Category Archives: B2B

Whether you’re a business owner or a sales rep, you’re always pitching your services, telling potential clients what you offer as succinctly as possible. Trust me, I’ve been there myself, trying to sum up my copywriting business in as few words as I can. That’s where the business one-pager has come to my rescue.

I’ve created presentations about what I do and have a full website dedicated to my business. But, when potential clients need answers fast, I pull out a one-pager — my value proposition boiled into one hard-hitting page.

If your business is missing this helpful tool, don’t worry. I’ve done the leg work to help. You can see eight of my favorite business one-pagers. Then, I’ll discuss how you can make your own step-by-step and share a template to make the process easy. Let’s get started. You can boil your pitch down to one hard-hitting page that grabs attention and gets to the point.

What is a one-pager?

A one-pager is a document that summarizes an offer, process, concept, or policy in around 250 words. Its purpose is to capture the reader’s interest and leave them wanting more. It aims to compel the reader to take action, such as scheduling a call, visiting a website, or signing a contract.

That being said, one-pagers aren’t just for selling. They can also be educational tools. When sharing knowledge, the crisp, engaging format grabs attention and helps readers retain key information.

The Anatomy of a One-Pager

Your one-pager should be tailored to your specific goals. For example, my one-pager focuses on my writing services and a crash course into neuromarketing, a field I specialize in. That would be wildly different than the one-pager for a SaaS company or a wedding cake bakery.

Regardless, no matter the business, there are seven essential elements that must be in each one pager. I’ll share each of these components below.

• Company logo. Include your company logo prominently on the page. This small image reinforces your brand and ensures readers know who is behind the offer.
• About. Provide a brief elevator pitch that covers who you are, what makes you unique, and why readers should care. This section should pique their interest in the main content on the sheet.
• Problem statement. Open with the problem you‘re solving. For sales one-pagers, speak directly to your customer’s pain points. If you‘re courting investors, describe the niche you’re filling. For an internal one-pager, provide a high-level roadmap of what’s to come.
• Features and benefits. This section is where you highlight your unique value proposition. Clearly outline the key features and benefits of your product, venture, or concept. Keep it short. Focus on the most essential points.
• Social proof. Use social proof to back up your claims with evidence. Include client testimonials, industry stats, or awards to reinforce your credibility and build trust.
• Call to action. Include a clear call to action that leaves no doubt about what the reader should do next, such as calling, visiting your website, or taking the next step in the process.
• Contact info. Provide clean, clear contact information (website, email, phone, social media) at the bottom of your one-pager to ensure leads can easily get in touch with you.

While all of this information is essential in your one-pager, how you design the sheet will vary wildly. If you work in a buttoned-up, formal industry, you may opt for texts and clean graphs only. If your readers are busy, an infographic may be a more skimmable way to share information.

Download our one-pager business template now to communicate your vision clearly and effectively.

How to Make a One-Pager for Your Business [+Template]

Now that we know what goes into a one-pager, I’ll share the process of making one step-by-step. We’ll also work through the process using a one-pager template from HubSpot.

In my example, I’ll make a one-pager for a fictional puzzle subscription company — Puzzle Me This. I’ll share the value proposition for this business all on one page as a way to attract potential buyers.

1. List out the basics.

We discussed seven elements you need in your one-pager above. You’ll also need to condense your mission into short headlines, your value proposition into a brief overview, and your problem statement into a few sentences.

Before I start putting my one-pager together, I like to sit down and list it all out. That involves gathering my assets (like my logo) into a folder and writing out the text I want to include in an unformatted Google Doc.

Let’s take a look at HubSpot’s template. We’ll need to gather the following:

• A logo.
• An about section.
• A mission statement and overview.
• Information about products or services.
• Contact information.
• Information about the problem, solution, and market.
• More about the product’s competitive edge and strategy.
• Two photos.
• A QR code that leads to our website.

For my sample puzzle business, I gathered all of the information into one folder. That involved creating an unformatted Pages document with all of my text. Having all of the pieces compiled cleanly will make formatting my document easier.

2. Consider your value proposition and look ahead.

Your one-pager will need to show what makes your offering unique and how it stands out. You’ll need to clearly outline the problem you’re solving and preview how your solution addresses it.

You may even Define your target audience and speak directly to their needs and pain points.

From there, I recommend looking ahead. This is especially true if you’re pitching your business to investors. They’ll get a sense of what they can expect from you in the future.

Let’s circle back to Puzzle Me This. There are a few different subscription boxes on the market. However, my business focuses on picking the perfect puzzle for the person so they don’t have to choose one themselves. Beyond that, I want to partner with independent artists, so I made sure to highlight that in my one-pager.

3. Get designing.

Now that you have all of the pieces ready, it’s time to start designing. How you lay out your one-pager will depend on your industry and the access that you have to graphic design talent. If you have a designer on staff, you may ask them to create a custom layout on your behalf.

However, templates like this one from HubSpot make the process easy for everyone. I used the template for the Puzzle Me This example. I was able to get everything filled out in minutes. The longest part of the process was crafting the perfect text.

One-Pager Examples

One-pagers can be helpful for all types of businesses, so they vary widely in how they look and are presented. Taking a look at well-designed one-pagers can help you get inspired when you create your own. So, let’s dive in!

1. Business One-Pager

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Looking to create a one-pager with stats to back up your value proposition? This template from Awware has you covered. Text-heavy sections that cover the company’s missions, values, and progress can be found on the left side. Icons and all-caps make headings jump.

The right side focuses on data. Readers can see how the company performs at a glance, giving the impact of the business nice visual leverage. I also like how the template makes use of a consistent color palette to avoid clutter.

Pro tip: Incorporate storytelling, social proof, and value to demonstrate why your business is a strong potential partner.

2. Product One-Pager

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Product one-pagers focus on the specs of a specific offering. What makes them different than alternatives, what are the core features, and what’s the price point? A product one-pager should answer these questions.

The one-pager above showcases a console that’s coming soon. I like that this example has a timeline of when the product is expected to hit the market. Beyond that, the console’s features are condensed into easy-to-skim bullet points.

Pro tip: Font size can help you navigate your reader’s attention. Put the most important information, like pricing and release date, in larger font.

3. Marketing One-pager

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Marketing one-pagers are internal documents that align teams. They are snapshots of critical elements like logos, brand colors, fonts, voice, goals, and customer personas. If you are launching a new campaign, a one-pager ensures messaging, visuals, and tone remain consistent with your brand.

The one-pager above focuses on a video marketing campaign. The sheet specifies what the project is for, its objective, and then the branding elements that will be used in the video. As a marketer, this sheet would make it easy for me to understand what the team wants and how to make it.

What I like: If you have a specific vision, make the content of your one-pager specific as well. This page lists out the filters, adjustments, and hex code of the color palette.

4. One-Pager Pitch

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One-pager pitches are beneficial for project managers with new initiatives and consultants competing for contracts. Use this document to capture the attention of your audience and pique their interest. A well-crafted one-page pitch document can increase your chances of landing that coveted client.

The one-pager above pitches a marketing consultancy. I like how this page keeps the value proposition simple. There’s a quick blurb about what the organization can do, then images of the people on the team. This helps create a personal touch.

Beyond that, I like how the team lists out recommendations for a successful partnership. This level of transparency creates a sense of trustworthiness.

Pro tip: Do you have impressive statistics? Feature them in your one-pager.

5. Startup One-Pager

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For startups, a one-pager is your ultimate elevator pitch. Whether you’re seek funding, networking, or brand promotion, this document showcases your scrappiness. Startup one-pagers cover the essentials: a compelling pitch, team expertise, market insights, and a clear call to action.

The one pager above compiles all of the information an investor might need at a glance. The company’s value proposition and mission statement are boiled down into headings. In a few brief paragraphs, you can understand where the startup is at in its development and what’s coming next.

Pro tip: Include extra punches like media attention or social proof to validate your idea and details about your investment stage.

6. Sales Rep One-Pager

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Some sales one-pagers are made for reps to help them more effectively communicate with prospects. The above one-pager lays out the different costs of each insurance plan. It also coaches reps on how to work with different types of customers.

Pro tip: Highlight your unique value proposition in this compact yet impactful piece, positioning your offering as the solution they’ve been seeking.

7. Sales One-Pager

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A sales one-pager summarizes the key aspects of your company, product, or service in a single, brief document. It aims to engage potential customers by clearly demonstrating how you can address their challenges and encouraging them to take the next step in the sales process.

I like how the post above showcases the target market for the data agency’s services. This short customer persona makes it clear who would benefit from this offering.

Pro tip: If you’re looking to summarize all that you offer quickly, include a conclusion section in your one-pager.

8. Event One-Pager

A compelling event one-pager can be an invaluable tool for capturing the attention of your target audience and ensuring a successful turnout, whether you’re hosting a conference, seminar, or corporate gathering.

This one-pager specifically focuses on sponsors, so all elements of the sheet speak directly to that audience. Your event will likely need multiple types of one-pagers for each audience you hope to reach.

Pro tip: Your one-pager should go beyond the basics. Whether it’s a lineup of renowned speakers, exclusive networking opportunities, or cutting-edge industry insights, the one-pager should entice readers.

Tips for Creating Effective One-Pagers

Stuffing information on one page doesn’t guarantee success. Below, I’ll share some pearls of wisdom I’ve gathered from making one-pagers in the past.

Be concise and audience-focused.

A one-pager must strike a balance between impact and readability. Brevity is key. This asset should be concise. Tailor your language and content to your specific audience. Avoid corporate jargon when addressing customers, but prioritize numbers and data when pitching to investors.

Elevate your one-pager with strategic formatting.

Pay attention to formatting elements that make your one-pager easy to read. Embrace white space to create a visually appealing layout that avoids clutter and allows your content to shine. I also recommend crafting a compelling headline that captures your reader’s attention and communicates the core value of your offering.

Tell a cohesive story.

Like any good narrative, your one-pager should have a distinct beginning, middle, and end. Each component should seamlessly connect, guiding your reader through a clear and engaging story. The cohesive flow keeps your audience interested and reinforces your main point.

Consider how your one-pager will be distributed.

Adhere to the “one” in one-pager. Stick to a single side of a standard 8.5 x 11″ page. Using this format ensures easy physical and digital distribution.

Speaking of distribution, think creatively. While one-pagers make excellent handouts, explore sharing the content on your website, social media channels, or even as an email newsletter, ensuring your audience receives it through their preferred channels.

Boost Your Business With a One Pager

We live in a fast-paced business world, so grabbing your audience’s attention and getting your message across is crucial. One-pagers are great for showcasing your business, product, or event in a concise, engaging way.

Use our one-page business template to get ahead. With this template, you’ll be able to create a professional and persuasive one-pager in no time.

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

Getting the “It’s a great book, you did it!” email from my publisher was a high I hope I’ll never forget. I thought all the hard work was over after that. What a sucker I was.

Book marketing felt completely overwhelming to me (which I’m embarrassed to say as a professional marketer). And there are endless book marketing strategies and click-bait articles on how to become a New York Times bestseller.

And there’s a lot on the line: good book marketing attracts readers, leads to book sales, and more books down the line.

What I wanted more than anything during my book marketing process was an honest, thorough conversation with another author on how to market a book. And that‘s what I’m sharing with you today.

How I Marketed My Book

5 Helpful Book Marketing Tools

7 Tips for Marketing Your Book

How I Marketed My Book

My book, How to Be a Digital Nomad, was published by Kogan Page in January 2024. I was eyebrows-deep in my book marketing plan when my publisher let me know that they’d be funding a 12-week publicity campaign.

The campaign, run by The Book Publicist, got me in BBC, Reader‘s Digest, and Forbes, among other print and digital publications. Book promotion services are incredible assets, but they’re not in every budget and they’re still only one piece of the puzzle.

Before you spend money on professional marketing services, you’ll need to wrap your head around the basics of book marketing strategy.

These are the steps I took to market my book on my own, plus some bonus advice if you’re considering a professional campaign.

Step 1: I budgeted lots of time.

Magazines are planned a season in advance. Some podcasts are booked nine months out. Articles can take months to rank on Google.

Marketing and publicity take time. This means that your first step in marketing your book is beginning early enough to have your marketing efforts come to fruition at your release date.

You can promote your book for weeks, months, and years after it‘s released, but marketing is most important during its release.

This is what generally qualifies you for best-seller lists, and these numbers are also used by bookstores when they’re deciding what to stock on the shelves.

Here’s the book marketing schedule I used for myself:

• Marketing research: Began August 2023
• Marketing plan development: Began September 2023
• Plan execution: October 2023 – February 2024
• Release: January 2024

I’ll share a word of warning for your late-game marketing efforts in a minute.

Step 2: I got publicity training.

Publicity is similar to normal marketing, but they’re cousins (not twins). Marketing is the act of getting your name and message out there.

Publicity has the same end goal but does so by leveraging respected publications and tapping into their existing audiences.

So why did I choose publicity as my primary vehicle for book promotion?

1. Publicity has a snowball effect. Getting featured in Reader’s Digest makes it easier for you to get featured in Forbes (and so on).
2. The audience is already built. You can skip the line of attracting the audience from scratch and instead walk out onto a stage that’s built and already has raving fans.
3. One story, endless outlets. I shared my same story with 49 podcasts, many digital publications, several print magazines, and two local newspapers. If I was creating unique content for my own website or YouTube channel, I could’ve only shared that same story once.

If you already have an audience gathered, fantastic: they’re already warmed up to your message and used to engaging with your content, which makes them easier leads for book sales.

But the opportunity to market your book to new oceans of people is too big to pass up.

To learn the ins and outs of publicity, I took the Impacting Millions course by Selina Soo.

Step 3: I committed to ongoing education.

Publishing is an intense industry, and if you’re like me (pre-book launch), you probably have no idea how a lot of it works.

The closest (or most enjoyable) way to learn about the publishing world I found was the On Good Authority Podcast by Anna David. I highly recommend working a few episodes into your weekly routine leading up to your release.

The episodes are delicious to listen to and shed light on the industry’s inner workings while also giving actionable tips for newbies (and span both traditional publisher and self-published books).

I found myself taking notes constantly while listening.

Some of my favorite interviews are with Estelle Erasmus, Ben Mezrich, and Ryan Paugh. I worked this into my routine beginning in September.

Step 4: I started pitching podcasts.

In October, I started pitching podcasts my story. Podcasts were my primary marketing focus because:

• Less work is required from the guest. Not much preparation is required and guests aren’t responsible for any of the post-production.
• The same story can be shared every time. No “reinventing the wheel” is necessary for podcasts, as it is for other mediums (such as guest blogging).
• Loyal listener base. Popular podcasts have very loyal listener bases and a long shelf-life.

I used the platform Podmatch and can’t recommend it enough (more on this in a moment).

Step 5: I built an author webpage.

You might be wondering: Shouldn’t this step have come before pitching podcasts?

Yes, building a website would ideally come before any marketing begins UNLESS building your webpage leads you to postpone your book marketing process. This was me.

When I initially started building my author webpage, it quickly became a black hole, and I felt like it would never be “ready” for eyeballs.

I felt it holding back the entire book marketing process, so I decided to pause the website until after the first podcast interviews were booked.

Step 6: I teamed with book marketers.

After working for almost ten years in marketing, I was excited to see what book marketers did differently from general marketers.

My campaign‘s focus was getting in front of other publications’ audiences (such as BBC Radio and Women’s Own Magazine), which confirmed my theory that publicity was a fruitful marketing path for book marketing.

What I learned: When book marketers secure you publicity, it’s often the result of pre-built relationships with publications and journalists.

They also have years of experience pitching outlets and bring so much niche-specific knowledge to the table.

Book promotion is a very specific type of marketing and it would be a mistake to task a virtual assistant (VA) or general marketing team member with tackling publicity outreach and expect the same results.

Self-published authors may have even more to gain from hiring niche-specific marketing services. A traditional publisher will offer some marketing services of their own, so self-publishing naturally creates a greater demand on the author.

5 Helpful Book Marketing Tools

Releasing a book is like launching a rocket into space, and each of these tools was an extra engine on my rocket ship.

1. Podmatch

Podmatch is the best way to get yourself booked on podcasts. Once you‘ve set up your profile, you can quickly apply to dozens of podcasts and easily communicate with hosts through your inbox.

It’s much easier than managing conversations in your email inbox, and hosts are typically very active. The standard membership costs $29 a month.

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2. Gmail’s Built-In Email Scheduler

Pre-writing and scheduling emails will save you hours during your launch process. You don‘t need specific email marketing tools for this; Gmail has a native scheduler built in. I’ll share examples of batchable emails in a moment.

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3. Notion

Notion is a workspace tool that can help you stay organized through the brainstorming, execution, and tracking of your book promotion process.

I used private Notion workspaces for all of the behind-the-scenes work and created a shareable workspace for my industry contacts who offered to help promote the book.

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4. Later

Later is a social media scheduler that allows you to pre-schedule posts across platforms. It‘s incredibly user-friendly and I’m surprised that they give users so many features on the free plan.

Pro tip: On the Later free plan, you can only schedule 12 posts on each platform per month — but, if you start your marketing far enough in advance, you can work within these limits.

If you run out of free posts and don’t have the budget to sign up for a paid plan, spend time using the native schedulers on Pinterest, LinkedIn, Facebook, Instagram, X, and TikTok.

5. Google Drive

In terms of file organization, Google Drive is as good as it gets. I can’t imagine going back to the days of having to save your work on a USB stick that was easily misplaced.

Pro tip: Name and file everything correctly 100% of the time. This will save so much time and make you an organization machine.

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7 Tips for Marketing Your Book

Feeling more prepared to market your masterpiece? Here are my top tips to help you progress (and dare I say, enjoy the process).

Tip 1: Don’t overthink your website.

The right path for your author website will depend on your genre. Fiction writers can have an enormous amount of fun with their online presence. A stunning example of fiction website design is author Hafsah Faizal’s website.

Beyond her own website, Hafsah Faizal is also the founder of IceyDesigns, where she displays other author websites that she‘s designed. It’s a fantastic source of inspiration and guidance for fiction writers.

My recommendation for nonfiction writers? Don’t overcomplicate the website process. If you already have a website and your book supports your main brand, simply add a new tab to display your book.

You can see a great example of this from the Career Contessa.

A good author website needs to:

• Offer contact info.
• List praise for the book.
• Communicate your authority/expertise.
• Share past publicity (interviews, features, and so on).
• Include FAQs like release date, where to purchase, etc.
• Offer pictures of your book cover plus other photos for media use.

Is my author website perfect? Definitely not. I didn‘t have a budget for professional photos or a web designer.

The headshot I used is a selfie, and the book photo is a mockup I created in Canva before receiving a physical copy of my book. I’m not a professional web designer, but I did my best using a website template.

It would be quite different if I’d hired professionals to help, but I think clarity is the most important thing to remember when designing your website.

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Tip 2: Schedule everything you can.

This naturally applies to social media, but you should also apply this to your inbox. Emails turned out to be an unexpected black hole during my book marketing process.

I‘m not referring to bulk email marketing, either — just plain ’ole email correspondence related to your book release.

You’ll save a lot of time when you pre-write and schedule emails such as:

• Endorsement request, follow-up, and thank-you.
• Book review request, follow-up, and thank-you.
• Interview request, follow-up, and thank-you.
• Request to share your book, plus follow-up and thank-you.
• Post-release thank you email to everyone else who helped.

Not only will batch-scheduling these emails free up time and headspace, it’ll also take away the repeated moment of decision-making.

The closer my book release date inched, the more insecure I got.

By January, the pre-release nerves had soaked through to the bone, and I could’ve never typed up and hit send on so many request emails related to interviews, reviews, and so on.

My scheduled emails saved the progress from flatlining.

Tip 3: Save some energy for promoting your features.

When you publish interviews and op-eds, people rely on you to promote them: most importantly, the hosts/publications.

The relationship with guests is supposed to be symbiotic, and they expect you to expand their viewership by sharing your features with your audience.

If you have a traditional publisher, they also want to re-share the content to show off their authors in the spotlight.

You can promote your book’s publicity this way:

1. Include links in your email marketing.

2. Schedule posts on social media.

3. Put it on your website.

One of the big regrets I have from my launch process is not dedicating more time to promoting my features.0

I had dozens of interviews come out within two weeks of each other at launch, and I was emotionally raw and had never felt worse about the book.

Out of exhaustion and insecurity, I failed to share some great features, and I know I really let those hosts/publications down.

It was embarrassing to ghost people who had me on their show, and I’m sure it impacted the odds of me being invited back for a future episode.

Tip 4: Decide how to handle book reviews.

Book reviews can bolster your spirits or make you feel like pulling the plug on book marketing altogether. I think it‘s helpful to decide in advance how you’d like to approach this.

Do you plan on using book reviews to market your book? If the answer is no, then I would wholeheartedly recommend you not read your reviews while you‘re still promoting your book’s release.

Reviews have too much power and will be a distraction whether they’re wonderful, or they move you to tears. I found myself obsessed with my book reviews, and I’m not alone.

The Guardian described Goodreads reviews as “a psychological thriller” for new authors.

For me, obsessing over book reviews drained the remaining enthusiasm from the book launch process. It ultimately made me feel like I never wanted to see my book again; I eventually blocked all review sites from my web browsers.

It took a few months before I saw my book on the shelves in a bookstore for the first time, and when this happened, I felt happy. Had I still been re-reading all of my book reviews on a daily basis, I’m not sure this would’ve happened.

Instead of relying on unverified book reviewers, you can use feedback from early readers/beta readers and your endorsers in your marketing materials.

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Tip 5: Remember your closest circle.

Don’t forget your family and friends in the book marketing process (but don’t treat them like everybody else, either).

Spare your network the pre-written marketing materials and share some honest updates, both the highs and lows, on your Facebook page or through text updates.

Your past colleagues or friends from school might not be your target audience, but some will still transform into paying customers.

People whom I hadn’t spoken to in years came out of the woodwork to buy my book and send me a direct message on Facebook sharing their well-wishes. I was completely shocked on several occasions, but so incredibly appreciative.

Tip 6: Focus on ROI.

Avoid tasks that “feel” productive but don’t deliver results. For example, guest posting on blogs can feel like a great use of time, but writing a great blog post takes hours. Does the blog have a large readership?

Is the audience directly interested in what your book is about?

Not all opportunities are equally fruitful for you while you promote your book.

Tip 7: Create your content in advance.

Most of the above tips focus on reaching new potentially interested readers, but don‘t neglect the audience you’ve already gathered.

The majority of your email marketing, YouTube videos, social media posts, etc., related to your book should be batched and scheduled ahead of time.

This content can include:

• Pre-orders. Remind your audience that they can pre-order your book and why it helps.
• Organic content marketing. If applicable, create helpful content that’s related to your book topic.
• Personal author journey. Your followers and network are interested in your journey, especially if you‘re a first-time author. Try to show the human side of what it’s like to publish a book.

You‘ll be thanking yourself when these posts are going live across platforms and you’re freed up to focus on last-minute opportunities.

Next Steps for Marketing Your Book

Are you feeling ready to market your book with confidence and attract readers?

Marketing a book is a full-time job, especially for self-published authors who don’t have the support of a publisher with selling experience.

I hope this article made you feel less alone through all of it, and makes the process feel more approachable.

All the work will pay off soon. Congrats, author!

I saw a pretty compelling statistic recently: Before the pandemic, just 8% of companies offered flexible work policies. After the fact, nearly two thirds (62%) have implemented some level of flex work.

Fast forward to today, and many companies (like Tesla and Goldman Sachs) have asked workers to return to office full-time.

I always assumed the WFH trend wouldn’t last forever. But the benefits of remote work for both employees and employers are hard to ignore.

So, how is everyone feeling about return to office mandates in 2024?

Table of Contents

• Are workers willing to return to office?
• Why are companies bringing employees back?
• The Impact of Return to Office Mandates
• How to Implement a Return to Office Mandate (If Necessary)

Are workers willing to return to office?

According to our survey of 700+ consumers, 42% have already returned to office full-time or nearly full-time.

But the question is: Are employees willing to return to office? While it’s not a hard no, 38% of employees still prefer a hybrid work model.

Regardless, the majority (58%) would not consider leaving their current job if their company made them go into the office five days a week.

And lack of remote work options isn’t one of the top reasons employees are considering leaving their current job. Our findings suggest that pay is the biggest motive.

Why are companies bringing employees back?

Every company has its own reasons for asking employees to return to the office. Here are a few of the big ones.

Availability of Office Space

While many companies ditched their office space in response to the pandemic, some held on. This is one reason businesses are calling for a return to office — they have a physical workspace to support it.

According to a recent survey, 51% of companies that have an office space currently require some or all employees to work in-person. And 39% plan to by the end of 2024.

More Opportunities for Collaboration

The number one pain point for companies in the remote work era is disconnected systems. That’s why many employers believe the in-office work environment creates connection.

And they’re not all wrong. We found that 40% of remote workers reportedly miss spontaneous, in-person connections with their colleagues.

Increased Productivity

‘Productivity paranoia’ represents the idea that lost productivity is a direct result of employees not working.

And remote work has only magnified the skepticism, regardless of the fact that 62% of workers feel more productive at home.

Still, 37% of employers have added or increased the use of employee tracking software. And many believe return to office mandates will equate to greater productivity at work.

The Impact of Return to Office Mandates

Among companies who have returned to office, the majority say they’ve seen some level of improvement in revenue, productivity, and worker retention.

At the individual level, I’d say the mandates affect everyone differently.

Some people do actually feel more productive in the office.

I also think it depends on the job. There’s a lot of discourse on social media about the purpose of return to office mandates.

Like this TikTok about going into the office just to sit in Zoom meetings all day.

@1corporatemillennial i love it here 🥲
#corporatemillennial
#millennialsoftiktok
#corporate
#corporatehumor
#corporateamerica
#corporatejob
#corporatejokes
#corporatelife
#corporatetok
#corporatetiktok
#work
#workhumor
#workjokes
#worklife
#workmemes
#worksatire
#office
#officejokes
#officelife
#officehumor
#job
#jobhumor
#jobsatire
#9to5
#wfh
#wfhjokes
#wfhlife
#workfromhome
♬ I been drinking – Ma

Based on the conversations I’ve seen on the topic, employees are responding to these mandates based on two main factors.

Trust

Many companies adjusted their policies to accommodate flexible work, and now those policies are quickly changing.

The employee perspective: If I accepted a job with the expectations of working remotely, shouldn’t my company honor that?

Practicality

Asking employees to return to the office requires additional time (and money) to commute. And many employees feel more productive at home.

The employee perspective: If I can do my job effectively from home (which the pandemic has proven), why should I go back in?

How to Implement a Return to Office Mandate (If Necessary)

If you’re an employer thinking of requiring a full-time return to the office, here are some tips to consider.

1. Explain the mandate with transparency.

Many employees have become comfortable working from home. They feel more productive, have greater flexibility, and can effectively complete their assigned duties.

That’s why transparency is key when you’re asking them to switch up their routine.

First, communicate the goals behind your return to office mandate. Then, clearly explain the benefits to your employees and how you plan to support them during the transition.

You still may get some push-back, but at least you’ll have some concrete rationale to lean on.

2. Use empathy and patience throughout the transition.

Everyone’s circumstances are different. As you think through your company’s transition back to office, make sure to proceed with care.

Rather than implementing one overarching policy, consider setting guidelines based on the needs of your individual employees and teams.

For example, our recent State of Sales report showed that salespeople perceive selling remotely as less effective than in-person sales. In this case, returning to the office may be viewed as a benefit for your sales team.

But that doesn’t mean the same is true for your other functions, like marketing or customer service.

3. Encourage a healthy work-life balance.

One of the top reasons that employees change jobs is for a better work-life balance. To help your employees transition back to the office, consider offering alternatives like:

• Flexible office and home hours on light meeting weeks
• A company-wide meeting free day each week (Our HubSpotters love our Meeting-Free Fridays!)
• A few more vacation days in summer or during the winter holidays
• Extra time off for work anniversaries. (An example of this would be HubSpot’s 5-Year Sabbatical Program)
• Additional family, sickness, or mental health leave options when possible

4. Consider a hybrid work model.

As discussed earlier, the majority of employees still prefer a hybrid work model. If remote or hybrid work is doable for your business, build a strategy to support it.

If a hybrid model isn’t feasible, then you can always implement some of the strategies I’ve outlined in Step 3. Just remember that some of your talent may move elsewhere if they prefer the flexibility.

Navigating RTO

Before asking employees to return to the office, make sure you truly understand why you want employees to come back. Plan ahead, lead with transparency, and give your employees the tools to make a smooth transition.

With a purchasing power of more than $450 billion in the United States alone, Gen Z’s buying habits are shaking up the global retail landscape. And honestly, it’s no surprise looking at my younger cousins, nieces, and nephews.

Although many Gen Zers are still coming of age — earning their first allowances and paychecks, entering college, or just joining the workforce — they are already influential players in the market.

They have their own smartphones and debit cards. They impact trends, slang, and even purchases made by their seniors.

(Who do you think tempted me to buy a Squishmallow of my very own? It certainly wasn’t anyone at the office.)

They are a force to be reckoned with, and as a marketer, you need to be aware of their ways and ready to adapt to them.

Gen Z’s Spending & Shopping Habits in 2024

In 2022, Afterpay’s Next Gen Index predicted that Gen Z will account for 17% of total spending in the U.S. by 2030. That’s a healthy 12% jump from where it stood that year.

And as Gen Zers mature, that number will only increase.

However, studies show Gen Zers shop and spend money very differently from their Millennial predecessors.

While Millennials and past generations were loyal to brands, Gen Z is more interested in shopping around and prioritizing value. They’d rather browse multiple brands at department stores than one at a flagship store.

Marketers must keep an eye on these differences and other Gen Z buying habits. Let’s dive into some of the biggest.

1. Acting Mobile First

This likely comes as no surprise, but Gen Zers are glued to their phones when it comes to shopping. In fact, our 2024 Consumer Trends Report revealed that 71% of those aged 18-24 go mobile first for shopping.

That includes visits to dedicated retailer websites, review sites, and social media — but more on that shortly.

Not only does the majority of Gen Z turn to mobile for researching or making purchases, but they’re also making mobile payments.

Yes, 52% of Gen Zers use debit cards as their first payment option. But according to SurveyMonkey, one in three also reported using Venmo, Apple Pay, or the Cash App for purchases last year.

However, this doesn’t mean they spend as casually as they scroll.

Studies from Attentive show Gen Z only feels comfortable spending $20-50 in mobile transactions. For purchases with a higher price tag, they prefer to shop in person so they can know exactly what they’re getting.

(Quite practical of these young folks, wouldn’t you say?)

What should you do as a marketer? Make sure your website and any digital touchpoints are optimized for mobile browsing. Also, consider offering mobile payment options for products or services that can occur digitally.

When it comes to big-ticket purchases, explore how to enable customers to “try before they buy” through a free sample or trial. This first-hand experience can dramatically mitigate objections or fear of buying.

2. Turning to Social Media

Where there’s a smartphone, social media can’t be far behind.

We found that social media is the #1 channel for product discovery for Gen Z (along with Millennials and Gen X) — and who’s surprised given the number of products on explore feeds, user-generated content, and sponsored posts?

All these options aside, Gen Z’s preferred mediums for finding new products are short-form videos or social media marketplaces like Facebook Marketplace.

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Our research also showed TikTok is their favorite place to hang out (which makes sense with their love of short videos), followed by Instagram and YouTube.

However, SurveyMonkey found that most actual product research is done on YouTube.

But does all social media fun translate to real sales?

Despite their love of social media research and leisure, SurveyMonkey surprisingly found that 67% of Gen Zers have not actually purchased an item directly on a social media platform. That behavior is more popular with Millennials.

What should you do as a marketer? Explore different ways to get your product on social media feeds. Popular options include creating and sharing short video content, using paid ads, encouraging user-generated content, and working with influencers.

If you’re a HubSpot user, Content Hub features like Social Inbox and Content Remix can help execute social strategies like these to reach Gen Z.

3. Trusting Influencers and Creators

As hard as it may be to hear, we found that Gen Z feels recommendations from influencers are more significant than those from friends and family.

(I’ll pause for a moment of heartbreak with my fellow cool aunts.)

This finding is supported by SurveyMonkey’s that 58% of Gen Z have actually bought something based on an influencer’s recommendation. This is the highest of all the age groups and, truthfully, the appeal is understandable.

Consumers generally follow influencers and creators because they can relate to them. Perhaps they come from a similar background, have the same interests, or have some expertise in an area their followers aspire to grow.

With over 4 million followers, Lukas Sabbat is a popular influencer turned actor among Gen Z. He also partners with brands like Dr. Martens.

Whatever the reason, a great influencer comes to their audiences with authenticity and a unique perspective. In turn, followers tend to have faith in them to share sound advice and recommendations.

This level of trust is powerful. At the end of the day, no one will buy from you unless they trust they’ll get their money’s worth.

So, if you can work with an influencer who your buyers already know and love, your barrier to making a sale is far lower.

What should you do as a marketer? Dive into which influencers and creators your Gen Z buyers follow. Are they relevant to your brand or offering? If so, consider how you can partner with them to get in front of your target market.

You could simply send them a free product to post about or collaborate on a specific campaign.

Learn more about your options for influencer marketing.

4. Prioritizing Sustainability

Gen Z is known to shop its values, but one specifically stands out today: Sustainability.

In the age of climate change and fast fashion, EY and JA Worldwide found that Gen Z (and Gen Alpha) are better educated on sustainability and environmental issues than any previous generation — and it shows.

They champion reusable water bottles (read: the Stanley cup hype), tote bags, and second-hand buying.

In fact, eBay recently reported that 36% of Gen Z second-hand purchases are specifically out of concern for sustainability and the environment.

@victoria_robino_26
#fyp
#fypシ゚viral
#target
#targetfinds
#stanleycup
#stanley
#stanleytarget
#valentinesday
#stanleyvalentinesday
♬ original sound – Victoria Robino

Stanley cup popularity was heavily driven by Gen Z.

Second-hand or not, Afterpay found that 49% of Gen Zers opt to buy sustainable products when possible, while one in three even abandoned a brand in 2023 because they had a poor reputation for ethics and sustainability.

So, it pays to “go green.”

What should you do as a marketer? Look for ways to highlight how your brand cuts carbon emissions, goes paperless, or tries to be more environmentally friendly.

This could be a dedicated page on your website (like one of my favorite jewelry brands, Monica Vinader) or social media content (like this example from Patagonia).

Whatever your approach, just make sure it is genuine. Gen Z can sense performative activism from a mile away.

5. Seeking Deals and Lower Prices

Gen Z’s buying habits are evolving as they enter adulthood.

Though they once owned up to impulsive shopping habits, Gen Z is now more budget-conscious. This is likely due to inflation, a difficult job market, and greater financial insecurity.

Don’t believe me? GWI found that 71% of Gen Zers would rather wait for a product to go on sale than buy full price.

Plus, 46% are happy to pay less for a cheaper product. Gen Z is trying to save like many older generations, and that goal should be taken seriously.

What should you do as a marketer? Even if you have sustainability or influencer support on your side, be smart about how you price your product.

To appeal to Gen Z, consider capitalizing on sales or incentives like free shipping, discounts, or premiums.

Customer loyalty programs are also fun ways to offer deals and keep yourself budget-friendly for Gen Z. And you usually get something in return (i.e., new customers, social media promotion) as a business.

6. Focusing on Quality

While Gen Z loves a deal, make no mistake: they are not compromising on quality.

According to SurveyMonkey, 64% of Gen Zers list quality as the most important factor when purchasing.

Furthermore, a holiday shopping report by McKinsey & Company found Gen Z was the only generation to rank quality as more important than price.

Between this and their penchant for research, reviews, and recommendations, Gen Z is clearly trying to ensure their money is spent wisely.

What should you do as a marketer? Go the extra mile to provide proof of your quality. Consumers believe in peers more than they believe in brands themselves.

So, use social proof (i.e. third-party reviews, customer ratings, testimonials) in your marketing to show that your product or service is worth the investment.

Now that you know how Gen Z is shopping, let’s examine what they’re shopping for.

5 Things Gen Z Will Spend Money On

According to the 2023 Consumer Culture Report by 5WPR, Gen Z will “splurge” in three areas: electronics, health and wellness, and clothing and fashion.

With some additional research, we also found that Gen Z pays special attention to small businesses and education.

Let’s break down each category.

1. Electronics and Technology

Udonis found that 90% of Gen Zers identify as gamers, and many spend more time with their friends playing video games online than they do in person.

So it should be no surprise that Gen Z is willing to spend on video games and consoles. (I guess kids really don’t play outside anymore.)

As digital natives, however, Gen Z’s buck doesn’t stop there. They are inclined to spend on electronics and technology in general — especially if it means having a good time or improving their daily lives.

What should you do as a marketer? Lean into how your tech can improve your buyer’s daily life in your marketing.

For example, take fitness trackers. Although some might consider a fitness tracker superfluous, Gen Z led the charge toward their popularity in 2023. While not specifically targeting Gen Z, Fitbit shows why.

The tech company positions its product as part of a “fun” and active lifestyle. On social media, it shows the fitness tracker being worn not only during workouts but also while dancing, playing with pets, traveling, and kayaking.

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Fitbit also publishes content on its blog discussing healthy recipes, workout tips, and overall well-being.

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While Fitbit doesn’t claim its product is necessary for health, it shows audiences how the product can help anyone track vital information and potentially live better.

When a health-conscious Gen Zer is looking for wellness advice or workout tips, Fitbit is positioned to get found, resonate, and make the sale.

(And trust me, there are a lot of Gen Zers focused on wellness.)

2. Health and Wellness

Speaking of health and wellness, that is the second highest area that Gen Z is willing to splurge on.

GWI found that Gen Z is over three times more likely than the average to say they have a mental health condition. But they’re also 12% less likely to feel comfortable talking about it.

So, it’s no wonder they are willing to invest in products that will help.

This group seems to be the leader in the modern wellness movement, promoting mental health, ethical food sourcing, skincare, and other related health topics.

WSL also reported that Gen Zers are more likely to use natural remedies than traditional medications.

What should you do as a marketer? Many brands have an excellent opportunity to normalize mental well-being and provide a solution.

For example, if your product can help someone free up more time for things they love, this positioning may help you appeal to Gen Z.

3. Clothing and Fashion

Regardless of gender, clothing is one of the top investments by members of Gen Z — but not in the same way it was for older generations.

A survey by Juv Consulting revealed that 89% of Gen Z believe fashion is important for boosting confidence, while 82% say it helps showcase their identities.

“For Gen-Zers, fashion is less about being trendy or denoting status,” explain Benjamin Schneider and Diana Lee at Business of Fashion.

From Barbiecore and Dark Academia to Coastal Grandma, Gen Z is leaning into “aesthetics” showcased on social media.

Then, in Schneider and Lee’s words, they “adapt pieces representative of trends into their own personal styles, as opposed to following trends full-scale.”

What should you do as a marketer? Monitor what aesthetics are trending and explore ways your brand may align with them.

If you’re a clothing brand, this is easy. But even if you’re not, you can still engage and appeal to Gen Z with some creative content.

For example, take the surge in popularity of “The Tortured Poet’s Department” aesthetic inspired by the Taylor Swift album of the same name.

Craft store Michael’s leaned into the trend by posting a video on TikTok highlighting different products on its shelves that could be “found in the department.”

@Michaels Stores

It’s giving all the decor you need for your poetic era

♬ Promoted Music – Michaels Stores

Similarly, Lilly’s Library — an Instagram-based book club run by South Asian actress and YouTuber Lilly Singh — shared book titles that aligned with themes of different tracks from the Swift album.

Both approaches effectively brought each brand’s offering into the conversation but allowed the brand to stay playful and “on trend.”

4. Small Businesses

In 2022, we found that 60% of Gen Zers chose a product because it was made by a small business.

Simultaneously, Afterpay’s Next Gen Index noted small business spending had increased more than 300% for Gen Z on Afterpay. In fact, almost two-thirds of all spending on small businesses at the time came from Gen Z and Millennials.

That drive is still present.

Earlier in 2024, we ran a follow-up survey and found that supporting a small business has more weight in a purchase decision for Gen Zers than any other generation.

This continued effort could stem from the COVID-19 pandemic, as many small businesses struggled to survive and faced unexpected layoffs.

Gen Z loves that small businesses can develop personal connections with their consumers and contribute to their local economies.

Another interesting revelation is that consumers are more willing to share their data with small businesses in exchange for discounts and deals. They think they are more transparent about how their information will be used.

What should you do as a marketer? If you are a marketer at a small or local business, embrace your size! Your small but mighty footprint is one Gen Z wants to support.

Be transparent about your company and what’s happening behind the scenes. Share your origin story. Introduce your team and show buyers where their money is going. Many, especially Gen Z, will appreciate and often reward the authenticity.

5. Education

Gen Z is on track to have the highest level of education among generations, surpassing even millennials, and with good reason. Jobs are becoming more competitive, so having a graduate degree is becoming more common.

In response, Gen Z appears to have started saving for college at a much younger age than millennials, but their investment extends beyond just formal education.

This includes online courses or educational programs to help advance their careers, too.

In the 2024 LinkedIn Workplace Learning Report, it’s revealed that 53% of Gen Zers believe learning can help them explore career paths. That’s 16% more Millennials, Gen X, and Baby Boomers combined.

What should you do as a marketer? First off, always consider what kind of education you can offer your audience. Providing educational value is a staple of content marketing. Think about how you can teach potential buyer’s what they don’t know about your product, service, or industry.

A great example is HubSpot Academy. In HubSpot Academy, we offer hundreds of free resources to help anyone learn how to market and grow their businesses online whether they use our platform or not.

If you can’t educate (perhaps there are legal or safety limitations), you can still reach Gen Z or anyone who cares about learning by appealing to these values in other ways.

Consider how your product could help or benefit the experiences of someone planning for college, college students, or young professionals.

For example, if you’re marketing furniture, you could create a promotion highlighting products that fit in an apartment or dorm room.

Or, if you market clothing, you could underline items that could be worn in a job interview in a blog post on your website.

Even if you can’t necessarily expand the knowledge of your consumers, there are still ways to meet them where they’re at emotionally.

How to Market to Gen Z Based on Their Spending Habits

As a marketer, hearing about these shifts in buyer behavior and mounting studies might make you nervous.

But, truthfully, the consumer trend of putting value first shouldn’t scare or shock you. It should motivate you to ask, “How can I provide better value to my customers?”

Although Gen Z might seem more budget-conscious, this doesn’t mean they won’t buy anything from you.

Many of your most frugal prospects will still shop if your offering seems valuable, can help them solve pain points, or provides a positive, memorable experience.

Ultimately, bettering your brand, focusing on the customer experience, and promoting positive company reviews will go a long way with Gen Z (and all other audiences).

With these tips — and by keeping your eye on the ever-evolving market — you will be well-prepared to match Gen Z’s “aesthetic.”

Editor’s Note: This post was originally published in July 2020 and has been updated for comprehensiveness.

I doubt that the shift to entirely online shopping experiences would’ve happened as quickly as it did without the pandemic.

But, the rapid shift showed us that the factors influencing consumer purchasing decisions are always changing. In this piece, I’ll go over consumer behavior statistics I’ve pulled from our 2024 Consumer Trends Report to explain what’s driving consumers this year.

Consumer Behavior Stats

1. Social shopping is an ecommerce standard.

We’ve talked a lot about social shopping on the HubSpot Blog because it’s the new face of ecommerce. I don’t see its popularity slowing down, especially since marketers are seeing the benefits: 59% report more social sales in 2023 than they had in past years.

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Our latest consumer trends survey found that social media is Gen Z and millennials’ preferred channel for product discovery, and 33% have discovered a new product on social media in the past three months.

In the past three months, 1 in 4 social media users have also directly bought a product on a social media app, which is a 39% YoY change. More than 80% say that they’re satisfied with their latest social media purchase, and they were most likely to have transacted on Facebook or TikTok since they offer the best in-app shopping experiences.

Despite its growth, consumers are still wary. Only 47% feel comfortable buying through social media apps, and 45% trust social media platforms with their card information, likely because the main worry is that these companies aren’t legitimate.

Featured Resource: If you’re developing your ecommerce strategy, our free Ecommerce Planning Kit gives you all the tools you need to be successful, from market research templates to abandoned cart emails.

2. Gen Z heads the social shopping pack.

Gen Z leads the social buying pack, as they’re more engaged in social commerce than other generations. Some stats:

• New product discoveries for Gen Z happen most often on social media
• 43% have bought a product directly within an app in the past three months.
• They prefer to discover products on social media in short-form videos and social media marketplaces with off-app purchases (like Facebook Marketplace).
• They do most of their social shopping on TikTok and Instagram, which they say offer the best in-app shopping experiences.

If Gen Z is your target audience, offering social shopping opportunities or shopping-forward content is more important than ever.

I do want to say that you can still look into and consider social shopping if your target audience is made up of other generations, as there are always people who have different preferences.For example, I should be totally on board with social shopping because of my millennial-gen-z-cusp generational alliance, but I’m incredibly weary and skeptical of it.

On the other hand, my mom’s generation has consistently shown minimal interest in social shopping the past three times we’ve run our Consumer Trends Survey. Still, she’s more interested in it than I ever would’ve expected. I had to give her the same “Don’t trust every ad you see on the internet” talk, which I’m sure sounded just like the “Don’t believe everything you read online” talk she gave me when I was a child.

All that to say — even if your audience isn’t entirely on board with social shopping, you still might have some segments of your audience that would be interested in shoppable opportunities if you offered them. To learn more about how to make social shopping work for you, I recommend reading our Consumer Trends Report.

3. Social media search is growing in popularity.

Search engine usage decreased by 12%, while social search usage increased by 4% between May 2023 and January 2024. 21% of consumers prefer to get answers to their questions online through social search, which is a 40% YoY increase from that same period.

I’m not saying search engines are dead and to throw your SEO strategy out the window, especially because consumers still say that search engines are the most effective way to get their questions answered. Instead, with the rise of social shopping, consumers are interested in a seamless buying experience that happens all in one place, from searching for products to post-purchase customer service.

My Pro Tip: Create a social media SEO strategy to adapt to this new consumer behavior.

4. Consumers like socially responsible brands.

Corporate social responsibility is when companies have thoughtful practices and initiatives that contribute to the betterment of the world.

I ran a survey in April 2024 about corporate social responsibility, and 90% of respondents said that companies should practice social responsibility. They are increasingly choosing to support brands that take a stance on social issues like fair treatment of employees, diversity and inclusion, and sustainable business practices.

So, why this desire? I attribute it to people wanting to spend their money with brands that let them uphold their day-to-day values. For example, it makes sense that someone committed to sustainability in their day-to-day life would want to buy from a sustainable business that uses eco-friendly packaging and sustainable production methods.

People also want to see themselves represented and support brands that support people like them. It makes sense that a Black consumer would want to purchase from a brand that supports the Black community.

5. Consumers seek personalization.

Consumers want personalized experiences, but most say that the content they see from brands isn’t personalized to their interests.

Marketers feel similarly and say that the experience customers get from their brand is somewhat personalized, but this is at direct odds with their belief that offering a personalized experience increases the likelihood of repeat customers.

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Offering product recommendations is an easy way to provide a personalized experience, as is offering usage recaps (think Spotify’s annual Wrapped campaign) or smart content.

Generative AI is a new tool for marketers to boost personalization, and those who already use it say it helps them create more personalized content (77%) and personalize customers’ experiences with their company (72%).

6. Consumers have concerns about data privacy.

While consumers want personalization, they’re also weary about how companies use their data, and 50% usually decline to have their personal data tracked.

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76% of respondents to our survey reported being concerned about how companies use their personal data and strongly agree that they should have complete control over how it’s used. The main determining factor when deciding who to share data with is their level of trust in said company.

I am with consumers on this, as there’s a 99% chance I’m clicking “Reject All” when a website asks me about cookies. But, this is at odds with what I know as a marketer — having data about users is the best way to give them the personalized experience they want.

The best way to accommodate these privacy concerns but continue to deliver on expectations is to give users control.

Consumers told us that they want to choose whether to share their data and to be able to delete it from your database whenever they want. They also want to ensure that you store it safely and that you have their best interests in mind when safeguarding their data from unauthorized access.

7. Consumers are seeking support in DMs.

One in five Gen Z and Millennials has contacted a brand through DMs for customer service, and 70% of social media marketers say their companies already offer service on social media to accommodate the support requests they’re getting.

Consumers are turning to social media DMs for customer service, which makes sense considering the social shopping boom. If they’re buying a product on Instagram Shops, why wouldn’t they want to send a DM to ask a question within the same app? It eliminates additional actions, like finding a phone number to make a phone call or visiting a website.

8. Friends and family offer the most trusted recommendations.

As marketers, we know that influencer marketing is powerful and impactful.

We know that influencer marketing is powerful. Consumers like and trust influencers and their recommendations, but reviews from their friends and family are still more impactful than recommendations from influencers.

This tracks for me as a consumer. I follow a few influencers but still take their recommendations with a grain of salt. I’m much more likely to indiscriminately purchase something if my best friend or mom told me they liked it.

From a marketer’s perspective, I view this as a signal that consumers want to hear from buyers like themselves. I recommend sharing customer reviews and promoting UGC on your profiles, as testimonials from relatable people can go a long way.

This doesn’t mean abandoning influencer marketing. If you choose to use it, make sure the influencers’ niche aligns with your audience, and let the influencers be themselves and share their own personality—authentic and relatable content on social media is more important than anything else.

Give Consumers What They’re Looking For

I just went over a few of the key consumer behavior statistics that stood out to me from our latest iteration of our Consumer Trends Report.

Now that you know what’s influencing consumer behavior, you can craft a marketing strategy that appeals to your audience’s most pressing needs and interests.

Austin, Texas sure is hot right now.

I mean it in every sense of the word and phrase. 

At the time of writing, it’s 92° in Austin. Although it never reached 90° during our stay, the entire NetLine team definitely felt the Texas heat—especially on the floor of the Austin Convention Center.

The Gang Goes to Forrester 2024

A group of us attended Forrester’s 2024 B2B Summit in Austin during the first week of May. NetLine sponsored the event and had a prominent booth (702!) and two speaking sessions with clients. 

These days, our first order of business upon arriving at our booth is getting our mascot, Luna, squared away. No other vendor has an astronaut on display; we feel lucky to have her.

Over the next three days, we reconnected with old friends and made new ones. While content syndication and lead generation were hot topics, the primary focus was on intent data.

Unlike most other events, Forrester attendees were exceptionally engaged; every conversation was insightful and elevated. They had a deep understanding of the industry landscape and knew exactly what actions were needed—and which to avoid—to drive business growth.

It was extremely refreshing and confirmed both our messaging approach and our belief in the bridging of content consumption and intent.

Texas Friendship

NetLine hosted two sessions during the event, each featuring world-class speakers and clients.

Intercept

The first highlighted Andrew Au of Intercept and how his agency leveraged INTENTIVE to transform Telus from a traditional TelCo to a dynamic TechCo. 

By employing buyer-level intent data, Telus engaged untapped accounts and permeated buying committees. Ultimately, this mix of online and offline intent data allowed Telus to effectively engage in new market segments and address B2B buying challenges with confidence.

Andrew’s case study resonated with all in attendance, with his big takeaway being to focus on quality over quantity. (Also, a few of us worked out with Andrew the next morning and the man is a beast.)

ON24

Our closing session featured our good friend Tessa Barron of ON24. Tessa shared ON24’s experiences using INTENTIVE to transform her team’s GTM motions and acceleration of customer engagement.

Just like Andrew before her, Tessa dropped some real dimes on those in attendance, stressing the need for marketers to be able to deliver for their sales counterparts. Again, the message of quality over quantity was echoed.

Perhaps the strongest bit of information NetLine shared during the entirety of the conference came during this session. As an early adopter of INTENTIVE, ON24 has seen the benefits of the platform first-hand.

In preparing for the session, we discovered that INTENTIVE bested all of ON24’s traditional ABM benchmarks—including the improved identification of high-potential accounts. 

Such a head-to-head test proves that buyer-level intent data allows businesses like ON24 to prioritize and engage with buyers more effectively, leading to better conversion rates and higher-quality engagements.

Did I mention that Gary Clark, Jr. performed Tuesday night? Man, that guy can shred.

3 Lessons NetLine Took from Forrester 2024 

You can’t have a recap blog without identifying specific takeaways from the event. 

Fortunately, this year’s takeaways were easy because each team member witnessed the same experiences.

The Time for Buyer-Level Intent Data is Now
The narrative around buyer-level intent data is beginning to shift.

Last year, when NetLine arrived in Austin in support of our INTENTIVE launch, buyer-level intent data was a secondary, if not tertiary consideration for many attendees. “We already have an intent vendor,” many told us. Besides; they were focused on AI.

Oh, how things change in 11 months.

When we introduced INTENTIVE last June, it required a good bit of preamble. This year, attendees walked up to our booth saying, “I was talking to someone about intent and was told I had to come see you.”

This happened multiple times. The entire team, while ecstatic, was floored. 

So what changed?

While AI grabbed all the headlines, the likelihood of it changing any business outcomes in 2023 and Q1 2024 was slim. That left businesses with the same tech stacks and datasets they had originally, which wasn’t ideal.

What many B2B marketers and sellers realized was that account-level data simply isn’t good enough anymore. Many marketers are feeling that pain.

In an era where every dollar spent needs to be tracked and optimized for ROI, and privacy is key for consumers, why would you continue to knowingly spend precious resources on tactics that don’t yield the best outcomes?

Buyer-level intent delivers this and then some. Just ask ON24.

Become an Actionable Partner

Our conversations revealed a major sticking point: the necessity for businesses to ensure all of their datasets and tools work seamlessly together.

Many attendees mentioned they already have an intent tool like Demandbase or 6Sense. However, the real challenge lies in integrating these tools effectively to drive actionable insights and more informed decision-making. What good is intent data if our colleagues don’t know how to use it?

It’s crucial for businesses to bridge the gaps between different technologies and datasets to create a cohesive and powerful ABM/GTM strategy. That, right there, is the keystone for any data strategy moving forward.

Quality Over Quantity Forever

Although there was less volume than last year, the stronger engagement with multiple prospects asking how to buy was notable. We’ll take quality over quantity every day.

Foot traffic is always nice to have. But demos pave the way to money in the bank—we will certainly be keeping an eye on conversion rates from these booth conversations.

Personally, the booth visitor-to-demo ratio is unlike anything I’ve ever seen. I know many of my colleagues shared similar perspectives. It seemed as if one out of every two people we spoke with  I’m eager to see how things continue to pan out.

Events Still Matter

Our Chief Strategy Officer, David Fortino, always leaves events buzzing. The man who sleeps, eats, and breathes passion for marketing walks away with ideas from clients, prospects, and partners. “A million new marketing narratives need to be vetted, and product ideas must be prioritized,” he said.

He also gets quite sappy about his appreciation for his team and the NetLine explorer at large. “I cannot overstate how humbling it is to work with them,” he said. Dave mentioned there were a few times during the conference when he stepped away from the booth and admired from afar: a dozen prospects at a time while delivering concurrent demos. “My eyes welled up, and my arms tingled with goosebumps. The smiles and occasional tears as we parted ways confirmed what we have built together.”

Indeed, it is a joy to be part of this team. I’ve had a few stops in my career and my time at NetLine has been my favorite, hands down.

Our team may be small, but we are mighty. Dave continued to share his appreciation with the group, thanking everyone for, “consistently punching above your weight and budgets. Most vendors in the space are in awe of what you’re capable of.”

There will be more events to come this year. But for now, the lessons of Forrester are good ones that will guide us through the rest of 2024.

As ad costs have exploded in the last year, founders and CMOs are seeking alternatives to paid acquisition.

HubSpot recognized the value of organic search early, enabling our growth alongside the expanding search landscape.

While AI-powered search experiences are reshaping the search landscape, we’re still firm believers in search. To vet whether organic search is an opportunity for you, you need to understand your Search TAM (Total Addressable Market).

Most CMOs are familiar with the concept of Search TAM, but from my experience, most marketers artificially limit their opportunities when calculating it. Kieran and I recently dove deep on how we calculate Search TAM in an episode of Marketing Against the Grain.

Before going into the specifics, let’s first cover why paid ads typically won’t scale forever.

Why Paid Advertising Doesn’t Work Forever

Most of the reasons to deviate from paid advertising come down to cost. After all, paid advertising gets more expensive as it scales.

As Kieran shared in our recent episode, you can scale paid ads indefinitely if the unit economics are in your favor. For most companies, if you continue to scale the channel will saturate.

To put some numbers behind it, let’s say you’re spending $100K per month on paid media to generate demand. A year from now, you’re not going to be spending $200K per month and getting twice as many leads. You’re going to be spending $200K to get 50% more leads. It’s key to diversify before that point.

Organic marketing isn’t like paid ads, it’s not about direct LTV to CAC. Instead, it’s about diversifying marketing strategies for sustained growth.

Nailing Your Search TAM Starts with Your Product

Most companies fail with organic search because they don’t have the right content path back to their products to monetize a visit. To do this, you start with the feature, then move up one level of abstraction at a time to build a chain of related topics that visitors would want to learn about.

Let’s use an example Kieran referenced in the episode — HubSpot’s paid advertising product, which allows marketers to manage Facebook advertising campaigns.

If you move up one level from the product, into the education phase, people are trying to learn how to manage and optimize their Facebook ad campaign. Move up one level from that, and people are trying to learn how to develop a more effective paid media mix.

The beauty of laddering up is that it opens the door to a wider variety of content. For instance, you can create content around the following topics that are adjacent to Facebook ads:

• How to create a dashboard for paid social
• How to measure your cost per click
• Understanding a ROAS-to-LTV model

This technique will allow you to design a content acquisition funnel that attracts readers through related blog content, introduces them to a ROAS calculator template, and finally nurtures them into messaging about the HubSpot’s Ads software.

Define Your Topic Clusters

Creating a content path based on your feature map is enormously powerful. Just taking this approach will be a game-changer for your business. Most marketers tend to do this in the opposite order — create content first, then figure out how to get people interested in their product.

Understanding your Search TAM requires understanding the content path for all of your important topic clusters. The content path we just mapped ladders up to the “Paid Ads” topic cluster, but at HubSpot, we also have topic clusters for email marketing, social media marketing, and a long list of others.

To estimate our true Search TAM, we had to define these topic clusters, then look at all the main keywords we wanted to rank for across all of them. This exercise gave us the total monthly traffic that’s available across all of our keywords. Of course, we knew we wouldn’t get all of that traffic, which is where growth models come in.

Build Growth Models

Once you quantify the total available traffic for the topics you care about, you can model out the traffic you expect to get. There are many ways to do this, and it definitely requires some assumptions. When we do it, we estimate where we might rank for a given topic (e.g., 3rd to 6th).

From there, we factor in average click-through rates from Google to determine how much traffic we can expect, then apply conversion rates based on how we’ve been able to convert customers historically. From that, we can start to understand how many customers we can expect to generate from each topic.

Step-by-Step: How to Find Your Search TAM

To get started building your own Search TAM, download our Search TAM Analysis Template, and follow the steps below.

1. Create a content feature map.

In Kieran’s words: “I create a map of all the features within my product, and then I back out to topics that are associated with those features. What is the job to be done for that feature? And then what are the topics that someone would want to educate themselves about?”

2. Conduct keyword research.

Use a keyword tool like Ahrefs, SEMrush, or Moz Keyword Explorer to research keywords. This should give you a mix of short-tail and long-tail keywords your target audience uses.

3. Estimate search volume.

Analyze the search volume for each keyword. This will help you calculate the potential reach of your target keywords.

4. Analyze competitor keywords.

Find which keywords they rank for and how they target their search audience. This will help identify gaps in your keyword strategy and opportunities for growth, as well as the resources needed to compete on various keywords.

5. Evaluate for trends and seasonality.

Take into account any seasonal trends or fluctuations in search volume that may impact your industry. For example, say your business relies on holiday shopping. Search volume for holiday-specific keywords rises and falls throughout the calendar year. Mapping these fluctuations will lead to a more accurate Search TAM.

6. Calculate total search traffic.

Once you’ve gathered data on keyword search volume, competitor keywords, user intent, and trends, you can calculate an overall view of the potential organic traffic in your market.

7. Apply growth models to calculate Search TAM.

Make assumptions to determine how much traffic you can expect to generate across all topics, then apply benchmark click-through and conversion rates to determine the impact on revenue.

8. Track changes in your Search TAM.

Some keyword volumes are relatively stable, but most will fluctuate with trends and time. This makes it essential to monitor your Search TAM and content strategy to respond to the pace of change.

Check out the full Marketing Against the Grain episode below for a 40-minute explainer on what it takes to build an organic marketing engine:

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

SEO has always been an essential part of my work as a content marketer, but I’ll admit that certain parts of keyword research and formatting posts become tedious. The good news is there are plenty of powerful AI SEO tools that streamline my optimization process and improve rankings on search engine results pages (SERPs).

It can take a long time to fully optimize content for Google, and in my experience, one of the main reasons is there are so many ranking factors to consider. Keyword usage, page load times, content quality, metadata, media — the list goes on for miles.

The whole game changed when marketers adopted AI SEO tools to automate the more repetitive parts. Building and maintaining an SEO content strategy can now be streamlined to consistently deliver results at scale, even with a small team.

If that’s your ideal, I’m here to help. In this guide, I’ll share how AI tools can improve SERP rankings, how marketers are using AI in 2024, and the best AI SEO tools on the market today.

Table of Contents

• How Marketers Use AI
• What Is AI in SEO?
• How to Use AI for SEO
• What Are AI SEO Tools?
• 13 Best AI SEO Tools
• Free AI SEO Tools

How Marketers Use AI

As a content marketer, I use AI tools for help with a range of tasks, from research and brainstorming to project management and analytics. Digital marketers also use AI to support content creation, most commonly writing copy for social posts, blogs, and websites.

A huge caveat is that AI-generated content usually isn’t ready to publish right away. It’s best to put AI drafts through human review to ensure accuracy and quality.

In short, instead of marketing coming down to AI vs. humans, the two should work together.

Treat that list as a teaser of the perks you can enjoy. Still, I’m often asked whether marketers should use AI for SEO in the first place.

According to research by seoClarity, 86% of enterprise SEO professionals have already implemented AI into their SEO marketing strategy. However, don’t walk into it blindly. There are both advantages and drawbacks to incorporating AI SEO tools into your marketing operations.

Potential Drawbacks of Using AI for SEO

While AI helps me speed up repetitive workflows, it lacks human judgment. This can present risks because SEO is fundamentally about delivering content with relevant value to human beings.

Research by seoClarity revealed that content quality and authenticity are concerns for 65% of enterprise SEOs. Meeting these two ideals is the biggest challenge of using AI in SEO.

Another issue to look out for is over-optimization. For example, keyword stuffing will lead to a negative reader experience by making content unreadable, regardless of what an AI tool recommends.

Advantages of Using AI for SEO

In my experience, one of the main benefits of using AI in SEO is how much time you can save. In our survey of over 1,350 marketing professionals, 90% of respondents said that AI and automation reduce time spent on manual tasks so they can focus on the best part of the job — the creative work!

AI tools also have a wide variety of applications; I use them to improve multiple ranking factors, including user experience, content quality, and technical SEO.

One thing’s for sure: To use AI, you inevitably need to pick a software tool.

What Are AI SEO Tools?

AI SEO tools are software solutions that leverage artificial intelligence features like machine learning and natural language processing (NLP). Their goal is to support digital marketers’ SEO efforts like brainstorming, strategy, content optimization, and performance tracking.

You’ll get a clearer picture with some real examples. Here are my favorite AI-driven SEO solutions to help you reduce manual tasks and improve search engine rankings.

In this list, I included tools to help with all parts of the SEO process, including strategy planning, content optimization, and technical SEO.

Only interested in free tools? Skip to the next section.

1. HubSpot AI Tools

Price: Create a bundle to get a quote.

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I use HubSpot’s suite of AI tools to work more efficiently, develop my SEO strategy, and create optimized content that ranks high in SERPs. What I love about these tools is that they are specifically designed to allow for easy transitions between manual and AI-assisted creation, giving me the best of both worlds.

The most impressive thing about HubSpot’s AI-driven content generation tools is that they’re adept at generating copy for a wide range of needs, from blog posts to landing pages to marketing emails and beyond.

Here’s how I use HubSpot in my day to day:

• I scan my website using the SEO suggestion tools to automatically identify optimization opportunities. This tool ranks recommendations by priority, so it’s easy to see which actionable insights will be the most impactful.
• I leverage the AI content writer, which helps me brainstorm topics and fill out my editorial calendar. It’s also useful for drafting email copy and pitching guest posts to chase high-quality backlinks.
• Once I have ideas, I turn to the AI blog writer to transform them into comprehensive, engaging blog posts. All I have to do is feed the tool an outline or a set of bullet points, and it creates well-structured content that follows SEO best practices. From there, I can review each post and add final touches — this tool is invaluable for maintaining a consistent blog output without sacrificing quality.
• The AI paragraph rewriter is my go-to tool to update existing content and maximize its reach, effectiveness, and longevity. It rephrases and revitalizes copy, ensuring my posts remain relevant, engaging, and SEO-friendly.

What I like: HubSpot’s AI-powered tools are designed to complement your creative process, offering the flexibility to toggle between manual and AI-assisted creation. It facilitates enough efficiency to produce high-quality content at scale.

2. AlliAI

Price: Starts at $299 per month.

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AlliAI helps you easily optimize your website experience for SERPs. One feature I particularly enjoy is its bulk on-page optimization; I use it to set up SEO rules for my entire website. The program also handles code changes on individual pages.

I’ve also gotten a lot of use out of AlliAI’s automated SEO A/B testing, which leverages user behavior data to optimize search page titles and boost organic traffic.

What I like: This AI SEO tool works with all CMS platforms and doesn’t require coding experience, which makes it an excellent choice for anyone new to the technical side of SEO.

3. RankIQ

Price: $99 per month.

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RankIQ is an SEO toolset that I like recommending to content creators and business owners who focus heavily on a blog for marketing. The platform includes several features that make it easier to create SEO blog posts, including the SEO content brief creator, which I use to identify relevant keywords and generate a blog outline in minutes.

I also like using the content-optimizing writing assistant to see which supporting keywords I can add to my posts so they’re more likely to rank at the top of SERPs. If you want to refresh older or underperforming posts, RankIQ’s tools can help you do that in less than 30 minutes.

What I like: RankIQ has an extensive keyword library of low-competition, high-traffic search terms that make it easy to find high-ROI opportunities.

4. INK

Price: Starts at $39 per month.

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INK is an AI writing tool that looks at top-ranked content and helps you generate posts that outperform other brands. In that way, INK is an SEO assistant because it finds keywords that will enhance your content. This tool is especially helpful when I’m optimizing posts that target high-competition keywords.

What I like: Ink AI offers keyword clustering features, which aren’t offered on many other platforms.

5. Jasper

Price: Starts at $49 per month (per user).

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Jasper is an AI writing assistant that turns one brief into a comprehensive set of marketing assets, including SEO blog posts, emails, and social copy. One thing I love about Jasper is that it makes marketing team collaboration simple through its intuitive campaign dashboard.

What I like: Jasper allows for tone-of-voice customization that helps keep your brand consistent across content.

6. Paraphrasingtool.ai (All-In-One Bundle)

Price: $20 per month.

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Paraphrasingtool.ai is a writing assistant I use to paraphrase content while ensuring it’s grammatically correct, human-written, and highly clear.

The AI tool also includes detailed definitions of the words used in paraphrasing, which makes it good at speeding up research for topics that require more technical knowledge.

What I like: You can paraphrase recorded audio, which is super helpful for video-based research and repurposing content like webinars and interviews.

7. NeuronWriter

Price: Starts at $23 per month.

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NeuronWriter offers AI content creation, internal linking, and competitor analysis. More specifically, it uses natural learning processing (NLP), Google SERP data, and competitor insights to help you create high-ranking blog posts that take search intent into consideration.

Since NeuronWriter includes project management and collaboration features, it’s an excellent choice for teams that focus mostly on content marketing.

What I like: NeuronWriter simplifies content management by combining SEO features with an editorial calendar.

8. OutRanking (SEO Writer Plan)

Price: $79 per month.

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OutRanking uses AI SEO software to power your entire SEO content strategy. In addition to features that improve individual pieces of content, OutRanking provides in-depth keyword research tools that focus on building topical authority.

While there is a starter plan, it’s limited to five SEO documents. I recommend the SEO Writer Plan, which offers 15 documents, automated optimization, and internal linking.

What I like: OutRanking helps you create a prioritized content calendar tailored to your SEO goals. It builds topical authority, an otherwise daunting task.

9. Surfer SEO (Scale AI Plan)

Price: $219 per month.

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Surfer SEO is a comprehensive tool that speeds up content creation. How? The SEO strategy platform uses AI to generate outlines and blog posts. One thing that impresses me about Surfer’s AI content generation is that it can produce articles in ten different languages.

Not to mention, Surfer AI can automatically scan SERPs to choose the best tone of voice for each article. Alternatively, have the tone match your brand’s signature. Either way, using Surfer correctly will boost your organic traffic and search engine rankings.

What I like: Surfer SEO generates an outline first so you can review and make changes before it creates a full blog post.

10. Scalenut

Price: Starts at $39 per month.

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Scalenut offers a suite of SEO marketing tools, including a keyword planner, SERP analyzer, article writer, and content optimizer. With Scalenut’s feature-rich software, you can analyze the search volume and relevance of potential keywords using AI.

I like using the article writer to generate outlines based on SERP data. In the post editor, the real-time feedback and recommendations provide an easy way to increase the visibility of your posts.

What I like: Scalenut’s customer support is exceptionally fast and friendly. The company often releases new features to keep up with the latest AI SEO trends.

11. Pictory

Price: Starts at $29 per month.

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Pictory is an AI video generator that creates high-quality videos in a matter of minutes. All you have to do is upload a video script to the platform; Pictory uses it as the foundation for the video’s content. You can make final tweaks before saving or publishing it.

One way I increase website retention time and engagement on blogs and socials is by adding videos that complement my written content. Honestly, I don’t have much experience creating videos manually, so I use Pictory’s AI tools as an efficient shortcut.

Pictory comes in handy when I want to repurpose webinars, podcasts, and even Zoom meetings.

What I like: Pictory is remarkably user-friendly, and its short learning curve makes for a faster ROI.

12. NitroPack

Price: Starts at $21 per month.

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Page speed is another key element of SEO success, and NitroPack is an AI-driven tool that takes the guesswork (and the coding work) out of improving your website’s performance.

As someone who has more experience with content than code, having a tool that streamlines technical SEO tasks is a game changer.

NitroPack automatically resizes and compresses images to ensure your website loads faster. I also enjoy using the automatic caching tool and code optimization features to speed up page load times.

What I like: This AI SEO tool offers a test mode so you can try out new features without actually affecting your website’s user experience.

13. NeuralText

Price: Starts at $19 per month.

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NeuralText is a comprehensive SEO and content tool for keyword research, AI copywriting, and content optimization. It uses data from top-ranked pages on SERPs to generate high-quality, well-researched content.

I like that the AI copywriting features include over 50 content templates spanning blog posts, social media ads, and brand slogan ideas.

I also use NeuralText’s content optimization editor to improve both new and existing blog posts based on its tailored recommendations.

What I like: The keyword research tool makes it easy to identify long-tail keywords and uncover search intent.

Free AI SEO Tools

If you want to get started without breaking the bank, check out my favorite free AI SEO tools. They’ll still save you time and boost SERP rankings.

ChatGPT

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ChatGPT is one of the most popular AI-powered chatbots, partly because it has many uses, including some SEO tasks. While I don’t recommend ChatGPT for long-form content generation, I do use it as a quick escape from writer’s block. Specifically, it’s helpful for ideation, keyword brainstorming, and quickly generating ideas for titles and meta descriptions.

It’s worth noting that with generative AI, the quality of the output depends on the quality of the input. To up your ChatGPT prowess, browse our 70 AI prompts for marketers to use.

What I like: You can save conversations by topic or project, which keeps ideas organized.

Perplexity AI

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Perplexity is one of my favorite tools for research because you can upload PDF files to receive a summary of key insights. The free version allows you to upload three files per day, and you can ask multiple questions related to the files you upload.

What I like: The focus feature lets you specify which types of sources you want the tool to use when generating an answer.

QuillBot AI

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When you need a quick paraphrasing tool, use QuillBot — it lets you paraphrase up to 125 words at a time for free. The free plan also provides basic summaries and text generation with a limit of 50 AI prompts per day.

It’s a handy little refining tool I like to use when I have writer’s block, or when I want to summarize an article for a social post or email marketing copy.

What I like: It offers a Chrome extension, so you don’t need to switch back and forth between tabs.

Level Up Your Marketing With AI SEO Tools

If there’s one thing I know after years of working in SEO, it’s that it’s always changing, whether with search algorithm updates or user preferences. Outranking the competition means keeping up with the latest best practices.

Fortunately, advances in AI mean that the tools we use to execute our SEO strategies are also evolving and getting more efficient. To learn more about unlocking your SEO potential and boosting productivity, explore HubSpot AI tools today.

Editor’s Note: This post was originally published in May 2023 and has been updated for comprehensiveness.

Want to launch your own podcast (or a podcast for your company) but don’t know where to start? I’ve put together a podcast launch checklist you can use to get your project up and running, along with tips gathered from my personal experience and insights from members of the HubSpot Podcast Network.

Let’s rewind before 2018, when I started my own show, Balanced Black Girl. I was one of the estimated 120 million people listening to podcasts monthly. Eventually, I had an idea of my own and was able to launch with no prior audio experience — and if I can do it, you can, too.

In fact, starting a podcast is easier than ever as the medium has increased in popularity and profitability. Here’s the ultimate checklist to help you start a successful podcast.

Table of Contents

• Starting a Podcast Checklist
• Things To Know Before Starting a Podcast
• Everything You Need to Start Your Podcast Today

Starting a Podcast Checklist

• Determine your niche.
• Identify your ideal listener.
• Name your podcast and secure social media handles.
• Decide which format and publishing schedule you’d like to follow.
• Select a podcast hosting service.
• Create podcast cover art.
• Get your podcasting equipment.
• Create a roadmap and reach out to potential guests.
• Plan your launch episodes in more detail.
• Record and edit your first three episodes.
• Write the show notes for your launch episodes.
• Create a podcast trailer.
• Upload and schedule your trailer and launch episodes.
• Submit your podcast to online podcast directories.
• Market your podcast and celebrate your launch.

1. Determine your niche.

If your show is too general, listeners will never know what to expect for your show. If they don’t know what they’ll get, they tune out. Kyle Denhoff, Sr. Director of Marketing at HubSpot, echoes this sentiment.

“The more focused you are, the easier it is to build an audience. For example, be the strategy show for B2B marketers or the news show for AI enthusiasts,” says Denhoff, who oversees demand generation for all channels, including podcasts.

For my show, I started by figuring out the genre and niche that my podcast would fall under. This made it easier for platforms like Apple Podcasts and Spotify to categorize my content so my target audience could find it. For instance, my podcast show falls under the broader wellness genre, with a more specific focus on the experience of Black women.

Other popular podcast genres include:

• Arts.
• News.
• Music.
• Finance.
• Business.
• TV and film.
• Education.
• True crime.
• Society and culture.

Pro tip: Determine which genre best describes the podcast you’d like to create or the industry you’re in, and keep this topic in mind as you plan out your content and prepare for launch.

2. Identify your ideal listener.

After choosing the wellness genre, I took time to zero in on my ideal listener, which I found similar to creating a buyer persona. Creating an ideal listener helped me hone my messaging and create a clearer focus within my genre.

Here are some characteristics I recommend considering when describing your target audience:

• Age.
• Income.
• Interests.
• Hobbies.
• Occupation.
• Education level.
• Geographic location.

I also found it useful to brainstorm. I asked myself the following questions.

• What is this listener interested in?
• How often do they listen to podcasts?
• Where do they learn about new podcasts?
• If you were having a conversation with this listener, what questions would they ask?
• What other podcasts is this person listening to, and what does that tell me about what they want to hear?

The answers to these questions helped me craft content that was especially relevant for my potential listeners.

Pro tip: If you have friends or colleagues who fit your ideal listener profile, it can be helpful to survey them to get their feedback on your podcast idea and learn more about their media consumption habits.

3. Name your podcast and secure social media handles.

At this point, you know what your podcast is about and have identified your ideal listener. Now, it’s time to choose a name.

Whether your podcast name is related to your business or something entirely new, perform an extensive search to ensure the name you want is available. You don’t want to pick a title already associated with any other podcasts, brands, or registered trademarks.

At this stage, I also recommend registering the domain name and social media accounts you’ll be using to promote the podcast and engage your audience. While you won’t need them right away, the last thing you want is to create artwork and produce your podcast, only to find out that the handles you want have been taken.

Pro tip: Running a search in the U.S. Patent and Trademark websites can help you ensure there are no existing trademarks on the name you want.

For more insights on choosing the right niche, naming your show, and more, you can check out HubSpot’s video on nine pro tips for starting a podcast.

9 Pro Tips to Start Your Podcast in 2024 (FREE Guide)

4. Decide which format and publishing schedule you’d like to follow.

After naming your show, it’s time to get into the weeds of what your podcast will look like by choosing the format type and your publishing cadence.

Common podcast formats include:

• Scripted.
• Interviews.
• Storytelling.
• Documentary.
• Conversations.

When considering the publishing cadence you’d like to follow, note that the most common podcast publishing schedules are weekly, bi-weekly, and monthly. That said, consistency is more important than frequency when it comes to podcasting. Above all, choose a schedule you can maintain.

Pro tip: Denhoff recommends starting with your podcast’s purpose, suggesting that you “define the value your podcast aims to provide. Are you filling a need for news, education, or entertainment? Your content should align with the role it plays in your audience’s life.”

For instance, if the value you provide is entertainment, then a scripted or storytelling format might work best. Conversely, since one of my goals is to amplify the voices of Black women in the wellness space, most of my show uses an interview format.

5. Select a podcast hosting service.

Now, you want to select a podcast hosting platform. These platforms help you store episodes and make them available in RSS feeds so you can distribute them on platforms like Spotify or Apple Podcasts.

I think Buzzsprout is an excellent place to start, as it offers a free plan and low-cost paid tiers. If you want more advanced features like monetization options, listener analytics, and subscriptions, premium services like Captivate or Libsyn could be a good fit for you.

Pro tip: Get your own website. This way, you can switch hosting services if need be while providing a seamless transition for your listeners.

6. Create podcast cover art.

Your cover art gives podcast listeners a first impression of your show before they press play, so you want it to be good. I like using tools like Canva to create my cover art and templates for different types of episodes.

Before I started to work on my own graphics, I found it helpful to browse directories like Spotify, Apple Podcasts, and Google Podcasts to identify common visual elements among the top-rated shows and add those that suited my brand.

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When creating your artwork, make sure that:

• It’s easy to read in smaller sizes.
• It’s consistent with your branding.
• It’s a clear image that doesn’t appear blurry.
• It doesn’t contain any copyrighted images or logos of non-affiliated companies.

Pro tip: It’s also imperative that your podcast artwork is the correct size. Apple suggests using a 3,000×3,000-pixel image to future-proof your artwork.

Incorrect sizing can impact your podcast’s ability to publish and display in directories correctly, so you’ll want to make sure your artwork is the right size. So, when your artwork is complete, upload it to your podcast hosting service to ensure it shows up correctly across platforms.

7. Get your podcasting equipment.

Your podcast recording setup can be as complex or as simple as you’d like. If you’re opting to record at a local studio, this would be the perfect point in the process to research options near you and book a recording session.

If you plan to record at home and are looking for a straightforward setup, you’ll need the following:

• Headphones.
• A laptop or computer.
• Recording software such as Squadcast, Zencastr, Zoom, or Riverside.
• A USB or XLR microphone (if you use an XLR microphone, make sure you get a mixer to connect the mic to your computer).
• Editing software such as Alitu, GarageBand, Audacity, Adobe Audition, or Descript.

Pro tip: You don’t need to break the bank on recording equipment to start a high-quality podcast. Check out this list of recommended podcast tools and find the items that fit your budget and experience level.

8. Create a roadmap and reach out to potential guests.

While you may be itching to get behind the mic at this point (I know I was), I found it helpful to create a high-level outline of your show’s first 10 to 20 episodes before you record.

When I spoke with Joe Fier of The Hustle & Flowchart podcast, he described one way you can break down the first 20 episodes based on their purpose:

• Introduction: 1 episode (5%).
• Value episode: 6 episodes (30%).
• Community episodes: 3 episodes (15%).
• Offer episodes: 2 episodes (10%).
• Guest appearances: 4 episodes (20%).
• Repurposed content spotlight: 4 episodes (20%).

This is just one example and can be adapted based on your genre and the content types you’ve chosen to create.

If you plan to interview guests, I recommend creating your guest list and reaching out at this stage. I found that confirming availability with guests helps me plan out my podcast schedule in advance so I can stay consistent with my publishing schedule.

Pro tip: If you plan on featuring other people in your podcast, look at your existing network for potential guests. It’s tough to get people on board with cold outreach if you don’t have any existing material people can review before they agree to the interview.

9. Plan your launch episodes in more detail.

Once you know your overall plan, you can map out more details about the episodes that will accompany your launch. Yes, episodes.

After all, getting podcast listeners isn’t that different from how music artists draw attention to their work — you lure them in with a good song, but it’s not until they’ve listened to the other songs in the album that you have truly caught them.

Fier agrees and states, “Launching with two or three episodes is best because you want to keep your audience in that momentum.”

In my experience, starting with a few episodes also gives you a chance to earn more downloads, ratings, and reviews in a shorter period of time, which can be helpful for discoverability and ranking on the charts.

Fier goes on to recommend using the first episode as an introduction that “highlights your expertise and then shows people where you’re going to take them in your podcast.” From there, you can use the follow-up episodes to show them what that looks like.

Pro tip: If you plan to feature guests in your show, Fier suggests bringing your first guest early on to introduce your audience to the type of interviews they can expect. “It’s also a great marketing strategy to get a guest to introduce you and your show to their audience,” he says.

10. Record and edit your first three episodes.

With the outline of each episode in your launch plan, it’s time to record and edit. Before recording, I like to create a script for each podcast episode outlining the points I want to make (if it’s a solo show) or the questions I’d like to ask the guest I’m interviewing.

Creating a solid script or outline is especially helpful when you’re a new podcaster getting used to the medium.

Once your scripts are ready, record your launch episodes in your recording software of choice. You can then edit them yourself or hire an editor to do so. When editing, be mindful of background noise and filler words that could distract the listener.

Pro tip: Read your scripts out loud to hear how they sound. This will help you imagine your content as a podcast before you start recording.

11. Write the show notes for your launch episodes.

Now that your first few episodes are recorded, it’s time to write the show notes.

Show notes are essentially short blog posts that accompany each podcast episode. They are a great place to put a general description of the episode along with community links, such as an email sign-up.

When I write show notes, I like to include:

• A general summary of the episode.
• Time-stamped chapters of different topics we cover.
• Information about my guest (if it’s an interview).
• Links to sponsors and any mentioned resources.

While it can be tempting to gloss over show notes, it’s worth putting in some effort. I’ve found that besides helping with SEO, which can bring new listeners to your show, show notes can also keep your audience engaged and ready to follow your content on other platforms.

Pro tip: Include links to relevant resources, such as books or studies you mention during the show. This creates more value for listeners and can increase engagement.

12. Create a podcast trailer.

As one final step before uploading your first show, record a trailer. A trailer is a short audio clip that introduces your podcast to new listeners and gets them excited to tune in. In your podcast trailer, you’ll want to include:

• An introduction to your podcast and what it’s about.
• When listeners can expect new episodes.
• A teaser of what’s to come or highlights so the audience knows what to expect.
• A call-to-action inviting the listener to come back.

Pro tip: Keep your trailer engaging and informative but concise. One to two minutes in length is all you need.

13. Upload and schedule your trailer and launch episodes.

Now that you have your first three episodes, show notes, and a trailer, you’re ready to publish. Upload your audio files and show notes to your podcast host, and schedule your episodes to publish on your desired launch date.

Pro tip: Your launch date should fall on the day of the week you plan to publish moving forward so your audience knows right from the start when to tune in.

14. Submit your podcast to online podcast directories.

Once your first episodes are uploaded to your podcast service, it’s time to submit to podcast directories so listeners can tune in to your show. Remember that directories can take a few days or a couple of weeks to approve your podcast. You’ll want to factor that time into your launch plan.

I recommend starting with the platforms that have the widest reach. The top three podcast directories based on number of listeners are:

• Spotify, with 25% of total listeners.
• Apple Podcasts, with 20% of total listeners.
• Google Podcasts, with 16% of total listeners.

Streaming your podcast to other platforms such as Stitcher, Castbox, Pandora, and Amazon Music can be managed within your podcast host settings.

Pro tip: Revisit step two to see which streaming services your ideal listener uses to discover and follow their podcasts.

15. Market your podcast and celebrate your launch.

Congratulations — you just launched your first podcast! Now, it’s time to get the word out by marketing your show to your ideal listeners and celebrating your hard work.

I’ve found that short-form videos are excellent ways to promote my podcasts, so I use Instagram reels to highlight top clips from my interviews.

Pro tip: Fier suggests leveraging YouTube as a podcast marketing channel, saying, “Video is going to be a piece of podcasting in this day and age. YouTube will be where a lot of momentum is happening for podcasts because of their algorithm.”

For even more information on organizing, producing, and marketing your podcast, download our Ultimate Guide to Starting a Podcast for free. You’ll even get email outreach templates and tips on the best ways to measure success.

Things To Know Before Starting a Podcast

After publishing more than 270 episodes of my show, I can say that the journey has been exciting, surprising, and rewarding. When I recall my early days, there were plenty of things I had yet to learn.

Here are a few things I recommend knowing before you start a podcast.

Know the value of guests.

Getting used to the podcast format can take some time. To give yourself a head start, Fier says, “Guesting on other shows can be the best first step because you get to practice the muscle.”

Plus, guesting is also an excellent way to reach a wider audience and promote your own show in the long term.

Listeners don’t mind ads as much as you think.

Compared to other marketing channels, podcasting is one of the more advertising-friendly options. One survey showed that 46% of podcast listeners don’t find ads intrusive at all. In contrast, 77% of people find ads somewhat or very intrusive on YouTube, and 64% find ads somewhat or very intrusive on TV.

As such, don’t feel shy about working with sponsors who are a good fit for your brand. In a podcast setting, ads are less likely to be a turnoff for listeners. If you can tie ads into the theme of your show or episode, they can be especially valuable for your audience.

Podcasts take preparation.

Podcasts are an excellent way to build community with your target audience, but if you want to grow your show’s audience, you must prepare. From identifying your ideal listener and drafting a launch plan to crafting outlines for each show, the importance of research, planning, and preparation never goes away.

That said, you don’t need to achieve perfection to be prepared. Trust me, though, I know the temptation of getting every detail just right. Once you’ve done the work, the best thing you can do is to get started. Over time, you can adjust your strategy based on your metrics and listener feedback.

Everything You Need to Start Your Podcast Today

I honestly love the podcast medium and believe more and more people should give it a try. And remember — if you’ve got a podcast idea that’s chomping at the bit, this podcast launch checklist can serve as a roadmap to turning it into a reality.

Editor’s note: This post was originally published in September 2022 and has been updated for comprehensiveness.

If you’re a graphic designer, I have to give you praise because, without your creativity and your keen eye for design, it would be a struggle for marketing to create campaigns that catch their audience’s attention.

And what better way to show my appreciation to graphic designers than to write a post with helpful graphic design resume examples and tips that can help you land your next job?

You’ve come to the right place if you’re a graphic designer looking for your next gig or want to refine your resume. Let’s dive in!

Graphic Design Resume Best Practices

Graphic Design Resume Examples

Graphic Design Student Resume Examples

Graphic Design Resume Best Practices

Before I discuss the graphic design resume examples below, I’ll outline some best practices for putting your resume together.

Use a clean layout.

Graphic design is a field that naturally attracts creative people like yourself, so you might be tempted to create a colorful, unique layout that shows off your eye for design.

However, your resume should have a clean layout that is easy to read and won’t confuse any applicant tracking systems (ATS) your potential employers use.

In her YouTube video, “The Resume That Got Me Hired As A Designer,” graphic designer Victoria Gillerlain says a clean layout is the way to go.

“If your resume is hard to read, hard to look at, overly contrasted, or just makes people [wince] when they look at it because it’s so overwhelming — that’s not good,” she explains. “[Recruiters] are probably not going to even bother to look into the content itself, and you want them to look at it!”

Gillerlain uses her own resume as an example of what to do, and she notes the absence of color in her document.

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“The reason behind that is that your resume is a professional document, and although you’re in a creative field, using this as a creative document—not everyone who is looking at your resume is going to necessarily be in a creative field,” she says. “Lots of times, there are going to be HR managers or recruiters who are looking at your resume and have nothing to do with the creative field.”

Gillerlain says those people may look at an overly colorful resume and think, “Why does it have so many colors and graphics?”

“On top of that, if you’re going to be in an on-site role at all, a lot of times people will print out your resume … there’s a chance that none of that is going to actually print, and they might just print it in black and white — so it might now look as you intended it,” she says.

Include links to your portfolio.

Even the most well-put-together resume in the world can’t replace a glowing portfolio.

So, make sure your resume includes links to your work. Graphic design is a creative and visual industry, and including links to your portfolio will allow recruiters to see your experience and qualifications in action.

Tailor your resume for every application.

This is golden advice for any industry. You should always tweak and tailor your resume for each job you’re applying for. This means incorporating keywords from the job posting and highlighting relevant experiences and skills.

One graphic design job opportunity may require a skill that isn’t as relevant in other opportunities in the industry, and you don’t want your resume to leave out that key detail.

So, read the job description closely and tailor your resume so that it applies and sets you up for success.

Mention your education.

“If you have a degree, even if it’s unrelated, list it,” Gillerlain says. “Having a degree shows that you’re credible and committed, and a lot of places like to see that you have one nowadays.”

Gillerlain suggests listing your degree, your minor (“If you want,” she says), where you got it, and when.

To learn more general resume best practices, regardless of industry, check you my colleague Martina Bretous’s post about resume tips that will help you get hired.

Graphic Design Resume Examples

1. Victoria Gillerlain’s Graphic Design Resume

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I mentioned this resume earlier, but I want to dig a little deeper. Notice how the resume is simple, easy to follow, and to the point.

It’s not very colorful but still includes small, unique design elements (like the large V logo in the corner) that help it stand out without being distracting.

Gilerlain also includes a link to her website portfolio, so recruiters can find her work without having to do any additional digging.

Pro-Tip: It’s okay to add unique elements to your resume to show your creativity, but keep those elements simple, like in the example above.

Cool-toned colors for headlines and a simple logo can be just enough to separate you from other applicants without overshading the contents of the document.

2. Anna Chen’s Graphic Design Resume

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The above resume features a minimalist design that keeps the recruiter’s focus squarely on the applicant’s experience, qualifications, skills, and work history.

Pro Tip: While I like this resume for its simple design, I notice it doesn’t include a space for Chen’s education history, such as if she has a degree or is actively working toward one.

A simple design is excellent for resumes, but you should still include space for your education credentials.

Also, notice the most recent work experience is not bulleted. Applicants should include bullet points to make their resume more readable.

3. Charles Bloomberg’s Graphic Design Resume

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This resume is excellent because it’s clean and includes all relevant information. I especially love how the applicant made sure to include his education and relevant certifications.

Pro Tip: Notice the small icons at the top symbolizing his location, email, phone number, and LinkedIn.

This information is a must-have, but icons and symbols can confuse applicant tracking systems and can harm the chances of your resume getting the attention of a recruiter.

So, avoid symbols and icons in your resume whenever possible.

4. Clara Thompson’s Entry-Level Graphic Design Resume

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This resume includes a pop of color that catches the eye without distracting from its contents. Thompson’s contact information is listed neatly in the upper right corner of the page, leaving plenty of room for her work experience.

What I Love: The resume is an excellent example for individuals just starting their careers. I love how it highlights relevant projects the applicant completed before freelance work.

5. Samantha Angel’s Senior Graphic Designer Resume Example

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I’m biased because purple is my favorite color, but this is one of my favorite examples. Samantha’s resume includes her work experience and a bulleted list of responsibilities. It also features her activities outside work and degree, adding more legitimacy to her application.

Pro Tip: Like Samantha, consider adding activities and certifications you’ve completed outside of your career to beef up your resume and show you’re a well-rounded candidate.

Graphic Design Student Resume Examples

If you’re a student trying to break into the graphic design industry, here are some examples to get you going in the right direction.

1. Minimalist

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The sample resume is an excellent example for graphic design students looking for entry-level opportunities. If you’re new to the field but have internship or volunteer experience that applies to the role, include them as your work experience.

What I Love: The resume is simple and clean, with nearly all relevant information listed.

2. Black and White

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Like the previous example, this resume lacks color—that’s okay! As I mentioned earlier, it’s not essential to have color. A pop of color can show you creativity, but there’s no guarantee a recruiter or hiring manager will see it or care.

What I Love: I can’t emphasize enough the importance of having a clean, easy-to-read resume. This format will pass ATS without issues and neatly display your qualifications.

3. Traditional with a Pop of Color

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If you want a pop of color in your resume, this example is an excellent template to emulate. It showcases the applicant’s creative flair while highlighting all the essential information.

However, be mindful of adding odd symbols and icons. Again, they can pose a problem for ATS.

Pro Tip: If using color, use it sparingly and pick a color that isn’t too jarring. Like the one in the example, a calming blue is a great choice.

Graphic design, like most creative fields, can be a harsh industry to break into. However, you have the best chance if you have a portfolio, skills, experience, and a clean resume to vouch for you. Good luck!