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In today’s digitally connected world, there’s no shortage of ways to share your knowledge with your audience - even from within your home. Whether you create a website , host a podcast or write a blog about your industry, you have several platforms and marketing strategies to choose from. One such option is creating a webinar. Though easily overlooked, webinars are powerful tools that help participants learn important new skills or gain industry insights from expert speakers. Not only that, but they’re also a great way to build profound connections with your audience and engage users with your brand. Not sure where to start? We’re going to break down how to create a webinar below. How to create a webinar Pick a subject Determine your format Choose a platform Gather your equipment Develop content Assign roles Schedule your presentation Promote your webinar Perform a dry run Host your event 01. Pick your subject The first step in creating a webinar is to select a compelling subject. No matter how much you already know about your chosen subject, research the latest information your industry has to offer so your webinar is relevant and fresh. A good place to start is by taking a look at your competition and other similar webinars available online. Take notes on how they’re structured, the slides they use to illustrate their points and how you would change things if it were your own. Take equal note of whether similar webinars are charging for access. If your competitors are requesting payment, consider offering yours for free or charging substantially less, as this could give you the advantage in the long run. If you do decide to charge a fee, be sure to provide your audience with extra value that your competitors aren’t offering. 02. Determine your format Once you’ve researched your subject and your competitors, the next stage in creating a webinar is to focus on the presentation itself. Start with the format: What kind of presentation will you be giving? The complexity of the topic and how many speakers you plan to have can help you narrow down your choices The four main webinar format options are: Panel discussion: This involves a moderator guiding the discussion and asking questions of the panel members. This is a great way to showcase multiple perspectives on a similar issue or topic and is also a more conversational style. Single speaker: Single speaker presentations are ideal for smaller audiences and require one individual to lead the webinar and answer any questions asked by attendees. Live Q+As: While Q+As are typically included at the end of webinars, you can also create a webinar that primarily focuses on answering audience member’s questions. If you choose to go this route, it’s highly recommended to alert attendees of the format ahead of time so they can prepare their questions. You can even ask audience members to submit questions ahead of time. As the host, you should also have questions ready that people may not think to ask. This way, you’ll be prepared to fill any lulls or awkward silences. Interviews: Interview webinars are highly engaging because they encourage a more conversational flow. Interviews involve an interviewer asking pre-arranged questions to the person of interest. You can also choose to have your audience members add to the conversation by allowing them to ask questions if time allows. 03. Choose a platform The next step is to choose the best platform for your webinar. The format you choose will help you determine the best one to use. If you want an all-in-one solution, you can live stream with Wix Video, allowing you to engage with your audience in real-time directly from your website. You can also use paid platforms such as Demio , GoToWebinar, or Zoom . When choosing your platform, consider your needs and the goals of your webinar. Take into consideration how big your audience will be, how much you’re willing to spend, and what kind of tools you’ll need for your presentation. Do you need a platform that allows for multiple speakers and a Q+A session? Make sure you choose a service that has all the functions you need to deliver your presentation. 04. Gather your equipment Next, you’ll need to choose your physical equipment. Because webinars are not conducted in-person, you’ll need reliable tools that ensure high-quality audio and visuals. Here’s a basic list of the things you’re going to need for this type of content creation: A capable computer or laptop Ensure that the computer you’re using can handle running multiple heavy applications at the same time. The last thing you need is for your computer to slow to a crawl because you’ve put it under too heavy of a load. In addition, make sure you have a reliable internet connection so that your presentation is smooth and clear. You may even want to consider having a backup laptop with all the data from your webinar saved, just in case your primary computer decides to malfunction. Webcam or camera Depending on your webinar format, you have a few different options for the type of camera you use. A single speaker discussion will do fine with a standalone webcam — just make sure it can record or stream a minimum of 1080p HD at 30 frames per second. If you’re pre-recording your webinar, you should record it with the highest quality camera you can. Lighting devices This may not be necessary for everyone, but it’s a good thing to consider if the lighting in the space where you’ll be delivering your webinar isn’t ideal. You can invest in a ring light, box light or even accent lights to brighten up your space and make sure your speaker is seen clearly. Microphone Whether you're teaching an online course or presenting your latest findings, it’s essential that your words come across clearly. Invest in a USB microphone that’s compatible with your webinar software. The Blue Yeti microphone, for example, is popular with podcasters and will ensure that your voice sounds clear during your webinar. 05. Develop content Now that you have all the tools you need, it’s time to start creating your webinar content. Here are some tips for building your presentation: Script First, create a script for your entire webinar so you can keep yourself on track. It’s not imperative that you follow it word for word, in fact, you most likely won’t. But writing it out will help you structure your presentation. Make sure to leave some wiggle room for deviations and on-topic tangents, as your audience may appreciate these additional insights. Slides You have several options for creating slides, including Microsoft PowerPoint, Keynote for Mac, and Google Slides. Whichever you choose, remember that the number one rule with any slide presentation is not to include too much text on each slide. Your slides should be more of a guide and outline that help the presenter deliver the webinar. Visually appealing slides will help pique your audience’s attention, so be sure to include any charts or graphs that can help get information across. 06. Assign roles Depending on which webinar format you choose, the roles you’ll need to assign may vary. But, essentially, there are three primary players when creating a webinar: Organizer: The organizer is the main individual responsible for the webinar. Typically, this person creates the content, promotes the event, gathers resources, finds speakers and communicates with attendees both before and after the webinar. Presenter(s): The presenters are experts in their field, and have deep knowledge of the subject at hand. These are the individuals responsible for giving the presentation and conveying all the necessary information to the audience. Assistants: Assistants are vital for resolving any technical difficulties and ensuring everything runs smoothly. They’re also available to help organize audience member questions and moderate the comments section. Interviewer or moderator: While not all webinars will have an interviewer or moderator, these roles can also be extremely important. An interviewer would be the person responsible for asking the expert at hand questions, and a moderator would help guide the presentation and oversee that it runs smoothly. 07. Schedule your presentation Now that your content is complete and roles are established, you can finally solidify the date and time of your webinar. Take into consideration where the majority of your audience lives, and go from there. According to a study conducted by GoToWebinar, the best times to hold webinars vary depending on the topic. Personal finance and development webinars get the most attendees when held at 5pm. This makes sense because the subject matter is of a more personal nature, as opposed to work-related, and the time falls right after the workday. However, globally, the times that get the most number of registrations and attendees are 10am and 11am. But on which day should you schedule your webinar? Turns out, Tuesday, Wednesday and Thursday see the highest number of both registrations and attendees, so go for one of those. 08. Promote your webinar Before you go live with your webinar, you’ll need to create marketing assets to promote it. This ensures that you’ll have an audience - the ultimate reward for all your hard-earned work. Here are some ideas to help get the word out: Send a newsletter: Email marketing campaigns are effective for reaching audience members who will be interested in your webinar. If you have an existing newsletter, this is the perfect place to market your upcoming presentation. You could even go the extra mile and offer an incentive to your subscribers, such as an early access pass to chat with the presenter or a discounted price. Also, don’t forget to send reminder emails to registered attendees the day before your webinar. Add banners to your website: One of the best places to promote your webinar is on your website. Create a banner or a popup lightbox that adorns the top of your website so your visitors will immediately be greeted with information about your upcoming event. Create a landing page: To promote an event, many people like to create a landing page. This can serve as a one-stop shop for logistical information about your webinar, from the time you’re streaming to the link they need to connect. To get started, you can check out these free landing page templates by Wix, or use this landing page builder. Write a blog post: As an expert in your field, if you don’t have a blog covering your industry, it’s time to get one. Creating a blog allows you to show off your knowledge and become an authority in your industry others can learn from. It’s also fantastic for your website’s SEO capabilities. Once you set up your blog, write an article outlining the details of your webinar. Share on social media: What better way to spread the word than through social media marketing? Share posts on Facebook, Twitter, Instagram or LinkedIn to promote your webinar and reach new audiences. To expand your reach, you might consider using hashtags or investing in paid posts. Tip: You can use a link in bio tool like Hopp by Wix in order to direct users to your webinar, website, social media and other online assets all from one designated URL. 09. Perform a dry run As your webinar date approaches, prepare yourself by rehearsing the entire webinar experience. Performing a dry run will help you catch issues that are easily fixable and that may otherwise be glaring when you’re presenting in front of an audience. Practice your script several times. This will allow you to spot inconsistencies, determine how much time to spend on each topic and more smoothly present your information to your audience. This is also the time to test your equipment. Put your computer, software and any other equipment through its extreme paces. To make sure that your computer can handle it all, try running all the software you’ll be using on your computer at the same time. Then, switch between programs quickly. Open additional software and see if you can see if there’s any lag. If there are any issues, you may need to borrow a faster computer with more memory. Think about every aspect of your presentation setup and test them each rigorously. Not only will this give you a working knowledge of how all pieces fit together, but it can also give you a chance to mitigate potential issues before you even start your webinar. As you practice, have a friend or assistant watch your entire presentation online. They may catch errors that you overlooked. 10. Host your event The time has finally come for your webinar to go live. On the day of, make sure you give yourself ample time to set up. Before you push the record or stream button, double check your script and slides to ensure they appear the way you prefer. Once you’ve delivered your presentation and wrapped up the Q+A session, emphasize how viewers can contact you. Provide your company website, the contact information of your speakers and social media channels so attendees can get in touch. Post-webinar promotion Now that you’ve completed your webinar, it’s time to decide what you’re going to do with the recording. You worked hard on your presentation, so you’ll want to make sure it will be available online for years to come. If you’re offering it for free, you can upload it to YouTube and embed it on your website. If you want to continue charging people, consider creating a special members area on your site and making the webinar available to paying members only. If you begin to see questions about some of the topics you discussed, you could even go as far as creating another webinar or video, such as a live Q&A or even an online course for those hungry to know more. Additionally, make sure to follow up with attendees, especially if the intention of your webinar was to make sales. Send a thank you email and ask for feedback. Advice from your audience can be helpful and give you insight into how you can improve for the next time. Are webinars right for you and your business? By sharing valuable knowledge, you establish your business as a credible leader in your field and generate new leads. When people register for your presentation, they’ll provide their contact information which you can use in the future to move them through your marketing funnel. Additionally, attendees are particularly interested in learning the subject at hand, so they’re more likely to be highly engaged. These reasons are why webinars are an essential part of a successful content marketing strategy and a great content marketing example . While not every marketing effort will be worth creating a webinar for, keep in mind the types of ideas that will draw a crowd and help bolster your business. Webinars can be quite time consuming to sit through, so you want them to be engaging and interesting enough to entice people to register. Here are a few examples of webinar-worthy content ideas to add to your content strategy : A complete guide for marketing your product A Q+A session with your CEO A panel discussion on a pertinent industry issue A presentation on your branding strategy Learn how to build a smarter approach with an effective AI content strategy . Expert tips to ensure a flawless webinar Know your audience Whether you are doing B2C or B2B content marketing, you need to understand who your audience is and what their main pain points are. Understanding your target demographic and why they have decided to tune into your webinar will help you reach them better. Remember that people have taken a significant amount of time out of their day to hear what you have to say. How can the topic you are speaking about help them with their job, business or future? Make sure they have the answers to these questions before the webinar is over. Make it engaging This point cannot be understated. Webinars rely on conveying information through a presentation, which can get boring if not done interactively. Instead of giving a lecture, keep the style conversational. Tell stories and give real world examples to relate to your listeners and get them excited about the topic at hand. Be enthusiastic and avoid talking too much, using extremely text heavy slides or coming across as preachy - you may start to lose your audience. If it’s in keeping with the tone of your webinar, ask your audience a question every 3-5 minutes, or think of a creative way for them to contribute. This is an effective way to hold their attention. Only share what’s useful We can’t hone in on this point enough: your webinar needs to captivate your audience and hold their attention. Avoid droning on with unhelpful content and be sure to provide actionable tips and advice. If you’re holding an interview, find ways to bridge the gap between your guest and your audience. A great way to do this is to make sure you incorporate questions on what your audience can take away from the interview and apply to their everyday work or life. Use high-quality slides and imagery When creating a webinar, the visual components of your presentation are going to help keep your audience engaged. For effective presentation ideas , you want to avoid too much text and incorporate more graphs, charts and infographics. Keep your images on-brand, high quality and relevant to the text on the slide you’re speaking about. You can also use branded slide templates specific to your business to convey professionalism and elevate your visuals. Webinar types and examples Before creating a webinar it can be good to understand what types of webinars you could create - be they personal, professional or for educational purposes. Research the different platforms, formats and styles established webinar creators use to get their messaging across. To help with that we're sharing some of our favorite Wix webinars to inspire you. How to grow your business webinar We love how this webinar takes a broad topic and breaks it down into something all potential and current business owners can apply to their brand. How to build your own website app - no code needed This webinar does a great job of breaking down what could be a complex topic, into something manageable. Competitive analysis with SEMrush This is a great example of how a webinar can take a very specific tasks, competitive analysis, and show watchers how to break it down into something they can do almost immediately with a specific tool. Frequently Asked Questions (FAQ) How to create a webinar as a beginner? Generally the steps for creating a webinar as a beginner, are similar to those even a pro would follow. Creating a webinar involves defining the goals of your webinar and the audience you want to reach, choosing an engaging topic that you can talk confidently about, a content plan including script and visuals, choosing the right platform to host and distribute you webinar, a plan to promote your webinar online and through your website, following up on your webinar and the audiences reaction to it, in order to plan more webinars. How to create a webinar for free? While it may not be possible to create a webinar for free, even the time you invest in the content could never be considered 'free', there are ways to cut costs and create a webinar on a budget. Some webinar platforms offer free trials, like Clickmeeting, or Livestorm which allows you to create content for free. If you have a Wix website you can use Wix video to create a webinar and live stream it. Can I create a course with webinars? Of course. All you need to do is plan more than one webinar, you'll need a series of connecting webinars to make a course. Then you can choose to promote the webinars as a series of courses, or as individual resources. A course via webinar will take more planning, in terms of your schedule and content but it's a great way to build and engage an audience over the long term.

Building a strong social media presence is more than just setting up accounts. High-quality content is the foundation of great branding and making a website . With so much happening on Instagram, TikTok, Facebook and Twitter, standing out means sharing content that really connects with your audience. Great content builds trust in your brand, drives engagement and boosts visibility. Ready to get started? Learn how to build a website with this easy guide. Content marketing  plays a key role in shaping your social media strategy. The posts you share can spark conversations, attract followers and even improve your website’s search engine rankings. If you’re ready to take your socials to the next level, focusing on content is essential. To help you get started, we’ve put together some fun and creative ideas for your next post. Save this list to inspire your brand’s copywriting  and content strategy  (+ an AI content strategy ) and create content that gets noticed. Check out Wix's   blog maker  if you're ready to get   started with a blog . 21 content ideas for your social media or blog 1. The big reveal 2. Step-by-step tutorials 3. Success stories and testimonials 4. Nostalgia and look back posts 5. Survey or poll 6. News coverage and buzz 7. Top ten list 8. Guest posts and blogs 9. Video content 10. Meet the team 11. Event updates and schedules 12. Trending topics 13. Sources of inspiration 14. Most popular list 15. Problem solving use cases 16. Myth busting 17. Social media lists 18. Feedback and testimonials 19. Life hack tips 20. End of year summaries and predictions 21. Case studies and industry research 01. The big reveal This is for posts where you share an exciting announcement. You’re launching a new product, sealing a new partnership, setting up a new location or any similar update that you can share with your audience. You’ll have a stronger impact if you present these reveals as a significant development and market it as a real milestone for your brand or organization. Be sure to build hype by teasing at what’s to come or counting down to a big reveal. Take a look at the SKIMS , the body shapewear brand created by Kim Kardashian. In one of the brand’s collaborations, SKIMS has been named the official underwear partner of the NBA, WNBA and USA Basketball . This was an exciting announcement for both SKIMS and the NBA, which was revealed together in a series of social posts and articles.  02. Step-by-step tutorials Short, detailed texts that guide readers from point A to point Z are always useful. You can create a tutorial that touches on your own products directly (“how to style your mustache like Dali’s using our facial hair products”). Or you could write one that is related to your field or inspired by your interests (“how to repurpose your old jeans into a wearable handbag”). It’s clear that users are searching terms like “how to” and “tutorial” on platforms like Facebook, YouTube, and Instagram. According to Google , “Users are three times more likely to prefer watching a YouTube tutorial video than reading a product’s instructions”. What’s more, YouTube Shorts are dominating, with quick, digestible videos that users can watch in no time.   You can even take it one step further and start a series. You could offer weekly guides on areas of your expertise. Everything from recipes to clothes styling tricks, people love to learn from those they trust.  03. Success stories and testimonials Your happy customers and collaborators are your best marketing agents. Give them the spotlight so they can sing your praises and tell everyone just how wonderful your product is or just how helpful you’ve been for them on their path to success. These varied   types of infographics  also work for success stories and testimonials. Take it one step further and ask your followers or audience to provide feedback. User generated content (USG) is often more effective and trustworthy than other forms of content and offers social proof . 04. Nostalgia and look back posts Nostalgia is very effective for marketing efforts. Get on the # throwback train and share some blasts from your past with your readership. It could be your very first live concert, an old newspaper report covering your work or just a cute photo of yourself as a kid, connecting it somehow with your present day. Honing in on the nostalgic emotions of the past or simpler times (think, pre-pandemic, for example), can be very powerful and engaging for your audience. 05. Survey or poll Show your audience you care about their opinion. Solicit their input using a poll or a survey related to your industry or your expertise. You can learn a lot from what they have to offer, and ignite an eye-level conversation with them. Surveys and interactive polls are also a great way to engage with your audience and curate content based on their feedback.  Alternatively, you could run a contest and offer a prize incentive. This gets users to opt in and engage with your content. Contests can generate likes, shares and better engagement.  06. News coverage and buzz Don’t hesitate to show off if you’re getting some great news coverage, whether online or offline. Round up a bunch of reviews or references for one post or give special attention to a particularly great piece. This is a wonderful opportunity to thank the author and publication as well. You might even consider a Press page to your website or a dedicated place where you can consolidate all your news mentions or coverage in one place.  When visitors see your work featured in reputable publications or praised in reviews, it instantly makes your brand feel more established and reliable. It also saves potential clients or partners the effort of Googling you since they can see proof of your reputation right on your site. The best part is you don’t have to start from scratch. Many free website templates already include Press or Media page layouts designed to highlight articles, interviews and features in a polished way. Learn more: What is Brat? 07. Top ten list Curated lists are popular reading items online because of their concise, to-the-point presentation of relevant information. The trick is to choose a topic that will be of interest to your audience. “Top 10 wine experts to be aware of” may be too niche, while “Top 10 white wines to bring to a Labor Day picnic” is more appropriate. 08. Guest posts and blogs It's not uncommon for blog admins to host a guest author for a special post or article. You can approach professionals in your field that you think can write a valuable text for your website visitors. What’s more, if your guest author has a site or blog of their own, you can certainly ask to be featured there in return. This type of collaboration can grow into something even more exciting once you choose to share it across your social media accounts. 09. Video content Experimenting with different types of media is always a good idea. It keeps followers alert and engaged with your work. For bloggers, business owners and artists of all kinds, video is an effective way to communicate and share aspects of your work that don’t translate as well into text. You can   create a webinar , film an interview, a live performance or a presentation of one of your products.  Always be sure to keep your audience in mind and create video content that is relevant and engaging. Short form video content continues to dominate as a preferred way of consuming content. 73% of consumers  prefer to watch a short-form video to learn about a product or service. 10. Meet the team Introduce yourself and your colleagues in a special post that fosters familiarity and a sense of community. Additionally, you can also use this content in your ‘About Us’ page. This is a wonderful opportunity to share how you got involved in your work, what passions drive you and what is the expertise you bring to the table. 11. Event updates and schedules Launching a tour of your band? Scheduled to speak at a webinar? Planning a big sale? All these special dates are a great reason to add a news update or blog post to your site, and then post it to social media. You can invite readers (if the event is public), give them a glimpse of what is expected, and give a shout-out to venues and collaborators. Don’t forget, you can always send out video recordings of events to your audience after the fact, in case they couldn’t attend.  12. Trending topics It’s always good to keep a finger on the pulse and know what people are talking about. Tapping into these current conversations will allow you to produce content that is easily “shareable” on social media and reach new audiences. For instance, if you’re in the hairstyling business, and you notice everyone online is talking about a specific celebrity's style, it might be a good idea to write an article on how to copy their look. There are many online tools you can use to keep on top of the ever-changing trends. Check out Google Trends , AnswerThePublic or BuzzSumo to gauge what people are searching for or specific niche questions they might be asking. You can also check trending hashtags.  Wix predicts short form content will be trending in 2023. 13. Sources of inspiration Who are the people that have influenced your artistic sensibilities? What was the life lesson you learned from your family that inspired you to start your own business? Share these inspiring details with your readership or visitors and show them they can find motivation everywhere in life. People love to hear origin stories or heartwarming humble beginnings. Being open and honest about your own experiences may inspire others.  14. Most popular list People love to see popular items because they signal something like a tested and proven quality assurance. Highlight your best-selling products, highest-ranked services, most downloaded songs or items with the most mentions on social media. 15. Problem solving use cases Overcoming obstacles is a regular component of every professional’s routine. You can take a positive spin on these problems and share them with your followers to display your creativity, innovation and resourcefulness. Share instances in which you and your team successfully addressed a challenge or show your clientele how your product can solve their own challenges. Check out this list of   content marketing tips  that'll make your content ideas soar. 16. Myth busting Crushing common misconceptions is a great way to attract audiences. Since you know your field better than anyone, you definitely have some funny yet educational myth busters to share with your readers. For example, if you own a skincare line, you could share how a certain ingredient that was touted as clearing skin has actually been damaging it for years. Then include research or proof to back up your claims. 17. Social media lists Prepare a list of the social media personalities that you most respect and admire in your field and share it on your site. Your curated list can help site visitors with getting to know your industry better, plus it will show them how well-informed you are. Learn more: What is an infographic ? 18. Feedback and testimonials When you receive particularly helpful feedback, dazzling praise or a question that could be of interest to many people, you could share this along with your response and gratitude. You will be providing your readers with valuable or inspiring information while signaling that you are listening to what they are saying. 19. Life hack tips People are always eager to learn new ways to simplify their life. Based on your work experience and on how you want to brand your services, you can offer tips to shorten their morning prep, make dishwashing easier or improve their computer’s performance. If you can provide any other benefit that they’ll be forever grateful for. 20. End of year summaries and predictions As a calendar year approaches its end, share your thoughts about your company’s achievements and highlights or review the most prominent trends that influenced your field at that time. Alternatively, you can focus your text on the upcoming year, expressing your plans for growth and musing on what could be the significant developments in your industry. 21. Case studies and industry research Provide your visitors with unique content that will boost credibility and emphasize the added value of your product. Case studies can also be used as great SEO boosters when they have relevant keywords. Showcasing research and data you’ve collected through the years will offer users important information while highlighting your experience. Tip:  Once you’ve created enough content and you know what the most interesting topics for your visitors and readers are, you can even consider writing an eBook to showcase your collected knowledge. People always appreciate intriguing reading they can download for free, and you’ll display both your generosity and expertise.  Read our full article on   content marketing examples  for other ideas to help you get started. Social media content strategy by platform Each platform has its own strengths, so customizing your content for each helps you maximize reach, engagement and impact. Here's how to make the most of your content strategy. Instagram: create scroll-stopping visuals Instagram is all about eye-catching visuals that grab attention fast. Use high-quality images, bold colors and striking compositions to stop users mid-scroll. Reels are Instagram’s current star—short, trend-driven videos get the most reach, so try transitions, behind-the-scenes clips and quick storytelling. Carousel posts work great for step-by-step guides, before-and-after transformations or showing off multiple angles of a product or story. And don’t forget Instagram Stories for daily engagement—add polls, quizzes and countdowns to keep interactions fun and personal. TikTok: keep it fast, fun and authentic TikTok is all about quick, captivating videos that feel raw and relatable. Jump on trends early, use viral sounds and make your first few seconds count. The algorithm prioritizes content that gets watched, shared and recreated, so focus on engaging storytelling, humor and challenges. Use text overlays to grab attention, add hooks like “You won’t believe this…” or “Here’s a secret…” and keep your edits fast-paced. Authenticity is key—TikTok users prefer real moments over polished perfection. Facebook: spark conversations and build communities Facebook content should spark conversations. Thought-provoking posts, shareable infographics or relatable memes do this well. Live videos are great for direct interaction with your audience. Longer captions and storytelling posts help build emotional connections while Facebook Groups are ideal for creating niche communities. Ask open-ended questions and share personal stories to make your brand relatable. LinkedIn: be a thought leader not a salesperson LinkedIn content should educate, inspire and position you as an industry authority. Share insights, career lessons and personal success stories that offer real value and relatability. Long-form posts and article-style captions work great when they share actionable advice. Try carousel posts for quick tips and short native videos to keep things engaging. Skip the hard selling—focus on networking, storytelling and providing solutions. X (Twitter): say more with less Twitter moves fast, so every word matters. Keep tweets short, clever and engaging, and use threads for longer stories or step-by-step insights. Join trending topics, add relevant hashtags and jump into conversations quickly to boost visibility. Visuals like GIFs, memes or infographics can drive more engagement, and bold or thought-provoking questions often spark discussions. Stay authentic, witty and true to your brand’s personality. Pinterest: create content that inspires and solves problems Pinterest users search for ideas, solutions and inspiration, so your content needs to be visual, educational and evergreen. Vertical images with text overlays, step-by-step guides and infographics work best. Use clear, actionable titles like “10 easy home decor hacks” or “How to grow your business on Pinterest.” Every pin should link to valuable content like a blog post, product page or tutorial. SEO is key—use keyword-rich descriptions and titles to help your pins get discovered over time. YouTube: hook viewers and keep them watching On YouTube, watch time is key. The longer people watch your videos the better they rank. Start strong with a hook in the first 5 seconds, keep the energy up, and deliver on your video’s promise. High-quality, well-edited videos with clear storytelling perform best, whether it’s a tutorial, explainer or vlog. Use eye-catching thumbnails and titles that spark curiosity like “I tried this for 30 days—here’s what happened.” YouTube Shorts are also a great way to repurpose content and attract new subscribers. Threads: keep it casual and conversational Threads is designed for real, unfiltered conversations. The best content feels natural, engaging and community-driven. Share quick thoughts, relatable experiences and behind-the-scenes insights without over-polishing. Engaging with others’ posts is just as important as creating your own. The goal is to be authentic, funny or insightful—think of it as a space for engaging micro-content, not corporate-style posts. What is the best content for social media? The best social media content grabs attention and connects genuinely with your audience. Focus on entertaining, educating or inspiring while staying true to your brand’s authentic voice. Visuals like photos, videos and infographics are great for capturing interest and are easy to share. Behind-the-scenes glimpses make your brand relatable, while user-generated content builds trust. Interactive posts like polls or quizzes boost engagement and deepen connections. When your content resonates, it goes beyond likes and creates lasting relationships. Learn more: How to design social media graphics . Viral content examples Creating viral content is all about connecting with your audience through emotions, humor or trends that resonate. The key is to keep it authentic, timely and shareable. Viral posts grab attention by sparking strong reactions like laughter, surprise or inspiration and are often highly relatable. To boost your chances, focus on catchy headlines, visually appealing content and calls to action that encourage interaction. Whether you’re jumping on a trend or sharing a fresh perspective, viral content is usually unexpected but memorable—making people want to share it with their networks. Here are some examples of viral content: Fun challenges and trends   Example: The Ice Bucket Challenge  – A viral trend where people poured ice water on themselves to raise awareness for ALS, inspiring millions to participate and share videos. User-generated content to boost engagement   Example: Starbucks’ #RedCupContest  – Starbucks asked customers to post photos of their holiday-themed cups for a chance to win prizes. The hashtag went viral, showing off user creativity and driving engagement. Humor-driven memes everyone can relate to   Example: The "Distracted Boyfriend" meme  – A simple, relatable meme format that became hugely popular for illustrating everything from relationship problems to pop culture. Behind-the-scenes sneak peeks   Example: Nike's "Behind the Swoosh" series – Nike gave followers a look at their design and production process, creating an exclusive feel and pulling people into their brand story. Heartfelt storytelling for emotional impact   Example: Dove’s "Real Beauty Sketches"  campaign – This emotional video showed women describing their appearances to a sketch artist, revealing how they often see themselves more critically. It sparked conversations about beauty standards. Bold opinions to spark conversation   Example: Elon Musk’s tweets – Whether it’s cryptocurrency or tech innovations, Musk’s bold and controversial Twitter posts often go viral, generating intense discussions and debate. Infographics that share surprising data   Example: BuzzFeed’s infographic  on "How much money the average American spends on food each year" – Infographic ideas that break down complex data in simple, visual ways are highly shareable and insightful. Contests and giveaways for viral reach   Example: GoPro’s #GoProAwards  – GoPro encouraged fans to submit their best footage for a chance to win cash prizes and cameras, driving engagement and content creation. Collaborations with influencers   Example: Gymshark x Whitney Simmons  – Gymshark partnered with fitness influencer Whitney Simmons on a clothing collection, which went viral thanks to her massive fanbase and the unique collaboration. Time-sensitive posts that capitalize on trends   Example: Oreo’s Super Bowl Tweet  ("You can still dunk in the dark") – During the 2013 Super Bowl power outage, Oreo’s clever, timely tweet went viral for its relevance and quick thinking. Social media content tips Know your audience : Create content that speaks to your audience's needs, interests and challenges. Use customer feedback and analytics to make posts that spark conversations and build connections. Make it visual : High-quality photos, graphics and videos grab attention fast. Whether it’s a product highlight, tutorial or lifestyle post, great visuals can boost engagement. Keep it real : Share genuine moments, user-generated content and real stories to show the human side of your brand. Authenticity builds trust and makes your brand relatable. Encourage interaction : Ask questions, run polls or host challenges to get followers involved. The more they engage, the stronger their connection to your brand. Stay relevant : Keep an eye on trending hashtags and current events that align with your brand. Jumping on trends helps you reach a wider audience and stay fresh. Mix it up : Keep your content diverse with product showcases, educational posts, behind-the-scenes peeks, customer testimonials and polls. A varied feed keeps followers interested. Be consistent : Stick to a regular posting schedule so your audience knows when to expect new content. Consistency builds recognition and keeps followers coming back. Add clear CTAs : Include calls-to-action like “shop now,” “comment below,” or “click the link in bio” to guide your audience on what to do next. Go live : Use live video for product launches, Q&As or behind-the-scenes moments. Live content creates urgency and builds a more personal connection with your audience. Track your results : Monitor your performance metrics to see what’s working. Use insights to refine your strategy and keep growing your reach and engagement. Social media content ideas FAQ How do you make a catchy social media post? Start your social media post with a strong hook—ask a bold question, share a surprising fact, or use an intriguing statement. Keep it short, visually engaging and full of personality. Add emojis, humor or relatable language to make it pop. Wrap it up with a clear call to action so your audience knows exactly what to do next, whether it’s to comment, share or click a link. What is a good first social media post? A great first social media post highlights your brand’s personality and purpose while connecting with your audience. Share a story, a behind-the-scenes moment or a striking visual that represents your brand. Add a clear call to action like asking followers to comment, share or visit your website to kick off the conversation.

Content marketers constantly look for content that inspires and excites to make their campaigns more engaging. However, this is a lot easier said than done. Just think: We consume a lot of content every day, but not everything stays with us. As a business owner, you probably look to content marketing as a way of establishing your brand and cementing your company’s voice. Luckily, after you create a website , you don’t have to do as much trial and error as content marketers to achieve success with your videos and images. Here, we highlight twelve content marketing examples and why they worked for each company. You just need to implement these winning marketing strategies in your brand’s content. What is content marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Unlike traditional advertising, which relies on direct sales pitches, content marketing aims to build relationships with potential customers by providing them with genuinely useful and informative content. This content can take various forms, including blog posts, articles, infographics, videos, podcasts and social media posts. Learn more: Small business marketing The goal of content marketing is to establish a brand as a trusted and authoritative source of information, thereby attracting a loyal audience and nurturing leads throughout the customer journey. By consistently delivering valuable content that aligns with audience interests, businesses can increase brand awareness, establish thought leadership and generate qualified leads. Learn more: Blogging vs content marketing 12 top content marketing examples Video content marketing example Personalized content marketing example Image content marketing example Influencer content marketing example E-book content marketing example Blog content marketing example Infographic content marketing example Email content marketing example Podcast content marketing example User-generated content marketing example App content marketing example AI content marketing example 01. Video content marketing example Tasty uniquely films their simple cooking videos using the same formula to show quick and easy steps for following a recipe. They publish around 50 new videos each month, each with an eye-catching thumbnail, and their YouTube channel gets upwards of 50 million views a month. What can we learn from Tasty? Be consistent—not only in your publishing frequency, but also in your content’s style and quality. Once Tasty gained popularity, it stuck with the same filming method for its videos. Rather than take the cutting-edge approach, Tasty decided, “If it ain’t broke, don’t fix it.” So far, this approach has paid off. 02. Personalized content marketing example Coke’s viral “Share a Coke” campaign started out in Australia, where Coke put the 150 most popular names on Coke bottles and asked people to share a Coke with someone with a name found on the bottle. The campaign then spread around the world, and Coke even launched a bottle personalization tool on its website. What can we learn from Coca Cola? People love personalization. Simply printing names on their labels led to a campaign’s global success. When brainstorming your own content ideas , try and make it as personal as possible to encourage your audience to engage with your brand. 03. Image content marketing example For its content marketing strategy, Rolex uses high-quality images that feel classic and timeless. Rolex's Instagram account and other social media pages stick exclusively to these images. Rolex not only uses strong photography, but they also have a consistent look and feel that its followers have come to expect from the brand. What can we learn from Rolex? When it comes to image content marketing, invest in high-quality images and maintain regularity with both your photos’ content and aesthetics. When people can expect high-quality social media photos, they’ll associate your brand with the same traits. These images can also be used on your site for similar purposes, as these examples of types of infographics are testament to. Learn more: What is an infographic ? Infographic ideas 04. Influencer content marketing example In 2018, Olay launched its “Face Anything” campaign, which used influencers from different industries to inspire women to remain true to themselves without fear of judgment. Olay chose nine influencers as the faces of its campaign, featuring them in videos and images on social media and around the web. Olay also included a few other Instagram influencers in its campaign, who used Olay products throughout a 28-day challenge and then uploaded branded content. What can we learn from Olay? Partner with influencers to resonate with your customers, produce more content, and expand your reach. Influencers’ audiences generally perceive them as more trustworthy than faceless brands and take their recommendations to heart. 05. E-book content marketing example Who better to teach users about marketing than the networking platform itself? LinkedIn promoted its “Secret Sauce” e-book for download to teach users how they could get success from the platform’s marketing strategy. This wasn’t the only guide LinkedIn released; in fact, it has a library of educational guides and e-books. What can we learn from LinkedIn? Don’t be shy about self promotion. Educational content, such as e-books and webinars , can establish your brand as an industry leader. They're often a good ft for a B2B content strategy for this reason. 06. Blog content marketing example Buffer had many successful strategies behind its blog. First, it curated a collection of guest posts, featuring unique voices and expertise from different fields. Not only that, but the backlinks generated from the guest posts also improved SEO and helped Buffer reach a wider audience. Buffer’s consistent publishing of new posts made it a reliable information source for its audience, while optimizing its authority for search engines like Google. What can we learn from Buffer? Create a blog as part of your content marketing strategy to establish your authority in the industry and improve your SEO. Aim for long-form blog posts that offer rich information and real value to your readers, rather than clickbait. Make use of images and infographics too in your blog posts for maximum impact. Once your blog starts to grow, it's also worth checking out a topic cluster and pillar SEO strategy to help you organize your content and generate organic traffic at the same time. 07. Infographic content marketing example An infographic about infographics from a company that helps produce infographics. NeoMam’s infographic launched all the way back in 2013, but the example remains relevant. Its “ 13 Reasons Why Your Brain Craves Infographics ” went viral and amassed thousands of backlinks and shares. The company released this timely infographic right as the content form gained popularity. Above that, the well-researched information and visually appealing design make this a strong piece of content. What can we learn from NeoMam Infographics? Timing is everything. Research trending topics to see what people search for, and then make an infographic or another related content type. When a trending topic coincides with your industry, you’ve struck gold. 08. Email content marketing example Looking forward to promotional emails can be a rare experience. Usually, the newsletters we’ve subscribed to and forgotten about clog our inboxes, but Warby Parker cuts through the noise. All the content, from its well-placed CTAs to its minimalist format, flows well in its clean, simple and straight-to-the-point emails. The company also uses every email opportunity, consistently sending out abandoned cart notifications, order follow-ups and other emails. Warby Parkers’ emails always have these same optimized elements, and the company sends them out at roughly the same time each week. What can we learn from Warby Parker? It can be tough work to promote your business in a way that appeals to potential customers and stays true to your brand. But when done well, you’ll reap the benefits. Once you’ve found your voice, learn how to optimize it and take advantage of every contact opportunity. 09. Podcast content marketing example When we talk about podcast advertising, we have to talk about Mailchimp. Thanks to the company’s quick ad spot on the early podcast hit Serial, the brand became an overnight success story. A joke about mispronouncing the company’s name led to tons of conversations about the brand on social media, and even memes that Mailchimp itself embraced. What can we learn from Mailchimp? Even if you don’t start a podcast yourself, don’t discount podcast content as a way to reach your audience and increase brand awareness. Many Serial listeners hadn’t heard of Mailchimp before, so attaching the brand name to such a popular podcast helped launch the company into the mainstream. 10. User-generated content marketing example Mejuri, the popular jewelry brand, has amassed almost 1 million followers on Instagram. Customers love Mejuri for its simple yet classic jewelry, but they may even love creating content for the brand more. Sure, the brand may sponsor some posts, but if you look at Mejuri’s feed, you’ll find almost all organic user-generated content. Customers love to feel appreciated and highlighted, and brands call it a win when a customer posts a photo with your products and recommends your brand to their followers. What can we learn from Mejuri? Encourage your loyal customers to participate in your marketing campaigns. Share photos online or tag your social pages to engage your audience and also integrate them into your content strategy . 11. App content marketing example Almost anything can qualify as content marketing, and Charmin took that a step further and released its own unique app. The Sit or Squat app from Charmin helps you find a clean bathroom. The app got over 100,000 downloads and though those who download it use it for practical reasons, Charmin benefitted from user engagement and brand awareness. The result was buzz around the brand, including social media conversations and user-generated content. What can we learn from Charmin? Don’t limit yourself to the standard content marketing methods your competitors lean on. Charmin looked outside the box and created an app for its campaign, and the results paid off. 12. AI content marketing example Today, many businesses today rely on artificial intelligence (AI)-driven chatbots for customer service. However, Sephora takes this marketing trend a step further and uses it to push products and make sales. Sephora’s chatbot offers users a quiz to narrow down their desired products, and then makes personalized product recommendations. Not only does this help Sephora shoppers, but it also allows the company to gather valuable data about its shoppers to use for marketing purposes. What can we learn from Sephora? Don’t be afraid to use new or emerging technologies in your content marketing strategy. AI-driven product recommendations, in particular, provide value to your customers while maximizing sales. Learn how to build a smarter approach with an effective AI content strategy . Key takeaways for a successful content marketing strategy The content marketing examples above have a lot to teach us. Remember these takeaways when crafting your own content marketing strategy: Stay consistent. Your audience will come to expect a certain frequency and quality from your brand, so make sure you can deliver—whether posting on social media or a blog, or sending out an email newsletter. Find what works for you and run with it. It could be your brand’s voice, the content you post or your aesthetic, but when an element resonates with your audience, stick with it. Don’t be afraid to break the mold . On the flip side, taking risks often pays off, especially if trying to set your brand apart from your competitors approach content marketing creatively, like creating an app or using AI tools. Branch out and engage. Whether partnering with influencers, asking for user-generated content, or getting guest posts on your blog, customers like hearing a variety of voices. Foster these relationships to reach new audiences. Don’t forget about timing. Research the latest trends to release timely and relevant content, as social media users will more likely pick up, share and engage with it.

In a world where consumers are bombarded with endless ads and promotions, how can businesses stand out and capture their attention? The answer lies in content marketing, a powerful content marketing strategy that not only attracts and engages audiences, but also builds lasting relationships and drives profitable customer action. Create a website with Wix so that you have a hub for all of your content small business marketing . 15 content marketing tips In this article, we’ll offer some content marketing tips that’ll help you put together a strategy that fits your business. To contextualize the tips, we’ll discuss a few content marketing examples along the way. Get to know your audience Set SMART goals Track your performance and analyze the results Research your competition Make a content calendar Employ multiple distribution methods Repurpose your content Aim to serve instead of sell Retarget your audience with your content Optimize the user experience Follow SEO best practices Stay consistent and relevant Offer email marketing subscribers exclusive content Update old content instead of only creating new content Keep your brand voice consistent 01. Get to know your audience Creating personalized content that your audience will love becomes easier as you gain a deeper understanding of your audience’s needs and interests. While it’s impossible to speak to each of your potential customers, it can help to create buyer personas that put you in your customers’ shoes. Buyer personas can help you make sense of the data that you gather. They should include details about your buyers’ interests, pain points and behaviors as well as demographics and spending power. You can find this information by speaking with your internal teams (such as your customer support team that regularly interacts with customers), sifting through any existing content analytics and consulting outside sources (like forums where your target audience is active). 02. Set SMART goals When setting goals for your content strategy , make sure they’re SMART—i.e., specific, measurable, achievable, relevant and time-bound. That way, you’ll be able to determine at any point if you’re on the right track or if you need to go back to the drawing board. For example, if your objective is to grow your mailing list, a SMART goal might look like this: “We want to get 1,000 new mailing list sign-ups by the end of the quarter.” With this goal in mind, you can begin planning content that drives this particular action, like adding more CTAs to your posts, incentivizing new sign-ups or releasing exclusive content in your newsletter. Learn how to build a smarter approach with an effective AI content strategy . 03. Track your performance and analyze the results By tracking the performance of your content strategy, you can identify what's working well and what needs improvement. Then, you can make data-driven decisions to optimize your content strategy. Use tools such as Wix Analytics to monitor metrics like page views, unique visitors, time on site, bounce rate, conversion rate and traffic sources. Using the example from the previous section, you can use Wix Analytics to determine if your email subscribers are increasing at a steady rate. If they’re not, you know that you need to tweak your content strategy. Once you have data, analyze it to identify patterns and insights. Look for trends in traffic and engagement to understand what types of content are resonating with your audience. Identify your top-performing content, and try to replicate its success with future content. Look for areas of improvement, such as high bounce rates or low engagement rates, and use that to inform changes to your content. Learn more: What is an infographic ? 04. Research your competition Whether you’re building a content strategy or launching a new campaign, it’s critical to know what your direct competitors are doing before distributing your own content. Look at the type of content that your competitors are producing, the topics that they’re covering and the channels that they’re using to distribute their content. This will help you identify gaps in the market and opportunities to create high-quality content that stands out. To conduct this research, start by making a list of your top competitors in your industry or niche. Then, take a deep dive into their content marketing strategy by reviewing their website, social media accounts and other online channels where they share content. You can also use tools—like Semrush for SEO, Buzzsumo for social media and SimilarWeb for traffic sources—to get deeper insight into their performance. While you’re performing this audit of your competitors, try to answer the following questions: What topics are my competitors covering? What content resonates with their audience the most (based on shares, likes, comments and other indicators)? Is there an area that my competitor isn’t covering that I can focus on? What questions or complaints does my competitor receive? Which channels are my competitors most active on? Once you have a good understanding of what your competitors are doing, look for ways to differentiate yourself and offer something unique to your audience. This might involve covering topics that your competitors haven't explored, using different content formats or distributing your content on new channels. 05. Make a content calendar Creating a well-planned content calendar can help you make sure that your content is consistently relevant, timely and valuable to your audience. Plus, content marketing can get overwhelming really quickly. By planning your content in advance, you can create a more efficient workflow. If your content marketing strategy is complex and involves multiple people, consider investing in a project management tool to keep track of tasks, set due dates and move things around with ease. For example, you could use Monday.com to manage your content calendar, as well as keep track of what still needs to be done for each post. To keep things simple, you can build your own calendar on Google Sheets using many of the free online templates available. Read also: How to make a content calendar with AI—and other marketing 'shortcuts' you can master with Gemini for Google Workspace 06. Employ multiple distribution methods Using multiple distribution methods doesn’t just mean promoting content on different platforms. It also means using different types of content to promote one another. For example, if you publish a new blog post up on your website, you can promote it on social media, include it in an email or even use paid advertising to reach a larger audience. Similarly, if you release a new video on your YouTube channel, you can share it on social media, embed it in a blog post or include it in an email. To ensure that you’re distributing your content effectively, use your content calendar to keep track of your distribution plans. Make sure you’re thinking strategically about each distribution decision. Take the time to consider which channels will be most effective for reaching your target audience, and tailor your distribution strategy accordingly. 07. Repurpose your content Using multiple distribution methods and repurposing your content go hand-in-hand, but they’re not the same thing. While employing multiple distribution methods involves promoting a single piece of content on different channels to drive traffic back to it, repurposing content involves transforming it into a new format to maximize its reach and engagement. For instance, if you have a blog post that performed well and received positive feedback from your audience, you could repurpose it into a webinar or a podcast to cater to those who prefer watching or listening to content over reading it. Alternatively, you could use the same blog post to create social media posts or different types of infographics to reach audiences on platforms like Twitter, Facebook or Instagram. Utilizing tools like AI content generators or AI writing tools to alter blogs for other purposes content can make this process even more efficient. Repurposing your content can help you reach new audiences and save you time and resources. Instead of creating new content from scratch, you can leverage what you already have and adapt it to different platforms and formats. In doing so, you can maximize the value of your content and keep your audience engaged across multiple channels, just by changing the way you deliver your message. 08. Aim to serve instead of sell A common mistake brands make with content marketing is only creating content that’s designed to generate sales. Although sales may be the end goal, the real value of content marketing is that it gives you the opportunity to build relationships with your target audience and earn their trust over time. Therefore, the primary goal of your content marketing strategy should be to inform, educate or entertain your audience—as opposed to pitching your product left and right. If you run a video creation agency, for example, you might start by posting samples of your best work and sharing expert tips on filming techniques. This type of content will help your audience see you as a trusted authority in your field, making them more likely to choose your agency when they’re in need of video services. Once you’ve established a foundation of trust with your audience, you can start to share content that more directly promotes your products or services. 09. Retarget your audience with your content If you’ve managed to engage your target audience with content marketing but haven’t gotten them to convert, then retargeting could prove useful. Retargeting is a strategy in which you serve ads to users who have interacted with your content in the past but have not taken a specific action. By reintroducing the same or similar content in a different format or channel, you can increase the chances of converting those users into customers. You can set up retargeting campaigns on advertising platforms like Google Ads and Facebook Ads. To build your audience, you’ll either need to provide a list of existing contacts or install a pixel on your site. Afterwards, you can create ads that borrow from your existing content and reiterate messages that appealed to your audience the first time they landed on your site. Because you work hard on creating content, it’s worth allocating some money to a retargeting campaign to make sure that it reaches its full potential. 10. Optimize the user experience One reason users might have bounced from a page or glossed over a piece of content you posted is that you didn’t take the user experience into consideration. If content is king, then user experience (UX) is queen. When the UX design of a site is poor (meaning that it’s not easy or enjoyable to use), users may bounce from your page without giving your content a chance. Therefore, it’s just as important to optimize the quality of your site as it is to optimize the quality of the content itself. At its core, the purpose of UX design is to make a site easy to navigate, read and interact with. Check that your webpages load quickly, buttons are easily clickable, links lead to the correct destination and the navigation menu is as streamlined as possible. Optimizing your page for multiple screen formats is also crucial. Studies show that we spend around 81% of our online time on mobile devices , so ensure that any piece of content you create is also tailored to the mobile experience. Another critical element of creating a positive user experience is making your content accessible to people with disabilities. Adding alt-text to images on your page, or descriptions of visual and aural content in social media captions is a good start. Evaluating the structural hierarchy of your site content is another important step. By taking these measures, you can make your content available to a wider audience and increase its impact. 11. Follow SEO best practices Rather than thinking about search engine optimization (SEO) as a distribution tool, think of it as the foundation for your entire content marketing strategy. SEO research can not only help you optimize your content for search engines but also provide valuable insights into your target audience’s search behavior, preferences and pain points. Therefore, SEO research can inform your decisions about what sort of content to create, how to structure it and how to make your site as a whole more user-friendly. A good place to start would be to research keywords using a tool like Semrush or Google Trends to see what people are searching for and what keywords are attracting viewers to competitor sites. Long-tail keywords—which are longer keywords with a lower search volume and a more narrow focus—are typically the easiest to rank for, so choose from one of those for your first piece of content. Review the top 10 articles on the keyword’s search engine results page. What topics do they cover? What questions do they answer? How are they structured? Once you have the answers to those questions, try to improve upon what’s already there with your own content. For more SEO tips, visit the Wix SEO Hub . 12. Stay consistent and relevant Consistency is key when it comes to building trust and authority with your audience. If your publishing schedule is inconsistent, your audience will be less likely to rely on you as a source of valuable information. A regular publishing schedule allows your audience to anticipate and expect new content from you, plus keeps your brand top of mind. At the same time, it's crucial to ensure that your content remains relevant and up-to-date. Keep your eye on industry trends, analyze user feedback and engagement metrics on a regular basis and update your content to reflect any changes or new information. 13. Offer email marketing subscribers exclusive content Email marketing is still one of the best content marketing strategies for conversion, with marketers receiving around $36 in return for every $1 spent . Sending subscribers exclusive content is a great way to retain existing email marketing subscribers and encourage new sign-ups. To boost engagement and conversions even further, try segmenting your mailing list based on your subscribers’ interests, needs or pain points. By doing this, you can offer personalized and highly relevant content that resonates with each group. This strategy will show your audience that you truly understand their specific needs and interests. Plus, it's a great way to show that you value their time by providing them with content that's tailored to their individual preferences. 14. Update old content instead of only creating new content Updating existing content is arguably just as important as creating new pieces. We at the Wix Blog revisit our most important articles on a yearly basis to make sure that they’re accurate and up-to-date. We ask ourselves questions like, is an article’s position on the relevant SERPs stable? Is the content still accurate and as complete as it can be? Are all the links inside a blog working and leading users to fresh content? If the answer to any of these questions is no, then we know that the piece is due for refresh. Don’t update all of your old content at once. Instead, perform a content audit to identify the posts that are worth updating. Tend to a few of them each month and leave the rest of the calendar open for new content. Remember, refreshing your old content doesn't mean neglecting new content creation. By keeping a balance between the two, you can ensure that your content is always fresh, relevant and engaging for your audience. 15. Keep your brand voice consistent While there may be many moving parts of your content marketing strategy, the best way to tie them all together is to make sure your brand voice is consistent across all of your content. If your blog uses a professional and elevated tone, but your social media is casual and informal, your audience may get confused about your brand identity. Consistency builds trust and improves brand awareness, allowing your audience to immediately recognize your brand through your unique voice. Whether it's a social media post, a blog post, a podcast or a video, ensure that your voice always embodies your brand. Learn more: Blogging vs content marketing

​​ In an endless sea of information, standing out might seem impossible. But an effective content strategy can help you rise above the noise and reach the right people. Whether your business is just starting out or you want to revamp your existing content marketing efforts, you can find ways to make your strategy more efficient. In this article, we’ll define content strategy, then go over the basics of developing one. Whether you decide to create a blog or start a podcast, a website is key to every content strategy. Use Wix to create a website and connect all your content in one place. What is a content strategy? Content marketing is the practice of distributing valuable information to your target market. To optimize its performance, you need a content strategy. A content strategy is your plan for creating, monitoring and managing content. It should determine your goals, target market and priority formats, plus how your content will support your brand. A content strategy should also include promotional plans and set metrics to determine your content’s success. Learn how to build a smarter approach with an effective AI content strategy . How to create a content strategy Follow these steps to create an effective content strategy: Determine your target audience Define your goals Perform market research Choose your distribution channels Set your KPIs Decide what type of content to create Create a content calendar Analyze the data Reassess your strategy 01. Determine your target audience To tailor your content strategy plan, you need to first determine who you want your content to reach. For example, how old are they? What is important to them? What problems do they face in their day-to-day lives? Once you have a sense of their demographics and psychographics (which refers to more internal attributes such as interests and lifestyles), you can start figuring out what content they'll find valuable and interesting. Read also: How to create a marketing strategy with AI—and other marketing shortcuts you can master with Gemini for Google Workspace 02. Define your goals An effective content marketing strategy will include both actionable long-term and short-term goals that can translate into clear tasks with measurable outcomes. Brand awareness, for example, is a great goal for new businesses. Before you begin making sales, your customers need to find out about you. Business often achieve brand awareness on social platforms, so part of your marketing strategy could include creating a detailed social media calendar and creating content that will spark interest, foster engagement and improve your brand’s visibility. Once your content strategy plan has driven traffic to your website and social channels, you’ll next want to convert your leads into customers. You may want to include calls-to-action in your content or send out a newsletter to keep your leads engaged with your business. Consider these other content strategy goals as well: Elevate your brand Increase your revenue Retain your customers Attract talent Improve customer service Rebrand your company Ensure that each piece of content you release has a distinct purpose in your content strategy to move you closer to your goal. To do this, define SMART goals (goals that are “specific,” “measurable,” “attainable,” “relevant,” and “time-bound.”) 03. Perform market research You should also research what your competition does with their content. If your competition performs well on search engines, use tools like SimilarWeb, Ahrefs or Semrush to find out which keywords they rank for and get a sense of their strategy. In addition to finding out what your competition gets right with their content strategy, look for gaps in their content that you can fill. If they have a weaker social media presence compared to their organic search strategy, you might consider developing your strategy around social media. 04. Choose your distribution channels Develop one or two promising—and ideally complementary—channels. For example, a blog can work well with a Facebook or Instagram page, since you can build an audience and share your content on these platforms. According to Hubspot, 10% of marketers believe that a blog content strategy has the biggest return on investment of all marketing strategies. However, Wix’s Head of Blogs Growth Judit Ruiz Ricart warns blogs can take years of investment before seeing returns. She suggests focusing on your website’s SEO and acquisition, then using social media to build brand awareness and a newsletter to keep interested parties in your network. Tip: If you’ve picked Google as your main distribution channel, check out the Wix SEO Learning Hub and Wix’s SEO tools. We also love this guide to topic clusters , which is the cornerstone of many content marketing strategies. 05. Set your KPIs Once you set your goals, set key performance indicators (KPIs) that determine if your content and distribution methods work. How will you measure your content marketing efforts’ return on investment? If, for example, you want to increase brand awareness, you wouldn’t make your KPI conversions. Instead, you would monitor website traffic or social media engagement. KPIs set expectations and ensure that you efficiently work toward your goals and they can help inform things like which writers to work with or how to utilize AI content generators and AI writing tools to your advantage. You could use these KPIs to measure your content marketing performance: Traffic Conversion rate Engagement Number of ranking keywords Organic visibility percentage Qualified leads Revenue 06. Decide what type of content to create Content marketing includes more than blog posts, landing pages, guides and webinars . You could also try memes, surveys, data visualizations, company news and contests. Let’s talk about nine useful types of content marketing and why you should include them in your content strategy plan: Ebooks: Like blogs, e-books provide helpful tips or relevant insights from your business. In addition to the value they offer existing customers, ebooks can attract leads. By “gating” an ebook, you can incentivize your target market to share their contact information or subscribe to your newsletter in exchange for your content. Infographics: You can repurpose your data-heavy, long-form content into infographics. Provide the key takeaways in a concise visual representation to create eye-catching and shareable content. Case studies: When you tell potential customers about the positive experiences your existing customers had working with your business, you offer them a reason to trust you. You can produce case studies in various formats such as blog posts or videos. Free tools: Ross Simmonds, founder of Foundation Marketing, explained in an email to Wix’s content team that free tools are some of his favorite content marketing assets and that many marketers overlook them. Unlike a blog that requires consistent investment, tools like checklists, templates, calculators and generators (like Wix's business name generator , for example) are effective for years, often without much upkeep. Videos: According to Hubspot, marketers see videos as the most popular form of content marketing as they’re highly engaging and shareable. Marketers believe that short-form videos—such as TikToks and Instagram Reels—and live streaming have the highest ROI. Use the Wix video maker to simplify the production process. Wix predicts short form video content will continue to trend in 2023 Market reports: Show off your industry knowledge with market reports to generate leads. Podcasts: Ruiz Ricart recommends working podcasts into your content strategy plan because you can start them easily and they organically attract listeners. This is also a great way to lead with user first content ideas . White papers: White papers are extensive reports that share research and data. Testimonials: User-generated content is invaluable—especially when working on a budget. Share quotes from reviews, social media comments and heartfelt emails from overjoyed customers on your website or social media channels. Whatever type of content you create, make sure you aim for quality first. If you're creating content for search, be sure to keep up to date with all the content lessons from Google's updates. 07. Create a content calendar When it comes to actually creating and distributing content, many people will enthusiastically publish content they consider good quality without considering whether it stays true to their strategy. A content calendar can solve this issue. Creating an editorial calendar will help you plan out your content for important events like product launches and holiday content marketing . It also helps you stay consistent with your publishing and distribution cadence. Eventually, you’ll develop a rhythm that your audience will notice and they’ll begin to expect content from your business on regular intervals. Developing an editorial calendar in advance can also help you plan your resources and set tasks for your team. Creating content and posting on multiple channels every day can overwhelm a small team. With a content calendar, you can manage expectations and also anticipate any additional resources or marketing tools your team might need. 08. Analyze the data Data analysis helps you determine how well your content performs, identify strategic areas to improve and monitor your target audience. Platforms such as Google, Facebook, YouTube and Instagram have integrated analytics systems. Additionally, Wix Analytics can tell you where your website traffic comes from as well as how people move through your site. Aside from determining success via content analytics and metrics, you should also speak and listen to your customers. Pay attention to how they interact with your content on social media and listen to the feedback they communicate in reviews, comments or questions on your blog posts. Often, your customers will tell you exactly what they like and don’t like. 09. Reassess your strategy While your content strategy’s end goal remains the same, the implementation is a cyclic process. Ruiz Ricart says that you have to restart or build upon your methods every six months: You set a small goal, choose the metrics that’ll measure your performance and create content you think will help you achieve those goals. Then, you analyze the data and set new goals for how you can improve or expand your content. You measure the performance on the new content and keep building upon your goals and your strategy until you can comprehensively cover your entire customer journey. 4 best practices for creating meaningful content As you move through the content marketing strategy process, keep these important things in mind: Start small Don’t build upon your strategy until you have a steady foundation. Start with very small, clear goals and set the metrics to measure them. Then, use that data to improve and test something new. Be realistic You should define your strategy by the time, money and resources you can invest. You won’t achieve anything if you spread yourself too thin. Tailor your approach to have a substantial impact. “Know what your resources are, know what you want to achieve in the short-term, then see what’s the best platform to allow you to do that,” said Ruiz Ricart. Prioritize quality over quantity According to a survey of marketers, 83% believe it’s more effective to create fewer pieces of higher-quality content than lower-quality content more often. Be nimble A good content strategy plan is adaptable. If you focus on Instagram and find out the platform prioritizes Reels, you need to focus on Reels. If you notice that your Stories perform well, you pivot your strategy to invest more in Stories. You might even find that your goals change. For example, most new businesses want to generate brand awareness. After the business achieves the necessary level of market penetration, it can adapt its content strategy to get more leads, encourage more purchases or increase brand loyalty. 3 content strategy examples Looking for some inspiration? Learn from these content marketing examples : Wix Over the years, Wix has developed a content strategy that spans the entire customer journey, with teams focused on creating the content customers need to progress through the marketing funnel. “Every single stage needs a very specific strategy,” explained Ruiz Ricart. With traffic as the primary KPI, the Wix Blog uses SEO to increase domain strength and brand awareness. Wix’s social media accounts are dedicated to brand elevation, with engagement as its KPIs. Landing pages are the primary conversion content, so the KPI is the conversion rate. Wix Learn (a learning platform that features webinars, tutorials and courses) is dedicated to nurturing and retaining customers. Finally, our newsletters focus on getting users to invest more in the products. Ahrefs Ahref’s provides informative blog posts as part of their content strategy. The content team markets an SEO tool, and they effectively rank on many relevant search engine results pages. But their articles focus on educating readers about their product, indicating a KPI in conversion or customer retention. Additionally, the Ahrefs marketing team spreads out their investment across a series of webinars, a strong YouTube channel, an engaging newsletter and a landing page for a beginner’s guide to SEO. Animalz Animalz, a content strategy agency with a fantastic blog, relies exclusively on direct traffic—a rarity in content marketing. They aim to sell through their thought leadership, and exemplify what can happen when you allow your content strategy to evolve as it grows. “I’m sure they didn’t start like that,” said Ruiz Ricart. “There’s no way the Animalz owner woke up one day and said, ‘I’m gonna write this amazing piece, people are gonna love it and they’re gonna come to us directly.’” They merely did what they knew how to do: Create content. The lesson here is to rely on your skills. If you’re a real estate agent who knows how to read the market, write an accessible newsletter for the average person who doesn’t want to buy unless the price is right. If you’re witty, try meme marketing. If you’re a wedding photographer, make dreamy slideshows to share on social media.

Marketing your small business doesn’t require a huge expenditure. On the contrary, many effective marketing practices - from making sure to build a website to social media marketing and more - are perfectly doable on a low budget. But with so many marketing options , it might be difficult to know where to start. Should you opt for content marketing? Networking at local events? Creating ads on Facebook? To help you find the best option for your needs, we’ve compiled a list of 25 small business marketing strategies you can implement on a low budget. Take a read for inspiration and actionable tips, and use this post for reference as you determine how to market your business. Start building your online presence with Wix . Small business marketing strategies Create a professional website Know your industry Shape your brand identity Perfect your elevator pitch Create a blog Build a content marketing strategy Write guest posts Optimize for SEO Generate PR buzz Try PPC Write compelling CTAs Craft powerful landing pages Send strategic marketing emails Try social media marketing Generate local awareness Build a brand community Incentivize user engagement Provide free consultations Experiment with guerrilla marketing Maintain strong customer relationships Ask for customer testimonials Attend a conference Network in person and online Look for co-marketing opportunities Build meaningful partnerships 01. Create a professional website Building an online presence is critical for spreading the word about your brand. With this in mind, create a professional website for your company that serves as the central hub for all information related to it. Putting your stamp on the web will strengthen your company’s credibility and make it easier for people to discover you. It also gives you the opportunity to create compelling experiences for prospective customers - such as blog posts, videos, eBooks, QR codes , and more - that draw them closer to your brand. Tip: Read further how a QR code generator  can benefit your marketing strategies. 02. Know your industry When deciding how to market your business, it’s important to know where you stand in relation to your competitors and target audience . By researching other companies in the field and getting to know your desired customers, you’ll have a better understanding of which marketing strategies will be most effective for your brand and what KPIs you should implement. To learn more about your competitors, create a marketing plan and do an in-depth evaluation of how you stand in relation to them. This will help you develop a well-informed marketing plan based on your competitors’ strengths and weaknesses, as well as perceived opportunities and threats within your industry. At the same time, conduct market research to learn about the customers you’d like to target with your product. This will allow you to define your target market , analyze the needs your product meets and determine the kinds of people who might benefit from it. Once you’ve collected enough data, you can create an organized record of your ideal audience by creating buyer personas , or fictional representations of your target customers. 03. Shape your brand identity As part of your small business marketing strategy, you’ll need to create a brand identity that’s compelling for your audience. That includes everything from choosing your brand colors to determining your brand language and tone. One of the most essential elements of your brand identity is your logo. A good logo can bolster customers’ perception of your business and help you stand out from the competition. On top of that, it makes your company look more professional. Because a logo is the face of your brand, it should accurately portray your business and resonate strongly with your target market. Using a logo maker , you can create a custom logo in minutes to place on your website, social media pages, printed fliers, and more. This step-by-step guide shares important tips on how to design a logo, from choosing the right fonts, selecting your colors and more. 04. Perfect your elevator pitch Sometimes, you’ll find yourself interacting directly with prospective clients or business partners, whether it’s on the phone or at a networking event. To make the most of these opportunities, you’ll need an elevator pitch. This 30-second, pre-prepared speech explains what your company does and helps generates interest in your brand, as well as being an essential step to starting a business . A great elevator pitch is interesting and memorable, and it shows how your business is unique. It should not only highlight your product or service, but also touch on your company’s purpose and values. 05. Create a blog One of the most essential small business marketing practices is to create a free blog . The main purpose of writing a blog is to provide key insights on topics within your niche. However, it also helps improve your website’s SEO, as you’ll be posting regular updates. By writing actionable, informative content about your industry, you can highlight your expertise and give value to your readers. This will help you establish your brand’s authority, improve the perception of your services, and attract and retain customers. These blog templates provide useful inspiration for getting started. 06. Build a content marketing strategy Creating a blog is just the first step in building a broader content marketing strategy. Content marketing forms the core of inbound marketing , which uses valuable, engaging content to organically draw customers to your small business. While blog posts are the most common form of content marketing, there are many more content options you might want to explore. These include (but aren’t limited to): Webinars Online courses eBooks Infographics Podcasts Vlogs YouTube videos Case studies Whitepapers Slide decks Templates Quizzes Choose your content types based on what’s relevant to your niche and what your audience connects with most. Whichever formats you select, the goal is the same: to provide information to prospective customers that gently guides them toward your brand. Learn how to build a smarter approach with an effective AI content strategy . 07. Write guest posts When marketing for a small business, you should aim to publish content on blogs and business publications other than your own. By creating strategic guest posts, you’ll be able to build your reputation as an industry leader while driving traffic to your site. You can find places to post by reaching out to editors at online business and tech magazines. Email these editors directly, contact them through social platforms such as LinkedIn or Twitter, or look for a contributor page on their website. If you don’t want to wait for them to respond, another option is to publish articles on LinkedIn and Medium . In addition to writing informative, original content in your articles, don’t forget to include inbound links. Also known as backlinks, these will direct readers to your site and boost your SEO by telling search engines that your site is an authority in your niche. 08. Optimize for SEO For prospective customers to find your website, you’ll need to improve your SEO. Also known as search engine optimization, SEO is the process of increasing traffic to your website by ranking higher on Google and other search engines. Because this marketing strategy has the power to place your brand front-and-center on the web, SEO is a fundamental small business marketing practice. It's one of the few digital marketing trends that never go out of style. To boost your SEO, place strategic words and phrases that receive high search volume throughout your site. You can find these terms by conducting keyword research on Ahrefs, SEMrush, Google Analytics, and other platforms. You should also make sure to take care of the technical side of SEO. This involves moderating your website to eliminate any problems within its internal structure, as well as improving your page speed and optimizing your mobile website design. 09. Generate PR buzz When your business achieves something noteworthy - for example, a new product launch or an impressive funding round - take advantage of PR to create publicity around the event. You can do this by hiring a public relations professional, or by writing press releases yourself. Don’t hesitate to reach out to editors at big tech or business publications relevant to your niche, as they may be interested in writing an article about your company. Alternatively, you can submit to paid PR websites, such as PR Newswire , PRWeb and Newswire . 10. Try PPC PPC, or pay-per-click, is a type of internet advertising on Google, Facebook and more in which the advertiser pays every time an ad is clicked. It’s a useful small business marketing practice that can generate brand awareness and expand your reach. While PPC advertising isn’t free, its cost per result is lower than many other advertising methods. Even if your marketing budget is limited, it’s worth dedicating part of it to creating a handful of ads. Afterwards, you can analyze the results to determine whether they’re a worthwhile expenditure for driving traffic to your site. 11. Write compelling CTAs A call-to-action is a short phrase that prompts swift, immediate action from your target audience. These instructions encourage people to take steps that guide them through the marketing funnel , like subscribing to a newsletter, starting a free trial, or purchasing a product. CTAs are small but mighty. In fact, their quality can make or break whether a visitor leaves your site or becomes a customer. To write convincing and powerful CTAs, be as short, clear and direct as possible. You should also make it a color that visibly stands out from the surrounding content. 12. Craft powerful landing pages A landing page is a stand-alone web page created to market a specific product or service. Its goal is to guide your audience toward making a purchase, whether by generating leads or converting them into customers. When creating a landing page, be sure to come up with an eye-catching design and killer copy that convinces people to click. 13. Send strategic marketing emails Email marketing is another effective small business marketing tactic. Provide content that your audience will truly enjoy, such as actionable blog posts or helpful free resources, so that your emails come across as valuable rather than spammy. Make it a habit to send weekly newsletters that your subscribers come to expect regularly in their inboxes. Once you gain more subscribers on your mailing list, you can send targeted emails based on the interests and preferences of each customer segment. To get people to sign up for your emails in the first place, reward new subscribers with a special offer, such as a free downloadable eBook or a coupon code to your store. 14. Try social media marketing Social media marketing is the process of crafting content to share on social platforms - such as Facebook, Instagram, Twitter, and more - with the goal of promoting your brand. This involves engaging with your followers in order to generate brand awareness, build brand loyalty, and make sales. To get started, figure out which platforms your customers are spending time on. Are they watching YouTube videos? Scrolling through Instagram? Browsing Pinterest? Based on your findings, create a dedicated company page on the relevant platforms. Be sure to post content that reflects your brand image and voice, resonates with your target audience, and provides real value. You should also interact with your audience in the comments section, as this is an effective way to achieve strong, lasting relationships with your customers. 15. Generate local awareness Take your small business marketing efforts offline by building brand popularity among members of your local community. Starting small - with local events and news networks - can give you a loyal fan base from the early stages of your business. Sponsor local events, and volunteer your branded products for use in local productions, festivals, and workshops. You can also get involved in community projects, such school fundraisers, food drives, and other nonprofit efforts. Not only will this increase your brand’s visibility, but it will also attract customers who support your good work. 16. Build a brand community Throughout all your marketing efforts, aim to grow an online community for your brand. By bringing together your customers and fans, you’ll create a loyal following of people who’d happily recommend your products. In addition to building a social media following and sponsoring local events, there are many other ways to creatively bring together your community. For example, you can host Q&As, live stream behind-the-scenes video, and add a forum to your website where customers can engage with one another. 17. Incentivize user engagement With the rise of social media, user engagement has become a crucial small business marketing strategy. Offering incentives to potential customers is a great way to maximize your engagement efforts online. Encourage people to share content by holding online contests, social media challenges, and more. Spark the interest of your audience by offering prizes to the winners, such as discounts and coupons for your product. The more people share posts about your product, the more you’ll expand your reach and build brand awareness. You can implement similar incentives for referring new customers to your brand. Referral programs are a powerful way to source leads, as people are likely to listen to the recommendation of a trusted friend. 18. Provide free consultations Gently guide prospective customers toward your brand by offering free consultations. This is a great way to persuade customers who are on the fence about whether or not to buy your product or service. That said, be sure not to pressure customers into buying. Instead, get them interested in your product by showing them how it fulfills their wants and needs. 19. Experiment with guerrilla marketing Guerrilla marketing is a low-budget strategy to market your business in creative, unconventional ways. This technique relies on the element of surprise, and includes everything from viral videos to street art to publicity stunts. For effective guerrilla marketing, go public with something imaginative, memorable, and unexpected, as in these creative guerrilla marketing examples . The goal is to generate buzz around your brand and stick in the minds of your audience. 20. Maintain strong customer relationships Establishing deep, meaningful connections with your audience is a subtle marketing strategy that helps you build customer loyalty. All your teams - from marketing to sales to support - should listen carefully to customers’ needs and respond with patience and respect. Make an effort to engage in social listening by proactively holding conversations on social media and taking your customers’ feedback to heart. It’s particularly important to follow up with past clients. Even after your clients complete a purchase, continue to engage them with thoughtful treatment and valuable content. One idea is to give them a gift as part of your holiday marketing efforts. If you show them continuous care, they are far more likely to return to you for more. In fact, studies have shown that 93% of customers are likely to make repeat purchases with companies that offer great customer service. 21. Ask for customer testimonials What satisfied clients say about you will always sound far more convincing than what you say about yourself. For that reason, it’s important to ask for testimonials, or statements from your customers that talk about their positive experiences with your business. Build your brand’s reputation by strategically placing these customer recommendations across the web. Be sure to add testimonials to your website as well as your social media pages. 22. Attend a conference When deciding how to market your business, research conferences in your area. Attending a professional event relevant to your industry is an effective way to grab the attention of potential clients and business partners. You’ll be able to find upcoming conferences with a quick Google search, or you can browse sites such as PaperCrowd , AllConferences.com , or TED . You can also go a step further and give a presentation about your business. Highlight the ways your business stands out from the competition, and use that to spark interest in your brand. Including original, compelling insights in your presentation will help establish you as a thought leader with a serious, viable solution. 23. Network in person and online Take advantage of professional and social events to let people know about your business. In addition to networking at conferences, attend lectures and workshops where you’re guaranteed to run into other industry professionals. Both Meetup and TechMeetups.com are useful platforms for finding such events. On top of that, create a company LinkedIn page to share what you do and connect with other entrepreneurs. Your company page should link to your website and describe your business, and it can also include thoughtful, relevant posts to attract customers, partners, and investors. 24. Look for co-marketing opportunities Co-marketing is a technique in which two companies work together on a co-branded promotional campaign. This practice is mutually beneficial because it harnesses the resources of both companies to reach a wider audience. To find co-marketing opportunities, reach out to local businesses in your area that aren’t your competitors but that offer similar products to a similar target audience. Consider promoting each other on social media, email newsletters, and your blogs. You’ll be giving your partner company additional promotion, and their fans will learn more about your brand. 25. Build meaningful partnerships As you develop your small business marketing strategy, keep in mind that your professional connections can become devoted ambassadors for your brand. For that reason, it’s important to build and maintain business relationships with company partners and others in your field. Even when face-to-face interaction is limited, stay in touch with them on professional platforms like LinkedIn, follow up with them regularly, and be open to collaboration on relevant projects. If they believe in the work you’re doing, they’re likely to recommend you to potential customers who come their way.

Marketers today face the challenge of information overload: with dozens of different channels to choose from and new forms of digital marketing emerging all the time, it can be tricky to cut through the clutter to directly reach an audience. Consumers, too, have endless branded ads to sift through day after day. That makes reaching and engaging them more involved than simply creating a website and social media accounts and waiting for customers to find them. If you’re restricted by a budget when it comes to promoting your website or business, this becomes even more challenging. That’s where integrated marketing comes in. With integrated marketing communications, brands can relay their messages across various channels in a way that’s engaging, consistent and doesn’t break the budget. Let’s take a closer look at what it means, how you can create your own integrated marketing strategy and some examples of how other brands have done it right. What is integrated marketing? Integrated marketing is a strategic approach for promoting your products or services in a consistent way across multiple channels and touch points. The goal is to ensure that all marketing efforts work together to create a cohesive and impactful experience for your consumer. Integrated marketing may involve a variety of channels including online ads, social media marketing , direct marketing, PR or even TV commercials. By grouping your marketing ideas into one campaign or coordinated effort, you can enjoy an easier time generating leads and creating a strong brand identity. Discover more types of marketing: Digital marketing , Affiliate marketing Key elements of integrated marketing In a nutshell, integrated marketing typically strives to achieve a few things: Consistent brand messaging in which your messaging on one channel isn't wildly different from your messaging on another. This applies to everything from your brand voice to your core values. This makes it similar to mass marketing too. Coordinated marketing efforts that involve various types of content and marketing channels, giving you multiple ways to reach your consumers. Customer-centric approach in which your customers' needs come first and guides your strategy. Data-driven decision making , which means that you're not relying on gut feeling but rather letting real-time and historical data inform your decisions. Cross-channel collaboration in which your team members are working together to establish a unified front. Learn how to build a smarter approach with an effective AI content strategy . How to develop a winning integrated marketing strategy It’s important that you develop a strategy before implementing integrated marketing for your brand. You’ll need to plan out certain aspects in advance, such as getting to know your audience and choosing which marketing channels to focus on. Here’s how you can get started. Pin down your campaign goal Get to know your target audience Define your brand’s unique selling proposition Outline your marketing communication methods Decide who owns which channel Build reusable assets Set and analyze metrics 01. Pin down your campaign goal You probably have a reason for seeking out a new marketing strategy right now. Maybe you’re launching a new product, rebranding or trying to reach a new audience. Whatever your reasoning is, you’ll need to set your goal in order to be able to build an efficient integrated marketing strategy. This reason will point you towards your goal. For example, if you have a new product, your goal might be to make consumers more aware of it and drive conversions. Knowing what you want as your end result will help you build your integrated marketing communications more effectively. It will also help you define key performance indicators (KPIs) to measure your progress, and to identify when you need to make a pivot. 02. Get to know your target audience For a strategy that's based on communication and building a relationship with your audience, getting to know our audience at a deep level is imperative. A good place to start is to build a buyer persona that, together with your campaign goal, will steer you in the right direction. To do so, begin by answering some of these questions: Who is in the target demographic? (Be specific, look at data like gender, age, location, and interests) What’s important to my target audience? What is the problem they are looking to solve? Which platforms do they use the most? How do these people prefer to communicate with the brand? Depending on the goal of your integrated marketing campaign, you might want to tweak your buyer persona to be unique to each channel and consider market segmentation . At this stage, it also helps to map out the customer journey to the best of your ability. Use the data at your fingertips—such as Wix Analytics —to track the current behaviors and entry points of your existing customers. Start developing a hypothesis around the value of each marketing channel, and how individual touch points work together to convert your customers over time. Along the same lines, plan a way to proactively re-engage leads across channels. Determine at which points you should be sending them product offers as opposed to educational materials (as an example), and in what formats. 03. Define your brand’s unique selling proposition Your unique selling position is what sets your business apart from the competition. When it comes to developing your marketing integration strategy, learning where your brand stands in the market will allow you to pinpoint unique areas to focus your campaign. Take your time performing competitive research, talking with your customers and consulting your team to understand where your brand shines. Find proof to back up your claims. For example, if one of your brand's pillars involves selling ethically sourced products—list out how you're doing this (e.g., "locally grown products"), as well as any social proof (e.g., any sustainability certifications you've earned). This ensures that your messaging has substance. From here, you can look to create a brand messaging doc or other guidelines that can be used by all of your team members, no matter which channel they manage. 04. Outline your marketing communication methods Your marketing communication method dictates how and where you’re distributing your campaign. A common mistake is to start by choosing which channels to focus on before outlining why they're important or validating that they matter to your audience. As you address this stage of your marketing plan , ask yourself: Where do your customers spend their time? Going back to your audience research, which channels—online or offline—are a majority of your customers already using? Consider whether your brand is missing out by not being present or more active on these channels. What channels are already valuable to you? What channels have worked for you in previous campaigns? Do you have more experience with one channel over another? It can be helpful to start with channels that you're already familiar with, and to use them as a baseline for newer channels. What is the goal of each channel? Every marketing channel should have a defined purpose. Avoid taking a spray and pray approach, and instead, know why you're choosing to engage on those channels and how you plan on tracking success. 05. Decide who owns which channels As you're coordinating your multichannel marketing efforts, you'll want to appoint clear channel managers. This ensures that all channels are accounted for, and that someone on your team is specifically responsible for becoming an expert on each channel. Trends and behaviors are changing all the time—so your channel managers should find ways to stay up to date, plus measure success. They should additionally monitor activity on their respective channels, ensuring that any content that goes out jives with your branding guidelines. 06. Build reusable assets Arm your team with messaging docs, graphics, videos, blog posts—or even templates—to help spread brand awareness across all channels. Keep in mind that one asset can be repurposed in multiple ways. For example, a three-minute YouTube video could be cut into shorter soundbites for Instagram, X or other social media channels. That same video could be converted into an audio file, or embedded and quoted in a blog post. Similarly, a blog post could be turned into a video, presentation or downloadable e-book. The idea: work smarter, not harder. Rather than developing unique assets for every single channel, see what you can reuse from other channels. Better yet, identify and repurpose your top-performing assets. See how behaviors vary across platforms or audiences and use that to inform your future decisions. Learn more about how to create a landing page.   07. Set and analyze metrics The goals you set initially will help determine the metrics you follow throughout your campaign. For example, you might look at social media brand mentions, website conversion rate, or an increase in engagement. When using multiple channels, you should analyze the results from each separately to gain an accurate picture of how your campaign is performing on different platforms. The metrics for each platform might be different as well, so you’ll likely need to set multiple KPIs to accurately measure the results of your integrated marketing communications. This step doesn’t only need to be done after your campaign is released, but can be tracked throughout in order to test different messaging and determine areas for improvement. Analyzing your campaign’s results will not only help you strengthen its performance, but also teach you how to optimize similar ones in the future. 5 successful integrated marketing campaigns Sometimes the best way to learn is to see how others have done it before you. Check out these iconic marketing campaigns for inspiration. Geico: The Gecko Geico used a common mispronunciation of its brand’s name and ran with it, using an anthropomorphic gecko in its ads. This is a good example of how to get creative with integrated marketing. Geico did more than just using the same tone or aesthetic, it created a mascot that relayed the brand’s story and message, all while using humor to draw people in. The campaign paid off, and resulted in a sales boom for Geico between 2002 and 2007 , rendering it the fastest-growing auto insurance brand. GoPro: Be a Hero Campaign In order to advertise its durable action Hero cameras, GoPro launched the ‘Be a Hero’ campaign that turned its users into brand ambassadors. People submitted user-generated content like footage of themselves using their cameras doing everything from extreme sports to everyday things, like swimming in a pool. GoPro used the “Be a Hero” messaging across multiple channels: in TV ads, on billboards, social media, and in digital communications. The campaign resonated with so many since it evoked the idea that with a GoPro camera, anyone could be a hero, an idea that helped the brand reach a whole new audience. Domino’s: AnyWare Campaign To draw attention to how easy it is to order a pizza from Domino’s, the company launched its ‘AnyWare’ campaign, which allowed customers to order via text, tweet and even on smart devices like watches, TVs, and voice-activated AI devices like Alexa. In order to do this, customers had to set up a pizza preference profile online to ease quick ordering. Domino’s used integrated marketing to push this campaign on social media, TV ads, and press releases with the goal of driving traffic to its website to learn more about quick ordering. The pizza giant set a goal of having half of all its orders placed digitally, which it readily achieved through this campaign. Dove: Campaign for Real Beauty What started as a study on how women and society perceive female beauty ended up as a global campaign that helped redefine a brand. Dove began by releasing billboard ads asking people to text in a vote whether the women portrayed in the ads were beautiful or not. This extended into similar marketing messages on viral videos, TV commercials, print ads, and social media. Dove went from a simple soap company to a brand that became synonymous with body positivity, making it a great example of how to use integrated marketing to rebrand. With this one campaign, Dove managed not only to spark a conversation and repurpose its brand but also increased its sales from $2.5 billion to $4 billion in the 10 years following its release. OldSpice: Smell Like a Man Another example of a company rebranding itself, Old Spice’s original The Man Your Man Could Smell Like commercial gained so much momentum that the brand launched it into an entire campaign. The 30-second TV ad was being shared so much on social media that Old Spice decided to run with it by creating more similar ads along with interactive videos on social media. The company also rebranded its website, product packaging, voice, and messaging to reflect this new campaign that resonated so strongly with its audience. This resulted in millions of online video views, increased engagement, and doubling sales less than a year after the campaign launched . Key benefits of integrated marketing techniques Using an integrated marketing approach is effective in more ways than one, as there are significant advantages to unifying your brand messaging on all channels as opposed to running entirely unique campaigns on each one. Cost-effective: When searching for new marketing strategies , the first question you’re likely to run into is whether it is effective and affordable. Integrated marketing is actually likely to be more cost-effective since you’re creating content that can be used for multiple purposes across several platforms. Not only that, but some integrated marketing campaigns rely on user-generated content, which can also help drive your costs down while increasing efficiency and engagement. Builds brand relationships: A key purpose of integrated marketing is to form a relationship with the customer. This approach helps promote awareness and trust by being reliable in the messaging you deliver across all your channels. Your audience will slowly start to recognize your brand wherever it appears, and by being consistent with your brand experience, they’ll also grow to trust your messaging. Creates cohesion: As consumers, we like things that fit together nicely. By running multiple unrelated campaigns simultaneously on your different channels, you’re presented with a disjointed picture of your brand. Consumers are already exposed to endless information every day, so instead of throwing another five different campaigns at them, present them with one that spans across the board to ensure you don’t overwhelm their attention span. Common challenges of integrated marketing (and how to address them) As you seek to recreate some of the examples from above, keep your eyes peeled for these common pitfalls. Misalignment in priorities: Coordinating efforts across various marketing channels and team members can be challenging. Each channel owner might have different priorities, timelines and approaches, which can lead to conflicts and misalignment. To avoid this, make sure to set a common campaign goal that stretches across all channels. Inconsistency in messaging : Try as you might, there's always a chance that your messaging gets confused across multiple channels. Even slight variations in messaging can dilute the intended brand image and confuse consumers. To avoid this, create clear guidelines and establish a primary point of contact if anyone has questions. Difficulty juggling multiple channels : Integrated marketing may require investing in a wider range of marketing channels and platforms. Allocating resources effectively across these channels can be challenging, especially for smaller businesses with limited budgets. To avoid this, don't bite off more than you can chew. It's better to have fewer channels that you can devote more time into mastering than to have too many channels to stay on top of. Difficulty integrating data : Combining data from various sources and channels to gain a comprehensive view of customer interactions can be difficult. That's why you'll want to make sure to use a platform like Wix, where you can manage multiple channels (such as your website, emails and social media) in one place. Challenges measuring ROI: Determining the exact contribution of each channel to overall success can be challenging. From the get-go, you'll want to be extra specific about your goals per each channel and define the analytics tools (plus KPIs) that will help track performance. Integrated marketing plan example To help you get your integrated marketing campaign off the ground, we've put together this simple template for your business. It can be edited and adapted for your own specific needs. Executive summary Briefly summarize the key points of your marketing plan, including goals, target audience, strategies and budget. Include a heading and section for each one of these. Make sure to start with the broader ones, like goals and then narrow down to the more detailed ones, like budget. Market analysis To fill these in you'll need to do the following: Evaluate the strengths, weaknesses, opportunities and threats faced by your business. Identify your main competitors and analyze their marketing strategies strengths, and weaknesses. This research should help you improve your own plan. Define your ideal customers, including their demographics, interests, pain points and buying behavior. Identify relevant market trends in your industry to inform your marketing strategies and planning. Marketing goals Define the specific, measurable, achievable, relevant and time-bound goals for your integrated marketing efforts. Examples of goals: Increase website traffic by 20% in the next quarter Generate 100 leads per month through social media Achieve a 15% conversion rate for online sales Marketing strategies Create and distribute valuable, relevant and consistent content to attract and engage your target audience. Build a strong and engaged presence on relevant social media platforms

If you have a business you want to promote, there are so many directions you can go with your marketing efforts - build your own website , post on social media, send out email blasts and more. With a plethora of both free and paid options for promoting your business online, marketing has become easy and accessible for everyone. Still, it’s no secret that marketing requires time and money. You’ll need to use your resources wisely if you want to scale efficiently and have a high return on investment. For that reason, it’s wise to avoid haphazard promotional efforts, and come up with a marketing plan: a cohesive operation that aligns all your marketing efforts and directly ties back to your business’s goals. Here’s everything you need to know about how to create a marketing plan - including a template you can use to write your own. By outlining your objectives as a company, defining your KPIs , and then unifying your marketing strategies accordingly, this type of plan streamlines your promotional efforts and yields results. Start building your online presence with Wix . What is a marketing plan? A marketing plan is a roadmap that helps you manage, implement and track your various marketing efforts. In other words, it’s a structured framework that links together all your marketing activities into a single, cohesive operation. Typically, a marketing plan takes the form of a report that gives an overview of your marketing strategy for the upcoming year, quarter or month. The report defines your company’s goals over a given period of time, and clearly outlines the steps you’ll need to take to achieve them. It's an essential part of any SMBs marketing efforts. Here’s just a taste of what a marketing plan includes: An analysis of your competitors and your stance in the market A description of your target audience and their needs Your company’s unique selling proposition An overview of your marketing and advertising goals A timeline of the various tasks that need to be completed The key performance indicators (KPIs) that you’ll be tracking to measure success Creating a marketing plan is the most efficient way to generate demand for your product. Whether you’re running an online T-shirt store, working as a business consultant, or launching a blog for moms, mapping out your strategy in advance will help you drive people through the marketing funnel and get customers. Types of marketing plans Before we dive into the specific elements of a marketing plan template, let’s briefly touch on the different types of marketing plans, which can vary depending on your company. They include: Annual, quarterly or monthly marketing plan: Marketing plans are typically annual, but they can be quarterly or monthly depending on your business’s goals. This type of plan will highlight all your promotional activities within the specified period of time. New product launch marketing plan: This is a specific type of marketing plan that focuses on the strategies and tactics you’ll use to promote a particular product. Social media marketing plan: This kind of marketing plan provides a comprehensive outline of your goals, channels, and tactics for promoting your business on social media. Content marketing plan: Similarly, this type of plan provides a comprehensive outline of your various content marketing strategies and goals. Media marketing plan: This focuses on building a strategy using all media types: owned media (your own website, app or email marketing tools), paid media (advertising campaigns), and earned media ( word of mouth marketing , organic traffic, viral content) to support an integrated marketing approach. In this article, we’ll talk about the broadest type of marketing plan. This will outline all of your small business marketing efforts and help you map out a clear strategy. Using this marketing plan as a guide, you can then create more specific plans - such as a content marketing or social media marketing plan - based on the areas you want to focus on. Learn how to build a smarter approach with an effective AI content strategy . How to create a marketing plan in 7 steps Analyze your market and competition Research your target audience Set goals and KPIs Write a unique selling proposition Choose strategic marketing channels Brief your team Monitor your analytics 01. Analyze your market and competition The first step in writing a marketing plan is to identify your competitors. This is important so that you know who you’ll be marketing against, and how you can outshine them with your promotional strategy. Take into account that different competitors will be stronger in different areas. Your biggest competitor on social media, for instance, might be different from your competitor with the best SEO. With that in mind, do a SWOT analysis of your competition. Using this acronym - which stands for Strengths, Weaknesses, Opportunities and Threats - gives you a systematic way to identify your competitors’ performance in your field: Strengths: What are the competitors’ advantages in the industry? What are they excelling in? Weaknesses: What could this company be doing better? What processes of theirs could be improved? Opportunities: Are there any new trends or upcoming events that are relevant to your industry? Identify them, and seize the marketing opportunity before your competition does. Threats: Are there external factors such as new government regulations, declining customer interest, or industry shifts that are threats to your competitors’ success? If so, find a way to navigate these threats and avoid making the same mistakes as your competition. Even if you’ve already done a SWOT analysis in the past, it’s important to reassess the playing field as you write your marketing plan. In particular, anticipate whether anything new is about to happen in the coming year or quarter, such as a change in government policy or the emergence of a new competitor in your market. And, of course, keep an eye out for niches your competitors haven’t gotten to yet. For instance, if you’re selling products to new moms, a SWOT analysis might reveal that none of your competitors are creating products for new dads. In this case, that would be an opportunity for you to expand your audience, attract new customers, and grow your revenue. As you create your SWOT analysis, use this free SWOT analysis template to guide you, and make it a part of your marketing plan: 02. Research your target audience Just as you research your competitors, you’ll need to look into your target audience . This is the specific group of people at which your product or service is aimed - and, as such, they’re the primary audience of your marketing strategy. If you’re unsure of who your target audience is, there are a few different ways to gather this information. First, think about which needs your product fulfills and which types of people it caters to. You can also use your SWOT analysis to point you in the right direction. Look at competitors’ websites, blogs and social media channels to determine the types of people they’re marketing to. To hone in on your audience even further, analyze your existing customers to understand which kinds of people you’ve attracted in the past. Talk to your current and potential customers as much as you can. Get their feedback, use focus groups, and analyze the data to figure out their shared behaviors and characteristics: Age: Does your product seek to address the needs of people of a certain age - for example, older adults or millennials? Location: Are your target customers within a specific country or region? Where are they, and what languages do they speak? Spending power: How much money are your target customers able to spend? Are they seeking out luxury, or could money be an issue when deciding whether to purchase? Stage of life: Can you identify your target customers based on their stage of life, such as new parents, college students or retirees? Hobbies and career: Can you group them based on certain hobbies, career paths, or other lifestyle interests? Track this information in an orderly way by creating buyer personas, or detailed descriptions of specific types of customers. Each buyer persona should reflect both existing or potential customers, based on the factors above: demographics, location, job title and more. Be sure to include this information at the beginning of your marketing plan, side-by-side your SWOT analysis, to provide a thorough assessment of the market in which your company is operating. Ultimately, these various audience types will represent customer segments - groups of people you can target with different marketing materials depending on their interests. 03. Set your goals and KPIs Next, set your business’s goals. What do you want to achieve next quarter? How about by the end of this year? 5 years from now? The more ambitious the goal, the more time, effort and money you should dedicate to it. Determine each goal, and break it down into small steps, either by month, quarter or year, depending on your time frame. Not only will this help you build a clear timeline, but it will also help you allocate your budget. Once you divide up your big goals into small goals, consider how to measure them. In other words, how will you know whether you’re meeting your goals, or falling short? This is where KPIs - key performance indicators - come into play. Essentially, KPIs are the specific metrics used to monitor your progress in achieving your goals. For instance, if you want to create an active online forum for pop music creators, then your KPIs should be site visits, your number of active visitors, and your number of returning visitors. Your position in Google search results for niche keywords, such as “pop music creator” or “music production software,” would also be a relevant KPI. Whichever KPIs you choose, include them in your marketing plan alongside your goals and write down the metrics you’ll use to measure your success. For example, if your KPI is to make more sales, you might want to track metrics like lead generation and conversion rate . By checking your achievements every quarter compared to your KPIs, you’ll learn about the pace and abilities of your businesses. If you achieve your KPIs relatively easily, you can set more ambitious goals. On the other hand, if you’re falling short of your KPIs, you might consider recruiting more people to help you get there. 04. Write a unique selling proposition If you were to give a 30-second marketing spiel to a potential customer, what would you say? Come up with a statement that would appeal to your target audience’s interests and increase demand for your business. If you’re already a market leader that offers high-quality products, you can claim that you’re “the best solution for” a particular need. On the other hand, if you’re still a relatively small player in the market, you can position yourself as being innovative and groundbreaking - the brand that offers fresh, modern solutions. Many smaller businesses tend to find that creative, funny, or even unorthodox branding gives them the attention boost they need from their audience. When targeting multiple audiences, you may find it challenging to create a single message that resonates with everyone. One tip for attracting many types of customers at the same time is to create slightly different messages for each buyer persona. Going back to the product lines for new moms and dads, you may find that you need to split your messaging between a few different customer types: New moms: Target them with the message that they need high-quality products for their babies. New moms who want their spouse to be involved in childcare: Target them with a new message that they’d have more time to relax if their spouse also used the product. New dads: Target them with a different message that these products can help them become good fathers and supportive partners. Be sure to record this messaging in your marketing plan so that you can use it throughout your various promotional efforts. 05. Choose strategic marketing channels Once you come up with your core messages, decide which marketing strategies you’ll use to spread the word. There’s an abundance of options here, both paid and free. Some popular paid channels include: Social media ads (Facebook, Instagram and more) Google ads Online ads on other sites Press releases Partnerships with other companies Outreach marketing Guerilla marketing Email campaigns Offline media such as magazine, billboard and radio ads Facebook ads are a particularly effective option because they reach almost every type of audience and can be targeted based on demographics and interests. They’re fairly simple to make, especially if you already have a Facebook business page. And, depending on your website platform, you can even create Facebook ads directly through your site . Paid channels are a reliable choice, but it’s also worthwhile to couple these efforts with free promotional options as well. These take a little more time to develop, but they’re also a valuable way to get more exposure and build a loyal audience. They include popular inbound marketing tactics such as: Blogging Website SEO Creating company social media pages Being active in online forums and Facebook groups When choosing what channels to use, it’s important to think about which ones will actually reach your target audience. If you’re marketing to elderly folks, for instance, then Instagram ads may not be the way to go. Similarly, build a strategy for the timeline of your campaigns. Take into account any holidays and other special events, such as elections or the Super Bowl, that you can use to your advantage when crafting marketing content. And remember - not all your campaigns will be planned in advance. You’ll need to set aside budget for on-the-fly campaigns, also known as real-time marketing (RTM). This involves taking advantage of precious opportunities like global events and new internet trends. For instance, the January 2021 Bernie Sanders meme was a great chance for companies to get easy attention, earn free media coverage, and go viral. Ikea even used the meme to promote its folding chair and oven mitts. Pro tip: Once you’ve established the right channels and timeline, you may be eager to launch your campaigns right away - especially if unexpected marketing opportunities arise. Resist the temptation until you’re absolutely sure your product is ready, with at least 85% positive feedback from users. Asking for a second chance will cost you much more than nailing a great impression the first time around. 06. Brief your team One of the main reasons to create a marketing plan is to develop a unified operation that your whole marketing department can participate in. For this reason, it’s critical that you keep everyone in the loop. Update your marketing team, as well as the suppliers that create the marketing materials for you. The best way to ensure everyone is aligned is to create a marketing brief - a one-page document that summarizes the market research, company goals, messaging, and action items established in your plan. You can use the marketing brief template below to create a quick, efficient overview of your plan. It includes guiding questions to help you analyze your competitors, determine your target audience, identify your KPIs, and craft a compelling company message. Fill out this document, and share it with anyone who works with you so that they’re on the same page about your strategy and goals: 07. Monitor your analytics Once you start implementing your marketing campaigns, you’ll need to closely monitor the results. To ensure your strategy is effective, continuously track your KPIs and see how the numbers stack up against your goals. That will allow you to adapt the marketing plan based on the goals you’re achieving and those you aren’t. Customer analytics can help you in this process. There are two places to monitor analytics: Google Analytics and your website. Google Analytics can easily be connected to your company website, and it’s a helpful way to track your site visitors and evaluate the performance of marketing campaigns. Wix Analytics is another useful tool that provides a comprehensive analysis of your performance, and it’s conveniently located within the Wix website dashboard. This tool allows you to create custom audiences based on their demographics, geographic location, or other defining features, and you can access it directly from your website. Using these two tools, look at the data. If the numbers indicate that you aren’t meeting your objectives, brainstorm action items for how to improve. If, for instance, you notice that some of your website visitors are located in Europe, try creating a multilingual website; it may just help convert them into customers. Likewise, if you’re getting traffic to your website or blog but are lacking in conversions, try creating content campaigns around specific products. Don’t be discouraged if, after two quarters, you aren’t reaching your goals. This happens to the best of us, and it’s simply an indicator that you’ll need to refine your marketing plan and go back to Step 1. Marketing plan template Now that you know how to create a marketing plan, use this marketing plan template to walk you through the process. It’s free for download and use, and can easily be adapted for any business. Marketing plan examples While the marketing plan template above provides you with everything you need, it may also be helpful to look at other examples for inspiration. If you’re seeking additional resources, use these marketing plan examples to guide you: 01. Marketing Plan Template from SBA The Small Business Administration provides a highly detailed marketing plan template that can be downloaded as a PDF and easily adapted to suit your company. The plan covers all the must-haves, like an explanation of your products and an analysis of your target market, but it supplements those with finer details like location analysis and product packaging. 02. Marketing Plan Template Generator from HubSpot Unlike most marketing plan examples, this isn’t a file that you print out and fill in. Instead, it’s an online generator - a fill-in-the-blank template that walks you through the creation process page-by-page. The generator feels almost like an AI bot, asking you to fill in your name and then replying “Awesome! It’s great to meet you, [Name]!” This is a great way to make the marketing plan process more dynamic and fun. 03. Marketing Plan Microsoft Word Template from More Business The advantage of More Business’s marketing plan template is that it’s downloadable for Microsoft Word, allowing you to fill in each section directly on the document. The document not only contains different strategies that you can use to inspire your own marketing efforts, but it also comes with examples of tables and charts for your marketing plan. 04. One-Page Marketing Plan Template from SmartSheet This template is available for download on Microsoft Word, Google Docs and SmartSheet, but we particularly like that it’s available as an Excel version. As a one-pager, it’s short and sweet - ideal for getting your marketing plan started without getting lost in too much detail from the beginning. It’s a helpful sheet for brainstorming, or for summarizing your marketing plan once it’s complete. 05. Marketing Plan Slide Deck Template from Slidesgo This marketing plan template comes in yet another format - an attractive slide deck that’s downloadable for both PowerPoint and Google Slides. This includes all the essentials, but in a more visual format, making it a useful asset for turning your marketing plan into a presentation.

Let Wix’s AI Website Builder build your site in minutes → Two years ago, I thought I had content strategy figured out. I'd spent years building SEO playbooks, running high-performing content programs and watching our work steadily climb search rankings. I'd helped Zapier build a content team with 450% ROI, led by SEO traffic to our blog. AI taketh away. The credit, the click, the relationship with the reader, all of that is bypassed in AI search engines and chatbots.  I've spent the last 12+ months knee-deep in that shift, reworking our content strategy , testing new content formats and having a lot of hard conversations about what we stop doing. Here's what I've learned about not just surviving, but winning, in the era of AI-powered search and generative engines. Zapier connects Wix with hundreds of popular apps , helping you extend your site’s capabilities. With the Wix Studio and Zapier integration , agencies and designers can automate workflows and keep projects moving. Building a website for your business, passion project or side hustle should feel exciting. With Wix’s AI Website Builder , you can create a professional site in minutes with just a few clicks. The AI takes care of the hard work, so you can focus on what matters most: bringing your ideas to life. Why wait? Your website is ready when you are. TL;DR: AI content strategy  AI is changing how content is discovered and consumed. Here’s how to keep your content seen and trusted by readers and AI: Accept AI engines influence search and citations Focus on irreplaceable content that AI can’t replicate Map high-value use cases to keyword gaps Experiment with LLM-friendly content alongside human-facing pages Build a distribution engine and make strategic trade-offs Focus Quick tip Irreplaceable content Share proprietary insights, templates or unique POV Use cases Show real-world examples and success stories LLM content Add structured data, process maps or code snippets Distribution  Syndicate content, engage communities, collaborate with experts "With AI-generated content taking the internet by storm, readers and search engines alike crave genuine narratives and unique firsthand experiences. Sharing personal experiences and insights not only humanizes your content, but also adds a unique value that cannot be found elsewhere. As a result, your site becomes a one-of-a-kind source of knowledge amidst an ocean of reshared, curated content, allowing you to build trust and authentic connections with your readers while strengthening your expertise." - Judit Ruiz Ricart, blog strategy expert at Wix Learn more: AI marketing How to drive traffic to your website Marketing strategies How to promote your website How to build an AI content strategy for AI-powered search AI is changing the game for content. Readers aren’t just searching, they’re asking  AI tools , chatbots and generative engines, which can surface answers without ever visiting your site. That means your content needs to do more than rank, it needs to be irreplaceable, cite-worthy and structured for both humans and AI. Here’s how I’ve approached building an AI content strategy that keeps your content visible, valuable and ready for whatever the next wave of AI brings. Accept that the content playing field has changed Shift from “findable” to “irreplaceable” content Treat use cases as a core asset Experiment with content designed specifically for LLMs Build a distribution engine Make strategic trade-offs Build for resilience, not just reach 01. Accept that the content playing field has changed Google didn't die when TikTok search blew up, and it's unlikely to die now. But now that people can get what they need from generative AI tools, things will  change. Ranking on page one still matters (both for SEO and GEO), but it's no longer the only, or even primary, measure of visibility. As marketers, we need to ensure AI engines are citing us, talking about us and pulling from our content when they generate answers. It's a hard pill to swallow, especially since AI engines aren't always citing us or even acknowledging the existence of our content. But accepting this shift, and proactively signaling your expertise and trustworthiness, is the first step toward staying visible in an AI-driven search landscape.  02. Shift from "findable" to "irreplaceable" content Traditional SEO rewarded content that matched queries and was optimized for keywords, backlinks and structure. That all still matters for GEO, but we need to go from high information gain to content optimization  that's literally irreplaceable, something AI chatbots can't reproduce. This is where demonstrating experience, expertise, authority and trustworthiness (EEAT) become critical.  In practice, that means: Surfacing proprietary data:  Share internal usage patterns, industry benchmarks or anonymized customer insights and gate them so AI can't grab it. Anchoring content in your brand's unique point of view: Emphasize the human behind the content can go a long way here. Offering templates: Provide detailed workflows, examples, scenarios or website templates that can't be scraped from public sources. Sure, AI will be able to find your content. But it'll be much more likely to give you that link, and qualified leads are much more likely to click through. 03. Treat use cases as a core asset One of the most effective GEO strategies we're using is mapping our highest-value use cases directly to keyword and question gaps. This ensures that when someone asks an AI tool, "How do I…?" in a domain where we're experts, our brand has a reason to be cited. For example, in my case, that might mean showcasing how folks are using Zapier to solve specific problems across departments. Especially if you can get folks to share that content, you can teach the AI that the answer to "How do I…?" aligns with whatever you're selling. Pro tip: Encourage  user-generated content and customer stories—they’re a goldmine for fresh content ideas  and give AI engines more authentic signals to cite when surfacing your brand. 04. Experiment with content designed specifically for LLMs We've started piloting machine-readable content layers—pages designed to be easily parsed by large language models (LLMs), even if they aren't flashy to human readers. Think structured datasets, highly formatted process maps and embedded code snippets. This approach doesn't replace human-friendly content, it complements it. While the human-facing page builds trust and engagement, the machine-readable layer makes sure AI sees the full depth of your expertise and authority. 05. Build a distribution engine You can talk about your own products or services all you want, but AI wants to know that other  people are talking about it too. That means focusing on off-site marketing as much, if not more, than on-site marketing. Some things we've been exploring at Zapier: Content syndication : Repurposing high-value content to run on partner platforms and communities. Community engagement : Participating early in relevant discussions on platforms like Reddit and LinkedIn, ensuring our expertise is part of the source material AI tools reference. Influencer collaboration : Partnering with domain experts whose content is likely to feed into generative answers. The goal is to get your content, and your business, into the conversations (and datasets) that AI is training on. Learn more: What is content marketing? Content marketing examples Content marketing tips 06. Make strategic trade-offs The hardest part of spearheading our GEO strategy wasn't deciding what to add—it was deciding what to cut. Every hour your team optimizes content that AI will never cite is an hour we're not investing in assets that could define our visibility for years. For us, this has meant pausing or sunsetting lower-impact content formats, redirecting resources to things like proprietary research, use case development and offsite marketing, and generally being ruthless about aligning content work with the realities of AI. It's all about focus. 07. Build for resilience, not just reach Just as SEO evolved over the years, and continues to evolve, GEO will too. We're still in the early days, and the landscape is shifting constantly. Just when we thought we understood Google's plans with AI Overviews, AI Mode was launched, and before we could fully adjust, Web Guide followed.  That's why we've built regular checkpoints into our process at Zapier: tracking which topics and pages are showing up in AI results, testing new content formats and channels and sharing cross-team insights in real time. And that's really what it comes down to: expect change, embrace it and adapt. Your AI content strategy roadmap Here’s a quick overview of the 7 key steps to building an effective AI content strategy, highlighting the actions to take and the results you can expect. Strategy Key actions Takeaways Accept the changing content landscape Recognize how AI-powered search changes visibility; focus on being cited by AI tools Signal authority and expertise to AI; visibility is no longer only about ranking Shift from “findable” to irreplaceable content Share proprietary data, anchor content in your unique POV, provide templates/workflows Demonstrate expertise and trustworthiness; create content AI can’t replicate Treat use cases as a core asset Map high-volume use cases to keywords/question gaps; showcase real-world applications Positions brand as authoritative; teaches AI the correct context for answers Experiment with LLM-friendly content Pilot machine-readable layers (structured datasets, process maps, code snippets) alongside human-facing pages Signals expertise to AI; complements human-facing content; reinforces authority Build a distribution engine Syndicate content, engage communities, collaborate with influencers Expand reach and credibility; off-site references increase trust signals for AI  Make strategic trade-offs Pause low-impact content; redirect resources to high-value content and research Focused investment in assets that build long-term authority and visibility Build for resilience, not just reach Track AI results, test new formats, share cross-team insights  Demonstrate expertise and adaptability; ensure content remains credible and authoritative as AI evolves Meet the expert Lane Scott Jones built and scaled content programs at B2B SaaS companies including Zapier, Campaign Monitor and Emma. She’s grown teams from zero to 20+, driven 450% ROI and 4.5M+ monthly visitors and managed $2M+ in annual spend all while positioning content as a core driver of business growth. Her work has been featured in Forbes, CMO and MarTech Advisor and she’s spoken at events hosted by Exit Five, Superpath, Digital Summit and Tech Ladies. AI content strategy FAQ What is AI content strategy? AI content strategy is the approach of using artificial intelligence to plan, create and distribute content that aligns with both user intent and AI-driven search results. It goes beyond traditional SEO by considering how generative engines pull answers. Think of it like building a marketing plan  that connects your business expertise to the questions people are asking in real time. Does SEO penalize AI content? No. Google and other search engines don’t automatically penalize AI-generated content. What matters is whether the content is original, accurate and helpful. Adding layers like expert review, content analytics  and real-world examples helps prove experience and trustworthiness. AI can support the process, but human oversight makes the difference. How to use AI for content ideas? AI tools can help you uncover trending questions, keyword gaps and new formats that resonate with your audience. For example, you might use AI to generate marketing ideas  or brainstorm “how-to” topics. Pair this with customer input or user-generated content to build assets that AI is more likely to cite. Which AI tool is best for content? There isn’t a single best tool, it depends on your goals. Some are better for drafting, others for research and some for scaling distribution. When evaluating options, look for SEO features like keyword optimization and organic marketing insights or integrations with channels like LinkedIn marketing  and advertising . Also, consider whether they play nicely with your existing systems (like what is a content calendar or CMS platforms ).

Get started by: Creating a website →  | Getting a domain → Whether you’re learning how to build a website  or thinking of updating your original one, understanding website architecture is key for great user experience (UX) and search engine optimization (SEO). Imagine visiting a library where books are not categorized or arranged in any order. Fiction mingles with non-fiction, children's literature is shelved alongside dense academic texts and there are no labels or signs to guide you. Seeking a specific book in such a chaotic environment becomes a frustrating treasure hunt, where the chances of leaving empty-handed or with an unwanted book are high.  This is how your website would feel without proper  website infrastructure . Just like organizing a library makes finding books easier, a well-structured website guides users smoothly to what they're looking for, enhancing their experience. In this article we’ll cover what is website architecture, why it’s important and how you can develop a strong foundation for your site. Get started with an AI generated website  today. What is website architecture? Website architecture is how a website’s pages are structured and linked together. It serves as a roadmap for both users and search engine crawlers to find what they are searching for on a website. A well-designed website architecture is crucial for both user experience and SEO. Organizing your site with an intentional hierarchy, signals which content is most important and how it connects to other pages on your site. It helps users easily navigate through the site, find the information they need and complete desired actions. Additionally, a hierarchical structure in website development  helps search engines crawl your site more effectively to understand what’s on your site. As a result, your website may stand a better chance of appearing on search engine results pages (SERPs), helping you gain visibility. The structure of a standard website resembles a rooted tree graph, with the home page serving as the root. Pages linked from the home page act as branches and these web pages  further extend into additional branches. These interconnected branches form the website's overall structure. Here’s what the tree typically looks like: 11 best practices for website architecture Reduce number of clicks to top pages Create an easy to follow navigation menu Implement breadcrumb navigation Add site search function Make category pages Develop topic clusters Use internal linking strategically Create an XML sitemap Craft SEO-friendly URL structures Be consistent in layout and design Optimize for mobile 01. Reduce number of clicks to top pages Aim for four clicks or less to improve website user experience  and boost your site visibility to search engines. Opt for a flat site structure, making every page accessible within a few clicks, unlike a deep structure where pages might need five or more clicks to be reached.  For example, a flat structure would be: Home > Products > Product A A deep structure would be: Home > Products > Category 1> Subcategory 1 > Sub-subcategory 1 > Product A. 02. Create an easy to follow navigation menu Your navigation menu is the roadmap of your site.  94%  of users say easy navigation tops the list of essential website features.. It should be easy to understand and follow, making it simple for them to find what they’re looking for. Use clear and concise labels for each menu item, avoid drop-down menus with too many options and prioritize pages based on their importance. Here are some tips to improve your navigation bar: Keep it consistent across all pages: Make sure your navigation menu appears on all pages, allowing users to easily switch between sections of your site. Limit the number of menu items:  Too many menu items can be overwhelming and make it harder to find what's needed. Keep your main menu items to the most important pages, six or less, using sub-menus if necessary. Use descriptive labels: Make it clear to users what they can expect when clicking on a menu item. Use straightforward and descriptive labels, avoiding obscure or clever options that might confuse them. Include a homepage link: This allows visitors to return to the homepage starting point at any time. Simply labeling it as “HOME” works, but for a seamless experience, consider integrating this link into your logo. Use HTML : Avoid using JavaScript or Flash for navigation as search engines may have difficulty crawling and indexing links within these elements. Stick to HTML  for your navigation menu to ensure It's accessible and visible to search engine bots. 03. Implement breadcrumb navigation Breadcrumb navigation refers to a text-based trail of links found at the top of a page, indicating the user’s current location within your site. It shows the path of pages that a user might take and it makes it easier for them to return to previous pages.  An example of breadcrumb navigation could be showing a larger category and then the smaller item page under the header. With the Wix website builder , you can add breadcrumbs  to your site.  Tips for using breadcrumb navigation: Use a clear and simple design : Breadcrumb navigation should be easy to read and understand, so choose the best website font  for readability. Place it in a consistent location : Make sure your breadcrumb navigation appears in the same spot on every page, usually at the top, making it easier to find. Include the homepage as the first link : This allows users to easily navigate back to the homepage. 04. Add a site search function Including a site search function allows users to quickly search for specific keywords or topics and navigate directly to the relevant pages, rather than having to click through multiple categories and pages. This is especially useful for larger sites with a lot of pages and information. Elevate your Wix site user experience by seamlessly adding Wix Site Search . Tips for implementing a site search function: Place it prominently on your site : Make sure the search bar is easily visible and accessible from any page on your site. Include an advanced search option : This allows users to specify their search criteria and find more specific results. Include a clear search button : Make sure users know how to execute the search by including a clearly labeled search button. 05. Make category pages Category pages are crucial when building an eCommerce website  since they serve as a hub for related content and can help improve the internal linking structure of your site. By organizing products or services into categories, you reduce the effort users expend to find what they need. This not only aids in delivering relevant content swiftly but also distributes your site's authority across various pages, boosting SEO. Learn more about how to build an eCommerce site . Tips for optimizing category pages: Include descriptive titles and descriptions : Make sure your category pages have clear and concise titles and descriptions, making it easy for users to understand what they can find on that page. Implement internal linking : Include links to relevant subcategories or product pages within the category page, increasing the chances of those pages being indexed by search engines. Use images or visuals : Including visual elements can make your category pages more visually appealing and help users quickly identify the type of content they can expect to find. 06. Develop topic clusters Topic clusters are a popular SEO strategy that involves organizing your website's content into clusters based on related topics and linking them together. This method involves creating a pillar page (a comprehensive and authoritative page) as the main hub for a particular topic and then linking related pages (subtopic pages) to it. For instance, your main topic could be restaurants. Your pillar pages might include how to create a restaurant website , restaurant marketing strategies , how to create a logo for a restaurant, creating a digital menu for a restaurant website and restaurant website creation  tools. Each of these pages would explore different facets of managing a restaurant's online presence, providing detailed insights on each aspect. To create a successful topic cluster: Identify core topics : Start by identifying the main topics or themes that your website covers and break them down into subtopics. Create pillar pages for each core topic : These are comprehensive pages that cover all aspects of the main topic and link to related content within the cluster. Identify sub-topics :  Create subtopic pages for each aspect of the main topic and link them back to the pillar page. Make sure all pages within the cluster also link to one another, creating a strong internal linking structure. Link related content together : Create links between various pages within the topic cluster, making it easier for users to navigate through different sections of your site. Optimize for keywords : Make sure to research and include relevant keywords within your content, both on the pillar page and related pages within the topic cluster. Keep your content fresh and engaging : Regularly update your topic clusters with new, high-quality articles relevant to your core subject. Leveraging a content management system (CMS)  simplifies this process, making it easier for you to stay relevant and authoritative in your field.  07. Use internal linking strategically Internal linking is the process of linking pages within your own website and helps distribute link authority throughout your website. It also makes it easier for users to navigate between related content, improving their overall experience. For example,  if you write a blog post about different types of yoga, you can internally link to other relevant posts on your site, such as "The Benefits of Hot Yoga" or "How to Get Started with Restorative Yoga." Tips for using internal linking effectively: Ensure relevance : Only link to pages that are relevant to each other, as this helps users find related content and improves the credibility of your site. Use clear anchor text : Make sure the text used for the link is descriptive and accurately reflects the content of the page being linked to. Avoid using generic terms such as "click here" or "learn more." Include links naturally within the content : Rather than adding a long list of links at the end of a page, include them within the body of your content where appropriate. This helps improve the flow and readability of your content. Link to both internal and external pages : Including external links can also be beneficial as it shows search engines that you are providing valuable resources for your users. Regularly audit and update links : Make sure to regularly check for broken or outdated links and update them accordingly. 08. Create an XML sitemap A sitemap is like your website's roadmap. It's an XML file that lists all the pages, images, videos and files on your website and their relationship to each other. It's designed in a search-engine-friendly format, ensuring your content gets crawled and indexed effectively, boosting your site's visibility. It also gives you a bird's-eye view of your website's structure, making it easier to see how everything connects.  Tips for creating an effective XML sitemap: Include all relevant pages : Make sure to include all the pages on your site, including ones that may not be linked within your site navigation . Prioritize important pages : You can assign priority levels to different pages within your sitemap, indicating to search engines which pages are essential. Update regularly : As you add new content or make changes to existing pages, remember to update your XML sitemap and submit it to search engines. 09. Craft SEO-friendly URL structures Keep your Universal Resource Locator (URLs)  short and sweet. They should mirror your site's categories, be easy to understand and include keywords that matter. This not only helps with SEO but also makes it easier for users to remember and share specific pages. As you connect smaller pages to their parent pages, you can build your URLs in layers to show users the path they took to get to that page. Tips for creating SEO-friendly URLs: Use descriptive keywords : Include relevant keywords in your URL to give an idea of what the page is about. Keep them short : Shorter URLs are easier to read, share and remember. Plus, search engines typically only show the first 60 characters of a URL in their search results. Use hyphens to separate words : Instead of using underscores or spaces, use hyphens to separate words in your URL. Include targeted keywords closer to the beginning : Placing relevant keywords closer to the beginning of your URL can help improve its SEO value. 10. Be consistent in layout and design Consistency is key in creating a well-designed user interface , and it also applies to what your website design is  and layout. Keeping a consistent layout helps users navigate through your site more easily, knowing where to find important information.  Website templates  can streamline this process, offering a cohesive and user-friendly design framework that enhances overall site navigation and usability. Tips for maintaining consistency in web design : Keep navigation menus in the same location : Users expect to find navigation menus in a certain place on a website, so keeping it consistent throughout your site helps with usability. Use the same fonts and colors : Using consistent fonts and website colors schemes  across your website creates a visually cohesive experience for users. Follow a similar page structure : Try to keep a similar website layout  and structure for all pages within your site. This makes it easier for users to find information and navigate between pages. Maintain a consistent brand image : Your website should reflect your brand's overall image and style, so make sure to incorporate your branding elements throughout the design. Learn more: How to design a website How to make an architecture portfolio 11. Optimize for mobile As more users browse on mobile devices, ensuring your website is mobile-friendly is key. Focus on optimizing your website architecture for smooth navigation on all devices, including desktops, laptops, tablets and smartphones. Remember, mobile screens are smaller and navigation is touch-based. Make sure all navigation and labels are easy to use on mobile. Try tools like Google’s Mobile-Friendly Test  to check your site’s mobile usability. Tips for optimizing your website for mobile: Optimize images : Large image files can slow down your website's loading speed on mobile devices. Optimize images for mobile with an image resizer  to avoid sacrificing quality. Avoid using Flash : Many mobile devices don't support Flash, so it's best to avoid it altogether to ensure a smooth experience for mobile users. Design with touch in mind : Keep in mind that users will be navigating your website with their fingers on a touch screen. Make sure buttons and links are easy to click and not too close together, so users don't accidentally click the wrong thing. Why is good website architecture so important? Good website architecture is important when it comes to planning a successful website, as it directly influences user experience, search engine optimization (SEO) and overall website performance. Firstly, a well-structured website is user-friendly. It allows visitors to easily find the information they need, navigate through pages effortlessly and understand your site's content. A logical layout and intuitive navigation improve user satisfaction and encourage engagement — whether this is measured by people moving through several pages, committing to a sale or completing a lead gen action. Secondly, a strong website architecture helps with SEO. Search engines crawl websites to index their content, and a well-structured site makes this process easier. Clear URLs, relevant headings and internal links help search engines understand the site's content and potentially rank it higher in search results. Finally, a well-organized website improves performance. Efficient architecture reduces load times by optimizing file sizes and minimizing server requests. This leads to a faster, more responsive website that keeps visitors engaged and enhances user experience. Why is website architecture important for SEO? Website architecture plays a critical role in SEO. The way your site is structured affects how search engines crawl and index your content, which ultimately impacts your ranking on SERPs. Wix websites come integrated with powerful SEO features , ensuring optimal site structure for better visibility and ranking. Here is what you can accomplish. Improve user experience A well-organized site with a clear hierarchy makes it easy for users to find what they’re looking for. With intuitive navigation and a logical structure, users can easily browse through your content and complete desired actions. This boosts satisfaction and keeps them coming back, while longer visits signal to search engines your site's value.  Boost search engine crawlability Search engines use bots or spiders to crawl websites. These bots follow links from one page to another, collecting information about the site's content and structure to determine its relevance to a given query. With a clear website architecture, these bots can easily navigate your site, accurately index your content and understand how it relates to other pages on your site. Spread site authority Site authority refers to the credibility and relevance of your site in a particular niche or industry. It's determined by various factors, including inbound links, quality content and user engagement. The hierarchy of your website plays a crucial role in spreading this authority throughout all pages on your site. When you create a clear structure within your site that prioritizes important pages and interlinks relevant content, you’re effectively spreading the authority of your site across all its pages. This helps improve the overall ranking and visibility of your business website . Learn more on the Wix SEO Learning Hub .  What is website architecture FAQ What is site architecture vs website information architecture? Site architecture refers to the structural layout and organization of a website, including its navigation, hierarchy and relationships between pages. Website information architecture focuses specifically on how information is organized and presented within a website to enhance user understanding and usability. Which is better, pagination or infinite scroll? The optimal user experience design  varies with the website's specific context and content. Pagination, which divides content into discrete pages, is often more suitable for websites with a vast and varied array of content. This method allows users to navigate through the content systematically. On the other hand, infinite scroll, where content continuously loads as the user scrolls down, may be more advantageous for sites with continuous or time-sensitive material, providing a seamless browsing experience. Understanding user behavior and preferences is crucial in determining whether pagination or infinite scroll is the better approach for a given website. How is website architecture different from website design? Website architecture refers to the structural and organizational aspects of a website, while website design focuses on the visual and aesthetic components. Website architecture lays the foundation for a functional and user-friendly site, while design enhances its appeal and usability. Both elements are essential in creating an effective and successful website. What are the 3 basic types of website architecture? 1. Hierarchical architecture: A tree-like structure with a clear parent-child relationship, often used for websites with a lot of content, like e-commerce sites or enterprises. 2. Sequential architecture: Linear navigation, where pages are arranged in a specific order, often used by tutorial or step-by-step guide websites. 3. Matrix architecture: Allows users to navigate freely through pages via internal links, often used in blogs or knowledge bases.

Get started by:  Creating a website →  |  Getting a domain → It’s no secret that inflation and supply chain issues have made holiday predictions more difficult. Meanwhile, managing an eCommerce website  during the holidays has become increasingly complex, with more and more ways to shop online and in person. Despite these new challenges, the eCommerce holidays are shaping up to be a fun and wild time. You’ll want to make sure you’re ready for whatever may happen and start working on your eCommerce holiday readiness ASAP. To help you out, our team of eCommerce experts has put together a list of tips to prepare your online store  for this holiday season. Keep reading for ideas on how to make your store stand out and turn casual browsers into regular buyers. Ready to boost your holiday sales? Use a professional website builder to optimize your store and capture more customers this season. Read also:   What is eCommerce? How to start an eCommerce business How to start a business Types of businesses How to start an online store Understanding eCommerce holiday readiness Your business website  is your brand’s flagship destination, where shoppers can find the most comprehensive selection of products and engaging content. As the eCommerce holidays approach, your site needs to be ready for the surge in traffic. Achieving eCommerce holiday readiness means optimizing your loading speeds, making sure your site is mobile responsive and able to handle the extra load of visitors.  It also means prepping other aspects of your business, including your website, inventory , logistics and marketing campaigns. Ultimately, you want to check that everything is running smoothly before a tidal wave of orders comes.  The 15-step eCommerce holiday checklist Prepare for an influx of traffic Get your site for mobile ready Make sure that products are easy to find Fine tune your product pages Put your best offer on the table Optimize the checkout process Enhance your inventory flows Send inventory to fulfillment centers early Sell in-person with Wix point of sale Expand pickup and delivery options Set up your multichannel strategy Schedule email campaigns to boost conversions and loyalty Offer gift cards with cross-channel flexibility Leverage content to inspire holiday cheer Get social 01. Prepare for an influx of traffic There’s nothing worse than a site outage, especially during something big like a  small business Black Friday  sale event or a major product promotion. An outage doesn’t just prevent customers from completing a purchase—studies show that  brand trust is heavily impacted by site speed , so a glitchy or slow-loading site can put your reputation at risk. Poor site performance can even impact brand visibility, since Google factors in page speed when deciding on page rankings. To avoid unwelcome surprises, test your website across multiple devices and install any third-party eCommerce apps early on. Avoid launching new apps or rejiggering your site in the middle of the peak season, when most people are interacting with your store.  In addition to this, get your analytics in order. Connect your site to Google Analytics and other preferred tools that will help you understand who’s landing on your site during the holidays. Familiarize yourself with helpful reports, including the ones available with Wix Analytics , so you know where to look whenever you want to investigate site traffic, sales and/or site performance.   02. Get your mobile site ready This holiday season is set to be the most mobile-driven yet, with a record $128.1 billion expected to be spent via mobile devices, according to the Adobe Forecast . This would account for 53.2% of online sales. You’ll therefore want to cater to customers on-the-go by auditing and optimizing your mobile store. Ensure that your product pages are easy to find with a few taps. Avoid overcrowded or hard-to-read pages. Audit mobile loading times, and simplify menus and page elements to account for smaller screens. Want to give your site a holiday makeover?  Check out these eCommerce website templates  to create a festive shopping experience that attracts customers.  03. Make sure that products are easy to find Make it easy for your customers to discover relevant products by offering multiple pathways for finding the perfect gift. Features like video lookbooks, quizzes and gift guides can be very useful for shoppers who arrive at your site without a specific product in mind. When learning how to sell online  successfully, particularly during the holiday season, these eCommerce tools  can make a big difference. Alternatively, add “best sellers” or “related products” recommendations that can cross-sell or upsell buyers as they’re browsing your site. Or, add decorative flash sale banners and countdown clocks to your site that draw attention to your products, plus special deals.  Learn how to add a related products gallery to your Wix site , or install an app like Reconvert  that’s compatible with Wix and provides even more ways to increase AOV. For shoppers who already know what they want, your navigation menus and search bars should feature seasonal items or promos, including links to gift cards and themed collections. 04. Fine tune your product pages The holidays aren’t the time to skimp out on your product pages. Publish robust product pages that contain everything that shoppers need to know to confidently make a purchase. Some ideas for strengthening your product pages: Include detailed descriptions that avoid generic superlatives like “great” or “excellent” and instead demonstrate what makes your products unique. If you’re in a creative rut, use an AI-powered solution like Wix’s text creator to help turn your thoughts into easy-to-read descriptions. Touch up your photos using tools like Wix’s AI-powered image features, which let you crop or extend images, improve the resolution and/or erase objects from the background of a photo (among other things). Add a pre-order or a “notify when back in stock” option for not-yet-released or popular items that might sell out quickly, respectively (learn how to allow pre-ordering on your Wix site  or set up back-in-stock notifications on Wix ). Experiment with helpful elements like product comparison matrices, how-to videos and in-depth content about how your products are sourced (if appropriate). Clearly show delivery timelines or local pickup options, so shoppers know all of their options upfront. Clearly link to your return and refund policy, so first-time customers feel more confident about shopping with your brand. 05. Put your best offer on the table With inflation causing record-high prices, consumers are on the hunt for ways to save: 91% of Americans check for discounts before making an online purchase, according to research by Capital One Shopping , and 80% of American shoppers say they’d be open to buying from a brand for the first time if offered a discount.  Offering a discount can help convince your shoppers to hit “buy.” Remember, however, to balance the incentives carefully. While deep price cuts can drive holiday sales volume, they can also set the wrong expectations with new customers. New customers may expect low prices year-round if you’re not careful. During the holidays, free shipping is an especially attractive offer. In fact, recent eCommerce statistics show that nine out of 10 consumers say free shipping is the top incentive to shop online. Online consumers are also six times more likely to value free shipping over fast shipping, and most (93%) will buy additional items just to qualify for free shipping, reports Capital One Shopping .   Of course, it’s important that you protect your eCommerce profit margins. So, deploy free shipping offers strategically for limited-time periods or for purchases above a spending threshold. 06. Optimize the checkout process A simple, clear checkout process is paramount to closing the sale. In fact,  roughly 20%  of shoppers abandon their carts because the checkout process is too complex. To avoid losing sales in the final stretch, design a checkout flow that caters to various payment preferences and devices. Connect Wix Payments  to  accept major debit/credit cards , PayPal, digital wallets, BNPL and other popular forms of payment. If you have a brick-and-mortar store, use  Wix Point-of-Sale  to ensure synchronization between your online and offline transactions. When it comes to the eCommerce checkout experience, be mindful of the amount of information you require to complete a purchase. Opt for a shorter, simpler flow that only requires essential details. For optional settings—such subscription opt-ins or “save cards on file”—present these as checkboxes that require minimal effort on the buyer’s part.  More tips: How to customize the checkout page on your Wix store How to set up and managed abandoned carts via Wix   07. Enhance your inventory flows In normal times, inventory management can already be difficult. The holidays only add to the pressure—and safe to say, you won’t want to be testing shoppers’ patience. Protect your brand from overselling, late shipments and other costly mishaps by setting up the right  inventory  flows ahead of time. Harness inventory management tools that can automatically sync quantities across your sales channels. Connect with your 3PL or suppliers and discuss ways to ensure order accuracy, fast shipping and custom packaging if necessary. Set reorder points, reserve safety stock and even accept pre-orders to keep your inventory in check. If you’re looking to take a more hands-off approach and potentially expand your holiday offerings, you can always explore dropshipping or print on demand. Both allow you to outsource storage and fulfillment and only pay for what gets sold. More inventory management tips: Breaking down the basics of inventory management for SMBs What is inventory turnover? 08. Send inventory to fulfillment centers early While forecasting demand is tricky, it’s crucial to get an early start and stock up on your merchandise, especially if you plan to run any special promotions during the holidays. It’s also your responsibility to move stock to where it’s likely to be needed most, whether that entails your physical stores, fulfillment centers or local warehouses. Send ample amounts of stock to each provider and make sure any shipping partners are aware of upcoming discounts or marketing campaigns that might spike sales. Be mindful of cutoff dates for partners like Amazon FBA that require holiday inventory to be sent early. Double-check that your items and packaging comply with 3PL requirements to prevent any foreseeable delays, and test your order management system to ensure shipments are routed properly. 09. Sell in-person with Wix Point-of-Sale While times have changed, physical retail is no less valuable. Warby Parker, Everlane and even Amazon are just some of the brands establishing physical stores to grow their business. Even if you don’t have a physical footprint year-round, the holidays are ideal for temporary store formats. Think: standalone pop-ups, mobile units or “store within store” concepts like the recent matchups between Kohl’s and Sephora or Macy’s and Toys “R” Us. Holiday craft fairs and markets present other opportunities. Whether your physical sales location is a temporary experiment or a permanent community fixture, take advantage of  Wix Point of Sale (POS) . Wix POS offers both mobile and docked solutions for accepting payments wherever you sell, and keeping orders, prices and quantities consistent across channels. 10. Expand pickup and delivery options Nearly a quarter of online holiday orders  were fulfilled using “Buy Online, Pickup In-Store” (aka BOPIS) in 2022—and for good reason. BOPIS offers a fast, free fulfillment option for customers, while minimizing shipping costs for sellers. Given that BOPIS users may be inclined to purchase additional items while in store, this strategy can be a revenue-winner. If you have physical locations, see if offering store or curbside pickup makes sense. Pair this with other shipping options, taking care to update your shipping policies (e.g., your delivery timeframes, delivery areas and costs) for the holidays. Tip: to help level your shipping costs, you can require minimum order values to qualify for specific delivery options.  11. Set up your multichannel strategy While your online store is your digital home, you’re likely to attract a wider audience if you branch out to other popular destinations like Amazon, eBay and others. Google once found  that during the holidays, 54% of consumers used at least five channels to search for gifts in the course of a typical two-day period. So, the more locations your brand can be found, the greater your chances of driving new business. That said, you don’t need to be on every channel, whether through ads or native product listings. Focus on where your target audience already hangs out online. See if your eCommerce platform offers native integrations or tools for  managing multichannel sales  to simplify your work. As you expand to more channels, you’ll want to familiarize yourself with how items are ranked, displayed and promoted on those channels.   Make sure your product listings and promotions are synchronized; the goal is to offer an intriguing assortment of items across channels, without undercutting your core eCommerce site business. Themed selections, trending items and unique gift picks are all good options to showcase on third-party channels. More tips: A guide to online marketplaces   How to set up Facebook and Instagram ads through Wix 12. Schedule email campaigns to boost conversions and loyalty Email is the quiet workhorse of eCommerce marketing: 47.5% of marketers report that it’s still very effective for achieving business goals (across many types of eCommerce  businesses),  according to Hubspot . Context and timing are crucial, so use early-season campaign results to better hone subsequent promotions. “The most powerful marketing action you can take is to think of the entire holiday season as one large, multi-part campaign,” advises Mike Rossi, co-founder and CEO of   Smile.io , a Wix partner. “Before you draft your first email, you need to have a cohesive plan for what you’re going to do with the results of that first campaign. How will you market to newly acquired pre-Black Friday shoppers in the coming months to retain them? Do you want to reactivate past customers during Black Friday and Cyber Monday when everyone else is marketing to them, or hold off until the post-holiday season when sales are typically lower?” “Having a cohesive plan to know which of your customers you want to market to at each point of the holiday season is crucial if you want to make the most of this critical time for your brand,” Rossi adds.  When you’re ready to set up your email campaigns, Wix’s AI email tools can lend a hand in designing and writing catchy holiday emails. Alternatively, apps like Klaviyo  can help you further segment and personalize your emails, in addition to SMS.  13. Offer gift cards with cross-channel flexibility In uncertain times, gift cards are a reliable hit. These days, gift cards are no longer just presents for other people— 21.2% of gift card buyers  intend to use those cards on themselves to access certain discounts, manage their money better or receive other benefits.  This year the trend is set to continue, so offering gift cards and highlighting them prominently is a smart move. Even smarter: allowing shopping credits to be used both in-store and online, regardless of the gift card format. Be inspired: Holiday card design 14. Leverage content to inspire holiday cheer Content such as videos, blog posts and gift guides can be useful for a number of reasons. Not only do they inspire your customers to take action, but they also help you to powerfully reach new audiences. Establish a holiday content calendar that can help you engage customers in a number of ways. Consider partnering with another brand or influencer for unboxing videos, blog features, live stream and other collaborative content. Or, invite user-generated content (UGC) by asking your customers for reviews, launching a hashtag campaign and hosting a contest through which participants can win rewards by creating or sharing content around your brand. Tools like Wix’s AI blogging and image tools can further speed up the process of creating new, attractive content. Just remember to prioritize quality over quantity; every piece you publish should provide value to your buyers and remain on-brand.  15. Get social More than half of 2021 consumers (58%) said that they planned to turn to social media for gift inspiration during the holiday season,  according to McKinsey . With the meteoric rise of channels like TikTok and ever-more-seamless tools to buy within social apps, you can expect that number to grow this holiday season. To focus your efforts, consider which social networks your target audience already uses and what content resonates with them on those channels. Hashtag campaigns might be ideal for Instagram, while Pinterest users are more likely to pay attention to beautifully curated boards. Meanwhile, TikTok viewers might follow your brand after seeing a funny video set to a trending tune. Get creative and harness the social channels at your disposal. Ecommerce holiday trends to boost your marketing campaigns This holiday season, keeping up with the latest eCommerce trends is crucial for maximizing your marketing efforts. Here are a few trends to keep in mind:  Early promotions: Holiday shopping is starting earlier than ever, with many brands launching sales as early as October. Personalized deals: Shoppers are responding more to personalized offers tailored to their preferences.  Sustainability: Eco-conscious consumers are looking for brands with sustainable packaging and products. Omnichannel presence: Customers expect seamless shopping experiences across multiple platforms, from social media to online stores.  Your goal is to capture attention without getting lost in the noise. From email marketing to using social media to showcase limited-time offers or flash sales, focus on creating a sense of urgency and connection with your audience. You can also consider leveraging holiday-related SEO strategies to increase visibility during eCommerce holidays like Black Friday, Cyber Monday and beyond. By tapping into current eCommerce holiday trends, you’ll increase your chances of attracting eager shoppers and driving more conversions.  Ecommerce holiday readiness FAQ What is eCommerce readiness? Ecommerce readiness refers to how prepared a business is to handle online sales. This includes a website that is prepared for high traffic, has secure payment options, reliable shipping methods and an overall streamlined customer experience to meet the demands of online shoppers. What is holiday readiness? Holiday readiness is the preparation retailers and eCommerce sites enforce to optimize their operations for peak shopping periods, like Black Friday, Cyber Monday and Christmas. Holiday readiness includes ensuring website performance, stock levels, marketing strategies and customer service are all ready to handle the surge in traffic and orders during holiday sales and events. How much does online shopping increase during the holidays? Online shopping typically sees a significant boost during the holiday season, with sales increasing by 20-30% on average, and sometimes even more during major events like Black Friday and Cyber Monday. Do retailers ensure website readiness for the high traffic on Cyber Monday? Yes, retailers, including eCommerce websites, take extensive measures to ensure their websites can handle the surge in traffic on Cyber Monday. This includes stress-testing servers, optimizing load times and implementing fail-safes to avoid site crashes, ensuring a smooth shopping experience for customers.

Get started by:  Creating an online store →  |  Getting a domain → Starting an eCommerce business  means navigating the vast world of online retail . To navigate successfully, you need clear key performance Indicators (KPIs) .  In the context of eCommerce , KPIs give you insight into how well your store is performing and areas for improvement. These eCommerce metrics encompass a broad range of data, from the percentage of visitors who become customers to the lifetime value of a customer to your brand. Keep reading to understand which eCommerce KPIs are important to track and how to position your business for success.  Get your online business started with an eCommerce website builder.   What are eCommerce KPIs? Ecommerce KPIs are metrics that help you understand and benchmark the health of your online business. By keeping a close watch over these indicators, you can make more informed decisions—whether it involves tweaking your marketing strategies , creating a flash sale on strategic seasonal events or improving customer service. These KPIs will touch multiple aspects of your operations, including: Online store performance  Manufacturing performance  Sales performance  Marketing performance  Customer service performance  Learn more: How to make an eCommerce website , Best eCommerce platforms 47 eCommerce KPIs that may be worth monitoring While you don’t necessarily need to track all of these metrics, you’ll want to familiarize yourself with them as they’re some of the most popular ones to track. There are hundreds of other metrics you could be tracking. However, these could give you a good starting point.   Traffic Top sources Organic vs paid visitors New vs. returning visitors Bounce rate Average session duration Pages per session Conversion rate Cart abandonment rate Top exit pages Search engine rankings for key terms Production volume Production downtime Defect rate Cycle time Yield rate Supplier on-time delivery Inventory turnover rate Product return rate Cost of goods sold Total sales revenue Gross merchandise value Gross profit margin Average order value Customer acquisition cost Repeat customer rate Revenue per visit Customer lifetime value Subscriber growth rate Email engagement metrics Follower growth rate Social engagement metrics Social share of voice SMS marketing tactics Affliiate marketing metrics Event marketing metrics PPC metrics Net promoter score Customer satisfaction score First response time Average resolution time Customer effort score Ticket volume Ticket backlog Resolution rate Churn rate Escalation rate KPIs for online store performance  Your website is where business gets done. Unlike brick and mortar stores, where sales associates can interact with guests face to face, your online store, created with an online store creator , is a place where people can enter anonymously at any time of the day. The below metrics can give you some much needed visibility into what your customers are doing on your site and where they’re coming from. 01. Traffic   Website traffic refers to the total number of visits to your website. Traffic indicates the reach of your business online and the impact of your marketing strategies.  02. Top sources  Top channels refer to the channels generating the most traffic or engagement for a website, such as search engines, social media or referral sites. Knowing where your traffic is coming from is nearly as important as knowing who’s entering your site.  03. Organic vs. paid visitors  Organic site visitors are individuals who find your website through search engine results. In contrast, paid visitors come to your site through advertisements that you pay for (such as social media ads). Comparing these two audiences can help you see how reliant you are on paid versus unpaid marketing activities, though you’ll want to dig deeper to understand the quality of those visits.  04. New vs. returning visitors  New visitors are first-time visitors or buyers on your site, whereas returning visitors are people who’ve visited your site before. Viewing these two audiences together can indicate the effectiveness of your acquisition, plus retention, efforts.  05. Bounce rate  Bounce rate is the percentage of visitors who navigate away from the site after viewing only one page. A high bounce rate could indicate that the site is not engaging enough or does not meet visitors' expectations. 06. Average session duration Average session duration is the average amount of time visitors spend on your site. Longer sessions can indicate more engaging content and a positive user experience. 07. Pages per session Pages per session refers to the average number of pages viewed during a session on your site. A higher number suggests that users are more engaged and exploring your site more thoroughly. 08. Conversion rate (CR) Conversion rate measures the percentage of site visitors who make a purchase or take another desired action (such as signing up for your newsletter). Calculate this by dividing the total number of conversions by the total number of visitors and multiplying that by 100.  09. Cart abandonment rate  Cart abandonment rate is the percentage of shoppers who add items to their cart but leave without completing their purchase. This points to potential issues in the checkout process or pricing. Calculate by dividing the total number of completed purchases by the number of shopping carts opened and multiplying that by 100.  10. Top exit pages Top exit pages refer to the pages from which visitors are most likely to leave your site. This can highlight areas where the user experience may be lacking or where there are obstacles that block them from converting. 11. Search engine rankings for key terms Search engine rankings refer to the positions of your web pages in search engine result pages when users search for specific keywords. The higher your rankings for key terms, the more visible your site pages (e.g., your homepage, product pages, blogs, etc.) are.  KPIs for manufacturing  Having visibility into your supply chain and manufacturing operations is crucial, no matter what type of eCommerce business you run. After all, these processes can have a big impact on your bottom line and customer satisfaction. In general, the metrics below can help you assess the efficiency of your operations and avoid costly errors.  12. Production volume Production volume measures the total quantity of products manufactured within a specific time frame, indicating the capacity and efficiency of production operations. 13. Production downtime Production downtime tracks the amount of time production was halted due to issues like equipment failure or maintenance. This highlights areas for improvement in operational efficiency. 14. Defect rate Defect rate is the percentage of products with defects compared to the total production volume, indicating the quality of manufacturing processes. It’s calculated by dividing the number of defective products by the number of units tested and multiplying that by 100.  15. Cycle time Cycle time is the total time taken to manufacture a single product, from start to finish, which helps in assessing production speed and efficiency. 16. Yield rate Yield rate calculates the percentage of products manufactured correctly and to specifications on the first attempt. This measures the quality of the production process. 17. Supplier on-time delivery Supplier on-time delivery shows the reliability of suppliers in delivering raw materials or components on time, which is crucial for maintaining uninterrupted production schedules 18. Inventory turnover rate Inventory turnover rate measures how often inventory is sold and replaced over a period. This helps you gauge product demand, in addition to the efficiency of your inventory and eCommerce management . Calculate this by dividing the cost of goods sold (COGS) by the average inventory value for a specific period.  19. Product return rate Product return rate is the percentage of products returned by customers. This can point to issues with product quality or customer satisfaction related to manufacturing.  20. Cost of goods sold (COGS)  Cost of goods sold represents the direct costs attributable to the production of the goods sold by your company, including materials and labor. Understanding COGS is essential for understanding profitability. KPIs for sales  The right set of sales KPIs can offer insights into how effectively your business is reaching its targets, which strategies are driving success and what improvements need to be made. Given how quickly eCommerce moves, it’s important to stay on top of these numbers and address any challenges head-on.  21. Total sales revenue  Total sales revenues is the total income generated from online sales, after subtracting returns, discounts and any allowances for damaged or missing goods. It reflects the actual revenue that a company recognizes and records in its accounting books as a testament to your company's financial performance.  22. Gross merchandise volume (GMV)  GMV refers to the total value of merchandise sold over a certain time period through a particular platform or marketplace, before any deductions are made for costs or fees. It's a measure of the volume of goods sold, not how much money your company actually makes. 23. Gross profit margin Gross profit margin tells you what percentage of the money from sales is left over after paying for the products or services you sold. It’s calculated by subtracting COGS from total revenue to find the gross profit, then dividing this gross profit by the total revenue. 24. Average order value (AOV)  Average order value is the average amount spent per transaction, which helps in understanding customer buying behaviors and the impact of your pricing strategies. 25. Customer acquisition cost (CAC) Customer acquisition cost is the total cost associated with acquiring a new customer, including marketing and sales expenses. This is crucial for understanding the ROI of your efforts.  26. Repeat customer rate Repeat customer rate is the percentage of customers who have made more than one purchase, indicating customer loyalty and satisfaction.  27. Revenue per visitor (RPV) Revenue per visitor reflects the average amount of money visitors spend on your website. It combines conversion rate with AOV to assess your website's overall efficiency in generating revenue. 28. Customer lifetime value (CLV) Customer lifetime value  predicts the total value your business can expect from a single customer account. This metric helps you understand how valuable a customer is to your company over time. KPIs for marketing  Understanding the health and trajectory of your business requires more than just a cursory glance at your sales numbers. Marketing KPIs can help you dive deeper into each channel, campaign and strategy that might be affecting your growth.    29. Subscriber growth rate Subscriber growth rate shows how quickly your email list is expanding over a specific period. You’ll want to dig into what’s driving this growth, and who’s actually subscribing.  30. Email engagement metrics Email engagement metrics can include open rate, click-through rate (CTR) and conversion rate. They help you evaluate the effectiveness of your email marketing experiments and campaigns. 31. Follower growth rate Follower growth rate refers to how quickly your social media following is increasing. Checking the growth rate can help you track down what’s attracting people to your profile.  32. Social media engagement metrics  Social engagement metrics are intended to gauge interactions (likes, comments, shares, etc.) on your social channels. By tracking these, you can better identify what’s working and what’s note when you’re promoting your business.  33. Social share of voice (SSoV) Social share of voice measures your brand's visibility and how much you're mentioned across social media platforms compared to your competitors. It reflects the level of brand awareness and market presence. 34. SMS (texting) marketing metrics SMS marketing can include open rate, click-through rate and conversion rate. These ultimately show how effective your text messaging campaigns are in driving actions, such as making purchases or visiting your website. 35. Affiliate marketing metrics  Affiliate marketing metrics may include things like the number of sales, conversion rate and commission paid out to affiliates. They’re meant to evaluate the performance and profitability of affiliate partnerships. 36. Event marketing metrics For webinars, workshops and other events, key metrics include registration numbers, attendance rate, engagement during the event and follow-up conversion rate to measure the event's impact. 37. PPC (pay-per-click) metrics For ad campaigns on search engines and other platforms, cost per click , click-through rate and conversion rate can help you determine the ROI on your ad dollars.   KPIs for customer service  It’s hard to overstate the importance of customer service on brand loyalty. No matter how big or small your operation is today, it's essential to monitor KPIs that truly reflect the quality of service being delivered to your customers.  38. Net promoter score (NPS) Net promoter score is an index that ranges from -100 to 100. It measures the willingness of customers to recommend your company's products or services to others.  39. Customer satisfaction score (CSAT) Customer satisfaction score measures customer satisfaction with a recent service interaction or purchase, typically through a survey asking customers to rate their satisfaction on a scale. 40. First response time First response time is the average time it takes for your customer service team to respond to a customer inquiry or complaint for the first time. The lower the time, the better because it means that customers are waiting less time to receive an initial response. 41. Average resolution time Average resolution time is the average amount of time it takes to fully resolve a customer's issue or inquiry from the moment it's reported. It reflects the efficiency of your customer service team in addressing and solving problems, directly impacting customer satisfaction and loyalty.  42. Customer effort score (CES) A customer effort score evaluates the ease with which customers can get their issues resolved. Low-effort experiences are usually linked to higher customer satisfaction and loyalty. 43. Ticket volume Ticket volume refers to the total number of customer service inquiries or issues reported in a given period. This number can help identify patterns, peak times and areas of your product or service that may need improvement. 44. Ticket backlog Ticket backlog is the number of unresolved customer service tickets. This helps track your team’s workload and any potential delays in resolving customer issues. 45. Resolution rate The resolution rate is the percentage of customer issues resolved on the first contact without the need for follow-up, demonstrating the effectiveness of your team in addressing problems quickly. 46. Churn rate Churn rate is the percentage of customers who stop doing business with you over a certain period. A low churn rate indicates high customer retention, which is vital for sustained growth. 47. Escalation rate Escalation rate is the percentage of issues that require raising up to a higher authority or department, indicating the complexity of problems and the potential need for additional training or resources. How to implement KPIs in your eCommerce business strategy To embrace the full power of your eCommerce KPIs, you need a structured approach to selecting and implementing them. Follow the steps below to set your business on the right track: Identify your business goals.  Before diving into data, clarify what you primarily want to achieve. Are you looking to increase sales, improve customer satisfaction or reduce costs? Your goals will determine which KPIs are most relevant at this moment. Select the relevant eCommerce KPIs. Choose KPIs that directly reflect progress towards your goals. If increasing customer loyalty is the aim, focus on metrics like CLV and NPS. Set benchmarks and targets.  Determine what success looks like by setting benchmarks based on industry standards or past performance. Then, set realistic targets for improvement. Use eCommerce KPIs templates and dashboards. Templates (such as pre-designed tools, spreadsheets or reports) can provide a starting point for tracking and automatically calculating key metrics. Ultimately, you’ll want to establish a dashboard that includes all of your essential KPIs and allows you to check on them regularly. Regularly review and adjust.  Continuously monitor your KPIs and compare them against your targets. Use this data to make informed decisions and tweak your strategy as needed. The significance of KPIs on the growth of your eCommerce business KPIs are like a GPS for your business. Whether you’re just starting a business  or growing an existing one, these indicators help guide you toward your destination. More specifically, eCommerce KPIs can guide you on things like:  Customer acquisition : Knowing how much it costs to attract a new customer and which channels are most effective, for example, can point you in the right direction while saving you money and time. Customer retention : By measuring repeat purchase rates and engagement, you can tailor your efforts to keep customers coming back. Profit margin : Understanding your eCommerce profit margins helps in identifying areas where you can reduce costs or increase prices without losing customers. Inventory management: By tracking turnover rates, defect rates and more—you can save yourself from common inventory management  mistakes and keep more money in your pocket.  The above is not an exhaustive list—but each of these elements plays a pivotal role in sustaining and scaling your business. Without visibility into these things, you’ll be flying blind. You might be moving forward, but you won’t be sure of where you're headed or how fast you're getting there. By focusing on the right KPIs, you can ensure that every decision made is informed by data that correlates with your business goals. Examples of how eCommerce KPIs are used  Learning from real-world examples can be helpful if you’re not sure where to start. Here are some case studies that highlight how businesses have used eCommerce KPIs to drive growth and success: A fashion retailer's turnaround:  An online clothing brand  was struggling with high customer acquisition costs and low retention rates. By focusing on improving their CLV and churn rate, they developed targeted marketing campaigns and loyalty programs that increased repeat purchases and reduced acquisition costs. Tech gadgets store:  A tech gadget eCommerce site noticed a stagnation in sales growth. They honed in on their conversion rate and discovered that many customers abandoned their carts due to high shipping costs. By adjusting their pricing strategy to offer free shipping after a certain purchase value, they saw a significant increase in completed transactions. Beauty brand online : An organic skincare brand wanted to expand its market share. They tracked the net promoter score (NPS) to gauge customer satisfaction and implemented feedback mechanisms to improve product quality. As a result, their NPS improved, leading to more word-of-mouth referrals and a larger customer base. Tools and platforms for tracking eCommerce KPIs To effectively track and analyze your eCommerce KPIs, you need the right tools and platforms in your pocket to capture data and make sense of it. Here are some recommended tools that specialize in KPI tracking: Wix Analytics : For those using Wix  to host their online store, Wix Analytics provides tailored insights into your website performance, including traffic, sales trends and customer behaviors. Klaviyo : This is a marketing automation platform that excels in tracking customer interactions and can help you measure the effectiveness of email campaigns as well as SMS campaigns in terms of sales and engagement.