Tag: Examples

15 Actionable Examples of Fashion Marketing

From high fashion to a terrible sense of fashion, wherever we fall on the spectrum, fashion marketing comes our way online, on television, catalogs, billboards, window shopping, and more. We are bombarded with messages of what we should be wearing, and why.

If you’re on the marketing or sales side of fashion, how do you leverage your message to reach the right buying audience? In this guide, let’s learn what fashion marketing truly is and how to form your own strategy if you work in the fashion field.

What Is Fashion Marketing?

Because we interact so often with fashion marketing from a consumer perspective, we may think we have a clear picture of what all goes into it. We may have some idea of what fashion marketing is, but maybe we don’t understand all the logistics behind it.

Fashion marketing is about advertising and promoting fashion to the right market in various ways, from print to online, in-person to digital. Remember that it’s more than clothes; it’s also accessories, including hats, shoes, jewelry, and outerwear, that help people connect with and showcase a certain style.

What Sets Fashion Marketing Apart From Marketing in Other Industries?

While any industry can leverage the wide world of marketing opportunities, fashion marketing has its own unique practical implications that may impact certain marketing choices.

Just like any kind of marketing, fashion marketing has to start from a pain point, and there’s often kind of an obvious pain point, as well as the deeper whys.

For instance, there’s hunger with food marketing, of course, but there’s also why you want to buy, cook, or eat that food.

Let’s switch back to fashion marketing and think about that obvious point first. Fashion marketing does have a practical side. We have to wear clothes. Fashion marketing tells us which ones we should wear.

Then there are the deeper whys. It’s not just about protecting your body from the elements. Style is about being part of a community and expressing something about yourself.

That’s the story that brands can tell across their marketing campaigns.

As fashion marketers consider those pain points and the motivations of their consumers, they also have to think about seasonal changes and when consumers are primed to purchase for that next season.

They also have to stay ahead of style trends, while maintaining a balance with practical options for consumers. Price points are another tricky topic for fashion marketers. Fashion can range from thrifty and economical to high-end and luxurious.

There’s a lot we can learn from luxury marketing, but it’s important to remember that fashion marketing can span a more approachable and inclusive market as well.

15 Examples of Great Fashion Marketing

There are many ways to get the word out about your fashion brand, but you can get a lot of tips from big-name brands that are out there.

1. Allbirds

Examples of Great Fashion Marketing - Allbirds

It’s hard to know what an item is going to look like on your own body when ordering the product online. Allbirds advertised an in-app, try-on experience. Using augmented reality, the try-on feature allows you to see what the shoes would look like on your own feet. To advertise this feature, Allbirds created a social media ad series with a video showcasing how you can do a virtual try-on. The ad also speaks to the brand’s environmental causes.

2. Warby Parker

Examples of Great Fashion Marketing - Warby Parker

Warby Parker did something similar to help their customers get an idea of what their glasses would look like on themselves before they order. They created an app-based, virtual try-on experience and a series of TV ads to get the word out about the app. Since it’s a relatively new idea that many may not be as familiar with, the TV ad shows how it works and how customers can “try on” glasses to decide which ones to order.

3. Patagonia

Examples of Great Fashion Marketing - Patagonia

Patagonia also wanted to use their marketing efforts to speak to a certain cause greater than their own brand. To encourage environmental awareness and a better use of resources, they created a Worn Wear campaign. They took to the road and did a cross-country trip with a team of people who could repair clothes. People were invited to bring worn-out clothes and be given new life. These kinds of long-term marketing efforts are quite the undertaking, but the sense of giving back to the community, aligned with your brand’s philosophies, is something that any brand could try, even on a local level.

4. Ted Baker

Ted Baker came up with an interactive catalog or lookbook, using a 360-degree film experience. The video consists of various vignette scenes of a midcentury family in their home and neighborhood. The scenes are relatively minimal to really showcase the clothes. It went along with a series of commercial style videos with the hashtag #MeetTheBakers. Even if you don’t have the Ted Baker budget, anyone could use videos to showcase their clothes on the whole family and highlight how they could be worn in everyday, or fantasy, life.

5. DKNY

Examples of Great Fashion Marketing - DKNY

DKNY leveraged the power of hashtags and of having a brand consisting of four letters, in their #DKNYStateofMind campaign. That hashtag became popular among influencers, bloggers, and other content creators. In addition to launching a new line with this, they also utilized inspiring graphical messages, with the letters D, K, N, and Y highlighted. It showcased who they are as a brand, both in their clothes and their message.

6. Everlane

Examples of Great Fashion Marketing - Everlane

One of the challenges of selling fashion is helping buyers understand how a piece would work in their wardrobe. Just a single image in a catalog or on a sign may not be convincing enough. Everlane created an influencer marketing campaign where they asked fashion bloggers to create three looks with their jumpsuit. This helped potential buyers see the versatility of their product, as well as the different women wearing them. Everlane shared these on social media, but they also got coverage on blogger websites, such as The Golden Girl Blog. This was great for SEO and backlinks for Everlane.

7. Nike

examples of great fashion marketing - nike

Sometimes it’s about more than selling shoes. Fashion marketing can sometimes take up causes or philosophies greater than just the clothes they are selling. Even when ads take that approach, it’s about aspiration that is connected intrinsically to fashion. We wear what we wear to send some kind of message.

Nike has long had a history of memorable ads, starting with “Just Do It” and leading to their Colin Kaepernick “Believe in Something” campaign. This kind of fashion marketing doesn’t necessarily showcase the actual products, but they do get people talking, such as in this Forbes article. By taking a stand and creating a campaign around it, fashion brands can align themselves with a certain ambition or way of thinking that may convince consumers to buy and wear their products to align with that mission, too.

8. Lululemon

examples of great fashion marketing - lululemon

In a similar fashion (pun intended) to Nike’s stances, Lululemon has leveraged the community to build their brand. They talk about believing in what their athletic wear is capable of helping people do by living the life they want.

They use their social media platforms to create that community, sharing ideas and tips and allowing others to share their experiences through their ambassador program. In that vein, they use those platforms not just to share their clothes, but to share guidelines they expect from themselves and those in their community. It’s a way of leverage aspirational marketing, like Nike does, in a welcoming, inclusive manner.

9. Boden

Examples of Great Fashion Marketing - Boden

When it comes to fashion marketing, sometimes it’s about being there at the right time, with the right offering. In other words, keeping it simple can be some of the most effective fashion marketing. Here’s an example of a Boden Facebook post highlighting their swimsuits with beachy images. This ran in April just as spring is starting to warm and people are starting to dream about summer vacations and beach plans. Seeing this post in this season, with that discount incentive may have daydreamers clicking through.

10. Threadless

Examples of Great Fashion Marketing - Threadless

Social media campaigns are also a great way to tell your brand story. In fashion marketing, the story behind the products can be as important as the products themselves. Explain to consumers how products came to be, including the design process and the production. People want to know where their clothes and accessories come from and are intrigued by interesting stories. Threadless uses its social media posts to talk about its work with independent artists in creating unique product lines. People who are seeking a different look, and who also want to support independent artists, will resonate with that story.

11. Levi’s

Examples of Great Fashion Marketing - Threadless

We’ve talked about fashion marketing in regard to aspirations and bigger thinking as well as telling brand stories. Levi’s has built a campaign around its water-saving measures. They developed a trademark around their techniques called Water<Less™. They shared this story on their website and social media.

12. Kotn

Examples of Great Fashion Marketing - Kotn

Another way to leverage word-of-mouth marketing is to share reviews from customers. In a sponsored Facebook post, Kotn leveraged a review from a customer who talked about the company’s ethics and commitments to sustainability. They paired this review with an image of a product and a link to shop now. They also included their return policy, which is a great reminder for those who are shopping online and can’t try on.

13. Atlas Supply

Examples of Great Fashion Marketing - Atlas Supply

Getting consumers involved with a brand is a component of fashion marketing. Customers can grow loyal to certain fashion brands they believe in and with whose values they align, as we discussed above. Finding ways for customers to be involved in the whole process, from design to sales, is great to build that loyalty. Atlas Supply did this in an Instagram post where they asked followers to help them name their next product, in return for a free bag.

14. Tommy Hilfiger

Examples of Great Fashion Marketing - Tommy Hilfiger

Sometimes fashion marketing is about being cutting edge, not just in design and style, but in how you design and style. Tommy Hilfiger announced that they would be incorporating 3D design into their process to lean into digital opportunities and be more sustainable. To make more of a splash, they didn’t just start the process but announced that their spring 2022 line would be designed this way, giving fashion aficionados something to watch for.

15. ThredUP

Examples of Great Fashion Marketing - ThredUp

As discussed, engaging with your loyal customer base is a great way to share your message and get the word out about your brand. Allowing customers who love your brand to share that in their own way can bring authenticity to your fashion marketing, rather than just your speaking all the time. ThredUP has included sections in their YouTube channel where they share user-generated content.

Conclusion

Fashion marketing covers a wide range of brands, from the thrifty to the luxurious, but what they all have in common is the need to understand your target audience and why they wear what they wear.

E-commerce fashion marketing touches on everything from the actual products to aspirations and greater causes. Consumers can hear from loyal customers about what they love about your products, how they are made, what your brand stands for, and more.

Are you a fashion brand looking for help with your strategy? Our agency can help with everything from SEO to social and paid campaigns. Reach out if you want to hear more.

What new fashion marketing idea are you ready to try for your brand?

How to Leverage Testimonial Examples in Paid Campaigns

No matter how creative and convincing your marketing can get, when you are trying to sell to someone, they sense they are being sold to. Maybe they are primed for that sale and ready to buy, or maybe not.

On the flip side, someone telling a story about their experience with a brand and recommending it is a lot more convincing, especially when they aren’t paid to do it.

Testimonial examples can boost the social proof in your paid ad campaigns, adding authenticity to your online marketing. Adding recommendations from your customers or clients into your digital ads can help them stand out from the competition, stop people from scrolling by, and encourage users to click through to learn more about your brand.

Why Are Testimonial Examples Important in Paid Ad Campaigns?

There are many considerations when you are building paid ad campaigns: images, text on the images and in the copy, calls to action (CTAs), URL, click-through landing page, and more.

With all these constraints and necessities, you may be tempted to lean into the direct sell as you build your paid ad campaign. You may want to get to the heart of things and tell people why you are amazing and why they should buy (and where).

There are also a lot of reasons to slow down and think about incorporating testimonial examples into your paid ads.

Below are four reasons to incorporate customer reviews in your paid campaigns.

1. Testimonial Examples Improve Credibility

Whether your product works better than anyone else’s, or your prices just can’t be beaten, a skeptical customer is always going to wonder if it’s too good to be true when they see your ad. If they haven’t heard of you, they may wonder what you’re all about.

They might click to read more and explore, but maybe they’ll just assume you aren’t legit and keep scrolling past your ad.

Testimonial examples can change all that by adding credibility to your ad and your brand. Suddenly, there’s some proof you’re worth it.

2. Testimonial Examples Set the Stage for Great Customer Relationships

Customer service is a critical element for many buyers. In fact, Microsoft reports that as many as 90 percent of consumers consider customer service when thinking about working with a company.

It’s not just about a good product at a reasonable price; customers want to know they will be supported if they have questions about your product or service.

Testimonial examples give you a chance to share happy customers’ best experiences. They can speak to the customer service they interacted with or the overall experience working with your brand. This can help make potential customers feel more confident in their decision to use your brand.

3. Testimonial Examples Show Authenticity

People feel sold to all day and are always on the lookout for real authenticity. An Edelman report shows that nearly three-quarters of consumers actively try to avoid ads.

Testimonial examples give you the chance to tell real stories about real experiences. People love hearing stories, and when they feel connected to them, they may be more emotionally inclined to work with you.

4. Testimonial Examples Increase Conversions

While all the above reasons are great psychological reasons for using testimonials in your paid campaigns, at the end of the day, your marketing is about making more sales for your brand. Your paid ads should be designed to convert.

When people feel more confident about your offerings and feel an authentic connection with your brand, they are more likely to click through your ad and get to your landing page or website. From there, they are more likely to learn more and eventually make that sale. In fact, a VWO study found that using testimonials increased sales by 34 percent.

When it comes down to it, one of the best reasons to add testimonial examples to your ads is to make more sales.

How to Use Testimonial Examples in Paid Ads

Is it time to start incorporating testimonial examples into your paid ads? There are different ways to do this, but let’s talk about the high-level considerations for getting those testimonials into your ads.

1. Incorporate High-Quality Images

A photo of your product or people interacting with your product (with a quote incorporated in it) is a great way to get started with testimonials in your ads.

Make sure you use a high-quality image with a testimonial quote that is short and easy to read and grabs a buyer’s attention quickly. You want people to “get it” immediately.

Another way to use images to showcase your testimonials is a screenshot of reviews or star ratings from your website. Again, make sure you have the highest quality image you can so buyers don’t strain to read or struggle to understand what you’re trying to convey. Keep it simple.

More about this below, but remember to make sure you have legal rights to the reviews you are sharing. You can’t just go and copy them from anywhere without the consent of the reviewer.

2. Experiment With Different Formats

Testimonials from your happy customers can come in a lot of different formats. They might be text quotes, full case studies, or video testimonials.

As you build your marketing campaign funnel, you can experiment with different formats and integrate different types of testimonial examples throughout the various touchpoints of your ads.

For instance, you can use a simple, short quote in the images or text of your digital ads. That introductory text should really deliver a punch such as “This product changed my life” or “I couldn’t do my work without this service.”

You may want it to be pithy and draw the readers’ attention so they are interested in reading more.

You could also use video interviews or testimonials from customers or clients who love what you do. Even as these are more interactive and engaging, they should still be short and sweet, grabbing the viewers’ attention quickly.

3. Decide What Narrative You Want to Share

Carefully consider what kind of story you want your testimonial examples to share. Of course, they should be positive endorsements, but you will want to figure out the angle you want your testimonials to take.

They should be more nuanced than just “it’s a great product” or “you should buy it.”

Make sure your testimonial examples are framed around a compelling reason. Why is your product different from others? Why are your happy customers actually happy? Why would they want to tell others?

Imagine your customers talking to their best friends. What’s the reason they endorse your product? What brought it up in their conversation in the first place, and why are they excited to talk about it?

Especially if you decide to try some A/B testing or a variety of ad types to see what works best, building all your ads around a single narrative can help keep everything cohesive, improving the chances you connect with and convert your customers.

4. Make It Conversational

Testimonial examples in your ads can be a way to engage with your customers rather than just speaking at them. Keeping the tone of the ad approachable and conversational can add to the authentic nature of your message.

Maintaining a human touch is the key to this kind of message. Make sure it sounds like friends talking together, not a keynote presentation or a car salesperson.

One way to do this is to incorporate user-generated content, such as videos or photos. This kind of content brings honesty and a genuine feel to your ads.

Be careful to watch that narrative, as we discussed above, to ensure your message isn’t muddled. By setting those parameters for the message you are trying to convey, you can filter which user-generated content will be best for your paid ads.

5. Lead From the Ad to the Page

Keep the whole customer journey in mind as you put together your paid campaign using your testimonial examples. Remember that it’s not just about the ad; it’s about where they go next and what they will do once they get there.

You can use your ad to build intrigue and interest, then continue that story on the page you send them to.

Start with a short testimonial quote, an image of the customer sharing the testimonial, a quick video clip, or another snapshot that is going to get people interested.

Maybe it starts with a question such as, “How did this product change my life?” Perhaps it contains the first part of a testimonial and includes a CTA to tell the reader to click to hear the rest.

Your next step is to deliver. On the page, make sure you tell the next part in written text, graphics, a longer video, or a case study.

Don’t forget to make it easy to close the sale by including a buy link or another way to capture their information.

6. Don’t Overlook the Legalities

There are a lot of legal regulations surrounding how you use testimonials. This isn’t legal advice, and you should consult an attorney if you have specific questions. However, there are a few things to consider as you use testimonials in your ads.

  • Make sure you have permission from the people whose testimonials you are using. Don’t just cut and paste a great review you find out there.
  • Reach out and make sure the customer gives you written permission to use the review for marketing purposes. You can also include this information on your website or other places you are collecting reviews so customers aren’t surprised, but you should still get that permission.
  • Ensure your testimonials are accurate and typical for most buyers. In other words, don’t exaggerate or oversell using testimonials. Let’s be honest: this isn’t just about the legalities. It’s also the right thing to do. Your testimonials should be about honesty and authenticity.

2 Great Testimonial Examples

Are you still wondering what testimonial examples look like in a paid campaign? Here are a couple of examples to get you started:

Peet’s Coffee

testimonial examples - Peet's Coffee

Using a real review from a user of their coffee subscription services, this Peet’s Coffee Facebook ad catches your eye with its simplicity and the star bar.

It puts a positive review of the subscription service right in front of you. The review retains a bit of authenticity as well with the exclamations and random capitalizations. It isn’t “cleaned up,” so to speak.

The rest of the ad continues with specifics about the services and a quick video overview. Starting with the review, it draws you in to learn more about what makes Renee so happy.

Fabletics

testimonial examples - Fabletics

This Fabletics Facebook ad showcases a series of quick testimonial video snippets from happy wearers of their products. It’s instant proof these pants do what they’re advertised to do. They also show people actually wearing the pants, which is an added layer of authenticity.

You’ll notice the line on the bottom of the video that reminds people these people were compensated for the use of their reviews.

Conclusions

As you gather reviews from your customers, it may be time to start thinking about how you can incorporate them into your paid ad campaigns. Paid internet advertising can help you find your ideal audience and connect your brand with what your audience is looking for.

By setting up testimonial ads, you can bring social proof and realness to your brand, encouraging your audience to click to learn more and convert to customers.

Creating and maintaining your paid campaigns may be overwhelming to some. If that’s true for you, we can help. Our team of experts specializes in paid ads, as well as SEO and content marketing.

How will you be using testimonial examples in your next paid ad campaign?

15 Examples of Great Digital Food Advertisements

With over 660,000 restaurants operating in the U.S. alone, digital food advertisement is an incredibly competitive market.

To stand out, you need to combine humor, design, strategy, and user engagement, all while keeping your audience hungry.

What Makes Food Advertisements Unique?

Without creative marketing campaigns, the food industry could be pretty dull. Luckily, there are so many ways to bring food to life in digital food advertisements.

What makes food advertisements unique is their ability to turn the mundane into excitement.

A simple burger on a plate can become a narrative story about your favorite sports game.

In order to create unbeatable food advertisements, you need to focus on high-quality ingredients.

Here are a few things to keep in mind when creating a unique food advertisement:

  • Create visually stunning content
  • Use high-quality images
  • Keep the text on the ad short and sweet
  • Use video to capture your audience’s attention
  • Appeal to audience emotion with a story or nostalgia
  • Personify the food for a humorous touch
  • Get creative with your graphic designs
  • Stay on top of the latest trends

Great Food Advertisement Examples

Great food advertisements should make your mouth water, your belly growl, and your heart warm.

Paired with intelligent marketing strategies, these food advertisements will help you create high-converting PPC campaigns that bring your brand to the global stage.

Here are some of our top picks for digital food advertisements.

1. Jif Peanut Butter

Leveraging motion graphics in your digital food advertisement is a great way to catch the eye of your scrolling audience.

In this Jif Peanut Butter ad, a beating heart communicates the excitement and love that the world has come to feel for Jif. Branded in the signature Jif colors, it also delivers clear brand awareness and integrity. This is a big brand marketing lesson in a jar!

2. Goldfish

Staying up to date on trends, holidays, and seasons is a great way to deliver relevant food advertisements to your audience.

Also, adjusting your PPC campaigns seasonally will help you create important audience connections and let your followers know you’re paying attention.

In this Twitter ad, @GoldfishSmiles used narrative video to tell a classic St. Patrick’s Day tale of two little fish who drank a bit too much.

This food advertisement is funny, creative, quirky, and relatable. Plus, it’s short and sweet, which makes it perfect for your Twitter feed.

3. No Frills

No Frills is a Canadian supermarket chain that has made its name in recent years with humorous social media advertising.

No Frills is most known for its meme-worthy content, taking inspiration from the internet’s latest trends and delivering them in dead-pan content across their social channels.

In this No Frills Facebook ad, No Frills takes advantage of the popular “expectation versus reality” meme while also advertising their in-house pancake batter brand.

The result? A resounding audience laugh, hundreds of likes and comments, and a food advertisement win for this growing brand.

Food Advertisement Examples - No Frills

4. Clevr

Sometimes, all you need to create a high-quality food advertisement is a bit of color and simple movement.

In this Clevr food advertisement, the brand displays its Matcha Chai Latte and Chai Super Latte drinks.

Simple design, calming music, and pastel colors give the viewer a relaxing feel that evokes tranquility and calm.

Not only is the ad visually appealing, but it also offers diverse advertising usage. Clevr could easily use this food advertisement on a number of channels, from Twitter to Instagram and more.

5. Panera Bread

This Panera Bread Facebook ad leverages the thing we love most about food advertisements: the food!

Great Food Advertisement Examples - Panera Bread

With an immediate appeal to our most natural human emotion (hunger), this food advertisement sets the stage for our cravings. From there, high-quality, macaroni-and-cheese imagery delights the senses.

It’s so delectable, you can almost taste it.

Another great thing about this food advertisement is that it uses a call-to-action at the end of the ad. In this way, Panera guides its audience directly to its desired end goal of purchasing some of their delicious macaroni.

6. Five Guys

Five Guys is one of those brands that always keeps it real. They do a few things really well, namely burgers, fries, and milkshakes.

With this kind of established brand identity, Five Guys can lean on the quality of their products more often.

In this ad, they are showcasing one of their best-loved products: the burger bun. The ad shows an image of the bun warming up, just waiting to be ordered.

They also use a creative call-to-action at the bottom, urging viewers to find their nearest Five Guys shop. This is a great tactic for brands who have a widespread presence and are looking to make sales in multiple locations.

Using a bit of humor, an appeal to emotion, and a simple yet effective image, this Instagram ad reminds customers that Five Guys knows what they’re good at, and they deliver it every time.

Great Food Advertisement Examples - Five Guys

7. Burger King

Legacy fast-food chains have had to get creative in recent years in order to capture the hearts of millennial viewers.

Burger King knows millennials love nostalgia, and what better way to appeal to that emotion than by bringing back their legendary chicken fries.

In this Burger King Twitter ad, the brand relates its chicken fries to some of the most essential human traits. This appeal, although absurd, delivers the right dose of comedy to the ad.

In addition, the use of a custom graphic design is eye-catching and fun. The design ensures that any millennial scrolling down will stop and stare, remembering chicken fries from days past.

This campaign garnered features in HuffPost and Time magazine, alongside bringing 380 tweets per minute into the Burger King ecosystem. This is millennial marketing done right.

Great Food Advertisement Examples - Burger King

8. IHOP

There’s no doubt about it, IHOP is an American classic. When it was time for the brand to celebrate 60 years of successful business, they wanted to do it in style.

This IHOP Twitter ad uses music, design, and graphics to thank their loyal customers for 60 years of continued service.

The creative copy of the post offers comedic relief, stating that the brand has been operating “for 60 pancakin’ years.”

Also, they further entice viewers by hinting at a surprise announcement only available on a certain date. This use of a deadline to encourage conversions is a great way to maintain audience engagement over time.

This food advertisement immediately piqued the attention of IHOP’s viewers, bringing in more than 43,000 retweets.

What was the big reveal? We’ll let you visit the IHOP Twitter page to find out.

9. Taco Bell

Emojis are part of the modern lexicon. Every day, the online world is full of these fun, little pictures that help us communicate over text.

Although emoji are always evolving, users often complain their favorite images aren’t available in emoji.

Taco Bell decided to flip this idea on its head and in 2015, they began petitioning for a taco emoji to be included in the emoji dictionary.

Not only did Taco Bell create a legendary advertising campaign, but they started a petition to lobby emoji creators, Unicode Consortium, for their cause.

The result? We now have a taco emoji.

This food advertisement campaign was one part passion and two parts humor, resulting in one of the most memorable creative marketing campaigns of the decade.

10. HelloFresh

User-generated content is a great asset to your marketing strategy.

In this HelloFresh story ad, a human voice is heard listing off the benefits of the meal-delivery service in an honest and human way.

The quality of the video is less than what we would expect from a well-known company like HelloFresh, but it adds to the honest nature of the post.

By using social proof, HelloFresh manages to show its audience that its product is legitimate and trustworthy.

11. Publix

One of the easiest ways to appeal to audience emotion is to connect your product to a well-loved pastime.

Publix knows America loves football. They also know no football game is complete without friends, drinks, and food.

This Publix Facebook Ad ran in the Southern U.S. during football season. It targeted southern users who were known to enjoy football and were ages 21+.

If you were planning your weekend with a tailgate party and you saw this ad, it would immediately remind you to stock up on your favorite beer and snacks at your local Publix. This is emotional targeting at its finest.

Great Food Advertisement Examples - Publix

12. Wendy’s

Another great paid advertising tactic is to offer a deal or use a coupon strategy.

In this Wendy’s Instagram ad, the brand uses a creative flatlay to promote their 4 for $4 summer deal.

This ad is effective because it creates a story for the viewer. Once you see this image, you can immediately picture yourself sitting poolside with a cheap meal, enjoying your best summertime life.

Wendy’s manages to promote their sale, appeal to emotion, and create a narrative, all with a few pieces of cardstock paper and a chicken burger. That’s impressive!

Great Food Advertisement Examples - Wendy's

13. Dunkin’

When creating digital food advertisements, it’s important to leverage every tool available to you.

When you advertise using paid social, there are so many ways to get creative, encourage audience interaction, and show off your products at the same time.

Take this Dunkin’ food advertisement as an example. Dunkin’ is promoting their iconic donut fries.

To build hype around the release, they created an interactive Instagram story using the poll feature. This allowed their audience to vote on what they liked better: donuts or fries.

(Spoiler, the correct answer is donut fries).

While A/B testing these ads, Dunkin Donuts found that stories with a poll had a 20% lower cost per view than those without.

Not only was this a creative way to boost user engagement, but the brand gathered important data to inform their future campaigns.

Great Food Advertisement Examples - Dunkin'

14. Dr. Pepper

Beverages and food go hand in hand. There’s nothing like a cold Dr. Pepper alongside your favorite meal.

Dr. Pepper wanted to capitalize on the way their customers pair their drinks with other foods.

In this Diet Dr. Pepper advertisement, the brand uses fun motion graphics and design to show all of the different snack foods and meals that go well with the popular drink.

The use of music in the ad also adds a fun, youthful element to the viewing experience.

The end result? Viewers are both thirsty, hungry, and looking forward to cracking open their next Dr. Pepper.

15. Mochi Foods

Mochi Foods is a gluten-free, Hawaiian food maker that creates pancake mixes, breads, waffles, and more which use rice flour instead of wheat.

In this fun Mochi Foods social media ad, they show viewers what they can create with one pack of Mochi Food mix.

This ad is a great example of showcasing a product in action. Although a bag of Mochi Food mix might seem a bit boring, the product takes on new life once we see how it can be transformed into a delicious stack of fresh pancakes.

This ad can be used on a variety of platforms, which makes it diverse and multifaceted.

After watching it, you’re immediately hungry, which is the sign of an effective food advertisement.

Conclusion

To create successful digital food advertisements you need to come up with unique campaign ideas and maintain a cohesive brand image.

It’s also important to harness your social media marketing tactics across all channels, appeal to your audience’s emotions, leverage storytelling, and showcase your products in action are great ways to create food advertisements that stand out.

Because the food advertising marketing is so saturated, it may be hard to develop a paid ad strategy that actually gets you noticed. If you’re struggling to create or find success with your paid ads, our agency is here to help!

What tactics do you use when creating great food advertisements?

10 Small Business Examples of the Best Instagram Bios

Instagram is extremely popular. The image-heavy platform is the fifth most-used social media network in the world, with over 1.2 billion users. If you don’t have a presence on Instagram, you’re missing out on building an audience and increasing your sales. To get the most out of Instagram, you should create a solid Instagram bio …

The post 10 Small Business Examples of the Best Instagram Bios first appeared on Online Web Store Site.

10 Small Business Examples of the Best Instagram Bios

Instagram is extremely popular. The image-heavy platform is the fifth most-used social media network in the world, with over 1.2 billion users.

If you don’t have a presence on Instagram, you’re missing out on building an audience and increasing your sales.

To get the most out of Instagram, you should create a solid Instagram bio so users can get a clear, concise idea of who you are, what you’re about, and, most importantly, what you can offer them.

Here are ten of the best Instagram bios for small businesses and explain why they’re excellent. We’ll also include tips for crafting a strong bio and what must-haves to include on your company account.

10 of the Best Instagram Bios for Small Businesses

Here are several small-business Instagram bios that hit the mark and why. We’ve also included takeaways you can use for your own company.

1. Ellevest

best Instagram bios - ellevest instagram page bio

Ellevest is a digital investing platform. CEO Sallie Lee Krawcheck co-founded the company to empower women to take greater control over their financial future.

Why This Instagram Bio Is Great

The Ellevest Instagram bio works because it clearly states who the business is for (by women, for women), the industry it’s in (financial services), and the type of business model it uses (membership-based). This gives the reader a good idea of the target audience and what they’ll achieve through the service.

The company also includes a Linktree link in its bio, a platform allowing you to showcase additional links to content you want to share with your followers. This link points users to multiple brand blog posts and membership webpages.

You can borrow this for your own small business. After all, a Linktree link isn’t just a content-sharing opportunity: You can walk people directly to your landing pages via Instagram, cutting through the noise so they can more easily buy from you.

2. Pura Vida Bracelets

best instagram bios - pure vida

Pura Vida, which translates to “Pure Life,” is more than just a bracelet retailer. The company has a community of over 800 artisans in countries such as Costa Rica, El Salvador, and India who earn money crafting homemade jewelry.

Why This Instagram Bio Is Great

First off, the Pura Vida Bracelets Instagram bio is structured with various emojis, which saves space and gives off a fun vibe. “Fun” works here because the company features tons of colorful images of smiling people modeling the products—it’s on-brand.

Second, the emojis-as-bullet-points help clearly state the bio’s main areas of focus, particularly “FREE SHIPPING.” This is good for small businesses to highlight, especially if your main competitors don’t offer it.

Lastly, the branded hashtag, #PuraVidaBracelets, is a nice touch. Small-business retailers should consider implementing a personalized hashtag as a way to social-listen and reshare UGC across social while getting their brands’ names out there.

3. The Freckled Hen Farmhouse

best instagram bios - the freckled hen farmhouse

Created by lifestyle blogger Natalie Freeman and her husband Luke, The Freckled Hen Farmhouse is both a brick-and-mortar and online shopping destination. This general store has everything from home goods to local products to garden supplies.

Why This Instagram Bio Is Great

The Freckled Hen Farmhouse Instagram bio doesn’t cater to one audience over the other. Instead, it caters to both in-person and online shoppers.

The bio includes its store hours, local delivery options, and phone number. Additionally, the company plugs its rental cottage in the bio, adding more opportunities for loyal customers to spend money on the brand. Finally, it includes a Linktree link leading to its store website, newsletter sign-up page, and seasonal and year-round category pages.

If you’re a small business with an online and offline space, it’s a smart idea to speak to all your customers in your Instagram bio.

4. Lush Cosmetics

best instagram bios - lushcosmetics

Lush is a values-driven brand. Founded in London, the cosmetics company prides itself on fresh products, no unnecessary ingredients, and cruelty-free testing.

Why This Instagram Bio Is Great

Unlike our other examples, the Lush Cosmetics Instagram bio keeps it short and sweet, saying, “We’re creating a cosmetics revolution to save the planet,” followed by two emojis, its branded hashtag, and a Linktree link.

The message is direct, and words and phrases like “revolution” and “save the planet” feel bold and exciting coming from a makeup brand. Similarly, small brands can, and should, experiment with how they describe their company, as long as it feels relevant—otherwise, it will come off as confusing, or worse, inauthentic.

This bio is a good reminder, too, that just because you have more space doesn’t mean you need to use it. That in itself is a departure from jam-packed bios and even a bit surprising. Our brains like novelty, so don’t be afraid to do things a little differently for your business.

5. Later

best Instagram bios - later instagram page bio

Later is a leading Instagram marketing platform. The company boasts millions of users, and social media professionals, brands, and influencers can use the tool to manage content across Instagram, Pinterest, and even TikTok.

Why This Instagram Bio Is Great

There are a lot of things working for the Later Instagram bio. First, the company does a great job expanding the copy beyond its name to better reach users on the platform who may be looking for this type of service (social marketing platform).

By improving its Instagram SEO with relevant keywords, the brand increases its chances of being found. Plus, “Later” is a common word, so it’s good to add more context for searchers.

Next, the company states it’s the “#1 Marketing Platform for Instagram.” Piggy-backing off SEO, this is good to market to potential users.

Small businesses can optimize their bios with applicable keywords and feature brag-worthy accomplishments to get readers’ attention.

6. ALOHA

best Instagram bios - aloha instagram page bio

ALOHA produces USDA organic, vegan, and gluten-free protein powders, drinks, and foods. The brand shares plenty of recipes and UGC on its site and social media platforms.

Why This Instagram Bio Is Great

Taking a page out of Later’s book, the ALOHA Instagram bio asserts the company as its industry’s leader. While the brand keeps the copy to a minimum, it focuses on the keywords its customers care about, like “organic” and “plant-based.”

ALOHA also changed its profile picture to showcase it was named a Certified B Corporation. These companies must meet strict social and environmental standards, among others. If your small business has a prestigious distinction or won a big award, it’s worth highlighting it in this space.

7. Lokal

best Instagram bios - lokal hotel instagram page bio

A husband-and-wife duo created the Lokal Hotel after dreaming up ways they could improve the Airbnbs where they’d stayed and the hospitality experience in general. This home-away-from-home brand offers hyper-local lodging in the Philadelphia and Southern New Jersey regions.

Why This Instagram Bio Is Great

The Lokal Hotel Instagram bio covers a lot of ground. It includes a specific category, “boutique hotels | cabins” instead of just “hotel,” so those seeking this particular experience can find it, and expands on this with “apartment suites & homes.”

On top of the location and branded hashtag, the bio points out the Linktree where guests can book their stay, sign up for its newsletter, and more.

Other small businesses, especially those in this space, can take a few cues from this bio. By keeping all this information centralized, you could keep potential guests engaged and on your page longer.

8. GOODEE

best Instagram bios - goodee instagram page bio

GOODEE is a top online marketplace. Designers and entrepreneurs Byron and Dexter Peart founded the company to curate brands that not only looked good but sparked good too. As such, they only work with artisans who prioritize positive environmental or social impact.

Why This Instagram Bio Is Great

The GOODEE Instagram bio lays out what the business is (a curated marketplace) and its focus (good design meets good purpose). Like ALOHA, pointing to the company’s B Corp designation and 1% for the Planet certification aligns with its mission and signals to consumers what’s important to the business.

This is both sincere and savvy: 72 percent of U.S. consumers believe it’s important “to buy from companies that reflect their values,” according to Retail TouchPoints.

So, if your small business is values-driven, don’t shy away from including that in your marketing and messaging. After all, the customers you seek are also seeking you.

9. Rumpl

best Instagram bios - rumpl instagram page bio

Rumpl operates in the outdoor-industry space and helps keep campers and adventurers warm. After a successful Kickstarter launch, the company continues to grow and expand its inventory.

Why This Instagram Bio Is Great

There’s beauty in the simplicity of the Rumpl Instagram bio. It mentions its best-known item—blankets— and gives a brief, relatable description of the materials in them. The company also mentions its “Shark Tank” appearance and includes a branded hashtag and link to a current giveaway.

Instagram contests are popular and can help accelerate your brand growth. This is especially true if you partner with another company and can leverage each other’s audiences. It’s something your small business should consider (and then promote in your Instagram bio, of course!).

10. Letterfolk

best Instagram bios - letterfolk instagram page bio

This home-decor biz produces letter boards, tile sets, paper goods, and more. A married couple founded Letterfolk, and the company has developed a big following thanks to its thoughtfully designed products and national press hits.

Why This Instagram Bio Is Great

Instead of using the company’s Instagram bio to direct followers to use certain hashtags, Letterfolk invites its followers to check them out, saying, “See LF products in the wild,” followed by relevant hashtags. Using this hashtag, consumers can view how other people use and display their products. By making this tweak, it feels more community-oriented right away.

Another notable distinction: It’s stated in the bio that Joanna and Johnny are not only a husband-and-wife team but also a small business.

Since some shoppers specifically look to buy from smaller companies, this is an excellent way to get in front of potential shoppers. If you don’t call-out your small-biz standing in your bio, consider adding it and see if there’s an increase in engagement.

5 Tips for Creating the Best Instagram Bio for Your Small Business

Now that you’ve seen examples of some of the best Instagram bios for businesses, let’s recap the top ways to make yours stand out.

1. Use Creative Elements

Some brands add emojis to the mix in their Instagram bios. Aside from highlighting your brand’s personality, these icons can help influence readability. This could help your messaging stand out. So, you might want to try cutting back on copy and increasing white space by including emojis.

Brands can also change up font styles in their Instagram bios. This adds variety. However, be careful to make sure the script is readable, and don’t overuse it.

2. Show Your Brand’s Personality

You want to capture your brand’s personality in your Instagram bio. Experiment with copy, emojis, and other creative ways to show it off.

Don’t be afraid to play around a bit and have fun with your followers, either. Drizly’s Instagram bio comes to mind:

best Instagram bios - drizly instagram page bio

Be careful not to mistake “social media” as an excuse to depart from your familiar brand voice, though. For example, a hospital using laughing emojis in its bio wouldn’t be a fit—and might even make patients nervous! Alternatively, seeing emojis on the BarkBox Instagram bio feels completely in-line with the company’s fun reputation.

Bottom line: Know your brand and know your audience.

3. Share User-Generated Content

You don’t need to develop a campaign to create a hashtag—though it doesn’t hurt. Creating a hashtag unique to your small business is a good way to create brand awareness and help build your community.

Craft a hashtag that includes your company name or captures your ethos. For instance, if you think #JustDoIt, chances are, your brain goes to Nike.

From there, you can encourage your customers to include your hashtag in their social posts and reshare that user-generated content (UGC) on your channels.

You can also repurpose UGC for stories and other content. Incentivize users to share posts with your hashtag for discounts, contests, or just the opportunity of possibly featuring them on your platforms.

4. Clearly State Your Brand’s Purpose

You only have so many characters to work with in your Instagram bio. Use this space to clearly state what your small company does and be direct in your ask. For example:

  • Do you want to build a community? Include your branded hashtag and ask followers to use it.
  • Are you looking for newsletter subscribers? Include a link in your bio.
  • Are you looking to increase sales? Add a Linktree pointing to multiple product pages so users can find what they’re looking for.

Whatever your goal, be clear about it.

5. Include Links, Hashtags, and More

You have a hard stop when it comes to characters within the bio itself. However, there are options to expand on more details about your business and even cross-promote your other companies or personal pages. Consider including the following:

  • intentional calls to action (CTAs)
  • Instagram handles for your other related brands
  • your location and hours of operation if you own a physical store
  • your contact information
  • your branded hashtag
  • links to current promotions or contests
  • a Linktree (or similar) link leading readers to other content

Conclusion

The best Instagram bios authentically match your brand and serves your users.

Checking out the bios of the pages we’ve listed can help you get a feel for what’s working across the board. Also, see what your competitors are doing, and don’t be afraid to experiment with different formats.

Social media is an important aspect of digital marketing. Our agency can help if you are having trouble developing a social media strategy. We also offer assistance with content marketing and SEO.

Once you’ve polished your page, Instagram can be a powerful marketing tool for your business. So don’t skimp on putting the work into it.

What do you like about your favorite brands’ Instagram bios?

10 E-Commerce Examples of the Best Instagram Bios

If you run an e-Commerce brand, there’s a good chance you have an Instagram account. How much time do you spend on your Instagram bio, though? You probably spend far more time crafting great-looking posts and engaging stories. 

How long should E-commcerce companies spend writing their best Instagram bios? 

It’s important to have an excellent bio since it’s one of the first things a user sees when they visit your Instagram profile. Often, however, it’s often an afterthought for brands that care more about their posts than their profile as a whole. 

That’s a mistake. Bios aren’t user’s first impressions of your brand and set the tone of the whole account. Your brand’s bio needs to grab the user’s attention and get your core USPs across as quickly as possible. 

Doing so is far from easy, however. That’s why I’ve drawn up a list of 10 of the best Instagram bios so you can see how it’s done. 

10 Best Instagram Bios for E-commerce Businesses

When in doubt, I find it best to look at what’s working for the top brands in the industry. As they say, good artists copy, great artists steal. 

Below, I’ve compiled some of the best ecommerce Instagram bios out there right now and highlighted what makes them so effective.

1. BarkBox

Instagram bios- barkbox example

BarkBox is a monthly subscription box of dog treats and toys serving over one million dogs across the country. You knew that already, though, from their very descriptive Instagram bio. 

That’s one of the reasons this bio is so good. Even if you’ve never heard of BarkBox before, you know exactly what they sell as soon as you read the first line. 

That’s not the only reason I love it. BarkBox also does a great job of pointing consumers to other profiles they might like. Parent company Bark gets a shoutout, as does Super Chewer, the company’s extra tough toys. It’s topped off by a hashtag that shows users how they can get involved by posting their own content. 

2. MVMT

Best Instagram Bios for E- commerce Businesses - MVMT

MVMT sells premium yet affordable, American watches, sunglasses, and other accessories. They have a big Instagram following, and for a good reason. Not only do the brand’s posts look cool, but almost all of them are shoppable with the click of a button. 

MVMT begins its bio with an emotive call to action that sums up what the brand stands for. Like BarkBox, MVMT uses hashtags to encourage audience engagement and point users to a sister brand. Most important of all is the call to action at the end of the bio, which tells users about their brand new watch range. 

3. Pela Case

Best Instagram Bios for Ecommerce Businesses - Supply

Pela Case makes the world’s first compostable phone case, along with several other accessories like sunglasses, watch straps, and AirPod cases. 

Sustainability is key for this brand, and they use the globe and seedling emojis to make that point very clear. They also use emojis to highlight their CTA link as well as bullet points to give the bio a clear layout. 

The succinct way that Pela sum up their USPs also makes this bio stand out. The most important facts about the brand are made clear in the first two lines. If that weren’t enough, they also update the bio regularly. In the screenshot above, for instance, they’ve got an International Women’s Day-related CTA. 

4. Supply

Best Instagram Bios for E-commerce Businesses - Supply

Supply is a razor and grooming company that was featured on Shark Tank. Humor is the order of the day for Supply. Their bio lists a series of real-life reviews by well-known organizations and ends with a self-deprecating one-liner that shows the brand doesn’t take itself too seriously. 

Supply doesn’t stop there, however. Their CTA also uses humor and intrigue to increase the likelihood that users click on their URL significantly. This brand knows their target audience loves this kind of humor, and they execute it perfectly. 

5. Who Gives a Crap

Best Instagram Bios for Ecommerce Businesses - Who Gives a Crap

Who Gives a Crap sells bamboo and recycled toilet paper. It also donates 50 percent of its profits to improve sanitation in the developing world. 

Who Gives a Crap is another brand that uses emojis to grab user’s attention and structure their bio. In doing so, they’re able to get across a huge amount of information in a small space. You know what they do, why they do it, and the product’s USPs. You even know where they ship, too. It’s not even a struggle to read it!

6. Brooklinen

Best Instagram Bios for Ecommerce Businesses - Brooklinen

Brooklinen is a DTC brand selling luxury bedding. They put comfort and quality before everything else and that shines through in their stylish bio and account. 

At first glance, Brooklinen’s bio may not look particularly special. There are no emojis, for instance, but that’s because they aren’t on brand. Instead, there is a very specific call to action, which is to visit their store in person. 

This is what makes Brooklinen’s Instagram bio so good, in my opinion. While other brands focus on driving you to their online store, they show they aren’t just an ecommerce store—you can see their products in person, too. 

7. Haus Laboratories

Best Instagram Bios for E-commerce Businesses - Haus Laboratories

Haus Laboratories is the beauty brand from Lady Gaga and that’s not something they hide in their Instagram bio. That’s a good thing since it’s probably the brand’s biggest selling point. 

Next, the brand sends a powerful and emotive message to readers, showing they aren’t just a faceless make-up brand. Finally, they use emoji to capture Lady Gaga’s tone of voice and point users in the direction of their CTA. A Gaga-reat job all around.

8. MeUndies

Best Instagram Bios for Ecommerce Businesses - MeUndies

MeUndies sells what they claim to be the most comfortable underwear in the world. Their branding is fun, bold, and colorful, and they make a point of getting that across in their Instagram bio. 

A clever pun in the first line gets the bio off to a great start and is quickly followed up by a cheeky peach emoji. The heart emoji is in an on-brand color and highlights the fact that a new design is on sale (a common feature of MeUndies). If that weren’t enough, another emoji points users in the direction of the CTA link where users can shop. Peachy. 

9. The Sill

Best Instagram Bios for Ecommerce Businesses - The Sill

The Sill sends indoor potted plants directly to your door. Their offering is all about making your home look great and their branding reflects the elegance plants can add to your home. 

Their Instagram bio drives that brand promise home in the first line. Selling “the best looking plants on the internet” is a bold claim, but it’s the kind of claim that will make users spend time browsing their posts to find out. That’s a win right there.

The Sill also uses a hashtag to let consumers browse user-generated content for added social proof and uses an emoji to break up the copy. A beautiful job all around. 

10. American Giant

Best Instagram Bios for Ecommerce Businesses - MeUndies

American Giant is an American clothing brand that aims to make better clothes right here in the U.S.A. This belief in making better quality products, with better materials, and better techniques is one of its core USPs.

No wonder their tagline is mentioned in the very first line of the bio. They reinforce that tagline with a crystal clear message about making high-quality clothing in the U.S. and back that up with an American flag emoji, in case there was any doubt. 

The bio is topped off with call-to-action encouraging users to create their own content with the brand’s hashtag and a link to their store. 

How to Create the Best Instagram Bio for Your Ecommerce Business

You’ve seen how the biggest brands in the industry do it; now it’s time to create your own. Here are a few tips to help you get it right. 

1. Include a Call to Action

Is it a piece of marketing material if it doesn’t have a call to action? I don’t think so, and your Instagram bio definitely is one. 

Instagram followers shouldn’t land on your profile and ask “now what?” Instead, give them a clear and obvious action to take. It’s even more important on Instagram because your bio is the only place in your profile where you can place an outbound link. Don’t waste it!

Calls to action for E-ommerce brands could be to visit your store, shop your profile or sign up for your email list. You don’t have to stop at one CTA, either. You could recommend users follow your sister brand’s account (like BarkBox), visit your store (Brooklinen), or get in touch with support (The Sill). 

2. Incorporate a Brand Hashtag

Hashtags are a great way to encourage user-generated content (UGC).  Encouraging UGC should be one of your top goals on Instagram. User posts featuring your products are great at generating buzz and providing much-needed social proof. 

Adding a hashtag also gives consumers a way to quickly search your own and other users’ posts about your brand, which is great for users who aren’t familiar with who you are and what you sell. 

2. Be Creative

Trust me, when you look at dozens of Instagram profiles a day, the creative ones really shine through. The more your bio stands out from the crowd, the more likely users are to stick around, view your posts, and maybe even hit follow. 

It could be how you layout your profile, what you say, how you say it, or the emojis you use. While you should definitely learn lessons from the brands above, please don’t copy them completely. Forge your own path. 3.

3. Show Your Brand’s Personality

One of the best ways to be creative is to let your brand’s personality shine through in your bio. You’ve worked hard to develop your brand’s unique tone of voice, so make sure you use it when crafting your copy. 

It won’t just give new users insight into the kind of brand you are, it will make regular customers feel at home. 

4. Be Concise

You only have 150 characters to work within an Instagram bio, so brevity is essential. Don’t waste time explaining who you are. That’s what your name and profile image are for. The focus should be on the what and the why. 

You need to explain what sets you apart from competitors and what your brand stands for if you want users to hit follow. If it’s not obvious to users, they won’t waste time trying to work you out. 

6. Make It Readable

While you may not have many characters to use in your Instagram bio, you do have plenty of space to play with. Make sure you use it. 

Rather than write two or three sentences in a row (however witty or concise they are), try adding line breaks or emojis into your bio to make it as easy to read as possible.

A bullet point list of short, punchy sentences is much easier to read. Don’t forget to prioritize your layout for mobile devices, either. Very few people, if any, will be looking at your Instagram page on a laptop or desktop computer. 

7. Use Emojis

Emojis are a great hack to make your bio both readable and concise. They may not say one thousand words, but they can save a few dozen characters when used well. 

They are also a great way to break up your copy and help users see what your brand is about. 

Emojis don’t work for every brand, however, especially if you sell serious or business-orientated products. Even brands that don’t rely on humor (like American Giant) can use specific emojis in a subtle way. 

8. Add Keywords

I can feel you raising your eyebrows about using keywords on Instagram, but hear me out. While your profile name and handle help people to find you, Instagram will also use what you write in your bio to determine what your page is about. 

That makes it essential to have your most important keywords in there somewhere. Look at BarkBox, as an example. They have “toys, treats, and chews” in their bio for that reason. Pela Case has “compostable phone case” too.  

The good news is if you create a succinct and concise bio, you’ve probably included keywords already. If not, pick the one or two that are most important and include them in your first line. 

Conclusion

Instagram is probably the most valuable social media platform for E-commerce brands, but bios are regularly left as an afterthought.

Not your brand, though.  

You’ve seen some of the best Instagram bios and understand what features make their bios stand apart from the rest. Now it’s time to craft your own powerful bio that captures users’ attention and directs them to your store. 

Be concise, show your brand’s personality, and don’t forget to include a clear call to action. 

If you need help for developing your social media strategy (and content marketing and SEO), reach out. We can help you!

What steps are you going to take to improve your Instagram bio?

15 Examples of Successful Banner Advertising

967225_15ExamplesofSuccessfulBannerAdvertising_021621

Banner advertising is everywhere. So prolific on so many pages of the internet you probably visit regularly, you may hardly notice them. 

Which is kind of the point. 

Banner ads are a type of paid ad designed to sit seamlessly on the top, sides, or bottom of a website. In many cases, they fit so well they look right at home. Of course, their actual purpose is to drive you to click. 

Let’s cover what banner advertising is, how to create them, and then explore examples of successful banner ads. 

What Is Banner Advertising?

Banner advertising consists of placing a designed ad on another website. As the name implies, the ad is a banner shape, a long rectangle, either horizontal or vertical. Banner ads are usually at the top or bottom of a website or vertically along the side of a website, next to the main content. 

Banner ads have been around since the dawn of the internet, allowing website owners to sell ad space, much like a billboard or bulletin board owner would. 

While some website owners sell ads directly, most contract with advertising services, like Google AdSense, that create the ads, decide how much to charge, and then display them on your website. 

What Makes an Advertising Banner Successful?

Before digging into creating a successful banner ad, we need to talk about what banner ads do.   There are two primary goals for banner advertising: impressions and clicks. 

Impressions refer to how many people actually see your banner. While these people may not actually click over to your website, impressions help increase brand awareness. 

With click-throughs, your goal is to get people to click through to your website or to a landing page. You may generate leads, capture email sign-ups, make sales, or other specific engagement goals. In this case, you will be tracking how many clicks you get on your ads. 

You might also be thinking about retargeting. Retargeting helps you target someone who already visited your website or engaged with you in some way. You can think about these people as a sort of warm lead. 

They interacted with your brand at some point, and this is your chance to draw them back in. For this purpose, you’ll be interested in both impressions and clicks, as you make people more aware of your brand and entice them back to your website. 

What Elements Help Increase Impressions or Clicks? 

The best banner advertising is the one that draws attention to itself. 

Keep in mind the person visiting the website came for a specific reason. Maybe they are scrolling through their favorite news site or looking up a new recipe. 

Whatever their purpose, your goal is to capture their attention and draw them away.

That’s a tall order. Here are a few elements that can help you get there faster. 

Visual Elements That Fit in, but Stand Out

When it comes to the colors and visuals you choose for your banner ad, think about the modern styles of the websites your ad may be on. While you can’t match everyone, you can use design styles that will fit in well with modern websites and will feel at home. 

Lean toward the eye-catching and bold. You want to be attractive but not overt. 

Bold Text, but Not Too Much

This is your time to make a statement, not write a novel. Don’t try to tell viewers everything there is to know about your brand. 

Instead, choose one item or concept you are selling and focus on that message. Get creative, but keep it simple. 

Relevant Images

Images are a great way to draw people in, but they need to be very related to the message you’re sharing. If you’re selling a product, the clearest picture of that product is your best bet. If you’re conveying a message or emotion, people or animals or even landscapes can be evocative, but just as with the text, keep it simple and clear. 

Strong Call to Action

What do you want them to do next? Use the call to action to tell them. The shorter, the better. Make it obvious how they can learn more or take the next step. Words like “Shop,” “Buy,” or “Find out how” let people know exactly where they’re going if they click on your ad. 

How to Create Banner Ads

To create a banner ad, you first need to choose a display network, such as Google Ads. You’ll work with them to create your ad, with the relevant link, and choose parameters, such as how much you want to pay per click, etc. 

They will distribute to relevant websites, and you will pay them. They will also share data on how well your ad is performing. Learn more about Google Display Ads here. 

To create the image for your ads, you’ll need to find out the size dimensions from the display network you are working with. Then you can either design on your own or use a template, such as those provided by Canva. 

Upload your image into your campaign within your display network, and be on your way. 

Real-Life Examples of Successful Banner Advertising

Want to see what others are doing before you start designing your own? Here are 15 real-world examples of banner advertising. 

Let’s talk about what makes them work and how you can emulate some of these elements in your own advertising banners.  

Ashley Homestore Successful Banner Ad

ashley successful banner advertising

They have a clear message here. You can trust their products to be stylish and affordable and make your living space feel like home, they argue. With an evocative image and a clear call to action, you know exactly what to do next if you want that experience. 

Also, the neutral color palette makes it ideal for a range of website placements. 

Nutrisystem Successful Banner Ad

nutrisystem successful banner advertising

Nutrisystem is betting on the idea that you’ll find that price point alluring. They’ve made it really bold so that even when your eyes are looking at something else on the page, you can’t miss the “$249” message. 

The other really bold items are the yellow jacket on the smiling woman and the orange “Shop Sale” button, which implies you’ve got a limited time to act. 

Visible Successful Banner Ad

There is a bit too much text on this ad, but the bold text grabs you with a big promise. The bright blue background and white text makes it stand out on the page. The “Learn more” button is clear and enticing.  

Chicwish Successful Banner Ad

Banner Advertising - Chicwish Successful Banner Ad

This looks like two ads in one, giving viewers two chances to click and learn more. On the left, Chicwish showcases some of their popular items and some selling features, such as free shipping and easy returns. 

On the right, there’s a precise text message about how you really only need a few items to have an ample wardrobe. Either way, you’re encouraged to click and start shopping. 

Outskirts Successful Banner Ad

Banner Advertising - Outskirts Successful Banner Ad

The neutral color palette makes this ad at home on a range of websites. They used the two font colors to highlight what they are really about—making books. On the other side of the ad, Outskirts highlights what makes them stand out from their competitors. The call to action is clear, but creative. 

Square Successful Banner Ad

Banner Advertising - Square Successful Banner Ad

True to their own branding, this banner ad from Square is simple and almost monochromatic. The text is clear, with a blue call to action that really stands out. 

The picture showcases their product in a real-life environment. While the product is the primary object, there are other items in the photo that draw your eyes in. 

discovery+ Successful Banner Ad

discovery successful banner advertising

With this discovery+ banner ad, the offer is clear. The message is simple and creative, encouraging people to give a subscription instead of buying one for themselves. The ad stands out with a bright, on-theme color palette. 

IT Cosmetics Successful Banner Ad

it successful banner advertising

In this IT Cosmetics banner ad, the product takes the spotlight. This is a prime example of staying focused on one product. The text and the photo highlight the selling points, while the call to action invites the viewer to learn more about it.

Nike Successful Banner Ad

nike successful Banner Ad

Here’s another example of a banner ad that focuses on a single product to entice viewers. Without a lot of background visuals, the shoe takes all attention. As you’re scrolling through, you can quickly see the details. The text makes an enticing claim, to learn more about these new shoes. The call to action is simple and clear.

AARP Successful Banner Ad

aarp successful Banner Ad

This AARP banner advertising is a GIF, flashing through several program benefits. The bright red color reflects their brand and stands out on many websites. The evocative photo remains the same, and the call to action at the end is paired with a compelling discount. 

Pottery Barn Kids Successful Banner Ad

Pottery Barn Kids Successful Banner Ad

Here’s another example of GIF banner advertising. This Pottery Barn Kids ad keeps the branding and message the same while switching between two photos. The photos showcase several products in this category.

By focusing on the partnership between two brands, it keeps both brands clear, with an obvious call to action right in the middle. 

American Eagle Successful Banner Ad

AE successful banner advertising example

This American Eagle banner ad is all about keeping it simple. With very little text, only the brand name and a short call to action, all the focus is on the models and the clothes. It also keeps the color palette united by using similar tones for the clothing and landscape. 

The Ridge Successful Banner Ad

ridge successful banner advertising example

This banner advertising does more than just show off the product. It also attracts attention with a side-by-side of the competition. The copy explains what makes this wallet different and then provides a simple call to action. The colors are neutral, making it at-home almost anywhere.

Planet Fitness Successful Banner Ad

planet fitness successful banner advertising example

The bright purple and yellow colors make this ad from Planet Fitness hard to miss. The text is bold with big promises of sales prices and benefits of membership. The call to action is clear on the bottom, and even the branded image on the top has an active tone. 

VRBO Successful Banner Ad

vrbo successful banner advertising example

This banner advertising started with several pictures then landed on this image, which persisted until the viewer scrolled away. The light text on a dark background made the whole image stand out on the website, and the text pops. The creative call to action is enticing. 

Conclusion

Growing your brand is no easy task. As you consider different marketing strategies, don’t forget tried and true options like banner advertising. 

Get creative and focus on what your target market is looking for, their pain points, and make sure to keep your message clear. 

These strategies will help you overcome banner blindness, which can occur when internet users see too much of the same visual noise again and again. Keep it fresh and keep them clicking. 

What kinds of successful banner advertising have you seen out there?

The post 15 Examples of Successful Banner Advertising appeared first on Neil Patel.

8 Tips For Creating a More Effective Case Study – With Examples

tips for creating a great case study

Case studies go beyond simple testimonials by providing real-life examples of how your brand satisfied your customer’s needs and helped them accomplish their goals.

An in-depth case study helps you highlight your successes in a way that will help your ideal potential customer become your next customer. They help you show rather than tell prospective customers how you can help them reach their goals.

But, creating a solid case study can be a challenge. Today, I’ll provide actionable tips to help you write a case study, provide background information, and identify key metrics that will help your case study drive conversions.

1. Write About Someone Your Ideal Customer Can Relate To

Do you know who your ideal customer is? If it’s someone in the education industry, then make your case studies about your university customers. If it’s someone in the automobile industry, then make your case studies about auto parts and accessories manufacturers.

The goal is to ensure that your case study will show prospective customers that you are:

  • Comfortable in their industry.
  • Undertand their industry’s specific needs.
  • Know how to give their industry targeted results.

Think about it on a smaller level, such as when you’re reading a how-to blog post. Most of of these posts are geared toward average readers.

But when you come across a post designed specifically for your needs (such as online marketing for the healthcare industry), you are more likely to understand and apply the information.

The same goes with case studies – people who read about results in their industry will feel like the same approach will work for them.

2. Tell the Story from Start to Finish

Storytelling is a powerful marketing strategy. A great case study will allow someone to really get to know the customer in the case study including:

  • Who is the sample customer and what do they do?
  • What were the customer’s goals?
  • What were the customer’s needs?
  • How did you satisfy those needs and help the customer meet their goals?

But don’t stop a month or two out. Follow up with the customer in the case study and update your case study a few months down the road to show how your solutions continue to provide long term benefits.

This gives readers the opportunity to see that your goal is not only to help with immediate needs, but also to ensure long term results.

3. Make Your Case Study Easy to Read

No one likes to read one huge chunk of text, no matter how interesting and informative it might be. Case studies, like blog posts, should be scannable and easy to read.

Be sure to use good content formatting elements as you would with articles, blog posts, and copywriting on your website, including:

  • Headers
  • Images
  • Bulleted lists
  • Bolded & italicized text

In addition to providing great SEO value for your case studies page, these formatting elements will help your readers (especially those that like to skim) find the most important parts of your case study and get a great impression about what your business could do for them.

Consider adding multi-media elements in addition to written content, such as videos, PDFs, and images to mix it up and make the content more engaging.

4. Include Real Numbers

Have you ever read case studies where a business states they “doubled traffic” for the customer in their case study and wondered if that meant they went from 100 to 200 visits or 10,000 to 20,000 visits?

Avoid using broad statements by using clear, direct numbers. This makes your case study more believable and helps build trust in your brand.

You want your case study to be as precise as possible. Instead of saying you doubled their traffic, provide specific, accurate numbers and (if possible) real proof in the form of charts, graphs, or analytics data.

better case studies include graphs and charts

Remember that not everyone is as familiar with analtyics technology as you are, so highlight the most importnat pieces of data and provide context to why it matters.

better case studies show proof

This way, the reader can see where the customer began and where the customer ended up with your help.

Plus having the picture proof can help the reader envision exactly what you might do for them, making your case study that much more powerful.

5. Talk About Specific Strategies in Your Case Study

So you doubled a website’s traffic or sales, right? How did you do it? This is where you sell your products or services simply by saying which ones you used and how they led to the desired result.

Don’t just say “our online marketing services led to these results.” Instead, say something like, ” A three-month social media campaign focusing on Facebook & YouTube and five-month of link building campaign led to an increase in rankings, plus brand exposure led to these results.”

Don’t worry about giving away your secrets — the goal is to establish your brand as an industry leader and you need to show you know your stuff.

6. Try Different Content Formats

Case studies do not have to be fit into a story form every time. Try different types of case studies, such as an interview format where you have your clients answer the same questions mentioned earlier about what they do, their needs, their goals, and how you met them.

Quoting your customer in their own words will make the case study even more relatable to your ideal customer than you telling the story.

Infographics, webinars, and even podcasts can also be used to highlight case studies. Don’t get stuck in the same old text-only format — get creative and see what type of content your users respond to.

Here’s a case study example from Venngage that uses a brochure-style case study to highlight how Vortex was able to grow conversion. (Notice the results section that highlights specific gains.)

case study research example

7. Appeal to Different Types of Learners

While some people enjoy reading, others may prefer audio, video, or visual representation of your case study. So consider taking your text-based case studies and re-purposing the content as:

The bonus with YouTube videos and infographics is that they are easy to share. This means that your case study may go further than just your own site, leading to more of your potential customers finding out how they could benefit from your products or services.

Case studies can also be embeded in other types of content — such as an ebook, how-to blog post, or resource guide.

8. Make Your Case Studies Easy to Find

What’s the point of having great case studies if no one will ever read them? Be sure that your case studies are organized and easy to find.

Here’s a few examples of good case studies that are easy to find — and therefore, much more powerful.

Amazon Web Services

AWS provides case studies right on their homepage. They also make it easy to look for an-industry specific case study in manufacturing, financial services, fitness, and more.

Drupal

Drupal provides case studies right in their hero image. Users considering using their solution don’t have to look far at all to see how other brands are finding success with Drupal.

drupal case study example for retail

Conclusion

A great case study starts with case study research. Ask your customers to fill out a short form that highlights how you helped them reach their goals — be sure to ask for specific results.

Explain how the case study will help them by increasing brand awareness and link opportunities. Remember, a highly effective case study helps both you and your client build trust and reach a wider audience.

Have any case study best practice tips or examples of case studies you have enjoyed? Please share them in the comments!

The post 8 Tips For Creating a More Effective Case Study – With Examples appeared first on Neil Patel.

12 Best Landing Page Examples

Let me ask you a question…

Would you rather have a beautiful website or a website your customers love?

From a business perspective, you shouldn’t go for either.

Your answer must be 100% I want a high-converting website.

Because if people buy, then they both like it and you can safely and predictably scale your business.

Many people get in the trap of creating designs they like while their perfect client avatar is so much different than what they would imagine.

And that can be easily noticed when you click on ads you see on social media.

You might like the ad itself but most times the landing page on the other side is not what you want to see.

The connection between your traffic and your landing page is called an accurate message to market fit.

You want your message to perfectly fit your market so you can start with a winning funnel that’s only bound to go up from there.

Because if you mess up there, you would be optimizing and tweaking little components that will barely get you to break even.

But if you nail your message you would be getting customers left and right without even knowing why or how they came to you.

It’s your most powerful weapon and most businesses do it completely wrong.

So to help you out and guarantee your immediate success, we’ll be going over the best 12 landing page examples that you should use to scale your business.

We’ll go over each one’s strengths and weaknesses while making sure you find one that fits your exact business.

After this post, you’ll be able to come up with high-converting landing pages like magic.

But before we do that, we must go over…

What Makes a Great Landing Page

That question solely depends on your needs.

So let me ask you a couple of questions that will help you clear your mind and think in the right direction.

#1 What do you want to accomplish with your landing page?

Your most common options are:

  • Getting people to opt-in in exchange for Free value on a subject
  • Directly selling a low-ticket product like a book or a mini-course
  • Free Trial offer for a monthly service or software
  • Free + Shipping offer where you count on upsells to make a profit

You’ve got to know exactly what offer you want to present in your landing page before creating it.

And of course, there are other offers you can make but the idea here is to clarify what is the one that you want to use for your business.

If you’re not sure, there would be multiple examples further down the post.

Now for the next question, you need to ask yourself…

#2 Are you committed to this project or are you just trying out an offer?

Building a high-converting landing page is not an overnight hustle.

You might find yourself optimizing a non-profitable landing page for months before it starts generating real returns.

And if you’re not ready for that, then I recommend you quit before you even start.

Yes, you can get a lucky shot and hit a homerun from your first try but counting on it is delusional.

Be ready for the long game so you catch the long-term gains that are so much sweeter than the momentary satisfaction.

And for the final question…

#3 What’s your budget?

Before you begin designing your high-converting landing page, you need to prepare a solid budget.

You can’t expect everything to go smoothly throughout the process.

Problems are going to occur and most times the easiest and fastest way to solve them is to pay someone who is an expert in the field.

That can be a developer, a Funnel designer/builder, an Ad specialist, or a CRO consultant.

Either way, you should be ready to pay someone to do it right so you don’t face the same problems over and over.

In marketing and life, there’s a rule of thumb that suggests you should finish your work and then let someone else judge it.

Obviously, for landing pages, the way is to run some ads and see if the traffic converts.

If it does, you raise your ad budget and try to scale.

If it doesn’t convert initially then you should let a professional take a look at it.

And even if you already hired someone to build it for you, don’t expect him to help you here.

Yes, he can optimize your page but you’ve got to keep in mind that people have an emotional attachment to their work.

That’s why you need a third party to help you out.

And especially when it comes to optimizing a landing page for conversions, you must consider the idea of hiring an agency.

Big marketing agencies nowadays have had hundreds if not thousands of clients who had been in your exact situation.

That’s why hiring a marketing agency to help you increase your conversion is the best bet.

And talking about CRO (conversion rate optimization) there’s no better choice than NP Digital.

It is simply the best marketing agency for both SEO and CRO.

If you’re at the stage where you want to optimize your existing landing page but you don’t know exactly how to do it…

Then you should book a quick call with a professional where you’ll unravel the secret conversion optimization methods your business needs.

And now for the main event…

The Best 12 Landing Page Examples

These are the 12 Best Landing Page Examples we could find.

We’ll be judging them for conversions, offer, design, and customer experience.

#1 Get Response

Get Response is an example of a simple yet interactive landing page example.

You can see the Get Response team are bold as they’re the only software in the industry that uses an interactive headline.

The yellow sign you see on the image below changes between the words growing, leads, and sales.

That makes it for a great attention-grabbing headline that just makes you read on.

Also, they use a friendly, positive face which is something we don’t see very often in business that is not centered around a personal brand.

That of course is not a bad thing. It automatically builds trust and makes it easier for people to sign up for their software.

#2 Slack

Slack is always on the top of its game when it comes to landing pages.

They are constantly optimizing for conversions and that’s the best way to find your winning landing page.

Their current one is once again, extremely interactive, has a big eye-popping headline, and also shows how easy it is to use the software with a quick 5-second giff.

Straight from the get-go, you can see they value customer satisfaction and if you’re still not sure, scrolling down will lead to non-stop credibility and results that prove their authority in the marketplace.

#3 Intercom

Intercom’s main objective on this landing page is to get you to opt-in with your email.

Keeping it to email only is a great way to increase your opt-in rate.

A big, positive headline that puts you in the right state of mind to act now.

The images they use perfectly represent the headline’s main USP.

You can see an overall friendly environment and you just have to opt-in if you got to this page.

#4 Lyft

Lyft has been riding up the charts in the past years and their website, landing page, and their overall online funnel is not lacking behind.

They focus on attracting new drivers that want to control their own life.

And promising your employees freedom while working for you is the best way to snap the best candidates from your competitors.

We know Lyft has used multiple landing pages in the past but their current one shows real professionalism.

Once again, we see a giant, attention-grabbing headline. This time with a question to anticipate curiosity and thought process in their prospects.

And check out the button “APPLY TO DRIVE”. It implies that it’s not 100% sure you’ll be able to get the position.

Making it so your clients have to compete to get a hold of your attention makes it so they try harder in the job itself.

#5 Zoho

Zoho’s landing page is a great example of a more complicated but still extremely powerful messaging.

They use more text than the average software in the industry but that’s not necessarily bad.

For their specific case, they need to convert the prospect to begin a free trial which automatically builds tension in a prospect because he knows it will come a time he’d have to pay.

And converting someone to pay is way harder than just getting their email.

That’s why using more text in their messaging makes it for a powerful copywriting punch that maximizes free-trial registrations.

#6 Squarespace

Squarespace tops the list for the least amount of text in their landing page design.

At first, you may think that is not enough to convert someone.

But once you see that they’re a website builder you can see how the design and the quick and powerful messaging are all you need to sign-up.

They know their prospects mainly struggle with complicated codes and want to show a safe space where they can relax and drag and drop their winning website design.

#7 ActiveCampaign

ActiveCampaign solely focuses on showing you how their software brings the best customer experience possible.

And if you’re a business owner, you both want to be treated well and want to help your customers in tough times.

Their headline hits 2 birds with one stone and once again there’s no useless text or design.

Everything leads to the big green button and you starting your free trial.

#8 Hubspot

Hubspot is one more CRM that tops out the list today.

They, just like ActiveCampaign, show you that using their software will both help you and your customers feel better throughout the process.

Knowing that their ideal customer’s main objection is that learning a whole new CRM from scratch might be hard, tedious, and maybe even impossible, helps them narrow their message straight to the point.

#9 Shopify Plus

Shopify is one of the most well-known platforms in today’s online space and they know it.

As they’ve been rapidly growing throughout the years, they’ve been able to test out multiple landing page designs to find one that converts.

And the Shopify Plus’s landing page shows for it. 

Their main goal is to book a consultation call with their prospects which takes more than just a couple of words.

They have the budget to shoot professional videos for all of their products and services which helps transfer valuable information to their prospects in the fastest possible way — video.

Down below you see powerful credibility and if you take the time to watch the video, you’re most likely going to book a call with them.

Videos are a deadly weapon in the right business’s hands and Shopify proves that here and pretty much with anything they do.

#10 Webflow

Webflow shows the insights of the software immediately when you land on their landing page.

You can see instant credibility from big websites that have used their services and also you can begin for free.

That breaks any tension the prospect might have.

On top of that, you can see that their software is similar to Photoshop.

So if you’ve ever used Adobe’s products, you immediately know this work will be a piece of cake for you.

#11 ClickFunnels

ClickFunnels uses its software to convert you for a free trial.

And even if you have any skepticism you can play around with the funnel pages and buttons to see the responsiveness of nowadays funnels.

You can see that they use more text than the average website/funnel builder.

But once again they’re trying to convert people to start a 14-day free trial which is not an easy task.

They also use powerful videos that sell directly to their ideal customers.

And the best part is the analytics they’ve slapped on their landing page.

It’s a bold and powerful move if done correctly.

The way these analytics are crafted makes it so they are constantly being updated and it’s not just 100K+ users as you might see on other platforms.

ClickFunnels values its customer’s success stories and is always there to record each result.

It’s one of the harder landing page designs to pull off but if you do it, your conversions will skyrocket.

#12 Conversion Lab

Conversion Lab has been using this landing page design for years now.

We’ve noticed they split test different button CTA-s like book a call, get a free consult, and many more.

Keeping their Founder on the main page of the website builds a long-term relationship many businesses nowadays miss out on.

They clearly state their services through their persuasive headline and even if you’re not ready to book a consultation call with them, a pop-up will appear collecting your email.

Email follow-up is a great way to ensure that a high percentage of prospects that land on your website will end up booking a call with you.

That is all for our list today.

To conclude what you need to know when building your landing page…

  • Find what your best customers struggle the most with and then directly destroy this objection with a short and punchy headline.
  • Use credibility and videos if possible.
  • Know your goals — Is it to get their email, phone, ook a call, start a free/paid trial, or something else?
  • Clear and easy to follow Call to Action

And always, always optimize in the process.

You can NOT be perfect from day one. Every business on this list tests their pages dozens if not hundreds of times before concluding a winner.

And even then, they still optimize.

Have you tried building a landing page before? How’d it go — did it convert well and what were your biggest breakthroughs when doing it?

The post 12 Best Landing Page Examples appeared first on Neil Patel.

The 4 Ps of Marketing: A Step-by-Step Guide (With Examples)

The 4 Ps of marketing…

You’ve probably heard about them from a friend, a textbook, or even at school.

I know it sounds like a boring topic that’s common sense, but there is more to it than meets the eye.

And no, it’s not just for large companies… the smaller you are, the more important for you it is to leverage the 4 Ps.

So before we dive into it, let’s first break down what they are…

What are the 4 Ps of marketing?

The 4 Ps of marketing is a famous concept that summarizes the 4 basic pillars of any marketing strategy: product, price, place, and promotion.

It sounds simple and it really is (the harder part is implementing it, which we will get into later).

The idea behind the theory is that if you implement them, you will generate more sales. But sadly nothing is that easy. :/

4 ps of marketing visualization

The origin of the concept, also known as marketing mix, goes back to 1960 when McCarthy introduced it in his book Basic Marketing: A Managerial Approach.

I know that’s ages ago, but it is just as valid today.

Let’s dive into each P…

Product

The product is what the company sells.

It might be a product like a soft drink in the beverage industry or dresses in a clothing store. Or these days it may even be software like Ubersuggest.

Ubersuggest

It could also be services, such as consulting or a paid speaking gig or even a therapy session.

In short, the product is everything that is made available to the consumer.

In the 4 Ps strategy, defining this means understanding what your offer needs in order to stand apart from competitors and win over customers.

In other words, what makes your product so great or unique? Because if you don’t stand out it’s going to be hard to thrive.

For example, you may know about my product Ubersuggest, but you probably already know about a handful of my competitors?

So what’s the big thing that makes my product stand out from everyone else?

I don’t focus on features… I don’t have 100s of reports… instead, I focus on usability. My goal is to make Ubersuggest really easy to use, especially if you are new to marketing.

On the flip side, my competitors focus on ad agencies and really advanced marketers. I built something for a different target market, even though I am in a crowded market place.

How to create an amazing product that your customers love

I want you to do something simple… go to Hotjar, signup for a free account, and run a poll. Just like the one below.

poll

I’ve been running polls for a while now, but if you are starting off I would ask open-ended questions like:

  • What’s the biggest problem I can help you solve? (This will give you an idea on what your product needs to do)
  • What’s your favorite marketing product and why? (You’ll want to replace the word “marketing” with whatever industry you are in… this question gives you an idea about who your competition is and what they are doing right)
  • Why did you come here today? (This will tell you why people come to your site and what they are looking for)
  • How can we make our product better? (This is great if you already have a product up as you will get real feedback)
  • What don’t you like about COMPETITOR ABC? (Replace competitor ABC with your competition’s name… this question tells you where there is an opportunity)

I want you to pay special attention to the last question. It really helps you identify how you can differentiate yourself from the competition.

Now, before you go and build a product (or make yours better if you already have one), don’t invest too much time and money without getting feedback.

For example, if I were to add a new feature to Ubersuggest, I wouldn’t just build it. I would get it designed, show you first, get feedback, and then adjust from there.

That way I won’t waste months’ worth of time building a product you don’t want to use.

Price

Price is simple, it refers to how much you charge for your product (or service).

And although it’s simple to understand, it’s really hard to come up with the “right” price. The one that doesn’t just drive the most amount of sales but also drives the most profit.

The real question is, how do you want to be perceived?

Amazon wants to be the place where you can get the best-valued products from A to Z. And of course, delivered at a fast pace so it’s convenient for you.

My buddies’ company, Imperia Caviar offers high-end caviar at low prices. He’s able to get the same caviar that big brands charge thousands of dollars.

caviar

You would think that by having a cheap price he is cheapening his brand, but instead, he is bringing transparency to the market and educating people on how caviar isn’t really expensive… it’s actually just a marketing ploy.

I take a similar approach to Ubersuggest. I don’t think marketing software and education should be so expensive. So I give a lot away for free or super cheap.

Do you think that has cheapened my brand or hurt it? Well, let’s look at the data:

trends

I guess not. 🙂

But on the flip side, would Ferrari be Ferrari if their cars were selling for $10,000? Probably not.

How to pick the right price for your product

By no means am I a pricing expert so I don’t want to tell you what to price your product at. But I will tell you to read the Price Intelligently blog. Those guys know to price like the back of their hand and they have dozens of articles that will teach you exactly how to price your product.

It’s important to think about pricing, especially if you are in a crowded space. My rule of thumb is: If you are in a new space or already a leader, you can charge a premium amount.

On the flip side, if your space is saturated and you are late to the market, you’ll want to consider having a cheaper price (if not the cheapest price).

Some questions you should ask yourself are:

  • What would be the lowest price you are willing to sell your product?
  • What would be the highest price that consumers would be willing to pay?
  • How sensitive to price are your customers?
  • What prices do current leaders in your niche charge?
  • How does your price compare to the competition?

Place

“Place” is another word for location.

As they say in marketing, it’s all about the… location, location, location.

I once ran a tech conference in Los Angeles called Twiistup.

twiistup

It was a cool event with LA vibes and celebrities. I didn’t create the event, I bought it out years ago.

But you know what? It failed.

It wasn’t because the event wasn’t good, it was more so that I moved it to a terrible location.

I moved it from Santa Monica, which is the heart of the Los Angeles tech scene, to the valley, which is an hour drive from where all the tech companies are located.

In other words… location, location, location.

You have to pick a location where your customers are. Don’t expect them to come to you, you have to go to them.

How to pick the right place

The web is this virtual world. And although the location (place) may seem irrelevant, it really isn’t.

Just think of it this way… if I put my company all over Tiktok, what do you think would happen?

Well, I wouldn’t generate any new clients for my ad agency because none of my ideal customers are on Tiktok.

tiktok

Do you think a bunch of 16 to 24-year-olds are looking for marketing services? If we offered services where we helped you get more social followers, sure… but we don’t offer that.

Think of the platforms and places your ideal customers are and be there.

That could be a specific site like Google or even an offline venue like conferences. Don’t try to bring your customers to you, go to where your customers are… it’s much easier.

Here are some simple questions to ask yourself so you can find the right place.

  • Where is your customer?
  • Which outlets (online and offline) sell your product?
  • Which distribution channels are currently working for you?
  • Do you sell directly to businesses or consumers?
  • Do you sell directly to your end customer or do you have to go through middlemen?
  • Where are your competitors?

The customer should always be at the center of your decision, but it’s important to also include aspects of the other Ps that we discussed.

Promotion

My favorite P… and the one I tend to blog about the most.

Promotion!

Once you’ve optimized the previous 3 Ps, it’s time to promote your offer.

And to be clear, when I talk about promotion I am not just talking about getting your brand out there… I am talking about generating revenue.

What’s the point of promotion if you can’t drive sales?

But with all of the channels out there on the web, which ones do you start with first?

Well, I want you to go here and put in your competitor’s URL.

traffic analyzer

If they are big, you’ll see data on how much traffic they are generating… which keywords they rank for on Google… the sites that link to them and talk about them… and even how many social shares they are generating.

If they are small, you won’t see any data. You’ll have to put in a bigger competitor.

Another site that you should use is Similar Web. Put in your competitor’s URL and you’ll see tons of data on how they promote themselves.

similarweb

What’s cool about the web today, versus when I first got into online marketing, is that there are tons of tools that make your life easy. So use them to your advantage. 😉

How do you promote well?

I want you to start off by asking yourself the following questions:

  • Which channels does your audience use the most to consume information?
  • What kind of message tends to be more effective when promoting your solutions?
  • What is the ideal period for promoting your product?
  • Is there any concern about seasonality?
  • How do your competitors plan and carry out their promotion?

Again, you can use the tools I mentioned above to get a jump start. Another thing I would highly recommend is that you look at Facebook’s ad library.

fb ad library

It will show you the ads that your competition runs and, more importantly, the messaging that they use.

Now, I won’t bore you to death about promotion tips as I already have tons of blog posts on that. But I would start off with these:

Conclusion

The 4 Ps of marketing may seem boring, but they are essential.

Without them, how are you going to differentiate yourself from the competition? It really is important to stand out.

No one cares for another me-too company. We all want something unique, special… something we resonate with.

And how do you get that? You leverage the 4 Ps.

How are you leveraging the 4 Ps of marketing?

The post The 4 Ps of Marketing: A Step-by-Step Guide (With Examples) appeared first on Neil Patel.