{"limit":20,"objects":[{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/which-social-media-platforms-deserve-your-ad-dollars","allowed_slug_conflict":false,"analytics_page_id":"5151722250","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"taylor@inboundmarketingagents.com","author_at":1496347595620,"author_email":"taylor@inboundmarketingagents.com","author_name":"Taylor Eben","author_user_id":3302629,"author_username":"taylor@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1461686055777,"deleted_at":0,"display_name":"Justin Horvath","email":"justin@inboundmarketingagents.com","facebook":"","full_name":"Justin Horvath","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/498d3a8ac3e279996c846ed8c2912774","has_social_profiles":false,"id":4089410497,"linkedin":"","portal_id":160334,"slug":"justin-horvath","twitter":"","twitter_username":"","updated":1461686055777,"website":""},"blog_author_id":4089410497,"blog_post_author":{"avatar":"","bio":"","created":1461686055777,"deleted_at":0,"display_name":"Justin Horvath","email":"justin@inboundmarketingagents.com","facebook":"","full_name":"Justin Horvath","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/498d3a8ac3e279996c846ed8c2912774","has_social_profiles":false,"id":4089410497,"linkedin":"","portal_id":160334,"slug":"justin-horvath","twitter":"","twitter_username":"","updated":1461686055777,"website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1495737988469,"created_time":1495737988469,"css":{},"css_text":"","ctas":{},"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/WhichSocialMediaPlatformsDeserveYourAdDollars.png","featured_image_alt_text":"WhichSocialMediaPlatformsDeserveYourAdDollars.png","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1496152800000,"has_user_changes":true,"html_title":"Which Social Media Platforms Deserve Your Ad Dollars? (Part One)","id":5151722250,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"Which Social Media Platforms Deserve Your Ad Dollars? (Part One)","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"author_email":"taylor@inboundmarketingagents.com","post_summary":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n","author_username":"taylor@inboundmarketingagents.com","author_user_id":3302629,"has_user_changes":true,"last_edit_session_id":null,"last_edit_update_id":null,"html_title":"Which Social Media Platforms Deserve Your Ad Dollars? (Part One)","topic_ids":[],"keywords":[],"meta_description":"Which social media platforms deserve your ad dollars? Learn which social networks are worth your ad spend.","use_featured_image":true,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/WhichSocialMediaPlatformsDeserveYourAdDollars.png","post_body":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n\n

For many businesses, organic posting on social media is no longer sufficient on its own. With such a high volume of posts -- from individual users and businesses -- on a multitude of channels, the likelihood of your post being seen by a mass audience is unlikely. Just like traditional media outlets like television and radio, the best way to ensure your message is being seen is through paid campaigns.

\n

However, unlike traditional media, paid social posts are increasingly inexpensive and incredibly effective when taking advantage of the advanced targeting options.

\n

The most challenging aspect of social media advertising isn’t setting up the campaign or even tracking your conversions. It’s choosing which platform(s) work best for your specific business needs. Each social channel caters to a very different demographic and optimizes their campaigns in very different ways.

\n

In Part 1 of this two-part blog series, I'll share my advice (and evidence!) on which social networks are worth your ad dollars -- and which are not. Keep reading to get straight to the facts, and you'll be on the fast track to increased revenue in no time.

\n

Facebook

\n

Facebook advertising is a no-brainer for any business, regardless of your particular customer profile. Not only is Facebook the largest social channel with 1.4 billion users across the globe, but 90 million are daily active users. If you’ve heard that Facebook is no longer popular among Millennials, or that it’s shrinking in user growth, don’t believe it. In fact, Facebook continues to grow by roughly 16% each year and 71% of all adults in the U.S. who have access to the internet are active on Facebook.

\n

The size of Facebook’s reach aside, the ability to deliberately target extremely granular audiences is unrivaled by any other social platform.

\n

Looking to target someone aged 18-35 who lives in Nashville, Tenn. who got engaged in the past 6 months and has a net worth of $500,000? Facebook has you covered. How about someone who is recently retired, reads the Wall Street Journal and loves cheeseburgers? Facebook can target that individual, too. The ability to target people based off of location, interests, behavior trends, financial information, and a multitude of other categories make this platform worthy of your ad spend.

\n

Facebook also boasts the ability to retarget potential customers. Typically, only 2% of those who visit your website will make a purchase on their first visit. Using Facebook’s retargeting ability, you’re able to serve ads to the 98% who didn’t convert and reintroduce your brand and products. By utilizing the Facebook pixel, you’re able to track people who have visited your website and serve them an ad specific to what page they visited.

\n

You’re also able to import client information into Facebook to create a custom audience of people who have interacted with your business previously. Have you ever been served an ad from Amazon featuring a particular product just minutes after you viewed that product natively on Amazon.com? That’s Amazon retargeting you with an ad tailored to your browsing history. With Facebook ads, you’re able to utilize the same retargeting method.

\n

Facebook’s analytic dashboard provides an incredible amount of insight into the way your ad is performing in real time. The data is straightforward and easy to consume. Factors like your ad’s frequency, reach, results, user feedback, and cost per result are transparently displayed for your review. That transparency allows you to determine the success of your ad, and make changes if necessary to optimize it’s performance.

\n

Finally, ad spend totals on Facebook are extremely inexpensive. Running campaigns that have a $5 a day ad spend can result in just pennies being spent to reach each individual you want to target. There are also a number of different campaign types that will influence how much you will spend per result. The average cost to reach 100 people on Facebook is 25 cents. When compared to reaching 100 people with Google AdWords (average of $2.75) or with cable television (average of $7), Facebook ads are cost-effective and deliver results.

\n

Verdict: Yes, you need to be advertising on Facebook. Regardless of industry or ad budget, you’ll see results. Just make sure you have an offer that makes sense for your audience and truly do your research into your desired user persona to take full advantage of Facebook’s targeting capabilities.

\n

Pinterest

\n

Last year, I called Pinterest “Social Media’s Best Kept Secret,” and that still rings true today. The majority of advertisers think of Facebook, Twitter, and Instagram as the only platforms that are under the social media umbrella. Although Pinterest doesn’t come close to the amount of daily active users Facebook boasts, the 150 million daily active users it does have are extremely loyal.

\n

Compared to Facebook’s user base, Pinterest is not used by members of every gender, age group, and income level. Instead, 80% of Pinterest’s daily users are female, specifically married housekeeper females with children under the age of 18. These users are very influential when it comes to household purchases. In fact, 40% of Pinterest’s users live in a household with an average income of over $100,000.

\n

Plus, now that Pinterest allows users to shop in-app, the average purchase on the platform is $50 -- the highest conversion dollar amount of any of its competitors, including Facebook and Twitter.

\n

Additionally, Pinterest users plan ahead. The typical Pinner will begin planning and purchasing for holidays at least 60 days before the holiday. That’s 20% earlier than the typical American. By creating a planning calendar (or simply using this one here), you can optimize your sales cycle by getting your seasonal products and services in front of an eager audience on Pinterest.

\n

A recent feature update also solidifies Pinterest as the “visual platform” on social media. Pinterest Lens allows marketers to capture conversions from users who may be at different points on the purchase timeline. The new update allows someone to open his or her camera, take a photo of an object, and Pinterest’s software links to a number of suggested similar products.

\n

This is incredibly powerful in targeting individuals who are impulse buyers. By reducing the amount of friction between the beginning of the buying cycle and the end conversion, marketers can quickly introduce a product to an interested user and accelerate purchases.

\n

Pinterest also has a rather robust targeting platform. While certainly not in the same league as Facebook’s targeting ability, Pinterest can segment its users by location, interest, gender, and device. Cost per ad varies depending on the campaign type and can cost anywhere from 27 cents for an engagement campaign to $1.52 with an ad optimized for website clicks.

\n

Verdict: Pinterest may still be developing its advertising capabilities, but it’s a platform that’s worth your attention. If your target audience contains wealthy females with specific interests in cooking, gardening, and seasonal products and holidays, Pinterest is a must. But if your desired demographic doesn’t match the Pinterest user base, don’t invest any ad dollars right now.

\n

Twitter

\n

Twitter was met with a mildly optimistic welcome when it came onto the scene in 2007. Millennials, in particular, took to the new platform as a way to avoid their parents who were now beginning to join Facebook en masse. As celebrities, news outlets, and social media influencers began touting Twitter as a different type of social experience, Twitter quickly ballooned to roughly 300 million daily active users in 2015.

\n

Unfortunately, Twitter has adopted a negative reputation among its social competitors. After 2015, daily active users stagnated for over a year despite Twitter’s attempts to increase its visual content. Twitter’s stock price plummeted and rumors of a buyout made the company look like it was on life support.

\n

But then, a bright spot for potential advertisers: Twitter’s daily active users numbers have begun to grow again, reaching a new height of 328 million -- a 6% growth from Q4 of 2016.

\n

That said, to warrant small business ad spend, Twitter needs to corner a much larger portion of the mobile market. Analysts project roughly $58 billion will be spent in 2017 on mobile advertising alone. Twitter is projected to secure only $1.15 billion of that mobile spend, a number that is actually down from last year.

\n

Targeting specific users on Twitter via advertising doesn’t come close to the abilities of Facebook. Of course, you’re able to use interests, gender, and geography as identifiers as is standard across the majority of social advertising channels. You’re also able to upload email lists and create a custom audience.

\n

However, Twitter does offer one edge over Facebook in terms of targeting: going after followers of your competition directly. Small- and medium-sized businesses benefit from this feature by going after Twitter users based on whom they follow. This advantage is made even better by the relatively low number of existing advertisers on the Twitter. If you decide to advertise on Twitter, it’s extremely likely that your ad will be seen by your target audience.

\n

Twitter offers a line of code similar to the Facebook Tracking Pixel in order to help qualify conversions. Once installed onto a landing and thank you page, the conversion code will relay data in order to determine the success of a Twitter ad. Interestingly, despite Twitter’s smaller user base and fewer targeting options on the whole, Twitter ads best Facebook ads in terms of overall clickthrough rates.

\n

It also comes close to matching Facebook ads engagement rate. This can be attributed in part to the way that Twitter users utilize the platform. 49% of monthly Twitter users follow brands and companies. That is gargantuan when compared to the 16% of monthly social media users that follow brands and companies on all social platforms.

\n

Twitter ad spend varies upon which campaign type you select, as well as the bidding system you choose. Advertisers have the option of choosing a lifetime spend or a daily spend amount. The average cost per engagement on Twitter is roughly $1.35 with the average Tweet promotion costing $2.50 to $4.00.

\n

Verdict: Twitter’s primary focus for both organic and paid tweets continues to be conversational. Twitter can be extremely helpful in terms of branding and company introduction. Overall, Twitter’s base of users are engaged with brands and companies in a way that is unique to the social landscape. In its current condition, if you’re going to advertise on Twitter, make sure it’s a small slice of your overall social spend. Rather than paid campaigns on Twitter, consider establishing an active organic account.

\n

Keep an eye out for our follow-up post next week, where Justin will give the ad spend verdict on four more social platforms.

","publish_immediately":false,"campaign_name":null,"campaign_utm":null,"featured_image_alt_text":"WhichSocialMediaPlatformsDeserveYourAdDollars.png","enable_google_amp_output_override":false,"placement_guids":[],"rss_body":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n\n

For many businesses, organic posting on social media is no longer sufficient on its own. With such a high volume of posts -- from individual users and businesses -- on a multitude of channels, the likelihood of your post being seen by a mass audience is unlikely. Just like traditional media outlets like television and radio, the best way to ensure your message is being seen is through paid campaigns.

\n

However, unlike traditional media, paid social posts are increasingly inexpensive and incredibly effective when taking advantage of the advanced targeting options.

\n

The most challenging aspect of social media advertising isn’t setting up the campaign or even tracking your conversions. It’s choosing which platform(s) work best for your specific business needs. Each social channel caters to a very different demographic and optimizes their campaigns in very different ways.

\n

In Part 1 of this two-part blog series, I'll share my advice (and evidence!) on which social networks are worth your ad dollars -- and which are not. Keep reading to get straight to the facts, and you'll be on the fast track to increased revenue in no time.

\n

Facebook

\n

Facebook advertising is a no-brainer for any business, regardless of your particular customer profile. Not only is Facebook the largest social channel with 1.4 billion users across the globe, but 90 million are daily active users. If you’ve heard that Facebook is no longer popular among Millennials, or that it’s shrinking in user growth, don’t believe it. In fact, Facebook continues to grow by roughly 16% each year and 71% of all adults in the U.S. who have access to the internet are active on Facebook.

\n

The size of Facebook’s reach aside, the ability to deliberately target extremely granular audiences is unrivaled by any other social platform.

\n

Looking to target someone aged 18-35 who lives in Nashville, Tenn. who got engaged in the past 6 months and has a net worth of $500,000? Facebook has you covered. How about someone who is recently retired, reads the Wall Street Journal and loves cheeseburgers? Facebook can target that individual, too. The ability to target people based off of location, interests, behavior trends, financial information, and a multitude of other categories make this platform worthy of your ad spend.

\n

Facebook also boasts the ability to retarget potential customers. Typically, only 2% of those who visit your website will make a purchase on their first visit. Using Facebook’s retargeting ability, you’re able to serve ads to the 98% who didn’t convert and reintroduce your brand and products. By utilizing the Facebook pixel, you’re able to track people who have visited your website and serve them an ad specific to what page they visited.

\n

You’re also able to import client information into Facebook to create a custom audience of people who have interacted with your business previously. Have you ever been served an ad from Amazon featuring a particular product just minutes after you viewed that product natively on Amazon.com? That’s Amazon retargeting you with an ad tailored to your browsing history. With Facebook ads, you’re able to utilize the same retargeting method.

\n

Facebook’s analytic dashboard provides an incredible amount of insight into the way your ad is performing in real time. The data is straightforward and easy to consume. Factors like your ad’s frequency, reach, results, user feedback, and cost per result are transparently displayed for your review. That transparency allows you to determine the success of your ad, and make changes if necessary to optimize it’s performance.

\n

Finally, ad spend totals on Facebook are extremely inexpensive. Running campaigns that have a $5 a day ad spend can result in just pennies being spent to reach each individual you want to target. There are also a number of different campaign types that will influence how much you will spend per result. The average cost to reach 100 people on Facebook is 25 cents. When compared to reaching 100 people with Google AdWords (average of $2.75) or with cable television (average of $7), Facebook ads are cost-effective and deliver results.

\n

Verdict: Yes, you need to be advertising on Facebook. Regardless of industry or ad budget, you’ll see results. Just make sure you have an offer that makes sense for your audience and truly do your research into your desired user persona to take full advantage of Facebook’s targeting capabilities.

\n

Pinterest

\n

Last year, I called Pinterest “Social Media’s Best Kept Secret,” and that still rings true today. The majority of advertisers think of Facebook, Twitter, and Instagram as the only platforms that are under the social media umbrella. Although Pinterest doesn’t come close to the amount of daily active users Facebook boasts, the 150 million daily active users it does have are extremely loyal.

\n

Compared to Facebook’s user base, Pinterest is not used by members of every gender, age group, and income level. Instead, 80% of Pinterest’s daily users are female, specifically married housekeeper females with children under the age of 18. These users are very influential when it comes to household purchases. In fact, 40% of Pinterest’s users live in a household with an average income of over $100,000.

\n

Plus, now that Pinterest allows users to shop in-app, the average purchase on the platform is $50 -- the highest conversion dollar amount of any of its competitors, including Facebook and Twitter.

\n

Additionally, Pinterest users plan ahead. The typical Pinner will begin planning and purchasing for holidays at least 60 days before the holiday. That’s 20% earlier than the typical American. By creating a planning calendar (or simply using this one here), you can optimize your sales cycle by getting your seasonal products and services in front of an eager audience on Pinterest.

\n

A recent feature update also solidifies Pinterest as the “visual platform” on social media. Pinterest Lens allows marketers to capture conversions from users who may be at different points on the purchase timeline. The new update allows someone to open his or her camera, take a photo of an object, and Pinterest’s software links to a number of suggested similar products.

\n

This is incredibly powerful in targeting individuals who are impulse buyers. By reducing the amount of friction between the beginning of the buying cycle and the end conversion, marketers can quickly introduce a product to an interested user and accelerate purchases.

\n

Pinterest also has a rather robust targeting platform. While certainly not in the same league as Facebook’s targeting ability, Pinterest can segment its users by location, interest, gender, and device. Cost per ad varies depending on the campaign type and can cost anywhere from 27 cents for an engagement campaign to $1.52 with an ad optimized for website clicks.

\n

Verdict: Pinterest may still be developing its advertising capabilities, but it’s a platform that’s worth your attention. If your target audience contains wealthy females with specific interests in cooking, gardening, and seasonal products and holidays, Pinterest is a must. But if your desired demographic doesn’t match the Pinterest user base, don’t invest any ad dollars right now.

\n

Twitter

\n

Twitter was met with a mildly optimistic welcome when it came onto the scene in 2007. Millennials, in particular, took to the new platform as a way to avoid their parents who were now beginning to join Facebook en masse. As celebrities, news outlets, and social media influencers began touting Twitter as a different type of social experience, Twitter quickly ballooned to roughly 300 million daily active users in 2015.

\n

Unfortunately, Twitter has adopted a negative reputation among its social competitors. After 2015, daily active users stagnated for over a year despite Twitter’s attempts to increase its visual content. Twitter’s stock price plummeted and rumors of a buyout made the company look like it was on life support.

\n

But then, a bright spot for potential advertisers: Twitter’s daily active users numbers have begun to grow again, reaching a new height of 328 million -- a 6% growth from Q4 of 2016.

\n

That said, to warrant small business ad spend, Twitter needs to corner a much larger portion of the mobile market. Analysts project roughly $58 billion will be spent in 2017 on mobile advertising alone. Twitter is projected to secure only $1.15 billion of that mobile spend, a number that is actually down from last year.

\n

Targeting specific users on Twitter via advertising doesn’t come close to the abilities of Facebook. Of course, you’re able to use interests, gender, and geography as identifiers as is standard across the majority of social advertising channels. You’re also able to upload email lists and create a custom audience.

\n

However, Twitter does offer one edge over Facebook in terms of targeting: going after followers of your competition directly. Small- and medium-sized businesses benefit from this feature by going after Twitter users based on whom they follow. This advantage is made even better by the relatively low number of existing advertisers on the Twitter. If you decide to advertise on Twitter, it’s extremely likely that your ad will be seen by your target audience.

\n

Twitter offers a line of code similar to the Facebook Tracking Pixel in order to help qualify conversions. Once installed onto a landing and thank you page, the conversion code will relay data in order to determine the success of a Twitter ad. Interestingly, despite Twitter’s smaller user base and fewer targeting options on the whole, Twitter ads best Facebook ads in terms of overall clickthrough rates.

\n

It also comes close to matching Facebook ads engagement rate. This can be attributed in part to the way that Twitter users utilize the platform. 49% of monthly Twitter users follow brands and companies. That is gargantuan when compared to the 16% of monthly social media users that follow brands and companies on all social platforms.

\n

Twitter ad spend varies upon which campaign type you select, as well as the bidding system you choose. Advertisers have the option of choosing a lifetime spend or a daily spend amount. The average cost per engagement on Twitter is roughly $1.35 with the average Tweet promotion costing $2.50 to $4.00.

\n

Verdict: Twitter’s primary focus for both organic and paid tweets continues to be conversational. Twitter can be extremely helpful in terms of branding and company introduction. Overall, Twitter’s base of users are engaged with brands and companies in a way that is unique to the social landscape. In its current condition, if you’re going to advertise on Twitter, make sure it’s a small slice of your overall social spend. Rather than paid campaigns on Twitter, consider establishing an active organic account.

\n

Keep an eye out for our follow-up post next week, where Justin will give the ad spend verdict on four more social platforms.

","rss_summary":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n","blog_post_schedule_task_uid":null,"blog_publish_to_social_media_task":"DONE","blog_publish_instant_email_task_uid":"DONE","page_redirected":false,"personas":[],"tweet_immediately":false,"unpublished_at":0},"meta_description":"Which social media platforms deserve your ad dollars? Learn which social networks are worth your ad spend.","name":"Which Social Media Platforms Deserve Your Ad Dollars? (Part One)","page_redirected":false,"page_title":"Which Social Media Platforms Deserve Your Ad Dollars? (Part One)","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":[],"portal_id":160334,"post_body":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n\n

For many businesses, organic posting on social media is no longer sufficient on its own. With such a high volume of posts -- from individual users and businesses -- on a multitude of channels, the likelihood of your post being seen by a mass audience is unlikely. Just like traditional media outlets like television and radio, the best way to ensure your message is being seen is through paid campaigns.

\n

However, unlike traditional media, paid social posts are increasingly inexpensive and incredibly effective when taking advantage of the advanced targeting options.

\n

The most challenging aspect of social media advertising isn’t setting up the campaign or even tracking your conversions. It’s choosing which platform(s) work best for your specific business needs. Each social channel caters to a very different demographic and optimizes their campaigns in very different ways.

\n

In Part 1 of this two-part blog series, I'll share my advice (and evidence!) on which social networks are worth your ad dollars -- and which are not. Keep reading to get straight to the facts, and you'll be on the fast track to increased revenue in no time.

\n

Facebook

\n

Facebook advertising is a no-brainer for any business, regardless of your particular customer profile. Not only is Facebook the largest social channel with 1.4 billion users across the globe, but 90 million are daily active users. If you’ve heard that Facebook is no longer popular among Millennials, or that it’s shrinking in user growth, don’t believe it. In fact, Facebook continues to grow by roughly 16% each year and 71% of all adults in the U.S. who have access to the internet are active on Facebook.

\n

The size of Facebook’s reach aside, the ability to deliberately target extremely granular audiences is unrivaled by any other social platform.

\n

Looking to target someone aged 18-35 who lives in Nashville, Tenn. who got engaged in the past 6 months and has a net worth of $500,000? Facebook has you covered. How about someone who is recently retired, reads the Wall Street Journal and loves cheeseburgers? Facebook can target that individual, too. The ability to target people based off of location, interests, behavior trends, financial information, and a multitude of other categories make this platform worthy of your ad spend.

\n

Facebook also boasts the ability to retarget potential customers. Typically, only 2% of those who visit your website will make a purchase on their first visit. Using Facebook’s retargeting ability, you’re able to serve ads to the 98% who didn’t convert and reintroduce your brand and products. By utilizing the Facebook pixel, you’re able to track people who have visited your website and serve them an ad specific to what page they visited.

\n

You’re also able to import client information into Facebook to create a custom audience of people who have interacted with your business previously. Have you ever been served an ad from Amazon featuring a particular product just minutes after you viewed that product natively on Amazon.com? That’s Amazon retargeting you with an ad tailored to your browsing history. With Facebook ads, you’re able to utilize the same retargeting method.

\n

Facebook’s analytic dashboard provides an incredible amount of insight into the way your ad is performing in real time. The data is straightforward and easy to consume. Factors like your ad’s frequency, reach, results, user feedback, and cost per result are transparently displayed for your review. That transparency allows you to determine the success of your ad, and make changes if necessary to optimize it’s performance.

\n

Finally, ad spend totals on Facebook are extremely inexpensive. Running campaigns that have a $5 a day ad spend can result in just pennies being spent to reach each individual you want to target. There are also a number of different campaign types that will influence how much you will spend per result. The average cost to reach 100 people on Facebook is 25 cents. When compared to reaching 100 people with Google AdWords (average of $2.75) or with cable television (average of $7), Facebook ads are cost-effective and deliver results.

\n

Verdict: Yes, you need to be advertising on Facebook. Regardless of industry or ad budget, you’ll see results. Just make sure you have an offer that makes sense for your audience and truly do your research into your desired user persona to take full advantage of Facebook’s targeting capabilities.

\n

Pinterest

\n

Last year, I called Pinterest “Social Media’s Best Kept Secret,” and that still rings true today. The majority of advertisers think of Facebook, Twitter, and Instagram as the only platforms that are under the social media umbrella. Although Pinterest doesn’t come close to the amount of daily active users Facebook boasts, the 150 million daily active users it does have are extremely loyal.

\n

Compared to Facebook’s user base, Pinterest is not used by members of every gender, age group, and income level. Instead, 80% of Pinterest’s daily users are female, specifically married housekeeper females with children under the age of 18. These users are very influential when it comes to household purchases. In fact, 40% of Pinterest’s users live in a household with an average income of over $100,000.

\n

Plus, now that Pinterest allows users to shop in-app, the average purchase on the platform is $50 -- the highest conversion dollar amount of any of its competitors, including Facebook and Twitter.

\n

Additionally, Pinterest users plan ahead. The typical Pinner will begin planning and purchasing for holidays at least 60 days before the holiday. That’s 20% earlier than the typical American. By creating a planning calendar (or simply using this one here), you can optimize your sales cycle by getting your seasonal products and services in front of an eager audience on Pinterest.

\n

A recent feature update also solidifies Pinterest as the “visual platform” on social media. Pinterest Lens allows marketers to capture conversions from users who may be at different points on the purchase timeline. The new update allows someone to open his or her camera, take a photo of an object, and Pinterest’s software links to a number of suggested similar products.

\n

This is incredibly powerful in targeting individuals who are impulse buyers. By reducing the amount of friction between the beginning of the buying cycle and the end conversion, marketers can quickly introduce a product to an interested user and accelerate purchases.

\n

Pinterest also has a rather robust targeting platform. While certainly not in the same league as Facebook’s targeting ability, Pinterest can segment its users by location, interest, gender, and device. Cost per ad varies depending on the campaign type and can cost anywhere from 27 cents for an engagement campaign to $1.52 with an ad optimized for website clicks.

\n

Verdict: Pinterest may still be developing its advertising capabilities, but it’s a platform that’s worth your attention. If your target audience contains wealthy females with specific interests in cooking, gardening, and seasonal products and holidays, Pinterest is a must. But if your desired demographic doesn’t match the Pinterest user base, don’t invest any ad dollars right now.

\n

Twitter

\n

Twitter was met with a mildly optimistic welcome when it came onto the scene in 2007. Millennials, in particular, took to the new platform as a way to avoid their parents who were now beginning to join Facebook en masse. As celebrities, news outlets, and social media influencers began touting Twitter as a different type of social experience, Twitter quickly ballooned to roughly 300 million daily active users in 2015.

\n

Unfortunately, Twitter has adopted a negative reputation among its social competitors. After 2015, daily active users stagnated for over a year despite Twitter’s attempts to increase its visual content. Twitter’s stock price plummeted and rumors of a buyout made the company look like it was on life support.

\n

But then, a bright spot for potential advertisers: Twitter’s daily active users numbers have begun to grow again, reaching a new height of 328 million -- a 6% growth from Q4 of 2016.

\n

That said, to warrant small business ad spend, Twitter needs to corner a much larger portion of the mobile market. Analysts project roughly $58 billion will be spent in 2017 on mobile advertising alone. Twitter is projected to secure only $1.15 billion of that mobile spend, a number that is actually down from last year.

\n

Targeting specific users on Twitter via advertising doesn’t come close to the abilities of Facebook. Of course, you’re able to use interests, gender, and geography as identifiers as is standard across the majority of social advertising channels. You’re also able to upload email lists and create a custom audience.

\n

However, Twitter does offer one edge over Facebook in terms of targeting: going after followers of your competition directly. Small- and medium-sized businesses benefit from this feature by going after Twitter users based on whom they follow. This advantage is made even better by the relatively low number of existing advertisers on the Twitter. If you decide to advertise on Twitter, it’s extremely likely that your ad will be seen by your target audience.

\n

Twitter offers a line of code similar to the Facebook Tracking Pixel in order to help qualify conversions. Once installed onto a landing and thank you page, the conversion code will relay data in order to determine the success of a Twitter ad. Interestingly, despite Twitter’s smaller user base and fewer targeting options on the whole, Twitter ads best Facebook ads in terms of overall clickthrough rates.

\n

It also comes close to matching Facebook ads engagement rate. This can be attributed in part to the way that Twitter users utilize the platform. 49% of monthly Twitter users follow brands and companies. That is gargantuan when compared to the 16% of monthly social media users that follow brands and companies on all social platforms.

\n

Twitter ad spend varies upon which campaign type you select, as well as the bidding system you choose. Advertisers have the option of choosing a lifetime spend or a daily spend amount. The average cost per engagement on Twitter is roughly $1.35 with the average Tweet promotion costing $2.50 to $4.00.

\n

Verdict: Twitter’s primary focus for both organic and paid tweets continues to be conversational. Twitter can be extremely helpful in terms of branding and company introduction. Overall, Twitter’s base of users are engaged with brands and companies in a way that is unique to the social landscape. In its current condition, if you’re going to advertise on Twitter, make sure it’s a small slice of your overall social spend. Rather than paid campaigns on Twitter, consider establishing an active organic account.

\n

Keep an eye out for our follow-up post next week, where Justin will give the ad spend verdict on four more social platforms.

","post_body_rss":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n\n

For many businesses, organic posting on social media is no longer sufficient on its own. With such a high volume of posts -- from individual users and businesses -- on a multitude of channels, the likelihood of your post being seen by a mass audience is unlikely. Just like traditional media outlets like television and radio, the best way to ensure your message is being seen is through paid campaigns.

\n

However, unlike traditional media, paid social posts are increasingly inexpensive and incredibly effective when taking advantage of the advanced targeting options.

\n

The most challenging aspect of social media advertising isn’t setting up the campaign or even tracking your conversions. It’s choosing which platform(s) work best for your specific business needs. Each social channel caters to a very different demographic and optimizes their campaigns in very different ways.

\n

In Part 1 of this two-part blog series, I'll share my advice (and evidence!) on which social networks are worth your ad dollars -- and which are not. Keep reading to get straight to the facts, and you'll be on the fast track to increased revenue in no time.

\n

Facebook

\n

Facebook advertising is a no-brainer for any business, regardless of your particular customer profile. Not only is Facebook the largest social channel with 1.4 billion users across the globe, but 90 million are daily active users. If you’ve heard that Facebook is no longer popular among Millennials, or that it’s shrinking in user growth, don’t believe it. In fact, Facebook continues to grow by roughly 16% each year and 71% of all adults in the U.S. who have access to the internet are active on Facebook.

\n

The size of Facebook’s reach aside, the ability to deliberately target extremely granular audiences is unrivaled by any other social platform.

\n

Looking to target someone aged 18-35 who lives in Nashville, Tenn. who got engaged in the past 6 months and has a net worth of $500,000? Facebook has you covered. How about someone who is recently retired, reads the Wall Street Journal and loves cheeseburgers? Facebook can target that individual, too. The ability to target people based off of location, interests, behavior trends, financial information, and a multitude of other categories make this platform worthy of your ad spend.

\n

Facebook also boasts the ability to retarget potential customers. Typically, only 2% of those who visit your website will make a purchase on their first visit. Using Facebook’s retargeting ability, you’re able to serve ads to the 98% who didn’t convert and reintroduce your brand and products. By utilizing the Facebook pixel, you’re able to track people who have visited your website and serve them an ad specific to what page they visited.

\n

You’re also able to import client information into Facebook to create a custom audience of people who have interacted with your business previously. Have you ever been served an ad from Amazon featuring a particular product just minutes after you viewed that product natively on Amazon.com? That’s Amazon retargeting you with an ad tailored to your browsing history. With Facebook ads, you’re able to utilize the same retargeting method.

\n

Facebook’s analytic dashboard provides an incredible amount of insight into the way your ad is performing in real time. The data is straightforward and easy to consume. Factors like your ad’s frequency, reach, results, user feedback, and cost per result are transparently displayed for your review. That transparency allows you to determine the success of your ad, and make changes if necessary to optimize it’s performance.

\n

Finally, ad spend totals on Facebook are extremely inexpensive. Running campaigns that have a $5 a day ad spend can result in just pennies being spent to reach each individual you want to target. There are also a number of different campaign types that will influence how much you will spend per result. The average cost to reach 100 people on Facebook is 25 cents. When compared to reaching 100 people with Google AdWords (average of $2.75) or with cable television (average of $7), Facebook ads are cost-effective and deliver results.

\n

Verdict: Yes, you need to be advertising on Facebook. Regardless of industry or ad budget, you’ll see results. Just make sure you have an offer that makes sense for your audience and truly do your research into your desired user persona to take full advantage of Facebook’s targeting capabilities.

\n

Pinterest

\n

Last year, I called Pinterest “Social Media’s Best Kept Secret,” and that still rings true today. The majority of advertisers think of Facebook, Twitter, and Instagram as the only platforms that are under the social media umbrella. Although Pinterest doesn’t come close to the amount of daily active users Facebook boasts, the 150 million daily active users it does have are extremely loyal.

\n

Compared to Facebook’s user base, Pinterest is not used by members of every gender, age group, and income level. Instead, 80% of Pinterest’s daily users are female, specifically married housekeeper females with children under the age of 18. These users are very influential when it comes to household purchases. In fact, 40% of Pinterest’s users live in a household with an average income of over $100,000.

\n

Plus, now that Pinterest allows users to shop in-app, the average purchase on the platform is $50 -- the highest conversion dollar amount of any of its competitors, including Facebook and Twitter.

\n

Additionally, Pinterest users plan ahead. The typical Pinner will begin planning and purchasing for holidays at least 60 days before the holiday. That’s 20% earlier than the typical American. By creating a planning calendar (or simply using this one here), you can optimize your sales cycle by getting your seasonal products and services in front of an eager audience on Pinterest.

\n

A recent feature update also solidifies Pinterest as the “visual platform” on social media. Pinterest Lens allows marketers to capture conversions from users who may be at different points on the purchase timeline. The new update allows someone to open his or her camera, take a photo of an object, and Pinterest’s software links to a number of suggested similar products.

\n

This is incredibly powerful in targeting individuals who are impulse buyers. By reducing the amount of friction between the beginning of the buying cycle and the end conversion, marketers can quickly introduce a product to an interested user and accelerate purchases.

\n

Pinterest also has a rather robust targeting platform. While certainly not in the same league as Facebook’s targeting ability, Pinterest can segment its users by location, interest, gender, and device. Cost per ad varies depending on the campaign type and can cost anywhere from 27 cents for an engagement campaign to $1.52 with an ad optimized for website clicks.

\n

Verdict: Pinterest may still be developing its advertising capabilities, but it’s a platform that’s worth your attention. If your target audience contains wealthy females with specific interests in cooking, gardening, and seasonal products and holidays, Pinterest is a must. But if your desired demographic doesn’t match the Pinterest user base, don’t invest any ad dollars right now.

\n

Twitter

\n

Twitter was met with a mildly optimistic welcome when it came onto the scene in 2007. Millennials, in particular, took to the new platform as a way to avoid their parents who were now beginning to join Facebook en masse. As celebrities, news outlets, and social media influencers began touting Twitter as a different type of social experience, Twitter quickly ballooned to roughly 300 million daily active users in 2015.

\n

Unfortunately, Twitter has adopted a negative reputation among its social competitors. After 2015, daily active users stagnated for over a year despite Twitter’s attempts to increase its visual content. Twitter’s stock price plummeted and rumors of a buyout made the company look like it was on life support.

\n

But then, a bright spot for potential advertisers: Twitter’s daily active users numbers have begun to grow again, reaching a new height of 328 million -- a 6% growth from Q4 of 2016.

\n

That said, to warrant small business ad spend, Twitter needs to corner a much larger portion of the mobile market. Analysts project roughly $58 billion will be spent in 2017 on mobile advertising alone. Twitter is projected to secure only $1.15 billion of that mobile spend, a number that is actually down from last year.

\n

Targeting specific users on Twitter via advertising doesn’t come close to the abilities of Facebook. Of course, you’re able to use interests, gender, and geography as identifiers as is standard across the majority of social advertising channels. You’re also able to upload email lists and create a custom audience.

\n

However, Twitter does offer one edge over Facebook in terms of targeting: going after followers of your competition directly. Small- and medium-sized businesses benefit from this feature by going after Twitter users based on whom they follow. This advantage is made even better by the relatively low number of existing advertisers on the Twitter. If you decide to advertise on Twitter, it’s extremely likely that your ad will be seen by your target audience.

\n

Twitter offers a line of code similar to the Facebook Tracking Pixel in order to help qualify conversions. Once installed onto a landing and thank you page, the conversion code will relay data in order to determine the success of a Twitter ad. Interestingly, despite Twitter’s smaller user base and fewer targeting options on the whole, Twitter ads best Facebook ads in terms of overall clickthrough rates.

\n

It also comes close to matching Facebook ads engagement rate. This can be attributed in part to the way that Twitter users utilize the platform. 49% of monthly Twitter users follow brands and companies. That is gargantuan when compared to the 16% of monthly social media users that follow brands and companies on all social platforms.

\n

Twitter ad spend varies upon which campaign type you select, as well as the bidding system you choose. Advertisers have the option of choosing a lifetime spend or a daily spend amount. The average cost per engagement on Twitter is roughly $1.35 with the average Tweet promotion costing $2.50 to $4.00.

\n

Verdict: Twitter’s primary focus for both organic and paid tweets continues to be conversational. Twitter can be extremely helpful in terms of branding and company introduction. Overall, Twitter’s base of users are engaged with brands and companies in a way that is unique to the social landscape. In its current condition, if you’re going to advertise on Twitter, make sure it’s a small slice of your overall social spend. Rather than paid campaigns on Twitter, consider establishing an active organic account.

\n

Keep an eye out for our follow-up post next week, where Justin will give the ad spend verdict on four more social platforms.

","post_email_content":"\n \n \n

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n \n","post_email_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/WhichSocialMediaPlatformsDeserveYourAdDollars.png","post_featured_image_if_enabled":"https://cdn2.hubspot.net/hubfs/160334/WhichSocialMediaPlatformsDeserveYourAdDollars.png","post_list_content":"\n \n \n

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n \n","post_list_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/WhichSocialMediaPlatformsDeserveYourAdDollars.png","post_rss_content":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n\n

For many businesses, organic posting on social media is no longer sufficient on its own. With such a high volume of posts -- from individual users and businesses -- on a multitude of channels, the likelihood of your post being seen by a mass audience is unlikely. Just like traditional media outlets like television and radio, the best way to ensure your message is being seen is through paid campaigns.

\n

However, unlike traditional media, paid social posts are increasingly inexpensive and incredibly effective when taking advantage of the advanced targeting options.

\n

The most challenging aspect of social media advertising isn’t setting up the campaign or even tracking your conversions. It’s choosing which platform(s) work best for your specific business needs. Each social channel caters to a very different demographic and optimizes their campaigns in very different ways.

\n

In Part 1 of this two-part blog series, I'll share my advice (and evidence!) on which social networks are worth your ad dollars -- and which are not. Keep reading to get straight to the facts, and you'll be on the fast track to increased revenue in no time.

\n

Facebook

\n

Facebook advertising is a no-brainer for any business, regardless of your particular customer profile. Not only is Facebook the largest social channel with 1.4 billion users across the globe, but 90 million are daily active users. If you’ve heard that Facebook is no longer popular among Millennials, or that it’s shrinking in user growth, don’t believe it. In fact, Facebook continues to grow by roughly 16% each year and 71% of all adults in the U.S. who have access to the internet are active on Facebook.

\n

The size of Facebook’s reach aside, the ability to deliberately target extremely granular audiences is unrivaled by any other social platform.

\n

Looking to target someone aged 18-35 who lives in Nashville, Tenn. who got engaged in the past 6 months and has a net worth of $500,000? Facebook has you covered. How about someone who is recently retired, reads the Wall Street Journal and loves cheeseburgers? Facebook can target that individual, too. The ability to target people based off of location, interests, behavior trends, financial information, and a multitude of other categories make this platform worthy of your ad spend.

\n

Facebook also boasts the ability to retarget potential customers. Typically, only 2% of those who visit your website will make a purchase on their first visit. Using Facebook’s retargeting ability, you’re able to serve ads to the 98% who didn’t convert and reintroduce your brand and products. By utilizing the Facebook pixel, you’re able to track people who have visited your website and serve them an ad specific to what page they visited.

\n

You’re also able to import client information into Facebook to create a custom audience of people who have interacted with your business previously. Have you ever been served an ad from Amazon featuring a particular product just minutes after you viewed that product natively on Amazon.com? That’s Amazon retargeting you with an ad tailored to your browsing history. With Facebook ads, you’re able to utilize the same retargeting method.

\n

Facebook’s analytic dashboard provides an incredible amount of insight into the way your ad is performing in real time. The data is straightforward and easy to consume. Factors like your ad’s frequency, reach, results, user feedback, and cost per result are transparently displayed for your review. That transparency allows you to determine the success of your ad, and make changes if necessary to optimize it’s performance.

\n

Finally, ad spend totals on Facebook are extremely inexpensive. Running campaigns that have a $5 a day ad spend can result in just pennies being spent to reach each individual you want to target. There are also a number of different campaign types that will influence how much you will spend per result. The average cost to reach 100 people on Facebook is 25 cents. When compared to reaching 100 people with Google AdWords (average of $2.75) or with cable television (average of $7), Facebook ads are cost-effective and deliver results.

\n

Verdict: Yes, you need to be advertising on Facebook. Regardless of industry or ad budget, you’ll see results. Just make sure you have an offer that makes sense for your audience and truly do your research into your desired user persona to take full advantage of Facebook’s targeting capabilities.

\n

Pinterest

\n

Last year, I called Pinterest “Social Media’s Best Kept Secret,” and that still rings true today. The majority of advertisers think of Facebook, Twitter, and Instagram as the only platforms that are under the social media umbrella. Although Pinterest doesn’t come close to the amount of daily active users Facebook boasts, the 150 million daily active users it does have are extremely loyal.

\n

Compared to Facebook’s user base, Pinterest is not used by members of every gender, age group, and income level. Instead, 80% of Pinterest’s daily users are female, specifically married housekeeper females with children under the age of 18. These users are very influential when it comes to household purchases. In fact, 40% of Pinterest’s users live in a household with an average income of over $100,000.

\n

Plus, now that Pinterest allows users to shop in-app, the average purchase on the platform is $50 -- the highest conversion dollar amount of any of its competitors, including Facebook and Twitter.

\n

Additionally, Pinterest users plan ahead. The typical Pinner will begin planning and purchasing for holidays at least 60 days before the holiday. That’s 20% earlier than the typical American. By creating a planning calendar (or simply using this one here), you can optimize your sales cycle by getting your seasonal products and services in front of an eager audience on Pinterest.

\n

A recent feature update also solidifies Pinterest as the “visual platform” on social media. Pinterest Lens allows marketers to capture conversions from users who may be at different points on the purchase timeline. The new update allows someone to open his or her camera, take a photo of an object, and Pinterest’s software links to a number of suggested similar products.

\n

This is incredibly powerful in targeting individuals who are impulse buyers. By reducing the amount of friction between the beginning of the buying cycle and the end conversion, marketers can quickly introduce a product to an interested user and accelerate purchases.

\n

Pinterest also has a rather robust targeting platform. While certainly not in the same league as Facebook’s targeting ability, Pinterest can segment its users by location, interest, gender, and device. Cost per ad varies depending on the campaign type and can cost anywhere from 27 cents for an engagement campaign to $1.52 with an ad optimized for website clicks.

\n

Verdict: Pinterest may still be developing its advertising capabilities, but it’s a platform that’s worth your attention. If your target audience contains wealthy females with specific interests in cooking, gardening, and seasonal products and holidays, Pinterest is a must. But if your desired demographic doesn’t match the Pinterest user base, don’t invest any ad dollars right now.

\n

Twitter

\n

Twitter was met with a mildly optimistic welcome when it came onto the scene in 2007. Millennials, in particular, took to the new platform as a way to avoid their parents who were now beginning to join Facebook en masse. As celebrities, news outlets, and social media influencers began touting Twitter as a different type of social experience, Twitter quickly ballooned to roughly 300 million daily active users in 2015.

\n

Unfortunately, Twitter has adopted a negative reputation among its social competitors. After 2015, daily active users stagnated for over a year despite Twitter’s attempts to increase its visual content. Twitter’s stock price plummeted and rumors of a buyout made the company look like it was on life support.

\n

But then, a bright spot for potential advertisers: Twitter’s daily active users numbers have begun to grow again, reaching a new height of 328 million -- a 6% growth from Q4 of 2016.

\n

That said, to warrant small business ad spend, Twitter needs to corner a much larger portion of the mobile market. Analysts project roughly $58 billion will be spent in 2017 on mobile advertising alone. Twitter is projected to secure only $1.15 billion of that mobile spend, a number that is actually down from last year.

\n

Targeting specific users on Twitter via advertising doesn’t come close to the abilities of Facebook. Of course, you’re able to use interests, gender, and geography as identifiers as is standard across the majority of social advertising channels. You’re also able to upload email lists and create a custom audience.

\n

However, Twitter does offer one edge over Facebook in terms of targeting: going after followers of your competition directly. Small- and medium-sized businesses benefit from this feature by going after Twitter users based on whom they follow. This advantage is made even better by the relatively low number of existing advertisers on the Twitter. If you decide to advertise on Twitter, it’s extremely likely that your ad will be seen by your target audience.

\n

Twitter offers a line of code similar to the Facebook Tracking Pixel in order to help qualify conversions. Once installed onto a landing and thank you page, the conversion code will relay data in order to determine the success of a Twitter ad. Interestingly, despite Twitter’s smaller user base and fewer targeting options on the whole, Twitter ads best Facebook ads in terms of overall clickthrough rates.

\n

It also comes close to matching Facebook ads engagement rate. This can be attributed in part to the way that Twitter users utilize the platform. 49% of monthly Twitter users follow brands and companies. That is gargantuan when compared to the 16% of monthly social media users that follow brands and companies on all social platforms.

\n

Twitter ad spend varies upon which campaign type you select, as well as the bidding system you choose. Advertisers have the option of choosing a lifetime spend or a daily spend amount. The average cost per engagement on Twitter is roughly $1.35 with the average Tweet promotion costing $2.50 to $4.00.

\n

Verdict: Twitter’s primary focus for both organic and paid tweets continues to be conversational. Twitter can be extremely helpful in terms of branding and company introduction. Overall, Twitter’s base of users are engaged with brands and companies in a way that is unique to the social landscape. In its current condition, if you’re going to advertise on Twitter, make sure it’s a small slice of your overall social spend. Rather than paid campaigns on Twitter, consider establishing an active organic account.

\n

Keep an eye out for our follow-up post next week, where Justin will give the ad spend verdict on four more social platforms.

","post_rss_summary_featured_image":"","post_summary":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n","post_summary_rss":"\n \n \n

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"WULcDrXC","processing_status":"PUBLISHED","publish_date":1496152800000,"publish_date_local_time":1496152800000,"publish_date_localized":{"date":1496152800000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":false,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/which-social-media-platforms-deserve-your-ad-dollars","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n\n

For many businesses, organic posting on social media is no longer sufficient on its own. With such a high volume of posts -- from individual users and businesses -- on a multitude of channels, the likelihood of your post being seen by a mass audience is unlikely. Just like traditional media outlets like television and radio, the best way to ensure your message is being seen is through paid campaigns.

\n

However, unlike traditional media, paid social posts are increasingly inexpensive and incredibly effective when taking advantage of the advanced targeting options.

\n

The most challenging aspect of social media advertising isn’t setting up the campaign or even tracking your conversions. It’s choosing which platform(s) work best for your specific business needs. Each social channel caters to a very different demographic and optimizes their campaigns in very different ways.

\n

In Part 1 of this two-part blog series, I'll share my advice (and evidence!) on which social networks are worth your ad dollars -- and which are not. Keep reading to get straight to the facts, and you'll be on the fast track to increased revenue in no time.

\n

Facebook

\n

Facebook advertising is a no-brainer for any business, regardless of your particular customer profile. Not only is Facebook the largest social channel with 1.4 billion users across the globe, but 90 million are daily active users. If you’ve heard that Facebook is no longer popular among Millennials, or that it’s shrinking in user growth, don’t believe it. In fact, Facebook continues to grow by roughly 16% each year and 71% of all adults in the U.S. who have access to the internet are active on Facebook.

\n

The size of Facebook’s reach aside, the ability to deliberately target extremely granular audiences is unrivaled by any other social platform.

\n

Looking to target someone aged 18-35 who lives in Nashville, Tenn. who got engaged in the past 6 months and has a net worth of $500,000? Facebook has you covered. How about someone who is recently retired, reads the Wall Street Journal and loves cheeseburgers? Facebook can target that individual, too. The ability to target people based off of location, interests, behavior trends, financial information, and a multitude of other categories make this platform worthy of your ad spend.

\n

Facebook also boasts the ability to retarget potential customers. Typically, only 2% of those who visit your website will make a purchase on their first visit. Using Facebook’s retargeting ability, you’re able to serve ads to the 98% who didn’t convert and reintroduce your brand and products. By utilizing the Facebook pixel, you’re able to track people who have visited your website and serve them an ad specific to what page they visited.

\n

You’re also able to import client information into Facebook to create a custom audience of people who have interacted with your business previously. Have you ever been served an ad from Amazon featuring a particular product just minutes after you viewed that product natively on Amazon.com? That’s Amazon retargeting you with an ad tailored to your browsing history. With Facebook ads, you’re able to utilize the same retargeting method.

\n

Facebook’s analytic dashboard provides an incredible amount of insight into the way your ad is performing in real time. The data is straightforward and easy to consume. Factors like your ad’s frequency, reach, results, user feedback, and cost per result are transparently displayed for your review. That transparency allows you to determine the success of your ad, and make changes if necessary to optimize it’s performance.

\n

Finally, ad spend totals on Facebook are extremely inexpensive. Running campaigns that have a $5 a day ad spend can result in just pennies being spent to reach each individual you want to target. There are also a number of different campaign types that will influence how much you will spend per result. The average cost to reach 100 people on Facebook is 25 cents. When compared to reaching 100 people with Google AdWords (average of $2.75) or with cable television (average of $7), Facebook ads are cost-effective and deliver results.

\n

Verdict: Yes, you need to be advertising on Facebook. Regardless of industry or ad budget, you’ll see results. Just make sure you have an offer that makes sense for your audience and truly do your research into your desired user persona to take full advantage of Facebook’s targeting capabilities.

\n

Pinterest

\n

Last year, I called Pinterest “Social Media’s Best Kept Secret,” and that still rings true today. The majority of advertisers think of Facebook, Twitter, and Instagram as the only platforms that are under the social media umbrella. Although Pinterest doesn’t come close to the amount of daily active users Facebook boasts, the 150 million daily active users it does have are extremely loyal.

\n

Compared to Facebook’s user base, Pinterest is not used by members of every gender, age group, and income level. Instead, 80% of Pinterest’s daily users are female, specifically married housekeeper females with children under the age of 18. These users are very influential when it comes to household purchases. In fact, 40% of Pinterest’s users live in a household with an average income of over $100,000.

\n

Plus, now that Pinterest allows users to shop in-app, the average purchase on the platform is $50 -- the highest conversion dollar amount of any of its competitors, including Facebook and Twitter.

\n

Additionally, Pinterest users plan ahead. The typical Pinner will begin planning and purchasing for holidays at least 60 days before the holiday. That’s 20% earlier than the typical American. By creating a planning calendar (or simply using this one here), you can optimize your sales cycle by getting your seasonal products and services in front of an eager audience on Pinterest.

\n

A recent feature update also solidifies Pinterest as the “visual platform” on social media. Pinterest Lens allows marketers to capture conversions from users who may be at different points on the purchase timeline. The new update allows someone to open his or her camera, take a photo of an object, and Pinterest’s software links to a number of suggested similar products.

\n

This is incredibly powerful in targeting individuals who are impulse buyers. By reducing the amount of friction between the beginning of the buying cycle and the end conversion, marketers can quickly introduce a product to an interested user and accelerate purchases.

\n

Pinterest also has a rather robust targeting platform. While certainly not in the same league as Facebook’s targeting ability, Pinterest can segment its users by location, interest, gender, and device. Cost per ad varies depending on the campaign type and can cost anywhere from 27 cents for an engagement campaign to $1.52 with an ad optimized for website clicks.

\n

Verdict: Pinterest may still be developing its advertising capabilities, but it’s a platform that’s worth your attention. If your target audience contains wealthy females with specific interests in cooking, gardening, and seasonal products and holidays, Pinterest is a must. But if your desired demographic doesn’t match the Pinterest user base, don’t invest any ad dollars right now.

\n

Twitter

\n

Twitter was met with a mildly optimistic welcome when it came onto the scene in 2007. Millennials, in particular, took to the new platform as a way to avoid their parents who were now beginning to join Facebook en masse. As celebrities, news outlets, and social media influencers began touting Twitter as a different type of social experience, Twitter quickly ballooned to roughly 300 million daily active users in 2015.

\n

Unfortunately, Twitter has adopted a negative reputation among its social competitors. After 2015, daily active users stagnated for over a year despite Twitter’s attempts to increase its visual content. Twitter’s stock price plummeted and rumors of a buyout made the company look like it was on life support.

\n

But then, a bright spot for potential advertisers: Twitter’s daily active users numbers have begun to grow again, reaching a new height of 328 million -- a 6% growth from Q4 of 2016.

\n

That said, to warrant small business ad spend, Twitter needs to corner a much larger portion of the mobile market. Analysts project roughly $58 billion will be spent in 2017 on mobile advertising alone. Twitter is projected to secure only $1.15 billion of that mobile spend, a number that is actually down from last year.

\n

Targeting specific users on Twitter via advertising doesn’t come close to the abilities of Facebook. Of course, you’re able to use interests, gender, and geography as identifiers as is standard across the majority of social advertising channels. You’re also able to upload email lists and create a custom audience.

\n

However, Twitter does offer one edge over Facebook in terms of targeting: going after followers of your competition directly. Small- and medium-sized businesses benefit from this feature by going after Twitter users based on whom they follow. This advantage is made even better by the relatively low number of existing advertisers on the Twitter. If you decide to advertise on Twitter, it’s extremely likely that your ad will be seen by your target audience.

\n

Twitter offers a line of code similar to the Facebook Tracking Pixel in order to help qualify conversions. Once installed onto a landing and thank you page, the conversion code will relay data in order to determine the success of a Twitter ad. Interestingly, despite Twitter’s smaller user base and fewer targeting options on the whole, Twitter ads best Facebook ads in terms of overall clickthrough rates.

\n

It also comes close to matching Facebook ads engagement rate. This can be attributed in part to the way that Twitter users utilize the platform. 49% of monthly Twitter users follow brands and companies. That is gargantuan when compared to the 16% of monthly social media users that follow brands and companies on all social platforms.

\n

Twitter ad spend varies upon which campaign type you select, as well as the bidding system you choose. Advertisers have the option of choosing a lifetime spend or a daily spend amount. The average cost per engagement on Twitter is roughly $1.35 with the average Tweet promotion costing $2.50 to $4.00.

\n

Verdict: Twitter’s primary focus for both organic and paid tweets continues to be conversational. Twitter can be extremely helpful in terms of branding and company introduction. Overall, Twitter’s base of users are engaged with brands and companies in a way that is unique to the social landscape. In its current condition, if you’re going to advertise on Twitter, make sure it’s a small slice of your overall social spend. Rather than paid campaigns on Twitter, consider establishing an active organic account.

\n

Keep an eye out for our follow-up post next week, where Justin will give the ad spend verdict on four more social platforms.

","rss_summary":"

Social media can seem foreign to many business owners, and the idea of spending valuable ad dollars on any social platform can be daunting. Each social channel offers advantages to advertising with them, but in the rapidly evolving social media landscape, it’s easy to get overwhelmed with your options.

\n","rss_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/WhichSocialMediaPlatformsDeserveYourAdDollars.png","slug":"inbound-marketing-agents-blog/which-social-media-platforms-deserve-your-ad-dollars","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"Which Social Media Platforms Deserve Your Ad Dollars? (Part One)","topic_ids":[],"topic_list":[],"topic_names":[],"topics":[],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1496347595620,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/which-social-media-platforms-deserve-your-ad-dollars","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/how-to-boost-your-facebook-ad-relevancy-score","allowed_slug_conflict":false,"analytics_page_id":"5028236030","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"blog-social-publishing-worker@hubspot.com","author_at":1492630647002,"author_email":"blog-social-publishing-worker@hubspot.com","author_name":"Blog Social Publishing Worker","author_username":"blog-social-publishing-worker@hubspot.com","blog_author":{"avatar":"","bio":"","created":1461686055777,"deleted_at":0,"display_name":"Justin Horvath","email":"justin@inboundmarketingagents.com","facebook":"","full_name":"Justin Horvath","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/498d3a8ac3e279996c846ed8c2912774","has_social_profiles":false,"id":4089410497,"linkedin":"","portal_id":160334,"slug":"justin-horvath","twitter":"","twitter_username":"","updated":1461686055777,"website":""},"blog_author_id":4089410497,"blog_post_author":{"avatar":"","bio":"","created":1461686055777,"deleted_at":0,"display_name":"Justin Horvath","email":"justin@inboundmarketingagents.com","facebook":"","full_name":"Justin Horvath","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/498d3a8ac3e279996c846ed8c2912774","has_social_profiles":false,"id":4089410497,"linkedin":"","portal_id":160334,"slug":"justin-horvath","twitter":"","twitter_username":"","updated":1461686055777,"website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1492627595000,"created_time":1492627595000,"css":{},"css_text":"","ctas":null,"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/How%20to%20Boost%20Your%20Facebook%20Ad%20Relevancy%20Score.png","featured_image_alt_text":"How to Boost Your Facebook Ad Relevancy Score.png","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1492630647000,"has_user_changes":true,"html_title":"How to Boost Your Facebook Ad Relevancy Score","id":5028236030,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"How to Boost Your Facebook Ad Relevancy Score","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"has_user_changes":true,"author_username":"blog-social-publishing-worker@hubspot.com","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"topic_ids":[3605736397],"last_edit_update_id":null,"author_user_id":null,"rss_summary":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n","last_edit_session_id":null,"publish_immediately":true,"keywords":[],"campaign_name":null,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/How%20to%20Boost%20Your%20Facebook%20Ad%20Relevancy%20Score.png","post_summary":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n","meta_description":"Don't get discouraged by a bad Facebook Relevancy Score. Learn about ratings and how to boost Facebook Relevancy Score through targeting, A/B testing and more.","html_title":"How to Boost Your Facebook Ad Relevancy Score","post_body":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n\n

Facebook grades each and every ad it serves to its users on a scale of 1 to 10, with 1 being the lowest and 10 the highest. According to Facebook, the score is determined by the amount of engagement and feedback an ad receives. Your Relevancy Score will fluctuate throughout your campaign. However, the score at the beginning of your ad spend is crucial to how Facebook serves it throughout the rest of your campaign’s life.

\n

So, you’ve launched your ad. You keep checking the status of your ad, anxiously awaiting your Relevancy Score to populate into your dashboard. After a few hours -- potentially up to 48 hours -- of waiting, your score pops up and...

\n

It’s a 5 out of 10.

\n

Panic sets in. You question why you even decided to advertise with Facebook. But worry not, because there are ways to boost that Relevancy Score quickly to get you back in the game.

\n

Targeting is KEY

\n

The most important aspect of every Facebook ad campaign is the targeting. Specificity is key to an ad’s success, so identify who it is that will be seeing your ad. The only way to ensure you're targeting is optimized is to DO YOUR RESEARCH!

\n

Determine your ideal prospect by finding out what websites he or she visits, what magazines he or she reads, what interests he or she has, and which television shows he or she watches. Build this buyer persona out before you launch your ad. This detailed IMA blog about determining buyer personas is a great place to start.

\n

If your Relevancy Score is lower than you’d like, chances are you haven’t taken enough time to identify to whom your ads should be served.

\n

If You Aren't A/B Testing, You're Missing Out

\n

When you’re setting up your ad, there are so many questions you ask yourself. Should my Headline say “this” or “that”? Should I use an image or should I use a video? Is my offer more compelling with “this wording” or “that wording”?

\n

Without running two versions of your ad at the beginning of your campaign comparing your variables, you won’t know what your audience wants to see.

\n

Create an A/B test as you’re setting up your ads using this setup guide. Once you know which ad is more appetizing to your audience, turn the lower performing ad off and double down on your winner.

\n

“But I Can’t Make a Video…”

\n

Facebook reports that within a matter of a few years, the majority -- if not all -- of its content will be video-based. Consumers on Facebook have come to expect dynamic content. Static images can be incredibly persuasive, but video content attached to your ad can be even more engaging.

\n

Facebook has responded to the common \"but I don’t have the equipment, the time or the know-how to make a compelling video\" excuse by introducing Slideshow.

\n

Slideshow allows you to create a video using stock photos (courtesy of Shutterstock) with text overlays, background music, and image transition effects.

\n

The Offer is No Bueno

\n

You’ve enhanced your targeting. You’ve gone through your copy and your media and switched it all up. It’s a few days later, and you’re still not seeing results and, most importantly, an increase in your Relevancy Score.

\n

This is a rough situation. However, it’s time to accept the fact that your offer just isn't resonating. Perhaps you're beginning to advertise summertime packages too soon, or the discounted offer is not intriguing enough to push conversions.

\n

If you're targeting is on point and your copy is compelling, but you’re still not seeing a spike in your score, the offer is the culprit.

\n

Take a Breath and Start Over

\n

No one wants to admit defeat. Everyone wants to have a “10” allocated to their ad. But let’s get real: even the best Facebook advertisers get scores that are less than satisfactory.

\n

There are opportunities for adjustments as well as opportunities for starting fresh. Don’t let ego get in the way of launching an ad that’s set for success. There’s an easy way to determine the next steps forward:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Relevancy Score

\n
\n

What That Means

\n
\n

What to Do

\n
1-4There's something off. A significant portion of your campaign is not optimized, and you’re receiving low levels of engagement.\n


Start over. No, your offer is not horrible. No, you’re not bad at this. Something went awry when you set up your ad. Don’t waste any ad spend trying to fix this ad. Stop the ad and start over because you can’t come back from this.

\n

 

\n
5-6Your ad is mostly optimized. A portion of your audience is engaging with this ad, but a large minority is not interested.\n


Change your targeting first. Still not seeing a difference in scoring? Your offer and/or copy is the issue. Change your copy before changing your offer.

\n
7-10Nailed it.\n


Your ad is performing well. Double down and increase your ad budget. Facebook users are welcoming your ad into their timelines.

\n
\n

Apply these tips to any current or future Facebook ads, and there's no reason why your Relevancy Score shouldn't hit that 7-10 sweet spot.

","blog_post_schedule_task_uid":null,"author_email":"blog-social-publishing-worker@hubspot.com","blog_publish_to_social_media_task":"DONE","featured_image_alt_text":"How to Boost Your Facebook Ad Relevancy Score.png","rss_body":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n\n

Facebook grades each and every ad it serves to its users on a scale of 1 to 10, with 1 being the lowest and 10 the highest. According to Facebook, the score is determined by the amount of engagement and feedback an ad receives. Your Relevancy Score will fluctuate throughout your campaign. However, the score at the beginning of your ad spend is crucial to how Facebook serves it throughout the rest of your campaign’s life.

\n

So, you’ve launched your ad. You keep checking the status of your ad, anxiously awaiting your Relevancy Score to populate into your dashboard. After a few hours -- potentially up to 48 hours -- of waiting, your score pops up and...

\n

It’s a 5 out of 10.

\n

Panic sets in. You question why you even decided to advertise with Facebook. But worry not, because there are ways to boost that Relevancy Score quickly to get you back in the game.

\n

Targeting is KEY

\n

The most important aspect of every Facebook ad campaign is the targeting. Specificity is key to an ad’s success, so identify who it is that will be seeing your ad. The only way to ensure you're targeting is optimized is to DO YOUR RESEARCH!

\n

Determine your ideal prospect by finding out what websites he or she visits, what magazines he or she reads, what interests he or she has, and which television shows he or she watches. Build this buyer persona out before you launch your ad. This detailed IMA blog about determining buyer personas is a great place to start.

\n

If your Relevancy Score is lower than you’d like, chances are you haven’t taken enough time to identify to whom your ads should be served.

\n

If You Aren't A/B Testing, You're Missing Out

\n

When you’re setting up your ad, there are so many questions you ask yourself. Should my Headline say “this” or “that”? Should I use an image or should I use a video? Is my offer more compelling with “this wording” or “that wording”?

\n

Without running two versions of your ad at the beginning of your campaign comparing your variables, you won’t know what your audience wants to see.

\n

Create an A/B test as you’re setting up your ads using this setup guide. Once you know which ad is more appetizing to your audience, turn the lower performing ad off and double down on your winner.

\n

“But I Can’t Make a Video…”

\n

Facebook reports that within a matter of a few years, the majority -- if not all -- of its content will be video-based. Consumers on Facebook have come to expect dynamic content. Static images can be incredibly persuasive, but video content attached to your ad can be even more engaging.

\n

Facebook has responded to the common \"but I don’t have the equipment, the time or the know-how to make a compelling video\" excuse by introducing Slideshow.

\n

Slideshow allows you to create a video using stock photos (courtesy of Shutterstock) with text overlays, background music, and image transition effects.

\n

The Offer is No Bueno

\n

You’ve enhanced your targeting. You’ve gone through your copy and your media and switched it all up. It’s a few days later, and you’re still not seeing results and, most importantly, an increase in your Relevancy Score.

\n

This is a rough situation. However, it’s time to accept the fact that your offer just isn't resonating. Perhaps you're beginning to advertise summertime packages too soon, or the discounted offer is not intriguing enough to push conversions.

\n

If you're targeting is on point and your copy is compelling, but you’re still not seeing a spike in your score, the offer is the culprit.

\n

Take a Breath and Start Over

\n

No one wants to admit defeat. Everyone wants to have a “10” allocated to their ad. But let’s get real: even the best Facebook advertisers get scores that are less than satisfactory.

\n

There are opportunities for adjustments as well as opportunities for starting fresh. Don’t let ego get in the way of launching an ad that’s set for success. There’s an easy way to determine the next steps forward:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Relevancy Score

\n
\n

What That Means

\n
\n

What to Do

\n
1-4There's something off. A significant portion of your campaign is not optimized, and you’re receiving low levels of engagement.\n


Start over. No, your offer is not horrible. No, you’re not bad at this. Something went awry when you set up your ad. Don’t waste any ad spend trying to fix this ad. Stop the ad and start over because you can’t come back from this.

\n

 

\n
5-6Your ad is mostly optimized. A portion of your audience is engaging with this ad, but a large minority is not interested.\n


Change your targeting first. Still not seeing a difference in scoring? Your offer and/or copy is the issue. Change your copy before changing your offer.

\n
7-10Nailed it.\n


Your ad is performing well. Double down and increase your ad budget. Facebook users are welcoming your ad into their timelines.

\n
\n

Apply these tips to any current or future Facebook ads, and there's no reason why your Relevancy Score shouldn't hit that 7-10 sweet spot.

","placement_guids":[],"enable_google_amp_output_override":false,"campaign_utm":null},"meta_description":"Don't get discouraged by a bad Facebook Relevancy Score. Learn about ratings and how to boost Facebook Relevancy Score through targeting, A/B testing and more.","name":"How to Boost Your Facebook Ad Relevancy Score","page_redirected":false,"page_title":"How to Boost Your Facebook Ad Relevancy Score","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":[],"portal_id":160334,"post_body":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n\n

Facebook grades each and every ad it serves to its users on a scale of 1 to 10, with 1 being the lowest and 10 the highest. According to Facebook, the score is determined by the amount of engagement and feedback an ad receives. Your Relevancy Score will fluctuate throughout your campaign. However, the score at the beginning of your ad spend is crucial to how Facebook serves it throughout the rest of your campaign’s life.

\n

So, you’ve launched your ad. You keep checking the status of your ad, anxiously awaiting your Relevancy Score to populate into your dashboard. After a few hours -- potentially up to 48 hours -- of waiting, your score pops up and...

\n

It’s a 5 out of 10.

\n

Panic sets in. You question why you even decided to advertise with Facebook. But worry not, because there are ways to boost that Relevancy Score quickly to get you back in the game.

\n

Targeting is KEY

\n

The most important aspect of every Facebook ad campaign is the targeting. Specificity is key to an ad’s success, so identify who it is that will be seeing your ad. The only way to ensure you're targeting is optimized is to DO YOUR RESEARCH!

\n

Determine your ideal prospect by finding out what websites he or she visits, what magazines he or she reads, what interests he or she has, and which television shows he or she watches. Build this buyer persona out before you launch your ad. This detailed IMA blog about determining buyer personas is a great place to start.

\n

If your Relevancy Score is lower than you’d like, chances are you haven’t taken enough time to identify to whom your ads should be served.

\n

If You Aren't A/B Testing, You're Missing Out

\n

When you’re setting up your ad, there are so many questions you ask yourself. Should my Headline say “this” or “that”? Should I use an image or should I use a video? Is my offer more compelling with “this wording” or “that wording”?

\n

Without running two versions of your ad at the beginning of your campaign comparing your variables, you won’t know what your audience wants to see.

\n

Create an A/B test as you’re setting up your ads using this setup guide. Once you know which ad is more appetizing to your audience, turn the lower performing ad off and double down on your winner.

\n

“But I Can’t Make a Video…”

\n

Facebook reports that within a matter of a few years, the majority -- if not all -- of its content will be video-based. Consumers on Facebook have come to expect dynamic content. Static images can be incredibly persuasive, but video content attached to your ad can be even more engaging.

\n

Facebook has responded to the common \"but I don’t have the equipment, the time or the know-how to make a compelling video\" excuse by introducing Slideshow.

\n

Slideshow allows you to create a video using stock photos (courtesy of Shutterstock) with text overlays, background music, and image transition effects.

\n

The Offer is No Bueno

\n

You’ve enhanced your targeting. You’ve gone through your copy and your media and switched it all up. It’s a few days later, and you’re still not seeing results and, most importantly, an increase in your Relevancy Score.

\n

This is a rough situation. However, it’s time to accept the fact that your offer just isn't resonating. Perhaps you're beginning to advertise summertime packages too soon, or the discounted offer is not intriguing enough to push conversions.

\n

If you're targeting is on point and your copy is compelling, but you’re still not seeing a spike in your score, the offer is the culprit.

\n

Take a Breath and Start Over

\n

No one wants to admit defeat. Everyone wants to have a “10” allocated to their ad. But let’s get real: even the best Facebook advertisers get scores that are less than satisfactory.

\n

There are opportunities for adjustments as well as opportunities for starting fresh. Don’t let ego get in the way of launching an ad that’s set for success. There’s an easy way to determine the next steps forward:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Relevancy Score

\n
\n

What That Means

\n
\n

What to Do

\n
1-4There's something off. A significant portion of your campaign is not optimized, and you’re receiving low levels of engagement.\n


Start over. No, your offer is not horrible. No, you’re not bad at this. Something went awry when you set up your ad. Don’t waste any ad spend trying to fix this ad. Stop the ad and start over because you can’t come back from this.

\n

 

\n
5-6Your ad is mostly optimized. A portion of your audience is engaging with this ad, but a large minority is not interested.\n


Change your targeting first. Still not seeing a difference in scoring? Your offer and/or copy is the issue. Change your copy before changing your offer.

\n
7-10Nailed it.\n


Your ad is performing well. Double down and increase your ad budget. Facebook users are welcoming your ad into their timelines.

\n
\n

Apply these tips to any current or future Facebook ads, and there's no reason why your Relevancy Score shouldn't hit that 7-10 sweet spot.

","post_body_rss":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n\n

Facebook grades each and every ad it serves to its users on a scale of 1 to 10, with 1 being the lowest and 10 the highest. According to Facebook, the score is determined by the amount of engagement and feedback an ad receives. Your Relevancy Score will fluctuate throughout your campaign. However, the score at the beginning of your ad spend is crucial to how Facebook serves it throughout the rest of your campaign’s life.

\n

So, you’ve launched your ad. You keep checking the status of your ad, anxiously awaiting your Relevancy Score to populate into your dashboard. After a few hours -- potentially up to 48 hours -- of waiting, your score pops up and...

\n

It’s a 5 out of 10.

\n

Panic sets in. You question why you even decided to advertise with Facebook. But worry not, because there are ways to boost that Relevancy Score quickly to get you back in the game.

\n

Targeting is KEY

\n

The most important aspect of every Facebook ad campaign is the targeting. Specificity is key to an ad’s success, so identify who it is that will be seeing your ad. The only way to ensure you're targeting is optimized is to DO YOUR RESEARCH!

\n

Determine your ideal prospect by finding out what websites he or she visits, what magazines he or she reads, what interests he or she has, and which television shows he or she watches. Build this buyer persona out before you launch your ad. This detailed IMA blog about determining buyer personas is a great place to start.

\n

If your Relevancy Score is lower than you’d like, chances are you haven’t taken enough time to identify to whom your ads should be served.

\n

If You Aren't A/B Testing, You're Missing Out

\n

When you’re setting up your ad, there are so many questions you ask yourself. Should my Headline say “this” or “that”? Should I use an image or should I use a video? Is my offer more compelling with “this wording” or “that wording”?

\n

Without running two versions of your ad at the beginning of your campaign comparing your variables, you won’t know what your audience wants to see.

\n

Create an A/B test as you’re setting up your ads using this setup guide. Once you know which ad is more appetizing to your audience, turn the lower performing ad off and double down on your winner.

\n

“But I Can’t Make a Video…”

\n

Facebook reports that within a matter of a few years, the majority -- if not all -- of its content will be video-based. Consumers on Facebook have come to expect dynamic content. Static images can be incredibly persuasive, but video content attached to your ad can be even more engaging.

\n

Facebook has responded to the common \"but I don’t have the equipment, the time or the know-how to make a compelling video\" excuse by introducing Slideshow.

\n

Slideshow allows you to create a video using stock photos (courtesy of Shutterstock) with text overlays, background music, and image transition effects.

\n

The Offer is No Bueno

\n

You’ve enhanced your targeting. You’ve gone through your copy and your media and switched it all up. It’s a few days later, and you’re still not seeing results and, most importantly, an increase in your Relevancy Score.

\n

This is a rough situation. However, it’s time to accept the fact that your offer just isn't resonating. Perhaps you're beginning to advertise summertime packages too soon, or the discounted offer is not intriguing enough to push conversions.

\n

If you're targeting is on point and your copy is compelling, but you’re still not seeing a spike in your score, the offer is the culprit.

\n

Take a Breath and Start Over

\n

No one wants to admit defeat. Everyone wants to have a “10” allocated to their ad. But let’s get real: even the best Facebook advertisers get scores that are less than satisfactory.

\n

There are opportunities for adjustments as well as opportunities for starting fresh. Don’t let ego get in the way of launching an ad that’s set for success. There’s an easy way to determine the next steps forward:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Relevancy Score

\n
\n

What That Means

\n
\n

What to Do

\n
1-4There's something off. A significant portion of your campaign is not optimized, and you’re receiving low levels of engagement.\n


Start over. No, your offer is not horrible. No, you’re not bad at this. Something went awry when you set up your ad. Don’t waste any ad spend trying to fix this ad. Stop the ad and start over because you can’t come back from this.

\n

 

\n
5-6Your ad is mostly optimized. A portion of your audience is engaging with this ad, but a large minority is not interested.\n


Change your targeting first. Still not seeing a difference in scoring? Your offer and/or copy is the issue. Change your copy before changing your offer.

\n
7-10Nailed it.\n


Your ad is performing well. Double down and increase your ad budget. Facebook users are welcoming your ad into their timelines.

\n
\n

Apply these tips to any current or future Facebook ads, and there's no reason why your Relevancy Score shouldn't hit that 7-10 sweet spot.

","post_email_content":"\n \n \n

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n \n","post_email_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/How%20to%20Boost%20Your%20Facebook%20Ad%20Relevancy%20Score.png","post_featured_image_if_enabled":"https://cdn2.hubspot.net/hubfs/160334/How%20to%20Boost%20Your%20Facebook%20Ad%20Relevancy%20Score.png","post_list_content":"\n \n \n

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n \n","post_list_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/How%20to%20Boost%20Your%20Facebook%20Ad%20Relevancy%20Score.png","post_rss_content":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n\n

Facebook grades each and every ad it serves to its users on a scale of 1 to 10, with 1 being the lowest and 10 the highest. According to Facebook, the score is determined by the amount of engagement and feedback an ad receives. Your Relevancy Score will fluctuate throughout your campaign. However, the score at the beginning of your ad spend is crucial to how Facebook serves it throughout the rest of your campaign’s life.

\n

So, you’ve launched your ad. You keep checking the status of your ad, anxiously awaiting your Relevancy Score to populate into your dashboard. After a few hours -- potentially up to 48 hours -- of waiting, your score pops up and...

\n

It’s a 5 out of 10.

\n

Panic sets in. You question why you even decided to advertise with Facebook. But worry not, because there are ways to boost that Relevancy Score quickly to get you back in the game.

\n

Targeting is KEY

\n

The most important aspect of every Facebook ad campaign is the targeting. Specificity is key to an ad’s success, so identify who it is that will be seeing your ad. The only way to ensure you're targeting is optimized is to DO YOUR RESEARCH!

\n

Determine your ideal prospect by finding out what websites he or she visits, what magazines he or she reads, what interests he or she has, and which television shows he or she watches. Build this buyer persona out before you launch your ad. This detailed IMA blog about determining buyer personas is a great place to start.

\n

If your Relevancy Score is lower than you’d like, chances are you haven’t taken enough time to identify to whom your ads should be served.

\n

If You Aren't A/B Testing, You're Missing Out

\n

When you’re setting up your ad, there are so many questions you ask yourself. Should my Headline say “this” or “that”? Should I use an image or should I use a video? Is my offer more compelling with “this wording” or “that wording”?

\n

Without running two versions of your ad at the beginning of your campaign comparing your variables, you won’t know what your audience wants to see.

\n

Create an A/B test as you’re setting up your ads using this setup guide. Once you know which ad is more appetizing to your audience, turn the lower performing ad off and double down on your winner.

\n

“But I Can’t Make a Video…”

\n

Facebook reports that within a matter of a few years, the majority -- if not all -- of its content will be video-based. Consumers on Facebook have come to expect dynamic content. Static images can be incredibly persuasive, but video content attached to your ad can be even more engaging.

\n

Facebook has responded to the common \"but I don’t have the equipment, the time or the know-how to make a compelling video\" excuse by introducing Slideshow.

\n

Slideshow allows you to create a video using stock photos (courtesy of Shutterstock) with text overlays, background music, and image transition effects.

\n

The Offer is No Bueno

\n

You’ve enhanced your targeting. You’ve gone through your copy and your media and switched it all up. It’s a few days later, and you’re still not seeing results and, most importantly, an increase in your Relevancy Score.

\n

This is a rough situation. However, it’s time to accept the fact that your offer just isn't resonating. Perhaps you're beginning to advertise summertime packages too soon, or the discounted offer is not intriguing enough to push conversions.

\n

If you're targeting is on point and your copy is compelling, but you’re still not seeing a spike in your score, the offer is the culprit.

\n

Take a Breath and Start Over

\n

No one wants to admit defeat. Everyone wants to have a “10” allocated to their ad. But let’s get real: even the best Facebook advertisers get scores that are less than satisfactory.

\n

There are opportunities for adjustments as well as opportunities for starting fresh. Don’t let ego get in the way of launching an ad that’s set for success. There’s an easy way to determine the next steps forward:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Relevancy Score

\n
\n

What That Means

\n
\n

What to Do

\n
1-4There's something off. A significant portion of your campaign is not optimized, and you’re receiving low levels of engagement.\n


Start over. No, your offer is not horrible. No, you’re not bad at this. Something went awry when you set up your ad. Don’t waste any ad spend trying to fix this ad. Stop the ad and start over because you can’t come back from this.

\n

 

\n
5-6Your ad is mostly optimized. A portion of your audience is engaging with this ad, but a large minority is not interested.\n


Change your targeting first. Still not seeing a difference in scoring? Your offer and/or copy is the issue. Change your copy before changing your offer.

\n
7-10Nailed it.\n


Your ad is performing well. Double down and increase your ad budget. Facebook users are welcoming your ad into their timelines.

\n
\n

Apply these tips to any current or future Facebook ads, and there's no reason why your Relevancy Score shouldn't hit that 7-10 sweet spot.

","post_rss_summary_featured_image":"","post_summary":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n","post_summary_rss":"\n \n \n

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"QPsUvexO","processing_status":"PUBLISHED","publish_date":1492630647000,"publish_date_local_time":1492630647000,"publish_date_localized":{"date":1492630647000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":true,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/how-to-boost-your-facebook-ad-relevancy-score","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n\n

Facebook grades each and every ad it serves to its users on a scale of 1 to 10, with 1 being the lowest and 10 the highest. According to Facebook, the score is determined by the amount of engagement and feedback an ad receives. Your Relevancy Score will fluctuate throughout your campaign. However, the score at the beginning of your ad spend is crucial to how Facebook serves it throughout the rest of your campaign’s life.

\n

So, you’ve launched your ad. You keep checking the status of your ad, anxiously awaiting your Relevancy Score to populate into your dashboard. After a few hours -- potentially up to 48 hours -- of waiting, your score pops up and...

\n

It’s a 5 out of 10.

\n

Panic sets in. You question why you even decided to advertise with Facebook. But worry not, because there are ways to boost that Relevancy Score quickly to get you back in the game.

\n

Targeting is KEY

\n

The most important aspect of every Facebook ad campaign is the targeting. Specificity is key to an ad’s success, so identify who it is that will be seeing your ad. The only way to ensure you're targeting is optimized is to DO YOUR RESEARCH!

\n

Determine your ideal prospect by finding out what websites he or she visits, what magazines he or she reads, what interests he or she has, and which television shows he or she watches. Build this buyer persona out before you launch your ad. This detailed IMA blog about determining buyer personas is a great place to start.

\n

If your Relevancy Score is lower than you’d like, chances are you haven’t taken enough time to identify to whom your ads should be served.

\n

If You Aren't A/B Testing, You're Missing Out

\n

When you’re setting up your ad, there are so many questions you ask yourself. Should my Headline say “this” or “that”? Should I use an image or should I use a video? Is my offer more compelling with “this wording” or “that wording”?

\n

Without running two versions of your ad at the beginning of your campaign comparing your variables, you won’t know what your audience wants to see.

\n

Create an A/B test as you’re setting up your ads using this setup guide. Once you know which ad is more appetizing to your audience, turn the lower performing ad off and double down on your winner.

\n

“But I Can’t Make a Video…”

\n

Facebook reports that within a matter of a few years, the majority -- if not all -- of its content will be video-based. Consumers on Facebook have come to expect dynamic content. Static images can be incredibly persuasive, but video content attached to your ad can be even more engaging.

\n

Facebook has responded to the common \"but I don’t have the equipment, the time or the know-how to make a compelling video\" excuse by introducing Slideshow.

\n

Slideshow allows you to create a video using stock photos (courtesy of Shutterstock) with text overlays, background music, and image transition effects.

\n

The Offer is No Bueno

\n

You’ve enhanced your targeting. You’ve gone through your copy and your media and switched it all up. It’s a few days later, and you’re still not seeing results and, most importantly, an increase in your Relevancy Score.

\n

This is a rough situation. However, it’s time to accept the fact that your offer just isn't resonating. Perhaps you're beginning to advertise summertime packages too soon, or the discounted offer is not intriguing enough to push conversions.

\n

If you're targeting is on point and your copy is compelling, but you’re still not seeing a spike in your score, the offer is the culprit.

\n

Take a Breath and Start Over

\n

No one wants to admit defeat. Everyone wants to have a “10” allocated to their ad. But let’s get real: even the best Facebook advertisers get scores that are less than satisfactory.

\n

There are opportunities for adjustments as well as opportunities for starting fresh. Don’t let ego get in the way of launching an ad that’s set for success. There’s an easy way to determine the next steps forward:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Relevancy Score

\n
\n

What That Means

\n
\n

What to Do

\n
1-4There's something off. A significant portion of your campaign is not optimized, and you’re receiving low levels of engagement.\n


Start over. No, your offer is not horrible. No, you’re not bad at this. Something went awry when you set up your ad. Don’t waste any ad spend trying to fix this ad. Stop the ad and start over because you can’t come back from this.

\n

 

\n
5-6Your ad is mostly optimized. A portion of your audience is engaging with this ad, but a large minority is not interested.\n


Change your targeting first. Still not seeing a difference in scoring? Your offer and/or copy is the issue. Change your copy before changing your offer.

\n
7-10Nailed it.\n


Your ad is performing well. Double down and increase your ad budget. Facebook users are welcoming your ad into their timelines.

\n
\n

Apply these tips to any current or future Facebook ads, and there's no reason why your Relevancy Score shouldn't hit that 7-10 sweet spot.

","rss_summary":"

Facebook’s primary goal is to serve its users content that they want to see: content that is relevant to their interests and user behavior. Believe it or not, Facebook actually wants your ads to succeed! Among the number of qualifying factors you can utilize to determine your ad’s trajectory, the most informative is your ad’s Relevancy Score.

\n","rss_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/How%20to%20Boost%20Your%20Facebook%20Ad%20Relevancy%20Score.png","slug":"inbound-marketing-agents-blog/how-to-boost-your-facebook-ad-relevancy-score","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"How to Boost Your Facebook Ad Relevancy Score","topic_ids":[3605736397],"topic_list":[],"topic_names":[],"topics":[3605736397],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1492630647002,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/how-to-boost-your-facebook-ad-relevancy-score","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/to-determine-your-businesss-buyer-personas-try-a/b-testing","allowed_slug_conflict":false,"analytics_page_id":"4853852865","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"taylor@inboundmarketingagents.com","author_at":1487603726983,"author_email":"taylor@inboundmarketingagents.com","author_name":"Taylor Eben","author_user_id":3302629,"author_username":"taylor@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1473454055435,"deleted_at":0,"display_name":"Taylor Eben","email":"taylor@inboundmarketingagents.com","facebook":"","full_name":"Taylor Eben","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/79023d87063587d83ecd3cd0ad1939b4","has_social_profiles":false,"id":4401584108,"linkedin":"","portal_id":160334,"slug":"taylor-eben","twitter":"","twitter_username":"","updated":1473454062682,"user_id":3302629,"username":"taylor@inboundmarketingagents.com","website":""},"blog_author_id":4401584108,"blog_post_author":{"avatar":"","bio":"","created":1473454055435,"deleted_at":0,"display_name":"Taylor Eben","email":"taylor@inboundmarketingagents.com","facebook":"","full_name":"Taylor Eben","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/79023d87063587d83ecd3cd0ad1939b4","has_social_profiles":false,"id":4401584108,"linkedin":"","portal_id":160334,"slug":"taylor-eben","twitter":"","twitter_username":"","updated":1473454062682,"user_id":3302629,"username":"taylor@inboundmarketingagents.com","website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1487267675000,"created_time":1487267675000,"css":{},"css_text":"","ctas":null,"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/Buyer%20Personas.jpg","featured_image_alt_text":"Buyer Personas.jpg","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1487602800000,"has_user_changes":true,"html_title":"To Determine Your Business’s Buyer Personas, Try A/B Testing","id":4853852865,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"To Determine Your Business’s Buyer Personas, Try A/B Testing","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"has_user_changes":true,"author_username":"taylor@inboundmarketingagents.com","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"topic_ids":[3576556606,3547737584,3747735590,3695587297,3747710320],"last_edit_update_id":null,"author_user_id":3302629,"css_text":"","rss_summary":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n","last_edit_session_id":null,"publish_immediately":false,"keywords":[],"campaign_name":null,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/Buyer%20Personas.jpg","post_summary":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n","meta_description":"Creating buyer personas is a smart move for any business. Learn how A/B testing buyer personas can help you determine your customers and tailor your marketing.","html_title":"To Determine Your Business’s Buyer Personas, Try A/B Testing","post_body":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n\n

Designing one landing page or running one Facebook ad just doesn’t work anymore. Unfortunately, there is no foolproof, one-size-fits-all methodology when it comes to getting more clicks, sign ups or conversions.

\n

You need to have a set of specific buyer personas in place and tailor your content accordingly. If not, you’re conducting your marketing efforts rather blindly.

\n

Types of Buyer Personas

\n

In Waiting for Your Cat to Bark?, online marketing experts Bryan and Jeffrey Eisenberg suggest that all customers can be split up into four buyer personas: competitive, spontaneous, methodical and humanistic. Although there are four distinct buyer personas, every person who sees a Facebook ad, opens an email or visits a landing page is going to ask themselves the same question: What’s in it for me?

\n

The competitive buyer makes up 5-10% of the buyer persona spectrum. They value speed and efficiency and make decisions quickly. The competitive buyer is primarily motivated by the competitive advantage they could gain, regardless of cost. If you want the competitive buyer to convert, you have to blatantly state the benefits and the advantage they have to gain with the evidence to back it up. The competitive buyer is very data-driven.

\n

The spontaneous buyer makes up 25-35% of the spectrum. They’re easy-going and make decisions quickly, but unlike the competitive buyer who is motivated by logic and numbers, the spontaneous buyer is motivated by emotion. If you want the spontaneous buyer to convert, you have to make them feel like they’re trying something new and exciting for the first time. The spontaneous buyer tends to be easily distracted, so make sure your messaging and design get right to the point without being too plain or boring.

\n

The methodical buyer makes up the largest chunk of the spectrum: 45%, according to the Eisenberg brothers. They are in no rush to make a decision. The methodical buyer is driven by logic and doesn’t make a decision without researching the facts and evidence. If they have questions, they want answers. They’re the type of buyer who reads the fine print. To get the methodical buyer to convert, you have to hawk your credibility and share as much pertinent information necessary to debunk any skepticism.

\n

The humanistic buyer makes up 15% of the spectrum. Emotionally driven, the humanistic buyer is more motivated by being able to relate to something rather than by numbers. They are most interested in buying something that can help them. Imagery, storytelling, testimonials and any messaging that evokes emotion are particularly effective ways to reach the humanistic buyer.

\n

How to Create Buyer Personas

\n

The Eisenberg brothers’ buyer personas separate customers based on the speed of their decisions and how they behave when making a purchase, but those four categories aren’t the be all, end all of buyer personas.

\n

Your business is unique, and so are your buyer personas.

\n

Researching and creating unique buyer personas is a smart move for any business because it will provide valuable insight into how to appeal to your customers. Otherwise, you’re taking a shot in the dark. If you don’t know exactly which prospective customers you’re going after, how can you expect to convert them successfully?

\n

Instead of assuming what your customers will respond to, you’ll KNOW what they’ll respond to.

\n

Buyer personas go beyond the obvious details (age, gender, geographic location, etc.) and get way more specific. Think demographics, personality traits, interests, beliefs and motivations. Together, those characteristics represent one type of ideal customer. The customer is even given a name and considered to be an actual person. Here's a great example:

\n

\"buyer-persona-example.jpg\"

\n

Image Source

\n

There are lots of questions to ask when creating buyer personas. Ultimately, your primary objective is to get as specific as possible. If there's one thing you can never do enough of, it's research. Ask yourself:

\n

What’s a day in the life? Determine your persona’s typical day, including their job responsibilities and what they do outside of work. What are their job hours? Do they spend more time at work or home? Where would they rather be? What do they do to blow off steam or have fun?

\n

Don’t make the mistake of creating personas in silos. In real life, personas interact with one another. If you want your personas to be of us, incorporate their relationships with other personas, like a supervisor’s relationship with a subordinate employee. This provides a much deeper understanding of a persona’s behaviors, pain points and obstacles.

\n

To really understand what it’s like to walk in a persona’s shoes, write it in the first-person. First-person wording is much more insightful than a third-person explanation.

\n

What are their objectives? You want your message to resonate. To do that, you have to know what your persona’s goals and responsibilities are.

\n

What are their pain points? Get granular when identifying your persona’s problems. How do these problems make them feel? For example, your persona isn’t frustrated by “inefficiencies” in the workplace; they’re frustrated by a convoluted workflow that prevents them from reaching deadlines.

\n

In the uber-competitive business climate we live in, fully fleshing out your buyer personas is worth your while. According to a 2016 benchmark study conducted by Cintell, a customer intelligence platform that helps businesses better understand their customers, 71% of companies who exceed revenue and lead goals use personas, compared to the 37% who simply meet goals and the 26% who miss goals entirely. Increased website traffic, improved open and click-through rates, more revenue and more leads are just a few of the benefits you can expect from creating a robust arsenal of buyer personas.

\n

Your buyer personas are fictional versions of your actual buyers, but they are based on actual data. How do you get that data? Heat maps, the search terms used to find your business, the content they view, customer feedback, Facebook Insights, etc.

\n

Another method not typically included in that list of “actual data” is A/B testing, which can provide keen insights into your buyers by using customer behavior to fine tune your personas.

\n

A/B Testing Basics

\n

A/B testing is a critical component of any marketing plan and is hopefully already a part of your efforts. For those who are unfamiliar, A/B testing is like conducting a scientific experiment (flashback to high school biology): There is a control group and an experimental group, or variation.

\n

An A/B test pits one variable against another, like a green CTA button versus a red one, or one landing page layout versus another, to see which performs better.

\n

Experimenting with different headlines, wording, landing page layout and CTA buttons can lead you in the direction of higher conversion rates and more revenue.

\n

How to Analyze A/B Tests

\n

Launch your control (A) first. Once it’s been up and running for 24 to 48 hours, it’s time to analyze. Ask yourself:

\n\n

Once you establish the areas that can be improved upon, you can create and launch your variation (B).

\n

To be able to assess performance accurately, both variations need to be running at the same time for enough time to see substantial results. So, how much time is enough?

\n

It depends, but the amount of traffic is often the determining factor. For example, if you’re A/B testing Facebook ads typically don’t get a lot of traction, it will take longer to run the A/B test. The only exception is if you’re testing timing, say with finding the best time to send out emails.

\n

There are a number of tools you can use to analyze results. Some are pricey; some are free; some are built-in. Tools like Optimizely and Kissmetrics A/B Test Report provide super in-depth data. Apps like Hemingway and Grammarly can help you tighten up your copy and make it easier to read. WordPress plugins like Nelio A/B Testing and Simple Page Tester allow you to track visits, heat maps and more. MailChimp already has built-in A/B testing.

\n

You can also set up a free Google Alert, which will help you determine which AdWords or organic search terms may be worth testing. It also enables you to keep tabs on your competitors’ messaging. You’ll get an email for any new mentions of a keyword, phrase, company, etc.

\n

Testing 1, 2, 3...

\n

Some of your buyer persona details may be open to interpretation, but A/B testing gives you hard and fast evidence of your persona’s likes, dislikes, wants, needs and beliefs.

\n

Pretend you’re a pastry chef known creating exquisite wedding cakes. As an experienced and in-demand pastry chef, you know that your buyer is typically a bride who needs to book with you at least 6 to 12 months out, especially if they’re getting married during the summer. You also know that your buyer is mainly motivated by fear: fear that if they don’t book soon, their big day won’t include an expertly crafted cake. Their wedding may be a year away, but your availability is already dwindling. In turn, your messaging will speak to that fear.

\n

But you’d be making a mistake by only speaking to that motivation. Don’t isolate the buyers who aren’t driven by fear. A simple A/B test will help you determine which type of buyer persona makes up the bulk of your audience.

\n

To figure it out, you’d A/B test two landing pages: one that is fear-based and one that focuses on your talent as a seasoned pastry chef and the quality of your services, complete with testimonials that prove you are the best of the best. Both landing pages include an opt-in form that asks for a name, email and wedding date to get more information about pricing, availability and scheduling a tasting.

\n

Whichever landing page has a higher conversion rate is your real buyer persona.

\n

An A/B test will give you concrete evidence as to why the buyer took a particular action. You’ll know whether they’re more motivated by fear or what they have to gain; whether they respond to positive or negative language; and what key selling point made them hit the “submit” button.

\n

Each buyer persona is looking to get something different out of your website and content. With A/B testing, you don’t have to leave it to chance. Once you’ve conducted enough A/B tests to know what makes your buyer persona tick, you’ll know exactly how to resonate with them. It becomes formulaic.

\n

Update Your Buyer Personas

\n

Creating buyer personas isn’t a once and done deal. Buyers change and evolve; naturally, personas can become dated and irrelevant over time. If you want your personas to deliver value to your business, you have to update them continuously.

\n

In the aforementioned Cintell study, nearly 65% of companies that updated their personas within the last 6 months exceeded their lead and revenue goals. In fact, those companies that exceeded revenue goals were 7.4 times more likely to have updated their personas within the last 6 months than their underperforming competition. Keep your personas fresh and relevant by revisiting them at least every 6 months. Assign a point person to keep personas up to date.

\n

That Cintell study also found that fewer than 30% of survey participants could confidently report that at least half of their organization would be able to name their personas and cite their attributes. If you’ve taken the time to flesh out and A/B test your personas, don’t let that hard work go to waste. Make sure your team understands the significance of buyer personas and the value that they add. Distribute your buyer persona insights to your marketing team, so your research will be utilized.

\n

Once you’ve identified your buyer personas through A/B testing, you’ll be able to create landing pages, blog posts, emails, Facebook ads and other types of messaging that your buyers will truly be interested in. And because buyer personas are dynamic in nature, you can always fix what isn’t working, and you can always make something that is working work even better.

","blog_post_schedule_task_uid":null,"author_email":"taylor@inboundmarketingagents.com","blog_publish_to_social_media_task":"DONE","featured_image_alt_text":"Buyer Personas.jpg","rss_body":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n\n

Designing one landing page or running one Facebook ad just doesn’t work anymore. Unfortunately, there is no foolproof, one-size-fits-all methodology when it comes to getting more clicks, sign ups or conversions.

\n

You need to have a set of specific buyer personas in place and tailor your content accordingly. If not, you’re conducting your marketing efforts rather blindly.

\n

Types of Buyer Personas

\n

In Waiting for Your Cat to Bark?, online marketing experts Bryan and Jeffrey Eisenberg suggest that all customers can be split up into four buyer personas: competitive, spontaneous, methodical and humanistic. Although there are four distinct buyer personas, every person who sees a Facebook ad, opens an email or visits a landing page is going to ask themselves the same question: What’s in it for me?

\n

The competitive buyer makes up 5-10% of the buyer persona spectrum. They value speed and efficiency and make decisions quickly. The competitive buyer is primarily motivated by the competitive advantage they could gain, regardless of cost. If you want the competitive buyer to convert, you have to blatantly state the benefits and the advantage they have to gain with the evidence to back it up. The competitive buyer is very data-driven.

\n

The spontaneous buyer makes up 25-35% of the spectrum. They’re easy-going and make decisions quickly, but unlike the competitive buyer who is motivated by logic and numbers, the spontaneous buyer is motivated by emotion. If you want the spontaneous buyer to convert, you have to make them feel like they’re trying something new and exciting for the first time. The spontaneous buyer tends to be easily distracted, so make sure your messaging and design get right to the point without being too plain or boring.

\n

The methodical buyer makes up the largest chunk of the spectrum: 45%, according to the Eisenberg brothers. They are in no rush to make a decision. The methodical buyer is driven by logic and doesn’t make a decision without researching the facts and evidence. If they have questions, they want answers. They’re the type of buyer who reads the fine print. To get the methodical buyer to convert, you have to hawk your credibility and share as much pertinent information necessary to debunk any skepticism.

\n

The humanistic buyer makes up 15% of the spectrum. Emotionally driven, the humanistic buyer is more motivated by being able to relate to something rather than by numbers. They are most interested in buying something that can help them. Imagery, storytelling, testimonials and any messaging that evokes emotion are particularly effective ways to reach the humanistic buyer.

\n

How to Create Buyer Personas

\n

The Eisenberg brothers’ buyer personas separate customers based on the speed of their decisions and how they behave when making a purchase, but those four categories aren’t the be all, end all of buyer personas.

\n

Your business is unique, and so are your buyer personas.

\n

Researching and creating unique buyer personas is a smart move for any business because it will provide valuable insight into how to appeal to your customers. Otherwise, you’re taking a shot in the dark. If you don’t know exactly which prospective customers you’re going after, how can you expect to convert them successfully?

\n

Instead of assuming what your customers will respond to, you’ll KNOW what they’ll respond to.

\n

Buyer personas go beyond the obvious details (age, gender, geographic location, etc.) and get way more specific. Think demographics, personality traits, interests, beliefs and motivations. Together, those characteristics represent one type of ideal customer. The customer is even given a name and considered to be an actual person. Here's a great example:

\n

\"buyer-persona-example.jpg\"

\n

Image Source

\n

There are lots of questions to ask when creating buyer personas. Ultimately, your primary objective is to get as specific as possible. If there's one thing you can never do enough of, it's research. Ask yourself:

\n

What’s a day in the life? Determine your persona’s typical day, including their job responsibilities and what they do outside of work. What are their job hours? Do they spend more time at work or home? Where would they rather be? What do they do to blow off steam or have fun?

\n

Don’t make the mistake of creating personas in silos. In real life, personas interact with one another. If you want your personas to be of us, incorporate their relationships with other personas, like a supervisor’s relationship with a subordinate employee. This provides a much deeper understanding of a persona’s behaviors, pain points and obstacles.

\n

To really understand what it’s like to walk in a persona’s shoes, write it in the first-person. First-person wording is much more insightful than a third-person explanation.

\n

What are their objectives? You want your message to resonate. To do that, you have to know what your persona’s goals and responsibilities are.

\n

What are their pain points? Get granular when identifying your persona’s problems. How do these problems make them feel? For example, your persona isn’t frustrated by “inefficiencies” in the workplace; they’re frustrated by a convoluted workflow that prevents them from reaching deadlines.

\n

In the uber-competitive business climate we live in, fully fleshing out your buyer personas is worth your while. According to a 2016 benchmark study conducted by Cintell, a customer intelligence platform that helps businesses better understand their customers, 71% of companies who exceed revenue and lead goals use personas, compared to the 37% who simply meet goals and the 26% who miss goals entirely. Increased website traffic, improved open and click-through rates, more revenue and more leads are just a few of the benefits you can expect from creating a robust arsenal of buyer personas.

\n

Your buyer personas are fictional versions of your actual buyers, but they are based on actual data. How do you get that data? Heat maps, the search terms used to find your business, the content they view, customer feedback, Facebook Insights, etc.

\n

Another method not typically included in that list of “actual data” is A/B testing, which can provide keen insights into your buyers by using customer behavior to fine tune your personas.

\n

A/B Testing Basics

\n

A/B testing is a critical component of any marketing plan and is hopefully already a part of your efforts. For those who are unfamiliar, A/B testing is like conducting a scientific experiment (flashback to high school biology): There is a control group and an experimental group, or variation.

\n

An A/B test pits one variable against another, like a green CTA button versus a red one, or one landing page layout versus another, to see which performs better.

\n

Experimenting with different headlines, wording, landing page layout and CTA buttons can lead you in the direction of higher conversion rates and more revenue.

\n

How to Analyze A/B Tests

\n

Launch your control (A) first. Once it’s been up and running for 24 to 48 hours, it’s time to analyze. Ask yourself:

\n\n

Once you establish the areas that can be improved upon, you can create and launch your variation (B).

\n

To be able to assess performance accurately, both variations need to be running at the same time for enough time to see substantial results. So, how much time is enough?

\n

It depends, but the amount of traffic is often the determining factor. For example, if you’re A/B testing Facebook ads typically don’t get a lot of traction, it will take longer to run the A/B test. The only exception is if you’re testing timing, say with finding the best time to send out emails.

\n

There are a number of tools you can use to analyze results. Some are pricey; some are free; some are built-in. Tools like Optimizely and Kissmetrics A/B Test Report provide super in-depth data. Apps like Hemingway and Grammarly can help you tighten up your copy and make it easier to read. WordPress plugins like Nelio A/B Testing and Simple Page Tester allow you to track visits, heat maps and more. MailChimp already has built-in A/B testing.

\n

You can also set up a free Google Alert, which will help you determine which AdWords or organic search terms may be worth testing. It also enables you to keep tabs on your competitors’ messaging. You’ll get an email for any new mentions of a keyword, phrase, company, etc.

\n

Testing 1, 2, 3...

\n

Some of your buyer persona details may be open to interpretation, but A/B testing gives you hard and fast evidence of your persona’s likes, dislikes, wants, needs and beliefs.

\n

Pretend you’re a pastry chef known creating exquisite wedding cakes. As an experienced and in-demand pastry chef, you know that your buyer is typically a bride who needs to book with you at least 6 to 12 months out, especially if they’re getting married during the summer. You also know that your buyer is mainly motivated by fear: fear that if they don’t book soon, their big day won’t include an expertly crafted cake. Their wedding may be a year away, but your availability is already dwindling. In turn, your messaging will speak to that fear.

\n

But you’d be making a mistake by only speaking to that motivation. Don’t isolate the buyers who aren’t driven by fear. A simple A/B test will help you determine which type of buyer persona makes up the bulk of your audience.

\n

To figure it out, you’d A/B test two landing pages: one that is fear-based and one that focuses on your talent as a seasoned pastry chef and the quality of your services, complete with testimonials that prove you are the best of the best. Both landing pages include an opt-in form that asks for a name, email and wedding date to get more information about pricing, availability and scheduling a tasting.

\n

Whichever landing page has a higher conversion rate is your real buyer persona.

\n

An A/B test will give you concrete evidence as to why the buyer took a particular action. You’ll know whether they’re more motivated by fear or what they have to gain; whether they respond to positive or negative language; and what key selling point made them hit the “submit” button.

\n

Each buyer persona is looking to get something different out of your website and content. With A/B testing, you don’t have to leave it to chance. Once you’ve conducted enough A/B tests to know what makes your buyer persona tick, you’ll know exactly how to resonate with them. It becomes formulaic.

\n

Update Your Buyer Personas

\n

Creating buyer personas isn’t a once and done deal. Buyers change and evolve; naturally, personas can become dated and irrelevant over time. If you want your personas to deliver value to your business, you have to update them continuously.

\n

In the aforementioned Cintell study, nearly 65% of companies that updated their personas within the last 6 months exceeded their lead and revenue goals. In fact, those companies that exceeded revenue goals were 7.4 times more likely to have updated their personas within the last 6 months than their underperforming competition. Keep your personas fresh and relevant by revisiting them at least every 6 months. Assign a point person to keep personas up to date.

\n

That Cintell study also found that fewer than 30% of survey participants could confidently report that at least half of their organization would be able to name their personas and cite their attributes. If you’ve taken the time to flesh out and A/B test your personas, don’t let that hard work go to waste. Make sure your team understands the significance of buyer personas and the value that they add. Distribute your buyer persona insights to your marketing team, so your research will be utilized.

\n

Once you’ve identified your buyer personas through A/B testing, you’ll be able to create landing pages, blog posts, emails, Facebook ads and other types of messaging that your buyers will truly be interested in. And because buyer personas are dynamic in nature, you can always fix what isn’t working, and you can always make something that is working work even better.

","placement_guids":[],"enable_google_amp_output_override":false,"css":{},"campaign_utm":null},"meta_description":"Creating buyer personas is a smart move for any business. Learn how A/B testing buyer personas can help you determine your customers and tailor your marketing.","name":"To Determine Your Business’s Buyer Personas, Try A/B Testing","page_redirected":false,"page_title":"To Determine Your Business’s Buyer Personas, Try A/B Testing","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":[],"portal_id":160334,"post_body":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n\n

Designing one landing page or running one Facebook ad just doesn’t work anymore. Unfortunately, there is no foolproof, one-size-fits-all methodology when it comes to getting more clicks, sign ups or conversions.

\n

You need to have a set of specific buyer personas in place and tailor your content accordingly. If not, you’re conducting your marketing efforts rather blindly.

\n

Types of Buyer Personas

\n

In Waiting for Your Cat to Bark?, online marketing experts Bryan and Jeffrey Eisenberg suggest that all customers can be split up into four buyer personas: competitive, spontaneous, methodical and humanistic. Although there are four distinct buyer personas, every person who sees a Facebook ad, opens an email or visits a landing page is going to ask themselves the same question: What’s in it for me?

\n

The competitive buyer makes up 5-10% of the buyer persona spectrum. They value speed and efficiency and make decisions quickly. The competitive buyer is primarily motivated by the competitive advantage they could gain, regardless of cost. If you want the competitive buyer to convert, you have to blatantly state the benefits and the advantage they have to gain with the evidence to back it up. The competitive buyer is very data-driven.

\n

The spontaneous buyer makes up 25-35% of the spectrum. They’re easy-going and make decisions quickly, but unlike the competitive buyer who is motivated by logic and numbers, the spontaneous buyer is motivated by emotion. If you want the spontaneous buyer to convert, you have to make them feel like they’re trying something new and exciting for the first time. The spontaneous buyer tends to be easily distracted, so make sure your messaging and design get right to the point without being too plain or boring.

\n

The methodical buyer makes up the largest chunk of the spectrum: 45%, according to the Eisenberg brothers. They are in no rush to make a decision. The methodical buyer is driven by logic and doesn’t make a decision without researching the facts and evidence. If they have questions, they want answers. They’re the type of buyer who reads the fine print. To get the methodical buyer to convert, you have to hawk your credibility and share as much pertinent information necessary to debunk any skepticism.

\n

The humanistic buyer makes up 15% of the spectrum. Emotionally driven, the humanistic buyer is more motivated by being able to relate to something rather than by numbers. They are most interested in buying something that can help them. Imagery, storytelling, testimonials and any messaging that evokes emotion are particularly effective ways to reach the humanistic buyer.

\n

How to Create Buyer Personas

\n

The Eisenberg brothers’ buyer personas separate customers based on the speed of their decisions and how they behave when making a purchase, but those four categories aren’t the be all, end all of buyer personas.

\n

Your business is unique, and so are your buyer personas.

\n

Researching and creating unique buyer personas is a smart move for any business because it will provide valuable insight into how to appeal to your customers. Otherwise, you’re taking a shot in the dark. If you don’t know exactly which prospective customers you’re going after, how can you expect to convert them successfully?

\n

Instead of assuming what your customers will respond to, you’ll KNOW what they’ll respond to.

\n

Buyer personas go beyond the obvious details (age, gender, geographic location, etc.) and get way more specific. Think demographics, personality traits, interests, beliefs and motivations. Together, those characteristics represent one type of ideal customer. The customer is even given a name and considered to be an actual person. Here's a great example:

\n

\"buyer-persona-example.jpg\"

\n

Image Source

\n

There are lots of questions to ask when creating buyer personas. Ultimately, your primary objective is to get as specific as possible. If there's one thing you can never do enough of, it's research. Ask yourself:

\n

What’s a day in the life? Determine your persona’s typical day, including their job responsibilities and what they do outside of work. What are their job hours? Do they spend more time at work or home? Where would they rather be? What do they do to blow off steam or have fun?

\n

Don’t make the mistake of creating personas in silos. In real life, personas interact with one another. If you want your personas to be of us, incorporate their relationships with other personas, like a supervisor’s relationship with a subordinate employee. This provides a much deeper understanding of a persona’s behaviors, pain points and obstacles.

\n

To really understand what it’s like to walk in a persona’s shoes, write it in the first-person. First-person wording is much more insightful than a third-person explanation.

\n

What are their objectives? You want your message to resonate. To do that, you have to know what your persona’s goals and responsibilities are.

\n

What are their pain points? Get granular when identifying your persona’s problems. How do these problems make them feel? For example, your persona isn’t frustrated by “inefficiencies” in the workplace; they’re frustrated by a convoluted workflow that prevents them from reaching deadlines.

\n

In the uber-competitive business climate we live in, fully fleshing out your buyer personas is worth your while. According to a 2016 benchmark study conducted by Cintell, a customer intelligence platform that helps businesses better understand their customers, 71% of companies who exceed revenue and lead goals use personas, compared to the 37% who simply meet goals and the 26% who miss goals entirely. Increased website traffic, improved open and click-through rates, more revenue and more leads are just a few of the benefits you can expect from creating a robust arsenal of buyer personas.

\n

Your buyer personas are fictional versions of your actual buyers, but they are based on actual data. How do you get that data? Heat maps, the search terms used to find your business, the content they view, customer feedback, Facebook Insights, etc.

\n

Another method not typically included in that list of “actual data” is A/B testing, which can provide keen insights into your buyers by using customer behavior to fine tune your personas.

\n

A/B Testing Basics

\n

A/B testing is a critical component of any marketing plan and is hopefully already a part of your efforts. For those who are unfamiliar, A/B testing is like conducting a scientific experiment (flashback to high school biology): There is a control group and an experimental group, or variation.

\n

An A/B test pits one variable against another, like a green CTA button versus a red one, or one landing page layout versus another, to see which performs better.

\n

Experimenting with different headlines, wording, landing page layout and CTA buttons can lead you in the direction of higher conversion rates and more revenue.

\n

How to Analyze A/B Tests

\n

Launch your control (A) first. Once it’s been up and running for 24 to 48 hours, it’s time to analyze. Ask yourself:

\n\n

Once you establish the areas that can be improved upon, you can create and launch your variation (B).

\n

To be able to assess performance accurately, both variations need to be running at the same time for enough time to see substantial results. So, how much time is enough?

\n

It depends, but the amount of traffic is often the determining factor. For example, if you’re A/B testing Facebook ads typically don’t get a lot of traction, it will take longer to run the A/B test. The only exception is if you’re testing timing, say with finding the best time to send out emails.

\n

There are a number of tools you can use to analyze results. Some are pricey; some are free; some are built-in. Tools like Optimizely and Kissmetrics A/B Test Report provide super in-depth data. Apps like Hemingway and Grammarly can help you tighten up your copy and make it easier to read. WordPress plugins like Nelio A/B Testing and Simple Page Tester allow you to track visits, heat maps and more. MailChimp already has built-in A/B testing.

\n

You can also set up a free Google Alert, which will help you determine which AdWords or organic search terms may be worth testing. It also enables you to keep tabs on your competitors’ messaging. You’ll get an email for any new mentions of a keyword, phrase, company, etc.

\n

Testing 1, 2, 3...

\n

Some of your buyer persona details may be open to interpretation, but A/B testing gives you hard and fast evidence of your persona’s likes, dislikes, wants, needs and beliefs.

\n

Pretend you’re a pastry chef known creating exquisite wedding cakes. As an experienced and in-demand pastry chef, you know that your buyer is typically a bride who needs to book with you at least 6 to 12 months out, especially if they’re getting married during the summer. You also know that your buyer is mainly motivated by fear: fear that if they don’t book soon, their big day won’t include an expertly crafted cake. Their wedding may be a year away, but your availability is already dwindling. In turn, your messaging will speak to that fear.

\n

But you’d be making a mistake by only speaking to that motivation. Don’t isolate the buyers who aren’t driven by fear. A simple A/B test will help you determine which type of buyer persona makes up the bulk of your audience.

\n

To figure it out, you’d A/B test two landing pages: one that is fear-based and one that focuses on your talent as a seasoned pastry chef and the quality of your services, complete with testimonials that prove you are the best of the best. Both landing pages include an opt-in form that asks for a name, email and wedding date to get more information about pricing, availability and scheduling a tasting.

\n

Whichever landing page has a higher conversion rate is your real buyer persona.

\n

An A/B test will give you concrete evidence as to why the buyer took a particular action. You’ll know whether they’re more motivated by fear or what they have to gain; whether they respond to positive or negative language; and what key selling point made them hit the “submit” button.

\n

Each buyer persona is looking to get something different out of your website and content. With A/B testing, you don’t have to leave it to chance. Once you’ve conducted enough A/B tests to know what makes your buyer persona tick, you’ll know exactly how to resonate with them. It becomes formulaic.

\n

Update Your Buyer Personas

\n

Creating buyer personas isn’t a once and done deal. Buyers change and evolve; naturally, personas can become dated and irrelevant over time. If you want your personas to deliver value to your business, you have to update them continuously.

\n

In the aforementioned Cintell study, nearly 65% of companies that updated their personas within the last 6 months exceeded their lead and revenue goals. In fact, those companies that exceeded revenue goals were 7.4 times more likely to have updated their personas within the last 6 months than their underperforming competition. Keep your personas fresh and relevant by revisiting them at least every 6 months. Assign a point person to keep personas up to date.

\n

That Cintell study also found that fewer than 30% of survey participants could confidently report that at least half of their organization would be able to name their personas and cite their attributes. If you’ve taken the time to flesh out and A/B test your personas, don’t let that hard work go to waste. Make sure your team understands the significance of buyer personas and the value that they add. Distribute your buyer persona insights to your marketing team, so your research will be utilized.

\n

Once you’ve identified your buyer personas through A/B testing, you’ll be able to create landing pages, blog posts, emails, Facebook ads and other types of messaging that your buyers will truly be interested in. And because buyer personas are dynamic in nature, you can always fix what isn’t working, and you can always make something that is working work even better.

","post_body_rss":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n\n

Designing one landing page or running one Facebook ad just doesn’t work anymore. Unfortunately, there is no foolproof, one-size-fits-all methodology when it comes to getting more clicks, sign ups or conversions.

\n

You need to have a set of specific buyer personas in place and tailor your content accordingly. If not, you’re conducting your marketing efforts rather blindly.

\n

Types of Buyer Personas

\n

In Waiting for Your Cat to Bark?, online marketing experts Bryan and Jeffrey Eisenberg suggest that all customers can be split up into four buyer personas: competitive, spontaneous, methodical and humanistic. Although there are four distinct buyer personas, every person who sees a Facebook ad, opens an email or visits a landing page is going to ask themselves the same question: What’s in it for me?

\n

The competitive buyer makes up 5-10% of the buyer persona spectrum. They value speed and efficiency and make decisions quickly. The competitive buyer is primarily motivated by the competitive advantage they could gain, regardless of cost. If you want the competitive buyer to convert, you have to blatantly state the benefits and the advantage they have to gain with the evidence to back it up. The competitive buyer is very data-driven.

\n

The spontaneous buyer makes up 25-35% of the spectrum. They’re easy-going and make decisions quickly, but unlike the competitive buyer who is motivated by logic and numbers, the spontaneous buyer is motivated by emotion. If you want the spontaneous buyer to convert, you have to make them feel like they’re trying something new and exciting for the first time. The spontaneous buyer tends to be easily distracted, so make sure your messaging and design get right to the point without being too plain or boring.

\n

The methodical buyer makes up the largest chunk of the spectrum: 45%, according to the Eisenberg brothers. They are in no rush to make a decision. The methodical buyer is driven by logic and doesn’t make a decision without researching the facts and evidence. If they have questions, they want answers. They’re the type of buyer who reads the fine print. To get the methodical buyer to convert, you have to hawk your credibility and share as much pertinent information necessary to debunk any skepticism.

\n

The humanistic buyer makes up 15% of the spectrum. Emotionally driven, the humanistic buyer is more motivated by being able to relate to something rather than by numbers. They are most interested in buying something that can help them. Imagery, storytelling, testimonials and any messaging that evokes emotion are particularly effective ways to reach the humanistic buyer.

\n

How to Create Buyer Personas

\n

The Eisenberg brothers’ buyer personas separate customers based on the speed of their decisions and how they behave when making a purchase, but those four categories aren’t the be all, end all of buyer personas.

\n

Your business is unique, and so are your buyer personas.

\n

Researching and creating unique buyer personas is a smart move for any business because it will provide valuable insight into how to appeal to your customers. Otherwise, you’re taking a shot in the dark. If you don’t know exactly which prospective customers you’re going after, how can you expect to convert them successfully?

\n

Instead of assuming what your customers will respond to, you’ll KNOW what they’ll respond to.

\n

Buyer personas go beyond the obvious details (age, gender, geographic location, etc.) and get way more specific. Think demographics, personality traits, interests, beliefs and motivations. Together, those characteristics represent one type of ideal customer. The customer is even given a name and considered to be an actual person. Here's a great example:

\n

\"buyer-persona-example.jpg\"

\n

Image Source

\n

There are lots of questions to ask when creating buyer personas. Ultimately, your primary objective is to get as specific as possible. If there's one thing you can never do enough of, it's research. Ask yourself:

\n

What’s a day in the life? Determine your persona’s typical day, including their job responsibilities and what they do outside of work. What are their job hours? Do they spend more time at work or home? Where would they rather be? What do they do to blow off steam or have fun?

\n

Don’t make the mistake of creating personas in silos. In real life, personas interact with one another. If you want your personas to be of us, incorporate their relationships with other personas, like a supervisor’s relationship with a subordinate employee. This provides a much deeper understanding of a persona’s behaviors, pain points and obstacles.

\n

To really understand what it’s like to walk in a persona’s shoes, write it in the first-person. First-person wording is much more insightful than a third-person explanation.

\n

What are their objectives? You want your message to resonate. To do that, you have to know what your persona’s goals and responsibilities are.

\n

What are their pain points? Get granular when identifying your persona’s problems. How do these problems make them feel? For example, your persona isn’t frustrated by “inefficiencies” in the workplace; they’re frustrated by a convoluted workflow that prevents them from reaching deadlines.

\n

In the uber-competitive business climate we live in, fully fleshing out your buyer personas is worth your while. According to a 2016 benchmark study conducted by Cintell, a customer intelligence platform that helps businesses better understand their customers, 71% of companies who exceed revenue and lead goals use personas, compared to the 37% who simply meet goals and the 26% who miss goals entirely. Increased website traffic, improved open and click-through rates, more revenue and more leads are just a few of the benefits you can expect from creating a robust arsenal of buyer personas.

\n

Your buyer personas are fictional versions of your actual buyers, but they are based on actual data. How do you get that data? Heat maps, the search terms used to find your business, the content they view, customer feedback, Facebook Insights, etc.

\n

Another method not typically included in that list of “actual data” is A/B testing, which can provide keen insights into your buyers by using customer behavior to fine tune your personas.

\n

A/B Testing Basics

\n

A/B testing is a critical component of any marketing plan and is hopefully already a part of your efforts. For those who are unfamiliar, A/B testing is like conducting a scientific experiment (flashback to high school biology): There is a control group and an experimental group, or variation.

\n

An A/B test pits one variable against another, like a green CTA button versus a red one, or one landing page layout versus another, to see which performs better.

\n

Experimenting with different headlines, wording, landing page layout and CTA buttons can lead you in the direction of higher conversion rates and more revenue.

\n

How to Analyze A/B Tests

\n

Launch your control (A) first. Once it’s been up and running for 24 to 48 hours, it’s time to analyze. Ask yourself:

\n\n

Once you establish the areas that can be improved upon, you can create and launch your variation (B).

\n

To be able to assess performance accurately, both variations need to be running at the same time for enough time to see substantial results. So, how much time is enough?

\n

It depends, but the amount of traffic is often the determining factor. For example, if you’re A/B testing Facebook ads typically don’t get a lot of traction, it will take longer to run the A/B test. The only exception is if you’re testing timing, say with finding the best time to send out emails.

\n

There are a number of tools you can use to analyze results. Some are pricey; some are free; some are built-in. Tools like Optimizely and Kissmetrics A/B Test Report provide super in-depth data. Apps like Hemingway and Grammarly can help you tighten up your copy and make it easier to read. WordPress plugins like Nelio A/B Testing and Simple Page Tester allow you to track visits, heat maps and more. MailChimp already has built-in A/B testing.

\n

You can also set up a free Google Alert, which will help you determine which AdWords or organic search terms may be worth testing. It also enables you to keep tabs on your competitors’ messaging. You’ll get an email for any new mentions of a keyword, phrase, company, etc.

\n

Testing 1, 2, 3...

\n

Some of your buyer persona details may be open to interpretation, but A/B testing gives you hard and fast evidence of your persona’s likes, dislikes, wants, needs and beliefs.

\n

Pretend you’re a pastry chef known creating exquisite wedding cakes. As an experienced and in-demand pastry chef, you know that your buyer is typically a bride who needs to book with you at least 6 to 12 months out, especially if they’re getting married during the summer. You also know that your buyer is mainly motivated by fear: fear that if they don’t book soon, their big day won’t include an expertly crafted cake. Their wedding may be a year away, but your availability is already dwindling. In turn, your messaging will speak to that fear.

\n

But you’d be making a mistake by only speaking to that motivation. Don’t isolate the buyers who aren’t driven by fear. A simple A/B test will help you determine which type of buyer persona makes up the bulk of your audience.

\n

To figure it out, you’d A/B test two landing pages: one that is fear-based and one that focuses on your talent as a seasoned pastry chef and the quality of your services, complete with testimonials that prove you are the best of the best. Both landing pages include an opt-in form that asks for a name, email and wedding date to get more information about pricing, availability and scheduling a tasting.

\n

Whichever landing page has a higher conversion rate is your real buyer persona.

\n

An A/B test will give you concrete evidence as to why the buyer took a particular action. You’ll know whether they’re more motivated by fear or what they have to gain; whether they respond to positive or negative language; and what key selling point made them hit the “submit” button.

\n

Each buyer persona is looking to get something different out of your website and content. With A/B testing, you don’t have to leave it to chance. Once you’ve conducted enough A/B tests to know what makes your buyer persona tick, you’ll know exactly how to resonate with them. It becomes formulaic.

\n

Update Your Buyer Personas

\n

Creating buyer personas isn’t a once and done deal. Buyers change and evolve; naturally, personas can become dated and irrelevant over time. If you want your personas to deliver value to your business, you have to update them continuously.

\n

In the aforementioned Cintell study, nearly 65% of companies that updated their personas within the last 6 months exceeded their lead and revenue goals. In fact, those companies that exceeded revenue goals were 7.4 times more likely to have updated their personas within the last 6 months than their underperforming competition. Keep your personas fresh and relevant by revisiting them at least every 6 months. Assign a point person to keep personas up to date.

\n

That Cintell study also found that fewer than 30% of survey participants could confidently report that at least half of their organization would be able to name their personas and cite their attributes. If you’ve taken the time to flesh out and A/B test your personas, don’t let that hard work go to waste. Make sure your team understands the significance of buyer personas and the value that they add. Distribute your buyer persona insights to your marketing team, so your research will be utilized.

\n

Once you’ve identified your buyer personas through A/B testing, you’ll be able to create landing pages, blog posts, emails, Facebook ads and other types of messaging that your buyers will truly be interested in. And because buyer personas are dynamic in nature, you can always fix what isn’t working, and you can always make something that is working work even better.

","post_email_content":"\n \n \n

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n \n","post_email_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/Buyer%20Personas.jpg","post_featured_image_if_enabled":"https://cdn2.hubspot.net/hubfs/160334/Buyer%20Personas.jpg","post_list_content":"\n \n \n

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n \n","post_list_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/Buyer%20Personas.jpg","post_rss_content":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n\n

Designing one landing page or running one Facebook ad just doesn’t work anymore. Unfortunately, there is no foolproof, one-size-fits-all methodology when it comes to getting more clicks, sign ups or conversions.

\n

You need to have a set of specific buyer personas in place and tailor your content accordingly. If not, you’re conducting your marketing efforts rather blindly.

\n

Types of Buyer Personas

\n

In Waiting for Your Cat to Bark?, online marketing experts Bryan and Jeffrey Eisenberg suggest that all customers can be split up into four buyer personas: competitive, spontaneous, methodical and humanistic. Although there are four distinct buyer personas, every person who sees a Facebook ad, opens an email or visits a landing page is going to ask themselves the same question: What’s in it for me?

\n

The competitive buyer makes up 5-10% of the buyer persona spectrum. They value speed and efficiency and make decisions quickly. The competitive buyer is primarily motivated by the competitive advantage they could gain, regardless of cost. If you want the competitive buyer to convert, you have to blatantly state the benefits and the advantage they have to gain with the evidence to back it up. The competitive buyer is very data-driven.

\n

The spontaneous buyer makes up 25-35% of the spectrum. They’re easy-going and make decisions quickly, but unlike the competitive buyer who is motivated by logic and numbers, the spontaneous buyer is motivated by emotion. If you want the spontaneous buyer to convert, you have to make them feel like they’re trying something new and exciting for the first time. The spontaneous buyer tends to be easily distracted, so make sure your messaging and design get right to the point without being too plain or boring.

\n

The methodical buyer makes up the largest chunk of the spectrum: 45%, according to the Eisenberg brothers. They are in no rush to make a decision. The methodical buyer is driven by logic and doesn’t make a decision without researching the facts and evidence. If they have questions, they want answers. They’re the type of buyer who reads the fine print. To get the methodical buyer to convert, you have to hawk your credibility and share as much pertinent information necessary to debunk any skepticism.

\n

The humanistic buyer makes up 15% of the spectrum. Emotionally driven, the humanistic buyer is more motivated by being able to relate to something rather than by numbers. They are most interested in buying something that can help them. Imagery, storytelling, testimonials and any messaging that evokes emotion are particularly effective ways to reach the humanistic buyer.

\n

How to Create Buyer Personas

\n

The Eisenberg brothers’ buyer personas separate customers based on the speed of their decisions and how they behave when making a purchase, but those four categories aren’t the be all, end all of buyer personas.

\n

Your business is unique, and so are your buyer personas.

\n

Researching and creating unique buyer personas is a smart move for any business because it will provide valuable insight into how to appeal to your customers. Otherwise, you’re taking a shot in the dark. If you don’t know exactly which prospective customers you’re going after, how can you expect to convert them successfully?

\n

Instead of assuming what your customers will respond to, you’ll KNOW what they’ll respond to.

\n

Buyer personas go beyond the obvious details (age, gender, geographic location, etc.) and get way more specific. Think demographics, personality traits, interests, beliefs and motivations. Together, those characteristics represent one type of ideal customer. The customer is even given a name and considered to be an actual person. Here's a great example:

\n

\"buyer-persona-example.jpg\"

\n

Image Source

\n

There are lots of questions to ask when creating buyer personas. Ultimately, your primary objective is to get as specific as possible. If there's one thing you can never do enough of, it's research. Ask yourself:

\n

What’s a day in the life? Determine your persona’s typical day, including their job responsibilities and what they do outside of work. What are their job hours? Do they spend more time at work or home? Where would they rather be? What do they do to blow off steam or have fun?

\n

Don’t make the mistake of creating personas in silos. In real life, personas interact with one another. If you want your personas to be of us, incorporate their relationships with other personas, like a supervisor’s relationship with a subordinate employee. This provides a much deeper understanding of a persona’s behaviors, pain points and obstacles.

\n

To really understand what it’s like to walk in a persona’s shoes, write it in the first-person. First-person wording is much more insightful than a third-person explanation.

\n

What are their objectives? You want your message to resonate. To do that, you have to know what your persona’s goals and responsibilities are.

\n

What are their pain points? Get granular when identifying your persona’s problems. How do these problems make them feel? For example, your persona isn’t frustrated by “inefficiencies” in the workplace; they’re frustrated by a convoluted workflow that prevents them from reaching deadlines.

\n

In the uber-competitive business climate we live in, fully fleshing out your buyer personas is worth your while. According to a 2016 benchmark study conducted by Cintell, a customer intelligence platform that helps businesses better understand their customers, 71% of companies who exceed revenue and lead goals use personas, compared to the 37% who simply meet goals and the 26% who miss goals entirely. Increased website traffic, improved open and click-through rates, more revenue and more leads are just a few of the benefits you can expect from creating a robust arsenal of buyer personas.

\n

Your buyer personas are fictional versions of your actual buyers, but they are based on actual data. How do you get that data? Heat maps, the search terms used to find your business, the content they view, customer feedback, Facebook Insights, etc.

\n

Another method not typically included in that list of “actual data” is A/B testing, which can provide keen insights into your buyers by using customer behavior to fine tune your personas.

\n

A/B Testing Basics

\n

A/B testing is a critical component of any marketing plan and is hopefully already a part of your efforts. For those who are unfamiliar, A/B testing is like conducting a scientific experiment (flashback to high school biology): There is a control group and an experimental group, or variation.

\n

An A/B test pits one variable against another, like a green CTA button versus a red one, or one landing page layout versus another, to see which performs better.

\n

Experimenting with different headlines, wording, landing page layout and CTA buttons can lead you in the direction of higher conversion rates and more revenue.

\n

How to Analyze A/B Tests

\n

Launch your control (A) first. Once it’s been up and running for 24 to 48 hours, it’s time to analyze. Ask yourself:

\n\n

Once you establish the areas that can be improved upon, you can create and launch your variation (B).

\n

To be able to assess performance accurately, both variations need to be running at the same time for enough time to see substantial results. So, how much time is enough?

\n

It depends, but the amount of traffic is often the determining factor. For example, if you’re A/B testing Facebook ads typically don’t get a lot of traction, it will take longer to run the A/B test. The only exception is if you’re testing timing, say with finding the best time to send out emails.

\n

There are a number of tools you can use to analyze results. Some are pricey; some are free; some are built-in. Tools like Optimizely and Kissmetrics A/B Test Report provide super in-depth data. Apps like Hemingway and Grammarly can help you tighten up your copy and make it easier to read. WordPress plugins like Nelio A/B Testing and Simple Page Tester allow you to track visits, heat maps and more. MailChimp already has built-in A/B testing.

\n

You can also set up a free Google Alert, which will help you determine which AdWords or organic search terms may be worth testing. It also enables you to keep tabs on your competitors’ messaging. You’ll get an email for any new mentions of a keyword, phrase, company, etc.

\n

Testing 1, 2, 3...

\n

Some of your buyer persona details may be open to interpretation, but A/B testing gives you hard and fast evidence of your persona’s likes, dislikes, wants, needs and beliefs.

\n

Pretend you’re a pastry chef known creating exquisite wedding cakes. As an experienced and in-demand pastry chef, you know that your buyer is typically a bride who needs to book with you at least 6 to 12 months out, especially if they’re getting married during the summer. You also know that your buyer is mainly motivated by fear: fear that if they don’t book soon, their big day won’t include an expertly crafted cake. Their wedding may be a year away, but your availability is already dwindling. In turn, your messaging will speak to that fear.

\n

But you’d be making a mistake by only speaking to that motivation. Don’t isolate the buyers who aren’t driven by fear. A simple A/B test will help you determine which type of buyer persona makes up the bulk of your audience.

\n

To figure it out, you’d A/B test two landing pages: one that is fear-based and one that focuses on your talent as a seasoned pastry chef and the quality of your services, complete with testimonials that prove you are the best of the best. Both landing pages include an opt-in form that asks for a name, email and wedding date to get more information about pricing, availability and scheduling a tasting.

\n

Whichever landing page has a higher conversion rate is your real buyer persona.

\n

An A/B test will give you concrete evidence as to why the buyer took a particular action. You’ll know whether they’re more motivated by fear or what they have to gain; whether they respond to positive or negative language; and what key selling point made them hit the “submit” button.

\n

Each buyer persona is looking to get something different out of your website and content. With A/B testing, you don’t have to leave it to chance. Once you’ve conducted enough A/B tests to know what makes your buyer persona tick, you’ll know exactly how to resonate with them. It becomes formulaic.

\n

Update Your Buyer Personas

\n

Creating buyer personas isn’t a once and done deal. Buyers change and evolve; naturally, personas can become dated and irrelevant over time. If you want your personas to deliver value to your business, you have to update them continuously.

\n

In the aforementioned Cintell study, nearly 65% of companies that updated their personas within the last 6 months exceeded their lead and revenue goals. In fact, those companies that exceeded revenue goals were 7.4 times more likely to have updated their personas within the last 6 months than their underperforming competition. Keep your personas fresh and relevant by revisiting them at least every 6 months. Assign a point person to keep personas up to date.

\n

That Cintell study also found that fewer than 30% of survey participants could confidently report that at least half of their organization would be able to name their personas and cite their attributes. If you’ve taken the time to flesh out and A/B test your personas, don’t let that hard work go to waste. Make sure your team understands the significance of buyer personas and the value that they add. Distribute your buyer persona insights to your marketing team, so your research will be utilized.

\n

Once you’ve identified your buyer personas through A/B testing, you’ll be able to create landing pages, blog posts, emails, Facebook ads and other types of messaging that your buyers will truly be interested in. And because buyer personas are dynamic in nature, you can always fix what isn’t working, and you can always make something that is working work even better.

","post_rss_summary_featured_image":"","post_summary":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n","post_summary_rss":"\n \n \n

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"etdpeXBT","processing_status":"PUBLISHED","publish_date":1487602800000,"publish_date_local_time":1487602800000,"publish_date_localized":{"date":1487602800000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":false,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/to-determine-your-businesss-buyer-personas-try-a/b-testing","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n\n

Designing one landing page or running one Facebook ad just doesn’t work anymore. Unfortunately, there is no foolproof, one-size-fits-all methodology when it comes to getting more clicks, sign ups or conversions.

\n

You need to have a set of specific buyer personas in place and tailor your content accordingly. If not, you’re conducting your marketing efforts rather blindly.

\n

Types of Buyer Personas

\n

In Waiting for Your Cat to Bark?, online marketing experts Bryan and Jeffrey Eisenberg suggest that all customers can be split up into four buyer personas: competitive, spontaneous, methodical and humanistic. Although there are four distinct buyer personas, every person who sees a Facebook ad, opens an email or visits a landing page is going to ask themselves the same question: What’s in it for me?

\n

The competitive buyer makes up 5-10% of the buyer persona spectrum. They value speed and efficiency and make decisions quickly. The competitive buyer is primarily motivated by the competitive advantage they could gain, regardless of cost. If you want the competitive buyer to convert, you have to blatantly state the benefits and the advantage they have to gain with the evidence to back it up. The competitive buyer is very data-driven.

\n

The spontaneous buyer makes up 25-35% of the spectrum. They’re easy-going and make decisions quickly, but unlike the competitive buyer who is motivated by logic and numbers, the spontaneous buyer is motivated by emotion. If you want the spontaneous buyer to convert, you have to make them feel like they’re trying something new and exciting for the first time. The spontaneous buyer tends to be easily distracted, so make sure your messaging and design get right to the point without being too plain or boring.

\n

The methodical buyer makes up the largest chunk of the spectrum: 45%, according to the Eisenberg brothers. They are in no rush to make a decision. The methodical buyer is driven by logic and doesn’t make a decision without researching the facts and evidence. If they have questions, they want answers. They’re the type of buyer who reads the fine print. To get the methodical buyer to convert, you have to hawk your credibility and share as much pertinent information necessary to debunk any skepticism.

\n

The humanistic buyer makes up 15% of the spectrum. Emotionally driven, the humanistic buyer is more motivated by being able to relate to something rather than by numbers. They are most interested in buying something that can help them. Imagery, storytelling, testimonials and any messaging that evokes emotion are particularly effective ways to reach the humanistic buyer.

\n

How to Create Buyer Personas

\n

The Eisenberg brothers’ buyer personas separate customers based on the speed of their decisions and how they behave when making a purchase, but those four categories aren’t the be all, end all of buyer personas.

\n

Your business is unique, and so are your buyer personas.

\n

Researching and creating unique buyer personas is a smart move for any business because it will provide valuable insight into how to appeal to your customers. Otherwise, you’re taking a shot in the dark. If you don’t know exactly which prospective customers you’re going after, how can you expect to convert them successfully?

\n

Instead of assuming what your customers will respond to, you’ll KNOW what they’ll respond to.

\n

Buyer personas go beyond the obvious details (age, gender, geographic location, etc.) and get way more specific. Think demographics, personality traits, interests, beliefs and motivations. Together, those characteristics represent one type of ideal customer. The customer is even given a name and considered to be an actual person. Here's a great example:

\n

\"buyer-persona-example.jpg\"

\n

Image Source

\n

There are lots of questions to ask when creating buyer personas. Ultimately, your primary objective is to get as specific as possible. If there's one thing you can never do enough of, it's research. Ask yourself:

\n

What’s a day in the life? Determine your persona’s typical day, including their job responsibilities and what they do outside of work. What are their job hours? Do they spend more time at work or home? Where would they rather be? What do they do to blow off steam or have fun?

\n

Don’t make the mistake of creating personas in silos. In real life, personas interact with one another. If you want your personas to be of us, incorporate their relationships with other personas, like a supervisor’s relationship with a subordinate employee. This provides a much deeper understanding of a persona’s behaviors, pain points and obstacles.

\n

To really understand what it’s like to walk in a persona’s shoes, write it in the first-person. First-person wording is much more insightful than a third-person explanation.

\n

What are their objectives? You want your message to resonate. To do that, you have to know what your persona’s goals and responsibilities are.

\n

What are their pain points? Get granular when identifying your persona’s problems. How do these problems make them feel? For example, your persona isn’t frustrated by “inefficiencies” in the workplace; they’re frustrated by a convoluted workflow that prevents them from reaching deadlines.

\n

In the uber-competitive business climate we live in, fully fleshing out your buyer personas is worth your while. According to a 2016 benchmark study conducted by Cintell, a customer intelligence platform that helps businesses better understand their customers, 71% of companies who exceed revenue and lead goals use personas, compared to the 37% who simply meet goals and the 26% who miss goals entirely. Increased website traffic, improved open and click-through rates, more revenue and more leads are just a few of the benefits you can expect from creating a robust arsenal of buyer personas.

\n

Your buyer personas are fictional versions of your actual buyers, but they are based on actual data. How do you get that data? Heat maps, the search terms used to find your business, the content they view, customer feedback, Facebook Insights, etc.

\n

Another method not typically included in that list of “actual data” is A/B testing, which can provide keen insights into your buyers by using customer behavior to fine tune your personas.

\n

A/B Testing Basics

\n

A/B testing is a critical component of any marketing plan and is hopefully already a part of your efforts. For those who are unfamiliar, A/B testing is like conducting a scientific experiment (flashback to high school biology): There is a control group and an experimental group, or variation.

\n

An A/B test pits one variable against another, like a green CTA button versus a red one, or one landing page layout versus another, to see which performs better.

\n

Experimenting with different headlines, wording, landing page layout and CTA buttons can lead you in the direction of higher conversion rates and more revenue.

\n

How to Analyze A/B Tests

\n

Launch your control (A) first. Once it’s been up and running for 24 to 48 hours, it’s time to analyze. Ask yourself:

\n\n

Once you establish the areas that can be improved upon, you can create and launch your variation (B).

\n

To be able to assess performance accurately, both variations need to be running at the same time for enough time to see substantial results. So, how much time is enough?

\n

It depends, but the amount of traffic is often the determining factor. For example, if you’re A/B testing Facebook ads typically don’t get a lot of traction, it will take longer to run the A/B test. The only exception is if you’re testing timing, say with finding the best time to send out emails.

\n

There are a number of tools you can use to analyze results. Some are pricey; some are free; some are built-in. Tools like Optimizely and Kissmetrics A/B Test Report provide super in-depth data. Apps like Hemingway and Grammarly can help you tighten up your copy and make it easier to read. WordPress plugins like Nelio A/B Testing and Simple Page Tester allow you to track visits, heat maps and more. MailChimp already has built-in A/B testing.

\n

You can also set up a free Google Alert, which will help you determine which AdWords or organic search terms may be worth testing. It also enables you to keep tabs on your competitors’ messaging. You’ll get an email for any new mentions of a keyword, phrase, company, etc.

\n

Testing 1, 2, 3...

\n

Some of your buyer persona details may be open to interpretation, but A/B testing gives you hard and fast evidence of your persona’s likes, dislikes, wants, needs and beliefs.

\n

Pretend you’re a pastry chef known creating exquisite wedding cakes. As an experienced and in-demand pastry chef, you know that your buyer is typically a bride who needs to book with you at least 6 to 12 months out, especially if they’re getting married during the summer. You also know that your buyer is mainly motivated by fear: fear that if they don’t book soon, their big day won’t include an expertly crafted cake. Their wedding may be a year away, but your availability is already dwindling. In turn, your messaging will speak to that fear.

\n

But you’d be making a mistake by only speaking to that motivation. Don’t isolate the buyers who aren’t driven by fear. A simple A/B test will help you determine which type of buyer persona makes up the bulk of your audience.

\n

To figure it out, you’d A/B test two landing pages: one that is fear-based and one that focuses on your talent as a seasoned pastry chef and the quality of your services, complete with testimonials that prove you are the best of the best. Both landing pages include an opt-in form that asks for a name, email and wedding date to get more information about pricing, availability and scheduling a tasting.

\n

Whichever landing page has a higher conversion rate is your real buyer persona.

\n

An A/B test will give you concrete evidence as to why the buyer took a particular action. You’ll know whether they’re more motivated by fear or what they have to gain; whether they respond to positive or negative language; and what key selling point made them hit the “submit” button.

\n

Each buyer persona is looking to get something different out of your website and content. With A/B testing, you don’t have to leave it to chance. Once you’ve conducted enough A/B tests to know what makes your buyer persona tick, you’ll know exactly how to resonate with them. It becomes formulaic.

\n

Update Your Buyer Personas

\n

Creating buyer personas isn’t a once and done deal. Buyers change and evolve; naturally, personas can become dated and irrelevant over time. If you want your personas to deliver value to your business, you have to update them continuously.

\n

In the aforementioned Cintell study, nearly 65% of companies that updated their personas within the last 6 months exceeded their lead and revenue goals. In fact, those companies that exceeded revenue goals were 7.4 times more likely to have updated their personas within the last 6 months than their underperforming competition. Keep your personas fresh and relevant by revisiting them at least every 6 months. Assign a point person to keep personas up to date.

\n

That Cintell study also found that fewer than 30% of survey participants could confidently report that at least half of their organization would be able to name their personas and cite their attributes. If you’ve taken the time to flesh out and A/B test your personas, don’t let that hard work go to waste. Make sure your team understands the significance of buyer personas and the value that they add. Distribute your buyer persona insights to your marketing team, so your research will be utilized.

\n

Once you’ve identified your buyer personas through A/B testing, you’ll be able to create landing pages, blog posts, emails, Facebook ads and other types of messaging that your buyers will truly be interested in. And because buyer personas are dynamic in nature, you can always fix what isn’t working, and you can always make something that is working work even better.

","rss_summary":"

Buyer personas? Good. A/B testing? Good. What about A/B testing buyer personas?

\n

Constructing buyer personas is useful for any business. Buyer personas determine the ways in which individuals can interact with your business. To sell a product or service to a prospective customer, you have to understand how that prospective customer buys.

\n","rss_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/Buyer%20Personas.jpg","slug":"inbound-marketing-agents-blog/to-determine-your-businesss-buyer-personas-try-a/b-testing","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"To Determine Your Business’s Buyer Personas, Try A/B Testing","topic_ids":[3576556606,3547737584,3747735590,3695587297,3747710320],"topic_list":[],"topic_names":[],"topics":[3576556606,3547737584,3747735590,3695587297,3747710320],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1487603726983,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/to-determine-your-businesss-buyer-personas-try-a/b-testing","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/5-alternatives-to-lead-nurturing-emails","allowed_slug_conflict":false,"analytics_page_id":"4765861718","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"taylor@inboundmarketingagents.com","author_at":1486998937564,"author_email":"taylor@inboundmarketingagents.com","author_name":"Taylor Eben","author_user_id":3302629,"author_username":"taylor@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1447895684425,"deleted_at":0,"display_name":"Jessica Bowers Hopson","email":"jbowers@inboundmarketingagents.com","facebook":"","full_name":"Jessica Bowers Hopson","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/00162c147d02d355a408990df3dd9614","has_social_profiles":false,"id":3607057177,"linkedin":"","portal_id":160334,"slug":"jessica-bowers-hopson","twitter":"","twitter_username":"","updated":1463421415488,"username":"jbowers@inboundmarketingagents.com","website":""},"blog_author_id":3607057177,"blog_post_author":{"avatar":"","bio":"","created":1447895684425,"deleted_at":0,"display_name":"Jessica Bowers Hopson","email":"jbowers@inboundmarketingagents.com","facebook":"","full_name":"Jessica Bowers Hopson","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/00162c147d02d355a408990df3dd9614","has_social_profiles":false,"id":3607057177,"linkedin":"","portal_id":160334,"slug":"jessica-bowers-hopson","twitter":"","twitter_username":"","updated":1463421415488,"username":"jbowers@inboundmarketingagents.com","website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1486758393000,"created_time":1486758393000,"css":{},"css_text":"","ctas":null,"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/Lead%20Nurturing-2.jpg","featured_image_alt_text":"","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1486998000000,"has_user_changes":true,"html_title":"5 Alternatives to Lead Nurturing Emails","id":4765861718,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"5 Alternatives to Lead Nurturing Emails","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"has_user_changes":true,"author_username":"taylor@inboundmarketingagents.com","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"topic_ids":[3695587297,3614576727,3576556606],"last_edit_update_id":null,"author_user_id":3302629,"css_text":"","rss_summary":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n","last_edit_session_id":null,"publish_immediately":false,"keywords":[],"campaign_name":null,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/Lead%20Nurturing-2.jpg","post_summary":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n","meta_description":"If you want leads to become customers, you have to nurture them through the buying cycle. Here are five email alternatives for nurturing leads.","html_title":"5 Alternatives to Lead Nurturing Emails","post_body":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n

First, you determine your ideal customer or prospect.

\n

You create the content those buyers are most interested in, like a clever social media campaign, a well-researched content strategy, or an irresistible offer.

\n

When the campaign seems perfect, you launch it into cyberspace.

\n

Then, you watch as the new leads roll in and congratulate yourself on a job well done.

\n

But your job as a marketer shouldn’t stop with lead generation or the handoff to the sales team. I dare say your most important work is yet to be done — nurturing those leads to become customers.

\n

Don’t Stop at the Opt-In

\n

Today, the competition for market share is intense. Regardless of your industry, there is competition for your product. If your business has no competition, Forbes says you may have a problem with your business model. So, unless you fall into that category, chances are, other similar businesses are going after your same target prospect.

\n

And the stronger your product, the more fierce the competition.

\n

Take this marketing agency, for example. As a HubSpot partner agency, there are more than 430 other marketing agencies around the world offering similar services and competing for a slice of the inbound market share.

\n

Because we all partner with HubSpot, we all offer similar services and a similar way of doing business. In fact, we all have access to similar resources to offer our customers and prospects.

\n

So how does one differentiate themselves in what may feel like a very crowded field?

\n

It’s not just what you do to attract a lead and capture their email address. It’s what you continue to do to nurture that lead through the buying cycle that increases your chances of success.

\n

You Need More than Email

\n

As marketers, we are often taught that email is the most effective way to nurture leads. But that too has become a crowded landscape. In 2015, the average business person received 122 emails per day. That’s 15 emails per hour! And that figure doesn’t even include the number of emails sent to personal email accounts.

\n

According to a study by Radicati, the number of business emails sent and received daily is expected to rise by 3% by 2019 to an average of 126 emails per day.

\n

If you are depending on email as your sole source of lead nurturing, you may want to consider augmenting your strategy with other nurturing activities to help your brand stand out.

\n

5 Nurturing Alternatives to Email

\n

As we continue to evolve and grow as an agency, we have experimented with different nurturing approaches to better connect with our prospects and potential customers. Here are 5 email alternatives we love for nurturing leads.

\n1. Use video retargeting ads.
\n

Facebook is one of the leading platforms for digital advertising, especially in the B2C space. The targeting capabilities allow you to narrow down exactly who you want to reach with specific content. (Savvy Facebook users can even set the parameters such that an ad can be served to just one individual.)

\n

One of the best ways to take advantage of Facebook’s detailed targeting parameters is by setting up retargeting ads. Often, retargeting ads are used to serve content to a visitor who did not convert on your original offer.

\n

However, Facebook ads can be used to retarget leads once they have converted to continue to nurture these leads to become customers.

\n

Think of it like this:

\n

A visitor clicks over to your landing page and opts in to your offer. Once you deem that lead qualified (whether through lead scoring or other factors), you want that lead to become a customer.

\n

So instead of (or in addition to) your sales team calling the lead, why not create a custom video thanking the person for opting in and providing additional value or content that continues to move them through the buying cycle?

\n

Create a custom Facebook audience by installing your Facebook pixel on your thank you page and serve the nurturing video to anyone who hits that thank you page.

\n

Continue to create custom audiences and videos for each phase of your buying cycle until someone becomes a customer.

\n

PRO TIP: Use this same strategy to serve thank you videos on Facebook once a lead converts to maintain client happiness.

\n

2. Engage in online user groups

\n

If your company, industry or product uses online forums, user groups or Facebook groups to network with leads or prospects, take advantage of the opportunity to participate in these groups and engage in conversation with group members. If this conversation is valuable, it can lead to customer conversion.

\n

Take this real-life example:

\n

Recently, I opted in to attend a webinar to improve my marketing skills. As is often the case with webinars, the company used it as a lead gen tool and pitched their training program at the end of the webinar.

\n

Even though the content was valuable, I was not ready to enroll in the program at the end of the webinar.

\n

However, the company has not lost me as a lead for their nurturing funnel. As soon as I registered for the webinar, I received an email inviting me to join the company’s Facebook mastermind group to interact with other marketer members.

\n

I joined the group and subscribed to the notifications, which means that I am consuming more of this company’s content that I likely would if it were just coming via email. In fact, I find myself often overlooking the emails in favor of the real-time conversations taking place on Facebook. And because the course leaders are engaged in the group, as well as other participants, I feel that I get much more valuable information than I would from the emails alone.

\n

3. Implement Live Chat

\n

Live chat is quickly topping the lists of consumer preferences, with 73% of consumers choosing this method of customer support communication over email and phone.

\n

It’s quick, easy, and can be used not only to service existing customers but engage with website visitors looking to you for solutions to their problems.

\n

With a service like SnapEngage or Drift, you can install a plugin onto your website to offer support to your site visitors and potential customers. These programs allow you to pre-populate content customized on each page of your site, which encourages visitors to reach out for help.

\n

Consider customizing the content to returning visitors to address additional questions they may have, or implement chat on free trial pages so address user issues prior to subscribing to your service.

\n

Capturing these conversations can then lead into other lead nurturing tactics, such as text messaging, Facebook ad targeting, or even emailing.

\n

4. Send text alerts.

\n

Text messaging services (permission-based, of course) can allow you to reach your audience in different ways and prequalify prospects prior to a sales call.

\n

Consider this: 35% of business professionals say they can’t go 10 minutes without responding to a text. Compared to the email statistics mentioned earlier in this post, texting can lead to higher open and response rates.

\n

Several services, including TextMagic, Twilio, and SlickText allow you to implement SMS-based marketing strategies.

\n

When incorporated into your lead nurturing strategy appropriately, text messaging can increase user engagement and drive conversions.

\n

Just make sure to follow some common SMS marketing etiquette before you get started!

\n

5. Don’t overlook the USPS.

\n

Sometimes direct mail pieces can make your brand really stand out to your prospects. While some may argue that direct mail is dead, used appropriately, it can have powerful effects.

\n

Consider triggering a postcard when a lead reaches a certain point in a workflow to follow up in the mail.

\n

Or, better yet, send a handwritten note after a phone call or meeting, or when a prospect has a very high lead score.

\n

How to Remain Relevant With Emails

\n

Email can still remain a viable component of your lead nurturing campaigns, but it should be used effectively. Don’t simply send a series of 3-5 emails in as many days by default.

\n

Make your emails relevant and timely to make them effective. Put yourself in your customer’s position. Imagine you are not the marketer, but the customer, and think about the questions that you would have at each stage. Then create the content that addresses those questions.

\n

Talk to your sales or support teams to determine the frequently asked questions or common objections and address those concerns in your nurturing emails. Don’t simply make your follow up emails about you and your product.

\n

In whichever manner you choose to nurture your leads, provide value. You’ll have a much greater chance of closing the deal if your leads feel you are walking with them through this journey of solving their problem, not just selling a service to fix it.

","blog_post_schedule_task_uid":null,"author_email":"taylor@inboundmarketingagents.com","blog_publish_to_social_media_task":"DONE","featured_image_alt_text":"","rss_body":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n

First, you determine your ideal customer or prospect.

\n

You create the content those buyers are most interested in, like a clever social media campaign, a well-researched content strategy, or an irresistible offer.

\n

When the campaign seems perfect, you launch it into cyberspace.

\n

Then, you watch as the new leads roll in and congratulate yourself on a job well done.

\n

But your job as a marketer shouldn’t stop with lead generation or the handoff to the sales team. I dare say your most important work is yet to be done — nurturing those leads to become customers.

\n

Don’t Stop at the Opt-In

\n

Today, the competition for market share is intense. Regardless of your industry, there is competition for your product. If your business has no competition, Forbes says you may have a problem with your business model. So, unless you fall into that category, chances are, other similar businesses are going after your same target prospect.

\n

And the stronger your product, the more fierce the competition.

\n

Take this marketing agency, for example. As a HubSpot partner agency, there are more than 430 other marketing agencies around the world offering similar services and competing for a slice of the inbound market share.

\n

Because we all partner with HubSpot, we all offer similar services and a similar way of doing business. In fact, we all have access to similar resources to offer our customers and prospects.

\n

So how does one differentiate themselves in what may feel like a very crowded field?

\n

It’s not just what you do to attract a lead and capture their email address. It’s what you continue to do to nurture that lead through the buying cycle that increases your chances of success.

\n

You Need More than Email

\n

As marketers, we are often taught that email is the most effective way to nurture leads. But that too has become a crowded landscape. In 2015, the average business person received 122 emails per day. That’s 15 emails per hour! And that figure doesn’t even include the number of emails sent to personal email accounts.

\n

According to a study by Radicati, the number of business emails sent and received daily is expected to rise by 3% by 2019 to an average of 126 emails per day.

\n

If you are depending on email as your sole source of lead nurturing, you may want to consider augmenting your strategy with other nurturing activities to help your brand stand out.

\n

5 Nurturing Alternatives to Email

\n

As we continue to evolve and grow as an agency, we have experimented with different nurturing approaches to better connect with our prospects and potential customers. Here are 5 email alternatives we love for nurturing leads.

\n1. Use video retargeting ads.
\n

Facebook is one of the leading platforms for digital advertising, especially in the B2C space. The targeting capabilities allow you to narrow down exactly who you want to reach with specific content. (Savvy Facebook users can even set the parameters such that an ad can be served to just one individual.)

\n

One of the best ways to take advantage of Facebook’s detailed targeting parameters is by setting up retargeting ads. Often, retargeting ads are used to serve content to a visitor who did not convert on your original offer.

\n

However, Facebook ads can be used to retarget leads once they have converted to continue to nurture these leads to become customers.

\n

Think of it like this:

\n

A visitor clicks over to your landing page and opts in to your offer. Once you deem that lead qualified (whether through lead scoring or other factors), you want that lead to become a customer.

\n

So instead of (or in addition to) your sales team calling the lead, why not create a custom video thanking the person for opting in and providing additional value or content that continues to move them through the buying cycle?

\n

Create a custom Facebook audience by installing your Facebook pixel on your thank you page and serve the nurturing video to anyone who hits that thank you page.

\n

Continue to create custom audiences and videos for each phase of your buying cycle until someone becomes a customer.

\n

PRO TIP: Use this same strategy to serve thank you videos on Facebook once a lead converts to maintain client happiness.

\n

2. Engage in online user groups

\n

If your company, industry or product uses online forums, user groups or Facebook groups to network with leads or prospects, take advantage of the opportunity to participate in these groups and engage in conversation with group members. If this conversation is valuable, it can lead to customer conversion.

\n

Take this real-life example:

\n

Recently, I opted in to attend a webinar to improve my marketing skills. As is often the case with webinars, the company used it as a lead gen tool and pitched their training program at the end of the webinar.

\n

Even though the content was valuable, I was not ready to enroll in the program at the end of the webinar.

\n

However, the company has not lost me as a lead for their nurturing funnel. As soon as I registered for the webinar, I received an email inviting me to join the company’s Facebook mastermind group to interact with other marketer members.

\n

I joined the group and subscribed to the notifications, which means that I am consuming more of this company’s content that I likely would if it were just coming via email. In fact, I find myself often overlooking the emails in favor of the real-time conversations taking place on Facebook. And because the course leaders are engaged in the group, as well as other participants, I feel that I get much more valuable information than I would from the emails alone.

\n

3. Implement Live Chat

\n

Live chat is quickly topping the lists of consumer preferences, with 73% of consumers choosing this method of customer support communication over email and phone.

\n

It’s quick, easy, and can be used not only to service existing customers but engage with website visitors looking to you for solutions to their problems.

\n

With a service like SnapEngage or Drift, you can install a plugin onto your website to offer support to your site visitors and potential customers. These programs allow you to pre-populate content customized on each page of your site, which encourages visitors to reach out for help.

\n

Consider customizing the content to returning visitors to address additional questions they may have, or implement chat on free trial pages so address user issues prior to subscribing to your service.

\n

Capturing these conversations can then lead into other lead nurturing tactics, such as text messaging, Facebook ad targeting, or even emailing.

\n

4. Send text alerts.

\n

Text messaging services (permission-based, of course) can allow you to reach your audience in different ways and prequalify prospects prior to a sales call.

\n

Consider this: 35% of business professionals say they can’t go 10 minutes without responding to a text. Compared to the email statistics mentioned earlier in this post, texting can lead to higher open and response rates.

\n

Several services, including TextMagic, Twilio, and SlickText allow you to implement SMS-based marketing strategies.

\n

When incorporated into your lead nurturing strategy appropriately, text messaging can increase user engagement and drive conversions.

\n

Just make sure to follow some common SMS marketing etiquette before you get started!

\n

5. Don’t overlook the USPS.

\n

Sometimes direct mail pieces can make your brand really stand out to your prospects. While some may argue that direct mail is dead, used appropriately, it can have powerful effects.

\n

Consider triggering a postcard when a lead reaches a certain point in a workflow to follow up in the mail.

\n

Or, better yet, send a handwritten note after a phone call or meeting, or when a prospect has a very high lead score.

\n

How to Remain Relevant With Emails

\n

Email can still remain a viable component of your lead nurturing campaigns, but it should be used effectively. Don’t simply send a series of 3-5 emails in as many days by default.

\n

Make your emails relevant and timely to make them effective. Put yourself in your customer’s position. Imagine you are not the marketer, but the customer, and think about the questions that you would have at each stage. Then create the content that addresses those questions.

\n

Talk to your sales or support teams to determine the frequently asked questions or common objections and address those concerns in your nurturing emails. Don’t simply make your follow up emails about you and your product.

\n

In whichever manner you choose to nurture your leads, provide value. You’ll have a much greater chance of closing the deal if your leads feel you are walking with them through this journey of solving their problem, not just selling a service to fix it.

","placement_guids":[],"enable_google_amp_output_override":false,"css":{},"campaign_utm":null},"meta_description":"If you want leads to become customers, you have to nurture them through the buying cycle. Here are five email alternatives for nurturing leads.","name":"5 Alternatives to Lead Nurturing Emails","page_redirected":false,"page_title":"5 Alternatives to Lead Nurturing Emails","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":[],"portal_id":160334,"post_body":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n

First, you determine your ideal customer or prospect.

\n

You create the content those buyers are most interested in, like a clever social media campaign, a well-researched content strategy, or an irresistible offer.

\n

When the campaign seems perfect, you launch it into cyberspace.

\n

Then, you watch as the new leads roll in and congratulate yourself on a job well done.

\n

But your job as a marketer shouldn’t stop with lead generation or the handoff to the sales team. I dare say your most important work is yet to be done — nurturing those leads to become customers.

\n

Don’t Stop at the Opt-In

\n

Today, the competition for market share is intense. Regardless of your industry, there is competition for your product. If your business has no competition, Forbes says you may have a problem with your business model. So, unless you fall into that category, chances are, other similar businesses are going after your same target prospect.

\n

And the stronger your product, the more fierce the competition.

\n

Take this marketing agency, for example. As a HubSpot partner agency, there are more than 430 other marketing agencies around the world offering similar services and competing for a slice of the inbound market share.

\n

Because we all partner with HubSpot, we all offer similar services and a similar way of doing business. In fact, we all have access to similar resources to offer our customers and prospects.

\n

So how does one differentiate themselves in what may feel like a very crowded field?

\n

It’s not just what you do to attract a lead and capture their email address. It’s what you continue to do to nurture that lead through the buying cycle that increases your chances of success.

\n

You Need More than Email

\n

As marketers, we are often taught that email is the most effective way to nurture leads. But that too has become a crowded landscape. In 2015, the average business person received 122 emails per day. That’s 15 emails per hour! And that figure doesn’t even include the number of emails sent to personal email accounts.

\n

According to a study by Radicati, the number of business emails sent and received daily is expected to rise by 3% by 2019 to an average of 126 emails per day.

\n

If you are depending on email as your sole source of lead nurturing, you may want to consider augmenting your strategy with other nurturing activities to help your brand stand out.

\n

5 Nurturing Alternatives to Email

\n

As we continue to evolve and grow as an agency, we have experimented with different nurturing approaches to better connect with our prospects and potential customers. Here are 5 email alternatives we love for nurturing leads.

\n1. Use video retargeting ads.
\n

Facebook is one of the leading platforms for digital advertising, especially in the B2C space. The targeting capabilities allow you to narrow down exactly who you want to reach with specific content. (Savvy Facebook users can even set the parameters such that an ad can be served to just one individual.)

\n

One of the best ways to take advantage of Facebook’s detailed targeting parameters is by setting up retargeting ads. Often, retargeting ads are used to serve content to a visitor who did not convert on your original offer.

\n

However, Facebook ads can be used to retarget leads once they have converted to continue to nurture these leads to become customers.

\n

Think of it like this:

\n

A visitor clicks over to your landing page and opts in to your offer. Once you deem that lead qualified (whether through lead scoring or other factors), you want that lead to become a customer.

\n

So instead of (or in addition to) your sales team calling the lead, why not create a custom video thanking the person for opting in and providing additional value or content that continues to move them through the buying cycle?

\n

Create a custom Facebook audience by installing your Facebook pixel on your thank you page and serve the nurturing video to anyone who hits that thank you page.

\n

Continue to create custom audiences and videos for each phase of your buying cycle until someone becomes a customer.

\n

PRO TIP: Use this same strategy to serve thank you videos on Facebook once a lead converts to maintain client happiness.

\n

2. Engage in online user groups

\n

If your company, industry or product uses online forums, user groups or Facebook groups to network with leads or prospects, take advantage of the opportunity to participate in these groups and engage in conversation with group members. If this conversation is valuable, it can lead to customer conversion.

\n

Take this real-life example:

\n

Recently, I opted in to attend a webinar to improve my marketing skills. As is often the case with webinars, the company used it as a lead gen tool and pitched their training program at the end of the webinar.

\n

Even though the content was valuable, I was not ready to enroll in the program at the end of the webinar.

\n

However, the company has not lost me as a lead for their nurturing funnel. As soon as I registered for the webinar, I received an email inviting me to join the company’s Facebook mastermind group to interact with other marketer members.

\n

I joined the group and subscribed to the notifications, which means that I am consuming more of this company’s content that I likely would if it were just coming via email. In fact, I find myself often overlooking the emails in favor of the real-time conversations taking place on Facebook. And because the course leaders are engaged in the group, as well as other participants, I feel that I get much more valuable information than I would from the emails alone.

\n

3. Implement Live Chat

\n

Live chat is quickly topping the lists of consumer preferences, with 73% of consumers choosing this method of customer support communication over email and phone.

\n

It’s quick, easy, and can be used not only to service existing customers but engage with website visitors looking to you for solutions to their problems.

\n

With a service like SnapEngage or Drift, you can install a plugin onto your website to offer support to your site visitors and potential customers. These programs allow you to pre-populate content customized on each page of your site, which encourages visitors to reach out for help.

\n

Consider customizing the content to returning visitors to address additional questions they may have, or implement chat on free trial pages so address user issues prior to subscribing to your service.

\n

Capturing these conversations can then lead into other lead nurturing tactics, such as text messaging, Facebook ad targeting, or even emailing.

\n

4. Send text alerts.

\n

Text messaging services (permission-based, of course) can allow you to reach your audience in different ways and prequalify prospects prior to a sales call.

\n

Consider this: 35% of business professionals say they can’t go 10 minutes without responding to a text. Compared to the email statistics mentioned earlier in this post, texting can lead to higher open and response rates.

\n

Several services, including TextMagic, Twilio, and SlickText allow you to implement SMS-based marketing strategies.

\n

When incorporated into your lead nurturing strategy appropriately, text messaging can increase user engagement and drive conversions.

\n

Just make sure to follow some common SMS marketing etiquette before you get started!

\n

5. Don’t overlook the USPS.

\n

Sometimes direct mail pieces can make your brand really stand out to your prospects. While some may argue that direct mail is dead, used appropriately, it can have powerful effects.

\n

Consider triggering a postcard when a lead reaches a certain point in a workflow to follow up in the mail.

\n

Or, better yet, send a handwritten note after a phone call or meeting, or when a prospect has a very high lead score.

\n

How to Remain Relevant With Emails

\n

Email can still remain a viable component of your lead nurturing campaigns, but it should be used effectively. Don’t simply send a series of 3-5 emails in as many days by default.

\n

Make your emails relevant and timely to make them effective. Put yourself in your customer’s position. Imagine you are not the marketer, but the customer, and think about the questions that you would have at each stage. Then create the content that addresses those questions.

\n

Talk to your sales or support teams to determine the frequently asked questions or common objections and address those concerns in your nurturing emails. Don’t simply make your follow up emails about you and your product.

\n

In whichever manner you choose to nurture your leads, provide value. You’ll have a much greater chance of closing the deal if your leads feel you are walking with them through this journey of solving their problem, not just selling a service to fix it.

","post_body_rss":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n

First, you determine your ideal customer or prospect.

\n

You create the content those buyers are most interested in, like a clever social media campaign, a well-researched content strategy, or an irresistible offer.

\n

When the campaign seems perfect, you launch it into cyberspace.

\n

Then, you watch as the new leads roll in and congratulate yourself on a job well done.

\n

But your job as a marketer shouldn’t stop with lead generation or the handoff to the sales team. I dare say your most important work is yet to be done — nurturing those leads to become customers.

\n

Don’t Stop at the Opt-In

\n

Today, the competition for market share is intense. Regardless of your industry, there is competition for your product. If your business has no competition, Forbes says you may have a problem with your business model. So, unless you fall into that category, chances are, other similar businesses are going after your same target prospect.

\n

And the stronger your product, the more fierce the competition.

\n

Take this marketing agency, for example. As a HubSpot partner agency, there are more than 430 other marketing agencies around the world offering similar services and competing for a slice of the inbound market share.

\n

Because we all partner with HubSpot, we all offer similar services and a similar way of doing business. In fact, we all have access to similar resources to offer our customers and prospects.

\n

So how does one differentiate themselves in what may feel like a very crowded field?

\n

It’s not just what you do to attract a lead and capture their email address. It’s what you continue to do to nurture that lead through the buying cycle that increases your chances of success.

\n

You Need More than Email

\n

As marketers, we are often taught that email is the most effective way to nurture leads. But that too has become a crowded landscape. In 2015, the average business person received 122 emails per day. That’s 15 emails per hour! And that figure doesn’t even include the number of emails sent to personal email accounts.

\n

According to a study by Radicati, the number of business emails sent and received daily is expected to rise by 3% by 2019 to an average of 126 emails per day.

\n

If you are depending on email as your sole source of lead nurturing, you may want to consider augmenting your strategy with other nurturing activities to help your brand stand out.

\n

5 Nurturing Alternatives to Email

\n

As we continue to evolve and grow as an agency, we have experimented with different nurturing approaches to better connect with our prospects and potential customers. Here are 5 email alternatives we love for nurturing leads.

\n1. Use video retargeting ads.
\n

Facebook is one of the leading platforms for digital advertising, especially in the B2C space. The targeting capabilities allow you to narrow down exactly who you want to reach with specific content. (Savvy Facebook users can even set the parameters such that an ad can be served to just one individual.)

\n

One of the best ways to take advantage of Facebook’s detailed targeting parameters is by setting up retargeting ads. Often, retargeting ads are used to serve content to a visitor who did not convert on your original offer.

\n

However, Facebook ads can be used to retarget leads once they have converted to continue to nurture these leads to become customers.

\n

Think of it like this:

\n

A visitor clicks over to your landing page and opts in to your offer. Once you deem that lead qualified (whether through lead scoring or other factors), you want that lead to become a customer.

\n

So instead of (or in addition to) your sales team calling the lead, why not create a custom video thanking the person for opting in and providing additional value or content that continues to move them through the buying cycle?

\n

Create a custom Facebook audience by installing your Facebook pixel on your thank you page and serve the nurturing video to anyone who hits that thank you page.

\n

Continue to create custom audiences and videos for each phase of your buying cycle until someone becomes a customer.

\n

PRO TIP: Use this same strategy to serve thank you videos on Facebook once a lead converts to maintain client happiness.

\n

2. Engage in online user groups

\n

If your company, industry or product uses online forums, user groups or Facebook groups to network with leads or prospects, take advantage of the opportunity to participate in these groups and engage in conversation with group members. If this conversation is valuable, it can lead to customer conversion.

\n

Take this real-life example:

\n

Recently, I opted in to attend a webinar to improve my marketing skills. As is often the case with webinars, the company used it as a lead gen tool and pitched their training program at the end of the webinar.

\n

Even though the content was valuable, I was not ready to enroll in the program at the end of the webinar.

\n

However, the company has not lost me as a lead for their nurturing funnel. As soon as I registered for the webinar, I received an email inviting me to join the company’s Facebook mastermind group to interact with other marketer members.

\n

I joined the group and subscribed to the notifications, which means that I am consuming more of this company’s content that I likely would if it were just coming via email. In fact, I find myself often overlooking the emails in favor of the real-time conversations taking place on Facebook. And because the course leaders are engaged in the group, as well as other participants, I feel that I get much more valuable information than I would from the emails alone.

\n

3. Implement Live Chat

\n

Live chat is quickly topping the lists of consumer preferences, with 73% of consumers choosing this method of customer support communication over email and phone.

\n

It’s quick, easy, and can be used not only to service existing customers but engage with website visitors looking to you for solutions to their problems.

\n

With a service like SnapEngage or Drift, you can install a plugin onto your website to offer support to your site visitors and potential customers. These programs allow you to pre-populate content customized on each page of your site, which encourages visitors to reach out for help.

\n

Consider customizing the content to returning visitors to address additional questions they may have, or implement chat on free trial pages so address user issues prior to subscribing to your service.

\n

Capturing these conversations can then lead into other lead nurturing tactics, such as text messaging, Facebook ad targeting, or even emailing.

\n

4. Send text alerts.

\n

Text messaging services (permission-based, of course) can allow you to reach your audience in different ways and prequalify prospects prior to a sales call.

\n

Consider this: 35% of business professionals say they can’t go 10 minutes without responding to a text. Compared to the email statistics mentioned earlier in this post, texting can lead to higher open and response rates.

\n

Several services, including TextMagic, Twilio, and SlickText allow you to implement SMS-based marketing strategies.

\n

When incorporated into your lead nurturing strategy appropriately, text messaging can increase user engagement and drive conversions.

\n

Just make sure to follow some common SMS marketing etiquette before you get started!

\n

5. Don’t overlook the USPS.

\n

Sometimes direct mail pieces can make your brand really stand out to your prospects. While some may argue that direct mail is dead, used appropriately, it can have powerful effects.

\n

Consider triggering a postcard when a lead reaches a certain point in a workflow to follow up in the mail.

\n

Or, better yet, send a handwritten note after a phone call or meeting, or when a prospect has a very high lead score.

\n

How to Remain Relevant With Emails

\n

Email can still remain a viable component of your lead nurturing campaigns, but it should be used effectively. Don’t simply send a series of 3-5 emails in as many days by default.

\n

Make your emails relevant and timely to make them effective. Put yourself in your customer’s position. Imagine you are not the marketer, but the customer, and think about the questions that you would have at each stage. Then create the content that addresses those questions.

\n

Talk to your sales or support teams to determine the frequently asked questions or common objections and address those concerns in your nurturing emails. Don’t simply make your follow up emails about you and your product.

\n

In whichever manner you choose to nurture your leads, provide value. You’ll have a much greater chance of closing the deal if your leads feel you are walking with them through this journey of solving their problem, not just selling a service to fix it.

","post_email_content":"\n \n \n

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n \n","post_email_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/Lead%20Nurturing-2.jpg","post_featured_image_if_enabled":"https://cdn2.hubspot.net/hubfs/160334/Lead%20Nurturing-2.jpg","post_list_content":"\n \n \n

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n \n","post_list_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/Lead%20Nurturing-2.jpg","post_rss_content":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n

First, you determine your ideal customer or prospect.

\n

You create the content those buyers are most interested in, like a clever social media campaign, a well-researched content strategy, or an irresistible offer.

\n

When the campaign seems perfect, you launch it into cyberspace.

\n

Then, you watch as the new leads roll in and congratulate yourself on a job well done.

\n

But your job as a marketer shouldn’t stop with lead generation or the handoff to the sales team. I dare say your most important work is yet to be done — nurturing those leads to become customers.

\n

Don’t Stop at the Opt-In

\n

Today, the competition for market share is intense. Regardless of your industry, there is competition for your product. If your business has no competition, Forbes says you may have a problem with your business model. So, unless you fall into that category, chances are, other similar businesses are going after your same target prospect.

\n

And the stronger your product, the more fierce the competition.

\n

Take this marketing agency, for example. As a HubSpot partner agency, there are more than 430 other marketing agencies around the world offering similar services and competing for a slice of the inbound market share.

\n

Because we all partner with HubSpot, we all offer similar services and a similar way of doing business. In fact, we all have access to similar resources to offer our customers and prospects.

\n

So how does one differentiate themselves in what may feel like a very crowded field?

\n

It’s not just what you do to attract a lead and capture their email address. It’s what you continue to do to nurture that lead through the buying cycle that increases your chances of success.

\n

You Need More than Email

\n

As marketers, we are often taught that email is the most effective way to nurture leads. But that too has become a crowded landscape. In 2015, the average business person received 122 emails per day. That’s 15 emails per hour! And that figure doesn’t even include the number of emails sent to personal email accounts.

\n

According to a study by Radicati, the number of business emails sent and received daily is expected to rise by 3% by 2019 to an average of 126 emails per day.

\n

If you are depending on email as your sole source of lead nurturing, you may want to consider augmenting your strategy with other nurturing activities to help your brand stand out.

\n

5 Nurturing Alternatives to Email

\n

As we continue to evolve and grow as an agency, we have experimented with different nurturing approaches to better connect with our prospects and potential customers. Here are 5 email alternatives we love for nurturing leads.

\n1. Use video retargeting ads.
\n

Facebook is one of the leading platforms for digital advertising, especially in the B2C space. The targeting capabilities allow you to narrow down exactly who you want to reach with specific content. (Savvy Facebook users can even set the parameters such that an ad can be served to just one individual.)

\n

One of the best ways to take advantage of Facebook’s detailed targeting parameters is by setting up retargeting ads. Often, retargeting ads are used to serve content to a visitor who did not convert on your original offer.

\n

However, Facebook ads can be used to retarget leads once they have converted to continue to nurture these leads to become customers.

\n

Think of it like this:

\n

A visitor clicks over to your landing page and opts in to your offer. Once you deem that lead qualified (whether through lead scoring or other factors), you want that lead to become a customer.

\n

So instead of (or in addition to) your sales team calling the lead, why not create a custom video thanking the person for opting in and providing additional value or content that continues to move them through the buying cycle?

\n

Create a custom Facebook audience by installing your Facebook pixel on your thank you page and serve the nurturing video to anyone who hits that thank you page.

\n

Continue to create custom audiences and videos for each phase of your buying cycle until someone becomes a customer.

\n

PRO TIP: Use this same strategy to serve thank you videos on Facebook once a lead converts to maintain client happiness.

\n

2. Engage in online user groups

\n

If your company, industry or product uses online forums, user groups or Facebook groups to network with leads or prospects, take advantage of the opportunity to participate in these groups and engage in conversation with group members. If this conversation is valuable, it can lead to customer conversion.

\n

Take this real-life example:

\n

Recently, I opted in to attend a webinar to improve my marketing skills. As is often the case with webinars, the company used it as a lead gen tool and pitched their training program at the end of the webinar.

\n

Even though the content was valuable, I was not ready to enroll in the program at the end of the webinar.

\n

However, the company has not lost me as a lead for their nurturing funnel. As soon as I registered for the webinar, I received an email inviting me to join the company’s Facebook mastermind group to interact with other marketer members.

\n

I joined the group and subscribed to the notifications, which means that I am consuming more of this company’s content that I likely would if it were just coming via email. In fact, I find myself often overlooking the emails in favor of the real-time conversations taking place on Facebook. And because the course leaders are engaged in the group, as well as other participants, I feel that I get much more valuable information than I would from the emails alone.

\n

3. Implement Live Chat

\n

Live chat is quickly topping the lists of consumer preferences, with 73% of consumers choosing this method of customer support communication over email and phone.

\n

It’s quick, easy, and can be used not only to service existing customers but engage with website visitors looking to you for solutions to their problems.

\n

With a service like SnapEngage or Drift, you can install a plugin onto your website to offer support to your site visitors and potential customers. These programs allow you to pre-populate content customized on each page of your site, which encourages visitors to reach out for help.

\n

Consider customizing the content to returning visitors to address additional questions they may have, or implement chat on free trial pages so address user issues prior to subscribing to your service.

\n

Capturing these conversations can then lead into other lead nurturing tactics, such as text messaging, Facebook ad targeting, or even emailing.

\n

4. Send text alerts.

\n

Text messaging services (permission-based, of course) can allow you to reach your audience in different ways and prequalify prospects prior to a sales call.

\n

Consider this: 35% of business professionals say they can’t go 10 minutes without responding to a text. Compared to the email statistics mentioned earlier in this post, texting can lead to higher open and response rates.

\n

Several services, including TextMagic, Twilio, and SlickText allow you to implement SMS-based marketing strategies.

\n

When incorporated into your lead nurturing strategy appropriately, text messaging can increase user engagement and drive conversions.

\n

Just make sure to follow some common SMS marketing etiquette before you get started!

\n

5. Don’t overlook the USPS.

\n

Sometimes direct mail pieces can make your brand really stand out to your prospects. While some may argue that direct mail is dead, used appropriately, it can have powerful effects.

\n

Consider triggering a postcard when a lead reaches a certain point in a workflow to follow up in the mail.

\n

Or, better yet, send a handwritten note after a phone call or meeting, or when a prospect has a very high lead score.

\n

How to Remain Relevant With Emails

\n

Email can still remain a viable component of your lead nurturing campaigns, but it should be used effectively. Don’t simply send a series of 3-5 emails in as many days by default.

\n

Make your emails relevant and timely to make them effective. Put yourself in your customer’s position. Imagine you are not the marketer, but the customer, and think about the questions that you would have at each stage. Then create the content that addresses those questions.

\n

Talk to your sales or support teams to determine the frequently asked questions or common objections and address those concerns in your nurturing emails. Don’t simply make your follow up emails about you and your product.

\n

In whichever manner you choose to nurture your leads, provide value. You’ll have a much greater chance of closing the deal if your leads feel you are walking with them through this journey of solving their problem, not just selling a service to fix it.

","post_rss_summary_featured_image":"","post_summary":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n","post_summary_rss":"\n \n \n

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"PAtKRUaN","processing_status":"PUBLISHED","publish_date":1486998000000,"publish_date_local_time":1486998000000,"publish_date_localized":{"date":1486998000000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":false,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/5-alternatives-to-lead-nurturing-emails","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n

First, you determine your ideal customer or prospect.

\n

You create the content those buyers are most interested in, like a clever social media campaign, a well-researched content strategy, or an irresistible offer.

\n

When the campaign seems perfect, you launch it into cyberspace.

\n

Then, you watch as the new leads roll in and congratulate yourself on a job well done.

\n

But your job as a marketer shouldn’t stop with lead generation or the handoff to the sales team. I dare say your most important work is yet to be done — nurturing those leads to become customers.

\n

Don’t Stop at the Opt-In

\n

Today, the competition for market share is intense. Regardless of your industry, there is competition for your product. If your business has no competition, Forbes says you may have a problem with your business model. So, unless you fall into that category, chances are, other similar businesses are going after your same target prospect.

\n

And the stronger your product, the more fierce the competition.

\n

Take this marketing agency, for example. As a HubSpot partner agency, there are more than 430 other marketing agencies around the world offering similar services and competing for a slice of the inbound market share.

\n

Because we all partner with HubSpot, we all offer similar services and a similar way of doing business. In fact, we all have access to similar resources to offer our customers and prospects.

\n

So how does one differentiate themselves in what may feel like a very crowded field?

\n

It’s not just what you do to attract a lead and capture their email address. It’s what you continue to do to nurture that lead through the buying cycle that increases your chances of success.

\n

You Need More than Email

\n

As marketers, we are often taught that email is the most effective way to nurture leads. But that too has become a crowded landscape. In 2015, the average business person received 122 emails per day. That’s 15 emails per hour! And that figure doesn’t even include the number of emails sent to personal email accounts.

\n

According to a study by Radicati, the number of business emails sent and received daily is expected to rise by 3% by 2019 to an average of 126 emails per day.

\n

If you are depending on email as your sole source of lead nurturing, you may want to consider augmenting your strategy with other nurturing activities to help your brand stand out.

\n

5 Nurturing Alternatives to Email

\n

As we continue to evolve and grow as an agency, we have experimented with different nurturing approaches to better connect with our prospects and potential customers. Here are 5 email alternatives we love for nurturing leads.

\n1. Use video retargeting ads.
\n

Facebook is one of the leading platforms for digital advertising, especially in the B2C space. The targeting capabilities allow you to narrow down exactly who you want to reach with specific content. (Savvy Facebook users can even set the parameters such that an ad can be served to just one individual.)

\n

One of the best ways to take advantage of Facebook’s detailed targeting parameters is by setting up retargeting ads. Often, retargeting ads are used to serve content to a visitor who did not convert on your original offer.

\n

However, Facebook ads can be used to retarget leads once they have converted to continue to nurture these leads to become customers.

\n

Think of it like this:

\n

A visitor clicks over to your landing page and opts in to your offer. Once you deem that lead qualified (whether through lead scoring or other factors), you want that lead to become a customer.

\n

So instead of (or in addition to) your sales team calling the lead, why not create a custom video thanking the person for opting in and providing additional value or content that continues to move them through the buying cycle?

\n

Create a custom Facebook audience by installing your Facebook pixel on your thank you page and serve the nurturing video to anyone who hits that thank you page.

\n

Continue to create custom audiences and videos for each phase of your buying cycle until someone becomes a customer.

\n

PRO TIP: Use this same strategy to serve thank you videos on Facebook once a lead converts to maintain client happiness.

\n

2. Engage in online user groups

\n

If your company, industry or product uses online forums, user groups or Facebook groups to network with leads or prospects, take advantage of the opportunity to participate in these groups and engage in conversation with group members. If this conversation is valuable, it can lead to customer conversion.

\n

Take this real-life example:

\n

Recently, I opted in to attend a webinar to improve my marketing skills. As is often the case with webinars, the company used it as a lead gen tool and pitched their training program at the end of the webinar.

\n

Even though the content was valuable, I was not ready to enroll in the program at the end of the webinar.

\n

However, the company has not lost me as a lead for their nurturing funnel. As soon as I registered for the webinar, I received an email inviting me to join the company’s Facebook mastermind group to interact with other marketer members.

\n

I joined the group and subscribed to the notifications, which means that I am consuming more of this company’s content that I likely would if it were just coming via email. In fact, I find myself often overlooking the emails in favor of the real-time conversations taking place on Facebook. And because the course leaders are engaged in the group, as well as other participants, I feel that I get much more valuable information than I would from the emails alone.

\n

3. Implement Live Chat

\n

Live chat is quickly topping the lists of consumer preferences, with 73% of consumers choosing this method of customer support communication over email and phone.

\n

It’s quick, easy, and can be used not only to service existing customers but engage with website visitors looking to you for solutions to their problems.

\n

With a service like SnapEngage or Drift, you can install a plugin onto your website to offer support to your site visitors and potential customers. These programs allow you to pre-populate content customized on each page of your site, which encourages visitors to reach out for help.

\n

Consider customizing the content to returning visitors to address additional questions they may have, or implement chat on free trial pages so address user issues prior to subscribing to your service.

\n

Capturing these conversations can then lead into other lead nurturing tactics, such as text messaging, Facebook ad targeting, or even emailing.

\n

4. Send text alerts.

\n

Text messaging services (permission-based, of course) can allow you to reach your audience in different ways and prequalify prospects prior to a sales call.

\n

Consider this: 35% of business professionals say they can’t go 10 minutes without responding to a text. Compared to the email statistics mentioned earlier in this post, texting can lead to higher open and response rates.

\n

Several services, including TextMagic, Twilio, and SlickText allow you to implement SMS-based marketing strategies.

\n

When incorporated into your lead nurturing strategy appropriately, text messaging can increase user engagement and drive conversions.

\n

Just make sure to follow some common SMS marketing etiquette before you get started!

\n

5. Don’t overlook the USPS.

\n

Sometimes direct mail pieces can make your brand really stand out to your prospects. While some may argue that direct mail is dead, used appropriately, it can have powerful effects.

\n

Consider triggering a postcard when a lead reaches a certain point in a workflow to follow up in the mail.

\n

Or, better yet, send a handwritten note after a phone call or meeting, or when a prospect has a very high lead score.

\n

How to Remain Relevant With Emails

\n

Email can still remain a viable component of your lead nurturing campaigns, but it should be used effectively. Don’t simply send a series of 3-5 emails in as many days by default.

\n

Make your emails relevant and timely to make them effective. Put yourself in your customer’s position. Imagine you are not the marketer, but the customer, and think about the questions that you would have at each stage. Then create the content that addresses those questions.

\n

Talk to your sales or support teams to determine the frequently asked questions or common objections and address those concerns in your nurturing emails. Don’t simply make your follow up emails about you and your product.

\n

In whichever manner you choose to nurture your leads, provide value. You’ll have a much greater chance of closing the deal if your leads feel you are walking with them through this journey of solving their problem, not just selling a service to fix it.

","rss_summary":"

When it comes to nurturing prospects, think outside of the inbox

\n

As a savvy digital marketer, you’ve most likely got the workflow down pat.

\n","rss_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/Lead%20Nurturing-2.jpg","slug":"inbound-marketing-agents-blog/5-alternatives-to-lead-nurturing-emails","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"5 Alternatives to Lead Nurturing Emails","topic_ids":[3695587297,3614576727,3576556606],"topic_list":[],"topic_names":[],"topics":[3695587297,3614576727,3576556606],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1486998937564,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/5-alternatives-to-lead-nurturing-emails","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/7-design-techniques-to-boost-site-landing-page-conversion","allowed_slug_conflict":false,"analytics_page_id":"4789984340","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"taylor@inboundmarketingagents.com","author_at":1495579413257,"author_email":"taylor@inboundmarketingagents.com","author_name":"Taylor Eben","author_user_id":3302629,"author_username":"taylor@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1473454055435,"deleted_at":0,"display_name":"Taylor Eben","email":"taylor@inboundmarketingagents.com","facebook":"","full_name":"Taylor Eben","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/79023d87063587d83ecd3cd0ad1939b4","has_social_profiles":false,"id":4401584108,"linkedin":"","portal_id":160334,"slug":"taylor-eben","twitter":"","twitter_username":"","updated":1473454062682,"user_id":3302629,"username":"taylor@inboundmarketingagents.com","website":""},"blog_author_id":4401584108,"blog_post_author":{"avatar":"","bio":"","created":1473454055435,"deleted_at":0,"display_name":"Taylor Eben","email":"taylor@inboundmarketingagents.com","facebook":"","full_name":"Taylor Eben","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/79023d87063587d83ecd3cd0ad1939b4","has_social_profiles":false,"id":4401584108,"linkedin":"","portal_id":160334,"slug":"taylor-eben","twitter":"","twitter_username":"","updated":1473454062682,"user_id":3302629,"username":"taylor@inboundmarketingagents.com","website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1485809318000,"created_time":1485809318000,"css":{},"css_text":"","ctas":{},"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Workplace-Of-A-Designer-In-Fla-78962200.jpg","featured_image_alt_text":"bigstock-Workplace-Of-A-Designer-In-Fla-78962200.jpg","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1486393200000,"has_user_changes":true,"html_title":"7 Design Techniques to Boost Site & Landing Page Conversion","id":4789984340,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"7 Design Techniques to Boost Site & Landing Page Conversion","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"has_user_changes":true,"author_username":"taylor@inboundmarketingagents.com","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"topic_ids":[3614576757,3605736387,3604031378],"last_edit_update_id":null,"author_user_id":3302629,"css_text":"","rss_summary":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n","last_edit_session_id":null,"publish_immediately":false,"keywords":[],"campaign_name":null,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Workplace-Of-A-Designer-In-Fla-78962200.jpg","post_summary":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n","meta_description":"Want website visitors to convert? It's all about design. These web design techniques will teach you how to increase conversion on websites and landing pages.","html_title":"7 Design Techniques to Boost Site & Landing Page Conversion","post_body":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n\n

A website or landing page is a highly visual medium. The brain processes visual information 60,000 times faster than text, so perfecting the design is crucial. You can have the most compelling, beautifully written copy in the world, but visitors won’t waste their time reading it if the page doesn’t “feel” right.

\n

Your website or landing page is essentially the visual version of your brand’s message to the world. If you want visitors to convert, you have to design it right.

\n

Luckily, websites and landing pages are 100% manipulatable. If your conversion rate leaves much to be desired, you can fix it. Keep these design techniques in mind, and you just might see an uptick in conversions.

\n

1. Streamline Your Design

\n

In short, less is more.

\n

Your entire website needs to flow from one page to the next. This is especially important when it comes to landing page design. When your goal is to get visitors to convert, you have to make it easy for them to do so.

\n

Hick’s Law states that the amount of time it takes for a person to make a decision is based on the number of choices available. The more choices available, the longer it takes to process. Instead of taking the time to assess the information presented, a visitor may decide to leave your landing page altogether.

\n

Fewer choices = higher conversion.

\n

Guide your visitors down the path to conversion by using only one CTA button and as few form fields as possible. Stick to just name and email address, if possible. The more information you ask for, the lower your conversion rate. Asking for a phone number can reduce conversions by as much as 5%.

\n

2. Make Content Easy to Read

\n

Visitors don’t read text thoroughly. Instead of reading word for word, we scan web content in an F-shaped pattern. Design your website and landing pages with that in mind.

\n

The first two paragraphs should contain the most important information. Visitors are more likely to read the first paragraph than anything else on the page. Make information even more easy to digest, i.e. scannable, by using subheads, chunky text and bullet points with keyword-rich words.

\n

3. Pick the Right Palette

\n

Color can affect how visitors interpret and engage with your website. While there is no perfect color palette, understanding the psychology behind color can help you predict how visitors will respond. Psychologist Robert Plutchik’s famous color wheel specifies how different colors - even different shades of colors - evoke different emotions. Color triggers the central nervous system, giving you all the more reason to use color to your advantage.

\n

\"image24-1.png\"

\n

In addition to evoking a gut reaction for visitors, color is also a critical component of branding. It increases brand recognition by up to 80%. Just look at Tiffany & Co. When you think of the brand, their ubiquitous (and trademarked) shade of robin’s egg blue immediately comes to mind, as it's visible on their jewelry boxes, shopping bags, advertising and website.

\n

\"Screen

\n

4. Choose Fonts Wisely

\n

In the grand scheme of website design, font is one thing that is often overlooked. But, like color, the fonts you use also have a psychological effect on visitors. Too many fonts, and they’ll all be competing for attention. Too few, and your website will look rather dull.

\n

You should certainly use more than one font, but proceed with caution. Fonts should complement one another, not clash. Your entire website should feel cohesive and flow from one page to the next.

\n

\"NEW

\n

The New Yorker website is a great example, as it looks a lot like the print version of the magazine. The fonts work together and, most importantly, are legible. If you take anything away from this article, let it be this: If there is text that you want your visitors to read, you have to make it easy to read.

\n

5. Play With Symmetry

\n

Whether you realize it or not, you like symmetry. Human beings prefer it to disarray. It’s a natural instinct that you should leverage in your webpage design.

\n

Information is easier to digest when it is presented in an orderly, symmetrical manner. Asymmetry, however, makes it difficult to focus - not great for important body copy on your “Products & Services” page, but fantastic for drawing attention to things like CTA buttons.

\n

6. Don’t Forget About Quality Imagery

\n

A picture speaks a thousand words. Sure, a website relies heavily on well-written copy, but imagery is also extremely important. A beautifully designed website with killer imagery doesn’t necessarily lead to conversions, but it can certainly tip the scales in the right direction.

\n

No one wants to spend hours poking around a hideous website, so if you want a visitor to stay on your page and eventually convert, you have to make your website a pleasant place to be. Remember what I mentioned earlier about color triggering the central nervous system? The same goes for imagery.

\n

\"Joss&MainHomepage.png\"

\n

Great imagery evokes a gut reaction. Joss & Main’s website is a great example. I’m already a self-admitted home goods enthusiast, but their next-level imagery makes me want to keep scrolling and scrolling. That closet is amazing. And #DeskGoals, am I right?

\n

7. Optimize Your CTA Button

\n

When there is a specific action you want a visitor to take, you have to make it easy for them to take that action. Your CTA button needs to be foolproof. There are a few tweaks you can make to create a CTA button that converts.

\n

A CTA button needs to look like a clickable button. Think: rectangular in shape with distinct borders, preferably on a white background. Use an attention-grabbing color (anything not neutral) that complements the color scheme of the page. There is no single color that will lead to a 100% conversion rate, so play around with it. A/B testing comes in handy here.

\n

At IMA, we were tasked with creating a landing page for a client whose brand colors are red and blue. We designed the landing page accordingly, and the conversion rate was pretty lackluster after several days. Upon further examination, we identified a potential culprit: the CTA button was red, which, for many people, is a \"stop\" color. After changing the color to blue, we noticed a boost in conversions. Of course, we can't be 100% certain the color change is what caused the boost, but it’s still interesting food for thought.

\n

A good CTA button also needs to contain short, to-the-point CTA language. Forget boring words like “register,” “download” or “submit.” A HubSpot study found that CTA buttons containing the word “submit” have a 14% conversion rate, while buttons without “submit” have a 17% conversion rate. Action words like “try,” “give,” “get,” or “use” are more likely to convert. You can also use words like “today” or “now” to create a sense of urgency.

\n

One more thing: don’t go crazy with CTA buttons. Instead of littering your website or landing page with buttons, use one. Remember: reducing options can increase conversions.

\n

If you have the option to experiment with website and landing page design, experiment! Apply these design techniques as you're building your next landing page, and you just might notice a boost in conversions.

","blog_post_schedule_task_uid":null,"author_email":"taylor@inboundmarketingagents.com","blog_publish_to_social_media_task":"DONE","featured_image_alt_text":"bigstock-Workplace-Of-A-Designer-In-Fla-78962200.jpg","rss_body":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n\n

A website or landing page is a highly visual medium. The brain processes visual information 60,000 times faster than text, so perfecting the design is crucial. You can have the most compelling, beautifully written copy in the world, but visitors won’t waste their time reading it if the page doesn’t “feel” right.

\n

Your website or landing page is essentially the visual version of your brand’s message to the world. If you want visitors to convert, you have to design it right.

\n

Luckily, websites and landing pages are 100% manipulatable. If your conversion rate leaves much to be desired, you can fix it. Keep these design techniques in mind, and you just might see an uptick in conversions.

\n

1. Streamline Your Design

\n

In short, less is more.

\n

Your entire website needs to flow from one page to the next. This is especially important when it comes to landing page design. When your goal is to get visitors to convert, you have to make it easy for them to do so.

\n

Hick’s Law states that the amount of time it takes for a person to make a decision is based on the number of choices available. The more choices available, the longer it takes to process. Instead of taking the time to assess the information presented, a visitor may decide to leave your landing page altogether.

\n

Fewer choices = higher conversion.

\n

Guide your visitors down the path to conversion by using only one CTA button and as few form fields as possible. Stick to just name and email address, if possible. The more information you ask for, the lower your conversion rate. Asking for a phone number can reduce conversions by as much as 5%.

\n

2. Make Content Easy to Read

\n

Visitors don’t read text thoroughly. Instead of reading word for word, we scan web content in an F-shaped pattern. Design your website and landing pages with that in mind.

\n

The first two paragraphs should contain the most important information. Visitors are more likely to read the first paragraph than anything else on the page. Make information even more easy to digest, i.e. scannable, by using subheads, chunky text and bullet points with keyword-rich words.

\n

3. Pick the Right Palette

\n

Color can affect how visitors interpret and engage with your website. While there is no perfect color palette, understanding the psychology behind color can help you predict how visitors will respond. Psychologist Robert Plutchik’s famous color wheel specifies how different colors - even different shades of colors - evoke different emotions. Color triggers the central nervous system, giving you all the more reason to use color to your advantage.

\n

\"image24-1.png\"

\n

In addition to evoking a gut reaction for visitors, color is also a critical component of branding. It increases brand recognition by up to 80%. Just look at Tiffany & Co. When you think of the brand, their ubiquitous (and trademarked) shade of robin’s egg blue immediately comes to mind, as it's visible on their jewelry boxes, shopping bags, advertising and website.

\n

\"Screen

\n

4. Choose Fonts Wisely

\n

In the grand scheme of website design, font is one thing that is often overlooked. But, like color, the fonts you use also have a psychological effect on visitors. Too many fonts, and they’ll all be competing for attention. Too few, and your website will look rather dull.

\n

You should certainly use more than one font, but proceed with caution. Fonts should complement one another, not clash. Your entire website should feel cohesive and flow from one page to the next.

\n

\"NEW

\n

The New Yorker website is a great example, as it looks a lot like the print version of the magazine. The fonts work together and, most importantly, are legible. If you take anything away from this article, let it be this: If there is text that you want your visitors to read, you have to make it easy to read.

\n

5. Play With Symmetry

\n

Whether you realize it or not, you like symmetry. Human beings prefer it to disarray. It’s a natural instinct that you should leverage in your webpage design.

\n

Information is easier to digest when it is presented in an orderly, symmetrical manner. Asymmetry, however, makes it difficult to focus - not great for important body copy on your “Products & Services” page, but fantastic for drawing attention to things like CTA buttons.

\n

6. Don’t Forget About Quality Imagery

\n

A picture speaks a thousand words. Sure, a website relies heavily on well-written copy, but imagery is also extremely important. A beautifully designed website with killer imagery doesn’t necessarily lead to conversions, but it can certainly tip the scales in the right direction.

\n

No one wants to spend hours poking around a hideous website, so if you want a visitor to stay on your page and eventually convert, you have to make your website a pleasant place to be. Remember what I mentioned earlier about color triggering the central nervous system? The same goes for imagery.

\n

\"Joss&MainHomepage.png\"

\n

Great imagery evokes a gut reaction. Joss & Main’s website is a great example. I’m already a self-admitted home goods enthusiast, but their next-level imagery makes me want to keep scrolling and scrolling. That closet is amazing. And #DeskGoals, am I right?

\n

7. Optimize Your CTA Button

\n

When there is a specific action you want a visitor to take, you have to make it easy for them to take that action. Your CTA button needs to be foolproof. There are a few tweaks you can make to create a CTA button that converts.

\n

A CTA button needs to look like a clickable button. Think: rectangular in shape with distinct borders, preferably on a white background. Use an attention-grabbing color (anything not neutral) that complements the color scheme of the page. There is no single color that will lead to a 100% conversion rate, so play around with it. A/B testing comes in handy here.

\n

At IMA, we were tasked with creating a landing page for a client whose brand colors are red and blue. We designed the landing page accordingly, and the conversion rate was pretty lackluster after several days. Upon further examination, we identified a potential culprit: the CTA button was red, which, for many people, is a \"stop\" color. After changing the color to blue, we noticed a boost in conversions. Of course, we can't be 100% certain the color change is what caused the boost, but it’s still interesting food for thought.

\n

A good CTA button also needs to contain short, to-the-point CTA language. Forget boring words like “register,” “download” or “submit.” A HubSpot study found that CTA buttons containing the word “submit” have a 14% conversion rate, while buttons without “submit” have a 17% conversion rate. Action words like “try,” “give,” “get,” or “use” are more likely to convert. You can also use words like “today” or “now” to create a sense of urgency.

\n

One more thing: don’t go crazy with CTA buttons. Instead of littering your website or landing page with buttons, use one. Remember: reducing options can increase conversions.

\n

If you have the option to experiment with website and landing page design, experiment! Apply these design techniques as you're building your next landing page, and you just might notice a boost in conversions.

","placement_guids":[],"enable_google_amp_output_override":false,"css":{},"campaign_utm":null},"meta_description":"Want website visitors to convert? It's all about design. These web design techniques will teach you how to increase conversion on websites and landing pages.","name":"7 Design Techniques to Boost Site & Landing Page Conversion","page_redirected":false,"page_title":"7 Design Techniques to Boost Site & Landing Page Conversion","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":[],"portal_id":160334,"post_body":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n\n

A website or landing page is a highly visual medium. The brain processes visual information 60,000 times faster than text, so perfecting the design is crucial. You can have the most compelling, beautifully written copy in the world, but visitors won’t waste their time reading it if the page doesn’t “feel” right.

\n

Your website or landing page is essentially the visual version of your brand’s message to the world. If you want visitors to convert, you have to design it right.

\n

Luckily, websites and landing pages are 100% manipulatable. If your conversion rate leaves much to be desired, you can fix it. Keep these design techniques in mind, and you just might see an uptick in conversions.

\n

1. Streamline Your Design

\n

In short, less is more.

\n

Your entire website needs to flow from one page to the next. This is especially important when it comes to landing page design. When your goal is to get visitors to convert, you have to make it easy for them to do so.

\n

Hick’s Law states that the amount of time it takes for a person to make a decision is based on the number of choices available. The more choices available, the longer it takes to process. Instead of taking the time to assess the information presented, a visitor may decide to leave your landing page altogether.

\n

Fewer choices = higher conversion.

\n

Guide your visitors down the path to conversion by using only one CTA button and as few form fields as possible. Stick to just name and email address, if possible. The more information you ask for, the lower your conversion rate. Asking for a phone number can reduce conversions by as much as 5%.

\n

2. Make Content Easy to Read

\n

Visitors don’t read text thoroughly. Instead of reading word for word, we scan web content in an F-shaped pattern. Design your website and landing pages with that in mind.

\n

The first two paragraphs should contain the most important information. Visitors are more likely to read the first paragraph than anything else on the page. Make information even more easy to digest, i.e. scannable, by using subheads, chunky text and bullet points with keyword-rich words.

\n

3. Pick the Right Palette

\n

Color can affect how visitors interpret and engage with your website. While there is no perfect color palette, understanding the psychology behind color can help you predict how visitors will respond. Psychologist Robert Plutchik’s famous color wheel specifies how different colors - even different shades of colors - evoke different emotions. Color triggers the central nervous system, giving you all the more reason to use color to your advantage.

\n

\"image24-1.png\"

\n

In addition to evoking a gut reaction for visitors, color is also a critical component of branding. It increases brand recognition by up to 80%. Just look at Tiffany & Co. When you think of the brand, their ubiquitous (and trademarked) shade of robin’s egg blue immediately comes to mind, as it's visible on their jewelry boxes, shopping bags, advertising and website.

\n

\"Screen

\n

4. Choose Fonts Wisely

\n

In the grand scheme of website design, font is one thing that is often overlooked. But, like color, the fonts you use also have a psychological effect on visitors. Too many fonts, and they’ll all be competing for attention. Too few, and your website will look rather dull.

\n

You should certainly use more than one font, but proceed with caution. Fonts should complement one another, not clash. Your entire website should feel cohesive and flow from one page to the next.

\n

\"NEW

\n

The New Yorker website is a great example, as it looks a lot like the print version of the magazine. The fonts work together and, most importantly, are legible. If you take anything away from this article, let it be this: If there is text that you want your visitors to read, you have to make it easy to read.

\n

5. Play With Symmetry

\n

Whether you realize it or not, you like symmetry. Human beings prefer it to disarray. It’s a natural instinct that you should leverage in your webpage design.

\n

Information is easier to digest when it is presented in an orderly, symmetrical manner. Asymmetry, however, makes it difficult to focus - not great for important body copy on your “Products & Services” page, but fantastic for drawing attention to things like CTA buttons.

\n

6. Don’t Forget About Quality Imagery

\n

A picture speaks a thousand words. Sure, a website relies heavily on well-written copy, but imagery is also extremely important. A beautifully designed website with killer imagery doesn’t necessarily lead to conversions, but it can certainly tip the scales in the right direction.

\n

No one wants to spend hours poking around a hideous website, so if you want a visitor to stay on your page and eventually convert, you have to make your website a pleasant place to be. Remember what I mentioned earlier about color triggering the central nervous system? The same goes for imagery.

\n

\"Joss&MainHomepage.png\"

\n

Great imagery evokes a gut reaction. Joss & Main’s website is a great example. I’m already a self-admitted home goods enthusiast, but their next-level imagery makes me want to keep scrolling and scrolling. That closet is amazing. And #DeskGoals, am I right?

\n

7. Optimize Your CTA Button

\n

When there is a specific action you want a visitor to take, you have to make it easy for them to take that action. Your CTA button needs to be foolproof. There are a few tweaks you can make to create a CTA button that converts.

\n

A CTA button needs to look like a clickable button. Think: rectangular in shape with distinct borders, preferably on a white background. Use an attention-grabbing color (anything not neutral) that complements the color scheme of the page. There is no single color that will lead to a 100% conversion rate, so play around with it. A/B testing comes in handy here.

\n

At IMA, we were tasked with creating a landing page for a client whose brand colors are red and blue. We designed the landing page accordingly, and the conversion rate was pretty lackluster after several days. Upon further examination, we identified a potential culprit: the CTA button was red, which, for many people, is a \"stop\" color. After changing the color to blue, we noticed a boost in conversions. Of course, we can't be 100% certain the color change is what caused the boost, but it’s still interesting food for thought.

\n

A good CTA button also needs to contain short, to-the-point CTA language. Forget boring words like “register,” “download” or “submit.” A HubSpot study found that CTA buttons containing the word “submit” have a 14% conversion rate, while buttons without “submit” have a 17% conversion rate. Action words like “try,” “give,” “get,” or “use” are more likely to convert. You can also use words like “today” or “now” to create a sense of urgency.

\n

One more thing: don’t go crazy with CTA buttons. Instead of littering your website or landing page with buttons, use one. Remember: reducing options can increase conversions.

\n

If you have the option to experiment with website and landing page design, experiment! Apply these design techniques as you're building your next landing page, and you just might notice a boost in conversions.

","post_body_rss":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n\n

A website or landing page is a highly visual medium. The brain processes visual information 60,000 times faster than text, so perfecting the design is crucial. You can have the most compelling, beautifully written copy in the world, but visitors won’t waste their time reading it if the page doesn’t “feel” right.

\n

Your website or landing page is essentially the visual version of your brand’s message to the world. If you want visitors to convert, you have to design it right.

\n

Luckily, websites and landing pages are 100% manipulatable. If your conversion rate leaves much to be desired, you can fix it. Keep these design techniques in mind, and you just might see an uptick in conversions.

\n

1. Streamline Your Design

\n

In short, less is more.

\n

Your entire website needs to flow from one page to the next. This is especially important when it comes to landing page design. When your goal is to get visitors to convert, you have to make it easy for them to do so.

\n

Hick’s Law states that the amount of time it takes for a person to make a decision is based on the number of choices available. The more choices available, the longer it takes to process. Instead of taking the time to assess the information presented, a visitor may decide to leave your landing page altogether.

\n

Fewer choices = higher conversion.

\n

Guide your visitors down the path to conversion by using only one CTA button and as few form fields as possible. Stick to just name and email address, if possible. The more information you ask for, the lower your conversion rate. Asking for a phone number can reduce conversions by as much as 5%.

\n

2. Make Content Easy to Read

\n

Visitors don’t read text thoroughly. Instead of reading word for word, we scan web content in an F-shaped pattern. Design your website and landing pages with that in mind.

\n

The first two paragraphs should contain the most important information. Visitors are more likely to read the first paragraph than anything else on the page. Make information even more easy to digest, i.e. scannable, by using subheads, chunky text and bullet points with keyword-rich words.

\n

3. Pick the Right Palette

\n

Color can affect how visitors interpret and engage with your website. While there is no perfect color palette, understanding the psychology behind color can help you predict how visitors will respond. Psychologist Robert Plutchik’s famous color wheel specifies how different colors - even different shades of colors - evoke different emotions. Color triggers the central nervous system, giving you all the more reason to use color to your advantage.

\n

\"image24-1.png\"

\n

In addition to evoking a gut reaction for visitors, color is also a critical component of branding. It increases brand recognition by up to 80%. Just look at Tiffany & Co. When you think of the brand, their ubiquitous (and trademarked) shade of robin’s egg blue immediately comes to mind, as it's visible on their jewelry boxes, shopping bags, advertising and website.

\n

\"Screen

\n

4. Choose Fonts Wisely

\n

In the grand scheme of website design, font is one thing that is often overlooked. But, like color, the fonts you use also have a psychological effect on visitors. Too many fonts, and they’ll all be competing for attention. Too few, and your website will look rather dull.

\n

You should certainly use more than one font, but proceed with caution. Fonts should complement one another, not clash. Your entire website should feel cohesive and flow from one page to the next.

\n

\"NEW

\n

The New Yorker website is a great example, as it looks a lot like the print version of the magazine. The fonts work together and, most importantly, are legible. If you take anything away from this article, let it be this: If there is text that you want your visitors to read, you have to make it easy to read.

\n

5. Play With Symmetry

\n

Whether you realize it or not, you like symmetry. Human beings prefer it to disarray. It’s a natural instinct that you should leverage in your webpage design.

\n

Information is easier to digest when it is presented in an orderly, symmetrical manner. Asymmetry, however, makes it difficult to focus - not great for important body copy on your “Products & Services” page, but fantastic for drawing attention to things like CTA buttons.

\n

6. Don’t Forget About Quality Imagery

\n

A picture speaks a thousand words. Sure, a website relies heavily on well-written copy, but imagery is also extremely important. A beautifully designed website with killer imagery doesn’t necessarily lead to conversions, but it can certainly tip the scales in the right direction.

\n

No one wants to spend hours poking around a hideous website, so if you want a visitor to stay on your page and eventually convert, you have to make your website a pleasant place to be. Remember what I mentioned earlier about color triggering the central nervous system? The same goes for imagery.

\n

\"Joss&MainHomepage.png\"

\n

Great imagery evokes a gut reaction. Joss & Main’s website is a great example. I’m already a self-admitted home goods enthusiast, but their next-level imagery makes me want to keep scrolling and scrolling. That closet is amazing. And #DeskGoals, am I right?

\n

7. Optimize Your CTA Button

\n

When there is a specific action you want a visitor to take, you have to make it easy for them to take that action. Your CTA button needs to be foolproof. There are a few tweaks you can make to create a CTA button that converts.

\n

A CTA button needs to look like a clickable button. Think: rectangular in shape with distinct borders, preferably on a white background. Use an attention-grabbing color (anything not neutral) that complements the color scheme of the page. There is no single color that will lead to a 100% conversion rate, so play around with it. A/B testing comes in handy here.

\n

At IMA, we were tasked with creating a landing page for a client whose brand colors are red and blue. We designed the landing page accordingly, and the conversion rate was pretty lackluster after several days. Upon further examination, we identified a potential culprit: the CTA button was red, which, for many people, is a \"stop\" color. After changing the color to blue, we noticed a boost in conversions. Of course, we can't be 100% certain the color change is what caused the boost, but it’s still interesting food for thought.

\n

A good CTA button also needs to contain short, to-the-point CTA language. Forget boring words like “register,” “download” or “submit.” A HubSpot study found that CTA buttons containing the word “submit” have a 14% conversion rate, while buttons without “submit” have a 17% conversion rate. Action words like “try,” “give,” “get,” or “use” are more likely to convert. You can also use words like “today” or “now” to create a sense of urgency.

\n

One more thing: don’t go crazy with CTA buttons. Instead of littering your website or landing page with buttons, use one. Remember: reducing options can increase conversions.

\n

If you have the option to experiment with website and landing page design, experiment! Apply these design techniques as you're building your next landing page, and you just might notice a boost in conversions.

","post_email_content":"\n \n \n

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n \n","post_email_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Workplace-Of-A-Designer-In-Fla-78962200.jpg","post_featured_image_if_enabled":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Workplace-Of-A-Designer-In-Fla-78962200.jpg","post_list_content":"\n \n \n

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n \n","post_list_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Workplace-Of-A-Designer-In-Fla-78962200.jpg","post_rss_content":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n\n

A website or landing page is a highly visual medium. The brain processes visual information 60,000 times faster than text, so perfecting the design is crucial. You can have the most compelling, beautifully written copy in the world, but visitors won’t waste their time reading it if the page doesn’t “feel” right.

\n

Your website or landing page is essentially the visual version of your brand’s message to the world. If you want visitors to convert, you have to design it right.

\n

Luckily, websites and landing pages are 100% manipulatable. If your conversion rate leaves much to be desired, you can fix it. Keep these design techniques in mind, and you just might see an uptick in conversions.

\n

1. Streamline Your Design

\n

In short, less is more.

\n

Your entire website needs to flow from one page to the next. This is especially important when it comes to landing page design. When your goal is to get visitors to convert, you have to make it easy for them to do so.

\n

Hick’s Law states that the amount of time it takes for a person to make a decision is based on the number of choices available. The more choices available, the longer it takes to process. Instead of taking the time to assess the information presented, a visitor may decide to leave your landing page altogether.

\n

Fewer choices = higher conversion.

\n

Guide your visitors down the path to conversion by using only one CTA button and as few form fields as possible. Stick to just name and email address, if possible. The more information you ask for, the lower your conversion rate. Asking for a phone number can reduce conversions by as much as 5%.

\n

2. Make Content Easy to Read

\n

Visitors don’t read text thoroughly. Instead of reading word for word, we scan web content in an F-shaped pattern. Design your website and landing pages with that in mind.

\n

The first two paragraphs should contain the most important information. Visitors are more likely to read the first paragraph than anything else on the page. Make information even more easy to digest, i.e. scannable, by using subheads, chunky text and bullet points with keyword-rich words.

\n

3. Pick the Right Palette

\n

Color can affect how visitors interpret and engage with your website. While there is no perfect color palette, understanding the psychology behind color can help you predict how visitors will respond. Psychologist Robert Plutchik’s famous color wheel specifies how different colors - even different shades of colors - evoke different emotions. Color triggers the central nervous system, giving you all the more reason to use color to your advantage.

\n

\"image24-1.png\"

\n

In addition to evoking a gut reaction for visitors, color is also a critical component of branding. It increases brand recognition by up to 80%. Just look at Tiffany & Co. When you think of the brand, their ubiquitous (and trademarked) shade of robin’s egg blue immediately comes to mind, as it's visible on their jewelry boxes, shopping bags, advertising and website.

\n

\"Screen

\n

4. Choose Fonts Wisely

\n

In the grand scheme of website design, font is one thing that is often overlooked. But, like color, the fonts you use also have a psychological effect on visitors. Too many fonts, and they’ll all be competing for attention. Too few, and your website will look rather dull.

\n

You should certainly use more than one font, but proceed with caution. Fonts should complement one another, not clash. Your entire website should feel cohesive and flow from one page to the next.

\n

\"NEW

\n

The New Yorker website is a great example, as it looks a lot like the print version of the magazine. The fonts work together and, most importantly, are legible. If you take anything away from this article, let it be this: If there is text that you want your visitors to read, you have to make it easy to read.

\n

5. Play With Symmetry

\n

Whether you realize it or not, you like symmetry. Human beings prefer it to disarray. It’s a natural instinct that you should leverage in your webpage design.

\n

Information is easier to digest when it is presented in an orderly, symmetrical manner. Asymmetry, however, makes it difficult to focus - not great for important body copy on your “Products & Services” page, but fantastic for drawing attention to things like CTA buttons.

\n

6. Don’t Forget About Quality Imagery

\n

A picture speaks a thousand words. Sure, a website relies heavily on well-written copy, but imagery is also extremely important. A beautifully designed website with killer imagery doesn’t necessarily lead to conversions, but it can certainly tip the scales in the right direction.

\n

No one wants to spend hours poking around a hideous website, so if you want a visitor to stay on your page and eventually convert, you have to make your website a pleasant place to be. Remember what I mentioned earlier about color triggering the central nervous system? The same goes for imagery.

\n

\"Joss&MainHomepage.png\"

\n

Great imagery evokes a gut reaction. Joss & Main’s website is a great example. I’m already a self-admitted home goods enthusiast, but their next-level imagery makes me want to keep scrolling and scrolling. That closet is amazing. And #DeskGoals, am I right?

\n

7. Optimize Your CTA Button

\n

When there is a specific action you want a visitor to take, you have to make it easy for them to take that action. Your CTA button needs to be foolproof. There are a few tweaks you can make to create a CTA button that converts.

\n

A CTA button needs to look like a clickable button. Think: rectangular in shape with distinct borders, preferably on a white background. Use an attention-grabbing color (anything not neutral) that complements the color scheme of the page. There is no single color that will lead to a 100% conversion rate, so play around with it. A/B testing comes in handy here.

\n

At IMA, we were tasked with creating a landing page for a client whose brand colors are red and blue. We designed the landing page accordingly, and the conversion rate was pretty lackluster after several days. Upon further examination, we identified a potential culprit: the CTA button was red, which, for many people, is a \"stop\" color. After changing the color to blue, we noticed a boost in conversions. Of course, we can't be 100% certain the color change is what caused the boost, but it’s still interesting food for thought.

\n

A good CTA button also needs to contain short, to-the-point CTA language. Forget boring words like “register,” “download” or “submit.” A HubSpot study found that CTA buttons containing the word “submit” have a 14% conversion rate, while buttons without “submit” have a 17% conversion rate. Action words like “try,” “give,” “get,” or “use” are more likely to convert. You can also use words like “today” or “now” to create a sense of urgency.

\n

One more thing: don’t go crazy with CTA buttons. Instead of littering your website or landing page with buttons, use one. Remember: reducing options can increase conversions.

\n

If you have the option to experiment with website and landing page design, experiment! Apply these design techniques as you're building your next landing page, and you just might notice a boost in conversions.

","post_rss_summary_featured_image":"","post_summary":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n","post_summary_rss":"\n \n \n

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"skxGqyBk","processing_status":"PUBLISHED","publish_date":1486393200000,"publish_date_local_time":1486393200000,"publish_date_localized":{"date":1486393200000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":false,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/7-design-techniques-to-boost-site-landing-page-conversion","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n\n

A website or landing page is a highly visual medium. The brain processes visual information 60,000 times faster than text, so perfecting the design is crucial. You can have the most compelling, beautifully written copy in the world, but visitors won’t waste their time reading it if the page doesn’t “feel” right.

\n

Your website or landing page is essentially the visual version of your brand’s message to the world. If you want visitors to convert, you have to design it right.

\n

Luckily, websites and landing pages are 100% manipulatable. If your conversion rate leaves much to be desired, you can fix it. Keep these design techniques in mind, and you just might see an uptick in conversions.

\n

1. Streamline Your Design

\n

In short, less is more.

\n

Your entire website needs to flow from one page to the next. This is especially important when it comes to landing page design. When your goal is to get visitors to convert, you have to make it easy for them to do so.

\n

Hick’s Law states that the amount of time it takes for a person to make a decision is based on the number of choices available. The more choices available, the longer it takes to process. Instead of taking the time to assess the information presented, a visitor may decide to leave your landing page altogether.

\n

Fewer choices = higher conversion.

\n

Guide your visitors down the path to conversion by using only one CTA button and as few form fields as possible. Stick to just name and email address, if possible. The more information you ask for, the lower your conversion rate. Asking for a phone number can reduce conversions by as much as 5%.

\n

2. Make Content Easy to Read

\n

Visitors don’t read text thoroughly. Instead of reading word for word, we scan web content in an F-shaped pattern. Design your website and landing pages with that in mind.

\n

The first two paragraphs should contain the most important information. Visitors are more likely to read the first paragraph than anything else on the page. Make information even more easy to digest, i.e. scannable, by using subheads, chunky text and bullet points with keyword-rich words.

\n

3. Pick the Right Palette

\n

Color can affect how visitors interpret and engage with your website. While there is no perfect color palette, understanding the psychology behind color can help you predict how visitors will respond. Psychologist Robert Plutchik’s famous color wheel specifies how different colors - even different shades of colors - evoke different emotions. Color triggers the central nervous system, giving you all the more reason to use color to your advantage.

\n

\"image24-1.png\"

\n

In addition to evoking a gut reaction for visitors, color is also a critical component of branding. It increases brand recognition by up to 80%. Just look at Tiffany & Co. When you think of the brand, their ubiquitous (and trademarked) shade of robin’s egg blue immediately comes to mind, as it's visible on their jewelry boxes, shopping bags, advertising and website.

\n

\"Screen

\n

4. Choose Fonts Wisely

\n

In the grand scheme of website design, font is one thing that is often overlooked. But, like color, the fonts you use also have a psychological effect on visitors. Too many fonts, and they’ll all be competing for attention. Too few, and your website will look rather dull.

\n

You should certainly use more than one font, but proceed with caution. Fonts should complement one another, not clash. Your entire website should feel cohesive and flow from one page to the next.

\n

\"NEW

\n

The New Yorker website is a great example, as it looks a lot like the print version of the magazine. The fonts work together and, most importantly, are legible. If you take anything away from this article, let it be this: If there is text that you want your visitors to read, you have to make it easy to read.

\n

5. Play With Symmetry

\n

Whether you realize it or not, you like symmetry. Human beings prefer it to disarray. It’s a natural instinct that you should leverage in your webpage design.

\n

Information is easier to digest when it is presented in an orderly, symmetrical manner. Asymmetry, however, makes it difficult to focus - not great for important body copy on your “Products & Services” page, but fantastic for drawing attention to things like CTA buttons.

\n

6. Don’t Forget About Quality Imagery

\n

A picture speaks a thousand words. Sure, a website relies heavily on well-written copy, but imagery is also extremely important. A beautifully designed website with killer imagery doesn’t necessarily lead to conversions, but it can certainly tip the scales in the right direction.

\n

No one wants to spend hours poking around a hideous website, so if you want a visitor to stay on your page and eventually convert, you have to make your website a pleasant place to be. Remember what I mentioned earlier about color triggering the central nervous system? The same goes for imagery.

\n

\"Joss&MainHomepage.png\"

\n

Great imagery evokes a gut reaction. Joss & Main’s website is a great example. I’m already a self-admitted home goods enthusiast, but their next-level imagery makes me want to keep scrolling and scrolling. That closet is amazing. And #DeskGoals, am I right?

\n

7. Optimize Your CTA Button

\n

When there is a specific action you want a visitor to take, you have to make it easy for them to take that action. Your CTA button needs to be foolproof. There are a few tweaks you can make to create a CTA button that converts.

\n

A CTA button needs to look like a clickable button. Think: rectangular in shape with distinct borders, preferably on a white background. Use an attention-grabbing color (anything not neutral) that complements the color scheme of the page. There is no single color that will lead to a 100% conversion rate, so play around with it. A/B testing comes in handy here.

\n

At IMA, we were tasked with creating a landing page for a client whose brand colors are red and blue. We designed the landing page accordingly, and the conversion rate was pretty lackluster after several days. Upon further examination, we identified a potential culprit: the CTA button was red, which, for many people, is a \"stop\" color. After changing the color to blue, we noticed a boost in conversions. Of course, we can't be 100% certain the color change is what caused the boost, but it’s still interesting food for thought.

\n

A good CTA button also needs to contain short, to-the-point CTA language. Forget boring words like “register,” “download” or “submit.” A HubSpot study found that CTA buttons containing the word “submit” have a 14% conversion rate, while buttons without “submit” have a 17% conversion rate. Action words like “try,” “give,” “get,” or “use” are more likely to convert. You can also use words like “today” or “now” to create a sense of urgency.

\n

One more thing: don’t go crazy with CTA buttons. Instead of littering your website or landing page with buttons, use one. Remember: reducing options can increase conversions.

\n

If you have the option to experiment with website and landing page design, experiment! Apply these design techniques as you're building your next landing page, and you just might notice a boost in conversions.

","rss_summary":"

What’s the first thing you do after stumbling upon an atrocious website? If you’re like me, you leave. No one wants to spend time on a complicated website with garish design and crummy UX.

\n","rss_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Workplace-Of-A-Designer-In-Fla-78962200.jpg","slug":"inbound-marketing-agents-blog/7-design-techniques-to-boost-site-landing-page-conversion","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"7 Design Techniques to Boost Site & Landing Page Conversion","topic_ids":[3614576757,3605736387,3604031378],"topic_list":[],"topic_names":[],"topics":[3614576757,3605736387,3604031378],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1495579413257,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/7-design-techniques-to-boost-site-landing-page-conversion","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/what-weve-learned-using-video-in-facebook-ads","allowed_slug_conflict":false,"analytics_page_id":"4767939340","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"taylor@inboundmarketingagents.com","author_at":1485459296324,"author_email":"taylor@inboundmarketingagents.com","author_name":"Taylor Eben","author_user_id":3302629,"author_username":"taylor@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1461686055777,"deleted_at":0,"display_name":"Justin Horvath","email":"justin@inboundmarketingagents.com","facebook":"","full_name":"Justin Horvath","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/498d3a8ac3e279996c846ed8c2912774","has_social_profiles":false,"id":4089410497,"linkedin":"","portal_id":160334,"slug":"justin-horvath","twitter":"","twitter_username":"","updated":1461686055777,"website":""},"blog_author_id":4089410497,"blog_post_author":{"avatar":"","bio":"","created":1461686055777,"deleted_at":0,"display_name":"Justin Horvath","email":"justin@inboundmarketingagents.com","facebook":"","full_name":"Justin Horvath","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/498d3a8ac3e279996c846ed8c2912774","has_social_profiles":false,"id":4089410497,"linkedin":"","portal_id":160334,"slug":"justin-horvath","twitter":"","twitter_username":"","updated":1461686055777,"website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1485452216000,"created_time":1485452216000,"css":{},"css_text":"","ctas":null,"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Touch-To-Share-Facebook-93830510.jpg","featured_image_alt_text":"bigstock-Touch-To-Share-Facebook-93830510.jpg","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1485458372000,"has_user_changes":true,"html_title":"What We've Learned Using Video in Facebook Ads","id":4767939340,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"What We've Learned Using Video in Facebook Ads","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"has_user_changes":true,"author_username":"taylor@inboundmarketingagents.com","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"topic_ids":[3605736397,3747684465],"last_edit_update_id":null,"author_user_id":3302629,"css_text":"","rss_summary":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n","last_edit_session_id":null,"publish_immediately":true,"keywords":[],"campaign_name":null,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Touch-To-Share-Facebook-93830510.jpg","post_summary":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n","meta_description":"Video content is taking over Facebook timelines and more advertisers are utlitizing it because it works. Here's what we've learned using video in Facebook Ads.","html_title":"What We've Learned Using Video in Facebook Ads","post_body":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n

Video content is powerful. It breaks up the monotony of text copy and typically results in higher rates of engagement. Organic posts that contain video content also have a greater reach than posts that simply contain an image: 135% greater, to be exact.

\n

In an increasingly visual landscape, digital advertisers are also jumping on the video bandwagon to make ads appear to be more native, meaning they mirror content in organic feeds. And why not? Facebook ad campaigns geared toward video views are largely successful and incur lower cost per video view with high engagement and conversion rates. Very few digital (and certainly not traditional) marketing platforms can deliver similar results.

\n

Elements of a Successful Video

\n

For many of our clients at IMA, the idea of creating a video for any type of Facebook advertising campaign is daunting at first. Many feel like they don’t have the time, the budget, the equipment or the cinematographic skills to pull off a compelling video. However, I’ve learned that not every video ad needs to look like it’s been shot by James Cameron.

\n

If you own a smartphone, you’re already off to a good start. The built-in cameras in today's smartphones deliver high quality images and videos. An intuitive video-editing app like FilmoraGo can help you apply filters, voiceovers, text and more straight from your phone. The main objective of visual content is to catch the eye of a potential customer, hit them with your call to action and intrigue them enough to draw them to your landing or product page, so don't be afraid to get creative.

\n

If the prospect of filming and editing a video still seems too overwhelming, don’t despair. Facebook’s Slideshow tool is here to help. Just upload a few images you’d like to use, and Facebook will thread them into a video for you, complete with your choice of music, slide duration, text overlays and transition filters. Heck, you don’t even need to have your own imagery! If you’d rather, Facebook has a library of stock photos courtesy of Stockphoto! Setting up a slideshow is so simple, and it’s a fantastic way to begin advertising on Facebook using strong video content.

\n

Another item to keep in mind when building out your video views campaign is the platform on which your ad will be served. The plurality of Facebook users are now accessing the site through a mobile device. Recent financial releases show that 84% of Facebook’s total revenue came from advertising on the mobile app and site alone. That’s a powerful indication of how you can plan to optimize your ads before you launch them: keep the mobile users in mind, as that’s most likely where they’ll see your content.

\n

How Video Ads Worked for One Client

\n

The holiday season is flooded with ads on both traditional and digital platforms. It’s the time of year that is a nightmare for Facebook users who are being inundated with advertisements all clamoring for their attention and money. It’s equally frustrating for digital marketers on the platform because we’re all battling each other for the same demographics, which drives up ad spend while limiting reach and conversion. It’s also the best time of year to be running Video View Campaigns utilizing visual content that runs at a low cost per view and conversion with high user engagement rates and massive reach.

\n

This past December, an IMA client located just outside New York City was running a promotion centered around the holiday season. Not surprisingly, so were many of their competitors in the area. We knew a video ad was more likely to be successful, but our client did not have any video content that was relevant to the promotion we were about to launch.

\n

Rather than launching an ad with amazing copy accompanied by a boring stock image, I put together a slideshow using stock photos from Shutterstock. In less than 10 minutes I had a compelling video to run alongside compelling copy and very specific targeting parameters. Within 4 weeks, this particular video ad reached more than 56,000 users, received more than 500 engagements, was shared over 350 times and had over 50,000 video views.

\n

The icing on the cake? The ad had a cost per view of only 2 cents.

","blog_post_schedule_task_uid":null,"author_email":"taylor@inboundmarketingagents.com","blog_publish_to_social_media_task":"DONE","featured_image_alt_text":"bigstock-Touch-To-Share-Facebook-93830510.jpg","rss_body":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n

Video content is powerful. It breaks up the monotony of text copy and typically results in higher rates of engagement. Organic posts that contain video content also have a greater reach than posts that simply contain an image: 135% greater, to be exact.

\n

In an increasingly visual landscape, digital advertisers are also jumping on the video bandwagon to make ads appear to be more native, meaning they mirror content in organic feeds. And why not? Facebook ad campaigns geared toward video views are largely successful and incur lower cost per video view with high engagement and conversion rates. Very few digital (and certainly not traditional) marketing platforms can deliver similar results.

\n

Elements of a Successful Video

\n

For many of our clients at IMA, the idea of creating a video for any type of Facebook advertising campaign is daunting at first. Many feel like they don’t have the time, the budget, the equipment or the cinematographic skills to pull off a compelling video. However, I’ve learned that not every video ad needs to look like it’s been shot by James Cameron.

\n

If you own a smartphone, you’re already off to a good start. The built-in cameras in today's smartphones deliver high quality images and videos. An intuitive video-editing app like FilmoraGo can help you apply filters, voiceovers, text and more straight from your phone. The main objective of visual content is to catch the eye of a potential customer, hit them with your call to action and intrigue them enough to draw them to your landing or product page, so don't be afraid to get creative.

\n

If the prospect of filming and editing a video still seems too overwhelming, don’t despair. Facebook’s Slideshow tool is here to help. Just upload a few images you’d like to use, and Facebook will thread them into a video for you, complete with your choice of music, slide duration, text overlays and transition filters. Heck, you don’t even need to have your own imagery! If you’d rather, Facebook has a library of stock photos courtesy of Stockphoto! Setting up a slideshow is so simple, and it’s a fantastic way to begin advertising on Facebook using strong video content.

\n

Another item to keep in mind when building out your video views campaign is the platform on which your ad will be served. The plurality of Facebook users are now accessing the site through a mobile device. Recent financial releases show that 84% of Facebook’s total revenue came from advertising on the mobile app and site alone. That’s a powerful indication of how you can plan to optimize your ads before you launch them: keep the mobile users in mind, as that’s most likely where they’ll see your content.

\n

How Video Ads Worked for One Client

\n

The holiday season is flooded with ads on both traditional and digital platforms. It’s the time of year that is a nightmare for Facebook users who are being inundated with advertisements all clamoring for their attention and money. It’s equally frustrating for digital marketers on the platform because we’re all battling each other for the same demographics, which drives up ad spend while limiting reach and conversion. It’s also the best time of year to be running Video View Campaigns utilizing visual content that runs at a low cost per view and conversion with high user engagement rates and massive reach.

\n

This past December, an IMA client located just outside New York City was running a promotion centered around the holiday season. Not surprisingly, so were many of their competitors in the area. We knew a video ad was more likely to be successful, but our client did not have any video content that was relevant to the promotion we were about to launch.

\n

Rather than launching an ad with amazing copy accompanied by a boring stock image, I put together a slideshow using stock photos from Shutterstock. In less than 10 minutes I had a compelling video to run alongside compelling copy and very specific targeting parameters. Within 4 weeks, this particular video ad reached more than 56,000 users, received more than 500 engagements, was shared over 350 times and had over 50,000 video views.

\n

The icing on the cake? The ad had a cost per view of only 2 cents.

","placement_guids":[],"css":{},"campaign_utm":null},"meta_description":"Video content is taking over Facebook timelines and more advertisers are utlitizing it because it works. Here's what we've learned using video in Facebook Ads.","name":"What We've Learned Using Video in Facebook Ads","page_redirected":false,"page_title":"What We've Learned Using Video in Facebook Ads","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":[],"portal_id":160334,"post_body":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n

Video content is powerful. It breaks up the monotony of text copy and typically results in higher rates of engagement. Organic posts that contain video content also have a greater reach than posts that simply contain an image: 135% greater, to be exact.

\n

In an increasingly visual landscape, digital advertisers are also jumping on the video bandwagon to make ads appear to be more native, meaning they mirror content in organic feeds. And why not? Facebook ad campaigns geared toward video views are largely successful and incur lower cost per video view with high engagement and conversion rates. Very few digital (and certainly not traditional) marketing platforms can deliver similar results.

\n

Elements of a Successful Video

\n

For many of our clients at IMA, the idea of creating a video for any type of Facebook advertising campaign is daunting at first. Many feel like they don’t have the time, the budget, the equipment or the cinematographic skills to pull off a compelling video. However, I’ve learned that not every video ad needs to look like it’s been shot by James Cameron.

\n

If you own a smartphone, you’re already off to a good start. The built-in cameras in today's smartphones deliver high quality images and videos. An intuitive video-editing app like FilmoraGo can help you apply filters, voiceovers, text and more straight from your phone. The main objective of visual content is to catch the eye of a potential customer, hit them with your call to action and intrigue them enough to draw them to your landing or product page, so don't be afraid to get creative.

\n

If the prospect of filming and editing a video still seems too overwhelming, don’t despair. Facebook’s Slideshow tool is here to help. Just upload a few images you’d like to use, and Facebook will thread them into a video for you, complete with your choice of music, slide duration, text overlays and transition filters. Heck, you don’t even need to have your own imagery! If you’d rather, Facebook has a library of stock photos courtesy of Stockphoto! Setting up a slideshow is so simple, and it’s a fantastic way to begin advertising on Facebook using strong video content.

\n

Another item to keep in mind when building out your video views campaign is the platform on which your ad will be served. The plurality of Facebook users are now accessing the site through a mobile device. Recent financial releases show that 84% of Facebook’s total revenue came from advertising on the mobile app and site alone. That’s a powerful indication of how you can plan to optimize your ads before you launch them: keep the mobile users in mind, as that’s most likely where they’ll see your content.

\n

How Video Ads Worked for One Client

\n

The holiday season is flooded with ads on both traditional and digital platforms. It’s the time of year that is a nightmare for Facebook users who are being inundated with advertisements all clamoring for their attention and money. It’s equally frustrating for digital marketers on the platform because we’re all battling each other for the same demographics, which drives up ad spend while limiting reach and conversion. It’s also the best time of year to be running Video View Campaigns utilizing visual content that runs at a low cost per view and conversion with high user engagement rates and massive reach.

\n

This past December, an IMA client located just outside New York City was running a promotion centered around the holiday season. Not surprisingly, so were many of their competitors in the area. We knew a video ad was more likely to be successful, but our client did not have any video content that was relevant to the promotion we were about to launch.

\n

Rather than launching an ad with amazing copy accompanied by a boring stock image, I put together a slideshow using stock photos from Shutterstock. In less than 10 minutes I had a compelling video to run alongside compelling copy and very specific targeting parameters. Within 4 weeks, this particular video ad reached more than 56,000 users, received more than 500 engagements, was shared over 350 times and had over 50,000 video views.

\n

The icing on the cake? The ad had a cost per view of only 2 cents.

","post_body_rss":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n

Video content is powerful. It breaks up the monotony of text copy and typically results in higher rates of engagement. Organic posts that contain video content also have a greater reach than posts that simply contain an image: 135% greater, to be exact.

\n

In an increasingly visual landscape, digital advertisers are also jumping on the video bandwagon to make ads appear to be more native, meaning they mirror content in organic feeds. And why not? Facebook ad campaigns geared toward video views are largely successful and incur lower cost per video view with high engagement and conversion rates. Very few digital (and certainly not traditional) marketing platforms can deliver similar results.

\n

Elements of a Successful Video

\n

For many of our clients at IMA, the idea of creating a video for any type of Facebook advertising campaign is daunting at first. Many feel like they don’t have the time, the budget, the equipment or the cinematographic skills to pull off a compelling video. However, I’ve learned that not every video ad needs to look like it’s been shot by James Cameron.

\n

If you own a smartphone, you’re already off to a good start. The built-in cameras in today's smartphones deliver high quality images and videos. An intuitive video-editing app like FilmoraGo can help you apply filters, voiceovers, text and more straight from your phone. The main objective of visual content is to catch the eye of a potential customer, hit them with your call to action and intrigue them enough to draw them to your landing or product page, so don't be afraid to get creative.

\n

If the prospect of filming and editing a video still seems too overwhelming, don’t despair. Facebook’s Slideshow tool is here to help. Just upload a few images you’d like to use, and Facebook will thread them into a video for you, complete with your choice of music, slide duration, text overlays and transition filters. Heck, you don’t even need to have your own imagery! If you’d rather, Facebook has a library of stock photos courtesy of Stockphoto! Setting up a slideshow is so simple, and it’s a fantastic way to begin advertising on Facebook using strong video content.

\n

Another item to keep in mind when building out your video views campaign is the platform on which your ad will be served. The plurality of Facebook users are now accessing the site through a mobile device. Recent financial releases show that 84% of Facebook’s total revenue came from advertising on the mobile app and site alone. That’s a powerful indication of how you can plan to optimize your ads before you launch them: keep the mobile users in mind, as that’s most likely where they’ll see your content.

\n

How Video Ads Worked for One Client

\n

The holiday season is flooded with ads on both traditional and digital platforms. It’s the time of year that is a nightmare for Facebook users who are being inundated with advertisements all clamoring for their attention and money. It’s equally frustrating for digital marketers on the platform because we’re all battling each other for the same demographics, which drives up ad spend while limiting reach and conversion. It’s also the best time of year to be running Video View Campaigns utilizing visual content that runs at a low cost per view and conversion with high user engagement rates and massive reach.

\n

This past December, an IMA client located just outside New York City was running a promotion centered around the holiday season. Not surprisingly, so were many of their competitors in the area. We knew a video ad was more likely to be successful, but our client did not have any video content that was relevant to the promotion we were about to launch.

\n

Rather than launching an ad with amazing copy accompanied by a boring stock image, I put together a slideshow using stock photos from Shutterstock. In less than 10 minutes I had a compelling video to run alongside compelling copy and very specific targeting parameters. Within 4 weeks, this particular video ad reached more than 56,000 users, received more than 500 engagements, was shared over 350 times and had over 50,000 video views.

\n

The icing on the cake? The ad had a cost per view of only 2 cents.

","post_email_content":"\n \n \n

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n \n","post_email_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Touch-To-Share-Facebook-93830510.jpg","post_featured_image_if_enabled":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Touch-To-Share-Facebook-93830510.jpg","post_list_content":"\n \n \n

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n \n","post_list_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Touch-To-Share-Facebook-93830510.jpg","post_rss_content":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n

Video content is powerful. It breaks up the monotony of text copy and typically results in higher rates of engagement. Organic posts that contain video content also have a greater reach than posts that simply contain an image: 135% greater, to be exact.

\n

In an increasingly visual landscape, digital advertisers are also jumping on the video bandwagon to make ads appear to be more native, meaning they mirror content in organic feeds. And why not? Facebook ad campaigns geared toward video views are largely successful and incur lower cost per video view with high engagement and conversion rates. Very few digital (and certainly not traditional) marketing platforms can deliver similar results.

\n

Elements of a Successful Video

\n

For many of our clients at IMA, the idea of creating a video for any type of Facebook advertising campaign is daunting at first. Many feel like they don’t have the time, the budget, the equipment or the cinematographic skills to pull off a compelling video. However, I’ve learned that not every video ad needs to look like it’s been shot by James Cameron.

\n

If you own a smartphone, you’re already off to a good start. The built-in cameras in today's smartphones deliver high quality images and videos. An intuitive video-editing app like FilmoraGo can help you apply filters, voiceovers, text and more straight from your phone. The main objective of visual content is to catch the eye of a potential customer, hit them with your call to action and intrigue them enough to draw them to your landing or product page, so don't be afraid to get creative.

\n

If the prospect of filming and editing a video still seems too overwhelming, don’t despair. Facebook’s Slideshow tool is here to help. Just upload a few images you’d like to use, and Facebook will thread them into a video for you, complete with your choice of music, slide duration, text overlays and transition filters. Heck, you don’t even need to have your own imagery! If you’d rather, Facebook has a library of stock photos courtesy of Stockphoto! Setting up a slideshow is so simple, and it’s a fantastic way to begin advertising on Facebook using strong video content.

\n

Another item to keep in mind when building out your video views campaign is the platform on which your ad will be served. The plurality of Facebook users are now accessing the site through a mobile device. Recent financial releases show that 84% of Facebook’s total revenue came from advertising on the mobile app and site alone. That’s a powerful indication of how you can plan to optimize your ads before you launch them: keep the mobile users in mind, as that’s most likely where they’ll see your content.

\n

How Video Ads Worked for One Client

\n

The holiday season is flooded with ads on both traditional and digital platforms. It’s the time of year that is a nightmare for Facebook users who are being inundated with advertisements all clamoring for their attention and money. It’s equally frustrating for digital marketers on the platform because we’re all battling each other for the same demographics, which drives up ad spend while limiting reach and conversion. It’s also the best time of year to be running Video View Campaigns utilizing visual content that runs at a low cost per view and conversion with high user engagement rates and massive reach.

\n

This past December, an IMA client located just outside New York City was running a promotion centered around the holiday season. Not surprisingly, so were many of their competitors in the area. We knew a video ad was more likely to be successful, but our client did not have any video content that was relevant to the promotion we were about to launch.

\n

Rather than launching an ad with amazing copy accompanied by a boring stock image, I put together a slideshow using stock photos from Shutterstock. In less than 10 minutes I had a compelling video to run alongside compelling copy and very specific targeting parameters. Within 4 weeks, this particular video ad reached more than 56,000 users, received more than 500 engagements, was shared over 350 times and had over 50,000 video views.

\n

The icing on the cake? The ad had a cost per view of only 2 cents.

","post_rss_summary_featured_image":"","post_summary":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n","post_summary_rss":"\n \n \n

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"aBeFwskW","processing_status":"PUBLISHED","publish_date":1485458372000,"publish_date_local_time":1485458372000,"publish_date_localized":{"date":1485458372000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":true,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/what-weve-learned-using-video-in-facebook-ads","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n

Video content is powerful. It breaks up the monotony of text copy and typically results in higher rates of engagement. Organic posts that contain video content also have a greater reach than posts that simply contain an image: 135% greater, to be exact.

\n

In an increasingly visual landscape, digital advertisers are also jumping on the video bandwagon to make ads appear to be more native, meaning they mirror content in organic feeds. And why not? Facebook ad campaigns geared toward video views are largely successful and incur lower cost per video view with high engagement and conversion rates. Very few digital (and certainly not traditional) marketing platforms can deliver similar results.

\n

Elements of a Successful Video

\n

For many of our clients at IMA, the idea of creating a video for any type of Facebook advertising campaign is daunting at first. Many feel like they don’t have the time, the budget, the equipment or the cinematographic skills to pull off a compelling video. However, I’ve learned that not every video ad needs to look like it’s been shot by James Cameron.

\n

If you own a smartphone, you’re already off to a good start. The built-in cameras in today's smartphones deliver high quality images and videos. An intuitive video-editing app like FilmoraGo can help you apply filters, voiceovers, text and more straight from your phone. The main objective of visual content is to catch the eye of a potential customer, hit them with your call to action and intrigue them enough to draw them to your landing or product page, so don't be afraid to get creative.

\n

If the prospect of filming and editing a video still seems too overwhelming, don’t despair. Facebook’s Slideshow tool is here to help. Just upload a few images you’d like to use, and Facebook will thread them into a video for you, complete with your choice of music, slide duration, text overlays and transition filters. Heck, you don’t even need to have your own imagery! If you’d rather, Facebook has a library of stock photos courtesy of Stockphoto! Setting up a slideshow is so simple, and it’s a fantastic way to begin advertising on Facebook using strong video content.

\n

Another item to keep in mind when building out your video views campaign is the platform on which your ad will be served. The plurality of Facebook users are now accessing the site through a mobile device. Recent financial releases show that 84% of Facebook’s total revenue came from advertising on the mobile app and site alone. That’s a powerful indication of how you can plan to optimize your ads before you launch them: keep the mobile users in mind, as that’s most likely where they’ll see your content.

\n

How Video Ads Worked for One Client

\n

The holiday season is flooded with ads on both traditional and digital platforms. It’s the time of year that is a nightmare for Facebook users who are being inundated with advertisements all clamoring for their attention and money. It’s equally frustrating for digital marketers on the platform because we’re all battling each other for the same demographics, which drives up ad spend while limiting reach and conversion. It’s also the best time of year to be running Video View Campaigns utilizing visual content that runs at a low cost per view and conversion with high user engagement rates and massive reach.

\n

This past December, an IMA client located just outside New York City was running a promotion centered around the holiday season. Not surprisingly, so were many of their competitors in the area. We knew a video ad was more likely to be successful, but our client did not have any video content that was relevant to the promotion we were about to launch.

\n

Rather than launching an ad with amazing copy accompanied by a boring stock image, I put together a slideshow using stock photos from Shutterstock. In less than 10 minutes I had a compelling video to run alongside compelling copy and very specific targeting parameters. Within 4 weeks, this particular video ad reached more than 56,000 users, received more than 500 engagements, was shared over 350 times and had over 50,000 video views.

\n

The icing on the cake? The ad had a cost per view of only 2 cents.

","rss_summary":"

It’s no secret that video content is quickly taking over Facebook users’ timelines. In fact, back in June of 2016, Facebook's Vice President of European, Middle Eastern and African operations mentioned that in about 5 years, Facebook “will be probably all video.” Let’s face it: Facebook is a fast-paced platform, so capturing and retaining a user’s attention is a difficult task to undertake. And it sounds like it's only going to get more difficult.

\n","rss_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Touch-To-Share-Facebook-93830510.jpg","slug":"inbound-marketing-agents-blog/what-weve-learned-using-video-in-facebook-ads","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"What We've Learned Using Video in Facebook Ads","topic_ids":[3605736397,3747684465],"topic_list":[],"topic_names":[],"topics":[3605736397,3747684465],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1485459296324,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/what-weve-learned-using-video-in-facebook-ads","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/14-ways-to-become-a-better-client","allowed_slug_conflict":false,"analytics_page_id":"4533833764","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"taylor@inboundmarketingagents.com","author_at":1484599497207,"author_email":"taylor@inboundmarketingagents.com","author_name":"Taylor Eben","author_user_id":3302629,"author_username":"taylor@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1447895684425,"deleted_at":0,"display_name":"Jessica Bowers Hopson","email":"jbowers@inboundmarketingagents.com","facebook":"","full_name":"Jessica Bowers Hopson","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/00162c147d02d355a408990df3dd9614","has_social_profiles":false,"id":3607057177,"linkedin":"","portal_id":160334,"slug":"jessica-bowers-hopson","twitter":"","twitter_username":"","updated":1463421415488,"username":"jbowers@inboundmarketingagents.com","website":""},"blog_author_id":3607057177,"blog_post_author":{"avatar":"","bio":"","created":1447895684425,"deleted_at":0,"display_name":"Jessica Bowers Hopson","email":"jbowers@inboundmarketingagents.com","facebook":"","full_name":"Jessica Bowers Hopson","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/00162c147d02d355a408990df3dd9614","has_social_profiles":false,"id":3607057177,"linkedin":"","portal_id":160334,"slug":"jessica-bowers-hopson","twitter":"","twitter_username":"","updated":1463421415488,"username":"jbowers@inboundmarketingagents.com","website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1484597023000,"created_time":1484597023000,"css":{},"css_text":"","ctas":null,"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Business-People-Meeting-Confer-132402962.jpg","featured_image_alt_text":"bigstock-Business-People-Meeting-Confer-132402962.jpg","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1484598571000,"has_user_changes":true,"html_title":"14 Ways to Become a Better Client","id":4533833764,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"14 Ways to Become a Better Client","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"has_user_changes":true,"author_username":"taylor@inboundmarketingagents.com","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"topic_ids":[3614576747],"last_edit_update_id":null,"author_user_id":3302629,"css_text":"","rss_summary":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n","last_edit_session_id":null,"publish_immediately":true,"keywords":[],"campaign_name":null,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Business-People-Meeting-Confer-132402962.jpg","post_summary":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n","meta_description":"These tips will help you become a better client, which will ultimately lead to a stronger, more valuable or more effortless relationship with your marketing agency.","html_title":"14 Ways to Become a Better Client","post_body":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n

You’ve made the decision to retain an agency instead of hiring a full-time employee.

\n

In many ways, this decision makes more financial sense. When retaining an agency, you don’t have to invest time or money in training a new hire. You also don’t have the additional taxes associated with full-time employees. Plus, you can select the agency that offers the variety of services you feel your business needs, as opposed to trying to find one employee who is skilled in all aspects of marketing.

\n

You may think vetting and hiring the right agency is the hard part. Once you have signed on the dotted line, you think it’s smooth sailing from here on out.

\n

And it can be, if you are committed to doing your part as a cooperative client.

\n

About Agency-Client Relationships

\n

These days, strong agency-client relationships last only about 3 years, about 60% shorter than business relationships in the mid-1980s, according to The Bedford Group. And some are even shorter than that!

\n

What accounts for this shorter lifespan?

\n

For one, attention spans are much shorter in our instant-gratification society. Patience runs thin; business executives don’t want to wait for 90-240 days for SEO tactics to start yielding positive results. When immediate results don’t materialize, it can be easy to blame the agency, and want to restart the search for a replacement agency.

\n

Secondly, the variety of specialization in agencies can lead to fragmentation. As a business, you may have a digital marketing agency, a web development agency, a paid-search agency, and a PR agency on retainer at the same time. While this may allow you to hire specially-trained experts in each area, it may also cause overlap, confusion, and an ultimate breakdown in communication between client and agency, which can make everyone’s jobs more difficult.

\n

Thirdly, high turnover rates amongst C-suite executives can cause confusion as well. Today’s average CMO stays for only 22 months before moving on to a new role. When new leadership comes into position, that person not only brings new ideas to the position, but likely also brings new agency relationships, causing even more turnover.

\n

As the client, your dollars are valuable, so you want to break this rut and make sure that your marketing agency relationship can withstand short attention spans and unrealistic expectations.
So how can you do that?

\n

Lessons in Agency-Client Relationships

\n

Over the past 4 years, we’ve been fortunate to build valuable, long-lasting relationships with our clients. But, like most agencies, we have also suffered from client churn and experienced negative interactions with clients. Not surprisingly, these negative relationships did not last very long.

\n

Instead of focusing on the negative, we’ve learned from these experiences and used them to set more clear expectations and parameters when onboarding new clients.

\n

So, we have compiled these experiences to share with other businesses looking to get started with a marketing agency.

\n

These 14 tips will help you become a better client, which will ultimately lead to a stronger, more valuable or more effortless relationship with your marketing agency.

\n

14 Ways to Be a Better Client

\n
    \n
  1. Set realistic expectations for projects, deadlines and results. As your agency, we want you to be happy with the work we are producing. But, if your expectations are wildly out of range, it may be more difficult for us to produce quality work under strict guidelines or tight deadlines. Just as we promise to be realistic in our timelines and goals, you should be realistic in your expectations of the results of our work. Being on the same page will help us to be more successful.
  2. \n
  3. Reply to emails and phone calls promptly. Often, we are waiting on your answer to the question posed in an email, text message or phone call before we can move forward on a project. Extend us the courtesy of a prompt reply so that we can keep the workflow moving.
  4. \n
  5. When asked for feedback or approval, give it. Over time, we will learn what you like, and what you don’t like, about the imagery we use, the wording we choose and the work we produce. But we can only learn if you tell us. Likewise, we may need you to report back on the success of a campaign from your end. How many times did the phone ring? How many coupons were redeemed? What were the sales totals last month? We can’t accurately judge our success unless you help us close the loop on our campaigns.
  6. \n
  7. But remember to give feedback in a timely manner. Receiving your feedback promptly helps us stay on deadline and deliver to you according to the expectations and goals we have set.
  8. \n
  9. You play a role in our deadlines. We build our project calendars out weeks in advance, and these calendars are dependent upon receiving information, assets, feedback or approval from you. When you adhere to the deadlines we’ve requested, you help us meet our deadlines as well, which allows us to launch your campaign on time.
  10. \n
  11. Remember that this is a partnership. This relationship is a two-way street. We can’t guess your thoughts or feedback, so it’s important to meet regularly to evaluate our relationship to keep both sides of our partnership happy.
  12. \n
  13. Treat us well, please! Yes, you are paying us to do your work. But, ultimately we are working with you, not for you. We want you to be successful too! So, don’t forget to show us the same respect and courtesy you would if we were in your office every day.
  14. \n
  15. Establish primary channels of communication. Nothing is more frustrating than waiting on someone to reply, only to find out that the right person never got the message. From the beginning of the relationship, establish primary points of contact. Then maintain those communication channels! If there are multiple points of contact, be clear about who is responsible for what types of questions and answers, who all should be cc’d on emails, and who should be communicated with first.
  16. \n
  17. If you have more than one agency on retainer, help us work together. Let us know which agency is responsible for what and how we can best work with your other business partners. Because we all have the same goal--to help you succeed!
  18. \n
  19. Outline an approval process. Do you need to read every email, blog post and social post before it goes live? How many people internally have to sign off on a campaign before we can launch. Outline this for us at the beginning so that we can build approval times into our project timeline.
  20. \n
  21. When is an emergency truly an emergency? Please don’t send an email or text asking us to call you because it’s an emergency if there isn’t an actual emergency. Is your website down? Emergency. Did you find a small typo in an email that already when out? Upsetting, but probably not an emergency.
  22. \n
  23. Be specific in what you need from us. If you do need us to return your call or email promptly due to an urgent request, let us know the details of your request in your message. “Please call me, it’s urgent” is not descriptive enough. “Please call me as soon as you can, our landing page is showing a 404 error” is. Giving us the information we need to assist you on the front end will help us in prioritizing our reply and action.
  24. \n
  25. Remember that you aren’t our only client. You have more than one client, so you understand that you can’t give equal attention to every client, every day. (Until we develop super-human capabilities, that’s just the way it is!) To balance, we prioritize each client’s work and dedicate time and resources to working on your account. That also means we dedicate time and resources to working on other clients’ accounts. So please be respectful of our time and our other clients’ priorities. You would be upset if we were constantly by another client during your project, so please respect the time we give to other clients.
  26. \n
  27. We are a business and we have to retain profit margins, too. Don’t forget that we are also a business, and we have to maintain profit integrity. It is our goal to provide the best work we can while maintaining profitability on your account. So, if you request a large project or additional projects outside our original scope of work, be prepared to pay an additional project fee or put another project on hold for this one.
  28. \n
\nThe biggest key to success in any relationship--personal or professional--is communication. The more we communicate about your goals, timelines, projects, and needs, the better our relationship will be.","blog_post_schedule_task_uid":null,"author_email":"taylor@inboundmarketingagents.com","blog_publish_to_social_media_task":"DONE","featured_image_alt_text":"bigstock-Business-People-Meeting-Confer-132402962.jpg","rss_body":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n

You’ve made the decision to retain an agency instead of hiring a full-time employee.

\n

In many ways, this decision makes more financial sense. When retaining an agency, you don’t have to invest time or money in training a new hire. You also don’t have the additional taxes associated with full-time employees. Plus, you can select the agency that offers the variety of services you feel your business needs, as opposed to trying to find one employee who is skilled in all aspects of marketing.

\n

You may think vetting and hiring the right agency is the hard part. Once you have signed on the dotted line, you think it’s smooth sailing from here on out.

\n

And it can be, if you are committed to doing your part as a cooperative client.

\n

About Agency-Client Relationships

\n

These days, strong agency-client relationships last only about 3 years, about 60% shorter than business relationships in the mid-1980s, according to The Bedford Group. And some are even shorter than that!

\n

What accounts for this shorter lifespan?

\n

For one, attention spans are much shorter in our instant-gratification society. Patience runs thin; business executives don’t want to wait for 90-240 days for SEO tactics to start yielding positive results. When immediate results don’t materialize, it can be easy to blame the agency, and want to restart the search for a replacement agency.

\n

Secondly, the variety of specialization in agencies can lead to fragmentation. As a business, you may have a digital marketing agency, a web development agency, a paid-search agency, and a PR agency on retainer at the same time. While this may allow you to hire specially-trained experts in each area, it may also cause overlap, confusion, and an ultimate breakdown in communication between client and agency, which can make everyone’s jobs more difficult.

\n

Thirdly, high turnover rates amongst C-suite executives can cause confusion as well. Today’s average CMO stays for only 22 months before moving on to a new role. When new leadership comes into position, that person not only brings new ideas to the position, but likely also brings new agency relationships, causing even more turnover.

\n

As the client, your dollars are valuable, so you want to break this rut and make sure that your marketing agency relationship can withstand short attention spans and unrealistic expectations.
So how can you do that?

\n

Lessons in Agency-Client Relationships

\n

Over the past 4 years, we’ve been fortunate to build valuable, long-lasting relationships with our clients. But, like most agencies, we have also suffered from client churn and experienced negative interactions with clients. Not surprisingly, these negative relationships did not last very long.

\n

Instead of focusing on the negative, we’ve learned from these experiences and used them to set more clear expectations and parameters when onboarding new clients.

\n

So, we have compiled these experiences to share with other businesses looking to get started with a marketing agency.

\n

These 14 tips will help you become a better client, which will ultimately lead to a stronger, more valuable or more effortless relationship with your marketing agency.

\n

14 Ways to Be a Better Client

\n
    \n
  1. Set realistic expectations for projects, deadlines and results. As your agency, we want you to be happy with the work we are producing. But, if your expectations are wildly out of range, it may be more difficult for us to produce quality work under strict guidelines or tight deadlines. Just as we promise to be realistic in our timelines and goals, you should be realistic in your expectations of the results of our work. Being on the same page will help us to be more successful.
  2. \n
  3. Reply to emails and phone calls promptly. Often, we are waiting on your answer to the question posed in an email, text message or phone call before we can move forward on a project. Extend us the courtesy of a prompt reply so that we can keep the workflow moving.
  4. \n
  5. When asked for feedback or approval, give it. Over time, we will learn what you like, and what you don’t like, about the imagery we use, the wording we choose and the work we produce. But we can only learn if you tell us. Likewise, we may need you to report back on the success of a campaign from your end. How many times did the phone ring? How many coupons were redeemed? What were the sales totals last month? We can’t accurately judge our success unless you help us close the loop on our campaigns.
  6. \n
  7. But remember to give feedback in a timely manner. Receiving your feedback promptly helps us stay on deadline and deliver to you according to the expectations and goals we have set.
  8. \n
  9. You play a role in our deadlines. We build our project calendars out weeks in advance, and these calendars are dependent upon receiving information, assets, feedback or approval from you. When you adhere to the deadlines we’ve requested, you help us meet our deadlines as well, which allows us to launch your campaign on time.
  10. \n
  11. Remember that this is a partnership. This relationship is a two-way street. We can’t guess your thoughts or feedback, so it’s important to meet regularly to evaluate our relationship to keep both sides of our partnership happy.
  12. \n
  13. Treat us well, please! Yes, you are paying us to do your work. But, ultimately we are working with you, not for you. We want you to be successful too! So, don’t forget to show us the same respect and courtesy you would if we were in your office every day.
  14. \n
  15. Establish primary channels of communication. Nothing is more frustrating than waiting on someone to reply, only to find out that the right person never got the message. From the beginning of the relationship, establish primary points of contact. Then maintain those communication channels! If there are multiple points of contact, be clear about who is responsible for what types of questions and answers, who all should be cc’d on emails, and who should be communicated with first.
  16. \n
  17. If you have more than one agency on retainer, help us work together. Let us know which agency is responsible for what and how we can best work with your other business partners. Because we all have the same goal--to help you succeed!
  18. \n
  19. Outline an approval process. Do you need to read every email, blog post and social post before it goes live? How many people internally have to sign off on a campaign before we can launch. Outline this for us at the beginning so that we can build approval times into our project timeline.
  20. \n
  21. When is an emergency truly an emergency? Please don’t send an email or text asking us to call you because it’s an emergency if there isn’t an actual emergency. Is your website down? Emergency. Did you find a small typo in an email that already when out? Upsetting, but probably not an emergency.
  22. \n
  23. Be specific in what you need from us. If you do need us to return your call or email promptly due to an urgent request, let us know the details of your request in your message. “Please call me, it’s urgent” is not descriptive enough. “Please call me as soon as you can, our landing page is showing a 404 error” is. Giving us the information we need to assist you on the front end will help us in prioritizing our reply and action.
  24. \n
  25. Remember that you aren’t our only client. You have more than one client, so you understand that you can’t give equal attention to every client, every day. (Until we develop super-human capabilities, that’s just the way it is!) To balance, we prioritize each client’s work and dedicate time and resources to working on your account. That also means we dedicate time and resources to working on other clients’ accounts. So please be respectful of our time and our other clients’ priorities. You would be upset if we were constantly by another client during your project, so please respect the time we give to other clients.
  26. \n
  27. We are a business and we have to retain profit margins, too. Don’t forget that we are also a business, and we have to maintain profit integrity. It is our goal to provide the best work we can while maintaining profitability on your account. So, if you request a large project or additional projects outside our original scope of work, be prepared to pay an additional project fee or put another project on hold for this one.
  28. \n
\nThe biggest key to success in any relationship--personal or professional--is communication. The more we communicate about your goals, timelines, projects, and needs, the better our relationship will be.","placement_guids":[],"css":{},"campaign_utm":null},"meta_description":"These tips will help you become a better client, which will ultimately lead to a stronger, more valuable or more effortless relationship with your marketing agency.","name":"14 Ways to Become a Better Client","page_redirected":false,"page_title":"14 Ways to Become a Better Client","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":[],"portal_id":160334,"post_body":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n

You’ve made the decision to retain an agency instead of hiring a full-time employee.

\n

In many ways, this decision makes more financial sense. When retaining an agency, you don’t have to invest time or money in training a new hire. You also don’t have the additional taxes associated with full-time employees. Plus, you can select the agency that offers the variety of services you feel your business needs, as opposed to trying to find one employee who is skilled in all aspects of marketing.

\n

You may think vetting and hiring the right agency is the hard part. Once you have signed on the dotted line, you think it’s smooth sailing from here on out.

\n

And it can be, if you are committed to doing your part as a cooperative client.

\n

About Agency-Client Relationships

\n

These days, strong agency-client relationships last only about 3 years, about 60% shorter than business relationships in the mid-1980s, according to The Bedford Group. And some are even shorter than that!

\n

What accounts for this shorter lifespan?

\n

For one, attention spans are much shorter in our instant-gratification society. Patience runs thin; business executives don’t want to wait for 90-240 days for SEO tactics to start yielding positive results. When immediate results don’t materialize, it can be easy to blame the agency, and want to restart the search for a replacement agency.

\n

Secondly, the variety of specialization in agencies can lead to fragmentation. As a business, you may have a digital marketing agency, a web development agency, a paid-search agency, and a PR agency on retainer at the same time. While this may allow you to hire specially-trained experts in each area, it may also cause overlap, confusion, and an ultimate breakdown in communication between client and agency, which can make everyone’s jobs more difficult.

\n

Thirdly, high turnover rates amongst C-suite executives can cause confusion as well. Today’s average CMO stays for only 22 months before moving on to a new role. When new leadership comes into position, that person not only brings new ideas to the position, but likely also brings new agency relationships, causing even more turnover.

\n

As the client, your dollars are valuable, so you want to break this rut and make sure that your marketing agency relationship can withstand short attention spans and unrealistic expectations.
So how can you do that?

\n

Lessons in Agency-Client Relationships

\n

Over the past 4 years, we’ve been fortunate to build valuable, long-lasting relationships with our clients. But, like most agencies, we have also suffered from client churn and experienced negative interactions with clients. Not surprisingly, these negative relationships did not last very long.

\n

Instead of focusing on the negative, we’ve learned from these experiences and used them to set more clear expectations and parameters when onboarding new clients.

\n

So, we have compiled these experiences to share with other businesses looking to get started with a marketing agency.

\n

These 14 tips will help you become a better client, which will ultimately lead to a stronger, more valuable or more effortless relationship with your marketing agency.

\n

14 Ways to Be a Better Client

\n
    \n
  1. Set realistic expectations for projects, deadlines and results. As your agency, we want you to be happy with the work we are producing. But, if your expectations are wildly out of range, it may be more difficult for us to produce quality work under strict guidelines or tight deadlines. Just as we promise to be realistic in our timelines and goals, you should be realistic in your expectations of the results of our work. Being on the same page will help us to be more successful.
  2. \n
  3. Reply to emails and phone calls promptly. Often, we are waiting on your answer to the question posed in an email, text message or phone call before we can move forward on a project. Extend us the courtesy of a prompt reply so that we can keep the workflow moving.
  4. \n
  5. When asked for feedback or approval, give it. Over time, we will learn what you like, and what you don’t like, about the imagery we use, the wording we choose and the work we produce. But we can only learn if you tell us. Likewise, we may need you to report back on the success of a campaign from your end. How many times did the phone ring? How many coupons were redeemed? What were the sales totals last month? We can’t accurately judge our success unless you help us close the loop on our campaigns.
  6. \n
  7. But remember to give feedback in a timely manner. Receiving your feedback promptly helps us stay on deadline and deliver to you according to the expectations and goals we have set.
  8. \n
  9. You play a role in our deadlines. We build our project calendars out weeks in advance, and these calendars are dependent upon receiving information, assets, feedback or approval from you. When you adhere to the deadlines we’ve requested, you help us meet our deadlines as well, which allows us to launch your campaign on time.
  10. \n
  11. Remember that this is a partnership. This relationship is a two-way street. We can’t guess your thoughts or feedback, so it’s important to meet regularly to evaluate our relationship to keep both sides of our partnership happy.
  12. \n
  13. Treat us well, please! Yes, you are paying us to do your work. But, ultimately we are working with you, not for you. We want you to be successful too! So, don’t forget to show us the same respect and courtesy you would if we were in your office every day.
  14. \n
  15. Establish primary channels of communication. Nothing is more frustrating than waiting on someone to reply, only to find out that the right person never got the message. From the beginning of the relationship, establish primary points of contact. Then maintain those communication channels! If there are multiple points of contact, be clear about who is responsible for what types of questions and answers, who all should be cc’d on emails, and who should be communicated with first.
  16. \n
  17. If you have more than one agency on retainer, help us work together. Let us know which agency is responsible for what and how we can best work with your other business partners. Because we all have the same goal--to help you succeed!
  18. \n
  19. Outline an approval process. Do you need to read every email, blog post and social post before it goes live? How many people internally have to sign off on a campaign before we can launch. Outline this for us at the beginning so that we can build approval times into our project timeline.
  20. \n
  21. When is an emergency truly an emergency? Please don’t send an email or text asking us to call you because it’s an emergency if there isn’t an actual emergency. Is your website down? Emergency. Did you find a small typo in an email that already when out? Upsetting, but probably not an emergency.
  22. \n
  23. Be specific in what you need from us. If you do need us to return your call or email promptly due to an urgent request, let us know the details of your request in your message. “Please call me, it’s urgent” is not descriptive enough. “Please call me as soon as you can, our landing page is showing a 404 error” is. Giving us the information we need to assist you on the front end will help us in prioritizing our reply and action.
  24. \n
  25. Remember that you aren’t our only client. You have more than one client, so you understand that you can’t give equal attention to every client, every day. (Until we develop super-human capabilities, that’s just the way it is!) To balance, we prioritize each client’s work and dedicate time and resources to working on your account. That also means we dedicate time and resources to working on other clients’ accounts. So please be respectful of our time and our other clients’ priorities. You would be upset if we were constantly by another client during your project, so please respect the time we give to other clients.
  26. \n
  27. We are a business and we have to retain profit margins, too. Don’t forget that we are also a business, and we have to maintain profit integrity. It is our goal to provide the best work we can while maintaining profitability on your account. So, if you request a large project or additional projects outside our original scope of work, be prepared to pay an additional project fee or put another project on hold for this one.
  28. \n
\nThe biggest key to success in any relationship--personal or professional--is communication. The more we communicate about your goals, timelines, projects, and needs, the better our relationship will be.","post_body_rss":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n

You’ve made the decision to retain an agency instead of hiring a full-time employee.

\n

In many ways, this decision makes more financial sense. When retaining an agency, you don’t have to invest time or money in training a new hire. You also don’t have the additional taxes associated with full-time employees. Plus, you can select the agency that offers the variety of services you feel your business needs, as opposed to trying to find one employee who is skilled in all aspects of marketing.

\n

You may think vetting and hiring the right agency is the hard part. Once you have signed on the dotted line, you think it’s smooth sailing from here on out.

\n

And it can be, if you are committed to doing your part as a cooperative client.

\n

About Agency-Client Relationships

\n

These days, strong agency-client relationships last only about 3 years, about 60% shorter than business relationships in the mid-1980s, according to The Bedford Group. And some are even shorter than that!

\n

What accounts for this shorter lifespan?

\n

For one, attention spans are much shorter in our instant-gratification society. Patience runs thin; business executives don’t want to wait for 90-240 days for SEO tactics to start yielding positive results. When immediate results don’t materialize, it can be easy to blame the agency, and want to restart the search for a replacement agency.

\n

Secondly, the variety of specialization in agencies can lead to fragmentation. As a business, you may have a digital marketing agency, a web development agency, a paid-search agency, and a PR agency on retainer at the same time. While this may allow you to hire specially-trained experts in each area, it may also cause overlap, confusion, and an ultimate breakdown in communication between client and agency, which can make everyone’s jobs more difficult.

\n

Thirdly, high turnover rates amongst C-suite executives can cause confusion as well. Today’s average CMO stays for only 22 months before moving on to a new role. When new leadership comes into position, that person not only brings new ideas to the position, but likely also brings new agency relationships, causing even more turnover.

\n

As the client, your dollars are valuable, so you want to break this rut and make sure that your marketing agency relationship can withstand short attention spans and unrealistic expectations.
So how can you do that?

\n

Lessons in Agency-Client Relationships

\n

Over the past 4 years, we’ve been fortunate to build valuable, long-lasting relationships with our clients. But, like most agencies, we have also suffered from client churn and experienced negative interactions with clients. Not surprisingly, these negative relationships did not last very long.

\n

Instead of focusing on the negative, we’ve learned from these experiences and used them to set more clear expectations and parameters when onboarding new clients.

\n

So, we have compiled these experiences to share with other businesses looking to get started with a marketing agency.

\n

These 14 tips will help you become a better client, which will ultimately lead to a stronger, more valuable or more effortless relationship with your marketing agency.

\n

14 Ways to Be a Better Client

\n
    \n
  1. Set realistic expectations for projects, deadlines and results. As your agency, we want you to be happy with the work we are producing. But, if your expectations are wildly out of range, it may be more difficult for us to produce quality work under strict guidelines or tight deadlines. Just as we promise to be realistic in our timelines and goals, you should be realistic in your expectations of the results of our work. Being on the same page will help us to be more successful.
  2. \n
  3. Reply to emails and phone calls promptly. Often, we are waiting on your answer to the question posed in an email, text message or phone call before we can move forward on a project. Extend us the courtesy of a prompt reply so that we can keep the workflow moving.
  4. \n
  5. When asked for feedback or approval, give it. Over time, we will learn what you like, and what you don’t like, about the imagery we use, the wording we choose and the work we produce. But we can only learn if you tell us. Likewise, we may need you to report back on the success of a campaign from your end. How many times did the phone ring? How many coupons were redeemed? What were the sales totals last month? We can’t accurately judge our success unless you help us close the loop on our campaigns.
  6. \n
  7. But remember to give feedback in a timely manner. Receiving your feedback promptly helps us stay on deadline and deliver to you according to the expectations and goals we have set.
  8. \n
  9. You play a role in our deadlines. We build our project calendars out weeks in advance, and these calendars are dependent upon receiving information, assets, feedback or approval from you. When you adhere to the deadlines we’ve requested, you help us meet our deadlines as well, which allows us to launch your campaign on time.
  10. \n
  11. Remember that this is a partnership. This relationship is a two-way street. We can’t guess your thoughts or feedback, so it’s important to meet regularly to evaluate our relationship to keep both sides of our partnership happy.
  12. \n
  13. Treat us well, please! Yes, you are paying us to do your work. But, ultimately we are working with you, not for you. We want you to be successful too! So, don’t forget to show us the same respect and courtesy you would if we were in your office every day.
  14. \n
  15. Establish primary channels of communication. Nothing is more frustrating than waiting on someone to reply, only to find out that the right person never got the message. From the beginning of the relationship, establish primary points of contact. Then maintain those communication channels! If there are multiple points of contact, be clear about who is responsible for what types of questions and answers, who all should be cc’d on emails, and who should be communicated with first.
  16. \n
  17. If you have more than one agency on retainer, help us work together. Let us know which agency is responsible for what and how we can best work with your other business partners. Because we all have the same goal--to help you succeed!
  18. \n
  19. Outline an approval process. Do you need to read every email, blog post and social post before it goes live? How many people internally have to sign off on a campaign before we can launch. Outline this for us at the beginning so that we can build approval times into our project timeline.
  20. \n
  21. When is an emergency truly an emergency? Please don’t send an email or text asking us to call you because it’s an emergency if there isn’t an actual emergency. Is your website down? Emergency. Did you find a small typo in an email that already when out? Upsetting, but probably not an emergency.
  22. \n
  23. Be specific in what you need from us. If you do need us to return your call or email promptly due to an urgent request, let us know the details of your request in your message. “Please call me, it’s urgent” is not descriptive enough. “Please call me as soon as you can, our landing page is showing a 404 error” is. Giving us the information we need to assist you on the front end will help us in prioritizing our reply and action.
  24. \n
  25. Remember that you aren’t our only client. You have more than one client, so you understand that you can’t give equal attention to every client, every day. (Until we develop super-human capabilities, that’s just the way it is!) To balance, we prioritize each client’s work and dedicate time and resources to working on your account. That also means we dedicate time and resources to working on other clients’ accounts. So please be respectful of our time and our other clients’ priorities. You would be upset if we were constantly by another client during your project, so please respect the time we give to other clients.
  26. \n
  27. We are a business and we have to retain profit margins, too. Don’t forget that we are also a business, and we have to maintain profit integrity. It is our goal to provide the best work we can while maintaining profitability on your account. So, if you request a large project or additional projects outside our original scope of work, be prepared to pay an additional project fee or put another project on hold for this one.
  28. \n
\nThe biggest key to success in any relationship--personal or professional--is communication. The more we communicate about your goals, timelines, projects, and needs, the better our relationship will be.","post_email_content":"\n \n \n

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n \n","post_email_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Business-People-Meeting-Confer-132402962.jpg","post_featured_image_if_enabled":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Business-People-Meeting-Confer-132402962.jpg","post_list_content":"\n \n \n

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n \n","post_list_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Business-People-Meeting-Confer-132402962.jpg","post_rss_content":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n

You’ve made the decision to retain an agency instead of hiring a full-time employee.

\n

In many ways, this decision makes more financial sense. When retaining an agency, you don’t have to invest time or money in training a new hire. You also don’t have the additional taxes associated with full-time employees. Plus, you can select the agency that offers the variety of services you feel your business needs, as opposed to trying to find one employee who is skilled in all aspects of marketing.

\n

You may think vetting and hiring the right agency is the hard part. Once you have signed on the dotted line, you think it’s smooth sailing from here on out.

\n

And it can be, if you are committed to doing your part as a cooperative client.

\n

About Agency-Client Relationships

\n

These days, strong agency-client relationships last only about 3 years, about 60% shorter than business relationships in the mid-1980s, according to The Bedford Group. And some are even shorter than that!

\n

What accounts for this shorter lifespan?

\n

For one, attention spans are much shorter in our instant-gratification society. Patience runs thin; business executives don’t want to wait for 90-240 days for SEO tactics to start yielding positive results. When immediate results don’t materialize, it can be easy to blame the agency, and want to restart the search for a replacement agency.

\n

Secondly, the variety of specialization in agencies can lead to fragmentation. As a business, you may have a digital marketing agency, a web development agency, a paid-search agency, and a PR agency on retainer at the same time. While this may allow you to hire specially-trained experts in each area, it may also cause overlap, confusion, and an ultimate breakdown in communication between client and agency, which can make everyone’s jobs more difficult.

\n

Thirdly, high turnover rates amongst C-suite executives can cause confusion as well. Today’s average CMO stays for only 22 months before moving on to a new role. When new leadership comes into position, that person not only brings new ideas to the position, but likely also brings new agency relationships, causing even more turnover.

\n

As the client, your dollars are valuable, so you want to break this rut and make sure that your marketing agency relationship can withstand short attention spans and unrealistic expectations.
So how can you do that?

\n

Lessons in Agency-Client Relationships

\n

Over the past 4 years, we’ve been fortunate to build valuable, long-lasting relationships with our clients. But, like most agencies, we have also suffered from client churn and experienced negative interactions with clients. Not surprisingly, these negative relationships did not last very long.

\n

Instead of focusing on the negative, we’ve learned from these experiences and used them to set more clear expectations and parameters when onboarding new clients.

\n

So, we have compiled these experiences to share with other businesses looking to get started with a marketing agency.

\n

These 14 tips will help you become a better client, which will ultimately lead to a stronger, more valuable or more effortless relationship with your marketing agency.

\n

14 Ways to Be a Better Client

\n
    \n
  1. Set realistic expectations for projects, deadlines and results. As your agency, we want you to be happy with the work we are producing. But, if your expectations are wildly out of range, it may be more difficult for us to produce quality work under strict guidelines or tight deadlines. Just as we promise to be realistic in our timelines and goals, you should be realistic in your expectations of the results of our work. Being on the same page will help us to be more successful.
  2. \n
  3. Reply to emails and phone calls promptly. Often, we are waiting on your answer to the question posed in an email, text message or phone call before we can move forward on a project. Extend us the courtesy of a prompt reply so that we can keep the workflow moving.
  4. \n
  5. When asked for feedback or approval, give it. Over time, we will learn what you like, and what you don’t like, about the imagery we use, the wording we choose and the work we produce. But we can only learn if you tell us. Likewise, we may need you to report back on the success of a campaign from your end. How many times did the phone ring? How many coupons were redeemed? What were the sales totals last month? We can’t accurately judge our success unless you help us close the loop on our campaigns.
  6. \n
  7. But remember to give feedback in a timely manner. Receiving your feedback promptly helps us stay on deadline and deliver to you according to the expectations and goals we have set.
  8. \n
  9. You play a role in our deadlines. We build our project calendars out weeks in advance, and these calendars are dependent upon receiving information, assets, feedback or approval from you. When you adhere to the deadlines we’ve requested, you help us meet our deadlines as well, which allows us to launch your campaign on time.
  10. \n
  11. Remember that this is a partnership. This relationship is a two-way street. We can’t guess your thoughts or feedback, so it’s important to meet regularly to evaluate our relationship to keep both sides of our partnership happy.
  12. \n
  13. Treat us well, please! Yes, you are paying us to do your work. But, ultimately we are working with you, not for you. We want you to be successful too! So, don’t forget to show us the same respect and courtesy you would if we were in your office every day.
  14. \n
  15. Establish primary channels of communication. Nothing is more frustrating than waiting on someone to reply, only to find out that the right person never got the message. From the beginning of the relationship, establish primary points of contact. Then maintain those communication channels! If there are multiple points of contact, be clear about who is responsible for what types of questions and answers, who all should be cc’d on emails, and who should be communicated with first.
  16. \n
  17. If you have more than one agency on retainer, help us work together. Let us know which agency is responsible for what and how we can best work with your other business partners. Because we all have the same goal--to help you succeed!
  18. \n
  19. Outline an approval process. Do you need to read every email, blog post and social post before it goes live? How many people internally have to sign off on a campaign before we can launch. Outline this for us at the beginning so that we can build approval times into our project timeline.
  20. \n
  21. When is an emergency truly an emergency? Please don’t send an email or text asking us to call you because it’s an emergency if there isn’t an actual emergency. Is your website down? Emergency. Did you find a small typo in an email that already when out? Upsetting, but probably not an emergency.
  22. \n
  23. Be specific in what you need from us. If you do need us to return your call or email promptly due to an urgent request, let us know the details of your request in your message. “Please call me, it’s urgent” is not descriptive enough. “Please call me as soon as you can, our landing page is showing a 404 error” is. Giving us the information we need to assist you on the front end will help us in prioritizing our reply and action.
  24. \n
  25. Remember that you aren’t our only client. You have more than one client, so you understand that you can’t give equal attention to every client, every day. (Until we develop super-human capabilities, that’s just the way it is!) To balance, we prioritize each client’s work and dedicate time and resources to working on your account. That also means we dedicate time and resources to working on other clients’ accounts. So please be respectful of our time and our other clients’ priorities. You would be upset if we were constantly by another client during your project, so please respect the time we give to other clients.
  26. \n
  27. We are a business and we have to retain profit margins, too. Don’t forget that we are also a business, and we have to maintain profit integrity. It is our goal to provide the best work we can while maintaining profitability on your account. So, if you request a large project or additional projects outside our original scope of work, be prepared to pay an additional project fee or put another project on hold for this one.
  28. \n
\nThe biggest key to success in any relationship--personal or professional--is communication. The more we communicate about your goals, timelines, projects, and needs, the better our relationship will be.","post_rss_summary_featured_image":"","post_summary":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n","post_summary_rss":"\n \n \n

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"jnTAVnrm","processing_status":"PUBLISHED","publish_date":1484598571000,"publish_date_local_time":1484598571000,"publish_date_localized":{"date":1484598571000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":true,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/14-ways-to-become-a-better-client","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n

You’ve made the decision to retain an agency instead of hiring a full-time employee.

\n

In many ways, this decision makes more financial sense. When retaining an agency, you don’t have to invest time or money in training a new hire. You also don’t have the additional taxes associated with full-time employees. Plus, you can select the agency that offers the variety of services you feel your business needs, as opposed to trying to find one employee who is skilled in all aspects of marketing.

\n

You may think vetting and hiring the right agency is the hard part. Once you have signed on the dotted line, you think it’s smooth sailing from here on out.

\n

And it can be, if you are committed to doing your part as a cooperative client.

\n

About Agency-Client Relationships

\n

These days, strong agency-client relationships last only about 3 years, about 60% shorter than business relationships in the mid-1980s, according to The Bedford Group. And some are even shorter than that!

\n

What accounts for this shorter lifespan?

\n

For one, attention spans are much shorter in our instant-gratification society. Patience runs thin; business executives don’t want to wait for 90-240 days for SEO tactics to start yielding positive results. When immediate results don’t materialize, it can be easy to blame the agency, and want to restart the search for a replacement agency.

\n

Secondly, the variety of specialization in agencies can lead to fragmentation. As a business, you may have a digital marketing agency, a web development agency, a paid-search agency, and a PR agency on retainer at the same time. While this may allow you to hire specially-trained experts in each area, it may also cause overlap, confusion, and an ultimate breakdown in communication between client and agency, which can make everyone’s jobs more difficult.

\n

Thirdly, high turnover rates amongst C-suite executives can cause confusion as well. Today’s average CMO stays for only 22 months before moving on to a new role. When new leadership comes into position, that person not only brings new ideas to the position, but likely also brings new agency relationships, causing even more turnover.

\n

As the client, your dollars are valuable, so you want to break this rut and make sure that your marketing agency relationship can withstand short attention spans and unrealistic expectations.
So how can you do that?

\n

Lessons in Agency-Client Relationships

\n

Over the past 4 years, we’ve been fortunate to build valuable, long-lasting relationships with our clients. But, like most agencies, we have also suffered from client churn and experienced negative interactions with clients. Not surprisingly, these negative relationships did not last very long.

\n

Instead of focusing on the negative, we’ve learned from these experiences and used them to set more clear expectations and parameters when onboarding new clients.

\n

So, we have compiled these experiences to share with other businesses looking to get started with a marketing agency.

\n

These 14 tips will help you become a better client, which will ultimately lead to a stronger, more valuable or more effortless relationship with your marketing agency.

\n

14 Ways to Be a Better Client

\n
    \n
  1. Set realistic expectations for projects, deadlines and results. As your agency, we want you to be happy with the work we are producing. But, if your expectations are wildly out of range, it may be more difficult for us to produce quality work under strict guidelines or tight deadlines. Just as we promise to be realistic in our timelines and goals, you should be realistic in your expectations of the results of our work. Being on the same page will help us to be more successful.
  2. \n
  3. Reply to emails and phone calls promptly. Often, we are waiting on your answer to the question posed in an email, text message or phone call before we can move forward on a project. Extend us the courtesy of a prompt reply so that we can keep the workflow moving.
  4. \n
  5. When asked for feedback or approval, give it. Over time, we will learn what you like, and what you don’t like, about the imagery we use, the wording we choose and the work we produce. But we can only learn if you tell us. Likewise, we may need you to report back on the success of a campaign from your end. How many times did the phone ring? How many coupons were redeemed? What were the sales totals last month? We can’t accurately judge our success unless you help us close the loop on our campaigns.
  6. \n
  7. But remember to give feedback in a timely manner. Receiving your feedback promptly helps us stay on deadline and deliver to you according to the expectations and goals we have set.
  8. \n
  9. You play a role in our deadlines. We build our project calendars out weeks in advance, and these calendars are dependent upon receiving information, assets, feedback or approval from you. When you adhere to the deadlines we’ve requested, you help us meet our deadlines as well, which allows us to launch your campaign on time.
  10. \n
  11. Remember that this is a partnership. This relationship is a two-way street. We can’t guess your thoughts or feedback, so it’s important to meet regularly to evaluate our relationship to keep both sides of our partnership happy.
  12. \n
  13. Treat us well, please! Yes, you are paying us to do your work. But, ultimately we are working with you, not for you. We want you to be successful too! So, don’t forget to show us the same respect and courtesy you would if we were in your office every day.
  14. \n
  15. Establish primary channels of communication. Nothing is more frustrating than waiting on someone to reply, only to find out that the right person never got the message. From the beginning of the relationship, establish primary points of contact. Then maintain those communication channels! If there are multiple points of contact, be clear about who is responsible for what types of questions and answers, who all should be cc’d on emails, and who should be communicated with first.
  16. \n
  17. If you have more than one agency on retainer, help us work together. Let us know which agency is responsible for what and how we can best work with your other business partners. Because we all have the same goal--to help you succeed!
  18. \n
  19. Outline an approval process. Do you need to read every email, blog post and social post before it goes live? How many people internally have to sign off on a campaign before we can launch. Outline this for us at the beginning so that we can build approval times into our project timeline.
  20. \n
  21. When is an emergency truly an emergency? Please don’t send an email or text asking us to call you because it’s an emergency if there isn’t an actual emergency. Is your website down? Emergency. Did you find a small typo in an email that already when out? Upsetting, but probably not an emergency.
  22. \n
  23. Be specific in what you need from us. If you do need us to return your call or email promptly due to an urgent request, let us know the details of your request in your message. “Please call me, it’s urgent” is not descriptive enough. “Please call me as soon as you can, our landing page is showing a 404 error” is. Giving us the information we need to assist you on the front end will help us in prioritizing our reply and action.
  24. \n
  25. Remember that you aren’t our only client. You have more than one client, so you understand that you can’t give equal attention to every client, every day. (Until we develop super-human capabilities, that’s just the way it is!) To balance, we prioritize each client’s work and dedicate time and resources to working on your account. That also means we dedicate time and resources to working on other clients’ accounts. So please be respectful of our time and our other clients’ priorities. You would be upset if we were constantly by another client during your project, so please respect the time we give to other clients.
  26. \n
  27. We are a business and we have to retain profit margins, too. Don’t forget that we are also a business, and we have to maintain profit integrity. It is our goal to provide the best work we can while maintaining profitability on your account. So, if you request a large project or additional projects outside our original scope of work, be prepared to pay an additional project fee or put another project on hold for this one.
  28. \n
\nThe biggest key to success in any relationship--personal or professional--is communication. The more we communicate about your goals, timelines, projects, and needs, the better our relationship will be.","rss_summary":"

Hiring a new agency this year? Follow these tips for a smoother relationship.

\n

Your business is ready to step up its marketing efforts. You are looking for a reliable, intelligent professionals who truly understand your business needs and have access to the latest marketing tools (and the know-how to make the most of them) to execute strategies on your behalf to grow your business.

\n","rss_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Business-People-Meeting-Confer-132402962.jpg","slug":"inbound-marketing-agents-blog/14-ways-to-become-a-better-client","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"14 Ways to Become a Better Client","topic_ids":[3614576747],"topic_list":[],"topic_names":[],"topics":[3614576747],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1484599497207,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/14-ways-to-become-a-better-client","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/how-to-get-more-online-reviews-handle-the-bad-ones","allowed_slug_conflict":false,"analytics_page_id":"4704764938","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"taylor@inboundmarketingagents.com","author_at":1485458454404,"author_email":"taylor@inboundmarketingagents.com","author_name":"Taylor Eben","author_user_id":3302629,"author_username":"taylor@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1473454055435,"deleted_at":0,"display_name":"Taylor Eben","email":"taylor@inboundmarketingagents.com","facebook":"","full_name":"Taylor Eben","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/79023d87063587d83ecd3cd0ad1939b4","has_social_profiles":false,"id":4401584108,"linkedin":"","portal_id":160334,"slug":"taylor-eben","twitter":"","twitter_username":"","updated":1473454062682,"user_id":3302629,"username":"taylor@inboundmarketingagents.com","website":""},"blog_author_id":4401584108,"blog_post_author":{"avatar":"","bio":"","created":1473454055435,"deleted_at":0,"display_name":"Taylor Eben","email":"taylor@inboundmarketingagents.com","facebook":"","full_name":"Taylor Eben","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/79023d87063587d83ecd3cd0ad1939b4","has_social_profiles":false,"id":4401584108,"linkedin":"","portal_id":160334,"slug":"taylor-eben","twitter":"","twitter_username":"","updated":1473454062682,"user_id":3302629,"username":"taylor@inboundmarketingagents.com","website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1484063152000,"created_time":1484063152000,"css":{},"css_text":"","ctas":{},"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Online-Reviews-Evaluation-Insp-121141301.jpg","featured_image_alt_text":"bigstock-Online-Reviews-Evaluation-Insp-121141301.jpg","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1484067581000,"has_user_changes":true,"html_title":"How to Get More Online Reviews & Handle the Bad Ones","id":4704764938,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"How to Get More Online Reviews & Handle the Bad Ones","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"has_user_changes":true,"author_username":"taylor@inboundmarketingagents.com","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"topic_ids":[],"last_edit_update_id":null,"author_user_id":3302629,"css_text":"","rss_summary":"

Your business has a lot to gain... and a lot to lose.

\n","last_edit_session_id":null,"keywords":[],"campaign_name":null,"featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Online-Reviews-Evaluation-Insp-121141301.jpg","post_summary":"

Your business has a lot to gain... and a lot to lose.

\n","meta_description":"Online reviews - good and bad - affect your business, but they aren’t out of your control. Keep reading to learn how to get more online reviews for your business.","html_title":"How to Get More Online Reviews & Handle the Bad Ones","post_body":"

Your business has a lot to gain... and a lot to lose.

\n\n

Whether you like it or not, online reviews - the good and the bad - affect your business. According to one Zendesk study, the majority of consumers who have read online reviews say the information impacted their buying decisions for better... and for worse. Zendesk found this to be the case for positive reviews (90%) and negative reviews (86%).

\n

Additionally, the more positive reviews a business has, the higher the SEO ranking. For local searches, in particular, reviews can influence up to 10% of the ranking. There’s also a striking correlation between positive online reviews and sales. According to WebRepublic, products with positive reviews sold 200% more than products with no ratings.

\n

Since it’s positive reviews you’re going after, you need to focus your attention on one thing: delivering an outstanding customer experience. A satisfied customer is not only likely to use your product or service again, but they’re also likely to tell other people about their positive experience.

\n

It might feel overwhelming, but online reviews aren’t out of your control. With a little savvy, you can easily generate more reviews for your business.

\n

Establish a Presence

\n

The first step to getting customers to review your business is ensuring that there are places where your business can be reviewed. Consider third-party review sites Yelp, TripAdvisor and Foursquare. Your business certainly doesn’t need to be on all three, but their popularity among consumers makes them great places to start. On a site like Yelp, claiming or adding your business is of particular importance because it allows your business to show up in search results.

\n

Verify your business on Google, too. In addition to being able to review your business, customers will also be able to access accurate information about your business, including your address, phone number, address and website. After you’re verified, you can edit your business information, say if you’re making changes to a holiday schedule or opening a new location.

\n

\"IMA

\n

Once you’ve got your accounts set up, keep the links handy so you can share them with customers when you ask for reviews.

\n

If You Want a Review, Just Ask

\n

Getting a review is often as easy as asking. But don’t ask your customers for “good” or “positive” reviews. Instead, ask for honest reviews. Anything else suggests that you might be trying to tell your customer what to write, whether their sentiments are real or not.

\n

GrooveHQ has a great example that you can tweak to suit your brand’s personality and the nature of the review:

\n

\"GrooveHQReviewEmailTemplate-325793-edited.png\"

\n

It’s authentic and to the point. Notice how it asks for an honest review as opposed to a positive review.

\n

You can still get positive reviews by asking for honest reviews. You just have to ask the right customers, i.e. those who are getting the most value out of your product or service. Repeat customers, those who have referred others to your business and those who engage with your brand on social media are three great types of people to go after.

\n

Automation All the Way

\n

Think about the last time you purchased something on Amazon. A few days after your package arrived, you probably got an email from the vendor, Amazon or both asking for a review. Treat your customers the same way.

\n

Set up an email automation series asking your customers for an honest review after they receive an invoice, product, service, etc. You’ll want your email to hit your customer’s inbox when the value you’ve delivered is at the forefront of their mind, making it that much easier for them to recount their experience.

\n

If you have to send a customer an invoice, why not ask them for some honest feedback while you’re thanking them for their business? Include a link that goes straight to your business page on Yelp, Facebook, Google, etc.

\n

The easier it is for people to review your business, the more likely you are to get reviews.

\n

Don’t Offer Incentives

\n

So you’ve established your business on Yelp/TripAdvisor/Foursquare/etc. You’ve asked people to review your business. But there’s a chance most of your customers won’t write a review. You might feel tempted to offer an incentive for reviews. Don’t.

\n

For lack of a better term, it’s kind of shady. Especially if you’re incentivizing for reviews on a third-party site. Sites like Yelp have hard and fast rules about how businesses can ask for reviews, and if they find out that you’ve been incentivizing reviews, you could end up losing all of the organic reviews you’ve collected over time. You could even get fined for it.

\n

Of course, there are loopholes, like offering a discount in exchange for a review in which the customer must disclose that they received a discount in exchange for writing the review. Still, it’s a rather gray area... and one that you might want to stay away from entirely.

\n

Respond to Any and All Reviews

\n

Any review - good or bad - is worth responding to. A simple “thank you” or Like or retweet may not seem like a big deal, but it makes customers feel valued. If a customer’s words are especially glowing, ask for their permission to share the review throughout your website and social channels.

\n

As for bad reviews: They happen. And, frankly, you should expect them. But they aren’t the kiss of death. So, what’s the best course of action to take?

\n\n\n\n\n

Reviews - positive or negative - are a direct reflection of customer experience. If you place as much emphasis on that experience as you should, you’re already on the right track. Verifying your business on Google or Yelp won't deliver results overnight. It takes time to collect reviews, but once you start reeling them in, you'll be able to use them to your advantage by providing social proof to prospective customers and vastly improving your customer experience.

","publish_immediately":true,"author_email":"taylor@inboundmarketingagents.com","blog_publish_to_social_media_task":"DONE","featured_image_alt_text":"bigstock-Online-Reviews-Evaluation-Insp-121141301.jpg","rss_body":"

Your business has a lot to gain... and a lot to lose.

\n\n

Whether you like it or not, online reviews - the good and the bad - affect your business. According to one Zendesk study, the majority of consumers who have read online reviews say the information impacted their buying decisions for better... and for worse. Zendesk found this to be the case for positive reviews (90%) and negative reviews (86%).

\n

Additionally, the more positive reviews a business has, the higher the SEO ranking. For local searches, in particular, reviews can influence up to 10% of the ranking. There’s also a striking correlation between positive online reviews and sales. According to WebRepublic, products with positive reviews sold 200% more than products with no ratings.

\n

Since it’s positive reviews you’re going after, you need to focus your attention on one thing: delivering an outstanding customer experience. A satisfied customer is not only likely to use your product or service again, but they’re also likely to tell other people about their positive experience.

\n

It might feel overwhelming, but online reviews aren’t out of your control. With a little savvy, you can easily generate more reviews for your business.

\n

Establish a Presence

\n

The first step to getting customers to review your business is ensuring that there are places where your business can be reviewed. Consider third-party review sites Yelp, TripAdvisor and Foursquare. Your business certainly doesn’t need to be on all three, but their popularity among consumers makes them great places to start. On a site like Yelp, claiming or adding your business is of particular importance because it allows your business to show up in search results.

\n

Verify your business on Google, too. In addition to being able to review your business, customers will also be able to access accurate information about your business, including your address, phone number, address and website. After you’re verified, you can edit your business information, say if you’re making changes to a holiday schedule or opening a new location.

\n

\"IMA

\n

Once you’ve got your accounts set up, keep the links handy so you can share them with customers when you ask for reviews.

\n

If You Want a Review, Just Ask

\n

Getting a review is often as easy as asking. But don’t ask your customers for “good” or “positive” reviews. Instead, ask for honest reviews. Anything else suggests that you might be trying to tell your customer what to write, whether their sentiments are real or not.

\n

GrooveHQ has a great example that you can tweak to suit your brand’s personality and the nature of the review:

\n

\"GrooveHQReviewEmailTemplate-325793-edited.png\"

\n

It’s authentic and to the point. Notice how it asks for an honest review as opposed to a positive review.

\n

You can still get positive reviews by asking for honest reviews. You just have to ask the right customers, i.e. those who are getting the most value out of your product or service. Repeat customers, those who have referred others to your business and those who engage with your brand on social media are three great types of people to go after.

\n

Automation All the Way

\n

Think about the last time you purchased something on Amazon. A few days after your package arrived, you probably got an email from the vendor, Amazon or both asking for a review. Treat your customers the same way.

\n

Set up an email automation series asking your customers for an honest review after they receive an invoice, product, service, etc. You’ll want your email to hit your customer’s inbox when the value you’ve delivered is at the forefront of their mind, making it that much easier for them to recount their experience.

\n

If you have to send a customer an invoice, why not ask them for some honest feedback while you’re thanking them for their business? Include a link that goes straight to your business page on Yelp, Facebook, Google, etc.

\n

The easier it is for people to review your business, the more likely you are to get reviews.

\n

Don’t Offer Incentives

\n

So you’ve established your business on Yelp/TripAdvisor/Foursquare/etc. You’ve asked people to review your business. But there’s a chance most of your customers won’t write a review. You might feel tempted to offer an incentive for reviews. Don’t.

\n

For lack of a better term, it’s kind of shady. Especially if you’re incentivizing for reviews on a third-party site. Sites like Yelp have hard and fast rules about how businesses can ask for reviews, and if they find out that you’ve been incentivizing reviews, you could end up losing all of the organic reviews you’ve collected over time. You could even get fined for it.

\n

Of course, there are loopholes, like offering a discount in exchange for a review in which the customer must disclose that they received a discount in exchange for writing the review. Still, it’s a rather gray area... and one that you might want to stay away from entirely.

\n

Respond to Any and All Reviews

\n

Any review - good or bad - is worth responding to. A simple “thank you” or Like or retweet may not seem like a big deal, but it makes customers feel valued. If a customer’s words are especially glowing, ask for their permission to share the review throughout your website and social channels.

\n

As for bad reviews: They happen. And, frankly, you should expect them. But they aren’t the kiss of death. So, what’s the best course of action to take?

\n\n\n\n\n

Reviews - positive or negative - are a direct reflection of customer experience. If you place as much emphasis on that experience as you should, you’re already on the right track. Verifying your business on Google or Yelp won't deliver results overnight. It takes time to collect reviews, but once you start reeling them in, you'll be able to use them to your advantage by providing social proof to prospective customers and vastly improving your customer experience.

","placement_guids":[],"css":{},"campaign_utm":null,"blog_post_schedule_task_uid":null},"meta_description":"Online reviews - good and bad - affect your business, but they aren’t out of your control. Keep reading to learn how to get more online reviews for your business.","name":"How to Get More Online Reviews & Handle the Bad Ones","page_redirected":false,"page_title":"How to Get More Online Reviews & Handle the Bad Ones","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":[],"portal_id":160334,"post_body":"

Your business has a lot to gain... and a lot to lose.

\n\n

Whether you like it or not, online reviews - the good and the bad - affect your business. According to one Zendesk study, the majority of consumers who have read online reviews say the information impacted their buying decisions for better... and for worse. Zendesk found this to be the case for positive reviews (90%) and negative reviews (86%).

\n

Additionally, the more positive reviews a business has, the higher the SEO ranking. For local searches, in particular, reviews can influence up to 10% of the ranking. There’s also a striking correlation between positive online reviews and sales. According to WebRepublic, products with positive reviews sold 200% more than products with no ratings.

\n

Since it’s positive reviews you’re going after, you need to focus your attention on one thing: delivering an outstanding customer experience. A satisfied customer is not only likely to use your product or service again, but they’re also likely to tell other people about their positive experience.

\n

It might feel overwhelming, but online reviews aren’t out of your control. With a little savvy, you can easily generate more reviews for your business.

\n

Establish a Presence

\n

The first step to getting customers to review your business is ensuring that there are places where your business can be reviewed. Consider third-party review sites Yelp, TripAdvisor and Foursquare. Your business certainly doesn’t need to be on all three, but their popularity among consumers makes them great places to start. On a site like Yelp, claiming or adding your business is of particular importance because it allows your business to show up in search results.

\n

Verify your business on Google, too. In addition to being able to review your business, customers will also be able to access accurate information about your business, including your address, phone number, address and website. After you’re verified, you can edit your business information, say if you’re making changes to a holiday schedule or opening a new location.

\n

\"IMA

\n

Once you’ve got your accounts set up, keep the links handy so you can share them with customers when you ask for reviews.

\n

If You Want a Review, Just Ask

\n

Getting a review is often as easy as asking. But don’t ask your customers for “good” or “positive” reviews. Instead, ask for honest reviews. Anything else suggests that you might be trying to tell your customer what to write, whether their sentiments are real or not.

\n

GrooveHQ has a great example that you can tweak to suit your brand’s personality and the nature of the review:

\n

\"GrooveHQReviewEmailTemplate-325793-edited.png\"

\n

It’s authentic and to the point. Notice how it asks for an honest review as opposed to a positive review.

\n

You can still get positive reviews by asking for honest reviews. You just have to ask the right customers, i.e. those who are getting the most value out of your product or service. Repeat customers, those who have referred others to your business and those who engage with your brand on social media are three great types of people to go after.

\n

Automation All the Way

\n

Think about the last time you purchased something on Amazon. A few days after your package arrived, you probably got an email from the vendor, Amazon or both asking for a review. Treat your customers the same way.

\n

Set up an email automation series asking your customers for an honest review after they receive an invoice, product, service, etc. You’ll want your email to hit your customer’s inbox when the value you’ve delivered is at the forefront of their mind, making it that much easier for them to recount their experience.

\n

If you have to send a customer an invoice, why not ask them for some honest feedback while you’re thanking them for their business? Include a link that goes straight to your business page on Yelp, Facebook, Google, etc.

\n

The easier it is for people to review your business, the more likely you are to get reviews.

\n

Don’t Offer Incentives

\n

So you’ve established your business on Yelp/TripAdvisor/Foursquare/etc. You’ve asked people to review your business. But there’s a chance most of your customers won’t write a review. You might feel tempted to offer an incentive for reviews. Don’t.

\n

For lack of a better term, it’s kind of shady. Especially if you’re incentivizing for reviews on a third-party site. Sites like Yelp have hard and fast rules about how businesses can ask for reviews, and if they find out that you’ve been incentivizing reviews, you could end up losing all of the organic reviews you’ve collected over time. You could even get fined for it.

\n

Of course, there are loopholes, like offering a discount in exchange for a review in which the customer must disclose that they received a discount in exchange for writing the review. Still, it’s a rather gray area... and one that you might want to stay away from entirely.

\n

Respond to Any and All Reviews

\n

Any review - good or bad - is worth responding to. A simple “thank you” or Like or retweet may not seem like a big deal, but it makes customers feel valued. If a customer’s words are especially glowing, ask for their permission to share the review throughout your website and social channels.

\n

As for bad reviews: They happen. And, frankly, you should expect them. But they aren’t the kiss of death. So, what’s the best course of action to take?

\n\n\n\n\n

Reviews - positive or negative - are a direct reflection of customer experience. If you place as much emphasis on that experience as you should, you’re already on the right track. Verifying your business on Google or Yelp won't deliver results overnight. It takes time to collect reviews, but once you start reeling them in, you'll be able to use them to your advantage by providing social proof to prospective customers and vastly improving your customer experience.

","post_body_rss":"

Your business has a lot to gain... and a lot to lose.

\n\n

Whether you like it or not, online reviews - the good and the bad - affect your business. According to one Zendesk study, the majority of consumers who have read online reviews say the information impacted their buying decisions for better... and for worse. Zendesk found this to be the case for positive reviews (90%) and negative reviews (86%).

\n

Additionally, the more positive reviews a business has, the higher the SEO ranking. For local searches, in particular, reviews can influence up to 10% of the ranking. There’s also a striking correlation between positive online reviews and sales. According to WebRepublic, products with positive reviews sold 200% more than products with no ratings.

\n

Since it’s positive reviews you’re going after, you need to focus your attention on one thing: delivering an outstanding customer experience. A satisfied customer is not only likely to use your product or service again, but they’re also likely to tell other people about their positive experience.

\n

It might feel overwhelming, but online reviews aren’t out of your control. With a little savvy, you can easily generate more reviews for your business.

\n

Establish a Presence

\n

The first step to getting customers to review your business is ensuring that there are places where your business can be reviewed. Consider third-party review sites Yelp, TripAdvisor and Foursquare. Your business certainly doesn’t need to be on all three, but their popularity among consumers makes them great places to start. On a site like Yelp, claiming or adding your business is of particular importance because it allows your business to show up in search results.

\n

Verify your business on Google, too. In addition to being able to review your business, customers will also be able to access accurate information about your business, including your address, phone number, address and website. After you’re verified, you can edit your business information, say if you’re making changes to a holiday schedule or opening a new location.

\n

\"IMA

\n

Once you’ve got your accounts set up, keep the links handy so you can share them with customers when you ask for reviews.

\n

If You Want a Review, Just Ask

\n

Getting a review is often as easy as asking. But don’t ask your customers for “good” or “positive” reviews. Instead, ask for honest reviews. Anything else suggests that you might be trying to tell your customer what to write, whether their sentiments are real or not.

\n

GrooveHQ has a great example that you can tweak to suit your brand’s personality and the nature of the review:

\n

\"GrooveHQReviewEmailTemplate-325793-edited.png\"

\n

It’s authentic and to the point. Notice how it asks for an honest review as opposed to a positive review.

\n

You can still get positive reviews by asking for honest reviews. You just have to ask the right customers, i.e. those who are getting the most value out of your product or service. Repeat customers, those who have referred others to your business and those who engage with your brand on social media are three great types of people to go after.

\n

Automation All the Way

\n

Think about the last time you purchased something on Amazon. A few days after your package arrived, you probably got an email from the vendor, Amazon or both asking for a review. Treat your customers the same way.

\n

Set up an email automation series asking your customers for an honest review after they receive an invoice, product, service, etc. You’ll want your email to hit your customer’s inbox when the value you’ve delivered is at the forefront of their mind, making it that much easier for them to recount their experience.

\n

If you have to send a customer an invoice, why not ask them for some honest feedback while you’re thanking them for their business? Include a link that goes straight to your business page on Yelp, Facebook, Google, etc.

\n

The easier it is for people to review your business, the more likely you are to get reviews.

\n

Don’t Offer Incentives

\n

So you’ve established your business on Yelp/TripAdvisor/Foursquare/etc. You’ve asked people to review your business. But there’s a chance most of your customers won’t write a review. You might feel tempted to offer an incentive for reviews. Don’t.

\n

For lack of a better term, it’s kind of shady. Especially if you’re incentivizing for reviews on a third-party site. Sites like Yelp have hard and fast rules about how businesses can ask for reviews, and if they find out that you’ve been incentivizing reviews, you could end up losing all of the organic reviews you’ve collected over time. You could even get fined for it.

\n

Of course, there are loopholes, like offering a discount in exchange for a review in which the customer must disclose that they received a discount in exchange for writing the review. Still, it’s a rather gray area... and one that you might want to stay away from entirely.

\n

Respond to Any and All Reviews

\n

Any review - good or bad - is worth responding to. A simple “thank you” or Like or retweet may not seem like a big deal, but it makes customers feel valued. If a customer’s words are especially glowing, ask for their permission to share the review throughout your website and social channels.

\n

As for bad reviews: They happen. And, frankly, you should expect them. But they aren’t the kiss of death. So, what’s the best course of action to take?

\n\n\n\n\n

Reviews - positive or negative - are a direct reflection of customer experience. If you place as much emphasis on that experience as you should, you’re already on the right track. Verifying your business on Google or Yelp won't deliver results overnight. It takes time to collect reviews, but once you start reeling them in, you'll be able to use them to your advantage by providing social proof to prospective customers and vastly improving your customer experience.

","post_email_content":"\n \n \n

Your business has a lot to gain... and a lot to lose.

\n \n","post_email_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Online-Reviews-Evaluation-Insp-121141301.jpg","post_featured_image_if_enabled":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Online-Reviews-Evaluation-Insp-121141301.jpg","post_list_content":"\n \n \n

Your business has a lot to gain... and a lot to lose.

\n \n","post_list_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Online-Reviews-Evaluation-Insp-121141301.jpg","post_rss_content":"

Your business has a lot to gain... and a lot to lose.

\n\n

Whether you like it or not, online reviews - the good and the bad - affect your business. According to one Zendesk study, the majority of consumers who have read online reviews say the information impacted their buying decisions for better... and for worse. Zendesk found this to be the case for positive reviews (90%) and negative reviews (86%).

\n

Additionally, the more positive reviews a business has, the higher the SEO ranking. For local searches, in particular, reviews can influence up to 10% of the ranking. There’s also a striking correlation between positive online reviews and sales. According to WebRepublic, products with positive reviews sold 200% more than products with no ratings.

\n

Since it’s positive reviews you’re going after, you need to focus your attention on one thing: delivering an outstanding customer experience. A satisfied customer is not only likely to use your product or service again, but they’re also likely to tell other people about their positive experience.

\n

It might feel overwhelming, but online reviews aren’t out of your control. With a little savvy, you can easily generate more reviews for your business.

\n

Establish a Presence

\n

The first step to getting customers to review your business is ensuring that there are places where your business can be reviewed. Consider third-party review sites Yelp, TripAdvisor and Foursquare. Your business certainly doesn’t need to be on all three, but their popularity among consumers makes them great places to start. On a site like Yelp, claiming or adding your business is of particular importance because it allows your business to show up in search results.

\n

Verify your business on Google, too. In addition to being able to review your business, customers will also be able to access accurate information about your business, including your address, phone number, address and website. After you’re verified, you can edit your business information, say if you’re making changes to a holiday schedule or opening a new location.

\n

\"IMA

\n

Once you’ve got your accounts set up, keep the links handy so you can share them with customers when you ask for reviews.

\n

If You Want a Review, Just Ask

\n

Getting a review is often as easy as asking. But don’t ask your customers for “good” or “positive” reviews. Instead, ask for honest reviews. Anything else suggests that you might be trying to tell your customer what to write, whether their sentiments are real or not.

\n

GrooveHQ has a great example that you can tweak to suit your brand’s personality and the nature of the review:

\n

\"GrooveHQReviewEmailTemplate-325793-edited.png\"

\n

It’s authentic and to the point. Notice how it asks for an honest review as opposed to a positive review.

\n

You can still get positive reviews by asking for honest reviews. You just have to ask the right customers, i.e. those who are getting the most value out of your product or service. Repeat customers, those who have referred others to your business and those who engage with your brand on social media are three great types of people to go after.

\n

Automation All the Way

\n

Think about the last time you purchased something on Amazon. A few days after your package arrived, you probably got an email from the vendor, Amazon or both asking for a review. Treat your customers the same way.

\n

Set up an email automation series asking your customers for an honest review after they receive an invoice, product, service, etc. You’ll want your email to hit your customer’s inbox when the value you’ve delivered is at the forefront of their mind, making it that much easier for them to recount their experience.

\n

If you have to send a customer an invoice, why not ask them for some honest feedback while you’re thanking them for their business? Include a link that goes straight to your business page on Yelp, Facebook, Google, etc.

\n

The easier it is for people to review your business, the more likely you are to get reviews.

\n

Don’t Offer Incentives

\n

So you’ve established your business on Yelp/TripAdvisor/Foursquare/etc. You’ve asked people to review your business. But there’s a chance most of your customers won’t write a review. You might feel tempted to offer an incentive for reviews. Don’t.

\n

For lack of a better term, it’s kind of shady. Especially if you’re incentivizing for reviews on a third-party site. Sites like Yelp have hard and fast rules about how businesses can ask for reviews, and if they find out that you’ve been incentivizing reviews, you could end up losing all of the organic reviews you’ve collected over time. You could even get fined for it.

\n

Of course, there are loopholes, like offering a discount in exchange for a review in which the customer must disclose that they received a discount in exchange for writing the review. Still, it’s a rather gray area... and one that you might want to stay away from entirely.

\n

Respond to Any and All Reviews

\n

Any review - good or bad - is worth responding to. A simple “thank you” or Like or retweet may not seem like a big deal, but it makes customers feel valued. If a customer’s words are especially glowing, ask for their permission to share the review throughout your website and social channels.

\n

As for bad reviews: They happen. And, frankly, you should expect them. But they aren’t the kiss of death. So, what’s the best course of action to take?

\n\n\n\n\n

Reviews - positive or negative - are a direct reflection of customer experience. If you place as much emphasis on that experience as you should, you’re already on the right track. Verifying your business on Google or Yelp won't deliver results overnight. It takes time to collect reviews, but once you start reeling them in, you'll be able to use them to your advantage by providing social proof to prospective customers and vastly improving your customer experience.

","post_rss_summary_featured_image":"","post_summary":"

Your business has a lot to gain... and a lot to lose.

\n","post_summary_rss":"\n \n \n

Your business has a lot to gain... and a lot to lose.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"hJRLztxq","processing_status":"PUBLISHED","publish_date":1484067581000,"publish_date_local_time":1484067581000,"publish_date_localized":{"date":1484067581000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":true,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/how-to-get-more-online-reviews-handle-the-bad-ones","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

Your business has a lot to gain... and a lot to lose.

\n\n

Whether you like it or not, online reviews - the good and the bad - affect your business. According to one Zendesk study, the majority of consumers who have read online reviews say the information impacted their buying decisions for better... and for worse. Zendesk found this to be the case for positive reviews (90%) and negative reviews (86%).

\n

Additionally, the more positive reviews a business has, the higher the SEO ranking. For local searches, in particular, reviews can influence up to 10% of the ranking. There’s also a striking correlation between positive online reviews and sales. According to WebRepublic, products with positive reviews sold 200% more than products with no ratings.

\n

Since it’s positive reviews you’re going after, you need to focus your attention on one thing: delivering an outstanding customer experience. A satisfied customer is not only likely to use your product or service again, but they’re also likely to tell other people about their positive experience.

\n

It might feel overwhelming, but online reviews aren’t out of your control. With a little savvy, you can easily generate more reviews for your business.

\n

Establish a Presence

\n

The first step to getting customers to review your business is ensuring that there are places where your business can be reviewed. Consider third-party review sites Yelp, TripAdvisor and Foursquare. Your business certainly doesn’t need to be on all three, but their popularity among consumers makes them great places to start. On a site like Yelp, claiming or adding your business is of particular importance because it allows your business to show up in search results.

\n

Verify your business on Google, too. In addition to being able to review your business, customers will also be able to access accurate information about your business, including your address, phone number, address and website. After you’re verified, you can edit your business information, say if you’re making changes to a holiday schedule or opening a new location.

\n

\"IMA

\n

Once you’ve got your accounts set up, keep the links handy so you can share them with customers when you ask for reviews.

\n

If You Want a Review, Just Ask

\n

Getting a review is often as easy as asking. But don’t ask your customers for “good” or “positive” reviews. Instead, ask for honest reviews. Anything else suggests that you might be trying to tell your customer what to write, whether their sentiments are real or not.

\n

GrooveHQ has a great example that you can tweak to suit your brand’s personality and the nature of the review:

\n

\"GrooveHQReviewEmailTemplate-325793-edited.png\"

\n

It’s authentic and to the point. Notice how it asks for an honest review as opposed to a positive review.

\n

You can still get positive reviews by asking for honest reviews. You just have to ask the right customers, i.e. those who are getting the most value out of your product or service. Repeat customers, those who have referred others to your business and those who engage with your brand on social media are three great types of people to go after.

\n

Automation All the Way

\n

Think about the last time you purchased something on Amazon. A few days after your package arrived, you probably got an email from the vendor, Amazon or both asking for a review. Treat your customers the same way.

\n

Set up an email automation series asking your customers for an honest review after they receive an invoice, product, service, etc. You’ll want your email to hit your customer’s inbox when the value you’ve delivered is at the forefront of their mind, making it that much easier for them to recount their experience.

\n

If you have to send a customer an invoice, why not ask them for some honest feedback while you’re thanking them for their business? Include a link that goes straight to your business page on Yelp, Facebook, Google, etc.

\n

The easier it is for people to review your business, the more likely you are to get reviews.

\n

Don’t Offer Incentives

\n

So you’ve established your business on Yelp/TripAdvisor/Foursquare/etc. You’ve asked people to review your business. But there’s a chance most of your customers won’t write a review. You might feel tempted to offer an incentive for reviews. Don’t.

\n

For lack of a better term, it’s kind of shady. Especially if you’re incentivizing for reviews on a third-party site. Sites like Yelp have hard and fast rules about how businesses can ask for reviews, and if they find out that you’ve been incentivizing reviews, you could end up losing all of the organic reviews you’ve collected over time. You could even get fined for it.

\n

Of course, there are loopholes, like offering a discount in exchange for a review in which the customer must disclose that they received a discount in exchange for writing the review. Still, it’s a rather gray area... and one that you might want to stay away from entirely.

\n

Respond to Any and All Reviews

\n

Any review - good or bad - is worth responding to. A simple “thank you” or Like or retweet may not seem like a big deal, but it makes customers feel valued. If a customer’s words are especially glowing, ask for their permission to share the review throughout your website and social channels.

\n

As for bad reviews: They happen. And, frankly, you should expect them. But they aren’t the kiss of death. So, what’s the best course of action to take?

\n\n\n\n\n

Reviews - positive or negative - are a direct reflection of customer experience. If you place as much emphasis on that experience as you should, you’re already on the right track. Verifying your business on Google or Yelp won't deliver results overnight. It takes time to collect reviews, but once you start reeling them in, you'll be able to use them to your advantage by providing social proof to prospective customers and vastly improving your customer experience.

","rss_summary":"

Your business has a lot to gain... and a lot to lose.

\n","rss_summary_featured_image":"https://cdn2.hubspot.net/hubfs/160334/bigstock-Online-Reviews-Evaluation-Insp-121141301.jpg","slug":"inbound-marketing-agents-blog/how-to-get-more-online-reviews-handle-the-bad-ones","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"How to Get More Online Reviews & Handle the Bad Ones","topic_ids":[],"topic_list":[],"topic_names":[],"topics":[],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1485458454404,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/how-to-get-more-online-reviews-handle-the-bad-ones","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/244250/7-bold-ways-to-build-brand-personality","allowed_slug_conflict":false,"analytics_page_id":"641786-244250","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"taylor@inboundmarketingagents.com","author_at":1490790831461,"author_email":"taylor@inboundmarketingagents.com","author_name":"Taylor Eben","author_user_id":3302629,"author_username":"taylor@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1447888580072,"deleted_at":0,"display_name":"Jasmine Henry","email":"jasmine@inboundmarketingagents.com","facebook":"","full_name":"Jasmine Henry","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/853afbb59115f7c02dca55124458d9de","has_social_profiles":false,"id":3539387089,"linkedin":"","portal_id":160334,"slug":"jasmine-henry","twitter":"","twitter_username":"","updated":1447888580072,"username":"jasmine@inboundmarketingagents.com","website":""},"blog_author_id":3539387089,"blog_post_author":{"avatar":"","bio":"","created":1447888580072,"deleted_at":0,"display_name":"Jasmine Henry","email":"jasmine@inboundmarketingagents.com","facebook":"","full_name":"Jasmine Henry","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/853afbb59115f7c02dca55124458d9de","has_social_profiles":false,"id":3539387089,"linkedin":"","portal_id":160334,"slug":"jasmine-henry","twitter":"","twitter_username":"","updated":1447888580072,"username":"jasmine@inboundmarketingagents.com","website":""},"blog_publish_instant_email_retry_count":0,"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1353085215000,"created_time":1353085215000,"css":{},"css_text":"","ctas":{"d0a0af52-4559-44d4-b239-eec1d68dc093":{"full_html":"\n\n \n \n \"New\n \n \n \n\n\n","image_html":"\n\n \n \"New\n \n\n\n","image_src":"https://no-cache.hubspot.com/cta/default/160334/d0a0af52-4559-44d4-b239-eec1d68dc093.png","image_editor":"\n","image_email":"\n\n \n \"New\n \n\n\n","token":"{{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}","guid":null}},"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"http://cdn1.hubspot.com/hub/160334/file-49124278.jpg","featured_image_alt_text":"","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"footer_html":"","freeze_date":1480776120000,"has_user_changes":true,"head_html":"","html_title":"7 Bold Ways to Build Brand Personality","id":3539862679,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"7 Bold Ways to Build Brand Personality","legacy_blog_tabid":641786,"legacy_id":244250,"legacy_post_guid":"4f158820-300c-4c2c-b9df-507b3f599edf","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"page_expiry_redirect_url":null,"meta_keywords":"build brand personality, building small business brand, defining small business brand, content marketing branding, social media branding","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"page_expiry_redirect_id":null,"author_user_id":3302629,"rss_email_by_text":"By","style_override_id":null,"preview_image_src":null,"page_redirected":null,"author_username":"taylor@inboundmarketingagents.com","staged_from":null,"include_default_custom_css":null,"keywords":[],"campaign_name":null,"featured_image":"http://cdn1.hubspot.com/hub/160334/file-49124278.jpg","post_summary":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n
","has_user_changes":true,"attached_stylesheets":[],"unpublished_at":null,"author_email":"taylor@inboundmarketingagents.com","last_edit_session_id":null,"topic_ids":[3737121905],"page_expiry_date":null,"rss_email_comment_text":"Comment »","blog_publish_instant_email_campaign_id":null,"rss_email_click_through_text":"Read more »","blog_publish_instant_email_retry_count":0,"personas":[],"css":{},"campaign_utm":null,"footer_html":"","meta_description":"Discover 7 of the newest ways to build brand personality through content marketing and social media.","performable_url":null,"scheduled_update_date":null,"cloned_from":null,"last_edit_update_id":null,"placement_guids":["d0a0af52-4559-44d4-b239-eec1d68dc093"],"css_text":"","legacy_blog_tabid":641786,"rss_summary":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n
","head_html":"","page_expiry_enabled":null,"enable_domain_stylesheets":true,"post_body":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n\n

1. Personalize Your Social Media Interactions

\n

The average engagement rate for a brand on Facebook is just 2%. You can do better than that, and you will if you make an effort to act like a human every time you respond to comments on your company Facebook page. To calculate your brand's current social media engagement, use the simple formula below:

\n

(PWSP/Likes and Comments)*100 = Engagement.

\n

In this equation, \"PWSP\" is the number of people who saw the post, a metric built into Facebook business pages and secret groups. To further add a personalized touch, Vocus has recommended having your company's social media managers and other employees to respond to Twitter or Facebook queries and comments through their personal accounts.

\n

2. Be Visual at Least 1/3 of the Time

\n

Since the adoption of the Facebook timeline, the value of visual content has soared on the network. Experts estimate that including images, video or infographics with your text posts increases engagement by 35% or more. If you've taken the time to tailor your visual content in blog posts for Pinterest and Facebook, upload it separately with the link to stand out in your fan's feeds. Michael Matthews of Forbes recommends you include visual content on social media at least 1/3 of the time. 

\n

3. Don't Force Keywords Into Titles

\n

There are some low-hanging fruit among long tail key phrases that shouldn't be optimized. There's no way you can work certain bizarre phrases into your title and meta description without sounding incredibly unnatural, and Google hates contrived content

\n

Google's gotten pretty good at reading the context of keywords. There's a little-known advanced Google trick known as exact search. If you surround a word or phrase with quotation marks, as illustrated in the following, you'll only pull up content that's an exact match. Few people know the trick, and even fewer use it on a regular basis. It's better to edit a long tail key phrase to avoid writing a title that sounds computer-generated. 

\n

4. Boost Your \"About Us\" Page

\n

Make your company's about us page into a story that compels your buyer personas. There is a psychology behind storytelling, as stories activate parts of the brain that give us sensory experiences and influence the way we think. People want to hear storiesHere are some ways to make your \"about us\" page pop:

\n\n

5. Build Personal Relationships

\n

Connect with other bloggers as one way to organically generate high-visibility social media shares and back links to your content. Engage on social media and leave comments on their blog, but be sure to say something with a little more depth than \"Wow, great article.\" Ask questions, ask follow-up questions and build real friendships. Starting a weekly link-up post can be another way to expand your content and Twitter reach.

\n

6. Infuse Your Content With Humor

\n

Everyone loves to laugh, and as long as your social media posts and content marketing align with your buyer personas sense of humor, releasing content that's hilarious can only help. If you think I'm only referring to B2C marketers, think again. As long as your humor hits the mark with your personas and doesn't offend people, it's a welcome addition to your content marketing strategy.

\n

7. Admit Mistakes

\n

Did your company release a piece of content that fell flat and offended some people? Was there an issue with a large number of shipments? Don't hide your mistakes, no matter the size. Your social media accounts are a platform for communication with clients, even if they're not especially pleased with your company. While it's always wise to follow the cliché of \"don't feed the trolls,\" never delete or ignore comments from customers who are simply seeking resolution.

\n

Image Credit: freedigitalphotos.net/imagerymajestic

\n

 

\n

{{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n

 

\n

This post originally appeared in 2012 but has recently been updated to reflect current trends.

\n
","publish_immediately":false,"html_title":"7 Bold Ways to Build Brand Personality","enable_layout_stylesheets":true,"blog_publish_to_social_media_task":"DONE","rss_email_image_max_width":0,"rss_body":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n\n

1. Personalize Your Social Media Interactions

\n

The average engagement rate for a brand on Facebook is just 2%. You can do better than that, and you will if you make an effort to act like a human every time you respond to comments on your company Facebook page. To calculate your brand's current social media engagement, use the simple formula below:

\n

(PWSP/Likes and Comments)*100 = Engagement.

\n

In this equation, \"PWSP\" is the number of people who saw the post, a metric built into Facebook business pages and secret groups. To further add a personalized touch, Vocus has recommended having your company's social media managers and other employees to respond to Twitter or Facebook queries and comments through their personal accounts.

\n

2. Be Visual at Least 1/3 of the Time

\n

Since the adoption of the Facebook timeline, the value of visual content has soared on the network. Experts estimate that including images, video or infographics with your text posts increases engagement by 35% or more. If you've taken the time to tailor your visual content in blog posts for Pinterest and Facebook, upload it separately with the link to stand out in your fan's feeds. Michael Matthews of Forbes recommends you include visual content on social media at least 1/3 of the time. 

\n

3. Don't Force Keywords Into Titles

\n

There are some low-hanging fruit among long tail key phrases that shouldn't be optimized. There's no way you can work certain bizarre phrases into your title and meta description without sounding incredibly unnatural, and Google hates contrived content

\n

Google's gotten pretty good at reading the context of keywords. There's a little-known advanced Google trick known as exact search. If you surround a word or phrase with quotation marks, as illustrated in the following, you'll only pull up content that's an exact match. Few people know the trick, and even fewer use it on a regular basis. It's better to edit a long tail key phrase to avoid writing a title that sounds computer-generated. 

\n

4. Boost Your \"About Us\" Page

\n

Make your company's about us page into a story that compels your buyer personas. There is a psychology behind storytelling, as stories activate parts of the brain that give us sensory experiences and influence the way we think. People want to hear storiesHere are some ways to make your \"about us\" page pop:

\n\n

5. Build Personal Relationships

\n

Connect with other bloggers as one way to organically generate high-visibility social media shares and back links to your content. Engage on social media and leave comments on their blog, but be sure to say something with a little more depth than \"Wow, great article.\" Ask questions, ask follow-up questions and build real friendships. Starting a weekly link-up post can be another way to expand your content and Twitter reach.

\n

6. Infuse Your Content With Humor

\n

Everyone loves to laugh, and as long as your social media posts and content marketing align with your buyer personas sense of humor, releasing content that's hilarious can only help. If you think I'm only referring to B2C marketers, think again. As long as your humor hits the mark with your personas and doesn't offend people, it's a welcome addition to your content marketing strategy.

\n

7. Admit Mistakes

\n

Did your company release a piece of content that fell flat and offended some people? Was there an issue with a large number of shipments? Don't hide your mistakes, no matter the size. Your social media accounts are a platform for communication with clients, even if they're not especially pleased with your company. While it's always wise to follow the cliché of \"don't feed the trolls,\" never delete or ignore comments from customers who are simply seeking resolution.

\n

Image Credit: freedigitalphotos.net/imagerymajestic

\n

 

\n

{{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n

 

\n

This post originally appeared in 2012 but has recently been updated to reflect current trends.

\n
","blog_post_schedule_task_uid":null,"legacy_post_guid":"4f158820-300c-4c2c-b9df-507b3f599edf","featured_image_alt_text":"","enable_google_amp_output_override":false},"meta_description":"Discover 7 of the newest ways to build brand personality through content marketing and social media.","meta_keywords":"build brand personality, building small business brand, defining small business brand, content marketing branding, social media branding","name":"7 Bold Ways to Build Brand Personality","page_redirected":false,"page_title":"7 Bold Ways to Build Brand Personality","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"performable_guid":"","personas":[],"placement_guids":["d0a0af52-4559-44d4-b239-eec1d68dc093"],"portal_id":160334,"post_body":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n\n

1. Personalize Your Social Media Interactions

\n

The average engagement rate for a brand on Facebook is just 2%. You can do better than that, and you will if you make an effort to act like a human every time you respond to comments on your company Facebook page. To calculate your brand's current social media engagement, use the simple formula below:

\n

(PWSP/Likes and Comments)*100 = Engagement.

\n

In this equation, \"PWSP\" is the number of people who saw the post, a metric built into Facebook business pages and secret groups. To further add a personalized touch, Vocus has recommended having your company's social media managers and other employees to respond to Twitter or Facebook queries and comments through their personal accounts.

\n

2. Be Visual at Least 1/3 of the Time

\n

Since the adoption of the Facebook timeline, the value of visual content has soared on the network. Experts estimate that including images, video or infographics with your text posts increases engagement by 35% or more. If you've taken the time to tailor your visual content in blog posts for Pinterest and Facebook, upload it separately with the link to stand out in your fan's feeds. Michael Matthews of Forbes recommends you include visual content on social media at least 1/3 of the time. 

\n

3. Don't Force Keywords Into Titles

\n

There are some low-hanging fruit among long tail key phrases that shouldn't be optimized. There's no way you can work certain bizarre phrases into your title and meta description without sounding incredibly unnatural, and Google hates contrived content

\n

Google's gotten pretty good at reading the context of keywords. There's a little-known advanced Google trick known as exact search. If you surround a word or phrase with quotation marks, as illustrated in the following, you'll only pull up content that's an exact match. Few people know the trick, and even fewer use it on a regular basis. It's better to edit a long tail key phrase to avoid writing a title that sounds computer-generated. 

\n

4. Boost Your \"About Us\" Page

\n

Make your company's about us page into a story that compels your buyer personas. There is a psychology behind storytelling, as stories activate parts of the brain that give us sensory experiences and influence the way we think. People want to hear storiesHere are some ways to make your \"about us\" page pop:

\n\n

5. Build Personal Relationships

\n

Connect with other bloggers as one way to organically generate high-visibility social media shares and back links to your content. Engage on social media and leave comments on their blog, but be sure to say something with a little more depth than \"Wow, great article.\" Ask questions, ask follow-up questions and build real friendships. Starting a weekly link-up post can be another way to expand your content and Twitter reach.

\n

6. Infuse Your Content With Humor

\n

Everyone loves to laugh, and as long as your social media posts and content marketing align with your buyer personas sense of humor, releasing content that's hilarious can only help. If you think I'm only referring to B2C marketers, think again. As long as your humor hits the mark with your personas and doesn't offend people, it's a welcome addition to your content marketing strategy.

\n

7. Admit Mistakes

\n

Did your company release a piece of content that fell flat and offended some people? Was there an issue with a large number of shipments? Don't hide your mistakes, no matter the size. Your social media accounts are a platform for communication with clients, even if they're not especially pleased with your company. While it's always wise to follow the cliché of \"don't feed the trolls,\" never delete or ignore comments from customers who are simply seeking resolution.

\n

Image Credit: freedigitalphotos.net/imagerymajestic

\n

 

\n

{{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n

 

\n

This post originally appeared in 2012 but has recently been updated to reflect current trends.

\n
","post_body_rss":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n\n

1. Personalize Your Social Media Interactions

\n

The average engagement rate for a brand on Facebook is just 2%. You can do better than that, and you will if you make an effort to act like a human every time you respond to comments on your company Facebook page. To calculate your brand's current social media engagement, use the simple formula below:

\n

(PWSP/Likes and Comments)*100 = Engagement.

\n

In this equation, \"PWSP\" is the number of people who saw the post, a metric built into Facebook business pages and secret groups. To further add a personalized touch, Vocus has recommended having your company's social media managers and other employees to respond to Twitter or Facebook queries and comments through their personal accounts.

\n

2. Be Visual at Least 1/3 of the Time

\n

Since the adoption of the Facebook timeline, the value of visual content has soared on the network. Experts estimate that including images, video or infographics with your text posts increases engagement by 35% or more. If you've taken the time to tailor your visual content in blog posts for Pinterest and Facebook, upload it separately with the link to stand out in your fan's feeds. Michael Matthews of Forbes recommends you include visual content on social media at least 1/3 of the time. 

\n

3. Don't Force Keywords Into Titles

\n

There are some low-hanging fruit among long tail key phrases that shouldn't be optimized. There's no way you can work certain bizarre phrases into your title and meta description without sounding incredibly unnatural, and Google hates contrived content

\n

Google's gotten pretty good at reading the context of keywords. There's a little-known advanced Google trick known as exact search. If you surround a word or phrase with quotation marks, as illustrated in the following, you'll only pull up content that's an exact match. Few people know the trick, and even fewer use it on a regular basis. It's better to edit a long tail key phrase to avoid writing a title that sounds computer-generated. 

\n

4. Boost Your \"About Us\" Page

\n

Make your company's about us page into a story that compels your buyer personas. There is a psychology behind storytelling, as stories activate parts of the brain that give us sensory experiences and influence the way we think. People want to hear storiesHere are some ways to make your \"about us\" page pop:

\n\n

5. Build Personal Relationships

\n

Connect with other bloggers as one way to organically generate high-visibility social media shares and back links to your content. Engage on social media and leave comments on their blog, but be sure to say something with a little more depth than \"Wow, great article.\" Ask questions, ask follow-up questions and build real friendships. Starting a weekly link-up post can be another way to expand your content and Twitter reach.

\n

6. Infuse Your Content With Humor

\n

Everyone loves to laugh, and as long as your social media posts and content marketing align with your buyer personas sense of humor, releasing content that's hilarious can only help. If you think I'm only referring to B2C marketers, think again. As long as your humor hits the mark with your personas and doesn't offend people, it's a welcome addition to your content marketing strategy.

\n

7. Admit Mistakes

\n

Did your company release a piece of content that fell flat and offended some people? Was there an issue with a large number of shipments? Don't hide your mistakes, no matter the size. Your social media accounts are a platform for communication with clients, even if they're not especially pleased with your company. While it's always wise to follow the cliché of \"don't feed the trolls,\" never delete or ignore comments from customers who are simply seeking resolution.

\n

Image Credit: freedigitalphotos.net/imagerymajestic

\n

 

\n

{{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n

 

\n

This post originally appeared in 2012 but has recently been updated to reflect current trends.

\n
","post_email_content":"\n \n \n
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n
\n \n","post_email_summary_featured_image":"http://cdn1.hubspot.com/hub/160334/file-49124278.jpg","post_featured_image_if_enabled":"http://cdn1.hubspot.com/hub/160334/file-49124278.jpg","post_list_content":"\n \n \n
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n
\n \n","post_list_summary_featured_image":"http://cdn1.hubspot.com/hub/160334/file-49124278.jpg","post_rss_content":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n\n

1. Personalize Your Social Media Interactions

\n

The average engagement rate for a brand on Facebook is just 2%. You can do better than that, and you will if you make an effort to act like a human every time you respond to comments on your company Facebook page. To calculate your brand's current social media engagement, use the simple formula below:

\n

(PWSP/Likes and Comments)*100 = Engagement.

\n

In this equation, \"PWSP\" is the number of people who saw the post, a metric built into Facebook business pages and secret groups. To further add a personalized touch, Vocus has recommended having your company's social media managers and other employees to respond to Twitter or Facebook queries and comments through their personal accounts.

\n

2. Be Visual at Least 1/3 of the Time

\n

Since the adoption of the Facebook timeline, the value of visual content has soared on the network. Experts estimate that including images, video or infographics with your text posts increases engagement by 35% or more. If you've taken the time to tailor your visual content in blog posts for Pinterest and Facebook, upload it separately with the link to stand out in your fan's feeds. Michael Matthews of Forbes recommends you include visual content on social media at least 1/3 of the time. 

\n

3. Don't Force Keywords Into Titles

\n

There are some low-hanging fruit among long tail key phrases that shouldn't be optimized. There's no way you can work certain bizarre phrases into your title and meta description without sounding incredibly unnatural, and Google hates contrived content

\n

Google's gotten pretty good at reading the context of keywords. There's a little-known advanced Google trick known as exact search. If you surround a word or phrase with quotation marks, as illustrated in the following, you'll only pull up content that's an exact match. Few people know the trick, and even fewer use it on a regular basis. It's better to edit a long tail key phrase to avoid writing a title that sounds computer-generated. 

\n

4. Boost Your \"About Us\" Page

\n

Make your company's about us page into a story that compels your buyer personas. There is a psychology behind storytelling, as stories activate parts of the brain that give us sensory experiences and influence the way we think. People want to hear storiesHere are some ways to make your \"about us\" page pop:

\n\n

5. Build Personal Relationships

\n

Connect with other bloggers as one way to organically generate high-visibility social media shares and back links to your content. Engage on social media and leave comments on their blog, but be sure to say something with a little more depth than \"Wow, great article.\" Ask questions, ask follow-up questions and build real friendships. Starting a weekly link-up post can be another way to expand your content and Twitter reach.

\n

6. Infuse Your Content With Humor

\n

Everyone loves to laugh, and as long as your social media posts and content marketing align with your buyer personas sense of humor, releasing content that's hilarious can only help. If you think I'm only referring to B2C marketers, think again. As long as your humor hits the mark with your personas and doesn't offend people, it's a welcome addition to your content marketing strategy.

\n

7. Admit Mistakes

\n

Did your company release a piece of content that fell flat and offended some people? Was there an issue with a large number of shipments? Don't hide your mistakes, no matter the size. Your social media accounts are a platform for communication with clients, even if they're not especially pleased with your company. While it's always wise to follow the cliché of \"don't feed the trolls,\" never delete or ignore comments from customers who are simply seeking resolution.

\n

Image Credit: freedigitalphotos.net/imagerymajestic

\n

 

\n

{{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n

 

\n

This post originally appeared in 2012 but has recently been updated to reflect current trends.

\n
","post_rss_summary_featured_image":"","post_summary":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n
","post_summary_rss":"\n \n \n
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n
\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"HADLaPdV","processing_status":"PUBLISHED","publish_date":1480776120000,"publish_date_local_time":1480776120000,"publish_date_localized":{"date":1480776120000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":false,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/244250/7-bold-ways-to-build-brand-personality","resolved_domain":"www.inboundmarketingagents.com","rss_body":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n\n

1. Personalize Your Social Media Interactions

\n

The average engagement rate for a brand on Facebook is just 2%. You can do better than that, and you will if you make an effort to act like a human every time you respond to comments on your company Facebook page. To calculate your brand's current social media engagement, use the simple formula below:

\n

(PWSP/Likes and Comments)*100 = Engagement.

\n

In this equation, \"PWSP\" is the number of people who saw the post, a metric built into Facebook business pages and secret groups. To further add a personalized touch, Vocus has recommended having your company's social media managers and other employees to respond to Twitter or Facebook queries and comments through their personal accounts.

\n

2. Be Visual at Least 1/3 of the Time

\n

Since the adoption of the Facebook timeline, the value of visual content has soared on the network. Experts estimate that including images, video or infographics with your text posts increases engagement by 35% or more. If you've taken the time to tailor your visual content in blog posts for Pinterest and Facebook, upload it separately with the link to stand out in your fan's feeds. Michael Matthews of Forbes recommends you include visual content on social media at least 1/3 of the time. 

\n

3. Don't Force Keywords Into Titles

\n

There are some low-hanging fruit among long tail key phrases that shouldn't be optimized. There's no way you can work certain bizarre phrases into your title and meta description without sounding incredibly unnatural, and Google hates contrived content

\n

Google's gotten pretty good at reading the context of keywords. There's a little-known advanced Google trick known as exact search. If you surround a word or phrase with quotation marks, as illustrated in the following, you'll only pull up content that's an exact match. Few people know the trick, and even fewer use it on a regular basis. It's better to edit a long tail key phrase to avoid writing a title that sounds computer-generated. 

\n

4. Boost Your \"About Us\" Page

\n

Make your company's about us page into a story that compels your buyer personas. There is a psychology behind storytelling, as stories activate parts of the brain that give us sensory experiences and influence the way we think. People want to hear storiesHere are some ways to make your \"about us\" page pop:

\n\n

5. Build Personal Relationships

\n

Connect with other bloggers as one way to organically generate high-visibility social media shares and back links to your content. Engage on social media and leave comments on their blog, but be sure to say something with a little more depth than \"Wow, great article.\" Ask questions, ask follow-up questions and build real friendships. Starting a weekly link-up post can be another way to expand your content and Twitter reach.

\n

6. Infuse Your Content With Humor

\n

Everyone loves to laugh, and as long as your social media posts and content marketing align with your buyer personas sense of humor, releasing content that's hilarious can only help. If you think I'm only referring to B2C marketers, think again. As long as your humor hits the mark with your personas and doesn't offend people, it's a welcome addition to your content marketing strategy.

\n

7. Admit Mistakes

\n

Did your company release a piece of content that fell flat and offended some people? Was there an issue with a large number of shipments? Don't hide your mistakes, no matter the size. Your social media accounts are a platform for communication with clients, even if they're not especially pleased with your company. While it's always wise to follow the cliché of \"don't feed the trolls,\" never delete or ignore comments from customers who are simply seeking resolution.

\n

Image Credit: freedigitalphotos.net/imagerymajestic

\n

 

\n

{{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n

 

\n

This post originally appeared in 2012 but has recently been updated to reflect current trends.

\n
","rss_summary":"
\n

Social Put a Face on Your Brand

\n

The typical digital user spends an average of 1 hour and 49 minutes a day on social media, according to Global Web Index. Your consumers want to digitally connect with your brand, but that doesn't mean they want to buy from a faceless, electronic corporation. Building brand personality and showcasing the people who make your company tick is essential, and it can be accomplished online. We've compiled 7 of the sharpest, new ways to build brand personality as part of your company's inbound marketing strategy:

\n
","rss_summary_featured_image":"http://cdn1.hubspot.com/hub/160334/file-49124278.jpg","site_id":0,"slug":"inbound-marketing-agents-blog/bid/244250/7-bold-ways-to-build-brand-personality","state":"PUBLISHED","subcategory":"legacy_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"7 Bold Ways to Build Brand Personality","topic_ids":[3737121905],"topic_list":[],"topic_names":[],"topics":[3737121905],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1490790831461,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/244250/7-bold-ways-to-build-brand-personality","use_featured_image":true,"views":0,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","cell":"false","cells":"[]","ending_html":"","height":327,"link":"","open_in_new_tab":"false","parent_widget_container":null,"root":"false","row":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg","starting_html":"","tag":"linked_image","type":"linked_image","width":1661,"wrapping_html":""},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"cell":"false","cells":"[]","ending_html":"","parent_widget_container":null,"root":"false","row":"false","starting_html":"","tag":"raw_html","type":"raw_html","value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/347828/11-totally-awesome-websites-to-source-free-images","allowed_slug_conflict":false,"analytics_page_id":"641786-347828","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"jbowers@inboundmarketingagents.com","author_at":1483653391575,"author_email":"jbowers@inboundmarketingagents.com","author_name":"Jessica Hopson","author_user_id":670585,"author_username":"jbowers@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1447895684425,"deleted_at":0,"display_name":"Jessica Bowers Hopson","email":"jbowers@inboundmarketingagents.com","facebook":"","full_name":"Jessica Bowers Hopson","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/00162c147d02d355a408990df3dd9614","has_social_profiles":false,"id":3607057177,"linkedin":"","portal_id":160334,"slug":"jessica-bowers-hopson","twitter":"","twitter_username":"","updated":1463421415488,"username":"jbowers@inboundmarketingagents.com","website":""},"blog_author_id":3607057177,"blog_post_author":{"avatar":"","bio":"","created":1447895684425,"deleted_at":0,"display_name":"Jessica Bowers Hopson","email":"jbowers@inboundmarketingagents.com","facebook":"","full_name":"Jessica Bowers Hopson","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/00162c147d02d355a408990df3dd9614","has_social_profiles":false,"id":3607057177,"linkedin":"","portal_id":160334,"slug":"jessica-bowers-hopson","twitter":"","twitter_username":"","updated":1463421415488,"username":"jbowers@inboundmarketingagents.com","website":""},"blog_publish_instant_email_retry_count":0,"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1402257417000,"created_time":1402257417000,"css":{},"css_text":"","ctas":{"d0a0af52-4559-44d4-b239-eec1d68dc093":{"full_html":"\n\n \n \n \"New\n \n \n \n\n\n","image_html":"\n\n \n \"New\n \n\n\n","image_src":"https://no-cache.hubspot.com/cta/default/160334/d0a0af52-4559-44d4-b239-eec1d68dc093.png","image_editor":"\n","image_email":"\n\n \n \"New\n \n\n\n","token":"{{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}","guid":null}},"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"http://cdn2.hubspot.net/hub/160334/file-661446748-jpg/IMA_Automation_Signature.jpg","featured_image_alt_text":"","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"footer_html":"","freeze_date":1479126720000,"has_user_changes":true,"head_html":"","html_title":"11 Totally Awesome Websites To Source FREE Images","id":3613994887,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"11 Totally Awesome Websites To Source FREE Images","legacy_blog_tabid":641786,"legacy_id":347828,"legacy_post_guid":"eedd4aac-a271-4839-b784-4cdbfd472597","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"page_expiry_redirect_url":null,"meta_keywords":"free images, content creation, inbound marketing, where do i find free images, content sources","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"page_expiry_redirect_id":null,"author_user_id":670585,"rss_email_by_text":"By","style_override_id":null,"preview_image_src":null,"page_redirected":null,"author_username":"jbowers@inboundmarketingagents.com","staged_from":null,"include_default_custom_css":null,"keywords":[],"campaign_name":null,"featured_image":"http://cdn2.hubspot.net/hub/160334/file-661446748-jpg/IMA_Automation_Signature.jpg","post_summary":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n

","has_user_changes":true,"attached_stylesheets":[],"unpublished_at":null,"author_email":"jbowers@inboundmarketingagents.com","last_edit_session_id":null,"topic_ids":[3737121905],"page_expiry_date":null,"rss_email_comment_text":"Comment »","blog_publish_instant_email_campaign_id":null,"rss_email_click_through_text":"Read more »","blog_publish_instant_email_retry_count":0,"personas":[],"css":{},"campaign_utm":null,"footer_html":"","meta_description":"Searching for free sources for visual content? We've got 11 sources waiting for you in this article straight from our content team.","performable_url":null,"scheduled_update_date":null,"cloned_from":null,"last_edit_update_id":null,"placement_guids":["d0a0af52-4559-44d4-b239-eec1d68dc093"],"css_text":"","legacy_blog_tabid":641786,"rss_summary":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n

","head_html":"","page_expiry_enabled":null,"enable_domain_stylesheets":true,"post_body":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n


\"Where do I find good images for my site?\"
The more we consult with clients, the more frequently we are asked about imagery to be used in blogs and on websites. Do any of these questions sound familiar?

\n

\"How can I make sure I don't get in trouble for the images I use?\"

\n

\"How much do I have to pay for images? Wait...I can download images for free?! Where?\"

\n

 

\n

It is really easy to open up your browser and do a Google image search, download, and then insert pictures into your content. However, this course of action can lead to major financial consequences when using copyright protected images in your blog, on your website, or in any content that you are creating.

\n

Before you get slapped with a hefty fine from Getty Images or a licensed sports team, make sure your visual content is being sourced appropriately. Understand the various types of Creative Commons licenses  and how to use them correctly. Some images require purchase and licensing where others may only require attribution.

\n

So where do you go on the web to get great images without it costing a fortune?

\n

Online Resources for Quality (Free) Visual Content

\n1.  Unsplash\n

For beautiful background imagery that appeals to a minimalist aesthetic, Unsplash is one of our newfound favorites. Whether you need technology images, holiday scenes or well-photographed landscapes, these high-resolution images will work perfectly in blog posts, web pages or landing pages. 

\n

\"Screen

\n2.  Free Digital Photos \n

Free Digital Photos is a go-to  visual content website for our content team, as the site offers a large inventory of free images that are easy to search by category and typically the use of the images only requires attribution to the photographer.

\n

\"free 

\n

\"Free

\n

3. Pixabay

\n

When you need beautiful images, well-crafted vector images or video content, Pixabay is a great resource. With over 460,000 free images and easy search functionality, this website curates stunning, royalty-free imagery from across the web for use in your content.

\n

\"pixabay\"

\n

 

\n

4.  IM Free 

\n

IM Free is awesome for curated images and templates that are all for commercial use. Organized by category, this site makes it easy to find exactly what you're looking for, no matter what industry you are in. 

\n

 

\n

\"IM

\n

 5.  Rgbstock

\n

Rgbstock requires registration, but they have a robust stock of images (not stock images) from both graphic artists and photographers. 

\n

 

\n

\"rgbstock

\n

 

\n

6.  Death To The Stock Photo

\n

Hate stock photos? So does Death to The Stock Photo! This site offers hi-res lifestyle photos on its website and through monthly email subscription. You do need to join, but it is worth it. Just enter your email address and let the beautiful images roll in!

\n

 

\n

\"Death

\n

 

\n

7.  PicJumbo

\n

PicJumbo may not have a search bar, but they do have a big inventory of all types of images to choose from free of charge and with no registration.  Like Death to the Stock Photo, this site delivers monthly packages to your inbox. 

\n

 

\n

\"PicJumbo\"

\n

 

\n

 

\n

 

\n

Photo Search Tools

\n

The websites listed below allow you to search through Flickr or public photos to easily locate images to use. Some allow free downloads and others are paid, but most will just require attribution for each image you use in your content.

\n

 

\n

8. Compfight

\n

Compfight uses API integration with Flickr to make it easy for you to search for usable images. They have an easy to use search bar to locate your images.

\n

 

\n

\"Compflight\"

\n

 

\n

9.  Creative Commons Search

\n

Creative Commons Search gives you access to multiple platforms to search for images from Google to Flickr and even additional media channels. This site it great if you have specific venues or areas to search.

\n

 

\n

\"Creative

\n

 

\n

10.  Google Advanced Image Search

\n

A hidden gem that many don’t know about, Google offers a custom search feature that you can use to locate free images.

\n

As you can see in the images below we have completed an image search for “HubSpot office pics”. Now all you need to do is click on “usage rights”.

\n

\"Google 

\n

Now you can select “Labeled for reuse with modification” as you can see below.  It is pretty obvious, but be sure not to use the images “labeled for noncommercial reuse” for your blog or website unless you have obtained written permission from the image owner.

\n

 

\n

\"HubSpot

\n

 

\n

11. Canva 

\n

Canva is not a resource for free images, but it does provide you with free images to use inside of their easy to use design platform and is another go-to for our social media and content team.

\n

We use Canva everyday in multiple departments to create social media graphics, blog images, graphics for CTAs, and even infographics.If you’re not proficient in Photoshop you need to add Canva to your design tool kit. Even if you are, Canva is way faster for content creators who are cranking out a lot of content. 

\n

\"Canva\"

\n

Now, Canva for Work makes it even easier for your team to collaborate on imagery for your website, allowing you to maintain branding standards by saving your logos, colors schemes, favorite images and preferred artwork.

\n

\"Canva 

\n

Now--go get creative! If we left out some of your favorite resources, send us a note and we'll continue to update this post with even more fan favorites. 

\n

 {{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n
","publish_immediately":false,"html_title":"11 Totally Awesome Websites To Source FREE Images","enable_layout_stylesheets":true,"blog_publish_to_social_media_task":"DONE","rss_email_image_max_width":0,"rss_body":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n


\"Where do I find good images for my site?\"
The more we consult with clients, the more frequently we are asked about imagery to be used in blogs and on websites. Do any of these questions sound familiar?

\n

\"How can I make sure I don't get in trouble for the images I use?\"

\n

\"How much do I have to pay for images? Wait...I can download images for free?! Where?\"

\n

 

\n

It is really easy to open up your browser and do a Google image search, download, and then insert pictures into your content. However, this course of action can lead to major financial consequences when using copyright protected images in your blog, on your website, or in any content that you are creating.

\n

Before you get slapped with a hefty fine from Getty Images or a licensed sports team, make sure your visual content is being sourced appropriately. Understand the various types of Creative Commons licenses  and how to use them correctly. Some images require purchase and licensing where others may only require attribution.

\n

So where do you go on the web to get great images without it costing a fortune?

\n

Online Resources for Quality (Free) Visual Content

\n1.  Unsplash\n

For beautiful background imagery that appeals to a minimalist aesthetic, Unsplash is one of our newfound favorites. Whether you need technology images, holiday scenes or well-photographed landscapes, these high-resolution images will work perfectly in blog posts, web pages or landing pages. 

\n

\"Screen

\n2.  Free Digital Photos \n

Free Digital Photos is a go-to  visual content website for our content team, as the site offers a large inventory of free images that are easy to search by category and typically the use of the images only requires attribution to the photographer.

\n

\"free 

\n

\"Free

\n

3. Pixabay

\n

When you need beautiful images, well-crafted vector images or video content, Pixabay is a great resource. With over 460,000 free images and easy search functionality, this website curates stunning, royalty-free imagery from across the web for use in your content.

\n

\"pixabay\"

\n

 

\n

4.  IM Free 

\n

IM Free is awesome for curated images and templates that are all for commercial use. Organized by category, this site makes it easy to find exactly what you're looking for, no matter what industry you are in. 

\n

 

\n

\"IM

\n

 5.  Rgbstock

\n

Rgbstock requires registration, but they have a robust stock of images (not stock images) from both graphic artists and photographers. 

\n

 

\n

\"rgbstock

\n

 

\n

6.  Death To The Stock Photo

\n

Hate stock photos? So does Death to The Stock Photo! This site offers hi-res lifestyle photos on its website and through monthly email subscription. You do need to join, but it is worth it. Just enter your email address and let the beautiful images roll in!

\n

 

\n

\"Death

\n

 

\n

7.  PicJumbo

\n

PicJumbo may not have a search bar, but they do have a big inventory of all types of images to choose from free of charge and with no registration.  Like Death to the Stock Photo, this site delivers monthly packages to your inbox. 

\n

 

\n

\"PicJumbo\"

\n

 

\n

 

\n

 

\n

Photo Search Tools

\n

The websites listed below allow you to search through Flickr or public photos to easily locate images to use. Some allow free downloads and others are paid, but most will just require attribution for each image you use in your content.

\n

 

\n

8. Compfight

\n

Compfight uses API integration with Flickr to make it easy for you to search for usable images. They have an easy to use search bar to locate your images.

\n

 

\n

\"Compflight\"

\n

 

\n

9.  Creative Commons Search

\n

Creative Commons Search gives you access to multiple platforms to search for images from Google to Flickr and even additional media channels. This site it great if you have specific venues or areas to search.

\n

 

\n

\"Creative

\n

 

\n

10.  Google Advanced Image Search

\n

A hidden gem that many don’t know about, Google offers a custom search feature that you can use to locate free images.

\n

As you can see in the images below we have completed an image search for “HubSpot office pics”. Now all you need to do is click on “usage rights”.

\n

\"Google 

\n

Now you can select “Labeled for reuse with modification” as you can see below.  It is pretty obvious, but be sure not to use the images “labeled for noncommercial reuse” for your blog or website unless you have obtained written permission from the image owner.

\n

 

\n

\"HubSpot

\n

 

\n

11. Canva 

\n

Canva is not a resource for free images, but it does provide you with free images to use inside of their easy to use design platform and is another go-to for our social media and content team.

\n

We use Canva everyday in multiple departments to create social media graphics, blog images, graphics for CTAs, and even infographics.If you’re not proficient in Photoshop you need to add Canva to your design tool kit. Even if you are, Canva is way faster for content creators who are cranking out a lot of content. 

\n

\"Canva\"

\n

Now, Canva for Work makes it even easier for your team to collaborate on imagery for your website, allowing you to maintain branding standards by saving your logos, colors schemes, favorite images and preferred artwork.

\n

\"Canva 

\n

Now--go get creative! If we left out some of your favorite resources, send us a note and we'll continue to update this post with even more fan favorites. 

\n

 {{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n
","blog_post_schedule_task_uid":null,"legacy_post_guid":"eedd4aac-a271-4839-b784-4cdbfd472597","featured_image_alt_text":""},"meta_description":"Searching for free sources for visual content? We've got 11 sources waiting for you in this article straight from our content team.","meta_keywords":"free images, content creation, inbound marketing, where do i find free images, content sources","name":"11 Totally Awesome Websites To Source FREE Images","page_redirected":false,"page_title":"11 Totally Awesome Websites To Source FREE Images","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"performable_guid":"","personas":[],"placement_guids":["d0a0af52-4559-44d4-b239-eec1d68dc093"],"portal_id":160334,"post_body":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n


\"Where do I find good images for my site?\"
The more we consult with clients, the more frequently we are asked about imagery to be used in blogs and on websites. Do any of these questions sound familiar?

\n

\"How can I make sure I don't get in trouble for the images I use?\"

\n

\"How much do I have to pay for images? Wait...I can download images for free?! Where?\"

\n

 

\n

It is really easy to open up your browser and do a Google image search, download, and then insert pictures into your content. However, this course of action can lead to major financial consequences when using copyright protected images in your blog, on your website, or in any content that you are creating.

\n

Before you get slapped with a hefty fine from Getty Images or a licensed sports team, make sure your visual content is being sourced appropriately. Understand the various types of Creative Commons licenses  and how to use them correctly. Some images require purchase and licensing where others may only require attribution.

\n

So where do you go on the web to get great images without it costing a fortune?

\n

Online Resources for Quality (Free) Visual Content

\n1.  Unsplash\n

For beautiful background imagery that appeals to a minimalist aesthetic, Unsplash is one of our newfound favorites. Whether you need technology images, holiday scenes or well-photographed landscapes, these high-resolution images will work perfectly in blog posts, web pages or landing pages. 

\n

\"Screen

\n2.  Free Digital Photos \n

Free Digital Photos is a go-to  visual content website for our content team, as the site offers a large inventory of free images that are easy to search by category and typically the use of the images only requires attribution to the photographer.

\n

\"free 

\n

\"Free

\n

3. Pixabay

\n

When you need beautiful images, well-crafted vector images or video content, Pixabay is a great resource. With over 460,000 free images and easy search functionality, this website curates stunning, royalty-free imagery from across the web for use in your content.

\n

\"pixabay\"

\n

 

\n

4.  IM Free 

\n

IM Free is awesome for curated images and templates that are all for commercial use. Organized by category, this site makes it easy to find exactly what you're looking for, no matter what industry you are in. 

\n

 

\n

\"IM

\n

 5.  Rgbstock

\n

Rgbstock requires registration, but they have a robust stock of images (not stock images) from both graphic artists and photographers. 

\n

 

\n

\"rgbstock

\n

 

\n

6.  Death To The Stock Photo

\n

Hate stock photos? So does Death to The Stock Photo! This site offers hi-res lifestyle photos on its website and through monthly email subscription. You do need to join, but it is worth it. Just enter your email address and let the beautiful images roll in!

\n

 

\n

\"Death

\n

 

\n

7.  PicJumbo

\n

PicJumbo may not have a search bar, but they do have a big inventory of all types of images to choose from free of charge and with no registration.  Like Death to the Stock Photo, this site delivers monthly packages to your inbox. 

\n

 

\n

\"PicJumbo\"

\n

 

\n

 

\n

 

\n

Photo Search Tools

\n

The websites listed below allow you to search through Flickr or public photos to easily locate images to use. Some allow free downloads and others are paid, but most will just require attribution for each image you use in your content.

\n

 

\n

8. Compfight

\n

Compfight uses API integration with Flickr to make it easy for you to search for usable images. They have an easy to use search bar to locate your images.

\n

 

\n

\"Compflight\"

\n

 

\n

9.  Creative Commons Search

\n

Creative Commons Search gives you access to multiple platforms to search for images from Google to Flickr and even additional media channels. This site it great if you have specific venues or areas to search.

\n

 

\n

\"Creative

\n

 

\n

10.  Google Advanced Image Search

\n

A hidden gem that many don’t know about, Google offers a custom search feature that you can use to locate free images.

\n

As you can see in the images below we have completed an image search for “HubSpot office pics”. Now all you need to do is click on “usage rights”.

\n

\"Google 

\n

Now you can select “Labeled for reuse with modification” as you can see below.  It is pretty obvious, but be sure not to use the images “labeled for noncommercial reuse” for your blog or website unless you have obtained written permission from the image owner.

\n

 

\n

\"HubSpot

\n

 

\n

11. Canva 

\n

Canva is not a resource for free images, but it does provide you with free images to use inside of their easy to use design platform and is another go-to for our social media and content team.

\n

We use Canva everyday in multiple departments to create social media graphics, blog images, graphics for CTAs, and even infographics.If you’re not proficient in Photoshop you need to add Canva to your design tool kit. Even if you are, Canva is way faster for content creators who are cranking out a lot of content. 

\n

\"Canva\"

\n

Now, Canva for Work makes it even easier for your team to collaborate on imagery for your website, allowing you to maintain branding standards by saving your logos, colors schemes, favorite images and preferred artwork.

\n

\"Canva 

\n

Now--go get creative! If we left out some of your favorite resources, send us a note and we'll continue to update this post with even more fan favorites. 

\n

 {{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n
","post_body_rss":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n


\"Where do I find good images for my site?\"
The more we consult with clients, the more frequently we are asked about imagery to be used in blogs and on websites. Do any of these questions sound familiar?

\n

\"How can I make sure I don't get in trouble for the images I use?\"

\n

\"How much do I have to pay for images? Wait...I can download images for free?! Where?\"

\n

 

\n

It is really easy to open up your browser and do a Google image search, download, and then insert pictures into your content. However, this course of action can lead to major financial consequences when using copyright protected images in your blog, on your website, or in any content that you are creating.

\n

Before you get slapped with a hefty fine from Getty Images or a licensed sports team, make sure your visual content is being sourced appropriately. Understand the various types of Creative Commons licenses  and how to use them correctly. Some images require purchase and licensing where others may only require attribution.

\n

So where do you go on the web to get great images without it costing a fortune?

\n

Online Resources for Quality (Free) Visual Content

\n1.  Unsplash\n

For beautiful background imagery that appeals to a minimalist aesthetic, Unsplash is one of our newfound favorites. Whether you need technology images, holiday scenes or well-photographed landscapes, these high-resolution images will work perfectly in blog posts, web pages or landing pages. 

\n

\"Screen

\n2.  Free Digital Photos \n

Free Digital Photos is a go-to  visual content website for our content team, as the site offers a large inventory of free images that are easy to search by category and typically the use of the images only requires attribution to the photographer.

\n

\"free 

\n

\"Free

\n

3. Pixabay

\n

When you need beautiful images, well-crafted vector images or video content, Pixabay is a great resource. With over 460,000 free images and easy search functionality, this website curates stunning, royalty-free imagery from across the web for use in your content.

\n

\"pixabay\"

\n

 

\n

4.  IM Free 

\n

IM Free is awesome for curated images and templates that are all for commercial use. Organized by category, this site makes it easy to find exactly what you're looking for, no matter what industry you are in. 

\n

 

\n

\"IM

\n

 5.  Rgbstock

\n

Rgbstock requires registration, but they have a robust stock of images (not stock images) from both graphic artists and photographers. 

\n

 

\n

\"rgbstock

\n

 

\n

6.  Death To The Stock Photo

\n

Hate stock photos? So does Death to The Stock Photo! This site offers hi-res lifestyle photos on its website and through monthly email subscription. You do need to join, but it is worth it. Just enter your email address and let the beautiful images roll in!

\n

 

\n

\"Death

\n

 

\n

7.  PicJumbo

\n

PicJumbo may not have a search bar, but they do have a big inventory of all types of images to choose from free of charge and with no registration.  Like Death to the Stock Photo, this site delivers monthly packages to your inbox. 

\n

 

\n

\"PicJumbo\"

\n

 

\n

 

\n

 

\n

Photo Search Tools

\n

The websites listed below allow you to search through Flickr or public photos to easily locate images to use. Some allow free downloads and others are paid, but most will just require attribution for each image you use in your content.

\n

 

\n

8. Compfight

\n

Compfight uses API integration with Flickr to make it easy for you to search for usable images. They have an easy to use search bar to locate your images.

\n

 

\n

\"Compflight\"

\n

 

\n

9.  Creative Commons Search

\n

Creative Commons Search gives you access to multiple platforms to search for images from Google to Flickr and even additional media channels. This site it great if you have specific venues or areas to search.

\n

 

\n

\"Creative

\n

 

\n

10.  Google Advanced Image Search

\n

A hidden gem that many don’t know about, Google offers a custom search feature that you can use to locate free images.

\n

As you can see in the images below we have completed an image search for “HubSpot office pics”. Now all you need to do is click on “usage rights”.

\n

\"Google 

\n

Now you can select “Labeled for reuse with modification” as you can see below.  It is pretty obvious, but be sure not to use the images “labeled for noncommercial reuse” for your blog or website unless you have obtained written permission from the image owner.

\n

 

\n

\"HubSpot

\n

 

\n

11. Canva 

\n

Canva is not a resource for free images, but it does provide you with free images to use inside of their easy to use design platform and is another go-to for our social media and content team.

\n

We use Canva everyday in multiple departments to create social media graphics, blog images, graphics for CTAs, and even infographics.If you’re not proficient in Photoshop you need to add Canva to your design tool kit. Even if you are, Canva is way faster for content creators who are cranking out a lot of content. 

\n

\"Canva\"

\n

Now, Canva for Work makes it even easier for your team to collaborate on imagery for your website, allowing you to maintain branding standards by saving your logos, colors schemes, favorite images and preferred artwork.

\n

\"Canva 

\n

Now--go get creative! If we left out some of your favorite resources, send us a note and we'll continue to update this post with even more fan favorites. 

\n

 {{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n
","post_email_content":"\n \n \n
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n

\n
\n \n","post_email_summary_featured_image":"http://cdn2.hubspot.net/hub/160334/file-661446748-jpg/IMA_Automation_Signature.jpg","post_featured_image_if_enabled":"http://cdn2.hubspot.net/hub/160334/file-661446748-jpg/IMA_Automation_Signature.jpg","post_list_content":"\n \n \n
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n

\n
\n \n","post_list_summary_featured_image":"http://cdn2.hubspot.net/hub/160334/file-661446748-jpg/IMA_Automation_Signature.jpg","post_rss_content":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n


\"Where do I find good images for my site?\"
The more we consult with clients, the more frequently we are asked about imagery to be used in blogs and on websites. Do any of these questions sound familiar?

\n

\"How can I make sure I don't get in trouble for the images I use?\"

\n

\"How much do I have to pay for images? Wait...I can download images for free?! Where?\"

\n

 

\n

It is really easy to open up your browser and do a Google image search, download, and then insert pictures into your content. However, this course of action can lead to major financial consequences when using copyright protected images in your blog, on your website, or in any content that you are creating.

\n

Before you get slapped with a hefty fine from Getty Images or a licensed sports team, make sure your visual content is being sourced appropriately. Understand the various types of Creative Commons licenses  and how to use them correctly. Some images require purchase and licensing where others may only require attribution.

\n

So where do you go on the web to get great images without it costing a fortune?

\n

Online Resources for Quality (Free) Visual Content

\n1.  Unsplash\n

For beautiful background imagery that appeals to a minimalist aesthetic, Unsplash is one of our newfound favorites. Whether you need technology images, holiday scenes or well-photographed landscapes, these high-resolution images will work perfectly in blog posts, web pages or landing pages. 

\n

\"Screen

\n2.  Free Digital Photos \n

Free Digital Photos is a go-to  visual content website for our content team, as the site offers a large inventory of free images that are easy to search by category and typically the use of the images only requires attribution to the photographer.

\n

\"free 

\n

\"Free

\n

3. Pixabay

\n

When you need beautiful images, well-crafted vector images or video content, Pixabay is a great resource. With over 460,000 free images and easy search functionality, this website curates stunning, royalty-free imagery from across the web for use in your content.

\n

\"pixabay\"

\n

 

\n

4.  IM Free 

\n

IM Free is awesome for curated images and templates that are all for commercial use. Organized by category, this site makes it easy to find exactly what you're looking for, no matter what industry you are in. 

\n

 

\n

\"IM

\n

 5.  Rgbstock

\n

Rgbstock requires registration, but they have a robust stock of images (not stock images) from both graphic artists and photographers. 

\n

 

\n

\"rgbstock

\n

 

\n

6.  Death To The Stock Photo

\n

Hate stock photos? So does Death to The Stock Photo! This site offers hi-res lifestyle photos on its website and through monthly email subscription. You do need to join, but it is worth it. Just enter your email address and let the beautiful images roll in!

\n

 

\n

\"Death

\n

 

\n

7.  PicJumbo

\n

PicJumbo may not have a search bar, but they do have a big inventory of all types of images to choose from free of charge and with no registration.  Like Death to the Stock Photo, this site delivers monthly packages to your inbox. 

\n

 

\n

\"PicJumbo\"

\n

 

\n

 

\n

 

\n

Photo Search Tools

\n

The websites listed below allow you to search through Flickr or public photos to easily locate images to use. Some allow free downloads and others are paid, but most will just require attribution for each image you use in your content.

\n

 

\n

8. Compfight

\n

Compfight uses API integration with Flickr to make it easy for you to search for usable images. They have an easy to use search bar to locate your images.

\n

 

\n

\"Compflight\"

\n

 

\n

9.  Creative Commons Search

\n

Creative Commons Search gives you access to multiple platforms to search for images from Google to Flickr and even additional media channels. This site it great if you have specific venues or areas to search.

\n

 

\n

\"Creative

\n

 

\n

10.  Google Advanced Image Search

\n

A hidden gem that many don’t know about, Google offers a custom search feature that you can use to locate free images.

\n

As you can see in the images below we have completed an image search for “HubSpot office pics”. Now all you need to do is click on “usage rights”.

\n

\"Google 

\n

Now you can select “Labeled for reuse with modification” as you can see below.  It is pretty obvious, but be sure not to use the images “labeled for noncommercial reuse” for your blog or website unless you have obtained written permission from the image owner.

\n

 

\n

\"HubSpot

\n

 

\n

11. Canva 

\n

Canva is not a resource for free images, but it does provide you with free images to use inside of their easy to use design platform and is another go-to for our social media and content team.

\n

We use Canva everyday in multiple departments to create social media graphics, blog images, graphics for CTAs, and even infographics.If you’re not proficient in Photoshop you need to add Canva to your design tool kit. Even if you are, Canva is way faster for content creators who are cranking out a lot of content. 

\n

\"Canva\"

\n

Now, Canva for Work makes it even easier for your team to collaborate on imagery for your website, allowing you to maintain branding standards by saving your logos, colors schemes, favorite images and preferred artwork.

\n

\"Canva 

\n

Now--go get creative! If we left out some of your favorite resources, send us a note and we'll continue to update this post with even more fan favorites. 

\n

 {{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n
","post_rss_summary_featured_image":"","post_summary":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n

","post_summary_rss":"\n \n \n
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n

\n
\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"YTPodjMs","processing_status":"PUBLISHED","publish_date":1479126720000,"publish_date_local_time":1479126720000,"publish_date_localized":{"date":1479126720000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":false,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/347828/11-totally-awesome-websites-to-source-free-images","resolved_domain":"www.inboundmarketingagents.com","rss_body":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n


\"Where do I find good images for my site?\"
The more we consult with clients, the more frequently we are asked about imagery to be used in blogs and on websites. Do any of these questions sound familiar?

\n

\"How can I make sure I don't get in trouble for the images I use?\"

\n

\"How much do I have to pay for images? Wait...I can download images for free?! Where?\"

\n

 

\n

It is really easy to open up your browser and do a Google image search, download, and then insert pictures into your content. However, this course of action can lead to major financial consequences when using copyright protected images in your blog, on your website, or in any content that you are creating.

\n

Before you get slapped with a hefty fine from Getty Images or a licensed sports team, make sure your visual content is being sourced appropriately. Understand the various types of Creative Commons licenses  and how to use them correctly. Some images require purchase and licensing where others may only require attribution.

\n

So where do you go on the web to get great images without it costing a fortune?

\n

Online Resources for Quality (Free) Visual Content

\n1.  Unsplash\n

For beautiful background imagery that appeals to a minimalist aesthetic, Unsplash is one of our newfound favorites. Whether you need technology images, holiday scenes or well-photographed landscapes, these high-resolution images will work perfectly in blog posts, web pages or landing pages. 

\n

\"Screen

\n2.  Free Digital Photos \n

Free Digital Photos is a go-to  visual content website for our content team, as the site offers a large inventory of free images that are easy to search by category and typically the use of the images only requires attribution to the photographer.

\n

\"free 

\n

\"Free

\n

3. Pixabay

\n

When you need beautiful images, well-crafted vector images or video content, Pixabay is a great resource. With over 460,000 free images and easy search functionality, this website curates stunning, royalty-free imagery from across the web for use in your content.

\n

\"pixabay\"

\n

 

\n

4.  IM Free 

\n

IM Free is awesome for curated images and templates that are all for commercial use. Organized by category, this site makes it easy to find exactly what you're looking for, no matter what industry you are in. 

\n

 

\n

\"IM

\n

 5.  Rgbstock

\n

Rgbstock requires registration, but they have a robust stock of images (not stock images) from both graphic artists and photographers. 

\n

 

\n

\"rgbstock

\n

 

\n

6.  Death To The Stock Photo

\n

Hate stock photos? So does Death to The Stock Photo! This site offers hi-res lifestyle photos on its website and through monthly email subscription. You do need to join, but it is worth it. Just enter your email address and let the beautiful images roll in!

\n

 

\n

\"Death

\n

 

\n

7.  PicJumbo

\n

PicJumbo may not have a search bar, but they do have a big inventory of all types of images to choose from free of charge and with no registration.  Like Death to the Stock Photo, this site delivers monthly packages to your inbox. 

\n

 

\n

\"PicJumbo\"

\n

 

\n

 

\n

 

\n

Photo Search Tools

\n

The websites listed below allow you to search through Flickr or public photos to easily locate images to use. Some allow free downloads and others are paid, but most will just require attribution for each image you use in your content.

\n

 

\n

8. Compfight

\n

Compfight uses API integration with Flickr to make it easy for you to search for usable images. They have an easy to use search bar to locate your images.

\n

 

\n

\"Compflight\"

\n

 

\n

9.  Creative Commons Search

\n

Creative Commons Search gives you access to multiple platforms to search for images from Google to Flickr and even additional media channels. This site it great if you have specific venues or areas to search.

\n

 

\n

\"Creative

\n

 

\n

10.  Google Advanced Image Search

\n

A hidden gem that many don’t know about, Google offers a custom search feature that you can use to locate free images.

\n

As you can see in the images below we have completed an image search for “HubSpot office pics”. Now all you need to do is click on “usage rights”.

\n

\"Google 

\n

Now you can select “Labeled for reuse with modification” as you can see below.  It is pretty obvious, but be sure not to use the images “labeled for noncommercial reuse” for your blog or website unless you have obtained written permission from the image owner.

\n

 

\n

\"HubSpot

\n

 

\n

11. Canva 

\n

Canva is not a resource for free images, but it does provide you with free images to use inside of their easy to use design platform and is another go-to for our social media and content team.

\n

We use Canva everyday in multiple departments to create social media graphics, blog images, graphics for CTAs, and even infographics.If you’re not proficient in Photoshop you need to add Canva to your design tool kit. Even if you are, Canva is way faster for content creators who are cranking out a lot of content. 

\n

\"Canva\"

\n

Now, Canva for Work makes it even easier for your team to collaborate on imagery for your website, allowing you to maintain branding standards by saving your logos, colors schemes, favorite images and preferred artwork.

\n

\"Canva 

\n

Now--go get creative! If we left out some of your favorite resources, send us a note and we'll continue to update this post with even more fan favorites. 

\n

 {{cta('d0a0af52-4559-44d4-b239-eec1d68dc093')}}

\n
","rss_summary":"
\n

Old Favorites and New Resources for Imagery

\n

This is one of our most popular posts, originally published in June 2014. We'd updated to offer some new sources.

\n

","rss_summary_featured_image":"http://cdn2.hubspot.net/hub/160334/file-661446748-jpg/IMA_Automation_Signature.jpg","site_id":0,"slug":"inbound-marketing-agents-blog/bid/347828/11-totally-awesome-websites-to-source-free-images","state":"PUBLISHED","subcategory":"legacy_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"11 Totally Awesome Websites To Source FREE Images","topic_ids":[3737121905],"topic_list":[],"topic_names":[],"topics":[3737121905],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1483653391575,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/347828/11-totally-awesome-websites-to-source-free-images","use_featured_image":true,"views":0,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","cell":"false","cells":"[]","ending_html":"","height":327,"link":"","open_in_new_tab":"false","parent_widget_container":null,"root":"false","row":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg","starting_html":"","tag":"linked_image","type":"linked_image","width":1661,"wrapping_html":""},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"cell":"false","cells":"[]","ending_html":"","parent_widget_container":null,"root":"false","row":"false","starting_html":"","tag":"raw_html","type":"raw_html","value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/you-can-do-it-a-digital-marketing-pep-talk","allowed_slug_conflict":false,"analytics_page_id":"4386654345","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"jbowers@inboundmarketingagents.com","author_at":1483652598999,"author_email":"jbowers@inboundmarketingagents.com","author_name":"Jessica Hopson","author_user_id":670585,"author_username":"jbowers@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1370022420000,"deleted_at":0,"display_name":"Bill Faeth","email":"bill@inboundmarketingagents.com","facebook":"","full_name":"Bill Faeth","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/05584e7621b153f5b0f300a4d12eb3a8","has_social_profiles":false,"id":55158344,"linkedin":"","portal_id":160334,"slug":"bill-faeth","twitter":"","twitter_username":"","updated":1370022420000,"user_id":325352,"username":"bill@inboundmarketingagents.com","website":""},"blog_author_id":55158344,"blog_post_author":{"avatar":"","bio":"","created":1370022420000,"deleted_at":0,"display_name":"Bill Faeth","email":"bill@inboundmarketingagents.com","facebook":"","full_name":"Bill Faeth","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/05584e7621b153f5b0f300a4d12eb3a8","has_social_profiles":false,"id":55158344,"linkedin":"","portal_id":160334,"slug":"bill-faeth","twitter":"","twitter_username":"","updated":1370022420000,"user_id":325352,"username":"bill@inboundmarketingagents.com","website":""},"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1467209162000,"created_time":1467209162000,"css":{},"css_text":"","ctas":{"36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe":{"full_html":"\n\n \n \n \"Visit\n \n \n \n\n\n","image_html":"\n\n \n \"Visit\n \n\n\n","image_src":"https://no-cache.hubspot.com/cta/default/160334/36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe.png","image_editor":"\n","image_email":"\n\n \n \"Visit\n \n\n\n","token":"{{cta('36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe')}}","guid":null}},"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"http://cdn2.hubspot.net/hubfs/160334/digital_marketing.jpg","featured_image_alt_text":"digital_marketing.jpg","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"freeze_date":1478536260000,"has_user_changes":true,"html_title":"You Can Do It: A Digital Marketing Pep Talk","id":4386654345,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"You Can Do It: A Digital Marketing Pep Talk","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"has_user_changes":true,"author_username":"jbowers@inboundmarketingagents.com","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"topic_ids":[3737121905],"last_edit_update_id":null,"author_user_id":670585,"rss_summary":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

","last_edit_session_id":null,"keywords":[],"campaign_name":null,"featured_image":"http://cdn2.hubspot.net/hubfs/160334/digital_marketing.jpg","post_summary":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

","meta_description":"Think your company is immune from the power of digital marketing? Think again! IMA gives you the digital marketing pep talk you need to get in the game. ","html_title":"You Can Do It: A Digital Marketing Pep Talk","post_body":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

\n

I have just one thing to say: you’re wrong! (Which I, of course, mean in the nicest way possible).

\n

Digital marketing isn’t one size fits all; that’s the beauty of it. It can be adapted to fit your team’s needs and goals as well as the industry you’re operating in. So, to put your doubts to rest, I’m exposing the top five reasons marketers talk themselves out of embracing digital

\n

1. My competition isn’t online, so I don’t need to be either

\n

If your competition isn’t online yet, they will be, and if you’ don’t beat them to it, you’ll be left in the dust. Don’t settle for what your competitors are or are not doing. Take it upon yourself to be a leader in your industry. (Same goes for social media!).

\n

2. My industry isn’t {fill in the blank} enough for digital

\n

Cool, fun, young, you name the adjective, we’ve heard it...and it’s not true! Digital marketing techniques can be adapted to accommodate all markets and messages. You just have to take the time to identify who you’re selling to and where they're at online.

\n

3. My team doesn’t have time to blog. Every. Single. Day.

\n

I’m going to say something that will make content marketers cry—you don’t need to blog every single day!

\n

You should be blogging consistently and pushing out content to your audience, though.

\n

However, it can’t just be any content. It needs to provide value.

\n

If you don’t have valuable content to offer your audience every single day, then don’t. Scale back. There’s no faster way to lose your audience than to inundate them with information that isn’t relevant or valuable to them.

\n

4. My company doesn’t have the budget for digital

\n

People hear digital and think dollars. But that’s not always the case.

\n

There are definitely ways to take advantage of digital marketing techniques on a shoe-string budget. Don’t have the capital to spend on a big Google Ad Words Campaign? That’s ok, you can spend dollarsliterally dollars—a day on a Facebook campaign and see solid ROI.

\n

5. My team doesn’t need a digital marketing strategy

\n

A little social here, a couple of emails there, plus and website and boom! That’s all the digital marketing you need, right? Wrong!

\n

Your digital marketing efforts need to work holistically and in tandem with each other. Otherwise you’ll be investing your time in the wrong places and getting little in return.

\n

Like most worthwhile things in life, digital marketing isn’t an instant fix.

\n

It isn’t set it and forget it, then sit back and watch the leads flow in. It does take time and effort, but if done right, it will be worth all you put into it and more.

\n

Don’t get left behind—it’s time to get on board with the digital movement.

\n

Still need help getting started with digital marketing? See what the Inbound Marketing Agents can do for you!

\n

{{cta('36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe')}}

\n

 

\n

This post originally appeared on this blog in June 2016, but it has been updated to reflect some important content changes.

","publish_immediately":false,"author_email":"jbowers@inboundmarketingagents.com","blog_publish_to_social_media_task":"DONE","rss_body":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

\n

I have just one thing to say: you’re wrong! (Which I, of course, mean in the nicest way possible).

\n

Digital marketing isn’t one size fits all; that’s the beauty of it. It can be adapted to fit your team’s needs and goals as well as the industry you’re operating in. So, to put your doubts to rest, I’m exposing the top five reasons marketers talk themselves out of embracing digital

\n

1. My competition isn’t online, so I don’t need to be either

\n

If your competition isn’t online yet, they will be, and if you’ don’t beat them to it, you’ll be left in the dust. Don’t settle for what your competitors are or are not doing. Take it upon yourself to be a leader in your industry. (Same goes for social media!).

\n

2. My industry isn’t {fill in the blank} enough for digital

\n

Cool, fun, young, you name the adjective, we’ve heard it...and it’s not true! Digital marketing techniques can be adapted to accommodate all markets and messages. You just have to take the time to identify who you’re selling to and where they're at online.

\n

3. My team doesn’t have time to blog. Every. Single. Day.

\n

I’m going to say something that will make content marketers cry—you don’t need to blog every single day!

\n

You should be blogging consistently and pushing out content to your audience, though.

\n

However, it can’t just be any content. It needs to provide value.

\n

If you don’t have valuable content to offer your audience every single day, then don’t. Scale back. There’s no faster way to lose your audience than to inundate them with information that isn’t relevant or valuable to them.

\n

4. My company doesn’t have the budget for digital

\n

People hear digital and think dollars. But that’s not always the case.

\n

There are definitely ways to take advantage of digital marketing techniques on a shoe-string budget. Don’t have the capital to spend on a big Google Ad Words Campaign? That’s ok, you can spend dollarsliterally dollars—a day on a Facebook campaign and see solid ROI.

\n

5. My team doesn’t need a digital marketing strategy

\n

A little social here, a couple of emails there, plus and website and boom! That’s all the digital marketing you need, right? Wrong!

\n

Your digital marketing efforts need to work holistically and in tandem with each other. Otherwise you’ll be investing your time in the wrong places and getting little in return.

\n

Like most worthwhile things in life, digital marketing isn’t an instant fix.

\n

It isn’t set it and forget it, then sit back and watch the leads flow in. It does take time and effort, but if done right, it will be worth all you put into it and more.

\n

Don’t get left behind—it’s time to get on board with the digital movement.

\n

Still need help getting started with digital marketing? See what the Inbound Marketing Agents can do for you!

\n

{{cta('36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe')}}

\n

 

\n

This post originally appeared on this blog in June 2016, but it has been updated to reflect some important content changes.

","featured_image_alt_text":"digital_marketing.jpg","campaign_utm":null,"placement_guids":["36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe"],"css":{},"css_text":"","blog_post_schedule_task_uid":null},"meta_description":"Think your company is immune from the power of digital marketing? Think again! IMA gives you the digital marketing pep talk you need to get in the game. ","name":"You Can Do It: A Digital Marketing Pep Talk","page_redirected":false,"page_title":"You Can Do It: A Digital Marketing Pep Talk","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"personas":[],"placement_guids":["36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe"],"portal_id":160334,"post_body":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

\n

I have just one thing to say: you’re wrong! (Which I, of course, mean in the nicest way possible).

\n

Digital marketing isn’t one size fits all; that’s the beauty of it. It can be adapted to fit your team’s needs and goals as well as the industry you’re operating in. So, to put your doubts to rest, I’m exposing the top five reasons marketers talk themselves out of embracing digital

\n

1. My competition isn’t online, so I don’t need to be either

\n

If your competition isn’t online yet, they will be, and if you’ don’t beat them to it, you’ll be left in the dust. Don’t settle for what your competitors are or are not doing. Take it upon yourself to be a leader in your industry. (Same goes for social media!).

\n

2. My industry isn’t {fill in the blank} enough for digital

\n

Cool, fun, young, you name the adjective, we’ve heard it...and it’s not true! Digital marketing techniques can be adapted to accommodate all markets and messages. You just have to take the time to identify who you’re selling to and where they're at online.

\n

3. My team doesn’t have time to blog. Every. Single. Day.

\n

I’m going to say something that will make content marketers cry—you don’t need to blog every single day!

\n

You should be blogging consistently and pushing out content to your audience, though.

\n

However, it can’t just be any content. It needs to provide value.

\n

If you don’t have valuable content to offer your audience every single day, then don’t. Scale back. There’s no faster way to lose your audience than to inundate them with information that isn’t relevant or valuable to them.

\n

4. My company doesn’t have the budget for digital

\n

People hear digital and think dollars. But that’s not always the case.

\n

There are definitely ways to take advantage of digital marketing techniques on a shoe-string budget. Don’t have the capital to spend on a big Google Ad Words Campaign? That’s ok, you can spend dollarsliterally dollars—a day on a Facebook campaign and see solid ROI.

\n

5. My team doesn’t need a digital marketing strategy

\n

A little social here, a couple of emails there, plus and website and boom! That’s all the digital marketing you need, right? Wrong!

\n

Your digital marketing efforts need to work holistically and in tandem with each other. Otherwise you’ll be investing your time in the wrong places and getting little in return.

\n

Like most worthwhile things in life, digital marketing isn’t an instant fix.

\n

It isn’t set it and forget it, then sit back and watch the leads flow in. It does take time and effort, but if done right, it will be worth all you put into it and more.

\n

Don’t get left behind—it’s time to get on board with the digital movement.

\n

Still need help getting started with digital marketing? See what the Inbound Marketing Agents can do for you!

\n

{{cta('36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe')}}

\n

 

\n

This post originally appeared on this blog in June 2016, but it has been updated to reflect some important content changes.

","post_body_rss":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

\n

I have just one thing to say: you’re wrong! (Which I, of course, mean in the nicest way possible).

\n

Digital marketing isn’t one size fits all; that’s the beauty of it. It can be adapted to fit your team’s needs and goals as well as the industry you’re operating in. So, to put your doubts to rest, I’m exposing the top five reasons marketers talk themselves out of embracing digital

\n

1. My competition isn’t online, so I don’t need to be either

\n

If your competition isn’t online yet, they will be, and if you’ don’t beat them to it, you’ll be left in the dust. Don’t settle for what your competitors are or are not doing. Take it upon yourself to be a leader in your industry. (Same goes for social media!).

\n

2. My industry isn’t {fill in the blank} enough for digital

\n

Cool, fun, young, you name the adjective, we’ve heard it...and it’s not true! Digital marketing techniques can be adapted to accommodate all markets and messages. You just have to take the time to identify who you’re selling to and where they're at online.

\n

3. My team doesn’t have time to blog. Every. Single. Day.

\n

I’m going to say something that will make content marketers cry—you don’t need to blog every single day!

\n

You should be blogging consistently and pushing out content to your audience, though.

\n

However, it can’t just be any content. It needs to provide value.

\n

If you don’t have valuable content to offer your audience every single day, then don’t. Scale back. There’s no faster way to lose your audience than to inundate them with information that isn’t relevant or valuable to them.

\n

4. My company doesn’t have the budget for digital

\n

People hear digital and think dollars. But that’s not always the case.

\n

There are definitely ways to take advantage of digital marketing techniques on a shoe-string budget. Don’t have the capital to spend on a big Google Ad Words Campaign? That’s ok, you can spend dollarsliterally dollars—a day on a Facebook campaign and see solid ROI.

\n

5. My team doesn’t need a digital marketing strategy

\n

A little social here, a couple of emails there, plus and website and boom! That’s all the digital marketing you need, right? Wrong!

\n

Your digital marketing efforts need to work holistically and in tandem with each other. Otherwise you’ll be investing your time in the wrong places and getting little in return.

\n

Like most worthwhile things in life, digital marketing isn’t an instant fix.

\n

It isn’t set it and forget it, then sit back and watch the leads flow in. It does take time and effort, but if done right, it will be worth all you put into it and more.

\n

Don’t get left behind—it’s time to get on board with the digital movement.

\n

Still need help getting started with digital marketing? See what the Inbound Marketing Agents can do for you!

\n

{{cta('36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe')}}

\n

 

\n

This post originally appeared on this blog in June 2016, but it has been updated to reflect some important content changes.

","post_email_content":"\n \n \n

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n \n","post_email_summary_featured_image":"http://cdn2.hubspot.net/hubfs/160334/digital_marketing.jpg","post_featured_image_if_enabled":"http://cdn2.hubspot.net/hubfs/160334/digital_marketing.jpg","post_list_content":"\n \n \n

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n \n","post_list_summary_featured_image":"http://cdn2.hubspot.net/hubfs/160334/digital_marketing.jpg","post_rss_content":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

\n

I have just one thing to say: you’re wrong! (Which I, of course, mean in the nicest way possible).

\n

Digital marketing isn’t one size fits all; that’s the beauty of it. It can be adapted to fit your team’s needs and goals as well as the industry you’re operating in. So, to put your doubts to rest, I’m exposing the top five reasons marketers talk themselves out of embracing digital

\n

1. My competition isn’t online, so I don’t need to be either

\n

If your competition isn’t online yet, they will be, and if you’ don’t beat them to it, you’ll be left in the dust. Don’t settle for what your competitors are or are not doing. Take it upon yourself to be a leader in your industry. (Same goes for social media!).

\n

2. My industry isn’t {fill in the blank} enough for digital

\n

Cool, fun, young, you name the adjective, we’ve heard it...and it’s not true! Digital marketing techniques can be adapted to accommodate all markets and messages. You just have to take the time to identify who you’re selling to and where they're at online.

\n

3. My team doesn’t have time to blog. Every. Single. Day.

\n

I’m going to say something that will make content marketers cry—you don’t need to blog every single day!

\n

You should be blogging consistently and pushing out content to your audience, though.

\n

However, it can’t just be any content. It needs to provide value.

\n

If you don’t have valuable content to offer your audience every single day, then don’t. Scale back. There’s no faster way to lose your audience than to inundate them with information that isn’t relevant or valuable to them.

\n

4. My company doesn’t have the budget for digital

\n

People hear digital and think dollars. But that’s not always the case.

\n

There are definitely ways to take advantage of digital marketing techniques on a shoe-string budget. Don’t have the capital to spend on a big Google Ad Words Campaign? That’s ok, you can spend dollarsliterally dollars—a day on a Facebook campaign and see solid ROI.

\n

5. My team doesn’t need a digital marketing strategy

\n

A little social here, a couple of emails there, plus and website and boom! That’s all the digital marketing you need, right? Wrong!

\n

Your digital marketing efforts need to work holistically and in tandem with each other. Otherwise you’ll be investing your time in the wrong places and getting little in return.

\n

Like most worthwhile things in life, digital marketing isn’t an instant fix.

\n

It isn’t set it and forget it, then sit back and watch the leads flow in. It does take time and effort, but if done right, it will be worth all you put into it and more.

\n

Don’t get left behind—it’s time to get on board with the digital movement.

\n

Still need help getting started with digital marketing? See what the Inbound Marketing Agents can do for you!

\n

{{cta('36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe')}}

\n

 

\n

This post originally appeared on this blog in June 2016, but it has been updated to reflect some important content changes.

","post_rss_summary_featured_image":"","post_summary":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

","post_summary_rss":"\n \n \n

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"EclCHfyK","processing_status":"PUBLISHED","publish_date":1478536260000,"publish_date_local_time":1478536260000,"publish_date_localized":{"date":1478536260000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":false,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/you-can-do-it-a-digital-marketing-pep-talk","resolved_domain":"www.inboundmarketingagents.com","rss_body":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

\n

I have just one thing to say: you’re wrong! (Which I, of course, mean in the nicest way possible).

\n

Digital marketing isn’t one size fits all; that’s the beauty of it. It can be adapted to fit your team’s needs and goals as well as the industry you’re operating in. So, to put your doubts to rest, I’m exposing the top five reasons marketers talk themselves out of embracing digital

\n

1. My competition isn’t online, so I don’t need to be either

\n

If your competition isn’t online yet, they will be, and if you’ don’t beat them to it, you’ll be left in the dust. Don’t settle for what your competitors are or are not doing. Take it upon yourself to be a leader in your industry. (Same goes for social media!).

\n

2. My industry isn’t {fill in the blank} enough for digital

\n

Cool, fun, young, you name the adjective, we’ve heard it...and it’s not true! Digital marketing techniques can be adapted to accommodate all markets and messages. You just have to take the time to identify who you’re selling to and where they're at online.

\n

3. My team doesn’t have time to blog. Every. Single. Day.

\n

I’m going to say something that will make content marketers cry—you don’t need to blog every single day!

\n

You should be blogging consistently and pushing out content to your audience, though.

\n

However, it can’t just be any content. It needs to provide value.

\n

If you don’t have valuable content to offer your audience every single day, then don’t. Scale back. There’s no faster way to lose your audience than to inundate them with information that isn’t relevant or valuable to them.

\n

4. My company doesn’t have the budget for digital

\n

People hear digital and think dollars. But that’s not always the case.

\n

There are definitely ways to take advantage of digital marketing techniques on a shoe-string budget. Don’t have the capital to spend on a big Google Ad Words Campaign? That’s ok, you can spend dollarsliterally dollars—a day on a Facebook campaign and see solid ROI.

\n

5. My team doesn’t need a digital marketing strategy

\n

A little social here, a couple of emails there, plus and website and boom! That’s all the digital marketing you need, right? Wrong!

\n

Your digital marketing efforts need to work holistically and in tandem with each other. Otherwise you’ll be investing your time in the wrong places and getting little in return.

\n

Like most worthwhile things in life, digital marketing isn’t an instant fix.

\n

It isn’t set it and forget it, then sit back and watch the leads flow in. It does take time and effort, but if done right, it will be worth all you put into it and more.

\n

Don’t get left behind—it’s time to get on board with the digital movement.

\n

Still need help getting started with digital marketing? See what the Inbound Marketing Agents can do for you!

\n

{{cta('36beeb2c-0f7f-4e04-8a56-1ddb4cadcefe')}}

\n

 

\n

This post originally appeared on this blog in June 2016, but it has been updated to reflect some important content changes.

","rss_summary":"

 Are you on the fence about digital marketing? Is it right for you? For your company?

\n

As an account manager, I hear clients talk themselves out of digital marketing all the time. Their reasons run the gamut, from cost prohibition to time constraints.

\n

","rss_summary_featured_image":"http://cdn2.hubspot.net/hubfs/160334/digital_marketing.jpg","slug":"inbound-marketing-agents-blog/you-can-do-it-a-digital-marketing-pep-talk","state":"PUBLISHED","subcategory":"normal_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"You Can Do It: A Digital Marketing Pep Talk","topic_ids":[3737121905],"topic_list":[],"topic_names":[],"topics":[3737121905],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1483652598999,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/you-can-do-it-a-digital-marketing-pep-talk","use_featured_image":true,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","link":"","open_in_new_tab":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg"},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/345449/6-elements-of-outstanding-homepage-design","allowed_slug_conflict":false,"analytics_page_id":"641786-345449","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"jbowers@inboundmarketingagents.com","author_at":1483652114184,"author_email":"jbowers@inboundmarketingagents.com","author_name":"Jessica Hopson","author_user_id":670585,"author_username":"jbowers@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1447904795371,"deleted_at":0,"display_name":"Brittney Ervin","email":"brittney@inboundmarketingagents.com","facebook":"","full_name":"Brittney Ervin","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/df745c0147abdabaa1e5361d7c3fe336","has_social_profiles":false,"id":3738668105,"linkedin":"","portal_id":160334,"slug":"brittney-ervin","twitter":"","twitter_username":"","updated":1447904795371,"username":"brittney@inboundmarketingagents.com","website":""},"blog_author_id":3738668105,"blog_post_author":{"avatar":"","bio":"","created":1447904795371,"deleted_at":0,"display_name":"Brittney Ervin","email":"brittney@inboundmarketingagents.com","facebook":"","full_name":"Brittney Ervin","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/df745c0147abdabaa1e5361d7c3fe336","has_social_profiles":false,"id":3738668105,"linkedin":"","portal_id":160334,"slug":"brittney-ervin","twitter":"","twitter_username":"","updated":1447904795371,"username":"brittney@inboundmarketingagents.com","website":""},"blog_publish_instant_email_retry_count":0,"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1400029711000,"created_time":1400029711000,"css":{},"css_text":"","ctas":{"3e8b96b2-001e-4f83-89a4-35d09b8d848e":{"full_html":"\n\n \n \n \"FREE:\n \n \n \n\n\n","image_html":"\n\n \n \"FREE:\n \n\n\n","image_src":"https://no-cache.hubspot.com/cta/default/160334/3e8b96b2-001e-4f83-89a4-35d09b8d848e.png","image_editor":"\n","image_email":"\n\n \n \"FREE:\n \n\n\n","token":"{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}","guid":null}},"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"http://cdn2.hubspot.net/hubfs/160334/design-1.jpg","featured_image_alt_text":"","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"footer_html":"","freeze_date":1477922400000,"has_user_changes":true,"head_html":"","html_title":"6 Elements of Outstanding Homepage Design","id":3613936667,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"6 Elements of Outstanding Homepage Design","legacy_blog_tabid":641786,"legacy_id":345449,"legacy_post_guid":"57967cb5-301e-49f8-9cd6-25bef6f1183c","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"page_expiry_redirect_url":null,"meta_keywords":"Inbound marketing nashville, outstanding homepage design, homepage elements, website design elements, how to design a website, designing a website","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"page_expiry_redirect_id":null,"author_user_id":670585,"rss_email_by_text":"By","style_override_id":null,"preview_image_src":null,"keywords":[],"author_username":"jbowers@inboundmarketingagents.com","staged_from":null,"include_default_custom_css":null,"page_redirected":null,"campaign_name":null,"featured_image":"http://cdn2.hubspot.net/hubfs/160334/design-1.jpg","post_summary":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

","has_user_changes":true,"attached_stylesheets":[],"unpublished_at":null,"author_email":"jbowers@inboundmarketingagents.com","last_edit_session_id":null,"topic_ids":[3747684485],"page_expiry_date":null,"rss_email_comment_text":"Comment »","blog_publish_instant_email_campaign_id":null,"rss_email_click_through_text":"Read more »","blog_publish_instant_email_retry_count":0,"personas":[],"css":{},"campaign_utm":null,"footer_html":"","meta_description":"Attracting more visitors and generating more leads requires a great website. These six ideas explain how to design a website homepage that delivers.","performable_url":null,"scheduled_update_date":null,"cloned_from":null,"last_edit_update_id":null,"placement_guids":["3e8b96b2-001e-4f83-89a4-35d09b8d848e"],"css_text":"","legacy_blog_tabid":641786,"rss_summary":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

","head_html":"","page_expiry_enabled":null,"enable_domain_stylesheets":true,"post_body":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n

Is Your Website’s Homepage Design Remarkable?

\n

A great website designed with user experience in mind is one of the most beneficial investments a brand can make. Your homepage, in particular, can have a huge impact on how many potential customers stick around to learn more about your brand, as opposed to making a beeline for the \"back\" button.

\n

But how do you know if your homepage is lacking? And what constitutes good homepage design, anyway? Good homepage design can be broken down into three elements: content, tech, and visual design.

\n

Keep reading to learn more about these design elements and to see them in action.

\n

What Is \"Good\" Homepage Design?

\n

Think of your website's homepage as your brand's virtual receptionist. The homepage serves as the first impression for an unfamiliar visitor and, in many cases, it receives the most traffic out of any of your pages. Unfortunately, many brands don't consider the homepage an important area of design and prefer to invest more time - and money - into the products and services pages.

\n

The homepage isn't necessarily the place where customers convert, but it is the place where customers get their first impression of your brand. And if that first impression isn't a good one, they probably aren't going to stick around to learn more about your free trial or limited-time offer.

\n

Your homepage serves three key purposes:

\n\n

How to Design Your Homepage to Deliver

\n

OK, so you know what your homepage is supposed to do. Now, how do you make sure it can actually do it? To get the most out of your homepage, keeps these six things in mind:

\n

1. Establish Your Identity

\n

Making a statement about who you are as a company is among the most important things you can accomplish with your homepage design. Too many times, a homepage is designed with too many goals in mind.

\n

Ideally, your homepage needs to do three things:

\n\n

\"HubSpotHomepage.png\"

\n

When a visitor arrives at HubSpot.com, they are immediately introduced to what the company does and why it matters. There are clearly designated paths that lead to additional pages if the visitor wants to learn more.

\n

2. Keep It Simple

\n

Unless you already have an impressive and established following, a complex homepage is not the way to go. An excessive amount of widgets, calls-to-action, links, and general clutter distracts and overwhelms visitors, ultimately causing them to reach for the \"back\" button.

\n

Don't make your visitor work to find the information they are seeking - because they won't. Keep your homepage simple and clean with:

\n\n

\"BurgerUpHomepage.png\"

\n

This homepage from Burger Up in Nashville is simple. Right off the bat, it provides visitors with critical information: the restaurant's address, hours, and phone number. It has a streamlined design, the fonts are clean and easy to read, the logo and visuals are attractive, and there are links to the menu and the weekly burger updates.

\n

3. Keep It Above the Fold

\n

The term \"above the fold\" refers to the upper half of the front page of a newspaper that features an important news story. That section of the paper is quite literally above the fold. When a web designer uses the phrase “above the fold,” they’re referring to the part of the homepage that is immediately visible in a browser. It's the part of the homepage that visitors see without scrolling; the first impression of the first impression, if you will.

\n

It’s important to note that what's above the fold on a laptop or desktop computer probably varies from what's above the fold on a smartphone or tablet. Your homepage design needs to work across all devices and operating systems, so take the time to craft a layout that complements all of them.

\n

4. Choose Your Font Wisely

\n

You may not know it, but the font you choose for your homepage can actually have a psychological effect on your visitors and greatly influence how they feel about your brand. Homepage design isn't as simple as slapping up some text and calling it a day. The first step in choosing a homepage font is to truly know your business. Understand your product or service and have a clear idea of the brand you want to build around it.

\n

You want your homepage - and the rest of your website, for that matter - to feel cohesive and uniform. Achieve consistency by avoiding using too many different fonts and by opting for simplicity and legibility over elaborate, flowery fonts. Sometimes a more ornate font is appropriate; that's up to your discretion. Simply put: if you have text that you want your visitors to read, make it easy to read.

\n

If you’re new to the website design game and want to learn more about fonts, check out this guide to free web fonts.

\n

\"NewYorkerHomepage.png\"

\n

Take a look at The New Yorker website. Their web design team clearly has a handle on the iconic magazine's aesthetic, as it seamlessly translates from print to the web. They use just the right amount of varying fonts, contrasting colors, and bold, complementary graphics to keep readers coming back.

\n

5. Pay Attention to Your Use of Color

\n

In the same way that your font can have a psychological effect on your visitors, your color scheme can also affect how they interpret and engage with your homepage. Poor use of color not only sends visitors away from your website; it can have a detrimental effect on how you communicate the temperament of your brand.

\n

Using too many colors in harsh hues and contrasts can make your visitors' heads spin. It also denotes antiquated design techniques that make visitors think you're living in the past.

\n

Don't make your color palette more complicated than it needs to be. When in doubt, keep it neutral. Don't be afraid of white space.

\n

\"MagnoliaMarketHomepage.png\"

\n

Chip and Joanna Gaines' Magnolia Market homepage is a great example of use of color. The color scheme maximizes whitespace and a neutral, complementary palette, and bold, beautiful graphics provide the perfect amount of color and visual interest.

\n

6. Have a Bold Supporting Image

\n

A website is a highly visual medium. People react to the use of graphics and visuals differently than they do to simple words. Make sure that your homepage includes an image that embodies your brand's vision or encapsulates your spirit. The image should inspire your website visitors to learn more about your company. The use of videos is another smart option.

\n

Avoid using images that are obvious stock photos or otherwise inauthentic. It's a dead giveaway that your company didn't spend the time on design that it should have.

\n

\"BananaRepublicHomepage.png\"

\n

The Banana Republic homepage does a fantastic job of conveying luxury. Their choice of images embodies the style and understated elegance of the brand, and the closeup of the coat adds a sensory element that ties into the brand's promotion of fine fabrics.

\n

Your homepage design is an undoubtedly important part of both your website's and your company’s success. From immediately appealing to your visitors, to providing them with a user-friendly navigation experience, your homepage is the portal through which they can discover your company and ultimately your brand. Conscientious website design can help your company make a splash with your visitors and lead them down the path toward becoming loyal followers and repeat customers.

\n

{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}

\n

 

\n

This post was originally published in April 2016 but has been updated to reflect the ever-changing website best practices. 

\n
","publish_immediately":false,"html_title":"6 Elements of Outstanding Homepage Design","enable_layout_stylesheets":true,"blog_publish_to_social_media_task":"DONE","rss_email_image_max_width":0,"rss_body":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n

Is Your Website’s Homepage Design Remarkable?

\n

A great website designed with user experience in mind is one of the most beneficial investments a brand can make. Your homepage, in particular, can have a huge impact on how many potential customers stick around to learn more about your brand, as opposed to making a beeline for the \"back\" button.

\n

But how do you know if your homepage is lacking? And what constitutes good homepage design, anyway? Good homepage design can be broken down into three elements: content, tech, and visual design.

\n

Keep reading to learn more about these design elements and to see them in action.

\n

What Is \"Good\" Homepage Design?

\n

Think of your website's homepage as your brand's virtual receptionist. The homepage serves as the first impression for an unfamiliar visitor and, in many cases, it receives the most traffic out of any of your pages. Unfortunately, many brands don't consider the homepage an important area of design and prefer to invest more time - and money - into the products and services pages.

\n

The homepage isn't necessarily the place where customers convert, but it is the place where customers get their first impression of your brand. And if that first impression isn't a good one, they probably aren't going to stick around to learn more about your free trial or limited-time offer.

\n

Your homepage serves three key purposes:

\n\n

How to Design Your Homepage to Deliver

\n

OK, so you know what your homepage is supposed to do. Now, how do you make sure it can actually do it? To get the most out of your homepage, keeps these six things in mind:

\n

1. Establish Your Identity

\n

Making a statement about who you are as a company is among the most important things you can accomplish with your homepage design. Too many times, a homepage is designed with too many goals in mind.

\n

Ideally, your homepage needs to do three things:

\n\n

\"HubSpotHomepage.png\"

\n

When a visitor arrives at HubSpot.com, they are immediately introduced to what the company does and why it matters. There are clearly designated paths that lead to additional pages if the visitor wants to learn more.

\n

2. Keep It Simple

\n

Unless you already have an impressive and established following, a complex homepage is not the way to go. An excessive amount of widgets, calls-to-action, links, and general clutter distracts and overwhelms visitors, ultimately causing them to reach for the \"back\" button.

\n

Don't make your visitor work to find the information they are seeking - because they won't. Keep your homepage simple and clean with:

\n\n

\"BurgerUpHomepage.png\"

\n

This homepage from Burger Up in Nashville is simple. Right off the bat, it provides visitors with critical information: the restaurant's address, hours, and phone number. It has a streamlined design, the fonts are clean and easy to read, the logo and visuals are attractive, and there are links to the menu and the weekly burger updates.

\n

3. Keep It Above the Fold

\n

The term \"above the fold\" refers to the upper half of the front page of a newspaper that features an important news story. That section of the paper is quite literally above the fold. When a web designer uses the phrase “above the fold,” they’re referring to the part of the homepage that is immediately visible in a browser. It's the part of the homepage that visitors see without scrolling; the first impression of the first impression, if you will.

\n

It’s important to note that what's above the fold on a laptop or desktop computer probably varies from what's above the fold on a smartphone or tablet. Your homepage design needs to work across all devices and operating systems, so take the time to craft a layout that complements all of them.

\n

4. Choose Your Font Wisely

\n

You may not know it, but the font you choose for your homepage can actually have a psychological effect on your visitors and greatly influence how they feel about your brand. Homepage design isn't as simple as slapping up some text and calling it a day. The first step in choosing a homepage font is to truly know your business. Understand your product or service and have a clear idea of the brand you want to build around it.

\n

You want your homepage - and the rest of your website, for that matter - to feel cohesive and uniform. Achieve consistency by avoiding using too many different fonts and by opting for simplicity and legibility over elaborate, flowery fonts. Sometimes a more ornate font is appropriate; that's up to your discretion. Simply put: if you have text that you want your visitors to read, make it easy to read.

\n

If you’re new to the website design game and want to learn more about fonts, check out this guide to free web fonts.

\n

\"NewYorkerHomepage.png\"

\n

Take a look at The New Yorker website. Their web design team clearly has a handle on the iconic magazine's aesthetic, as it seamlessly translates from print to the web. They use just the right amount of varying fonts, contrasting colors, and bold, complementary graphics to keep readers coming back.

\n

5. Pay Attention to Your Use of Color

\n

In the same way that your font can have a psychological effect on your visitors, your color scheme can also affect how they interpret and engage with your homepage. Poor use of color not only sends visitors away from your website; it can have a detrimental effect on how you communicate the temperament of your brand.

\n

Using too many colors in harsh hues and contrasts can make your visitors' heads spin. It also denotes antiquated design techniques that make visitors think you're living in the past.

\n

Don't make your color palette more complicated than it needs to be. When in doubt, keep it neutral. Don't be afraid of white space.

\n

\"MagnoliaMarketHomepage.png\"

\n

Chip and Joanna Gaines' Magnolia Market homepage is a great example of use of color. The color scheme maximizes whitespace and a neutral, complementary palette, and bold, beautiful graphics provide the perfect amount of color and visual interest.

\n

6. Have a Bold Supporting Image

\n

A website is a highly visual medium. People react to the use of graphics and visuals differently than they do to simple words. Make sure that your homepage includes an image that embodies your brand's vision or encapsulates your spirit. The image should inspire your website visitors to learn more about your company. The use of videos is another smart option.

\n

Avoid using images that are obvious stock photos or otherwise inauthentic. It's a dead giveaway that your company didn't spend the time on design that it should have.

\n

\"BananaRepublicHomepage.png\"

\n

The Banana Republic homepage does a fantastic job of conveying luxury. Their choice of images embodies the style and understated elegance of the brand, and the closeup of the coat adds a sensory element that ties into the brand's promotion of fine fabrics.

\n

Your homepage design is an undoubtedly important part of both your website's and your company’s success. From immediately appealing to your visitors, to providing them with a user-friendly navigation experience, your homepage is the portal through which they can discover your company and ultimately your brand. Conscientious website design can help your company make a splash with your visitors and lead them down the path toward becoming loyal followers and repeat customers.

\n

{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}

\n

 

\n

This post was originally published in April 2016 but has been updated to reflect the ever-changing website best practices. 

\n
","blog_post_schedule_task_uid":null,"legacy_post_guid":"57967cb5-301e-49f8-9cd6-25bef6f1183c","featured_image_alt_text":""},"meta_description":"Attracting more visitors and generating more leads requires a great website. These six ideas explain how to design a website homepage that delivers.","meta_keywords":"Inbound marketing nashville, outstanding homepage design, homepage elements, website design elements, how to design a website, designing a website","name":"6 Elements of Outstanding Homepage Design","page_redirected":false,"page_title":"6 Elements of Outstanding Homepage Design","parent_blog":{"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","allow_comments":false,"amp_body_color":"#404040","amp_body_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_body_font_size":"18","amp_custom_css":"","amp_header_background_color":"#ffffff","amp_header_color":"#1e1e1e","amp_header_font":"'Helvetica Neue', Helvetica, Arial, sans-serif","amp_header_font_size":"36","amp_link_color":"#416bb3","amp_logo_alt":"","amp_logo_height":0,"amp_logo_src":"","amp_logo_width":0,"analytics_page_id":641786,"attached_stylesheets":[{"id":2874603317,"type":"cos_extension_resource"}],"captcha_after_days":7,"captcha_always":false,"category_id":3,"close_comments_older":0,"comment_date_format":"medium","comment_form_guid":"e96c6a65-01ae-48d6-a90c-ef0b2eb9579b","comment_max_thread_depth":3,"comment_moderation":true,"comment_notification_emails":["jbowers@inboundmarketingagents.com"],"comment_should_create_contact":true,"comment_verification_text":"","created":1447876865000,"created_date_time":1447876865000,"daily_notification_email_id":"3735883020","default_group_style_id":"","default_notification_from_name":"","default_notification_reply_to":"","deleted_at":0,"description":"The real scoop on Inbound Marketing, social media and content creation","domain":"","domain_when_published":"www.inboundmarketingagents.com","email_api_subscription_id":875513,"enable_google_amp_output":false,"enable_social_auto_publishing":true,"html_footer":"","html_footer_is_shared":true,"html_head":"","html_head_is_shared":true,"html_keywords":["inbound marketing"," business blogging"," nashville marketing agency"," seo"],"html_title":"Inbound Marketing Blog","id":3735882800,"instant_notification_email_id":"3735882990","item_layout_id":3694964337,"item_template_is_shared":true,"item_template_path":"generated_layouts/3694964337.html","language":"en_US","legacy_guid":"06eb089d-6e98-402a-9f9a-181a5690af6e","legacy_module_id":"1329797","legacy_tab_id":641786,"listing_layout_id":3694964337,"listing_template_path":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","month_filter_format":"MMMM yyyy","monthly_notification_email_id":"3735882975","name":"Inbound Marketing Blog","portal_id":160334,"post_html_footer":"","post_html_head":"","posts_per_listing_page":10,"posts_per_rss_feed":10,"public_title":"Inbound Marketing Blog","publish_date_format":"EEE, MMM d, yyyy @ HH:MM a","resolved_domain":"www.inboundmarketingagents.com","root_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog","rss_custom_feed":"","rss_description":"RSS feeds for ","rss_item_footer":"","rss_item_header":"","show_social_link_facebook":true,"show_social_link_google_plus":true,"show_social_link_linkedin":true,"show_social_link_twitter":true,"show_summary_in_emails":true,"show_summary_in_listing":true,"show_summary_in_rss":false,"site_id":0,"slug":"inbound-marketing-agents-blog","social_account_twitter":"","social_publishing_slug":"","social_sharing_delicious":"false","social_sharing_digg":"false","social_sharing_email":"true","social_sharing_facebook_like":"false","social_sharing_facebook_send":"true","social_sharing_googlebuzz":"false","social_sharing_googleplusone":"true","social_sharing_linkedin":"true","social_sharing_reddit":"false","social_sharing_stumbleupon":"true","social_sharing_twitter":"true","social_sharing_twitter_account":"inboundagent","subscription_contacts_property":"blog_inbound_marketing_blog_subscription","subscription_form_guid":"91b38677-91b9-4e95-8601-45e1cf230eee","subscription_lists_by_type":{"daily":622,"instant":621,"monthly":620,"weekly":623},"updated":1460388638000,"updated_date_time":1460388638000,"url_base":"www.inboundmarketingagents.com/inbound-marketing-agents-blog","url_segments":{},"use_featured_image_in_summary":true,"uses_default_template":false,"weekly_notification_email_id":"3735883090"},"performable_guid":"","personas":[],"placement_guids":["3e8b96b2-001e-4f83-89a4-35d09b8d848e"],"portal_id":160334,"post_body":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n

Is Your Website’s Homepage Design Remarkable?

\n

A great website designed with user experience in mind is one of the most beneficial investments a brand can make. Your homepage, in particular, can have a huge impact on how many potential customers stick around to learn more about your brand, as opposed to making a beeline for the \"back\" button.

\n

But how do you know if your homepage is lacking? And what constitutes good homepage design, anyway? Good homepage design can be broken down into three elements: content, tech, and visual design.

\n

Keep reading to learn more about these design elements and to see them in action.

\n

What Is \"Good\" Homepage Design?

\n

Think of your website's homepage as your brand's virtual receptionist. The homepage serves as the first impression for an unfamiliar visitor and, in many cases, it receives the most traffic out of any of your pages. Unfortunately, many brands don't consider the homepage an important area of design and prefer to invest more time - and money - into the products and services pages.

\n

The homepage isn't necessarily the place where customers convert, but it is the place where customers get their first impression of your brand. And if that first impression isn't a good one, they probably aren't going to stick around to learn more about your free trial or limited-time offer.

\n

Your homepage serves three key purposes:

\n\n

How to Design Your Homepage to Deliver

\n

OK, so you know what your homepage is supposed to do. Now, how do you make sure it can actually do it? To get the most out of your homepage, keeps these six things in mind:

\n

1. Establish Your Identity

\n

Making a statement about who you are as a company is among the most important things you can accomplish with your homepage design. Too many times, a homepage is designed with too many goals in mind.

\n

Ideally, your homepage needs to do three things:

\n\n

\"HubSpotHomepage.png\"

\n

When a visitor arrives at HubSpot.com, they are immediately introduced to what the company does and why it matters. There are clearly designated paths that lead to additional pages if the visitor wants to learn more.

\n

2. Keep It Simple

\n

Unless you already have an impressive and established following, a complex homepage is not the way to go. An excessive amount of widgets, calls-to-action, links, and general clutter distracts and overwhelms visitors, ultimately causing them to reach for the \"back\" button.

\n

Don't make your visitor work to find the information they are seeking - because they won't. Keep your homepage simple and clean with:

\n\n

\"BurgerUpHomepage.png\"

\n

This homepage from Burger Up in Nashville is simple. Right off the bat, it provides visitors with critical information: the restaurant's address, hours, and phone number. It has a streamlined design, the fonts are clean and easy to read, the logo and visuals are attractive, and there are links to the menu and the weekly burger updates.

\n

3. Keep It Above the Fold

\n

The term \"above the fold\" refers to the upper half of the front page of a newspaper that features an important news story. That section of the paper is quite literally above the fold. When a web designer uses the phrase “above the fold,” they’re referring to the part of the homepage that is immediately visible in a browser. It's the part of the homepage that visitors see without scrolling; the first impression of the first impression, if you will.

\n

It’s important to note that what's above the fold on a laptop or desktop computer probably varies from what's above the fold on a smartphone or tablet. Your homepage design needs to work across all devices and operating systems, so take the time to craft a layout that complements all of them.

\n

4. Choose Your Font Wisely

\n

You may not know it, but the font you choose for your homepage can actually have a psychological effect on your visitors and greatly influence how they feel about your brand. Homepage design isn't as simple as slapping up some text and calling it a day. The first step in choosing a homepage font is to truly know your business. Understand your product or service and have a clear idea of the brand you want to build around it.

\n

You want your homepage - and the rest of your website, for that matter - to feel cohesive and uniform. Achieve consistency by avoiding using too many different fonts and by opting for simplicity and legibility over elaborate, flowery fonts. Sometimes a more ornate font is appropriate; that's up to your discretion. Simply put: if you have text that you want your visitors to read, make it easy to read.

\n

If you’re new to the website design game and want to learn more about fonts, check out this guide to free web fonts.

\n

\"NewYorkerHomepage.png\"

\n

Take a look at The New Yorker website. Their web design team clearly has a handle on the iconic magazine's aesthetic, as it seamlessly translates from print to the web. They use just the right amount of varying fonts, contrasting colors, and bold, complementary graphics to keep readers coming back.

\n

5. Pay Attention to Your Use of Color

\n

In the same way that your font can have a psychological effect on your visitors, your color scheme can also affect how they interpret and engage with your homepage. Poor use of color not only sends visitors away from your website; it can have a detrimental effect on how you communicate the temperament of your brand.

\n

Using too many colors in harsh hues and contrasts can make your visitors' heads spin. It also denotes antiquated design techniques that make visitors think you're living in the past.

\n

Don't make your color palette more complicated than it needs to be. When in doubt, keep it neutral. Don't be afraid of white space.

\n

\"MagnoliaMarketHomepage.png\"

\n

Chip and Joanna Gaines' Magnolia Market homepage is a great example of use of color. The color scheme maximizes whitespace and a neutral, complementary palette, and bold, beautiful graphics provide the perfect amount of color and visual interest.

\n

6. Have a Bold Supporting Image

\n

A website is a highly visual medium. People react to the use of graphics and visuals differently than they do to simple words. Make sure that your homepage includes an image that embodies your brand's vision or encapsulates your spirit. The image should inspire your website visitors to learn more about your company. The use of videos is another smart option.

\n

Avoid using images that are obvious stock photos or otherwise inauthentic. It's a dead giveaway that your company didn't spend the time on design that it should have.

\n

\"BananaRepublicHomepage.png\"

\n

The Banana Republic homepage does a fantastic job of conveying luxury. Their choice of images embodies the style and understated elegance of the brand, and the closeup of the coat adds a sensory element that ties into the brand's promotion of fine fabrics.

\n

Your homepage design is an undoubtedly important part of both your website's and your company’s success. From immediately appealing to your visitors, to providing them with a user-friendly navigation experience, your homepage is the portal through which they can discover your company and ultimately your brand. Conscientious website design can help your company make a splash with your visitors and lead them down the path toward becoming loyal followers and repeat customers.

\n

{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}

\n

 

\n

This post was originally published in April 2016 but has been updated to reflect the ever-changing website best practices. 

\n
","post_body_rss":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n

Is Your Website’s Homepage Design Remarkable?

\n

A great website designed with user experience in mind is one of the most beneficial investments a brand can make. Your homepage, in particular, can have a huge impact on how many potential customers stick around to learn more about your brand, as opposed to making a beeline for the \"back\" button.

\n

But how do you know if your homepage is lacking? And what constitutes good homepage design, anyway? Good homepage design can be broken down into three elements: content, tech, and visual design.

\n

Keep reading to learn more about these design elements and to see them in action.

\n

What Is \"Good\" Homepage Design?

\n

Think of your website's homepage as your brand's virtual receptionist. The homepage serves as the first impression for an unfamiliar visitor and, in many cases, it receives the most traffic out of any of your pages. Unfortunately, many brands don't consider the homepage an important area of design and prefer to invest more time - and money - into the products and services pages.

\n

The homepage isn't necessarily the place where customers convert, but it is the place where customers get their first impression of your brand. And if that first impression isn't a good one, they probably aren't going to stick around to learn more about your free trial or limited-time offer.

\n

Your homepage serves three key purposes:

\n\n

How to Design Your Homepage to Deliver

\n

OK, so you know what your homepage is supposed to do. Now, how do you make sure it can actually do it? To get the most out of your homepage, keeps these six things in mind:

\n

1. Establish Your Identity

\n

Making a statement about who you are as a company is among the most important things you can accomplish with your homepage design. Too many times, a homepage is designed with too many goals in mind.

\n

Ideally, your homepage needs to do three things:

\n\n

\"HubSpotHomepage.png\"

\n

When a visitor arrives at HubSpot.com, they are immediately introduced to what the company does and why it matters. There are clearly designated paths that lead to additional pages if the visitor wants to learn more.

\n

2. Keep It Simple

\n

Unless you already have an impressive and established following, a complex homepage is not the way to go. An excessive amount of widgets, calls-to-action, links, and general clutter distracts and overwhelms visitors, ultimately causing them to reach for the \"back\" button.

\n

Don't make your visitor work to find the information they are seeking - because they won't. Keep your homepage simple and clean with:

\n\n

\"BurgerUpHomepage.png\"

\n

This homepage from Burger Up in Nashville is simple. Right off the bat, it provides visitors with critical information: the restaurant's address, hours, and phone number. It has a streamlined design, the fonts are clean and easy to read, the logo and visuals are attractive, and there are links to the menu and the weekly burger updates.

\n

3. Keep It Above the Fold

\n

The term \"above the fold\" refers to the upper half of the front page of a newspaper that features an important news story. That section of the paper is quite literally above the fold. When a web designer uses the phrase “above the fold,” they’re referring to the part of the homepage that is immediately visible in a browser. It's the part of the homepage that visitors see without scrolling; the first impression of the first impression, if you will.

\n

It’s important to note that what's above the fold on a laptop or desktop computer probably varies from what's above the fold on a smartphone or tablet. Your homepage design needs to work across all devices and operating systems, so take the time to craft a layout that complements all of them.

\n

4. Choose Your Font Wisely

\n

You may not know it, but the font you choose for your homepage can actually have a psychological effect on your visitors and greatly influence how they feel about your brand. Homepage design isn't as simple as slapping up some text and calling it a day. The first step in choosing a homepage font is to truly know your business. Understand your product or service and have a clear idea of the brand you want to build around it.

\n

You want your homepage - and the rest of your website, for that matter - to feel cohesive and uniform. Achieve consistency by avoiding using too many different fonts and by opting for simplicity and legibility over elaborate, flowery fonts. Sometimes a more ornate font is appropriate; that's up to your discretion. Simply put: if you have text that you want your visitors to read, make it easy to read.

\n

If you’re new to the website design game and want to learn more about fonts, check out this guide to free web fonts.

\n

\"NewYorkerHomepage.png\"

\n

Take a look at The New Yorker website. Their web design team clearly has a handle on the iconic magazine's aesthetic, as it seamlessly translates from print to the web. They use just the right amount of varying fonts, contrasting colors, and bold, complementary graphics to keep readers coming back.

\n

5. Pay Attention to Your Use of Color

\n

In the same way that your font can have a psychological effect on your visitors, your color scheme can also affect how they interpret and engage with your homepage. Poor use of color not only sends visitors away from your website; it can have a detrimental effect on how you communicate the temperament of your brand.

\n

Using too many colors in harsh hues and contrasts can make your visitors' heads spin. It also denotes antiquated design techniques that make visitors think you're living in the past.

\n

Don't make your color palette more complicated than it needs to be. When in doubt, keep it neutral. Don't be afraid of white space.

\n

\"MagnoliaMarketHomepage.png\"

\n

Chip and Joanna Gaines' Magnolia Market homepage is a great example of use of color. The color scheme maximizes whitespace and a neutral, complementary palette, and bold, beautiful graphics provide the perfect amount of color and visual interest.

\n

6. Have a Bold Supporting Image

\n

A website is a highly visual medium. People react to the use of graphics and visuals differently than they do to simple words. Make sure that your homepage includes an image that embodies your brand's vision or encapsulates your spirit. The image should inspire your website visitors to learn more about your company. The use of videos is another smart option.

\n

Avoid using images that are obvious stock photos or otherwise inauthentic. It's a dead giveaway that your company didn't spend the time on design that it should have.

\n

\"BananaRepublicHomepage.png\"

\n

The Banana Republic homepage does a fantastic job of conveying luxury. Their choice of images embodies the style and understated elegance of the brand, and the closeup of the coat adds a sensory element that ties into the brand's promotion of fine fabrics.

\n

Your homepage design is an undoubtedly important part of both your website's and your company’s success. From immediately appealing to your visitors, to providing them with a user-friendly navigation experience, your homepage is the portal through which they can discover your company and ultimately your brand. Conscientious website design can help your company make a splash with your visitors and lead them down the path toward becoming loyal followers and repeat customers.

\n

{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}

\n

 

\n

This post was originally published in April 2016 but has been updated to reflect the ever-changing website best practices. 

\n
","post_email_content":"\n \n \n
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n
\n \n","post_email_summary_featured_image":"http://cdn2.hubspot.net/hubfs/160334/design-1.jpg","post_featured_image_if_enabled":"http://cdn2.hubspot.net/hubfs/160334/design-1.jpg","post_list_content":"\n \n \n
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n
\n \n","post_list_summary_featured_image":"http://cdn2.hubspot.net/hubfs/160334/design-1.jpg","post_rss_content":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n

Is Your Website’s Homepage Design Remarkable?

\n

A great website designed with user experience in mind is one of the most beneficial investments a brand can make. Your homepage, in particular, can have a huge impact on how many potential customers stick around to learn more about your brand, as opposed to making a beeline for the \"back\" button.

\n

But how do you know if your homepage is lacking? And what constitutes good homepage design, anyway? Good homepage design can be broken down into three elements: content, tech, and visual design.

\n

Keep reading to learn more about these design elements and to see them in action.

\n

What Is \"Good\" Homepage Design?

\n

Think of your website's homepage as your brand's virtual receptionist. The homepage serves as the first impression for an unfamiliar visitor and, in many cases, it receives the most traffic out of any of your pages. Unfortunately, many brands don't consider the homepage an important area of design and prefer to invest more time - and money - into the products and services pages.

\n

The homepage isn't necessarily the place where customers convert, but it is the place where customers get their first impression of your brand. And if that first impression isn't a good one, they probably aren't going to stick around to learn more about your free trial or limited-time offer.

\n

Your homepage serves three key purposes:

\n\n

How to Design Your Homepage to Deliver

\n

OK, so you know what your homepage is supposed to do. Now, how do you make sure it can actually do it? To get the most out of your homepage, keeps these six things in mind:

\n

1. Establish Your Identity

\n

Making a statement about who you are as a company is among the most important things you can accomplish with your homepage design. Too many times, a homepage is designed with too many goals in mind.

\n

Ideally, your homepage needs to do three things:

\n\n

\"HubSpotHomepage.png\"

\n

When a visitor arrives at HubSpot.com, they are immediately introduced to what the company does and why it matters. There are clearly designated paths that lead to additional pages if the visitor wants to learn more.

\n

2. Keep It Simple

\n

Unless you already have an impressive and established following, a complex homepage is not the way to go. An excessive amount of widgets, calls-to-action, links, and general clutter distracts and overwhelms visitors, ultimately causing them to reach for the \"back\" button.

\n

Don't make your visitor work to find the information they are seeking - because they won't. Keep your homepage simple and clean with:

\n\n

\"BurgerUpHomepage.png\"

\n

This homepage from Burger Up in Nashville is simple. Right off the bat, it provides visitors with critical information: the restaurant's address, hours, and phone number. It has a streamlined design, the fonts are clean and easy to read, the logo and visuals are attractive, and there are links to the menu and the weekly burger updates.

\n

3. Keep It Above the Fold

\n

The term \"above the fold\" refers to the upper half of the front page of a newspaper that features an important news story. That section of the paper is quite literally above the fold. When a web designer uses the phrase “above the fold,” they’re referring to the part of the homepage that is immediately visible in a browser. It's the part of the homepage that visitors see without scrolling; the first impression of the first impression, if you will.

\n

It’s important to note that what's above the fold on a laptop or desktop computer probably varies from what's above the fold on a smartphone or tablet. Your homepage design needs to work across all devices and operating systems, so take the time to craft a layout that complements all of them.

\n

4. Choose Your Font Wisely

\n

You may not know it, but the font you choose for your homepage can actually have a psychological effect on your visitors and greatly influence how they feel about your brand. Homepage design isn't as simple as slapping up some text and calling it a day. The first step in choosing a homepage font is to truly know your business. Understand your product or service and have a clear idea of the brand you want to build around it.

\n

You want your homepage - and the rest of your website, for that matter - to feel cohesive and uniform. Achieve consistency by avoiding using too many different fonts and by opting for simplicity and legibility over elaborate, flowery fonts. Sometimes a more ornate font is appropriate; that's up to your discretion. Simply put: if you have text that you want your visitors to read, make it easy to read.

\n

If you’re new to the website design game and want to learn more about fonts, check out this guide to free web fonts.

\n

\"NewYorkerHomepage.png\"

\n

Take a look at The New Yorker website. Their web design team clearly has a handle on the iconic magazine's aesthetic, as it seamlessly translates from print to the web. They use just the right amount of varying fonts, contrasting colors, and bold, complementary graphics to keep readers coming back.

\n

5. Pay Attention to Your Use of Color

\n

In the same way that your font can have a psychological effect on your visitors, your color scheme can also affect how they interpret and engage with your homepage. Poor use of color not only sends visitors away from your website; it can have a detrimental effect on how you communicate the temperament of your brand.

\n

Using too many colors in harsh hues and contrasts can make your visitors' heads spin. It also denotes antiquated design techniques that make visitors think you're living in the past.

\n

Don't make your color palette more complicated than it needs to be. When in doubt, keep it neutral. Don't be afraid of white space.

\n

\"MagnoliaMarketHomepage.png\"

\n

Chip and Joanna Gaines' Magnolia Market homepage is a great example of use of color. The color scheme maximizes whitespace and a neutral, complementary palette, and bold, beautiful graphics provide the perfect amount of color and visual interest.

\n

6. Have a Bold Supporting Image

\n

A website is a highly visual medium. People react to the use of graphics and visuals differently than they do to simple words. Make sure that your homepage includes an image that embodies your brand's vision or encapsulates your spirit. The image should inspire your website visitors to learn more about your company. The use of videos is another smart option.

\n

Avoid using images that are obvious stock photos or otherwise inauthentic. It's a dead giveaway that your company didn't spend the time on design that it should have.

\n

\"BananaRepublicHomepage.png\"

\n

The Banana Republic homepage does a fantastic job of conveying luxury. Their choice of images embodies the style and understated elegance of the brand, and the closeup of the coat adds a sensory element that ties into the brand's promotion of fine fabrics.

\n

Your homepage design is an undoubtedly important part of both your website's and your company’s success. From immediately appealing to your visitors, to providing them with a user-friendly navigation experience, your homepage is the portal through which they can discover your company and ultimately your brand. Conscientious website design can help your company make a splash with your visitors and lead them down the path toward becoming loyal followers and repeat customers.

\n

{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}

\n

 

\n

This post was originally published in April 2016 but has been updated to reflect the ever-changing website best practices. 

\n
","post_rss_summary_featured_image":"","post_summary":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

","post_summary_rss":"\n \n \n
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n
\n \n","post_template":"generated_layouts/3694964337.html","preview_key":"E1UR7SZU","processing_status":"PUBLISHED","publish_date":1477922400000,"publish_date_local_time":1477922400000,"publish_date_localized":{"date":1477922400000,"format":"EEE, MMM d, yyyy @ HH:MM a","language":"en_US"},"publish_immediately":false,"published_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/345449/6-elements-of-outstanding-homepage-design","resolved_domain":"www.inboundmarketingagents.com","rss_body":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

\n

Is Your Website’s Homepage Design Remarkable?

\n

A great website designed with user experience in mind is one of the most beneficial investments a brand can make. Your homepage, in particular, can have a huge impact on how many potential customers stick around to learn more about your brand, as opposed to making a beeline for the \"back\" button.

\n

But how do you know if your homepage is lacking? And what constitutes good homepage design, anyway? Good homepage design can be broken down into three elements: content, tech, and visual design.

\n

Keep reading to learn more about these design elements and to see them in action.

\n

What Is \"Good\" Homepage Design?

\n

Think of your website's homepage as your brand's virtual receptionist. The homepage serves as the first impression for an unfamiliar visitor and, in many cases, it receives the most traffic out of any of your pages. Unfortunately, many brands don't consider the homepage an important area of design and prefer to invest more time - and money - into the products and services pages.

\n

The homepage isn't necessarily the place where customers convert, but it is the place where customers get their first impression of your brand. And if that first impression isn't a good one, they probably aren't going to stick around to learn more about your free trial or limited-time offer.

\n

Your homepage serves three key purposes:

\n\n

How to Design Your Homepage to Deliver

\n

OK, so you know what your homepage is supposed to do. Now, how do you make sure it can actually do it? To get the most out of your homepage, keeps these six things in mind:

\n

1. Establish Your Identity

\n

Making a statement about who you are as a company is among the most important things you can accomplish with your homepage design. Too many times, a homepage is designed with too many goals in mind.

\n

Ideally, your homepage needs to do three things:

\n\n

\"HubSpotHomepage.png\"

\n

When a visitor arrives at HubSpot.com, they are immediately introduced to what the company does and why it matters. There are clearly designated paths that lead to additional pages if the visitor wants to learn more.

\n

2. Keep It Simple

\n

Unless you already have an impressive and established following, a complex homepage is not the way to go. An excessive amount of widgets, calls-to-action, links, and general clutter distracts and overwhelms visitors, ultimately causing them to reach for the \"back\" button.

\n

Don't make your visitor work to find the information they are seeking - because they won't. Keep your homepage simple and clean with:

\n\n

\"BurgerUpHomepage.png\"

\n

This homepage from Burger Up in Nashville is simple. Right off the bat, it provides visitors with critical information: the restaurant's address, hours, and phone number. It has a streamlined design, the fonts are clean and easy to read, the logo and visuals are attractive, and there are links to the menu and the weekly burger updates.

\n

3. Keep It Above the Fold

\n

The term \"above the fold\" refers to the upper half of the front page of a newspaper that features an important news story. That section of the paper is quite literally above the fold. When a web designer uses the phrase “above the fold,” they’re referring to the part of the homepage that is immediately visible in a browser. It's the part of the homepage that visitors see without scrolling; the first impression of the first impression, if you will.

\n

It’s important to note that what's above the fold on a laptop or desktop computer probably varies from what's above the fold on a smartphone or tablet. Your homepage design needs to work across all devices and operating systems, so take the time to craft a layout that complements all of them.

\n

4. Choose Your Font Wisely

\n

You may not know it, but the font you choose for your homepage can actually have a psychological effect on your visitors and greatly influence how they feel about your brand. Homepage design isn't as simple as slapping up some text and calling it a day. The first step in choosing a homepage font is to truly know your business. Understand your product or service and have a clear idea of the brand you want to build around it.

\n

You want your homepage - and the rest of your website, for that matter - to feel cohesive and uniform. Achieve consistency by avoiding using too many different fonts and by opting for simplicity and legibility over elaborate, flowery fonts. Sometimes a more ornate font is appropriate; that's up to your discretion. Simply put: if you have text that you want your visitors to read, make it easy to read.

\n

If you’re new to the website design game and want to learn more about fonts, check out this guide to free web fonts.

\n

\"NewYorkerHomepage.png\"

\n

Take a look at The New Yorker website. Their web design team clearly has a handle on the iconic magazine's aesthetic, as it seamlessly translates from print to the web. They use just the right amount of varying fonts, contrasting colors, and bold, complementary graphics to keep readers coming back.

\n

5. Pay Attention to Your Use of Color

\n

In the same way that your font can have a psychological effect on your visitors, your color scheme can also affect how they interpret and engage with your homepage. Poor use of color not only sends visitors away from your website; it can have a detrimental effect on how you communicate the temperament of your brand.

\n

Using too many colors in harsh hues and contrasts can make your visitors' heads spin. It also denotes antiquated design techniques that make visitors think you're living in the past.

\n

Don't make your color palette more complicated than it needs to be. When in doubt, keep it neutral. Don't be afraid of white space.

\n

\"MagnoliaMarketHomepage.png\"

\n

Chip and Joanna Gaines' Magnolia Market homepage is a great example of use of color. The color scheme maximizes whitespace and a neutral, complementary palette, and bold, beautiful graphics provide the perfect amount of color and visual interest.

\n

6. Have a Bold Supporting Image

\n

A website is a highly visual medium. People react to the use of graphics and visuals differently than they do to simple words. Make sure that your homepage includes an image that embodies your brand's vision or encapsulates your spirit. The image should inspire your website visitors to learn more about your company. The use of videos is another smart option.

\n

Avoid using images that are obvious stock photos or otherwise inauthentic. It's a dead giveaway that your company didn't spend the time on design that it should have.

\n

\"BananaRepublicHomepage.png\"

\n

The Banana Republic homepage does a fantastic job of conveying luxury. Their choice of images embodies the style and understated elegance of the brand, and the closeup of the coat adds a sensory element that ties into the brand's promotion of fine fabrics.

\n

Your homepage design is an undoubtedly important part of both your website's and your company’s success. From immediately appealing to your visitors, to providing them with a user-friendly navigation experience, your homepage is the portal through which they can discover your company and ultimately your brand. Conscientious website design can help your company make a splash with your visitors and lead them down the path toward becoming loyal followers and repeat customers.

\n

{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}

\n

 

\n

This post was originally published in April 2016 but has been updated to reflect the ever-changing website best practices. 

\n
","rss_summary":"
\n

Editor’s Note: This blog was originally published in 2014. It has since been updated it to reflect the most current, accurate information.

\n

Think back to the last time you searched for a company online, only to discover that their website was outdated, difficult to navigate, and an all around aesthetic nightmare. Did you stay on the homepage and weed through the mess? Or did you make a break for the nearest exit? We'd put money on the latter, and we wouldn't blame you. No one wants to spend time on a subpar website.

","rss_summary_featured_image":"http://cdn2.hubspot.net/hubfs/160334/design-1.jpg","site_id":0,"slug":"inbound-marketing-agents-blog/bid/345449/6-elements-of-outstanding-homepage-design","state":"PUBLISHED","subcategory":"legacy_blog_post","synced_with_blog_root":true,"template_path":"","template_path_for_render":"generated_layouts/3694964337.html","title":"6 Elements of Outstanding Homepage Design","topic_ids":[3747684485],"topic_list":[],"topic_names":[],"topics":[3747684485],"translated_content":{},"tweet_immediately":false,"unpublished_at":0,"updated":1483652114184,"upsize_featured_image":false,"url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/345449/6-elements-of-outstanding-homepage-design","use_featured_image":true,"views":0,"widget_containers":{},"widgetcontainers":{},"widgets":{"module_140657916969330089":{"body":{"alt":"planeHeader.jpg","cell":"false","cells":"[]","ending_html":"","height":327,"link":"","open_in_new_tab":"false","parent_widget_container":null,"root":"false","row":"false","src":"http://cdn2.hubspot.net/hubfs/160334/BLOG_HERO_Tab.jpg","starting_html":"","tag":"linked_image","type":"linked_image","width":1661,"wrapping_html":""},"child_css":{},"css":{},"id":"module_140657916969330089","label":"Blog Header Image","name":"module_140657916969330089","smart_type":null,"type":"linked_image"},"module_14599168083311178":{"body":{"cell":"false","cells":"[]","ending_html":"","parent_widget_container":null,"root":"false","row":"false","starting_html":"","tag":"raw_html","type":"raw_html","value":""},"child_css":{},"css":{},"id":"module_14599168083311178","label":"Custom HTML","name":"module_14599168083311178","smart_type":null,"type":"raw_html"}}},{"ab":false,"ab_variation":false,"absolute_url":"http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/332506/the-top-10-do-s-and-don-t-do-s-of-social-media-for-business","allowed_slug_conflict":false,"analytics_page_id":"641786-332506","analytics_page_type":"blog-post","archived":false,"are_comments_allowed":false,"attached_stylesheets":[],"author":"jbowers@inboundmarketingagents.com","author_at":1483652167149,"author_email":"jbowers@inboundmarketingagents.com","author_name":"Jessica Hopson","author_user_id":670585,"author_username":"jbowers@inboundmarketingagents.com","blog_author":{"avatar":"","bio":"","created":1447924155398,"deleted_at":0,"display_name":"Lindsay Tjepkema","email":"lindsay@inboundmarketingagents.com","facebook":"","full_name":"Lindsay Tjepkema","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/1fce6620355f38be4cf5082bffb5d2b4","has_social_profiles":false,"id":3578412286,"linkedin":"","portal_id":160334,"slug":"lindsay-tjepkema","twitter":"","twitter_username":"","updated":1447924155398,"username":"lindsay@inboundmarketingagents.com","website":""},"blog_author_id":3578412286,"blog_post_author":{"avatar":"","bio":"","created":1447924155398,"deleted_at":0,"display_name":"Lindsay Tjepkema","email":"lindsay@inboundmarketingagents.com","facebook":"","full_name":"Lindsay Tjepkema","google_plus":"","gravatar_url":"https://app.hubspot.com/settings/avatar/1fce6620355f38be4cf5082bffb5d2b4","has_social_profiles":false,"id":3578412286,"linkedin":"","portal_id":160334,"slug":"lindsay-tjepkema","twitter":"","twitter_username":"","updated":1447924155398,"username":"lindsay@inboundmarketingagents.com","website":""},"blog_publish_instant_email_retry_count":0,"blog_publish_instant_email_task_uid":"DONE","blog_publish_to_social_media_task":"DONE","blueprint_type_id":0,"category":3,"category_id":3,"comment_count":0,"content_group":3735882800,"content_group_id":3735882800,"created":1389900392000,"created_time":1389900392000,"css":{},"css_text":"","ctas":{"3e8b96b2-001e-4f83-89a4-35d09b8d848e":{"full_html":"\n\n \n \n \"FREE:\n \n \n \n\n\n","image_html":"\n\n \n \"FREE:\n \n\n\n","image_src":"https://no-cache.hubspot.com/cta/default/160334/3e8b96b2-001e-4f83-89a4-35d09b8d848e.png","image_editor":"\n","image_email":"\n\n \n \"FREE:\n \n\n\n","token":"{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}","guid":null}},"current_state":"PUBLISHED","currently_published":true,"deleted_at":0,"domain":"","enable_google_amp_output_override":false,"featured_image":"http://cdn2.hubspot.net/hub/160334/file-359956531-jpg/ID-10094601-resized-600.jpg","featured_image_alt_text":"","featured_image_height":0,"featured_image_length":0,"featured_image_width":0,"flex_areas":{},"footer_html":"","freeze_date":1477569900000,"has_user_changes":true,"head_html":"","html_title":"The Top 10 Do's and Don'ts of Social Media for Business","id":3743031590,"is_captcha_required":true,"is_draft":false,"is_instant_email_enabled":true,"is_published":true,"is_social_publishing_enabled":true,"keywords":[],"label":"The Top 10 Do's and Don'ts of Social Media for Business","legacy_blog_tabid":641786,"legacy_id":332506,"legacy_post_guid":"43795cf5-4d97-4dee-b76b-b289b2a42104","list_template":"generated_layouts/3694964337.html","live_domain":"www.inboundmarketingagents.com","meta":{"page_expiry_redirect_url":null,"meta_keywords":"Social Media, social media for business, social media do's and don'ts","blog_publish_instant_email_task_uid":"DONE","use_featured_image":true,"page_expiry_redirect_id":null,"author_user_id":670585,"rss_email_by_text":"By","style_override_id":null,"preview_image_src":null,"keywords":[],"author_username":"jbowers@inboundmarketingagents.com","staged_from":null,"include_default_custom_css":null,"page_redirected":null,"campaign_name":null,"featured_image":"http://cdn2.hubspot.net/hub/160334/file-359956531-jpg/ID-10094601-resized-600.jpg","post_summary":"
\n

Is Your Social Presence Cringeworthy or Commendable?

\n

Editor's Note: This post originally appeared on our blog on January 19, 2014. It has since been updated to reflect the most current information.

\n

Have you ever come across a company's social media presence that seemed too personal... or too robotic? We've all seen it once or twice - or perhaps a few dozen times. All too often, these underwhelming social media fails stand out much more than brands that are doing everything right. Here are some of the most common social media mistakes brands make, as well as the tactics everyone should adopt.

\n
","has_user_changes":true,"attached_stylesheets":[],"unpublished_at":null,"author_email":"jbowers@inboundmarketingagents.com","last_edit_session_id":null,"topic_ids":[3576556601],"page_expiry_date":null,"rss_email_comment_text":"Comment »","blog_publish_instant_email_campaign_id":null,"rss_email_click_through_text":"Read more »","blog_publish_instant_email_retry_count":0,"personas":[],"css":{},"campaign_utm":null,"footer_html":"","meta_description":"Discover some of the most common mistakes, issues, and wins that businesses find when using social media for business.","performable_url":null,"scheduled_update_date":null,"cloned_from":null,"last_edit_update_id":null,"placement_guids":["3e8b96b2-001e-4f83-89a4-35d09b8d848e"],"css_text":"","legacy_blog_tabid":641786,"rss_summary":"
\n

Is Your Social Presence Cringeworthy or Commendable?

\n

Editor's Note: This post originally appeared on our blog on January 19, 2014. It has since been updated to reflect the most current information.

\n

Have you ever come across a company's social media presence that seemed too personal... or too robotic? We've all seen it once or twice - or perhaps a few dozen times. All too often, these underwhelming social media fails stand out much more than brands that are doing everything right. Here are some of the most common social media mistakes brands make, as well as the tactics everyone should adopt.

\n
","head_html":"","page_expiry_enabled":null,"enable_domain_stylesheets":true,"post_body":"
\n

Is Your Social Presence Cringeworthy or Commendable?

\n

Editor's Note: This post originally appeared on our blog on January 19, 2014. It has since been updated to reflect the most current information.

\n

Have you ever come across a company's social media presence that seemed too personal... or too robotic? We've all seen it once or twice - or perhaps a few dozen times. All too often, these underwhelming social media fails stand out much more than brands that are doing everything right. Here are some of the most common social media mistakes brands make, as well as the tactics everyone should adopt.

\n\n

Do's:

\n
    \n
  1. \n

    Know your customers. Your social media pages should be tailored to your consumer base, not based on your own personal interests. To be frank, your consumers don't care about YOU. They care about what you can do for THEM. Post stories that they can relate to. If you work at a bakery, post recipes and tips and tricks of the trade. Follow the 80/20 rule. That is, 80 percent of your content (or more) should be relevant to THEM, while 20 percent or less can be specifically about your business, products or services.

    \n
  2. \n
  3. \n

    Be active but don't over-do it. Be active on your social media, but don't post so often that you overwhelm or annoy people. This could lead to two problems: 1) Too much information can cause your followers to stop following your posts, and 2) Your posts can get lost within their newsfeeds and they won't see the content that could be really valuable to them.

    \n
  4. \n
  5. \n

    Keep track of time. Time does matter. Experiment by posting at different times and pay attention to the analytics. Find out when your followers are most active on social media and post during those time frames.

    \n
  6. \n
  7. \n

    Maintain one voice. Social media is great for sharing, but make sure your message is clear and consistent across all channels: website, public, social media, etc.

    \n
  8. \n
  9. \n

    Share. We've been taught to share since we were kids. Some things never change. This is one of those things. Share information!

    \n
  10. \n
  11. \n

    Follow a checklist. Checklists are great for many facets of life, including social media. Sure, it sounds simple: Just log onto Twitter or Facebook, type a post and hit share, right? Unfortunately, it's not quite that simple. Make a checklist to ensure that your message will be understood, check for any grammar issues, make sure the information you’re sharing can be shared and check the time you send it to ensure your readers will see it. Make sure all of your links are valid. These are just a few examples of things to pay attention to when crafting your tweets and posts. Attention to this detail could save you time and trouble later.

    \n
  12. \n
  13. \n

    Be original. Take a chance and be creative with your posts. Show your personality. Help people see what makes you different from the competition. When your main goal is to bring in customers, you have to stand out and make people remember you!

    \n
  14. \n
  15. \n

    Provide great customer service. Great customer service can make or break a company. Happy customers are more likely to come back and establish a loyalty to your brand. Not only will these customers be loyal to you, but they will also be your best brand ambassadors by word-of-mouth advertising. That's the best advocacy you can ask for!

    \n
  16. \n
  17. \n

    Have a personality. Dull, boring posts lead to dull, boring results. You have to be excited about your company, your product and the services you can provide your customers. If you aren't excited and don't love what you stand for, neither will your clients.

    \n
  18. \n
  19. \n

    Understand which social media platform(s) are best for your business. Just because everyone else seems to be on Facebook doesn't mean you need to be. Social media isn't one-size-fits-all. If you want to improve your SEO, then Google+ or YouTube might be your best choice. If you want to drive traffic to your site or improve your customer engagement, then Facebook, Twitter and Pinterest might be a better fit, according to Social Media Today.

    \n
  20. \n
\n
 
\n

The Don'ts:

\n
    \n
  1. \n

    Don't like your own posts. Of course you like your post. You posted it! But don't \"like\" or \"favorite\" your own material. Encourage your employees, however, to share and like the material that is posted. Your employees can be your brand's greatest ambassadors.

    \n
  2. \n
  3. \n

    Don't neglect your profile(s). Use your social media! Having a Facebook page or Twitter account isn't enough. You have to maintain your accounts to make them work for you.

    \n
  4. \n
  5. \n

    Don't share too much. Be careful of the things you share and don't share too much information. This one goes back to having a checklist. For example, if you are debuting a product and post hints or pictures too early, it could destroy the whole product launch that others worked so hard to build.

    \n
  6. \n
  7. \n

    Don't connect with everyone. Just because someone follows you, doesn't mean you have to follow them back. Think of it as choosing who you surround yourself with in real life. Before you follow back, think of how it will reflect on you. Is this someone who would represent you and your business in a good way if consumers saw that you were associated with them?

    \n
  8. \n
  9. \n

    Don't forget to network. Just as you would in real-life, always work to make connections and grow your brand by networking and building quality relationships on social media. If your impression is good enough you might be able to work in a few word-of-mouth shoutouts.

    \n
  10. \n
  11. \n

    Don't forget about privacy settings. You use them on your personal profiles, so do the same with your business. Remember: Once you share something on the internet, it doesn't go away. Sure, you can delete the post, but screenshots live forever. Taking care of privacy settings also includes protecting your passwords. Choose a password that is extremely secure and only give passwords to a select few. You don't want your social accounts to fall into the wrong hands!

    \n
  12. \n
  13. \n

    Don't be spammy. Just don't do it. Nobody likes spam, whether it be via email or social media. If you are constantly posting the same information over and over or inundating your followers, you risk becoming a nuisance and could lose some of the followers you've worked so hard to attract.

    \n
  14. \n
  15. \n

    Don't ignore comments. It is vital to engage with your customers. With no engagement, they may feel as if you don't care about their question, comment or concern. It all comes back to customer service. Don't ignore relevant comments. Use them as an opportunity to interact with your followers and show them how you address positive and negative situations.

    \n
  16. \n
  17. \n

    Don't delete negative comments. Acknowledging the problem can not only make an upset customer happy, but it can also prevent the company from a PR issue later. Addressing negative comments shows that your company is proactive in resolving issues and that you aim to serve your customers.

    \n
  18. \n
  19. \n

    Don't rely on automation. You lose the personal touch with customers if it sounds like a computer is speaking to them. Humanize your brand to make the engagement experience for the customer more personable.

    \n
  20. \n
\n
What are the do's and don'ts you've learned during your time using social media for business? Download this e-book for more best practices to apply to your social media strategy!
\n
 
\n
{{cta('3e8b96b2-001e-4f83-89a4-35d09b8d848e')}}
\n
 
\n
This post was originally created in 2015 but has been updated to reflect this year's current social media trends. 
\n
","publish_immediately":false,"html_title":"The Top 10 Do's and Don'ts of Social Media for Business","enable_layout_stylesheets":true,"blog_publish_to_social_media_task":"DONE","rss_email_image_max_width":0,"rss_body":"
\n

Is Your Social Presence Cringeworthy or Commendable?

\n

Editor's Note: This post originally appeared on our blog on January 19, 2014. It has since been updated to reflect the most current information.

\n

Have you ever come across a company's social media presence that seemed too personal... or too robotic? We've all seen it once or twice - or perhaps a few dozen times. All too often, these underwhelming social media fails stand out much more than brands that are doing everything right. Here are some of the most common social media mistakes brands make, as