The best-kept secret to maintaining and defending the top spot with paid search

The best-kept secret to maintaining and defending the top spot with paid search

30-second summary:

  • Let’s admit it, the line between paid search and organic search is getting blurred.
  • A lot of businesses simply assume that paying more than the competition assures a piece of the most trusted real estate in Google and Bing’s SERPs.
  • While an aggressive paid strategy can certainly get you a piece of it, too often brands overlook the equally important defensive strategy of paid search monitoring.
  • CEO of BrandVerity, Dave Naffziger, helps you learn the essential techniques for maintaining your position one in paid search listings.

What’s the best way to ensure your brand is at the top of the Search Engine Results Page (SERP) for a branded search? For many, the answer seems pretty straightforward — simply pay more than the competition. And while an aggressive paid strategy can certainly get you a piece of the most trusted real estate in search, too often brands overlook the equally important defensive strategy of paid search monitoring.

With brands investing unprecedented amounts into paid search, and the line between organic and paid listings becoming even more blurred, it’s more important than ever for organizations to keep a watchful eye over their campaigns in order to defend them from unscrupulous third parties, infringing ads, poor customer experience and resource drain.

Understanding the basics

On the surface, paid search monitoring is what it sounds like. It involves actively watching to see who is bidding, how often they are advertising, and when infringing ads are identified, removing them by notifying search engines or contacting the party responsible for the ads. 

However, unless you are well-versed in search engine trademark rules, it can be tricky to tell the difference between an infringing and compliant ad. And in many cases, an ad may be allowed by search engines but can run counter to a brand’s partnership and affiliate agreements.

All major search engines allow brand bidding — where a partner or even a competitor bids on your branded terms. The search engines also permit trademark use in paid ads that go to legitimate resellers or informational websites.

The two main rules that limit trademark term use in paid search

1. Trademark terms may not be used in the text or title of an ad

Trademark terms may not be used in the text or title of an ad if the ad takes the user to a site where it is unclear if the advertiser is a reseller or an informational site.

In the example below, the Yahoo search engine is using the VRBO trademark to divert traffic. Someone could easily click on the ad thinking they are going to VRBO. But the ad takes you to a Yahoo search engine results page, with more ads, thus providing a poor user experience for the consumer looking to book through VRBO. 

paid search example VRBO

This is a textbook example of search arbitrage, which happens when an ad primarily leads to additional ads. The arbitrager pockets the difference between what they paid for the traffic and what they get paid for the ad clicks. This type of ad should be submitted to the search engine for a take-down.

2. You can’t use trademark terms in ad texts or titles in a competitive way

In the example below, Joss & Main, a competitor to homeware brand Restoration Hardware, bid on the term “restorationhardware.” Customers looking for Restoration Hardware’s homepage may mistakenly click on the ‘Joss & Main advertisement’ at the top of the SERP and find themselves on a different website than they intended.

paid search example Joss Main

This is the type of competitive use of a trademark that Google and Bing don’t allow, and this ad would also be subject to removal.

Taking steps to protect your position

Once you understand what trademark infringements look like, you need to establish a process to find them. Teams can do this manually by searching a list of priority keywords across several search engines once a week, and then contacting the trademark abusers directly or submitting take-down requests manually to search engines.

While this is certainly a good step to take, since many infringers use evasive techniques like geotargeting (running ads in locations where the advertiser believes the merchant won’t see them) and dayparting (setting ads to run during times of day when they believe the merchant won’t monitor them), manual monitoring can be time-consuming and ineffective. This is where automated solutions can help find and take action on trademark infringements at scale.

Another critical step that can help you defend your numero uno spot

Another critical step that teams can take is establishing and enforcing clear partner and affiliate agreements. Documenting what you will and won’t allow these various parties to do will help you stay consistent in how you handle violations and will reduce trademark infringement and affiliate abuse.

Protecting your investments and relationships

Branded keywords are the most valuable and highest converting search traffic, making them a tempting target for partners, competitors, and third parties to run ads on. However, when they don’t play by the rules bad actors can drive your cost-per-click through the roof and run your clickthrough rate into the ground. Aside from impacting your campaign ROI, these actions also negatively impact your customer experience. 

Search is the front door to your brand online. How customers find you on the SERP impacts the overall customer experience, and ultimately, your bottom line. It’s simple. Customers who can easily find your brand after a branded keyword search are more likely to buy your products and services, while those that unwittingly click on a competitor or partner’s website at the top of the page are less likely to buy directly from you.

By taking the appropriate measures to defend their SERP position, brands can optimize online investments, strengthen relationships with good partners and safeguard their customers’ online experiences.

Dave Naffziger is the CEO of leading online brand protection company BrandVerity.

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Top 5 Tools To Use For Faster Organic Social Media Growth In 2020

Top 5 Tools To Use For Faster Organic Social Media Growth In 2020

Want to know the BEST tools for social media growth? Watch this.

If you want to get the best tools to get more followers on instagram, best tools to grow faster on instagram, or best free tools for social media in general, this is a must see video. In this video I share with you the BEST tools to grow faster on instagram organically so that you can get organic instagram growth 2019. I also teach you how to use instagram analytics! I also teach you awesome tools to grow on youtube such as how to use tubebuddy, and just how to use these tools for faster organic social media growth. These tools to grow on instagram and tools to grow on youtube will be essential – especially any instagram growth hacks 2019-2020

Top 5 Tools To Use For Faster Organic Social Media Growth In 2020

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Hi everyone!!!

Welcome back to my channel. I didn’t want to keep you all left out of how I am going to crush my 2020 goals, so here are the top 5 influencers of 2020 (in my mind!!).


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Top 5 Video Marketers on YouTube - BuzzSumo Influencers

Top 5 Video Marketers on YouTube – BuzzSumo Influencers

5. Neil Patel

It’s hardly surprising that this marketing mogul clocked up 547K subscribers, considering he’s a New York Times best selling author, the WSJ named him a top influencer on the web, Forbes named him in a top 10 marketers, and Entrepreneur Magazine said he created one of the 100 most brilliant companies.

If that’s not enough, he was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.

The hustle – and passion – with Patel is real. Which is probably why 547K people subscribe to his channel and an impressive 22.1M people have viewed his uploaded videos.

He does this with an intense publication rate, which keeps his audience coming back for more and sharing with their friends. He also keeps to a short and sweet runtime so you can get your knowledge fast.

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Top 4 Impactful SEO Trends in 2020

Top 4 Impactful SEO Trends in 2020

You’re not alone in thinking that industry trends move at the speed of light. And it isn’t specific to just SEO or marketing; the current state of technology and SaaS is more volatile than ever. Predictions can come true or become obsolete in the blink of an eye and the space of mere days.

Does that mean digital marketers should give up on thinking strategically? Of course not. It just means professionals today need to be keenly aware of industry trends while remaining agile in anticipation of the unexpected.

Our team of experts at Moz have the experience and data to have a finger on the pulse of what’s affecting SEO today. Here are top four trends we’re watching.

1. Embrace localized search alongside traditional efforts

According to Director of Lifecycle Marketing Kelly Cooper, “The bifurcation of local SEO and traditional SEO will close. This is because Google wants to show results that are most relevant to users, and location is increasingly gaining dominance as a search engine ranking factor. As consumer search expectations evolve in pace with Google innovation, SEO software companies and SEOs will need to embrace local at their core: If they haven’t already, they’re already behind.”

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Top 18 SaaS Analytics Tools for 2020 (By Use Case)

Top 18 SaaS Analytics Tools for 2020 (By Use Case)

Top 18 SaaS Analytics Tools for 2020 (By Use Case)

Many articles written about analytics tools for SaaS treat the tools as one, monolithic category: ”SaaS analytics tools.” But the tools you need for web analytics are different from the tools you use for subscription analytics, which are different from your reporting analytics needs.

For example, if you need to understand how trial users convert to paid and how churn varies across user cohorts, a web analytics tool like Google Analytics can’t help you.

That’s why we’re breaking down the top 18 SaaS analytics tools into four key use cases — so you can mix and match the tools that meet your needs:

Note: Want to better understand SaaS customers and their behavior on your website? Sign up and try Crazy Egg free for 30 days to get access to a website optimization tool that’s built for the needs of SaaS marketers.

Understanding how users behave on your website is a fundamental part of improving user experience and conversion rates for your software-as-a-service or subscription website. The tools below approach that concept from a few different angles, so you can choose what works for you.

1. Crazy Egg

SaaS analytics tools: Crazy Egg

Price: Starts at $24/month

At Crazy Egg, we offer one of the best website analytics tools for SaaS businesses. Our Snapshots (what we call heatmaps and clickmaps) help marketers dig deeper and understand the data behind your website performance.

We offer five different types of website analysis reports:

  • Heatmap: Show you where visitors click on a landing page and at what frequency
  • Scrollmap: Tells you how far down the page most users scroll before leaving the page
  • Confetti Report: Offers more granular info about individual visitors and how up to 22 characteristics impact click behavior
  • Overlay Report: Shows marketers a breakdown of user behavior for each clickable element on a page, including filtering by those 22 different dimensions
  • List Report: This report emphasizes numbers over visuals, showing you a breakdown of how many users (and what percentage) click on any given element (even moving ones).

Together, your Snapshots can offer valuable information about your website and how it moves visitors to sign up, including:

  • Whether or not visitors are following your ideal customer journey — including where they come from to get to a webpage and where they go afterward
  • Which elements on a page your ideal customers are engaging with the most
  • The quality of traffic to a page, in terms of following that ideal customer journey.

Note: Sound good? Sign up and try Crazy Egg free for 30 days to get access to a website optimization tool that’s built for the needs of SaaS marketers.

2. Google Analytics

SaaS analytics tools: Google Analytics

Price: Free

Google Analytics is a must-have tool for almost every business with a website. Whether you’re a basic or advanced user, Google Analytics offers access to nearly all the key metrics you need to know to gauge website performance, including acquisition metrics (such as traffic) and behavioral engagement metrics (such as bounce rate and conversions).

And it’s free — win-win.

3. Intercom

SaaS analytics tools: Intercom

Price: Starts at $39/month

In addition to their best known feature (a business messenger), Intercom also includes some key customer data features that make it easy for SaaS marketers to get a more complete picture of their customers, segment them, and filter and target customers based on their behavior and attributes (such as monthly spend, time since signup, recent activity, and more) — not just demographics.

Understanding how your marketing campaigns drive subscriptions is key to growing your customer base and revenue. The tools below vary from analytics-only to full-feature marketing analytics and automation solutions.

4. Bitly

SaaS analytics tools: Bitly

Price: Free, Basic, or Custom; paid plans start at $29/month

Often thought of as nothing more than a link-shortening tool, Bitly has added a robust analytics suite that enables SaaS marketers to track more than 20 accurate data points in real-time — including clicks by channel and demographic as well as organic link shares — so you can better analyze all your marketing campaigns.

5. HubSpot

SaaS analytics tools: HubSpot

Price: HubSpot CRM is free; Marketing, Sales, and Service Hub plans start at $50/month

HubSpot’s known for a lot of things. Between the CRM, Marketing, Sales, and Service Hubs, they cater to a huge part of SaaS business. Because of that, their marketing analytics features enable marketers to tie together every interaction customers have with the brand — and tie it all back to revenue. So you can see, for example, how each marketing asset moves users through the funnel plus the conversion value it ultimately contributes.

6. Mixpanel

SaaS analytics tools: Mixpanel

Price: Free, or paid plans start at $89/month

Mixpanel takes marketing analytics to the next level — by analyzing by the cohort. Their tool makes quick work of understanding how users move through your funnel and your product, comparing users based on actual behavior and optimizing your SaaS for retention. You can gain a deep understanding of users’ activity inside your product and zoom out to see feature adoption at scale or segment users by activation metrics, geo, and more.

7. Kissmetrics

SaaS analytics tools: Kissmetrics

Price: Contact Kissmetrics for pricing information

Like many user-based analytics tools, Kissmetrics enables SaaS marketers to move a step past the session-based data that Google Analytics provides. With Kissmetrics, you can build reliable cohorts, customer journey, and funnels based on actual customer behavior and attributes. Then Kissmetrics provides curated reports to help you quickly understand the data that’s relevant for marketing decisions.

8. Salesforce

SaaS analytics tools: Salesforce

Price: Analytics pricing starts at $75/month per user

Best known for their CRM, Salesforce also offers an analytics product called Einstein Analytics. The tool is built with artificial intelligence that helps SaaS marketers automate their analysis of important metrics, visualize the customer journey, and stay focused on outcomes over data points. That means users who aren’t as interested in the nitty gritty data can get the information they need — without getting lost in mountains of numbers.

9. Woopra

SaaS analytics tools: Woopra

Price: Free, or paid plans start at $999/month

Woopra clicks in as one of the most expensive analytics tools on our list, but if you can swing it, the price tag is most definitely worth it. The tool offers tailored solutions for product, marketing, sales, and support teams — and it’s one of the only tools that enables true end-to-end customer journey analytics. For example, their product solution makes it easy to understand how (and how long) your customers use each feature.

Subscription analytics are the most important tool for SaaS companies. The tools below are dedicated to analyzing trials, churn, active users, and more — so you can make informed decisions about how best to grow your subscription business.

10. ProfitWell

SaaS analytics tools: ProfitWell

Price: Freemium; contact them for paid plan info

ProfitWell offers one of the most capable analytics solutions for managing and growing a subscription business. It has features that help you track trials and attribution, segment to find out where growth comes from, track churn rate and cohorts to boost retention, and proactively monitor engagement to figure out which users are likely to convert or churn.

11. Baremetrics

SaaS analytics tools: Baremetrics

Price: Starts at $50/month

Designed specifically for SaaS and subscription businesses, Baremetrics makes it easy to get in-depth insights on trial usage and behavior, track monthly recurring revenue (MRR) and other revenue goals, and benchmark your results against other companies similar to yours. Baremetrics includes aggregate data about how similar companies perform so you can get a better sense of your performance in the grand scheme.

12. Churnbuster

SaaS analytics tools: Churnbuster

Price: Starts at $50/month for most payment processors

Churnbuster takes a narrower approach to subscription analytics, focusing on preventing involuntary churn. Their analytics features make it seamless to monitor voluntary and involuntary churn, track improvements, and analyze customer payment history. Churnbuster helps you understand why passive churn happens so you can identify the changes and optimizations needed to reduce it proactively.

13. ChartMogul

SaaS analytics tools: ChartMogul

Price: Free; paid plans start at $100/month

ChartMogul promises its subscription analytics will help “use revenue and customer data to improve and grow your business.” Their solution connects with all the major subscription billing services, so all you need to do is connect your provider, and ChartMogul will compile all the data for you. Their pre-built filters (for plan, billing cycle, and more) make it easier to dig into that data, too. Plus, ChartMogul is one of the only SaaS tools to offer dedicated mobile subscription analytics.

Whether you’re reporting internally to your team or to C-suite executives or investors, you need a reporting solution that does two things:

  • Visualizes data sets to make it easier to pull actionable insights out of the numbers
  • Turns your data into professional-looking dashboards and reports.

The reporting analytics solutions below make it easy to do both of those things.

14. Klipfolio

SaaS analytics tools: Klipfolio

Price: Starts at $49/month

Klipfolio’s reporting solution connects seamlessly with over 100 different data sources, making it very quick and easy to visualize your data for analysis or reporting. With fully customizable visualizations and the ability to dig deeper into your data, Klipfolio is one of the best visual reporting options for SaaS businesses.

15. TapClicks

SaaS analytics tools: TapClicks

Price: Contact them for pricing information

TapClicks offers a huge suite of solutions including analytics and reporting. With the combination of their TapAnalytics and TapReports, you can easily connect your data with one click, analyze performance across your marketing, and turn real-time data into professional dashboards and reports.

16. Grow

SaaS analytics tools: Grow

Price: Contact them for pricing information

Grow is one of the most robust and capable business intelligence and reporting tools for SaaS companies. The tool connects easily with CRM, marketing, and financial data sources — and the emphasis on visualization makes it easier to make sense of all the numbers.

17. Adaptive Insights

SaaS analytics tools: Adaptive Insights

Price: Contact Adaptive Insights for pricing information

Adaptive Insights bills their analytics tool as “business planning software,” and the moniker fits. Their software solves for planning, modeling, budgeting, and forecasting on all your key SaaS metrics and key performance indicators (KPIs). Plus, Adaptive Insights is one of the few SaaS reporting tools that’s based in the cloud — so you can more easily collaborate across the company.

18. Cyfe

SaaS analytics tools: Cyfe

Price: Free, or paid plans start at $29/month

Cyfe offers one of the easiest reporting and dashboard tools available in the market. Their “Starter Dashboard” means you can get set up in just a few minutes, using pre-built and populated widgets for Google Analytics, Facebook, Mailchimp, and more. The customizability means you can create dashboards designed specifically for executives, individual departments, or investors.

The SaaS Analytics Tools You Need

SaaS businesses need analytics that are tailored to their unique business model — but more than that, you need an analytics stack that works for you and meets the needs of your team. Whatever your unique needs, you can find the SaaS analytics tools you need to fill out your stack, better track and understand performance, and grow your subscription business.

Note: Want to better understand SaaS customers and their behavior on your website? Sign up and try Crazy Egg free for 30 days, and get access to a website optimization tool that’s built for the needs of SaaS marketers.

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Goal Talk Podcast Episode 6: How to Find and Hire Top Talent

Goal Talk Podcast Episode 6: How to Find and Hire Top Talent

Each episode of this season of the Goal Talk podcast features an interview with a marketing or management expert on vital topics for digital marketing success, aimed around bringing small business owners and marketers the information they need to successfully grow their businesses.

Last week, we introduced the basics of advertising online and went into the main advertising platforms: Google, Facebook & Instagram, and Bing. We started by listing out some online advertising statistics, then dove into each platform to break down exactly how they can be used to help small businesses and marketers get the leads flowing in and achieve their growth goals. If you haven’t heard that episode yet, you can listen here.

This week’s topic: How to find and hire top talent

After you’ve mastered the fundamentals of online advertising platforms, you may find yourself in the position of needing to expand. Whether you’re looking for your first employee or continuing to build out your team, this week’s episode is sure to help you better navigate the process.

As you know, it’s so important to have the right people in your corner when working to build a thriving small business, and having the right information and tools at your disposal is pivotal. The good news is that a lot of people are excited about the prospect of helping a small business work towards growth and success. Making sure there is alignment in terms of working styles, needs and requirements of the role, day-to-day activities, and overall fit can be a challenge.

In this week’s episode with Nicole DeSisto, WordStream’s first-ever recruiter, who is now running our internal talent acquisition team. We cover what you need to consider when expanding your team, including:

  • When the time is right to expand and hire.
  • How to write a compelling job description.
  • Where to look for applicants.
  • How to conduct the interview process.
  • What you need to include in an offer letter.
  • How to handle compensation.

And more! This episode will set you up with a process and some tips for adding the next great member of your team. You can find this week’s episode on Apple Podcasts and Spotify, as well as your favorite podcast app. Also, don’t forget to watch new episodes on our YouTube channel, and follow the podcast’s Twitter account for episode releases, ask the hosts questions and join in on the conversation.

About the podcast

The Goal Talk podcast is all about giving small business owners and marketers the information they need to succeed. From advertising tactics that help you personalize your message for your customers to management styles that will help your employees perform at their full potential and feel satisfied in their role, we’re sharing valuable takeaways to help you and your business flourish by interviewing the experts and sharing their insights. Listen here.

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Top Ways to Make Money on Social Media in 2020

Top Ways to Make Money on Social Media in 2020

Want to learn know the top ways to make money on social media in 2020?

Today I am telling you how to monetize social media in 2020 and how do youtubers make money in 2020 and many other ways to make money on social media in 2020.

And it doesn’t matter if you have a large following, I am going to show you how to make money on social media with a small following too. So if you want to know how to use social media for business in 2020 this video is for you.

#socialmediatips #businesstips #onlinemarketing

1. Youtube Partner Program
2. Instagram Brand Partnerships
3. Affiliate Marketing with Amazon
4. Merchandise Sales with Facebook Ads
5. Sell your Services with Pinterest

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About this video:
In this video, Nakisha Wynn, work at home single mom of 4 is telling you how to make money on instagram in 2020 and how to get monetized on youtube in 2020.


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Top 10 Social media platform's | 2020

Top 10 Social media platform's | 2020

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Guys these are the top 10 biggest social media platform’s in the world, it ranks on end of 2019, and they will be rock in 2020,


10 – Baidu – 300 million,
guys the baidu is the mainly search engine but it’s more popular in China, because Google was restricted in China, the baidu is the working on copy of google in China, means google is working on the internationally but baidu is working on only for chinese,

9 – Google+ – 300 million ,
Google+ is the most popular social media in the world because it was introduced by google,

8 – Twitter – 320 million,
the twitter is most popular social media platform’s because it’s is connected on real-time information,

7 – Instagram – 470 million,
the Instagram is one the most popular social media in world, because it was introduced by the facebook, can you known as the per second 2 million photo is on uploading In Instagram,

6 – tumblr – 555 million,
the tumblr is best Microbloging platform inthe world, and it was introduced by the Yahoo and the Yahoo is the most powerful tech company,

5 – QZone – 640 million,
the Qzone is the most popular social media in China, in which you share the everything , and listen the music, It’s is introduced by the Tencent,

4 – Wechat – 699 million,
the wechat is the most popular massage & media sharing platform in China, it is introduced by the Tencent, the wechat is the working on same like WhatsApp, but the Wechat is most faster than the WhatsApp,

3 – QQ – 845 million,
the QQ is the same like Qzone, but the Qzone is the specially designed for the China, but the QQ is the designed for international,

” these all 3 Social media’s was introduced by Tencent, the Tencent is most powerful tech company in China & world, because its introduced as the new type of real world means “PUBG mobile ” |

2 – WhatsApp – 1.2 billion,
The WhatsApp is the most popular massage & media sharing platform in the world, and Facebook was brought the WhatsApp in 2014 , than it’s working for Facebook,

1 – Facebook – 2.45 billion,
the Facebook is the most popular social media in the world, and it is one of the powerful tech company in the world,

sorted –
10 – Baidu , (Baidu)
9 – Google+( Google)
8 – Twitter (Twitter)
7 – Instagram (Facebook)
6- Tumblr (Yahoo)
5 – Qzone (Tencent)
4 – Wechat (Tencent)
3- QQ (Tencent)
2- WhatsApp (Facebook)
1 – Facebook (Facebook)

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Top Financial Indicators to Master Business Growth in 2020

Top Financial Indicators to Master Business Growth in 2020

What top financial indicators should you focus on to master business growth in 2020?

The current abundance of cheap financing and over-reliance on it is not sustainable. As a growing business, you need to be prepared to improve your financial health, face economic downturns and compete with other growing companies to attract capital and finance their growth phase.

In this video, Can, Finance & Strategy Officer at Growth Tribe takes a look at the most relevant financial indicators throughout the five steps of business growth and why cash flows, profitability and indebtedness are critical factors for a company to sustain its growth and wellbeing.

Let’s take a look at the general stages of business growth.

First, Existence. Once a company has validated its proposed existence by getting enough customers and becoming a viable business, we could aim to get an accurate picture into the future by looking at its net income.

This ratio is helpful to measure the number of times a company can pay off debts with cash generated within the same period.

Second, Survival. A company has to ask itself:

1. Can we continuously generate enough cash to break even?
2. Can we produce enough cash flow to scale up to a size that is large enough for our industry?

Third, the Success phase. Here’s where companies might adopt aggressive growth strategies that might prioritise speed over efficiency. Take Airbnb, LinkedIn, Amazon.

Even these practices might sound like the perfect recipe for failure, they have been made possible in the past ten years due to businesses abilities to raise money in rounds of funding from debtors, venture capitalists and private equity investors.

Fourth, the Take-off stage. This is a pivotal period for a company’s life. If the company overcomes the financial and managerial challenges of this stage, it can become a big business.

Fifth, Resource Maturity. This is where the company tries to consolidate and control the financial gains brought on by rapid growth but also its inefficiencies incurred in exchange for gaining speed. For this, the best business practices are fully implemented.

Tools such as budgets and standard cost systems can become natural. Consider that the current environment of low-interest rates and cheap funding is not going to last forever.

To be prepared for more adverse scenarios, we revisited the five stages of business growth and highlighted how they interact with some of the key financial indicators.

It’s not about a one-size-fits-all solution, but about following the essential steps for business growth and how they interact with proper financial practices.

Let us know what you think about the current financial environment and your opinions about financially sustainable growth in the comments below!


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