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While many landing pages look different and use a variety of interesting strategies to pull in audiences, they all serve one major purpose. These pages get website visitors to convert to the next stage in the buyer's journey . Rather than serving as a basic advertisement that shows a customer a product, a landing page aims to engage and delight a customer by offering them something that relates to the product or the company's industry. When they fill out the form and receive a reward of interesting content, they might be even more likely to trust your brand and become a customer. Quick tip: Want an easy way to add a form to your landing page? HubSpot’s free form builder tool can help you fill your CRM with leads from your website. Let’s talk through an example of when a landing page can be especially effective. If a business wants to sell an AI product that helps salespeople, they might create a landing page that offers audiences a free video on how to use AI in the sal

Have you ever heard people refer to themselves as “Apple people,” “Nike people,” or “Trader Joe’s” people? This is what brand awareness can do for a brand: embed itself into consumer lifestyles and purchase habits so that they don’t have to think twice before becoming a customer — time and time again. This guide will help you better understand brand awareness, establish it among your audience, and build campaigns that allow it to continually grow and morph with your business. Let’s dive in. Brand awareness might seem like a vague concept, and in truth, it is. For those marketers and business owners out there who like to gauge success with neat and tidy numbers, brand awareness will likely ruffle your feathers. But just because it isn’t a metric that can be perfectly determined doesn’t mean it doesn’t carry value. Brand awareness is incredibly important for business success and overall marketing goals. Here’s why. Brand awareness fosters trust. In a world where consumers rely on e

It's no surprise you want to become a paid Instagram influencer -- heck, the average price for a sponsored Instagram post is $300 , and if you become more successful, like yogi Rachel Brathen , you could be making $25,000 per post . But the idea of getting your posts sponsored might seem laughable to you. You're not posting pictures skydiving in Australia -- you're posting pictures of your brunch. However, you could be more marketable than you think. Instagram has become an insanely popular channel for brands to promote their products. In fact, Influencer Central found consumers consider Instagram to be the sixth most effective at influencing their purchasing decisions. Instagram's popularity might make you feel the platform is already too crowded for you to stand out. But here's the thing -- brands are quickly realizing the power of normal people to promote their products. Micro-influencers, or people with a small number of followers compared to the big players

Consider one of American Express's company values -- "Customer Commitment". Ideally, if you've had a positive experience with one of American Express's customer service reps, you've seen this value displayed first-hand. Alternatively, take a look at one of Google's values -- "Focus on the user and all else will follow." Any Google search will show you they stand by their purpose to serve the user. Undoubtedly, you find most answers to your common questions on page one of Google, and more recently, it's likely separated in its own featured snippet, as well. Having core company values can help you ensure each of your employees, from top leadership to entry-level, are working towards the same common goal, and share a bigger purpose. Purpose is undeniably critical for employee satisfaction. In fact, an Imperative survey of LinkedIn members found 73% of purpose-oriented members are satisfied in their jobs, compared to 64% who are not purpose-

Products are never just products, right? Coca-Cola is more than a soda. Starbucks is more than a coffee. Ray-Ban is more than a pair of sunglasses. Glossier is more than a tube of concealer. Interacting with these products provide experiences , and we buy them with that experience in mind. Better yet, the companies that create and market them know exactly the experience they want you to have when you make (or consider) a purchase. That’s why they create a brand. From the language in their Instagram caption to the color palette on their latest billboard to the material used in their packaging, companies who create strong brands know that their brand needs to live everywhere . They know their names extend far beyond the label. The result? These brands are known, loved, and chosen out of a long lineup of options. Who doesn’t want that? I know I do. That’s why we built this guide — to equip you to create and manage a strong brand that’ll help your business be admired, remembered, and