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Where Nonprofits Spend Their Time On Social Media in 2022

Marketing Strategy
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Where Nonprofits Spend Their Time On Social Media in 2022 There's no shortage of advice in the blogosphere on how and where to spend your time on social media. How organizations are actually spending their time online, however, is a different story. Unlike most marketing campaigns you see looking to get you using a product or service, non-profit social marketing is all about getting you to take action for a cause. Often, non-profit organizations are tight on resources and don’t always have the ability to produce large, high-visibility campaigns. That’s where social media can help. Let’s dive into the social media platforms that non-profit orgs can leverage today. How Non-Profits Leverage Social Media There are three major ways that non-profit organizations can use social media to get the word out on causes that matter. The first is through social challenges. Think back to 2014 when the ice bucket challenge went viral. This challenge involved taking a bucket full of ice water and pouring it onto yourself, posting it on social media, donating to the cause, then nominating friends and family to follow suit. This challenge, designed to raise awareness of ALS or Lou Gherig’s diseases, spread like wildfire through social media and helped the ALS association increase its annual funding by 187%.   ...

Will Brands Boost Investment in Experiential Marketing in 2022? [New Data]

Marketing Strategy
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Will Brands Boost Investment in Experiential Marketing in 2022? Experiential marketing involves inviting your audience to interact with your brand in a real-world situation. These experiences are often hands-on, exciting opportunities that help businesses engage with attendees in a way that is different from interactions they may have online. Read on to discover new data about how businesses are investing in experiential marketing and how you can leverage the strategy in your processes. Will brands invest in experiential marketing? HubSpot Blog’s Marketing Industry Trends Report surveyed 1,000+ global B2B and B2C marketing professionals and asked them about the marketing trends they currently leverage. 29% of marketers say they use experiential marketing in their roles, and of those who use it, 51% say it is the second most effective trend they leverage. 83% of marketers also plan to continue investing the same amount or increasing their experiential marketing investments in 2022. So, yes, brands will continue to and increase their investments in experiential marketing. Let’s discuss why. Why are brands investing in experiential marketing? Real-life experiences help foster a sense of connection that brands cannot mimic digitally. Esther Sauri, a marketer at Linkilaw Solicitors, told Business News Daily that experiential marketing is effective because humans are emotional beings: “When a brand connects with us in an emotional way, we not only buy it, loyal customers.” Marketers also say that continued investments in experiences are due to consumers’ desire for connection and community with their favorite brands after a few years of...

How Brands Use NFTs for Marketing: Are They Really Worth The Hype?

Marketing Strategy
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How Brands Use NFTs for Marketing: Are They Really Worth The Hype? According to Hubspot Blog Research on content and media planning, 14% of media planners currently leverage non-fungible tokens (NFTs). Conversations surrounding NFTs and Web3 have risen in the past year and continue to pique marketers’ interest. In this article, we’ll cover what NFTs are, how brands are using it, and if it’s worth the investment. So, how exactly do they work? Well, when an NFT is created, also known as "minted," it can represent tangible items like art and clothing and non-tangibles like music, videos, and images. For instance, Twitter’s founder, Jack Dorsey sold his first tweet for $2.9 million in 2021. Who determines the value of the item in question? The community. Unlike real-world or cryptocurrency, an NFT’s value is speculative. What makes NFTs so popular is that they represent the decentralization of power from the few to the many. This is particularly valuable for creators who have historically relied on third-party platforms like Spotify, YouTube, and Instagram to share their content and gain from it. NFTs put the power back in the hands of the community by letting them decide what’s popular and incentivizing them to support what they like. They're so popular in fact that Open Sea’s Alex Atallah, the cofounder of the largest NFT marketplace, recently shared on Twitter that there are more NFTs on the platform than there were internet pages in 2010. 1/ There are now more NFTs...

The Ultimate Guide to Internet Marketing [Data + Expert Tips]

Marketing Strategy
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The Ultimate Guide to Internet Marketing Internet use is still increasing worldwide every day — in fact, over 4.95 billion people around the world use the internet, as of 2022. Marketing is, and always has been, about reaching customers where they are. TV commercials, print advertisements, and billboards all attempt to do just that. The internet offers unique benefits other marketing mediums can't offer — scope of reach, the option to personalize content, and the opportunity to build far-reaching relationships with customers, being just a few. But the internet can be an overwhelming and all-encompassing entity, filled with videos and recipes and news articles and e-commerce sites. In the crowded space of the internet, how are you supposed to differentiate your business to reach the right audience? The answer is internet marketing. Internet marketing leverages digital channels, including email, social media, websites, and search engines, to reach your ideal audience. Unlike more traditional advertising mediums, such as print, the internet encourages two-way conversations between your business and your customer, ideally creating better long-term customer retention. There's no avoiding it: internet marketing is critical for the success of your business in 2022 and beyond. But with all the gimmicks and tricks, it can be difficult to distinguish short-term wins from effective long-term strategies, which is why we've created an ultimate guide. Here, we'll cover everything from marketing strategies to real-world examples, to ensure your business reaches the right people out of that four billion. What is Internet/Online Marketing?...

The Top 7 Marketing Challenges Faced Globally in 2022 [HubSpot Data + Expert Tips]

Marketing Strategy
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The Top 7 Marketing Challenges Faced Globally in 2022 Every marketer faces different challenges. And, ever since 2020, the ways we've had to pivot, adjust campaigns, and address challenges has been unlike anything many of us have had to do before. And, even if you've somehow navigated the past two years without any surprising or tough marketing challenges, there's likely at least one task, tactic, or strategy you've always wanted to improve upon.  Today, marketing is so fast-paced that it can be difficult to identify which areas you'll want to develop to facilitate stronger growth in 2022 and beyond. For that reason, it's important to pause for a moment and reflect on the biggest challenges marketers feel they're facing this year. Below, let's review the current global marketing issues impacting the industry, according to data from HubSpot's 2022 Marketing Industry Trends Report and marketing experts. 1. Training Marketing Talent While you might expect the top challenge to involve one of the many KPIs marketers are goaled around, our research shows the top barrier facing marketing teams today is actually much more fundamental than quantifiable goals or simply hiring top-tier talent who will easily hit them. In fact, according to our survey of over 500+ marketing professionals, the top overall challenge marketing departments are facing is team training. Why? When you hire someone or get hired by your dream company, your the work needed to grow doesn't just stop at the offer letter. If you're a manager...

How to Craft a Successful Customer-Centric Marketing Strategy

Marketing Strategy
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How to Craft a Successful Customer-Centric Marketing Strategy When was the last time a business fully addressed your wants and needs as a customer? For me, it was around the holidays, while searching for the perfect gift to give a friend who is a huge fan of the video game series "The Legend of Zelda." My online search for the right gift led me to STL Ocarina, a company that sells ocarinas — the musical wind instruments that have been around for thousands of years and a staple item in the Legend of Zelda series. Clearly, the company knew many of its customers were like me — either fans of the games or shopping for fans of the games — so it made finding Zelda-themed ocarinas on its website simple. Just hover over the tab that says "Our Ocarinas," and the first category to pop up under the tab says "For Legend of Zelda Fans." From there, I was taken to a page displaying their Zelda-themed ocarinas and the option to include a songbook of the game’s music. After purchasing the ocarina and songbook, I remembered my friend doesn’t know how to play the ocarina and the songbook may not have tips for beginners. Luckily, STL Ocarina’s confirmation email included a YouTube instructional video and links to online resources that will help him get started. STL Ocarina serves as a great example of what customer-centric marketing looks like. During the few minutes I was on the company’s website,...

What is Context Marketing? Why It Matters in 2022 [+Examples]

Marketing Strategy
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What is Context Marketing? Why It Matters in 2022 While it's fair to say most marketers are on-board with the importance of content marketing, there's still an aspect of marketing that doesn't get as much love: context marketing. Whether you know what context marketing means or not, I'm willing to bet you want to deliver the right campaigns to the right customers at the right time. That’s what context marketing is all about. Here, we're going to introduce the concept of context marketing and dive into strategies you can use to implement it into your overall marketing strategy. My favorite context marketing definition is delivering the right content, to the right people, at the right time. Let me explain what I mean by context a little more, though. When you have context around something, you have a larger, more telling picture — you know, those little details that lend more clarity to things that would otherwise be pretty general, unspecific, and, well, uninteresting. The best marketers leverage context about their audience, leads, and customers in their content marketing. They create audience profiles and buyer personas and use that information to create more effective marketing and advertising campaigns. Now that we have a basic understanding of context marketing, you might be wondering what the difference is between content marketing and context marketing. Let’s take a look below. A marketer using context would know more about a lead than her first name. They might also know what industry...

8 Valentine’s Day Marketing Campaigns We Love

Marketing Strategy
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8 Valentine's Day Marketing Campaigns We Love Love, flowers, chocolate, blah blah blah ... Where are the marketing results?! Okay, probably not what your Valentine's date cares about. But if you're a marketer, you might be interested in merging the most lovey-dovey of days with your marketing. But how? Well, these companies have figured out some creative ways to leverage the warm and fuzzies (or unadulterated rage and crushing loneliness ... whatever) that Valentine's Day instills in people. If you don't have a marketing campaign planned for the 14th, maybe some of these will inspire you to get in on some last-minute Valentine's Day action. 8 Effective Valentine's Day Marketing Campaigns 1. Ranch Dressing's Customized Bottle Nothing says Valentine's Day like giving someone a bottle of — Ranch Dressing? In 2021, while flower companies and B2C brands were highlighting the romantic gifts partners could give to each other, Hidden Valley took a funny approach to this strategy by offering audiences customized Valentine's Day-themed bottles of Ranch salad dressing. While this seems like an odd gift to some, Hidden Valley knows that they have fans out there that just love to cover everything they eat with Ranch dressing. To those audiences, this gift is funny, personalized, and potentially useful. 2. Pandora's Little Acts of Love A common pushback people give for Valentine’s Day is that appreciation for loved ones should be shared...

Virtual, Hybrid, or In-Person: Business Leaders Weigh In on the Future of Events

Marketing Strategy
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Virtual, Hybrid, or In-Person: Business Leaders Weigh In on the Future of Events In 2019, Microsoft hosted their annual Ignite event in Orlando for one week. It was the most successful Ignite they'd ever had, with well over 27,000 attendees. That is, until the fall of 2021 — when they hosted over 270,000 attendees in a virtual version of the same event. A couple of years ago, the majority of businesses hosted in-person trade shows and conferences. Virtual conferences were a rarity. But, post-pandemic, we're seeing a major shift towards virtual or hybrid events. In fact, HubSpot Blog Research found roughly 40% of marketers plan to increase their investments in virtual events, webinars, and conferences in 2022, followed by 39% who plan to spend the same amount as they did in 2021. A mere 16% plan on decreasing their investment. Bob Bejan, Microsoft's Vice President of Global Events, is unsurprised by this shift towards virtual, and believes it was always destined to be the future of events. He told me, "The pandemic is really just an accelerator of something that was going to be inevitable anyway, but probably would have taken five or six years instead of just two." Here, I spoke with experts across industries to learn more about the surprising future of events — and whether in-person, virtual, or hybrid will become the norm. Plus, what it could mean for your business. Let's dive in. The Future of Events, According to Experts The Case for Virtual...

The 8 Best Marketing Frameworks You Need to Know

Marketing Strategy
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The 8 Best Marketing Frameworks You Need to Know Marketing is a unique animal. With a combination of creativity, analytical thinking, taking data into consideration, and project management, a modern-day marketer must possess a great number of skills and have quite a few tools at their disposal. Sure, you can delegate some of the work, but it also means you’re responsible for getting multiple people on the same page…some of which work in different states. Rather than allowing your frustration to build, you can utilize tools that will make your job easier. More specifically, marketing frameworks. In this piece, we’ll discuss what a marketing strategy framework is, the benefits of utilizing one, the best marketing models out there, and how to decide which is best for you. You can think of it like this: you wouldn’t dream of approaching your marketing with a “throw spaghetti at the wall and see what sticks” attitude because it would be a disaster for your organization. Instead, you'll likely spend days, weeks, and maybe even months identifying your target audience, where they spend time and determining the perfect way to reach them and communicate the benefits of your product or service in a marketing plan. Your marketing strategy framework takes this all a step further and, as mentioned above, ensures your marketing plan is successful because you’ll share content with your audiences at the right time in the most relevant channels that are more likely to drive results. The Benefits of a...