My Blog My Blog

5 Steps to Create an Outstanding Marketing Plan [Free Templates]

Marketing Strategy, Popular
/by
5 Steps to Create an Outstanding Marketing Plan Do you take a good, hard look at your team's marketing strategy every year? You should. An annual marketing plan helps you set your marketing on the right course to make your company's business goals a reality. Think of it as a high-level plan that guides the direction of your team's campaigns, goals, and growth. Without one, things can get messy -- and it's nearly impossible to put a number on the budget you'll need to secure for the projects, hiring, and outsourcing you'll encounter over the course of a year if you don't have a plan. Keep in mind there are variations to the marketing plan you need, depending on your industry and the goals of your marketing team. To make your plan's creation easier, we've put together a list of what to include in your plan and a few different planning templates where you can easily fill in the blanks. To start, let's dive into how to create a marketing plan and then take a look at what a high-level marketing plan has inside. In this article, we're going to discuss: What a High-Level Marketing Plan Includes How to Create a Marketing Plan Marketing Plan Templates You Can Use Simplified Marketing Plan Template Plus — Social Media Plan Templates Marketing Plan Outline Marketing plans can get quite granular to reflect the industry you're in, whether you're selling to consumers (B2C)...

The HubSpot Blog’s 2022 Marketing Industry Trends Report: Data from 1,000+ Global Marketers

Marketing Strategy
/by
The HubSpot Blog's 2022 Marketing Industry Trends Report: Data from 1,000+ Global Marketers The only constant in the world of marketing is that things are always changing. And, if you’re a marketer, business leader, or entrepreneur aiming to plan an effective 2022 strategy that puts you far ahead of your competitors, you probably want to know: Which trends are marketers leveraging today? And, which do they plan to start leveraging in 2022? Which marketing channels are they using? What are the top content-marketing formats? What challenges are they facing? And, most importantly, what are their plans and expectations for 2022 and beyond? As the HubSpot Blog's Research Analyst, I launched our Marketing Industry Survey to help fellow bloggers and readers answer the questions above -- and gain further industry insights into 2022 planning. Our Survey Sample We surveyed 1,067 global marketers from across B2B and B2C companies from small to large employee sizes. The sample included professionals at varying experience levels from seven countries: the U.S., Australia, Canada, Germany, UK, France, and Japan. Read on to learn about some of the most interesting key findings, get strategic recommendations based on our data, and find even more blog content that dives even deeper into our research. Which trends are marketers already leveraging today? Influencer marketing, mobile-friendly website design, short-form video, virtual events, and experiential marketing are the top trends marketers currently leverage. These trends will see continued growth in 2022...

20 Holiday Marketing Campaign Examples + Marketing Tips for 2021

Marketing Strategy
/by
20 Holiday Marketing Campaign Examples + Marketing Tips for 2021 Every year, as soon as Halloween is behind us, it seems like the floodgates open. Without warning, there are holiday marketing campaigns everywhere, with countless businesses rushing to cash in on a spending frenzy. There are holiday emails, social media posts, and TV ads — oh, my. It might seem like holiday marketing is out of control. But some brands do it very, very well. How? Well, these brands create campaigns that actually delight customers instead of adding to holiday noise. They evoke emotions and promote sharing, sometimes even connecting people with their loved ones, or partnering with a charitable organization. Great holiday marketing campaigns come in many different shapes and sizes. Check out our favorites below, and use these ideas to fuel your own holiday marketing ideas. What To Expect This Holiday Season Before we get into the examples, let’s talk about what this holiday season will bring for marketers. A June 2021 survey by Google and Boston Consulting Group revealed that this year, online shopping will play an important role in consumers’ buying journeys. In 2020, there was a sharp shift toward e-commerce due to the COVID-19 crisis. However, in 2021, over 80% of consumers are seeking out in-person shopping experiences. With this new balance, brands have to create marketing campaigns that cater to the omnichannel shopper – building offline and online touchpoints. When it comes to social media, Sprout Social estimates that retailers across all business sizes...

The Top 5 B2C Marketing Trends of 2022 [New HubSpot Blog Data]

Marketing Strategy
/by
The Top 5 B2C Marketing Trends of 2022 In 2022, 51% of B2C marketers plan to increase their marketing budget. The question is where is that budget going? Will marketers reinvest in the same strategies or try new trends? To understand what trends B2C marketers are leveraging in 2022, we surveyed 1,067 global marketing professionals working in B2B and B2C companies.  From influencer marketing to virtual events, there are so many efforts brands can focus on. Let's see what our latest research says about what worked well for B2C marketers this year and where they plan to invest in 2022. 1. Short-form video will be a priority. Short-form video took off in early 2020 and shows no signs of slowing down. Back then, TikTok was the number one place to go for short-form content. Today, Instagram Reels and YouTube Shorts are also competing for users' attention. This is good news for brands, as the short-form video trend content offered the second-highest ROI for B2C marketers in 2021, behind influencer marketing. Despite coming in second for ROI, it's the trend marketers plan to invest in the most in 2022. Roughly 33% of B2C marketers already invest in short-form content, while one-third of those who haven't will do so for the first time in 2022. Why now? Well, short-form video is such a key feature in social media today. And according to the data, social media takes the lead in marketing investments for businesses. That's likely because three key goals...

Sustainable Marketing: Key Principles & How to Leverage It [+Examples]

Marketing Strategy
/by
Sustainable Marketing: Key Principles & How to Leverage It In 2018, 63% of consumers surveyed in an Accenture study revealed that they preferred to shop from purpose-driven brands. Fast forward to 2021 and that sentiment has only grown. IBM ran a study in 2020 on consumer behavior and found that 57% of consumers are willing to change their shopping habits to be more environmentally conscious. In the same study, nearly eight of out 10 respondents stated that sustainability is important to them. So, how does a brand leverage sustainable marketing to appeal to a growing, socially conscious audience? We'll cover that and more below. Green Marketing vs. Sustainable Marketing While both terms are often used interchangeably, there is a difference between green marketing and sustainability marketing. Green marketing focuses on strategies that promote environmental awareness and protection. Sustainable marketing, on the other hand, is a little broader. It encompasses green marketing but it also includes practices that go beyond the environment, like social and economic issues. 1. Have a larger purpose. Brands typically judge their success by the numbers. How much revenue they have or will generate in any given period is usually the biggest indicator of success. Sustainability shifts this perspective by having brands evaluate themselves by something bigger than profit. As a brand, you have to promote something that's bigger than your products and services and transcends any particular industry. Do you have a clear social mission? If not, spend time discovering what that is and...

Marketing Effectiveness: How to Measure It & Present to External Stakeholders

Marketing Strategy
/by
Marketing Effectiveness: How to Measure It & Present to External Stakeholders You can apply marketing strategies all day, but if they aren't effective, those efforts don't matter in the long-term. Measuring marketing effectiveness is crucial to improving your go-to strategies over time. Are your methods hitting KPIs? Are they helping your clients reach short- and long-term milestones? Use each campaign to learn and grow. By measuring marketing effectiveness, you can better ensure high ROI or return on marketing investment, ROMI. Measuring Marketing Effectiveness How do you measure marketing effectiveness? Sure, you can look at traffic or sales metrics, but it goes further than that. Ultimately, the KPIs you choose to measure can vary by company and strategy. But there are some metrics to pay attention to when measuring marketing effectiveness. First, when you consider revenue, look into how much of the revenue is a direct result of the marketing efforts. This can help provide clear, high-level insight into how successful the marketing efforts are for the company. Next, consider pipeline ROI or pipeline growth. Do you continue to generate more and more new leads via your marketing efforts? If not, your marketing effectiveness might be falling flat. Conversion rates are also a strong KPI to review. Keep in mind that impressions, views and even clicks don't necessarily translate to a successful marketing strategy. If users are clicking but not following through with a purchase, why aren't they converting? Conversion rates can offer a better look at the success of...

The AIDA Model: A Proven Framework for Converting Strangers Into Customers

Marketing Strategy
/by
The AIDA Model: A Proven Framework for Converting Strangers Into Customers In 1898, Elias St. Elmo Lewis, an eventual inductee of the Advertising Hall of Fame, anonymously wrote a column about three advertising principles he found useful throughout his career in a printing magazine called The Inland Printer, one of the most influential American magazines of the 19th century. In his column, he states that a successful advertisement should always follow a specific formula. “The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.” In other words, copy is only good if it attracts attention, generates interest, and creates conviction, in that order. Over a century later, Lewis’ principles still ring true. They’re expressed as an acronym, AIDA, and widely used in the advertising industry. In the digital age, brands have even based their entire marketing strategy on the AIDA model. Before we cover how you can apply the AIDA model to your own content marketing strategy, let’s go over what it is and why it works. The AIDA Model The AIDA model describes the four stages a consumer goes through before making a purchasing decision. The stages...

The Ultimate Guide to Relationship Marketing

Marketing Strategy
/by
The Ultimate Guide to Relationship Marketing There are plenty of studies that highlight the importance of customer retention — oftentimes, customer retention has been found to be even more critical to your company's success than customer acquisition.Frederick Reichheld of Bain & Company found as little as a five percent increase in customer retention can result in an increase in company revenue by 25-95%. Adobe learned that returning customers spend more than newer customers. Why? Because existing customers understand the value of your products and services and they're invested loyally in your brand. If a customer feels satisfied with their interaction with you, it’s a no-brainer for them to turn to your business for their needs, again and again. No matter if you’re a team of one or leading a scaling enterprise, you can cultivate a deeper relationship with your existing audience without the typical costs associated with acquiring new customers. The key is strategic relationship marketing. “But isn’t all marketing relationship marketing?” Not exactly. Some marketing tactics are solely about gaining traffic and conversions to get potential customers into the customer flywheel. From there, you’ll have even more marketing tactics that get that potential customer to make their first purchase. The perfect time to start a relationship marketing strategy is when the customer has made a purchase (or several). Your goal with relationship marketing is to get these new customers to become brand-loyal patrons of your business. To do that, you’ll want to take a personalized approach and...

8 of the Top Marketing Challenges Faced Globally [New Data + Expert Tips]

Marketing Strategy
/by
8 of the Top Marketing Challenges Faced Globally Every marketer faces different challenges. Although we typically share similar goals, some teams are stuck on hiring top talent, while others are having trouble finding the right technology for their needs. Whatever the case may be, there's always at least one area you can improve to turn your marketing into an even more effective revenue generator.  But marketing is often fast-paced, so it can be difficult to identify which areas you'll want to develop to facilitate stronger growth in 2021 and beyond. For that reason, it's important to pause for a moment and reflect on the biggest challenges marketers feel they're going to face this year. Why? Because problems are much easier to tackle once you've correctly identified them.  So ... what's happening in 2021? Below, let's review the current global marketing issues impacting the industry, according to marketing experts. Biggest Marketing Challenges To start, I surveyed over 120 marketers to gauge the biggest challenges affecting the industry as a whole.  By far, "Generating traffic and leads" was marked by nearly half as the biggest challenge marketers are facing this year.  This challenge was followed by 21% who said "providing ROI for your marketing activities" was their biggest challenge.  "Delivering an account-based marketing strategy" (8%), "securing enough budget" (6%), and "managing your website" (5%) were the other three notable challenges marketers feel they're facing in 2021.  It's important to note, a few other marketers marked "targeting content for an international...

What Netflix Bingeing Taught Me About Digital Experience

Marketing Strategy
/by
What Netflix Bingeing Taught Me About Digital Experience Next time you open Netflix, I want you to try something. When you see your tailored suggestions, as the platform starts the video right where you left off on your iPad, stop and take note of that experience. How do these experiences actually make you feel? Does the device handoff give you a rush of excitement and gratitude? Probably not. Start over. Imagine opening Netflix again. Your recommendations are gone, replaced with an unfiltered list of content. The list feels random, but then you'd expect at least a couple of shows to be of random interest. They're not. That episode you're halfway through on your iPad? You'll have to scroll back and forth to find your place. Ultimately, you'll probably just rewatch parts of the episode “just to be safe”.   If you're like me (my apologies if you are), you'll react more to this moment of friction than the moment of seamless performance. The seamless experience is largely invisible — it's unfelt — while the bad experience is impossible to ignore. Based on how bad it is, it'll haunt you and sometimes make you question your life choices. It may even push you toward Hulu or Disney +, or another platform that you trust more. The same dynamic is at play for the digital experiences you deliver to customers. 2020 and 2021 accelerated digital transformation across industries, creating a new set of expectations in your customers' personal and...