<![CDATA[HubSpot - Marketing Blog]]> Follow HubSpot - Marketing Blog, filter it, and define how you want to receive the news (via Email, RSS, Telegram, WhatsApp etc.) https://follow.it/hubspot2 Sun, 26 Sep 2021 11:38:48 +0200 <![CDATA[278 Social Media Holidays for Your 2021 Content Calendar [+Template]]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4Zm6L4xqCQ_xyejEQ2Mq9rY

Do you celebrate International Cat Day, Pizza Day, or Talk Like a Pirate Day?

There are a plethora of observance days worldwide during which marketers can share content relevant to their industries, get involved in a movement, or simply generate more awareness. But odds are, you probably don't acknowledge these days until you see your favorite brand posting about it.

→ Free Download: Social Media Calendar Template [Access Now]

These social media "holidays" are a fun way to connect with new and existing followers who share an affinity for a specific food, fictional character, or pet.

While we don't suggest sharing content on social media and then adding an irrelevant holiday hashtag to it, these holidays can be a chance to promote your brand in a relevant way. Not doing so could cause you to miss valuable opportunities where your brand can join the conversations taking place among members of your target audience.

To help you plan for trending holidays, we created a list that you can bookmark, as well as a downloadable calendar so you can receive automatic reminders.

Downloadable Holiday Calendar

To help you keep track of all these unique holidays, here's a Social Media Holiday Google Calendar.

Aside from 2021 holidays, we've also set dates on the calendar to repeat annually — either on the exact date they occur or the weekday they occur within the month.

Want to finish out your 2021 calendar with some upcoming holiday posts? Tap the + symbol in the lower right-hand corner of the calendar below to add it to your own Google calendar.

social media holiday calendar templateUse the Above Template to Plan Out Your Social Media Holiday Posts

National & Global Holiday Calendar: 2021

The list isn't exhaustive (there are a lot of food-specific holidays out there), and these dates and hashtags may still be subject to change. But this is a great starting point for social media marketers who want to learn more about what's trending and how they can plan their content in a way that will be fun and engaging on social platforms.


January 2021 Social Media Holidays

iowa state athletics national sticker day social media holiday tweet

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February 2021 Social Media Holidays

zach covey national weather persons day social media holiday tweet

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March 2021 Social Media Holidays

national park service national day of unplugging social media holiday tweet

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April 2021 Social Media Holidays

christina alexandria national siblings day social media holiday tweet

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May 2021 Social Media Holidays

violet the Newfy world password day social media holiday tweet

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June 2021 Social Media Holidays

Alex bowman National Donut Day social media holiday tweet

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July 2021 Social Media Holidays

Stadium Give Something Away Day Social Media Holiday Tweet

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August 2021 Social Media Holidays

Wienerschnitzel National Lemonade Day Social Media Holiday Tweet

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September 2021 Social Media Holidays

Gaeilge @ Colaiste Naomh Caoimhin EDL 2021 Social Media Holiday Tweet

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October 2021 Social Media Holidays

The Beatles 4ever World vegetarian Day Social Media Holiday Tweet

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November 2021 Social Media Holidays

Nickelodeon STEM day Social Media Holiday Tweet

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December 2021 Social Media Holidays

Nobel Prize Day Globalnews.ca Social Media HolidayTweet

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Sources: National Day Calendar, Sprout Social, TrackMaven, Holiday Insights, Brownielocks, National Peace Corps Association, Sparkflow, There's a Day for That

Editor's Note: This post was originally published in January 2017 but is updated annually for comprehensiveness. The most recent update of this post was March 2021.

social media content calendar

]]> Fri, 24 Sep 2021 20:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4Zm6L4xqCQ_xyejEQ2Mq9rY <![CDATA[The Best Free Business Budget Templates]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4aPlZL-MIzSUMb1naedg1wr

Whether you’re a solopreneur or running a massive corporation, you need a business budget to understand where your money is coming from and going. A business budget template can help keep the numbers organized, making it easy for you to track revenue, plan for expenses, and save for future growth.

Click here to download 8 free marketing budget templates.

You don’t have to be an accountant to organize your business budget. There are thousands of business budget templates out there to make the process easy. Once you understand what a business budget is and how it can work for you, you can use one of the following free templates to start organizing your finances.

The business budget follows a set template, which you can fill in with estimated revenues, plus any recurring or expected business expenses.

For example, if you run a digital marketing business, you might know that you typically make about $10,000 for your work creating campaigns, plus an extra $5,000 for your digital courses. You’d list the estimated revenue from all of your business’ revenue streams as incoming money for the business.

Then, you have your recurring expenses, which you would list as outgoing money. This could include employee salaries, office expenses, and software and technology costs.

How to Create a Business Budget

Creating a business budget is a straightforward process, but it can be more complex for larger companies. Here are the basic steps to creating a business budget.

1. Find a Template or Make a Spreadsheet

There are many free or paid budget templates online these days, so you can either use one of those to start, or make a simple spreadsheet with custom rows and columns based on your business. We list a few helpful templates below.

2. Fill in Revenues

Once you have your template, you’ll start by listing all the sources of your business’ income. With a budget, you’re planning for the future, so you’ll need to estimate this based on previous months’ or years’ revenues. For a new small business budget, you’ll rely on your market research to estimate the first revenues for your company.

3. Subtract Fixed Costs for the Time Period

Fixed costs are the recurring costs you have during each month, quarter, or year. Examples include insurance, rent for office space, website hosting, and internet.

4. Consider Variable Costs

Variable costs will change from time to time. Examples include utility bills, advertising costs, office supplies, and new software or technology. While you may always need to pay some variable costs, like utility bills, you can also shift how much you spend toward things like advertising expenses when you have lower-than-average estimated income.

5. Business Budget Planning

Unexpected expenses might come up, or you might want to save to expand your business. Either way, you need to review your budget after including all expenses, fixed costs, and variable costs to find out how much money you can save. It’s wise to create multiple savings accounts for emergencies and for money meant to go back into the business to drive growth.

How to Manage a Business Budget

There are a few key components to managing your business budget to keep it healthy.

Budget Preparation

The process all starts with properly preparing and planning the budget at the start of each month, quarter, or year. You can also create multiple budgets, some short-term and some long-term. During this stage, you will also set spending limits and create a system to regularly monitor the budget.

Budget Monitoring

For larger businesses, you might delegate budget tracking to multiple supervisors, but even if you are a one-person show, you need to regularly monitor the budget. That means setting a time in your schedule each day or week to review the budget and track actual income and expenses, then compare the actual numbers to the estimates.

Budget Forecasting

With regular budget tracking, you can always know how your business is doing. Check-in regularly to determine how you are doing in terms of revenue, where you have losses, where you can minimize expenses, and how you can move more money into savings. You can use well-tracked budgets to create more accurate budgets for future time periods.

Why is a Budget Important for a Business?

A budget is crucial for businesses. Without one, you could easily be drowning in expenses or unexpected costs compared to incoming money.

The business budget helps with several operations. You can use a business budget to keep track of your finances, save money to help you grow the business or pay bonuses in the future, and prepare for unexpected expenses or emergencies.

You can also review the business budget to determine when to take the next leap for your business. For example, you might be dreaming of a larger office building or the latest software, but you want to make sure you have a healthy net revenue before you make the purchase.

Best Free Business Budget Templates

1. Marketing Budget Template

HubSpot Marketing Budget Template

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Knowing how to manage a marketing budget can be a challenge, but with helpful free templates like this marketing budget template bundle, you can track everything from advertising expenses to events and more.

This free bundle includes eight different templates, so you can create multiple budgets to help you determine how much money to put toward marketing plus the return on your investment.

2. Small Business Budget Template

Small business budget template

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For small businesses, it can be hard to find the time to draw up a budget, but it’s crucial to help keep the business in good health.

Capterra offers a budget template specifically for small businesses. It works with Excel, and you input projections for the year. Then, the spreadsheet will project the month-to-month budget, and you can input your actual revenue and expenses to compare and easily see profits and losses.

3. Startup Budget Template

Startup budget template

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What if you don’t have any previous numbers to rely on to create profit and expense estimates? If you are a startup, this Gusto budget template will help you draw up a budget before your business is officially in the market. This will help you track all the expenses you need to get your business up and running, estimate your first revenues, and determine where to pinch pennies.

4. Free Business Budget Template

Business budget template

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You might be familiar with Intuit, as many companies big and small rely on Intuit’s services like Quickbooks and TurboTax. Even if you don’t use the company’s paid financial services, you can take advantage of Intuit’s free budget template, which works in Google Sheets or Excel.

It features multiple spreadsheet tabs and simple instructions. You enter your revenue in one specific tab and expenses in another. You can also add additional tabs as needed. Then, like magic, the spreadsheet uses the data in the income and expense tabs to summarize the information and even determine net savings and the ending balance.

5. Department Budget Sheet

Department Budget TemplateImage Source

A mid-to large-size company will have multiple departments, all with different budgetary needs. These budgets will all be considered into a massive, company-wide budget sheet, but having a specific template for each department can help teams keep track of spending and plan for growth.

This free template from Template.net works in either document or spreadsheet formats and can help different departments keep track of their income and spending.

Create a Business Budget to Help Your Company Grow

Making your first business budget can be daunting, especially if you have several revenue streams and expenses. But once you get it set up, it’s easy to replicate regularly, and it’s even easier to get started if you have a business budget template to follow.

With a helpful business budget template, a little planning, and regular monitoring, you can plan for the future of your business, including bonuses, new product or service offerings, and expansions.

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]]> Fri, 24 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4aPlZL-MIzSUMb1naedg1wr <![CDATA[20 Tips to Write Catchy Email Subject Lines [+ Examples]]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4YnpAJo_DvIwOzdsCmHakzH

No matter what they say, people do judge emails by their subject lines.

In fact, 47% of marketers say they test different email subject lines to optimize their emails' performance. That's why it's so important to craft subject lines that are compelling enough to get people to click through.

While they may seem like a small part of your message, they're one of the very first impressions you have on your email recipients. And, they're a marketer's ticket for standing out in a crowded inbox.

Do you want your email content opened, read, and clicked? It all starts with the subject line. Read on for some tried-and-true tips to help jazz up your subject lines and boost your email engagement.

Download Now: 100 Email Subject Line Examples

What makes a good email subject line?

Before we get to our tips, let's go over some fundamentals of what makes a great subject line. Regardless of your goals, these are the essential elements that your subject line should possess:

1. Urgency

Creating a sense of urgency is an efficient way to get people to take action. You can create a similar effect in your subject lines strategically.

By communicating a known start and end date to a special sale or promotion, viewers scrolling through their inbox will click to see what they can get in that window of time. This is also a good practice when done in a small series of emails counting down the window of opportunity — as long as you’re not flooding their inbox and coming off spammy.

2. Curiosity

Sometimes, subject lines work because of their ability to send the message, "You will benefit from opening this email." But other times, it's good to maintain some sense of mystery — especially if it pique's the recipient's natural curiosity and interest. Because they require opening the email to get more information, they can result in, well, a higher open rate. But make sure the subject line, while enigmatic, still aligns with your brand. Too obscure, and it could end up being seen as spam.

3. Offers

Here's where that benefit of opening a given email comes in. At the end of the day, people love new things and experiences — especially when they’re free, or at least discounted. Open with that by including it in your subject line. Personally, I'm much more inclined to open my daily newsletters when there's an offer or allusion for "free stuff" directly mentioned in my inbox.

4. Personalization

No two email subscribers are the same — and, sometimes, that means the emails you send to them shouldn't be, either. At this point, marketers have never had more ways to learn about their subscribers' preferences, jobs, or general (dis)likes. So when you send them content, on occasion, make it catered toward the individual.

5. Relevance and Timeliness

When we subscribe to an email list, it's usually because we want to be kept informed, or at least learn more about a given topic (more on that later). Similar to piquing your audience's curiosity, crafting email subject lines that incorporate trending topics or timely headlines can help you establish your brand as an authority within your industry — and can compel people to click to read.

6. Name Recognition

Let's face it: We all have famous people who, at some point, we presently or previously have admired. And when you understand your audience's preferences and interests, you can pique their interest by including the names of these admired, recognizable individuals by including them in your content — and mentioning them in your email subject lines. But take heed: This tactic really only works when it aligns with your brand, product, or service. So keep it relevant, rather than just throwing out a name for the sake of recognition.

7. Cool Stories

At the risk of sounding like a broken record, here's another place where curiosity comes into play. By front-loading your email subject line with a compelling allusion to a story — but can only be read if opened or clicked — your audience is likely to become intrigued, and want to learn more. Again, make sure the story is relevant to your brand. Otherwise, it might just confuse your readers and prevent them from opening the email.

Now that you know the fundamentals, let’s dive into email subject line best practices.

Email Subject Line Best Practices

1. Learn from successful email subject line examples.

Whenever we're scratching our heads wondering what to make our subject line, we often look to examples for inspiration. Seeing clever use of wordplay or emojis on one of our favorite newsletters can help us think of new ways to approach our subject line.

To help you do the same, we've compiled a list of 100 email subject lines from real businesses. We hope you'll be just as inspired.

email subject lines examples

Download the Free Email Subject Lines Examples Guide

2. Keep it short and sweet.

Email subject lines will get cut off if they're too long, particularly on mobile devices. And with up to 46% of email opens taking place on mobile, we recommend using subject lines with fewer than 50 characters to make sure the people scanning your emails read the entire message.

If you're struggling to keep your subject lines short, think about which words matter less and where you can remove a frivolous detail. For example, if you're sending an order confirmation, doesn't “Your order is being processed” look better than “Order #9435893458358 is being processed"?

The same goes for your regular emails: Don't waste your time including the word "update" or "newsletter" in the subject line. Some studies even suggest these words can decrease the message's open rate since it tells readers the email is associated with a series, and therefore they can catch the next one.

3. Use a familiar sender name.

That name recognition we mentioned earlier doesn't just apply to the famous — it applies to the familiar. When setting your sender name, be as human as you can. Olivia@yourcompany.com is both inviting and unintimidating to people when they open their inboxes.

If you've already met your recipients from a previous conversation, use your own name as the sender's address — even if the email is technically coming from the company as a whole. The best impression you can make on your customers is that they're working with you, the individual — not the entire business.

"If the 'from' name doesn't sound like it's from someone you want to hear from, it doesn't matter what the subject line is," explains Copy Hacker's Joanna Wiebe. Ultimately, people are busy, and they simply don't bother with you if you don't sound like someone who would make for an easy (or at least friendly) conversation.

4. Avoid the 'no-reply' sender name.

Thanks to the amount of spam people get these days, most people hesitate to open emails from unfamiliar senders. And, even fewer people like talking to a robot. Think about when you call a company and can't get a hold of an actual person. It's frustrating, right? This goes for email, as well.

Never use "noreply@company.com." I repeat: Never use this email address. Not only does it make it look less personable, but it also stops people from adding your email to their address book.

Instead, avoid using a generic email address and send the email from a real person. For instance, we once found that emails sent from "Maggie Georgieva, HubSpot" performed better in terms of opens and click-through rate than emails sent from just "HubSpot." (HubSpot customers: Learn how to personalize the "From" name and email address here.)

5. Use personalization tokens.

Remember the personalization we mentioned earlier? Using personalization tokens — like name or location — in the subject line adds a feeling of rapport, especially when it's a name. Everyone loves the sound of their own name. Plus, it increases clickthrough rate: In fact, research has shown that emails that included the first name of the recipient in their subject line had higher click-through rates than emails that did not.

One example of how brands affix this information to subject lines is the dog-walking company, Wag! who does this with dog names. Here's one such email that a HubSpot writer received:

Email newsletter by Wag dog-walking service with pet name in the subject line

That's great personalization and great timing.

Another personalization tactic that works is to tailor subject lines to the recipient's location — things like lists of their respective cities' best outdoor bars and restaurants.

Just don't go overboard with the personalization here. That can be a little creepy. But little personalized touches show that you know more about your recipients than just their email address. However, if you can't (or don't want to) use personalization tokens in the subject line, use "you" or "your" so it still sounds like you're addressing them directly.

6. Segment your lists.

While email blasts that go out to your entire list might be relevant and helpful to some people, it won't be to others — and could cause confusion or frustration. Why is this restaurant sending me a list of the best local steakhouses when I'm a vegetarian? Why is this company sending me case studies when I just signed up for its email list yesterday?

Personalize the experience using information from the actions your customers have already taken — from which forms they've filled out, to which industries they're in, to what their personal preferences are. In email marketing, you can personalize your recipients' experience using a little thing called list segmentation.

7. Don't make false promises.

Your email subject line is making a promise to your reader about what you will deliver in your message. Make sure that you make good on that commitment — and do not try to get your email opened by making false promises. This will irk your audience, and they'll learn not to trust your subject lines, resulting in a lower open rate and a higher unsubscribe rate.

8. Do tell them what's inside.

Speaking of making promises, if your visitor has downloaded an offer and you're delivering it via email, it's a great idea to use a subject line that says something like, “Your new ebook inside!” or, “Your guide awaits!” This works better than a simple “thank you” in the subject line because it makes it clear that something is waiting inside the email.

9. Time it right.

Sending an email at the right time with the right subject line can make a huge difference in open and click-through rate. A prime example? When food publication Eater sends at 6:45 P.M. on a Wednesday evening that said, "Where to Drink Beer Right Now" — just in time for happy hour. Nailed it.

Another favorite example is a classic email from Warby Parker with the subject line, "Uh-oh, your prescription is expiring." It was sent two weeks before the recipient needed to renew his prescription. By sending an email at the right time, Warby Parker increased the chances of their email getting opened — and included a relevant call-to-action about getting a glasses upgrade, too.

10. Use concise language.

Keep in mind that people scan their inboxes very quickly — so the more clear and concise your subject line is, the better. It's usually a lot better to be concise than it is to use complex and flowery language — unless you're going for an elusive subject tone to entice your recipients.

When you're going for a concise subject line, think about how your email will benefit your recipients. You'll want to make that benefit very clear. For example, "Increase your open rates by 50% today” is more appealing than "How to increase open rates."

11. Start with action-oriented verbs.

Subject lines are similar to calls-to-action, in that you want the language to inspire people to click. Subject lines that begin with action verbs tend to be a lot more enticing, and your emails could be drastically more clickable by adding a vibrant verb at the beginning.

Actionable subject lines will inspire people to click on your email by instilling urgency and excitement. For example, in an email inviting people to a hockey legend dinner, the email subject line might read, “Dine with Bruins legend Bobby Orr,” rather than a more generic (and less actionable) “Local Boston Sports Legend Meal." The former email uses “Dine” to help the reader envision themselves at a dinner table.

12. Make people feel special.

The psychology of exclusivity is a powerful thing. When people feel like they're on the inside, it gives them a sense of belonging which builds loyalty and compels them to convert on your emails.

The right phrasing can make your recipients feel special — and the effect can be magical. A few ideas for phrasing include:

  • "For our beloved customers only"
  • "An exclusive offer for you"
  • "My gift to you"
  • "You're invited!"
  • "Private invite"

13. Create a sense of importance.

There's a phrase that, for many of us, is reminiscent of classic infomercials: "Act now!"

And while we wouldn't encourage using that exact language in your content, we do agree that communicating urgency and scarcity in an email subject line can help compel readers to click (or act) — when phrased creatively and strategically.

But because you don't want to be known as "the brand that cried wolf," use these subject lines sparingly, and try to limit them to when the occasion genuinely calls for immediate action.

14. Use numbers.

A lot of businesses send emails with vague statements in their subject lines — which is why using data and numbers is a great way to get your emails noticed, demonstrate a clear and straightforward message about your offer, and set the right expectations.

Just like with blog titles, using numbers in your subject line is an effective email marketing best practice. You might use numbers to refer to the title of your listicle, the page length of an offer, a specific discount, or the numerical benefit of a particular resource you're providing — like "Join more than 750 others at this event!"

15. Pose a compelling question.

Asking a question in your subject line can also draw readers in — especially if you're asking a question you know is relevant to your recipients' buyer persona. This is just one way to pique that curiosity we mentioned earlier. For example, you might try the following: “Are you making these SEO mistakes?” or “Do you know what your website is doing wrong?"

Zillow once sent an email with the subject line, "What Can You Afford?" that linked to a website showing apartments for rent. A subject line like this is both encouraging and a touch competitive: While it gives hope that there are apartments out there that'll fit within your budget, it also pits your cash against what the market offers.

Another example comes from DocuSign. It sent an email late in the lead nurturing process, with the subject line, "What are your customers saying?" The body of the email contained a bunch of case studies that were meant to help the recipient move closer to actually purchasing DocuSign. This was a smart move: Folks who are further down the funnel are likely more receptive to hearing customer testimonials.

16. Don't be afraid to get punny.

Most people love a good pun. It's a great way to delight your recipients and spice up your emails. Some of the best punny email subject lines come from JetBlue, with subject lines like "Land wander-ful low fares now!"

Quirky — a community-led invention platform — worded one of its email subject lines like this: "Abra-cord-abra! Yeah, we said it." That second part is conversational and self-referential — and exactly what most people would say after making a really cheesy joke in real life.

If you're the least bit punny, think about small ways you can slip them into your emails when it's appropriate. Just don't overdo it. And remember the rule: When in doubt, ask a coworker.

17. DON'T USE ALL CAPS or overuse exclamation points!!!

A subject line that says, “OPEN NOW AND RECEIVE A FREE TRIAL” or, "50% off coupon today only!!!!!!!!" isn't going to get your email opened. If anything, it'll probably get your email ignored.

Why? People don't like to be yelled at, and using all caps and/or a lot of exclamation points can rub people the wrong way.

Not only are these tactics disruptive, but they look spammy. So instead of using disruptive tactics like these to stand out in people's inboxes, try personalizing your emails, establishing relevance, and using catchy and delightful language.

18. Don't include a question and exclamation in the same subject line.

Here's a subject line that can automatically wind up in a recipient's spam folder: "Want a solution fast? Act now!"

The fast solution isn't the problem in the example above. It's also not “act now” — although those are known email marketing spam words. It's both phrases together. This is a classic email saboteur, and it comes in many forms. All you need is to ask and yell at the same time.

Oftentimes webservers flag emails as spam if they contain both a question mark and an exclamation mark in the subject line. The example above is a common one. A good solution? Don't do that!

Not only is this format overdone, but it's alienating to your audience. Open-ended questions are a show of ignorance; any good marketer knows their leads better than that.

19. Use engaging preview text.

While preview text isn't technically part of your subject line, it does appear right near the subject line — and it certainly deserves your attention.

Preview text provides recipients with a peek at the content inside your email, which email clients like the iPhone Mail app, Gmail, and Outlook will display alongside the subject line. (The exact amount of text shown depends on the email client and user settings.)

email preview text in inbox

When you don't set the preview text yourself, the email client will automatically pull from the body of your email. That can look messy depending on your email content, and it's also a wasted opportunity to engage your audience. (HubSpot customers: Click here to learn how to set the preview text of your emails.)

20. A/B test your subject lines.

Although these tips and best practices are a great place to start, what works best for some companies may not work as well for others. It's all about figuring out what works best for your specific audience. That's where A/B testing comes in.

While it can be tempting to use your intuition to predict what subject line language will make people click on your emails, you should always A/B test your highest-stakes subject lines, and tweak the wording according to your results. What works best for your audience: Long or short subject lines? Including numbers or not including numbers? Questions or statements? (HubSpot customers: Learn how to A/B test emails in HubSpot here.)

Now that we’ve gone through our best practices, let’s review the steps to creating good email subject lines.

How to Write Good Email Subject Lines

Step 1: Identify the purpose of the email.

Why is the email being sent and how does that inform the subject line? Identify the true purpose or intention of the email and use that as the foundation to build upon when brainstorming your subject line idea.

Step 2: Determine the call to action.

What will make the user click on the email? A discount? Something free? Important information? What is enticing enough to make them want to see or learn more about your offer? Having a call to action with an incentive yet to be seen is tempting.

Step 3: Draft multiple subject lines.

Write similar subject lines that use varying words and tones. You want to have a few ideas to choose from, so you’re not stuck stewing over the same sentence for long.

Step 4: Get feedback.

Have colleagues review the subject lines to give their feedback on which they preferred. Having a second opinion can help you see it from a different perspective.

Step 5: Test your subject line.

As mentioned earlier, perform an A/B test to see which subject line performs best. After you’ve conducted the test, take the most effective email subject line and use it in your upcoming email marketing campaign.

Now that we’ve gone through the steps to create a good subject line, let’s examine some effective examples.

Examples of Catchy Email Subject Lines

To give you some added inspiration, here's a quick list of the most intriguing subject lines we've seen recently.

EF Tours: “👻 Trip or Treat!”

examples of catchy email subject lines: EF Tours

This subject line from EF Tours has tasteful use of a quirky emoji, coupled with a sense of urgency from a time-bound sale. These two tricks create an email subject line that would stand out from the rest of your inbox.

Chanel: “Smoldering Red Lipstick”

examples of catchy email subject lines: Chanel

This example from Chanel is simple but effective. Viewers can visualize a beautiful red lip, and feel enticed to click to see if the product really achieves a “smoldering” look.

Wish: “Electrify your night out.”

examples of catchy email subject lines: Wish

Wish helps the reader to see how much more fun their night could be in one of its dresses. With this imagery, they’ll want to see how fun their selection of dresses could be — especially if it’s discounted.

Drizly: “...here’s $5 to stay in.”

examples of catchy email subject lines: Drizly

This subject line is more unique than others — it makes you question what Drizly means by the first half and explicitly gives you an incentive to open the email.

Shutterfly: “Claim your UNLIMITED free photo book”

examples of catchy email subject lines: Shutterfly

While we mentioned earlier to be careful with CAPS lettering, it doesn’t overwhelm this Shutterfly subject line and makes an interesting offer.

Mediabistro: “Generous PTO and Summer Fridays”

examples of catchy email subject lines: Mediabistro

The viewer can envision themselves taking advantage of work perks like these from Mediabistro, and will feel inclined to read more on the subjects presented.

Catch more Clicks with Catchy Subject Lines

At the end of the day, if your emails aren't getting opened, they're not getting seen. By using some of our tips, we hope you can come up with creative and engaging subject lines of your own. You already have great content to share — now, prove it in your subject line.

Editor's Note: This blog post was originally published in July 2018 but has been updated for comprehensiveness.

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]]> Thu, 23 Sep 2021 19:45:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4YnpAJo_DvIwOzdsCmHakzH <![CDATA[12 Gantt Chart Examples You'll Want to Copy]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4YzscAwMCiwhyejEQ2Mq9rY

Gantt charts. Love ‘em, hate ‘em, or can’t live without ‘em, they’re a reality of a marketer’s life. But how do you make yours stand out from the rest?

I’ve gathered some of the best examples around, along with some free templates to get you started. Dive in below and find your favorite. But first ...

→ Download Now: Free Gantt Chart Template

The elements within a Gantt chart can be grouped into four categories: resources, milestones, tasks, and dependencies.

  • Resources: Project managers must have insight into what resources are needed for tasks outlined in a Gantt chart, in order for each to be completed on time.
  • Milestones: Along your timeline, there will likely be milestones, both small and large, that must be hit in order to keep your project on track. A milestone for a blog launch might be, “Blog post draft due on 5/30.”
  • Tasks: There are specific things that need to be completed along the way of your project. In our blog post example, a task might be, “Edit blog post.”
  • Dependencies: Tasks on your Gantt chart will be related to each other, for example, the editor won’t be able to complete her task of editing the blog post until the writer has met their milestone and submitted their draft on 5/30. These are dependencies and should be noted in your chart.

Benefits of Using a Gantt Chart

The main goal of a Gantt chart is to track the timeline and completion of a project. It’s beneficial for project managers who need to keep team momentum on campaigns with many moving parts, like product launches or marketing events. Here are some additional benefits of using Gantt charts: 

  • Visual tracking gives an overarching view of projects and their timelines, helping DRIs understand progress and assign responsibility accordingly. 
  • Clear project timelines aid with resource planning, as you'll know which tasks require which tools and exactly when DRIs will need those tools.  
  • Visual understanding of which project elements rely on each other for completion so PMs can inform responsible individuals of high-priority tasks. 
  • Increased transparency, as all involved parties are aware of expectations and how individual progress impacts team progress.

You can create Gantt charts in Excel, PowerPoint, Google Sheets, and more, and this tracking method can be used in a variety of industries, from marketing to construction, and even design.

So, what does that look like? Let’s dive in with some beautiful Gantt chart examples, below. Prepare to geek out.

Gantt Chart Examples

1. Gantt Chart in Excel

Creating Gantt charts in Excel is a common practice and one you’ll likely come across in your work. Excel doesn’t have a predefined Gantt chart, but the “Stacked Bar” feature is your friend, once more, allowing you to show project progression. Here’s an example of an Excel Gantt chart. Download it free, here. gantt chart excel template

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And here’s a helpful “how-to” video for the excel-challenged among us <raises hand>.

 

2. Gantt Chart in PowerPoint

Want to include a Gantt chart in your next PowerPoint Presentation? Use this PowerPoint example as your guide. PowerPoint doesn’t have a built-in Gantt feature, but you can build and edit a chart inside of the platform using their “Stacked Bar” feature.

gantt chart powerpoint template exampleImage Source

How to Make a Gantt Chart in PowerPoint

When using the above template to make a Gantt chart in PowerPoint, consider these pro tips: 

  • Leverage the task bars to your advantage and adjust their length in accordance with your plan. This template is also flexible, so you can shorten or increase the length of tasks if things come up during your project execution process. 
  • Make unique color-codes for each specific task so you can place a corresponding milestone image when completed so you can monitor your progress and immediately understand what color means what. 

3. Gantt Chart in Word

What’s that? You’re not familiar with Microsoft’s “Stacked Bar” feature yet? Well, if you’re getting friendly with Gantt charts, you’ll be using this go-to feature quite a bit.

If you’re creating a Gantt chart in Microsoft Word, you’ll stack bars once more. But if you’ll be updating and tweaking your Gantt chart regularly, Excel or PowerPoint may give you better flexibility. gantt chart microsoft word template

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How to Make a Gantt Chart in Word

When using the template above, leverage the stackable bars feature to create an interactive Gantt chart to clearly demonstrate task progress and monitor your accomplishments. 

In addition, create a daily check-ins schedule on your chart so you can move the “Today” line forward as each day goes on, helping you stay on track and understand what’s to come.

4. Gantt Chart in Google Sheets

If Google Sheets is where you spend most of your time, this is the Gantt chart for you. G-Sheets makes it easy to build customizable Gantt charts you can edit as needed -- all using a few simple formulas.

gantt chart google sheets templateImage Source

How to Make a Gantt Chart in Google Sheets

If you’re creating a Gantt chart in Google Sheets, use the above template and circulation table for automated chart creation. Simply input the information specific to your business, and the chart will be created automatically. 

You have less creative freedom with this chart, but it is great for those hesitant to create a chart from scratch.

5. Gantt Chart in Google Docs

Want a Gantt Chart you can share and collaborate on with colleagues? Consider creating your chart in a Google Document. Save it to your Google Drive and share as normal. Google offers “Stacked chart” options in their “Chart Editor,” so getting started is a breeze.

gantt chart google docs templateImage Source

How to Make a Gantt Chart in Google Docs

In Google Docs, use the timeline template documents to your advantage and give yourself an overview of your project progress. It’ll help with visualization, staying on track, and allowing you to see how you’re progressing over time so you can share information with relevant stakeholders, internal and external.

6. Gantt Chart for Editorial Calendar

Take your editorial calendar up a notch with a Gantt chart. Include publication dates as your milestones, add subgroups for each phase of content creation, and add tasks to your chart.

gantt chart example: editorial calendarImage Source

7. Gantt Chart for Project Management

Project management is one of the most common verticals relying on Gantt charts. These charts help project managers identify the tasks involved in each project, create a timeline for each task, and assign dates, tools, and progress updates for each of the tasks within the project.
gantt chart example: project managementImage Source

8. Gantt Chart for Marketing Campaign

There are many tools available that help marketers create Gantt charts especially for marketing campaigns. This example, from GanttPro offers ready-made campaign templates with predefined tasks, subtasks, and milestones. gantt chart example: marketing campaign gantt chartImage Source

9. Gantt Chart for Design Projects

Designers, you can use Gantt charts, too. Plan design launches, track brainstorming, and share draft progress with a carefully organized chart, like the example below. gantt chart example: design projects

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10. Gantt Chart for Product Launch

Product launches have many moving parts. Keep track of research, budgets, team roles, and even risk assessment in a customizable Gantt chart like this one. You can even set dependencies and assign tasks to certain people.

gantt chart example: product launchImage Source

11. Gantt Chart for Social Media Campaign

When you’re mapping a social media marketing campaign using a Gantt chart, make sure to include the tools you’ll need, the content you’ll be sharing, and the assets used on each channel. We loved this example, from Fabrik. gantt chart example: social media campaign

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12. Gantt Chart for Event Marketing

From outreach prior to the event to “Thank you” emails once it’s over, planning an event requires high levels of organization. Use a Gantt chart like this one to keep track of your strategy, team progress, and key actions before, during, and after your event.
gantt chart example: event marketing

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When you're ready to begin creating your own Gantt chart, refer to the high-quality examples on this list and download our free Excel template to get started. 

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]]> Thu, 23 Sep 2021 19:45:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4YzscAwMCiwhyejEQ2Mq9rY <![CDATA[5 Email Unsubscribe Button Ideas That Could Save Subscribers]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4bPF5BEuNincqCY3L745TL_

Do you ever wish you could unsubscribe from a conversation? As an introvert, I do, quite often. Though unsubscribing from a conversation with another person isn’t always possible (and could potentially be seen as rude), unsubscribing from emails is perfectly acceptable behavior.

As a consumer, the unsubscribe button can feel like a gift from the divine when your inbox is overflowing. As a marketer, the unsubscribe button can be standing between you and your email marketing goals if your list undergoes a mass exodus faster than you’re able to bring in new leads.

Download Now: 28 Free CTA Templates

However, the unsubscribe button in your emails doesn't have to be feared. In fact, when leveraged wisely, the unsubscribe button can be a powerful tool that helps you curate an engaged email list of your ideal customers who are ready and willing to hear your message.

Let’s break down the ins and outs of the email unsubscribe button, and how to set it up in a way that helps your business.

What is an unsubscribe button?

An unsubscribe button is a link or button module typically found at the bottom of a marketing email that gives email subscribers the chance to opt-out of future messages with one simple click.

Why Have An Unsubscribe Button

I know, the idea of subscribers leaving your list may prompt a bit of panic, especially if you have aggressive list-building goals. However, having an unsubscribe button or link can be to your benefit. One of the most important email marketing metrics you should measure is your open rate or the percentage of people on your list who actually open (and likely read) your emails.

If you have a large number of subscribers who are on your list but don’t want to be, that can significantly drive down your open rates (and negatively impact your click-through rate). Having a large email list isn’t valuable if your audience doesn’t actually want to engage with your emails, because that could indicate they are even less likely to buy your products.

Having an unsubscribe button makes it easy for those who are uninterested to opt-out of communication, freeing up space for potential subscribers who are genuinely interested in your message and product.

Do you have to have an unsubscribe button in your emails?

You may be wondering, "Do I have to have an unsubscribe button in all of my emails?"

The short answer is yes, yes you do.

In the US, the CAN-SPAM Act requires all businesses using email to include clear instructions on how to opt-out on all email communications and these opt-out requests must be honored by law. Businesses that violate the CAN-SPAM Act can face hefty fines for each email violation, so it’s in your best interest to make sure you give your subscribers a chance to opt out in every email communication you send.

Beyond the CAN-SPAM Act, there are global email marketing regulations that are designed to protect consumers and ensure they’re able to opt out of communications they no longer want to receive. People unsubscribe from emails for a number of reasons, and it’s important for businesses to honor that decision.

Unsubscribe Button Best Practices and Ethics

Now let’s cover unsubscribe do’s and don’ts.

1. Make sure your unsubscribe button uses clear language.

Avoid using confusing language or making your unsubscribe button or link difficult to understand. Doing so can be a CAN-SPAM violation. Your unsubscribe option should be clear and easy to understand for the average person.

2. Don’t hide your unsubscribe options or make them difficult to see.

Your unsubscribe button or link should be visually accessible for readers. Companies that purposefully hide or make the unsubscribe feature difficult to see can also be subject to fines and legal repercussions so avoid using fonts or colors that make your unsubscribe options hard to find or visually inaccessible.

3. Offer the option to update email preferences.

If your email service provider gives you the option, allow subscribers to update their email preferences. Perhaps they don’t want to opt out of all communications but would prefer to receive messages about specific topics or want to hear from your company less often. Doing so can help spare unsubscribes while fostering trust with your readers.

4. Avoid using negative language.

Though it may not violate any laws, having rude or whiny language in your materials when people unsubscribe can come across as needy and unprofessional, and can be a big turn-off. Honor your contact’s decision to unsubscribe, and focus on those who want to engage with your content and products.

5. Don’t require a login to unsubscribe.

Ideally, the ability to unsubscribe should be one to two simple clicks away for most users. Requiring contacts to retrieve login information or gating the unsubscribe process creates friction and can lead to frustration.

6. Include links to your company’s social media profiles.

While having a user on your email list gives you more control over when and how your company is able to communicate with them, having contacts unsubscribe doesn’t mean that’s the end-all-be-all of them interacting with your company. Make sure your emails include links to your company’s social media profiles so users who would rather keep in touch on those platforms can easily follow along.

Unsubscribe Button Examples

Looking for unsubscribe button inspiration? Check out these options.

Marketing Brew

Unsubscribe button example from The Marketing Brew

Marketing Brew is an email newsletter by The Morning Brew that focuses on marketing-related news and content. In this email footer, subscribers can easily edit their email preferences to specify how often they’d like to receive emails or unsubscribe altogether.

The Hustle

Unsubscribe button example from The Hustle

The Hustle, a HubSpot media company, has a daily tech and business newsletter where readers can offer real-time feedback about that day’s issue. The footer of each daily email has a cheeky unsubscribe button that’s easy to understand and may make the reader think twice before unsubscribing.

The Skimm

Unsubscribe button example from The Skimm

The Skimm has several variations of its popular newsletter. The Skimm Money newsletter has easy-to-understand language in the footer to empower readers to take control of their email preferences. Again, the reader could see they have subscription options that could better suit their needs which could prevent them from unsubscribing.

Lavendaire

Unsubscribe button example from Lavendaire

Self-care content and stationery company Lavendaire has a gentle message for those looking to unsubscribe, emphasizing the importance of having an engaged list.

HeyDay

Unsubscribe button example from HeyDay

HeyDay, a company that offers skincare services has an unsubscribe message that is incredibly on-brand, comparing clogged pores to full inboxes. This brand also provides a great example of giving readers the option to modify their subscription or unsubscribe completely.

When it comes to email marketing, having users unsubscribe is a natural occurrence. By making the process as straightforward and simple as possible, you can create a better experience for your contacts and brand.

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]]> Thu, 23 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4bPF5BEuNincqCY3L745TL_ <![CDATA[Cloud Integration: 6 Best Cloud Integration Platforms & Tools]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZEjqsakwX9hylmFkX7M1Jw

Cloud-based applications make it possible for marketing teams to connect with customers, conduct critical research, and make data-driven decisions that can help boost ROI.

The challenge? With other business departments using their own sets of cloud apps and services, silos quickly emerge. And this departmental disconnect is growing as application volumes increase: Recent survey data found that large businesses use 175 cloud-based apps on average, while smaller companies deploy 73 on average.

Cloud integration platforms offer a way to bridge this digital divide by making it possible for IT teams to monitor and manage disparate applications from a single, centralized system. In this post, we’ll cover what cloud integration is and the best tools you can use to break down departmental silos.

Download Now: Free Marketing Reporting Templates

Cloud Integration: When and How

As noted by research firm Gartner, the software-as-a-service (SaaS) solutions market is on track to reach more than $122 billion in 2021, fueled in large part by the demand for agile and flexible applications that let teams work anywhere, anytime.

The more applications your business uses everyday, the more complicated your IT environment becomes. As a result, it’s often worth deploying cloud integration platforms as soon as possible — companies can get familiar with key features and functions before application volumes begin to scale up exponentially.

Integration itself can be handled in-house by deploying infrastructure and services that support cloud connections, but this approach is time-consuming and costly, even for large enterprises. Cloud integration platforms, meanwhile, are designed to streamline this connective process and reduce the amount of lead time required for deployment.

Benefits of Cloud Integration

Deploying cloud integration platforms provides several benefits for businesses, including:

Improved Collaboration

Silos are problematic for small businesses — if marketing teams are using one set of applications and data, while product development, production and HR teams are using another, the results can range from mismatched business objectives that limit ROI to duplicated work that reduces total efficiency.

Cloud integration platforms offer a way to connect disparate applications and departments, making it possible for teams to leverage and collaborate on the same data in real-time.

Increased Visibility

Companies also benefit from increased visibility when using cloud integration platforms. By unifying application environments under a single solution, IT teams can easily see what’s happening, when, and why. As a result, companies are better prepared to deal with application conflicts or team requirements as they arise, rather than after the fact.

Enhanced Cost Control

Cloud applications left unchecked and unmonitored come with significant costs over time, especially if they’re continually collecting or using data. Cloud integration makes it possible for businesses to see what’s running on their network and evaluate how often applications are used, allowing them to better manage and monitor overall technology costs.

Potential Pitfalls of Cloud Integration

Generally speaking, cloud integration platforms streamline the deployment, use, and monitoring of cloud-based applications. The evolution of this market vertical means that substantive challenges are few and far between, but there is a potential pitfall that businesses must address: Choosing the right platform.

With a host of options now available and each offering a different mix of features and functions, it’s easy to get bogged down in the details. The result? Businesses may end up selecting a platform that performs adequately rather than exceptionally given their specific mix of applications, services, and staff needs.

Need some help finding your best fit? Let’s break down the top cloud integration platforms, as rated by trusted review site G2.

1. JitterBit

G2 Rating: 4.7/5.0 (228 Reviews)

Cloud integration platform: JitterbitAs one of the leaders in the iPaaS space, JitterBit lets you fuse thousands of SaaS, cloud, and on-premises applications into one interface. You can also leverage their pre-built templates and workflows to automate your business processes. Additionally, you can create new application programming interfaces (APIs) from your existing enterprise applications or data on their API platform. You can even blend your newly created APIs with external APIs to roll out new business solutions.

What we like:

Jitterbit is all about making it easy for companies to connect applications and APIs in days rather than weeks. The solution is used by thousands of companies worldwide and includes powerful app and API integration tools that empower businesses to not only streamline key processes but collect intelligence data on-demand.

2. Operations Hub

G2 Rating: 4.6/5.0 (297 Reviews)

Cloud integration platform: Operations Hub

Operations Hub leverages intelligent 2-way sync technology from PieSync to update any customer’s information in one app after it changes in the other. The cloud integration platform also gives you complete control over the apps you choose to sync, consolidates customer information from multiple apps, and stores and updates all your data in one place so you can access it and make the most accurate data-driven decisions for your business.

What We Like

Sure, we’re a bit biased, but the fact remains that Operations Hub is one of the best-reviewed cloud integration solutions on G2. With a host of tools including data sync, data quality automation, and the ability to slice and dice data on-demand, Operations Hub has everything you need to run — and grow — your business.

3. Zapier

G2 Rating: 4.5/5.0 (729 Reviews)

Cloud integration platform: ZapierWith the ability to connect to and share data with over 1,000 web apps, like Facebook, QuickBooks, and Google Drive, Zapier can automate almost any type of business process. All you have to do is build a workflow in their editor, pick the apps you want to include in your workflow, and watch your apps work together without additional intervention.

What We Like

Zapier is based on three key principles: Integrate, automate and innovate. Integration links web apps in just a few clicks, automation passes data between applications using workflows called “Zaps,” and innovation lets you build better processes with no code required. All told? It’s a win-win-win.

4. MuleSoft Anypoint Platform

G2 Rating: 4.5/5.0 (495 Reviews)

Cloud integration platform: MuleSoftTrusted by over 1,600 enterprise companies, MuleSoft Anypoint Platform lets you manage all your APIs and integrations on one platform. You can also build and integrate your APIs; integrate with any application, data, or device; deploy on-premises integrations to the cloud without rewriting any code; and protect your data and administer access to employees by leveraging edge gateways and encryption.

What We Like

Mulesoft is all about speed and simplicity. Reusable API assets make it easy to create app integrations with just a few clicks, and machine-learning recommendations help automatically transform data. Plus, businesses get real-time visibility into APIs and integrations from a single interface.

5. IBM App Connect

G2 Rating: 4.3/5.0 (207 Reviews)

Cloud integration platform: IBM App ConnectWith IBM App Connect, you can integrate your data between on-premises and cloud-based applications, build APIs on an intuitive, code-free interface, and build workflows that automate your business processes within different apps. You can also deploy IBM App Connect in any cloud or on-premises environment.

What We Like

Part of the appeal here is that IBM has long been a leader in the technology integrations and operations space, but it’s the specifics of the solution that really set it apart. Using prebuilt app connectors and agile integration architecture (AIA), organizations can easily connect all apps across all environments for maximum operational flexibility.

6. Dell Boomi

G2 Rating: 4.2/5.0 (222 Reviews)

Cloud integration platform: Dell BoomiTrusted by over 8,000 brands, Dell Boomi lets you fuse all your digital platforms into one. By uniting all your data, applications, and processes, Boomi essentially stores all of your technology systems and assets in one place. With Boomi, you can also manage your APIs, maintain the quality of your data, build workflows with minimal coding knowledge, and develop applications.

What We Like

With more than 15,000 customers worldwide, Boomi remains one of the top cloud integration platforms. The Dell solution focuses on three key areas: Data, systems, and people. It promises instant integration of all three to help accelerate and simplify cloud-based operations.

Making the Most of Cloud Integration

Cloud integration platforms can help streamline and simplify application management across your small business. More importantly, they can help break down operational silos by providing a way for teams to collaborate and connect regardless of how, when, or where they use company data. This will empower your team to deliver actionable insights and make the most of cloud-based applications at scale.

Editor's note: This post was originally published in May 2019 and has been updated for comprehensiveness.

marketing reporting templates

]]> Wed, 22 Sep 2021 23:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZEjqsakwX9hylmFkX7M1Jw <![CDATA[What is an A/A Test & Do You Really Need to Use It?]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZM2f1blTV-SF1cWWor9YPv

What's worse than working with no data?

Working with "bad" data.

As marketers, we love to test headlines, call-to-actions, and keywords (to name a few). One of the ways we do this is by running A/B tests.

Free Download: A/B Testing Guide and Kit

As a refresher, A/B testing is the process of splitting an audience to test a number of variations of a campaign and determining which performs better.

But A/B testing isn't foolproof.

In fact, it's a complicated process. You often have to rely on testing software to pull the data, and there's a high probability of receiving a false positive. If you're not careful, you could make incorrect assumptions about what makes people click.

So how can you ensure your A/B test is operating correctly? This is where A/A testing comes in. Think of it as a test to the test.

The idea behind an A/A test is that the experience is the same for each group, therefore the expected KPI (Key Performance Indicator) will also be the same for each group.

For example, if 20% of group A fills out a form on a landing page, the expected result is that 20% of group B (who are interacting with an identical version of the landing page) will do the same.

Differences Between an A/A Test and an A/B Test

Performing an A/A test is similar to that of an A/B test; an audience is divided into two similarly sized groups, but instead of directing each group to different variations of content, each group interacts with identical versions of the same piece of content.

Here’s another way to think about it: have you ever heard the idiom, "Comparing apples to oranges"? An A/B test does exactly that — compares two different variants of a piece of content to see which performs better. An A/A test compares an apple to, well, an identical apple.

When running an A/B test, you program a testing tool to change or hide some part of the content. This is not necessary for an A/A test.

An A/A test also requires a larger sample size than an A/B test to prove a significant bias. And, due to such a large sample size, these tests take much longer to complete.

How to Do A/A Testing

Exactly how you do an A/A will vary depending on the testing tool you use. If you're a HubSpot Enterprise customer conducting an A/A or A/B test on an email, for example, HubSpot will automatically split traffic to your variations so that each variation receives a random sampling of visitors.

Let's cover the steps to run an A/A test.

1. Create two identical versions of a piece of content — the control and the variant.

Once your content is created, identify two groups of the same sample size you would like to conduct the test with.

2. Identify your KPI.

A KPI is a measure of performance over a period of time. For example, your KPI could be the number of visitors who click on a call-to-action.

3. Using your testing tool, split your audience equally and randomly, and send one group to the control and the other group to the variant.

Run the test until the control and variation hit a determined number of visitors.

4. Track the KPI for both groups.

Because both groups are sent to identical pieces of content, they should behave the same. Therefore, the expected result will be inconclusive.

A/A Test Uses

A/A testing is primarily used when an organization implements a new A/B testing software or reconfigures a current one.

You can run an A/A test to accomplish the following:

1. To check the accuracy of an A/B testing software.

The intended result of an A/A test is that the audience reacts similarly to the same piece of content.

But what if they don't?

Here's an example: Company XYZ is running an A/A test on a new landing page. Two groups are sent to two identical versions of the landing page (the control and the variant). Group A has a conversion rate of 8%, while Group B has a rate of 2%.

In theory, the conversion rate should be identical. When there is no difference between the control and the variant, the expected result will be inconclusive. Yet, sometimes a "winner" is declared on two identical versions.

When this happens, it is essential to evaluate the testing platform. The tool may have been misconfigured, or it could be ineffective.

2. To set a baseline conversion rate for future A/B tests.

Let's imagine that Company XYZ runs another A/A test on the landing page. This time, the results of Group A and Group B are identical — both groups achieve an 8% conversion rate.

Therefore, 8% is the baseline conversion rate. With this in mind, the company can run future A/B tests with the goal of exceeding this rate.

If, for example, the company runs an A/B test on a new version of the landing page and receives a conversion rate of 8.02%, the result is not statistically significant.

A/A Testing: Do You Really Need to Use It?

To run an A/A test, or not — that is the question. And the answer will depend on who you ask. There is no denying that A/A testing is a hotly debated topic.

Perhaps the most prevalent argument against A/A testing boils down to one factor: time.

A/A testing takes a considerable amount of time to run. In fact, A/A tests typically require a much larger sample size than A/B tests. When testing two identical versions, you need a large sample size to prove a significant bias. Therefore, the test will take more time to complete, and this may eat into time spent running other valuable tests.

However, it makes sense to run an A/A test in some cases, especially if you are uncertain about a new A/B testing software and want additional proof that it's both functional and accurate. A/A tests are a low-risk method to ensure your tests are set up properly.

A/A testing can help you prepare for a successful AB testing program, provide data benchmarks, and identify any discrepancies in your data.

Although A/A tests have utility, running such a test should be a relatively rare occurrence. While A/A test can run a "health check" on a new A/B tool or software, it may not be worth optimizing every minor alteration to your website or marketing campaign due to the considerable amount of time it takes to run.

The Ultimate A/B Testing Kit

]]> Wed, 22 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZM2f1blTV-SF1cWWor9YPv <![CDATA[When Is the Best Time to Post on Instagram in 2021? [Cheat Sheet]]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4bEfAvONVhgxqCY3L745TL_

To build a sizable Instagram following, you need to create compelling content that your audience actually craves. But if you don't post your content at the right time, most of them will never see it.So how do you figure out the optimal post time for your specific audience? The best way to find an ideal posting time is by testing the timing of your posts to see which post time generates the most audience engagement.

If you lack the resources or time to conduct your own tests, Sprout Social, a social media management platform with over 20,000 customers, has you covered. In 2020, their team analyzed customer data to see what time and day their social media posts generated the most engagement. Here's what they found.

New Data: Instagram Engagement Report [2021 Version]

Global Instagram Engagement

If 2020 taught us anything, it's that our worlds are more interconnected than ever before on a global scale. Our social media strategies have to reflect this new way of life in order for our businesses to meet their goals.

The chart below shows the global engagement on Instagram by the time of day and day of the week. Note: The time is in CDT. That means you wouldn't post at 11 AM for every timezone individually — 11 AM CDT works just fine across posts published for a global audience.

Need a visual to strategize around? Check out this Sprout Social chart which shows Global Instagram Engagement hotspots.

Global Instagram Engagement Graph by Sprout Social

Image Source

Sprout Social went into even more detail about the best times to post on Instagram, including the best times for post engagement. We've summarized the key findings from their report into a quick cheatsheet that you can reference later.

Best Time to Post to Instagram Cheatsheet

Best Time to Post on Instagram Cheat sheet

The day of the week on which you post can change how much engagement you get during that same time.

Why? Think about the little differences in your daily mood and routine — the ones you might not realize you have — and how they affect your behavior. The same goes for everyone following your Instagram account.

As much as we don't like to admit it, many of us check our social media first thing in the morning to catch up on the night before. Then, it's time for a lunch break scroll. Finally, we take one last look at what our friends and favorite brands are up to before bed. It makes sense that the heaviest engagement hours align with the way our audiences live their lives.

Here's another look at the best times to post on Instagram each day as well as some additional insights from Sprout Social:

Best Time to Post on Instagram Each Day

  • Monday, Wednesday, and Friday, 11 AM - 12 PM CDT - Consider that most of your followers are taking a lunch break around this time and will be more likely to scroll through Instagram to catch up on the latest from their friends, favorite brands, and influencers. During these time periods, share content that is easy to engage with and share.
  • Tuesday, 11 AM - 2 PM CDT - Similar to the above, lunch breaks are common around these hours. However, the longer timeframe can be a fitting opportunity to share long-form content like IG TV videos or even go live on Instagram.
  • Thursday, 11 AM CDT - For these shorter lunch breaks on Thursdays, try posting Instagram stories with engagement boosters like polls, questions, and quizzes to get quick responses that users will come back to read later on.

When scheduling posts for Instagram, the same hours may not work for each day. Consider both the day of the week and the industry you're in (we'll talk about the latter in just a minute).

Pro Tip: Post to Instagram between 7 AM and 10:30 AM CDT from Monday to Friday. You'll get the most consistent engagement that way because your content will have time to pick up views and shares leading into the peak engagement hours around 11 AM CDT.

Best Time to Post on Instagram by Industry

The general data above about optimal post timing is a great starting point for growing an engaged Instagram audience. But if you want to get more granular, here are the best times to post on Instagram if your organization is in the technology, restaurant, education, healthcare, and non-profit industries, according to Sprout Social's research.

Best Times to Post on Instagram for Technology Companies

Best time to post on instagram for tech companies

  • Best Time: Monday 10:00 AM - 10:00 PM CDT
  • Most Consistent Engagement: Monday - Friday, 8:00 AM - 6:00 PM CDT
  • Best Day: Monday
  • Worst Day: Sunday

Best Times to Post on Instagram for Restaurants

Best time to post on instagram for restaraunts

  • Best Time: Monday 9 AM - 1 PM
  • Most Consistent Engagement: Monday 9 AM - 1 PM
  • Best Day: Monday
  • Worst Day: Saturday

Best Times to Post on Instagram for Educational Organizations

Best time to post on instagram for education
  • Best Times: Friday 4:00 AM - 5:00 AM, Thursday 2:00 PM CDT
  • Most Consistent Engagement: Friday 4:00 AM - 1:00 PM CDT
  • Best Day: Friday
  • Worst Day: Sunday

Best Times to Post on Instagram for Healthcare Companies

Best time to post on instagram for healthcare

  • Best Times: Tuesday 8 AM - 12 PM, 5 PM - 8 PM
  • Most Consistent Engagement: Sunday, 8:00 AM - 9:00 AM CDT
  • Best Day: Monday, Tuesday
  • Worst Day: Saturday

Best Times to Post on Instagram for Nonprofit Organizations

  • Best Time: Wednesday 10 AM - 6 PM CDT
  • Most Consistent Engagement: Monday to Friday from 11:00 AM to 8:00 PM CDT
  • Best Day: Wednesday
  • Worst Day: Sunday

Boost Instagram Engagement on Your Schedule

Organic Instagram engagement and a scheduled posting schedule go hand in hand. Each industry has natural peaks and valleys of engagement throughout the day which means your Instagram strategy should flow with them. Use this helpful cheat sheet to plan your social media calendar for next quarter and watch your engagement rate soar.

Editor's note: This post was originally published in February 2021 and has been updated for comprehensiveness.

instagram statistics

]]> Tue, 21 Sep 2021 19:45:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4bEfAvONVhgxqCY3L745TL_ <![CDATA[Want to Be a Better Manager? Work on These 7 Management Skills]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4bEfAvONVhgxilmFkX7M1Jw

You’ve worked hard to become a manager and now you feel ill-prepared. Or perhaps you’ve been in your role for a while and feel stuck, stagnant.

The imposter syndrome sets in and you’re not sure how to succeed in this role.

→ Click here to download leadership lessons from HubSpot founder, Dharmesh Shah [Free Guide].

Management skills aren’t innate, they’re learned over time so the work is never fully done. Succeeding as a manager is a fluid dance that requires a willingness to learn.

If you’ve already identified areas of improvement, this article will offer actionable tips. If you have no idea where to start, you will learn the top management skills every people manager needs and the ways to refine the ones you already have.

Types of Management Skills

There are three facets of management skills that every leader will need to succeed in their role.

The first is interpersonal skills. How are you with people?

Are you able to build relationships with leaders, peers, and direct reports? Would they describe you as trustworthy and reliable?

To be a great manager, you have to hone the skills to navigate conversations within – and outside of – your team. On a personal level, interpersonal skills will allow you to empathize, celebrate and motivate those around you.

The next facet of management is the strategic facet. As a leader, you’ll be tasked with identifying roadblocks, problem-solving and developing strategies to improve efficiency. This can be anything from helping your team improve its workflow to providing an innovative way to reach customers.

As for the technical piece, think of this as the foundational piece. It includes software knowledge, the ability to operate certain machinery, expertise in equipment used at your company.

To be a great manager, you should aim to be strong in all three management areas. Start by ranking yourself in each area and identify which one(s) you should focus on improving.

Read the following section on what steps to tackle next.

Developing Management Skills

So you’ve identified some management areas you want to want on. So how do you actually develop them? There are three main ways:

  • Training – This is the first thing you should do once you know what you want to work on. Ideally, your company offers internal training to help leaders like you improve their skills. You can also seek out training programs online and reach out to your business network.
  • Mentorship – A mentor is a valuable asset to have when learning how to model new behaviors and skills. With a mentor by your side, you can discover new ways to do things, get feedback on your process, and brainstorm ideas.
  • Experience – Nothing beats experience. While getting training and a mentor is great, going through your own experiences is the best way to learn. While it isn’t always the easiest route, as you can hit roadblocks and make mistakes, you’ll likely face unique situations that will prepare you well for the future.

Top People Management Skills Every Leader Needs

As a people manager, you have to be multi-faceted – able to support your team, colleagues, and leaders all at once.

Here are the top skills you’ll need to succeed:

  • Communicator
  • Motivator
  • Able to take accountability
  • Business-minded and strategic
  • Problem-solver and decision-maker
  • Organized and willing to delegate
  • Trustworthy and reliable

Your team will look to you for guidance and support, your peers will look to you for collaboration and your leaders will look to you for strategic thinking and an innovative spirit.

1. Get to know your team.

In an ideal world, you would use the same approach to manage your team. In reality, everyone operates differently and requires a different management style.

To know what works best for your team, you have to get to know them. You’ll find that each person varies in how they communicate, receive feedback, want recognition, address conflicts, and more.

So, how do you get to know them?

  • Have weekly 1-on-1s.
  • Conduct personality assessments and surveys.
  • Have non-work activities on a regular basis, like a weekly watercooler or a monthly game night.
  • Ask them about themselves, like "What are your goals for the next 6 months?", "How do you prefer to be recognized?".
  • Host team-building activities.

Once you understand which approach to take, you’ll build a stronger relationship with your team and be equipped to handle any roadblocks down the line.

2. Be empathetic.

Now more than ever, employees want empathetic managers and leaders.

A 2021 State of Workplace Empathy Study, administered by software company Businessolver, revealed that only 1 in 4 employees believed empathy in their organizations was "sufficient."

The same study revealed that while the majority of CEOs recognize the positive impact an empathetic culture has on business, 68% still fear they’ll be less respected if they show empathy.

The same study "84% of CEOs and 70% of employees believe empathy drives better business outcomes" however 68% of CEOs say they fear they will be less respected if they show empathy in the workplace, up 31 points from last year."

However, one study suggests that couldn’t be further from the truth.

According to the 2020 Empathy in the Workplace study by the Center for Creative Leadership, leaders see managers who show more empathy to their direct reports as better performers than those who show less or little empathy.

How do you show empathy? Here are a few ways:

3. Build trust.

Trust is a core pillar of any workplace environment.

In 2017, Harvard Business Review reported that employees who work in a culture of trust are more productive and have higher energy levels. High-trust organizations also have better employee retention rates.

The key thing to remember here is that trust is a two-way street. Employees must trust their managers to support and guide them. However, managers must also instill trust in their team.

Otherwise, you’re left with a micromanager who’s unwilling to delegate and empower their team.

Building trust takes time, but here are some tactics you can start using today:

  • Be transparent about the reasons behind your decisions, address mistakes and setbacks, be clear about your goals and vision.
  • Follow-up on conversations you’ve had with your team. It will show that you listen and take action.
  • Make yourself available to your team, whether it’s by having an open-door policy, setting office hours, having regular 1-on-1s.

4. Uplift and celebrate your team.

When I spoke to 5 HubSpot managers on their management journey, they shared one common belief: A key part of their role involved taking a backseat to allow their team to step into the spotlight.

This can take many forms. One way to uplift your team is by identifying high-visibility opportunities. For instance, your direct report suggested using the audio and video content platform Casted for an upcoming project.

Instead of relaying the message to the DRI, you could find a way for your direct report to collaborate on the project.

Start by checking in with your team to understand their goals and from there, you can find opportunities that will help them meet their objectives.

Another way to uplift your team is by recognizing their performance.

One thing to keep in mind is that not everyone likes recognition the same way.

Some employees may like public recognition while others prefer private, quieter celebrations. This goes back to knowing your team and understanding how they operate.

5. Learn how to manage your time.

Time management is a skill you should master, whether you’re a team lead or an individual contributor.

As a manager, it’s particularly important because you’re responsible for more than just your work. As such, you’ll need to organize your time in a way that factors in your tasks as well as time to support your team.

6. Cultivate self-awareness.

Do you know what your strengths and weaknesses are?

Some of us never think about them outside of job interviews, but it’s important to check in with yourself on a regular basis.

This self-assessment will allow you to identify areas of improvement and seek out resources to be a better manager for your team.

7. Lean on your peers and mentors.

You’ve done everything you can on your end to become a better manager. That’s great – now lean on those around you.

Your peers can offer insight into their strategies and thought processes to help you on your own. A mentor will have a breadth of knowledge and experience that you can learn from to grow as a manager.

In fact, one 2019 CNBC/Survey Monkey survey found that employees are more likely to be satisfied with their job when they have a mentor than those who don’t.

We naturally tend to stay in our comfort zone and seek out information that validates our current beliefs and biases. By seeking out guidance from others, you widen your lens and gain an opportunity to do things differently.

Improving your management skills won’t happen overnight. However, if you stay in tune with your team’s needs and maintain a willingness to learn, you’re well on your way.

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]]> Tue, 21 Sep 2021 19:45:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4bEfAvONVhgxilmFkX7M1Jw <![CDATA[Are Employees More or Less Productive Than They Were in 2020? How Marketers Can Navigate [New Data]]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4YtjMo8wJVfWSlmFkX7M1Jw

2020 was a whirlwind year for managers.

For instance, among her own personal experiences learning how to work in a pandemic, my manager also needed to demonstrate empathy for employees who had stresses that interfered with their ability to work at their best.

She adjusted deadlines, re-defined team goals, and created new standards for success that enabled her employees to perform well while also dealing with everything else they had on their plates — including childcare, health concerns, and, well, a global pandemic.  

Amidst the stresses of 2020, you'd be hard pressed to find a manager who didn't make exceptions for her employees as they settled into this "new normal".

But now, as we near the end of 2021, most of us have fully adjusted. I've ordered an at-home monitor and standing desk; my teammates and I regularly touch-base during our weekly Zoom meetings; and, in some respects, I'm more productive at home than I ever was in the office. ("Meet at the Smoothie Bar?" "Sure! Be there in five.")

Which leads me to question: Are employees more productive now than they were in 2020? And, if they're not, how can leaders respond to this potentially long-term shift in productivity levels?

Here, we conducted a survey to determine whether employees have become more or less productive than they were in 2020. We also asked respondents whether their work environment impacts their productivity — plus, how managers can boost their team's productivity in the current landscape.

Let's dive in.

→ Click here to download leadership lessons from HubSpot founder, Dharmesh Shah [Free Guide].

Are employees more of less productive in 2021 than they were in 2020?

For starters, roughly 40% of our respondents say they have the same level of productivity in 2021 as they did in 2020.

This makes sense. Most of our workspaces haven't shifted too drastically since 2020. For instance, we had a whooping 71% of U.S. employees working from home during the peak of the coronavirus in 2020 … but the number of full-time remote employees in the United States is still expected to double in 2021, as reported by Enterprise Technology Research.

This means, now that employees have fully adjusted to their new remote lifestyle, it makes sense that we'll see similar productivity levels in 2021 that we saw in 2020.

Additionally, one-fourth of our respondents feel even more productive in 2021 than they did one year ago.

To Charlene Strain, HubSpot's Associate Marketing Manager for Global Co-Marketing Acquisition & Partnerships, this shift to a more productive workplace makes sense.

Strain says, "I believe employees are more productive than they were in 2020, since we have settled into a more cohesive routine in 2021 than we had in 2020."

She adds, "Whether that's figuring out a better work-life balance, taking a step back to think about what makes us happy at work, vocalizing wins and concerns, or bringing more of our authentic selves to the workplace — it has all contributed to an improved personal and team morale over the past year."

In 2020, surveys found employees were more productive when they worked remotely than they'd been in the office … so it's impressive that some employees' have built upon that momentum to become even more productive this year than they were last.

However, a combined 24% of employees felt they were either much less productive than they'd been in 2020, or at least slightly less productive.

So … While some employees are feeling better than ever, why are others' motivation dwindling?

As Karla Cook, Senior Manager of HubSpot's Blog Program, notes: "There are a lot of valid reasons why employees might be feeling less productive and burnt out right now. We've had high expectations for things to simply 'return to normal' in 2021, but obviously that hasn't been the case for many of us."

Cook adds, "I think we're all collectively realizing there isn't a switch we can flip on in our brains to go back to 'normal work mode', and that can cause some feelings of inadequate productivity."

Many of us expected the stresses and challenges outside of work to disappear with the new year. We likely expected to 'hit the ground running' in our roles, but as we've seen, it hasn't quite turned out like that — the old way of life, and work, doesn't seem to be returning anytime soon. 

All of that might result in unrealistic expectations to perform at pre-pandemic levels. As Cook puts it, "There's pressure to return to a pre-pandemic level of work and way of life, or even go above and beyond that, and I think that's backfiring in a lot of cases and making a lot of people feel like they aren't doing enough."

Perhaps the decrease in productivity also has to do with varying work preferences. For those who say they work more effectively from home — and who have an at-home setup conducive to remote work — it makes sense that they've reported increased productivity since the pandemic.

But there are others, like myself, who thrive on office culture. These workers need the energetic buzz of people around them, as well as a separate space outside their apartments to truly dial into their work.

It's worth noting that some employees might also not have the physical infrastructure to support a fully productive at-home office — perhaps, for instance, you have employees who need to work odd hours because they're taking care of children at home. Alternatively, maybe some of your employees have no choice but to work in distracting common spaces with other roommates.

Data supports the notion that a work environment has a strong impact on productivity. As shown in the graph below, 25% of workers report feeling more productive in a physical workspace than they do while working from home. This means some of your employees might be more productive than ever in 2021 — while others might still struggle to find their remote rhythm.  

If you do manage a team that feels they're less productive now than they were in 2020, you're in luck.

Here, I spoke with seven HubSpot Managers to learn why employees might be struggling to work in this current landscape, as well as tips for boosting productivity for 2022 and beyond.

How Managers Can Respond to Changing Productivity Levels

1. Find daily or weekly activities your team can do together.

On the Blog team, we host weekly ice breakers during our team stand-up every Monday.

There might be a similar activity you can conduct with your own team to promote relationship-building and give your employees a chance to have some fun.

As Strain told me, "To boost team productivity, especially remotely, I'd suggest having a daily and/or weekly 'question of the day' where each team member gets to ask a silly, fun, or more serious question via Slack or email. This helps the group get to know each other and take a break from the work day."

Alternatively, consider creating a team playlist for your team when working remotely. Music can be a great promoter of productivity, and it adds an element of camaraderie if you're able to get your whole team involved.

how to boost team productivity in 2022 according to hubspot manager Charlene Strain

"Having a weekly playlist in terms of theme, artist, genre, or decade — which everyone contributes to or comments on while working — is a great way to boost team morale," Strain told me.

She adds, "Alternatively, weekly team activities like two truths and a lie, maps of where we've traveled, etc. are also great opportunities for promoting productivity."

This might seem counterintuitive — Like,Wait, you want me to encourage my team to play games as a way of boosting productivity? But, in reality, building a strong team culture is a critical component for increasing productivity, as it helps your employees feel more engaged at work and increases team morale. 

As Strain puts it, "The more we get to know each other outside of work, the better team productivity is since we see each other as fully-fledged people with hobbies, worries, successes, and insecurities rather than just a name or face on the screen."

2. Paint a clear vision for your team's future.

Clint Fontanella, a Marketing Manager on HubSpot's Blog team, argues that employees are more productive in 2021 than they were in 2020 based on HubSpot's industry benchmark data.

As he points out, "Since early 2021, ad spend continues to increase, conversations have skyrocketed, web traffic remains high, and sales email and call volume continues to climb. To me, this means that sales teams are trying to play catch-up from last year and are aggressively reaching out to contacts via email, phone, and live chat to do so."

"Marketing teams," He adds, "are also working hard to meet the sales team's demand by increasing their ad spend and capitalizing on rising web traffic to acquire new contacts. If we compare contact growth from 2020 to 2021, it's significantly higher than last year."

So — amidst all that newfound demand, how do you spark optimal productivity? Fontanella says it comes down to painting a clear vision for your team's future.

He told me, "We've talked a lot about uncertainty this past year, but industries are slowly becoming more stable. Employees had to adapt to a new working world, and now that they've adjusted, you need to paint an attainable future for them to work towards rather than ambiguity and uncertainty."

Fontanella encourages managers to "set a team goal, explain how you'll achieve it, and keep employees updated as you reach new milestones along the way."

3. Foster both trust and boundaries.

It can be difficult, but a fully remote team requires an additional level of trust to operate effectively.

If you're leading a team in an office space, it's easy enough to check-in on colleagues, monitor who's working (and when), and have daily in-person interactions to understand what each team member is working on.

A lot of this disappears with remote work – and that's okay. Knowing when and where your employees work doesn't translate to knowing how well they work. As HubSpot's Culture Code states, "Results matter more than the hours we work, [and] results matter more than where we produce them."

To lead a productive remote team, then, trust and clear expectations are key.

As Team Manager of Content Conversion Carly Williams says, "For me, keeping my remote team productive boils down to two things: trust and boundaries."

"A lack of trust often leads to micromanagement, which can be really demotivating for employees. To avoid this, I stay out of the way by setting clear expectations and creating accountability."

"As for boundaries," Williams adds, "I'm conscious of the fact that working hours becomes blurred in a remote environment. To avoid overworking and burnout, I lead by example and avoid sending late night emails or Slack messages. I also encourage my team to take a minimum of one mental health day a month (outside of regular vacation time) to step out of their work routines and recharge."

If you can create trust and autonomy amongst your team, you'll likely see the outcomes you want. To do this, ensure your expectations are clear, and set healthy boundaries for your team by setting them for yourself.

Additionally, consider creating team-accessible dashboards or a shared Google Doc so team members can report on their progress without requiring constant check-ins.

4. Focus less on productivity — and more on individual well-being.

While it can be tempting to pretend nothing has changed, ignoring the reality of our current lives is detrimental to your ability to effectively lead your team.

As Meg Prater, HubSpot's Senior Manager of Content, told me — "While the pandemic, at times, has seemed less bleak or more hopeful in 2021, the landscape has changed rapidly. Employees who are struggling to keep unvaccinated children safe while sending them back to school, experiencing mental burnout at 18+ months living in this new but unbalanced normal, and evaluating everyday decisions for risk, are tired."

Prater adds, "For a lot of us, not feeling like we're giving 100% at our jobs for sustained periods of time is demoralizing. Asking people, amongst all of that, to perform at a pre-pandemic level is exhausting."

Fortunately, you shouldn't have to. Adjusting to this new normal requires empathy and learning how to manage human-to-human.

Rather than constantly focusing on output, consider how you might alter your approach to develop trust within your team and show employees you care about their well-being.

how to boost team productivity in 2022 according to hubspot manager Meg Prater

As Prater puts it, "For managers, I think the weight of checking in with employees throughout 2020 and 2021, attempting to keep morale at a new normal level, and managing results can be really difficult and draining."

She adds, "I'd recommend focusing less on productivity, and focusing more on individual professional well-being. Meeting your team members where they are, giving them the individualized and evolving support they need, and making sure they're able to take time to recharge and care for themselves or their families, is the best, most responsible thing I can do for my employees and my company this year."

To demonstrate your investment in your employees' professional well-being, ensure you're creating space for your direct reports to vocalize how they're feeling about their workload, or just how they're feeling in general.

Understanding their challenges can help you ensure you're providing them with the support they need to do their jobs at optimal levels.

5. Bring your team together to share challenges and offer solutions. 

Matt Eonta, HubSpot's Senior Manager of Project Management, believes the early pandemic days "actually energized a lot of folks who were looking for a stable, known quantity to spend time on and pour themselves into. People often seek that in times of uncertainty."

He adds, "Coupled with a lot of collaborative, interactive, and culture-focused programming, work — and the desire to be productive and successful at it — drove a lot of people in 2020, even if their home environments and obligations weren't always conducive to that."

During such a tumultuous and stressful time, checking work emails or diving into a project with colleagues likely fueled a sense of control that people weren't getting from the outside world. 

In 2021, however, we see that some employees' energy levels compared to 2020 are fading — fast. As Eonta puts it, "Into 2021, it seems some folks are finding that unsustainable. This isn't the two week or two month work-from-home mandate some expected. We're on month 18, and sustaining that energy is difficult."

Fortunately, there are solutions to re-igniting some of the energy managers saw from their direct reports in 2020. 

For his team, Eonta describes his commitment to investing in collaboration, storytelling, and shared experiences. "At an individual level, nearly everyone gets energy from solving problems and helping others."

"When our team comes together and shares more of what they're working on, the problems they face, and solutions they're investing in — it really fosters some energetic, exciting, and uplifting conversations among the larger group."

Eonta adds, "It also sets a bar for the team and builds connections we may not have known were there, especially given our inability to collocate."

It's important to note: Sustaining a work-at-all-costs mentality isn't healthy, or even possible. So if your employees are simply re-calibrating back into their pre-pandemic selves when it comes to productivity, that might not be such a bad thing. 

6. Set clear expectations. 

Being a strong leader has always depended on setting and managing your employees expectations — and Karla Cook believes that has never been more true. 

She told me, "It's always important as a manager to set very clear expectations around individual and team performance with your employees, but in times where a lot is uncertain, it becomes even more critical."

"As a manager," Cook adds, "you should be providing a lot of stability and structure around work, and checking in with your team regularly to make sure they understand what is needed from them, how they're doing, and how their contributions plug into the bigger-team picture."

To create structure around expectations, perhaps you let your employees know in weekly 1:1s how they're performing in their roles, or highlight team performance against goals in a monthly email.

Alternatively, perhaps you discuss expectations — and how your employees are performing against those expectations — in regular performance reviews. 

Whatever the case, to ensure optimal productivity, you want to be clear and specific when outlining the expectations you have for your team, and how it impacts the business at-large.

7. Acknowledge that productivity looks different for every individual.

I have a colleague who works non-stop from 9 a.m. to 4 p.m. She sits at her desk as she eats her lunch, and keeps her phone in her purse to avoid distractions. Then, at abruptly 4 p.m. every day, she leaves to attend a workout class, grab dinner, and head home.

On the other end, I have another colleague who logs on around 10 a.m. and works until 6 p.m., but he takes regular breaks for lunch, afternoon workouts, or brief morning walks. 

Both of these colleagues are exceptionally productive and hardworking — but the ways in which they achieve productivity look vastly different. 

As HubSpot's Marketing Blog Manager Lestraundra Alfred told me, "The past two years have been challenging for many people, and what we considered 'productive' pre-2020 just isn't relevant. I've learned 'productivity' is relative to the employee."

She adds, "Everyone has a different style and workflow that changes depending on what they're working on, the social climate, and personal matters they may be going through."

So … what's the solution here?

Alfred says, "Learning to support my team's productivity levels based on where they're at and how they work —  not my definition of productivity — has helped build trust and accountability."

Ultimately, as a manager, it's vital you trust your employees enough to give them the autonomy to choose where, when, and how they're most productive. 

Additionally, it's critical you take the time to assess whether your team's productivity levels compared to 2020 are actually a real concern here.

Perhaps, as Eonta pointed out, your team threw themselves into work in unsustainable ways in 2020 to avoid the harsh realities of a pandemic — and are simply re-calibrating back to a workflow that is more conducive to long-term professional and personal success. 

Alternatively, maybe the pandemic put work-life balance into perspective for your employees. 

Whatever the case, it's vital you take the time as a leader to discover the root cause of your employees productivity levels if you feel they're performing below expectations, but keep in mind they're people, too — and 2021, just like 2020, was anything but normal.

If you focus on building trust and psychological safety with your team, you'll be able to figure out long-term solutions to performance and productivity together. 

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]]> Tue, 21 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4YtjMo8wJVfWSlmFkX7M1Jw <![CDATA[What is Expert Power and How Can You Develop It?]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4YtjMo8wJVfWcb1naedg1wr

Have you heard the expression that it takes 10,000 hours of deliberate practice to make you an expert?

That's approximately 417 days if you were practicing 24 hours a day. Since that's impossible, calculating about 3-4 hours a day of deliberate practice, it would take around 8-10 years to be considered an expert at something.

Yet, perceived expertise is different. Much of the time we consider people at our company experts in a certain field, even if they haven't been in that field for 10 years yet.

That's because they have expert power.

In this post, we'll discuss what expert power is and how you can develop it as a leader.

→ Click here to download leadership lessons from HubSpot founder, Dharmesh Shah [Free Guide].

expert power

Examples of Expert Power

If you work in a corporate setting, those who are at the director level or above often have expert power since they've risen to their position presumably because of their extensive knowledge and experience. Many times those who have expert power are in positions of leadership, however, this doesn't always have to be the case.

Expert power is situational and anyone can have it in different areas. As a millennial, growing up with technology, I'm often perceived as an expert in social media. After talking to me and hearing me discuss my love of reality TV, I'm usually given expert power in pop culture as well.

On the other hand, if I was talking to my uncle, who is in a high leadership position in finance, I would have no expert power in that scenario. Expert power can switch dynamics depending on the subject matter.

When you have expert power at work, you'll stand out in your career, rise the ranks to leadership, and display confidence in your area of expertise because of your high skill level.

With expert power, you'll be trusted with high-pressure decisions and you'll feel more confident in your ability to make those decisions because of your expertise. Now, let's discuss the benefits of having expert power.

Benefits of Expert Power

1. Streamlined business decisions.

With expert power comes the ability to make more informed, streamlined decisions for your company. The longer you do something, and the more you focus on your education in that area, the better decisions you'll make, and the more confident you'll be in those decisions.

For example, when I was first getting started in writing, my process wasn't refined or streamlined. It took me much longer to complete writing tasks. Now that I've been a writer for over 10 years, I can write much quicker, and make better decisions in my writing. I know when I'm researching what to include and what not to include. That confidence and ability come with time, continuously working with my mentors and managers on my skills, and getting consistent feedback.

When you have expert power in a certain area, your decisions are more streamlined, quicker, confident, and efficient.

2. Opportunity for career advancement.

One of the main benefits of expert power in the workplace is the ability to advance your career (hopefully at an accelerated pace). When you're getting started in your career, a great thing to do is spend a lot of time learning and developing your expertise.

Once it becomes clear that you're focused on a certain area and developing certain skills, you'll have perceived expert power and be able to advance your career. Personally, I've been able to achieve promotions and advance my career because of my expert power in writing.

3. Developed leadership skills.

Besides gaining confidence and being able to further your career, you'll also be developing your leadership skills, which will be a huge benefit to your career. While I might not have expert power in something like engineering, I'm confident in my ability to lead a team of writers, because I've worked on enough teams and been doing this for a certain amount of time.

However, it's important to note that just because you're an expert in a certain field doesn't mean you'll necessarily be a good leader. That's why it's important to continue developing expert power and leadership skills. Let's dive into how to do that below.

1. Deliberate practice.

Becoming an expert in your field doesn't mean that you can just show up and achieve expertise through osmosis. You have to be deliberately practicing and studying. This means that the first step to developing expert power is to practice, practice, practice. Whether it's a tactical skill like construction or a conceptual skill like business strategy, you need to immerse yourself in the world. This means you might have to work an entry-level job to gain real-world experience in your industry.

2. Work with mentors and leaders.

The best way to continue developing your expert power is to work with mentors and leaders from who you can learn. Having a mentor means soaking up their knowledge, asking them for tips and advice, discussing what's going well in your career and what isn't going well, and then just listening. Expertise comes from experience and you can benefit from listening to the stories of other people's experiences. Additionally, you'll gain leadership skills by studying how your mentors lead others.

3. Volunteer your expertise.

Whatever level of expertise you have, don't be afraid to share it. If you work in a corporate setting and are a developing business leader, share your experiences and what you've learned when your team is discussing strategy. Don't be afraid to enter those conversations. Not only will people begin to realize that you're an expert in a certain area, but you'll also learn a lot from other people's feedback.

4. Never stop being a student in your industry.

To be an expert in something you also have to be a student in that industry. If you stop being a student, then your expertise will expire. You should read books, stay up to date with the news and trends in your field, and volunteer for projects at your workplace so you can soak up knowledge. That's how you'll truly develop expert power and maintain it.

5. Keep your credibility.

You'll only have expert power if you have credibility in your field. Maintaining your ethics and reliability is of vast importance because expert power only comes to those who can be trusted to make strategic business decisions on an ongoing basis. If your expertise is haphazard you won't have perceived power from those around you.

6. Work in a fast-paced environment.

A great way to develop expert power is to work in a fast-paced environment and learn to make strategic, decisive choices quickly. This means keeping yourself cool, calm, and collected in the face of a critical situation. With this experience, you'll develop excellent expert power and leadership skills.

7. Lead with HEART.

At HubSpot, our culture is defined by having HEART -- Humble, Empathetic, Adaptable, Remarkable, Transparent. We have a culture of amazing, growth-minded people whose values include using good judgment and solving for the customer. These traits will help you develop expert power because you'll be remarkable in your industry, but also humble enough to adapt and listen to those who have expert power in areas that you don't.

8. Be solution-oriented.

Something I'm always trying to develop as an aspiring business leader is to be solution-oriented. When you come to your manager with a problem, have a few solutions ready as well. This will help you develop your expert power because you'll get immediate feedback from your manager on your solutions. They'll be able to tell you from their experience if those solutions will work, and then you'll level up your expertise with every problem you face.

Expert power is something that is hugely important for aspiring business leaders because it's this power that gives you the ability to lead with confidence and humility. With those two things, you'll be successful in whatever industry you choose.

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]]> Tue, 21 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4YtjMo8wJVfWcb1naedg1wr <![CDATA[The Death of the Third-Party Cookie: What Marketers Need to Know About Google's 2022 Phase-Out]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZMDEBY8rh_kl1cWWor9YPv

What do marketers and Sesame Street monsters have in common? They LOVE cookies.

For years, brands have been using them to track website visitors, improve the user experience, and collect data that helps us target ads to the right audiences. We also use them to learn about what our visitors are checking out online when they aren't on our websites.

But the way we use cookies and Google ad-tracking tools could change dramatically with Google's efforts to phase phase out the third-party cookie on Chrome browsers by 2022.

The third-party phase-out was initially announced in February 2020, but Google accelerated buzz around it this month when they announced that they won't be building "alternate identifiers to track individuals as they browse across the web, nor will we use them in our products."

"We realize this means other providers may offer a level of user identity for ad tracking across the web that we will not — like PII graphs based on people’s email addresses," a Google post wrote.

"We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment. Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers," says Google.

Download Now: State of Marketing in 2021 ReportHow Marketers and Advertisers are Reacting to Google's Phase-Out

While numerous advertising agencies criticized Google's pivot, companies like GetApp have begun to research potential marketing impact. In a recent survey. GetApp, which provided HubSpot with exclusive data, discovered that: 

  • 41% of marketers believe their biggest challenge will be their inability to track the right data.
  • 44% of marketers predict a need to increase their spending by 5% to 25% in order to reach the same goals as 2021.
  • 23% of marketing experts plan on investing in email marketing software due to Google’s new policy.

Below, I'll note a brief history of how the third-party cookie phase-out, and Google's pivots for tracking security, came to be. Then I'll highlight a few things marketers should keep in mind as we get closer to 2022.

A Brief History of the Third-Party Cookie Phase-Out

While you might be seeing this news for the first time, we've been following it since 2020 and just recently updated this post to reflect Google's most recent statements.

In February of last year, a Google blog post announced the phaseout ang gave initial reasoning for the pivot. Like the statement noted in the intro, Google similarly explained that this move was being done to protect users asking for more privacy.

"Users are demanding greater privacy--including transparency, choice, and control over how their data is used--and it’s clear the web ecosystem needs to evolve to meet these increasing demands," the post wrote.

Although Firefox and Safari had already phased out the third-party cookie, Google's post said that its changes will happen over the course of two years as the tech company works with advertisers to ensure that this pivot doesn't destroy the online advertising business.

"Some browsers have reacted to these concerns by blocking third-party cookies, but we believe this has unintended consequences that can negatively impact both users and the web ecosystem," the blog post notes. "By undermining the business model of many ad-supported websites, blunt approaches to cookies encourage the use of opaque techniques such as fingerprinting (an invasive workaround to replace cookies), which can actually reduce user privacy and control. We believe that we as a community can, and must, do better."

Although Chrome isn't the first browser to phase out the third-party cookie, it's the biggest. In late 2019, Google Chrome made up more than 56% of the web browser market. Chrome also accounts for more than half of all global web traffic.

Most used website browsers.

Source: Statista

Meanwhile, Safari and Firefox, which have blocked third-party cookies since 2013, come in a distant second and third place, respectively.

Because Chrome, Safari, and Firefox will all no longer support this type of data tracking by 2022, publications like Digiday are calling Google's phase-out the "death of the third-party cookie."

What happens next?

As with any major shift involving privacy, data, and advertising, business experts and publications have been frantically buzzing about how the phase out and Google's rejection of ad-tracking will change the way we do business online.

But, do we really need to panic?

The truth is, Google Chrome's privacy efforts could heavily impact some areas of the marketing and advertising space, while other tactics will still stay pretty much the same.

However, if you're an advertiser or a marketer who's thrived on third-party data or individual data for pinpointed online audience targeting strategies, you might be worried about how you'll navigate this pivot.

Although some big changes might be underway, new alternatives are also emerging. To help you prepare for a world without third-party cookies, here are four things you should keep in mind about the latest cookie phase-out.

5 Things to Know About Google's Cookie Phase-Out and Privacy Pivots

1. Google isn't banning all cookies.

If you're thinking that all your cookie-fueled marketing strategies will soon be rendered obsolete, take a breath.

So far, Google says it's only planning to phase out the third-party cookie on its browsers. However, first-party cookies that track basic data about your own website's visitors are still safe.

In fact, in Google's 2021 announcement, the tech giant called first-party relationships "vital." So, ultimately, any first-party data you gain from your website's visitors on all browsers will still remain in-tact.

Still not sure about the difference between first-party and third-party cookies? Here's a quick breakdown.

First-Party Cookies

A first-party cookie is a code that gets generated and stored on your website visitor's computer by default when they visit your site. This cookie is often used for user experience as it is responsible for remembering passwords, basic data about the visitor, and other preferences.

With a first-party cookie, you can learn about what a user did while visiting your website, see how often they visit it, and gain other basic analytics that can help you develop or automate an effective marketing strategy around them. However, you can't see data related to your visitor's behavior on other websites that aren't affiliated with your domain.

Ever wonder how Amazon always remembers your login information, the language you speak, the items in your cart, and other key things that make your user experience so smooth? This is because Amazon uses first-party cookies to remember these basic details.

On the other hand, if you're a marketer running a website on a CMS, you'll have access to analytics dashboards that track first-party cookie data. For example, you'll usually be able to see basic analytics, such as the number of web sessions on a page, the number of pages people click on during a visit, basic browser types, geographical demographics, or even referring websites where visitors clicked a link to your site's URL. However, this data doesn't inform you of everything your visitors do online.

Third-Party Cookies

Third-party cookies are tracking codes that are placed on a web visitor's computer after being generated by another website other than your own. When a web visitor visits your site and others, the third-party cookie tracks this information and sends it to the third-party who created the cookie -- which might be an advertiser.

If you're an advertiser, third-party cookie data allows you to learn about your web visitor's overall online behaviors, such as websites they frequently visit, purchases, and interests that they've shown on various websites. With this detailed data, you can build robust visitor profiles. With all of this data, you can then create a retargeting list that can be used to send ads to your past visitors or people with similar web profiles.

Want to visualize how third-party cookie data might work? Say you research a particular smart TV on Amazon. Then, you go to another site later in the day and see an ad Amazon advertisement for the same exact product. If you aren't on an Amazon-owned site, it's very possible that this advertisement was triggered by third-party cookie data.

While first-party cookies are accepted automatically, visitors must be informed that they are accepting a third-party cookie due to the amount of data that companies can retain from them.

The bottom line? If you're just aiming to track your website's visitors' behaviors, preferences, and basic demographics only while they're on your website, you probably won't be deeply impacted by this change.

However, if you're a marketer that relies on robust data for online advertising, pop-up ads, or a pinpointed audience-targeting strategy, you'll need to continue to follow the news around this phase-out, and consider alternative first-party strategies, as the phase-out nears.

2. Many marketers saw the cookie phase-out coming.

While the "death of the third-party cookie" might seem shocking, it certainly wasn't a surprise.

Recently, governments around the world have been investigating and cracking down on data privacy issues. For example, in an October 2019 shakeup, Europe's highest court ruled that users in the EU must actively consent to all analytics cookies when they log on to a website. If not, the website can’t drop analytics or web tracking cookies on the user’s browser. 

The GDPR ruling means that websites can no longer rely on implicit opt-in (meaning, a website displays a cookie banner but the user continues to browser. Websites must not capture opt-in consent before any analytics or web tracking cookies are placed on a browser.

A banner that asks users for permission to use cookies.

If your website only catered to local or domestic users outside of the affected countries, you might not have been impacted. However, international websites took a major reporting hit as numbers from Google Analytics -- which relies on cookies -- started to appear inaccurately low.

For international brands that relied on Google Analytics, this was a scary reminder that data-driven brands are vulnerable to software-related issues. It also showed us how governance and privacy regulations could dramatically impact our strategies.

Earlier, in August, Google announced it was developing a "Privacy Sandbox." Although Google didn't have a product created when they announced the move, a blog post explained that the tool that could allow marketers to continue to publish and circulate ads to the right audiences without having the same amount of user data.

"We’ve started sharing our preliminary ideas for a Privacy Sandbox -- a secure environment for personalization that also protects user privacy," wrote Justin Schuh, Director of Chrome Engineering, in the Google blog post. "Some ideas include new approaches to ensure that ads continue to be relevant for users, but user data shared with websites and advertisers would be minimized by anonymously aggregating user information, and keeping much more user information on-device only. Our goal is to create a set of standards that is more consistent with users’ expectations of privacy."

In a January 2020 interview with Digiday, Amit Kotecha, a marketing director at data management platform provider Permutive, explained the key features of the proposed Sandbox:

“The most significant item in the Privacy Sandbox is Google’s proposal to move all user data into the [Chrome] browser where it will be stored and processed,” said Kotecha. “This means that data stays on the user’s device and is privacy compliant. This is now table stakes and the gold standard for privacy.”

Between the Privacy Sandbox and GDPR rulings that impacted data tracking, it's become apparent to marketers that the third-party cookie was at risk of governance or other tech company changeups that could render it obsolete. This was so apparent that advertising software firms and publishers were already contemplating alternative solutions before the official news of Google's cookie phase-out broke.

At this point, data management firms, like Permutive, are looking at creating alternative tools for advertisers that more heavily leverage first-party cookies and lump visitor profiles into more anonymous "segments" similar to what Google's Privacy Sandbox is predicted to do.

3. Marketers aren't just concerned about data.

While the elimination of third-party cookies on Chrome will be inconvenient to some, marketers are also concerned about Google's reasoning behind the phase-out.

Without Chrome-based third-party cookie data, you'll still be able to leverage and target Google Ads, which will be powered by Google Chrome's first-party cookies and the Privacy Sandbox tools. However, some ad software and platforms that require third-party data will take a huge hit without support from Chrome.

"This move, while good for consumer privacy (in theory) is likely going to hurt most of the third-party ad platforms that utilize these cookies to generate revenue," says Matthew Howells-Barby, HubSpot's Director of Acquisition.

"The big question behind all of this for me is what's motivating Google to phase third-party cookies out? Is it to improve privacy for the end-user or is it to gain a further grip on the ad market by forcing the adoption of Chrome's own first-party cookie, which would likely result in many of those dollars being previously spent on third-party platforms to move in Google's bottom line."

Howells-Barby isn't the only marketer to voice these concerns. In fact, in a joint statement, the Association of National Advertising and the American Association of Advertising Agencies called the tech giant out for disrupting healthy competition in the advertising space.

"Google’s decision to block third-party cookies in Chrome could have major competitive impacts for digital businesses, consumer services, and technological innovation," the statement said. "It would threaten to substantially disrupt much of the infrastructure of today’s Internet without providing any viable alternative, and it may choke off the economic oxygen from advertising that startups and emerging companies need to survive."

Later in the statement, the two advertising groups urged Google to push back the third-party cookie "moratorium" until effective and meaningful opportunities were made available to advertisers.

4. Google won't stop tracking people entirely.

While Google will not invest in tech that tracks people at an individual level, it will still be investing in alternatives. Along with Google's Privacy Sandbox development, the company has already seen successful advertising results from FloC, a technology that tracks groups of people rather than individuals.

"Our latest tests of FLoC show one way to effectively take third-party cookies out of the advertising equation and instead hide individuals within large crowds of people with common interests," Google's recent announcement explained.

"Chrome intends to make FLoC-based cohorts available for public testing through origin trials with its next release this month, and we expect to begin testing FLoC-based cohorts with advertisers in Google Ads in Q2. Chrome also will offer the first iteration of new user controls in April and will expand on these controls in future releases, as more proposals reach the origin trial stage, and they receive more feedback from end users and the industry," the post added.

5. This move still opens the door for innovation in advertising

While things look grim for one type of cookie, this might not be a bad thing for skilled and adaptable brands.

Although this move does cause concern, Google and other browsers have still taken a stand for user privacy. As privacy laws continue to arise, this might be a great opportunity to look at other less-vulnerable advertising alternatives just incase another governance renders one of your marketing tactics or processes as obsolete.

Why? As a marketer with an innovative mindset, you should always be asking yourself questions like, "Are we too reliant on this technology?" or "What happens if and when our strategy gets regulated?" Innovative marketers will be able to come up with more clever alternatives and ads that identify with the masses -- aside from just hyper-targeted content or annoying pop-ups.

Another area that could be innovated is the way we leverage and use data. As noted above, data management platforms are now looking to create alternative tools that help advertisers track data in a way that makes the most out of the third-party cookie. While these options might be different from your third-party cookie solutions or require some new strategizing, they would still allow you to target and learn about relevant audiences without getting intrusive.

How to Prepare for Google's Third-Party Phase-Out

Don't panic. At this point, marketers, advertisers, and data engineers alike are actively looking for solutions to determine what will happen next. And, because the third-party cookie was already weakened by Safari and Firefox ad blocking, it likely wasn't the strongest advertising tool anymore anyway.

Right now, the best thing to do as a marketer is to continue to stay up-to-date with news related to third-party cookies and other data privacy moves that could impact your business.

If your advertising strategies rely on third-party data, start considering alternatives now. As you continue to follow the news related to the phase-out, you should also vet any software or solutions that can help you better transition away from this type of cookie.

For example, although marketers are wary of Google's move, the tech giant's Privacy Sandbox and could still serve as valuable alternatives for ad targeting. You could also consider strategies or software that can better help you leverage first-party data.

Additionally, you could also revitalize older strategies, like contextual advertising. While third-party data allowed you to place ads directly in front of people who matched certain user profiles, contextual advertising allows you to circulate PPC ads on websites that rank for similar keywords as your ad. This way, if you're selling sports apparel, your PPC ad could show up on sports-oriented websites.

Lastly, to make your brand as safe as possible from future governance or monopoly-related policies, brainstorm even more basic strategies that you can still use to reach your audiences even without cookies, hyper-targeted ads, or mass amounts of data. This will allow you to be less vulnerable to technology, even when you can benefit from the latest tracking software.

Disclaimer: This blog post is not legal advice for your company to use in complying with EU data privacy laws like the GDPR. Instead, it provides background information to help you better understand the GDPR. This legal information is not the same as legal advice, where an attorney applies the law to your specific circumstances, so we insist that you consult an attorney if you’d like advice on your interpretation of this information or its accuracy.

In a nutshell, you may not rely on this as legal advice, or as a recommendation of any particular legal understanding.

Editor's Note: This blog post was originally published in February 2020 but was updated to reflect current announcements from Google in September 2021. 

state of marketing

]]> Mon, 20 Sep 2021 19:15:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZMDEBY8rh_kl1cWWor9YPv <![CDATA[7 Reasons Scale-Ups Earn Investments, According to HubSpot's Founder]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4a2HPKrBaq9dKCY3L745TL_

Every successful company starts with a single idea.

It's how those ideas are approached, molded, and questioned that dictate whether or not they go on to evolve into a startup.

However, reaching startup-dom doesn't complete the lifecycle of these ideas. Instead, becoming a startup is the moment when ideas begin to grow into something actionable, driven by a collection of intentional goals.

And as all of us who have lived the startup life know — when you're a startup, more often than not your goal is simple: to survive.

I like to think of being a startup as treading water. Succeeding as a startup requires constant motion to ensure you can find product-market-fit, drive early customer growth, and build a baseline product all at the same time. The moment you stop moving is the moment you lose traction.

And this is all before you've even begun to scale.

Fortunately, there comes a point where you've treaded water long enough to reach your first lifeboat: Investments.

That's where it gets exciting.

As startups move from idea mode to scaleup mode, there are a number of signs I look for in order to determine if I'm going to invest. Of course, not every scaleup has to get every one of these signs right to be worthy of investment, but the more positive signals a scaleup has to offer, the higher the odds of long-term success for that organization.

So, what is the secret sauce that these special startups have?

Access Free Resources to Help Your Company Scale

7 Signs that a Scaling Company is Worth the Investment

While scaling is a universal concept, the act of scaling efficiently rarely looks exactly the same for all companies.

Instead, each scale-up encounters their own unique trials, speed bumps, and roadblocks on the path to sustainable growth. When I am looking for scaling companies to invest in, I always take into account the individual circumstances of each company in the context of their growth to see whether or not they have set themselves up for long-term success.

As an investor, these are the core values I've seen that have proven to be present at companies with growth potential.

1. There's evidence of customer happiness.

The customer experience doesn't lie. In fact, it's become a key part of GTM strategies at companies like HubSpot, which are investing in Chief Customer Officers and finding more ways to serve the customer across the organization. That's all to say — the customer should be at the center of every decision.

For evidence of customer happiness, take a look at the NPS (Net Promoter Score) and other customer satisfaction scores of the company in question. If the results are in the green, you're looking at a scale-up that is already making a positive impact on their customers. If instead the results are in the red, investors take warning.

Another way to determine customer happiness is to look for low or decreasing churn. A company's retention rates are the first sign that they are either a fan favorite, or a stepping stone that customers take on their way to a more prepared company.

2. The organization's primary roles have great people.

In the early years of a startup — when the primary focus is on the product — other roles like sales, marketing, and operations aren't typically fully staffed. However, this practice doesn't cut it when it comes to scaling.

When you're a scale-up, these roles should be filled with amazing people. If not, there should at least be a plan in place to hire them.

After all, the potential of a scale-up lies in the potential of the people who are dedicated to its growth.

Without staffing all of the necessary teams with top talent, you could be unknowingly stunting your company's growth. In the early days at HubSpot, Brian and I surrounded ourselves with people who were smarter than us, and invested in people we believed in. (Somehow they weren't all developers, like I requested … but I digress …). Those investments paid off, big time, and we're still surrounded by those people today.

3. Unit economics are stable and sustainable.

Of course, no one expects scale-ups to already come with an impressive ROI. A vanity metric or single data point isn't exactly enough to convince an investor that your scale-up is worth their time and money. Instead, what I look for is stability and sustainability.

To be primed for viable growth, your customer lifetime value should be some multiple (usually 3+) of your customer acquisition cost. What this number will tell me is that your company is not only desirable by your customers, but that you already have what it takes to retain them and continue to gain value from them as they grow with you over time.

Scalability and sustainability are two sides of the same coin. With the ability to establish sustainable unit economics early on in your lifespan of startup-hood, you'll be primed to scale when the time comes.

4. The culture of the organization is well-articulated.

Company culture is not something that appears overnight. Instead, it's embedded in every decision your company makes and in the people who work at your organization. Every organization has their own specific company culture, but some are better at articulating theirs than others.

Company culture encompasses your mission, vision, and values and is the mark of a company with what speaker and author Angela Duckworth has coined as "grit." Grit is "the power of passion and perseverance," which translates nicely to what makes startups successful — having a clearly defined passion, and the perseverance to achieve the long-term vision.

Of course, to be effective, your company culture doesn't need to be composed in a slide deck with 128 slides, but it should be written down. This way, when potential investors like myself take a look at your scale-up, we won't have to spend our time guessing the motives and shared vision that drives your organization. Instead, we will be able to see how your culture guides decision-making across your organization.

It's a good idea to begin defining your culture sooner rather than later. Company culture provides a stable jumping-off point for most of your initiatives, including recruitment, retention, and alignment. The greater understanding you have of your culture, the more efficiently you'll be able to create a shared vision for your organization.

If your company culture could use a tune-up, take a look at HubSpot's Ultimate Guide to Company Culture.

5. There's a strong focus on creating customer value.

There's a reason why I'm so intent on investing in companies who keep a close eye on their customer value. By continuously integrating customer feedback and preferences into your scale-up, you'll be more prepared to proactively create customer value, as opposed to operating in a purely reactive state.

The companies that succeed today are no longer those that just delight their customers sometimes, but rather those that consistently find ways to exceed expectations and create a personalized experience.

Ultimately, the best way to maintain a strong focus on creating customer value is to open up a line of dialogue between yourself and your customers. If you haven't yet, take this as a sign to begin establishing your means of gathering customer input.

Start by asking yourself questions like:

  • How is your team getting customer input and acting on it?
  • Beyond customer support, who else is focused on the customer?
  • Is there a customer success team?
  • Have you defined the voice of your customers?
  • How is your customer involved or represented in your business' decision-making?

6. The company has a strong strategic planning process, and knows how to determine product priorities.

Remember what I said earlier about the importance of creating sustainable systems? The important thing isn't that the planning process works seamlessly and is already primed to scale.

The emphasis is on the fact that there is a process and mechanism in place for making these decisions at all.

Trust me: A disorganized planning and priority-setting process makes it impossible to scale.

The process of scaling is all about proactively setting your company up for future successes. When you have a clearly defined planning process, you're communicating to any potential investors that you are looking to the future and priming to scale.

As an aside, while you're evaluating your processes, take a look at your systems. Are they built for scaling organizations? Will it be easy to upgrade when you're ready?

7. The organization has an engaged workforce. 

Last, but certainly not least, the final sign that a company is scaling sustainably and worth investing in is the satisfaction of their employees.

An unhappy workforce is a red flag (for new hires and investors alike). Not only should a company have a process for regularly collecting employee feedback, but they should also have a proven record of responding to and acting on the results of the feedback they collect.

A handful of disengaged or unsatisfied employees is typical, but a collection of them becomes a trend to be prevented at all costs. If you experience high turnover rates, you'll want to fix that quickly — it's impossible to scale without investing in the long-term growth and development of your employees.

At HubSpot, we have an eNPS (employee NPS) survey that we conduct every quarter for all employees. This way, we are consistently in tune with their needs and preferences, so we can provide employees with the supportive work environment they deserve. We read and evaluate every comment and are constantly looking for ways to improve our employees' experience.

To begin conducting comprehensive employee surveys of your own, here is Everything You Need to Know About eNPS.

And there you have it! The secret sauce I've noticed in startups with real potential to scale, and what they did to stand out.

Whether I am actively looking for new companies to invest in or not, I always have my antenna up to notice exciting new scale-ups. To invest in sustainable models that support growth at your organization while prioritizing your customer experience, download our guide to Scaling Sales Operations for Customer-Centered Growth.

scaling showcase

]]> Mon, 20 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4a2HPKrBaq9dKCY3L745TL_ <![CDATA[How to Build and Scale a High-Performance Marketing Team, According to Leaders Who've Done It]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZH63yWk0rFJilmFkX7M1Jw

In 2020, I started using Headspace.

And, as it turns out, so did everyone else.

The meditation app, which was first launched back in 2012, initially generated roughly $30 million in revenue and, as of 2017, had 40,000 subscribers.

Today, the app has over 2 million users, and is valued at $320 million dollars. How's that for growth?

But, when any company scales that quickly, it begs the question: Will the business survive, and even thrive under its newfound success? Or will it crumble?

Perhaps your company is experiencing similar growth, and your marketing team is feeling the growing pains. Or, maybe your business is brand new, and you're focused on effectively building a strong marketing team for the first time.

Whichever the case, the challenges that come along with building or scaling a marketing team can be detrimental to an organization if handled poorly. Which is why I sat down with marketing leaders at Google, Microsoft, Wistia, Canva, and Typeform to learn their tips for successfully building or scaling a team — so that you're ready when it's your time to grow.

Let's dive in.

Access Free Resources to Help Your Company Scale

Tips for Building an Effective Marketing Team

1. Hire with diversity, equity, and inclusion in mind.

There are countless benefits to diversity in the workplace – for instance, did you know organizations with a diverse leadership team have 19% higher revenue on average than companies with less diverse leaders?

Or, how about the fact that diverse teams can solve problems faster than cognitively similar people?

Suffice to say, diversity matters.

When building an effective marketing team, it's critical to consider diversity, equity, and inclusion from the very beginning.

As Google's Global Head of SMB Partnerships Marketing, Elana Chan, told me, "Hiring is the most important thing you'll do as a leader — and that also means you need to think about DEI. It's easy when we're running fast to just ask people in our own networks to apply for open positions, but it's worth it to diversify. Every study and even my own experience has proven that diversification and different points of view are important."

Chan adds, "It takes longer to hire people who are outside of your natural network, but it's worth it. You'll get the right people for the job and also set the right tone across your organization. It's important to walk the talk when it comes to DEI, not just when it's convenient."

When you're first building out your team, you'll want to ensure you incorporate DEI into your recruitment plans. To do this, consider writing inclusive job descriptions, advertise roles through diverse channels, and standardize your interview process.

You might also try using recruitment technology like Greenhouse Inclusion to reduce the risks of unconscious bias when interviewing.

elana chans quote on building strong marketing teams

2. Hire people who are hungry enough to try anything.

If you're just starting out, you don't have unlimited budget to hire a slew of marketers who specialize in various marketing activities. Instead, you likely only have the budget for a handful of marketers — or perhaps even just one.

So … how do you make that one hire count?

Above all else, Wistia co-founder and CEO Chris Savage believes it's important to consider how driven your first marketing hire is.

He told me, "You want to find someone who is extremely hungry, and can make their own things — whether that is video, written content, or audio. Whichever assets your team needs, if you can find someone who can be both the creator and manager of those assets, then you unlock the ability to try things much more easily."

"At Wistia," he adds, "I hired a lot of misfits who were so hungry that they were willing to try anything. Maybe on paper it didn't make sense, but in reality, it was incredible."

For instance, perhaps your marketing team has identified YouTube as a viable opportunity to reach new audiences and convert those users into leads. If that's the case, consider hiring someone with experience creating video — along with a strong desire to learn quickly, and try new things. 

3. Hire a marketing customer experience (CX) leader.

When asked what the most crucial early hire on a marketing team is, John Cosley, Senior Director of Global Brand Marketing at Microsoft Advertising, told me: "Two years ago, I would have said a marketing data scientist — someone who can analyze datasets and help their organizations better understand their customers and identify future opportunities, as well as advise on marketing tactics and analysis methodologies."

"Fast forward to today," He adds, "And I would say that the marketing customer experience (CX) leader is the most crucial early hire in scaling a marketing team. Consumer journeys have increasingly become digital and multi-modal and expectations have increased around privacy and trust, personalization, and quality."

If you're interested in creating a customer experience strategy for your business, take a look at How to Define a Customer Experience (CX) Strategy.

Ultimately, a customer experience is about putting the customer first. As Cosley told me, "Consumers are more likely to value a brand that values them, so it has become critical for brands today to prioritize the customer experience all the way through the purchasing funnel."

4. Hire early. 

Hiring as you're scaling can be a bit like trying to build a plane while you're flying it.

It can be difficult and messy to get new hires up-to-speed at the same time you need them to perform optimally so your consumers don't feel the friction. To minimize these challenges, consider hiring months ahead of when you'll need certain roles filled. 

As Francois Bondiguel, Canva's Global Head of B2B Marketing & Growth, told me, "A big challenge that many face as they scale is getting the organizational structure and strategy right. This includes hiring the right people, and ensuring they have leaders in place to guide them through this transformative phase and help them remove roadblocks so they can move fast."

"On that note," Bondiguel adds, "it's important for key hires to be brought in early to ensure they are properly onboarded prior to projects ramping up. This helps avoid placing unrealistic pressure on new team members as well as the broader group."

To do this effectively, take a look at your team's long-term vision, and brainstorm which role(s) will need to be filled to get your team to the next level.

5. Use one data set to guide your entire department.

When you're first starting out, I'm willing to bet your lean startup team understands the importance of making data-based decisions … but they likely also work in silos.

Maybe you have two content strategists who focus on lead generation numbers. Then, perhaps you have another social media marketer who focuses on cost-per-acquisition.

The issue? "When you're operating in silos, there are also data silos," Chan tells me. "Which means you can never pull the same number across teams. That's a mistake. If you start off providing your team with a unified data set, then it's easier to grow together. It's much harder to merge data sets later, and then it becomes politics to determine the right numbers to use."

To fix this, ensure you have a unified system for collecting and analyzing data even when your team is small. Consider using a CRM to store your data in one place, or creating a department dashboard in Google Analytics.

Whatever the case, it's vital you provide your team with a centralized location so your data processes can grow with you as you scale.

6. Focus on customer retention in the beginning, rather than just customer acquisition. 

When you start to see your list of customers growing, it can be tempting to want more, more, more. 

But as a startup, you need to be careful. If you focus exclusively on acquiring new customers, you forget one of your strongest weapons — your existing customers. 

As Typeform's VP of Growth, Jim Kim, told me, "Many SaaS-based startups ... focus exclusively on customer acquisition and tend to neglect customer retention until they see issues with the customer base size growing."

Kim adds, "By focusing early on efforts to engage and retain the base of customers already acquired, the startup develops a more holistic understanding of the customers they serve, and can gain insights into the things customers really care about that can then be added to the acquisition activities."

To prevent customer churn, you'll want to build out an incredible customer support strategy that enables your existing customers to get their needs met. Additionally, consider how you might provide value beyond the purchase, or create a personalized customer experience so your customers know you care about them.  

As Kim points out, "It's an obvious point, but in my experience, it's hard to remember that retention can actually be a faster way to grow the customer base than new acquisition and usually has a higher marketing ROI, since it's (generally) cheaper to keep a customer than find a new one."

jim kim quote

Tips for Scaling Your Marketing Team

1. Don't stifle the energy of a startup.

As you begin to scale, the workplace inevitably changes. Before, conversations happened casually across office desks, or when grabbing a cup of coffee — now, there are formal meetings with agendas.

And, while you could previously test out a new idea without necessarily requiring buy-in from leadership, now you're expected to follow stricter processes, which limits the experiments you can try.

And yet, one thing shouldn't change as you scale.

As Chan puts it, "It's important not to stifle the energy of a startup. That's the exciting part of being where you are, and I think the acknowledgement that you're building the car as you're driving it is okay — and fun."

Chan adds, "At Google we have a saying: 'Operating at the edge of chaos'. If you imagine a frontier, one side is not enough chaos, and the other side is too much chaos. If there's too much chaos, no one knows what's happening, and nothing gets done. But if there's not enough chaos, then there's no innovation and you're not moving forward."

"It's your job as a leader to operate as closely to this frontier as possible, and I think in a startup that's even more true."

When you begin to scale, you're going to need to implement more formal processes. But these processes shouldn't restrict your employees from taking risks, testing out new ideas, and pushing the boundaries of your marketing efforts.

Consider, as you scale, how you can protect that "startup energy" at all costs.

2. Stick with what's working.

As you begin to scale, you're probably looking for new growth opportunities. And, at this point, it might feel like the sky is the limit — your business is rapidly growing, so why not take some risks?

But, while certain risks are inevitable, it's not a good idea to expand too far beyond what's already working.

As Savage told me, "If you're a startup that's making progress in terms of bringing in customers and getting them to use your product or service, then it's easy to think, 'Okay, I have one channel that's working … now let's add a channel on top of that, and another channel on top, and that's how I'll scale.' Like, PR is working, why not add paid advertising on top?"

The mistake, Savage says, is that there are often one or two channels you end up underestimating in terms of growth potential. If your content is performing exceedingly well and driving leads for the business, it's not necessarily a good idea to pivot away from content. Instead, you want to ask yourself — How much more can we expand with our content?

Chris Savage quote on scaling businesses

"There's good advice in personal finance," Savage says, "which states that most wealth is built through a concentration of risk, and it's maintained through a distribution of risk — so, basically, if you want to become wealthy, you need to take just a few big risks."

"It's the same thing when scaling customer acquisition … There are a few big things you can do. It's very important to go big on the things that are already working."

Rather than investing in social media, digital marketing, video, PR, and blogging all at once, consider which channels drive the most leads for your business. Those are the channels that got you this far, and those are likely the same channels that will get you even further if you focus your efforts.

3. Treat your culture as a business priority.

It's easy enough to foster and maintain a strong culture when you're a small team. But, as you scale and expand your team, it can get harder to protect the culture that attracted employees to your office in the first place.

And while culture might just sound like a buzzword used to replace beer garden and yearly ski trips, it's not.

In reality, culture is vital to your business' success — in fact, companies with strong cultures are 1.5X more likely to report average revenue growth of more than 15% over three years.

As Cosley told me: "In any growing organization, the key to success is embracing and honoring the culture to which you aspire. It's likely what made your company a great place to work and attracted the high-quality talent that is driving your growth."

Cosley adds, "It's not hard for core values and cultural priorities to erode or even get lost during expansion if that work is not made a priority. As you scale, you'll want to think and act intentionally about how your culture grows with you, how you define and memorialize it, how it impacts your hiring and onboarding, how you train your leadership, and how you evaluate performance."

Keep in mind — whether or not you've actively fostered it, your company already has a culture … it just might not be a strong one. And strong cultures can both attract and retain employees for the long-run, so it's an important business initiative to take the time to create one that aligns with your values and purpose.

John Cosley quote on scaling businesses

Additionally, Cosley notes, "Culture is not one-dimensional. You need to consider it across areas such as retention and hiring, diversity and inclusion, and employee engagement. And culture is contagious. Not only does it deliver more positive outcomes and business results, it helps with critical talent retention, and can lower the cost and time to acquire new talent."

"Treating your culture as a business priority is essential. Without doing so, it could be detrimental to your organization's potential."

To ensure your culture grows with your organization as you scale, take a look at HubSpot's Ultimate Guide to Company Culture.

4. Institutionalize key values on your team.

To build a strong team culture, Chan recommends institutionalizing key values.

For instance, perhaps you value autonomy, empathy, adaptability, or intellectual growth. As a leader, it's vital you use these values as foundational building blocks on which your team can grow.

Chan told me, "For me, learning and intellectual curiosity are really important, so I say to my team, 'You're responsible for making the person next to you smarter'. And that creates the onus on bringing your own best game because everyone around you is so incredibly talented — so how are you being additive, collaborative, and innovative from within that culture? You owe it to each other to be your best."

5. Praise what's right … and punish what's wrong.

Once you've identified the values that matter to your organization, it's vital you encourage those values in each of your employees.

When providing performance reviews, for instance, take the time to identify where employees have demonstrated key team values, and where they might still be lacking.

As Savage told me, "The way you scale it is, you praise the right stuff and punish the wrong stuff. It's that simple — most culture is modeled. You need the most senior people to act the way you believe you should be acting, and if you do that, it permeates the building."

As an example, let's say you value risk-taking on your team. If that's the case, you'll want to praise your team when they take risks, and even praise the failure that might result from those risks.

Alternatively, if you're in a mode where you're risk-averse and looking for optimization of processes, you'd want to praise actions that demonstrate risk management.

6. Hire for the future — not just today.

Finally, when you're scaling, you want to consider who you can hire today that will continue to meet the needs of your business even as those needs change over time.

For instance, when I was first hired at a startup, I was hired to create blog content. Fast-forward six months, and I was additionally tasked with creating a podcast, and increasing the subscriptions to an email newsletter. As the business scaled, my role changed quickly. So it's vital you hire with the future in-mind. 

When asked about the biggest challenge leaders face when scaling, Kim told me, "[It's] the challenge to balance long-term and short-term hiring. For a larger, more established business, scaling a team is not as challenging. The roles are already clearly defined, and there is likely already someone doing that job. It's easy to hire for a role like this.

"But," Kim adds, "when the team is trying to scale, the roles may be less clear and transitory. What you think you need today could be wildly different tomorrow. Balancing the needs of today, while keeping an eye out on how things might change in the future is something that's extremely hard to do."

Hiring and recruiting isn't an easy task, but to ensure you're hiring for the future, you'll want to take the time to determine someone's work ethic, flexibility, and ability to shift roles as the needs change. And, as mentioned above, you'll want to find someone who's hungry to be there.

7. Create processes for effective communication. 

As your team scales, it becomes even more important to ensure you have processes in-place to ensure fair, effective cross-team communication. 

francois quote on scaling high-performing marketing teams

For instance, perhaps you've noticed your meetings have become opportunities for your most extroverted employees to share their successes, while the majority of your team stays silent.

To combat this, consider creating a meeting agenda or slide deck, so people know what they need to share, and when. 

As Bondiguel puts it, "Another challenge is communication. You need to put good processes in place (access to documents, meeting cadence, etc.) to ensure the entire team has all the information and context they need to perform and do their best work. This has never been more important as teams adapt to hybrid work environments."

And there you have it. Whether you're officially in the scaling phase or still in the startup phase, these tips should help you ensure you're building a strong foundation for the future. 

scaling showcase

]]> Fri, 17 Sep 2021 18:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZH63yWk0rFJilmFkX7M1Jw <![CDATA[How to Create Landing Pages for Real Estate [+Examples]]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4azbJ2jt3u0yOzdsCmHakzH

When people are looking to buy or rent a new house, what's the first thing they do? That's right, they go online.

In fact, 51% of home searches start on the internet. People search Zillow, Apartments.com, Redfin, and local real estate websites.

Additionally, people also turn to the internet when they want to value their home or learn more about the real estate market.

All this to say that when it's time to generate leads in the real estate industry, posting online and creating a landing page is the first step.

In this post, we'll discuss how to create a landing page for real estate and review sample real estate landing pages to inspire your own.

Free Resource: Real Estate Strategy Template

1. Choose the type of landing page you need.

Before you can get started, it's important to understand the different types of real estate landing pages.

The three main types include:

  • Home valuation: This type of landing page lets users type in their address and get a quick idea of how much their home is worth.
  • Buying/selling websites: These websites are where buyers and sellers go to place listings online, including Zillow or Redfin.
  • Free content: This landing page is usually targeted toward those who want to start working in the real estate industry or are in the beginning stages of buying/selling. You can place free content on a landing page to get leads to download the offer so when the time comes to buy or sell, they think of you.

Depending on the type of landing page you need, the process and design will be a little different.

2. Use a simple lead capture form and search function.

When creating a landing page for real estate, the goal is to gain leads through a lead capture form asking for information (whether it be a name, email, or phone number). The first step to doing this is to have simple search functionality that is front and center in your design for home buying/selling or home valuation.

If you're creating a landing page for free content, you won't need a search function, but you will need a lead capture form that is simple and easy to use (this should also be a large part of your design that is easy to see).

The simplicity of the search function or lead capture form will make your call to action (CTA) stand out and get people searching through your site.

With Zillow, the home page has a simple search function so homebuyers can search for houses in a certain area. This keeps the site clean and it gets straight to the point -- no distractions.

real estate landing pages: zillow

3. Always pay attention to curb appeal.

Everyone knows that curb appeal is important when it comes to buying or selling a home. The same holds true for your landing page. Use clear, crisp imagery that inspires home buyers to imagine their new life in the house you're selling. When this happens, buyers are more likely to convert.

The visual design of your landing page is even more important than most landing pages. If people don't like the design of the landing page, they might not even like the house because they can't see past the poor web design.

4. Write honest copy.

The copy you write for each house should be honest. You'll want to include detailed information and use descriptive adjectives that will paint a picture for prospective buyers. But don't embellish.

When people start visiting your house they'll see what's true and what isn't. If you aren't being honest in your copy, then people won't want to work with you because they can't trust you. You should use short copy that's punchy and to the point.

Buying or selling a home is a major financial and life decision. Trust is of the utmost importance between you and your prospective leads.

5. Include testimonials.

Although most home buying efforts begin online, most people hire real estate agents through referrals. In fact, 42% of sellers who use real estate agents find these agents through referrals and 82% of all real estate transactions come from referrals. This means that customer testimonials and reviews are very important. On your landing page, include testimonials so visitors know they can trust you.

It's a particularly good idea to place testimonials near your CTA, so it motivates people to click on your form.

You can also place badges or awards on your landing pages to instill a sense of professionalism and credibility.

6. Highlight the benefits of your offer.

Depending on the type of landing page, you might need to highlight the benefit of your content offer. For example, if you have a home valuation calculator, it's important to write copy that emphasizes why this will give a seller more power in the process. Or if you're giving away a free checklist or ebook, explain how it helps people in the process of buying or selling.

This is how you'll communicate your value with your leads, which will inspire them to convert.

7. Be personal.

The intent of your landing page is important. Your landing page will look different if it's a home valuation, buying/selling, or content offer page. The point of creating a landing page is to create a personal experience for those interested in certain offers.

That's why landing pages are different from your everyday website. These pages keep customers focused on going down the path they want: searching for a home, getting in contact with an agent, etc.

Additionally, the design of your landing page should be personalized to the experience of the viewer. This means that your page should be optimized for mobile, tablet, and desktop experiences. You might also have an app that will help your visitors come back anytime they're looking for a home.

Best Real Estate Landing Pages

1. Redfin Home Valuation Landing Page

Talk about a simple landing page. This is a no-fuss home valuation landing page that lets visitors get a real-time estimate of how much their home is worth.

This landing page is a good example of being simple, using short, punchy text and engaging graphics to draw attention to the simple CTA of entering a home address.

real estate landing pages: redfin

2. Hill Realty Group

This is a great example of a realty group's home search landing page. First, it focuses on the curb appeal of the properties and areas that it sells houses in. Then, it includes a simple property search where you can include your location, bed and bath requirements, etc.

real estate landing pages: hill realty group

3. The H. Williams Group

This is a sample real estate landing page with a content offer. This realtor has a simple lead capture form enticing visitors to download her guide to Alexandria. This is a great content offer because people looking for a guide to the area are most likely going to move there and may contact her to be their realtor.

Additionally, this page is great because all the focus is on the simple capture form. The design is sleek and simple, with a logo, picture, headline, and capture form. That's it. That's why this landing page works.

real estate landing pages: the H Williams group

Creating a real estate landing page is very important for marketing your listings or offers. That's why it's important to create a landing page that will convert visitors into buyers.

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]]> Fri, 17 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4azbJ2jt3u0yOzdsCmHakzH <![CDATA[9 Creative Company Profile Examples to Inspire You [Templates]]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZGe71Ybtk4lsb1naedg1wr

What do your customers know about you?

Is it that you sell X product and that your website is located at example-domain.com? That’s not enough to build a brand identity that resonates with buyers and establishes your brand as the right choice.

Free Download: 6 Customizable Company Profile Templates

Creating a compelling company profile will help your customers understand your company beyond the basics. Ultimately, your company profile is what intrigues a new visitor to check out your products or services in more detail, and nudge potential customers into choosing your business over competitors.

In this article, we'll discuss:

To illustrate, lets’ take a look at two famous examples.

We all know about the infamous rivalry between Dunkin' Donuts and Starbucks. At the end of the day, they both sell coffee — but they've each cultivated strong, unique brands, and have attracted very different audiences as a result.

You can often overhear heated arguments regarding the topic, with people vehemently claiming one coffee chain to be better than the other. But let's say you didn't know about the rivalry, and you'd never heard of either Starbucks or Dunkin' Donuts before.

Instead, you stumble across these two very different company profile statements:Company profile example: Dunkin Donuts

Image Source

Company profile example: Starbucks

Image Source

From their opening paragraphs alone, I'm willing to bet you're persuaded to check out one brand in more detail over the other. It isn't just the language itself that gives you a sense of their business — it's the design, the font, and the color.

That’s why having a company profile is so important.

Why Company Profiles are Important

It’s quite easy to skip over company profiles and simply write a cut-and-dry “about” page that doesn’t tell much about you.

Company profiles go a step beyond the standard “about” page by sharing how your company got started down to where it is today — and why you continue to serve customers.

Here are some of the reasons why having a company profile is important:

A company profile will differentiate your brand.

A company profile will naturally describe what makes your company unique. It will automatically differentiate your brand because no other company has the exact same founding story and reason for existing that you do. Your history and values are integral parts of a brand positioning strategy, and a company profile is the one place where you can mention these pieces of information without it feeling extraneous or out-of-place.

A company profile may justify a higher price point.

If you go into detail about your production values or ethically sourced materials, you may be able to justify a higher price point for your products and services. For instance, Starbucks’ coffee may not necessarily be better than Dunkin’ Donuts’ coffee — but because Starbucks goes into detail about its high-quality ingredients, it immediately creates the sense that you’ll be paying a premium for its goods.

A company profile will build your reputation.

What do you want to be known for? As the company that started as a small family-owned shop but then grew into a billion-dollar enterprise? As the company that places sustainability and ethics at the forefront of its efforts? You can build your reputation through marketing, service, and sales campaigns, but it all begins with the company profile.

Who you are, where you come from, and why you exist will create the groundwork needed for fostering a positive reputation.

The importance of creating a company profile can’t be overstated, but if you’re not sure how to write one, don’t fret — below, we go over what you should include in your profile.

Your company profile shouldn’t be a regurgitation of your “about us” page — though your company profile can certainly be part of your “about us” page. The truth is, a company profile is less about what you do than about why you do it and how you got started doing it.

Here’s a handy list of things you should include in your company profile:

  • Your business name
  • The year you were founded
  • Your founder’s name
  • Your original business name, if you had one
  • The original reason your business was founded (or the former vision or mission for the company)
  • How that reason, mission, or vision changed over the years
  • A description of your products and services
  • Your current mission and vision statement
  • Your motto or slogan
  • Your company values

In your company profile, you should strive to describe how you solve for customers’ pain, what problems you seek to solve, and why you’re different from the competition. Those three pieces of information should be infused into every section of your company profile, as opposed to having dedicated sections.

If you’re not sure how to get started, below we'll explore some of the most creative company profile examples. That way, you can create a company profile that will attract and engage the right audience. Once you're done perusing these impressive examples, take a look at our template to get started designing your own.

Company Profile Examples

1. Starbucks

Company profile example: Starbucks (full)Starbucks' company profile has it all — the company's mission, background story, products, store atmosphere, and even folklore regarding the name. Best of all, they somehow manage to pull off sounding both genuine and grandiose. I don't know many other coffee stores that could claim that their mission is “to inspire and nurture the human spirit.”

Starbucks' company profile is a fantastic example of a store with a common household product — coffee — managing to stand out from the competition through their mission and values.

2. Wales Bonner

Company profile example: Wales BonnerIf your company has an interesting and intellectual history, you might consider creating a company profile like Wales Bonner’s. The profile reads like an essay from the very first line — "Informed by broad research encompassing critical theory, musical composition, literature and history, WALES BONNER embraces a multiplicity of perspectives, proposing a distinct notion of luxury, via a hybrid of European and Afro-Atlantic approaches."

After sharing the brand’s intellectual background, it then describes the owner’s path to founding it, starting from the time she was a college student. With a good balance of image and text, the timeline serves as a reminder of Wales Bonner’s stability and growth.

3. Diehl Group Architects

Company profile example: Diehl Group ArchitectsFor both cleanliness and ease-of-use, take a look at Diehl Group Architects' company profile. The web page uses clickable boxes to separate topics, allowing users to choose which subject they'd like to learn more about. Additionally, the entire design — including the page's background, which displays a floor-plan — mirrors the company's purpose.

4. Bloomberg

Company profile example: Bloomberg

Nearly nine out of ten people report wanting to see more videos from brands, so you might consider using a compelling video to convey your company's story, like Bloomberg does in their company profile.

Additionally, Bloomberg's profile proves the company knows its audience — they offer a few quick statistics, and then link to other areas of the site, such as Careers and Tech. While another business might do well offering a creative, long-form story, Bloomberg's typical demographic is likely more analytical.

5. Nike

Company profile example: NikeYou can get a sense for Nike's two primary purposes almost instantly — fitness and people. When you first open their company profile, you're greeted with videos of people of different ages, gender, and nationalities playing sports.

Additionally, their initial introduction is this: "Bring inspiration and innovation to every athlete* in the world.” Below, beside the asterisk, it says, "If you have a body, you are an athlete.” As you scroll, you'll see information on their internal diversity and inclusion initiative, their global community impact, and their sustainable business program, with very little mention of their products.

Nike's company profile portrays a larger, grander vision, compelling an audience to believe in their brand even before they purchase a product.

6. Seattle Cider

Company profile example: Seattle CiderSeattle Cider Company's profile is minimal and engages the user through compelling animations that demonstrate the company's cider selection. The page flows seamlessly, and provides critical information regarding the product before displaying the company's mission and values. This profile is a good example of a company that understands its users' concerns (in this case, quality ingredients), and addresses those issues while still displaying personality and flair.

7. Delta

Company profile example: Delta

Delta's page is well-organized by topic, and showcases the company's values, including efforts to engage with the community and promote sustainability. They've included brief meta-descriptions below each category. The design allows for users to click-through if they want to learn more. Overall, Delta's company profile is simple and uncluttered, but includes all the necessary information to demonstrate why Delta is unique.

8. Roam Loud

Company profile example: Roam LoudDo you have a personal story behind your company’s founding? Roam Loud’s example is one you may just want to copy. The brand’s company profile is simple yet effective, starting with a friendly greeting (“Hey there!”) and ending with a list of values. In between, the founder makes it clear why she created this brand — and why its existence is so important to her and prospective buyers.

9. MAD Architects

Company profile example: MAD ArchitectsFor simplicity and informativeness, take a look at MAD Architects’ company profile. The profile isn’t shy about the firm’s numerous accomplishments, and it gives readers the opportunity to dive deeper by listing the firm’s exhibitions, lectures, awards, and publications, all visible on different tabs within the same page. If your business is a leader in its field, it’s important to establish that in your company profile. Consider creating one similar to MAD Architects’ profile.

With this in mind, the description serves to align with the prospect as they are evaluating which providers are right for them. By leaning into a strong brand voice and providing details about what makes your company unique or superior to the prospect's alternatives, customers will believe in your brand and want to do business with you.

Examples of Company Descriptions

Here are some examples of company descriptions that enhance their organizations' company profile.

1. HubSpot

Company description example: HubSpotOn HubSpot's company profile page, you can find a quick description of the company's mission and what it does. In just a few words, HubSpot explains that the company's goal is to help businesses grow through its specialized inbound software.

2. Landed, Inc.

landed inc company description

Landed, Inc.'s About Us page starts with their vision statement: "If we want stronger schools and safer communities, we need to support those who make it possible." From there, they talk about their history before launching into their mission statement and company description. The latter is summarized succinctly in bullet points in its own separate section, making it easy for prospects to find and understand.

3. H&H Wealth

h&h wealth company descriptionIn the "Why Us" page of their website, the founder of H&H Wealth calls out what makes her different from other certified financial planners and leans into why her customers benefit from her unique perspective. She also makes a promise to her clients, which sets the expectations and the tone for the service being delivered. As a result, the tone comes across as that of a partner rather than a vendor.

4. Tesla

Tesla Company description

In this description, Tesla explains when it was founded, the company mission, and what types of products it specializes in. It also gives added information about the history of the company and how it has continued to grow with the same values.

5. Authentique Agency

Company description example: Authentique AgencyAuthentique Agency provides a lot of information up front for their customers because they know that partnering with an agency (and choosing which one on top of that) is a big decision for scaling businesses. It not only provides information about its values, but about its long-standing experience in the industry and primary goals when they work with clients.

6. The Cru

the cru's company profileThe Cru is a service that connects members with like-minded women to fuel personal and professional growth. They use an "Our Story" page as a company profile, where the founder details how the organization was formed and how she now has her own "Cru" (a play on the word “crew”). This summary is a testament to the value of the service. The "letter from the founder" style also feels very personal and welcoming.

7. H.J Russell & Company

Company description example: H&J Russell

H.J Russell & Company opens up its description with its history and specialities: "H. J. Russell & Company, founded over 60 years ago, is a vertically integrated service provider specializing in real estate development, construction, program management, and property management." It also makes its values clear in the last sentence, so that you get a snapshot of the company’s values, key value proposition, and leadership status in just a few sentences.

8. Carol H. Williams

Company description example: Carol H. Williams

Carol H. Williams, an advertising agency, doesn’t have an “about” page or a formal company description. But it does include a snapshot of what the company is all about in its “Team” page. It emphasizes its core values and uses trendy language (“#squadgoals”) to establish that it keeps up with the current trends.

Company Profile Templates

Company Profile Template

Download These Templates for Free

  • Company name
  • Established date
  • Physical address per location
  • Contact information

About Us / Our Story / Our Beginning

Here, you'll want to include a brief introduction to your company, including where, when, and by whom the company was founded, the company's mission statement, and/or the company's vision and purpose. In this section, you don't necessarily want to include products or services — instead, focus on your bigger meaning, and how you stand out from competitors. Tell your story in a compelling way — for instance, HubSpot starts their About Us section with, "More than ten years ago, we had a vision — an inbound world". HubSpot doesn't mention their products until further down the page.

If you want to add your company history in a more compact way, consider adding a company timeline, like this one:

Company history on profile template

Download This Template

Our Mission / Values

Here, you'll want to say what your company stands for on a larger scale. What is your ultimate goal, and what do you hope your products or services will give people? Take a look at these inspiring company vision and mission statement examples for ideas. Here's an example:

Compact Mission, Vision, Values slide in company profile template.

Download This Template

Our Team

Provide a picture or brief paragraph describing your team — you might focus on leadership, or provide an explanation of your company's culture. Ultimately, this section should help users understand how your employees can uniquely serve them.

Team section template for company profile

Download This Template

Our Product / Services

Describe a high-level overview of what your product is, and how you hope it will positively impact the user's life. You can link to a Product page if necessary, so keep this section relatively general.

Start Your Company Profile Today

There are a few elements that can contribute to a stellar company profile, and by adhering to a template, you can build one quickly and effectively.

Editor's Note: This post was originally published in January 2019 but has been updated for comprehensiveness.Discover videos, templates, tips, and other resources dedicated to helping you launch an effective video marketing strategy. 

]]> Thu, 16 Sep 2021 20:45:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4ZGe71Ybtk4lsb1naedg1wr <![CDATA[6 Analytical Skills Marketers Need and How to Improve Them]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4azzNdIORRaYHn9ye8UNv30

If you've ever tried to solve a Rubix Cube, you've put your analytical skills to the test. Making the colors match up requires problem-solving, logical reasoning, and pattern recognition.

While the majority of marketers will never make it to the next speedcubing competition, the skills you learn with puzzles like this are essential to a successful marketing career.

→ Click here to download leadership lessons from HubSpot founder, Dharmesh Shah [Free Guide].

In today's workforce, nearly one in four workers have a job in which analytical skills are considered the most important factor. Companies want to hire for these skills because it shows a candidate's ability to think logically and use data to inform decision-making. In fact, Indeed found the most in-demand skills for employers — and several analytical skills top the list.

That's why it's important to know how analytical skills apply to your career and what you can do to develop these skills over time.

As a marketer, being able to understand problems and provide solutions is essential to a long, successful career. It means you can take a critical lens to the details of a problem to fully understand it. This helps you notice trends, understand the steps needed to take action, and offer novel solutions. But that doesn't mean you have to throw creativity out the door. Using analytical skills to problem solve can look like a structured, methodical approach or a more creative one.

We'll explore the various types of analytical skills later on, but first, let's look at how analytical skills differ from critical thinking skills.

5 Types of Analytical Skills

Image Source

Analytical Skills vs. Critical Thinking

A person who uses logic to find patterns, brainstorm, analyze data, and make decisions based on that information has analytical skills. One of the skills required to do that is critical thinking.

In other words, critical thinking is just one of many skills you need to be an analytical thinker.

You probably use critical thinking more often than you imagine, like when you:

  • Question whether a piece of information is a fact or an opinion.
  • Break problems down to understand the reasoning behind them.
  • Draw conclusions from data, rather than a gut feeling.
  • Make intentional, rational, and goal-oriented decisions.

Marketers who have strong critical thinking skills make reasonable, logical judgments and think through every decision. They provide facts and logical arguments to back their choices, which leads to smart decisions and improves company success.

While each role has its own analytical skill requirements, there are several that will benefit any marketer throughout their career.

Example of Analytical Skills

If you're looking for a marketing role that leans towards analytics, such as a market research analyst position, it's best to develop analytical skills specific to that position and your desired industry. Analytical skills are soft skills, so you'll also want to develop hard role-specific technical skills.

For an analyst, that means mastering technical skills like Google Analytics and statistical software, while also having analytical skills such as creating data collection methods and presenting findings to senior leadership.

But across the board, all marketers can benefit from developing these in-demand analytical skills.

1. Critical Thinking

Any position across all levels of a company can benefit from critical thinking skills. It's the ability to question an idea or examine why a problem exists. This can lead you to tackle issues others thought impossible and understand whether resolving a problem is worth the time, money, and effort. Critical thinking can take many forms in marketing, such as:

  • Decision-making
  • Content and brand auditing
  • Prioritization
  • Troubleshooting
  • Case analysis
  • Correlation
  • Data interpretation
  • Judgment
  • Market research analysis

2. Data Analysis

Neil Hoyne, Chief Measurement Strategist at Google, once said, "The companies that are going to win are the ones who are using data, not guessing."

Interpreting data is more than collecting and reading information — it's making sense of what's before you by connecting patterns and recognizing trends. Strong data analysis skills allow you to pull insights from a large volume of data, which you can share with key decision-makers. This skill can show up in marketing role requirements in a few common ways.

  • ROI analysis
  • SWOT analysis
  • Data visualization
  • Pattern recognition
  • Process analysis
  • Industry and market research
  • Presentation skills
  • Measuring customer satisfaction
  • Marketing analytics
  • Customer segmentation strategies
  • Predictive analysis

3. Creative Thinking

I once had a manager who was known for saying, "The first answer isn't the answer." She knew the role creativity played in problem-solving and pushed our team to view a possible solution from all angles. Marketers with this analytical skill work to find out-of-the-box solutions and patterns that others brush past. And if you need any more convincing, 'creativity' ranks on Indeed’s top 20 list of most in-demand skills for today's workforce. At work, creative skills involve:

  • Brainstorming
  • Collaboration
  • Adaptability
  • Budgeting
  • Search engine optimization (SEO)
  • Strategic planning
  • Organizational restructuring
  • Predictive modeling
  • Campaign development
  • Branding

4. Communication

Employers consistently rank communication as a must-have skill — and for good reason. Being able to explain your idea for a project or give feedback is essential as a marketing professional.

Communicating clearly helps you keep everyone on the same page when rolling out a campaign or diffuse a problem with a deadline when it (inevitably) arises. Strong communication skills needed in marketing include:

  • Written and verbal communication
  • Body language
  • Interpersonal skills
  • Active listening
  • Conducting presentations
  • Reporting
  • Confidence and clarity of expression
  • Sharing feedback
  • Responsiveness
  • Delegating responsibilities
  • Respect and empathy

5. Problem-solving

Deciding how to respond to a harsh customer comment on social media. Distributing an advertising budget. Prioritizing which roles to hire for as a growing team.

All of these situations require analytical problem-solving skills, and all will pop up through a marketing career. Here are the problem-solving skills every marketer can benefit from developing:

  • Research
  • Data collection
  • Prioritization
  • Checking for accuracy
  • Risk-taking
  • Attention to detail
  • Dependability
  • Team-building
  • Logic and reasoning
  • Organization
  • Crisis management

6. Collaboration

Good collaboration skills can improve your working relationships, help you accomplish tasks on time, and reach your short- and long-term goals.

And nearly every marketing team has to collaborate with sales, product, business development, and creative teams to get anything done, knowing how to create synergy with your colleagues will make work smoother and more enjoyable.

The most common collaboration skills for marketers today are:

  • Persuasion
  • Adaptability
  • Time management
  • Responsiveness
  • Negotiation
  • Giving and receiving feedback
  • Emotional intelligence
  • Open-mindedness
  • Process improvement
  • Adapting to change
  • Networking

How to Improve Analytical Skills

Developing analytical skills takes time and effort. Unlike technical skills that have a structured approach to follow, analytical skills are more difficult to define and develop. There's a process to learn how to use Google Analytics for SEO, but the steps to become an effective communicator are more fuzzy and undefined.

Fortunately, analytical skills can be honed. Here how you can go about boosting your skills and contributing to your company's productivity and success.

Take courses, certifications, or on the job training.

Infinite resources exist both in-person and online that can help you improve your analytical skills. Universities and online companies like Coursera offer online schooling, HubSpot Academy offers free certification courses, and many companies provide stipends for continuing education.

Start by identifying which skills you want to improve and do research to find the resources that are right for your skill set and budget.

Find a mentor.

You likely know someone who is an excellent negotiator or always crafts the perfect email. Noticing how these people approach a situation and problem solve can help you hone your skills. Take notes, save examples, and apply their process to your work.

To take it a step further, ask them to chat over coffee or a phone call to discuss how they developed their skill. They can likely point you in the right direction or provide guidance on what you need to do to excel at the skill.

Try practice problems.

Role-playing is incredibly effective when working to improve analytical skills. Instead of simply reading a case study about an innovative digital media campaign, find a tool to help you develop your brainstorming skills.

Depending on the skill, you can find a practice book or an online resource to walk you through various mental models and scenarios. Work on an idea, and then present it to a trusted colleague or mentor to get feedback.

Play games to improve your analytical skills.

Spending hours on your phone playing Sudoku has more benefits than the personal satisfaction of beating your top score. Games that test your mental agility and memorization can improve your ability to think logically and challenge norms. While game trends are constantly changing, there are several classics that have withstood the test of time.

  1. Sudoku
  2. Jigsaw puzzles
  3. Board games (i.e. Scrabble, Settlers of Catan, Splendor, Pictionary, and Bananagrams)
  4. Computer or mobile games (i.e. Lumosity, Elevate, and Peak)
  5. Chess
  6. Crossword puzzles

Analytical Skills for Your Resume

Once you gain or improve your analytical skills, make sure to update your resume to reflect those strengths. Your resume should include a list of 10 to 20 skills, with a mix of both hard and soft skills. Note at least five to 10 analytical skills so potential employers know you have the knowledge to get your job done.

When choosing which skills to highlight, look to the job requirements section. A role may involve managing the company's social media accounts, but this typically includes collaborating with multiple teams to get the content and analytics you need to do that successfully. Showcasing a blend of technical and analytical skills is what makes you a competitive candidate.

As your career develops, you'll likely need to keep your analytical skills sharp. Be proactive by practicing and paying attention to people who have the skills you want to acquire, and you'll be on your way to solving complex problems with ease.

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]]> Thu, 16 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4azzNdIORRaYHn9ye8UNv30 <![CDATA[How to Write a Creative Brief in 11 Simple Steps [Examples + Template]]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4aVPKCUqf7m7Hn9ye8UNv30

The first step in any successful project is drawing up a game plan with a clear objective. It's one of the reasons marketers love creative briefs.

A creative brief acts as a roadmap that takes a project from ideation to completion. It ensures the scope, timeline, key stakeholders, and purpose of the project are communicated clearly. The creative brief is the single source of truth for everyone working on a project. If questions come up or tasks become unclear, the creative brief will steer things in the right direction.

If you’re just starting out in a creative role, taking on your first gig as a designer or consultant, or you simply want to get better at writing creative briefs, this article has everything you need to know to write the most effective creative briefs.

Free Download: Creative Brief Templates

Whether you’re a consultant pitching a creative brief to a client, or a project manager presenting a brief to your team, start by speaking with the project stakeholders. These discussions will help you understand the company's mission, project goals, and challenges your team faces. Then, you’ll have enough information to write a compelling brief that focuses on what’s really important to your company or client.

The idea of a creative brief sounds simple, but it can be hard to wrap a lot of important details into just a few pages. Therefore, a creative brief is typically made of eight sections that can fit on one to two pages.

Creative briefs are pretty standard documents within just about every marketing, advertising, or design team. But the format of every company's creative brief might vary slightly to suit the needs of the project or client. Below is a simple outline that will be the foundation of your creative brief. It includes the most important steps in the creative process and information that'll be relevant to stakeholders involved in the project.

Once you’re fully informed and ready to write, use the following steps to draft yours. To make it even easier, I've included a fill-in-the-blank template in the last step.

Follow Along with HubSpot's Free Creative Brief Templates

creative brief template

Download Now

1. Decide on a name for the project.

The first step in developing a creative brief is deciding on a project name. This might sound simple, but it's one of the most critical components of a creative brief. If you're building a campaign around a brand new product or service, the campaign name will be the first time many members of your team will be introduced to it. Referring to the campaign (and therefore product or service) by the correct name prevents the game of telephone from happening. Without a specific and clear campaign name, people will make up their own terminology which can alter the intent of the campaign.

To create a project or campaign name for your creative brief, keep it creative and brief. A few words or a short sentence should work just fine. If you're launching a product, identify what the call to action will be for the target audience, then center the name around that. Here are a few examples of fictional campaign names:

  • The Search for Adventure Campaign- A scavenger hunt-themed amusement park.
  • The Don't Forget Your Memories Campaign - A photo frame company.
  • The "What's hotter than Pepperco hot sauce?" Campaign - A hot sauce brand.

2. Write about the brand and summarize the project’s background.

Another simple, yet essential section is the company background. If you work in an agency setting, this is non-negotiable as your team is likely handling several client campaigns at once. However, if you're developing a creative brief for an in-house project, you'll still want to include this part. New hires on your team, freelancers, and vendors will appreciate the background that your internal team is already privy to.

The company background shouldn't be a general history of the company or a copied and pasted paragraph from the about page. Instead, tailor this to the project at hand. Set the scene with one or two sentences that sum up the brand’s mission. Follow this with a few sentences that give background on the brand and what led to the development of the project.

While some creatives have put this information all together in a quick paragraph, others separate it with headers like “Brand Statement” and “Background.”

Here are some questions to consider when writing a company background for your creative brief:

  • Has the company launched a campaign like this before?
  • Why is the company choosing to launch this campaign right now?
  • What's happening in the market and how will this campaign respond to it?

3. Highlight the project objective.

Here is where the creative brief gets more specific. The project objective should briefly explain the purpose of the project, the timeline, and the audience it'll target. This can be done in a sentence or two, but you can get creative and stylize it in sections.

This part of the creative brief will be helpful in emphasizing why the project needs to happen. The goal aspects will help you and your team align on the project’s expectations. If the company or client hasn’t identified any major challenges, you can focus this section on goals and objectives. Explain what a successful project looks like and how it will benefit the company.

Pro Tip: Writing a project objective is very similar to writing a goal, so take a look at this blog post for more detail on goal and objective writing.

Here’s an example of a sample creative brief for PayPal that offers separate sections for “The Problem” and “The Goal”:

PayPal Sample brief showing The Problem and The Goal

4. Describe the target audience.

Next, it's time to define the target audience for the project. This is the segment of your market that will directly benefit from the product or service being launched. You can take audience segmentation a step further by identifying a primary and secondary audience. Doing so will give your team more freedom to explore creative ideas that might resonate with one group more than the other.

When crafting the target audience section, be sure to include the following:

  • Demographics - Simple demographic information gives your team insight into exactly who the audience is. This includes data points like age, income, education, ethnicity, and occupation.
  • Behaviors - Buying behaviors, trends, and other customer history make up the target audience behaviors. These provide important context to the creative brief because they explain where the customer is in their buyer journey.
  • Psychographics - This is how the audience thinks and feels about your brand and the product or service you sell, in general.
  • Geographics - Digital, physical, and hybrid campaigns will benefit from having geographics stated explicitly in the creative brief so that media buyers can price ad slots in each market.

Pro Tip: Your creative brief shouldn't be too long, and this section can take up quite a bit of space. To make this section more digestible, consider using buyer personas.

Here’s how the sample brief for PayPal noted above thoughtfully explains a new product’s target audience:

PayPal sample brief target audience

5. Interpret the competitive landscape.

Knowing what your competitors are doing is advantageous for the whole team. You can use competitive data to come up with ideas that haven’t been tried yet, learn from their failed projects, or build a project that improves on a strategy they’ve used in the past.

Include a quick list of competitors with similar product or service offerings. Briefly list a few things your company has in common with them, how your brand has differentiated itself already, and a few areas where this project can help you get ahead.

6. Prepare the key message.

The key message can be the most difficult part of the creative brief to develop because just about every stakeholder will have a different opinion of what it should be. To get buy-in faster, try this simple trick. Ask yourself "We're launching this project, so what?" The so what? is your key message. It explains why your target audience should stop what they're doing and pay attention to your campaign.

The key message includes the pain point, what the audience's experience might be like without the pain point, and the benefit they'll receive as a result of your company's solution. This framework places the customer in the spotlight of the campaign. Instead of telling them what this product or service could do for them, it positions them as the main character in the journey from problem to solution.

7. Choose the key consumer benefit.

If you're launching a new product, there are likely several features and benefits that the target audience will experience when they decide to purchase it. However, it's very difficult to structure a campaign around several different features. That's why marketers and creatives use something called a key consumer benefit (KCB) in the creative brief to keep everyone aligned on the primary benefit being communicated. To choose the right KCB, you'll want to get input from the project stakeholders and rely on consumer data to guide the decision.

Pro Tip: Your KCB won't always be the fanciest feature of your product. The benefit that solves the biggest problem for your audience is a great choice for the KCB.

8. Select an attitude.

The tone and voice of your campaign create the overall attitude and that should be consistent throughout every creative element that's being developed. Identifying a few adjectives that describe the attitude of the campaign can help copywriters draft copy that sends the correct message within the right context. Graphic designers can use colors and techniques to portray the tone and voice as well.

In this section of the brief, you should also note the appropriate voice for your audience. While some audiences, like those in the business world, prefer more formal language, others might engage more with a casual, relatable tone. To substantiate your decision to choose a particular brand voice and tone, you could write something like, “Our brand voice is a casual and carefree tone because it speaks to younger Gen-Z audiences.”

Pro tip: Use a thesaurus to find specific words that evoke nuanced emotions and attitudes for a hyper-targeted campaign.

9. Determine the best call to action.

Finally, your audience needs something to do once they see your campaign. The good thing about CTAs is that they don't have to be physical actions. A CTA could have a goal to change thoughts and perceptions about your brand which doesn't require the audience to do anything at all.

Your creative brief might include several different CTAs, especially if you have a primary and secondary target audience. But it's a good idea to have one primary CTA that drives the project objective we talked about earlier.

10. Draft the distribution plan.

When the project is done, you’ll need to make sure your audience actually sees it. List a few channels or platforms on which you plan to announce the launch, as well as any promotional content you plan to create.

When drafting this section, think about your target audience. Don’t waste time on a promotional strategy that they won’t see. For example, if you’re promoting a project to Gen-Z, you’ll want to invest in social media rather than billboards or newspaper ads.

11. Share the creative brief with stakeholders.

Once you’ve drafted a creative brief, share it with the team you’ll be working with. You’ll also want to circulate it around the company via Slack, email, or presentations. If you’re a consultant working outside of a client’s company, encourage your clients to share the brief internally.

As you or your clients spread awareness, you should be open to answering questions or taking feedback from colleagues in case they have any great ideas. This strategy will improve team alignment, increase support of the project, and ensure that all of your colleagues are on the same page.

Creative Brief Template

Having trouble with the flow and organization of your brief? Here’s a simple template that could help. Copy and paste it into a document and fill in the blanks. You can also add to it or adjust it as needed for your project.

basic Creative Brief Template Example

Download More Creative Brief Templates

[Inset company or client logo at the top along with the project name.]

COMPANY BACKGROUND:

For ___ years, ______ [Brand Name] has been serving customers in the ____________ [group/job field/geographical area] with ____________________ [product or service].

[Brand Name] has made achievements including __________,__________, and ___________. We have also launched marketing campaigns that have touched on ____________,________, and ____________. With the launch of _________ [project name] they hope to ___________.

PROJECT OBJECTIVE:

With this project, the company aims to solve problems related to ____________________, while also expanding on ___________ and improving on _____________.

TARGET AUDIENCE:

Our target audience is ____ [gender], in the age range of _ and _, and live areas like ____, _____, and ______. They enjoy _____, dislike ______, and might work in fields like _____, _____, and _____. They want more of ________ and their daily pain points include ________.

Their favorite products might include _______ and ______. They learn about these products through channels including ________, _________, and _______.

COMPETITORS:

Our three biggest competitors [are/will be] ________, ________, and _______. These competitors offer _____, ______, and ______. We are ahead of them in _____ and ______, but we are behind when it comes to product offerings like __________ and _________.

KEY MESSAGE:

The target audience is experiencing __________ [pain point], but with our newest project ___________, they'll get to experience _________ [new experience without the pain point]. That's what makes ______ [solution] an unrivaled solution within the market.

KEY CONSUMER BENEFIT:

________ [feature] is the best way for our target audience to experience _____ [benefit].

ATTITUDE:

[Include three to five adjectives that describe the tone and voice of the project.]

CALL TO ACTION:

When the target audience sees our campaign, they will [feel/think/do] _________.

DISTRIBUTION:

We will promote the launch on platforms and channels that our demographic regularly engages with. These will include ________, ________, and _______.

We will also release content including _______, _______, and ________ to gain attention from our audience and inform them of the project.

Below are a few messages we will use:

  • _________________________________________________.
  • _________________________________________________.
  • _________________________________________________.

Types of Creative Briefs [+ Examples]

Creative briefs serve several purposes in the communications field. Marketers, designers, and advertisers use them differently. Depending on your role, your team, and the project you're working on, one might be more effective than the other. Below are some of the most common types of creative briefs used across industries today plus examples of what they might look like.

Marketing Creative Briefs

A marketing creative brief is most commonly used to bring campaigns to market. This type of creative brief can be used for both new and existing campaigns. Broad business goals and strategies to accomplish them are usually included in this type of creative brief. It's also not uncommon to see revenue goals and a budget included in a marketing creative brief.

Simple Marketing Creative Brief Example

Simple Marketing Creative Brief Example

Product Design Creative Briefs

Product design creative briefs outline the go-to-market strategy for a new product or feature launch. Product marketers are responsible for developing this type of brief. Developed in conjunction with the product manager, the product design creative brief will describe the features and benefits of the product and how the audience will benefit from them. Unique features of this type of creative brief include product documentation and product descriptions.

Product Design Creative Brief Example

Tech Product Design Creative Brief Example

Advertising Agency Creative Briefs

Advertising agencies develop creative briefs often for the various clients they serve. These briefs are concise and include the client's brand guidelines as well as the specific project guidelines. A budget may also be included in the brief so that all teams can make wise decisions about the tactics they recommend for the client. An account manager or supervisor develops the creative brief and shares it with client stakeholders before the agency begins working on the project.

Advertising Agency Creative Brief Example

Advertising Agency Creative Brief Example

Streamline Projects with a Creative Brief

Scope creep happens to the best of us. Projects get bigger, stakeholders are added, and the objective of the project seems to morph as time goes on. Streamline your next product launch or marketing and advertising campaign with a creative brief. As a result, you'll find that your team is more aligned with the project's goals. We've even provided free creative brief templates to get you started — download them below.

Editor's note: This post was originally published in July 2019 and has been updated for comprehensiveness.

New Call-to-action ]]> Wed, 15 Sep 2021 19:30:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4aVPKCUqf7m7Hn9ye8UNv30 <![CDATA[The Best Integrated Marketing Campaigns, According to HubSpot Marketers]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4aVPKCUqf7m7Js0ohxaO6Yr

Integrated marketing is any marketing campaign that uses multiple channels in execution. For example, you might see a popular new donut flavor in a commercial, then drive past the donut shop to see posters of the donut. And if you flip through Instagram once you get to your destination, you might see a GIF on your feed, displaying the donut.

This style of marketing is great for boosting leads and brand awareness. Using multiple sources to deliver the same campaign diversifies the audience that interacts with its content. In this post, let's look at some recent integrated marketing campaigns that delivered a great experience for customers and leads alike.

→ Download Now: Free Marketing Plan Template

Best Integrated Marketing Campaigns

1. Hyundai Elantra

Channels: Spotify, Website

A great example of an integrated marketing campaign comes from the 2021 Hyundai Elantra award-winning campaign.

To increase brand awareness among the younger, millennial demographic, Hyundai partnered with Spotify and musicians in LA, Miami, and NYC to give customers an insider's guide of the city.

The city guides were made available to audiences everywhere through Spotify podcasts, where drivers could follow along from place to place by listening to the podcast.

These guides were audio, video, and even a microsite that housed itineraries and stop descriptions.

As an associate marketing manager at HubSpot, I think this is a great campaign that utilizes the right channels for the audience that Hyundai is trying to reach.

2. "Fatima," the movie

Channels: Facebook Premiere, other social media channels

In 2020, McKinney and Picturehouse teamed up to launch a new film, Fatima, the historical drama of the Virgin Mary’s appearances to three children in Fátima, Portugal, over a hundred years ago.

The companies developed social content to inspire, connect and elevate the film’s key themes. It was a social campaign that included more than 200 pieces of content reaching 14 million people.

But one month before the movie's release, the world and Fatima were put on pause due to COVID-19. To keep people interested and engagement up for another four months, the companies created “Together In Spirit,” a virtual pilgrimage transporting people to the Shrine at Fátima. The campaign videos got more than 27 million views.

At a time when everyone was isolated, the goal of the broadcast was to provide a message of hope, and in the process, it became the best-performing Facebook Premiere event in motion picture history.

3. Hulu's HAHA Awards

Channels: Twitter, LinkedIn, YouTube, Website

One of my favorite integrated marketing campaigns to come along is the launch of Hulu's HAHA Awards. HAHA is a clever acronym, standing for "Hilarious Animated Hulu Awards," which I love.

Initially, I saw the commercial during a regular ad break while watching — of course — Hulu:

Because there's no awards show for animated content, the team at Hulu decided to change that — and get fans involved. Fans can vote for the awards on Twitter and Hulu's website.

I appreciate that anyone with a Twitter account can participate in voting, regardless of if they are Hulu customers. Some of the categories are popular TV shows, like Archer and Bob Burgers, so the masses can vote. Additionally, people without a Twitter or Hulu account can vote, just by visiting the website.

The tactic of using YouTube to introduce the campaign, as well as alternate methods of voting, makes this campaign a chance for Hulu to delight customers and earn more quality leads from social media.

4. Victoria Monet's "Audience"

Channels: Instagram, Facebook, Billboards

For the single, "Experience," R&B singers Victoria Monet and Khalid collaborated with Spotify for a release campaign. The campaign included online and in-person marketing tactics and is the favorite campaign of HubSpot staff writer Jay Fuchs.

In Canada, there was a billboard put up in Toronto, promoting the song's Spotify release. In response, Monet posted a picture on Instagram to share with her fans and promote the single:

The use of online and in-person marketing methods makes this integrated campaign one that can be seen from anywhere. From the billboard in Canada to international Facebook and Instagram fans, the release of "Experience" was anticipated globally. In fact, in one month, the single became Monet's most popular song on the streaming service.

5. Gillette, "The Best Men Can Be"

Channels: Website, YouTube

"In 2019, Gillette launched its campaign, 'The Best Men Can Be'. The campaign included an inspiring video, a landing page that celebrates male advocates and leaders in the community, and a hashtag, #thebestmencanbe, to encourage user participation across social channels," says HubSpot Marketing Manager, Caroline Forsey.

integrated marketing campaigns: gillette

Image Source

"The campaign, created in response to the #metoo movement, urged men to hold themselves to a higher standard," says Forsey. In the corresponding ad for the movement, viewers are shown hypothetical real-life instances of men stepping in to be themselves, and making positive change in their community. To heighten awareness of the movement, the landing page highlights real accounts of men upholding the hashtag Gillette created.

"While the campaign received some backlash from both stakeholders and consumers, I think it was worth the price because it redefined the shaving brand as a relevant, values-oriented brand. For me personally, I shared the ad with all my male friends and family members, and it sparked a discussion — which, really, is what marketing is all about," Forsey commented.

Gillette's tactic of getting their customers involved proved to be successful in the moment and long-term. Discussions, like the one Forsey had with men in her life, were happening nationwide. In fact, my university class had one about the campaign. This integrated campaign, boosted by real accounts, was proven to be not only successful but valuable.

6. REI, #RecreateResponsibly

Channels: Website, Instagram

Outdoor activity is at the core of REI's products. REI sells camping essentials, such as tents, clothes, and insulated containers. In 2020, REI partnered with several groups in Washington state that aim to preserve wildlife and nature, making it the favorite campaign of HubSpot marketing manager, Clint Fontanella.

Outdoor Alliance, The Outdoor Industry Association, and national parks came together for the #RecreateResponsibly campaign. The point of which was to educate the public about how to stay safe when venturing outdoors, with the main content player being graphics similar to the one below:

integrated marketing campaigns: REI

Image Source

This graphic was shared on social media to spread awareness of tips to responsibly venture outdoors to avoid health concerns. #RecreateResponsibly's hashtag asks followers to share the tips in real-life situations, shared by REI's Instagram.

With the hashtag and partnerships, the campaign is also boosted by related blog posts on REI's website. Posts like this one offer ways to stay safe while traveling.

The hashtag has been used by The National Park Service, Colorado Parks and Wildlife, and Los Angeles National Forest, and brings awareness to large audiences. The partnerships and REI's content share an educational message and an interactive component — making this campaign diverse and engaging.

7. Melt Cosmetics, "She's in Parties"

Channels: Website, Instagram, Facebook

"She's in Parties" is the name of an eyeshadow palette from Melt Cosmetics. Says staff writer Rebecca Riserbato, "The purple palette sparked a hashtag of the same name on Instagram. On the landing page for the collection, there's a section dedicated to Instagram posts with the hashtag."

The campaign inspired a purple theme, which took over the company's Facebook and Instagram accounts. Along with this social media content, influencers who were sent the palette began to upload their reviews on YouTube.

For this launch, a variety of social tactics were used. A matching social campaign, user-generated hashtag, YouTube recommendations, and a revolving landing page were all contributions to where the campaign was distributed. When you know where your audience spends their time, like the team at Melt, you can reach them with a diverse, omnichannel strategy.

8. Brew Dr. Kombucha, "Love Wins"

Channels: Website, Instagram

"In May 2020, Brew Dr. Kombucha released its signature kombucha with limited-edition colorful, rainbow-wrapping for Pride Month," Forsey recalls. "The wrapping has the lifeline number to The Trevor Project printed directly on it — the company partnered with The Trevor Project and supports the organization through proceeds of its limited-edition kombucha."

integrated marketing campaigns: Brew Dr. Kombucha

Image Source

"Along with the limited-edition wrapping, the company created a dedicated landing page for #LoveWins, and supported Pride Month with the #LoveWins hashtag across its social channels."

Forsey continues, "Ultimately, I chose this campaign as one of my favorite integrated campaigns of 2020 because I was inspired to see this brand uplift and inspire communities while giving proceeds back to an incredibly worthy cause."

The brand chose a social movement that was important to them, Pride, and celebrated it with this integrated campaign. This tactic brings awareness to a social cause, a respected organization, and enhances a celebration.

9. The New York Times, "The Truth Is Hard"

Channels: Commercial, Facebook, Billboard

In early 2018, the newspaper The New York Times was struggling. With dwindling subscriptions and dwindling trust in the news from the general public, the team behind the famous publication had to figure out how to build widespread trust.

That's where "The Truth Is Hard" came in — it was a campaign designed to offer transparency. "I think the best advertising not only gets you to pause and pay attention at the moment but also encourages the viewer to take action and learn more after the fact," says Alicia Collins, senior brand manager.

"The New York Times' 'The Truth Is Hard' campaign does that. It tells a clear and impactful story, and demonstrates the value and importance of journalism right away."

Following a tribute to journalism at the 2018 Oscars, the campaign began. The Times aired a minimalist film to display the clarity of newsprint, and challenged viewers to think about what truth means to them.

Refugee crises, sickness, and wars — the second phase dove deep into conveying what journalists endure in order to deliver the most accurate coverage. And, with a paid media campaign on Facebook, Twitter, and Instagram, all of this content was broadcast for the world to see.

integrated marketing campaigns: The New York Times

Image Source

This campaign earned the Times their highest number of new subscriptions since the paywall started, increasing signups by 100%. The multiple channels used by the news source to restore their image to the public worked and made this integrated campaign a win.

Get Started With Integrated Marketing Campaigns

Integrated marketing campaigns can help increase brand awareness, generate leads, and delight your customers. The best integrated marketing campaigns have an omnichannel approach, encourage audience engagement, and hopefully improve your brand reputation.

And the only way to truly create an integrated marketing campaign is to have a marketing plan template to help you identify the right channels, budget, and strategy for your campaign.

Marketing Plan Template

]]> Wed, 15 Sep 2021 19:30:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4aVPKCUqf7m7Js0ohxaO6Yr <![CDATA[How to Make Instagram Story Highlights [+Engage Your Audience]]]> https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4Y-aLsIR70jNClmFkX7M1Jw

Did you know that ⅓ of the most viewed Instagram Stories are from businesses? Customers want to see what businesses are posting about on "Stories," however, as you probably know, those are only viewable for 24 hours.

But what if your audience wants to save those Stories and come back to them later (whether for a link or to reference something)? This is why Instagram added the "Highlights" feature several years ago.

With this tool, brands can save Stories so that customers can look at them whenever they want, indefinitely.

In this post, we'll walk you through how to make an Instagram Story Highlight, and then dive into expert tips on how to use the feature to engage your audience.

Click here to access a month's worth of Instagram tips & free templates.

1. Tap on the plus sign from your profile.

The first step in creating an Instagram Highlight is to tap on the plus sign in the top right corner of the screen when you're on your profile.

Instagram Story Highlights

2. Select Story Highlight

Then, you'll want to select "Story Highlight."

Instagram Story Highlights

3. Choose the Story you want to add.

At this point, it's time to choose what Stories you want to save to your highlight. You can choose one or several. Then, hit "Next."

Instagram Story Highlights

4. Pick a cover photo and add a name for your highlight.

Lastly, you'll choose a cover photo and then add a name for your highlight. Then, click "Add." To add more Stories over time, you can tap and hold the highlight and then select "Edit Highlight."

As time goes on and you want to reorder or archive your Instagram Story highlights, you can select "Edit Highlight" and then choose the Story you want to delete. Then, you can click on "Edit Highlight," go to your Instagram Story archives and select the post again. This will now add that post again, making it at the front of your highlights thread.

Instagram Story Highlights

Once you've gone through these steps, your Instagram Story highlight will be visible on your profile. But, you might be wondering what picture you should use for your highlight cover/icon. Let's dive in below.

Instagram Story Highlights Cover

The last step of adding a highlight is selecting a name and image/icon. Visually, the best thing to do is create icons that are matching. For example, the HubSpot Academy Instagram account uses similar icons for its highlights.

As you can see, the icons follow a certain format, are visually appealing, and match the theme of the rest of the feed.

instagram story highlights icons

Before you create your highlights in the app, it's important to choose the name and design the icons that you want.

As you're designing the icons, you'll use square dimensions. It's actually very similar in size to the profile picture size. Make sure your icons have an aspect ratio of 1:1 and use dimensions like 2000 x 2000 pixels.

Now that you know how to make an Instagram Story highlight, you might be wondering what the best practices are. Let's review some of the best ways you can use this feature to engage with your audience.

1. Promote your products.

With Instagram highlights, you can promote your best-selling products. Perhaps you design an icon to look like your product, and then name it your product name. In that highlight, you can show reviews for specific products, photos, features, benefits, and more.

Jenni Kim, a marketing manager at HubSpot, says, "Brainstorm your highlights into the topics most relevant to what your audience is looking for to give an overview of what your social brand offers! The highlights act as a compilation or mini archive for your past stories, so it's a perfect way to showcase your past content in a way that's useful to your audience as they learn more about your brand."

This is a great way to engage your audience on Instagram and increase the chances that your followers will purchase from you.

2. Add blog posts.

The best way to engage with your audience through highlights is to post engaging content that your followers want to come back to.

For instance, you can add blog post links and save the most recent and relevant content on the highlight. This will help give your audience an easy place to access your top blog posts, even if they're reading the posts after you've already promoted them on social media.

3. Show interviews.

Another great way to engage with your audience through highlights is to post interviews with your employees, leadership, or customers. Or, if you post interview content on your blogs, you can film those interviews and save them to your interviews highlight. This will showcase your series and help you educate your audience.

Interview content is typically very engaging because it's interesting while being informative. It gives a behind-the-scenes look at how others do what they do.

4. Reveal behind-the-scenes footage.

Speaking of behind the scenes, one of the best types of content to post on highlights is BTS footage. Whether you're an individual brand or a company, showing the behind-the-scenes footage is a fun way for customers to see how you do what you do. You can showcase behind-the-scenes footage of product production or of a photoshoot ad campaign.

This type of footage is engaging and helps your audience connect with your brand. By saving this footage on your highlights, you'll extend the engagement and hopefully develop interested and long-term viewers who keep coming back for more.

5. Include events.

When it comes to promoting events, saving information on your Instagram highlights is a great way to make sure customers and followers have all the information they need at their fingertips.

This helps engage the people who are attending your event (because they'll want to come back to this highlight for information) and promote the event to those who haven't heard of it (if people are looking at your profile, they'll see that you're having an event).

6. Save links.

Of course one of the top ways to get followers to purchase products from you on social media is to add links to your social media pages. If you're an influencer or company, you can save these most asked-for links to a highlight. This makes it easy for users to find a product from you and purchase it.

7. Showcase your culture.

Instagram highlights can be used to showcase fun, exciting video footage that reveals what your company culture is like. Perhaps you have someone on your culture team take videos of morale-boosting events.

Or maybe you start a takeover series like HubSpot has on our HubSpot Life Instagram account. With this highlight, we engage our audience every day with a different employee takeover. This employee will basically post a "day in the life" on Stories that day and you can save those to your highlights for whenever people are researching what your company culture is like.

8. Answer FAQs.

When users have questions, they go to social media. A great way to engage those customers is to have a FAQ highlight where you discuss any/all the top questions that users ask.

9. Incorporate reviews and testimonials.

We all know that people purchase products that have great reviews and testimonials. In fact, it's one of the top elements that impact purchasing decisions. That's why it's a good idea to engage those users who are researching your product by looking at social media with a "Reviews and Testimonials" highlight.

10. Give tips/tricks.

Educating your audience is one of the best ways to provide value on social media. Save your tips and tricks to a highlight to continue educating and engaging with your audience on Instagram.

11. Display sales and discounts.

How do you get the word out about current sales and discounts? One way to do this is through Instagram story highlights. You can save all this information on a highlight so that customers know they can always check this highlight before making a purchase. Again, this keeps users coming back to your profile and engaging with your content.

12. Show case studies.

Depending on your product, people might want to see case studies or use cases for your product. When potential customers go online and look at your social media, that highlight will get them to click and see how other people are using your product or service.

Instagram Story Highlights are a great way to keep important information easily accessible for your audience on your social media. With this feature, you can use your Stories (one of the most popular Instagram features) as a part of your long-term social media strategy.

30 days of instagram

]]> Wed, 15 Sep 2021 13:00:00 +0200 https://api.follow.it/track-rss-story-click/v3/dzUUcHQec4Y-aLsIR70jNClmFkX7M1Jw