Author: Franz Malten Buemann

submitted by /u/marilynsmith521 [link] [comments]

We all know that email marketing is a powerful tool. It’s been around for decades and has proven to be the most effective way of communicating with your audience. But lately, it seems like many marketers have forgotten about the importance of keeping their emails fresh and exciting.  The solution to this is simple –…
The post How to Include User-Generated Content in Your Emails appeared first on Benchmark Email.

Did you know LinkedIn has over 774 million users across the globe? This metric alone makes the platform one of the top social networks today.
Is your business using LinkedIn to its fullest potential to improve brand awareness, build your network, boost leads and conversions, and increase revenue? With new social networks sprouting up constantly, LinkedIn is a platform that’s often underutilized. The truth is, LinkedIn can be a powerful addition to your social media content strategy.
This guide is chock full of LinkedIn tips you can begin implementing immediately to help you learn how to use the platform to improve brand awareness, share your marketing content, and grow your business.

When you use LinkedIn to market your business, you gain access to useful features related to analytics, connections, and brand-building, just to name a few. (Don’t worry, we’ll review all of these in-depth momentarily.)
But first, here’s a quick primer for those of you who may be new to LinkedIn.
About LinkedIn
LinkedIn launched in 2003 with a focus on networking, building careers, and sharing ideas. The platform enables its members to connect and share content with other professionals including colleagues, potential employers, business partners, competitors, new employees, and customers.
This is why having your business on LinkedIn is so powerful — the platform is a fantastic marketing tool.
For a quick guide on the tips below, check out our video on “How to Use LinkedIn for Business and Marketing.”

 
Now, let’s review the ways you can use LinkedIn to market and grow your business.

LinkedIn allows you to drive traffic to your website, identify quality leads, share your expertise through thought-leadership content, and grow your network. It’s also a great way to market job openings and attract new talent to your company. These are just some of the reasons why LinkedIn is an ideal platform for all businesses to market on. Here are a few more tactical ways you can incorporate LinkedIn into your social media content strategy.
1. Use hashtags.
Hashtags are often used to add emphasis to your LinkedIn post, but they actually serve a purpose that can change your marketing strategy for the better. These simple phrases preceded by a hashtag symbol are goldmines for tapping into new audiences, industries, and niches. But using too many, or worse — the wrong ones, can hinder your reach.
That means you’ll want to strike a balance between relevant and popular hashtags by doing hashtag research on LinkedIn. Use the search bar to query a broad hashtag first. For example, if you work in growth marketing, start by searching #growthmarketing to see how many people are following the hashtag, and how often it is being used.

From here, start with three to five hashtags that reach the audiences you want to speak to. These hashtags should vary in the number of people following them, so don’t get too fixated on high numbers. Related but lesser-known hashtags can narrow your reach to an audience who would be likely to engage with your LinkedIn content.
Image Source
LinkedIn Pages are able to be followed without sending a connection and waiting for approval. That means when a LinkedIn user shares your Page with their connections, those individuals will be able to follow your page and see your business’ content right away which has the potential for high engagement. LinkedIn Pages and LinkedIn Profiles serve different purposes in LinkedIn marketing. Pages are public and used primarily by businesses. Profiles are private and used by individuals. Each of them works with the LinkedIn algorithm, but you’ll have different tools that you can leverage to grow your audience.
LinkedIn Profiles can be followed as well, but what makes them unique is the ability to have one-on-one, private conversations with connections who request to join your network. If you’re a consultant, work in direct sales, or prefer to take an individualized approach to your business, you’ll want to have a LinkedIn Profile to capitalize on this feature.
Both of these LinkedIn entities can work in tandem to create the ultimate marketing workflow. For example, you can list yourself as an employee of your business by listing your business’ LinkedIn Page as your employer on your personal Profile. That way, when a visitor lands on your Profile, they’ll see your Page, too.
3. Create posts of varying lengths.
Quick, bold posts pack a punch on LinkedIn. Long-form stories capture the readers’ attention and lead to a longer dwell time on the app. Both of these types of posts should have a place in your LinkedIn content plan.
You don’t want to become known as the person who only shares monologues because your network won’t always have time to read them. Along the same lines, too many short posts can come across as lacking substance which could make you seem less authoritative as a thought leader.
Varying the length of your posts (as well as adding images and videos) can keep your content fresh and relevant to your network. You’ll have content that gets people excited to see what gems you drop next.
4. Share external articles on the platform.
Unlike other platforms such as Instagram, LinkedIn’s algorithm supports external links to blogs and websites. So long as the content you post has value and is relevant to your audience, you’ll find success posting other people’s content on the platform.
Although you don’t have to worry about formally crediting the author if you’re linking directly to their website, it’s not a bad idea to tag them in your post or use their hashtag to give credit. Sometimes, they’ll share your post with their own followers, or comment under the post which introduces your Profile to their audience. How cool is that?

Image Source
5. Keep your publishing schedule consistent.
Known as the platform for having one of the longest content lifespans, LinkedIn is a platform that doesn’t need a ’round-the-clock publishing schedule. What it does need is a consistent one.
Whether you publish every day, every other day, or even once a week, your network will come to expect your content regularly which builds trust. Choose a schedule that makes sense for your business and stick to it for a month. See what days and times are yielding the best engagement and make those part of your publishing schedule.
Below, we’ll cover some effective ways to use the LinkedIn platform. These tips can be tailored to your needs — whether you have a personal LinkedIn page, business page, or both — no matter your industry or size. However, you’ll notice some of the points we’re going to cover are more suited for businesses looking to boost brand awareness or share content while others are more tailored towards those looking to recruit and hire new talent.

1. Customize your public Profile URL.
Make your Profile look more professional, and easier to share, by customizing your LinkedIn public Profile URL. Instead of a URL with confusing numbers at the end, it will look nice and clean like this:
http://www.linkedin.com/in/amandazantalwiener.
You can do this by clicking View Profile and then clicking Edit Public Profile and URL. Here you can change your URL to anything you’d like — such as your first and last name or business name — assuming it hasn’t already been taken by another LinkedIn user.
2. Add a LinkedIn background photo to your Profile.
Give your LinkedIn Profile a little bit more personality by adding an on-brand background photo. Although one is automatically provided to you, you can update it to showcase your personal brand, special interests, or catch the eyes of hiring managers and recruiters.
LinkedIn recommends a background photo size of 1584 x 396 pixels, and it must be a JPG, PNG, or GIF file under 8MB.

3. Add a ProFinder Badge to your Profile.
You might consider adding a ProFinder Badge, which is used to identify freelancers within LinkedIn’s ProFinder. This service matches contractors with project managers who are seeking help. Freelancers can display a ProFinder badge on their Profiles to show prospective clients their skills, expertise, and recommendations.
LinkedIn offers two badge themes for you to choose from:

4. Take advantage of the blog and website links on your LinkedIn Profile.
You can add portfolio links and social networks to your LinkedIn page. Links to your content and business information can also be added to your Profile to increase clicks. This feature allows you to draw greater attention to specific areas of your page to drive traffic elsewhere.
For example, if you produced a podcast, you can share links to your episodes on LinkedIn (e.g. SoundCloud tracks) to promote your work.
5. Optimize your LinkedIn Profile for the search engines.
Search engine optimization (SEO) isn’t limited to blogging — you can also optimize your Profile to get discovered by people searching LinkedIn for key terms you want to be found for. You can add these keywords to various sections of your Profile, such as your headline, your summary, or your work experience.
Download a free SEO starter pack to learn everything you need to know about optimizing your business’ content.
6. Add, remove, and rearrange sections of your Profile.
You can edit and reorder sections of your LinkedIn Profile to highlight specific pieces of information in any way you see fit. When you’re in edit mode, simply hover your mouse over the double-sided arrow in each section. Your mouse will turn into a four-arrow icon, at which point you can click, drag, and drop to another position on your Profile.
7. Use Saved Searches and Search Alerts in LinkedIn Recruiter.
If you use LinkedIn Recruiter, you can use Saved Searches to save your search criteria — if you’re marketing job opportunities via LinkedIn, this is a great addition to your tool belt.
With the feature, you can save as many searches as you want and receive alerts when new candidates match your filter refinements and criteria. You can elect to receive daily or weekly search alerts from the system about relevant results via the Recruiter homepage.

8. List job opportunities and recruit new talent with LinkedIn’s job postings.
And speaking of your business’ open job opportunities, don’t forget to add and market your new positions on the LinkedIn Jobs page.
Here, candidates can learn about your business and openings by searching for specific keywords such as job title, industry, location, salary, experience level, and more.

9. Take advantage of LinkedIn Endorsements.
LinkedIn offers a feature called Endorsements — this allows you to recognize people you work with by endorsing their skills.
You can promote and endorse the skills of the people you work closest with to help refer them for other work, make their Profiles more impressive, show your support, and more.

10. Use Open Profile to send messages to people you’re not connected to.
To branch out and make new connections with potential partners, customers, and other industry leaders, you might want to send them a personalized message.
With the exception of fellow LinkedIn Group members, the platform only allows you to send messages to people with whom you share a first-degree connection. But did you know some people let you send them messages anyway, even if you’re not connected?
Here’s how that works: The ability to be part of the Open Profile network is only available to Premium account holders, but it allows those users to be available for messaging by any other LinkedIn member regardless of membership type.
Additionally, there are options for sending messages to those with whom you’re not yet connected, similar to sending a request to connect with a note (though we don’t recommend overusing this technique). Additionally, if you have a premium account, you can use InMail.
11. Check your Network Updates (or share your own).
Found on your LinkedIn homepage, Network Updates are essentially LinkedIn’s version of the Facebook News Feed. Check this feed periodically for a quick snapshot of what your connections, customers, competitors, and others are up to and sharing. You can also share updates of your own, such as details about your products or services and noteworthy content your business has created and published.
You may choose to sign up for email notifications or sort by “Top Updates” and “Recent Updates” to filter your feed in any way you choose.
12. Be identifiable.
Your LinkedIn connections should recognize your Profile the moment they look at it. A great way to make your Profile easily identifiable is by ensuring your Profile’s name, headline, and other simple identifiers are easy to see.
Note: You should always have your Public Profile setting enabled as well, to be visible and identifiable for your audience.
13. Check out who’s viewed your LinkedIn Profile.
Learn a little about your audience members, potential leads, and customers who are viewing your Profile and marketing content that you’re sharing on LinkedIn.
How? With the Who Viewed Your Profile feature.
This tool, which is accessible in the main navigation via the Profile drop down, enables you to identify the exact people who have visited your page. You can see how you stack up against the Profile views for your connections, other businesses like yours, and more.
14. Export connections.
Now, it’s no secret that you can use the connections you make on LinkedIn to drive traffic to your site and grow your base of paying customers. Exporting your connections — to a contact management system, for example — is a great place to start.
Under your Advanced Settings, you can start exporting your LinkedIn connections.

15. Customize your Connections to grow your professional network.
LinkedIn offers features to help you grow your professional network and make valuable connections. There are several ways to do this depending on what you’re looking to accomplish.
Here are some examples:

Add, view, and remove connections depending on their level of value to your business.
Control who can see your connections — maybe you do or don’t want your competitors to see that list of people.
Leverage your second and third-degree connections to grow your network and build new relationships.
Import and sync your contacts from your email and other sources to stay in touch with colleagues, partners, leads, and customers across the board. These connections will see your content in multiple places so they learn more about who you are as a business, deepening their relationship with your brand.

16. Join LinkedIn Groups.
LinkedIn Groups are a great way to make connections with people who work in, or are interested in, your industry. They serve as a hub for you and other members to share content, grow your contact list, establish yourself as an expert in the field, and boost brand awareness.
There are several other benefits that come from joining LinkedIn Groups. For example, by joining Groups related to your industry and participating in discussions within those groups, you’ll inspire thought leadership in your industry.
Additionally, by joining Groups, you can view complete Profiles of other members of the same group without being connected. Also, if you’re a member of the same group as another user, LinkedIn allows you to send up to 15 free 1:1 messages to fellow group members per month (typically, you can only do this if you’re a first-degree connection).
17. Create your own LinkedIn Group.
Consider creating a LinkedIn Group of your very own, like HubSpot did with the popular Inbound Marketers Group.
You can use your group to establish yourself as a thought leader in your industry, grow a community of advocates, generate new marketing content ideas, promote brand awareness, and generate new leads.
18. Communicate with your LinkedIn Group.
And on that note, there are more reasons to create your own Group on LinkedIn. In fact, one of the perks of managing a LinkedIn Group is that LinkedIn makes it simple to interact and communicate with the members of the Group you’re in charge of.
You can either send messages to group members or create a group post. Sending messages allows you to write a member of your group directly, or share content with them, from your group’s page. This is great if you have something to share with a specific person in your group. Creating a group post allows you to share any content you’d like on your group’s page which is ideal for initiating a discussion.
19. Share your LinkedIn status updates on Twitter.
Add your Twitter account to your LinkedIn Profile so you can share status updates across platforms. This is also a great way to boost your Twitter followers and LinkedIn connections.
For example, if you’re posting an update to LinkedIn that you’d also like your Twitter followers to see, you can easily syndicate that update to Twitter by selecting the Public + Twitter option in the dropdown menu within the LinkedIn update composer.

20. Leverage @mentions in your status updates.
Want another LinkedIn user or company to see your status update? On LinkedIn, you can tag — or @mention — users and other companies in your status updates much like the way it works on Facebook, Twitter, or Instagram.
Include the @ symbol immediately followed by the user’s/ company’s name in your status update or post. As a result, that user/ company will be alerted that you mentioned them, and their name will also link to their Profile and Page in the status update itself. This is a great way to boost engagement and interaction on your content as well as improve brand awareness.
21. Design all aspects of your LinkedIn page.
The design of LinkedIn pages has changed a lot over the years. Make sure yours is set up correctly and optimized for the latest layout, featuring a compelling and high-quality banner image.
Take a look at what HubSpot’s Company Page looks like for inspiration:

Use guides and templates to discover the best ways to design your LinkedIn page for optimal business, marketing, and professional networking.
22. Create LinkedIn Showcase Pages.
LinkedIn Showcase Pages are niche pages that branch off your business’ page to highlight specific initiatives and campaigns or feature specific content you’re working on.
Think of Showcase Pages as extensions of your main page that allow you to promote specific products or cater to your marketing personas — this provides a more personalized and targeted experience for your page visitors. This is a great way to expand your network on LinkedIn because other users can choose to follow your Showcase Page(s) even if they haven’t followed your main page.
23. Post company status updates and target them.
Publish Status Updates for your business on your LinkedIn page for your followers to see. This keeps your LinkedIn connections engaged and in the loop regarding your business’ latest developments, work, content, and updates. In your status updates, you can share written information, images, videos, documents, and more.
You can also post Targeted LinkedIn Status Updates tailored towards specific people and groups within your audience. To do this, use criteria such as company size, industry, job function, seniority, geography, language, or by including/ excluding company employees.
These targeted updates will appear on your page — or Showcase Page — as well as on LinkedIn for the targeted users (specifically, in their Network Updates feed).

24. Check out LinkedIn’s Content Marketing Score & Trending Content resources.
You can learn how impactful your organic and paid LinkedIn marketing content is with the platform’s Content Marketing Score and Trending Content resources.
Your Content Marketing Score tells you your impact on LinkedIn by measuring overall audience engagement with your content. Trending Content tells you which topics you are posting and sharing content about that are resonating with specific audience groups on the platform, allowing you to optimize your content for greater impact.
25. Experiment with LinkedIn Sponsored Content and Native Ads.
If you’re looking to complement your organic LinkedIn marketing efforts with some paid advertising, LinkedIn Ads are a smart choice. One of the biggest benefits of LinkedIn advertising: the targeting options.
LinkedIn’s PPC ads let you target specific job titles, job functions, industries, or company size, to name a few — you know, the people who are more likely to want/ need what you sell.
If you want to get started with LinkedIn’s advertising platform, check out our free guide to advertising on LinkedIn.
26. Share content through LinkedIn’s publishing platform.
Good news! You no longer have to be a LinkedIn influencer to publish new articles on LinkedIn. Publishing is available to all users on the platform. Experiment with how this feature can support your marketing goals by creating content and promoting it on your business’ LinkedIn page.
For example, you might experiment with syndicating content from your blog to LinkedIn — this way, you can promote subscriptions to your blog via LinkedIn.
27. Add a Page Follow Button to your website.
Add the LinkedIn Company Follow button to your website to promote your company’s LinkedIn presence and the content you share on the platform. When your website visitors follow your LinkedIn page via your site, they’ll automatically become connected to you and be able to view your company’s latest updates on the platform.
Using this method, you can boost your engagement and number of connections on LinkedIn by driving traffic to the platform directly from your website.
28. Analyze your LinkedIn marketing performance.
So … how are your LinkedIn marketing efforts faring? Analyzing your efforts and making necessary adjustments is critical to your success on the platform.
LinkedIn has in-depth page analytics as well as reporting tools for businesses to evaluate overall performance. There are specific data about how effective your status updates, content, and reach are as well as details about your page’s engagement and followers (like audience member demographics).
Market Your Business on LinkedIn
Are you ready to get started marketing your business on LinkedIn?
With so many updates and additions to LinkedIn on the horizon, we can’t wait to see how the network continues to make itself an integral resource and platform for marketers, job seekers, candidate seekers, and other professionals. Get started marketing on LinkedIn by experimenting with one of these best practices.
Editor’s note: This post was originally published in August 2017 and has been updated for comprehensiveness.

Podcasting is here to stay. According to Insider Intelligence, there are over 117 million podcast listeners in the U.S. alone, a 10% increase from last year, and that figure is expected to rise.
So why are so many people listening to podcasts? 74% of podcast listeners say they tune in to their favorite shows to learn new things.

Podcasts offer knowledge and inspiration in an easy-to-digest format for a variety of topics. If sharpening your skills as a marketer is on your list of priorities, then tuning into marketing-focused podcasts can be a great way to prioritize your professional development.
I asked members of the HubSpot content team what podcasts they like to learn the latest in marketing and entrepreneurship from. Here are their recommendations for the best podcasts covering digital, content, and affiliate marketing.
Best Marketing Podcasts
1. The Shake Up

Why Listen: The Shake Up is a weekly podcast hosted by Alexis Gay and Brianne Kimmel. Each week, the hosts facilitate engaging discussions about business leaders and companies that shake up the status quo. In each episode, you’re bound to learn a new perspective or strategy to support your work.
2. My First Million

Why Listen: Looking for your million-dollar idea? Add My First Million to your podcast queue. Hosts Sam Parr and Shaan Puri examine business trends and opportunities and brainstorm potential business ideas on-air. If you’re in a creative rut, My First Million can help inspire new ideas for campaigns and offerings.
3. iDigress

Why Listen: If you need strategic direction, tune into iDigress, hosted by Troy Sandidge. Troy specializes in finding creative solutions to complex problems, leaving listeners with actionable takeaways to implement better marketing and business strategies.
4. The Duct Tape Marketing Podcast

Why Listen: The Duct Tape Marketing podcast has been delivering expert insights and tips for marketers since 2005. Host John Jantsch interviews top marketers and thought leaders for daily tips, tactics, and sources of inspiration geared towards small businesses.
5. Marketing Made Simple

Why Listen: Marketing doesn’t have to be complicated to be effective. The Marketing Made Simple podcast by StoryBrand offers weekly tips to help marketers simplify their efforts for better results.
6. Go-To Gal with Jaclyn Mellone: Online Marketing + Mindset for Female Entrepreneurs

Why Listen: A healthy mindset is a non-negotiable trait for successful marketers and entrepreneurs. Host Jaclyn Mellone along with her guests tackle important topics such as building a personal brand, creating effective marketing systems and creating equitable and inclusive businesses.
7. The Marketing Analytics Show

Why Listen: In marketing, data is everything. The Marketing Analytics Show helps listeners feel more confident working with marketing analytics. In each episode, host Anna Shutko interviews marketers and analysts who share how they leverage data to make informed decisions and strategies.
8. The Market Your Genius Podcast

Why Listen: Nikki Nash is the author, speaker, and marketing mentor behind the Market Your Genius book and podcast. In weekly episodes, Nash and guests share personal anecdotes mini-trainings with actionable takeaways to empower listeners to grow their businesses and reach the right audience.
9. The CMO Podcast

Why Listen: Ever wish you could pick the brains of top Chief Marketing Officers? Well, you can by tuning into The CMO Podcast. Each week host Jim Stengel, former CMO of Procter & Gamble turned entrepreneur, facilitates in-depth conversations with CMOs of all backgrounds to inform and inspire.
10. The Sakita Method

Why Listen: Award-winning publicist and entrepreneur Sakita Holley shares a mix of solo episodes and interviews featuring successful creatives, entrepreneurs, and business professionals. Each episode has tangible insights listeners can apply to their own careers and businesses to drive positive results.
11. Metrics & Chill: The Podcast About Improving Business Metrics

Why Listen: The Metrics & Chill podcast by Databox takes the saying “what gets measured gets done” to a whole new level. For listeners looking for innovative ways to collect and analyze business data, Metrics & Chill offers informative case studies and takeaways from how successful companies manage their data.
12. MarTech

Why Listen: Tune in to the MarTech podcast to earn directly from marketers just like you. Each episode features an innovative marketer who shares the challenges and triumphs of their careers in the field. By the end of each episode, you’ll hear tangible tips and tricks to take your career to the next level.
Best Digital Marketing Podcasts
1. Online Marketing Made Easy

Why Listen: Online Marketing Made Easy hosted by Amy Porterfield is a top-rated business podcast covering digital marketing strategies for online business owners. Porterfield specializes in taking big ideas and breaking them down into actionable steps the listener can immediately apply to their own business.
2. Marketing School

Why Listen: Digital marketing experts Neil Patel and Eric Siu share bite-sized daily episodes packed with actionable advice. Topics covered include the latest SEO strategies, maximizing engagement on social media, and setting meaningful goals.
3. The Digital Marketing Podcast

Why Listen: The Digital Marketing Podcast hosted by Ciaran Rogers and Daniel Rowles is equal parts informative and entertaining. With many episodes clocking in at under 30 minutes, listeners can gain a wealth of information about the latest and greatest digital marketing strategies in an easily digestible format.
4. Socialette: Bite-Sized Online Marketing Podcast

Why Listen: If you’re looking for quick tips you’ll actually use, Socialette by Steph Taylor is for you. In each episode, Taylor dives into a different area of digital marketing to answer questions at the top of every digital marketer and online entrepreneur’s mind.
Best Content Marketing Podcasts
1. Copyblogger

Why Listen: If you enjoy deep dives into content marketing, email marketing, lead conversion, and copywriting the Copyblogger podcast is for you. Each week host Tim Stoddart sits down with content marketing experts who share their lessons learned and actionable takeaways for the listener.
2. Social Pros Podcast

Why Listen: Social media is an ever-changing, yet critical component of many company’s marketing strategies. Social Pros features top social media strategists who spotlight key trends and changes happening in the social media landscape so marketers can be ahead of the curve.
3. Actionable Marketing Podcast

Why Listen: The Actionable Marketing Podcast is a weekly show for marketers who are ready to roll up their sleeves and get to work. Each episode is designed to be concise and actionable for marketers at any stage in their careers.
4. The Agents of Change: SEO, Social Media, and Mobile Marketing for Small Business

Why Listen: The Agents of Change helps listeners learn how to use content to get in front of their ideal customers. Host Rich Brooks interviews guests who offer practical advice on SEO, social media marketing, and more.
5. Build Your Tribe | Grow Your Business with Social Media

Why Listen: Though primarily geared towards entrepreneurs, Build Your Tribe by Chalene and Brock Johnson offers valuable advice for anyone looking to leverage online platforms for business growth. Topics include branding basics, the latest hashtag strategies, social media content ideas, and more.
6. Perpetual Traffic

Why Listen: Perpetual Traffic, produced by DigitalMarketer, is all about lead acquisition and audience growth for businesses of all sizes. Hosts Ralph Burns and Amanda Powell discuss paid advertising strategies companies can use to expand their reach.
7. The Influencer Podcast

Why Listen: The Influencer Podcast is a must-listen for those who focus on influencer marketing. This show provides valuable insight into the world of influencer marketing and has key anecdotes for influencers and marketers alike.
8. Social Media Marketing Podcast

Why Listen: Social Media Marketing is hosted by Social Media Examiner’s Michael Stelzner and has been a valued resource on all things social media since 2012. This podcast delivers weekly episodes designed to help marketers learn new strategies and deliver better campaigns.
Affiliate Marketing Podcasts
1. The Smart Passive Income Online Business and Blogging Podcast

Why Listen: Smart Passive Income hosted by Pat Flynn covers various topics related to online business and affiliate marketing. Flynn offers a mix of solo episodes and interviews with guests to cover a variety of topics including ethical affiliate marketing to help companies and their affiliate partners generate revenue.
2. The Affiliate Guy

Why Listen: Marketers interested in learning the latest affiliate marketing news can subscribe to The Affiliate Guy hosted by Matt McWilliams. This weekly podcast shares tips, news, and insights related to how companies can better manage affiliate programs and help their affiliates earn higher commissions.
3. Affiliated: ClickBank’s Official Affiliate Marketing Podcast

Why Listen: Hosts Thomas McMahon and Kyle Kostechka publish bi-weekly to share effective affiliate marketing strategies that work across industries.
Press Play
For marketers ready to expand their skillset and learn new strategies, there is a wealth of information waiting for you.

submitted by /u/Big-Acanthopterygii2 [link] [comments]

submitted by /u/smdaisy9 [link] [comments]

Back in 2007, a research firm estimated that the average person saw up to 5,000 ads a day.
Fast forward to 2021, there’s no official number, but we can assume that number has probably doubled. I mean, you can’t stream a show or scroll on social media without being inundated with ads.

On YouTube, in particular, we’ve come to expect at least one ad per video. The question is, which ads are consumers paying attention to?
In this article, we’ll cover the top YouTube ads of the last two years and what made them so effective.
Best YouTube Ads of 2021 and 2020
1. Amazon: “Alexa’s Body”

At 78,344,440 views on YouTube, this ad had everyone’s attention.
To promote its virtual assistant technology, Alexa, Amazon delivers a creative and hilarious ad featuring movie star, Michael B. Jordan.

The ad starts out simply enough with a woman admiring Amazon’s Echo Dot. She then turns to the window, sees an ad for Jordan’s movie “Without Remorse” and imagines a whole life in which Alexa is actually Jordan.
The audience takes this hilarious journey with her, as she enjoys life just a little too much with Jordan until she snaps back to reality.
Here’s why this ad is fantastic: It takes a product that can be hard to advertise and quite literally brings it to life with a celebrity, People Magazine’s 2020 “Sexiest Man Alive” recipient no less.
A celebrity endorsement can definitely help boost brand awareness and recall, as long as they’re well aligned. In this case, it made for a memorable and effective ad.
2. Nike: “Never Too Far Down, You Can’t Stop Us”

When you think of Nike, one word that probably comes to mind is “inspiration.”
That concept is embedded in the brand’s values and mission statement. It’s also reflected in their ads.

Featuring some of the world’s top athletes, this ad dives into the ups and downs of success.
Footage of athletes at their lowest moments floods the screen, as basketball star Lebron James narrates the journey. He describes the struggle of falling down and the ability to get back up.
Nike has found which messaging resonates best with its audience. As a result, they don’t try to reinvent the wheel. Instead, they focus on recreating the same impact with influencers, celebrities, and everyday people.
The takeaway here is if it ain’t broke, don’t fix it.
3. Ad Council: Child Car Safety

This PSA is a personal favorite of mine.
You’ve got to admit: Any commercial with kids is usually a winner. But this one, in particular, stands out because it doesn’t try to use cuteness as the hook.

In this ad, two children stand in their yard as they watch their parents argue about the installation of a basketball hoop.
The father reassures the mother that “it’s all good” but all it takes is the hoop slamming to the ground for him (and her) to lose all confidence. The perspective then changes to one of the children as they encourage parents to visit a website for safer car rides.
How does it connect? Well, the idea is that the father has proven he’s willing to do anything for his kids including “routinely test [his] handyman skills” and “the strength of [his] marriage,” so this task should be an easy one.
Who said serious topics required serious ads? Often, humor is the best way to get the message across.
4. Zillow: “Susans”

Making a decision isn’t as simple as saying “yes” or “no.” You often go back and forth discussing pros and cons, battling with different versions of yourself.
For instance, the indulgent me often struggles with the foodie me. One side says, “be conscious of the foods you eat,” while the other screams “CAKE.” That one usually wins.
This Zillow ad takes this concept and runs with it.

Susan, the woman featured in the ad, talks through selling her home and buying a new one with the various versions of herself, including Negative Susan, Spontaneous Susan, and Paranoid Susan.
The second best part of the ad – the first is when Late Susan sneaks into the meeting – is when Lazy Susan brings up the hassle of going through that process. Helpful Susan then brings up how Zillow is the solution to this issue.
What Zillow has accomplished here is tackle the objections consumers typically have about real estate in a relatable way. By understanding how their audience thinks and what they struggle with, they made an ad that was engaging and relevant.
5. AT&T: “Say Goodbye to Awkward Chats”

Bad video connection? We’ve all been there.
The person you’re video chatting with starts buffering and frozen for seconds at a time. After you’ve taken the embarrassing screenshot, it stops being funny and you wonder how long it’s going to last.
AT&T takes this situation one step further.

The ad shows a new mom introducing her sister to her newborn. Unfortunately, just as the baby reaches the screen, the aunt’s signal lags and causes her to freeze as her face shows disgust.
The sister inevitably mistakes the sister’s facial expressions regarding the internet and takes it to mean something about her baby.
In just 30 seconds, the ad takes something that happens in everyday life and turns it into an ad.
Moral of the story: You don’t always have to go far to create a great ad. There are great ads that come from the seemingly mundane parts of our lives.
6. Masterclass: “Chris Voss Teaches the Art of Negotiation”

Masterclass’ top viewed video on YouTube is an ad for one of their masterclasses: the art of negotiation.
Despite having other videos that feature more household names, this seems to be the video that captured most viewers’ attention.
Some will argue it’s the content, and they may be right. I think it’s the formula they used.

From the second this ad starts, it sucks you in with the statement: “Everything in life is a negotiation.” From there, you’re immersed in the world of the subject and narrator.
The reason this ad is so powerful is that it answers the most important question: Why should I care?
It tells viewers exactly how this relates to them, how they would benefit from it, and how they can use it in their daily life.
Unless your ad is product-focused, it should give them the answer to those questions.
7. Travelers Insurance: “Legacy”

It wouldn’t be a top 10 YouTube ad list without an insurance company listed, right?
Insurance companies are notorious for taking the funny route for commercials. Because how else do you market a product that’s only needed in the event of something terrible?
Travelers Insurance did something different with this YouTube ad.

The brand told the story of a businessman passing his legacy, the family business, to his daughter. And they’re able to do that because they had insurance to rebuild the store following a natural disaster.
Using the concept of legacy isn’t something we’ve seen much from insurance ads. It’s heartwarming without fearmongering and that’s why it works so well.
8. Bluehost: “Build Beyond Boundaries”

When it comes to generating buzz for your product or service, showing is better than telling.
In 55 seconds, Bluehost delivered a fantastic ad that covered the brand’s top features without overwhelming the viewer.

The ad serves as a mini product demo, showcasing how easy it is to use using a fictional website concept. Here’s why it works:

The viewer leaves knowing how it works and what are some top features.
The video includes rich media to keep viewers engaged.

If you’re interested in creating a media-rich ad like this, consider the audio and video content platform, Casted. 
9. The General Auto: “The Lunchroom”

For years, The General had commercials that many consumers thought were low-quality. In their 2021 ad, the brand came with a fresh new look.

This ad starts with two men approaching former athlete Shaq in a lunchroom as he eats with a young friend. They reference a previous conversation in which they disagreed with Shaq about The General and refused to sit with him.
They acknowledge that they “misjudged them based on their commercials” then ask for forgiveness, plus a seat at his lunch table.
Now more than ever, consumers crave transparency. This was a great move for the brand because it addressed the elephant in the room.
The General realized their ads were contributing to (or causing) a negative perception of their brand. Instead of quietly rebranding, they took the objection and tackled it head-on, weaving it into their new ad campaigns.
The messaging is clear: Our brand is still trustworthy and credible despite our old ads.
So, if there’s a misconception about your brand, don’t be afraid to use that in your next campaign.
So, there you have it – the top YouTube ads of the last two years. What they all have in common is a deep understanding of their audience’s needs, behaviors, and own perceptions of the brand.

In 2018, 63% of consumers surveyed in an Accenture study revealed that they preferred to shop from purpose-driven brands. Fast forward to 2021 and that sentiment has only grown.
IBM ran a study in 2020 on consumer behavior and found that 57% of consumers are willing to change their shopping habits to be more environmentally conscious. In the same study, nearly eight of out 10 respondents stated that sustainability is important to them.

So, how does a brand leverage sustainable marketing to appeal to a growing, socially conscious audience? We’ll cover that and more below.
Green Marketing vs. Sustainable Marketing
While both terms are often used interchangeably, there is a difference between green marketing and sustainability marketing.
Green marketing focuses on strategies that promote environmental awareness and protection. Sustainable marketing, on the other hand, is a little broader.
It encompasses green marketing but it also includes practices that go beyond the environment, like social and economic issues.
1. Have a larger purpose.
Brands typically judge their success by the numbers. How much revenue they have or will generate in any given period is usually the biggest indicator of success.
Sustainability shifts this perspective by having brands evaluate themselves by something bigger than profit.
As a brand, you have to promote something that’s bigger than your products and services and transcends any particular industry.
Do you have a clear social mission? If not, spend time discovering what that is and how your brand plays a role in furthering that mission.
For instance, fashion brand Autumn Adeigbo sells clothing, accessories, and home decor items. However, its mission, as stated on its website, is to impact the lives of women on a global scale. They do so by using female-owned production facilities, employing female artisans, among other practices.
2. Think ahead.
Sustainability marketing is all about building long-term value.
Too often, brands focus on gaining immediate returns. For instance, many marketing tactics like running Google Ads and blogging are great lead generators.
However, what happens once your lead has made a purchase and turned into a customer? How will you build loyalty and create brand evangelists?
Sustainable marketing looks at ways to nurture consumers during the entire buyer’s journey.
Education is one way to build loyalty with your audience early on. From when they first discover you on social media to after they’ve made a purpose.
For instance, a food brand could educate its audience on the importance of ethical farming on social media and continue this process post-purchase with package recycling tips.
3. Be customer-oriented.
You might be thinking, “Isn’t being consumer-oriented what all marketing is? ”
Ideally, yes but that’s not always the case.
In traditional marketing, a brand will often try to push a product or service to a customer. With consumer-oriented marketing, it’s more about understanding your customers’ needs and tailoring your marketing to that.
For instance, say your audience is craving more transparency in your sourcing practices or want you to be more vocal on social issues. You could use that information for your next campaign.
With so much competition out there, one way to stay customer-oriented is by innovating.
We’ve all heard the Blockbuster and Netflix cautionary tale. But that speaks to a huge societal shift that Blockbuster was unwilling to make.
But the truth is, innovation doesn’t always have to be so big. It can happen in small iterations – the key here is staying in touch with your audience’s needs.
4. Reflect sustainability in every aspect of your brand.
Sustainability marketing doesn’t work if it’s not authentic.
Imagine finding out a business that claims to be sustainable has failed to implement any practices to promote its mission. Consumers would distrust that brand and it would be difficult to earn it back.
Make sure your brand is looking at sustainability from a holistic lens.
Are you preaching about sustainability but use unsustainable resources to build your product? Are you collaborating with brands that conflict with your mission? Is your team representative of the future you want to promote?
These are the questions you should ask to determine if your brand reflects the mission you’ve set out to achieve. Identify the areas that need work and go to the drawing board to figure out strategies that align with your mission.
Audiences don’t expect perfection, they do, however, value transparency. It’s OK – and recommended – to share where you currently fall short and how you plan to remedy these issues.
Sustainable Marketing Examples
1. Pangiai

Materials science company, Pangiai, wants to save the environment.
Every piece of marketing the brand puts out is centered around this core mission, including this video campaign.

In it, the brand explains its mission to “reverse the cycle from the unnatural to natural, from plastic to plants […], from the new to the recycled.”
What’s effective about this ad is that Pangiai describes the future they want to see and outlines the strategies it will implement to get there.
Throughout the ad, you see Pangiai products but they’re not the focus. This tells viewers the mission drives the products, not the other way around — and that’s sustainable marketing done right.
2. Nada Duele

In the previous section, we discussed the importance of having a holistic approach to sustainability marketing.
With Nada Duele, their mission is reflected in everything: from their name, which represents the idea that products should not cause harm, to the initiatives they take part in.

Image Source
When you visit their “How We Work” section, you learn about their collaboration with a Guatemalan institute dedicated to protecting the forestry sector.
It’s important that the partnerships your brand takes on align with your values. Otherwise, you risk losing credibility and trust.
3. Satya + Sage

Social media is one of the best and easiest ways to implement a sustainable marketing strategy.
You can share a range of content, from educating your followers on sustainable practices to sharing ways your brand is being sustainable.
In this example from candle company Satya + Sage, they share tips on how to use the seed paper that comes with every candle.

Image Source
On social media, in particular, pay attention to the questions your followers ask and the comments they make, as that can inform which marketing strategies you test in the future.
Why is sustainable marketing important?
Sustainability is a topic that has gained a lot of traction as of late, however, research shows it transcends age.
The 2020 IBM study on consumer behavior revealed that while Millennials are the most interested in sustainability awareness, Boomers (and all consumers in between) strongly consider it when choosing brands.
As a result, even if your brand isn’t rooting in this mission, you will still find value in investing time and resources in sustainable practices and marketing to attract more customers.