Category Archives: B2B

As marketers, we crave data.

Each day, our analytics platforms help us define who our audience is, measure how well we’re tracking them, and determine what strategies we should take on next.

And, if an analytics platform is free or affordable to use, that’s an even bigger bonus to teams in SMBs or startups.

That’s why many marketers were caught off-guard when Facebook announced that it will be sunsetting its free Facebook Analytics tool on June 30th.

But, while Facebook’s announcement might seem a bit scary, it might only impact a small number of businesses.

“Even though this tool is going away, we continue to invest in measurement products that provide insights and data analysis capabilities,” the short Facebook announcement said. 

Below, we’ll explain why Facebook’s removing its Analytics feature, why you might not need to panic, and alternatives you can use to get similar data about your audiences.

Why Facebook is Sunsetting Analytics

Facebook Analytics launched in 2018 as a free alternative to platforms like Google Analytics (GA). On top of tracking all your Facebook Business Page data in one place, users could also create and embed Facebook tracking pixels on their websites to see how audiences behaved and what their customer journey looked like.

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Facebook Analytics could also give brands a look at your Facebook page’s details and audience demographics to help brands better inform their strategies.

Because much of the information shown on Facebook Analytics can now be found through other competitive and affordable data platforms — as well as Facebook’s Insights, Business Suite, Ads Manager, and Events Manager — Facebook decided to discontinue Analytics in an effort to consolidate its tools.

While Facebook hasn’t said if online privacy trends were a factor in its decision, the pivot comes at a time when Google and Apple have already begun to limit data tracking through the planned phase-out of third-party cookies and Apple’s recent IOS 14.5 opt-in requirements for mobile app tracking.

Because of the ongoing moves towards data privacy, it seems that Facebook could also prevent future data concerns with the streamlining of nearly extraneous Analytics tools.

How Marketers Can Prepare

Until June 30, brands can still access Facebook Analytics and download reports of all the data they might need.

To export data into a CSV file from Facebook Analytics on your desktop, click the [share icon] in the top-right corner of each chart or table,” Facebook advises. 

Aside from downloading data, brands that used the tool should also consider alternatives that can highlight similar data. Although Facebook Analytics was a helpful tool for some businesses looking for free or cheap platforms, there are affordable alternatives that can help you track your customer’s journey from social media to on-site conversion.

Below is just a quick list of Facebook Analytics alternatives to consider.

Facebook Analytics Alternatives

Free Tools

Facebook Business Suite

Once Facebook Analytics is no more, Facebook will encourage Business Page admins to use its Business Suite, which allows users to connect and track multiple Instagram and Facebook Business Pages at once.

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At the moment, Facebook Business Suite is still rolling out and might not be available for some admins just yet. However, the tools below can help you fill your data gaps as you wait.

Facebook Insights

Facebook Insights is an analytics dashboard where you can track business page user behavior and post performance. You can also see insights like page views, post reach for paid and organic posts, and competitor page data.

If you have a Facebook Business Page, you’ve probably used Facebook Insights to gather data that can fuel your social media tactics. Luckily, Facebook says Insights won’t be impacted by the removal of Facebook Analytics.

To learn more about Facebook Insights if you’ve never used it before, check out this blog post.

Facebook Ads and Events Managers

Facebook Ads Manager and Facebook Events Manager help you launch and track ads and website conversion events attached to your Facebook Business Page.

While Ads Manager lets you view, edit, and track your Facebook campaigns, ads, and ad sets, Events Manager lets you use Facebook’s pixel and Conversions API to track and report on actions visitors take on your website, app, or even in your physical store. To use Events Manager, you’ll need to add the Facebook Pixel code to your website to make it trackable. Instructions for this can be found on Facebook’s business knowledge base.

Paid Tools

HubSpot

HubSpot’s Social Media Management Software not only enables you to link and share posts on your Facebook account, but you can also track conversions and other engagements.

HubSpot’s social media tools can help you understand which of your marketing tactics are working best among your audience, determine how your marketing efforts are impacting your bottom line, see if your campaigns result in more paid or organic social media sessions, and learn about your search engine optimization (SEO)-related ROI.

Additionally, if your website is built on HubSpot’s CMS or has a HubSpot tracking code installed, you can track site conversions, traffic, and traffic sources to learn more about where your audiences are coming from and what they engage with.

Google Analytics

While Google Analytics is often seen as a high-end analytics tool, it certainly has a lot of great features that have helped marketers around the globe to transform their strategy.

While it will likely take a bit of onboarding and training for your team GA allows you to see traffic patterns, traffic sources, visitor demographics, and visitor behavior among a plethora of other helpful insights.

For a crash course on Google Analytics with photos, check out this Ultimate Guide.

Navigating Data Software Shifts

As the world evolves towards more online privacy and streamlined technology, Facebook probably isn’t the only platform that will change or evolve in years to come.

As a modern marketer, it’s important to know when to invest in new analytics platforms, alternatives, or workarounds if the tools you use are no longer relevant.

For tips on developing effective data-driven strategies, download the free resource below.

Whether your marketing position requires you to send invoices to clients, track website analytics, or create budget and expense reports, you’ve undoubtedly found yourself working with spreadsheets in some form.

And if you’re anything like me, those spreadsheets can feel frustratingly tedious when you’re under a time crunch.

Every marketer faces different challenges. Although we typically share similar goals, some teams are stuck on hiring top talent, while others are having trouble finding the right technology for their needs.

Whatever the case may be, there’s always at least one area you can improve to turn your marketing into an even more effective revenue generator. 

But marketing is often fast-paced, so it can be difficult to identify which areas you’ll want to develop to facilitate stronger growth in 2021 and beyond. For that reason, it’s important to pause for a moment and reflect on the biggest challenges marketers feel they’re going to face this year.

Why? Because problems are much easier to tackle once you’ve correctly identified them. 

So … what’s happening in 2021?

Below, let’s review the current global marketing issues impacting the industry, according to marketing experts.

Biggest Marketing Challenges [New Data]

To start, I surveyed over 120 marketers to gauge the biggest challenges affecting the industry as a whole. 

By far, “Generating traffic and leads” was marked by nearly half as the biggest challenge marketers are facing this year. 

This challenge was followed by 21% who said “providing ROI for your marketing activities” was their biggest challenge. 

“Delivering an account-based marketing strategy” (8%), “securing enough budget” (6%), and “managing your website” (5%) were the other three notable challenges marketers feel they’re facing in 2021. 

It’s important to note, a few other marketers marked “targeting content for an international audience”, “training your team”, and “hiring top talent” as their top challenge … but these three challenges were marked by less than 3% of the respondent pool, so they’re less statistically significant. 

Let’s dive into these in more detail, along with expert tips to combat these challenges, next. 

1. Generating Traffic and Leads

Generating enough traffic and leads is the top global marketing challenge in 2021, according to the data mentioned above.

HubSpot’s new State of Marketing report supports this — in fact, “Generating more leads” is the top priority of marketers in 2021. 

Why It’s a Challenge

John Lee, Head of Evangelism at Microsoft Advertising, believes that generating leads will be a particularly big challenge for marketers in 2021. He told me, “Getting quality traffic isn’t a challenge today, and likely won’t be tomorrow. There has been growth in search and content marketing in 2021. New channels continue to surface and show promise, too (TikTok or audio chat rooms anyone?).”

“Through the 2nd half of 2021 and beyond, the challenges will lie elsewhere – maintain and growing leads or sales, tracking and scaling, etc.”

Lee adds, “‘Sea change’ is the phrase that comes to mind for the state of digital marketing today. Change in the realm of privacy, identity, and changes to cookies. Change in the form of lost data clarity (will cookie-based conversion tracking continue to work, GA4, access to search queries, etc.). And all of this sits within the context of change to how and where we work and economies in flux as the world continues to move through the pandemic.”

Fortunately, privacy changes doesn’t mean the end of generating leads — it simply means learning how to re-think strategy. As Lee told me, “To weather this storm of change, marketers need to be vigilant in monitoring and understanding industry-wide acceptance of privacy protocols and updates to search, social, and display/native platforms (consumer-side and marketing/advertising-side). And last, but not least — lean into the power of peer support and networking for sharing best practices and learning.”

Additionally, marketers are struggling with producing enough demand for their content. And as the years progress and competition stiffens, this will only become truer. With so many options of platforms for marketers to publish their content and even more ways to promote it, it’s hard to know where to focus your efforts.

What Can You Do?

When it comes to creating content that produces enough traffic and leads, marketers should ask themselves two questions: Are you truly creating high-quality content — the type of content people would pay for? And, do you know the type of content your audience actually wants?

For instance, when asked how they’d most like to learn about a product or service in 2021, 69% said they’d prefer to watch a short video over a text-based article, infographic, or ebook. This means, if most of your product-related content is in ebook format, you could be missing out on the majority of consumers who prefer video.

Additionally, the length of videos produced by businesses is increasing. In fact, the number of videos in the 30-60 minute category grew 140% in 2021, compared to 2019 — suggesting that long-form video content is becoming a more popular option for companies. 

To ensure you’re creating content that resonates best with your audience, you’ll want to refer to analytics often. Use effective tools to properly track the types of content that performs best with your audience to generate more leads in 2021. 

Additionally, once you know you’re creating the type of content your audience wants, the focus shifts to promoting it in a way that makes your audience take notice.

More than ever before, people are being flooded with content. Consumers don’t have to use a search engine to find answers. Instead, articles fill their news feed or buzz in their pocket via mobile notifications. To keep up, consider exploring alternate distribution methods — like social media or podcasting — to increase brand awareness. 

2. Providing the ROI of Your Marketing Activities

Measuring the ROI (return on investment) of your marketing activities has remained a top marketing challenge globally year-over-year.

In fact, when asked how confident marketers are when making budgeting decisions to invest in programs that influence revenue, roughly half (48%) said they were only somewhat confident.

It continues to be a vital way for marketers to understand the effectiveness of each particular marketing campaign or piece of content.

Plus, proving ROI often goes hand-in-hand with making an argument to increase budget: No ROI tracking, no demonstrable ROI. No ROI, no budget.

Why It’s a Challenge

Although return on investment is a crucial stat that shows your campaigns success or progress, tracking the ROI of every single marketing activity isn’t always easy, especially if you don’t have two-way communication between your marketing activities and sales reports.

What Can You Do?

Providing ROI often comes down to using effective analytics measurement tools. For instance, Beautiful.ai Director of Marketing Kim Giroux told me, “Marketers are constantly challenged to illustrate the ROI of their efforts and 2021 is no exception. Proving ROI doesn’t always have to mean extra work or effort though. In fact, certain technologies bake ROI into existing work processes.”

Giroux adds, “Take presentation software, for instance. Savvy marketers today can create and use pitch decks with built-in presentation analytics that offer real-time data — such as how much time was spent viewing individual slides. Armed with these insights, marketers can better gauge stakeholder interest, inform their strategies, and adjust their campaigns.”

Christina Mautz, CMO of Moz, believes measuring ROI comes down to redefining the marketing process as a whole. She told me, “My biggest challenge, and one all marketers face in providing ROI, is the prospect of meeting traditional KPIs in the modern workspace.”

Mautz says, “Instead of leads and trade show success, marketing wins are now largely digital: engaging prospects and generating more clicks, downloads, and page visits.”

CMO of Moz Christina Mautz says, “To better measure marketing progress, we have to redefine the marketing process, encouraging collaboration with sales and reaching KPIs together.”

“For example, statistics such as page visits per sale or rising higher in the search engine results page (SERP) give marketers and SEOs tangible evidence as to how their work is meeting their ROI. New buying patterns and a customer-centric world require a divergence from the old, but measuring ROI will look far different than it did before and some leaders may not understand how or why.”

When it comes to providing ROI, there’s a strong case to be made for dedicating time and resources to establishing links between marketing activities and sales results. This means using both marketing software (like HubSpot) and a CRM solution (like HubSpot’s free CRM), and then tying them together to close the loop between your marketing and sales efforts with a service-level agreement (SLA). That way, you can directly see how many leads and customers are generated through your marketing activities.

3. Securing Enough Budget

How can you create a winning marketing campaign without a budget? The truth is, it’s pretty hard. But, even when you have a great, revenue-generating idea, you still usually need to get your budget approved by a higher-up.

Particularly in the aftermath of the global pandemic, some companies don’t have the means to increase marketing budgets in 2021. As a result, marketers are faced with the challenge of achieving high levels of growth with minimal financial support. 

Why It’s a Challenge

Securing more budget is a pressing challenge for marketing globally. And often, getting more budget is easier said than done — especially for smaller organizations that aren’t working with sizable or flexible marketing spend.

But the key to securing more money for your team might not be that complex. Here’s what you can do.

What Can You Do?

The key to unlocking budget lies in being able to prove the ROI of your marketing efforts. According to our report, organizations that can calculate ROI are more likely to receive higher budgets.

Again, success with inbound marketing also plays a large role in driving higher budgets. Effective strategies obviously produce results and make a strong case for increasing budget. But remember, inbound marketing is a long game. If you get off to a slow start, you shouldn’t back off — in fact, you might consider doubling down.

To learn more about how to understand and leverage marketing ROI, check out this simple guide.

4. Managing Your Website

In 2021, 64% of companies are investing in website upgrades. 

Although managing a website is consistently a challenge to marketers, it seems to be growing less threatening. In the data mentioned above, only 5% of marketers listed “managing your website” as a top challenge. 

Why It’s Still a Challenge

Chances are, your website’s performance is high on your list of priorities — particularly since website speed and performance plays a major role in your website’s SEO ranking. It’s an asset that works around the clock to draw in visitors, convert them, and help you hit your goals.

Issues with website management include a variety of different factors, from writing and optimizing the content to designing beautiful webpages. Here are a few things marketers can do to deal with this challenge.

What Can You Do?

First, try HubSpot’s free website grader to determine how your website stacks up on key metrics including SEO, mobile, and security performance — and how you can improve it. 

If your primary challenge with managing a website has to do with the skills and resources you have available, you aren’t alone. This is especially true for small companies who don’t have all the talent in-house required to cover content, optimization, design, and back-end website management.

One solution? Hire freelancers and agency partners. To find freelancers, we recommend:

• Tapping into your personal and professional network by posting on LinkedIn, Facebook, and other social networks with a description of what you’re looking for.
• Browsing freelance writers and designers based on their portfolios and areas of interest. For writers, check out Zerys and Contently. For designers, check out Behance & Elance.
• Browsing HubSpot’s Services Marketplace, which lists a wide variety of designers from partner companies and agencies we’ve deemed credible.

Overall, you can make website management easier on your team by hosting your website on a platform that integrates all your marketing channels like HubSpot’s COS.

Finally, for the projects you want to keep in-house, here is a list of ebooks and guides that might be helpful to your team:

• Run a Website Grader report
• Ebook: Website Redesign Guide
• Ebook: 77 Brilliant Homepage Design Examples
• Ebook: How to Design and Optimize Landing Pages
• Blog: 27 Ways to Drive Traffic to Your Website
• Ebook: The Ultimate Workbook for Redesigning Your Website
• Ebook: The Marketer’s Guide to Mobile

5. Targeting Content for an International Audience

Targeting is a key component of all aspects of marketing.

With 65% of marketers currently marketing internationally, and at least one-third of marketers planning to initiate an international strategy in 2021, it’s important to have an international strategy.

To be more effective at targeting, one of the first things any marketer needs do is identify their buyer personas to determine to whom they should be marketing.

Why It’s a Challenge

If you’re expanding internationally, it can be a big challenge not only to figure out the best ways to market to an international audience, but also how to to organize and optimize your site for different countries.

Here are a few other top challenges when marketing internationally: 

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What Can You Do?

Download our free ebook, The Global Marketing Playbook. There are some really helpful tips in there that’ll help give you some direction on global marketing, including how to identify your top three growth markets, how to explore local trends, and tips on choosing the best localization providers.

Additionally, when marketing to a new region, the most common tactic marketers use is to shift their product offering.

Remember, your website visitors might speak a plethora of different languages and live in totally different time zones.

To make your content appealing to a wide audience, you’ll need to keep your global visitors top-of-mind when creating all your content. This means being aware of seasonal references, translating units of measure and monetary references, and giving translators the tools and permissions to customize and adapt content for a specific audience when they need to.

When in doubt, solve for local or cultural challenges by hiring locally. With a newly hybrid workforce, physical location is no longer a limit to who you can hire. 

Finally, be sure you’re optimizing your website for international visitors, too. For more SEO-related tips and resources on global marketing expansion, take a look at How SEO is Different Around the World, According to HubSpot Content Strategists.

6. Training Your Team

As companies scale and technologies continue to evolve, training your team will become a greater challenge for marketers.

Why It’s a Challenge

Whether it’s training them on the concepts and tools they’ll be using every day or making sure they’re achieving their full potential, the struggle is real across the board.

To combat this, I’ll share some tips I’ve used during my trainings to make sure the concepts and tool tips stick and have a lasting effect on your team and your marketing.

What Can You Do?

To get an overall idea of where your team stands, take a few minutes to assess each of your team members’ marketing strengths and weaknesses, levels of expertise, and passion/commitment to your company.

Then, objectively rate the priority (or level of importance) of their expertise and their contribution to bottom line objectives (ROI) to date. Here’s a simple assessment tool from Lean Labs to help you evaluate your team so you can figure out who needs recognition and who needs coaching.

You also might consider requiring your team members to rack up some online marketing certification. HubSpot Academy, for example, offers certifications, documentation, and training programs to help people master the basics of inbound marketing. Google also offers training and certifications on analytics with their online Analytics Academy.

What about new hire training, specifically? We recommend creating a training plan for new team members. Here at HubSpot, each new marketer is given a document to lay out specific goals and help new hires demonstrate their effectiveness. To create your own 30, 60, or 90 day plan for new hires, take a look at The 30-60-90 Day Plan: Your Guide for Mastering a New Job [Template + Example]. 

7. Hiring Top Talent

Hiring top talent is another challenge marketers commonly report experiencing.

Why It’s a Challenge

Many companies are shifting more resources to inbound marketing, which means higher and higher demand for top marketing talent. But supply simply isn’t keeping up. From sourcing the right candidates to evaluating for the right skills, finding the perfect person could take months … or more.

What’s more, the type of marketing talent companies are looking for is changing, too. According to a 2020 report from LinkedIn, employers are seeking marketers with soft creative skill sets as well as hard technical skills. And the quick rate at which the demand for these jobs are rising has caused a marketing skills gap, “making it difficult to find candidates with the technical, creative, and business proficiencies needed to succeed in digital marketing.”

What Can You Do?

Stefanie Grieser, co-founder of Shine Bootcamp, a professional speaker accelerator for women, understands the challenge of hiring top talent.

She told me, “When I talk to high-growth companies or marketing agencies (and the marketers running those teams), I’ve found that hiring not only top talent, but diverse top talent is extremely challenging. In fact, I was just having a conversation with an agency owner who hires SEO and paid marketers, and he told me, ‘Hiring is still the biggest challenge we face.'”

In 2021, hiring talent can be incredibly difficult — particularly as more companies become competitive with 4-day work weeks, transparent salaries on job descriptions, and the adoption of remote work, which enables companies to hire anywhere.

Fortunately, Grieser provided me with a few tips for employers to stand out from the crowd. She told me, “My suggestion here is for marketers to invest heavily in their employer brand for the long-term. Just like you need to market your product, you also need to dedicate resources, time and energy into marketing your company as an employer.”

Grieser adds, “I would suggest Diversity Tech Co, Tech Ladies, and Girlboss as go-to resources to post jobs. These organizations are run by incredible individuals who really care about diversity, equity, inclusion and intersectionality. I’m also seeing niche communities and job boards pop up. For marketers specifically, I would post your open roles here: Dave Gerhardt Marketing Group, Hey Marketers, and Superpath (which is focused on content marketers specifically).”

While it might seem random to discuss employer branding in a post about marketing challenges, it isn’t — since it’s often the marketing team that cultivates a strong employer brand.

As Grieser points out, “Airbnb has an Engineering and Data Science blog, Intercom has an Instagram dedicated to their design team, and Dooly posts short, LinkedIn posts (see an example here) interviewing their fun team with a few fun hashtags #doolydreamteam and #meetadooligan.”

“Guess who leads this initiative? The marketing team. Think about how you and your team can showcase your work and your team’s work. I won’t try to assume that employer brand falls solely in your court, but as a marketer, you have natural skills that will lend themselves to marketing the company as whole.”

LinkedIn data from 2020 shows that 87% of active and passive job candidates will consider new job opportunities. Additionally, the number one reason candidates will consider or accept a job is career growth. This means that job listings and a company culture that offers employees a plan for growth will see the most interest from talent.

8. Delivering an Account-Based Marketing Strategy

Account-based marketing (ABM) is a new trend, which is a growth strategy in which marketing and sales collaborate to create a personalized buying experience for an identified set of accounts.

However, interestingly, the most common challenge with ABM is delivering a personalized experience.

Why It’s a Challenge

Currently, there isn’t a lot of software that’s focused on account-based marketing. Many companies that are implementing ABM strategies are using manual methods, which means some accounts are getting lost in the cracks.

However, marketers strongly agree that personalized content (56%) and advanced data management (43%) are keys to ABM’s success.

What Can You Do?

To deliver a more personalized experience, you should use a software that helps you combine your sales and marketing information.

For example, HubSpot’s ABM software help unite your marketing and sales teams with collaborative, intuitive ABM tools that create seamless buying experiences for your highest-value accounts.

This software can enable collaboration among teams and personalize content.

Additionally, HubSpot’s software has account-level targeting added to the LinkedIn Ads integration, giving you the ability to target companies by target account status or tier, and contacts or subsets of contacts at target accounts.

The account overview sidebar, the ABM playbook for sales reps, and a native integration to link your HubSpot and LinkedIn Sales Navigator accounts, help further deepen your relationships with people over time, helping build more authentic connections with stakeholders within each account.

Does your company face any of these marketing issues?

A thorough analysis of your marketing strategy and its current performance will help you discover where your biggest marketing opportunity lies. This will allow you to focus on improving the areas that need the most attention, so you can start making your marketing far more effective.

If you’re faced with a challenge and want ideas on how to best tackle it, you can always consider getting some help by any of the various types of marketing training that are available.

Editor’s Note: This post was originally published in November 2012 and has been updated for freshness and comprehensiveness.

I have some bad news — your email marketing contact database degrades over time.

Your contacts’ email addresses change as they move from one company to another, opt-out of your email communication, or abandon an address they only used to fill out forms on websites.

As a marketer, it’s your job to make sure you’re constantly adding fresh contacts to your email lists so you can continue generating growth. While purchasing emails is an option, it’s not always the best way to go about this.

In this post, discover high-quality strategies to help you grow your email list to ensure that you have a large audience of subscribers eager to hear what you have to say and likely to make purchases and contribute to your business growth.

Sometimes called subscriber lists, email lists can get smaller if members unsubscribe and grow as you continue to collect more and more addresses through lead generation.

If you’re not working on building your email list already, or you’ve run out of ideas on how to do so, here are 39 simple ways to grow your email list. Please note that, with these methods, it’s essential to allow people to opt-in to receiving additional emails from your company, as some may not be interested.

39 Creative List Building Techniques

How To Grow Your Email List Using Email

1. Create unique email content.

Want to retain your current subscribers and have them help you grow your list? Create unique email content. If your emails are entertaining, informative, and valuable, recipients will always look forward to receiving them and will be more likely to forward them to their networks. This helps you gain exposure and obtain additional subscribers.

2. Encourage subscribers to share and forward your emails.

Include social sharing buttons and an “Email to a Friend” button on your marketing emails. By doing this, you’ll gain access to recipients’ friends, colleagues, and networks to expand your contact list. At the bottom of your emails, include a “Subscribe” CTA as a simple text-based link so that the people receiving the forwarded emails can easily opt-in too.

3. Segment your email lists by buyer persona.

Email recipients are more likely to click through emails that cater to their specific interests, so using varying types of email subscriptions to send targeted content to different segments of your audience is worth considering.

If you create multiple targeted subscriber types, you’ll increase the chance that visitors will subscribe to one of them. In fact, marketers who used segmented campaigns noted as much as a 760% increase in revenue.

4. Reinvigorate a stale email list with an opt-in campaign.

Do you have an older list that you suspect is mostly decayed? Create an engaging opt-in message and send it to your old list and encourage contacts to re-opt in if they’d like to, but also promising to remove all contacts who don’t respond.

Though it may seem counterintuitive to remove folks from your email list to grow them, emailing contacts that you know are engaged can improve your deliverability and increase the odds of your email being shared with those outside your current database.

5. Add an opt-in link to your employees’ signatures.

Hyperlinked email signatures can lead people to a landing page where they can sign up for your mailing list. Plus, if you’re already in a natural email conversation with them, subscribing to more emails can be a natural next step.

How To Grow Your Email List With New Content

6. Create a new lead-generation offer.

Create a new gated lead-generation offer, like a free ebook, and host it on a landing page that asks visitors to provide their email to download it.

7. Create a free online tool or resource that requires sign-up.

Free online tools make your users’ lives easier, especially if all they have to do is sign up with their email address. For example, we’ve created quite a few free tools, like Website Grader, to gather email addresses.

8. Create additional bonus content.

Not all gated content is worth it to a website visitor. Sometimes, to gain their interest, you need to give them free content first. You can begin with a blog post that offers beginner advice on a subject, then offer additional bonus content with more advanced tips that they can access by submitting their email address via a landing page.

How To Grow Your Email List Using Social Media

9. Promote an online contest.

Use your social media accounts to host a free giveaway that requires contact information to enter. You can encourage your followers to click through to your website and sign up using their email addresses.

10. Promote a lead gen offer on Twitter.

Create a Twitter campaign to promote an ebook or free resource to your followers that requires using an email address to redeem.

11. Use Pinterest to promote gated visual content.

Pinterest plays host to visual content that encourages visitors to sign up to see more content. Use this to your advantage, and promote your gated visual content on the platform, so users are eager to learn more from you and submit their email to get more high-quality information.

Featured Resource: 12 Pinterest Templates for Business

Download These Templates for Free

How To Grow Your Email List Using Facebook

12. Make your email newsletter the theme of your profile cover photo.

Your Facebook profile cover photos are a great place to call attention to something specific, especially your email newsletter. If you create a high-quality graphic that highlights and calls attention to its value, you can entice users to submit their email to gain further benefit from the content you offer.

Featured Resource: Five Free Facebook Cover Photo Templates

 

Get These Customizable Templates

If you do this, you should also consider leveraging our next tip, making it easy for users to seamlessly submit their emails once you’ve attracted their attention.

13. Add a call-to-action button to the top of your Business’s Facebook page.

The value of this list-building technique is in the destination: add a CTA button to your Facebook page that links users to your sign-up landing page or a gated featured resource that requires email access. We added CTAs to our HubSpot Academy Facebook page, as displayed in the image below.

Image Source

In addition, placing a sign-up CTA button within your profile makes it easier for users, as they won’t need to leave Facebook and go to your site — they simply click the link, and you take them there.

Here’s a guide from Facebook on how to add one to your profile.

14. Share newsletter previews on your profile.

Creating a Facebook post that showcases a snippet of your email newsletter is a great way to attract your audiences and entice them to join your email list. They’ll get a preview of what you have to offer, become eager to learn more, and sign up to continue generating value from your business. Within this post, you can include a link to your sign-up page for easy and quick sign-up.

15. Promote content through Facebook that requires an email address to access.

Promote content in your Facebook posts that encourage email submission to access. This content can be something like a gated ebook, joining a giveaway or contest, or even saying that email subscribers get early access to new products.

Be sure to add social sharing buttons to your landing and thank-you pages to encourage your leads to share within their networks.

How To Grow Your Email List Using YouTube

16. Add engagement features to your YouTube videos.

End screens, also called video outros, are a tool that YouTube offers creators to direct viewers to take additional action after finishing a video, like clicking on a link to your website or watching another video on your channel. As they are used to generate further engagement from your viewers, it’s worth considering adding hyperlinks to your sign-up landing page in your end cards to grow your email list.

This tip is beneficial if you have created an informative video with mostly surface-level content. A more advanced view is provided in a gated offer or your email newsletter.

17. Use your header and images to promote your email newsletter.

Capture leads by placing a link to your sign-up landing page in your channel header. This image is front and center on your profile, and if your banner is eye-catching, well designed, and calls attention to your content offer, users will be drawn to it, which places the CTA link in their direct line of sight.

The red arrow in the image below points to a CTA on the HubSpot Academy YouTube page that leads users to a course enrollment offer that requires an email to sign up.

18. Promote your emails in your video descriptions.

Your YouTube video descriptions talk about the content within your videos, so viewers know what they’re about to watch. Each of your descriptions will likely contain unique elements, but it’s worth plugging your email sign-up landing page link within each of them.

This tip can be especially useful if you create how-to style videos, and you can entice users to sign up for more informative content and instruction by clicking the link in your description.

Featured Resource: 7 YouTube Description Templates [Free Prompts]

Download These Customizable Prompts

How To Grow Your Email List Using Instagram

19. Add a call to action to your Instagram bio.

Your Instagram bio is a great place to share information with your audience, like a CTA that calls attention to your email list and a link to your sign-up form.

Your CTA text should entice users by explaining the benefit they get from signing up, like obtaining bonus info, access to exclusive offers, or a general business newsletter. Placing the link directly in your bio also reduces customer effort, as they can simply click and sign up in a pop-up window within the app.

20. Share posts that lead users to click the call-to-action email link in your bio.

While you may not share posts that outright say “Give us your email,” you can certainly see success from sharing posts that entice users to share their contact info.

For example, you can advertise a giveaway and let users know that they can enter by clicking the link in your bio and submitting their email addresses. In another case, if you post an informative video about how to use your products, you can entice users to sign up because your emails will offer more informational content about how to use your products.

21. Use the swipe-up feature to share your landing page.

If you have an Instagram Business profile and more than 10k followers, you can add a clickable link to your Stories that users can access by swiping up on the story.

This feature is an excellent opportunity to share a link to your sign-up page or another offer on your site that collects email addresses in exchange for value, like a free trial. You can also use this feature to link to something like an informative blog post with a lead generation offer that your audience will be excited to sign up for.

Featured Resource: 8 Instagram Story Templates

Download These Free Templates

22. Add an email button to your business profile.

A more direct way to get user emails is to add an email button to your business page. This tool is primarily used for service needs so that customers can reach out to you for support inquiries. Still, it gives you the opportunity for further lead nurturing by asking if customers want to opt-in to receiving more emails.

Here’s a guide on how to add one to your profile.

How To Grow Your Email List Using LinkedIn

23. Send readers to a landing page for email sign-up.

After having conversations on LinkedIn, you can share links to your sign-up pages. You’re allowing users to continue the interaction you’ve just had, as your email will provide them with further high-quality information and content related to your business.  

You can send these links in InMail messages, comment threads, and personal 1:1 direct messages.

24. Post about your email newsletter.

If you have an email newsletter, you can post snippets of its content on LinkedIn and let users know that, if they sign up, they’ll get access to the entire piece and every newsletter from there on out.

25. Publish links to gated offers.

When you share a post on LinkedIn that contains high-quality information your audience can benefit from, round it out by encouraging users to sign up for your email list. If what you’ve said has resonated with them, they’ll recognize that receiving emails from you will give them additional access to the high-quality content you offer.

You can also do this in appropriate and relevant LinkedIn group discussions — just be mindful of the topic being discussed to ensure your offer is a welcome addition to the conversation.

How To Grow Your Email List On Your Website

26. Ask website visitors for feedback

People enjoy offering feedback on information that pertains to them. On your site pages, include a form that asks visitors what questions they might have about your business, and collect email addresses to follow up with them.

27. Shorten the length of your lead-capturing forms

It’s tempting to collect as much information on a user as possible right away, but adding too many fields to your landing pages and lead-capturing forms can drive people away. Reduce the length of your forms to just two to three fields — you can collect more information from them once you start a conversation.

28. Link to offers across your website that capture email signups

Create CTAs that link to your offers across your website that captures email sign-ups. Some key places to consider include your website’s homepage, your ‘About Us’ page, and your ‘Contact Us’ page.

29. A/B test different campaign copy

You might be doing all the right things to generate leads — landing pages, gated content, contests, and more, but not seeing the success you’re looking for. The problem may be that the design or copy itself isn’t driving the engagement you need.

A/B test different aspects of your list-building campaigns with different versions of the same content. This includes the call-to-action text, the color of the gated offer, and even where these sign-up forms are placed on your website. Sometimes a small change can drive hundreds more conversions.  

Featured Resource: The Complete A/B Testing Kit

Download the Free Kit

30. Create a blog that readers can subscribe to.

If you don’t already blog, you should. Blog posts help you increase your ranking on search engines and generate blog subscribers to upgrade to more actionable email campaigns over time.

31. Guest blog for other websites and share a call-to-action.

There are many websites and publishers out there that cater to your audience — and larger portions of it. Guest blogging for these websites helps you expand your contact list through exposure to a new audience.

When you create guest blogging content, include a CTA for readers to subscribe to your sites’ blog or email newsletter.

32. Include customer reviews on your sign-up landing pages.

It’s one thing for you to tell people to sign up for a campaign, but it’s another thing for your happiest customers to say it too. Customer reviews are the social proof that encourages people to join in on something, and you should publish these reviews on your website, especially landing pages with sign-up forms. Including reviews will add genuine value to your content when people are on the fence about submitting contact information.

How To Grow Your Email List With a Partner

33. Run a promotion on a partner website or email newsletter.

Similar to guest blogging, partner websites can help you target a new audience. Use this partner source to direct visitors to your website, where you’re already sharing sign-up forms.

34. Host a co-marketing offer with a partner.

Creating an ebook or webinar with a partner can split up the work of content creation and allow you to share the audience of a similar business. After you release your content, split the leads you generate with your partner.

Creating an ebook or webinar with a partner can split up the work of content creation and allow you to share the audience of a similar business. If the content is gated, you’ll collect email addresses from a new audience for nurturing.

How To Grow Your Email List With Traditional Marketing

35. Collect email addresses at a trade show.

Offline events like trade shows are highly anticipated growth opportunities for professionals in your industry. Demo your latest product at an appropriate conference and collect signups in person.

Once you’re back at the office, import these signups into your contact database, and be sure to send a welcome email that confirms their opt-in to your list.

36. Host your own offline, in-person events.

Meetups, seminars, hackathons, educational panels, and your conferences place you front and center of a networking event. Those who attend are often more qualified to be contacted because they came to your event. Take the opportunity to collect email addresses from attendees, and send a welcome email and encourage opt-in.

37. Host an online webinar.

Webinars are the perfect opportunity to talk about your industry and access the audience of thought leaders that you may want to present with. The best part? Webinars are normally registered for via email, so you have audience emails to add to your list for further nurturing upon registration.

38. Add QR codes to your display ad.

Incorporate a QR code into your print marketing collateral that people can scan for more information on the printer content. You can set it so that your codes require email addresses to access additional content so that you can grow your list.

39. Collect emails in-store.

If you have a brick-and-mortar store where you interact with customers face-to-face, launch a store membership that they can sign up for via email at the register. You can create an email campaign designated to walk-in customers, which can help you keep in touch and reward loyalty to your product.

The examples above are all things you can do to increase your business’s email list. The best way to do so is to leverage multiple strategies on this list, helping you reach your audiences from a wide variety of angles and increase the chances of growing your list.

As you grow your email list with fresh, opt-in contacts, you’ll be able to nurture them with middle-of-the-funnel offers that allow you to convert early-stage leads into sales-ready leads.

When you’re sifting through your News Feed, what tends to catch your attention? More likely than not, it’s YouTube videos, pictures, animated GIFs, and other visual content, right?

While text-based content is always important when seeking answers to a question, creating visuals such as infographics, charts, graphs, animated GIFs, and other shareable images can do wonders for catching your readers’ attention and enhancing your article or report.

I know what you might be thinking: “I don’t know how to design awesome visuals. I’m not creative.”

Hi. I’m Bethany, and I will be the first to tell you that I’m not naturally artistic. And yet, I found a strength in data visualization at HubSpot, where I’ve spent most of my days creating infographics and other visuals for blog posts.

So, while I wouldn’t say I’m naturally artistic, I have learned how to create compelling visual content. So can you.

And you can do this by learning color theory. Consider this your introductory course, and we’ll be covering the following topics:

• What Is Color Theory?
• Why Is Color Theory Important in Web Design?
• Color Theory 101
• Additive & Subtractive Color Theory
• The Meaning of Color
• The Seven Color Schemes
• How to Choose a Color Scheme
• Color Tools

What is color theory?

Color theory is the basis for the primary rules and guidelines that surround color and its use in creating aesthetically pleasing visuals. By understanding color theory basics, you can begin to parse the logical structure of color for yourself to create and use color palettes more strategically. The result means evoking a particular emotion, vibe, or aesthetic.

While there are many tools out there to help even the most inartistic of us to create compelling visuals, graphic design tasks require a little more background knowledge on design principles.

Take selecting the right color combination, for instance. It’s something that might seem easy at first but when you’re staring down a color wheel, you’re going to wish you had some information on what you’re looking at. Understanding how colors work together, the impact they can have on mood and emotion, and how they change the look and feel of your website is critical to help you stand out from the crowd — for the right reasons.

From effective CTAs to sales conversions and marketing efforts, the right color choice can highlight specific sections of your website, make it easier for users to navigate, or give them a sense of familiarity from the first moment they click through.

But it’s not enough to simply select colors and hope for the best — from color theory to moods and schemes, finding the right HTML color codes, and identifying web-accessible colors for products and websites, the more you know about using color, the better your chances are for success.

Read on for our designer’s guide to color theory, color wheels, and color schemes for your site.

Color Theory 101

Let’s first go back to high school art class to discuss the basics of color.

Remember hearing about primary, secondary, and tertiary colors? They’re pretty important if you want to understand, well, everything else about color.

Primary Colors

Primary colors are those you can’t create by combining two or more other colors together. They’re a lot like prime numbers, which can’t be created by multiplying two other numbers together.

There are three primary colors:

• Red
• Yellow
• Blue

Think of primary colors as your parent colors, anchoring your design in a general color scheme. Any one or combination of these colors can give your brand guardrails when you move to explore other shades, tones, and tints (we’ll talk about those in just a minute).

When designing or even painting with primary colors, don’t feel restricted to just the three primary colors listed above. Orange isn’t a primary color, for example, but brands can certainly use orange as their dominant color (as we at HubSpot know this quite well).

Knowing which primary colors create orange is your ticket to identifying colors that might go well with orange — given the right shade, tone, or tint. This brings us to our next type of color …

Secondary Colors

Secondary colors are the colors that are formed by combining any two of the three primary colors listed above. Check out the color theory model above — see how each secondary color is supported by two of the three primary colors?

There are three secondary colors: orange, purple, and green. You can create each one using two of the three primary colors. Here are the general rules of secondary color creation:

• Red + Yellow = Orange
• Blue + Red = Purple
• Yellow + Blue = Green

Keep in mind that the color mixtures above only work if you use the purest form of each primary color. This pure form is known as a color’s hue, and you’ll see how these hues compare to the variants underneath each color in the color wheel below.

Tertiary Colors

Tertiary colors are created when you mix a primary color with a secondary color.

From here, color gets a little more complicated, and if you want to learn how the experts choose color in their design, you’ve got to first understand all the other components of color.

The most important component of tertiary colors is that not every primary color can match with a secondary color to create a tertiary color. For example, red can’t mix in harmony with green, and blue can’t mix in harmony with orange — both mixtures would result in a slightly brown color (unless of course, that’s what you’re looking for).

Instead, tertiary colors are created when a primary color mixes with a secondary color that comes next to it on the color wheel below. There are six tertiary colors that fit this requirement:

• Red + Purple = Red-Purple (magenta)
• Red + Orange = Red-Orange (vermillion)
• Blue + Purple = Blue-Purple (violet)
• Blue + Green = Blue-Green (teal)
• Yellow + Orange = Yellow-Orange (amber)
• Yellow + Green = Yellow-Green (chartreuse)

The Color Theory Wheel

Okay, great. So now you know what the “main” colors are, but you and I both know that choosing color combinations, especially on a computer, involves a much wider range than 12 basic colors.

This is the impetus behind the color wheel, a circle graph that charts each primary, secondary, and tertiary color — as well as their respective hues, tints, tones, and shades. Visualizing colors in this way helps you choose color schemes by showing you how each color relates to the color that comes next to it on a rainbow color scale. (As you probably know, the colors of a rainbow, in order, are red, orange, yellow, green, blue, indigo, and violet.)

When choosing colors for a color scheme, the color wheel gives you opportunities to create brighter, lighter, softer, and darker colors by mixing white, black, and gray with the original colors. These mixes create the color variants described below:

Hue

Hue is pretty much synonymous with what we actually mean when we said the word “color.” All of the primary and secondary colors, for instance, are “hues.”

Hues are important to remember when combining two primary colors to create a secondary color. If you don’t use the hues of the two primary colors you’re mixing together, you won’t generate the hue of the secondary color. This is because a hue has the fewest other colors inside it. By mixing two primary colors that carry other tints, tones, and shades inside them, you’re technically adding more than two colors to the mixture — making your final color dependent on the compatibility of more than two colors.

If you were to mix the hues of red and blue together, for instance, you’d get purple, right? But mix a tint of red with the hue of blue, and you’ll get a slightly tinted purple in return.

Shade

You may recognize the term “shade” because it’s used quite often to refer to light and dark versions of the same hue. But actually, a shade is technically the color that you get when you add black to any given hue. The various “shades” just refer to how much black you’re adding.

Tint

A tint is the opposite of a shade, but people don’t often distinguish between a color’s shade and a color’s tint. You get a different tint when you add white to a color. So, a color can have a range of both shades and tints.

Tone (or Saturation)

You can also add both white and black to a color to create a tone. Tone and saturation essentially mean the same thing, but most people will use saturation if they’re talking about colors being created for digital images. Tone will be used more often for painting.

With the basics covered, let’s dive into something a little more complicated — like additive and subtractive color theory.

Additive & Subtractive Color Theory

If you’ve ever played around with color on any computer program, you’ve probably seen a module that listed RGB or CMYK colors with some numbers next to the letters.

Ever wondered what those letters mean?

CMYK

CMYK stands for Cyan, Magenta, Yellow, Key (Black). Those also happen to be the colors listed on your ink cartridges for your printer. That’s no coincidence.

CMYK is the subtractive color model. It’s called that because you have to subtract colors to get to white. That means the opposite is true — the more colors you add, the closer you get to black. Confusing, right?

Think about printing on a piece of paper. When you first put a sheet in the printer, you’re typically printing on a white piece of paper. By adding color, you’re blocking the white wavelengths from getting through.

Then, let’s say you were to put that printed piece of paper back into the printer, and print something on it again. You’ll notice the areas that have been printed on twice will have colors closer to black.

I find it easier to think about CMYK in terms of its corresponding numbers. CMYK works on a scale of 0 to 100. If C=100, M=100, Y=100, and K=100, you end up with black. But, if all four colors equal 0, you end up with true white.

RGB

RGB color models, on the other hand, are designed for electronic displays, including computers.

RGB stands for Red, Green, Blue, and is based on the additive color model of light waves. This means, the more color you add, the closer you get to white. For computers, RGB is created using scales from 0 to 255. So, black would be R=0, G=0, and B=0. White would be R=255, G=255, and B=255.

When you’re creating color on a computer, your color module will usually list both RGB and CMYK numbers. In practice, you can use either one to find colors, and the other color model will adjust accordingly.

However, many web programs will only give you the RGB values or a HEX code (the code assigned to color for CSS and HTML). So, if you’re designing digital images or for web design, RGB is probably your best bet for choosing colors.

You can always convert the design to CMYK and make adjustments should you ever need it for printed materials.

The Meaning of Color

Along with varying visual impact, different colors also carry different emotional symbolism.

• Red — typically associated with power, passion, or energy, and can help encourage action on your site
• Orange — joy and enthusiasm, making it a good choice for positive messaging
• Yellow — happiness and intellect, but be wary of overuse
• Green — often connected to growth or ambition, green can help give the sense that your brand is on the rise
• Blue — tranquility and confidence, depending on the shade — lighter shades provide a sense of peace, darker colors are more confident
• Purple — luxury or creativity, especially when used deliberately and sparingly on your site
• Black — power and mystery, and using this color can help create necessary negative space
• White — safety and innocence, making it a great choice to help streamline your site

Worth noting? Different audiences may perceive colors differently. The meanings listed above are common for North American audiences, but if your brand moves into other parts of the world, it’s a good idea to research how users will perceive particular colors. For example, while red typically symbolizes passion or power in the United States, it’s considered a color of mourning in South Africa.

While it’s possible to create your website using a combination of every color under the rainbow, chances are the final product won’t look great. Thankfully, color experts and designers have identified seven common color schemes to help jumpstart your creative process.

Let’s examine each in more detail.

1. Monochromatic

Monochromatic color schemes use a single color with varying shades and tints to produce a consistent look and feel. Although it lacks color contrast, it often ends up looking very clean and polished. It also allows you to easily change the darkness and lightness of your colors.

Monochromatic color schemes are often used for charts and graphs when creating high contrast isn’t necessary.

Check out all the monochromatic colors that fall under the red hue, a primary color.

2. Analogous

Analogous color schemes are formed by pairing one main color with the two colors directly next to it on the color wheel. You can also add two additional colors (which are found next to the two outside colors) if you want to use a five-color scheme instead of just three colors.

Analogous structures do not create themes with high contrasting colors, so they’re typically used to create a softer, less contrasting design. For example, you could use an analogous structure to create a color scheme with autumn or spring colors.

This color scheme is great for creating warmer (red, oranges, and yellows) or cooler (purples, blues, and greens) color palettes like the one below.

Analogous schemes are often used to design images rather than infographics or bar charts as all of the elements blend together nicely.

3. Complementary

You may have guessed it, but a complementary color scheme is based on the use of two colors directly across from each other on the color wheel and relevant tints of those colors.

The complementary color scheme provides the greatest amount of color contrast. Because of this, you should be careful about how you use the complementary colors in a scheme.

It’s best to use one color predominantly and use the second color as accents in your design. The complementary color scheme is also great for charts and graphs. High contrast helps you highlight important points and takeaways.

4. Split Complementary

A split complementary scheme includes one dominant color and the two colors directly adjacent to the dominant color’s complement. This creates a more nuanced color palette than a complementary color scheme while still retaining the benefits of contrasting colors.

The split complementary color scheme can be difficult to balance because unlike analogous or monochromatic color schemes, the colors used all provide contrast (similar to the complementary scheme).

The positive and negative aspect of the split complementary color model is that you can use any two colors in the scheme and get great contrast … but that also means it can also be tricky to find the right balance between the colors. As a result, you may end up playing around with this one a bit more to find the right combination of contrast.

5. Triadic

Triadic color schemes offer high contrasting color schemes while retaining the same tone. Triadic color schemes are created by choosing three colors that are equally placed in lines around the color wheel.

Triad color schemes are useful for creating high contrast between each color in a design, but they can also seem overpowering if all of your colors are chosen on the same point in a line around the color wheel.

To subdue some of your colors in a triadic scheme, you can choose one dominant color and use the others sparingly, or simply subdue the other two colors by choosing a softer tint.

The triadic color scheme looks great in graphics like bar or pie charts because it offers the contrast you need to create comparisons.

6. Square

The square color scheme uses four colors equidistant from each other on the color wheel to create a square or diamond shape. While this evenly-spaced color scheme provides substantial contrast to your design, it’s a good idea to select one dominant color rather than trying to balance all four.

Image Source

Square color schemes are great for creating interest across your web designs. Not sure where to start? Pick your favorite color and work from there to see if this scheme suits your brand or website. It’s also a good idea to try square schemes against both black and white backgrounds to find the best fit.

Image Source

7. Rectangle

Also called the tetradic color scheme, the rectangle approach is similar to its square counterpart but offers a more subtle approach to color selection. 

Image Source

As you can see in the diagram above, while the blue and red shades are quite bold, the green and orange on the other side of the rectangle are more muted, in turn helping the bolder shades stand out.

Image Source

No matter which color scheme you choose, keep in mind what your graphic needs. If you need to create contrast, then choose a color scheme that gives you that. On the other hand, if you just need to find the best “versions” of certain colors, then play around with the monochromatic color scheme to find the perfect shades and tints.

Remember, if you build a color scheme with five colors, that doesn’t mean you have to use all five. Sometimes just choosing two colors from a color scheme looks much better than cramming all five colors together in one graphic.

1. Prioritize the user experience, first.

Before you add color to your website, app, product, or packaging, get the basic design downpat in greyscale.

This lets you focus on what matters most: User experience. Instead of focusing on the color scheme of your overall site or the hue of specific buttons or links, make sure everything works like it’s supposed to. Make sure links aren’t broken, product pages are up-to-date and email opt-ins are ready to go.

Here’s why: Even the best-looking website or product with perfect color selection won’t be enough to keep visitors if they can’t find what they’re looking for.

2. Leverage natural inspiration.

Once your site operations are solid, it’s time to start selecting colors.

Not sure what looks good? Take a look outside. Nature is the best example of colors that complement each other — from the green stems and bright blooms of flowering plants to azure skies and white clouds, you can’t go wrong pulling context from natural colors and combinations.

3. Set a mood for your color scheme.

With a few color choices in mind, consider the mood you want your color scheme to set. If passion and energy are your priorities, lean more toward red or brighter yellows. If you’re looking to create a feeling of peace or tranquility, trend toward lighter blues and greens.

It’s also worth thinking negatively. This is because negative space — in either black or white — can help keep your design from feeling too cluttered with color.

4. Consider color context.

It’s also worth considering how colors are perceived in contrast.

In the image below, the middle of each of the circles is the same size, shape, and color. The only thing that changes is the background color.

Yet, the middle circles appear softer or brighter depending on the contrasting color behind it. You may even notice movement or depth changes just based on one color change.

This is because the way in which we use two colors together changes how we perceive it. So, when you’re choosing colors for your graphic designs, think about how much contrast you want throughout the design.

For instance, if you were creating a simple bar chart, would you want a dark background with dark bars? Probably not. You’d most likely want to create a contrast between your bars and the background itself since you want your viewers to focus on the bars, not the background.

5. Refer to your color wheel.

Next, consider your color wheel and the schemes mentioned above. Select a few different color combinations using schemes such as monochrome, complementary, and triad to see what stands out.

Here, the goal isn’t to find exactly the right colors on the first try and create the perfect design, but rather to get a sense of which scheme naturally resonates with your personal perception and the look of your site.

You may also find that schemes you select that look good in theory don’t work with your site design. This is part of the process — trial and error will help you find the color palette that both highlights your content and improves the user experience.

6. Use the 60-30-10 rule.

Often used in home design, the 60-30-10 rule is also useful for website or app design. The idea here is to use three colors: A main color for 60% of your design, a secondary color for 30% of your design and an accent color for the last 10%.

While these aren’t hard-and-fast numbers, they help give a sense of proportion and balance to your site by providing a primary color with secondary and accent colors that all work together.

7. Draft multiple designs.

Draft and apply multiple color designs to your website and see which one(s) stand out. Then, take a step back, wait a few days and check again to see if your favorites have changed.

Here’s why: While many designers go in with a vision of what they want to see and what looks good, the finished product often differs on digital screens that physical color wheels — what seemed like a perfect complement or an ideal color pop may end up looking drab or dated.

Don’t be afraid to draft, review, draft again and throw out what doesn’t work — color, like website creation, is a constantly-evolving art form.

Put simply? Practice makes perfect. The more you play with color and practice design, the better you get. No one creates their masterpiece the first time around.

Color Tools

There’s been a lot of theory and practical information for actually understanding which colors go best together and why. But when it comes down to the actual task of choosing colors while you’re designing, it’s always a great idea to have tools to help you actually do the work quickly and easily.

Luckily, there are a number of tools to help you find and choose colors for your designs.

Adobe Color

One of my favorite color tools to use while I’m designing anything — whether it’s an infographic or just a pie chart — is Adobe Color (previously Adobe Kuler).

This free online tool allows you to quickly build color schemes based on the color structures that were explained earlier in this post. Once you’ve chosen the colors in the scheme you’d like, you can copy and paste the HEX or RGB codes into whatever program you’re using.

It also features hundreds of premade color schemes for you to explore and use in your own designs. If you’re an Adobe user, you can easily save your themes to your account.

Illustrator Color Guide

I spend a lot of time in Adobe Illustrator, and one of my most-used features is the color guide. The color guide allows you to choose one color, and it will automatically generate a five-color scheme for you. It will also give you a range of tints and shades for each color in the scheme.

If you switch your main color, the color guide will switch the corresponding colors in that scheme. So if you’ve chosen a complementary color scheme with the main color of blue, once you switch your main color to red, the complementary color will also switch from orange to green.

Like Adobe Color, the color guide has a number of preset modes to choose the kind of color scheme you want. This helps you pick the right color scheme style within the program you’re already using.

After you’ve created the color scheme that you want, you can save that scheme in the “Color Themes” module for you to use throughout your project or in the future.

Preset Color Guides

If you’re not an Adobe user, you’ve probably used Microsoft Office products at least once. All of the Office products have preset colors that you can use and play around with to create color schemes. PowerPoint also has a number of color scheme presets that you can use to draw inspiration for your designs.

Where the color schemes are located in PowerPoint will depend on which version you use, but once you find the color “themes” of your document, you can open up the preferences and locate the RGB and HEX codes for the colors used.

You can then copy and paste those codes to be used in whatever program you’re using to do your design work.

Finding the Right Color Scheme

There’s a lot of theory in this post, I know. But when it comes to choosing colors, understanding the theory behind color can do wonders for how you actually use color. This can make creating branded visuals easy, especially when using design templates where you can customize colors.

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

Every day there’s something new on social media.

Recently, Twitter introduced Twitter Blue, a premium subscription-based version of its platform.

TikTok took the social media world by storm back in 2020 and still remains the most downloaded app of 2021, according to Social Media Today. Instagram is regularly adding new features to its platform, recently testing a new affiliate tool for influencers.

The question is, how are these changes impacting how consumers behave online? Are users moving away from Facebook?

Let’s see what the data says and what it means for brands.

We surveyed 301 people and asked, “Which social media platform do you spend the most time on each week?” The response was kind of surprising.

Despite YouTube’s steady growth over the past year and the rise of TikTok and Clubhouse, Facebook remains the top social media platform. YouTube follows, with the gap between the platform and Facebook much smaller in larger surveys.

So, what does this information really mean?

Well, in a broad sense, it means you should consider having a presence on these platforms. However, don’t delete your Instagram account just yet – better yet, don’t delete it at all.

I’ll explain why in the next section.

Should brands limit their efforts to the most popular platforms?

There’s no single, clear-cut answer to this… but typically, no.

While most consumers may spend most of their time on Facebook and YouTube, that doesn’t mean you should dedicate all your efforts entirely to those platforms.

Why? That may not be where your audience lives.

Generality is the enemy of marketing. Imagine running a social media ad that targets everyone. Or having a target audience comprising all of Gen Z.

This sort of one-size-fits-all isn’t conducive to your brand’s growth. In fact, it is likely keeping you from making progress, as you waste time and resources on broad strategies that may not work for your specific market.

It’s like going to a party and only getting an address for the neighborhood. Sure, you could drive around and knock on every door until you find the right one, but by that point, you might be tired, hungry, and out of gas.

When you zero in on a specific audience and strategy, you can gain more valuable insights and get a higher return on investment.

Data, just like the one above, should be used as a general guide to understand consumer behavior. However, it shouldn’t dictate your entire strategy. Your own consumer data and user persona(s) should.

For instance, let’s say you’ve discovered through market research that your audience enjoys consuming information mostly through blogs and podcasts. That’s a good indicator of where you should focus your efforts. In a few years, that data may change, in which case, your team should be flexible and move to where your audience is going.

Here’s what you should consider when determining where to direct your efforts:

• Where your audience lives
• The type of content you’ll be creating
• The channel that converts the best

There are a few ways to figure out where your audience “hangs out” online. First, you can check the demographics by platform – this will give you a general idea of the audience.

For instance, TikTok mostly caters to a younger audience between 10 to 29 years old while most Instagram users are between 18 to 34 years old.

You can also reach out to your target audience directly through polls and survey to find out where they spend their time. In addition, look to your competitors.

See where they’re focusing their efforts and if they are successful, that may be a good indication of where you should be. Like when you’re not sure you went to the right place but see someone you know parking and you can let out a sigh of relief.

Next is the type of content you’ll be creating.

Say your audience enjoys video content the most (think webinars, lives, video tutorials). In this case, your audience would be well suited for YouTube, Instagram, and TikTok, all of which have video editing and publishing features. You can then repurpose your content for each platform.

Another factor to consider is how each channel is contributing to your goals. This is where the importance of data comes in.

You may be posting every day on TikTok and find that the rare times you post on Facebook, you get much higher engagement and conversion rates. While there could be several reasons for this, you may want to redirect your attention to Facebook as it is providing the best return on investment.

Next, we’ll cover what software can help you keep track of your social media data.

Top Social Media Analytics Software

1. HubSpot

With HubSpot’s social media management software, you can track your social strategy from beginning to end.

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With a user-friendly dashboard, you can see exactly how your published posts are performing, which channels are bringing traffic to your website and generating leads, and more.

You can also filter your reports by campaign, account, and date range so you can narrow down the exact information you’re looking for.

In addition, HubSpot’s social media software allows you to:

• Schedule posts.
• See how your competitors measure up.
• Track and monitor conversations surrounding your brand on every platform.
• Export and analyze relevant reports.

The social media tool is available within HubSpot’s all-in-one CRM platform for mid- to large-size businesses.

2. HootSuite

HootSuite empowers your team to make decisions quickly with real-time data on your social strategy.

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The social media software takes some of the guesswork out so that you can focus on the most important insights. With customizable dashboards, you can also get a quick overview of your key metrics and identify what’s driving traffic and sales.

Ranging from $49/month to custom pricing for enterprise-level businesses, you can find a plan that meets your needs and is scalable.

3. Sprout Social

If you have multiple social channels running at full speed and you’re overwhelmed with the data, Sprout Social can help.

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The platform helps you manage your data and create ready-to-go reports to share with stakeholders.

In addition, you can use competitive intelligence to benchmark your performance and make informed decisions that will promote your brand’s growth.

Sprout Social’s pricing is based on a subscription model and ranges from $99 to $249 a month.

Now that you know where consumers spend their time online, the real work begins. Experiment with various strategies to see what resonates best with your audience, always using data and your user personas to inform your decisions.

Why do people really quit their jobs?

Before you say “salary,” “benefits,” or “workload,” take a second to think about the worst boss you’ve ever had.

Were they bad at giving feedback, not helpful, or just plain mean? Did they have you feeling unmotivated, too nervous to offer ideas, or fearing that you’d lose your job with the slightest miss-step?

Once you let those memories sink in, you probably won’t second guess the statement: “People quit their managers, not their jobs.”

Over the years, this fact hasn’t changed. Study after study has emphasized that companies need good managers to retain good employees.

But what makes for a good manager? And what skills or strategies can you develop to ensure you’re considered a good one? 

To explore this issue, we polled people and asked them to check off all the qualities they felt were most important for a great manager. 

Recipients listed “they trust me to work autonomously”, “They are empathetic and understanding”, and “They give me useful, clear feedback”, as the three most important qualities a good manager needs to have. 

Along with this data, I consulted my colleagues to get their thoughts on what makes a people manager effective. Regardless of whether you’re interested in managing a team, or just want to know if a prospective boss is actually a good manager, here are 7 crucial qualities of a great team leader.

7 Skills People Managers Must Master, According to HubSpot Employees

1. Good managers help employees navigate change.

Consider the last time you experienced change within your organization. Maybe a beloved leader retired, or perhaps your team experienced a reorg. Maybe you even acquired a new company. 

Whatever the reason, I’m willing to bet the change felt daunting at times. Fortunately, good managers can mitigate the negative or ambivalent emotions that arise from change. 

For instance, Christine McLaughlin, a Senior Project Manager on HubSpot’s Sales Leadership Enablement team, told me: “The strongest managers are ones who can help their teams navigate change in a very personal way. I’m a firm believer that every challenge presents an opportunity. But, because we’re human, we can’t always see the opportunity from the start.” 

McLaughlin adds, “Our personal life, mental health, physical health, the last meeting we had, the next meeting we’re preparing for, all play a role in influencing how we perceive change. Do we view it as a challenge? An opportunity? A setback? A relief?”

“Strong managers can translate change for each individual on their team. They meet their teammate where they’re at and help to answer their questions and concerns to bring them to where they need to go.”

So … how can you do this? Start by fostering psychological safety, so your employees feel comfortable mentioning how they feel about a certain business change. Then, listen carefully to their concerns and work on providing solutions for those issues. 

For instance, let’s say your team has experienced a reorg and one of your direct reports is concerned her role is going to change as a result. 

To mitigate those concerns, consider creating a document that outlines which (if any) of her responsibilities might change as a result of the reorg — along with some new opportunities she can pursue to continue developing her professional skills. 

2. Good managers are open and transparent.

Trust and transparency are undeniably critical components of good leaders — and, post-pandemic, this is continuing to rise in importance. In fact, Edelman’s most recent 2021 benchmark barometer on trust in leaders found employees ranked “good employee communication” 44 points higher than in the previous year. 

Keri Polmonari, HubSpot’s Manager of Customer Success on the SMB team, believes transparency to be one of the most important attributes a good leader can possess. 

She says, “Being transparent and forthcoming with your team creates an open and honest dialogue and ensures everyone is on the same page. Business changes — like changes in department goals, processes, or personnel — can be difficult and overwhelming. [But] when everyone understands the why behind these business changes, they are more open and understanding of implications this could have on their jobs, both positive and negative.”

Polmonari says,”Transparency builds trust, fosters relationships, and creates organizational alignment, all key components of a company’s, department’s, and individual’s success.”

3. Good managers encourage vulnerability.

Consider the last time your manager started your 1:1 with a slightly more personal question, like, “How was your birthday this past weekend?” or “Read any good books lately?” 

These questions ultimately help encourage vulnerability by creating space for you to share information about your life outside of work — and they can go a long way towards creating stronger bonds. 

As Jill Callan, VP of Marketing at Trusted Health, told me, “Whenever I start a new role or inherit a new team, I begin by enabling and encouraging vulnerability. This helps me forge strong bonds with my direct reports and allows them to be comfortable to share ideas and admit weaknesses.”

Callan adds, “I’m also very intentional about getting to know my team as individuals, and learn about their lives outside of work. Taking the time upfront to build a strong, authentic relationship with my direct reports helps us tackle inevitable tough challenges down the line.” 

To encourage vulnerability, consider how you might increase your own openness with your team. For instance, perhaps you admit when you’re feeling overwhelmed with childcare duties, mention a Netflix show you’ve been binging, or simply chat about the gardening hobby you’ve picked up. 

And embrace vulnerability by admitting when you’ve made a mistake or you’re feeling overwhelmed — it will help your employees feel comfortable admitting the same.

4. Good managers find ways to supplement their team member’s weaknesses.

I once had a manager who repeatedly sought out learning and development opportunities for the areas we’d determined as weaknesses of mine. She would often email me public speaking courses, or data & analytics workshops. 

As a result, I continued to grow professionally, and I felt challenged. This is what a good manager does: Continues to keep a direct report’s weaknesses in-mind, and provides guidance to help that employee improve. 

HubSpot Senior Manager Christina Perricone concurs, telling me, “Good managers find ways to supplement their team member’s weaknesses. Each of us has skills that come naturally to us, as well as skills we’re not so great at.”

“An attuned manager can identify an individual’s weak areas and will surface resources or offer guidance to assist in those areas.”

Consider how you might similarly foster growth by taking stock of your team’s weaknesses, and actively pursuing resources that can help your team develop their weaker skills. 

Additionally, use the hiring process to create a more well-rounded team by identifying strengths and weaknesses of existing employees.

As Perricone says, “Good managers are skilled at balancing out their teams by recruiting talent that can fill in the skill and experience gaps, thereby creating a more well-rounded unit.”

5. Good managers work for their employees — not above them.

You might be thinking, “Managers work for their employees? Isn’t it the other way around?”

Actually, a manager, like an employee, is more effective when they’re an active team player.

But, while an employee’s job is to fulfill tasks within a job description, a manager’s job is to make his or her team successful. To do this, a manager shouldn’t be afraid to chime in during meetings, assist on projects, or help their team grow or succeed in other ways.

For instance, consider asking your direct reports during a 1:1, “Is there anything you need me to do?” 

This question can be translated in multiple positive ways, including, “Are there any blockers I can remove for you?”, “Are you waiting on a decision from me on anything?”, “Are you working on an idea that you want to share with me?” or even, “Is there something going on in your world outside of work that’s competing for your time and attention?”

Ultimately, a good manager considers it her primary job to make her employees successful in their projects and careers.

6. Good managers are always aiming to improve their emotional intelligence.

Emotional intelligence — or the skill that requires you to understand your own emotions, learn how to manage them, and know how to respond to the emotions of others on your team — is a vital component of good leadership. 

Emotional intelligence can help you ensure you’re giving clear directions, and allows you to be empathetic to the needs of others. In short, it can help you foster stronger professional relationships and communicate effectively. 

Most importantly, emotional intelligence enables you to stay calm during high-stress or unexpected situations — which can prevent you from making rash decisions as a leader, or stressing your team out unnecessarily.

7. Good managers can establish and promote psychologically-safe environments.

The ability to cultivate psychological safety is a critical asset that Jennifer Stefancik, a HubSpot Academy Marketing Manager, values in her own people manager.

“Feeling supported, heard, and understood is the foundation I need to be able to come to work every day with the right mindset to do good work,” Stefancik says. 

Stefancik adds, “Genuine empathy and psychological safety are hard to fake, and it’s something that I think everyone should master before they consider the people management path.”

Psychological safety fosters innovative thinking and the ability to adapt well to change — and yet, according to a 2020 McKinsey Global Survey, only a handful of business leaders often demonstrate the behaviors associated with psychological safety. 

If you’re a manager or hoping to be a better leader, it’s important you take time to identify aspects of your management style or overall office culture that could benefit from psychological safety.

For example, rather than using language that makes your team members feel scared of missing deadlines or goals, keep an open and supportive dialogue with them so they can confidently come to you with successes, learnings from failure, or concerns while they’re working on high-pressure projects.

Alternatively, if a team member is having trouble with a project, you should offer advice or assistance to help them remove blockers, rather than telling them to just get it done.

Supportive communication with team members allows them to learn from mistakes and grow as employees, rather than work tirelessly on projects because they fear that they’ll lose their jobs.

How to Be a Good Manager 

As outlined in the data above, there are a few key traits required of any good manager. These include:

• Providing coaching and mentoring when necessary, but enabling your team to work autonomously and trusting them to get the job done.
• Showing empathy towards your direct reports as people with lives outside of work, and creating a sense of psychological safety for your employees to feel comfortable admitting when they’re struggling or need help.
• Being clear and direct with feedback.
• Taking the time to go the extra mile to help foster your employees’ professional growth through trainings, learning & development opportunities, or 1:1 sessions in which you coach them on certain skills. 

However, a good manager looks different depending on the department or role — a good sales manager, for instance, requires different skills than that of a good marketing manager. Let’s dive into those, now. 

How to Be a Good Sales Manager

Being a good sales manager requires a few unique skills outside of those listed above.

Along with setting clear expectations, communicating effectively, and inspiring your sales reps to perform at their best, a good sales manager needs to demonstrate a positive mindset, build team unity, and learn how to best support each sales rep in the unique way that will serve him or her best. 

A few other notes on being a good sales manager: 

• Use a dashboard or task management tool to easily track metrics for each sales rep. This enables you to avoid taking up too much time in your meetings discussing metrics — instead, you can now use that time to identify how you can best help, support, and coach your reps. 
• Plan team outings or events that allow your team to build relationships with one another. Sales can be high-pressure and stressful, so it’s important you provide dedicated time to enable your sales reps to connect with one another and feel that they’re part of a support system. 
• Look for trainings and development opportunities so your sales reps can continue to improve. In 1:1 meetings, focus on how you can help them achieve their goals; in team meetings, figure out what types of trainings can help the entire team perform better. 
• Motivate your team by focusing on the ‘bigger purpose’ to ensure they feel intrinsically motivated. Sales isn’t just about hitting quota and making money — it’s also (oftentimes) about selling a product or service that can help people in large or small ways. Remind your team of your company’s bigger purpose to ensure they feel fulfilled and motivated. 

Looking for more sales manager tips? Take a look at Here’s What Sales Leaders Should Prioritize in 2021 According to a Sandler Expert or 10 Things I Wish I Knew Before Becoming a Sales Manager.

How to Be a Good Marketing Manager

Marketing managers are often in-charge of leading a team, but they’re typically also responsible for a content property or program, which means their tasks can vary greatly. 

Here are a few skills of a good marketing manager: 

• The ability to think big-picture; using metrics and data to create a strong long-term strategy, and knowing when to pivot when an existing strategy isn’t working out as expected.
• Communicating effectively with various stakeholders — this includes inspiring and motivating your direct reports, communicating team goals cross-functionally and to leadership, and creating clear external communications, as well. 
• Delegating and organizing tasks effectively. Learn about your direct report’s strengths, interests, and areas for growth, and facilitate that growth by giving them projects when they align with their interests. This doesn’t mean handing off any unwanted tasks from your to-do list — if you find a project that aligns with your direct report’s interests and you feel it’s mutually beneficial with team goals, then you’ll want to shuffle some of their existing tasks to ensure you don’t burn your team out. 

To learn more about managing a marketing team, take a look at What Is a Marketing Manager?

How to Be a Good Project Manager

To be a good project manager, you need a few additional technical skills compared to the other managers in this list. Project managers need a deep technical understanding of the project at-hand in order to understand which tasks need to be assigned to whom, and to keep the process running smoothly. 

A few other project manager skills and responsibilities include: 

• Being able to set realistic goals, and understanding what resources are required. A project manager needs to be able to set timelines on certain aspects of a project, and she also needs to understand what resources — including employees, external consultants, tools, or budgeting — are required to make it happen. 
• Having good organization and communication skills. A good project manager needs to remain organized and detail-oriented in order to effectively delegate tasks to the right teams, and stay on-top of identifying what needs to happen next for the project to go smoothly. A good project manager also needs to be able to clearly articulate the full scope of a project to various stakeholders to ensure each team is aligned on bigger-picture strategy. 
• Analyzing and determining potential risks. A good project manager needs to be able to foresee potential roadblocks in any given project, and analyze either internal metrics or industry data to determine the best way to mitigate those risks. 

A good project manager also uses the best tools at his or her disposal to create a streamlined process, keep track of responsibilities and timeline, and delegate effectively. Take a look at 16 Free Project Management Software Options to Keep Your Team On Track to choose the best tool for your needs. 

And that’s it! You’re well on your way to become a better manager yourself. Remember, like any other role, becoming a good manager requires time, patience, dedication, and a consistent desire for feedback from your direct reports to iterate and grow over time. 

Ever see those cool 360-degree cameras on red carpets at award shows?

Someone famous will stand in the middle and several cameras positioned all around will simultaneously capture pictures of the star, creating a spectacular image that gives you a 360 view of the person.

Now, imagine if you could do that with your target audience? Capture them from all angles as they interact with your brand. With a single customer view, you can.

The issue is, many businesses struggle to know where to start.

At the end of this article, you’ll understand what a single customer view is and how to create one for your brand.

A single customer view combines data from a consumer’s behavior on web and email, social media activity, demographics, interactions with customer service, and purchase history.

Let’s go through an example of an interaction between a consumer and a brand.

A consumer, let’s call her Jazmyn, discovers a brand on Instagram. Jazmyn visits the brand’s website through Instagram and downloads a free offer. Said brand adds Jazmyn to an email list and she starts receiving nurturing emails.

After months of no interactions, Jazmyn rediscovers the brand and makes a purchase. A month after that, she calls customer service regarding an issue with her product.

In just a few months, Jazmyn has interacted with at least three departments within the company: marketing, sales, and customer service. In many businesses, every department tracks data using its own system.

For instance, sales teams often use customer relationship management (CRM) software to track their interactions with clients and prospects while marketing teams use marketing platforms and automation tools to generate leads.

This creates huge data gaps, making it difficult to understand how a user is behaving over an extended period of time beyond a single vertical. It can also lead to duplicate information, leading to dirty data.

For instance, Jazmyn might receive ads for products she’s already purchased. Or she may get a call from customer service asking about a product she’s already reviewed via email.

Having a single customer view allows organizations to build personalized interactions with consumers, based on their current stage in the customer lifecycle. This creates a better customer experience, stronger brand loyalty, and better retention rates.

When you know where your target audience is, you can make enticing offers based on their current needs. It’s personalization at its best.

Benefits of a Single Customer View

When you invest in a platform with a single customer view, you:

• Have cleaner data – With an integrated system, you remove information silos, which often cause data duplication.
• Gather better insights – When you have an accurate map of the customer journey, you can better understand how your campaigns are performing and identify areas of improvement.
• Assign proper credit to the right channels – Proper attribution is a major issue when it comes to audience tracking. With an SCV, you can identify the best and worst-performing channels for future campaigns.

1. Align your data owners and your KPIs.

The first step in creating an SCV is aligning all your data owners across your organization.

It’s important to align your teams early on key targets and key progress indicators. This keeps everyone on the same page and striving toward the same goal.

So, although everyone will be working on different sections, they’ll all be contributing to the same objective. This is key in keeping everyone in the same mindset and easing the transition to a data-driven approach.

Your data owners will serve as liaisons between IT and your team, enforcing governance standards and supplying IT with the access they need.

During this process, your IT team will be instrumental, as they will need to consolidate data from multiple systems and sources.

2. Find the right tech.

The next step is finding a platform with the capabilities to support your company’s needs.

Key features to consider when searching for a platform include:

• Usability and accessibility of software
• CRM Integration
• Data quality tools
• Automation

You’ll also want to consider the size of your company and the scalability of the software. all-in-one CRM platform like HubSpot, which combines sales, marketing, customer service data to support a holistic customer experience.

3. Hire data managers.

Depending on your company size, you may want to onboard roles dedicated to data, such as data miners, data analysts, and data migration specialists.

The process of migrating data is a costly and time-consuming one that you may not be equipped for. Instead, hire experts with the knowledge and experience to do it right.

They will be essential not only during the initial building phase but also as you grow your customer base.

4. Sort and integrate all data from your legacy systems.

If you’re an established brand with a ton of scattered data, you’ll need to sort through your systems.

Start by conducting an audit of your data quality. From there, clean your data so you can start integrating it with your other systems, including:

• Your data warehouse
• Your point-of-sale systems
• Your marketing automation systems
• Your call center systems

5. Set your data governance strategy.

As you’re in the process of cleaning out old data, you’ll need a new system for new, incoming data.

This is where your data governance standards come into play. They serve as operating guidelines for retrieving, storing, and processing data.

You may wonder, what’s the difference between a data management strategy and a data governance strategy? The former refers to the actions you take to fulfill the guidelines outlined in your governance strategy.

To learn about how to develop a governance strategy, click here.

6. Test your processes.

The last step in this process is testing your new centralized system.

To ensure that your new environment works (i.e., that the data linkage is complete), some test data will need to be used to ensure the data is gathered, stored, and reported correctly on your platform.

This will likely be an ongoing process as your business scales and you implement new touchpoints.

The earlier your team can implement a single customer view framework, the better equipped you will be to serve your target audience. While the process can be expensive and time-consuming, it’s a worthwhile investment that will be instrumental in making strategic business decisions.

Ah, Instagram Stories — the one-stop-shop to find short, engaging content from high school friends, celebrities, and major brands alike.

With over 500 million daily active users, Instagram Stories is an undeniably powerful opportunity to connect with new audiences.

And, if you’re not using Instagram Stories as a marketing tool, you should be. In fact, Instagram reports that of the 500 million accounts using Instagram Stories, one-third of the most viewed stories come from businesses.

I can personally attest to the power of Instagram Stories to incentivize purchasing decisions. For instance, the other day I was mindlessly scrolling through Stories when I came across an ad for Crest 3D whitestrips — with a $50 off coupon attached. I swiped up to purchase without ever leaving the app itself.

Here, let’s dive into what Instagram Story ads are, and how you can run Instagram Story ads for your own business. Plus, we’ll explore examples of Instagram Story ads and best practices to ensure your ads are as powerful as they can be.

What are Instagram Story ads?

Instagram Story ads are vertical ads you can run on Instagram’s Stories feature. (To recap, Instagram Stories are photos and videos visible to an Instagram account’s audience for 24-hours, and is published separately from the content found on your Instagram profile.)

Instagram allows you to target your ads by reach, video views, traffic, conversions, app installs, and brand awareness. Additionally, unlike an organic Instagram Story, an Instagram Story ad doesn’t disappear after 24-hours — instead, you can choose the length of the campaign and frequency of ads on Facebook’s ad platform, like any other ad created for Instagram or Facebook.

An Instagram Story ad is immersed seamlessly into a user’s Stories viewing experience. Additionally, a user doesn’t have to follow your account to see an ad from your brand. For instance, I don’t follow Crest on Instagram, but I was still shown a Crest ad.

You have a few different options for ad formatting, including video, photo, or carousel. A video ad plays for up to 15 seconds, an image ad will play for five seconds, and a carousel ad lets brands play three separate pieces of content (video, photos, or both) within one ad.

If you aren’t sold on running ads on Instagram Stories yet, consider these facts:

• Instagram users have high disposable income. In fact, 42% of U.S. Instagram users make more than 75k per year. 
• Instagram is the social channel with the second-highest ROI among marketers. 
• Videos on Instagram get 21.2% more interactions compared to images and 18.6% more interactions compared to carousels.
• 71% of U.S. businesses use Instagram. It surpassed Twitter in business users in 2017.
• 500 million Instagram users use the app daily.

If you’re convinced Instagram ads could be a good platform for you, let’s dive into how you can run your own Instagram Story ads, next.

For the full rundown on all things Instagram advertising, make sure to check out our guide below:

How to Run Instagram Story Ads

1. Go to your Ads Manager, and click “Create”, which will bring you to “Quick Creation”. If you’d prefer, you can switch to “Guided Creation”, instead.

2. Next, select a marketing objective — your options for Instagram Stories include “Brand Awareness”, “Reach”, “Video views”, “Conversions”, “App installs”, “Lead Generation”, or “Traffic”.

3. In the Placements section, you’ll want to select “Automatic Placements”, where Instagram Stories is selected by default. However, if you choose “Manual Placements”, check the box for “Stories” under Instagram.

4. Next, set your ad’s budget and schedule. 

5. Next, you’ll want to choose “Single Image or Video” or “Carousel” as your ad’s format.

6. Add videos or images to your ad, and finish including any other details, including headline and description. If you’d prefer, you can use Stories Templates, which will transform your image into an ad automatically, and add movement to grab a viewer’s attention.

7. Once you’re happy with your ad, select “Confirm” to finish the process.

Instagram Story Ads: Cost, Specs, & Length

There are three separate areas you can place an ad on Instagram: Stories, Feed, and Explore.

For the purposes of this post, we’ll focus on the cost, specs, and length of an Instagram Stories ad.

First, all feed photo and video dimensions are supported in Stories (anywhere from 1:91 to 4:5). However, 9:16 ratio is encouraged to fit the full-screen, vertical format of Stories.

Additionally, .mp4 or .mov is recommended for video ads, and .jpg or .png file type is recommended for photo ads.

If you’re creating a video ad, 4GB file size is encouraged — and, for a photo, 30MG file size is suggested.

If you’re creating a video ad, the length can’t surpass 120 seconds. For a photo ad, five seconds is the default for how long the image will be shown.

Finally, the recommended resolution is 1080 x 1920, with a minimum dimension of 600 x 1067.

Instagram ads, including Instagram Story ads, cost between $0.70 to $1.00 per-click on average — although cost varies depending on industry, days of the week, time of year, targeted ages and sexes, ad placement, and plenty of other factors. In some cases, Instagram ads can exceed $5.00 per-click.

Fortunately, you have plenty of control over how much your ads cost by setting a pre-determined budget. You can choose your budget based on how much your company is willing to spend daily, or the total cost you’re willing to spend over a campaign’s lifecycle.

What Consumers Want to See in Instagram Story Ads [New Data]

It’s important to note — if you’re planning your own Instagram advertising campaign, you’ll want to consider the type(s) of ads that perform best on the platform.

For instance, in a recent survey HubSpot conducted, we found 50% of Instagram users prefer image-based ads that show product shots and light text — which is followed by 31% who prefer video-based ads that showcase real customers.

Perhaps most intriguing, the majority of people (80%) don’t necessarily care if an ad includes a discount or coupon. This suggests that Instagram users are more interested in appealing, engaging content that highlight a product’s benefits. 

User preferences will vary depending on your audience, industry, and message, but consider keeping this data in-mind when preparing your own Story ad. When in doubt, try A/B testing to figure out which types of ads your own audience prefers.

Let’s dive into some other best practices, now. 

Instagram Story Ads Best Practices

With four million active advertisers on Stories as of January 2020, it’s going to take a lot to ensure you’re able to stand out and drive results.

Here, let’s dive into a few best practices to follow when designing your own Instagram Story ad.  

1. Pay attention to speed.

Facebook reports that Instagram Stories are consumed faster “than any other mobile format”. People’s attention is severely limited when perusing Stories, especially since the content has a 24-hour time limit before disappearing forever.

For that reason, you’ll want to ensure you get straight to the point and capture a viewer’s attention from the first frame. Unlike other forms of content, suspense isn’t usually effective here, especially since images can’t surpass five seconds, and videos have a 120-second limit. You’ll want to jump the viewer right into the message you’re hoping to deliver.

2. Include motion in your ad.

Facebook reports that “ads that use motion perform better.” Motion captivates the viewers’ attention and can help you tell a story faster than you could with a static image. Even if you’re using animation, consider how you might add motion to create more engaging content.

3. Ensure you’re using sound in your ad.

60% of Stories are viewed with the sound on, so you’ll want to ensure you use sound in your ad to provide optimal value to your audience. Consider how you might use music, sound effects, or voice-over to capture viewers’ attention in a new way. If you’re unsure which types of sound work best in your ad, try A/B testing to conclude what your audience prefers.

4. Create your ad for Stories first — rather than attempting to repurpose an existing ad made for another vertical.

It can be tempting to simply copy-and-paste the ad you’ve already created for Facebook or Instagram news feed, but that could result in a less-than-ideal experience for those viewing your ad in Instagram Stories. For one, your ad might not follow Instagram Story sizing best practices, resulting in key parts of your ad being cropped out. Additionally, you’ll want to play around with features exclusive to Stories to ensure your ad is as effective as possible.

5. Use your call-to-action wisely.

Ultimately, your Instagram Stories ad won’t be effective if you don’t include a clear call-to-action you want viewers to follow. You might use language like “Learn More”, “Shop Now”, or “Swipe Up” to encourage viewers to take action, depending on your goal — for instance, if your goal is brand awareness, “Learn More” tells viewers you simply want to educate them about your brand’s offerings, which is a very different CTA from “Shop Now”.

Take a look at the examples, mentioned above, for more CTA inspiration.

6. Include text to emphasize key message.

Including text is a best practice for accessibility in general, as it helps viewers’ who are hard-of-hearing decipher your ad’s message. Additionally, text can help emphasize your key points — for instance, Aveeno’s “Get Healthy Looking Skin Every Day” text illustrated their main point, and convinced me to purchase.

7. Test out mobile shots.

Facebook reports, “Mobile shots outperform studio shots for ad recall and intent, while studio shots tend to drive higher brand awareness.” For this reason, consider forgoing fancy studio equipment for video shot and edited straight from a mobile phone.

The majority of users consume Instagram’s content from their own smartphones, so you might as well try creating content on the same device. And, when in doubt, don’t be afraid to A/B test this theory for your own brand, as well.

For more best practices related to advertising in general, take a look at The Ultimate Guide to Mastering the Basics of Effective Social Media Advertising.

Examples of Instagram Story Ads

Below, I’ve collected a few impressive examples I found on my own Instagram Story feed. While most of these examples are bigger brand names, there are plenty of small-to-medium sized businesses using Instagram

1. Aveeno

Aveeno’s Instagram ads are clean and simple, with neutral colors — apart from the brand’s signature green — drawing attention to the brand’s daily moisturizer. The ad features a short clip of a hand pointing to a shopping cart, with a “Shop Now” swipe-up link. The ad focuses on the brand’s product and doesn’t distract with people, making it effective for anyone scrolling who’s in the mood to refill their moisturizer.

2. Miller Lite

This is an example of an ad that felt tailored towards me, a 27-year-old female in the Boston area. First, the ad features a call-out to the Boston Celtics, immediately capturing my attention. Once I’m intrigued, the ad segues into a picture of their Lite drink, with the text, “Great taste, only 96 calories, 3.2G carbs”. In this example, the ad does a good job drawing my attention to the things I care about most: namely, low-calorie alternatives to beer (and Celtics).

3. Trunk Club

This engaging, fast-moving ad shows a few different outfit options on the screen with the text, “Keep what you love, send the rest back”. The ad shows a few different outfits, ranging from dresses and cardigans to dress pants and heels, to capture the attention of a wider range of people than it could if it featured only one style. With the plain white background and easy-to-read black text, it’s simple, clean, and hard to miss.

4. Febreze

I mean, come on … who doesn’t love a puppy? This fun, clever Febreze ad shows an adorable puppy on a couch with the text, “Refresh wherever they roam”, with their Febreze product at the bottom of the screen. While most of the other ads in this list featured subdued, plain colors, Febreze goes all out with light blues, greens, and purples, inviting a sense of playfulness and fun into the user’s feed.

5. Tractor Beverage Co.

What I love most about Tractor Beverage Co.’s Instagram video is the end, which features a different call-to-action from most of the others in this list. Rather than “Shop Now,” this ad reads, “Now Available at Chipotle” with a “Learn More” swipe-up function. As a lesser-known brand, Tractor Beverage Co. wisely aims to use their ad space to increase brand awareness, so that next time you’re at your favorite nearby Chipotle, you might give their drink a try.

6. Crest

If you have the means, it makes a lot of sense to include a coupon or discount in your Instagram Story ad, like Crest does in its 3D Whitestrips ad. The $50 off encourages viewers to purchase immediately so they don’t miss out on the deal, and the fun, bright colors effectively capture viewers attention. With the limited time allotted in an Instagram Story, it makes sense for these brands to get straight to the point.

7. Kayak

Kayak, a travel search engine, created this impressive, engaging Instagram Story video ad to demonstrate how easy it is for Kayak users to filter flights depending on airline, price, cabin seating, and destination. Kayak served the ads to lookalike audiences based on the characteristics of its current website customers, and saw 5X increase in sales conversions, as well as a 50% increase in overall ROI, with combined ad placements on Instagram Stories, Instagram’s news feed, and Facebook’s news feed.

And there you have it! You’re all ready to begin creating an inspiring Instagram Story ad of your own. Just remember — you know your brand, and your audience, better than anyone. Use these best practices and examples as inspiration, but feel free to A/B test to figure out what works best for your unique business goals and social media objectives. Good luck!

One of my favorite movies is “School of Rock,” which also happens to be one of 2003’s best films. In the movie, Jack Black poses as a substitute teacher at a private school, and, after noticing the students are musically talented, he turns the 10-year-olds into a fully-fledged rock band.

When assigning roles to the students, he approaches the class president and deems her band manager because she had the organizational skills needed to help the band run smoothly. “Summer,” he says, “You’re in charge of the whole thing.”

When I think about marketing operations, I think of this quote — without a team, businesses that depend on technology would have a less-than-seamless experience carrying out their duties. In this post, learn more about marketing operations and why these teams are essential to a business.

What is marketing operations?

Marketing ops enable the greater marketing team to run efficiently. They also can scale their operations as the company grows larger.

The people involved in marketing operations align and optimize all processes, from data reporting to strategy implementation, to build a foundation that reinforces and supports marketing efforts, and makes it easier to achieve goals by implementing systems to ensure marketers are best equipped to succeed at their jobs. 

Marketing ops can be considered a crucial element of your business, and below we’ll discuss why.

Why is marketing operations important?

Without marketing operations, it would be tough for marketing teams to complete essential activities effectively. 

For example, as technology is necessary to carry out most marketing tasks, a team to manage the complexity of that technology and ensure it works as it should is also necessary — which is exactly what marketing ops is. 

Here are some examples of situations that can be rectified by having a marketing operations team: 

• Your investments in marketing technology don’t provide the solutions you thought they would.
• You want to streamline data reporting and metrics tracking to understand ROI.
• Strategy execution is a timely process, and you want to lower the amount of time it takes from start to finish. 

At HubSpot, the marketing ops team is responsible for supporting the systems and processes that enable the marketing team to perform optimally in their roles. This includes everything from permissions, conversational marketing, user data, forms, and email operations. 

An essential function of how well a marketing ops team works is proper management. So, in the next section, we’re going to talk about marketing ops management and what it entails.

Marketing Operations Management

Marketing operations management creates the framework for how marketing ops and teams do their jobs. This management will make strategic decisions on marketing activities and develop an optimized strategy that dictates beginning to end systems that will contribute to success. 

As a point of reference, marketing operations is the process of strategizing and optimizing, while marketing ops management defines how that strategizing and optimizing will happen. 

Since marketing operations management aims to increase efficiency, ops teams often have a hand in content planning and campaign analysis. Now that we understand what marketing ops is and what they do let’s talk about the details of a marketing ops strategy.

Marketing Operations Strategy

Marketing ops team members need to have an expansive skill set. Some of the typical activities this department deals with are email operations, systems analysis, customer data and marketing, user operations, and lead rotation. 

All of these roles come together to align the process and platforms needed to carry out marketing tasks for the greater marketing team.

When thinking about a marketing ops strategy, think about the problems the marketing ops team needs to solve. For instance, it’s common for marketing operations strategies to solve the needs of customers, stakeholders, and the employees of your company.

Below we’ll go over how to create a marketing operations strategy for your own business.

To understand what a marketing operations strategy is, we’ll start with an example: Let’s say a marketing ops team wanted to make email marketing a more valuable process for both parties involved (customers and marketers).

1. Identify what you want your operations strategy to accomplish for stakeholders.

The first step in defining a marketing ops strategy is outlining significant goals. For instance, your marketing ops team might decide to send email marketing messages, enabling sales to source quality leads, and identifying key marketers to execute that process are three goals they have for quarter one.

When you identify those major goals, make sure you also determine which stakeholders you are targeting. You might be targeting one group or many, but being clear about who you’re planning for will make sure your plan is actionable and valuable.

2. Determine actionable steps in your plan that will help you reach your goals.

Then, the team would look at how these tasks would help them complete their goals. For instance, the team would ask themselves, “How will enabling teams to effectively send email marketing help us reach our goals?” and estimate with an answer such as, “We should see a decrease in email churn rate.”

Determining these steps will help your marketing ops team stay organized as they work through their tasks. Additionally, by outlining these steps, your team can figure out what needs to be done and the resources required to see success.

3. Figure out a measurable metric to determine the success of your strategy.

The next step in strategizing is to identify how the team would measure the success of the project. In this example, the team might conclude, “We will calculate churn by dividing the number of contacts who unsubscribed from emails in a month by the number of unique email recipients in a month.”

When you figure out a measurable metric, you’ll be able to keep track of the strategy’s success as your team works through the plan. The metric will remind your team of the goal you want to accomplish and what stakeholders want to see as a result of your plan.

4. If needed, communicate how colleagues can take part in refining your strategy.

With the goal and measuring metric identified, your next step is to outline what this change would mean for affected colleagues, such as the team members who create and distribute email marketing messages.

The team might conclude that “Marketers can expect an easier email guideline process, a more effective format and to receive a form to offer input about how to make that happen.”

5. Assign team members to specific tasks that will contribute to the completion of your goals.

Having that set in place, what’s next for the marketing ops team is to assign team members specific tasks to help them achieve their goals. For instance, one team member might be in charge of redefining email marketing contact lists. Another might be in charge of auditing the current workflows in place for email marketing.

As team members complete these tasks, they would check them off in a centralized space so the entire team can stay updated on the project’s status.

Marketing operations teams are equally effective with their strategies and management capabilities as Summer’s character in “School of Rock.” With her processes, the group was able to obtain their own rehearsal space and offer music classes.

Marketing ops can come up with ways to increase customer satisfaction and ease the job of marketers. Their strategies make marketing activities and duties accessible to all, and because of that, are an essential part of a business.