Author: Franz Malten Buemann

Last Updated on June 21, 2022 by Rakesh Gupta Big Idea or Enduring Question: How to use Custom Labels in Lightning Web Components? Objectives: After reading this blog, you’ll be able to: Understand the purpose of custom label Create custom labels and add translation to it Import custom labels in
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Hi everyone, i have some free time, so i can help with marketing automation. I am experienced in that, i know everything from integration (javascript, python, API, html+css, SQL), to creating campaign, data analysis, optimization and auditing. I have many certificates, i dont know every tool out there, but i am very fast in learning. If you have anything for me, we can talk about it. submitted by /u/Sonny-Orkidea [link] [comments]

Newsflash! We have a brand-new integration that enables you to publish content directly from Buffer to TikTok. Read on for more details.You might have noticed that we’ve started talking about TikTok more on our blog, in our emails, and on social media. It’s arguably the most exciting platform for any creator or brand looking to build an audience organically, and fast. You don’t need a big budget or fancy visuals either. Take this small landscaping business in Ohio for example. It has nearly half a million followers!We’ve also been thinking deeply about TikTok from a Buffer customer’s perspective. How can we help our customers build a consistent presence on TikTok?Back in February, we launched TikTok Reminders, a mobile-only feature to plan videos ahead of time. This was our first foray into supporting TikTok marketing, and one of our goals was to learn more about the needs of our customers. When we asked for feedback, the overwhelming response was:We should provide scheduling options from desktop, too.We should add an integration to publish videos directly to TikTok (if possible).After reviewing all the replies to our call for feedback, we immediately started looking into expanding our TikTok capabilities. Today, we’re excited to introduce a brand-new integration that enables you to upload content directly from Buffer to TikTok.Scheduling TikTok content with BufferThe top reasons why people use Buffer are to manage all social content in one place and plan posts ahead of time. This new integration enables you to connect your TikTok account to Buffer so that you can plan and share content directly from Buffer to TikTok, alongside all your other channels. You won’t need to manage any reminders; Buffer will automatically publish your scheduled videos on your behalf.Here’s how it works in three simple steps:Step 1 – Connect your TikTok account to Buffer. You’ll need a TikTok business account. If you have a personal TikTok account, it’s easy to switch to a business account. Learn how in this help center article. Step 2 – Create and schedule TikTok content. Use the Buffer composer to create TikTok content and schedule it for your preferred time.Step 3 – Review and edit your scheduled post if necessary. You can make changes to drafts and scheduled posts any time before it’s due to be published.You can also connect, schedule, and edit TikTok content using our iOS and Android apps. Need help? Check out our help center guide.Available on all plansYou can connect TikTok as a channel on any Buffer plan, including our free plan. We also have a bunch of handy TikTok marketing resources, especially if you’re just getting started on the platform.The Ultimate TikTok Marketing GuideAsk Buffer: Is It Too Late to Get Started on TikTok? (Spoiler: it’s not!)How to Use TikTok for Business: A Beginners Guide6 Ways You Can Make Money on TikTokHow to Put a Link in Your TikTok BioThe 9 Most Interesting Creators on TikTok and What They’re Doing RightOver to youWhat other TikTok features would you like to see in Buffer? What are your favorite TikTok strategies and tips? Send us a tweet or tag us in a TikTok!

Hi folks, I’m doing some user research and I’d like to map every workflow use cases when doing B2B marketing. Why do you use them? Enrich? Automate at a precise time an email? Send series (couple of emails)? At which stage of the buyer journey? Depending on what? Content, action,…? Thanks a lot! submitted by /u/BenCo8_ [link] [comments]

There’s no shortage of advice in the blogosphere on how and where to spend your time on social media. How organizations are actually spending their time online, however, is a different story.
Unlike most marketing campaigns you see looking to get you using a product or service, non-profit social marketing is all about getting you to take action for a cause.

Often, non-profit organizations are tight on resources and don’t always have the ability to produce large, high-visibility campaigns. That’s where social media can help. Let’s dive into the social media platforms that non-profit orgs can leverage today.
How Non-Profits Leverage Social Media
There are three major ways that non-profit organizations can use social media to get the word out on causes that matter.
The first is through social challenges.
Think back to 2014 when the ice bucket challenge went viral. This challenge involved taking a bucket full of ice water and pouring it onto yourself, posting it on social media, donating to the cause, then nominating friends and family to follow suit.
This challenge, designed to raise awareness of ALS or Lou Gherig’s diseases, spread like wildfire through social media and helped the ALS association increase its annual funding by 187%.

 

 

 

 

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A post shared by Air Force Wrestling (@af_wrestle)

Social challenges are fantastic for two reasons: They usually involve doing something funny which increases their viral potential and they invite people to join in.
Another marketing tactic non-profit organizations use is user-generated content.
Social proof is used in marketing all the time to foster trust between a brand and its target audience. Brands often do this by sharing customer reviews.
Non-profit orgs can also use social proof to drive action.
In 2021, Habitat for Humanity included drawings done by children of Habitat homeowners sharing messages of hope, strength, and resilience.
For non-profits, the best stories come directly from the beneficiaries themselves. Everything from a video to a handwritten message can be used to show how impactful the work is.
TikTok
When it comes to non-profit marketing, TikTok is a great platform to raise awareness. It’s particularly helpful for reaching a younger audience, like Gen Z and Millennials.
According to TikTok, users made close to 75,000 donations on the platform in 2021 for causes ranging from fighting hunger to humanitarian relief efforts.
The social platform arms non-profit organizations with features that help them generate interest in their causes and fundraise.
For instance, in April 2020, TikTok introduced donation stickers that could be added to videos, live streams, and profiles.

They work with a third-party platform called Tiltify to process donations securely. As such, non-profit organizations that want to use this functionality must go through an approval process by Tiltify.
In addition, TikTok has also financially contributed to these organizations, recently donating $7 million to #GivingTuesday initiatives and matching donations when users use branded hashtags.

@siennamae
#duet with @samsmith
♬ original sound – Sam Smith

Meta
Similar to TikTok, the social media platforms under Meta – notably Instagram and Facebook – also offer non-profit friendly features that facilitate donations and promote awareness.
To access these features, organizations must be eligible and sign up for charitable giving tools on Facebook.

Once that’s done, they’ll have access to a series of tools, such as:

Donation buttons that they can add to their profile and share during live streams.
Page fundraisers
Volunteering sign-up forms
Profile support buttons

You can find a list of tools by Meta here.
In addition to providing these tools, Meta has also contributed to many campaigns. Last year, on Giving Tuesday, the company matched up to $8 million in donations made to fundraisers on Facebook.

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To celebrate Instagram’s 11th anniversary, the social platform also matched fundraisers up to $50,000 from seven top creators on the platform through Giving Tuesday.

 

 

 

 

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A post shared by Instagram’s @design (@design)

While TikTok, Instagram, and Facebook currently offer the most advanced features for non-profits, organizations can still leverage other social platforms like Twitter and Clubhouse to drive awareness and action. However, if you’re a new org looking to gain some traction, these are great places to start.

Language has the ability to build relationships and forge connections, but it’s equally liable for creating barriers and impacting someone’s sense of belonging. 
Using inclusive language, and having workplace conversations devoid of exclusive language, means employees are more likely to feel like they belong and can be their authentic selves at work. 
Here we’ll explore what inclusive language is and provide examples to ensure you create an inclusive workplace and inclusive marketing material and 2022 and beyond. 
 

To explore how you might promote inclusive language at your organization, I spoke with some experts at HubSpot who have first-hand knowledge of incorporating inclusive language into their processes, products, and overall team culture.
For instance, Hannah Fleishman, who led the charge on updating HubSpot’s Careers website to be more inclusive, told me, “Language has a big impact on our sense of belonging in the workplace. The challenge is, language is nuanced. The changes we should consider making to how we talk and write are often subtle.”
Melissa Obleada, an Associate User Experience Researcher at HubSpot, echoes this thought, mentioning, “Many of us don’t realize that our language has additional meaning hidden between the lines. Certain words can imply a certain age, gender, educational background, social class, and so much more. We see this a lot in the ways many folks write job descriptions.”
Consider, for instance, the last time you were in a meeting and a leader said, “Okay, guys, let’s get started” — do you think that automatically made female colleagues feel a little less-welcomed than their male peers? Would it have been better if he’d said “ya’ll” or “everyone”?
Alternatively, imagine you’re hiring a new person on your team and your boss tells you, “We’re looking for a good culture fit.” You know most people on your team are extraverted — does that make you unfairly biased during interviews as you seek out a “good culture fit” by looking for candidates that mirror your colleagues’ personality type?
Beth Dunn, Marketing Fellow at HubSpot, wrote a Medium piece on the topic of instilling a human voice in product content, and said, “Try not to present the privileged, tech-savvy, wealthy, able-bodied, white, cisgendered, anglo-centric male experience as ‘standard’ and everything else as ‘other’ or ‘diverse.’ Seek ways to place the ‘other’ in the center of things instead.”

Additionally, Dunn told me, “What’s great is that the English language is such a flexible, expressive language, so there are all sorts of ways to say what you need to say without indicating anything that might be exclusive. It just takes a little imagination, empathy, and practice, that’s all.”

Take job descriptions as an example — you might’ve heard by now that women only apply for jobs when they feel they’ve met 100% of the requirements, while men will apply when they feel they’ve met 60% of them.
Fleishman suggests, “Try to avoid writing job descriptions with unattainable requirements. Using more inclusive language can be like building a new muscle; you need to get in the habit of recognizing nuances and asking yourself if what you’re saying, or writing, is accessible for everyone.”
Obleada adds that it’s not just job descriptions that you should edit for inclusivity — it’s all communication, whether through email, Slack, text, Facebook, or in-person: “When it comes to implementing inclusive language, it takes practice to shift your typical ways of speaking and writing.”
To monitor whether your communication is exclusive to certain groups, you’ll want to look at resources and tools online. For instance, Textio is an augmented writing tool that identifies whether you’re using gendered language in your writing or words with a strong feminine or masculine association. This can be undeniably helpful for both job descriptions and even emails to colleagues.
Additionally, you might consider taking a look at the Conscious Style Guide, a resource on conscious language that breaks down exclusive language into categories, including age and disability.
Finally, to identify your own implicit biases, try taking a Hidden Bias Test, like this one created by Psychologists at Harvard, the University of Virginia, and the University of Washington, to uncover how your biases might be inhibiting you from expressing yourself more inclusively.
If this all sounds like a lot of work to you, it’s important to note — this isn’t just about creating a more inclusive environment at work. It’s also critical for your company’s bottom line, particularly if you work for a global company or plan to expand your offerings to other regions in the future.
Obleada explains it like this: “For some, writing and speaking inclusively may feel like a restrictive set of rules, hindering instead of helping us. In reality, it’s just the opposite.”

“Inclusive language opens up and amplifies your message to more people, making your blog post, job description, or website copy more accessible than before.”

Next, let’s explore some inclusive language examples in-practice.

1. Avoid company or team acronyms.
Fleishman told me, “Acronyms have become part of most companies’ vocabulary, but they can be alienating for new employees, candidates, or global teams.”
I personally remember how frustrated I felt when I first joined my team at HubSpot and everyone kept saying “TL;DR” in meetings. I was too embarrassed to ask what it meant. I finally Googled the term, but in the interim, the acronym made me feel separate from the larger group.
While this is a small and innocent example, there might be bigger acronyms you use every day within your team that continue to alienate new members or employees from other teams. And if your company does choose to use specific acronyms (like, in HubSpot’s case, H.E.A.R.T.), make sure you explain what it means during the employee onboarding process.
2. Use plain language in your writing rather than expressions or jargon.
Many of us use colloquial expressions every day. For instance, I often say, “It’s just a ballpark figure” or “it should be a piece of cake,” without pausing to consider whether the listener knows or has heard the term before.
Of course, this can be confusing to other parts of the world that aren’t familiar with such expressions. If your company has global offices or works with customers from across the globe, expressions that are common to you can pose a major deterrent to clear communication. 
For instance, in Dunn’s Medium article, she writes, “We also avoid using metaphors (visual and written) that are specific to just one culture or class. So, for instance, we avoid using phrases like ‘knock it out of the park’ or ‘hit a home run,’ even though these phrases are pretty common in North America as they’re just not going to resonate outside of the U.S. Not because people will be offended by a reference to baseball, but because they won’t be as familiar, so the meaning won’t be as clear.”
The graphic below displays examples of colloquial words and phrases and plain language alternatives to ensure everyone understands you.

3. Refer to a theoretical person as “they” instead of “he” or “she.”
As marketers, we’re exceptional storytellers. Sometimes, however, whether you’re talking offhandedly with a colleague or delivering a pitch, you might get caught up in using pronouns that unintentionally support stereotypes.
For instance, let’s say you’re giving a pitch and you say, “We’ve found through analysis that our readers are typically in a VP position or higher, which is why we believe we should lean into LinkedIn as a strategy in 2020. For instance, let’s say our reader needs to deliver a presentation. He might turn to our blog ahead of time, but more likely, he’ll turn to LinkedIn first.”
Your fictitious VP-level reader doesn’t need to be “male” or “female” — why not call them by the non-gendered pronoun “they,” “them,” or “their”? You can still make your point, and you won’t alienate people on your team who feel hurt that you’ve assumed that leaders are likely male.
This also relates to gendered terms that add nouns to the end of them, like salesman. Opting for a more inclusive term could be saying salesperson or sales rep. The image below shows additional examples of gendered terms and alternative phrases to use. 

4. Ensure your company’s designs or images reflect a diverse group of people.
When potential customers take a look at your website, you want them to see people (or figures) that look like them. Simultaneously, you want potential new hires to see themselves reflected.
Otherwise, you’re likely missing out on both potential customers, and future employees for your company.

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In her Medium post, Dunn writes, “Our product illustrators try to ensure that the people we represent in illustrations are diverse in appearance, and that these different types of people are represented doing many different things (for instance, a person of color doing the talking while others listen, a woman in a wheelchair at an executive desk, etc.).”
As you scale as a company, you want to ensure your marketing materials reflect as many groups of people as possible. Otherwise, you’re unintentionally sending messages to people who don’t see themselves in your content that your brand “isn’t quite right for them.”
5. Be mindful of terms related to race, ethnicity, nationality, and culture. 
Many terms used daily have roots in racism and discrimination, so using them can make people feel unsafe, whether in your marketing materials or day-to-day correspondence with team members. 
Some regularly used terms have roots in racism and discrimination or are taken from celebrations and sacred practices of marginalized communities. Using them in your marketing materials or day-to-day correspondence with team members can make people feel unsafe and unwelcome. 
For example, pow wow is often used informally to describe a meeting or get-together. Using it in such a way disregards pow wows as indigenous cultures’ sacred rituals and social gatherings — ceremonial events that have nothing to do with work. A simple alternative is saying stand-up, meeting, or hang-out. 
The image below displays other examples of words commonly used that are related to ethnicity, race, nationality, and culture that you can easily swap out for more inclusive terms. 

6. When speaking to colleagues about family, use gender-neutral labels for family members.
Obleada told me, “Inclusive language has a real impact on how ‘themselves’ folks feel they can be in a given space. As a queer woman, it makes me cringe when folks ask me about a boyfriend. Intentionally using gender neutral titles — parent, spouse, partner, child, etc. — when speaking about your or others’ families can make a big difference in how comfortable someone may feel.”
Rather than making assumptions, approach conversations with colleagues using gender neutral titles. For instance, it’s better to use “parent” or “guardian” when making conversation with a colleague since “mom” or “dad” excludes family structures such as grandparents as caregivers, same-sex parents, etc.
7. Be mindful of medical conditions and ability terms. 
Common phrases like “turning a blind eye” are ableist and insensitive to people whose lives are impacted by medical conditions.
While likely used innocently, someone who hears such a phrase in the workplace or sees it in your marketing materials may feel unsafe and like you don’t represent them or what they care about. 
It’s best practice not to use such terms unless they’re relevant to your topic of conversation. The image below displays commonly used phrases that can be harmful that you might not have realized before and alternatives to implement.

8. When in doubt, ask individuals which pronouns they prefer (but make it clear they can choose not to identify, as well).
It’s critical to note — there’s no one-size-fits-all “right” and “wrong” when it comes to language. Many people have personal preferences, especially when it comes to identity.
For instance, person-first language (i.e., “people with autism”) was introduced because many feel it’s dehumanizing to put the disability or gender orientation first, as it seems to define the individual.
However, some prefer identity-first language (i.e., “autistic people”) since they accept autism as an inherent part of their identity — identity-first language can even help evoke a sense of pride among individuals.
(For more information on person-first or identity-first, take a look at this article by the Autistic Self Advocacy Network.)
Over To You
It’s critical you avoid applying hard-and-fast rules to all individuals, since these preferences are incredibly personal. You might consider asking them what they prefer, or offering up your own preferred pronouns to create a safe space for them to do the same — but only if they feel comfortable doing so. (To learn more about etiquette when it comes to asking pronoun preference, take a look at Gender Neutral Pronouns: What They Are & How to Use Them.)
Ultimately, it’s important to remember none of us will get it “perfect” 100% of the time, but admitting when you’ve made mistakes and consistently working to communicate more inclusively are two major steps towards creating a more unified workforce, and creating deeper connections with your customers.
Remember — inclusive language is about widening your message and allowing it to resonate with as many people as possible, so it’s critical for your business’s bottom-line that you do everything you can to communicate more inclusively every day.

Creating a TikTok is half the battle — now you need the right people to watch it. But with over 1 billion monthly users on the platform, it’s easy to get lost in the crowd.
Enter your secret weapon — the hashtag. While many marketers approach hashtags as an after-thought, they’re a powerhouse for engagement, visibility, and discoverability. Even if you aren’t running a full-scale hashtag campaign, they should be a part of your overall TikTok strategy.

Here, we’ll explore the benefits of using TikTok hashtags, discuss best practices for using them, and uncover what types of hashtags are most popular on the platform.
What are TikTok hashtags?
Like Instagram and Twitter, TikTok uses hashtags to group content around a particular topic, making it easy for people to find videos that interest them.
The hashtag “formula” includes a hash sign (#), followed by a topic (e.g., crafts, travel, fashion, sports, etc.). The best hashtags tend to be relatively short, concise, and easy to remember.
Brands can use hashtags to build brand awareness, increase social engagement, and drive conversions. To go a step further, they can also sponsor a hashtag — known as a branded hashtag — to encourage TikTokers to create content around it. The most popular branded hashtags have amassed millions of views and thousands of response videos.

Next, let’s dive deeper into the importance of TikTok hashtags — and cover best practices for using them.
Why are TikTok hashtags so important?
Hashtags have the power to expand your reach beyond your current audience. Let’s dive deeper into their benefits:
1. Provide context.
For one, hashtags provide a layer of context for your TikTok videos. For instance, if you upload a video of you playing a video game, you could include the hashtag #gaming. Then, the TikTok algorithm decides who would be most interested in seeing your video on their feed.
2. Discoverability and engagement.
Hashtags categorize videos under certain topics — like #gaming — so users can easily find content they’re interested in. As a result, your content has more chances to be discovered, even if someone doesn’t follow your brand.
With more eyes on your content, you have a higher chance of engagement. After all, users can only “like” and comment on videos that appear in front of them. So, more reach typically translates to higher engagement.
3. Building community.
Hashtags are a great tool for building community. For instance, branded hashtags are an effective way to encourage users to engage with your brand and create videos around a sponsored hashtag.
For example, when Nissan Australia wanted to promote its new sports car, the JUKE, they turned to TikTok. They created a branded hashtag — #improvisewithJUKE — and challenged users to make their own car commercial voiceover, with the winner receiving a feature in a future JUKE commercial.
The results? 129.4 million video views globally and over 34,000 video submissions, leading to a 92% lift in brand awareness for the JUKE.
How to Use Hashtags on TikTok
Hashtags on TikTok work just like they do on Instagram and other social platforms. When you upload a video, you have the option to write a caption — and this is where you want to include your hashtags. While this sounds simple, here are a few best practices to keep in mind:
1. Find the best hashtags for your content.
It’s essential to research hashtags relevant to your brand, your industry, and your audience. One way to do this is by checking out your competition because there’s likely an audience overlap. Observe what hashtags they use and note which ones get the most views and engagement.
You can also find inspiration on the app’s Discover page. Here, you can browse through trending hashtags and sounds. Discover also showcases popular videos that use these hashtags to help you find inspiration.
2. Combine niche hashtags with popular ones.
This might sound counterintuitive, but only targeting popular hashtags can be ineffective. While they have a larger audience, they’re also highly competitive. Instead, it’s better to have a mixture of both niche and popular hashtags.
Niche hashtags have fewer people searching for them, but those who do are highly engaged and interested. For instance, #food is a popular TikTok hashtag with millions of impressions, but #cakedecorating is more niche with a fraction of the audience. By incorporating both, you tap into two different audiences.
3. Stay mindful of the character limit.
TikTok limits captions to 300 characters. While you could squeeze as many hashtags as possible into your caption, a long string of hashtags can confuse your audience — and this does a poor job of explaining your video. Instead, experts suggest 3 to 5 hashtags as the optimal number.
Popular TikTok Hashtags
According to a recent Statista report, TikTok sees the most hashtag views from entertainment content (535 billion views, to be exact). This aligns with another study by HubSpot that reports funny and entertaining content has the highest engagement and ROI than any other content type.

The second most popular category on TikTok is dance with 181 billion hashtag views, followed by pranks, fitness and sports content, home renovations, and beauty and skincare.
To find the most popular hashtags in real-time, visit the Trend Discovery page on TikTok. Here, you will find a comprehensive list of trending hashtags, songs, and creators.
Back to You
Once you create a TikTok video, your work isn’t over. Now you need to position your content in front of your audience. One of the best ways to do this is with hashtags. Start with the tips in this article and always keep an eye out for hashtags that relate to your brand or audience.