Category: Marketing Automation

 

 

“There are decades where nothing happens; and there are weeks when decades happen” said Vladimir Ilyich Lenin and look what happened to eCommerce in the last 12 “COVID” months. According to McKinsey research 76% of consumers permanently changed their buying behaviors during the pandemic. 

 

e-Commerce is now C-Commerce, a Collaborative, Consumer oriented with CX dominating over brands with new huge trends like D2C (direct-to-consumer) and C2M (consumer-to-manufacturer). Modern commerce is more about pull strategy than push strategy and to properly deal with that you need new customer data. No, not more customer data. E-tailers need new data, not third party data, not third party cookies.

 

You need the data and the consumer will provide the data if you have built a relationship based on trust. According to Accenture the proportion of consumers who said they are willing to share more information about themselves when brands are transparent rose to 73% while 87% consumers say it’s important to buy from a brand or retailer that “understands the real me.”

 

It is a true Revival of one-to-one Commerce. It’s a new space for Customer Data Platforms, Zero and First Party Data. So now, let’s have a look at the major myths that have arisen in the couple of years around CDPs.

 

Myth 1: CDPs are expensive and you need to own a bank to use them

 

Managing huge amounts of customer data is a great challenge. Limited access to top talent that can address the challenges of data management and infrastructure optimization makes most CDPs largely depend on third party solutions. Not cheap ones. And guess who is finally paying for this?

 

Tip: Find a CDP vendor that is capable of delivering a CDP based on a hybrid (own/third party) infrastructure that will not only cost you money but will also make you money

 

Myth 2: Making CDP data actionable across execution channels is easy as pie

 

Proper integration of customer data and AI recommendations into an existing, very often largely unintegrated stack of marketing solutions (email, web push, messaging, live chat, website recommendations) can be a really painful exercise. And it will take ages, if it ever actually does happen. 

 

Tip: Look for a CDP with natively built and seamlessly integrated execution channels.

 

Myth 3: CDP implementation will require huge IT resources for months of engagement 

 

We are not saying that a CDP can be implemented by monkeys because it does require IT resources to prepare the ground for marketers, but a CDP platform built with a proper understanding of a common framework for CMO & CTO value creation may make a huge difference. 

 

Tip: Make sure your CDP vendor understands the idea of Low Technology Burden and will guarantee that the CMO and CTO will still hug each other after 2 month of CDP implementation. Ready made plugins to eCommerce platforms make a huge difference too.

 

Myth 4: CDPs are for large enterprise only

 

Obviously the leading CDP vendors are targeting large companies which creates a feeling that it’s a game only for the largest players. But the truth is that a CDP can be very effectively implemented at mid-size companies too and deliver great business results. 

 

Tip: Look out for a CDP vendor that not only has mid-size companies in their “sweet spot” but offers a good time to value and pricing model accessible for smaller players with ability to pay more as you grow.

 

Myth 5: CDP is new to the market like Tik Tok

 

Well, we would say not exactly. Under the name Customer Data Platform, it may be seen as somewhat new as it was forged in 2013, but it is actually a collection of technologies known and used in other systems, combined and rebuilt into a packaged piece of software that we now call a CDP. But in our opinion a real predecessor of CDP was Jeff Johnson, known as the first ever employee of Nike, who in 1965 created the first Nike shop and in his notebook he kept detailed information about it’s customers. Information about runs they run, injuries, records etc. 

 

Tip: Be like Jeff.

Most digital marketers are familiar with the power of transactional emails for brand-building and customer retention: Transactional emails get 8x more opens and clicks than any other type of email and generate 6x as much revenue. 
But much of the transactional email discussion centers around product or software businesses. So, digital marketing agencies may not apply what they know to be true about transactional emails to their own company. 
In this post, we’re sharing how agencies can use transactional emails to improve their own client retention. 
Why do transactional emails matter for agencies?
Think about the last time you ordered something online: You may have saved the shipping confirmation email and checked back a few days later to find tracking information to see your package’s progress.
When else do you give such devoted or repeat attention to an email from a company or marketer? 
Unlike most marketing emails, the information in transactional emails makes these emails feel important—and even urgent—to open and read. 
Smart marketers can take advantage of this urgency and infuse their transactional emails with strategies to build their agency brand and improve client retention. 
Types of transactional emails for agencies
Transactional emails, sometimes called “system-triggered” emails, are automatic emails triggered by an action. For product and software businesses, traditional triggers include signing up for a newsletter, creating an account, or placing an order.
For agencies, the opportunities to send brand-building transactional emails are similar but a little different. Let’s take a look at the types of transactional emails for agencies. 
 
Welcome email
A welcome email is sent to new email subscribers after they join your email list. Your welcome email is an opportunity to set the tone for your relationship with this prospective client. 
For example, Findable Digital Marketing sends this welcome email to new subscribers:  

Source: Findable Digital Marketing.
This is an excellent example of an agency welcome email because it:

Sets clear expectations for the newsletter to minimize unsubscribes
Invites subscribers to become more invested in the brand by following the agency on social or reading recent blog posts
Is signed by the company founder to make the reader feel special (instead of signed by “team”)

Onboarding email
An onboarding email is an email sent to clients who have just signed on with your agency. 
The goal of an onboarding email is to establish expectations for the working relationship, but you can also use it to make new clients feel like they’ve made a great decision by choosing to work with you. For this reason, a great onboarding email can go a long way toward improving client retention. 
For example, check out this onboarding email by video messaging software Loom: 

Source: Really Good Emails.
You can take a cue from Loom’s onboarding email and:

Include a personalized video to make new clients feel special
Outline next steps for new clients to take
Make it easy for new clients to get their questions answered quickly

 
Invoice & contract emails
Invoice and contract emails are an opportunity to improve your client relationships. Instead of sending the default invoice or contract email that comes with your CRM, try writing your own copy. 
For example, check out this sample invoice email from time tracking tool Clockify: 

Source: Clockify
This email is excellent because it:

Balances a professional tone with a personal touch (“Hope you’re doing well”)
Uses a clear subject line that can’t be misunderstood (“Payment reminder for invoice”)
Includes the terms of the invoice in the body of the email (amount and due date)

Feedback email
Feedback emails are your final opportunity to interact with a client whose project has ended. It’s your last chance to make an impression that leads to referrals and even repeat projects. 
For inspiration, check out this feedback email by search-as-a-service platform Algolia: 

Source: Really Good Emails.
This email is ideal because it does a couple of key things:

It’s written with a personal tone (“As we prepare for Thanksgiving…”) that makes it feel like a 1:1 communication, not a templated email
It asks directly for feedback (“Would you be willing to write a quick and honest review…?”)
It includes an easy-to-find button to leave feedback
It offers an incentive to leave feedback to encourage more responses

Wrap up
Even though most of the discussion around transactional emails is focused on product or software businesses, agencies are equally primed to increase client retention through exceptional transactional emails.
If you follow the examples outlined in this post, you’ll be well on your way to creating transactional emails that drive opens, clicks, massive engagement, and heaps of revenue.
For more transactional email help, check out the features page and our guide to transactional email for marketers.
 
The post Create Transactional Emails That Have Clients Coming Back For More appeared first on Campaign Monitor.

If you’re a decent human being, you always honor a pinky promise.
For the uninitiated, a pinky promise is usually between two people and it holds more weight than a spit shake, legal contract, verbal agreement, and “I swear on my [insert family member]” statements combined. It’s part of our social contract – once it’s been agreed upon, it cannot be broken.

A brand promise is the scaled, commercial version of the pinky promise, with the brand holding up one finger and its target audience holding up the other.
Except, in this case, breaking it won’t just ruin your reputation, it can impact your revenue.
Let’s talk about how to create a brand promise and see examples from popular brands.
What is a brand promise?
A brand promise reveals what consumers can expect from a brand across all touchpoints. It serves as a company’s foundational value and informs every aspect of the company, from its messaging to its customer service.
Your brand promise should be central to your company, something that remains constant as it grows and evolves.
Not every brand promise is explicit. In many cases, it’s more of an internal mantra that’s shared with employees, investors, and partners. However, when you have built a strong brand identity and clear messaging, your brand promise can be assumed by your target audience.
There’s often some confusion between a brand promise and a tagline, so let’s break it down.

While it can be just as short as a tagline, a brand promise tells consumers, “Hey, this is what you’ll find every time you interact with our brand.”
So, why have one? Well, a brand promise:

Helps internal and external stakeholders know what to expect from you.
Gains consumer trust.
Serves as the foundation from which you build out how your company operates from a consumer interaction perspective.

One thing to note about a brand promise, it is a promise after all. So when you break it, it can affect your reputation and your revenue.
For instance, let’s say your brand promise is something like “Innovation at every turn,” and your company hasn’t come out with something new and fresh in the last five years, that can deter potential consumers.
Here are the most common types of brand promises:

Emotional: A promise appealing to emotion.

Action-based: A promise tied to a specific action.

Social: A promise based on ethical or social responsibility.

How to Build a Brand Promise
1. Focus on your audience.
Your brand promise outlines your commitment to your audience. So, to figure out what your promise should be, your first step is determining what your audience wants from you.
It goes beyond a specific product or service, it’s more specific to the experience you’re providing.
For instance, Planet Fitness’s brand promise is based on people’s reluctance to join the gym for fear of judgment and embarrassment. The brand, in response, promises to create an environment that encourages people at all fitness levels to go to the gym and feel comfortable working out.
Another goal of your brand promise is to set you apart from your competitors. What makes you unique, is it your customer service, your product, your mission, your values? Use that to offer a promise that’s distinctive.
In Planet Fitness’ case, the brand did something no one else had done: Address the problem with the gym environment, not its users.
2. Think about your customer touchpoints.
With your brand promise, you’re guaranteeing something to your customers.
As such, place yourself in the shoes of your consumers and envision how you want those interactions to go. Is there a specific feeling involved? What do they have to gain?
Once you put those into words, you’ll be able to craft a brand promise that reflects the experience you want to promote.
3. Keep it simple, unique, and inspiring.
Your brand promise should be clear and to the point, something you can say in one sentence. It won’t necessarily be as fun as a tagline, but it should definitely inspire trust and confidence.
If you can’t articulate your promise in this way, perhaps you haven’t fully fleshed out your brand’s purpose. If that’s the case, start by asking yourself these questions:

What should my customers expect from me?
What does my company stand for?
What makes us unique?

Brand Promise Examples
Keep in mind that some of these examples of brand promises are assumed and some have been shared by the companies. Use them as inspiration when crafting your own.

HubSpot – Help millions of companies grow better.

Nike – Inspire every athlete in the world.

Apple – Think differently.

Starbucks – To inspire and nurture the human spirit – one person, one cup, one neighborhood at a time.

Coca-Cola – Refresh the world in mind, body, and spirit, and inspire moments of optimism.

Anima Iris – Feel empowered and emboldened.

Telfar – Redefine luxury as accessible and inclusive.

Tru Colour – Celebrate our differences.

Noirbnb – Create a safe space for POC to travel and discover new adventures.

Pur Home Clean – Change the way you think about cleaning.

What’s common across all of these promises is that they never refer to a particular offering or numerical goal. Instead, they are statements that encompass the brand’s broader purpose.
Brand Promise Template
There isn’t an exact formula to create your brand promise. However, we have mentioned that it is a blend of a few things that make up your company. So here’s a formula you can use to create your promise:
Positioning + Vision + Value Proposition = Your Brand Promise
Write your answers down and start blending these concepts together into one succinct idea.
Crafting your brand promise should be a top priority when developing your identity. Without this core message, you will likely struggle to develop your brand identity and strong messaging to connect with your target audience.
As with everything, expect to have a few iterations. You won’t always have the answer right away.
It may take a few sessions to flesh it out and that’s OK. Because once you have it, it will become ingrained both internally and externally as your company grows.

One of the first things I do every day is check my email. And I’m not the only one.
Did you know that roughly 80% of marketers have reported an increase in email engagement in 2020?
And that the number of global email users is set to grow to 4.48 billion users by 2024?

Additionally, email marketing has the highest return on investment for small businesses and is the second most effective medium for building brand awareness.
Wow. Those stats alone serve as a reminder that email marketing is not a thing of the past. It’s continuing to grow and is a major way that brands learn about and engage with their customers.
As the adage goes, email marketing is about sending the right message to the right people at the right time.
But, how do you do that?
In this post, let’s review the top strategies you can use to get to know your email subscribers according to research.

1. Use analytics.
A great way to learn about your current email subscribers is to dive into your analytics. Find out what emails perform best. Is there a pattern? What topics is your audience most interested in?
What emails do they engage with the most? What day/time are your open rates higher?
Analytics can help you figure all of this out so you can be in touch with and provide content that your audience wants.
Cynthia Price at Litmus says, “If emails could talk, you could learn a lot about your subscribers. Oh, wait. They do. Open rates, click-through rates, and other standard email metrics all give you signals. They’re interested. They’re not. They’re done.”
But how do you optimize other things like templates? Or apply what you learn in your email program to other channels?
Price explains, “With analytics that go beyond opens and clicks. When you know which email clients your subscribers use, you can optimize the experience for them. For example, what if the majority of your subscribers are on mobile and using Dark Mode? You’ll want to incorporate that into your design strategy and QA & testing process. Or let’s say you know an email has a high forward or print rate. You might have a possible viral piece of content on your hands. Don’t miss out on insights like these—see what your subscribers are telling you.”
Ultimately, monitoring your metrics will help you identify what your audience is interested in.
2. Participate in social media listening.
Did you know that 37% of consumers find purchase inspiration from their social media channels?
Paying attention to what your audience is doing on social media will help you learn more about your consumers so you can understand the content that they want to see.
Think, “What are they interacting with on social media? What type of information are they looking for?”
With this information, you can learn what content your audience really enjoys.
3. Send polls.
This might seem a little too straightforward, but honestly, the best way to learn about someone is to ask them questions.
Send out polls in your emails and learn about your audience.
For HubSpot’s Service Blog, the daily email newsletter includes a question of the day. This helps us learn more about our audience on a regular basis.
4. Conduct A/B testing.
A/B testing is one of the most reliable ways to learn what type of email content your email subscribers react well to.
In fact, companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests.
You can use A/B testing to see what types of subject lines work best, what type of email copy, and more.
Price says, “You can optimize content by A/B testing like 90% of marketers. Or personalize to deepen engagement. Birthday emails are said to get 3.42 times the revenue of a standard promotional email.”
5. Segment your lists.
Segmenting your email list when you learn more information about your audience will help you send better, personalized emails.
Emails that have personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns.
Essentially, email segmentation can help you increase open rates and improve click-through rates.
When you go to segment your list, segment by how people found your page. What were they signing up for? For instance, someone who purchased a product and someone who downloaded a specific lead magnet will be interested in different email newsletters.
You might segment your list by people who want to learn about blog posts and those who are interested in sales information.
Additionally, you can segment by location. Or maybe even open rate — send emails to your most engaged subscribers.
This will help you send the right emails to the right people.
6. Do buyer persona research.
If you don’t have a buyer persona, you might consider creating one. This will help you understand your subscriber’s problems, goals, challenges, values, demographic information, and more.
Conducting buyer persona research will mean that you’ll interview customers and learn about their preferences. Then, create a fictionalized version of your customers based on real data. This is another reason why it’s so important to use your analytics to learn more about your subscribers.
7. Try new things.
Getting to know your email subscribers can be a fun way to experiment with email marketing. Try new things and see what your audience responds to. You can try different types of content, different rich media, or different subject lines.
With email marketing on the rise, it’s important to optimize your strategies. You need to really know your email subscribers to reap the benefits of email marketing.

If you have a well-developed digital marketing and advertising strategy, you’ve probably already been warned about the impending death of third-party cookies. Depending on your news source, however, you will likely have one of two quite extreme views on this subject. Either, according to some, the end of third-party cookies is an apocalypse for online…
The post The Loss of Third-Party Cookies is a Bigger Issue Than You Think appeared first on Benchmarkemail.

Does anyone have a recommendation for an alternative to Flexitive? I was testing Flexitive to see if it meets my needs but it does not export in png and I need transparent backgrounds. I’m interested in these features: Ability to create multiple sizes quickly and easily (social media sizes but also custom sizes for websites, emails, and more). Design once and that’s it other than maybe tweaking things. Ability to automate creatives like Flexitive’s data feed feature. Set up a master template and then automate backgrounds and text. Ability to do simple animations. Not as important as the other features so this is not a deal breaker. I’ve been googling and searching on Reddit but nothing is really coming up. As a solopreneur I don’t really want to spend my time coping and pasting and doing all this manually. There has to be a creative automation app out there 🧐 Thanks
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Most marketers know that Facebook is more than just another social media platform. It’s an essential business tool for companies of every size and industry.
With a daily active user base of over 1.8 billion (98.3% or 1.73 billion of which are on mobile alone), you know Facebook can help you reach new audiences you may otherwise have been unable to get.
Facebook can also help you get found more easily in search, create a community around your business, promote the content you create, and develop a strong brand identity.
But what about using Facebook for lead generation?
Attracting new leads using Facebook — leads that might eventually turn into paying customers — is one of the most intriguing reasons to use Facebook marketing. However, many marketers still fail to use Facebook to source leads. You’d be losing out on reaching thousands or millions of potential customers if you’re one such marketer.
Even if you’re currently generating leads on Facebook, we all could probably use a little boost in our lead generation efforts. And that’s why we created this guide.
To make sure we’re all on the same page, let’s start with what a lead is (and isn’t) and the two types of leads you can generate on Facebook.
What is a Facebook lead?
A lead is a person who has indicated an interest in your company’s product or services by giving you their information in some way. A lead can show interest in various ways: by filling out a form to download an ebook, requesting a demo, or completing an online survey.
Unfortunately, simply liking a status update, photo, or video on your Facebook page doesn’t qualify someone to become a Facebook lead. That type of action doesn’t indicate interest in your company or product/services, as it’s possible they just liked your post because it had a cute puppy in it, you know?
Below, let’s review the two types of leads you can capture on Facebook and what their differences are.
The 2 Types of Leads You Can Capture on Facebook
There are two types of leads you can generate on Facebook: direct and indirect leads.
Don’t miss this live virtual event with Facebook and HubSpot on how to grow your business faster than ever with Facebook.
Direct Leads
A direct Facebook lead is generated by sharing content that links directly back to a lead form on your website. Visitors then share information in exchange for an offer — whether an ebook, coupon, infographic, or any other piece of content. This form is typically on a landing page dedicated to that specific offer.
Indirect Leads
Indirect leads are generated by using Facebook on the path to conversion. For example, if you share a blog post containing a call-to-action to a landing page at the bottom of the post, your initial Facebook share indirectly leads visitors to that landing page.
While directly promoting landing pages is an instant gratifier of leads generated, providing relevant content without a form makes your Facebook presence a friendlier home for content that your target audience will want to come back for again and again.
Let’s look at few ways to generate both indirect and direct leads in the section below. 
How to Generate Leads on Facebook
Lead Ads
Lead ads are arguably the most popular tool used on Facebook to generate leads. These are posts that are sponsored by your business and they appear on your audience’s News Feeds, Stories, Marketplace, and more. These ads target Facebook users who are most likely to be interested in your company based on the behaviors they display both on Facebook and off. Once a user clicks on a lead ad, they’re prompted to fill out a form and submit contact information to your company. 
Facebook Posts
Your Facebook posts are probably what got your audience’s attention in the first place. These can be one-off posts or a dedicated campaign that points viewers back to your website or Facebook page. You can include a link to a form within the actual post, or direct users to a landing page where they can submit their information. 
Facebook Messenger
Facebook Messenger is like a built-in live chat feature for your Facebook Page. Users can reach out to you in a private 1:1 conversation and ask questions about your brand and its products. 
Don’t have the time to manage a live chat channel 24/7? No problem. You can install a bot on your page to respond to customer inquiries. 
Whether it’s a bot or a person, your team can use Facebook Messenger to direct interested visitors to your website and landing pages so they can convert from prospects to leads. 
Facebook Events
Does your company host an annual networking event? Perhaps has a charity or a fundraiser that users can donate to? Share it on Facebook.
You can use the Events tool to create dedicated pages for your upcoming events. Your audience can sign up, fill out forms, and become leads all while registering for your event in one place. 
Facebook Live Video
If you’re looking for a more spontaneous approach to lead generation, you might want to try Facebook Live Video. Live Video creates a real-time, public stream that your audience can watch on their News Feed. Viewers react and comment on your video as it’s running and you can use this platform as a way to direct prospects to your marketing content.
For example, if you’re partnering with a local celebrity for an upcoming road race, you might ask them to “Go Live” on Facebook and show your followers what they’re doing to prepare for the race. Not only does this give people a behind-the-scenes look at the race prep, but it also gets the word out about your event. 
When you’re video is over, the recording is still available on your Facebook page. That way, people who may have missed the live version can catch the recording later on. 
Photo Albums
Keeping with our road race example, let’s your race when off without a hitch and it was a massive success. Your marketing team was there the entire time taking photos and capturing the most exciting moments from the day. 
But, the marketing team wasn’t just taking photos for fun. They’re planning to repurpose those images as lead generation content on your Facebook page. 
How? For starters, they can post a photo album on your company’s Timeline. This album would show followers how much fun and excitement there was at your race and it would motivate people to sign up for your next one. All you have to do now is include a link to your website in the comments, and you’ll be generating new leads in no time. 
These are just a few ideas for leveraging Facebook for lead generation. Read on for some more ways you can use this platform to generate leads for your business.
12 Ways to Generate Leads on Facebook
Now, let’s dive into some ways you can capture leads, whether they are direct or indirect.
1. Post landing pages for offers directly to Facebook.
One of the best lead generation ideas on Facebook is sending people directly to a landing page containing your offer. (If you don’t have many lead-generating offers yet, read this blog post for ideas.)
When you do this, make sure the offer has a compelling featured image that’s getting pulled into the Facebook post. To ensure Facebook pulls the right image from your blog post into your Facebook posts, you’ll need to optimize the image size and add the proper open graph tags to your website, which you can learn how to do here.
You’ll also want to make sure it’s clear to the reader where you’re sending them. If they think they’re clicking into a blog post and find themselves needing to fill out a form, they could get confused or frustrated.
Use phrases like “Download your ebook” or “Get your cheat sheet” to indicate where you’re sending them and the action they need to take.
Here’s an example from Sprout Social’s Facebook Page, which contains a “Download this toolkit” CTA.

 

In addition to using clear language, you may want to nix the stock photo from that image in favor of your custom image. Even the least design-savvy of marketers can easily create a custom image in PowerPoint or Canva that includes the name of the offer, just like we did in the example below. (Click here to browse through and download our collection of 100 free social media image templates.)

2. Post the blog posts that generate the most leads.
Another way of generating leads from your content is to pick and post the blog posts that generate the most leads. (Learn how to do a blog lead generation analysis here.)
The topic and title of the blog post will intrigue your audience to click and read, and then they’ll find a CTA within that post — preferably high up, near the intro — to either a solution to a problem they’re having or to something they want to learn more about.
Pro Tip: Our social media managers have found they can generate more leads from Facebook by posting blog posts containing anchor text CTAs in the introduction. If you aren’t using anchor text CTAs yet, you may want to read up on the study we did on anchor text CTAs and consider adopting the process yourself. In every post we tracked for that study, the anchor text CTA was responsible for between 47% and 93% of a post’s leads.
Here’s an example of a post from our Facebook page linking to a blog post that includes an anchor text CTA in the introduction:

And here’s that anchor text CTA, indicated by the red arrow. The blog post has a pop-up that prompts readers to download a free report containing more social media stats.

3. Include links to landing pages in your image captions.
Most marketers understand the importance of using visuals like images and videos in their Facebook strategy. For example, Facebook posts with images see a higher engagement rate when compared to those without images.
To turn these higher engagement rates into lead generation opportunities, consider including links to your website in the descriptions for your images — especially your profile picture and cover photo descriptions.
Whether it’s to a blog post, a piece of lead gen content, or just an “About Us” page, links help your audience get to know your company better. And the descriptions of your profile picture and cover photo are prime real estate to do it. That way, any time people view your cover photo directly, they can access the download link.
Make sure you shorten your links and add UTM codes so you can track clicks on them. Shortening and tracking features are available in the HubSpot Marketing Platform and with tools like Bitly.
Here’s an example from Social Media Examiner’s Facebook Page:

4. Use videos to promote lead generation offers.
Facebook’s organic reach dropped to around 5.2% in 2020, a massive dip from 52% in 2016, thanks to the tweaks in Facebook’s algorithm.
Without creating a Facebook ad, it’s almost impossible for your audience to see your content. To get as much engagement as possible, marketers have turned to videos.
Why? For starters, Facebook’s algorithm favors video content. As a result, video posts have an average engagement rate of 0.26%, which is higher than engagement rates of other post types.
So, if you’re trying to increase your lead generation efforts on Facebook, you’ll want to start using videos on your Facebook page to introduce and promote your content, whether they’re offers, events, courses, or something else.
In addition to the text CTA that you can add in the video’s description, you can also include a verbal CTA to “register” or “download,” both earlier in the video and at the very end.
Check out how L.L. Bean used a video to encourage sign-ups for its course:

Here’s another example from us here at HubSpot, in which we used a how-to video to introduce a gated offer:

We’ve also created videos specifically to promote lead generation content as we did here for our career assessment called The Next Five:

5. Use Facebook Live videos to remind people to register.
Videos can be pretty time-intensive to create, not to mention intimidating. But you don’t necessarily have to pull together the time and resources to create a perfectly scripted and edited marketing video to leverage the power of video on Facebook — especially if you’re a small business.
Facebook Live is a feature that allows anyone to broadcast videos from their mobile device straight to their Facebook News Feed. The best part about these live videos is that they’re meant to be a little scrappier and more spontaneous than regular marketing videos — making them more authentic and personal.
So, get the conversation going about your lead generation offers by creating a live video to promote them. You might promote an event by showing the setup live, for example. Or, you might promote an offer by hosting an open Q&A on live video where you interact with Facebook commenters live and on camera.
Just like you’d do with your standard videos, add a verbal CTA to the video in addition to the text CTA. In a live video, though, you’ll want to repeat that CTA even more than you would with a pre-recorded video. Why? Because when you first start live streaming, you may have zero people watching. Even a few seconds in, you could only have a handful of viewers.
As people find your video on their News Feeds, they’ll join in — but that means you’ll want to repeat the CTA a few times to catch people up. You can also add a text CTA in the video’s description.
6. Pin posts that link to lead generation offers to the top of your feed.
Pinning a post to the top of your Page’s Timeline allows you to highlight and showcase what would otherwise be a typical post. It’ll stay at the top of your Timeline for up to seven days, after which it’ll return to the date it was published on your Page’s Timeline.
You can identify a pinned post by an unmistakable “pinned post” marker at the top of the post. Any post you decide to pin should be valuable to your audience and relevant to your online objectives.
Here’s an example from Apttus’ Facebook Page:

You can pin any type of post, from text to images to videos, even live videos. If you pin a Facebook Live video, that video will simply show up at the top of your profile with the whole recording, indicating that the Page “was live” at a certain point.
Here’s an example of what that looks like from Refinery29’s Facebook Page:

7. Add a CTA button to your Facebook Page.
Adding a relevant CTA button to your Facebook Page is a crucial lead generation tactic that no marketers will want to miss out on.
Back in late 2014, Facebook added a feature to its business Pages allowing users to place a simple call-to-action button at the top of their Facebook Pages. This button is simple but powerful, and it can help drive more traffic from your Facebook Page to your website — including landing pages, contact sheets, and other lead generation forms. You can learn how to install and use the Facebook CTA button here.
You’ll find you have 17 pre-made button options to choose from. These options include “Sign Up,” “Shop Now,” “Contact Us,” “Book Now,” “Use App,” Watch Video,” and “Play Game.”

Once you choose a button and link it to a page on your website, it’ll appear up at a fixed location right below your cover photo and to the right.

While some marketers choose a CTA and keep it the same for weeks and months at a time, consider taking your marketing game a step further and switching up that button — and the web page it links to — to match your team’s and business goals and the campaigns you’re running at the time.
For example, you might align the CTA with your cover photo design and a pinned post around a single campaign
8. Ask for input from your Facebook audience about your products.
You can feed two birds with one scone (as my colleague Carly Stec would say) by posting a status update asking for feedback on your products/services and then linking to a landing page where people try your tool for free.
You’ll encourage sign-ups by linking directly to the landing page, and your followers will love the opportunity to give their two cents.
The obvious risk here is that you’ll be opening up the floodgates for negative commenters, so be selective on the tools and products you post for feedback.
Make sure you’re posting something you’re proud of and ready to receive feedback for. You’ll also want to have at least one or two people prepared to respond to Facebook comments as they roll in — both the positive and the negative.
If you do receive negative feedback, respond as quickly as possible to show you care and prevent them from turning into something more serious. If you get complaints about the product, use the “customer is always right” approach and say you’re sorry.
You’ll get respect from other customers for being upfront. Share your appreciation for folks’ feedback. Finally, ask how you can help — and then actually help. Take notes on the feedback you get and send it to the people who can make things happen.
(This post contains more tips for dealing with negative comments on social media)
9. Run a contest or giveaway.
People love contests and giveaways. Not only are they fun, but they can also teach you a lot about your audience — all the while engaging them, growing your reach, driving traffic to your website, and (drum roll, please) generating leads.
Since your giveaway aims to generate leads, you’ll need to publish posts that include an attractive featured image or video, compelling and straightforward copy, and a link to your giveaway page where they can fill out their details into your lead forms.
Read this post to learn more about running successful social media contests.
(Before you start your Facebook contest, though, make sure you can run it legally by reading through their Page Guidelines. Facebook has cracked down on contests due to liability issues, so read through their strict rules ahead of time.)
Below is an example from Zeamo’s Facebook Page:

And here’s another example, this time from Yoplait. It promoted its contest using a video to get more visibility on folks’ News Feeds. And you can tell the contest was a success considering the amount of engagement the post received.

You could also extend your giveaways throughout other platforms like Instagram and Twitter.
10. Create a Facebook event page for your next webinar.
While sharing landing pages with dedicated content offerings are effective, webinars are another great format for capturing leads. While you can promote your webinar’s sign-up form by posting them to your business Timeline. Another way to spread the word is by creating a Facebook Event with a separate registration page on your website.
Once you invite someone to a Facebook Event, you can encourage them to register on a separate page, where they’ll become a lead. In terms of reaching new audiences, Facebook Events are also more visible than standard posts on the News Feed.

Facebook also added new features that help businesses promote their events and see how they’re performing. For example, you can create ads for the desktop and mobile News Feed that boost awareness of events and drive responses.

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If you host events and webinars often, you can also use the Events tab on your Facebook page to share with your followers in a single view. That way, people visiting your page can scroll through your upcoming events and webinars. (If you don’t see the tab on your Page, click “Manage Tabs” at the bottom of your tabs and reorder them, so Events is one of the first to appear.) Read this blog post for more tips on hosting great webinars.
11. Run targeted ads to extend your content’s reach.
One of the best things Facebook can do for your business is to expand your reach to new audiences by running a targeted ad campaign for lead generation.
Thanks to Facebook’s very sophisticated targeting options, you create ads that target people based on their location, age, gender, interests — and even the things they do off Facebook.
There are three overarching formats for Facebook ads that I’ll cover here: boosted posts, right-hand column ads, and News Feed ads.
The main distinction here is the placement of the ad and the amount of writing and size of images they allow.

Boosted Post: This is Facebook’s way of letting marketers turn otherwise regular Facebook posts into ads by “boosting” them. The post will show organically to some users, but to get better reach, the admin will press “boost” (shown only to admins, not to other users) to deliver to a larger number of fans and targets you can select ahead of time.

Right-Hand Column Ads: This is the most traditional ad placement used to turn a user into a Facebook lead. The ad usually appears on the right side of a user’s News Feed. We often see less expensive clicks and conversions when using these ads, along with more advanced testing options.

News Feed Ads: These appear directly in a user’s News Feed and look more like native advertising, although you can also add a small CTA button. They’re part of a tactic called “dark posts,” which means using News Feed-style ads that don’t get published to the News Feed of your Page. In our experience, these ads have a higher engagement rate than right-hand column ads (which makes your Page look super healthy), but they can also be more expensive.

While we won’t go too much more in-depth on Facebook advertising (download our Facebook advertising ebook if you want to learn more), here are two examples of Facebook ads in users’ News Feeds. This first one is a boosted post that targets people based on their Facebook connections:

This second one is a News Feed ad, which lets you add a CTA button to the post — in this case, “Sign Up.” These CTAs are only available for News Feed ads.

Whatever the kind of ads you want to create for lead generation, you can always use HubSpot’s ad software to manage your ads from Facebook and other social media channels within your HubSpot CRM.
12. Run lead ads to simplify the mobile signup process.
As if Facebook’s addition of CTA buttons to its link ads wasn’t exciting enough, it added an entirely new feature called lead ads in 2015, which lets users sign up for lead-generating offers and content without leaving Facebook.
Facebook created lead ads specifically to simplify the mobile sign-up process by creating instant forms that make it super easy for mobile users to fill out their contact details.
Why? Because the forms will auto-populate instead of mobile users having to pinch-and-zoom and type into tiny form fields. When you click on a lead ad, a form opens with your contact information automatically populated based on what you’ve shared with Facebook already, like name and email address.
Talk about solving for a form of friction. Of course, you can edit your contact information before you click “Submit.”

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We won’t detail how to create lead ads here because we already have a guide that talks about how you can make them.
How do you extract the leads you get from lead ads? If you’re a HubSpot customer, you can integrate Facebook Lead Ads directly with your HubSpot account.
If you’re not a HubSpot customer, you can export a CSV straight from your Facebook Page, download them from Ads Manager or Power Editor, or request it directly through the API.
We hope you found these ideas for ways you can generate leads from Facebook helpful. Remember, though, that Facebook is constantly changing. While the ideas here are a solid start for success, nothing beats testing each strategy for your audience.

As a Millennial, my experience with email has been quite interesting.
For a while, it’s where I received chain mail that I was forced to forward unless I wanted something terrible to happen to me or my family. Then, it was where I sent junk emails from brands I didn’t care about.
Today, I look forward to checking my email and hearing from my favorite brands on everything from the news and the marketing world to product launches and sales.
As this marketing channel continues to evolve, one thing users are looking for is interactivity. It makes emails more fun to read, and on the brand side, is a great way to convert users.
Let’s dive into how to use interactive elements in your emails and examples of brands getting it right.

So, why the push for interactive emails? Ashley Riordan, growth marketing manager at HubSpot says nowadays, users expect more.
“When you think about your own inbox – work or personal – the amount of emails we get in a day is a lot,” said Riordan. “Interactive emails, whether it’s a personalized element or multimedia feature, help attract readers’ attention, set your email out from the crowd, and cut through that noise.”
She suggests calling this era: email 2.0. Interesting email content isn’t enough – now it’s about taking it one step further to involve your audience in the emails they receive.
Studies show that consumers are welcoming this change, it’s marketers who are reluctant.
“91% of consumers want interactive content, but only 17% of marketers provide it,” said Megan Moller, director of content marketing at Litmus. “That could be a missed opportunity as competition for subscribers’ attention is at an all-time high, and marketers report seeing a 200% improvement in click-through rates when using interactivity.”
The possibilities are not exactly endless, but they’re pretty extensive. You can add interactivity in email by adding a form, faux video, embedded video, animated GIFs, or carousel.
However, Moller adds that you have to make sure these elements will work for your audience.
“Don’t just add them for interactivity’s sake. Not all email clients support interactivity – though there is growing support of AMP for email,” she added. “Discover what environments (email clients, devices, and more) your subscribers are on with a tool like Litmus Email Analytics, so you can know which interactive strategies are possible with your subscribers.”
3 Reasons to Create an Interactive Email Newsletter
We know interactive elements make emails more engaging and can increase your conversions. But when do you usually use them? Technically, you can implement them anytime but here are some of the most popular ways to leverage interactive elements.
1. Highlight new product features.
Want to announce updates to your products or tease upcoming products? Why talk about it when you can just show it.
Look at this example from Canva.

The graphic design platform regularly sends out emails to subscribers to share new features. By adding a simple GIF like this, users can quickly understand the new feature and get excited about what they could create on the platform.
Here’s another great example from Later.

2. Tease an upcoming event or announcement.
Let’s say you’re preparing for a big sale or upcoming event, you can use interactive elements to create some buzz and anticipation around your offers.

Adidas created an awesome GIF in honor of Mother’s Day, which shows a woman running with her two children in some Adidas gear.
It’s a great illustration of how to use GIFs in emails to pull the reader in while staying within your brand’s visual identity.
3. Increase your email engagement.
Sometimes, you may not have anything special to promote, but you want to improve your metrics.
Perhaps your clickthrough or open rate is low, and you want to encourage your subscribers to participate. That’s a great reason to add some interactivity to your newsletter.

Take The Daily Carnage, a daily newsletter that covers all things marketing.
With every newsletter comes a question of the day that relates to a topic covered in the email. Once you submit your answers, you can see how other subscribers answered the question.
This accomplishes two things: It gets users engaged and excited about the content and it helps the team at Carney learn more about their audience.
Interactive Email Examples
GIFs

GIFS are the perfect middle point between images and videos.
A video can weigh down your email and make your loading speed slow. If you want to add some movement to your email but don’t want to go as far as embedding a video, GIFs are the way to go. Plus, they’re attention-grabby.
“Compared to a static image, GIFs are more eye-catching and therefore more click-catching,” said Riordan.
At HubSpot, we’ve had great success using them.
When sending out welcome messages for new contacts, we’ve found that emails featuring GIFs have a clickthrough rate that’s twice as high as emails without.
In addition to capturing subscribers’ attention, they also convert.
Quizzes

As we covered in the previous section with The Daily Canage, you can increase your newsletter’s engagement rate by including quizzes and polls.
At HubSpot, we saw a 5% increase in open rate and a jump in unique clicks after adding a “Question of The Day” poll to one of our newsletters.
Here’s how it works: Users have to answer today’s “Question of the Day” to see the poll results from yesterday’s question. This approach, says Marketing Manager at HubSpot Clint Fontanella, creates this cliffhanger effect that keeps users engaged.
“This was our most successful test because it gave readers something in exchange for nothing. It gave them information and a little excitement and competition, in exchange for them visiting our blog,” said Fontanella, who used to manage the Service Blog newsletter. “It also gave them a reason to come back every day. By participating in today’s question, they could see yesterday’s results.”
Countdown Timers
Want to get your audience excited about an upcoming event or sale? Consider countdown timers.

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A countdown timer is a great way to create a sense of urgency and build anticipation. While this may require some HTML knowledge, it can be well worth the time.
In 2020, Riordan wanted to boost registrations and build some buzz around a webinar series. She ran a 50/50 test variation with one email including a countdown timer in the header image and another without.
The version with the countdown timer drove 30% more registrations.
A timer isn’t only useful for upcoming events or sales, you can use them for:

Product or website launches
Free trial notifications
Milestone celebrations

Personalized Calculators
When we think of personalization in email, we usually think of adding the subscriber’s name in the subject line and email body. However, there are ways to take it one step further.
This website grader by HubSpot, for instance, is an interactive tool that sends prospects a customized report of their website performance along with specific recommendations and resources for improvements.
This is a great lead generation tool that can bring you one step closer to turning a subscriber into a customer.
Interactive Email Design Dos and Don’ts
Do keep it to one interactive element per email.
While it may be tempting, make sure you don’t overdo it with your interactive elements. A good rule of thumb is one per email.
“Your email recipients will likely be drawn to the interactive element which is the goal, but also means that other parts of your email might be overlooked,” said Riordan. “Try to center your email around one interactive factor, whether that be a poll, video, or GIF.”
She adds, “You don’t want to compete for attention in your own email – the interactive part should be the main message.”
Don’t be afraid to experiment.
With any new strategy you implement, there will be a learning curve.
You may have to try out a few interactive elements before you figure out what works best. And even when you determine the right strategy, it may change depending on the type of email you’re sending and the goals you want to achieve.
For instance, let’s say you want to generate more sales for a product. You’ve tried embedding videos of satisfied customers and adding photos of positive reviews but it doesn’t yield positive results. Then, you find that creating lifestyle GIFs of the product increase conversions by 10%. You use that strategy from then on.
However, as your goals change, so will the methods you try. Be flexible and always be willing to test out various strategies.
Do prioritize accessibility.
As you incorporate interactivity into your email, don’t forget to keep accessibility in mind. This ensures that visually impaired, deaf, and hard-of-hearing users can enjoy your emails without any trouble.
Here are some tips to keep in mind:

Include descriptive alt text in every image, GIF, or any interactive element.
Use colors that contrast well. Use this tool to check if you’re on the right track.
Design your email with “Dark Mode” in mind.
Add captions and transcripts to your videos.

Interactive Email Templates
1. Litmus

Litmus makes email marketing easy.
The platform offers a ton of interactive features and tools that you can customize based on the viewport (i.e. device) and email service. This includes hover effects, animated PNGs, and dark mode targeting.
In addition, the platform works for small to midsize businesses as well as enterprise-level companies. Pricing ranges from $99/month to $199/month, with custom pricing available for larger-scale organizations.
2. MailChimp

MailChimp is one of the top email marketing platforms on the market, known for its user-friendly interface.
On the platform, you can find over 100 campaign templates designed by professionals. All you have to do is fill in the gaps and hit “send.”
You can use the drag-and-drop feature to add interactive elements anywhere in your email and even import custom HTML templates.
MailChimp offers a free version for those who are just getting started with email marketing and goes all the way up to $299/month.
3. Stripo

If you want to skip coding when creating your email newsletter, find the templates you need at Stripo.
All you have to do is head to the website, find a template you like and customize it. It integrates with over 60 email service providers, making it easy for you to transfer your design.
You can start using Stripo for free. To take advantage of their premium features, you must subscribe to a monthly or yearly plan for $10/month to $34/month.

When YouTube first launched, I was in 6th grade and all my friends were creating funny videos to upload.
See, back in the day, YouTube was mainly used for teens to upload funny, entertaining videos. Anyone else remember Smosh and Fred?
I’m aging myself, but I digress.

Back then, using YouTube for business and marketing was a new concept. Now, more than 15 years later, it’s entirely different. Brands and businesses use Youtube to engage and connect with their audience.
For marketers, this means your YouTube strategy needs to have evolved from the beginning days of the social platform. If you haven’t and are still using old YouTube strategies, you won’t benefit from having a channel.
Let’s review the top outdated YouTube strategies that you need to abandon and what you should do instead.

1. Focusing on selling products rather than helping your audience.
While YouTube might have been a place for entertainment before, it’s now also a place for people to learn new skills and conduct research.
Nelson Chacon, the principal marketing manager of YouTube at HubSpot, says, “Don’t sell, help. Users on YouTube like to be educated and not sold to.”
When businesses first started using social media sites, one of the older marketing tactics was to sell, sell, sell.
But users don’t want to be sold to. They want help. If they go to your business’s YouTube, they probably want information too.
The best way to abandon this strategy is to know what your audience needs help with. Think to yourself, “What does my audience want to learn from me?”
Then, create content that provides value.
Chacon explains, “Having a strategy to educate, empower, and provide some assistance can go a long way.”
2. Being robotic instead of human.
I don’t know about you, but I’ve seen a lot of businesses put out content that sounds robotic. It doesn’t sound human and it’s hard to pay attention to. In fact, I’d even say it’s not interesting and it’s not apparent why it’s useful to me.
That’s why Chacon recommends being human in your videos instead. He says, “YouTube is a very organic platform where people like and trust creators even more than corporations. This can be reflected in the content you make and the interactions you have with your audience.”
All the content you create for your marketing team should be helpful, human, and provide value to your audience.
3. Neglecting your audience.
Another outdated YouTube strategy is to neglect your audience. Some businesses have a bad habit of just putting out video content and not responding to comments or engaging with their viewers.
Additionally, many businesses don’t use social listening to understand what content their audience wants to see or what they’re paying attention to.
This isn’t going to help marketers.
Instead, Chacon recommends engaging and interacting with your audience. He says, “Users on YouTube like interacting with creators. Keeping up with your social listening and monitoring is vital for success.”
4. Not optimizing your videos.
When YouTube was created, SEO and optimization were fairly new concepts. Additionally, the industry (as is still true today) was constantly evolving.
That’s why many creators and businesses didn’t know they should optimize their videos. Nowadays, to optimize your videos you should pay attention to what your audience is searching for and add those keywords in your title and description.
Additionally, mentioning keywords in the video and adding CTAs are two great ways to keep your audience engaged with your content.
To up-level your YouTube channel, you should dive in and understand how you can optimize your videos for success on YouTube.
5. Not using influencers.
Am I the only one who remembers a time before influencers?
While the job of social media content creator was new back in the day, it’s not anymore and it’s not going anywhere.
That’s why companies should lean into it and use influencers that have a similar audience. On YouTube, a great way to use influencers is to find other content creators, collaborate on videos, and engage with them on their channels.
6. Not being consistent.
A great piece of general life advice is to be consistent. With marketing and YouTube strategy, it’s no different.
Being consistent is how your audience will build a relationship with your brand. Without consistency, then the relationship will be stilted and it won’t feel organic or natural.
Posting consistent content and engaging with your audience is the best way to find success on YouTube.
7. Relying on solely organic rather than promotion as well.
Of course, organic traffic and views are very important to your YouTube strategy. However, it’s important to use multiple channels to direct traffic to your channel.
A great way to do this is to cross-promote content to help your audience find your videos. However, this doesn’t mean you should just post a link on your Facebook or Instagram page.
Users don’t like when they see a social media page that’s sole purpose is to promote other content. Plus, this content gets little engagement.
What you should do is naturally find ways to cross-promote content. For instance, you could conduct a poll on your Instagram stories, and then include a swipe-up link to your YouTube video.
8. Not using analytics.
Not using analytics is one of the biggest outdated strategies that you need to drop. It’s vital to keep track of your success and measure what videos perform well and which ones don’t.
With analytics, you can find out when your audience is online, what they’re interested in, how long they watch your videos, etc.
Finding the “best time” to post shouldn’t be the goal anymore. Now the goal is finding the best time for your audience specifically.
9. Faking likes and comments.
I’m not sure if people still do this, but I remember this being a big strategy that companies were doing when I was younger.
So much so that most people in my generation don’t trust likes, comments, or even followers/subscriber counts.
Any younger generation that has grown up with social media, like millennials and Gen Z, will notice and quickly unfollow or unsubscribe if they notice these strategies.
That’s why you shouldn’t use auto-engagement bots, mass follow accounts only to unfollow the next day, or mass comment on videos asking for a follow.
This will hurt your reputation, could get you banned from social media sites, and your analytics won’t be trustworthy.
Plus, you won’t be building a relationship with your audience, which is the point. The point in these sites is to build a relationship so people are encouraged to purchase from you. If you don’t build a relationship with your audience, your vanity metrics don’t mean anything.
Instead, you should only follow legitimate accounts that are relevant to your brand. This way, you can actually increase brand awareness, build trust with your audience, and eventually generate revenue.
10. Using the wrong social media sites to promote your videos.
While it’s important to cross-promote your content, it doesn’t help to promote on a social media site that your audience isn’t on.
For instance, if your primary audience isn’t on Snapchat or Instagram, cross-promoting there won’t help build your traffic.
That’s why your social media strategy and YouTube strategy need to be reviewed every year. It’s important to align your strategy with the sites that your audience is active on.
While Gen Z and millennials turn to Instagram, only millennials or older generations really use Facebook as their main social media site. Older generations tend not to be on other sites like Snapchat.
Ultimately, YouTube is an amazing platform to use to connect with your audience. And it’s still growing in popularity. That’s why it’s important to update your YouTube strategies and drop the outdated techniques above.