Categories B2B

The Top 3 Challenges Regional Marketing Models Create for Global Businesses

Starbucks recently shifted from a global to a regional marketing structure. Kieran and I believe this is the worst thing you can do to your marketing strategy, resulting in significant, long-term business consequences.

Starbucks’ new CEO, Brady Brewer, recently announced a shift from a global marketing approach to a regional, decentralized model. As part of the change, Brewer is eliminating the role of a global CMO and will instead have regionally divided marketing teams with regional CMOs.

While this may seem like a strategic move to tailor marketing efforts to local nuances — Brewer was previously Starbucks’ CMO, after all — we believe this is the single biggest mistake a marketing leader can make.

Download Now: The Global Marketing Playbook [Free Guide]

As discussed in the latest Marketing Against the Grain Podcast, we dive into the biggest challenges that regional marketing models create for global businesses.

We also touch on the lessons learned by companies like Uber and HubSpot, which have tried this structural change, and steps to build your own global marketing strategy.

Regional Marketing Model Challenges

1. Inefficiency and Misaligned Competition

One of the core challenges of a regional marketing model is that it generates significant inefficiency and counterproductive competition.

For example, when teams operate independently, they often (unknowingly) duplicate efforts, creating similar campaigns from scratch instead of optimizing and scaling successful strategies globally. This not only wastes valuable resources but also leads to inconsistent execution.

Additionally, having multiple CMOs can incentivize teams to compete over the same resources, goals, and budgets. Each CMO wants to make their region seem ‘special’ and ‘different,’ resulting in what Kieran describes as “kingdom making.”

This phenomenon shifts the team’s focus from collaboration and unified strategy to internal rivalry, ultimately diminishing the overall impact of marketing initiatives and reducing efficiency across the organization.

2. Inconsistent Brand Messaging

A second challenge with regional marketing approaches is that it becomes increasingly difficult to maintain a consistent global brand experience.

Why? Because regional CMOs will all try to put their personal spin on it.

While regional teams might be better equipped to understand local nuances, the lack of a centralized strategy leads to conflicting and often confusing brand messaging across different markets.

Overall, we believe that a good idea is a good idea everywhere. What we mean by this is that the world is much more the same than you think — and is becoming increasingly so.

“In nearly all of my experience,” says Kieran, “more than 80% of a marketing strategy can be copied across most regions with a couple of exceptions. Plus, technology will continue to make the world smaller and smaller, highlighting the need for a unified approach.”

3. Fragmented Knowledge & Expertise

A third challenge that regional marketing models create is the fragmentation of technical knowledge and expertise.

Today’s marketing requires a deep and thorough understanding of algorithms, storytelling techniques, and emerging technology like artificial intelligence (AI).

By decentralizing marketing teams, however, businesses dilute this information-sharing across regions and create rigid knowledge silos that impede learning and innovation.

This also leads to inefficient capital allocation, as different regions may not have the same access to talent and resources, resulting in uneven performance and a mismatch of knowledge and skills across the organization.

Uber experienced this first-hand a few years ago, finding that regional teams struggled to efficiently leverage the full potential of the company’s centralized knowledge. As a result, they laid off over 400 marketers and had to completely rethink their marketing strategy.

Step-by-Step: How to Build a Global Marketing Strategy

Building a global marketing strategy can feel like a huge, overwhelming task — but with the right approach, it can lead to significant growth and success.

To get started on creating your own Global Marketing Strategy, download our Global Marketing Playbook and follow the steps below.

1. Prepare to go global.

Start by determining if your company has the mindset and resources — personnel, tools, language education, and budget — to approach an international expansion effectively.

For example, conduct a readiness assessment to gauge if your team is equipped for global challenges. As we discussed on the podcast, “If your product or service is highly niche, there might not be a reason to go global.”

2. Map out your international strategy.

Create a global marketing strategy that aligns with your business priorities. This involves developing relevant content, aligning global initiatives, and engaging executive champions to support your efforts. For instance, use analytics to define your target markets and set clear KPIs for each region.

3. Plan, plan, plan.

Efficient planning is critical to the success of your global strategy. This includes mapping out objectives, identifying stakeholders, and setting up processes for content creation and distribution. You might create content calendars and workflows tailored to each market.

4. Assemble a dedicated team.

Build a global marketing team that understands the nuances of each target market. This includes hiring local talent and partnering with local agencies and experts. For example, consider engaging local contractors and translation providers to support your regional campaigns.

5. Establish scalable processes.

Create scalable processes for content creation, translation, and localization — and then regularly check in with these processes to ensure efficiency and consistency. You may also organize a formal content audit to streamline content management and make sure all teams follow standardized procedures.

6. Prioritize localization.

Understand the difference between translation, localization, and transcreation.

Also, make sure to tailor your content to meet the cultural and linguistic needs of each target market.

As examined in the guide: expanding your business is far more than just finding a few people to hire that speak a different language. Try using real-time analytics to refine your localization strategy and choose high-quality vendors for accurate translations and a thorough understanding of your audience.

7. Choose the right technologies.

Select technologies that support your global marketing efforts, including tools for project management, content creation, analytics, and communication. Perform a global technology audit to identify necessary tools and ensure your team is trained to use them effectively.

For an in-depth analysis on global and regional marketing, check out the full episode of Marketing Against the Grain below:

This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.

global marketing ideas

Categories B2B

How to Do an Inclusive Website and Social Media Audit to Improve Conversions

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

This piece is in collaboration with Breaking the Blueprint, a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs.

I’ve been an inclusive marketing strategist and consultant for the last seven years. I’m also a consumer with several identities that are part of underrepresented and underserved communities.

And I can’t tell you the number of times I’ve been on brand websites and social channels exploring whether or not I should buy something, only to decide “this brand isn’t for me” based upon something I saw or didn’t see.

Download Now: Free Website Accessibility Checklist

Once, I was sitting with my credit card in hand while clicking through to a brand’s Instagram account from a sponsored post, only to quickly put my card away because I didn’t see anyone in the imagery that looked like me.

Unfortunately, experiences like that aren’t unique to me.

Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities.

Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions.

The Starting Point for An Inclusive Marketing Audit

Get clear about the customers you want to serve.

Over the years, as I’ve chatted with and trained marketers about inclusive marketing, one thing that has popped up repeatedly is the notion of feeling like you have to serve everyone.

However, that’s a myth.

Inclusive marketing isn’t about serving everyone. While that would be fantastic, most brands lack the resources to do so effectively.

Inclusive marketing starts with acknowledging the many ways consumers are different and intentionally choosing which identities of your ideal customers you want to feel like they belong with your brand.

In this episode of the Inclusion & Marketing podcast, I discussed the concept of not feeling obligated to serve everyone in great detail.

You should only assess the experiences you deliver for the specific audiences you’ve decided to reach.

But herein lies the crux of the issue. One of the most common areas where brands get thrown off with their inclusive marketing efforts is by not having a sufficient degree of specificity regarding the ideal customer they are trying to reach.

So, if you’ve defined your audience as “working moms with an active lifestyle,” it’s essential to be precise. Does that include:

  • Asian moms
  • Single moms
  • Muslim moms
  • Moms with disabilities
  • Queer moms
  • Moms with kinky hair
  • Older moms

If you haven’t been clear about the specific identities you want to include, it becomes very easy to exclude moms from underrepresented and underserved communities from your planning for various elements of your marketing.

As a result, your ideal consumers from these groups won’t convert to customers if they feel you haven’t considered them with the products, services, and experiences you deliver on your website and social channels.

Where To Focus Your Inclusive Website & Social Media Audits

There are plenty of areas throughout your brand’s customer experience that you can evaluate through an inclusive lens. Focus on these core areas as a starting point to improve your conversions.

1. Representation

Representation matters. We know this. One research study I conducted showed that 74% of consumers say representation in marketing is important to them. That same study showed that three out of four consumers say they buy from and engage with brands that have adequately represented them.Brand representation graphic

When I educate on this topic, I like to remind marketers that people need to see themselves and who they aspire to be reflected in their brand’s visual imagery.

Seeing themselves represented is like a permission slip to take the next step forward with you, which increases your conversions. When they don’t see themselves, it causes unnecessary friction that often causes them to disengage with a brand.

When I’m conducting inclusive website and social media audits, representation is one of the key areas where many brands fall short.

I landed on Audible’s Instagram account recently due to some influencer promos they did, and I was super impressed with the representation. The nature of their product offering naturally speaks to a broad diversity of people. When you look at the brand’s grid, the people featured reflect a range of identities.

Audible Instagram

Audible even found a way to represent different identities in their Instagram Stories.

Caribbean Heritage Month story

Here are some critical areas to evaluate to ensure you have adequate representation of the people you’ve chosen to serve on your website and social media:

  • Customer testimonials
  • Featured experts
  • Your team
  • Influencers
  • Power dynamics
  • Photography (both custom and stock)

This video explains more in detail what you need to be on the lookout for with power dynamics.

In this episode of the Inclusion & Marketing podcast, I covered key considerations when searching for inclusive stock photography.

2. Accessibility

I’ve included accessibility on this list as something to check — whether or not your brand has intentionally chosen to serve people with disabilities.

Some government entities have mandated certain accessibility requirements for brands on their websites. One case in the U.S. landed on the Supreme Court’s desk after a visually impaired man tried to order a pizza on Domino’s website and app but couldn’t because they weren’t compatible with screen readers.

Ultimately, the courts ruled Domino’s needed to make its website accessible.

Inclusive marketing drives business results, and there are plenty of great reasons to represent people with disabilities in your marketing (besides mandates).

The good news is that there are plenty of resources, including HubSpot’s website accessibility checklist, to help you ensure your website is accessible.

When it comes to social media, here are a few things to check from an accessibility perspective:

  • Captions on videos
  • Alt text usage
  • Use Camel Case or Pascal Case in your hashtags
  • Image descriptions
  • Usage of emojis

I’m super thankful someone on LinkedIn slid into my DMs to educate me on my inaccessible use of hashtags. Once I learned how to do it correctly, I made this quick video to share the knowledge with others.

3. Brand Values

Many research studies reveal that consumers want to buy from brands that share or reflect their values. The HubSpot Consumer Trends Study showed that 82% of consumers feel this way.

Since consumers increasingly care about brand values, it is more important than ever for brands to evaluate how well they are doing at both communicating and living their values.

Many brands struggle with this. A while back, I audited several websites for eCommerce brands, and my feedback for all of them was that they needed to find a way to highlight their values.

While most brands don’t mention their values on their websites or social media, I’ve also found that the small percentage of brands that do often have them buried somewhere in the footer or under some vague name, making them difficult for consumers to find.

Both ice cream maker Ben & Jerry’s and retailer Patagonia do a stellar job of communicating their values on their website and social media channels.

Patagonia Instagram

Ben & Jerry's Instagram

Ben & Jerry’s brand values are also featured prominently on its website.

Ben & Jerry's brand values

As you’re doing your inclusive marketing audits, review these key areas related to your values:

  • Communication on website and social media
  • Ease of finding values-based content
  • Examples of living your brand values integrated into your content

4. Language

The words we use matter.

That’s why, in 2021, Unilever decided to remove the word “normal” from packaging and advertisements for its personal care products. After conducting a global study of more than 10,000 people, they found that 7 out of 10 people felt the word had a negative impact on consumers.

It is important to take great care with the words you use to ensure they draw the people you want to serve closer to you rather than pushing them away.

When auditing your website and social media, I recommend evaluating the words you’re using for:

  • Appropriation
  • Harmful meaning and connotation
  • The reach, context, and meaning of pop culture references
  • Gendered language
  • Ableist language
  • Stereotypes

This video explains more of the details about what to be on the lookout for with pop culture references.

This episode of the Inclusion & Marketing podcast discusses how to ensure that the language you use in your brand’s messaging is inclusive.

It’s Time To Improve Your Conversions

When working towards a goal, it’s useful to assess how you’re performing today so you can identify areas of opportunity to improve your results.

It’s no different when marketing to an increasingly diverse customer base.

Evaluate how the customer experience you’re currently delivering on your website and social media channels measures up to attract and convert more of the customers you want to serve.

As you start implementing changes that make more of the people you want to serve feel like they belong with your brand, you’ll be poised to increase your conversions.

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Categories B2B

What Are Good Weaknesses to Say in an Interview That Aren’t “I’m a Perfectionist”?

I’ve been told countless times that the hardest part about getting a job at my dream company (Nickelodeon — spoiler alert, I got it!) is getting my foot in the door.

I wrote and submitted the perfect resume and tried my best to make a lasting impression during the phone screen. The final step was winning over my hiring manager in the face-to-face interview.

Free Guide: 50 Common Interview Questions [Download Now]

In my interview prep, I practiced answering many common interview questions, including “What is your greatest weakness?” This question never fails to trip me up, as it often feels like a trick or test. I’m trying to sell myself at the highest caliber, and you want me to say what’s wrong with me?

The key is finding the perfect balance between being able to admit that no one is perfect and not listing weaknesses that would prevent you from succeeding at the role. Here, I’ve cultivated some incredible answers to “What is your greatest weakness?” — and don‘t worry, these answers aren’t, “I’m a perfectionist.”

Table of Contents

What Are Good Weaknesses to Say in an Interview?

Interviewers who ask, “What is your greatest weakness?” want to know how honest and self-aware you are.

They also seek evidence that you have a drive to improve upon your weaknesses. When I think about the most common shortcomings people in my field experience, I ask myself:

  • What are my weaknesses?
  • How did I notice this weakness in myself?
  • How did I react to that realization?
  • What steps am I taking to notice that habit in the moment?
  • What am I doing to change this behavior?

The best answers to this question sincerely explain a weakness and provide an example of how you are actively working to improve. If you’re not sure where to start, check out this list of typical interview weaknesses:

Common Interview Weaknesses

Organizational Weaknesses:

  • Struggling with time management.
  • Managing missed deadlines.
  • Not being able to prioritize multiple tasks at a time.
  • Delaying tasks unnecessarily.

Quality of Work Weaknesses:

  • Having limited experience in a specific skill or specialization.
  • Having trouble adapting to new processes or technologies.
  • Striving for perfection.
  • Finding it hard to let go of projects.

Interpersonal Weaknesses:

  • Issues communicating with colleagues of higher titles.
  • Difficulty working with different personalities.
  • Difficulty delegating tasks.
  • Challenges asking for help.

Personal Growth Weaknesses:

  • Balancing work and personal life.
  • Struggling to say “no.”
  • Being hesitant to speak up or advocate for yourself.
  • Lacking self-assurance.
  • Avoiding taking responsibility for mistakes.
  • Being late occasionally.

Pro tip: I always try to tailor my weaknesses to the role at hand. I think about the job requirements and the types of answers that would make hiring managers want to work with me, then choose the most honest answer to the question that won’t make the hiring manager question my fit for the role.

I spoke with Nehal Patel, the director of research technology and innovation and hiring manager at Smith & Nephew.

He agreed, saying, “Good areas to point to for this question are organizational skills that can improve as new tools become available, or interpersonal skills that can continuously advance as you work with new people with different styles.”

Here are some strong examples of how to answer “What is your greatest weakness?” and why they work.

1. “I have difficulty working with others.”

Sample Answer:

“I can struggle when working with a team — I am incredibly self-sufficient, so it’s difficult to rely on others to complete my work. That’s why I’ve pursued roles that require someone to work independently. However, I’ve also worked to improve this weakness by enrolling in team-building workshops. While I typically work independently, I must learn to trust my coworkers and ask for outside help when necessary.”

This answer works because the weakness — the inability to work well with a team — doesn‘t hinder your ability to perform well in the role, since it’s a job that doesn’t rely on teamwork to succeed. Additionally, you display an eagerness to develop strategies to combat your weakness, which is a critical workplace skill.

Related Resources:

2. “I can be disorganized.”

Sample Answer:

“I struggle with organization. While it has yet to impact my performance, I’ve noticed my messy desk and cluttered inbox interfere with my efficiency. Over time, I’ve learned to set aside time to organize my physical and digital space, and I’ve seen it improve my efficiency levels throughout the week.”

I am the biggest culprit of a messy workspace with half-empty coffee mugs, coiled charger and headphone cords, and long-finished lunches that need to be thrown out.

This answer works because it‘s a relatable and fixable weakness. You note that disorganization doesn’t interfere with your ability to do your job, which is critical, but you also acknowledge it might make you less efficient.

To ensure you‘re performing at 100%, you mention personal steps you’ve taken to improve your organization skills for the sake of self-improvement alone, which suggests a level of maturity and self-awareness.

Related Resources:

Graphic of 12 best weaknesses to share with an interviewer

3. “I have trouble delegating work.”

Sample Answer:

“I sometimes find it difficult to delegate responsibility when I can finish the task well myself. However, when I became manager in my last role, it became imperative I learn to delegate tasks to ease some of the work off of my plate while allowing my direct reports to take on more responsibility. To maintain a sense of control when delegating tasks, I implemented a project management system to oversee the progress of a project. This system enabled me to improve my ability to delegate efficiently.”

This answer allows you to demonstrate an ability to pursue a new skill when a role calls for it and suggests you’re capable of flexibility, which is critical for long-term growth.

Additionally, you showcase a level of initiative and leadership when you mention the successful implementation of a new process that enabled you to succeed in your past role, despite your weakness.

Related Resources:

4. “I’m timid when providing feedback.”

Sample Answer:

“Often, I can be timid when providing constructive feedback to coworkers or managers, out of fear of hurting someone’s feelings. However, in my last role, my coworker asked me to edit some of his pieces and provide feedback for areas of improvement. Through my experience with him, I realized feedback can be helpful and kind when delivered correctly. Since then, I’ve become better at offering feedback and realized I can use empathy to provide thoughtful, productive feedback.”

While interning at the HubSpot Blog, I copyedited guest writers’ posts. I always wondered why I, a college student, had the right to provide detailed feedback to a professional writer.

With time, I’ve learned that constructive feedback is always beneficial to people when presented respectfully, regardless of their level or experience.

This answer works because you’ve explained how you could turn a weakness into a strength through real-world experience. Typically, timidity can be seen as a flaw in the workplace, particularly if a role requires someone to give feedback to others.

In this case, you can show how timidity can be used as a strength, through thoughtful reflection and practice.

Related Resources:

5. “I can come across as too blunt.”

Sample Answer:

“My blunt, straightforward nature has allowed me to succeed over the years as a team manager, because I can get things done efficiently, and people often appreciate my honesty. However, I’ve recognized my bluntness doesn’t always serve my employees well when delivering feedback. To combat this, I’ve worked to develop empathy and deeper relationships with those I manage. Additionally, I took an online leadership management course, and worked with the professor to develop my ability to deliver feedback.”

Facets of our personalities can help us in certain areas of our work while hindering us in others. That’s natural. However, you must demonstrate an ability to recognize when your personality interferes with the functions of your role, and how you can solve for that.

In this example, you first explain how your blunt nature allows you to be successful in certain situations. Then, you mention that you understand your bluntness can be seen as a lack of empathy and provide examples of how you’ve attempted to solve this issue.

Ultimately, your awareness of how others might perceive you shows emotional intelligence, a crucial asset for a team leader.

Related Resources:

6. “I fear public speaking.”

Sample Answer:

“Public speaking makes me nervous. While I don‘t need to do much public speaking as a web designer, I still feel that it’s an important skill — especially when I want to offer my opinion during a meeting. To combat this, I spoke with my manager and she recommended I speak at each team meeting for a few minutes about our project timeline, deadlines, and goals when developing a website for a client. This practice has enabled me to relax and see public speaking as an opportunity to help my team members do their jobs effectively.”

In this example, you mention qualities that don’t apply to the role, but which you nonetheless have been working to improve. This shows your desire to meet more business needs than necessary in your current role, which is admirable.

Additionally, it‘s impressive if you can show you’re willing to contact your manager with areas you want to improve, instead of waiting for your manager to suggest those areas of improvement first. It shows a high level of professional ambition.

Related Resources:

7. “I struggle with analyzing data.”

Sample Answer:

“I’m not great at analyzing data or numbers. However, I recognize this flaw can prevent me from understanding how my content performs online. In my last role, I set up monthly meetings with the SEO manager to discuss analytics and how our posts were performing. Additionally, I received my Google Analytics certificate, and I make it a point to analyze data related to our blog regularly. I’ve become much more comfortable analyzing data through these efforts.”

As someone creative-minded, I also struggle with the data side of my work. How marketing campaigns perform and how to incorporate those results when building the strategy for future campaigns is an important part of my job, even though there are teams who specifically handle that data.

In this example, you can show your desire to go above and beyond a job description and actively seek out skills that could be helpful to the success of your company as a whole.

This type of company-first mentality shows the interviewer you’re dedicated to making yourself a valuable asset and trying your best to understand the needs of the whole department, rather than just your role.

Related Resources:

8. “I am indecisive.”

Sample Answer:

“Sometimes I struggle with ambiguity and making decisions when directions aren’t clear. I come from a work environment that always gave clear and direct instructions. I had such a strong team and leadership that I haven’t had much practice making decisions in the heat of the moment. I’m working on this by leaning more into my experience and practicing listening to my gut.”

This job interview answer works because you demonstrate that you can both follow a leader and sharpen your leadership skills.

It‘s all right not to know what to do in the moment. Admitting that you relied on strong leadership shows that you can be a follower when needed, but knowing when to step up is important, too. With this answer, you show that you’ll step up if a situation calls for decisiveness.

Related Resources:

9. “I am a harsh self-critic.”

Sample Answer:

“My inner critic can be debilitating at times. I take pride in producing good work, but I don’t always feel satisfied with it, which has led to burnout. However, I’ve started pushing back against this inner voice by caring for myself before and after work. I’m also learning to recognize when my inner critic is right and when I need to dismiss it.”

Your interviewer can likely relate to this weakness; we all have harsh inner critics (mine often leaves me spiraling after sending any mildly assertive email or Slack).

It‘s also effective because 1) It shows that you’re willing to work on your weaknesses outside of work, not just during business hours, and 2) It demonstrates your inner critic may have valid points.

Discerning when to dismiss your inner critic is key to preventing burnout and increasing productivity. Realizing how it may inhibit a good work ethic shows your willingness to grow and be an effective worker.

Related Resources:

10. “I have a micro-management style.”

Sample Answer:

“I used to work in industries where I had to cultivate a solid work ethic in my employees. This training style has been so ingrained in me that I still need to distinguish who may need that coaching and who does not. I‘ve been reading books on effective delegation and team building to work on this shortcoming. One technique that works for me is reassuring myself that if I establish clear expectations, my team will heed them. I’ve also learned to trust my team members more.”

This answer works best if you’ve been in a leadership position before and are applying for a managerial role. However, you can still use this example for past experiences where you did have to show leadership.

While you may be used to running your crew or team a specific way, this answer indicates that you‘re willing to admit when your method isn’t the most effective. Showing your flexibility demonstrates your ability to grow and adapt to a new culture at a new job.

Related Resources:

11. “I sometimes chat too much at the office.”

Sample Answer:

“I enjoy developing a relationship with my coworkers by engaging in conversation, and that’s a great team-building skill. However, I habitually carry on a conversation to a point where it may distract other coworkers. I have learned since then that there are other ways to connect with my coworkers and that if I’m asking about their day, I need to keep it brief and redirect myself back to my work.”

Please stand up if you also came home with report cards in your school days stating, “[Name] is a great student, but talks too much in class,” and somehow still have that issue as an adult!

This answer works because it shows awareness of how your talkative tendencies may be distracting in the workplace. It takes a lot of courage to admit that. It also shows you are willing to develop a relationship with coworkers but not at the cost of productivity.

That’s what sets us apart from our innocent, talkative childhood selves.

Related Resources:

12. “I have trouble maintaining work-life balance.”

Sample Answer:

“I‘ve struggled with work-life balance, especially after I started working remotely during the pandemic. This increased my stress levels to the point where my productivity was at an all-time low, and I didn’t bring my best self to work. Because I want to continue working remotely, I‘ve added better structure to my day and instituted a sharp start and end time. I’ve already seen improvements in my levels of focus during work hours.”

At first, this might seem like a “strength” weakness — pouring yourself into work is great, right? That means you love your job. But it’s not so great if it impacts your productivity and your relationships with coworkers.

This answer works because it doesn‘t mean, “I work so much that my home life suffers.” It implies, “I work a lot to the point of burnout, and I’ve realized that I need to structure my day better.”

If you‘ve struggled with work-life balance issues, it’s important to state how you’re restoring that balance and how it has impacted your work.

Related Resources:

How to Identify Your Greatest Weakness

As I’ve mentioned, your answer should be honest while not threatening your chance at getting the job offer. So, how do you choose the best weakness to cite in the interview? Here are some tips.

1. Rule out any skills that are listed in the job description.

Scan every word of the job listing to ensure the weakness isn’t included in the required skills and responsibilities.

My job description at Nickelodeon mentioned looking for a candidate who could build relationships with internal and external partners at all levels.

Since that is an essential qualification for the role, I wouldn’t have answered “What is your greatest weakness?” with “Communicating with colleagues of higher titles.” Doing so would have made me seem less competent and risked my chances of getting the job.

2. Consider weaknesses that you have overcome.

I spoke with Sneha Alagappan, the assistant director of computer science career services at the University of Chicago and a former tech recruiter.

She mentioned that “there is always a positive way to spin potential mistakes and areas of opportunity for yourself by talking about lessons you’ve learned along the way and how you have already changed your way of working moving forward.”

She added, “[For example,] if your weakness is ‘organization,’ give an example of a time when you identified your weaker organization skills and reflected that it was holding you back in some way, and how you worked to overcome that [weakness] moving forward.”

Early in my career, I struggled to prioritize my time around several tasks with different due dates.

My manager helped me develop a process that worked for me — asking the requestor about the task’s urgency and keeping track of assignment due dates in my calendar with reminders — which I still use to balance dozens of tasks at a time.

3. Find inspiration by looking through old performance reviews.

If you’re struggling with a specific weakness example, read through old self-assessments and performance reviews. These documents offer examples of your accomplishments and the areas you can improve, making them a great source of inspiration.

Depending on how long you have worked at your current company, you may be reminded of old weaknesses that you now consider strengths. This can help you craft an answer that shows your willingness to work on yourself.

Alagappan agreed, adding, “Receiving feedback from a direct manager, skip-level managers, peers, or cross-functional partners is a great way to identify your areas of opportunity.”

One of my first performance reviews at Nickelodeon mentioned I should speak up more during meetings. Since then, I have come to lead several bi-weekly and monthly meetings, which I did because of the encouragement from my manager.

How to Answer “What Are Your Greatest Weaknesses?”

1. Be honest and choose a real weakness.

The answer, “I’m a perfectionist” won‘t cut it because it’s not a real weakness. Perfectionism can never be attained — it’s a fear-based pattern that leads to short-term rewards like getting the job done early and exceeding expectations.

However, in the long term, trying to attain perfectionism leads to burnout, low-quality work, and missed deadlines. Burnout can cause a lack of energy in and out of the workplace, cynicism towards your job, and a drop in work performance — all of which a company wants to avoid.

Instead, choose a real weakness. Underneath the desire to do perfect work may lie a more authentic weakness.

Personally, I strive for perfection because I’ve typically been the youngest person on my team and want to consistently prove that I am on par with my more experienced colleagues.

That’s a real weakness that can be shared in an interview and overcome.

2. Provide an example of how you’ve worked to improve your weakness or learn a new skill to combat the issue.

Hiring managers don’t expect you to overcome your weaknesses overnight. Everyone has areas they must continuously work on to keep their skills sharp. As Patel told me, “Hiring managers are normal people with their own shortcomings, too.”

Take the example I mentioned in the previous bullet point.

Being confident amidst more experienced team members is an ongoing growth process, but I’ve taken steps to work on this weakness by practicing positive self-talk and sharing my own opinions with colleagues of a higher level so that I force myself to let my expertise shine amongst that of others.

Graphic of advice on how to answer what are your greatest weaknesses

3. Think about weaknesses in your personal life.

Humanizing yourself in the interview allows your interviewer to connect and visualize working with you in the future. It’s not just about weaknesses that pertain to the job.

In my personal life, I have trouble saying “no” to friends. My social calendar constantly gets filled with plans, even on evenings when I plan to have a quiet night in. This is a relatable weakness in both work and life.

When you demonstrate your self-awareness this way, it shows you understand that self-improvement correlates to work performance.

4. Think of where you’d like to be and what support you need to get there.

Overall, growth is a part of life. Think about people you look up to that may be related to the field that you’re in. Ask yourself what character traits those people have and what work you might need to do to get there.

I’m inspired by my manager who I believe strikes the perfect balance between self-assuredness and kindness. I aim to be equally confident in my decisions while creating an environment that respects other opinions.

I know I can achieve this by making myself known and heard in meetings, and listening to my gut even when others may think differently.

By providing an example of how you‘re working to improve your area of weakness, you’ll give the interviewer a glimpse into a few positive attributes about your awareness, including that:

  • You know how to identify and mitigate issues that come up.
  • You’ve found a helpful solution to a problem that you and perhaps others on the team face, which means you can be an immediate resource to the team.
  • You demonstrate self-awareness and an ability to take feedback from others.

More often than not, you will need to look outside of yourself to overcome a weakness. Whether you look to your supervisor, the HubSpot Blog, or a mentor for help, the act of seeking help demonstrates self-awareness and resourcefulness — two skills that are hard to teach, but valuable to learn.

Being able to say “I don’t know the answer, but I will find out” shows interviewers that you can solve problems even when the answer is not yet clear.

5. Don’t be arrogant or underestimate yourself.

The most important thing when responding to the question “What is your greatest weakness?” is to exhibit confidence in your answer. (If lack of confidence is your weakness, keep reading.) Luckily, confidence can be learned — it begins with being honest with yourself and knowing you’re being truthful in what you say.

If you‘ve identified an area of weakness and feel sure about it, let that assurance shine through in your answer. As I’ve mentioned, everyone has areas of improvement, so there’s no need to feel embarrassed about something you struggle with that you’re working to refine.

Before you start expressing a genuine weakness to your interviewer, get comfortable with the types of answers that make hiring managers want to work with you.

Take a look at the following examples and find a few that fit your personality and work style. Then, practice reciting them aloud so they come naturally to you.

5 Tips for Talking About Weaknesses in Job Interviews

Now that you know the most effective answers and best practices for choosing a weakness, it’s time for the true test: delivering the answer to the interviewer.

This doesn’t have to be panic-inducing — I like to imagine talking through this question with my best friend to eliminate some of the fear.

1. Practice your answer beforehand.

Practice does not make perfect, but it certainly makes better. While it’s not guaranteed that an interviewer will ask you about weaknesses, it’s better to be ready.

I prefer practicing interview questions like this one with friends so I can receive live feedback. But practicing aloud to yourself in a mirror can be equally effective.

It’s perfectly normal to stumble over your words or say, “That’s a great question. Can I have a moment to think?” but you may feel more confident answering the question if you’ve prepared in advance. That will also ensure your answer feels authentic — because it is!

You can follow some of the formats from our above answer examples, but feel free to adapt the wording here and there to feel most natural to you. It’s okay to improvise so long as the bones of your answer remain the same.

2. Look the interviewer in the eye and project confidence.

Since you’ve hopefully practiced several times this should come naturally, but I can’t overemphasize it: When answering “What is your weakness?” try to maintain eye contact with your interviewer during most of the answer, and project confidence while you speak.

I can relate to how difficult it is to feel secure while discussing your weaknesses. I manage this by not necessarily being confident in my weakness, but confident in my conveyance of said weakness, which proves that I prepared for the question.

Graphic of tips to answer what are your greatest weaknesses

3. Be brief and to the point.

Even though it’s a question to which the interviewer genuinely wants to hear the answer, it’s best to keep your answer short. I typically prepare a response that is between the length of thirty seconds and one minute.

Only the first statement should directly state your weakness, and the rest of the answer should be dedicated to the tools and strategies being used to overcome it.

You can also share an anecdote on what you learned from dealing with that weakness in your personal life or at work.

For instance, I might say, “I have trouble saying ‘no’ since I want to prove I am a willing and capable teammate. However, I recognize that overcommitting tasks can go awry if I can’t complete all of them with the same quality or on time.

I’ve worked on this by communicating to the requestor that I would be happy to help with the task but don’t have the bandwidth. I would ask if the task can wait a few days or weeks and, if not, offer to help find someone to tackle the project sooner.”

It’s best not to over-elaborate. State, as simply as possible, the steps you’ve taken to improve. Your interviewer likely has much more pressing job interview questions about your direct experience, and the answer to this question isn’t as critical in the overall process as we all may think.

4. Understand the interviewer’s goal.

Your interviewer’s goal is not to intimidate or scare you or create a “gotcha!” moment. They’re also not looking to disqualify you based on your answer. “What is your greatest weakness?” is a popular behavioral interview question. It’s another way for interviewers to learn your soft personal and professional attributes.

Alagappan told me, “Demonstrating to an employer that you are aware of your areas of opportunity, have developed a plan of action to remove that roadblock, and now have a proven track record of success in overcoming that weakness is a much stronger way of showing them why you would be a great asset for their business.”

Including anecdotes about previous feedback you’ve received, projecting confidence, and making it clear that you’re taking steps to improve will be enough to fly with high marks during this question. It can also help personalize your answer compared to other candidates.

5. Showcase your personality while keeping it professional.

I’m someone who likes to infuse some of my humor into interviews. It helps take the edge off of the nerves and helps me build more of a connection with the hiring manager.

Of course, you should first gauge the company’s culture and examine the interviewer’s personality before showcasing humor, dry wit, or likewise.

If you’re interviewing for a highly corporate job, I recommend keeping humor to a minimum. But no matter what, you can always show your personality in your inflection, tone, and delivery.

Take, for instance:

“You know, I’ve had such a hard time with [X] in the past, but I’m grateful to my previous managers, who gave me useful feedback when I began my career. Now, I’m ‘thriving.’ Every day, I do [Y] to improve that skill.

It was such a pain point for me, but I’ve improved tremendously and have been lucky enough to have a strong support system every step of the way.”

Compare that with:

“I won’t lie. I struggle with [X] sometimes. Fortunately, I’ve picked up [Y] to work on it, and like any new learning experience, it’s been eye-opening and humbling.

I’ve improved in [Z] areas — not so much that it would be first on my list of skills, but maybe second or third. Either way, I’m happy to report I’m getting there and look forward to improving even more in the future.”

Neither of these is better than the other, but they both show different personality types, and you can do the same.

There’s Strength in Every Weakness

I’m human, too — and it has always been difficult for me to vocalize my weaknesses in an interview setting where I already feel my most vulnerable. But I’ve learned that every weakness also has a strength on its flipside.

For instance, my being so-so with numbers is what has made me so much stronger with words. My struggle to say “no” means I’ve taken on a wealth of opportunities and experiences that have furthered my career. On top of this, there is still strength in how I’ve worked to overcome my deficiencies.

Leaning on your teammates who excel in those areas is a great way to show that you’ll work well on the team and know how to use your resources to solve problems. Taking free online courses to progress your professional development indicates you’re willing to work toward improvement.

No matter which of these answers you share with the hiring team, so long as you are genuine in your approach, they’ll be more than happy to help you grow and exceed the expectations of the role.

Editor’s note: This post was originally published in December 2018 and has been updated for comprehensiveness.

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Categories B2B

How An NBA Marketer Brought the Brooklyn Nets to Paris (& What Marketers Can Learn from Him)

In our first edition of Masters in Marketing, a brand-new HubSpot Media newsletter designed to bring you tips from the top marketers each week, I spoke with Ron Goldenberg, VP of International Marketing & Innovation at BSE Global — who runs international marketing for the Brooklyn Nets and Barclays Center.

Goldenberg has plenty of impressive accolades, including bringing the Brooklyn Nets to Paris and launching the #ThankYouVince campaign to honor former NBA superstar Vince Carter. 

Keep reading to hear why you need to take big swings in marketing, how Goldenberg matches insights with instinct, and his fascination with global brands like Oatly

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Lesson 1: If you’re not risking your career on a bold marketing move, you’re not thinking big enough.

Goldenberg got plenty of pushback when he pitched a Brooklyn Nets activation — in Paris, complete with an orchestral tribute to The Notorious B.I.G. and Brooklyn Nets-inspired pizzeria.

One colleague even said to him, “You really think Parisians are going to show up to a Brooklyn Nets pizzeria?” (I get the hesitation — don’t they live off of escargot and croissants?)

He knew there could be major ramifications if the event flopped. But he believed in the concept enough to risk it all.

“If I’m going to get fired for anything, it’s worth [it] for an orchestral tribute to Biggie in Paris,” Goldenberg told me last week. “When your ideas are big enough and bold enough, and you believe in them to the degree that you’re willing to take a reputational risk, that’s when you’re onto something.”

Playing it safe can be a risk in itself. But marketing thrives on standing out, which demands taking chances.

For Goldenberg, the payoff was massive:

  • Fans snapped up all 15K tickets to the Nets-Cavaliers game, 3.3K visitors indulged in Brooklyn pizza, and Biggie’s tribute sold out in five days 🍕
  • 450K unique visitors to Brooklynets.com/paris
  • 64K emails captured (90% net-new to their database)
  • 195% YoY surge in ticket sales to French consumers and over seven figures in total revenue 💵

Screenshot 2024-06-25 at 5.08.25 PMImage Source

Goldenberg got stakeholders on board by being blunt: “You all need to understand how important this is, not just for the Nets but for our fans and the global sports industry,” he told colleagues. “It’s never been done before at this scale.”

Sticking to the tried-and-true is tempting. But it was insight matched with instinct that landed Goldenberg his big swings.

Lesson 2: Look outside your industry.

Goldenberg doesn’t look to other sports teams for marketing inspiration — instead, he learns from other global brands like Stüssy and Oatly.

As he told me, the Nets activation wasn’t just about basketball; it was about spreading New York’s culture and the spirit of Brooklyn. So it didn’t make sense to limit himself to what other NBA teams have done.

Screenshot 2024-06-25 at 5.08.32 PMImage Source

Whether you‘re working for the NBA or a small software startup, Goldenberg’s advice is gold: Looking outside your industry can be the best move for evolving your own marketing strategy.

Lesson 3: Don’t tell a story — sell the story.

Marketers need to be able to tell the same story seven different ways, Goldenberg says.

Your CEO might want to hear about how your new marketing campaign supports the company‘s high-level strategy; meanwhile, your manager is eager for the nitty-gritty details of how it’s all going to play out.

And when it comes to storytelling, pinpoint the emotion you want to elicit.
“Data will help frame your story, but it certainly isn’t going to sell it,” he says.

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Categories B2B

How to Create a B2B SEO Strategy in 9 Steps

If I were to name one thing that I’ve learned throughout the years as a content marketer, it’s that strategy always comes first.

Otherwise, you face the risk of chaos. You either end up writing on random topics that don’t fit your intent and personas well, cannibalize your existing SEO keywords, or run out of ideas.

→ Download Now: SEO Starter Pack [Free Kit]

Also, considering AI and Google’s bold modifications of their search engine, you can’t operate without a solid plan in today’s landscape.

In this piece, I’ll tell you how you can create an SEO B2B strategy and share tips from B2B marketing experts.

Table of Contents

The key element of every B2B SEO strategy is selecting keywords that will attract theright target audience, and choosing the appropriate content format for them, be it a landing page, blog, case study, etc.

Ultimately, it comes down to knowing your target audience, including their needs and behaviors, and creating content that addresses those needs — all the while optimizing for the search engines.

B2B vs. B2C SEO

If we look at the SEO ranking mechanics in Google, the same guidelines apply to B2C and B2B.

It refers to things like URL structure and page loading time, regardless of whether you sell to consumers or businesses. But if you look beyond search engine technicalities, that’s where the similarities end.

For starters, B2B audiences vary from consumers when it comes to why they’ve landed on your site. It’s not about finding a service or product that fits their individual goals: they’re acting as a business representative.

Even if they would like to use your solution, there might be other decision-makers at the company. This also means it’s harder to put your B2B marketing personas into segments than it is in B2C.

For example, a supplement store could classify clients into wide groups like “pregnant individuals” or “breastfeeding individuals.”

The former would probably want to buy prenatal vitamins, while the latter would focus on supplements that help them recoup post-pregnancy.

B2B SEO strategy; differences between B2C and B2B SEO.

In B2B, however, you need to dive into firmographics. You’ll consider things like industry, business structure, or even intricate details like how much funding or revenue the company generates.

Then, there’s also the case of the keywords you want to rank for. Since you’re going after a wider customer group, in B2C, you can try to rank for terms with tens or hundreds of thousands of searches each month.

In B2B, the volumes are much lower — but that’s okay since you’re catering to a more specific need. Even one conversion for a B2B service or product could return the investment.

Last but not least, SEO doesn’t happen only on Google anymore — it also applies to YouTube, Instagram, and other social media channels.

For B2C, platforms like Instagram, TikTok, and YouTube can all be a great place to create content. For B2B, however, it might be worth using YouTube or X since that’s the places their business personas frequent.

However, they also might decide that video content shouldn’t be at the core of their strategy and focus on on-site SEO instead.

How to Build a B2B SEO Strategy

Let’s get down to practice! Here are nine steps you can take to build an effective B2B SEO strategy.

1. Run keyword research.

The first step is doing comprehensive keyword research. If you know your target audience inside out, this shouldn’t be too difficult.

Build your search around their problems and needs. This will help you avoid selecting completely irrelevant keywords.

There are plenty of tools that you can use like Ahrefs, Semrush, and Keysearch — I use the latter. Let’s say you work for a software development agency. Here’s a keyword search you could run.

B2B SEO strategy; running a content gap to spot new keywords

Image Source

Don’t get discouraged by low volumes.

Although you might get less traffic from a keyword like “best software development agency” (50 search volume), the search intent indicates that someone is actively looking for a company they could work with.

If the article converts, the content you create around this keyword will quickly pay off.

B2B SEO strategy; results from a Google search on ‘best software development agency’

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Pro tip: You can also take advantage of tools like HubSpot’s SEO Marketing Software to help you craft your strategy.

2. Run a competitor analysis.

Whenever I work on a B2B SEO strategy for a client, I take a deep dive into what their competitors are doing.

I not only look at the topics they cover and the content formats they use, but I also run a content gap analysis. This lets me spot topics that my client hasn’t written about yet or doesn’t rank well for.

While this might sound like a lot of work, you can use an SEO tool like Keysearch to get your results in a few seconds.

Below I compared two software development agencies, and got a list of keywords that Netguru doesn’t rank for. I could use them as inspiration for coming up with new topic ideas.

B2B SEO strategy; a comparison of keywords two competitors rank for

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3. Focus on search intent.

Think of each phrase in your shortlisted keywords as a separate story. Who’s tapping it into the search bar, and what do they expect to see in the search results?

As you’ll quickly notice, some keywords are general (i.e., indicate that the searcher is just learning about a topic), while others hint that they’re already considering solutions like yours.

Eva Miller, VP of Marketing at Digital Silk, is a huge advocate for search intent analysis. She used an example from her career where despite having rich and high-quality keywords, they weren’t getting ranked.

“It was then that I realized we were neglecting the ‘Intent’ part of SEO,” says Miller. “We started analyzing our prospect‘s search intent thoroughly — are they looking for information, or are they ready to subscribe or make a purchase? This change led us to optimize each piece of content based on the different stages of our customer’s journey.”

The results? Miller says they were far beyond just ranking.

“We were ranking for keywords that our prospects were actually searching for, leading to an 80% increase in organic traffic and a 30% increase in the lead conversion.

Since then, search intent has remained a non-negotiable element in the company’s SEO strategy.

4. Decide what types of assets you want to create.

When you have keywords with their search intent written down, you can ask yourself the following questions.

What type of content should I use each of them for? Would it fit a blog post, or maybe an asset further down the funnel, like a case study or landing page?

This strategy worked for Jacob Kalvo, CEO at Live Proxies. “Several years ago, we identified a significant void in our content that appealed to enterprise-level clients, who wanted more nuanced and granular information as to what our products could do for them,” he says.

From there, they started “building in-depth case studies that demonstrated what we could do, complete with tangible metrics and results.” Kalvo says that one of their case studies “increased our organic traffic by 25% and produced a 15% lift in lead generation in the first quarter of publication.”

Kalvo shares: “This data-backed storytelling approach has been a true lynchpin in our SEO strategy, helping to get high-value B2B prospects who are ready to engage.”

5. Optimize your landing pages.

Since this is where leads become your customers, you should select specific, high-intent keywords that relate to your product features or services, and use them in your copy.

These will often be long-tail keywords like “CRM for life science companies,” as they indicate someone’s awareness level.

Optimizing your LP also relates to structure, of course. Make sure you create sections and relevant headings, and avoid clutter.

Your ultimate goal is to convert clients, but your primary goal should be to keep them engaged on your site for as long as possible.

On that note, I want to share a piece of personal advice: remember that it’s not the keywords that sell your product or service – it’s the copy on the landing page.

So, when using SEO phrases, make sure they’re all incorporated into the copy naturally.

6. Create content clusters.

Pick an area you’d like to cover in-depth — writing about everything won’t do you any good. You need to build topical authority, and content clusters are the perfect solution.

They’ll help you achieve two things: 1) present yourself as a topic expert, and 2) create a nice content architecture. Both of these will positively impact your SEO rankings (and please your readers).

Each content cluster includes long-form content — we can call it a “guide” or a “pillar page” — that all articles from the cluster link back to.

This approach works for my clients and other brands like Making That Sale. Howard Tillerman, the company’s CMO, says they use long-form content to dominate specific industry keywords.

Instead of scattering our efforts, we created a comprehensive, 5,000-word guide on the topic [enterprise cloud solutions],” says Tillerman.

We started by identifying subtopics through keyword research, pinpointing long-tail keywords our audience frequently searched. Our guide covered everything from benefits, implementation strategies, and case studies, to future trends in enterprise cloud solutions.”

“We also broke down the guide into smaller blog posts, each interlinked to the main guide, creating a robust internal link structure,” Tillerman continues.

Their results were impressive.

In just three months the guide ranked on the first page of Google for “enterprise cloud solutions,” bringing in over 5,000 organic visits per month. Additionally, the overall site traffic increased by 30%, and they saw a 25% boost in qualified leads.

The long-form content strategy not only improved the company’s search rankings — it also established them as a thought leader in their industry.

7. Build a blog.

If you want to bring in organic traffic, starting a blog should be a no-brainer.

Keywords with informational intent have the highest search volumes, and the best way to tackle those is with educational articles.

But blogging isn’t just about driving traffic. Creating high-quality content will help you become the domain expert and build credibility. This should translate into more conversions, as people tend to buy from brands they trust.

8. Work on your domain authority.

The topic of domain authority (DA) — or domain rating, as Ahrefs calls it — has been a subject of hot debate for many years.

If you’ve never heard of it, it’s a metric that ranks websites on a 0 to 100 scale.

The more established the website (i.e., the more keywords it ranks for and the more backlinks it has), the higher its score – and, possibly, its position in search results.

To address the elephant in the room: we don’t have an official confirmation from Google that domain authority directly affects SEO.

But there’s no doubt that it does affect your B2B SEO strategy at least indirectly, since you can weigh your chances against competitors.

If you have a similar or higher score than others who want to rank for a keyword, then you have a real possibility of winning in top results.

How do you build your domain authority? More on that later!

9. Check your website’s performance metrics.

Last but not least, don’t forget about checking the technical side of your website — if there’s a usability glitch like a broken link, or your landing page is loading very slowly, your strategy might not work.

What I recommend doing regularly is checking for any URLs with a high bounce rate. This is always a bad omen. Even if it’s not due to a technical issue, it indicates that there’s a problem you need to address.

If you aren’t a technical SEO specialist like myself, don’t worry. There are a few metrics you can check yourself by looking at Google’s Core Web vitals.

These will tell you how fast your page loads (LCP), how users respond (INP), and how stable your layout is.

Tips for Creating a B2B SEO Strategy

Below, I’ve rounded up some of the best tactics you can use to boost your SEO ranks as a business-to-business company. Let’s dive in.

1. Create product-led, mid-funnel blogs.

It’s very tempting to build your SEO strategy primarily around the top-of-the-funnel keywords, as they have a higher search volume.

The downside of such an approach is super high competition and lower conversion as the intent is informational, meaning people aren’t ready to buy just yet.

A much more effective strategy is to build your content (at least when you’re starting out) around action-oriented keywords that your product can directly solve for. This is what Eric Doty, Content Lead at Dock, does.

He says: “We’ve had a lot of success with product-led, mid-funnel blogs where our product can directly solve the searcher’s problem.

For example, our best-performing articles are topics like ‘How to create a stand-out RFP response’ and ‘Crafting a winning sales price quote’ where we can show step-by-step examples of how to do that in Dock.”

2. Analyze customer requests to create content that answers those questions.

The best way to build an effective strategy is to, well, ask at the source.

I agree with Veruska Anconitano, SEO Consultant at IAmVeru, who told me that analyzing customer support requests is a great way to build a relevant B2B SEO strategy.

She says that it helps her brand create content that answers customer questions:

“I worked with a software company inundated with support calls about a difficult-to-use feature. Analyzing these calls, I pinpointed the common issues and created comprehensive guides, how-to videos, and a pillar page to address these challenges.

This approach led to a 25% reduction in support queries and a 50% increase in organic traffic within three months.”

Anconitano also says that the content became a valuable evergreen resource for sales and customer success teams, which is a nice touch.

Lee Moskowitz, Director of Growth Marketing at SmartPass, has a similar tactic:

“I added a field to our demo form that asks people what problem they are looking to solve with our solution. Not only does this help my AEs provide a more personalized demo, but it tells me why they visited our site, what they care about, and what they are searching for.”

“I then look at the submissions for any trends and identify common search terms and similar phrases. HubSpot’s advanced filters make custom reports for analyzing all the submissions easy.

From here, I perform keyword research to see what the low-hanging fruit are, such as which terms have the highest volume and lowest keyword difficulties,” Moskowitz shares.

3. Determine which keywords you rank for already.

You should continuously track the keywords you already rank for. You can either check in Google Search Console or any other SEO tool.

Before I create an SEO strategy, I always ask my clients for a keyword export. This helps me avoid content cannibalization as I know which keywords to avoid using.

Also, if I find a keyword with good traffic potential, but with a low ranking, I can update the content or create a completely new piece to boost rankings.

4. Focus on thought leadership.

I’m sure you’ve heard of the acronym E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). These are the principles that Google uses to check if the published content is of high quality.

The days of producing copycat content are gone, and with AI being able to write decent articles, the content bar is set even higher.

In fact, our 2024 State of Marketing Report found that only 6% of marketers use AI to create content — if ever, they only use it to source ideas but bet on human writing.

To rank, you have to produce excellent quality articles that demonstrate expertise and experience.

Whenever I write a new piece, I make sure to include unique insights, which I gather either from the brand I write for (I interview them) or through expert outreach. For the latter I use Connectively, Help a B2B Writer, or SOS.

Collecting expert insights using these platforms has become a bit challenging, as a lot of people use ChatGPT to generate answers.

So if you decide to use them, I recommend adding a disclaimer to your query saying that all answers generated by AI will be discarded, and insights that include statistics and personal experience will be prioritized.

This has helped me collect much better input.

5. Build relationships with other brands.

Partnering up with other brands in a complementary field is also a tried-and-tested tactic.

For example, Dr. Gregory P. Gasic, Co-Founder at VMeDx, hit the SEO jackpot by building relationships with trusted medical journals and educational platforms.

“One specific experience stands out,” Gasic says. “We collaborated with the Harvard Review of Psychiatry on a comprehensive article about virtual medical assistance in psychiatric care.

This partnership led to a notable spike in our website‘s traffic — an increase of 40% within the first month after publication. The credibility of the Harvard Review also boosted our site’s domain authority significantly, making it easier for potential clients to find us through organic search.”

6. Build SEO through off-site tactics.

As you might have noticed, backlinks stand out from many other SEO tactics, as they don’t involve work on your website — it circles around external work.

For as long as domain ratings exist, I will remain a strong believer in the power backlinks can have for B2B sites.

This comes from my own experience, when I spent three months answering queries from journalists seeking sources nearly every day.

Building backlinks from high-quality websites was one of my OKRs at a company where I worked.

I made sure each answer was of high quality, and when a question was beyond my expertise, I sourced insights from other employees at the company.

As a result, in just ten weeks I got 18 backlinks from websites with a domain rating of 75 or higher. This has helped the company grow its own DA and boosted their content’s visibility in Google.

Another tactic I can recommend is pitching guest posts to the sites you’d like to get a backlink from. The brand I worked for had a high domain rating, so I received multiple requests from writers every week.

However, I always accepted the ones that offered genuine opinions and had a unique angle. From what I’ve been seeing on X and writer forums this year, many editors are always open to guest post opportunities, so it’s worth giving it a try.

7. Run data-driven content audits regularly.

Last but not least – your B2B SEO strategy shouldn’t be set in stone. Treat it as a living organism, and update it regularly. The best way to make sure that your strategy is still relevant is to run content audits.

Cecilien Dambon, an SEO & Growth Advisor for Spark Traffic, has shared how implementing a comprehensive, data-driven content audit has consistently delivered tangible results for their clients.

They had a customer whose organic traffic had become stagnant, and their website had shown negligible engagement levels relative to some of the regularly published-turned-ineffective content.

While the company produced content on an ongoing basis, it did not make the desired impact on lead generation volumes.

What did Spark Traffic do? They ran a comprehensive content audit and analyzed the data regarding traffic, bounce rates, time on page, and conversion rates. Here is how they went about it.

“We divided our existing content into categories: high-performing, average, and low-performing pieces. We used it to assess the available engagement metrics and the conversion data.

We updated and repurposed high-performing pieces to ensure they didn’t lose their credibility vis-à-vis new, updated data,” explains Dambon.

“For average content, we conducted on-page SEO improvements and included new data and insights in the content. For low-performing content, we de-indexed it and consolidated it with other pieces or even removed it, if need be.

We completed the data-driven keyword research to find and identify new opportunities for the integration of targeted keywords. This provides a seamless blend with the audience’s search intent,” says Dambon.

And the outcome? Within six months, their client got a 45% increase in organic traffic and a 30% rise in lead generation from the website.

The revamped content attracted more visitors, and improved user engagement and conversions on the site.

A Good B2B SEO Strategy is Agile

Reaching a high position in search engines requires you to juggle between tried-and-tested methods and experimentation.

The latter is a great idea, especially now that no one truly knows where Google will go with their algorithm changes — or how much AI will affect the field.

Speaking of AI, the bar for creating SEO content is set at the highest level ever. You can’t rely on desk research only – you need to enrich it with real-life stories and unique perspectives, just like I have done while working on this piece.

Finally, remember to check your results and update your strategy continuously.

This way, you’ll always be able to recalibrate it around what works for your business.

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Categories B2B

The Top 13 Paid & Free Alternatives to Adobe Illustrator of 2024

Adobe Illustrator is a popular tool for designing vector graphics, logos, icons, and more. I personally love using Adobe Illustrator to make personalized images for my small business and my website, such as favicons and logos for social media.

Yet, it can be tough (or impossible) to justify Adobe Illustrator’s steep $239.88/year pricing. I also discovered that I didn’t even need all the features included in that price.

→ Download Now: 15 Free Infographic Templates

So, if you’re looking for some alternatives, I’ve compiled a list of thirteen cheaper or even free options that you can use instead of Adobe Illustrator.

Whether you’re a small business owner, a web or graphic designer, or just an illustrator enthusiast, check out this list of Adobe Illustrator alternatives that let you produce beautiful designs on a budget.

Table of Contents

Why use an Adobe Illustrator alternative?

Although Adobe Illustrator has been the industry standard for a long time, here are some reasons why you may want to consider an alternative application:

  • Affordability. As I mentioned earlier, Illustrator is part of the Adobe Creative Cloud suite, which requires a subscription and can be costly. All of the alternatives I’ve listed are either free, have a lower subscription fee, or only require a one-time purchase.
  • Accessibility. While Illustrator is a powerful and feature-rich tool, it can have a steep learning curve for beginners. Meanwhile, other applications offer more intuitive interfaces that are easier to grasp, making them a better option for entry-level designers.
  • Performance. Adobe Illustrator is known for its robust feature set, but it can be resource-heavy and slower on older or less powerful machines. Alternatives may offer better performance and run more smoothly on a wider range of devices.
  • Specific focus. Some design apps are better fitted for specific needs. For instance, you may prefer an alternative that has better photo editing features in addition to its vector capabilities.
  • Open source or cross-platform options. Some Illustrator alternatives are open-source software, allowing users to customize and contribute to the development of the tool. Plus, many are available on multiple platforms, enabling you to work seamlessly across different operating systems.

Ultimately, choosing a design tool comes down to your budget and personal preferences. I recommend testing out different tools to find the one that best suits your needs. Now, let’s explore the best free alternatives to Adobe Illustrator.

Best Free Adobe Illustrator Alternatives

1. HubSpot Design Tools

adobe illustrator alternative, hubspot

Get started with HubSpot’s Free Logo Maker

HubSpot offers a variety of design tools. The first is the Free Logo Maker. Our logo maker can assist you in designing and customizing the ideal logo for your brand, offering a wide range of professionally designed templates that eliminate the need to start from scratch.

By simply providing your industry, company name, and slogan, the tool will offer personalized recommendations tailored to your needs.

The second tool is our Free Icon Maker. With HubSpot’s custom icon maker, you can design and download icons without the hassle of installing design software. All you need to do is open your browser, and you can start creating free icons for your website and social media profiles with ease.

You can also make an entire brand kit using the Brand Kit Maker or favicons using the Favicon Generator.

Best for: Small businesses looking to create logos, icons, favicons, and more for their brand.

Platform: Mac, Windows, Linux

My Experience

I found the different HubSpot Design Tools to be super easy to use and straightforward. I think this option works best if you’re a small business without the budget for a graphic designer or an Adobe Illustrator subscription.

Because of its simplicity, this tool lacks some of the features of other tools on this list, but it’s completely free, which I appreciate.

Pros

  • No download needed
  • Completely free, no paid version
  • Great for social media, favicons, and getting a general look at your business’ website
  • Simple to use, create an entire brand kit in only six steps

Cons

  • If you need advanced features, this software won’t be the best fit for you
  • Can’t use to edit photos you already have

2. Inkscape

adobe illustrator alternative, inkscape

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One of the most comparable substitutes to Adobe Illustrator, Inkscape has plenty of similar sketching, illustrating, and editing tools, including keys to move and rotate by screen pixels, bitmap tracing, color painting over objects, and edit gradients with handles.

Best for: Pro and semi-pro illustrators and web designers

Platform: Mac, Windows, Linux

My Experience

I like that you can create complex textures and gradients in Inkscape. Unlike some other free tools I’ve tried, this tool allows layering, grouping, and locking objects so you can completely customize the look and feel of a project while maintaining a streamlined workflow.

In my opinion, Inkscape is a great product for pro- or semi-pro web designers working within SVG file format. It also offers an open-source vector graphics package, so if you have the technical skills, you can incorporate Inkscape into your other software programs.

Pros

  • Supports SVG files
  • Open source software
  • Files can be exported to PNG, OpenDocument, PDF, and more

Cons

  • Steep learning curve for beginners
  • Lacks some features found in other editing tools

3. GIMP

adobe illustrator alternative, gimp

GIMP, which stands for GNU Image Manipulation Program, has limited vector functions but has similar tools to Photoshop, making it an impressive image editor with powerful image manipulation options.

Best for: Advanced designers who need a custom tool to create illustrations and graphics

Platform: Mac, Windows, Linux

My Experience

I appreciate that GIMP provides options for customization and third-party plugins. This makes this tool a great option if your image editing needs are somewhat unique and you want a lot of customization.

GIMP also makes my list as an Adobe Illustrator alternative because it is free and open source, letting you access third-party plugins to enhance productivity and design capabilities. I also liked that GIMP offers tutorials for newcomers, so you can become more familiar with GIMP’s features.

Pros

  • Highly customizable
  • Great for basic photo editing
  • Supports multiple file formats

Cons

  • Lacks support for CMYK files
  • UI is confusing and slow for some

4. Pixlr

Explore Pixlr's interface and design or illustrate images with different layers, customization, and save with many different file save types.

Pixlr offers plenty of features for editing, creating, and sharing creative images. While it’s less advanced in function than Illustrator, it’s cloud-based and supported on mobile, desktop, or the web.

Best for: Individuals whose position requires them to work from different devices to create images

Platform: Windows, Mac, Web Browser, Mobile

My Experience

Pixlr isn’t as technically advanced as Illustrator, but it has some cool features.

There are two different options for using Pixlr; Pixlr E for photo editing and Pixlr X for graphic design.

Pixlr X includes regularly updated templates for social media, presentations, resumes, business cards, newsletters, and event invitations. Pixlr E includes a photo collage maker that combines your favorite photos into a clean, cohesive design.

I also enjoyed Pixlr’s AI Image generation option, which I was able to access for free once I made an account. You get a set amount of free credits for AI image generation, letting you explore the tool at no cost.

Pros

  • Great for beginners
  • Web-based application
  • AI image generation tool

Cons

  • The free version has limited features compared to the paid versions
  • Many advertisements on the free version

5. DesignEvo

adobe illustrator alternative, Designevo

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Best for: Individuals starting a business who need a logo and other assets

Platform: Mac

My Experience

This tool exceeded my expectations. Although this design tool is free, it brings a lot of value. With over 10,000 design templates to get you started, this app is ideal for the designer who’s just starting out.

DesignEvo helps you perfect your style, develop your workflow, and build your portfolio — all without spending a penny on expensive software.

I enjoyed the access I had to royalty-free fonts, color schemes, and an easy-to-use logo editor (plus dozens of logo categories). When you’ve designed the perfect vector, logo, or icon, export it from DesignEvo and into your preferred storage cloud in the most popular high-resolution formats.

Pros

  • Clean and simple UI
  • Tons of customizable templates
  • Drag and drop editor

Cons

  • Free downloads have lower resolution, and you can’t download high-quality images without paying for a subscription
  • Some users report issues with getting the mobile app to work like the desktop app

6. Linearity

adobe illustrator alternative, Linearity

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Best for: Designers who want a user-friendly tool that cuts down work time

Platform: iPad app, Mac app, iPhone app

My Experience

Linearity has been downloaded from the App Store over 6 million times — and I could tell why. Linearity’s features are intuitive and user-friendly, like their auto trace tool, which automates tedious tasks and lets you get your work done faster.

One feature I found cool was Linearity’s unlimited artboards, a sophisticated text editor with custom font imports, a PDF editor, and support for touch, pen, mouse, keyboard, and wacom pad. Plus, its multiple integrations and import/export features make it easy to switch between multiple design tools.

Pros

  • Supports Figma designs
  • Easy-to-use, intuitive software
  • Able to export multiple file formats

Cons

  • Slower compared to other programs
  • Only works with Apple products
  • Can lag on older iPads or desktops

7. Figma

adobe illustrator alternative, Figma

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From design features to prototyping, Figma is a free illustration app that has all the tools you need in just one platform.

Best for: Designers in need of an all-in-one tool

Platform: Web Browser

My Experience

Figma is my first choice for anyone looking for a free Adobe Illustrator alternative.

I appreciate that Figma lets you install plugins and widgets that automate tasks to boost productivity. I found resizing and moving design elements to be easier than ever with Figma’s auto layout tool.

With cloud-based software, you can work on your illustrations from anywhere with internet access and seamlessly share files with other team members.

While Figma’s free Starter plan has all the features an entry-level designer or small team would need to get started, more seasoned designers and larger teams may consider a Professional plan for access to features like unlimited version history, sharing permissions, team libraries, and more.

Professional plans start at $12 per editor/month and are free for students and teachers.

Pros

  • Real-time collaboration features
  • Cloud-based
  • Easy to share files with collaborators
  • Lots of features that make designing easier and more interesting

Cons

  • The free plan has limited features
  • Lags when working with large files
  • Can be tricky to onboard and learn all of Figma’s features

8. Vectr

adobe illustrator alternative, Vectr

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Best for: New designers who want a powerful tool with a low learning curve

Platform: Web Browser

My Experience

I think Vectr is perfect for beginners because it’s a simple illustrator tool that makes designing and editing graphics a breeze with intuitive technology and user tutorials. Vectr is great for basic editing, doesn’t have a download limit, and can be super useful for creating social media images.

I also like that Vectr is web-based and accessible to anyone with internet access. Collaborating is also super easy with its real-time sharing capabilities and chat features.

Pros

  • Great for all skill levels
  • Has all the basic features needed to make simple designs and edits
  • No download limit

Cons

  • Can’t work offline
  • Limited text options
  • Doesn’t have more technical features
  • Can’t save locally

Best Paid Adobe Illustrator Alternatives

9. BoxySVG

adobe illustrator alternative, boxysvg

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Best for: Designers who produce a low volume of designs but still need a quality tool

Platform: Mac app, Windows app, Chrome app, Web app

Cost: Only 15-day free trial. After that, you’ll have the option to purchase either the premium or standard plan.

My Experience

BoxySVG’s interface feels nostalgic to me, like a cooler version of Microsoft Paint.

BoxySVG runs as an extension in Google Chrome, so it’s easy for me to store vector graphics, including icons, charts, and illustrations on the web. It provides options for Google Fonts integration and has an Open Clip Art Library, as well as illustrator tools, including pens, bezier curves, groups, shapes, text, and more.

Ultimately, I found BoxySVG to be simpler than Illustrator, and while this means less advanced tools, it also means a quicker and easier process for creating vector graphic files.

The intuitive user interface gives you a clean workspace so you can complete your workflow without clutter or overlapping toolboxes. Keyboard shortcuts keep tools accessible without switching between tabs or searching through several icons.

Pros

  • Intuitive user interface
  • Organized workflow without overlapping toolboxes
  • Keyboard shortcuts are accessible
  • Quick processing

Cons

  • Less advanced than Adobe Illustrator

10. Corel Vector

adobe illustrator alternative, corel vector

Best for: Freelance illustrators and designers who need a robust design tool

Platform: Mac, Linux, Windows, Chrome, Web Browser

Cost: Corel Vector offers a free 15-day trial. After the trial period ends, users must purchase a subscription plan.

My Experience

I found plenty of basic vector-editing tools in Corel Vector, including pen, line, knife, slice, bezigon, and gradient editor. I love that Corel Vector also has more advanced features, such as boolean operations, symbols, international text support, and more.

Plus, it’s designed with a user-friendly interface and offers video tutorials. Corel Vector works from right within any browser, which means you can edit and export your files anywhere with wifi.

Even if you don’t have access to wifi, the tool allows users to work offline for up to 15 days at a time. It also supports CMYK rendering, so you can print quality images without downloading anything.

You can also import and export files in a variety of formats including pdf, png, jpg, svg, and sketch — which makes this option more flexible than Illustrator.

Pros

  • Video tutorials and an intuitive interface
  • Works correctly in any browser, with an option for offline work
  • Import and export files in lots of different formats

Cons

  • Only a 15-day free trial, after which you have to purchase a subscription plan
  • Some users report the software crashing, interrupting workflows
  • The learning curve for using software can be steep

11. Affinity Designer

adobe illustrator alternative, affinity

Best for: Experienced designers with a need for advanced vector and raster tools

Platform: Mac, Windows, iPad

Cost: The price of a universal license is $99.99, but you can also purchase much cheaper individual licenses for MacOS, Windows, and iPad. The 30-day trial version is free and offers plenty of the full version tools.

My Experience

Affinity Designer is my favorite paid Adobe Illustrator alternative because it’s the most like Illustrator with features like rasterizing controls, infinite zoom, a precision-engineered pen tool, automatic snapping points, colors that pop, and an extensive array of vector editing tools.

If you’re looking for software that is just as technical, customizable, and user-friendly as Adobe Illustrator, I think Affinity Designer is your best choice.

Pros

  • Longer, 30-Day Free Trial
  • Switch between vector and raster workspaces easily
  • Unlimited artboards and keyboard shortcuts
  • Save your file in most vector and raster formats

Cons

  • Some users report issues contacting customer service
  • Lacks a couple of Adobe Illustrator tools currently
  • Limits third-party plugins compared to other tools on this list

12. Sketch

adobe illustrator alternative, sketch

Best for: Collaborative design teams

Platform: Mac app, Web Browser, iPhone app

Cost: Standard plans start at $12 per month, with the option to buy licensing for $120. You can also try Sketch for free with a 30-day trial.

My Experience

If you want a design tool to keep your team organized and in sync, look no further than Sketch. I love that Sketch’s Workspaces allows you to store and share files, manage your team, collaborate on projects in real time, and hand off designs to developers.

Other features I like include vector editing, prototyping tools, artboard templates, customizable toolbar and shortcuts, offline work capabilities, and more.

Pros

  • Offers all features that are essential for digital designers without the complexity
  • Limitless workspaces and artboards
  • Great for collaboration

Cons

  • Not available for iPad
  • Not as many advanced features as Adobe Illustrator

13. VectorStyler

adobe illustrator alternative, vectorstyler

Best for: Experienced designers who prefer to purchase a one-time license over a subscription plan

Platform: Mac, Windows

Cost: A free-trial for VectorStyler lasts for 42 days. After that, you’ll have to purchase a license for a flat rate of $95.

My Experience

I found VectorStyler to be an advanced illustration software for a fraction of the cost of Adobe. VectorStyler has all the drawing tools I need to create stunning illustrations and designs, including vector brushes, shape effects, advanced typography, path sketching, text on path, open native AI, and more.

I also love that my designs can be imported and exported through common file formats: PSD, AI, SVG, PDF, Postscript, EPS, JPEG, BMP, GIF, PCX, PNG, TGA, and TIFF.

Pros

  • AI files are imported in editable form with tiling patterns, brushes, styles, and effects available for reuse and adjustment
  • Batch exports to speed up the design process
  • Customize your menu, so you only use the tools you need
  • Longest free trial of 42 days

Cons

  • Some users report issues with VectorStyler’s UI, specifically when minimizing and maximizing tabs

Which Adobe alternative is the best?

Creating professional vector graphics doesn’t have to be an expensive line item in your budget. Ultimately, if you actually need every single feature of Adobe Illustrator, you’re just going to have to fork over the money for the real thing. But chances are you just need something comparable, and these are my picks:

  • If you’re looking for a free alternative that does most of what Adobe Illustrator does, my top pick is Figma.
  • If you need a design tool just to make basic brand collateral, I think the different HubSpot design tools are the way to go.
  • If you need software that’s as close to Adobe Illustrator as possible without paying Adobe prices, my pick is Affinity Designer.

Whatever your unique design or illustration needs are, I hope you found a great fit on this list or at least some products you’d like to test drive with a free trial.

Editor’s note: This post was originally published in June 2018 and has been updated for comprehensiveness.

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Categories B2B

27 Copywriting Examples From Businesses With Incredible Copywriters

Knowing about copywriting is great, but nothing beats excellent copywriting examples at your fingertips.

When I need to get inspired, it helps me to look at examples of great copy. This can help you smash any creative block and write fast – whether you need to crank out website updates, product copy, or blog posts.

→ Download Now: 6 Free Blog Post Templates

Below, I’ll show you 27 inspiring copywriting examples from businesses who hired incredible copywriters.

Jump ahead to the examples you’re looking for:

1. Omsom

marketing copy example, Omsom

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Why we like it: Omsom‘s copy is playful and authentic. I like how the company founders, the Pham sisters, share a bit about their culture and cooking ingredients. This makes home cooking accessible and quick for visitors of all skill sets like me.

I typically enjoy cooking, but I don’t always have the time. With Omsom, I have stepped up my game.

Omsom’s ready-to-use starter pouches of spices and sauces help me churn out Asian dishes quickly. It has also made me avoid the hassle of store-hopping and buying larger quantities than I need.

Still, I always buy more than intended when I’m on their site because it looks delicious, and the copy is a huge motivator to click “add-to-cart.”

Right at the start, I like how the homepage (pictured above) invites me in with a “saucy” copy that works with the image.

marketing copy example, Omsom

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There’s also plenty of wordplay used. The founders, with the last name Pham, have worked it into various spots on the site, including their note welcoming visitors to their “Phamily.”

marketing copy example, Omsom founder story

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The language is the perfect balance of both playful — even calling out that the Pham sisters were rowdy youths in their definition of Omsom (above) — and no-nonsense regarding ingredient quality.

2. Cards Against Humanity

marketing copy example, Cards Against Humanity

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Why we like it: Their copy is abrasive and a little offensive, which perfectly lines up with their brand voice and audience.

You may or may not be familiar with Cards Against Humanity, the self-declared “party game for horrible people.” It‘s a card game — one that’s simultaneously entertaining and inappropriate.

The copywriting on the cards themselves will definitely make you laugh.

The brand voice is very distinctive, seems abrasive, and even a little offensive. But that‘s their whole shtick: They’re not trying to appeal to everyone, and that’s perfectly okay.

What they do is a great job of appealing to their target audience.

One look at their FAQ page and you’ll see what I mean:

marketing copy example, Cards Against Humanity

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Here‘s a sneak peek into some answers to these questions. You’ll see they make fun of both themselves and the reader — which is exactly what the card game is about.

marketing copy example, Cards Against Humanity

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marketing copy example, Cards Against Humanity

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marketing copy example, Cards Against Humanity

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3. GymIt

marketing copy example, GymIt

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Why we like it: GymIt truly gets its users and expresses it with funny advertising about pretending to move to get out of a contract. The company knows their audience and knows just what to say to hook them and make them smile.

I‘ve always loved the copy at GymIt. In fact, I check their site and social profiles all the time to see if they’ve freshened anything up. Luckily, they are not a one-trick pony. They continue to keep their site fresh with captivating copy.

Here’s one of my favorites, which hit the pain points of gym-goers.

marketing copy example, GymIt

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GymIt’s copy rolls up to their philosophy and is espoused on their “About” page: that gyms should just be about working out:

marketing copy example, GymIt

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Talk about understanding their core audience. The copy, both in its value proposition and across its marketing materials, reflects a deep understanding of its customers.

4. Primary

marketing copy example, Primary

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Why we like it: Primary does a fantastic job of speaking to parents who want their kids to grow up well-adjusted, and they make their mission clear on the homepage.

They do an exceptional job of illustrating that they’re a different company and show customers two great ways to shop — by color or age.

The next section of their homepage explores clothes for different age groups in bright colors.

marketing copy example, Primary

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The empowering language of Primary continues on the About page. This page focuses on why the founders were unhappy with the kids’ clothing industry and what they set out to change.

By relating to the common concerns of parents, they establish a standard people can expect when shopping with Primary.

marketing copy example, Primary

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Fun and empowering language aside, Primary’s copywriters entice users to sign up for their email list by giving 20% off for first orders.

marketing copy example, Primary

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5. Articulate

marketing copy example, articulate

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Why we like it: Articulate has nailed the pun game. It’s cheesy in a good way and makes them more relatable to job seekers and clients.

Most people don‘t want to just be a cog in a company’s machinery, so by adding some humor, Articulate sets itself apart from other corporate competitors.

Articulate is a HubSpot Agency Partner based in the United Kingdom. Though the company is an inbound marketing agency, I like how they infused witty and confident copy on their web pages. Here‘s exhibit ’A’:

marketing copy example, articulate

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The copy above introduces Articulate‘s “Meet the Team” page — not a page you’d think can pull off witty copy, right? Well, Articulate’s page goes beyond employee photos and their job titles.

The copy also takes on a farm theme, assuring visitors that employees are “free-range, artisanal” and “funny good eggs.” Funny on the surface but helpful to clients who want to know where their work comes from and how it’s made.

6. BarkBox

BarkBox sales web copywriting homepage

Why we like it: No round-up of exceptional copywriting is complete without a discussion of BarkBox. With playful web copy, they nail exactly the kinds of words people use to talk about their dogs, like “good doggies.”

Throughout their site, they continue this casual, friendly language worthy of any pet lover, including this language that makes their users feel special: “Dog people get it.”

BarkBox sales web copywriting homepage

And for anyone subscribing, they have some fun ways to get information about the pup the box is for:

BarkBox sales web copywriting homepage

However, while their website copy is fun, their social media copywriters truly take the cake dog biscuit. Their social content alone is fantastic, but this (and their emails) is where they talk the most about their clever toy names.

Check it out in this example:

BarkBox sales web copywriting homepage

7. CopyHackers

copyhackers sales web copywriting homepage

Why we like it: A site that teaches copywriting to copywriters had better nail its copy. For this, CopyHackers doesn’t disappoint, and that’s why it makes my list of the best sales web copywriting examples.

What I really love about this page is how well it speaks to some of the biggest pain points and concerns of copywriters today, alluding to the fear many writers have of being starving artists.

Even more well done, they take ‌AI tools head-on. Sure, “with the help of AI, everyone can be a copywriter,” but that doesn’t make them a great copywriter.

So while there’s a plethora of AI copywriting prompt examples out there, few people are addressing the elephant in the room — AI copy still needs great human oversight, just as CopyHackers explains.

Unsurprisingly, the clever, yet clear copy is exceptional every step of the way, including in their newsletter sign-up.

The headline is clear, and the sub-headline adds a dose of fun while showing that their emails are so valuable that 89k other people are on the list.

copyhackers sales web copywriting homepage

8. Moosejaw

moosejaw sales web copywriting homepage

Why we like it: Moosejaw’s humor builds an emotional connection with site visitors — delighting them while providing useful information.

Not many brands are brave enough to touch the products they‘re selling with an unconventional copy, but Moosejaw isn’t afraid to have a little fun.

The outdoor apparel outlet store uses humor to sell its products without being overly forward about it. By appealing to people‘s emotions, they’re more engaging and memorable.

Here are a few examples:

moosejaw sales web copywriting homepage

Plus, with quirky one-liners scrolling across the screen, you want to hang around their site for longer just to see what they say next.

moosejaw sales web copywriting homepage

If you think the brilliant copy stops at their homepage, think again. They extend it to their return policy, too. Here, they do a great job of not sacrificing clarity for humor. I like how their copywriters successfully made people laugh while still being helpful.

9.Going.com

going.com sales web copywriting homepage

Why we like it: The team at Going positions themselves as travel industry insiders with their handy pro tips and down-to-earth lingo.

Going is known for finding discount airfare, but they’ve branched out with various offerings, including guides. Adding a personal touch, the team at Going has also offered some pro tips on their “Meet the Team” page.

going.com sales web copywriting homepage

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Members feel like they’re getting information from seasoned experts, and they can pair these tips with photos of the employee who gave them.

This small but useful addition builds a connection with site visitors and improves the company’s credibility.

10. ModCloth

modcloth sales web copywriting homepage

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Why we like it: ModCloth is delightfully quirky and whimsy. Their copy speaks directly to their buyer personas with product copy that helps buyers envision their lives with the item.

ModCloth is a brand that has always had an excellent grasp of its buyer persona, and it comes through in its pun-filled copywriting. All of their products are silly plays on words — check out this screen grab of some of their new arrivals, for example:

modcloth sales web copywriting homepage

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Dive into their product description copy, and it‘s equally joyous, evocative, and clever — just like their customers. Often, it’ll also tell the story of what you’ll do while wearing their items:

modcloth sales web copywriting homepage

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After reading their descriptions, one can imagine what their life would be like if they owned this product. That’s Copywriting 101, but so few brands can actually pull it off like the folks at ModCloth do.

11. Who Gives A Crap

who gives a crap sales web copywriting homepage

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Why we like it: Few copywriters could set out to make toilet paper heartwarming yet funny, but the folks over at Who Gives a Crap have succeeded.

From the name of this brand of toilet paper on a mission to change the world to the clever copy woven throughout their site, these copywriters excel at capturing people’s attention and bringing a smile.

Their tongue-in-cheek approach makes them relatable from the first few lines of copy.

Instead of coming off as self-promoting, chest-thumping heroes, they take a surprisingly humble approach: “Who knew changing the world could be as easy as changing their toilet paper? (Ok, we did.)”

That continues onto their About page, where they poke fun at “traditional” dating app profiles and highlight why they do what they do with this delightful intro:

who gives a crap sales web copywriting homepage

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Their brand story even calls out the brand’s penchant for jokes further down the page.

who gives a crap sales web copywriting homepage

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And while their copy is exceedingly clear, they weave in clever plays on words throughout their website, including their product pages.

Take this section from their 100% recycled toilet paper page, with a playful yet subtle joke: “beyond the bottom line.”

who gives a crap sales web copywriting homepage

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12. Typeform

marketing copywriting, typeform

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Why we like it: Surveys and questionnaires are a part of life — one that makes many people groan. Typeform is doing its best to change all of that with their “make forms worth filling out.”

What really stands out about their website copy is that they speak to the possibility of a better kind of form (or quiz) right away with clever copy that also shows the benefit of “getting more data.”

I also love that they show what’s in it for new customers who switch to Typeform.

marketing copywriting, typeform

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Typeform’s refreshing, simple, and fun copy goes beyond the website. They carry it through to social media with posts like this:

marketing copywriting, typeform

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13.Really Good Boxed Wine

marketing copywriting, really good boxed wine

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Why we like it: In the wine world, boxed wines are treated like outsiders. Really Good Boxed Wine is on a mission to change that perception with high-quality wines that are more environmentally friendly and fun.

Their copywriters kick things off right away with the headline “Embrace The Unexpected” to get users curious right away.

And they smash preconceived notions about boxed wines in all of their copy, addressing common objections in a fun way that draws the reader in.

marketing copywriting, really good boxed wine

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It’s not just about busting myths and misconceptions about their product. They also offer ideas for maximizing the Really Good Boxed Wine experience.

marketing copywriting, really good boxed wine

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And as if that weren’t enough to bust any pretentious wine snobbery, they poke fun at how easy their product is to use in their FAQs, ending the not-so-rigorous box opening with “Celebrate with a glass of wine.”

marketing copywriting, really good boxed wine

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14. BeeLove

marketing copywriting, beelove

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Why we like it: Not all copywriting has to be catchy or tongue-in-cheek to be memorable or good. BeeLove does both with succinct, powerful words that seek to inspire.

This passage on their about page has a fun bee-based play on words: “hive-to-jar” instead of the more commonly used “farm-to-table,” while also speaking to their mission and how the customer can “bee” part of making a powerful impact.

BeeLove’s copywriters thread the words “hope,” “power,” and “honey” throughout the copy while using impactful language that drives home the meaning.

marketing copywriting, beelove

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15. First Round Capital

marketing copywriting, firstround

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Why we like it: First Round Capital uses language to empathize with its readers. Starting a company is challenging, and First Round Capital understands that and conveys they are there to help.

While a sign of great copywriting makes people smile, another is making people feel understood. The copywriters at First Round do a phenomenal job at letting the value of their offerings for their customers sell themselves.

Right off the bat, they speak to the challenges their target audience experiences to build empathy while sharing names of companies they’ve worked with to build credibility.

16. Trello

marketing copywriting, trello

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Why we like it: Trello‘s copy is clear, which is exactly what users need to learn how to use the product. Switching project management software can be a challenge. Trello’s copy makes sure new users don’t get left behind.

Do you know what Trello is? If the answer is no, then behold the copywriting on their website. Like most of the copy on their site, their product description is crystal clear.

And check out how clear this explainer content is:

marketing copywriting, trello

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Some of the use case clarity can be attributed to how smart the product is, but copywriters deserve some credit for communicating it clearly, too. They call it like it is, making it easy to grasp.

17. Velocity Partners

marketing copywriting, velocity partners

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Why we like it: For David Kessler of Velocity Partners, less is more. His use of “word economy” delivers engaging, powerful content concisely.

No post about excellent copywriting would be complete without mentioning the folks at Velocity Partners.

We‘ve featured co-founder Doug Kessler’s SlideShares (like this one) time and again on this blog because he’s the master of word economy.

What is “word economy”? It’s taking care that every word you use is the right word. It means getting your point across concisely and not dwelling on the details when you don’t have to.

This is the ultimate goal when communicating your message in a world of shortening attention spans.

And since we‘re talking about word economy, I’ll shut up and let you check out one of Kessler’s SlideShares for yourself:

marketing copywriting, velocity partners

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Whereas SlideShares are typically visual, Kessler’s focuses heavily on copy: The design stays constant, and only the text changes. But the copy is engaging and compelling enough for him to pull that off.

Why?

Because he uses simple words so his readers understand what he’s trying to say without effort. He writes as he speaks, and it reads like a story, making it easy to flip through in SlideShare form.

The copy on Velocity Partners’ homepage stood out to me, too.

Check out, for example, how humble they are when introducing their case studies:

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I also like how casual and honest they kept their email subscription call-to-action while showing how they deliver value.

marketing copywriting, velocity partners

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18. Cultivated Wit

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Why we like it: Cultivated Wit’s site copy is very on-brand — humorous. What better way to convey what you can offer visitors than by demonstrating it in real time?

The copywriters over at the “comedy company” Cultivated Wit do a great job embracing their brand of quirk throughout their site.

They already have one of the game’s best “About” pages, but their delightful copy is spread throughout their site — sometimes in the most unexpected places.

For example, look at the copy around contact information at the very bottom of their homepage:

marketing copywriting, cultivated wit

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This section of the homepage is an afterthought at best for most companies. But it was an opportunity for these folks to have a little fun.

They also have two unique email subscription CTAs on different pages of their website. They‘re very different, but both equally funny and delightful. Here’s one from the homepage:

marketing copywriting, cultivated wit

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And another:

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19. Innocent

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Why we like it: Like Velocity Partners, Innocent‘s copy proves simple language can be effective as its descriptive counterparts. There’s no need for long paragraphs; Innocent gets straight to the point.

Innocent, the U.K.-based drink makers, use language, style, and tone that matches their philosophy, product, and even their branding and design. It’s all just clean, straightforward, and simple.

Believe it or not, simple is a really, really hard thing to nail in copywriting.

This stands out most on their “Things We Make” page. (Isn’t that page name even beautifully simple?)

marketing copywriting, innocent

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This same straightforward but charming copywriting philosophy extends to their site navigation:

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Their meta description is pretty awesome, too:

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20. Ann Handley

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Why we like it: Despite an impressive portfolio and list of accomplishments, Ann Handley makes her site copy relatable instead of just reading like a resume. It’s the perfect balance of personality and professionalism.

When building up your own personal brand, it’s easy to get a little too self-promotional. That’s where the copywriting on your site can make a big difference.

On Ann Handley‘s personal website, she added bits of microcopy that show that despite her many accomplishments (like being a best-selling author and award-winning speaker), she still doesn’t take herself too seriously.

Check out her email subscription CTA, for example:

marketing copywriting, ann handley

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21.Pourri (formerly Poo-Pourri)

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Why we like it: Pourri is a fun brand that solves problems that people don‘t like to talk about because they’re often embarrassing.

With a fun name that’s based on home-freshening potpourri, their first product Poo-Pourri set out to reduce bathroom stink.

And their brand “Story of ~Pourri” explains this with humor:

marketing copywriting, pourri

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They‘ve expanded to de-stink personal, home, and pet odors, which Pourri’s delightfully fun homepage copy alludes to in a few places:

marketing copywriting, pourri

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By taking a playful approach to uncomfortable topics, Pourri’s copywriters do a great job of reducing stink stigma and creating a fun experience for customers.

And it’s not just the copy on the page that delights. Look at these product names:

marketing copywriting, pourri

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Unsurprisingly, the delightful copywriting carries through to the product descriptions as well:

Access now: Free Guide on how to build a consistent brand

22. R/GA

Why I like it: B2B companies aren’t typically known for being humorous. R/GA bucks that trend with hilarious hot takes via social media. This light approach makes them more relatable and helps build brand awareness.

I’ve been focusing a lot on site copy so far, so I wanted to check out some examples of excellent social media copywriting.

I know you all would like to see some more B2B examples in here, too, so I surfaced one of the best examples of the holy grail: X copy, from a B2B company, that’s funny. Behold, some recent highlights from the R/GA X account:

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And this one from Instagram, celebrating an award while also poking fun at themselves:

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23. HubSpot

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Why we like it: The engagement and 63 reposts of this LinkedIn post says a lot. As a small business owner, I can relate to every word of this social media copy. I don’t want to jump from one software to another, so summarizing my pain points in the first sentence gets HubSpot a pat on the back.

I also like how HubSpot used the “Before After Bridge” copywriting framework.

Before is the problem. After is the experience once the problem goes away. Bridge is the how to get to the solution. Here’s how this plays out in this post:

  • BeforeInstead of needing a million things to make one thing work, what if you had ✨one ✨ platform to make a million things work?
  • AfterAll your teams. All your data. All on one platform.
  • BridgeAnd that’s why you should use HubSpot.

24. Page Optimizer Pro

marketing copywriting, pop

Why we like it: Search engines like Google are not short of competitive sales ad copy. For example, when I searched for an alternative to Clearscope, I found Page Optimizer Pro (POP).

As a marketer, I know how these tools work and that makes it tougher for POP’s copy to convince me to try out their software. The claim about building “healthier” pages may be great for a non-marketer.

However, experience has taught me that this claim may be bogus because these tools function similarly. The next big claim is the “no costly link building.” I think this claim is out of place because even if you do the best optimization, you may still need backlinks to rank.

The part of the sales ad that caught my attention is the “7-day refund guarantee.”

As someone looking for an alternative to a similar tool, POP may be unclear about what’s driving my decision. So it makes sense that they are lowering the barrier to trying out their tool. Within 7 days, I can decide if this tool is right for me and switch to a paid plan if everything checks out.

25. Hugh James

Sales ad copywriting in Google1

Why we like it: About 3,600 people search for “mesothelioma lawyer” in the US every month. The high cost per click of $221.62 shows the term is highly competitive. With claims reaching up to $1 million, every conversion for this term will be a hit for a law firm. So it’s no surprise that Hugh James tries to make every word count in its sales ad copy.

If I needed a mesothelioma lawyer, I would pick my phone and dial Hugh James for lots of reasons. Using the word “specialist” makes me believe that this law firm specializes in mesothelioma cases.

I’d take a specialist over a generalist any day, especially when they tell me it is at no cost to you” — this removes the objection of “lawyers may be expensive.”

Elevating my hope of getting the highest level of compensation makes me trust Hugh James. The icing on the case is, I don’t think this is their first rodeo because they mentioned they are experts in dealing with mesothelioma “claims.”

26. CopyHackers

Sales page copywriting by Copyhackers

Why we like it: I like CopyHackers’ long-form sales page because it deviates from the norm of using mostly text. The beginning of the page has a bold subheading, followed by a video.

Several surveys and experiences have taught me that videos build trust. With this video, the audience knows what to expect from this page. What I like even more is that CopyHackers includes four video previews to give prospects a taste of their course.

Sales page copywriting by Copyhackers

But with all these, some prospects won’t bite. CopyHackers knows this, causing them to eliminate buyer hesitancy by allowing a 7-days risk-free trial of the course.

Sales page copywriting by Copyhackers

27. Digital Marketer

Sales page copywriting homepage Digital Marketer

Why we like it: The long-form sales page of the Digital Marketer is the epitome of excellent copy. I like their use of social proof by showcasing the number and type of companies that trust them.

Further down, the Digital Marketer posits a contrarian opinion about a common mantra in the e-commerce industry.

Sales page copywriting homepage Digital Marketer

If I were an e-commerce marketer, this would intrigue me because it disrupts what I thought I knew, compelling me to keep reading.

Reading more, I find the page is well-formatted, uses enough whitespace and bullet points, and includes a video of one the course creators. As mentioned before, videos build trust.

But what I like about this video is the copy that shows Scott Cunningham is an 8-figure e-commerce agency founder and instructor in the course. This can compel me to buy the course because I’d prefer to learn from a millionaire who has walked the path I want to tread on.

Sales page copywriting homepage Digital Marketer

Flex Your CopyWriting Muscles

Anyone can be a successful copywriter with the right brand voice — and a little editorial guidance along the way. Get inspiration from the brands above or start compiling your favorite examples.

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

Categories B2B

Mastering Writing Samples for Jobs: Insight and Tips From My 9-Month Job Hunt

Almost a year ago to the day, I found myself job hunting for the first time in a decade. It was unexpected. I didn’t have a current resume or a writing sample for job applications. Frankly, I was in over my head. And the market was ruthless.

If you’re reading this feeling the same way: There is light at the end of the tunnel.

→ Click here to access 5 free cover letter templates [Free Download]

Layoffs have been rampant in recent years, especially amid COVID-19 recovery. In the United States, unemployment sits at 4% — the highest rate in two years. But, at the same time, 270,000 jobs were created just last month. That includes the one meant for you.

An excellent writing sample can be the key to getting noticed. So, coming off my own nine-month job hunt (and now thankfully sitting in the position that gives me your eye today), I’m here to help.

Table of Contents

During my hunt, it wasn’t uncommon for a potential employer to ask for a writing sample.

I found that employers tend to request a writing sample in one of three ways:

  • A long-form answer to a question on the application form
  • 1-3 links to past work (or file attachments) on the application form
  • A written assignment I completed a few stages into the hiring process

As a seasoned content marketer, I also had an appendix to my resume with links to my writing samples by default. But this isn’t necessary for every industry.

Screenshot showing an example of what a resume may look like including writing samples, includes description of what each item is and a link.

Like a cover letter or a resume, a writing sample helps a company identify qualified candidates no matter what form it takes. However, it’s uniquely important because it shows your skills in action more effectively than the former.

Like the samples at a local ice cream shop, they’re a delicious taste of what’s to come from you and help people decide if they want more.

Sound intimidating? Don’t worry — Not every job will require a writing sample, but they are common for journalism, marketing, public relations, communications, and research positions.

Employers might also ask for a writing sample if the role involves writing and communicating important information internally.

What do employers look for in a writing sample?

Employers look for different things in a writing sample depending on the role and industry you’re applying for. But typically, they all evaluate for tone, style, content, grammar, spelling, and punctuation.

They also may read between the lines — dissecting the strategy or value you deliver as well as your justification of it.

Company knowledge and brand voice may come into play as well. While these can certainly be learned later on, it doesn’t hurt if a candidate grasps these things from the get-go.

Cover Letter vs. Writing Sample

But Ramona, why do I need a writing sample if I already have a cover letter?

Well, first off, I know many of you probably aren’t attaching cover letters to every job application.

GIF of cartoon character Bart Simpson pointing, laughing, and saying “busted!” as if catching someone in the act.

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(Note: A hiring director once told me they’d never read a cover letter that sounded like someone was actually waiting for the job they applied for before mine. So, don’t let anyone tell you they don’t get read. Our templates can help.)

Second, the two documents accomplish different things.

Yes, a cover letter can showcase your writing skills and share credentials — but it’s all talk. It’s an elevator pitch of why you think you should be hired. A writing sample is proof.

It’s where you actually “walk the walk” and show an example of the kind of work you will actually deliver if hired.

Why do you need a writing sample?

Of course, many job applications simply require a writing sample. But as daunting as it may be as a candidate, it’s equally beneficial.

Submitting a writing sample for a job is a valuable opportunity to make the case for your employment.

Don’t have that much experience? Not the strongest interviewer? Even if you have trouble articulating why you’re a good fit for a position verbally (sometimes it’s hard under pressure, I get it), a writing sample actually demonstrates your capabilities. It does the talking for you.

How long should a writing sample be?

I’m not one for a word count. I always say just write as much or as little as you need to do a topic justice — but that’s not practical when applying for a job.

Employers, especially today, tend to have mountains of applications and writing samples to review and very little time to do so. So, practice some restraint.

My current job required an 800-word writing sample, and this Chatty Cathy topped out at 813 (with, admittedly, much difficulty).

The general consensus agrees with this length.

Hanne Keiling for Indeed summarizes it well, “In most cases, your writing sample should be around 750 words or between one and two pages. Like your resume, employers have a limited amount of time to review your writing sample. A brief, impactful writing sample is better than a long, less impressive one.”

What to Submit for a Writing Sample

What you submit as a writing sample for job applications may vary depending on the position. Perhaps the employer may even specify what they’d like to see.

For example, if you’re applying to be a movie critic, they may ask to see a few of your published movie reviews. If you’re applying for head of communications, you’ll likely send press releases or examples of emails.

For this role, I was asked to write a blog article on a specific marketing topic (obviously).

Two pages of a writing sample about YouTube Affiliate marketing.

However, if the request is open-ended, here are some things you can consider including:

How to Choose What to Submit for a Writing Sample

Unless the employer requests something new, it’s best to lean into your existing work when submitting a writing sample.

Not only is this faster, but it also shows employers you have a history of good work. Not sure what you should submit for your next writing sample? Here are four things to consider.

1. The Position and Company

A writing sample for a job is only as good as its relevance. Study the job description thoroughly and think about any conversations you’ve had so far.

What skills are they looking for? What knowledge and experience do they want in a new hire? What do they have to accomplish? Choose writing samples that showcase these characteristics.

(Note: I remember a friend reviewing one of my writing samples for grammar before submitting and suggesting I cut a specific sentence for length. I didn’t listen. I kept it, knowing the hiring team mentioned certain criteria multiple times on previous calls. That sentence was called out and praised in a later interview.)

You also want to know the company’s brand, culture, and voice. Read their blog. Scroll through their social media. Check out their about us page, culture code, and media kit.

Screenshot showing HubSpot’s website for its Culture Code slide deck, available in six different variations and languages.

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Submitting a writing sample that aligns with these elements will be that much more likely to resonate with your audience and show that you understand the organization on a deeper level.

2. How the Piece Performed

Sometimes, great content doesn’t perform well. Think about the genius movies that were duds at the box office or the iconic albums that flopped when released. Sometimes it’s about timing, competition, or, let’s be real, the algorithmic overlords.

However, choosing a writing sample that has accomplished a relevant goal can do wonders in helping you stand out.

When choosing a writing sample to submit, ask yourself these questions:

  • What was the goal of this piece
  • Is it relevant to the position?
  • Did it accomplish the goal?
  • What qualitative or quantitative results can I share?

If a piece of writing was high-quality and successful, it’s a strong contender.

3. Your Strategy or Thought Process

When considering a writing sample, ask yourself if it was strategically strong. Was your thought process or approach to writing particularly smart or forward-thinking?

When you submit a writing sample for a job, employers usually ask about it later in the hiring process.

Even if a piece didn’t necessarily perform well, make a case for why it was still a smart play. That’s all that matters.

A good writing sample showcases the way you think in addition to your writing skills.

4. Your Passion

I mentioned that a writing sample can do the talking for you. But if you can talk about the sample passionately, that’s a huge plus.

Again, this depends on the role. But sometimes, if you can confidently explain the piece, it’s worth submitting. Discuss your strategy, motivations, inspiration, subtle nuances, or meanings.

Samples like these show more of you as a person than just a professional. And, for companies that emphasize culture and values, this can be very persuasive. Amazon is one such company.

Screenshot of an FAQ page from Amazon’s website, showing details about the company’s assessment process and emphasizing its leadership principles.

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Graphic sharing four things a great writing sample for a job accomplishes

If you must create a fresh writing sample, try not to overthink it. The criteria above still stands.

You want the sample you create to:

  • Be relevant to the job and company
  • Accomplish the goals of the assignment (or role)
  • Be strategic and thoughtful
  • Show your passion and personality

With this in mind, follow these five simple steps to write your writing sample for a job.

1. Understand the role and assignment.

Read the job description, the assignment from the employer (if given), as well as any notes you have from interviews. These are what your writing sample must reflect to move into the next round; your “goals,” if you will.

Pro Tip: Indeed and Glassdoor are other places you can also turn to to gain insight into qualities your potential employer may be looking for. Check out the company’s page on those or other job sites and sort through similar job titles to see what you can find.

2. Research the company and voice.

Dig into the background of the company as well as its brand, voice, and culture. These will shape how you should be writing your piece.

Pro Tip: Search for existing examples of the content you’re creating from the company. For instance, when I was writing a sample article for HubSpot, I read several on the Marketing Blog, so I knew what style they liked.

If you’re interviewing for a public relations job, see what press releases are out there. Think about the assignment and position in question and head to Google.

3. Outline your piece.

Once you know what you need to accomplish, take some time to outline your piece. Include your key talking points, important supporting details (always have data or facts to support your claims or suggestions), any related research, and requirements from the employer.

Pro Tip: Outlines are one place AI excels. If you’re having trouble getting your thoughts together, try our Free AI Content Writer to get started.

4. Write!

This is self-explanatory, but sit down and write! Write like your job depends on it — because, well, it does.

Pro Tip: When writing, I try to give myself enough time to “walk away” from a project. In other words, I get a messy first draft out and then come back to review and refine with fresh eyes later. If time permits, I recommend you do the same. It’s amazing what a brief break can do for quality.

5. Edit, edit, edit.

Even if you don’t have the time to step away from your writing sample and return to it, make sure you re-read it from beginning to end.

Look at it with a critical eye. Check for the skills and requirements outlined by the employer, as well as basics like grammar, punctuation, narrative, and flow.

This is your chance to add anything that’s missing or remove anything that’s distracting from your main point, so don’t skip it.

Pro Tip: Reread the piece out loud. This is something several of my teammates and I do, and it’s one of the easiest ways to find fluff.

Put your job hunt on the ‘write’ path.

Submitting a writing sample for a job can be nerve-wracking at first. You could have hundreds of amazing works to your name, but it’s all coming down to this one document. That’s a lot of pressure, but give yourself a moment to feel it — and then get to work.

Use the tips and steps I outlined in this article for your writing sample, and I assure you, the right job will find you. Just like mine did.

Professional Cover Letter Templates

Categories B2B

How to Get Sponsored on Instagram [What 500+ Social Media Marketers Are Looking For]

It’s no surprise you want to become a paid Instagram influencer, but the idea of getting your posts sponsored might seem laughable if you’re just posting pictures of your brunch instead of skydiving pictures in Australia.

 

But you’re probably more marketable than you think — as Instagram is a popular channel for influencers to partner with all kinds of businesses to post all kinds of content across topic areas for all types of influencers, from micro-influencers to viral celebrities.

I‘ve put this guide together to show you how to get brand deals on Instagram. Read on for actionable tips that’ll help you get your first deal.New Data: Instagram Engagement Report [Free Download]

Table of Contents:

Here’s more detail on each type of sponsored post.

Promoted Posts & Ads

Just like X (formerly Twitter), LinkedIn, and Facebook, Instagram comes with a native ad management platform.

Advertisers can use this tool to customize a target audience — using attributes like age, sex, location, and interests — and invest a specific amount of money to get their post in front of Instagrammers who identify with this audience.

The thing I’d like to note here is that the advertiser is making and publishing the post. They’re paying Instagram for the audience they want access to, but the post is theirs to create.

Paid Sponsorships

Conversely, paid sponsorships happen between a brand and an influencer on Instagram. The creator will have a brand and an audience relevant to the business.

I like to think of it as social media product placement. Just like a business might pay a TV show to have its brand of soda on the countertop in the series finale, it can also pay a person on Instagram to hold that same soda in a picture on their Instagram feed.

With the basics out of the way, let me walk you through how to start getting sponsorships.

1. Define your brand.

A niche determines the subject matter around which your content revolves. Do you want to post food and health-related content or focus on fashion? Whatever the case, it’s an important step in establishing your brand.

In addition to the type of content you post, branding has a lot to do with your overall aesthetic. How do you want to style your posts? What’s your messaging? To further solidify your brand, you might want to consider creating a cohesive feed theme (use these feeds for inspiration).

Beyond that, consistency is key. A good influencer’s posts are distinguishable and unique — a user flipping through their feed should be able to recognize the content as belonging to one influencer. After all, trust builds as a user continues to see the same type of content on an influencer’s profile.

Anthony Miyazaki, marketing consultant and professor of marketing at Florida International University, considers consistency one of the most important factors when assessing influencers for his clients.

Miyazaki often recommends his clients “seek out influencers who have maintained the same personality, vibe, tone, and style for at least 18 months.”

To further enhance the consistency of your brand, I recommend you connect your Instagram brand with any other online presence.

Creating a website with a similar aesthetic and messaging is a good way to do this. The more you unify your social media accounts, the easier it will be for brands to distinguish how you can help them.

Pro tip: If you have a website or other social media accounts, consider using Linktree to provide a menu of links to your other accounts. This way, you only have to share one link that provides users access to all your different accounts online. (Linktree offers a free and paid plan.)

2. Know your audience.

Up to 34% of social media marketers pick an influencer based on how much their audience engages with the content they post. The truth? You can only get the most engagement by understanding and fulfilling your audience’s needs.

If you understand your audience, you can also correctly identify which brands will succeed most from sponsoring you.

When I spoke to Rahul Vij, CEO of WebSpero Solutions, he stated a good connection between influencers and their audience is crucial for brands because “they want to partner with influencers who feel genuine and relatable to their target audience.”

As an example, Vij mentioned a campaign in which a fashion brand partnered with a micro-influencer focused on sustainable clothing.

He noted that the brand found them appealing because despite “not being a huge celebrity, the influencer had a super-engaged audience who loved their fashion hacks and commitment to eco-friendly practices.”

So, to strengthen your understanding of your audience, I recommend you start by gathering the basics:

  • What’s the gender, age, and geographical location of your core demographic?
  • Which of your posts do they like the best?
  • What times of day do they respond best to content, and what can you infer from this?

With this demographic information, you can start pitching partnerships to brands. After all, brands want to know who they can reach if they work with you.

And a proposal stating something akin to “You’ll be reaching thirty-something, working women, primarily from New York, who often use Instagram first thing in the morning and prefer fitness content” will undoubtedly hit harder than just saying, “You’ll be reaching women.”

Pro tip: You can tell what kind of content your audience likes by keeping an eye on how they engage with your posts. For instance, if a post has lots of likes, saves (bookmarks), and shares, it might mean they like that type of content.

3. Post consistently.

How frequently you post on social media will depend on several factors: how the platform works and the ecosystem on each platform you choose.

Posting frequently on Instagram is important to getting a brand sponsorship because it shows you maintain a presence on the platform.

That said, Instagram is algorithm-based, so a high frequency isn’t as defining a factor as sharing quality content, especially since the algorithm ensures that users don’t see too many posts from one single author at once.

Adam Mosseri, head of Instagram, suggests sharing a couple of in-feed posts per week and a couple of stories per day.

Pro tip: The best times to post on Instagram range from early afternoon to mid to late evening, specifically from 12 PM to 3 PM, 3 PM to 6 PM, and 6 PM to 9 PM. The best day to post is Saturday, and the worst is Monday.

However, I urge you to also look at your profile analytics and see when you get the most interactions and overall engagement to determine the best Instagram posting schedule for you.

4. Use hashtags and geotags.

Instagram hashtags make your content discoverable, so they’re necessary for growing your following. You can use up to 30 hashtags per post, but we recommend using an average of seven hashtags per post.

I also find it’s best to use hashtags that are as relevant to your content as possible and ensure they aren’t broken or banned.

Moreover, it‘s critical you choose hashtags that aren’t too broad. #Healthyliving, for instance, has over 20,000,000 posts, while #Healthylivingtips only has around 465,000. The less competition, the easier it will be for your content to get discovered.

When you peruse a hashtag’s page, you can also get a deeper sense of what types of content your post will be up against. #Healthylivingtips typically features posts with food recipes, so if your post is about cycling, using this hashtag might not be a good idea.

Location tags are equally important but for a different reason. Geotags can help people find you if they’re interested in a specific location. This helps you gain more followers and appeal to brands interested in reaching a particular demographic.

For instance, a boutique may see you often post fashion tips from the California area, and they‘re looking to appeal to people in that region — it’s a win-win.

Pro tip: I’ve found that using banned hashtags prevents your content from being shown to your audience. To avoid this pitfall, search for the hashtag you want to use on the explore page and open it. If there is a note about a community guideline violation, avoid it.

I also suggest using tools like MetaHashtags to check and remove banned hashtags from your hashtag list.

5. Tag brands in your posts.

Okay, now you‘re officially ready to begin reaching out to brands. You’ve defined your brand and audience and have created quality, authentic posts. Now, you should have a pretty good idea of what types of businesses would benefit from a partnership with you.

It‘s important to start small. If you’re interested in skincare, don‘t go straight for Estée Lauder. Instead, try tagging small skincare start-ups you’ve seen across Instagram in your posts.

When customers ask questions like “Where can I get one?” or “How much?” tag the brand. They will soon see you’ve proven yourself a suitable sales partner and may reach out.

Pro tip: You can tag brands in the photo/video, caption, or comments. My favorite method is using the comment section to repeatedly tag a brand while answering follower questions.

And with 28% of marketers stating that brand mentions are a key metric for measuring the effectiveness of an influencer campaign, you definitely want to get as many of those as you can.

Also, I suggest leveraging the power of hashtags while tagging brands to cast a wide net. Hashtags increase your content’s visibility to a new audience, which might help you get more brand mentions.

6. Include contact information in your bio.

Consider your bio a chance to signal your interest in becoming an influencer. Include an email or website so they can reach you, and include a media kit if possible.

For instance, @brittany_broski adds a Linktree link and includes her email in her bio.

Brittany Broski’s Instagram profile.

Furthermore, you should use a website or blog to expand on your brand and demonstrate your versatility. For instance, consider adding a press page to your website so brands can take a look at your services.

And once you start getting sponsored by brands, you can add them to this page so brands can see you have experience as an influencer.

Pro tip: I also recommend using your Story Highlights to convey any information you’d like sponsors to see about yourself. Whether it’s past brand collaborations or your rates, it’ll help potential sponsors decide faster.

7. Pitch paid sponsorships.

There’s nothing wrong with reaching out to brands and offering your services. In fact, this approach to getting sponsorships is my favorite. With the right pitch, you might be able to land some gigs without waiting for brands to find you.

Look for brands that clearly invest time and money into their Instagram presence. You can start by researching brands that are already sponsoring influencers in your niche or industry. And remember — it’s okay to start small. Working with smaller brands will allow you to build a portfolio.

Once you‘ve curated a list of brands that might want to partner with you, send them an email. In your pitch, clearly and briefly outline who you are, what you do, and any achievements you have in the field that make you an expert.

Then, explain why you’re a good fit for the brand and include data such as follower count and average engagement rate.

Alternatively, you might consider sending a brand a DM straight from Instagram. It‘s certainly more relevant to the job you’re vying for, but it might get lost if a brand receives hundreds of DMs a day.

Pro tip: Tiffany Knighten, founder of Brand Curators, says that DMs and email aren’t the only ways you can pitch to brands: “LinkedIn can be a great resource to find contacts who work directly for a brand. You can reach out to people in PR, marketing, or partnerships within the brand and send them a brief pitch along with your media kit.”

In addition to reaching out to brands on different channels, I recommend customizing your pitches to each brand’s individual needs. Doing this shows initiative and willingness to do the work that moves the needle for the brand.

8. Know your worth.

Make sure you know how much you’ll charge when brands contact you or before you pitch your platform. Marketers typically pay between $501 and $10K for nano, micro, and macro influencers, with $10K+ budgets reserved for mostly mega influencers.

While you‘ll want to have a minimum set, you can negotiate to encourage brands to pay more. Perhaps for $300, you’ll throw in five Instagram Story posts and a link in your bio to their website for 24 hours. You can use other Instagram features to sweeten the deal. As you grow, you’ll be able to charge more.

Pro tip: There’s no doubt knowing your worth is essential. However, fixating on money can have downsides.

Amelia Munday, marketing specialist at Custom Neon, explains that “being overly aggressive on compensation without considering the partnership’s collaborative nature can also sour deals. Influencers should approach negotiations as a mutual partnership rather than a one-sided benefit.”

With 52% of businesses leveraging Instagram marketing, there are plenty of opportunities for you to get sponsorships. And this is especially true if you consider that you now have access to tools like the Instagram Creator Marketplace.

Initially rolled out in 2022, the Creator Marketplace’s explicit purpose is connecting influencers and brands on Instagram. That means the platform puts the spotlight on you, so all you have to do is prepare to make the best of it.

Here’s how.

1. Activate your creator account.

The Creator Marketplace is a public tool, meaning you and I can access it as long as we have Instagram accounts. But it’s still being rolled out, so you must meet the following eligibility criteria to join for now:

2. Optimize your profile for discovery.

After activating your account, you can start optimizing your profile to make it more discoverable by brands.

Adding your interests enhances your discoverability by brands.

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My suggestion? Be as thorough as humanly possible. The more details and labels you provide for what you do, the higher the chances that brands will find you.

Here’s how brands may search for influencers like you while using the discovery feature:

  • Using keywords or hashtags. By searching “fashion” or “#designer,” brands can see posts from influencers in the fashion industry. Therefore, if I wanted to appear in these searches, I’d use more keywords and hashtags specific to that niche.
  • Using filters. Brands can also refine their results using filters such as age, gender, location, interests, and follower count. This is where having a solid idea of who your Instagram followers are comes in handy.
  • Following recommendations. Instagram recommends influencers to brands based on how relevant their content is to them. It analyzes factors like the content type you post, your interests, and the brands you work with.
  • Browsing categories. Sometimes, brands will simply want to find all the creators in a specific category. So, make sure to choose the right category when switching to a professional account.

3. Set up a portfolio.

Set up a portfolio to provide brands with an overview of yourself.

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Up to 25% of social media marketers believe that working with influencers will become more important in 2024. For me, this is enough reason to package myself well so that when brands come knocking, they’ll find me ready to unleash my creativity on their businesses.

The portfolio feature does a great job of showing off your experience. I use it to show potential partners who I am, what I’ve worked on, and my previous partnerships. That way, I can let brands know that I’m capable of meeting their expectations.

4. Keep an eye on the Partnership Messaging inbox.

Partnership messages streamline your communication with brands.

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Once you get discovered, brands can invite you to take part in their projects. Projects allow brands to specify their needs (e.g., the kinds of content they expect from creators, posting frequency, and when they expect you to post).

When brands send these projects directly to you, they land in your partnership inbox — a separate folder in your primary inbox dedicated to communication with brands.

I personally think this feature is a great time-saver if you, like me, have experienced dozens to hundreds of DMs from your followers daily. Not to mention, it helps you avoid the risk of losing business by missing the message in the first place.

That said, I would keep an eye out for brand invitations to projects because they usually have expiration dates and can also work on a first-come-first-serve basis. So, when an invitation comes through, make sure to respond promptly to create a great first impression and capitalize on limited opportunities.

5. Browse projects.

Browse projects and show interest in the ones you like.

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We‘ve talked about how brands can create projects and send them directly to creators they wish to work with. But there’s more to it. Brands can also make those projects publicly available to any creator on the marketplace.

As the creator, you can browse projects and indicate interest in the ones you‘d like to work on by tapping the “I’m interested” button. So you don’t have to sit and wait for brands to approach you.

What‘s more, you can show interest in joining multiple projects simultaneously. This feature is particularly useful for creators who are just starting out to find their first deal — I’d be scrolling and smashing that “I’m interested” button, personally.

Using #ad and #spon Hashtags

Brands have come under fire in the past for working with influencers but not making it clear that the influencers were paid to share content.

Department store Lord & Taylor, for instance, settled charges with the FTC in 2016 after paying 50 influencers to wear a dress in their posts without hashtagging #sponsorship or #ad.

Instagram prefers that influencers mark paid sponsorships as paid partnerships so their audiences know the intention behind the post. It‘s critical your followers know if you’re getting paid to promote a product. Ethics aside, it could destroy your account‘s credibility if you’re caught, and you could lose everything you’ve worked hard to build — namely, an authentic, trusting community.

In 2017, Instagram released a paid partnership feature to combat this issue. If you tag a brand in a post and the brand confirms the relationship, the ad will be marked at the top with a “paid partnership” label. This also helps the brand gather data regarding how well the campaign is performing.

If you truly don’t want to post #ad or #spon, there are some ways around it. For instance, Airbnb created the hashtag #Airbnb_partner to signal a paid partnership without using the word “ad.”

When in doubt, adhere to Instagram‘s policies. You can read Instagram’s branded content policies in full here.

How to Disclose Paid Partnerships on Instagram

It’s a best practice to disclose paid partnerships to followers so they know that you and your partner will profit from the engagement you bring them.

Here’s how you can easily disclose partnerships with brands for Feed, Stories, Live, Reels, and videos.

Note: This feature is only available for business and creator accounts, and the steps are the same for desktop and mobile devices.

Add a Paid Partnership Label to Instagram Feed Posts

  1. Upload your content and add your preferred caption and any filters or effects, then tap “Next.”
  2. Tap “Advanced settings.”
  3. Toggle the “Add paid partnership label” option underneath Branded content.
  4. Tap “Add brand partners” to search for the brand and add them to your post. You can add up to two brands.
  5. Optional: If your agreement with the brand allows them to use your content to run ads, toggle “Allow brand partner to promote” on.
  6. Tap “Done” to post your content.

Add a Paid Partnership Label to Instagram Stories

  1. Once you’ve uploaded the story and added elements like text or a filter, tap the tag icon at the top of the screen.
  2. Tap “Add paid partnership label.”
  3. Tap “Add brand partners” and search for the brand you’re working with. You can add up to two brands.
  4. Optional: If your agreement with the brand allows them to use your content to run ads, toggle “Allow brand partners to promote” on.
  5. Tap “Done” to post your Story.

Add a Paid Partnership Label to Instagram Reels

  1. After you’ve uploaded your Reel and edited it to your choosing, tap “Next.”
  2. Tap “Advanced Settings.”
  3. Toggle “Add paid partnership label” into the on position.
  4. Tap “Add brand partners” and search for the brand you’re working with. You can add up to two brands.
  5. Tap “Done” to post your Reel.

The post below shows the Paid Partnership label in a sponsored Reel from Yes Williamsburg.

Screenshot of Instagram post from Yes Williamsburg with paid partnership tag

Add a Paid Partnership Label to Instagram Live

Note: When you’re Live, you can only tag brands you have approval from

  1. When you go live, tap “Details.”
  2. Tap “Add brand partners” and search for the brand you’re working with to add a tag to your Live.

Things to Consider Before Accepting an Instagram Sponsorship

Congrats on getting to this stage! Now that you have one or more brands lined up, I suggest you consider the following before accepting the deal(s):

1. The brand’s audience.

The most important thing to do is make sure your connection to the brand is there, which is why working with brands in your niche is important.

For example, if you’re a fitness influencer, it would make sense to partner with athletic wear companies or local fitness studios, but it wouldn’t make much sense to partner with a travel agency.

So, research the brand and look at its Instagram presence, the type of content shared, and the audience that engages with its content to see if it aligns with your brand and interests.

Pro tip: Sponsor’s goals aside, Munday says, “Instagram influencers should consider whether the brand fits their personal brand and ethos. They must think about the preferences of their audience and whether or not their followers will gain from the partnership.”

Your followers make you who you are, so it’s only fair to prioritize their needs before accepting an Instagram sponsorship. I recommend leaving deals that misalign with their interests or needs on the table.

2. A brand’s partnership eligibility requirements.

Brands have eligibility requirements when they partner with influencers, so you should always review their criteria to ensure you meet their qualifications and that their capabilities don’t have unrealistic expectations for you and your processes.

3. The fine print of your contracts.

Protecting your content and ensuring the brand won’t misuse it is essential. You can read the fine print of your contract and partnership to see exactly how brands will use your content, and you can register for a DCMA account to make sure it’s protected by copyright law and can’t be misused.

Pro tip: According to Rex Huxford, director of demand generation at MD Clarity, one of the most common mistakes that green influencers make when they’re getting started is not setting an end date for their content usage.

Huxford recommends “setting a contract in writing outlining how long brands can use your content, where they can use it, and how they can repurpose it. You might not want them to have access to the content indefinitely, especially if your following blows up later.”

4. Instagram’s partner monetization policies and guidelines.

To use Instagram’s Monetization and Promotional tools on Instagram, you have to meet a few specific requirements. You must:

  • Reside in a country where monetization and promotional tools are available.
  • Adhere to and comply with all community guidelines.
  • Comply with content monetization policies.
  • Refrain from sharing misinformation.
  • Only monetize authentic engagement (you can’t monetize artificial views or engagement).
  • Comply with payment terms.
  • Must have an authentic presence.

You should also be familiar with rules and laws created by the Federal Trade Commission (or the equivalent in your country). Not complying with requirements and being transparent can cause significant legal issues and may make it harder for you to engage in partnerships in the future.

5. The type of content you can monetize.

All content that helps creators and publishers earn must follow specific rules:

  • You can’t monetize static videos, static image polls, slideshows of images, looping videos, text montages, or embedded ads.
  • You can’t monetize engagement bait, where you incentivize people to click a link or respond to a post through likes or comments, soliciting engagement.
  • You can’t monetize content that is misinformation, misleading medical information, unoriginal content, or drugs.

6. Payment amount and payment terms.

It’s always important to evaluate the offers to make sure you’re compensated fairly and in alignment with your rate, partnership requirements (like how much content you share), and the effort you put in to create the content.

If payment doesn’t align with your level of work, you have the right to negotiate a rate that matches what you’ll have to do, or you can step away if they don’t compensate you against your rate.

Pros and Cons of Instagram Sponsorships

Pros

  • Building trust. Working with reputable brands can build your credibility with your viewers and audience because you work with a source they know, and the trust builds even higher if you recommend a product or service they purchase that positively impacts their life.
  • Expanding your reach. Partnering with a brand expands your reach to your partners’ audience, helping you grow your awareness and draw in new followers eager to hear from you.
  • Monetization. Partnering with brands can help you monetize your platform and get paid for the posts or campaigns you run and are already an expert at creating.

Cons

  • Loss of authenticity. Sponsored content can feel inauthentic to viewers, especially if the content seems too sales-y. Since consumers usually prefer authentic content over all else, they may be skeptical of your ads.
  • Legal issues. If you don’t comply with legal requirements and Instagram’s content monetization and sponsorship requirements, you risk non-compliance and losing the ability to use the Instagram feature or even the platform.
  • Time-consuming. Sponsored partnerships can require a lot of time and effort to coordinate and create content, which can detract from your other content creation efforts.

Over to You

Getting sponsored on Instagram can be challenging — it takes time, effort, and perseverance. But if you work hard to differentiate yourself in the industry and connect on a personal level with your followers, it can be extraordinarily rewarding.

Editor’s note: This post was originally published in July 2023 and has been updated for comprehensiveness.

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Categories B2B

The Outside-the-Box Marketing Techniques Behind Red Bull’s $16 Billion Success

Dietrich Mateschitz, the founder of Red Bull, is one of my marketing heroes. Not only is he a brilliant business person but he is an absolute genius of marketing strategy. Here’s why.

The story of Red Bull isn’t just the story of a successful beverage; it’s the story of pioneering marketing principles and relentless product differentiation.

Download Now: Free State of Marketing Report [Updated for 2024]

Dietrich Mateschitz, the founder of Red Bull, came across a little-known energy drink in Thailand and transformed it into a global phenomenon.

By creating a distinct product with a unique design and a powerful tagline, “Red Bull gives you wings,” Dietrich ensured the brand was instantly recognizable, leading it to become one of the most successful businesses in the world.

He leveraged owned media, took bold ownership stakes in cultural trends, and used unconventional marketing tactics to generate buzz and word-of-mouth. His commitment to brand consistency and differentiation not only set Red Bull apart from competitors but also built a loyal customer base and a $16 billion empire.

Outside-the-Box Marketing Ideas from Red Bull

As discussed in a recent episode of Marketing Against the Grain, here are some of the most innovative strategies that fueled Red Bull’s success that can also apply to your own business.

Embracing — and Encouraging — Rumors to Generate Buzz

One of the most unconventional strategies Red Bull applied to promote brand awareness was encouraging and perpetuating rumors about the product (which I imagine would drive most CEOs nuts).

For example, Dietrich intentionally remained vague about the ingredients in Red Bull, leading to wild speculations that it contained bizarre ingredients like bull testicles. Instead of quashing these bizarre rumors, he leaned into them, even dedicating pages on Red Bull’s website to subtly add fuel to the fire.

This strategy played into human curiosity, where mystery drove rabid interest and desire. By not confirming or denying the rumors, Red Bull kept people talking and guessing, which ultimately enticed consumers to try the product for themselves.

Dietrich knew that apathy was the worst thing that you could have as a business. By constantly finding ways to keep people interested in Red Bull, he activated the brand to keep it at the forefront of consumers’ minds.

Leveraging FOMO to Capture Consumer Interest

Red Bull excels in leveraging scarcity tactics to create a sense of exclusivity and urgency. For example, when Red Bull was first approved for distribution in England, Dietrich knew he needed to attract the public’s attention — and quickly.

So he had his team place empty Red Bull cans in trash bins all around London, creating the illusion that the drink was incredibly popular.

This social proof tactic played on the psychology of passersby, who would see the empty cans and think, “If so many people are drinking this, it must be worth trying.”

Making potential customers feel like they were missing out helped drive initial consumer adoption and build a loyal customer base — not to mention increasing brand visibility and perceived popularity without the need for expensive advertising campaigns.

Extreme Profit Reinvestment to Drive Long-Term Gains

Dietrich’s deep belief in the power of marketing is a key reason why I consider him a marketing genius.

For example, he was so committed to building a remarkable brand and believed so absolutely in core marketing strategies that he opted to reinvest profits back into marketing efforts, rather than taking meaningful cash out of the business for over 20 years.

This long-term strategy resulted in massive dividends in the form of hundreds of millions of dollars annually.

One of my favorite case studies on this is how Red Bull organizes and finances extreme sports events, spending their marketing budget to professionally film and broadcast them. They then offer this footage for free to TV networks to fill their airwaves.

This incentive-based strategy secures valuable airtime for Red Bull without the costs of traditional advertising.

While competitors were buying 30-second ad spots, Red Bull was likely investing the same amount of money in a completely different way — but enjoying hours of global television exposure reaching millions as a result.

Honing Brand Consistency and Product Differentiation to Drive Longevity

The tagline “Red Bull gives you wings” has been a cornerstone of Red Bull’s branding since Dietrich received a middle-of-the-night call from his friend at the advertising agency.

This tagline was not just a catchy phrase but a reflection of the brand’s ethos and commitment to helping consumers push their limits and achieve extraordinary feats, enabling Red Bull to build a strong, recognizable brand that resonated deeply with its target audience.

This consistency also extended to their product packaging, with the slim, tall can becoming instantly recognizable and synonymous with the brand. Dietrich understood the importance of being fundamentally different to stand out.

He designed the Red Bull can to be skinnier and taller, rather than the short, stocky design typical of other beverages, ensuring their product was visually identifiable on shelves.

This strategic differentiation, much like James Dyson’s approach with his vacuum cleaners, helped Red Bull carve out a unique space in the market, building strong brand recognition and loyalty.

Riding (Counterintuitive) Waves to Drive Rapid Growth

Dietrich’s marketing genius also lies in his ability to identify and ride macro trends to drive business success.

This strategy aligns with Charlie Munger’s ‘wave to surf’ metaphor, where companies capitalize on larger market opportunities to propel their own growth. In Dietrich’s case, he didn’t just find one wave to surf; he found three counterintuitive waves.

First, Red Bull tapped into the extreme sports wave, recognizing the growing popularity of adrenaline-fueled activities. Simultaneously, they capitalized on the emerging energy drink wave, creating a new category of beverages at a time when there were few established competitors.

Finally, Dietrich leveraged the owned media wave by buying a soccer team, hosting sporting events, and even sending a man into outer space. These bold moves garnered massive attention and distinguished Red Bull from its competitors, solidifying its position as an industry leader.

For an in-depth analysis on Red Bull’s marketing plays, check out the full episode of Marketing Against the Grain below:

This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.

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