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  • Bookmarkable Guide & Template – Content Marketing

    Bookmarkable Guide & Template – Content Marketing

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    Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises.

    Sure, you could say that you’re great at X, or that you’re way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.

    One of the best ways to prove your worth is through a compelling case study. In fact, HubSpot’s 2020 State of Marketing report found that they are so compelling that they are the fifth most commonly used type of content used by marketers.

    Download our free case study templates here to help you display your company's  success.

    Below, I’ll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.

    Case Study Definition

    How to Write a Case Study

    How to Format a Case Study

    Business Case Study Examples

    Showcasing Your Work

    Case Study Definition

    A case study describes a specific challenge a business has faced, and the solution they’ve chosen to solve it. Case studies can vary greatly in length and focus on a number of details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.

    In professional settings, it’s common for a case study to tell the story of a successful business partnership between a vendor and a client. Perhaps the success you’re highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company’s services in action.

    When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers and help you attract new clients.

    To help you arm your prospects with information they can trust, we’ve put together a step-by-step guide on how to create effective case studies for your business — as well as free case study templates for creating your own. Get them using the form above, and then get creating using the steps below.

    1. Get started with case study templates.

    Telling your customer’s story is a delicate process — you need to highlight their success while naturally incorporating your business into their story.

    If you’re just getting started with case studies, we recommend you download HubSpot’s Case Study Templates. Included are three plain-text and three designed templates to explain how your customers thrived while using your product or service.

    case study templateDownload Now

    2. Determine the case study’s objective.

    All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.

    Your first step when writing a case study is to determine the objective or goal of the subject you’re featuring. In other words, what will the client have succeeded in doing by the end of the piece?

    The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.

    Your case study can focus on one of the following client objectives:

    • Complying with government regulation
    • Lowering business costs
    • Becoming profitable
    • Generating more leads
    • Closing on more customers
    • Generating more revenue
    • Expanding into a new market
    • Becoming more sustainable or energy-efficient

    3. Establish a case study medium.

    Next, you’ll determine the medium in which you’ll create the case study. In other words, how will you tell this story?

    Case studies don’t have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest, and a video case study on your YouTube channel.

    Here are some different case study mediums to consider:

    Written Case Study

    Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.

    Video Case Study

    Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.

    Infographic Case Study

    Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.

    Podcast Case Study

    Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they’ll know the partnership between you and your client was a genuine success.

    4. Find the right case study candidate.

    Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.

    Product Knowledge

    It helps to select a customer who’s well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.

    Remarkable Results

    Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they’re more likely to convey the enthusiasm that you want prospects to feel, too.

    One part of this step is to choose clients who have experienced unexpected success from your product or service. When you’ve provided non-traditional customers — in industries that you don’t usually work with, for example — with positive results, it can help to remove doubts from prospects.

    Recognizable Names

    While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own. In fact,89% of consumers say they’ll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.

    Switchers

    Customers that came to you after working with a competitor help highlight your competitive advantage, and might even sway decisions in your favor.

    5. Contact your candidate for permission to write about them.

    To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.

    Most importantly at this point, however, is getting your subject’s approval. When first reaching out to your case study candidate, provide them with the case study’s objective and format — both of which you will have come up with in the first two steps above.

    To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you’re writing this for your own company’s benefit, your subject is far more interested in the benefit it has for them.

    Benefits to Offer Your Case Study Candidate

    Here are four potential benefits you can promise your case study candidate to gain their approval.

    Brand Exposure

    Explain to your subject whom this case study will be exposed to, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one’s own market, making case studies particularly useful to a client looking to expand their name’s reach.

    Employee Exposure

    Allow your subject to provide quotes with credits back to specific employees. When this is an option to them, their brand isn’t the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career-development opportunities they might not have otherwise.

    Product Discount

    This is a more tangible incentive you can offer your case study candidate, especially if they’re a current customer of yours. If they agree to be your subject, offer them a product discount — or free trial of another product — as a thank-you for their help creating your case study.

    Backlinks and Website Traffic

    Here’s a benefit that is sure to resonate with your subject’s marketing team: If you publish your case study to your website, and your study links back to your subject’s website — known as a “backlink” — this small gesture can give them website traffic from visitors who click through to your subject’s website.

    Additionally, a backlink from you increases your subject’s page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.

    6. Case study email template.

    Once your case study candidate approves of your case study, it’s time to send them a release form.

    A case study release form tells you what you’ll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:

    sample case study email release form template

    You might be wondering, “What’s a Case Study Release Form?” or, “What’s a Success Story Letter?” Let’s break those down.

    Case Study Release Form

    This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:

    • A clear explanation of why you are creating this case study and how it will be used.
    • A statement defining the information and potentially trademarked information you expect to include about the company — things like names, logos, job titles, and pictures.
    • An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
    • A note about compensation.

    Success Story Letter

    As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you’ll want to be sure to define the following steps in the Success Story Letter.

    The Acceptance

    First, you’ll need to receive internal approval from the company’s marketing team. Once approved, the Release Form should be signed and returned to you. It’s also a good time to determine a timeline that meets the needs and capabilities of both teams.

    The Questionnaire

    To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you’ll want to ask the participant to complete a questionnaire prior to this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.

    The Interview

    Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer’s experience with your product or service.

    The Draft Review

    After the case study is composed, you’ll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.

    The Final Approval

    Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.

    Once the case study goes live — on your website or elsewhere — it’s best to contact the customer with a link to the page where the case study lives. Don’t be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results, but their impressive growth, as well.

    7. Ensure you’re asking the right questions.

    Before you execute the questionnaire and actual interview, make sure you’re setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:

    • What are your goals?
    • What challenges were you experiencing prior to purchasing our product or service?
    • What made our product or service stand out against our competitors?
    • What did your decision-making process look like?
    • How have you benefited from using our product or service? (Where applicable, always ask for data.)

    Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the “Golden Rule of Interviewing.” Sounds fancy, right? It’s actually quite simple — ask open-ended questions.

    If you’re looking to craft a compelling story, “yes” or “no” answers won’t provide the details you need. Focus on questions that invite elaboration, such as, “Can you describe …?” or, “Tell me about …”

    In terms of the interview structure, we recommend categorizing the questions and flow into six specific sections that will mirror a successful case study format. Combined, they’ll allow you to gather enough information to put together a rich, comprehensive study.

    Open with the customer’s business.

    The goal of this section is to generate a better understanding of the company’s current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:

    • How long have you been in business?
    • How many employees do you have?
    • What are some of the objectives of your department at this time?

    Cite a problem or pain point.

    In order to tell a compelling story, you need context. That helps match the customer’s need with your solution. Sample questions might include:

    • What challenges and objectives led you to look for a solution?
    • What might have happened if you did not identify a solution?
    • Did you explore other solutions prior to this that did not work out? If so, what happened?

    Discuss the decision process.

    Exploring how the customer arrived at the decision to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:

    • How did you hear about our product or service?
    • Who was involved in the selection process?
    • What was most important to you when evaluating your options?

    Explain how a solution was implemented.

    The focus here should be placed on the customer’s experience during the onboarding process. Sample questions might include:

    • How long did it take to get up and running?
    • Did that meet your expectations?
    • Who was involved in the process?

    Explain how the solution works.

    The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

    • Is there a particular aspect of the product or service that you rely on most?
    • Who is using the product or service?

    End with the results.

    In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

    • How is the product or service helping you save time and increase productivity?
    • In what ways does that enhance your competitive advantage?
    • How much have you increased metrics X, Y, and Z?

    8. Lay out your case study format.

    When it comes time to take all of the information you’ve collected and actually turn it into something, it’s easy to feel overwhelmed. Where should you start? What should you include? What’s the best way to structure it?

    To help you get a handle on this step, it’s important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you’ll see in some of the examples we’ve included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.

    Whether your case study is primarily written or visual, we recommend focusing on the seven-part outline, below. Note: Even if you do elect to use a visual case study, it should still include all of this information, but presented in its intended format.

    1. Title: Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
    2. Subtitle: Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
    3. Executive Summary: A 2-4 sentence summary of the entire story. You’ll want to follow it with 2-3 bullet points that display metrics showcasing success.
    4. About the Subject: An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
    5. Challenges and Objectives: A 2-3 paragraph description of the customer’s challenges, prior to using your product or service. This section should also include the goals or objectives the customer set out to achieve.
    6. How Product/Service Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
    7. Results: A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company, and helped achieve its goals. Include numbers to quantify your contributions.
    8. Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
    9. Future Plans: Everyone likes an epilogue. Comment on what’s ahead for your case study subject, whether or not those plans involve you.
    10. Call to Action (CTA): Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you’ve done.

    To help you visualize this case study outline, check out the case study template below, which can also be downloaded here.

    case study template: cover page example

    case study template: results and solution page example

    When laying out your case study, focus on conveying the information you’ve gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

    9. Publish and promote your case study.

    Once you’ve completed your case study, it’s time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

    But there are still other ways to publish and promote your case study. Here are a couple of ideas:

    Gated Behind a Blog Post

    As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client’s success and asking readers to fill out a form with their name and email address if they’d like to read the rest in your PDF.

    Then, promote this blog post on social media, through a Facebook post or a tweet.

    Published as a Page on Your Website

    As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

    Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a “Case Studies” or “Testimonials” button along your homepage’s top navigation bar.

    Business Case Study Examples

    You drove the results, made the connect, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you’re left with a little piece of sales enabling gold — a case study.

    To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.

    1. “New England Journal of Medicine,” by Corey McPherson Nash

    new england journal of medicine medical case study example

    When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that’s what they do. So in building the case study for the studio’s work on the New England Journal of Medicine’s integrated advertising campaign — a project that included the goal of promoting the client’s digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.

    Notice that the case study does include some light written copy — which includes the major points we’ve suggested — but really lets the visuals do the talking, allowing users to really absorb the studio’s services.

    2. “Shopify Uses HubSpot CRM to Transform High Volume Sales Organization,” by HubSpot

    shopify case study example

    What’s interesting about this case study is the way it leads with the customer. This reflects a major HubSpot credo, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot, and is accompanied by a short video and some basic statistics on the company.

    Notice that this case study uses mixed-media. Yes, there is a short video, but it’s elaborated upon in the additional text on the page. So, while case studies can use one or the other, don’t be afraid to combine written copy with visuals to emphasize the project’s success.

    3. “Designing the Future of Urban Farming,” by IDEO

    ideo urban farming business case study example

    Here’s a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — “The Challenge” and “The Outcome.”

    Immediately, IDEO has communicated two of the case study’s major pillars. And while that’s great — the company created a solution for vertical farming startup INFARM’s challenge — it doesn’t stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.

    4. “Secure Wi-Fi Wins Big for Tournament,” by WatchGuard

    Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard is able to do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.

    5. Rock and Roll Hall of Fame Boosts Social Media Engagement and Brand Awareness with HubSpot

    hubspot engagement and brand awareness campaign case study exampleIn the case study above, HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.

    6. Small Desk Plant Business Ups Sales by 30% With Trello

    trello small business case study example

    This case study from Trello is straight forward and easy to understand. It begins by explaining the background of the company that decided to use it, what their goals were, and how they planned to use Trello to help them.

    It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.

    7. Facebook’s Mercedes Benz Success Story

    Facebook’s Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.

    Each study begins with key stats that draw the reader in. Then it’s organized by highlighting a problem or goal in the introduction, the process the company took to reach their goals, and the results. Then, at the end, Facebook notes the tools used in the case study.

    facebook automobile industry case study example

    Showcasing Your Work

    You work hard at what you do. Now, it’s time to show it to the world — and, perhaps more important, to potential customers.

    But before you show off the projects that make you the proudest, make sure you follow the important steps that will help ensure that work is effectively communicated, and leaves all parties feeling good about it.

    Want to learn as you write your case study? Listen to an audio summary of this post below.

    For an easy way to get started, grab your free case study template below, and go create a case study that makes your subject proud of their success.

    Editor’s Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in July 2021.

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  • Best Fashion & Retail Marketing Agencies in Canada with Great Case Studies – Digital Marketing

    Best Fashion & Retail Marketing Agencies in Canada with Great Case Studies – Digital Marketing

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    Fashion and retail marketing agencies in Canada are guiding brands through their digital journey. Marketing is a big step that leads to success that shines like a star in many sectors including fashion and retail.

    In today’s digital world, every fashion brand needs a content marketing agency because they make creative use of social media and develop content that accelerates sales using the latest technology.

    There are countless contributions of marketing to brands that we cannot finish counting. They can provide many improving benefits for your fashion brand because they’re offering the advantage of the talents and experiences of the marketing agencies specialized in fashion and retail. With the support of these marketing agencies, you can

    • increase your sales, 
    • improve brand awareness, 
    • increase loyalty,
    • reach more customers at low cost and more.

    Best fashion and retail marketing agencies in Canada

    The best fashion and retail marketing agencies in Canada with great case studies first get to know your brand and your potential and existing customers. Then, they determine and implement the most accurate and appropriate strategies according to your brand needs and goals, and bring you the best results.

    A fashion and retail marketing agency helps you boost your brand image, position your company in search rankings, or manage your social media presence.

    Here are the best fashion and retail marketing agencies in Canada with great case studies:

    • War Room Inc
    • Fluency Digital
    • DIJGTAL
    • Massive Media
    • Green W
    • Blue Meta
    • Major Tom

    War Room Inc

    War Room Inc is a boutique digital advertising agency that specializes 100% in programmatic. They instantly tell you exactly

    • where your digital spend is going,
    • why it’s working, and
    • how to do more of it, without costing you too much.

    They are expertly trained to deliver highly specialized, intensely challenging programmatic ad campaigns that are beyond the means of traditional agencies.

    With War Room Inc’s expert team’s abilities, you can benefit your brand in many ways. Specifically, their services include optimization & deep analytics, innovative strategies, digital advertising campaigns, personal account manager, straightforward reports, PPC marketing, social media marketing, and more.


    Fluency Digital

    Fluency Digital is a women-owned web design and digital marketing agency based in Toronto and Niagara. Above all, they are a team of award-winning designers, content creators, digital strategists, and most importantly entrepreneurs. The team help understand your passion for business and your challenges in the Canadian market. Therefore, they provide the best returns.

    Fluency Digital has partnered with customers from many big brands. As a result of their long experiences, the services they offer services to strengthen your digital presence.

    Their services cover web design & development, paid search & social ads, video production, branding & design, SEO & accessibility, social media marketing, e-commerce, and digital strategy.


    DIJGTAL

    DIJGTAL is another of the best fashion and retail agencies in Canada. They are a strategic marketing agency based in Canada. They help transform complex business problems into ingenious human-led solutions. DIJGTAL team has helped many partners flourish in competitive industries. No matter what you’re trying to achieve, they have the experience to deliver the results.

    The agency provides services by focusing this process on tactics that have been validated by years of research. To clarify, their services include search engine optimization, pay-per-click management, social media advertising, content marketing, interactive advertising, inbound marketing.


    Massive Media

    best fashion and retail marketing agencies in Canadabest fashion and retail marketing agencies in Canada

    Massive Media is another leading branding and experience design agency with offices in Vancouver, Toronto, and New York. They approach every project with a purpose-built team of creative specialists, composed of category experts and culturally aligned natives.

    The team also formulate strategies that define the brands of their partners, pushing the boundaries of human experience in a digital-first world. They are a team of international experts united by a single goal. They create category-defining brands and digital experiences that make an impact, shape culture, and connect people.

    The range of services Massive Media offer is quite wide including brand strategy, UX and UI design, technical planning, prototyping, usability testing, research and strategy, digital, social, and branded content, reporting, and optimization.


    Green W

    best fashion and retail marketing agencies in Canadabest fashion and retail marketing agencies in Canada

    Green W is an international group focused on integrated digital marketing based in Europe and Canada. Their experts are specialized in online advertising and search marketing backed by data intelligence. The biggest thing that distinguishes Green W from others is their partnerships. They have worked with many world brands such as Prada, Apple, Ikea, Armani, Allianz, Bvlgari, Johnson & Johnson.

    Green W is among the best fashion and retail marketing agencies in Canada. Here is why: their 22 years of experience joining digital advertising and marketing technology enables them to offer you the necessary services in the best way. They can help you with data intelligence and measurement, user trust management, campaign management, digital acceleration, SEO, social media, visual content, and more.


    Blue Meta

    Blue Meta is a digital agency with strong financial acumen with marketing and technology to transform your businesses. Most importantly, they transform companies by creating a scalable marketing ecosystem of measurement, testing, and iteration.

    The team combines strong financial and business insight with expert data analysis and a deep understanding of current technologies. Moreover, they scale your business by quantifying the profitability of each tactic.

    They use the latest technology, data, and creativity to build systems that drive consistent and predictable revenue growth. Blue Meta provides many services such as branding, content marketing, web design & development, e-commerce, PPC marketing, digital strategy, inbound marketing, and more.


    Major Tom

    best fashion and retail marketing agencies in Canadabest fashion and retail marketing agencies in Canada

    Major Tom is a full-service digital agency. The team helps your ROI and ROAS blast off with planning and performance under one roof. They will get you strategic innovation as well as top-tier tactical execution. It’s full of experts team made up of some of the brightest minds from all corners of the web who humanize digital marketing. They are custom-picked to suit your organization’s needs.

    Major Tom’s partnership experiences with long-term clients such as LÓREAL, Canon, Mark Anthony, BioSil. They offer services such as digital strategy, paid search, brand strategy, SEO, eCommerce strategy, social media, content marketing. Moreover, you can get help for e-commerce development, Shopify plus, UX/UI design, customer journey, WordPress development.


    In conclusion, we have listed the best fashion and retail marketing agencies in Canada with great case studies. They can create winning strategies that increase loyalty, reach more customers and keep your existing customers.

    We recommend reviewing the most reliable agencies listed above while choosing the best partner for your business needs.

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  • Instagram Business, Creator, or Personal Account? Why the Instagram Business Account may be the best solution – Media

    Instagram Business, Creator, or Personal Account? Why the Instagram Business Account may be the best solution – Media

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    Instagram is one of the most popular social networks. Around 1.2 billion users worldwide spend approx. 1 hour a day on the network. Instagram is a platform for sharing images and videos. About 1000 posts are published every second. And, Instagram keeps on growing rapidly.

    Instagram offers 3 different profile types: Business, Creator and Personal. Especially the Business Account offers a lot of options for example placing ads or creating an online shop on Instagram. You can also simplify contact for your followers with a special contact button, add personal or business information, and many things more. Convert your Personal Account into a Business Account to benefit from all advantages. No matter if you use Instagram as a communication channel for personal purposes or as a freelancer, entrepreneur, business, company, or expert.

    In this blog post, I’ll show you

    • the differences and benefits of the profile types
    • why the Business Account may be the best solution and
    • how you can save time for your Instagram posts by using Blog2Social.

    You can choose between the following profile types:

    Personal

    The Personal Account, or the Standard Account, is used for private purposes. The private account type allows editing and uploading photos and videos and interacting with other users and followers. These followers are, for example, friends, family members, or colleagues too with which you send each other posts such as funny memes or interesting news. In the biography, you can place some information about you and a link.

    Nevertheless, there are 2 features that are only available for Personal Accounts:

    1. Private Profile: With a Personal Account you can decide if your profile should be public or private. If you set it to private, only your followers can see the content you share. Users who do not follow you yet, have the option to send you a request to follow you.
    2. Connect Facebook pages: You can connect your Personal Account with more than one Facebook page you administrate.

    Creator

    The Creator Account addresses specific types of users: influencers, artists, celebrities, and public figures. The Instagram Creator Account provides more options for sponsoring and cooperating with companies, especially for influencers.

    The following features are available for the Creator Accounts:

    1. Insights: The Creator Accounts provides access to the Facebook Creator Studio, where you get insights that are specifically tailored for marketing and brand cooperations, for example:
      – Age and gender of your followers
      – Weekly stats on posts, IGTV, and stories
      – Follower Growth
      – Follow/Unfollow-Stats
    2. Messenger: As a Creator, you have the option of sorting direct messages by priority or relevance. This makes it easy to manage the mass of daily messages and keep track of it.
    3. Shoppable posts: Creators can now also publish shoppable posts on which selected products are linked. Followers can thus shop directly via Instagram what they see in the images. The checkout process also takes place directly within the app.

    Business

    The Business Account offers a lot more options than a Personal and a Creator Account, for example placing ads or creating an online shop on Instagram. You can also make it easier for your followers to contact you with a special contact button, add business and industry information, and many things more. Instagram is an important communication channel for businesses, companies, entrepreneurs, and experts that will help you to increase the visibility of your content.

    The following features are available for the Business Account:

    1. Insights within the app: Within the Instagram app you get metrics about your target parameters like cities and countries, age, gender, and the time your followers are online. You will also receive insights about the performance of your posts, like the number of likes and the range. With this information, you can refine your strategy and reach your audience perfectly.
    2. Placing ads: Facebook has an ad tool that can be used to create and display ads. These ads can also be shown on Instagram.
    3. Promote posts: With the Business Account you have the option to promote your posts.How to promote posts on Instagram?
    4. Create an online shop: With a Business Account, you can create a shop on Instagram to sell your products and get access to features like product tagging.Checklist: How to create an online shop on Instagram?For detailed instructions, you can take a look at the guide for setting up the online shop by Instagram.
    5. Links in stories: To prevent spam, Instagram has reduced website links as much as possible. You can add links in the bio and under the posts in the text field. However, the links are not clickable under the posts. Nevertheless, verified accounts and Business Accounts with 10,000 or more followers can place links in their stories. So followers only need to swipe up and they will land on the linked website.
    6. Contact button: Business Accounts can implement a contact button in their bio to simplify contact for followers. You can enter the telephone number or the email address. Potential customers can thus make use of the service without detours.

    As you can see, the Instagram Business Account has way more and even useful features than the Creator and Personal Accounts. You can use these features to communicate your business, interact with your followers and promote your posts and products. So if you don’t have a Business Account yet, consider converting your Personal Account into a Business Account to benefit from all advantages. It can be useful, no matter whether you use it for your hobby or as a freelancer, entrepreneur, or expert, for your business company.

    Discover even more benefits of the Instagram Business Account here.

    However, sharing posts and products regularly and manually can be very time-consuming. Social media automation is a good way to reduce the effort and still provide your followers with valuable content on a regular basis.

    Save time for your Instagram posts by using Blog2Social

    The WordPress plugin Blog2Social is a social media automation tool that enables you to organize your entire social media scheduling and sharing directly from your WordPress dashboard to Instagram as well as many other social platforms. You can schedule and share your website content, your blog posts, and product posts. You can also create and share any other social media posts consisting of texts, links, images, and videos automatically. A social media calendar shows you an overview of all scheduled posts. And, with the Blog2Social interface for the Instagram Business Account you can schedule and share your social media posts, especially for your Business Account.

    Blog2Social also supports you with your Instagram Business post with the following features:

    • customize your Instagram Business posts with individual comments, hashtags, handles, and emojisIndividualize Instagram post with Blog2Social
    • create a post template to automatically generate Instagram Business posts from your website contentInstagram post template Blog2Social
    • schedule your Instagram Business posts automatically at the best times and reach your followers when they are active on InstagramThe best social media times to post on Instagram

    So with Blog2Social you can easily schedule and share posts as well as products to increase the visibility of your content. The sole requirement to connect Blog2Social with an Instagram Business Account is a Facebook page that can be linked to your Instagram Business Account.

    Getting curious? Start with Blog2Social now by following these steps:

    1. Install Blog2Social
    Install the Blog2Social plugin on your WordPress website first to connect your Instagram Business Account with it. If you are already working with Blog2Social Premium, you can skip this short introduction and continue directly with step 3.

    In the following guide, you will find a detailed instruction on how to install Blog2Social on your WordPress website.

    If you don’t know Blog2Social yet, we will show you how it works and how you can proceed step by step in this guide:
    >> Step by Step guide to Blog2Social.

    To connect Instagram Business is a feature of the Premium version. You can purchase your Blog2Social license to connect Blog2Social with your Instagram Business Account anytime.
    >> Purchase your Blog2Social license.

    If you have any questions about Blog2Social or if you need assistance choosing the right Premium license, please do not hesitate to contact us:
    >> Contact Blog2Social.

    2. Activate your license
    After the installation, you can activate the license key of your purchased Premium version under the tabs “Blog2Social -> Premium”. Then paste the license key you received with an email and copied before in the respective field and click “Activate”.

    How to activate the Blog2Social license key

    3. Connect Blog2Social with your Instagram Business Account
    If you already have a Business Account that is linked to a Facebook page, you can connect your Instagram Business Account with one click on “Networks”.

    How to connect Instagram with Blog2Social

    Your Instagram Business Account will be connected to Blog2Social via Facebook. Therefore, please make sure that your Instagram Business Account is linked to a Facebook page and that you have admin rights for this Facebook page.

    By entering the login data of your Facebook page, Blog2Social automatically connects your WordPress website with the respective Instagram Business Account.

    Do you have an Instagram Business Account but not a Facebook page or are you missing both?

    If you have an Instagram Business Account but not a Facebook page, you can simply create a Facebook page that can be linked to your Business Account. You will find a detailed instruction that guides you through the process in the following guide under
    >> “What if I already have an Instagram Business Account, but not a Facebook page?”.

    If you are missing the Instagram Business account as well as the Facebook page, you can convert your Personal Instagram Account to a Business Account and create a Facebook page that can be linked to it. You will find a detailed instruction that guides you through the process in the following guide under
    >> “What if I don’t have an Instagram Business Account and a Facebook page yet?”.

    4. Share your posts and products on your Instagram Business Account
    Now you can auto-post your posts and products on Instagram.

    To do so you have two different options. When you are done with editing your post, you can click on “Customize & Schedule Social Media Post” in the right sidebar of your WordPress editor.

    Customize and schedule Social Media Post

    Or you can go to your Blog2Social dashboard, click on “Site & Blog Content” and select the blog post you like to share.

    Blog2Social tab Site and Blog Content

    Both options will lead you to the Blog2Social one-page preview editor, where you can customize your posts for Instagram. You can select individual images for each post and schedule your social media posts. To change the featured image and select an individual picture to go with your post, simply click on “Change image”. A pop-up window will open, where you can choose another image from your blog post or from your media gallery. When you have finished your post, you can click on “Share”.

    Share Instagram post with Blog2Social

    Conclusion

    With Blog2Social you can save a lot of time for your Instagram Business posts. And, since Instagram is growing rapidly it is the best way to reach your audience and increase the visibility of your content. Take the chance and create an Instagram Business Account now!

    How to save time for your Instagram posts by using Blog2Social

    Our Reader Score

    [Average: 4.8]

    Patricia Rips

    Patricia has been a Content and Communication Manager at Adenion GmbH since 2019. She is studying Business Administration with the focus on marketing & sales at the FOM and expecting to graduate in 2022.



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  • Let’s Talk About Spanish PPC – SEO

    Let’s Talk About Spanish PPC – SEO

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    Spanish-PPC-Twitter

    As digital marketers, we have all been there — stuck on what to do next and trying to reinvent the wheel. We know what it is like to run out of ideas, to try every strategy, to test every new feature until we get to that point where we have done it all. And then what?

    What if I tell you that in order to come out on top, you don’t need to reinvent things? What if you can try something new while barely changing the way you do things now? What I am talking about is keeping in place all the strategies you know work, along with all the content you know sells, and then simply translating them into the second-most spoken language in the United States.

    Español.

    Why should we focus on Spanish over all other languages?

    Screen Shot 2021-07-22 at 12-14-19 PM-png

    This is a very fair question as there are hundreds of languages spoken in households all across the United States. Over 20% of Americans are bilingual and this segment of the population has more than doubled in the last 30 years. Additionally, the percentage of languages spoken at home is on the rise, from Spanish to Tagalog.

    With so many language options to choose from, the reason I am focusing on Spanish is because, besides English, it is the most commonly-spoken language in the United States.

    And since we are on the subject of bilingual speakers, I have a myth to bust. Most marketers believe that bilingual strategies will only be effective in major metropolitan areas. For this reason, it is not uncommon to see billboard and public transit ads in other languages posted in New York City or Los Angeles. However, these same billboard and public transit ads are not utilized outside major cities and, furthermore, are rarely used in digital marketing. But when you look at the map of the United States and evaluate the number who speak a foreign language at home, you can find pockets of speakers in every state. In fact, the state with the largest percentage increase of foreign language speakers at home was Nevada with a 1,088% increase since 1980. 

    Screen Shot 2021-07-22 at 12.18.15 PM

    The Hispanic population is made up of 60.5 million people which comprises nearly 20% of the country’s population. The United States has more Spanish speakers than every country other than Mexico. Hispanics are the fastest growing segment of the U.S. population; for every two people added to the population, one is Hispanic.

    Hispanics represent 20 different nationalities, but the U.S. population has a large percentage coming from Mexico, Cuba, and Puerto Rico.

    The Hispanic consumer is very important to the U.S. economy because they control $1.5 trillion in buying power. This is up 212% from the last decade! Not only that, their consumption of products and services has increased by 42% in the same time period. Additionally, studies show that 66% of U.S. Hispanics pay attention to online ads and — more importantly — 93% take action after seeing the ads online, rendering them an incredible asset to the world of digital marketing. 

    The real question we need to be asking ourselves is, if they represent such a significant portion of our online population, why is no one talking to them online? They represent a significant portion of the population, they have money, and they have a big desire to spend it. 

    Why should digital marketers invest in Spanish?

    Screen Shot 2021-07-22 at 12.21.59 PMScreen Shot 2021-07-22 at 12.31.14 PM

     

    Let’s dig into how to actually implement the strategy (that is not technically a strategy).

    Setting up a campaign correctly

    Like with any experiment, we need to follow the scientific method and separate our variables. These campaigns should be treated as a test and each language should be tested out separately. The test budget I recommend is 20-30% of what you would normally spend in a campaign. In terms of their setup, there are a few nuances we want to watch out for when considering bilingual campaigns. In the language setting, I like to add the language I am testing, as well as the main language of the country; in this case, English.

    Another important thing to consider when setting up ad scheduling, is time zones. Google Ads and Bing Ads treat this feature very differently. In Google, we are looking at the time zone in which the account is created and, in Bing, the time zone of the end user. If you are testing bilingual and international campaigns, make sure you are not scheduling them during times your target audience is sleeping.

    The rest is quite easy because you have already done the heavy lifting and testing. You will keep the structure the same and begin by simply selecting a few of your best-performing ad groups, or 30-50 of the top-performing keywords.

    Translation

    Translating ads is costly unless you can do it yourself. I know that not everyone has the knowledge or confidence to do it on their own, so I usually recommend a free tool like Google Translate. Even as a native speaker, I use this tool to double check my own work.

    Free tools like Google Translate do a great job, but can be very time-consuming if a large amount of keywords or ad copy translation is needed. One of my favorite hacks in Google Sheets is using the Google Translate function. GoogleTranslate allows you to, in seconds, translate everything efficiently.

    Screen Shot 2021-07-22 at 12.36.20 PM

    I always suggest having a native Spanish speaker double check your work if possible because, like all languages, the meaning and words can vary greatly, depending where you are from. 

    I attended the Women in Search and Digital Marketing Speak My Language Conference and learned that the word we use in the United States for pants is not the same everywhere else. If you were to use that same word in the United Kingdom, you would instead be referring to underpants.If you are a clothing retailer in the United Kingdom, this is vital information. You could be bidding on a word with incorrect intent, missing out on all the good clicks by not using the proper term — trousers. That is just one example of the importance of using the correct verbiage in a multilingual country. Within the Spanish language, 20 countries are represented, and so a term as simple as bus may be completely different elsewhere, depending on your country of origin.

    Even if you do not have a Spanish coworker or friend to assist you, there are some noteworthy places to ask for help. Twitter and Reddit have large communities with people from all over the world to help translate or double check your work.

    Screen Shot 2021-07-22 at 12.38.44 PM

    Important Ad Copy Considerations

    Crafting the correct ad copy is important when reaching any audience, but crafting the perfect message in a language that may not be your own is a Herculean task. Thankfully, the Spanish speakers in the United States are an easy audience to work with. Though they are used to consuming their online media in English, the majority are at home speaking purely Spanish, or at least bilingually, with low expectations in regards to the quality of the online content. Fifty-two percent are using English browser settings, not as a preference, but because they have no other choice. 

    Screen Shot 2021-07-22 at 12.42.59 PM

    When viewing ads, 88% of Hispanics will pay attention regardless of language when it includes an aspect of their culture. Obviously, the best practice here is to translate your ads 100%, but I also believe it is ok to translate 50% or even to not translate at all. The goal we are trying to achieve here is to show searchers quality information the first time they try looking for it. In the SERP, it is ok to have an English ad pointing to a Spanish keyword, because you will most likely be one of the few trying to fight for that space and make it to the top. It is better to have a well-written English ad than a Spanish ad with mistakes.

    Screen Shot 2021-07-22 at 12.48.16 PM

    Mobile 

    Hispanics spend two more hours per week using their smartphones than all other demographics in the United States. Having a mobile plan is key to reach this audience. In fact, 68% of Hispanics who are searching on Google do it on a mobile device. Bidding higher on mobile, crafting mobile-specific ads, and creating Call-Only Campaigns could prove very successful as a bilingual mobile strategy.

    YouTube

    Advertising on YouTube is an essential part of reaching the Hispanic audience of the United States. Why? Because according to Neilsen, more Hispanics watch YouTube than any other cable network. When creating video content, we have good news — there is no need to translate these ads (which is a much more complex endeavor than text translation). Sixty percent of Hispanics watch content in English the majority of the time. Don’t forget to award yourself bonus points for including aspects of Hispanic culture to videos targeted to this audience!

    What I find is interesting is how 75% of Hispanics use YouTube to learn about new products and to make informed purchasing decisions.

    As you can see, Spanish PPC is a powerful way to connect with new users without having to break your formula or the bank. It also has another huge benefit — it opens the door to making searching online accessible for all. By simply translating or including elements of a different culture into keywords and ads, we are extending an open invitation for people to feel comfortable and catered to when searching online.

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  • Don’t Pay Ransomeware Payments After Cyberattacks – Technology

    Don’t Pay Ransomeware Payments After Cyberattacks – Technology

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    “It is our policy, it is our guidance, from the FBI, that companies should not pay the ransom for a number of reasons,” Christopher Wray testified under questioning from members of the House Judiciary Committee.

    Besides the fact that such payments can encourage additional cyberattacks, victims may not automatically get back their data despite forking over millions, “and that’s not unknown to happen,” Wray said.

    UNITED STATES - June 10: Federal Bureau of Investigation Director Christopher Wray before the House Judiciary Committee for i



    UNITED STATES – June 10: Federal Bureau of Investigation Director Christopher Wray before the House Judiciary Committee for its hearing on “Oversight of the Federal Bureau of Investigation in Washington on Thursday, June 10, 2021. (Photo by Caroline Brehman/CQ-Roll Call, Inc via Getty Images)

    In ransomware attacks, hackers lock up and encrypt a victim’s data and demand a payment in order to return it. They have proliferated in scale over the past year, targeting not just hospitals and police agencies but also critical infrastructure and vital industries. Some recent major corporate targets have responded by paying the ransom, fearing that a prolonged shutdown of their businesses could have catastrophic consequences for the country and disrupt crucial supply chains.

    Colonial Pipeline, which transports about 45 percent of fuel consumed on the East Coast, last month paid a ransom of 75 bitcoin — then valued at roughly $4.4 million — in hopes of getting its system back online.

    On Wednesday, JBS SA, the world’s largest meat processing company, revealed that it had paid the equivalent of $11 million to hackers who broke into its computer system last month.

    Colonial Pipeline CEO Joseph Blount told lawmakers this week that the decision to pay the ransom was the hardest choice of his career but ultimately the right thing to do, particularly given the gas shortages that surfaced within days in parts of the United States. He said that although the key the company was given to decrypt its data did not work perfectly, Colonial has resumed operations after a brief shutdown.

    “There are a whole bunch of things we can do to prevent this activity from occurring, whether they pay the ransom or not, if they communicate and coordinate and work closely with law enforcement right out of the gate,” he said. “That’s I think the most important part.”

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  • RansomEXX ransomware leaks files stolen from Italian luxury brand Zegna – Cyber Security

    RansomEXX ransomware leaks files stolen from Italian luxury brand Zegna – Cyber Security

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    RansomEXX ransomware operators hit the popular Italian luxury fashion house Ermenegildo Zegna Holding and started leaking stolen files.

    Zegna is one of the most famous Italian luxury fashion houses. It was founded in 1910 by Ermenegildo Zegna in Trivero, Biella Province of the Piedmont region of Northern Italy.

    Ermenegildo Zegna Group is the largest menswear brand in the world by revenue. As of 2018, Ermenegildo Zegna operated 480 retail stores (267 of which company-owned) across the world. Following the company’s strongly export-oriented strategy, exports account for over 90% of total sales.

    The revenge of the company was €1.159 billion as 2018.

    The RansomEXX ransomware group claims to have stolen 20.74GB of data from the company and leaked 43 archives (42 archives of 500MB in size and 1 archive containing 239.54MB of documents).

    Zegna

    The RansomEXX gang has been active since 2018 under the name Defray, in June 2020 the group rebranded as RansomEXX. The RansomEXX ransomware targets both Windows systems and virtual machines running VMware ESXi servers.

    Recently the RansomEXX gang infected the systems at Italy’s Lazio region causing problems for the ongoing COVID19 vaccination campaign. This week the ransomware gang RansomEXX ransomware gang hit the Taiwanese manufacturer and distributor of computer hardware GIGABYTE and claims to have stolen 112GB of data.

    Follow me on Twitter: @securityaffairs and Facebook

    Pierluigi Paganini

    (SecurityAffairs – hacking, Zegna)




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  • Increase Your ROI With Push & Pop – AffiliateMarketing

    Increase Your ROI With Push & Pop – AffiliateMarketing

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    Why RollerAds?

    RollerAds is a self-service, high-performance ad network with worldwide coverage and some powerful in-house optimization tools.

    With 10K+ direct publishers, 1.2B+ daily impressions and 2.5M daily clicks, RollerAds has some impressive stats.

    The ad network uses the CPC (cost-per-click) pricing model for push ads and CPM for Onclick, with a minimum click value of just $0.001 – although you may want to bid higher for best results, especially in Tier 1 Geos.

    In addition to Push, RollerAds offers the On-Click ad format. This is a Popunder ad format that you can choose from the advertiser panel when creating your campaigns.

    They also have some neat campaign and targeting tools to target your audience effectively, which we’ll look at in just a moment.

    Read on to find out more about how to use RollerAds to find untapped traffic sources, boost your ROI, and find highly engaged audiences for your offers from just $0.001 per click.

    Creating Your Account on RollerAds

    Go ahead and click the Sign Up button on the top navigation bar of the home page. This will take you to a form where you can register as an advertiser on RollerAds.

    Exclusive for Mobidea Academy readers: RollerAds Coupon – 15% Extra Balance

    rollerads sign up page

    Simply fill out the details, click the verification link sent to your email, and login to the platform.

    One of the cool things about RollerAds is that they’ve included a useful help video for new users. We recommend watching this to get an idea of how things work.

    This is only shown to new users who haven’t yet created a campaign, and will later be replaced by a summary of any campaigns you have created.

    You can also contact the support team via email, Skype, or Telegram if you need additional support.

    RollerAds Review: Dashboard

    One of the things I immediately liked about the interface is the clean layout. It’s very clear, direct, and noticeably void of any clutter that might otherwise confuse a new user.

    It’s easy to navigate and important data, such as your user profile and account balance, can be seen at a glance.

    rollerads dashboard

    You can manage your account using the left-hand sidebar menu.

    This is arranged as follows:

    Campaigns – This shows a list of any campaigns you have created, along with a summary of their performance.

    Create Campaign – Create campaigns using the On-Click or Push notification ad format.

    Reports – View detailed reports from your campaigns in real-time. You can group results by campaign and targeting options, and filter by zones, feeds, and more. Reports can be exported as a CSV file to use elsewhere.

    Tracking – RollerAds has decent tracking, along with the ability to test conversion tracking and easy integration with all major trackers.

    Finance – There are multiple ways to fund your account, including Credit Card, Wire Transfer, WebMoney, Paypal, Payoneer, and Bitcoin. The minimum deposit amount is just $50. You can also set up email balance notifications and auto-recharge from this tab.

    Profile – Use this to set your personal details and preferred messaging medium. Options include Skype, Telegram, WhatsApp, and Facebook.

    Creating Your First Campaign

    RollerAds keeps things simple by having all the campaign creation tools on one page. To set up your campaign just follow the steps as they appear on the page for targeting, ad placement and budgeting.

    There’s also a preview window so you can check progress and review the details prior to submission.

    creating a new campain on rollerads

    Here’s the complete list of targeting options:

    General – You can set your campaign name and target URL here. There’s some useful macros here too which are as follows:

    • {campaignId}
    • {creativeId}
    • {zoneId}
    • {feedId}
    • {clickId}
    • {cost}
    • {device}
    • {browser}
    • {browserVersion}
    • {os}
    • {osVersion}
    • {country}
    • {countryName}
    • {isp}
    • {carrier}
    • {connectionType}
    • {UserAgent}
    • {ageGroup}
    • {format}

    You don’t have to use them all, but it’s recommended that you start with {campaignId}, {zoneId}, and {clickId} to help identify which ad channels are most profitable for your offers.

    Keep in mind that macros on RollerAds are case-sensitive, so it’s important to use the token as it appears on the screen.

    If you want, you can choose to have only premium quality here but this will raise the cost of your bid.

    Countries and Bid – Choose which Geo you want to target along with the bid. You can use the suggested bid feature here or use the rates shown on the CPC rates tab of the main site. This tab gives you a bit more info, including the Country, ISO code, Impressions, Clicks, and average CPC rate for the day. You can select cities or regions to include or exclude from your ad. Bids can be adjusted later at the campaign optimization stage.

    Carriers – Target users by Mobile ISP (Carriers) and connection type (Dialup, Cable/DSL, Cellular)

    Creatives – Add your title, description, and image for your creative. You can also use macros in your creatives. Available macros for both title and description are {city}, {City}, {country}, {Country}. It’s possible to clone your creatives to make an A/B test. This option isn’t available for On-Click campaigns.

    creative example 1 creative example 2

    Subscription Age – This allows you to target by the freshness of the user. Options are from 0 to 60+ days. User freshness will have an effect on bids and conversions.

    Browser – Browsers, versions, and languages can be set here

    OS Targeting – Select platform (Mobile, Tablet, Desktop) and OS (Windows, MacOS, Android). It is not currently possible to target iOS users with Push notification ads.

    Day and Time Targeting – Choose the times you want your ads to be active in the local time of the end-user.

    IP Targeting – Include or exclude IPs.

    Capping – Set the frequency cap for users per creative, per hour.

    Campaign Budget – Set the daily and total budget for the campaign.

    Advanced Settings – Here you can include or exclude Feed IDs and Zones.

    If you are creating an On-Click campaign you will notice some minor differences in the setup. These include CPM bids (instead of CPC) and the ability to target iOS. There’s also no need for creatives or to select the subscription age with Pop ads.

    When you are done, check the preview window.

    rollerads campaign preview

    One feature we love about RollerAds is the CPA optimization tool. Turn this on before starting your campaign to have RollerAds automagically disable low converting zones to help you reach your CPA target.

    rollerads cpa optimization tool

    Once you are happy with the settings, tick the quality guidelines checkbox and start your campaign.

    If you now check the campaign tab from earlier again you will see your live campaign. From here you can see the daily counters, including impressions, clicks, and conversions, CTR, CPA, eCPC, eCPM, and Cost. You can also clone, stop, start or archive your campaigns from the campaign tab.

    Simply click the campaign settings to make any changes to your ads. This is particularly useful for testing different options, such as desktop and mobile targeting.

    Clicking the stats icon will take you to the reporting page for the campaign ID.

    Campaigns Tracking With RollerAds

    RollerAds adds some neat tracking options to the platform that can be used with the S2S conversion tracking postback URL.

    This URL can be used with your tracker to give you more insights about your ads.

    This makes it easy to see which zones are performing best for your offers.

    You can then copy the ZoneID and exclude or include it from your campaign.

    Here’s an example of how a postback URL would look in Voluum (Read our Voluum review):

    Campaign link:

    https://youroffer.com/click.php?campaign_id={campaignId}&zone_id={zoneId}&externalid={clickId}

    Actual postback URL:

    https://eu.rollerads.com/conversion/{externalid}/aid/1066/0f0d5f3801623bb4

    Make sure to use your personal account when you are creating your tracking link.

    There’s also a convenient button to test the conversion tracking that you can use before activating your campaign.

    Once you see the notification message, “Conversion is registered” in the Conversion Tracking page, you’re good to go!

    Get in touch with the support team if you need any help with setting up conversion tracking.

    What Verticals Can You Run With RollerAds?

    There’s a bunch of verticals that work well with the Push and On-Click ad format.

    These include:

    • Sweepstakes
    • Finance
    • Dating
    • Software
    • Forex
    • Insurance
    • Loans
    • Crypto
    • eCommerce
    • Betting
    • Gambling
    • Nutra
    • Utilities
    • Extensions
    • Utilities
    • Push Subscriptions
    • PinSubmit
    • Media
    • Cinema & TV

    Let’s take sweepstakes as an example of how you can use RollerAds to make bank. These offers are easy to find, simple to set up, and have crazy high conversions.

    First, choose your offer and set up your campaign as shown in the first part of this article. We recommend signing up as a Mobidea affiliate and trying out some trending sweepstake offers.

    Next, create a pre-lander for your offer. This can be a quiz, spin-the-wheel, questionnaire, gift box, or similar, which work well with ‘Win an iPhone’ type offers.

    Finally, optimize your campaign by seeing which targeting options, zones, and creatives gave you the most conversions. You can see this from the reporting tab and your tracker. Adjust your bids and try different headlines and images for your creatives and landers at this stage to increase your ROI.

    Tip: Emojis can be fire when it comes to increasing user engagement with your creatives/pre-landers!

    Wrapping Up

    When it comes to Push and Pop ads, RollerAds is the real deal.

    The slick interface and campaign targeting options are backed up with impressive real-world stats that make RollerAds the perfect ad network for CPA affiliates.

    The in-house ad-tech used by the RollerAds helps protect against fraud and the results you can get from the platform speak for themselves.

    You’ll find everything from the campaign creation to tracking and the optimization process flows well, and no stone is left unturned!

    That said, if you do have any suggestions or need help with your ads, the support team is available to chat.

    Bonus for Mobidea readers: Once you create your account, speak to your account manager and mention the promo code MobideaRoller15 to get an extra 15% bonus on the first deposit! This bonus is only available for new advertisers.

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  • How to Assess Your Review Collection Strategy – Business

    How to Assess Your Review Collection Strategy – Business

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    Some people collect rocks, others collect baseball cards. You, on the other hand, collect reviews. 

    User reviews are an invaluable asset for modern businesses, serving as a resource for product teams, salespeople, marketers, and prospective buyers alike. Reviews help showcase your product and build trust between your brand and the consumer. 

    The key to user reviews is consistency. In fact, 85% of consumers consider reviews more than three months old to be irrelevant. This means you can’t just collect a handful of reviews and call it quits on your strategy. 

    Luckily, implementing a robust review strategy doesn’t have to be a headache. This guide will walk you through everything you need to assess, implement, and optimize your review collection strategy.

    Looking ahead

    In this article you will learn how to:

    • Evaluate and complete your my.G2 profile
    • Implement changes to ramp up review collection
    • Qualify for G2 Reports and Best-Of lists
    • Review and optimize your review strategy

    Review collection 101

    It’s no secret that brands are in the midst of a crisis of trust with today’s consumers. The modern buyer is more socially aware, technologically-driven, and has higher expectations than their older counterparts. This shift in the buyer’s journey means that transparency is more important than ever before. 

    But what do reviews have to do with untrusting buyers? In a highly connected digital world, consumers are constantly exposed to negative news and reports. This means modern buyers are less likely to trust a company and much more likely to trust their peers. 

    Social proof is critical when it comes to building trust with consumers. Authentic feedback and testimonials from other consumers are incredibly important as they help validate product claims for the buyer. 

    93%

    of buyers say online reviews influenced their purchase decisions.

    Source: Qualtrics

    And reviews aren’t just beneficial for buyers. Companies can utilize product reviews to keep tabs on their current and previous customers’ sentiments about their products and experiences. 

    Information collected from user reviews can also be shared across departments to drive various initiatives, including: 

    • Marketing can use reviews to inform value propositions or as trusted assets for campaigns. 
    • Product teams can collect information from reviews to influence product development and enhancements. 
    • Customer success can use reviews to check the pulse on customer sentiment.   
    • Sales can leverage user reviews and testimonials when in discussions with prospective customers. 

    Why are user reviews important?

    Review collection is an invaluable strategy for every business. Implementing a strong review collection strategy will help:

    • Build trust with today’s wary buyer by providing authentic social proof
    • Consistently solicit valuable feedback for product development teams
    • Spread brand awareness and attract different buyer demographics
    • Buyers compare and evaluate solutions during the decision-making process

    Step 1: Evaluating your my.G2 profile

    You’re likely familiar with G2 product profiles. These are the pages where users can learn more about a product and, most importantly, read and leave reviews. my.G2 is simply the backend admin portal where companies can access their G2 product profile, reviews, content, and data. 

    First, it’s important to completely fill out your G2 product profile. This is how users learn more about your product on G2, so if there is limited information on your profile, they’ll likely move on to another solution. Remember, the more information the better. 

    my.g2-review-activity
    The Review Activity dashboard on my.G2

    Profile performance data is important, but putting this information into context is crucial. That’s why you can find G2 Analytics all in one place to help you understand how you stack up against your competition. 

    Your G2 profile gives you a chance to differentiate from your competitors and convert more visitors into buyers. Once your profile is up and running, you’re ready to take advantage of the valuable features of my.G2

    my.G2 provides valuable insights into your product profile, enabling you to see review activity, filter by approval status, and even respond to reviews. You can then easily export and utilize this information across your entire organization.

    Tips for completing your G2 profile

    Your G2 profile is the first place potential buyers will go to learn about you. Make sure your product profile includes:

    • Updated brand logos
    • An eye-catching banner image
    • Accurate product descriptions
    • Current product pricing

    Step 2: Implementing changes to ramp up review collection

    Once you establish your G2 product profile, there are simple tactics you can use to maximize your user reviews and ramp up feedback collection.

    First, rework your messaging. Communicate why a user’s feedback is valued and how your business leverages reviews to improve the product. For instance, you can ask users to specifically leave feedback on new product updates or launches. People are more likely to take action if they understand how their feedback impacts both the business and their own experience with the product. 

    If you feel your review collection has plateaued, try incentivizing it. Monetary incentives, like gift cards or discount codes, encourage users to take immediate action and leave authentic feedback. 

    Next, be sure to leverage all of your current user reviews by sharing them on your website, social media, and other marketing assets. If user reviews helped influenced a product change or development, share the cause and effect of this feedback to your audience. Show users that you take their feedback seriously by responding publicly to both positive and negative reviews. 

    89%

    of consumers read companies’ responses to user reviews.

    Source: BrightLocal

    However, one of the most important factors for review collection is timing. Leaving feedback should be simple for the user. Meet your customers exactly where they are and provide a seamless user experience by utilizing review levers and integrations. 

    Review integrations and levers

    G2’s review integrations and levers are useful tools brands can leverage to increase the quality, frequency, and number of reviews. Soliciting feedback is already part of your plan and G2 supports those initiatives with integrations and levers that are safe and simple to use. 

    The Integration Hub is the go-to place for G2 customers to safely connect their profile with various sales, marketing, and retention tools they already use and trust. G2 integrations help automate workflow to make review collection a breeze. 

    integration-hub@2xThe Integration Hub in my.G2

    Hot tip: Check out G2’s integrations with review collection tools Pendo and Medallia!

    G2 Review Levers are specifically designed to safely collect more and better reviews. These levers can help fuel your review engine so you can meet your customers in the right place, at the right time. 

    • In-app reviews: Activate in-app reviews by simply adding a form to your site. The in-app review lever helps you avoid legal roadblocks and protect your customer list.
    • Drupal widget: Showcase reviews to customers wherever (and whenever) they may need them. The Drupal widget collects G2 reviews and allows for custom placement based on your site’s needs.
    • Automated review updating: Ensure your user reviews are always up-to-date by automating the process of asking users for fresh, updated feedback.
    • InMail prompts: Enable your customers to answer questions and leave feedback directly inside emails with our InMail prompts. 

    Step 3: Qualifying for G2 Reports and Best-Of lists

    User reviews possess a lot of power. Not only do they help influence buying decisions and product development, but they also help your brand rank on G2 Reports. But ranking high on reports isn’t just for vanity. Your inclusion in reports can heavily influence a prospective customer’s purchase. 

    Here’s how it works: Your customers leave reviews. Those reviews affect how you rank on G2 software reports. Those reports influence other buyers’ purchase decisions. Wash, rinse, repeat. 

    Below are the four types of G2 Reports: 

    • Grid® Reports compare products within a particular software category based on satisfaction and market presence scores. 
    • Index Reports provide a score for evaluating a single factor in the software purchase process, highlighting usability, implementation, relationship, or results. 
    • Compare Reports feature side-by-side comparisons of up to four competitors based on satisfaction rating.
    • Momentum Reports display a product’s growth trajectory in their respective category over the last year, based on user satisfaction scores, digital growth, and employee growth.

    G2 scores products based on reviews from our user community, as well as aggregated data from online sources and social networks. Our unique algorithm then calculates the Satisfaction and Market Presence scores in real-time. 

    Although scoring is different for each report, factors such as pricing information, ROI, results data, user adoption, usability data, feature level data, as well as your Satisfaction and Market Presence scores can affect your rank. 

    Tips for qualifying for G2 Reports

    Harness the power of your customers’ voices with G2 Reports. Here’s how you can start qualifying for inclusion on reports:

    • Fill out your G2 profile with updated visuals and high-value product information like pricing.
    • Regularly solicit feedback and collect at least 100 reviews on your G2 product profile.
    • Implement product changes based on user feedback to positively influence future reviews.
    • Ask for updates to ensure your reviews reflect the most current customer sentiment.

    If you’re interested in learning how your company can rank on G2 Best-Of software lists, stay tuned! G2 will be announcing how to qualify for our 2022 Best-Of lists soon.

    Step 4: Optimizing your review strategy

    So you kickstarted a review collection strategy – now what? After you get the basics up and running, you can focus on continuously improving your collection methods and the user experience to make the most of your reviews.

    Stay consistent with your strategy

    It’s important to run regular review campaigns and monitor the activity on my.G2. This will provide you with invaluable insight into your users’ sentiment that can help drive product development.

    Engage and respond to user reviews so you can establish trust and transparency between you and your consumers.

    Improve your user experience

    The best way to ensure your strategy works (and continues to work) is to listen and adapt to your users’ preferences. Use G2 integrations and levers to make the review process as easy and convenient for your users as possible.

    You can also create automatic triggers so your review collection is always on.

    Leverage content off G2

    Capturing reviews for your G2 profile is valuable – but it doesn’t have to stop there. Display reviews or badges on your website’s home page, product pages, and testimonial pages. You can include relevant reviews next to demo request forms and other contact pages to boost prospective buyers’ confidence.

    G2’s Content Subscription gives you access to social assets that showcase your profile’s star rating and user reviews.

    The 4 pillars of review collection

    Follow the four pillars of a review collection strategy for long-term success: 

    • Ask every user for reviews
    • Solicit reviews consistently
    • Request updates for old reviews
    • Respond to reviews and provide customer service

    Keep on adding to your collection

    After all, a good collector never stops collecting.

    Your review collection strategy should operate like a well-oiled machine, only requiring minor fixes to help improve processes. Committing to a set strategy and working to optimize the experience will help you get users to share authentic, marketable feedback about your product.

    Not a G2 customer yet? Launch a review campaign built around trust and credibility. Schedule a 15-minute consultation with a G2 expert today. 

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  • New climate instructions; Xie’s latest speech; Flooding death toll surges – Clean Energy

    New climate instructions; Xie’s latest speech; Flooding death toll surges – Clean Energy

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    Welcome to Carbon Brief’s China weekly digest. 
    We handpick and explain the most important climate and energy stories from China over the past seven days.

    This is an online version of Carbon Brief’s weekly China Briefing email newsletter. Subscribe for free here.

    Snapshot

    China’s top decision-making body has issued new instructions to guide the country’s climate action, according to state media. In a meeting chaired by President Xi Jinping, policymakers demanded that the nation “stick to a single game nationwide” and “rectify campaign-style ‘carbon reduction’”, among other orders. In an explainer published yesterday, Carbon Brief spoke to various experts to provide the context behind these latest directives.

    上微信关注《碳简报》

    Meanwhile, China’s climate envoy, Xie Zhenhua, said on Tuesday that the country would release its updated plans to reduce carbon emissions “in the near future”, “potentially before” COP26, reported AFP. An expert told Carbon Brief that Xie could be responding to “what he recognises to be a growing global impatience with China’s climate inaction”.

    Separately, the rain-induced flooding that swamped central China’s Henan province had killed at least 302 people as of Monday, including 292 from the provincial capital, Zhengzhou, local officials said. It came after the UN’s regional chief of disaster risk reductionwrote that there was an “evident” connection between climate change and the “extreme flood events” that recently hit China, India and western Europe.

    Key developments

    High-level political meeting gives new climate directives

    WHAT: A high-level political meeting chaired by President Xi has instructed officials of all levels to pursue China’s “dual-carbon” goals – the peaking of carbon emissions before 2030 and the achieving of “carbon neutrality” before 2060 – in a “coordinated and orderly manner”. It also called on the country to “stick to a single game nationwide”, “rectify campaign-style ‘carbon reduction’” and “establish [new rules] before breaking [old ones]”. Those instructions were relayed to the Chinese public by Xinhua, the state news agency, and CCTV, the state broadcaster.

    WHEN: According to the reports, the meeting took place last Friday in Beijing. It delivered the climate instructions among a series of macroeconomic commands for the country’s economic work in the second half of this year.

    WHO: The meeting was held by the Central Political Bureau of the Communist Party of China (CPC), or the Politburo for short. It is the supreme decision-making body of the CPC and currently has 25 members, including President Xi. Although state media did not specify who the Politburo was instructing, Prof Alex Wang from UCLA School of Law told Carbon Brief that the message was supposed to “percolate throughout the system”. He noted that these signals were “always aimed at government leaders and officials throughout the system, SOE (state-owned enterprise) bosses and workers”.

    HOW: Dr Guo Li from King’s College London told Carbon Brief that the directives emphasised that the 2030/2060 climate goals must be pursued with “total planning” and “in an orderly fashion”. She said that “a single game nationwide” referred to the need for “coordinated national responses”. Prof Wang noted that the instruction of “rectify[ing] campaign-style ‘carbon reduction’” was a call to urge local officials to avoid the “sometimes wild attempts” of meeting targets. Prof Lin Boqiang from Xiamen University told financial outlet Yicai that the phrase “establish[ing] before breaking” was an order to prioritise building emission-curbing infrastructures before conducting decarbonisation. Read Carbon Brief’s explainer to understand the historical ties and wider context of these orders.

    WHY IT MATTERS: These instructions signified a “soften[ing] tone” from China on its climate ambition “amid power shortages”, according to Bloomberg. Reuters said that the instructions “fuelled concerns” that China “might backtrack” on its climate pledges. The newswire noted that analysts expected China to “cool some aggressive steps” to curb CO2 emissions from heavy industry. Dr Guo told Carbon Brief that the orders implied a softening of the tone in the short term, “but not necessarily so in the long term”. But Prof Yuan Jiahai from North China Electric Power University in Beijing told Carbon Brief that they actually suggested that China’s climate policy “will only get stricter and stricter”. 

    China to release updated climate plans ‘in the near future’

    WHAT: Xie Zhenhua, China’s special envoy on climate change, said this week that the nation would release its updated plans to reduce carbon emissions “in the near future”, reported AFP, via France 24. According to the newswire, the official said that the plans would be released “potentially before” the COP26 summit, which will take place in Glasgow in November. AP reported that, according to Xie, “China will stick to its goal of having its carbon emissions peak by 2030”. Watch a video of the webinar here.

    WHEN: Xie made the remarks on Tuesday during a webinar organised by the Hong Kong University of Science and Technology and Our Hong Kong Foundation, a thinktank. This is not the first time he has announced the timeline. During a financial forum in Beijing on 27 July, Xie stated that China would submit its updated nationally determined contributions (NDC) and long-term low-carbon development plan to the UN before COP26 “as scheduled”. This is also a requirement to all member countries by the Paris Agreement, which China ratified on 3 September 2016. 

    WHO: Todd Stern, the former US special envoy for climate change under the Obama administration, also participated in the webinar. Stern stated that “a consensus was forming among international scientists that the world needed to upgrade the goal to 1.5C”, reported South China Morning Post. In response, Xie stressed that the world “should focus on delivering decarbonisation promises and engage in international technological cooperation, rather than arguing over agreed upon goals”, the publication said. 

    HOW: During the speech, Xie also said that China’s climate leaders group – which was formed in late May by the central government – would release a “1+N” policy system “in due course” to guide the nation’s climate action, according to a release from Our Hong Kong Foundation. Xie explained that the “1” referred to the “guiding opinions” on the realisation of emission peaking and carbon neutrality, while the “N” stood for the “action plan” for the 2030 peak emissions goal as well as “policy measures and actions” for “key” sectors and industries, the release said. Singapore-based Channel News Asia explained a “10-point plan” under the “1+N” framework, which Xie elaborated on during the speech. 

    WHY IT MATTERS: Xie was, in part, “responding to what he recognises to be a growing global impatience with China’s climate inaction”, according to Daniel Gardner, emeritus professor of Chinese history and environment at Smith College in the US. Prof Gardner told Carbon Brief that although President Xi’s 2060 “carbon neutrality” pledge last September was “warmly received globally”, China’s 14th five-year plan offered “no substantive or systematic measures” for decarbonising and “left global observers very disappointed”. Prof Gardner noted: “Xie’s remarks, I think, are meant to address such concerns, to assure observers that China is, in fact, preparing detailed decarbonisation measures to be taken this decade.” He Jun, senior researcher of ANBOUND, a thinktank with offices in China and Malaysia, told Carbon Brief that Xie’s response to Stern meant that “China hopes to cooperate more with other countries in terms of carbon emission reduction”. He added: “In particular, [China hopes that] developed countries should share resources and technology so as to assume their due responsibilities.”

    Other news

    FLOODING: The death toll of the flooding that recently struck Henan province jumped to 302 people as of Monday, more than three times the previously announced figure, reported Associated Press. CCTV said that 50 people remained missing and nearly 1.5 million had been displaced as of Monday. On Friday, Sanjay Srivastava, chief of disaster risk reduction at the United Nations Economic and Social Commission for Asia and the Pacific, wrote that there was an “evident” connection between climate change and the recent “extreme flood events” in China, India and western Europe. The Hindu BusinessLine reported Srivastava’s remarks. Last week’s China Briefing explained the reaction by various media to the Henan disaster. 

    COAL: China’s national coal consumption increased by 10.7% year-on-year in the first half of 2021, reaching about 2.1bn tonnes, reported People’s Daily, a state-run newspaper. Enterprises “above the designated size” – a Chinese set phrase referring to companies earning more than 20m yuan (£2.2m) through their main business annually – produced 1.95bn tonnes of raw coal during the six months, a 6.4% year-on-year growth, the outlet said. Meanwhile, China imported 140m tonnes of coal during the period, a 19.7% drop compared to the first half of last year. The statistics were released by the China Coal Industry Association, according to the report. 

    MORE COAL: China’s social and economic development will be “inseparable” from coal for “quite a long time in the future” due to the country’s “endowment of resources” and “the phase” of its development, reported state-run China Energy News on Wednesday. The outlet cited Prof Xie Heping from the Chinese Academy of Engineering. Xie added that even after achieving “comprehensive carbon neutrality”, China would still need 1.2-1.5bn tonnes of coal annually to ensure electricity supply and energy stability. However, another report from China Energy News, co-authored by Prof Yuan Jiahai, argued that conventional coal would not be the “ballast stone” of China’s electricity system in the long run. 

    RENEWABLE ENERGY: China opened its first “near zero-carbon”, “comprehensive” refuelling station for “new energy” vehicles in Tianjin last Thursday, according to CCTV. The official channel said that the station features solar panels, geothermal heat pumps, energy storage facilities and 71 recharging docks. These renewable energy measures were expected to cut the station’s carbon emissions by about 4,575 tonnes annually, the report added.  

    NUCLEAR: A reactor at a nuclear plant in China was shut down for “maintenance” due to minor fuel damage, the plant’s operator said on Friday, reported AFP via South China Morning Post. The Taishan nuclear power plant said in a statement that it had detected “minor” fuel damage in its number one unit, but the reactor could “continue to run stably”. The operator noted that it had decided to follow the safety-first rule and shut down the unit to look for the cause of the damage and change the damaged fuel. Earlier this month, the plant’s French co-owner indirectly hinted that the reactor should be shut. Read last week’s China Briefing for more.

    STEEL: It could be “difficult” for China to cut its steel output this year even though the government wants to, CNBC reported on Monday, citing “analysts”. The outlet wrote that the country’s steel production was “likely to be lower” in the second half of 2021, but pushing it below 2020 levels might be “a challenge”. The report noted that China’s crude steel output increased by nearly 12% year-on-year in the first half of this year. Meanwhile, S&P Global Platts reported that the cuts on steel output in China were expected to continue in the second half of 2021 and even into 2022.

    ETS: An expert on China’s carbon market has said that the country’s current carbon pricing is “effective”. Prof Zhang Xiliang, who led the overall technical design of China’s national emission trading scheme (ETS), told China News Service, a state-run newswire, that China’s carbon price averaged at around $8 per tonne following the launch of the ETS trading. “I think this is a very good level,” Prof Zhang said to the outlet.

    Extra reading

    New science

    When carbon emission trading meets a regulated industry: Evidence from the electricity sector of China
    Journal of Public Economics

    A new paper has assessed the effectiveness of China’s carbon market pilots in reducing emissions in the electricity sector by analysing data on thousands of power plants from across the country between 2005 and 2017. The study shows that the carbon emission trading system (ETS) has “no effect” on changing the coal efficiency of regulated coal-fired power plants. However, the researchers identified a “significant” reduction in coal consumption associated with ETS participation. This reduction was achieved by lower electricity production ordered by dispatch authorities and not because of the carbon price, according to the paper. Dr Mun S. Ho from Harvard University, a co-author of the paper, tells Carbon Brief: “The conclusion about the impact of regulated electricity prices on the effectiveness of carbon prices is important to designing adaptations of the national ETS to make it work efficiently.” (Read Carbon Brief’s in-depth Q&A to learn more about China’s national ETS.)

    Urbanisation magnified nighttime heatwaves in China
    Geophysical Research Letters

    Nighttime heatwaves have become more frequent, more severe, longer-lasting and occurring increasingly earlier in spring and later in autumn across China since the 1980s, according to new research. By evaluating nighttime heatwaves across China during 1980-2017, the researchers found that urbanisation has intensified urban heat islands and amplified heatwaves over major urban clusters. Prof Jia Gensuo from the University of Chinese Academy of Sciences in Beijing is the corresponding author of the paper. He tells Carbon Brief: “As many parts of the country experience extended heatwaves right now, this study is expected to further raise awareness of increasing risks of extreme heat stress under climate change and urbanisation.”

    Please email any feedback or tips to [email protected]



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  • Bookmarkable Guide & Template – Content Marketing

    Bookmarkable Guide & Template – Content Marketing

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    Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises.

    Sure, you could say that you’re great at X, or that you’re way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.

    One of the best ways to prove your worth is through a compelling case study. In fact, HubSpot’s 2020 State of Marketing report found that they are so compelling that they are the fifth most commonly used type of content used by marketers.

    Download our free case study templates here to help you display your company's  success.

    Below, I’ll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.

    Case Study Definition

    How to Write a Case Study

    How to Format a Case Study

    Business Case Study Examples

    Showcasing Your Work

    Case Study Definition

    A case study describes a specific challenge a business has faced, and the solution they’ve chosen to solve it. Case studies can vary greatly in length and focus on a number of details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.

    In professional settings, it’s common for a case study to tell the story of a successful business partnership between a vendor and a client. Perhaps the success you’re highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company’s services in action.

    When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers and help you attract new clients.

    To help you arm your prospects with information they can trust, we’ve put together a step-by-step guide on how to create effective case studies for your business — as well as free case study templates for creating your own. Get them using the form above, and then get creating using the steps below.

    1. Get started with case study templates.

    Telling your customer’s story is a delicate process — you need to highlight their success while naturally incorporating your business into their story.

    If you’re just getting started with case studies, we recommend you download HubSpot’s Case Study Templates. Included are three plain-text and three designed templates to explain how your customers thrived while using your product or service.

    case study templateDownload Now

    2. Determine the case study’s objective.

    All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.

    Your first step when writing a case study is to determine the objective or goal of the subject you’re featuring. In other words, what will the client have succeeded in doing by the end of the piece?

    The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.

    Your case study can focus on one of the following client objectives:

    • Complying with government regulation
    • Lowering business costs
    • Becoming profitable
    • Generating more leads
    • Closing on more customers
    • Generating more revenue
    • Expanding into a new market
    • Becoming more sustainable or energy-efficient

    3. Establish a case study medium.

    Next, you’ll determine the medium in which you’ll create the case study. In other words, how will you tell this story?

    Case studies don’t have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest, and a video case study on your YouTube channel.

    Here are some different case study mediums to consider:

    Written Case Study

    Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.

    Video Case Study

    Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.

    Infographic Case Study

    Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.

    Podcast Case Study

    Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they’ll know the partnership between you and your client was a genuine success.

    4. Find the right case study candidate.

    Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.

    Product Knowledge

    It helps to select a customer who’s well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.

    Remarkable Results

    Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they’re more likely to convey the enthusiasm that you want prospects to feel, too.

    One part of this step is to choose clients who have experienced unexpected success from your product or service. When you’ve provided non-traditional customers — in industries that you don’t usually work with, for example — with positive results, it can help to remove doubts from prospects.

    Recognizable Names

    While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own. In fact,89% of consumers say they’ll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.

    Switchers

    Customers that came to you after working with a competitor help highlight your competitive advantage, and might even sway decisions in your favor.

    5. Contact your candidate for permission to write about them.

    To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.

    Most importantly at this point, however, is getting your subject’s approval. When first reaching out to your case study candidate, provide them with the case study’s objective and format — both of which you will have come up with in the first two steps above.

    To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you’re writing this for your own company’s benefit, your subject is far more interested in the benefit it has for them.

    Benefits to Offer Your Case Study Candidate

    Here are four potential benefits you can promise your case study candidate to gain their approval.

    Brand Exposure

    Explain to your subject whom this case study will be exposed to, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one’s own market, making case studies particularly useful to a client looking to expand their name’s reach.

    Employee Exposure

    Allow your subject to provide quotes with credits back to specific employees. When this is an option to them, their brand isn’t the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career-development opportunities they might not have otherwise.

    Product Discount

    This is a more tangible incentive you can offer your case study candidate, especially if they’re a current customer of yours. If they agree to be your subject, offer them a product discount — or free trial of another product — as a thank-you for their help creating your case study.

    Backlinks and Website Traffic

    Here’s a benefit that is sure to resonate with your subject’s marketing team: If you publish your case study to your website, and your study links back to your subject’s website — known as a “backlink” — this small gesture can give them website traffic from visitors who click through to your subject’s website.

    Additionally, a backlink from you increases your subject’s page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.

    6. Case study email template.

    Once your case study candidate approves of your case study, it’s time to send them a release form.

    A case study release form tells you what you’ll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:

    sample case study email release form template

    You might be wondering, “What’s a Case Study Release Form?” or, “What’s a Success Story Letter?” Let’s break those down.

    Case Study Release Form

    This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:

    • A clear explanation of why you are creating this case study and how it will be used.
    • A statement defining the information and potentially trademarked information you expect to include about the company — things like names, logos, job titles, and pictures.
    • An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
    • A note about compensation.

    Success Story Letter

    As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you’ll want to be sure to define the following steps in the Success Story Letter.

    The Acceptance

    First, you’ll need to receive internal approval from the company’s marketing team. Once approved, the Release Form should be signed and returned to you. It’s also a good time to determine a timeline that meets the needs and capabilities of both teams.

    The Questionnaire

    To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you’ll want to ask the participant to complete a questionnaire prior to this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.

    The Interview

    Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer’s experience with your product or service.

    The Draft Review

    After the case study is composed, you’ll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.

    The Final Approval

    Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.

    Once the case study goes live — on your website or elsewhere — it’s best to contact the customer with a link to the page where the case study lives. Don’t be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results, but their impressive growth, as well.

    7. Ensure you’re asking the right questions.

    Before you execute the questionnaire and actual interview, make sure you’re setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:

    • What are your goals?
    • What challenges were you experiencing prior to purchasing our product or service?
    • What made our product or service stand out against our competitors?
    • What did your decision-making process look like?
    • How have you benefited from using our product or service? (Where applicable, always ask for data.)

    Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the “Golden Rule of Interviewing.” Sounds fancy, right? It’s actually quite simple — ask open-ended questions.

    If you’re looking to craft a compelling story, “yes” or “no” answers won’t provide the details you need. Focus on questions that invite elaboration, such as, “Can you describe …?” or, “Tell me about …”

    In terms of the interview structure, we recommend categorizing the questions and flow into six specific sections that will mirror a successful case study format. Combined, they’ll allow you to gather enough information to put together a rich, comprehensive study.

    Open with the customer’s business.

    The goal of this section is to generate a better understanding of the company’s current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:

    • How long have you been in business?
    • How many employees do you have?
    • What are some of the objectives of your department at this time?

    Cite a problem or pain point.

    In order to tell a compelling story, you need context. That helps match the customer’s need with your solution. Sample questions might include:

    • What challenges and objectives led you to look for a solution?
    • What might have happened if you did not identify a solution?
    • Did you explore other solutions prior to this that did not work out? If so, what happened?

    Discuss the decision process.

    Exploring how the customer arrived at the decision to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:

    • How did you hear about our product or service?
    • Who was involved in the selection process?
    • What was most important to you when evaluating your options?

    Explain how a solution was implemented.

    The focus here should be placed on the customer’s experience during the onboarding process. Sample questions might include:

    • How long did it take to get up and running?
    • Did that meet your expectations?
    • Who was involved in the process?

    Explain how the solution works.

    The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

    • Is there a particular aspect of the product or service that you rely on most?
    • Who is using the product or service?

    End with the results.

    In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

    • How is the product or service helping you save time and increase productivity?
    • In what ways does that enhance your competitive advantage?
    • How much have you increased metrics X, Y, and Z?

    8. Lay out your case study format.

    When it comes time to take all of the information you’ve collected and actually turn it into something, it’s easy to feel overwhelmed. Where should you start? What should you include? What’s the best way to structure it?

    To help you get a handle on this step, it’s important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you’ll see in some of the examples we’ve included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.

    Whether your case study is primarily written or visual, we recommend focusing on the seven-part outline, below. Note: Even if you do elect to use a visual case study, it should still include all of this information, but presented in its intended format.

    1. Title: Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
    2. Subtitle: Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
    3. Executive Summary: A 2-4 sentence summary of the entire story. You’ll want to follow it with 2-3 bullet points that display metrics showcasing success.
    4. About the Subject: An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
    5. Challenges and Objectives: A 2-3 paragraph description of the customer’s challenges, prior to using your product or service. This section should also include the goals or objectives the customer set out to achieve.
    6. How Product/Service Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
    7. Results: A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company, and helped achieve its goals. Include numbers to quantify your contributions.
    8. Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
    9. Future Plans: Everyone likes an epilogue. Comment on what’s ahead for your case study subject, whether or not those plans involve you.
    10. Call to Action (CTA): Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you’ve done.

    To help you visualize this case study outline, check out the case study template below, which can also be downloaded here.

    case study template: cover page example

    case study template: results and solution page example

    When laying out your case study, focus on conveying the information you’ve gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

    9. Publish and promote your case study.

    Once you’ve completed your case study, it’s time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

    But there are still other ways to publish and promote your case study. Here are a couple of ideas:

    Gated Behind a Blog Post

    As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client’s success and asking readers to fill out a form with their name and email address if they’d like to read the rest in your PDF.

    Then, promote this blog post on social media, through a Facebook post or a tweet.

    Published as a Page on Your Website

    As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

    Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a “Case Studies” or “Testimonials” button along your homepage’s top navigation bar.

    Business Case Study Examples

    You drove the results, made the connect, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you’re left with a little piece of sales enabling gold — a case study.

    To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.

    1. “New England Journal of Medicine,” by Corey McPherson Nash

    new england journal of medicine medical case study example

    When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that’s what they do. So in building the case study for the studio’s work on the New England Journal of Medicine’s integrated advertising campaign — a project that included the goal of promoting the client’s digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.

    Notice that the case study does include some light written copy — which includes the major points we’ve suggested — but really lets the visuals do the talking, allowing users to really absorb the studio’s services.

    2. “Shopify Uses HubSpot CRM to Transform High Volume Sales Organization,” by HubSpot

    shopify case study example

    What’s interesting about this case study is the way it leads with the customer. This reflects a major HubSpot credo, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot, and is accompanied by a short video and some basic statistics on the company.

    Notice that this case study uses mixed-media. Yes, there is a short video, but it’s elaborated upon in the additional text on the page. So, while case studies can use one or the other, don’t be afraid to combine written copy with visuals to emphasize the project’s success.

    3. “Designing the Future of Urban Farming,” by IDEO

    ideo urban farming business case study example

    Here’s a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — “The Challenge” and “The Outcome.”

    Immediately, IDEO has communicated two of the case study’s major pillars. And while that’s great — the company created a solution for vertical farming startup INFARM’s challenge — it doesn’t stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.

    4. “Secure Wi-Fi Wins Big for Tournament,” by WatchGuard

    Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard is able to do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.

    5. Rock and Roll Hall of Fame Boosts Social Media Engagement and Brand Awareness with HubSpot

    hubspot engagement and brand awareness campaign case study exampleIn the case study above, HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.

    6. Small Desk Plant Business Ups Sales by 30% With Trello

    trello small business case study example

    This case study from Trello is straight forward and easy to understand. It begins by explaining the background of the company that decided to use it, what their goals were, and how they planned to use Trello to help them.

    It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.

    7. Facebook’s Mercedes Benz Success Story

    Facebook’s Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.

    Each study begins with key stats that draw the reader in. Then it’s organized by highlighting a problem or goal in the introduction, the process the company took to reach their goals, and the results. Then, at the end, Facebook notes the tools used in the case study.

    facebook automobile industry case study example

    Showcasing Your Work

    You work hard at what you do. Now, it’s time to show it to the world — and, perhaps more important, to potential customers.

    But before you show off the projects that make you the proudest, make sure you follow the important steps that will help ensure that work is effectively communicated, and leaves all parties feeling good about it.

    Want to learn as you write your case study? Listen to an audio summary of this post below.

    For an easy way to get started, grab your free case study template below, and go create a case study that makes your subject proud of their success.

    Editor’s Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in July 2021.

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