Categories B2B

Why Intent Data Should Be An Essential Part Of Sales Enablement

In a previous post, we covered how to get the sales handoff right and why first-party and validated buyer data is essential in this process

It’s important to realize that although intent data has played a major role in discovering and nurturing leads before being handed over to sales, its job isn’t finished at that handover. There is still work that intent data can do.

Here’s a look at sales enablement and why intent data should play a part in this vital part of the sales process. 

Luna is hard at work on her flux capacitor, fusing intent data into her sales approach. [Image via ChatGPT]

How does intent data support the sales enablement process?

Let’s start off with a quick definition, as Oracle defines it:

Sales enablement is the set of tools and content provided to your sales teams to help them sell smarter and sell more.

Sales enablement also includes the processes that marketers undertake to help sales reps sell. This encompasses everything that’s done to generate leads, manage those leads and then hand those leads over to the sales team.

According to Gartner, sales enablement is owned by both sales and marketing, with marketing being responsible for creating resources, including content, messaging, and training. In fact, sales enablement is the top sales activity that marketing is actively involved in

But where does intent data fit into the equation? If you are unsure what intent data is, have a look at our post on buyer-level intent for a detailed exploration of this crucial form of data.

Intent data, especially at the buyer level, reveals the interests and behaviors of your target buyers. 

Think of intent data as the digital footprints left by your prospects, revealing insights into what they are searching for, the content they engage with, and the online behavior that points towards their readiness to purchase. 

This game-changing intelligence is key for sale enablement as it arms sales teams with valuable information about their buyers: They know who the buyer is and what their needs are. 

This, in turn, permits sales to custom-fit their outreach and messaging so that it’s meaningful, personalized, and relevant

Additionally, buyer-level intent data allows sales teams to discern between lukewarm leads and those showing high engagement and interest. Being able to prioritize allows sales teams to concentrate their efforts more efficiently and funnel their attention to those leads that are most likely to convert. 

What are the benefits of incorporating intent data into sales enablement initiatives?

We have already covered how intent data supports sales enablement by providing sales teams with useful and relevant data about buyers, but what are the tangible benefits of integrating intent data into your sales enablement initiatives? Let’s have a look.

Improved lead quality:
This benefit starts well before a buyer appears on sales’ radar. Buyer-level intent data ensures better quality leads are being passed from marketing to sales because marketing is able to see what a buyer is engaging with, why they are doing so, and, most importantly, who that buyer is.

When that lead is handed over to sales, they already know who they are engaging and their pain points. They also know that the buyer is in the late stage of their journey and ready to make a purchase decision.

More efficient sales processes:
Sales can be tricky business, especially if you don’t really know who you are selling to. If you are relying solely on account-level intent data, you’ll have some inkling into the account but you don’t know
who you are selling to.

Not knowing the who can often feel like you’re wasting time and resources on chasing an account and never getting to a person. However, with buyer-level intent data, sales processes are more efficient because you have access to the who but also the why and when.

As Matt Heinz, Founder/President of Heinz Marketing, explains in NetLine’s The Proof is Out There report: 

Buyer-level intent data answers both of these questions. It’s not just about ‘who’ to call. When you add ‘why’ and ‘when,’ it’s like adding rocket fuel to your sales engagement, productivity and conversion metrics.

Matt Heinz, Founder/President of Heinz Marketing, from NetLine’s The Proof is Out There eBook.

Increased conversion rates:
We saved the best for last because the ultimate goal in sales is to convert a prospect into a customer. It’s not always an easy task, but understanding a buyer’s needs and preferences is half the battle won.

By using customer intent data, sales teams are able to tailor their messaging and outreach in a way that resonates with the buyer’s interests and solves their pain points, leading to higher engagement and, subsequently, higher conversion rates.

How can sales teams use intent data to improve their understanding of buyer needs and preferences?

So, how can sales teams use intent data to improve their understanding of buyer needs and preferences?

We already know that buyer-level intent data reveals who the buyer is. If you have the right technology, you can also answer the all-important questions of what, when, and where.

What actions is the buyer taking? When are these actions taking place? And, where did the actions occur? 

With this information, sales can hold much more efficient discovery calls because they already have answers to many of the basic questions.

They are aware of the topics the buyer has been exploring and, therefore, have a much firmer grasp of the buyer’s pain points and the problems they are trying to solve. This enables sales to style their outreach in a more personalized and precise way. 

Moreover, with improved lead quality, sales will only be approaching buyers who are in-market and receptive to what’s on offer. No more wasting time and effort on prospects who aren’t ready to buy or aren’t showing interest in your product or service. 

Finally, because sales know who the buyers are, they are able to identify the most important decision-makers and influencers within the target account. Again, this knowledge enables sales to focus their efforts on those individuals who have a say in buying decisions and can provide them with messaging and content that is relevant to their role. 

How can intent data be used to create more effective sales collateral and resources?

Beyond informing outreach, intent data can be used to create more compelling sales collateral and resources. With the insights gained from intent data, sales teams can identify the themes that are most important to their target buyers. This information can then be used to develop engaging and relevant content that effectively addresses the needs of your audience.

Furthermore, intent data can shed light on the preferred formats and channels for content consumption. With this knowledge, sales teams can create resources that not only resonate with the target audience but are also delivered via the channels they’re most comfortable with.

When you enable your sales team with intent data, the space you can dominate is boundless. [Image via ChattGPT]

In the fast-paced, highly competitive world of B2B sales, buyer-level intent data provides the edge you need. The trail of useful data that your prospective buyers leave behind is waiting to be explored—don’t miss out on the insights it holds.

Categories B2B

How to Use Excel Like a Pro: 29 Easy Excel Tips, Tricks, & Shortcuts

Sometimes, Excel seems too good to be true. All I have to do is enter a formula, and pretty much anything I’d ever need to do manually can be done automatically.

Need to merge two sheets with similar data? Excel can do it.

Need to do simple math? Excel can do it.

Need to combine information in multiple cells? Excel can do it.

In this post, I’ll go over the best tips, tricks, and shortcuts you can use right now to take your Excel game to the next level. No advanced Excel knowledge required.

Download 10 Excel Templates for Marketers [Free Kit]

What is Excel?

Microsoft Excel is powerful data visualization and analysis software, which uses spreadsheets to store, organize, and track data sets with formulas and functions. Excel is used by marketers, accountants, data analysts, and other professionals. It’s part of the Microsoft Office suite of products. Alternatives include Google Sheets and Numbers.

Find more Excel alternatives here.

Excel is primarily used for creating financial documents because of its strong computational powers. You’ll often find the software in accounting offices and teams because it allows accountants to automatically see sums, averages, and totals. With Excel, they can easily make sense of their business’ data.

While Excel is primarily known as an accounting tool, professionals in any field can use its features and formulas — especially marketers — because it can be used for tracking any type of data. It removes the need to spend hours and hours counting cells or copying and pasting performance numbers. Excel typically has a shortcut or quick fix that speeds up the process.

You can also download Excel templates below for all of your marketing needs.

After you download the templates, it’s time to start using the software. Let’s cover the basics first.

Excel Basics

If you’re just starting out with Excel, there are a few basic commands that we suggest you become familiar with. These are things like:

  • Creating a new spreadsheet from scratch.
  • Executing basic computations like adding, subtracting, multiplying, and dividing.
  • Writing and formatting column text and titles.
  • Using Excel’s auto-fill features.
  • Adding or deleting single columns, rows, and spreadsheets. (Below, we’ll get into how to add things like multiple columns and rows.)
  • Keeping column and row titles visible as you scroll past them in a spreadsheet, so that you know what data you’re filling as you move further down the document.
  • Sorting your data in alphabetical order.

Let’s explore a few of these more in-depth.

For instance, why does auto-fill matter?

If you have any basic Excel knowledge, it’s likely you already know this quick trick. But to cover our bases, allow me to show you the glory of autofill. This lets you quickly fill adjacent cells with several types of data, including values, series, and formulas.

There are multiple ways to deploy this feature, but the fill handle is among the easiest. Select the cells you want to be the source, locate the fill handle in the lower-right corner of the cell, and either drag the fill handle to cover cells you want to fill or just double click:

excel autofillSimilarly, sorting is an important feature you’ll want to know when organizing your data in Excel.

Sometimes you may have a list of data that has no organization whatsoever. Maybe you exported a list of your marketing contacts or blog posts. Whatever the case may be, Excel’s sort feature will help you alphabetize any list.

Click on the data in the column you want to sort. Then click on the “Data” tab in your toolbar and look for the “Sort” option on the left. If the “A” is on top of the “Z,” you can just click on that button once. If the “Z” is on top of the “A,” click on the button twice. When the “A” is on top of the “Z,” that means your list will be sorted in alphabetical order. However, when the “Z” is on top of the “A,” that means your list will be sorted in reverse alphabetical order.

Let’s explore more of the basics of Excel (along with advanced features) next.

How to Use Excel

To use Excel, you only need to input the data into the rows and columns. And then you’ll use formulas and functions to turn that data into insights.

We‘re going to go over the best formulas and functions you need to know. But first, let’s take a look at the types of documents you can create using the software. That way, you have an overarching understanding of how you can use Excel in your day-to-day.

Documents You Can Create in Excel

Not sure how you can actually use Excel in your team? Here is a list of documents you can create:

  • Income Statements: You can use an Excel spreadsheet to track a company’s sales activity and financial health.
  • Balance Sheets: Balance sheets are among the most common types of documents you can create with Excel. It allows you to get a holistic view of a company’s financial standing.
  • Calendar: You can easily create a spreadsheet monthly calendar to track events or other date-sensitive information.

Here are some documents you can create specifically for marketers.

This is only a small sampling of the types of marketing and business documents you can create in Excel. We’ve created an extensive list of Excel templates you can use right now for marketing, invoicing, project management, budgeting, and more.

In the spirit of working more efficiently and avoiding tedious, manual work, here are a few Excel formulas and functions you’ll need to know.

Excel Formulas

It’s easy to get overwhelmed by the wide range of Excel formulas that you can use to make sense out of your data. If you’re just getting started using Excel, you can rely on the following formulas to carry out some complex functions — without adding to the complexity of your learning path.

  • Equal sign: Before creating any formula, you’ll need to write an equal sign (=) in the cell where you want the result to appear.
  • Addition: To add the values of two or more cells, use the + sign. Example: =C5+D3.
  • Subtraction: To subtract the values of two or more cells, use the sign. Example: =C5-D3.
  • Multiplication: To multiply the values of two or more cells, use the * sign. Example: =C5*D3.
  • Division: To divide the values of two or more cells, use the / sign. Example: =C5/D3.

Putting all of these together, you can create a formula that adds, subtracts, multiplies, and divides all in one cell. Example: =(C5-D3)/((A5+B6)*3).

For more complex formulas, you’ll need to use parentheses around the expressions to avoid accidentally using the PEMDAS order of operations. Keep in mind that you can use plain numbers in your formulas.

Excel Functions

Excel functions automate some of the tasks you would use in a typical formula. For instance, instead of using the + sign to add up a range of cells, you’d use the SUM function. Let’s look at a few more functions that will help automate calculations and tasks.

  • SUM: The SUM function automatically adds up a range of cells or numbers. To complete a sum, you would input the starting cell and the final cell with a colon in between. Here’s what that looks like: SUM(Cell1:Cell2). Example: =SUM(C5:C30).
  • AVERAGE: The AVERAGE function averages out the values of a range of cells. The syntax is the same as the SUM function: AVERAGE(Cell1:Cell2). Example: =AVERAGE(C5:C30).
  • IF: The IF function allows you to return values based on a logical test. The syntax is as follows: IF(logical_test, value_if_true, [value_if_false]). Example: =IF(A2>B2,“Over Budget”,“OK”).
  • VLOOKUP: The VLOOKUP function helps you search for anything on your sheet’s rows. The syntax is: VLOOKUP(lookup value, table array, column number, Approximate match (TRUE) or Exact match (FALSE)). Example: =VLOOKUP([@Attorney],tbl_Attorneys,4,FALSE).
  • INDEX: The INDEX function returns a value from within a range. The syntax is as follows: INDEX(array, row_num, [column_num]).
  • MATCH: The MATCH function looks for a certain item in a range of cells and returns the position of that item. It can be used in tandem with the INDEX function. The syntax is: MATCH(lookup_value, lookup_array, [match_type]).
  • COUNTIF: The COUNTIF function returns the number of cells that meet a certain criteria or have a certain value. The syntax is: COUNTIF(range, criteria). Example: =COUNTIF(A2:A5,“London”).

Okay, ready to get into the nitty-gritty? Let‘s get to it. (And to all the Harry Potter fans out there … you’re welcome in advance.)

Note: Some of the GIFs and visuals are from a previous version of Excel. When applicable, the copy has been updated to provide instruction for users of both newer and older Excel versions.

1. Use Pivot tables to recognize and make sense of data.

Pivot tables are used to reorganize data in a spreadsheet. They won‘t change the data that you have, but they can sum up values and compare different information in your spreadsheet, depending on what you’d like them to do.

Let‘s take a look at an example. Let’s say I want to take a look at how many people are in each house at Hogwarts. You may be thinking that I don’t have too much data, but for longer data sets, this will come in handy.

To create the Pivot Table, I go to Data > Pivot Table. If you’re using the most recent version of Excel, you’d go to Insert > Pivot Table. Excel will automatically populate your Pivot Table, but you can always change around the order of the data. Then, you have four options to choose from.

  • Report Filter: This allows you to only look at certain rows in your dataset. For example, if I wanted to create a filter by house, I could choose to only include students in Gryffindor instead of all students.
  • Column Labels: These would be your headers in the dataset.
  • Row Labels: These could be your rows in the dataset. Both Row and Column labels can contain data from your columns (e.g. First Name can be dragged to either the Row or Column label — it just depends on how you want to see the data.)
  • Value: This section allows you to look at your data differently. Instead of just pulling in any numeric value, you can sum, count, average, max, min, count numbers, or do a few other manipulations with your data. In fact, by default, when you drag a field to Value, it always does a count.

Since I want to count the number of students in each house, I’ll go to the Pivot table builder and drag the House column to both the Row Labels and the Values. This will sum up the number of students associated with each house.

excel pivot table creation

2. Add more than one row or column.

As you play around with your data, you might find you‘re constantly needing to add more rows and columns. Sometimes, you may even need to add hundreds of rows. Doing this one-by-one would be super tedious. Luckily, there’s always an easier way.

To add multiple rows or columns in a spreadsheet, highlight the same number of preexisting rows or columns that you want to add. Then, right-click and select “Insert.”

In the example below, I want to add an additional three rows. By highlighting three rows and then clicking insert, I’m able to add an additional three blank rows into my spreadsheet quickly and easily.

excel insert spaces

3. Use filters to simplify your data.

When you‘re looking at very large data sets, you don’t usually need to be looking at every single row at the same time. Sometimes, you only want to look at data that fit into certain criteria.

That’s where filters come in.

Filters allow you to pare down your data to only look at certain rows at one time. In Excel, a filter can be added to each column in your data — and from there, you can then choose which cells you want to view at once.

Let‘s take a look at the example below. Add a filter by clicking the Data tab and selecting “Filter.” Clicking the arrow next to the column headers and you’ll be able to choose whether you want your data to be organized in ascending or descending order, as well as which specific rows you want to show.

In my Harry Potter example, let’s say I only want to see the students in Gryffindor. By selecting the Gryffindor filter, the other rows disappear.

excel filtersPro Tip: Copy and paste the values in the spreadsheet when a Filter is on to do additional analysis in another spreadsheet.

4. Remove duplicate data points or sets.

Larger data sets tend to have duplicate content. You may have a list of multiple contacts in a company and only want to see the number of companies you have. In situations like this, removing the duplicates comes in quite handy.

To remove your duplicates, highlight the row or column that you want to remove duplicates of. Then, go to the Data tab and select “Remove Duplicates” (which is under the Tools subheader in the older version of Excel). A pop-up will appear to confirm which data you want to work with. Select “Remove Duplicates,” and you’re good to go.

excel duplicates removal

You can also use this feature to remove an entire row based on a duplicate column value. So if you have three rows with Harry Potter’s information and you only need to see one, then you can select the whole dataset and then remove duplicates based on email. Your resulting list will have only unique names without any duplicates.

5. Transpose rows into columns.

When you have rows of data in your spreadsheet, you might decide you actually want to transform the items in one of those rows into columns (or vice versa). It would take a lot of time to copy and paste each individual header — but what the transpose feature allows you to do is simply move your row data into columns, or the other way around.

Start by highlighting the column that you want to transpose into rows. Right-click it, and then select “Copy.” Next, select the cells on your spreadsheet where you want your first row or column to begin. Right-click on the cell, and then select “Paste Special.” A module will appear — at the bottom, you’ll see an option to transpose. Check that box and select OK. Your column will now be transferred to a row or vice-versa.

excel transpose

On newer versions of Excel, a drop-down will appear instead of a pop-up.

Excel transpose tool in newer versions

6. Split up text information between columns.

What if you want to split out information that‘s in one cell into two different cells? For example, maybe you want to pull out someone’s company name through their email address. Or perhaps you want to separate someone’s full name into a first and last name for your email marketing templates.

Thanks to Excel, both are possible. First, highlight the column that you want to split up. Next, go to the Data tab and select “Text to Columns.” A module will appear with additional information.

First, you need to select either “Delimited” or “Fixed Width.”

  • “Delimited” means you want to break up the column based on characters such as commas, spaces, or tabs.
  • “Fixed Width” means you want to select the exact location on all the columns that you want the split to occur.

In the example case below, let’s select “Delimited” so we can separate the full name into first name and last name.

Then, it‘s time to choose the Delimiters. This could be a tab, semi-colon, comma, space, or something else. (“Something else” could be the “@” sign used in an email address, for example.) In our example, let’s choose the space. Excel will then show you a preview of what your new columns will look like.

When you‘re happy with the preview, press “Next.” This page will allow you to select Advanced Formats if you choose to. When you’re done, click “Finish.”

excel text to column

7. Use formulas for simple calculations.

In addition to doing pretty complex calculations, Excel can help you do simple arithmetic like adding, subtracting, multiplying, or dividing any of your data.

  • To add, use the + sign.
  • To subtract, use the – sign.
  • To multiply, use the * sign.
  • To divide, use the / sign.

You can also use parentheses to ensure certain calculations are done first. In the example below (10+10*10), the second and third 10 were multiplied together before adding the additional 10. However, if we made it (10+10)*10, the first and second 10 would be added together first.

Excel simple formulas in action

8. Get the average of numbers in your cells.

If you want the average of a set of numbers, you can use the formula =AVERAGE(Cell1:Cell2). If you want to sum up a column of numbers, you can use the formula =SUM(Cell1:Cell2).

9. Use conditional formatting to make cells automatically change color based on data.

Conditional formatting allows you to change a cell’s color based on the information within the cell. For example, if you want to flag certain numbers that are above average or in the top 10% of the data in your spreadsheet, you can do that. If you want to color code commonalities between different rows in Excel, you can do that. This will help you quickly see information that is important to you.

To get started, highlight the group of cells you want to use conditional formatting on. Then, choose “Conditional Formatting” from the Home menu and select your logic from the dropdown. (You can also create your own rule if you want something different.) A window will pop up that prompts you to provide more information about your formatting rule. Select “OK” when you’re done, and you should see your results automatically appear.

Excel conditional formatting

10. Use the IF Excel formula to automate certain Excel functions.

Sometimes, we don’t want to count the number of times a value appears. Instead, we want to input different information into a cell if there is a corresponding cell with that information.

For example, in the situation below, I want to award ten points to everyone who belongs in the Gryffindor house. Instead of manually typing in 10‘s next to each Gryffindor student’s name, I can use the IF Excel formula to say that if the student is in Gryffindor, then they should get ten points.

The formula is: IF(logical_test, value_if_true, [value_if_false])

Example Shown Below: =IF(D2=“Gryffindor”,“10”,“0”)

In general terms, the formula would be IF(Logical Test, value of true, value of false). Let’s dig into each of these variables.

  • Logical_Test: The logical test is the “IF” part of the statement. In this case, the logic is D2=“Gryffindor” because we want to make sure that the cell corresponding with the student says “Gryffindor.” Make sure to put Gryffindor in quotation marks here.
  • Value_if_True: This is what we want the cell to show if the value is true. In this case, we want the cell to show “10” to indicate that the student was awarded the 10 points. Only use quotation marks if you want the result to be text instead of a number.
  • Value_if_False: This is what we want the cell to show if the value is false. In this case, for any student not in Gryffindor, we want the cell to show “0”. Only use quotation marks if you want the result to be text instead of a number.

Excel IF formula in action

Note: In the example above, I awarded 10 points to everyone in Gryffindor. If I later wanted to sum the total number of points, I wouldn‘t be able to because the 10’s are in quotes, thus making them text and not a number that Excel can sum.

The real power of the IF function comes when you string multiple IF statements together, or nest them. This allows you to set multiple conditions, get more specific results, and ultimately organize your data into more manageable chunks.

Ranges are one way to segment your data for better analysis. For example, you can categorize data into values that are less than 10, 11 to 50, or 51 to 100. Here’s how that looks in practice:

=IF(B3<11,“10 or less”,IF(B3<51,“11 to 50”,IF(B3<100,“51 to 100”)))

It can take some trial-and-error, but once you have the hang of it, IF formulas will become your new Excel best friend.

11. Use dollar signs to keep one cell’s formula the same regardless of where it moves.

Have you ever seen a dollar sign in an Excel formula? When used in a formula, it isn’t representing an American dollar; instead, it makes sure that the exact column and row are held the same even if you copy the same formula in adjacent rows.

You see, a cell reference — when you refer to cell A5 from cell C5, for example — is relative by default. In that case, you‘re actually referring to a cell that’s five columns to the left (C minus A) and in the same row (5). This is called a relative formula. When you copy a relative formula from one cell to another, it‘ll adjust the values in the formula based on where it’s moved. But sometimes, we want those values to stay the same no matter whether they’re moved around or not — and we can do that by turning the formula into an absolute formula.

To change the relative formula (=A5+C5) into an absolute formula, we’d precede the row and column values by dollar signs, like this: (=$A$5+$C$5). (Learn more on Microsoft Office’s support page here.)

12. Use the VLOOKUP function to pull data from one area of a sheet to another.

Have you ever had two sets of data on two different spreadsheets that you want to combine into a single spreadsheet?

For example, you might have a list of people‘s names next to their email addresses in one spreadsheet, and a list of those same people’s email addresses next to their company names in the other — but you want the names, email addresses, and company names of those people to appear in one place.

I have to combine data sets like this a lot — and when I do, the VLOOKUP is my go-to formula.

Before you use the formula, though, be absolutely sure that you have at least one column that appears identically in both places. Scour your data sets to make sure the column of data you’re using to combine your information is exactly the same, including no extra spaces.

The formula: =VLOOKUP(lookup value, table array, column number, Approximate match (TRUE) or Exact match (FALSE))

The formula with variables from our example below: =VLOOKUP(C2,Sheet2!A:B,2,FALSE)

In this formula, there are several variables. The following is true when you want to combine information in Sheet 1 and Sheet 2 onto Sheet 1.

  • Lookup Value: This is the identical value you have in both spreadsheets. Choose the first value in your first spreadsheet. In the example that follows, this means the first email address on the list, or cell 2 (C2).
  • Table Array: The table array is the range of columns on Sheet 2 you‘re going to pull your data from, including the column of data identical to your lookup value (in our example, email addresses) in Sheet 1 as well as the column of data you’re trying to copy to Sheet 1. In our example, this is “Sheet2!A:B.” “A” means Column A in Sheet 2, which is the column in Sheet 2 where the data identical to our lookup value (email) in Sheet 1 is listed. The “B” means Column B, which contains the information that’s only available in Sheet 2 that you want to translate to Sheet 1.
  • Column Number: This tells Excel which column the new data you want to copy to Sheet 1 is located in. In our example, this would be the column that “House” is located in. “House” is the second column in our range of columns (table array), so our column number is 2. [Note: Your range can be more than two columns. For example, if there are three columns on Sheet 2 — Email, Age, and House — and you still want to bring House onto Sheet 1, you can still use a VLOOKUP. You just need to change the “2” to a “3” so it pulls back the value in the third column: =VLOOKUP(C2:Sheet2!A:C,3,false).]
  • Approximate Match (TRUE) or Exact Match (FALSE): Use FALSE to ensure you pull in only exact value matches. If you use TRUE, the function will pull in approximate matches.

In the example below, Sheet 1 and Sheet 2 contain lists describing different information about the same people, and the common thread between the two is their email addresses. Let’s say we want to combine both datasets so that all the house information from Sheet 2 translates over to Sheet 1.

Excel VLOOKUP function

So when we type in the formula =VLOOKUP(C2,Sheet2!A:B,2,FALSE), we bring all the house data into Sheet 1.

Keep in mind that VLOOKUP will only pull back values from the second sheet that are to the right of the column containing your identical data. This can lead to some limitations, which is why some people prefer to use the INDEX and MATCH functions instead.

13. Use INDEX and MATCH formulas to pull data from horizontal columns.

Like VLOOKUP, the INDEX and MATCH functions pull in data from another dataset into one central location. Here are the main differences:

  • VLOOKUP is a much simpler formula. If you’re working with large data sets that would require thousands of lookups, using the INDEX and MATCH function will significantly decrease load time in Excel.
  • The INDEX and MATCH formulas work right-to-left, whereas VLOOKUP formulas only work as a left-to-right lookup. In other words, if you need to do a lookup that has a lookup column to the right of the results column, then you’d have to rearrange those columns in order to do a VLOOKUP. This can be tedious with large datasets and/or lead to errors.

So if I want to combine information in Sheet 1 and Sheet 2 onto Sheet 1, but the column values in Sheets 1 and 2 aren‘t the same, then to do a VLOOKUP, I would need to switch around my columns. In this case, I’d choose to do an INDEX and MATCH instead.

Let‘s look at an example. Let’s say Sheet 1 contains a list of people‘s names and their Hogwarts email addresses, and Sheet 2 contains a list of people’s email addresses and the Patronus that each student has. (For the non-Harry Potter fans out there, every witch or wizard has an animal guardian called a “Patronus” associated with him or her.) The information that lives in both sheets is the column containing email addresses, but this email address column is in different column numbers on each sheet. I‘d use the INDEX and MATCH formulas instead of VLOOKUP so I wouldn’t have to switch any columns around.

So what‘s the formula, then? The formula is actually the MATCH formula nested inside the INDEX formula. You’ll see I differentiated the MATCH formula using a different color here.

The formula: =INDEX(table array, MATCH formula)

This becomes: =INDEX(table array, MATCH (lookup_value, lookup_array))

The formula with variables from our example below: =INDEX(Sheet2!A:A,(MATCH(Sheet1!C:C,Sheet2!C:C,0)))

Here are the variables:

  • Table Array: The range of columns on Sheet 2 containing the new data you want to bring over to Sheet 1. In our example, “A” means Column A, which contains the “Patronus” information for each person.
  • Lookup Value: This is the column in Sheet 1 that contains identical values in both spreadsheets. In the example that follows, this means the “email” column on Sheet 1, which is Column C. So: Sheet1!C:C.
  • Lookup Array: This is the column in Sheet 2 that contains identical values in both spreadsheets. In the example that follows, this refers to the “email” column on Sheet 2, which happens to also be Column C. So: Sheet2!C:C.

Once you have your variables straight, type in the INDEX and MATCH formulas in the top-most cell of the blank Patronus column on Sheet 1, where you want the combined information to live.

Excel INDEX and MATCH functions in action

14. Use the COUNTIF function to make Excel count words or numbers in any range of cells.

Instead of manually counting how often a certain value or number appears, let Excel do the work for you. With the COUNTIF function, Excel can count the number of times a word or number appears in any range of cells.

For example, let’s say I want to count the number of times the word “Gryffindor” appears in my data set.

The formula: =COUNTIF(range, criteria)

The formula with variables from our example below: =COUNTIF(D:D,“Gryffindor”)

In this formula, there are several variables:

  • Range: The range that we want the formula to cover. In this case, since we’re only focusing on one column, we use “D:D” to indicate that the first and last column are both D. If I were looking at columns C and D, I would use “C:D.”
  • Criteria: Whatever number or piece of text you want Excel to count. Only use quotation marks if you want the result to be text instead of a number. In our example, the criteria is “Gryffindor.”

Simply typing in the COUNTIF formula in any cell and pressing “Enter” will show me how many times the word “Gryffindor” appears in the dataset.

Excel COUNTIF function

15. Combine cells using &.

Databases tend to split out data to make it as exact as possible. For example, instead of having a column that shows a person‘s full name, a database might have the data as a first name and then a last name in separate columns. Or, it may have a person’s location separated by city, state, and zip code. In Excel, you can combine cells with different data into one cell by using the “&” sign in your function.

The formula with variables from our example below: =A2&“ ”&B2

Let‘s go through the formula together using an example. Pretend we want to combine first names and last names into full names in a single column. To do this, we’d first put our cursor in the blank cell where we want the full name to appear. Next, we’d highlight one cell that contains a first name, type in an “&” sign, and then highlight a cell with the corresponding last name.

But you‘re not finished — if all you type in is =A2&B2, then there will not be a space between the person’s first name and last name. To add that necessary space, use the function =A2&“ ”&B2. The quotation marks around the space tell Excel to put a space in between the first and last name.

To make this true for multiple rows, simply drag the corner of that first cell downward as shown in the example.

Excel combination of cells

16. Add checkboxes.

If you‘re using an Excel sheet to track customer data and want to oversee something that isn’t quantifiable, you could insert checkboxes into a column.

For example, if you‘re using an Excel sheet to manage your sales prospects and want to track whether you called them in the last quarter, you could have a “Called this quarter?” column and check off the cells in it when you’ve called the respective client.

Here’s how to do it.

Highlight a cell you’d like to add checkboxes to in your spreadsheet. Then, click DEVELOPER. Then, under FORM CONTROLS, click the checkbox or the selection circle highlighted in the image below.

Excel checkboxes

Once the box appears in the cell, copy it, highlight the cells you also want it to appear in, and then paste it.

17. Hyperlink a cell to a website.

If you‘re using your sheet to track social media or website metrics, it can be helpful to have a reference column with the links each row is tracking. If you add a URL directly into Excel, it should automatically be clickable. But, if you have to hyperlink words, such as a page title or the headline of a post you’re tracking, here’s how.

Highlight the words you want to hyperlink, then press Shift K. From there a box will pop up allowing you to place the hyperlink URL. Copy and paste the URL into this box and hit or click Enter.

If the key shortcut isn’t working for any reason, you can also do this manually by highlighting the cell and clicking Insert > Hyperlink.

18. Add drop-down menus.

Sometimes, you‘ll be using your spreadsheet to track processes or other qualitative things. Rather than writing words into your sheet repetitively, such as “Yes”, “No”, “Customer Stage”, “Sales Lead”, or “Prospect”, you can use dropdown menus to quickly mark descriptive things about your contacts or whatever you’re tracking.

Here’s how to add drop-downs to your cells.

Highlight the cells you want the drop-downs to be in, then click the Data menu in the top navigation and press Validation.

Excel drop-down menu option

From there, you’ll see a Data Validation Settings box open. Look at the Allow options, then click Lists and select Drop-down List. Check the In-Cell dropdown button, then press OK.

19. Use the format painter.

As you’ve probably noticed, Excel has a lot of features to make crunching numbers and analyzing your data quick and easy. But if you ever spent some time formatting a sheet to your liking, you know it can get a bit tedious.

Don’t waste time repeating the same formatting commands over and over again. Use the format painter to easily copy the formatting from one area of the worksheet to another. To do so, choose the cell you’d like to replicate, then select the format painter option (paintbrush icon) from the top toolbar.

20. Create tables with data.

Converting your data into a table not only makes it visually appealing but also provides improved data management and analysis capabilities.

To get started, you’ll need to select the range of cells that you want to convert into a table. Then, go to the Home tab in the Excel ribbon. In the Styles group, click on the Format as Table button — it looks like a grid of cells. Then, choose a table style from the available options, or customize a table if desired.

In the Create Table dialog box, make sure the range you selected is correct. If Excel did not automatically detect the range correctly, you can adjust it manually. If your table has headers (column names), ensure that the “My table has headers” option is checked. This allows Excel to treat the first row as the header row.

Once everything is ready, click the OK button, and Excel will convert your selected data into a table.

create tables with data in excel

After your data is converted into a table, you’ll notice some additional features and functionalities become available:

  • The table is automatically assigned a name, such as “Table1” or “Table2,” which you can modify if needed.
  • Filter drop-down arrows appear in the header row, allowing you to filter data within the table easily.
  • The table is formatted with alternating row colors, making it visually appealing.
  • Total rows are automatically added at the bottom of each column, allowing you to perform calculations like sum, average, etc., for the data in that column.

21. Use tables to conduct a what-if analysis.

In addition to making your data more organized, tables can also help you conduct what-if analyses. This allows you to test various combinations of input values and observe the resulting outcomes.

A what-if analysis can be beneficial when it comes to decision making, planning, forecasting, financial modeling, sensitivity analysis, resource planning, and more.

To get started, you’ll need to set up your worksheet with the necessary formulas and variables you want to analyze. Then, determine the input values that you want to vary. Typically, you will choose one or two input variables.

Select the cell where you want to display the results of your what-if analysis. Then, go to the Data tab in the Excel ribbon and click on the What-If Analysis button. From the dropdown menu, select Data Table.

In the Table Input dialog box, enter the input values that you want to test for each variable. If you have one variable, enter the different input values in a column or row. If you have two variables, enter the combinations in a table format.

Select the cells in the table area that correspond to the formula cell you want to analyze. This is the cell that will display the results for each combination of input values.

Click OK to generate the data table. Excel will calculate the formula for each combination of input values and display the results in the selected cells. The data table acts as a grid, showing the various scenarios and their corresponding outcomes.

Once your table is created, you can use it to identify trends, patterns, or specific values of interest. Play around with the input values and see how it may affect the final results.

22. Make formulas easier to comprehend with named ranges.

Instead of referring to a range of cells by its coordinates (e.g., A1:B10), you can assign a name to it. This makes formulas more readable and easier to manage.

To get started, select the cell or range of cells that you want to name. Go to the Formulas tab in the Excel ribbon and click on the Define Name button in the Defined Names group. Alternatively, you can use the keyboard shortcut Alt + M + N + D.

In the New Name dialog box, enter a name for the selected cell or range in the Name field. Make sure the name is descriptive and easy to remember. By default, Excel assigns the selected cell or range’s reference to the Refers to field in the dialog box. If needed, you can modify the reference to include additional cells or adjust the range.

Click the OK button to save the named range. Once you’ve named a range, you can use it in your formulas by simply typing the name instead of the cell reference. For example, if you named cell A1 as “Revenue,” you could use =Revenue instead of =A1 in your formulas.

Using named ranges offers several benefits:

  • Improved formula readability: Named ranges make formulas easier to understand and navigate, especially in complex calculations or large datasets.
  • Flexibility for range adjustments: If your dataset changes, you can easily modify the range assigned to a named range without updating each formula that references it.
  • Enhanced collaboration: Named ranges make it easier to collaborate with others, as they can understand the purpose of a named range and use it in their own calculations.
  • Simplified data analysis: When using named ranges, you can create more intuitive data analysis by referring to named ranges in functions like SUM, AVERAGE, COUNTIF, etc.

To manage named ranges, you can go to the Formulas tab, click on the Name Manager button in the Defined Names group. The Name Manager offers functionalities to modify, delete, or review existing named ranges.

23. Group data to improve organization.

Grouping data in Excel provides a way to organize, analyze, and present information more effectively, making it easier to identify patterns, trends, and insights within your data. For instance, if you have a list of leads generated, you can group the data by month to create a monthly performance report.

Grouping data especially makes it easier to navigate and work with large data sets. It helps in organization and reduces clutter by collapsing the groups that are not immediately needed.

To group data in Excel, select the range of cells or columns that you want to group. Make sure the data is sorted properly, if needed.

On the Data tab in the Excel ribbon, click on the Group button. It is usually found in the Outline or Data Tools group.

group and ungroup buttons in excel

You can specify the grouping levels by choosing options like Rows or Columns. For example, if you want to group data by month, you can select Months. You can also set additional options such as Summary rows below detail or Collapse the outline to the summary levels. These options affect how the grouped data is displayed.

Once you have the options you want selected, click on the OK button, and Excel will group the selected data based on your settings.

After your data is grouped, you will see a plus (+) or minus (-) button next to the grouped rows or columns. Clicking on the plus button expands the group to show the individual records, and clicking on the minus button collapses the group to hide the details.

24. Use Find & Select to streamline formatting.

Why format and clean up your spreadsheet manually when you can do it in just a few clicks? Using the Find & Select tool can help you maintain accuracy and consistency in your documents.

To get started, open the Excel worksheet that contains the data you want to search. Press the Ctrl + F keys on your keyboard or go to the Home tab and click on the Find & Select drop-down menu. Then, select Find from the menu. The Find and Replace dialog box will open.

excel find and select tool

In the Find field, enter the specific data you want to find. Optionally, you can narrow down your search to specific cells, rows, columns, or formulas by choosing the appropriate options in the dialog box.

Click on the Find next button to search for the first occurrence of the data. Excel will highlight the cell containing the data.

To replace the found data with new information, click on the Replace button in the dialog box. This will replace the highlighted occurrence with the data you enter in the Replace field.

To replace all occurrences of the data at once, click on the Replace All button. Once you have finished finding and replacing, you can close the dialog box.

Note: Be cautious when using the Replace All feature, as it replaces all occurrences without confirmation. It is always a good practice to review each replacement carefully before using the Replace All option.

25. Protect your work.

Protecting your work in Excel is essential for data security, maintaining data integrity, preserving intellectual property, and complying with legal or regulatory requirements. It allows you to have control over who can access and modify your work, minimizing risks and maintaining the quality and confidentiality of your data.

Here are a couple ways you can protect your work:

Protect a Worksheet

  1. Open your Excel worksheet and navigate to the Review tab.
  2. Click on the Manage Protection button in the Protection group.
  3. A Manage Protection dialog box will appear. There, you can select whether or not you want to protect the sheet. Set a password if desired and choose the options you want to apply, such as preventing users from making changes to cells, formatting, inserting/deleting columns or rows, etc.

protect worksheet in excel

Protecting a Workbook

  1. Open your Excel workbook and navigate to the File tab.
  2. Click on Info and select Protect Workbook from the options.
  3. Choose Encrypt with Password and enter a password if desired.
  4. Click OK to protect the workbook.

protect workbook in excel

Taking these extra steps ensures your work is protected. Just make sure to keep your passwords safe and secure.

26. Create custom number formats.

To display data in unique ways, use custom number formats. Doing this can help with data presentation, data clarity, consistency, localization, and masking sensitive data.

To get started, select the cell or range of cells that you want to format. Right-click on the selected cells and choose Number Format from the context menu. Then, find the Category list and select Custom.

number formatting in excel

In the Type field, you can enter a custom number format code to define your desired format. Here are some examples of custom number formats:

  • To display numbers with a specific number of decimal places, use the 0 or # symbol to represent a digit, and a zero or hashtag without a decimal point to represent optional digits. For example, 0.00 will display two decimal places, 0.### will display up to three decimal places, and ### will display no decimal places.
  • To display a specific text or character alongside numbers, use the @ symbol. For example, $0 will display a dollar sign before the number.
  • To display percentages, use the % symbol. For example, 0% will display the number as a percentage.
  • To create custom date or time formats, use codes such as dd for day, mm for month, yy for two-digit year, hh for hours, mm for minutes, and ss for seconds. For example, dd/mm/yyyy will display the date in the format of day/month/year.

As you enter your custom number format in the Type field, you will see a Sample section that shows a preview of how the format will be applied. Click OK to apply the custom number format to the selected cells.

27. Customize the Excel ribbon.

Although the Excel ribbon already contains various tools that are used to execute common functions and commands, you can customize it to fit your specific needs and preferences.

This can help streamline your workflow and make commonly used commands more easily accessible. It also allows you to remove unnecessary elements that you don’t use, making it easier to navigate and find the tools you need.

excel ribbon

To make customizations, start by right clicking on an empty area of the ribbon and select Customize the Ribbon. In the Excel Options window that appears, you’ll see two sections. The left section displays the tabs currently visible in the ribbon, while the right section displays the tabs you can add.

To customize the ribbon, you have several options:

  • To add a new tab, click on New Tab in the right section and give it a name.
  • To add a group within an existing tab, select the tab in the left section, click New Group in the right section, and name it.
  • To add commands to a group, select the group in the right section, choose commands from the left section, and click Add. You can also customize the order of the commands using the Up and Down buttons.

You can also remove tabs, groups, or commands from the ribbon. Select the item you want to remove in the left section and click Remove.

To change the order of tabs and groups, select the item in the left section and use the Up and Down buttons to rearrange them.

Click OK in the Excel Options window to save your changes and apply the customized ribbon.

To extend Excel’s functionality even further, you can customize the ribbon with additional applications by clicking on the Add-ins button in the Home tab.

excel add ins

Note: Customizing the ribbon is specific to your Excel installation and won‘t affect other users’ ribbons.

28. Improve visual presentation with text wrapping.

wrap text in excel

Even though spreadsheets aren’t always the most interesting things to look at, you can still take the time to make them easier to read by wrapping text.

Doing this lets you display multiple lines of text within a single cell. It’s particularly handy when you need to include line breaks or break up paragraphs of information within a cell without increasing the row height.

Select the cell(s) with the text you want to wrap. Navigate to the toolbar at the top of the Excel window and locate the Wrap Text button (an icon with an angled arrow). It is typically found in the Alignment section. Then, click on Wrap Text.

29. Add emojis.

Give your spreadsheets a little personal touch by adding in emojis.

To get started, click on the cell where you want to insert an emoji. Then, open the emoji keyboard. This step may vary based on your operating system.

  • Windows: Use the keyboard shortcut Win + . or Win + ; to open the emoji keyboard.
  • macOS: Use the keyboard shortcut Ctrl + Cmd + Space to access the emoji keyboard.

Browse through the available emojis and click on the one you want to insert. The selected emoji should now appear in the selected cell.

add emojis in excel

Emojis may appear small by default in Excel cells. If you want to make them larger to improve visibility, you can adjust the cell size by dragging the row height and column width accordingly.

You can also copy emojis from external sources on the web or other applications and paste them directly into Excel cells.

Note: The ability to use emojis in Excel depends on the version of Excel and the device you are using. Some older versions or platforms may not support emojis or display them correctly. Therefore, it’s important to ensure compatibility with the Excel version and platform you are working with.

Excel Keyboard Shortcuts

Creating reports in Excel is time-consuming enough. How can we spend less time navigating, formatting, and selecting items in our spreadsheet? Glad you asked. There are a ton of Excel shortcuts out there, including some of our favorites listed below.

Create a New Workbook

PC: Ctrl-N | Mac: Command-N

Select Entire Row

PC: Shift-Space | Mac: Shift-Space

Select Entire Column

PC: Ctrl-Space | Mac: Control-Space

Select Rest of Column

PC: Ctrl-Shift-Down/Up | Mac: Command-Shift-Down/Up

Select Rest of Row

PC: Ctrl-Shift-Right/Left | Mac: Command-Shift-Right/Left

Add Hyperlink

PC: Ctrl-K | Mac: Command-K

Open Format Cells Window

PC: Ctrl-1 | Mac: Command-1

Autosum Selected Cells

PC: Alt-= | Mac: Command-Shift-T

Other Excel Help Resources

Use Excel to Automate Processes in Your Team

Even if you’re not an accountant, you can still use Excel to automate tasks and processes in your team. With the tips and tricks we shared in this post, you’ll be sure to use Excel to its fullest extent and get the most out of the software to grow your business.

Editor’s Note: This post was originally published in August 2017 but has been updated for comprehensiveness.

Categories B2B

Social Impact Done Right: Why Nike and Dove Are Teaming Up to Advocate for Girls Sports

We recently discussed whether or not consumers want brands to make social statements with our sister publication, The Hustle. The main consensus is instead of making broad social media statements, consumers want brands to make tangible changes to improve broader communities.

Nike and Dove are doing just that with their recent partnership which is incredibly on-brand and has the potential to make a positive impact.

Last month, Nike and Dove announced a new initiative called Body Confident Sport — a package of coaching tools and resources to build body confidence among 11 to 17-year-old girls through participation in sports.

The two brands conducted a global survey of 2,000 participants to better understand trends related to girls’ participation in sports worldwide. The survey found:

  • 45% of girls drop out of sports during their teenage years due to impacts on body image and self-esteem associated with puberty
  • 74% of the girls surveyed said their coaches positively impacted their confidence

Body Confident Sport equips coaches with the tools and resources they need to instill confidence in their female athletes, making them more likely to continue participating in sports.

Participating in sports has various benefits for women and girls including:

  • Increased confidence and self-esteem
  • Decreased risk of health issues like breast cancer and osteoporosis
  • Better academic performance
  • Increased leadership, teamwork, and goal-setting skills

Why this partnership makes sense for Dove and Nike

Dove has been a champion for positive body image for years. Through the Dove Self-Esteem Project, the brand has developed various campaigns and resources to support body literacy and confidence in young girls worldwide.

As a leading fitness apparel brand, Nike has a vested interest in the world of athletics and is focused on increasing girls’ participation in sports.

Earlier this year the brand premiered “You Got This” — a YouTube series highlighting the impact of athletic participation for young girls. Nike also partnered with Spotify to develop the Make Moves Fund, which awarded grants to UK-based organizations that support physical and creative activities for girls.

The Body Confident Sport initiative is an example of companies putting resources behind a social cause that aligns with each brand’s values and customer base.

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Categories B2B

The Ultimate Guide to Pinterest Analytics

What’s the best way to increase your reach on Pinterest?

Meet Pinterest Analytics — Pinterest’s free tool lets you analyze metrics like impressions, saves, clicks, and pin clicks. Using these analytics, you can better understand how your pins perform, figure out what resonates with your audience, and make data-driven decisions to get more people to see your content.

Free Resource: 12 Pinterest Templates for Business

To help you measure your Pinterest efforts, we’ve put together this comprehensive guide. Here’s what we’ll cover:

What is Pinterest Analytics?

Pinterest Analytics is a free yet powerful, built-in tool provided by Pinterest to help users measure their performance on the platform.

Pinterest Analytics lets you measure a variety of metrics, including but not limited to impressions, saves, pin clicks, and many more. This way, you can modify your strategy to better meet your users’ needs.

To access Pinterest Analytics, you’ll need a business account, which unlocks the ability to create advertisements and promote Pins.

Why does Pinterest Analytics matter?

Pinterest Analytics gives you the ability to sort data from any time period.

Whether you’re doing monthly, bi-yearly, or yearly reporting, you can use Pinterest Analytics to identify patterns, analyze trends, and track the progress of your Pinterest efforts over time.

You can also sort the data by device, which can be helpful when figuring out how you should optimize for mobile versus desktop.

Last but not least, Pinterest Analytics gives you the ability to export your stats in a CSV file, which will come in handy for your next report or audit.

Now that we know more, let’s see what tools you can use to track your Pinterest performance.

3 Pinterest Analytics Tools to Smartly Track Your Performance

Here’s a list of three Pinterest Analytics tools that you can try to smartly measure your performance on the platform:

Let’s dive into these tools one by one.

1. Pinterest Analytics

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As mentioned before, Pinterest Analytics is Pinterest’s free built-in tool that you can use to measure the performance of your Pinterest efforts. To access Pinterest Analytics, you’ll need a business account.

When you head over to Pinterest Analytics on mobile, you’ll see the following four metrics at the top:

  • Impressions — the number of times your Pins have been viewed. This could be through a user’s home feed, category feed, or search.
  • Engagements — the total number of engagements on your Pins, including clicks and saves.
  • Total audience — the total number of people who have seen or engaged with your Pins.
  • Engaged audience — the number of people who have engaged with your Pins.

You can either measure analytics for your whole account or for individual pins or boards.

2. Tailwind

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Another great tool you can use to analyze your Pinterest metrics is Tailwind. Tailwind is a social media scheduling tool for Pinterest and Instagram that includes analytics.

The tool goes beyond vanity metrics and tracks followers, engagement, and even virality. You can even track your ROI by looking at visits, transactions, and revenue down to the specific pin.

Additionally, there are powerful filtering tools so you can uncover insights by board, interest heatmaps to verify that you‘re focusing on the right content, and trending reports to see what’s trending right now, even if it was pinned months ago.

If you’re looking for a detailed tool with lots of insights, Tailwind might be worth exploring.

3. Olapic

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Olapic is an all-in-one, user-generated, influencer, short-form video enterprise content platform that helps brands drive engagement.

With its scheduling and analytics tool, you can track ROI, influencer interactions, and engagement.

That being said, let’s learn which metrics you should track to measure the effectiveness of your Pinterest marketing efforts.

18 Important Pinterest Metrics to Track

Here are seventeen important Pinterest metrics you should keep an eye on.

1. Impressions

As with any other social media network, impressions measure the number of times your content is displayed.

Pinterest impressions include the number of times your content appears in a user’s feed, search results, or a different category feed. You can track this metric either for a specific pin or for your overall Pinterest account.

To get a sense of what your audience is searching for, look for patterns within your content to see which categories and keywords gain the most impressions.

For instance, if you notice your “Quotes from impressive marketing leaders” post performs exceptionally well, you might want to lean more heavily into thought leadership content on Pinterest.

2. Pin Clicks

Pinterest defines pin clicks as the total number of clicks on your ad or pin such that it opens in closeup.

Your Pins can have thousands of impressions, but if they are not driving any clicks, it’s important to reassess your strategy. Maybe the Pins with low impressions are not visually appealing. Or maybe they don’t resonate with your target audience.

This metric gives you an indication of how your audience is interacting with your Pins. You can track this metric either for a specific pin or for your overall Pinterest account.

To increase the chances of your audience clicking through, you can consider implementing these tactics:

  • Create visually appealing pins that resonate with your target audience.
  • Write compelling descriptions.
  • A/B test different pin variations to understand what works for your business.
  • Add keywords to your Pin title and description.

3. Saves

The saves metric (formerly repins) helps you understand what type of content your audience resonates with and is loving enough to save for future reference.

If people are saving your content, it’s a good sign. This means they care about your content and will save it for future reference. You can track this metric either for a specific pin or for your overall Pinterest account.

You can analyze what kind of content people are saving the most. Based on that information, we highly recommend finding the reason behind it. Try to understand why. And if it aligns with your content strategy, make more of that content.

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4. Outbound Clicks

Many people confuse pin clicks with outbound clicks. Pin clicks refer to the total number of clicks on your ad or Pin that enlarges the image.

On the other hand, outbound clicks is the total number of clicks to the destination URL associated with your pin. You can track this metric either for a specific pin or for your overall Pinterest account.

When someone opens one of your pins close up, that’s counted as one pin click. But if that same person takes it one step forward by clicking on the destination URL associated with that pin, that’s counted as one outbound click.

Measure link clicks against outbound clicks to understand the effectiveness of your Pinterest strategy and the engagement rate.

5. Top Pins

Pinterest content has a long lifespan. This means that your content can accumulate metrics over a longer period of time than they do on other platforms.

Your Top Pins will be useful in determining your best content over time. If you launched an extremely popular campaign that resonated with your audience a year ago, you’ll be able to go back and see the actions taken on that content.

You can use that information to inform the strategy of your next campaign. You can sort your top pins by impressions, engagements, pin clicks, outbound clicks, or saves, depending on your goals.

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6. Profile Visits

The profile visits metric allows you to understand the number of times people visited your profile after viewing your idea pin.

Note that we have used the term “idea pin” in the definition. An idea pin is different from a regular pin. It’s similar to Instagram stories. You can’t upload videos to regular pins. However, in the case of idea pins, it’s possible to do so.

Idea pins are meant to increase brand awareness and grow your Pinterest presence, as you can’t add a destination URL to them.

That’s one of the reasons Pinterest allows you to track the number of profile visits for your idea pins (you can’t track this metric for regular pins).

7. Follows

The follows metric allows you to track the number of followers attributed to your idea pin. In simple words, it’s the number of people who have followed your account after interacting with your idea pin.

You can’t track this metric for a regular pin. Instead, it is only possible in the case of idea pins, similar to the profile visits metric.

8. Engagements

There’s no point in having thousands of people following your account if there’s little to no engagement on your pins.

If you’re spending your time and effort on Pinterest marketing, you need to make sure that people are engaging with your posts.

Pinterest’s engagement metric allows you to do that. The engagements metric shows you the total number of engagements on your Pins, including saves and clicks.

You can find the engagement metrics by heading over to your account, clicking on the analytics metric in the top-left corner, and selecting analytics under Business tools.

9. Total Audience

The total audience is the total number of people who have seen or engaged with your pins. This metric gives you an understanding of the number of unique users who have seen or interacted with your Pins.

Don’t confuse it with impressions. The impressions metric measures how many times your Pins were displayed.

On the other hand, the total audience metric signifies the unique individuals who have been exposed to your pin. This metric allows you to see how many unique people you’re reaching out to.

10. Engaged Audience

Unlike total audience, the engaged audience metric takes into account the total number of unique people who have engaged with your pins. This metric tells you how many people commented, saved, reacted to, or clicked on your pin.

You can track this metric to see how many unique people are engaging with your pins, allowing you to gauge the level of engagement and interaction on Pinterest.

11. Engagement Rate

Engagement rate is the percentage of total engagements (clicks and saves) with your pins divided by the number of times your pins were seen. Basically, you’re dividing engagements with impressions.

This metric can help you understand how well your audience is connected with your content.

We highly recommend tracking this metric month-over-month along with other metrics to see how your Pins are performing and measure the effectiveness of your Pinterest strategy.

12. Pin Click Rate

Pinterest defines pin click rate as the percentage of the total number of clicks on your pin to content on or off Pinterest (user’s feed, search engine, or any other place) divided by the number of times your pins were on screen.

Here’s the formula to calculate pin click rate:

By tracking this metric, you can gain an understanding of how effective your Pins are in driving user engagement and click-throughs to your content, both within and outside of Pinterest.

13. Outbound Click Rate

Outbound click rate is the percentage of the total number of clicks to the destination URL of your pins divided by the number of times your pins were on screen.

To increase your outbound click rate, take these tips into consideration:

  • Create attractive and clickable pins — you can try an easy-to-use tool like Canva or pin templates.
  • Don’t give away all the information on your pin – this will increase the chances of your audience clicking through.
  • Experiment with different call-to-action variations.
  • Do more of what’s working.

14. Save Rate

Save rate is the percentage of the total number of saves of your pins divided by the number of times your pins were on screen.

Here’s the formula used to calculate save rate.

We believe that this metric is even more important than outbound clicks or outbound click rate.

That’s because when people are saving your content, this means they are connecting with what you’re putting in front of them. They’re either saving it for reference or to share it with someone they know.

15. Monthly Total Audience

Monthly total audience is the total number of people who have either seen or engaged with your pins in the last 30 days. It’s the same as the total audience metric but calculated specifically for the duration of one month (last 30 days).

Tracking this metric every month can help you gain insights into your monthly growth, identify seasonal trends, set future goals, optimize content planning, and assess the effectiveness of your campaign.

16. Monthly Engaged Audience

Monthly engaged audience is the total number of people who have engaged with your pins in the last 30 days.

Just like in the case of monthly total audience, monthly engaged audience is the same as the engaged audience but calculated specifically for the duration of one month (last 30 days).

We encourage tracking this metric to understand your engagement each month, assess the level of interaction and engagement your content receives within a specific timeframe, and identify trends in user engagement.

17. Audience Demographics

You can learn more about your audience (total and/or engaged) by viewing their demographics, which include age, gender, location, and device.

Using the Compare feature, you can also compare data for two audiences side-by-side to identify notable differences and similarities.

Based on this data, you can make informed decisions and tailor your Pinterest marketing strategy to maximize engagement and reach your target audience effectively.

18. Audience Affinities

In this section, you will see a breakdown of the categories your followers engage with and the top boards to which your content is pinned. This will help you understand your audience and what attracts them to your content.

Now that we know which metrics to track, let’s understand how to check your Pinterest analytics.

How to Check Your Pinterest Analytics

First of all, you need to make sure that you have a Pinterest Business account.

Otherwise, you won’t be able to access the analytics. If you don’t have a Pinterest Business account, you can learn how to create one for yourself here.

Once you create your Pinterest business account or if you already have one, you can measure Pinterest Analytics across both mobile and desktop. Whether you’re looking to track analytics on your mobile or desktop, we’ve got you covered.

Let’s understand how to access Pinterest analytics on both devices one by one.

We’ll start with desktop.

How to Check Pinterest Analytics on Desktop

To check Pinterest Analytics on desktop, follow these steps:

1. Head over to www.pinterest.com and log in to your business account.

2. Once logged in, hover your mouse over to the Analytics tab on the top left-hand corner.

Image Source

3. Hovering over Analytics, you’ll see these options:

  • Overview to track the performance of your boards and pins.
  • Conversion insights to measure the impact of both your paid and organic performance on Pinterest.
  • Audience insights to track audience data. You can also compare different audiences.
  • Trends to see what’s popular on Pinterest.

Note: You can access more metrics on the Pinterest desktop application vs. metrics on mobile. So we highly recommend accessing Pinterest Analytics on Desktop.

That being said, if you’re looking to access analytics on mobile, we’ve got that covered next.

How to Check Pinterest Analytics on Mobile

To access Pinterest Analytics on mobile (Android and iOS), follow these steps:

1. Launch your Pinterest mobile application.

2. Log in to your business account.

3. Click on your profile picture in the bottom-right corner.

4. Next, click on audience analytics in the top-left corner.

5. This will launch Business Tools, under which you can find:

  • Analytics: to measure overall Pinterest account analytics.
  • Audience insights: to track audience data.

Note: You can also track metrics like saves, clicks, and impressions for individual pins or boards.

Take a look at The Ultimate Guide to Pinterest Marketing to learn more about how to use Pinterest for your business.

Excited to track your Pinterest performance?

There are plenty of metrics that Pinterest provides that will be helpful for your business. However, it’s important to note that what works for one business‘s Pinterest strategy may not work for your company’s unique voice and positioning.

Using Analytics can allow you to test different content formats, which will ultimately add value to your customers’ overall experience with your brand.

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

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Categories B2B

19 Creative Pop-Up Shop Examples

I’ll admit it — I’m slightly obsessed with pop-up shops. They’re usually a little quirky, fun, and have an air of exclusivity that puts my FOMO into overdrive.

But as a marketer, I also see the benefit of pop-ups from a business perspective. They enable consumers to get up close and personal with their favorite brands, driving awareness and interest in the process. 

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That said, pulling off a pop-up event is no easy feat. Here, we’ll discuss how to find the next big pop-up shop idea, how to run and market one effectively (from HubSpot’s Events team), and the 19 best pop-up event examples for inspiration.

Let’s dive in.

Consumers love the lure of exclusivity, and brands love the unmatched opportunity for experimentation.

Pop-Up Shop Ideas

Your goals will dictate the type of pop-up experience you want to create and how you’ll implement it.

1. Temporary Retail Space

If you’re transitioning your business from online to brick-and-mortar, a pop-up shop is a way to simulate the retail experience and gain valuable insights into considerations such as operations and demand… without the risk of commitment and overhead.

2. One-Time Event

From my experience, an event-style pop-up — where the press and public can attend — generates a ton of buzz due to its fleetingness. By leveraging the exclusivity of the occasion, you can use the event to pique interest. Make it a party!

3. Immersive Experience

I like physical spaces because they give customers the opportunity to see, feel, and experience your brand. In my experience, the more you play to people’s senses, the more memorable the experience.

With that in mind, you can use your pop-up shop to provide a unique, immersive environment. That might mean interactive displays or other unexpected physical elements that add a wow factor.

How to Do a Pop-Up Shop

It’s an undertaking to pull off a successful pop-up, requiring a lot of planning, scouting, and marketing leading up to a launch. Here are the main steps you’ll want to consider as you set up:

1. Evaluate your goals and select a theme.

Are you testing the market for a more permanent location? Or are you generating buzz? Knowing your goals will help you determine what kind of space to look for, what type of pop-up shop to run (see above), what supplies to purchase, and how to market and operate it.

2. Scout for a location.

Because your pop-up is temporary (to start, anyway), you don’t have the benefit of word-of-mouth or brand/location recognition. That means you’ll need to choose a location with plenty of foot traffic to maximize your impact.

This consideration, of course, needs to be balanced with the cost of renting the space and the availability of a short-term lease.

Good places to consider include:

  • Outdoor stands or kiosks
  • Empty storefronts
  • Art or gallery spaces
  • Marketplace or tradeshow booths

You can also use services such as Peerspace or We Are Pop Up to scout locations.

3. Shop for fixtures and supplies.

Once you know where you’re setting up shop and how long you’ll be there, you can plan your space. I suggest picking a theme or concept, and then purchasing key features like shelving, fixtures, and decor to bring it to life.

4. Plan the launch and opening.

Because your pop-up is a fleeting experience, you don’t get the benefit of long-term clientele building. In my experience, building momentum leading up to the event is critical for its success. For this reason, you’ll want to give yourself enough lead time before the opening to generate interest and also create an experience that will get people talking.

4. Launch and enjoy.

Remember, the purpose of a pop-up shop is connecting with your customers. Sure, it’s all about your brand, but your brand is for them. Your intricate planning sets the stage for an incredible experience, but so does your interactions with them. Be prepared to provide a level of service that has your customers spreading the word, coming back, and remembering your brand once you’ve gone.

5. Analyze and determine what went well.

Take a look at the foot traffic you got, the sales you made, the revenue you generated, and the social media engagement you received.

What worked, and what didn’t? What was your ROI? Is it worth opening a permanent shop or repeating the experience elsewhere? What would you do differently?

Tips for Running and Marketing a Pop-Up Event, from HubSpot’s Events Team

1. Think from a “value-add” perspective.

To create a successful pop-up experience, it’s crucial to identify your customers and deliver an experience that adds value to their time,” Casie Nguyen, Senior Production Manager at HubSpot, told me.

In other words, make sure your event has a unique “pull” to get people through the door. This could mean offering unique products, experiences, or insights that they can’t easily get elsewhere.

2. Have a clear call to action.

The last thing you want is for your customers to leave your pop-up shop thinking, “Well, that was fun. What’s next?”

That’s why Nguyen recommends giving attendants a clear call to action. For example, this could mean signing up for a newsletter, posting a photo with a specific hashtag, purchasing a product, signing up for a giveaway, or attending another event.

3. Don’t be afraid to do PR.

The media will be your friend in getting the word out. Reach out to local publications to see if you can earn a feature and draft a press release to see if you can earn coverage. It may even be worthwhile to send exclusive invites to a few journalists for the date of your launch.

4. Reach out to local influencers and bloggers.

Influencers and bloggers may have smaller reach than traditional media outlets, but their followings will likely be highly targeted and engaged. Find out how much promotion might be, and don’t be afraid to offer perks!

5. Create an event on Facebook.

Promote to your existing Facebook followers by creating a Facebook event and inviting them. This will spread awareness to your existing fans and increase the reach of your pop-up marketing efforts.

6. Advertise on Facebook.

Facebook has advanced targeting options for audience type and geographical area, making it an ideal channel to spread the word to prospects who don’t know you yet. Read more about how to create a Facebook ad.

7. Email your database.

Tap into your existing customer base and let them know about your pop-up with email marketing. Your campaign will be even more successful if you can segment your database and target your customers in the area.

8. Leverage direct mail.

One of the best ways to promote a local event is through direct mail campaigns to residents in the nearest zip codes. Mailers function as invites to the general public. You’ll also be able to push the promotions you’re running.

9. Generate buzz and FOMO with promotions.

FOMO (fear of missing out) can motivate buyers to show up and engage. You can tap into this with exciting promotional strategies such as contests, freebies, discounts, and door-buster deals.

10. Put out signage.

Signage will help you get the attention of nearby foot traffic, so invest in flyers, banners, and window clings that are attractive and catch the eyes of passers-by. QR codes are a great way to allow customers to scan a code and get more information even if they are on the go. You can use a QR code generator to produce a new code and add it to existing signs and displays.

To inspire your next branded experience, we’ve curated a list of these innovative and visually stunning pop-up events.

19 Examples of Next-Level Pop-Up Events

1. ShopRunner x Coach

For most pop-up shops, the goal is to move inventory. But this event by ShopRunner and Coach had other things in mind.

Over three days, guests could visit the ShopRunner branded truck, sign up for their app via QR code, and, in exchange, receive a free flower bouquet to gift a loved one for Mother’s Day.

The results? Over 2,500 app sign-ups over three days. Not too shabby, right?

creative pop up events: shoprunner and coach (Image Source)

2. Museum of Ice Cream

If you’re an ice cream fan, this one’s for you.

The Museum of Ice Cream brought its famous sprinkle pool to New York’s Hudson Yard to celebrate National Ice Cream Day (it’s July 16th, in case you want to make a note in your calendar). The cherry on top — pun intended — was their collab with Friendly’s, who supplied complimentary ice cream. Guests could also participate in games and win raffles.

creative pop up events: museum of ice creamcreative pop up events: museum of ice cream

(Image Source)

3. Spotify x BLACKPINK

To celebrate BLACKPINK’s new album, BORN PINK, Spotify presented a three-day immersive pop-up that was dreamed up by the group’s four members. It included photo rooms, a pink boba bar, giveaways, and — who could miss it – a cube of mirrors at the center of it all. 

One standout feature of the event was the merchandise store, which offered exclusive items only to those in attendance. Such exclusivity is a powerful strategy to enhance perceived value and drive fans to events in the first place.

creative pop up events: spotify x BLACKPINKcreative pop up events: Spotify x BLACKPINK

(Image Source)

4. Jongga

How do you bring the flavors of South Korea to London? With an immersive, multi-room pop-up that appeals to all your senses, that’s how!

Jongga Kimchi, one of Korea’s leading kimchi brands, created a pop-up that spanned three rooms, each showcasing the history of kimchi and its role in Korean cuisine and culture.

The stand-out room, in my opinion, was “Kimchi Alley,” where a rotating lineup of London’s top chefs crafted mouthwatering dishes, all starring kimchi. Londoners could see first-hand how to infuse Korean flavors into their favorite dishes.

creative pop up events: Jonggacreative pop up events: Jongga(Image Source)

5. Only Murders in the Building

Ahead of its third season, fans of Hulu’s Only Murders in the Building could stop at the United Palace Theater in New York City — a real-life filming location from the show – and investigate the murder of Ben Glenroy, played by Paul Rudd.

Upon entering the United Palace, guests were presented with a playbill and flashlight, and were free to roam around for clues throughout the theater. This two-day event proved to be a fun, immersive experience for fans, with mystery and photo-ops aplenty.

creative pop up events: only murders in the buildingcreative pop up events: only murders in the building(Image Source)

6. Fast Food Aid

Creative directors Ikkyu and Junya Sato noticed that young adults in Harajuku had a serious fast food problem — and they decided to do something about it.

To promote organic food chain Dohtonbori, they launched Fast Food Aid, a pharmacy-inspired pop-up that offers a selection of health supplements aimed at junk food lovers. And all it will cost you is a receipt from a fast food place.

creative pop up events: Fast Food Aid
creative pop up events: Fast Food Aid

(Image Source)

After a guilty indulgence, exchange your receipt for a customized bottle of supplements that will replenish the nutrients missed at your last meal. Each canister is aimed at a particular junk food — ramen, pizza, hamburger, etc. — to make sure your system gets what it needs.

Although Dohtonbori isn’t actually selling anything for profit at the shop, its been able to educate visitors about health and wellness, hopefully driving them to opt for healthier food options in the future – like Dohtonbori’s own restaurant.

7. COS Los Angeles

Experimental architecture firm Snarkitecture was inspired by mirrored surfaces and simple silhouettes when designing this temporary retail space for LA-based fashion label COS.

The folks at Snarkitecture transformed an empty industrial space into two identical, monochromatic rooms — one white and one pale pink ‚ leaving the focus on two racks of minimal clothing. The reflected space “creates an unexpected and altered world for visitors to experience and share.

creative pop up events: COS LA
creative pop up events: COS LA

(Image Source)

8. Arnsdorf

What’s a designer to do when they’re facing a tight budget? Experiment with creative materials. This pop-up retail space for Australian clothier Arnsdorf was created by using 154 pairs of neutral-colored pantyhose, and the effect is otherworldly.

creative pop up events: arnsdorf
creative pop up events: arnsdorf

Image Credit: Fast Company

9. Pantone Café

What does color taste like? If anyone knows the answer to that question, it’s Pantone.

The world’s most well-known color company has been running a pop-up café in Monaco for the past two summers, selling a minimal menu of pastries, lunch options, coffees, and fresh juices — all branded with Pantone’s signature color swatches.

So does this mean Pantone is permanently branching out into cuisine? Not quite. The seasonal eatery is perfect Instagram-bait, and it has successfully generated a ton of buzz in the press. It’s a perfect example of a pop-up event enabling a company to take creative risks with its brand by stepping outside of its typical business model.

creative pop up events: Pantone Cafe

(Image Source)

10. The Period Shop

For one weekend, Kotex launched a pop-up in New York aimed at alleviating negativity and spreading love for women during their periods.

The store, which was developed by ad agency Organic, featured ice cream, manicures, chocolate, comfy clothing, and Kotex U products for sale. Women were invited to browse the brightly colored offerings and share their experiences. And it was all for a good cause, too. Proceeds were donated to a women’s homeless shelter.

creative pop up events: the period shop
creative pop up events: the period shop



(Image Source)

11. Milani

Makeup brand Milani took its pop-up event on wheels. Fans of Milani had the opportunity to stop by their newsstand truck to purchase their new lip oils, snack on some tasty macaroons (flavored after the news lip oil scents), and even snag a product bundle. Fans could also snap a Polaroid picture in front of the truck, covered with Milani branding.

@explorenewyorkcity FOLLOW for nyc pop-up alerts 🩷🍇 @Milani POP-UP LOCATION👎🏼 〰 Sat, Sept. 30 1-6pm📍SoHo between Prince & Spring St. (around 541 Broadway) 〰 Sun, Oct. 1 4-7pm📍220 36th St. in Industry City, Brooklyn 〰 FREEBIES: 1 lip oil, 1 macaron, 1 polaroid (25% off coupon on back), 1 sticker sheet & 1 poppi soda 〰 1 @mixed.feelings zine
#milanicosmetics
#milanipopup
#milanilipoils
#nycpopup
#nycpopupalert
#nycpopups
#nycfreebies
#nycfreeevents
#nycfall
#nycfallbucketlist
#thingstodoinnyc
#nycactivities
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#dasominnewyork
#explorenewyorkcity
♬ Little Omens – Alfie Jukes

12. Real Life At Work

To offer passersby a glimpse into its world, London-based ad agency Wieden+Kennedy invited graphic artist Emily Forgot to transform the front window of its office into an imaginative, cartoon-inspired pop-up workspace.

Using exaggerated monochrome imagery, Forgot crafted a whimsical office scene from paper, complete with a typewriter and a clock that ran backward.

For a few weeks, real agency employees took turns “working” in the window. The whole thing was then broadcast live via webcam on the agency’s website for anyone who was curious enough to watch.

The pop-up was a unique way for W+K to shrug off the stereotype of the ad agency that takes itself too seriously — plus it was a creative chance for the team to engage with the community.

Real Life at Work

(Image Source)

13. Früt

How do you make inexpensive, packaged underwear appeal to high-end consumers? Just create a “luxury” lingerie pop-up with a fake, fancy-sounding name.

CP+B Boulder helped client Fruit of the Loom open up an intentionally pretentious and ludicrously over-priced boutique for its underwear, complete with colorful intimates hanging from over-the-top tree displays.

Früt sold only Fruit of the Loom undergarments, but shoppers who usually wouldn’t deign to buy the brand were lured in by the high-end guise.

Real Life at Work

(Image Source)

14. Organic Valley Coffee Shop

In a clever shot aimed at the artisanal coffee movement, creative branding agency Humanaut opened up a pop-up cafe to promote its client Organic Valley’s new coffee creamer.

Screenshot 2023-10-20 at 5.07.13 PM(Image Source)

The temporary Manhattan storefront adhered to all of the typical hipster tropes — a minimal logo featuring arrows and X’s, modern glass mugs, and trendy sizes — Lil Bit, Double, and Lotta. And they cast a real Organic Valley farmer as the shop’s folksy proprietor.

There was one catch: The shop only sold measured portions of half-and-half. You ordered your creamer at the counter from a barista and added your coffee separately. The spoof was a major success. Unperturbed by the irony, New Yorkers lined up to order shots of plain cream for $2 a pop. “No one had a problem paying $2 for a pour of organic half-and-half,” said Humanaut’s creative chief David Littlejohn. “In the end, the idea wasn’t as crazy as we thought it was.”

15. 5-Minute Internship

Solve, a Minneapolis-based creative agency, wanted to re-vamp its summer intern hiring process to attract recruits who can really think on their feet. So, naturally, they created a portable, small-scale replica of their office — complete with a receptionist-staffed micro lobby — and set off on an epic college-campus road trip.

Students at participating campuses were given a 5-minute challenge based on their area of interest — and those who performed the best were invited to interview on the spot. The pop-up event tripled the amount of applications the agency received to its internship position.

5 Minute Internship

Image Credit: Adweek

16. The Picture House

Capitalizing on the Instagram food photography craze, Birdseye opened up a temporary restaurant in London where diners could settle their bill with an Instagram post — all they had to do was take a snap of their meal and add the hashtag #BirdsEyeInspirations.

The event was a creative social media experiment that helped generate free publicity for the frozen food company’s Inspirations line of products. Branding agency Slice was behind the world’s first pay-by-picture pop up.

The Picture House

Image Credit: Slice

17. Birchbox’s Tour

Pop-ups give online retailers the chance to show off their goods in person, interact directly with their fans, and take their brand to the next level.

Birchbox – which sells subscription boxes of curated beauty products – went on a national tour in 2015, opening up temporary brick-and-mortar stores in multiple cities with the help of mobile container event company Steel Space.

In addition to selling beauty products, they offered manicures and astrology readings to entice beauty lovers inside.

Birchbox

Image Credit: Racked LA

18. Fendi Spring/Summer Flower Shop

The mobile flower shop that botanical designer Azuma Makoto created for Fendi is proof that not all pop-ups need to be large scale productions. The artist adorned a three-wheeled Italian vehicle with an intricate floral display and outfitted the side of the truck as an open storefront. The vendor/driver sold limited edition Fendi bags and vases of Makoto’s floral arrangements to promote the fashion label’s 2016 Spring/Summer collection.

Fendi

Image Credit: My Modern Met

19. The Poundshop

This design collective is a recurring pop-up platform for artists to offer their goods for affordable prices. “The aim of The Poundshop is to spread design to a wider audience by making it accessible through price and engagement,” the website explains.

The pop-up shops are just as visually interesting as the art they sell.

The Poundshop
The Poundshop

Image Credit: The Poundshop

With a little planning and a lot of preparation, you can make a splash with a pop-up that delights your customers and spreads interest in your brand. 

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

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Categories B2B

10+ Reasons Why Overworking is Bad for Your Health (and Your Career)

Overworking has become the norm for many professionals. While being constantly plugged in can make us feel safe, connected, and in the know — both at work and at home — it also means we never really clock out.

We reply to emails after work hours, take work calls at home, and even take a few hours out of our weekend for some work. The rise of remote work has even further blurred the lines between the end of the work day and time on the clock.

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Studies consistently show that chronic overwork can damage your health, hurt your career, and lead to early burnout. Read on to learn exactly what happens and why.

Table of Contents

Why Overworking is Bad For Your Health

Overworking has serious consequences for our health.

“While a person’s body and brain have an unbelievable capacity to be resilient and adaptable, they have their limits and need to be taken care of in order to be able to function well,” said Dr. Adam Pelman, director of integrative health and well-being at Mayo Clinic Florida, in an interview with Medical News Today.

“When we overwork and fail to prioritize self-care, we don’t give the body or the brain what it needs to rest and recuperate,” Pelman says.

Our body and mind can only take so much stress. Here are just a few ways overwork can impact you and your health.

1. Overwork causes stress.

Many different factors add to the stress.

A study investigating the primary causes of stress for Americans in 2023 concluded that workload was the key contributor to stress, affecting 39% of workers, followed by interpersonal issues (31%), juggling work and personal life (19%), and job security (6%).

Constant stress can catalyze various health issues ranging from obesity and anxiety to health conditions like depression, heart disease, and mental disorders.

2. Stress prevents sleep.

When you work long hours, you skip sleep.

Not taking the recommended 7-8 hours of uninterrupted sleep or sleep deprivation causes a disruption of the circadian rhythm.

Circadian rhythms are physical, mental, and behavioral changes that are dependent on our 24-hour cycle. When these patterns are disturbed, they leave you with low energy until you get a proper eight hours of sleep.

Hormonal imbalance and metabolic disturbances are common side effects of sleep deprivation and disorders. These exhibit themselves through high blood pressure, heart disease, obesity, and diabetes.

Think you‘re one of those “lucky people” who can get by fine with only five or six hours of sleep? You probably aren’t.

While researchers have found genes in people that enable them to be well-rested after less than eight hours of sleep, they also say the incidence of either is incredibly rare.

3. Stress gets in the way of healthy eating habits.

Too tired to cook or go to the gym? That’s typical for the days you overwork, as it gets in the way of your daily exercise, healthy eating, and other good habits.

When you’re overworked and tired, you tend to make unhealthy food choices. Working out seems like a chore, and you rely on caffeine to get you through the day.

Cleveland Clinic reports that stress due to overwork leads to over-eating or making poor diet choices. How? Stress triggers the release of cortisol, also known as the stress hormone.

Cortisol prompts cravings for sugary, salty, and fatty foods as your brain seeks fuel to cope with whatever threat is causing stress.

4. Stress is bad for your heart.

Your heart is one of the first things that gets affected by stress and overwork.

A WHO survey concluded that people working 55 or more hours per week face a 35% higher risk of stroke and a 17% higher risk of dying from ischemic heart disease compared to those working 35-40 hours per week.

Also, reports from WebMD feature accounts of people who developed heart conditions as a result of overworking.

Examples of heart-related problems included death due to heart disease, non-fatal heart attacks, and angina, a condition caused by low blood supply to the heart.

Wondering why overwork causes heart disease?

Clinical social worker Iris Waichler, while talking to Medical News Today, explains that stress from overworking can increase the production of the hormone cortisol, elevating the risk of heart attack or strokes.

It can also cause other problems like backache, neck ache, and tightening of muscles, she added.

5. Stress affects your concentration and impairs your judgment.

Overworked, stressed, and sleep-deprived people often have impaired judgment and foggy memory.

You may have noticed developing a short temper after a stressful couple of days.

Intense emotional responses, snapping at your partner, or getting easily frustrated with coworkers are all signs that you’re exhausted.

This happens as overwork causes a lack of sleep, which affects the hippocampus, an area of the brain involved in memory creation and consolidation.

This makes you lose concentration and compromises your judgment.

6. Overworking may lead to bad habits.

Aside from health risks, overworking links to habits that are unhealthy and detrimental.

In 2015, the Finnish Institute of Occupational Health studied the correlation between work patterns and alcohol consumption.

They found that when people worked more than 48 hours per week, they were more likely to engage in “increased risky alcohol use.”

Aside from alcohol consumption, researchers also found that long hours were linked to smoking.

A 2018 paper from Welltory added to the list of bad habits, showing that overworking can also lead to more social media consumption, which can endanger your level of stress recovery when you’re not working.

7. Overwork causes depression.

In addition to physical exhaustion, excessive workload, long hours, and unsociable shifts can significantly impact your mental health.

“Long hours and the burden of overwork can have serious consequences like clinical depression and even suicidal behavior in employees,” states WHO in the “World Mental Health Report: Transforming mental health for all.”

8. “Karoshi” or overwork death has been documented.

Karoshi is a Japanese term that translates to “overwork death” or “death from overwork.”

It refers to a phenomenon where individuals develop serious diseases and mental disorders because of working excessively for long hours, facing constant intense stress and pressures.

A study investigating the causes of Karoshi and preventive measures to avoid it revealed that it led to heart and brain diseases in people in their 50s while people in their 30s experienced mental disorders.

Why Overworking is Bad for Your Career

If better health and happiness aren’t enough of an incentive to do something about chronic overwork, it turns out overworking can have a legitimately negative impact on your performance.

Let’s dig deeper into the reasons why your productivity decreases when you’re overworked and stressed.

1. More input doesn’t necessarily mean more output.

Do longer work hours equate to more work getting done? Occasionally, yes — but not when “overtime” becomes the norm.

This theory is reinforced by a study of 40 countries, which examined the correlation between productivity per person and average working hours.

Results showed that countries like Colombia and Mexico, which have lower productivity, had longer working hours and fewer paid holidays.

On the other hand, countries like Norway and Luxembourg, where work-life balance is prioritized and the standards of living are high, performed better with higher productivity per person.

2. You call in sick because you are.

Overworked employees call in sick. Either because they are actually sick or they’re too exhausted to work.

Tristan Wright, a business coach, says long working hours can negatively impact business performance as it leads to increased absenteeism and higher turnover rates.

Employee productivity declines, and they become less motivated to go to work. This also causes overall business to suffer.

3. You lose sight of the bigger picture

Have you ever let a project consume you and your time? We’ve all been there.

While it’s not bad to get consumed by a project occasionally, it becomes risky if you make it a regular pattern.

When this happens, we lose sight of our long-term dreams and aspirations and channel our focus and energy into daily duties and tasks.

Our ambitions start to diminish. We develop a sense of resentment towards our job and the people we work for.

A study by Gallup shows that such low levels of morale and disengagement from jobs are contributing to a growing trend of “quiet quitting.”

It’s when employees may still physically show up for work but lack enthusiasm and passion for their tasks. They avoid taking on new responsibilities, stop contributing innovative ideas, and become less involved in team activities.

Likewise, HubSpot’s study discovered that, on average, marketing leaders think 17% of their employees are engaged in quiet quitting.

4. You pose a risk to yourself and others.

Overwork and longer hours are significant occupational safety and health (OSH) hazards as they lead to fatigue. We’ve already established that tired people make more mistakes.

Work-related fatigue makes you less alert, increasing the likelihood of accidents and errors. This can be particularly risky if you’re working in physically demanding jobs or in a sensitive environment like construction, hospitals, or laboratories.

A 2022 study by the Australian Medical Association on overworked and exhausted doctors showed that a staggering 60% were concerned about making clinical errors due to fatigue, up from 51% in 2021 and 48% in 2020.

Studies in the US have shown similar findings: Overworked doctors are prone to making more errors, endangering patient safety and resulting in more lawsuits.

5. Overworking hinders creativity.

A lack of sleep, stress, and other issues caused by overwork drains your energy and motivation and, ultimately, affects your creativity.

Research on overwork consistently shows that it can lead to decreased focus.

Why? Because creativity stems from a relaxed mind.

When you’re tired and overworked, you develop a myopic focus on completing immediate tasks, leaving little room for exploring new possibilities and thinking out of the box.

So, if you want to be creative, it‘s important to limit your work hours, get a good night’s sleep, and take time off when you feel like your mind is being drained of creative thoughts.

Pro tip: When you do take time off, keep a notepad or a phone nearby. Be sure to note your ideas down quickly when creativity strikes.

6. Exhaustion makes multitasking harder.

Your cognitive resources become depleted when your mind is exhausted, making it more challenging to switch between tasks and focus on multiple things at once.

Completing a single task takes longer. Therefore, the inability to be as productive as your usual self may add to your frustration.

The Symptoms of Overwork

How do you know you’re overworked?

When your mind and body are tired, they send you warning signs like persistent drowsiness, fatigue, or a general feeling of melancholy.

Here are some more symptoms to look out for.

Sleep Disorders

Disorders like insomnia or poor sleep patterns can occur as a result of stress and overwork.

This can look like unintentional sleeping or dozing off during the day, waking up frequently during the night and having difficulty getting back to sleep, or taking more than 30 minutes to fall asleep when you eventually go to bed.

Work-Related Fatigue

If you’re having chronic tiredness, lack of energy, headache, dizziness, sore or aching muscles, muscle weakness, and slowed reflexes for days on end, this could very well mean that you have worker fatigue.

Lack of Concentration

Difficulty recalling minor details like names and dates from slips of memory, struggling to stay focused, inability to make decisions, and making careless mistakes. This can significantly affect your ability to complete daily tasks.

Weakened Immune System

Frequent colds, digestive issues, skin infections, increased anxiety, chest pains, and stress-induced headaches indicate that your work is compromising your immunity.

Emotional Exhaustion

Feeling overwhelmed or melancholic, irritable, withdrawing from social interactions, and heightened pessimism are clear signs that your work is draining you emotionally and physically.

Weight Fluctuations

Frequent meal skipping due to lack of time or snacking on junk excessively leads to weight fluctuations and bad health.

Who’s to blame for overworking?

Chronically overworking isn‘t fun. It doesn’t feel good to realize you have to work through yet another family dinner or relaxing weekend.

So why do people do it? Is it because our bosses told us to? Or because we want to make more money? Or do we have some deep-seated psychological need?

Over-ambitious managers?

In many cultures, bosses expect employees to put in long days, make themselves available via email 24/7, and work nights, weekends, and vacations without protest. In this version, Carmichael writes, “We overwork because we’re told to.”

This is especially evident in the three countries — America, South Korea, and Japan — where employees work longer hours.

Company culture?

The hustle culture in many companies today also pressures employees to overwork.

When a company’s climate encourages employees to overwork, making it a norm and something that is appreciated and incentivized, employees have no other choice but to be a part of that culture by behaving the same way.

“Hustle culture ideology says that people are overworking not because they’re economically driven to, but simply because this is the way go-getters get what they want,” BBC quotes Nick Srnicek, co-author of “After Work.”

When people perceive overworking as the only way to be accepted and get what they want, they’re setting the wrong examples for others. This relentless pursuit of becoming the “perfect employee” eventually takes a toll on your well-being and your performance.

… Or ourselves?

Many times, we push ourselves because that‘s the way our brains are wired. We either think that it’s the only way to achieve our goals, or we think overworking will get us where we want to be in life faster.

Either way, we set unreal and high expectations for ourselves and put all our energy towards achieving them, only to be demoralized when we’re unable to meet them.

How to Tackle Overwork

1. Try psychological detachment.

Understanding that your work is an integral part of your life and not letting it consume your existence is crucial to maintaining a healthy work-life balance.

“Psychological detachment” is a powerful concept that allows you to disassociate from work once your work hours are over.

According to a study examining the effects of overwork exhaustion and psychological detachment, employees who were able to effectively detach from their work experienced lower levels of physical exhaustion.

However, those whose jobs were over-demanding and hindered their ability to detach from work faced adverse health outcomes.

Another study on the topic showed that psychological detachment is crucial to recovering from work-related stress, and the inability to do so can cause early burnout.

Leave work at the office, and if you work from home, set strict timings for starting and ending work. Set clear boundaries, making sure to log off mentally and on your computer at the end of your work day.

Logging off but continually worrying about your work will keep you from enjoying your personal life, keep you stressed, and affect your performance the next day.

2. Take breaks using the 52/17 rule.

Research suggests that taking regular breaks is good for health and focus.

Boost your productivity levels by following the 52/17 rule. It’s a valuable time management technique where you work for 52 minutes and then take a 17-minute break. This way, you’ll prevent mental fatigue and save yourself from burning out.

Set a timer for 52 minutes, and when it goes off, take your break. Do a crossword, get some shut-eye, watch some Netflix, or have a light snack. Repeat the cycle throughout the day. Or adjust the time intervals to see what works best for you.

Some people prefer working for 30 minutes and taking a 5-minute break — the so-called Pomodoro technique.

3. Stick to your routine.

Self-determination is your biggest asset if you wish to maintain a healthy work-life balance. Follow a strict routine and prioritize tasks to help you allocate time for work, breaks, and personal activities appropriately.

A better routine helps reduce stress and improves mental and emotional health, making you sharp and energized. By sticking to a routine and holding yourself accountable, you are less likely to extend your workday or bring your work home.

4. Set boundaries.

Establishing boundaries is crucial to achieving a healthy work-life balance.

Set firm boundaries early and let everyone know, including your colleagues and superiors.

Occasionally replying to emails or text messages after work hours is OK. But make sure to put all emails and messages on hold once you’re home until the next morning.

Also, learn to say “no.” Get comfortable saying no if you‘re asked to work after hours or do something that is out of your jurisdiction and stick to your guns. Don’t feel guilty or pressured.

LendingTree chief credit analyst Matt Schulz says setting firm professional boundaries can help people feel better about their jobs.

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Asserting your boundaries early on not only helps you avoid overwork but also communicates your limits to others sooner.

5. Keep in touch with your social circle.

Your friends and family serve as a valuable support network even when it comes to your professional life.

They provide honest feedback and identify destructive patterns. They’re the first to notice when you’re agitated, seem fatigued, or lose focus.

Keeping in touch with them on a regular basis can help you recognize symptoms of overwork early. Plus, hanging out with friends helps to take your mind off work and significantly improve your mental health.

6. Take time out for self-care.

Taking time out for yourself is not selfish. It’s necessary. Especially today when mental disorders and anxiety levels are at an all-time high.

“We must look after ourselves as well as we can because it will enable us to continue to perform well at work and in life,” Katrina Bannigan talks about the “Always On” culture in her book Skills for Practice in Occupational Therapy.

“If we monitor ourselves regularly, we should be able to identify warning signs (of stress, anxiety, and burnout),” she adds.

When we prioritize ourselves, it gives us a chance to recharge and keeps us from burning out. It takes some of the stress away, boosts creativity, enhances performance, and even improves our quality of life.

7. Talk to your boss.

If you feel constantly overwhelmed, it is time to talk to your boss.

Schedule a meeting with your manager to discuss your excessive workload and ask for support. Share your feelings of overwhelm and provide a detailed overview of your tasks and duties.

Work together to find which tasks can be delegated and to whom.

Your company culture can play a huge role in encouraging you to share your concerns openly.

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If your company culture doesn’t support open communication about overwork, consider privately reaching out to your boss, a superior, or a colleague who may offer valuable advice and guidance. If you find it challenging to do so, it may be time to explore other job options.

Pro tip: Join the gym, schedule a spa date, or meditate with some yoga. Detach your work regularly and see how it improves your productivity and focus.

Now that you know six awesome ways to combat overwork, follow these tips to improve your work-life balance.

Know When It’s Time to Log Off

Working long hours may feel rewarding, especially when we think it brings us closer to becoming the ideal employee. But it’s detrimental to our mental and physical health and can lead to early burnout.

Research constantly suggests we work smarter, not harder, while keeping our work life in balance. Remember, prioritizing your mental, physical, and emotional well-being should never take a backseat to work commitments.

Put yourself first, get your priorities in order, and hold yourself accountable to benefit your health and career in the long run.

Editor’s Note: This blog post was originally published in June 2016, but has been updated for comprehensiveness and freshness.

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Categories B2B

Can You Create a Wikipedia Page for Your Company? [Best Practices & Guidelines to Know]

For many Millennials and Gen-Zers, Wikipedia has become like a broad encyclopedia for all sorts of things, from random animal facts, to information about our favorite TV shows.

One of the driving forces behind Wikipedia‘s endless wealth of information is its community of writers and editors all around the web. And, because of Wikipedia’s notoriety and traffic, you might wonder, “How can I get my brand in on this action?” or even ask yourself, “Can I make a page for my business on Wikipedia?”

Wikipedia is one of the best third-party sources for ranking on page one of Google. We‘ll dive into the ins and outs of page creation, some of the best business pages, and the guidelines and legalities related to publishing Wikipedia business pages that you’ll need to know this year and beyond.

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Can You Create a Wikipedia Page for Your Business?

While you can create a page for Wikipedia with the right administrative privileges, you should always be cautious of Wikipedia guidelines and objective when adding information — and, importantly, avoid advertorial content at all costs.

Benefits of Having a Wikipedia Page

Wikipedia was built as a community-driven, objective, non-biased encyclopedia. By nature and because of its mission, over-promotional content and biased content can go against its guidelines or even be removed. Ultimately, it’s somewhat discouraged to create or edit pages of a business you own or are paid by as this can make it pretty hard to keep your listing objective and non-promotional.

1. Brand credibility and authenticity.

Having a presence on Wikipedia can enhance your brand’s credibility and authenticity. Wikipedia is a trusted platform that is used by millions of people as a primary source of information. Having a well-written and properly sourced page can demonstrate to potential customers, partners, and investors that your business is legitimate and established.

2. Increased online visibility and search engine rankings.

Wikipedia pages often rank high in search engine results pages (SERPs). Having a Wikipedia page can increase your business’ online visibility, making it easier for potential customers to find and discover your brand. This can improve organic search rankings, drive traffic to your website, and ultimately lead to more conversions and business opportunities.

3. Access to a global audience.

Wikipedia is available in multiple languages and is accessed by people from all over the world. By having a Wikipedia page, you can reach a vast global audience, including potential customers, partners, and investors who may not be familiar with your brand. This can help expand your reach and open up new business opportunities in various markets.

Legal Disclaimer: The steps below will highlight screenshots of the Wikipedia site which include logos and other assets trademarked by the Wikimedia Foundation.

Wikimedia and Wikipedia wordmarks, name, and/or logos as listed here are trademarks of the Wikimedia Foundation and are used with the permission of the Wikimedia Foundation. HubSpot in no way is endorsed by or affiliated with the Wikimedia Foundation.

1. Create a Wikipedia account.

Go to Wikipedia’s homepage and click “Create account” in the top right.

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Enter the necessary information, including username and password, then click “Create your account”.

2. Get promoted to an auto-confirmed user.

When you first join Wikipedia, you’ll see a box pop-up that reads, “Help improve Wikipedia” with a link to start editing an article:

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Before creating your page, you’ll need to become an autoconfirmed user.

These are Wikipedia’s typical guidelines for an autoconfirmed user: “Although the precise requirements for autoconfirmed status vary according to circumstances, most English Wikipedia user accounts that are more than four days old and have made at least 10 edits (including deleted ones) are considered autoconfirmed.”

Here, you‘ll need to practice patience — spend the first couple days once you open an account editing other people’s pages. Once you click “Edit a page”, there are links on the top right of every paragraph with the word “Edit”, so it shouldn’t be too time-consuming.

Once you’re autoconfirmed, proceed to the next step.

3. Create the page.

Now we’ve reached the most challenging part — creating the page.

First, go to Wikipedia’s “Writing an article” page. As you scroll down the page, you‘ll see a blue button that reads, “Article wizard: an easy way to create articles.” Click this button (as long as you’re autoconfirmed):

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Next, you‘ll be redirected to Wikipedia’s Article Wizard. Here, you have two options — immediately begin creating your page by clicking “Next”, or practice editing your page in Wikipedia’s sandbox, first.

For our purposes, we’ll click “Next”:

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It‘s important to note — since there’s likely no Wikipedia page already available for your company, you can include as much or as little information as you want. Additionally, you’ll want to structure the page for easy readability, featuring some of the most important and basic information (like what your company does), first.

For instance, take a look at how HubSpot’s Wikipedia page is structured:

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The page starts with a two-sentence overview of what HubSpot does, followed by a table of contents on the left, and a “fact sheet” on the right. Below the table of contents, you‘ll first find HubSpot’s history, followed by a description of HubSpot’s software and services.

On HubSpot‘s Wikipedia page, the above-the-fold information is likely most useful for a new visitor who hasn‘t heard of HubSpot before — a quick glance at the page can tell her, for instance, what HubSpot does, how much revenue HubSpot makes, what third-party sources such as Forbes say about HubSpot, and who HubSpot’s founders are.

While readers can continue scrolling for more product-specific information, it’s critical Wikipedia is mainly used as a broad brand awareness platform.

We’ll look at more examples later on.

4. Provide citations.

Wikipedia is ultimately an encyclopedia, so to prove the validity of your topic, you must include citations to various articles and third-party sources.

Before you begin creating your page, Wikipedia warns you of this, stating — “the topic of an article must already be covered in reliable sources that are independent of the subject. These include journals, books, newspapers, magazines, and websites with a reputation for fact-checking. social media, press releases, or corporate/professional profiles do not qualify”:

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Ultimately, citations give your business credibility and allow the reader to trust your company is real. Look for magazine or newspaper articles that mention your company, other websites that backlink to your website as a resource, or directories that link to your company’s profile.

5. Ensure you’re following Creative Commons guidelines.

When using imagery or anything pulled from Wikipedia’s Creative Commons, you should also follow Wikipedia’s Creative Commons Attribution Share-Alike 4.0 Guidelines, which state:

  • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so reasonably, but not in any way that suggests the licensor endorses you or your use.
  • ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
  • You do not have to comply with the license for elements of the material in the public domain or where an applicable exception or limitation permits your use. No warranties are given. The license may not give you all the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.”

6. Maintain and audit neutrality.

Even when you feel like you’re being as objective as possible about your company or a company paying you, remember that you might subconsciously be adding information that might feel biased or over-promotional.

To avoid having an over-promotional page, read the content you‘ve added or edited before it goes live and put yourself in the shoes of a reader who’s not a member of the business. If anything you’ve said about your brand sounds salesy, or aggressively against your competition, consider moving it.

When in doubt — add citations or links from sources other than your company. Citing or linking to other Wikipedia pages, news publication articles, and trusted company databases can help readers feel like they aren’t just reading one big company advertisement.

Lastly, for an absolute final gut-check, deeply read and review Wikipedia’s Conflict of Interest Guidelines one last time to ensure you’ve covered all of your needed bases.

7. Submit the page for review.

When you’re finished with your page, submit it for review. Once Wikipedia deems it a credible source, it will be uploaded as an official Wikipedia page.

I’ve personally discovered that if you heed the Wikipedia Article Wizard Common Mistakes page, you‘ll be able to meet the website’s guidelines during submission. Places where many people get rejected, are:

  • Using overpromotional language instead of objective.
  • Copy-pasting material instead of submitting original writing.
  • Failure to include enough citations to build credibility.

8. Update it regularly.

Remember — the hard work isn‘t over just yet. As your Wikipedia page begins ranking on page one of Google for your company name, it’s vital you regularly update it to ensure it provides the most up-to-date information regarding your products or services.

Additionally, by updating it regularly with company developments, you’re maintaining transparency, which is comforting for both your customers and leads.

Best Wikipedia Page Characteristics

There are over 6.7 million articles in the English Wikipedia. A good chunk of those are company pages. The best company pages share the following characteristics:

  • Adequately describe the company
  • Maintain a neutral point of view
  • Include references to notable, independent sources
  • Includes a link to the company website
  • Ideally discloses that the post was initially published or has been edited by members of the company or entities paid by the company and how these editors have aimed to keep the content neutral.

Below, we’ll look at two examples of company pages that can inspire your own.

Examples of Company Pages on Wikipedia

1. World Wide Technology

World Wide Technology’s Wikipedia page is an excellent example of a company page. First, it offers a brief overview describing what type of company it is, how much revenue it earns, and how many people it employs. It then provides a timeline of notable events, starting with when it was founded and ending with its latest recognition in TIME magazine in 2021.

The page ends with a comprehensive list of independent reliable sources, which have been published about the organization. Such a list helps Wikipedia understand why the organization is notable and avoids the appearance of a conflict of interest. Without such a list of references, your company page could be deleted.

2. Urban One

Urban One‘s Wikipedia page is another excellent example of a company page. It begins by describing what the company is, who its primary audience is, and how large it is. While details like the fact that it’s the largest African-American-owned broadcasting company and one of the highest-earning African-American-owned businesses in the United States are impressive, it’s stated objectively and cited properly to avoid the appearance of self-promotion.

Wikipedia requires significant coverage in multiple independent sources for articles on organizations to be considered noticeable — a requirement that Urban One has easily met. Towards the bottom of the page, you’ll find a references section with over 54 entries.

Getting Your Company on Wikipedia

Nowadays, a quick Google search provides us with an abundance of information — including social media profiles, directories, and press releases — on a given subject. By ensuring you have an up-to-date Wikipedia page, you’re covering your bases and giving viewers a trustworthy source of information about your business or brand.

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

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Categories B2B

How to Write a LinkedIn Recommendation in 2023 [Quick Tip + Examples]

Writing a LinkedIn recommendation for a colleague is a great and easy way to support their career development. But figuring out how to write one that is specific, honest, succinct, and impactful isn’t always easy. 

In this post, I’ll share the best writing tips I’ve picked up in my professional years to help you write stellar LinkedIn testimonials, along with templates and high-quality examples of LinkedIn recommendations you can use as inspiration.

write-linkedin-recommendation_1

1. Explain the nature of your professional relationship.

I know it seems serious, but it’s simply a helpful piece of context that helps you easily write an intro for your recommendation.Whether it’s a coworker you’ve worked closely with for years or a recent agency point of contact, it sets the stage for the reader to learn why you’re writing this recommendation.

For Example:

I’ve worked alongside Lisa for close to two years now.

2. Offer details about the position this person is working toward.

Are you recommending this person for their work in one position? Or are you writing about their work across multiple jobs they’ve held while you worked with them?

I’d recommend focusing on the notable parts of their job. It may feel strange — like you’re listing out their job description. But, it will help anyone reading the recommendation get a feel for what they did in their job. 

Similarly, I’d also caution against creating a laundry list of their job duties. If they’ve worn that many hats, you can contact them to see if they’d like you to emphasize a specific part of their role.

For Example:

In those two years, I’ve seen her excel at the core elements of her job — like copywriting and copyediting — also learn other tasks that extend well beyond the scope of her role. These include email marketing, event planning, and even championing our company’s internal communications.

3. Explain how they’ve grown at the company.

If you’re writing a recommendation for a direct or former direct report, this part of your recommendation can go a long way. Explaining how the person you’re recommending has grown — either in their role or from one role to another — can show an ability to adapt as the organization expands.

My advice is not to overstate any low points in the person’s career that can dilute the value of the growth you’re trying to highlight. 

For Example:

Lisa has grown as quickly as our business has, and her willingness to learn and take on these new responsibilities is something sought-after in any professional.

4. Show how their contribution helped grow the team or company.

This could be an explanation of how their performance helped hit hard metrics. You could also talk about contributions like leading their teammates or fostering new initiatives.

Whenever I’ve updated my resume and focused on my contributions or effectiveness in a role, I follow the “show don’t tell principle.” Instead of just telling a reader that the person I’m recommending is good at their job, I’m proving it by doing things like including a metric that shows their success. It’s much more impactful than simply saying “I’m good at doing this!”

For Example:

Lisa’s mastery of both her core role and extra projects have been critical to the company’s growth. In fact, her taking on internal company communication aligned with a sharp increase in employee happiness (+28 quarterly eNPS).

5. Explain what these achievements reveal about that person.

By now, you’ve included some specifics — so let’s explain what those specifics mean for the larger theme of your recommendation. Do the examples you’ve detailed reveal that person is hard-working? Ambitious? Great for team morale? Connect their accomplishments with their attributes.

For Example:

This rare mix of productivity and ambition sets a great example for the rest of the team. It also explains why everyone loves working with Lisa — no matter where they fall on the org chart.

6. End with a note about the personal aspect of working with them.

In this section, I’d suggest message home with a mention of how you felt working with the person, your hopes for their career, or a prediction about their future.

For Example:

Lisa’s work has continued to pay dividends long past her tenure here, and I still miss working with her every day. I can’t wait to see what she does with the next step in her career trajectory.

LinkedIn Recommendation Examples

Recommendation From an Employee

Acccording to a 2022 Gartner survey, 50% of employees have different employer expectations than they did before the pandemic.

Employee recommendations show that a stakeholder respects the opinions of the people they manage. It also shows how they lead from the bottom up.

In the recommendation below, a person discusses how their supervisor progressed at the company and how this person mentored them so they too could grow as an employee.

Example 1:

How to write a LinkedIn recommendation example: Employee

Why I like this LinkedIn recommendation:

This recommendation shows how the relationship between employee and manager evolved over time. Work relationships that shift from peer to manager can be tough. They can sometimes create power struggles, miscommunication, and more, but I think this recommender does an excellent job at highlighting the employees’ mutual respect, care, and professional growth.

Example 2:

How to write a LinkedIn recommendation example: Employee

Why I think this is a good LinkedIn recommendation:

Soft skills can be difficult for recruiters and employers to assess. I pulled the recommendation above as a valuable example because it talks about a manager/employee relationship essential to this employee’s development, giving readers a sense of how this manager might engage with and leave a lasting impact on their new team.  

Example 3:

How to write a LinkedIn recommendation example: Employee

Why I like this LinkedIn recommendation:

We can all agree that an authentic recommendation is much more helpful than a formulaic recommendation that you could reasonably adapt to anyone’s qualifications. The rec above shows how this manager is unique in balancing kindness, critique, and composure on his team.

Recommendation from an Employer

Employer recommendations may be a replacement or a complement to the job requirements for many positions, which can make an employer recommendation an important LinkedIn addition. Unlike a standard recommendation you’d include in a job application, those on LinkedIn are short and to the point. Instead of a full page, most are even short but dense paragraphs like the examples below.

For example, in this recommendation, an employer explains how an employee progressed and executed projects that made a big impact on their company.

Example 1:

How to write a LinkedIn recommendation example: Employer

Why I like this LinkedIn recommendation:

I appreciate that the recommendation jumps immediately into specific job functions, technical skills, and soft skills. A quick scan of this letter can show any employer what this person does best and how those skills can translate to other jobs or employers.

Example 2:

How to write a LinkedIn recommendation example: Employer

Why I think this is a good LinkedIn recommendation:

Connecting actions to outcomes can make it easier for prospective employers to understand the value an employee can bring to their team. I believe this rec does an excellent job at outlining what a new hire did, how she approached changes, and the results she brought to her team. 

Example 3:

How to write a LinkedIn recommendation example: Employer

Why I like this LinkedIn recommendation:

This recommendation letter uses industry-specific terms to show the activities and outcomes this employee was responsible for. This makes it easy for employers to understand how that performance could translate to their business and team.

Recommendation from a Coworker

Over 20% of LinkedIn users are 18-24 years old. This means that many LinkedIn users are recent graduates who might have limited job experience.

linkedin age group

Employers are looking to LinkedIn for a sense of your commitment, engagement, and soft skills at work; coworkers are a great source to highlight these areas. Let’s look at some excellent coworker recommendations from LinkedIn.

Example 1:

How to write a LinkedIn recommendation example: Coworker

Why I like this LinkedIn recommendation:

This letter quickly highlights how long they’ve worked together, what they did, and the candidate’s strongest soft skills. It stays positive but also showcases how this person responds to pressure.

Example 2:

How to write a LinkedIn recommendation example: Coworker

Why this is a good LinkedIn recommendation:

I’d be elated to receive a review like this from a coworker. It’s full of job-specific details that emphasize abilities and shows off the recipient’s unique qualities that might not come out in a job interview. Outlining teaching skills and continuing education shows potential employers how the candidate is preparing for the future. 

LinkedIn Recommendation Sample (for a Manager)

Now, writing a LinkedIn recommendation can seem easy, but it’s not. What if the employee you’re recommending is your superior? This can make it more difficult to recommend the person — even if you’re saying stellar things about them.

Here’s a sample LinkedIn recommendation template — written in full — that a manager would be proud to receive.

I’ve worked for Lisa for two years. During that time I’ve seen her quickly take on new responsibilities while making time to teach these new skills to her employees.

By inheriting tasks like campaign analytics and email A/B testing — both of which extend beyond the scope of our team — she’s made our department much more agile and set me up for promotion last month. Lisa is a great person and manager, and her next employer will be lucky to have her.

Now proofread, and hit send. Remember, the person you’re writing your recommendation for can review and request changes. So, you’ll have a chance to make changes and submit a recommendation that they’ll appreciate.

Write a Recommendation on LinkedIn Today

LinkedIn isn’t just job hunting and your professional reputation—it’s about building relationships. The sooner you start writing recommendations with the steps above, the better your professional relationships can be.

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Categories B2B

20 Email Best Practices That Actually Drive Results

Even as new marketing channels crop up, email marketing continues to be an effective way to generate leads and convert more prospects for your business.

According to a HubSpot survey, 94% of marketers find email marketing effective for reaching their business goals.

→ Download Now: The Beginner's Guide to Email Marketing [Free Ebook]

To get the most out of your email marketing strategy, check out these best practices.

Table of Contents

17 Inbound Email Marketing Best Practices

1. Don’t purchase contact lists.

This first tip should come as no surprise, but given the General Data Protection Regulation (GDPR), it bears repeating.

Email campaigns depend on a healthy open rate. If you’re contacting people whose information you bought — rather than earned from a previous interaction — you‘ll quickly see your emails’ performance drop.

The GDPR also requires each European recipient’s consent before you contact them. Purchased email lists usually do not come with that consent.

For help reaching your target audience, consider Versium Reach — a platform for B2B marketers that allows you to own data on your target audience across multiple marketing channels.

2. Avoid using ‘No-Reply’ in the sender’s email address.

Have you heard of CAN-SPAM? This long-standing legislation is a popular and important guideline for all email marketers in the U.S.

One major rule in CAN-SPAM is to never use the words “no reply,“ or a similar phrase, as your email sender’s name (for example, ”[email protected]”).

“No reply” in an email message prevents recipients from responding and even opting out of further emails, which CAN-SPAM protects their right to do so at any time.

Instead, have your automated emails come from a first name (for example, [email protected]). Your customers are much more likely to open emails if they know a human being wrote them. Plus, it keeps you compliant with email regulations.

3. Stick to fewer than three typefaces.

The less clutter you have in your email, the more conversions you’ll get.

Don’t junk up your message with more than two fonts or typefaces, as that can distract readers and ruin your email’s visual appeal.

In the email example below from recruiting SaaS company Greenhouse, the company sticks to just two fonts.

Not only does this make it easy to read, but readers can focus on the context of the email rather than get distracted by the styling.

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In addition, use web-safe fonts with sizes between 10-point and 12-point. This ensures your email will be legible on all readers and devices.

4. Optimize the email’s preview text.

If you subscribe to any newsletter, you’ve likely seen a message like this at the top of your email: “Email not displaying correctly? Click here.”

While it’s a helpful message, keeping it in the preview text of your email (also known as the preheader) can significantly impact your email’s open rate.

Firstly, because you’re telling recipients, “Hey, this email might not work.” Secondly, it doesn’t provide any insight into what the email is about.

Your preview text should supplement your subject line by adding details to capture your audience’s attention and encourage them to open.

By default, preview text pulls in the first several words of the email body and displays it next to the subject line before the person opens it.

The problem is that custom email templates often stick with conditional statements like “Can’t see images?” or “Not displaying correctly?” at the top banner, allowing it to slip right into the preview when it goes out.

As a rule of thumb, always write a custom preheader that teases what your email will offer.

Pro tip: HubSpot users can fix this problem by customizing the preview text themselves in the backend of their email marketing newsletter.

5. Include an email signature.

Even if your newsletter is technically being sent to your contacts on behalf of the company, rather than an individual, the email should include the signature of a specific person.

In a 2020 State of Business Email Marketing study, 62% of marketers said they use email signatures to increase visibility around their branding.

When you consider that every email sent on behalf of your company is another branding opportunity, it makes sense to include a signature.

Your email signature should include some sort of CTA, whether that’s a link to your website, social media, or a specific landing page.

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Another reason you should include your email signature is that it’s a touch of personalization.

People are naturally more inclined to read an email if they know it came from a human being, not just a collective marketing team. Your email signature is your ticket to their attention.

Want a quick way to make a beautiful email signature? Use HubSpot’s Email Signature Generator. We also have an Out-of-Office Email Generator to make your response to incoming messages just as delightful.

6. Clean your mailing list regularly.

Some of your email contacts might not opt out of your email campaign but will still never open your emails.

According to a HubSpot survey, over 32% of marketers say low open rates are one of their biggest challenges with their email marketing strategy.

Emailing as many people as possible is tempting, but keeping your least-engaged recipients on your mailing list can kill your open rate.

People who never open emails make your campaign look worse since you‘re not analyzing the campaign’s quality against your most loyal recipients.

Review your list of subscribers who haven’t engaged with your emails over a certain period, and remove them regularly.

This gives you a more accurate email open rate and keeps your email campaign clean of people no longer interested in hearing from you.

You can also implement a workflow in which they’re gradually moved to a less frequent email list based on activity.

For instance, say you have a daily newsletter. You could implement a workflow in which subscribers who do not open your email in two consecutive weeks are moved to the weekly email.

Then, those subscribers could be moved to the monthly newsletter if they don’t open four consecutive emails. And so on.

It keeps you from bombarding your subscribers with emails they’re not interested in, all while keeping your list clean.

7. Keep the main message and call-to-action above the fold.

Above the fold refers to the information visible to the reader before they scroll down.

Even though recent research suggests that consumers scroll more than they used to — because of social media and vertical timelines — above-the-fold content still gets the most attention when considering that people don’t have long attention spans.

According to a 2022 report from Litmus, people spend an average of nine seconds looking at an email.

With this in mind, place your main message and CTA above the fold. It’s the first thing your recipients will see once they open your email, increasing your conversion rate.

You can also run an A/B test first to validate the hypothesis and see if it works for your emails.

8. Personalize the email greeting.

How often do you read emails that begin with “Dear Member?”

You might segment your email audiences by their customer type (member, subscriber, user, etc.), but it shouldn’t be the first thing recipients see in your company messages.

Personalizing the greeting of your emails with your contacts‘ first names grabs each reader’s attention. For HubSpot users, this is called a personalization token, and creating one looks like this:

Then, the address line of your email would automatically produce the contact’s first name by fetching this personalization token in the email’s HTML, like this: Hi, !

Don‘t worry; personalizing an email’s greeting line with 50 recipients‘ names doesn’t mean you’ll have to manually write and send 50 different emails from now on.

Many email marketing tools today allow you to configure the greeting of your email campaign so that it automatically sends with the name of the people on your contact list — so everyone is getting a personal version of the same message.

9. Keep your email around 500 to 650 pixels wide.

If your email template is wider than 650 pixels, your email won’t show up correctly and will require users to scroll horizontally to read the full email.

This is a pain, to say the least, and will likely affect your conversion, especially when many users read emails on mobile.

Nearly 30% of marketers say that optimizing emails for mobile is one of the most effective strategies for increasing the click-through rate (CTR), according to data from HubSpot.

Having your template fit within the standard format will make for easier readability, better conversions, and an overall better user experience.

10. A/B your subject lines and calls to action.

If you can‘t seem to increase your email’s open and click-through rates, a couple of things might be wrong: You‘re not emailing the right people (if you’re buying your contact list, see the first tip at the top of this blog post), or the content needs to be improved.

To start, focus on the latter, and conduct an A/B test. 18% of marketers have found success with increasing click-through rates when they used A/B testing.

A/B tests can be used to improve almost any of your digital marketing content.

In an email, this test splits your recipients into two groups: Group A receives the regular newsletter, while Group B receives the newsletter with a specific variation. The variation can be anything from a different subject to another CTA.

This variation tests to see if your audience would be more or less likely to take an action based on that element.

HubSpot Marketing Hub users can conduct email A/B tests on anything from the subject line to the call-to-action (CTA) inside it.

For example, you might change the color of your CTA from red to green to see if your email‘s clickthrough rate increases. If it does, the test indicates that you should change all of your emails’ CTA color to green from now on.

11. Include your logo.

Logos are essential when it comes to emails.

A 2021 study by Red Sift and Entrust found that logos positively impact email engagement as well as brand recall.

The study found that when businesses include a logo in their emails, open rates increased by 21%.

Brand recall increased by 18% after a five-second exposure when including a logo in the email. Consumer confidence in the legitimacy of an email also increased by 90%.

With this in mind, add your logo to your email design to ensure that it’s always included.

12. Name the offer in your subject line.

You can drastically increase your open rates by including an incentive in your subject line.

31% of marketers say that emails with special offers or promotions have the highest open rate, and 30.7% of marketers say these emails also have the highest click-through rate.

If you’re running a promotion, use incentive-focused subject lines like “Free shipping when you spend $25 or more” or “Receive a free iPad with a demo.”

Here’s an example of an email with an enticing subject line and warm, welcoming body copy. The subject line for this email from Elementor says, “Up to 50% off when upgrading!”

However, be careful not to overwhelm your readers with savings- or product-related emails.

Customer loyalty starts with casual industry insights — only after nurturing should you start introducing offers.

13. Allow recipients to subscribe to your newsletter.

You might be thinking, “Wait, if they received the email to begin with, shouldn’t they have already subscribed?”

Usually, yes. Therefore, adding a “Subscribe” button to your email doesn’t help those who’ve already agreed to receive your emails.

But great content is shareable content, and if your current subscribers are forwarding your emails to their friends and colleagues, you’ll want to help them subscribe, too.

Add a small but visible CTA that allows the recipient to subscribe to the newsletter if they received this email from someone else.

This email newsletter called Contentment is a great example of how to include a sign-up CTA in your email without distracting from the rest of the content:

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But remember, because your newsletter should already be driving another action, such as downloading an ebook or signing up for a webinar, make sure this “Subscribe” button doesn’t distract or confuse users, weakening your main campaign goal in the process.

14. Write compelling (but concise) subject lines.

A good subject line should contain between 30 and 50 characters, including spaces. The reason why you do this is that email providers often cut off subject lines that go beyond this length.

Your email subject line should also create a sense of urgency while giving readers some indication of what to expect once they open the email.

15. Create automated emails for opt-ins.

Be prepared for your readers to forget they opted in.

Set up an automated email flow that reminds people they opted into your email database. The auto-responder should be sent out one day, five days, and 10 days after the person subscribes.

Each automated email should also include additional content or bonus material to reward the reader for opting into the newsletter — or your readers might not feel they have enough incentive to actually stay on your list.

16. Closely tie emails to landing pages.

If you’re promoting a specific landing page in your email, the landing page should match the email in terms of headline, copy, and content.

The look and feel of your landing page should also match the email to help create consistency, which goes a long way toward earning a customer’s trust.

Also, make sure you‘re using tracking tools to see which emails and landing pages performed the best so you can keep sending what’s working.

17. Conduct a five-second test.

Send a copy of the email to a friend or colleague. Can they quickly tell what your CTA is? If so, you’re ready to hit send. If not, figure out how you can tweak your subject line. Or, if there’s a different landing page, you should link to it.

3 Outbound Email Best Practices

If you’re sending emails for lead generation — for example, in a sales position — then there are a few more outbound email best practices to employ.

Following these best practices ensures you’re effectively forming strong connections that can lead to potential business opportunities.

1. Make it personal.

Sending an outbound email isn’t too different from sending a marketing email.

You should still be personal, but even more so when you know your email is only being read by the receiver.

Start by letting them know how you know them. Have you already connected on Twitter or in a Slack group? Is this a completely cold email? Figure out where you stand so you know how best to personalize the greeting and message.

2. Include a clear CTA.

What do you want the receiver to do next? Set up a call? Book a demo? Make your CTA clear from the beginning so there isn’t any question about what the purpose of your email is.

Also, don’t close with a vague, open-ended message like, “Let me know what you think!” Instead, offer a clear statement or question, such as, “When is a good time to set up a call?” Being direct and clear helps limit the time the receiver spends figuring out what you want.

3. Follow up.

Follow up when necessary, but don’t bombard the receiver with a million follow-up emails.

Be aware of the typical response time from people in your industry or people you reach out to. Anywhere from two days to one week is a reasonable amount of time between sending your first email and sending a follow-up.

Getting Started

There are a lot of new tools at a marketer’s disposal that are getting attention these days. But email marketing has stood the test of time regarding its influence on your users.

This old, reliable, and faithful tool can ensure you get the most out of your marketing initiatives if you follow these effective email best practices.

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

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Categories B2B

16 of the Best Facebook Ad Examples That Actually Work (And Why)

On average, Facebook is home to over 3 billion daily active users — from CEOs to students to companies. And while the community is clearly there, connecting with them from a marketing standpoint isn’t always easy.

For brands, posting on Facebook alone isn’t enough anymore, especially for ones just starting out. Sure, you can invest in promotional content to drive users to your Facebook Page and website, but this requires more than an ad budget: it requires strategy.

Free Lookbook: 50 Facebook Ad Examples That We Actually Clicked

One way to get the most out of your Facebook ad strategy is to create optimized Facebook Ads targeted at the right audience. By leveraging optimized ads, you can better allocate your PPC budget and better promote your brand.

We’ll show you how to make a great ad to achieve these goals through the best Facebook ad examples and practices we’ve seen yet.

 

So, what does optimized Facebook advertising actually look like? To gain some inspiration for your next Facebook ad campaign, take a look at our list of the best Facebook ad examples from across industries.

Featured Resource: 50 Amazing Facebook Ad Examples

See these best practices in action with our collection of 50 Facebook Ad Examples from real businesses that we admire.

50 Facebook Ad Examples

1. SofaLush

Video Ad

sofalush facebook ad

Why This Ad Works

  • It’s visual: The video in the ad clearly demonstrates how the product works. Also, the video opens with a pressure cooker that seemingly “disappears” during the course of the video. This Easter egg prompted a lot of engagement in the comments, which further improved the ad’s performance.
  • It’s relevant: It’s relevant to me because I was recently looking for new couches. This product shows an alternative to replacing my couch, on the off-chance that I might want to get more mileage out of my existing couch before making a new purchase.
  • It’s valuable: The “how-to” style of the video is meant to underscore the value proposition: making your existing furniture more stylish… without a lot of hassle.
  • It has a solid call to action: The ad states that there are over 150 designs to choose from and has a button that prompts me to “shop now” and see if one of them would fit my style.

2. Lume Deodorant

Photo AdLume deoderant facebook ad example

Why This Ad Works

  • It’s visual: The vibrant, purple hues of the text, packaging, and background guide the user to the most important information on the ad like how Lume deodorant “Stops Odor BEFORE it starts.” The smiling model may showcase where you most commonly apply deodorant — your underarms — but the text makes a bold value statement that you can actually use it all over your body. This ad makes you feel better about a topic that doesn’t always feel so good — sweating — by making you feel confident in your antiperspirant protection.
  • It’s relevant: I have been recently researching skincare products to begin a new regime. With this behavior cue, Lume knows that organic deodorant is better for skin but many brands fall short of being able to block odor, and some even cause rashes. This is also aluminum-free deodorant, an increasingly desirable option amongst consumers like their target audience.
  • It’s valuable: Knowing where other organic deodorants fall short, Lume positions their brand without those drawbacks, and they do it in a clever and engaging way (the song).
  • It has a clear call to action: The end of the photo ad prompts the user to click “Get Offer” so they claim their starter pack — a hassle-free proposition for consumers new to their products and unsure of where to start.

3. Kay Jewelers

Video Ad

Facebook video ad by Kay Jewelers

This Facebook video ad from Kay Jewelers tells a quick but moving story — something Kay Jewelers is well-known for — using just a few seconds of your time. You don‘t even need the sound on in the video above to know what’s happening and the message Kay is sending.

If you‘re advertising a product with sentimental value, like Kay Jewelers, video ads are the way to go. Just be sure your video has a clear (and happy) ending — people view videos more passively on Facebook than they would on YouTube and don’t have time to interpret your ad if it’s too long or complex.

Why This Ad Works

  • It’s visual: Even though this is a video, I have a general idea of what I will be watching, thanks to the screen capture it started with. Additionally, I can understand the gist of this ad without playing with the sound on, which is important given that most users are more likely to view videos with the sound off.
  • It’s relevant: It’s relevant to me because I was recently scouring jewelry websites, specifically for necklaces like the one in the ad.
  • It’s valuable: Kay shows potential customers the value of purchasing with the help of the happy reaction from the woman receiving the gift in the ad. Plus, who doesn’t love dogs?
  • It has a solid call to action: This ad is set up to drive Page Likes, which is an easy, one-click way for me to get more relevant content served up to me.

4. Monday.com

Photo Ad

Facebook photo ad by Monday.com

Monday.com is a task-management tool that caters to multiple operating systems, both desktop, and mobile. But in the photo ad above, the company used its compatibility with Mac computers to remix its own logo in the original rainbow colors of the Apple brand.

For growing businesses like Monday.com, it‘s a smart idea to pivot off the brand awareness of household names. By filling the Monday logo with Apple’s famous rainbow color-way, the ad above captures the attention of Mac users who’d recognize those vintage rainbow stripes anywhere (and could use a new task-management tool that works on their computer).

Why This Ad Works

  • It’s visual: The rainbow colors filling the Monday logo are both eye-catching against the black background and familiar to any Mac user.
  • It’s relevant: For Mac users, and those who need to organize their tasks on a regular basis, this ad is relevant to their lifestyle in more ways than one.
  • It’s valuable: The ad calls attention to Monday‘s compatibility with Mac computers, making the product’s user experience more valuable to Mac users as a result.
  • It has a clear call to action: The “Learn More” CTA on the bottom-right of the ad is a clear invitation to find out more about this product’s usage on Apple hardware.

5. Amazon

Event Ad

Facebook event ad for litter box by Amazon

This is how an event ad from Amazon looks in the News Feed on a desktop. This ad works well on a few different levels: A sample product is clearly displayed, the ad shows an impressive (but honest) rating of that product, and you know which event Amazon is promoting right away — Black Friday.

Ecommerce companies like Amazon use event ads to boost sales at specific points during the year, and Facebook event ads make this easy. When investing in event advertising, build a list of the holidays, shows, conferences, and awareness months your business cares about. That way, you know exactly which market campaigns line up with these occurrences and when to promote them on your Facebook Business Page.

Why This Ad Works

  • It’s visual: Not only is this image larger than the right column ad display, but it also uses warm colors, white space, and directional lines, which drew my eye toward the featured product.
  • It’s relevant: As a cat mom, this offer is clearly tailored to my consumer needs.
  • It includes an enticing value prop: Amazon has advertised a self-cleaning litter box here, which is of tremendous value for any cat owner. Additionally, it shared the strong customer ratings below an image of the product. (Social proof, anyone?)
  • It has a clear call to action: Amazon instructs me to click on its ad today, after which point the deal for the litter box will presumably disappear. “Now” is strong CTA language that compels clicks.

6. NatureBox

Photo Ad

NatureBox Facebook Ad

This photo ad by NatureBox features a creative point-of-view shot that is perfect for the angle at which you‘d dive into the company’s various healthy snacks. The ad makes you imagine your next house party… I thought the peanuts spilling out onto the table was a nice touch.

In your next Facebook photo ad, play around with live-action photography and digital design in the same image. As you can see in the ad above, NatureBox was able to design a vibrant “free trial” icon right on top of an image that would’ve worked just as well on its own.

Why This Ad Works

  • It’s visual: The image shows you exactly what you’re getting, and it calls out the “free trial” CTA well.
  • It’s relevant: Everyone likes to snack. In all seriousness, the person who saw this is a fan of several lifestyle subscription companies, which is what NatureBox is.
  • It’s valuable: This ad is full of value. First, the “free trial” callout is the first thing your eyes go to when looking at the image. Second, it clearly mentions the healthy aspects of the goodies in its product.
  • It has a clear call to action: NatureBox is asking you to try its free sample. It couldn’t be easier to know your next step.

7. Winc

Retargeting Ad

Facebook retargeting ad by Winc

Here’s an example of a short and sweet (literally) retargeting ad from Winc (formerly known as Club W). This ad is displayed on the right column of Facebook specifically for users who browse wine-related content online. When your ad caters to people who you know would be interested, modeling the product the way Winc does above can be a home run for your brand.

Why This Ad Works

  • It’s visual: The visual is clear, simple, and appealing to all types of wine lovers wine-lovers.
  • It’s relevant: This came up in my wine-obsessed colleague’s News Feed. Need I say more? Two thumbs up on relevance.
  • It includes an enticing value prop: Three bottles for $19? What a steal. They also pull the viewer in with an additional value: a discount on their first order of wine.
  • It has a strong call to action: The word “get” is strong call-to-action language, and it’s used twice here. A time limit on this offer would have made it even stronger.

8. Shutterfly

Multi-Product Ad

Shutterfly mutli-product facebook ad example

Here’s an example of a multi-product ad from Shutterfly, along with the additional images that are used in the ad. Each image has a different offer, to appeal to many different demographics in one ad.

In each image, the product being promoted is consistent in the look and feel of the Shutterfly brand — this is an important quality of ads that showcase more than one item and picture.

Why This Ad Works

  • It’s visual: This series of images leans on a consistent color palette, making it feel both cohesive and on-brand. (Including delicious-looking cupcakes doesn’t hurt either.)
  • It’s relevant: The person who saw this loves taking photos of life events like graduations and creating sentimental gifts from these moments. Spot on, right?
  • It’s valuable: There is a clear value for the user, 50% off each of the products being advertised. The sale details aren’t stated and it only alludes to a fastly approaching end date but this also encourages users to click through to the website in order to find this information. This ad also has an added level of value, it is showing the many different ways people can create grad cards and gifts using Shutterfly, in ways many may not be aware of.
  • It has a clear call to action: I know I need to use this before February 17th when this deal expires, so I would be encouraged to take action right away.

9. MU Campus Dining

Reach Ad

MU Campus Dining Facebook Ad

This Facebook Reach ad from Mizzou Campus Dining promotes amenities at the University of Missouri, using two familiar logos and a marketplace that anyone on campus might recognize.

The ad copy beneath the image invites customers in “after the game” — a reference to campus life that helps Facebook users imagine when they might want to stop in for a sandwich.

Why This Ad Works

  • It’s visual: This image has college pride, a variety of salty and sweet treats, and a well-known logo to attract hungry college students.
  • It’s relevant: This ad is likely only being shown to students on campus who are in its target audience. It also mentions the sports game that was going on at the time and plays to the student’s current needs: snacks and Subway sandwiches.
  • It’s valuable: Mizzou Market is telling hungry college students that it has everything students need for the big game.
  • It has a clear call to action: This ad has the option to show directions, making it extremely easy for a college student on the go to follow the walking directions to this market.

10. Boston Sports Clubs

Offer Ad

Facebook offer ad by Boston Sports Clubs

All consumers really need to see is the boxer pictured above to know what this ad by Boston Sports Clubs (BSC) is offering. The woman in the photo even looks like she’s staring at the text to her left, getting viewers to shift their attention to the promotion right away.

This Facebook Offers Ad makes it obvious what customers would be signing up for when they click the “Sign Up” CTA button below the picture. Offer ads can easily mislead viewers into pressing their CTA just to get them to click on it, but it ultimately doesn‘t convert viewers into customers. BSC’s approach above is clear and upfront about what it’s offering throughout its conversion path.

Why This Ad Works

  • It’s visual: The featured photo uses bold colors and clear typography to draw my attention to the details of the offer, and the woman exercising gives me an idea of what I could gain from purchasing the offer.
  • It’s relevant: I recently moved to Boston and have been searching for gyms in my area online, so this ad is highly relevant to my recent Facebook and search activity.
  • It’s valuable: Paying $5 for a monthly gym membership is a great deal. Even though the price may increase in the future, the low price definitely makes me want to click.
  • It has a clear call to action: The CTA emphasizes that the discount offer is limited and should be claimed quickly using the word “hurry” and telling me when the offer expires.

11. Allbirds

Video Ad

Facebook video ad by Allbirds

This video ad by Allbirds, a shoe maker, uses simplicity and whitespace to its advantage. The video only lasts nine seconds, but Allbirds demonstrates the product in a way that catches your attention and resonates with the individual wearer.

There’s a lot of ad content on Facebook, and when Facebook users scroll through their News Feeds, that content starts to blend together. Sometimes your best chance at sticking out on Facebook is by using subtle movements and details — like Allbirds did, above. Let every other video on Facebook be quick and flashy, and yours will be a breath of fresh air to your audience.

Why This Ad Works

  • It’s visual: The video has a clear focus on a subject, and that subject is engaging in a movement that means something: These shoes are comfy. I subconsciously started wiggling my own toes as I saw this ad for the first time.
  • It’s relevant: I’m always interested in finding new shoes — I probably search or click on something related to footwear once a week. This ad feeds that interest in a unique way.
  • It’s valuable: The opening quote above the video is reason enough for me to want to learn more about why these shoes are so comfortable. Allbirds also sweetens the deal with “free shipping,” “free returns,” and a note below the video that the product is “machine washable” — all without taking the focus away from the video itself.
  • It has a clear call to action: If I want these shoes, there’s a “Shop Now” CTA button to the bottom-right of the ad, waiting for me to take a closer look at them.

12. The New York Times

Photo Ad

New York Times article Facebook photo ad example

This photo ad by The New York Times is driving traffic to a written article with an intriguing illustration. The drawing literally depicts the article’s ideal audiences — working men and women raising children. For parents who are even a little interested in understanding burnout and mental health, this image (along with the statistically backed report in the headline) clearly shows a tired mom trying to catch some rest with her children.

When publishers advertise on Facebook, they need to connect with their audience through featured images that evoke emotion — if their main product is a reading experience; the photo they choose has to complement their written content perfectly. The New York Times’ ad above is an example of photo ads done right.

Why This Ad Works

  • It’s visual: This ad is emotionally impactful — if you have not been a tired, working parent then it is you’ve seen them, and that sight can make you feel immense compassion towards them. By including a visual that makes a user care enough about the ad to read it and click through, NYT is accomplishing the goal to which every ad aspires.
  • It’s relevant: Especially, in the wake of COVID with parents simultaneously balancing work and personal life within the same space, the topic is incredibly relatable. This is an article I would personally be interested in reading, and it helps that the ad appears like a native post promoting an article in my News Feed.
  • It includes an enticing value prop: The ad states that you can find help if you recognize the signs of parental burnout, which can feel like being tossed a life jacket — especially to the parents reading the report. This social proof makes you more likely to click and read the article.
  • It has a clear call to action: This ad is dedicated to helping parents make sense of the signs and get help for their fatigue, so by encouraging parents to ”Learn More”, the call to action makes you want to click the article to finally find answers.

13. Tortuga Music Festival

Event Ad

Tidal Wave Music Festival Facebook event ad example

Successful event ads have at least two important qualities: the event‘s schedule and something to justify why people should attend. The event ad above for the Tortuga Music Festival accomplishes both of those things — it displays the date and time and the bands playing and shows you a picture of the amazing time you’ll have if you come.

Why This Ad Works

  • It’s visual. The picture alone is worth a thousand words about how much fun this concert would be. Not only is it on the beach, it was also taken on a gorgeous day and the stage looks amazing. Also, it clearly represents what to expect during the event, and it catches the eye as someone scrolls through their News Feed. (The beautiful ocean water definitely helps.)
  • It’s relevant. The person who saw this ad is a fan of Kenny Chesney and has been to his concerts before. They’re also originally from Florida, which is where this event takes place.
  • It’s valuable. Since the image was taken on a beautiful day, it looks like an ideal place to be — especially to those of us viewing it from our office desks. It also clearly tells you the cost of the ticket so you know before you click. (This is also good for the advertiser: By including the price, the ad allows users to self-select based on whether they can afford the ticket. If they can‘t afford it, they won’t click through, thus saving the advertiser money on unqualified clicks.)
  • It has a clear call to action. The CTA is clear: “Buy.” The advertisers also add urgent wording with the title “Time is running out!”, encouraging you to purchase your ticket now before it’s too late.

14. Adrianna Papell

Retargeting Ad

Adrianna Papell Facebook Ad

Last week, I started shopping around for a bridesmaid dress for an upcoming wedding I’ll be in. Today, the ad above appeared in my News Feed.

Retargeting ads enable you to get in front of those viewers who are already looking for what you‘re offering. This retargeting ad by Adrianna Papell doesn’t just show me what I‘m on the market for — it excites me about how beautiful our own wedding party pictures will look on my friend’s big day.

Why This Ad Works

  • It’s visual. The image gives me a good idea of what to expect from the designer’s website, and it definitely helps that the gowns are both unique and stunning. Talk about a showstopper.
  • It’s relevant. The ad called out that I was already shopping for bridesmaid dresses, and what’s more, I had previously looked at dresses on this exact website, so this ad is highly relevant to my search.
  • It’s valuable. The variety of dresses in the ad’s image and in the description make this website worth a visit for someone trying to find the perfect gown out of thousands of options.
  • It has a clear call to action. The CTA is “Shop Now,” which encourages me to click to purchase the beautiful dresses in the ad’s image.

15. Bustle

Boosted Post

Bustle Facebook Ad

Here‘s an example of a boosted post from Bustle, which promoted one of its articles on Facebook. Paying to “boost” a post you already posted organically to your Facebook Business Page can greatly benefit content that has mass appeal — versus a post that targets a specific segment of your audience. Bustle’s choice of a boosted post here falls into that first category.

From Amazon‘s vibrant neon sign in the photo to the high number of examples included in the article (42, to be exact), Bustle’s boosted ad is sure to pique the interest of many Amazon and Bustle followers.

Why This Ad Works

  • It’s visual: Lots of people are familiar with the Amazon Prime logo, but not in neon lights in a window display. It made me do a double-take while scrolling through Facebook.
  • It’s relevant: As we’ve already learned from the earlier examples, I like shopping on Amazon and also read Bustle, so this article is a combination of those two behaviors.
  • It’s valuable: “Brilliant” is a strong adjective to describe products, which makes me curious to learn more about purchasing them.
  • It has a clear call to action: The ad entices me with information about useful and “brilliant” gadgets I can get delivered to my door within two days, which I’m happy to click to learn more about.

16. La Colombe Coffee Roasters

Offer Ad

facebook ad example: la colombe coffee roasters

This ad from La Colombe Coffee Roasters is promoting its canned Oatmilk Salted Caramel Latte with a 20% off discount. It emphasizes that the drink has all the same flavor and creaminess of a regular latte — without the dairy.

Offer ads can be a highly effective way for businesses to attract new customers, drive conversions, and generate buzz around special deals. By leveraging Facebook’s ad targeting capabilities, La Colombe is able to present their discounted offer to customers directly on their feeds.

Why This Ad Works

  • It’s visual: The vibrant colors in the photo instantly caught my eye as I was scrolling through my Facebook feed. Plus, the offer is highlighted in bright red, making it stand out in the image.
  • It’s relevant: I’m an avid coffee drinker and I had been searching for canned coffee brands earlier in the day.
  • It’s valuable: The ad offers a 20% off discount code on the first purchase, which gives me more incentive to try out the product.

It has a clear call to action: The CTA “Shop Now” invites me to find a new canned coffee that I can use the discount on.

Facebook ads can be a great way to reach out to potential customers, but it’s important to make sure yours stands out from the rest. Creating a great ad is all about understanding your audience and what they want to see, these insights will show you how to leverage Facebook ads so that they work for you.

To invest in Facebook Ads effectively, you first need to know who your ads are directed toward. When creating a new ad on Facebook, you can create a new audience that includes many customizable characteristics. Among them are:

  • Location.
  • Age.
  • Sex.
  • Languages spoken.
  • Interests and behaviors.
  • Their connections to your other business-related pages on Facebook.

You can also create what’s called a Lookalike Audience, which permits Facebook to create an audience for you that best resembles a particular “source.” This source can include some or all the information listed above.

Facebook Ad Formats

After you define the audience you want your ads to reach, it’s time to choose the Facebook Ad format you think they’ll find most engaging from these eight options:

Format 1: Photo Ad

Photo Ads are still images that can help to promote a product or event you want to specifically call attention to. If you have a special promotion going on, for example, this ad format puts a crisp snapshot of your product or venue at the center of your ad.

For ads shown in a Facebook News Feed, the recommended image resolution is at least 1080 x 1080.

Format 2: Video Ad

Video Ads have a GIF or video as the centerpiece of the advertisement and can be used to demonstrate a product or event. Video Ads help you form deeper connections with your audience by aligning your brand with a type of content online users are quickly consuming more of (nearly 80% of all data consumed on mobile devices will be in video form by 2021, according to a Facebook study).

There are six types of video ads you can invest in on Facebook:

  • Short Videos and GIFs
  • Vertical Videos
  • Instagram Stories
  • Video Carousels
  • Video Collections
  • In-stream Videos

Format 3: Stories Ad

Stories Ads are a part of Facebook Stories, one of the newest content types rolled out by Facebook that allows users to post temporary clips and images of their day for their friends to see. This type of ad is fitted to the dimensions of a mobile device and can be played on both mobile and desktop.

As users browse their friends‘ Stories, these ads can appear in the same format inside a stream of Stories. For this reason, it’s best to create Stories Ads that reflect the same candid and entertaining look and feel that people see from their friends. Stories Ads can be placed on Facebook, Messenger, and Instagram.

Format 4: Messenger Ad

A Messenger Ad appears as a direct message in a user‘s message list when they’re inside Facebook’s Messenger app. These ads allow you to interact with your audience, showing them offers you think they would like, and listening to their responses to better tailor your next message to their interests.

Let‘s say your ad’s first message is “What product might you be interested in?” The user can then select from three different responses, triggering your ad to produce a more specific product offer directly in the message thread.

Format 5: Carousel Ad

Carousel Ads contain a series of images or videos that users can rotate through, all of them helping to describe a single product, service, or event the ad is promoting. Each Carousel Ad can contain up to 10 images or videos at a time and link to their own individual web pages. Because these ads carry so much media, according to Facebook, they’re ideal for:

  • Endorsing multiple products.
  • Promoting multiple features of the same product.
  • Telling a story or sequence of events that unfold over the course of multiple pictures or videos.
  • Explaining a process to potential customers.

Format 6: Slideshow Ad

Similar to Carousel Ads, explained above, Slideshow Ads segment your ad into individual images that users view one after another. The difference between these two ad formats is that Slideshow Ads only play images (not videos), and the ad compiles these images into a slideshow that plays automatically in the form of a video. According to Facebook, Carousel Ads are ideal for:

  • Creating a video-like experience for users quickly and with a small budget.
  • Advertisers who want to choose from a library of pre-created images and music (a unique perk of Facebook’s Slideshow Ad).
  • Simplifying an otherwise complicated concept or process for potential customers.
  • Reaching people who have slower internet connections (Slideshow Ads use five times less data than video ads on Facebook).

Format 7: Collection Ad

A Collection Ad allows advertisers to bring the buying process directly into Facebook, so potential customers can move from “discovery” to “purchase” more easily when they see a product they like. This ad format features a central image or video promoting a product, with a collection of four smaller images below it that viewers can click on to learn more about the product. There are four types of Collection Ads you can invest in:

  • Instant Storefront: This ad is ideal for displaying multiple products as part of the same ad campaign, and driving traffic to each product’s respective product page.
  • Instant Lookbook: This ad is ideal for demonstrating or modeling a product in various contexts for your audience.
  • Instant Customer Acquisition: This ad is ideal for driving traffic to, and prompting them to take a specific action on, a product’s landing page.
  • Instant Storytelling: This ad is ideal for telling a story about your brand or helping your audience learn more about the business.

Format 8: Playables

Playables cater specifically to app developers. This ad format allows your audience to watch, preview, and even play an abbreviated version of your new app directly from inside the ad.

So let’s take a look at the different ad placements that you can use to best position your brand promotion.

Facebook Ad Placements

After customizing your ad’s audience, you need to consider how the ad will look on both desktop and mobile. This ensures you design your ad for easy viewing no matter where it appears on Facebook. Here are three different places you can see your Facebook Ads show up:

Placement 1: Right Column

facebook ad: Right Column Facebook Placement

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This type of ad is the most traditional on Facebook, it appears on the right side of a user’s Facebook News Feed. This is the first type of advertising Facebook had, and it still exists today.

Although ads in the News Feed are likely to get higher engagement metrics due to its native advertising features, right column ads shouldn’t be forgotten. We often see less expensive clicks and conversions when using these ads. In order for a right column ad to be successful, it needs to be relevant, have a value proposition, a good visual, and have a call to action.

Placement 2: Desktop News Feed

facebook ad: desktop news feed placement

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This type of ad appears directly in a user’s News Feed when they access Facebook on a desktop computer, and it looks more like native advertising. In our experience, these ads have a higher engagement rate than right column ads, but they can also be more expensive. These ads must follow organic Facebook posts’ best practices and be both engaging and visual.

Placement 3: Mobile News Feed

facebook ad: Mobile Facebook Ad Placement

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Like the desktop News Feed ad, this type of ad appears in the user’s mobile News Feed and displays like an organic post from the people and Pages they follow.

Pro tip: When picking your ad placements, think about the best position to showcase the Facebook ad format you choose, as well as, the ad template you use to add color to your marketing vision.

Facebook Ad Templates

Facebook Ads can be used to accomplish a number of different goals for your business. Here are a few real ads that you can use as templates of inspiration when creating an ad that targets the same goal:

Video Product Demo Facebook Ad Template

Facebook ad template for video

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Video ads appear fairly large in the user’s News Feed and offer more engaging content than static posts. And with 100 million hours of video being watched on Facebook every day, it serves as an interesting — and potentially profitable — ad type for marketers to try out.

How can you create your own video ad? First, understand Facebook video ad requirements including length and video size. We suggest keeping your video as short as possible, even though Facebook allows you to upload a much larger video. Create a video that displays your product or service, and upload it directly to the Facebook ads manager by following these instructions.

Photo Model Ad Template

Facebook ad template for photo

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Another type of rich media advertising on Facebook is a post of an image. This is one of the most popular types of ads ever since Facebook began favoring visual content. The optimal size for News Feed photo ads is at least 1080 x 1080 pixels, otherwise, your image will get cropped. Adjust your image based on the target audience’s needs and by what will appeal to them the most.

Multi-product Ad Template

Facebook ad template for multi-product

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Multi-product ads allow advertisers to showcase multiple products within one ad. Viewers can scroll through the images and click on individual links to each product. You can promote multiple of anything, not just products — like different blog posts, ebooks, or webinars. These ads can be created in Facebook Ads Manager.

Reach Ad Template

Facebook ad template for reach ad and local awareness

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Reach ads on Facebook are designed to grow your local awareness. They only work if your business has a physical location to which you’re trying to drive real foot traffic. If you fall into this category, locally targeted Facebook ads might be a great fit for you, as you can hyper-target on Facebook down to the mile.

If your business has an offer or event going on at your store, set up a few Facebook Reach ads that appear only to people within a short distance of your store. Have these ads appear a few days prior to the event and on mobile devices while the event is happening. You may want to reach some people the day of the event who happen to be in the area and check their Facebook accounts on their smartphones.

Special Offer Ad Template

Facebook ad template for offer

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An offer ad is a form of Facebook advertising wherein a business can promote a discount on a product or service that can be redeemed on Facebook. The benefit of this? It eliminates one step in the buyer’s journey, which ultimately increases sales.

The offer ad has many benefits. First, it drives the user directly to the offer. The user claims it directly on Facebook, removing any added friction of needing to go to your website for the offer. You also can reach any type of audience that you want, as all the Facebook targeting options are possible.

Finally, you can include all the information needed for the user to decide if they want it or not, including the time period it is usable, the number of people who have already claimed it, and the exact amount the offer is. This will eliminate any unqualified clicks, which cost you money.

Event Ad Template

Facebook ad template for event

Event ads promote a specific event. The CTA on these ads usually sends users directly to the ticket purchase page, wherever that happens to be hosted.

Using this type of ad will help drive a targeted group of people to attend your event. These will show up in the News Feed of the specific audience you’ve chosen. Events are a big part of most businesses, but getting people to attend even a small event can be tricky. Promoting your event to a targeted specific audience on Facebook can help drive the right kind of attendees.

A good ad in this format will clearly show the benefit of attending the event: the price, dates, and a clear CTA to purchase a ticket.

Boosted Ad Template

Facebook ad template for boosted post

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A boosted post is an organic Facebook post that was originally on the homepage of a company’s Facebook, and that later was boosted with advertising money.

This is different from the above ads because it’s not created in the Facebook Ads Manager. You can include more in the description, as there is no limit to word count on boosted posts like there is in ads. You can also have a link in the copy.

The cons? Boosted posts leave you fewer options for bidding, targeting, and pricing. You also cannot run any types of A/B tests because you‘re promoting a post that has already been created; you’re not creating one from scratch.

Retargeting Ad Template

A retargeting ad promotes an ad to a specific list of previously identified people. Have you ever seen ads follow you across the internet after visiting a certain website? Then you’ve seen a retargeting ad.

Facebook has the same capability. An advertiser can advertise to a list of leads or customers by uploading a list of email addresses it already has into Ads Manager to make a custom audience. A good retargeting ad acknowledges that the brand knows you‘re already interested in its product. (Because let’s face it… retargeting can be a little creepy.)

Now that we‘ve covered the best ad examples, main formats, placement possibilities, and standard templates, let’s dig into ad best practices that help optimize your Facebook campaign.

The key to making great Facebook ads is about understanding your audience and what they want to see. By creating a promotion that is relevant and attention-grabbing to your target audience, you’re more likely to see a return on your investment.

Despite all of the advantages that Facebook offers advertisers, seeing success with Facebook ads ultimately comes down to your strategy and how well you implement it.

1. Target your ads to a specific audience.

Audience quality is more important than size because, with Facebook advertising, the goal is engagement and/or conversions. Casting a wide net to individuals who are not your target audience will tank your relevance scores and give you bad data to work from.

The good news is that Facebook’s targeting capabilities are more robust than any other platform, including demographics, interests, location, and even behavior. That means you can get far more specific on who you want to see your ads.

For example, you don’t have to settle for “women between ages 25 and 45” when you can target “women between ages 25 and 45 who like reading and whose favorite author is Suzanne Collins.”

By getting granular, you end up excluding users who are not your target market, showing ads to only those who will find it most relevant and who are most likely to convert.

2. Make your ads relevant to your audience.

Relevance is critical for success when using Facebook advertising. Remember, you are spending money when someone views or clicks on your ad (depending on the settings you use). If you‘re showing ads that aren’t relevant to your target audience, you’re wasting your time and money and will likely not see success with any advertising.

Facebook determines ad relevance through its ad relevance diagnostics (formerly ad relevance score). Several factors are evaluated to determine the relevance of your ad, including feedback from users (such as ad hides or negative feedback), engagement (such as clicks, likes, or shares), and predicted positive actions (such as conversions or video views).

Additionally, Facebook provides diagnostics for three specific dimensions: quality ranking, engagement rate ranking, and conversion rate ranking. Ultimately, the more relevant your ad is, the more favorably Facebook will treat them.

3. Include a visual element.

Visual content is not only treated more favorably in the Facebook algorithm, but it’s also more likely to be shared and remembered than written content. The lesson for Facebook marketers? No matter what type of ad you create, your image needs to be visually appealing.

Check out this blog post for a detailed guide to image sizes for various ad units on Facebook along with some tips on posting visual content.

4. Align your ads’ visuals and copy.

Let‘s say you’re running an ad for astrological jewelry. You’re targeting people who like astrology and whose birthday is coming up.

You could use a generic “buy a bracelet with your astrology sign” copy paired with an image/video of all the jewelry.

A better strategy, however, would be to target those whose birthdays are coming up and create a more specific ad targeting that astrological sign (e.g. “All you Geminis out there will love this” paired with a video of a specific Gemini product).

Aligning copy and visuals in a way that‘s relevant to the targeted audience provides a feeling of personalization which increases the likelihood of engagement and/or conversion. You’ll also see better ad performance due to higher relevance scores.

5. Include an enticing value proposition.

A value proposition tells the reader why they should click on your ad to learn more about your product. How is your product or service different from any other? Why should the viewer click on your ad to see your website?

Your value proposition should be believable. For example, saying you have the greatest sandwiches in the world will not make people come to your business’s Page, but maybe offering 20% off will. Or, perhaps adding social proof will help — something like, “Sandwiches loved by over one million people every year! Come try yours today and get 20% off your order with this coupon.”

6. Have a clear call to action.

A beautiful and relevant ad is great, but without a CTA, your viewer might not know what to do next. Add a CTA like “Buy now and save X%,” or “Offer ends soon” and add a sense of urgency to your viewer. Your CTA should encourage people to click on your ad now.

7. Test different ad formats.

Experimenting with various ad formats in your Facebook ads allows you to optimize your campaigns by identifying the most effective formats for your audience, objectives, and budget. It can also help you increase engagement, improve creative effectiveness, and maximize the impact of your advertising efforts.

You can test different ad formats by creating multiple ad sets within your Ads Manager account. Just make sure to keep other variables, such as targeting, audience, or placement, consistent across the ad sets you’re testing.

8. Continually monitor ad performance.

Review the performance of your ads regularly and optimize them based on key metrics such as click-through rates (CTR), conversion rates, engagement, or return on ad spend (ROAS). This enables you to gain valuable audience insights, prevent ad fatigue, make real-time adjustments, and drive long-term campaign success.

Use Facebook’s Ads Manager or other analytics tools to monitor the performance of your ads. Review metrics and assess how each ad is performing relative to your objectives.

Pay attention to trends, patterns, and deviations from expected results. Keep an eye for underperforming ads so you can prioritize them for optimization.

Based on what you find in your analysis, take specific actions to improve the performance of your ads. This could involve making adjustments to ad creative, testing different headlines, refining targeting parameters, or modifying your bidding strategy. Experiment with different optimization strategies to see what works best.

Facebook Ad Resources

Engage Your Target Audience with Ads That Make an Impact

The first step to reaching potential customers or retargeting your customers to bolster brand loyalty is by visually and expertly promoting your products and services where they can see them: on their Facebook News Feed. So draw inspiration from our list of the best Facebook ads we’ve seen to keep your promotions relevant to your target and visually impactful as you test different ad formats.

Editor’s note: This post was originally published in May 2020 and has been updated for comprehensiveness in June 2022.

FB Ad Examples