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Influencer marketing has become more integral to marketing campaigns as brands try to reach audiences on platforms geared toward community building and creating content than companies. When you think of influencer marketing, you probably think of influencers with large followings collaborating with brands; however, smaller influencers (also called micro-influencers) are gaining traction among marketers.

HubSpot recently surveyed 1,200 global marketers and found that 64% of marketers listed micro-influencers among the creators they worked with throughout 2022. 53% of marketers said they plan on working with micro-influencers in 2023. So, why are marketers shifting their focus toward micro-influencers, and should you do the same? To answer these questions, here are four data-driven reasons to work with micro-influencers on your next campaign.

What are micro-influencers?

Our survey defined micro-influencers as creators and influencers with a follower/subscriber count ranging from 10,000 to 99,999. Micro-influencers are very well known within their niche and have a close relationship with their followers, resulting in high engagement.

Why Companies Should Work with Micro-Influencers

Here are four reasons your company should consider working with micro-influencers.

1. Micro-influencers have excellent engagement rates.

Our survey found that 33% of marketers reported having the most success with micro-influencers compared to nano, macro, and mega-influencers. As I said before, micro-influencers have very high engagement, so it’s no surprise that a third of our respondents reported great success working with them.

Micro-influencers boast high engagement because it’s easier to connect with and build a bond with fewer followers versus millions of followers.

A recent study by Later x Forh shows that the fewer followers an influencer has on Instagram, the higher their engagement rate. Instagram users with less than 1000 followers also receive likes from up to 8% of total followers, while users with 10 million+ followers receive only 1.7%.

2. They are more cost-effective than macro-influencers.

According to Shopify, micro-influencers with 5,000 to 30,000 followers charge between $73 and $318 per social media post. Specifically, Shopify says businesses can expect to pay micro-influencers around the following prices:

• $172 for an Instagram post
• $219 for an Instagram video
• $73 for an Instagram story
• $318 for a Facebook post
• $908 for a YouTube video

This is less than influencers with more than 500,000 followers. These influencers typically charge between $2,085 and $3,318 per post. For these influencers, companies can expect to pay:

• $2,085 for an Instagram post
• $3,318 for an Instagram video
• $721 for an Instagram story
• $2,400 for a Facebook post
• $3,857 for a YouTube video

If you’re a smaller business looking to tap into a more targeted audience online without exceeding your budget, micro-influencers would be a worthy investment.

3. They account for almost half of all influencers.

Micro-influencers with 5,000 to 20,000 followers account for 47.3 percent of influencers. Mid-tier influencers make up 26.8%, and nano-influencers make up 18.74%. Macro-influencers are rare in the influencer marketing landscape.

With micro-influencers making up such a massive portion of the market, finding one who fits your niche, shares your vision, and can tap into your audience is highly possible.

4. They foster authenticity and trust within their niche.

As mentioned earlier, micro-influencers can form a close bond with their audience, which leads to higher engagement than macro-influencers. Suppose you’re able to get a micro-influencer to support your product. In that case, that influencer will likely boost your reputation and build confidence regarding your business.

5 Brands Who Collaborate with Micro-Influencers

The following brands have included micro-influencer marketing in their marketing strategy:

1. La Croix

Sparkling water brand La Croix has collaborated with multiple micro-influencers to showcase its products. To encourage influencer collaborations, the brand sends vouchers for free cases of their drinks to micro-influencers with as little as 1000 followers. For example, the following Instagram post shows micro-influencer and journalist Andrea Albers holding a can of La Croix next to a Christmas tree.

2. Daniel Wellington

Daniel Wellington is a Swedish watch brand that started its global ambassador community to foster collaborations with micro-influencers. The company’s daily #DWPickoftheday contest challenges influencers to create exciting content to be featured on the company’s main account. Micro-influencers like Melanie Vaclavikova are often featured on the company’s Instagram.

3. Asos

Online retailer Asos works with micro-influencers via its Asos Insiders program. Through the program, Asos finds influencers of all follower counts to promote its clothing and beauty products. One micro-influencer the retailer has worked with is Lauren Nicole, a fashion influencer and editor with 74.6 followers on Instagram.

4. Coca-Cola

Even huge, long-standing brands like Coca-Cola have leveraged micro-influencer marketing in campaigns. Coca-Cola’s #Cokeambassador campaign welcomes influencers to post photos and videos of themselves with Coca-Cola products.

5. Sperry

Boat shoe brand Sperry frequently collaborates with micro-influencers on its social media. Sperry will grant influencers a budget to engage their community and audience. The company also launched OpenSponsorship to connect athletes with the brand, resulting in over 6,000 athletes from 160 sports working with Sperry.

In short, micro-influencers have excellent engagement and a close bond with their followers. Leveraging micro-influencers in your next marketing campaign is an effective and budget-friendly way to tap into your target audience on social media or community-based platforms. Now that you know the benefits of micro-influencers, you’re ready to collaborate with those whose work aligns with your vision.

 

 

This post is a part of The Crisis of Disconnection, a thought leadership series examining the latest research and insights to uncover how businesses can meet their growth goals, even amidst unprecedented changes to the way we work.

Despite our hyperconnected world, reaching customers and target audiences has never been harder. And, as we continue to see a shifting economy, evolving platforms, and constantly changing audience preferences, unless we take action the Crisis of Disconnection will only grow in 2023.

In this blog series, we’ve brought you up to speed on the Crisis of Disconnection, while outlining how the growth challenges ahead for your business won’t be your average walk in the park. Now, with the daunting stuff behind us, let’s turn our attention toward the light at the end of the tunnel.

If you’ve been following along, we’re glad you’re back. If you’re just joining us now, we’re glad you’re here.

How We Got Disconnected – And Why Fixing It is Vital

Before we go any further, let’s recap the disconnection challenges that have been giving business leaders pause:

• Point solutions are expensive, incomplete, and create more complexity than clarity. 74% of CRM buyers feel their teams have to switch between too many tools to get the job done
• People feel disconnected from each other — whether they’re at home or in the office. Only 49% of flex workers in the U.S. felt their team was working effectively in a hybrid environment.
• Strategies that once worked to connect with customers are no longer working. More than 30% of marketers say that they are experiencing average-to-no returns on their digital marketing investments.

It’s true that disconnection between your business and your customers — fueled by disconnection among employees and systems — is slowing growth.

If there’s a topline takeaway from our Crisis of Disconnection series, it’s this: connection can no longer be an afterthought.

Scaling companies need to place connection at the center of their business growth strategies. Otherwise, navigating the ever-evolving consumer landscape in the coming years will feel like an uphill battle.

Luckily, our research demonstrates that businesses are up for the challenge. The question is — how can you forge stronger connections across all facets of your company?

How to Re-align and Re-Connect Your Brand for Growth in 2023

1. Focus on Customer Connection, Not Customer Management

Suffice to say, we believe that the flywheel is pretty important when it comes to growing your business. The purpose of the flywheel is to accelerate growth, and spinning the flywheel (and achieving that growth) is only made possible through a strong connection to your customers. Not just to the ones you already have, but also to the ones to come.

In a world where 68% of companies are selling remotely, meeting your customers where they are has never been more important. But modern consumers feel like they’re being overloaded with an abundance of content, which only works to push them away from forging meaningful connections with businesses:

• 65% of google searches end without a click
• The average blog growth rate is -1.6%

Overcoming digital fatigue and distrust is no small feat, but working to build a connected business growth strategy is well worth the time and effort. This starts by optimizing every stage of the buyer’s journey to foster greater connection and purposeful communication.

2. Let Data Take the Guesswork Out of Advertising

Work to advertise in the places where your target customers are spending their time. When data tells you that your audience is primed to make purchasing decisions on a given platform, put more eggs into that basket versus wasting advertising spend elsewhere. It also doesn’t hurt to partner with trusted influencers in the space who’ve already built a connection with your target customers that you can leverage.

• 93% of all online interactions start with a search engine.
• 58% of millennials agree that social platforms are better than online searches for finding new products.
• 60% of marketers believe influencer marketing is the most effective marketing trend.

Clearly, even though the search engine experience may not be a perfect one as consumers are overwhelmed with content and often give up the search before clicking on anything, it remains an important place to be since most people who do end up interacting with a business online start on a search engine.

However, that may change in the future as the experience continues to suffer and both consumers and marketers are shifting their focus to social media as a channel for discovery and connection.

Of course, these are general trends, and advertising performance will vary depending on your specific audience. We always recommend doing your own research before committing to an advertising plan.

The key thing to remember here is that data should be driving these marketing decisions. Guessing isn’t good enough anymore — do your research to learn which channels and platforms your customers are spending the most time on. You can accomplish this by simply asking customers, followers, and prospects for their two cents. Don’t be shy! This is where first-party data can be your best friend. Lean on it to gain a better understanding of customers and their purchasing decisions.

While the question used to be, “How many channels are you active in?”,  the more important question to be asking yourself today is, “How unified are those channels and are they providing a consistent, personalized customer experience?”. In order to give your organization the information it needs to develop deep connections with customers, you must connect:

• With the right customers using segmentation based on real-time, clear, and clean data.
• In the most convenient place using an omni-channel approach
• At the optimal time – whether that’s now, later, or somewhere in between
• With the right context using first-party data to add personalization to all of your interactions.

Once you’ve nailed down where your customers are, it’s time to figure out how to attract and delight them. 62% of consumers say a brand will lose their loyalty if they deliver an unpersonalized experience, so make sure you’re offering something that is relevant and valuable to each specific consumer. Remember — what works for one buyer persona may fall flat with another.

In the past, businesses looked backward to get a sense of what worked. We believe the future is about looking forward, finding ways to analyze real-time data to understand not only how well you’ve connected with customers up until now, but also how to optimize those customer connections in the future.

3. Make it Easy to Buy

Buyers expect their experiences discovering and buying B2B and B2C goods and services to feel the same, regardless of who they’re buying from. Naturally, you want to provide easy payment solutions and options for how your customers buy.

But just like it’s important to personalize content for each buyer persona, so too is it important to cater purchasing options to the particular needs of your audience. Whether that means working through a sales representative or buying through an online portal, understand what your consumers want so you can give them the experience they desire.

• Just over 50% of SMBs still rely on disparate solutions to manage payment data, averaging five tools per purchase transaction.
• 83% of buyers say convenience while shopping is more important compared to five years ago.
• Only 19% of consumers prefer to message a company’s chatbot when reaching out to a company online. 45% prefer a human representative.

Updating your old go-to-market strategies for the new world requires you to connect with your customers on a more meaningful level. Of course, building those connections hinges on the connectivity of your people.

4. Near, Far, Wherever You Are: Help your Teams Connect

As you can imagine, it’s much harder to connect with customers when you’re having a hard time connecting with the people across from you — whether that be in the office or over Zoom.

Disconnected teams create silos within your organization, and a disconnected business is one that’s not able to reach its full potential.

23% of businesses cite difficulties with communication and collaboration between teams as one of their top business challenges. 45% of workers say that the number of people they interact with at work decreased, and 57% of people say that they engage in fewer social activities these days. All that’s to say, connecting with one another isn’t as easy as it used to be. However, a fully remote or hybrid work model doesn’t necessarily have to equal disconnection between your teams.

Take HubSpot, for example.

Even before the global pandemic, we believed in building a company where people could do their best work. For some, that’s in an office building. For others, that’s from a home office. With the goal of making work-life harmony a reality, we committed to being a flexible, hybrid company that ties culture to our values, people, and mission, not locations.

In the words of our Director of Culture, Eimear Marrinan, “Culture does not need four walls to thrive.”

While the old ways of working may never return, it doesn’t mean it’s the end of company culture as we know it. The key is to ensure teams can buy into a common goal, and are able to work together as one to reach it.

Build a social connection that motivates your teams and enables them to foster better working relationships, even if it’s in a remote setting. 59% of people would like to keep working remotely as much as possible going forward, so building a culture that thrives in a hybrid work environment should be top-of-mind for businesses.

The times may be a-changin’, but the craving for community is still consistent throughout every workforce. There’s no one-size-fits-all approach to being a hybrid company, and getting it right may take some time.

At HubSpot, we’re always learning how we can improve the way we work. Focusing on the critical ingredients — flexibility, empathy, communication, and inclusion — when building your work environment will inevitably put you on the path toward growth and success.

With all that said, we still haven’t gotten to another central, and sometimes overlooked, element of connection when it comes to your business — your systems, tools, and data. Pulling off all the above won’t be possible if you don’t have connected solutions in place to keep people and processes working in harmony.

5. Spend Less Time Configuring, and More Time Connecting

The average scaling company has 242 SaaS tools today. If that sounds like a lot, you’re right!

Expecting better relationships with customers and greater connection between teams when this many tools are in play is wishful thinking. In reality, less is more.

You need more than data. You need context.

You need more than content. You need connection.

You need more than contacts. You need community.

Hitting these goals largely depends on the connectedness of your internal systems, data, and tools. Your teams should be able to move away from focusing on building connections in a technical sense and towards fostering more meaningful connections on a human level.

Trying to make your myriad of disparate systems work together can feel like you’re swimming upstream. Instead, turn around and invest in a connected platform that streamlines and seamlessly connects your data.

Putting in the time and effort upfront to integrate a connected platform is well worth the long-term savings. One in four businesses today believe disconnected data and systems are among their chief concerns as they grow. And the ever-popular point solution approach brings with it its own set of problems.

Point solutions end up exacerbating silos across teams, which is ultimately not the point of implementing new tools and software. In reality, your teams work together closely, and giving them the means to connect and collaborate seamlessly largely hinges on the systems you put in front of them.

The time is now to prioritize “best-in-connection” solutions versus best-in-class tools. A platform that has connection at its core enables your teams to access data, collaborate with one another, and work through their responsibilities with no bumps along the way.

The trickle-down effect of disconnected systems negatively impacts your people, which ultimately impacts the customer experience. Making customer connection a central pillar of your business growth strategy starts by prioritizing a best-in-connection, all-on-one platform that delights employees and customers alike.

Time to Get Connected

That’s a wrap on our Crisis of Disconnection blog series! We want you to know that this is a concept we’re still deeply investigating, so while this is the end of this particular blog series, we’re just getting started talking about connection and how to optimize your business for it. Stay tuned for more on how HubSpot is actively working to address the Crisis of Disconnection!

In the meantime, be sure to check out HubSpot solutions, like our Free CRM or our Marketing, Sales, Service and CMS Hubs, which can help connect your team and grow better in 2023.

We love webinars. It’s a format we have a great appreciation for and one we use quite a bit alongside our friends at ON24 and the ABMLA. 

But while we love webinars, we need to acknowledge something about the format.

They’re not a lead volume driver.

If you’re expecting your webinars (specifically Live Webinars) to be your volume workhorse, you’re setting yourself up for failure.

Webinars Are Bottom of Funnel Content Format

Marketers have always been obsessed with volume. It’s logical, of course—they’re simply trying to improve their odds of generating a conversion. 

In terms of lead volume, the best content format over the past six years (if not longer) on the NetLine platform has been eBooks. Year over year, total eBook registrations grew 15.5%, accounting for 43.3% of all requests. 

According to our 2022 Consumption Report, all Webinar formats combined represented 2.3%. It’s also worth mentioning that On-Demand Webinar registrations increased by 45%—40.75% more registrations than Live Webinars. 

To underline just how popular eBooks are amongst B2B audiences: Guides, Cheat Sheets, Tips & Tricks Guides, White Papers, Research Reports, Kits, Webinars, and Checklists combined still represent a smaller number of registrations than eBooks.

In short, if you’re looking to diversify your content library beyond text-based formats, Webinars are a terrific option. They simply pale in comparison to eBooks, Guides, Cheat Sheets, and White Papers. 

Despite this fact, there is something that White Papers have in common with Webinars.

Their ability to signal a buyer’s maturation along the purchase path.

Live Webinar Registrations Are an Intent-Rich Signal 

Knowing when (and who within) your audience plans to make investments is incredibly valuable information. 

Thanks to our How Buyer-Level Intent Data Reveals “Who” is Ready to Buy report, we learned that ~31% of all respondents expect to make purchases within the next 12 months. Going further, 15.2% of all respondents shared they would be in market within the next six months.

This research also revealed fascinating equivalencies between the buying journey and content format. Based on this data, we can suggest that White Paper registrations are a greater indication that a user is in a late stage of a purchasing decision. 

Webinar registrations, however, represent the most significant purchase intent signal. 

Users registering for Webinars are 29% more likely to be correlated with a purchase decision within the next six months. This is due to the fact that as users progress further into their buying journey, the fewer “peers” they have, meaning there’s less volume at this stage. 

The volume may not be there, but your interested prospects certainly are. 

The Live Webinar Paradox

Marketers use NetLine (or any lead generation vendor) to leverage our expertise in demand generation and lead nurturing to fill their pipeline with engaged prospects at scale. 

The majority of content formats are quite good at accomplishing this goal. The challenge with a Live Webinar, however, is that while we (and the client) can generate interest, getting a user to come to the event is quite difficult.

Herein lies the crux of the issue that Live Webinars face: Attendance. 

What Truly Drives Live Webinar Attendance

Photo by Wes Hicks on Unsplash

The concept of “real-time” is fascinating. It’s what has sparked a massive influx of cash into the world of professional sports in the United States. For example, while baseball’s popularity has declined in recent years, local broadcasters pay top dollar in order to capture the attention of their market for more than six months each year. 

In short, these broadcasters pay because fans pay attention in real-time thanks to how much they care. The same ideas can be applied to Live Webinars. 

The importance of the subject matter, speaker, and perception of the session will immensely drive attendance rates and cannot be understated. Sessions lacking oomph will surely take a hit when people feel like they can miss the session. 

Conversely, something perceived as must-see webinar content will draw attention even through busy schedules. 

ON24’s Webinar Benchmarks Report 2022 states that, in 2021, 59% of Webinar registrants became attendees. ”Of registrants, 35% converted into live webinar attendees and 24% converted into on-demand attendees.” Live Webinars outpacing On-Demand Webinars in terms of attendance rate is surprising. NetLine has seen client campaign content cover the spectrum of engagement. 

Content that failed to resonate strongly failed to clear 5% attendee rates. Content that commanded excitement and mindshare resulted in attendance rates north of 50%. 

Live Webinar Volume vs. On-Demand Webinar Volume

We shared earlier that On-Demand Webinar registrations increased by 45% YOY; 40.75% more registrations than Live Webinars. Part of this comes down to the availability of On-Demand Webinars. Historically, the volume of content available for a given format is a reflection on audience demand. The more users consume, the more marketers will produce. 

In 2021, Live Webinars represented 3% of all content added by B2B marketers on the NetLine platform. While this is less than half of the offerings available for On-Demand Webinars (7.3%), this isn’t an insignificant figure for a format so closely associated with serious purchase consideration. 

In the end, On-Demand Webinars feature a modest 7% increase in registration activity in comparison to Live Webinars.

On the surface, everything appears to be quite similar. But it’s not. 

Ultimately, the reason why these two Webinar configurations are so different is simple: On-Demand Webinars can be consumed on your time. 

Live Webinars cannot.

Resetting Expectations

We don’t want you to walk away with the impression that Live Webinars aren’t worthwhile.

They most certainly are. They simply need to be deployed correctly.

With all of these factors laid out, it’s easier to realize how improbable it is for any bottom-of-funnel-oriented format to drive large volume. Conclusively, we hope you leave this article knowing two things:

1. Live Webinars cannot be expected to always drive high lead volume
2. Live Webinars are a wonderful content marketing format for engaging with high-intent buyers

That’s it. The details above require greater attention, as well as additional efforts to educate B2B professionals. It needs to be taught and discussed so we no longer have reason to scratch our heads when a Live Webinar doesn’t deliver the volume you were hoping for.

When to Use Live Webinars in Your Content Marketing Strategy

As we’ve shown with the data provided, the values that Live Webinars provide come at the bottom of the funnel, toward the end of the buyer’s journey.

Live Webinars should be leveraged for your most engaged prospects, providing information that can only be heard and seen by attending. Use this time as a means of demonstrating your industry authority, innovation in the space, and your ability to solve specific problems for your customers.

Without being this tailored, your efforts will likely be for naught, leaving you with low turnout that could have been shared via email or a demo. 

When Not to Use Live Webinars in Your Content Marketing Strategy

Obviously, if you’re banking on massive volume to fill your funnel, we’d suggest starting with another content format before moving those registrants over to webinars once they have demonstrated greater intent. 

The list of options for the top of the funnel is endless, as Live Webinars won’t serve those just exploring for the first time. However, eBooks, Guides, and White Papers are a marketer’s best friend if you’re looking to drive lead volume

Live Webinars Are a Great Content Format

Now that you know how best to use Live Webinars, we hope your content strategy will be improved because of it. 

Live Webinar registrations and show-ups are chockful of superb intent data. Armed with this knowledge, you should be better equipped to crush your next one.

Ultimately, it’s important to find balance in your content approach. 

Regardless of its ability to drive leads or conversions, each format serves a different purpose for your audience. Avoid relying on personal preferences or opinions to drive your content strategy and production. Instead, lean on your audience data; look closely at the needs of your buyers and their consumption trends to better understand your audience. 

This should yield a content library that not only offers a solid mix of formats but one that speaks to buyers across their journey. When all is said and done, that’s all you want anyway: The opportunity to connect with your prospect at every stage.

As a marketer, you know digital content like blogs, videos, and social media are integral to your marketing strategy, but figuring out the frequency you should post digital content can be tricky.

Fortunately, HubSpot surveyed over 1,200 marketers to determine how often you should publish content across various channels. Here’s what you need to know.

How often do marketers publish content?

Our survey found that 34% of marketers publish content multiple times a week, and 33% publish content once a day. Only 13% reported publishing content multiple times a day, 10% said weekly, 6% said multiple times per month, and 4% said once a month or less.

But which posting frequency is the most effective? Well, most marketers (35%) who publish once daily described their 2022 marketing strategy as effective.

Interestingly, we found that 33% of the marketers who publish multiple times a week said their marketing strategy was effective, 39% described it as neither effective nor ineffective, and most (43%) described it as ineffective.

However, how often you should post content depends on when your audience is most active online and on different platforms.

How often should you post content?

To find out how often you should post content, conduct audits for your marketing channels to track your audience’s behavior and your content’s performance. You can conduct a website audit to assess your blog and web pages. You can also perform a social media audit to do the same for your social media channels.

After completing your audits, you’ll have a comprehensive analysis of your content’s performance and your audience’s behavior. You’ll then be able to determine how often you should post content for each channel.

While the ideal posting cadence can vary for every organization, there are some factors marketers should be aware of when posting content.

How often should marketers post blog content?

How often you publish a blog post depends on your goal. For example, if your main goal is to boost organic traffic, we recommend posting optimized content as frequently as possible. Consider educational content like how-to’s, listicles, and campaign round-ups to keep your blog posts fresh and consistent. Running out of ideas? Check out 101 blog post ideas for inspiration.

For organic traffic, small blogs should post new content 3-4 times a week, and larger blogs should post new and updated content 4-5 times a week.

If your goal is to raise brand awareness, you likely won’t need to post as often as you would for organic traffic. That’s because you’ll focus more on building your brand’s voice than on boosting numbers. You’ll need to focus on diversifying your posts and providing informative content to boost brand awareness.

We recommend small blogs post new content once or twice a month to raise brand awareness. In this case, larger blogs should post new and updated content 3-4 times a week.

How often should marketers post social media content?

How often you post on social media depends on the platform and how it works. For example, Twitter is a chronological-based social media platform — so posting at a high frequency is better for visibility.

On the other hand, Facebook is algorithm-based, so your posts should be more about quality than quality. In fact, we found that posting on Facebook more than five times per week can cause the ROI to drop significantly.

However, every social media app is different, and there are exceptions to the rule. For instance, TikTok is algorithm-based, but creators are encouraged to post 1-4 times daily to boost visibility.

How often should marketers post video content?

The frequency in which you post video content will vary depending on the platform, but a great rule of thumb is to include video content wherever possible in your blog and social media content. So, every time you post a new blog, try to find a way to incorporate video. For example, you can embed TikTok videos and YouTube videos or create fresh videos specifically for the post.

Now that you know how frequently you should post content, you’re ready to craft your 2023 marketing strategy.

Nano-influencers and micro-influencers — which are content creators and key opinion leaders (KOLs) with smaller audiences ranging from 10,000 to 75,000 followers — often slip under the radar.

However, despite a smaller following, their conversion rates stack up against celebrities and those with bigger audiences. In fact, according to Forbes, micro-influencers drive 60% higher campaign engagement rates than their macro-influencer counterparts.

You can dramatically increase revenue with the right strategy behind your micro and nano-influencer marketing plan. Here’s what you need to know.

What is influencer marketing?

Influencer marketing is the practice of brands collaborating with influencers. Influencers are social media superstars, trendsetters, tastemakers, and knowledge leaders with sizable and highly engaged networks of followers on social media.

Accessing influencers is a powerful marketing tool to boost brand awareness, send qualified traffic to your website, and impact purchasing decisions through product placements and endorsements on social media.

Influencers can be anything from a famous fashion photographer on Instagram, a well-read cybersecurity blogger who tweets, or a dance instructor on TikTok.

What are micro- and nano-influencers? 

Micro- and nano-influencers are individuals or accounts with small but loyal audiences. Nano-influencers have less than 10k followers, and those in the micro category have an audience size between 10k-75k.

The most significant benefit of working with an influencer with a smaller following is their close, trusted relationships with their audiences. Consumers are more likely to follow advice or recommendations because, with a smaller audience, these influencers are more likely to engage one-on-one with followers.

This interaction leads to higher conversion rates and more returns on your marketing investment. Plus, smaller influencers typically come with a budget-friendly price tag, so your marketing dollars go further.

These influencers want to grow their following and reputation, so they may go the extra mile to impress brands. If you need to adjust deadlines or alter posts, micro- and nano-influencers may be responsive to feedback. Small-scale influencers respond faster to communication as they have fewer messages in their inbox.

Some brands shy away from working with influencers with fewer followers because they want a broader reach. However, nano and micro-influencers have developed strong trust with their audiences, will work for smaller budgets, and are more likely to collaborate in content creation.  

How to Find and Recruit Micro-influencers and Nano-influencers

Building a successful campaign with micro- and nano-influencers requires finding the hidden gems that fit within your budget but have a highly engaged audience. Here’s how you can do that.

1. Search in an influencer database or marketplace.

A database like the impact.com for Influencers and Creators platform does most of the heavy research for you. It gives you a quick overview of an account’s followers, engagement rate, platforms where they are active, and more. A marketplace also shares potential partners’ categories, demographics, and values so you can quickly find influencers that match your brand identity.

2. Get specific about with whom you want to work.

The smaller the audience, the more targeted your messaging needs to be. When trying to connect with a small number of people, you need to be sure your product fits their lifestyle. When finding and recruiting micro- and nano-influencers, get specific — look for partners who are already fans of your brand and speak your language.

3. Offer a personal touch when engaging with influencers.

Building long-lasting relationships with influencers are all about creating emotional connections. Customize your outreach messages and focus on nurturing your relationships as your partnership grows.

4. Consistently add new influencers to your marketing strategy.

You’ll want to work with larger groups of influencers with small audiences to widen your reach, so keep your recruitment efforts going after getting your partnership program off the ground. Consistency fuels your marketing initiative, so you can make new connections and promote brand awareness.

How to Manage Micro- and Nano-influencers to Build Profitable Relationships

Securing long-lasting partnerships that boost revenue involves creating a mutually beneficial environment where you and your influencers succeed.

For instance, online for-profit clothing store Ivory Ella partnered with micro- and nano-influencers to tap into new audiences and grow revenue. By the end of their first full year, they saw 11% of their total revenue coming through partnerships. They decided to double down on partnerships, and in Q4, they increased revenue by 56% year-over-year (YoY) and generated 17% of total revenue through their influencer partnership program.

Ivory Ella isn’t an outlier. You can achieve great results by doing the following:

1. Automate manual processes to improve workflow.

Busy work piles up when you onboard and manage multiple influencers. Automation tools help ease some pressure, so you don’t fall behind. Consider automating:

• Tracking and reporting: automatically generate reports that show each influencer’s engagement and conversions.
• Communication: use an automated system to send updates, surveys, check-ins, feedback requests, and other forms of communication.
• Recruiting: set up alerts to be notified of new potential partners in your space. Using automation fosters growth with less human intervention.

2. Choose your compensation method based on performance.

Influencers with smaller followings charge far less than celebrities. However, you still need to reward them fairly for their time and effort.

Some popular payment models for influencers include:

• Performance bonuses: brands pay influencers when a user converts or triggers a “success event.” These events include purchases, subscriptions, sign-ups to newsletters and free trials, app downloads, etc.
• Participation bonuses: this model compensates for upper-funnel contributions such as brand awareness.
• Hybrid model: influencers get paid a flat fee plus performance and/or participation bonuses for specific user actions.
• Flat fee: brands pay influencers a fixed rate per post or campaign.
• Gifting: brands gift products or services to influencers in exchange for content creation.
• Tiered fee: the fee is based on the number of engagements and/or contributions to the buyer journey.
• Monthly payouts: influencers get paid a fixed monthly fee for the length of the contract.

Micro- and nano-influencers introduce potential customers to your brand through engaging content. The last touchpoint attribution model gives the conversion credit to the final touchpoint where a customer has converted.

These creators are seldom the last touchpoint. They play an essential role in other parts of the sales cycle, such as brand awareness and persuading audiences to convert eventually. For these reasons, paying small-scale influencers with gifts and performance bonuses that solely reward last touchpoints may not meet their requirements.

According to a WARC and impact.com white paper, 84% of influencers (small-scale and big-scale) prefer a flat fee payment, while 47%are open to a hybrid model.

3. Prioritize your partner’s experience.

Working with a beloved brand is exciting for an influencer of any size. Micro- and nano-influencers who partner with the right brand may get the momentum they need to accelerate audience growth. By providing a memorable experience, you may contribute to their development, which benefits your brand.  

When partners feel valued, they’ll take that extra step when discussing your brand and products. They want to build a business with you, and the more recognition they get for their work, the better their content becomes.

Here are some ways to boost your partner experience:

• Reward partners. Incentivize influencers for achieving specific goals or milestones. For example, offer them a performance boost when they bring in a defined amount of new leads or raise their commission at a special conversion rate.
• Pay influencers on time. An influencer and creator platform tracks and streamlines payments, so you’re never late.
• Gifting goes a long way. Give away some of your top products to loyal partners or share a discount code for them to try something new.
• Have fun and get creative. Challenges, games, or other fun activities are a great way to stand out and bring something new to your partnerships.

Get Significant Revenue Boosts from Smaller Audiences

A strong influencer-based marketing strategy requires many different kinds of partnerships — including those with smaller followings. It’s easy to get caught up in numbers and assume bigger is always better, but after a few collaborations with micro- and nano-influencers, you’ll quickly see how you can get great returns from working with the right people.

Few marketing trends last forever. In reality, they come and go at rapid speed — and marketers must adapt.

Because marketing is always evolving, your marketing playbook should, too. But if your strategy looks the same as years prior, it’s time to do some housekeeping.

Here, we’ll cover five marketing trends that are losing steam and how marketers can respond.

1. Celebrity endorsements on social media.

Have you ever seen a sponsored post from a celebrity on social media and thought, “Do they really use that?”

For example, Beyond Meat’s collaboration with media personality Kim Kardashian became a viral moment in 2022, but for all the wrong reasons. After releasing a promotional video of Kardashian sampling its vegan products, viewers were quick to accuse Kardashian of “fake chewing,” leading many to question the authenticity of her endorsement.

While celebrities offer more exposure, consumers need to trust the celebrity and believe the endorsement is authentic. But building that trust is getting harder.

Research shows that trust in celebrity endorsements is decreasing. Only 44% of Gen Z-ers trust endorsements from a celebrity or athlete. This number drops to 38% for Millennials.

Unsurprisingly, the same study found that influencers are more trusted as brand spokespeople. We predict social media influencers – specifically micro-influencers — will start dominating this space.

Micro-influencers have a smaller following than traditional celebrities, but their audience is highly engaged. On top of that, they are seen as “everyday” people, so their audience is more likely to trust their recommendations.

Brands are catching on: more than 56% of marketers who invest in influencer marketing work with micro-influencers.

2. The heavily filtered Instagram aesthetic.

If you’ve scrolled through Instagram recently, you may notice the aesthetic is changing.

Gone are the days of heavily filtered photos and perfect Instagram feeds. Nowadays, influencers, brands, and everyday users are pivoting towards a more unedited look.

What’s the reason for this pivot? Many users feel a sense of fatigue over the highly processed aesthetic that has dominated the platform for years. The Gen Z crowd, in particular, values authenticity over appearing too polished online. It’s no surprise they gravitate to TikTok, where raw and unfiltered content is the norm.

Brands are starting to take notice of this shift. Skincare brand Glossier, for example, plays into the “anti-aesthetic” movement by sharing candid shots, unedited photos, and even cute animal photos.

Although this is just a shift in aesthetics, it points to a bigger trend with young consumers: they crave authenticity from brands. In other words, snapshots of avocado toast and heavily filtered selfies won’t cut it. Instead, brands must explore how to appear more accessible and relatable online.

3. Audio chat rooms.

Audio chat rooms — like Clubhouse and Twitter Spaces — surged in popularity during the start of the pandemic, when many people were seeking opportunities to connect with others.

Fast forward to today, and more than a quarter (29%) of marketers are planning to stop investing in audio chat rooms in 2023.

From a marketing perspective, the biggest problem with audio chat rooms is that users prefer to speak with people — not brands. In fact, only 7% of Gen Z consumers prefer audio chat rooms for discovering new products.

Audio chat rooms are also losing popularity with younger audiences. Only 14% of Gen Z consumers have visited Twitter in the past three months, and a slim 13% have visited Clubhouse. If your audience skews younger, it’s worth exploring other strategies.

4. Long-form videos for social media.

It’s no secret that short-form video has dominated the social media landscape this year, and it will continue to pick up steam in 2023.

In fact, short-form video will see the most growth of any trend in 2023, according to HubSpot’s 2023 Marketing Strategy & Trends Report. On top of that, a staggering 96% of marketers agree that the optimal length of a marketing video is under 10 minutes.

Of course, this isn’t to suggest long-form video doesn’t have its place — or that it’s going extinct. Longer videos can offer more information about a topic, product, service, or brand.

However, the challenge is keeping your videos engaging enough to hold the audience’s attention. Shorter videos, on the other hand, work well on social media because they align with the fast-paced attention spans of online audiences.

5. Marketing in the metaverse.

Marketing is all about experimentation, and the metaverse became a new playground for marketers to explore. However, this initial excitement seems to be fizzling out.

29% of marketers plan to stop marketing in the metaverse (e.g. Horizon Worlds and Roblox) in 2023. In addition, more than a quarter (27%) plan to stop leveraging VR and AR.

Although the metaverse is intriguing, it’s proving difficult to execute. The equipment is expensive, the hardware is uncomfortable, and adoption is slow.

That said, the metaverse is still in its infancy. As it continues to evolve, things could turn around.

Back to You

Marketing is always evolving, so your marketing playbook should, too. As we inch closer to 2023, it’s essential to take stock of which trends you want to leverage, and which ones are better left behind.

Instagram Reels generate 43.5% more engagement than Instagram videos on average. So if you’re looking to give your content a boost, it’s time to make the switch.

But there’s a catch. It’s impossible to deliver engaging Reels daily. You may run out of time or ideas. Scheduling Instagram Reels is a great solution to keep up with posting every day.

Read the full post to learn how to schedule IG Reels.

Table of Contents

• The Benefits of Scheduling Instagram Reels
• How to Schedule Instagram Reels With Creator Studio by Meta
• How to Schedule Instagram Reels With Other Tools
• Best Apps for Scheduling Instagram Reels
• Gain More Engagement With Instagram Reels Scheduling

The Benefits of Scheduling Instagram Reels

Still not convinced that you should schedule your reels? Here are six major benefits of planning ahead.

1. Posting at the right time garners more engagement.

The best time to post Reels is between 9 a.m. and 12 p.m. from Monday to Thursday, according to a two-year-long research study from Hootsuite. On Saturdays, you’ll want to post at 9 a.m., and on Sundays, it’s 7 p.m.

Unless you live, sleep, and eat with the phone in your hands, it’s difficult to stick to these time slots without scheduling posts.

If you want the most engagement on your Reels, schedule them when your audience is most active on Instagram.

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2. You’ll be flexible and consistent with content creation.

The idea for a Reel can hit you anytime, but you don’t always have to publish it instantly. Let’s say you just posted a Reel one hour ago, and you’re already filming another. It’s better to schedule your new Reel for later the next day. This way, you won’t confuse the Instagram algorithm with excessive posting.

Ideally, your team will post between 14-20 times per week on Instagram for the best reach rate per post. Reportedly, creators should post no less than 4-7 Reels per week.

3. You can plan your marketing campaigns upfront.

When it comes to product updates, seasonal sales, and other planned marketing activities, you create promo content beforehand. Prepare your Reels, schedule them for the future, and enjoy seamless campaigns.

4. You can post even when you’re out of the office.

On Instagram, you’ll get more impressions if you publish quality content regularly. Stop posting for a week, and you’ll see a drop in impressions and engagement.

Make Instagram work for you while you’re on vacation by scheduling IG Reels.

5. You can drive sales and ROI.

Your Reels can help your sales team reach its goals. Eighty-one percent of marketers say that video marketing has helped them drive sales. By preparing and scheduling Reels, you can help prevent dips in sales.

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How to Schedule Instagram Reels With Creator Studio by Meta

Meta has allows any user to schedule Instagram Reels since August 2022. You’ll just need to use Creator Studio, Meta’s official, free social media management platform. Let’s go over the process.

1. Create an account and connect your Instagram.

Log into Creator Studio, and enter your Facebook account details. Then, click on the Instagram icon and connect your Instagram account by following the given instructions.

To connect your Instagram profile, you first need to create a Facebook Page (don’t confuse it with a personal profile).

Then, open the Instagram app and click “Edit profile.” Tap “Page,” and connect your Facebook Business Page to your Instagram account.

2. Prepare your Reels using Instagram.

Create your Reel on Instagram, and edit it. Add sounds, choose visual effects, or apply filters. Download the video to your phone by clicking the “Download” button. You’ll use your downloaded video for scheduling in the next step.

3. Create a post and format it with Creator Studio.

Click on the green button at the top right corner and select what video you want to publish. Use Instagram Feed for videos under 60 seconds. Select IG Video for posting Reels up to 90 seconds.

It may sound confusing since Reels aren’t mentioned in the dropdown, but all videos you publish on Instagram automatically become Reels.

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Now, upload the Reels you would like to post. Write a caption, add hashtags, and choose a location, if needed.

Lastly, select a cover image. Creator Studio will offer you options. You can pick one of 15 AI-generated images, upload a custom image, or choose any frame from the video.

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Navigate to the bottom right corner and click on the blue arrow to trigger publishing options. Select “Schedule” and set the date and time when you want to publish the Reel.

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That’s it! Your Reel will be published on the selected day and time.

How to Schedule Instagram Reels With Other Tools

If you manage many social media accounts, you may benefit from using a third-party social media management platform.

The process for scheduling a Reel is similar, regardless of platform. For our example, we’ll show you how to schedule your posts using Later.

1. Create Later’s account and connect your Instagram.

This step is super easy. Sign up and click on “Add Social Profile.” Once you connect your account, you’ll appear in the Later dashboard, where you can create Reels.

Note: The auto-scheduling feature works only for Instagram Business Profiles. You cannot use Creator or Personal profiles for scheduling Reels due to Instagram regulations. Here is how to set up a business account on Instagram.

2. Record your Reels and adjust them to meet Instagram video guidelines.

Film and edit videos for Reels. Add music and effects. Crop the video to an aspect ratio of 9:16 or 16:9, which is recommended by Instagram for optimal viewing.

3. Add the video to Later

Upload your Reel video to the Media Library by clicking the blue button in the top left corner. The video will appear right below.

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Drag your video to Calendar to schedule and open the Post Builder.

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4. Format and schedule your Instagram Reel.

In the Post Builder, select “Post Type — Reel.” Write a caption and add hashtags. Add location and first comment (if needed). Ensure your Reel is up to 90 seconds long, or trim it.

Note: Custom cover images are not allowed for auto-published Reels due to Instagram API restrictions. Choose a frame from the video to use as the thumbnail.

Choose the day and time to post the Reel. Then, follow the instructions in the screenshot.

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Click “Save.” Then, your Reel will be automatically published at the selected time.

Now let’s see the best tools for scheduling Instagram Reels.

Best Apps for Scheduling Instagram Reels

This section features three different apps to schedule IG Reels. We’ll discuss what features they have, pricing, and some tips for using each tool.

Let’s start!

Later

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Later is an intuitive tool for creators and social media managers alike. You can plan, schedule, and analyze content across all social media platforms.

What we like about Later is the Visual Planner. In this section, you can rearrange upcoming Instagram posts to develop a bespoke look and feel for your social media page.

You can also use Later’s in-depth IG and TikTok analytics to determine when your audience is most engaged. This way, you can uncover the best time to post Reels.

For ecommerce, Later is integrated with Shopify. This lets you tag products on posts to redirect your audience to the item cards.

Pricing

• Try it free for 14 days.
• Pay $18 per month for the Starter plan; $40 per month for the Growth plan; and $80 per month for the Advanced plan.

Hootsuite

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Hootsuite is an all-in-one social media management tool that is best for digital marketing agencies and mid-to-enterprise-level in-house teams. It works with all social media platforms, including YouTube.

Hootsuite can be used for:

• Planning and scheduling posts.
• Running and optimizing ad campaigns on social media.
• Managing communication in direct messages and comments in one place.
• Monitoring your brand mentions.

Pricing

• Free 30-day trial.
• The Professional plan is $49 monthly; the Team plan is $179 monthly; the Business plan is $739 monthly.
• Custom deals are available for enterprises.

Publer

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Publer is a versatile tool for social media management and beyond. It enables you to create, curate, schedule, and analyze all upcoming social media posts with unique features.

With Publer, you can manage Facebook, Instagram, TikTok, Twitter, LinkedIn, Pinterest, Google Business profiles, WordPress sites, and even Telegram channels and groups.

Features We Like

• Publer’s “Link in Bio” feature makes Instagram posts clickable. Analytics are included.
• Integration with Crello and VistaCreate. You can design graphics and turn them into social media posts in one click.
• Bulk scheduling. You can craft up to 500 posts and schedule them in advance.
• Recycling. Automatically rewrite your top-performing “evergreen” posts with a built-in Spintax Generator and schedule auto-generated posts.

Pricing

• Freemium for three accounts and limited features.
• The Professional plan is $15 per month; a 7-day free trial is included.
• The Business plan is $28 per month; a 14-day free trial is included.

Gain More Engagement With Instagram Reels Scheduling

Scheduling your Reels helps you drive more engagement and attract new followers faster.

Opt for a paid social media management app if you create content for multiple accounts or across different social platforms. For creators, we recommend using Creator Studio or trying Publer’s free plan.

Soon, you’ll be one step closer to your next viral moment.

What do your customers know about you? Do they know you sell products and have a website? That’s not always enough to build a brand identity that resonates with buyers and establishes your brand as the right choice. 

People who find you online want to know about your company’s mission, vision, and, of course, how you can help them solve their problems. And, an impactful and memorable first impression can help you stand out in the digital world.

How can you make sure that they have all that information at their fingertips? Well, a company profile is the perfect tool for the job.

In this article, we’ll discuss:

• What a Company Profile is
• How to Write a Company Profile
• Company Overview Template
• Company Profile Examples
• Company Description Examples
• Company Profile Templates

A company profile serves multiple purposes, but two of its primary goals are to connect with customers and attract investors for funding opportunities.

Why Company Profiles are Important

Company profiles go a step beyond the standard “about” page. They share how your company got started — and why you continue to serve customers.

Here are some of the reasons why having a company profile is important:

1. A company profile differentiates your brand.

A company profile describes what makes your company unique. It automatically differentiates your brand because no other company has the exact same founding story and reason for existing that your business does. Your history and values are integral parts of your brand positioning strategy, and a company profile is where you can mention this information without it feeling extraneous or out of place.

2. A company profile may justify a higher price point.

You can justify a higher price point for your products and services, if you go into details about your production values or ethically-sourced materials.

For instance, Starbucks’ coffee may not necessarily be better than Dunkin’ Donuts’ coffee, but because Starbucks goes into details about its high-quality ingredients, it immediately creates the sense that you’ll be paying a little more for a “better” product.

3. A Company profile builds your reputation.

What do you want your company to be known for?Is your company the one that started as a small family-owned shop that grew into a billion-dollar enterprise? Or is it a company that upholds sustainability and puts ethics at the forefront of its brand? You can build your reputation through marketing, service, and sales campaigns, but it all begins with a well-curated first impression.

Now that you understand the importance of a company profile, it’s time to learn how to write one. Creating a company profile doesn’t have to be nerve-wracking. In fact, it can actually be rather straightforward.

Here are ten steps to guide you on how to write your company profile.

1. State the purpose of the company profile.

This is the most critical part when writing an effective company profile. You want to make sure that the statement aligns with what you’re trying to accomplish. For instance, if your goal is to attract investors, you can include:

• Your business’s performance
• The value of the products you sell
• The company’s revenue

On the other hand, if you want to attract customers, it’s best to add the company values to your profile.

The purpose of a company profile should act as your guide throughout the process, so take your time on it.

2. Decide on the format or style.

How you present your profile significantly affects how successful it is. It’s important that the style offers excellent readability and encourages the audience to engage with it.

This depends on your audience – for example, it’s best to stick to the traditional format for an accounting firm. That is, list the company’s achievements and awards.

On the other hand, if you’re in a fashion or social media marketing firm, it’s advisable to be creative and visual. Byte/Dept, for example, is a marketing technology company with a creative and visual homepage that is in line with what it offers. 

Don’t be afraid to experiment or go wild with your ideas as long as they resonate with your target audience.

3. Tell your story & be authentic.

There are probably a million other businesses that sell what you’re selling, but no one else shares your story. Your story is what makes you unique. Don’t just write numbers and dates; let your prospects know who you really are. Be vulnerable and tell them why you started your business.

What inspired you? Share the bad and the good – it doesn’t have to be glamorous. It only has to be authentic.

4. Add your company’s mission statement.

If you don’t have a mission statement, it’s time to craft one. Writing a mission statement for your company isn’t as scary as it sounds, and there is no need to overthink it. You only need to ask yourself these three questions:

• Who you serve – this is your target consumer
• How do you do it – what product or service do you provide to solve their problems?
• What makes you different – why should your consumers buy from you or trust you over your competitors?

5. Write your company’s history.

This needs to be in chronological; otherwise, it will confuse your readers. You can do it in a paragraph or a timeline format as long as it shows a flow.

Another tip is to remember that less can be more. As tempting as it is to share all your milestones, stick to the major ones to avoid overwhelming the reader.

6. Describe the products and services you offer.

The next step is to describe what your company offers. You can choose a few of your best products or services and give an in-depth description or simply list down everything your business offers.

7. Name the awards your company has received.

If you have received any awards or recognition, add them to your profile and describe them. They showcase your company’s values and give the community a reason to trust you.

8. Add your customer’s testimonials.

Your customers may take everything you say with a grain of salt, but they will believe other customers who have used your products. This is an excellent way to promote your business without having your products or services come off as hard-sell.

If you’re a B2C business, simply include some of your customer’s best quotes, tied with your best value products. If you’re a B2B business, have a testimonial from the most prominent client on your profile.

Hedley & Bennett, a restaurant wear company, features customer reviews and testimonials on its homepage. 

9. Include a call to action.

This isn’t mandatory, but it’s a nice touch to your company’s profile. What do you want the readers to do after reading the profile? Visit your branch, check out your website, or call you? Simply include it at the end of your profile. This brings us to our last step.

10. Add your company’s contact information.

This is one of the most critical parts of the company profile. Include all the possible ways your prospects can reach you. This may include but is not limited to; social media profiles, websites, phone numbers, fax, email, and physical address.

Make sure it’s visible to anyone who reads your company profile.

Company Overview Template

Now that we have gone through all the necessary steps you need to create a company profile, it’s time to put all that into action. Here is a simple company overview template that will help you get started.

Our Story

[Company name] was founded in [Year], and we have accomplished so much over the years. To create a world where [ the solution your business solves] has always been our goal.

Our Founder and CEO [Name] was inspired to start this company by [ one or two sources of inspiration].

At [Company Name], we encourage our community to [ a positive statement related to your brand].

Meet our Team

[Photo] [Name] [Job Title]

[Photo] [Name] [Job Title]

[Photo] [Name] [Job Title]

Our Mission, Vision & Values

Mission

Our goal is to provide our customers with the best [ service or product] at the best possible market price without compromising quality.

Vision

To be the most reliable [ service or product] provider and enhance [what your product or service does].

Core values

[List your company’s core values]

What Our Customers are Saying

[Insert customer’s testimonials]

Contact Information

Location

Website URL

Social Media Pages

Cell Number

Company Profile Examples

1. Starbucks

Starbucks’ company profile has it all — its mission, background story, products, store atmosphere, and even folklore regarding the name. Best of all, they manage to pull off sounding genuine and grandiose. I don’t know many other coffee stores that could claim that their mission is “to inspire and nurture the human spirit.”

Starbucks’ company profile is a fantastic example of a store with a common household product: coffee. Starbucks managed to stand out from the competition through its mission and values.

2. Wales Bonner

If your company has an exciting and intellectual history, you might consider creating a profile like Wales Bonner’s. It begins with an impactful statement: “Wales Bonner proposes a distinct notion of cultural luxury that infuses European heritage with an Afro Atlantic spirit. Launched by Grace Wales Bonner following her graduation from Central Saint Martins in 2014, the label is informed by broad cultural research and embraces a multiplicity of perspectives.”

After sharing the brand’s intellectual background, it describes the owner’s journey in building the company, starting from the time she was a college student, as well as the accolades she has received through her ingenuity in design. With a good balance of image and text, the timeline serves as a reminder of Wales Bonner’s stability and growth.

3. Diehl Group Architects

For both cleanliness and ease-of-use, take a look at Diehl Group Architects’ company profile. The web page uses clickable boxes to separate topics, allowing users to choose which subject they’d like to learn more about.Additionally, the entire design mirrors the company’s purpose, including the page’s background, which displays a floor plan.

4. Bloomberg

Consumers use video as an integral part of their journey with brands, so you might consider using a compelling video to convey your company’s story as Bloomberg does in its company profile.

Bloomberg’s profile proves the company knows its audience because they offer quick statistics and links to other areas of the site, such as Careers and Tech. While other businesses might do well in offering a creative, long-form story, Bloomberg’s typical demographic is likely more analytical.

5. Nike

You can get a sense of Nike’s two primary purposes almost instantly — fitness, people, and inclusion.

When you land on its website, you’re greeted by a bold statement:  “Bring inspiration and innovation to every athlete* in the world.” The asterisk implies, “If you have a body, you are an athlete.” As you scroll, you’ll see information on its internal diversity and inclusion initiative, global community impact, and sustainable business program, with very little mention of its products.

Nike’s company profile portrays a larger, grander vision, compelling an audience to believe in its brand before purchasing a product.

6. Seattle Cider

Seattle Cider Company’s profile is minimal and engages viewers through compelling animations that demonstrate the company’s cider selection. The page flows seamlessly and provides critical information regarding the product before displaying the company’s mission and values. This profile is a good example of a company that understands its users’ concerns (in this case, quality ingredients), and addresses those issues while still displaying personality and flair.

7. Delta

Delta’s page is well-organized by topic and showcases the company’s values, including efforts to engage with the community and promote sustainability. It includes brief meta-descriptions below each category, and the design allows users to click through to learn more. Overall, Delta’s company profile is simple and uncluttered but includes all the necessary information to demonstrate why it’s unique. 

8. Roam Loud

Roam Loud’s company profile is a great example and inspiration for any brand that has a personal story. It’s simple yet effective, starting with a friendly greeting, “Hey there!” and ending with a list of values. In between, the founder clearly states why she created her brand and why its existence is important to her and prospective buyers. 

9. MAD Architects

MAD Architects’ company profile is a great example of simplicity and informativeness. The profile isn’t shy about the firm’s accomplishments and lets readers dive deeper into the firm’s exhibitions, lectures, awards, and publications, all visible on different tabs on the same page. By leaning into a strong brand voice and giving details about its service, customers have the information they need to decide for themselves. 

If your business is a leader in your field, consider creating one similar to MAD Architects. 

10. Topicals

Topicals is a skincare company that provides products and education to help people target and learn about flare-ups. It has a one-of-a-kind about us page that is interactive and provides a fun experience for site visitors. 

When you land on the page, you immediately see multiple interactive cards, the first of which features a description of its mission. Once you’re done reading about its purpose, you can learn more about the company by clicking on the other cards, or simply selecting the information that is most relevant to your needs.

Examples of Company Descriptions

Here are some examples of company descriptions that enhance their organizations’ company profile.

1. HubSpot

On HubSpot’s profile page, you’ll find a brief description of the company’s mission and what it does. In just a few words, HubSpot explains that the company’s goal is to help businesses grow through its specialized inbound software.

2. Landed, Inc.

Landed, Inc’s About Us page begins with a brief description that explains why it exists: “Buying a home is more than a milestone, it’s a key to building a strong financial future.” From there, it talks about its mission, how it helps people buy homes, and a brief company history and description. 

3. H&H Wealth

In the “Why Zaneilia” page of its website, the founder of H&H Wealth briefly introduces what she believes in and encourages her customers to walk the journey with her. She also makes a promise to her clients, setting expectations and the tone for the service she’ll deliver, helping her and her business come across as a partner rather than a vendor.

4. Dope Coffee

Dope Coffee aims to bridge the gap between coffee, hip hop, and culture to uplift the Black community. Its website describes the company’s history and mission, but a single line sticks out as a powerful and impactful description of its business to take inspiration from: “We are Dope Coffee Company, and we are changing the world one cup of coffee at a time.”

5. Authentique Agency

Authentique Agency provides the perfect amount of information upfront to describe what it is and its mission and values — leveraging the power of identity in brand campaigns that reflect cultural identities rather than erasing them. It’s a great example of how to quickly and succinctly get your message across to site visitors. 

6. The Cru

The Cru is a service that connects members with like-minded women to fuel personal and professional growth. It uses an “Our Story” page as a company profile, where the founder details how she formed the organization and how she owns “Cru” (a play on the word “crew”). This summary is a testament to the value of the service. The “letter from the founder” style also feels very personal and welcoming.

7. H.J Russell & Company

H.J Russell & Company opens up its description with its history and specialties: “H. J. Russell & Company, founded over 70 years ago, is a vertically integrated service provider specializing in real estate development, construction, program management, and property management.” It also makes its values clear in the last sentence, so you get a snapshot of the company’s key proposition and leadership status in just a few sentences. It also includes critical numbers that inform people of its expertise, from the number of projects completed to the properties it manages. 

8. Carol H. Williams

Carol H. Williams, an advertising agency, doesn’t have an “about” page or a formal company description. However, it displays a snapshot of what the company is all about on its “Team” page. It emphasizes its core values and uses trendy language (“#squadgoals”) to establish that it keeps up with the current trends.

9. Cafe Con Libros

Cafe Con Libros doesn’t have an about us page, but it does have a company description that clearly explains its mission and values in two short sentences: “Cafe con Libros (coffee with books) is an Intersectional Feminist community bookstore and coffee shop. Through our choice of books, programming, and great coffee, we endeavor to create a vibrant community space where everyone; specifically womxn-identified folx, feel centered, affirmed and celebrated.” 

10. Custom Collaborative

Custom Collaborative helps no/low-income immigrant women build entrepreneurship skills that help them succeed in sustainable fashion. Its about us page features essential need-to-know information for anyone looking to them for support, interested in donating to the cause, or simply looking to learn more about the business. 

Company Profile Templates

Download These Templates for Free

• Company name
• Established date
• Physical address per location
• Contact information

About Us / Our Story / Our Beginning

In this part of the company profile, you will need to include a brief introduction to your company, including where, when, and by whom the company was founded, the company’s mission statement, and/or the company’s vision and purpose. You don’t necessarily have to include products or services in this section yet, but focus on your bigger meaning, and how you stand out from competitors instead. Tell your story in a compelling way. For instance, HubSpot starts their About Us section with, “More than ten years ago, we had a vision — an inbound world”. HubSpot doesn’t mention their products until further down the page.

If you want to add your company history in a more compact way, consider adding a company timeline, like this one:

Download This Template

Our Mission / Values

Here, you need to say what your company stands for on a larger scale. You can state your ultimate goal, and your hopes for your products or services. Take a look at these inspiring company vision and mission statement examples for ideas. Here’s an example:

Download This Template

Our Team

Provide a picture or brief paragraph describing your tea.You can focus on leadership, or provide an explanation of your company’s culture. Ultimately, this section should help users understand how your employees can uniquely serve them.

Download This Template

Our Product / Services

Describe a high-level overview of what your product is, and how you hope it will positively impact the user’s life. You can link to a Product page if necessary, so keep this section relatively general.

Start Your Company Profile Today

There are a few elements that can contribute to a stellar company profile, and by adhering to a template, you can build one quickly and effectively.

Editor’s Note: This post was originally published in January 2019 but has been updated for comprehensiveness.

Effective email and newsletter marketing is crucial for a nonprofit organization’s (NPO) success. With scarce resources, limited staffing, and divided leadership attention, investing in marketing efforts can often take a backseat to more urgent matters.

Luckily, email marketing is both cost-effective and less time-consuming than other NPO marketing strategies. Regularly sent out, well-crafted newsletters can give your nonprofit authority while also helping you stay at the forefront of your donors’ minds.

By reading this post, you will discover how your nonprofit can stay connected with donors and attract exciting new prospects through personalized and meaningful email marketing.

Table of Contents

• Why does email work for nonprofits?
• Email Marketing Best Practices For Nonprofits
• How to Write an Amazing Nonprofit Newsletter
• Examples of Nonprofit Fundraising Emails
• Free Email Marketing Software for Nonprofits

Why does email work for nonprofits?

Studies show that email continues to offer the highest return on investment (ROI) of any outreach strategy. TruConversion reports that an email marketing campaign can deliver a return of $40 for every $1 spent. This makes email the channel with the highest ROI that nonprofits can use to reach prospective donors.

Additionally, 91% of all US consumers still use email daily. Email can therefore enable NPOs to reach audiences that might not otherwise engage with their marketing efforts on social media.

Pro tip: Before starting a new email campaign, make sure it aligns with your nonprofit marketing plan and helps you reach your organization’s goals.

Email Marketing Best Practices for Nonprofits

1. Commit to regular sends.

Nonprofits are often stretched for resources, and it’s easy to set marketing aside for matters that seem more pressing. However, regular email marketing is one of the most effective ways to grow your organization. A content schedule for your emails can keep you organized you can frequently engage with and steadily grow your donor base.

Making email sends an “always on” part of your marketing strategy will play a big role in your success on the channel. “Always on” doesn’t mean that you’re bombarding your email list with constant messages — it means that you’re committed to consistency in how often you send your emails.

Send informative emails on a predictable schedule, instead of only when you’re actively running a campaign or seeking donations. This will help nurture your audience towards deeper forms of engagement (like donating or attending an event) in the future. Remember: the goal is building long-term relationships.

Setting the right cadence for your emails is important to keep the members of your list engaged with your organization. When you’re first starting out, this requires a careful balancing act. You don’t want to send too few emails, but you also don’t want to veer into potential spam territory. More on that in the next section.

Pro tip: Double-check that your email offers value to your readers before sending. Value could include the latest information about your nonprofit, ways to get involved, upcoming events, or recent projects your organization has completed.

2. Be wary of spam folders.

If your audience is only used to hearing from you on a one-off basis, you’ll need to gradually shift to sending more emails. A sudden switch could trigger some users’ email clients to send you to the spam folder.

Email deliverability can be a complex subject, but here are a few important things to remember if you’re transitioning to more frequent email marketing.

• Don’t directly embed forms or include attachments in your emails. Linking out to web pages with forms is a better practice.
• Send your emails from a recognizable address. If you can, avoid sending from a [email protected] address. Use a name your readers will recognize.
• Lead with informative subject lines instead of direct calls for donations. Check out our blog post on picking great email subject lines.
• If you’re emailing a list that isn’t used to frequent sends, let them know what’s going on. Tell your readers that you plan to start sending more informative emails, and most importantly, allow them to opt out. It might seem counterintuitive in the short term, but cleaning disengaged folks off your email list is important to the long-term health of your email program.

Pro Tip: Assign a staff member to send your monthly newsletter using their name. This increases your chance of avoiding donors’ spam folders.

For more tips on improving your email deliverability, check out our blog post on the subject here.

3. Leverage personal connections with your audience.

Personalizing your emails is a simple — but powerful — step that you can take to create a personal connection with readers.

First, make sure you’re using an email tool that enables personalization. It might be an investment upfront, but having access to personalization features will greatly improve the value your audience gets out of your email sends.

Worried about coming off as creepy or not sure where to start? Focus on personalizing emails based on actions your email recipients have taken on your website, advises Rachel Leist, a VP of marketing, automation, and demand generation at HubSpot. Instead of using personal data in your contact management system, perhaps thank them for a donation or downloading a report.

“If a person receives an email that refers to an action they took on your website, they will not be as nervous as they would if you were personalizing around specific personal information you happen to have on them,” Leist explains.

Pro tip: Personalize your emails by using first names and interesting taglines. Emails with personalized subject lines generate six times higher transaction rates.

4. Segment your database.

A segmented email list can help you ensure that the right person receives the right email at the right time. While everyone on your email list believes in your organization, you don’t need to send every email to everyone. Each person in your database is at a different stage on their journey with your organization, and the emails they receive should reflect that.

For example, someone who has donated $5 to your organization in the last year is probably not as engaged as someone who has donated $1,000 to your organization in the last month.

Factors like donation amount, events attended, and actions taken on your website or social media channels can all be important indicators of engagement level, and shouldn’t be ignored when you’re sending out emails.

More engaged audience members will likely respond more positively to more frequent emails, while folks with fewer touch points should receive fewer emails giving them more basic information about your NPO.

Pro tip: When people download your content or subscribe to your newsletter, make sure you enter them into a specific drip campaign that sends them automated emails relevant to the topics they are interested in.

5. Test, analyze, and adapt accordingly.

Finally, running an email program is not a “one-and-done” marketing strategy. You’ll need to note key performance indicators and make changes to your approach based on real-world data.

If you’re just getting started, industry benchmarks can be a useful point of comparison. But remember, not all NPOs are the same, and not all NPO audiences are going to respond the same way to emails.

To start, keep track of a few key email metrics, measure them with each email send, and look for trends over time. Our article on email marketing metrics for beginners offers a helpful starting place if you’re not sure what to track.

Pro tip: Regularly monitor your email open rate using the Hubspot email health tool.

How to Write an Amazing Nonprofit Newsletter

1. Write an eye-catching subject line.

Subject lines can be tricky. You’re looking for a short phrase that communicates your intent while retaining your non-profit’s unique voice. An interesting subject line should include the following elements.

1. Urgency. You want recipients to feel the urgency to both open emails from your NPO and take action.
2. Specificity. If you have an interesting statistic or data point to share, be sure to put it in the subject line.
3. Upcoming events. To increase engagement, your newsletter should let people know what upcoming events they can attend or volunteer at.
4. Name recognition. Pique your audience’s interest by including their name in the subject line (when appropriate).
5. Relevancy. If current events or politics influence your nonprofit’s goal(s), referencing those events can make your newsletter more relevant and timely.

Pro tip: 46% of email opens take place on mobile, so be sure to make your subject lines 50 characters or less so mobile viewers can read the entire message.

Explore this blog for more subject line best practices.

2. Give compelling updates.

An amazing nonprofit newsletter should include the latest and greatest from your organization. Inform your recipients of recent goals reached, heartwarming stories of those you help, life updates of staff and volunteers, and anything else of note.

Pro tip: To make your emails visually interesting, take pictures during events to include in your newsletters. With permission, include the names of the volunteers pictured and describe what activities took place.

3. Have an attitude of gratitude.

Your cause is near and dear to those who subscribe to your newsletter. Their time spent volunteering and money donated should always be received with a spirit of gratitude.

Let email recipients know the immediate impact of their donations with interesting data points. For example, “Your donation helped x number of families” or “Your volunteer efforts fed x number of children.”

Pro tip: Some of your newsletter recipients will be more involved than others. Consider opening the line of communication with these donors by sending a personalized, non-automated email that references their specific efforts to the cause.

4. Include a Call-to-Action

A call-to-action (CTA) is an invitation to your audience to do something. In an email or newsletter, your CTA should be a button that links to the action you want recipients to take next.

Examples of CTAs for your nonprofit email could be “Subscribe to the newsletter,” “Donate now,” “Refer a friend,” or more. Don’t be afraid to get creative with your CTAs, and be sure to measure your conversion rate.

Pro tip: There are lots of CTA tools you can use to make linking to the next step easier. Explore common options here.

Examples of Nonprofit Fundraising Emails 

Want to put together an effective fundraising email? Check out some examples to get a sense of what your newsletter can look like.

Alzheimer’s Association

This Welcome email from the Alzheimer’s Association doesn’t lead with a request for a donation. Instead, the team connects recipients to the cause by providing them with resources to learn about the disease.

The main CTA urges readers to “learn the facts.” By gaining a greater understanding of Alzheimer’s email recipients are encouraged to act — either by advocating for the group, volunteering, or donating.

What we love: There are several resources shown in this email, targeting different groups affected by Alzheimer’s disease. A loved one could access a support group. A family looking for care solutions can explore their options. Most importantly, people living with Alzheimer’s are given autonomy and can get matched with a care team.

Black Girls Code

This email from Black Girls Code focuses on one webinar that is open to all. By including events and participation opportunities, the nonprofit demonstrates value to those on its email list. As a subscriber, you’ll make sure you never miss an event.

What we love: This email utilizes design to strategically focus readers’ attention. The graphic that includes the panel’s speaker information and time are beautifully designed with eye-catching colors that pop over a black background. The only other colorful elements? Two bold registration CTAs in lavender.

The End Child Poverty California Coalition (ECPC)

ECPC’s email demonstrates the importance of keeping your donors and volunteers informed. This section of the group’s newsletter explains how much the coalition’s Imagine Campaign secured and where funds were used. An infographic makes understanding the complexities of state budgeting easy.

What we love: ECPC has mastered transparency. The group acknowledges that not all of its priorities were included in the state budget. After, the coalition celebrates wins they were able to achieve. The use of honesty makes the nonprofit feel trustworthy and garners even more support.

The Trevor Project

Awareness days, holidays, and important anniversaries offer special opportunities to engage your audience. This is especially true when you can tie the event to your nonprofit’s mission or research.

The Trevor Project sent a dedicated email on Intersex Awareness Day. In the email, the organization explains what it means to be intersex and the importance of acknowledging this community. Then, it links to a report where people can learn more about the well-being of intersex youth.

What we love: Not only does this email highlight Intersex Awareness Day, it also reminds recipients that October is LGBTQ History Month. Readers who didn’t have their calendars marked are now informed and will be more likely to engage with other Trevor Project research.

The International Rescue Committee

The International Rescue Committee (IRC) faces the urgent task of assisting people in conflict zones and disaster areas. This email both explains what the organization does and its historical impact.

What we love: Highlighting articles and the organization’s history increases the subscriber’s emotional investment. Readers will also have a better understanding of the IRC’s values.

The Smithsonian Institution

The Smithsonian Institution is one of the largest museum and research networks in the world. Keeping up with each museum and department would be exhausting. Luckily, the nonprofit’s marketing team has gathered the highlights into one, easy-to-read newsletter.

What we love: When we go to museums, we marvel at the artifacts and objects on display. The Smithsonian newsletter uses photographs to replicate this experience on any device.

Save The Children

When folks first sign up for your emails, it’s a good indicator that they’re feeling engaged with your mission. Check out this automatic welcome email from Save the Children introduces the organization to a new subscriber and requests a donation at the end. Your audience wants to help — don’t make them wait!

What we love: Save the Children created a simple infographic to show how a small donation can make a big impact. This can encourage supporters to contribute.

Citizens’ Climate Lobby

Citizens’ Climate Lobby (CCL) demonstrates in the email below how to update subscribers on important current events. By referencing recent policy changes that were helpful to their cause, CCL can both thank their email subscribers for their hard work while getting them excited about future progress.

What we love: This email does a good job of providing relevance and timeliness to the nonprofit’s conversation.

826 Boston

826 Boston is a writing, tutoring, and publishing nonprofit that works with students and community members. As a local nonprofit, community events offer an opportunity for Boston residents to get involved and learn more about the organization. This email highlights Books for Breakfast, including critical information about where the event is held and when.

Pro tip: If your organization relies on donations from corporate sponsors, email offers an opportunity to showcase your partnership. This creates added value for the businesses you work with.

Wikimedia

Not every donor or subscriber should be emailed every day. Wikimedia is sparing with its calls for donations, making their infrequent sends more impactful. By highlighting a past action and demonstrating urgency for a repeat donation, recipients will be more likely to give.

This type of email works best for past donors and less active members of your email list. Even though they don’t visit your website daily, they may be willing to donate on occasion.

What we love: This email from Wikimedia shows what percentage of your donation goes to which parts of the organization. This creates transparency and makes donors feel good about their contributions.

Free Email Marketing Software for Nonprofits

Want to use professional email software for your nonprofit without breaking the bank? There are several free versions of professional marketing software that you can use. Check out what some of the most popular programs offer. Then, decide which option works best for you.

1. HubSpot Email Marketing Software

HubSpot offers a free version of its paid email marketing software that integrates with its free CRM software. Users can run a sophisticated marketing campaign and get access to forms, landing pages, and Facebook, Instagram, Google, and LinkedIn ads, as well as templates.

HubSpot also has access to contact management and live chat capabilities. These tools allow you to optimize the experience for each subscriber. There are also traffic and conversion analytics capabilities for campaign optimization.

2. Sender

Want to reach lots of people with beautiful, personalized emails? Sender could be just right for you. This program has extensive HTML editing and personalization capabilities. Sender also has impressive analytics capabilities that allow you to track the delivery and opening of individual emails. You’ll also be able to build individual recipient profiles to further optimize your strategy.

3. Sendinblue

If you’re looking for variety in your emails, Sendinblue has you covered. This program includes over 70 responsive templates for emails that can be designed for any screen. The free version gives you the ability to send 300 emails a day.

You also have the ability to use A/B testing to find email content that works and segmenting options to make sure the right person receives your message.

4. SendGrid

SendGrid specializes in email campaigns that are tailored to individual preferences. Its free version gives you access to a wide range of personalization tools, including APIs, Webhooks, and STMP Relay.

You’ll also have granular control over who receives your emails with a wide range of delivery optimization tools. Plus, you can access sophisticated email editing and analytics tools that allow you to optimize sends for your target audience.

Start Today

You don’t need to be a professional marketer to get professional results from email marketing. However, you do need to set some time aside to get started.

Remember, email marketing when done thoughtfully, can have a big payoff. Get started today if you haven’t already, and you could generate more buzz for your organization than ever before!

Whether you’re completing recurring tasks or creating a new program, process documentation can help you formalize your business endeavors. In fact, creating documentation helps improve coordination, structure, and consistency in your organization.

This post gathers best practices for process documentation. Here, you’ll learn:

• What is process documentation?
• Why Process Documentation Matters
• Process Documentation Benefits
• Creating Process Documentation
• Tips for Process Documentation

Process documentation could be a step-by-step tutorial on a new software tool or an onboarding document for new hires. This practice allows you to be proactive in designing internal systems and processes that save time, capital, and valuable energy.

Why Process Documentation Matters

If you lack structure and details for core organizational processes, your business is more at risk for inefficiencies. Process documentation provides an additional layer of protection for your organization.

The lack of documentation can lead to the following organizational challenges.

Lack of Information Retention

If just one person has extensive knowledge about a process, the organization is at risk of losing that knowledge if they leave. Process documentation helps outline the information that this person holds and allows you to store it in a way that others can access.

Redundancies

Without a roadmap, there’s a higher chance that time will be wasted on unnecessary or repetitive tasks. Process documentation can help you outline and visualize these redundancies so that you can create a better solution.

Bottlenecking

Bottlenecking can happen at any stage of the process. It’s important to find out where bottlenecks come from and why. Identifying these delays and hurdles will be helpful when creating more efficiency.

Revenue Loss

Less productivity means more time and energy is exhausted on the execution of processes in your organization. Team members then have less availability to take on new projects. This disorganization can lead to lost revenue, or even turnover, at your business.

Process Documentation Benefits

Process documentation is critical to the overall function and flow of the systems within your organization. Other common benefits of process documentation follow.

It creates resilience against change.

Process documentation allows your organization to maintain a steady pace and momentum, despite moving pieces. By breaking everything down (as granularly as possible), individual components of the process may be shifted or replaced with considerable ease.

This can be especially helpful when there is restructuring or staffing changes at your organization. When one person leaves your team, their knowledge can live on. If a new teammate joins, documentation will help them ramp up quickly.

You’ll identify dispensable processes and steps.

When diving into your organizational processes, you’ll determine whether a process is bringing justifiable value to your organization. You’ll be able to identify which steps within your processes are necessary and effective.

Are there any steps that can be altered or eliminated without sacrificing efficacy? This practice will create clarity for your team.

It collects and organizes knowledge.

A process document contains collective knowledge on a given approach to a topic. By making these documents easily accessible to team members, you allow for the growth and flow of information throughout the organization.

It allows for self-evaluation and accounts for variables.

Process documentation allows team members to reflect on their individual contributions. They can see precisely their impact on the outcome of a given process.

Creating documentation is also helpful in identifying where to make adjustments to refine the process for better outcomes.

It ensures compliance.

Your team should include relevant process documents in the onboarding and training process. You can then ensure that team members, new and old alike, have all the information they need to complete a task.

By specifying parameters, you can make sure that safety, legal, or other compliance is achieved.

It minimizes mistakes.

Mistakes are a natural part of life. However, you’ll want to avoid missteps in your business whenever possible. Step-by-step instructions to complete a task can help you minimize these mistakes.

Creating Process Documentation

Now that you’ve seen how essential process documentation is to your organization, let’s explore how you can implement it in your own businesses.

1. Identify your purpose.

Before you start writing, hold a brainstorming session. During this time, you should determine what your end document should accomplish. Are you creating a training guide? Are you laying out a process for senior leadership?

You’ll want to establish a clear name for the process you’re documenting and a clear objective for what you are trying to accomplish.

2. Determine your audience.

Next, identify your audience and why you need to explain this process to them. For example, is this for the sales team or new hires? The audience will determine the information that you include.

3. Identify the format.

You’ll want to decide what’s essential for you to include in your documentation. And that goes beyond text. Will you need visuals? Perhaps your document would benefit from graphs, tables, or a flow chart. Perhaps a PDF or webpage isn’t the best format. Some processes are best explained over video.

Here, you’ll determine which format or visual best communicates necessary information.

4. Define scope.

Your scope will establish what is and isn’t included in your documentation. This can help you keep a narrow focus on the specific task that is being documented. Working within a defined scope will help your team avoid information overload.

5. Identify the necessary tools and resources.

Next, determine what you’ll need to complete the task. That includes relevant software, tools, and capital needed for each step of the process. These resources are sometimes referred to as inputs.

6. Determine sequence.

When possible, outline the sequential steps needed to repeat a process. This plays a huge role in increasing efficiency and determining the overall success of any task.

However, not every task has a clear sequential order. Sometimes you’ll need to evaluate various scenarios and potential outcomes to determine the order of operations for your process. In this case, create different sequences for each scenario.

7. Determine responsible parties.

The next step is to think of each stakeholder’s role. This portion of your document should be as detailed as possible. Include timeline expectations for each person and how these deadlines support your overall timeline goals.

8. Identify boundaries.

Your document should lay out any boundaries that shape your process. That includes process timelines, due dates, budgetary limitations, key performance markers, etc.

If you’re considering changing your process, establishing firm boundaries will help you understand any limitations. You’ll be able to identify what you can shift and what must remain constant.

In the staffing process document below, boundaries related to human resources are clearly defined. The document also lays out where HR’s involvement stops.

Image Source

9. Explain exceptions and contingencies.

Be mindful of exceptions that can arise and account for them in your process documentation. The same goes for contingencies. You should outline when team members would have to deviate from the designated sequence of steps.

10. Review and test.

Once you’ve considered all of these factors and documented your process, you’re going to review your work. Edit your document. Then, test your instructions by completing the task as outlined. If all goes right, you should achieve the desired outcomes of your task.

Remember: If your process involves multiple stakeholders, this may end up being a project involving layers of feedback. Each perspective offers you a greater opportunity to optimize improvements in your processes.

Tips for Process Documentation

Before your team begins writing, here are some pointers that can help you make the most of your effort.

1. Keep it brief.

You have the choice of being as wordy or as short-handed as you’d like. We recommend being as concise as possible. Say enough to get the idea across, without being repetitive or using filler words.

2. Include visuals (where applicable).

Visuals can make your document more engaging. For example, images or infographics can break up large chunks of text. That can make your document easier to read.

In other cases, graphs or tables may be the most helpful way to display information. For complex topics or visual processes, a video may work best.

Pro tip: If you’re showing how one step leads to the next, consider a flow chart.

Image Source

3. Give your team editing power.

Give your stakeholders the ability to edit process documentation. This simple tweak to your document’s permissions settings can save a lot of time and back-and-forth between your team. As processes change over time, you’ll have multiple members of your organization who can keep your content up-to-date.

4. Stay flexible.

Remember: There is no one right way to document processes. The only way to do process documentation wrong is to skip it entirely.

The way you create documentation may change over time. In fact, your document itself will likely go through multiple iterations. Keep a flexible mindset for the best results.

Getting Started with Documentation

Now, that you’ve explored best practices for process documentation, you can start writing.

Remember: Documenting the steps to your most frequently followed processes saves your team from having to constantly reinvent the wheel. Your team will instead have a firm baseline. Instead, they can innovate the wheel if need be.