Category: Marketing Automation

Big Idea or Enduring Question: How do you use the lightning web component to display the modal window?  Objectives: After reading this blog, you’ll be able to: Understand the difference between alert and model  Display a modal with an overlay on the button click Display another lightning web component inside
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Early this year, conversations surrounding an upcoming recession started making headlines. Then, we saw mass layoffs and hiring freezes happening, particularly in the tech world.

According to our 2023 Marketing Strategy Report, 48% of global marketers say the potential for an economic downturn or recession has affected their company’s hiring plans in 2022.
The report also suggests that this impact will continue into 2023. In this article, we’ll cover:

How the Recession Has Impacted Hiring So Far
How the Recession Will Impact Hiring in 2023
Which Roles Remain Popular & Which Ones Have Lower Demand
Which Companies and Industries Are Most Impacted

How The Recession Has Impacted Hiring So Far
Based on our report, we know that nearly half of marketers globally say the current economy has impacted their hiring plans for the year. The question is how.
The report suggests that marketers already struggle with hiring top talent, with 47% of respondents saying it’s one of their biggest challenges. More specifically, respondents say the biggest roadblocks are finding candidates with the right skill set and meeting salary expectations.

The recession has only exacerbated an existing issue. Here are some standout figures:

35% of respondents say they had to slow down or pause hiring efforts.
27% of respondents say their company had to fire or lay off employees.
26% of respondents say their company had to rescind offers made to prospective employees.

When asked in the Fall of 2022, “How long do you expect hiring efforts to be slowed or paused at your company?” 43% estimated four to six months while 27% said over seven months.
This indicates that many companies will be experiencing hiring freezes well into the new year.
It’s worth noting though that the recession hasn’t impacted all companies in the same way. The report shows that some companies actually increased hiring, according to 34% of marketers surveyed.
One interesting finding is that companies that describe their marketing strategy as effective are nearly 20% more likely to increase their hiring efforts in 2023.

How The Recession Will Impact Hiring in 2023
According to our report, 10% of marketers still anticipate struggling with hiring top talent in 2023. And 42% of respondents say the recession will affect their hiring plans next year.

How exactly? 35% say they will have to slow or pause hiring efforts. In addition, 24% of respondents say their companies plan to fire or lay off employees.
However, mirroring the 2022 outlook, many companies – 48% –plan on increasing hiring efforts, suggesting that not all industries are being impacted negatively by the economic downturn.

Which marketing roles will be impacted by a potential recession in 2023?
Every company weighs roles differently. Depending on their business goals, companies will place more importance on some roles versus others.
We were interested in finding out if there was a lot of overlap across industries with the roles they chose to invest in most or least in 2023.

Here’s what we found out: Two roles for which companies plan to decrease their recruitment efforts the most are: General marketing managers and acquisition marketing managers.
Given the economic climate, companies may be focused more on retention rather than acquisition, explaining the shift away from this role. As for the general marketing manager role, one theory is that companies rather invest in specialized roles that can offer quicker results.

Conversely, when asked about which roles they plan to increase their increase efforts, the top three were:

SEO strategist
Marketing data analyst
Creative director

Which companies and industries will be most impacted?
We’ve mentioned throughout this article that no two companies are impacted the same way during an economic downturn.
Our report shows that companies in the Media and Entertainment industry are most likely to decrease hiring efforts in 2023, 13% more than other industries.
83% of respondents in that category say that the potential for an economic downturn or recession will lead to a decrease in hiring efforts in 2023. Among those surveyed, those working in government and ecommerce show the lowest potential for a decrease in hiring efforts.

Meanwhile, we’re seeing the highest numbers for increases in hiring efforts in these five industries:

Defense and aeronautics
Government
eCommerce
Chemicals and metals
Advertising or marketing

There also seems to be a correlation between a company’s size and its hiring plans. According to our report, companies with large marketing teams (201 to 500 marketers) are 20% more likely to increase their hiring efforts in 2023.
There’s still so much unknown surrounding the current economy. However, our report suggests that many companies are taking a conservative approach to hiring in 2023 in preparation for difficult financial times.

Like many small business owners, I launched my boutique as a one-woman show. The Flourish Market was just a fashion truck at the time, so it was manageable for me—and eventually some hourly staff—to take it to events, ship online orders, and market the burgeoning business.When we opened our first brick-and-mortar store 13 months later, everything changed. Suddenly, someone needed to be present at the storefront six days a week, on top of keeping things running behind the scenes. I was being pulled in a thousand directions and barely had time to do the basic tasks that would keep my business running, let alone the strategic work to help it grow. I had reached a sticking point where the only two ways to move my business forward would be to hire someone to free up my time, or to magically add more hours to my day. Since I am not a wizard, it would have to be hiring. And I didn’t want to just keep relying on hourly staff, either—I wanted an experienced store manager who could take the mental burden of day-to-day operations off my plate. When I looked at our revenue at the time (just over $300,000), I could only afford about three months of payroll for a full-time store manager given other costs—but I decided to take the leap and hire a salaried employee anyway. Let me tell you, it was terrifying. I was paying her more than I was even paying myself. I was worried we would run out of money before I knew it, and that I would end up a failed business owner.Instead, we more than tripled our revenue within that year—more than enough to pay her salary, to grow mine to where it really needed to be, and to put away some savings for the business. Since then, I’ve found the biggest gains in my business happen when I invest in bringing on help, even when it feels like a bit of a stretch.Here’s why that hire paid off so much, how I ensured I was making the most of my newfound time, and how I now recommend other business owners think about growing their teams.It Was an Investment in the Future of My BusinessI find that the majority of business owners pick option number two when they’re feeling stretched too thin—they try to magically add more hours to their day. That’s usually what’s talked about in entrepreneurship: Are you willing to put in the work? Are you willing to hustle hard enough?The question I like to ask at that point is: At what expense? Beyond the mental health implications of working yourself into the ground (more on that in a minute), I don’t think this approach will ever lead to true scalability because there’s only so much you can do on your own.The mental shift that really helped me was this: Instead of thinking about my new employee as a cost, I started thinking about her as an investment. I always tell my coaching clients now that, if you’re hiring the right person, they should make you money, not cost you money. I learned this from experience when hiring my first salaried employee. For starters, she quickly made up for her salary (and then some) by bringing in retail expertise that helped the store run more efficiently and increase our sales. On top of that, she opened up my time to spend on strategic tasks that would grow the business’ bottom line and impact.Now, anytime I’m hiring someone new, I ask myself what value they can add instead of what cost. View this post on Instagram A post shared by Emily Grey (@emilygreyunderway) It Motivated Me to Spend Time on Higher-Value WorkTaking the risk of bringing on a salaried employee before I felt ready really lit a fire under my butt to work on my business instead of in my business—to do the work that wouldn’t just sustain the business but that would grow it to the next level. I had put a lot of these tasks on the backburner, partially for lack of time and partially out of fear that they wouldn’t work out. But I told myself that, if I hired this person, I had to start investing my time more wisely. I started to think about every task I was doing in terms of the value it was bringing back into the business. There was the $10 per hour work (shipping orders, working the register, administrative tasks) that should be done by hourly staff (who, by the way, we pay more than $10 per hour—that’s just a useful number for this mental exercise). There was the $100 per hour work (styling customers, merchandising the store, tracking best selling items through inventory reports) that should be on my new employee’s plate. Where I needed to be investing the bulk of my time was in the $1,000 and $10,000 per hour work. This is the stuff that isn’t just focusing on bringing in one transaction but is paving the way for many transactions: Pitching press to get our name out there, improving our marketing strategy, making strategic connections in my city, spinning up new revenue streams (like the coworking space we launched to make use of extra space in our store). I still wanted to stay connected to my customers, so I committed to spending 10 hours a week working in the store. But, I challenged myself to spend the remaining 30 hours only on those high-value tasks. This approach was game-changing for taking my business to the next level: Less than a year later, we had hit the $1 million revenue mark.Thinking of how I spend my time in terms of value is now a cornerstone of how I run my business. Each quarter, I do a time audit by tracking every hour of my time for a two week period, and I work to offload any low-value tasks I’m holding onto. I now have my team do the same, which helps us build the job description of who we need to hire next to open up everyone’s time to have more impact on the business.It Was Necessary for My Mental HealthAs business owners, we carry so much. There’s obviously the never-ending list of what needs to get done (which, as I mentioned above, is important to get support on so we have time for loved ones and fun and other things that contribute to our wellbeing). But there’s also the heaviness of wondering: Will my business succeed? Will I be able to take care of my employees and my contractors? Will I end up in a puddle of shame because my business fails?Before I hired my full-time employee, I felt like I was running on a hamster wheel trying to keep up, and the weight of worrying about my success was making it harder and harder. I’ve always found that the best way to fight overwhelm and fear is by taking action, and by offloading the day-to-day tasks to someone and putting myself in motion on strategic tasks, I felt more empowered to create the success I envisioned.Bringing on team members is ultimately about investing in spaciousness. The space to take care of yourself so you can show up fully in your work, the space to dream up new ideas, and the space to actually implement them: That’s what unlocks the next level of growth. We just celebrated seven years in business, and I’m now surrounded by a team of 22, including five salaried employees. Taking the scary leap to invest in someone new never gets easier, but it’s been worth it every time. Not only has it consistently helped me take my business to new heights, but I get the joy and fulfillment of doing it alongside others. View this post on Instagram A post shared by The Flourish Market (@theflourishmarket)

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Seventy-one percent of US businesses use Instagram to market their products, services, and brand to more than one billion users on the app. With a variety of interactive features, Instagram marketing has become essential for small businesses.
Your team needs need to have an Instagram marketing strategy in place to harness the platform’s power. Read this guide to help you tackle the platform.

Table of Contents:

Why Instagram Marketing Matters for Small Businesses
15 Instagram Marketing Strategies for Small Businesses
Getting Started

Why Instagram Marketing Matters for Small Businesses
In our digital-first world, Instagram is one of the first places people go to learn about a small business. Today, 90% of people follow at least one business on Instagram. Further, 1 in 2 people use the app to discover new brands, products, and services.
As a small business owner, you need to use Instagram to get your business in front of customers and build brand loyalty. But without a clear Instagram marketing strategy in place, you may find yourself struggling to grow your audience, post content consistently, or generate quality engagement. If this sounds familiar, you’re not alone. Over 90% of small businesses struggle with these common social media challenges.
Here’s the good news: Even if you have a small budget, limited resources, or a one-person team, there are several Instagram marketing strategies that small businesses can use to grow their presence and find success on the platform. Let’s dive in.

 

15 Instagram Marketing Strategies for Small Businesses
1. Start with a goal.
There’s no doubt that Instagram is a powerful tool for small businesses. To get the most out of your Instagram marketing, there needs to be a clear goal in place for what you want to achieve on the platform.
Here are a few examples of goals you might choose for your Instagram marketing strategy:

Increase sales.
Drive website traffic.
Generate brand awareness.
Boost customer engagement.  

Once you have a goal in place, you can use that to guide the type of content you post, the people you want to reach, and the general messaging to use on your page.
2. Set up the basics of your profile.
A few basic elements of an Instagram business profile are a profile picture, business name, and business category. Your page should also include contact information like a phone number, email, and address (if you have a physical location).
Clothing brand Quince includes a contact email in its bio so customers can easily reach out to the brand for support.

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Another way to get the most out of your Instagram profile is to make sure it’s search-friendly. Create a searchable username so people can easily find your business.
Your profile image should also be something recognizable like your logo so new followers instantly recognize your brand’s thumbnail as they scroll.
3. Optimize your bio.
Your Instagram bio is the first thing people see when they visit your profile — think of it like the homepage of your website.
If you only have a few seconds to capture a visitor’s attention, what are the main elements or pieces of information you want them to take away?
Use your bio to let new followers know who you are and what you do. Include your company’s tagline or put together a sentence or two that sum up the type of content people can expect to see by giving you a follow.  
You can also use your bio as an opportunity to share announcements, promotions, or product launches. Pet brand Wild One includes special offers in their bio.

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4. Be intentional with your bio link.
If one of your Instagram marketing goals is to drive more traffic to your small business’ website, then spend a little extra time optimizing the link section of your bio.
Because you can’t include clickable links in Instagram captions, the link in your bio is what users will click on to learn more about your brand, shop your products, or sign up for an email list.
Use the link section to direct people where you want them to go next.
If you have multiple pages or products you want to promote at once, use a tool like Linktree or Later’s Link in Bio. These tools turn your main link into a mini website, giving users multiple options to click on within one link.
Newsletter brand Girls’ Night In uses a link tool to make it easy for its followers to find and visit links for products and articles that were mentioned in their posts.

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5. Host a giveaway
Want to grow your audience on Instagram? Host a giveaway.
According to one study, giveaways help Instagram accounts grow 70% faster in just three months.
And it’s easy to see why. Instagram giveaways increase brand awareness, boost organic engagement, and drive more people to your profile by encouraging likes, comments, and shares for a chance to win.
To generate even more engagement for your giveaway, team up with another brand for a joint prize like Oat Haus and Califia Farms did below.

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Not only does more than one prize incentivize people to enter, but teaming up with another brand doubles the audience that will see your content or be introduced to your brand for the first time.
6. Geotag your posts.
If you have a physical location for your small business, be sure to create a geotag so you can include it in your Instagram posts. A geotag provides location data which helps users pinpoint exactly where to find your small business.
Not only that, but Instagram also organizes posts that use a certain geotag under one searchable tab so users can see all of the posts from that location.
By contributing to the tag, you can show people what they can expect when visiting your business. For instance, if you have a restaurant, use your geotag to show off menu items or give people a glimpse at what the dining atmosphere is like.

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7. Tap into user-generated content.
Content creation is at the heart of Instagram marketing, but it’s no small feat. From brainstorming creative ideas to shooting images or taking videos, there’s a lot that goes into a single post.
This is where user-generated content (UGC) comes in handy.
UGC is content that’s been created and posted by Instagram users. It’s usually in the form of an image or video of someone using your product or visiting your business.
You can scope out UGC by checking out posts that you’re tagged in or browsing through content that uses your geotag.
Self-care brand Chillhouse regularly reposts customer photos that align with the rest of its Instagram content.

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Not only is UGC a time-saver when it comes to content creation, but it also helps build social proof and brand credibility by showing followers authentic content from real people.
8. Offer exclusive promotions.
If you want to give people a reason to follow you on Instagram, offer exclusive promotions for followers.
Share a discount code that followers can mention if they visit your business in person or use at checkout when shopping online. To make the promotion even more exclusive, use Stories to share discount codes. Because Stories disappear after 24 hours, followers may feel a sense of FOMO if they don’t act on it quickly.
Promotions give your followers a reason to stay engaged and look forward to what and when you’ll post next, which helps build brand loyalty for your small business.
9.  Take advantage of hashtags.
Hashtags are essential for your small business’s Instagram marketing strategy. Hashtags can help you join in on a conversation or topic that’s relevant to your brand. They also help Instagram categorize your content. When users search or browse a hashtag they’re interested in, they may see your posts.
Not only are hashtags a tool for users to discover new brands and content on the platform, but they also allow your small business to build brand awareness and recognition.
Consider creating a branded hashtag and encourage followers to use it when they post about your brand. This helps build brand recognition and encourages people to share UGC.
Shoe brand Tecovas created a branded hashtag for an Instagram campaign that encouraged followers to share their game-day outfits using the hashtag #TecovasTailgate.

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10. Engage with influencers.
Every industry has its influencers, from food to beauty to business. Influencers are highly effective at connecting with an audience and building trust with their followers. In fact, 37% of consumers trust social media influencers over brands.
If you have extra room in your marketing budget, consider partnering with an influencer for sponsored content.
As a small business, micro-influencers (influencers with around 10,000 followers or less) may be best to collaborate with or form a partnership with. Not only are they more relatable to your audience than a mega influencer or celebrity, but micro-influencers tend to generate more engagement than those with hundreds of thousands of followers.
11. Make your posts shoppable.
Each month, 130 million people use Instagram’s shopping features. If you operate an e-commerce business and want to reach even a fraction of these engaged shoppers, take advantage of Instagram’s commerce tools.
Instagram Shopping makes it easy for your followers to browse and purchase products directly through the app. After setting up your shop on your profile, you can add product tags to your posts like the outdoor brand Kammok does below.

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12. Talk to your followers.
With all of the features that are available on Instagram these days, it can be easy to overlook one of the foundational elements of the platform: being social.
Engage with your audience wherever and whenever you can – in the comments section, in Stories replies, or even in DMs. By connecting with your audience on a personal level, you humanize your small business and build strong customer relationships.
You can start the conversation by directly asking for follower input. Use the interactive features on Stories, like polls and questions, to gather feedback and generate ideas from your audience.
Encouraging participation is another way to connect on a more personal level. Your followers will feel like they’re part of your community.
13. Experiment with Reels.
Instagram has rolled out several new features over the years including Stories, Lives, and now Reels.
Reels are short-form videos that can be creatively edited to form a compilation of clips that tell a story.
Here are a few ideas for Instagram Reels:

Show a day in the life of a small business owner.
Share a behind-the-scenes look at your process.
Tell the story behind the brand.
Introduce team members.
Give a tour of your space (office, storefront, restaurant, etc.).

Small businesses can also use Reels to share how-to videos that educate their followers. In the Reels below, P.F. Candle Co. demonstrates how to safely relight one of their candles.

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14. Get creative with your captions.
For small businesses, your Instagram captions are an opportunity to add personality to the brand.
Rather than directly promoting your product or service, you can use your captions to spark conversations with your audience, encourage engagement, or show off the human side of your business. Waterloo Sparkling Water keeps its tone fun and human in the post below.

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15. Analyze your metrics.
To understand how well your Instagram marketing strategy is performing, it’s essential to track and measure your metrics.
You can use Instagram’s native insights or one of the many free and paid Instagram analytics tools. Make sure you have a set of metrics you want to track and a process to evaluate their success.
The metrics you choose to measure should tie back to your goals. If the goal of your Instagram marketing strategy is to drive more people to your website, then you’ll want to track your Instagram link clicks to see how they correlate to your site traffic.

Getting Started
Instagram continues to be a powerful and effective way for small businesses to grow their brand. With a strong Instagram marketing strategy in place, small businesses can reach new customers, increase sales, and build loyal customer relationships through the app for years to come.

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