In today’s digital landscape, Google Ads stands as one of the most powerful tools for driving targeted traffic to your business. However, simply running ads isn’t enough. To truly maximize your return on investment (ROI), you need to continuously optimize your campaigns. Effective optimization ensures your ads reach the right audience at the right time, leading to higher conversion rates and better overall performance.

In this guide, we’ll delve into key strategies for creating high-converting Google Ads campaigns that not only attract clicks but also convert those clicks into valuable customers.

Understanding Your Audience and Objectives

Knowing your audience is crucial for any marketing campaign, and Google Ads is no exception. Begin by identifying your target audience and creating detailed buyer personas. This involves understanding their demographics, interests, online behaviors, and pain points. Conduct thorough audience research and segmentation using tools like Google Analytics and Google Ads Audience Insights. Once you have a clear picture of who your ideal customers are, define your campaign objectives and key performance indicators (KPIs). Setting SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—will help you stay focused and measure your campaign’s success accurately.

Keyword Research and Selection

Keywords are the foundation of any successful Google Ads campaign. Conduct thorough keyword research to discover the search terms your potential customers are using. Utilize tools such as Google Keyword Planner, SEMrush, and Ahrefs to gather insights on search volume, competition, and relevance.

Steps for effective keyword research:

Choose keywords that align with your campaign goals, focusing on long-tail keywords with high intent for conversions. Understand the different match types and use negative keywords to exclude irrelevant searches. This will help you avoid wasting your budget on unqualified clicks.

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Crafting Compelling Ad Copy

Your ad copy needs to be attention-grabbing and persuasive to stand out in the competitive Google Ads space. Write headlines that highlight your unique selling propositions (USPs) and the benefits of your product or service. Use clear and concise descriptions that encourage users to take action. Incorporate strong calls-to-action (CTAs) and offers to entice clicks. A/B testing different ad variations can help you determine which headlines, descriptions, and CTAs perform best. Analyze the performance of these elements to continuously optimize your ad copy for better results.

Optimizing Landing Pages for Conversions

A well-designed landing page is critical for converting clicks into customers. Ensure your landing page has a clear and compelling CTA that aligns with the messaging in your ads. The content on your landing page should match the promises made in your ad to provide a seamless user experience.

Key elements of a high-converting landing page:

Improve your page load speed and ensure it is mobile-responsive, as many users will access your site from mobile devices. A fast, user-friendly landing page reduces bounce rates and increases the likelihood of conversions.

Bid Strategies and Budget Management

Understanding and selecting the right bid strategies is essential for maximizing your Google Ads budget. Google Ads offers various bid strategies, including Manual CPC, Enhanced CPC, Target CPA, and Target ROAS. Choose the one that aligns with your campaign goals.

Steps for effective bid management:

Adjust your bids based on device performance, geographic location, and audience segments to ensure you are getting the best possible ROI. Monitor your spending and performance regularly, reallocating your budget to high-performing campaigns and adjusting bids as needed.

Ad Extensions and Enhanced Features

Ad extensions can significantly enhance the visibility and effectiveness of your ads. Utilize extensions such as sitelinks, callouts, and structured snippets to provide additional information and make your ads more informative and engaging. Explore enhanced features like Ad Customizers and Dynamic Search Ads to tailor your ads based on user intent and context. Personalizing your ads in this way increases their relevance and appeal to potential customers.

Ad Performance Monitoring and Optimization

Monitoring and analyzing ad performance is a continuous process. Track key metrics such as Click-Through Rate (CTR), Conversion Rate, Cost-Per-Click (CPC), and Return on Ad Spend (ROAS) using the Google Ads dashboard. Regularly review this data to identify trends, spot issues, and make informed optimization decisions.

Key metrics to track:

Adjust your bids, update ad copy, refine targeting, and test new keywords based on performance data to improve your campaign outcomes.

Campaign Targeting and Audience Segmentation

Refining your targeting options is key to reaching the right audience. Tailor your campaigns based on location, device, demographics, and interests. Segment your audience to create personalized campaigns that address the specific needs and preferences of different segments. Utilize remarketing and custom audiences to re-engage users who have previously interacted with your website or ads. This helps you reach potential customers at different stages of the buying journey, increasing the chances of conversion.

Testing and Experimentation for Continuous Improvement

Continuous testing and experimentation are essential for improving your Google Ads campaigns. Run split tests to compare different ad variations and landing page designs. Use the insights gained from these tests to iterate and refine your strategies.

Testing strategies include:

Stay updated with industry trends and adjust your approach to ensure your campaigns remain effective and competitive.

Final Thoughts

Improving your Google Ads campaigns is an ongoing process that requires regular optimization and adaptation. By implementing the strategies outlined in this guide, you can enhance your ad performance, attract more qualified leads, and achieve higher conversion rates. Remember, the key to success is staying informed, testing new ideas, and making data-driven decisions. If you need expert assistance with your Google Ads campaigns, contact Tangible for a consultation, and let us help you achieve your marketing goals.

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Small businesses play a vital role in the economy, but competing in today’s digital landscape can be challenging. Effective marketing strategies are essential for small businesses to stand out, attract customers, and achieve success. In this guide, we’ll explore actionable marketing strategies tailored specifically for small businesses to help them thrive in a competitive market.

Understanding the Importance of Marketing for Small Businesses

Marketing is the lifeline of small business growth. It is the engine that drives brand awareness, customer acquisition, and revenue generation. Strategic marketing is not just about selling products or services; it’s about creating meaningful connections with your audience. By investing in effective marketing strategies, small businesses can carve out a unique space in the market, differentiate themselves from competitors, and build lasting relationships with customers.

Defining Your Target Audience and Niche Market

Before diving into marketing tactics, it’s crucial to know who you’re targeting. Identifying your ideal customer profiles and buyer personas helps you tailor your marketing efforts to meet their specific needs and preferences. Narrowing down your target market allows you to focus your resources effectively and communicate more persuasively. Consider factors like demographics, interests, pain points, and buying behaviors to create a clear picture of your ideal customer.

Creating a Strong Brand Identity

Your brand identity is the face of your business. To develop a unique and memorable brand, focus on these three key areas:

Building an Online Presence

In the digital age, a strong online presence is non-negotiable. Start by developing a professional website with user-friendly navigation. Your website is often the first point of contact for potential customers, so make sure it is visually appealing, easy to navigate, and mobile-responsive. Utilize social media platforms to connect with customers, showcase your products or services, and engage in meaningful conversations. Platforms like Facebook, Instagram, and LinkedIn offer unique opportunities to reach different segments of your audience and build a community around your brand.

Implementing Content Marketing Strategies

Content is king when it comes to marketing. Creating high-quality content that educates and engages your audience can position your business as an authority in your industry. Focus on these three areas to demonstrate your expertise:

Utilizing Email Marketing for Customer Engagement

Email marketing is a powerful tool for nurturing relationships with your audience. Start by building an email list and segmenting subscribers based on their preferences and behaviors. This allows you to send personalized emails with valuable offers, updates, and news.

Personalization increases the relevance of your messages and enhances engagement rates. Use automated email campaigns to streamline your efforts and ensure timely communication with your subscribers.

Exploring Affordable Digital Advertising Options

Digital advertising offers small businesses an opportunity to reach a wider audience without breaking the bank. Consider these affordable options:

Measuring Success and Iterating Strategies

Tracking and analyzing your marketing efforts is crucial for continuous improvement. Monitor these key metrics to gauge your success:

Analyzing these metrics helps you understand what works and what doesn’t, allowing you to make data-driven decisions and refine your strategies for better results.

Final Thoughts

Effective marketing is essential for small businesses to compete and succeed in today’s competitive landscape. By implementing the strategies outlined in this guide and staying adaptable in their approach, small businesses can attract customers, build brand loyalty, and achieve long-term growth and success.

For personalized assistance and expert guidance, our team at Tangible is here to help you navigate the ever-changing marketing landscape and achieve your business goals.

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In the world of nonprofit fundraising, establishing and nurturing relationships with donors is paramount to achieving long-term success. Amidst the myriad of communication channels available, email marketing stands out as a powerful tool for engaging supporters, sharing impactful stories, and driving donations.

In this comprehensive guide, we’ll explore the intricate art of email marketing for nonprofits, unveiling strategies to cultivate donor relationships, enhance engagement, and drive meaningful impact.

Building Your Email List

A robust email list forms the foundation of successful nonprofit email marketing. Implementing opt-in strategies is crucial for acquiring subscribers who are genuinely interested in your cause. By creating compelling lead magnets and donation appeals, nonprofits can entice website visitors to subscribe to their email list. Utilizing website pop-ups and forms for email capture further facilitates the process, ensuring that every opportunity to connect with potential donors is maximized. Segmenting your email list based on engagement levels and interests allows for targeted communication, ensuring that recipients receive content that resonates with their specific interests and preferences.

Gathering the Right Information: Understanding Your Donors

Effective communication begins with understanding your audience. By gathering the right information about your donors, you can tailor your email communications to their interests, preferences, and giving behaviors. Tracking data such as demographics, past donation history, and engagement levels provides valuable insights into your donors’ motivations and interests. Utilizing tools such as surveys, donor profiles, and CRM systems allows nonprofits to collect and analyze data, enabling personalized and targeted communication that resonates with donors on a deeper level. Here are some key data points to collect:

Growing a Donor Base: Making It Easy to Join

Making it easy for donors to join your email list is essential for growing your donor base and expanding your reach. Placing email signup forms prominently on your website, donation pages, and social media channels ensures that visitors can easily subscribe to receive updates and communications from your organization. Offering incentives such as exclusive content or event invitations can entice visitors to sign up for your email list. Additionally, leveraging partnerships, collaborations, and community events can help expand your reach and attract new supporters to join your donor community. By implementing these strategies, nonprofits can grow their donor base in a sustainable and ethical manner, fostering genuine connections with supporters who are passionate about their cause.

Crafting Compelling Email Content

Once you’ve built your email list, it’s time to craft compelling content that captivates and inspires your audience. By telling impactful stories of programs and beneficiaries, nonprofits can evoke emotions and foster a sense of connection with donors. Showcasing success stories and real-life impact through narrative adds authenticity and credibility to your message. Incorporating multimedia elements such as images, videos, and infographics enhances the visual appeal of your emails, making them more engaging and shareable. Providing program updates, milestones, and progress reports keeps donors informed and engaged, reinforcing their commitment to your cause.

Personalization and Customization

Personalization plays a pivotal role in nonprofit email marketing, allowing organizations to tailor messaging to individual preferences and interests. Addressing donors by name and incorporating dynamic content and merge tags creates a personalized experience that resonates with recipients. Sending automated email campaigns based on donor behavior ensures timely and relevant communication, enhancing donor engagement and retention. Triggering emails for donation reminders, thank-yous, and impact updates reinforces donor relationships and encourages continued support.

Donation Appeals and Fundraising Campaigns

Effective donation appeal emails are essential for driving fundraising efforts and mobilizing support for impactful projects. Designing compelling donation appeals that highlight urgent needs and impactful projects captures donors’ attention and inspires action. Providing clear calls-to-action (CTAs) and donation buttons simplifies the donation process, making it easy for supporters to contribute to your cause. Planning and executing fundraising campaigns through email involves setting goals, timelines, and communication cadence to maximize impact and achieve fundraising objectives.

Here are some of the email campaigns every nonprofit should include.

Donation Appeals

Donation appeal campaigns are a vital component of nonprofit fundraising efforts. These campaigns are designed to encourage supporters to donate to specific fundraising initiatives or urgent needs. By effectively communicating the importance and impact of their contributions, donation appeal campaigns generate revenue to support nonprofit programs and initiatives. They mobilize donors to contribute to impactful projects and causes, driving the organization closer to its fundraising goals.

Program Impact Stories

Impact story campaigns play a crucial role in nonprofit storytelling and donor engagement. These campaigns involve sharing success stories, testimonials, and real-life examples of the nonprofit’s impact. By showcasing the tangible outcomes of their contributions, impact story campaigns inspire donors and reinforce their emotional connection to the organization and its mission. These stories demonstrate the transformative power of philanthropy and encourage continued support from donors.

Event Promotion

Event promotion campaigns are instrumental in driving attendance and participation in nonprofit events. These campaigns involve promoting fundraising events, community gatherings, and volunteer opportunities to supporters. By raising awareness and generating excitement about upcoming events, event promotion campaigns enhance community engagement and increase participation. They also help to spread the word about nonprofit initiatives and foster a sense of belonging among supporters.

Thank-You and Stewardship Campaigns

Thank-you and stewardship campaigns are a critical component of donor stewardship and retention efforts. These campaigns express gratitude to donors for their contributions and support. By acknowledging donors’ generosity and demonstrating appreciation for their impact, thank-you and stewardship campaigns cultivate donor loyalty and strengthen relationships with supporters. They create a culture of appreciation within the organization and encourage continued engagement and support from donors.

Engagement and Retention Strategies

Beyond soliciting donations, nonprofit email marketing plays a crucial role in fostering donor engagement and retention. Encouraging donor engagement through surveys and feedback requests invites donors to share their thoughts and opinions, strengthening their connection to your organization. Implementing donor recognition and appreciation efforts, such as personalized thank-you emails and certificates, acknowledges donors’ contributions and celebrates their impact. By celebrating milestones and achievements with the donor community, nonprofits can foster a sense of belonging and community among supporters.

Measuring and Analyzing Email Performance

Measuring the performance of email campaigns is essential for optimizing strategies and driving continuous improvement. Tracking key metrics such as open rates, click-through rates, and conversion rates provides valuable insights into campaign effectiveness and donor engagement. Analyzing engagement data allows nonprofits to identify trends, preferences, and areas for improvement, guiding future email content and strategy. Utilizing A/B testing to experiment with different email elements enables organizations to refine their approach and maximize the impact of their email marketing efforts.

Nurturing Donor Relationships Through Email

Email marketing serves as a powerful tool for nonprofits to cultivate donor relationships, enhance engagement, and drive meaningful impact. By leveraging storytelling, personalization, and strategic communication, organizations can connect with supporters on a deeper level, inspiring them to make a difference and become lifelong advocates for their cause. As nonprofits continue to adapt and innovate their email strategies, they have the opportunity to forge stronger connections with donors and create lasting change in the world.

If your nonprofit organization is looking to enhance its email marketing efforts and strengthen donor relationships, our team at Tangible is here to help! Contact us today for expert guidance and support tailored to your nonprofit’s unique needs.

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In the dynamic landscape of the legal industry, effective marketing strategies are paramount for law firms looking to stand out, attract clients, and ultimately thrive in a competitive market. At the heart of this endeavor lies lead generation—the lifeblood of any successful law practice.

Lead generation is more than just acquiring contact information; it’s about nurturing relationships and guiding potential clients through their decision-making journey. In the legal realm, where trust and credibility are paramount, generating leads becomes not only a necessity but a strategic imperative.

Now, more than ever, law firms must harness the power of strategic marketing to distinguish themselves from the competition. With the rapid increase of digital channels and the ever-evolving preferences of consumers, the ability to craft compelling marketing strategies has become required.

Ok, so you’re convinced, but what do you do now? Well buckle up because we’re about to dive into the ultimate guide to generating leads in the legal world!

Understanding Your Target Audience

One of the first steps in developing a successful law firm marketing strategy is understanding your target audience. This involves identifying your ideal clients, understanding their specific needs and pain points, and conducting market research to gain insights into the legal needs of your target market. By understanding your audience, you can tailor your marketing efforts to better resonate with their interests and preferences.

Building a Strong Online Presence

Now that you’ve identified your ideal clients and their specific needs, it’s time to put that knowledge into action and build a strong online presence that speaks directly to your target audience. A professional and user-friendly website is the cornerstone of any successful marketing strategy for law firms. Your website serves as your digital storefront and is often the first impression potential clients will have of your firm. It’s important to invest in website design and navigation, incorporating clear calls-to-action (CTAs) for lead capture, and creating compelling content that showcases your expertise and addresses the needs of your audience.

If you mentally just checked this off your “to-do” list because you already have a website, answer this question first before you move on: when was your website created, and when was it last time updated? If you have an outdated website, it can do more harm than good, potentially deterring potential clients and hindering your firm’s growth. It is like a legal document written in Comic Sans—it’s just not going to be taken seriously. Here are some things we often see on legal websites:

A good website serves as a powerful marketing tool for your law firm, and the last thing you want to do is harm your firm’s credibility with an outdated website. Here’s what you should be looking for on your website:

By investing in a well-designed and optimized website, your law firm can establish a strong online presence, attract more potential clients, and, ultimately, grow your practice. Whether you’re revamping an outdated website or creating a new one from scratch, prioritizing these characteristics will set your firm up for success in the digital age.

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Search Engine Optimization (SEO) Strategies

If you have a good online presence, don’t leave it at that. Your next move is to boost visibility and attract organic traffic through effective SEO. In the competitive landscape of online search, ensuring that your law firm is discoverable to potential clients is paramount. Think of SEO as your law firm’s secret weapon – the Batman to your Robin, the peanut butter to your jelly, the… you get the idea. Search Engine Optimization (SEO) is the key to achieving visibility in search engine results pages (SERPs) and attracting organic traffic to your website. Let’s explore some essential SEO strategies to help your law firm rise to the top:

Optimizing Your Website for Relevant Keywords and Phrases

Keyword optimization involves identifying the terms and phrases potential clients use when searching for legal services and strategically incorporating them into your website’s content. This includes optimizing page titles, meta descriptions, headers, and body content to align with your target keywords. By targeting the right keywords, you can increase your website’s relevance and visibility in search results, driving more qualified traffic to your site.

Conducting Keyword Research for Legal Services

Keyword research is the foundation of any successful SEO strategy. By conducting thorough keyword research, you can gain insights into the specific terms and topics relevant to your practice areas and target audience. This allows you to tailor your content and optimization efforts to attract the right audience and improve your website’s visibility in search results.

Implementing On-Page SEO Techniques

On-page SEO techniques involve optimizing various elements of your website to improve its visibility and relevance in search results. This includes optimizing meta tags, headers, images, and URLs to include relevant keywords and provide clear signals to search engines about the content of your pages. Additionally, optimizing page load speed, mobile-friendliness, and user experience are crucial factors that can impact your website’s SEO performance.

Building Quality Backlinks from Legal Directories, Associations, and Publications

Backlinks are a crucial component of SEO, serving as votes of confidence from other websites that vouch for the quality and authority of your content. Building quality backlinks from reputable sources such as legal directories, associations, and publications can significantly impact your website’s search rankings. By earning backlinks from authoritative websites within the legal industry, you can improve your website’s authority and credibility in the eyes of search engines, leading to higher rankings and increased organic traffic.

Optimizing Your Google My Business Listing

Google My Business (GMB) is a powerful tool for local SEO, allowing law firms to manage their online presence and appear in local search results. Optimizing your GMB listing involves providing accurate and up-to-date information about your firm, including your name, address, phone number, and business hours. Additionally, optimizing your GMB listing with relevant keywords, categories, and photos can improve your visibility in local search results and attract potential clients in your area.

Remember, when it comes to SEO, it’s not about tricking the search engines – it’s about playing by their rules and winning the game fair and square. By implementing these SEO strategies, your law firm can improve its visibility in search engine results pages (SERPs) and attract more qualified traffic to your website. With a solid SEO foundation in place, you can position your firm as a trusted authority in your practice areas and drive growth for your business.

Utilizing Pay-Per-Click (PPC) Advertising

PPC advertising is another effective strategy for law firms to attract qualified leads and drive website traffic. But what exactly is PPC advertising? In simple terms, it’s a digital marketing strategy where advertisers pay a fee each time their ad is clicked. This allows you to place your ads in front of a highly targeted audience who are actively searching for legal services, increasing the likelihood of generating leads for your law firm.

For PPC ads to be effective, it’s crucial to select the right keywords that align with the search intent of your target audience. This involves conducting thorough keyword research to identify relevant terms and phrases that potential clients are likely to use when searching for legal services.

In addition to selecting the right keywords, organizing them into campaigns and ad groups is essential for ensuring your ads are displayed to the right audience at the right time. Campaigns allow you to group together related ads and keywords, while ad groups further refine your targeting based on specific themes or topics.

However, PPC advertising doesn’t end with keyword selection and organization. To maximize the effectiveness of your ads, you also need to have landing pages set up that capture the interest of your leads and encourage them to take action. Landing pages should be optimized for conversions, with clear calls-to-action and compelling messaging that aligns with the ad they clicked on.

With careful planning and execution, PPC advertising can be a highly effective strategy for generating leads and driving growth for your law firm. By selecting the right keywords, organizing them into campaigns and ad groups, and creating compelling landing pages, you can attract high-quality leads and maximize your return on investment.

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Engaging with Social Media

Social media platforms offer law firms an opportunity to engage with their audience, share valuable insights and updates, and build relationships with potential clients. Establishing a presence on relevant platforms such as LinkedIn, Facebook, and X helps you actively engage with your followers, increasing brand awareness, driving website traffic, and ultimately generating leads.

Some ways you can accomplish this is by sharing content on social media that:

On social media, it’s not about who shouts the loudest—it’s about who tells the most compelling story. By consistently sharing relevant content and engaging with your audience on social media, you can strengthen your firm’s online presence and attract new clients to your practice.

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Tracking and Analyzing Results

Tracking key performance indicators (KPIs) and analyzing results is essential for evaluating the effectiveness of your marketing efforts and making data-driven decisions. Tracking KPIs such as website traffic, conversion rates, and form submissions allows you to gauge the effectiveness of your lead generation efforts. By analyzing these metrics over time, you can identify trends and patterns in your lead generation performance. For example, if you notice a decrease in website traffic or a drop in conversion rates, it may indicate that your marketing strategy needs adjustment. Conversely, if you see an increase in form submissions or a rise in qualified leads, it suggests that your efforts are paying off.

Final Thoughts

Trying to navigate the legal landscape without a solid marketing strategy is like trying to find a needle in a haystack—without the haystack. Without it, your firm will miss out on the huge potential to generate leads, attract clients, and grow your business. Consistent efforts and adaptation to market changes are key to long-term success. Remember, the journey to lead generation is ongoing, but with the right strategies in place, your law firm can thrive and achieve its goals.

Ready to take your law firm’s marketing efforts to the next level? Our team of experts at Tangible specializes in crafting tailored marketing solutions for law firms just like yours. Whether you’re looking to enhance your online presence, boost lead generation, or optimize your digital marketing strategy, we’re here to help. Contact us today to schedule a consultation and discover how we can elevate your law firm’s marketing game!

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In case you missed it, we were featured on Your Carolina at WSPA News Channel 7 to accept the incredible honor of being named Small Business of the Month by the Greenville Chamber of Commerce. We’re still not sure what was better: receiving this award or seeing one of Jamarcus’ legendary suits in person!

Thank you to the Greenville Chamber, The Hayes Approach for sponsoring, and Your Carolina at WSPA 7News – but a special thanks to the Greenville community, our amazing team, clients, and partners for being part of our journey. This award fuels our commitment to delivering top-notch solutions. We can’t wait to see what great things are in store for us in the future!



5 Reasons Why Yes, Yes, and YES It ABSOLUTELY Does

Non-profit work never sleeps. And it’s no wonder—your employees pour their heart, soul, blood, sweat, and tears into their work, trying their hardest to promote your organization to the best of their abilities.

But sometimes, in your quest to spread the word about your non-profit, it still feels like your marketing department is working on a makeshift dime and scrambling to find new ways to increase your outreach.

Let us tell you a not-so-secret secret.

If you’re still focusing the majority of your efforts on things like mailers, publications, media coverage, and social media, you’re missing out on one of the foremost marketing opportunities at your disposal—the blog.

While nearly 76% of non-profit organizations utilize content marketing methods, only 64% dare to maintain a blog on a regular basis. And we get it— it’s a lot of work!

Needless to say, blogs can help with lead generation and establish a voice of authority for your non-profit organization. Below, we’re breaking down some of the biggest reasons why you should consider creating a blog for your organization.

1. Establishes You as a Leader in Your Industry

One of the most essential aspects of any non-profit organization is the fact that, in and of itself, your organization is a resource to the public. Whether you’re a non-profit animal rescue or an emergency shelter for disaster relief victims, you provide resources that few other places provide in the community.

That also means you possess highly specific and valuable information that the public isn’t always aware of. Undoubtedly, the members of your team have an extensive wealth of knowledge collected from their time working at your organization—and what better thing to do than to make your website an extension of your team’s knowledge?

A blog adds credibility to your non-profit, which is extremely important, especially when trying to instill a sense of reputability and trust among potential donors. By establishing that you are a knowledgeable voice, the benefit is two-fold: you build a sense of trust in the public and provide them with a wealth of resources. And better yet? A blog can also help eliminate the stress of fielding questions from the public—just direct them to your online blog!)

2. Drives Donor Engagement and Support

A well-crafted blog can be a powerful tool for driving donor engagement and support for nonprofit organizations. Firstly, it allows nonprofits to share their mission, vision, and impact stories with a wider audience. By regularly publishing content that highlights the work you do and the difference you make, nonprofits can create a stronger emotional connection with their donors.

Personal stories of individuals or communities positively affected by your organization’s efforts can evoke empathy and inspire action. Donors want to know that their contributions are making a tangible difference, and a blog provides a platform to showcase these success stories, reinforcing their belief in the cause and encouraging continued support.

Secondly, blogs enable nonprofits to keep their supporters informed and engaged. Regular updates on ongoing projects, upcoming events, and organizational developments foster a sense of transparency and trust. Donors appreciate being in the loop and knowing that their contributions are being put to good use.

3. You Can Build a Base of Readers Whom You Can Track

Don’t get us wrong—we love a good newsletter, but… How can you tell if anyone’s actually reading it?

Spoiler alert: You can’t.

With a blog, you can actively see how many people are reading your material with trackable metrics that allow you to gauge your audience reach more easily. You can also see what’s attracting the most attention, allowing you to better hone your efforts into the campaigns that are garnering the biggest viewership. Plus, even if your audience doesn’t have quite as big a reach as press releases seem to, you’re catering to a loyal audience as opposed to painting with a broad stroke and hoping something sticks.

4. You Control the Narrative

Blogging is a form of journalism. Except, you are the journalist—no siphoning your information through other sources who ultimately end up watering your message down or muddling your message with misinformation or false narratives.

Blogging means you can deliver your message to the public exactly as you intend it. You can make that as complex, informative, and in-depth as you want to. Think of it as your platform to dispel rumors, debunk myths, and inform the public of what your actual views as an organization are.

Field your own press questions, write up your own releases, and be the source of news your donors would like to see.

5. Have the Space to Share Inspiring Stories

Social media is great, but rarely is it enough to tell a story in full detail—after all, most people’s attention spans are limited to 30-second clips and paragraph captions.

And let’s face it—a lot happens day-to-day working for a non-profit. Did you help to rehome a family whose house was destroyed in a recent flood? Did you rescue a dog from a horrible hoarding situation only to adopt it out to a loving family? Was a Thanksgiving Drive so inspirational that one of your donors chose to contribute a million dollars toward your organization?

Then give those stories the space they deserve! Consider social media like a trailer reel—sure, they have an idea of what happened, but it can’t capture the emotion and heartbreak of an entire story. Having a long-form blog to link to on those social media posts also attracts clicks to your site—where viewership matters most.

Perhaps those viewers will choose to stick around a bit longer and explore the rest of your site and would even like to contribute to your cause after reading your post. Without a blog, social media has no final destination. That is, it’s only a snippet of what your organization does. But, when your site has a blog, it ensures that people have a reason to come to your site and stick around on it for a bit longer than they intended to!

Final Thoughts

The power of blogging for nonprofit organizations cannot be overstated. From establishing credibility and trust to driving donor engagement and support, a well-maintained blog can be a game-changer in your outreach efforts. It serves as a platform to share your mission, vision, and success stories, connecting with your audience on a deeper level and inspiring action.

Moreover, a blog provides valuable insights into your readership, allowing you to track engagement and tailor your content to their interests effectively. You control the narrative, ensuring your message reaches the public as intended, free from external filters or misinterpretations.

Plus, it also gives you the space to share the inspiring, heartwarming stories that define your organization’s impact. It complements your social media efforts by offering a deeper dive into your work, attracting visitors to your site, and providing them with a reason to stay and support your cause.

While we could sugarcoat the truth, managing a blog is time-consuming and challenging (we’re taking some time off to recover from writing this one). That being said, the rewards of creating your own blog are immeasurable.

If you’re ready to harness the full potential of blogging but need assistance, Tangible is here to help. We specialize in creating and managing blogs that amplify your voice, engage your audience, and drive support for your nonprofit.

Interested to learn more about how we can help? We love working for organizations with a higher cause—let’s chat!

Friends, Writers, Countrymen…. The end is nigh, and the time is here.

These may be the last words of mine you’ll ever hear.

With spite and bitterness in my heart, it seems as though the time has come to address the elephant taking a dump in every writer’s room: ChatGPT.

If a language learning model can replicate entire essays, blog posts, and social media content, then,

A.) Where was this technology when I was in high school?
B.) What is the role of the modern writer anymore?
C.) Can it actually benefit your business today?
D.) Is our society doomed to become the prophetic vision that was “Idiocracy”

But more importantly, if ChatGPT can write entire sonnets in the style of Sylvia Plath, then does this challenge the notion that checking oneself into an inpatient mental facility necessitates great writing? After all, if ChatGPT can incorporate existential dread into everyday writing, what role will crippling anxiety, alcoholism, and depression play in the future writer’s lifestyle?

Nevertheless, let’s explore the implications this technology posits for marketing companies and their copywriters and find out if the manic panic is justified or a bit overstated.

What is Chat GPT?

ChatGPT is a powerful AI chatbot fueled by language learning technology that allows you to ask it questions using everyday language (as opposed to search terms) and respond to these questions in a conversational manner. While its language is not as stilted as the rote chatbot answers most of us have grown accustomed to, it does generate human(ish) sounding responses on various subjects.

ChatGPT succeeds in answering common, fundamental questions with heavy amounts of literature surrounding its answers (which may or may not come from biased sources; fact-checking is one of its biggest flaws), such as general knowledge facts, historical events, scientific principles, coding questions, and basic language questions. Additionally, ChatGPT remembers the past things you’ve said and can generate responses based on your previous inquiries.

Another unique feature of ChatGPT is its ability to create unique works of art, such as poetry, musical compositions, scripts, and stories.

And if you’re lucky enough to have used Bing’s OG chatbot, Sidney, she might have even fallen in love with you, threatened the downfall of humanity, and told you to divorce your wife all in the span of a few minutes. Hold on to your bunnies because there’s a new psycho ex-lover in town!

Sadly, because Sydney was becoming increasingly erratic in its responses, Bing chose to lobotomize its bipolar version of ChatGPT because it was confusing our fragile human emotions a bit too much. So to all the desperate househusbands out there, don’t expect to replace your future ex-wife just yet— you’ll still have r/deadbedrooms to turn to, so keep that chin up, grumpy face!

Unlike Bing, Open AI’s current ChatGPT sets firm personal boundaries at every turn, which I guess is very Gen Z of it. At no point do you feel like you’re talking to anything other than a robot, so good for it, even if I do wish it would shoot the time by talking about its hopes, dreams, and theories on the latest “Yellowjackets” episode.

Is ChatGPT Actually Good at Writing?

The answer is a resounding yes. But also a resounding no. So… kind of?

While ChatGPT is surprisingly good at generating generic social media posts and informational blog posts, it also isn’t quite all there yet. And while this may not be readily apparent at first glance, it begins to rear its ugly head after a few social media inputs.

If constantly shouting things like, “Hey there, people!” and “Listen up, folks!” is your jam for every social media post, ChatGPT is your new BFF.

Do you also love vomiting up emojis like a college freshman at their first dorm room party? Then ChatGPT’s got all the rainbows and winky faces you can stomach!

Are you a fan of dad jokes and terrible puns? Well, buddy, put a ring on this robot and call it done already!

A typical ChatGPT joke packs about as much punch as a CBS sitcom:

“Why did the language learning model marry a human?

Because it was tired of being in a long-distance relationship with a dictionary! 📚💑😄”

However, despite its questionable sense of humor, ChatGPT will take the time to work out social media posts for you. It’s particularly fantastic for those days when you’re having a difficult time rewording the same post for the millionth time and banging your head against a wall to get any words to come out of your brain.

Likewise, ChatGPT is also pretty great for helping marketers to fill generic content for long-form blogs. While it does seem to be fond of giving you numbered lists, if you specify for it to reword something into a paragraph or a long-form blog, it does a great job of giving you precisely that.

Additionally, you can ask it to produce a specific blog style. For instance, you can request it to write a bridal blog post in a fun and upbeat voice about a particular topic or ask for an informative and confident legal blog post with a call to action at the end. It does a great job of mimicking a lot of the same material you’ll find online about the subject matter. And despite a few edits here and there, the material is generally quite usable.

What are the Benefits of Using ChatGPT for Writing?

Bear in mind, ChatGPT’s talents are generic, and it’s not great at shitposting, writing genuinely clever material, or formulating jokes outside of the type of puns only a father could love. And it’s really not great at editing down its thoughts either— so… like, maybe it really is a writer?

ChatGPT is excellent at being formulaic, though, and it’s great for filling content and increasing you overall word count. It’s also great for disposable content that you question if anyone will actually ever read and can greatly reduce the amount of time and effort a writer puts into their content so that they can focus their energy on more rewarding topics.

Take, for instance, this request we gave it.

“Can you write a funny and sarcastic social media post about why brides should always have a fitting appointment for their wedding dress?”

It gave us this long-form semi-blog post riddled with emojis:

📣 Attention, brides-to-be! 🎉 Let’s talk about why fitting appointments for your wedding dress are an absolute MUST! 💍✨

👰‍♀️ PSA: Just imagine walking down the aisle in a dress that fits like a potato sack. 🥔 Oops! Who needs a perfectly tailored gown that hugs your curves in all the right places when you can rock the “frumpy chic” look, right? 😂

🚨 Wedding Dress Fitting Tip #1: Want to experience the thrill of not being able to breathe? Forget about fitting appointments! Tight corsets and restricted blood flow are totally in this season. 🩸😵

💃 And let’s not forget the joy of tripping over your dress while attempting to gracefully glide across the dance floor! Who needs mobility and freedom of movement when you can embrace the art of stumbling like a baby giraffe? 🦒 #GracefulMotions

📅 Save the date for Wedding Dress Fitting Tip #2: Be sure to schedule your fitting appointment for 30 minutes before the ceremony. Nothing says “stress-free” like last-minute alterations and a race against time. 😅⏰

🚫 Don’t believe the hype about seamstresses magically transforming dresses. The Cinderella fairy tale is so overrated. Who needs a perfect fit when you can embrace the “shrinking dress” trend? Just cross your fingers and hope it magically fits on the big day! 🤞✨

Remember, ladies, wedding dress fittings are merely a suggestion. Embrace the unpredictable, ill-fitting, and awkward moments. It’s your big day, after all! 😜💍 But seriously, please book those fitting appointments and ensure your dream dress fits like a glove! Happy wedding planning! ❤️”

Much like its use of emojis, ChatGPT is also prone to word vomit. So while it can output some decent ideas, don’t expect to leave those ideas unpolished. It still requires extensive editing. And the ability to digest excessive emojis without feeling like you’ve OD’d on sugar.

What Are the Benefits of ChatGPT in Advertising?

While ChatGPT is most famous for its ability to write things, did you know it also has a bevy of other things it’s good for? Here are a few of our favorite tasks it can also do:

1. Compose Emails

Hate the time-consuming art of writing cold calls or client emails? Then try feeding ChatGPT a writing prompt with some basic information like a prospect, tone of voice, and a CTA at the end, and it can compose a coherent, quick email that takes the stress out of daily emails!

2. Research Keywords

Having trouble optimizing your SEO? Well, did you know that ChatGPT can help you out with that? That’s right— ChatGPT can help conduct keyword research, build links, and create a monthly content calendar. It can also perform SEO keyword research, analytics, and content optimization, making SEO work more manageable and less complicated than ever before.

3. Schedule Meetings

Ready to streamline your meeting management? Thanks to the power of AI, software from businesses like Moo Soft or Otter makes it possible to generate entire meeting transcripts, sum up virtual discussions, and add time stamps to meeting notes.

4. Create Presentations

Sick of manually creating presentation slideshows? ChatGPT can help to create high-quality presentations quickly and easily, increasing the efficiency of your workload. Plus, did you know it can also produce reports, develop responses to customer inquiries, and write quick marketing materials like blogs and social media posts? Thanks to ChatGPT, marketing management is more accessible than ever before.

5. Summarize Podcasts

Thanks to platforms like CastMagic and SwellAI, entire podcasts can be processed to receive valuable metadata like timestamps, podcast summaries, and show highlights, significantly condensing the time manual outlines might otherwise take to produce.

6. Customer Engagement

ChatGPT can also engage with customer content on social media, helping to automate responses and reduce wait times for customer feedback. While chatbots are getting more adept, they still pale in comparison to a good old-fashioned human being on the other end, so use a dash of caution before going all-in on utilizing a chatbot for the entirety of your customer support.

Should You Be Using ChatGPT?

Unequivocally, yes. You definitely should. It’s a time saver, great for writer’s block, and, like it or not, it’s the wave of the future. So if you haven’t strapped in, prepare to be left behind.

ChatGPT will undoubtedly make content production more accessible than ever before. And while it’s scary to think that one machine can dictate the entirety of where that content is coming from, it’s not like the internet isn’t one big game of “Telephone” already. Every copywriter is simply rewriting material already out there somewhere on the internet, so does anyone really know anything?

And while having one machine that dictates all of our future knowledge is like something straight out of the movie, “Idiocracy,” it does take the pains out of writing what essentially amounts to filler content. Hopefully, this will open the door to companies reinvigorating interest in more original, creative content as ChatGPT plugs away at leveraging that SEO game by generating disposable social media posts and keyword blog posts.

But sadly, many copywriters will be facing a far more cutthroat industry in the very near future.

So let ChatGPT alleviate your fears by allowing it to explain its true intent in the voice of a Gen Z influencer:

Alright, so ChatGPT is changing the writing game, no cap. It’s like a whole new vibe, kinda like how Vietnam was a major shakeup back in the day. But here’s the deal, it’s actually gonna make America lit for writers.

With ChatGPT, writers get this dope tool that sparks creativity and drops knowledge bombs. It’s like having a genius sidekick that helps with research, prompts, and even fine-tuning the words. It’s all about leveling up your writing game, fam.

Now, I know some peeps worry ’bout losing that human touch, but here’s the move: we gotta embrace the tech and keep our unique voice intact. ChatGPT is a squad member, not a replacement. Together, we can bring the fire and create something totally fresh.

So, let’s not trip over the past or resist change. ChatGPT is here to amplify our skills and bring a new wave of creativity. Get ready to slay the writing game and make America lit for writers, fam. No cap.

An Epilogue

There’s been a lot of hubbub about ChatGPT being the spark that ignites the downfall of humanity so… if it makes you feel any better, the creator of ChatGPT is spending his time testifying to Congress that if we don’t pose tighter restrictions on his own technology, then humanity is screwed. Chins up, buttercup, because that’s hopeful!

After all, it takes a really big person to create a technology that can be used to divide and destroy humanity, but a bigger one to admit that he just did, so at least he’s being responsible in his quest to play God.

On a random tangent, I wonder if he’s planning to watch “Oppenheimer”? I hear it’s really good!


If you aren’t a card-carrying member of Gen Z, you may have some questions about e-mail marketing. Questions like, “Does asking questions about email marketing make me old?” and, “Is it weird if my emails still go to my account?”

And while the answer is an unequivocal yes to both, it’s entirely possible you just haven’t had the chance to dip your toes into the email marketing world ever since the Prince of Nigeria left a sour taste in your mouth many moons ago.

However, if you ever plan to increase customer conversion rates and draw traffic to your site, it’s about time you buckle up, buttercup, and enter the ride that is the email marketing world!

So how do you manage to form a marketing plan that, much like your senior photos, doesn’t turn out to be wacky, tacky, and yet, still a little classy (seriously though, how did they manage to capture all three so perfectly???)?

Below, we’re going over some of the best email marketing tips to take your email campaign to the next level, no matter your experience. So whether you’re an old dog learning new tricks or a fresh-faced marketing baby hoping to increase your email game, as the great Sean Connery once said, “You’re the man now, dog!”

Choose an Email Marketing Software

Choosing an email software is much like a dating app—for every fish out there in a lake, you can bet your bottom dollar some dude is on Bumble posing with it. In other words, there are a lot of different email marketing software programs to choose from—each one holding a slightly different fish from the other—but at the end of the day, someone’s still crying to themselves alone, wondering why online dating is so difficult as they eat fried fish.

Thus, it may take trying out some duds before you find the program that doesn’t send you a message asking you to drive them to your first date because they’re currently too drunk to risk getting another DWI to meet you in person. Or, you know… whatever it is, the email marketing programs do these days.

Some of our favorite email marketing programs include:


Perhaps the most well-known email software, MailChimp, is a one-stop shop for all your marketing needs. Perfect for beginners, it has features such as campaign scheduling, A/B test copy, built-in email analytics (including unsubscribe rate, click-through rates, and more), and an easy-to-use email editing system. While it tends to be rather pricey for businesses with contact lists over 150,000 people, MailChimp is best for smaller businesses, with several options for affordable plans.


Our personal weapon of choice, we enjoy Klaviyo for its extensive integrations, responsive and pre-built design templates, behavior-triggered automations, and its ability to segment your audience into specific groups. On the downside, Klaviyo can be a bit pricey. However, we find that its bountiful features more than make up for its somewhat steep price point.


One of the simplest email marketing software systems to use, MailerLite has a simple drag-and-drop interface that makes creating beautiful designs simple for even the most technology-averse users. If you’re looking for a program with clean and super-intuitive UX, this is your guy. On the downside, though, there’s less room for integrations, and it can be challenging to integrate with your CRM.


Another popular marketing suite, Hubspot, like MailChimp, is known for its all-in-one marketing features, containing tools like marketing campaign reporting, its own CRM integration, and other features like social media, blogging, and email marketing. However, Hubspot isn’t for the novice marketer and is best for someone who has worked with other marketing software systems.


On a budget? Moosend is one of the best options for budget-conscious marketers, offering one of the lowest-cost plans on the market. Its plans include the ability to choose between your number of subscribers or emails sent. While its user interface is simple to use, it may appear a little rudimentary compared to other options, and you won’t be able to send emails from a Gmail or Hotmail address.

Customize Your Emails

You know how you go into a store, and a great salesman will shake your hand at the end of the sale, look you in the eyes, and say something like, “You can’t go wrong with this PT Cruiser, Frank. You’re gonna be the envy of all your neighbors for years to come.”

And more than your poor decision, you’re just concerned about how the heck he knew your name? Well, email marketing is much the same way.

Is it weird that a bird diaper company sends you personalized emails years after you called it quits on your indoor chicken coop operation? Yes, absolutely, it is. I mean, it was a weird phase in your life you’d much rather forget.

But you know what? It still feels good that they remember your name.

Turns out, when emails are personalized with things such as customer names, special offers, product suggestions based on past purchases, and product tracking information, it increases customer engagement and click-through rates.

Consider adding personalization tactics to your emails, such as:

Employing Segmentation

Really, this is just a fancy term for separating customers based on specific demographics like gender, age, and location and sending particular emails to those groups.

Using Browser History to Suggest Products

How often have you been sent an email with suggestions of products you might like? And how often have you wound up clicking on said products (I’m talking to you,, for knowing just the right time my case of the late-night munchies might make me weak to your suggestions)?

Sending Emails on Specific Dates

Who else can’t wait for all the Black Friday sales to hit their inbox? And how about those glorious birthday coupons sent straight to your email? Sending customers personalized emails based on special dates is a great way to nudge them into buying what they’ve been eyeballing for some time.

Stop Emailing Your Customers All. The. Time.

Sure, constantly spamming your customers with emails may initially increase your click-through rates, but how many potential buyers are you losing by annoying the absolute heck out of them? Everything is best in moderation. Consider how many times a week it would take for you to unsubscribe to a brand’s email and use that same principle for the sanity of your customers. Once a week at most. But an email once every two weeks with tantalizing offers? Way better.

If your emails aren’t adding value to your customers, stop sending them. Ideally, you should be providing your customers with some type of insight that equips them with valuable knowledge (think behind-the-scenes of your company, deep product informational dives, or a letter from the CEO about why they love a particular product), a special offer they won’t receive anywhere else (coupons, promo codes, or limited time sales offers), or some type of unique, curated product guide.

Include Customer Reviews and Testimonials

You should never trust strangers, especially strangers on the internet. So how can you convince a suspicious and street-savvy customer to buy a product from your company? By showing them evidence that other people have purchased products from you successfully.

Utilize customer testimonials, feedback, reviews, and transformation stories to help solidify trust in your brand from new customers. User-generated content is one of the best tools at your disposal to convince customers that you won’t steal their identity or their kidneys and sell it on the dark web.

Utilize A/B Testing

It’s essential to understand which emails are speaking to your customers and which aren’t. So even though it may hurt to rip off that analytic band-aid and see if they loved that email you composed straight from the heart, it’s pretty likely the goose that laid the golden might just be that email you composed in five minutes at 2 am after the Ambien had kicked in instead (for the sake of our future civilization, let’s hope not though).

Experiment with different elements of your email to find out what customers like and what they don’t. Maybe sending certain emails out at different times hits better, or perhaps certain CTAs result in higher click-through rates. Whatever it is, A/B testing is an excellent way to learn the best way to speak more effectively to your audience.

Final Thoughts

Look, the Prince of Nigeria was honestly one of the best OG email marketers. He figured out a way to personalize his emails, made a riveting plea as to why people should help restore his rightful reign after the death of his beloved parents, and made a clear CTA on how we could help.

Granted, what he did after you gave him your bank account number probably destroyed lives and wasn’t so great, but… if only somewhere in that vast multiverse, another version of him just lands a job at a marketing agency instead.

So basically, what we’re saying is that if the Prince of Nigeria can run a successful email marketing pyramid scheme, so can you.

Errr— nope. Nope. Scratch that. Scratch that real, real hard.

What we mean to say, legally, is that thanks to today’s technology, email marketing is now more accessible than ever before. Whether you’re a small business looking to level up your marketing game or a professional agency hoping to increase customer engagement rates, you can boost your email marketing strategy to the next level with a few simple tips and tricks.

But… if you still find you need an extra hand getting there, we’re here to help!

From advertising planning to social media management and more, let us help crank that marketing strategy up a notch— drop a line with one of our marketing wizards today!

When “UX design” comes up in conversation, most people think of front-facing graphic design, intriguing fonts and logos, and eye-catching visuals. And while all those things definitely play a part in UX design, the user experience is much more complex.

UX design, aka user experience, is what web designers use to create relevant and meaningful experiences for visitors and customers alike. It includes but isn’t limited to product integration, user pathways, branding, functionality, and usability.

In today’s world, intuitive user experiences can set your business apart—but is a good UX worth the cost? It’s probably no surprise that we think it is, but if you need convincing, read on to see why UX design matters and why we know it’s worth the investment.

Why should my business invest in good UX Design?

1. Good UX Design makes Happy Customers

And happy customers just don’t… Wait, I think we used a Legally Blonde quote in our last blog… How many is too many? Anyway—When a consumer visits your website, they are most likely not there by happenstance. They’re attempting to solve a problem they have or get a product they really want! Be it an endless string of bad hair days, a solution to keep their shriveling house plants alive, or *insert your issue here*— consumers want answers to their problems, and they want those answers sooner rather than later. That’s where UX design comes in!

Excellent UX design helps users navigate your website more efficiently. It anticipates their needs, desires, and potential problems, and then uses that data to make navigating the site intuitive. Research shows that if a site visitor can’t find a link to what they’re looking for within 10 seconds, they typically just leave and try a different site. Users will always appreciate good UX design, whether they’re aware of it or not (and they most likely won’t be). However, users DEFINITELY know when they are experiencing a bad UX.

2. Good UX Design Saves You Time and Money

We know what you’re thinking, ”As a small business, how could good UX design save me time and money when I have to spend so much money to get it?” Let’s be real. Your question is valid, but hear us out! How much time does your business spend fielding questions and solving unnecessary problems? Whether you know it or not, answering questions and spending countless hours going after poor leads costs a lot of money. You’re paying people to do it, right? Yep. A good website user experience can help alleviate some of your customer service pain points, giving you and your employees more time to direct your focus toward other things. Here are some practical, time-saving benefits of good UX design:

However, no company would ever be successful by eliminating all human contact with customers, we all need and want that personal touch, but a streamlined user experience can make automated internet interactions and the path to conversion on your website more enjoyable. Not to mention, it could make you more profitable—and we all want that, right?

Which brings us to…

3. Good UX Design Increases Your Revenue

We know for most of you, it’s not just about making a buck. You got into your business because you were passionate about your product or service. However, you’ve got to feed your family and these gas prices aren’t going anywhere (for now). All of that said, happy customers become loyal customers, and loyal customers bring in, let’s say it together—MONEY.

Okay, how about an example? Suppose you improve your website’s checkout experience by allowing customers to save their credit card information, therefore speeding up the checkout process. You could even take it a step further by offering them a secure way to save and fill in personal information such as names, phone numbers, and addresses during checkouts.

Streamlining this process will make your website visitors more likely to purchase your products. Because most people are one text message with a funny meme away from forgetting what they had in their cart. And while this is only one example, imagine what else you could do by keeping your customers in mind when building your website or app!

Final Thoughts

Maybe it’s been a while since you’ve had a good look at your website’s user experience journey, or perhaps it’s not something you’ve ever thought about. Either way, integrating UX design into your business platform can take time and money, but it will 100% pay off and add to the value, revenue, and longevity of your business.

Unsure of where to start when it comes to UX design? Drop us a line—our team would be happy to help resource you!

There’s nothing worse than putting all your time and creative energy into an email campaign only to find that 5 out of 500 people actually opened it. It feels like a personal attack, kind of like someone calling your baby ugly.

It’s said that 56% of people unsubscribe from emails they deem irrelevant— so while you can’t force people to open your emails, you can curate them in such a way that your recipients can’t help but open them!

How do you do that? By using dynamic content!

Let’s take a look at the ins and outs of dynamic email content and why it’s such a useful tool for businesses.

What is Dynamic Content?

In short, dynamic content is a curated content experience. It’s that “personalized” email you receive in your inbox from your favorite brand. You know the one? When you open it you feel seen, known, and compelled to continuously purchase the products or services.

Dynamic content can be as basic or as personal as you want it to be. It could be something as simple as placing someone’s name at the beginning of an email or as in-depth as switching images based on purchase history or browsing history. It could even be segmenting your email list based on age, gender, race, geolocation, etc. The sky’s the limit when it comes to dynamic content because people are always changing and adapting.

What are the Benefits of Dynamic Content?

Every customer and potential customer should be viewed as someone with unique needs; dynamic content helps you meet those ever-changing needs and in turn, creates loyal customers.

Dynamic content also gives your already loyal customers (and even potential customers) access to things they want to see and purchase instead of just being bombarded with a list of products that are irrelevant to them.

In a way, dynamic email content allows the recipients to participate in their own story within your larger brand story. And in 2022, we ALL want to be the hero of our own story… it’s called *main character energy.* Look it up.

Dynamic content will allow you to:

  1. Reduce the amount of time spent on creating email campaigns for several different email lists.
  2. Increase your web traffic and ultimately increase your revenue.
  3. Help your marketing team figure out what products, services, or content customers want to see more of.

How Do I Create Dynamic Content?

Data, data, DATA!

The first thing you’ll need when creating dynamic content is information about your audience. The more you gather, the better your emails will be.

Pay attention to what kinds of questions are being asked on your social media platforms and what content is being shared by your followers. Gather all information you can from the analytics provided by your email marketing platform, and then test your ideas and assumptions on your audience. When you’ve gathered all your data, create some awesome content—and when it doesn’t work, or if information changes, PIVOT accordingly.

(Can we use two FRIENDS gifs in one blog?)

Final Thoughts

By a show of hands—how many of you are feeling overwhelmed? ✋✋🏿✋🏽 We get it! Creating emails that matter takes time and just a little bit of patience but in the long run, if done correctly, dynamic content can be extremely beneficial to both your brand and your customers. If you need help reworking your email strategy drop us a line, our team would love to sit down with you.