Category: Marketing Automation

With more people online and utilizing social media to help ease the pandemic boredom, retail companies have a lot of opportunities to capitalize on online engagement. However, nothing beats email marketing, as it’s a direct line to these online consumers, and it’s a form of marketing that people actually opt into.  Getting a customer to…
The post 4 Strategies to Improve Email Engagement for Your Retail Brand appeared first on Benchmark Email.

Q: I see so many influencers posting details of their personal lives on social media and I’m wondering if I should do the same. I’m the face of my small business so should I share personal posts (kids, pets, daily life) on my business account, or keep it totally separate?
Many influencers build their businesses based on their lives, so of course, their social media accounts share everything from their latest brand collaborations to videos of their home renovations.
But for small business owners, it’s a little different. You may be the face of the company, but you’re also not the sole defining element of it. In most cases, your business accounts should likely be just that: dedicated to business.
That doesn’t mean, though, that you have to keep yourself fully out of the picture. In fact, weaving in some personal content that’s also relevant to your business can help you build a more authentic, relatable brand.
The approach to take will depend on your audience, industry, and goals. Consider the following:

How much does my business rely on my personal image? Do I want my business to rely on my personal image?
Does my personal brand and business brand have an overlap in audiences?
What is my audience looking for on my business account and my personal account? Are they similar or very different?
Is there value in sharing personal updates with my business audience?

Let’s dive into a couple of scenarios based on what you might have answered:
The Personal Brand Turned Business

How much does my business rely on my personal image? Do I want my business to rely on my personal image? It relies on a good amount, and I’m okay with that.

Does my personal brand and business brand have an overlap in audiences? Yes.
What is my audience looking for on my business account and my personal account? Are they similar or very different? They’re somewhat similar.
Is there value in sharing personal updates with my business audience? Yes.

In this case, it’s likely that your business is an extension of your personal brand. Perhaps you’re a fitness buff who started a boutique gym, or maybe you run a community for new parents, a category that you and many of your friends fall into.
Your business and personal brands, then, likely have similar audiences, and while they might look for slightly different things on different accounts, people are used to seeing you as the face of the business.
By being regularly present on your company’s social accounts, you’re helping to build trust and authenticity with your audience and adding a human element to your works. Your business isn’t just another business, it’s a product and service with a real person and story behind it.
Still, you’ll want to stick mostly to content that relates to your business in some way. Here are a few ideas for founders looking to weave their own lives into a business account:

Show business trips or events that relate to your product or service. Vacation photos wouldn’t be right for every company to share, but a recent post on swimwear company Mara Hoffman’s account shows the founder on a beach. It works because she’s wearing one of the company’s suits, tying her experience back to the brand.

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A post shared by Mara Hoffman 🐪 (@marahoffman)

Film behind-the-scenes content. The founder of wellness food company Golde recently posted a casual insider look at a photoshoot, an approach that can help customers feel extra-invested in how the company’s products come to life.

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A post shared by GOLDE (@golde)

Showcase your dog or child in the office. This approach works perfectly for Sonshine Baths, which was started because founder Tuanieha Simms couldn’t find a skincare solution for her son. He makes regular appearances on Sonshine’s Instagram—but even personal posts like these are tied back to the business in some way.

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A post shared by Sonshine Bath LLC (@sonshinebath)

The Standalone Business

How much does my business rely on my personal image? Do I want my business to rely on my personal image? I want them to be mostly separate.
Does my personal brand and business brand have an overlap in audiences? Not really.
What is my audience looking for on my business account and my personal account? Are they similar or very different? They’re looking for different things.
Is there value in sharing personal updates with my business audience? Rarely.

In this case, you and your business are separate entities. There isn’t a big overlap in the audience, and you’d like to keep your personal brand mostly separate from that of the business.
To establish your business apart from you, build a standalone brand for it instead of lending your persona. Create and use a different personality and voice that’s unique to the brand.
There is, of course, still room for your presence, as long as it directly relates to your work.
Here are a few examples of content ideas that stay focused on the business:

Talk about your founding story. Shawn Askinosie changed careers and brought his daughter along with him when he started Askinosie Chocolate. Most of the business’s social media is focused on chocolate, but here, he shares the business’s inspiring origin story.

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A post shared by Askinosie Chocolate (@askinosie)

Show how you use your product as a customer. Olive oil company Brightland has a brand of its own, but its “Founder” Story Highlight shows founder Aishwarya Iyer makes a few of her favorite recipes.

Source
Film a teaser video where you talk about a new product or launch. Farmgirl Flowers’ social accounts are devoted to their flowers rather than their founder, but she makes an appearance here showcasing one of the company’s Thanksgiving arrangements.
For Every Business
Remember, someone is following your business account to learn more about your business. Take the time to think through what your followers are looking for and the role you want your company to play in their lives. By thinking about your brand as its own personality, it’ll be easier to decide what personal content is relevant.

View this post on Instagram

A post shared by farmgirlflowers (@farmgirlflowers)
When in doubt, ask yourself the following:

Does this relate to my company?
Will my audience care or benefit?
Is it authentic to my business?

And finally, remember that your audience is always your best indicator. Do they love more personal posts, or do they tend to scroll on by? Keep an eye on your metrics to see what type of content your audience is engaging with most, and then adjust your strategy from there.

Looking to tap into the multi-billion dollar photography industry? Then this guide will help you learn everything about how to make money as a photographer.

Over the past few years, Instagram has seen exponential growth — from one million users at its inception to over one billion in 2022.
If you’re interested in getting an Instagram account, or just created one but aren’t sure how to use it, you’re in luck. Here, we’re going to cover all the basics, so you can learn why Instagram is the top social media platform for engagement today.

It’s hard to remember a time before Instagram. At one time, “Do it for the ‘gram” was a common saying, which meant, essentially, “Do something so we can take a picture and post it to Instagram.”
Since then, Instagram has placed a larger and heavier emphasis on video. So you no longer hear the phrase “Do it for the ‘gram.” I bet, though, that a second version of the phrase will soon follow. (Maybe “Do it for reel?”)
If you’re not part of the one billion users on Instagram, you might want to reconsider. The app is a great chance to engage with top brands and stay a part of friends’ lives. When I want to see how my college friends are doing, I don’t check Facebook, I check Instagram. Plus, you can follow your favorite celebrities or political figures to see candid photos of their everyday lives.
Additionally, it’s a phenomenal platform for investigating what other brands are doing — for instance, Nike uses the Instagram Stories’ feature to promote inspirational athlete stories you won’t find anywhere else.

If you’re ready to sign up for Instagram, follow these steps below:

Go to the Instagram site on your desktop, or download the Instagram app from the App Store (iPhone) or Google Play Store (Android).
If you’re on desktop, click “Log in with Facebook”, or fill in the form with your mobile number or email, name, username, and password. Then click “Sign up”.
On Android, click “Sign Up With Email or Phone Number”.
On iPhone, select “Sign Up”.
Enter your email address or phone number, then click “Next”. Alternatively, you can sign up with your Facebook account.
Once you’ve filled out your username and password, you will be instructed to fill out your profile info. Then, tap “Done”.
If you register with Facebook, you’ll need to log into your Facebook account if you’re currently logged out.

How Do Instagram Notifications Work?
When your account is created, you’ll want to adjust your notifications so you only receive the information you want. For instance, you can choose to receive notifications when you get likes from everyone — but, alternatively, you might decide to only receive notifications when you get a like from someone you follow. Or, you might turn off notifications for likes altogether.
You can adjust notifications to “Off”, “From People I Follow”, or “From Everyone”, for the following categories — Comments, Comment Likes, Likes and Comments on Photos of You, Follower Requests, Accepted Follow Requests, Friends on Instagram, Instagram Direct, Photos of You, Reminders, First Posts and Stories, Product Announcements, View Counts, Support Requests, Live Videos, Mentions in Bio, IGTV Video Updates, and Video Chats.
If you’re overwhelmed by that list, I get it — I am, too. If you’re unsure what notifications you want to receive, you might start with your notifications on “From Everyone”, and if certain notifications begin to annoy you, you can turn them off later.

To customize which notifications you receive, follow these steps:
1. Open up the Instagram app on your phone.
First up, open up the Instagram app on your mobile device. You can also access Instagram on desktop if you prefer. Then, head to your profile by clicking the image of your profile picture on the bottom right.

2. Access “Settings.”
After you arrive at your profile, click the hamburger menu on the top right-hand corner.

A popup menu will appear. Tap “Settings.”

3. Tap “Notifications.”
On the next screen, click “Notifications.” 

There, you’ll be able to change the notification settings depending on category. These categories include:

Posts, Stories, and Comments
Following and Followers
Direct Messages and Calls
Live and Video
Fundraisers
From Instagram
Email and SMS
Shopping

You also have the ability to pause all notifications by toggling the Pause All option up top.
4. Check off the notifications you want to receive.
Access each category individually and choose the notifications you want to receive. Here are the options, for example, for “Posts, Stories, and Comments”:
The options will vary depending on category.
And that’s it! Next, let’s explore how to connect your other social media accounts to your Instagram, so when you post an image to Instagram, you can share it with your other online audiences, as well.
Can you connect to Instagram to other social accounts?
Yes, you can connect Instagram to Twitter, Tumblr, and Facebook, but it’s no longer done through Settings, as it used to be.
Now, you do it on a per-post basis.
If you want to share a post to other platforms, you navigate to the actual post you want to cross-publish on Facebook, Tumblr, and Twitter, and then manually share it that way.
Here’s how:
1. Open up the Instagram app.
2. Navigate to your profile.
3. Tap on the post you’d like to cross-post.
4. Click the three dots on the top right-hand corner of the post.

5. On the pop-up menu, click “Share.”
Note: Don’t click “Share to,” which will give you an option to AirDrop or share the post to your contacts.
6. Toggle the accounts you’d like to share the post to. If you’re not already signed in, you’ll need to do so right within the Instagram app.

Once you’ve connected your accounts for one post, you can then toggle the sharing options for any new posts without needing to sign in again.
If you connect Instagram to Facebook, you can share your Stories across both accounts. We talk more about how to do that below.
How to Connect Instagram to Facebook
Since Instagram and Facebook are owned by the same company, Meta, you can connect the two accounts for a more seamless experience. Connecting your Instagram and Facebook accounts allows you to:

Share Stories across both Instagram and Facebook
Login with Facebook into Instagram
Sync your profile name and picture across both profiles
Use Facebook Pay on both platforms
Access your shopping activity on both accounts

If you’re a frequent Facebook user, then connecting your account to your new Instagram profile is highly recommended. Here’s how:
1. Open up your Instagram app.
2. Click on your profile picture on the bottom right-hand corner.
3. Click the hamburger menu on the top right-hand corner.
4. Tap “Settings.”
5. Under the Meta logo, tap “Accounts Center.”

6. Tap “Set up Accounts Center.”

7. Follow the prompts to log in into Facebook.
Done! Your two accounts are now connected. Here’s how it’ll look like once you’re finished: 

In the next section, I’ll show you when a linked account comes in handy.
Upload, Edit, and Post an Image
Now, for the most important part of Instagram — how to upload and post an image.
Instagram is an entirely visual platform. Unlike Facebook, which relies on both text and pictures, or Twitter, which relies on text alone, Instagram’s sole purpose is to enable users to share images or videos with their audience.
On Facebook, you might choose to post 100 photos on an album. On Instagram, you need to be choosier about which photos you post. There are a few reasons for this — first, you don’t want to post more than once a day (typically). And you don’t want to post too many similar photos.
For instance, it would be odd for you to post fifty photos from the same beach vacation on your Instagram profile. Instead, you might choose five or six, and place them all within the same post.
(These are called carousel posts, and they allow you to share multiple photos in one post only. Carousel posts are awesome for posting similar pictures in one package while keeping your overall profile aesthetic diverse.)
Curious about creating an aesthetic? To learn more about Instagram account themes and get inspiration, take a look at these Instagram themes. Additionally, if you want to embark on a deep-dive, you can take HubSpot’s Instagram Marketing Course.
Now that we’ve covered that, let’s explore how to upload, edit, and post an image.
1. Click the “+” icon at the top-right hand corner.
When you tap the “+” icon, you’ll be prompted to choose the type of post you want to share. Since we want to publish a post directly on our profile feed, tap “Post.”

2. Choose your media file.
Here, you have three options. You can look through your Photos library on your phone, you can take a new picture from right within Instagram, or you can take a new video. For our purposes, I looked through my Photos library and found a picture of Boston I wanted to use. Then, I clicked “Next” in the top right.

3. Add filters if desired.
There are two categories you can use to edit your image — “Filter” and “Edit”. Instagram automatically shows you filters first. You can scroll through the carousel and click any of the filters to apply it to your image.
Additionally, if you want to use a filter but you want to tone it down, double tap the filter and move the cursor to the left to lessen the intensity of the filter.

4. Edit your image if desired.
Next, click “Edit”. Here, you can adjust contrast, brightness, structure, warmth, and more. When you’re happy with your edited image, or if you don’t want to edit it at all, click “Next” in the top right.

5. Write a caption and toggle sharing settings.
Now, you can add a caption, tag people (you can only tag someone if they also have an Instagram account), and add a location. Additionally, click the button beside Facebook or another linked social media account to share your image on that platform, as well. When you’re ready to publish, click “Share” in the top right.

If you don’t want to use your app to post on Instagram, you can also do so from your computer. Learn how to post to Instagram from a Mac or PC here.
Upload an Image or Video to Your Stories
Instagram Stories is a feature that allows you to post videos or images that disappear after 24-hours. Instagram’s Stories feature is similar to Snapchat in terms of content — users often post more casual and candid videos and images, offering glimpses into their every day lives.
For instance, on your normal feed, you might post a heavily-edited picture of yourself and friends at a baseball game. But you might post a more candid video to your Story of the stadium singing “Sweet Caroline”.
To learn how to upload an image or video to your Stories, follow these steps:
1. Tap your profile picture in the upper left-hand corner.
Alternatively, swipe right on your feed or tap the “+” button in the top navigation bar.

2. Capture or add your media.
Once you’re within the Stories feature, you can take a picture or video right from within the app. Alternatively, if you have an image saved to your phone that you’d like to use, you can choose it from your media library.

3. Add stickers or filters.
On the left-hand side, you have a few different editing features.
The “Create” button lets you add a location, hashtag, time, date, and other fun images or emojis to your picture.

The “Boomerang” option allows you to create a looping video. And the “Aa” icon is your text button. Once you click “Aa”, you have the option to change your font.
If you click the smiley face icon, you’ll see the following screen. Simply click on one of the icons to add them to your image. If you don’t like it, drag it to the bottom, and a trash can will appear so you can delete it.

For instance, I clicked the smiley face icon to add a poll to my image. You can also swipe to the left or right to add filters to your photo or video.
4. Publish your Story.
Once you’re happy with your content, you can either click the white arrow icon in the bottom right, which allows you to share your Story with everyone who follows you, or select “Close Friends” first, so that only your close friends see it.
Then you’re done! Your Story is immediately live.
How to Follow on Instagram
It’s incredibly easy to find and follow users. Using Instagram’s search feature, you can find celebrities, brands, and friends. Additionally, you can search “Tags” or “Places”. “Tags” is particularly useful if you know what type of content you want to find, but you’re not sure who posts about it.
For instance, you might search “#familyrecipes” under tags — your results will include any images with that hashtag. As you peruse, you might find someone who posts content you really like, and you can choose to follow them so their content appears on your feed.
To follow someone, follow these three easy steps.
1. Click on the search icon at the bottom of your screen.
It looks like a magnifying glass and will be right next to the “Home” button.

2. Next, type in a person, topic, or brand.
For this example, I searched “architecture.”

Instagram allows you to either search all posts that contain the word “architecture,” or “See all results” and see tags and places.

3. Tap the account you’re interested in following.
Once you’re on someone else’s account, you’ll see a blue “Follow” button at the top. For public profiles, you can click and immediately begin following that account. However, if the profile is private, you may need to wait for them to accept you first.

And that’s it! You’re on your way to becoming a pro. To take your account to the next level, plan out your next posts using an array of content ideas and templates.
Using Instagram is Key for Growing Your Personal Brand
If you want to grow both professionally and personally, then using Instagram is more important than ever. You can start by observing first, then begin posting as you learn your way around the user interface. With over one billion users, Instagram is an extremely worthwhile social media platform to join — and it’s only set to keep growing as time goes on.
Editor’s note: This post was originally published in November 2018 and has been updated for comprehensiveness.

Hi group! My team and I have been working on different AI Marketing Automation solutions for a couple of years now, trying to see how much we could improve the efficiency of a digital marketing campaign through landing page Conversion Rate Optimization. We first developed ABtesting.ai, which is basically Landing Page A/B testing on steroids. It is amazing to see how positively people react to it, and how much it has been able to improve our clients’ CR. Now we are working on a different (new) tool: Onlead Align (onlead.ai) It runs on the idea that personalized content converts more. If you are a marketer or are building a product, you know that a crucial step in your work is to define and study your target audience, so you know which are their frustrations, needs, aspirations, language, medium, etc. So we thought: what if you could talk to each user directly, in their language, and show exactly what EACH of them is looking for? Wouldn’t that improve conversions? Sure, but it’s nearly impossible the traditional way… That’s why we came up with Onlead Align: Dynamic Keyword Insertion, but for your landing page. We are looking for some beta testers that want to give this concept a spin. Take a look at the website (onlead.ai), and if you feel like it, book a demo with me: https://calendly.com/franco-abtestingai/onlead-align-demo Or leave a comment!
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AI writing tools have come a long way since spellcheck.
Today, bloggers and marketers use AI writing tools to generate short and long-form copy and speed up content production.
But while AI writing software can assist in researching, outlining, and creating content, it’s not foolproof enough to cut out human writers completely.
According to bloggers, AI writing can help supplement your writing process, but you still need to remain in the driver’s seat.
Here’s what five bloggers and entrepreneurs had to say about how to use AI writing effectively, including what these tools are best for and where they fall short.

1. Break through writer’s block.
Most — if not all — writers have experienced writer’s block at some point. Getting into a creative rut can be especially challenging for bloggers who need to keep up with a demanding content calendar.
Fortunately, AI writing tools can help you overcome this “blank page syndrome.”
“Using AI writing tools helped us with eliminating writer’s block,” said Ruggero Loda, the owner of RunningShoesGuru.com, a blog that attracts more than 200,000 visitors each month.
“As a blog owner, creating blog posts is the utmost priority to me. But time and time again, [my] writers come across writer’s block, where they are unable to produce any new content.”
According to Loda, his team members often turn to AI tools to spark their creativity.

Loda told me, “AI writing tools have come to the rescue,” he said. “Even though the tools won’t write everything for you, they create content according to your instructions, and from there you can start getting new ideas.”

Daniel Martin, digital marketer and co-founder of LinkDoctor LLC, shared a similar experience.
“As we are an organization dealing with SEO-based digital marketing, we work with a content team,” said Martin. “Earlier, the team was struggling to keep pace with the blog writing. Once we made use of the AI tools, we were mind-blown, and the tools have helped the writers deal with writer’s block.”
While an AI tool can’t typically produce an entire blog post for you, it can get the ball rolling on your draft. Instead of staring at a blank page, you’ll have a sample to use as your starting point.
2. Whip up an outline fast.
AI writing tools can also help you write an outline quickly, which you can then use to produce a draft or outsource to another writer to finish the article.
“Leverage the outline feature of AI writing tools,” suggested Loda. “An AI writing tool can certainly help you with generating an outline based upon its collective data. Most often these outlines are good enough to start producing content.”
This outlining capability can be especially useful if you’re having trouble organizing your thoughts. It can streamline the writing process and give you a clear roadmap of how to move forward.
According to entrepreneur, content writer, and founder of Rephrase Media Matthew Ramirez, AI writing tools are most useful during this outlining stage of the writing process.
“In my experience, [one of] the best places to use an AI writing tool is in the ideation phase,” Ramirez said. “One of the most time-consuming parts of creating content is getting started, organizing outlines, and putting together a first draft. By using an AI tool that can help you elaborate your ideas and fill in details, you can greatly expedite your content writing.”
In fact, Ramirez says that using AI writing tools to outline his blog posts and expand on his ideas has helped him cut down on 80% to 90% of content creation time.
3. Make your instructions crystal clear.
The quality of what an AI tool puts out will directly correlate with what you put in. That’s why Loda encourages writers to be intentional with their instructions.
“Make your instructions very clear,” he said. “No matter what type of content you’re about to create, you can provide clarity to such tools by letting [the AI] know how your content should sound, what its tone should be, the agenda of your article, and much more.”
According to Loda, AI writing tools today let you specify a great number of inputs before generating your content.
“I was amazed to see such a variety of options that I could give out as my content descriptions,” he said. “Once I gave the best input, the tools provided me with the best output.”
Using an AI writing tool is a two-way street. It might take some practice, but as you get better at providing clear instructions, the tool can get better at producing high-quality content.
4. Don’t skip the research stage.
Along with generating full-form sentences and paragraphs, some AI writing tools can provide facts and figures they pull from the internet.
But Harriet Chan, co-founder and marketing director of CocoFinder —who has used AI writing tools to create blog posts and guest posts — cautions writers against relying too heavily on AI-gathered information.
“My advice for anyone looking to get the most out of their AI writing tool is not to skip the actual research part that goes into traditional writing,” said Chan.

“An AI tool will aggregate a lot of information fast, but will easily lose out on the human touch that each piece of writing should have to make it tick.”

Loda seconds these words of caution, saying that AI tools can produce inaccurate copy.
“AI writing tools can provide false data,” he said. “No matter how good of an AI tool you’re using, it is not human. With AI writing tools I have noticed that they collect data from old sources on the internet and without fact-checking that data they write content around it. Hence as a user, you should keep an eye on each sentence.”
That said, Alina Clark, co-founder of software development business CocoDoc — who has been using AI writing tools to supplement her business blog writing for two years — said that AI research capabilities have been a huge timesaver.
“I’ve used AI writing tools as fishing hooks to find out content on the internet,” said Clark. “AI writing tools have an advantage in the sense that they can read through a lot of content on the internet within a short time. Using an AI writing tool for content research shortens the research time, which means that I can create quality content faster.”
While AI can accelerate the research phase of the writing process, don’t neglect doing your own research, too. Make sure to supplement the tool’s findings with your own work to ensure everything is accurate and up-to-date.
5. Edit and proofread everything.
Not only can AI writing tools present outdated information, but they might also produce writing that doesn’t make sense or fit your brand voice. Because of this, it’s crucial to edit and proofread everything before you hit publish.
“One mistake to avoid with such tools is to assume that the output does not need to be reviewed before publication,” said Ramirez. “Doing so is very risky, since there might be something inappropriate or irrelevant in what the tool outputs.”
Chan agrees that while AI writing can be a useful supplement, you can’t rely on it for your complete writing process from start to finish.
“At all times, avoid relying entirely on the AI tool to do the whole writing bit for you,” she said. “Your brand will only stand out if the unique touch that attracted people to it in the first place remains all through it. An AI tool may show stark differences when it comes to making this possible.”
6. Remember your readers.
Finally, it’s crucial to remember your readers anytime you publish a piece of content on your blog, social media, or another channel. You can ensure that your content meets your readers’ needs far better than an AI tool can.
“One of the most important and common mistakes that can be avoided is having the whole content copy-pasted from the AI tool without thinking about the reader’s perspective,” said Martin. “Have practical experience, and write for the readers.”
Not only will this reader-first approach improve the quality of your blog posts, but it will also prevent Google from penalizing your blog for using machine writing.
“Most of the AI tools use GPT-3 [a language prediction model],” said Martin. “There is a chance the article will get penalized as Google aims to provide usefulness to the readers.”
AI Writing Tools Worth Checking Out
There are a variety of AI writing tools available today. Here are a few worth checking out:

Jarvis: This AI-powered software uses machine learning and natural language processing to generate blog posts, landing pages, social media copy, and other types of content. Not only does it create original content, according to the company, but it also supports over 25 languages. That said, this writing assistant can sometimes repeat phrases or produce irrelevant content that needs human editing. Jarvis offers a 10,000-word free trial, as well as a starter plan that starts at $29/month and a Boss Mode plan (for long-form content) that starts at $59/month.

Articoolo: This AI text generator offers a plugin to help you write blog posts directly in WordPress. It can help you speed up article writing and summarization, but it might not be the best pick for non-Wordpress users. Articoolo offers both fixed and monthly plans, including a fixed plan of 10 articles for $19 and a monthly plan that includes 30 articles for $29.

AI Writer: This tool claims it can speed up content creation by 50% with its automatic content writing and article rewording features. While this tool can help augment your writing process, you’ll still need to edit any content it produces. AI Writer’s basic plan starts at $29/month and its standard plan starts at $59/month.

Grammarly: Grammarly uses advanced AI to check your writing for spelling and grammar mistakes. It’s more advanced than basic spellcheck apps, as it can point out issues like passive voice or a lack of variety in sentence structure. Its premium plan can also check documents for plagiarism. You can use Grammarly’s proofreading tool for free or upgrade to one of its premium plans starting at $12/month.

Although AI tools are becoming increasingly sophisticated, they can’t replace human writers entirely. Not only is this surely a relief for bloggers and journalists, but it also means that an AI writing tool will only be as effective as the person using it.
As long as you continue to follow best practices for writing blog posts and other copy — and edit any AI-generated content before you publish it — you can enjoy the benefits of AI writing tools while avoiding the common pitfalls that come with them.

Today, your Instagram profile is like a mini-version of your website.
Think of your profile page as your homepage and each tab as a different section of your website. Instagram Story Highlights serve as your navigation bar, each one points to a collection of Stories relating to a specific theme.

You’ll find everything from “Meet the Team” and event recaps to FAQs and customer reviews on Highlight covers. While brands often set up their Highlights early on, many forget one important step: Designing Highlight covers.
In this article, we’ll cover the steps to make your own Highlight covers, some tips to keep in mind, and examples to inspire you.
How to Make Instagram Highlight Covers
Before you can add your Highlight covers to your Instagram profile, you first have to create them.
The easiest way to do this is through Canva, the graphic design app that offers hundreds of templates for just about everything. And did I mention it’s free?
Let’s get started.

Go to Canva.com and create an account.
Once you’re logged in, go to the search bar. Type in “Instagram Story Highlight Cover” and click “Enter” on your keyboard.

From there, you can choose one of the pre-built templates or start from scratch.
On the editing page, choose from hundreds of icons, graphics, and elements to customize your cover. You can also upload your own images and graphics.

Once you’re done editing, click on the “Download” button on the top right corner of the page.

Now that you know how to make your Highlight covers, let’s cover how to add them to your Instagram profile.

Log into your account and head to your profile tab. Once there, click on the “New” icon located just under your bio section.

Select which Stories you want to add to your Highlights then click “Next.”

Click on “Edit Cover” to upload your Highlight cover.

Then write a name for this Highlight then click on “Add.”

That’s it! Your new Highlight cover will now show up on your profile. Pro-tip: Pick a name that will let your followers know exactly what to expect when clicking on it. Think of it as a navigation bar.

Best Instagram Highlight Covers
1. The Jungalow

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What I love about The Jungalow’s Highlight covers is that they’re cohesive while still being different. Each cover features different icons and colors but they all blend well together.
They even customized Target’s logo to fit within their aesthetic.
Instagram is all about aesthetics. So whenever you can, you want to find opportunities to make that happen. This is a great example of how to do so.
2. Good Lines

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Good Lines’ Highlight covers are fun, creative, and memorable.
Instead of using the standard icons, the brand decided to take a unique approach and use illustrations that align with its product.
Highlight covers are an opportunity to have fun and show some of that brand personality. It will help you stand out from the rest and leave a lasting impression.
3. MKT Heights

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For its Highlight covers, this brand went for simple icons against vibrant colors.
One thing to note here is that the brand picked icons that would complement the Highlight texts. You never want to leave your audience wondering or confused about what to expect. As such, you want icons that will be easily recognized and align with the topic.
For example, the “Dine” Highlight has the utensils icon, the “Holidays” one has a boxed gift icon. It’s a simple, foolproof strategy.
4. Ettitude

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This brand went for a minimalist and cohesive look with its Highlight covers. Another interesting thing to note about this brand is that its Highlight cover background matches the colors on its website.
Keeping your brand colors consistent everywhere online is a great way to improve brand recognition. It also gives your profile a clean look that users can easily navigate.
Tips When Creating Instagram Highlight Covers
Highlight covers can greatly elevate your Instagram profile when done right. Here are some tips to help guide you:

Opt for icons or images instead of text – One mistake I often see brands make is writing the same words in their highlight cover as the description right below it. The text is supposed to complement the image and add more dimension to your profile.

Pick icons and images that align closely with the content – Don’t make your audience guess what each highlight is about. For instance, if one of your Highlights is about food, great icons include utensils, bowls, ingredients menus.

Keep it cohesive – With Highlight covers, there’s a lot to play with: text, icons, images, colors. Make sure you pick icons with similar shapes and styles, choose colors that are complementary, and follow the same text format for all Highlights.

There you have it – everything you need to know about your Highlight covers. The great thing about them is that you can always update them. So don’t be afraid to play around with some ideas on Canva and design Highlight covers that will complement your Instagram profile.

As a manager, your ability to inform your teams about the successful high-impact behaviors they exhibit or skills that need further development is a critical practice in determining your business’ overall ability to reach its goals and find success.
In this post, learn how a performance appraisal will help you give employees direction, the different types of performance appraisals, and example comments to include when you schedule those 1:1 sessions.

Businesses use performance appraisals to understand employee progress, give raises or promotions, create paths for further development, or, sometimes, discuss terminations.
These appraisals typically happen multiple times per year at different intervals, like quarterly, annually, or specific periods that make sense to your business. The goal, however, is for managers to conduct them regularly enough that employees always understand how they are doing.
Performance Appraisal Methods
There are different ways to conduct performance appraisals that can depend on your business’s individual needs, or on a manager-to-manager basis, depending on what you think is a best practice. Below we’ll go over the most popular types of performance appraisal methods.
1. Management by Objectives
Management by Objectives (MBO) is a popular sales management style that is also used for performance appraisals.
With this strategy, the manager and employee work together to set goals the employee will strive to meet during a specific period. During the performance appraisal session, they will review how the employee has or has not met the goals, and set new goals that will be evaluated during the next appraisal period.
2. 360-Degree Feedback
The 360-Degree Feedback method uses feedback from an employee’s self-evaluation, manager evaluation, peers, and if applicable, direct reports and customers.
This method is valuable as it provides employees with a big picture view of their performance across multiple perspectives and areas of business, rather than just a manager’s perspective. It also gives employees an understanding of how their actions affect various people at their place of work, not just how their job progress does or does not help the company meet its goals.
3. Self-Evaluation
The self-evaluation performance appraisal is when employees rate their performance based on a set list of criteria provided by management. When employees assess their own performance, they take a critical look at their progress to truly understand their efforts.
It’s important to note that, when using this method, employees may struggle to analyze their performance from an outside perspective and rate themselves too high or too low. Therefore, managers may find that this process is best supplemented by manager feedback, where you respond to employee evaluations with your insights into their performance.
4. Behavior Checklist
Using a behavior checklist for performance appraisals is when a manager has a list of traits required for the position (i.e., works well with others) and checks off those that an employee embodies and leaves blank the ones that need improvement.
This method is relatively straightforward as the checklist explicitly states desired behaviors, so those that aren’t checked off can be used to spark valuable conversation about further skill development.
5. Rating Scale
The Rating Scale performance appraisal uses a set of skills expected for a specific job that a manager uses to evaluate an employee, usually on a scale of 1-4 from meeting expectations to exceeding expectations.
At the end of the scale, the employee receives a total score calculated from each of the ratings.
Performance Appraisal Comments
Regardless of the appraisal method used, it’s essential to give feedback that is helpful to the employee and teaches them about their performance. Below we’ll go over some examples of comments that can be made during a performance appraisal session, whether written or spoken.
Organization Performance Appraisal Comment
Positive Comments

“You’re incredibly organized, which allows you to be efficient and timely in completing your tasks.”

Needs Improvement Comments

“You might benefit from spending more time organizing and planning for your tasks before you begin working on them.”

Time Management Performance Appraisal Comment
Positive Comments

“You always meet deadlines and prioritize your work in an organized manager.”

Needs Improvement Comments

“I’d like to see you pay careful attention to deadlines and develop a time management system that helps you meet due dates.”

Leadership Performance Appraisal Comments

 
positive comments
needs improvement comments

For someone with direct reports
“You effectively manage your teams and are a fair and encouraging leader. Members of your team consistently refer to you as a role model.”
“I’d like to see you spend more time working with employees that face roadblocks rather than encouraging them to find every solution on their own.”

For someone without direct reports
“You’re always able to step up to the plate and take charge when the opportunity arises, and you work to be supportive of your teammates.”
“I’d like to see you take the lead on projects that arise that are related to your expertise and skillset.”

Critical Thinking and Problem Solving Performance Appraisal Comments
Positive Comments

“You’re always able to think critically and review all of the facts of a situation before making decisions.”

Needs Improvement Comments

“Sometimes you act too quickly when problems arise, so I think you can benefit from spending more time analyzing a problem before jumping into a solution.”

Productivity Performance Appraisal Comments
Positive Comments

“You’re detail-oriented, which allows you to be productive at work and effectively organize and complete tasks on time.”

Needs Improvement Comments

“I’d like to see you be more productive at work, so improving your organization and time management skills may be helpful.”

Teamwork Performance Appraisal Comments
Positive Comments

“You work well with others and are supportive of your team members’ needs. You’re always ready to help when asked and respectful of others and their positions.”

Needs Improvement Comments

“I’d like to see you devote more time to collaborating with your teammates and being more open to working with them and learning from their experiences.”

Communication Performance Appraisal Comments
Positive Comments

“You’re able to effectively communicate all the time, regardless of the situation. I consistently hear from others that they always understand what you’re saying.”

Needs Improvement Comments

“I would like to see you practice active listening with your peers and communicating when you feel as though you need help.”

Creativity Performance Appraisal Comments
Positive Comments

“You always find unique and creative approaches to your work duties and find solutions to issues that arise.”

Needs Improvement Comments

“You tend to focus on traditional processes for solving problems, and I would like to see you branch out and find creative solutions to issues that may come up.”

Performance Appraisal Example
The image below is an example of a performance appraisal using a rating scale. In the template, there is a list of behaviors that the employee is expected to have and use at work, like attention to detail and communication skills.

Download This Template Now
The manager or person providing feedback rates the employee on a scale of 1 to 4 based on how they express the skill, from Does Not Meet Expectations to Exceeds Expectations. The employee then receives a total numerical rating that you can use to drive discussions about further development.
When it comes down to your business’s bottom line, employees are direct contributors. Use performance appraisals to help your employees understand their job performance, so they know exactly which behaviors to continue practicing and which areas of opportunity to seek out additional development.

Among the marketing trends through the years, vertical content doesn’t receive the recognition it deserves. You’d think that, because of the popularity and usage of mobile devices, marketers would be all over how people can leverage vertical content in their overall marketing strategy. Unfortunately, that’s not the case, as this content type continues to fly…
The post Vertical Content: What It Is and How to Implement It appeared first on Benchmark Email.

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