Category: Marketing Automation

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Big Idea or Enduring Question: How can we use Salesforce Flow to allow anyone to Add or Remove Users from Public Groups or Queues? In Salesforce, Queues and Public Groups represent a group of users. Only administrators and delegated administrators … Continue reading →
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Last Updated on April 18, 2021 by Rakesh Gupta Big Idea or Enduring Question: How can we use Salesforce Flow to allow anyone to Add or Remove Users from Public Groups or Queues? In Salesforce, Queues and Public Groups represent … Continue reading →
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A 2019 Edelman study found that three out of four consumers avoid ads. In fact, 47% said they have changed their media habits to see fewer ads while others use ad blockers to prevent them altogether.
The reasons why vary.
Personally, I hate repetitive ads. For about a month straight, every time I would watch a YouTube video, I would see the same ad and it got more irritating every time. Mostly because I wasn’t interested in the brand or its services. But the incessant nature of the ad led to me develop a negative association with the company.

So, how can brands deliver ads that audiences want to see? To know that, let’s first look at what they definitely don’t like.
The Most Annoying Advertisement Types
We surveyed 302 people using Lucid to ask them about what ads they’re most annoyed by.
When we asked the random survey pool, “What’s the most annoying type of digital ad?”, a whopping 58% of respondents said pop-up ads that negatively impact the user experience.

Data Source
While advertising can be unavoidable for brands based on their goals, there are ways to produce ads that don’t annoy your audience. Below, we dive into the two most annoying ads types and explain how marketers and advertisers can navigate.
Pop-Up Ads.
When you think about it, this result isn’t too shocking. We’ve all gone through it. You land on a website and before you can even scroll, you’re hit with a big pop-up ad that takes up the whole screen. You close it, then get hit with another pop-up on the bottom of your screen, making it harder to navigate the site.
At this stage, many viewers just drop off.
This is an issue that affects both publishers and advertisers. The more visitors a publisher has, the higher the rate they will charge for their ad inventory. However, if a site is known to have incessant pop-up ads (looking right at you, recipe websites), visitors may be reluctant to visit that site again. This can lead to lower traffic and eventually less ad revenue.
This is equally impactful to advertisers who want users to convert on their ads. You know how they say journalists should never become the story? Well, ads should never be noticed for their placement instead of their content.
Let’s say your ads are displayed in ways that hinder the user experience. At worst, consumers will start to build a negative perception of your brand and at best, they’ll simply be too distracted by the placement or timing of the ad to care about the content. Either way, it’s a lose-lose situation.
Pre- or Mid-Roll Video Ads
When it comes to video ads, things get tricky.
Our study found that the second most annoying ad type is the one that plays before or during a video or show. In addition, a 2019 study by RevJet found that 100% of consumers will skip the ad whenever possible.
The solution here isn’t to stop producing video ads altogether. It’s to leverage the short time you have to capture your audience’s attention and encourage them to engage with your video.
This could be by addressing their pain points or using emotional appeal. Determining what works best for your audience will require a lot of experimentation. It may take time to figure out the right formula but once you do, you can create videos with confidence that your audience will be entertained.
Now that we know what annoys consumers, let’s talk about what consumers actually want to see.
What Consumers Want in Ads
Plan your ad with user experience in mind.
When deciding on your ad format, placement, and timing, it’s important to consider the user experience.
Take pop-up ads, they are inherently disruptive. In this case, you may want to display them once your user has exhibited a high-engagement behavior on the site. This can be spending X amount of minutes on a page or visiting other pages on the website.
With this tactic, your user may be less likely to dismiss your ad as they are already highly engaged with the page.
Find the right balance in ad frequency.
The RevJet study found that over 72% of consumers dislike brands with repetitive messaging in their ads.
While ad frequency can help you reach your goals, there is a point where it no longer yields positive results.
A 2020 Facebook IQ study found that for brand lift campaigns, more impressions do lead to better ad recall and action intent. However, after a certain number of impressions, the benefits plateau.
In 2019, Snapchat found that the sweet spot was one to two ads per week. However, this number can vary greatly depending on several factors.
The key takeaway is that more doesn’t always equal better when it comes to users.
Don’t get too invasive.
Yes, consumers like personalized ads. But there’s a difference between personal and creepy, and that’s the balance every brand has to strike.
We surveyed 300 people and asked them about which ads feel the most invasive. The top answer was ads based on their recent online searches.

Data Source
The RevJet survey echoed these results, with 60% of consumers stating they do not find retargeting ads helpful.
What consumers may prefer are contextual and demographical ads, according to a 2020 Innovid Study. For instance, seeing an ad for a blender as you’re looking up recipes or seeing an ad for a store located in your area.
There’s no hard-and-fast rule for determining what’s helpful or too invasive. Experiment and see what works for your brand, then use that data to inform your future ad strategy.
Keep it short and concise.
When it comes to video ads, most consumers are not willing to watch them to completion.
A key finding in the RevJet study was that users are willing to abandon their videos if it means sitting through a long ad.
Twenty-eight percent of consumers between the ages of 18 to 44 will drop off if the ad exceeds 10 seconds. That rate rises incrementally as video length increases.
That said, keep your ads short and to the point. If you do opt for a longer ad, have a strong opening that will encourage your audience to keep watching.
It’s important to note that these tips provide insights into consumer perception and can help steer you in the right direction. However, it’s only by experimenting that you will determine which strategies yield the best results to achieve your marketing goals.

We tested most popular AWeber alternatives, and compared features, pricing, ease of use, and more — these 4 turned out to be the best!

Why is ActiveCampaign the best automation tool? It has a visual builder for follow up mails! Recommend it 100%
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I’m sick of having to ask the developers questions for every bit of html edits in Marketo😵. What’s a basic course I can learn to understand more of the coding used in marketo ?
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Developing your audience, unfortunately, is not like a yeast dough. You can’t just knead it, leave it in a warm place for a few hours and enjoy a risen, fluffy dough ready to bake. What I mean is that our efforts to attract potential customers to our business are often like talking to a wall. It is neither pleasant nor motivating. But don’t get discouraged, just because something can’t be done quickly doesn’t mean it can’t be done at all – here are some oldie but goldie strategies you can use to grow your audience in a reasonable amount of time, and most importantly, organically. It is confirmed that 53% of website traffic comes from organic search.

 

Who are you waiting for?

 

If you expect your customers to take their valuable time to get to know your business specifically, at first you need to take some of your time to get to know them. You can’t just throw content at some random people. You must dive quite deep into their interests, know what they are looking for, what content they respond to the most, and what ways of communication they use.  Understanding your potential client’s needs and behaviors is basically the key to any further actions.

 

Being original is never out of fashion

 

I am highly aware that being original when it feels like everything has already been created is difficult. But the truth is, your audience (or potential audience) loves original, especially when it comes to content. When you look around your competition bends over backwards to deliver high quality and original stuff, and so you must do the same to meet the audience’s expectations. Besides, creating content allows you to align your brand with how people feel when they interact with it. Let’s make it clear, Stock pictures are okay, but just imagine what would happen if you’d invest a bit of your time to provide recipients with your own photos?

 

SEO later

 

Ask yourself a question, are you using the full potential of SEO? I do realize that it is not the most ”organic” way of possessing a valuable audience, but definitely worth implementing. While it’s of course super important to optimize your content for readers, optimizing it for search engines is what can bring you real traffic and therefore, grow your audience for good. 92.96% of global traffic comes from Google search, Google Images, and Google Maps. Optimizing for on-page SEO doesn’t have to take forever, and it can help you increase organic traffic.

 

Sweet but psycho

 

Who doesn’t love psychology? Especially psychology applied to marketing. Some time ago I wrote a few articles about very important principles from the marketer’s point of view – Reciprocity, and Scarcity. In short, the first one says that if you do your customer a favor (e.g. give them a coupon card), they will return it, by making a purchase in your store. The second principle deals with the fear of missing out (FOMO), so when an offer is limited, the customer is more likely to buy it.  There are of course many more psychological games, used on often unaware consumers. These include:

 

authority principle – tendency to follow recommendations of experts or influencers, 
novelty principle – urge to buy something new on the market, 
the paradox of choice – limiting options as people get lost when they have to choose from many,
herd mentality – customers love to have, what everyone has,
confirmation bias – the tendency to lean toward information that supports your beliefs while rejecting information that contradicts them.

 

These are just a few examples of how to use psychology to attract and keep your audience, and while used well, can work wonders if not abused.

 

Wanna be my guest?

 

Each month, approximately 409 million people view more than 20 billion pages. By guest blogging, you increase your chances of being noticed by those who have not yet stumbled upon your website/social media page/profile. By becoming visible on other sites or collaborating with people with larger audiences, you simply increase your chances of being noticed.

 

Video killed the radio star

 

These days, simple text and pictures are not exactly what drives your potential audience to you. Video content has become more popular than you could imagine. Want proof? YouTube has over a billion users, that’s almost one-third of total internet users! Besides, statistics show that video content is blooming. I could go on and joke that it’s because movie theaters are mostly closed, so people are looking for video content elsewhere. That being said, 70% of marketers want to increase their investment in video. Referring to the title of this paragraph, radio isn’t entirely dead, since 75% of Americans are now familiar with podcasting.  By investing in video and podcast content you can get yourself a large group of observers.

 

Why does it take so long to load!?

 

I’ve already said a lot about the content tactics you should wrap your head around, but what about the technical issues that cause users to withdraw with distaste instead of attracting attention? 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. Furthermore, a very slow site can be a negative ranking factor for Google, causing people to simply not see your site in a search.

 

Be on the top of the world

 

These are of course not the ultimate recipe for attracting and growing an audience. I would go even further and advocate that there is no universal rule for success in this matter. But there are some hidden gems of how you can act to make the job easier and drive your brand from zero to hero, establish a voice to it, and drive traffic to your website.

If you’ve been on social media, marketing news sites, or the HubSpot Blog lately, you might have heard about Clubhouse.
The nearly one-year-old social media platform which allows users to drop into audio-only chat rooms has grown from 600,000 to 10 million active users in just a few short months.  Although the app is invite-only, more and more people are gaining access and tuning into discussions related to their industry, hobbies, and other interests each day.
Users also love Clubhouse for its entertainment factor. When surfing through Clubhouse, you might find celebrities, like Joe Rogan, chatting with fellow influencers; audio-only musical productions, comedy nights; or even standup comedy events.
But, when exploring Clubhouse’s vast and highly-creative audio rooms as a marketer, you might wonder if and how you can leverage it within your marketing strategy.
At this point, most Clubhouse content is still highly experimental. However, one major theme to note is that it’s users want to hear from people — not just brands.
Because Clubhouse’s users crave authentic human discussion, they’ll likely disengage from rooms that prioritize promotional content over a relatable conversation.
However, while building brand awareness on an ultra-personal app like Clubhouse takes time, energy, and lots of community management, we’re already starting to see brands begin to connect with the channel’s growing audience.
To help marketers who are just learning about Clubhouse, I spent the last few days surfing the app to learn how brands are reaching users. Below I’ll highlight four common brand awareness tactics and offer a few actual examples.

How Brands Leverage Clubhouse
1. Fireside Chats or Q&As
When I first heard about Clubhouse and explored the app, a lot of rooms I dropped into felt like audio-only video calls or webinars where only the hosts began with speaking privileges. To me, it’s not surprising that brand-affiliated room creators and moderators have begun to leverage Q&As, panels, and fireside-chat formats to create interactive — yet well-managed — discussions on the platform.
When watching a panel or interview affiliated with a brand, it’s often formatted in one of two ways:

The moderator — who works for the brand coordinating the room — asks thought leaders or influencers affiliated with their industry questions. This moderator might also permit audience members to ask questions or come to the stage to the speaker as well.
An employee or leader from a brand serves as an interviewee or panel member while an influencer that does not work for the brand asks questions or moderates questions from the audience.

Regardless of which role the brand member holds in the chat, these rooms have very similar formats. They usually begin with the moderator announcing who they are, who they’ll be talking to, and the topic of the room. From there, the moderator will either ask questions to the speakers or giving speaking privileges to other users who raise their hands.
Below I’ll highlight two examples of rooms I’ve seen. Because Clubhouse is still invite-only and positioned as a safe space for communities to discuss thoughts, topics, or ideas, I will only note key parts of the conversations and room formats. I also did not record these rooms.
Below are two recent fireside chat examples:
Coinbase
A recent Clubhouse room, shown below, featured an interview with Coinbase Co-Founder and CEO Brian Armstrong. During the room, Sriram Krishman, a moderator from the club Good Time, asked Armstrong questions about how he got started in bitcoin and grew his company. They also discussed the future of cyber currency. Krishman, also invited listeners to raise their hands and ask questions to Armstrong to create more discussion around the complex cyber topic.

In rooms like the one above, users can learn more about a brand like Coinbase and ask its leader questions about the company or its industry. Through this experience, Coinbase and other brands could boost both company awareness and credibility with audiences who tune in to hear their canned, unedited discussion.
HubSpot
Recently, HubSpot also launched a fireside chat-styled room where our Chief Marketing Officer Kipp Bodnar, CTO and Co-Founder Dharmesh Shah, and Sr. VP of Marketing Kieran Flanagan invited prominent Clubhouse influencers including Bomani X to discuss “The Future of Marketing and Clubhouse.”
During the panel, Bodnar asked the Clubhouse influencers a few questions related to how they’ve grown their audiences on the platform; what they’ve done to optimize their profile, rooms, or clubs; and brand awareness etiquette. He also took similar questions or comments from a vast group of listeners including a weight-loss business founder, a scientist, and a Rubix cube enthusiast looking to build Clubhouse communities.

While HubSpot’s leaders haven’t claimed to be Clubhouse experts yet, they created a room to highlight what they know so far and connect listeners with some of Clubhouse’s high-profile early-adopters of the app with millions of followers. This is a great example of how the brand positions itself as a marketing thought leader even when they’re experimenting with a new, unique platform.
2. Sponsoring Room Events
While people might not want to join a room that discusses a product or brand positively the entire time, they might enter an interesting conversation or Clubhouse event that is sponsored by a brand.
When you drop into a sponsored room, you might not hear speakers from the brand speak much — or at all. However, when reintroducing the room, a speaker might mention that the room or Clubhouse audio experience is paid for or sponsored by the brand. You might also see a sponsor listed in the room’s title or description.
Below is one interesting example:
Yummy
Below is an example of a scheduled event sponsored by Yummy, a California-based grocery delivery app. During the room-based event — scheduled for June 5 — contestants will compete for a $100 Yummy gift card by performing an audio talent, such as singing or playing music.

By sponsoring an experimental performance contest on Clubhouse, Yummy not only gets to see how creative Clubhouse content could benefit their brand, but they also promote their delivery service to a large pool of Clubhouse users who are interested in audio entertainment or music.
3. Having team members participate in rooms related to your industry.
Another way brands can grow awareness is by having chief officers, leaders, or even general employees raise their hands and actively participate by speaking in rooms with large audiences.
When speaking in a room, brand representatives don’t necessarily need to talk all about their company. However, by adding to a conversation, talking about tactics they’ve tried at their role, and showing off their expertise, audience members learn to trust them and their company. As company members gain a following and fanbase, their brand might also gain a new audience.
Below are two examples of brands that are embracing room participation.
Tax Nation LLC.
In a recent room titled “Marketing That Works in 2021 (so far)”, moderators asked listeners to raise their hands and offer their best marketing tips.

During the room, Cory Hughes, Vice President and Managing Partner of the tax preparation business, Tax Nation LLC, was chosen to speak. He mentioned his company by name and explained that they create marketing content based on “stories” and positive feedback from “happy customers.”
After Hughes made his point, a few other listeners chimed in to agree with how important his tip was.
Not only did Hughes offer valuable advice to participants, but he naturally mentioned his company and its happy customers without sounding like he was trying to plug his tax preparation product.
Start Scale Sail
In another room, titled “Scale Your Business With Digital Products,” entrepreneurs, marketers, and consultants shared tips for growing brands based on their experience,
For example, Natasha O’Banion, CEO of Start Scale Sail, a business automation and consulting firm, explained that she was a big fan of quiz content and added that her team’s successfully generated leads through interactive content.

Although O’Banion didn’t plug her company by name, her explanation of how she’s used quizzes in her own strategy led to questions and more discussion from other attendees. Because she gave valuable input, listeners with similar interests in digital lead generation might be interested in following her or even learning more about her brand.
4. Hosting informal chats
Because Clubhouse is all about discussion and authenticity, many brands have also tried to show their human side and seem more accessible to audiences by hosting informal chats with no obvious goal or topic. This method is more casual, and potentially less intimidating, for listeners who might not raise their hand to speak in a fireside chat with a full agenda.
Below is one example:
DRK Beauty
One brand that hosts inviting, casual rooms is DRK Beauty, a website and commerce platform for people of color, which regularly publishes content around mental health, fashion, beauty, lifestyle, and culture.
At the end of each week, DRK’s team hosts “Weekly Wine Down” rooms aimed to feel like visiting a bar with colleagues or friends at the end of a long week.
While DRK rooms, often hosted by DRK Beauty CEO Wilma Mae Basta, don’t have a set topic or agenda, the team often introduces themselves as speakers, begins a casual conversation about whatever is on their minds, and allows other audience members to raise their hands and chime in at any time.

While DRK Beauty rooms aren’t usually aimed to promote the brand’s site, DRK still enables its audience and prospective web visitors to learn about the people behind the company in a casual, authentic setting. This makes the brand seem accessible, authentic, and trustworthy, three things social media users value when researching brands in 2021.
The key to Clubhouse? Be human.
It’s key to remember that Clubhouse is all about authentic human connection, not branding or self-promotion.
While Clubhouse began as a platform where users could only hear from industry “elites,” the app’s now open to a wide range of creatives and every-day people who want to communicate or interact with others. Because of this, learning about a brand is likely not the first thing a user wants to do when logging on to the app.
Regardless of which strategy you use on Clubhouse, remember to embrace the human side of the app. For example, rather than hosting a room where you explain your brand or products to audiences, consider hosting a fireside chat with a thought leader in your industry or participate in a room that allows you to discuss your industry with others in it.
While focusing on natural conversation and valuable room participation won’t enable you to outright market your product all the time, leaning into the platform’s conversational and personal nature could help you grow a following that trusts your expertise — and eventually — your brand.
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