You already know getting a customer is hard. But keeping them? That’s where things get tricky. Retention is what separates brands that thrive from those that fade away. If you’re not analyzing customer behavior and adjusting your marketing strategy around it, you’re leaving growth on the table.

That’s where predictive analytics in marketing and customer segmentation strategies come in. They give you the tools to understand who your customers are, what they want, and how to keep them engaged. Instead of throwing campaigns into the void and hoping they land, you can make smarter decisions that build loyalty over time.

Quick Takeaways

• Retention depends on understanding behavior, not just tracking sales numbers.
• Predictive analytics in marketing helps forecast customer actions before they happen.
• Customer segmentation strategies let you personalize without wasting resources.
• Behavior data creates opportunities for loyalty programs and targeted offers.
• Retention-focused marketing saves money compared to chasing new customers.

Retention > Acquisition

Acquiring new customers will always have its place. But research keeps proving that retaining existing customers is more cost-effective than chasing new ones. Retained customers are more likely to spend more over time, refer others, and trust your brand.

It’s simple math. If you focus on understanding why customers stay, you’ll naturally reduce churn and strengthen your bottom line. And the best way to do that? Analyze behavior.

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Predictive Analytics in Marketing

Predictive analytics isn’t as intimidating as it sounds. Think of it like a crystal ball backed by data. It uses past actions to forecast future behavior.

For example:

• If someone buys office software every December, predictive analytics can help you plan targeted campaigns in November.
• If customers stop opening emails after three months, the data can flag when churn risk is highest.
• If high-value buyers engage more with social ads than emails, you can shift spend accordingly.

Predictive analytics in marketing helps you stop guessing and start planning. Instead of reacting after you’ve lost a customer, you can act before they walk away.

How Predictive Analytics Connects to Retention

So how does predictive analytics in marketing tie into retention? It all comes down to proactive engagement.

• Churn Prediction: Identify who’s slipping away and re-engage them with timely offers.
• Upsell Potential: Spot customers most likely to purchase upgrades or add-ons.
• Optimal Timing: Find out when people are most active and send campaigns at the right moment.

By combining these signals, you build a retention strategy that’s both cost-effective and scalable.

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Customer Segmentation Strategies: Why One-Size Doesn’t Fit All

Not every customer has the same needs. Trying to market to everyone in the same way is like trying to sell the same pair of shoes to an entire city. Some people need running shoes. Others need sandals. The trick is knowing who’s who.

Customer segmentation strategies break your audience into smaller groups based on shared characteristics. The most common ones include:

• Demographic Segmentation: Age, gender, income, or job role.
• Behavioral Segmentation: Purchase history, browsing habits, or loyalty status.
• Psychographic Segmentation: Interests, values, or lifestyle.
• Geographic Segmentation: Location-based preferences or seasonal habits.

When you segment effectively, you can craft messages that feel personal without being wasteful. Instead of sending the same campaign to 10,000 people, you send tailored versions to five different groups.

Practical Examples of Segmentation

Imagine you run a B2B software company. Here’s how segmentation strategies could play out:

• Demographics: Marketing automation messages differ for small business owners compared to enterprise managers.
• Behavior: Customers who frequently use a free feature get targeted upgrade campaigns.
• Geography: A webinar invitation is scheduled for different time zones.
• Psychographics: Decision-makers who value innovation see messaging focused on new features, while cost-focused buyers see ROI messaging.

These strategies aren’t about making marketing harder. They’re about making it smarter.

Retention Marketing in Action: Combining Analytics and Segmentation

The real power comes when you connect predictive analytics with segmentation. Instead of just guessing who’s at risk of leaving, you can pinpoint exactly which segment is most vulnerable. Then you act fast.

Here’s a scenario:

Predictive analytics flags that mid-sized companies with declining log-ins are at risk of churn. Segmentation data shows that this group values customer support. You respond by sending proactive support check-ins and offering a webinar on best practices.

That’s retention marketing at its best. You’re not spamming the entire customer base. You’re addressing the right group, at the right time, with the right message.

Feedback in Behavior Analysis

Numbers tell part of the story. But direct feedback from customers fills in the gaps that metrics alone can’t explain. Surveys, interviews, and NPS (Net Promoter Score) responses give context to behavior patterns.

For instance, if data shows customers dropping off after the second month of using your product, feedback might reveal the onboarding process is confusing. Without combining both, you’d miss the real reason behind churn.

Collecting feedback should be part of any retention strategy. Use it to refine customer segmentation strategies and improve predictive models.

Tools That Help With Predictive Analytics in Marketing

Plenty of tools make predictive analytics more accessible. You don’t need a data science team to get started. Some widely used categories include:

• CRM Platforms: Many now include built-in predictive models.
• Email Marketing Tools: These can flag disengaged contacts or suggest send times.
• Analytics Dashboards: Visualize churn risks, lifetime value, and conversion funnels.
• AI-Powered Tools: These platforms automate predictive modeling without heavy lifting.

The point isn’t to overload your tech stack. Start with one or two tools that align with your current marketing strategy. Grow from there.

Best Practices for Retention Marketing

Once you’ve analyzed behavior, segmented audiences, and used predictive analytics in marketing, what’s next? It’s about consistency.

Here are some best practices that keep retention strong:

• Personalize Where It Counts: Use segmentation to tailor offers and emails.
• Automate Engagement: Trigger campaigns based on behavior, not guesswork.
• Reward Loyalty: Give perks to long-term customers, even if it’s just exclusive content.
• Stay Proactive: Don’t wait for churn to happen before acting.
• Measure and Adjust: Track what’s working and refine over time.

Retention isn’t a one-time project. It’s an ongoing strategy that needs attention just like acquisition.

Why Retention Marketing Saves Money

It costs less to keep a customer than to win a new one. Studies repeatedly show retention-focused marketing delivers better ROI. Existing customers already know your brand. You don’t have to spend as much convincing them.

Plus, retained customers are more likely to expand their relationship with your business. They might upgrade, renew, or bring in referrals. When you focus on predictive analytics in marketing and customer segmentation strategies, you set yourself up for long-term growth.

Common Mistakes to Avoid

Not every retention strategy hits the mark. Here are mistakes businesses often make:

• Tracking too many metrics without focus.
• Ignoring feedback in favor of only numbers.
• Over-segmenting until campaigns feel scattered.
• Treating predictive analytics like a one-time project instead of ongoing.
• Forgetting that retention starts with a strong onboarding experience.

Avoid these pitfalls and you’ll save both time and money in the long run.

Real-World Example: Subscription Services

Think about subscription-based B2B services. Retention is everything in that model. Predictive analytics can flag churn risks by tracking log-in frequency or support ticket trends. Segmentation can break subscribers into groups based on product use.

By combining the two, you can send re-engagement campaigns to customers at risk, while rewarding highly engaged users with loyalty perks. It’s a simple but powerful way to reduce churn.

So, Where Do You Go From Here?

Retention starts with understanding. If you want customers to stick around, you need to know what drives their behavior. Predictive analytics in marketing and customer segmentation strategies give you the playbook.

It’s not about chasing every possible metric. It’s about focusing on the signals that matter most for your business. Over time, you’ll spot patterns, identify churn risks earlier, and keep your best customers longer.

Strengthening Retention IS Possible (If Done Right)

You want growth that lasts. Retention is the way to get there. By analyzing customer behavior, you learn what really drives loyalty. Predictive analytics in marketing helps you act before problems escalate. Customer segmentation strategies let you personalize without wasting resources.

So, are you ready to put retention front and center in your marketing strategy? Start small. Test one predictive model. Segment one group. Track the results. Over time, you’ll see how behavior-based marketing creates stronger relationships and better outcomes.

If you need to find creative solutions to help your brand retain customers, check out our Content Builder Service. Set up a quick consultation, and we’ll help you grow a business you’re excited to show off!

You may not know it, but creativity is at the center of marketing success. Campaigns, strategies, and content all rely on fresh, interesting ideas. But here’s the truth – creativity doesn’t just happen. It’s shaped by the environment you create at work.

If you want better results from your team, you need a work culture for marketers that encourages imagination, invites collaboration, and pushes ideas forward. That’s where things start to get super fun!

Quick Takeaways

• Work culture for marketers shapes how new ideas come to life.
• Creativity grows when people feel safe to take risks and test ideas.
• Physical space, tools, and leadership styles all affect creative flow.
• Collaboration works best when people know their voices matter.
• Small daily habits—like feedback and brainstorming—can push creativity forward.

What Culture in the Workforce Really is

First, a note on how we define culture in the workplace and how it helps us on a larger scale.

Culture isn’t a slogan or a one-time initiative. It’s the collective behavior, mindset, and shared expectations that guide how people interact and work together. Every company has a culture—whether it’s intentional or not. The question is whether that culture drives progress or slows it down.

How Culture Shapes Creative Marketing Output

Marketing teams thrive in environments where curiosity, open discussion, and experimentation are encouraged. A culture that values these qualities empowers teams to test new ideas and refine campaigns with confidence.

By contrast, a culture that prioritizes rigid processes or punishes mistakes often limits creativity. Over time, that kind of environment makes people hesitant to take risks, which directly impacts the quality of work produced.

Culture’s Role in Engagement and Retention

A strong culture also keeps people motivated and connected. Teams want to feel like their contributions matter. When a workplace rewards initiative, respects diverse perspectives, and values collaboration, employees are more invested in outcomes. That energy fuels stronger campaigns and builds momentum that carries across projects.

Decision-Making and Collaboration

Culture doesn’t just influence how people feel; it also impacts how decisions get made. In a healthy culture, transparency is the norm. Teams share data openly, align on goals, and make decisions collaboratively. That clarity speeds up execution. In contrast, an unhealthy culture creates confusion with hidden agendas or inconsistent leadership. Those conditions slow projects and create unnecessary frustration.

Adaptability in Changing Conditions

Workforces face constant change, from new tools to shifting customer expectations. Teams with strong cultures can adapt more easily because trust and communication already exist. Instead of resisting change, they respond with flexibility. That adaptability makes it easier to test strategies, learn from results, and keep moving forward.

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Why Culture Shapes Creativity

Now that you know a little bit more about culture, let’s talk creativity.

Culture sets the tone for how people think and act. In marketing, that means how your team approaches projects, shares feedback, and handles new ideas.

If you have a culture that rewards safe choices, your campaigns will look safe too. If you encourage curiosity and allow room for experimentation, you’ll see fresher concepts on the table.

That’s why shaping a creative work culture for marketers isn’t optional—it’s the foundation of every campaign you run. Here’s a cool study if you want to dive even deeper into this topic, by the way.

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How to Inspire Creativity at Work

Creativity isn’t a “one-and-done” event. It’s a process, and work culture either supports it or blocks it. If you want to inspire creativity at work, start with these approaches:

1. Give People Permission to Experiment

Ideas can’t flow if people worry about being wrong. Create space for testing, trying, and even failing. Teams that feel safe taking risks are more likely to pitch fresh concepts and refine them into winning campaigns.

2. Make Collaboration Easy

Collaboration isn’t just about meetings. It’s about building a system where everyone feels heard. Try tools that let people share thoughts in real time. Rotate who leads brainstorming sessions. The point is to keep everyone involved and energized.

3. Support Different Thinking Styles

Not everyone generates ideas the same way. Some thrive in group settings, while others prefer solo time before they share. A strong culture balances both. Allow quiet prep before team discussions, and don’t pressure everyone to speak immediately.

4. Keep Feedback Constructive

Feedback builds ideas up, not tears them down. Create a rule that criticism must come with a suggestion for improvement. That way, people stay motivated to keep iterating without fear of being shut down.

5. Celebrate Wins—Big and Small

A finished campaign isn’t the only milestone worth celebrating. Shout out small wins like a bold idea pitched in a meeting or a new design draft that looks promising. It reinforces creative behavior and keeps morale high.

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Building the Right Environment

Physical and digital environments play a big role in how creative people feel. If your office or remote setup doesn’t inspire, ideas will feel stuck too.

• Workspaces matter. Comfortable seating, whiteboards, sticky notes, and collaborative tools can spark imagination.
• Flexibility counts. Let people choose when they work best. Some have peak creative hours early morning; others find flow later in the day.
• Breaks help. Nonstop meetings drain energy. Short breaks between tasks refresh the brain and open space for new ideas.

A creative culture grows when people feel comfortable in the space around them.

Leadership’s Role in Creativity

Leaders have a big influence on work culture. Managers who only care about deadlines and approvals block creativity. Managers who listen, encourage, and guide inspire new thinking.

Leadership tips for inspiring creativity:

• Set clear goals but stay flexible about how to reach them.
• Encourage open communication during brainstorming.
• Step back sometimes—let the team own ideas.
• Show that creativity is valued by acting on new suggestions.

When leaders model curiosity and openness, it signals to the team that creative risk-taking is safe.

Processes That Support Creative Flow

Processes may not sound creative, but they can free up time for big ideas. Without structure, teams spend energy juggling logistics instead of building campaigns.

Consider processes like:

• Regular brainstorming sessions. Short, frequent meetings keep ideas flowing.
• Clear timelines. Set expectations without micromanaging.
• Feedback cycles. Make revisions part of the plan, not a last-minute scramble.
• Idea capture systems. Use shared docs, chat channels, or apps to log creative thoughts before they disappear.

These steps keep projects moving while leaving room for innovation.

Encouraging Collaboration Across Teams

Marketers don’t work alone. Creativity gets stronger when you bring in perspectives from sales, product, or customer service. Cross-team collaboration makes campaigns more practical and better aligned with real needs.

Ways to build collaboration across departments:

• Invite guest voices to brainstorming sessions.
• Share early drafts with other teams for feedback.
• Create project groups that include multiple roles.

Different viewpoints often lead to the best ideas.

Overcoming Barriers to Creativity

Not every culture starts out supportive. You may run into barriers like strict rules, limited budgets, or risk-averse leaders. That doesn’t mean creativity is impossible—it means you’ll need strategies to break through.

Common barriers and how to handle them:

• Fear of failure. Emphasize learning from mistakes instead of punishment.
• Time pressure. Block out “creative hours” free from urgent tasks.
• Lack of resources. Use low-cost tools and focus on brainstorming over production-heavy ideas.

Addressing barriers shows your team that creativity isn’t optional—it’s a priority.

The Link Between Culture and Marketing Performance

Work culture for marketers doesn’t just make the job more fun. It ties directly to performance. Campaigns that feel unique and engaging often come from teams who felt free to create.

When creativity thrives, performance improves in areas like:

• Brand differentiation.
• Audience engagement.
• Campaign originality.
• Employee satisfaction and retention.

In other words, inspiring creativity at work isn’t just good for morale—it pays off in results.

Small Habits That Make a Big Difference

Culture isn’t built overnight. It grows from small actions repeated daily. Start with habits like:

• Kicking off meetings with an icebreaker question.
• Encouraging team members to share one new idea each week.
• Rotating who leads discussions to spread ownership.
• Sending quick notes of appreciation for creative contributions.

These habits compound into a culture where creativity feels natural.

How Do You Build Your Creative Culture?

Now it’s your turn. You’ve seen how work culture for marketers sets the tone for everything your team creates. You’ve learned how to inspire creativity at work with supportive leadership, collaboration, and daily habits. You’ve also seen the connection between creativity and stronger marketing performance.

So here’s the question—what changes can you make today to build a culture that fuels creativity tomorrow? Because the sooner you start shaping culture, the sooner you’ll see the results in your campaigns.

If you need to find creative solutions for your brand now, check out our Content Builder Service. Set up a quick consultation, and we’ll help you build a business you’re proud of! Get started today and generate more traffic and leads.

It’s no secret by now that search engines reward credibility. Readers do too.

In digital marketing, one concept that bridges both is the “halo effect.” The halo effect happens when one strong association creates positive outcomes in other areas. In SEO, it describes how trusted connections and strategic associations can boost rankings and extend organic reach.

When applied to content marketing SEO, the halo effect helps brands build authority, strengthen visibility, and gain more traction without relying only on paid campaigns. It helps shape how audiences and search engines interpret signals of trust and expertise. Done the right way, it amplifies the value of every piece of content you publish.

Quick Takeaways

• The halo effect in SEO comes from positive associations that transfer authority and trust.
• Strong brand mentions, partnerships, and links improve content marketing SEO results.
• Building authority across multiple channels compounds organic visibility.
• Content consistency helps search engines and readers recognize relevance.
• Strategic associations extend reach and deliver long-term organic growth.

Understanding the Halo Effect in SEO

In psychology, the halo effect explains how one strong trait influences perception of everything else.

In SEO, the same principle applies: a single positive signal can enhance how both audiences and search engines view your entire digital presence.

For example, a mention in an industry-leading publication doesn’t just drive traffic from that article – it also increases how search engines measure authority across your site. When one piece of content performs well, it strengthens the credibility of other pages. These ripple effects build a foundation that supports long-term rankings.

Search engines evaluate content on expertise, trustworthiness, and relevance. Positive associations – like backlinks from authoritative sites or being listed as a resource in respected industry guides – reinforce those qualities. This creates compounding benefits across your SEO efforts.

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Why Use Strategic Associations in Content Marketing SEO?

Content marketing SEO depends on more than keywords. Search engines now measure context, credibility, and signals of trust. Strategic associations help establish these qualities in ways that directly impact organic reach.

• Backlinks from trusted domains act as endorsements, signaling authority.
• Brand partnerships and collaborations extend visibility into new audiences.
• Thought leadership recognition validates expertise across multiple platforms.
• Media mentions and citations add credibility to your digital footprint.

Each of these associations contributes to the halo effect. The stronger the association, the more it supports SEO performance across your site. Over time, these signals reinforce your reputation, making it easier for future content to rank.

Content Consistency and the Halo Effect

Search engines reward consistency. When your content demonstrates a steady voice, reliable publishing schedule, and focused topics, you make it easier for algorithms to recognize authority. This consistency compounds the halo effect.

Topic Clusters & Internal Linking

Publishing one high-performing article can create a spike in traffic, but consistently producing quality content builds long-term value. Each new piece benefits from the authority gained by your other successes. When linked together through topic clusters and internal linking, your content library becomes more discoverable and credible.

Audience Perception

Consistency also shapes audience perception. Readers return to brands that deliver steady, relevant insights. That trust feeds engagement metrics, which in turn reinforce SEO signals like time on page and return visits.

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Building the Right Associations for SEO Growth

Not all associations are equal. The halo effect depends on quality, not quantity. In content marketing SEO, one strong link from a respected source often outweighs dozens of weaker ones.

To build the right associations:

• Target partnerships with organizations that have high credibility in your industry.
• Contribute thought leadership to well-known platforms that align with your expertise.
• Focus on quality backlinks, not mass link exchanges or low-value directories.
• Strengthen internal linking to create relevance between your own pages.

Strategic choices here pay off across the entire digital presence. A single well-placed association can elevate multiple content pieces, amplifying your reach.

Building Associations: You Should Know Your Stuff

Authority doesn’t come only from external links or partnerships. It also comes from how well your content demonstrates subject expertise. Search engines evaluate signals like author bios, cited research, and alignment with industry standards when ranking content. This means your team’s knowledge directly contributes to how strongly the halo effect influences SEO.

Impacts on B2B

B2B companies that highlight internal experts, include data-driven insights, and provide transparent sources establish trustworthiness. Over time, this creates a cycle where one authoritative piece raises the credibility of future publications. The stronger your base of expertise, the easier it is to build associations that deliver real SEO gains.

Investing in thought leadership doesn’t just add to brand reputation – it strengthens the signals search engines use to evaluate your authority. By combining deep expertise with strategic associations, your content marketing SEO efforts gain momentum that supports consistent organic growth.

How the Halo Effect Shapes Buyer Perception

While much of the halo effect focuses on search algorithms, it also directly impacts how buyers view your organization. In B2B markets, decision-makers often research across multiple platforms before making contact. Seeing consistent, high-quality content linked with respected sources reinforces trust at every stage of that journey.

Associate Positively

This effect goes beyond awareness. Positive associations reduce hesitation during the evaluation process. For example, if a potential partner sees your name mentioned alongside a respected organization, it strengthens credibility even before direct engagement. That confidence influences their willingness to consider your solutions seriously.

Search Behavior = Trust

Content marketing SEO benefits from this perception shift because search behavior is tied to trust. Buyers who already see your brand as reliable are more likely to click on your search results, stay longer on your site, and engage with additional resources. These behavioral signals reinforce rankings, making the halo effect valuable both for visibility and for shaping buyer confidence.

Go Multi-Channel for the Extended Halo

Search engines consider signals from across digital channels, not just your website. A strong presence on social media, industry forums, and professional networks builds recognition that influences SEO indirectly.

For instance, consistent shares of your articles across LinkedIn or Twitter reinforce authority. Engagement on these platforms signals relevance and trust, even if it doesn’t directly impact rankings. The halo effect grows stronger when these signals connect: mentions on external sites, shares on social platforms, and reliable traffic all point back to your credibility.

Combining these signals creates a holistic picture of trustworthiness that search engines reward. That’s why multi-channel consistency strengthens content marketing SEO.

Measuring the Halo Effect in SEO

The halo effect isn’t always immediately visible, but you can measure its influence over time. Indicators include:

• Increases in organic search traffic following high-authority mentions.
• Higher rankings for pages that were not directly linked or promoted.
• Broader keyword visibility across your content library.
• Rising engagement metrics like time on site and lower bounce rates.

Tracking these trends helps validate the impact of strategic associations. It also provides insight into where new opportunities exist to build credibility.

Issues and How to Overcome Them

Building associations that fuel the halo effect takes effort. Common challenges include:

• Gaining visibility on trusted platforms.
• Avoiding low-quality backlinks that harm credibility.
• Maintaining consistent publishing without sacrificing quality.
• Measuring indirect SEO impacts accurately.

Overcoming these requires a clear strategy. Focus on building authority through long-term efforts rather than quick wins. Invest in content that provides real value, and target relationships that strengthen your brand reputation.

Best Practices for Using the Halo Effect in Content Marketing SEO

To get the most from the halo effect, focus on sustainable practices:

• Publish consistently around focused themes.
• Build relationships with trusted industry leaders.
• Prioritize quality over volume in link building.
• Use internal linking to reinforce authority across your site.
• Leverage multi-channel promotion to strengthen credibility.

Each practice compounds the others. Together, they create a system where every piece of content benefits from earlier successes.

The Future of the Halo Effect in SEO

Search engine algorithms evolve, but the halo effect will remain a central factor in content marketing SEO. As ranking systems place greater weight on authority, expertise, and trust, positive associations will become even more valuable.

Experience is Important

Emerging trends show search engines leaning heavily into experience-based signals, such as real-world authority, brand reputation, and consistent topical expertise. This means businesses that prioritize strategic associations today are preparing for a future where trust and authority outweigh keyword tactics alone.

AI, Voice Search, and Structured Data

Looking ahead, the halo effect may extend into new forms of digital validation, including AI-generated summaries of authoritative content, voice search prioritization of trusted sources, and expanded use of structured data to highlight authoritative associations.

Organizations that adopt a forward-looking SEO strategy centered on building meaningful associations will remain resilient, even as search systems shift. By preparing for these changes now, your content marketing efforts won’t just survive future updates—they’ll thrive under them.

Does the Halo Effect Have Long-Term Value?

Content marketing SEO gives the strongest returns when viewed as a long-term investment. The halo effect reinforces that by creating more benefits from earlier achievements. Instead of chasing isolated spikes, you’re building momentum that compounds over time.

Strategic associations help position your brand as a trusted authority in your field. As that reputation grows, so does organic reach. Every new piece of content benefits from the groundwork already laid, making growth more efficient.

Strengthen Your Content Marketing SEO by Being Strategic

The halo effect is more than a concept – it’s a practical approach to building authority and reach in SEO. By focusing on strategic associations, consistent content, and multi-channel signals, you can amplify the value of every piece of content you produce.

For marketers, this is the message we want to convey: invest in the right relationships, publish with consistency, and track the ripple effects of strong associations.

Over time, this approach not only boosts visibility but also strengthens trust with both search engines and audiences. That’s the true power of combining content marketing and SEO under the halo effect.

If you’re eager to find SEO solutions for your brand, check out our Content Builder Service. Set up a quick consultation, and we’ll help you build a blog you’re proud of! Get started today and generate more traffic and leads for your business.

The days of avoiding video content are officially over.

Now, it’s a major part of how brands grow, engage, and stay relevant online. Social media platforms are built to prioritize video—short-form, long-form, live, and everything in between.

If you’re building a brand or running campaigns on social media and you’re not using video, you’re missing the most effective format available.

Let’s break down why video content is so effective and how marketers are using it to see results.

Quick Takeaways

• Social media platforms now prioritize video in their algorithms.
• Audiences are more likely to stop scrolling and engage with video over text or images.
• Video helps marketers communicate quickly and clearly.
• Marketers can use video at every stage of the funnel.
• Short-form video is one of the highest-performing formats across all major platforms.

Video Helps Your People Find You

Social platforms don’t just allow video—they push it. Facebook, Instagram, TikTok, LinkedIn, and even X (formerly Twitter) all give video content a boost in their feed algorithms. The reason? People engage with video more than any other format.

If your goal is to get in front of more eyes without immediately paying for ads, organic video content is your best option. Even for paid campaigns, video tends to outperform static images and text when it comes to click-through rates and engagement.

The more users engage with your content, the more likely it is to be shown to others. It’s a simple cycle: produce strong video, reach more people, get more engagement, and grow your audience.

Engage Your Audience with Visuals

People scroll fast. Grabbing attention within the first few seconds matters, and video does that better than any other format. Whether it’s a product demo, a customer testimonial, or a quick how-to—video gives marketers a way to quickly share a message, show value, and create a connection.

Platforms like TikTok and Instagram Reels have set new expectations. Audiences want fast-paced, easy-to-consume videos that get to the point. Short doesn’t mean low-effort—it means focused and strategic.

Videos that are clear, authentic (like the latest news), and well-edited consistently drive more likes, shares, comments, and saves than text or images alone. That engagement not only helps with reach but also feeds your social media insights with real user feedback.

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It’s Effective Across the Funnel

Marketers can use video at every point in the buyer journey.

• Top of funnel: Think awareness content. are entertaining, eye-catching videos that introduce your brand.
• Middle of funnel: Use explainer videos, testimonials, or behind-the-scenes looks to build trust.
• Bottom of funnel: Product walkthroughs and feature highlights help users make a decision.
• Post-purchase: Onboarding content, user-generated reviews, and customer support videos improve satisfaction and retention.

When planning your content strategy, don’t limit video to just brand awareness. It can support conversion goals, retention, upselling, and loyalty.

Short-Form Video Performs Best

If you’re wondering what kind of video content to prioritize, short-form is the answer, especially for Gen Z.

These are videos that are typically under 60 seconds and formatted for vertical viewing on mobile. TikTok, Instagram Reels, YouTube Shorts, and even LinkedIn now support and reward this kind of content.

Why short-form works:

• Fast to produce and easier to test
• High retention from viewers
• Ideal for mobile consumption
• More opportunities to post frequently
• Short attention spans among younger age groups

You don’t need a production team or studio setup. With a phone, a mic, and a good concept, you can create content that performs well. As long as your message is clear and your visuals are clean, you’ll compete in the same space as much bigger brands.

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It’s Easier Than You Think!

One barrier for a lot of marketing teams is the idea that video takes too much time or budget to produce. That’s no longer the case. Most phones now shoot high-quality video, and editing apps are widely available—even free.

Repurposing also helps. A single video can be turned into:

• Clips for Reels, TikTok, or Shorts
• A full-length version for YouTube or LinkedIn
• A blog post with embedded video
• Audiograms or quote graphics
• Email marketing content

This saves time and keeps your brand message consistent across channels. Planning ahead and building a content calendar around video topics can streamline the process even more.

Video Builds Trust and Human Connection

People want to connect with real people. Video allows your audience to see who you are, what you care about, and how you communicate. That’s harder to capture through graphics or text.

Marketers can build credibility through video in ways that feel natural:

• A team member walking through a product update
• A leader sharing insights or answering questions
• A tutorial that solves a real customer problem

These types of videos don’t have to be polished. In fact, a more authentic approach often performs better. It’s about showing up consistently and staying clear on what your audience cares about.

Social Media Video Content Is Here To Stay—Take Advantage of It

The data says it all: video content performs better, gets shared more often, and helps marketers hit their goals faster. No matter if your strategy is organic, paid, or a mix of both, video deserves to be part of it.

If you’re still building your presence or looking to level up your strategy, start small. Focus on short, clear videos that align with your goals. Watch how they perform, use the insights, and build from there.

It’s not about going viral (that rarely happens anyway). It’s about being visible, helpful, and human on a platform where your audience is already spending time.

If you’re in over your head on social media, check out our Content Builder Service. Set up a quick consultation, and we’ll get you on track to a successful campaign. Get started today and we’ll help you generate more business leads!

Association members want to be part of a community, but they don’t want to be just another face in the crowd. According to Clowder’s guide to association member engagement in the digital age, “Personalization is critical for demonstrating that your association values its members as individuals, not just sources of revenue.”

If your association truly invests in its members, you’ll see higher engagement and more meaningful connections across the board. Let’s explore five advantages of personalizing your association’s member experience, along with some tips for attaining these benefits.

1. Build Trust & Loyalty Through Consistency

Trust is one of the most valuable assets your association can develop. When members feel that you see them as individuals rather than numbers, they’re more likely to stay involved and recommend membership to peers.

Consistency is essential for building trust. Even small details in your day-to-day communications can make a big impact because they teach your members what to expect from your organization. You want to show members that you’re not just going to reach out when you need something—you’ll also let them know how they can get as much value out of their membership as possible.

Here are some simple ways to signal to members that they can trust your organization:

• Incorporate members’ preferred names and past activities into your outreach, such as referencing events they attended or committees they joined. When you call members by name and recognize their specific contributions, you create a stronger sense of belonging.
• Design a tailored onboarding journey for new members that highlights resources and communities relevant to their profile. A new member, for example, might receive invitations to a webinar on career advancement, while a more experienced professional would receive materials on how to become a peer mentor.
• Send renewal reminders that showcase the specific benefits each member has taken advantage of throughout the year. By reinforcing the value they’ve received, you’ll provide a clear reason for them to stay involved.

These small gestures of personalization show members that your association values their contributions and understands their goals, which cultivates loyalty over time..

2. Increase Event Engagement by Catering to Members’ Interests

Events are key opportunities for your association to increase community engagement and boost revenue. However, it can be difficult to capture the attention of members with varied interests through just one conference or webinar series. Personalization helps each attendee feel the program was designed with them in mind.

Use these strategies to make your events feel more personalized to members’ interests:

• Provide flexible digital event agendas that adapt to individual member preferences, ensuring they see sessions that matter most to them. If a member is more interested in leadership development than technical workshops, for example, they should see recommendations for the former sessions first.
• Use mobile push notifications to remind members about upcoming sessions related to topics they have selected. These timely nudges help increase attendance and keep members on track to reap the maximum possible benefits from your event.
• Deliver personalized follow-up materials, such as presentation slides or recordings of sessions each individual attended, so they can review what they’ve learned after the event.

Curating aspects of your events to members’ preferences reminds them of the value of their membership. Members who feel like your events offer value that is particular to their expertise and interests are more likely to stay engaged and attend future programs.

3. Personalize Learning & Professional Growth Opportunities

Professional development is one of the primary reasons members join associations. Members want access to resources that speak to their specific professional goals, and personalized learning opportunities allow members to grow in ways that align with their unique career paths.

To show members that you’re invested in their education and growth, you can:

• Track certifications, completed courses, and stated interests in your association management system (AMS). This allows you to understand what learning opportunities each member values and where to direct them next.
• Recommend webinars, workshops, and credentialing programs aligned with their career stage. A new graduate might benefit from entry-level resources, while an executive member may prefer advanced leadership sessions.
• Implement adaptive surveys that adjust based on responses. If a member indicates interest in public speaking, the survey can direct them toward related training and opportunities to present at events.

Members who feel their professional growth is supported in a personal and relevant way will begin to view your association as an indispensable tool for their career advancement and therefore deepen their engagement.

4. Strengthen Communication Effectiveness

Members want their communications from your association to be timely and targeted. You need to develop messages that go beyond the boilerplate to connect with members and ensure they actually pay attention to your communications.

Personalize your communications strategy using these strategies:

• Use member engagement software. Member engagement software (especially a mobile app) helps your association connect and communicate with members in timely, tailored ways. This ultimately increases participation and retention by ensuring all members are aware of the opportunities you offer. These platforms can also increase revenue by promoting renewals and allowing you to collect resource and event fees.
• Segment communications according to lifecycle stage. For example, long-time members can receive invitations to more exclusive networking events, whereas lapsed members might appreciate a “We miss you!” message that brings them back into the fold.
• Adjust communication frequency by tracking engagement levels. Your communications should be consistent, but you also don’t want to overwhelm members with too many messages. Reducing volume for less active members while re-engaging them with occasional personalized offers shows that you value your members’ bandwidth and prevents attrition or disengagement.

A stronger communication strategy boosts both short- and long-term engagement. Personalized messages are more likely to immediately capture members’ attention, and creating an expectation that your messages will be uniquely valuable to the reader creates a long-term habit of wanting to engage with your association’s updates.

5. Boost Retention & Long-Term Value

Retention is one of the clearest indicators of your association’s health. When members consistently see personalized value, they won’t have a reason to let their membership lapse.

Here are some personalization strategies that will help you take advantage of these benefits:

• Analyze participation data using your AMS or CRM to spot members who may be at risk of disengagement. For example, if a member hasn’t participated in an educational session in over a year, reach out with a special invitation to an activity aligned with their past interests. You can also let them know that you’ve noticed their absence, showing members that you really care about them.
• Send personalized impact reports that highlight how an individual’s participation has made a difference in the community or industry. For example, a member who has taken on a mentee as part of your mentorship program should receive reports on the success of that program, outlining how it expands participants’ networks and increases their confidence.
• Offer recognition opportunities such as awards or spotlight features that reflect a member’s unique involvement. Featuring dedicated members in a newsletter or event program provides public acknowledgment that celebrates engagement and deepens loyalty.

Personalization is vital to retention because it makes every member feel that their role in your association is invaluable and unique. Showing members that you’re committed to maintaining your relationship with them encourages them to match your commitment and continue renewing their membership through their entire career in your industry.

The impact of personalization in your member engagement strategy goes far beyond the initial connection that a unique message or offering creates. It strengthens every aspect of the member experience, creating broader benefits for you and your members.

When you’re able to fully engage your members, you’ll see increases in renewals and retention, more diverse revenue streams through event registration fees, and improvements in your association’s reputation. As you hone your personalization strategy, you’ll be able to not only respond to participants’ needs but also anticipate them, creating even deeper value and stronger relationships.

Text messages and voicemail drops have become powerful tools in today’s CRM toolkit. So much so that adding CRM SMS marketing and voicemail features to your systems can transform one-way touches into genuinely meaningful interactions.

Since we’re seemingly all in our “inbox overflowing” era, personal and direct communication is important—if you do it right. From timing to message length to follow-up automation, this article explains how to integrate SMS and voicemail into your CRM and boost engagement, response rates, and long-term relationships.

Quick Takeaways:

• SMS marketing offers immediate reach – texts have open rates over 90% and most are read within minutes.
• Voicemail drops add personal touch without calling – record once and send to multiple contacts directly.
• CRM integration automates message delivery – use triggers based on behavior, stage, or events.
• Compliance is non-negotiable – follow opt-in rules, timing restrictions, and personalization standards.
• Measure to optimize – track delivery, replies, conversion rates, and adjust strategies for better results.

Why You Need CRM SMS Marketing Now

Inbox fatigue is so real.

Consumers receive too many emails. A quick text message, however, gets quick attention. Text messages average a 98% open rate, and 90% are read within three minutes. That kind of engagement isn’t accidental. When you add voicemail functionality, you can send pre-recorded voice messages. That further personalizes without tying up your reps in long hold times.

Focusing on SMS and voicemail within your CRM allows you to move away from one-size-fits-all mass emails. Instead, your automation adapts based on user behaviors, stages, or preferences. You can send a follow-up text after a form submission, a voicemail drop after a webinar, or a reminder before a demo. Timely SMS paired with conversational voicemails increase response rates and drive faster outcomes.

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Setting Up SMS & Voicemail in Your CRM

Adding SMS and voicemail to your CRM involves more than flipping a switch. It requires configuration and planning:

1. Choose an SMS and calling provider

Look for vendors that offer API integration with your CRM. Twilio, MessageMedia, and Sakari are top examples. For voicemail drops, tools like CallLogic or Slybroadcast work well.

2. Set up sender numbers

Use local or toll-free SMS numbers. Local numbers increase trust. Toll-free is easier to manage at scale.

3. Create opt-in mechanisms

Use form checkboxes, keyword opt-ins (e.g., “Text YES to 12345”), and an email campaign to collect consent. Track opt-in status in a CRM field and update it automatically when people unsubscribe.

4. Build automated SMS workflows

Connect SMS triggers to events like form submissions, demo requests, or abandoned carts. Include short links or codes where helpful. For example:

“Hi Jane, thanks for requesting a demo! I’ll email your meeting link shortly. Reply HELP anytime.”

5. Integrate voicemail drops

Pre-record messages and store them in your CRM. Link them to specific stages or actions. For instance, after a demo request, reps can send a friendly voicemail with next steps.

6. Test and QA

Send tests to yourself. Check message formatting, links, timing, phone number display, and call quality.

7. Launch and monitor

Track send success, deliverability, responses, and conversions. Adjust timing, copy, and targeting based on data.

Crafting SMS & Voicemail Messages That Work

Text limits and tone shape how effective your messages are.

SMS best practices:

• Keep messages under 160 characters where possible
• Start with the recipient’s name and context (“Hi John, thanks for booking”)
• Use clear action prompts (“Reply YES to schedule” or “Click link to confirm”)
• Avoid spam keywords and excessive capitalization
• Provide an unsubscribe option (“Reply STOP to opt out”)

Voicemail best practices:

• Introduce yourself, your company, and the reason for the message
• Keep recordings under 30 seconds
• Sound natural—avoid robotic delivery
• Include a clear next step (“Call me at XXX or reply STOP for no more voicemail”)
• Use personalization tags in your CRM (“Hi Ava, this is Mark from Acme Tech…”)

Consider segmenting based on engagement so people don’t get the same voicemail multiple times.

Workflow Examples That Create Results

Smartly planned sequences drive conversions through SMS and voicemail:

1. Webinar follow-up

• SMS within 15 minutes: “Thanks for attending! Click here for slides.”
• Voicemail drop after a day or two: “Hi—if you want a live demo, just reply YES.”

2. Demo booking

• SMS confirmation: “Your demo is booked for May 12, 3 PM ET. We’ll call you then.”
• Reminder text before: “Reminder: demo today at 3 PM ET. See you soon!”

3. Abandoned cart

• SMS after 1 hour: “Still interested? Your cart is waiting. Reply HELP or click here.”
• Voicemail drop if cart isn’t recovered in 24 hours: “Hey—it’s Sarah from Online Store…”

4. Re-engagement

• SMS after 30 days of inactivity: “We miss you! Here’s 10% off your next order.”
• Voicemail to VIP customers: “Hi, we haven’t heard from you in a while…”

Each workflow increases the chance of conversion because messaging is timely and relevant, yet automated.

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Compliance Essentials

Text and voice marketing are regulated. Compliance makes sure you keep your reputation and avoid fines:

• Obtain explicit opt-in
• Display opt-out instructions (“Reply STOP”)
• Honor local restrictions on send times (e.g., no SMS before 8 AM or after 9 PM recipient time)
• Include healthcare or finance disclaimers if needed

Maintain records for opt-in consent and track spam complaints. Update DNC global flags in your CRM before sending messages, especially for voicemail systems.

Measuring Success: Metrics That Matter

Without proper tracking, you won’t know what’s working. Key metrics:

SMS metrics:

• Delivered vs failed messages
• Open rate (nearly 98%)
• Reply rate
• Conversion actions (e.g. form submission, click)
• Opt-out and spam complaints

Voicemail metrics:

• Drop success rate
• Connection rate
• Callback rate
• Calls completed or meetings scheduled afterward

CRM KPIs:

• Lead-to-opportunity conversion
• Sales-qualified meetings after SMS or voicemail
• Campaign conversion rate
• Time from SMS to action

Use A/B testing to test different message lengths, timings, call to actions, or workflows. Identify top performers and refine based on results.

Big Mistakes to Avoid

Avoid these no-no’s to make your SMS and voicemail strategy actually effective:

1. Over-messaging – too many texts can annoy people. Monitor messaging frequency.
2. Generic copy – impersonal messages lower reply rates.
3. Broken links or numbers – always test before sending.
4. Ignoring opt-out requests – rules require respecting unsubscribe instantly.
5. Sending at the wrong times – respect local norms and time zones.

Prevent churn by monitoring user behavior. If response rates drop, pause the program to reassess segmentation and relevancy.

Scaling Smartly

Once you find successful workflows, it’s time to scale:

• Segment by behavior, persona, or deal stage
• Use dynamic tags for localization (“Hi Maria,…” or “Bonjour…” based on region)
• Adjust content for industry relevance
• Add reminders or follow-ups at key intervals (3, 7, 14 days)
• Use automation chains across email, SMS, voice, FAQs, and live reps

Integration across systems means every message aligns with the buyer’s journey and drives toward relationship-building.

Future Trends in CRM SMS & Voicemail

SMS marketing evolves quickly:

• Rich Communication Service (RCS) allows images, buttons, and carousels in text
• AI voice personalization can generate unique voicemail messages that sound natural
• Chatbot integration for SMS can create interactive two-way conversations
• Dynamic voice tagging can adjust recordings based on recipient behavior

Staying updated makes sure your CRM communications remain memorable and effective.

Ready to Boost Engagement?

Adding SMS marketing and voicemail drops to your CRM transforms impersonal automation into thoughtful conversations. When messages are timely, personal, and well-integrated, they capture attention and drive action. Most teams overlook these channels, but they’re powerful when used responsibly.

Start by building one workflow: a simple abandoned cart SMS or webinar follow-up voicemail. Measure performance, refine content, and scale what works. Over time, your CRM will not just track data—it will build relationships through thoughtful communication.

What’s stopping you from launching your first SMS or voicemail campaign today?

If you don’t know where to start, Marketing Insider Group offers specialized services to create content, manage campaigns, and engage with your audience. Contact us today to learn more or book your free consultation with our team!

Publishing consistent, high-quality blog content is one of the most effective ways to build authority, drive traffic, and attract qualified leads. But hitting “publish” without a strategic foundation is a recipe for major business dysfunction. What do you need?

Keyword research.

Keyword research for blogs doesn’t only include SEO metrics and ranking higher on Google. It’s the art and science of understanding your audience, identifying their needs, and aligning your content with the language they use to search. When done right, it transitions your blog from a random collection of posts to a focused, high-performing content source.

Quick Takeaways:

• Keyword research helps you write content your audience is actively searching for.
• Search intent should drive topic selection and content format.
• Long-tail keywords offer higher conversion opportunities.
• Well-researched keywords support content clusters and topical authority.
• Keyword tools and AI improve the efficiency and depth of your research.

Understanding the Value of Keyword Research

Keyword research is the process of discovering what your ideal audience types into search engines when they need information, want to solve a problem, or are ready to make a purchase. For bloggers, it acts as a roadmap, pointing you toward high-potential topics that match your niche and meet reader demand.

Without keyword research, your content strategy is based on guesswork. You might write something insightful, original, and well-written, but if no one is searching for that topic, it won’t gain traction. Keyword research flips that equation. It makes sure every blog post you publish is rooted in actual demand, increasing its potential to rank, earn clicks, and generate value.

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Search Intent: The Hidden Force Behind Every Keyword

Not all keywords are created equal. Two phrases might have similar search volume but wildly different levels of engagement and conversion. Why? Because of search intent!

Search intent refers to the reason behind a searcher’s query. Are they looking for information? Trying to compare options? Ready to buy something? There are generally four types:

• Informational (e.g., “how to train a puppy”)
• Navigational (e.g., “Mailchimp login”)
• Commercial (e.g., “best CRM for small business”)
• Transactional (e.g., “buy DSLR camera online”)

For blog success, most of your content will fall into the informational and commercial buckets. But knowing the intent helps you shape your post. If you target “best productivity apps for students,” you need to write a comparison list, not a generic article about productivity tips.

Targeting Long-Tail Keywords for Better Results

If you’re just starting out or operate in a competitive niche, trying to rank for broad, high-volume keywords like “project management” or “healthy recipes” is a losing battle. Instead, long-tail keywords are a smarter path.

Long-tail keywords are longer, more specific phrases like “best project management tools for remote teams” or “easy healthy dinner recipes for beginners.” They have lower search volumes but significantly higher intent and less competition.

By focusing on long-tail keywords, bloggers can attract more qualified visitors—people who are closer to taking action. These keywords also help you stand out from generic, catch-all content and position your blog as a go-to resource within your niche.

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Building Topic Clusters and Authority

Keyword research isn’t just about picking individual keywords. It supports a broader content architecture known as topic clusters.

A topic cluster is a group of interlinked blog posts that revolve around a central theme (also called a “pillar page”). For example, if your blog focuses on digital marketing, you might create a pillar page on “Email Marketing Strategies” and then link it to blog posts about subject lines, email design, segmentation, A/B testing, and automation workflows.

Effective keyword research allows you to:

• Identify subtopics that people are actively searching for.
• Build a network of related content that signals expertise.
• Improve internal linking structure, which boosts SEO performance.

Search engines reward topical depth and authority. Keyword research is the first step in crafting that depth strategically.

Using Tools and AI for Smarter Research

Manual keyword brainstorming will only get you so far. Modern tools and platforms provide the scale and precision you need to compete in 2025 and beyond. Here are some of the most effective tools:

• Ahrefs: Excellent for keyword difficulty, traffic estimates, and competitor analysis.
• SEMrush: Great for keyword variations, SERP features, and SEO audits.
• Google Keyword Planner: Free and useful for base-level search volume.
• AnswerThePublic: Visualizes questions and queries people are asking.
• Ubersuggest: Offers keyword ideas, traffic estimates, and site audits.

AI-powered tools take things a step further. Platforms like Clearscope, Surfer SEO, and Frase analyze top-performing pages and suggest content outlines, keyword usage, and readability improvements based on real-time data.

These tools not only save time but help uncover content gaps and opportunities you might miss on your own.

Competitor Analysis: Learn What Works & What Doesn’t

Keyword research also includes studying your competition. Look at what topics top-ranking blogs in your industry are covering. Which keywords are they targeting? What gaps can you fill?

With certain tools, you can plug in a competitor’s domain and see their top-performing pages and keywords. This data helps you:

• Identify high-value keywords they may have missed.
• Spot underperforming pages you could outdo with better content.
• Understand which formats (lists, how-tos, case studies) resonate with readers.

Reverse-engineering success isn’t about copying. Instead, it helps you use competitive insights to elevate your own strategy.

Avoiding Keyword “Cannibalization”

When you create multiple blog posts targeting similar keywords, they can start to compete with each other in search results. This is called keyword cannibalization, and it can dilute your SEO performance.

Effective keyword research helps avoid this by clarifying:

• Which topics deserve a standalone post.
• Which should be consolidated into a single in-depth guide.
• How to structure your internal links so Google understands the hierarchy.

A clear content map supported by keyword research keeps your blog clean, focused, and well-organized.

Tracking Results and Refining Your Strategy

Keyword research doesn’t stop when you hit publish. Monitoring how your content performs helps refine your strategy over time. Use tools like Google Search Console and analytics platforms to track:

• Impressions and click-through rates for target keywords.
• Keyword rankings over time.
• Engagement metrics like bounce rate and time on page.

If a post isn’t ranking, review your keyword use, content depth, and on-page SEO. If it’s gaining traction, consider expanding the topic or creating related content to build on that success.

Every Successful Business Needs Keyword Research

Blogs that succeed aren’t the ones with the most posts. They’re the ones with the most relevant, valuable, and strategically crafted content. Keyword research for blogs is the cornerstone of that success. It connects what you want to say with what your audience wants to read—bridging the gap between great content and discoverability.

Investing time in keyword research means every blog post you write has a purpose, a target, and a measurable impact. It’s not just a way to get more traffic. It’s how you build a brand, earn trust, and turn casual readers into loyal customers.

Start researching. Start writing with intent. Your blog’s future depends on it.

Don’t know where to begin? Marketing Insider Group offers specialized services to create content, manage campaigns, and engage with your audience. Contact us today to learn more or book your free consultation with our team!

Influencing a website visitor to convert is turning interest into action. A well-built landing page (optimized for user experience and integrated with your CRM) can make the difference between a quick click and a valuable lead. In 2025, one simple lead form just won’t cut it.

Smart marketers align messaging, data collection, and follow-up workflows all through a CRM. That’s how CRM lead generation truly works: by bringing form fields, user intent, and automation into one happy ecosystem.

Quick Takeaways:

• Forms should capture intent – design questions to reflect buyer stage and behavior.
• CRM integration ensures fast follow-up – no lead should sit waiting.
• Progressive profiling builds rich profiles – tiered questions avoid form fatigue.
• Automation workflows keep the conversation alive – segment and trigger based on input.
• Test continuously – A/B test forms, CTAs, and workflows for higher conversion.

Landing Page Functionality in CRM

Landing pages are usually the first meaningful interaction a prospect has with your brand. If the experience is clunky, slow, or irrelevant, they’ll bounce—taking valuable attention and trust with them. Integrating these pages directly into your CRM solves multiple problems:

• Real-time data capture
• Dynamic lead routing and scoring
• Triggered follow-up (emails, tasks, SMS)
• Streamlined reporting and visibility

In 2025, visitors expect a slick experience that reflects their needs. A data-driven landing page setup tied to CRM processes doesn’t just capture leads—it builds relationships.

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Designing Forms That Reflect Intent

To gather meaningful data for design forms, use intent-based questions that serve your lead scoring and segmentation goals.

• Tier 1 (general visitor): “What brings you here today?”
• Tier 2 (interested buyer): “Which use case best describes your challenge?”
• Tier 3 (qualified lead): “How many seats/licenses does your team need?”

That gradual escalation—or progressive profiling—lets you respect user time while building rich data over multiple visits. Use CRM-equipped forms like those from HubSpot or Marketo to collect and store every answer.

Integrating Forms Into CRM for Instant Results

Immediate integration is non-negotiable. Once a visitor submits, your CRM should:

1. Assign a score based on responses
2. Route the lead to the right team
3. Trigger follow-up like emails or notifications

Closed-loop integrations help ensure data flows in and activates actions. For example, a form submission workflow in HubSpot can fire an email and add a task to a salesperson’s queue. Marketo, Salesforce Pardot, and ActiveCampaign offer similar pipes.

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Progressive Profiling

Nobody likes long, brain-numbing forms. Progressive profiling collects info in stages and helps build your prospect’s profile without overwhelming them.

• Use smart fields that show new questions for returning visitors
• Ask new questions only after a confirmation email or gated download
• Store answers in CRM contact or account records

As visitors return to your site, forms adapt. A one-time visitor might only be asked about their industry. A registered user could see questions about company size or budget. It feels personal—and intelligent.

Automating Workflows to Keep Leads Moving

After submission, your CRM should trigger an automated sequence tailored to that lead profile. For example:

1. Send a thank-you email with links to relevant content (templates, case studies)
2. Assign a follow-up task for sales based on behavior or score
3. Hurry the system with drip sequences—2 to 3 tailored emails over two weeks
4. Trigger re-engagement sequences for inactive leads, prompting them to reconnect

Tracking open rates, click-throughs, and replies sits inside your CRM. From there, you can flag which leads convert and optimize the steps that don’t.

Using Personalization to Build Early Rapport

CRMs collect more than contact info. You can personalize follow-up by injecting data submitted on the landing page.

Here’s a simple thank-you email:

Hi Sam,

Thanks for checking out our AI-powered B2B analytics guide. I noticed you’re in the retail space. Think it’s unfair to say “analytics just for finance”—we have examples made just for your business. Want a quick, no-cost 1:1 walkthrough? Let me know!

That level of personalization feels thoughtful, and only works because your CRM captured the right fields. In 2024, personalized B2B follow-up overtakes generic messages for both engagement and trust.

Testing Forms, CTAs, and Workflows

Smart landing pages don’t just go live—they evolve. Build in testing mechanisms early:

• A/B test button copy, field placement, and required fields
• Compare single-step vs. multi-step forms
• Track bounce segments by referrer or channel
• Run automated campaigns and compare different drip lengths or cadences

Platforms like Optimizely, VWO, or native tools in HubSpot let you test designs without writing code. Use CRM analytics to track the impact of these tests on lead quality, not just quantity.

Maintaining Lead Quality and Data Hygiene

Automating lead capture means less manual control—but that’s not an excuse to ignore data hygiene:

• Deduplicate records, especially from returning visitors
• Normalize company names using CRM rules or lookup fields
• Routinely audit forms to spot outdated fields or irrelevant dropdowns
• Monitor for spammy or fake form submissions with tools like reCAPTCHA or IP tracking

Clean data helps maintain trust across teams. Sales won’t avoid contacts because forms are feeding low-quality prospects. Consistent hygiene ensures the system supports actual growth.

Tracking Performance and Optimizing ROI

CRM reports help you optimize your strategy and much more:

These reports let you double down on winning pages and workflows. If a specific form and drip sequence generate quality leads, build more landing pages using that template.

Real-World Example: SaaS Company Drives 35% Lift in MQLs

A SaaS provider specializing in supply chain optimization revamped a landing page and CRM workflow:

• Replaced a static form with a behavior-based multi-step version that asked only 2 questions initially
• Captured industry, company size, and need later
• CRM populated MQL funnel, triggered an email drip, and assigned a sales task
• Result? 35% increase in qualified leads, 20% faster follow-up, and 15% jump in demo bookings

That’s CRM lead generation working the way it should: smart capture, thoughtful follow-up, and lifecycle tracking.

Scaling Up: Building a CRM-Integrated Landing Page Strategy

Once your first page converts well, replicate it across top campaigns:

1. Identify your top-performing landing page by lead quality
2. Audit the form fields and CRM field mappings
3. Create new pages targeting adjacent topics—same structure, new copy
4. Clone corresponding CRM workflows and drip sequences
5. Maintain naming conventions for easy reporting
6. Regularly review campaign performance and pause underperformers

As volume scales, so does data coherence. You’ll gain insights into which offers, messaging, and personas perform best—and your CRM becomes a true conversion engine.

Does Your Landing Page Need Some CRM TLC?

Optimizing landing page functionality with CRM is an excellent strategy in 2025. From smart form design and progressive profiling to rapid follow-up and moisture-filtered lead scoring, every step should connect seamlessly. That’s how CRM lead generation transforms from a buzzword into a revenue driver.

Start small, test often, and iterate based on results. Over time, your CRM becomes the bridge between visitor and value—and the engine that keeps leads flowing.

If you’re unsure where to begin with CRM and your business, Marketing Insider Group offers specialized services to create content, manage campaigns, and engage with your audience. Contact us today to learn more or book your free consultation with our team!

Everyone’s on social media these days, and it’s no surprise more people join every year. Big platforms like Instagram, Facebook, X, and TikTok let businesses talk to customers worldwide. By using these sites, your business can get noticed, interact with its audience, and create meaningful relationships.

The best part? Using social media doesn’t have to be expensive. It’s a great way to find and talk to the people who really care about what you offer. And when you chat openly and honestly, people will trust your business more.

But here’s a tip: To really do well, you need great content—stories, pictures, and updates about your business.

Wondering how to get started or what to post? We’ve put together a list of 19 top brands rocking social media. Let’s dive into what they’re doing right and how you can learn from them.

Quick takeaways

• Social media offers businesses a low-cost way to reach, engage, and build trust with global audiences.

• Great content—like stories, visuals, and updates—is essential for successful social media marketing.

• Top brands like Nike, Starbucks, and Ben & Jerry’s lead by connecting emotionally and standing for meaningful causes.

• User-generated content and personalization, as seen with GoPro and Spotify, drive high engagement.

• Educational, inspirational, and inclusive content keeps audiences invested and loyal across platforms.

1. Slack

Large enterprises and small businesses alike can take advantage of Slack’s easy-to-use platform. It helps teams communicate effectively and collaborate online. On social media, Slack targets various demographics to appeal to different facets of its target audience. By being inclusive, the company effectively reaches and engages a more extensive consumer base.

Slack shares productivity tips, news articles, how to create a better work-life balance, and other helpful content relevant to every team member – from the entry-level employee to the CEO. Slack also shares inspirational quotes and customer stories to keep users at the center of their brand story.

2. Spotify

Music connects us all, and Spotify knows just how to tap into this universal truth. Their social media channels are vibrant, showcasing playlists for every mood and occasion. What we admire most is their personalized approach. Remember the year-end wrap-ups they create for users?

Those are social media gold, with users eagerly sharing their unique musical summaries. It’s a brilliant strategy, and one we often recommend for brands looking to personalize content.

3. LEGO

LEGO is a tool for imagination. On social media, LEGO brilliantly showcases the limitless creations possible with their iconic bricks. From intricate architectural replicas to imaginative scenes, their content is both nostalgic and innovative.

We’ve been impressed by their user-generated challenges, where they prompt followers to build specific designs. It’s interactive, fun, and keeps the brand fresh in the minds of both young builders and the young at heart.

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4. Nike

With over 300 million Instagram followers and 38 million followers on Facebook, Nike is killing the social media game. Never shying away from supporting worthy social causes, Nike knows how to engage the crowd and inspire millions by highlighting different athletes and cultures all over the world.

Keeping the players, athletes, teams, and its audience front and center, Nike makes the consumer the hero of the stories they tell. Instagram, especially, is where Nike shines – sharing inspiring images and videos of people working hard to achieve their goals and dreams. Nike uses Facebook primarily for larger campaigns. On X, they focus on communicating with their audience and addressing pressing concerns.

Whether Nike is using its platform to encourage people to social distance throughout the pandemic, support the BLM movement, or empower girls to chase their dreams despite their circumstances, they aren’t afraid to speak out and stand up for what they believe in. Their campaigns resonate with people from all walks of life, inspiring them to have courage and achieve greatness.

5. Starbucks

Starbucks fills its social media platforms with colorful photos of drinks and people worldwide experiencing the joy and happiness that comes from drinking them. Their tagline is “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” With over 35 million followers on Facebook, almost 18 million on Instagram, and over 10 million on X, they’re clearly succeeding.

Starbucks frequently interacts with its customers on social media, answering questions or addressing concerns to let people know they see them and care. The brand also understands how to use social media to influence users.

Their popular seasonal drinks (like the famous Pumpkin Spice Latte), inclusive content (like the #WhatsYourName campaign), and their focus on diversity are just a few examples of what keeps Starbucks on top. They also know how to think outside of the box to grab users’ attention, as in their #ExtraShotOfPride campaign to celebrate Pride month in June 2019.

6. Shopify

Shopify targets every entrepreneur. The ecommerce and point-of-sale platform makes selling online easy for businesses of all sizes.

Using social media, Shopify shares insights and educational content via video on YouTube and Facebook. Their social media posts are bright, colorful, fun, and uplifting. They also publicly stand for social and environmental issues to incorporate meaning into their business and to connect with consumers on a deeper level.

Linking to landing pages from social media, Shopify effectively generates new leads and grows its customer base. Try using written and video content to educate and entertain your target audience in a similar manner so your business can do the same.

7. Square

Square makes it easy for all kinds of businesses to accept credit card payments on mobile devices. Instead of tooting their own horn, however, Square does an outstanding job of focusing on their clients first and showing their followers how much they care about them. Using social media, the company highlights customer businesses and real people sharing their experiences using Square’s products.

Their social posts are minimalistic, clean, clear, and user-focused. Like many other leading brands on social media, Square supports social movements and speaks out about them online. Recently, they’ve highlighted Asian American and African American users on Instagram.

On Facebook, Square shares industry reports for specific industries, current trends, and educational articles for target consumers.

8. Ben & Jerry’s

Ice cream and social justice might seem an unlikely pair, but Ben & Jerry’s has seamlessly blended the two. While their mouth-watering flavors are prominently featured, they also use their platform to advocate for causes they believe in.

Their campaigns perfectly balance product promotion with activism. By taking a stand on pressing issues, they resonate with a socially-conscious audience and prove that brands can be about more than just profit.

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9. Glossier

Glossier, a beauty brand, has built its empire largely through social media. They’ve mastered the art of engaging with their audience by showcasing real people using their products.

Their Instagram is a mix of product shots, user-generated content, and behind-the-scenes glimpses. By asking followers for product feedback and ideas, they make them feel valued and involved in the brand’s journey.

10. GoPro

With millions of followers on Instagram, Facebook, and X, GoPro has made a name for itself as “the world’s most versatile camera.” The business tells compelling stories through social media to show consumers how they can also share their unique views through video and photography.

GoPro highlights projects created by real customers to inspire others to join the movement. Their social media strategy effectively gets prospects thinking and considering how and why they may want to add a GoPro to their life to record their adventures and personal journeys.

For each social media platform, GoPro is strategic about the type of content they publish. Every post is catered to the audience on its respective platform, resulting in maximum engagement.

• On Facebook, the brand promotes the business, connects with customers personally, and strives to expand its reach.
• On X, GoPro focuses primarily on communicating with followers and promoting or announcing new products.
• Instagram is where they get to show off their high-quality photos and videos while sharing user-generated content.
• On YouTube, the brand shares tips, tricks, and tutorials to help newbies and GoPro enthusiasts use products to their full potential.

11. Shutterstock

Shutterstock’s tagline, “It’s not just stock, it’s Shutterstock,” sums up the company’s mission – to provide quality, authentic images customers can use for creative solutions in their businesses. Shutterstock uses its social media platforms to inspire consumers to create something new quickly and affordably. Through quality photography and video, they show viewers what they can achieve by using their subscription service.

Shutterstock recently introduced Newsroom by Shutterstock, giving users 24/7 access to breaking news from journalists, videographers, and photographers. This move shows off their innovative spirit and willingness to evolve with the times and give users what they want.

Shutterstock’s YouTube channel is full of tutorials, trends, and an artist series that “humanizes” their brand by spotlighting Shutterstock contributors.

12. Wayfair

The popular home décor company uses social media to showcase and sell products to customers online. On Instagram, Wayfair shares tips, ideas, and inspiration using photography and infographics. They also host giveaways to boost engagement. Wayfair’s videos show consumers different ways to decorate and update various parts of the home – featuring their own products, of course.

Consumers can easily shop and buy online using Instagram’s convenient shopping features. If you spot something you love, you can easily view the price, click on the item to land directly on Wayfair’s website, and make your purchase. These convenient features have helped Wayfair boost clicks, leads, and sales. The company also highlights real user reviews in their posts to boost authority and brand loyalty.

13. Airbnb

Airbnb has truly transformed the way we travel. On social media, they’ve taken us on virtual journeys to dreamy destinations and unique accommodations.

We’ve noticed how Airbnb consistently highlights real stories from hosts and travelers, making their brand narrative genuine and relatable. Their Instagram feed, filled with breathtaking images of homes and experiences, invites users to imagine their next getaway.

By using the hashtag #AirbnbExperiences, they encourage users to share their own stories, fostering a sense of community. When we advise clients on creating a sense of belonging, Airbnb often serves as a prime example.

14. Dove

You’ve likely seen some of Dove’s empowering ads online or on television over the years. On social media, Dove shows images and videos of women from all walks of life with various skin tones to prove that beauty comes in all shapes and sizes. They aim to help every woman feel confident in her skin by breaking down harmful stereotypes and unrealistic expectations.

In 2020, for example, Dove promoted their “Courage is Beautiful” campaign to honor healthcare workers on the front lines during the pandemic. Another recent campaign, #NoDigitalDistortion, shows the danger filters and photo editing can have on young girls today. Through the campaign, Dove encourages everyone to take the pledge to only share natural, unedited photos – in hopes of boosting self-esteem and acceptance among women and girls today.

By standing up for kids and teenagers and marketing to mothers and caretakers, Dove effectively builds trust and brand loyalty across its large consumer base. Dove’s motto – “Let’s change beauty together and inspire the next generation.” – encourages adults to lead the charge.

15. National Geographic

With over 160 million followers on Instagram, National Geographic is the world’s leading brand account on Instagram (besides Instagram itself). The account shares striking photos of people, places, and animals all over the world through the eyes of different photographers. National Geographic is the king of visual storytelling, helping people experience the world and various cultures in an authentic, unfiltered light.

National Geographic places the power into the hands of its contributing photographers to create a one-of-a-kind channel. Contributors even write their own captions to share first-hand experiences and unique perspectives with users.

The organization uses its voice on social media to elevate people and raise awareness about social issues like global warming, health, poverty, and inequality. Their social platforms are highly educational and eye-opening for millions of viewers around the world. Distinctly, they effectively use Snapchat to reach and educate young people.

16. Salesforce

Salesforce also does a superb job of interacting with followers, sharing educational content, and throwing some humor in now and then. Their graphics are eye-catching, and their content is highly relevant to their target audience. They also love focusing on their employees to keep their brand down to earth. This makes them more relatable and less intimidating.

Other similar businesses may struggle to reach consumers due to their technical business offerings. Salesforce does an excellent job promoting accessible, inclusive content on social media. On Facebook and X, Salesforce highlights its positive company culture by celebrating employee achievements and sharing how the organization is socially responsible.

PS – Check out our latest case study that shows how we helped one company double their leads!

17. Mailchimp

This software company also makes strides on social media with fun graphics, engaging video content, and helpful articles. Mailchimp is great at giving their audience variety and diversity.

On Instagram, the company shares advice, inspiration, reports, gifs, artwork, videos, and more.

They even have short films and podcasts to further engage and educate entrepreneurs and businesses. With close to 140,000 followers on Instagram, their innovative techniques are worth following.

18. IBM

IBM was founded over 100 years ago. The company loves sharing its rich history through brand storytelling on social media. Sharing snippets on X, for example, IBM shares innovative discoveries and advancements throughout history to inspire and inform loyal followers. IBM also uses storytelling effectively to communicate how new technology positively impacts businesses, people, and communities around the world.

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19. Duolingo

Learning a new language can be daunting, but Duolingo makes it fun and accessible. Their social media channels are filled with humorous memes, success stories, and gentle reminders to practice.

The joy of completing a Duolingo streak showcases the motivational power of their friendly, green owl mascot. Duolingo’s approach is a testament to the fact that even educational brands can have a playful side, engaging users while still providing immense value.

Honorable Mentions

• Ryanair: Hilarious TikToks that roast customer complaints and airline stereotypes.
• Gymshark: Relatable fitness content and inclusive athlete partnerships.
• Fenty Beauty: High-impact visuals, diverse models, and behind-the-scenes brand storytelling.
• Morning Brew: Snackable news content that feels native to LinkedIn, X, and Instagram.
• ASOS: Embraces short-form video, creator collabs, and interactive polls for style inspo.

What the Top Brands on Social Media All Have in Common (2025)

Ready to create inspiring and engaging content for your audience? Here are some expert tips from the best brands on social media in 2025.

• Have clear goals in mind for every post you publish – on every platform.
• Consistently and frequently engage with your audience and followers.
• Try sharing more user-generated content, featuring consumers as the heroes in your stories and promotions.
• Don’t be afraid to get creative and innovative and to think outside the box.
• Create campaigns that are meaningful and authentic and, therefore, powerful, inspirational, and relatable.
• Use consistent tone, style, photography, designs, voice, and branding in your posts and across different platforms.
• Focus on providing value over promoting your products or services.

Whether you have a creative, unique brand or a highly technical offering, you can use social media to offer value and engage with your audience. Don’t be afraid to experiment with different types of content and social media strategies to see what your audience loves. If you’re consistent, you’ll give your followers reason to check your social channels daily and share your content with others often.

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Become One of the Best Brands on Social Media with MIG

Incorporating these tips from the best brands on social media into your own strategy can be transformative. Remember, it’s all about genuine engagement, showcasing real stories, and understanding your audience’s needs. At MIG, we’ve seen firsthand the power of effective social media marketing, and we’re here to guide you every step of the way.

Ready to become one of the best brands on social media? Check out our SEO Blog Writing Service or schedule a quick consultation to learn more about how Marketing Insider Group can help you earn more traffic and leads for your business.

Many marketing teams work hard to attract visitors, grow brand awareness, and increase leads. They create campaigns, write content, and test ideas. But they often forget one important part of online work—keeping their data safe. Security is left to the IT team or ignored completely. This leaves a gap that cybercriminals can use.

Marketers deal with valuable data every day. They collect email addresses, payment details, and account logins. If this data is stolen, trust is broken. Customers may leave and legal issues can follow. A single security breach can undo years of hard work. That is why protecting digital assets is just as important as building them.

Why Cybersecurity Matters For Marketers

Cyber threats grow every year. Hackers look for weak spots. Unsecured networks are one of their favorite targets. Once they find a way in, they can steal customer data, hijack accounts, or plant false information. For marketers, this is more than an IT issue. A hacked account can harm the brand, lower search rankings, and reduce sales.

Security should be part of the marketing plan, not an afterthought. Just like campaigns need creative ideas, they also need safe tools and habits. By understanding the risks and adding basic protections, marketing teams can work with confidence.

What Is A VPN And Why It Helps

A Virtual Private Network, or VPN, is a tool that makes online connections private. It hides the real location of the user. It also encrypts the data they send and receive. This means outsiders cannot read the information, even if they intercept it.

For marketers, a VPN protects research, messages, and customer records. It is useful when working on public Wi-Fi in places like cafes, airports, or hotels. It also helps keep logins secure when working from home or while traveling.

Cybernews experts have written detailed guides on how to choose the right VPN. They test speed, safety, and features. For example, their iPhone VPN review shows which services are reliable and simple to use. Marketers who work on mobile devices can use this information to find the best option.

Common Risks Of Ignoring VPN Protection

Choosing not to use a VPN can lead to problems such as:

• Data stolen on public Wi-Fi
• Competitors tracking online research
• Hackers accessing social media or ad accounts
• Customer data being intercepted in transit

Any one of these can hurt revenue and reputation. A hacked social account can post false updates, causing confusion and damage. Losing customer trust is even worse—it can take years to rebuild.

Affordable Options For Marketing Teams

Some teams avoid VPNs because they think they are too expensive. In reality, there are safe and affordable options. Services like Surfshark offer up to 87% off with the code OFFCN, making it affordable and easy to browse freely.

A quality VPN can cost less than a few cups of coffee each month. Compare that to the cost of a data breach, which can include fines, lost sales, and repair work. The savings are clear.

How VPNs Support Marketing Workflows

VPNs do more than protect data. They can also make marketing work smoother and smarter. Examples include:

• Secure remote work for teams in different locations
• Access to country-specific search results for SEO research
• Protection when working with sensitive campaign files
• Consistent safety when traveling for events or client visits

With secure access, teams can log in to accounts from anywhere without risk. They can also see exactly how ads and pages look in other countries. This helps with localization and targeted marketing.

Best Practices For Using VPNs In Marketing

Installing a VPN is a good start, but it is not enough. To get the most out of it, teams should:

• Pick a provider with strong encryption and a no-logs policy
• Use it on all devices, including phones and tablets
• Keep it updated to get the latest security fixes
• Train staff on when and how to use it
• Check speed to make sure workflow is not slowed down

Following these steps means the VPN can protect without getting in the way of daily work.

Training The Marketing Team On Cyber Awareness

Even the best security tools can’t protect a business if the people using them make mistakes. In fact, simple human errors are behind many data breaches. That’s why marketing teams should have a basic level of cybersecurity training. This could mean learning how to spot phishing emails, being cautious with unknown links, and using strong, unique passwords. Just as important, everyone should know the right steps to take if something seems off—because the faster a team responds, the less damage an attack can cause.

Ongoing training helps keep security habits sharp. This is especially valuable for teams that regularly bring on freelancers or new hires. A quick onboarding session about safe online practices can prevent small slip-ups that might otherwise lead to big problems. When cybersecurity is second nature for the whole team, it stops being a chore and becomes part of how the work gets done every day.

The Bigger Picture Of Cybersecurity In Marketing

A VPN is one part of a complete security plan. Other steps are also important. These include using strong, unique passwords, turning on multi-factor authentication, and backing up data often.

Marketers should work with IT teams to make a security checklist. This should be reviewed regularly. A quick audit can find weak spots before they become real problems. Security is a shared responsibility, not just an IT task.

Why Many Brands Still Ignore VPNs

Some marketing leaders think that cyber attacks only happen to banks, tech companies, or big brands. Others believe their team is too small to be a target. In truth, hackers often choose small or mid-sized businesses. They expect less protection and fewer resources for defense.

Even small marketing campaigns can be disrupted without a VPN. Fixing hacked accounts, cleaning malware, and rebuilding trust all take time and money. These are resources that could have been spent on growth.

How Marketing Insider Group Can Help

Marketing Insider Group can help businesses create high quality content that attracts, engages, and converts customers. Their team can manage everything from planning to writing, so marketing leaders can focus on running the business. With their proven process, businesses can see steady traffic growth, better leads, and improved search rankings. They also understand that trust and safety are part of good marketing. By protecting brand reputation while building it, they help businesses grow in a secure and sustainable way.

As we move deeper into 2025, one thing is clear: understanding consumer behavior trends is the key to staying relevant in an ever-changing digital landscape. Today’s consumers expect more (more convenience, more personalization, more transparency) and marketers have to rise and meet them where they are.

Delivering real value, not flashy gimmicks, has become the true battleground for brands.

So, what are the top consumer behavior trends in 2025? And how are brands responding successfully? Let’s take a look.

Quick Takeaways

• Consumers in 2025 expect value, convenience, and transparency across every touchpoint.

• Omnichannel shopping, sustainability, and personalization are now standard—not standout—expectations.

• Short-form video and social commerce continue to dominate where attention is short and scrolling is constant.

• Privacy and mental wellness matter more than ever, influencing both trust and purchase decisions.

• Brands that succeed will ditch gimmicks and deliver real, relevant experiences tailored to their audience.

Trend #1: A Hybrid View of Shopping

The pandemic has changed the way people are shopping, but not in the cut-and-dry way you might think. The future of shopping won’t be as simple as a switch to online while brick-and-mortar stores become the stuff of nostalgia.

Shopping Isn’t Exclusively Online—Yet

In fact, 48% of consumers still prefer in-person shopping because they can see and feel products, and even those who prefer online shopping indicate that they don’t do it exclusively.

But that’s not to say online shopping isn’t on the rise. For example, there was a 4.4 YoY increase in online shoppers from 2020 to 2021. That’s 900 million more people!

Online shopping was here before the pandemic, and people will want to shop in person well into the post-pandemic future. What has changed is the way we (the collective consumer) think about online vs. in-person shopping as separate categories for separate types of products.

What Does the Consumer Want?

The decision to buy online won’t be dictated by product type. Instead, it will just depend on what the consumer wants at that time. For example: people have been buying gadgets from Amazon for years. It’s the kind of thing people bought online.

But grocery delivery? That was a service generally used by more niche consumer groups, like older people or young professionals living in cities without cars. Most people just went to the grocery store. Now, online grocery delivery orders are for the masses.

People Want Options!

But that doesn’t mean people will use it exclusively. A more likely scenario is that they’ll take advantage of both options, choosing the one that works best for the situation. Maybe a quick list of items you need to make a party meal gets ordered for delivery, but you visit the store each week to peruse for your week’s groceries.

Whatever the scenario, the key will be options. These top predicted retail trends demonstrate the wide range of retail experiences customers will look for. Certainly there are consumer segments who exclusively prefer one way to shop over the other. At the end of the day the majority hasn’t really stuck to one side over the other yet.

For most people, though, the behavior trend will be sometimes online and sometimes in person, depending on any number of factors…including their mood that day.

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Trend #2: Craving Convenience

Brands have had to get creative in a time when business models were turned upside down due to social distancing precautions.

“Social Distancing” in 2025

The past few years have seen upscale sit-down restaurants offering takeout, retailers adding curbside pickup options, and hygiene-motivated measures like cashless payment and contactless delivery gaining momentum.

Consumers are unlikely to want to let go of these conveniences going forward. A whopping 81% of people still prefer to eat at home, whether it’s a home cooked meal or takeout from their favorite Italian spot.

It’s Time to Re-think

As we continue to settle into a world focused on instant gratification and modern convenience, brands will need to think about how they’ll resume normal operations while also offering the comfortable options consumers are now accustomed to and likely to continue demanding.

The behavior trend: consumers will continue to choose brands who offer multiple convenient service options.

Trend #3: Homes Become Hubs

Home used to be where people went when they weren’t doing other things. Now? It’s where we can do just about everything. The average North American consumer spends 90% of their time indoors!

Home is where we eat and sleep, but it’s also where we work. Where we shop. Where we exercise. Homes have become hubs for our life’s most important activities, and that isn’t going away any time soon.

We’re Chronically Online

What we do in our homes has permanently changed.

36.2 million Americans are working remotely this year. Sales of expensive in-home gym equipment like treadmills and stationary bikes have grown exponentially as people worked out at home. These devices have enabled us to talk face-to-face with family and friends from a distance:

• Smartphones
• Tablets
• Facebook Portals

Now that consumers have invested in their at-home activities, it’s likely we’ll continue seeing them stick around post-pandemic. Brands whose products can benefit from this trend (like home office furniture) can capitalize, while brands whose traditional business models depended on customers coming to them will have to adjust (like gyms offering both in-person and virtual fitness classes).

The takeaway trend: consumers will enjoy the return to normalcy, but they’ll still be doing more from home.

Trend #4: Loyalty isn’t a Given

Building customer loyalty has long been one of the surest ways to drive revenue and sales. But is customer loyalty to brands seeing a downturn?

Reviews Are More Popular Than Ever

Consumers are depending more and more on reviews (especially from short-form media platforms) to make their buying choices as well. 89% of customers will read reviews before making a purchase. Set yourself apart from the competition by collecting a bank of customer testimonials.

Thanks to a higher-than-ever online presence from brands across industries and increased conveniences like faster shipping times overall (even same-day in many cases), consumers have more choices and better access to their options than they ever have before.

The resulting behavior trend? Consumers will try more options, and they’ll choose the one they like best regardless of previous purchase history. Brand loyalty is still important and effective, but companies can’t ever assume it’s a given.

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Trend #5: Customers Want Value — in More Ways than One

Quality products and customer experiences aren’t the only places consumers are seeking value. Consumers today want to buy from brands that also align with them personally.

Sustainability is the New Black

Sustainability is one of the hottest topics in the retail industry. Searches for sustainable products have increased 70% since 2016.

This isn’t a totally new phenomenon. But consumers now look more closely than ever at the way companies view and address social issues as well as implement environmentally-friendly practices — 89% of shoppers stay loyal to brands that share similar values as themselves.

Businesses Are Catching On

A lot of companies have implemented means of showing consumers how eco-friendly they are. For example, say you make a purchase on Etsy. When you check your digital receipt you’ll see a note at the bottom to remind you that the company offsets the carbon emissions for every delivery.

The behavior trend to watch: consumers will seek authentic, transparent brands in an effort to make their buying decisions meaningful.

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Trend #6: AI and VR Blend Further Into the Marketing World

AI and VR have been on the rise for years, and 2023 is no different. What started off as something only large companies could afford to try has slowly trickled down to the mid- and small-business side of things.

Businesses are starting to simplify their VR efforts to make them accessible to the average consumer. Their use-case is more justifiable for their high price point. META had their most successful VR headset launch in 2022 with Quest 2, which was geared towards gaming more than anything else.

Companies Aren’t Sleeping on AI

More and more marketing automations and management platforms are integrating AI to further data they provide. Information that used to be found through manual A/B testing is at the tip of marketers’ fingers.

Consumers are hopping on the AI bandwagon more in the coming years as well. 73% of customers are willing to buy from businesses that use AI.

The behavior trend to watch: consumers are more comfortable using artificial intelligence and have even started to trust brands who do.

Trend #7: Spending Will Increase – but Buyers are Pickier than Ever!

According to Forrester’s July 2022 Consumer Energy Index And Retail Pulse Survey, 64% of adults in the US are concerned about the possibility of an economic recession. But Forbes experts don’t believe that’s the reason to worry about consumer spending.

Because of their cautious temperament towards the economy, buyers will be pickier than ever. The key to securing their dollar is quality over quantity. AKA stop spending money on hundreds of vague ads and spend your time and money curating informational blogs, landing pages, videos and social content.

The behavior trend to watch: consumers will spend more time researching their purchases rather than impulse buying. Make the business case for your brand in everything you do.

Consumer Behavior Trends: How Can Your Brand Respond?

We’re seeing that more expectations around the customer experience and increased online brand presence are two common threads throughout consumer behavior trends.

But don’t get overwhelmed! There are many ways companies can respond to these overall trends. Specifically, they can use content marketing — proven to be 3x more effective than all other types of marketing — to stay connected to their audiences.

High-value, consistent online content establishes your brand reputation and personality, allowing consumers to “experience” your brand before they ever make a purchase or visit a physical location.

If you want to get up-to-date on the latest consumer behavior trends in 2025, Marketing Insider Group offers specialized services to create content, manage campaigns, and engage with your audience. Contact us today to learn more or book your free consultation with our team!

As we move further into the digital age, businesses continue to pour significant budgets into content marketing. Yet one question persists: How do we truly measure ROI and know our efforts are paying off? In 2025, the answer isn’t just in raw numbers—it’s in understanding which metrics genuinely reflect growth, engagement, and revenue.

Marketers today are under intense pressure to connect each dollar spent to real business results. For those juggling multiple channels, formats, and audiences, the challenge of proving ROI has grown more complex. That’s why many professionals turn to sophisticated analytics tools or even specialized solutions like PaperWriter, which sits at the intersection of content creation, performance tracking, and strategic optimization, helping marketers create impactful assets while keeping a sharp eye on measurable outcomes. Leveraging any help can empower brands not only to produce engaging materials but also to tie those efforts directly to business goals and KPIs.

For marketers seeking to refine their ROI measurement further, the conversation is shifting away from vanity metrics to deeper insights that drive sustainable growth.

Moving Beyond Vanity Metrics

Page views, social shares, and “likes” were once the gold standard in content marketing performance. But in 2025, smart marketers recognize that these numbers can be misleading. A piece might attract thousands of clicks but generate little actual engagement or sales impact.

Instead, savvy teams look at:

• Time on page. Are visitors truly reading the content?
• Scroll depth. Are people reaching your calls to action?
• Conversion rates. Does your content lead readers to download an e-book, sign up for a webinar, or make a purchase?
• Revenue attribution. How much money can you trace back to a specific content asset?

By focusing on these indicators, marketers can build a more accurate picture of how content drives results rather than chasing superficial signals.

Attribution Models Are Evolving

Attribution has always been a thorny issue in marketing analytics. In a multi-touch world, customers interact with numerous pieces of content before making a decision. In 2025, advanced attribution models, like algorithmic and machine-learning-based systems, are helping marketers assign credit more accurately across the buyer journey.

For example, suppose a blog post introduces a topic, a video explains it in detail, and an email nurtures the lead to conversion. A solid attribution model distributes value across all these touchpoints rather than crediting only the last click.

This nuanced approach ensures your investment in content is fairly measured and helps you allocate budgets to high-performing content types.

Content Personalization and ROI

Content personalization has become table stakes in 2025. Users expect tailored experiences that speak directly to their interests, needs, and stage in the buying process.

When brands invest in personalization technologies, they often see significant improvements in ROI. Personalized content:

• Increases engagement
• Improves lead quality
• Accelerates buying decisions
• Reduces customer churn

However, personalization also raises the bar for measurement. Marketers must track how each audience segment responds to content variations and determine which adjustments truly boost conversions.

The Role of AI in ROI Measurement

Artificial intelligence is transforming nearly every aspect of marketing, and ROI tracking is no exception. Tools driven by AI can sift through massive datasets, identify trends humans might miss, and predict which content will likely perform best.

An AI paper writer, for instance, can analyze prior high-performing content and suggest topics, formats, and even optimal word counts tailored for specific audiences. When combined with analytics platforms, these capabilities empower marketers to make smarter decisions faster.

AI isn’t just speeding up content creation; it’s enabling precise ROI forecasting and revealing hidden patterns in user behavior that shape future strategies.

Quality Over Quantity

A significant shift in 2025 is the emphasis on quality over volume. Brands that churn out endless content without strategy often waste their budget and dilute their messaging. Instead, the focus is on creating fewer, more impactful pieces.

High-quality content:

• Ranks better in search results
• Earns more backlinks
• Establishes authority in the market
• Drives sustainable organic traffic

Partnering with a term paper writer service can help businesses maintain quality standards while scaling content production. Professionals in this field ensure that writing aligns with brand voice, SEO requirements, and audience expectations.

Aligning Content With the Buyer Journey

Content only delivers ROI if it’s mapped effectively to the buyer journey. In 2025, the most successful content strategies are those that align topics, formats, and distribution channels with specific stages of the funnel:

• Awareness stage: educational blog posts, social media content, videos
• Consideration stage: in-depth guides, white papers, webinars
• Decision stage: case studies, testimonials, product demos

Engaging the right audience at the right time increases conversion rates and shortens sales cycles. Whether you’re seeking a research paper writer service to help develop data-driven reports or authoritative thought leadership pieces, professional support can ensure your content resonates effectively with target customers.

Calculating ROI: The Formula

At its simplest, the ROI formula for content marketing looks like this:

ROI = (Revenue Attributed to Content – Cost of Content) / Cost of Content

However, applying this in practice requires rigorous tracking. Consider costs such as:

• Content creation (writers, designers, videographers)
• Software tools
• Distribution and promotion
• Time spent managing projects

Meanwhile, revenue attribution should reflect realistic projections of how content contributes to leads, sales, and customer lifetime value.

Businesses using the best paper writer service often gain efficiency, reducing costs associated with revisions, low-quality content, or missed deadlines, ultimately boosting ROI.

ROI for Different Content Formats

Different content types offer varied ROI profiles:

• SEO blog posts often deliver sustained organic traffic for years.
• White papers build credibility and generate high-quality leads.
• Video content drives engagement and social shares but may require a higher upfront investment.
• Interactive tools create personalized experiences and often see strong conversion rates.

Understanding these differences helps allocate your budget wisely and set realistic expectations for returns.

An online paper writer can be a valuable partner in exploring new formats without sacrificing quality helping brands experiment without straining internal resources.

Looking Ahead: Content ROI in 2025 and Beyond

In 2025, content marketing ROI isn’t simply about counting clicks or downloads. It’s about measuring real business impact: leads generated, deals closed, brand equity strengthened, and customer loyalty earned. Sophisticated tools, AI insights, and experienced professionals are helping marketers see the full picture.

As the landscape grows more competitive, brands that succeed will be those willing to invest in strategic content creation, rigorous measurement, and continuous optimization. Whether working with a paper writer service for data-driven insights or polished storytelling, the key is ensuring every piece of content serves a clear business purpose and delivers measurable results.

Measuring what truly matters is the ultimate pathway to long-term growth and profitability.