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Web design has come a long way since 1991, when the first ever website was published. Exclusively text-based, this site marked the beginning of what would become a digital revolution.

And while recollections of “under construction” GIFs and blinding background colors make me thankful for just how far the web has come, there are some historical web design choices that actually demand a nod of respect.

Websites like this one haven’t been lost to time, either. If you want to see what a website looked like at any period since its launch, enter its domain name into the Wayback Machine and choose a date. In this post, let’s take a look at how web design has evolved, from text-only interfaces up through the sleek, modern designs we see today.

Early 1990s: Antiquity

The early 90s marks the start of our website design timeline. At this point, there was no such thing as a high-speed internet connection. It was dial-up modems, or it was nothing. Therefore, websites needed to be built for less-than-stellar connection speeds. They mostly looked like walls of text — what we now take for granted as “design layout” did not exist.

While later versions of HTML allowed for more complex designs, they were still very basic compared to today, consisting mainly of tags for headers, paragraphs, and links. Visual elements and styling like typography, imagery, and navigation were things of the not-too distant future.

Takeaways for Today’s Websites:

While the function of these early sites was purely informational, we can see some design elements that apply today. These old web pages were very lightweight and optimized for a slow internet connection we all still experience from time to time. These design considerations took the user experience into account, something today’s websites don’t always do, even with faster speeds.

Yes, today’s internet can handle media-rich websites … but it still has some limits. Large media files, heavy graphic design, and excessive animations can all contribute to higher bounce rates when load speeds aren’t as fast as we want. Keep your user in mind when considering complicated design, and remember to K.I.S.S. (Keep It Simple, Superhero).

Mid-1990s: The Middle Ages

The middle ages of web design were plagued by on-site page builders and spacer GIFs. (Better than an actual plague though, right?) By the mid-90s, web design had evolved both in terms of structure and appearance. Designers began using table-based layouts to organize content, allowing for greater flexibility and creativity. Sites were still quite text heavy, but text could now be divided into columns, rows, and other navigational elements for better readability.

Graphical design elements also quickly grew in popularity. Page hit counters, animated text, and dancing GIFs are just a few of the graphical elements that mark this period in web design.

Takeaways for Today’s Websites:

Today, there are plenty of reasons why table-based design is not the best choice for your website — the extensive markup, slow load times, and visual inconsistency are just a few of the pitfalls.

Regardless, this development was key in the evolution of web design: It was the first move toward non-linear page structure. Different elements could now be positioned in different sections of a web page, and designers had to consider the best way to present information to the user.

Page structure remains critical when thinking about navigation and content. It largely determines how the user experiences and interacts with your site. While these considerations might not have been at the forefront during the middle ages of web design, they are certainly at the forefront today.

Late 1990s: The Renaissance

Renaissance. Rebirth. Web design has had its fair share of reimaginings, but one of the first occurred with the introduction of Flash. Introduced in 1996, Flash opened up a world of design possibilities that weren’t possible with basic HTML. It was the marriage of virtual graphics and interaction.

While many of the same design elements from previous periods were still present, they were enhanced with animations, tiled background images, neon colors, 3D buttons, splash pages, and other multimedia.

Flash marked the beginning of visitor-focused design — structure and navigation became important considerations and designers began to hone in on appearance and usability over pure content.

Takeaways for Today’s Websites:

Flash was a game-changer, but it wouldn’t stick around forever. Flash is hardly ever used today and is deemed one of the biggest SEO sins of all time. Today, it’s the norm to opt for alternative methods such as CSS and JavaScript animations to get similar effects, or to embed videos from video hosting sites.

Early 2000s: The Enlightenment

The early 2000s were a period when usability and flexibility really came to the forefront of web design.

Leading the charge was CSS, a coding language that allowed developers to store visual rules in files separate from HTML, effectively separating content and style. This gave greater creative freedom to both web designers and content developers — content could now be developed exclusively from design, and vice versa. CSS made websites easier to maintain (less code and complexity), more flexible (div tags are independent of one another), and quicker to load (smaller files).

Better understanding of color psychology also led to increased use of whitespace and the decrease of garish colors, like neons. Links started being added to icons rather than just text, resolution and pixelation became more important concerns, and strategic placement of content also gained traction.

Takeaways for Today’s Websites:

People typically scan websites looking for the information they need, so any site that makes this job easier gets a giant check-mark. Savvy web designers know that most users don’t read everything on a website, and understand how readers take in information.

Therefore, intuitively placed information, visually accentuated links, and straightforward navigation are just a few best practices today’s websites should adhere to. Always design with usability in mind!

Mid- to Late-2000s: The Industrial Revolution

The Industrial Revolution of web design begins with the birth of Web 2.0. It’s at this time that things really began to move toward the modern web. The growth of multimedia applications, the rise of interactive content, and the advent of social media are a few definitive features of this period.

Moreover, these changes largely dictated the way web design was … well, done. Aesthetic changes included better color distribution, increased use of icons, and greater attention to typography.

Most importantly, however, design became about content, and content became about search engine optimization. With the user now firmly at the center of design, selling products (at least explicitly) became the secondary function of websites — now it was all about getting found.

Takeaways for Today’s Websites:

As mentioned, the evolution of Web 2.0 saw the growth of SEO as a consideration. While these techniques have been adapted over the years, thinking about your website in terms of SEO is still a top priority for most thriving business websites.

SEO demands content, and content largely became the focus of web design during this era. Keyword optimization, inbound and outbound linking, authoring, tagging, and syndication technology such as RSS became natural design elements. While link spamming and keyword jamming soon exploited these techniques, these methods are no longer effective and (I hope) have largely fizzled out.

2010 to Now: The Modern Era

Today, over two decades after the publication of the first website, web design has firmly established itself as an irreplaceable component of every good marketing strategy. Recent research found that 50% of today’s consumers think website design is crucial to a business’s brand.

In terms of modern aesthetics, we have seen the proliferation of minimalism: sparse content, flat graphics (so long, 3D buttons!), simpler color palettes, and big and bold visuals. In addition, UX has taken center stage, giving way to such design features as infinite scrolling and single-page design.

You may have noticed that our website has embraced all these features with its latest design:

One more key step in the evolution of web design is the mobile web. Since the launch of the iPhone in 2007, there has been a re-evaluation of the way websites are structured to accommodate for the growing number of mobile web users. This includes several mobile frameworks that take a “mobile-first” approach, and an even greater focus on mobile speed optimization, since phones usually lack the processing speed or connection strength of your typical desktop.

This digital revolution has also given rise to responsive design, in which page elements automatically adjust to the width of the browsing window, allowing websites to look good on any device or screen. Today, responsive design is necessary to ensure a pleasing mobile user experience, given over half of global website traffic comes from mobile devices.

Where will websites go next?

If there’s one factor that has informed every single one of these developments, it’s content. Every design element here has been adapted in such a way to bring the most relevant content to the user in the most efficient and effective way. Notions of accessibility, adaptability, and usability truly define this era of web design.

Though there’s much more we can do with web design today, it’s fun to take a look back at where we came from. Looking at how web design has progressed thus far, it’s exciting to think about where it will be in the next 20 years.

Editor’s note: This post was originally published in July 2013 and has been updated for comprehensiveness.

91% of marketers are confident that their making marketing decisions will positively impact revenue. Are you one of them?

As marketers, we’re well-versed in the main goals of internet marketing: to generate leads and new business. Revenue generated from online marketing justifies why we include online channels in our marketing efforts.

How then, do marketers come up with a winning online marketing strategy that directly ties to their revenue goals?

If you’re unsure of the answer, we’ve got you covered. In this article, we’ve outlined the steps that you can take to plan successful revenue marketing campaigns.

Let’s explain revenue marketing a little bit more.

If you were to implement a revenue marketing plan, you would look at your revenue goals first instead of your business goals. For example, if the business has a goal to attract 10,000 new customers, but the revenue goal is to make $150,000 more than last quarter, a revenue campaign would strategize all the ways the team could generate $150,000 — ideally from 10,000 (or more) new customers.

Benefits of Revenue Marketing

Marketing efforts are typically broken down into four broad categories: Traditional marketing, lead generation, demand generation, and revenue marketing.

Many companies move through marketing efforts in this order. Traditional marketing comes first and includes a focus on building your brand — generating name and product recognition in the hope of driving sales later on.

Lead generation comes next. Here, marketing teams look to pinpoint high-value leads that are likely to take action and drive sales. Demand generation follows, and sees marketing and sales teams working in tandem to create multi-channel campaigns that bring interested B2C and B2B buyers to your site or sales platform.

Revenue marketing looks to scale up lead and demand generation processes by tying them to specific metrics and making them both reliable and repeatable. Effectively implemented, revenue marketing offers three key benefits.

Increased Customer Focus

Traditional marketing efforts are all about finding ways to boost demand by making products or services more appealing at scale. Revenue marketing flips the script to focus on what customers want.

What do customers want from the product? What would make them likely to buy more? Buy less? What non-product areas — such as speed of customer service response or the ability to easily navigate websites — have an impact on the likelihood of conversion? By focusing on the cultivation of long-term customer relationships, revenue marketing can help drive sustained sales.

Enhanced Team Alignment

Marketing and sales teams are often at odds. Where marketers look to positively raise brand profiles at large, sales teams are more concerned with the specifics of individual conversions. As a result, efforts from these two teams may work in opposition rather than tandem, in turn frustrating both outcomes.

Revenue marketing, meanwhile, helps put these teams on the same page with a singular focus: The customer. By getting everyone on board up-front — from sales and marketing team members to C-suite sponsors and even IT if needed — companies can align goals and outcomes across their organization.

Improved Goal-Setting

Speaking of goals, revenue marketing prioritizes — you guessed it — revenue, rather than leads, prospects, or potential demand. By tying success metrics to the generation of revenue from specific sources, it’s possible to create goals rooted in the reality of current sales volumes rather than predicated on predictions of potential customer action.

1. Customer Data Acquisition

First up? Data acquisition. Here’s why: The more businesses know about their customers, the better they’re able to create marketing and sales strategies capable of driving action. Effective acquisition starts with permission — make sure customers know what’s being collected, and why — and gets up to speed with data analysis tools capable of deriving patterns from real-time data sets.

2. Stakeholder Alignment

Given the scope of revenue marketing efforts, it’s also critical for companies to ensure stakeholder alignment. This means taking the time to sit down with relevant team members and create a strategy that gets everyone on board. Not only does this provide a roadmap moving forward, but sets a tone of collaboration from the outset.

3. Process Definition

Process comes next: What does the big picture revenue marketing campaign look like, and what specific processes will help achieve the goal? This often involves discussions around demand management, targeted marketing efforts, and the use of customer data to drive personalized campaigns.

4. Technology Implementation

From email newsletters to mobile apps and social media sites, technology is instrumental in effective revenue marketing. As a result, it’s worth looping in IT staff as soon as possible to identify services and software — such as in-depth big data programs and powerful CMS platforms — that can help companies reach their revenue marketing goals.

5. Results Management

Last but not least? Effective results management. This includes pinpointing the key metrics you’ll use to measure success — such as total number of sales over a specific period or revenue growth year-over-year — and how these metrics will inform revenue marketing efforts moving forward.

Developing an Effective Revenue Marketing Strategy

It’s not enough to know that you need a revenue marketing plan — you need a strategy to achieve this goal. Not sure where to start? We’ve got you covered with our 4-step process.

1. Set SMART revenue goals.

To reach your revenue goals, you have to make them! If you’re a little confused on how to start making them or unsure of how to set them so they’re effective for marketing campaigns, let’s talk about how you can set measurable goals.

Before you set out to conduct online marketing strategies, your goal should be clearly defined and understood by the team working on the campaign. The easiest way to do that is to make sure your goal(s) is SMART: Specific, Measurable, Attainable, Relevant, and Time-based.

For a little refresher on SMART goals and how they pertain to setting revenue goals for marketing campaigns, let’s walk through an example.

Let’s say a marketing team for a company is generating $10,000/month in revenue through online and traditional marketing efforts, but wants to generate more revenue through beefing up digital campaigns. They have decided on a goal to double their revenue.

While doubling revenue is a fantastic goal, it doesn’t have any basis for how to get there. To make this goal SMART, the team can add some terms to make their path a little more clear.

So, instead of the marketing teams’ goal being “Double revenue,” it can be restructured to, “Through an online marketing campaign, the goal is to double revenue in six months by using channels chosen based on previous ROI data.”

This goal gives a time span, is specific, relevant to the task, and measurable. While doubling revenue is a high goal, SMART goals can change; they’re merely a guide to making sure your goals are reachable.

Begin by planning out your revenue goals. If you are still shaky on SMART goal making, HubSpot offers a free template you can download to guide you while writing them.

2. Audit your current website and marketing ROI.

Marketing analytics software can be used to measure the number of visits, leads, and generated sales you earn for each of your marketing channels. For example, HubSpot’s Marketing Hub offers the tools marketers need to measure the success of their digital marketing campaigns, such as website metrics.

When you want to determine the initial ROI of online marketing efforts, using analytics tools is extremely critical. These tools have customizable settings that you can configure, so the platforms only track the metrics you care about.

If you want to use your revenue goals to inspire your internet marketing plan, the metrics that will be useful may vary based on your business goals, but here are a few that are especially helpful: SEO metrics, ROI from pay-per-click (PPC), your blog’s conversion rates, and social media engagement.

Those metrics will tell you how your marketing efforts are ranking on Google, how many people are clicking on your ads or campaign offers, how helpful your content is to readers, and how your brand is perceived by its audience.

In general, if you intend to make money from a marketing channel, it’s important you continue to measure and iterate your strategy based on that channel’s core metrics. Once you know your analytics, you can use that data, paired with monthly revenue data, to estimate the conversion rate you aim to earn with your next campaign.

3. Conduct research to determine actionable steps.

If you’re unsure of how to determine actionable steps in your plan, it’s always helpful to do some research.

I know, I know: you might not have the time to devote to copious amounts of research. However, by seeking out some information, you’ll be able to uncover actionable steps that work for similar companies’ revenue marketing efforts.

For instance, we’ve talked about how leveraging data can help build your online marketing strategy. Before you start planning, if you’re unsure of where to begin, refresh your memory of must-haves when writing a marketing plan. This post is a good place to start.

You can also look into downloading a report from a company that used revenue marketing. For instance, HubSpot offers this study, which details how revenue marketing worked for a campaign, and provides highlights of the report for those strapped for time.

Additionally, you can look at a case study to get an understanding of how a revenue marketing plan looks from a bird’s eye view. This directory of case studies is organized based on industry, company size, and company goals, so you can easily find a case study that illustrates the plan you’re considering for your own business.

Don’t forget to look into how using SEO can help make smarter marketing decisions. If you are confident in your SEO efforts, look at keyword and competitive data to figure out how much time and money you should invest in pay-per-click to hit your goals.

Finally, research can help you determine if you’re following the best practices for lead generation and tracking. You can find new ideas for converting leads into customers using online marketing channels, such as blogging and email, as nurturing tools.

To gain an understanding of how your marketing efforts help one another, and how to structure a chronological plan, a little research is necessary.

4. Put it all together.

Once you’ve got an idea of your current return, have set reasonable revenue goals, and know a bit more about the channels and methods you want to use, it’s time to put it all together.

When you’re building your internet marketing campaign, keep in mind that every step in your plan should be based on revenue goals. If you’re going to use Facebook Ads as part of your campaign, for example, it should be understood by the team why that method will help you reach your revenue goal.

Spend some time ensuring the content you want to create for the campaign will resonate with its audience, as well. Blog posts need to be valuable to readers (Keyword research helps you figure out what readers are searching for) and social media content needs to engage followers, for example.

During your internet marketing planning process, outline how you’re going to measure success. Revenue is the obvious metric to measure, but what software will you be using? How are you going to interpret the revenue you earn?

Once you’ve worked through your marketing plan, you should have all the resources in place to write a marketing report or case study from your findings on your own. Who knows — your report could even turn into a valuable content offer for your next revenue-based campaign.

Realizing Revenue Goals

Revenue marketing combines sales and marketing efforts to create campaigns that go beyond lead and demand generation to link campaigns with reliable and repeatable ROI.

Best bet? Start with a clear strategy to help identify sales opportunities, pinpoint conversion-ready leads, and create metrics that effectively align campaign efforts with revenue outcomes.

Editor’s note: This post was originally published in March 19, 2020 and has been updated for comprehensiveness.

Every year, a new digital platform emerges. In the last year alone, Discord, Twitter Spaces, and Twitch have all become very popular with consumers all around this world.

Now, social media marketers are faced with this issue: Should you curate content for each platform and its audience or should you save some time and cross-post on multiple platforms?

In this article, we’ll discuss the do’s and dont’s of cross posting, the benefits of this strategy, and some tools to help you leverage it.

Who can get the most out of this strategy?

• Small brands with a limited marketing budget
• New brands that haven’t produced much content
• Social media marketers that want to focus on strategy instead of posting

Benefits and Drawbacks of Cross Posting

Cross posting is a time-saving measure that allows you to share your content with a wider audience without having to put in the extra effort.

The main benefit of cross-posting is that it saves you time. Instead of creating separate pieces of content for each social media platform, you can just share the same content on all of them.

This is especially helpful if you’re short on time or if you’re managing multiple social media accounts.

Another benefit of cross-posting is that it allows you to reach a wider audience. By sharing your content on multiple platforms, you’re increasing the chances that people will see it and engage with it.

While cross posting has many benefits, there are also a few drawbacks to consider.

The first is that not all platforms are created equal. What works on one platform might not work on another.

That’s why many marketers prefer to tailor their content to each platform and its specific audience.

Another drawback of cross posting is that if some users follow you on multiple platforms and see the same content, they may get bored and stop paying attention to what you post.

As with every strategy, you have to be flexible in your approach.

Cross Posting Mistakes

Now that you know what cross posting is and how to do it, let’s take a look at some mistakes you should avoid.

One mistake to avoid is reposting the exact same content on every social media platform. Just because you can cross-post everywhere doesn’t mean you should.

Your followers on each platform are likely to be different, so it’s important to customize your content for each audience. More on that in the next section.

Another mistake I often see on social media is brands posting content featuring watermarks from other platforms.

For instance, when you upload a video to TikTok and save it, the brand’s logo will automatically appear on the video. Instagram recently announced that it would deprioritize videos with the TikTok watermark to avoid recycled content from its competitor.

This practice also compromises your video quality while signaling to audiences that you’re focusing on other social platforms.

Here’s an easy solution: Edit and prep your content on a third-party platform like Canva or iMovie then upload to the respective platform to add additional elements like filters, sounds, and captions.

That will not only keep you from getting shadowbanned but also preserve the quality of your content, as it’s only being uploaded once.

Best Cross Posting Practices

When it comes to cross posting, the most important factor is the quality of your content. This might seem obvious, but it’s important. If your content isn’t good, people won’t want to read it or share it, no matter what platform it’s on.

Once you have great content, the next step is to tailor it to each specific platform. Now you might be thinking, “Is the whole point of cross-posting that I don’t have to tailor content to the platform?” The truth is that while cross posting takes the bulk of the work out, you’ll still have to do some customizing.

This means seeing which platforms deserve which approach. For instance, TikTok and Instagram Reels are both short-form video platforms. This offers an easy cross-posting opportunity.

However, posting a TikTok video on Twitter may not work as well since the latter is mostly text-based. As such, maybe Twitter and Facebook could be a better match-up.

On Facebook, you might want to include a photo or video along with your update whereas you could use the copy only for Twitter.

The key is to make your content engaging and interesting based on audience behavior on each platform.

And finally, to make cross posting easy, consider using software. There are a number of options available, let’s cover that next.

Cross Posting Software

Now that we’ve discussed the benefits of cross posting, you may want to look for tools that will facilitate this process.

First, here are key features you’ll want to look out for:

• Scheduling – The best cross posting software will allow you to schedule your content in advance so you can set it and forget it.
• Customization – As we mentioned before, it’s important to tailor your content for each social media platform. The best cross posting software will allow you to do this with ease.
• Analytics – It’s also key to track the performance of your cross-posted content. You’ll need software with advanced analytics so you can see what’s working and what isn’t.

Let’s take a look at some tools that will help you do it.

Hootsuite

Hootsuite is one of the most popular social media management platforms. It allows you to schedule and publish content, track who’s talking about your brand, and measure your performance.

It also has a feature that lets you cross-post content to multiple social media accounts with just a few clicks.

Buffer

Another tool you can use is Buffer.

Like Hootsuite, Buffer lets you schedule and publish content, track your brand mentions, and measure your performance.

It also has a cross-posting feature that makes it easy to share your content.

Sprout Social

Sprout Social is a third option for those looking for a social media management platform. It has all of the features you’d expect, like the ability to schedule and publish content, track your performance, and engage with your audience.

It also has a cross-posting feature that lets you share content on multiple social media platforms.

When done correctly, cross posting can be an effective way to grow your online presence. Just make sure to avoid the mistakes we discussed and use one of the tools we mentioned to make the process easier.

If you ask marketers about their 2020 content plans, most will tell you they had to pivot because of the pandemic. In 2021, many said the same thing, as the world adjusted to this new normal.

We surveyed over 600 media planners this year and 99% of marketers who have ever pivoted their content plan did so in 2021, with 39% of them pivoting three times that year.

So how are they budgeting in 2022? Let’s find out.

How much are marketers spending on content marketing?

According to HubSpot Blog Research, 39% of marketers surveyed say they allocate 31-50% of their total marketing budget to content marketing.

This tells us that brands are leveraging content marketing above many other marketing strategies, as they put at least a third of their funding in it.

Wondering exactly how much? Most marketers surveyed (26%) said their quarterly content marketing budget ranged between $40K to $80K.

The second-highest figure was $100K-200K, reported by 16% of marketers surveyed, then $201K to $300K by 14% of respondents.

The specific amount tells us less about how much importance brands place on content marketing and more about the cost of this strategy.

It would be easy to think that all you need to do is write a few blog posts and that’s it. The truth is there’s so much that goes into content marketing, from copywriting and designing to research and media buying.

If you don’t invest time and money into it, you won’t get much back.

What Content Planners are Budgeting For in 2022

Before we can understand where marketers’ content budgets are going, it’s important to first review their goals.

When asked their top goals for their media planning strategies, 33% said it was to engage and grow new audiences.

The second highest answer was maximizing the return on investment (ROI) of their content.

The remaining goals are as follows:

• Understanding which channels/platforms their audience spends the most time on (30%)
• Analyzing the effectiveness of their content marketing strategy (29%)
• Measuring KPIs across media channels (28%)
• Understanding which channels or platforms are most effective for sharing their content (27%)

With this in mind, it makes sense that roughly 53% of content planners said conducting market research was their number one media planning investment in 2022 – either to find the most effective channel to reach their target audience or understand the demographics of their target audience.

Because so many marketers want to expand their audience base, conducting market research is the most fitting strategy. How can you market to an audience if you don’t know them?

Running an audit of their content to inform their media planning strategy is another popular investment for this year, revealed in our HubSpot Blog Research. One of the biggest challenges marketers face is understanding the impact of their content marketing efforts.

An audit allows a marketer to review their content, analyze performance, and determine high and low performers.

Which media channels are content marketing focusing on?

With so many channels and channels to consider, marketers say the biggest challenge of media planning is determining the most effective media mix.

Based on HubSpot Blog Research, we know that 84% of media planners leverage a mix of organic and paid media.

In the past year, many marketers have also dipped their toes in new social media platforms and features when pivoting their strategy – two in three media planners specifically.

Instagram Shops and Facebook Shops were the top platforms they tried. With Meta adding so many advanced shopping features to these popular social media platforms, it’s no wonder marketers want to leverage them and increase their revenue.

When asked “Which media channels do you plan to invest the most in this year? ” 14% said paid social media content, which marketers surveyed say, offers the highest ROI and the best engagement of any channel.

The second biggest investment in terms of media channels is organic social content, which is used by 43% of media planners. In addition, 9% plan to invest in it more than any other channel in 2022.

Email marketing came out on top as the most leveraged media channel, used by one in two media planners, and offers the third-highest ROI. Its use is also forecasted to grow this year, with 22% of content planners planning to use it for the first time this year.

In the past two years, we’ve faced so much unpredictability, which has kept marketers on their toes, to say the least. This year, it seems content planners are cautiously optimistic and equipped with strategies that will help them grow their audience.

Content marketing is the process of planning, creating, and sharing content with your target audience. It helps you generate brand awareness, convince customers to take action, and drive revenue.

There are various types of content marketing, like social media and blogs, but new trends and techniques emerge every year that change the ways businesses reach their audiences.

As a marketer, it’s essential to know what your competitors are focusing on, so you can create a strategy and stand out from the crowd. In this post, discover important stats to know about the state of content marketing in 2022 and trends to look out for throughout the year.

Content Marketing Stats to Know

• 90% of marketers using content marketing plan to continue investing the same amount in the channel in 2022.
• 66% of marketers expect their 2022 content marketing budget to increase more than their 2021 budget. 
• Over 60% of marketers measure the success of their content marketing strategy through sales.
• Marketers’ primary goals for running marketing campaigns are brand awareness, increasing sales, and increasing engagement.
• The top three goals marketers achieve through successful content marketing are generating brand awareness, building credibility and trust, and educating audiences. 
• The top challenges marketers face with content marketing are creating content that generates leads, finding ideas for new content, and creating content that receives high levels of online engagement.
• Google’s search algorithms are trying to transcend text to images, voice/podcasts, and videos.
• Video is the number one format marketers used in their content strategy in 2021. 
• The top four formats marketers leverage in their content strategy are videos, blogs, images, and infographics.
• The top technologies B2B organizations use to supplement content marketing are analytics tools, social media publishing, and email marketing software.
• The top three owned mediacontent distribution channels for B2B marketers are a personal website, blog, and email newsletter..

Content Marketing Trends to Watch in 2022

1. Short-form video takes center stage.

The amount of online video watched per person per week has almost doubled since 2018, according to Wistia. As of 2021, it’s at 18 hours per week. 

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This consumer behavior has made video, short-form specifically, the primary form of media used within any content strategy for the third year in a row. As such, 89% of marketers plan to continue investing the same amount in the channel or increase their investments in 2022.

The videos you decide to create and the places you choose to share them depends entirely on your individual business needs, but your efforts will be worthwhile, as Wistia found that shorter videos have the highest engagement rates. 

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2. Strategic SEO tactics.

In 2020, HubSpot VP of Marketing Matthew Howells-Barby said he wanted to see the number of marketers actively investing in SEO go up. His wish came true — 69% of marketers reported investing in SEO in 2021, a 5% increase from 2020. Marketers are continuing to make SEO investments in 2022 to create tailored experiences for website users. 

However, content marketers are moving away from SEO optimization in general, as 83% of marketers say that their main area of focus is the use of strategic keywords in their content. Businesses are looking for a way to simply appear in SERPs and create in-depth content that is unique, valuable, and different from what competitors offer on those same result pages. 

Marketers also report that their SEO content marketing efforts will involve optimizing for mobile (64%), and backlinking and link building (64%). 

3. Podcasting upholds its reign.

Podcasts continue to hold court in content marketing strategies in 2022. This is not surprising, considering that U.S. consumers alone listened to 15 billion hours of podcasts in 2021. 

As a result, 

• 51% of content marketers who already leverage podcasts or other audio content will invest more in 2022, and 43% plan to continue investing the same amount.
• 53% of content marketers who do leverage podcasts and other audio content say it’s the most effective format they use, despite low ROI.

So, why are podcasts so popular? On the consumer side, there is something for everyone. With 72,000 new episodes per day (as shown in the graph below), the likelihood of finding a show that appeals to their interests is incredibly high, whether it’s a mystery tale or a real-life story about how their favorite business was built.

Businesses are investing in podcasts because they bring significant benefits: “Podcasts have the ability to drive real results and pay off in terms of leads and revenue,” says Zachary Bellinger, CRO at Casted. 60% of podcast listeners searched for a product after hearing about it in a podcast. 

It’s also worth noting that 44% of content marketers are branching out into a new form of audio in their content marketing strategies in 2022 — audio chat rooms. 

While a newer concept, the investment in audio chat rooms makes sense, as they create a space for businesses to connect with audiences for genuine conversation and engagement. You can read this article about Clubhouse and this one about Twitter Spaces to learn more about the emerging channel and how other brands are using them in 2022. 

4. Championing social responsibility.

Social responsibility will become a critical priority for content marketers in 2022, as customers care now, more than ever, about brands sharing their same values and speaking authentically and empathetically about things like social justice issues or the fair treatment of their employees. 

Marketers are recognizing how much customers care, and 82% are investing the same or increasing their investment in social responsibility in 2022. 

It’s important to be aware, though, that if you leverage social responsibility in your content marketing efforts, your entire business must champion social responsibility as well, and be genuine about it. 

Take Glossier, for example. In June of 2020, the company regularly shared content on its Instagram page that centered people from different communities. However, in August of 2020, an Instagram account called Outta The Gloss posted an open letter to Glossier from former employees that made light of instances of unfair treatment while working at Glossier’s flagship store. 

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The former employees weren’t hoping to drag Glossier through the mud, but more so call attention to the fact that, if it champions social responsibility in its content, it must also uphold similar values in its business practices. 

It boils down to this: consumers want businesses to be socially responsible, but they want the social responsibility reflected in all areas of business, from the content you post on social media to the ways you support and uplift your employees.

5. Virtual and hybrid events.

A webinar is a video presentation, seminar, lecture, or workshop delivered to an audience digitally. Despite once being declared outdated, webinars and virtual events have become extremely popular over the last three years, and, as COVID-19 restrictions cease, they welcome hybrid models into the mix. 

Attending events digitally allows consumers to continue to interact with their favorite businesses and derive value from presents and industry leaders. Hybrid offers the same benefit, as consumers can pick what works best for their needs, and businesses can ensure that all of their audiences can participate in what they offer. 30% of Content Marketing Institute survey respondents say that their investment in hybrid events is expected to increase, and 40% of marketers plan to increase their investment in virtual events, webinars, and conferences in general in 2022. 

HubSpot’s annual INBOUND conference is a great example of a hybrid-modeled event, offering the option for attendees to attend in-person, or online. 

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6. Infographics.

Infographics are graphics that explain a concept or provide a visual for a piece of data. Marketers typically use them to quickly communicate important, stand-out information, and 45% of marketers who leverage content marketing use it. The image below is an example of an infographic used within a blog post. 

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Here are some additional stats from recent HubSpot Blog Research:

• 56% of content marketers who use it say that it is their most effective marketing content type
• 52% of marketers plan to invest the same amount in infographics throughout the next year
• 38% of marketers plan to increase their infographic investments within the next year. 

Its popularity is because infographics are shareable, are visually appealing, informative, and provide beneficial information to the reader. As they say, a picture is worth a thousand words, so it makes sense that infographics are significant for content marketing. 

Stay Up-to-date On Your Industry

It’s always important to stay up-to-date on what is happening in your industry, and being aware of these trends is a way to do so. Should you choose to leverage one of these trends in your marketing strategy, ensure that it’s relevant to your business needs and will help you achieve your goals.

Back in September 2021, the announcement of Apple’s iOS 15 data privacy changes triggered a mass hysteria among email marketers, with some even proclaiming that email marketing as we know it could come to an end. 

Considering that Apple Mail and Apple mobile devices make up over 35% of the global email provider market share, those fears didn’t seem too far-fetched.

But the question remains – were these fears well-founded or were they false alarms? 

Now that enough time has passed to see the impact of data privacy changes, I surveyed 300 email marketers to understand how iOS 15 and GDPR changes have affected their marketing strategies and the steps they took to adapt.

The Impact of Data Privacy Changes

Change can be scary for all of us, but when that change includes reduced visibility into email analytics, it’s no surprise that email marketers were shaking in their boots when iOS15 was announced.

Surprisingly, my survey shows that the changes, while definitely impactful, were not all bad.

While two-thirds of email marketers surveyed report a moderate-to-significant impact on their email marketing strategy, whether the impact was positive, neutral, or negative, is not as clear-cut as you might assume.

For starters, 47% of email marketers say the impact of data privacy changes was neutral on their email marketing strategy. Admittedly, 29% said the changes had a negative impact, but 24% said the contrary, claiming data privacy changes had a positive impact on their marketing strategy.

How is this possible?

To answer this, let’s break down our survey data on the specific ways data privacy changes affected email marketers, and the strategies they took to adapt. 

This will help us understand how some marketers made the most out of the situation and came out on top, while others weren’t able to keep up.

How Are Data Privacy Changes Affecting Email Marketing Strategies?

In the survey, I found that 65% of email marketers say they’ve been impacted by both Apple’s iOS 15 updates and GDPR. 

I also asked them to share how their email marketing strategy has been affected by each, and interestingly enough, the results were very similar.

Email marketers in both camps were most impacted by the same factors, in the same order:

So what can we take away from this?

For one, these changes have a similar impact whether you are affected by Apple iOS15, GDPR, or both. 

More importantly, data privacy changes clearly have a meaningful impact on certain functions that have been core to email marketers’ jobs. 

With location-based targeting, click-through rates, open rates, and A/B testing taking a hit, many email marketers have no choice but to adapt. So let’s explore how exactly they did that.

4 Ways Email Marketers Are Adapting to Data Privacy Changes

After the initial panic, email marketers began finding creative ways to reach their target audience and measure the impact of their marketing efforts. These are the most popular strategies they used:

1. Prioritizing Different KPIs

At #1, 62% of impacted email marketers started prioritizing different KPIs to measure the effectiveness of their marketing efforts. 

To HubSpotters, this isn’t surprising. In fact, it’s one of the first strategies our own email team used when navigating the changes.

So let’s take a closer look at which KPIs became more and less important in a post-iOS15 and GDPR world.

The KPI hit the hardest by iOS 15 is email open rates. With the update, users can prevent email marketers from seeing when and if they opened a marketing email.

But don’t worry, this just means it’s time to turn to other KPIs like clicks, click-through rates, web traffic, click maps, unsubscribe rates, and audience surveys:

Clicks, Click Rate, and Clickthrough Rate

Ultimately, KPIs like clicks and click-through rates can tell you how engaging your content is. And, aside from those metrics, features like click maps, let you see exactly where people are clicking in your email, offering you a glimpse of what portions of your email are most (and least) engaging.

In a previous blog post, Jordan Pritikin, who leads HubSpot’s Email and Growth Marketing teams, similarly explained, “[Focusing on clicks, click rates, and conversions] is the right course of action. Looking at clicks and conversions is much more closely tied to how your database is engaging with your email programs,” 

Website Traffic and Leads

For email marketers, engagement isn’t their only goal. For example, while HubSpot’s acquisition team might send emails with goals of landing page conversion, our Blog team sends emails filled with blog posts to encourage traffic to our blog. 

That’s why website traffic and even conversions from your marketing emails can be tracked when sending through software like HubSpot. High email traffic indicates your email content is succeeding at getting recipients to visit your site. Meanwhile, high lead counts from emails indicate that you’ve successfully nurtured contacts to a landing page. 

Unsubscribe and Spam Rates 

Spiking unsubscribe rates can indicate that the content you are sending, or the frequency, has caused you to lose more of your audience than usual. On the other hand, a low unsubscribe rate means you are retaining your readers.

Similarly, getting one spam report here and there doesn’t necessarily mean everyone dislikes your content – but seeing a rise in spam rates could mean that subscribers suddenly see no value in your content, find it annoying, or aren’t getting what they signed up for. 

Open Rates (with a Grain of Salt)

As Pritikin wrote, “Open rates will not be going away. They will just be — different.” 

And, while you could say, “We will never look at open rates again,” you could still be doing yourself a disservice by ignoring them completely. At this point, you should continue to monitor your average open rate (and how it changes). This way, you can create a new Open Rate benchmark for your team that’s adjusted to meet new tracking standards. 

While an adjusted open rate benchmark won’t be 100% accurate, it will still tell you when you’ve successfully gotten a large chunk of subscribers to open an email, and when your subject line might need work. It can also be used as backup evidence if you’re using all of your KPIs to determine the success of a new strategy or email campaign. 

Surveys or Feedback Forms

Each time the HubSpot Blog tests a major email experiment or a new type of content in our emails, we try to include a feedback survey where readers can let us know what they thought. Meanwhile, The Hustle and other HubSpot emails offer a rating scale where you can rate your email experience and give feedback. 

While this doesn’t always lead to make-or-break data, surveying, polling, or seeking feedback from your audience can also be a great way to understand their interests and what they want to see more or less of in the future.

2. Gaining User Data From Other Sources

The second most popular strategy is leveraging user data from sources unaffected by data privacy changes, used by 52% of impacted email marketers.

An example of this would be analyzing email data coming from non-Apple users, which can still give you a clear idea of an email’s open rate, among other metrics.

3. Expanding on Messaging Channels

Coming in at #3, 37% of impacted email marketers started leveraging channels other than email marketing, like SMS.

Before you scoff at the idea, consider these facts. 3.8 billion people currently carry a cell phone with them everywhere they go and 48 million opted in to receive marketing messages over text in 2020. 

Still not convinced? Here’s the kicker – SMS has a 98% open rate, while our survey shows that only 3% of marketing emails have an open rate above 50%. Furthermore, 65% of marketing emails have an open rate that falls in the 16-35% range, significantly lower than the open rate of SMS correspondences.

If you’re ready to add SMS to your marketing strategy, you can find 30 SMS templates here. 

But there are plenty of channels marketers can lean on. In our recent media planning survey, we found that while email marketing is the most popular channel marketers leverage, it comes in #3 for ROI, and doesn’t see high engagement.

Paid social media content, however, has the highest ROI and engagement of any marketing channel, followed by organic social media content at #2 for both ROI and engagement. Organic search (SEO) also has comparable ROI and engagement levels when compared to email marketing.

4. Improving Email Deliverability

Lastly, 28% of email marketers responded to privacy changes by focusing on improving email deliverability. 

That means leveraging strategies like maintaining a healthy email list, providing easy unsubscribe options, personalizing emails, using engaging subject lines and preview text, and making sure your emails and mailing list are GDPR compliant.

While this data on how email marketers adapted to privacy changes tells us which strategies are most popular, we also want to know which are most effective. 

The Email Strategy Pivots That Help Most

So let’s compare these strategies by splitting our data by those who say privacy changes had a positive impact on their email marketing strategy vs. those who report a negative impact:

Looking at the data above, we can see that those who say the data privacy changes had a positive impact on their email marketing strategy are:

• 9% more likely to prioritize different KPIs to measure the effectiveness of email marketing
• 7% more likely to leverage channels other than email for marketing
• 21% less likely to focus on improving email deliverability
• 5% less likely to leverage user data from sources unaffected by data privacy changes.

While the differences between these groups can give you an idea of where to get started, remember that these strategies can all be effective, and every situation is unique. 

For example, if a majority of your customers use Apple mail, it may not be as effective to study email data of the handful of your clients who use Gmail or Outlook. 

Navigating Email Privacy Impacts

All in all, email privacy protection is not even close to “the end of the world” for email marketers. That said, it does and will continue to require some creative pivoting. 

Like any major online marketing strategy, email marketers must learn how to adapt to a changing world that continues to prioritize consumer privacy. And, although privacy features will continue to evolve and pose new challenges for brands, companies that navigate them successfully will still be able to create experiences that feel personalized, memorable, and – importantly – secure for online audiences. 

Ultimately, that’s good for everyone.

Want to learn more about Apple iOS 15’s email privacy protection updates? Get the backstory here, learn how HubSpot’s email team has responded, or this Community thread if you’re a HubSpot user.

Looking to find a tool that offers transparent email data estimates and can help you optimize your messaging for the most engagement possible? Check out HubSpot’s own Email tools

Oprah. Dave Ramsey. Seth Godin.

Besides being highly successful in business, these people are considered thought-leaders – or experts — in their industry.

Similarly, as a marketer, being an expert in your field is crucial. To do that, you have to drive traffic to your site, nurture and convert leads, and build brand authority and reputation. That’s where thought leadership comes in.

Below, let’s review what thought leadership is and how to use it in your marketing strategy. We’ll also explore the best examples and types of content you can consider creating.

A person or company might use thought leadership as a content marketing strategy because providing value to your audience demonstrates your brand helpfulness. Then, down the road when someone is seeking a product or service like the ones you provide, they’ll turn to you first.

If you’re good at it, you’ll increase awareness among your target audience, generate more leads, improve social proof, and boost engagement online.

For instance, Brian Dean is a thought leader in the SEO space. By regularly posting content related to his expertise, he’s proven his value as a content marketer worth following. More on him later.

But first, how do you incorporate thought leadership into your marketing strategy? Here, we’ll analyze the top thought leadership marketing tips.

Thought Leadership Marketing

Now that we’ve covered what thought leadership is, let’s review some best practices before you get started.

1. Know your audience and continue learning about them.

Knowing your audience is the key to succeeding with any marketing strategy, and thought leadership is no different. It starts with your buyer persona. What motivates or inspires your audience? What are their pain points? What questions are they asking? 

To figure this out, look on social media or conduct customer interviews. Once you know these things, you can begin answering their questions with thought leadership content.

Additionally, it’s important to continuously check-in and reevaluate your buyer personas. Are your customer’s questions changing over time? Do their pain points look the same today as they did when you first began as a company? People evolve, and so will your audience.

2. Be active on social media.

Social media is an effective vehicle to build your brand and authority. First, social media keeps you active and engaged with your community. Second, you can use it to comment on industry news and ensure your brand voice is heard in conversations regarding relevant industry trends.

Plus, you can use social media to promote thought leadership content in an organic way without seeming too promotional.

3. Publish a variety of content — in a variety of places.

Creating thought leadership content doesn’t just mean posting on your blog. It also means being active on social media, guest posting on other sites, and speaking at events or on podcasts.

It’s important to mix it up with owned media versus other media sources. Consider having a combination of written, video, and audio content, like podcasts.

Ultimately, thought leadership content should show up wherever your audience is.

4. Analyze what your competitors are doing.

If your competitors are creating thought leadership content, analyze what they’re doing. How often are they posting? Where are they posting? Don’t be afraid to get inspiration from your competitors.

On the flip side, you can also look and see what your competitors are missing. Perhaps you can fill in gaps in the content they’re putting out.

5. Create valuable content.

In order to truly succeed at thought leadership, you need to create valuable content. Show that you’re an expert in the industry by speaking intelligently on specific issues in the industry. It’s important to dig deep and show off your expertise in one subject area at a time.

For instance, it can be tricky to prove yourself an expert in marketing as a whole (at least in the beginning), but you can have the director of SEO at your company create content for your blog or LinkedIn to demonstrate your brand’s specific expertise in SEO.

6. Be genuine.

We can’t say it enough, but being too promotional doesn’t connect with your audience. In fact, it’ll probably annoy them. You should produce content that is genuine and authentic to your brand.

Additionally, you want to make sure your content makes sense to everyone, offers perspective, and is supported with market-backed research that’ll help inform your audience’s opinions or decisions. Using examples, facts, and quotes will go a long way.

Once you’ve thought about adding thought leadership to your marketing strategy, it’s time to dive into the type of content you’ll want to create.

So, how do you come up with content ideas to talk or write about?

To start, you could do some keyword research to see what people are asking. This goes back to understanding your audience so you can create content that answers their questions.

You’ll also want to keep in mind industry news. Is there anything pressing going on? Are there any issues being discussed in your field? If so, address those and forecast the future of your industry.

Additionally, you can’t go wrong with articles using formats like tips, how-tos, or best practices. You’ll just want to ensure you’re producing long-form, educational content that your audience wants to read.

After you’ve considered the format and type of content you want to produce, it’s time to dive deep into the strategy.

Thought Leadership Strategy

Before you jump into thought leadership, you’ll want to have a strategy and a game plan for how you’re going to move forward.

Here’s a simple step-by-step process you can use as a starting point:

Step 1: Set a SMART goal. SMART goals are specific, measurable, attainable, relevant, and timely goals. Before you begin working on thought leadership, have a goal for what you want to get out of it, whether it’s increased traffic to your site or lead generation.

Step 2: Brainstorm content ideas. Think about your personas. Is your content focused and strategic to what they want to read or watch? What are they searching for and asking on social media? Answer these questions during your brainstorming session.

Step 3: Analyze competitors. To kickstart more brainstorming ideas, answer questions like, “Who is my audience currently going to for answers?” Again, you’ll want to fill in the gaps in their content and talk about what they aren’t.

Step 4: Create and distribute content. Once you’ve decided what content to create, make sure you have a point of view and personality. Your content should be easy to consume and easy to share.

Step 5: Measure results. Track your results in order to see if your thought leadership content has been effective. Use your SMART goals to determine what metrics you’re tracking.

1. Oprah Winfrey

Oprah Winfrey, former talk show host and media mogul, spoke at the USC Annenberg School for Communication and Journalism commencement ceremony in 2018.

She took some of her time to speak on the role of journalists today. She said, “You will become the new editorial gatekeepers, an ambitious army of truth-seekers who will arm yourselves with the intelligence, with the insight and with the facts necessary to strike down deceit. You’re in a position to keep all of those who now disparage real news — you all are the ones who are going to keep those people in check.”

Throughout the years, Oprah has earned her title as a media expert. Her advice and opinions on the industry are considered thought leadership because of her expertise, which she spent her career cultivating.

2. Dave Ramsey

Dave Ramsey is a personal finance expert. He has a degree in Finance and Real Estate, and is known for counseling people on paying off their debts. Ramsey became a thought leader when he continued to produce content in the industry, including hosting a radio show, writing books, and podcasting.

One of the best examples of his thought leadership content is his podcast, the Ramsey Show. He posts episodes almost every day on topics such as personal finance, leadership, and career growth.”

You can also follow his Twitter where he shares bite-size financial tips and advice. 

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3. Seth Godin

Seth Godin is an entrepreneur turned business mogul. He’s written books addressing marketing, advertising, and leadership. He’s also in the Marketing Hall of Fame, launched by the American Marketing Association of New York. He became a thought leader because of the successful content he delivers, including speaking engagements, books, and his blog.

Let’s do a deep-dive on his blog. Here, he regularly writes about his areas of expertise, including marketing and business. For instance, in this blog post, he writes about the difference between reassurance and encouragement. He says, “Reassurance always runs out. Reassurance implies that the only reason to go forward is because it’s certain to work. Encouragement means that someone sees us, understands us and believes in us. Even (especially) when things don’t turn out as we hoped.“

4. Marie Forleo

Marie Forleo is a life coach, speaker, author, and host of her own YouTube channel She is known for creating and selling online courses, especially in regards to entrepreneurship. She became a thought leader because of her expertise in business coaching.

One example of thought leadership content she’s produced is this video on her YouTube channel:

Here, she speaks on her expertise in content by discussing how to find fresh content ideas every week. She delivers three strategies her viewers can use to generate content ideas for their blog, podcast, or videos.

5. Brian Dean

Brian Dean is an SEO expert. After he created a successful online business, he decided to create a blog – Backlinko — that chronicled the lessons he learned along the way. Essentially, he created a thought leadership site meant to boost his credibility.

He uses long-form content that is educational and valuable to his audience, such as “17 Untapped Ways to Find New Content Ideas.”

Additionally, he also uses social media to share articles and comment on SEO trends.

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6. Sallie L. Krawcheck

Sallie L. Krawcheck, CEO and co-founder of Ellevest, a digital advisor for women, is an expert in finance. Before she started her company, she was the president of Global Wealth and Investment Management at Bank of America.

Throughout her career she’s become a thought leader because she is widely published both on social media and traditional media such as television shows.

One example of thought leadership content she’s created is on LinkedIn. Here, Krawcheck proves her expertise in finance by publishing articles and organic posts about finance. This boosts her company’s value and brand awareness.

Thought leadership is a great strategy that every content marketer should be thinking about, particularly since it allows you to prove expertise in your industry while simultaneously expanding your reach and helping your readers and customers grow.

Henry Ford’s quote, “If everyone is moving forward together, then success takes care of itself,” is one of my personal favorite quotes on teamwork. 

Because it’s true: Teamwork has the incredible power to increase productivity, job satisfaction, and even each person’s individual performance. 

To inspire your team to band together and celebrate collaboration, we’ve gathered some of our favorite quotes on the power of teamwork. Check out the full list of inspirational quotes below,  including some remarks about hard work to keep your collaborative juices flowing.

Teamwork Quotes to Inspire Collaboration

1. “Alone we can do so little; together we can do so much.” – Helen Keller (Click to Tweet!)

2. “If everyone is moving forward together, then success takes care of itself.” – Henry Ford (Click to Tweet!)

3. “Many ideas grow better when transplanted into another mind than the one where they sprang up.” – Oliver Wendell Holmes (Click to Tweet!)

4. “If I have seen further, it is by standing on the shoulders of giants.” – Isaac Newton (Click to Tweet!)

5. “No one can whistle a symphony. It takes a whole orchestra to play it.” – H.E. Luccock (Click to Tweet!)

6. “Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives. It is the fuel that allows common people to attain uncommon results.” – Andrew Carnegie (Click to Tweet!)

7. “It is the long history of humankind (and animal kind, too) that those who learned to collaborate and improvise most effectively have prevailed.” – Charles Darwin (Click to Tweet!)

8. “Coming together is a beginning, staying together is progress, and working together is success.” – Henry Ford (Click to Tweet!)

9. “Talent wins games, but teamwork and intelligence win championships.” – Michael Jordan (Click to Tweet!)

10. “The strength of the team is each individual member. The strength of each member is the team.” – Phil Jackson (Click to Tweet!)

 

11. “The best teamwork comes from men who are working independently toward one goal in unison.” – James Cash Penney (Click to Tweet!)

12. “Politeness is the poison of collaboration.” – Edwin Land (Click to Tweet!)

13. “Find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life.” – Amy Poehler (Click to Tweet!)

14. “Effectively, change is almost impossible without industry-wide collaboration, cooperation, and consensus.” – Simon Mainwaring (Click to Tweet!)

Want more? Read about Fun Corporate Team-Building Activities & Outing Ideas Everyone Will Enjoy.

15. “Teamwork begins by building trust. And the only way to do that is to overcome our need for invulnerability.” – Patrick Lencioni (Click to Tweet!)

16. “You need to be aware of what others are doing, applaud their efforts, acknowledge their successes, and encourage them in their pursuits. When we all help one another, everybody wins.” – Jim Stovall (Click to Tweet!)

17. “The way a team plays as a whole determines its success. You may have the greatest bunch of individual stars in the world, but if they don’t play together, the club won’t be worth a dime.” – Babe Ruth (Click to Tweet!)

18. “There is no such thing as a self-made man. You will reach your goals only with the help of others.” – George Shinn (Click to Tweet!)

19. “It is literally true that you can succeed best and quickest by helping others to succeed.” –Napolean Hill (Click to Tweet!)

20. “The whole is other than the sum of the parts.” – Kurt Koffka (Click to Tweet!)

21. “A group becomes a team when each member is sure enough of himself and his contribution to praise the skills of others.” – Norman Shidle (Click to Tweet!)

22. “The ratio of We’s to I’s is the best indicator of the development of a team.” – Lewis B. Ergen (Click to Tweet!)

23. “Individual commitment to a group effort — that is what makes a team work, a company work, a society work, a civilization work.” – Vince Lombardi (Click to Tweet!)

24. “One piece of log creates a small fire, adequate to warm you up, add just a few more pieces to blast an immense bonfire, large enough to warm up your entire circle of friends; needless to say that individuality counts but teamwork dynamites.” – Jin Kwon (Click to Tweet!)

25. “No matter how brilliant your mind or strategy, if you’re playing a solo game, you’ll always lose out to a team.” – Reid Hoffman (Click to Tweet!)

 

26. “Keep away from people who try to belittle your ambitions. Small people always do that, but the really great make you feel that you, too, can become great.” – Mark Twain (Click to Tweet!)

27. “If you want to lift yourself up, lift up someone else.” – Booker T. Washington (Click to Tweet!)

28. “Great things in business are never done by one person; they’re done by a team of people.” – Steve Jobs (Click to Tweet!)

29. “Individually, we are one drop. Together, we are an ocean.” – Ryunosuke Satoro (Click to Tweet!)

30. “Cooperation is the thorough conviction that nobody can get there unless everybody gets there.” – Virginia Burden (Click to Tweet!)

31. “None of us, including me, ever do great things. But we can all do small things, with great love, and together we can do something wonderful.” – Mother Teresa (Click to Tweet!)

32. “It is amazing what you can accomplish if you do not care who gets the credit.” – Harry Truman (Click to Tweet!)

33. “It takes two flints to make a fire.” – Louisa May Alcott (Click to Tweet!)

34. “The way to achieve your own success is to be willing to help somebody else get it first.” – Iyanla Vanzant (Click to Tweet!)

35. “If you want to go fast, go alone. If you want to go far, go together.” – African Proverb (Click to Tweet!)

36. “Success is best when it’s shared.” – Howard Schultz (Click to Tweet!)

Need help collaborating effectively? Take a look at 21 Marketing Collaboration Tools to Improve Productivity and Teamwork.

Hard Work Quotes to Inspire Determination

37. “Hard work beats talent if talent doesn’t work hard.” – Tim Notke (Click to Tweet!)

38. “We think, mistakenly, that success is the result of the amount of time we put in at work, instead of the quality of time we put in.” – Ariana Huffington (Click to Tweet!)

39. “When the ideas are coming, I don’t stop until the ideas stop because that train doesn’t come along all the time.” – Dr. Dre (Click to Tweet!)

40. “Someone once told me growth and comfort do not coexist. And I think it’s a really good thing to remember.” – Ginni Rometty (Click to Tweet!)

41. “Hard work keeps the wrinkles out of the mind and spirit.” – Helena Rubinstein (Click to Tweet!)

42. “Satisfaction lies in the effort, not in the attainment.” – Mahatma Gandhi (Click to Tweet!)

43. “I’m a greater believer in luck, and I find the harder I work, the more I have of it.” – Thomas Jefferson (Click to Tweet!)

44. “Diamonds are nothing more than chunks of coal that stuck to their jobs.” – Malcolm Forbes (Click to Tweet!)

45. “The dictionary is the only place that success comes before work.” – Vince Lombardi Jr. (Click to Tweet!)

I hope these quotes have inspired you to work better with your teams. Remember — teamwork isn’t just about the people, it’s about the tools and processes that will help you minimize redundancies and maximize output. For tools that help you work better, not harder, learn about how HubSpot can help you. 

Excel is a great tool for all of your marketing needs. You can create graphs to visualize your data, use formulas to calculate conversion rates, or even create social media calendars.

You can also monitor trends in your marketing campaign data and, in this post, we’ll explain how to do so with the sparklines tool.

Already know what you need? Jump there with our Table of Contents.

• How to Add a Sparkline in Excel
• Create a Column Sparkline in Excel
• How to Ungroup Sparklines in Excel
• How to Mark Data Points in Sparkline Charts
• How to Color Code Excel Sparkline

What are sparklines in Excel?

Sparklines are charts in individual cells that provide visual representations of trends in your sheet data. For example, if you track month-over-month progress, a sparkline can show you how each month compares to the other.

There are three different ‌sparklines you can add to your Excel spreadsheets: line, column, and win-loss. The image below is an example of a line.

For this walkthrough, we’ll use a sample data table (shown below) that tracks views, conversions, and leads generated from a marketing campaign‌.

Let’s go over how to add your own.

How to Add a Sparkline in Excel

1. Select the cells you want represented in your sparkline chart. In this example, I’ve selected all the cells between B2 and I2.

2. In the header toolbar, select Insert, then Sparklines.

3. You should then see a dropdown menu where you can select the type of sparkline chart you want: line, column, or win-loss. I selected a line for this example.

4. After you select your preferred chart, you’ll see a dialogue box appear (as shown below). In the Select where you want to place the sparkline box text field, enter the cell that you want the sparkline chart in.

It’s best practice to have the sparkline immediately next to the string of cells you’re creating the chart for so you can get a full visualization and quickly refer back to your data.

For this example, I selected cell J2.

5. Your sparkline chart should appear in the cell you selected. The image below is the sparkline for my sample data set, and it shows the trend in views over time for my marketing campaign.

Below we’ll go over the steps to creating a different type of sparkline.

Create a Column Sparkline in Excel

If you want to use a column sparkline in Excel, repeat steps one and two from above. When the sparkline selection box opens, select column instead of line. The image below is a column sparkline.

Follow the same process if you want a win-loss sparkline. The image below is an example of what this chart looks like.

How to Ungroup Sparklines in Excel

You’d want to ungroup sparklines in Excel if you want each of your rows to have a different sparkline. For example, if you want rows two and four to have a line chart, but row three to have a column. Let’s go over the steps.

1. Right-click on the sparkline you want ungrouped. For this example, I right-clicked on column J3.

2. In the popup menu, select Sparklines, then Ungroup.

3. Click on the sparkline you want to change, navigate to the Sparkline header toolbar, and make your chart selection.

The image below is an example of what it looks like when you ungroup sparklines and use different charts.

Format a Sparkline Chart in Excel

A benefit to using Excel is that you can always format your spreadsheets to your liking, and this goes for Sparklines too. Let’s go over some formatting changes you can make.

How to Mark Data Points in Sparkline Charts

1. Select the sparkline you want to edit and navigate to the Sparkline header toolbar and select your preferred data marker, as shown in the image below.

If I select High Point, my corresponding sparkline chart will have a marker displaying the month with the highest view count.

How to Color Code Excel Sparkline

Select the sparkline you want to edit and navigate to the right-hand side of the Sparkline header toolbar, as shown in the image below.

You have the option to change the color of your sparkline, the color of your markers, and the weight of your sparkline.

Over To You

Now that you know how to create a sparkline chart, you can expertly monitor trends in your marketing campaigns that will help you quickly view the success of your processes.

Think about all the times you’ve signed up for things in your life. Did you once download Evernote? Dropbox? Spotify? Maybe you’ve even taken a class on General Assembly.

Each one of these signups is likely a result of an effective call-to-action (CTA).

Think about it: If you hadn’t been drawn in by the copy or design of the CTA, or been guided so eloquently through your sign-up process, you would probably use a lot fewer apps and websites than you do now.

It’s really important to guide your visitors through the buying journey using strategic CTAs.

What is a CTA in Marketing?

As a marketer, CTAs are relevant because they encourage your audience to take action on a marketing campaign.

Ultimately, the goal of any marketing campaign is to guide your audience in the buyer’s journey so they eventually make a purchase.

However, each marketing campaign might have a different action for the audience to carry out because there are several tactics you can use to guide your audience in their journey.

Below are a few examples of the types of CTA button copy you might use in marketing:

The above types of CTAs all serve a designated purpose, but keep in mind the language they use can vary. And today, marketers everywhere have put some creative spins on their calls to action to generate the leads their businesses depend on.

To help you identify what’s effective and what’s not, we’ve listed out examples of CTAs that totally rock. These call-to-action examples are broken out into three categories:

• Simple and effective CTAs
• CTAs with great call-to-action phrases
• CTAs that balance multiple buttons on one page

Best Call to Action Examples of 2022

1. HubSpot

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One of the perks of using HubSpot is the wealth of free resources they offer. This slide-in CTA found in an article discussing marketing intelligence, demonstrates how a well-placed CTA can improve user experience.

It’s unobtrusive and comes in midway through the article, not only prompting readers to “download now” but offering a useful and free resource. The marketing kit offers an out-of-the-box solution for those who may not know where to start.

Why this CTA Works

This slide-in CTA offers a free resource that is directly related to the topic of the article it appears on. Readers can finish the article and then download the guide with templates to get started making a marketing kit of their own. (Click here to learn how to add slide-in CTAs to your blog posts.)

2. The Budgetnista

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Run by personal financial educator and author Tiffany Aliche, The Budgetnista is a one stop shop for personal finance. In addition to providing content that delights her audience, she’s also a pro at creating inviting CTAs.

Instead of simply putting a sign up CTA to promote her newsletter, she uses language that entices the reader to click. “Sign Up For Weekly Goodies” sounds a whole lot more interesting than “sign up for my newsletter.” Who doesn’t want weekly goodies?

Why this CTA Works

The friendly and creative use of language encourages visitors to take the desired action. It also mirrors Aliche’s personality, which is a nice touch and helps personalize the interaction.

3. Glossier

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Beauty brand Glossier has its marketing image down, showcasing realistic images of women with a variety of skin types. Who can forget their boy brow campaign? Their website is clean with lots of white space that make the photos of the models and makeup pop.

Their CTA is an overlay that appears when you start scrolling down their site. While many would quickly click out of the pop up, the language Glossier chooses makes you want to stick around. “Let’s take this to your inbox” is a clever way to ask folks to sign up for your newsletter. If you’re down to join simply click “i’m in” and you’re done.

Why this CTA Works

Like The Budgetnista, Glossier uses clever phrasing that makes the brand more relatable and entices people to take action. The image of a model with great Glossier makeup and the illustrations included also aid in making this CTA appealing.

4. 310 Creative

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Growth agency and HubSpot partner 310 Creative aims to help B2B companies scale and refine the buyer’s journey to increase sales. Knowing that visitors to the site may not quite know what specific services they need, 310 Creative makes use of a CTA that removes confusion.

The slide-in CTA solicits visitors to book a free assessment to get some clarity on where their business may be falling short and discover why these outcomes are happening.

Why this CTA Works

Not only does it remove barriers by explicitly stating the service is free, this CTA also demonstrates empathy for the visitor. By describing an issue followed by “If this sounds familiar, let’s talk” it demonstrates that 310 Creative is here to help and understands the user’s frustration.

5. Heyday

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Heyday is a bit of a rebel in the facial industry. Its minimalist, no-frills approach has made it a favorite among those who just want to see an aesthetician without the fuss and upselling.

That minimalist, but friendly approach shows up in their CTA too. Making great use of some models with glowing skin, this CTA entices viewers to sign up for their newsletter with a discount. The “sign up and save” button is persuasive, along with the humorous “No thanks, I prefer full-price skincare” hyperlink to opt out.

Why this CTA Works

Heyday employed beautiful aesthetics, a discount, and humor to encourage visitors to take the desired action.

6. VRBO

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If you love browsing beautiful vacation homes in your spare time, VRBO is a great place to do it. The brand makes great use of aspirational aesthetics and gorgeous locales.

The dark blue CTA pops against VRBO’s white background, drawing the reader in. Then the “discover your escape” button adds a touch of adventure for those who may be interested in renting a vacation home.

Why this CTA Works

VRBO makes great use of color and phrasing. It’s not a vacation, but rather an adventure where they can serve as your trusted guide.

7. Hulu

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Streaming giant Hulu went for a dramatic approach with this CTA. The dimmed background shows off all its television and movie offerings, while the green and white text of the CTA draws your attention to the promotion.

It’s a sign-up and upsell in one, informing users that they can get a discount add-on with Disney+ and ESPN+.

Why this CTA Works

This CTA entices visitors with the impression they’re getting a deal with the bundle. Instead of just having a sign up button, it’s “get the disney bundle.” It puts the emphasis on providing value to get visitors to take action.

8. Hija De Tu Madre

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Apparel company Hija De Tu Madre, keeps it fresh with a clean, pink and white color scheme that exudes youthfulness and freshness. Most of what makes their CTAs so appealing is the clever play on words, mixing both spanish and english, an ode to their target audience.

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Because they’re so dialed into their audience, Hija De Tu Madre can extract more information from their visiors. Instead of just having a CTA that requests an email (first image), they’ve introduced a mobile phone request in a second CTA. How do they persuade folks to hand over their digits? By offering them a chance to win merch — specifically their popular denim jackets.

Why this CTA Works

Offering something visitors consider valuable in return for their personal information — in this instance a coveted denim jacket, will make people more likely to share more information. The key is to know your audience and tap into their interests.

9. Wool and the Gang

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This CTA from Wool and the Gang will make you feel all fuzzy on the inside. The collage background of customers donning their Wool and the Gang garments plus a cute pup really draws the reader in and fits with the brand’s audience.

The CTA button states “share your knits #woolandthegang” which encourages customers to share what they’ve made using Wool and the Gang products, working as both brand promotion and customer engagement.

Why this CTA Works

This CTA not only grabs the visitor’s attention, it creates a sense of community and entices visitors to join. This particular CTA also doubles as brand promotion as more customers share their kits across social media.

10. Tweak It Studio

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Home decor and design company Tweak It Studio showcases the importance of having fun, but clear CTAs.

They get the visitor’s attention with “Just Dropped” in big bold letters to inform readers on new products on offer, then combine it with a CTA button that states exactly what the item is — in this case “personalized wood names.” It’s much more effective than just having a button that simply states “buy now.”

Why this CTA Works

This CTA uses urgency with “just dropped” to get visitors to check out new items in the store and also communicates clearly in the button where the visitor is headed next after clicking.

Want more CTA design inspiration? Check out some of our favorite call-to-action examples below.

1. HubSpot CTAs [Free Templates]

Looking for inspiration to help build better CTAs? Use our professionally designed CTA templates to generate more clicks, submissions, and leads from your content.

2. Evernote

CTA: Sign Up

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“Remember Everything.” Visitors can immediately understand that message the moment they land on this page. The design on Evernote’s website makes it super simple for users to see quick benefits of using the app and how to actually sign up to use it. Plus, the green color of the main and secondary CTA buttons is the same green as the headline and the Evernote logo, all of which jump off the page.

How to Replicate this CTA

Consider using a bright color that contrasts well with the elements on your web page to make your CTA stand out.

3. Dropbox

CTA: Sign up for free

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Dropbox has always embraced simple design with a lot of negative space. Even the graphics on their homepage are subtle and simple.

Thanks to that simple design and negative space, the blue “Sign up for free” call-to-action button stands out from everything else on the page. Since the CTA and the Dropbox logo are the same color, it’s easy for the visitor to interpret this CTA as “Sign up for Dropbox.” That’s one effective call-to-action.

How to Replicate this CTA

Negative space can work in your favor if used correctly. Use it to your advantage by allowing your CTA to stand out using your bold, brand colors

4. OfficeVibe

CTA: Subscribe

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Here’s a slide-in call-to-action that caught my attention from OfficeVibe. While scrolling through a post on their blog, a banner slid in from the bottom of the page with a call-to-action to subscribe to their blog. The best part? The copy on the slide-in told me I’d be getting tips about how to become a better manager — and the post it appeared on was a post about how to become a better manager. In other words, the offer was something I was already interested in.

Plus, I like how unobtrusive slide-in CTAs are — as opposed to what my colleague Rachel Sprung calls the “stop-everything-and-click-here-pop-up-CTA.” I find these CTAs offer a more lovable experience because they provide more information while still allowing me to continue reading the blog post.

How to Replicate this CTA

You can create your own slide-in CTA using HubSpot’s marketing tools. After designing your CTA using our templates, and create a HubSpot account. Go to Marketing > Lead Capture > CTAs in your HubSpot account and follow the CTA instructions here.

5. Netflix

CTA: Join Free for a Month

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One big fear users have before committing to sign up for something? That it’ll be a pain to cancel their subscription if they end up not liking it. Netflix nips that fear in the bud with the “Cancel anytime” copy right above the “Join Free for a Month” CTA. I’d venture a guess that reassurance alone has boosted signups. Also, you’ll notice again that the red color of the primary and secondary CTAs here match Netflix’s logo color.

How to Replicate this CTA

Not only can you get a visitor’s attention with a stark contrast in color, but you can use language in your CTA that entices them to click. Consider using “Try for Free,” or something similar in your CTA that removes the risk for potential customers.

6. Square

CTA: Get Started

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To achieve effective CTA design, you need to consider more than just the button itself. It’s also super important to consider elements like background color, surrounding images, and surrounding text.

Mindful of these additional design components, the folks at Square used a single image to showcase the simplicity of using their product, where the hovering “Get Started” CTA awaits your click. If you look closely, the color of the credit card in the image and the color of the CTA button match, which helps the viewer connect the dots of what to expect if/when they click.

How to Replicate this CTA

You can use color to help visitors connect the dots whether it’s coordinating similar tones like in this image, or by using brand colors like the Dropbox example.

7. Prezi

CTA: Give Prezi a try

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The folks at Prezi are also into the minimalist design look on their website. Other than the green dinosaur and the dark brown coffee, the only other color accompanying the predominantly black-and-white design is a bright blue — the same blue from their main logo. That bright blue is strategically placed on the homepage: the main “Give Prezi a try” CTA, and the secondary “Get Started” CTA, both of which take users to the same pricing page.

How to Replicate this CTA

This page took a minimalist color scheme, but incorporated two CTAs with the same color button that direct visitors to the same landing page. If your page has a clean, minimalist design consider trying two CTAs with different text to draw visitors in.

8. Full Bundle

CTA: Our Work

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Full Bundle is another company that uses negative space to make their primary CTA pop. The white “Our Work” call-to-action stands out against the dark greys of the background. Their choice of CTA is strategic, too. Given that they primarily exist to build out clients’ online presences, it’s important for them to showcase their work — and that’s what most folks are going to their website for.

How to Replicate this CTA

Make creative use of negative space like Full Bundle’s gray tones. As you can see, the different shades of gray make triangles, adding a subtle design element that makes their white CTA pop out at the bottom.

9. Panthera

CTA: Join

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The folks at Panthera are looking for users who really care about wild cats around the world and want to join a group of people who feel the same way. To target those people in particular, we love how they use language that would speak to big cat-lovers: “Join the pride today.” The page itself is super simple: an on-page form with two, simple fields, and a button asking folks to (again) “Join.”

How to Replicate this CTA

Establish a connection with your target audience by using vernacular related to your brand that would appeal to them in your CTA.

10. EPIC

CTA: Let’s start a new project together

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The folks at the agency EPIC use their homepage primarily to showcase their work. When you arrive on the page, you’re greeted with animated videos showing some of the work they’ve done for clients, which rotate on a carousel. While there are plenty of other places users might click on their site — including their clients’ websites — the main call-to-action stands out and always contrasts with the video that’s playing in the background.

I love that it features friendly, inclusive language —”Let’s start a new project together” — which gives a hint to users looking for a creative partner that they’re an especially great team to work for.

How to Replicate this CTA

Use inviting language. It’s easy to make a button that just says “join us,” but that’s not very convincing. Consider something friendlier like “let’s work together” or something specific to the service you offer.

11. Aquaspresso

CTA: Send Me Specials Now!

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The whole point of a call-to-action is to direct your site visitors to a desired course of action — and the best CTAs do so in a way that’s helpful to their visitors. The folks at coffee company Aquaspresso really nailed that balance here with the pop-up CTA on their main blog page.

Here, the desired course of action is for their blog readers to check out what they’re actually selling (and hopefully buy from them). There are many ways they could have done this, including putting out a CTA that urges people to “Check out our most popular products!” or something very direct. But we love what they’ve done instead: Their CTA offers blog readers something much more helpful and subtle — an offer for “today’s specials” in exchange for the reader’s email address.

Adding that the specials are for today only is a great example of a psychological tactic called scarcity, which causes us to assign more value to things we think are scarce. The fear that today’s specials are better than tomorrow’s might make people want to fill it out and claim their offer while they can.

How to Replicate this CTA

The call-to-action above was created using HubSpot’s templates. Consider introducing a sense of urgency for website visitors by using scarcity in your CTA. You can use phrases like “limited time offer” or “get today’s deals” to motivate visitors to take the desired action.

12. QuickSprout

CTA: Are you doing your SEO wrong? Enter your URL to find out

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No one wants to be wrong. That’s why a call-to-action button like QuickSprout’s slide-in CTA on their blog is so clickworthy. It asks the reader, “Are you doing your SEO wrong?” Well, am I? All I have to do is enter my URL to find out — seems easy enough. It’s language like that that can really entice visitors to click through.

Plus, having the CTA slide in mid-blog post is a great tactic for catching readers before they bounce off the page. Traditionally, many blogs have CTAs at the very bottom of each blog post, but research shows most readers only get 60% of the way through an article.

How to Replicate this CTA

Use language in your CTA that grabs the visitor’s attention or speaks to a pain point they may be having. The case above uses SEO, but you could use something like “Having trouble converting leads?” and then position your service as the remedy. (Click here to learn how to add slide-in CTAs to your blog posts.)

13. Grey Goose

CTA: Discover a cocktail tailored to your taste

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Here’s a fun, unique call-to-action that can get people clicking. Whereas site visitors might have expected to be directed to product pages or press releases from the homepage, a CTA to “Discover a Cocktail Tailored to Your Taste” is a pleasantly surprising ask. People love personalization, and this CTA kind of feels like an enticing game. The play button icon next to the copy gives a hint that visitors will be taken to a video so they have a better idea of what to expect when they click.

How to Replicate this CTA

Personalization works wonders for establishing a connection with visitors. Consider implementing a CTA that suggests a personalized experience for visitors based on the product or service you offer. For example, you could say “Explore plans that fit your budget,” or “choose a design tailored to your brand.”

14. Treehouse

CTA: Claim Your Free Trial

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A lot of company websites out there offer users the opportunity to start a free trial. But the CTA on Treehouse’s website doesn’t just say “Start a Free Trial”; it says “Claim Your Free Trial.”

The difference in wording may seem subtle, but think about how much more personal “Claim Your Free Trial” is. Plus, the word “claim” suggests it may not be available for long, giving users a sense of urgency to get that free trial while they can.

How to Replicate this CTA

If you offer a free trial for your service, instead of just using a button that says “free trial,” personalize the experience by using “start your free trial.”

15. OKCupid

CTA: Continue

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OKCupid’s CTA doesn’t seem that impressive at first glance, but its brilliance is in the small details.

The call-to-action button, which is bright green and stands out well on a dark blue background, says, “Continue.” The simplicity of this term gives hope that the signup process is short and casual. To me, this CTA feels more like I’m playing a fun game than filling out a boring form or committing to something that might make me nervous. And it’s all due to the copy.

How to Replicate this CTA

People enjoy games so if it works for your produt or service, try to gamify your CTA to spark interest.

16. Blogging.org

CTA: Countdown Clock

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Nothing like a ticking timer to make someone want to take action. After spending a short amount of time on blogging.org’s homepage, new visitors are greeted with a pop-up CTA with a “limited time offer,” accompanied by a timer that counts down from two minutes.

As with Aquaspresso’s example in #10, this is a classic use of the psychological tactic called scarcity, which causes us to assign more value to things we think are scarce. Limiting the time someone has to fill out a form makes people want to fill it out and claim their offer while they can.

Curious, what happens when time runs out? So was I. Hilariously, nothing happens. The pop-up CTA remains on the page when the timer gets to zero.

How to Replicate this CTA

Similar to Aquaespresso, consider using scarcity to give visitors to your site a sense of urgency to take action.

17. IMPACT Branding & Design

CTA: What We Do

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CTAs can feel really pushy and salesy (yes, that’s a word…) if the wrong language is used. I like IMPACT‘s educational approach, where they challenge visitors to learn what the company does before pushing them to take any further action. This call-to-action is especially intriguing to me because they don’t even use an action verb, yet they still manage to entice people to click.

How to Replicate this CTA

Entice visitors to learn more about your business by using language in your CTA that persuades them to see what you do. Use something like “see our past projects,” “what we do,” or “view our work.”

18. Huemor

CTA: Launch (Do Not Press)

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If you went to a website and saw a “Launch” CTA accompanied by the copy “Do Not Press” … what would you do? Let’s be honest: You’d be dying to press it. The use of harmless reverse psychology here is playful, which is very much in keeping with Huemor’s brand voice.

How to Replicate this CTA

If your brand is more playful or in the creative industry, you can use that to your advantange in a CTA using gamification or reverse psychology like Huemor’s example.

19. Brooks Running

CTA: Find out when we have more

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How many times have you hotly pursued a product you love, only to discover it’s sold out? Well, as you might know, it’s no picnic for the seller either. But just because you’ve run out of an item doesn’t mean you should stop promoting it.

Brooks Running uses a clever call to action to ensure their customers don’t bounce from their website just because their favorite shoe is out of stock. In the screenshot above, you can see Brooks touting an awesome-looking shoe with the CTA, “Find out when we have more.” I love how this button turns bad news into an opportunity to retain customers. Without it, Brooks’ customers would likely forget about the shoe and look elsewhere.

When you click on the blue CTA button depicted below, Brooks directs you to a page with a simple code you can text the company. This code prompts Brooks to automatically alert the visitor when the shoe they want is available again.

How to Replicate this CTA

For ecommerce businesses, sending customers to a page that states the item is out of stock can be a turn off for customers and cause them to bounce. Consider adding a CTA that says “notify me when restocked,” or “find out when we have more” to keep them engaged and gain their email information.

20. Humboldt County

CTA: Follow the Magic

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Humboldt County’s website is gorgeous on its own: It greets you with a full-screen video of shockingly beautiful footage. But what I really love is the unconventional call-to-action button placed in the bottom center, which features a bunny icon and the words “Follow the Magic.”

It enhances the sort of fantastical feel of the footage, making you feel like you’re about to step into a fairytale.

What’s more, once you click into that CTA, the website turns into a sort of choose-your-own-adventure game, which is a fun call-to-action path for users and encourages them to spend more time on the site.

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How to Replicate this CTA

Great for travel companies and creative firms, CTAs like Humbolt’s lure reader in. If your brand has some creative leeway, use it. You could try a phrase like “find your next adventure,” or “plan your trip.”

21. Uber

CTA: Sign up to drive | Start riding with Uber

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Uber’s looking for two, very distinct types of people to sign up on their website: riders and drivers. Both personas are looking for totally different things, and yet, the website ties them together really well with the large video playing in the background showing Uber riders and drivers having a good time in locations all over the world.

I love the copy of the driver CTA at the top, too: It doesn’t get much more straightforward than, “Make money driving your car.” Now that’s speaking people’s language.

How to Replicate this CTA

Targeting two types of customers? You can create CTAs for each of their personas similarly to Uber.

22. Spotify

CTA: Go Premium | Play Free

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As soon as you reach Spotify’s homepage, it’s pretty clear that their main goal is to attract customers who are willing to pay for a premium account, while the CTA for users to sign up for free is very much secondary.

It’s not just the headline that gives this away; it’s also the coloring of their CTA buttons. The “Go Premium” CTA is lime green, making it pop off the page, while the “Play Free” CTA is plain white and blends in with the rest of the copy on the page. This contrast ensures that visitors are drawn to the premium CTA.

How to Replicate this CTA

If you offer both a paid and free version of a service, consider using two separate CTAs, choosing a color that pops for the paid option versus something more understated for the free version.

23. Ugmonk

CTA: Send me the coupons | I’m not interested

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Exit CTAs, also known as exit intent pop-ups, are different than normal pop-ups. They detect your users’ behavior and only appear when it seems as though they’re about to leave your site. By intervening in a timely way, these pop-ups serve as a fantastic way of getting your reader’s attention while offering them a reason to stay.

Ugmonk has a great exit CTA, offering two options for users as a final plea before they leave the site. First, they offer a 15% discount on their products, followed by two options: “Yes Please: Send me the coupon” and “No Thanks: I’m not interested.” It’s super helpful that each CTA clarifies what “Yes” and “No” actually mean, and I also like that they didn’t use guilt-tripping language like “No Thanks: I hate nature” like I’ve seen on other websites. Finally, notice that the “Yes Please” button is much brighter and inviting in color than the other option.

How to Replicate this CTA

Exit intent CTAs are extremely useful for ecommerce. You can offer a discount on services or something else of value to entice visitors to convert.

24. Pinterest

CTA: Continue with Facebook | Sign Up

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Want to sign up for Pinterest? You have a couple of options: sign up via Facebook or via email. If you have a Facebook account, Pinterest wants you to do that first. How do I know? Aesthetically, I know because the blue Facebook CTA comes first and is much more prominent, colorful, and recognizable due to the branded logo and color. Logically, I know because if you log in through Facebook, Pinterest can pull in Facebook’s API data and get more information about you than if you log in through your email address.

Although this homepage is optimized to bring in new members, you’ll notice a very subtle CTA for folks with Pinterest accounts to log in on the top right.

How to Replicate this CTA

Allow users to sign up with Facebook or Google in your CTA. This saves visitors time signing up and you’ll be able to gain more information about them.

25. Madewell

CTA: Take me there | What’s next?

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Madewell (owned by J.Crew) has always had standout website design, taking what could be a typical ecommerce website to the next level. Their use of CTAs on their homepage is no exception.

When you first arrive on the page, you’re greeted with the headline “I’m Looking For …” followed by a category, like “Clothes That’ll Travel Anywhere.” Below this copy are two options: “Yes, Take Me There” or “Hmm… What’s Next?” The user can choose between the two CTAs to either browse clothes that are good for travel, or be taken to the next type of clothing, where they can play again.

This gamification is a great way to make your site more interesting for users who come across it without having a specific idea of where they want to look.

How to Replicate this CTA

Use gamification in your CTA to persuade visitors to explore your site further. They may not know specifically what they are looking for or how your company can help. Creating fun prompts can help visitors find what they are looking for.

26. Instagram

CTA: Download on the App Store | Get it on Google Play

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Since Instagram is a mainly mobile app, you’ll see two black CTAs of equal size: one to download Instagram in Apple’s App Store, and another to download it on Google Play. The reason these CTAs are of equal caliber is because it doesn’t matter if someone downloads the app in the App Store or on Google Play … a download is a download, which is exactly what Instagram is optimizing for. If you already have Instagram, you can also click the CTA to “Log In” if you’d prefer that option, too.

How to Replicate this CTA

If you have an app, consider adding a CTA for each platform visitors can download it from. This remove friction and makes it easier for visitors to download your app without having to search.

27. Barkbox

CTA: Get Started | Give a Gift

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The two CTAs on Barkbox’s homepage show that the team there knows their customers: While many people visiting their site are signing up for themselves, there are a lot of people out there who want to give Barkbox as a gift. To give those people an easy path to purchase, there are two, equally sized CTAs on the page: “Get Started” and “Give a Gift.”

As an added bonus, there’s an adorable, pop-up call-to-action on the right-hand side of the screen prompting users to leave a message if they’d like. Click into it, and a small dialogue box pops up that reads, “Woof! I’m afraid our pack is not online. Please leave us a message and we’ll bark at you as soon as pawsible.” Talk about delightful copy.

How to Replicate this CTA

Similar to Uber, you can use multiple CTAs to serve different audiences. Play with language and come up with phrases that work best for your brand voice.

28. t.c. pharma

CTA: Find out more | View products

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Turns out Red Bull isn’t its own parent company: It’s owned by Thailand-based t.c. pharma, a company that makes popular energy drinks, electrolyte beverages, and functional drinks and snacks.

Its homepage features two call-to-action buttons of equal size: “Find out more” and “View products” — but it’s clear by the bright yellow color of the first button that they’d rather direct folks to “Find out more.”

How to Replicate this CTA

Use color to persuade visitors to take a desired action. If you have a preferred button that you’d like people to click, make it the more prominent of the two.

29. General Assembly

CTA: View Full-Time Courses | Subscribe

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As you scroll through the General Assembly website, you’ll see CTAs for various courses you may or may not want to sign up for. I’d like to point your attention to the CTA that slides in from the bottom of the page as you’re scrolling, though, which suggests that you subscribe to email updates.

Although this feels like a secondary CTA due to its location and manner, I actually think they try to sneak this in to become more of a primary CTA because it’s so much more colorful and noticeable than the CTAs for individual classes.

How to Replicate this CTA

When you create your own CTAs, try using bolder colors — even ones that clash with your regular stylings — to see if it’s effective at getting people’s attention. (Click here for a tutorial on how to add slide-in CTAs to your webpages.)

30. charity: water

CTA: Give by Credit Card | Give by PayPal

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Charity: water’s main goal is to get people to donate money for clean water — but they can’t assume that everyone wants to pay the same way.

The CTAs featured on their homepage take a really unique approach to offering up different payment methods by pre-filling $60 into a single line form and including two equally important CTAs to pay via credit card or PayPal. Notice how both CTAs are the same size and design — this is because charity: water likely doesn’t care how you donate, as long as you’re donating.

How to Replicate this CTA

For payment CTAs, consider giving visitors options for how to pay. What matters most is that they make the purchase.

31. Hipmunk

CTA: Flights | Hotels | Cars | Packages

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When you land on the Hipmunk site, your main option is to search flights. But notice there are four tabs you can flip through: flights, hotels, cars, and packages.

When you click into one of these options, the form changes so you can fill out more information. To be 100% sure you know what you’re searching for, Hipmunk placed a bright orange CTA at the far right-hand side of the form. On this CTA, you’ll see a recognizable icon of a plane next to the word “Search,” so you know for sure that you’re searching for flights, not hotels. When you’re on the hotels tab, that icon changes to a hotel icon. Same goes with cars and packages.

How to Replicate this CTA

Use icons to provide further explanation of your CTA to users.

32. MakeMyPersona

CTA: Grab the template! | No thanks

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Here’s another example of a great pop-up with multiple calls-to-action — except in this case, you’ll notice the size, color, and design of the users’ two options are very different from one another. In this case, the folks at MakeMyPersona are making the “Grab the template!” CTA much more attractive and clickable than the “No, I’m OK for now, thanks” CTA — which doesn’t even look like a clickable button.

I also like how the “no” option uses polite language. I find brands that don’t guilt-trip users who don’t want to take action to be much, much more lovable.

How to Replicate this CTA

Being friendly shouldn’t just be for getting visitors to take the desired action. Using friendly language is just as important in CTAs for those who would like to opt out. Consider using a phrase like “no thanks” or something similar to what MakeMyPersona used to keep it cordial even if customers aren’t ready to make a purchase yet.

33. TeuxDeux

CTA: Get Started for Free | Try for Free

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Another example of simplistic design, TeuxDeux’s main website features one phrase and two CTA buttons.

That’s it.

Using the company’s colors, the background is just a splash of red and some black.

The CTA buttons stand out against the color and emphasize that you can try the product for free.

I like these CTAs because they show that the company understands its audience. Whenever I’m researching to-do list apps, I always want to try it before I buy it. It’s something that people are very particular about and want to test-drive. TeuxDeux’s CTAs shows that they understand this about their audience.

How to Replicate this CTA

Know your audience and allow them to test drive your service. Tap into their needs and interests and include them in a CTA to help them navigate to what they need faster, risk-free. It could be something like “get started for free,” “download templates for free,” or “try for free.”

34. Betabrand

CTA: Get involved

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Betabrand is a clothing company that sells yoga/dress pants for women. Usually, clothing brands tend to use similar CTAs such as “Shop Now.”

However, Betabrand’s homepage CTA is unique in that it involves the audience. Here, users can vote and impact the design of new products.

This is a fun way to get the audience involved and do something different.

How to Replicate this CTA

Encourage visitor participation by using a voting or survey type CTA when appropriate. It helps customers develop a personal relationship to the brand because they are contributing to the decision making process.

35. Fabletics

CTA: Limited Edition

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This Fabletics CTA uses several marketing tactics: scarcity and a holiday.

On the homepage, the brand announces a limited edition collection that’s tied to a holiday (Mother’s Day).

Additionally, the CTA uses a bright color so the CTA stands out on the simple homepage.

How to Replicate this CTA

Combine CTA types when it makes sense. For example you could use scarcity with a limited time only promotion for a grand opening, holiday, or to celebrate a new product launch.

36. Ashley Stewart

CTA: Shop the Lookbook

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Ashley Stewart is a clothing brand catered to plus-sized women. In this CTA, the company uses a fun design to entice website visitors. The entire collage of images looks like a behind-the-scenes camera roll, which is interesting to look at.

Additionally, the CTA copy is straight to the point, which is helpful for visitors who are looking to browse.

How to Replicate this CTA

Sometimes short and sweet is the best approach. Use your CTAs to get to the point and get visitors what they want. You could use something like “shop this look,” or “download the guide now.”

37. Amazon Music

CTA: 3 months free

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This is a great example of several of the elements we’ve talked about in one CTA.

Amazon uses two strategically placed CTAs, colorful, yet simple design, and offers the product for free.

With this CTA, Amazon is promoting one of its own products and services on its homepage instead of other products listed for sale on the site.

The only message they want to get across? That you can try their product, Amazon Music, for free for three whole months. This CTA accomplishes that goal with a simple design.

How to Replicate this CTA

Offering a free trial? Make it known by using a prominent CTA that pops and eliminating unnecessary features that clutter the landing page.

38. Barnes and Noble

CTA: Shop Now

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Barnes and Noble uses a simple CTA to entice visitors to shop a limited collection during the Mother’s Day holiday.

I like this CTA because the landing page design is so cohesive with the branding of the overall company.

Additionally, the graphics and the fonts are all interesting and match the brand’s messaging.

How to Replicate this CTA

Create a cohesive look that appeals to your audience and aligns with your brand voice. Play with fonts and colors that compliment each other and are pleasing to the eye. Keep the CTA simple with a “shop now,” or “download now” button.

39. Slack

CTA: Learn More | Contact Us

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Slack uses beautiful, simple design on its homepage to entice visitors to click on one of the two CTA buttons.

I like this example because Slack has two CTA buttons for two different audiences. If you’re just getting started in your research, you can click “Learn More.” However, if you’re a repeat visitor and know that you want to talk to a sales person, you can click “Contact Us.”

This is a great example of serving two audiences with your CTAs on your homepage.

How to Replicate this CTA

Serve two audiences with separate CTAs on the same landing page. You can make them distinct using color to contrast the two buttons or draw more attention to the desired choice.

40. Nintendo

CTA: Compare Features

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On Nintendo’s website, the company is focused on answering any questions a visitor might have.

In fact, one of the main CTAs is “Compare Features.” With this CTA, Nintendo answers one of their most popular questions because they understand that many visitors are still doing their research before purchasing a product.

How to Replicate this CTA

Have multiple pricing or feature options? Consider using a CTA that helps users compare their choices so they can make a more informed decision.

Create Your Own CTAs

There you have it. Now you can see just how important a few small CTA tweaks can be. Take inspiration from the examples above and create CTAs that convert.

Full Disclosure: We don’t have data to know if these are all scientifically successful, but these examples all follow our best practices. If you decide to recreate these CTAs on your site, please remember to test to see if they work for your audience.

Editor’s note: This post was originally published in June 2014 and has been updated for comprehensiveness.