Running a local business today is like trying to host a party in a crowded marketplace. There’s competition everywhere, consumer preferences shift constantly, and customers are always looking for the next exciting experience. The businesses that thrive are the ones that can quickly adapt to what people want—before their competitors do.

That’s where Yelp’s Trend Tracker comes in. It’s like having insider access to what people are craving, booking, and raving about in real time. This tool collects and analyzes millions of consumer interactions to identify the biggest rising trends across different industries. For small business owners, this is marketing gold. It means you can tweak your products, update your messaging, and plan ahead without wasting money on trial and error.

Instead of guessing what customers want, you can see exactly what they are searching for and how their behavior is shifting. Whether it’s an increase in searches for mocktails, boutique fitness classes, or unique dining experiences, this tool helps local businesses make informed decisions that drive traffic and revenue.

Yelp’s Trend Tracker isn’t just about watching trends; it’s about using them to grow. Here’s how local businesses can take advantage of this powerful tool.

What Is Yelp’s Trend Tracker and How Does It Work?

Yelp’s Trend Tracker is a data-driven tool that monitors millions of consumer searches, reviews, and interactions to identify what is trending in real time. It tracks search patterns, customer behavior, and emerging preferences across different industries. Instead of relying on guesswork or outdated reports, business owners can access fresh insights that reflect current consumer interests.

Yelp’s Trend Tracker (https://trends.yelp.com/)  measures the frequency of specific phrases and topics in Yelp searches. This means if a new food trend is taking off or a certain type of service is gaining popularity, you can see it happening as it unfolds.

It also analyzes the text of customer reviews, not just search terms. If people are consistently mentioning specific features, flavors, or experiences in their reviews, businesses can pick up on those details and incorporate them into their marketing strategies.

Unlike traditional trend reports that might take months to compile, Yelp’s data updates monthly. This means businesses can stay agile and adjust their strategies based on the most up-to-date consumer insights.

For example, in January 2025, searches for mocktails saw a significant spike as more people participated in “Dry January.” Restaurants and bars that quickly adjusted their menus to feature alcohol-free cocktails were able to capture this growing audience, while those that ignored the trend missed out on potential sales.

How Small Businesses Can Use Yelp Trend Data

Look, trend data is expensive and hard to process and understand.  And, that’s what makes Yelp’s trend data so wonderful. 

Remember, they are processing actual voice of the customer inputs from reviews and searches and serving them up on a platter for you. 

Spot Trends Early and Adapt Fast

One of the biggest advantages of Yelp’s Trend Tracker is its ability to detect trends before they go mainstream. Instead of reacting late, businesses can be among the first to capitalize on new consumer interests.

A bookshop café noticing a surge in searches for “book bars” could introduce a special book and wine pairing event or start a monthly themed book club with signature cocktails. A gym seeing increased interest in “Pink Pilates Princess” workouts could launch themed fitness classes and market them as the latest trend in wellness.

The key is to check Yelp’s trend data regularly and look for patterns in your industry and location. If you see something trending that aligns with your business, take action before your competitors do.

A Closer Look at How to Use Yelp Trends in Your Business

OK, now that you know that Yelp’s Trend Tracker is a cool tool. Let’s talk about how to actually use it in your business. 

Visit the site regularly and see what’s up there.  I’d recommend at least a couple times a year, or once per quarter.  You don’t have to actually do anything about it – but you do need to see what people are talking about 

Visit “Recent Reports on the Home Page.  Here you’re going to find the most recent analysis that Yelp has put together.  Your type of business may NOT be referenced, but that doesn’t mean you won’t learn anything. 

In this example, they are talking about topics that will most impact restaurants.  No surprise because nearly half of all business types included in Yelp are restaurants.  Hence, it stands to reason that if you’re a restaurant owner, Yelp is going to be your new best friend when it comes to customer research.

• Restaurants: 49%
• Home & Local Services: 19%
• Shopping: 15-16%
• Beauty & Fitness: 11%
• Health Services: 8-9%

But what about the rest of us?  What can we learn from the data if we’re another type of business?

Let’s play with “Mushrooms are having a moment”  Sure, they’re talking about mushroom drinks, but what if you’re a retailer?  You can add cool, creative and innovative mushroom inspired products. 

What about the other example; reservations for large parties… Again, it’s focusing on restaurants, but that doesn’t mean that you can’t use this if you’re another type of local business.  

Here’s the quote that stood out to me:

“younger generations build community and grow friendships. Yelp users are searching for local restaurants to host their intimate gatherings, no special occasion needed.”

Even if you aren’t running a restaurant, you can take advantage of this trend.  You can create an offer to host private shopping or private spa parties, etc.  Do your research, see how restaurants are pricing these events (because they are all doing it differently).  Make sure you know your costs and profit – so that you know your baseline.  After you’ve done that, put it on the shelf and focus on your customers and what they would LOVE.  

When online shopping first cropped up a lot of retailers were complaining that they were losing customers to Amazon.  That’s when some trend reporters started talking about brick and mortar businesses shifting their outlook from necessity to entertainment. 

Update Your Business Description and SEO

Search engines prioritize businesses that use relevant, trending keywords, and Yelp’s data can help you optimize your profile and website for better visibility.

If a rising trend is gaining traction, make sure your business description includes related keywords so that potential customers can easily find you. A fitness studio noticing increased searches for “low-impact workouts” could update their description to highlight pilates and yoga as core offerings. A bakery seeing a rise in interest for “gluten-free desserts” could ensure their profile and website emphasize their gluten-free options.

Updating your business description isn’t just about SEO—it’s about making sure customers immediately see that you offer what they are already searching for.

Create Trend-Based Promotions and Events

Once you spot a trend, turn it into a limited-time offer, promotional campaign, or special event.

A local spa noticing a spike in travel-related searches could create a “Staycation Wellness Package” to attract customers who are cutting back on travel but still want a luxury experience. A restaurant seeing increased interest in “plant-based comfort food” could launch a seasonal plant-based menu or host a tasting event.

By framing your promotions around trending topics, you make your business more relevant and exciting to customers who are actively searching for those experiences.

Engage with Community Trends

Consumers today are drawn to businesses that foster community and shared experiences. Yelp’s Trend Tracker shows that searches for social clubs, book clubs, and trivia nights have been rising.

This shift presents an opportunity for businesses to create spaces where customers can connect. A coffee shop could introduce a weekly book club or poetry night to attract customers looking for social events. A brewery could start hosting game nights or live music events to bring people together.

Building a sense of community isn’t just good for business—it encourages customer loyalty and word-of-mouth marketing. People who attend events or engage in shared experiences are more likely to return and recommend your business to friends.

Refine Your Social Media and Content Strategy

Social media thrives on what’s trending. Yelp’s insights can provide inspiration for what to post and how to keep your content relevant.

If wellness retreats are trending, a yoga studio could create a behind-the-scenes video of an in-house retreat experience. If functional beverages like mushroom coffee are seeing a rise in searches, a café could create educational posts on the health benefits of their new mushroom-infused drinks.

Using trending topics in social media captions, blog posts, and ads helps your content reach more people. It also positions your business as being in tune with what customers want right now.

Stay Authentic: Not Every Trend Is for You

Not every business should jump on every trend. The key to using Yelp’s insights effectively is knowing which trends align with your brand and which ones don’t.

A classic steakhouse shouldn’t suddenly pivot to an all-vegan menu just because plant-based dining is trending. However, they might introduce a high-quality plant-based option to cater to the growing demand. A craft brewery seeing a rise in interest for “sober bars” doesn’t need to stop selling beer but could introduce a small selection of non-alcoholic craft brews.

Businesses should focus on trends that naturally fit their brand, enhance their existing offerings, and appeal to their target customers. Instead of chasing every new fad, use Yelp’s data strategically to make small but impactful adjustments.

Yelp’s Trend Tracker Is Free Market Research for Small Businesses

Many businesses spend thousands on consultants and research firms to understand consumer behavior. Yelp’s Trend Tracker offers similar insights—completely free.

By keeping an eye on Yelp’s data, businesses can:

• Identify consumer interests before they become mainstream
• Adjust their marketing and offerings in real time
• Create events and promotions that align with current trends
• Improve their online visibility and SEO with trending keywords
• Stay ahead of competitors who aren’t using data-driven insights

Small businesses that embrace data-driven decision-making are more likely to attract customers and increase sales. Instead of relying on gut feelings or outdated reports, they can make informed choices that reflect what people actually want.

The best way to get started is to check out the latest trends on Yelp’s Trend Tracker and pick one insight to test in your business this month. Even a small adjustment—like renaming a menu item to match a trending search term—can lead to noticeable improvements in visibility and sales.

Yelp’s Trend Tracker is more than just a tool; it’s a game-changer for local businesses that want to stay relevant, competitive, and connected to their customers.

Nostalgia marketing isn’t just a tool for the big players. Whether you’re a solopreneur running a side hustle or a coach trying to grow your audience, nostalgia can be your secret weapon to cut through the noise. Let’s dive into why it works and how you can harness the power of the past to create meaningful connections with your audience today.

Why Nostalgia Works

Nostalgia taps into a powerful psychological mechanism. It’s more than just remembering the “good old days”; it’s about revisiting the emotions associated with those moments. That warm, fuzzy feeling you get when you see an old commercial or hear a classic song isn’t by accident. Nostalgia activates parts of the brain tied to positive emotions, and people love revisiting those times that made them feel safe, happy, and carefree.

When your marketing can evoke those same feelings, you create an emotional bond with your audience. And when people feel good about your brand, they’re far more likely to buy from you.

In an era where trust in advertising is at an all-time low, nostalgia can cut through skepticism. It’s familiar, comforting, and reminds customers of a time when they weren’t bombarded with digital ads every day. The result? A genuine connection that feels less like a sales pitch and more like a shared memory.

Crafting Nostalgia for Every Generation

One of the best parts about nostalgia marketing is its versatility. It’s not tied to one generation—it just depends on which memories you want to evoke. Here’s how to approach different generations with a touch of the past:

• Millennials (Born 1981–1996): This generation fondly remembers the 90s and early 2000s. Think Friends reruns, Tamagotchis, and early internet culture. Nickelodeon shows, Game Boys, and MySpace can all make a comeback in your campaigns. For Millennials, it’s about reliving their childhood and early teenage years—those carefree, pre-smartphone days.
• Generation X (Born 1965–1980): The 80s and early 90s are the sweet spot for Gen X. From Back to the Future to cassette tapes, grunge music, and the early days of MTV, tapping into these memories can create a powerful sense of familiarity. You might reference iconic movies, arcade games, or even those first home computers with a splash of neon and synth.
• Boomers (Born 1946–1964): For Boomers, it’s all about the 50s, 60s, and 70s. Classic rock, family sitcoms like Happy Days, or even the rise of fast food chains like McDonald’s and Burger King tap into their fond memories of a simpler time. A nod to Americana, old-fashioned customer service, or classic car culture could be the way to their hearts.
• Generation Z (Born 1997–2012): Yes, even Gen Z has its own nostalgia, albeit more recent. Early social media platforms, the rise of YouTube, and even 2010s pop culture (hello, early TikTok!) can trigger feelings of nostalgia for this younger group. Don’t be afraid to blend the recent past with futuristic elements to grab their attention.

Practical Ideas and AI Prompts for Nostalgia Marketing

Let’s add some practical magic to this nostalgia marketing strategy! Here are specific, actionable ideas and AI prompts that you can use right now to get started with your own nostalgia-based marketing campaigns.

1. Revive the Classics: Social Media Style

Practical Idea: Create a #ThrowbackThursday (#TBT) post highlighting a product or moment from your business’s past. If you don’t have a long history, share a cultural reference from when you started, like a song, TV show, or gadget that was popular.

AI Prompt: “Write an Instagram post caption that evokes nostalgia for early 2000s culture, and connect it with my brand of handmade jewelry. Include a reference to MySpace or classic MTV.”

2. The Nostalgic Customer Journey: Tell a Story

Practical Idea: Share a story of how you got started in your business with visual aids. Post an old photo of your first office (even if it was your kitchen table) and explain the journey you’ve been on. You could also share a milestone event that brings back memories for your audience.

AI Prompt: “Generate a heartfelt blog introduction about starting my coaching business in 2005, weaving in nostalgic elements from that year (like flip phones and early social media). Make it relatable for current entrepreneurs.”

Here’s what I got:

3. Run a Throwback Event with a Twist

Practical Idea: Host a retro-themed giveaway. Let your audience vote on which of your old products they’d like to see come back, or create a poll featuring classic things from the 80s, 90s, or 2000s that are somehow related to your niche.

AI Prompt: “Create a poll for my Instagram story that gets users to choose between their favorite 90s tech gadgets, connecting it back to my productivity coaching services by hinting at simpler times. Keep it engaging and funny.”

4. Craft Retro Marketing Copy that Connects

Practical Idea: Use nostalgia in your email subject lines and headers. Instead of “Check Out Our New Product,” try something like “Remember When Life Was Simpler? Let’s Take You Back…”

AI Prompt: “Write an email subject line that taps into millennial nostalgia for Saturday morning cartoons, promoting my latest line of colorful notebooks. Make it fun and curiosity-inducing.”

5. Merge Retro with Modern

Practical Idea: Blend nostalgic design with modern messaging. Use fonts or colors from specific eras to design your social media graphics or email headers. Pair a retro image with a playful modern quote to balance the vibe.

AI Prompt: “Design a caption for a Facebook post using retro 80s slang to announce a new feature of my productivity app. Make sure it sounds fun, but also clearly explains the feature’s benefit.”

6. Share Pop Culture Flashbacks That Relate

Practical Idea: Bring up old pop culture references that tie back to what you do. If you’re in fitness, talk about old exercise fads like jazzercise. If you’re in tech, remember Y2K worries and how far we’ve come.

AI Prompt: “Write a Twitter thread reminiscing about the tech fears of the Y2K era and link it to my IT consulting services, highlighting how far cybersecurity has come.”

7. Give Your Audience a Taste of the Past

Practical Idea: Use a retro theme in your next webinar or virtual event. Create a playlist of nostalgic songs that you play in the background or during breaks. Or dress up in a fun retro costume (like an 80s power suit or 90s grunge) to surprise your audience.

AI Prompt: “Suggest a playlist of early 2000s pop hits that I can use in the background for my upcoming webinar on digital marketing. Keep it light and upbeat, something that’ll give millennials and Gen Z some nostalgic vibes.”

8. Start a Nostalgia-Themed Challenge

Practical Idea: Launch a challenge on social media that encourages your audience to share their favorite memory connected to your industry. For example, a “Share Your Retro Workspace” challenge where followers post pics of their old offices (clunky PCs, anyone?).

AI Prompt: “Create a social media challenge announcement for Instagram that invites followers to share their earliest memory of setting up a home office. Make it nostalgic and engaging, with a call to action that encourages interaction.”

9. Nostalgic Merch for Your Audience

Practical Idea: Create limited-edition merchandise with a retro look—maybe a t-shirt or notebook featuring your logo reimagined in a classic design from the 80s or 90s. This works especially well for building loyalty among long-time followers.

AI Prompt: “Write a product description for a limited-edition t-shirt designed with retro 80s fonts and colors, celebrating my coaching business’s 10-year anniversary. Make it sound exclusive and nostalgic.”

10. Tell Stories that Spark “Feel Good” Memories

Practical Idea: If you have testimonials from long-term clients, ask them to share what it was like when they first started with you. Highlight their journey in your blog or as a social media series, focusing on how things have evolved.

AI Prompt: “Write a blog snippet that highlights a customer testimonial from someone who started with my services in 2010. Make it nostalgic, focusing on the early challenges they overcame, and add a sense of pride in how far they’ve come.”

The Dos and Don’ts of Nostalgia Marketing

To make nostalgia work for your brand, you need to strike the right balance between emotional resonance and modern relevance. Here are a few key tips:

Do:

• Understand Your Audience: You have to know what memories your audience cherishes. Research their cultural touchpoints and understand what makes them tick.
• Keep It Authentic: Nostalgia marketing works best when it feels genuine. Don’t just slap a retro logo on something and call it a day—make sure the nostalgic elements align with your brand’s story.
• Blend the Old with the New: Nostalgia shouldn’t feel stuck in the past. A modern twist on a classic theme ensures that your marketing is fresh and relevant.

Don’t:

• Overdo It: Too much nostalgia can feel like a gimmick. Use it strategically and sparingly to keep your marketing efforts feeling fresh.
• Alienate Younger Audiences: If you’re constantly referencing the 70s and 80s, you may alienate younger consumers. Make sure your campaigns have broad appeal or are segmented for different demographics.
• Ignore Modern Trends: Incorporating nostalgia doesn’t mean ignoring the present. Keep your design sleek, your copy sharp, and your tech up-to-date.

The Future of Nostalgia

Nostalgia marketing is more than just a clever tactic—it’s a way to create a deep, emotional connection with your audience. By tapping into fond memories, you can stand out in today’s crowded digital landscape and foster a sense of loyalty that’s hard to beat.

As you experiment with nostalgia in your marketing efforts, remember that it’s about making people feel something. Whether it’s a laugh, a smile, or a trip down memory lane, those emotions will ultimately drive engagement and sales. So, what’s your first step in embracing the power of the past? It’s time to get creative, take risks, and make your audience say, “I remember that!”

Ready to give it a shot? Pick one of these ideas and watch how a little nostalgia can create big connections.

It’s a valid question in 2024. As marketers, we have to look at it from all angles – both positive *and* negative. It might not be the flashy platform it was five years ago, but Twitter still has a sizable user base. That said, diving headfirst into Twitter marketing without a solid plan is like navigating a minefield blindfolded.

This post, let’s talk about how approach Twitter marketing thoughtfully, and decide if it’s right for you, and, if so, how to do it well.

Is Twitter a Marketing Wasteland? The Changing Landscape

Twitter was once a thriving hub for conversations, where users could share thoughts and questions and receive authentic responses. Today, things have shifted. Elon Musk’s acquisition, the rebranding as X, and an emphasis on “free speech” have led to a shift in user perception, as highlighted in a report from Pew Research.

With an increasingly polarized user base and constantly changing algorithms and policies, some question if Twitter is the right space for businesses to see a consistent ROI. To illustrate how tricky this is, let me share a personal experience.

The Day My Twitter Strategy Exploded

I was an early adopter of Twitter back in October of 2007. In it’s original form, it was a community building platform much more than a media platform.  At first, it was focused on personal branding.  It gave individual experts the ability to create and promote their brand voice via their Twitter account. 

Marketing on Twitter was organic, natural and authentic.  Think of it as a far reaching text group; people who followed each other were in the chat group.  As groups grew, they brought in hashtags.  And so a hashtag became a text group.

As my participation in these hashtag communities grew, so did my followers.  I was able to do real-time market research on any topic, I was able to make friends in minutes and before I knew it, I became a Twitter influencer. 

I started my first Twitter chat in 2008. It ran for about a year.  And then I started another one back in 2016 that still runs to this day.

At its height, my #BizapaloozaChat Tweet chat was reaching an average of 10 million small businesses each month. We created a thriving community that boasted between 25-55 active participants per chat. 

We were thriving — until we weren’t. From a reach of 2 million, we’re down to about 300,000 to 600,000.  Not bad, but not great either. 

So what’s the lesson? Use social media platforms to build and grow relationships. But you have to make sure that you have a way to “harvest” and move these contacts into your own personal marketing system. 

Who’s Still on Twitter? The Numbers Game

Despite its troubles, X is still a massive platform. It boasts over 396 million active users, meaning a *lot* of potential eyeballs. If your customers are among them, dismissing Twitter entirely could mean missing valuable opportunities.

Digging Deeper Into the X Audience

Knowing *who* uses Twitter is key to determining if it can work for you.

• The Younger Crowd: While teen usage of Twitter has declined, Gen Z and young millennials are still present, making it relevant for brands aiming to tap into online trends and reach a younger demographic.
• Millennials Reign Supreme: Over 80% of X users are millennials. This makes it valuable for businesses, especially in B2B markets, where millennials hold decision-making power.
• A Leftward Lean: Studies suggest a larger share of Twitter users are Democrats. Factor this in when crafting your message. Overly corporate language can alienate some users, while genuine engagement on relevant topics can foster loyalty.

So, What Makes a Successful Twitter Marketing Strategy in 2024?

What made Twitter fun were conversations and real-time updates. To be successful today, Twitter marketing can’t be a one-way street of promotions. It’s about listening to customers, offering value, and showing personality. Let’s explore some tactics that are *actually* working now.

Leveraging Influencer Marketing (Carefully.)

People are drawn to personalities they like. It’s why influencer marketing campaigns are so popular. HootSuite reports that a majority of brands target Instagram for these campaigns, while Twitter isn’t often seen as a prime spot. This is because over 60% of X users are male and nearly 40% are between 25-34 years old.

However, if every influencer is already on other big platforms, the chance of cutting through the clutter is lower. If your target market is heavily on X, a thoughtful influencer campaign can pay off. Micro-influencers, those with smaller but highly engaged followings, can be more impactful. For example, a SaaS company finding a well-respected project management expert active on Twitter can tailor content to other PM professionals.

Teaming up with relevant influencers is smarter than randomly blasting generic tweets. The cost-effectiveness is another factor to consider. Influencer marketing campaigns average around $7.65 for every $1 spent, making it an effective Twitter marketing strategy.

Engaging (Yes, Actually.) With Your Followers

With algorithms constantly changing, consistent engagement is critical. This goes beyond hashtags and requires authentic interactions.

Smart Ways to Make Twitter Conversations Work for You

Think of these as strategic starting points:

Your goal on Twitter is to build a *community* –  even if it’s small. Gone are the days of massive follower counts as the ultimate measure of success. Remember that research shows that 41% of Twitter users intend to purchase a product based on a tweet alone. Don’t be a “corporate robot” that people see right through. Now, let’s explore some successful (but uncommon) Twitter tactics.

Digging into More Creative Twitter Strategies

Assuming we have a target audience, a genuine voice, and a plan to *engage* them without overdoing it (sticking to a sensible posting strategy, like posting up to 15 times per day), where else can we be creative with Twitter? This puts us ahead of the 65% of businesses that use the platform, according to a recent study.

Turning Your Content into Engaging Twitter “Moments”

Did you write a blog post that drove traffic to your website? Take the best points, create visuals, and turn it into a “Moment” on Twitter. Tag relevant industry influencers or companies to make it more shareable.

This repurposes your content, drawing attention back to your website without being overly promotional. Twitter users love clicking links. If someone discovers your Moment and then checks out your site, they’re more likely to remember your profile the next time they’re on Twitter. This builds familiarity, leading to a real ROI from the platform. Studies show that 47% of visitors who check a user’s Twitter profile also visit the corresponding website. This highlights the potential for return on investment that Twitter marketing can offer.

Remember – X is for *Short* Form

One mistake brands make? Treating Twitter like LinkedIn. Don’t copy-paste long paragraphs from blog posts into tweets. Think “snackable” info. Remember those hilarious 140-character quips? Those same concepts apply to your business. Even relevant memes or industry-specific humor can help you get noticed.

Take, for instance, how the Bethlem museum used Twitter and a visual marketing tactic to boost engagement:

Got to love an infographic…
This one is especially brilliant as it tells you how easy it is to get to Bethlem Museum of the Mind from Central London, from Croydon and from Bromley pic.twitter.com/L1keIHjd1u

— Bethlem Museum of the Mind (@bethlemmuseum) November 3, 2022

You don’t have to only tweet about boring business topics. A little lighthearted content humanizes your brand.

Get Employees Amped to Tweet

People relate to *people*. While a company account has its place, imagine what happens when employees retweet content with their own comments. It’s a win-win: their network, your content. Helping small businesses improve their Twitter engagement is more valuable than many realize.

I once challenged employees at a tech startup to share company content weekly with a personal touch. For example, they could share their take on a blog post or a photo at a company event.

The key? Let go of some control and let your employees be authentic. That sense of personality translates way better than any PR-approved tweet. It makes your brand feel *real*. Find creative ways to encourage this employee engagement.

Should You Use Twitter Ads?

If you have the budget, Twitter ads can be effective. Even with fluctuating usage, Twitter is still generating revenue from its over 500 million users. Targeting your ideal customer on a platform designed for sharing opinions can be tempting.

But, Is It Worth It for *Your* Business?

Consider these factors:

• **The Uncertainty:** How often will Twitter’s ad platform change? If you have a limited budget, relying solely on an ad-driven Twitter approach is risky.
• **Niche Potential:** Remember those diverse Twitter communities? For example, if you sell software to graphic designers who use specific hashtags, highly targeted ads might be effective. A broader campaign might not yield the same results. This is especially important for small business owners, especially those who value customer relationships.
• **Metrics to Consider:** Don’t just look at “engagement” or “impressions.” Do people who see your ads *convert*? Are your PPC platforms driving sales? If not, your ads might not be effective.

Threads: An Intriguing Twitter Alternative

We can’t discuss Twitter marketing without mentioning Threads, Meta’s answer to the unpredictability of Twitter. Threads is like a calmer version of what people liked about Twitter, and it seems to be paying off. 175 million active monthly users signed up in a few months. Threads even overtook TikTok as the #1 downloaded app in 2023.

Does That Mean You Should Jump Ship and Abandon X?

It depends. As exciting as Threads is, it might encounter similar marketing challenges as Twitter, such as an evolving content creation strategy. Before abandoning any strategy (or Twitter.), analyze the pros and cons.

• **A Text-Focused Refuge:** Some miss the days when written content was king on Twitter. Threads seems to attract that crowd, offering a change from platforms obsessed with reels and filters.
• Engagement over Numbers:** Threads users seem to care less about follower count and more about interesting conversations. Tracking Twitter Analytics is crucial to help marketers determine whether their efforts are paying off and if they should maintain their presence on the platform.
• Early Days Still:** Threads, while promising, is still new. Meta has changed algorithms and policies on its existing platforms, so Threads isn’t immune to those same issues.

Finding the right balance is crucial. Maybe *both* Twitter *and* Threads fit into your marketing plan. The smart play is to try different tactics on each platform and see what works best for your target audience. The key takeaway is that regardless of Twitter’s evolution or Threads’ ascent, businesses, especially small businesses, can still make Twitter work for them with some forethought, adaptability, and a whole lot of creativity.

Conclusion

Twitter has gone through a lot of changes. We can’t write it off completely. Like any tool, knowing *how* and *when* to use it is crucial. Twitter can still be valuable, especially in B2B niches where conversations drive trends. Don’t ignore its potential just because others are. Make thoughtful choices about what’s best for *your* brand and customers.

FAQs about Twitter and Marketing

How is Twitter used for marketing?

Even with recent changes, Twitter can still be a useful part of your marketing strategy. Adjust expectations and recognize that it’s a space for community building and engagement. Focus on:

• Running targeted Q&A sessions around industry trends.
• Collaborating with niche influencers – smaller accounts often yield better results.
• Creating Twitter “Moments” to lead people to your website.
• Encouraging your employees to authentically share company news and posts. (Always within company policy.)
• Responding to comments and questions genuinely – even the negative ones.

This positions your brand front and center, using Twitter to strengthen existing content marketing strategies.

Is Twitter still good for marketing?

This depends entirely on your target audience. Just because it worked before doesn’t mean it always will. Marketing requires constant evaluation.

Factors to analyze:

• Are your ideal customers still active on X? Don’t rely on anecdotes. Are your competitors active? What about influencers in your niche? Dive into the data and see if Twitter aligns with your business goals. You should consider conducting surveys to gather customer feedback about their preferred platforms. For instance, if the feedback suggests a strong presence in a particular region like Australia, you might consider exploring lead generation strategies tailored to that market. This approach can provide valuable insights for optimizing your marketing efforts.
• Does Twitter’s often-chaotic nature fit your brand? Some brands can embrace it, while others might be better off on platforms like LinkedIn.
• Will paid advertising on Twitter give you a good ROI? Do a test campaign before committing your budget, especially given Twitter’s recent advertisement policies. You’ll want to make sure your efforts reach a relevant audience for optimal impact, rather than wasting resources on ineffective campaigns.
• How is Meta’s Threads platform performing in your industry? Threads might be a better fit if you focus on text-based content. Running your campaigns on Threads might result in a higher ROI for your content strategy, and also allows you to reach a new pool of users..

How did Twitter change the marketing industry?

Twitter significantly impacted marketing, more than you might realize.

• Short-Form Content: While it existed before, Twitter made punchy, attention-grabbing text powerful.
• **Conversation Over Broadcasting: ** Twitter moved brands from broadcasting messages to engaging in two-way conversations.
• Hashtags Revolutionized Topic Organization: Twitter’s introduction of hashtags in 2007 was revolutionary. They became a tool for organizing discussions, connecting with target audiences, and creating memorable campaigns. This paved the way for broader social media organization.
• Real-Time Marketing: Twitter made it possible for companies to respond to breaking news and trends in minutes, leading to viral moments like the Oreo Super Bowl blackout tweet a decade ago.
• Direct Connection With Your Target Market: Twitter made it possible to directly engage with anyone, from CEOs and experts to customers. It shifted marketing to favor more direct access, and remains a powerful tool even for those seeking to optimize their outreach, especially when used for strategies like consultative selling.

Why is Twitter the best social media for marketing?

No platform is the “best.” It’s more useful to see how each platform fits your goals. Here’s where X shines:

• The “Open Forum” Vibe: Anyone can tweet *at* you. But, it means *your* voice can reach millions, including key decision-makers. For niche markets, this is powerful.
• Rapid Content Dissemination: If there’s a big industry development, tweeting about it ensures people see it immediately.
• Engagement Can Outperform Ads: A viral tweet or a well-run contest can sometimes outperform expensive ad campaigns. That potential isn’t the same on platforms like LinkedIn, Instagram, or Facebook.
• Finding Brand Ambassadors: People might be raving about your product without you knowing. Instead of endless marketing research and sales calls, look at how people talk about your brand on Twitter. Research suggests that nearly 70% of branded hashtags are used by brands. This can help you unearth marketing gold.

Conclusion

Mastering Twitter marketing in 2024 means understanding its evolution. It requires adaptability and knowing how to tailor messages to your niche. Twitter can still deliver great results if you take a calculated approach.

Overwhelm, means you’ve got too many balls in the air. Frustration means that some of those balls are falling down around you.

I get it; marketing can be expensive, the results can be hard to measure, and it takes a lot of iterations to get it right.

Think SLOW Marketing: Overcoming Marketing Frustration

So, instead of constantly going from one marketing idea to the next, commit to focus; I like to call it SLOW marketing.

Give yourself the time to think, process, make choices and implement those choices in your digital marketing efforts, see the impacts and data for those choices, so that you can make appropriate changes when you want to.

Think of it this way.

Understanding the Challenges

Inbound marketing teams face a multitude of challenges that can hinder their progress and cause frustration. Despite the fun, fast-paced, and rewarding nature of inbound marketing, common pain points voiced by inbound marketers include lack of team cohesiveness, constant change in direction, push for outbound marketing, disconnects between sales and marketing teams, and unrealistic deadlines.

Inbound marketing involves multiple moving parts, including web development, content creation, and research. Effective execution requires everyone to be on the same page and working cohesively towards the same goal. A clearly documented standard operating procedure (SOP) can help avoid confusion and streamline efficiency. Identifying inefficiencies and optimizing each individual’s workload based on their interests, strengths, and expertise can improve cohesiveness.

Inbound marketing plans take time to develop before they can come to fruition. Too much change too quickly can stifle progress and burn out the team before any results are achieved. Establishing challenging, but achievable, goals and identifying the resources needed to reach them can help. Sticking to the plan and investing in it to give it time to develop is crucial. Tweaking components of the plan for better performance is acceptable, but the overall direction of marketing efforts shouldn’t change too often.

Inbound marketing is a different approach than traditional marketing. It attracts prospects through non-invasive messages and content that they want to receive. When an organization pushes for outbound marketing, it can be confusing and cause frustration. Ensuring that the entire organization knows the difference between inbound and outbound strategies is essential. Deciding which strategy works best for the organization and getting complete buy-in from staff is vital.

Sales and marketing teams struggle to work together when they are siloed from each other. Sales teams are pressured to hit sales goals, while marketing teams are pressured to hit lead goals. Making sure there are consistent definitions around what constitutes a marketing qualified lead can help. Closed-loop marketing can help determine valuable lead sources and justify the value of leads. Creating a holistic approach to the sales and marketing process and reducing disputes about the quality and origin of leads can improve collaboration.

Unrealistic deadlines are met at the expense of quality and effectiveness. Content takes time to put together and needs to be developed according to the target buyer persona’s interests. Considering the quality of content when assigning deadlines is crucial. If more content or campaigns are needed to get the results you want, consider an inbound marketing agency as an extension of your team. Assigning deadlines that allow for proper planning and execution while balancing the rest of the workload is essential.

If you try to catch everything – you’ll catch nothing

I was at a management workshop years ago and the exercise we did changed the way I understood focus forever.

The facilitator called for a volunteer and I was picked. I go to the front of the room and the facilitator said, I’m going to throw these balls in the air and I want you to catch them.

How many did I catch?

None of them.

Then he said, I’m going to throw these balls into the air, and I want you to catch the red one.

He threw the balls in the air.

I caught the red one.

That’s when I realized that overwhelm was having too many balls, ideas, projects, etc. that I was trying to work on at the same time.

That doesn’t work. Trying to juggle too many tasks at once can cause you to waste time and lose focus on what truly matters.

Stay in the step you’re in — and marketing is all about steps

Side view of young businesswoman climbing stairs to success on concrete wall background. Leadership and career development concept

One coach I worked with always says “Stay in the step you’re in.” I absolutely love this phrase and have adopted it for myself in all aspects of life.

Every process has steps. And if you want to get the desired result, you have to complete each step, in order.

Marketing is much the same way. The key to successful marketing is choosing before doing, just as in any other aspect of business.

Get ready to make choices and stick with them

No one tells you this. But the way these marketing millionaires got to where they are isn’t just because they were naturally good at something. They got to where they are because they decided to make choices. They committed to the choices they made and rode them out through several selling cycles so that they could optimize and improve. In some cases, hiring a marketing specialist can help manage these choices and ensure they align with broader strategic goals.

This is all about FOCUS! Making a choice to commit to something. Then choosing the actions you will take and then taking those actions, learning from the data, making improvements, and moving on to the next step.

Use and follow the marketing process to keep you focused

Marketing departments have a process. Follow it in order. Stay in the step you’re in. Make choices before you go on to the next step.

I’ve talked about the marketing process before, but today, you’re going to see exactly where to focus so that you know when you can move on to the next step.

Market Research – Focus on answers to these questions

Young pensive businesswoman and ideas coming out of her head

The purpose of market research to provide you data, information, and insight so that you can make go-no-go decisions. Like:

• Is there a market or an opportunity for this idea?

• Who is my ideal customer?

• Who struggles most with a problem that I solve?

• Who hates doing what I do? Who sucks at doing what I do well? Who would value what I do the most?

• What alternatives do my ideal customers have to choose from?

• How much are those alternatives?

• What is their unmet “want”?

• What is their ideal outcome?

• What’s missing that I can provide?

• What challenge are they dealing with, how have they been solving this problem, what’s everyone telling them to do to solve the problem?

• How long does it take to solve the problem

• How much does it cost to solve the problem

• What’s the current industry success rate in solving this problem?

Skipping this step, or assuming that YOU know the answers to these questions is the root cause of why businesses fail. This is especially true when the two departments, sales and marketing, do not collaborate effectively.

When you look at the research about why businesses fail, you’ll see something like “lack of market research” or “no demand” or “lack of capital (read, not enough money or sales or profit) – all of these issues stem from not having enough information to make good choices and then being overwhelmed by what actions to take.

Don’t stay here forever and get stuck with analysis paralysis – make choices, document why you chose what you chose and move on to the next step.

This is going to be an iterative process anyway, so keep moving.

Segment – Target – Position: Focus on an ideal customer and why they should choose you

Old brass compass lying on a very old map showing the way to treasure

The market research step gives you the information that you need here. You will choose

• A segment of people; women, local residents, retirees, etc.

• Within that segment, you will choose a target; women going through divorce

• Then choose a message to that target; I help women going through divorce plan their financial future. Aligning this message with the efforts of your sales team can ensure a consistent approach to reaching your target audience.

DO NOT continue until you’ve made your choices. Reflect on your research, make your choices, and document why you chose who you chose.

This isn’t cast in stone, but you don’t want to change it just yet without any data.

Why choose a customer before developing an offer?

A lot of businesses start with a product or service first and then go looking for customers. But a product or service is NOT an offer – it’s just a product or service. It’s a commodity. It’s a WHAT, looking for a WHY.

So, even if you have a product or service, you must go through the process of developing an offer. Going through this process might give you some new ideas. Involving your marketing team in this process can help ensure that the offer is well-aligned with market needs and expectations.

Develop an offer using the 4 P’s (Product, Price, Promotion, Place): Focus on the outcome and value equation

Now you’re going to develop an offer for your target market. Your offer is the unique combination of your product or service, how it’s priced, packaged, delivered and promoted. Navigating these elements effectively can help alleviate marketing frustration and lead to better results.

You can’t make money without an offer that appeals to customers

Your offer and what you are selling are two different things.

Your customer is buying an outcome, and your offer is the vehicle, the path or the doorway that leads to the outcome. A well-coordinated marketing team can help ensure that this offer is effectively communicated to your target audience.

• If you sell shovels, your customer is buying holes

• If you sell dishwashers, your customer is buying clean, done-for-you dishes

• If you’re selling landscaping, your customer is buying a maintained, beautiful lawn.

To sell an offer, you have to provide value: Offer = Value

Value is a function of 4 elements:

1. The desired outcome (wants)

2. How likely they are to achieve their desired outcome (wants)

3. How long it takes to achieve the desired outcome (obstacles/friction)

4. How much effort it takes to achieve the desired outcome (obstacles/friction)

It’s a formula that looks like this

Desired outcome x likelihood of achieving it/length of time x effort

You want the numerator to be high and the denominator to be as close to zero as possible.

In an ideal world, the customer would give you money and achieve their outcome the instant they made the purchase and received the offer.

Let’s use water as an example:

desired outcome – not thirsty

likelihood of achieving the outcome – 100%

How long it takes – 0 minutes

How much effort it takes- 0 effort, just drink

This is why a bottle of water in the desert is worth just about any price you’re willing to pay, if you’re thirsty enough.

A great offer will can eliminate 80% of your current marketing effort and expense. If you’re looking for where to sharpen your marketing saw – look no further than creating a great offer. Consulting with a marketing specialist can provide valuable insights into how to enhance your offer’s value proposition.

Implementation: Focus on what works, what doesn’t work and what to change in the sales process

Now you are ready to take action and start implementing your marketing plan within your business. You will NOT get it right the first time. This is why it’s critical to start somewhere and optimize. Make a simple plan without too many moving parts.

Choose your marketing team strategy

There are only three marketing strategies to choose from. Pick the one that matches your natural strengths.

• Content marketing – ideal for experts and educators who recommend different products.

• Direct marketing – ideal for people who have a specific audience, with a specific problem who can use a specific solution.

• Advertising – ideal for people whose time is best spent working one-on-one with customers.

Your marketing strategy is the general way that you’re going to attract customers. You will use elements of all three of these, but one of these strategies will ultimately be your go-to.

Your strategy directs how you’re going to use your tactics. For many businesses, digital marketing strategies are essential to reach and engage their target audience effectively.

Pick some tactics

Tactics are the different communications channels that you’re going to use. Your strategy drives the techniques you will use inside these channels.

Think of it this way: Marketing departments must carefully select and coordinate tactics to ensure they align with the overall strategy.

Think of your strategy as the architectural style of your house; Mid-Century Modern, Colonial, Shot-Gun, for example.

Every house has standard elements inside of it; appliances, rooms, sinks, etc. Those are your tactics – the channels or vehicles with which you do things in your house.

But these rooms and elements will be organized differently depending on what type of house they are in. They will look different, feel different, etc – even though an appliance is an appliance – it’s a vehicle for tasks that need to be done.

In the world of your marketing strategy and communication channels it works very much the same way. The strategy will drive what you say, how you say it and where you deliver the communication so that you meet your audience where they are

Focus on integrating your strategy with your tactics

A lot of frustration comes from doing tactics without a supporting strategy. Here’s what that looks like – I’ve done this WAY TOO MANY TIMES. See if you did too:

• Just sending email newsletters – as a newsletter, with no rhyme, reason, purpose or consistent call to action.

• Doing webinars and not including a solid offer, not talking about the offer, etc.

• Doing webinars and skipping the offer

• Doing webinars and making it all about the offer

• Writing blog posts – to write blog posts

• Skipping from one program or idea to another

The list is endless, I’ve done them all until it hit me that these two go TOGETHER and this creates a level of focus that radically simplifies your life and your marketing,. Ensuring that the two departments, sales and marketing, are aligned can significantly enhance the effectiveness of your marketing efforts.

Measure and Tweak – Focus on small, iterative changes

Honestly, I have always hated measuring and analytics. I avoided it because it felt like a grade, and when the results were below my expectations, I made it mean that I was bad. And, since I didn’t want to be confronted with how much I sucked at this – I didn’t measure.

Sound familiar – I get it.

Well, I’m working my way through this. Numbers are not people. Numbers can’t judge you. Your metrics are really nothing more than guideposts that tell you where to make changes.

I love to cook, so I’m going to compare metrics to tasting your food as you’re cooking.

Your metrics tell you whether you need more salt, or some other spice as you work your way through a recipe. Regularly reviewing these metrics with your sales team can help identify areas for improvement and ensure alignment with marketing goals.

Keep adding, changing, and repeating until you’ve made your recipe ideal just for you.

Focus is the Forgotten Success Ingredient

As you travel the web reading articles, and attending webinars and events, notice how everyone talks about ideas, strategies, and programs that are designed to make your marketing successful. All the programs and ideas are different, and yet they all share one ingredient – that no amount of money will pay for – FOCUS.

Focus is a VERB, it’s something that only you can do. By maintaining focus, you can significantly reduce marketing frustration and achieve better results. Sure, you can pay someone thousands of dollars and maybe it will keep you on task. But, if new years’ resolutions and gym memberships have taught us anything, it’s that focus is an individual sport.

What’s a Marketing Strategy Mindset

A marketing mindset is all about being creative and understanding your customer.

A key component of a marketing mindset is adopting a growth mindset, which involves embracing challenges and learning from failures to continuously improve. It’s about seeing the world through your customer’s eyes and understanding what they want, even before they know it themselves.

It’s about being proactive instead of reactive, and always looking for new opportunities to market your product or service.

But, is there a way to learn and incorporate a marketing mindset in your business? Of course there is. Here’s how.

1. Start with your strengths.

Your business is a reflection of you! If you want your marketing to be successful, it has to come from the heart — your heart. Your brand and your marketing messages have to have your authentic voice.

It’s tempting to just do what the experts tell you to do. But hear this, just because someone says that video marketing is trending and they are doing these highly produced videos — doesn’t mean that you have to. If you like video — do video. If you don’t like video, don’t make video the center of your marketing plan.

So, the marketing mindset you have to adopt is to embrace your strength — and make your marketing match your strength.

Whether your strength is organizing content or creating a killer marketing campaign, the most strategic way to market yourself starts with honing your skills and playing on your strengths

2. Build on what works and find other ways to improve.

Here are some ideas to help you go from good to great with your marketing mindset:

• Determine what’s working for you and your business. Do you have an easy-to-remember company name? Did you find a niche that nobody else is filling, or do your products stand out because of their high quality or special features? Once you’ve pinpointed your business’s strengths, ask yourself how you can leverage those strengths to take advantage of new opportunities. Consider how you can leverage digital technology to generate creative solutions that enhance the delivery of value to your customers.

• Don’t be afraid to pick up the phone and reach out directly to customers who have given feedback about your product or service. Ask them what they like and don’t like; then explain how you’re addressing their concerns and improving on the positive attributes they mentioned. Not only does this build rapport with the customer, it gives others reading those comments more confidence in buying from you in the future.

These two elements may seem like they are about your business, but they are about your marketing mindset. It’s a confidence thing. It’s all about embracing yourself, your business, and what you stand for. Instead of having your personality match your campaign, have your campaign match your brand personality.

3. Do a regular review of your marketing efforts.

You should do a review of your marketing efforts at least once a month. Reviewing your results will help you see what you did right and what you could have done better. You want to keep the good things and stop doing the things that were not working.

In the realm of digital marketing, continuous improvement based on data-driven insights is crucial for refining your strategies.

It is important to look at your analytics, like how many visitors looked at your website, or how many people came into your store after seeing an ad for it in social media.

It’s a good idea to look at your sales numbers from every source during the review period. If you had more sales from one channel than another, maybe it was because of the advertising you did on that channel.

It is also important to follow up with customers after they make a purchase so you can get feedback about their experience with your company. How was their interaction with customer service? Was there anything about the product or service that could be improved to make their experience better? These all sound like tasks, the marketing mindset isn’t in WHAT you do, it’s HOW you do it — who you are being as you do each of these tasks.

4. Focus on what you can control and learn about what you can’t.

The first is to focus on what you can control, and the second is to learn about what you can’t.

For example, let’s say you’re starting a business in a new market and don’t know much about your customers. You might be tempted to feel hopeless if you don’t know who they are, or where they are online—but this would be like a surfer feeling hopeless when they’re faced with waves too big for them to ride.

Instead of giving up, the smart thing to do is use the resources that are right in front of you (and available today) to learn more about the people who could be your customers tomorrow. This might mean talking to people who have already run businesses in your industry, reading books by experts in your field, taking courses, or doing research online. It could also mean joining meetup groups or other communities where fellow entrepreneurs gather together to support one another and share insights.

Understanding your target audience is crucial for tailoring your marketing efforts to meet their needs and preferences.

As time goes on and you spend time gathering data through these resources, this will help inform the decisions that will ultimately make up your marketing strategy later on.

If it helps clarify things for you, consider doing a SWOT analysis—think of it as trying on lots of different hats and seeing which ones fit best!

5. Recognize your target audience’s needs, wants and desires.

You probably hear the term “customer needs” a lot. It’s an important part of marketing, after all—you want to understand what the customer needs and then provide it in a way that meets their expectations. For example, if your customer is looking for a thing to hang things from, you might sell them coat hangers.

Effective marketing strategies are built on a deep understanding of your customer’s needs, wants, and desires.

But what about their wants and desires? These often go beyond simple need fulfillment (which is why customers will pay more for them). Your customer might need a coat rack because they’re having trouble hanging up their clothes—but do they want one that’s made out of wood or metal? Perhaps they have some beautiful clothes that would look better on hangers instead of just lying around their closet—what sort of hanger would best complement those clothes? You could also consider the kind of look they might be going for, as well as whether there are any other special features or aspects worth focusing on.

If you really want to get ahead in your market, you’ll need to start thinking about these things too. The more deeply you can understand your customer’s needs, wants and desires—and find ways to meet them—the more likely it is that you’ll be able to satisfy them in the long run.

6. Focus on improving one thing at a time.

The biggest marketing mindset mistake so many business owners make is trying to blow the roof off of every goal all at once. This is a recipe for failure. Instead, choose ONE goal or objective that you want to focus on and focus on that.

Focusing on specific aspects of the sales process can help you achieve your marketing goals more effectively.

One of the most successful marketers I know says “Stay in the step you’re in.” This is the best advice I’ve heard in years. Pick the step you’re in, get it done, and get it done right. This won’t be the first marketing campaign that you’re doing and it won’t be the last. Pick a goal to achieve, and do your best to achieve it.

7. Always be learning.

It’s an ever-changing world. Because marketing is such a fast-paced industry, trends and technologies are constantly changing. Staying updated with trends and technologies, including creating frequent social posts, is essential for continuous improvement in marketing. That means you always have room to grow. There’s always something new to learn about and explore, so never stop doing it!

Learning Resources for marketers: Digital Marketer

There’s no such thing as passive marketing. Learn how to be proactive instead.

This article’s main purpose is to teach you how to be more proactive in your marketing. The key takeaway is the importance of being proactive. If you’re reactive, you’ll only react when opportunities present themselves. But if you’re proactive, your business will thrive because of your anticipation and action.

I’ve grouped these best books for entrepreneurs into categories that are relatable.

Figure Out What YOU Are Good At (Because You’re Good at Something, Right?)

1. StrengthsFinder 2.0 by Tom Rath

Forget about shoring up your weaknesses; this book is all about doubling down on what you’re already great at. It even comes with an assessment to help you pinpoint your strengths, and who doesn’t love a good quiz that tells you how awesome you are? With these strengths on your side, crafting persuasive marketing messages becomes a whole lot easier. Imagine using your natural talents to craft messages that resonate deeply with your audience—talk about a win-win.

But it’s not just about self-discovery. StrengthsFinder 2.0 will also help you build a team that complements your talents, covering those inevitable weak spots we all have (yes, even you). As a one-person band or the head of a small-but-mighty crew, this book slips into your workflow like a high-caliber teammate, cheering you on and pushing you forward. Tom Rath’s straight-shooting wisdom makes one thing clear: playing to your strengths is the true secret sauce of entrepreneurial success.

2. Fascinate by Sally Hogshead

Pair StrengthsFinder 2.0 with Fascinate by Sally Hogshead, and you’ve got yourself a dynamic duo. Captivate your audience with a hook that draws them in and refuses to let go. This book reveals the authentic qualities that captivate your customers and makes them stick to you like glue – and that’s pretty amazing, right? Sally Hogshead’s work probes the fascinating science behind personal charm, empowering you to identify and amplify your most captivating traits to attract the right audience. You’re the plot twist in your own professional story, where every meeting is a cliffhanger and every deadline a challenge to overcome.

But this isn’t just about puffing up your ego. Fascinate will guide you in crafting a brand presence that’s not only memorable but utterly magnetic. You’ll learn how to position yourself in the market where your strengths naturally attract the right crowd. With Hogshead, entrepreneurs can kiss mediocrity goodbye – her strategy is a power surge that rockets them to the top of the competition.

3. Designing Your Life by Bill Burnett and Dave Evans

Feeling lost in the entrepreneurial wilderness? Designing Your Life by Bill Burnett and Dave Evans is your GPS out of the “Is this all there is?” swamp. This isn’t just another career advice book; it’s a manual for those who want to build a business that’s not only successful but also fulfilling. Whether you’re just starting out or at a crossroads, Burnett and Evans provide a roadmap for designing a life (and business) that truly aligns with your passions and strengths.

You’re not alone if entrepreneurship has left you wondering which way is up – this book provides the direction you need. Take charge of your destiny and intentionally create a life that ignites your soul. Peel back the layers of your career so far and you’ll uncover the hidden patterns of what drives you and where you shine brightest. Forget the stereotype that only young punks or mid-life career switchers can make it big – this book proves that anyone can build a business that’s both personally meaningful and highly profitable.

Building a Great Business (Without Losing Your Sanity)

4. Stewardship by Peter Block

If leadership makes you break out in a cold sweat, Stewardship by Peter Block is your antidote. This book was required reading in my MBA program (so you know it’s legit), and it turned my idea of leadership on its head. Block’s premise is simple yet revolutionary: instead of the usual “employees work for you” mantra, he argues that you, the leader, are actually there to serve your team. When you refresh your point of view, you can stumble upon new opportunities – a finding that’s particularly significant for independent operators and small businesses leaning on outside help or compact crews.

But Block doesn’t stop at just flipping the leadership script. Caretaking is not just about possession; it’s about being accountable for something’s well-being. A good steward is someone who truly understands the value of what they’re responsible for and takes action to protect it. Imagine having an entire team – internal and external – rallied around your company’s goals, working together to drive progress and achievement. What you’re really doing is assembling a collective of forward-thinkers who are hungering for the same outcomes and success that you’re striving for. Foster a culture of happiness and harmony in your organization with the knowledge and inspiration found in this unforgettable read.

5. I Love You More Than My Dog by Jeanne Bliss

No, this isn’t a sappy pet love story—it’s a marketing gem by Jeanne Bliss that teaches you how to build die-hard customer loyalty. My canine companion is family, but when it comes to you, my love knows no bounds. The driving force behind this approach is a genuine passion for people, concentrating on shaping business practices that truly put clients first. Bliss goes beyond just preaching about loyalty; she gets up close and personal with relatable stories of small businesses that truly get it – the ones that create an atmosphere where customers feel adored and acknowledged.

By honing in on practical, in-the-trenches strategies, this book deliverers. Bliss uses case studies of companies that have built insanely loyal customer bases—not with big budgets, but with smart, thoughtful practices that any business can implement. If you’re looking to create a brand that customers can’t help but rave about, this is the book you need in your entrepreneurial toolkit.

How Marketing Works (And How to Make It Work for You)

6. Stop thinking and start doing – the time is now! Marketing by David Newman

New to the world of entrepreneurship? Just do it already – the time is now. Marketing by David Newman is like marketing for dummies, but way cooler. You’ll appreciate how Newman gets straight to the point in his book, no frills attached. No fluff, just action. There’s noMarketing mentor more relatable than him, taking mystique out of the industry by distilling it to the essentials, so any beginner can relate, absorb, and excel. Are fuzzy acronyms and confusing jargon giving you a headache? Time to send in the cavalry – this book’s got your back.

But don’t be fooled by its simplicity— Do It! Marketing is packed with actionable strategies that you can start implementing right away. For Newman, results are the name of the game, and fancy theories just don’t cut it. If you’re ready to take your marketing game to the next level without wading through unnecessary complexity, this book will become your go-to guide.

7. Buyer Personas by Adele Revella

If you’re scratching your head trying to figure out who your ideal customer is, Buyer Personas by Adele Revella is your new best friend. Stop guessing what your customers want – this book will arm you with the insights to get to the heart of their desires and needs. Revella zeroes in on the details, crafting marketing messages that genuinely speak to your target audience. Forget surface-level demographics – the real challenge is to get inside the minds of your customers, to grasp what spurs them on, what holds them back, and what sparks their desires.

Revella’s Slogging through sales without buyer personas is like attempting to assemble a puzzle blindfolded. Once you’ve crafted these highly detailed profiles, the fog lifts, and you can behold your ideal customer in stark relief – quirks, flaws, and all. Having a firm handle on your ideal customer demographic empowers you to craft marketing messages that lands squarely with your target audience. You’re not just reading about some abstract concept – you’re getting a practical roadmap to reinvent your marketing strategy with personas that drive real results. This book is about to become your new best friend if you’re still trying to figure out who your ideal customer is.

8. Positioning: The Battle for Your Mind by Al Ries and Jack Trout

This is the book that schools should be teaching (but probably aren’t). Positioning: The Battle for Your Mind by Al Ries and Jack Trout is a classic that will make you rethink everything you know about marketing. It’s all about finding that sweet spot in your customer’s mind—because let’s face it, that’s where the real battle is. Brands seeking to occupy a front-and-center spot in their industry can turn to Ries and Trout’s sharp analysis of positioning, where they discover how to secure a durable market presence that sets them apart.

Now we’re moving beyond pure speculation and into the real deal. To truly make your mark, you need to Pinpoint the absolute essence of your brand – what drives it, what defines it – and use that to forge an unshakeable bond with the people who matter most. From cradle to grave, this concept plays out in real-life scenarios that are expertly illustrated through vivid examples and case studies. Whether you’re launching a new product or looking to redefine your brand, this book provides the blueprint for creating a lasting impact in the marketplace. Ambitious entrepreneurs won’t want to miss this essential reading – it’s their ticket to standing tall in a sea of competition.

9. Guerrilla Marketing by Jay Conrad Levinson

No budget? You’re all set; we’ve got this one covered. Guerrilla Marketing by Jay Conrad Levinson is the ultimate guide to creative, low-cost marketing strategies that work. Forget wasting a small fortune on fancy campaigns; Levinson’s marketing method strips away the fluff, cutting straight to the stuff that genuinely gets results. Buried within these pages are quirky, maverick strategies that won’t break the bank, just your creative mold. On a tight marketing budget? No problem – this helps you stretch your dollars further without watering down your message.

But don’t think of Guerrilla Marketing as just a collection of cheap tricks. With a solid grip on the marketing fundamentals, Levinson identifies the most effective strategies. Blowing up the box is too subtle for this book – it dismantles it piece by piece, encouraging you to think anew. Low budget, big impact – this book’s got you covered. You’ll learn how to turn small change into a serious splash.

10. Influence: The Psychology of Persuasion by Robert Cialdini

Robert Cialdini is the godfather of influence, and Influence: The Psychology of Persuasion is his bible. If you’re looking to master the subtle (and not-so-subtle) art of persuasion, start here. What Cialdini reveals in his book is nothing short of a psychological potion that turns people into impulse junkies. That irresistible pull works just as wonderfully for you – propelling you to become a subtle yet persuasive wizard in every aspect of your business.

Whether it’s a charismatic leader, a viral social media post, or a trailblazing innovation, influence is what drives change and sets new standards. Think this book is only for marketers? Think again. It’s a fascinating exploration of human decision-making that holds value for everyone. Imagine being able to tap into the psychological triggers that drive human behavior; with Cialdini’s research, you can create messages that linger long after they’re heard. Are you tired of mediocre marketing that fails to move the needle? This book takes you behind the scenes of persuasive communication, revealing the secrets to crafting messages that drive results – and help you stand out in a crowded marketplace.

Content Marketing (Because Content is Still King)

11. Content Inc. by Joe Pulizzi

Joe Pulizzi’s Content Inc. Everything you need to know about content marketing is right here in this comprehensive guide. If you think content is just a side hustle, think again. Get ready to revamp your business plan as Pulizzi reveals the secret to making killer content the linchpin of your operations. Leapfrogging its time, this pathbreaking book mapped out a clear course for ambitious content marketers – a course that still holds water today. Whether you’re blogging, podcasting, or building a YouTube channel, Content Inc. Transform your content into a powerful business driver, and start seeing real returns.

What sets Content Inc. apart is Pulizzi’s emphasis on building an audience before you even have a product to sell. What seems backward at first glance has become a go-to method, with a long history of producing stellar results. Want a surefire way to get people to trust and follow you? Pulizzi’s got a formula that works like a charm. He’ll show you how to grow a loyal audience, primed and ready for your next big product launch. If content marketing is part of your strategy (and it should be), this book is a must-read.

12. Content Chemistry by Andy Crestodina

Andy Crestodina is the wizard of SEO and content marketing, and Content Chemistry is his spellbook. This is the go-to resource for anyone who wants to be found (and chosen) online. To drive real results online, you need a triple threat of SEO expertise, content smarts, and web analytics savvy – which is precisely what Crestodina delivers in this comprehensive, get-down-to-business guidebook. If SEO conjures up images of confusing code and tech jargon, this book is here to clarify things. It’s written in a way that’s both clear and actionable.

But Content Chemistry isn’t just about technical know-how. When it comes to Crestodina, the focus is squarely on building content that garners attention from both search engines and the people who matter most – your customers. Whether you’re a seasoned marketer or just starting out, this book will help you understand the science behind content marketing and how to use it to grow your business. It’s like having an SEO expert on call 24/7.

Finding Opportunities (In Places You Didn’t Think to Look)

13. Blue Ocean Strategy by W. Chan Kim and Renée Mauborgne

If you’re tired of fighting over the same scraps in a saturated market, Blue Ocean Strategy by W. Chan Kim and Renée Mauborgne will show you how to sail into uncharted waters. It’s time to ditch the genericthinking caps and don a visionary’s hat instead – this book is your guide to forging unconventional solutions. Imagine dominating a market without any real competition – that’s what Kim and Mauborgne’s “blue ocean” concept is all about. They offer a step-by-step roadmap for finding and conquering these untouched territories.

But Blue Ocean Strategy is more than just a theory. The authors bring their ideas to life with concrete examples from various industries, demonstrating how forward-thinking companies have shattered conventional boundaries to carve out fresh markets. What if you could tap into the bold and audacious version of yourself, unafraid to challenge convention and pioneer a new way? This book provides the missing link, charting a course for innovators to defy the norm and chart their own course.

14. Growth Hacker Marketing by Ryan Holiday

Ready to get scrappy? Growth Hacker Marketing by Ryan Holiday is all about generating massive attention on a shoestring budget. Think of Holiday’s book as your marketing playbook, where creative experiments meet concrete metrics and social norms are rewritten to drive real growth and genuine customer engagement. Big results require big effort, and that’s exactly what these unorthodox strategies ask of you – but the end game is oh-so-sweet.

But Growth Hacker Marketing isn’t just for tech startups. Holiday’s blueprint for success can be adapted by any business looking to surge ahead without overspending. With a cache of vivid examples and case studies at his disposal, he conveys the practical nitty-gritty of implementing these strategies. Blow the lid off slow growth with this masterclass in exponential success – all without emptying your wallet.

Messaging and Branding (Because You’re More Than Just a Logo)

15. Building a StoryBrand by Donald Miller

Today’s marketing is all about storytelling, and Building a StoryBrand by Donald Miller is your guide to mastering this art. In Miller’s book, the fog lifts on how to craft a brand story that genuinely connects with your audience, so they can see the value in what you offer. With people’s attention bouncing all over the place, Miller’s framework shows you how to zero in on what matters most – a meaningful connection with your audience.

But Building a StoryBrand isn’t just about telling a good story. Instead of being the star of the show, position your brand as the wise companion that empowers customers to be the heroes of their own journeys. Miller’s approach is both practical and inspiring, making it a must-read for any entrepreneur who wants to build a brand that stands out and sticks in the minds of consumers.

16. Made to Stick by Chip Heath and Dan Heath

Why do some ideas stick while others fade into oblivion? Made to Stick by Chip Heath and Dan Heath will show you the science behind memorable messages. Flip on the亮s – what exactly makes ideas lingering in our minds? The Heath brothers take a close look, zeroing in on attention-grabbers like sensory details and primal emotions. These writers know how to spin a good yarn, infusing their work with relatable examples that make the subject matter feel more accessible and engaging, creating a reading experience that’s both delightful and informative.

But the real magic of Made to Stick lies in its practicality. By applying the Heaths’ principles, you can develop messages that are not just catchy, but alsomotivate people to make a move. Craft unforgettable marketing campaigns, write persuasive pitches, and communicate your ideas with total confidence – this book shows you how to make your words resonate powerfully with your audience. Communication mastery starts here – this essential read has all the expert advice you need to take your skills to the next level.

17. Contagious by Jonah Berger

Want your message to go viral? Contagious by Jonah Berger will teach you the secret sauce behind word-of-mouth marketing. Berger, a marketing professor at the Wharton School, explores the factors that make content shareable, breaking down the six principles that drive social transmission. Breakthrough concepts like social influence, psychological hot buttons, primal emotions, and public persona go hand in hand. Don’t let apathy spread like wildfire – instead, strike a match and set a blaze of enthusiasm that infects everyone around you. Breakthrough content starts here, with a proven strategy for creating and sharing ideas that genuinely resonate and spread like wildfire.

But Berger doesn’t just stop at theory. Infectious energy spreads like wildfire, spreading enthusiasm and excitement wherever it goes. Real-life examples and successful case studies are woven throughout, so you can see these principles in action. Stop struggling to get your message heard! If you’re introducing a new product, molding a marketing campaign, or strives to make your content stand out in a crowded room, this book arms you with the expert advice you need to design messages that magnetically draw people in. Any entrepreneur looking to ride the virality wave should circle this must-read on their to-do list.

18. POP! Create the Perfect Pitch, Title, and Tagline for Anything by Sam Horn

Need a catchy name or tagline? POP! by Sam Horn is your creative workbook. With Horn’s book, idea generation becomes an art form. You’ll discover exercises and techniques that help you craft ideas that are both innovative and effective. Whether you’re brainstorming names for a new product, crafting a marketing pitch, or just trying to inject some creativity into your business, POP! is the go-to resource for sparking new ideas.

What sets POP! apart is its hands-on approach. You won’t find mere motivations or empty phrases here; Horn furnishes you with hands-on strategies to fuel your creative engine. Spark your imagination with these exercises, and you’ll start dreaming up attention-grabbing names, pitches, and taglines that linger long after the initial introduction. It’s like having a personal brainstorming coach at your fingertips.

19. A Whack on the Side of the Head by Roger von Oech

Sometimes, your brain just needs a little jolt to start thinking creatively. A Whack on the Side of the Head by Roger von Oech is full of exercises designed to spark innovation and help you see your business challenges from a whole new perspective. Thinking outside the box is easy when you’ve got Von Oech’s venerable book in your corner, guiding entrepreneurs towards uncharted territories for years.

This book isn’t limited to creatives only. When our exhausted brainstorming sessions don’t produce the a-ha moment we’re chasing, a mental whack on the side of the head can blast away our blockages and crack open the mind. This exercise bank is loaded with projects that catapult your creative thinking and problem-solving skills into high gear. Feel stagnant or just running on autopilot? This book arms you with the vision to turn stale ideas on their head and view challenges from surprising new angles. Entrepreneurs on the hunt for fresh inspiration will find their spark in these pages, a think-outside-the-box guide to setting the pace.

20. Marketing Outrageously by Jon Spoelstra

When you need ideas that are a little (or a lot) out there, grab Marketing Outrageously by Jon Spoelstra. This book is packed with examples of marketing stunts that are as bold as they are effective. Spoelstra’s insiders’ edge shines through in his book, a bold demonstration of marketing flair that grabs attention from page one. Whether you’re looking to pull off a big marketing stunt or just need some inspiration for thinking outside the box, Marketing Outrageously will give you plenty of ideas to run with.

What makes this book so valuable is its emphasis on creativity and risk-taking. Spoelstra’s examples may be a bit dated, but that’s part of their charm—no one else is doing this stuff anymore, which means you have the opportunity to revive these tactics with a modern twist. If you’re fed up with the same old marketing tricks, it’s time to level up with this thought-provoking guide.

Making Money (Because That’s the Point, Right?)

21. 100M Offers by Alex Hormozi

This isn’t your typical dry marketing textbook— 100M Offers by Alex Hormozi is full of real-world, hard-hitting advice from an entrepreneur who’s been in the trenches. Hormozi masterfully crafts offers that are simply too enticing to refuse, leaving people wondering how they ever considered saying no in the first place. Let’s cut to the chase – forget abstract principles and get ready for actionable, cut-from-experience strategies that work. What if you could flip a switch and turn your offers into money magnets? With the insights in this book, you’ll be one step away from making that a reality.

But Hormozi doesn’t just talk the talk. More than 100 million remarkable deals are waiting to be discovered. What sets him apart is the lack of pretension; he writes from a place of authenticity, having built and scaled businesses himself, and his humble honesty is a breath of fresh air in a sea of flash-over-substance marketing claptrap. Tired of spinning your wheels and wanting to cash in on your hard work? Learn from someone who’s been in your shoes and cracked the code. You’ll find this book packed with practical advice, producing real results that surpass the others on this list.

22. Profit First by Mike Michalowicz

Profit is the point, and Profit First by Mike Michalowicz is the playbook. Traditional accounting on its head, Michalowicz offers a way to truly profit from your profit. Instead of the usual “sales minus expenses equals profit,” he advocates for “sales minus profit equals expenses.” It’s a simple shift that ensures profitability from day one. You get pragmatic advice that’s been road-tested, plus a team of people cheering you on. Why more businesses don’t use this method is beyond me.

But the genius of Profit First isn’t just in its simplicity. Hand in hand with Michalowicz, you’ll devise a custom roadmap to troubleshoot your business’s financial trouble spots. Identify pesky expenses, smooth out cash bumps, and watch your profits soar. Got a business that’s barely breathing? This book shows you how to resuscitate it and get back in the black. Just starting out? It’s your ticket to avoiding costly mistakes and laying a solid financial foundation.

23. The Art of Pricing by Rafi Mohammed

Pricing is often the most ignored part of marketing, but it’s also the most important. The Art of Pricing by Rafi Mohammed is your guide to setting prices that your customers are not only willing to pay but are happy to pay. In a striking display of insight, Mohammed brings depth and flair to the pricing psychology landscape, infusing academic intellect with homespun examples and dead-on-tactics that crank up the smart factor in your pricing blueprint overnight. Do pricing woes keep you up at night? Find peace of mind with the expert guidance inside this book.

But The pricing puzzle – where art meets math. Setting prices is just the surface level – the real work happens when you uncover what makes your products special and find ways to get that message across to your customers. Business pros who want to see their revenue soar should grab this book – Mohammed’s expertise is rooted in the real world, and his pricing strategies are totally actionable.

24. The 1% Windfall by Rafi Mohammed

The 1% Windfall by Rafi Mohammed is the sequel to The Art of Pricing , and it’s all about the power of small price increases. Mohammed argues that even a tiny 1% bump in prices can have a significant impact on your bottom line, and he provides a detailed guide on how to implement these increases without alienating customers. Faced with a crowded market, many small businesses freeze when it’s time to adjust their pricing strategy – that’s why this book is such a timely resource.

Mohammed’s straightforward assessments are rooted in cold, hard facts and strengthened by his ample cache of real-life illustrations. Overnight, your bank account surges forward, bringing a delighted grin to your face. a practical guide to increasing profitability without major overhauls. Make a dent in your revenue goals while still putting customers first – that’s the promise of this must-read book. Sometimes all it takes is a minor shift to trigger a major breakthrough – and Mohammed is ready to walk you through it.

Here’s the lowdown on the most important marketing books for entrepreneurs – think juicy author insights and actionable tips. From newcomers to seasoned pros, anyone looking to rev up their business acumen will find a treasure trove of knowledge in these pages. So go ahead, skip the MBA, and dive into these marketing classics instead!

In today’s unpredictable economy, most small business owners are feeling the pressure. Ads cost more. Customers are holding onto their cash. Funnels that used to convert? Now they stall. Welcome to the age of marketing in permanent disruption.

But here’s the good news: chaos is a feature, not a bug. And if you start treating disruption as the default (not the exception), you can build a marketing strategy that adapts and stays relevant.

Crisis marketing is how you do that. It’s not about fear or quick fixes. It’s about empathy, relevancy, and keeping your customers engaged when the world feels upside down.

Key Takeaways

• Disruptions are normal. Your marketing should be designed to handle economic uncertainty.
• Crisis marketing focuses on connection and clarity, not just crisis communication.
• The most effective strategies combine empathy, relevancy, and smart adaptation.
• A systems mindset can help you spot weak points and recover faster.

What Is Crisis Marketing?

Crisis marketing is the process of adjusting your messaging and campaigns during times of uncertainty. Whether it’s a financial downturn, election-year volatility, or global instability, crisis marketing helps you stay grounded and connected to your audience.

Rather than freezing your efforts or going quiet, this approach focuses on showing your customers that you understand what they’re going through—and that you’re still here to help.

It’s not just about avoiding tone-deaf promotions. It’s about using marketing to create a sense of steadiness and support.

Example: Instead of launching a flashy sale, a boutique might send an email that says, “We know it’s a tough time—so we’ve created a 3-month payment plan and free shipping on all orders through summer.”

Template Email Opener: “Hey [First Name],

We know you’ve got a lot on your plate right now. That’s why we’re doubling down on being helpful, flexible, and transparent—because that’s what this moment calls for.”

Crisis Marketing vs. Crisis Management

Crisis management is about minimizing damage to the business during emergencies. It includes operational and PR response.

Crisis marketing is a subset of that: it focuses on how you communicate with your audience, update your messaging, and keep your brand relevant and trusted.

Think of it as the customer-facing side of your crisis response. Your operations team puts out the fire. Your marketing team makes sure the world knows how you’re responding.

Common Economic Crisis Triggers

You don’t need a global pandemic for a crisis. Most small businesses are affected by more everyday economic events like:

• Inflation and rising costs
• Political unrest or election cycles
• Tech industry disruption or layoffs
• Market slowdowns
• Consumer spending shifts

Each of these creates uncertainty. And uncertainty changes buyer behavior. That means lead gen slows down, conversion rates drop, and people get pickier with their money.

Tip: Monitor leading indicators like email opens, cart abandonment, and unsubscribes. A shift here may signal mindset changes before sales take a hit.

How to Respond with Crisis Marketing

Lead with Empathy

Start by recognizing the emotional tone of the moment. Your audience may be anxious, overwhelmed, or cautious with spending. Let your messaging reflect that you see them.

Avoid hype or urgency-based language. Instead, focus on reassurance, education, and usefulness.

Messaging Script: “Life feels uncertain right now. That’s why we’re focused on helping you get clarity, not adding more noise.”

Tactical Ideas:

• Launch a “Stability Series” of blog posts, podcasts, or emails
• Host an Ask-Me-Anything session to hear what people are really worried about
• Survey your audience to find out what’s changed in their priorities

Adapt Your Offers and Positioning

What was seen as a luxury a month ago may now need to be repositioned as a necessity. Ask yourself:

• Can we create more flexible pricing?
• Can we emphasize long-term value?
• Can we offer smaller, lower-risk entry points?

Examples:

• Instead of $1,000 coaching packages, offer $99 strategy intensives
• Add “good, better, best” options on your sales page
• Frame your service as a cost-saving tool rather than a new expense

Message Reframe Template: “Instead of thinking about [your product] as an expense, here’s how it helps you SAVE [time/money/headaches] starting day one.”

Focus on Retention and Relationships

During uncertainty, people buy from those they trust. Instead of chasing cold leads, double down on serving your current audience. Consider:

• Loyalty bonuses or early access
• Personalized email campaigns
• More check-ins and support content

Ideas to Try:

• Send a “How are you doing?” email with zero pitch
• Invite your best clients to a behind-the-scenes strategy preview
• Offer referral bonuses for your warmest connections

This deepens connection and builds brand equity you can’t buy.

Be Strategic with Content

Go beyond “helpful tips.” Create content that:

• Addresses specific fears or questions your audience is facing
• Highlights stories of adaptation or resilience
• Offers simple tools or insights to navigate the chaos

Post Ideas:

• “How We Adjusted Our Marketing Budget in 2025 (and You Can Too)”
• “What to Say When Your Customers Are Ghosting You”
• “5 Buyer Mindsets During Recession—and How to Speak to Each One”

Content Formats to Test:

• Mini trainings or quick-win workshops
• Social Q&As or video responses to FAQs
• Tools, templates, or scripts your audience can use right now

Choose Your Channels Wisely

Now is the time to be smart, not scattered. Look at where your audience is most engaged and double down there. If ad costs spike, shift to organic or email. If social feels noisy, host a private workshop or roundtable.

Tips:

• Use polls or email clicks to segment who’s most engaged
• Repurpose your best-performing content as email sequences or free downloads
• Host small Zoom “Office Hours” to build community and trust

Example Campaign: Create a “Weather the Storm” free challenge, walking people through how to stabilize their business in 5 days. Use it to nurture leads without asking for a sale right away.

What to Watch Out For

Tone-Deaf Messaging

Avoid acting like everything is fine when it’s clearly not. Don’t pretend your product is the solution to all your customer’s problems.

What to Avoid:

• “Now more than ever, you need [our product]” messaging
• Overuse of urgency or scarcity when people are burnt out

Delayed Reactions

Marketing has lag time. If something is broken in your funnel, you may not notice right away. Monitor leading indicators like engagement and email replies to catch issues early.

Early Warning Metrics:

• Declining email open or click rates
• Increase in refund or cancelation requests
• Negative sentiment in comments or replies

Ignoring Your Own Weak Points

Take a moment to run a quick Failure Modes & Effects Analysis (FMEA). Ask:

• What’s most likely to break in our customer journey?
• How can we prevent that or fix it fast?

Fix Ideas:

• Add an FAQ section to reduce buyer hesitation
• Streamline checkout to reduce friction
• Update autoresponders to feel more human and timely

Examples of Crisis Marketing in Action

Local Gym: Shifted to online classes and added flexible membership options when people paused spending. They sent weekly wellness emails with stretch routines, recipes, and mental health tips.

Online Retailer: Added a payment plan and a “value calculator” to help customers see the long-term ROI of a bigger purchase. The calculator helped increase average cart size despite fewer transactions.

Consultant: Created a free resource library and offered strategy sessions with deferred payment options. Many clients converted once they felt financially stable.

These aren’t dramatic pivots—they’re strategic tweaks that keep the relationship strong while adapting to the moment.

Final Thoughts

In times of economic disruption, your audience is craving certainty, not sales pressure.

Crisis marketing is about showing up with calm, clarity, and compassion. It’s about saying, “We’re still here. We get it. Let’s get through this together.”

And with the right mindset—plus a few smart system checks—you won’t just weather the storm. You’ll earn deeper trust, and come out stronger than before.

You don’t have to chase stability. You can design for disruption.

Frequently Asked Questions

What should I stop doing in my marketing during an economic crisis?

Stop ignoring what your audience is feeling. Stop pushing the same old messages. Pause tone-deaf automation and reassess your calls to action.

Should I lower my prices during a crisis?

Not necessarily. Instead, offer more flexible terms, smaller packages, or bonus value. Lowering prices can devalue your brand long-term.

How can I tell if my crisis messaging is working?

Look for soft metrics like increased replies, shares, or time spent on page. Watch for signs of deeper engagement even if conversions dip.

How often should I update my marketing during disruption?

Weekly check-ins are a good rule of thumb. Things change fast in a crisis—build flexibility into your calendar.

Where can I learn more about building resilient marketing systems?

Start with a systems-thinking approach to marketing—check out our article on Disruption-Proofing Your Marketing System.

What is crisis marketing?

Crisis marketing is about adjusting your marketing efforts to address the unique challenges posed by a crisis, emphasizing empathy, relevancy, and maintaining customer relationships. It helps in building trust and connection with your audience during challenging times.

How is crisis marketing different from crisis management?

Crisis marketing is focused on adjusting marketing efforts during a crisis to maintain customer relationships and brand reputation, while crisis management encompasses the entire process of handling a crisis. This means that crisis marketing is a subset of crisis management.

Why is crisis marketing important?

Crisis marketing is important because it can give businesses a competitive edge, impact consumer behavior, and influence future purchasing decisions. It also helps them recover faster and build stronger connections with their audience during and after a crisis.

What are some common types of crises businesses may face?

Businesses may face financial crises, natural disasters, public health crises, reputational crises, and technological crises. These are some of the common types of crises that can impact businesses.

How can businesses prepare for potential crises?

To prepare for potential crises, businesses should conduct risk assessments, learn from other organizations, simulate crisis scenarios, and develop a clear response strategy with predefined roles and communication protocols.

You already know that AI technology is everywhere now – writing marketing copy, answering customer service questions, and even composing music. But this explosion of artificial intelligence brings with it a shadow: privacy issues are growing alongside its capabilities.

This all sounds like science fiction, but honestly, these AI privacy concerns are real-world issues we need to address today, not tomorrow. From the data AI systems collect to the potential for bias and discrimination, the implications of AI on privacy are far-reaching. We need to understand these challenges to harness AI’s power while safeguarding our rights and freedoms.

The Data Dilemma: How AI Eats Information (and Why It Matters)

At its core, AI is a hungry beast that needs to collect data, learn from it, and use it to make decisions. The more data you feed it, the “smarter” it gets. This data can be anything: your online searches, your social media posts, your location history, your medical records…the list goes on.

For example, remember that time you searched for the “best pizza near me”? AI systems record and remember this information, along with what websites you visit and how long you linger on certain pages. Then they combine these data points, creating an increasingly accurate picture of your likes, dislikes, and habits – even predicting what you might buy or do in the future.

But these privacy issues with AI are a double-edged sword; as a consumer, you want to protect your privacy (without missing out on the benefits of artificial intelligence). As a business owner, you want artificial intelligence to put your business in front of your ideal customers.

So how do you balance the protection of personal data with AI privacy?

The Privacy Paradox: Personalized Experiences & Personal Data Risks

Now, some might say, “But wait, doesn’t AI give us cool, personalized experiences?” Absolutely. It powers those movie recommendations we love, helps filter out spam, and even assists doctors in diagnosing diseases earlier.

The problem is, these amazing capabilities come at a price – the information AI needs to give us what we want is also the same sensitive data that, if misused or mishandled, can be turned against us. Imagine your data falling into the wrong hands. This is where the potential for privacy breaches and the need for robust data protection become glaringly apparent.

Think about an insurance company. Using AI, they could analyze your social media activity, your online purchases, and other data. If they decide you’re engaging in risky behavior, they could increase your insurance premiums.

They might even deny you coverage altogether. And without proper regulations and transparency, you might never even know why. This is where AI privacy issues get serious.

Facial Recognition & AI Surveillance: Are We Trading Liberty for Convenience?

Facial recognition technology powered by AI, which often relies on biometric data, is another area where privacy concerns are growing rapidly. In some cities, you’ll now find these systems used by law enforcement for identification and even predictive policing. This use of AI techniques raises fundamental questions about the balance between security and freedom in a technologically advanced society.

On one hand, proponents argue these systems can help catch criminals and increase public safety. On the other, critics point out the lack of transparency, the potential for misuse and discrimination, and the chilling effect this type of pervasive surveillance can have on our fundamental freedoms.

This is especially concerning given that AI systems are often opaque in their decision-making processes, making it difficult to challenge or understand their conclusions.

Think back to 2017, when the Economist found that democracy was on the decline in many countries because people lost faith in their government institutions. They pointed directly at events like the Cambridge Analytica scandal, where AI was used to manipulate voters during the 2016 US election using highly specific psychographic profiles of Facebook users.

They suggested this erosion of trust isn’t an isolated incident, but a disturbing pattern – arguing that if AI continues down this road of “manipulating democracy’s levers,” we could see a further decline in trust and a rise in authoritarianism. Pretty scary stuff.

Bias In, Bias Out: The Problem of AI Discrimination

Now, this is where things get tricky and raise significant privacy concerns. People often think of AI as a perfectly objective system. However, because AI learns from the data we feed it, any biases that exist in that data get reflected and even amplified in the AI’s decision-making.

This raises serious concerns about the potential for AI to perpetuate existing social inequalities, particularly if these systems are used to make decisions about individuals’ lives.

A well-known example is the case where IBM used almost a million photos from Flickr to train their facial recognition software without the permission of the people in the photos. They argued the photos were public but the critics pointed out the secondary use harm as the photos were shared on Flickr for something else.

This wasn’t an isolated incident. There have been many examples of facial recognition systems that struggle to correctly identify people of color, leading to serious concerns about racial bias in AI algorithms. The AI Now Institute’s 2017 report highlighted the dangers of this, warning that without serious effort to address bias in data and algorithms, these technologies could “reinforce existing inequalities” and do more harm than good. It makes you really wonder what the future holds.

The “Black Box” Problem & the Need for Transparency

Here’s another challenge – the more sophisticated AI becomes, the less transparent it is, even to those who created it, raising important data privacy questions. This is what some researchers refer to as the “black box” problem. This lack of transparency raises important questions about accountability and the potential for AI systems to operate without adequate oversight.

Basically, AI algorithms can be so complex that even their developers sometimes struggle to fully understand how they work. If an AI makes a decision about a loan application, a job interview, or even a medical diagnosis, it can be difficult or impossible to know exactly what factors influenced that decision. This lack of explainability is a significant barrier to building trust in AI systems, particularly when those systems are used to make high-stakes decisions

that impact individuals’ lives.

In his 2017 article in the MIT Technology Review, Will Knight pointed out this lack of explainability as one of AI’s biggest challenges, arguing that “if we want to be able to use AI in areas like healthcare, the legal system, or finance, where trust and accountability are essential, we need AI systems that are not only effective, but also explainable.” It’s tough to trust something if we don’t understand how it works, isn’t it?

Navigating the AI Frontier: Balancing Innovation & Privacy

Now, this doesn’t mean we need to hit the brakes on AI development altogether. Emerging technologies like AI have enormous potential for good and the potential to transform our lives in positive ways. From improving healthcare outcomes to addressing climate change, the applications of AI are vast and potentially transformative.

But we can’t just ignore these privacy concerns either. We need to develop AI ethically and responsibly. It’s up to us – individuals, policymakers, and tech leaders – to work together, strike the right balance, and ensure that AI development serves humanity, protects our rights, and reflects our values. Here’s how:

Transparency & Explainability: Shedding Light on the Black Box

First and foremost, we need more transparency in AI development, especially in the use of AI tools. That means making sure the decision-making processes of AI are as understandable and explainable as possible. This transparency is crucial for building trust in AI systems and ensuring that they are used fairly and responsibly. After all, if we don’t understand how AI systems are making decisions, how can we trust those decisions or hold the systems accountable?

Think about requiring AI developers to provide clear documentation and justification for the decisions made by their systems. Also, exploring the potential of “explainable AI,” which focuses on developing algorithms that can be understood even by those without specialized knowledge. Transparency is essential, especially as AI becomes increasingly integrated into our lives.

Data Protection & Security: Building Trust through Responsible Stewardship

You know what they say, “Data is the new oil”. And just like with any precious resource, we need to handle data sharing with care and respect. It is critical that AI development prioritizes strong data security measures, including things like robust encryption and anonymization techniques to protect personal information. This means ensuring that data is collected, stored, and processed securely, and that individuals have control over how their data is used.

Here’s an example: Australia’s Data61 and CSIRO are at the forefront of privacy preservation, constantly innovating in this area. Their groundbreaking work shows how to enable sophisticated analysis while safeguarding sensitive information. These initiatives highlight the importance of embedding privacy considerations into the development and deployment of AI technologies. By designing systems with privacy in mind, we can mitigate risks and foster greater trust in AI applications.

This should be the standard. By embedding these security practices into AI development, organizations will improve trust and minimize the risks associated with data breaches or unauthorized access.

Regulation & Ethical Frameworks: Shaping AI for Good with General Data Protection Regulation

Regulation is always a bit of a touchy subject. While AI regulations need to be put in place to help prevent misuse and ensure that AI development is guided by ethical principles, too much regulation can stifle innovation. Finding the right balance between fostering innovation and protecting fundamental rights is crucial for ensuring that AI technologies are developed and deployed responsibly.

But listen to this – remember when Europe rolled out the GDPR (General Data Protection Regulation)? That sent shockwaves throughout the tech world. All of a sudden, user privacy moved to the front burner. It was a game changer. The GDPR served as a wake-up call, demonstrating the need for comprehensive privacy legislation in the digital age.

Similarly, the California Consumer Privacy Act (CCPA) gives Californians the right to know what personal information is collected about them and to refuse the sale of their personal data.

It’s really all about finding the right balance. AI regulations should be clear, comprehensive, and flexible enough to adapt to this fast-evolving field, all while striking that crucial balance.

The good news?

More and more countries and organizations are starting to recognize the urgency of creating ethical frameworks for AI. Take the EU AI Act. Their efforts are a positive step, urging companies to integrate privacy protections right from the design phase – that’s the idea behind “privacy by design,” ensuring consumer rights are hardwired into these systems from the ground up.

Here’s a List of AI Privacy Laws That You Can Reference

1. General Data Protection Regulation (GDPR) – European Union: The official GDPR text and additional resources can be found on the European Commission website.
2. California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA): More information can be found on the State of California Department of Justice website.
3. EU AI Act: Details about the proposed regulation on artificial intelligence in the EU can be accessed on the European Commission’s digital strategy page.
4. Colorado Privacy Act: You can find more about this act on the Colorado Attorney General’s Office website.
5. Connecticut Data Privacy Act: Information is available on the Connecticut General Assembly website.
6. Virginia Consumer Data Protection Act: Details are provided by the Virginia State Government.
7. Utah Consumer Privacy Act: The Utah State Legislature provides information on their official website.
8. Delaware Personal Data Privacy Act: More details can be found on the Delaware General Assembly website.
9. Indiana Data Privacy Act: For more information, visit the Indiana General Assembly website.
10. Montana Consumer Data Privacy Act: Information is available on the Montana State Legislature website.
11. Oregon Consumer Privacy Act: You can learn more on the Oregon Legislative Information System.
12. Tennessee Information Protection Act: Details are available on the Tennessee General Assembly website.
13. Texas Data Privacy and Security Act: Visit the Texas Legislature Online.
14. New York City’s Local Law 144 (regulating AI in hiring): More information is provided by the New York City government website.
15. Illinois Biometric Information Privacy Act (BIPA): Information can be found on the Illinois General Assembly website.
16. Washington State’s working group on automated decision-making systems: Details are available on the Washington State Legislature website.

User Education & Empowerment: Taking Control of Our Digital Footprints

Privacy, my friend, isn’t just about laws and regulations. It’s also about us understanding AI and data privacy. We need to educate ourselves about AI. It’s critical to be aware of the ways it collects and uses data. This includes understanding how our data is used to train AI algorithms, the potential implications for privacy, and the steps we can take to protect our personal information in an increasingly data-driven world.

Did you know that even though those policies often bury this info in dense legalese, almost every website and app we use collects our information. Seriously, check out the privacy settings on your phone – it’s eye-opening how much control we give away without realizing it. Understanding the choices we make about our data is paramount in the age of AI.

But here’s the empowering part – by understanding the basics of AI and taking control of our data, making conscious choices about what information we share and with whom, we’re better equipped to protect our privacy and advocate for more responsible AI development. Just remember, knowledge is power.

What’s Your Responsibility as a Business Owner Regarding Generative AI

Based on current laws and best practices, if you’re using AI in your content and data processing you should be sharing the following with your audience to alleviate any privacy concerns with ai:

1. AI disclosure:Tell your audience where AI is being used to personalize experiences or process customer data. Transparency builds trust.

2. Data collection: Explain what data is being collected and how it’s being used to train or power AI systems. This includes direct and inferred data.

3. Purpose of data use: Clearly state the purpose of the data being used in AI systems, e.g. personalization, product recommendations or content generation.

4. Data retention: Tell your audience how long their data will be retained and used for AI purposes and under what circumstances it will be deleted.

5. Opt-out: Provide clear instructions on how customers can opt out of AI powered features or data collection for AI training if applicable.

6. Data security: Outline the security measures in place to protect customer data used in AI systems from breaches or unauthorised access.

7. Third party sharing: Disclose if and how data used for AI purposes will be shared with third parties, including data transfers across borders.

8. AI decision making: If AI is used for automated decision making that affects users significantly, explain the process and how it works.

9. User rights: Inform users of their rights to their data, e.g. right to access, correct or delete their data used in AI systems.

10. Compliance: Clearly state compliance with relevant data protection regulations like GDPR, CCPA or other applicable laws.

11. AI practice updates: Commit to telling users about significant changes to AI data practices or policies.

12. Contact: Provide clear contact details for users who have questions or concerns about AI data usage.

Please note: laws and regulations may vary by region. E.g. under GDPR in the EU this is more stringent.

FAQs About Privacy Concerns with AI

What Are the Biggest Threats to Privacy in the Age of AI?

Several major privacy risks are associated with AI technology:

• Data Collection & Surveillance: The potential for massive data collection and surveillance through AI-powered systems raises concerns about how this data might be used and by whom. It’s not just governments but corporations as well that now have access to increasingly sophisticated tools for tracking, analyzing, and potentially manipulating our behavior.

• Data Security and Breaches: Storing huge amounts of personal data in AI systems creates attractive targets for hackers and malicious actors, potentially leading to massive data breaches and identity theft. As these systems become more complex and interconnected, ensuring their security becomes more difficult, raising the stakes significantly.

• Bias and Discrimination: AI algorithms trained on biased data can perpetuate and amplify existing inequalities. If we’re not extremely careful, AI systems could deny individuals opportunities or subject them to unfair treatment. Think about things like loan applications, job interviews, and even criminal justice. Imagine if an algorithm, rather than a person, made life-altering decisions with that amount of bias. That’s the future we need to prevent.

What Can Organizations Do to Address AI Privacy Concerns?

Protecting user data privacy shouldn’t be an afterthought – it should be the foundation. For AI to reach its full potential, we need public trust. Here’s how organizations can build that trust and do right by their users. These are some important first steps.

Add Privacy By Design (PbD) principles into AI systems.This isn’t about bolting on privacy measures later, but making privacy a fundamental element in the design and development process. It requires organizations to minimize data collection and retention, ensuring data is used only for its intended purposes and that users understand how their information is processed. It’s about prioritizing data minimization from the start.

• Increased trust among users

• Reduced legal and regulatory risks

• Improved data security overall

Promote Transparency and Explainability in AI: It’s not enough to just “say” you’re being responsible. It’s about providing users with understandable information about how AI systems make decisions, potentially including summaries of data lineage (where the data came from), model bias assessments, and performance metrics. It’s like showing your work – it builds credibility and helps people feel more comfortable with how these systems operate.

• Builds greater user trust

• Facilitates better regulatory compliance

• Reduces potential harm from biased outcomes.

Are There Ethical or Moral Issues With AI?

Besides specific privacy violations, emerging technologies like artificial intelligence also introduce some seriously complex ethical and moral issues that often intertwine with concerns about its impact on society. They’re not always easy to untangle. Here’s the thing: as we inch closer to creating machines that mimic or even surpass human intelligence in certain areas, it’s not just a technological shift we’re talking about – it’s an existential one. We’re grappling with fundamental questions about what it means to be human and the role we envision for artificial intelligence in shaping our future.

Conclusion

Listen, privacy concerns with AI and data privacy aren’t just about hypothetical scenarios or futuristic fears. This is about today – the choices we’re making right now, and how those choices shape our world for better or worse. The information I shared today is a wake-up call for every single one of us. We must make conscious decisions about the technologies we create and embrace, all while ensuring our journey into the age of artificial intelligence prioritizes the values we hold dear – values like human dignity, fairness, and of course, privacy.

Don’t just take my word for it. The data speaks for itself. 

Crafting the perfect email newsletter can feel daunting, but it doesn’t have to be. With the right sample email newsletter templates as your starting point, you can create an engaging and effective newsletter that resonates with your audience. We’ve scoured the web to bring you 10 stunning templates that are sure to inspire your next campaign.

These sample email newsletter templates aren’t just pretty faces—they’re designed with best practices in mind, from mobile-friendly layouts to clear calls-to-action. Whether you’re looking for a sleek, modern design or something more playful and colorful, there’s a template here for every brand and style.

Why Are Email Newsletters So Important, Anyway?

In the digital age, social media often steals the spotlight. You might be tempted to relegate email marketing to the back burner. However, that would be a mistake.

Think about it – no matter how many algorithms shift or platforms emerge, email remains a constant. It’s a direct line to your audience and the place to foster real, lasting connections. Plus, remember that staggering 3800% ROI on email marketing investments? You’d be leaving a gold mine untapped without it.

I’ll bet it’s been a while since you’ve sent an email newsletter or even thought about one. They seem so passé, right? But here’s the scoop: right now, your biggest challenge as a small business owner—especially if you’re a consultant or industry expert—is connecting with the right audience and converting that audience into prospects and ultimately customers. And email newsletters are a great way to grease the wheels of your customer journey.

Currently, the most popular emails that people receive include some type of deal or coupon—those emails always get opened. But you’re about so much more than a coupon. While giving discounts is nice, you’re not about buying their love—right? You want to build genuine relationships. That’s why I’m going to share the best email newsletter templates that you can use to not only attract new customers but turn them into raving fans. So, let’s ditch the passé and embrace the powerful potential of email newsletters to keep your audience engaged and coming back for more!

Types of Email Newsletters

When it comes to email marketing, one size definitely does not fit all. There are so many different types of email newsletters out there, each with its own unique purpose and style. It’s like a buffet of options, and you get to pick and choose what works best for your business and your audience.

But with so many choices, it can be overwhelming to figure out where to start. That’s why I’m here to break it down for you and share some of the most popular types of email newsletters out there. Trust me, once you understand the different flavors available, creating your own newsletter design will be a piece of cake.

Curated Content Newsletters

First up, we have curated content newsletters. These bad boys are like the mixtapes of the email world. I subscribe to several marketing oriented curated newsletters and I never want to miss one because it delivers exactly what I’m after and why; the latest news in marketing, marketing technology and marketing strategy, and it gives me topic ideas that I can deconstruct and share with you. 

So how do you create your own curated content newsletter?

You take the best content from around the web, package it up nice and neat, and deliver it straight to your subscribers’ inboxes. It’s a great way to provide value and establish yourself as a go-to resource in your industry.

The key to a killer curated content newsletter is to make sure you’re only sharing the cream of the crop. No one wants to sift through a bunch of mediocre blog posts and articles. So, be selective and only include the stuff that’s truly worth reading. And don’t forget to add your own commentary and insights to give it that personal touch.

Here’s a sample newsletter template that I love:

1.  Subject Line: Give an overview of what’s inside – just the top, most interesting stuff.

2.  Subtly sprinkle promotions and offers at the top, middle and at the end.  If the content is top notch, your audience will appreciate it.  

3.  Create sections that say exactly what the newsletter delivers. 

Promotional Newsletters

Next up, we have promotional newsletters. These are all about showcasing your products or services and enticing your subscribers to take action. Whether you’re running a sale, launching a new product, or just want to remind people how awesome you are, promotional newsletters are the way to go.

But here’s the thing – you can’t just slap together a bunch of salesy language and call it a day. Your promotional newsletter needs to be engaging, visually appealing, and provide real value to your audience. Use eye-catching images, compelling copy, and clear calls-to-action to grab their attention and inspire them to click through.

One of my FAVORITE promotional newsletters comes from AppSumo.  It’s like a bundle of goodies that I get about once a week, sometimes more.  

Here’s a sample newsletter template that I love:

This comes from AppSumo. Now, you might not think of this as an email newsletter, but this is an email newsletter template you can totally swipe with your business — especially if you are an affiliate marketer. 

1. Feature a product or service that’s about to “disappear” or where. a discount is going to run out. 

2. Make your descriptions educate and tell the story.

Your biggest challenges with this type of newsletter template is that it’s very expensive to automate.  (believe me, I’ve tried) 

You don’t have. to send this weekly, you can do it monthly and have equally good results. 

Company Update Newsletters

Company update newsletters are like the family holiday letters of the business world. They keep your subscribers in the loop about all the exciting things happening behind the scenes. Whether you’re sharing milestones, introducing new team members, or just giving a general update on your company’s progress, these newsletters help foster a sense of community and connection with your audience.

The key to a great company update newsletter is to strike a balance between informative and entertaining. You want to share the important stuff, but you also want to keep it light and engaging. Use a friendly, conversational tone and don’t be afraid to inject a little humor or personality into your writing.

A lot of coaches and consultants send out this type of newsletter.

This is a great option if your company doesn’t have a blog.  You can treat your company newsletter as a sort of blog that contains a feature story, some updates on products and services and maybe even some “fun stuff” that will brighten your reader’s day.

While this Lumi newsletter is visually beautiful, yours doesn’t need to be.  Remember it’s all about providing helpful information that will keep customers in the loop.

1. Give your company newsletter a fun name (or not) after all, what’s in a name? 

2. Feature something important, useful, a breakthrough — anything that your READER, Prospect, or customer will want to know

3. Don’t be afraid to talk about problems or challenges your are solving and why they are important. 

4. Feature employees. You can feature customer service employees, trainers, folks who work on the manufacturing line, etc. Keep the information focused on the customer first and how this employee delivers on the promise of your customer. 

Event Newsletters

Event newsletters are all about building buzz and driving attendance for your upcoming events. Whether you’re hosting a webinar, conference, or workshop, or attending an industry trade show, these newsletters are your chance to get people excited and motivated to sign up or connect with you.

To create an effective event newsletter, you need to focus on the benefits and value that attendees will get from participating. Use compelling headlines, engaging visuals, and clear calls-to-action to make it easy for people to register. And don’t forget to include all the important details like date, time, location, and any special guests or speakers.

I recently attended CEX, a content marketing conference for independent content creators. If you’re participating in an event like a trade show or conference, it’s a great idea to send a regular event newsletter. 

Here is an event email newsletter template you can follow:

1. Grab the logo and graphics for the event and create. a banner.

2. Make a content plan for what’s going to go in the email series.  Plan it all out, add dates and content that’s going to be in the email.  Remember to set goals for the event, outline the benefits for attendees, and brainstorm some fun ways to engage with your audience before, during and after the event. 

3. Make sure that your event email has sections and short sentences or bullets with the most important information. 

Digest Newsletters

Last but not least, we have digest newsletters. These are like the “greatest hits” of your content, all wrapped up in one convenient package. They’re perfect for busy subscribers who don’t have time to keep up with all your latest blog posts, articles, or resources on a daily basis.

To create a winning digest newsletter, focus on curating your best and most popular content from the past week or month. Use engaging headlines and short summaries to give people a taste of what each piece is about, and include links back to the full articles on your website. And don’t forget to add a little commentary or personal insight to make it feel like more than just a list of links.

While a curated email newsletter has curated content from a variety of sources (not just yours), a digest newsletter is a way to group YOUR content on a specific theme and send it as an email.

If you have a blog, you can select a category or topic and feature content that your audience may have missed. 

Crafting Sample Email Newsletter Templates that Convert

No one-size-fits-all solution exists when crafting the ultimate email newsletter. Your approach hinges on your audience, their needs, and their buying journey stage. Consider the specific email newsletter types that will reach your subscribers:

1. The Welcome Wagon: Greeting New Subscribers

First impressions matter. When someone trusts you enough to join your email list, capitalize on the opportunity with a warm welcome. This goes beyond a simple “thanks for subscribing.”

This initial email could include special offers for new subscribers, introduce them to your brand story, or provide links to your most popular blog posts. This immediately positions you as a valuable resource.

2. Sharing is Caring: Curated Content Newsletters

Think about a friend who always shares the coolest articles or videos that are relevant to your interests. Now imagine being that friend for your subscribers. In a world overloaded with information, everyone’s seeking valuable content tailored to their needs. Sharing curated content positions you as a trusted guide within your niche.

Curate relevant articles, videos, podcasts – whatever aligns with your audience’s preferences – from reputable sources. Weave these resources into a digestible format. Offer your unique insights or commentary, positioning yourself as a thought leader.

3. The “Aha.” Moment: Educational Email Newsletters

Sharing your knowledge establishes trust and authority. Instead of just telling, this email newsletter type shows your audience that you’re invested in their success. You achieve this by offering practical information that empowers them. This goes beyond surface-level advice.

Offer valuable information through tutorials, how-to guides, or webinars, breaking down complex concepts into manageable steps. People crave learning experiences that yield results. Become their go-to source for guidance.

Don’t forget about your CTA. Tell readers what you’d like them to do next. Link to a blog post, encourage signing up for your online course, or direct them to relevant products on your website. Consider experimenting with tools such as Moosend and Litmus to streamline the process.

4. Behind-the-Scenes Peek: Company Culture & News Newsletters

Humanize your brand beyond logos and taglines. People connect with people, so use this newsletter style to unveil the faces and stories that fuel your brand. Showcasing your company culture builds relatability and trust. This is also a great place to incorporate company news into your newsletter format.

Offer sneak peeks into your day-to-day operations, introduce team members, or highlight exciting company milestones. Share customer testimonials that boost credibility. Consider giving a glimpse into your values, your ‘why’, or your community involvement. For a similar vibe with your email marketing software, think about checking out a platform like ActiveCampaign. Building an emotional connection fosters brand loyalty.

5. Scarcity Creates Urgency: Promotional Email Newsletter

Sales and discounts still hold weight. However, these email newsletters require careful execution. Rather than constant bombardment, aim for a strategic blend of value-driven content interspersed with compelling promotions. Make your subscribers feel they’re privy to an exclusive club. Offer early bird discounts, limited-time bundles, or free shipping during specific periods.

Remember to highlight the value proposition – how will this sale benefit them? Create a sense of urgency with phrases such as “Don’t miss out.” or “Offer ends soon.” to encourage quick action. Entice readers with a bit of FOMO. Tools like Drip allow you to manage your campaigns. You can manage everything from creating eye-catching designs to tracking their effectiveness.

6. Re-Engage and Win Them Back: Re-Engagement Campaigns

Don’t worry if a subscriber goes quiet. Instead of viewing this as a lost opportunity, rekindle that spark. Use targeted re-engagement campaigns that make them feel valued. Begin by segmenting your list to identify those who’ve gone quiet. Consider offering a free newsletter to entice them.

Craft an email newsletter for this group. Offer incentives to re-engage, such as a discount or reminder about previous purchase benefits. You could even ask for feedback on their preferences. It’s your chance to re-capture their attention. This gently nudges them back into the fold and prevents unsubscribes.

If you need professional assistance crafting sales email templates, numerous services are available. Consider platforms like Mailchimp, which can be beneficial for your company website. These resources can help elevate your email campaign with designs that make a difference.

Essential Elements of an Effective Email Newsletter Template

Creating an email newsletter that actually gets opened, read, and acted upon is no easy feat. It takes a combination of compelling content, eye-catching design, and strategic planning to really make an impact. But fear not, my friend – I’m here to share some of the essential elements that every effective email newsletter template should have.

Compelling Subject Line

First and foremost, you need a subject line that’s going to grab people’s attention and make them want to click. This is your one chance to make a first impression and convince subscribers that your email is worth opening. So, how do you craft a compelling subject line? Keep it short, sweet, and to the point. Use action-oriented language and try to evoke curiosity or urgency. And don’t be afraid to get a little creative – a clever pun or a bit of humor can go a long way.

Engaging Preheader Text

Once you’ve nailed your subject line, it’s time to focus on your preheader text. This is the short summary that appears next to the subject line in most email clients, and it’s another opportunity to entice readers to open your email. Use this space to expand on your subject line and give a little more context about what’s inside. Keep it concise and compelling, and make sure it aligns with the content of your email.

Consistent Branding

Consistency is key when it comes to email newsletter design. Your template should reflect your brand’s visual identity, from the colors and fonts to the overall look and feel. This helps create a cohesive experience for your subscribers and reinforces your brand recognition. Plus, it makes your emails instantly recognizable in a crowded inbox.

Clear Call-to-Action

Every email newsletter should have a clear purpose and a specific action you want your readers to take. Whether it’s clicking through to your website, making a purchase, or signing up for an event, your call-to-action (CTA) should be prominently displayed and easy to find. Use bold, contrasting colors and action-oriented language to make your CTA stand out and encourage clicks.

Mobile-Friendly Design

In today’s mobile-first world, it’s essential that your email newsletter template is optimized for smaller screens. More than half of all emails are now opened on mobile devices, so if your design isn’t responsive, you’re missing out on a huge chunk of your audience. Make sure your layout is simple and easy to navigate, your font sizes are large enough to read, and your images are optimized for fast loading times.

Unsubscribe Option

Last but not least, every email newsletter should include an easy way for subscribers to opt out if they no longer want to receive your emails. Not only is this a legal requirement in most countries, but it’s also just good practice. Make sure your unsubscribe link is clearly visible and easy to find, and honor any unsubscribe requests promptly. It’s better to have a smaller list of engaged subscribers than a large list of people who never open your emails.

How to Customize Your Email Newsletter Template

One of the best things about using an email newsletter template is that it gives you a solid foundation to work from, but you still have the flexibility to make it your own. Customizing your template to reflect your brand’s unique personality and style is essential for creating a memorable and effective email marketing campaign.

Incorporate Your Brand Colors and Logo

The first step in customizing your email newsletter template is to incorporate your brand colors and logo. This helps create a cohesive and recognizable look that reinforces your brand identity. Use your primary brand colors for headlines, buttons, and other key elements, and make sure your logo is prominently displayed at the top of your template.

If you’re not sure where to start with color schemes, try using a tool like My Brand Kit to easily import your brand colors and ensure consistency across all your marketing materials.

Use High-Quality Images

Visuals are a crucial component of any effective email newsletter, and using high-quality images can make a big impact on your overall design. Choose images that are relevant to your content and that help tell your brand’s story. If you’re showcasing products, make sure your images are clear, well-lit, and accurately represent what you’re selling.

When selecting images, keep in mind that not all of your subscribers will have images enabled in their email clients. Make sure to include descriptive alt text for each image so that even if the visual doesn’t load, your message still comes across loud and clear.

Personalize Your Content

Personalization is key when it comes to email marketing, and customizing your newsletter template is a great opportunity to add a personal touch. Use merge tags to address your subscribers by name, and segment your list based on interests, behaviors, or demographics to ensure that each subscriber is getting content that’s relevant to them.

You can also use dynamic content blocks to show different messages or offers to different segments of your list. For example, if you have a group of subscribers who have previously purchased from you, you might show them a special loyalty discount or early access to a new product launch.

Optimize for Different Email Clients

One of the biggest challenges of email marketing is ensuring that your newsletter template looks great across all the different email clients and devices that your subscribers might be using. From Gmail to Outlook to Apple Mail, each client has its own quirks and rendering issues that can impact how your email displays.

To ensure a consistent experience for all your subscribers, it’s important to test your template across multiple clients and devices. Use a tool like Litmus or Email on Acid to preview your email in different clients and make any necessary adjustments to your code or design.

Test and Refine Your Design

Finally, don’t be afraid to experiment with your email newsletter template and make tweaks and refinements over time. Use A/B testing to try out different subject lines, calls-to-action, or layout options and see what resonates best with your audience.

Pay attention to your email analytics and track key metrics like open rates, click-through rates, and conversions. Use this data to inform your future email newsletter design decisions and continually optimize your template for maximum impact.

Remember, your email newsletter is an extension of your brand and a powerful tool for building relationships with your subscribers. By customizing your template to reflect your unique voice and style, you can create a memorable and effective email marketing campaign that drives real results for your business.

Best Practices for Creating Engaging Email Newsletter Content

You know your email newsletter is a golden opportunity to connect with your audience. But how do you create content that truly resonates? As someone who’s been in the email marketing trenches for years, I’ve learned a few key strategies that can take your newsletters from meh to must-read.

Know Your Audience

First and foremost, you’ve got to know your people inside and out. What keeps them up at night? What are their biggest challenges and aspirations? The more intimately you understand your subscribers, the better equipped you’ll be to craft email content that hits home.

I remember when I first started out with email marketing, I made the mistake of assuming I knew what my audience wanted. Boy, was I wrong. It wasn’t until I really dug deep – conducting surveys, analyzing engagement data, and having actual conversations with subscribers – that I was able to fine-tune my content to their specific needs and interests.

Keep Content Concise and Scannable

In today’s attention-starved world, ain’t nobody got time for long-winded emails. Keep your newsletter content tight and digestible, with short paragraphs, bullet points, and plenty of white space. Make it easy for readers to quickly scan and absorb the key takeaways.

One tactic I love is using eye-catching subheadings to break up the text and guide readers through the content. It’s like leaving a trail of breadcrumbs – you want to entice them to keep reading and discovering those valuable nuggets you’ve sprinkled throughout.

Use Compelling Visuals

Never underestimate the power of a striking image or well-designed graphic to grab attention and drive home your message. Visuals add personality, break up text, and make your email newsletters infinitely more engaging.

In fact, research shows that people are 65% more likely to remember information when it’s paired with a relevant image. So don’t be afraid to get creative with your visuals – just make sure they’re high-quality, on-brand, and add value to your content.

Include Relevant Links

Your email newsletter shouldn’t be a dead end – it should be a launching pad for deeper engagement. Pepper your content with relevant links that encourage readers to explore your website, blog, or other resources.

Just be strategic about it. Don’t overwhelm them with too many links or send them down a rabbit hole that distracts from your core message. Choose your links wisely and make sure they enrich the reader’s experience and support your overall marketing goals.

Encourage Feedback and Interaction

The best email newsletters aren’t one-way broadcasts – they’re conversation starters. Make your readers feel valued and heard by actively encouraging their feedback and participation.

Include surveys, polls, or quick-hit questions to gather insights and spark dialogue. Invite them to reply to your emails or join the discussion on social media. The more you can foster a sense of community and interaction, the more invested your subscribers will become in your brand and content.

At the end of the day, creating engaging email newsletter content is all about putting your audience first. Craft your messaging and visuals around their needs, interests, and preferences. Deliver value in every send, and always strive to exceed their expectations. With these best practices as your guide, you’ll be well on your way to building an email newsletter that your subscribers can’t wait to open.

Measuring the Success of Your Email Newsletter Campaigns

You’ve spent countless hours perfecting that email newsletter, and while clicking “send” feels amazing, how do you track your success? Measuring the effectiveness of your email campaigns is key for making strategy tweaks and showcasing the return on your time and effort. 

Track Open and Click-Through Rates

Open rates and click-through rates (CTR) are the bread and butter of email marketing metrics. Your open rate tells you how many people are actually laying eyes on your newsletter, while your CTR reveals how many are engaging with your content and calls-to-action.

Industry benchmarks vary, but generally speaking, an open rate of 20-30% and a CTR of 2-5% are considered solid. Keep an eye on these metrics over time to gauge the effectiveness of your subject lines, content, and overall email performance.

Track Unsubscribe Rates

Unsubscribes are a natural part of email marketing, but a sudden spike in opt-outs can be a red flag. Keep a close watch on your unsubscribe rates and aim to keep them below 0.5% per campaign.

If you see a surge in unsubscribes, take a step back and assess what might be turning people off. Are you sending too frequently? Is your content missing the mark? Use that feedback to course-correct and improve your email strategy moving forward.

Analyze Website Traffic and Conversions

Your email newsletters don’t exist in a vacuum – they’re designed to drive traffic and engagement on your website. Use Google Analytics or other web analytics tools to track how much traffic your campaigns are generating and what subscribers do once they land on your site.

Think about high bounce rates and low engagement as red flags waving at you. Dig into metrics like time spent on your site or how many click through direct from email – these could show mismatch between what your email promised, and what the content on your website delivered. 

Conduct Reader Surveys

Sometimes the best way to measure success is to simply ask your subscribers what they think. Conduct periodic reader surveys to gather feedback on your email content, frequency, design, and overall value.

You can use tools like SurveyMonkey or Google Forms to create simple surveys and include them right in your email newsletters. Not only will you gain valuable insights, but you’ll also show your subscribers that you value their opinions and are committed to improving their experience.

Continuously Improve Based on Data Insights

The most successful email marketers are the ones who never stop learning and optimizing. Use the data and insights you gather from your metrics and surveys to continuously refine your email newsletter strategy.

A/B test different subject lines, content formats, and calls-to-action to see what resonates best with your audience. Segment your email list based on subscriber preferences and behaviors to deliver more targeted, relevant content. And don’t be afraid to experiment with new ideas and approaches – you never know what might strike a chord with your readers.

Remember, measuring the success of your email newsletter campaigns is an ongoing process. By tracking the right metrics, gathering subscriber feedback, and using those insights to inform your strategy, you can create email newsletters that not only engage and delight your audience but also drive real results for your business.

FAQs in Relation to Sample Email Newsletter Templates

What is the best format for an email newsletter?

A great email newsletter combines a catchy subject line, engaging visuals, clear call-to-action, and mobile-friendly design.

How to create a newsletter for email?

Select a pre-made template. Customize it with your brand colors and logo. Add compelling content and images.

How do you write content for an email newsletter?

Know your audience. Keep it concise. Use visuals to grab attention. Include relevant links that provide value.

Does Outlook have email newsletter templates?

Nope, but you can import external templates or use third-party tools compatible with Outlook’s interface.

Conclusion

Feeling inspired by these sample email newsletter templates? We thought so! Remember, the key to a successful newsletter is to balance eye-catching design with compelling content that provides real value to your subscribers.

Don’t be afraid to experiment with different layouts, color schemes, and content types until you find the perfect formula for your audience. And most importantly, always keep your readers’ needs and preferences at the forefront of your mind.

Ready to take your email newsletters to the next level? Start with one of these stunning templates and watch your engagement soar!

Recently, our #BizapaloozaChat community had a conversation about “unconventional goals”.

What are unconventional goals? Glad you asked.

There are goals and objectives that are an offshoot of traditional goals and that will not only motivate your team, but just might help you identify a competitive advantage that you can take to the bank.

Here’s a wonderful example.

Recently, Women in Cloud,  a community-led economic development organization dedicated to generating $1 billion in new net economic access for women entrepreneurs and professionals by 2030, set a new Guinness World Record for most users in a Vision Board Video Hangout. This record-breaking video hangout event attracted 632 participants worldwide, showcasing 503 approved vision boards, highlighting the significant impact of digital engagement and creative collaboration. The live stream allowed global viewers to join in this celebration of shared dreams and aspirations, emphasizing the event’s community-building power.

Given its vision for creating economic access for women, this unique goal and effort not only generated press and built community, it created a newsworthy event that created excitement, enthusiasm and brand building.

That got me thinking, what are some other fun conventional goals, turned into unconventional goals and objectives that you can try for your business?

I’ve pulled together 7 unconventional goal categories and gave you three fun ideas for each one.

1. Cultivate a Distinct Brand Identity

• Partner with Local Artists: Launch collaborative projects that reflect your community’s culture and creativity.
• Create an Augmented Reality Brand Tour: Offer an interactive exploration of your brand’s story and values.
• Design a Brand Mascot: Introduce a memorable character that embodies your brand’s essence.

2. Engage and Expand Your Community

• Organize Community Service Initiatives: Lead projects that give back to the community, enhancing brand visibility and goodwill.
• Host Interactive Online Workshops: Share your expertise and build a community of engaged followers.
• Implement a Customer Ambassador Program: Encourage loyal customers to share their experiences and expand your reach.

3. Innovate Product/Service Offerings

• Launch a Mystery Product Line: Stir curiosity with products revealed only upon purchase.
• Offer Customizable Experiences: Allow customers to personalize your product or service to their preferences.
• Introduce a Subscription Model for Exclusive Content: Provide valuable insights or services through a subscription-based model.

4. Achieve Sustainability Goals

• Initiate a Zero-Waste Campaign: Challenge your business and customers to reduce waste.
• Develop Eco-friendly Packaging: Reinforce your commitment to the environment with sustainable packaging.
• Partner with Environmental Organizations: Collaborate on projects that promote environmental awareness and action.

5. Foster Employee Growth and Satisfaction

• Implement a Skills Exchange Program: Encourage employees to teach and learn skills from one another.
• Organize Team-Building Retreats in Nature: Connect with the team in an environment that promotes well-being.
• Create an Innovation Incubator: Offer resources and support for employees to develop their own projects.

6. Maximize Digital Presence

• Conduct a Digital Scavenger Hunt: Engage followers with clues and tasks that lead them through your digital ecosystem.
• Launch an Interactive Web Series: Tell your brand’s story through an engaging online narrative.
• Develop a Brand App: Offer unique functionalities that enhance customer interaction with your brand.

7. Elevate Customer Experience

• Install Interactive Storefronts: Use technology to create engaging displays that invite passerby interaction.
• Offer Surprise Delights with Purchases: Include unexpected gifts or personal notes with orders.
• Host Exclusive Customer Appreciation Events: Strengthen relationships with your most loyal customers through special gatherings.

8. Strengthen Community Relations

• Sponsor Local Talent and Events: Support local artists, athletes, and events that resonate with your brand values.
• Launch a Community Improvement Project: Lead or contribute to initiatives that beautify or enhance local spaces.
• Create a Platform for Local Voices: Share stories and insights from community members on your channels.

9. Pioneer Industry Innovations

• Host a Hackathon for Social Good: Challenge participants to solve industry-related problems with innovative solutions.
• Publish an Annual Industry Trends Report: Establish your brand as a thought leader by analyzing and predicting trends.
• Form a Cross-Industry Innovation Coalition: Collaborate with non-competing businesses to explore new ideas and technologies.

10. Leverage Unconventional Goals with Marketing Strategies

• Implement Guerrilla Marketing Tactics: Use surprise or unconventional interactions to promote your brand in the physical world.
• Create an Alternate Reality Game (ARG) for Your Brand: Engage customers in a complex, interactive narrative that blurs the line between fiction and reality.
• Launch a Viral Social Challenge: Encourage the sharing of content that promotes your brand in a fun and interactive way.