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Google has launched a new version of its analytics platform called Google Analytics 4 (GA4).
According to Google, GA4 is better for companies and users because it:
Is focused on privacy and built to last.Uses intelligent machine learning to “unearth insights about the customer journey across platforms and devices.”Offers “enhanced, seamless integrations with Google’s advertising platforms to optimize campaign performance and drive greater marketing ROI.”
The most significant change will be the way Google tracks and ingests data. Where data collection previously used “hits” such as page hits, event hits, eCommerce hits, and social interaction hits, GA4 uses events, where each user interaction can be captured as an event.
Events-based data collection allows for two key improvements to the site analytics platform:
Better conversion tracking. Because you can track each interaction as an event, those events can be used more effectively to chart out the user journey and determine the path to conversion across each channel. It can even include conversions from YouTube. This can help you better assess the cumulative impact of your various marketing efforts.Better understanding of the consumer life cycle. Event-based tracking allows for more customer-centric measurement and analysis, capturing the full user experience rather than segmented user experiences across individual devices or mediums. This allows for better tracking across users’ entire life cycles, from acquisition to conversion to retention.
Google will sunset the current version of its analytics platform, known as Universal Analytics (UA). Eventually, it—and the data you’ve collected with it—will be completely unavailable to users on Google.
Your UA properties will stop collecting new data on July 1, 2023. Initially, you will be able to access site data collected through June 30, 2023, for an additional six months. However, after that, Google will no longer make UA site data accessible.
(Note that Google’s 360 Universal Analytics will stop collecting new data on October 1, 2023.)
Unfortunately, none of the data from your existing UA account—including all traffic and customizations—will be transferable to your new account, as of the publication of this piece. While it’s possible that this may change or that there may eventually be some exceptions, it’s safer to work under the assumption that no data or custom settings will automatically transfer.
On October 1, 2023, GA4 will be the only way to access your website’s data using Google Analytics. What’s more, your available data in GA4 will go back only as far as when you configured your GA4 account.
So if you set up your GA4 account on June 14, 2022, you likely won’t have your first full day of data in GA4 until approximately June 16, 2022. And after UA data becomes inaccessible on October 1, 2023, your site data in Google Analytics will start on June 16, 2022.
Prior to October 1, 2023, you can download your historical UA data. It’s unlikely that you’ll be able to export everything you might need. And, even if you could, it would be too much data to actually be able to use.
So, carefully consider which reports will be most helpful to have on hand, and include your most regularly used data, relevant time frames, various daily, weekly, and monthly breakouts, segments, etc. Think ahead to the historical data you’ll want to look at in a month, a quarter, or a year from now and how you can export UA data in a way that will be usable in the future.
Since GA4 takes a different approach to data collection and provides a range of new services, the platform’s reporting capabilities will look different.
The format of the many reports you currently use has likely changed. In some cases, Google may have moved or altered reports or report settings. In other cases, there may be no analogous features in the Google Analytics 4 property.
The upside is that there are new customization features that allow you to recreate some of the standard UA reports that you’re used to working with and create your own reports from scratch.
As of October 1, 2023, you will only be able to view your website’s data in GA4. Since UA data will eventually become inaccessible and cannot be migrated, the day you set up GA4 will be the first day of data that you’ll have access to once UA is out of the picture—as explained in the June 14 example above.
The timing is especially important because if you set up your GA4 account after June 30, 2022, come July 1, 2023, you won’t have a full year’s worth of data in GA4 before UA stops collecting data. If your first day of complete data collection is August 15, 2022, you won’t be able to conduct YoY analysis until August 15, 2023.
The good news is that you can have UA and GA4 capturing site data simultaneously, so you’ll be able to maintain full usage of UA and your customization while also collecting and familiarizing yourself with GA4.
The process for adding GA4 to your site should be straightforward. In your UA account, you’ll see a prompt to start the setup, which will help you through it. It’ll provide a snippet of code, similar to what is currently on your site that lets UA function properly that you or your webmaster can add to the header of your site to ensure the data gets populated into GA4.
Before Google sunsets UA, download all of your appropriate historical data. Take time to determine your long-term data needs and what is worth carrying over.
Run a full audit of all your UA customizations outside of your downloadable data. Ensure you have a record of each component, including custom events, custom segments, conversion tracking and metrics customizations, any custom filters, acquisition channels, reports, charts, user permissions, etc., because these cannot currently be transferred over automatically.
Because you can configure these customizations in GA4 after you’ve integrated the GA4 tracking code on your site, it’s worthwhile taking some time to reconsider your objectives for your customizations.
Have your marketing and analytics team members consider whether you are making the best use of the data you’ve been collecting so far. Is there anything you’re not tracking or could be tracking more effectively? Does the data come together to tell a holistic story about your consumer’s experience with your site? And does that data help inform site optimizations?
The transition to GA4 is a great time to reevaluate the answers to these questions and change how you track engagement with your site.
Be sure to double-check any limits on customizations and align your plans accordingly.
For additional support and recommendations on this topic, check out Google’s articles about how they’ve improved acquisition reporting, review the events they automatically begin to track when you set up GA4, and custom reports ideas for how they recommend capturing and visualizing the conversion funnel.
Here’s a recap of the important dates related to GA4 set up and UA sunsetting as well as the implications of the shift on your site data.
As of the date when this was written, Conductor does not yet support GA4 properties. However, we’re on it! Conductor is actively working on development to support GA4 integrations well before Google sunsets support for Universal Analytics.
In the meantime, keep your UA account live to keep your integration with Conductor active. You can and should have UA and GA4 implemented on your site at the same time. Beside maintaining the integration, it will give you time to set up your customizations in GA4 while allowing UA to continue capturing data in your current setup, including any custom conversions and revenue tracking.
Our R&D team is currently building a way to ingest GA4 analytics data via the Analytics Data API v1. GA4 properties do not have Views, and Segments are currently not supported by API v1, but users can overcome these by applying filters in GA4. Soon you’ll be able to see:
Organic pageviewsOrganic sessionsOrganic usersOrganic trafficPaid trafficConversions (once you have them set up in GA4)Engagement rate (New)Bounce rate is not calculated by default, but it could be set up as a custom metric.Historical dataCustomers will still have access to some of their historical UA data in Conductor that has already been ingested into the platform.Since the dimensions and metric calculations differ across UA and GA4, it’s not possible to backfill a GA4 property with historical data from a UA property. The team is exploring options to provide the most value with historical data to our customers.
The Conductor team recommends setting up your GA4 properties in addition to your UA properties as soon as possible. This would give you ~12 months of historical GA4 data once UA is deprecated.
We will update this post as new information emerges and share notifications within the platform and over email to support integration needs.
Reach out to your customer success representative for additional information and recommendations on how to get buy-in from your organization about the transition and setting up your GA4 account.
Check out and save this infographic for a compact and shareable summary of the key GA4 updates:
Stay tuned for our monthly 30|30 Webinars with Pat Reinhart where he covers the latest SEO and organic marketing updates, trends, and insights from the last 30 days. He first addressed this GA4 change back in April and will continue to provide updates relevant to website tracking and account management as they become available.
UA is going away, but keep it up and running for the time being.Implement GA4 ASAP, so it can capture data alongside UA.No data will be transferred or merged between UA and GA4. Therefore, update GA4 settings to reflect your custom needs, including custom events, conversions, and revenue tracking.By July 1, 2023, UA will no longer collect new data. But historical data will still be accessible until October 1, 2023.By September 30, 2023, make sure you’ve downloaded your relevant site traffic from UA.By October 1, 2023, UA data will no longer be accessible and all site data will be available solely by GA4. The first date that GA4 collected data will be the earliest historical data that you have access to in the analytics platform.
The post What You Need to Know About GA4 and What to Do About It appeared first on Conductor Spotlight.
A goal is only as useful as the thoughtfulness of creating it.
Like many overused marketing terms and cliches, a “goal” can become an overbearing or meaningless word or purposeless objective.
Employers may hand them down without fully understanding the feasibility of accomplishment. Employees may feel pressured to meet assigned goals, realistic or unrealistic, without a plan for how to reach them.
Those who’ve worked in SEO for even a short time know that’s not how it works.
Especially in enterprise organizations.
While it can be challenging to determine the full impact of one’s SEO efforts, there are multiple KPIs and productive methods of tracking the effect of optimizations.
The most useful method of creating meaningful goals is applying the SMART framework to your KPIs.
You can apply the SMART framework to any goal, company, or business. But for SEO, there are particular considerations to include in your goal-building process.
SMART stands for Specific, Measurable, Actionable, Realistic (or Relevant), and Timely (or Time-bound).
When creating any goal, ensure that those five dimensions apply to your goal.
As part of the goal-setting process, ask yourself each of these questions:
What specifically is it that you plan to measure?Do you have a way to measure the KPI?Can you make an actionable impact on this KPI?Is the specific item you’re aiming to improve realistically changing based on your actions? Is it relevant to your company objectives?In what timeframe do you estimate showing your efforts’ impact on the KPI?
Go through these and only proceed to the next question if you can determine a reasonable answer to each.
Once you’ve answered each question, transform your findings into a definitive statement. And there you have it.
The five principles of SMART can be applied to any business, company, or client.
But when creating SMART goals specifically for SEO, here’s how you should think about applying each to your goal-building process.
The purpose of SMART goals is to demonstrate the impact of specific marketing efforts, or in this case, your search and site optimizations.
Ultimately, you want to prove that your optimizations increased your business’ or client’s objectives and goals
Therefore, start the set-up of each SMART goal by choosing one particular KPI.
Limiting each goal to one KPI helps ensure the accuracy of the remaining four qualifications of SMART.
That way, you can demonstrate how your search optimizations support your company or client’s marketing conversion funnel.
Top of marketing funnel (Awareness)
Total impressionsPage 1 search volumeClicks from search enginesCTR from search enginesUsers from searchPageviews from searchOn-page conversions from search trafficEarnings from search traffic
Bottom of marketing funnel (Conversion)
However, there are two reasons to avoid those types of metrics.
They can drastically fluctuate in unrelated ways to your efforts, and more importantly, they don’t directly tie to the bigger picture business goals of traffic and conversions.
So your presence on Page 1 is a huge indicator of the organic traffic you may be able to drive.
Similarly, conversions and earnings from search are particularly powerful KPIs to include in your goals as they help prove SEO and Content Marketing ROI, both critical determinants of marketing success.
Overall, it’s essential to ensure that our goals are crystal-clear and connected to our business objectives so everyone from the boardroom to the marketing department understands what success looks like.
Fortunately, most SEO metrics are easy enough to track, as long as you have the right platforms, tools, and/or software set up to ingest your data:
Website analytics, traffic, and acquisition sources can be tracked through tools such as Google Analytics, Adobe Analytics, or other tracking software.Search engines let you track your visibility, rank, and clicks of keywords that show your website through tools such as Google Search Console and Bing Webmaster Tools.Platforms such as Conductor and Semrush capture your keyword rankings, rank changes, keyword MSV, result types, and so on for keywords you’ve tracked and those you research. Some have integrations that allow you to ingest your website’s data and crawl it.Site crawling can also happen with separate tools like ContentKing and DeepCrawl that track technical SEO components, such as title tags, meta descriptions, and alt tags, flag site errors, monitor Core Web Vitals like site speed, and more.
Before adding any of the metrics from these sources, you’ll need to establish a benchmark for it.
Timing and reporting will be discussed in greater detail when we get to the T in SMART, but essentially, your goal needs a comparison between two different points in time.
To compare data effectively, you’ll have to establish the baseline for the previous month, if not the year.
Unfortunately, it can be especially difficult to prove certain changes resulted in specific measurable metrics for SEO. And that needs to be expressed clearly when constructing and explaining your goals.
However, using segments to track specific pages you’ve updated and keywords for which you’re trying to optimize will help demonstrate whether results improved after your optimizations.
And by trying to ensure that you (or your content or web team) make your optimizations as close together as possible, you’ll have an easier time tracking changes over time.
There are many achievable and actionable ways to impact organic search performance.
SEO initiatives include keyword research, competitive analysis, site auditing, data analysis, resulting in optimization recommendations for new content, existing content, and technical fixes that improve the conversion funnel.
And hopefully, helps you beat out your competitors.
But not all SEO efforts can be tracked or clearly measured. Some challenges include not knowing the following:
When Google crawls a new web page or recrawls an optimized one.When the SERP is updated to show optimized content.If the content is still relevant to consumers at that time to encourage clicks.If anything breaks on your site that causes errors or hurts rank or Core Web Vitals.
That last one represents why site health, internal/external linking, or other technical SEO metrics aren’t recommended for SMART Goals. There are just too many variables that you can’t control.
But by constructing your SMART Goals in a way that follows the conversion funnel, you can see the full picture that should more clearly highlight trends in organic success.
If any part of the funnel fluctuates unexpectedly, that may help flag external issues negatively impacting your success.
Plus, as long as you plan out your optimizations in advance, you can align your monthly goals to the level of impact you plan to have.
As long as you make those updates, you can get a sense of what you can achieve a month after each round of updates goes live.
Even if you don’t have SMART Goals for all parts of the funnel, tracking them will still help you better understand the role of organic at each stage and help you evolve your goals.
Achievable also means realistic. Regardless of leadership expectations or the desire to set aggressive goals, you need to set reasonable expectations.
A company already has a fairly high level of SEO maturity if they’ve optimized technical components, they are monitored frequently, and content is optimized regularly. It may only grow 7%–12% in metrics like organic traffic year over year.
So company context is key.
Before choosing specific metrics and estimating the improvement you’ll make, ask yourself:
Can you realistically make headway on the keywords that you’re going after?Is there actual interest in the pages you’re trying to optimize?Will your optimizations actually go live?Do you have the resources to do the necessary SEO research and publish changes?Do you have the reporting set up to measure your KPI?Does the expected impact you intend to have on SEO match the SEO maturity level of the company or client you’re optimizing for?
Any one of these should be considered blockers when creating a SMART Goal.
Some versions of SMART use Relevant as the R.
But incorporating specific KPIs from within the conversion funnel that aligns with broader business objectives and goals – all of which are already built into this process – will ensure relevancy.
Results should be demonstrable within an allotted time frame.
Establish a timeline with start and end dates to track when you expect to see your desired results based on when you begin your work.
This drives you to accomplish your goals in a set period and proactively manages leader and colleague expectations if someone asks you to speed up your efforts or asks why you haven’t achieved any of your goals sooner.
The actual optimizations you’ll want to measure, whether they are content or technical, can often be counted as soon as they go live, especially when SEO experts have direct access to edit their website.
But to adequately measure the impact of SEO efforts and prove effectiveness, either content or technical, you generally have to wait at least a month to begin measuring meaningful results.
Their impact could be visible as soon as the search engine crawls the page where the change happened.
Especially if you have a site that is crawled less often, it may take Google an extended amount of time before it recrawls your site, allowing it to recognize the change.
Once you have considered all five of these components, carefully consider how they apply to the work you do regularly.
If you don’t find that your projects allow you to establish such goals, then perhaps it’s time to rethink your efforts or connect with your manager on expectations, available resources, and tracking options.
To start building your own SMART goals for SEO, apply this process to each:
Pick any of the KPIs. One at a time.Ensure that it aligns with broader business goals.Review all SMART concepts and confirm you can apply the principle to your work using the following matrix.
Based on this framework, you might create SEO SMART goals such as:
Move 20 optimized pages currently on Page 2 to Page 1 between 2022 Q2 and 2022 Q3.Increase clicks from Google by 6% MoM (May to June 2022).Increase organic traffic to your website by +10% by August 2022.Maintain a base of 20,000 organic visitors per week.Increase organic traffic to optimized pages by +16% within two months of the optimizations (July 2022).Increase organic downloads by 7% per page between new content published in ‘22 1H and new content published in 2022 2H.Increase revenue by 5% from organic sources for the next three months (June–Aug 2022).
While you could adapt any of these goals to suit your SEO objectives and for any business, you’ll still have to consider the customizations needed.
When working on the R part of your SMART Goals, make sure you align the percentage increase with the extent of the effort you’ll be able to actualize.
Base the increases on original levels of impressions, organic users, and conversions per optimized page and total MSV and original placement of keywords.
If you have time, test out the impact of your optimizations for one or two months to determine the type of lift you see and aim to replicate that moving forward.
Regardless of customizations, ensure that your process follows the central tenants of SMART, as summarized in this infographic:
In some cases, you may need to broaden your goal to get it approved.
While you may not have a choice in the matter, inform leadership that the numbers you estimate are based on the impact you believe you will have on the pages and keywords you are optimizing for.
Certain technical improvements, structural and speed enhancements, and optimizations on components that impact more of the site (headers, footers, pages with multiple incoming and outgoing links, etc.) may help overall findability.
But they are fairly difficult to attribute to specific actions and are especially challenging to report on.
Stick to reporting on your more trackable efforts.
Building goals is a challenging process.
It’s a serious task that takes careful consideration, team collaboration, and, most notably, the ability to deliver what you proposed is necessary to reach the goals.
And just because you create a goal using the SMART process doesn’t mean you’ll always be able to meet it, let alone surpass it.
But the SMART framework – when applied conscientiously, accurately, and honestly – will ultimately help you help yourself.
It will support your ability to prove your value when implementing SEO and demonstrate how both you and your endeavors benefit your company and its goals.
The post Creating SMART SEO Goals For Your Enterprise Business appeared first on Conductor Spotlight.
This person’s responsibilities are usually broad and include a range of duties.
They’re often working alongside content teams with commercial priorities, who are driving content and working separately from SEO teams.
The biggest challenge then is getting a content team to care about SEO.
Some of the duties the new SEO specialist can include:
Measuring and understanding SEO and reporting on performance.Assessing the technical SEO of the site(s) they work on and working with the development team to address challenges.Creating a structured strategy for SEO.And identifying high-priority risks and opportunities to optimize and create new content.
Because teams outside the SEO team manage all other content creation and improvement, there is a risk of missed opportunities for new content, superficial understanding of user requirements, and unintentional de-optimization of content found via search engines.
It is one of the most effective ways to improve the depth and breadth of a site’s organic search presence and maximize its potential.
To work out how SEO and content teams can work more closely together, first understand where their interests are aligned.
Content teams’ KPIs are often centered on engagement metrics:
How many users entered the site via their pages?How long did they spend on the page?How did the content of that page influence where they went next?
Content creators need to be highly tuned into the needs of the people they’re writing for to maximize all these measurement areas.
At this point, it’s an SEO cliche that “nobody lies to their search box,” but there’s a reason we repeat it so often.
Data on search engine queries helps reveal exactly what people are looking for, how they’re searching for it, and how many people are searching for it, and SEO teams hold the keys to all of that information.
By giving content teams access to user search data, both teams can increase their visit numbers and – most importantly—provide more value to their customers.
Initially, this often involves supplying keyword research directly, but to avoid your team becoming a bottleneck in this endeavor, you’ll need to provide tools to do their own research.
Once they know what their users are looking for and how, your content team will need to know how to get their work into a position to be found: The first page of the search results.
As an ex-teacher and SEO professional, the biggest tip I can give is to keep it simple.
We know that every part of SEO is steeped in nuance and that the answer to every question begins with “it depends.”
But your aim here is to make content creators feel confident to start optimizing their work, so keep to a few key guidelines that are easy to follow.
They should know best practices for optimizing metadata and structuring a piece of content and how to analyze top ranking results for a term to gauge the ideal length and format of top-ranking content.
Tools like SEO browser extensions can make this easier by providing header tag information and word counts.
At this point, if you’ve done your job well, one or two members of the content team have likely taken a particular interest in SEO.
They’ll be the ones asking the good questions and following up with you to validate their research and plans.
Keep these people on your side!
Now that the team is doing the basics of optimizing content for search engines, you’ll need to encourage them to keep going and continue building on their skills.
The best way to do that is by showing results.
As already discussed, content teams’ KPIs usually include traffic entering the site via their pages.
Proving that their efforts increase these numbers by capitalizing on search interest will renew and reinforce their enthusiasm.
Plus, this will serve as a great case study to encourage others to follow suit.
Tracking keywords and showing changes in rank will allow them to see tangible improvements from their work, as will tracking and reporting on changes in organic sessions and clicks from Google Search Console.
This is where having an enterprise SEO platform proves its worth by working with the team to create dashboards that curate all the SEO data related to content, making it easy to self-monitor and identify wins and areas of improvement, and including SEO metrics in their understanding and reporting of the success of their work.
The most obvious and direct implication of a content team incorporating SEO into their workflows is that more of the content on a site will be optimized than would be achievable by the SEO team alone.
This helps to make the SEO of a site more resilient, as its presence in the search results will be less reliant on only a few high-priority pages and keywords that the SEO team has the time to prioritize, along with all of their other responsibilities.
In addition, search interest and understanding of users will often lead to SEO data being the impetus for creating new content. Content created with users in mind (and with actual data to enhance understanding of what users want and need) will often have much better engagement and interaction than when based on assumptions.
As the team recognizes the value of the new approach, SEO metrics are likely to make their way into case studies and reporting.
This, in turn, will be fed into more senior stakeholders, raising the profile of SEO interests via internal advocacy, which can lead to increased profile and support, and increased investment—without you needing to distribute a single envelope stuffed with cash.
Whether you’re looking for a new role, a promotion, or professional advancement, it shouldn’t matter whether it’s an employee’s or employer’s market. While that may determine the number of jobs available and flexibility with salary negotiations, what’s most important is trying to find the right job for you.
It’s natural to be grateful for having a job in the first place or gratified by receiving an offer from a company. So we’ll accept a vague job description. We’ll accept a company that doesn’t promote its capabilities around the industry you work in. We’ll accept a lowball offer. We’ll accept an offer just because we got one.
But most of us are long overdue when it comes to prioritizing ourselves and what we need in our job search. This especially so in the evolving world of digital marketing and SEO, where our skills are constantly growing and adapting in response to new technologies, platforms, and customer/client needs. While there’s still an endless amount to learn from industry leaders and veterans, trust your skills and recognize that your unique history and capabilities bring something to the table that no one else can.
“Choose the job you want, rather than let[ting] the job choose you.”
So when it comes time to consider your next opportunity, reconsider how you approach the application process in the following ways:
Let your personality and moxie shine throughoutCarefully read job descriptionsCreate a standout resumeKnow that your current salary isn’t your worthCome to interviews with the right questionsInterview your interviewers to get the full scoop on the job
Let’s dive further into each.
This sage piece of advice was shared by Kathryn during her C3 session “You’re Hired: How to Land the SEO Jobs of Your Dreams.”
It’s first in this list of recommendations because it should be incorporated into the rest of them. You should apply a ‘you’ filter to each stage of your job hunt.
While, unfortunately, there is still plenty of bias littered throughout the application process, leverage your background and personality as an asset that relates to a diverse audience and isn’t constricted by a limited point of view.
Worry less about trying to fit into an existing corporate culture and more about making a space for yourself once you start a role that allows your personal brand to shine. If the company you’re applying to doesn’t afford you that space, consider whether you would, in fact, enjoy working there after all.
Wording of the job descriptions and expectations can provide you with significant insights into your potential future at each company.
Those with experience in the field know that SEOs do too much. In part, because they have a wide range of skills and also because SEO should function in conjunction with the Marketing Teams and other departments.
Look out for mentions of collaboration and multi-team efforts. Track whether there’s a mix of short and long-term expectations and estimate whether the former will help support the latter through a holistic and actionable strategy. Try to determine the company’s level of organic marketing maturity based on mentions of people, processes, tools, and metrics that will support you. Then, judge whether the combination is what you’re looking for.
The industry of the companies you apply to will also help give you a sense of the type of work you’ll be a part of. For example, an SEO job on an in-house marketing team will offer you different opportunities from those at an advertising agency, at a SaaS company, or as an independent or freelance consultant.
From there, try to determine where your potential job falls in the departmental hierarchy. Researching the company on LinkedIn or Glassdoor can often help with this. Then based on your own skills, experience, and expectations for growth, decide if the requirements are feasible and realistic for you. Ask yourself if you think this role can help get you to the next level and beyond.
Highlight your expertise with marketing, analytics, and SEO platforms, and explain how you leveraged them to make meaningful progress towards your goals and KPIs.
Ensure that the way you’ve described your capabilities aligns with the job description’s expectations, and consider creating multiple versions of your resume that are more specific to individual roles.
But don’t go overboard. Keyword stuff is just as overbearing for potential employers as it is for Google. You don’t need to be an expert with every platform a company uses or have a list of accomplishments that matches a job description’s bulleted list one by one.
You don’t have to know how to do 100% of the job’s expected tasks. If that’s the case, then simply be prepared to tell the truth about what you don’t know. But express a firm desire for growth and learning in that area. When it comes to digital marketing and SEO, it’s important to understand the range of skills associated with the field, and what’s expected from it, so you can be prepared to explain what you do and don’t know in a way that presents you in a positive and knowledgeable light.
A salary is the amount of funding a company has decided to dedicate to a particular set of tasks and responsibilities at a specific time.
You’re a human looking to make a living—to make a life, to grow, to learn, and to thrive.
You have capabilities these companies need to achieve their goals and agreeing to take on a job should mean that you’re willing to spend your time and exert your energy for a salary commensurate with those efforts.
Conductor recently published a Digital Marketing Jobs and Salary Guide that provides marketers with in-depth salary data and job market trends to help navigate the changing hiring landscape. Review it to better understand the state of digital marketing and SEO roles and salary estimates based on role, location, and other factors. There’s also a version for the UK job market.
In addition, job sites like salary.com, indeed.com, and glassdoor.com provide salary ranges by industry and role that should give you a sense of what those with similar titles and job descriptions make.
It’s also becoming more acceptable to respectfully ask about salary from those close to you. Consider asking for more clarity from your boss, department head, and/or mentor. Of course, it’s still a touchy subject, but the more visibility we have into salaries, the better we can understand the status quo and work on making it better for ourselves.
For digital marketing and SEO roles, in particular, the range of skills needed to be successful is constantly expanding. So regardless of whether you’re looking for a new role or not, keep researching. Stay on top of skills that are becoming more prominent in your field so you can stay ahead. Then research salaries for similar roles in the industry and those with those skills to ensure you’re receiving your worth. If you’re not, build a case to advocate for why you’re worth the raise. And when you’re looking for a new role, make sure that’s what you ask for.
Besides being able to confidently speak about your past marketing and SEO experience, the next most important part of the interview process is what you can learn from the interviewers about the job, its role in the larger company, and the company itself. It’s about figuring out if that job is really what you want to do. Look for questions that make it clear that they appreciate the role. Look for positivity around digital marketing and SEO.
As a starting point—after you’ve carefully analyzed the job description and researched the company—decide which of the following questions to ask to determine how comprehensively SEO is incorporated into the company.
While you may enjoy a role positioned at any part of this hierarchy, understanding where a company’s SEO team exists out of these six levels will determine how valued SEO is, how much buy-in you’re likely to have right off the bat, how integrated SEO is at the company, how advanced your work might be, and what the opportunities are to grow your future SEO team.
The lower in the hierarchy SEO appears to be, the more you might find yourself struggling to advance your objectives, collaborate with other teams, and incorporate SEO across multiple lines of business, along with a variety of other challenges overall. While this could be a great opportunity to advance SEO within that company, it’s important to decide whether you’re up for a more uphill battle when it comes to SEO advocacy and adoption.
Another way to determine what the job will be like is by carefully considering the people interviewing you and the questions they ask. When it comes to those doing interviewing, assess their level of each for SEO and the role: overall knowledge, business acumen, relevant skills, understanding of goals, and its importance to them.
The level may not be high on all of the above for each interview, but you should come away from your final interview feeling confident that collectively, the support for your role is there.
Outside of questions, track the general attitude and demeanor of the interviewer. Based on their role, do they exhibit any particular positive or concerning qualities that indicate what working with or for them would be like. Chief Digital Operations Manager Kathryn Parsons suggests looking out for the following:
And when talking to members of various departments, make sure you’re:
Asked the right questionsGiven the right type of answers and reaction. For example:
SEOs and Organic Marketers provide tremendous value to organizations that effectively integrate them into their business and invest in their efforts.
It’s highly worthwhile for SEOs to find roles in companies that fit this description but that means putting a significant amount of work into ensuring that that’s where you end up—even more so than what it takes to secure a standard position.
This approach will guide you towards getting more out of your job hunt, help you better advocate for yourself and your worth, uncover more about your potential role and employer prior to starting, all of which will set you up for even more success in your job search.
As the second-largest search engine, with over 2 billion users per month, YouTube is an undeniably powerful channel for your marketing efforts. Despite its popularity, many business startup owners opt to use Facebook over YouTube as their channel, especially for uploading video content.
One of the most important tactics for optimizing your YouTube channel is to create engaging YouTube descriptions.
The YouTube channel description conveys to potential viewers what your content will cover, including the issues you tackle and the communities you serve. The goal is to turn a one-time viewer into a subscriber and consumer of your content. You’ll be able to add this when setting up your YouTube channel.
As a YouTube creator, your primary goal is to attract viewers and turn them into subscribers, often using your channel description. With that in mind, be sure to use keywords that your intended audience would use to search for your content.
Every YouTube video includes a description that can be found under the viewport of the video.
Additionally, every video needs a unique description to increase the likelihood of your video being found when someone is searching for a particular topic.
If you’re unsure how to start crafting compelling YouTube descriptions, keep reading. We’ll explore various tactics you can employ and provide templates to ensure you have everything you need to excel on YouTube.
HubSpot compiled seven YouTube video description templates to help your business provide context to your viewers, rank better in search, organize your team, and link to relevant web pages on your site.
To explore the best tactics for writing YouTube descriptions, I spoke with Eric Peters, a Senior Growth Product Manager on HubSpot’s Academy team. He said, “[YouTube descriptions] are one of the primary ways YouTube knows what your video is about. Include links, additional resources, links to other videos and playlists, etc. Make sure the description box is easy to read.”
Peters explained that your YouTube video description and closed captioning should incorporate keywords into your description. It also helps with accessibility for people who are deaf or hard-of-hearing. Hence, adding closed captioning to your videos is an absolute must for accessibility.
For instance, take a look at one of HubSpot Academy’s YouTube video descriptions:
A YouTube description differs from a web page meta description. In a YouTube description, content creators explain what your entire video is about and even link to external resources.
Peters told me, “You get 5,000 characters total, so make use of it. YouTube creators use asterisks or all-caps to differentiate titles from body copy because it’s all plain text. Consider writing up a text version of the key points from the video, or even copying the transcription of the video and paste it into the description.”
Your YouTube description is a fantastic opportunity to ask viewers to continue to engage with your channel or find additional resources that will help them learn more about a topic of interest.
For instance, let’s say you create a brief “How to Add Filters to Instagram” YouTube video, but you also have an in-depth “How to Use Instagram for Marketing” blog post. Why not link it in the description? Most likely, anyone watching your Instagram video on YouTube would be equally grateful for the opportunity to learn more through a blog post.
Perhaps you simply want to ask viewers to subscribe, turn on notifications, or share your content with their networks. These are all acceptable CTA’s for your description.
You must format your description to ensure you put the most important information first. Peters advises, “The first 200 characters are above the ‘more’ fold on the description box, so if you want your CTA/link to be seen by most people, keep it within the first 200 characters.”
After the first 200 characters, your text will be cut off, and viewers will need to click “Show more” to see the rest. Therefore, you must make your first 200 characters count.
A YouTube description should be fun and demonstrate your brand’s personality with a unique voice. Unlike traditional forms of advertising, this is an opportunity for you to instill creativity and humor into your content.
Brian Dean’s YouTube channel is a great example of this. His YouTube descriptions often mirror the way he speaks. The descriptions are candid and casual, and he makes it feel like he’s writing to a friend.
To learn more about using YouTube for marketing purposes, consider checking out HubSpot Academy’s comprehensive YouTube Marketing course.
Including timestamps in your video description can make your video more user-friendly and help your content rank well on search engines.
YouTube video timestamps appear within search results, improving user retention by directing users to the most relevant portions of videos from SERPs.
Every YouTube channel description should allude to a specific niche or central theme. You want to tell your audience what they will learn from your channel. This will give them a reason to tune in to your channel, subscribe to it, and continue learning from you and your videos. Additionally, when you add your niche to your YouTube description, your audience can more easily find you in a sea of potentially similar creators.
Wes McDowell’s YouTube channel targets viewers in the digital marketing niche. The channel description mentions the channel’s mission: teaching small businesses owners digital marketing strategies they can use to grow their businesses. The description also lists topics the channel will feature in its videos, invites viewers to subscribe, and describes the benefits of subscribing to the channel.
This YouTube channel description is clear and direct. It details what viewers will get when they come to the channel. This description also describes the marketing strategies and techniques viewers will learn. Clarity goes a long way to make a channel easily searchable and rankable on YouTube.
Yoga With Adriene’s YouTube channel description highlights one of the channel’s main values: inclusion. The channel description mentions that everyone is invited to participate and learn more about yoga through her videos, regardless of their skill level. The description also recommends videos that beginners can watch to become familiar with the content.
This channel description is an excellent example of how a company’s mission can be useful for video content. The description gives subscribers a glimpse into Yoga with Adriene’s values, creating a connection with the viewer. This angle is helpful for ranking on YouTube because it’s aligned with morals and values that subscribers can easily identify with.
Wild Wonderful Off-Grid’s YouTube channel description positions the channel within a niche by using the keywords “off-grid,” “self-reliant,” and “building our own home” to appeal to viewers who are interested in living off-the-grid. The description also invites viewers to visit their online store and social media profiles.
This YouTube channel description establishes a niche, describes the channel’s content, provides background information about the creators, and encourages subscribers and viewers to participate further in their brand. The description also directs their audience to other aspects of their business, such as their store and social media platforms, which fosters value for their subscribers.
This YouTube channel description focuses on the entertainment the channel provides. The description targets subscribers looking for gaming knowledge and mentions the creators’ personal journeys to set the channel apart from others in the same niche and genre.
Florian Gadsby’s YouTube channel description introduces the channel’s creator and lists the topics that viewers can expect to see when they subscribe. It also links to the creator’s social media and newsletter, and provides information about the creator’s online store, including its restocking schedule.
This YouTube channel description takes a personal approach to the channel’s subject matter. The description gives visitors clarity about the channel’s content and artistic focus. It also encourages viewers to interact with the creator on their social media platforms to learn more about them and view more of their content.
SciShow’s YouTube channel description introduces the channel’s creators and hints at the topics that viewers can expect to see every week. The description also outlines the channel’s posting schedule and mentions other YouTube channels associated with the brand.
This YouTube channel description tells its viewers when they will see uploads. This is a good strategy to ensure users visit the channel right at the time when they’re expecting to see new content. If views go up on a page, the YouTube algorithm is more likely to boost your channel to a wider audience.
Why We Love It
This simple channel description piques viewers’ interest with a captivating tagline and a straightforward explanation of the channel’s content. It also includes an email that allows viewers to contact the creators to inquire about the business and ask professional questions about the channel.
Now that we’ve covered the basics, take a look at a few templates you can use to craft a compelling YouTube description.
You might create a playful, easy-going channel ‘About Me’ description, like this one:
Hi, I’m [Name]. This is my channel about increasing your sales, effectively targeting your audience, and growing an email list that you can use to grow your business.
If you’re a marketer who wants to learn marketing strategies to get [result, i.e., more traffic to your site], subscribe to my channel.
My channel publishes videos that focus on storytelling content that connects X, shows you how to infuse your authenticity in your brand, and gives you a marketing strategy that feels organic. If that sounds like it could be helpful for you, please join me!
Alternatively, you can craft a YouTube description that describes what your company does from a third-person point of view, like this one:
[Company] is the worldwide leader in X, Y, and Z. Since [year], [Company] has been on a mission to [insert company vision or purpose here].
To learn more about [Company], its values, and its [company offering], subscribe to our channel to stay informed.
When you write your YouTube channel description, you’ll want to use keywords that define and represent your channel’s niche. Incorporating niche keywords in your channel description helps viewers identify your niche and what content you produce.
[Name] and [Name] have nuanced discussions about dating, their lifestyle, and relationships. They discuss current topics that affect modern dating and how to maneuver relationship patterns. You can purchase [Name] and [Name]’s
You may want to create a channel description that asks viewers to join you on a journey that you document on your YouTube channel. For instance, if your YouTube channel focuses on streaming video game content, you may invite your subscribers to watch you as you attempt to win the game. Therefore, mentioning a goal for your channel can help you gain new subscribers eager to come along for the ride as you pursue a goal.
This channel gives everything you need to know about gaming, including the latest equipment reviews, new game reviews, and once-a-week live streams. Watch as I, [name], try to beat my high score in the latest release of [insert game name here].
An effective channel uses a lot of personal touches with its viewers to gain subscribers because the content is authentic and offers emotional appeal. This type of description implies that you want to create a sense of community with your channel.
This is a personal journey of how I became a painter. Learn about what paints I purchase, the tools I use, and the techniques I learned during school. Art is my passion, and I express my love for [insert passion] through it.
A content creator needs to build excitement for the next video — a sense of urgency and anticipation for their audience. A YouTuber can create giveaways, conduct polls, and invite special guests to participate in the videos to maintain the channel’s success.
This channel gives pop culture commentary through a [political ideology] political lens. We make commentary on books and current events. We also upload a new video every Wednesday and Friday.
A helpful video description can spike your audience’s interest and result in longer watch times, better view counts, and even new subscribers. Plus, it can help with YouTube SEO, allowing YouTube’s algorithm to understand your content and suggest it to new users, further boosting your YouTube metrics.
The description of nicole . young’s YouTube video, “5 Best Coding Languages for Beginners 2021,” hooks the viewer by posing a question that will be answered in the video. The video description also includes a benefit that the viewer will gain from watching the video.
In this video description, the creator summarizes the video’s title and specifies the target audience. The text will help audiences (and YouTube) understand the video’s content. This creator understands that the channel description is prime real estate for contact information, social media handles, and calls to action, persuading viewers to stick around.
The description of Music Matters’s YouTube video, “How to Write Counterpoint – Music Composition,” uses keywords such as “writing counterpoint,” “music composition lesson,” and “understanding counterpoint” to appeal to audiences that are interested in learning the music composition technique. The description also includes timestamps that viewers can use to skip to the portion of the video that addresses the specific topic they want to learn about.
This YouTube video description uses keywords to appeal to a niche audience. The specificity makes it easily searchable on YouTube. Using keywords to make each video search-friendly will drive traffic to your video’s specific content.
The description of Anna Clark’s YouTube video, “How to Create a 90 Day Plan for your Business (+ Free Workbook),” includes links to the creator’s website, courses, newsletter, and social media accounts, and a workbook that viewers can download and complete as they watch the video.
It’s good to involve your viewers in other aspects of your business. The interaction and engagement you earn will help you rank against other active channels. Directing your viewers to other resources for your business will also help your YouTube channel drive traffic to your website, increasing your authority in your business niche.
The description of Wishpond’s YouTube video, “How To Create An Email Sales Funnel,” hooks the viewer by stating that the video is the fourth installment in a series and linking to the previous video. The video description also includes an incentive for viewers to learn more about the company.
This description segments the video as a section of a larger series. If subscribers learn that you provide similar content on your channel, they will be more inclined to watch your other videos. The description also lets viewers know there’s a free demo of the service. If you sell other products or services in your business, be sure to link them in the description.
The description of Writing with Jenna Moreci’s YouTube video, “How to Outline Your Novel – Part 2,” hooks the viewer by stating that the video is the second installment in a series and linking to the previous video. The video description also includes an incentive for viewers to learn more about the creator’s products.
This video description is great because it lets viewers know what’s coming next. Inserting a “new segment” in your YouTube series allows viewers to anticipate your next video.
The description of Epic Gardening’s YouTube video, “Microgreens Growing: Materials and Beginner’s Guide,” invites novice gardeners to learn about growing microgreens. The video description tells viewers about the creator’s past experience with microgreens, lists the supplies that the creator mentions in the video, and lists ways that viewers can support the creator beyond watching their video.
The creator provides a list of products used in the video. The viewers can conduct further research into the products or purchase them immediately through the links.
Debt Free Millennials’ YouTube video, “Budgeting for Beginners – How to Make a Budget From Scratch 2021,” teaches viewers to create a budget. The description gives viewers an overview of the topics covered in the video and invites them to sign up for products and services through affiliated links. It also includes links to the creator’s Instagram, Facebook group, and website so that viewers can connect with the creator through different social platforms.
The creator has created a sense of community and togetherness. If you include your social media links in your YouTube video description, subscribers will follow you on multiple platforms to remain engaged with your content. The content creator invites them to return for new videos and share their own experiences on social media.
A YouTube video description is descriptive text that includes but is not limited to keywords, themes, and special concepts/guests that the content creator wants their viewers to know. The YouTube video description increases visibility through SEO, views, and subscriptions. In each video description, the content creator will encourage their viewers to “Like,” “Share,” and “Subscribe” to their content. An effective video description will be persuasive and informative, and prompt the audience to tune in regularly.
We have all done it: Having parts of an idea and hoping Google will fill in the blanks by completing the search with the rest of our thought. As a content creator, you need to own each of the video’s related tags, including misspellings, to help refine the content under your channel. The YouTube videos need to be centered around keywords, maximizing your SEO for Google and YouTube searches.
Listen to how our CEO explains the difference between X and Y, and learn best practices for implementing your own strategy.
Learn more about X and Y in our course: [course link].
You can use a YouTube channel description like this one to help new viewers connect with you on your other channels and social media platforms:
Hi there! New to [name of channel]? If so, here’s what you need to know: I like [interests related to channel] a LOT, so I use this channel to explore X, Y, and Z, to help you [desired result for viewer].
Where else you can find me:
LIFESTYLE CHANNEL: http://www.youtube.com/[accountname]
Join our growing community for new videos every Tuesday and Friday!
Please contact [PR representative] at [email or phone number].
YouTube increases visibility within keyword searches and relevant content. As a result, videos should have buzzwords in video and channel descriptions.
If you want to craft a description that explains what your video is about and incorporates a keyword description, try this:
Hey there! This lesson is part of a free online course. Take the full course here: www.company.com/course1.
Some people are unsure what X is — at its most basic, X is [brief definition of keyword]. In this video, you’ll learn how to X, Y, and Z, to ensure you’re able to grow your brand online.
In addition, we’ll explain how you can avoid doing A. Sometimes, A is all it takes to lose a customer.
A new video is upcoming, and you need to send a teaser to your audience that will create buzz leading up to the release of the new content. A video teaser can be uploaded to YouTube Shorts to increase anticipation.
Join the “musical nerds” on a mission to improve our musical understanding. We upload every Wednesday and Thursday. We will have Q & A sessions to answer all of your beginner questions on Wednesdays, starting next week.
Authenticity sells. Viewers know when you aren’t being transparent with them. YouTubers should be willing to build trust and engage within the community.
What’s up, guys? In this video, we’ll talk about an everyday makeup look you can do in 10 minutes. I’m not an early riser, but just like anyone, I still want to look good for the day. I’ll list the products I used in this video.
Please subscribe if you are feeling my vibe. I post content weekly, and you can always find me on Insta! I’ll drop my social media handles below.
**All opinions are my own. This video isn’t sponsored. I’m sent products for my consideration, and I earn a small percentage from sales through affiliated links. Clicking on affiliated links doesn’t cost you anything.**
A video description contains keywords and time stamps for content created. It will help maintain engagement and show the chronological order of things, especially if viewers are looking for a particular video for a specific date. A strong YouTube description avoids clickbait to reel in users.
Hi, everyone! We’re the Science Kidz! Today we are experimenting to find out which popcorn brand leaves behind the least number of kernels. Will it be Orville Redenbacher’s or Act II?
Every week, we do a new experiment as part of our initiative to highlight STEM careers in Savannah, Georgia. If you have an experiment you want to see The Science Kidz try, leave a comment below. You never know — we could pick yours!
Follow me on Instagram for more experiment ideas, and tag us in some of the experiments you do with your friends!
Content creators with paid sponsorships, or paid product placements in their videos, will influence brands and generate income for themselves. If “#ad” appears in your video description, you can bet mentioning the product or brand will prompt the audience to try it. Offering it at a discount price may also incentivize potential clients.
Hey, y’all! Today, we’ll be rebuilding a 454 Chevy Big Block motor. We’ll be adding 200 horses to bring the motor up to 680 horsepower. I hope y’all are ready to dive into business with Motor Boyz.
This episode is sponsored by Husky tools, and we’ll be using their latest impact and driver tools to rebuild the 454. We would like to thank Anderson Auto for donating the 1972 C10 to be our frame once the motor is rebuilt and completed.
These must-have YouTube video and channel description templates can help you reduce the time it takes to upload and optimize your YouTube videos, getting them out to your audience quickly and with less effort. Be sure to customize the text to enhance the reading experience because you want to be as helpful as possible for your audience.
Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.
And the popularity of the app is due to its creators. Which makes TikTok’s new advertising solution — which is solely focused on crowdsourcing the best content from its creators — an incredible opportunity for brands.
Here, let’s dive into what Branded Mission is, and how you can use it to boost your brand awareness and sales.
Branded Mission is TikTok’s new advertising solution, and the idea is pretty simple: Branded Mission enables brands to select their advertising requirements, and then creators can submit original videos that meet those requirements. The brand then accepts their favorite video, and amplifies it through boosted ad traffic.
It’s a win-win: Creators have the opportunity to reach new audiences with boosted content, and brands can leverage high-quality content that aligns with their goals straight from the TikTok community.
As TikTok’s Newsroom states: “This new form of two-way engagement between brands and creators enables the TikTok community to have a creative hand in the ads that are a part of a brand campaign and helps brands discover emerging creators broadly across TikTok.”
Essentially, Branded Mission creates easier opportunities for brands to work with TikTok influencers. Rather than sourcing and conducting the influencer outreach themselves, marketers can simply post their requests and wait for creators to pitch their suggestions.
Among other things, major benefits of Branded Mission include:
The chance for brands to discover new and influential creators on TikTok — and the ones most aligned with their brand messaging.
An opportunity for brands to receive authentic, relevant content related to their campaigns from creators who have a proven track record of success on TikTok.
Increased brand exposure to new communities by crowdsourcing from the TikTok ecosystem.
As ASOS’ team puts it, “We were blown away by the the creators’ incredible transformations for the #ASOSAlterEgo challenge. The Branded Mission allowed us to recognize this talent and reward creators with eyes on their content in a way that hasn’t been possible in this space before. A win-win which clearly impacted the campaign’s results.”
It’s important to note: Branded Mission is in beta testing and available to select brands and marketers across more than a dozen markets around the world, but will become available in additional markets starting in late 2022.
For starters, advertisers will need to check off the requirements for their Branded Mission. This includes pairing the Branded Mission with a Branded Hashtag Challenge or Branded Effect, as well as other more specific requests like “lip sync with music” or “change your outfit”.
A creator must be over 18-years-old and have a minimum of 1,000 followers to be eligible. Each eligible creator can submit up to three videos.
TikTok’s algorithm will highlight the videos with the highest engagement potential — that are also deemed brand-safe — and those videos will be added to a shortlist for advertisers to select from.
Once the advertisers have chosen their favorite video, the video becomes a media campaign and is featured as an in-feed advertisement. The creator(s) whose video is selected receives a cash payout and boosted traffic. The rest of the creators will see their submissions as organic TikTok videos in the For You page.
Ultimately, Branded Mission is an exciting opportunity for brands to discover top-talent on TikTok and leverage creators’ expertise to reach new audiences. But time will tell how brands leverage the tool.
If you’re unsure whether TikTok advertising is for you, take a look at TikTok Ads Guide: How They Work + Cost and Review Process [+ Examples].
According to 2022 HubSpot Blog Research, 31% of video marketers surveyed say their biggest challenge is having an inadequate budget to create video content.
In this article, we’ll cover what it costs to run a video marketing campaign and what brands are investing in the most this year.
This year, we wanted to learn more about how marketers approach video marketing, including the strategies they leverage, the returns they get, and the amount they invest.
We surveyed over 500+ global marketers and here’s what we discovered.
Firstly, the data suggests that video marketing is a top content format for brands – with 31% of marketers surveyed allocating 21 to 40% of their total marketing budget to video.
Another 30% allocate 41 to 60% of their total budget to video marketing.
Video is so important that 52% of marketers say their budget increased in 2022. However, the increase is more present in B2B brands.
Now, when it comes to quarterly budgets, here’s the breakdown:
Many brands have a conservative budget with 15% of respondents allocating only $1K and $10K.
11% of marketers surveyed budget $10K and 20K.
The most popular budget bracket is between $20K and $60K, followed by 26% of marketers surveyed.
On the higher end, 16% of marketers surveyed say they allocate $80K to 100K while 20% invest between $100K and $200K.
Only a small percentage of companies surveyed (10%) budget over $200K.
Now that you know how much marketers are investing in video marketing, let’s break down how they’re spending it.
When asked, “Which part of the video creation process is most expensive?” 65% of marketers surveyed answered production.
Production is the process of filming your content and setting up the equipment needed to capture the footage, such as lighting, audio, and props.
According to marketers surveyed, production takes up 24% of the average video marketer’s budget.
Pre-production (ideation, scripting, casting) and post-production (editing and exporting) are tied as the second-highest cost. Then it’s tied again between the cost of video production and distribution and on-camera talent.
On average, 91% of marketers surveyed say they spend under $50,000 to create a marketing video.
Most (53%) say they spend under $10,000 and 16% spend under $1,000. Only a small percentage of respondents say they spend over $100K.
According to our video marketing data, 69% of video marketers surveyed own production equipment while 10 percent rent, and the remaining group does both.
There’s an argument to be made for both.
On one end, creating videos in-house can be cheaper. However, outside agencies can provide higher-quality content.
In fact, most smaller brands (those with 200 employees or less) believe creating video content through an outside agency offers a better ROI than doing so in-house.
However, across all business sizes, roughly a third of respondents say the ROI is about the same either way.
With that said, it’s important to weigh your options and assess when and what you should rent versus own.
Upon first look, it might seem like renting is the smarter (and more affordable) option. However, most marketers surveyed (58%) say creating content in-house is cheaper.
To make this decision, consider the type of content you’ll be producing and the equipment you’ll need.
This is key in determining what is more cost-efficient.
If you’re a makeup brand for instance, you can probably produce great content sitting in front of a camera simply showcasing your products in action with good lighting. However, if you’re a travel and hospitality brand, you’ll likely need props, on-camera talent, location, and many more elements to fulfill your vision. In this case, it may be cheaper to outsource.
When it comes to video equipment, there will always be bigger and better out there.
If there’s one area you should focus on, it’s lighting.
Many believe that having the best camera does the trick but the truth is, lighting is what makes or breaks the quality of a video.
Lighting sets the tone and mood of a video, two elements you need to maintain your audience’s attention in a video.
Sound is another area to splurge on – specifically your mics. This will enhance the quality of your video, especially if you have to settle for low-end cameras.
As for everything else, (the camera, the lens, the accessories), these are great add-ons but if you’re on a budget, you can make do with low to mid-range options while still getting a high-quality result.
According to HubSpot Blog Research, the number one challenge video marketers face is a lack of time to create video content.
Well, who said you had to create your content from scratch? You’re likely sitting on a pile of content from your customers right now.
If you have a strong social media presence, you likely have a bank of user-generated content ranging from images to videos and text. You can leverage all of these for campaigns and use them to supplement your own content.
For instance, ahead of the official Fenty Beauty perfume launch, its founder and musician Rihanna posted what seemed to be an ad.
It was a video compilation of various celebrities and influencers mentioning how good she smells – “like heaven” was a phrase heard multiple times.
just sayin’ 🤷🏿♀️… pic.twitter.com/EmC4ysMdjR
— Rihanna (@rihanna)
August 10, 2021
Without ever having to produce their own video, the brand leveraged UGC to build anticipation surrounding this launch.
When it comes to on-camera talent, this is where brands often struggle to think of alternatives.
They usually opt for an in-house creator just to save money, even though their role may not focus on this area at all. Or they contract talent, which can be costly.
Here’s a third option: Reach out to students and amateur actors.
In some cases, money isn’t the main motivator. It can often be exposure, gaining experience, or building up a portfolio. However, paid opportunities will always generate more interest and can get you more experienced talent.
When you think of video editing, the first thing that comes to mind is probably Adobe.
It’s the go-to software for production professionals. However, it’s complex and isn’t affordable. If you own an Apple device like the Macbook or iPad, you will have free video editing software already available.
While it doesn’t have as many features and offers limited functionality, it works well for simple editing and you can always find workarounds on platforms like YouTube.
Some free editing software comes with free music or you can find online websites that offer royalty-free music.
If you’re intimidated by the idea of video marketing because you think you don’t have the funds, hopefully, these five techniques will change your mind.
Video marketing is an important part of content creation and can drive sales so don’t let money prevent you from staying in the game.
Editor’s Note: This post was originally published in March 2016 and has been updated for comprehensiveness.
Having a digital presence is critical for any business looking to reach new audiences.
SEO, social media, and paid search are three powerful opportunities to get your products or services in front of more customers. But when you’re first starting out as a business owner, expanding your digital reach can feel overwhelming — where to even begin?
In celebration of Google’s International Small Business Week, which is anchored on the UN’s micro, small, and medium-sized enterprises day, we’ve created a resource for micro-businesses that might not have a digital presence yet.
Here, let’s dive into tips from four small business owners on how they initially found online audiences after launching their businesses, so you can ensure you’re leveraging the right digital tools to expand your own reach.
Plus, hear from HubSpot’s Director of Advertising on getting the most out of Google Ads as a new business owner.
When you’re first creating a digital presence, you’ll want to start by focusing on some broad, easy-to-identify categories of your target market.
Your team can begin by identifying demographic segmentation for your customer persona. This includes:
You might add geographic segmentation on top of this if you’re only intending on marketing to a specific location.
Along with general customer persona information, you’ll also want to answer the following question: My business helps people who have X pain point. In other words, what challenge is your business solving?
Understanding your customers’ pain points can help you craft a better narrative of who they are — which will help you target your digital strategies effectively.
When finding your audience online, it’s important not to get overwhelmed by spreading your net too wide.
More than likely, your product or service exists in some capacity in the market already. So take a look at what your competitors are doing to get inspiration for your own digital strategy.
For instance, if you see most of your competitors creating ads for YouTube, it could be a sign that YouTube has proven to be an effective strategy in your industry.
Once you feel confident about your target audience, it’s time to leverage SEO to increase your website ranking and begin pulling in traffic from search engines.
You’ll want to start by creating an official business website. Make sure the page is SEO-optimized for search: Among other factors, this includes optimized images, responsive pages, and fast loading time.
Next, create a free Google My Business profile to ensure you can capture traffic from Google search and maps. This is especially helpful for foot traffic — for instance, if you own a restaurant, Google My Business can ensure you show up when someone in your local area searches “dinner places near me”.
Chandler Bolt, CEO of SelfPublishing.com and Self Publishing School, told me, “It was a long-term play, but our business really started to take off when we created our blog, launched our podcast, and focused on creating useful content that solved aspiring authors’ problems. Our formula is simple — create the best content on the internet for any topic we write on, and then get as many backlinks as possible for that post.”
Now, Self Publishing School consistently ranks for keywords related to writing or publishing. A strong SEO strategy ultimately led to tremendous growth for the company and helped them reach the audiences that mattered most.
If your business struggles to find search terms that align well with your products or services, consider how you might partner with more well-established brands to solve for their customers’ pain points, and vice versa. This enables you to access high-intent prospects without relying on SEO alone.
Scott Rogerson, CEO of UpContent, told me, “We continue to build upon content partnerships, and add new ones, to support our customers in addressing pain across their digital channels. It was because of this early approach that we were able to quickly assess which use cases were most valuable and within which industries they were most common. This has now formed the foundation upon which our SEO, social media, and digital advertising strategy are built.”
HubSpot’s Blog Research found 57% of consumers discover products most often on social media — and 23% of 18-24 year olds prefer to purchase products directly through social media.
Which means social media is an undeniably powerful opportunity to increase sales.
Plus, social media has a huge audience — over 3.6 billion people use it worldwide. So, regardless of your marketing goals, it’s imperative you create a digital presence on at least one of the social platforms.
If you’re new to the social media world, you’ll want to start by identifying which channels you want to go after first. To do this, you’ll need to determine where your target audience spends their time.
The three top social media channels in terms of monthly active users are Facebook (2.9 billion MAU), YouTube (2.2 billion MAU), and Instagram (2 billion MAU). It’s a good idea to start with a channel with a large potential reach, and then narrow down from there.
Social media can also help you listen to your prospects and customers and learn from them to grow better. As Impulse Creative’s Senior Growth Marketer, Molly Rigatti, puts it, “We’ve found that creating a space where people can ask their questions is much more effective than trying to start conversations by telling businesses what they need to succeed.”
Rigatti says, “We listen. We listen to our customers’ wants and needs. We listen to diagnose their real problems rather than to prescribe the easiest sale.”
If you’re still unsure how to build your social media presence, take a look at 21 Ways To Build Your Social Media Presence, Like HubSpot Marketers.
While paid advertising can feel daunting with a limited budget, you can leverage powerful targeting capabilities for a relatively low cost with Google Ads.
To uncover some tips for getting the most out of Google Ads with limited resources, I spoke to HubSpot’s Director of Advertising, Rex Gelb.
When it comes to an effective keyword strategy for startups and small businesses, Gelb told me, “My recommendation would be to start with the keywords that best relate to your core products or services, and branch out from there.”
For instance, let’s say you sell a niche product within a larger category — such as soccer cleats for kids.
“To start,” Gelb says, “I’d bid on exactly that: ‘Soccer cleats for kids’. If that’s going well and you have the budget, then maybe you try bidding on ‘Soccer cleats’ next, and if that works, ‘cleats’ after that.”
Gelb adds, “Broadening your targeting like this means you’ll get some irrelevant clicks and have some wasted ad spend, but you’ll also get more scale and it’s possible you’ll find that even with the higher customer acquisition cost, you’re still generating a positive ROI.”
Google Ads is an undeniably powerful tool for reaching new customers. In fact, for users who are ready to buy, paid ads on Google get 65% of the clicks.
However, like any effective long-term marketing strategy, Google Ads takes work. As Gelb puts it, “A lot of businesses are looking for ‘tips and tricks’ to try and beat the system, but I’d say 70-80% of Google Ads is using tried-and-true best practices.”
So … what are these best practices? Gelb advises, “Pick keywords that make sense for your business, write ads that are highly relevant to those keywords, pick the correct campaign objective based on your business goals, monitor the search term report, and test, test, test. If you do those things (and read up a bit on match types if you’re not familiar with them), you’re going to be most of the way there.”
Ultimately, creating a digital presence takes time, but it’s worth it. With the right SEO, social, and paid strategies, you’ll begin to see your website and social platforms working for you by pulling in new traffic and leads daily.
If you’re a HubSpot customer, you’re in luck — HubSpot now offers an integration with Google Ads which enables you to grow your pipeline of qualified leads at scale and increase conversions by connecting your HubSpot and Google Ads accounts. Best of all, we’re now offering an exclusive HubSpot offer to Google customers for 20% off your first year of HubSpot, then 10% off in perpetuity.
In 2021, marketers that used influencer marketing said the trend resulted in the highest ROI. In fact, marketers have seen such success from influencer marketing that 86% plan to continue investing the same amount or increase their investments in the trend in 2022.
But, if you’ve never used an influencer before, the task can seem daunting — who’s truly the best advocate for your brand?
Here, we’ve cultivated a list of the most popular influencers in every industry — just click on one of the links below and take a look at the top influencers that can help you take your business to the next level:
Top Food Influencers on Instagram
Top Travel Influencers on Instagram
Top Fashion & Style Influencers on Instagram
Top Photography Influencers on Instagram
Top Lifestyle Influencers on Instagram
Top Design Influencers on Instagram
Top Beauty Influencers on Instagram
Top Sport & Fitness Influencers on Instagram
Top Influencers on Instagram
Jamie Oliver (9.1M followers)
ladyironchef (620k followers)
Megan Gilmore (188k followers)
Ashrod (104k followers)
David Chang (1.7M followers)
Ida Frosk (299k followers)
Lindsey Silverman Love (101k followers)
Nick N. (60.5k followers)
Molly Tavoletti (50.1k followers)
Russ Crandall (39.1k followers)
Dennis the Prescott (616k followers)
The Pasta Queen (1.5M followers)
Thalia Ho (121k followers)
Molly Yeh (810k followers)
C.R Tan (59.4k followers)
Michaela Vais (1.2M followers)
Nicole Cogan (212k followers)
Minimalist Baker (2.1M followers)
Yumna Jawad (3.4M followers)
Annette White (100k followers)
Matthew Karsten (140k followers)
The Points Guy (668k followers)
The Blonde Abroad (520k followers)
Eric Stoen (330k followers)
Kate McCulley (99k followers)
The Planet D (203k followers)
Andrew Evans (59.9k followers)
Jack Morris (2.6M followers)
Lauren Bullen (2.1M followers)
The Bucket List Family (2.6M followers)
Fat Girls Traveling (55K followers)
Tara Milk Tea (1.3M followers)
Alexa Chung (5.2M followers)
Julia Berolzheimer (1.3M followers)
Johnny Cirillo (719K followers)
Chiara Ferragni (27.2M followers)
Jenn Im (1.7M followers)
Ada Oguntodu (65.1k followers)
Emma Hill (826k followers)
Gregory DelliCarpini Jr. (141k followers)
Nicolette Mason (216k followers)
Majawyh (382k followers)
Garance Doré (693k followers)
Ines de la Fressange (477k followers)
Madelynn Furlong (202k followers)
Giovanna Engelbert (1.4M followers)
Mariano Di Vaio (6.8M followers)
Aimee Song (6.5M followers)
Danielle Bernstein (2.9M followers)
Gabi Gregg (910k followers)
Benjamin Lowy (218k followers)
Michael Yamashita (1.8M followers)
Stacy Kranitz (101k followers)
Jimmy Chin (3.2M followers)
Gueorgui Pinkhassov (161k followers)
Dustin Giallanza (5.2k followers)
Lindsey Childs (31.4k followers)
Edith W. Young (24.9k followers)
Alyssa Rose (9.6k followers)
Donjay (106k followers)
Jeff Rose (80.1k followers)
Pei Ketron (728k followers)
Paul Nicklen (7.3M followers)
Jack Harries (1.3M followers)
İlhan Eroğlu (852k followers)
Jannid Olsson Delér (1.2 million followers)
Oliver Proudlock (691k followers)
Jeremy Jacobowitz (434k followers)
Jay Caesar (327k followers)
Jessie Chanes (329k followers)
Laura Noltemeyer (251k followers)
Adorian Deck (44.9k followers)
Hind Deer (547k followers)
Gloria Morales (146k followers)
Kennedy Cymone (1.6M followers)
Sydney Leroux Dwyer (1.1M followers)
Joanna Stevens Gaines (13.6M followers)
Lilly Singh (11.6M followers)
Rosanna Pansino (4.4M followers)
Marie Kondo (4M followers)
Ashley Stark Kenner (1.2M followers)
Casa Chicks (275k followers)
Paulina Jamborowicz (195k followers)
Kasia Będzińska (218k followers)
Jenni Kayne (500k followers)
Will Taylor (344k followers)
Studio McGee (3.3M followers)
Mandi Gubler (207k followers)
Natalie Myers (51.6k followers)
Grace Bonney (840k followers)
Saudah Saleem (25.3k followers)
Niña Williams (196k followers)
Michelle Phan (1.9M followers)
Shaaanxo (1.3M followers)
Jeffree Star (13.7M followers)
Kandee Johnson (2M followers)
Manny Gutierrez (4M followers)
Naomi Giannopoulos (6.2M followers)
Samantha Ravndahl (2.1M followers)
Huda Kattan (50.5M followers)
Wayne Goss (703k followers)
Zoe Sugg (9.3M followers)
James Charles (22.9M followers)
Shayla Mitchell (2.9M followers)
Massy Arias (2.7M followers)
Eddie Hall (3.3M followers)
Ty Haney (92.6k followers)
Hannah Bronfman (893k followers)
Kenneth Gallarzo (331k followers)
Elisabeth Akinwale (113k followers)
Laura Large (75k followers)
Akin Akman (82.3k followers)
Sjana Elise Earp (1.4M followers)
Cassey Ho (2.3M followers)
Kayla Itsines (14.5M followers)
Jen Selter (13.4M followers)
Simeon Panda (8.1M followers)
Jamie Oliver, a world-renowned chef and restaurateur, is Instagram famous for his approachable and delicious-looking cuisine. His page reflects a mix of food pictures, recipes, and photos of his family and personal life. His love of beautiful food and teaching others to cook is clearly evident, which must be one of the many reasons why he has nearly seven million followers.
Celebrity chef David Chang is best known for his world-famous restaurants and big personality. Chang was a judge on Top Chef and created his own Netflix show called Ugly Delicious, both of which elevated his popularity and likely led to his huge followership on Instagram. Most of his feed is filled with food videos that will make you drool.
Travel bloggers Jack Morris (@jackmorris) and Lauren Bullen (@gypsea_lust)
have dream jobs — the couple travels to some of the most beautiful places around the world and documents their trips on Instagram. They have developed a unique and recognizable Instagram aesthetic that their combined 4.8 million Instagram followers love, using the same few filters and posting the most striking travel destinations.
The Gee family, better known as the Bucket List Family, travel around the world with their three kids and post videos and images of their trips to YouTube and Instagram. They are constantly sharing pictures and stories of their adventures in exotic places. This nomad lifestyle is enjoyed by their 2.6 million followers.
Chiara Ferragni is an Italian fashion influencer who started her blog The Blonde Salad to share tips, photos, and clothing lines. Ferragni has been recognized as one of the most influential people of her generation, listed on Forbes’ 30 Under 30 and the Bloglovin’ Award Blogger of the Year.
Model and fashion designer Alexa Chung is Instagram famous for her elegant yet charming style and photos. After her modeling career, she collaborated with many brands like Mulberry and Madewell to create her own collection, making a name for herself in the fashion world. Today, she shares artistic yet fun photos with her 5.2 million Instagram followers.
Jimmy Chin is an award-winning professional photographer who captures high-intensity shots of climbing expeditions and natural panoramas. He has won multiple awards for his work, and his 3.2 million Instagram followers recognize him for his talent.
Jannid Olsson Delér is a lifestyle and fashion blogger that gathered a huge social media following for her photos of outfits, vacations, and her overall aspirational life. Her 1.2 million followers look to her for travel and fashion inspirations.
Design*Sponge is a design blog authored by Grace Bonney, an influencer recognized by the New York Times, Forbes, and other major publications for her impact on the creative community. Her Instagram posts reflect her elegant yet approachable creative advice, and nearly a million users follow her account for her bright and charismatic feed.
Huda Kattan took the beauty world by storm — her Instagram began with makeup tutorials and reviews and turned into a cosmetics empire. Huda now has 1.3 million Instagram followers and a company valued at $1.2 billion. Her homepage is filled with makeup videos and snaps of her luxury lifestyle.
Zoe Sugg runs a fashion, beauty, and lifestyle blog and has nearly 10 million followers on Instagram. She also has an incredibly successful YouTube channel and has written best-selling books on the experience of viral bloggers. Her feed consists mostly of food, her pug, selfies, and trendy outfits.
Sjana Elise Earp is a lifestyle influencer who keeps her Instagram feed full of beautiful photos of her travels. She actively promotes yoga and healthy living to her 1.4 million followers, becoming an advocate for an exercise program called SWEAT.
Personal trainer Massy Arias is known for her fitness videos and healthy lifestyle. Her feed aims to inspire her 2.6 million followers to keep training and never give up on their health. Arias has capitalized on fitness trends on Instagram and proven to both herself and her followers that exercise can improve all areas of your life.
Both B2B and B2C brands recognize the power of video marketing. In fact, HubSpot Blog Research found that 88% of brands surveyed have a team dedicated to creating video content.
But how do B2B and B2C brands differ as it relates to strategy, goals, and performance? We surveyed 550 global marketers to find out. Read on to learn about the key trends we discovered.
We asked 500+ global video marketers, “Does the primary company you do video marketing for creating content in-house, through an outside agency, or both?“
37% said in-house, 14% said an outside agency while 49% said both. When breaking it down between B2C and B2B brands, there was only a 1% to 3% difference.
Although there is an argument to be made for both cases, 33% of marketers (both B2B and B2C) surveyed say the ROI is the same in both cases.
However, when asked about the quality of the videos, more B2B brands believed creating video content through an outside agency resulted in better marketing videos.
Meanwhile, 59% of B2C brands believe creating marketing videos in-house is faster and more efficient, compared to only 48% of B2B marketers.
75% of B2C brands also believe marketing videos created through an outside agency are higher quality and more professional, an 18% increase from B2B brands.
When asked “What are the primary goals of your company’s video marketing strategy?” B2C brands focused on increasing brand awareness/reaching new audiences while B2B brands prioritized advertising their products/services.
Where we saw the biggest gap in strategy is in:
Growing an online community – Only 15% of B2C marketers listed this as a primary goal compared to 25% of B2B marketers.
Fostering a relationship with customers – This is a priority for 22% of B2C marketers compared to only 13% of B2B marketers.
Establishing thought leadership – 15% of B2B marketers consider this a primary goal compared to only 9% of B2C marketers.
Although B2B and B2B brands follow the same strategy when it comes to equipment (69% own their equipment instead of renting), B2C brands have allocated more.
When looking at quarterly video marketing budgets, 24% of B2C brands spend between $100K to over $1M compared to 19% of B2B brands.
The same is true when you look at the average cost per video. 29% of B2C brands will spend over $30K compared to 20% of B2B brands.
According to HubSpot Blog Research, most B2B brands (33% surveyed) publish five to seven videos a month while most B2B brands (32%) put out two to four.
This could be because 33% of B2C marketers note a lack of content ideas as the biggest challenge they face when creating video content, 11% more than B2B brands.
When analyzing the average publishing cadence across both aisles, here’s the breakdown.
Two to four videos (31%)
Five to seven videos (26%)
Eight to ten videos (22%)
One interesting piece of data though is that when you look at brands that publish between eight to 30+ videos a month, B2C marketers outpace B2B by 8%.
While B2B brands tend to publish more generally, when you dig into brands with a higher publishing cadence, B2C brands post more.
We asked marketers, “Which video format has the biggest ROI?” 39% said short-form videos, such as TikTok, Instagram Reels, and YouTube Shorts. So, both B2B and B2C brands have a lot of success with this content format.
However, there’s an 11% gap to note – 44% of B2C brands reported the biggest ROI with this format compared to only 33% of B2B brands.
In addition, our research found that more B2C brands report that short-form video:
Is the most effective for generating leads, 8% more than B2B brands.
Gets the most engagement, 14% more than B2B brands.
Generates a high (81-100%) watch time percentage, 8% more than B2B brands.
Gets a high (over 10%) clickthrough rate, 7% more than B2B brands.
There you have it – whether you’re a B2B or B2C brand, video marketing is an essential part of any marketing strategy.
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