- HubSpot is a CRM platform that brings everything scaling companies need to deliver a best-in-class customer experience into one place.
- The Flywheel is a model adapted by HubSpot to explain the momentum you gain when you align your entire organization around delivering a remarkable customer experience.
- Phase 1: In the attract phase, you attract visitors with useful content and eliminate barriers as they try to learn about your company.
- Phase 2: In the engage phase, you make it easy to shop and buy from you by enabling buyers to engage with you on their preferred timeline and channels. Focus on opening relationships, not just closing deals.
- Phase 3: In the delight phase, you help, support, and empower customers to reach their goals. Remember, customer success is your success. Some forces you can leverage are self-service (Knowledge base, chatbot), proactive customer service, multichannel availability (chat, messaging, phone, email), ticketing systems, automated onboarding, customer feedback surveys, and loyalty programs.
- All-in-One Inbound Marketing Software for Your Entire Team (Blogging, Landing Pages, Email, Marketing Automation, Lead Management, Partitioning, Social Media, SEO, Calls-to-Action, Ads, Salesforce Integration, and Analytics)
- Brand consistency is how an organization delivers messages aligned
with its core values and mission, culminating in a cohesive brand
- A successful brand is one with longevity. Built up over time by being flexible
enough to adapt to the current market trends and expectations while remaining
- Consumers: 86% say authenticity is key in supporting a brand.
- Companies: Revenue increased 33% from brand-consistent activities.
- BRANDED HOUSE – the company has a single, overarching brand (Google, FedEx, etc.).
- HOUSE OF BRANDS – the master brand takes a backseat, giving the sub-brands the freedom to shine on their own. The sub-brands that fall underneath the house brand maintain some autonomy (Crest, Tide, etc.).
- HYBRID BRAND – Similar to the house of brands structure, endorsed brands are allowed to have their own identities. The difference here is that everybody knows that the master brand is behind it all. Typically the smaller brands are the most recognizable, but behind the scenes, brand consistency is coming from the top. Examples of hybrid brands include Sony Playstation, Nescafé by Nestlé and Polo (Ralph Lauren).
By knowing what documents, images, ebooks, blogs, videos, slide decks, and the like are already created, you can both identify brand inconsistencies and maximize available resources: Title, Publish Date, Campaign, Asset type (video, graphic, blog etc.), Location (Where does it exist?), Metrics (How is performance measured?), Audience, Language, and Funnel Stage.
A brand strategy is a long-term plan developed to help your company achieve
specific goals. This is where a fully developed brand guide comes into play. It’s a one-stop shop for all things needed to create for your brand.
- A logo is arguably the most memorable piece of a brand’s collateral.
Logos provide an opportunity for customers to automatically associate products or services with any given brand itself.
- TONE AND VOICE – What does your brand sound like? Emails may be more formal, and social media may be more casual. Remain true to your mission statement, both when promoting the positive aspects of your brand and when responding to negativity.
- COLORS – You know branding is done well when seeing certain colors immediately calls to mind a particular brand – even when those brands’ names are nowhere nearby. A good color scheme can go a long way.
- FONTS – Similar to colors, that are about as many variations as you can imagine and even slight inconsistencies will catch people’s eye.
- IMAGES – The images you share, regardless of the platform, should take into account all of your other elements. This means they should reflect the tone your brand has set out for itself, follow your color palette and include your brand’s logo.
A Buyer Persona is like a character profile of your ideal customers: who they are, what they want, what their lives are like, challenges they face, who they interface with or are influenced by, the tools they use, and more.
Important Components of a Buyer Persona:
- ROLE AND SENIORITY LEVEL
- DAILY ACTIVITIES
- PAIN POINTS
Consistent Content Creation:
- Establish Creative Workflows
- Perform Collaborative Work Management (CWM)
- Work Support via Creative Ops
- Personalize Brand Activity
- Create Brand Templates
Activate Brand Presence:
While you’ve laid the foundation for your brand presence, you’ll need to take steps
to ensure that voice is amplified across channels.
Assets can end up collecting dust in a variety of ways:
- Buried in an email thread
- Stored locally on someone’s computer
- Added to a disorganized cloud storage folder
- Multiple platforms with multiple versions
- Stakeholders are unsure how to search
A central source of truth eliminates confusion by providing a single location for all
teams to access their brand needs. This is done most effectively with digital asset
- Which teams need access?
- What campaigns are we running?
- What types of assets do we have?
- Which audiences are these assets designed for?
Taxonomy and Tagging:
While you may know where to look, you still might not always know exactly which asset you’re looking for.
When uploading assets for distribution, attaching relevant keywords will make them more searchable. Think about how people are searching for assets and what terms they’d typically use.
Permissions and Approvals:
When building your central source of truth you’ll need to add steps for approval so that content is immediately distributed when ready and permissions so that users only access the correct assets.
Extend Brand Externally:
External teams and relationships account for a significant portion of many brands’ activity. These external relationships can include agencies, contractors, publications among others. And their involvement with your brand can take place at any point of the content creation and distribution processes.
Collaborate with External Partners:
The longer and closer a relationship is with an external partner, the more familiar they will become with your brand. Get an understanding of your partners’ workflow. With that insight, you’ll be able to more easily adapt your own to align with those expectations.
Collections and portals found in DAM are one quality option. Much like permissions, you can create a group of assets, specific to what your partner needs. You then send a simple link that grants partners access to those assets and those assets alone. It works the other way as well. A feature like “share links” provides one way to bridge the gap. These are a unique, secure URL designed to receive content from external partners, directly into your DAM for review.
Implement Across Digital Channels:
- SOCIAL MEDIA
Adding Dynamic Content:
Content delivery network (CDN) links can be a useful tool for the brand consistency toolbox. If your assets are stored in a digital asset management platform, you may automatically have a CDN link available for every asset. When adding content to digital locations such as your website’s content management system (CMS) or an email build, a CDN link can be copied directly into the appropriate field or HTML for
publishing. Because CDN links are dynamic, when you replace an asset with a more up-to-date version in your DAM, it will update that asset wherever the associated CDN link is used.
Monitore/Measure Brand Activity:
Keeping track of where your brand is finding success and where it isn’t is vital to continuous improvement.
Knowing When and How to Improve Your Brand:
Before jumping right into the results, decide ahead of time which types of brand consistency incidents need immediate attention. Then, develop a response plan and assign teams to handle each outcome.
Metrics to Measure:
- LANDING PAGES
- SOCIAL MEDIA
- GROWTH RATE
There is more opportunity than ever, but there is also more competition. Audiences have also adapted.
Through all the noise, individuals have had to adapt the way they learn about and choose the brands they
decide to interact with. It’s a more conscious effort all around. The result is customers looking to identify
with brands they can trust with their attention and companies looking to provide that value through
genuine brand consistency.
4 Personalization Trends + Tips
A 2021 Mckinsey & Company report found that 78% of consumers are more likely to make repeat purchases from brands that personalize. Nearly 80% are also more likely to refer their family and friends to these companies.
4 Personalization Trends:
- Demand for personalization is increasing.
- Online personalization is prioritized.
- Omnichannel is the main way forward.
- Companies will prioritize first-party data as privacy concerns mount.
Key Tips About Personalization:
- Customization is not personalization. Customization is explicit, while personalization is implicit.
- You can achieve intent-driven personalization by understanding what people engage with on your site.
- Never forget that no matter how much technology changes, the key to great marketing is having an in-depth understanding of users.
- The future of marketing is in making websites, products, or experiences personal in a deeply meaningful way.
- The personalization of search results offers an opportunity to increase your visibility for really relevant searches.
- The potential to engage customers contextually based on a need and serve that in real-time will drive mobile devices as they become payment vehicles.
- Personalization has moved beyond segmentation to algorithmically-driven content.
- Personalization is about leveraging what you can from individuals when they come to your inbound customer touch-points.
- Don’t think about the different groups you want to market to. Think about the power of one and how to reach that person in the most customized and creative way.
- The three-step approach to personalization is: listen, educate, and engage.
- Think in terms of customer-centric recommendation engines rather than company-centric selling engines.
- Personalization is about creating a natural conversation between companies and customers.
- The three keys to balancing personalization and privacy are company transparency, consumer choice, and accountability.
- With personalized ads, the goal is to reach the highest point of relevance at the lowest sense of intrusion.
- Instead of thinking of data privacy as a limitation, consider that what needs work might be the value proposition.
- Marketers can get too focused on the details and forget to focus on the most important aspect: relevancy.
- Personalized marketing is not just for customers and prospects – it can affect change within an organization.
- We’ve moved from opt-in, permission-based, and customized address fields in personalization to online relevant conversations that engage and excite.
US Consumer Trends
- 56% of those surveyed use mobile phones more than any other device when
looking up a question on a search engine. Millennials are the most likely generation to use their mobile device more at 74%.
- Regarding the shopping experience for consumers, the data also reveals that mobile leads the way as the preferred platform. More than half of those surveyed use a mobile device more than any other device for online shopping. Gen Z is leading the trend, with 74% of those 18-24 choosing mobile first for shopping.
- 28% of Gen Z and Millennial social media users bought a product on social media. Millennials also get the most use out of social media as a customer service channel, with 24% using social media direct messaging for support over the past three months.
- For Gen Z, there’s significant value in social media for in-the-moment connection. In that generation, 63% have used live audio chat rooms in the past three months, with 36% specifically using Discord.
- Of those surveyed, 24% consider themselves content creators, with Millennials being the largest generation in the creator space. The overall percentage of influencers was a bit lower at 18%, but Millennials also lead the charge at 29%.
- 19% of social media users surveyed joined an online community, and in that same time, 24% actively participated in one. When comparing generations, those numbers are highest for millennials (33% joined an online community) and Gen Z (36% actively participated).
- The top benefits for those in communities are learning new things, sourcing ideas and inspiration, and allowing members to meet and interact with others who have similar interests.
- 80% of all respondents consider data privacy a human right, and 80% also
say that individuals should have complete control over how companies use this data.
- 69% of respondents said that companies should pay them for access to their
- 82% said they are more likely to buy from companies they trust with their data, and this is consistent across generations.
- 45% of respondents say that their trust in companies regarding their data depends partly on the company’s CEO.
Social media apps face a significant challenge, as participants trusted them the least with their data. On the opposite end of the spectrum, some companies consumers deemed most trustworthy with their data are Amazon, Google, and YouTube.
- While 40% of respondents are in the office full time or nearly full time, 32% are
in remote roles, and 28% are in hybrid roles.
- While only 15% of respondents changed jobs in the last three months, 29% said they are considering leaving their current position.
- 56% said it’s important that the company they work for has a diverse and inclusive culture.
Crypto and NFTs
- Over 1 in 5 Gen Z, Millennial, or Gen X respondents are invested in crypto. Additionally, 34% of crypto owners have used it to make a purchase (other than using it to buy more crypto).
- Forty-three percent of respondents said they understand the concept of cryptocurrency, and 35% said they view it as a legitimate form of currency. In addition, 28% even said it is the future of currency.
- Only 29% of those surveyed said they understand the concept of NFTs, and 26% see them as a legitimate form of digital ownership.
- 40% said they understood the concept of the metaverse. Compare that with 51% of all respondents who said they do not understand the idea of Web3—or the third generation of the internet, which is a vision of a more decentralized web that places the power in the hands of users instead of large tech companies.
- Which metaverses are consumers spending time in? The most popular is The Sandbox, which refers to itself as “a community-driven platform where creators can monetize voxel assets and gaming experiences on the blockchain.” Voxel assets are 3D models constructed out of 3D cubes.
20 Content Marketing Examples
- Spotify Wrapped
- DuoLingo’s TikTok
- Canva’s Design School
- Hairstylist Theresa Van Dam’s TikTok
- Girl With the Dogs YouTube channel
- Crunchyroll Collections
- Chewy’s educational YouTube
- Amazon Prime’s The Anime Club
- UN Refugee Agency’s Podcast
- The Washington Post’s TikTok
- Jackson Galaxy’s YouTube
- You Suck at Cooking
- Warby Parker Email marketing
- Content Marketing Institute’s Click to Tweet
- Digital Olympus’s Expert Roundup
- Colgate’s Resource Page
- Moz’s Topic Clusters
- Mailshakes’ Marketing Automation
- Townsend Security’s Content Offer
- Venngage’s Free Product
9 Automation Trends
- Automating High-Value Actions
- Prioritizing Marketing, Sales, and Success Alignment
- Automation as a Vital Part of CRMs
- Automation for Greater Personalization
- Automation Across a Company’s App Stack
- Business Chatbots as Full-Time Agents
- AI for Automated Decision-Making
- Automating Data Collection and Reporting
- RPA Helping Businesses Become More Productive
Top Shopping Trends
Influencer recommendations matter more than recommendations from friends and family.
Gen Zers prefer to discover new products via social media — but they still like to make purchases in-store.
When it comes to millennials and Gen X, retail stores and searching the internet are two popular options for discovering new products.
Millennials and Gen Xers prefer to discover new products on social media through ads or sponsored content — while Gen Zers prefer discovering new products on social media through short-form videos.
Mobile phones are the most popular device for online shopping.
Price matters most to when it comes to making a purchasing decision — but other factors might surprise you.
- Across the board, price is a major factor when it comes to purchasing decisions. 78% of Gen Z, 74% of millennials, 74% of Gen X, and 73% of Boomers report price as one of the most important factors when it comes to deciding whether or not they’re going to buy a product.
- The quality of a product is important, as well, with 65% of Gen Z, 78% of millennials, 82% of Gen X, and 72% of Boomers marking it as another top factor when it comes to purchasing decisions.
- But beyond having a reasonably-priced and high-quality product, there are a few other distinguishing factors you’ll want to keep in mind when marketing your brand.
For instance, 57% of Gen Zers will consider purchasing a product if a percentage of the proceeds from the purchase will be donated to charity. And 55% of millennials prefer buying a product that has strong reviews. 62% of Gen Xers appreciate whether a brand has an active community around it, and 55% of Boomers look for a product’s features and functionality when considering a purchase.
8 Easy SEO Basics
- Step 1: Find keywords.
- Step 2: Put keywords in the page title.
- Step 3: Put keywords in the page URL.
- Step 4: Put keywords in your meta description.
- Step 5: Put keywords in your H1 text.
- Step 6: Use keywords in the page’s content.
- Step 7: Build links to your website.
- Step 8: Monitor your rank.
Social Media Checklist
Social Media Daily Checklist:
- Sharing content.
- Responding to comments and DMs.
- Monitor brand mentions and industry-related content.
- Identify trends and buzzy content.
- Answer queries on forums.
- Connect with brand evangelists.
Social Media Monthly Checklist:
- Check your analytics.
- Set goals.
- Schedule next month’s content.
SME Marketing Ideas
- Know your audience.
- Emphasize your value proposition.
- Stay focused on singular goals and objectives.
- Capitalize on short-term plays.
- Double-down on what works.
- Understand the power of existing customers.
- Use free promotional tools.
- Create a website to own your online presence.
- Consider blogging to attract prospects for your website.
- Promote yourself on social media.
- Invest in ads.
- Make sure you’re capturing web prospects’ information.
- Use email marketing to nurture leads.
- Manage relationships with a CRM.
- Lean into word of mouth as a promotion channel.
- Determine your brand’s identity.
- Identify your buyer persona.
- Design a logo and other assets.
- Build your website with a CMS template.
- Draw up a go-to-market strategy.
- Hire a freelancer to help you scale your content.
- Consult agencies and freelancers for web design help.
- Track your site with analytics tools.
- Boost your Google ranking with SEO.
- Research keyword opportunities.
- Optimize your website for mobile devices.
- Write optimized blog posts.
- Experiment with photo and video content.
- Launch business pages on Facebook and Yelp.
- Build out your social media strategy.
- Use social media for customer service.
- Build interesting landing pages.
- Plan an email marketing strategy.
- Offer coupons in newsletters or on landing pages.
- Share your distribution channels on your website.
- Offer a free webinar.
- Try co-marketing.
- Encourage happy customers to share their experiences.
- Try out marketing experiments.
- Set up Google My Business.
- Consder PPC ads with Google & Bing.
- Run social media ads.
- Sponsor products on Etsy & Amazon.
- Leverage user-generated content.
- Develop a referral program.
- Advertise with your local chamber of commerce.
- After 40.8% year-over-year (YoY) growth in
2021, TikTok is projected to grow an additional
15% in 2022.
• TikTok is the third largest social media network
worldwide, behind Facebook and Instagram.
• TikTok is also growing in terms of overall social
media market share. In 2022, it is projected that
TikTok will surpass 20% of all social media users
for the first time, approaching 25% by 2024.
Who is on TikTok?
• TikTok has over 1 bln monthly active users worldwide.
• TikTok has over 70 million daily active users in the U.S., and is projected to reach nearly 90 mln in 2023.
• TikTok is used in 141 of 155 countries and can be used in 39 languages.
• 47% of TikTok users are under the age of 30 and only 11% are over the age of 50.
Top TikTok Trends:
#HowTo, #ZoomMeeting, #GRWM, #TrickShot, #PetsofTikTok.
Top TikTok Hashtags:
#fyp/#foryoupage, #duet, #trending, #comedy, #entertainment.
Top TikTok Creators:
@charlidamelio: 135M followers
@bellapoarch: 88M followers
@addisonre: 86M followers
@zachking: 67M followers
@spencerx: 55M followers
7 Ways to Use TikTok for Business:
- Marketing Campaigns
- Diversity, Equity, and Inclusion (DEI)
Initiatives and Nonprofit Partnerships
- Promoting Company Culture
- Showcasing Products
- Influencer and Comarketing Programs
- Recruiting Top Talent
- Product Education
TikTok Metrics for Businesses to Track:
- Follower growth rate
• New followers
• Video views
• Profile views
• Likes, comments, and shares
• LIVE video analytics
• Content performance
• Audience insights like location or gender
• Website views from TikTok
• Leads from TikTok
• Customers from TikTok
The 10 Steps to Creating Content on TikTok:
* Step One: Download the TikTok app onto your smartphone.
* Step Two: Set up your brand’s profile.
* Step Three: Tap the + symbol on the bottom of
the TikTok homescreen.
* Step Four: If using a prerecorded video,
upload it from your camera roll.
* Step Five: Edit your TikTok in progress by adding
sounds, effects, filters, or other editing tools.
* Step Six: If using the TikTok camera, record your content.
* Step Seven: Tap the check mark at the bottom of your screen
* Step Eight: Make any final edits.
* Step Nine: Post your video!
* Step Ten: Engage by scrolling through your home feed,
liking and commenting on other posts, and following relevant
hashtags or topics.
• Incorporate the latest trends into your TikToks.
• Promote your TikToks with the right hashtags
and sounds for your target audience.
• Let other brands inspire you with their content.
• Infuse your TikTok with your unique brand voice
• Stick to a regular posting cadence to
continuously grow your following.
• Partner with TikTok Influencers who share your
• Be a good community member by commenting
and promoting other users’ posts.
• Take advantage of all the effects that the TikTok
editing tools have to offer (this boosts visibility
in the algorithm).
• Be a trendsetter, instead of just a trend follower.
• Incorporate your branded content naturally.
• Create content that promotes
harmful or unsafe behavior.
• Partner with influencers until they
have been properly vetted.
• Simply replicate the TikToks that
other brands are creating.
• View other brands as the competition,
not as inspiration.
• Create an inauthentic or forced
• Always produce the same type
of TikTok content.
• Join trends after they have already
run their course on the platform.
• Violate the TikTok community guidelines.
The 5 Types of TikTok Ads:
- In-Feed Ads
- TopView Ads
- Branded Hashtags
- Branded Effects
- Brand Takeovers
YouTube thumbnails, the small, clickable snapshots that viewers see when they search for videos, can be just as important as a video’s title because they provide a preview of your video and entice viewers to click through.
How to Make a YouTube Thumbnail:
- Visit a free online YouTube thumbnail maker.
- Upload a photo or choose one of the thumbnail makers’ templates.
- Add text, clipart, or a background to your thumbnail.
- Download the finished product to your computer.
8 YouTube Thumbnail Makers:
3. Adobe Spark
Ecommerce SEO Strategy
- Keyword Research
- On-page SEO
- URL Structure
- Product Descriptions
- Structured Data
- Images and Image Alt Text
Account-based marketing (or ABM) is an tailored, targeted, and relevant approach to marketing that can help you connect with the customers who have the most revenue potential for your business.
- Better collaboration between sales and marketing
- Better relationships with high value accounts
- More lucrative deals
- More consistent closing
- Measurable ROI
ABM vs Inbound Marketing:
Inbound marketing (IM) is about capturing leads—and then, once you have the leads, you can qualify them and figure out the best way for them to convert. With ABM, you’ve already identified the highest-value accounts (or leads) available to your business—and you build your entire marketing strategy to speak specifically to each account as if they were an individual buyer.
Think of IM as laying the foundation for a successful ABM strategy:
You develop an IM strategy and create content that speaks to your ideal customers.
• Your ideal customers connect with that content—and as a result, your IM strategy starts generating solid, qualified leads.
• Your sales and marketing team further qualify those leads and identify the accounts with the highest value potential for your business.
• Sales and marketing then collaborates to develop an ABM strategy that creates a highly targeted, relevant marketing plan and customer experience for those accounts.
• You build a relationship with those high-value accounts through your ABM strategy and close the deal (hooray!).
• You go back to your IM strategy, generate new leads, and start the whole process over again.
How to Build and ABM Strategy:
- Determine if ABM is the right strategy for your company
- Create a task force
- Create buyer personas
- Create an account plan
- Attract contacts
- Engage the buying committee
- Close the deal
Getting Your Marketing and Sales Teams on Board with Your ABM Strategy:
- Clearly define expectations and responsibilities
- Encourage team building between teams
- Schedule regular meetings to review progress
- Deal with any issues as they arise
Use the Right Tools:
- HubSpot’s ABM software
- LinkedIn ads Integration
A job simulation (JS), or work simulation, is an employment test where potential employees are asked to complete tasks expected from them on the job.
85+ years of research compiled into the Schmidt-Hunter paper reveal that education and experience aren’t effective at predicting candidates’ ability. Instead, JS help test for skills directly!
When to Use JS:
- During Screening
- At the Final Interview Stage
- Tests the Candidates’ Skills
- Reduces Bias
- Gives Deeper Insights
- Reduces the Cost of Bad Hires
- Benefits Candidates
- Can Be Expensive
- Can Exhaust Time and HR Resources
Types of JS:
- In-basket Simulations
- Situational Judgment Tests
- Take-home assignments
- Group tests
- Case interviews
- Make it immersive
- Make it clear and specific.
20 Webinar Platforms
- Adobe Connect
- Zoho Meeting
11 Aps for Marketers
- Meta Business Suite
- Google Analytics Pro
- GoDaddy.com Mobile
Interactive marketing is a tactic that uses engaging visuals or videos to get your audience to engage with your content. This form of marketing captures your audience’s attention, delights them, and creatively presents your product or service.
Types of Interactive Marketing Strategies:
- Interactive videos
- Quizzes, surveys, and polls
- Personalized content
- Interactive storytelling
Benefits of Interactive Marketing:
- Boosted Conversion Rates
- Increased Audience Engagement
- Instant Feedback
User-Generated Content | Glass Animals
Augmented Reality Shopping | Lancome
Interactive Series | Sweet Digs by Eko and Refinery29
Vimeo Virtual Courses That Get You Moving | Y7
The Structure of Stand-Up Comedy | The Pudding
Conversational Marketing | HubSpot
A Personal Thank You with Vidyard | Amnesty International Canada
Interactive Infographic | Family Fun in Scottsdale by Marriott
Interactive Slide Show | The New Media Message by Velocity Partners
Interactive Article | The Big Gronkowski by Ceros
Immersive Video | Scotland From the Sky by BBC Scotland
Playable Video Game Ad | Narcos: Cartel Wars
Interactive Voice Ad on Pandora | Doritos
Interactive Idea Generation | Outgrow
5 Nonprofit Marketing Trends
- Collect donations on social media platforms with native donation features.
- Championing user-generated content.
- Personalized and segmented campaigns to generate donations.
- Partnering with other businesses.
- Experimenting with NFTs.