Author: Franz Malten Buemann

 

 

A good Marketing Mix includes the 4Ps. But, is it enough to succeed in the digital world? If not, which solutions can be used to bridge the gap? Is the Customer Data Platform the key? Keep reading to find out.

The line dividing the change from one paradigm to the next is often blurry. Until recently, one could safely say that a good Marketing Mix, or the famous 4Ps (Product, Price, Place, Promotion) is effective enough to generate a healthy ROI. However, in hindsight, one can observe that this two-dimensional approach (customer-brand) definitely needs a facelift.  Everything that makes up effective marketing today will require the addition of a few cognitive layers. And here are numbers to prove it.

Research found that companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years by investing in customer experience. (Temkin Group)

(Product) Companies with a customer experience mindset drive4-8% higher  revenue than their industry peers. (Bain)

(Price) Up to 43% of all consumers would pay more for greater convenience; 42% would pay more for a friendly, welcoming experience. And, among U.S. customers, 65% find a positive experience with a brand to be more influential than a shiney advertising campaign. (PWC)

(Place) In a global survey, 74% of in-store shoppers who searched online before going to the store to shop, said they searched for something in-store related, such as: the closest store near them, locations, in stock near them, hours, directions, wait times, and contact information. (Google)

(Promotion) Practically all of us favor peer recommendations. As much as 92% of people, in fact, trust product recommendations from friends. In comparison, only 24% trust ads. (Zuberance)

Modern marketing tools, such as Customer Data Platforms (CDPs), can be a powerful tool in making this smooth transition. First, a bit of theory.

 

What is a classic Marketing Mix?

 

The Economist Times defines Marketing Mix as follows: 

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. 

Source: The Economic Times

The Classic Marketing Mix consists of 4 components:

Product
Price
Place
Promotion.

Addressing these elements, in theory, guarantees a comprehensive approach to the overall marketing effort. So why the change?

 

New Marketing Mix: Replacing the 4Ps with the 4Es

 

There’s no denying that the 4Ps are no longer enough today. Around 2015, professionals began to redefine the components needed for success. However, instead of changing their structure, they started looking for a way to adapt to the changes which they observe in society.

 

Where does the need for change stem from?

 

It will not come as a surprise if I say that the main factors are the wide availability of all kinds of products. This is made possible by the ubiquity of the Internet and online payments, and a shift in consumer behaviors. Younger generations are paying attention to different aspects of the product than their parents. In addition, they are interacting with it in new ways in a multitude of channels. It is this globalist, egalitarian, and interactive layer that  requires a totally new way of thinking and doing  in marketing.

 

What are the 4Es of the New Marketing Mix?

 

As the marketing space react to a ever changing world, the components of an effective Marketing Mix must also change.There is now a migration to the 4Es:

Experience
Exchange
Everyplace
Evangelism.

While the 4Ps are still important, the Marketing Mix should include these components.

 

 

What’s behind the 4Es?

 

Let’s first define the different aspects of each of the 4Es. By understanding them, you can better find areas where you can leverage your resources to better develop your product and the consumer experience (CX) that follows.

 

Experience

 

More than the product itself, consumers are paying attention to the experience arising from its purchase, and use. This includes its design, quality, usability, but also social aspects ( belonging to groups, participation in popular movements, etc.).

This goes far beyond a one-dimensional understanding of the product. The experience of those interacting with the brand at numerous touch points is also relevant. This will include: 

familiarization with the brand and product, 
gradual purchase decision, 
purchase experience, 
receiving the product, 
post-purchase service, 
and a plethora of loyalty building activities.

10 top Customer Engagement metrics for a every CX Executive, and how CDPs can make your life a lot easier >>

 

Exchange

 

The price is still one of the important factors that make up a product. However, it loses its place in the rankings to the aforementioned experience. Oftentimes, you can find products online in freemium versions, or at incredibly low promotional prices. Purchasing decisions will be dictated by whether they recognize the added value of the product. This is where the greatest exchange is happening. When the choices are endless, it’s the details that matter to shoppers and win over the competition.

Leverage the specifics of the VIP sector to personalize your campaigns >>

 

Everyplace

 

Omnichannel as a word has made its way into the marketing vocabulary for good. Today, brands cannot afford to be absent from any marketing channels. A comprehensive use of the channels enjoyed by the brand’s customers and/or potential customers works much better.

However, there are several challenges. The first is to maintain consistency of the message and deliver format appropriate contents to audiences that switch repeatedly between channels.

The second challenge is to move away from third-party cookie-based marketing. In fact, leading browsers and ad networks will end their support of this practice in the near future. Zero- and first-party cookies are now preferred ways used to gather data and give consent. The fact that this is a voluntary thing will deepen the relationship between businesses and their customers. 

Masterclass of dynamic Omnichannel excellence  >>

 

Evangelism

 

For the past few years, I have seen the trend of placing more emphasis on loyalty and increasing customer retention. Loyal customers spend more money, plus they are much more likely to recommend the brand to friends. However, loyalty itself is no longer the Holy Grail. Brand evangelists are. These people aren’t just happy with the products, they feel the excitement of interacting with their favorite brand. They recommend beloved products to friends without any additional incentives. What is more, people who get such a recommendation spend more than traditional recommendations.

Why customer retention is absolutely critical to eCommerce growth >>

 

How to address the 4Es using CDP?

 

CDP platforms are powerful marketing tools that support growth in each of the 4 areas of the new Marketing Mix. Here are brief descriptions and examples of how a CDP is used in each of the named spaces.

 

Experience

 

CDP is the perfect tool for collecting, storing and using zero- and first-party data. Its capabilities allow you to deepen your understanding of the real needs and expectations of your customers. This knowledge will facilitate your strategic approach to product development, so it can best serve the people who buy it. Going further, the collected data can be used to design the overall consumer experience.

The features available in CDP, such as Alerts and Workflow, help accompany the customer throughout the Customer Journey.

 

Sample applications

 

Survey: A visitor to your site selects their preferences and interests in a survey. Using this, you can send them more interest-based content to their preferred channels.

Satisfaction: In the NPS form, customers leave feedback after purchase. By analyzing the responses, you can control the changes in the purchasing process to systematically increase satisfaction levels for future transactions.

Segmentation: Through a progressive pop-up, visitors are asked about their hobbies, favorite sport, location, and interesting product categories. This allows you to create advanced user segments which translates into the creation of more engagements, which in turn leads to increased profits.

 

Exchange

 

Since price is no longer a key factor, brands should find a better way to communicate the true value of the product. Emphasizing the unique qualities of a product makes people aware of what they are really getting within the price they pay. Finding them is much easier when you can see what your best customers are paying attention to. The best part is that you don’t have to wait until purchase though. You can highlight the added value of your products to new leads.

 

Sample applications

 

Lead nurturing: For each new contact in your database, you run an educational cycle that relates to their interests and behaviors on your site. After learning about the offer presented in the educational email cycle, the likelihood that these individuals will purchase more expensive products based on the unique features increases.

Free/Freemium: Temporarily providing free access to premium content in exchange for contact information can result in a dramatic increase in your contact base. Users see the benefits of valuable content, or they get used to the convenience of the premium version and want to continue with the brand.

Increasing the value of the purchase over time: Even if the cost of subscribing to a popular magazine increases over time However, if the content provided is well suited to the subscribers’ profile, they will often choose to continue their relationship with the publisher.

 

Everywhere

 

CDP platforms make it possible to monitor the behavior of consumers at multiple touchpoints within the brand. The result is a complete 360° profile, enriched with newer and newer information. Thanks to progressive forms, surveys, and pop-ups as well as other Lead Generation tools, it is possible to collect data and use it conveniently in preferred communication channels. These include email, Mobile, Web Push, Social Media, advertising networks or your website. It allows for effective communication in both manual and automated campaigns.

 

Sample applications

 

Offline + Online: When a person makes an offline purchase, you can also reach out to the contact online. Of course, you need to use in-store behavior monitoring, for example through loyalty programs or a mobile app. Collecting this data allows you to later enable communication in new channels, for example, through personalized Web Push notifications.

App + Web: Mobile apps complement the digital eCommerce landscape more and more. By combining and unifying data across CDP platforms, it is possible to personalize messages displayed on the website according to behavior on the mobile app.

Email + Ad networks: There are times when the people stop opening emails. CDP allows you to automatically switch between channels. For example, you can show personalized Facebook or Google ads to John Smith who deleted your newsletter.

 

Evangelism

 

Strengthening the bonds between consumers and the brand requires a lot of work, but it pays off. The tools you use in this area include: 

building user experience (UX) and customer experience (CX), 
reaching the right people with the right message, 
progressive profiling, 
lead nurturing, 
post-purchase drip campaigns, 
keeping an eye on churn and negative feedback, 
and reacting quickly to behavioral changes.

 

Sample applications

 

Preventing customer churn: Imagine that a person moves from the medium churn risk segment to high. Following this, you might send them an automatic communication that stimulates them to take up the offer. This increases the chances that the person will nevertheless stay with the brand.

Stimulating and strengthening the relationship with the brand: The new contact takes the initial activity within your website. They also responded to educational emails. The CDP uses this data to automatically move the contact to the next stage in the sales funnel. The higher stage provides slightly different contents that correspond to the level of intimacy between the contact and the brand. Additionally, appropriately set automations help to gradually profile the contact by collecting zero- and first-party data, which in turn, helps to further personalize future communication even better.

Rewarding loyalty: New contacts are new contacts, but what about those who have been with you for a long time? For existing leads, especially those who have shopped multiple times in the store, you can set up a targeted newsletter campaign with a special offer aimed at these loyal users..

 

Some final thoughts

 

Aligning your tools with your audience’s needs is always a good investment. A space with customers who exhibit increasing awareness and demands present eCommerce owners and marketing professionals many new challenges. A good CDP platform will help you address most of them. 

If you already have a platform but don’t know how to identify the 4Es for your business, be sure to speak to your Success Manager. They will be happy to help you find the right areas and implement the right actions.

 

consumer buying behavior has been defined as “the process by which individuals or groups choose, buy, use, or dispose of products or services to satisfy their needs and desires”.
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If you’re like a lot of people, you may be wondering how to use mobile marketing to generate leads for your business. For HubSpot users, the good news is that you have a head start — the HubSpot platform automatically creates a mobile version of your site for you.
But what should you do next? After you’ve got a mobile website, what mobile tools should you use to attract new customers to your business? QR codes are one of the easiest tools to get started with. You’re probably already familiar with QR codes, but if not, they’re the square barcodes like the one on this post that are being used by companies to drive prospects to their websites.

In doing research for our new book Go Mobile, Jeanne Hopkins and I took a deep dive into the most important mobile tools for small- to mid-sized businesses. There are plenty to choose from, but we’re going to focus on the most effective QR code uses to grow your business.
Who uses QR codes?
The short answer is anyone with a mobile phone. In addition to our keys and wallet, our phone is one of the few things we can’t leave the house without. Businesses have picked up on this and are constantly finding new ways to use QR codes to get us to engage with them, or make their processes smoother.
Uses of QR Codes in Everyday Life
While the concept of when to implement QR codes may be new, you’ve probably already gotten familiar with their use in local businesses you’ve visited. Here’s some instances where you’ve most likely encountered them:

Public wifi network access
Restaurant menus
Instruction manuals
Cashless payments
Web promotions during live events
Contact information and Linktrees

Later in this article, we’ll discuss the many other ways to use QR codes.But first, we’ll dig into how you can create your own QR codes.
How to Create Your Own QR Code Promotion
On the Go Mobile website, we used QR codes to provide clues for a nationwide scavenger hunt for four iPads hidden across the country. Visitors to the site could scan the QR codes to download the clues. To ensure that we captured leads from the promotion, we also provided the clues via email for anyone who filled out the form on the site. That way, we capture the lead information so we can re-market to that audience in the future.
Creating a QR code promotion is actually pretty simple. Here are the steps we followed when we created the promotion for our iPad nationwide scavenger hunt.
1. Create a Landing Page
First and foremost, you’ll need to create a mobile-optimized landing page. That means a landing page that is designed to be viewed on a smartphone screen. Keep things simple – for example, on a mobile landing page, forms should be kept to a few fields only. Most people don’t have the patience to fill out lengthy forms from a smartphone.
2. Create Your QR Code Once you’ve created your landing page, copy the URL into a QR code generator. There are
plenty of QR code generators on the web, so just do a search for one. Paste your landing page URL into the QR code generator and, like magic, your QR code will be generated on the spot. This QR code is unique to you, so nobody in the world has another one just like it.
3. Add Your QR Code to Your Promotional Materials
Grab your QR code from the generator. On a PC, that means right-clicking it and saving it to your computer. (On a Mac, you can drag and drop.) Now that you have the QR code handy, add it to your promotional materials. That includes any printed materials or websites that are going to be part of the promotion.
4. Get the Word Out
There’s no point in launching a QR Code promotion if you’re not going to let the world know about it. So broadcast your message using your blog, Twitter, LinkedIn, Facebook, or any of the other social media tools at your disposal. The key part at this stage of the game is to let as many people know about the promotion as possible.
5. Stretch Out the Promotion For our iPad Scavenger Hunt, we wanted as many people as possible to participate, so we’d upload a new QR code each day for several weeks. That way, our audience builds, and we’re able to create as much buzz around the promotion as possible.
How to Put QR Codes to Work for Your Business
There are a variety of ways you can use QR codes for your business, and new ones are cropping up every day. Here are some great ideas you can use below.

Common Uses of QR Codes

Websites: Add a QR code to the ‘Contact Us’ page on your website so visitors can download your contact information to their smartphones.

Business Cards: Add a QR code to the front or back of your business card so people can instantly download your contact information.

Webinars: Ready to make your webinars more engaging and fun? Then simply include a QR code as part of your presentation. It’s a terrific way to keep the audience engaged and involved.

LinkedIn and Facebook Pages: Want another way to stand out from everyone else? Add a QR code to your LinkedIn and Facebook pages to pull people into your website. It’s one of the best ways you can position yourself as a forward, innovative thinker.

In-Store Posters With Coupons: Want to provide instant coupons to people while they’re shopping? Then add a QR code that drives them through to a special discount that can be scanned at the register.

Dial a Phone Number: Want to encourage people to dial your number so they can order your product? Then give them a QR code to scan. If it’s set up properly, it will instantly dial your number on their phone and connect them with your sales center.

Creative Uses for QR Codes

Clothing and Merchandise: Ready to promote your product or service in an innovative way? Then add a QR code to a T-shirt that you give away to customers and prospects. Hija De Tu Madre (pictured above), a Latina fashion and accessories brand, cleverly placed a QR code on one of their shirt designs. It encourages viewers to “Scan for community y cultura,” enabling people to learn more about the brand and eventually convert them into new customers.

“Hello, My Name Is” Tags: You know those big red and white tags people wear at events with their names on them? If you put a QR code in place of your name, you’ll engage people and easily be able to strike up conversations.

Event Posters: Advertising an event? Upgrade your posters and fliers with a QR code passersby can easily scan. Have the code take them to your event page where they can view all pertinent details and buy tickets.

Outdoor Billboards:Be one of the first businesses in your market to run a giant QR code on a billboard for your business. In the example above, Cygames enlisted the help of 1,500 drones to form a giant QR code in the sky to celebrate the anniversary of one of their games.

Galleries and Museums: Make it easy for viewers to find out more about your work and upcoming projects. Putting a QR code next to artwork in place of text is a wonderful alternative to the standard description. Guests won’t have to crowd each other to read it, and they can take the information with them. If you’re selling at a gallery, it may also be worth it to enable payment through the QR code as well.

Product Packaging: If you sell a physical product, adding a QR code that tells the buyer more about your brand or the product itself can build connections and trust. If you sell food, consider using a QR code for the ingredient list, or maybe easy recipes to use the item in. For cosmetics, have QR codes that give more information on how the products were made, tested, and where ingredients were sourced.

Using QR Codes to Grow Your Business
There’s no real mystery to using QR codes to grow your business. All you have to do is generate the code, and drop it into your promotion. Be sure you test the campaign before you go public with it – people who scan your code expect things to work relatively smoothly the first time out of the gate. But other than that, running a QR code promotion is a snap.
A key point to remember about QR codes is that they’re simply a mechanism to engage prospects and customers. In other words, they’re not the end-game, so it’s up to you to figure out how to use them to capture the visitors you drive to your website as leads using landing pages.
Once your strategy is in place, using QR codes to grow your business is relatively simple. All you have to do is generate the code, and drop it into your promotion. Be sure you test the campaign before you go public with it — people who scan your code expect things to work relatively smoothly the first time out of the gate. Give them an experience that delights them and keeps them coming back for more.
This is a guest blog post written by Jamie Turner, founder and chief content officer of the 60 Second Marketer. In addition, Jamie is the co-author of the book Go Mobile, written with Jeanne Hopkins, VP of marketing @HubSpot. He is a regular guest on CNN and HLN on the topic of digital marketing and is a popular mobile marketing speaker at events and corporations around the globe.
This article was originally published in January 2012 and has been updated for comprehensiveness.

The pivot table is one of Microsoft Excel’s most powerful — and intimidating — functions. Powerful because it can help you summarize and make sense of large data sets. Intimidating because you’re not exactly an Excel expert, and pivot tables have always had a reputation for being complicated.
The good news: Learning how to create a pivot table in Excel is much easier than you might’ve been led to believe.

But before we walk you through the process of creating one, let’s take a step back and make sure you understand exactly what a pivot table is, and why you might need to use one.

In other words, pivot tables extract meaning from that seemingly endless jumble of numbers on your screen. And more specifically, it lets you group your data in different ways so you can draw helpful conclusions more easily.
The “pivot” part of a pivot table stems from the fact that you can rotate (or pivot) the data in the table to view it from a different perspective. To be clear, you’re not adding to, subtracting from, or otherwise changing your data when you make a pivot. Instead, you’re simply reorganizing the data so you can reveal useful information from it.

What are pivot tables used for?
If you’re still feeling a bit confused about what pivot tables actually do, don’t worry. This is one of those technologies that are much easier to understand once you’ve seen it in action.
The purpose of pivot tables is to offer user-friendly ways to quickly summarize large amounts of data. They can be used to better understand, display, and analyze numerical data in detail — and can help identify and answer unanticipated questions surrounding it.
Here are seven hypothetical scenarios where a pivot table could be a solution:
1. Comparing sales totals of different products.
Say you have a worksheet that contains monthly sales data for three different products — product 1, product 2, and product 3 — and you want to figure out which of the three has been bringing in the most bucks. You could, of course, look through the worksheet and manually add the corresponding sales figure to a running total every time product 1 appears. You could then do the same for product 2, and product 3 until you have totals for all of them. Piece of cake, right?
Now, imagine your monthly sales worksheet has thousands and thousands of rows. Manually sorting through them all could take a lifetime. Using a pivot table, you can automatically aggregate all of the sales figures for product 1, product 2, and product 3 — and calculate their respective sums — in less than a minute.
2. Showing product sales as percentages of total sales.
Pivot tables naturally show the totals of each row or column when you create them. But that’s not the only figure you can automatically produce.
Let’s say you entered quarterly sales numbers for three separate products into an Excel sheet and turned this data into a pivot table. The table would automatically give you three totals at the bottom of each column — having added up each product’s quarterly sales. But what if you wanted to find the percentage these product sales contributed to all company sales, rather than just those products’ sales totals?
With a pivot table, you can configure each column to give you the column’s percentage of all three column totals, instead of just the column total. If three product sales totaled $200,000 in sales, for example, and the first product made $45,000, you can edit a pivot table to instead say this product contributed 22.5% of all company sales.
To show product sales as percentages of total sales in a pivot table, simply right-click the cell carrying a sales total and select Show Values As > % of Grand Total.
3. Combining duplicate data.
In this scenario, you’ve just completed a blog redesign and had to update a bunch of URLs. Unfortunately, your blog reporting software didn’t handle it very well and ended up splitting the “view” metrics for single posts between two different URLs. So in your spreadsheet, you have two separate instances of each individual blog post. To get accurate data, you need to combine the view totals for each of these duplicates.
That’s where the pivot table comes into play. Instead of having to manually search for and combine all the metrics from the duplicates, you can summarize your data (via pivot table) by blog post title, and voilà: the view metrics from those duplicate posts will be aggregated automatically.
4. Getting an employee headcount for separate departments.
Pivot tables are helpful for automatically calculating things that you can’t easily find in a basic Excel table. One of those things is counting rows that all have something in common.
If you have a list of employees in an Excel sheet, for instance, and next to the employees’ names are the respective departments they belong to, you can create a pivot table from this data that shows you each department name and the number of employees that belong to those departments. The pivot table effectively eliminates your task of sorting the Excel sheet by department name and counting each row manually.
5. Adding default values to empty cells.
Not every dataset you enter into Excel will populate every cell. If you’re waiting for new data to come in before entering it into Excel, you might have lots of empty cells that look confusing or need further explanation when showing this data to your manager. That’s where pivot tables come in.
You can easily customize a pivot table to fill empty cells with a default value, such as $0, or TBD (for “to be determined”). For large tables of data, being able to tag these cells quickly is a useful feature when many people are reviewing the same sheet.
To automatically format the empty cells of your pivot table, right-click your table and click PivotTable Options. In the window that appears, check the box labeled Empty Cells As and enter what you’d like displayed when a cell has no other value.
How to Create a Pivot Table

Enter your data into a range of rows and columns.
Sort your data by a specific attribute.
Highlight your cells to create your pivot table.
Drag and drop a field into the “Row Labels” area.
Drag and drop a field into the “Values” area.
Fine-tune your calculations.

Now that you have a better sense of what pivot tables can be used for, let’s get into the nitty-gritty of how to actually create one.
Step 1. Enter your data into a range of rows and columns.
Every pivot table in Excel starts with a basic Excel table, where all your data is housed. To create this table, simply enter your values into a specific set of rows and columns. Use the topmost row or the topmost column to categorize your values by what they represent.
For example, to create an Excel table of blog post performance data, you might have a column listing each “Top Pages,” a column listing each URL’s “Clicks,” a column listing each post’s “Impressions,” and so on. (We’ll be using that example in the steps that follow.)

Step 2. Sort your data by a specific attribute.
When you have all the data you want entered into your Excel sheet, you’ll want to sort this data in some way so it’s easier to manage once you turn it into a pivot table.
To sort your data, click the Data tab in the top navigation bar and select the Sort icon underneath it. In the window that appears, you can opt to sort your data by any column you want and in any order.
For example, to sort your Excel sheet by “Views to Date,” select this column title under Column and then select whether you want to order your posts from smallest to largest, or from largest to smallest.
Select OK on the bottom-right of the Sort window, and you’ll successfully reorder each row of your Excel sheet by the number of views each blog post has received.

Step 3. Highlight your cells to create your pivot table.
Once you’ve entered data into your Excel worksheet, and sorted it to your liking, highlight the cells you’d like to summarize in a pivot table. Click Insert along the top navigation, and select the PivotTable icon. You can also click anywhere in your worksheet, select “PivotTable,” and manually enter the range of cells you’d like included in the PivotTable.
This will open an option box where, in addition to setting your cell range, you can select whether or not to launch this pivot table in a new worksheet or keep it in the existing worksheet. If you open a new sheet, you can navigate to and away from it at the bottom of your Excel workbook. Once you’ve chosen, click OK.
Alternatively, you can highlight your cells, select Recommended PivotTables to the right of the PivotTable icon, and open a pivot table with pre-set suggestions for how to organize each row and column.

Note: If you’re using an earlier version of Excel, “PivotTables” may be under Tables or Data along the top navigation, rather than “Insert.” In Google Sheets, you can create pivot tables from the Data dropdown along the top navigation.
Step 4. Drag and drop a field into the “Row Labels” area.
After you’ve completed Step 3, Excel will create a blank pivot table for you. Your next step is to drag and drop a field — labeled according to the names of the columns in your spreadsheet — into the Row Labels area. This will determine what unique identifier — blog post title, product name, and so on — the pivot table will organize your data by.
For example, let’s say you want to organize a bunch of blogging data by post title. To do that, you’d simply click and drag the “Top pages” field to the “Row Labels” area.

Note: Your pivot table may look different depending on which version of Excel you’re working with. However, the general principles remain the same.
Step 5. Drag and drop a field into the “Values” area.
Once you’ve established what you’re going to organize your data by, your next step is to add in some values by dragging a field into the Values area.
Sticking with the blogging data example, let’s say you want to summarize blog post views by title. To do this, you’d simply drag the “Views” field into the Values area.

Step 6. Fine-tune your calculations.
The sum of a particular value will be calculated by default, but you can easily change this to something like average, maximum, or minimum depending on what you want to calculate.
On a Mac, you can do this by clicking on the small i next to a value in the “Values” area, selecting the option you want, and clicking “OK.” Once you’ve made your selection, your pivot table will be updated accordingly.
If you’re using a PC, you’ll need to click on the small upside-down triangle next to your value and select Value Field Settings to access the menu.

When you’ve categorized your data to your liking, save your work and use it as you please.
Digging Deeper With Pivot Tables
You’ve now learned the basics of pivot table creation in Excel. With this understanding, you can figure out what you need from your pivot table and find the solutions you’re looking for.
For example, you may notice that the data in your pivot table isn’t sorted the way you’d like. If this is the case, Excel’s Sort function can help you out. Alternatively, you may need to incorporate data from another source into your reporting, in which case the VLOOKUP function could come in handy.
Editor’s note: This post was originally published in December 2018 and has been updated for comprehensiveness.

Since its debut in 2016, live streaming video has exploded in popularity. In fact, 82% of people would prefer a live video over reading a social post. It offers the opportunity to forge a more authentic and valuable connection with audiences.
It’s no secret that livestreaming has taken off in a major way. In fact, the total number of hours watched on major streaming platforms grew 99% from 2019 to 2020. Facebook users have eagerly been taking advantage of the popularity of live streaming. Now, one in every five videos on Facebook is live.

In this post, we’ll walk through:

How to broadcast on Facebook Live via your mobile device
How to go live on Facebook from a desktop
How to analyze your live video’s performance
Tips and tricks for getting the most out of the platform

Facebook Live is a feature of Facebook that lets users livestream directly to the social network platform. Viewers can react, share, and comment during the stream. A recording of the video is also published to the page or profile so it can be watched again later.
Why are marketers getting so excited about Facebook Live? Because it’s a fun and fairly simple way for them to use the power of video to communicate their brand stories and build authentic relationships with fans and followers — in real-time.
However, for such a simple concept, Facebook Live has a lot of little nuances that marketers will need to learn if they want to get the most out of the platform. This guide will help you learn the best tricks that can make a big difference in how many people see your live broadcast, how they engage with it, and how it performs.

Facebook Live started as a mobile-only broadcasting feature, but now, Facebook Pages can broadcast from either mobile devices or desktop computers. We’ll go over how to broadcast from mobile and desktop devices in the sections below.
How to Use Facebook Live
Facebook Live videos are public, so viewers can watch on any device where they have access to Facebook but don’t need an account. Users can go live on Facebook from a profile, a Page, a group, or an event. Starting a livestream from the app versus a web browser will be a little different, check out the instructions for each below.

How to Go Live on Facebook From the Facebook App
Step 1: Go to the profile, Page, group, or event where you want to go live.
Step 2: Click What’s on your mind? if you’re on a profile and Create a post if you’re on a page. This should open the post options.
Step 3: Click Live video in the post options.

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Step 4: Tap where it says Tap to add a description to add information about the video.
Step 5: Use the buttons on the bottom to configure the settings and any features or tools you want to use during the stream.

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Step 6: Tap Start Live Video when you are ready.

How to Go Live on Facebook From a Web Browser
Step 1: On your Facebook homepage, you should see a Live or Live Video option. If you are on a profile, it will be under What’s on your mind? If you are on anything else, it will be under Create Post. The icon will look like one of these below.

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Step 2: Choose to simply Go live or to Create live video event.

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Step 3: Then, choose details for your video. These include a start time, a title and description, who to invite as a co-host, and various audio and video controls.
Step 4: Click Go Live in the bottom left corner when you are ready.
Facebook Live Tools
Facebook offers a lot of features for you to further connect with your audience during your broadcast. Utilizing these tools will help boost engagement and create the best possible experience for your viewers. You can mix and match them to serve your stream in the best way for your business.

Live Polls: You can create a live poll beforehand to share when you go live. Then, you can see your audience’s responses in real-time during the stream.

Featured Links: Adding one or multiple featured links to the stream to promote your website or other sources.

Live in Stories: These allow you to share your streams directly to Facebook Stories to reach more of your audience.

Live Comment Moderation: Manage the conversation that happens in the comments of your livestream. You can limit who is allowed to comment and how frequently with this feature. And, you can even choose a specific viewer to also moderate comments on your behalf.

Front Row: This feature allows you to highlight your top fans in a special section of your stream. You can give them a special shoutout to show appreciation for them while you’re live.

Badges: These are a measure of how much your fans are engaging with your content. Fans can earn badges by interacting with your content, whether it’s sending “Stars” or tuning in to your Facebook Live videos.

Donations: Qualified pages in certain locations can add a “Donate” button to their live video. Nonprofits using Facebook’s payment platform don’t have to pay a fee, so they get 100% of the donations.

Live With: This is a co-broadcasting feature that allows you to host your Facebook Live video with multiple guests.

Live Shopping: If you have products for sale on Facebook, this feature allows you to add product listings to feature during your livestream.

For more help with going live on Facebook, check out this video! And don’t forget that a recording of the livestream is also published to the platform where you went live. Having that content is great because you can download and repurpose it for further use.

How to Analyze Your Live Video’s Performance
How to Access Video Analytics on a Facebook Business Page
Step 1: To get started analyzing your Facebook Live broadcasts, head to the Insights tab in the left-hand column of your brand’s Facebook page:
Step 2: Select the Videos section of your analytics.

Step 3: From there, scroll down to the Top Videos section and choose a video from that menu to look into. (Note: We didn’t have any videos posted to the page we used in this example. If you do have videos, you’ll see them appear here.)

Now, let’s dive into the nitty-gritty.
The performance analytics available for Facebook Live videos are similar to those of normal videos on Facebook, with some neat additions.

For Pre-recorded videos: Facebook lets you analyze minutes viewed, unique viewers, video views, 10-second views, average % completion, and a breakdown of reactions, comments, and shares.

For Facebook Live videos: Facebook lets you analyze all the metrics listed above, plus peak live viewers, total views, average watch time, people reached, and the demographics of who watched your video.

In addition to all of these static numbers, you can click into each metric to see how it changed over time when the video was live. For example, if we click into Peak Live Viewers, we’ll see this interactive graph of video viewers over time:

You can even see who your typical viewer was during your broadcast, based on their Facebook profile information:

Now that you’ve got the steps down, let’s get into some tips and tricks.

The last thing you’d want is to start a live video and then be lost. It’s live, so there are no do-overs or chances to start over. So, prepare yourself or your host as much as possible. Outline what the video will entail and follow the rest of the tips below. Also, check out these great examples of Facebook Live videos from various companies.
There are a lot of little things you can do to squeeze the most out of your Facebook Live videos.
1. Brush up on Facebook Live best practices.
Marketers have so much opportunity to reach a wider audience on Facebook Live, so it’s worth committing to learning how to run a Live effectively.
In our detailed Marketer’s Guide to Facebook Live, we cover essential best practices on how to plan, run, and analyze the results of a business-run Facebook Live. Download the ebook to brush up on these best practices.

2. Test out live video using the “Only me” privacy setting.
If you want to play around with live broadcasting without actually sharing it with anyone else, you can change the privacy setting so you’re the only one who can see it — just like with any other Facebook post.
To switch to Only me, look for the privacy settings. Then, you should see the options and be able to select Only me from this list below.

3. Space out live videos with other Facebook posts.
The art of the organic reach on Facebook has changed over time, but you can still take advantage of it. A big way to accomplish this is to maintain a mixture of regular Facebook posts and Facebook Live videos. The live videos are the major pull, as they tend to garner more engagement. So, spacing them out will maximize the organic reach of all of your posts.
4. Keep reintroducing yourself.
When you first start the video, take a minute to introduce yourself and what the video’s about. But keep in mind that when you first start live streaming, you may have zero people watching. Even a few seconds in, you could only have a handful of viewers. As people find your video on their News Feeds, they’ll join in — but that means you’ll want to reintroduce yourself a second, third, and even a fourth time to catch people up.
5. Make the video visually engaging.
You have to be visually engaging — not just at the very beginning of your broadcast (although that’ll be important for when folks view the video later), but throughout the video as more and more people join in.
The more visually engaging you can be, the more you can entice people to stick around. That means keeping the camera moving and not just sitting in one place.
Not only will you get more viewers this way, but you’ll also get your broadcast ranked higher in other people’s News Feeds. Facebook started monitoring signals of video engagement — like turning on the audio, switching to full-screen mode, or enabling high definition — interpreting that as users enjoying the video. As a result, they’ve tweaked the algorithm so videos that people engage with in these ways will appear higher up on the feed.
6. Make it spontaneous.
What makes a live video special? The spontaneous, interactive nature of it. People love the ability to interact, and they love the novelty of viewing someone in a live moment when anything could happen. In many ways, it’s the new reality TV.
These moments are what make live video special, and they’re exactly what differentiates it from scripted, edited, or otherwise pre-recorded videos. Embrace the platform. Banter is always, always good.
7. Don’t worry about mistakes or stutters.
Spontaneity works — even if your Facebook Live doesn’t go according to plan.
Let’s face it, we’re all human. And when humans and technology mix, there can sometimes be technical difficulties.
If you’re recording a live video, things might go wrong — your equipment could malfunction, you could lose your train of thought, or you could get photobombed by a random passerby. You can’t call “cut” if things happen — you have to roll with them and keep filming and talking.
The good news? These things help keep your broadcast human and real. If you wobble your phone while filming, laugh and call it out. If you forget what you were saying, make a joke. The key is to keep the broadcast like a fun conversation, so if mistakes happen, keep it light and keep the lines of communication open with your viewers.
For example, if you make a mistake during your Facebook Live, ask viewers to write in the comments if they’ve made the same mistake, too.
8. Encourage viewers to Like and share the video.
One of the primary ways Facebook’s algorithm ranks a post is by how many people Like and share it. The more people who Like and share your live broadcast, the more it’ll show up in people’s News Feeds.
But when people are watching a video, they may be more distracted from Liking and sharing it than they would a text or photo post. (That’s something the folks at Facebook noticed about video content early on, which is why they began monitoring other video engagement signals as well, like turning on the volume.)
9. Engage with commenters, and mention them by name.
The number of comments on your broadcast is another way to get Facebook to give it a higher relevancy score, making it more likely to show up on people’s News Feeds. So encourage your viewers to comment, and engage with people who are commenting by answering their questions and calling them out by name. Not only will it get more people to comment, but it’s also a fun way to include your viewers in the live experience, which could make them stick around longer.
Plus, your audience will be thrilled to hear you mention their name and answer their questions when you are live.
10. Have someone else watching and responding to comments from a desktop computer.
When you’re the one holding the camera for a Facebook Live video, it’s really hard to see the comments popping up on the mobile screen. If the comments are coming in fast, it’s especially easy to lose sight of them as they disappear below the fold. Plus, you’re probably occupied by recording and entertaining viewers.
Because of this, it’s always a good idea to have an additional person logged into the primary account to monitor the comments on a desktop computer. That way, they can take care of responding so the person recording the video can concentrate on creating a great experience.
11. Subtitle your broadcast in the comments section.
Your viewers may be tuning in and out to watch your video during the work day, or they might simply be watching your video without sound. Either way, periodically subtitling the video in the comments section is a great way to keep people engaged. This also allows people who are tuning in late to catch up on what’s going on.
12. Ask viewers to subscribe to Facebook Live notifications.
In addition to asking for Likes, shares, and comments, ask viewers to subscribe to live notifications. To do that, all viewers have to do is click the small, downward-facing arrow in the top right-hand corner of the live video post, and choose “Turn On Notifications.”
You can also ask them to Like your brand on Facebook, which will make it more likely that they’ll be notified of your next live broadcast.
13. Broadcast for at least 10 minutes.
As soon as you begin recording your live video, you’ll start slowly but surely showing up in people’s News Feeds. The longer you broadcast — especially as Likes, comments, and shares start coming in — the more likely people are to discover your video and share it with their friends.
Because timing is such an important factor for engagement in these live videos, we recommend that you go live for at least 10 minutes, although you can stay live for up to 90 minutes for a given video.
14. Say goodbye before ending your video.
Before you end your live broadcast, be sure to finish with a closing line, like “Thanks for watching” or “I’ll be going live again soon.”
15. Add a link to the description later.
Once you’ve finished the live broadcast, you can always go back and edit the description, change the privacy settings, or delete the video, just like you would any other post.
You can add a trackable link to the description in the post, which can direct future viewers to your live video series page, the site of whatever campaign you’re using the video to promote, or somewhere else.
We hope this has been a helpful guide. We’ll keep you posted with any new developments and tips for connecting with your audience in more cool ways.
Use Facebook Live to Its Full Potential
Social media may have been invented for fun, but it’s grown into an essential business tool. Facebook as a social network is especially valuable for the ways it lets you connect to an audience, and Facebook Live is a great extension of that. Use it to the benefit of your business as a way to promote your product, build brand awareness, or grow your audience.
Editor’s note: This post was originally published in May 2020 and has been updated for comprehensiveness.

“Business is personal — it’s the most personal thing in the world.”
These are famous words by Michael Scott from the TV show, The Office. And although this quote conflicts with the universal belief that business isn’t personal, Michael’s point of view is perfect when learning about a business’s fixed costs — or those costs that don’t change as a company grows or shrinks.
To identify and calculate your business’s fixed costs, let’s start by looking at the ones you’re already paying in your personal life. Then, we’ll explain how a business manages its own fixed costs and review some common fixed cost examples.

Fixed costs are distinguished from variable costs, which do change as the company sells more or less of its product.
To better understand how fixed and variable costs differ, let’s use personal finances as an example. As a single adult, your expenses would normally include a monthly rent or mortgage, utility bill, car payment, healthcare, commuting costs, and groceries. If you have children, this can increase variable costs like groceries, gas expenses, and healthcare.
While your variable costs increase after starting a family, your mortgage payment, utility bill, commuting costs, and car payment don’t change for as long as you’re in the same home and car. These expenses are your fixed costs because you pay the same amount no matter what changes you make to your personal routine.
In keeping with this concept, let’s say a startup ecommerce business pays for warehouse space to manage its inventory, and 10 customer service employees to manage order inquiries. It suddenly signs a customer for a recurring order that requires another five paid customer service reps. While the startup’s payroll expenses go up, the fixed cost of a warehouse stays the same.
To get the full picture of what costs are associated with running your business, it’s important to understand the total fixed cost and average fixed cost.
Total Fixed Cost
The total fixed cost is the sum of all fixed costs that are necessary for running your business during a given period of time (such as monthly or annually).

Average Fixed Cost
Keep in mind you have to keep track of your business’s fixed costs differently than you would your own. This is where the average fixed cost comes into play.
Average fixed costs are the total fixed costs paid by a company, divided by the number of units of product the company is currently making. This tells you your fixed cost per unit, giving you a sense of how much the business is guaranteed to pay each time it produces a unit of your product — before factoring in the variable costs to actually produce it.
Let’s revisit the ecommerce startup example from earlier. Assume this business pays $5,000 per month for the warehouse space needed to manage its inventory and leases two forklifts for $800 a month each. And last month, they developed 50 units of product.
The warehouse and forklift costs remain unchanged regardless of how many products they sell, giving them a total fixed cost (TFC) of $5,000 + ($800 x 2), or $6,600. By dividing its TFC by 50 — the number of units the business produced last month — the company can see its average fixed cost per unit of product. This would be $6,600 ÷ 50, or $132 per unit.
How to Calculate Fixed Cost

To calculate fixed cost, follow these steps:

Identify your building rent, website cost, and similar monthly bills.
Consider future repeat expenses you’ll incur from equipment depreciation.
Isolate all of these fixed costs to the business.
Add up each of these costs for a total fixed cost (TFC).
Identify the number of product units created in one month.
Divide your TFC by the number of units created per month for an average fixed cost (AFC).

Fixed Cost Examples
So far, we’ve identified a handful of fixed cost examples since considering the costs we already pay as individuals. A home mortgage is to a lease on warehouse space, as a car payment is to a lease on a forklift.
But there are a number of fixed costs your business might incur that you rarely pay in your personal life. In fact, some variable costs to individuals are fixed costs to businesses. Here’s a master list of fixed costs for any developing company to keep in mind:

Lease on office space: If you rent office space to serve as headquarters or employee workspace, these costs tend to be relatively stable.

Utility bills: The cost of utility bills in company offices may fluctuate as seasons change, but it is generally not affected by business operations.

Website hosting costs: When you register your website domain, you pay a small monthly cost that remains static despite the business you perform on that website.

Ecommerce hosting platforms: Ecommerce platforms integrate with your website so you can conduct transactions with customers. They typically charge a low fixed cost per month.

Lease on warehouse space: Warehouses are paid for the same way you’d pay rent on your office space. The cost is relatively stable but you may run into storage and capacity limits that can impact cost.

Manufacturing equipment: The equipment you need to produce your product is yours once you buy it, but it will depreciate over its useful lifetime. Depreciation can become a fixed cost if you know when you’ll have to replace your equipment each year.

Lease on trucks for shipment: If your company sells physical products, transportation may be a regular cost. Truck leases work the same way as a car payment, and will not charge differently depending on how many shipments you make.

Small business loans: If you’re financing a new business with a bank loan, your loan payments won’t change with your business’s performance. They are fixed for as long as you have a balance to pay on that loan.

Property tax: Your office space’s building manager might charge you property tax, a fixed cost for as long as your business is on the property.

Health insurance: Health insurance costs might be a variable cost to an individual if they add or remove dependents from their policy, but to a business, the recurring costs to an insurer are fixed.

Calculating your fixed costs isn’t always the most fun part of growing your business. But knowing what they are, and when you’ll pay each one, gives you the peace of mind you need to serve and delight your customers.