Category: Marketing Automation

A conference is a powerful opportunity to establish authority in your industry, increase brand awareness, and inspire or entertain both prospects and your existing consumers.
Best of all, a conference can help you meet your team’s objectives. In fact, 95% of marketers believe in-person events can have a major impact on achieving their company’s primary business goals.
In 2020, the majority of events were hosted virtually — and this likely isn’t going to change in 2021 or immediately beyond.
And, in a world of digital-first, a website is many people’s first introduction to your event. A conference website can influence whether someone clicks “Buy Ticket Now”, or abandons the page entirely.
No pressure, right?
Here, we’re going to explore 21 of the coolest, most inspiring conference websites we’ve found. Use these examples as inspiration as you’re designing your own.
Conference Website Design Best Practices
Before we dive into the examples we’ve collected, let’s explore some best practices to keep in-mind when you’re designing your own conference website.
A good conference website design should include:

Put your location and date above-the-fold: People should know immediately where, and when, your event is taking place. If they can’t find it easily, they could abandon your website completely. Before you dive into speakers or any other information, ensure your visitors know whether they can even attend in the first place.

Use interactive elements: Videos or animated graphics can go a long way towards making your website look sleek and professional. Plus, video is a good opportunity to showcase events from years past.

Center the page around your visitor: What’s in it for them? Great speakers to inspire their work? A chance to network with industry leaders? Ensure your copy outlines, clearly and concisely, how your website visitor will benefit from your event.

Have a clear call-to-action: Your page is ultimately meant to convert web visitors into event attendees — so make this easy to do. Create a bold “Register Here” or “Buy Tickets” button so your visitors can easily convert when they’re ready.

Include fun visuals: One thing that’s apparent in all the conference web designs we chose is interesting, unique, fun visuals. I wasn’t impressed by conference websites with too much white space. Use visuals to grab your visitor’s attention, and communicate through images what your event is all about.

Create time-pressure by including a countdown feature: In a few of the websites we’ll look at, below, you’ll see a countdown that outlines how many days, hours, or minutes visitors have left to sign up for the event. This is a fantastic way to create momentum and encourage visitors to sign up immediately, or risk missing out.

Now that we’ve covered some conference website best practices, let’s see how these 21 conferences put those ideas into practice.

1. Leading Design Festival 

Color is an important factor to consider when designing any webpage, and this homepage for the Leading Design Festival does a good job using complementary colors to evoke a sense of warmness. Additionally, you have everything you need at the top of the page — including a button to purchase tickets, the date of the festival, and what you’ll get for attending (a month of design leadership activities). This page proves oftentimes, less is more.

2. Canvas Conference 

I can’t think of many images more inspiring than an image of a rocket taking off for outer space, which serves as Canvas’ backdrop image for the conference homepage. Additionally, the page doesn’t shy away from bright, vibrant colors — like purples, pinks, and blues — to attract the visitors’ attention.
Plus, the price is clearly stated front-and-center, which helps visitors know whether they can afford the event before exploring anything further.

3. London’s UX Fest 

This scroll-triggered, interactive page is so fun, I scrolled it a few times. As you move down the page, you’re introduced to new information about the conference, with fun, unique design elements, like the “Stay Home and Level Up” image to the right of the first Conference box. Best of all, the page is incredibly simple, with plenty of blue space on either side, to evoke a sense of calmness as visitors learn about the conference.
4. GOTOpia Chicago

One of the best features of this conference page is the “Early Bird Ends In…” countdown that appears above-the-fold as soon as a visitor enters the site. The sense of urgency encourages visitors to sign up immediately, or risk losing out on a good deal. The page also does a good job outlining all the critical information you need to know in just a few words — including “Engaging Talks”, “Keynotes”, and “Trivia + Happy Hours”.
Plus, who doesn’t love the bright vibrancy of a red-and-white color scheme?

5. Consumer Technlogy Association 2021 

The CES conference page uses 3D visuals to grab a visitor’s attention immediately, with a simple “We Are CES Ready” tagline. The design is vivid and dynamic, and looks high-tech — undeniably the goal of CES. The page offers all necessary information, including date, location, and a CTA, from the very top of the page, ensuring CES-fans can sign up immediately.

6. Affiliate Summit East 

“If … you mean business” is a compelling statement that hooked me from the get-go. The entire page does a good job explaining how a visitor will benefit from the conference, including the state of the ecommerce industry in 2020, and how ASE can help you. This is a powerful page that makes the most of the real estate to demonstrate why ASE is an important conference for anyone in the retail industry.
For instance, on the homepage, they write: “Right about now you are probably asking yourself, ‘How on earth do I reach and convert buyers in the most competitive retail environment ever?’ We asked ourselves the exact same question and have built ASE21 to help you.” This page successfully keeps attendees’ needs and challenges at the forefront of the messaging.

7. Digital Design Days 

This colorful, sleek-looking homepage uses purples and greens to evoke a futuristic vibe. What I loved most about this conference website was the moving, interactive elements they’ve used to keep your interest as you scroll the page, including exploding visuals and continuously-moving debris. Give it a try for yourself — it’s more entertaining than you might think.

8. Circles Conference 

When attendees are choosing which conferences are worth their time and resources, one of the first questions they’ll ask is, “Why this conference over all others?”
This question is answered immediately on the Circles Conference homepage, and it’s answered using powerful, engaging text. For instance, the first sentence you’ll read in response to “Why Unmasked?” is “Shed layers of fear and doubt, and reveal your inner creativity” — convinced yet?

9. Collision Conference 

Seeing Seth Rogan at the top of the page is undoubtedly reason enough to pause on the site for anyone who’s a fan. Plus, “The Olympics of Tech”, a quote from Politico, does a good job demonstrating the value of the conference.
But what impressed me the most was the “Prices increase by 20% in…” countdown, right beside a bright blue “Book Tickets” CTA. For anyone whose eager not to lose money, this is a compelling argument for booking tickets immediately.

10. An Event Apart 

Consider standing out from the crowd by using in-house designs on your homepage, like An Event Apart does. The page is cheerful and colorful, and provides all critical information in only a few words. Before a visitor has even scrolled, they’ve learned where (online), when, and for whom the conference benefits.

11. Startup Grind Global Conference 

Using a mixture of photography and unique design shapes works well in this case, and the bright purple, pink, and green colors you see at the top of the page contrasts well against a simple black backdrop. The page is sleek and uses three bold buttons to provide all information a visitor will need to learn more, or purchase tickets.  

12. The Martech Summit Singapore 

If you’re hosting a conference in a unique or exciting location, consider using an image of that location as a compelling backdrop. In this case, The Martech Summit used an image of Singapore to remind website visitors of the other benefit they’ll get if traveling from another location for the conference — a trip to a vibrant city. Plus, the attendee count helps persuade hesitant buyers who likely don’t want to feel like they’re missing out.

13. React Day New York 

First off — who doesn’t love hot dogs?
This React Day page does a great job using humor to stand out. Not only is there a big illustration of a hot dog — which hooked me immediately — but there are multiple mentions of hot dogs, including below Buy Tickets (“Psst: There will be hot dogs”), and used in response to “Why” to the right of the page.
Consider how you might use humor on your own conference homepage to surprise and delight new audiences. 

14. INBOUND 2021 

Okay, okay — I might be biased, but hear me out.
This INBOUND page demonstrates the speakers from INBOUND 2020 to excite and impress visitors with the possibilities of similar popular speakers in 2021. This is a good idea if your conference has pulled in some big names in conferences’ past, to give visitors a sense for what they can expect at an upcoming conference if you haven’t officially released upcoming speakers.
The top of the page also effectively outlines all necessary information, including sponsorship opportunities and a prominent “Purchase Tickets” CTA.  

15. ProductCon 

One element that made this #ProductCon page, a conference held by the Product School, stand out to me was the easy-to-find “Get Free Ticket” box, which is front-and-center for new visitors. Particularly if your conference is online and free — which creates minimal barriers to entry — it’s a good idea to make it easy for prospects to sign up instantly.

16. IBM’s Think 

One of the cleaner, sleeker designs in this list, IBM’s Think page employs a bright blue background and minimal text to simplify the user experience. You’ll find everything you need to know at the top of the page — including the topic of the conference, dates, and how to register.
Consider how you might use similarly powerful and concise language to tell new visitors what your conference is all about.
17. AdWorld Conference

If you’re going to have some impressive companies in attendance at your event — including Google, Facebook, and IBM — it’s a good idea to showcase them on your conference’s homepage, like AdWorld does in the example above. Plus, what really stands out about this example is the small videos of various speakers that move across the page, creating a dynamic and unique experience.
18. Growth Marketing Summit 2021

One element I appreciated about this page was the clear, “No Risk. Order Can Be Cancelled Free of Charge…” text right below the CTA, which helps dissuade any visitors’ concerns over being unable to attend and losing money. The page effectively leverages bright colors and a futuristic-looking heart to grab visitors’ attention from the get-go.
19. NPR’s How I Built This Summit 2021

NPR begins its How I Built This Summit conference webpage with one large, compelling statement: “Bold Ideas Need Company.” The bright yellow page is simple and retro-looking, particularly with the cartoon lightning bolts in the corner.
Additionally, NPR displays an original hashtag for the conference, #buildwithus, so hestitant buyers can search for the conference on social platforms, and hear reviews, before purchasing tickets.
20. From Business to Buttons
This theme, which reminded me a little bit of a carnival ride, uses bright colors and an unusual typography to stand out. The page is fun and unique, and has a clean navigation menu at the top to help visitors find exactly what they’re looking for.
21. Red Hat Summit

We round out this list with an incredibly simple yet sleek page from Red Hat Summit, which says only “Open Your Perspective” above-the-fold. The use of white space and minimal design elements helps to highlight this one phrase, which piqued my interest in the conference. Plus, the “Register” button is clear and easy-to-find.
Conference Website Templates
Ready to create your own?
Fortunately, there are plenty of templates available to help you craft a compelling conference website.

1. WordPress Conference Templates

If your website is hosted on WordPress, for instance, you can use one of WordPress’s themes to create an inspiring, sleek, professional website to attract and convert event attendees.
Best of all, you can start with a pre-designed theme, and then use WordPress’s easy website builder to add unique features to make your conference stand out. WordPress offers a free version, and the Business plan is $25/month.  
Take a look at 21 Best Conference WordPress Themes of 2021 for more WordPress theme inspiration.

2. Wix Conference Templates 

Another great option is Wix, which has a large compilation of clean, interactive conferences and meetups website templates. Wix has a free option available, and the Professional version is relatively inexpensive at just $23/month.  
You can also edit your site for mobile, ensuring your mobile site visitors will want to attend your conference just as much as your desktop visitors.

3. Canva Conference Templates

Finally, take a look at Canva’s conference and event program templates. Canva is incredibly easy-to-use, with drag-and-drop features, color schemes, and high-quality stock photos, illustrations, and graphics.
Best of all, if you’re designing with your team, you can easily share your editable file from Canva and then place your colleagues’ suggestions right into Canva.

And there you have it! Now you’re ready to begin creating your own conference website to attract visitors and increase attendees to your own branded event. Who knows — maybe your company will make it on this list in the future. Good luck! 

Marketing is the actions you take to attract an audience to your business. You aim to get people interested in what you have to offer and share content with them to help them decide to do business with you.
However, since marketing helps you attract people to your business, it’s essential to know how to attract them, and even more so who the people are that you want to attract to begin with. Without this critical information, it will be challenging to be successful in your marketing processes.
The way you can get this information is through strategic marketing. In this post, we’ll define strategic marketing and explain the different phases of the process that will help you effectively market your business, attract customers, and drive revenue.

This process is beneficial as it helps you be more intentional with your marketing. You’ll be able to ensure that you’ve targeted the right audience, entered the right markets, and used the correct mediums.
You can think of it like this: strategic marketing is the butter you spread on toast. You can have plain toast as it is, but the butter enhances the flavor and makes it better. Strategic marketing ensures that your marketing campaigns are well-planned, effective, and shown to the right people.
Essentially, strategic marketing is the act of uncovering the information you’ll need to create an effective marketing plan and execute successful campaigns.
Strategic Marketing Process Phases
Given that strategic marketing directly influences many elements of your overall marketing strategy, it’s important to approach the process carefully. Below we’ll discuss the different phases of a strategic marketing process.
1. Planning Phase
The first stage of strategic marketing is the planning phase. It’s the most critical step, as it is the basis of your efforts. You’ll want to identify your business purpose, needs, and the goals and objectives you want to accomplish, as the entire process will help you achieve them.
Without this information, it will be challenging to progress to the next steps as you won’t understand the purpose behind your marketing efforts, which makes it even harder to create a solid plan that helps you succeed.
2. Analysis Phase
The analysis phase involves taking an outward look at how your company measures up to your competitors and your industry. During this stage, many businesses will conduct market research and competitor analyses.
Market research will give you an understanding of what your industry looks like, like current trends, market share, and an overall sense of the playing field. The information you discover should also validate your goals and objectives and let you know if they’re achievable. For example, if your overall business goal is to bring a new type of fork to market, but there is no industry or consumer demand for this new type of fork, your efforts won’t be worthwhile.
A competitor analysis will teach you the ins and outs of how your competition works, their position in the industry, and any possible gaps in the market that you can take advantage of to out-perform them. You can look at competitors’ customer testimonials to get a sense of what your target audience is looking for that they don’t provide and use that insight to build a product that your ideal customer already wants.
You’ll also want to take time to study your target audience and create buyer personas. Aim to gain a well-rounded understanding of who your customers are, their needs, desires, interests, and where you’ll find them within the market.
All in all, your analyses should give you an understanding of how competitive you are, and how competitive you’ll need to be in your final strategy to outshine similar businesses and become a viable market competitor.
3. Development Phase
Once you have a clear picture of your industry and how you should present yourself in the market, the next step is to develop your marketing plan. This stage is more closely related to the aspect of marketing you may be most familiar with, as you’re establishing the marketing tactics that are informed by your strategic marketing process.
This stage involves defining your marketing mix, which is how you’ll meet the objectives from phase one concerning the information you discovered during phase two.
A marketing mix is composed of four Ps: product, price, place, and promotion. Let’s go over some brief definitions of each:

Product: This is what your business is selling. Product marketers or managers typically do this work, but it involves researching (from phase two), development, and creating a product launch timeline.

Price: The price point at which you’ll sell to consumers. Pricing should also be informed by market research and reference to different pricing strategies.

Place: Where your product or service will be sold, like online or in-store.

Promotion: How you’ll advertise your product and introduce it to the market. For example, the different promotional channels (like social media) you’ll use to get your audience excited and entice them to do business with you.

You can think of it like this: say your end goal, developed during phase one, is to create a full-service CRM. Your discoveries in phase two have shown you that the current CRM your customers use isn’t scalable, which is a consistent pain point. They also want a more reasonably priced option.
This current phase would help you create, price, market, and promote your full-service, scalable, and affordable CRM to the correct audiences that are ready and eager to purchase what you have to offer.
4. Implementation Phase
The final phase of the process is when you begin to act on your marketing efforts. As the name suggests, you’ll start implementing the strategy you’ve developed based on your planning and market research. You’ll launch your product and begin seeing sales.
After implementation, it’s also important to take time to review your processes and make changes as necessary. As the market is constantly evolving, you may need to re-address certain things from phase two due to new trends or changing consumer interests.
Strategic marketing is a full circle process.
Although each phase has its unique requirements, it all comes full circle; the marketing mix you created during phase three is based on research from phase two. And, if you’ve put time and effort into your overall strategic marketing process, you’ll attract customers, drive revenue, and meet the goals and objectives you identified in phase one.

Time and again, email marketing has proved its effectiveness, proving the speculations of its death wrong. According to Litmus, emails bring an ROI of $42 for every $1 spent. This is the biggest testimony that email is very much alive and outshining all the other marketing channels. What started off as a simple medium for…
The post Experts Speak: Email Marketing Trends to Look Forward to in 2021 appeared first on Benchmarkemail.

Hello everyone, We just launched our MVP and we are looking for early adopters. Soctify enables automation of your Facebook contests and makes contest management more time and cost efficient. Our features will allow you to: – Manage a large number of Facebook contests efficiently. – Automate the contest related post creation. – Specify multiple qualification criteria. – Automate winner selection and communication with winners. – Gain insights on how your contests are performing. Early adopters will receive free membership for 6 months, access to the private community group, and premium support. They will be able to request features, provide valuable feedback, and shape the product roadmap. If you are interested or have any questions – do not hesitate and let me know. Feel free to contact me via DM or leave a comment]. To apply to the program – visit https://soctify.com/early-adopter-program/ or contact me via DM.
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How can you treat your projects the same way you treat your investments (SEO) How can you treat your projects the same way that You treat your investments, Specifically how can you put things in place that will work for you while you work on other stuff? It’s no secret that building is hard, but for a builder, marketing is even harder, and eventually twice as important. Since I don’t have a lot of money to spend on my side projects, I use a set of tricks and hacks for marketing which guarantee long-term growth at low or no cost. The key to a successful hack is 2 things: Very low cost (<$0.05 CPC) Very low effort (<3 hours) So what processes can I put in place once, that will gradually give me >10x returns in the future? The answer is SEO, scheduled posts, twitter automation, marketing projects, and understanding my funnel. These are all pretty big topics on their own so I’m splitting them up and just talking about SEO right now. Why SEO I find that many see SEO as a daunting task, and get scared away by either the terminology or the relatively long timelines. I was the same way. What changed? I realized the power of SEO. There is literally no cheaper, better channel to optimize for, and this is true for almost any business. It boils down to the following: If people are literally searching Google for what your business can provide, they are ready to convert, and your business needs to be right there. So I spent 2 weeks hardcore learning about SEO, and the real fundamentals that will get you ranked take less than an hour. Before getting started, SEO is a long game, if you’re a young business, your iteration cycle can be less than a day as you can implement feedback in a few hours, but SEO iteration cycles are on the scale of a month. Here is the SEO chart for the past 12 months of one of my companies, Sendblue https://preview.redd.it/dzlpsnc020t61.png?width=2802&format=png&auto=webp&s=e8fb754119fe102c1bf8b0f8b3d9ab3df7f41b83 It took 6 months to get to a point where high-intentioned users came to the site and clicks from Google consistently came in As you can see, there are points where the general trend of impressions and clicks either spikes or drops (see 7/20/20 – drop and 10/17/20 – spike) These were results from iterations a few days prior, which were made by studying the performance for the previous months. 874 clicks for the past 12 months seems really low for a year though, doesn’t it? Yes. But as I mentioned, SEO is a long game, 90% of those clicks came from the last 6 mo, and 50% of those clicks came from the last 3. It’s an investment that has the ability to grow your business exponentially. These clicks are also 100x more likely to convert than any other channel. >25% of them at least started the free trial. The Fundamentals that will take you less than 1 hour Put a Sitemap.xml on your page Sign up for google search console and register your sitemap with the search console Write a decent title and meta description for your website. (Optional) add Open graph tags, twitter cards etc Put a Sitemap.xml on your page This is a crazy easy step for most businesses, just hop over to https://www.xml-sitemaps.com/ and sit back while they crawl your site and generate it for you. Most website creation sites will then let you upload this sitemap or they will generate their own on your behalf anyway. The only caveat here is if you have a very complicated site with routes that change by the day or based on what is available (such as an e-commerce site), for this I would spend 30 minutes researching wildcard paths and sitemap priorities and do it manually. Sign up for the google search console and register your site with it I’d say this is the most important step. Registering your site with Google fast-tracks their crawler to come check out your website. Google’s crawler will otherwise have to happen across your site by finding a link to it elsewhere. This step also lets you track and iterate on your webpage performance. Go to https://search.google.com/search-console/about and hit start now. Go through the onboarding flow for your website. This will require messing with DNS settings a little bit, but nothing crazy. Tell Google where the sitemap for your website is, Google will parse it and then tell you if there’s anything wrong. Fixing all the errors Google gives you is crucial to ranking. Wait. It will take a while before you start seeing Google rank your site, but they will do it (assuming there are people searching for what you’re offering). Write a decent title and meta description for your website. Now comes the fun part. Pick 1 or 2 competitors and head over to ubersuggest.com, enter their domains and see what keywords they are ranking for. This is your time to shine. Either: find a keyword with 100-1000 searches per month with an “easy” ubersuggest ranking difficulty and use that, or: come up with a keyword that they ARE NOT ranking for yet and search ubersuggest for it. If that has an easy ranking difficulty that could be your in into the industry. With the keyword you determined in the previous step, write a title and meta description for your site. Pro tip: Front-load title + description with relevant keywords, use keyword synonyms, and make it generally clear and clickable. Upload these to your site, the Google search here is: “How to set title and meta description in javascript/wordpress/webflow/etc.” (Optional) add Open graph tags, twitter cards etc It’s debatable whether these actually help SEO so these are optional, but any solid business has them as well. This is the stuff that makes your business expand into a card with an image on twitter, in iMessage, and anywhere on the web really. This is beyond the scope of this post but the two google search terms here are: “How to set up Open Graph in WordPress/Webflow/javascript/WhateverPlatformYouUse” “How to set up Twitter Cards in WordPress/Webflow/javascript/WhateverPlatformYouUse” Trailing activities Once you’ve set up the fundamentals, it’s time to wait. I know it sucks, and I know it feels like a waste of time, but trust me. While you work on improving your product, talking to customers, getting product-market-fit, Google is slowly learning about what kind of people are looking for what you can offer. This is where your last task comes in: Once a month, revisit the google search console and see how your site is doing. Going back to Sendblue – google offers a great report view where you can see what people are clicking on. See below: ​ https://preview.redd.it/j7e3xkv720t61.png?width=5678&format=png&auto=webp&s=2d27e3097b966d655da28eb3339ca1c9f92bad51 Your job is to study these keywords, see what people are clicking on, and iterate. Every month when I get back on the search console I look at what people are searching, and if google is ranking me for those things. If Google is ranking me for something (impressions), then I ask: are people clicking on my page? If so, are people staying on the page? If the answer to any of the above questions is no, I play around with the copy high up on the site and in the title/meta description and let it sit for a month (btw, this is where google ads can massively increase your testing rate) (1 mo -> 5 days iteration period) The first 3-6 months of iterations might be complete shots in the dark, but just remember to critically think what people would search for if they were looking for your business, and keep testing until you hit something. Remember: Google’s job is to show people what they are looking for, and they’re pretty d*mn good at it. If you want to hear about how I use scheduled posts, twitter automation, marketing projects, and funnel knowledge to automate my marketing process leave an upvote, I am trying to post like this once every week so I can improve my writing process. I’m excited to hear if I missed anything or if anything was unclear so please leave any feedback below!
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Link building is an invaluable part of SEO. In fact, it’s one of the top factors search engines look at when determining your ranking.
Whether you’re developing a new link-building strategy or revising a current one, it’s important to look at where you currently stand. That’s where a backlink strategy comes into play.

Let’s cover what a backlink analysis looks like and the tools needed to conduct one.
Backlink Analysis
What is backlink analysis?
Backlink analysis is a comprehensive review of a website’s backlinks to analyze the site’s performance and identify issues that could affect its search engine ranking.
Backlink analysis is like the SEO version of going to the doctor for a check-up. You should do it regularly to ensure everything is in order, but you also do it when you notice something is wrong.
Completing this process is one of the best ways to understand your site’s health and understand what factors are contributing to its ranking. Perhaps you’ve noticed a sharp dip in your ranking, or you’re simply not seeing the progress you were expecting.
A backlink analysis will also show you how your website measures up against your competitors. You’ll gain some insight into what strategies your competitors are using and what you could implement in your own process.
Lastly, it’s a chance to identify new growth opportunities that you haven’t yet explored.
1. Choose the sites you want to analyze.
While it’s obvious you’ll be analyzing your own website, you’ll also want to narrow down the competitor sites you want to review.
You may already have a few top of mind, but if you don’t, you’ll want to pick sites that:

Offer similar products or services.
Are currently outranking you for your target keywords.

2. Select an auditing tool.
Although you could conduct a manual backlink audit, it’s likely more efficient to use a backlink tool that already has the key features you’re looking for.
There are several backlink checker tools out there, ranging in price and capabilities. You’ll usually find them as a section within an SEO tool, like Majestic and SEMrush.
Need help finding a backlink analysis tool? Find a few suggestions here.
3. Get a quick overview.
Once you select your auditing tool, it’s time to start the analysis.
Enter your domain name into the search bar and look at the results.

You’ll start with a ton of data. To get a quick idea of how your site is performing, focus on these metrics:

The total number of backlinks: The total number of links pointing to the site. For instance, if website A writes a blog post and hyperlinks to a page on website B, that is a backlink. If this number is very low, it may be the reason why your page isn’t ranking well.

Referring domains: The total number of websites that are pointing to your site. Website A pointing to website B counts as one referring domain. Sorting these domains by authority can tell you how valuable these pages are to your ranking and give you ideas for outreach later on.

Top linked pages: The pages on a website that get the most backlinks. This can indicate the type of content that’s best for link building.

Repeat this step with your competitors to set a benchmark and learn where you fall. Depending on the tool you use, you may be able to compare these metrics on the same page without going back and forth.
4. Analyze the details.
Now it’s time to get into the nitty-gritty details and look at metrics that will answer the “why.”
Begin by looking at your anchor texts, the words used to hyperlink your webpage. This is a great way to identify spammy backlinks that could be hurting your ranking.

If you’re not sure how to know if the referral domain is spammy, see if the anchor text relates to the content on your site. If it looks like the junk section of your email and includes crude language, it’s likely spam.
Once you identify these links, you could reach out to the websites to ask to be removed. It’s a long shot but could work in some instances. Disavowing those links is the more realistic option, which is basically telling Google to ignore those backlinks.
Speaking of spam, you’ll also want to look at your country code top-level domain (ccTLD) distribution. ccTLD refers to the last portion of a URL, which designates the country it originates from.
This is another way to identify websites that could be the source of your negative SEO (i.e. malicious practice meant to negatively impact your ranking).
If your website gets a lot of traffic from Haiti, for instance, it wouldn’t be a red flag to see a lot of .ht backlinks. However, if you start to notice links like .cn or another unfamiliar TLD, you may want to look deeper into this.
Next up: broken or lost links. It’s important to identify your broken and lost links as you miss out on “link juice,” the potential to rank higher from a backlink. In addition, it can make your website harder to crawl.
How do you fix it? There are several ways to do so:

Reach out to the referring domain and ask that it be fixed.
Redirect the broken page to a new webpage on your website.
Redirect the broken page to another page on your website with similar content.

5. See what your competitors are doing.
As you dive deeper into your domain, be sure to compare your findings with your competitors.
For instance, look at the referring domains for the website that’s outranking you. If there’s little overlap between your list and theirs, this could give you direction into which domains to aim for.
It’s also helpful to compare your backlink acquisition rate against your competitors. Are they growing at a much faster pace than you? It could highlight another section worth investigating.

Top Backlink Analysis Tools
1. Google Search Console

Image Source
Google Search Console is a free tool to do an initial backlink check. You can see top metrics, like your total links and referring domains.
The downside to this platform is that you cannot compare your site to your competitors. However, it is a good place to start to gain a big-picture view of your site’s performance.
2. Ahrefs

Ahrefs is an SEO tool with extensive features to help companies optimize their websites.
The backlinks checker is easily accessible through the “Site Explorer,” and allows you to quickly export the data for further analysis. You can also access the sections on the left sidebar to explore each backlink feature more in-depth.
Ahrefs is a paid tool with pricing starting at $82/month and up to $832/month for agency-level capabilities. You can also take advantage of their free trial for seven days at $7.
3. SEMrush

SEMrush is another top SEO tool with a backlink tracker available to subscribers.
You can easily compare your report to three competitors at a time and use the graphs for a visual understanding of the data.
To get a peek into how it works, SEMrush allows free users to make 10 requests a day. While you will only get a limited view of the feature, you can get an idea of how the dashboard functions.
For full access, you must obtain a subscription. Pricing starts at $99/month and goes up to $449.
4. Moz

Moz is one of the top backlink tools in the market.
The dashboard makes quick downloads easily accessible to focus on key areas of interest.
The “Spam Score” feature provides some insight into which links may be damaging your SEO efforts and how to reduce them. Another standout feature on the site is the “Discovered and Lost” section which shows you the linking domains you’ve gained and lost within a specific date range.
You can use Moz using a free 30-day trial or subscribe to one of their monthly plans, starting at $79.
Backlink analysis is an essential part of your SEO strategy and will require continuous maintenance. However, Once you know what to look for, it should be a painless process.

Initially launched in the 1990s, webinar caché once relied heavily on live events. In 2020 however, we saw the webinar space pivot towards the on-demand space.
Lower cost per acquisition, ease of automation, and building trusted archives of useful content has proven to be an effective means of moving customers through the sales funnel.
While not as flashy as their live counterparts, evergreen webinars have proven to be the tortoise to live webinar’s hare: slow and steady sees the highest ROI.
Read on to find out our favorite evergreen webinar strategies, platforms, and the features that make all the difference.

When businesses first started producing webinars the focus skewed towards live events. Shiny and new, the promise of a live webinar meant capturing highly engaged leads and collaborating with top talent in the industry.
But live webinars are also a ton of work to produce: weeks of coordination, marketing emails, practice sessions, and script revisions, building slide decks… all for an hour of learning, and a few days of follow-ups.
Tons of information was lost every time a webinar ended because there wasn’t a simple way to re-watch it. Until we got savvy and started recording them.
Hosting your recorded webinars is an excellent, low-cost way to create resources for potential or existing customers about how to get set up with your software, walking through common blockers customers face, or demonstrating new tools and integrations.
There are many different content streams you can explore with automated webinars, including:

Training videos: Record your account executive’s run-through of your software and make it work harder by offering it as an on-demand webinar.

Lectures and thought leadership: Get the most out of guest-speaker and C-Suite time by offering a thought-leadership section of on-demand webinars in your archive.

Tutorials: Make it simple to learn how to use and explore new product integrations or updates with quick, evergreen webinar content.

A case study walk through: Make your case studies come to life, and then automate the recording to make your witticisms and insights go the extra mile.

When done well, a library of on-demand webinars can act as an automated sales engine, driving customers through the funnel as they engage with and learn more about your product. It’s a great example of working smarter rather than harder.
Evaluating the Best Evergreen Webinar Software
It’s tempting to outsource your software search to Google. While you might end up with a good product, you may be missing key features that will make your presentations really hum. You may even end up over-investing. The first thing to do? Understand your limits.
A webinar program can be a simple automated recording … or it can be as complicated as producing live television. Understand the complexity of your program by asking yourself the following questions:

How many attendees do I expect per session? Most platforms have tiered pricing tied to how many guests can attend a given webinar. If you’re just starting your webinar program, look for an option that will allow you to scale up but doesn’t demand a huge investment right away.
What resources are available to me? Training and implementation take time. A lot of time. As you’re researching platforms, consider what kind of support is available. Will you be given a dedicated account manager? How robust is the platform’s resource library? Remember: The best software is the software you actually use.
Always take advantage of a free trial … and if you are considering purchasing the product, but need more time, ask for an extension.

The Best Evergreen Webinar Software
On-demand webinars don’t have the same immediate converting power as their live counterparts. Instead, they excel at customer education and establishing brand trust.
Think of your on-demand webinars as a way to educate your existing customer base, and as an ambassador of your company’s willingness to help.
Here are two of the best software for hosting, recording, and delivering evergreen webinars:
1. DEMIO

Demio is a best-of-both-worlds option. While its focus is on producing live webinars, Demio makes it simple to build out your webinar library. We love how Demio:

Offers automated recordings, which make it easy to record and archive live events into an easily searchable content library.
Has a “Stay Registered” feature, which allows participants to sign up once for an ongoing series and captures valuable emails for future marketing efforts.
Boasts an excellent analytics dashboard to give you insight into how your live and on-demand webinars are performing — a great opportunity to let your learnings inform your live and evergreen webinar content.

2. EverWebinar

The OG in evergreen webinar technology, EverWebinar is all about the on-demand life. If you’re looking to set it and … well, not forget it, but not be beholden either, this is the software for you.

EverWebinar allows users to schedule their webinars to play at set intervals throughout the day, week, or month. This has the double benefit of mimicking the live experience (which does tend to get higher engagement). It also lets your marketing team run tests as to what time of day is best for your audience.
A list of unique features makes it easy to drive home the “live” illusion and cut back on the stress of managing a big roster of scheduled webinars. Options like “Block dates,” which stop your webinars from playing on specific days, or “Block nighttime viewing,” which keeps your analytics from being skewed by background streaming. “Time-zone auto-detection” makes it easy to globalize your offering with the click of a button.
A bonus for super-users: if you’re looking for a platform to help you organize your collection of recorded webinars, EverWebinar and WebinarJam are designed to function together. *Insert handshake emoji*

3. WebinarGeek

A great option for a company new to the webinar game, WebinarGeek is a simple software that makes it easy to host and record live webinars and turn them into a library of evergreen, on-demand content.
Along with standard features like customizable waiting rooms and robust analytics, we also love:

WebinarGeek’s intuitive interface: It’s easy for someone brand new to the webinar world to orient themselves in the WebinarGeek platform.
The monthly pricing plan, making this option accessible for businesses looking to explore the webinar space without a deep financial commitment.
The pre-record function makes it simple to test presentations, rehearse with multiple presenters, and explore other features. Pre-recording your webinar also leaves you with a “clean” version to upload as your evergreen content.

Build an evergreen webinar funnel with these top tools.
As we all get more literate in live and on-demand educational content, the need for simple and sleek webinar platforms will continue to grow.
By determining your needs early and taking the time to test various platforms, your team will be ready to educate, inspire, and get a better understanding of your customer base so you can help them make great decisions.

With nine in 10 marketers planning to use YouTube in their 2021 marketing strategy, it’s more important than ever to capture your audience’s attention. One of the best ways to do this is by creating a connection with your viewers through fostering community.

YouTube’s own creator academy says it best: “A loyal community of viewers can help promote your videos to new viewers through their own social networks, and give you instant feedback on what they do and don’t like.”
While building these relationships doesn’t happen overnight, it’s rewarding to see your channel grow.

The community tab is one important way that YouTube helps creators build relationships with their audience. Read on to learn how to get your own YouTube Community Tab, and how to use it to build relationships, increase subscriptions, and boost watch time.
Fans can comment and like or dislike posts, and share them with their friends. And just like that, a functioning community is created.
Community is an important part of our human experience. With the COVID-19 pandemic, the way we participate in our communities has changed.
According to SproutSocial, YouTube has stepped into this position. “Viewers are connecting with YouTube content in a way that helps them feel like they’re living what they’re watching. After a year in a global pandemic, this is a necessary way to help people still feel connected to their passions, hobbies, and normal life activities. “
How to Get a Community Tab on YouTube
To get a Community tab on YouTube, your channel will need to have over 1000 subscribers, and it can take up to one week after passing that number to see the Community tab appear.
Note that if your channel has over 1000 subscribers, but the Community tab option is not yet visible on your channel, you’ll need to enable custom channel layouts to display the tab.
How to make a Community post on YouTube
Once you have access to the Community tab, it’s time to start posting and engaging with your audience. Creating a post is simple and similar to posting on any other social media feed.
To create a Community post:

Sign in to YouTube.
At the top of the page, select ‘Upload’ and then ‘Create post.’
Type a message to create a text post or choose to add a video, poll, gif, or image to the post. You can also mention other channels using the @ symbol followed by the channel name.
Click ‘Post.’

Once your post is published, your subscribers will see it in their feed. They may also get a notification that you’ve posted something new.
Where is the YouTube Community Tab?
You can find each creator’s Community tab on their homepage, if they have it enabled.
On desktop, click on a channel name to go to their home page.

From there, click on Community in the middle of the screen. Here, you’ll find all their most recent posts where you can comment and interact with them.
On mobile, you’ll need to use the official YouTube app to see the Community tab, as it won’t show up in the mobile browser. Once you’ve opened YouTube, visit a channel’s home page. You’ll be able to click on the Community tab on the top of their page.
7 Ways to Use the YouTube Community Tab
Engagement is one of the most important YouTube channel analytics. When your audience is more engaged they will watch more videos, share more, and keep coming back. If you use the Community tab to its full potential, you can grow your audience and build a community around your content and brand. Here’s how.
1. Post behind the scenes footage and updates.
While your videos might be carefully produced, scripted, and put together, many viewers crave authenticity from creators. Your Community tab is where you can show more casual updates. Use this format for sneak-peaks or personal updates.

2. Heart ❤️ and respond to comments.
When reviewing your community comments, use a heart ❤️ to show appreciation for a viewer’s comments.
The viewer may get a notification (depending on their settings), and they’ll be able to see that you liked their comment.
Responding to comments starts a conversation, and builds a stronger connection with your viewers. Don’t get too caught up in replying to all of the comments on your channel, but taking the time to heart and respond to a few will show that you’re paying attention.

3. Pin a top comment.
When a comment really tickles your fancy, it’s from a VIP, or just something that you want to promote, you can pin it to the top of the comments. It will be the first thing other viewers see when they check out your community posts.
4. Promote a collaboration video with a fellow creator.
Are you really a YouTuber until you’ve done a collaboration with another creator? Once you’ve uploaded your shared creation, make sure both of you post about it on your Community tab. It’s a great way to drive traffic to your channel and expand your audience.

5. Poll your audience on what type of video they want to see next.
Find out what your audience wants from your channel. Ask them for feedback on your upcoming videos, or poll them about an upcoming competition.
Sportsnet has over 124,000 votes on their latest poll about the 2021 Rocket Richard Trophy.

6. Shoutout to a fan or fellow creator using an @mention.
Mention a fan or another creator to share the love or get more eyes on your videos. Popular channels will often select a fan to shout-out to at the end of their video. The Community tab is another place where you can make these connections.
7. Share ‘members only’ posts.
If you offer Channel Memberships (a paid subscription to your channel where “viewers make monthly payments in exchange for access to exclusive badges, custom emojis, and other perks”), you can choose to create posts that are exclusive to your channel members.
This is a great way to thank them for their support and give them even more opportunities to engage with your channel.
Building a Community on YouTube
One of the things I noticed when trying to find examples for this post is that many creators aren’t using the Community tab to its full potential.
The power of being able to post updates and notify subscribers is huge! You’ve got a captive audience, so make sure to update them regularly, even when you don’t have time to upload a full video.
Stay engaged with what your fans want, and you’ll build a loyal following quickly.

If you’re looking to attract highly engaged leads, interact with your audience, get real-time feedback, and capitalize on exciting guest speakers, the live webinar format is for you.

In a blind test run by the team at Business2Community it was discovered that a live webinar not only got 2.3x the number of registrants than an on-demand video, but the live webinar’s attendance also exceeded that of its on-demand counterpart by 23%.
The live attendants were also more … well … attentive. Participants viewed an average of 80% of the live webinar content, whereas the on-demand version captured 35%.

To take full advantage of these benefits, you need to choose the best software for live webinars. Read on to discover our favorite candidates for a live webinar platform, divided by category for easy research. Oh, and once you’ve found the right webinar platform, make sure you check out our ultimate guide to creating compelling webinars.
The Best Live Webinar Software
Best Webinar Software for Marketers
1. WebinarNinja

Optimizing for the customer journey is crucial and WebinarNinja knows it. The team of WebinarNinja focused their tool development on making it easy to track and customize according to a prospect’s position in the funnel. We love how this platform:

Integrates with CRMs such as Salesforce and Hubspot so you can easily track your leads.
Offers a gated landing page option to charge for events, which is a great option for hosting online conferences or other high-value content alongside regular webinar programming.
Provides more targeted, customized tracking with a Facebook Ad tracking pixel on webinar attendees.

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2. WorkCast

As the webinar platform that brands itself as “created for marketers,” WorkCast is simple to use and has a multitude of helpful features. Whether you’re offering live or on-demand webinars, creating evergreen content, or a combination of all three, WorkCast has your back with:

Integrations with all of the most popular CRMs, including HubSpot, so you can track your leads and follow up automatically.
No downloads or plugins required to host, attend, or present at webinars.
The option for simulive webinars using pre-recorded video combined with a live Q&A session or presentation. All of the benefits of viewer engagement, without the stress of organizing a live webinar.

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Best webinar software for small businesses
3. WebinarGeek

An easy-to-use platform that provides live, on-demand, and hybrid webinar features. With their smart marketing features, you’ll be able to attract viewers and convert them to customers within the same platform. Priced reasonably for small businesses, WebinarGeek has a number of great tools, including;

No downloads required for your audience, which makes it easy for non-tech audiences to attend.
Create your own webinar channel to showcase all your on-demand and future webinars in one place.
Highly rated customer support (9.8/10 on G2) that will help you set up and deliver seamless webinars.

4. WebinarJam

Marrying a simple interface with comprehensive tools makes WebinarJam an easy favorite for small businesses looking to run live webinars, even on the go. We love their:

Customizable templates, such as waiting room graphics and emails, for an on-brand experience.
Ability to add up to six co-presenters, making it easy to produce a collaborative and high-value presentation. You can even inject pre-recorded video for additional presentation options.
Trifecta of engagement tools: a virtual whiteboard, poll options, and an attendee chat.
Automatic recording function, which makes it easy to follow up with registrants who missed the live recording.

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Best Webinar Tools for Training and Classroom Sessions
5. ClickMeeting

ClickMeeting offers webinars and video conferencing in one tool. Schedule meetings or webinars easily, and scale your webinar program with ClickMeeting’s 5000 attendance capacity.
ClickMeeting is particularly useful for running training and classroom-style presentations because of its:

Customizable waiting rooms with agenda layouts, file delivery, and presenter information.
Full suite of webinar tools including additional rooms, whiteboards, and polls.
Ability to join and deliver webinars on-the-go with the ClickMeeting mobile apps.

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6. Adobe Connect

Adobe Connect is ideal for guided training and seminars where you need to “set the stage” for your audience. Their classroom tools enable students to work together effectively. You can also:

Create breakout sessions, whiteboards, and teaching aids to help you deliver your message effectively.
Set up multiple “topic chats” to keep discussions on track.
Read your audience’s digital body language with advanced analytics to help you improve your delivery.

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Best Free Webinar Software
7. Zoom

While many of us may have used Zoom for meetings, it’s also a great choice for webinars.
Because so many people are familiar with Zoom, hosts, and attendees both find it easy to use. Plus, if you’re on a tight budget, you can use Zoom’s video conferencing platform for small, free webinars (up to 100 participants).
Some of the benefits of Zoom include:

Keeping the focus on the presenter’s video, rather than slides, making for a more human interaction.
Leveraging virtual backgrounds, studio effects, and background noise suppression.
Dedicated live event support, including monitoring and moderation.

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8. Freeconferencecall.com

One of the only completely free webinar platforms, Freeconferencecall.com is still a powerful solution. It’s completely browser-based (which means no downloads for you or your guests), and:

Offers one-click recording so you never miss out on saving your webinar.
Has screen- and file-sharing capabilities so you can share your presentation materials effectively.
Allows you to host up to 1000 guests.

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Best Live Webinar Software
9. On24

On24 is the enterprise platform that does it all, as noted in their positive reviews on G2: “We had a wide variety of needs for a service like this — internal training, external publications, panel forums, expert-led seminars, and more. We felt that ON24 checked every box.”
On24 specializes in live broadcasts and has a host of features designed to increase customer engagement with your video presentations. We love their:

Enterprise-level streaming quality. They’re built for big events that need to stream smoothly.
Engagement analytics that integrates with your business intelligence platforms for better audience segmentation.
Engagement hub that stores past webinars for an “always-on” experience.

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10. GoToWebinar

A best-in-class option that makes running a live webinar feel positively smooth. Equipped with the greatest hits of live webinar management like engagement tools, automatic recording, and excellent integrations, GoToWebinar goes the final mile by offering:

24/7 customer service, which is essential in times of live webinar panic.
Source tracking to help determine the most effective sign-up strategies.
Truly excellent analytics that help you to keep iterating and improving.

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11. Webinar.net

This is an easy-to-use webinar platform that looks good. Webinar.net might be one of the newest platforms on the market, but they’re starting strong with a 4.8 out of 5 stars rating on G2.
Their customers love them because:

They’re browser-based, so there are no downloads required for presenters or attendees.
You can upload a background template and pick your colors and font so that your webinar matches your company’s branding.
Broadcasts can be launched in under 60 seconds with their five-step wizard.

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The Best Webinar Platforms in 2021
There are so many different webinar platforms available. Choosing the right one for your needs depends on your budget and your goals.

If you’re looking to invest in a new tool for your business, you’ll need to do your research.
In many cases, that research will start with a Request for Information (RFI).
Not sure what an RFI is? We’ve got you covered in this quick guide.

What does RFI mean?
An RFI or Request for Information is an educational tool used by procurement teams to understand the options available for solving a problem or completing a task.
For example, if a business needed a new server solution, they’d send out an RFI, and companies that offered servers would respond to share more information about their products and services to educate the procurement team.
RFIs are important because they reduce blind spots and empower your team to make better decisions. With more information at your disposal, you can understand the marketplace and get a better sense of the questions you’ll need to ask as you move forward in the procurement process.  
RFI vs RFP
Both RFIs and RFPs are tools used when procuring new tools, services or vendors. However, a Request for Proposal (RFP) is different from a Request for Information (RFI) in a few ways, including the timing and the type of information required.
An RFI is the initial step a company takes to solicit information from potential vendors, as described above. Its main objective is to obtain information, not to make a final decision. Once the RFIs are submitted, the company will review them and shortlist the best options, armed with more insight. Then, they’ll usually send out an RFP.
A Request for Proposal is a formal request for the selected vendors or suppliers to respond to a specific contract opportunity. The document specifies the scope and price so potential vendors can put together a bid for the work.
These bids are then compared to understand each vendor’s strengths and weaknesses, and the best fit is chosen. RFPs are a decision document, so the questions are more targeted and specific.
After an RFP, the company may be contacted with an RFQ or Request for Quote that breaks down the project even further into specific cost structures and deliverables.
Best Practices for RFI Documentation
The more thoughtful you are about your RFI document, the better quality responses you will get back. Instead of casually emailing a sales rep and asking for information, creating RFI documentation will ensure that you get exactly the information you need. In that document, be sure to:

Be clear about the information you’re requesting, in a way that will make it easier to review all the responses you receive.
Be specific about how and when you want to receive vendor responses.
Be open-ended so that vendors can provide information that they think is relevant, but you may not know to ask. That’s what RFIs are great for.
Be brief and respectful of vendors’ time.

RFIs are usually presented as a PDF or posted on a website to make it easy for vendors to read and respond to.
Request for Information Template
Creating your first RFI can be overwhelming. What should you ask for? What information does the vendor need to know? To help answer those questions, use this simple template to get the most out of the RFI process.
1. Overview or Statement of Need
Outline your goals and objectives, along with some general information about your company. This section should be short and provide an overview of your project to someone with no background information.  
2. Context about Organization
Including additional information about your organization can help the vendor tailor their response to your needs. You may want to mention which department is leading the project, who your customers are, and what your company values are, among other things.
3. Details of what’s needed
What problem are you looking to solve? What information do you need? Here’s where you can detail what you’re looking for. Include any additional information a vendor might need to know to develop a thorough RFI response. That may include:

Any necessary skills and credentials the respondent may need to be successful
Timelines or general scope
What you’re not looking for

4. Information about the process
Explain how interested parties should respond to the RFI. Attach a response template if you have one, outline any deadlines, and note if and when you’ll reply to respondents after the RFIs have been gathered. You may want to mention any evaluation criteria you’ll use when creating the shortlist for RFPs.
3 RFI (Request for Information) Samples
Need more inspiration? Read through the following examples of RFIs for more ideas on what to include in yours. These three RFIs all come from different industries and have different needs, so they are a good overview of the options available to you.
1. NASA
When NASA retires parts of their space shuttles, they like to display them at museums or other educational institutions. To gauge interest and understand the potential options for an upcoming retired part, they opened up an RFI. Here’s a sample of the document:
“This RFI is being used to gather market research for NASA to make decisions regarding development of strategies for placement of Space Shuttle Orbiters and Space Shuttle Main Engines (SSMEs) for public display after conclusion of the SSP. NASA is seeking information from educational institutions, science museums, and other appropriate organizations about the community’s ability to acquire and display a Space Shuttle Orbiter after the vehicles are retired from flight status.”
We like this RFI example because it provides a straightforward overview of the purpose of the RFI, and outlines what NASA wants to learn from the process.
2. Government of Canada
Government websites are a great place to find RFI examples because they are required to make all procurement processes publicly available. The following example is from an RFI for financial planning software.

The requirements section of this RFI is a great example of how to explain what you do and don’t need in the responses. While the government of Canada is looking for financial planning software, they will be keeping their CRM and data lake provider.
3. University of Ottawa
In the following RFI except, the University of Ottawa is looking for an ERP integration solution. What’s unique about this RFI is how they want to receive responses. Rather than collecting written responses or documents, the U of O is scheduling strategy discussions with suppliers. This is a unique way to gather information, but helpful when you don’t have enough knowledge in the area to put together a scope of work yet.
“The University of Ottawa (University) is issuing this Request for Information (RFI) to schedule strategy discussions (via a conference call) from interested Suppliers with experience in ERP Integrations.
The intent of these discussions is to obtain feedback from Suppliers to assist the University in developing a more accurate Scope of Work and overall approach for an upcoming Request For Proposal (RFP) for ERP Integration solutions.”  
Request for Success
Every RFI will be unique to your organization and the information you require. Use the template above as a guide to creating an RFI that will save you time in evaluating potential solutions.
With the right information being sent your way, all you need to do is read up! You’ll be well on your way to procuring the best solution for your team’s needs.