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The Top 5 B2C Marketing Trends of 2023 [New HubSpot Blog Data]

In 2022, 51% of B2C marketers plan to increase their marketing budget.

The question is where is that budget going? Will marketers reinvest in the same strategies or try new trends?

To understand what trends B2C marketers are leveraging in 2022, we surveyed 1,067 global marketing professionals working in B2B and B2C companies. 

From influencer marketing to virtual events, there are so many efforts brands can focus on. Let’s see what our latest research says about what worked well for B2C marketers this year and where they plan to invest in 2022.

1. Short-form video will be a priority.

Short-form video took off in early 2020 and shows no signs of slowing down.

Back then, TikTok was the number one place to go for short-form content. Today, Instagram Reels and YouTube Shorts are also competing for users’ attention.

This is good news for brands, as the short-form video trend content offered the second-highest ROI for B2C marketers in 2021, behind influencer marketing.

Despite coming in second for ROI, it’s the trend marketers plan to invest in the most in 2022. Roughly 33% of B2C marketers already invest in short-form content, while one-third of those who haven’t will do so for the first time in 2022.

Why now? Well, short-form video is such a key feature in social media today. And according to the data, social media takes the lead in marketing investments for businesses.

That’s likely because three key goals B2C brands will have when running marketing campaigns in 2022, will be increasing brand awareness (49%), advertising products (44%). and increasing revenue (43%). 

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With social media, you can accomplish at least two out of three. Brand awareness was always the main benefit of using social media but things have evolved.

Today, with so many platforms offering in-app shopping experiences and advanced ad formats, brands can meet more of their marketing goals.

2. Influencer marketing will still be a key lead/revenue driver.

For most B2C marketers, the power of influencers is clear.

In 2022, 61% of B2C marketers surveyed in the study plan to leverage it. In fact, it’s the third-highest trend they plan to prioritize, behind short-form video content and inbound marketing.

This is because in 2021, it offered B2C brands the best returns. When asked to select their top ROI driver from a list of 27 tactics and strategies, 11% of B2C marketers chose influencer marketing. 

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What might be different in the future is the type of influencer brands focus on. Historically, brands have focused on the biggest and most popular influencers to partner with.

However, some data suggest that micro-influencers with under 100K followers may be more effective.

While the verdict is still out on that, one thing is clear: Influencer marketing isn’t going anywhere.

3. Audio content will take a front seat.

Data suggests that video is the leader when it comes to content marketing. However, audio is slowly creeping up into the mix.

According to the survey, only 19.1% of B2C marketers use podcasts or other audio content in their marketing. Of those who do use it, 37.4% find it to be one of their most effective trends.

Even though adoption was seemingly low in 2021, the data suggests that more B2C marketers will add audio content to their marketing efforts in the new year.

Roughly 43% of B2C marketers plan to increase their investment in podcasts in 2022 while 38.4 plan to keep it the same. Another interesting fun fact is that this particular piece of data is virtually the same for B2B marketers.

This suggests that across all industries, brands recognize the power of audio content.

4. Social responsibility will be more important.

Now more than ever, consumers want and expect brands to be more transparent and take a stand on social media.

In fact, a 2020 Edelman Trust Barometer survey revealed that many consumers see trust as a leading factor in their purchasing decisions.

In the past two years, particularly in the height of the COVID-19 crisis and calls for social justice, consumers have started holding brands more accountable. In 2022, brands will be addressing that demand.

Currently, only a third of B2C marketers surveyed find social responsibility to be an effective marketing trend. Despite that fact, 45% plan to increase their investment in 2022.

5. Brands will continue to apply inbound marketing strategies.

Inbound marketing is all about meeting consumers where they are. Instead of marketing efforts that push messaging out to consumers, this focuses on attracting them toward you.

Behind short-form video, inbound marketing is the top trend marketers will invest in next year.

In fact, over 80% of marketers plan to keep the same budget or add more for this strategy.

This is done by following the “Attract, Delight, Engage” model that leverages content marketing, SEO, marketing automation, social media, and more to nurture consumers at every stage of the buyer’s journey.

There you have it – some of the top trends B2C marketers will invest in 2022. Between publishing regular video/audio content on social media and developing a strong inbound marketing strategy, marketers have a busy year ahead.

To keep up with the latest trends in marketing, stay tuned for more upcoming marketing strategy research posts, download the 2021 HubSpot Not Another State of Marketing report to learn what marketing professionals focused on this year. 

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The Great Resignation: How It’s Changing Hiring for Companies and Job Prospects [+ Expert Insight]

The U.S. Bureau of Labor Statistics says that over 47 million Americans quit their jobs in 2021 — this is what’s now known as The Great Resignation.

As there has been a significant increase in the number of vacant positions and the number of workers who have left their position, it makes sense that hiring priorities may have changed.

In this post, we’ll discuss The Great Resignation’s impact on hiring with insight from marketing decision-makers and expert HubSpot recruiters.

Has The Great Resignation Impacted Recruiting?

Gabby Reynoso, a Marketing Recruiter, says, “What the great resignation has done is highlight the importance of flexibility, growth opportunities, and work-life balance in the workplace.” She adds that the pandemic has empowered employees, more than ever, to prioritize flexibility, growth opportunities, and work-life balance in the workplace in their current positions and those they are considering.

Kanani Rose, a Senior Sales Recruiter, says, “Anecdotally, I’ve seen a bit of a cool-down in this phenomenon as the market continues to be unpredictable, but I’m certain that one of the long-term effects of the Great Resignation is that workers will continue to be interested in the scope of their work, from a wider lens than just their general job responsibilities.” This can include health insurance, financial benefits, 401K, stock options, work from home stipends — incentives that are becoming just as important as the job itself.

She also says that compensation and job satisfaction were and continue to be top reasons candidates apply for specific positions, but the push that many businesses made to have their employees return to in-person work drove many workers to the job market in search of more flexible work opportunities.

How Has Recruiting Changed Post Great Resignation?

When it comes to the recruiting landscape, candidates are more selective: “Employer branding, pay transparency, and empathy in the recruitment process have all been key strategies on our recruitment team to make sure that we are giving candidates the power to make the best decisions for themselves in a competitive market.”

Rose says, “As a sales recruiter, I’m no stranger to candidates fielding multiple offers during the hiring process, but the market was especially tough in 2022.”

In a recent Glimpse survey, marketing decision-makers in the U.S. have stated that their hiring processes have changed in the past six months, primarily due to the economic changes that arose during the COVID-19 pandemic.

The most commonly reported changes are:

Having a harder time getting recruitment traffic and finding qualified candidates
Using more and more virtual resources in the hiring process (like online recruitment tools and video interviews)
Hiring with remote work in mind as people want more and more flexibility in how they work
Working harder to fill positions and attract qualified candidates through things like referral bonuses, sign-on bonuses, more time off, etc.

Over to You

As recruiting and finding top talent is likely a top priority for your business, it’s important to stay on top of workforce trends and what employees are expecting from the businesses they choose to work for.

If your hiring and recruiting have taken a significant hit post great resignation, consider how your business can speak to employees’ selection criteria when applying for jobs, like offering flexible work options, virtual recruiting, increased benefits, etc. You don’t have to overhaul your entire process, but you can forge a new path to successful recruiting.

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Which SEO Metrics Matter Most to Marketing Leaders, According to Semrush’s VP of Brand Marketing

Having a strong SEO strategy is critical for reaching new audiences and generating leads for your business.

In fact, 43% of marketing directors, VPs, and C-suite executives reported SEO as one of the most effective strategies their companies currently leverage.

Creating a powerful SEO strategy requires consistent testing and iteration. Over time, certain metrics can help you identify which areas of your strategy are working — and which aren’t.

It can be difficult, however, to determine which SEO metrics actually matter. To truly evaluate the success of your SEO, what should you pay attention to? Organic traffic? Leads? Keyword rankings? Conversions?

Here, I sat down with Semrush’s VP of Brand Marketing, Olga Andrienko, to discuss the SEO metrics she’d advise leaders pay attention to in 2023. Let’s dive in.

The SEO Metrics That Matter Most, According to Semrush’s VP of Brand Marketing

1. Focus on the metrics that tie directly back to revenue — like conversions and new MRR.

You might’ve expected Andrienko to start with organic traffic or rankings as a top SEO metric, but instead, she advises leaders to start with the bottom line — revenue — and work backwards.

Andrienko told me, “When we discuss quarterly goals, we always look at new user monthly recurring revenue (new MRR). And, in that case, conversion is the only thing that matters. I think the metrics that matter are the ones that can tie back directly to revenue.”

She adds, “For instance, using analytics, you can see where the user came from, and how long it took them to convert and become a customer. So if we know most users come from organic search, then organic would be the metric I’d be focused on measuring. Whatever your success element is is the most important outcome. Rankings don’t matter much. People need to land on your website, and they need to buy or show they’re interested.”

Hearing ‘rankings don’t matter much’ from the VP of Brand Marketing at Semrush, a platform often used for online ranking data, initially surprised me. But it makes sense.

Let’s say you rank #1 for the keyword query: “What is marketing?” If your company sells products or services related to marketing, that’s great. But if that same post isn’t driving the right kind of traffic, or isn’t converting that traffic into qualified leads and revenue for the business … Does it matter, really?

Focusing on the metrics that tie back to revenue can greatly impact where you spend your time and resources. To effectively evaluate your content based on revenue, consider making a spreadsheet that tracks all your top-converting posts. Even if those posts aren’t the ones that bring in the most traffic for your site, those are the posts you’ll want to focus your historical optimization attention on — since those have proven most valuable to your business’ bottom line.

2. Don’t forget about branded keyword search volume.

Andrienko admits this next metric likely matters to her because of her role as a brand marketing leader, but it’s worth mentioning since it’s a metric that can demonstrate your brand value.

As she puts it, “For me, being a brand marketing leader, I specifically focus on branded keyword search volume — which means how many impressions and search volume the keyword ‘Semrush’ is getting over time. That gives me an understanding of how good we are at strengthening the brand and growing brand awareness.”

This is a particularly important metric if your goal is to grow brand awareness for your business. As you test strategies meant to increase brand awareness, such as co-marketing campaigns, sponsored events, or new types of content like podcasting, you’ll want to obsess over branded keyword search volume. Is it going up over time? If it is, this is a strong indicator that your brand awareness strategy is working.

While this can seem like a more superficial metric, it’s not. Consumers want to buy from companies they trust — and familiarity is a powerful factor when it comes to developing trust with your prospects.

3. Consider click-through rate and how it correlates to organic traffic.

“If you see a lot of people are searching for select keywords, but your CTR isn’t growing, then that means something is off,” Andrienko told me.

She continues, “For instance, we noticed the organic CTR on one of our keywords was dropping, and we discovered it was because Google added an AdWords top search feature — so we bid on the keyword. Ultimately, we saw that even though organic CTR was dropping, we were able to get the clicks anyway in a different form.”

“It’s important you don’t just look at organic traffic … But also how it correlates with the click-through rate. That’s a very important connection to make.”

In a world where almost two-thirds of Google searches end without a click, it has become increasingly difficult to achieve high click-through rates. And Andrienko admits it’s not always feasible. Consider, for instance, a user who searches “How can I measure click-through rate?” They’ll be shown this featured snippet, which concisely answers their query:

This is where the power of long-tail keywords comes into play.

Andrienko told me about one of Semrush’s customers, a dentist. After struggling for a while with attracting audiences to his website, the dentist decided to search for any dental-related queries. Then, he took those keywords, grabbed a recorder, and went to his doctors. After recording their answers to his questions, he put them up on his blog and started ranking for the long-tail keywords related to his industry.

While this strategy might not work for everyone, it’s worth noting that creating content that requires users’ to click on the link to get the full benefits is critical for optimizing your SEO strategy.

For instance, rather than writing a post that answers the query “how can I measure click-through rate?”, you might also create content that answers more long-form queries, like “What are the best strategies to increase CTR?”.

Informative, helpful content that leverages long-tail keywords isn’t just for attracting audiences. It’s also vital for building trust and creating stronger relationships with your audience. In fact, Andrienko told me her favorite type of content is informational. “It’s where you can really help the user because the information is a direct answer to a problem they’re experiencing. It’s not about your company. It’s about helping them, which is where trust is built.”

4. Don’t ignore rankings, backlinks, domain authority, and user behavior metrics.

Finally, Andrienko provided a list of a few other metrics that she believes still deserve a mention in this post.

For one: Rankings and positions.

She told me, “I wouldn’t focus on rankings and positions as the first metric, but you still need to see how you’re performing against competitors. So it’s an important day-to-day metric to watch.”

A few other metrics Andrienko encourages leaders to watch:

Backlinks
Domain authority
User behavior metrics, like page load speed

There are other metrics she uses for more qualitative purposes too, like bounce rate. She says, “Bounce rate is important to track because it indicates whether the content is actually interesting and compelling to your readers.”

She continues, “And pages per session is another metric you’ll want to pay attention to — because let’s say users land on ‘What is SEO?’. We know they won’t immediately convert on that page. We need to encourage them to go to another page, and another page after that, so we’re able to grab their attention and ultimately convert them. If they only visit one page per session, it means we didn’t do a good job of retaining them.”

The SEO metrics you care about ultimately depends largely on your goals as a marketing leader. As you approach 2023, you’ll want to consider your goals, and then work backwards from there to identify which SEO metrics will help you evaluate how aligned your strategy is with those goals.

Not sure which goals to focus on? Take a look at The Top Goals of Marketing Leaders in 2023, or find other helpful content related to leadership in 2023 in the post, Act Like a Leader, Think Like a Leader: Data from 300+ Marketing Directors on How to Take Your Team to the Next Level.

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Instagram and TikTok Resumes: Are Marketing Managers Watching Them?

Instagram and TikTok are apps typically used to share special moments, connect with others, or promote our brands — but can we also use these platforms to create and share resumes? In 2021, TikTok launched TikTok Resumes, a program designed to “continue expanding and enhancing TikTok as a new channel for recruitment and job discovery,” according to a news release.

The New York Times calls TikTok the new search engine for Gen Z, so it makes sense that Gen Z users could also search for employment opportunities on the app. It also makes sense brands looking for young talent may turn to the app for job postings. But are marketing managers and recruiters watching TikTok videos and accepting them instead of resumes?

To find out, I asked recruiters at HubSpot and surveyed marketing decision-makers for their thoughts on resumes in the form of TikTok videos. Here’s what you need to know if you’re thinking of filming your next resume.

What is a TikTok resume?

A TikTok resume is a 60-second video posted to TikTok showcasing the job experience, skills, and creativity of a user looking for employment. To ensure the resume reaches recruiters, job candidates must include #TikTokResumes in their posts.

Below is an example of a TikTok resume:

Almost half of TikTok users in the U.S. are between the ages of 10 and 29, so the program likely targets job seekers looking for entry-level positions.

What do professionals think of TikTok or Instagram resumes?

Since videos on TikTok often find their way to Instagram Reels, I figured it’d be safe to assume users would also upload their videos to Instagram to get more eyes on their resumes. With that in mind, I surveyed 98 marketing professionals to gauge their thoughts on TikTok or Instagram resumes. Here are the results:

When asked if they’ve ever considered a candidate with an Instagram or TikTok resume, 68% said they have, and 32% said they have not.
When asked if they would review an Instagram or TikTok resume, 71% of respondents said they would.
27% said they would review one, but only with a traditional resume document. The remaining 2% said they do not know and are unfamiliar with Instagram and TikTok resumes.

I also asked respondents to explain their reasoning for why they would (or wouldn’t) accept a TikTok or Instagram resume. Respondents in favor of these video resumes often said they found the resumes to be unique, fun, creative, and interesting.

Respondents not in favor of TikTok and Instagram resumes often said the resumes were unprofessional or wouldn’t give enough insight about the candidate. Once again, some respondents said they’d rather accept the video with a traditional resume document.

I also asked HubSpot marketing recruiters for their perspectives.

“I would more likely want [a TikTok or Instagram resume) as an addition versus replacing a resume completely,” Marketing Recruiter Kassandra Pirela said. “A resume gives more insight on the experience and whatnot … I would like this as an addition to show that they put more effort into applying, and it’s just nice to get to know them a little more.”

Some HubSpot recruiters seemed to agree that video resumes like a TikTok or Reel are best as a supplement, rather than a replacement, for traditional resumes. However, other HubSpot recruiters also pointed out that video resumes can be more efficient than conventional resumes since they’re quicker to view and showcase personality.

However, a common concern brought up by the recruiters is that a video resume could trigger unconscious biases in the job-searching processes. For example, a recruiter may be more interested in the interactive video than a traditional resume, regardless of either candidate’s experience.

Should you make a TikTok or Instagram resume?

In an increasingly digital world, social media resumes could likely become more acceptable in the professional world in the coming years. However, candidates should always research the job they are applying for and adhere to the job posting guidelines.

In other words, if the job posting says to submit a resume document and cover letter — do that. You can include a link to your TikTok resume in your application to stand out, but you still need to have the materials the job posting specifies. A TikTok resume could be beneficial if you’re applying for a reactive position like a videographer or social media manager — but make sure to have a traditional resume on hand.

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The HubSpot Blog’s 2023 Marketing Strategy & Trends Report: Data from 1,200+ Global Marketers

If the last few years taught us anything, the real test of a marketer’s skill is how well they adapt to change.

In fact, in our most recent research, nearly 80% of marketers say their industry changed more in the past three years than in the last 50. 

That also means consumer attitudes and preferences are changing just as quickly. And, it’s up to brands to keep up.

So, how can you succeed in a world where the unprecedented has become common?

To help you answer that and other burning questions, we surveyed 1,200+ global B2B and B2C marketers on their goals, challenges, and strategies.

Before we dive into the sections of our survey, let’s quickly discuss the biggest theme we found across the results.

Our Biggest Finding: Agile, Data-Driven Marketers Will Win 2023

Overall, the survey results pointed to two tactics that will be vital in keeping up the pace in the coming year:

1. Use deeper data to know the ins and outs of your audience.

Go beyond basic demographic information – it’s crucial to know their interests and hobbies, how they like to shop, where they consume media, the online communities they are part of, the challenges they face, and the social causes they care about.

2. Always plan to pivot. 

From pandemics to political turmoil – and now a looming recession – the last few years have been a roller coaster for brands and consumers alike. Not only did over half of marketers pivot in 2021, 83% of those who pivoted changed course two to four times in one year.

We also found that 20% of marketers have already pivoted due to the potential recession. Chances are 2023 will continue to see shifts around this. 

Ultimately, you need a plan for when things go off course. Will you increase your marketing budget? Will you cut down on marketing channels? How will you adapt your messaging to resonate with consumers’ evolving experiences? Most importantly, do you have the data you need to guide your decisions?

While the two tactics above reflect the broad findings in this report, let’s dive more specifically into the biggest strategic changes marketers expect to see in 2023 and how that’s changed from our last 2022 survey.

While we discussed some of these strategies an trends in our 2022 Report,

it’s worth noting that we’re seeing more emphasis on data-based decision-making, agile marketing, as well as social media brand-building (which often majorly contributes to the fast-paced tactics and pivots needed in the marketing industry each day). All in all, more marketers are speeding up processes and tactics to meet the digital, hyper-connected world we’re existing in today. 

Below, we’ll discuss a few of these items in more depth. But, we’ll also continue to release more deep-dive data content to help you meet all of these changing strategies with success. 

The top trends marketers are currently leveraging are short-form video, mobile-friendly web design, creating content that reflects their brand’s values, and using social media DMs for customer service. Not far behind are SEO, mobile messaging, influencer marketing, and selling products directly in social apps.

1. Short-form video will see the most growth in 2023

Not only is short-form video the most popular trend among marketers, with one-third using it, but it’s also the most effective and has the highest ROI. 

On top of all that, short-form video will see the most growth of any trend in 2023, with marketers planning to invest more in it than any other trend. 

90% of marketers using short-form video will increase or maintain their investment next year, and 21% of marketers plan to leverage short-form video for the first time in 2023, also the highest of any trend.

2. Influencer marketing will continue to grow its high ROI.

Over 1 in 4 marketers currently leverage influencer marketing and it offers the 2nd highest ROI of any trend. Luckily it can be leveraged with short-form video to take advantage of both of the highest ROI trends at the same time!

Influencer marketing will also see significant growth in 2023 with 17% of marketers planning to invest in it for the first time, the 2nd highest of any trend. 

Influencer marketing also comes in second for the trend marketers plan to invest in more than any other in 2023 and 89% of marketers using it will increase or maintain their investment next year. 

On top of all that, our consumer trends survey shows that 33% of Gen Zers have bought a product based on an influencer’s recommendation in the past three months. And when they’re making purchase decisions, Gen Z says influencer recommendations are more important than recs from their friends and family.

3. Branded social media DM tactics are growing.

Using social media DMs for customer service is relatively new, but already used by 29% of marketers. It has the 3rd highest ROI of any marketing trend and use will grow in 2023, with 15% of marketers planning to try it for the first time. 

On top of that, 87% of marketers using social media DMs for customer service will increase or maintain their investment in 2023.

As social media apps like Instagram, Twitter, and Facebook continue developing their e-commerce capabilities, providing customer service through DMs will only become more crucial.

Our Consumer Trends survey also found that over 1 in 5 Gen Zers and nearly 25% of Millennials have contacted a brand on social media for customer service in the past three months.

Using social media shopping tools is another growing, high ROI marketing trend that goes hand in hand with providing support through DMs, with almost 30% of Gen Z and Millennials having bought a product on social media in the past three months.

4. Website SEO continues to shine.

While not new, leveraging a blog with an effective SEO strategy continues to be a powerful tool, with 29% of marketers using a website to attract and convert leads. 

Leveraging SEO ranks #4 in terms of ROI and effectiveness and 88% of those who use it will increase or maintain their investment in 2023. 

When it comes to the trend marketers will invest the most money in for 2023, SEO ranks third behind short-form video and influencer marketing.

5. Marketers will continue to humanize their brands.

30% of marketers are currently creating content that reflects their brand’s values, making it the third most popular trend right now.

It has the 5th biggest ROI of any trend and will see growth in 2023. 16% of marketers plan to leverage content that reflects their brand’s values for the first time in 2023, and 89% of those already investing in it plan to increase or maintain their investment.

6. Marketers will benefit from data in 2023.

As we discussed above, we believe that data-driven marketers will win in 2023. After all, some of the biggest advantages marketers get from using data to inform their marketing strategy are that data helps them reach their target audience more effectively, create more effective marketing content, understand which marketing strategies are most effective, increase the ROI of their marketing efforts,  and prove the value of their marketing and activities.

Which Marketing Trends Will Grow in 2023?

Short-form video, selling products directly in social apps, and influencer marketing will see the most first-time use by marketers in 2023.

Which Trends Could Marketers Leave Behind?

Now let’s take a look at the trends marketers are going to stop leveraging in 2023. 

One in three marketers plan to stop using NFTs and 29% plan to cut out marketing in the metaverse and audio chat rooms in 2023. Voice search optimization and VR/AR are also at the top of the list of trends marketers plan to stop using next year.

While that may seem bleak, there are plenty of marketers who plan on exploring these same trends for the first time in 2023:

For a breakdown of everything brands need to know about consumers and the metaverse, check out this report from our recent consumer trends survey.

Next, let’s look into the top marketing channels for this year and 2023.

The Top 3 Marketing Channels of 2023

Marketers leverage an average of four different marketing channels in their role. Social media is used by over 42% of marketers, making it the #1 channel marketers are currently leveraging. It also has the highest ROI of any channel and will grow significantly in 2023. Additionally, one in four marketers say they use social media shopping tools.

One in three marketers are leveraging their own blog or website, as well as SEO, to land on SERPs. Meanwhile, 32% use email marketing.

Blogs, social media shopping tools, and influencer marketing are neck and neck for the highest ROI of any marketing channel.

Since social media is far and above the top marketing channel, let’s dive into which social media platform is the most effective.

Marketers leverage an average of four social media platforms in their roles. Facebook is the most used social media platform, leveraged by 64% of marketers, followed by Instagram (58%), YouTube (57%), Twitter (43%), TikTok (42%), and LinkedIn (33%).

Now that we’ve looked at what both general and B2B marketers use most often, let’s take a look at each platform more in-depth (in order of their general-marketer popularity) and see how they stack up against one another.

1. Facebook leads in ROI, though other apps will see more growth

Facebook is not only the most used social media platform among marketers but also offers the highest ROI. Facebook is the channel marketers plan to invest the most in for 2023, higher than any other channel. 

While nearly 25% of marketers plan to invest in Facebook for the first time in 2023, this growth is slower than other apps like YouTube, Instagram, TikTok, and Twitter will see next year.

2. YouTube will see the most growth of any platform in 2023

YouTube’s currently used by 57% of marketers and ties for 2nd in ROI with YouTube and TikTok. 

YouTube will see the most growth of any platform in 2023, with 91% of those using it planning to increase or maintain their investment. At the same time, 29% of marketers plan to try YouTube for the first time, the highest of any social app. 

3. Instagram is #2 for ROI and will see high first-time use in 2023

Instagram is used by 58% of all marketers, the 2nd highest of any platform. It also ties in 2nd for ROI with YouTube and TikTok and will see significant growth in 2023.

14% of marketers will invest more in Instagram than any other platform in 2023, and 29% of marketers plan to try Instagram for the first time next year.

4. Over half of marketers eye TikTok for future investments.

TikTok has quickly become much more than just a trendy social app which was once primarily used by Gen Z, and marketers are taking heavy notice. 

TikTok is used by 42% of marketers and ties for 2nd with YouTube and Instagram as a top ROI-generating platform. 

TikTok will only continue to see growing brand interest in 2023, with 56% of those using it planning to increase their investment next year, the highest increase of any social media app, while 34% plan to maintain their current investment.

On top of the points above, 26% of marketers plan to use TikTok for the first time in 2023, while 16% of marketers will invest more in the app than any other next year.

With TikTok, a solid B2C platform, seeing such high marketing growth, you might wonder how the top platforms compare when analyzing B2B and B2C markers. Let’s take a quick look.

B2B vs. B2C Social Media Marketing Data

In terms of which platforms they use, both B2B and B2C marketers look very similar, with the biggest difference being that B2B marketers are more likely to use LinkedIn:

That might not be surprising, but does LinkedIn actually offer B2B marketers a better ROI than other platforms? 

Just 14% of B2B marketers using LinkedIn say it gives them the highest ROI of any platform. That’s a lower percentage than Facebook, Instagram, and TikTok.

How Marketers Share Content on Social Media

Since marketers are using so many social media apps at once, you may be wondering if they are tailoring their content to each one, or just sharing the same content across the board. 

It turns out that almost half of marketers re-post the same exact content across various social media platforms, while 35% tailor it to fit each app and 19% do a bit of both. 

The Biggest Social Media Marketing Challenges

The top challenges social media marketers face are creating engaging content, gaining and keeping followers, reaching their target audience, finding ideas for new content, generating leads, keeping up with trends, and measuring ROI.

Now that we’ve talked all about the top trends, channels, and social platforms, we can take a look at which media formats marketers are most effective.

In the coming month, we’ll be diving deeper into these themes by surveying more global social media marketers about all the specifics related to their roles. Stay tuned as we’ll continue to publish findings from our additional research.

Which Media Formats are Marketers Leveraging?

Half of marketers are using videos, with 47% leveraging images, followed by 33% posting blogs articles, infographics (30%) and podcasts or other audio content (28%).

Video has the highest ROI of any media format by far, followed by images, blog posts, and podcasts or other audio content.

Use of video will grow significantly in 2023, with 24% of marketers planning to invest more in video than any other media format. Podcasts will see the 2nd highest investment, with 10% of marketers investing more in audio content than any other media format.

Video will also grow the most among first-time users in 2023, with 1 in 3 planning to try leveraging video next year. Images (29%), blog posts (26%), interview (25%), and podcasts (24%) will also see high first-time use among marketers in 2023. 

You might also be wondering how often marketers publish content across these formats. 

One-third of marketers publish content a few times a week, while another third publish daily. Just 13% of marketers put out content multiple times a day.

We also asked content marketers about the biggest challenges they face with their content strategy. Content marketers are currently struggling most with creating content that gets high levels of engagement, reaching their target audience, finding ideas for new content, creating content that generates leads, and creating content that attracts traffic to their website. 

What are the Top Challenges Marketers Face?

The top challenges marketers are facing are generating traffic and leads, hiring top talent, pivoting their marketing strategy, training their team, keeping up with the latest trends, and increasing competition with other brands. 

While we ran this survey in late 2022, these challenges are fairly consistent with what marketers cited in the research we did for our State of Marketing Report, which you can download for free here.

Of the challenges marketers face, those they struggle with most right now are:

Updates to data privacy regulations, 
Growing a global audience, 
Using their CRM to its fullest potential
Sales/marketing alignment
A lack of high-quality data

When it comes to the biggest challenges marketers anticipate in 2023, keeping up with the latest trend tops the list, followed by increased competition, leveraging their CRM to its fullest potential, and having to pivot their marketing strategy.

Key Theme: Marketers Still Struggle to Understand Target Audiences

What’s stopping marketers from having the data they need on their target audience? 

The biggest challenges involve data privacy regulations, consumers being less trusting with their personal data, how fast their audiences evolve,, a lack of information on their shopping habits, and the technological issues and learning curves that come with collecting data.

If marketers are able to collect data with the tools and technology they have, data privacy regulations and consumer distrust in sharing personal data can cause marketers to miss critical information.  On top of that, poor data quality caused by these and other impacts noted above, can make it harder to keep up with the rapid changes happening in your targets’ lives.

While we surveyed general marketers for this portion of the report, we also did a follow up survey to learn about the key challenges and pain points executive and director+ marketing leaders are expecting to face. Check out this post, from our Act Like a Leader, Think Like a Leader blog series (fully launching Nov. 1), which includes tips from marketing execs and experts at companies like Microsoft, HubSpot, Help Scout, ZoomInfo, Sprout Social, and more.

Let’s dive more into how they performed in 2022 and how it compares to the data we collected earlier for our State of Marketing Report.  If you want to dive deeper into the challenges we’ve discussed above, check out this post.

In 2022, marketing goals revolved around increasing revenue/sales (27%), improving the customer experience (22%), boosting brand awareness/reaching new audiences (20%), as well as increasing engagement, and strengthening brand loyalty through customer relationships (18%). 

Marketers also focused their 2022 strategy on better understanding their customers, growing their social media following or community, and improving sales-marketing alignment. 

But in 2023, half of marketers say these goals will change.

For those marketers making a pivot, increasing revenue/sales still tops the list, but the focus will shift to improving sales/marketing alignment, fostering relationships with customers to increase brand loyalty, revving up advertising, improving customer understanding of their products/services, and understanding audience targets better.Setting goals is one thing, but meeting them can be challenging. Let’s get into the biggest challenges marketers are facing right now and the blockers they expect in 2023.

How are Marketers Performing in 2022?

With the year nearly over, we asked marketers to reflect on their 2022 marketing strategy, and 91% say what they’re doing has been effective. 

Just 2% called their strategies ineffective while 7% say their marketing efforts made no major negative or positive impacts.

Most marketers see their strategy as effective, so let’s dive into the marketing metrics or KPIs they use to measure their success.

The Most Important Marketing Metrics and KPIs

When it comes to measuring the effectiveness of their content marketing strategy, marketers say sales, web traffic, and social engagement are the most important metrics, followed by conversion rate, follower/subscriber growth, and lead generation. 

When planning out the next year’s goals, strategies and KPIs, especially without knowing if we are or aren’t going into a recession, you might ask yourself, “How we’ll I pay for these things? And what are other marketing teams doing. 

Next, let’s take a look at how marketing budgets have recently changed and will continue to change in the coming months. 

How are Marketing Budgets Changing?

54% of marketers saw their budgets stay the same from 2021 to 2022, while 39% saw an increase and just 8% report a reduction in budget.

For 2023, 47% of marketers expect their budget to increase, while 45% expect it to stay the same, and 7% think it will decrease.

When it comes to how that budget is invested, most (58%) marketers are somewhat confident when deciding how to invest their budget to maximize ROI, while just 28% feel very confident. About 14% do not feel confident in how they invest their marketing budget.

To round out the Marketing Trends 2023 report, we’ll dive into some work trends to understand how and where marketers are working this year.

Marketing Workplace Trends

In our State of Marketing Report published earlier this year, we revealed how marketers were thinking about their goals and what work they planned to do to get there. With this most recent survey, we dove into what that work and their work environment looks like.

Where Marketers Work

Whether by force or by choice, marketers are shifting back to the office in 2022. 80% of marketers are back in the office at least part-time, while just 20% are fully remote.

38% of marketers work in-office in 2022, a 73% YoY increase
42% of marketers work in a hybrid model in 2022, a 16% YoY decrease
20% of marketers work from home or remotely in 2022, a 29% YoY decrease

How Marketers Feel About There Workloads

When it comes to their workload, 70% of marketers describe their workload as high, while 26% say it is neither high nor low, and only 5% describe it as low. On top of that high workload, 46% of marketers say their workload increased from 2021 to 2022. 

The average marketer works on five campaigns at a time and a total of seven campaigns per quarter. Additionally, 42% of marketers say the number of campaigns they work on each quarter increased from 2021 to 2022. Marketers think their workload will increase again in 2023, when they expect to be working on nine campaigns per quarter.

The Biggest Timesuck for Marketers

Needless to say, marketers are strapped for time and they only expect their workload to keep getting heavier. To make matters more difficult, marketers spend an average of six hours per day on manual, administrative, or operational tasks, leaving them less time to do more impactful work. 

Luckily, automation is here to help – our data shows that marketers who report an effective marketing strategy this year are more likely to use automation in their role than ineffective marketers.

Biggest Marketing Takeaways for 2023

While you might think so much change has happened that the industry could eventually slow down – think again. In the most recent months, 20% of marketers have already had to pivot their plans due to the potential recession. 

Ultimately, our data shows that marketers who invest in understanding their target audience, the latest trends, and how their audience is changing will be most prepared to pivot their strategy and beat out their competition in 2023.

To wrap up, here are some highlights from each section that you should take away with you when planning a new year of marketing strategies:

Short-form video, influencer marketing, and social shopping/using DMs for customer service were the top trends marketers used in 2022 and could continue to gain steam in 2023.
Facebook takes the throne as the highest-ROI social media platform, but YouTube, Instagram, and TikTok will see more growth than Facebook in 2023.
Marketing budgets aren’t shrinking. Despite the pandemic, recession, data-privacy changes, and whatever else 2023 will throw at us, it seems marketers are actually being given funding needed to step up in unexpected or difficult times.
Marketing roles are shifting back to in-person. A whopping 80% of marketers are at least partially back in the office in 2022, while only 20% are fully remote.
Marketers have a high workload with no relief in sight. They reported workload increases from 2021 to 2022, and expect to see more pile up in 2023. Leveling up your automation tools can help you and your team spend more time on high-impact tasks.

Like what you’ve read and want more? Keep following the blog for even more coverage of this report, and check out our 2022 State of Marketing Report below to compare the 2022 data with the 2023 predictions above.

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How to Increase Email Sign-ups With Better Forms (+Examples)

In the last 12 months, 77% of marketers have seen an increase in email engagement. Cold prospects get to know and trust you, while you stay top of mind (or top of inbox). However, your team needs to drive signups to reap the benefits.

That all starts with your sign-up form. Better email sign-up forms can help grow your lists, increasing your brand’s engagement. See these email newsletter sign-up form examples for inspiration.

Table of Contents

What Is an Email Sign-up Form?

Ways to Increase Subscribers for Your Email List

Email Sign-up Form Best Practices

Great Email Newsletter Sign-up Form Examples

Building Better Sign-up Forms

The best thing about email opt-ins is that you can build a pipeline of leads to nurture. Over time, your email list can turn into a valuable source of revenue. Here are our tips for how to get more mailing list sign-ups.

1. Monitor your metrics.

Your conversion rate refers to the percentage of website visitors who convert on your opt-in. To calculate your conversion rate, divide the number of conversions from that form or offer by the amount of traffic to the page or post it’s on.

Let’s say you have two forms for the same newsletter. One form has a 3% conversion rate. The second converts .8% of page visitors. The form with the higher conversion rate generates more leads and produces more value for the sales team.

With 1000 website visitors, the first form would generate 22 more leads than the second. That’s why conversion rate optimization is so important.

2. Incorporate calls-to-action.

Conversions to your email sign-up form only happen if the form is seen. For this reason, you should be putting the opportunity in front of your website visitors.

Identify your highly visited pages and put your form or calls-to-action (CTA) on them to maximize visibility.

3. Investigate pipeline gaps.

If you don’t have a large amount of traffic, finding ways to increase it may be a more worthwhile activity. Conversions only happen when there’s an opportunity to convert. With no traffic, there’s no opportunity.

You won’t have the means to increase your conversion rate if the starting number is zero. If traffic is low, your conversion rates may not be statistically significant.

4. Use contrasting colors.

The last thing you want is for a potential subscriber to miss the opportunity to convert simply because they didn’t notice it was there. Use contrasting colors to make these conversion elements stand out.

For instance, in the example below, Kiss Metrics has identified correlations between specific colors and shopper psychology. Specific hues and contrasts elicit specific responses. Using color theory can encourage prospects to act.

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5. Consider placement.

Prominent page placement is a game-changer when it comes to increasing conversion rates on email sign-up forms. A form or call-to-action can go in many places, including:

The top of the page.
Within the text of the page.
In the sidebar.
At the bottom of the page.
As a pop-up generated from a user action.

You’ll want to test which placements work for your conversion rates. For example, if people aren’t making it to the bottom of a post, they may not see your call-to-action. Through testing, you’ll be able to determine the placements that work best for your audience.

6. Offer value and choice.

Today’s internet user knows handing over their email address may result in email solicitation or, in some cases, spam. That may not be your intention, but that doesn’t erase their caution. To overcome this caution, you must incentivize them to give it up.

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Promising high-value content that they want, providing social proof that your newsletter is valuable, holding giveaways or contests, and being transparent about what they can expect are all ways to provide the incentive.

Another option is to offer the user the choice of what type/category of content they’d like to receive. Nothing like autonomy to keep ’em coming back!

7. Reduce friction.

“Dollars flow where friction is low.”

— Brian Halligan, INBOUND 2019

The more friction that a visitor encounters, the less likely they’ll sign up.

One way that you can reduce friction is by removing form fields to make the process of signing up faster. The number of required form fields should be proportional to the amount of value you’re providing. Too many fields will cause the user to bounce. Instead, ask for less up front and have your team gather additional information after the individual has become a lead.

8. Try out different phrasing.

Don’t be afraid to scrap phrasing that is underperforming. Maybe the word “newsletter” fails to appeal to your specific audience. Switch it out with something different and monitor your metrics to see what happens.

9. Consider user intent.

Your website visitors landed on your page for a reason. If your offer doesn’t help them meet that need, they won’t be incentivized to convert.

For example, let’s say you have a blog post that compares your product or service to a competitor’s. The visitor arrived here because they want to see how well you match up with others in the industry.

If your on-page offer is an ebook with “Reasons Why You Should Buy [Product/Service],” you may fall flat. If the user is already comparing providers, they already know the value of the product or service. They’re just figuring out which provider to go with.

In this scenario, an offer suited to this intent, like a product demo, will work much better.

Consider the intent on your pages and craft offers that match up with that intent.

10. Minimize the number of forms and CTAs.

As the old saying goes, “A confused mind says no.” If you present website visitors with too many choices, you run the risk of driving them away completely.

Consider presenting one offer or conversion element per page. If that’s not possible, find other ways to reduce the confusion and make it clear exactly what you want the website visitor to do.

11. Use a form builder.

Some form builders (like HubSpot’s) can remove form fields if the CRM already knows the information. This clears the friction of the user typing that information again. Creating an easy user experience will increase your conversion.

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12. Use pop-ups.

Pop-ups may seem intrusive. However, when used correctly, they convert! By using a pop-up tool, offering something of value, and using specific triggers (such as exit intent), you can create a pop-up experience that isn’t annoying and generates leads.

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13. Test everything.

Testing has been mentioned already in a few of the tips above, but it stands to get its own section. Improvement doesn’t happen in a vacuum. By testing hypotheses and continuing to iterate improvements, you’ll learn about your audience and increase email sign-ups as a result.

A lead might provide their email address for any number of reasons — to receive details about sales, blog post notifications, a discount code, or information about your business. In any case, that makes your email sign-up form one of the most important things on your site.

Let’s go over some ways to create a sign-up form that will get more leads on your email list.

Whether you’re looking to reach ten people or ten million, you’ll need to create a sign-up form that gets people excited to sign up. Here are some best practices that will help you create a high-converting email sign-up form.

1. Clear Value Exchange

An email address is a valuable commodity. Your offering should be worth their while. Add a short description to the top of your email sign-up form that describes what your lead will get in return for signing up and make it good.

For example, instead of saying ”Sign up for our weekly newsletter” you should say, “Sign up for our newsletter to receive exclusive deals.” A strong incentive means your website visitors are more likely to convert.

Pro tip: Your leads should be able to answer the question, “What’s in it for me?” when they complete your form.

2. Double Opt-In

You don’t necessarily need more sign-ups. You need quality sign-ups. These quality sign-ups mean fewer fake leads wasting your time. Plus, there are fewer chances that you’ll end up in SPAM.

To ensure quality sign-ups on your form, consider using a double opt-in. This is the type of email subscription that confirms your lead wants to be added to your email list twice. The first time is when the lead enters and submits their information using your web form, and the second requires the lead to click an additional CTA (usually in their inbox) that confirms their submission.

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A double confirmation means a high-quality relationship with your leads.

3. Simplicity

Successful email sign-up forms are straightforward and clear. A lead should be able to look at the form, enter their information, hit “submit”, and carry on with their lives within a matter of seconds. If your form is too complex, you risk losing the interest of your website visitors.

Remember: Your email sign-up form is just a way for visitors to sign up for emails. Your team can build from there.

4. Place and Time

The placement of your email sign-up form on your website matters. Think about how you want your website visitors to find your form. Do you want your form to pop up on the page the second someone lands on your website? Do you want them to scroll down to the bottom of your homepage to find your form? Or do they need to land on a specific page on your site?

Form placement isn’t one-size-fits-all. Think about where most visitors land on your site, how your buyer personas want to interact with your brand, and the overall user experience.

Consider questions like, “Will my target audience get frustrated with a pop-up the second they enter our site, or will they find it helpful?”

5. Kickback Emails

Once someone completes your form, thank and welcome them.

A kickback email gives your new lead something in return for their information. In the case of an email sign-up, you’ll want to welcome your new lead and perhaps offer them links to useful content. Get them excited about their decision to give you their personal information.

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This is also where you can provide your new leads with their discount codes, details on future sales, access to exclusive communities, why you value their interest in your business, and how you will support them in the future.

Now that we’ve reviewed email sign-up form best practices, let’s dive into some examples. Here’s a collection of our favorite email newsletter forms and CTAs.

1. The Hustle

The Hustle website has an email sign-up form with a clear benefit statement. Any website visitor could look at this subscription landing page and understand what they will get from signing up in a matter of seconds.

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They also utilize the “Thank You” page to convey a direct statement of how the company values the subscriber’s time and will intentionally curate scheduled-themed content.

2. Blavity

When you head to Blavity’s website, the first thing you see is their email pop-up. That’s because their entire business revolves around a subscription. Blavity is an online publication that gathers top news stories from around the globe. The placement of their sign-up form fits with its offering.

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Blavity also has a landing page specifically devoted to email sign-up.

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3. Anthropologie

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Anthropologie places their email sign-up form towards the bottom of their homepage after users have had a chance to look around and become familiar with the site. Their sign-up form has a short description of what leads can expect once they sign up. Anthropologie also respects their visitors’ time by simply asking for an email address.

4. Lulus

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Lulus form is located towards the bottom of their homepage. Their email sign-up form gets website visitors excited about converting with an offer: a 10% discount code upon signing up.

The form is simple and only requires an email address. After form submission, new leads receive a kickback email that welcomes them and provides them with the code, as promised.

5. Quest Nutrition

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Quest Nutrition’s form is in a pop-up window that dims the background, eliminating any distractions. The form offers incentives like recipes, discounts, and surprises for visitors to sign up. Only an email address is required. Website visitors also have the option to bypass the pop-up and look around the site instead.

Email sign-up forms are a simple, efficient, and effective way to obtain leads, create more conversions, and increase your overall sales. You’ll reach your audience with email sign-up forms that are straightforward and embedded in a convenient location on your website.

So, take a few minutes to create your own email sign-up form and get started broadening your customer base, developing relationships with your potential customers, and increasing your number of leads today. From there, you can close the gap between lead and customer through email marketing.

Editor’s note: This post was originally published in October 2018 and has been updated for comprehensiveness.

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How to Create a Social Media Report [Free Template]

Social media is an undeniably powerful channel for marketing in 2020.

In fact, social networks are the biggest source of inspiration for consumer purchases, with 37% of consumers finding purchase inspiration through social channels.

However, if you’re using social media as a tool for organic exposure and brand awareness, rather than just a channel for paid ads, it can be difficult to track the success of your efforts.

As any social media manager knows, successful implementation of a social media strategy is contingent on countless factors — and all companies prioritize different channels, metrics, and criteria for success.

For example, is paid more important than organic to your business, and if so, to what extent?

Is more importance placed on audience engagement, or audience growth?

Has a posting cadence been directly tied to revenue?

With so many areas of focus for social media marketers, it’s crucial to choose, analyze, and report on your key social media metrics with a social media report.

A social media report can help you clearly convey what factors your social media team prioritizes, why those factors matter, and how you’re performing against those goals.

In this post, we’ll highlight the importance of a social media report, list the metrics you should consider including in one, and walk through a step-by-step process for building a social media report yourself.

For a quick and easy solution to your reporting woes, click here to download HubSpot’s Free Social Media Reporting Template.

Why Use a Social Media Report?

A social media report is the best way to distill the key metrics your social media team is tracking on a daily, weekly, monthly, quarterly, and/or annual basis.

Since social media encompasses so much, gathering and reporting on the data and channels that you’ve determined are most important for your business provides a lens of focus for your social media marketing team, and delivers a necessary high-level overview for leadership.

Social media doesn’t just affect marketing. Prospects ask questions, customers write reviews, and thought leaders follow you for company news. Because social media coincides with nearly every aspect of your organization, gathering and distributing the state of your social media channels is a move that shows transparency and encourages cross-company alignment.

You can also use a social media report to report on campaign-level analytics. If your social media account is serving as a cog in a larger company initiative, this report shows to what extent social media contributed to the project’s success.

Featured Resource: Free Social Media Report Template

HubSpot’s free social media report template has pre-made slides for you to report on all of your predominant social media metrics. Download the template today and simply plug in your own metrics to customize a social media report for your organization.

Social Media Metrics to Report On

Your business likely values some metrics over others when it comes to social media reporting. Likely, these metrics also vary between your channels — since LinkedIn doesn’t let you retweet, and Twitter doesn’t let you click a cry-face button.

Before you start reporting on your social media channels’ performance, read through this list of options of social media metrics so you can determine which ones you should include in your report.

1. Audience Size and Growth

This metric tells you how large your reach is and how quickly that reach is growing. This is typically seen as the core social media metric, as it shows how large of an audience you can leverage with your posts and content.

2. Cadence of Posts

A rather self-explanatory example, this metric represents how many times you posted in a given time period. This metric is usually compared alongside other metrics — such as engagement rates — to help you determine the right cadence for your audience.

This metric should also be channel-specific, because it makes sense to post more frequently on some channels than others.

3. Post Engagement

Post engagement measures how your fans and followers are reacting to your posts with likes, comments, and shares. A healthy post engagement suggests you have a loyal audience — and that your content is reaching them.

You can also track engagement as a percentage of your audience to determine engagement rate.

4. Mentions

One metric you have a little less control over is mentions. You can track mentions from customers, prospects, and even news outlets to gauge perception of your business and brand online.

5. Clickthrough Rate

When a post links to a page on your website, you can measure how many people and what percentage of your audience clicked through to the page. A strong clickthrough rate shows you’re sharing website pages that your audience finds relevant.

6. Conversions & New Contacts

Conversions comes into play if you’re using social media to generate leads, subscribers, or even customers. If you want to attribute contacts to your social media team’s efforts, make sure you’re using proper tracking and setting reasonable goals, as it’s rare in some industries to go straight from social media to becoming a customer.

7. ROI

Directly tracing ROI (return-on-investment) to social media efforts can be tricky. However, if you determine it’s worth reporting on this metric, make sure you have proper expectations set and attribution models established.

8. CPM / CPC

This metric is essential for monitoring the performance on your social media ads. If you’re solely reporting on organic social metrics, you can ignore this one.

9. Competitor Metrics

To provide a benchmark, consider analyzing the aforementioned metrics for your competitors. Obviously, these metrics can vary drastically based on publicity, paid budget, and the size of the company, but it’s still worthwhile to make the comparison.

How to Make a Social Media Report

Step 1: Choose Your Presentation Method

For consistency and clarity, make sure you’re using a social media report presentation, spreadsheet, or memo template. This way, each time you update your metrics, you’ll simply need to copy over your most up-to-date metrics onto that template rather than reinventing the wheel every time.

We suggest using a PowerPoint or Google Slide Deck template, because you can share it with your team via email, use it for an in-person meeting or presentation, or both.

Need a template to get started? Try this one.

Step 2: Determine the Metrics You’ll Be Reporting On

Like we’ve established, different companies and different social media teams value different social media metrics.

It’s your job to choose the metrics that matter most to your team and your organization.

Using the list from the section above, narrow down the essential metrics you believe are worth presenting to your team at large. Remember, you can change which metrics you report on for each of your organization’s social media platforms.

If your social media report is campaign-specific, reach out to the project stakeholders to see if they’re hoping to see reporting on any certain metrics in the social media report.

Pro Tip: For your first few ongoing social media reporting presentations, ask your peers which metrics they’d like to see, or which ones they need clarification on. Making these changes sooner rather than later helps you keep your team informed and engaged.

Step 3: Gather Your Data

Once you know what you’re reporting on and how you’re reporting it, it’s time to start collecting data.

When you’re first setting up your social media reports, create bookmarks for your data sources. Make a folder for the analytics page for each social media channel you’re analyzing and/or your social media reporting software for an all-encompassing view.

If you’re tracking click-throughs to your website, make sure you’re analyzing from a single master location, such as your tracking URL builder or your traffic tracking tool like HubSpot or Google Analytics.

Step 4: Add in Some Visuals

A chart of numbers on a slide deck is, well, pretty boring.

While a numerical chart is important for sharing as much info as possible in an organized way, using visuals is a better way to convey the growth and success metrics of your social media performance. Try incorporating one or all of the following into your social media reports:

Linear graphs to show followers over time.
Pie charts to show clicks to different pages of your website (blog pages vs. case studies, for example).
Bar graphs to show number of engagements on each platform.

These examples are more eye-catching than numbers on a slide and further illustrate what you want your team to walk away with. If data visualization is new to you, check out our Guide on Data Visualization for Marketers.

Step 5: Think of Your Story

A running social media report should always remind people about where you came from and where you plan on going. That said, make sure your reports make reference to how your numbers have changed since the last period of time on which you presented, in addition to why numbers have changed.

Did follower growth as a percent increase drop last month? Maybe that’s because one of your posts from the month before went viral and resulted in unprecedented growth that was impossible to match. Make that clear and add context to the numbers.

Additionally, each report should contain clear action items about how you plan to continuously improve your social media performance. Social media is constantly evolving, so your approach and strategy for it should, too.

Now that you’re equipped with the knowledge to build, design, and share your social media report, download your social media report template and get to work!

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10 Creator Economy Startups Marketers Should Know

As the creator economy continues to expand, so do the needs of content creators. Whether it’s crowdfunding, financial guidance, or new ways to connect — there are many moving parts content creators must consider to be successful. Fortunately, new creator economy startups are providing the tools, resources, and platforms needed to make the business side of content creation easier for digital creatives.

From marketplaces to website building tools to fresh opportunities to connect with followers — let’s explore several of the creator economy startups that are game-changers for content creators.

10 Startups Contributing to the Creator Economy

Huddles
Ko-fi
Fanhouse
Beacons
Pearpop
Buy Me a Coffee
Cameo
Passionfroot
Karat
Bildr

Top Creator Economy Startups

Here are 10 of the top creator economy startups boosting the creator economy:

1. Huddles

Originally called “Clash,” this video-hosting app was initially released in January 2020 as a successor to Vine. Like Vine, Clash allowed users to upload short-form videos between 2–16 seconds long. Clash rebranded to Huddles in August 2022 when the company decided it wanted to move away from “infinite scroll” feeds and avoid competition with TikTok.

Instead, Huddles allows content creators to upload short-form videos directly to their profiles or their Huddles group chats. Creators can also monetize their content on the platform by having fans pay monthly subscriptions to paywalled content or private conversations. The Huddles app is available on both iPhones and Androids.

Best for: Building a tight-knit community with followers and monetizing exclusive content.

2. Ko-fi

Ko-fi is a platform that allows people to make donations to its users, many of whom are creators. Creators often use the platform to supplement their income and fund upcoming projects. Ko-fi also features commissions and storefront options, which are popular features among artists looking to connect with their audience.

Speaking of connecting, Ko-fi can also function as a personal blog for creators to share updates with their fans and receive words of encouragement with donations. Also, creators aren’t required to post content regularly to get paid, allowing them to work and connect at their own pace.

Ko-fi doesn’t require subscription options, meaning it can act as a one-time digital tip jar. But perhaps the most popular aspect of Ko-fi is that it doesn’t charge fees, meaning the app doesn’t take a percentage of users’ donations.

Best for: Crowdfunding for projects, supplementing income, and keeping followers updated on the latest happenings involving their favorite creators.

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3. Fanhouse

Fanhouse is a subscription-based platform where content creators can monetize their social media presence. Creators can post content like videos, photos, and status updates to followers subscribed to their Fanhouse account. The app was founded by social media personality Jasmine Rice and her Twitter mutuals Khoi Le and Jerry Meng as an alternative to OnlyFans.

OnlyFans is also a subscription-based platform, but it’s often associated with creators in the adult entertainment industry — though other kinds of creators like celebrities and fitness influencers also use it. Rice was uncomfortable with the adult content on Onlyfans, so she decided to create Fanhouse, which prohibits nudity and sexual content.

Instead, Fanhouse operates pretty much the same as Twitter or Instagram if those apps were to become solely subscription-based. Furthermore, creators keep 90% of every paid transaction on the platform. Fanhouse only takes 10% to cover the cost of operating the platform.

Best for: Monetizing your social media content and building community. If you tend to go viral on Twitter or people genuinely enjoy your online personality, this platform can be a great way to generate income.

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4. Beacons

Beacons is a “link-in-bio” platform — like Linktree — creators can use to point their followers to a landing page with all their relevant links, such as their social media accounts, online shops, and website. Like other link-in-bio platforms, Beacons allows users to build their profile and customize its appearance to their liking.

However, what separates Beacons from other similar platforms is its donations and e-commerce features. These features allow creators to raise money via donations or sell digital products like ebooks, artwork, and videos.

Best for: Keeping all of your online accounts in one place for your followers to access, and it’s a great place to raise money or sell digital items.

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5. Pearpop

Pearpop is an online marketplace that connects brands and creators for projects like campaigns and brand deals. Its most notable feature is Pearpop Challenges, allowing brands to instantly launch creator campaigns on demand. Famous faces on Pearpop include Tony Hawk, Heidi Klum, and Snoop Dogg.

Best for: Content creators and brands looking for collaborators for campaigns and deals.

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6. Buy Me a Coffee

Buy Me a Coffee is a crowdfunding company that allows creators to collect donations from supporters. Similar to Ko-fi, donators can also send encouraging messages along with donations. The company charges no monthly fees; however, it charges a transaction fee of 5 percent of any support a content creator receives.

Best for: Crowdfunding for projects and getting feedback from supporters.

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7. Cameo

Cameo is a unique app where content creators, influencers, and celebrities record personalized messages for fans upon request. Users can pay as little as $20 to have their requests accepted. The most popular requests are birthday shout-outs, catchphrases, and congratulations.

Best for: Connecting with fans and supplementing income.

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8. Passionfroot

Passionfroot is a digital workspace where creators can keep track of projects and clients and manage their finances. The platform is browser-based and a no-code tool. Passionfroot charges creators based on a three-tiered pricing structure for its software.

Creators can also open a digital storefront to field requests and manage operations like invoicing. Creators should note that the platform also takes a small percentage of every transaction.

Best for: Keeping organized and expanding your business.

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9. Karat

Karat is a financial service for content creators. According to its website, “Karat provides customized financing, rewards, and support for creators so you can access more money as you grow.”

Karat offers bookkeeping services, tax preparation, business expense cards, and more geared toward the unique financial needs of content creators.

Best for: Managing finances and filing tax returns correctly because many content creators do not have the resources to file their income as an entrepreneur properly.

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10. Bildr

Bildr is a no-code website and app builder with many tools creators can use to create their own digital space. Creators can use Bilder to make web apps, Saas products, and Chrome extensions.

Best for: Building and customizing your website and apps, especially if you don’t know how to code.

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Now that you know the tools and resources available to creators via the above creator economy startups, you can find new ways to expand your business and reach your goals. Which of the above startups do you want to try out?

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How to Develop a Content Strategy in 7 Steps: A Start-to-Finish Guide

Whether you’re just starting out with content marketing or you’ve been using the same approach for a while, it never hurts to revisit your content strategy plan and make sure it’s up-to-date, innovative, and engaging for your prospects and customers – no matter when or how they intend to buy.

If you’re having trouble planning for the upcoming year or need some fresh ideas to include in your plan, read on.

In this post, we’ll dive into what content strategy is, why your business needs a content marketing plan, and what steps you need to take to create your strategy. Plus, we’ll explore some examples of effective content marketing strategies for inspiration.

Say your business goals include increasing brand awareness. To achieve this, you might implement a content strategy that focuses on SEO to increase your website’s visibility on the search engine results pages (SERPs) and drive traffic to your products or services.

New business owners might assume a content strategy is a nice-to-have, but not necessary early on. However, producing high-quality content can be invaluable in building trust with new audiences and succeeding in the long haul.

In essence, a good content strategy is the foundation of your Attract and Delight stages in a buyer’s journey that follows the inbound marketing framework. Along with attracting prospects to your brand, you can leverage a content strategy for sales enablement and customer satisfaction.

Plus, with 70% of marketers actively investing in content marketing, it’s critical that you develop a good content strategy to compete in your industry.

When you develop a content strategy, there are a few questions to answer. Let’s dive into those, now.

1. Who will be reading your content?

Who’s the target audience for your content? For how many audiences are you creating content?

Just as your business might have more than one type of customer, your content strategy can cater to more than one type of user.

Using a variety of content types and channels will help you deliver content that’s tailored to each persona.

2. What problem will you be solving for your audience(s)?

Ideally, your product or service solves a problem you know your audience has. By the same token, your content coaches and educates your audience through this problem as they begin to identify and address it.

A sound content strategy supports people on both sides of your product: those who are still figuring out what their main challenges are, and those who are already using your product to overcome these challenges.

Your content reinforces the solution(s) you’re offering and helps you build credibility with your target audience.

3. What makes you unique?

Your competitors likely have a similar product as yours, which means your potential customers need to know what makes yours better — or, at least, different.

Maybe your main asset is that your company has been established for many years. Or perhaps you have a unique brand voice that makes you stand out from your competitors.

To prove why you’re worth buying from, you need to prove why you’re worth listening to. Once you figure that out, permeate that message in your content.

4. What content formats will you focus on?

To figure out what formats to focus on, you need to meet your audience where they are.

While you may to tempted to launch a podcast since it’s grown so much in the last few years, or launch a YouTube channel, find out first where your audience lives.

Otherwise, you may waste time creating content that either won’t reach your audience or capture their attention.

Once you identify the best formats, start creating a budget to assess what resources you can allocate to execute this strategy.

5. What channels will you publish on?

Just as you can create content in different formats, you’ll also have various channels you can publish to, from your website to social media.

This, again, will reflect where your audience lives. If your audience prefers long-form video content, you may opt to publish your content on YouTube. If you have a younger audience that likes quick content, you may opt for TikTok and Instagram.

We’ll talk more about social media content strategy in the step-by-step guide later in this article.

6. How will you manage content creation and publication?

Figuring out how you’ll create and publish all your content can be a daunting task.

Before you execute, it’s important to establish:

Who’s creating what.
Where it’s being published.
When it’s going live.

In a small team, this may be easy enough as you may be the sole decision-maker. As your company grows, you may need to collaborate with several content teams to figure out an effective process.

Today’s content strategies prevent clutter by managing content from a topic standpoint — as explained in the video above. When planning a content editorial calendar around topics, you can easily visualize your company’s message and assert yourself as an authority in your market over time.

Why Marketers Need to Create a Content Marketing Strategy

Content marketing helps businesses prepare and plan for reliable and cost-effective sources of website traffic and new leads.

If you can create just one blog post that gets a steady amount of organic traffic, an embedded link to an e-book or free tool will continue generating leads for you as time goes on — long after you click “Publish.”

HubSpot‘s blog team found this to be key to increasing traffic to the Sales Blog over time – read about our blog strategy here.

The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content.

Plus, your content won’t just help attract leads, it will also educate your prospects and generate awareness for your brand.

Now, let’s dive in to learn the specifics of how to create a content marketing plan. Curious how our former HubSpot Head of Content SEO Aja Frost put together our content strategy? Here it is.

1. Define your goal.

What’s your aim for developing a content marketing plan? Why do you want to produce content and create a content marketing plan?

Know your goals before you begin planning, and you’ll have an easier time determining what’s best for your strategy.

Download this goal planning template for help figuring out the right content goals.

2. Conduct persona research.

To develop a successful plan, you need to clearly define your content’s target audience — also known as your buyer persona.

This is especially important for those who are starting out or are new to marketing. By knowing your target audience, you can produce more relevant and valuable content that they’ll want to read and convert on.

If you’re an experienced marketer, your target may have changed. Do you want to target a new group of people or expand your current target market? Do you want to keep the same target audience? Revisiting your audience parameters by conducting market research each year is crucial to growing your audience.

Featured Tool: Buyer Persona Generator

3. Run a content audit.

Early on, most brands start with blog posts. If you want to venture out into different formats, you can run a content audit to assess your top-performing and lowest-performing content. Then, use that information to inform which direction you take next.

If you’ve been in business for a while, you should review your content marketing efforts and the results from it in the last year.

Figure out what you can do differently in the upcoming year and set new goals. Now is a great time to align your team’s goals with the rest of your organization’s goals.

Whatever stage you’re in, a content audit will help you determine what resonates best with your audience, identify gaps in your topic clusters, and brainstorm fresh content ideas.

4. Choose a content management system.

A few vital parts of content management include content creation, content publication, and content analytics.

You want to invest in a CMS to create, manage, and track your content in an easy and sustainable way.

With the HubSpot CMS, you can plan, produce, publish, and measure your results all in one place.

Another popular CMS is WordPress, to which you can add the HubSpot WordPress plugin for free web forms, live chat, CRM access, email marketing, and analytics.

5. Determine which type of content you want to create.

There are a variety of options out there for content you can create, from written content like ebooks and blog posts to audio content like podcasts.

In the next section, we’ll discuss some of the most popular content formats marketers are creating, including some tools and templates to get you started.

6. Brainstorm content ideas.

Now, it’s time to start coming up with ideas for your next content project.

Here are some tools to get the juices flowing.

1. Feedly

The Feedly RSS feed is a wonderful way to track trendy topics in your industry and find content ideas at the same time.

You start by telling the software what topics you’re most interested in and its AI tool will do the rest.

You won’t need to scour the internet to find new content ideas anymore. Instead, you can go through your curated list, compiled from news sites, newsletters, and social media. 

2. BuzzSumo

Want to discover popular content and content ideas? This company offers a number of market research tools, one of which uses social media shares to determine if a piece of content is popular and well-liked.

This information helps you see which content ideas would do well if you were to create content about them.

3. BlogAbout

Get your mind gears going with IMPACT’s blog title generator. This tool works a bit like Mad Libs, but instead of joke sentences, it shows you common headline formats with blanks where you can fill in the subject you have in mind.

This brainstorming technique helps you put general ideas in contexts that would be appealing to your target audience. Once you have a headline you like, BlogAbout lets you add it to your “Notebook” so you can save your best ideas.

4. CoSchedule Headline Analyzer

You can get blog post ideas for an entire year with HubSpot’s Blog Ideas Generator. All you need to do is enter general topics or terms you’d like to write about, and this content idea generator does all the work for you.

This tool analyzes headlines and titles and provides feedback on length, word choice, grammar, and keyword search volume.

If you have an idea in mind, run a few title options through the Headline Analyzer to see how you could make it stronger, and to move your idea further along in the brainstorming process.

5. HubSpot’s Website Grader

This is a great tool to use when you want to see where you’re at with your website and SEO efforts. The Website Grader grades you on vital areas of your website performance and sends you a detailed report to help you optimize.

With this tool, you can figure out how to make your website more SEO-friendly and discover areas of improvement.

7. Publish and manage your content.

Your marketing plan should go beyond the types of content you’ll create – it should also cover you’ll organize your content.

With the help of an editorial calendar, you’ll be on the right track for publishing a well-balanced and diverse content library on your website. Then, create a social media content calendar to promote and manage your content on other sites.

Featured Tool: Free Editorial Calendar Templates

Download for Free

Many of the ideas you think of will be evergreen (i.e.: just as relevant months or years from now as they are today). That being said, you shouldn’t ignore timely topics either. While they may not be the bulk of your editorial calendar, they can help you generate spikes of traffic.

Most people count on incorporating popular holidays, like New Year’s, in their marketing efforts, but you don’t have to limit yourself to these important marketing dates.

If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. Check out this ultimate list of social media holidays — keep an eye on it when you’re planning your calendar.

Content Marketing Strategy Template

Ready to get started with your own content marketing strategy? Download this helpful workbook.

It includes key readings and activities to help you fine-tune your plan and develop a robust strategy. You’ll learn how to:

Generate content ideas.
Create topic clusters and pillar pages. 
Promote your content. 
Repurpose your content based on your needs. 

Content Marketing Strategy Examples

To understand what a content strategy is, let’s explore some examples of real-life content strategies based on a few various business goals.

Let’s start with Evernote, a note-taking app, that developed an SEO-driven content strategy to attract new prospects to their website.

I’m a huge fan of Evernote’s blog, which offers a wealth of knowledge around the topic of productivity. The blog post, How To Stay Disciplined When Times Are Tough, made me laugh out loud – and incentivized me to grab a pen and write down some of the tips I liked best.

But why is a company that sells a note-taking app writing about discipline?

Because it’s how I found their website when I searched “How to stay disciplined” on Google.

People interested in reading content related to productivity are likely the same people interested in downloading Evernote’s note-taking product.

On the contrary, if Evernote’s marketing team simply created content for the sake of increasing traffic – like publishing “Our 10 Favorite Beyonce Songs” – it wouldn’t be considered a content strategy at all, it would just be content.

A strategy needs to align content with business goals. In Evernote’s case, the strategy aligns content (blog posts on productivity) with the business goal of attracting leads (people interested in note-taking) to their site.

Let’s take a look at another example to see how a good content strategy can help businesses with sales enablement.

Consider the following scenario: A prospect calls a sales representative at Wistia and asks questions related to Wistia’s video hosting service. As the Wistia sales rep speaks with her, he learns her business is using a few other tools to convert leads into sales, including Intercom.

Bingo.

Once the call ends, the sales rep sends the prospect a follow-up email with a blog post about Wistia’s integration with Intercom, which enables Intercom users to further personalize messages to prospects based on video-watching data they collect through Wistia.

This is a prime example of how you might use a content strategy as a sales enablement tool.

On the surface, it might seem odd that Wistia has dedicated content regarding another business’ tool. However, this content is a great resource for Wistia’s sales team, particularly when prospects have concerns regarding how Wistia’s product can integrate with their existing software or processes.

Now that we’ve explored a few examples of content strategies, let’s dive into the types of content marketing assets you can develop.

These are the eight most popular types of content marketing you can create for your readers and customers.

1. Blog Posts

If you haven’t already noticed, you’re currently reading a blog post. Blog posts live on a website and should be published regularly in order to attract new visitors.

Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites.

We recommend that blog posts be between 1,000 and 2,000 words in length, but you should experiment to see if your audience prefers longer or shorter reads.

Featured Tool: 6 Free Blog Post Templates

Check out our free blog post templates for writing great how-to, listicle, curation, SlideShare presentation, and newsjacking posts on your own blog.

2. Ebooks

Ebooks are lead generation tools that website visitors download after submitting a lead form with their contact information. They’re typically longer, more in-depth, and published less frequently than blog posts, which are written to attract visitors to a website.

But ebooks aren’t only effective for the top of the funnel.

As Nora Leary, Growth Director at Ironpaper, Inc., notes, “Ebooks serve different purposes at varying stages in the buyer’s journey.”

She told me, “Awareness-level ebooks help educate the prospect about a certain pain point and are an excellent lead capture tool. The content should remain introductory and informational.”

Leary adds, “Ebooks can convert leads in the funnel by offering them useful tools as prospects consider their needs more in-depth. An ebook here might dive deeper into a particular problem and solution options and include templates or calculators.

[Lastly,] ebooks further down the funnel should become more personalized and offer more sales content. Comparison guides or an ebook of case studies are beneficial for prospects at this stage.”

Ebooks are the next step in the inbound marketing process: After reading a blog post. such as this one, visitors might want more information.

This is where calls-to-action (CTAs) come into play, directing people to a landing page where they can submit their contact information and download an ebook to learn more valuable information for their business. In turn, the business producing the ebook has a new lead for the sales team to contact.

Featured Tool: 18 Free Ebook Templates

Download for Free

3. Case Studies

A case study allows you to tell a customer story and build credibility in the process.

A case study is perhaps your most versatile type of content marketing because it can take many different forms — some of which are on this list. That’s right, case studies can take the form of a blog post, ebook, podcast, even an infographic.

The goal is to demonstrate how your product helped real-life companies succeed. Before choosing a customer for a case study, you should determine to which business area you’re trying to drive value.

Featured Tool: 3 Free Case Study Templates

Download for Free

4. Templates

Templates are effective content marketing examples to try because they generate leads while offering tremendous value to your audience.

When you provide your audience with template tools to save them time and help them succeed, they’re more likely to engage with your content in the future.

5. Infographics

Infographics can organize and visualize data in a more compelling way than words alone.

These are great content formats to use if you’re trying to share a lot of data in a way that is clear and easy to understand.

Featured Tool: 15 Free Infographic Templates

If you’re ready to get started, get our templates for creating beautiful infographics in less than an hour.

6. Videos

Videos are a highly engaging content medium and are shareable across social media platforms and websites alike.

Videos require a bigger investment of time and resources than written content, but as visual content continues to offer big ROI, it’s a medium worth exploring.

Featured Tool: Free Video Marketing Starter Pack + Templates

Download for Free

7. Podcasts

Starting a podcast will help audiences find your brand if they don’t have time or interest in reading content every day.

The number of podcast listeners is growing — in 2021, there was a 10% year-over-year increase in U.S. podcast listeners.

If you have interesting people to interview or conversations to host, consider podcasting as another content format to experiment with.

Featured Tool: How to Start a Podcast [Guide + Templates]

Download for Free

8. Social Media

Once you’ve been regularly publishing content on your own site for a while, start thinking about a social media strategy to distribute your content on social media.

In addition to sharing your content, you can also repurpose it into new formats and create original content specifically for each platform.

Posting on social media is pivotal to amplifying your brand’s reach and delivering your content to your customers where you know they spend their time. Popular social networks include:

Facebook
Instagram
Twitter
LinkedIn
Pinterest
Snapchat
YouTube

When launching a business account on any of the social networks above, adjust your content to the platform.

On Instagram, for example, users want aesthetically pleasing visuals. With feeds, IGTV, Stories, you have a lot of room to play with. TikTok, on the other hand, appeals to a younger demographic that wants trendy, funny, and creative short-form video.

Do some market research to discover which platforms your buyers are on, and mold your content to their expectations.

It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won’t be a hassle if you follow the steps and explore the resources here.

Editor’s note: This post was originally published in September 2018 and has been updated for comprehensiveness.

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How to Promote Your Business on Facebook

I was only 12 years old when Facebook became available for anyone with a valid email address.

By the time I was 14, one of the top trends was to create a fan page that anyone could follow. I remember that feature being used by friends as a way to tell jokes and post funny content.

But things are a bit more sophisticated in the world of social media nowadays.

Now, Facebook is a great place to advertise your business and interact with prospective and current customers.

Below, let’s discuss how you can use Facebook to promote your business.

1. Sign up for a business page.

The first thing you need to do is create a business page. This is a simple process. All you have to do is log on to Facebook, click “Pages” in the left sidebar, and then “Create New Page.”

To get started, you’ll upload a profile picture, a cover photo, and basic information about your business. This will include what type of business you run whether you run a B2B business, a local business, or an ecommerce site.

Once you sign up, it’s smart to start optimizing your page.

2. Optimize your profile.

Now that your profile is up and running, you’ll want to optimize your page. This means writing your About section, adding business information like your website and business hours, and including a call to action button such as “Book Now,” “Shop Now,” or “Sign Up.”

Additionally, you’ll want to draft several posts that will engage your audience. Think about what type of posts they might like on social media. How are they interacting with your competitors? What posts perform well for your competition? This is the type of content you’ll want to model yours after.

Now that you’ve built and optimized your business page, it’s time to engage with your community.

3. Be active in Facebook groups.

A great way to promote your business on Facebook is to participate in Facebook groups. You can engage with public groups or join private Facebook groups.

To get started with this, you’ll want to consider what type of groups your audience would be a part of. Once you’ve finished brainstorming, you can join the same communities that your audience is active in.

4. Create your own Facebook group.

While it’s important to engage with your audience where they’re at, it’s also important to attract your audience to your own pages. You can do this with your own Facebook group.

Krystal Wu, a social media community manager at HubSpot, says, “Facebook Groups allow our audience to connect with each other and have valuable discussions. Businesses who center a Group around their brand or industry can build a community around it — making our brand and products even more valuable to potential customers.”

5. Promote events.

Another way to promote your business on Facebook is to use the social media platform to promote your events. If you’re a local business, this is especially important.

Attracting people to an event can feel like an undertaking, and you need to use all the tools at your disposal to promote it. That’s why you should post your event on Facebook and also plan an ad campaign.

6. Interact with your followers.

This might seem like social media 101, but it’s important to interact with your followers. The best way to get engagement on social media is to make sure your posts show up for your followers. To do that, you need to create interaction. Make sure you answer questions, respond to comments, and participate in your online community.

7. Use live streaming.

Facebook live is an excellent tool to promote your business and provide valuable content to your audience. You can use this feature to showcase your company culture, host a panel discussion on industry topics, or even display your industry expertise.

Additionally, you can host events virtually on Facebook live as a way to interact with your audience that can’t be at an event in person. This is a great way to promote your business because going live will notify your followers and prompt them to engage with your page.

8. Run Facebook ads.

One of the best ways to promote your business with Facebook is to use Facebook ads. The social media giant has created one of the most popular ways to reach your audience with its advanced targeting options.

To get started with ads, you can review this lesson from Facebook directly. Make sure that you review the types of Facebook ads and various bidding strategies to help you succeed.

9. Talk about your company culture.

When you post on social media, your content should promote your overall brand messaging. A great way to do this is to talk about your company culture. Showcase your employees and their day-to-day tasks.

You can also use Facebook as a recruitment tool, hosting panels on what it’s like to work at your company, or posting jobs right on your business page.

10. Manage contests and giveaways.

Encouraging engagement is one of the main objectives of Facebook promotion. To do this, you can host contests and giveaways that your audience will want to participate in. This will help increase brand awareness and encourage interaction from your followers.

11. Have a customer service representative field comments and requests from customers.

Social media is a great way for your customers to get in touch with you. However, if they choose to reach out to you on Facebook, you need to be prepared to answer their questions and address their requests. To do this, consider having a few people from your customer service team answer messages or comments from your customers.

12. Post valuable content.

Ultimately, the best way to promote your business on Facebook is to provide valuable content for your audience. Content is what attracts people to your social media profile and is the way you’ll build an audience online. You’ll want to include different types of content including images, videos, text, Stories, or even polls.

Facebook is an essential part of your social media marketing. No matter what type of business you’re running, it’s important to develop both organic and paid social media strategies to promote your business on Facebook.