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We’ve all had that moment riding in a car, listening to tunes on the radio when suddenly a song comes on that takes you back in time and makes you smile. It reminds you of a special person, a gorgeous place or perhaps just a cool thing. Music is a strong trigger for nostalgic memories, but can a game evoke those same nostalgic memories? Why is nostalgia so powerful? Our talented designers here at Wix, for example, tend to use their childhood memories as inspiration when creating our stunning website templates. Being a kid meant that you didn’t need much to be wowed, and those simple things you had to play with encouraged you to use your imagination and dream big. This is why we’ve decided to take a journey back in time and look at how some products we used to think were the bomb, came back to the future in a slick and sophisticated marketing package and left us all wanting to be kids again. Why looking back will take you forward If you want to create something unique – ahem, like a free website, you have to do your research. Looking back at what others have done before you will not only save you from copying or repeating what’s already been done, it will motivate you to dig deeper and find a way to create the next best thing. Just don't let this trip down memory lane stop you from incorporating sustainable marketing best practices into your strategy. Our needs change on a daily basis. Case in point? When you got your first cell phone and texting your friends or playing Snake was the highlight of your day. These days if your phone can’t multitask, send pictures, video chat and surf the Internet, there’s practically no point in owning one. Inventing new technologies is based on studying past user experiences and the ability to reinvent the wheel over and over again, while adding newer elements. Research is your key to identifying what worked and what didn’t. Use that information to inspire yourself in thinking of other ways to make your idea universal and timeless. Without further ado, here are some of the latest products and brands that made a comeback, using our childhood memories (remember 8-bit?) to create a whole new experience that any generation can enjoy. They would also work as part of a wider integrated marketing strategy. 8-bit – Simplicity is the name of the game The third generation of video games was also referred to as the ‘8-bit era’ and began in the early 80’s. Back then, the Japanese launched this exciting product that allowed people to play these games in their very own homes. Their invention used a two-dimensional bitmap and incorporated independent objects that were composed together to create an engaging game. Some of the games that were invented are still relevant today, such as: Pac-Man, Mario Bros and Donkey Kong. Games were easy to play and follow: a hero needed to collect stuff and reach a destination. Using only the keyboard to move and jump (space bar!), made that experience amusing and approachable for most ages. Nowadays major brands decide to use the old school 8-bit look and simplicity in order to push their products in a new way, such as: Old Spice – Youland The infamous male grooming company is always looking to impress everyone with their unique digital marketing campaigns such as their 8-bit inspired Youland game in which the player is the hero fighting to find their friends through various obstacles. Players could connect via their Facebook profile page and add their own friends to compete against. How fun is that? Check out their trailer for Youland: DJ Khaled / Champs Sports – Secure the Bag DJ Khaled is a major social media influencer nowadays, mostly known for providing his “major key” tips for a better lifestyle. Khaled partnered with Champs Sports in order to promote their newest Timberland boot. The decision behind creating this promotion through an 8-bit game was almost expected, as they’re combining a classic brand with a classic game.  The coolest part? When the game ends, the player can choose to play again or head over to buy the shoe. This type of marketing is a genius move. Play it now: La La Land Do you remember who won the 2017 Oscar for best film? La La L… oh wait! No they didn’t. The idea to create a unique trailer that incorporates the look of an 8-bit game with the functionality of a “quest” game (where you choose what the hero would do through a series of multiple choices options). This could have been a fantastic move, however, they fell a bit short when they introduced this promotion as a video and not as an interactive game like the other brands previously mentioned. Take a look at the trailer: Pokemon Go – bringing back the past to change the present Originally launched in Japan in the early 90’s as video games, Pokemon later branched out across many different outlets such as card games, an animated television show, comic books and toys. Throughout the years, this brand kept reinventing itself for the needs of the current gaming industry and kept in mind the importance of social interaction in a world full of endless screens. Their first social phenomenon was the card game of the late 90’s. These cards were a brilliant move during those days when video games became accessible to all, and the challenge to get kids outside was almost impossible. The game encouraged kids around the globe to gather in small groups and exchange different cards. Cut to the late 2000’s where everyone and their grandmothers own a cellphone. Smart phones have kept reinventing themselves, creating quite a segregated community worldwide, and making it one of our primary forms of interaction with the outside world. The latest invention? Pokemon Go. The game uses elements from the original game, like the lovable characters and the concept of locating them. But this time they’ve thrown in a major social twist; you actually have to step outside and search for them on the streets from your mobile phone.“Get Up and Go” is their promotional catchphrase, implementing both the craze of the smartphones and shifting back to a time where players explored what the world had to offer. NOKIA 3310 – When effortless counts as quality Do you remember when your mom got you that brick-like phone that had a small screen and you were able to text your friends and play Snake? Those were the days when charging your phone was just an option. Nowadays we call it a “smartphone” as it can do everything you could imagine and more, that is depending on how long the battery lasts ;). Today’s market is saturated with different smartphones, and the more complicated they get, the more fragile they become (some can even explode in your hands – yikes!). Seems like they’re adding features most of us don’t use, let alone understand. Nokia decided to bring back their beloved phone and gave it a slight makeover. Not quite a smartphone, but not totally old-school like it’s 1999. It’s sure to be a hit among hipsters and technophobes who like the retro and uncomplicated feel that this phone has to offer. Nokia wisely uses the nostalgic trigger in this case, allowing us go back to a time where we felt life was much easier. The benefits of this classic includes: Being a brick that can’t break Having a battery that lasts forever (and ever) Costing less than the competitors It has Snake (!!!!) Nokia took a big risk by bringing an old product back that has basically the same functions it used to have, yet they nailed it by marketing it in a new and a fresh way. This phone is made for all those folks who want to take a step back and enjoy their surroundings, rather than living their lives through an app. Bonus Brand Lego was launched back in 1949 when they first introduced their interlocking toy bricks. What makes them stand out in the crowd of toys is that no matter your gender, you’ve probably played it. Lego made it to our bonus round, for the prime reason that it has evolved throughout the years and branded itself across many horizons such as: video games, board games, films & TV, books and a chain of epic theme parks known as Legoland. Just from looking at their website, you realize that they’re one of the most current brands out there. Take a look for yourself: In order to become a power brand, you need to be in a constant battle against the future and you have to remain current, even when it’s not “cool” anymore. But even in a world that keeps on evolving and changing, you need keep in mind that what used to be hip, might just come back around and be totally lit.

Word of mouth has been one of the most powerful marketing strategies even before marketing itself was considered an actual practice. More than five centuries later, the majority of marketing executives still believe word of mouth to be the most effective form of advertising. The only difference is that nowadays this practice starts with a solid email marketing and outreach strategy. In order to increase your business’s exposure through the recommendation of trusted entities in your industry, you’ll need to put together a detailed plan of action. This plan is known as a marketing outreach strategy, and will help you identify the best sites through which to promote your business website and offering, as well as how to successfully reach out to them. What is outreach marketing? Outreach marketing is a type of marketing that allows you to build relationships with like-minded brands in your field, in order to increase exposure for your website and promote your products or services. As the importance of influencer marketing and event marketing grow, these techniques have become a crucial part of any strong advertising plan. Find out how to promote an event in 9 actionable steps. A mention of your brand on a well-known site or social media channel will guide a large number of leads to the higher-level stages of your marketing funnel, significantly increasing your chances of generating sales. Moreover, outreach strategies can have major SEO (search engine optimization) benefits, as backlinks from high-quality referral websites are seen as a signal of credibility and help you rank higher on search results. A practice with such potential comes, of course, hand-in-hand with fierce competition. In order to conduct successful outreach marketing, you’ll need to come up with a solid strategy that makes your brand stand out. How to craft an effective outreach strategy Define your audience Collect target sites Write a compelling email Follow-up with a fresh approach Track your results Build lasting relationships 01. Define your audience The first step to effective communication is knowing who you are talking to. As you set out to build an outreach strategy, you’ll need to start by identifying the unique characteristics of your target market. One of the most efficient ways to do so is creating a mold of your ideal customer, commonly known as a buyer persona. Your ideal customer profile should include between three to five strict points that are consistent through your entire client base. For example, your buyer persona might be defined as “20-40 year old females with high disposable incomes living in suburban areas.” The more precise you are when creating your ideal customer profile, the more accurate your outreach marketing campaigns will be. 02. Collect target sites Once you know who you’re targeting, you’ll need to find the right platforms through which to target them. For example, if you have a small business that sells baby accessories, you’ll need to find websites and blogs that are related to these products, such as a parenting or maternity blog. This stage is one of the most crucial and demanding parts of developing a marketing outreach strategy, as it requires thorough research of your industry and will directly impact your chances of success. To help you navigate these uncharted waters, we have selected three of the best techniques you can use to find relevant, high-quality websites in your industry: Technique 1: Google search Heading to Google for research seems quite obvious, but it’s the most straightforward way of finding relevant blogs and sites to contact. Just enter the type of blog or magazine (e.g. parenting news or parenting blog) in the search box and click to check out the results. Do they provide quality and relevant content? If so, start by copying the names of the websites into an Excel sheet. Organize them by type, and add a column for email addresses. The more organized you are, the easier it will be to keep track of your work. Technique 2: Related search So technique 1 already provided you with some great websites to approach, but you’re hungry for more. Cue: the related search operator. The whole idea here is to find other websites that would attract the same, or a similar, crowd of visitors. This will allow you to search more accurately for websites that are similar in topic, content and quality. How does it work? Simply enter ‘related: www.examplewebsite.com’ into the Google search box. This will generate a search engine results page (SERP) full of websites that are very much like the one you found. Technique 3: More advanced operators To be even more precise, there are several other advanced operators to search Google for relevant sites. These searches allow you to identify websites that have a specific search phrase in the URL, in the text, in the SEO title or as anchor text within the website. Here are a few of the advanced operators you can use to find more specific websites: allinurl: search phrase – the URL contains the search term, for example allinurl: best baby accessories. allintext: search phrase – the text on the page contains the search term. allintitle: search phrase – the SEO title contains the search term. allinanchor: search phrase – an anchor text (text that links to a URL) on the page contains the search term. 03. Write a compelling approach email Once you’ve identified the right targets, the next step is to reach out to them via email. Considering your prospects likely get numerous marketing outreach proposals on a regular basis, you’ll need to carefully craft every element of your email in order to ensure it doesn’t end up in the trash. More than a third of recipients decide whether to open an email based on the subject line alone. To make sure your messages pass this barrier, craft a short subject line that taps into a certain feeling such as intrigue or FOMO. Afterwards, personalize the body of your email to the person you’re sending it to - a practice that has proven to generate 41% more click-through rates. Show them that you’re familiar with their work and audience, and elaborate on how your product and services can be relevant to them. Making this connection explicit will help improve your success rate. End the email by pitching your plan for collaboration, which can be anything from offering to write a blog post on their site to sending them one of your products to test out and write a review. Don’t forget to include at least two calls-to-action (CTAs) in your email: one near the beginning and one at the end. The first one should offer more information about your brand’s offering, while the second serves as an invitation to respond to your proposal. 04. Follow-up with a fresh approach Follow-up emails are an essential part of a strong marketing outreach strategy. Since not every initial approach gets a response, it’s important to send a second or even third email. However, outreach etiquette determines that you shouldn’t message a potential target more than three times, waiting a week between emails. Set reminders for when to follow up on each email you send and keep track of your communications with each person. The more organized you are, the less likely you’ll be to end up messaging the same person five times within two weeks, or missing potential opportunities. Make sure to change the subject line every time you send a new email to someone, as otherwise they might appear as part of the same thread in the recipient’s inbox. This practice also helps to prevent an email from being erroneously marked as spam. 05. Track your results Outreach marketing requires managing an enormous amount of data. You have to track the websites that you’ve reached out to, the date at which you contacted them and what kind of collaboration you offered them. While a regular Excel sheet may do the trick, you should also consider using some of the more advanced tools available for this purpose: Buzzsumo (paid): This great tool will help you find websites that have covered the topic that you are searching for. Just type a topic into the search bar, and it will provide you with a list of the most popular pieces of content from blogs and websites. You can easily export your findings and create a full blown list of websites that you’d like to contact. Boomerang (free and paid options): This Gmail add-on will help you remember when to follow up on approach emails. If you don’t receive a response from a first approach, it will throw a reminder email right back at you. MozBar (free): This amazing toolbar instantly provides information about the site quality by giving a score called domain authority. The higher the score, the better the website. Email tools and extensions: Even after identifying a new website or blog to approach, it can sometimes be difficult to find an email address. Here are two tools to help you find website owner’s emails; Email Hunter (free and premium options) and Clearbit Connect (free Gmail add-on). 06. Build lasting relationships Paradoxical as it may sound, one of the best things about marketing outreach, is that you get to communicate with real people in your realm or industry. Once you’ve made a real connection with someone, they may continue to have a positive impression of your business and will be more open to further promoting your products or services. This is why keeping your industry colleagues updated with the latest news about your business is a great idea, enabling them to share your updates with their readers. There are several ways that you can invest in these relationships and make sure that your partners know how much you appreciate them, including: Use Wix Email Marketing to send out a newsletter updating your contacts about the latest news and products. To avoid overwhelming them, you should only do this every three to four months. Send them one of your products for free, or a coupon for a service. Send out a letter for the holiday season with a personalized message to each of your partners around the web, as a way to let them know you appreciate the relationship.

Aside from the business itself, there’s a lot that goes into owning a business that might not be in the realm of your expertise. Whether it’s managing employees, creating a business website and a marketing plan, or taking care of the admin side, running your own company will require you to become an expert in a broad number of subjects. Bookkeeping is one of the most important subjects where you’ll need to excel in order to run a successful business, as it allows you to have a full understanding of your finances both on a daily basis as well as in the long run. Despite its seemingly steep learning curve, especially alarming for those who describe themselves as “not a numbers person”, learning how to do bookkeeping isn’t difficult at all with the right guidance. In this beginners guide, we’ll take a closer look at the most important small business bookkeeping basics you need to know. What is bookkeeping? Traditionally, bookkeeping was the act of entering all your business’s transactions into a book to see how you’re spending money. While most businesses have already swapped books for spreadsheets and accounting software, the concept is still the same. Nowadays, the process generally starts by defining the limits between company and personal assets, selecting a small business accounting method, setting up payroll, and taking care of the business’s taxes. While this might sound similar to accounting, the role of bookkeeping and accounting aren’t identical, but they do often go hand-in-hand. Bookkeeping is focused on organizing your business transactions like revenue, debits, credits, sunk costs and expenditures. Once those transactions are organized, the role of an accountant is to analyze them in order to create statements and reports for the business on where they currently are financially and how they can improve in addition to filing tax returns. The importance of bookkeeping Bookkeeping isn’t a task you can sweep under the rug. It’s essential that you get a good grasp of what bookkeeping for your small business looks like before you turn to outside help or even accounting software. Here are a few of the main reasons why bookkeeping is so important for small business owners: Separate business from personal After starting a new business, many business owners struggle to separate their personal finances from their business. While any small business owner probably feels personally attached to their business, that doesn’t mean their personal accounts need to be involved in running it. Bookkeeping helps you keep those worlds apart in order to ensure your business debts are held completely separate from your personal finances. Help prevent errors Everyone makes mistakes. Whether a mistake is made by an employee, a miscalculation from your bank, or something you did yourself, bookkeeping allows you to closely track all your transactions to pinpoint specific errors. While one miscalculation likely won’t throw your whole business off its financial goals, the accumulation of small mistakes over time can make a difference. Regularly keeping on top of your bookkeeping prevents these errors from impacting your bottom line and helps you prevent them from happening again. Track your progress There are several ways to assess if your business is succeeding, and bookkeeping is just one of them. By regularly recording your transactions and staying on top of cash flow, earnings and retained earnings you’ll be able to identify areas for improvement and get a good overall picture of your business’s finances. Furthermore, looking at where exactly your money is going and coming from, you can make smarter decisions to cut costs and decide where to focus your efforts on the things that are bringing more money in. Make tax season easier Filing taxes can be a nightmare for small business owners, unless you’ve been keeping track of your finances all year long. When it comes time to gather all necessary documents and turn them over to your accountant, it will be much simpler if you’ve been bookkeeping the whole year and already have a good idea of what tax deductions your business is eligible to claim. Additionally, this will reduce the chances of any surprises after submitting your tax return, giving you more peace of mind. Allows you to get a loan Knowing the true cost of starting a business will help you decided whether you need to take out a loan. As a small business owner, you’ll likely be asked for proof in the form of financial statements and records. Lenders want to know the ins and outs of your business’s finances, and if that’s not organized enough to begin with, your chances of getting approved will likely decrease. By clearly having records of things like cash flow, revenue, liabilities, and debts, raising money for your business will become a lot simpler. How to do bookkeeping for small businesses Set up and separate your business accounts Decide on a bookkeeping system Categorize all transactions Decide how to store your documents Balance your books Create bookkeeping reports Make a bookkeeping schedule 01. Set up and separate your business accounts The first thing you want to do when establishing the bookkeeping process for your small business is ensuring that there’s no crossover with your personal accounts. Aside from making it easier to discern your business income from your personal funds, having a separate business bank account protects your personal assets from any liabilities. This means that if your business were to run into any issues such as a lawsuit or bankruptcy, your personal funds would remain protected. After separating your bank accounts, you should also consider getting a credit card specifically for business expenses. This will help you build up credit for your business so if you ever need to apply for a loan or any type of funding, your business has its own credit history. 02. Decide on a bookkeeping system There’s more than one way to go about bookkeeping, so one of the first decisions you’ll need to make is deciding which system works best for your business. You have a few options on how you want to go about your bookkeeping: you can do it yourself either manually or with accounting software such as Quickbooks, you can go to an external professional bookkeeper, or you can even hire your own in-house bookkeeper. The option you choose will likely depend on where your business is at. If you’re just starting out, you’ll likely be fine with using DIY software and you can move on to an in-house bookkeeper when you grow. Aside from deciding how you’ll go about bookkeeping, you also need to decide on the method you’ll use. Generally, you can use either a single-entry or double-entry method. Single-entry bookkeeping: you record each transaction in your books one time. For example, if you made a sale and received payment, that would be noted in your books as one transaction. Double-entry bookkeeping: each transaction has its own credit and debit, so the same amount is noted twice in your book. Most professional bookkeepers and accounting software will use the double-entry method. In addition to your bookkeeping method, you’ll also need to decide on your accounting method. There are also two options for this: cash and accrual. Cash method: you note all transactions only when the money is received or paid. For example, if you invoice a customer today but don’t receive the money in your account for another week, then it would only be noted when your money enters your bank account. Accrual method: you note all transactions at the point when you invoice someone or receive a bill. With this method, you’ll need to track your accounts payable and receivable. For both bookkeeping and accounting methods, you’ll need to determine which is better for your business. In general, for smaller businesses it’s recommended to start with single-entry bookkeeping and cash accounting. 03. Categorize all transactions Once you’ve selected which bookkeeping system you’re going to use, you’ll need to start recording every transaction regularly. It’s smart to input transactions as they happen, since otherwise you might forget what it was for and thus won’t be tracked correctly. When categorizing your transactions, there are a few ways to break them down. For starters, each transaction should be noted as either a credit or a debit. A credit refers to money coming into an account, and a debit is the money going out of an account. In a double-entry bookkeeping system, you would have both a credit and debit for each transaction. Aside from debits and credits, you can further categorize where money is going to and from by referring to different accounts. Generally, there are five types of accounts: Assets: anything that your company owns, like equipment, cash, or inventory Liabilities: money owed to someone, such as a loan or payment to a vendor Equity: money that comes from the company owner, usually that won’t be paid back Revenue: money received as a result of sales or services performed Expenses: money you use to run your business 04. Decide how to store your documents Bills, invoices, expense reports, credit card statements… The paperwork adds up and it needs somewhere to be safely kept in. Not only is it important to keep documentation of your transactions for yourself, but occasionally the IRS (internal revenue service) might request to see the documentation as proof of expenses. That being said, you don’t need to start stacking shelves full of folders to store all your documents. You can invest in a way to store them digitally to keep all your transaction records in one place. Apps like Dropbox, Google Drive, or Shoeboxed help you store your receipts in one place so you never need to worry about losing, misplacing, or having the ink fade on a receipt from a client's lunch. 05. Balance your books If you’ve been recording all your transactions and noting them as credits and debits, then you’ll eventually need to balance your books. Whether you choose to do that at the end of every month, quarter, or each year is up to you. For many small business owners, balancing the books mainly means looking at your assets and liabilities using a simple equation to figure out your business equity. The equation should look like this: Equity = Total Assets - Total Liabilities It’s normal for there to be some mistakes while balancing your books. The original number you get from this equation is often referred to as your trial balance. After arriving at this balance, it's a regular procedure to go over all the data and make sure to correct errors in how transactions were recorded. If after correcting any mistakes and going through all the transactions and subtracting your liabilities from assets your assets still come out on top, then your business is going in the right direction. 06. Create bookkeeping reports Once your books are balanced, it’s time to create some reports on your business’s finances. You’ll likely already have a balance sheet from the previous step, which is a great report that analyzes the overall progress of your business. Some other types of reports you might want to use include: Profits and losses: similar to an income statement, this report allows you to compare revenue and expenses over a set period of time to ensure that your business is bringing in more money than it’s spending. Cash flow: this statement shows you where your business is earning and spending the most money, and how able it is to pay off its expenses. Accounts payable/receivable ageing: whether a customer has been taking a while to pay you or you haven’t yet paid a vendor, this will allow you to make sure you’re sending and receiving payments on time so that you can follow up. 07. Make a bookkeeping schedule Once you start getting into the flow of bookkeeping, make sure that you stick with it and update your books regularly to maintain a good level of organization. By turning bookkeeping into a habit, you’ll be able to ensure that nothing is forgotten and you can minimize accounting mistakes. Try and set a date each week to record all your weekly transactions, and then set another time each month or quarter to balance your books. It may seem like a chore, but you don’t want to let your bookkeeping fall through the cracks and then suddenly have months or even years of transactions to record and balance.

If you could be anything in the world, what would it be? If you ask me, I’d be an illustrator. Why? Simply put, artists have the unique ability to take the wildest thoughts that pop into their head and manifest that idea into a stunning work of art! …and meanwhile, I struggle drawing stick figures with even lengthened arms and legs ¯\_(ツ)__/¯. Being unbound by creative limits in the real world, I was curious to know, how does an illustrator create a website and what would it look like? Would the cold parameters of a computer screen harden the beauty of their works, or would the combined elements of digital and hand-drawn create a modern masterpiece, like in these Wix animation websites? Well, I won’t keep you in suspense much longer! Read on to discover nearly a dozen examples of illustrator websites – *spoiler alert, they’re absolutely stunning, web design and all. Ana Duje Originally from Argentina, Ana is now a proud Barcelona-based artist with a “less is more” approach to her work. This illustrator and graphic designer pairs strong colors with bold yet simple shapes to form her signature style on this illustrator Wix website example. Fans of Ana’s art can easily purchase prints off of her websites thanks to the incorporation of an online store. We love the graphic design websites inspiration we can pull from Ana's site. Annie Ryan Annie Ryan is a graphic image maker/illustrator who creates art using mixed media. For her website, Annie lets her art do most of the talking. For her illustration portfolio, she opted for a single-pager that stylishly showcases her work both in an image gallery and as the site’s background using a parallax scrolling effect. Bespoke Pets What would your pet look like if they got up for work like the rest of us? Would they put on a pair of work boots, or would they be more likely to wear a fine Chanel suit? Sarah Zimmer creates custom pet portraits for her clients that showcase just that. The gallery on her illustrator website beautifully showcases what Sparky and friends would look if they were a little lighter on the animal instincts – and maybe more business savvy. Espirro Lisbon-based illustrator, Espirro calls his artistic style “a combo of nonsense and common sense” – which just happen to be my favorite things, too. Not tied to one medium, Espirro showcases his drawings on anything you could think of, including clothing (for humans and dogs), home decor, and you can even schedule an appointment to get a tattoo of your favorite piece. Having so many promo options could have easily ended up an organizational nightmare, but Espirro does a great job keeping his website clean and easy to navigate by separating each project category with a drop-down menu. Olivia Mabrey Olivia may describe herself as an illustrator and “photograph taker,” but between you and me, I think she’s being modest. Her artist website proudly displays gorgeous pattern work, humourous graphic posters, prints, photography and mixed media work. All this and more is stylishly presented on slideshow galleries separated by category on her website. Travis Braun Love music? Prepare to be blown away by Travis Braun. This illustrator and educator creates music posters that are riddled with hidden meanings and Easter eggs that make them super fun for fans to experience. Anyone itching to learn more about Travis’s work can read all about what inspired him to create posters for some of the world’s biggest bands on his website’s blog. Ilpo Rybatzki-Tiensivu This Helsinki-based art educator mixes real world and fantasy by sprinkling fun drawings all throughout his illustrator website. A true artist, Ilpo’s website showcases an array of talent, including: design, illustrations, and even original music. Learn more about how to make a website with our extensive guide.

Wix Code is now Velo by Wix, a comprehensive web development platform that lets you build professional web applications as quickly as possible. A few months ago, we announced Wix Code, a powerful solution that gives you the possibility be able to plan how to make a website without limits. Today, we’re thrilled to tell you that Wix Code is open to everyone! What exactly are we talking about? Wix Code is an integrated web development environment that enables you to manage data, customize the behavior of Wix components, build web applications and create robust websites. In human words: this formidable technology allows you to extend substantially the functionality of your Wix website. And the cherry on top; you can do it all using the visual elements of the Wix Editor. Do (much) more without coding Yes, ladies and gentlemen, you can use Wix Code without coding. As we said, this product gives you access to powerful tools that let you create a no code website and enrich it significantly – without advanced technical knowledge. You might be asking yourself, “what’s in it for me?” Excellent question! In order to illustrate what you can do as a non-coder, we will use Anno’s website as an example. Anno doesn’t know how to code, yet she created this huge repertory of plants for gardening lovers. In order to do that, she used two great features within Wix Code: Database Collections and Dynamic Pages. Let’s take a minute to learn what these are and how she used them: Database Collections: This allows you to manage all of your website’s content in one place. You can collect and store text, images, numbers, documents, user info and more in a database. You’ll be able to use it anywhere on your website. For example, let’s say you want to create a repertory like Anno did on her stunning website. You can compile your text and pictures in your database collection. Each item (in this case, plants) will have its own row as if you were filling out a spreadsheet – it’s that simple. Now, the million-dollar question is: what do you do with all this content? Read on. Dynamic Pages: Once you collected your content in your database, you can generate one single design style that will adapt itself to each item (row) on your list. This allows you to create an infinity of new pages – without having to duplicate them. Each page (generated automatically) will have a custom URL and unique content. Here you can see that Anno has a huge database containing a variety of plants. By connecting her Database with the Dynamic Pages, she now has hundreds of pages, one for each plant. Of course, everything is SEO compatible. Crazy, isn’t it? But this isn’t the only magical thing you can do without coding! You can also generate tailored forms: Custom forms: Create application forms, review sections, quizzes and more without writing a single line of code. All the data you collect will automatically get stored in your database – and again, can be used anywhere on your site. Look at the Buyer and Seller sections on Josh’s website. The forms are totally customized to meet the needs of his real estate business. Create without limits with Code If you know how to code, then you are about to fully understand the power of Wix Code. First of all, since Wix Code is a part of the Wix OS, we take care of the hassle of setting up the infrastructure and maintaining web environments in order for you to enjoy a much better and faster creation experience. This will give you more time and freedom to: Take control of your site with APIs & JavaScript: By coding, you can extend your website’s functionality with JavaScript and APIs. This combination gives you full control over your site’s functionality; from Wix elements to your databases to backend files – including fetching and routing. Customize page element behaviors with custom interactions: Add JavaScript code to your page elements to customize their behavior. Create interactions for any action a user performs, like clicking a button, hovering over a shape and toggling the page layout. It’s easy to do, even if you’re not a JavaScript pro. Have a look at Marisa’s website to see some cool interactions: We think it’s best to hear about Wix Code straight from our users. Here’s what developer Andreas Kviby has to say: “By using Wix Code we will save about 50 percent off the time it would typically take to build on other platforms –  but often more. It is amazing when you can create client apps in days instead of weeks. For designers who are not coders, they can now take some code and extend sites for clients in no time.” How to activate Wix Code In order to enable Velo (formerly Wix Code), all you need to do is open your site's editor and on the top bar click Dev Mode > Turn on Dev Mode. Useful resources Now it’s time to start digging into this gem of a technology. First, check out the mini-site for an overview of Wix Code. Want to know more about the product? The resources page is the best place for you. Still a bit skeptical? Below, you’ll find a selection of websites that are sure to convince you: Stunning websites using Wix Code: How fabulous are these websites, right? Now it’s your turn to take advantage of this revolutionary product for your own needs and to enjoy the freedom of creation! Create without limits with Velo by Wix

Starting a new business is an exciting opportunity to explore your passions. As you work out the details of creating a business website, drafting a business plan and announcing your new venture to the world, another consideration to make is how you’ll obtain funding. Startup loans are a common path to realizing your dream of owning a business, but they aren’t as simple as walking into a bank, getting approved and taking out money. Check out these tips and insights that every entrepreneur needs to know about how to get a business loan. How to get a startup business loan Build a strong loan application Improve your loan approval chances Follow the loan application process Navigate loan negotiations and terms Pull the trigger on your startup business loan 01. Build a strong loan application Getting a business loan is an exciting step in starting a business, but the process can be a little bit confusing, especially if you're brand new to the world of business funding. Start by assessing your financial readiness and gathering the following information: Your loan requirements and business objectives An estimate of the amount you need to borrow A list of what you intend to use the money for Personal and business financial statements, tax returns and a business plan At this stage, you’ll be better prepared for the application process. Your loan application is your ticket to financing, so be thorough—and thoughtful—about the information you provide. Writing a compelling business plan should be your first step. Include key elements like: A summary of what your business does and how it will make money Your intended use of funds Earnings projections for the next two to three years Proof of your repayment ability Your mission statement Company information (objectives, market analysis, competition, etc.) Current cash flow/income and growth initiatives Quotes for relevant supplies, equipment and staffing needs Your proposed method of payment Your requested loan amount, its purpose and expected repayment terms Make sure you highlight the strengths of your business and unique selling points so that potential lenders understand how your company is different from others on the market. An effective way to do this is to provide use cases that demonstrate how you clearly solve a problem for your target customers. 02. Improve your loan approval chances To increase your chances of getting approved for a loan, there are several things you can do. First, focus on improving your personal and business credit score by paying bills on time, keeping your debt-to-income ratio low (ideally under 35%) and having a consistent cash flow. You can further improve your chance for approval by offering more collateral or providing a personal guarantee. For example, putting up an asset like a home or property shows lenders that you're willing to take on risk and that you’re serious about paying them back. Don’t discount the value of partnerships and endorsements. Reach out to contacts who can vouch for you like business owners, banks or peers to see if they’d be interested in investing or becoming a co-signer or guarantor for your loan. 03. Follow the loan application process Once you've done all your preparation and homework, it's time to find funding sources. Start with local business groups and organizations like your local Chamber of Commerce. Request an in-person meeting or telephone call so that you can introduce yourself and explain why you want to borrow money. When you're ready to submit a loan application, you should have all your materials ready to go—this is where all your research and background work really pay off. Filling out the application should be simple since you've already gathered the information you need, but make sure to double check your information for accuracy before submitting it. Mistakes or inconsistencies might result in a rejected application. Once your applications are submitted, follow up with lenders to ensure that they've received everything. This is also a good time to address any issues or questions the lender has and demonstrate that you're readily available. 04. Navigate loan negotiations and terms Congratulations and take a deep breath—you've received an offer (in theory). But you're not done yet. You’ll need to read the loan documents thoroughly and make sure that you understand the terms and conditions of your loan. Pay close attention to interest rates, fees and repayment schedules. Look for additional associated costs to avoid surprises, such as closing costs, processing fees or penalties. If your loan agreement is reasonable and you can afford the monthly payments, then you should accept the loan offer. If not, negotiate with the lender for more favorable terms. You're not completely powerless here—lenders are often willing to negotiate rates and other aspects of a loan package because they want your business. You don't have to go it alone, either. If you feel like you need help in understanding loan contracts and terms, or just want a second opinion, don't hesitate to get professional advice from an accountant or financial advisor. This is a big decision and it should absolutely be an informed one. 05. Pull the trigger on your startup business loan If everything looks good, you can sign the loan agreement and any legal documents associated with it. This is the finalization process and is a good time to review everything. Depending on the type of financing you accept, you may be able to start using the funds immediately (or, at least, very quickly). As with most things that come with running a business, nothing is ever truly finished. You should continue researching and learning about the startup funding process—including potential grants and tax incentives so that you can take advantage of every opportunity available. Staying informed about current market trends and news also helps you remain competitive (and helps you make better financial decisions). Finally, having a budget in place helps you anticipate potential financial needs and meet your goals. Once you have a loan agreement in place, you should revisit your budget, establish a way to track your finances and focus on what you want your business to look like in the next six, 12 and 18 months. This will keep you on a healthy financial track for the long run. Startup business loan options Informing yourself about the different types of small business funding sources and their various terms, interest rates and repayment options can help you find the best loan for your unique situation. Below is a list of the most common startup business loan options and other funding sources. Bank loans and online lending The most common types of loans for small businesses come from banks and online lenders. These can be secured or unsecured loans. Interest rates fall within a wide range depending on the loan amount, your credit score and other factors like repayment terms. Note that since unsecured loans aren’t backed by collateral, rates tend to be significantly higher to hedge against the risk of default. The current interest rates for secured versus unsecured loans range from: Secured business loans: 2% to 7% Unsecured business loans: 7% to 99% Repayment terms for business loans vary as well. Again, this will be contingent on the type and amount of your loan. Generally, long-term loans have repayment periods of up to 25 years, while short-term loans can have repayment periods of 18 months or less. SBA loans, which are backed by the U.S. Small Business Administration, have repayment periods of 10 years for working capital and equipment, and up to 25 years for large assets (e.g., land, facilities, etc.). Most business loans require immediate repayment, which means the payment cycle starts within 30 days of receiving the funds. Business line of credit A business line of credit (LOC) is a flexible loan that behaves like a credit card, enabling business owners to borrow and repay funds as needed. Business lines of credit can be as low as $1,000 to as high as $500,000. You’ll draw on these funds, pay them back and they become available again throughout the duration of the loan. Interest tends to skew higher for business LOCs, ranging as much as 10% to 99%. The exact terms of the LOC is dependent on your credit score, loan amount, the lender’s policies and other financial nuances specific to the lender and your circumstances. One benefit about this loan type is that you only pay interest on what you use, so if you’re approved for $25,000 but only use $5,000, you’ll only pay interest on the $5,000. Business lines of credit often require you to be operating for a certain length of time and meet an annual income requirement, but new businesses can absolutely qualify for a LOC. You’ll need a good personal credit score (at least 680, though it will vary by lender) and you’ll likely need collateral if you’ve yet to open or don’t meet the time-in-business criteria. Repayment is immediate. That is, once you start using a business LOC, you’ll need to start paying it off monthly as you would a credit card. Crowdfunding Crowdfunding is a popular way to gain capital and visibility for your startup. It's designed to obtain funding from multiple sources (individuals, businesses, investors, etc.) by leveraging two effective marketing tools—word of mouth and the internet. Business crowdfunding websites like Kickstarter and Indiegogo connect startups to potential investors who can be individuals, companies, banks/lenders and nonprofits. They give entrepreneurs an easy way to raise money without having to deal with the complexities of traditional small business loans. Crowdfunding gives you a way to market your new idea or business by creating buzz and interest in a soon-to-launch product or brand. There are different types of crowdfunding (reward, donation, equity, etc.) with different requirements you must meet depending on your business type, your location and the platform you use. Venture capitalists and angel investors Venture capitalists and angel investors are financial professionals, organizations or high-net-worth individuals who provide capital in exchange for some type of control in your business. Angel investors like to invest in early-stage companies and use their own money. In exchange, they often require equity or a seat on your company's board. Venture capitalists, meanwhile, can be banks, pension funds, insurance companies or other financial entities that manage funds that invest in startups. They usually invest in later-stage companies, have more available capital than angel investors and also often require a seat on your board. Small business grants While not technically a loan, it’s worth mentioning that small business grants can help fund your startup with no strings attached. Grants provide non-repayable funds and usually come from the government, private foundations or corporations. They often involve a comprehensive application process and are much more competitive. Eligibility depends on factors such as the type of business you plan to start, your location and/or personal characteristics (women-owned business, minority-owned business, etc.) Some grants require additional funds be put toward your business as a condition of the grant.

If you’re of a certain age, you probably remember the satisfaction of flipping through the Yellow Pages. Whether you needed a plumber to fix that leaking faucet at home or the phone number of that new restaurant in town, the Yellow Pages have long been the gold standard of local directories. Today, Yellow Pages is still putting businesses on the map—the print and digital map. After more than 100 years in business, Yellow Pages is not only an industry-leading online directory service, but also a prominent digital marketing partner. They offer services to help businesses manage their online visibility, reputation, rankings and lead generation, all as a means to earn more customers.   We sat down with Sherilyn King, senior vice president of sales, marketing and customer service from Yellow Pages, to talk about the evolution of the company, kicking bad habits to the curb and the power of marketing in the digital era.  Find the tools and services to help your business grow with Yellow Pages for Business . The evolution of YellowPages.ca In an era where the phrase "Let your fingers do the walking" has leapt from page to screen, Yellow Pages has reinvented its directory services to align with the digital revolution. For entrepreneurs eager to start a business , this modernization of a time-tested service offers a new frontier to tackle small business challenges  in the online realm.  Our conversation with Yellow Pages sheds light on how they've navigated the shift and what insights they can offer to small businesses aiming to thrive in a connected world. Amanda Bellucco-Chatham (ABC):  Can you share about the pivotal moment when Yellow Pages transitioned from a print directory/phonebook to an online platform? Sherilyn King (SK): As you may know, we are leaders in the directory business in Canada. And we understood that there was a need in the market to evolve from a print-only business to an online business; our customers needed it, and their customers needed it. So, we had to change the perception of YP from being just a print directory to an online digital marketing company, and [demonstrate] how businesses would benefit from our help with their business plans—for both their online and offline marketing. ABC:  Would you say that that perception shift was a challenge, or was it something that happened more naturally as you evolved? SK: I would say it still remains a challenge for us. We're an established 100-plus-year-old company that people still perceive as a print directory business. So, it's up to us to continue educating businesses and consumers about all the digital products that we offer to help businesses in Canada with their marketing. ABC: How did Yellow Pages go about building (or expanding) its own reputation online? What did that process look like?  SK: It's a lengthy and ongoing process. Over the last number of years, we have worked on evolving YP’s brand and reputation. We modernized our logo slightly from its original walking fingers to more of a pebble, to symbolize our evolution from print to digital. We changed the look of our [print] directories to show consumers that we can help them discover local businesses in their communities from an online perspective.  From an advertising perspective, we practice what we preach. We advertised our services both organically and paid, through Google, YouTube, Facebook, Instagram, LinkedIn and even digital out-of-home to businesses looking for someone to help them with their advertising needs. Most recently, we have focused a lot of attention on our reputation, employing numerous strategies to increase our online ratings and reviews. ABC: Of the things you just mentioned, were there any strategies that you think specifically were a success in terms of marketing and branding? SK:  I don't think there was one thing that was a particular success. It was the combination of everything that we've done. Our multi-channel approach of getting in front of businesses from all stages of their journey in selecting an advertising partner has been very successful. A key element for us is our face-to-face team that's also out promoting what we do and helping to educate businesses on the services that we offer. So, I don't think it's just one thing, I think it's a combination of all the things we've done.  ABC: Sort of a big picture approach.  SK:  Exactly. Bringing your business to the digital forefront Building a strong offline and  online presence is key for business growth  in the modern age. Having mastered this transition themselves, Yellow Pages offers advice on the crucial steps and strategies that business owners should consider to fuel business development  and growth. ABC: Pivoting a little bit more towards small businesses in general. Do you have any advice for the best way small businesses can prepare to get their offline business  online ? And what would be the first thing you suggest they do? SK: First of all, they need to make sure people can find them. We know that many consumers are looking  on various platforms to find a small business. As a business owner, you need to make sure that you're online and on multiple platforms, whether that's through a website or Google. You cannot assume that consumers are only checking one platform.  My next piece of advice is: it's not always easy. Consumers are looking online for quick information. They want to make sure that they can find what they're looking for, whether that be your product or service, or your hours or location. You need to make sure you are present and that your information is up to date and accurate too. It involves time, and as a business owner, you need to make sure that you have a partner that will help you with all of this. ABC: What are some bad habits or “old ways of thinking” that you would urge small businesses to ditch when approaching digital marketing? SK: I would say that their engagement is critical to their success. If they get themselves online and then they don't  update their information, or they don't respond, or they're not making changes, then people will feel they're not relevant anymore. Or, people will feel that maybe that business doesn't exist because, “I checked: the hours say they're open, but I went there, they're not open." Engagement both online and offline is critical to make sure that people understand a business is still relevant, and that the consumer can gather the information they need from that business. ABC: How about your biggest pet peeve when it comes to how businesses handle their marketing? SK: I think my biggest pet peeve is when a business owner thinks it's easy. They think it's easy to establish [themselves] on Google. They think it's easy to manage their online presence. They think it's easy to make updates. But what's happening is there are multiple platforms where a consumer can find you.  Some consumers will look on YP.ca. Some consumers will look on Google. Some will look on Bing. Some will look for a website—and if you don't have a website, they think you're not in business.  Many business owners don't realize how complex their digital strategy has to be or how fragmented the market is. And so I think a lot of businesses think they can do it themselves, it’s “easy”—and then they don't understand why they're not appearing in search, why their optimizations are not working, why they’re not appearing organically in rankings…all of those things are not easy.  ABC: One thing that comes to mind when talking about YP.ca is the concept of future-proofing. In your opinion, what's the most impactful strategy for future-proofing a business in a rapidly changing digital landscape? SK: That's a great question. I think the key is having a digital marketing partner that you can trust. You need to have a partner that stays on top of the latest trends and that has been in business for a very long time. We're here to stay, and our mission is to help small businesses navigate today’s confusing digital landscape.  At YP, our team of experts stay on top of the latest trends. We also pick partners that we can rely on. We're partnering with the biggest and best—like Wix, Google and Facebook—so that we can help small business owners  be informed on how best to execute those strategies. I think that's the best way to future-proof your business: finding the right, trusted, credible partner to move forward with you. Your trusted business partners There’s a lot to learn about how to run a business  successfully, from understanding how to build a website  to making that website convert customers. But with a team like Yellow Pages Canada in your corner, you can skip the guesswork and have professionals take your brand to the next level. Yellow Pages rounds out its marketing acumen and proven track record of success by partnering with trusted brands like Google, Facebook and Wix. This shared expertise offers a unique blueprint for success, providing tools and strategies essential for small businesses to thrive in the online marketplace. ABC: Pivoting for the last few questions, I wanted to actually get more into the concept of Yellow Pages specifically working with small businesses. How does Yellow Pages Canada help businesses optimize their online presence for search engines, and how does Yellow Pages Canada support businesses in adapting to these evolving trends? SK: We have a team of specialists and they're constantly ensuring we follow the best practices. For example, when Google does an algorithm change, our team is fully aware and is adapting to see how we can help both our customers and our own yellowpages.ca platform. ABC: Are there any specific industries or market sectors that have seen the most success on YP.ca's digital platform? SK: We're here to support all businesses and all verticals. However, some of our most successful verticals are home services, professional services and health services. There’s still value on our platform for all businesses and all verticals. ABC: Looking ahead a little bit: What future initiative Innovations can we expect in the digital marketing space? SK: We're constantly evolving our products and offerings to provide the best, most relevant and the most competitive products for consumers. We do that by evolving our products, but also through our strategic partnerships. We will evolve as our partners evolve, and as our partners enhance their products, we will ensure best-in-class offerings. ABC: Final question: How do you think businesses can benefit from the dual power of Yellow Pages’ digital solutions and Wix? SK: We chose Wix as a partner because we believe in the Wix brand. As Wix continues to evolve both their business and their products, we believe we can offer our customers the best website products on the market. Where we come in and add value is for the businesses that do not want to do it themselves. Our team of experts will take care of setting up and managing all of the work to get your website live. And then, of course, there’s all the work needed to promote your business—which is also where we come in. ABC: It seems it can make all the difference to have someone who's actually an expert in the marketing and branding piece to complete the whole puzzle for you so you're not left scrambling trying to figure out “How do I do all  of it?” SK:  Time is the most precious thing that a business owner has. We often hear from business owners, “I'd love to grow my business, but I don't have time because I'm doing the day-to-day functions.” Well, let us help you grow your business by building the right online strategy, and then you can focus on your business. If you're trying to focus on your business and build your digital marketing strategy and update your website and update your social campaigns and optimize your website and, and, and…the business owner will just run out of time.  ABC: Yeah, it ends up sort of diluting the effectiveness of each of these very vital components when you're not able to focus properly on one specific thing. SK: And it's very difficult for a business owner. They are very familiar with their business—whether that be home services, restaurants, professional services, etc.—but how do they stay educated with what's happening in the digital marketing landscape? They would actually have to set aside time every day, every week to check what's going on with Google, Facebook, website platforms, etc.—and then they don't have time to focus on their business. Partnering with a company like Yellow Pages provides a turnkey solution to help businesses grow so they can focus on their business. The digital advertising landscape is constantly evolving so it's more important than ever to partner with someone that you can trust, like YP. Let’s get down to business. Build your business website  today and check out all of the other solutions Yellow Pages offers to help your business stand out online.

Long gone are the days when you would utter the words “AI” and be met with blank stares. Today, it’s no longer a matter of “What is AI?,” but a matter of “How can I use AI to [fill in the blank]?” AI has permeated nearly every industry, affecting everyone from the small business owner to the corporate giants of the world. Nowadays, a majority of businesses (64%) are optimistic about the impact of AI on their productivity, according to a recent Forbes Advisor survey. This begs the question, what’s next on the horizon for AI? How far have we come, and how far do we still have to go? We spoke with four Wix experts from various fields to get their takes. Keep reading for their candid opinions on how much is left to explore when it comes to AI. Note: The views and opinions expressed in this blog are those of the individual contributors and do not necessarily reflect the official position of Wix. Learn how to start a business on the right foot with the help of sophisticated, AI-powered tools. Get started with Wix’s website builder for small business. Content marketing: “We’re in a mature stage” “I'd say we're in a mature stage of the AI revolution. AI applications are integral to marketing strategies—with widespread adoption of tools for content creation, data analysis and campaign optimization. As technology advances, we keep exploring new ways to use AI for more sophisticated and personalized marketing efforts. AI tools already assist my team in overcoming writer's block and improving the quality of our work. AI-powered analytics platforms also help us analyze consumer trends, track campaign performance and optimize marketing strategies. Looking ahead, AI will bring even more significant changes. We expect advancements in personalization for hyper-targeted content delivery. AI-driven automation will streamline routine tasks, giving marketers more time for strategic planning and creativity. Additionally, AI will enhance customer engagement through smarter chatbots, personalized recommendations and seamless interactions across various touch points. The challenge will be in making sure that AI is fair and transparent. We’ll need to address biases in algorithms and ensure robust data privacy measures. Additionally, there's a need for more professionals who understand both marketing and AI to fully unleash the potential of AI in our field. Ethical considerations are crucial, and responsible use of AI technology is a continuous concern.” - Nirit Braun, Wix content lead Graphic design: “We are on the ground floor” “Compared to AI text generation, AI image generation is still in the early stages. We are still on the ground floor. AI right now is still fluffy and new age-y. Now, it’s time that we take it to the practical level. AI provides this opportunity to bridge the gap between small business owners and the huge corporations that have exponentially more design resources. This is where the magic is happening—in being able to take what the user wants to achieve and proactively building the media that suits their exact preferences. Or, taking something that the user has already created and making deeper changes to the details. This may not sound all that exciting, but it’s actually very ambitious from a technical level. Just being able to take a picture of a product and put it against any backdrop without distorting the proportions or affecting quality in a way that misleads consumers is challenging. Just like how these days someone might type something into ChatGPT and assume the output is correct, we need to assume the same with AI image generation. It needs to be done responsibly and accurately. Ultimately, we also want to be able to preserve the creator’s voice when generating images for them with AI; instead of simply creating graphics that are beautiful, we want to create graphics that actually match a person’s brand and voice.” - Ido Kosover, head of Wix Media Marketing overall: “It’s still relatively early” “Everything is moving really fast but it's still relatively early. There’s so much that we have yet to see. But I think in the near future, the biggest impact that AI will have in terms of marketing will be in personalization. It will help companies big and small go global from day one. For example, let’s say there are three people in a meeting. I speak English, somebody else speaks Spanish and another person speaks Italian. AI is like a magic device that can take what I say in English and personalize it to each person according to their language and culture. Or, in another instance, one concept can be explained at multiple levels so that both the PhD student and a five-year-old can understand. You’ll be able to create one advertisement and have it redesigned for 50 different languages instantly. Or, you could record a video with one actor and dub it—or even change the actor’s clothes, expressions or body movements—to appeal to 50 different cultures. In the grand scheme of things though, I think all this new AI technology will be best used when it makes more time for human beings to be human. It's like going to the doctor’s—these days, you’ll see doctors spend all their time putting info into their records and stressing about documentation that they don't even make eye contact with you, their patient. They’re busy doing all the things that robots could be doing. But AI is teaching us that humans don’t have to do everything. If you view AI as an assistant and not as a replacement, you’ll benefit the most. And soon we’ll see the experts—the people that are really good at their jobs, who are very creative or who have the most unique takes—will be able to scale themselves.” - Shachaf Rodberg, Wix marketing trend analyst Learn more about how AI is transforming business as we know it. Ecommerce: “This is just the beginning” “The AI breakthroughs we’ve witnessed over the last year are just beginning. Right now we’re seeing generative AI dominate headlines and become mainstream. In terms of eCommerce, merchants are already using GenAI on a daily basis to create original content for their digital storefronts, social media, email marketing, SEO—and more. Pretty soon, though, we’ll see the democratization of advanced machine learning (ML) algorithms. Capabilities that were once limited to eCommerce giants will be accessible to any and every online seller. For example, any online seller will be able to benefit from a continuous data loop process, in which customer data is captured, analyzed and applied to optimize their stores automatically in real time. Think: being able to hyper-personalize your storefront to display specific products in a unique order for every shopper, and being able to personalize promotions to each buyer so that they’re more likely to follow through on a purchase. Or, imagine being able to adjust pricing to optimize your profits in real time based on market demand and competition. As yet another example: predictive inventory management, in which AI will forecast product demand for you to prevent over- or under-stocking at any given moment. The scope for innovation is vast in eCommerce.” - Oren Inditzky, Wix VP & GM of Online Stores Hot off the press: Introducing Wix's AI website builder. Create a bespoke website—with a simple chat. Sign up for Wix today and test drive the AI website builder for free.

ABM. If you don’t know what those three letters mean, you need to get up to speed—right away. And if you do know what those letters mean, there’s still a good chance that you’ve got more to learn, as strategies in this area of marketing evolve at a rapid pace. These days, an up-to-the-minute “ABM game” can be a major difference-maker for your overall marketing strategies and efforts. According to a recent Forrester Research article, organizations using ABM strategies experienced a 200% pipeline growth and also saw a 20% increase in their deal size. What is account-based marketing? ABM is shorthand for “account-based marketing.” The term itself was coined roughly 15 years ago, but B2B companies have been practicing it for longer than that. The central concept: target-marketing from the get-go, using the most sophisticated tools at your disposal. In the traditional inbound model, marketers begin with a broad-based approach aimed at attracting the widest range of customers, then narrowing down from there to close actual sales. Account-based marketing does the opposite, focusing on landing a specific target, and then pulling in similar accounts. Agencies then treat that single client as a whole “market” unto itself—a practice commonly thought of as “flipping the marketing funnel.” The basic idea behind ABM is a growing awareness that an effective marketing-and-sales strategy often isn’t about “chasing the lead.” Instead, it’s about “winning the account”—successfully engaging the integrated group of leaders who, as a unit, make key decisions for a given company. And how exactly do you pull this off? You hone in. You customize and personalize. And, usually, you do it on multiple fronts such as account-dedicated campaigns, content, events and creative means. Learn more: Small business marketing Why does ABM work? Account-based marketing isn’t necessarily a replacement for the inbound approach. It’s an alternative type of marketing and especially promising as a way of attracting larger-sized clients. And the industry’s data suggests it’s highly effective and gaining in popularity. 8 advantages of using account-based marketing in your agency: 1. Resource optimization 2. Sales and marketing collaboration 3. Customized client experience 4. Long-term relationship building 5. Client advocacy 6. Analytics refinement 7. Trend navigation 8. Expense reductions and increased ROI 01. Resource optimization By zeroing in on targets that are most likely to become customers, you’re emphasizing quality over quantity. This allows you to allocate resources more precisely, cutting down the dead ends and unfulfilled efforts that are necessary evils of inbound marketing. 02. Sales and marketing collaboration Sales and marketing divisions are rarely on the exact same page—they simply lack communication and use different strategies. ABM puts the divisions on the same page, with the lead-chase and marketing strategy directly synced from the start. 03. Customized client experience By tailoring a specific approach to a specific potential client, you’re getting to know who your client is and the services they offer. You’re thus establishing a firmer foundation as you enter your actual working relationship. 04. Long-term relationship building If you don’t close that account quickly, you’ve still built a bond that can pay off down the road. And whenever you do manage to close, you’ll find that the personalized relationship puts you in a better position to retain the client going forward, which is frequently a challenge. 05. Client advocacy After snagging such an account, you’ve often gained more than a customer—you’ve gained an advocate; someone willing to spread the word on your behalf, and assume some of your marketing burden. This process, known as “land and expand,” is a core ABM strategy. 06. Analytics refinement With the narrower approach, you give yourself clearer insight into how your marketing resources are actually working. You can easily monitor the performance of your assets. For example, you can compare the performance of two different banner ads for the same asset and you can adjust your budget and outlays accordingly. 07. Trend navigation The rise in the use of ad blockers, and the decrease in the efficacy of display ads, indicates that customers are turning from mass-market approaches. This is due in part to living in a world that is oversaturated with advertising. The fluid nature of ABM meshes with this larger shift in consumer attitudes. Following the latest consumer trends will help you cut through the noise and connect with your targeted customer. 08. Expense reductions and increased ROI By confining focus, ABM simply tightens your bottom-line expenditures across the board, even in ways you can’t foresee. You spend less time chasing leads that go nowhere, and in turn your ROI inevitably elevates. What are the key components of an ABM campaign? As noted, an ABM campaign unifies your sales and marketing divisions around a direct and singular goal that’s established from the beginning. Customized around that specific target (and the decision-makers who comprise it), the campaign might use a range of services, techniques and talents within each division. Here are a few examples of talents a successful ABM campaign may use: Data analysts, who assess a range of indicators (from average yearly revenue to brand associations) to construct lists of potential targets, then work in allocating the resources toward reaching those targets Content writers, who take the marketing strategy and convert it into actionable language across a range of platforms, from personalized emails to in-depth business reports prepared exclusively for your target Website developers, who construct client-specific online offerings—for example, customized landing pages on sites Social media experts, who can help funnel content in the right online directions Event planners and creative strategists, who can arrange special activities (meals, meet-and-greets) that get you directly interacting with the clients or developing customized gift ideas Successful account-based marketing examples The following examples of notable campaigns demonstrate the range of possibilities with the ABM approach. While the details tilt extreme—very big companies, very bold ideas—they show how ABM rewards fresh thinking and how it can really push an agency forward. Agency: GumGum Target: McDonald’s GumGum, a Santa Monica-based outfit that develops artificial intelligence tools for use in a variety of industries, wanted to make a direct run at McDonald’s. They decided to build an ABM strategy showcasing the kind of innovation that spoke both for GumGum’s cutting-edge perspective and to McDonald’s key decision-makers. First, GumGum built “burger kits” that included demos of the company’s capabilities. They sent these kits to top McDonald’s employees, with individualized tags on each one. Then, in short videos, they linked one of McDonalds’ core products—the Big Mac—to GumGum offerings, again directly targeting McDonald’s leaders, this on a variety of social media channels. Agency: Intridea Target: Ogilvy & Mather Intridea, an upstart design and development consulting firm, was looking to catch the attention of advertising giant Ogilvy & Mather—literally. So they rented a billboard directly across the street from O & M’s New York City offices, and on it they featured a blunt but compelling copy line: “Ogle this, Ogilvy.” In smaller letters, the billboard directed Ogilvy execs to visit a customized website that featured an assortment of gifs showcasing Intridea’s skills and speaking directly to O & M’s needs. Agency: Rapid7 Target: multiple select accounts To raise its profile, Boston-based security-software firm Rapid7 designed a strategy that mixed old-school with new-school. They assembled a list of executives representing a handful of elite accounts, then direct-mailed each an unusual gift: a throwback model of the View-Master toy. View-Masters are stereoscopes that feature “reels” inside that display classic images. Rapid7’s reels were a little different: They were customized to depict various examples of the company’s latest offerings. 10 Account-based marketing tactics The best ABM tactics fuse three basic elements: the organizational, the analytical, and the personal. On one hand, a quality campaign requires sophisticated data-study and -mining. On the other hand, you’ll soon be moving into territory that goes beyond generic sales pitches and mass mailings, and so you’ll need a distinct, and sometimes delicate, touch. What follows is our funnel, from one end of the process to the other, taking you through 10 tools and techniques that will help you navigate the ABM frontier. Some of these options can be combined, and some work best in isolation; some are new, and some are (relatively) time-tested. Customize your process to ensure best results—just like the best ABM. 01. Create your ABM team A big word in ABM-speak is “alignment,” which refers to the union of historically mismatched agency departments. One great way to strengthen alignment is to create an integrated team within your agency that’s focused exclusively on ABM prospects. Thus your sales and marketing team are automatically—and always—speaking the same language, with a 360-degree operating perspective that will help streamline efforts at defining strategy, organizing messaging and tracking results. This team doesn’t have to be especially large, as long as sales and marketing get proportionate representation. But it does need to be able to develop a strategy that’s fluid, and that’s able to answer all the questions the ABM process throws its way. 02. Nail your research fundamentals When it comes to launching successful ABM campaigns, everything starts with the quality of your lead-generation, and this directly depends on the quality of your number-crunching. “Firmographic data” is the term used to cover information related to industry, location, revenue and company size. This also includes strategy elements ranging from market influence to anticipated break-even points. This is your baseline, and you can’t go anywhere without it. With that foundation, your analysis should pivot into more specific areas of information—the kind you’ll find in your own database, from your own past jobs. The more info you have, the better. You might even find a new lead very close to home, built on an existing relationship. 3. Search for lookalikes Lookalike modeling refers to the process of using an account you already know to project toward the kind of account you want. You can do this by studying your existing customer roster and finding the peak performers in appropriate categories—from “delivering the most referrals” to “best at elevating the reputation of collaborators.” When you do this, you’re more than just exploring a particular dataset. You’re creating what is known as your ICP—your ideal customer profile. And this can, and maybe should, become your standard going forward. 4. Rank your prospects Because ABM by its nature requires a higher-than-typical conversion rate, your team should design a scoring system that squares directly with your agency’s objectives. Not all agencies, of course, value the same things. Create echelons, from most promising on down, built around that self-created criteria (i.e., size, location, culture, brand), and develop inclusion and exclusion filters that stay firm. If you’re doing it right, your list will become the map that guides your ABM strategy going forward. And after you’ve crafted that list, you can input it into one of many online advertising platforms that generates lists with similar leads. This way, leads will start to spawn more leads. But remember: You’re no longer in inbound territory. If you don’t get high-enough scores and strong fits, don’t bother pursuing any further. 5. Embrace the latest technology As ABM continues to grow as an essential option for agencies, the unifying effects of CRMs will help you further manage your accounts and keep departments in sync. Finding the right tool is as important as developing a strong ICP, and now there are platforms—such as Terminus and Engagio—devoted exclusively to ABMs. Terminus, for example, puts a special emphasis on analytics and advertising, and allows you to input your data into its library with specific personas, and then run a simulation to determine how your campaign will perform. By test-driving the campaign before trying it in real life, you can further manage resources and refine goals. 6. Follow their social media accounts When you’ve found an account you’re set on chasing, you’ll also find that you have a direct (and free) window into the client’s mindset: social media. Track down every account on every platform associated with your potential client (i.e. Google Alerts), and just start taking notes. Consider this to be another due diligence step. Soon enough you’ll get a real sense of how your target thinks and operates. Once you’re conversant in their language, you might want to engage—discreetly. Maybe reply to a status update or converse with your target in a Twitter chat. The relationship has begun to form almost naturally. 7. Use online engagement Direct engagement takes the relationship to the next level. The question becomes just how many levels you’re willing to go. By now, individuals receive so many different forms of content that your agency must be ready to meet a variety of content needs at any given time. And that content must invariably be focused, personalized and dynamic. There are many ways to deliver such content, starting with basic customized imagery and messaging via, say email or Facebook. From there you can push further, and consider commissioning eBooks, blog posts and case studies that address areas of your client’s interest. Maybe a whitepaper or webinar connects with a subset of a target’s decision-makers, or a particular sales offer is earmarked exclusively for the target. Yes, you’re thinking about verticals, but don’t take your eye off specific accounts and specific decision-makers at those accounts. 8. Master the platforms The right content needs the right forum. Your research should tell you where the clients you’re targeting make their biggest online imprint, be it on LinkedIn or Instagram. And you should know exactly how they prefer to consume content. For example, they may digest their content in videos, blog posts and direct messaging. However, the website is an ever-dependable entry-point for starting the dialogue or keeping it going. You can design account-specific landing pages that showcase bespoke text and offers, and you might even consider flashing the name of the targeted visitor on the landing page. 9. Add a personal touch Email and social media are no doubt strong marketing tools. But they’re not the only tools, and they can often become crutches. More innovative ABM practitioners try to connect in the real world, too, and there are lots of ways to do this. You can send over thoughtful gifts like sweet treats to the company’s office or direct-mail coffee shop gift cards to the executives. You can also organize workshops, lunch-and-learns and other getting-to-know-you events. Keep these engagements diplomatic and small. The point is not just to make the interaction personal, but to make it engaging. Ideally, you’re no longer seen as a sales caller, but as a fun colleague. 10. Surprise yourself Sure, you can send care packages—or you can send kitschy old toys. And you can craft a custom eBook—or you can rent a terrestrial billboard with a provocative slogan. Previous ABM strategies have incorporated everything from piñatas to tattoos. Ultimately, that’s the point. In ABM, there are few set rules. Just as long as you keep your eyes firmly on your target.

With 8.5 billion search queries processed every day, Google’s strength as an online advertising platform is unquestionable. With so many people flocking to type their questions into that waiting empty box—from locating the nearest Italian restaurant to learning how to paint their bedroom—there are many opportunities to promote your small business. If you’ve only just finished creating your website , Google Ads can help you get in front of new audiences immediately and complement your SEO strategy. But like all marketing strategies , you'll need to learn some tricks of the trade to make sure that your campaign is successful. Keep reading for tips on how to make Google Ads work for you (and check out our guide on Wix Google Ads ). Ready to get started with Google Ads? Manage your campaigns right from your website dashboard using Google Ads with Wix . How does Google advertising work? Google Ads provides a variety of different ways to promote your products, services and content. At the most basic level, Google Ads is a pay-per-click (PPC) advertising platform, allowing you to bid on keywords and pay only when/if your ad is either clicked or viewed. Beyond this, Google Ads offer the below benefits: Campaign types : Google Ads supports search, display, shopping, video, app, smart and Performance Max ad campaigns. The latter two options apply machine learning to automatically enhance the targeting and performance of your ads. Placements : Your ads can appear in a variety of places within a Google search result page (e.g., the top of search results, or on the Google Shopping tab), as well as on YouTube, Gmail or affiliate sites (Google Display Network). Targeting options : Ads can be targeted by keyword, demographics, interest and/or placement. Alternatively, you can choose to target existing customers (or people who are similar to your customers) via remarketing , in-market audiences or similar audience campaigns. Bidding strategy : Google Ads are based on a bidding system, in which the highest bidder receives the best placement. That said, you can choose from several bidding models: cost-per-click (CPC), cost-per-mille (CPM, or cost per 1,000 ad impressions) or cost-per-engagement (CPE). Ranking factors : Aside from your bid amount, Google Ads factor in the quality of your ads (a.k.a. “quality score”), the competitiveness of an auction and the context of a person’s search (e.g., location, time, etc.) to decide when to show your ads. These factors together determine what Google calls Ad Rank. Smart Mode vs. Expert Mode Getting started with Google Ads is easy, especially since you have the option of choosing between Smart Mode and Expert Mode. Smart Mode offers a simpler experience that allows you to delegate most tasks to Google. However, you’ll have limited control over your ads and only be able to launch Smart campaigns. This is a good option for first-time advertisers with smaller budgets, or for business owners who don’t have the time to manage their ads closely. Alternatively, Expert Mode gives you maximum control over your ads. You can choose everything from your campaign type and your targeting, to your bidding structure and exact ad appearance. However, you’ll have to invest your own time into closely monitoring your ads and spend. Expert Mode is the best choice for advanced marketers, though it could also be a good option if you’re willing to spend time testing, learning and tinkering with Google Ads on a regular basis. Note: If you start on Smart Mode, you can switch to Expert Mode whenever. Just go to the settings of your Google Ads account and make the switch. How to advertise on Google (Smart Mode) Ready to start advertising on Google? Below are basic steps for getting your feet wet following the Google Ads’ Smart Mode setup instructions. Do your due diligence Create a Google Ads account Write your ad Select keyword themes Choose your geographic parameters Set your budget Review and pay Analyze and strategize 01. Do your due diligence Before jumping head-first into the world of Google Ads, you’ll want to take some time to map out your goals for advertising on the search engine. This upfront work will help you structure your ad campaigns in an organized way—even if you’re entering in Smart Mode. For starters, ask yourself why do you want to advertise on Google? Are you looking to drive more traffic to your website? Do you want to increase sales on a particular product? Or, do you simply want to raise brand awareness? Consider other factors as well, such as: Your target audience : Who are you looking to reach with your ads? What characteristics, interests and values do your target consumers share—and what should you consider when writing your ad copy or setting up targeting? Your budget : How much are you willing to pay in a given month on Google ads? Set a realistic budget that aligns with your financial resources, while also factoring in the competitiveness of your industry, desired reach and the value of a customer. Your unique selling proposition (USP) : What sets your business apart from competitors? Is it your price, quality, convenience or other factors? This will help you create compelling ad copy. Relevant keywords : What terms or phrases are people searching on Google to find products or businesses like yours? Tools like Google Keyword Planner can help you see the monthly search volume, as well as the average cost of certain keywords. Relevant landing pages : Which page(s) will you send people who click on your ad? Keep in mind that even though someone clicks on your ad, it doesn't mean that they’ll convert. This is why it’s very important to select or create a landing page that is closely aligned with your ad and includes content that visitors expect to see. 02. Create a Google Ads account Now that you’ve defined your purpose for advertising on Google, it’s time to open an account. You can set up Google Ads using your Gmail credentials, so signing up is as easy as clicking “Start now” from the Google Ads homepage . From here, you’ll be prompted to provide basic information, such as your business name, website URL and advertising goals. You can choose from the following advertising goals: Get more calls Get more website sales or leads Get more visits to your physical location Get more views and engagement on YouTube Note: If you have a Premium Wix account, you can start your Google Ads journey directly from Wix, plus leverage Wix's AI for Google Ads . Simply go to “Marketing & SEO” from your site dashboard and click “Google Ads.” Choose a Smart campaign or Google Performance Max campaign (if applicable), and automatically sync your Google ads with your Wix website content and/or product pages. 03. Write your ad Google’s setup process makes it easy to create your first Smart Campaign ad. Google will pre-populate some text suggestions for you based on your business information. Tweak these suggestions as needed, keeping your target audience in mind. You can add up to four headlines at this stage, each containing up to 30 characters. Google will show these headlines in any order that it sees fit, so make sure that each headline makes sense on its own. As a general rule of thumb, you’ll want to make sure that your headlines include strong action words and relevant keywords. “Your three headlines should work together, building on each other to say something about what your customers are searching for (without repeating themselves),” advises Google . “For example, if your small business sells sunglasses, your three headlines might say: ‘Sunglasses For Sale,’ ‘Find Your Perfect Frames’ [and] ‘Shop Our Collection!’” Add up to three descriptions (each containing up to 90 characters), which will appear below the headline on the text ad. Keep in mind that Google may not only show one of your descriptions depending on the SERP—you’ll therefore want to make sure that each description can stand on its own, and to include a strong call to action. Avoid making claims that aren’t supported by evidence (e.g., “Number One Bathing Suit of All Time!”) or spamming your descriptions with keywords. 04. Select keyword themes Keyword themes are phrases that help Google understand which keywords you want to target with your ad. In other words, instead of picking individual keywords to target, you can feed Google a few keyword themes; Google will show your Smart ad for similar keywords. For instance, by picking the keyword theme “gym,” your ad might appear for “gym near me” or “local gym.” For this reason, you’ll want to make sure you pick a keyword that has the right intent. Don’t simply look at search volumes. Rather, look for keywords that precede the right actions, e.g., “gym shoes” if you’re looking to sell sneakers. You can additionally add negative keyword themes (i.e., keyword types that you want Google to avoid targeting) after you’re all done with setup. Google recommends adding 10 keyword themes at most—any more than this, and you risk targeting too broad of an audience. If you have more keywords than you know what to do with, you can always create separate campaigns for various keyword themes and thereby better monitor your targeting and spending. 05. Choose your geographic parameters At this stage, you can specify whether you want your ads to appear to a broad audience or audiences within specific locations. Enter an address, zip code, city state or country. Location targeting is especially useful if you have a brick-and-mortar location. For example, if you have a store located in New York City, you can set up your ads to appear in front of visitors within 25 miles of Manhattan or your specific store location. Alternatively, if your store is able to ship to anywhere in the U.S., you can set your location to “United States.” 06. Set your budget Google will provide a few budget options with estimates for how many ad clicks each budget can get you. Alternatively, you can enter your own budget—but bear in mind that your daily spend will fluctuate. You may spend more than your daily average in one day, but spend less on another. However, Google will not exceed your monthly max. 07. Review and pay Double check your work before activating your campaign. Rest assured that you can make edits even after your ads are live. If everything looks good to go, confirm your payment information. At this point, you can either set up automatic payments—in which Google charges you on the first of every month—or make manual payments. 08. Analyze and strategize Once your Google ads are like, the Google Ads dashboard will track four metrics: impressions, clicks, calls and conversions. You can also use your search terms report to drill down a bit deeper. In addition to this, Wix users can lean on Wix Analytics to see how many new site visitors or purchases are coming from Google ads. If you notice a large gap in numbers between how many people click on your ad and how many people interact with your website, take another look at your landing page and make sure that it’s tightly aligned with your ads. Strip your page of any distractions and test out different CTAs or other special features. Keep close watch over the quality score of your ads. Strategically thinker with your ad creative, as well as your pages. How to advertise on Google (Expert Mode) Once you get the hang of Google Ads, consider switching to Expert Mode for more customization options and to get a deeper look into your campaign. Or, you can create your first campaign on Expert Mode by simply switching modes on the first few setup screens. Expert Mode requires more maintenance and strategic thinking than Smart Mode, but it gives you complete control over your Google Advertising campaign. When starting a new Google Ads campaign in Expert Mode, you’ll have to: Choose your objective Define your campaign settings Set your budget and bidding Decide on ad rotation Create your ad groups Add your keywords Construct your ads Incorporate assets Confirm payment info and launch 01. Choose your objective When switching to Expert Mode, you’ll see many more options for how to set up your campaign. You can choose from the following: Sales Leads Website traffic Product and brand consideration Brand awareness and reach App promotion Local store visits and promotions Create a campaign without a goal’s guidance Depending on what you click, Google will suggest the best campaign type for your goal (though you can always go off-script and choose one that’s not listed). You can choose from one of these campaign types: Search Performance Max Display Video App Smart Discovery Shopping Each campaign type will have its own series of setup steps, such as choosing a conversion action or deciding on a campaign subtype. 02. Define your campaign settings This setup page will look a bit different depending on your campaign type and objectives, but you’ll generally need to fill in the following the details: Campaign name : Choose a name that’s easy to understand and defines the intent of your ads. The campaign name is for internal purposes only, but it’s key for remaining organized. Networks : When applicable, you’ll need to choose whether to show your ads on Google’s partner sites to broaden your reach. Locations : Decide which regions you want to target, be it a country, city or zip code. You can even choose locations to exclude—for instance, if you only want to target the contiguous U.S., you can exclude Hawaii and Alaska. To take this one step further, you can choose whether to target people who are only present in your target location, or those who are present and/or have shown interest in your location. Languages : Choose the languages that apply to your target customers. Audience segments : This is an optional setting, through which you can either add a remarketing list or add additional parameters for targeting, e.g., only target parents of toddlers (one to three years old), or people who’ve shown an interest in children’s toys. Pro tip: exclude this setting or start broad to begin with, then start narrowing your audience once your campaign is live and you have more data to work from. 03. Set your budget and bidding Decide on your daily budget. The goal is to spend just enough to get enough reach (and, as result, data to work from) without overspending, or paying for irrelevant impressions and clicks. A good starting point is to perform keyword research. See the average CPC for your target keywords, and make sure to identify keywords that—like your budget—aren’t too narrow or too broad. Use your research to calculate your daily budget. Google may go above or below your budget on any given day, but it will not go above your daily budget times the average number of days in a month. Plus, you should expect your budget to fluctuate depending on seasonal demand or other factors. After you’ve set your budget, decide how you want to be charged. Bidding options will vary by campaign type, but you’ll generally want to choose between clicks or impression share. You may see options for manual bidding versus automated bidding: with manual bidding, you’ll be telling Google how much you’re willing to spend for each keyword, whereas with automated bidding, Google will decide on your max CPC bids for you. If you’re new to Google advertising, it’s recommended that you start with automated bidding. 04. Decide on ad rotation (optional) Within your campaign settings page, you can click “Show more settings” to change your “ad rotation” settings. By default, your campaign will be set to “Optimize” which means that Google will show the ads that it believes will get the most clicks or conversions. However, you can choose to rotate your ads evenly or rotate ads indefinitely (without optimization). These options may be good if you’re looking to run controlled tests, but you’ll likely want to begin with the default setting. 05. Create your ad groups Ad groups are particular sets of ads within your larger campaign. Each ad group has its own ad creatives and target keywords. They’re intended to keep similarly themed ads together to ensure that your audience is presented with the most relevant ads. For instance, let’s say you have a Search campaign that’s intended to drive more web traffic to your online pet supply store. You may create these ad groups: Ad group 1: Dog Supplies Keywords : dog food, dog toys, dog beds, dog collars Ad 1 : “Shop for dog supplies online. We have a wide selection of dog food, toys, beds, and more.” Ad 2 : “Dog supplies on sale now! Save up to 50% on our selection of dog supplies.” Ad group 2: Cat Supplies Keywords : cat food, cat toys, cat beds, cat litter Ad 1 : “Shop for cat supplies online. We have a wide selection of cat food, toys, beds, and more.” Ad 2 : “Cat supplies on sale now! Save up to 50% on our selection of cat supplies.” Alternatively, you might want to create separate ad groups per product (e.g., one ad group for dog toys, another for dog beds). How you organize your ad groups will depend on your business, your target audience(s) and your keyword research. You’ll want to make sure that each ad group has a distinct focus, and a large enough audience as indicated by your research around keyword volume. 06. Add your keywords As noted above, you’ll need to select specific keywords for each ad group. At this stage, you’ll want to experiment with a variety of keyword match types . Broader match types capture a larger audience, but may not attract users with the right intent. Meanwhile, narrow match types (i.e., exact match) will target more specific users. However, your reach will be very limited. As a general rule of thumb, it’s better to start broad and narrow down your keywords as you collect more data—at the same time, using phrase match or exact match can help you control costs better. Note that you can also add negative keywords, which prevent Google from showing your ads for irrelevant searches. 07. Construct your ads Now that your campaign and ad groups are all set up, you can construct your ads. The steps will vary depending on your campaign types: For search ads : Write clear, persuasive copy for the headline and description. For display ads : Provide a headline, description and an image or video in the appropriate specs. For video ads : Upload a video that’s formatted for YouTube. For Shopping ads : Upload your product information—or use Wix’s Google Ad integration to automatically sync your product data with your ads. Make sure your ads are tightly aligned with the search intent of the keywords that you’re targeting. Consider your audience’s preferences and traits when building any visuals, and speak to their values in your copy. 08. Incorporate assets Assets , or ad extensions, are content pieces that you can add onto your ad to provide extra information to searchers. They increase the amount of space your ad takes up and don’t cost extra, so use at least one. Assets lead to a higher CTR (up to 15%, according to Google), which increases the quality score of your ad. There are nine types of assets: Sitelink assets : Specific page links Callout assets : Brief company highlights Call assets : Phone number or call button Image assets : Visuals that complement text ads Location assets : Address and other business information Structured snippet assets : Additional header with related values Price assets : Interactive price breakdowns App assets : App download links Lead form assets : Contact forms 09. Confirm payment info and launch As the final setup step, you’ll need to enter your payment information and confirm that everything looks as it should. When ready, hit “submit” and launch your ads. Establish a system for checking on ad performance frequently and making tweaks as necessary. Simplify Google Ads with Wix Looking for a smarter and simpler way to manage your Google Ads? Google Ads with Wix lets you create an ad campaign directly from your website dashboard. Avoid having to manually upload your product data or jumping from screen to screen to manage your ads. With Wix’s Google Ads integration, you can create a Smart campaign or Performance Max Shopping Campaign (only for Wix Stores). Learn more . How to advertise on Google FAQs How much does it cost to advertise on Google? The cost of advertising on Google will vary, depending on the keywords you want to target their competitiveness and how many people click on them. Cost per click for a Google ad can range from a few cents to tens of dollars depending on the type of ad and keyword. When you start Google ads you will need to set a budget for your campaign either as a total amount for the entire campaign run or as a daily budget. Google also uses an auction system for ads, where you bid on keywords and depending on your relevance and budget, Google will show whether to show your ads and in which order. Generally the more you pay, the higher on the search page your ad will show. Other pricing models on Google ads include cost per acquisition or cost per impression. How to advertise on Google for free? It's not possible to advertise for free on Google. However SEO, or search engine optimization is a way that websites can appear in search engine results pages as organic results. This is a marketing strategy that involves optimizing your pages for search engines and their organic, not paid results. How to advertise on Google for beginners? Follow these basic steps to get started: 1. Create a Google Ads account. 2. Define your campaign goals and target audience. 3. Choose campaign type (Search, Display or Video). 4. Set a budget and bid strategy. 5. Create compelling ad copy with relevant keywords. 6. Design eye-catching visuals if using Display or Video. 7. Monitor performance and adjust settings regularly. 8. Check and interpret Google A4 (once Google Analytics) for in-depth insights. What is Google Analytics? Google Analytics , now renamed GA4, is a web analytics service that tracks and reports website traffic. It provides valuable insights into user behavior, helping businesses understand their audience, measure marketing efforts and optimize website performance. With features like traffic sources, user demographics and conversion tracking, it aids data-driven decision-making when advertising on google. What is Google Adsense? Google AdSense is a program that enables website owners to earn revenue by displaying targeted ads on their sites. Advertisers bid to display ads and website owners earn money when users interact with the ads. It's an effective way for publishers to monetize their online content through Google's advertising network. It's a popular way to advertise on Goog.e

Since Twitch launched in 2011, the live-streaming platform has evolved beyond its gamer origins into a viable social media marketing tool. That said, Twitch is no Instagram or Twitter. While some brands may find it incredibly valuable and lucrative to leverage Twitch as a means of building brand awareness and generating leads, others won’t. In this post, we’ll learn the platform’s ins and outs—plus how Twitch works for business and whether or not it fits your brand. Starting a business with Twitch? Make sure to create a website for your brand and direct Twitch audiences back to your owned-and-operated channel. What is Twitch? Twitch is an Amazon-owned, live video-streaming platform. While the most popular content created on Twitch falls into the video game category, creators stream out other genres of content as well. The main categories of content include: Games IRL (In Real Life) Music Esports Creative However, individuals and brands alike can live stream content related to topics like music, web design, product unboxing, DIY, animals and fitness. How does Twitch work? The Twitch.tv platform works as follows: Account page Twitch streamers create branded account pages. At the very top of the page, users can see if the streamer is currently online or offline. While offline, the streamer can choose to embed a recent stream for users. For example, the Netflix Twitch account page looks like this: Users can peruse information about the streamer, view recent broadcasts, watch select videos and look at the upcoming streaming schedule. They can also follow the streamer from this page. Some channels also allow followers to subscribe for a fee. In return, the subscriber gets special benefits such as ad-free streams, exclusive chats and special badges. Live broadcast Twitch creators can stream videos that last anywhere from one minute to eight hours. When streamers go live, the video broadcast takes up the majority of the user’s screen. For example, a broadcast from TheStockGuy looks like this: In many of these broadcasts, the streamer appears in a small box in the video’s corner so that users can watch them as they talk. This format is common in gaming and other visual-forward content. Other broadcasts look more like YouTube or Instagram’s video streams. Here’s a good example from the tominboston account: If users want to focus on the broadcast, they can minimize the two sidebars. The one on the left shows recommended streamers and the one on the right contains the stream’s chat. Chat box Like other live streaming services, Twitch creators can engage with anyone watching their live streams via the chat box. Users can also interact with other users—replying to and sending emoticons. However, Twitch allows streamers to enable and create custom Emotes (i.e. emoji) for their audience. You can catch a glimpse of one of these Emotes in the chat box beside Maya’s live stream: When you click on an Emote a user shares, more details appear about the Emote: You can see that these Emotes are unique to Maya’s channel and that only Tier 1 subscribers can access it. Calls-to-action for following and subscribing appear as well. Who uses Twitch? Back in 2018, Business Insider reported that, on average, about 1 million people tune into Twitch at any given moment. That put Twitch on the same level as major cable platforms like Fox News, ESPN and MSNBC. According to Twitch Sales in 2022, roughly 2.5 million concurrent viewers and about 31 million pass through the platform every day. This is likely because Twitch streams to many devices, including: Desktop computers Laptops Tablets Smartphones Streaming devices (like Roku and the Fire stick) Smart TVs Game consoles According to TwitchTracker, Twitch users have watched 841 billion minutes of streams in the first eight months of 2022. In terms of Twitch users, the audience breakdown looks like: 75% of Twitch users are between 16 and 34. 65% of users are male. Users stream Twitch content in 35 languages. English is the most commonly spoken language. Spanish, Portuguese, Russian, and Korean are other popular languages. In sum, Twitch tends to attract a young, multicultural and heavily male audience that use the platform for building and engaging in community. How to use Twitch for business The massive number of highly-engaged number users make Twitch one of the best marketing strategies for businesses. Twitch Sales reports that its users have a special relationship with advertising: They believe that ads enable streamers to continue creating free content. They tend to buy from brands they’ve seen advertised on Twitch. They’ll buy products or services to feel a greater connection with a community. If you can use Twitch for your brand, you’ll market to an audience that’s receptive to marketing and advertising. In return, you’ll boost brand awareness, enhance your lead generation efforts and increase sales. Pro tip: You can generate traffic and exposure towards your Twitch channel along with all of your online assets with the help of a link in bio tool such as Hopp by Wix. Businesses use Twitch in three ways: 01. Become a streamer Brands, both large and small, have their own streaming channels on Twitch that lead back to their website via captions. GameStop, for instance, streams a video every Friday from 3 p.m. to 5 p.m.: GameStop has extended its in-store brand experience online. Some videos give previews and highlights from video games while others show content like unpacking videos or how to build a custom PC gaming system. Smaller brands and entrepreneurs become Twitch streamers, too. For example, Jeff, a personal trainer, runs the FitForPurpose account: Monday through Thursday, Jeff livestreams new videos on the channel. His goal isn’t to push his personal training services on anyone but to instruct and inspire his community. To succeed as a streamer, you must have something valuable, entertaining or educational to share with your audience—and not ask for anything in return. 02. Run ads Streaming isn’t a viable marketing option for many brands. Creating content, engaging with the audience in real time and building a community around a channel can prove to be too time-consuming. If streaming isn’t for you, you can boost your brand’s presence through paid media. Similar to YouTube’s advertising model, you can run video or display ads on Twitch. Both Twitch creators and their followers understand the necessity of mid-stream ads—especially when the content is free. With all parties receptive to advertising, consider this avenue if you have the money for it. Twitch doesn’t actively publish its ad rates on the site, but there is a contact form that asks for your budget. The smallest budget range is Less than $50,000. The highest budget range is Greater than $1,000,000. This high cost can explain why companies like McDonald’s can afford to run ads on top Twitch channels like VALORANT’s: Granted, brands can walk away with huge benefits. VALORANT has over 3 million followers and streams for hours every day. That means huge boosts in brand awareness (and sales) for brands whose ads appear during the broadcast. 03. Partner with streamers Your last option for using Twitch for business is influencer marketing. By partnering with an established creator or sponsoring their content, you can get your brand in front of a large audience. Depending on how actively the streamer promotes your brand, it could bring you major leads and revenue. That said, a popular streamer doesn’t need to name-drop a brand to influence their followers. A visual brand placement can effectively reach viewers as well. For instance, Monster Energy sponsored a cristijAn stream, and placed their logo atop the streamer’s window: Pro tip: You can explore your options and create a similar logo for yourself with a Gaming Logo Maker or Twitch Logo Maker. Learn how to make a Twitch logo for your channel. Twitch influencer marketing costs often depends on the following: What category they create content for How many followers they have How many views their videos get How frequently they will promote your brand What type of partnership or sponsorship they run Whether they want payment, free products or free services in exchange for promotion Just as with other types of influencer marketing, if you want to get the greatest ROI, your Twitch partner should relate to your brand. For example, CristijAn’s channel centers around gaming; energy drinks are popular with gamers, so the partnership works. Note: Entrepreneur reported in 2022 that Twitch had plans to cut streamer earnings from subscriptions. Estimates put the earnings reduction between 50% and 70%. While streamers who depend on user subscriptions are furious about this decision, this opens up a massive opportunity for brands. For starters, you likely don’t care about subscriber revenue as you’re using Twitch to build brand awareness and gain leads. So if streamers start abandoning the platform, that’ll make room for brands like yours to revolutionize the content that gets noticed there. Also, if streamers don’t make as much money from subscriptions, they might take on more advertisers, partners and sponsors. This could mean partnering with smaller, unknown brands they might not have previously considered. Is Twitch right for your brand? When brainstorming types of marketing, you may want to consider if Twitch fits your brand. Consider the following: 01. Is your target audience there? Twitch tends to skew younger, male and international. If your brand targets a broad range of users, then you might be okay using Twitch. However, if your brand happens to attract older users or operates in a more traditional or conservative space, then you may not find Twitch to be a worthwhile investment. 02. Does your brand fit with Twitch's vibe? You don’t need to be a gamer or influencer to fit in with the Twitch crowd. All that matters is if you can naturally convey your message in a live video. For instance, have you ever considered starting a vlog or podcast for your brand? Think about how you’ve used video or audio in your business and see if you can translate it for a Twitch audience. Dr. Drew, for instance, has a channel on Twitch where he airs hour-long "Ask Dr. Drew" episodes: 03. Will your content be entertaining enough? Back in 2014, Slate contributor Seth Stevenson asked why anyone would want to watch others play video games on Twitch. After spending some time watching various streams on the platform, Stevenson came to an interesting conclusion: “What about those low-key channels where it’s just one dude gaming, and shooting the breeze with his thousands of viewers? Well, those viewers are finding a community of like-minded souls, they’re engaging over a shared interest, and they’re getting tips from superior gamers on how to win at the games. How is this different from watching a cooking show that mesmerizes you while also teaching you how to make a soufflé? Or, for heaven’s sake, watching a show about remodeling nondescript houses in suburban neighborhoods?” Unlike reality TV programming or YouTube channels, Twitch allows users to engage with creators and other users in real time over their shared interests. Does your brand (or even just you as the face of the company) have something entertaining or edifying to share? TheCrossFitGames is a good example: CrossFit, in general, is known for its community. It can also produce content around its Games for others to watch and enjoy. 04. Do you have the time to devote to it? If you choose advertising or influencer marketing, you’ll devote minimal time designing Twitch ads or promoting your live stream. However, if you want to create, you must invest a significant amount of time. First, you’ll need to design your channel’s artwork, come up with content for the About page and maybe even customize Emotes for your subscribers. Second, you’ll have to produce your content, create a schedule, promote it on other channels, film the live streams and engage with viewers. Your broadcasts must not only be super engaging, but also well-managed. Planning and organizing has allowed Twitch brands like NASA to amass over a million followers: 05. How much money can you realistically invest in Twitch marketing? Streaming is an affordable venture. By Entrepreneur’s estimates, it could cost about $100 to buy a bundle of live streaming gear. That includes things like a tripod, an extender and lighting. Advertising, on the other hand, will likely cost your brand thousands of dollars a month. You may cut costs through influencer marketing—especially if you exchange product for exposure—but it’ll still cost your brand money.

Every entrepreneur is faced with the same challenge. Somehow, some way, you need your company to stand out and leave its mark in the market. But, of course, this is easier said than done. Memorable brands aren’t built overnight, and a brand development strategy requires much more than a cool logo or a catchy slogan. As a Wix Partner and founder of Small Business Startup Solutions, I've had the privilege of working closely with entrepreneurs across various industries. Together we’ve built, rebuilt and fine-tuned strategies for solidifying their brand positioning and creating a stronger market presence. Below are some of my insights from over the years, and tips for navigating the many components of brand development. Build your brand with the Wix Logo Maker. What is a brand development strategy? A brand development strategy is the plan for creating a brand’s image, positioning it in a market and building brand equity. Having a strategy in place will ensure that consumers can identify your brand and distinguish it from others, even as your business evolves. Often, the first step to creating a brand development strategy is to evaluate your company’s current market positioning, and the brand characteristics that helped you get there. It doesn’t always involve redoing your current branding—rather, a brand development strategy could mean expanding on your existing strategy, and creating better alignment or efficiencies between your assets. While an agency like mine would assist with things like your web design, logo design, email marketing and other marketing efforts, your brand development strategy could also impact your product development strategy and customer service (among other areas of your operations). Branding vs. brand development: what's the difference? Branding and brand development are often used interchangeably, but they’re actually two different things. Branding is the process of creating a unique identity for a product or service. It involves the tactical steps of designing your brand’s visual elements (such as its logo and color palette) and brand messaging (such as its tone of voice and value proposition). Brand development takes the branding that already exists and uses it to create new ways to support your company’s growth. For example, think of a pizza shop that wants to start selling their sauce in grocery stores. This requires creating new labels, packaging and quality standards. The pizza shop’s website branding, social media and marketing all need to reflect the new product line, too—which all relies on having a clear brand development plan to guide the way. How do you know you need a brand development strategy? While your company’s internal goals may be an obvious reason for needing a brand development strategy, there are also plenty of external factors that create a need. For instance, a change in the demand for your product or services may cause you to consider adding or eliminating parts of your brand. Consumer feedback can further indicate what is and isn’t working about your current branding. Or, pressures from new competitors or market challenges may force you to rethink your strategy. A strong brand development strategy can help your products to be seen by the right audience sooner, saving you valuable time and money. 4 popular brand development strategies There are many ways that you can expand your company’s brand. Let's take a look at the four main ways that companies implement their brand development strategy. 01. Product line extension If you’re looking to bring more value to your current customers, you can offer an additional product line. A product line extension involves offering a new product in the same category as your existing products. Under this strategy, you’d apply the same, existing branding to your new product line—which can help create a soft introduction to your new product(s) and encourage customers who already enjoy your products to give your new items a try. At the same time, this strategy could help you attract new consumers by offering something that wasn’t available in your store before. Christiane’s Handcrafted Jewelry offers a variety of silver and gold necklaces, earrings and rings. Christiane is constantly creating new jewelry designs in her studio to extend her product lines within her existing categories. As new jewelry is finished, it can be found on display in her store, online (via her website and social media) or at shows. 02. Multi-brand Your company may decide to create multiple brands to target consumers in different markets. Consumers may not be able to tell that the additional brands are housed under a parent company because each brand or subbrand markets itself differently. For example, Horseshoe Media is a California-based advertising and marketing company that provides digital marketing, social media marketing and consulting services. They house a variety of marketing brands. They own All Country News, a media outlet for country news; Good Scentiments, a candle line that promotes collaborations with musical artists and donations to charity; and MUSICVRSE a music media company that covers a variety of genres. Thanks to this multi-brand strategy, Horseshoe Media has been able to strengthen its following in multiple areas of media advertising. 03. Brand extension A brand extension strategy is when your business uses its established brand name to elevate a new product, product category or version of an existing product. It can also involve combining two well-known products or services together in order to tap into the brand loyalty of existing customers. For instance, artist Rigo Peralta established himself by selling surrealist paintings that, in his words, “represents the push and pull between humanity and machinery.” Peralta’s works are available for purchase online and at his studio (Rigo Peralta Art Studio) in Allentown, Pennsylvania. He has also launched an apparel and accessory line called Rigo Collections. Rigo Collections sells print-on-demand products featuring Peralta’s art, and is similarly available online or in the studio. Peralta additionally decorates his vacation property in the Dominican Republic with his art, creating a fully immersive experience. All of these channels together provide multiple avenues for art enthusiasts to get to know Peralta, not just as an artist but as a powerful, recognizable brand. 04. New brand A new brand strategy focuses on creating a new product in a new product category (i.e., creating a brand name from scratch). Take McPhee Family Farms as an example. This family-owned farm specializes in supplying farm-raised beef, pork and produce to serve its local community. They are preparing to open a second business, McPhee’s Butcher Block, which will pay tribute to the farm while offering an in-person retail location (plus an online store) to meet the demands of the everyday shopper. The Butcher Block logo resembles the Family Farm logo to show the relationship between the two brands. Meanwhile, the Butcher Block site embraces tones of a family-oriented atmosphere by weaving in family history and incorporating cooking methods that have long been honored by the family. The 6 stages of brand development: steps for building a solid action plan Identifying the best brand development strategy and creating an action plan starts with analyzing your company's direction, the industry and the overall market. Then, once your plan is in motion, it’s important to set up a process for measuring the performance of your strategy to ensure that you’re making the best decisions for your company, both now and in the future. These six steps can help you to check off all the essential boxes and get your strategy off the ground. 01. Consider your business strategy Your business strategy can (and should) inform your brand development strategy. Maybe you’re seeing that one product is driving a majority of sales, or that one particular subset of buyers is making the most purchases from your company. Think about who you want to target (new or existing customers), and how effectively your brand is currently reaching them. You can use the same KPIs that you use to assess the current state of your business to evaluate the performance of your marketing, and to serve as a benchmark for future performance. By clearly defining the goals, vision and mission for your company as a whole, you can better create a brand that reaches the right people. Your business strategy can further help you decide whether to focus on a product line extension or another type of brand development strategy. For example, take a look at your current sales and expenses of your business. What drives your revenue and where are your costs high? What do your growth numbers look like? At the end of the day, you’ll want to: Make sure that your messaging is relevant to your target audience Align your brand with real customer needs, as voiced directly to your team or elsewhere (e.g., social media) Create a brand that’s unique from your competitors Ensure that everything from your logo to your messaging can evolve as your business grows 02. Do market research Market research is necessary for understanding how your product compares to its competitors, industry and overall market. External factors like overall industry health and/or new trends can impact how well your products may be accepted. Start your market research with a competitor analysis. Take a look at what your competitors are selling, how they’re selling it and who their consumers are. How have they expanded? Are your competitors selling their products in packages or as subscriptions? By analyzing your competitors, you can dig up some good inspiration or spot strategies to avoid. Next, study the industries and markets that you compete in to glean insight into current and future demand. For example, during the COVID-19 pandemic, a company that may have wanted to expand into a physical retail location may have decided that the market outlook was too poor to attempt to do so. Even though external factors can be out of your control, they can significantly impact the performance of your brand. 03. Determine your target audience It goes without saying that in order to clearly and effectively promote your brand, you need to know who you’re talking to. This means going beyond surface-level information and challenging assumptions that you may have about your current or target audience. This also means narrowing down your scope to specific segments of customers who want and need your products or services. It's possible that your new strategy will cater to the same target audience that you have been serving. However, it’s equally possible for you to identify a smaller segment of customers, or a new segment to engage. One way to define your brand’s target audience is by creating personas. Pretend that your audience can be represented by a single person. Give that person a name. Describe who they are. What do they like? What do they dislike? Where do they live and what are their daily habits? Tailor your messaging to speak directly to these personas, and find the best channel to communicate with them. Moreover, use your personas to guide your thinking around brand development—how can your brand best serve their needs? 04. Develop your brand story and personality Before you start crafting your brand assets, ask yourself, what is your company’s mission? What is your vision? The answers to these questions can re-establish the “why” behind your business, which, in turn, can inform your brand story and personality. Your brand's personality can carry similar traits to that of a person and can be used to influence your company name, logo and taglines. For example, when engineering company EU Design Consulting approached my agency, they knew they wanted to convey experience, reliability and professionalism in their messaging. Understanding these brand characteristics helped to create a simple yet sophisticated logo, alongside a website that reflects the company’s maturity and expertise. Your brand characteristics can further guide the type of content you produce in the future, from your emails and your blogs, to your social posts and advertisements. 05. Build a brand guide A brand guide addresses the visual and messaging guidelines for your brand. It defines your brand’s preferred typography, color choices and style—with the goal of maintaining consistency and communicating your brand personality.You may already have a brand guide in place, but chances are, you’ll need to tweak it for any new offerings. For instance, if your company chooses to introduce a new product line, how does that tie in to all of the other branding that exists? To create a brand guide, I recommend keeping it simple. Your brand should involve two to three brand colors as well as font choices. Make sure your guide includes your logo and all of the acceptable variations or placements of your logo. In addition to this, provide guidance on the types of media to be used, brand voice, tone and more to guide any new marketing and communications. 06. Track your progress As you start applying your new branding across your business, you’ll want to actively track your progress and impact. Establish clear KPIs, such as the ones you already use to assess your business strategy, from the get-go. Use benchmark data to compare your business’s performance from before and after your strategy has entered the market. To that end, Wix Analytics can help you connect the dots between your new strategy and sales or web performance. You should also compare your progress to the performance of your competitors, industry and market. Tracking your progress will help to identify if any pivots need to be made in your strategy, or can confirm if you’re on the right track.