Category: Marketing Automation

This year has been an unusual and testing one—the impact of the global pandemic has been felt far and wide, and the Salesforce ecosystem is no exception. The unprecedented circumstances we’ve faced in 2020 have promoted a lot of change … Continue reading →

Succeeding in your marketing campaigns will usually take some trial and error. It’s worth the trouble though. Optimization of marketing automation is the key ingredient of any company’s growth and good sales results, and A/B/X testing, which is a huge part of optimization, can raise your conversion by 46%. We have some tips for you on how to manage and use the A/B/X tests feature available on the SALESmanago platform, and achieve the highest level of your automation processes optimization, for better conversion and higher revenue.

Choose your best option and get the highest chance of conversion

The optimization of Automation Processes comes with many upsides. For example, dynamic emails can lift your conversion rate by even 64% and in general improve your email marketing campaigns, increasing the OR and CTOR. Automation will help you successfully reach out to new potential customers, and thanks to A/B/X tests you can pick the best way of proceeding.

SALESmanago’s A/B/X tests module gives you an insight into the performance of your campaigns, showing you which content delivered by you to your customers achieved the highest results. You can optimize things like the content, the subject, or the time of sending/display. The system will analyze the data for you after you define the level of expected KPI from specific tests, and the information will be gathered by the platform and displayed in real-time on a dedicated analytical panel.

For example, test results for an A/B/X test of a specific marketing campaign with a personalized banner created on the Website Personalization Panel will be visible, under Dynamic Content Test, and the ones created with the use of Workflow – in Automation Processes, after clicking on a specific Workflow Analytics.

Testing the best variants of a single marketing campaign is probably the most popular way of A/B/X tests use, starting from small, yet important things, like message subject, to the content of the offer itself. However, you can do so much more with it and take it further, by optimizing your Automation processes, including abandoned carts and win-back campaigns.

Set your campaigns to succeed, using A/B/X tests in Workflow

While building any of your Workflow campaigns, which include basic elements like Events, Conditions, and Actions, you can create up to four A/B/X tests for each of those elements. It’s a great way of checking for example which form of contact with a customer resulted in conversion, and which ones are not effective enough for your liking.

Let’s say your contact clicked on a link in an email or downloaded an ebook and that triggered the A/B/X tests to start. You can for example send a test email, a banner, and a Web Push notification, and see which of those is the best channel of reaching out to the contact, based on the results. In the same way, you can also send different emails to check which one gets the best reaction from your contacts.

To configure and start an A/B/X test, you need to go to Automation Processes on the SALESmanago platform. You have to set an event that will start the Workflow, pick the A/B/X test condition and actions that’ll follow, for example sending three different emails. You choose each one of them from the email list, set their subjects, sending time, and more.

Save your abandoned carts with A/B/X tests

Research shows that over 75% of situations where the customer adds something to the cart, will end up in the purchase not being finalized. A/B/X tests can be useful while trying to bring the customer back to your offer and save the abandoned cart.

In Automation Processes, you can create a Workflow with the starting point being the “New external event occurred” – “CART”. You can set details like for example the value of an abandoned cart, date, or products. Then, you add the A/B/C test condition, from which you can proceed with adding different actions, like Web Push notifications, display banner, or, again, different variants of emails, choosing from the same options – ready emails from the list, subject, etc. 

It all lets you experiment with different options, gives you information about how they all performed, and based on that, you can build your next marketing campaigns already with that knowledge and make them more successful.

marketing automation

marketing automation

We’ve listed and analyzed the key email marketing metrics and KPIs every data-driven marketer should keep an eye on. Improve your email analytics with these tips and recommendations.

Are there any marketing automation platforms that allow for 1 license, multi-tenant? Work with many small clients that prefer we manage everything for them and interested to hear options that might afford us this potential.
submitted by /u/Inside_Butterscotch7 [link] [comments]

While many landing pages look different and use a variety of interesting strategies to pull in audiences, they all serve one major purpose. These pages get website visitors to convert to the next stage in the buyer’s journey.

Rather than serving as a basic advertisement that shows a customer a product, a landing page aims to engage and delight a customer by offering them something that relates to the product or the company’s industry. When they fill out the form and receive a reward of interesting content, they might be even more likely to trust your brand and become a customer.Quick tip: Want an easy way to add a form to your landing page? HubSpot’s free form builder tool can help you fill your CRM with leads from your website.
Let’s talk through an example of when a landing page can be especially effective. If a business wants to sell an AI product that helps salespeople, they might create a landing page that offers audiences a free video on how to use AI in the sales industry. Interested audiences might offer their contact information in exchange for the valuable information. If they enjoy the video they’ve received, they might be more likely to respond to or purchase a product from a company rep who calls them.
In another scenario, a publishing company that targets an audience of chief executives might create a landing page that invites audiences to sign up for a webinar hosted by an executive at a major company.
After giving their email address on the signup form presented on the landing page, the leads get an email with the webinar dates and log in information, as well as instructions on how to sign up for the publication’s newsletter or subscription. If the user is pleased by the webinar, they might sign up for the newsletter or a subscription to keep up with similar publication content.
Although their purpose is simple enough in theory, actually designing a successful landing page requires some detailed planning and creative testing.
Even after launching your landing page, you’ll want to pay attention to conversion rates to see how well it’s doing.

To determine your conversion rate, simply divide the number of conversions a webpage generates by the number of people who visited that page.
If your conversion rate isn’t close to the average just yet, don’t worry. Nailing those percentages can be a bit challenging at first, especially is you have a lot of regular page visitors. Luckily, there are a number of simple conversion rate optimization strategies that can help you boost your current rate quickly.
Regardless of what your business is selling or the conversion action you hope to instigate, it’s helpful to get inspired by seeing what other great landing pages look like. And because there’s no one “right” way of designing a landing page, you’ll want to check out examples from lots of different industries for different stages of the buying process.
Want to get inspired? Check out the great landing page examples below.
We don’t have access to the analytics for each of these landing pages, so I can’t tell you specifically how well they convert visitors, contacts, leads, and customers. But many of them do follow best practices while also implementing a few new experiments that could give you ideas for your own landing pages.

13 Great Examples of Landing Page Design
1. Lyft

We love that on Lyft’s landing page, they zero in on their drivers’ main motivation: earning money easily.
We also love that, in addition to the “Apply Now” form, drivers can type their city and the number of hours they might drive for Lyft in a week to calculate how much they’d make. When visitors fill out that information and press “Calculate,” they aren’t taken to a new page. Instead, they see a dollar amount followed by a new call-to-action button to “Apply Now” (which, once clicked, takes drivers up to the form).
By offering these two conversion paths, they’re able to address two different types of people in the conversion path: those who are ready to make the decision now and those who need a little more information before they convert.

2. The Professional Wingman

Okay, so the whole idea of having a professional wingman to help you find dates and a meaningful relationship is already pretty cool. But when you’re faced with the prospect of hiring one, it also raises questions. How does it work? How much does it cost? Is this really going to help me?
That’s why we love this landing page for Thomas Edwards, the original Professional Wingman himself, which outlines exactly what a complimentary coaching session is going to achieve. Plus, it’s clear that it’s complimentary, thanks to the boldly-colored call-to-action button above the fold.
Once you click that button, you aren’t taken to a new page. Instead, an interstitial form appears right there. And while it does request a lot of information — some of it a bit personal — it also sends the message that The Professional Wingman is going to take this seriously, but only if you do, too.

3. Muck Rack

This landing page design has it all. It’s visually appealing and interactive, offers scannable yet descriptive headers about Muck Rack’s services, and uses quotes from industry professionals as social proof. Plus, the page is intuitive and easy to navigate.
The cool part about this landing page is that it can appeal to both of Muck Rack’s audiences. The top of the page is split into two, featuring their two different services side by side. Once a visitor moves his or her mouse over either of the “find journalists” or the “build free portfolio” CTAs, a very simple form appears — and that’s important, so as not to distract the user from the task at hand.

4. Cigital

There are a few things that make this Cigital landing page work. It has simple and relevant imagery. The headline is straightforward and the description of the ebook informs viewers of the specific value they will get by downloading it. There is only one call-to-action — “READ THE EBOOK” — that stands out on the page thanks to a bright yellow CTA button.
The only thing we’d change about this landing page is that we’d remove the navigation bar at the top. They tend to distract visitors and lead them away from the intended action. Not only is this a landing page design best practice, but we’ve also conducted A/B tests that’ve shown removing navigation links from landing pages increases conversion rates.

5. Khan Academy

The hard part about using your homepage as a landing page is that you have to cater to several different types of audiences. But Khan Academy’s homepage does that very well. This page is clearly designed for three different types of visitors: those who want to learn something, those who want to teach, and parents who are interested in using Khan Academy for their kids. Plus, how motivational is the emblazoned “You can learn anything” text at the top?
The remainder of the page is designed for viewers who are not completely familiar with Khan Academy. It colorfully and largely spells out the key benefits of using the learning platform — all of which are easy to scan and understand. There’s also a recurring CTA: “Start learning now.” As soon as viewers feel they have enough information, they can click the CTA to get taken back up to the form at the top of the page without having to scroll.

6. Club W

A little bit of delightful copy can go a long way on your landing page. We love the playful little aside — “(Hint: It’s Wine)” — that Club W included below the header of their corporate gifting landing page. It humanizes the brand and makes them likable, which could have a positive impact on their conversion rate.
The images below that header make a nice use of negative space, showing the user exactly what his or her gift recipient might actually receive, should they choose to gift with Club W. And, of course, there’s that bold call to action — “Email Us”.
The one thing we’d change? The CTA prompts the users email software to open, which drives traffic away from the site and the browser entirely. A form might be more effective here — not only would Club W be able to dictate what information it wants to capture, but also, it would keep the user on-site.

7. Codecademy

I like this page because it’s simple in both copy and design. The image above the fold is a computer screen displaying an HTML bracket with a blinking cursor — a whimsical, clear visual to accompany the form on the right.
The form itself is simple and only requires an email address, username, password, and a validation that you’re not a robot to create an account. Or, you can just use your Facebook or Google Plus login, shortening the conversion path even further.
For visitors who need more information before creating an account, the landing page also offers a video below the fold that explains their concept and value by way of a real-life success story. Again, this helps make the potentially intimidating world of coding more approachable for beginners.
Those who need even more convincing can continue scrolling for additional testimonials and other forms of social proof.

8. Poached

I don’t think we’ve ever lived in a time when, culturally, we’ve been so food-obsessed. Poached has turned that into a B2B model with a platform to connect proprietors and culinary talent.
When you visit the homepage, there’s no mystery about what you’re there to do — the giant “Post a job” and “Choose a city” calls to action help with that. And once you click on one of them, you’re taken to a no-frills form to become a member or log in, or a list of jobs in each city. It’s colorful and comprehensive — and, it makes us hungry.

9. Breather

Here’s another example of clever, delightful design on a landing page. As soon as you visit Breather.com, there’s an instant call to action: indicate where you want to find a space. Plus, it uses location services to figure out where you are, providing instant options nearby.
We love how Breather used simple, to-the-point copy to let the visitor know what the company does, followed immediately by the CTA to select a city. And if you need to scroll down for more information, you can see that Breather played with the microcopy with personality (“no commitment, ever”), reminding us there are real humans behind the design. That brings us a little closer to the brand. The negative space and soothing color scheme are also aligned with the product — essentially, room to breathe.

10. Startup Institute

Visitors to your website won’t hand over their personal information without knowing what they’re going to get in return. On its landing page, Startup Institute makes abundantly clear what will happen after you apply by listing a Q&A right beside the form. It might prompt some people to say, “They read my mind!”
To avoid hesitancy to fill out a form, use your landing page to set expectations upfront. That clears the air, and can also weed out the people who don’t take your content, product or service seriously.

11. Edupath

Who is your landing page’s target audience? While most of Edupath’s website content is directed toward students, there are sections dedicated to advising parents on helping their teenagers through college applications and SAT preparation. The landing page below is in one of these sections.
When parents fill out their teenager’s name, email address, and mobile number, a link to download the Edupath app is sent directly to them. The folks at Edupath know students are likely to do something if their parents ask them to — especially if it means they don’t have to surrender their phones.
Plus, it’s an easy, one-click process. This whole conversion path is a clever and helpful way to get the apps on more students’ phones by way of their parents.

12. Taster’s Club

If there’s anything we enjoy more than a fine whiskey, it’s a whiskey club homepage that makes it easy to either join or learn more about membership. Case in point: Taster’s Club, which immediately serves up those very two CTAs on its landing page — which also happens to be its homepage.
For those to wish to learn more, clicking that CTA will immediately scroll the user down to colorful, image-rich details on what a Taster’s Club membership includes. Keep scrolling, and you get user testimonials.
But clicking the “Join Now” button is where the real fun begins. After doing that, you get to pick your poison — that is, the type of whiskey you like the most — and view the membership or gifting options available for it. Once you make your selections, you’re taken to an easy-to-navigate checkout page to enter your payment information. Good design and ease of use? We’ll drink to that.

13. Microsoft IT Showcase

The landing page below has been used to market and generate leads for one episode of Microsoft’s IT Showcase webinar series.

This simple and straightforward design does a great job of presenting why the webinar being offered is important to IT professionals. Along with a quick blurb describing what the webinar will discuss, the page also includes links to similar webinars, details on the speakers, and links to Microsoft resources that touch on the topics that will be discussed.
An IT company which has access to thought leaders or experts in their industry could similarly use this webinar landing page strategy to generate both leads and prospective customer trust. Audiences who feel informed after reading the landing page might sign up expecting the webinar to be insightful.
If the webinar seems informative and credible, these audiences will think that the IT company has an expertise in the product and might have quality product offerings. This will make them more willing to talk to a representative to learn more or purchase a product.
Ready to build your landing page?
If these examples have inspired you, but you’re not a design expert, we’ve also created a great list of free, professionally designed landing page templates.
If you’re looking for more landing page design examples, check out some of our favorite HubSpot landing page examples. You can also check out this quick guide to landing page design.

Effective marketing is difficult to get right. Between creative demands, budget limits, and channel decisions, marketers have a lot to juggle when developing their marketing strategy.
The biggest determinant of effective marketing, however, is your audience.
If you’re not properly targeting your buyer persona, your promotions and advertisements will likely fall on deaf ears. You might as well not be marketing at all.
Where target audiences vary the most, though, is between individual consumers and businesses. Some companies serve individual shoppers, while others cater to companies and organizations.
Marketing to businesses is very different than marketing to individual consumers. That’s why an entirely different marketing method — B2B marketing — exists, and that’s why we built this guide. By the end of this article, you’ll have a better understanding of B2B marketing, the most effective B2B marketing strategies, and how you can tap into and convert your business audience.

HubSpot is an example of a company that engages in B2B marketing. HubSpot’s customers are other businesses, not individual consumers. Therefore, all of our marketing efforts can be classified as B2B.

B2B vs B2C Marketing
B2B and B2C (business-to-consumer) marketing are very different. B2B and B2C marketing differ in their respective strategies and applications, as well as in their audiences and how they communicate to them.
B2B marketing targets the needs, interests, and challenges of individuals who are making purchases on behalf of, or for, their organization (rather than for themselves), thus making the organization the customer. Here are a few examples of B2B companies:

A coworking space that leases office spaces to remote teams and freelancers (like WeWork)
An on-demand order fulfillment, warehousing, and screen printing service (like Printful)
A marketing software company that sells social media management tools, lead generation software, and other marketing tools to businesses and organizations (like HubSpot!)

B2C marketing targets the needs, interests, and challenges of individual consumers who are making purchases on behalf of, or for, themselves, thus making the individual the customer. Here are a few examples of B2C companies:

An e-commerce company that sells office supplies to remote or self-employed individuals (like Poppin)
A store that sells t-shirts and other clothing and accessories (like Target)
A music platform that sells streaming subscriptions (like Spotify)

Take a look at this chart comparing B2B and B2C customers.

 
for b2b marketing
for b2c marketing

Goal
Customers are focused on ROI, efficiency, and expertise.
Customers are seeking deals and entertainment (which means marketing needs to be more fun).

Purchase Motivation
Customers are driven by logic and financial incentive.
Customers are driven by emotion.

Drivers
Customers want to be educated (which is where B2B content marketing comes in).
Customers appreciate education but don’t always need it to make a purchase decision.

Purchase Process
Customers like (if not prefer) to work with account managers and salespeople.
Customers like to make purchases directly.

People Involved in Purchase
Customers often have to confer with decision makers and other members of their chain of command before making a purchase decision.
Customers rarely need to confer with others before making a purchase decision.

Purchase Purpose
Customers make purchases for long-term solutions, resulting in a longer sales cycle, longer contracts, and longer relationships with companies.
Customers aren’t necessarily looking for long-term solutions or long-term relationships.

As much as they differ, though, B2B and B2C also intersect in many ways. While Poppin sells office supplies to remote or self-employed individuals, they also design corporate office spaces and branded supplies. On the flip side, Printful not only offers order fulfillment and warehousing to businesses; they also fill e-commerce printing orders for individuals.
As distinct as the B2B and B2C marketing audiences can be, B2B marketers can always learn from B2C campaigns, too.

B2B Marketing Strategies
As I said above, marketing depends on its audience. While B2B and B2C marketing vary, not every piece of B2B marketing material is alike, either.
In this section, we’ll talk about various B2B marketing strategies you can implement to reach your specific business audience. Before we dive in, though, make sure you understand the B2B buyer’s journey. Take note of how each of these stages may affect your marketing strategies and how you implement them.

B2B Email Marketing
Email marketing is a tried and true method of reaching both individual consumers and business customers. Did you know that 93% of B2B marketers use email? Are you one of them? You should be. Emails lead to engagement which turns subscribers into leads … and then customers.
Download our guide to optimizing email marketing for conversions and learn how to grow your email list, ensure deliverability, and increase engagement.
Unlike B2C customers who respond best to emotions and entertainment, B2B customers look for logic and positive ROI. Essentially, they’re asking themselves, How can your business help my business grow? Because of this, your email marketing must consistently resonate with your business customers and focus on things that matter to them — like time, money, and resources.
Email marketing is also a powerful vehicle for sharing your brand’s content. 83% of B2B companies use email newsletters as part of their content marketing program, and 40% of B2B marketers say these newsletters are most critical to their content marketing success.
With the constant barrage of emails flooding our inboxes today, it’s more important than ever to create and send out effective marketing emails.
B2B Email Marketing Best Practices

Write enticing subject lines. Think about your email subject lines as a Netflix trailer — if you can’t hook your audience with a two-minute clip (or, in this case, a few dozen characters), don’t expect them to open and watch (or read) the whole thing. We recommend spending almost as much time on your email subject lines as you do on the emails themselves.

Stick to one call-to-action (CTA) per email. If you think the number of emails you receive is a lot, take a look at the CTAs in those emails … some are packed with two, three, and sometimes up to 10 different CTAs. Don’t make this mistake, which can leave your recipients’ heads spinning, asking “What should I click on first?” and ultimately clicking on nothing. With one CTA per email, you allow your audience to focus on your email content and ultimately one action … a welcome reprieve from today’s frequent decision-making and analysis paralysis.

Segment your email to reach the most relevant audience. Not every email you send will be appropriate for everyone on your list. Your subscribers may be at different stages of the buyer’s journey or be seeking different solutions. That’s where email list segmentation comes into play. Not only does this help you relate to your audience better, but it gives your emails that personal feel that says “Hey, I’m listening and I know what you’d like to see.” Consumers prefer email quality over quantity anytime.

Make sure your email designs are responsive. Over 80% of email users access their inbox on their phones, and emails that don’t show up correctly on mobile devices are often deleted in three seconds. Ouch. Don’t let your email be one of those.

Don’t be afraid of the cold email. As uncomfortable as it is, the right email can convert new customers — like this cold sales email that won 16 new B2B customers.

👉🏼HubSpot Tip: You can’t send marketing emails without any recipients — these people make up your lists. There are plenty of easy ways to grow your email list. Begin with opt-in forms on your website homepage, About page, and blog. Check out HubSpot’s Free Form Builder tool to get started.
B2B Digital Marketing
Every business, whether B2B or B2C should have a digital presence — which is comprised of paid ads, search engine optimization, a website, and any other place your B2B company is active online. Let’s walk through a handful of tactics that can strengthen your B2B digital marketing strategy.
Define your target audience
A strong B2B digital marketing strategy starts with defining your target audience, or buyer persona. This demographic and psychographic information will inform almost every other marketing activity thereafter, ensuring your content and digital material is absorbed by the right eyes and ears (and that no resources go to waste on your end).
Create your website
Secondly, digital marketing can’t quite function without an informative, engaging website. Over 80% of buyers visit a website before making a purchase. Moreover, since the typical B2B sales cycle often involves many key players (such as gatekeepers, decision makers, and other folks who have to buy into a purchase), websites are easy, straightforward ways for influencers to share information about your product or service.
Optimize your digital presence
Your website needs to be more than informative and engaging, though … it needs to be discoverable. You can do this with on-page SEO and technical SEO tactics. These include everything from image alt-text and meta descriptions (what your visitors can see) to structured data and site speed (what your visitors can’t see). Off-page SEO is also at play here, which refers to external linking strategies and social sharing — SEO tactics that take place off your website.
Run PPC campaigns
Finally, round out your digital presence with pay-per-click (PPC) advertising, which allows you to get your content and brand in front of new audiences via search engines and other advertising platforms. I recommend maximizing your PPC investment by advertising more than your specific products or services — such as your brand personality, blog or social media content, or company tagline.
The best way to see an ROI from your paid ads is by 1) incorporating your buyer persona data and 2) boosting content that they can relate to. For example, it’s highly unlikely a brand new consumer who’s never heard of you is searching for your exact product. They may be searching for a location-based solution or product feature. To reach the greatest number of potential customers, pay to target relevant categories within your brand vs. promoting your product or services.

B2B Content Marketing
We’ve talked about how B2B customers are focused on expertise, driven by logic, and desire to be educated. What better marketing tool to satisfy these priorities than B2B content marketing?
Whereas a traditional PR marketing strategy interrupts a consumer’s day-to-day with promotional material, a content marketing strategy adds valuable information and informs the consumer — which is precisely what B2B customers are looking for. Not to mention that content marketing supports SEO efforts, which involves anticipating what your audience is searching for, helping them discover your website and content … and potentially converting them to customers.
Download our free guide and learn what topics convert at the highest rate with insight from 175,000 B2B & B2C blog posts.
In fact, 80% of business decision makers prefer to get information from an article than an ad. Knowing this, I’d say you should be putting the same (if not more) resources into your content marketing than your traditional advertising strategy.
Because the B2B buyer’s journey is slightly different than the B2C buyer’s journey (which has shorter sales cycles and fewer decision makers involved), the content you create for your B2B content marketing strategy may vary more than the content you’ve seen as a consumer yourself, as illustrated in the below graphic.

Before you start creating content, though, I recommend creating a business blog. (Don’t worry, growing your blog readership is easier than you think.) Your blog will house all the content you create and serve as a home-base for readers to visit and subscribe to.
B2B Social Media Marketing
Did you know that 75% of B2B buyers and 84% of C-Suite executives use social media when making a purchase? That’s right — social media marketing isn’t just for brands targeting individual consumers.
Many B2B companies struggle with social media marketing, though. It can be harder to use social media to connect with business customers, especially because (as we mentioned above) there’s typically a lengthier sales cycle and longer chain of command.
Honestly, B2B social media marketing might not be where you convert the greatest number of leads, and that’s OK. It likely comes into play near the beginning of your customers’ buyer’s journeys.
Social media is a powerful tool for building brand awareness, giving your company an online personality, and humanizing your business — all very powerful factors when it comes to marketing and connecting with potential customers. Like email marketing, social media is also a highly effective channel for sharing your content and enhancing your brand expertise, the latter of which we know B2B customers appreciate.
Overwhelmed by social media? Spend more time connecting with your followers with our time-saving suite of social tools.
While your social media accounts might not convert as frequently as your content or email marketing, they’re just as important. In this case, followers are just as valuable — you never know when they might convert to leads or customers.
👉🏼 HubSpot Tip: Why? Content shared by employee advocates receives over eight times more engagement than content shared by brands. So, involve your employees in your B2B social media marketing strategy. Encourage them to create their own social media channels and share about life at your company. Create a culture account (like our @HubSpotLife Instagram) to show what’s going on at work, not just what you’re selling. You never know — this might attract strong talent, too.

B2B Marketing Examples
A B2B marketing approach that works for one business may not work for another, but that’s not to say we can’t learn something from the pros. Here are four B2B marketing examples of businesses who did it right.
Email Marketing: Mattermark, Raise the Bar Newsletter
Raise the Bar is a daily digest newsletter from Mattermark that features insights from leaders in sales, marketing, and growth engineering. It’s hand-picked by Mattermark executives and easy to scan, which is valuable in a world of elaborate, complicated newsletters and daily digests.

This is a good example of B2B email marketing because Mattermark takes the time to educate their subscribers without blatantly selling to them. This action builds trust with their audience while also equipping them with everything they need to know to make a purchase and become a paying customer.
Digital Marketing: Maersk, Website Homepage
It’s nearly impossible to know the intent of everyone who lands on your website, but Maersk’s homepage design makes it easy for visitors to find their way around.
Source
By offering three main options (“Become a Customer,” “Access Your Account,” and “Start a Career”), Maersk clearly segments their audience and allows visitors to easily navigate to the site content that corresponds with their intent.
This small design tweak also helps Maersk build trust and authority within each of these niche audiences — potential customers, current customers, and even employees.
Content Marketing: LeadPages, Blog + Resources
LeadPages has been bootstrapped since its inception in 2012 … yet it hit over $16 million in revenue just three years later. Its owner attributes its rapid success to its content strategy, which makes it a great example of B2B content marketing.
Source
LeadPages produces many different types of content resources, such as a blog, customer stories, a podcast, and a webinar. The variety in these resources allows the company to reach customers where they are using the method that best resonates with them.
LeadPages offers a blog that covers themes such as A/B testing, lead generation, and other topics that relate to the product and brand, a weekly podcast that chats with everyday entrepreneurs, and even a definitive guide to landing pages, which equips its customers to properly use and optimize the LeadPages product — all for free.
Social Media Marketing: MailChimp, Instagram
Social media is an effective channel on which to engage with your audience. It’s also a fun place to post gorgeous graphics and show off your brand personality. On Instagram, MailChimp has excelled at both.

Source
Fewer than half of its Instagram posts have to do with email marketing or the MailChimp product, but the MailChimp team always finds a way to make the posts relevant to its audience and followers — all while featuring fun, engaging, on-brand graphics and videos.
MailChimp also uses its Instagram to feature real customer stories and testimonials, which can have a big impact on potential consumers in the Consideration and Decision stages. Finally, MailChimp makes use of a took called LinkinBio, which allows Instagram users to click-through to its homepage or other digital content (since Instagram doesn’t offer live links on its platform). This creates a clear conversion path for consumers who discover or research MailChimp on Instagram and want to learn more on its website.
Invest in B2B Marketing and Reach Your Business Customers
Marketing isn’t effective unless you keep your audience in mind, and no other audience is as fickle and critical as business customers. Your marketing should communicate how your business can help theirs … and if it doesn’t, you may as well not be marketing at all.
Use these tips and strategies to understand your B2B audience, round out your buyer personas, and effectively use B2B marketing strategies that reach them. When you’re focused on your audience, your marketing will do the same.

Have you ever heard people refer to themselves as “Apple people,” “Nike people,” or “Trader Joe’s” people?
This is what brand awareness can do for a brand: embed itself into consumer lifestyles and purchase habits so that they don’t have to think twice before becoming a customer — time and time again.
This guide will help you better understand brand awareness, establish it among your audience, and build campaigns that allow it to continually grow and morph with your business. Let’s dive in.

Brand awareness might seem like a vague concept, and in truth, it is. For those marketers and business owners out there who like to gauge success with neat and tidy numbers, brand awareness will likely ruffle your feathers.

But just because it isn’t a metric that can be perfectly determined doesn’t mean it doesn’t carry value. Brand awareness is incredibly important for business success and overall marketing goals. Here’s why.

Brand awareness fosters trust.

In a world where consumers rely on extensive research and others’ opinions before making a purchase, brand trust is everything. Once a consumer bonds to your brand, they’re more likely to make repeat purchases with little to no forethought –– which then bridges the gap between trust and loyalty.
Brand awareness establishes that brand trust. When you put a proverbial face to your brand name, consumers can trust easier. Brand awareness efforts give your brand a personality and outlet to be sincere, receive feedback, and tell a story. These are all ways that we, as humans, build trust with one another. The human/brand relationship isn’t any different.
Brand awareness creates association.
When you’ve had a paper cut, I bet you’ve put on a Band-Aid. When you had a pressing question, I’m sure you’ve Googled it. When you needed to make a few copies, I’m guessing that you Xeroxed them. And when you’ve packed for a nice picnic, I’m willing to bet you grabbed a Coke to drink.
Am I correct? Most likely. But … notice how the some of the words above are capitalized. These are brands, not nouns or verbs.
Speaking in brand-less terms, Band-Aid should be referred to as bandage, Google, as a search engine, and Xerox as a copier. But it’s more fun to refer to the brand itself, even if we aren’t using their specific product.
That’s what brand awareness does. It associates actions and products with particular brands, subconsciously encouraging us to replace common words with branded terms. And before you know it, simple paper cuts or picnics are doing the marketing for us.
Brand awareness builds brand equity.
Brand equity describes a brand’s value, which is determined by consumer experiences with and overall perception of the brand. Positive experiences and perception equal positive brand equity, and the same goes for negative notions.
Here are a few valuable things that come from positive brand equity:

Higher prices due to higher perceived value
A higher stock price
The ability to expand business through product or service line extensions
Greater social impact due to brand name value

How does a brand establish (and increase) brand equity? By building brand awareness and consistently promoting positive experiences with the brand. Brand awareness is the foundation of brand equity.
Once a consumer is aware of a brand, they start to recognize it without assistance, seek it out to make a purchase, begin to prefer it over other similar brands, and establish a loyalty that not only spurs on other purchases but also inspires recommendations to family and friends.
That, my friends, is why brand awareness is so important. It establishes trust with your customers, creates positive associations, and builds invaluable brand equity that allows your brand to become a household name and consumer staple.

How to Establish Brand Awareness

Brand awareness among your audience and the general public doesn’t happen overnight. It also doesn’t happen from a simple advertisement or marketing campaign.
Strong brand awareness is a result of multiple simultaneous efforts that extend beyond trying to get paying customers.
If you expect to raise awareness of your brand by running a few product advertisements on Facebook, you won’t get very far. Not only will the consumer be focused on the product (not the brand), but the ad will also lack impact beyond a simple sale.
Here are some ways to establish a solid brand awareness foundation and make a lasting impact with your audience:
Be a person, not a company.
When you get to know a new friend, what do you like to discover about them? I like to learn about hobbies, passions, likes and dislikes, and more. I also pay attention to how they speak, what they like to talk about, and what stuff gets them excited.
These are the traits your brand should determine and promote about itself. To leave an impact with your audience, you’ve got to define yourself as more than a company that sells stuff. How else would you define yourself? What words would you use if you had to introduce your brand to a new friend?
Socialize.
Introvert or extrovert, outgoing or quiet, all humans benefit from social contact and spending time with one another. It’s how we stay connected, learn new things, and become known by others.
The same goes for your brand. If you only attempt to connect with others when trying to make a sale or get support, you won’t be known as anything beyond a business with a singular intention (and the same goes for a person).

To raise awareness of your brand, you’ve got to be social. Post on social media about things unrelated to your product or services. Interact with your audience by asking questions, commenting on posts, or retweeting or sharing content you like. Treat your social accounts as if you were a person trying to make friends, not a business trying to make money.
Research shows that over 50% of brand reputation comes from online sociability. Being social leads to greater awareness and simply being known.
Tell a narrative.
Storytelling is an incredibly powerful marketing tactic, whether you’re marketing products or promoting your brand. Why? Because it gives something real for your audience to latch onto.
Crafting a narrative around your brand humanizes it and gives it depth. And weaving this said narrative into your marketing inherently markets your brand alongside your products or services.
What should your narrative be about? Anything, as long as it’s true. It can be the narrative of your founder, the tale of how your business had its first product idea, or the little-engine-that-could story of how your small business made it in this big world.
People like hearing stories about each other. Authenticity is impactful, and it can lead to a big boost in brand awareness.
Make sharing easy.
Whatever your industry, product offering, or marketing strategies, make it easy for your audience to share your content. This could be blog posts, sponsored content, videos, social media posts, or product pages. It doesn’t matter what it is, as long as it’s shareable.
Word-of-mouth marketing is the most effective way to establish trust and familiarity among customers. If someone sees that a friend or family member is recommending a product or service, they’ll take notice of that product … and brand. Is this a brand worth exploring? Do they have other great products I can rely on? What are their social accounts like, and what do they talk about?
If you make it easy to post about your stuff, consumers will raise brand awareness for you by simply clicking “Share”.
Brand awareness is about impact.
It’s about interacting with your audience in ways that don’t only ask for money, participation, or loyalty.
Imagine if you met a new person who wanted to be your friend. If they asked for any of the above, you’d probably laugh and walk away, right? Not only is that a shallow approach to friendship, but it also leaves no lasting impact on you.
The same goes for establishing brand awareness among your audience.

How to Increase Brand Awareness

What about expanding your established brand awareness and building on that strong foundation? What can you do as a brand to campaign for awareness and constantly increase it?
Here are a few campaign ideas to boost your brand awareness:
Offer freemium.

Freemium is a business model that offers a basic product or product line for free, only charging for any products deemed premium or enterprise-level. It’s a popular pricing strategy for software companies, like HubSpot and Trello.
Offering a freemium option allows customers to get a taste of your brand and product before making a purchase. It’s a try-before-you-buy opportunity that can, technically, last forever (as opposed to a free trial period that some companies choose).
It’s common to offer a freemium option with the condition that the brand’s watermark will be shown on any public-facing parts of the product or service. This makes freemium a win-win situation: The consumer gets the product for free, and the brand gets free advertising when consumers use it. 
TypeForm is another great example of this. TypeForm offers a freemium option of its survey software, but customers must include a thank-you page that features the TypeForm logo and message.

Depending on your type of business and product offer, Freemium may be the best way to raise awareness of your brand among your audience.
Create free content.
Nowadays, creating content is easier than ever … which is a good thing because today’s consumers turn to the internet for any and all questions, concerns, and DIY projects. 
Content is a fun way to raise awareness of your brand because it’s the easiest way to show personality and share opinions and positioning on issues — two major components that personify and humanize your brand.
Content doesn’t have to be in written form, either. You can also create videos, infographics, podcasts (which we’ll cover below), and more. Sure, written content like blogs and downloadable guides are arguably the easiest, but they’re definitely not the only option.
Content doesn’t have to live on just your website, either. Guest posting and sponsored content provide opportunities to get in front of new audiences and diversify the type of content you create.
If your brand isn’t creating content, you might be missing out on some major brand awareness opportunities. Content provides an amazing way to authentically connect with your audience while getting your brand name in front of people.
To learn more about content creation, check out our guide here.
Sponsor events.
How many festivals, concerts, fairs, and exhibitions have you attended? These types of events are typically not possible without the help of brand sponsorships. (Take a look at a t-shirt, koozie, or string backpack you likely grabbed from the event. See any brand names?) 
Sponsoring events is a surefire way to get your brand in front of hundreds, thousands, or millions of people that likely fall into your target audience. From banners to flyers to water bottles, your brand name will be everywhere if you sponsor an event.
Sponsoring an event also allows you to pin your brand name on an event that matches your personality, interests, and passions, meaning consumers will then associate your brand with that event and its aesthetic and character.
Consider Red Bull. Red Bull is an energy drink, and without any brand awareness efforts, we’d simply consider it an energy drink. But, thankfully, Red Bull took their marketing to the extreme — literally — by sponsoring extreme sporting events like cliff diving and motocross. They also sponsor athletes. Now, we inherently associate Red Bull with daring and adventurous … and believe that, if we drink it, we can be the same.

Give your brand a personality.
Treating your brand as a person and defining your narrative are the first steps to giving your brand a personality. The next step would be infusing this personality into your marketing efforts. 
When you market your products and services with personality, you can’t help but boost your brand awareness because your brand will shine right through. Sure, your consumers will take note of the pants or pasta you’re marketing, but they’ll also experience your personality through your advertising.
This is a great strategy when mixing your traditional marketing campaigns with brand awareness campaigns. They don’t always have to be one in the same, but they definitely can be. 
Consider Old Spice. (Did you just picture the man on the horse? I did.) Their advertisements for their hygiene products are overflowing with personality and humor, and they still mention their products throughout. The advertisement not only makes an impact on its viewers, but a mere mention of the “Old Spice man” also sends consumers back to YouTube to watch the commercial … and to the store to buy some deodorant.

Produce a podcast.
More than one-third of Americans 12 and older listen to podcasts regularly. There’s no doubt podcasts play an important role in our lives … and marketing efforts.
Podcasts used to be a complicated process, only created by those with a studio and fancy microphone. Now, it’s easier than ever to create and release a podcast, and doing so can do wonders for your brand awareness efforts. 
Why? Because podcasts, like written or visual content, provide a way to connect with your audience authentically. Instead of blatantly promoting your product or service (which we’ve agreed isn’t the best way to go about boosting brand awareness), podcasts give you the opportunity to educate, inform, entertain, or advise your audience and build trust by doing so.
Here are some examples of great podcasts produced by brands you know and love:

#LIPSTORIES by Sephora
Trailblazers by Dell
The Growth Show by HubSpot

See how these brands have chosen podcast topics that relate to their 1) overall brand message and 2) products or services? Doing this helps them relate the podcast back to their brand and continue to raise awareness, too.
For more information on podcasts, check out our guide here.
Building and growing brand awareness is a never-ending process, just as maintaining a friendship or relationship never really ends.
 Boosting your brand awareness through campaigns gives you a chance to dabble in marketing and advertising opportunities you’d otherwise not invest in — meaning new, powerful ways to connect with your audience.

How to Measure Brand Awareness

How do you know if your brand awareness efforts are working? How do you know if you need to change direction, top the competition, or fix a crisis? Just like any other marketing metric, you measure it.
Wait … I thought you said brand awareness couldn’t be measured!
Aha! You’ve been listening. I appreciate that.
You’re right — brand awareness can’t be measured in the traditional sense. But, you can still review activities and metrics that’ll help you gauge where your brand stands in terms of popularity and consumer awareness.
Here are a few ways to gauge your brand awareness and learn where you can tweak your efforts:
Quantitative Brand Awareness Measures
These numbers can help you paint the overall picture of your brand awareness. To measure quantitatively, check out these metrics:

Direct traffic. Firstly, direct traffic is the result of people intentionally typing in your URL and visiting your website. Your direct traffic number will tell you how much your marketing is prompting people to visit your website. This is an important metric, as many consumers today discover brands through social media, advertisements, or by typing in keywords related to your brand or product. When consumers go directly to your site, it means they were aware of your brand beforehand.

Site traffic numbers. This number just reflects overall site traffic, which will tell you how much of the general internet population is checking out your content and spending time with your brand. It won’t quite tell you where people came from, but that doesn’t matter, because they’re aware of your brand enough to check it out.

Social engagement. Engagement can refer to followers, likes, retweets, comments, and more. It’s a reflection of how many people are aware of your brand and socialize with it, as well as how impactful your content is. For instance, sites like Sparktoro can give you a specific score for your Twitter impact.

Qualitative Brand Awareness Measures
This step is where your brand awareness “score” gets a little murky. But these tactics can still help you gauge who and how many people are aware of your brand. To measure qualitatively, try:

Searching Google and setting up Google Alerts. Doing this gets you up to speed with how your brand is being talked about online. It will alert you to any news or mentions by third-party press. As your brand grows, its internet real estate will expand beyond your website, so keep an eye on that.

Social listening. Social listening is monitoring social media management tools for organic mentions and engagement. Who’s tagging your brand, mentioning it in comments, or using your hashtag in their posts? These tools can help you discover that. And the more your audience is discussing your brand on social media, the more they’re aware of it.

Running brand awareness surveys. This process involves getting direct feedback from your customers and audience and can be incredibly helpful with not only understanding who knows of your brand but also what they think of it. You can release surveys through SurveyMonkey or TypeForm and share them on social media or directly with your customers. This guide will help you create and promote them.

These quantitative and qualitative metrics will help you understand your brand awareness among your audience and the general public. It’ll never be a perfect number, but keeping your pulse on this measure will help influence campaigns and stay connected to your audience. Regardless of how you gauge brand awareness for your company, avoid these common mistakes when measuring brand awareness.
Over to You
Brand awareness is a powerful (albeit vague) concept that can have a major impact on your marketing efforts, consumer perception, and revenue.
Follow these techniques for establishing and building awareness for your brand, and you’ll find yourself with a loyal audience that recognizes your brand among competitors, chooses your products time and time again, and recommends their friends and family do the same.

I remember when I found out the Tooth Fairy wasn’t real. My whole world was shattered. Granted, I was about eight, but I was furious to find out that my parents had been putting a quarter under my pillow every time I’d lost a tooth, not a sweet fairy named Daphne who lived in a castle made out of my pearly whites.
Luckily, believing in the Tooth Fairy is pretty harmless. Other myths, especially those that affect your business, are not.
In previous posts, we’ve debunked myths about marketing automation, social media, blogging, SEO, and A/B testing… but we’ve never touched on landing pages.
Keep reading so you don’t miss out on information that’ll help you convert visitors into leads and leads into customers. We’ll debunk the most common landing page myths and arm you with information to take your landing pages to the next level.

Myth #1: You only need a few of them.
Lots of people think that you don’t need many landing pages. Maybe you have a ‘Contact Us’ page and a demo page, and that’s pretty much it, right? Wrong. If you only have a few landing pages, you’re missing out on traffic, leads, and customers big time.
Every new landing page you create is another opportunity for you to appear in search engines and get your link shared on social media — and better search engine rankings and social media posts mean that you’ll have more opportunity to drive traffic and conversions for your website.
Additionally, besides landing pages on your website, you’re going to need landing pages to convert leads. These pages are probably not available on search engines, but will help you track how many leads have clicked into an offer and how many have downloaded your content offers.
Need more convincing about the importance of having more landing pages? Check out this post.

Myth #2:Short forms are better than long forms.

No form length is the “best” — it all depends on what you’re trying to accomplish with the form. Are you trying to get a ton of new leads? Keep the form short. Are you trying to get really qualified leads? Make the form longer. One is not better than the other — they just address different goals.
Your form length will most likely end up somewhere in the middle. To find your form length sweet spot, run A/B tests and adjust your form length according to their results.

Myth #3:If I copy someone else’s landing page, my conversion rates will go up.

Landing page examples and templates are great jumping off points for your own landing pages, but you shouldn’t expect to plug your content into someone else’s landing page and end up raking in the conversions. A landing page is successful because of interaction of many nuanced elements — the content on the page, the design of the page, and the audience viewing the page.
If you’re going to copy a landing page layout, use best practices to tweak it to help your audience convert on your offer, then test it and test it to make it better.
Ultimately, a landing page will only succeed if the content offer matches the intent of the customer.

Myth #4:You need to have all conversion elements above the fold.

Lots of people believe that all of the important content on your landing page should appear above the fold — supposedly, people won’t scroll to fill out the form or find out more crucial information about what lies behind the form.
But the fold doesn’t really affect conversion — KISSmetrics found that when people are motivated to convert on a page, they do, regardless of where the form submit button is. According to that article, the biggest factor in increasing motivation is compelling copy, regardless of length. So forget optimizing only for the fold — through A/B testing, figure out how much information people need to convert.
Myth #5: Trust seals always increase conversions.
Think about the situations in which you often see trust seals. You’re usually giving over your credit card number or some other sensitive contact information, right? It makes sense to get a little visual reminder that your information is safe, because you really are giving over sensitive information.
But what if you saw a trust seal on a page where you weren’t giving over sensitive information? It’d be out-of-place, making you wonder what the heck the company was really collecting from you, right? Trust elements can help tremendously on pages that need them — but they can also deter folks if they’re included on pages that don’t.
Myth #6: If you change your form button from green to red, you’ll increase conversions.
Full disclosure: we’ve run this test and found that a red call-to-action (CTA) outperformed a green CTA … but that doesn’t mean that red buttons are always better than green ones. That test worked for that page, with that page’s design, for that page’s audience. If you run the same test on your site, you might find that the opposite is true.
This myth goes for any color test really –there is no one right color that’ll convert tons and tons more people. Test out colors yourself to see what works best.
Myth #7: Landing page copy should always be short and sweet.
Like color, there’s no right length of landing page copy. We kind of touched on this in Myth #4, but the copy length myth is perpetuated enough it deserved a section of its own.
Landing page copy length is like what your teachers would say when you’d ask them how long an essay should be — however long it needs to be to cover the subject. In the case of landing pages, it should be however long you need it to be to have people convert on your landing page’s form. For complex offers that require people ponying up a lot of money or their sensitive information, more information could be better. For simple offers, like an ebook, you probably don’t need a ton of landing page copy.
Like almost all of these myths, this one’s nuanced. Run tests on your landing pages to find out what copy length your visitors need.
Myth #8: Conversion rate is the only metric to watch.
Landing pages are a stepping stone in your marketing funnel. You’re not just trying to get people to fill out a form. You’d hope that eventually they’ll become a customer from you.
So if you’re trying to get the most out of your landing pages, you shouldn’t just look at the percent of people who converted on that form — you want to look and see what happens after.
What percentage of them become customers? By looking at your closed-loop analytics, you may find that a landing page that has a low initial conversion rate actually brings in customers like crazy, or vice versa … which is something your boss would care to know and fix.
Myth #9: You should include as many things as possible on your landing page to get people to convert on something.
Your landing page isn’t a last-ditch effort to capture someone’s information. It’s there to get people to convert on your form and move down your marketing funnel. You don’t want to give people too many options because they’ll get distracted and your conversion rate goes down. This means you should try removing your navigation and any extraneous forms. More is not better when it comes to landing page elements.
Myth #10: You build ’em and leave ’em.
You could probably guess this last myth from one piece of advice I’ve repeated over and over throughout this post: Test your landing pages. There are almost always ways you can tweak and improve them. If you build them and leave them alone, you’re losing out on valuable conversions. Landing pages support the backbone of your marketing funnel — so make sure you’re getting the most you can out of them by running A/B tests often.
Building a landing page can feel like a daunting task with the contradictory advice out there. That’s why you should use a landing page builder to assist you.
Editor’s note: This post was originally published in March 2014 and has been updated for comprehensiveness.

Did you know that over the last couple of years Black Friday sales constantly grow in popularity in Europe? Nowadays it is obvious that it is one of the European spending peaks. Black Friday, November 27 this year, should be written on each trader’s calendar in bold. Though it might look a bit different in 2020, undoubtedly it is still worth preparing your business thoroughly and using the commerce potential of this day to the maximum. Below, we have collected a handful of information that will be useful for our clients in order to do so!

Get ready for high traffic- automate your processes

It is possible that your website will turn into a marketing highway on this day. Prepare for much more traffic than usual with the maximized automation of existing processes. A non-working and overloaded website can unfortunately quickly discourage customers and chase them away to your competitors, so test your servers and don’t let yourself get surprised. Also take care of getting more products ready for shipment and a smooth sales process. Bare in mind, that a new, satisfied customer may come back to you in the future.

It is pretty obvious that taking care of your regular customers pays back – literally! Prepare your website marketing by showing them products selected according to their previous interests. For this purpose, use available dynamic content such as personalized recommendation frames, banners and pop-ups. Let a familiar product grab your customer’s attention during this chaotic day. 

Remember that Black Friday brings some expectations. According to research, most customers expect a discount around 50%. Consumers are bombarded with offers from all sides, so it is also worth creating a competitive offer and presenting it in a visually attractive way. Graphics, colors and fonts are important but they are not everything. Nowadays, many people display content not only on computers but mainly on mobile devices. Make sure that your website works flawlessly on your phone or tablet.

Let yourself be noticed in the mailboxes – prepare a successful mailing campaign

When you have an offer prepared, it is worth planning an appearance of your mailing campaign. It will reach customers who have consented to receive marketing content from you, and some of them are already your regular customers. Everyone likes to feel special, so it’s worth offering them something extra. Maybe a free delivery or some accessory?  Up to 49% or potential customers have been proven to decide for the purchase if the delivery is not additionally paid for. In fact, even a small thing will change the reception of your shop in the eyes of the customer, so choose something that is beneficial for both parties and do not hesitate to do it!

Next, prepare the email itself. A short, catchy text can be a much better option than a longer message. Remember that on this day you will be one of at least a few, if not a dozen, e-mails in your recipients’ mailboxes, so take care of the … SUBJECT! Make the subject of your message more visible, use 65 characters or less, and avoid cliché words like “bargain” or “promotion”. Think outside the box and prepare a message as unique as your product.

As in the case of the website, it is also worth taking care of attractive graphics in the message. Pay attention to matching the color of the email to your website. At this stage, our Drag & Drop wizard will help you. You can create an email from scratch or support yourself with one of the many ready-made message layouts we prepared for you to use.

Finally, define your audience and schedule the send-out. It’s a great practice to do this in advance. If you schedule your messages at least a day prior, then by Friday your emails will be filtered and ready to be sent at the time you choose – we’ll take care of it!

Work on your uniqueness, be creative, let your offers stay in their heads!

Nowadays the Internet is overflooded with medium-quality content. Show your customers that you are doing your best, especially on a day like Black Friday. Make your content thoughtful, correct and consistent. Take care of advanced content marketing – maybe it would be a good idea to prepare a few entries with lists of products recommended by an expert? Let your website leave a mark in your client’s memory and make it easier for him to remember about you in the future. 

Start promoting yourself on Social Media even two weeks in advance – use general content and don’t post too often, but it is worth signaling that prizes are about to drop in your shop. Work on multiple channels, the more roads lead the customers to you, the greater the chance that they will reach their destination!

Black Friday can also serve as a great excuse to do more. Maybe this is a good time to launch a brand new product that will attract more consumers on that day? Or maybe you want to donate part of your income to charity and warm up the image of your company at a time when it is visible for more people than usual? There are many possibilities, think, plan, be creative and don’t let yourself be limited to any strict patterns!

marketing automation

marketing automation