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29 Companies With Really Catchy Slogans & Brand Taglines

Keep it simple, stupid.

We don’t mean to offend you — this is just an example of a great slogan that also bears the truth of the power of succinctness in advertising. It’s incredibly difficult to be succinct, and it’s especially difficult to express a complex emotional concept in just a couple of words — which is exactly what slogans and taglines do.

That’s why we have a lot of respect for the brands that have done it right. These are the companies that have figured out how to convey their value propositions to their buyer personas in just one, short sentence — and a quippy one, at that.

So if you’re looking to get a little slogan inspiration of your own, take a look at some of our favorite company slogans and taglines from both past and present. But before we get into specific examples, let’s quickly go over what a slogan is, how it differs from a tagline, and what makes these branded one-liners stand out.

What Is a Slogan?

In business, a slogan is “a catchphrase or small group of words that are combined in a special way to identify a product or company,” according to’s small business encyclopedia.

In many ways, they’re like mini-mission statements.

Companies have slogans for the same reason they have logos: advertising. While logos are visual representations of a brand, slogans are audible representations of a brand. Both formats grab consumers’ attention more readily than a company’s name or product might. Plus, they’re simpler to understand and remember.

The goal? To leave a key brand message in consumers’ minds so that, if they remember nothing else from an advertisement, they’ll remember the slogan.

What Makes a Great Slogan?

According to HowStuffWorks, a great slogan has most, or all, of the following characteristics:

1. It’s memorable.

Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief but strong few words can go a long way in advertisements, videos, posters, business cards, swag, and other places.

2. It includes a key benefit.

Ever heard the marketing advice, “Sell the sizzle, not the steak”? It means sell the benefits, not the features — which applies perfectly to slogans. A great slogan makes a company or product’s benefits clear to the audience.

3. It differentiates the brand.

Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors? (Check out our essential branding guide here.)

4. It imparts positive feelings about the brand.

The best taglines use words that are upbeat. For example, Reese’s Peanut Butter Cups’ slogan, “Two great tastes that taste great together,” gives the audience good feelings about Reese’s, whereas a slogan like Lea & Perrins’, “Steak sauce only a cow could hate,” uses negative words. We could argue that the former leaves a better impression on the audience.

Slogan vs. Tagline

Although both “slogan” and “tagline” tend to be used interchangeably, they actually serve two different purposes.

As we mentioned in’s definition above, a slogan identifies a product or company. So does a tagline, for that matter. Where these terms differ is in how they position a company in its industry.

A slogan encompasses a company’s mission, what it stands for, and even how it’s helping customers in the individual campaigns the company might run. Slogans can therefore be longer than taglines, as you’ll see in the list below.
A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: “When I see [tagline], I think [company].”

Featured Resource: 60 Slogan Writing Tips & Examples

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Taglines are more often next to the company’s logo on official advertisements and are dedicated more specifically to brand awareness than slogans. Slogans carry a brand’s values and promises as the company grows and evolves, and can be promoted under an overarching company tagline.

Your organization doesn’t have to develop both a slogan and a tagline — it might succeed with just a solid, recognizable tagline. But as you develop new products and identify new types of customers, you might find your brand launching a campaign that is primed for its own slogan.

Now that we’ve covered what a slogan is and what makes one great, here are examples of some of the best brand slogans of all time.

When you want a brand slogan you want to make sure they are memorable and that they bring your brand to life. The right slogan will have key words that encapsulate what your brand is so that consumers will always have it in the back of their heads. Below we have listed some business slogans that range from fast food, cars, essential items, pet essentials, etc. to show that a good slogan encapsulates being concise, catchy, and classic.

1. VRBO: Where Families Travel Better Together

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Vacation rental company VRBO has successfully carved out a family-friendly niche within the hospitality sector. Their slogan and corresponding tagline ‘Travel Better Together’ work to drive their mission: to find every family a space to relax, reconnect and enjoy their time together.

VRBO’s tagline is not only catchy, but its focus on families sets them apart from the competition in the vacation rental space.

2. Dollar Shave Club: “Shave Time. Shave Money.”

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The folks at Dollar Shave Club have made their way onto quite a few of our lists here on the blog, and it’s safe to say that when it comes to marketing and advertising, this brand’s team knows what it’s doing. And its slogan — “Shave Time. Shave Money.” — is an excellent reflection of their expertise.

This little quip cleverly incorporates two of the service’s benefits: cost and convenience. It’s punny, to the point, and it perfectly represents the overall tone of the brand.

3. MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”

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MasterCard’s two-sentence slogan was created in 1997 as a part of an award-winning advertising campaign that ran in 98 countries and 46 languages. The very first iteration of the campaign was a TV commercial that aired in 1997: “A dad takes his son to a baseball game and pays for a hot dog and a drink, but the conversation between the two is priceless,” wrote Avi Dan for Forbes.

“In a sense, ‘Priceless’ became a viral, social campaign years before there was a social media,” Dan explained. Today, “Priceless” is widely considered MasterCard’s tagline — borne out of the longer mission-focused slogan stated above.

One key to this campaign’s success? Each commercial elicits an emotional response from the audience. That first TV commercial might remind you of sports games you went to with your dad, for example. Each advertisement attempted to trigger a different memory or feeling. “You have to create a cultural phenomenon and then constantly nurture it to keep it fresh,” MasterCard CMO Raja Rajamannar told Dan. And nostalgia marketing like that can be a powerful tool.

4. M&M: “Melts in Your Mouth, Not in Your Hands”

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Here’s one brand that didn’t need much time before realizing its core value proposition. At the end of the day, chocolate is chocolate. How can one piece of chocolate truly stand out from another? By bringing in the convenience factor, of course.

This particular example highlights the importance of finding something that makes your brand different from the others — in this case, the hard shell that keeps chocolate from melting all over you.

5. De Beers: “A Diamond is Forever”

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Diamonds aren’t worth much inherently. In fact, a diamond is worth at least 50% less than you paid for it the moment you left the jewelry store. So how did they become the symbol of wealth, power, and romance they are in America today? It was all because of a brilliant, multifaceted marketing strategy designed and executed by ad agency N.W. Ayer in the early 1900s for their client, De Beers.

The four, iconic words “A Diamond is Forever” have appeared in every single De Beers advertisement since 1948, and AdAge named it the best slogan of the century in 1999. It perfectly captures the sentiment De Beers was going for: that a diamond, like your relationship, is eternal. It also helped discourage people from ever reselling their diamonds. (Mass reselling would disrupt the market and reveal the alarmingly low intrinsic value of the stones themselves.) Brilliant.

6. Meow Mix: “Tastes So Good, Cats Ask for It by Name”

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Meow meow meow meow … who remembers this catchy tune sung by cats, for cats, in Meow Mix’s television commercials? The brand released a simple but telling slogan: “Tastes So Good, Cats Ask For It By Name.”

This slogan plays off the fact that every time a cat meows, s/he is actually asking for Meow Mix. It was not only clever, but it also successfully planted Meow Mix as a standout brand in a cluttered market.

7. The U.S. Marine Corps: “Semper Fi”

Semper Fi, short for “Semper Fidelis,” is Latin for “always faithful” or “always loyal.” The saying has long been the official motto of the U.S. Marine Corps and is used to represent them in public appearances and the Marines’ official seal.

What makes “Semper Fi” a great slogan for the Marines? It reveals the Marines’ defining characteristics in the armed forces — faithfulness and loyalty. It’s also a memorable proverb that explains why this organization can be counted on by the public.

8. Allstate: “You’re in Good Hands With Allstate”

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If there’s one thing people want from an insurance company, it’s reliability. Who wouldn’t be put at ease after hearing “You’re in good hands wiht Allstate?” It’s worked so well the slogan has been in service for nearly six decades.

Davis Ellis came up with slogan in 1950 after his daughter had a health scare. Remembering how being told “JoAnn (his daughter) is in good hands with Dr. Keyser” relieved his anxiety, Ellis was inspired to use the phrase in an ad campaign. Variations of this phrase have been used in the company slogan ever since.

9. Ronseal: “It Does Exactly What It Says on the Tin.”

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Ronseal is a wood stain and dye manufacturer from the United Kingdom, and its 20-year-old slogan is perfect for the humble message the company is known for.

Ronseal’s slogan doesn’t go above and beyond. It doesn’t make lofty promises to its customers. It simply endorses a functional product. So why is this slogan so catchy? Because its lack of volume actually speaks volumes to its audience. Too many companies try to break through the noise of their competitors by being so loud and ambitious, they forget what they stood for in the first place. Ronseal saw true value in basic reliability and founded a slogan that allowed the company to stay right where its customers like it.

10. The Mosaic Company: “We Help the World Grow the Food It Needs”

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The Mosaic Company’s slogan also happens to be its mission statement, which guarantees that this fertilizer maker’s brand strategy aligns with the company’s main interests.

Something all slogans should strive to do is look past the needs of the company, or even its users, and describe how the product or service helps the community. In this way, “We Help the World Grow the Food It Needs” is a heavy slogan that expresses not just what The Mosaic Company wants for its customers, but also what it wants for the public.

11. Pitney Bowes: “We Power Transactions That Drive Commerce”

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Pitney Bowes, the mailing and shipping software provider, has a slogan that follows a similar theme as The Mosaic Company in the section above: It’s focused not on the end user, but on the industry.

Pitney Bowes’ slogan shows us that its products don’t just help businesses track and deliver merchandise — it makes the entire ecommerce community more efficient. It’s a good strategy, considering the alternative. How lame would the company’s slogan be if it were “We Power Transactions That Serve Our Clients’ Bottom Line”?


When creating your brand tagline you want to have a tagline that explains the essence of the value you provide to your customer using one to two sentences. A tagline is a great way to understand what your business does for your customers. The right tagline will be concise yet brings out the essence of what the business is. Below we have listed some business taglines that encapsulate being concise while telling the value of the business.

12. Target: “Expect More. Pay Less.”

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Target has been using its tagline since 1994 and the brand has developed a dedicated following ever since. Its stores and branding makes people feel like it’s cut above the competition.

This tagline embodies the experience of shopping at Target. From home goods to toiletries to clothing — it all can be found at Target and for a great price without feeling like low budget store.

13. Verizon: “5G Built Right”

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Here’s another brand that took its time coming up with something that truly resonated with its audience. Verizon’s previous slogan “Can you hear me now” was created in 2002 under the umbrella of the tagline, “We never stop working for you.” Now with Verizon has switched things up with “5G Built Right” to mark themselves as the first to launch a 5G network .

While Verizon was founded in 1983, it continued to battle against various phone companies like AT&T and T-Mobile, still two of its strongest competitors. But what makes Verizon stand out? No matter where you are, you have service. You may not have the greatest texting options, or the best cell phone options, but you will always have service.

14. Nike: “Just Do It”

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Now, for the more well-known Nike message. “Just Do It” hovers over every product and event Nike creates or sponsors, and that’s exactly what makes it the company’s official tagline.

It didn’t take long for Nike’s message to resonate. The brand became more than just athletic apparel — it began to embody a state of mind. It encourages you to think that you don’t have to be an athlete to be in shape or tackle an obstacle. If you want to do it, just do it. That’s all it takes.

But it’s unlikely Kennedy + Weiden, the agency behind this tagline, knew from the start that Nike would brand itself in this way. In fact, Nike’s product used to cater almost exclusively to marathon runners, which are among the most hardcore athletes out there. The “Just Do It” campaign widened the funnel, and it’s proof positive that some brands need to take their time coming up with a tagline that reflects their message and resonates with their target audience

15. Apple: “Think Different.”

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This tagline was first released in the Apple commercial called “Here’s to the Crazy Ones, Think Different” — a tribute to all the time-honored visionaries who challenged the status quo and changed the world. The phrase itself is a bold nod to IBM’s campaign “Think IBM,” which was used at the time to advertise its ThinkPad.

Soon after, the tagline “Think Different” accompanied Apple advertisements all over the place, even though Apple hadn’t released any significant new products at the time. All of a sudden, people began to realize that Apple wasn’t just any old computer; it was so powerful and so simple to use that it made the average computer user feel innovative and tech-savvy.

According to Forbes, Apple’s stock price tripled within a year of the commercial’s release. Although the tagline has been since retired, many Apple users still feel a sense of entitlement for being among those who “think different.”

16. L’Oréal: “Because You’re Worth It”

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Who doesn’t want to feel like they’re worth it? The folks at L’Oréal worked with the theory that women wear makeup in order to make themselves appear “beautiful” so they feel desirable, wanted, and worth it. The tagline isn’t about the product — it’s about the image the product can get you. This message allowed L’Oréal to push its brand further than just utility so as to give the entire concept of makeup a much more powerful message.

17. California Milk Processor Board: “Got Milk?”

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While most people are familiar with the “Got Milk?” campaign, not everyone remembers that it was launched by the California Milk Processor Board (CMPB). What’s interesting about this campaign is that it was initially launched to combat the rapid increase in fast food and soft beverages: The CMPB wanted people to revert to milk as their drink of choice in order to sustain a healthier life. The campaign was meant to bring some life to a “boring” product, ad executives told TIME Magazine.

The simple words “Got Milk?” scribbled above celebrities, animals, and children with milk mustaches, which ran from 2003 until 2014 — making this campaign one of the longest-lasting ever. The CMPB wasn’t determined to make its brand known with this one — it was determined to infiltrate the idea of drinking milk across the nation. And these two simple words sure as heck did.

18. BMW: “Sheer Driving Pleasure”

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BMW sells cars all over the world, but in North America, it was known for a long time by its tagline, “The Ultimate Driving Machine.” This phrase was created in the 1970s by a relatively unknown ad agency named Ammirati & Puris and was, according to BMW’s blog, directed at Baby Boomers who were “out of college, making money and ready to spend their hard-earned dollars. What better way to reflect your success than on a premium automobile?”

The newer tagline, “Sheer Driving Pleasure,” is intended to reinforce the message that its cars’ biggest selling point is that they are performance vehicles that are thrilling to drive. That message is an emotional one and one that consumers can buy into to pay the high price point.

19. Tesco: “Every Little Helps”

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“Every little helps” is the kind of catchy tagline that can make sense in many different contexts — and it’s flexible enough to fit in with any one of Tesco’s messages. It can refer to value, quality, service, and even environmental responsibility — which the company practices by addressing the impacts of their operations and supply chain.

It’s also, as Naresh Ramchandani wrote for The Guardian, “perhaps the most ingeniously modest” slogan or tagline ever written. Tesco markets itself as a brand for the people, and a flexible, modest far-reaching slogan like this one reflects that beautifully.

20. Bounty: “The Quicker Picker Upper”

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Bounty paper towels, made by Procter & Gamble, has used its catchy tagline “The Quicker Picker Upper” for almost 50 years now. If it sounds like one of those sing-songy play on words you learned as a kid, that’s because it is one: The tagline uses what’s called consonance — a poetic device characterized by the repetition of the same consonant two or more times in short succession (think: “pitter patter”).

Over the years, Bounty has moved away from this tagline in full, replacing “Quicker” with other adjectives, depending on the brand’s current marketing campaign — like “The Quilted Picker Upper” and “The Clean Picker Upper.” Although the brand is branching out into other campaigns, they’ve kept the theme of their original, catchy tagline.

21. Lay’s: “Betcha Can’t Eat Just One.”

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Seriously, who here has ever had just one chip? While this tagline might stand true for other snack companies, Lay’s was clever to pick up on it straight away. The company tapped into our truly human incapability to ignore crispy, salty goodness when it’s staring us in the face. Carbs, what a tangled web you weave.

But seriously, notice how the emphasis isn’t on the taste of the product. There are plenty of other delicious chips out there. But what Lay’s was able to bring forth with its tagline is that totally human, uncontrollable nature of snacking until the cows come home.

22. Audi: “Vorsprung durch technik” (“Advancement Through Technology”)

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“Vorsprung durch technik” has been Audi’s main German tagline everywhere in the world since 1971 (except for the United States, where the slogan is “Truth in Engineering”). While the phrase has been translated in several ways, the online dictionary LEO translates “Vorsprung” as “advance” or “lead” as in “distance, amount by which someone is ahead in a competition.” Audi roughly translates it as: “Advancement through technology.”

The first-generation Audio 80 (B1 series) was launched a year after the tagline in 1972, and the new car was a brilliant reflection of that tagline with many impressive new technical features. It was throughout the 1970s that the Audi brand established itself as an innovative car manufacturer, such as with the five-cylinder engine (1976), turbocharging (1979), and the quattro four-wheel drive (1980). This is still reflective of the Audi brand today.

23. Dunkin’: “America Runs on Dunkin”

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In April 2006, Dunkin’ Donuts launched the most significant repositioning effort in the company’s history by unveiling a brand new, multi-million dollar advertising campaign under the tagline “America Runs on Dunkin.” The campaign revolves around Dunkin’ Donuts coffee keeping busy Americans fueled while they are on the go.

“The new campaign is a fun and often quirky celebration of life, showing Americans embracing their work, their play and everything in between — accompanied every step of the way by Dunkin’ Donuts,” read the official press release from the campaign’s official launch.

Ten years later, what the folks at Dunkin Donuts’ realized they were missing was their celebration of and honoring their actual customers. That’s why, in 2016, they launched the “Keep On” campaign, which they call their modern interpretation of the ten-year tagline.

“It’s the idea that we’re your partner in crime, or we’re like your wingman, your buddy in your daily struggle and we give you the positive energy through both food and beverage but also emotionally, we believe in you and we believe in the consumer,” said Chris D’Amico, SVP and Group Creative Director at Hill Holiday.

Fun fact: Dunkin’ Donuts rebranded itself — and named itself Dunkin’ in 2018 while releasing new packaging in 2019. One store in Pasadena, California is called, simply, Dunkin’.

24. McDonald’s: “I’m Lovin’ It”

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The “I’m Lovin’ It” campaign was launched way back in 2003 and still stands strong today. This is a great example of a tagline that resonates with the brand’s target audience. McDonald’s food might not be your healthiest choice, but being healthy isn’t the benefit McDonald’s is promising — it’s that you’ll love the taste and the convenience.

Fun fact: The jingle’s infamous hook — “ba da ba ba ba” — was originally sung by Justin Timberlake.

25. The New York Times: “All the News That’s Fit to Print”

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This one is my personal favorite. The tagline was created in the late 1890s as a movement of opposition against other news publications printing lurid journalism. The New York Times didn’t stand for sensationalism. Instead, it focused on important facts and stories that would educate its audience. It literally deemed its content all the real “news fit to print.”

This helped the paper become more than just a news outlet, but a company that paved the way for credible news. The company didn’t force a tagline upon people when it first was founded, but rather, it created one in a time where it was needed most.

26. General Electric: “Imagination at Work”

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You may remember General Electric’s former tagline, “We Bring Good Things to Life,” which was initiated in 1979. Although this tagline was well-known and well-received, the new tagline — “Imagination at Work” — shows how a company’s internal culture can revolutionize how they see their own brand.

“‘Imagination at Work’ began as an internal theme at GE,” recalled Tim McCleary, GE’s manager of corporate identity. When Jeff Immelt became CEO of GE in 2001, he announced that his goal was to reconnect with GE’s roots as a company defined by innovation.

This culture and theme resulted in a rebranding with the new tagline “Imagination at Work,” which embodies the idea that imagination inspires the human initiative to thrive at what we do.

27. State Farm: “Like a good neighbor, State Farm is there.”

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The insurance company State Farm has a number of taglines, including “Get to a better State” and “No one serves you better than State Farm.” Additionally, the company updated its tagline to “We’re here to help life go right.”

But State Farm’s most famous tagline is the jingle, “Like a good neighbor, State Farm is there,” which you’re likely familiar with if you live in the United States and watch television.

These words emphasize State Farm’s “community-first” value proposition — which sets it apart from the huge, bureaucratic feel of most insurance companies. And it quickly establishes a close relationship with the consumer.

Often, customers need insurance when they least expect it — and in those situations, State Farm is responding in friendly, neighborly language.

28. Maybelline: “Maybe she’s born with it. Maybe it’s Maybelline.”

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Can you sing this jingle in your head? Maybelline’s former tagline, created in the 1990s, is one of the most famous in the world. It makes you think of glossy magazine pages featuring strong, beautiful women with long lashes staring straight down the lens. It’s that confidence that Maybelline’s makeup brand is all about — specifically, the transformation into a confident woman through makeup.

Maybelline changed its tagline to “Make IT Happen” in February 2016, inspiring women to “express their beauty in their own way.” Despite this change, the former tagline remains powerful and ubiquitous, especially among the many generations that grew up with it.

29. The U.S. Marine Corps: “The Few. The Proud. The Marines.”

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While “Semper Fi” is one the U.S. Marine Corps’ most coveted slogans (or, more officially, mottos), it has had a handful of top-notch recruiting taglines over the decades as well. These include “First to fight” starting in World War I, to “We’re looking for a few good men” from the 1980s.

However, we’d argue that “The Few. The Proud. The Marines.” is among the best organization taglines out there.

This tagline “underscores the high caliber of those who join and serve their country as Marines,” said Maj. Gen. Richard T. Tryon, former commanding general of Marine Corps Recruiting Command. In 2007, it even earned a spot on Madison Avenue’s Advertising Walk of Fame.

A catchy slogan and tagline will make a difference in your business.

Now that you have delved into some classic and catchy slogans and taglines, it’s time to set your business up for success. Remember a slogan and a tagline are similar but a slogan is used to sell an item whereas a tagline brings awareness to the item while being concise, catchy, and classic. Both are essential when making sure your business will remain in the minds of consumers.

Editor’s note: This post was originally published in July 2020 and has been updated for comprehensiveness.

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The B2B SaaS Sales Funnel: How Your Brand Can Optimize It to Boost Conversions

An effective B2B SaaS sales funnel is critical for your brand to drive conversions. But 68% of companies say they haven’t attempted to evaluate the impact of their sales funnel and 79% say that marketing leads are never converted.

The result is a growing need for in-depth sales funnel optimization: Companies need to consider how current funnels are performing, where they need to improve, and what steps they can take to achieve this goal.

In this piece, we’ll dig into B2B SaaS sales funnel basics and explore five ways your brand can optimize this approach.

While the stages of the SaaS sales funnel mirror those of less specialized sales approaches, the specifics of each stage differ. Let’s take a closer look at each.


The prospects stage is the most general and involves broadly identifying potential prospects from the market at large. The goal here isn’t to make a sale on day one but rather to raise awareness of your brand to help potential customers understand that you don’t just deliver a product, you deliver a service that’s continually supported over time.

This stage of the funnel is also known as TOFU, or Top of the Funnel.

Lead Qualification

The next stage in the SaaS sales funnel is sales qualifaciton. This focuses on vetting leads obtained in the first stage: Are they interested in your SaaS solutions? Do they have the budget and decision-making authority to purchase your product? Qualified leads help sales teams boost win rates; unqualified leads can waste time for marketers, sales teams, and customers themselves.


Intent speaks to the portion of the funnel which sees leads activity looking to learn more about your SaaS solution and draft an agreement. In this stage, your sales teams are looking to connect more deeply with prospects and answer any questions they have, ASAP.

Both lead qualification and intent fall into the middle of the funnel, or MOFU.

Close (Won or Lost)

The last stage of the sales funnel is closing. Also known as BOFU or bottom of the funnel, closing isn’t always a win — your team could almost close the deal and find themselves frustrated at the last moment.

It’s also worth noting that closing in SaaS sales isn’t an end state but rather the beginning of a relationship. Ideally, your sales team wants to negotiate an agreement that sees customers purchase initial services and come back for contract extensions time and time again.

Ready to start optimizing your SaaS sales funnel? Here are eight ways to improve.

1. Boost Awareness with TOFU

TOFU content is designed to promote awareness of what your product can do and encourage prospective buyers to get in touch. Consider the example below of Adobe’s Creative Cloud on Facebook. The company offers a slick video along with a link to on-demand video content that dives into the use of 3D art tools — which Adobe just happens to sell — and how they’re impacting automotive design.

Other TOFU approaches include how-to guides, tutorials, and multichannel social media campaigns.

2. Optimize Your Content

Content optimization takes place within 3 specific content generation tactics: utilizing a multi-channel messaging strategy, improving thought leadership positioning, and segmenting the content’s delivery.

The goal here is to connect with potential customers and give them a more in-depth look at what your brand does and what sets it apart from the competition.

3. Target the Most Valuable Leads

The first tier of funnel optimization suggests that marketers focus on targeting the most valuable leads by examining how customers sought the information to begin with. Value propositions that resonate with select groups will facilitate the differentiation of these targets. This can be the most effective when exemplified by website design, management, and optimization.

4. Qualify Leads

On average, only 27% of B2B inquiries are qualified before they are given to the sales team. This is a problem since unqualified leads are far less likely to drive conversion. As a result, it’s worth taking the time to ensure leads have the intent and authority to make purchasing decisions.

5. Improve Lead Nurturing

Now the spotlight moves to lead nurturing. Here, the goal is to engage with potential customers and provide answers to whatever questions they may have. The better your nurturing efforts, the more likely you’ll be able to close the deal and drive SaaS revenue.

6. Make the Most of MOFU

Middle of the Funnel efforts focus on intent. This goes beyond lead nurturing to dive into the details of conversion. From a SaaS perspective, this means working with B2B leads to determine their specific needs and design offerings that best align with their budget and business goals.

The more specific your team can get in discovering key pain points and potential remedies, the better your MOFU efforts.

7. Close the Deal and Keep Them Coming Back

Now it’s time to close the deal. This means presenting leads with a finished contract and service-level agreement (SLA) along with negotiating the length of the contract term. Depending on your SaaS model, you may offer a free trial or the option to cancel without penalty for the first few months.

While the best bet here is a long-term (one year or more) contract, B2B leaders may be reluctant to sign on the line for that long. No matter what the term length turns out to be, however, the underlying rule remains the same: Focus on over-delivering to exceed expectations to ensure businesses keep coming back.

Worth noting? Even lost deals offer a valuable lesson. Rather than simply chalking the experience up to bad luck, it’s a good idea to hold a team debrief to discover where sales funnel processes worked as intended and where improvements could be made.

8. Measure Success

Once you have optimized to this point, on average, 20% of your leads will have converted into sales. This number is even more important when you realize only 32% of organizations have actually identified their marketing funnels.

As a result, it’s critical to measure both current and historic success rates to see if you’re heading in the right direction. If not, it’s a good idea to assess your B2B SaaS sales funnel approach and make changes as needed.

Facilitating Funnel Functions

The concept behind the sales funnel is straightforward: Capture broad leads at the top and then refine these leads at each step to drive conversion.

In practice, however, funneling can be both time- and resource-intensive, especially for B2B SaaS connections. With an approach that targets valuable leads, highlights your ongoing value proposition, and quantifies success over time, your brand can boost funnel function and win more long-term deals.

Editor’s note: This post was originally published in August 2011 and has been updated for comprehensiveness.

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How to Network Effectively: 10 Tips You Can Start Using Today

“Networking” is a buzzword that many of us have a serious love/hate relationship with.

Whether you’re trying to develop your personal career or forge new business relationships, making offline, personal connections has become even more critical as online social networking becomes the norm.

This guide will help you navigate those uncomfortable face-to-face networking situations, so the next time you step into a room of potential connections, you’ll feel ready to dive right into relationship-building conversations.

Network before job searching.
Come prepared with a clear goal in mind.
Have some conversation starters ready.
Introduce yourself to someone more experienced.
Ask people about themselves.
Practice active listening.
Write notes after each meaningful conversation.
Ask for what you want.
Exit a conversation gracefully.
Follow up every time.

1. Network before job searching.

As anyone who has ever looked for a job can attest, the process can be daunting. Knowing who to reach out to can make all the difference.

One way to make the process a little easier is to start networking with people before you even begin looking for a job. That way, when the time comes, you will already have contacts to leverage.

Building relationships with people in your industry can help you to get your foot in the door, and it can also give you an inside look at what companies are hiring.

In addition, you can identify mentors who can provide guidance and support throughout your career.

2. Come prepared with a clear goal in mind.

Next time you’re going to an event, ask yourself: “Who do I want to meet, and why?

Certain event registration platforms will share attendee lists on the registration page. If a guest list like this is available, take a moment to scan it.

You might discover potential clients, mentors, or employees you want to connect with.

For instance, let’s say you’re the CMO of a successful lawn-mowing business and your goal is to leave the event with 10 leads.

Having a specific goal in mind will allow you to prepare effectively and keep you focused during networking events.

It will make your conversations less ambiguous and lead to better alignment with your connections.

3. Have some conversation starters ready.

Approaching a big or small group can be intimidating. With the right approach, you can join an existing conversation or start your own successfully.

Ease into the evening by introducing yourself to one person who is also flying solo and looking for someone to talk to.

Ahead of time, read up on industry news and trends so you’ll be prepared to spark conversation and ask for other people’s thoughts on topics that are interesting to both of you.

Other great conversation starters include:

What do you do for work?
What brought you to this event?
What do you think about the event so far?
Are you familiar with any of the speakers?

Your first connection at an event is your gateway to meeting more people. Maybe they came with friends they can introduce you to, or maybe you’ll decide to break into bigger groups together.

Whoever you approach first, relieve some of the awkwardness with informed, relevant conversation starters to get in the swing of things together.

Once your first conversation goes smoothly, it’ll give you the confidence to interact with others.

4. Introduce yourself to someone more experienced.

We sometimes walk into networking events with high hopes of meeting the CEO of a company we admire, or the author of a book that kickstarted our career.

We’re so thrilled to be in the same place as them, but suddenly, you spot them across the room and become nervous, awkward, and maybe a little bit sweaty.

So how can you successfully strike up a conversation?

First and foremost, make sure you have a purpose. Butting into their conversation to tell them you love their work or admire their approach will not invite stimulating conversation. It’s more likely to evoke a simple “thank you.”

Consider what it is about this person that resonated with you, and tie it into your work, projects, or philosophy.

Approach them with confidence, and introduce yourself not as a fan, but as an equal – because you are – and say something thought-provoking that they can relate to.

Like this: “Your application of inbound marketing for nonprofits was helpful for me at my last job, but I’m transitioning into a job in the pharmaceutical industry. Would you change your inbound marketing approach if you were me?

Remember that you admire this person because you respect their thought leadership. Give them a chance to admire you, too, by sparking an interesting and relevant conversation.

5. Ask people questions about themselves.

Often, we meet someone and exchange our names, company, job title, and where we grew up in about three minutes. Then we smile, look at the ground, and say something like “I love your shirt.”

When the small talk is up, it’s easy for the conversation to go south.

I’ve learned to avoid this by making them the topic of conversation.

You may be thinking, how can I make connections if we just talk about them the whole time? Well, showing genuine interest in another person can say more about you than talking about yourself could.

Besides, if a person doesn’t reciprocate the behavior and encourage you to tell them about yourself afterward, then they probably weren’t a valuable connection to begin with.

Next time a conversation is flailing, ask for them to elaborate or tell you more about themselves and you’ll find talking points you’ll be able to expand on.

6. Practice active listening.

One of the biggest challenges of networking is learning how to actively listen to others.

When we’re networking, we’re often so focused on sharing that we might not take the time to really listen to the other person.

This is essential for building strong relationships – it shows that we’re interested in what the other person has to say and that we’re paying attention.

One way to practice active listening is to paraphrase the other person’s statement. This signals to the other person that we understand them and shows that we’re engaged in the conversation.

Another technique is asking questions, which shows a genuine interest in others and invites them to keep engaging in conversation.

Active listening is a key skill for networking and will build the foundation for strong and productive relationships.

7. Write notes after each meaningful conversation.

Have you ever been in a situation where you meet someone new, have a great conversation, and then forget their name when you go to follow up?

It happens to the best of us, but there is a solution: write a personal note after each meaningful conversation.

This doesn’t have to be anything formal, just a few quick sentences about who the person is and what you talked about. That way, when you go to follow up, you’ll have all the information you need right at your fingertips.

Not only will this make you look more professional, but it will also help you build stronger relationships with the people you meet.

8. Ask for what you want.

The highlight of networking events we all fantasize about is leaving with a concrete exchange that will move our business or career forward. Maybe it’s a job offer, getting an investor on board, locking down a recommendation letter, or landing a client you’ve been after for months.

Whatever the highlight, it isn’t going to fall in our lap. We can play all the right cards to set us up for the big moment, but a time will come when we need to put ourselves out there and firmly express what we want.

The question is, how should you do this without coming across as aggressive?

Consider your answer to the classic job interview question “Why should we hire you over the other candidates?” You come up with a true, succinct, humble, and exemplary answer of why you’re the right person for the job.

Your approach to getting what you want from networking isn’t all that different, except it’s important to express your flexibility.

This combination of flexibility and confidence in getting the job done is a brilliant way to frame your next big ask: Be firm on what you want, but present it in a way that highlights the benefits for your listener.

9. Exit a conversation gracefully.

It’s important to remember that networking isn’t like speed-dating. The goal isn’t to meet as many people as you can – it’s to make valuable connections.

While it’s important not to rush through conversations for this reason, there are times when we need to jump ship. Whether you’re chatting with someone who won’t let you get a word in, or someone who is wasting time whining about their boss, you should still be polite when ending the conversation.

If there’s a lull in the conversation, say “Please let me know how that project goes, I’d love to see it and hear how it turns out.” This will show you were engaged, and though it ends the conversation in the moment, they won’t feel offended.

Alternatively, consider asking them “Have you seen anyone from [company name] tonight? I’ve been meaning to chat with them.” This will kindly express that it’s important to you to expand your network.

10. Follow up every time.

Networking can be a great way to make professional connections, but it’s only effective if you follow up. After all, exchanging business cards is only the first step in building a relationship.

If you want to make a lasting impression, you need to take the time to follow up with the people you meet.

So how do you follow up effectively? First, send a personalized email or LinkedIn message within 24 hours of meeting someone. This shows that you’re interested in keeping in touch.

Second, invite the person you met to coffee or lunch so you can further connect. After that, it’s just a matter of staying in touch by sending occasional emails, reaching out via social media, or meeting up.

Plan on attending a networking event soon? Leave awkwardness at the door by walking in with full confidence. Use the tips and remember: The outcome of the evening is up to you.

Editor’s Note: This post was originally published in Aug. 2019 and has been updated for comprehensiveness.

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8 Steps to Launching an Online Learning Academy Your Customers Will Love

73% of people say customer experience impacts their purchasing decisions.

Which means, nowadays, companies are looking for fresh ways to keep their customers happy.

Many companies are doing this by launching customer education programs and online learning academies that give their customers access to resources, blog posts, webinars, knowledge centers, and certification courses that help them learn about their product, troubleshoot problems, and ultimately realize product value.

The HubSpot Academy is an excellent example of this. Launched in 2012 as a way to help its customers learn and apply new marketing skills to grow their business, The HubSpot Academy has evolved into the go-to destination for hundreds of thousands of people looking to improve their skills related to inbound marketing, sales, and customer service/support.  

Among other things, a strong learning academy can help you provide helpful resources to your customers, increase customer retention, engage with new prospects, and build domain authority. 

From the outside looking in, creating an online learning academy on this scale may seem intimidating, if not impossible. But launching one isn’t as out of reach as you might think. Let’s walk through the necessary steps to launch an online learning academy your customers will love.

How to Launch a Successful Online Academy in 8 Steps

1. Set a specific goal.

When you’re starting your online-learning journey, it can be easy to get lost in the possibilities.

For instance, maybe you want to help your Customer Success (CS) team speed up onboarding.

You also want to reduce the number of support tickets and issues for your Customer Services team. And you want to increase product adoption for your Product team.

And you want to boost lifetime value (LTV) for your Leadership team.

All of these outcomes are possible with an online learning academy, but at this point in your journey, pick one.  

To help you decide, identify your ideal learner persona and their biggest challenge. Ask yourself:

Are you struggling to get them using a new feature?
Does engagement decline after onboarding?
Are your Customer Success Managers (CSMs) overwhelmed by support tickets and requests?

Figure out what’s pressing right now and start there.

Then, solve that challenge, prove the value to internal stakeholders, especially your leadership team, and start solving more company and customer challenges.

2. Build your team.

One could argue that building a team should come before you set your goals, or at least in tandem with it, but for the sake of this article, I put it here — look at goal setting and team building as steps 1a and 1b.

Just like you don’t want to spread your resources too thin by setting too many goals at the beginning, don’t bring too many cooks into the kitchen.

Instead, have one person lead the charge who’s passionate about online learning and aligned with your goal.

Building Your Team

Subject Matter Expert (SME): The SME understands your customers, their challenges and what they’ll need from the content to realize product value.  

Instructional Designer (ID): The ID is someone who has design expertise and training in developing content to achieve specific learning outcomes.
Technical Expert: The technical expert ensures that the learning management system (LMS) or other learning technology works properly, including integrations and data collection. They can also lead the changeover from legacy learning technology.
Executive Sponsor: An executive sponsor ensures you have a line of sight into the boardroom and maintain alignment. An executive sponsor is a “must-have” for even the newest teams.

In a perfect world, you’d build a cross-functional team that has all of these roles filled.

In reality, that’s probably not going to happen at this point.

So, if you’re embarking on this adventure, know that you don’t need a formal team to get started. You only need someone passionate about learning, some content, and customers excited to learn.

3. Consider an LMS.

Most, if not all, established online learning academies ride on the back of an LMS due to their ability to help teams create, manage, deliver, track and optimize content at scale.

Consider this scenario: You’re using blog posts, videos, quizzes and certifications to train 150 customers — but you’re not using an LMS.

In turn, CSMs, Support, and Service teams pull the necessary levers manually to keep customers happy and realizing value. For instance, they might need to send onboarding documentation when a new customer signs the dotted line.

For newer companies dipping their toes into online learning, these teams might be able to keep pace with this demand without sacrificing the white-glove service customers demand.  

That said, as the product evolves, and the customer base grows, content creation accelerates and customer demands will intensify, making it harder for your team’s to keep up manually.  

An LMS automates these tedious and time-consuming tasks and ensures you’re providing the best learning experience without drowning your Service and Support teams.

With an always-on learning academy, you also allow your customers to learn whenever and wherever they want. Not only does this make sense for a remote world, but it reduces the strain on your teams by giving customers the chance to solve their own problems without submitting a ticket or emailing their CSM.

Pro Tip: When you’re looking for an LMS, prioritize mobile-friendliness and cloud-based software. With a mobile LMS, you can deliver flexible and accessible learning to the devices your customers actively use. A cloud-based LMS allows you to scale and localize content without disrupting the learning experience.

4. Create content.

When you’re just getting into online learning and ready to start creating content, you’ll fall into one of two groups:

Group #1: You have content (a lot or a little)
Group #2: You don’t have content

If you’re in the first group, major props — your launch date just got closer. The only step you’ll want to take now is to make sure the content aligns with your persona and achieves the right outcome (e.g., helps your customers activate their account or use an advanced feature).

If you’re in the second group, I still give you props — you just have a little more work to do. Luckily, content creation isn’t as complex or laborious as you’d think.

If starting from scratch, be strategic and ask yourself what you absolutely need to get your minimum viable product (MVP) off the ground.

Then, outline that content, including the description, objectives, titles, and content types. From there, work with your team to create content or a course (whatever you have the time for).

Pro Tip: If you’re struggling to create content due to a lack of resources, see if other teams have some. For example, the Marketing team might have an overview deck. Similarly, your Support team might have a document of common challenges.

As you’re creating content, keep scale in mind. You’ll want to consider:

How will you create content to speak to different cultures and languages as you grow?
What happens when you grow your team and more people are involved in content creation?
How will you know what to update and when?
How will you create content to meet different learning styles?

The sooner you answer these questions, the better. While it may seem fruitless to address them now given the scope of your online learning academy, a time will come when you’re ready to scale.

By thinking about scale now, you’ll be able to grow without disrupting the learning experience for your customers.

5. Put everything under a microscope.

Before you launch, examine all parts of your online learning academy, from your processes, team and the LMS (if you’re using one).  

Content: Does your content do its job and lead to the intended learning outcomes?
Team: Is your team ready to go? Does everyone understand their roles and responsibilities? Do they have a good understanding of the academy’s goal and what they have to do to ensure your customers succeed?
LMS: Is the data you’ll need to prove ROI flowing between systems? How about the integrations, like one with your CRM? Are automated emails going out as intended? You should also have your technical expert look at the backend of the LMS. First impressions matter, so ensure everything is working and primed to deliver a seamless learning experience.

You can take it one step further by asking a small group of customers to go through the process. Then, take their feedback and make adjustments before launching to everyone.  

Finally, before you officially launch, communicate with the rest of the company, especially the leadership team, and let them know what you’re doing.

While your success ultimately hinges on your customers buying into online learning, company-wide support will go a long way, too.

6. Let it fly.

It’s time to launch.

Remember: This is the beginning of your journey — think of this as V1 or your MVP. Your learning academy will evolve, but your focus now needs to be on getting your customers engaged.

Then, once you start tracking performance and sourcing feedback, you can iterate (step #7).

Pro Tip: This version of your online learning academy will almost certainly lack some features and capabilities you’ve been thinking about from the start. That’s great. Keep this “wishlist” in your back pocket and cross features and capabilities off as you grow and the resources become available.

7. Shout it from the mountain tops.

In tandem with your launch — if not leading up to it — hit up Slack, email, the breakroom, Zoom or any other way you connect with people and let them know what you’re doing.

Do this from two angles:

Internal: Tell as many people and teams as possible about your academy and how it can help them. For example, show the Support team how it can help reduce support tickets. Tell your Sales team how it can help them close deals faster. Your goal is to get people excited and show them how the academy helps them look like rockstars. The more buy-in you have from people inside your company, the easier it’ll be to maintain buy-in and budget.
External: Let your customers know what’s coming. Show them why you’ve launched your academy and how it’ll help them. Then, show them how to navigate it, access content and reach out for additional support. Your goal is to get them inside and engaged; you want to start creating a sticky environment they’ll rely on far into the future.

As you go, keep the communication going by celebrating wins, sharing resources on new features, and more to keep your company and customers engaged.

Online learning is a marathon, not a sprint. If people peter out after a few weeks, the time you spent up until now will be largely for naught.

8. Make it even better.

I said it once, but it begs repeating: The online learning academy you launch is not in its final form.

As everyone gets used to online learning, start sourcing feedback to get a clear vantage point into how things are going.

Is your team operating smoothly?

Is your content effective?

Are videos the right length?

Do your quizzes miss the mark because they require customers to answer short-form questions?

Are certain content formats working better than others?

Is the LMS working properly?

As you gather these insights, make improvements to enhance the learning experience and ensure you’re still delivering an experience that delights — and helps retains — your customers.

Launch an Online Learning Academy Your Customers Will Love

Don’t let a lack of bandwidth, resources or experience stop you from launching an online learning academy — launching one your customers will love is only 8 steps away.

In 2022 and beyond, these 8 steps are some of the most important ones you can make.

Your customers (and your bottom line) will thank you.

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10 Ways to Monetize a Podcast (+ Examples)

82% of marketers planned to continue investing the same amount or increase their investments in podcasts and other audio content for 2022.

This means that all marketers, from those just getting started to those with established shows, are likely looking for ways to monetize their content. In this post, we’ll cover 10 strategies that will help you monetize your podcasts and achieve high ROI.

How to Monetize a Podcast

1. Find sponsorship deals.

Finding sponsorship deals involves finding brands or businesses that want to take advantage of your listenership and giving them space and time to run an ad on your show. Costs depend on the advertiser and your show statistics, but the average cost is $10 to $50 CPM (cost per thousand impressions), and higher prices go to shows with higher listenership.

Dax Shepherd, the host of Armchair Expert, uses this strategy and features ads from sponsors in his show. Some ads are host-read, meaning Shepherd reads them himself, and others are advertiser made. The podcast snippet below is an ad from a recent episode.


You can also sell advertising space to other podcasts.

2. Become a sponsor for another podcast.

Becoming a sponsor for another show is the same as finding sponsorship deals, except you’re promoting another show rather than a brand or business. You can record these promotions yourself, or the podcast can submit its own pre-recorded ad.

3. Join an advertising network.

Joining an advertising network helps you monetize your podcast as you would with finding sponsorships, but the network does the work for you as it helps you find sponsors in exchange for a cut of your ad revenue.

4. Sell show merchandise.

Listeners that love your show are probably interested in buying merchandise related to your show, like t-shirts, stickers, and other novelty items. Doing this is a great way to monetize your podcast with merch sales and give your listeners an additional way to connect with you and your show.

The CEO School podcast, hosted by Suneera Madhani, sells show merch, from candles to planners to mystery boxes.

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5. Offer premium paid content.

If you have an established audience, chances are that many are willing to pay for additional opportunities to hear from you. As such, a great way to monetize your podcasts is by offering exclusive premium content that requires payment to access.

Some ways to leverage this strategy are to sell access to exclusive Q&Q episodes, ad-free episodes, extended cuts, exclusive interviews, or even early access to scheduled episodes. Many podcasters use Patreon and Stitcher Premium to create exclusive opportunities.

6. Create tiered premium content.

Another option when creating paid content is to create tiered membership or content tiers, where listener access becomes more exclusive in higher-paid tears.

For example, maybe your lowest tier gets early access to episodes and merch, the second tier gets the same plus one bonus episode per month, and the highest level gets everything in addition to monthly Q&As and exclusive merch.

Last Podcast On The Left has a tiered membership program on Patreon, where listeners subscribe to their preferred tier for exclusive content like extra episodes, access to presale tickets, and discount codes.

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7. Accept donations.

Accepting donations is a way to monetize your podcasts with audience support. This is a valuable strategy for podcasts just getting started, as audiences that like what you offer and want to continue hearing more might be eager to support you to ensure they can still listen to your show.

Patreon is commonly used to accept donations.

8. Use affiliate marketing.

Affiliate marketing is promoting products or services on your show in exchange for a commission. The end payout is tracked through an affiliate link or code unique to your podcast, so the receiving business knows when a customer has come from your show.

Ear Biscuits, hosted by comedy duo Rhett and Link, uses affiliate marketing to monetize their podcast. In a recent episode, they plugged a company called Sike, and interested listeners would receive 10% off of purchase if they used Ear Biscuit’s unique code EBMADEYOULOOK.

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9. Share video or audio recordings of your show on YouTube.

An easy way to monetize your show with few additional steps is to record your podcast sessions on video, upload them to YouTube, and monetize them with YouTube Ads. Some people might prefer to watch and listen, so you’re also providing your audience an additional way to engage with your content.

If you don’t want to record video, the strategy still works for audio recordings.

10. Host live podcast recording events.

A live event for your show can be an in-person recording session that listeners attend and watch in real-time. You can generate revenue by selling tickets to the event and then monetize your episodes with ads and sponsorships when you upload them for regular listening.

Podcast But Outside, a popular interview-based podcast, goes on tour and hosts live events, where listeners can buy a ticket and experience the show in real life.

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Ready to record?

All the strategies on this list will help you monetize your podcasts, regardless of whether you have an established show or are just getting started.

Pick a method that works for you, plan it out, and click record — your audience will love to listen.