SEO Audit: sensiblemarketer.ca

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        "articleBody": "Some businesses start using Excel to manage their clients. Although Excel has a lot of great capabilities, there are other tools better suited to helping you manage your sales pipeline, track your clients, and a place for you to see all the touchpoints your team has with any given contact. These CRM tools often have free versions, which we recommend starting with if you’re not familiar with them. If you have used CRMs before, ensure you do an audit of your current state, what’s working, and your processes. If you’re looking for a list of tools, here are 10 that can get you started:  Salesforce Salesforce is one of the most beloved CRM solutions out there. Although typically used in larger organizations, if you are seeing fast growth in your company, this may be a preferred system to select for your small business as it will support your business in a huge way as you scale. They offer a more basic, out of the box package, called Salesforce Essentials. This includes easy set up, Sales Cloud Essentials and Service Cloud Essentials. HubSpot One of the more popular systems, HubSpot was built for larger enterprises but is super flexible to scale for smaller businesses. We love it because it’s built with the marketer in mind and can grow with you as needed. Forms, templates, online chat and marketing automation are all available. There is also a sales module, that allows you to track your leads and connect directly to your inbox. You can then sort your contacts into certain categories, allowing you to build marketing campaigns from there. The free version is a great starting place, and if you’re not thrilled, you can export all of your information to load into another CRM. Less Annoying CRM This is one of most basic and simple to use CRM systems. It’s perfect if you’re just getting started – they offer a free trial and their starter plan is cheap. One thing we like to see CRM systems have, is the ability to have more than 1 active pipeline per lead and we were surprised to see this functionality in such a basic system. Another bonus is that it’s mobile friendly and doesn’t require an app. Forecasting is a feature most CRMs have – but unfortunately this is one of the few where forecasting isn’t available. Freshsales Freshsales is easy to use and also very affordable. It’s ideal for companies who aren’t really sure what their CRM needs are. Use this to get started while you figure things out. Beware, it doesn’t come with an API or a lot of third party integrations if you’re looking to make your life a lot easier. Pipedrive Built for small businesses and easy to use, Pipedrive has some great mobile apps and web forms to collect leads. You can also have more than 1 pipeline per lead which we love seeing. It has all the standard features you would expect to see and is a great option at a great starting price. Their customer service isn’t as great or readily available as other providers are. PipelineDeals We love how customizable Pipeline’s deal is – they have over 220 custom data fields. It’s an easy-to-use system and works similar to excel, which many people are already comfortable with. Keep in mind, their third party integrations are quite limited. However, this is still a great, affordable option if you’re sticking to their starter package. If you need more than their starter package offers, we’d recommend looking at another provider. They offer a free trial so you can always check it out for yourself before committing.  Copper What’s really cool about Copper is their compatibility with all G suite products. If your business uses G Suite, Copper would be an easy integration for you. Loaded with productivity & collaboration tools like prioritization, goal setting, activity tracking, easy forecasting, VoIP calling and team activity management – it’s built for enterprises but adaptive and priced to any size. We also like that it has social network integration.  Nimble This is a great system for tracking and managing communications – including storage of communication history. Through PieSync, you can integrate with many common business apps such as Quickbooks, Google Apps, Office 365, Xero and more. You can add multiple pipelines per lead through their web-based interface. We recommend bypassing their basic plan as it doesn’t include standard features you would expect to have. However their Business plan is still great value!  Nutshell The coolest part about this CRM is its ability to adapt to your business sales model – whether that be outbound, inbound or relationship based. It’s super flexible and great for teamwork. You can choose from multiple view options to assist in improved pipeline management.  Insightly On the pricier side of the CRMs we’ve listed here, it’s also a little more complicated to use. However, it’s an all-in-one system, which includes email templates, email tracking and webforms for gathering leads. Their reports are very robust and it includes tools for project management and data gathering – huge plus!  We highly recommend hiring a consultant to ensure you end up with a system that supports the needs of your business and can help with adaptation and integration. It may cost a little more upfront, but will save you money in the long run. Often, we also find that the issue isn’t necessarily the tool, but rather the processes and the way people are adopting the tool. Ensure you have room for training and managing the transition to a CRM tool. If you need help, contact us to see how we can help you get the most out of a CRM tool and streamline your work.",
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        "articleBody": "New to Email Design? 6 Must-Know Tips for Graphic Designers        So, you’re new to designing for email. Grab some Kleenex, and button up because (some) email platforms perform like it’s the Dark Ages. Before we crush all your dreams, you can still design something different and fresh. But it’s essential for you to keep these 6 things in mind as you do.        1. Understand limitations first    Rule of thumb: don’t work in silos. Talk to your development team. Understand what limitations the email platform will put on you. How does this platform treat buttons? Colours? What does dark mode do to buttons or colours?     Talk to your Marketing Strategists to understand if Outlook is a concern or not—Outlook can be a huge pain, but if the majority of your audience is viewing your email in Gmail, you may not have to cater to it. You’ll have more flexibility if you’re not focused on Outlook, but it’s doable either way.        2. Your hero block is to your email what Boardwalk is to the MonopolyTM Board    The first content block in your email (hero block) needs to house your one key takeaway. Everyone—you, the copywriters, the strategists, the developers—need to utilize the prime real estate like your lives depend on it.    Your key message, main visual (assuming they haven’t turned off images in email settings… having fun yet?), and the most important call to action need to be front and centre. If they’re not, you’re wasting good real estate. When recipients open your email, your hero block is what will determine if they archive or keep scrolling.        3. Think mobile first    Desktop needs to come second. Your best bet is designing both mobile and desktop in tandem. Designing an entire email solely in desktop is certified self-sabotage. Don’t lose touch with how desktop translates into mobile—that’s where a lot of your audience will be viewing your email communications.        4. A contrast-checker is your friend    Wait… what? Sometimes, brands are designed without contrast considerations. Let’s say you’re designing an email for a B2B company with a brand palette chockful of fluorescent colours. Your target audience? People over 45 years of age, primarily using Outlook for email communications. Elements of your email like buttons and coloured headers will need to be tested with a contrast checker tool so that they won’t get lost for recipients. Use a tool like WebAIM to ensure that elements are visible against the background for everyone. Don’t let people miss those CTAs!        5. The use of Gestalt principles is a key ingredient    The Gestalt principles—the laws of human perception— are beginner design knowledge, but essential to keep in mind when designing emails. These principles guide how your recipients will see patterns and structure in design. Don’t ignore them!     Similarity: Objects that look similar are perceived as related. If you have 2 spots in your email where you’re sharing a helpful tip, use a similar design to create that connection.    Continuity: Our eyes follow lines and curves, linking elements smoothly. Even with different content blocks throughout your email, the whole thing should flow seamlessly.     Closure: Our brains naturally fill in gaps so that we see complete figures or patterns. Use this to your advantage—sometimes less is more.     Proximity: Things close together seem grouped. Maintain design proximity for content in your email that should be grouped.     Figure-ground: We automatically separate objects from their background to make sense of what we’re seeing. Backgrounds can be used to help elements stand out.         6. Padding works best in multiples of 4    Unsure of how much breathing room to put between elements? As a rule of thumb, use multiples of 4 px for UI design. Multiples of 8 can work too, but 4’s are your safest bet.    Why? Using multiples of 4 for setting coordinates or padding between elements will not only help designing be more straightforward, but it’ll also help your email look more polished. Emails are small and often viewed on mobile, but skip counting your 4’s while you design will make for a consistent and harmonious visual feel.    Here’s the long and the short of it: email design is full of possibilities, but without a game plan, things can get chaotic fast. These 6 tips will help you colour within the lines, without caging your emails in bland prison.     Want to level up your email marketing and take your design to the next level? Get in touch with our team today.            MONOPOLY is a trademark of Hasbro, INC",
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        "articleBody": "In 2020, marketers needed to adapt and pivot. Companies embracing Account Base Marketing (ABM) were able to make the necessary changes more quickly than most. Seven out of ten ABM marketers reported an improvement in relationships with B2B customers and 55% reported improvements in sales. The lessons learned during 2020 are shaping many of the ABM trends and ABM strategies for 2021. 5 ABM Marketing Trends for 2021 As marketers outline their ABM strategy for 2021, here are five account based marketing trends to consider.  Great personalizationB2B influencersOmnichannel communicationsSales teams taking the leadTactile marketing Greater Personalization Some companies are taking their ABM strategy to extreme levels of personalization. Here’s an example. A company targeting executives at T-Mobile for their business used social engineering to learn about the decision-makers. 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B2B Influencers Account based marketing users are also personalizing their approach in other ways. Using B2B influences has become an effective strategy. By partnering with thought leaders in various industries, companies can get featured in high-profile places that may be more likely to be seen by prospects. By partnering with experts in the target industry, you receive either an implied endorsement or an actual endorsement. Paid relationships, including affiliate networks, are increasing in 2021. Omnichannel Communications ABM marketers have adapted to the way B2B buyers are communicating. That requires the ability to communicate across multiple channels. Engaging leads may start with one-on-one communication, such as an email campaign, but marketers today are also leveraging other channels to magnify the impact. For example, companies are combining personalized emails with aggressive social media campaigns. One company went so far as to target individual prospects by tagging them on their social media and featuring company executives in their social campaigns. Most advertising and marketing works through reach and frequency. You must reach the right audience with the right message, but you also have to deliver the messaging often enough to grab an increased share of mind. AMB allows you to nurture prospects to improve the frequency and establish trust. By aligning their messaging across multiple channels, companies can improve the odds that prospects will see and remember their message. The right tech stack can bring together data points across all of your communication channels to track engagement and further personalize your marketing. Sales Teams Taking the Lead While sales teams have always played a role in the marketing arena to varying degrees, sales teams are now today playing an even more active role in ABM. Rather than relying on marketing teams for lead generation and ABM account selection, sales teams are choosing prospects for ABM targeting. This top-down approach helps create a better alignment between sales and marketing and closer interaction between teams to create the content and messaging. There’s often still a disconnect between sales and marketing. Despite focused efforts, only 7% of sales teams believe the leads they get from marketing are high-quality leads. Yet 85% of marketers believe their marketing strategy is effective. We’ve got work to do. Tactile Marketing Another B2B ABM trend that’s gaining traction in 2021 is the use of tactile marketing. What is tactile marketing, you might ask? It’s augmenting campaigns with things that can be touched or experienced and aid in memory and conversions. For example, a cybersecurity company used thermographic ink to drive home the point about how most IT threats go undetected. As part of the nurturing process, high-value prospects received a box and a blacklight flashlight. Only by using the flashlight could prospects say a message about how IT teams miss threats that they don’t see. 5 ABM Marketing Strategies for 2021 ITSMA, along with the ABM Leadership Alliance, surveyed more than 400 marketers at B2B tech and business service companies. Based on the results, they recommended five priorities for ABM marketers in 2021. Accelerate agileDeepen account insightStrengthen sales collaborationBuilding a blended strategyFocus on ROI Accelerate Agile If 2020 taught us anything, it was that we need to be able to shift prioritize quickly and pivot whenever necessary. In 2021, marketers must make agile a key part of their ABM strategy. The ability to shift focus and messaging is crucial in light of the continued disruption. Strategies will include: Testing of new tactics and strategiesShifting account priorities with coverage modelsUsing AMB to enter new markets and engage new buyers Deepen Account Insight In an uncertain environment, deep insight into accounts is more important than ever. It’s this insight that allows sales and marketing teams to shift priorities to remain aligned with their prospects’ business goals. Marketers will focus heavily on data-driven strategies: Account insightBuyer intentEngagementBusiness intelligence (BI)Predictive analytics Strengthen Sales Collaboration The best ABM programs have a strong collaboration between sales and marketing already. During the pandemic, both areas had to shift rapidly to working differently with prospects — both in messaging and communication. In 2021, collaboration adds emphasis on: Closely aligning the sales coverage model for revenue generation with ABM campaignsIncreased collaboration between marketing and salesSales taking the lead in identifying high-value prospects Building a Blended Strategy There are three types of ABM models that companies are commonly using: programmatic ABM, ABM Lite, and strategic ABM. The reason why people go after previous customers, is they know your brand and have experienced your offering (for better or for worse!). This means there’s less education you need to do on who you are and more on why they should come back. Programmatic ABM focuses on segmenting audiences and distributing marketing to a large group of prospects (one to many).ABM lite narrows the list of prospects to those most likely to convert (one to a few).Strategic ABM focuses on one-to-one accounts with highly personalized campaigns. All three types of ABM strategies can be effective, but the most successful marketers should create a blended strategy using elements of each type of ABM program. By balancing the depth of coverage across different groups of priority accounts, marketers can increase demand generation and drive accounts from programmatic to ABM lite to strategic. Focus on ROI Measuring the impact of your ABM campaigns and continuous optimization should be part of your best practices by now. However, your most important metric should be focused on ROI. While open rates, clickthrough rates, and engagement are important to know, it’s most important to understand how these metrics impact conversion rates. Best practices should include: Tracking through the entire B2B customer lifecycleAnalysis of metrics in relation to ROIRegular review and optimization Your ABM Strategy Every company and situation is unique, so your ABM strategy may be different than these. Whatever approach you take, know that your account-based marketing is crucial to achieving your revenue goals. 87% of account-based marketers say that ABM initiatives outperform every other marketing investment in their companies. If you could use a hand with your ABM Strategy or execution, ask us for a free consult to talk through your challenges and generate some ideas. Sensible Marketer is a full-service marketing agency. We help your business grow and keep your customer base. We use a current marketing practices and our years of experience to help you grow revenue and reduce churn. Contact us for a FREE consult today to help get started or optimize your marketing.",
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        "articleBody": "Brand Archetypes: The Secret Ingredient for a Knockout Brand Strategy        In today’s market, consumers want more than products—they want connections. Whether we realize it or not, buyers are looking for brands that get us, that spark something deep. Why do Red Bull fans feel ready for adventure? Why do Marvel movies inspire us with heroism and hope? It’s no accident. These brands leverage brand archetypes, a powerful strategy rooted in psychology, that can elevate a brand from ordinary to iconic.        What Are Brand Archetypes?    Brand archetypes are more than a catchy concept. Introduced by Carl Jung, these are universal symbols and personas that tap into our subconscious and help brands feel, well, more human. Think of them as a strategic framework of personas with purpose. They don’t just look good on paper—they connect with your audience on an emotional level, aligning with values and beliefs people already hold close. And they let you lean into your brand’s individual uniqueness while you’re at it.        Why Do They Work?    Archetypes resonate because they let brands speak to customers on a deeper, subconscious level, beyond product specs or features. By tapping into universal instincts, brands can tell stories that feel familiar and genuine. Converse, for instance, isn’t just selling sneakers—it’s selling a rebellious, individualist spirit through the Outlaw archetype. Similarly, Crayola isn’t just about crayons; it’s about creativity and play, aligning with the Creator archetype.        The 12 Brand Archetypes    There are 12 core archetypes, each with unique motivations and vibes. Here’s a snapshot:     The Innocent: Optimistic, pure, and focused on happiness. (e.g. Dove)    The Explorer: Free-spirited and adventurous.  (e.g. Patagonia)    The Hero: Courageous and focused on mastery.  (e.g. Gatorade)    The Caregiver: Nurturing and compassionate. (e.g Unicef)    The Outlaw: Rebellious and disruptive.  (e.g Harley Davidson)    The Lover: Intimate and passionate. (e.g Victoria Secret)    The Creator: Innovative and imaginative.  (e.g Lego)    The Jester: Humorous and playful.  (e.g M&Ms)    The Sage: Insightful and wise. (e.g TED)    The Magician: Transformative and visionary. (e.g Cirque du Soleil)    The Ruler: Powerful and commanding.  (e.g Rolex)                 Finding Your Brand’s Archetype    To match your brand to an archetype, start by looking inward. What values define you? What’s your mission? What makes you stand out? Think, too, about your audience. How do you want them to feel when they interact with your brand? With these insights, check out each archetype’s traits and see which one clicks. Once you’ve made a choice, let that archetype steer your brand’s messaging, visuals, and interactions.    Picking the right archetype is like having a fast pass at Disney World—the ultimate shortcut to defining brand design, voice, and strategy.    For small businesses that feel overwhelmed, we remind them that archetypes aren’t rigid rules—they’re more of a guide to help shape a consistent brand voice over time. Start small, test it out, and focus on consistency rather than perfection.    For solopreneurs, staying authentic is essential. As we’ve helped multiple business owners build their brands, we’ve found that if your personal style doesn’t quite align with an archetype, it can start to feel forced and even exhausting. Choose one that flows naturally with your personality, so the brand energy stays genuine. You and your business are closely intertwined, so you want to find that natural fit.        How Archetypes Power Up Your Brand Strategy    Archetypes help brands tell consistent, memorable stories that make an impact. They provide a framework to keep messaging on point, creating a clear, relatable personality that resonates. When customers see themselves in your story, your brand becomes more than just a product—it becomes part of their journey. That’s where the magic happens. Plus, reviewing your competitors through the lens of brand archetypes can help you differentiate your brand in the market so you can stand out with confidence.        Branding Touchpoints: Keeping It Consistent    A well-defined archetype serves as the foundation for consistent messaging across all branding touchpoints. Whether it’s your logo, social media posts, or even your packaging, sticking to your archetype ensures your brand remains distinct and instantly recognizable.     Take M&M's, for example. As the Jester, it brings humour and fun to every touchpoint, from TV ads to quirky social media posts to playful in-store displays and beyond.        Choosing Wisely: The Right Archetype For Your Brand    Picking an archetype isn’t a snap decision. It’s an in-depth process, where you’ll want to explore questions like:     Who are we as a brand?    Who do we want to serve?    What values define our mission?     What unique story do we want to tell?    What do we want people to feel when they encounter our brand?         For brands with global reach, consider how your archetype might be received across different cultures to ensure it aligns with local values and considers cultural nuances. Some archetypes, like the Rebel, have different levels of intensity that may vary in interpretation—think of it as finding the right level for the right audience.        A Word Of Caution…    Picking an archetype is not a fleeting decision. Once you choose an archetype, it should reflect who your brand really is. Avoid picking one that doesn’t quite fit or trying to juggle more than two—it can confuse your audience or water down your message. Choose wisely and never go for more than two, ideally one.        Wrapping It Up    Brand archetypes are more than just marketing tools—they’re the secret ingredient for brands that connect. Whether your brand is bold like the Outlaw, wise like the Sage, or courageous like the Hero, nailing your archetype can be a game-changer. It’s how you transform a transaction into a relationship, building trust and lasting loyalty.    Curious about your brand's archetype? Need help unveiling your brand's true character? Let us know—we’re here to help you discover the magic of brand storytelling.         Create Or Elevate My Brand         Sources:    Why can Brand Archetypes help you Focus on Your Brand Purpose    Your guide to brand archetypes: examples, what they mean & why they matter    Brand Archetypes – Ultimate Guide with Examples    Find Your Brand‘s Character: A Complete Guide to Brand Archetypes - Marketing Scoop     Find Your Brand‘s Character: A Complete Guide to Brand Archetypes    How the 12 Brand Archetypes Work and Can Help Your Business    Kaye Putnam - Brands That Resonate",
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