For all the think pieces out there proclaiming influencers are a dying breed, influencer marketing is unquestionably here to stay. Sixty-three percent of marketers plan on increasing their influencer marketing budget in the next year. If you’re considering an influencer marketing program, you’ll have plenty of options. On Instagram alone, there are an estimated 500,000 active influencers and platforms like TikTok are breeding an entirely new generation of influencers. The real challenge, however, lies in narrowing those options down and knowing how to find the right … [Read more...]

As the buying power of Gen Z grows, marketers at businesses of all sizes are searching for novel ways to connect with this audience and build lasting customer relationships.It'll come as no surprise that social media platforms are of the best ways to connect with this generation — which includes today's teenagers and those in their early 20's. But marketing to Gen Zers means much more than simply posting pretty pictures and memes.So what does it take to stand out and connect with this valuable audience in 2021?One brand that has mastered the art of marketing to Gen Z … [Read more...]

In today’s crowded social media landscape, social marketers know how challenging it can be to get their brand’s content to rise above the noise. Throw in the fact that many social media algorithms prioritize relevance over chronological order and social teams find themselves posting all kinds of content to see what sticks and what doesn’t. But trying to identify relevant content for multiple social networks all the time is exhausting. And, frankly, some days you just don’t have the time to create fresh social content from scratch. When it comes to social content … [Read more...]

The importance of your marketing messaging can’t be overstated. Because what you say (and how to say it) to your customers ultimately defines your brand. That said, businesses need to make sure that their messaging is flexible enough to evolve. Customers change. Industries pivot. By having a constant pulse on which messages perform best to your audience, your marketing is more likely to land with customers over time. And social media is arguably the best channel for doing exactly that. In this guide, we’ll highlight how to use social listening for marketing messaging … [Read more...]

Knowing your audience is a lesson from effective marketing 101. Businesses can better market and sell their product or service when they have a clear understanding of customers’ pain points, business needs, goals, constraints and concerns. Achieving that understanding can be challenging, especially when you’re selling to other businesses and their buyers. B2B buyers have a lot to consider on their path to purchase, and that path is not linear or simple. In fact, 77% of B2B buyers say their latest purchase was very complex or difficult. B2B buying is less about … [Read more...]

Marketing messaging matters. This is especially true in an era where standing out from the digital crowd is such a struggle. Think about how the average person is bombarded with hundreds of emails and thousands of social media posts per day. Memorable, meaningful messages are the ones that are going to resonate with your customers. And so you need to not only pay attention to what your brand says but how you say it. In this guide, you’ll learn the basics of effective messaging and how to make sure you’re speaking your target audience’s language. What is marketing … [Read more...]

If we can all agree on one thing, it’s that 2020 was a rollercoaster of a year.  Through all the ups and downs, brands wrestled with how they could—and should—pivot their marketing strategies to stay connected with their customers. What emerged for many was a new appreciation for the power of social media. Social data helps marketers stay on top of cultural trends and gain a deeper understanding of their audiences. Social listening provides real-time insights into consumers’ feelings, wants and needs in a way that no other marketing platform does. And in these … [Read more...]

Almost every business has an organizational hierarchy. Typically, the C-suite sits at the very top, followed by a vice president or senior executive with associates and interns at the bottom. Having this type of organizational order provides a clear line of authority and reporting. But an overly hierarchical culture gets in the way of content creativity—especially when it comes to social media. It feeds into the myth that only those with ‘senior’ or ‘executive’ in front of their titles have ideas worth listening to and those at the bottom have less experience, wisdom … [Read more...]

I’m excited to share that Sprout Social has been recognized as one of Glassdoor’s Best Places to Work in 2021 for the fourth year. Given everything that transpired in 2020, we are extremely proud to be recognized and grateful to our employees for this honor. Glassdoor determines this list of companies based solely on the input of employees who complete an anonymous company review about their job, work environment and employer on the platform. This year, we were included on the Employees’ Choice Award list for small and medium companies (those with less than 1,000 … [Read more...]

Do you know how your newest customers heard about your product or service? Maybe you have a general idea, like they saw an ad and clicked on it, or that someone told them about it. But what if they saw an ad multiple times across different platforms? Or it was a combination of newsletter information, social media posts, and word of mouth? Depending on how long your sales cycles and customer journeys are, attribution modeling can be the solution to all of these questions. Some companies only need a general idea of where their new customers come from while others need … [Read more...]