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Email Marketing: If You’re Not Nurturing, You’re Neglecting

Let’s Be Clear: A List Is Not a Strategy

You’ve got a CRM. Maybe even a few thousand contacts sitting inside it.
But here’s the uncomfortable truth: if you’re not actively nurturing those contacts, you’re not building a pipeline. You’re just hoarding names.

A CRM without strategy is just a spreadsheet with better branding. And an email list without engagement? That’s digital dust.

If you want to stay top of mind, shorten sales cycles, and drive repeat revenue, it starts with how you treat the people already in your system.

What CEOs Need to Know About Email Marketing in B2B

Email Is Not Dead. But Lazy Emails Are.

The B2B inbox is a battlefield. People are filtering faster, deleting quicker, and ignoring anything that feels generic or irrelevant.

But email still converts when it’s done right.
What does that mean?

Segmentation based on audience type and behavior
Messaging aligned to the buyer journey
Valuable content delivered consistently
Clear calls to action with measurable intent

If you’re blasting the same newsletter to clients, prospects, referral partners, and past leads, you’re not nurturing. You’re annoying.

The Real Role of a CRM

Your CRM isn’t just a digital Rolodex. It should be a living, breathing system that supports outreach, retention, and upselling.

At a Minimum, It Should Be:

Tracking contact behavior
Tagging leads by stage, industry, and source
Powering automated workflows
Feeding data back to your marketing team

If none of that is happening, it’s time to stop blaming the tool and start fixing the system.

4 Core Email Workflows You Actually Need

You don’t need 37 drip campaigns. You need the right workflows built around the actual lifecycle of your audience.

1. Prospect Nurture

Target: Cold and warm leads
Purpose: Educate, build trust, and surface intent
What to include: Pain point-focused content, lead magnets, case studies, and CTAs that offer value before asking for time

2. Client Upsell

Target: Existing clients
Purpose: Expand engagement and services
What to include: Service spotlights, product updates, client success stories, and links to book a call

3. Referral Partner Touchpoints

Target: Current and potential referral sources
Purpose: Stay top of mind
What to include: New wins, helpful resources, event invites, and reminders about mutual client fits

4. Former Clients

Target: Past clients and churned accounts
Purpose: Keep the door open
What to include: Team updates, industry trends, helpful content, and occasional value-based check-ins

Don’t Just Automate. Align.

Marketing automation isn’t magic. It’s only as effective as the strategy behind it.

If you’re automating the wrong message to the wrong list at the wrong time, you’re not saving time. You’re wasting it faster.

Make sure your emails are aligned with:

Real business goals
Specific segments
Timely needs
Measurable outcomes

Set-it-and-forget-it might sound efficient, but real growth requires oversight and iteration.

Metrics That Actually Matter

Let’s talk about what CEOs should pay attention to. Hint: It’s not open rates.

What You Should Watch:

Click-through rates (CTR)
Conversion rates
Reply rates
Workflow completion data
List health and engagement decay

Good email marketing drives behavior. Track what matters and ignore the vanity numbers.

Email Marketing Is a Retention Tool Disguised as Outreach

Most CEOs think of email as a top-of-funnel tool. It is. But it’s also your best bet at keeping clients engaged, expanding contracts, and staying connected to the people who already trust you.

If your email strategy ends after a lead signs, you’re leaving revenue on the table.

Final Word: Stop Ignoring Your List

You already paid to acquire the lead. Why would you let it sit untouched?

Your CRM should be your most powerful sales enablement tool. Your emails should warm up leads, re-engage clients, and keep your brand top of mind without a single cold call.

So ask yourself: Are you nurturing? Or are you neglecting?

July 21, 2025/by Digital Storyteller Team

News

The Ultimate Guide to B2B Marketing for Financial Services Companies

Download our Ultimate Guide to B2B Marketing for Financial Services Companies

Navigating the world of B2B marketing for financial service companies can be quite the challenge. Why? Because it takes more than just a hodgepodge of tools; it demands strategies that adapt to innovation and a cohesive system where all components work in sync to achieve success. In plain terms – everything from your website, social media posts, emails, and blogs must form a unified marketing strategy.

But don’t worry – we’re breaking down the system, component by component, to help you create a cohesive strategy (and we’re even including a downloadable content calendar… you’re welcome). Let’s dive in!

Website: The Core

Your website serves as the central hub where potential clients can learn about your financial services and the value you bring to the table. A user-friendly, informative website is essential for attracting and engaging your target audience.

Website Tips:

Optimize User Experience (UX): Ensure easy navigation, appealing design, and responsiveness across devices for an engaging user experience.

Clear Value Proposition: Communicate unique benefits concisely using visuals to address client challenges.

High-Quality Content: Feature informative blogs, whitepapers, and case studies to establish credibility and address audience pain points.

Strategic CTAs: Guide visitors with well-placed CTAs for actions like subscribing, consulting, or resource downloading.

Lead Capture: Use forms for valuable resources in exchange for contact details to build your email list.

Testimonials and Case Studies: Display client stories for trust and showcasing successful outcomes.

SEO Optimization: Improve visibility with keyword-optimized content for organic traffic. (but more on this later!)

Fast Loading Speed: Ensure quick loading by compressing images, minimizing plugins, and optimizing code.

Security Measures: Prioritize SSL certificates and regular updates for visitor confidence.

Analytics and Tracking: Implement Google Analytics to refine your strategy based on data.

What is the Best Platform for Websites? We Vote WordPress

WordPress is the ultimate choice for websites, catering to diverse needs from simple blogs to complex e-commerce setups. With clean code, SEO enhancement, robust community support, and easy scalability, it empowers you to create a responsive, budget-friendly, and user-centric online presence.

Social Media

Your social media presence is a powerful tool in your marketing arsenal. It serves a dual purpose: supporting your brand’s message and driving valuable traffic back to your website.

Platforms for Brand Awareness

Your profile, posts, and visuals should reflect your brand’s essence, forming a recognizable and memorable digital footprint.

Engaging Strategies

Your audience should not only pause to admire your posts but also feel compelled to interact, share, and engage. How do you achieve this? By tapping into their preferences, addressing their pain points, and crafting content that resonates on a personal level. Whether it’s a thought-provoking question that ignites discussions or a visually captivating infographic that simplifies complex concepts – your strategies should serve as a bridge that leads them from a casual scroll to a click that lands them on your website.

Effective Post Types

Let’s get practical. Here’s what works:

Informative Infographics: Decode financial jargon with visuals – you’re making complexity a breeze.

Expert Insights: Share nuggets of financial wisdom, from investing insights to tax tips.

Real Success Stories: Showcase your knack for turning financial challenges into triumphs.

Interactive Polls: Engage by asking their thoughts on financial trends – their opinions matter.

Quick Trivia: Sprinkle in interesting financial facts to keep things engaging.

Behind-the-Scenes: Offer a glimpse into your world – it humanizes your brand.

Remember, it’s a mix of entertainment and education. Make your social media a space where followers can learn, engage, and find value.

Emails: Campaigns, Engaging Subject Lines, and More

Referral Partner Campaigns:

Staying top of mind with the people who refer you business is probably the fastest way to see increased revenue. Your referral partners effectively walk you into deals with a 5star recommendation. Make sure you share updates, insights and new offerings with this demographic regularly. Share your one-pager, share your new-business wins and share team highlights to stay connected.

Client Nurture & Upsell:

Client nurture & upsell emails are a powerful tool to strengthen your relationships with existing clients. These emails focus on providing existing clients with a deeper look into all the services you provide. You would be amazed that your clients don’t know that you can offer services beyond the scope of work they receive. A strong client workflow ensures your existing clients do go elsewhere for a service you could provide them.

Prospect Emails:

Prospect emails are a tough vertical to master. These are the emails that get deleted, overlooked, and ignored in your own inbox. Finding strategies to get in the door through email marketing is the holy grail for marketers. Think about what your clients struggle with. What is the “inciting incident” in the drama of their lives that brought them to you? What problem can you solve for them? Now, be very clear on your subject lines. Let tehm know what value they’ll get by reading your email. Then be sure to add calls to action that will help you determine whether or not your message is resonating. Give something before you ask for something. Download this free forecaster template/ checklist for tax season/ how to walkthrough. Do not sell them something, give them something.

Former Clients – Stay in Touch:

While former clients may not be actively using your services at the moment, keeping them engaged ensures that your brand remains fresh in their minds. This opens the door to potential future opportunities, referrals, or even repeat business. A simple “hello” or periodic updates can go a long way in maintaining a positive relationship with your former clients. We like to put them on a newsletter list.

Newsletters: Connect, Educate, Inspire:

Oh, the dreaded newsletter. What will we say? Will they read it? Who has time for this? We like to say a newsletter should connect, inspire and educate. Here’s how:

Connect: Highlight your team, a client, an event or a case study. Connection is a human to human interaction. Share something that’s either fun or meaningful, not just your LI CV.

Inspire: Do you volunteer as a company? Sponsor a charity? Do you have a favorite quote or a book or podcast? Inspire people to see you as more than a vendor.

Educate: If you’re writing blogs that inform and solve problems, this part is easy! Pick a blog: highlight the major point it makes and add a link and teaser to the email.

Your monthly social posts highlighting the team, your website case studies, and your blog posts combined will give you all the content you could possibly need for your newsletter, making it easy to put together!

How to Write a Good Subject Line for Partners, Clients and Prospects

Crafting compelling email subject lines is essential for engaging partners, clients, and prospects. A well-crafted subject line can make the difference between your email being opened or ignored. Here are some tips for writing effective subject lines for each audience:

For Partners:

Personalize It: Use the partner’s name or company name to create a personalized touch.

Example: “Can you help us refer better clients to you, [Partner Name]?”

Highlight what YOU can do for THEM. You’re giving before asking and that’s important.

Example: “How would you like us to refer clients to you?”

Time-Sensitive Emails: Create urgency with time-bound opportunities.

Example: “Hi [Partner Name] did you get our invitation?” ← this strategy really only works if you are hosting an event.

For Clients:

Acknowledge Their Needs: Address their pain points or challenges directly.

Example: “When interest rates rise, here are 3 steps you can take to address your rising debt costs”

Results-Oriented: Highlight the outcomes or results they can expect from your services.

Example: “Profitability hacks – 2 easy steps”

Personal Touch: Mention any recent interactions or previous discussions to add a personal touch.

Example: “Great Meeting Last Week, [Client Name]! Here’s an overview of what we discussed”

For Prospects:

Curiosity-Piquing: Spark curiosity to encourage them to open the email.

Example: “Discover the Key to Financial Success…”

Benefit-Driven: Clearly state the value they will gain from opening the email.

Example: “How [Your Service] Can Transform Your Financial Future”

Beyond Words: Why Blogs are Important and How to Use AI to Help You Write Them

Blogs play a pivotal role in the success of your B2B financial services marketing strategy. Their multifaceted benefits encompass more than just providing information. For example, blogs can help your company:

Showcase Industry Authority (You Get to Prove That You Know What You’re Talking About!): In the world of financial services, establishing yourself as a trusted authority is paramount. Blogs create a space for you to demonstrate your industry expertise. This not only fosters credibility but also positions you as a go-to resource for valuable information.

Enhance Search Engine Visibility: Regular, high-quality blog posts with SEO-friendly keywords can significantly boost your website’s search engine ranking. As search engines recognize your website as a hub of relevant information, your online visibility improves, driving organic traffic and increasing the chances of lead generation.

Nurture and Engage Leads: Blogs are a versatile tool for lead nurturing. You can utilize AI-generated analytics to gain insights into which topics resonate most with your audience. This data-driven approach enables you to refine your content strategy, focusing on subjects that hold the greatest appeal and relevance.

Stay Current and Relevant (We’ll be real: No one Wants Your Last Blog Post to be Two Years Ago): The financial sector is in a constant state of evolution. Blogs allow you to stay abreast of industry shifts, regulatory updates, and emerging trends. By consistently delivering timely and insightful content, you position your brand as a thought leader that clients can rely on for up-to-date information.

Humanize Your Brand:. Sharing anecdotes, real-life experiences, and unique insights humanizes your brand, making it relatable and fostering stronger connections with your audience.

How to Use AI for Advanced Blog Writing

Incorporating AI technology into your blog writing process can help you to be more efficient, creative and precise. The danger of course with AI is – it’s a machine – it sounds like a machine, it thinks like a machine… So you have to help it… a lot. Here’s a step-by-step guide on how to effectively utilize AI in your blog writing strategy:

Videos turned into blogs:

Video is a powerful tool and, until the advent of ChatGPT, turning a transcript of a video into a well-written blog was a time-intensive task. If you’re making videos you’ll have 4 – 6 ready to go at a time. Once you’ve added subtitles and gotten a transcript that’s where AI can really help. ADd your transcript with very specific direction on tone, main ideas, and structure, and let the machine do the heavy listing for you. THe result: A good first draft with structure and main ideas that is unique to YOUR company because YOU made the video.

Topic Generation and Research:

AI-powered tools can assist in generating relevant and trending topics within the financial services industry. By analyzing data from various sources, these tools can identify popular subjects, emerging trends, and key keywords that resonate with your target audience.

Content Outline and Structure:

Begin by creating an outline for your blog using AI. These tools can help organize your thoughts and ensure a logical flow of ideas. By structuring your content beforehand, you’ll have a solid foundation to build upon.

Draft Creation:

AI-generated drafts are a powerful starting point. These drafts are based on language patterns and can mimic your writing style. Just remember to have a human edit and add content before you hit publish!

Grammar and Style Enhancement:

AI-powered grammar and style checkers can help refine your content. These tools identify grammatical errors, suggest sentence improvements, and ensure your writing is consistent with your brand’s voice and tone.

Keyword Optimization for SEO:

AI can suggest relevant keywords, analyze keyword density, and provide recommendations to improve your blog’s search engine visibility and ranking.

Combining These Components: How to Create a Content Calendar

Set Clear Objectives

Begin by defining your content calendar’s objectives, aligning them with your broader marketing goals. Determine how your content contributes to brand awareness, lead generation, or other key outcomes.

Establish Consistency

Consistency is king. Set a predictable content schedule—whether it’s daily, weekly, or monthly—to engage your audience and reinforce your brand presence.

Brainstorm and Plan

Gather your team for a focused brainstorming session. Generate content ideas that resonate with your target audience and are tailored to your company’s services.

Allocate Resources

Ensure your team is equipped to execute your plan. Assign tasks and responsibilities for each content piece.

Monitor, Analyze, and Adapt

Regularly review performance metrics, analyzing engagement rates and conversions. Use insights to refine your content strategy and focus on what works.

Free Template Download

To kick-start your content calendar, download our template:

Download Free Content Calendar Template

How Components Collaborate

Now that we’ve discussed each component, let’s break down how they all work together to create a successful strategy.

Blogs Fuel Social Engagement:

Blogs are the cornerstone of your content strategy, offering rich insights into financial topics. Extracting key points, you craft compelling social media posts. This entices curiosity, drives traffic, and elevates your brand’s stature.

Emails Amplify Blogs:

Emails nurture relationships and deliver value. Capitalize on new blogs by sending newsletters to subscribers. This maintains engagement, drives website visits, and fosters lasting trust.

Blogs Click Together for Ultimate Guides:

Over time, your blogs coalesce into comprehensive guides. Expertly curated, these guides become trusted references, showcasing your financial expertise and attracting organic traffic.

Unlocking Synergy: How Sales and Marketing Drive Success in Financial Services

Sales and Marketing: a Match Made in Heaven

We can’t talk about marketing without talking about sales. Why? An effective sales process can significantly benefit marketing efforts in several ways. Here are some key ways in which sales and marketing can work together to enhance overall business success:

Better Targeting: An organized sales process provides valuable feedback to marketing teams. Salespeople can convey information about the characteristics and behaviors of the most profitable customers. This data helps marketers refine their target audience and create more precise, personalized marketing campaigns.

Content Creation: A well-defined sales process highlights the key stages that prospects go through before making a purchase. Marketing teams can use this information to create content that aligns with each stage of the buyer’s journey. This ensures that prospects receive relevant content that addresses their needs and concerns at every step.

Lead Nurturing: Marketing generates leads, but not all leads are immediately ready to buy. An effective sales process includes lead nurturing strategies that keep potential customers engaged until they are ready to make a purchase. Marketing teams can develop and deliver nurturing content (e.g., email campaigns, webinars) in alignment with the sales process.

Message Consistency: A well-structured sales process helps ensure that the messaging used by sales and marketing teams is consistent. When marketing and sales are aligned on the key value propositions, benefits, and messaging, it creates a seamless customer experience and reinforces the company’s brand image.

Data and Analytics: Sales processes generate valuable data on customer interactions, conversion rates, and sales pipeline progression. Marketing teams can use this data to measure the effectiveness of their campaigns and strategies, allowing for data-driven decision-making and continuous improvement.

Feedback Loop: Regular communication between sales and marketing teams fosters a feedback loop. Sales teams can provide insights into which marketing materials and leads are most effective in converting prospects. This feedback informs marketing teams about what is working and what needs adjustments.

Customer Insights: Sales teams are on the front lines and gather firsthand insights into customer pain points, objections, and preferences. This information is invaluable for marketing teams to refine their messaging, product development, and overall strategy to better address customer needs.

Shortened Sales Cycles: An effective sales process can help identify and prioritize high-quality leads, reducing the time it takes to convert prospects into customers. This efficiency benefits marketing efforts by allowing them to focus on generating more leads and nurturing existing ones.

Improved ROI: By aligning sales and marketing efforts and optimizing the sales process, companies can ultimately improve their return on investment (ROI) for marketing initiatives. Marketing resources are better utilized, and sales efforts become more productive.

Scalability: When both sales and marketing teams are aligned and have a clear process in place, it becomes easier to scale operations. As the business grows, the synergy between sales and marketing allows for a smoother expansion into new markets or the introduction of new products and services.

Design: Why Brand Consistency Matters

Your brand is the ambassador for your company. How consistent is your look and feel from conference setups to social posts. Do you have old logos on PDFs? Does your sparkly new website match your business cards?

Design consistency can seem like gilding the lily to those who are not thinking holistically about brand presence but, trust us, it’s very important. Here are some rules to live by for your company’s branding from a visual perspective. Adhere to these to ensure you are perceived as being just as professional and expert as you actually are:

Color Pallette:

Make sure to check the brand colors so they match the original template (save correct hex #’s in your brand kit in Canva)
Don’t use more than 3 brand colors per page. (2 primary, 1 can be an accent color) This is not a circus.

Fonts:

Double check fonts from original templates to make sure you’re using the correct fonts
Don’t use more than two fonts per page. See #circus above

Photography Style:

Align photography with the website for the overall brand look/ feel (lighter, darker, overlaid, bright, landscape, people, etc. in images)
Use iStock for image consistency, create a “board” of photos.
Choose photos that have blank space or areas where text can live – don’t pick super busy images, clutter is hard on the end viewer.

Design Elements:

Pay attention to what branding elements are used ( circles, squares etc) and be consistent – not raised beveled buttons on a clean square post or design asset.
Don’t pick random icons, pay attention to line weight, style and color usage.

Typesetting –

Widows and orphans – Never leave a single word at the bottom of a paragraph if possible. (adjust font size/ box width to fix this).
Line Spacing – The gaps between sentences can be adjusted. 1.4 is the most comfortable space but can be shrunk to 1.2 or expanded to 1.8 to better fill space. (this can be adjusted depending on how much type there is)
Character Spacing – The space between letters can also be adjusted. (all caps should be spread out (tracking))

Layout / Spacing –

Negative Space – Leave room between elements so the page doesn’t look cluttered. Use boxes to measure distances between items to keep the spacing evenly distributed.
Padding – Make sure the padding / spacing is the same on all sides of the text box. 30PX is a good standard.
Hierarchy– The most important piece of information needs to be larger / bolded / higher up, to simplify the concept. These should be set online and referenced on all assets by H1, H2, H3 classes.

Logo Placement / Usage

Make sure the logo is always on the top most layer.
If using a dark overlay / use the white version of the logo for best contrast.
Pay attention to padding around the logo, there is designated safe space (usually one Capital letter’s width) around the logo to keep it readable.
Do not overlay the logo over a busy image, over a line or intersected with a text box.

Other B2B Marketing Tips for the Financial Services Industry:

Address Clients’ Challenges:

Focus on clients’ needs by adopting an educational approach. Listen, understand pain points, and offer valuable insights to aid informed decisions.

Ensure Communication Accuracy:

Prioritize accuracy. Research thoroughly, fact-check, and cite reputable sources. Build trust through credible and data-driven communication.

Utilize SEO Research:

Conduct SEO research for deeper client understanding. Identify keywords, explore common queries, and tailor content accordingly.

Consistency is Vital:

Maintain consistent content schedules across blogs, videos, and social media to foster client engagement and loyalty.

Harness Video Content:

Videos connect powerfully. Explain complex concepts, showcase services, and personalize messages for effective client resonance.

Smart Search Ad Strategy:

Prioritize organic ranking through SEO before heavy investments in search ads. Establish authority for sustainable results.

Consider YouTube Ads:

Cost-effective YouTube ads can broaden your audience reach, particularly for video-friendly content.

Equip for Quality Videos:

Invest in top-notch equipment for higher video production quality, enhancing brand perception.

Incorporate Captions:

Boost engagement by adding captions to videos, catering to diverse audiences including those without sound.

Track Calls with Precision:

Use call tracking software like CallRail to analyze campaign effectiveness and understand client preferences.

Share Expertise Freely:

Transparency pays off. Offer insights and tips openly to establish trust and position your brand as a credible authority.

Any Questions?

Download our Ultimate Guide to B2B Marketing for Financial Services Companies here (yes, you’ll want to check this out).

The goal of an outsourced digital marketing agency is to understand your business and your brand voice to then let the world know how awesome you are.

We start every engagement with a Brand Storytelling Session where we identify your unique brand voice. Then, our team uses bi-weekly client calls, and shared content calendars to make sure you know what’s happening.

We’ll bring you fresh ideas from our kick-a** creative team from a relationship built on trust. Because that’s the beauty of digital marketing.

For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.

July 14, 2025/by Digital Storyteller Team

Digital Marketing, News

15 Tips for Writing An Email People Will Actually Read And Reply To

Let’s cut to the chase: most emails suck. They get sent, forgotten, or—worse—ignored.

But there’s good news: writing emails that grab attention and spark responses is possible (it just takes a little more effort.) If you’re tired of seeing your emails collect dust in inboxes, these tips will help you write messages that not only get opened but also get a reply.

Let’s dive in.

Email Benchmarks: What Should You Aim For?

So, you’re sending emails. Great start. But what’s next? Are people actually opening them, or are they disappearing into the void of unread inboxes? Let’s check the stats.

According to Campaign Monitor, here’s what “average” looks like for all industries:

Average open rate: 17.92% (not bad, but let’s aim higher).
Average click-through rate: 2.69% (yes, this is normal).
Average unsubscribe rate: 0.17% (we’ll call that a win).
Average click-to-open rate: 14.10% (a solid “opened and mildly interested”).

These benchmarks are a helpful starting point, but they’re just that—a starting point.

Want to take it even further? Learn how to craft emails that don’t just sit in inboxes but actually get opened, read, re-read, and even replied to.

Keep reading to find out how.

1. Do Your Research

We get it—automation is tempting. But sending the same email to everyone on your list? That’s a missed opportunity. Take the time to learn about your audience and personalize your message. It works—Campaign Monitor reports that personalization boosts open rates by 26%.

So, how do you make it personal?

Start small by adding the recipient’s name.
Go a step further by offering helpful, relevant information. This might mean building buyer personas and crafting thoughtful, targeted content.

Want to take it even further? Dive into audience demographics and use that data to create dynamic, customized emails that truly resonate.

2. Work on Your Subject Line

The quickest way to boost your email open rate? Improve your subject lines. It’s a balancing act—make them interesting, but not over-the-top.

Here’s how to craft better subject lines:

Keep it clear and concise. Aim for about eight words, according to Retention Science.
Describe what’s inside. Give readers a reason to open your email in just a few words.
Use action words. Swap out excessive exclamation points and caps for verbs like “visit,” “get,” or “follow.”
Personalize it. Adding the recipient’s name can grab attention and make your email feel personal.

In short, keep it simple. The goal is to hook readers into opening, reading, and clicking through—without trying too hard.

3. Don’t Overlook the Preview Test

Most email clients show a preview of your email’s body text, giving you up to 60 characters to hook readers before they even open the email.

This is prime real estate, so make the most of it! Use it to give a quick, enticing glimpse of what’s inside. A strong preview can spark curiosity and increase your chances of getting the open. Think of it as the “teaser” for the content that follows – short, sweet, and attention-grabbing.

4. Make Your First Sentence Engaging

Once your email is opened, you’ve got just a couple of seconds to grab your reader’s attention. The first sentence is critical – it sets the tone and determines whether they’ll keep reading or move on.

Start with something that hooks them immediately. For example, “90% of marketers say this tool is a game-changer” or “Here’s how you can boost your ROI by 50%.” Offering stats or compelling statements can pique curiosity and make them want to know more.

Remember, your goal is to spark interest right from the start, so make that first sentence count!

5. Be Specific with What You’re Asking

No one likes uncertainty, especially when it comes to emails. With only a few seconds of your recipient’s attention, clarity is key. If your email’s purpose isn’t obvious right from the start, they’re less likely to engage.

So, if you need something – whether it’s feedback, a click, or a reply – be direct about it. Don’t beat around the bush. For example, instead of “Let us know your thoughts,” try “Click here to share your feedback.”

On the flip side, if your email is purely educational, avoid making any promises or giving the impression that there’s an immediate action required. Keeping things clear and to the point ensures your message hits home.

6. Keep Your Email as Short as Possible

It might be tempting to share everything, but remember: less is more. Your recipients likely don’t need every single detail. The goal is to get to the point quickly and keep the email concise.

If you need to convey important information, make sure it’s clear and direct. Skip the fluff and focus on what truly matters. A clean, straightforward email increases your chances of engagement without overwhelming your audience.

7. Skip the Small Talk

Small talk is a time-sucker. If it doesn’t add value or align with the message of your email, cut it. Your readers are scanning your email with one goal: to find the relevant content. If you bog them down with unnecessary words, they’ll tune out.

The purpose of your email is simple: engage, encourage action, and (hopefully) convert. Extra filler doesn’t help. Keep it sharp to keep your audience hooked.

8. Highlight the Most Important Parts

Formatting your email for easy reading is essential. Use headings to break up the content and draw attention to key points or calls to action (CTAs). Adding white space between sections helps the reader subconsciously identify what matters most. By visually guiding them, you make it easier for your recipients to digest the information and remember what’s important.

9. Make Your Links Friendly

Links in your email should be easy to find and compelling to click. Avoid vague text like “click here.” Instead, use anchor text that gives readers a reason to click—such as offering interesting facts or details followed by a link.

Pro-tip: CTA buttons are often more effective than hyperlinks at encouraging clicks.

10. Use Bullets to Make Your Email Easy to Scan

Bullet points are your friend. They make it easy for readers to scan and highlight essential information. They also add more white space to your email, making it more digestible. Use bullets for lists, such as software features or key points, to keep your content organized and readable.

11. Use the Word “You”

Speak directly to your audience by using “you.” This makes the email feel personal and relatable, positioning you as someone guiding them through important next steps. Using “you” creates a sense of connection, making your message feel more authentic—like it’s coming from a trusted friend or colleague.

12. Add Facts

Stop guessing—use facts and data. Give your subscribers something of value by backing up your claims with stats, research, or case studies. People like solid, interesting information. Just make sure to link to your sources so your credibility doesn’t come into question.

13. Add an Email Signature

Make your emails feel personal, and that includes a custom email signature. Let your readers know who’s behind the message. A good email signature should include:

Your name and contact details (keep it neat)
Your photo or company logo to build trust
Social media icons that link to your profiles for engagement
CTAs or promo banners with links to your latest content or offers

Use email signature generators like MySignature.io or Newoldstamp to build a signature that fits your brand. If you’re managing a team, these tools make it easy to standardize signatures across employees for brand consistency.

14. Consider Using Images

Images are fine—just keep them under 50 kB. People expect links, so make sure images are hyperlinked, and add alt text in case the image doesn’t load. A good image strategy can make your email pop.

15. Double-check Attachment Names

Be specific with file names—“document.pdf” is a no-go. Try something like “winter-sales-report.pdf” for clarity. And don’t forget to mention any attachments in the email body so your recipient knows exactly what they’re getting.

Wrapping Up

To create an email that grabs attention and sparks a response, think about what emails you’d personally want to read and engage with. Here’s a quick reminder of key tips:

Understand who your recipients are.
Craft a subject line that’s clear and under 10 words.
Hook your readers from the very first sentence.
Be specific—avoid ambiguity.
Skip small talk and stick to useful, relevant information.
Use headings, CTA links, or buttons to highlight key points.
Bullet points make content scannable and digestible.
Speak directly to your readers using “you.”
Match your tone and language to your audience.
Use a professional email signature to personalize your emails and promote your content.
Keep images small to avoid slow loading times.
Ensure attachment names are clear and relevant.

For more tips, check out our guide to email marketing that works.

Follow these tips, and you’ll see better engagement with your emails.

With that being said, however, we know cold emailing isn’t easy—which is why we’re here to help. Interested in learning more about how we help our clients? Read on to see how we shorten sales cycles for our clients (using email marketing and more!)

Interested in learning more? Check out our guide: Your Email Marketing Sucks… Here’s How to Fix It.

June 30, 2025/by Digital Storyteller Team

Content Marketing, Digital Marketing, News, Social Media

How to Leverage Your Business Using LinkedIn

person holding their phone at desk using linkedin application

LinkedIn is more than just a place for inspirational quotes and flexing your job experience… This platform—primarily used for professional networking and career development—is also a great place to leverage your business.

The best part? You don’t have to rely solely on paid advertising when it comes to LinkedIn! (That’s a win in our book). While organic marketing on LinkedIn takes more time and effort, the results are well worth the investment.

Interested in learning more? Here are our best tips on how to leverage your business using LinkedIn.

What is Organic LinkedIn Marketing?

First, what is organic LinkedIn marketing? Simply put, organic LinkedIn marketing is your ability to reach a desired target audience without using paid ads or marketing (i.e. no pay-per-click, also known as PPC).

Now, let’s dive into how to do it.

Connect with Individuals in Your Industry

When it comes to organic marketing, it’s absolutely essential that you have a social element driving your marketing efforts.

This means making connections with individuals who are in similar industries and/or positions (aka individuals who will actually care about the information you put out!)

Why? Your content will resonate even deeper with these connections.

So, how do you start building your network? The search bar on LinkedIn is a great tool that can help build connections. Using the search bar, you can search for:

People
Companies
Groups
Posts
And more!

Don’t Shy Away from Thought Leadership

LinkedIn is known for rewarding those who engage in thought leadership. But what is thought leadership? Thought leadership is defined as “the expression of ideas that demonstrate you have expertise in a particular field, area, or topic.”

Use your industry knowledge to your advantage; become a thought leader! This effort can have an even bigger impact if you’ve grown your social network intentionally as mentioned above (this means all the right people will see your awesome insights!)

Use Video Content to Your Advantage

We’ve said it a million times over… Video content is GOLDEN—especially in today’s day and age! Why? Video is a great attention grabber. Plus, it keeps things authentic and personable!

Think: Would you rather read 300 words on a page or watch a real person speak for one minute on camera? We’d choose the latter. So, use video content you have to your advantage on LinkedIn.

Interested in learning more? Read on in our article “Want to connect with your prospects? Use video.”

Don’t Be Afraid to Engage

You want people to engage with your content, right? So, don’t be afraid to do the same… Practice what you preach!

Next time you’re scrolling through LinkedIn, consider: Is there a piece of content that you think your audience would like? If so, share it and add some of your insights or thoughts in the caption. Have you enjoyed something that someone posted? Let them know in their comments!

Comments and reshares are a fantastic opportunity to showcase your own expertise while also getting your business’s name out there.

Use Hashtags

Just like any other form of social media, hashtags are a great tool you should be taking advantage of on LinkedIn. Using hashtags can increase your chances of showing up on someone’s feed as well as the ability to be found by search.

For example, in a piece on the importance of SEO and content marketing, hashtags might include #SEO #ContentMarketing #DigitalMarketing #Marketing and so on.

Let People Know You’re on LinkedIn

Shout it from the rooftops! People should know what social media platforms your business is on. Let people know that you’re on LinkedIn by cross-promoting it on your other profiles (i.e. Instagram, TikTok, Twitter, Facebook, Pinterest, etc).

Define and Maintain Your Brand Voice

Every brand has its own unique voice. At Digital Storyteller, we believe that each of our clients has a primary and secondary brand voice, split 90% to 10%. The 12 brand archetypes are as old as Greek tragedy (sadly, we can’t take credit for making them up…) and include:

The Innocent
Everyman
Hero
Outlaw
Explorer
Creator
Ruler
Magician
Lover
Caregiver
Jester
Sage

Want an example or two? Harley Davidson is a great example of an outlaw brand voice, whereas Disney is the magician archetype. An example of a ruler is Rolex; Chanel would be a lover.

Make sense? Not quite? Read on to learn more about our unique Brand Storytelling Sessions that we conduct to define brand voice.

Post Consistently

No one wants to follow an account that posts for Thanksgiving and then not again until Christmas. Make sure that you’re posting consistently to LinkedIn (and all of your social media platforms, for that matter!)

To reap the rewards of organic content marketing, you have to be consistent. At Digital Storyteller, we estimate that it takes between six to 12 months to see the results of organic marketing. This is why so many people today decide to go the paid route instead… They are impatient and in search of a quick fix.

Our best advice? Whether you’re posting once a day or once a week, create a content calendar and stick to it.

Don’t worry – We’ve made it easy for you. Click the link below to download our full content calendar template!

Download our FREE Content Calendar Template

Still feeling overwhelmed? Reach out to our team today! When you partner with Digital Storyteller, you gain access to an entire team of marketing experts at a fraction of the cost. Think content specialists, a client success manager, graphic design team, social media team, SEO specialists, and more!

Want to learn more about what a partnership looks like? Read on to learn what to expect when working with an outsourced digital marketing agency (including how much it costs!)

June 23, 2025/by Digital Storyteller Team

Content Marketing, Digital Marketing, News, SEO, Social Media, Website and Design

Top Seven Categories of Digital Marketing

How They Work Together

The world of digital marketing is constantly evolving. (We know you know this because we remind you of this in nearly every piece of content we push out!) There are, however, a handful of tried and true marketing efforts under the larger umbrella term of ‘digital marketing.’

Because let’s be honest, not all marketing efforts are created equal. Here we will discuss the top seven categories of digital marketing and how they work together. These seven categories of digital marketing are fundamental to the success of your business’s content marketing strategy.

So, let’s get started.

Content Marketing

First, what is content marketing? Content marketing is the bread and butter of what we do at Digital Storyteller.

Content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action,” as put by the Content Marketing Institute.

Today, the traditional sales pitch style of marketing is decreasing in value every day. Instead, content marketing approaches prospective clients by providing useful, relevant content to help solve problems or answer questions. Furthermore, content marketing aims to build trust with your prospective clients rather than simply complete a sale.

Effective content marketing utilizes the “creating and sharing [of] relevant articles, videos, podcasts, and other media.”

This type of marketing helps to establish expertise and increase brand awareness. The goal is to make sure your business is at the top of your prospect’s mind when the time to purchase a product or service comes.

Search Engine Optimization (SEO)

SEO is another crucial pillar in terms of your digital marketing strategy. SEO, in simple terms, is what allows your content to be found.

For our friends who love definitions, SEO, according to Moz, is “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.” SEO is how marketers tailor their content to appeal to search engines like Google, Yahoo!, and Bing.

For example, you might search ‘affordable chardonnay near me’ on Google. The way that Google then provides results based on your search is determined by SEO. SEO is the tool that tells Google, “Hey! This is what information my website has, this is what I’m talking about, and these are the types of people that would find my website interesting!”

One of our favorite SEO tools to use at Digital Storyteller is Semrush. Semrush is an online tool that collects research on your business’s SEO, pay-per-click (PPC), content, and social media efforts. It can also help you identify keywords you are currently ranking for or targeting.

If you didn’t know, information about ranking keywords is critical to making your way up the Google Search Engine Results Page (SERP).

For more on all things SEO, check out this article for 10 tips to maximize your SEO efforts, this article we wrote on why SEO is important, or one of our more recent articles on how to effectively combine SEO and content marketing!

Search Engine Marketing (SEM)

Parallel to SEO, we have SEM. You guessed it, another crucial piece of digital marketing.

SEM stands for Search Engine Marketing, which is, according to Optimizely, “a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs).”

In the past, SEM typically encompassed both organic and paid search. Today, however, it almost exclusively refers to paid search advertising.

SEM is “the act of using paid strategies to increase search visibility.” Every day, businesses pay big money for their ads to rank first on search engine results pages. Hint: You can tell when businesses are using SEM by the bold “Ad” text that accompanies a search result.

SEO, SEM, why so many acronyms?! While these two may seem like the same thing, they are actually quite different. Learn more about the difference between the two in this article.

Email Marketing

Email marketing is not dead. It has, however, become increasingly difficult to grab the attention of clients and prospects through their inboxes.

Email marketing, as defined by MailChimp, is “a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services.”

Email marketing can be used to promote your latest items and offers, or it can assist with lead generation, brand awareness, relationship building, and customer engagement.

The biggest challenge with email marketing is breaking through the noise. The best email marketing experts:

Craft compelling campaigns
Understand optimal audience outreach
And analyze customer interactions and data

Email marketing software companies, including HubSpot, Campaign Monitor, Constant Contact, and more, help perfect your email marketing campaigns by providing automated email workflow options as well as in-depth email marketing data (i.e. open rates and click-through rates).

Data Analytics

Marketing without data is merely speculation—a guessing game of what you hope will land with your prospects and clients.

At Digital Storyteller, we recognize that data is a crucial part of your digital marketing strategy. When it comes to our analyses, we use Google Analytics (primarily for website data), Semrush (for keyword analytics), and additionally Metricool (to look at social media performance).

Design and Website

As far as design goes, making sure your brand is consistent across all digital and print platforms helps clients and prospects recognize your brand immediately.

Contrary to popular belief, design—whether for marketing collateral, social media, or a website—is more than just pictures and drawings. Venture and Grow state, “Graphic design is the art of communication that requires creativity and a systematic plan to solve a problem or achieve specific objectives.”

So, what makes effective design in digital marketing?

Effective graphic design “highlight plans to discover what makes [content] genuinely stand out and get shared.”

Additionally, top-notch design helps:

Build trust
Increase brand awareness
Influence the customer decision-making process

Don’t underestimate this component’s power in your digital marketing strategy. After all, you could have amazing content that gets swept under the rug because of poor presentation.

Speaking of design, let’s take a moment to chat about your website. Your business’s site isn’t just an opportunity to showcase your branding and design. Whether or not your site is easy to navigate and structured properly has a huge influence on how (and IF) clients and prospects will interact with your brand.

So, take a minute to ask yourself these questions: Is my website easy to navigate? Is it nice to look at? Does it lead people on a journey to find out more about my business?

Of course, social media is a huge pillar in your digital marketing strategy. The platforms that you use (and that are essential to your digital marketing strategy) depend heavily on your target audience. Ask yourself where your prospects spend the most time, and where they are most likely to be influenced to trust a brand.

To learn which social platforms your business should be on, read our article “Financial Services Companies: Which Social Media Platforms Should You Be On?”

Social media marketing includes any content that is released via a business’s social media channels. When it comes to a business, however, it’s not all fun and games. Crafting the perfect social media marketing strategy to fit into your larger digital marketing strategy is more complicated than posting on your own Instagram or LinkedIn.

Social media marketing is integrated and strategic. It takes hard work. Everything that pushes to social media must mirror the messages that are used throughout your business.

Analytics are also crucial to your social media marketing.

This data can help you discover what types of posts do or don’t do well and why. With this data, social media marketers can better tailor their strategies for their business’s benefit.

Digital Storyteller is Here to Help

We know, there is a lot that goes into a successful digital marketing strategy. At Digital Storyteller, we like to think of your digital marketing strategy as a giant system of gears working together. Content is at the heart of this system and drives all of the marketing components like SEO, SEM, social media marketing, and so on.

The system would fail without each gear in place. So, how does your digital marketing strategy measure up? Read on to learn how to measure the success of your digital marketing strategy. You might be surprised by how your business is really doing.

June 9, 2025/by Digital Storyteller Team

Content Marketing, Digital Marketing, Financial Services Companies, News

What is the ROI for Organic Marketing

ROi for organic content marketing

May 16, 2025/by Digital Storyteller Team

News, Social Media

Paid vs. Organic Social Media: A Complete Guide

There are two types of marketing available to businesses today: paid marketing and organic marketing. Paid and organic social media are different tools that achieve varying end goals. That being said, it’s critical to understand the pros and cons of both. We introduce you to “Paid vs. Organic Social Media: A Complete Guide.”

What is Paid Social Media Marketing?

Unlike organic social media, paid social media is, well, exactly that, paid.

Paid social media marketing includes posting paid advertisements on social sites and paying to boost existing posts to reach a greater audience of viewers. For example, we’re sure you’ve received an Instagram ad or Facebook ad.

More recently, paid social marketing has increased as consumers have grown more comfortable with the experience of buying directly from their Instagram feeds, for example. Where ads may have once been seen as an annoyance or clogging one’s feed, the ability to target such specific audiences has become a foot in the door for successful paid advertising.

In fact, the best paid social media marketing likely means that at a first glance you didn’t even realize it was an ad! In cases like this, the business targeting you deserves a round of applause. Ads that come off naturally, and not salesy, are the goal when it comes to paid social media marketing.

Overall, paid social media advertising is best suited to target new audiences and convert them into clients. Paid social advertising is commonly used to accomplish the following:

Raise brand awareness (Why is this important? Click here!)
Attract new followers
Promote their newest deal, content, event, etc.
Generate leads
Drive conversions (including e-commerce sales)

While one option is to attract a new audience, reaching outside of your business’s typical bubble, most often, the best use of paid social media advertising is to target audiences that have already shown an interest in relevant topics.

For example, in running a paid ad campaign on Instagram, a recently opened vegan bakery might target local audiences that have recently liked or saved vegan recipes. They know, based on this audience’s previous behavior, that they would likely be interested in their vegan bakery.

To provide a further example… If someone were trying to attract Digital Storyteller, (or any of our employees for that matter!), they might show us an ad for a monthly wine or chardonnay subscription. Well… Because everyone knows we love ourselves a glass! Oh wow, you didn’t know that? Well, it’s time for you to check out our awesome Chardonnay Review series with Andrew Marr, Digital Storyteller’s Owner and CEO.

What is Organic Social Media Marketing?

In this case, organic doesn’t mean twice as expensive—thank goodness! However, your content WILL be healthier than your competition’s through the use of organic social media marketing. But first, what is it?

Organic social media marketing includes the ‘free’ content that your brand shares to your unique accounts. Well, free in terms of money. Organic content creation requires a great deal of time and effort.

The content that you include in your organic strategy may include blog posts, video, visual graphics, infographics, client testimonials, the list goes on. When your business shares organic content to your social media channels, you can assume that it will be seen by one of the following consumers:

Your existing followers
Your followers’ followers (should they choose to share it)
People following the hashtags or locations that you mention in your content

Why Should I Care?

As a business, organic social media marketing should be at the foundation of your digital marketing strategy. But why? “Because [organic marketing is] the best way to nurture a connection with your customers at scale.”

Businesses use organic social media tactics to establish their brand voice, build relationships, engage with prospects and clients, and provide stellar customer service.

Let’s dig a little deeper into each of these.

Establishing Brand Voice

Establishing your brand voice is ideally something you want to do before rolling out your organic social media marketing strategy. Your brand voice determines so much! Your brand voice is the distinct and consistent personality that your business takes on.

Coca-Cola, for example, has a great and clear brand voice. “The Coca-Cola voice is positive, friendly, and down-to-earth… On the market for over 130 years, [their voice’s] purpose [is] to evoke happiness. You can see polar bears, families getting together to have dinner (and a Coke) or friends dancing and smiling—in every marketing campaign you’ll see the concept of happy-life.”

Think about it this way, you probably talk to your Grandma a little differently than your best friend.

Inviting Grandma over for dinner might sound something like, “Hi, Grandma! I’d love it if you joined me for dinner at my house on Friday night at 7 pm” whereas making plans with your buddies might sound more like, “Hey man, wanna grab a pizza Friday?”

Although this example might not be exactly the case with everyone, you can understand the differentiation based on who you’re planning to address. Determining your brand voice works the same way. Identifying your brand voice should start with pinpointing WHO you’re targeting and go from there.

Lastly, making sure your brand voice aligns with your business’s values and goals is critical.

Build Relationships

Take a minute to think about those few Instagram accounts or select news pages you’ve always followed on social media. Chances are there have been other news outlets or Instagram accounts that pop up, however, the accounts that you’ve been following longer, you’re more likely to trust and support.

Establishing a following base with whom you can build a relationship is critical. Ideally, you want to become a source that your followers look forward to seeing content from.

Maybe you post a weekly #MarketingMonday video, or consistently share new inventive vegan recipes. Whatever the case, your organic social media content should be a resource that helps build relationships your followers are equally as invested in.

Engage with Clients and Prospects

Social media has changed the name of the game for marketers. While we once may not have been able to determine who we’re talking to and who actually views and appreciates our content, social media has provided the insight of every analyst’s dreams.

Growing your business’s organic social media presence and social network creates a platform for your consumers to engage with your brand. Whether it be getting feedback, growing relationships, or otherwise, having conversations with your audience through social media is key to ongoing organic growth.

Provide Customer Service

Stellar customer service is an important aspect of every business. Whether B2B or B2C, ensuring customer satisfaction is the backbone of a successful business. That being said, it can cause frustration when clients don’t know where to turn to gain the support they need to solve problems and answer questions.

Social media can help.

Social media, for many, is often the most reliable source of information. The public nature of social platforms makes them a quickly accessible way for clients or prospects to directly get in touch with a brand. When we’re busy planning a company retreat or Happy Hour for our team, chances are we check social media for reviews and photos.

Additionally, when clients or prospects have issues or challenges, many turn to social media to have their problems solved. Whether it be tweeting Chipotle for forgetting your guac or DMing Nordstrom about a delayed package, social media is the perfect platform for quick, easy problem-solving.

Why You Need to Implement Both Paid and Organic Social Media

While organic marketing has significant upsides and success factors, there are some notable flaws in pursuing a strictly organic strategy. Due to the ranking algorithms of social media platforms, not all of your content will be seen by all of your followers.

The recent decline in organic reach is due largely in part to the social platforms pushing to create a user experience that is both “meaningful” and “responsible.” The goal is to show followers more of what they like and want to see, which is determined by their ongoing engagement.

When a user likes, comments on, saves, or shares your posts, it tells the algorithms that they like that content. Based on their engagement, the platforms prioritize similar content with regards to content, hashtags, and accounts.

Getting your content to reach as many eyes as possible is the ultimate goal, and this is where paid social media tactics come in.

How to Implement Both Paid and Organic Social Media

In many cases, the best practice is to implement a strategy that combines both paid and organic social media efforts. Keep reading for a few tips to consider when making the decision of how best to incorporate both.

Promote Your Best Content

Not all of your posts need to be boosted and paid. Best practice is to identify your best, strongest organic content, then boost that.

You may decide to boost a specific post that’s focused on an upcoming launch or product update, but your most relevant post during a given timeline may just be a well-crafted organic post that appeals to your target audience and builds a positive relationship.

Optimize All Posts

Regardless of what you decide to boost, how often, and how much funding you allocate towards paid social media marketing, all of your posts should be properly optimized. Even a paid post can perform exceptionally well if it’s well optimized for your target audience.

Posts can be optimized in many different ways:

Utilizing relevant hashtags
SEO keywords in captions
Performing A/B testing on posts

Overall, optimization is key to ensuring the best possible performance of your content.

Use Your Organic Audience to Determine Your Paid Audience

We recommend building your organic audience before jumping into paid advertising. By analyzing your organic audience you can answer questions like: Who is looking at my posts? Where does my audience live? What is my audience interested in?

These questions can help tailor your content for the future to ensure that it’s best suited for both your existing audience and the audience members you’d like to earn.

In a perfect world, organic marketing would be everything. But in many cases, organic social media doesn’t provide the booming results many businesses strive for. That’s where paid is brought in.

Once your organic audience is identified, the goal is to continue growing your audience within that very same bucket. Paid social media is helpful in doing exactly that.

Measure Results Using Data Analysis

One of the most important aspects of both paid and organic social media marketing is to track your results. What’s performing and what’s not? What posts led to the great increase in profile visits? Which produced the greatest increase in new followers?

Paying close attention to the type of content that performs the best for your unique audience is critical as you continue to invest more time and money into ongoing content marketing. Social media channels collect an unreal amount of data from their users, much of which is available for review and analysis by marketers. Take advantage of it!

For more on how you can implement organic content creation to grab your clients’ attention, read on.

May 9, 2025/by Digital Storyteller Team

Digital Marketing, News

Top 10 B2B Marketing Trends to Watch in 2025

B2B marketing is changing fast, and companies are finding all kinds of new ways to reach clients and stand out.

The focus? Making marketing feel more personal and less like a hard sell. These shifts are all about connecting with people in smarter, more genuine ways—and they’re set to make a big impact in the next few years.

If you’re looking to keep your business ahead, here are ten trends worth watching.

1. Podcasts Are Booming in B2B

Podcasts are no longer just for entertainment—they’re now a big deal in B2B marketing too. With businesses like HubSpot seeing millions of downloads for their podcasts, it’s clear that companies are tuning in.

In fact, Edison Research reports that podcast listening has more than doubled since 2014. How can you use podcasts to get in front of B2B customers?

You have two options: create your own podcast or you can advertise on podcasts that your target customers listen to.

2. LinkedIn is Making a Comeback

People are doubling down on LinkedIn. Searches for “LinkedIn followers” have jumped 143%, and businesses are seeing its value for B2B marketing more than ever.

LinkedIn might not be the next TikTok or a one-size-fits-all platform like YouTube, but for B2B, it’s tough to beat. It’s the only major social network purely focused on work and business—meaning that your clients aren’t just “on” LinkedIn, they’re in the right mindset for professional content when they’re there.

Why the resurgence? First, LinkedIn has added new features to keep things fresh. Video posts, for example, give users a way to connect in a more dynamic, engaging format.

Another reason: LinkedIn’s organic reach is still strong. Posts here tend to get more visibility compared to platforms like Facebook or X (formerly Twitter), meaning content goes further with less effort.

3. Video Is Still on the Rise

A study found that 92% of marketers see video as essential for their marketing efforts—and it’s not hard to see why. Video is versatile and can reach B2B audiences in all kinds of ways, including:

YouTube videos
Facebook Live streams
Webinars (live and recorded)
LinkedIn videos
Explainer videos

There’s no one-size-fits-all approach for B2B video marketing. It really comes down to what your business offers and where your customers spend their time online.

Successful B2B companies often use video in multiple ways. For instance, Business Insider has built a strong presence on YouTube, reaching their audience with a steady stream of valuable content. The key takeaway? Try different formats to see what connects best with your audience.

4. Content Marketing Is Getting Competitive

Content marketing has been a staple of B2B marketing for years, but over the last few years, its popularity has really skyrocketed. That’s made the space more crowded and expensive.

According to the Content Marketing Institute, 56% of B2B marketing teams are investing more money into content creation. A big part of this budget is aimed at scaling up production, but a significant portion (36%, to be exact) is being spent on making sure their content stands out in a crowded market.

So, how can businesses create B2B content that actually drives traffic?

BuzzSumo recently analyzed 50,000 B2B articles and uncovered some important insights about what makes content successful. Their findings?

Evergreen topics tend to get more shares and keep performing better over time compared to trendy news items.
Content with specific headline phrases, like “The future of…” performed the best.
Long-form content (more than 1,000 words) got more backlinks, shares, and engagement than shorter pieces.

In short, the more relevant and detailed your content, the better it will perform.

5. AI Tools Are Boosting Ad Campaigns

Artificial intelligence is starting to change how B2B businesses run their PPC ad campaigns. Take Google’s “Smart Bidding” feature, for example. Over the past decade, search interest in Smart Bidding has surged by 3,700%.

Smart Bidding automates much of the work involved in managing a Google Ads campaign. By analyzing numerous variables simultaneously, it can often optimize ad spending more effectively than humans.

That said, human input remains essential. AI isn’t yet capable of crafting compelling ad copy or designing eye-catching creatives from scratch. However, as ad platforms continue to integrate AI into their offerings, more B2B businesses are likely to leverage this technology to enhance their PPC campaigns.

6. Chatbots Are Becoming Essential

Chatbots might’ve seemed like a trend when they first appeared, but they’ve clearly become a key tool in B2B marketing, especially for turning website visitors into leads and sales.

They’re now a common feature on many B2B websites.

Why? Because chatbots help with “the last mile” of marketing. Here’s how it works:

You’ve already brought someone to your website through a piece of content or an ad. They’re checking out your plans and pricing pages. But a lot of visitors still need that little “nudge” to take the next step.

Sure, you could hire a 24/7 support team to handle live chat, but that can get expensive.

This is where chatbots come in. While they may not act exactly like a human, they’re infinitely scalable. And thanks to AI, they learn and improve over time as they interact with site visitors.

For example, chatbots helped the B2B company SalesRabbit boost leads from their website by 50%.

But chatbots aren’t just for lead generation—they’re also great for supporting existing customers. Available 24/7, they enhance the customer experience, answering questions, handling account upgrades, and even assisting with retention marketing.

7. Marketing Automation Is Getting Simpler

Marketing automation has been a major trend in digital marketing over the past five years. Google searches for “marketing automation” have more than tripled in the last decade.

When implemented correctly, it can lead to higher email open rates, more clicks, and increased leads.

However, setting up marketing automation can be complex. In fact, 41% of B2B businesses report they’re not fully leveraging their marketing automation tools, and half are seeking more affordable alternatives.

This has led many B2B companies to turn to simpler, cost-effective funnel tools. These tools offer a streamlined approach to marketing automation. One notable example is ClickFunnels, which reported an annual recurring revenue of $160 million.

8. Repurposing Content Is Key

Creating new content constantly can be exhausting and expensive, so many B2B brands are finding ways to repurpose what they already have. Got a great blog post? Turn it into a LinkedIn article or a quick video. Repurposing helps you get more mileage from the content you create without reinventing the wheel every time.

9. Customer Personas Help You Target the Right People

Customer personas are crucial for any company’s marketing, but they’re especially important in B2B. They help you visualize the exact decision-maker you want to reach. This could be a CEO, a C-level executive, or the head of IT.

Creating a persona allows you to pinpoint the right person to target, choose the appropriate marketing platforms, craft messages that resonate, and write copy that appeals to that specific individual.

For instance, ShipBob tailors its messaging to appeal directly to its target customers—direct-to-consumer (DTC) eCommerce brands.

10. Storytelling Makes Brands Memorable

Storytelling marketing has become a big focus for B2B companies, with a 69% increase in interest over the last five years.

Traditionally, most B2B marketing focuses on product features and positioning your company as the best option. On paper, this makes sense—after all, the goal is to convince decision-makers that your product is the best choice.

But in reality, it’s not always that simple. Just like in B2C, B2B decisions aren’t made purely with logic. There’s a lot of emotion behind the choices, too. That’s why more and more B2B businesses are turning to storytelling to make their products stand out, be memorable, and ultimately close deals.

Take Salesforce, for example. They use storytelling to show how their CRM truly benefits customers, making the product feel human and relatable rather than just a set of features.

Another good example is Storybrand, a company that’s seen impressive growth by helping other businesses weave storytelling into their B2B marketing strategies.

Storytelling isn’t just a trend—it’s a proven way to connect with potential clients on a deeper level, creating lasting impressions that help businesses grow.

We are not new to storytelling—if you didn’t catch that from the name of our company. In fact, it’s what we do.

Looking for Help Navigating These Trends?

At Digital Storyteller, we specialize in helping businesses like yours implement cutting-edge digital marketing strategies. The goal of an outsourced digital marketing agency is to understand your business and brand voice, then share your story with the world.

Our creative team is here to bring fresh ideas to the table, building a relationship based on trust and collaboration. That’s the beauty of digital marketing—your success is our success.

For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.

May 5, 2025/by Digital Storyteller Team

Digital Marketing, News

Why the Best Marketing Doesn’t Feel Like Marketing

Think about the last time you bought something without feeling “sold to.” Maybe it was a software subscription that felt like the obvious solution rather than a forced sale. Or a business consultant whose insights were so valuable that hiring them was a no-brainer.

That’s great marketing. Not the kind that floods your inbox with “last chance” emails or cold calls you during lunch. The best marketing blends into your decision-making process by offering real value—educating, informing, and guiding rather than pushing.

In B2B, this is even more critical. Your audience is busy, skeptical, and bombarded with sales pitches. They don’t want to be sold—they want to be helped.

The Problem with Traditional, Pushy Marketing

If you’ve ever received a LinkedIn message that reads like a sales script, you know the struggle.

B2B buyers today are overloaded with marketing messages—most of which they ignore. Traditional marketing methods, like hard-sell emails or generic ads, often do more harm than good. Why?

You know the drill:

Endless cold emails → Deleted without opening.
Annoying pop-up ads → Blocked.
Webinars that are secretly 45-minute sales pitches → No, thank you.

People—especially B2B decision-makers—are way too smart for that. They can smell a sales pitch from a mile away, and if your strategy is all about the hard sell, guess what? They’re out.

Today’s buyers don’t want to be sold to—they want to be helped. They want insights, answers, and a brand they actually trust before they even consider working with you.

This is why marketing that doesn’t feel like marketing works so well.

But what exactly does this type of marketing look like? Let’s discuss.

What ‘Marketing That Doesn’t Feel Like Marketing’ Actually Looks Like

The best marketing doesn’t interrupt—it integrates. It doesn’t yell—it pulls you in.

Here’s what that looks like:

1. Content That Helps and Provides Value (Instead of Annoys)

People turn to Google long before they reach out to a salesperson. If your brand is providing helpful blogs, guides, or reports that solve real issues, you become the go-to expert.

Bad marketing: “Our software is the best! Schedule a demo now!”
Good marketing: “Here’s a free guide on streamlining your workflow—oh, and if you want a tool that does this for you, we have one.”

2. Storytelling That Makes People Care

B2B isn’t just business—it’s people making decisions for their companies. And people connect with stories, not sales jargon.

Tell real stories about real customers. Show how you helped them succeed. Make your brand feel human.

Bad marketing: “We help companies grow revenue by 37%.”
Good marketing: “Meet Sarah. She was drowning in spreadsheets. Now she spends Fridays on actual strategy instead of fixing errors. Here’s how.”

3. Thought Leadership That’s Actually Valuable

Want to sell without selling? Become the expert people trust.

Write LinkedIn posts people actually read. Run a webinar that delivers real value instead of being a disguised sales pitch. Share insights that help rather than just promote.

Bad marketing: “Join our webinar to learn why our product is the best.”
Good marketing: “Join our webinar where we break down real industry trends and strategies—no sales fluff.”

4. Word-of-Mouth That Feels Natural

People trust other people more than they trust ads. The best marketing happens when happy customers talk about you.

Encourage referrals. Feature real success stories. Make it easy for clients to recommend you.

Bad marketing: “We’re the top-rated solution in the industry!”
Good marketing: “Here’s how a real company used our product to solve a real problem.”

Brands That Get It Right

Some companies understand how to market without making it feel like marketing. They don’t push their products. They make people want to buy.

HubSpot: Their entire business runs on free, valuable content. By the time you need a CRM, you already trust them.
Slack: They never begged people to sign up. They made an easy-to-use product, and word-of-mouth did the rest.
Salesforce: Instead of just selling, they educate their audience with research, insights, and industry reports.
LinkedIn: People go there to learn, connect, and engage—along the way, they start using premium features without even thinking twice.

These brands don’t push. They create so much value that buying from them feels like the obvious next step.

How to Make Your Marketing Feel Less Like Marketing (But Still Drive Conversions)

If you want to sell without being just another sales-y brand, here’s how:

1. Stop Selling, Start Storytelling

Turn case studies into stories. Make testimonials worth reading. Show how customers win by working with you.

2. Educate First, Pitch Later

Offer valuable insights for free. Help solve problems before asking for anything in return. When people are ready to buy, they’ll remember you.

3. Focus on Conversations, Not Conversions

Talk with your audience, not at them. Engage on LinkedIn. Respond to comments. Ask questions. Build trust first—sales will follow.

4. Make It Easy for People to Talk About You

Encourage happy customers to share their experiences. Feature them in case studies. Make referrals easy and rewarding.

Final Notes

B2B buyers aren’t looking for more sales noise. They’re looking for real solutions from brands they trust.

The best marketing? It’s the kind that doesn’t feel like marketing at all. It’s the blog post that answers a burning question. The LinkedIn post that makes someone think, “That’s smart.” The case study that tells a real story instead of just listing stats.

Need help creating marketing that connects without the hard sell? Let’s talk.

April 19, 2025/by Digital Storyteller Team

News

How Long Does SEO Really Take?

So, you’re delving into the world of SEO. You’re optimizing keywords, refining internal linking, and meticulously structuring your website’s architecture. Now, you’re curious: How long until you see results? And what can you expect those results to look like?

The short answer: SEO results usually start trickling in after about six months. But, you’ll likely see the best results in about two years.

Why the long wait, you ask? Let’s delve into it.

Why Does SEO Take So Long?

Ever wondered why SEO seems like such a slow burn compared to other digital marketing tactics? Well, there are a few reasons behind the scenes that shed some light on this.

First off, let’s talk about Google. When it comes to SEO, Google’s the big player, and it takes its sweet time to find, crawl, and index pages on your website. So, even if you’re churning out top-notch content, Google needs a bit of time to catch up and recognize your efforts.

Then there’s the matter of implementing SEO best practices. It’s not just a matter of flipping a switch and voila! Your site is optimized. Nope, it takes time to sprinkle those keywords, optimize those meta tags, and tweak those headings across all your pages. Plus, you’ve got to prove to Google that you’re in it for the long haul by consistently updating and improving your site.

And let’s not forget about content creation. Sure, you want to flood your site with fresh, juicy content, but that takes time too. From brainstorming ideas to writing and editing, each piece of content requires its own little slice of time before it’s ready to hit the web.

So, while SEO might not deliver instant gratification like some other marketing tactics, remember: good things come to those who wait (and optimize).

SEO Progress Over Time: Insights from Real Data

Let’s examine the data to gain insight into the time it truly takes to see results from SEO efforts. Drawing from a study conducted by Neil Patel, we’ll explore the progress of websites actively engaged in SEO activities, which includes regularly publishing new content, optimizing code, increasing backlinks, and improving loading times, among other strategies.

The results?

In the first 6 months, they saw an increase in organic search traffic by 11.4%.
In the second 6 months, they saw an increase of 9.58% over the first 6 months.
And in the second year, they saw an increase of 49.4% on average over the 1st year.
In year 3 they saw an increase of 30.7% over year 2.
And in year 4 they saw additional growth of 13.5%.

Keep in mind this data is averaged out. But, it can give you a good idea of what to expect when you consistently contribute to an efficient SEO strategy.

SEO Growth Timeline: What to Expect

Not sure exactly what to expect when you decide to focus on SEO? Let’s take a look at a potential timeline.

Month 1-6: Building a Foundation

During the initial six months of actively focusing on SEO, you’ll be laying the groundwork for future growth. This period is characterized by research, planning, and technical optimizations to improve your website’s visibility and performance.

Research and Planning: Conduct in-depth research on your industry, target audience, and competitors. Identify relevant keywords and develop a strategic SEO plan.

Technical Optimization: Implement technical improvements to enhance website performance, including on-page optimizations, mobile responsiveness, and site speed enhancements.

Content Creation: Develop high-quality, keyword-rich content to address user intent and improve search visibility. Create a content calendar and consistently publish new content.

Link Building: Begin building a diverse backlink profile through guest posting, content promotion, and outreach efforts. Focus on acquiring high-quality, relevant backlinks to boost authority.

Year 1: Initial Growth

In the first year of actively focusing on SEO, you’ll start to see modest yet noticeable improvements in organic search traffic.

Increase in Organic Traffic: Expect to see an average increase of 11.4% in organic search traffic during the first six months. This growth reflects the initial impact of your SEO efforts as search engines begin to index and rank your optimized content.

Continued Optimization: Throughout the year, continue to refine your SEO strategies based on performance data and insights. Fine-tune keyword targeting, content quality, and user experience to maximize results.

Year 2: Accelerated Growth

By the second year, your SEO efforts should yield more significant results as your website gains traction and authority in search engine rankings.

Accelerated Traffic Growth: Experience a 9.58% increase in organic search traffic during the second six months, building upon the momentum from the first year. This growth demonstrates the compounding effects of ongoing optimization and content creation efforts.

Enhanced Visibility: With a solid foundation in place, your website’s visibility in search results will continue to improve, leading to higher rankings and increased organic traffic.

Focus on ROI: Shift your focus towards optimizing for conversions and ROI, aligning your SEO strategy with broader business objectives.

Year 3 and Beyond: Sustained Growth

In the third year and beyond, your SEO efforts will contribute to sustained growth and continued success in organic search.

Consistent Improvement: Experience a 49.4% increase in organic search traffic on average over the first year, demonstrating the long-term impact of effective SEO strategies. Focus on maintaining momentum and capitalizing on opportunities for further optimization.

Adaptation to Trends: Stay abreast of evolving SEO trends and algorithm updates to ensure your strategies remain effective. Continuously monitor performance metrics and adjust your approach as needed to stay ahead of the competition.

Long-Term Strategy: Embrace SEO as an ongoing process and invest in long-term strategies that prioritize sustainable growth and brand visibility.

By following this timeline and leveraging data-driven insights, you can set realistic expectations for SEO growth and achieve lasting success in organic search.

Now that we’ve covered the growth timeline and the key factors influencing it, let’s delve deeper into the specific elements that shape your SEO journey.

5 Factors That Affect Your SEO Timeline

Your goals, resources, strategy, competition, and website’s history all affect your SEO timeline.

Let’s explore each factor:

Goals

Your SEO objectives set the tone for your timeline. Whether you’re aiming for improved rankings, increased organic traffic, or higher conversion rates, each goal requires a different level of commitment and duration.

Resources

The amount of time, money, and expertise you invest in SEO significantly impacts your timeline. Adequate resources enable you to execute strategies effectively and expedite progress.

Strategy

A well-defined SEO strategy is paramount for success. From keyword research to content optimization and link building, each tactic plays a crucial role in shaping your timeline.

Competition

The level of competition within your industry influences the time it takes to achieve SEO results. In highly competitive niches, outpacing rivals and gaining prominence in search results demands extra time and effort.

Website History

The age and history of your website also play a pivotal role. New domains may require more time to establish authority and credibility, while older websites might need to address past SEO issues before witnessing significant improvements.

Understanding the factors influencing your SEO timeline provides valuable insight into your strategy. Now, let’s explore practical ways to expedite your SEO results and achieve your objectives more quickly.

4 Ways to Get SEO Results More Quickly

While SEO may require time to yield significant results, there are strategies you can employ to expedite your journey towards success. Here are four tips to help you get SEO results more quickly:

Focus on Low-Difficulty Keywords

Targeting low-difficulty keywords can lead to faster improvements in rankings. Utilize tools like Semrush’s Keyword Magic Tool to identify relevant keywords with lower keyword difficulty scores.

Tweak Pages in Positions 4-10

Pages ranking in positions 4-10 are already deemed relevant by Google. Making minor tweaks to these pages can lead to significant improvements in rankings and click-through rates.

Fix Technical SEO Errors

Conduct a comprehensive technical SEO audit to identify and resolve any issues that may be hindering your site’s performance in search results. Tools like Semrush’s Site Audit can help streamline this process.

Delete or Improve Unhelpful Content

Identify and remove or improve content that fails to meet users’ expectations. Focus on creating high-quality, informative content that resonates with your target audience.

Need a Little Help With Your SEO?

Feeling a bit overwhelmed by all this SEO talk? Don’t worry, you’re not alone. After all, if Google were easy, everyone would be ranking number one!

Enter Digital Storyteller.

Our outsourced digital marketing agency is here to help create content, optimize your site, and make you more relevant to search engines on all social fronts. To develop an organic content marketing strategy with the SEO you need to make your business thrive, reach out to our diverse team of marketing experts today!

April 11, 2025/by Digital Storyteller Team

News

Why Milikowsky Tax Law Trusts Digital Storyteller

John Milikowsky, founder of Milikowsky Tax Law, has worked with marketing agencies for years—but it wasn’t until he partnered with Digital Storyteller that he saw the results he was promised.

After cycling through agencies that reported inflated conversion numbers and underdelivered on actual qualified leads, John found that what his firm truly needed was not just traffic—it was clarity of message and alignment with the right audience.

That’s where Digital Storyteller delivered.

“For six years now, Digital Storyteller has helped us refine our messaging, improve our content strategy, and attract the right clients—people who understand our value and need our expertise.”

From simplifying complex legal services into compelling website copy to creating content that resonates with sophisticated business owners, Digital Storyteller helped transform how Milikowsky Tax Law shows up online.

John summed it up best: “They understand your business and know how to write a story that actually describes what you do.”

April 6, 2025/by Digital Storyteller Team

Content Marketing, Culture, Digital Marketing, News

How to Record a Great Zoom Testimonial

The cat’s out of the bag. Video is the hottest media source out there right now—and therefore, should be an integral part of your digital marketing strategy.

The challenge that many business owners face, however, is not having the bandwidth or the knowledge on how to record quality video without breaking the bank. (No, you don’t have to pay a professional videographer for three hours of in-person recording…)

If you want to connect with your prospects, you have to use video. So, how can you do it yourself? Here are some suggestions on how to get the most out of a video that is recorded over Zoom, in-person, or even on an iPhone:

The Set-Up

Lighting, sound, and positioning are important. Here are some valuable, simple tips regarding each element.

Make sure light comes from in front of you, not behind. A big window showcasing a garden behind you might serve as a lovely Zoom backdrop, but without lighting on your face, you’ll be washed out.
Give yourself some space around your head. Frame yourself from mid-bicep up with a hand’s width of headroom above your head.
Sit a little lower than the camera. There is a reason selfies are always up at a 45º angle—and while that’s a little extreme, a shot from below is rarely flattering.
Give yourself some depth of field. Leave room behind you, it’s visually more interesting than a blank wall a foot behind you.
When possible, forego the zoom background for something real. Unless you have piles of boxes or a messy bed, a real background looks better. Not going to work for you, we recommend one of these virtual zoom backgrounds. (Plus, they’re free!)
If you have a lavalier mic or a stationary mic, use it. If you don’t, make sure the birds chirping, car horns tooting, and leaf blower blowing in the background is as muted as possible.

The Attire

Dress to the nines! Well, not quite to the nines… But you should certainly look presentable!

The Trunk Club recommends that you choose your meeting wardrobe the same as you would for an in-person work meeting or job interview.

Dress and prepare yourself as you would if you were meeting a prospect for a 9:00 am meeting in the office.

Men, a collared shirt; ladies, a nice top. Do your hair and—if you choose—makeup.

What to Say in a Video Testimonial

This is where we find our clients get the most tripped up. Firstly, you want to showcase happy customers and success stories of yours. Why? You can build trust in a video testimonial by discussing your ideal client’s pain points and describing how your product or service helped them.

Here are a few examples of what to say in a video testimonial:

Start with your name, your company, and a brief description of what you do. For example: “Hi, I’m John Doe, founder of Awesome Company and we are a full-service Original Equipment Manufacturer located in Orange County, CA.”

State the “before.” “When we first met Brent at Innovative Capital, we had been looking for financing for a large equipment purchase to increase our manufacturing capacity in our Santa Ana Warehouse.”

State the problem.“We’d been to our regular business bank but, because of other debt and a sharp downturn in 2020 revenue, we were not able to secure the funds the old-fashioned way.”

Explain what the person you’re doing the video testimonial for offers. “We were referred to Innovative Capital by our Bank to help out. They said that Brent knew all about any kind of lending that you can think of.”

Tell the solution. “The whole process took about five weeks from the first meeting to funding. First, they got a ton of information about the company, historical and projected data, and put together a package that he was able to bring to a number of different lending institutions and funds… We couldn’t believe it when he came back with four options each with varying terms and rates after just 10 days.”

Explain how the solution helped you. “Without his help we would have spent countless hours going to banks, jumping through hoops only to get a loan that we couldn’t possibly benchmark against other offers. Brent helped us review the terms and rates and choose the funding source that suited our needs best.”

Share the final result—how did it impact your life and/or business? “We probably saved the business by getting this done so fast.”

How Long Should a Video Testimonial Be?

No more than three minutes. We believe 90 seconds is best!

Final Tips for Recording Your Video Testimonial

Know what you’re going to say but do NOT write a script. Actors spend a lifetime getting really good at seeming natural while saying memorized lines. The truth is, you will not seem natural and, since this is a genuine message, authenticity is important.
Make notes, don’t write a script. It’s OK to look down, but do not look off of the screen where your camera sits.
Talk to someone specific.
Don’t look at yourself in the camera. We can tell when people are looking at themselves.
It doesn’t have to be perfect. Don’t record a ton of takes. If you stumble, that’s OK. That’s how people talk in real life (and we want you to come off like a real person, not a perfect, shiny robot!)
It’s not that deep. It shouldn’t hurt, take forever, or be super stressful.
Have fun! Tell a short story and say thank you. Know that video helps people connect with businesses by increasing trust and reducing stranger danger.
BEWARE OF THE BAD CAMERA ANGLE… Here, our kick*ss Founder and Chief Creative Officer, Amanda Rogers, is here to demonstrate…

A Final Word

There you have it! All of the tools to set yourself up for success when recording a Zoom testimonial for prospective customers to view. Interested in learning more? Read on to hear about the variety of different video types available for your business to record.

March 28, 2025/by Digital Storyteller Team

Digital Marketing, News, Social Media

Top 5 Things You Should Be Doing on Social Media as a B2B Business

We’ll be honest: you need social media to survive in business today. But here’s the thing—just having a profile doesn’t automatically translate to results. If you’re wondering why your social media presence isn’t moving the needle, you’re not alone. It’s time to stop guessing and start taking action with purpose.

Here are the top 5 things you should be doing to actually make social media work for you.

1. Follow and Actually Engage with Your Clients’ Company Pages and Personal Profiles on LinkedIn

Following your clients’ company pages and personal profiles on LinkedIn isn’t enough. Yeah, sure, you’ve clicked that “follow” button, but what now? It’s time to actually engage. Not just passively scroll through their updates like some kind of LinkedIn lurker, but really show up. Like their posts, drop a thoughtful comment, share their articles, and start meaningful conversations.

Listen, when you engage with clients and their stakeholders online, you’re showing them that you care. You’re not just some faceless company that does business with them—you’re a partner. By engaging consistently, you’re also staying on their radar and proving that you’re more than just a name on a contract.

Not sure where to start with LinkedIn? Check out our Guide to LinkedIn, right here.

2. Get Specific About What You Do

There’s this misconception that being super vague about your services is a good strategy, but it’s not. If you want people to actually understand what you do, you need to get specific. No one’s going to guess what you offer by skimming your LinkedIn bio. Make sure you’re crystal clear about your niche, and if they’re interested, they’ll know exactly how you can help them.

You’re not going to alienate people by being specific—what you’re doing is filtering out the people who aren’t a good fit, while helping those who are a perfect match know that you’re the person (or company) they need to connect with.

So, what does that mean? Don’t just say “We provide digital solutions.” No. Instead, say something like, “We help mid-sized B2B businesses automate their sales processes to improve lead conversion rates by 25%.” Now that sounds like something worth talking about, right? Specificity is your friend.

3. Use Video—With Captions (Seriously)

By now, you’ve heard it a thousand times—video is king. But there’s a secret ingredient you’ve got to add: captions. Why? Because most people are scrolling through their feeds in public or at work with their sound off. So, guess what? If you’re not adding captions, you’re basically sending your video into the void.

But it’s not just about adding captions for accessibility. It’s about ensuring that your message is still getting across, whether or not the sound is on. Plus, captions can make your video more engaging, especially on platforms like LinkedIn and Instagram, where people scroll fast and expect to grasp the main point in seconds.

Here’s the truth: people are watching, not listening. So make your videos eye-catching, get to the point quickly, and use captions to keep them engaged. The goal is to keep viewers from scrolling right past your content.

4. Be Professional, But Keep It On Brand

It’s important to show that your business is made up of real people. Social media is a great place to let your team’s personality shine—just be mindful of where you draw the line. Share behind-the-scenes moments, highlight team achievements, or give a glimpse into the work culture that makes your company unique.

But here’s the key: Don’t overdo it. No one needs to see your company’s entire retreat in Cancun, or your CEO celebrating with a margarita on a boozy boat ride. Keep it professional and purposeful. Social media is a great way to humanize your brand, but remember, you’re still here to showcase your expertise, not to become the subject of a reality TV show.

Find a balance between fun and professionalism where your audience can connect with your team on a personal level, without losing sight of what you do best.

5. Keep Your Content Consistent and Value-Driven

Consistency is key, not just in your posting schedule but in the value you provide. Make sure your content consistently aligns with the interests and needs of your audience. It’s easy to get distracted by trends, but your followers are looking for valuable, relevant insights that they can apply to their business.

Whether it’s sharing industry news, offering tips and best practices, or showcasing case studies that highlight your expertise, always aim to deliver something your audience can learn from. Think of it this way: you’re not just filling up your social media calendar—you’re building trust and positioning your business as a thought leader.

Consistency also means staying true to your brand voice and values. If your company stands for integrity, make sure that’s reflected in everything you post. Your followers should know what to expect from you every time they engage with your content.

Any Questions?

The goal of an outsourced digital marketing agency is to understand your business and your brand voice to then let the world know how awesome you are.

We’ll bring you fresh ideas from our kick-a** creative team from a relationship built on trust. Because that’s the beauty of digital marketing.

For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.

March 23, 2025/by Digital Storyteller Team

Digital Marketing, News, Social Media

Top Social Media Mistakes You’re Probably Making

Let’s face it: social media can be tricky, especially for B2B businesses. It’s easy to feel overwhelmed, unsure of what’s working, or worse, unknowingly fall into bad habits that do more harm than good.

Don’t worry—we’ve got your back. Let’s break down the common mistakes and help you steer clear of them.

1. Inconsistent Posting

If your posting schedule looks like a “when I feel like it” situation, we’ve got a problem. Showing up on social media once in a while and expecting engagement is like hitting the gym once a month and wondering why you don’t have abs. Consistency is key, folks.

Consistency builds trust, and trust builds engagement. But don’t confuse “posting regularly” with “spamming people’s feeds”—nobody wants to see your brand six times a day (seriously, don’t be that account). Instead, focus on posting content that’s relevant, valuable, and tailored to your audience.

LinkedIn isn’t TikTok, so leave the dance challenges behind.

Pro tip: Get a content calendar. Tools like Buffer or Hootsuite can save you from those “Oops, I forgot to post this week” moments. Bonus: We’ve got a Guide to Scheduling Tools, right here.

2. Overloading on Hashtags

But if your posts look like a #spilled #scrabble #board, you’re doing it wrong. Did you know Instagram is phasing out the “follow hashtags” feature? Probably because no one actually follows hashtags. Do you? Yeah, we didn’t think so.

Focus on a few targeted hashtags that make sense for your industry. For example, if you’re a SaaS company, stick to #SmallBizTips or #B2BSolutions. Leave the #YOLO and #Blessed for personal accounts. (Or better yet, leave them in 2014 where they belong.)

Quality over quantity, always. No one wants to read a caption that’s half hashtags.

3. Super Long, Tall Infographics

Infographics are meant to make information digestible, not give your audience a scrolling marathon. If your graphic feels longer than a CVS receipt, it’s time to simplify. People have short attention spans—keep your visuals clear, concise, and to the point.

We’ve been there, too. Take this infographic we made a few years ago—it’s a little… ambitious. Let’s just say it could’ve done with fewer words and less scrolling. Lesson learned.

Pro tip: Break giant infographics into a series of carousel posts. Not only is it easier for your audience to follow, but it also gives you multiple pieces of content to post. Win-win!

See the difference? Compare these first few slides to the old version:

Much better, right? It captures attention without making your audience work for it.

4. Oversharing on LinkedIn

LinkedIn is not Facebook. Say it with me: LinkedIn is not Facebook. Yes, it’s great to show personality, but oversharing about your personal life—like your divorce or your cat’s health scare—is not what people signed up for. (Unless it’s me, because I secretly live for drama. But most people? Hard pass.)

That said, a little personality can go a long way. Share stories that resonate with your audience and tie back to your business values or lessons learned. Keep it professional yet relatable.

Remember: LinkedIn is where people look for value, not drama.

5. Mistaking Spam Followers for Real Engagement

Follower count can be deceiving. If you’re benchmarking your success against accounts with 20K followers, make sure they’re legit. Bots, fake accounts, and spam followers might inflate numbers, but they won’t engage, buy, or share your content.

Having 800 real, engaged followers is worth way more than 20,000 fakes. Real followers comment, share, and actually care about your content. Build relationships, not just numbers.

6. Wasting Time on X (Twitter)

Unless your target audience consists of journalists, politicians, or people who are weirdly into celebrity feuds, Twitter—sorry, X— might not be worth your time. We have to admit: for most B2B businesses, X isn’t the powerhouse platform it used to be.

So, why bother? There are platforms that are far more conducive to reaching the audience you actually care about, like LinkedIn or Instagram, where professionals are actively engaging, networking, and sharing valuable content.

Instead: Redirect your precious time and energy into creating thought-provoking, share-worthy posts on LinkedIn. Engage with people who actually want to hear from you. It’s a far better investment of your time than trying to stand out in the noise on X. Trust us, your followers will thank you.

OK, Now You Know What Not to Do…

Avoiding these mistakes is a solid first step in leveling up your social media game. But we’re not leaving you hanging. We’ve got the answers to the burning question: “What should I actually be doing on social media to make it work for my B2B business?”

Good news: we’ve got a guide for that too.

Click here for the Top XX Things You Should Be Doing on Social Media as a B2B Business.

Any Questions?

The goal of an outsourced digital marketing agency is to understand your business and your brand voice to then let the world know how awesome you are.

We’ll bring you fresh ideas from our kick-a** creative team from a relationship built on trust. Because that’s the beauty of digital marketing.

For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.

March 16, 2025/by Digital Storyteller Team

News

15 Essential Questions to Ask Your Web Developer

Your website is often the first impression your customers or clients have of your brand, and we all know how important first impressions can be. But it’s not just about having a site that looks good—it’s about ensuring everything runs smoothly, is optimized for search engines, and delivers a top-notch user experience.

Feeling a bit overwhelmed? That’s where your web developer or manager comes in. Asking the right questions can make all the difference.

Here are 15 thoughtful questions to help ensure your website is performing at its best. Let’s dive in.

1. Have You Checked the Entire Site for Broken Links?

Broken links are more than an annoyance; they damage your credibility and can negatively affect your SEO. Regularly clicking through your website ensures everything leads to the right place. You can also use tools like Google Search Console or Broken Link Checker to make this process faster and more thorough.

Why it matters:

Visitors lose trust when they hit dead links.
Google may penalize you for poor user experience.

Pro Tip: Keep a list of key external links and update them quarterly to avoid surprises.

2. Are All Mentions of Covid-19 Removed?

Outdated references, like COVID-19 policies, can make your site look stale. If you had banners, announcements, or landing pages dedicated to pandemic-specific services, review them to ensure they’re still relevant—or remove them altogether.

Why it matters:

Modern customers expect up-to-date content.
Stale content can impact your brand’s image.

3. Are All Names, Alt Tags, and Metadata Accurate?

Alt tags are vital for both accessibility and SEO. Make sure every image has a clear, descriptive tag that conveys its purpose. For example, “team-meeting.jpg” might become “Employees collaborating during a team meeting.” Similarly, check your meta descriptions and title tags for consistency and accuracy.

Why it matters:

Alt tags make your site accessible to users with disabilities.
Proper metadata improves your visibility in search results.

4. Are You Using the Yoast SEO Plugin Effectively?

Yoast SEO is a powerful tool for optimizing your site, but it only works if set up correctly. Ensure it’s being used to implement schema markup (which helps search engines understand your content) and optimize keywords and readability.

Why it matters:

Better schema markup can lead to rich search results (like FAQs or star ratings).
Yoast helps maintain SEO best practices across your pages.

5. Is the Footer Page Set to No-Follow, No-Index?

Many websites include footer links to pages like privacy policies or terms and conditions. These pages don’t add value to search engines and can dilute your SEO efforts. Confirm they’re tagged as no-follow and no-index.

Why it matters:

It prevents irrelevant pages from appearing in search results.
It strengthens the focus on your high-value content.

6. Are Template Pages from the Website Theme Showing Up?

Default template pages from your website’s theme (like “sample page”) should never be live or indexed by search engines. Ensure your developer deletes or blocks these placeholder pages.

Why it matters:

Indexed template pages confuse search engines.
They make your site appear unfinished.

7. Do Key Stakeholders Have Their Own Pages?

If you have team leaders, board members, or important contributors, dedicating a page to each person can enhance credibility and make it easier for visitors to find relevant information.

Why it matters:

Personalized pages highlight your team’s expertise.
They’re great for SEO if optimized with keywords related to each individual’s role.

8. Are Categories and Tags Being Indexed?

Indexing blog categories or tags may seem harmless, but Google can see this as duplicate content. For example, if your blog is tagged with “Marketing Tips” and categorized under “Digital Marketing,” both might show similar posts, triggering duplicate content penalties.

Why it matters:

Prevents unnecessary duplication in search results.
Protects your site’s ranking from Google penalties.

9. Are Placeholder or Unfinished Pages Being Indexed?

Pages with “Coming Soon” text or placeholder content shouldn’t be accessible or indexed. They offer no value and can harm your SEO rankings.

Why it matters:

Placeholder content looks unprofessional.
It signals to search engines that your site isn’t ready.

Pro Tip: Use a password-protected staging site to preview incomplete pages instead of publishing them live.

10. Are URLs Clean and Date-Free?

A clean URL structure is critical for both user experience and SEO. Avoid URLs that include dates (like “/2024/01/”) or numbers (“top-5-tips”) as they can quickly become outdated. Instead, opt for timeless, descriptive URLs like “/website-management-tips.”

Why it matters:

Clean URLs improve click-through rates.
They’re easier to remember and share.

11. Are Reposted Blogs Updated with Fresh Dates?

When you republish old blog content, it’s essential to change the posting date to signal its relevance to search engines. However, the update should go beyond just the date—add new insights, statistics, or examples to make it worthwhile for readers.

Why it matters:

Google prioritizes fresh content.
Updated blogs can attract new traffic without creating brand-new content.

12. Have You Checked Domain Authority Before Migrating?

Before switching domain names, compare the domain authority (DA) of your current and potential new domains. A sudden drop in DA can negatively impact your SEO, so plan your migration carefully.

Why it matters:

Protects the SEO equity you’ve built.
Minimizes traffic loss during the transition.

Pro Tip: Use tools like Moz or Ahrefs to check domain authority.

13. Are Deleted Pages Redirected?

Never delete a page without setting up a redirect. Redirects ensure that visitors and search engines are guided to the next most relevant page, keeping traffic flowing smoothly.

Why it matters:

Prevents 404 errors, which frustrate users.
Helps preserve SEO rankings for the deleted page.

14. Do You Have a Custom 404 Page?

No matter how carefully you manage your site, users will occasionally land on 404 pages. Make the most of these moments with a custom page that includes helpful navigation links or redirects to your blog.

Why it matters:

Keeps users engaged instead of losing them.
Reflects your brand’s tone and personality.

15. Are Stakeholders Actively Involved?

Your website isn’t just a technical asset—it’s a reflection of your organization. Key stakeholders (like team leaders or executives) should periodically review the site to ensure it aligns with your brand’s goals and messaging.

Why it matters:

Fresh perspectives can spot overlooked issues.
Helps align your website with business objectives.

Final Notes

Managing a website is a continuous process. By asking these 15 questions, you can catch potential problems early, ensure a polished user experience, and improve your site’s search engine performance. Regularly revisiting these areas with your web developer ensures your website stays up-to-date, functional, and aligned with your goals. After all, a well-maintained website isn’t just good for SEO—it’s good for your audience and your bottom line.

Need a Little Help With Your Website?

At Digital Storyteller, we recognize that these changes might be beyond your team’s expertise. We know, it’s a lot of work—which is why we’re here to help.Contact our team at Digital Storyteller today to learn more about how we can support your upcoming website design

March 2, 2025/by Digital Storyteller Team