What Growth Marketing Really Means (+22 Strategies to Do It Right)

This post is exclusively published on seobytech.com

To many business owners and marketers, the term “growth marketing” may seem redundant. Marketing is what you do to grow a business, so isn’t all marketing growth marketing? 

Too many professionals get this definition wrong and end up missing out on major opportunities for growth. So what exactly is it? In this complete guide to growth marketing, we’re going to cover:

  • The true definition of growth marketing and its benefits.
  • Growth marketing vs traditional marketing and growth hacking.
  • How to do it using the five stages of the AARRR framework.
  • Growth marketing strategies and important metrics for each stage.

Let’s get started.

What is growth marketing?

To understand growth marketing, let’s take a look at it in comparison to traditional marketing.

Traditional marketing focuses on campaign-oriented short-term goals. It’s typically company-centric, largely focused on acquisition, and most of the planning is opinion-based and evaluated annually.

growth marketing vs traditional marketing

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Growth marketing, on the other hand, is strategy-based with long-term goals in mind. Planning is evidence-based and it focuses on acquisition, retention, and cross-selling and upselling,

Simple example of growth marketing

Let’s say your ecommerce business is not making enough money because customers only buy one or two products. The order value is low and the profit doesn’t cover the acquisition costs.

In this case, you might use cross and upselling to get the customer to buy more products the first time, and engagement strategies to get them to buy more often, because with the second or third sale you won’t have any acquisition costs to cover—especially if you use email marketing to communicate with your customers.

Growth marketing vs growth hacking

Growth hacking is not the same as growth marketing. Growth hacking focuses on short-term results while growth marketing focuses on the bigger picture. Here’s a deeper dive into the differences between the two:

  • Growth hacking looks to achieve rapid growth, usually with acquisition, while growth marketing seeks to achieve long-term growth with a set of full-funnel strategies.
  • Growth hacking looks at data to experiment and refine an outcome, while growth marketing looks at data to identify patterns and refine a strategy.
  • Growth hacking involves hands-on tactics with testing and tweaking, while growth marketing involves automated and algorithmic processes with periodic adjustments.
  • Growth hacking is centered around business pain points and goals, while growth marketing is centered around customer pain points
growth hacking vs growth marketing T chart

An example of growth hacking in action (Dropbox)

What’s great about growth hacking is that through experimentation and iteration, growth hackers can often develop something unique in a short time—like the Dropbox Referral Program.

The company was having difficulties acquiring new users, and paid ads were not doing the trick. Their growth hack, a double-sided referral program, resulted in a 60% increase in signups.

growth marketing vs growth hacking example: dropbox

An example of growth hacking turned growth marketing (Slack)

Slack is the fastest-growing B2B SaaS company in history.

While this freemium communication tool was still in beta, founder Stewart Butterfield used widespread media coverage to invite organizations to request access to the platform and try it out—landing them 8,000 signups in 24 hours and reaching 15,000 signups in two weeks. Now that’s a growth hack.

Over the next six months, Slack gathered feedback from these users to refine the product. Once the tool was launched and Slack established its brand and upward growth curve, it could then focus on more consistent and sustainable strategies for acquiring new users and enhancing the platform’s experience to retain them. And that’s growth marketing.

Slack now has over three million paid users today. 

Benefits of a growth marketing strategy

Here are some of the many benefits you stand to gain through a growth marketing mindset:

  • Better decisions: Growth marketing eliminates the idea of a gut feeling (as with traditional marketing). This data-packed approach to marketing shows what works and what doesn’t to help you make better decisions. 
  • Enhanced brand perception: This ideology focuses on understanding the customer journey, delivering better experiences, and establishing personal relationships with the customer—ultimately enhancing your reputation. 
  • Elasticity: Growth marketing is a scalable strategy. You can scale up or scale back your marketing efforts according to your cash flow instead of blindly spending money on big campaigns.
  • Unification: Growth marketing necessitates cross-functional collaboration. The marketing team is as involved as the product and sales team, customer support, and analytics team.
  • Achieve revenue targets: With the goal of sustainable progress, growth marketing focuses on agile goals to drive revenue. Rather than shooting in the dark, growth marketing seeks promising targets and works toward achieving them strategically.

Now let’s walk through every stage of the growth marketing funnel and its key metrics. 

What is the AARRR framework?

AARRR is one of the most popular frameworks for growth marketing. Also known as the Pirate Funnel, this framework divides your growth marketing strategies into five stages and assigns metrics to map this journey.

  1. Acquisition: Turn viewers into leads and customers.
  2. Activation: Create the aha moment where customers realize the true value of your business.
  3. Retention: Keep customers coming back to purchase or staying subscribed.
  4. Referral: Turn customers into brand advocates.
  5. Revenue: Enhance customer lifetime value.
the AARRR framework for growth marketing

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Let’s use this framework here to understand the best strategies and metrics for growth marketing.

Growth marketing strategy: AARRR acquisition stage

Your goal with the acquisition stage of growth marketing is to find the right leads and turn them into customers. It’s the process encompassed in the traditional AIDA model where you take people on the path from awareness to purchase.

AIDA model in growth marketing AARRR acquisition stage

Customer acquisition costs are constantly on the rise. If you want to scale your (bootstrapped) business, you have to build a cost-efficient acquisition strategy. Define your budget for this stage and explore multiple channels to create a set stage for acquiring customers. 51% of companies use at least eight channels to interact with their customers.

Growth marketing strategies for acquisition

This aspect of growth marketing encompasses a number of marketing strategies and channels, but here are a few examples.

1. Content marketing

Create a lead-generating content marketing strategy through blog posts, ebooks, online courses, videos, and more that inform, educate, and interest your audience. This demonstrates your expertise, authenticates your business, builds trust with your audience, and drives traffic to your website where you can convert them into leads and customers.

2. Create a community around your brand

Add value for your target audience by building a community around your specialty. For example, CRM brand Pipedrive has a knowledge hub dedicated to sales professionals with useful content and the means to share knowledge with their peers.

pipedrive's community as an example of growth marketing acquisition strategy

3. Create a free tool

Always address your target audience’s pain points. Offering them something they need will naturally increase their interest in your product or service. Build something useful—like Hubspot’s set of free tools ideal for different segments of its user base, or WordStream’s free Google Ads Performance Grader. 

google ads grader

(Get your grade!)

4. List your products on Product Hunt
List your product on Product Hunt to boost your visibility. 
Optimize your listing with keywords, attractive and visual content, well-timed launches, and upvote invitations

growth marketing strategy example with product hunt

5. Build an automated LinkedIn lead generation machine

As a B2B brand, you can make turn LinkedIn into a lead generation machine by optimizing your company pagebuilding a hyper-engaged network, creating value-packed content, and through targeted outreach. You can even build a sales pipeline through video nurture campaigns.

6. Leverage YouTube ads

Running ads on YouTube is both affordable and effective. A top-notch promotional or explainer video can reach a large audience and generate interest—like this one by Hello Fresh.

7. Exit-intent popups

Use exit intent popups to elicit some action from the users. 

AARRR metrics for acquisition stage

Since there are so many different strategies involved in acquisition, your metrics will depend on the platforms you use.

  • Channel-specific metrics: PPC metrics, SEO metrics, social media metrics, email metrics, and more. An important metric is cost per acquisition (CPA) also known as cost per action or cost per conversion, which is how much it costs to acquire a lead. 
  • Conversion rate: Test the conversion rate for different channels, including your website, landing page, social media, and emails. This metric compares the total number of conversions within a bigger pool of interactions.
  • Customer acquisition cost (CAC): This metric measures the cost to acquire a customer. While CPA is a campaign-level metric, CAC is more of an overarching business-level metric that divides the total cost of all your marketing efforts (online and offline) by the total number of paying customers generated in a given time period.
customer acquisition cost vs cost per acquisition formulas

Don’t confuse CAC with CPA!

Growth marketing strategy: AARRR activation stage

The activation stage is when customers using your product or service realize the true and unique value your business offers. So it’s all about providing the best customer experience and integretating that “aha moment” into your customer’s journey. 

The fact that a customer is five times more likely to purchase again from you has motivated companies to invest in customer experiences, ultimately fuelling the popularity of growth marketing.

Growth marketing strategies for activation

What makes for the best customer experience? Personalization. 80% of customers shop from brands that create personalized experiences for them. 

8. Use personalization technology 

Personalization technology enhances the customer experience, building loyalty, multiplying conversion rates, decreasing cart abandonment, and increasing average order value. Ecommerce brands can create a customized shopping experience to suit the shoppers’ preferences, while B2B brands can personalize their website based on behaviors and context with tools like Hyperise.

growth marketing examples: hyperpersonalized  homepage

Another example of personalization technology is dynamic LinkedIn outreach personalization, where you can send personalized messages and images to contact prospects and drive conversion rates. 

Head here for more ways to gain and retain clients through B2B marketing automation.

9. Create hyper-personalized email campaigns

Along with your website and videos, you can also hyper-personalize your email campaigns to create more meaningful communication with your customers—from onboarding and welcome emails to feature announcement and feedback emails.

10. Use chatbots and video chats

Customer support is one of the most important aspects of user experience. Automating the sales and support process allows you to optimize communication with your leads and customers. Chatbots and video chat tools are great options for doing so.

11. Conversion rate optimization

For both the acquisition and activation phases, conversion rate optimization is key. By creating a conversion funnel based on the actions you want your website visitors to take, you can find dropoff points and identify ways to patch them up through segmentation and A/B testing. 

Using a data-driven approach, you can remove the guesswork about what your leads and customers like and create the best experience on your website, social media profiles, emails, landing pages, and more. 

AARRR metrics for activation

Here are some metrics to help you formulate your “aha moment.”

  • Active users: The daily active user (DAU) count is crucial to determine user engagement. This metric allows you to see if users find utility in your product or service.
  • Abandonment rate: This metric looks at the percentage of users leaving before they complete the desired action. It gives you an insight into the stage where the users are leaving and helps you take the right mitigation measures.
  • Activation rate: This metric measures the pace at which new customers find the optimum value in your product or service. You have to define a particular action to deem a user “activated” when performing this action. The activation rate then calculates the number of users who performed this action against the total number of users who signed up.

Your customers will become loyal customers only when they find value in your product or service. Keep an eye on whether they feel satisfied with your brand through these metrics. Evaluating this data will allow you to take timely action and reduce churn.

Growth marketing strategy: AARRR retention stage

The retention stage, as the name suggests, aims to retain your existing customers by providing consistent value that in turn further strengthens customer loyalty and reduces churn rates. It’s about proactively managing the customer experience.

growth marketing strategy: acquisition vs retention

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Growth marketing strategies for retention

The best way to retain customers is to engage with them consistently. From the moment they sign up to the moment they buy a product or take a premium subscription, send them helpful content, offers, and support to keep them engaged and taking action.

12. Send personalized email perks

Make the most of marketing automation with email automation tools like MailChimp to communicate with your customers and keep them returning to your website. Use these free small business email templates for help!

birthday marketing email example by nike

13. Run reenagement campaigns

According to RJMetrics, a company with a 2.5% churn rate can become 50% larger in five years than a company with a 5% churn rate. That’s how big difference churn rates can make!

Devise methods to reduce churn rates using targeted reengagenemt emails. Use behavioral segmentation to identify people who have gone dormant and send targeted emails to identify and solve their pain points. Groove did this and reduced their churn rate to 1.6%.

growth marketing examples: reengagement emails

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Find these patterns for your business—understand user behavior at different points on your website or product using data. Evaluate this data to identify patterns of this behavior and arrive at reasons for your churn rate.

14. Run rewards promos and programs

A big part of customer retention is making them feel special. Reward your loyal customers and express gratitude by sending special discounts and offers, early access to sales, a freebie, thank you notes, or new products tailored to them. Give them reasons to feel special and feel closer to your brand.

VIP and loyalty programs incentivize users’ loyalty and create exclusivity to build a stronger connection. Sephora’s Beauty Insider program is a perfect example of how brands retain customers through appreciation.

growth marketing strategies: loyalty program example

15. Build strong employee loyalty

Your customers can only be as happy as your employees. Create core company values and cultivate a culture of freedom and happiness for your employees to strengthen their loyalty towards your company. Their feelings will naturally reflect in how they talk to your customers and ultimately drive retention rates.

16. Create a customer support knowledge base

In addition to providing blog articles and social media content that educate your audience and bring in leads, consider creating a learning hub for your product specifically, like Asana. 

growth marketing examples: resource page to reduce churn

Building a knowledge base and hosting online courses will allow you to:

  • Establish credibility as a brand
  • Onboard new customers with ease
  • Troubleshoot any problems
  • Enhance customer engagement and satisfaction

AARRR metrics for retention

By analyzing these metrics, you’ll be able to revise your retention strategies for better results and build a solid recurring client base for your business.

  • Customer retention rate (CRR): This metric shows how many customers actively use your product or service. It looks at the number of customers who remained with you by deducting the new acquisition in the concerned period.
  • Churn rate (for SaaS or app): The churn rate measures how many users have stopped using the product. Also known as the attrition rate, it measures the number of customers who have left the app in a given period.
  • Increased average order value: This metric allows you to measure how much customers buy more from you compared to baseline. An increase in the average order value means the customers are happy with your product and eager to buy more. 
  • Average customer lifespan: An average customer lifespan is the number of days between the customer’s first order date and last order date.
  • Reactivation rate: Reactivation is when you’re converting a churned client into an active one. This metric finds the number of churned customers who came back.

Remember, retention is always cheaper than acquisition!

Growth marketing strategy: Referral stage

The referral stage is when you leverage your customers’ loyalty for marketing your brand. It’s when customers love your product or service so much that they willingly recommend it to others.

Growth marketing strategies for the referral stage

Referral marketing is one of the best approaches out there, and there are different types of referral incentives:

  • Referrer saves money
  • Referrer helps a friend
  • Referrer and friend both get something of value
  • Referrer contributes to a social cause
growth marketing strategy: referral incentives

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Here are some referral marketing strategies to try.

17. Create a referral program

The first step to make the most of the referral stage is to create your loyal customer base. When you have this loyal base ready, strategize a referral program to promote your products. Italic’s refer a friend program of $30 credit helps to drive signups on their members-only shopping platform. 

growth marketing example: referral program

 

18. Leverage early adopters as marketers

Some of your earliest users can act as the best marketers for your product or service. Your early adopters are the risk-takers who align themselves with your brand for its core values. Use their belief in your product or service to market the brand effectively and create awareness.

19. Leverage influencers

Influencer marketing is another great strategy for the referral stage. Connect with popular social media influencers in your industry for collaboration and drive sign-ups and conversions through their audience.

AARRR metrics for referral stage

Referrals can be a game-changer for driving your business growth. Analyze these metrics consistently and build on the tactics detailed above to secure the profits of referral marketing.

  • Customer referrals: This metric measures how many clients are willingly referring your brand to others. It gives you insight into your customers’ satisfaction levels.
  • Customer reviews: Social proof is the key to driving referrals and conversions. Ask for reviews, follow these tips to get more Google reviews, and then analyze them to gauge your customer satisfaction.
  • Influencer recommendations: Measure how many influencers are open to recommending your brand or are organically recommending it on social media.
  • Net promoter score (NPS): This score measures customer satisfaction based on an array of factors like customer support, pricing, usability, performance, and overall experience

Turn your loyal customers into brand ambassadors and position influencers to promote your product or service.

Growth marketing strategy: AARRR revenue stage

The last stage is about the revenue you can generate from all your marketing efforts. It seeks to enhance customer lifetime value by delivering better experiences, increasing average order value, and enhancing retention rates.

The rule of thumb for boosting revenue is to triple your customer lifetime value against the acquisition costs. 

growth marketing metrics: customer lifetime value

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Growth marketing strategies for revenue

A lot of the strategies for enhancing customer lifetime value are built into the previous stages of the growth marketing framework. But here are some:

20. Focus on repeat customers

Look at your analytics and identify the repeat customers to improve their experience. The better brand loyalty you establish, the more revenue you can generate.

21. Promote “eyecatcher” products

Promote entry-level products that work well with additional products. In doing so, you can increase signups and sell more products later, ultimately increasing the customer revenue.

22. Hone your pricing strategy

You might try a price increase. If you have strong customer loyalty towards your product, they are likely willing to pay a substantial price for the same. 

AARRR metrics for revenue

Your business growth ultimately lies in the revenue you secure. So, measure these metrics to check the revenue you earn and lose with every customer. These metrics are particularly crucial for subscription-based business models.

  • Customer lifetime value (CLV): This metric is crucial to determine the overall customer experience. It measures the value of a customer for your company over the period of their relationship (see average customer lifespan).
  • Average revenue per user (ARPU): This metric gives you an idea of the revenue you’re generating from each user in a specific duration. It divides revenue generated in a period by the number of average users in that period.
  • Annual recurring revenue (ARR): This metric is for subscription products or services. It evaluates the revenue generated every year for a subscription.
  • Monthly recurring revenue (MRR): This metric measures the predicted income from subscriptions sold in a month.
  • Revenue churn: This metric looks at the revenue lost in a given period. It calculates the MRR lost in a month and deducts the total price of upgrades or additional services bought in the month. 

Keep a check on these numbers to fuel revenue-driven growth for your business.

The real definition of growth marketing (recap)

Growth marketing is more than just a buzzword for growing businesses. It’s a well-devised plan for sustainable progress and taking your business to greater heights. We’ve covered a lot, so let’s recap:

  • Growth marketing is a strategy-based, data-driven approach to achieving sustainable success and improving revenue.
  • Growth hacking seeks to reach short-term goals or solve a business problem, with rapid experimentation and iteration to produce a solution or product.
  • Growth marketing seeks to achieve dominance in the market over time, with a framework of carefully devised strategies that use automation to tailor to customers’ needs and scale.
  • Benefits of growth marketing include better decisions through data, improved brand perception, scalability, cross-functional collaboration, and higher revenue.
  • AARRR is one of the most popular frameworks for growth marketing and includes acquisition, activation, retention, referral, and revenue.
  • Growth marketing strategies and metrics span across the entire lifetime of the customer, not just the campaigns used to acquire them.

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This post is exclusively published on seobytech.com

7 [Non-Generic!] Customer Engagement Strategies & Examples

This post is exclusively published on seobytech.com

Whether I’m looking for a new couch for a move or a new coat for the fall, the first thing I do is crowdsource suggestions for companies that my friends and coworkers suggest. These recommendations from people I know are better than a Google search result because they’re already vetted, already trustworthy—and I’m not alone in thinking this way.

Crowdsourced recommendation requests…sometimes entertainingly specific.

That’s why keeping your customers engaged and encouraged to recommend your company is so important.

If you’re not focusing on customer engagement, now is the time to start. Here’s what we’re covering today:

  • What customer engagement is
  • Why customer engagement is important
  • Customer engagement strategies you need to try

Let’s get to it.

What is customer engagement?

Customer engagement is the series of interactions between a brand and a customer that foster an ongoing relationship.

Ideally, these interactions happen across a variety of platforms: over email, on your website, through social media exchanges, during purchases, and more. That doesn’t mean your customers need a barrage of communications to be engaged—we all know that’s how marketing gets annoying.

Instead, fewer, more meaningful touchpoints can be better for building trust, which is key for maintaining long-term customer relationships. Those relationships are going to be great for producing revenue and, perhaps more important, word-of-mouth marketing.

customer engagement: poll on results of customer trust

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We’ll get into the benefits of customer engagement, and why it’s important for your business to focus on this, in a minute. But first, let’s make sure we’re clear on what customer engagement is and what it isn’t.

Customer engagement vs. customer experience

Be careful not to mistake customer experience for customer engagement. Customer experience is your customer’s response to the process of purchasing from your brand. This is a part of customer engagement. You want to make sure your customers have a good experience during conversion—whether that’s Instagram checkout for your ecommerce brand or scheduling an appointment for a local service like plumbing or lawn care.

But customer engagement includes more than your customer’s responses to these actions. Instead, it encompasses the ongoing interactions across all platforms, including customer experience. It’s when you’ve nailed both customer engagement and customer experience that you get satisfied, loyal customers—and now let’s cover why those are crucial for your business.

 

customer engagement vs experience vs satisfaction

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Why is customer engagement important?

Customer engagement is so important for three key reasons. It:

  • Encourages repeat purchases.
  • Inspires brand advocates.
  • Meets your customer’s expectations.

Customer engagement is important, firstly, for encouraging repeat purchases. The cost of acquiring a new customer is way higher than the cost of converting a returning customer. Like 5-25x more expensive, depending on your business. That’s a significant difference.

These repeat customers are more valuable to your business than just their purchases and upsells. When your satisfied customers are engaged with your brand, they’re more likely to refer your business to people in their network. These referrals are meaningful for your bottom line: Customers referred by friends are four times more likely to convert. And those referred customers? Their customer lifetime value is 16% higher than other customers.

Finally, you need to focus on engagement because your prospects—and even your current customers—expect it. Salesforce found that 62% of customers think a brand will change its communication or offer based on their behavior during interactions.

customer engagement strategy: customer expectations vs reality

Plus, with less than half of customers reporting that they get this kind of service from companies, you can make your brand stand out with genuine, authentic customer engagement strategies.

Customer engagement strategies you need to try

Now that we’ve covered what customer engagement is and why it’s important, let’s talk about those non-annoying, non-generic strategies that you can use to improve your customer relationships now.

Here we go.

1. Check your brand consistency

Now, this is the first strategy for a reason. Brand consistency is important for building relationships, and this is even more important as a foundation for your customer engagement.

Salesforce found that 76% of customers prefer different channels depending on the context of the message. That means you not only need to make sure your company offers messages on different channels, but you also have to ensure your brand is easily recognizable on each.

Your brand needs to have a strong, identifiable brand voice across social media, email, content, even your gifts and events. It also needs to have a set of visual designs, including a clean, standard logo and consistent imagery and photographs. (Learn how to brand your business here.)

customer engagement strategy example: netflix consistent branding

​​Netflix has clear standards for its branding.

The best way to ensure that you’re offering a consistent, recognizable brand experience to your customers is to audit your materials. Make sure to set up your own brand style guide and share it with your team to keep everything consistent moving forward, too.

2. Start a loyalty program

When your customers are engaged and impressed enough to recommend your brand to their friends, coworkers, or even their social following, you want to be able to reward them. Starting a loyalty program is the best way to do this.

The first step in setting up a loyalty program that increases customer engagement is to figure out what your customers would value most from you. Discounts or credits are expected, but you want to make sure that you’re offering these valued customers more benefits and a good experience. For instance, Shopify found that ecommerce customers want early access to sales promotions and new products as a part of their loyalty programs.

loyalty benefits of a good customer engagement strategy

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If you’re worried how the offers, discounts, and free shipping involved in a loyalty program might impact your bottom line, be sure to take into account the positive impacts of setting this up, too. HubSpot found that more than half of people will spend more in order to maximize their loyalty benefits.

customer engagement strategy: loyalty program survey results

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3. State your company values

Customers increasingly want to work with companies whose values align with their own, and one genuine, meaningful way to increase your customer engagement is to share your company core values. This could be working your values into your mission or business model, or it could be taking a stance on a specific issue with an event, ad campaign, or even a product.

Nike’s Colin Kapernick ads are a great example of this. An athlete’s right to political expression is related to Nike’s brand, so it’s a natural way for the company to take a stance.

customer engagement strategy example: nike branding

Ben & Jerry’s Pecan Resist ice cream flavor is another great example—and the cause has little to do with ice cream or the Vermont-based brand. The company launched this politically charged flavor in 2018 and shared an explanation so that there was no question about its message: to stand with people fighting for LGBTQ+ rights, climate change action, immigrant rights, and more against Trump.

customer engagement strategy example: ben and jerrys

4. Respond to customer feedback

No one likes negative feedback and complaints. It’s a bummer that your company’s service or product didn’t live up to expectations, whether it was shipping delays, setup frustrations, or a mistake. But responding to negative feedback (the right way) has great value.

The customers who take the time to reach out about their frustrations care enough to do so, which means they’re still invested. Even more importantly, you still have the chance to change their feelings about your brand. That’s what Jay Baer argues in his book Hug Your Haters, and he walks through how to increase customer engagement and retention with the right thoughtful responses to negative feedback.

And even if you miss your chance with this customer, your response isn’t wasted. 97% of customers who read reviews online also read responses from businesses.

5. Highlight customer stories

Shouting out your customers is a great way to boost engagement and encourage your customers to keep sharing. Social media is a perfect channel for this. When your company is mentioned, make it a priority to engage with comments or reshare posts. Not only does this engage customers, but it’s a staple social media marketing strategy.

customer engagement strategy example—hire women campaign by PWRFWD

Great example from PWRFWD.

Keeping an eye on your tagged posts or even creating a brand hashtag could be useful for sourcing these stories from your engaged customers.

Highlighting customer stories also includes more traditional customer stories. SendGrid, for example, features customer success stories on its website, with logos on its “Why SendGrid?” page and case studies devoted to each company’s wins, too.

customer engagement strategy example: sendgrid case studies

This is good for marketing messaging for SendGrid, but it’s also good for the customers—a link from a high-authority website, a shout-out of its email marketing success, and a nice signal of trust and authority (EAT!) to potential customers.

6. Prioritize customer-exclusive content

Every content marketing strategy is different, but most are focused on customer acquisition. Your goals are building brand awareness, growing brand loyalty, and even generating leads. But you’re creating for your customers, too, and to improve customer engagement, you need to prioritize content that’s exclusively for them.

A well-developed customer resource hub is one way to do this. Your plan for your resource center or knowledge base should include hierarchies of topics, cornerstone content, and a balance of quick and in-depth articles based on sharing information and solving problems—just like your prospect-facing content. 

You can go above and beyond with personalized content offerings, depending on your business. Spotify also does this really well. The platform’s personalized playlists are exclusive to customers, and they’re created for each customer individually. Plus, the annual “Year in Review” playlists usually get tons of shares on social—an added perk and a point of proof that these customers are engaging with the content and the brand.

Admittedly, I’m not sure about the pet playlist that Spotify keeps trying to get me to listen to. I’ll stick to the playlists based on my music tastes, but I appreciate the effort.

7. Send your customers meaningful gifts

The last non-annoying customer engagement strategy is to surprise your regular customers with meaningful gifts to let them know that you value your relationship and recognize its milestones. You could use a service like Nift to offer them a gift card, or you could make the gift relevant to your brand.

Take this example from Chewy, the ecommerce store with everything you need for your pets. Chewy has great customer service—I have two dogs and can personally attest to this—and it goes above and beyond to keep its loyal customers engaged. When a regular customer cancels and returns an order after their pet passed away, Chewy sends flowers.

customer engagement strategy example: chewy customer gift

Image via Jennifer Brookshire, understandably touched customer.

Start seeing the benefits of better customer engagements

The examples above prove that customer engagement strategies don’t have to be annoying or generic—if you’re planning it right. Here’s what we suggest trying:

  1. Check your brand consistency
  2. Start a loyalty program
  3. State your values
  4. Respond to feedback
  5. Highlight customer stories
  6. Prioritize customer-exclusive content
  7. Send your customers meaningful gifts

Now, try these strategies out, find the ones that work best for your customers, and start seeing the benefits for your own business!

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This post is exclusively published on seobytech.com

How to Brand Your Business: 7 Steps From a Brand Owner

This post is exclusively published on seobytech.com

As a savvy entrepreneur or marketer, you are probably wondering: what can I do to differentiate my brand from an endlessly long list of cutthroat competitors?

The short answer is branding.

Whether you’re actively managing your brand identity or not, it exists. And the chances of coming out as the ideal choice to your potential clients rests on how strong and reliable your brand is. Creating a logo and that catchy slogan isn’t enough, but just the beginning. To stand out, you need to go beyond these and include essential elements that define your business several years ahead.

In this post, we’ll cover:

  • Why it’s important to brand your business.
  • How to brand your business in seven steps.
  • Examples of strong brands and what we can learn from them.

Why is it important to brand your business?

Regardless of size, organizations of all kinds need to invest in branding to stay relevant. If you’re still wondering why you should brand your business, here are some benefits you stand to gain.

1. Distinguish your business from competitors

With the myriad of companies delivering similar services or products, standing out can be challenging. That’s where branding comes in. Your values, story, brand promise, and other assets provide avenues through which you can showcase your uniqueness. Leveraging on these to create a point of difference could set you apart from your competitors.

2. Become more recognizable

Another benefit of investing in a consistent branding effort is to make your brand more memorable. When customers can identify your company based on physical, visual, auditory elements, it breeds familiarity. This fosters trust, which 81% of customers rely on to make a buying decision. Brand recognition could also influence how customers recall and engage with your content, emails, or ads.  

how to brand your business: brand knowledge graphic

Image source

3. Build customer loyalty

Powerful brands often have a loyal customer base, but it does not happen by chance. It stems from delivering unique experiences and messaging their audiences can relate with to form a bond. With this emotional connection, you’ll have more customers who will support your business and share their positive experiences. This advantage could mean repeat business, less churn, and more referrals through word of mouth.

4. Gain and retain employees

According to LinkedIn, companies with a strong employer brand will attract 50% more qualified candidates 1-2 times faster than others. Also, they’ll recruit at 50% less cost per hire. Moving down to your current and past employees, their experience, and how they spread the word influences your workplace reputation and employee retention rates.

Whether you’re looking to hire skilled developers and other specialized roles or seeking to keep your best talent away from competitors, actively managing your brand is not an option. It is a necessity.  

How to brand your business in 7 steps

The first step for branding your business is to understand who your potential customers are.

1. Identify your audience

There are a few steps to this process.

Analyze your current customer base

Existing customers are a goldmine of information as they know what is impressive or lacking in your brand. Discover their interests and needs.

  • What is their most pressing pain point?
  • Which businesses do they trust and buy from?
  • What would they love to see in your brand?

You can engage customers directly through calls and surveys or study them to find answers. Chances are, you’ll find common characteristics or patterns that’ll help you define your target audience.

Conduct market research

Market research can help you uncover industry trends, opportunities, customer preferences, buying habits, and conversations about your brand or others. Also, it’s an effective way to gather information on your competition. Note who their customers are, preferred channels, interests, etc. Relevant social media channels, review sites, industry forums, or Q&A sites like Reddit are great places to start your research.

Create buyer personas

Group customers based on patterns or common traits you uncover and represent them with a persona. Include demographic, psychographic, behavioral, and geographic details. For example, the name of a persona that describes a group of construction workers with similarities could be Building Ben. He could be:

  • 45 years old.
  • A father of two kids.
  • Based in San Francisco.
  • Owner of Hammer River Construction with a team of six.
  • A lover of reliable but innovative construction tools.

The list goes on and on. What matters is that you include the crucial details.

2. Create your value proposition

Your value proposition is your brand promise. It is more than a tagline or a slogan. A UVP describes how your solution can solve the problems of your ideal customers better than competitors. To craft a powerful value proposition, think about the following:

  • What does your perfect customer really want?
  • How can your product or service solve their problem(s)?
  • What factors motivate their buying decisions?
  • Why do your existing customers choose your business over your competitors?

Create a unique selling proposition with answers to these questions using the voice of your customers. Communicate benefits, what you intend to deliver, and why they should choose you over competitors. Stick to the truth with no unnecessary hype.

how to brand your business—hotjar value proposition

3. Determine your mission and core values

Why does your business exist? Your mission answers this question. To write a powerful mission statement, describe the purpose of your business, who your customers are, the products or services you render, and how you do it. Summarize this in a few words to make it memorable. Here’s an example of a mission statement.

Core Systems designs and manufactures best-in-class industrial and military computing products based on our customer’s specifications. Our commitment to provide the best service throughout the design and engineering process is what sets us apart from the rest.”

Next up are your core values. They are principles that drive your goals, mission, and vision. These beliefs shape your company culture, which then influences stakeholders’ perceptions. Therefore, using generic words that do not define what your business stands for will only lead to a conflicting brand image. Instead, be specific, use your own words, and ensure the entire organization embodies these principles.

Here’s a list of over 200 core values to inspire you.

4. Define your brand personality

how to brand your business—color emotion guide

Image source

Your brand personality, just like that of an individual’s, is a combination of qualities that your organization exhibits. Ideally, these characteristics will attract people to your company and shape their perceptions. Therefore, a personality that resonates with your customers could help you build an emotional connection and stand out from competitors.

Consider the qualities you’d love to associate with your brand. Do you want to be seen as visionary, competent, or charismatic? Pick your traits and the voice you’ll communicate with. For example, if your brand personality is rugged, your brand voice could be confident and strong.

This list of emotional words and phrases may help you in this process.

5. Create brand assets

The next step is to choose the elements that will identify your business. Some examples are colors, fonts, packaging, slogan, and your logo. Certain colors evoke specific emotions and convey meanings. For example, The Logo Company suggests that red boosts energy levels, yellow is optimism, and purple activates the imagination.

how to brand your business—chart of different brand personalities

Image source

Whichever logo, color scheme, and style you choose to brand your business, ensure that it is distinctive and easily recognizable. You can work with professionals and branding experts to get optimal results.

6. Integrate them across your channels

Now your branding elements are ready, distribute them across your channels. For example, you can include visual assets such as your logo, colors, and fonts in all your messaging. A lengthier version of your mission statement could serve as your brand story on the About Us page.

Although your core values will mostly remain within your website, you could also enlighten customers and potential employees on what you stand for through branded videos and posts. Keep in mind that branding is an ongoing process for as long as your company exists.

7. Be consistent

According to MarketingNutz, it takes up to 5-7 brand impressions before an individual can recall your brand. From the website to social media channels and offline interactions with customers, branding must be consistent. Create brand guidelines to reinforce cohesiveness.

Is your brand voice youthful and casual on socials? Then there’s no need to be stiff on your blogs. Your customers should know what to expect or feel once they see your content, logos, or other brand assets. Consistency builds familiarity, trust, and loyalty. These feelings reflect successful branding.  

Examples of businesses with a strong brand identity

Let’s look at some existing businesses with a strong brand identity and tips you can leverage for your company.

1. Drift

A popular conversational marketing platform, Drift seeks to redefine how B2B sales conversations occur. With its leadership principle of ‘‘Put the customer at the center of everything you do,” the company focuses on fast human-to-human interaction.

Through Drift, businesses can have personalized conversations with customers in real-time rather than through the traditional friction-prone method of lead forms and endless emails.

how to brand your business: example of drift branding

The company lives up to its customer-centric values by engaging with its customers in the same way. Drift’s core traits are human, playful, and bold. This is visible in its relatable webinars, blogs, and marketing materials delivered across channels with knowledgeable but jargon-free words.

Key takeaway: Your values and UVP are not just words. They are promises and actions which the entire organization should live up to.

2. Zopa

Fintech companies are usually a tad too serious, but Zopa stands far out. Zopa offers fixed-term savings and peer-to-peer lending services to customers across the UK.

how to brand your business— example of zopa brand identity

Image

The brand delivers educational and entertaining financial content to followers in a quirky, humorous but professional way. It makes their content easily digestible even to a non-financially literate audience. Also, the company maintains a consistent tone and color scheme from their social accounts to their website.

Key takeaway: Don’t be afraid to explore a personality that may not be popular within your niche. As long as it’s reasonable and is one your customers may relate to, give it a shot. While you’re at it, be sure not to confuse your audience with fleeting changes. Stay consistent.

3. ASOS

The ecommerce brand ASOS describes itself as authentic, brave, creative, and disciplined. All these qualities are visible in its merchandise and content. ASOS aims to ‘‘become the world’s number one destination for fashion-loving 20-somethings’.’

how to brand your business—asos

This explains why its content is sassy, youthful, and engaging. From the mission statement to the Twitter bio and regular posts, the messaging matches a brand that serves millennials and older Gen Zs. The response they receive clearly shows that the content resonates with its audience.

how to brand your business: asos on social media

Key takeaway: The power of relatable content is enormous. Understand your target audience and create engaging content that can help evoke feelings and build a relationship with customers. 

Follow these steps for branding your business

As you can see, building your brand does not have to be overwhelming or expensive. Most of these tips cost little to nothing. You can start with a slim budget and then scale your branding efforts as your company grows. Follow these seven simple steps to brand your business:

  1. Identify your target audience
  2. Create your value proposition
  3. Determine your mission
  4. Define your brand personality
  5. Create brand assets
  6. Integrate them across your channels
  7. Be consistent.

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This post is exclusively published on seobytech.com

57 Easy & Engaging August Marketing Ideas (With Examples!)

This post is exclusively published on seobytech.com

Inspirational Instagram posts say August is the Sunday of summer (cursive font over sunset photo). Someecards says August is a whole month of Sunday nights.

We say August is 30 days of opportunities for creative marketing. And we have over 50 ideas to prove it. So today, we’re coming at you with:

  • A list of August awareness causes, themes, national days, and holidays.
  • 57 creative ideas for incorporating them into your articles, posts, events, and promotions.
  • Real examples of these August marketing ideas in action.

Let’s get into it.

August awareness

  • Eye Health Month
  • Family Fun Month
  • Happiness Happens Month
  • International Peace Month
  • Back to School Month
  • Wellness Month

August national days

See the full list at the bottom of this post!

For community-friendly marketing

  • Night Out Day (First Tuesday)
  • Garage Sale Day (Second Saturday)
  • Bowling Day (Second Saturday)
  • Senior Citizens Day (Aug 21)

For positive/inspirational marketing:

  • Friendship Day  (First Sunday)
  • Purple Heart Day (Aug 7)
  • Happiness Happens Day (Aug 8)
  • Be An Angel Day (Aug 22)
  • Just Because Day (Aug 27)

For social awareness marketing

  • WebMistress Day (Aug 26)
  • Women’s Equality Day (Aug 26)

For straight-up marketing

  • National Dollar Day (Aug 8)
  • National Thrift Shop Day (Aug 17)

August marketing ideas

As you can see from the different categories of observances, you can appeal to all kinds of emotions in your marketing. Use these ideas to connect with your audience in a more meaningful way than any of your competitors.

1. Family Fun Month

  • Partner up with nearby attractions and offer coupons.
  • Share a blog post or email newsletter roundup of your favorite family-friendly spots in town.
  • If your target audience is parents: Write a post on how to actually have family fun month in the depressing last days of summer when your kids are at each others’ throats and you’ve had no alone time in weeks (emotional marketing opp?).
  • Team up with other local businesses in town and run a family fun night. Photographers can offer family portraits (before little Jane gets a butterfly plastered to her face), restaurants can provide the food (and coupons to get them through their doors), and other businesses (like preschools) can set up informational (but fun) tables.
  • Clothing companies, run a series of sales each week for men, women, babies, and tweens.
august marketing ideas—family fun sale for clothing on instagram

2. Black Business Month

Black Business Month was founded by John William Templeton and Frederick E. Jordan in 2004. Use this as an opportunity not to just support the Black-owned businesses, but to get into the habit of doing it year-round.

  • Retailers: Take the 15% Pledge and start selling products made by Black-owned businesses. You can use the Support Black-Owned Businesses Directory to find Black-owned businesses near you.
  • B2B businesses: interview a Black business owner and share their tips on running a business, overcoming prejudice, or dealing with challenges your clients commonly face.
  • Any business: show your followers how to support Black businesses.
august marketing ideas—black business month instagram post
  • Black-owned businesses: make use of Google’s and now Insta’s “Black-owned” attribute tag.
black-owned profile attribute on instagram

3. Back to School Month

Back to school season and January are friends. Go wild with all the fresh-start, back-in-gear, goal-setting themes you used in your January marketing (repurposing opp?)

  • Salons, offer special deals on back-to-school haircuts.
  • Spas, invite parents in for a much-needed massage after a long summer.
  • Schools and after-school programs, offer early bird registration deals.
  • Personal trainers or fitness centers, offer discount packages.
  • Dentists or nutritionists can encourage appointments or give healthy tips.
  • Run a re-engagement campaign to bring back any customers who went quiet over the summer.
  • Check out more back-to-school marketing ideas here.
back to school marketing ideas september is the new january

4. Simplify Your Life Week (August 1-7)

According to Amazon, “seeking simpler living” is the latest trend in consumer behavior. As a business owner, take this time to clean out clutter (virtual and physical), and organize your mind and workplace before the September storm hits.

As for marketing ideas:

  • Productivity tool providers could offer a free trial during this week.
  • You could share a roundup of tools or apps you use (or have deleted) to simplify your life.
  • Interior designers can share their organization tricks.
  • Break down a complex topic into plain English for your audience.

Life is as broad as it gets, so anything related to simplifying works here.

5. Friendship Day (Aug 2)

This day gives a good excuse for promoting referral programs and running BOGO sales promotions. You might also use catchy taglines like “You never know how many friends you have until you own [the product you provide].”

6. National Dollar Day (Aug 8)

On this day in 1786, the US monetary system was established. A nice history lesson, but also a great marketing opportunity. 

  • Use a money-saving-themed blog post to teach your audience how to save a dollar (or hundreds).
  • Take a dollar off your (low-priced) products.
  • Offer something for just $1.

7. National Book Lovers Day (Aug 9)

There are readers in every audience. Share a post on social media recommending your favorite reads, top industry influencer authors, or asking for recommendations from your followers. Your audience likes opportunities to share their input, you like post engagement, everyone wins.

8. Blame Someone Else Day – First Friday the 13th of the Year (August 13, 2021)

Toss the core values aside today and letterrip. Don’t actually do that. But you can have fun with this one.

  • “When working in a book store you learn that sometimes books are just going to fall over. Usually on their own or sometimes because of…other reasons (*cough*Ryan*cough).
    Happy National Blame Someone Else Day!
    (No books were harmed in the making of this post).”
  • “Friday the 13th: Me-ow.
    National Blame Someone Else Day: You-ow”
  • “It’s okay to indulge, you can blame us!”
august marketing ideas—national blame someone else day social media posts

Or get serious…

august marketing ideas—blame someone else day social media post on cybersecurity

Or use it as a creative way to celebrate a company milestone and thank your customers. Write a customer appreciation email, blaming them for your having to bring on more employees to keep up with the demand, and for your having to move to a bigger office, and your having to choose the signature drink to serve at your party celebrating your 1000th customer…and so on.

9. National Relaxation Day (August 15th)

It is National Wellness Month, after all. Ideas:

  • Spas and salons can offer discounts, or even volunteer to visit a local office and give short chair massages.
  • Restaurants can promote signature drinks as a way to kick back and relax.
  • Yoga instructors can run free sessions for offices.
  • YOU can close up shop early to allow employees to enjoy some hard-earned rest.

10. National Spirit of ’45 Day (second Sunday in August)

On August 14, 1945, President Truman announced the end of WWII. The national pride, can-do spirit, and eagerness to step up and play their part is not only what made this victory possible but also that which laid the groundwork for future generations. The Spirit of ‘45 is a great platform for inspirational blog posts, emails, and social media posts.

august marketing ideas—spirit of 45 day instagram post

11. World Humanitarian Day (Aug 19)

On World Humanitarian Day, we recognize those who lost their lives working for humanitarian causes. Incorporate this into your marketing by:

  • Donating proceeds to a humanitarian organization near you.
  • Encouraging your audience to do something good.
  • Sharing quotes from modern-day humanitarians like Eddie Aijuka.
picture of eddie aijuka—world humanitarian day in august

This modern-day humanitarian is tackling Africa’s electricity crisis. (Image source)

There’s nothing wrong with a Mother Theresa or Gandhi quote, but featuring newer individuals provides an opportunity for both you and your audience to learn about the current crises the world is facing.

12. Senior Citizens Day (Aug 21)

Even though these folks get year-round senior discounts, why not throw an extra one in the mix on this day?

  • Senior living communities, host an open house barbeque on this day to honor your residents and give potential residents (or their adult children) a chance to check you out.
  • Local businesses, contact local senior centers to see if you can sponsor or cater an event, or even stop by with free manicures to brighten up someone’s day. 

13. Secondhand Wardrobe Day (Aug 25)

Many local secondhand stores are part of nonprofits that fund needs in the community or even worldwide. Consider running a clothing drive to give your audience the opportunity to make a difference while cleaning out their wardrobe (perhaps to simplify their lives…see #4).

Or, for businesses NOT in the clothing industry, publish mission-statement-friendly posts like these:

august marketing ideas—national secondhand wardrobe day facebook post

14. National WebMistress Day (Aug 26)

This holiday recognizes women in web development. Recognize #womenwhocode, do an employee spotlight on a female developer, or donate to learnerships like GirlCode

august marketing ideas—facebook post for girls who code

15. National Just Because Day (Aug 27)

The creative marketing possibilities are endless for this day.

  • Send your email subscribers a promo code just because you appreciate them.
  • Encourage your patrons to buy that outfit (or any product you sell), book that ticket, or do something spontaneous for no reason other than because you can.
  • Go against this post on how to write copy that sells and promote something with “just because”—no features or benefits. 
  • Inspire your audience to do a random act of kindness. Just because.
  • Run a giveaway that not only ramps up engagement but sparks an inspirational comment thread your followers will enjoy.
  • Write a post on X (inspirational) things to do just because.

16. Get involved with state/county fairs

Many state fairs happen in the fall, so plan ahead and see if you can get on the list!

  • Be a web sponsor—get your logo on their website (good for a backlink).
  • Be a vendor—food, tables, bouncy houses, and more.
  • Donate an auction or raffle item.

17. Plan for Labor Day

More of a tip than an idea, but get your Labor Day marketing in order, especially if you’re running a special only during that weekend. September sneaks up fast! 

Summer is ending, but August marketing must go on

Whether you’re heading into fall with gusto or dragging your feet, your marketing needs to stay consistent and strong! Use these ideas to engage your audience, attract more customers, and stand out above your competitors. And now, as promised, the expanded list of August national days.

 

August national days—expanded list

All things family

  • National Sisters Day – First Sunday in August
  • Respect for Parents Day (Aug 1)
  • American Family Day – First Sunday in August
  • Sons and Daughters Day (Aug 11)
  • Middle Child Day (Aug 12)

Vertical specific

  • Shapewear Day (Aug 10)
  • Secondhand Wardrobe Day (Aug 25)
  • Brazilian Blowout Day (Aug 21)
  • Tooth Fairy Day (Aug 22)

Community

  • Night Out Day (First Tuesday)
  • Garage Sale Day – Second Saturday in August
  • Senior Citizens Day (Aug 21)
  • Bowling Day (Second Saturday)

Positive/inspirational

  • Friendship Day (First Sunday)
  • Girlfriends Day (Aug 1)
  • Happiness Happens Day (Aug 8)
  • Global Sleep Under The Stars Night  (Aug 8)
  • Be An Angel Day (Aug 22)
  • Just Because Day (Aug 27)
  • Nonprofit Day (Aug 17)

Patriotic

  • Purple Heart Day (Aug 7)
  • Spirit of ’45 Day (Second Sunday in August)
  • Navajo Code Talkers Day
  • Aviation Day (Aug 19)
  • Park Service Founders Day (Aug 25)
  • Ride The Wind Day (Aug 23)

Social

  • WebMistress Day (Aug 26)
  • Women’s Equality Day (Aug 26)

Fun/funny

  • Grab Some Nuts Day (Aug 3)
  • Underwear Day (Aug 5)
  • Water Balloon Day (First Friday in August)
  • Lazy Day (Aug 10)
  • Tell a Joke Day (Aug 16)
  • Sneak Some Zucchini Into Your Neighbor’s Porch Day (Aug 8)
  • I LOVE My Feet Day! (Aug 17)
  • Blame Someone Else Day (First Friday the 13th of the year (Aug 13 in 2021))
  • International Beer Day (First Friday in August)
  • Beach Day (Aug 30)
  • Mail Order Catalog Day (Aug 18)

Niche/nostalgia

  • Power Rangers Day (Aug 26)
  • Book Lovers Day (Aug 9)
  • Left-Handers Day (Aug 13)

Dog appreciation

  • Work Like A Dog Day (Aug 5)
  • Never Bean Better Day (Aug 22)
  • Dog Day (Aug 26)
  • Totally irrelevant but nostalgic
  • International Mahjong Day (Aug 1)

Compassionate

  • Relaxation Day (Aug 15)
  • Thoughtful Day  (Aug 28)
  • Grief Awareness Day (Aug 30)
  • Rainbow Bridge Remembrance Day (Aug 28)

Sales

  • National Dollar Day (Aug 8)
  • National Thrift Shop Day (Aug 17)

[Lots] more marketing ideas

Here’s our full series of marketing ideas for every month of the year:

And finally, for a year’s worth of marketing ideas, check out this marketing calendar template from our friends at LOCALiQ.

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This post is exclusively published on seobytech.com

How to Write a Powerful Business Mission Statement (+15 Examples)

This post is exclusively published on seobytech.com

Every business sells something. Every business is unique. And every business wants to put its best foot forward both in the physical world and online. Yes, your social media posts, website content, paid ads, emails should reflect that. But it’s also important to have one central statement that brings everything together.

Image source

That’s where your business mission statement comes in. This powerful blurb describes the essence of your company and gives customers and employees a clear image of what it’s is all about.

But even though it’s a short blurb, distilling your business into one or two sentences is not easy. And that’s what we’ve set out to help you accomplish. In this article, we’ll be covering:

  • What a business mission statement is (and what it is not).
  • Five steps to writing a compelling business mission statement.
  • 15 examples of strong mission statements to inspire your own.

What is a business mission statement?

A good business mission statement defines your organization in a nutshell. It boils down the reason for your existence and delivers it to the public in a way that is easy to digest. This includes:

  • Who your customers are (and sometimes, where you operate).
  • What products or services you provide.
  • The ultimate value/positive outcome of those products/services.
  • How you make it possible.

Here’s a generic example:

We build Class A commercial office buildings for high-end tenants in the Big City metro area, delivering projects to specifications on time, and on budget using our proprietary total quality management system.

generic example of a business mission statement

Image source

But while a mission statement is primarily factual, those facts should also be communicated in a way that captures feelings that influence how your company is perceived. Take Davids Tea, for example:

We’re on the ground worldwide in search of well-crafted, single-origin loose leaf teas to share with our North American community. We’re pushing limits in new tea frontiers with our blends. We want it to be as easy as possible to discover, explore and feel better through tea.

business mission statement example-david's tea

What a business mission statement is not

Mission statements often get confused with other aspects of a brand’s identity, so let’s separate them out:

  • Mission statement: This is what you do, why you do it, how you do it, and what value you bring.
  • Vision statement: Your vision statement is what you hope to be by doing your mission.
  • Goals: Your goals are tangible outcomes that will fulfill your mission.
  • Core values: Your core values unite your team to fuel all of the above.

Here’s an example of a mission, vision, and core values:

anavation's core values, vision, and mission statement

Image source

How long should a mission statement be?

A business mission statement should not be an essay describing how the company got started and where the vision came from. Save that descriptive content for your “about us” page. It should be direct, purposeful content that acts as a sort of headline for your company.

Think of your mission statement as a branding tool—sum up the purpose of your company in a few memorable sentences or less.

chargify business mission statement example

Chargify combines great technology, subscription expertise, and a customer service ethos to solve real-world problems, and is committed to becoming the operating system for your subscription-based business.”

How to write a compelling mission statement for business

Distilling your business down into a matter of sentences is hard work, but we’ve got a three-step process to help you write your company’s mission statement:

1. Take inventory

First start broad. Sit down with your team (or yourself) and take an inventory of the following:

  • What is your core business type?
  • What are your tangible deliverables?
  • What makes your deliverables different? 
  • What problems do your deliverables solve? 
  • What benefits do your deliverables provide?
  • What is your unique value proposition?
  • What is your brand personality?
  • What is your secret sauce?
  • What advantages do you have over competitors?
  • What are your team members’ strengths and secret weapons?
  • Who are your target customers?
  • What are your general audience segments or personas?
  • Do they exist in a paticular location or region?

2. Gather your information

Gather together your answers to these questions and turn it into a reasonable and actionable statement as to how you intend to operate and for what purpose. Freely organize the information into four buckets:

  1. What you do
  2. How you do it
  3. Who you do it for
  4. What ultimate benefit/value you achieve

Sometimes, parts of the list are blended together or not included. There is no right or wrong mission statement.

3. Widdle it down

Distill it down into a phrase or two for each of the above elements and then use the formula below.

We [what you do] by [how you do it] for [target customers] to [ultimate value you provide].

You can change the order any way you see fit.

We [provide this value] to [target customers] by [what you do] through [how you do it].

Let’s take a look at AnyClip’s mission statement as an example:

AnyClip’s mission is to heighten viewer engagement, utilizing its metadata expertise to provide a personalized viewer experience.

anyclip's business mission statement example

What they do: provide a personalized viewer experience.

How they do it: through metadata expertise.

Ultimate benefit: heighten viewer engagement.

4. Add color

Avoid flowery and unnecessary adjectives and adverbs that will take away from readability, but see if the addition or substitution of any word can help add the more emotional feel, like with Campaign Monitor.

“We help/empower/equip [target customer] to achieve/reach/eliminate [desire/painpoint] by providing [tangible deliverables].”

campaign monitor's business mission statement example

3. Make it public

Now it’s time to make your mission known! Here are some of the many ways to do it:

  • Create a page dedicated to your mission, vision, goals, and values.
  • If it’s short enough, use it as your homepage headline.
  • Use it in your Facebook or LinkedIn company page.
  • Link to it in job postings.

4. Adjust as needed

Change happens. New leaders come on board. Businesses rebrand or merge. Goals and strategies shift. Culture evolves. So be sure to revisit your mission statement each year and make adjustments if needed. 

Business mission statement examples

Let’s explore some example mission statements for existing businesses and the different approaches they take.

1. Clarks—cultivate brand loyalty

Creating brand loyalty starts with creating an emotional connection with your ideal clients (and employees) through a winning mission statement. This keeps the values and goals of your company at the forefront in the minds of customers and employees.

Clarks’ mission statement reads: “Our passion is to listen to our customers and deliver a product that allows the consumer to feel the pride, respect and trust of everyone at the Clarks Companies N.A.” 

clarks business mission statement

2. Swarvoski—attract and retain top talent

Having a mission statement is also important when it comes to attracting the right kind of talent to your company. People who identify with a company’s mission statement are motivated by more than just work and money.

They are also motivated by their shared mission. Workers who are mission-driven are more likely to stay with a company and become high performers, which significantly contributes to the overall success of a business.

Swarovski’s mission statement reads: Swarovski adds sparkle to everyday life with high-quality products and services that exceed our customers’ desires. We inspire our colleagues with innovation and reward their achievements while striving to expand our market leadership.

swarovski's business mission statement

3. Patagonia—stand out from the competition

When you are first starting out, it’s vital that your company finds ways to stand out from other companies with similar products and services. A good business mission statement can help your company build trust with customers and create a connection with your target audience.

Patagonia’s mission statement reads: 

Build the best product cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

patagonia's business mission statement

4. Full Cast Audio—compete with the big brands

While it may at times feel like “the big guys” are hard to compete with, a well crafted mission statement can inform customers of the ways that your brand fits them better. There is no reason why you can’t build your brand recognition like large companies do. There are nearly 4 billion people on social media, and you can share with them your business mission through targeted digital marketing strategies.

Full Cast Audio’s mission statement reads:

“We are a small company with a big mission: to create great recordings of wonderful books using a full cast off actors rather than a single narrator. We truly believe that we are pioneering in a new art form, a new way to experience, more fully than ever, an author’s intent.”

full cast audio's business mission statement

5. Cisco—address the broader community you’re a part of

Many companies have several layers made up of products, services, and partners that contribute different things to the market. A unified business mission statement helps to clarify your company’s purpose to investors, clients, and applicants. Decide on the personality of your brand as a whole, and deliver that message through a well-defined mission statement.

Cisco’s mission statement reads:

“Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.”

cisco's business mission statement

6. Walmart—keep it short and sweet

Walmart’s mission statement is only one sentence, which makes it easy to understand and remember. They clearly explain their reason for being and why they are important to the lives of their customers.

Walmart’s mission statement reads: 

“To save people money so they can live better.”

walmart's mission statement

7. Shopify—state your belief

A simple phrase like “we believe” followed by a unique perspective can help differentiate the “why” behind your brand. 

Shopify’s mission statement reads:

“We help people achieve independence by making it easier to start, run, and grow a business. We believe the future of commerce has more voices, not fewer, so we’re reducing the barriers to business ownership to make commerce better for everyone.”

shopify's mission statement

8. Nike—make it inclusive

Nike’s mission statement is clear, concise, and inclusive. Their goals are simple, and their messaging implies that everyone deserves to be inspired and benefit from their innovation.

It reads:

“Too bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.”

nike's business mission statement

9. Virgin America—position yourself as an industry leader

Virgin America’s mission statement tells you where they are located and exactly how they plan on accomplishing their goals. They also position themselves as an industry leader in domestic air travel.

 

It reads:

“Virgin America is a California-based airline that is on a mission to make flying good again, with brand new planes, attractive fares, top-notch service, and a host of fun, innovative amenities that are reinventing domestic air travel.”

virgin america's business mission statement

10. Whole Foods—reveal your personality

Whole Foods Market mentions both generally and specifically who they would like to help with their business mission statement. This shows that their personality is focused on goodwill, and they clearly explain how they intend to improve the world with their business.

The Whole Foods mission statement reads:

“Our deepest purpose as an organization is helping support the health, well-being, and healing of both people—customers, Team Members, and business organizations in general—and the planet.”

whole foods business mission statement

Get started with writing your business mission statement

As you can see from these examples, a great mission statement doesn’t need to be lengthy or incredibly detailed. Your mission statement should concisely communicate your company’s purpose and allow customers to see themselves within a brand. Follow these simple steps to create your own business mission statement that will impact your employees, investors, and customers alike.

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This post is exclusively published on seobytech.com

25 Lead Magnet Ideas (With Examples!) to Feed Your Funnel

This post is exclusively published on seobytech.com

As the summer gets into full swing and Q3 approaches, the familiar lead generation slump hits. We’ve all been there: people start taking vacations, stop answering their phones, and your sales team starts getting antsy for more SQLs. Oh, and there’s also the whole cookieless internet thing, where first-party data collection on websites is more important than ever.  

It’s prime time to set up some fresh, new lead magnets!

Read on so you can:

  • Learn what a lead magnet is.
  • Get inspired by 25 lead magnet ideas and examples.
  • Understand what you’ll need in order to create lead magnets for your business. 

With these tips and examples, you’ll be well on your way to attracting more people to your business that you can convert into customers.

What is a lead magnet?

First, let’s define exactly what a lead magnet is.

Lead magnets are an incentivized marketing tool for increasing form fills. Typically, a business offers something free, but valuable, that target prospects will be willing to obtain in exchange for their information so that you can continue building the relationship. Plus, that information is all first-party data, which is becoming crucial in a cookieless world.

Lead magnets are often associated with the top of the funnel, but they can actually be used at every stage. After all, new prospects can slide into your funnel at any point. Or if they are entering in at the top, you’ll need a way to keep them engaged and moving along through. So consider lead magnets to be offers that both attract leads to your funnel and keep them there.

marketing funnel for lead magnets

Some of the core categories of lead magnets include:

  • Educational materials
  • Proprietary data
  • Prize-based incentives
  • Time-sensitive information
  • Free consultations and trials

As you can see, lead magnets can come in all sorts of flavors, and as marketers, it’s our job to pick the right type to attract, engage, and convert our prospects. So let’s look at some examples and ideas.

Quick note on these lead magnet ideas

I’ve categorized the ideas by stage of funnel, but I also know that every business has a different funnel and customer journey, so adapt these ideas accordingly.

Also, many of the content-based lead magnets are versatile. For example, a downloadable checklist could be used at the top of the funnel (wedding planning checklist) and in the middle (questions to ask before choosing a wedding planner).

The image below is top-of-funnel checklist, from a process management software company: “Effective Onboarding in 31 Steps.” A mid-funnel checklist for this same company might be something like “10 Features to Look for in an SOP Automation Software Provider.”

lead magnet example—free checkliist

Top-of-funnel lead magnet ideas

Lead magnets are the most fun at the top of the funnel. This gives you the most creative leeway to come up with fun ideas to entice your target audience while showing off a fun side of your brand.

These lead magnets can be topically broad compared to your product or service—but related in some sense. Remember, this is the awareness stage of your funnel. Your prospects may not even know you exist!

You’ll definitely want to put these leads through a nurture flow so that the ones that reach sales reps have intent to buy.

For top-of-funnel lead magnets, you don’t need a form requiring details. Just first name, last name, and email will do. Make sure that each lead magnet is properly tagged with a lead source so you can track the ROI down the road.

1. Giveaways

First up, giveaways. There is plenty of finesse that goes into planning and executing a giveaway, but we won’t go into all that here. What you need to know is that giveaways are great lead magnets!

Get your prospects in the door with a variety of giveaway options, from free NBA tickets to a discounted annual subscription to your product. Keep in mind that the quality of your leads will vary depending on how relevant your offering is to your product or service.

While Instagram giveaways are a great way to expand your reach and brand awareness, you’re not going to get any leads unless you have entrants DM you with their email addresses. Instead, create a landing page on your website for the giveaway, and then share that link in your social media posts.

landing page for a giveaway, as a top of funnel lead magnet example

2. Face-to-face field marketing

Field marketers interact directly with potential customers, such as at trade shows, networking events, and conferences. They employ a mix of sales and marketing expertise to educate, inform, and persuade prospects to engage with your brand. Have your field marketers collect emails to keep in touch! You’re not likely to get a high volume of leads in this manner, but the quality of the leads will be excellent.

3. Influencer collaborations

Seems like everyone and their mom is trying to be an influencer these days. Who can blame them, with all the TikTok and YouTube fame being tossed around? This is the perfect time to test out lead generation through micro-influencers.

Find an influencer in your niche, sponsor a couple posts, and collect your leads. Remember to tag them properly, especially if you choose to pay influencers on a commission or per-lead basis.

4. Blog post downloads

Visitors coming to your blog are most likely in the awareness and information-gathering stage, so focus on free and easy offers here. Free and easy for you too! Simply offer to send the post (or an abridged version) to their inbox so they can read later. All they need to do is fill out their email address. How convenient! 

lead magnet examples—offer to send blog post to email

5. Free tools

If you didn’t already notice, we offer a variety of free tools for business owners and marketers, and it’s a win-win: They get free professional assistance that will help them get more sales, and we acquire leads who might actually increase our sales as well. High-five.

lead magnet examples—free tools

You can try out the Google Ads Grader, Facebook Ads Grader, and Google My Business Grader any time! (See what we did there?)

More top-of-funnel lead magnet ideas:

6. How-to and examples content (i.e., a free guide on how to write a networking email, or networking email examples)

7. Podcasting

8. Idea generators

9. Cheatsheets

popup for a cheatsheet as a top-of funnel lead magnet idea

 

A lead magnet about lead magnets. Whoah.

Mid-funnel lead magnet ideas

Okay, this is when lead magnets get a little more serious. Prospects entering into the middle of your funnel are aware of and interested in your business. Mid-funnel lead magnets should be at least slightly related to your product or brand, but if you’re at the mid-to-top level, you can still dance around it a little bit more.

For mid-funnel lead magnets, you may want to ask for more information than just email address. This may include name, company name, email, and whatever qualifiers will help you. For example, I like to ask my prospects to select with compliance framework they are interested in. This informs the content I send their way down the line and helps my sales team pitch more accurately.

And make sure you continue nurturing these leads! Your sales team might be eager to get on the phone with these more qualified leads, but tag them and place them into a nurture stream where they belong. Don’t scare them off with heavy-handed sales tactics.

10. Webinars

Webinars are all the rage these days. I’m a big fan of virtual lunch-and-learns, particularly featuring how-tos or trending topics. Even better, any webinar can be recorded and reused, or emailed out as part of a nurture campaign.

 

top-of-funnel lead magnet ideas—webinar popup

If you’re hosting a webinar, make sure to ask your participants what questions they’d like answered during the session–you can glean more engagement and information from leads that way.

11. Checklists

If your product helps streamline a solution or gives your team intimate knowledge into a niche process, checklists give you a high-level, low-effort way to share that know-how. Hot tip: downloadable checklists typically perform well in Google ad campaigns.

middle-of-funnel lead magnet ideas—checklist

12. Free templates

I’m a sucker for resume templates. I can’t help it; every time I am editing a resume, I need to find a new design. And as a result, a crazy amount of companies hawking resume templates have my email address.

Offer a template for something that you would consider yourself an expert on. For example, how to design a project management flow. Or a notion.io content marketing calendar (I’m in the market for one!).

Templates are more mid-funnel compared to examples, since the prospect is not just looking for ideas anymore, but ready to put pen to paper and get down to it.

More mid-funnel lead magnet ideas

13. Original data reports

14. Product comparisons

15. Email courses

Bottom-of-funnel lead magnet ideas

These lead magnet ideas are for the cream-of-the-crop prospects. They might already know your brand and trust your content. This is the opportunity to show that your product is right for them.

16. Case studies

Case studies can be a snoozefest. It’s easy to go wrong with these, but if you add a little extra ‘oomph’ to the content, you could have a great download on your hands.

While most companies will share a case study with a title like, “X company helped Y company increase revenue by 50%! See how we did it.” And there is nothing wrong with that. But if you take the time to insert actionable data and insights into your case study, it’ll make it worth an email submission.

17. Product picker 

This might be my favorite type of lead magnet. I know, you probably thought I was going to say whitepapers were my bread-and-butter but WHEW. I love quizzes.

bottom-of-funnel lead magnet ideas—quiz

Why are they so great? It’s the best time to show off your authority on a niche topic in an engaging way. This is great for leads who are ready to buy, but don’t know what exactly they want. My company, Laika, has a quiz to see which compliance framework is right for your business.

18. Partner referral discounts

You’ll likely need to get any type of discount cleared with your department heads and sales teams. But discounts are powerful hooks; everyone loves to save money.

I recommend reaching out to your partners to let them know that anyone who submits their information with a specific code or through a certain page will receive a percent off the purchase of your product.

You can also do this with customers who have had a good experience! Referrals are like good reviews, they hold a lot of weight with prospects doing investigation into a new company.

19. Event tickets

Everyone loves free stuff. I had some coworkers who created email addresses specifically to enter contests to win concert tickets. While I hope your prospects won’t do the same, you could run a promotion where those who sign up for a free demo or consultation will be entered into a random drawing for free tickets to a conference.

You decide the event, and let the leads pour in.

20. Early access

Releasing a new feature? Testing new copy or UX? Advertise it to prospects. You can learn about their behaviors while shaping your offering to their exact tastes.

Plenty of mobile games and apps already utilize beta versions and early access. If you offer an app in the Google Play Store or the Apple Store, you can enter it onto a list for users to access in beta. Even Disneyland has extended early hours for visitors to get early access to the rides!

bottom-of-funnel lead magnet ideas—early access invitation

21. Free trial

Trial your product or service for free, for a limited time only! There are plenty of examples of free trials out there, but the trick is to make yours seem exclusive, urgent, and the best way to get a taste of your amazing company.

bottom-of-funnel lead magnet ideas—free trial example

22. Newsletter referrals

By now, most people have heard of The Skimm. They grew their subscribers in a big way through referrals! You could track how many referrals you had from a unique link and get rewarded along the way.

bottom-of-funnel lead magnet ideas—skimm newsletter referral

More bottom-funnel lead magnet ideas

23. Discounts or sales promotions

24. Free shipping

25. Free quote or consultation

How to create a lead magnet for your business

Assuming you want to start generating more leads, I’m going to finish off with tips on creating lead magnets for your prospects.

For the actual lead magnet, you’ll need:

Make sure your landing page copy and design matches the original offer, as well as your CTA. For example, if you’re luring prospects in with a promise of 15% off for subscribing to your email list, your CTA after filling out the form should be “get my 15% off coupon.”

I also recommend a website pop-up tool. There are plenty of platforms today that enable you to create tasteful popups and use specific criteria to trigger them—such as page their on, topic of blog post they’re reading, whether or not they’re a returning visitor, where they came in from, and more. 

And finally, since you’re going to be generating more leads now, you’ll first want to invest in marketing automation software to track, segment, and nurture them. In this remote world, I recommend Marketo, Hubspot, or ActOn.

Lead magnet ideas [recap]

Here are the 25 lead magnet ideas and examples covered in this post:

  1. Giveaways
  2. Face-to-face field marketing
  3. Influencer collaborations
  4. Blog post downloads
  5. Free tools
  6. How-to and examples content
  7. Podcasting
  8. Idea generators
  9. Cheatsheets
  10. Webinars
  11. Checklists
  12. Templates
  13. Original data reports
  14. Product comparisons
  15. Email courses
  16. Case studies
  17. Product pickers
  18. Partner referral discounts
  19. Event tickets
  20. Early access
  21. Free trials
  22. Newsletter referrals
  23. Discounts and promo codes
  24. Free shipping
  25. Free quote or consultation

Have any tried and true lead magnet ideas that we missed? Share your landing pages and forms, we want to sign up!

.

This post is exclusively published on seobytech.com

Company Core Values: 200 Examples (+How to Establish Yours)

This post is exclusively published on seobytech.com

I’ll admit it: company core values enter the cliche zone more often than not. We work together. We strive for excellence in everything we do. We put our customers first. But truth be told, there’s a reason why they’re overused. Plus, the authenticity of a company’s core values (even if authenticity is one of them) is unimportant. What matters is that they are clearly defined and actually carried out. 

And cliche or not, data shows that core values impact a company’s bottom line:

With all that being said, my aim with this post is to define core values as a necessity for any business and then provide you with:

  • Six steps for coming up with your company’s core values.
  • Seven examples of real company core values that each take a different approach.
  • Over 200 words you can use to inspire, establish, and describe the values of your company.

You’ll walk outta here with all the info and inspo you need to establish a set of core values that attracts customers, engages employees, and increases revenue.

What are company core values?

Company values are concepts or principles that a business considers to be important for the well-being of the business itself, its employees, its customers, and the communities of which it is a part.

Basically, they’re the win-win, do-good principles that give a company a greater purpose.

Or as Waste Management puts it,

waste management's company core values "do the right thing. the right way."

While a business is constantly evolving, core values remain absolute and unchanged and can guide a company in making sound decisions–regardless of department, stage of development, or individual personalities. They are essential for helping a business to form its identity, distinguish its brand, and improve its reputation.

Company core values vs. mission, vision, and goals

Let’s quickly define mission, vision, and goals:

Mission statement: your function and purpose—what you do, who you serve, and why.

Vision statement: what you hope to achieve, inspire, or solve for the greater good, the bigger picture of which your mission is a part.

Goals: These are the tangible outcomes that contribute to overall revenue growth and moving the company forward.

Core values can both inspire and support a company’s mission, vision, and goals. Most importantly, they provide guidelines on the most ethical, unified approach to achieving those goals.

I like the visual CAT uses for their core values page:

pyramid display of company core values, vision, mission, goals, conduct

Image source

The hierarchy denotes that core values connect behaviors and goals to mission and vision. They provide the most ethical, unified approach to achieving your goals in a way that lends to your greater cause.

screenshot of company core values statement "we're committed to success with integrity"

Image source

Why you need company core values

Let’s go over some numbers here.

  • More than 63% of consumers prefer to purchase from purpose-driven brands.
  • Highly engaged employees can increase performance by 200%.
  • A culture that attracts high-caliber employees can lead to a 33% revenue increase

Translation? If you want more customers, better performance, and higher revenue, you need to have a purpose driven culture of engaged employees. And this cannot happen without established core values. Here’s why:

Improve output

For most companies, each department has its own unique profile. The sales team has a different mindset from the web team. Content marketers have a different focus from product marketers. But like a human being, separate systems are needed in order for the whole to operate properly.

Core values are department-agnostic, serving as the common thread that brings everyone together to create one collective “us.” Unified operation translates into output that is greater than the sum of its parts.

Make better decisions

Businesses are run by great minds that don’t always think alike—diversity of perspectives is important. But that also means there will be moments of disagreement. When faced with predicaments and tough decisions, company core values can serve as an objective, true north compass to an agreed-upon best course of action.

compass symbolizing how core values guide a company

Image source

Gain a competitive edge (in marketing and hiring)

Every company is made up of individuals with unique skill sets and personalities. While KPIs bring skill sets together to accomplish tangible goals, company core values bring personalities together to create a firm identity. A firm identity gives way to better branding which gives a business its competitive edge in both marketing and recruiting.

asana company core values quiz for job applicants

Asana takes the values-based recruiting to another level. (Image source)

Motivate action

A truly core-value-based company facilitates, encourages, and recognizes demonstrations of those values among its employees. With a clear picture on what their company stands for and the positive outcomes this brings, employees are inspired to take meaningful action that goes beyond KPIs and metrics—leading to more fulfillment and engagement (not to mention more success for the company).

Improve customer service

Company core values produce teams of employees that are fulfilled, motivated, engaged, and inspired to do their best work. When employees believe in both themselves and their company, better deliverables and customer service follow. This translates into micro-interactions that customers pick up on, write reviews about, and share with others.

chart showing the benefits of engaged employees

Image source

Build your reputation

Every person in the company has a different role. Your company core values guide the way each person can carry out their role. Consistent, meaningful behavior between employees and with customers, partners, and vendors speaks volumes to the integrity of your brand and its overall reputation.

Become resilient

Today’s workforce is more transient than ever. But when a company hires, fires, and operates according to a steadfast set of core values, it is prepared to withstand changes in staff, losses in leadership, or even entire reorgs.

How to establish your company core values

Core values should be a mix of those that describe your company as it is now as well as what it strives to be. They should celebrate but also motivate; evoke pride but also inspire action.

In a former job, I once was tasked with establishing the company’s core values. I’m going to go over a high-level view of the six steps I took to do this, which you can adapt accordingly. 

Note: For a smaller company, a full team meeting might be all it takes!

1. Consult your employees

Send out a survey to your employees and ask questions about what’s important to them, what they prioritize when interacting with customers, what they like about working for the company, and what they’d like to see more of.

Don’t explicitly state that you’re trying to determine core values. Leave it open-ended so you can pick up on patterns and translate them into core values that use the language of your employees.

2. Ask your customers

Talk or send out a poll to your customers, asking them for feedback like what stands out to them about your business, why they choose your business, and what keeps them coming back. Read reviews and see if there are any common themes.

3. Look back on key events

Think about memorable experiences in your company’s past—positive and negative. What actions were taken (or not taken) that made them memorable? Use this information to collect anecdotal clues about your inherent core values.

4. Map it out and whittle it down

Compile all of this information in one place and see what kinds of patterns you can pick up on. Whittle it down into a list of ten or so values that reflect the input. You can then have a meeting with select team members to come up with the three to five core values that make the most sense.

5. Describe them using your brand voice

Now it’s time to use your marketers and content writers. Core values can get pretty redundant and generic. Come up with unique names and [short] descriptions for those core values that match your brand voice. Feel free to make up words and get playful here.

6. Make em known!

Display your core values in a location in your office where employees can see them every day. Start off meetings with a core values slide and give employees an opportunity to recognize team members who have demonstrated them (that’s what we do!). Instate a company-wide core values award every month, where anyone can nominate anyone (we do that too!).

And of course, put them on your about us or careers page to attract employees and customers who share your values. Or write a blog post like Flywheel did

flywheel blog post about their own company core values

Image source

Company core values examples

I’m going to provide a master core values list at the end of this post to help give you a starting point, but first, I want to provide some real company core values examples so you can have an idea of what other companies are doing.

1. The simple approach—Beiersdorf

The Beiersdorf core values page is clean and simple. (Look, they’re already demonstrating one of their core values.) While their values are generic, they are placed on a page with a video and related links that provide further reinforcement.

example of simple company core values by beiersdorf

Image source

2. The branded approach—Cogolabs

What I like about this page is the personalization they’ve applied to their core values. You have a lot of freedom with your core values: you can make up names (CogoStars, Cogonauts), be a bit bragadocious, and go beyond the typical three to five.

Plus, some of the uncommon ones like “obsessive” are more memorable and also compel you to read on to see what they mean.

example of branded company core values by cogo labs

Image source

“Obsessive: We are tenacious in pursuit of our goals, and believe that success in life is proportional to the effort we put ini”

3. The employee quote approach—Outback Team Building

Outback’s company core values take a unique approach by describing their core values through quotes by employees of varying points of the hierarchy

employee quote-based company core values by outback team building

Image source

“We’re in perpetual pursuit of new, innovative, outside-the-box ways to consistently improve ourselves, our products, and everything we do.”

4. The punny approach—Flockjay

Flockjay’s core values stand out to me with their unique word choice. Like Cogo Labs, they add color with their brand voice and use appropriate bird puns. But phrases like “invest in each other,” “whole selves,” “big bets,” and “let’s do this by” give them an authentic feel.

punny company core values example by flockjay

Image source

“When we flock together, we fly farther and faster than we can alone We support, celebrate, and in est in each other, working together to create an inclusive environment where everyone can bring their whole selves to work each day.”

5. The famous quote approach—Grimm Bissel

Maybe you’re a team of one or three. Maybe you’re just starting out and don’t have a wealth of employees and experiences that lead to clear core values and related links. There’s nothing wrong with keeping it short and sweet with famous quotes.

example of famous quote-based company values by grimm bissell

Image source

Commitment is an act, not a word -Jean Paul Sarte

6. The oath approach—Zappos

The Zappos has a whopping 10 company core values and is compiled into a comprehensive “Oath of Employment.” Each value comes with its own description, set of questions to ask yourself, sample behaviors, and video! I know that actions speak louder than words, but this page itself is an action. A company that makes this much effort to explain their core values is really serious about them.

example of more than 10 company core values by zappos

Image source

“Deliver WOW Through Service”

7. The Keap approach

So Keap’s core values page isn’t anything revolutionary. But I have this on my list because a company’s core values aren’t really the photos you see of teams doing community service or receiving “Best Places to Work” awards. These outward-facing materials are a manifestation of the mundane, day-to-day activities between employees that would be impossible to capture (and frankly, too boring to share) on social media.

And Keaps’ values statement says it all:

keap company core values example

“Our values are an everyday process where leaders and Keapers through word and deed show that: 

  • We genuinely care
  • We own it
  • We learn always
  • We build trust
  • We check ego
  • We dream big
  • We win together”

8. The acronym approach—G2

Bonus points if your acronym is a core valuesy word, like G2’s “PEAK”

fond's company core values in acronym style

Image source

G2 Core Values:

Performance
Entrepreneurial Spirit
Authenticity
Kindness”

Establish your company core values for customer, team, and revenue growth

With the information, steps, and examples above, you should now have a clear understanding of the importance of core values and a clear path for developing yours. And with the list below, you’ll have all the inspiration you need! Remember, the authenticity of your company’s core values isn’t important. What matters is that they are established and clearly defined. When your employees have a framework within which to exercise those values in their own unique way, the authenticity will follow.  The purpose is to have a purpose. 

And now, as promised, the list of words you can use to describe your company core values.

Company core values list: nouns

Acceptance
Accessibility
Adaptability
Altruistic
Approachability
Brilliance
Care
Collaboration
Commitment
Common sense
Communication
Competency
Consistency
Continuity
Courage
Courtesy
Craftsmanship
Credibility
Curiosity
Customer centricity
Dependability
Experimentation
Expertise
Fairness
Generosity
Goodwill
Gratitude
Grit
Hard work
Honesty
Hospitality
Humility
Idiosyncrasies

Inclusivity
Individuality
Ingenuity

Initiative
Integrity
Justice
Leadership
Mindful
Open-mindedness
Opportunity
Original
Patience
Perfection
Perseverance
Persistence
Philanthropy
Pragmatism
Reliability
Resilience
Resourcefulness
Respect
Responsibility
Simplicity
Speed
Spontaneity
Sustainability
Systemization
Teamwork
Thoroughness
Tolerance

Company core values list: adjectives

Abounding
Adventurous
Aggressive
Agile
Ambitious
Analytical
Approachable
Baked [into]
Bold
Can-do
Compassionate
Competitive
Compliant
Crystal clear
Divergent
Driven
Entrepreneurial
Essential
Exceptional
Experience
Fearless
Focused
Forever [curious]
Foundational
Friendly
Good-natured
High-caliber
Highest degree
Hungry
Insightful

Masters of
Nimble
Open-minded
Options
Owners of
Passionate
Proficient
Proportional to
Proud
Quirky

Remarkable
Singular

Skillful
Steady
Steadfast
Supportive
Talented
Teamwork
Tenacious
Together

Unflappable
Unified
Universal
Unrelenting
Unyielding
Utmost
Without compromise
Woven [throughout]

Company core values list: verbs

Abide
Act
Adapt
Align
Amplify
Apply
Ask
Balance
Believe
Believe
Bold
Break
Challenge
Charge
Coach
Combine
Connect
Distill
Drive
Educate
Embrace
Employ
Empower
Energize
Ensure
Explore
Focus
Foster
Guide
Instill

Invest
Keep
Learn
Mentor
Multiply
Operate
Practice
Promote
Pursue
Pursuit of
Push
Recognize
Refuse
Say
Seek out
Seize
Strive
Take charge
Teach
Win

Work

Company core values list: adverbs

Always
Artfully
Beyond
Consistently
Constantly
Continually
Delightfully
Freely
Genuinely
Immensely
Impressively
Intelligently
Never
Perpetually
Personally
Relentlessly
Surprisingly
Unabashedly
Utmost
Weirdly

.

This post is exclusively published on seobytech.com

37 Free and Creative July Marketing Ideas (With Examples)

This post is exclusively published on seobytech.com

July: It’s the seventh month of the year (fifth in the Roman calendar), rhymes with reply, should rhyme with truly, has a whopping 31 days—all great marketing opps for your business! Just joshin. That’d be sad. But July is filled with many opportunities for creative marketing—it’s National Anti-Boredom Month, Independent Retailer Month, home to World Emoji Day, Pandemonium Day, and plenty more. 

Celebrate World Emoji Day and National Ice Cream Day in one post.

Better yet, you don’t even have to do the brainstorming! In this post, I’ve taken care of all of that for you. I’m going to:

  • Fill you in on tons of awareness causes, observance days, and holidays in July.
  • Give ideas on how to incorporate them into free and authentic marketing.
  • Provide real examples of content, events, and promotions from businesses just like yours.

Let’s list them out first to get you oriented, then we’ll dive into ideas and examples.

July awareness causes

  • Fireworks Safety Month
  • Eye Injury Prevention Month
  • UV Safety Month
  • Minority Mental Health Month
  • Ice Cream Month
  • Anti-Boredom Month
  • Grilling Month
  • Purposeful Parenting Month
  • Independent Retailer Month
  • Therapeutic Recreation Week (second week of July)
  • Everybody Deserves a Massage Week (second week after 4th of July)
  • Parenting Gifted Children Week (third week of July)
  • Clean Beaches Week (July 1-7)

July holidays

You can see a more complete list at the end of this post, but here is my curated mix of the serious, the sophisticated, and the downright silly:

  • July 1: Postal Worker Day
  • July 3: Compliment Your Mirror Day
  • July 4: Independence Day
  • July 11: Cheer Up The Lonely Day
  • July 13: Cow Appreciation Day – Changes Annually
  • July 14: Pandemonium Day
  • July 15: Get to Know Your Customers Day – Third Thursday of Each Quarter
  • July 17: World Emoji Day
  • July 18: Ice Cream Day – Third Sunday in July
  • July 25: Hire a Veteran Day
  • July 26: All or Nothing Day
  • July 28: National Buffalo Soldiers Day
  • July 30: National Get Gnarly Day
july marketing ideas cow appreciation day

In July we celebrate, America, parents, and cows. (Image source)

July marketing ideas 

And now, it’s time to get down to (marketing your) business. We’ll first start with July marketing ideas based on monthly awareness causes and then move to single-day observances.

1. National Independent Retailer Month

July is the designated month for celebrating independent retailers who, like all local businesses, help to build our economy, towns, and communities. Promote your own business if you are one, or show your support for independent retailers in your community.

july marketing ideas facebook post showing support for independent retailers

2. National Anti-Boredom Month

After the July 4th festivities, the summer heat and structureless days can start to creep in with looming threats of boredom.

Here are some ideas to help your target audience avoid the dog days of summer:

  • Host a gratifying month-long challenge around food, fitness, hydration, or something related to your business.
  • Share your favorite summer spots and activities.
  • Write a blog post compiling events going on in your area.
  • Ask your followers for recommendations on books, places to go, DIY projects, etc.

Or, take a no-nonsense approach like this business did:

july marketing ideas anti boredom campaign on facebook

3. National Grilling Month

I tried to think of ways to put a creative twist on things to make it more widely applicable, but to no avail—unless you’re into grilling your customers for feedback…

But I did find some ideas on Facebook. This business ran a contest with a grilling-themed prize.

july marketing ideas grilling month facebook contest

This electric company encouraged its followers to save electricity by grilling outside:

july marketing ideas grilling month twitter post

4. National UV Safety Month

The sun won’t run out of hydrogen for another 5 billion years, so consider it an evergreen topic. No matter what business you’re in, you can’t go wrong with posting UV safety tips.

Make your own image with a content marketing tool like Canva, like this business did:

july marketing ideas uv safety month facebook post

Or borrow an infographic from the CDC:

July marketing ideas UV safety month infographic

5. National Minority Mental Health Month

July was proclaimed Minority Mental Health Month in 2008 by the US House of Representatives. This is help ensure that not only do people of color have access to adequate mental healthcare, but also that health professionals are culturally aware, empathetic, non-judgmental, and able to properly diagnose each patient who walks into their office.

Spread awareness using resources like BIPOC’s MMHM toolkit, or come up with an event of your own to support this inclusivity-related cause.

july marketing ideas minority mental health month instagram post

6. Everybody Deserves a Massage Week (usually 3rd week in July)

If you are in any way connected to massages, whether that be a traditional massage studio, a physical therapist, or a salon, you should definitely be taking advantage this week by running sales promotions.

If you’re not a spa or salon, partner up with a local provider to see if you can run a mutually-beneficial deal.

Or take it a step further like these guys:

july marketing ideas everyone deserves a massage week dog getting massage

7. Christmas in July (varies)

According to my cursory research ( aka the Real Simple magazine), Christmas in July began in 1993 with a summer camp in Brevard, NC. And then somewhere along the line, businesses began using it as a marketing tool. Here are some ways you can follow suit.

Run deals and sales to get new customers coming in. BigCommerce tells us that repeat customers spend 25% more per transaction during the (real) holiday season, while a new customer spends only 17% more. So start building that repeat customer base now!

july marketing ideas christmas in july sale

This photographer promoted family photo shoots, framed as a way to get your Christmas card photo taken care of early (and when you’ve got that summer look going). Depending on the weather, winter clothes may or may not be a good idea!

july marketing ideas christmas in july instagram post

Or simply run a generous flash sale that’ll feel like, well, Christmas in July.

july marketing ideas christmas in july flash sale

8. Compliment Your Mirror Day (July 3)

Compliment Your Mirror Day, observed on July 3rd, encourages people to feel positive about themselves—inside and out. If it fits with the tone of your brand and your audience, acknowledge it on social media.

You could even Instagram campaign where customers can receive a percentage off products or services in exchange for posting a selfie and custom hashtag

july marketing ideas compliment your mirror day instagram campaign

9. Independence Day (July 4)

But of course! It’s the biggest holiday of the summer. Here are some ways to incorporate this patriotic holiday into your marketing:

  • Holiday promotions: Offer a 17.76% discount, reduce an item price to $17.76, or use promo codes like FIREWORKS or FREEDOM. Create buy-one-get-one deals for appropriately-themed products. Or just run a sale simply because it’s a holiday—ain’t nothin’ wrong with that.
  • Run a giveaway: Offer up a red, white, and blue-themed prize, barbeque supplies, a gift card, or even a survival kit like a lawn chair, bug spray, hand sanitizer, glowsticks, etc.

  • Write a blog post on topics related to your business, through the lens of themes like freedom, independence, stars, stripes, and more. Or, if applicable to your business, write more practical posts like firecracker safety tips, tips for keeping your dog calm during fireworks, or travel tips.

  • Get creative: Ditch the stock photography and get creative with your digital media.

july marketing ideas american flag art

Image source

10. International Chocolate Day (July 7)

Anyone can get behind this holiday. Whether it’s with a candy counting contest, giving out Hershey’s Kisses to customers, or just posting a funny meme. Or, you could get some chocolatey USB drives made up with your logo on em!

july marketing ideas world chocolate day chocolate usb drive

11. Gruntled Workers Day – July 13th

So yes, gruntled is a word. It means pleased, satisfied, or content.

  • Gather feedback from your employees to see if you can make any improvements to their experience. Happy employees make for happy customers (who write reviews).
  • Write a thought leadership post on company culture building and highlight yours in the process.
  • Remind your audience of your commitment to customer experience.
july marketing ideas gruntled workers day facebook post

12. Give Something Away Day (July 15)

Rather than running an Instagram giveawayconsider hosting a charity fundraiser for Give Something Away Day. Consumers like doing business with people that share their values. Doing something for your community or a greater cause will engage your followers and make a positive impact.

july marketing ideas national give something away day donation drive on instagram

13. National Buffalo Soliders Day (July 28)

It’s important to seize every opportunity you can to celebrate diversity in your marketing. Ackowledge National Buffalo Soldiers Day on July 28 to commemorate some of the earliest Black troops in the US Military who served on the Western frontier after the Civil War.

july-marketing-ideas-buffalo-soliders-day

 

14. National Ice Cream Day (third Sunday in July)

I’m going to spare you the “I scream you scream” and share a little history with you. Back in the day (1984), former President Ronald Reagan decided July was to be National Ice Cream Month and that the third Sunday in July would be National Ice Cream Day. Ice cream shops, you know this one well. For the non-frozen dairy-delighted, try out these ideas:

  • Run an ice cream social: Use that frozen sugary goodness to lure customers into your store! In addition to offering free ice cream, provide special discounts on items or coupons with a purchase.
july marketing ideas ice cream social invite
  • Have an internal ice cream sundae party at your business and share on social media: the delicious masterpieces, the mess, the people indulging. Even better, purchase the ice cream from a local store and tag them in your posts.
  • Offer free ice cream after a class or session: Get more signups for a workout or yoga class with the promise of a free ice cream afterward. (Organic ice cream for the yoga folks).
  • Try getting creative with your content: We don’t always use ice cream cones to explain marketing concepts, but when we do…
marketing funnel ice cream cone

15. Get to Know Your Customers Day (third Thursday)

You should already know your customers like the back of your hand, but you should also always be learning—especially with the shape-shifters we consumers have become due to the pandemic.

Get to Know Your Customers Day happens on the third Thursday of every quarter—a good reminder to stay on your toes and a good opportunity to strengthen your client relationships. 

Share a survey via email or social media—something brief but meaningful enough to demonstrate that you value your customers, and to be informative to you.

You could also take a lighter approach on social media. Ask more playful questions, like  “would you rather,” “yay or nay,” “when was the last time you…” but keep the topics relevant so you can glean something from the answers.

july marketing ideas get to know your customers facebook survey

16. National Parents’ Day (fourth Saturday in July)

With Mother’s and Father’s Day taking up all the wholesome limelight, Parent’s Day often gets neglected. Parents work tirelessly for their children, so honor the parents in your audience!

july marketing ideas national parents day nissan ad

Consider taking a more emotional approach with your brand on this day. Acknowledge the hard-working parents out there, but stay sensitive to the fact that not everyone has living parents, that not all parents are one item, and that there are many caretakers who are like a parent.

Got any July marketing ideas? Share em!

Not all of the July awareness causes and observances were covered in this post. There are far too many. But if you have any ideas of your own, we’d love to see them in the comments.

For more monthly marketing ideas, check out our other posts:

And for a year’s worth of marketing ideas, check out this marketing calendar template from our friends at LOCALiQ.

As promised, here is a more complete list of July observances that may or may not apply to your business:

July holidays

July 1

Canada Day
International Joke Day
American Zoo Day
National Postal Worker Day

July 3

National Eat Your Beans Day
National Hop-a-Park Day (first Saturday in July)

July 4

Independence Day
National Barbecued Spareribs Day

July 5

National Hawaii Day
National Workaholics Day
National Bikini Day

July 6

International Kissing Day

July 7

National Tell the Truth Day
National Dive Bar Day
National Father-Daughter  Take a Walk Day
National Strawberry Sundae Day

July 9

Collector Car Appreciation Day – Changes Annually July 9, 2021

July 10

National Kitten Day
National Pina Colada Day

July 11

National Cheer Up The Lonely Day
All American Pet Photo Day
National Mojito Day
National 7-Eleven Day

July 12

National Simplicity Day
National Different Colored Eyes Day

July 13

Cow Appreciation Day – Changes Annually

July 14

National Pandemonium Day
National Tape Measure Day
National Nude Day

July 15

National Give Something Away Day
National I Love Horses Day
National Pet Fire Safety Day
Get to Know Your Customers Day – Third Thursday of Each Quarter

July 17

National Lottery Day
World Emoji Day
Toss Away the “Could Haves” and “Should Haves” Day – Third Saturday in July

July 18

National Ice Cream Day – Third Sunday in July

July 19

National Get Out of the Dog House Day – Third Monday in July

July 21

National Junk Food Day
National Be Someone Day

July 22

National Hammock Day
National Rat Catcher’s Day
National Refreshment Day – Fourth Thursday in July

July 23

Gorgeous Grandma Day

July 24

National Drive-Thru Day
National Cousins Day
National Amelia Earhart Day
National Day of the Cowboy – Fourth Saturday in July 

July 25

National Hire a Veteran Day
National Wine and Cheese Day 
National Parent’s Day – Fourth Sunday in July

July 26

National Aunt and Uncle’s Day
National Bagelfest Day
National Disability Independence Day
National All or Nothing Day

July 27

National Love is Kind Day

July 28

Buffalo Soldiers Day
National Waterpark Day

July 29

National Intern Day – Last Thursday in July

July 30

National Father-in-Law Day
National Whistleblower Day
National Talk in an Elevator Day – Last Friday in July
National System Administrator Appreciation Day – Last Friday in July
National Get Gnarly Day – Last Friday in July
National Support Public Education Day
International Day of Friendship

July 31

National Mutt Day

 

.

This post is exclusively published on seobytech.com

19 Powerful B2B Marketing Strategies That Work Now (Based on NEW Data)

This post is exclusively published on seobytech.com

If you perform a Google search for B2B marketing strategies, it’s all too easy to land on articles that simply provide the generic list of marketing strategies we already know to be true: SEO, PPC, email, social media, referral marketing, loyalty programs, and more. And many of the themes layered on top of these strategies are repetitive: know your target audience, personalize, and use your data.

When a post tells you to know your audience. Personalize your content. Use video.

Now I’d be lying if I said I won’t cover any of the above in this post. In fact, I cover all of the above. But my aim here is to break down why these strategies are important for 2021 and to provide some more specific tactics on how to carry them out—backed by new, post-COVID data.

So here’s what I’m going to do:

  • List out general B2B marketing strategies based on 2021 B2B buyer trends.
  • Offer some more specific strategies within the common channels of SEO, PPC, email, and social media.
  • Provide key takeaways that can guide you in coming up with the best marketing strategies for your B2B business.
b2b marketing strategies that work now graphic

General B2B marketing strategies

As the workforce evolves, new trends emerge from the pandemic, and major platforms make (major) changes (see ya, cookies), the best ways to carry out the evergreen B2B marketing strategies are going to look slightly different each year. Here are some general approaches to take with respect to 2021 reports.

1. Target millennials

By 2025, millennials will represent 75% of the global workforce. According to Merit’s B2B Millennials Report73% of millennials are involved in product or service purchase decision-making at their companies, and 30% of them are the sole decision-makers.

b2b marketing strategies millennial b2b buyer stats

Image source

This means catering your B2B marketing strategies toward millennial preferences, like:

  • Speed of response (like through live chat).
  • Easy mobile experiences (through formatting and geofencing).
  • Social media engagement (and not just LinkedIn!).
  • Cause-based marketing.

2. Take a B2C approach

The lines are being blurred between B2B marketing and B2C. This is due to the increasingly competitive nature of the digital space as well as the growing percentage of millennials in the B2B buyer population. In fact, according to Foleon’s 2021 B2B Buyer Insights Report, 80% of B2B buyers now expect a B2C experience.

In order to stand out above the noise, and to millennials, B2C approaches are necessary, like:

  • Personalization (in more than just emails).
  • Emotional marketing (more on that here).
  • Ease of access (to educational content and self-service).

3. Cater to a longer buying cycle

It’s always been known that B2B marketing typically has a longer buying cycle than B2C. But according to a study conducted by McKinsey at the end of 2020, the buying cycle has gotten even longer for B2B businesses since the pandemic.

b2b marketing strategies b2b sales cycle increase since COVID

With budgets being tightened, B2B buyers are taking more care to research products and services, and to more thoroughly calculate ROI beforehand.This makes it important to:

  • Create content to support, and not disrupt buyer research.
  • Use language and data particularly focused on ROI in your messaging.
b2b marketing strategies cater to more research

4. Focus on first-party data

With the iOS 14 privacy update and Google eventually moving away from cookies, achieving precise targeting will become more challenging. Since knowing your audience is the fundamental first step for all types of marketing (see, I told you I’d talk about these things), first-party-data-friendly marketing campaigns are essential. Ways to collect first-party data include:

b2b marketing strategies to collect first party data through custom questions in google ads

You can even create custom questions in Facebook ads to collect first-party data.

5. Supplement your automation with AI

Marketing automation and artificial intelligence (AI) are not one and the same. Marketing automation software is geared toward helping humans to carry out simple and repetitive tasks. This still requires configuring workflows around various scenarios and using the data to make manual optimizations. AI, however, uses data to mimic human intelligence and reasoning to make predictions, suggest optimizations, and dynamically apply them.

Combining automation and artificial intelligence gives you the best of both worlds: you get the efficiency and time-saving benefits of automation, along with the ability to recommend and make adjustments to the automation using data-driven insights.

Here are some examples of how AI can augment automation:

  • Tools that write subject lines or portions of emails within your email automation platform that are highly personalized.
  • Smart Bidding strategies or the Insights Page in Google Ads
  • Using past data for more accurate lead scoring in a CRM.

Now that we’ve gone over the overarching themes, let’s talk about ways to apply them in the most popular B2B marketing channels: SEO, PPC, social media, email. 

B2B marketing strategies using SEO

SEO helps you to get found in searches the buyers within your target businesses are performing. Here are three strategies to employ for better B2B SEO:

6. Have an SEO keyword funnel

Since B2B buyers are doing such heavy research these days, and are not yet ready to buy during this process, having organic content that ranks at every stage of their journey is huge. This way, you’re not only supporting their research, but you’re also staying top of mind, displaying your expertise, and building trust throughout their whole process.

Backlinko’s guide to B2B SEO provides excellent coverage for this strategy. The example they use is that of a logistics services company.

b2b marketing strategies seo keyword funnel

Here’s what we can gather from this visual:

  • Top-of-funnel keywords are very tactical, such as with how-tos to help buyers carry out their role effectively (and to help you facilitate the identification of pain points).
  • Middle-of-funnel keywords can start to use more strategy-focused and comparison keywords as the buyer gets more educated.
  • Bottom-of-funnel keywords are focused and targeted at exactly what the buyer (now) knows they want (thanks to your education along the way).

There is so much more to keywords for B2B marketing (intent and location modifiers) but this is an oversimplified version to help you get the gist.

7. Create career development content

Even though you are a business selling to another business, the buyer is still an individual person with a specific role in their company. And solutions aren’t the only things they are searching for online. They’re also looking at ways to educate themselves, build their skill sets, and advance their career. Create career development content to establish your expertise while building connections with could-be customers and tapping into a whole new set of relevant keywords.

b2b marketing strategies with career development content

How do I know this works? I’ve done it.

8. Stay on top of algorithm updates

Technical SEO is nothing new, but it has grown in importance with new algorithm updates in the past year. For example,

  • With 100% mobile-first indexing, you need to make sure Googlebot can access and render your mobile content and check your structured data among other things.
  • With the page experience update, you need to improve your Core Web Vitals by reducing javascript commands, compressing images, implementing lazy loading, and more.
  • With Google’s BERT update, targeting a keyword according to the intent of the person searching for it is essential.

And what piece of content about SEO would be complete without the overarching reminder: to produce quality content regularly that conveys EAT.

B2B marketing strategies using PPC

PPC comes in many different forms: search ads, social media ads, display ads, app store ads, podcast ads, and more. All of these can be lucrative B2B marketing strategies. For this post, I’m going to highlight three specific strategies you can apply to improve your B2B PPC efforts.

9. Use emotion in your ads

I can’t tell you how many articles there are out there that say B2C marketing is focused on emotion and B2C is focused on logic. (We’ve even been guilty of it.)

b2b marketing strategies now use emotion

I never thought I’d use that stale meme pic, but the cosmos aligned.

But science says that all decisions—even B2B buying decisions—have an emotional basis. Even though businesses spend more time carefully considering options and even have decision-making committees, these committees are still made up of individuals. 

B2B businesses can (and absolutely should) inject emotion into their marketing campaigns. I promise I won’t talk about the Dove Beauty Sketches or the Subaru Emotional Outback campaign. From a B2B perspective you can be much more subtle, like in the example below:

emotional ppc ad as a b2b marketing strategy

This word choice triggers a bit of anger and indignance. (Image source)

For more help with incorporating emotion into your ad and copywriting, check out our 273 words for emotional marketing copy.

10. Combine broad match keywords with audience targeting in Google Ads 

This isn’t exactly a new strategy, but it’s more important given the farewell we said to our friend modified broad earlier this year.

Without this keyword match type (and without the helpful information that used to be available to us in the search terms report), you can’t exactly be sure that you’re targeting the exact right search query in your PPC campaigns. But you can be sure that you’re targeting the right person.

broad match with audience as a ppc b2b marketing strategy

By targeting broad match keywords with audience targeting you can capture a broad audience of the right people. And since B2B marketing largely targets the decision makers in the company, this is especially helpful.

11. Use LinkedIn Website Demographics for more targeted ads

Back in 2018 when Microsoft bought LinkedIn, they rolled out the ability to use LinkedIn profile targeting for Microsoft Ads. But one tool that doesn’t seem to get a lot of attention is the LinkedIn Website Demographics tool. With this feature, you can look at traffic coming to your site based on company, company size, job function, job characteristics, industry, geography, and more. Use this data to:

  • Segment audiences: See which departments and roles are clicking on your ads.
  • Further segment by website pixel: Instead of viewing data for all of your website visitors, you can refine by the conversion behaviors they take on your site.
  • Compare audiences: Compare the above pixel data for different job functions. For example, if business development professionals make up a large portion of your ad traffic but are not converting, you may want to make tweaks to your ad. If you’re getting decent traffic but no conversions, you may want to eliminate this audience segment altogether.
linkedin website demographics insights to inform ppc b2b marketing strategies

Insights from Linkedin Website Demographics can help you in your other B2B marketing efforts since you can have a better idea of who’s doing the research and who’s making the decisions within your target businesses.

B2B marketing strategies using your website

With PPC and SEO driving traffic to your website, it’s important to make sure your website provides the right experience for your buyers that aligns with expectations of 2021.

12. Employ dynamic content for personalized experiences

According to Demand Base’s latest B2B Buyer Behavior Survey, 70% of buyers ranked relevant content that speaks directly to their company as “very important.”

Now you can’t exactly cater your website to specific companies, but you can use dynamic content on your site to provide a more personalized experience.

For example, you can create different live chat options on certain pages based on which channel they came to your website from—like an email or an ad—or you can use Drift’s integration with Clearbit to get even more personal:

b2b marketing strategies example of live chat with clearbit data

Image source

You can create pop-ups for guides of varying topics based on the category of the blog post they’re reading. Or even adjust the headline for your homepage based on company size.

b2b marketing strategies using clearbit to customize homepage

Image source

Another option would be to create a popup that asks for information that will help you to guide the B2B buyer on a path tailored to their needs.

b2b marketing strategies using optinmonster to tailor website experience

Image source

Other criteria for dynamic content includes:

  • Stage in sales funnel or customer lifecycle.
  • Geolocation (such as to offer discounts on tickets to nearby conferences).
  • Referral source (SERP, social media, email).
  • Website behavior (new or returning visitor, time on site, pages visited).

13. Provide self-service options (with support)

McKinsey recently released a report on how COVID has changed B2B sales forever. One of the key insights is that B2B buyers have become more in favor of being able to evaluate and purchase products by themselves, which means two things:

Remote human interaction and digital self-service.

b2b marketing strategies using remote human engagement

According to McKinsey, only 20% of B2B buyers want to return to in-person sales experiences.

The former isn’t limited to having video conference meetings during the sales and fulfillment stages, and the latter isn’t limited to buy online. Buy online can also mean free version, free trial, and DIY demos. And remote human interaction can (and should) be provided at every stage of the customer’s lifecycle through live chat.

  • First off, 63% of millennials (which, as already mentioned, makes up the majority of B2B buyers today) now prefer live chat over any other channel.
  • Secondly, even though 70% of the buyer journey is already complete before the buyer comes into contact with sales (Leave me alone so I can research), B2B buyers still want support.
  • Over 60% of B2B buyers have stated they want more communication during the research stage, while making the purchase, and post-purchase (Leave me alone so i can research but be there for me when I have questions.

With live chat, you can cater campaigns based on the page your visitor is viewing, which typically indicates their stage in their journey. For example:

  • Homepage: Run a “what are you trying to do?” chat that helps guide them toward sales, support, or just browsing.
  • Blog pages: Offer to answer questions or offer a guide on the topic of that post.
  • Solutions page: Try something like “Need help identifying the right solution for you?” 
  • Support pages: Offering support for live chat is particularly important for retention.

For any of these campaigns, you can start off with a bot that collects information and then routes the chat to a live agent who can provide the human interaction.

b2b marketing strategies live chat offering self-service with support

Personalization, self-service, and support. Now THAT’S a 2021 B2B marketing strategy done right. (Image source)

B2B marketing strategies using social media

14. Use Facebook ads, Messenger, and reviews 

Is Facebook a lucrative B2B marketing platform? The answer is 74. 74% of people say they use Facebook for professional purposes, and business decision-makers spend 74% more time on Facebook as compared to other people. Plus, there’s this:

b2b marketing strategies b2b buyers use facebook to research vendors

Image source

Here are some tips on using Facebook for your B2B marketing strategy:

  • Run B2B Facebook ads using the Brand Awareness, Traffic, Lead generation, and Conversion objectives (product catalog sales and store visits are pretty useless, and unless you have a robust content and retargeting program in place, Reach campaigns aren’t 
  • Complete your business page. Like your Google My Business profile, your Facebook business page is a second homepage for your business on a highly trafficked site.
  • Use Facebook Messenger for customer support or even general inquiries (or Messenger ads).
  • Gather reviews. Millennials are less focused on analyst data and more focused on peer-to-peer reviews and recommendations. Facebook is a good place to provide this information on a platform they frequent.
b2b marketing strategies should level peer reviews

From the Content Marketing Institute’s latest B2B Content Marketing Report.

15. Use LinkedIn posts, Pulse, and profile targeting

Using LinkedIn as a social channel for B2B marketing is obvious, but let’s go over a few tactics:

  • Run LinkedIn ads and Microsoft ads using profile targeting and then further refine using LinkedIn Website demographics (which we covered above).
  • Use a combination of posts and Pulse articles. Pulse articles have the benefit of a permanent presence on your page and showing up on Google, and promoting them in posts gives them the added visibility they need.
  • Encourage your employees to share your content on their Linkedin profiles. According to Linkedin, the employee network is 10X larger than its company’s follower base. Even better, content shared by employees receives 8X more engagement than content shared by brand channels. 

16. Build community and relationships onTwitter

Surprisingly enough, Twitter and Facebook are tied as the second-most popular social media platform used by B2B content marketers. It’s a good place to have conversational interactions with prospects and customers, take note of trending topics in your clients’ industries, and interact with influencers.

b2b marketing strategies social media channels used for organic b2b marketing

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Here are some B2B Twitter marketing tips:

  • Start and participate in conversations. One of the main social media use cases for millennial B2B buyers is that of following discussions based on their topic of interest. Instead of hoping to be mentioned in popular conversations, why not start a weekly chat yourself!? (Take inspiration from #ppcchat).
  • Use it for brand awareness and community building: The bad news is that the average lifespan of a tweet is 20 minutes. The good news is that unlike Facebook and Instagram, posting too much will not counteract your efforts. Post frequently on the platform to provide educational content, connect with your community, and even build backlinks.
  • Use lists. Create custom feeds for your business through lists. This way you can cut through the noise and stay more closely connected to followers that matter. You may want to build separate lists for clients, influencers, and industry news providers.

B2B marketing strategies using email

Email is the preferred form of communication for 73% of millennials. It’s also a top free organic distribution channel for 87% of B2B marketers. Needless to say, it’s a must-have B2B marketing strategy. Here are my three tips for B2B email:

17. Run nurture campaigns

Drip and nurture campaigns get used interchangeably, but they are not the same. Drip campaigns are a predetermined set of time-based emails you send out to a segment of your list, usually designed to drive a conversion. Nurture campaigns are behavior-based, meaning they go out to recipients according to how they’ve interacted with your site and previous emails. Nurture email campaigns are best for B2B marketing since they focus on educating the prospect as they interact with your brand and provide more personalized content to help build the relationship.

Here’s a great example of a nurture email I got from Moz after creating an account to use their Chrome extension.

b2b marketing strategies example of a nurture email

The next email I get from Moz will depend on whether I click on this guide.

For more help with your emails, check out these 34 free email examples and templates I created to make your life easier.

18. Increase click-through rates with video emails

We all know that video marketing has been the rookie of the year for like, five years now. And email marketing has been the MVP for forever. So why not combine them? In fact, this winning combo can increase click-through rates by up to 300%.

You can use video as a teaser for the content you want readers to click on, for product or feature releases, to reveal your company culture, or as a part of a tutorial series for nurturing leads. Here’s an example by Wistia:

b2b marketing strategies an email wiith video

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19. Make sure your emails have plain text alternatives

Even when sending HTML emails, you should always have a plain text version. Not only does this help your emails get through spam, security, and privacy filters, but also, plain text emails are more compatible with smart watches and voice-assisted devices. This Litmus guide walks you through creating an optimized plain text email.

b2b marketing strategies example of plain text email

Believe it or not, some readers actually prefer plain text emails. (Image source)

Try out these B2B marketing strategies to reach your sales goals

As millennials come to dominate the B2B buyer space and businesses are pushing for a more personal approach to marketing, B2C and B2B marketing strategies are becoming less and less distinct. Traditional B2B marketing methods remain evergreen for the most part, but there is a greater emphasis on buyer enablement, education, and empowerment. And with the pandemic, the push for social change, and the major platform changes we’ve seen over the past year, we’re reminded of the importance of staying on top of trends and changing best practices.

There are plenty more B2B marketing strategies that I didn’t cover in this guide—referral programs, interactive content, increasing your overall online presence, influencer collaborations, and account-based marketing to name a few. But hopefully I’ve given you enough material to either try something new or brush up on one of your traditional strategies. 

Here are the 19 B2B marketing strategies covered in this guide:

  1. Target millennials.
  2. Take a B2C approach.
  3. Cater to a longer buying cycle.
  4. Focus on first-party data.
  5. Supplement automation with AI.
  6. Have an SEO keyword funnel.
  7. Create career development content.
  8. Stay on top of technical site fixes.
  9. Use emotion in your ads.
  10. Combine broad match keywords with audience targeting.
  11. Use LinkedIn Website Demographics for better targeting.
  12. Employ dynamic content for personalized experiences.
  13. Provide self-service (with support).
  14. Use Facebook ads, Messenger, and reviews.
  15. Use LinkedIn posts, pulse, and profile targeting.
  16. Build community and relationships on Twitter.
  17. Run email nurture campaigns.
  18. Send video emails to increase CTR.
  19. Send emails with plain text alternatives.

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This post is exclusively published on seobytech.com

The 25 Best Ways to Increase Your Online Presence in 2021 (+Free Tools)

This post is exclusively published on seobytech.com

Guys, we spend eight hours a day doing digital activities. That’s more than half the day. More than most of us sleep. And we have different identities online—we’re hobbyists (gaming), alter egos (Reddit), social butterflies (Facebook), professionals (LinkedIn), and consumers (what we’re focusing on in this post).

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So whether you’re a service-based, brick-and-mortar, or online business, a strong online presence is everything today. And this does not pertain to just ecommerce. While ecommerce growth has been accelerated by the pandemic, so, too has support for local businesses. And the fact remains that 97% of consumers go online to find and research local businesses.

But as the internet evolves, so, too, does the definition of a strong online presence. In this definitive, data-backed guide, you’ll learn everything you need to know, including:

  • What defines an online presence and why it’s important.
  • 25 proven ways to increase your online presence in 2021.
  • 7 free tools to help you monitor and maintain that presence.

By the end, you’ll be ready to fill every nook and cranny on the internet.

How do you define online presence?

Online presence is, and isn’t, exactly what you may think. You can very well exist online, but that doesn’t equate to having a presence. Your presence is a deeper layer that paints the full picture of your business, according to:

  • You: The actions you take and the content you produce.
  • The internet: Where you stand with regard to search engine and social media algorithms.
  • The public: How people perceive your business online, what they say about you, how they engage with you.

So while an online existence may get you on the map, an online presence is tied to your visibility, credibility, and reputation.

Without a strong online presence, you really don’t have one at all. It’s all or nothing in the noisy world of cyberspace.

But before we get into the tactics and strategies, let’s back up that bold statement.

Why you need a strong online presence

The more ways you can place your business in front of your target audience with quality experiences, the more opportunities you have to build brand awareness and improve your reputation. But there are other ways a strong online presence benefits your business.

  • Get discovered: A strong online presence makes it easy for ideal customers who don’t yet know you exist to discover you, both when they are and are not searching for what you have to offer.
  • Be seen as a legitimate business: Consumers rely on multiple sources of information before making a purchase. If you don’t provide information about your business across all of these sources, you’ll be dismissed—by consumers and search engines alike.
  • Market your business 24/7: If you have a strong online presence set up, people can discover, learn about, engage with, and reach out to you whenever is best for them, no matter where they are in the buyer journey or what device they are using. 
  • Save money: Digital marketing platforms all come with data to tell you what’s working and what’s not, so you can allocate your budget accordingly. 
  • Get more conversions: It takes an average of seven encounters with a business before a lead becomes a customer. Being prominent on multiple channels creates opportunities for those engagements to happen more quickly.
  • Earn Google’s trust: Google takes more than just your website into account when ranking. It actually looks at your assets across the web and how consistent they are.
  • Perfect your buyer journey: 63% of shopping journeys start online. With a strong online presence, you can be available to consumers at different points in their journey toward customership, which includes multiple devices. 
an online presence supports the cross-device path to purchase

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Finally, flock mentality. Each of your online assets and identities gives power to one another. Each channel performs better in concert with the others than it would on its own.

How to increase your online presence with your website

No matter how someone finds out about your business—whether through social media, an ad, a listing, direct mail, a friend, or even seeing it in their travels—their first inclination is to go to your website. Going into the business or calling is far less appealing than browsing your site on their own terms and gathering the information they want, quickly. Which is why 30% of consumers won’t consider a business without a website. 

30% of consumers won’t consider a business without a website.

And that’s a stat from 2017, so the percentage has most likely grown and been further accelerated by the pandemic.

So with that being said, here’s how to use your website for an optimal online presence.

1. Get a modern, attractive site

Consumers have high expectations these days—to the point where if you don’t have a good website, you’re almost better off not having one at all. In fact, 75% of consumers have admitted to judging a company’s credibility based on their website design.

modern website needed to increase online presence

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And truth be told, I would highly suggest hiring an expert to set up your site. DIY builders are awesome in theory, but in my own experience, people end up spending hours on them and experiencing endless glitches—oftentimes to the point of eventually spending more to hire someone. Having a lead-generating website that looks and functions exactly the way you want it to without losing hours of your time or hairs on your head is, to me, worth every penny

2. Perform SEO with the latest updates in mind

Did you know that only 49% of small businesses invest in SEO? Or that only 18% of small businesses do not plan to ever pursue targeted SEO efforts like link building, content creation, or keyword research?

minion shocked at seo stat for online presence

SEO is a free way to get on the first page of Google—the hallmark of online presence.

It takes time, but when done right, it is the gift that just keeps on giving. 

Here’s how to use SEO to increase your online presence:

  • Follow the tried-and-true best practices like creating quality, keyword-targeted content, optimizing images, and building links.
  • Improve your Core Web Vitals to align with the page experience update.
  • Stay on top of mobile errors. All sites on the web are now indexed by mobile-first indexing.
  • Use schema markup so that rich snippets can appear below your site title in the SERP, like ratings or even your main navigation pages. 
  • Prioritize local SEO. The pandemic has strengthened consumer support for local businesses, which will continue post-COVID
local business at top of search results increases online presence with local seo

3. Target more keywords with a business blog

The core pages of your website (homepage, about, pricing, products/services, contact) are relatively limited in terms of optimizing for keywords other than your service and location. You don’t have much text to work with and the goal is to distill the information down to the essentials visitors are looking for.

With a business blog, each post you publish can dive deep into a relevant keyword and be individually optimized to rank for that keyword, allowing you the opportunity to appear in search results for tons of searches your target customers are performing at various stages in their journey. More first-page appearances doesn’t just mean stronger web presence; it also equates to more traffic to your conversion-optimized site and greater credibility. In fact, businesses that blog get 55% more website visitors than businesses that don’t.

blog showing up in featured snippet to increase online presence

Plus, this is where you can demonstrate your expertise and let your brand personality shine through—both of which play into the reputation component of your online presence.

When blogging for online presence, make sure to:

  • Target one keyword (or keyword theme) per post and include it in your title, headings, image file names, alt text, and meta description.
  • Target question keywords with H2s to increase your chances of showing up in “People also ask.” 
  • Use numbered and bulleted lists where appropriate to be Featured Snippet-friendly.
  • Promote your posts using social media and email.

How to increase online presence with social media

Using social media to increase your online presence is a no-brainer, as its vast user bases and sharing capabilities make it an amplification tool. Plus, according to Sprout Social, after following a brand on social media, 91% of consumers will visit its website, 89% will buy from the brand, and 85% will recommend the brand to a family or friend. 

Here’s how to improve your social media presence.

4. Limit the number of platforms to only what you can handle

Online presence is about quality, not quantity. Choose the platforms that your audience is using, and limit the number you choose based on your bandwidth. Having just one or two accounts with solid engagement is better than having several accounts with weak activity.

Platforms to consider include:

social media platforms compared for online presence

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5. Think audience, not followers

Your online presence doesn’t improve with more followers. Rather, your following improves with a stronger presence. So work on cultivating a quality, niche audience of individuals who are interested in and can benefit from what you have to offer. This will translate into more likes and comments with your posts and more user-generated content. And if you didn’t already know, marketing campaigns with user-generated content result in 29% higher conversions than campaigns or without it.

It’s better to have fewer followers with a vibrant page than to have lots of followers and not much value to offer.

6. Post with emotion for shareability

Quality posts that get engagement are important if you want social algorithms to display your posts in users’ feeds. But quality isn’t really enough. You want your followers to feel something when they consume your content—so much so, that they feel compelled to share it with others. Use emotional words and phrases in your captions. Add emojis. Use compelling stats and evocative images.

emotional social media posts increase shareability and online presence

And speaking of shareability, pay attention to small nuances in your captions to see if you can find any patterns. We recently found that leading off with a key stat in the caption resulted in more shares. Another approach is to create link-free posts that followers can consume quickly. They don’t always want to read a long post or go to a link, and they’re more likely to share something that isn’t a big ask for their followers either.

7. Perform social media SEO

Facebook receives over 2 billion searches per day. And in 2020, Instagram announced that it now supports general keyword searches (as opposed to just accounts, hashtags, and people). So just like with your website, you should include popular keywords in your profiles and posts. You can use many of the same keywords as you do with your site, but perhaps with a bias toward idea-oriented and lighter-hearted queries. Social media platforms are more of the browsing and inspirational types. But it all depends on your business. The first result for the query “how to clean a sink” on Facebook is a video with almost a million views. 

social media optimization on facebook to increase online presence

You should also still be using hashtags in your posts to improve your social media presence, but treat them as you would keywords. Use broad hashtags sparingly and focus more on location-based and niche terms so that you can increase your visibility to the right audience. 

8. Be active (duh)

You’ve heard this a million times, and now, for the million-and-oneth time: If you’re going to make social media a part of your online presence, you need to have an active account. So that means publishing quality posts regularly, responding to likes and comments on those posts, liking and commenting on your followers’ posts, answering direct messages, sharing content from other sources, and more. And it means doing this consistently. This is the difference between a profile and a presence.

If being able to have this type of engagement means only having one profile, then so be it. Better to have one vibrant profile than to have three that are subpar. And precisely why it’s important to only take on the number of profiles you can manage.

Plus, if you want to find and connect with influencers, you need to be active in your niche so you can identify who is realistic to reach out to and gradually build your relationship with them.

How to improve your online presence with listings

With thousands of online directories out there, creating listings for your business can help you show up in more places online. In addition, links to your site from popular directories serve as citations for your business, which Google takes into consideration when ranking your site. Finally, curated “Top 10” lists from popular directories can dominate the SERP, so if you’re ranking in their top 10, you can achieve that much more exposure.

But reaping these benefits takes more than just throwing your NAP out there and then kicking back. Let’s cover the steps for using online listings to properly boost your online presence.

9. Start with the heavy hitters

Many of the smaller directories out there aggregate information from the biggest ones. So take the time to perfect your listings on the following sites:

Google My Business (If you only do one of the suggestions in this post, let it be this one!)

Your Google My Business Profile is arguably the new homepage for your business. It provides all of the essential details of your business, directly in the SERP for Search and Maps.

increase online presence with google my business

Yelp

Yelp gets 178 million visits every month. Plus, Yelp customer reviews appear on Apple Maps and play into the Yelp curated lists that you see in search engine results. Finally, Siri and Alexa use Yelp information to provide answers, especially for local searches.

increase online presence with yelp curated lists

Facebook

Change the category on your business page to “Local business or place” so you can then add your location and collect reviews. Also, get listed on Facebook Places by attempting to check in at your location and then adding your business there.

increase online presence with facebook places

The fact that an HVAC business can show up on a Facebook search speaks to its validity as a directory.

Bing

We know that Google is the leading search engine, by far. But that doesn’t mean Bing is to be ignored. Here are some stats that prove it’s worth being present on:

  • Bing accounts for around 30% of all searches in the US.
  • Bing is on more than 1.5 billion devices.
  • Over 70% of those who use Bing are older than 35.

Small businesses, in particular, can benefit from a presence on Bing because there is less competition and the older audience may be ideal.

Foursquare

Foursquare has fizzled out as a social platform, but its Places technology powers location data for Apple, Uber, Twitter, Microsoft, Samsung, and 120,000 other developers. When your business is listed on Foursquare, it’s automatically included in thousands of local apps and services.

For a more complete list of listing sites, check out LOCALiQ’s 10 Best Free Business Listing Sites.

10. Populate every field, meticulously

Like social media feeds and search engine results pages, listing results are determined by an algorithm. This means that the quality of your listing matters. Make sure that for each listing, you populate every section available, such as:

  • Contact information
  • Website
  • Category
  • Hours
  • Description
  • Photos
  • Menus/offerings
  • Booking/reservation options
complete google business listing improves online presence

As much as possible, make sure the information you provide is identical across listing sites. We’re talking St vs street, [Business name] vs [Business name], LLC, and other tiny details. This is because Google looks at consistency of information about you across the web when determining your credibility and ranking; and also because auto-populated listings risk inaccuracies, so you can keep deviations to a minimum with identical listings to begin with.

11. Have a proactive review strategy

Reviews have perhaps the most powerful influence over how high you show up in directory results. Not to mention the fact that they are one of the top ranking factors for Google local search. Simply providing review-worthy service will not do it. You need to have a proactive strategy in place to keep a steady stream of reviews coming in. Here are some ways to obtain and ask for reviews:

12. Maintain and monitor your listings

With the thousands of directories across the web that pull information from one another, your listings can develop inconsistencies or inaccuracies over time. And 80% of consumers lose trust in local businesses if they see incorrect or inconsistent information. You don’t have control over all of these profiles, but take the time to keep the ones you do have control over updated and consistent. Another option is to use a listing service provider who can stay on top of everything for you.

Monitoring your reviews on these directories is also crucial, for obvious reasons.

How to improve your online presence with advertising

Paid advertising is a fast way to show up prominently on search engines, social media feeds, and websites your ideal customers frequent. With SEO, you can really only target your audience with keywords, but with PPC, you can layer audiences onto your targeting based on a number of criteria. Here are some of many the different ad options you can use to increase your online presence.

13. Search ads

It’s worth investing in paid search ads because not only do they land you at the top of the SERP, but they also reach your target customers when they have the highest intent. And if you can get your site to rank in both organic and paid results for a keyword, the chances of getting a click on one or the other are higher. 

ranking for paid and organic results increases your online pressence

And although Google is the most popular search engine, there are still many advantages of advertising on Bing

14. Social ads

Social media ads can be used to improve your online presence because ads have higher reach and engagement rates than organic posts. And while social media users have less intent than on search engines, social ads come with stronger targeting capabilities and more creative freedom. Plus, you can leverage the power of video ads.

Here are tips for advertising on:

15. Display ads

Display ads put your business in front of custom audiences based on their interests, behaviors, types of websites and apps they frequent, and even places they’ve visited. Though display ads have lower engagement rates than search ads, they will earn you lots of impressions and like social media ads, you have more options for branding, color, and creative.

display ad used to improve online presence

16. Retargeting ads

Retargeting ads appear in front of users who have previously expressed interest in your business, such as by interacting with a previous ad or visiting your website. This is a great way to maintain a presence with prospects as they engage elsewhere on the web.

17. Google Local Service Ads

Google Local Service Ads also show up at the top of the SERP in card form. If you go through the application process, you can appear with a green “Google Guaranteed” badge under your name, which makes for a stronger presence in this section of results.

google local services ads for online presence

This is, by no means, an exhaustive list. There’s podcast advertising, Google Shopping Ads, Reddit ads, and more.

More ways to increase your online presence

Your online presence isn’t just limited to your website, social media profiles, online listings, and ads. Here are eight more ways to increase your visibility online.

18. Have a presence in the inbox with email marketing

The advantage that email marketing has over other channels is that your recipients have opted in to receive your emails. Yes, your social media followers have opted to follow you, but feeds are infinitely more crowded and competitive than email inboxes. Plus, while 79% of Facebook users check Facebook once a day, 99% of email users check their email every day, some as much as 20 times a day. Lots of opportunity to get exposure.

 99% of email users check their email every day, some as much as 20 times a day

The email marketing best practices are pretty evergreen, but if there’s three to focus on with regard to your online presence, it would be these:

  • Write irresistible subject lines: A good subject line will give you a stronger presence in your subscribers’ inboxes and a better open rate.
  • Build your list: Ceate content or an offer that people need to sign up to receive, such as a free guide, industry report, or percent off first purchase.
  • Segment your list: The first and most powerful 120 characters readers see in their inbox is the subject line and preheader text. Segmenting your audience makes it possible to choose hyper-targeted words, and by collecting data separately on audience segments, you can further refine your messaging.
email segmentation increases online presence

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19. Use guest posting to reach more potential customers

Do you know of any complementary businesses or local media outlets that have a strong online presence? See if they’ll accept a guest post from you. Not only can you get your business in front of their audience, but a link to your site from theirs can help to improve your SEO.

You can also accept guest posts on your own blog. Writers are always eager to share their publications with their audiences. 

20. Leverage the power of video for more shares and memorability

There are tons of video marketing stats that highlight the importance of this medium for growing your business, but in terms of online presence, you should know these three: 

  • Social video generates 1200% more shares than text and image content combined.
  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
  • YouTube is, by far (with the exception of Facebook) the most popular online platform in the U.S.
facebook and youtube video increase online presence

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Here are some ways to use video to improve your online presence:

21. Encourage your employees to share your content with their networks

According to Linkedin, employees have a network that is 10X larger than its company’s follower base. And Social Media Today tells us that content shared by employees receives 8X more engagement than content shared by brand channels. 

Take advantage of this! Share your blog posts with your company employees and encourage them to share it on their networks. The added bonus is that your sales and support teams can stay on top of content that can be of use to them.

And don’t forget that your online presence is also made up of what others say about you online. Get listed on Glassdoor, treat your employees well, and let them play a part in building your reputation.

22. Build relationships with lots of different people

Building your online presence is a lot of work. But who says you have to do it alone? Those with whom you have a strong relationship can help you in a number of ways.

  • Loyal customers will write great reviews about you and share your content on social media.
  • Writers can help you to create quality, shareable content.
  • Reporters can give you exposure on local media outlets.
  • Influencers can expand your reach to a relevant audience.
  • Fellow business owners can offer tips and recommend resources they’ve used with success.
  • Vendors can spread positive word of mouth about your business.
  • Neighboring businesses can promote you on their networks.

Plus, these immediate connections can introduce you to their connections. Maybe you connect with a developer that can help you with your website, or a young videographer offering inexpensive work to gain experience. But as always, networking and building relationships should not be self-seeking. The goal is to cultivate mutually beneficial relationships from which organic opportunities can arise. 

23. Make your content accessible to all

Make your website pages and emails accessible to people with disabilities. Not only does one in four adults have a disability in the US, but also, the assistive technology industry is growing. With those with disabilities having more access to online content, you have the opportunity to expand your online presence to the 61 million adults in the US who have one—not to mention demonstrating values that matter to consumers today.

optimizing for accessibility can improve online presence

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24. Necessitate diversity

With the antiracisim and inclusivity movement that began in 2020, incorporating diversity into your workplace and marketing material is more important than ever. Plus, people are attracted to material—whether visual or written—that represents them. This is partly due to the familiarity principle (more on marketing psychology here), but also because it conveys to them the message that they are heard and seen. By representing the diverse range of people within your audience in your online assets, you can get noticed by more people while also demonstrating social responsibility.

25. Use mobile-specific marketing strategies

As mentioned earlier, Google is now using mobile-first indexing for all sites on the web, so having a responsive site and enhancing performance with tactics like lazy loading is essential. Plus, with more than half (60%) of internet searches being performed on mobile devices, you really do need to prioritize your mobile online presence. This means making sure your website pages and emails render properly on tablets and phones, but also leveraging mobile-specific strategies, such as:

  • SMS marketing: Announce sales and promotions, send event invites and updates, ask for feedback, and more.
  • Podcast advertising: The majority of podcasts are consumed on mobile devices, and you can target niche audiences.
  • Optimize for voice search: Target long-tail keywords, use schema metadata, and optimize for “near me” searches.
  • Geofencing: Send messages to consumers while they’re near your location.
  • Mobile search ads: Create device-specific copy, use call-only ads and other mobile-friendly extensions.

And for local businesses in particular, local SEO is crucial for mobile marketing. According to Google, 76% of consumers who search for a local business on their smartphone end up visiting the business within a day, and 28% of them make a purchase.

Free tools for online presence management 

With so many online channels, building and maintaining your online presence is a big undertaking, but with big returns. Here are some free tools that can help you with your efforts.

1. LOCALiQ’s Digital Marketing Healthcheck

With LOCALiQ’s free presence checker, enter your business name and address and get a report showing you which of your business listings are complete, which ones are missing information, and which ones are missing entirely.  

online presence checker by localiq

Here’s how missing or incomplete listings show up:

localiq online presence checker missing listings

2. Google search

Google yourself. See what shows up on the SERP. Hopefully your website is the first result and your Google My Business profile appears on the right. It’s likely that the rest of the results will be directory sites that have you in their database. Take a gander through them to make sure each listing is complete and accurate, and that reviews are accounted for. 

3. Google’s Page Speed Insights

When you plug your website into the Page Speed Insights tool, you’ll get a score for both mobile and desktop as well as recommendations to improve page speed.

4. Google’s Mobile-Friendly Test

Simply Google “mobile friendly test” and enter your website into the search result.

google's mobile friendly test to check online presence

Hopefully you won’t get the dreaded red text…

google's mobile friendly test is an online presence management tool

5. Google Alerts

Set up Google Alerts so you can be notified when new results for a topic show up in Google Search—i.e. your business.

6. WordStream’s Google My Business Grader

BrightLocal’s research has found that businesses with more than 100 images in their Google My Business listing get 520% more calls, 2,717% more direction requests, and 1,065% more website clicks than the average business. This is just one of the many small tweaks you can make to your profile to get big results. WordStream’s free Google My Business Grader identifies what’s missing in your profile and exactly what you need to do to improve it.

7. WordStream’s Google and Facebook Ads Graders

Our free Google Ads Grader and Facebook Ads Grader tools perform a thorough audit of your accounts and provide a detailed report on optimizations you can make to increase the visibility of your ads, prevent wasted spend, and get more conversions. 

Use these strategies and tools to increase your online presence (and ultimately, your revenue)

You can only exist in one place in the physical world, but with the internet, you can be in multiple places at once, places your current and potential customers are spending most of their time. Having a strong online presence allows your business to get discovered by new customers, and the more touchpoints you have with your audience, the more you can build your reputation, increase brand awareness, make data-driven optimizations, and ultimately increase revenue.

There were many strategies mentioned in this post for improving your online presence, so let’s recap:

  1. Get a modern website to meet consumer expectations.
  2. SEOptimze your site to show up in local searches.
  3. Build your business blog to rank for more keywords.
  4. Limit your social media accounts to what you can handle.
  5. Strive to build an audience, not attain followers.
  6. Inject emotion into your social media posts for shareability.
  7. Perform social media optimization with keyword targeting.
  8. Be consistently active and engage with followers and influencers.
  9. Create listings on Google, Bing, Yelp, Facebook, Foursquare (yes, Foursquare), and more. 
  10. Fill out every listing completely and consistently to show up higher in results.
  11. Have a proactive review strategy so you can have a positive presence online.
  12. Monitor and maintain your listings to prevent unhappy customers.
  13. Use search ads to get to the top of Google.
  14. Run social media ads to have a presence in users’ feeds.
  15. Use display ads to show up on websites your audience frequents.
  16. Use retargeting ads to travel along with your interested prospects throughout the web.
  17. Run Local Service Ads to get your service-based business at the top of results. 
  18. Use email marketing to stand out in your subscribers’ inboxes.
  19. Write guest posts for other sites or recruit writers for your own. 
  20. Leverage the power of video to get more shares and show up on the SERP.
  21. Encourage your employees to share your content across their networks.
  22. Build your network and create mutually beneficial relationships with customers, vendors, business owners, and more.
  23. Optimize for accessibility to make your content available to more consumers.
  24. Incorporate diversity into your marketing strategies.
  25. Make use of mobile-specific marketing strategies.

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