Connecting with potential customers is critical to boost interest in your website and drive sales conversions.

But this is often easier said than done — while many site owners understand the value of compelling content, creating copy that resonates with visitors is more complicated than it appears.

Here’s why: Gone are the days of keyword-stuffed content designed only to drive up SEO values. When it comes to successful website marketing and sales campaigns, action is the driving force.

But with the typical consumer now owning and using at least three digital devices on average, the amount of time content has to make an impact is diminishing quickly.

To both boost up-front engagement and encourage immediate action, many businesses are leveraging a new approach: Direct response copywriting.

In this piece, we’ll dive into direct response copywriting details, offer some actionable examples and provide six tips to help boost the benefits of direct response copywriting.

What is direct response copywriting?

Direct response copywriting is all about right now. It’s about inspiring consumers to action the moment they’re done reading your copy.

As a result, successful direct response content creators are highly valued (and well-paid) professionals since they’re able to generate significant return on investment (ROI) for organizations.

They accomplish this aim by combining a deep understanding of target markets with substantial writing skills to create copy that evokes emotional or logical responses from readers.

From understanding key pain points to highlighting immediate needs or offering specific solutions, direct response copywriting done right delivers familiarity and personalization combined with market knowledge and authority to create a sense of trust.

While your specific aim may vary, direct response copywriting typically focuses on actions such as:

• Purchasing an item or service
• Signing up for email newsletters or product updates
• Downloading free resources such as e-guides or whitepapers
• Following brands on social media sites

Metrics are critical to ensure direct copywriting is having the desired effect. These may include total sales volumes, new email list sign-ups, the number of times resources are downloaded, or the uptick in total followers on social sites like Facebook, Instagram, or Twitter.

When it comes to creating direct response copywriting, businesses have two options: in-house or outsourced.

While in-house content creation may offer up-front cost savings, the highly targeted nature of direct deliverables comes with a steep learning curve — initial efforts may not have the intended effect if they’re too generalized or fail to strike the right balance between authority and accessibility.

Alternatively, while best-of-breed direct response copywriting services aren’t cheap, they can often deliver ROI between 5X and 10X their initial cost.

Direct Response Copywriting Examples

So what does direct response copywriting look like in practice? Let’s break down a few examples.

1. Fizzle

This banner is from Fizzle, which provides resources for entrepreneurs. It speaks to the fundamental nature of these self-starter businesses: Earning a living that isn’t tied to traditional corporate or retail frameworks and that brings a sense of personal satisfaction.

The copy is short, targeted, and to-the-point and encourages immediate action to click-through and see what the company has to offer.

2. Dropbox

File service Dropbox has made significant enterprise in-roads by offering streamlined and secure collaboration.

Here, their direct response copy makes their value proposition abundantly clear: Users can collaborate on anything, anytime, anywhere. It speaks to the pain points experienced by main companies trying to find collaborative common ground and offers Dropbox as the simplest solution.

3. MailChimp

This direct response copy is from automation platform MailChimp. It offers four key benefits laid out in an easy-to-read format, along with more in-depth details and links below.

For companies looking to improve customer connections, boost brand impact, or get more from their data, MailChimp’s copy makes it clear they can help — and makes it easy for companies to take the first step.

Six Direct Response Copywriting Tips

Here’s the hard truth: With customers now inundated by online advertisements across multiple platforms and devices, it’s hard for content to stand out. As a result, companies need direct response copywriting that is immediately engaging and compelling — and that’s no easy task.

Here are six direct response copywriting tips to boost your in-house efforts or help you evaluate the potential copy providers.

1. Know your market.

Understanding your target audience is key for any copywriting, but it’s fundamental for direct response efforts.

For content to compel action, readers need to feel like copywriters “get” them — that they understand their specific pain points, and can offer immediately applicable solutions.

This is by far the most labor-intensive step of the process, but is well worth the effort.

2. Start strong.

The first thing prospective customers see when they look at your copy? The headline. If it doesn’t grab attention, chances are prospective purchasers won’t read the rest of your content and you won’t compel action. Headlines should reference the reader directly with “you” statements or questions — done well, headlines can stand on their own as effective actionable content.

Worth noting? If a great headline doesn’t present itself immediately, try writing the rest of the copy first, since this may help you find the best first-line fit. It’s also a good idea to walk away from your content for a few days after you’re done — if it doesn’t have the same impact when you look again, consider making changes.

3. Apply AIDCA were possible.

AIDCA stands for “attention, interest, conviction, desire and action.” Ideally, you want all five in your copy. Start with an attention-grabbing headline, then drive interest with a compelling product or service hook.

If you’re creating longer-form copy, conviction can take the form of a customer testimonial or review, but this isn’t necessary for quick-hitter content.

Desire speaks to your value proposition — why would customers want your product or service? Action is your goal; make it clear what you’re looking for and provide direct links.

4. Ask for action.

While your direct response copywriting content should always end with a call-to-action (CTA), it’s also a good idea to reinforce this idea two or three times throughout your content.

Best bet? Always start and end with a call-to-action and include another actionable mention in the middle of longer copy.

5. Prioritize the second person.

Effective direct response copywriting centers on the consumer, not the company. As a result, businesses are best-served by prioritizing the second person with “you” statements and questions that speak to readers directly.

While “I” and “we” statements might offer great insight about your company, its processes or its current accolades, these first-person pronouns won’t encourage action. 

Simply put? “You” is the fastest way to “yes”.

6. Write fast, edit hard.

Overthinking direct response copywriting can slow the process and hamper overall effectiveness. Why? Because this action-driven framework demands a unique combination of instinct and information to create compelling content.

Instead, companies should take a write fast, edit hard approach: Draft content quickly to establish key themes and pinpoint critical outcomes, then edit ruthlessly to eliminate extraneous words. Direct response copywriting isn’t about literary loquaciousness — it’s about crisp, clear, compelling content that connects with your target audience.

And … Action!

The ultimate goal of direct response copywriting? Connecting with your audience to drive immediate action. It’s no easy task — but by knowing your market, starting strong, applying AIDCA, asking for action, prioritizing the second person, and editing with intention it’s possible to create content that delivers reliable consumer response on-demand.

Have a website? Then you’ve likely heard about search engine optimization (SEO) — the process of making your site easier to find, crawl, and rank for search engines.

The better your SEO, the higher your website ends up on search engine ranking pages (SERPs) — as a result, the greater the chance of your site being noticed by potential customers.

And with 68% of all website traffic coming from organic and paid searches — rather than through social media shares and other marketing channels — the right SEO strategy is critical.

Many SEO techniques are straightforward: Don’t keyword stuff. Keep your content relevant. Improve your website’s user experience (UX) by cutting complexity and boosting speed. But other metrics also matter.

Case in point? Redirect chains. These interconnected Internet issues cause problems for search engine spiders, frustration for users, and potential problems for your page ranking.

But what exactly is a redirect chain? Why is it potentially problematic? And how do you find and remove these unintentional website course corrections? Here’s what you need to know.

Learn about what web optimization is and how to do it with this free course. 

What is a redirect chain?

A redirect chain occurs when there’s more than one redirect between the initial link users click on and the eventual destination page.

There are two common types of redirects: 301 and 302.

301 redirects happen when the destination page permanently links to a new URL and 302 redirects point to temporary pages while new content is created or websites are built. From an SEO perspective, both are treated the same.

Consider a backlink from a reputable site that leads to a page on your site, which we’ll call URL A. If users click on the link and are taken directly to URL A, it’s considered to be a single 301 redirect. Perfect.

But what happens if the content on URL A needs a refresh? You update the content with URL B, then set URL A to redirect users to the new page. This causes a redirect chain — your backlink leads to URL A which redirects to URL B. Add new pages and the chain gets longer and longer, and longer…

Two Reasons for Redirects

In most cases, redirect chains are unintentional, and they typically happen for one of two reasons:

1. Content Updates

Since changing backlinks on other sides isn’t easy — you’d need to get in contact with the site owner, ask them to amend the link, and hope they have the time to do so — it’s often quicker to simply redirect the initial backlink to a new URL. As websites grow and content changes, however, the number of steps between the initial click and eventual destination can increase dramatically.

2. URL Specifics

Redirect chains also occur when businesses rapidly scale up their website and small issues with URL specifics turn into larger redirect problems. For instance, consider the URL:

https://ift.tt/2WKCFWZ

Since it lacks the https now expected for secure website browsing, you update the URL to:

https://ift.tt/2WIexnQ

This creates a redirect, but there’s another issue — no trailing slash after “products”. So what happens? You amend the URL again:

https://ift.tt/3mNxRuz

The result? You’ve gone from one to three redirects with only minor changes. Combined with new content generation and applied to your site at scale, it’s easy to see how redirects can quickly get out of hand.

The Negative SEO Impact of Redirect Chains

What’s the big problem with redirect chains, anyway? Since the links point users and search engine crawlers in the right direction, what does it matter if it takes a few extra steps?

As is turns out, large redirect chains can significantly impact your spot in SERPs for three reasons:

1. Link Juice Loss

The “boost” your site gets from reputable backlinks is often called “link juice” — the more juice you get, the better for your search rankings.

With just one redirect from a backlink to your site, you get 100% of the juice. Add another 301 redirect and you’re getting (on average) about 85% of the link juice. Add another and you get 85% of 85%, or just over 72%. The more links, the less juice.

2. Reduced Site Performance

It makes sense: The longer the chain, the more time it takes your destination page to load as browsers work their way through link after link. And with site performance now a critical factor in boosting SEO, more redirects mean lower rankings for your page.

3. Crawling Concerns

Search engine bots will only crawl so much before giving up. Called their “crawl budget”, most smaller websites don’t need to worry about search spiders spending their entire budget before reaching the end of the site — unless redirects start to ramp up.

The bigger and more numerous your redirect chains, the longer it takes for search engines to reach the end. Eventually, they’ll just stop looking.

Also worth mentioning are redirect loops. Here, initial links lead to URL A, then URL B and the URL C, and then back to URL A — causing a loop. Eventually, browsers stop redirecting and users end up with no content. Not surprisingly, your SEO suffers.

How to Find Redirect Chains

While you could go through your site manually and evaluate every page, every link, and every redirect, this is both time and resource-intensive — especially if you’re in the middle of site expansion or rolling out a new content strategy.

Best bet? Use online redirect checker tools to determine where your links are working as intended and where they create potentially problematic chains. Some popular solutions include:

1. Redirect-checker.org

Simply type in your http:// or https:// URL to discover any 301 or 302 redirects for a specific page. This free tool is great if you’re only worried about specific URLs but isn’t ideal for checking your entire site.

2. Sitebulb

Sitebulb delivers a host of reports that evaluate how crawl-friendly your site is, where redirect issues exist, and how links are distributed across your site. Sitebulb offers a 14-day free trial followed by a monthly subscription model.

3. Screaming Frog

The SEO Spider from Screaming Frog lets you find broken links, audit link redirects, and discover duplicate content. SEO Spider comes in both free and paid versions — the biggest difference is that the free version will only crawl 500 URLs while the paid version offers unlimited redirect reports.

4. DeepCrawl

DeepCrawl bills itself as the “world’s best website crawler” and offers three plans: Light, Light Plus, and Enterprise. The Light plan is designed for one project and 10,000 URLs per month, while Light Plus offers 40,000 URLs, and Enterprise comes with unlimited redirect reconnaissance.

How to Remove a Redirect Chain

Once you’ve found redirect chains, removing them is straightforward — simply change the redirect link of the first destination page to the final URL rather than pointing it toward another redirect.

In practice, this means changing the redirect of URL A, in our example above, to URL C rather than URL B — in turn, skipping the middle step and ensuring your site doesn’t lose any link juice or SEO ranking. If URL B is still backlinked by other sites, you can leave its redirect to URL C intact. If it only exists as a bridge between the older URL A and the newer URL C, it’s worth removing redirects entirely and deleting or archiving the page.

Remember — every 301 redirect after the initial jump costs your site approximately 15% of potential link juice. Fill your SERP cup by cutting down redirects wherever possible.

How to Prevent Redirect Chains

To prevent redirect chains from building up over time, it’s worth regularly checking your site with redirect tools like those mentioned above. It’s also a good idea to keep a record of new URLs as they’re created — either by using a shared spreadsheet or by leveraging automated tools for this purpose — to help ensure that new URLs are connected to the first 301 redirect rather than those further down the chain.

Breaking Bad (Chains)

Although it’s not possible to entirely avoid redirect chains from backlinks and other dofollow sources, SEO starts to suffer the longer these chains become. Best bet? Use robust redirect tools to find long-tail chains, break them into smaller pieces wherever possible, and develop URL management frameworks to reduce redirect risks.

You already know how important social media is to increase brand awareness, generate more leads, and ultimately score more conversions.

The world is on social media — 50% of it, at least — so if you want your product, service, and mission to reach the maximum amount of people, your business needs to be on social media, too.

However, social media can be extremely time-consuming. It also spans so many diverse tasks, ranging from data-based activities like tracking analytics, to creative jobs such as designing graphics.

It can be difficult to find the skills and manpower needed to execute a good social media strategy — which is why you need social media tools to help you out.

Below, we’ll cover the top social media tools you should be using in 2021 to help you save time and increase conversions.

What makes for a good social media tool?

Although the term “social media tool” is very general and can apply to a wide range of services, there are a few key features that your top social media tools should have.

It saves you time.

The goal of a social media tool is to save you time while getting similar — or better — results than you could without it. Look for social media tools that automate a process, but make sure the process still happens correctly, since some shortcuts might be too fast and therefore won’t focus on quality.

It helps you increase brand awareness.

One of the biggest benefits of social media is its ability to increase your brand awareness, which is why each social media tool you select should perform its services with brand awareness in mind.

Maybe your tool of choice is an editing platform such as Lightroom, which can help you create images to match the rest of your feed. Or, maybe it’s an Instagram scheduler like Later so you can preview your profile before you post images. Whatever the case may be, social media tools should focus largely on brand awareness.

It’s easy to use.

Social media tools are only a time-saver if they’re easy and intuitive. Each tool you select should be super user-friendly so that, if needed, your accounting team could edit photos and your creative, right-brained writers could still use the analytics function to track daily social metrics.

Many social media tools provide tutorials on their websites. Others, such as Kicksta, have top-notch customer service so you can get immediate expert advice if you need help getting off the ground.

It’s affordable.

Social media tools should be affordable (and most of them are). Many high-quality social media tools are even free, such as the Unfold app, which is perfect for creating Instagram stories.

With social media tools, there’s no need for you to go back and forth with the accounting department trying to get your budget approved. Most social media tools are already budget-friendly so all you need to do is sign up.

It keeps you organized.

One of the ways social media tools save you time is by keeping you organized, so make sure the social media tools you decide to use are efficient and tidy.

For example, HubSpot’s Social Inbox tool helps you prioritize your social media interactions, and graphic design website Canva saves your designs so you can go back and edit them later.

1. HubSpot’s Social Inbox Tool

Price: Starts at $800/month, included in the Marketing Hub Professional tier

HubSpot’s Social Inbox tool saves you valuable time while still optimizing your social efforts. Schedule your posts, integrate your social networks with your blog, and monitor messages and mentions so you can nurture new leads.

HubSpot also integrates all of your marketing with your CRM, so it’s easy to figure out how many leads and customers you’re receiving directly from social media. “HubSpot Marketing Hub … puts the potential of corporate marketing within everyone’s reach,” one customer says.

2. Kicksta

Price: Starts at $49/month for individual creatives

Kicksta is an Instagram growth service that helps you get more organic followers on your Instagram business account. Using your company account, the growth service “likes” around 30,000 photos a month on carefully-targeted accounts. Those users — real people, not spam bots or fake accounts — will begin to follow your account, increasing your brand awareness.

Kicksta is a good fit for any industry and provides a friendly, responsive, and helpful customer success team. “Kicksta helps introduce new audiences to our brand while providing consistent organic Instagram growth,” says Ryan Beltran, CEO of watch company Original Grain. “It’s great for social proof too!”

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3. Lightroom

Price: Starts at $9.99/month

Adobe’s Lightroom product is a tool that lets you organize and edit photos. Since social media is all about visuals, it’s critical your business’s social media accounts showcase vibrant, on-brand photos.

Sliders, filters, and many other features make Lightroom a user-friendly tool to create beautiful photos even if you don’t have much editing experience. Lightroom is available for both mobile and desktop, and best of all, changes made on one device immediately apply to all devices.

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4. Canva

Price: Free, or starts at $9.95/month

Canva is an easy-to-use graphic design website where you can create custom, on-brand graphics for your company’s social media accounts. The website has dozens of templates — everything from Facebook banners to Instagram stories to Twitter posts — so if starting from scratch to create social graphics seems intimidating, use a template instead.

One user said, “Canva has been a lifesaver to me and my business. No more hours sitting in front of the computer coming up with graphics for social media post[s] or Pinterest post[s].”

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5. Unfold

Price: Free

Described as “a toolkit for storytellers”, Unfold is an iOS and Android app that helps you create beautiful templates for Instagram stories. Bringing your creative visions to life is the driving idea behind Unfold.

It’s an ideal app for lifestyle brands who want to create stylish collages to keep their social media accounts on-brand and receive the maximum amount of engagement from followers.

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6. HypeAuditor

Price: Starts at $200/month for 50 reports

You’ll never earn money from fake followers — they just make your engagement look bad (think millions of followers, but only a few hundred likes per photo) and ruin your reputation. That’s why HypeAuditor weeds out fake followers on your Instagram account to help you determine your organic reach.

Additionally, HypeAuditor analyzes your audience to figure out where they live, their age and gender, and which of your followers are ghosts.

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7. Retouchup

Price: Starts at $0.25 per image

The website Retouchup provides an easy way to edit photos for social media, from basic color correction to more advanced Photoshop-like features such as adding or removing people from a photo. With Retouchup, you don’t do the work yourself — instead, just submit a photo and the website’s experts will edit the photo for you within 24 hours.

“You’re making me look like an awesome photographer!” one user gushed. Retouchup can save you time during the editing stage, and make your images appear higher-quality and more compelling.

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8. Marketing Video Builder

Price: Free, or starts at $33/month.

Marketing Video Builder by Animoto helps you make professional-tier videos to engage with audiences. Videos can be created in minutes using the online video editor. The best part about the tool is that you don’t even need editing experience to get started.

You can increase brand awareness by making videos for your company, and share them across social channels to grow your audience. Additionally, if you’re a HubSpot customer, you can integrate that account with your Animoto account.

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When you create videos, you can use a pre-built storyboard template curated by either Animoto or HubSpot. Alternatively, you can make a video from scratch. When you’re done, you can export the video to your HubSpot file manager with one click and manage it from there.

Animoto also integrates with Getty Images, Facebook, YouTube, Twitter, and LinkedIn, so you can have video tools for a good portion of social media platforms all in one place.

In addition to the HubSpot Social Inbox Tool, which is helpful while planning and executing campaigns, these social media campaign tools are also helpful to add to your tool belt.

1. Falcon

Price: $129/mo.

Falcon is a social media management platform that allows you to create posts for social networks on a collaborative content calendar.

It integrates with HubSpot, Microsoft, and Salesforce to help users streamline marketing tasks among teams. For a visual to see how Falcon integrates with other software, refer to the photo below:

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HubSpot customers can use this integration to create audience segments. These segmentations will help you target your customers with social media posts, making sure your content is being seen by the right people. Any changes you make within HubSpot will automatically transfer to Falcon, so you don’t have to worry about manually updating content.

2. Quuu

Price: Free, or starts at $19/month.

Quuu is a platform that helps its users execute visually stunning social media content. It automates the time-consuming process of properly creating professional, engaging multimedia assets for campaigns.

When using Quuu, you can choose from over 500 interest categories, like marketing or real estate, and receive content suggestions based on those choices. You’ll receive a certain amount of content suggestions per day per profile based on your settings, ensuring you’ll always have relevant posts for your audience.

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If you’re a HubSpot customer, you can integrate the two platforms. Quuu finds the best content for your social profiles, and HubSpot lets you control those suggestions. You can go to your draft folder via HubSpot and pick which content you want to upload if your Quuu account isn’t automated, which you can change.

Quuu looks for content so you don’t have to. The tool also integrates with Buffer, Hootsuite, and Socialbee.

3. Later

Price: Free, or starts at $7.50/month

Social media marketing platform Later lets you plan and schedule your Instagram, Twitter, Facebook, and Pinterest posts. The drag-and-drop calendar makes it easy for you to map out your upcoming posts and see at a glance how your feed will look.

You can also track your analytics, which will help you figure out the best time of day to post, and the best hashtags to use. Additionally, the Linkin.Bio feature for Instagram helps your posts become instantly shoppable.

“I love that you can either use it via the website or app on-the-go,” one user remarks. “It is one of those apps that I could not live without … Later is [a] super easy tool to set up.”

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There are numerous choices out there for high-quality social media tools. Ultimately, it’s your job to decide which tool is the best fit for your needs, your budget, your campaigns, and your marketing goals.

4. Design Wizard

Price: Free, or starts at $9.99/month

This tool lets you create different types of content, like photos and videos, with no professional editing experience required. If you have a limited budget and time on your hands, this free visual content tool is ideal for you.

Design Wizard has a library of over a million multimedia graphics for inspiration and use. Plus, all images are licensed for commercial use, so if you use one from the site, you won’t run into copyright infringements.

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Over to You

Your beautiful, on-brand images will be able to integrate with HubSpot. You can manage all of the files you create with Design Wizard from your HubSpot account, which you can use for campaign posts.

Need a painless way to track your social interactions? Try HubSpot’s social inbox tool today.

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

Over the past few years, video has become one of the most compelling ways for brands to tell their stories on social media.

From the instant popularity of Facebook Live videos to Instagram increasing their video length from 30 to 60 seconds, marketers are using the power of video to communicate their business’ personalities and brand stories, to express creativity, and to build emotional connections with fans and followers.

And it’s working: 51.9% of marketing professionals worldwide name video as the type of content with the best ROI, according to a research report from Adobe. And over 60% of marketers plan to increase their investment in video over the next year.

Right now, video is performing incredibly well on social media. So where is it headed during the rest of this year and beyond?

Read on to learn more about the future of social media video trends with these predictions backed by today’s research and notable marketing experts.

The Future of Social Media Video

YouTube, Facebook, and Instagram will be the preferred platforms for social media videos. 

While video will content to grow in popularity on social media, not every platform will benefit equally from this growth. Some social media platforms will be better equipped to create, publish, and share videos than others. And, the ones where marketers are the most successful will be the ones that brands will gravitate towards the most — namely Facebook, YouTube, and Instagram.  

For instance, over 100 millions hours of video a day is watched on Facebook, and of the 79% of marketing teams that published videos on Facebook in 2020, 85% said it was successful. Of the 85% of marketing teams that published videos on Youtube, 83% found it to be successful. And, 65% of video marketers said that they plan to include Instagram in their 2020 marketing strategy because of how effective video content was on this social media platform. 

These three platforms will be the most popular when it comes to social media video content. Not only do they already have millions of active users, but they also let you engage with followers after you post a video. The more you respond to comments and communicate with your audience, the more they’ll interact with your content the next time you post.

Adweek’s Meghan O’Neil offers this advice.

“When you engage with your fans on Twitter and Facebook, it makes them all the more likely to notice when you have a new video up… and share it with their friends.” – Megan O’Neill, Adweek

There will be more video-based social media platforms.

While Facebook, YouTube, and Instagram will start as the leading platforms for social media video, that doesn’t mean they’ll be alone at the top for long. In fact, there’s already been a wave of new video-based social media platforms that are rapidly gaining popularity around the world. 

Take Twitch, for example. In just eight years, the video game streaming platform has grown from 102K viewers to over 1.4 million viewers.

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Tik Tok is another good example. It was the number one app downloaded in 2020 with an estimated 738 million downloads. With over 500 million active users, Tik Tok is now the sixth largest social media platform in the world behind Instagram, WeChat, Facebook Messenger, Facebook, and WhatsApp. 

But, Tik Tok and Twitch aren’t the only social platforms aiming to joining the ranks of Facebook, YouTube, and Instagram. Aside from smaller players like Meerkat and Parascope, Twitter is now getting into video with its newest feature, Fleets. Fleets are temporary posts that expire after a day, similar to an Instagram Story. With Fleets, users can post videos to their timelines which are six times more likely to be retweeted than a photo tweet. And, research from Nielsen suggests that Twitter video is twice as memorable than videos watched on other social media platforms. The reasoning here is that Twitter videos tend to be viewed as more organic and genuine than videos posted to Facebook, Youtube, or Instagram. 

Social media platforms will compete with streaming services. 

The next frontier for social platforms like Facebook, YouTube, and Instagram appears to be television. In fact, Facebook marketing expert, Mari Smith, told Likeable that she believes that Facebook’s goal is “to become the next generation digital streaming television platform.”

“Facebook is on a mission to become the next generation television platform” – Mari Smith

This means that Facebook would completely directly with brands like Netlix and Hulu. Its goal is to become the destination for video streaming and, according to Smith, it’s investing heavily in its “Watch” feature to accomplish that goal. 

YouTube, on the other hand, has been experimenting with YouTube TV since 2017. With YouTube TV, users can watch live television without a cable subscription. This is much different than YouTube’s original approach, which was completely centered around user-generated content. With more social media platforms competing in its space, YouTube is expanding its offering to appeal to a larger audience. 

Let’s not forget Instagram, either. While it doesn’t offer a full-fledge streaming service, Instagram recently launched its IGTV feature which is geared towards long-form video content. And, rather than having to tilt your device sideways to watch a video, IGTV expands the image so the video can be watched from your device’s vertical interface. Research shows that watching videos from this angle improves its completion rate. 

Video will become part of the shopping experience. 

Video was already becoming a standard part of the customer experience, and now, as more people are working from home and shopping online, it’s an essential for brands trying to promote their products. Social media presents the perfect opportunity to share these videos as 61% of consumers crave video content when interacting with a brand. And, 55% of people will use a brand’s video content when making a purchase decision. 

Here’s an example of how J. Crew is using video to promote its new products on Instagram. 

 

But, product promotion isn’t the only way to capitalize on social media video. Brands like Napoleon Cat are creating “explainer” videos where they explain how a product works and who would use it. 

 

Other brands are hosting Q&A sessions and posting customer testimonial videos as well. This provides a level of social proof that helps customers trust a brand after they watch one of these video. For example, here’s a testimonial video for Clek created by one its customers. 

These are a just a few ways that social media videos are affecting the customer experience. As Brian Halligan highlights in the quote below, these are the timely opportunities that “marketers need to adapt to or risk extinction” by falling behind their competitors. 

For more video tips, learn how to create social media video ads. 

If you work at a nonprofit organization (NPO), then you’re already quite familiar with the unique set of challenges nonprofits face when it comes to building an effective and sustainable marketing strategy. 

With scarce resources, relatively limited staffing, and leadership attention spread thin across numerous areas, investing in cohesive marketing efforts can often take a backseat to more pressing matters.

But having a marketing strategy is absolutely crucial to bringing in new donors and ensuring your organization gets recognized by the right people. And the most effective (and accessible) marketing tactic NPOs can put their effort towards is email marketing.

Email marketing is far from dead — and this is especially true in the world of NPO marketing, where personalized messaging and relationship building are keys to success. Plus, building an email strategy is usually less expensive and time consuming than other strategies.

In this post, you’ll find out how your nonprofit can stay connected with donors and bring in excited new prospects through email marketing.

Why does email work for nonprofits?

Studies show that email continues to offer the highest return on investment of any outreach strategy, making it just about as close to a sure bet as you can get. McKinsey reports that an email marketing campaign can deliver a return of $40 for every $1 spent. This makes email the channel with the highest ROI that nonprofits can use to reach prospective donors.

Additionally, since 91% of all US consumers still use e-mail daily, email can enable NPOs to reach audiences that might not otherwise engage with their marketing efforts on social media networks. 

Email Marketing Best Practices for Nonprofits

Commit to Regular Sends

Nonprofits are often stretched for resources, and it’s easy to set marketing aside for matters that seem more pressing. However, regular email marketing is one of the most effective ways to grow your organization. A content schedule for your emails can keep you on top of them so you can steadily grow your donor base.

Making email sends an “always on” part of your marketing strategy will play a big role in your success on the channel. “Always on” doesn’t mean that you’re bombarding your email list with constant messages — it means that you’re committed to consistency in how often you send your emails.

Sending informative emails on a predictable schedule (instead of only when you’re actively running a campaign or seeking donations) will help nurture your audience towards deeper forms of engagement (like donating or attending an event) in the future. Remember: the goal is building long-term relationships. 

Setting the right cadence for your emails is important to keep the members of your list engaged with your organization. When you’re first starting out, this requires a careful balancing act, as you don’t want to send too few emails but you also don’t want to veer into potential spam territory. More on that in the next section.

Be Wary of Spam Folders

If regular email sends are a new part of your strategy, and your audience is only used to hearing from you on a less-frequent, one-off basis, starting to send more emails on a more frequent basis could trigger some users’ email clients to send you to the spam folder. 

Email deliverability can be a complex subject, but here are a few important things to remember if email is becoming a more regular marketing outreach tool for your NPO:

• Don’t directly embed forms or include attachments in your emails (linking out to web pages with forms is a better practice).
• Send your emails from a recognizable address — if you can, avoid sending from a noreply@yourwebsite.com address. Use a name your readers will recognize.
• Lead with informative subject lines instead of direct calls for donations (you can check out our blog post on picking great email subject lines here).
• If you’re starting a new email project and are sending emails to a list that isn’t used to such frequent sends — let them know what’s going on! Tell your readers that you plan to start sending more informative emails, and most importantly, give them the opportunity to opt out. It might seem counterintuitive in the short term, but cleaning disengaged folks off your email list is important to the long-term health of your email program. 
• For more tips on improving your email deliverability, check out our blog post on the subject here. 

Leverage Personal Connections with Your Audience

Your nonprofit’s cause is (hopefully) personal to everyone on your email list. Personalizing your emails is one technically simple — but potentially super powerful — step that you can take to utilize that personal connection to attract donations and deepen engagement with your organization. 

First, make sure you’re using an email tool that enables personalization. It might be an investment upfront, but having access to personalization features will greatly improve the value your audience gets out of your email sends. 

Worried about coming off as creepy or not sure where to start? Rachel Leist, the Senior Director of Automation at HubSpot, advises folks new to email marketing personalization to focus on personalizing emails based on actions your email recipients have taken on your website, instead of any personal data you may have collected about them in your contact management system.

Leist explains, “A good rule of thumb is to personalize around actions someone took on their website. Personalize around things like pages that were visited, topic of recent conversion, and of course name and company. If a person receives an email that refers to an action they took on your website, they will not be as nervous as they would if you were personalizing around specific personal information you happen to have on them.”

Segment Your Database

A segmented email list can help you ensure that the right person receives the right email at the right time. While everyone on your email list believes in your organization, you don’t need to send every email to them. Each person in your database is at a different stage on their journey with your organization, and the emails they receive should reflect that.

For example, someone who has donated $5 to your organization in the last year is probably not as engaged as someone who has donated $1000 to your organization in the last month.

Factors like donation amount, events attended, and actions taken on your website or social media channels can all be important indicators of engagement level, and shouldn’t be ignored when you’re sending out emails.

More engaged audience members will likely respond more positively to more frequent emails, while folks with fewer touch points should received fewer emails giving them more basic information about your NPO. 

Test, Analyze, and Adapt Accordingly

Finally, running an email program is not a “one and done” marketing strategy. You can’t just set it up and keep doing the same thing. It requires you to take note of key performance indicators and make changes to your approach periodically based on those factors. 

While industry benchmarks can be a useful starting point of comparison when you’re just beginning to flesh out your email strategy, remember that not all NPOs are the same, and not all NPO audiences are going to respond the same way to emails.

To start, keep track of a few key email metrics, measure them with each email send, and look for trends over time. Our article on email marketing metrics for beginners offers a helpful starting place if you’re not sure what to track.

Examples of Nonprofit Fundraising Emails

Want to put together an effective fundraising email? Check out some examples to get a sense of what yours can look like.

Alzheimer’s Association

This email from the Alzheimer’s Association requests donations but also outlines several other ways that its supporters can act for its cause. However, the request for a donation remains the focal point of the email, with a call to action to donate and a button allowing the reader to do so featured prominently in the middle of the email.

The Trevor Project

When folks first sign up for your emails, it’s a good indicator that they’re feeling engaged with your mission. Check out this automatic welcome email from the Trevor Project that introduces the organization to a new subscriber and requests a donation at the end. Your audience wants to help – don’t make them wait!

The International Rescue Committee 

The International Rescue Committee faces the urgent task of assisting people in conflict zones and disaster areas. They waste no time in showing how subscribers can help its mission. In this email, the IRC tells the recipient what steps they can take to make a concrete impact on their work.

The IRC knows that each of their subscribers is ready to take on a different level of commitment, so they recommend different actions that people can do to support them, from signing up for texts to starting a fundraiser.

The New York Metropolitan Museum of Art

Check out this email from the New York Metropolitan Museum of Art for a different spin on fundraising. Unlike most nonprofit emails, this one looks like it could have come from a department store. If your nonprofit has merchandise to sell, consider taking a cue from retailers and create emails that showcase your products for a good cause.

Free Email Marketing Software for Nonprofits

Want to use professional email software for your nonprofit without breaking the bank? There are several free versions of professional marketing software that you can use. Check out what some of the most popular programs offer to find the right one for your needs!

HubSpot Email Marketing Software

HubSpot offers a free version of its paid email marketing software that integrates with its also-free CRM software. Users can run a sophisticated marketing campaign and get access to forms, landing pages, and Facebook, Instagram, Google, and LinkedIn ads, as well as templates They also have access to contact management and live chat capabilities to optimize the experience for each subscriber. There are also traffic and conversion analytics capabilities for campaign optimization..

Sender

Want to reach lots of people with beautiful, personalized emails? Sender could be just right for you, as it has extensive HTML editing and personalization capabilities. Sender also has impressive analytics capabilities that allow you to track the delivery and opening of individual emails. Sender also helps you build individual profiles of your recipients to further optimize your strategy.

Sendinblue

If you’re looking for variety in your emails, Sendinblue has you covered. This program includes over 70 responsive templates for emails that can be designed for any screen. The free version also gives you the ability to send 300 emails a day. You also have the ability to use A/B testing to find the right email content that works and segmenting options to make sure the right person receives it.

SendGrid

SendGrid specializes in email campaigns that are tailored to individual preferences. Its free version gives you access to a wide range of personalization tools, including APIs, Webhooks, STMP Relay. You’ll also have granular control over who receives your emails with a wide range of delivery optimization tools. There are also sophisticated email editing and analytics tools that allow you to optimize them for your target audience.

You don’t need to be a professional marketer to get professional results from email marketing for your nonprofit. However, you do need to set some time aside to do it. The good news is that there are few other investments you can make in your organization that will pay off like email marketing. Get started today if you haven’t already and you could generate more buzz for your organization than ever before!

Whether you use it to supplement your existing inbound marketing efforts or it makes up your entire strategy, you’ve probably used social media to meet your marketing objectives.

There are various social media platforms to choose from, and each comes with a user base that brings different advertising potential. Even though there are so many platforms, HubSpot marketing experts Kelly Hendrickson and Andrew Delaney don’t think that you should be using all of them.

Featured Resource: Digital Advertising Training Course

Hendrickson says, “When it comes to choosing which social platforms to invest in, there’s often not a one-size-fits-all answer.” This is because, based on your business’s buyer personas and marketing goals, certain channels will help your advertisements gain more traction, while others may not be as impactful.

This post covers six different social media platforms to give you an understanding of when you should and shouldn’t elect to use them in your social media advertising strategy.

Which social networks should you advertise on?

When deciding which social networks to use, Delaney says, “It’s difficult to recommend one platform or another for social advertising.” It’s best to take a holistic view of your needs, what the platform has to offer and go from there.

That being said, some social networks are better equipped for meeting overall marketing needs than others, and we’ll discuss those below.

Facebook

Facebook has around 1.82 billion daily active users and is one of the most popular social media platforms. It is also the leading marketing platform worldwide, with 91% of B2B and 96% of B2C marketers using it for advertising and marketing.  

Given this, Hendrickson says, “For better or for worse, every business needs a Facebook advertising presence.” The platform has the most powerful tools for optimizing and targeting, enabling marketers to create a true buyer’s journey within the platform. Hendrickson adds, “It’s also a lot of bang for your buck,” meaning that conversion rates on the platform are high (4.7%, to be exact).

Whether you’re a software company or a clothing business, you’ll likely find success on Facebook, especially if you use their ad management tool and create a Facebook marketing strategy that carefully considers your target audiences.

You can think of it like this: 15% of Facebook users use the platform to find and shop for products. Suppose you’re an eCommerce business that has targeted the right audiences for your advertisements. In that case, the networks’ high conversion rates say that your target market, who are already using the platform to shop, are likely to make purchases based on your ads.

Should you choose to use Facebook, you can use automation software, like Perfect Audience, to ensure that you’re continuously nurturing leads and targeting the most qualified customers. Perfect Audience helps you generate lists of users on Facebook that are most likely to become customers and re-targets them for continuous influence.

If you’re a HubSpot user, the tool integrates with Marketing Hub, and you can analyze campaign success and track conversions. Once you understand who your most qualified customers are, Perfect Audience helps you continuously re-target those customers to maximize your influence. The image below displays a summary of a campaign analysis on the Perfect Audience platform.

When shouldn’t you advertise on Facebook?

Despite being useful for most businesses, there are still times where advertising on the platform is not as beneficial.

For example, if you don’t have a deep understanding of who your target audience is, it might be best to place Facebook on the back burner until you can gain a thorough understanding of who they are. While ad targeting on Facebook is specific, and the algorithm learns from your leads over time, the process begins with a pre-existing list of groups to target.

Instagram

Instagram is a visual social media platform, favoring high-quality images and video content. The network has around 500 million daily active users, and 62.7% of its global audience are between 18-34 years old. In terms of user activity, 70% of shopping enthusiasts report using the app for product discovery.

Considering those facts, Instagram can be very profitable for B2C businesses (82% of B2C marketers are already using it), especially those that use high-quality photos and visuals to attract leads and drive conversions. Instagram has recently re-designed their mobile application to be more shopping focused than ever before, making it easier to advertise and sell products without needing customers to navigate to a website storefront.  

In addition, Instagram is beneficial for eCommerce businesses as a means of customer service. Rather than having users email questions or call customer service, you can ask followers to directly message you with questions, comment on your posts, and you can even post instructional videos explaining how your products work.

So, in sum, if you’re an eCommerce business that can produce high-quality visual content to attract and engage leads, Instagram is worth considering.

When shouldn’t you advertise on Instagram?

Unlike Facebook, Instagram really only caters to B2C businesses. If you’re a more corporate business not focused on individual consumer purchases, you’ll likely have some trouble marketing on Instagram and cultivating engagement.

However, using Instagram and not producing the high-quality content that the app requires won’t aid in your marketing efforts. Users on the app expect high-quality content, so having these visuals is crucial, regardless of your business type. If you don’t have the time or the means, turning to a different platform will likely bring more success as you dedicate time to learn about Instagram and create high-quality visual content for future use.

Twitter

Twitter is a micro-blogging social media platform, with 330 million monthly active users and 145 million daily active users. It’s popular in 20 different countries, and its users send out around 500 million tweets per day.  It’s also popular with businesses, as 59% of B2B marketers and 53% of B2C marketers use the platform to meet their marketing goals.

Like Facebook, the possibilities for exposure on the app are incredibly high because of user count. Hendrickson says that, because of this, “Twitter is great to build awareness for your brand and reputation as a thought leader.”

Some of Twitter’s main features, like hashtags, make it easy to reach a wide variety of audiences without having to target them specifically (plus, hashtags don’t come with a price tag). It’s worth noting that tweets with hashtags get 100% more engagement.

In addition to organic advertising, Twitter also has targeted marketing options that allow you to promote content to your key audiences.

In short, there are a variety of businesses that can advertise on Twitter. Smaller companies that may not have a large advertising budget can use free targeting with business-related hashtags. So can larger B2B enterprise businesses (as HubSpot does) that use paid advertising. Twitter can also be beneficial for any business with a significant understanding of their customer base, as ad targeting allows you to select relevant categories and demographic groups that may become qualified leads after seeing your campaigns.

However, Twitter is not the platform that will bring in a significant amount of site traffic conversions.

When shouldn’t you advertise on Twitter?

Hendrickson says, “Looking for site traffic? Twitter is probably not your friend. It’s tough to ask that audience to click and leave the platform.” If your overall marketing goal is to drive conversions to generate site traffic, it’s best to look elsewhere for those metrics.

Even though there are ways to target specific groups through hashtags without spending money, there is only so much you can do organically on Twitter to generate consistent engagement without consistent virality. If you’re a smaller business with a limited budget, relying on hashtags and mentions to advertise your business will make it challenging to hold out against larger, established businesses on the platform.

It may be best to then choose a platform that speaks more to your needs and use Twitter as a supplementary marketing channel.

Which social networks shouldn’t you advertise on?

All of the above platforms work for specific advertising needs. However, marketers with different goals can still develop a presence on the app and build their strategy until they need those marketing objectives. Delaney says, “Your success on different social media platforms can vary depending on your goal or objective, as well as your industry and where your target audience spends your time.”

There are other social media platforms whose audience and target demographics are so specific that it will be challenging to find success without meeting their niche requirements, like LinkedIn and TikTok.

That being said, this doesn’t mean that you should never consider these platforms. Instead, their user base is so niched that businesses who don’t have an explicit need for what the platform has to offer likely can’t make use of it.

Below, we’ll go over these two platforms, what they can be used for, and give marketers an idea of when they may be able to make use of these platforms in the future.

LinkedIn

LinkedIn is a unique social media platform, catered entirely towards businesses and working professionals. Although its user base is extremely specific, LinkedIn has powerful, targeted ad capabilities that can help marketers reach over 690 million users.

The costs of running LinkedIn ad campaigns are relatively high. Still, the audiences you’ll reach are higher-quality than other sites because leads are much more qualified than other social media channels. Your ads will always be seen by business-minded individuals targeted based on relevant demographic information like job title, claimed industry, and working location.

In addition to its higher costs, LinkedIn doesn’t have high click-through rates (the average is .45% lower than Facebook).

Because of its exclusivity, eCommerce businesses and B2C businesses will likely have little success in their LinkedIn marketing efforts, as platform users don’t browse with the intent of making purchases as they would on Instagram or Facebook, and even less than they would on Twitter.

Having said that, B2B businesses that use the platform may have something to gain.  

When should you advertise on LinkedIn?

82% of B2B marketers report using LinkedIn as a means of networking and making professional connections. Whether you’re hoping to raise brand awareness, get event registrations, advertise job opportunities, or recruit new employees, LinkedIn’s ad manager will help you designate target audiences and draw in the leads you need.  

If you’re looking to advertise a new job opportunity, use LinkedIn. If you’re hoping to network and grow connections in your field, use LinkedIn. If you’re a recruiter, use LinkedIn. The cost of advertising on the platform pays off for those who use it because, as mentioned above, the leads are significantly more qualified than they would be if you were to advertise a job on Facebook.

If you choose to incorporate LinkedIn into your B2B marketing strategy, using a platform like RollWorks can help you track campaign success and understand if the platform is worthwhile for your marketing strategy. RollWorks will give you campaign metrics in the form of activity graphs that provide overviews of conversions, cost per click (CPC), and return on investment (ROI).

RollWorks can be integrated with HubSpot, allowing you to get an overview of your campaign success across all platforms.

Nevertheless, B2C businesses do have opportunities to use LinkedIn for a variety of different scenarios besides engagement and conversions. For example, if you’re a B2C company looking to open a new storefront in an entirely different city, using LinkedIn to advertise job postings can be beneficial. The ad targeting will help you segment relevant audiences in that location and recruit professionals best suited for those positions.

TikTok

TikTok is a relatively new advertising platform for marketers to use. The company recently launched TikTok For Business, where marketers can learn about TikTok advertising and create ads that are best suited for the app.

The social media network has recently taken off and is available in 155 different countries, with over 600 million active monthly users. These users spend more time on the app than any other social media site, having an average session time of 10.85 minutes. Given this, the advertising potential on TikTok is high, especially when it comes to awareness and engagement.

TikTok, like over visual platforms, favors high-quality videos, but the preferred type of video content is different, which makes it more difficult to find success. This is because TikTok is popular among Generation Z, and most of its users are between the ages of 10 and 19. While the app can give you exposure to a younger audience than most other social media apps, this demographic is very specific in the types of content they enjoy. They shy away from ‘sales-to-drive’ leads promotions and prefer informal behind the scenes content ads.

They like to see a more human side of your business, like who creates the products you produce and what day-to-day looks like for your business employees. If your business is not prepared to meet these needs, it will be hard to benefit from the high engagement rates that TikTok has to offer. However, there is always room for growth and businesses to devise a marketing plan that favors TikTok preferences.

When should you use TikTok?

Businesses that will find the most success on the app are ready to, or already, create and post behind the scenes, organic content on their account. If you’re a clothing company, this could look like a behind the scenes video of a photoshoot for your new clothing line.

If your brand or business is B2B focused and typically creates sales-driven formal content, utilizing the platform would require a significant amount of focus diverted to a TikTok marketing strategy to make the content it prefers. Henrickson says, “When it comes to newer or more experimental channels like TikTok, they’re worth trying if you have the resources. Beating the competition to a platform and succeeding is great, but if your other tried and true channels suffer because of it, it probably isn’t the right move for your brand in the long run.”

That being said, if your business is looking to branch out and produce content to display a new, human side of your company, TikTok is a great place to start, especially since engagement rates are higher than Instagram and Twitter across all follower levels. Using the platform can help you diversify your content types and share a creative side of your business.

Additionally, TikTok does favor influencer marketing and influencer content. If your business already uses this type of advertising, using TikTok as a place to post this content is worth considering.

Making Your Final Decision

Choosing the platform you’ll use to execute your marketing strategy depends on your overall business goals and business type. If you’re consumer-purchase focused, you want to use a platform that will entice your audience to purchase your products, like high-quality Instagram photos. If you’re a recruiting company, you want professionals to know that you’re serious about your efforts and not running a scam, like LinkedIn job postings.

Delaney says, “I’m usually in favor of testing out various types of creative content across different objectives and audiences on multiple platforms, iterating on those results, and comparing over time.” You may find that a platform you initially thought was best doesn’t draw in the results you were hoping for.

If you analyze your campaign metrics and pay attention to the campaigns you run, you’ll get the information you need to make educated decisions about your marketing efforts. You can determine which platform offers the best results for your business and use that to inform future media placements.

On January 9, 2007, Steve Jobs unveiled the iPhone in one of the most captivating product launches in history. Indeed the iPhone was a revolutionary product, but it wasn’t the iPhone that inspired thousands of people to camp out in the cold over night. It was Jobs’ unique presentation style — which Apple fans referred to as a “Stevenote” — that helped make this among the most awe-inspiring, memorable keynotes ever delivered.

As Carmine Gallo puts it in his book, The Presentation Secrets of Steve Jobs, Steve “transformed the typical, dull, technical, plodding slideshow into a theatrical event complete with heroes, villains, a supporting cast, and stunning backdrops. People who witness a Steve Jobs presentation for the first time describe it as an extraordinary experience.”

Companies are still struggling to improve the reach and reliability of personalized data about potential clients and customers.

Part of the problem is supply — bigger data volumes offer greater insight around B2B and B2C buying preferences both immediately and over time.

But variety also plays a role. While information about individuals at a company (demographics) and the technology they use (technographics) can help enhance marketing and sales outcomes, there’s also a place for firmographics, which are datasets that help businesses effectively segment organizations into meaningful categories.

The challenge? Although this is a great high-level definition, it doesn’t offer much in the way of specifics or actionable strategies.

In this complete guide to firmographics, we’ll define firmographic data with a look at key forms and functions, explore how it’s used for segmentation, and dig into the types of questions that can help your company locate — and leverage — firmographic data.

What is firmographic data?

Demographic data focuses on information tied to individuals. Data such as contact names and customer purchase preferences are examples of demographic assets that can be used to drive targeted marketing campaigns.

Firmographic data shifts the focus to organizations — or firms — to collect and analyze key information about the operation of enterprises themselves. Common firmographic data examples include:

• Industry type — From manufacturing or logistics organizations to financial, professional or legal service firms, industry type is a key vector for segmentation. Worth noting? Many companies occupy more than one industry vertical and can also occupy multiple firmographic segments.
• Organizational size — How big is the organization, both in terms of physical location and staff size?
• Total sales and revenue — Both quarterly and annual information is relevant here. While annual sales and revenue data can drive long-term sales strategies, quarterly results can help pinpoint more immediate needs.
• Current location — Where is the company headquarters located? How many satellite offices do they have, and where?
• Ownership framework — Is the company a public organization? A private enterprise? An NGO, charity or non-profit? Each comes with their own unique market approach.
• Growth trends — Is the company growing, downsizing or maintaining its current market position? All three movement metrics offer opportunity, but must be approached in different ways.

There’s also a crossover segment of firmographic and demographic data as it relates to specific job roles, titles, departments, and potential buying power.

By understanding more about the people responsible for decision-making within an organization along with the operational framework that surrounds them, businesses can better target marketing efforts to receptive audiences with the power to take immediate action.

Benefits of Firmographic Segmentation

The primary goal of firmographic data is to help organizations segment potential B2B customers into meaningful segments, which in turn can reduce the distance between observation and action.

If marketers, sales teams, and C-suites have access to segmented information that classifies prospective clients by size, location, revenue, or current growth trajectory, they don’t need to spend time and effort separating this data before making decisions. Instead, potential purchasing partners are pre-sorted into relevant categories.

Segmentation offers specific benefits for organizations, such as:

1. Improved market targeting.

Understanding the physical and market size of potential B2B buyers can significantly improve sales targeting. Here’s why: Smaller, “mom and pop” businesses don’t have the same needs as larger enterprises — while both are potentially valuable clients, their paths from initial contact to sales conversion are significantly different. For example, while many SMBs want one-size-fits all solutions to help reduce total complexity, many enterprises are after custom-built tools and technologies to help address specific issues.

2. Enhanced customer service.

Leveraging key firmographic data about where companies are located and how their employees are geographically distributed can help improve customer service offerings. Consider a manufacturing firm located entirely within a single state — chances are they’ll prioritize partners that can deliver local service. Multinational firms, meanwhile, often prefer on-demand, distributed digital services.

3. Long-term buying potential.

Companies moving up the market offer the potential for B2B businesses to get in on the ground floor and enjoy increased conversion volume over time. Enterprises that are currently downsizing, meanwhile, also come with sales potential but require a different approach with services that are both cost-effective in the short term and can scale over time as revenue targets evolve.

Key Firmographic Questions

So how do you gather firmographic data that’s relevant to your brand and can help drive corporate success? It all starts with asking the right questions. Commonly-used queries include:

• When was the company founded?
• How many employees in total does the company have?
• How many staff at each office or satellite location?
• What is the company’s revenue per year?
• What percentage of their target market share does the company currently have?
• Are they currently in a growth phase, downsizing or remaining relatively consistent?
• What does their organizational structure look like (flat leadership, standard hierarchy, etc.)

When it comes to collecting firmographic data, you’ve got three broad options: Survey companies directly, conduct online reconnaissance or purchase firmographic information from a data clearinghouse or similar service.

All three come with potential benefits and drawbacks. For example, while surveys offer the most accurate firmographic information, many companies prefer not to share this data — especially if you’re taking a “cold call” approach.

Online searches, meanwhile, can turn up a host of useful firmographic data but there’s no guarantee about its accuracy or relevance; the actionable value of data gathered this way depends heavily on the source and the date the information was obtained.

Purchasing data from a reputable seller provides the most accurate and up-to-date option, but prices vary significantly and it’s worth cross-referencing this information with publicly available sources to ensure sellers are consistently accurate.

Finding a Firm(ographic) Foundation

Timely, accurate and actionable “graphic” data — demographic, technographic, and firmographic — can help B2B organizations create custom-built sales and marketing strategies and improve overall conversion rates.

To ensure firmographic frameworks deliver intended outcomes, it’s critical for companies to focus on both segmentation forms and decision-making functions.

By asking the right questions, accurately segmenting potential customers and using this data to inform sales and marketing efforts, companies can reduce the time between information and action while simultaneously increasing sales success.

Whether it’s International Cat Day, Pizza Day, or Talk Like a Pirate Day, it seems like the internet is celebrating a holiday almost every day.

Odds are, you don’t celebrate all of these social media holidays. Think about it. When was the last time you saw an obscure holiday or observance day trending and thought to yourself “Yup, I’m celebrating that”?

Some of these holidays might be simply too silly for your brand to engage with. But despite all of the oddities, social media managers are always eyeing trends and holidays that they can leverage for brand awareness.

While we certainly don’t suggest sharing content on social media and then tacking on a completely irrelevant hashtag on it, you should still take some time to recognize the brand opportunities that could come your way in the next year. 

By ignoring all of the holiday opportunities you could be taking, you could be missing valuable opportunities to take advantage of trending topics with fun and relevant “holiday” content on social media.

From food to politics to animals and everything in between, there is a plethora of observance days worldwide during which marketers can share content relevant to their industries, get involved in a movement, or simply generate more awareness.

To help you plan for trending holidays, we created a list that you can bookmark, as well as a downloadable calendar so you can get automatic reminders.

Downloadable Holiday Calendar

To help you keep track of all the holidays, here’s a Social Media Holiday Google Calendar. 

Aside from 2021 holidays, we’ve also set dates on the calendar to repeat annually — either on the exact date they occur or the weekday they occur within the month. 

Want to finish out your 2021 calendar with some upcoming holiday posts? Tap the “+” symbol in the lower righthand corner of the calendar below to add it to your own Google calendar.

Reminder, click the plus sign below to add it to your own Google Calendar list. 

National & Global Holiday Calendar: 2021

The list isn’t exhaustive (there are a lot of food-specific holidays out there), and these dates and hashtags may still be subject to change. But this is a great starting point for social media marketers who want to learn more about what’s trending and how they can plan their content in a way that will be fun and engaging on Twitter and other social platforms.

• January 2021
• February 2021
• March 2021
• April 2021
• May 2021
• June 2021
• July 2021
• August 2021
• September 2021
• October 2021
• November 2021
• December 2021

Sources: National Day Calendar, Sprout Social, TrackMaven, Holiday Insights, Brownielocks, National Peace Corps Association, Sparkflow

Editor’s Note: This post was originally published in January 2017 but is updated annually for comprehensiveness. The most recent update of this post was December 2021.