Category: Marketing Automation

Believe it or not, driving traffic to your website — albeit challenging — isn’t enough to sustain your business. To truly leverage that investment in traffic, marketers must use conversion rate optimization, or CRO, to convince said traffic to complete the desired action.
The list below outlines many helpful tools for marketers looking to optimize their conversion rates. From high-level changes like landing page and email design and inspiration to in-depth insights on how your visitors navigate through your content, these tools will help you improve your site’s performance.

To help you understand the tools and their uses, we’ve also broken this list into a few major categories:

Lead capture tools
Research tools
Analytics tools
Mouse tracking and heat maps
Feedback tools
Experiment tools

Ready? Let’s start converting.

Lead Capture Tools
These are the tools you will use to capture more leads on your site, thus improving your CRO analytics . While most conversion-focused content has a built-in form or CTA, these tools act as additional lead capture mechanisms to boost the number of leads that convert on your content.
1. HubSpot
Price: Free
It’s Google Analytics meets SumoMe meets a CRM. Sounds cool, right? It starts with an exit intent popup CTA, then syncs with your website’s existing forms to learn about your site visitors and their path through your pages.

HubSpot’s tools give you in-depth contact insights on prospects and current contacts in your database. It also pairs its contacts database with a dashboard that shows you a high-level view of which marketing efforts are paying off and converting and which ones aren’t.
2. HelloBar
Price: Free plan or $29/month to $49/month
HelloBar is a lead capture tool that allows you to add a popup form to your website to grow your email list, promote your social pages, showcase a sale, or other lead generation strategies. The free version allows you to create one modal that’s shown to every 10th visitor. However, premium plans offer more advanced call to action (CTA) options.

3. Sumo
Price: Free plan or $49/month
Sumo offers a suite of free tools to help you increase your site conversions. For lead capture, it offers a “Welcome Mat” popup CTA, a “Smart Bar” to increase email subscribers, a scroll-triggered box, and a “Contact Us” form.

Along with their Google Analytics research tools, the Sumo suite helps you gain on-page insights and increase your email list.

Research Tools
Before you create any content, call upon these tools to draw inspiration and check out what other smart marketers have seen success with in the past.
4. BuzzSumo
Price: $99/month to $499/month
The best content gets shared and linked the most. So what better way to gain preliminary insights than to compile all of the most shared content on your particular topic?
With BuzzSumo, all you have to do is enter the keyword or topic. Then, it’ll pull together the most shared and linked content on that topic. Time frames range from the last day, week, month, or year.

So if you’re trying to optimize the landing page for your new webinar on cat fashion, all you have to do is enter “cat fashion.” BuzzSumo will then give you the best articles, resources, videos, and more on the fascinating topic of cat couture.
You’ll then be able to dig in and explore some of the key elements that made these pages popular. With that, you can go back and incorporate them into your own content.
5. SimilarWeb
Price: Contact for pricing
Knowing where your website visitors came from can (and should) have a big impact on the type of content you create. With SimilarWeb, you can see where your traffic is coming from, which keywords are fueling your organic traffic, and what other sites are considered most similar to yours. You can also compare analytics to find out the website conversion optimization by looking over data.

With this information, you’ll be able to optimize content for your biggest traffic sources and dig in to see what competitor sites are doing to drive conversions.
6. Land-book
Price: Free
If you’re creating a landing page from scratch, getting started can be difficult. Luckily there’s Land-book, a free collection of the web’s best-designed landing pages.

With Land-book, you can explore how top companies use elements like copy, positioning, layout, and design to drive conversions. Pick and choose your favorite elements from the Land-book database, and then incorporate them into your own landing page.
7. Really Good Emails
Price: Free
In today’s marketing landscape, if you want to get your message across, you’d better know a thing or two about visual communication and design.
Don’t know a thing or two about either? Enter Really Good Emails.

Similar to Land-book, Really Good Emails is a database of the web’s best-designed emails from the world’s most innovative companies. Use this as a resource to see how you can design your email to get your message across in the best way possible, as fast as possible.
(Check out this post for even more resources where you can find great marketing examples.)
8. SubjectLine.com
Price: Free
When sending an email, the subject line can either make or break your performance. Before you choose which ones to send, check them out using this awesome resource.

SubjectLine.com has tested over three million subject lines and has a tool to evaluate your potential options. It gives a deliverability and marketing score, plus advice on improving.
9. Headline Analyzer
Price: Free
CoSchedule’s headline analyzer gives a score of 1–100 to gauge the effectiveness of titles. The score is calculated based on word usage, grammar, vocabulary, type of headline, character, and word count.

The tool shows you what your headline looks like on Google and in an email subject line. This tool serves as a great litmus test to generally know how well your headline will perform.

CRO Analytics Tools
These are the tools you will use to measure and track your content’s performance. You can use the CRO analytics to fully analyze the dips, jumps, and fluctuations in your conversion rate.
10. Kissmetrics
Price: Contact for pricing
Kissmetrics is a complex tool that integrates with your email service provider to make it easy to analyze your audience and email them in specific cohorts.

With Kissmetrics, you can learn the path that your customers have taken through your website. You can also conduct A/B tests, build data sets (without SQL), perform website conversion optimization, and assess the ROI from your campaigns.
11. Google Analytics
Price: Free for basic, contact sales for premium
Google Analytics is a free way to track your website visitors. You can see how long it takes visitors to bounce from your pages, if visitors complete goals from a certain path, and which sources bring people to your website.

What’s great about Google Analytics is that it allows you to see which keywords people are using to find your page, devices they’re searching on, and uncover demographic data. However, there are no specific emails or contact information associated with your site visitors.
12. HubSpot Website Grader
Price: Free
Website Grader is a great way to get a quick snapshot of a website’s overall performance. It gives insights on performance factors (including speed, page size, and page requests), mobile responsiveness and appearance, SEO (page titles, meta descriptions, headings, and site map), and security. It’s great for website conversion optimization.

From there, the tool devises a grade and provides suggestions on how to improve, which makes it easy to come up with some quick wins that’ll help you boost conversions.

Mouse Tracking and Heat Mapping Tools
These are the tools you will use to see how people interact with your content, including how they scroll and where they click.
13. Hotjar
Price: Free for Basic, $29/month
Once you’ve nailed the basics like landing pages, CTAs, pop ups, and content, you’re ready for some more advanced conversion rate optimization. Hotjar offers heat maps and screen recordings. They enable you to track how much your page is being viewed and how visitors navigate your website.

Hotjar also offers analytics, so you can see how well your pages are performing. This is helpful to see what’s working and what you can change to increase conversion.
14. Clicktale
Price: Contact for pricing
Clicktale is similar to Hotjar, as it also offers heat maps to help you determine the most valuable real estate on your pages, scroll depth (where is the “fold” on your website?), click tracking, and link analysis.

Using these tools, you’ll have the information you need to organize content, CTAs, and page design in a way that makes the most sense for engagement.
15. Clicky
Price: Free plan, or $9.99/month to $149/month
Clicky gives you real-time analytics on the visitors to your website. It tells you where people are accessing your site, how long they’ve stayed on each page, and how many visitors are actively online. The resource also offers heat maps and scroll tracking.

Clicky is an excellent one-stop-shop for customer behavior. You’ll have multiple formats at your disposal to leverage for optimizing the performance of your website — so you can convert as many leads as possible.
16. Crazy Egg
Price: $24/month to $249/month
Crazy Egg offers a full suite of heat maps and click tracking, with the additional functionality segment clicks by source and evaluating link effectiveness. The basic package is fairly inexpensive and gives great insights into how effective each website page is.

17. Heatmap.me
Price: Free plan or up to $100/month
Heatmap.me is a great free option for anyone looking to start exploring heat maps, responsive web design tests, and real-time page statistics. Heatmap.me can also track dynamic elements on your site in the heat map tool. Think slider bars, photo galleries, and other interactive sections.

When you use the tool, you’ll see real-time analytics. It gives you important data you want to see, such as CTR and page performance. They’re easy to analyze for beginners and provide the numbers you need to enhance success.

Feedback Tools
These are the tools you’ll use to engage and receive feedback from your visitors. Feedback tools include surveys, polls, messaging, and user testing programs.
18. Intercom
Price: $87/month to $153/month
You can use chat tools to acquire new customers and chat with existing customers.

As a CRO analytics tool, you can use Intercom to communicate with website prospects to learn if they need additional help, find out how their experience is going, and learn how you can improve. It also allows you to track leads and use a shared inbox with your team.
19. Qualaroo
Price: $149/month to $499/month
Using chat windows doesn’t have to be limited to just being live. In fact, Qualaroo proves that. It offers popups to collect live feedback from website viewers.

With this information, you can tailor a site experience, target specific customers, and learn what issues people may be experiencing. This tool is extremely helpful at all stages of the funnel, and is frequently utilized in the e-commerce space.
20. SurveyMonkey
Price: $25/month to $99/month
SurveyMonkey has a free option for those just starting with survey research. You can use this tool to learn demographic information, discover which types of content your prospects and blog subscribers prefer, and get product feedback.

Survey your customers about their satisfaction. You’ll get great insight straight from the source about what draws your audience to your company. From these results, you can work on improving conversion methods.
21. Five Second Test
Price: $50/month to $100/month
UsabilityHub has an awesome community-fueled tool called Five Second Test that allows users to upload a product, app experience, or design and have the community test it before launch. For example, one of the tests you can run is a click test, which will give you a heat map of page performance.

You get responses about recall, general feedback, and UI thoughts. This is a great way to have opinions. Five Second Test also offers click, preference, question, and navflow tests for other website and UI questions. You can also design surveys with the tool.

Experiment Tools
These are the tools you’ll use to manage, plan, and execute A/B and multivariate tests. Some of these tools will help you turn ideas into experiments, while others will help you create the variations and run the actual tests on your site.
22. Optimizely
Price: Contact for pricing
Testing is hard. It’s hard to come up with a good control group, find a large sample, and determine if your experiment is statistically significant. Luckily, Optimizely helps a lot with all of that – and then some. With Optimizely, you conduct tests across all devices and platforms, then figure out if it’s significant. The software offers A/B, multiple page, and multivariate tests.

Optimizely’s tool gives you a full, robust report of test results (example shown above). You’ll see interactions and, best of all, sign up clicks. Your report will tell you how many leads each test variant earned, so you can choose the best.
23. Effective Experiments
Price: Contact for pricing
Effective Experiments is a concise way to track all of your experiments. If you have tons of Excel spreadsheets cross-referenced with Google Analytics data, you are probably going crazy trying to keep track of everything. This tool puts it all in one place and helps you determine statistical significance.

How to Shop for Conversion Rate Optimization Tools
It can be hard to shop for the best conversion rate optimization tools, so we gathered together these five tips to keep in mind:

Sign up for trials before making a decision.
Be thorough when searching for reviews.
Go for quality, not quantity, when it comes to price.
Ask other marketers what they are using.
Read reports from other companies about CRO.

The Benefits of CRO Analytics Tools
There are several benefits of selecting CRO analytics tools. Some include:

Being able to effectively track ROI.
Using tools to create an engaging headline.
Capture customer leads.
Collect marketing research data.

Now, you’re armed and ready to start improving conversion rates across your website conversion optimization and marketing efforts. These tools range from free and for beginners to robust and more advanced. Feel out which options seem right for you, and soon you’ll be upgrading to the more complex tools when you’ve mastered the basics.
Editor’s note: This post was originally published in July 2020 and has been updated for comprehensiveness.

What was the first social network you ever joined?
While many people will recall it being Facebook or Twitter, others might remember some of the earlier, less popular social networks. You know, like Friendster, Open Diary, and Orkut?
A lot of these original social networks go forgotten, but that doesn’t make their stories any less important. After all, these networks laid the groundwork for the social media giants we use today.

In this blog post, we’ll dive into the stories of some of the earliest social networks — and why they didn’t stick around.
From Six Degrees to Snapchat: A Brief History of Social Media
One of the first versions of a modern social network is Classmates.com, which launched in 1995 and allowed users to share messages and photos with their childhood and college classmates.
In 1997, SixDegrees was founded based on the theory that people are only separated by six levels of friends and family members. It was the first social platform that allowed users to create and curate profiles and laid the groundwork for online social networking.
Blogging (once called weblogs) came to the scene in 1998 with Open Diary, which included a social networking feature where users in groups could read each other’s writing. Open Diary laid the groundwork for later blogging sites like Xanga and LiveJournal in 1999.
In 2002, Friendster was launched to help circles of friends find one another and communicate online. It paved the way for other sites like LinkedIn (2002), Myspace (2003), and Facebook (2004) to launch networks with similar features, such as Myspace’s Top Eight friends, Facebook friend groups, and LinkedIn connections.
In the late 2000s and early 2010s came Twitter, Tumblr, Pinterest, and Google+, which experimented with short-form and visual content, as well as aggregating and saving content for later consumption. Some of the latest social networks on the scene include Snapchat, Instagram, and TikTok — platforms based on sharing authentic, ephemeral, visual content that requires as few words as possible.
Of course, this is a very brief history — and several social networks were launched and forgotten during this timeline. Needless to say, those networks still played a role in the development of the bigger social landscape we know and use today. Let’s discuss some of the networks we’ve forgotten and why they didn’t stick around.
8 Dead Social Networks You Might Not Remember
1. Vine
Launched in 2013, Vine was a popular video app where users created six-second looped videos. Users could make their content, follow friends and popular creators, and browse trending videos. It dominated social media networks from 2013-to 2016, and many of the popular videos remain relevant in pop culture and memes to this day.

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When Did It Fall?
Vine was discontinued in October of 2016.
Why Did It Fail?
Vine ultimately failed because it could not keep up with other growing networks of its day that championed video, like Instagram. Many Vine executives and co-founders were also against monetization and did not want to take sponsors from brands, so creators and marketers moved to platforms like YouTube where they could monetize their content.
2. MySpace
Myspace is a social networking site where users could create a profile page to share their interests, photos, and connect with friends. It also appreciated music, so users could set a song that would play every time a friend visited their profile.
In its prime, Myspace was the most popular social networking site, even surpassing Google as the most visited website in the United States.

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When Did It Fall?
In 2011, Myspace’s CEO Mike Jones announced that the platform would no longer try to rival Facebook. It would instead pivot to a social entertainment style site and, while it still exists today, does not remain a fraction as popular as it did in its prime.
Why Did It Fail?
The New York Times cites Myspace’s decline as result of consumers and changing tastes, coupled with the rise and popularity of Facebook.
Myspace also had a change of leadership when bought by News Corporation, and Tom Standage, Deputy Editor of The Economist, said “Its new owner treated it as a media outlet rather than a technology platform and seemed more interested in maximizing advertising revenue than fixing or improving the sites underlying technology.” The site soon became inundated with advertisements, affecting usability.
The site ultimately fell because of a failure to focus on site users and their experience, but instead on monetization and advertisers, which sent consumers elsewhere.
3. Friendster
Friendster, launched in 2002, was the first social network to allow users to create profiles and share content with their contacts. It was also used to learn about local events, pop culture news, and to connect with brands. At its peak, Friendster had roughly 115 million users around the world. The website currently ranks 2,949,342 in global internet traffic and engagement over the past 90 days, according to Alexa.

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When Did It Fall?
Friendster rebranded as a social gaming website in 2011. It closed for good in 2015 after Mark Zuckerberg bought Friendster’s suite of social networking patents for $40 million.
Why Did It Fail?
Jonathan Abrams, Friendster’s founder, says “The problem was that Friendster was having a lot of technology problems,” and people could barely log into the website for two years. He adds, “By the time Facebook and MySpace were doing those things, Friendster had lost a lot of market share in the U.S. for stability issues.”
Computer scientists at the Swiss Federal Institute of Technology conducted an “autopsy” on Friendster to uncover its demise, and they cited a disastrous site redesign in 2009 that caused traffic and users to plummet. They also determined that it took much more effort to navigate the platform than the benefits that came from using it.
Friendster also wasn’t widely adopted by users’ friends and families, so their time was better spent on other networks where more of their real-world network was online — namely, on Facebook and Myspace.
4. Google+
Google+, launched in 2011, was a social network owned and operated by Google. It was essentially a way for all Google users to have a central location for all of the actions they took across all of the different Google platforms and services.

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When Did It Fall?
The Google+ developer API was discontinued in March of 2019, and the site was shut down for business and personal use in April 2019.
Why Did It Fail?
Low user engagement was a significant factor in Google+’s demise, and the company reported having difficulty “Creating and maintaining a successful Google+ that meets customer expectations,” and said that 90% of user sessions lasted less than five seconds.
In addition, an API update in 2018 potentially exposed the personal information of 52.5 million users to outside developers, and this occurred for six days before being discovered. The Wall Street Journal reported that “The move effectively puts the final nail in the coffin of a product that was launched in 2011 to challenge Facebook Inc. and is widely seen as one of Google’s biggest failures.”
5. Open Diary
Open Diary, founded in 1997, was an online blogging and journaling website that laid the groundwork for features we see on modern blogs, like comments. Writers could add friends and change privacy settings so only specific people would see what they were writing, and it eventually expanded to different topic areas so users could write about a variety of themes.

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When Did It Fall?
Open Diary closed in 2014.
Why Did It Fail?
After two major security breaches, falling subscription revenue led the Open Diary team to offer more expensive paid subscription options to recoup its losses. This move instead drove users away towards free alternative blogging sites, like Xanga and LiveJournal.
6. Ping
When he launched Ping in 2010, Steve Jobs referred to it as “Facebook and Twitter meets iTunes.” Ping was a social networking feature within iTunes where users could add friends, follow artists, and look up local concerts. Friends could also preview songs their friends were downloading and listening to.

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When Did It Fall?
Ping was terminated in 2012.
Why Did It Fail?
Ping was originally meant to feature an integration with Facebook that would allow users to easily connect with friends and artists they already followed on Facebook, but the partnership fell through. Users were then left with a blank slate on which to build another social network of people to follow.
Additionally, Ping only allowed users to listen to 90-second previews of songs on its network — any longer and they had to buy the song. Since Ping was part of iTunes, it became redundant instead of an enhanced experience. Apple replaced Ping with a better integration with Facebook and Twitter that allowed for easy music sharing.
Many of the features meant to make Ping stand out from the crowd can now be seen on Spotify, where users can connect their Facebook and follow friends, see what they’re listening to, and learn more about their favorite artists.
7. Orkut
After a failed attempt to purchase Friendster, Google launched Orkut in 2004 as a place for people to add friends and share content. Users could view profiles, rate friends, add them to lists, and like their friends posts. At its peak, Orkut had 300 million users around the world.

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When Did It Fall:
Google shut Orkut down in 2014.
Why It Failed:
Orkut took hold in a few countries, primarily India and Brazil, but never achieved widespread international popularity. At the time, YouTube and Google+ were outpacing Orkut’s growth, so Google refocused on these platforms in an attempt to compete against Facebook and social media. As such, the Orkut team cited the growth of Google’s other social media assets as a reason to shutter the site.
8. Eons
Eons, launched in 2006, was touted as “Myspace for boomers,” and set age restrictions that prevented anyone under the age of 50 from joining, which was later lowered to 40 in 2008. The site never experienced a huge boom in popularity around its launch and, at its peak, had roughly 800,000 users.

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When Did It Fall:
Eons.com shut down in 2012.
Why It Failed:
The age targeting was restrictive for a reason, but this had detrimental effects as the user base was rather limited. It also prevented the site from being widely popularized and, as social media was just coming onto the horizon and wasn’t yet widely adopted, the platform was unable to build a successful network out of such a small user group.
Lessons for Marketers From Failed Social Media Networks
There are several lessons for modern marketers in the stories of these fallen social networks. We’re not saying that you’re always at risk of killing your brand, but keeping these tips in mind may help you maintain and grow your followers and engage with them authentically.
1. Understand your audience.
The most significant factor of success when creating a social media network is creating for the audience that you want to have. For example, you wouldn’t create a text-based blogging site if you’re hoping to attract multimedia creators.
As with all marketing practices, make sure that you have a solid understanding of your audience, who they are, and what they want, so you can create a platform that will meet their needs and keep them on the platform.
2. Meet your audience where they already are.
Many social networks fail because brands try to reinvent something that already works well, or requires extra work for users to be able to participate. For example, Ping wasn’t able to integrate with Facebook, so users had to recreate social networks that likely already existed for them on an entirely new platform.
Instead, meet your audiences where they already are and supplement their experience. Part of Facebook’s success and longevity is due to its creation of an infrastructure where users don’t need to leave Facebook to get things done. It’s grown beyond just a social network into a destination for news, commerce, and content consumption.
Marketers should experiment with new technologies and offerings to keep followers interacting with their brand more, such as creating helpful chatbots, publishing on new forms of media, and trying new strategies like virtual reality or experiential marketing to keep audiences engaged and on a website or social platform for as long as possible.
3. Borrow from your competitors.
Borrow a page from the Facebook playbook and be aware of what your competitors are doing. For example, Vine was forced to shut down because other networks were offering similar features, but did it better and provided more opportunities, like creators who could monetize their content. A recent example
4. Be authentic and not overly self-promotional.
A common thread between Ping and Open Diary’s downfall was the brand’s attempt to monetize. Users didn’t like Ping advertising iTunes music that they could only listen to for 90 seconds, and Open Diary users didn’t want to pay for something that was free on other sites.
Users want an authentic experience on social media to interact with friends, family, and their networks, not logging on to a site and being bombarded with advertisements. The next time a new social network comes onto the scene, we’ll be here to tell you the story — and predict if it will be here to stay. 

A few months ago, while I was driving to the airport, I saw a billboard for Kim Kardashian’s company, SKIMS. A week later, I saw ads on Instagram, then a SKIMS segment on “Keeping Up With the Kardashians.” 
I had one of those moments where I thought “SKIMS is showing up everywhere!” That’s because the company has an integrated media planning strategy.
A few months after these events, when I was shopping for shapewear for my wedding, guess what brand I thought of? (Spoiler alert: it was SKIMS.) That’s why, as a marketer, having an integrated media plan is important for your marketing strategy — below, we’ll dive into what it is, and how to adopt it in your marketing strategy. 
Already know what you need? Jump there with this table of contents:

What is integrated media?
Integrated Media Planner
Integrated Media Planning
Integrated Media Examples

Using integrated media essentially ensures that all of a businesses’ different audience segments can encounter its ads, and likely encounter them on various channels. The decision about which specific channels to use is the task of an integrated media planner. 

 
Integrated Media Planner
An integrated media planner makes all media planning decisions based on buyer personas, competitor analysis, reviews, and social listening. From this, the planner learns the best course of action that will help their marketing meet business goals. 
They choose the most effective channels, types of media (paid, owned, earned, etc.), and consider when and how frequently content will show up depending on the platform. 
For example, perhaps you’ll post Instagram stories around 5-7 p.m. when your audience is home from work and you’ll plan a radio spot for the morning, around 6-9 a.m., to reach your audience that is commuting.
Either way, deciding when and how often a piece of content will appear is an important aspect of an integrated media planner’s job, and ‌this happens during integrated media planning.

 
Integrated Media Planning
Integrated media planning is the process you’ll go through when you’re considering various media platforms you want to use in a marketing campaign. 
An integrated media plan answers questions like “Who is the target audience?” and “What medium will reach this audience?” For example, if you’re targeting millennials, you might consider Instagram and Twitter for your media plan. However, if you’re targeting Gen X, maybe you’re thinking that a combination of radio and Facebook might work best.
Integrated marketing plans also ensure that the ads you create across your different channels are consistent and cohesive for what you’re offering. As in, when you advertise something on one channel, you advertise it the same way on another channel so audiences can see a cohesive campaign regardless of how they come across your ad. 
Ultimately, an integrated media plan will use a multichannel approach with a mix of traditional and digital methods, such as radio, TV, billboards, social media, streaming commercials, search engine marketing, email marketing, events, or partnerships.
Below, we’ve outlined five steps to creating an integrated media plan:
1. Figure out your goals.
Before you can start planning your integrated media approach, you have to know your goals.
Just like any marketing campaign, you should have SMART goals written down so you can develop a strategy.
For example, perhaps you want to reach a certain amount of people in a certain amount of time. Or maybe you’re just looking to increase brand awareness among a new market.
No matter what it is, write down your goals and objectives so you can track your performance.
2. Decide your target market.
If your company has a buyer persona, or perhaps even a few, then this might be easy for you. Or maybe you’re deciding between which persona you’re going to target for a certain campaign. Either way, your personas should guide your media plan.
However, if you don’t have a target buyer persona, then now is the time to create one. Your buyer persona will include demographic information such as income, education, and gender. But it should also include pain points and goals.
Understanding your target market means knowing what’s important to your audience, what their life is like, and what problems they have.
Ultimately, you should know who you want to purchase your product so you can deliver personalized content.
Also, your buyer persona might tell you what type of media your audience likes to consume and the type of content they like.
To make this process easier, think about your customer journey. What are the touchpoints? Figuring out this information should help you develop your integrated media plan.
3. Choose various media platforms to disseminate your campaign.
This is the bread and butter of integrated media planning as its when you’ll decide where to distribute your marketing campaign.
Do you want to include social media, TV, radio, organic search, and blogging in your strategy?
Ultimately, you should make this decision based on research on your target market. You should have answered questions such as “Where does my audience want to consume content?” and “What type of content do they want to consume?”
For example, your audience might prefer short-form videos to long-form videos. Or perhaps they like reading a blog more than seeing a picture on Instagram. Either way, you should strike a balance between traditional and digital methods.
Ultimately, your integrated media plan should be audience-centric.
4. Produce the creative.
Once you know your goals, your target market, and most importantly, what type of content you’re going to create, it’s time to produce the creative for your campaign.
Write the copy, design the graphics, and take the pictures. Your creative elements should follow your brand guidelines and tell a story about who you are as a company.
To keep your workload easy, you might consider creating adaptable marketing assets that can be used for several channels.
5. Execute and analyze.
Now that it’s all said and done, it’s time to analyze your approach. Answer questions like, “Which channels worked best?” and “Did I strike the right balance between various media platforms?”
Once you’re armed with this information, you can incorporate it into your future campaigns.
However, don’t forget to let your strategy play out. Don’t switch it up so quickly that you don’t know how it will perform over time. Some campaigns include both short-term and long-term strategies and goals, so it’s important to see the impact before changing it out.

 
Integrated Media Plan Examples
1. Baboon to the Moon
Baboon to the Moon sells bags for people to use on their adventures, from small weekend getaways to intense backpacking trips. It used integrated marketing to advertise one of its limited-run lines that pays homage to CDMX (Mexico City). 

It created marketing assets for three different marketing channels (email, Instagram, and website, respectively) that are cohesive in images, copywriting, and editing style. Regardless of the channel audiences are reached on, every single ad tells a story about the same thing — the CDMX collection. 
2. NPR Music Tiny Desk 
NPR runs a segment on NPR Music called Tiny Desk, where artists perform a live, acoustic set. It recently launched a Tiny Desk contest for the ‌public, where undiscovered artists can submit an original song for a chance to win a Tiny Desk concert. To advertise the contest, it created an integrated media campaign on Instagram Story and Twitter (pictured below),

 
And a humorous YouTube video ad. 
 

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3. GrubHub and Seamless 
Delivery service GrubHub absorbed delivery service Seamless in 2021 and launched an integrated marketing campaign to make users aware of the acquisition. Seamless created an Instagram post, shown below, that lets customers know with a unique and catchy slogan that “Seamless is GrubHub.” 

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The companies also advertised the new acquisition in New York City subways, creating an integrated marketing campaign using traditional forms of advertisements (physical ads) and digital ads (Instagram). 

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Over to You
The best marketing campaigns almost always include an integrated media plan. You should have a balance between digital and traditional marketing tactics. After all, the omnichannel experience is what customers expect and want. Marketing is all about delivering the right message, to the right people, at the right time, and that’s what integrated media planning is all about.

​ https://preview.redd.it/377ewx9h0at81.png?width=6912&format=png&auto=webp&s=27cb8585f8aeab3b10400ff1bdd8abb59d7f4a1d Assiduus Global Inc offers the best execution strategy marketing for firms & management consulting groups and teams in the business to help transform your business process, products, and services for future success. Our customized strategic planning, marketing, and consultant services are designed to help you make the right choices with confidence. To know more about us, you can visit our website. submitted by /u/assiduusglobalinc [link] [comments]

At Benchmark Email, we go all out to ensure the success of your email campaigns. We’ve built reliable email marketing tools that streamline your email campaigns from creation and launch, right through to tracking and optimization.   Beyond that, we keep on analyzing your email marketing pain points to find integrations that solve these specific problems.…
The post The Top Benchmark Email Integrations appeared first on Benchmark Email.

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I’d like to recommend Powleads. Leading publications compliment Powleads for its simplicity of use, versatility, and price. Marketing automation utilizing CRM software, such as Powleads, entails reaching out to more individuals in less time while requiring no human work. Powleads synchronizes your sales and marketing teams to offer a consistent message across the customer experience. You virtually get to get an overview of your clients’ data existing in the Powleads’ central repository in a personalized fashion so they may be reached whenever you want. As a consequence, businesses have more alternatives and variants for doing meaningful business with their consumers. Unlike Salesforce, Microsoft, and others, the open-source design of Powleads allows for more freedom and innovation. It is well-equipped to respond more quickly to the actual needs and demands of various market automation. It enables businesses to easily integrate their customer-facing business processes, allowing them to build more profitable relationships. submitted by /u/Octavio-Mraz [link] [comments]

Curious how others keep their contacts clean. Right now at my company, every Jan – March I pull the list of contacts we have in Salesforce from a certain region, say Europe, and I have to look them up ONE BY ONE in LinkedIn to see if they still work where we say they work in Salesforce. This is dumb ha This can literally be 1000 names for one region and it will take me a few weeks to “clean” Salesforce, which as I said is done yearly. Can anyone help? There has to be a better way. submitted by /u/bee_ur_best [link] [comments]

Big Idea or Enduring Question: How do you generate tasks if contracts are up for renewal in 30 days? Objectives: After reading this blog, you’ll be able to:  Create optimized scheduled-triggered flow Use formulas (date, concatenation) in salesforce flow Use scheduled-triggered flow to automatically generate tasks for renewal contracts   
The post Auto Generate Tasks on Renewal Contracts appeared first on Automation Champion.

HubSpot’s commitment to diversity, equity, and inclusion (DEI) best practices has played an essential role in our success and we know that it can for all companies in the HubSpot community. We’re seeking to help our customers achieve their best performance through adopting these practices too.
Our commitment to DEI helped us foster a culture that prizes a range of ideas from people with an array of experiences and backgrounds. We invested innumerable people hours, hired professionals, and sought world-class expertise to identify the DEI best practices, implement them and measure their success.
Although there’s no finish line for this work, that massive effort has supported our company’s growth trajectory through talent acquisition, employee retention, and workplace culture. We recognize that not all companies have the resources to make an equivalent investment, but all companies in the HubSpot community can make DEI a sustained advantage. We asked, shouldn’t it be easier for companies to identify and adopt DEI best practices and measure their success?
This increasingly common challenge faced by companies of all sizes is why HubSpot Ventures is excited to announce our investment in and partnership with Kanarys, a DEI technology company focused on providing the tools that organizations need to create long-term systemic change around DEI.
Kanarys utilizes human resource information systems integrations and artificial intelligence (AI) powered assessments to gather the data organizations need to meet DEI challenges head-on. Knowing where to start is important, which is why Kanarys is now partnering with HubSpot to offer HubSpot customers access to its DEI Maturity Quiz. 
This DEI Maturity Quiz identifies where companies are on their DEI journey, and ways they can grow their DEI strategy for long-term success. It analyzes and assesses best practices for critical DEI components, such as DEI Councils, employee resource groups, unconscious bias training, paid apprenticeship programs, supplier diversity programs, and more. In addition, HubSpot customers will now have access to Kanarys’ comprehensive library of guides and toolkits developed by subject matter experts in DEI, available here (invitation code is HUBKAN@2022).
Kanarys co-founders Mandy Price, Star Carter, and Bennie King all grew up in the Dallas area and attended The University of Texas at Austin where they became friends, yet twenty years later the three would come to call each other co-founders of Kanarys after experiencing inequities in the corporate workplace. Guided by data, the Kanarys co-founders are now on a mission to help companies identify opportunities to avoid common mistakes when implementing and measuring DEI initiatives.
 
 

While many companies approach diversity through quarterly trainings or specially organized committees, these initiatives often lack measurement of how inclusion and equity are being addressed and truly impact the business model. HubSpot has taken a detailed, fact-based approach to assess the performance of its efforts.
Kanarys makes it easy for all companies to take an innovative data-informed approach by bringing together cutting-edge technologies like AI, machine learning, and natural language processing to better understand the effectiveness of DEI initiatives based on employee sentiment and an organization’s systems, policies, procedures, and practices.
Kanarys’ intelligent platform allows companies to uncover DEI stumbling blocks and develop proactive strategies to implement instead of being reactive under pressure. The opportunities for companies are that they can now retain employees longer, build a healthier culture, develop more innovative products and solutions, and serve their customers more empathetically.
Joining Kanarys on their journey to build more equitable workplaces was a natural fit for HubSpot. Diversity, inclusion, and belonging are mission-critical for us, and we believe they are crucial to helping our community grow. By using Kanarys, HubSpot customers will be able to jumpstart or assess their own DEI initiatives to identify areas of growth and put DEI programs in place that foster growth and innovation. 
Learn more about Kanarys here, and HubSpot Ventures here.