MARKETING
27 Best About Us and About Me Page Examples [+Templates]
And let’s not forget the cute dog beside our CTO. This photo makes our brand warm to users and helps us show the faces behind the HubSpot brand.
Go a step further by using videos to tell your company’s story. People seek connection. And there’s no better way to connect than to appear on camera. Here’s an example of a video from HubSpot’s about us page.
3. Choose the right staff photos.
Most about us pages include photos of staff — whether that be the C-suite, the founders, or all members of your team. If possible, opt for professional headshots on a neutral background.
Ideally, your team’s photos will have a similar color scheme to your company’s colors. Make sure both headshot backgrounds and your team’s outfits do not clash with the colors already on your site.
Pro tip: If you’re having trouble standardizing your staff photos, consider a black-and-white filter.
4. Use readable fonts.
Finding quality fonts is crucial when designing an about us page. If you want to use more than one font, tools like fontpair will provide you with excellent font combinations.
Additionally, you want to make sure your font is accessible to individuals with disabilities. This ensures all your visitors have a rich experience when going through your about page.
5. Avoid long paragraphs and sentences.
Long sentences and paragraphs make your content difficult for readers to consume. As a general rule, your paragraphs shouldn’t exceed 3-4 lines, and each sentence should be under 20 words.
6. Make the page responsive.
Not everyone will visit your page on their desktop browsers. Many will visit from their tablets and smartphones. Responsive design makes sure your page looks great on all devices.
There are several paid tools to check your about page responsiveness. But if you prefer free tools, this responsive design checker is an excellent option for testing the appearance of your about us page on 26 screen sizes.
7. Focus on load time.
No matter the size of your business, you’ll want your about page to load fast. If your page takes too long to load, visitors will click away.
You can check your page speed using Google’s PageSpeed Insights. If you find your about page takes too long to load, consider reducing the size of your images.
About Us Page Templates and Examples
About Us Template
You can create an about us template for your company website easily. Here’s how a standard layout for an about us page looks.
No matter your business, your about page should include:
- A mission statement. This describes the purpose of your business as it relates to the industry or market you serve.
- A vision statement. Outline the future of your business in this section.
- Your values. Core values help the reader connect with you and your business on a personal level.
- A target market summary. Your site visitors want to know that they’re in the right place and that your company can help them.
- A brief company history. Besides piquing your visitors’ interest, a brief company history can help the press describe your business accurately.
After you write a draft, you can use one of HubSpot’s done-for-you website templates to create your about page’s layout. These templates can be installed and customized in minutes.
Done-for-you About Us Page Templates
While the copy is an important element of your about page, you’ll also want to showcase your brand story and identity to the world. These about us page templates create a compelling, customizable user experience.
1. Touraza Template (WordPress)
If you want something with a little flavor, the Touraza template is a tasteful choice. With the “meet the team” section near the top, geometric designs, and striking typography, you’ll be able to showcase the humans behind your brand.
2. Logan Template (Shopify)
This template makes use of large images in a modern layout to break up the ample white space. The result: a clean and enjoyable reading experience.
The top of the page puts the brand story (or other introductory text) first, supported by a large image that speaks for itself. The pops of color can be customized to your brand style, drawing emphasis to your CTA.
3. Munchies Template (WordPress)
This theme is great for small businesses with a brief company history. You can start by explaining your mission concisely, then jump right into important links.
4. Mobirise Template (WordPress)
This visually compelling page allows you to disperse information evenly. The excellent use of white space means there’ll be no giant wall of text to impede readability for your webpage visitors.
You can briefly describe your history at the top of the page. The three icons allow you to lay out your most important values. Plus, the page features a carousel, so you can include headshots and titles for your teammates.
Best About Us Page Examples
1. Yellow Leaf Hammocks
Good stories humanize your brand, providing context and meaning for your offering. What’s more, good stories are sticky — which means people are more likely to connect with them and pass them on.
Yellow Leaf Hammocks tell users about its product by describing how the hammocks empower artisan weavers and their families. The company breaks down different pieces of the story into sections that combine words and easily digestible graphics.
Pro tip: Put your storytelling skills to work on your about us page. Using descriptive and emotive copy and gorgeous graphics, an about us page with a story works harder for your business than a generic one.
2. Eight Hour Day
Some people think about us pages have to sound formal to gain credibility and trust. Well, that’s not entirely correct, because most people find it easier to trust not-so-formal human beings. So keep your us page friendly and real.
Take inspiration from Eight Hour Day. They humanize their brand by showcasing the people behind the company.
What we love: Introducing the founders with inviting photos on this about us page drives home the point that Nathan and Katie are “two individuals with a passion for creativity — creativity makes us happy.”
3. Apptopia
People want to know what your business does and how it can help them. After all, if people can’t figure out what you do, how will they know they need your product or service?
So, skip the industry lingo — that’s what Apptopia does on its about us page. Their simple but polished language effectively communicates the company’s offering while still allowing the average person to understand it.
What we love: Apptopia uses short and punchy sentences to explain complex products and ideas in a way that isn’t patronizing. The copy on this about us page leads with empathy.
4. Moz
Instead of following the classic about us script, try something different. Take Moz, for example. A lot has happened since they found the company in 2004. This page shares the company’s milestones using a fun and clean design.
Moz’s about us page incorporates clear headers, concise blurbs, and little graphics to break up the text.
What we love: Note the humble references to how Moz received funding, how it switched its brand positioning — and, most importantly, how it switched back to its original model. This speaks volumes about the value that honesty and humility can play to your customers.
5. Yokel Local
On its about page, Yokel Local spotlights its clients, its story and mission, and the team behind the brand.
This last element is key because Yokel Local knows that its vibe wins over prospective clients. After all, when you hire an agency, you’re hiring its people. And people have personalities.
What we love: Because “Yokel Local” is a bit of a kooky name that gives people pause, the company pokes fun at it by providing the definition. This then leads to photos of the team at work (and at play), the agency’s story, its mission and values, and the people who make the magic happen.
6. Nike
Nike began on the campus of the University of Oregon at the hand of the college’s track coach, Bill Bowerman.
Even though he no longer works at the company, one of his beloved quotes still brands the bottom of Nike’s about us page: “If you have a body, you are an athlete.”
This bold sentence, referenced by the asterisked “athlete” in the words right above it, sheds important light on Nike’s audience.
The brand may be big today, but Nike is all about the rising stars whom the company depends on, according to the rest of its about us page, to “expand human potential.”
What we love: Nike clearly knows its audience and makes its mission obvious to them as soon as they land on the about us page. There’s no question that the visitor is in the right place and understands exactly what Nike has set out to do.
7. Bulldog Skincare
The best about us pages use a good mix of color, have personality, and stay true to a company’s unique brand voice. Let’s look at Bulldog, a skincare brand for men.
The about us page is pithy and leads with a cute bulldog — fitting the name and the brand. It also states the purpose of the products — to help customers from waking up with the (admittedly adorable) wrinkly face you see when you visit Bulldog’s website.
What we love: Bulldog isn’t afraid to have fun with its brand. That bit of humor makes this about us page anything but typical. It primes visitors for a story in a way that makes them immediately feel connected to Bulldog’s mission and vision.
8. Doomtree
Made up of talented artists with thriving solo careers, Doomtree brings these musicians together to work on creative projects as a crew. The group “started as a mess of friends in Minneapolis, fooling around after school, trying to make music without reading the manual.”
As soon as you arrive on Doomtree’s about us page, you’re greeted with big, bold photos of those friends.
As you scroll down, you get more interaction with the crew’s events and music tracks. That makes sense because it gives visitors an instant sample of Doomtree’s product.
Pro tip: Find ways to use multimedia elements. If a picture is worth a thousand words, a video will be worth many times more. Consider combining your unique story with audio and visuals like Doomtree.
9. Below the Fold
Below the Fold is a company committed to “sharing news stories you aren’t hearing anywhere else.”
With that in mind, the big headline on the about page introduces the company’s purpose. Further down, you’ll find four core values, how the business generates revenue and more details about the team behind the scenes.
What we love: This page gets straight to the point about what Below the Fold is, who it serves, and why it exists. The simple design lacks color, embellishments, and sensational imagery, so the reader can focus on what the company has to say — a direct nod to the mission statement.
10. Ceros
Ceros’ about us page is interactive and engaging. As you scroll, you see a timeline of the company’s achievements since the year 2006.
Next, there’s the awesome design of awards the company has received. This positions Ceros as the choice brand for potential job seekers.
What we love: Ceros keeps the text on the page short and sweet, with powerful statements like “our mission is to inspire & unlock creativity.”
11. Sweet Loren’s
From start to finish, Sweet Loren’s about us page is playful, engaging, and colorful. The page starts with a 60-second video and even incorporates cookie dough-scooping gifs. As you scroll, you’ll move through some of Sweet Loren’s impressive values, including inclusivity and refusing to compromise.
What we love: Sweet Loren’s yummy products are last on the page, ensuring you’re fully primed to purchase only after learning about Sweet Loren’s mission.
12. TalEx
TalEx began when two women left a major recruiting firm to build their own. TalEx has since seen unprecedented growth at 4,900% in the three years. The company’s about page captures this history and more.
What we love: The company’s emphasis on social responsibility takes up nearly half the page, making this core value clear. The statement explains TalEx’s commitment to donate 5% of its annual net profit to philanthropic organizations. People who visit the website know immediately that giving back is important to the team at TalEx.
13. LoveBug Probiotics
LoveBug Probiotics’ page effectively includes all the information you’d need on the company to make an informed purchasing decision. That includes how the founder came up with the idea, her personal ties to the vision, and the science behind her probiotic.
While the products are science-backed, the about us page doesn’t confuse visitors with difficult-to-understand facts. Instead, the page is straightforward and helpful.
What we love: This about us page features an image of the founder’s four young children wearing “Chief Fun Officer,” “Chief Giggle Office,” “Chief Silly Officer,” and “Chief Humor Officer” T-shirts. There aren’t many pages with cuter introductions than that.
14. Brown and Coconut
Sometimes, simpler is better — as is the case with Brown and Coconut. This about us page features a photo of the two co-founders alongside a few paragraphs of text outlining the brand’s vision.
Brown and Coconut’s about page uses no-fuss language to describe the business.
What we love: Rather than ending with a CTA directing visitors to its products, the co-founders choose to include a CTA for visitors to follow the business on its social channels, thus promoting a more effective, long-term lead generation strategy that starts with brand awareness.
15. Kuno Creative
Kuno Creative’s about page effectively focuses on what makes the company different: its people. While the first paragraph describes the origin of the digital marketing agency, black-and-white headshots of all its employees take most of the page up, along with descriptions of each member.
What we love: If you’re unsure what you want to include on your about us page, consider noting how Kuno Creative focuses on its people, rather than its product. This offers a great way to humanize your brand.
About Me Page Templates and Examples
About Me Template
About me pages vary, but most great pages include a few standard elements. You can see a suggested template from HubSpot below.
Make sure you include the following information on your page.
- Your purpose. This describes your purpose for doing the work you do. What gets you out of bed each morning? Try using the Ikigai map for guidance here.
- A vision statement. Who are you and where are you headed? Believe it or not, people are looking to you for leadership. Show them how you’re leading your life and what inspires you to move forward.
- Your core values. Personal core values help the reader connect with you and find common ground.
- A brief personal statement. Whether you share your hobbies, family life, or fun facts, a brief personal summary helps the reader relate to you on a personal level.
Next, you’ll see these elements in action in the examples below.
Done-for-you About Me Page Templates
1. Coax Template (WordPress)
The Coax template allows the typography and copy to take center stage. This text-centric approach highlights your personal accomplishments and sells your services. Consider laying out content like a resume with big subheads on the left and descriptive text on the right.
Plus, this template is powered by Elementor, a page builder that makes customization easy.
2. One-page Portfolio Template
Instead of a wall of text, this about me page is neatly divided into separate sections. The text at the top of the page allows you to describe your mission and background.
The icons in the next section call attention to three specific services you provide. Further down the page, you can explain those services in greater detail. You can also include photos to show what you can do.
3. Beckham Template
Your about me page should provide a highlight of your accomplishments, as well as an overview of your service. This template can help you put your best foot forward.
The Beckham template includes a suggested place to link your resume, as well as sections to show off previously completed projects.
What we love: Near the bottom of the page, you can show off important numbers. That includes how many clients you have, how many projects you’ve completed, and how much coffee you drank.
4. Calvin Template
For personal websites, consider placing your contact information front and center. Your visitors shouldn’t have to search to see how they can reach out.
The Calvin template makes integrating your contact information and personal story seamless. This template leads with email and phone numbers, and you can outline your services before including links to your work.
Best About Me Page Examples
1. Joe Payton
The style and tone of your about page should match the services you provide. Let’s look at Joe Payton’s website as an example.
Not only do Joe’s illustrative self-portraits give him a personal brand that customers will remember, but also they show his expertise as a designer and animator. His website visitors can learn what he does in an easily digestible way.
What we love: Joe freely expresses his values as a creative professional on a well-organized page. He tells a story that guides the reader through each section, without having them scroll endlessly to the bottom of the page.
2. Kero One
Kero One is a hip-hop artist and DJ from San Francisco. His about me page carries a valuable lesson to personal brands that cater to over one audience, especially if those audiences speak different languages.
Kero One’s about me page tells his story in English, Japanese, Korean, and Chinese. Including these East Asian languages helps Kero One connect with listeners in these different communities.
Pro tip: If your services are global or your offerings come in multiple languages, consider having your about me page in several languages.
3. Aja Frost
All right, we might be biased in highlighting this professional, as Aja is our very own director of English growth at HubSpot. Nonetheless, the ingenuity she brings to the company isn’t lost on her website’s about me page.
Being a data-driven professional, Aja knows her clients are looking for more than her writing skills.
They want to see how her content has performed. With that in mind, her about me page tells a story of her career growth, which peaks — no pun intended — at an impressive line graph showing the result of an SEO strategy she implemented for the HubSpot Blog.
What we love: Aja understands the value of being personable even in a digital space like an about me page. She closes out her about page with a personal note on what she does in her spare time — a great way to humanize yourself in the eyes of your potential customers.
4. Madison Butler
Madison Butler is an HR change-maker “committed to deconstructing the status quo and rebuilding corporate America, one organization at a time.” She does this through her DEI work and her advocacy.
Her about page, which doubles as the site’s homepage, calls this out at the very top in one bold statement: “I am here to ensure organizations know how to make space for everyone.”
What we love: Madison’s about page is effective because it stays true to her mission while being simple, effective, and to the point. The second sentence in the headline, “You belong here,” underscores the inclusivity of Butler’s mission and work.
5. Sara Dietschy
This professional YouTube content creator has an eclectic collection of videos related to technology and culture and expresses that diversity all over her about me page.
Besides the vibrant self-portrait at the top of the page, Sara’s first sentence tells you just how many people subscribe to her channel: 835,000.
This is an important number to know for her potential video advertisers and collaborators who want to know how much exposure they’d get by working with her or advertising on her channel.
What we love: The color text on her page highlights key information. This helps the reader navigate the page and understand what’s important for them to know.
6. ShaDrena
ShaDrena is a graphic artist whose mission is to “visually build creative rebellious brands beyond a logo.” In three sections — about, bio, and random facts — the audience gets the full ShaDrena experience, which is more than just design. It’s also about voice and personality.
As a self-described “creative hustler,” “rule-breaker,” and “designer of dope brands,” the language ShaDrena uses on her site comes across as edgy and authentic.
What we love: ShaDrena’s about page is counterintuitive to what someone might expect from a graphic artist. ShaDrena presented most of the content in black, white, and gray, which puts all the focus on the composition of her design.
7. Marc Ensign
On his about page, Marc Ensign takes his work seriously without taking himself too seriously. Marketers know there’s value in keeping a casual tone in the content they create, but to attract customers, you need to prove you have discipline and integrity. This often proves to be a tough balance to get right.
What we love: Marc Ensign nails the balance between friendly and formal with a confident opening statement. This draws the reader in and establishes Marc as a relatable partner to work with.
8. Miracle Inameti-Archibong
With an excellent design that emphasizes her copy, Miracle Inameti-Archibong’s site is a master class on how to do a one-page website well. Miracle presents the content with large clear images, bold colors, dynamic angles and blocks, and simple typography.
What we love: Miracle’s about me section spans over a decade, but it’s laid out in just four sentences. The reader can easily understand her career span without being overwhelmed with excess information.
9. Haley Shapley
Haley is a freelance writer and editor who uses a single-page format for her website to showcase her personality, writing samples, and professional services. The site also features a very cool animated video effect in the background, creating a sense of space and movement.
What we love: Haley leads with an important number: She can write over 100 articles a year. Starting with an impressive data point helps show her level of experience.
10. Amy Blaschka
Amy Blaschka’s portfolio features plenty of white space, balanced out with a bright blue header that really pops, and orange buttons for conversion actions (i.e., “Let’s talk”). Her use of video to explain what she does also helps her stand out in a crowded space.
What we love: To showcase her creativity and individuality, Amy has a list of bullet points of things she loves and things she doesn’t love. She also provides website visitors with three (yes, three!) different versions of her bio: a short one (under 75 words), one that’s longer (under 150 words), and her full bio, which takes up an entire page.
By doing this, she’s showing her talent for crafting messaging and educating prospective customers about who she is. Very sneaky, Amy!
11. Cathy Derus
Cathy Derus’ site features bold images and crisp text. The site also highlights Cathy’s appearances in major media outlets and publications, like Entrepreneur and Cosmopolitan.
What we love: Cathy’s about section features a full-page image of Cathy on her laptop, with a brief text introduction directly to the right of her. Instead of breaking up the image with text, Cathy overlays the text on the actual image, so website visitors get the feeling they are actually in her office with her. This is a great way to build credibility.
12. Matt Gray
Matt is a serial entrepreneur who now manages a portfolio of “soulful businesses.” His website promotes the paid courses he’s developed for entrepreneurs and the one-on-one coaching he provides to those looking for a more personalized touch.
Matt’s site provides plenty of content to help visitors understand who he is and what he does. The focus of the site is very simple: to get visitors to convert by signing up for his email newsletter.
What we love: Below the bio section, Matt breaks down his offerings in a simple 1-2-3 format, providing something for everybody. Lower on the page, visitors find a mailing list sign-up form with a commitment of what subscribers will receive by signing up.
Tell the World All About You
Now that you’ve seen examples, it’s time to build your own about page. With a good story to tell, creative copy, humility, and digestible visuals, you’re on your way to an eye-catching user experience.
You’ll be standing out from a sea of about us and about me pages in no time. So, tell us, what makes you different? We’re eager to learn more about you.
Editor’s note: This post was originally published in October 2020 and has been updated for comprehensiveness.
MARKETING
Unlocking Hidden Revenue: The Inbox Retargeting Methodology
Page conversion rates have ALWAYS been a problem. The simple fact is most people don’t convert even on the most optimized pages.
What’s why traditional retargeting on ad networks has been so dang powerful. While retargeted leads come cheap, they still aren’t free. Worse, you’re back competing against your competition in the ol’ ad auction system.
For the last 6 years, I’ve been using a tactic called Inbox Retargeting to identify who lands on my key pages and directly reach out to them in their inbox.
No more ads. No more auctions. Just a targeted contact that showed they were interested, but didn’t quite take the leap yet.
Before I dive into the “What’s” and “How’s”, this tactic can only be used in the good ol’ US of A. If you aren’t in the states or don’t have clients in the states, you’re out of luck. Sorry!
How It Works
Inbox retargeting doesn’t take a lot of heavy lifting. I’ll share the strategy next but I wanted to start with some of the logistics.
DISCLAIMER: I am not a lawyer or coder, so keep that in mind if technical or legal questions pop up.
If you have a website, you have tracking scripts, e.g., GA4, the Facebook Pixel, Heatmap software, etc…
To get started with Inbox retargeting, you just need to be able to copy and paste two scripts on your site:
- A collection script: This fires and tries to identify the visitor
A suppression script: You’d fire this on your conversion confirmation pages, you don’t want people who converted to land in your Inbox Retargeting campaigns.
The tech works off of a database of contacts in the United States that are eligible for emails, so it’s completely above board with your ESP. However, you’ll want to do a few things before you start treating them like a regular member of your email list.
We initially tested this on one of our paid media campaigns. We already had a really strong campaign that we wanted to squeeze more leads out of…and boy did we.
We were driving traffic from Meta (Facebook for the OGs) to this landing page:
This page converts at 58%. Yeah, that’s a humble brag…deal with it.
Even with a 58% conversion rate, we’re still missing out on 42% of the traffic we’ve already paid for. That’s kind of a bummer.
After we added the collection script to the page, they were able to capture a lot more leads. The conversion rate jumped from 58% to a very sweet 87% – that’s a 50% increase!
That was the impact on a single page, that’s when we knew it was time to go bigger.
The Strategy
Most of the tools out there, whether it’s Retention.com or Customers.ai, are going to charge based on the number of contacts. So it can get pretty easy to burn through contact credits if you run the script on every page you manage, your site and your clients’ sites included.
That’s why you’ll want to make sure to select pages that capture intent versus targeting all of your traffic.
ID Key Pages
Here are some of the pages you should consider adding the collection script:
- Campaign Landing Pages – If you’re paying to send someone to a page, the referring source piqued their interest. If they didn’t convert, you’d definitely want to follow up.
- Product Pages – If someone is viewing this page they’re evaluating a particular product they were interested in.
- High Intent/Value Content Pages – This could be your pillar content on your blog pages, podcast pages, or your top level service pages.
- Registration Pages – This is a subset of a landing page, but if someone got all the way to a registration or sigh up page, they’re a prime candidate for outreach.
- Cart Pages – People abandon carts all the time. If you weren’t able to catch their details during checkout, this is an ideal opportunity.
Effectively it’s any page where you’re pushing a specific action. While the above pages are the pages to choose from, a homepage is acceptable but will require a little more finesse when you follow up.
Map to Email Campaigns
Now that you’ve identified where you’re going to identify leads, you’ll need to map it to your automation tool.
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Most tools have a direct integration with your email service provider, but worst case scenario you may have to pass the data through a no code integration tool like Zapier.
Once you’ve worked out the digital plumbing, you’ll want to follow up based on the page the contact was collected on. Here’s how you should approach follow up:
- For Campaign Landing Pages – Give them the specific asset. They were interested in it, you’ve got their contact information, just hand over the goods. This builds good will at the start of the relationship.
- Product Pages – Send over the details of the product or product category they were viewing. This could be as simple as a reminder or you could build goodwill with a special offer or coupon.
- High Intent/Value Content Pages – Send over some of your best content or freebies that move people to the next phase of the Customer Value Journey.
- Registration Pages – Treat these like an “abandoned cart” type of email and get them to take that next step.
- Cart Pages – Same as “Registration Pages” but it’s, you know, an actual abandoned cart reminder. Similar to the product pages you could entice them to come back with a deal or coupon.
- Homepages – If you do run these on the homepage, you’ll need to do more of a reintroduction then transition to showcasing your best stuff.
Email Structure
The initial message you send needs to have a very specific flow. There are four critical things that need to happen when they open up your Inbox Retargeting message.
First, remind them about who you are and how they know you. This can be as simple as a, “Hey, thanks for stopping by…” message. Have some fun with it.
Next, you need to provide highly specific value based on their browsing intent. If you get this wrong, they’re just going to file your message under SPAM.
After that, you’ve got to set expectations with what they’re getting and now you’ll be communicating with them moving forward.
And Finally, you need to give them an EASY OUT. These campaigns have our highest unsubscribe rate, but that’s because we outright ask people to unsubscribe if they don’t want any additional contact.
Once you’e gone through this, you treat them like one of your regular subscribers with all your fancy ascension automations, content emails, and promotional emails.
Here are the email stats from one of our PPC Campaigns:
With an average open rate of 53.87%, we know there’s a base line interest in the deliverable. The click rate is DANG good for messaging visitors who didn’t convert.
Sure the unsubscribe rate is a little high for this campaign, but that is intentional. We push them to opt-out in the first email so we don’t get dinged later with complaints.
The Payoff: An Additional 109k Last Year
I mean, who doesn’t want another cool 100 grand for adding a script to your website and writing a couple of emails? Here’s how the numbers work out:
Last year, we identified 3,714 leads using this method. IMPORTANT: When I was pulling these numbers, I realized we installed the code wrong on some pages and missed out on about another 2k leads…oops!
Our average lead cost was ~$7, so the leads themself were a $26,000 additional value. This alone would be a reason to use the tech.
BUT JUSTIN, did they convert?!
Yes!
We closed $36,000 in IPPC business from this lead source. For what we spent on those leads we’re looking at a 750% ROAS. Not too shabby.
The rest of the money we made was by selling this service to our clients. Since we run paid ads for clients, this method is a complete no brainer. We ran a pilot program and only offered this to a handful of clients last year, we averaged about 4k/month in sales.
We sold clients the leads at ~$2/lead for some of the niches we work in, that’s a steal.
If you decide to sell this you need to make sure the client knows these are lower intent leads and will require longer term nurtures. If you follow the email strategy I shared above, you’ll be good to go!
Protip: Charge for building the follow up sequence!
So that’s it! If you’re running your own business or are an agency owner, you’ve got to consider Inbox Retargeting. Though, I do have some bad news…
Not to be “Chicken Little” but this is starting to get way more attention, there are services popping out of the woodwork so this will become a table stakes method. So get ahead of this today.
MARKETING
What’s Media Mix Modeling? [Marketer’s Guide with Examples]
Have you ever felt in the dark when it comes to understanding the real impact your marketing dollars are having across multiple channels?
Determining where and how conversions are occurring is crucial in optimizing your budget to drive the most impact with your marketing budget. Media mix modeling (MMM) is an analytical approach used to gauge the effectiveness of various marketing channels in driving sales and conversions. This method allows us to decipher the true influence of advertising spend across diverse platforms by accounting for a myriad of factors, both within their control (like media channel spend, promotional strategies) and outside their control (such as economic conditions, competitor actions, and seasonal influences).
One of the key strengths of media mix modeling is its ability to incorporate long-term brand building effects alongside immediate sales impacts, offering a comprehensive view of marketing effectiveness. It helps in identifying which channels are most efficient, how different channels influence each other, and how external factors affect marketing performance.
Media mix modeling is a powerful tool for marketers seeking to optimize their marketing investments. By providing a holistic view of how various factors contribute to sales and conversions, MMM enables data-driven decisions that enhance marketing efficiency and business growth.
In this article, we explore how media mix modeling works, and how businesses can use analytics to drive smarter ad spend decisions.
What Is Media Mix Modeling?
Media mix modeling (MMM) is a type of analysis that measures the impact of media buys across multiple channels, showing the role various elements play in achieving a desired outcome—often a conversion or revenue KPI. With this information, marketing stakeholders are able to make specific adjustments to campaign spend to improve their progress toward reaching a given goal.
Media mix modeling can be used to address common brand marketing questions and pain points, including:
- Which of our marketing efforts are having the biggest impact on reaching our goals—or, more simply—what’s working?
- How big of an impact does seasonality have on our marketing performance?
- How closely is our performance tied to promotional efforts?
- Are shifting consumer trends negatively or positively impacting outcomes?
- Which specific mix of spend allocation drives the highest ROI?
- How will these channels likely perform in the future based on their optimized spend allocation?
“Media mix modeling is a top-down , privacy resilient approach that evaluates how historical media activity, promotions, pricing, seasonality, and uncontrollable factors—such as economic activity—impact key business outcomes such as sales revenue. MMM is a scientific approach to attribution in the sense that it applies statistical methods to analyze and interpret marketing data, providing a systematic understanding of how different marketing channels contribute to overall business goals in the broader context of the market. The quality of insights derived from MMM heavily depends on the quality and granularity of the data used.”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
MMM leverages aggregate data, and can measure both online (digital) and offline (traditional) advertising channel performance, including (but not limited to): paid media channels such as social media channels, traditional print advertising, linear TV advertising, and other performance marketing efforts, organic media, operational factors like promotions, external factors like seasonality, economic conditions, outcome KPIs such as sales revenue, new customers, and conversions.
How Does Media Mix Modeling Work?
The MMM framework is a type of statistical analysis that uses statistical methods and econometric models such as a regression analysis. This econometric model helps analysts determine the strength of relationships between a single dependent variable and an array of independent variables.
Media mix modeling analysis measures the impact of your media spend today, and is also helpful in predicting the future outcome of your marketing investments on a given variable.
Example:
Let’s assume a scenario where our target metric, or dependent variable, is revenue, a critical indicator of business success. We aim to dissect the influence of various marketing initiatives on this revenue. These initiatives, our independent variables, encompass a diverse array of digital advertising campaigns, including those run on TikTok, Instagram, Snapchat, as well as broader Display and Streaming platforms.
The number of independent variables under scrutiny does not dilute our core objective. The mission is to measure the relationship between the marketing endeavors and the revenue they generate. This involves not only identifying the direct contributions of each campaign to revenue but also understanding the nuanced interplay between them by observing how changing aspects of those independent variables impacts the chosen business outcome
What can MMM Measure?
When using MMM to assess campaign success, marketers should leverage statistical methods and econometric models to get the most accurate picture possible. Data quality is essential in achieving an accurate media mix analysis, so take any needed time to clean your data before using it in your analysis.
Key elements an MMM equation can measure include:
- Base and incremental sales volume impact
- Channel effectiveness and return on investment
- Marketing spend saturation
Media Mix Modeling vs. Data-Driven Attribution Modeling
Like media mix modeling, attribution modeling also studies the efficiency of marketing strategies — but there are important differences.
Attribution modeling is a general term that refers to tracking engagement to better understand how specific tactics drive action at the user level. This modeling works well for analyzing specific customer touchpoints, focusing on elements like how a consumer converted, which creative on which channel led to that conversion, and what the expected ROI could be if more ad budget were shifted to that channel.
Media mix modeling takes a higher-level, more comprehensive picture. This modeling isn’t designed to measure user-level engagement like impressions and clicks, rather its primary function is measuring the impact of an entire touchpoint on specific marketing objectives.
Data-driven attribution modeling and MMM each have their own set of strengths. It’s not a matter of one being better than the other, rather one being better-suited to different types of marketing analysis.
For example:
- The precision of the data-driven attribution: Let’s assume you want to invest more spend in a social ad campaign during the holiday season. While MMM is an option for determining where to allocate those dollars, data-driven attribution excels in dissecting the intricate customer journey, offering a microscopic view of user interactions. For instance, if you’re keen on understanding the exact value of a single click from your social media campaign, Data-Driven Attribution can illuminate the path.
- The holistic perspective of the media mix modeling: Media mix modeling, can consider the impact of offline actions and initiatives. Unlike the more narrowly focused attribution models, which might overemphasize the first or last touchpoint, MMM assesses the collective impact of all channels over time. This makes it an indispensable tool for strategic planning and long-term investment decisions in your marketing portfolio.
“Attribution modeling is based on a bottom-up approach while media mix modeling takes a top-down approach. Media mix modeling provides a long-term view of the marketing ROI of media activity, while attribution modeling evaluates individual-level activity to provide a short term view of marketing ROI.”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
Why Does MMM Make Sense for a Post-cookie/Post-IDFA World?
In the post-cookie and post-IDFA landscape, where privacy concerns and regulatory changes limit access to individual user-level data, media mix modeling has become a pivotal analytical tool. MMM’s emphasis on overall marketing spend allocation and its proficiency in establishing cause-and-effect models, address the challenges posed by the diminishing availability of explicit conversion information, providing marketers with a privacy-respecting and insightful approach to navigate the evolving digital advertising ecosystem.
An Example of Media Mix Modeling
With the right media mix model, a business can measure their past marketing performance to improve future ROI by optimizing the allocation of the media budget by channel and/or tactic, including: traditional and digital media channels, promotions, pricing, competitor spend, economic conditions, weather, and more.
Example:
An international ecommerce brand wanted to forecast their second-half of the year and create an optimal media mix to make their marketing dollars work smarter. A combination of client data, marketing data, and machine learning were required to create a powerful, custom media mix model.
To build the model, the business used 2+ years of digital marketing and revenue data, analyzing it by market, tactic, and day. The data was then used to create model to assess future spend showing how changes in investment across channels could impact revenue and sales.
The full digital media mix model gave the ecommerce brand a detailed analysis of where to optimize their spend across all digital marketing channels.
One recommendation was to shift dollars away from social—which historically had been at or near 30%—to paid search. This recommendation came with another layer of insight: The brand realized they were overinvesting in awareness campaigns, and needed to invest more heavily in capturing current demand during the 2nd half of the year.
Results: Working with a robust media mix model, the brand was able to break down how much media spend was needed by each channel in order to achieve the 30% YoY revenue goal they targeted.
The Benefits & Challenges of Media Mix Modeling
MMM helps you accurately connect all the dots, leveraging (ideally) a wealth of provided data, to understand how disparate aspects of marketing campaigns work together in helping you reach your business goals.
Benefits of Media Mix Modeling
The benefits of MMM are multifaceted, offering marketers a strategic edge in navigating the intricacies of their advertising efforts. Let’s dive into each benefit in detail…
Omnichannel Campaigns: MMM excels in providing insights for omnichannel campaigns, allowing marketers to understand and optimize the impact of their initiatives across various channels. This capability is crucial in today’s interconnected digital landscape, where consumers engage with brands through diverse platforms.
Improved Oversight Over Media Spend Impact: MMM provides a comprehensive view of the impact of media spend, enabling marketers to assess the effectiveness of their investments. This improved oversight ensures a clearer understanding of how each component of the media mix contributes to overall campaign success.
Media Spend Optimization: With MMM, marketers can optimize their media spend by identifying the most impactful channels and touchpoints. This data-driven approach allows for strategic adjustments in budget allocation, ensuring that resources are directed towards the avenues that yield the highest return on ad spend.
Effective Targeting of Audiences: MMM’s analysis helps in refining audience targeting strategies. By understanding which elements of the marketing mix resonate most with specific demographics, marketers can tailor their campaigns to effectively reach and engage their target audience segments.
Forecasting with Certainty: One of MMM’s strengths lies in its ability to forecast results with a high degree of certainty. This forecasting capability empowers marketers to make informed decisions based on predictive analytics, aiding in long-term planning and goal setting.
Reduced Reliance on Personally Identifiable Information (PII): MMM minimizes the reliance on personally identifiable information for analysis. This is especially crucial in an era where privacy concerns are more important than ever.
Media mix modeling is a comprehensive and powerful tool, offering a range of benefits that contribute to a more effective, data-driven, and privacy-conscious approach to marketing strategy and decision-making. While there are many benefits to MMM, there are challenges as well. Let’s look into common challenges of MMM in our next section.
Challenges of Media Mix Modeling
MMM grows increasingly complex as the media landscape becomes more fragmented, and the customer journey more personalized. Whereas in the past, advertisers may have wanted to measure something as simple as the impact of a print ad in a Cleveland newspaper, today’s consumers are exposed to brands in a wide variety of locations and formats, from a subway transit poster to a Sponsored post on Instagram.
Working with high-quality data is important in any measurement initiative, but for MMM to work effectively, it also needs a lot of data to build a reliable model. For example, if you wanted your model to consider the performance impact of seasonality, it would ideally need at least three full seasons (three years) of data to consider in its analysis.
This makes media mix modeling a ‘long game’ initiative with infrequent reporting by its nature. Brands and advertisers who are more accustomed to daily or weekly updates may struggle with ‘waiting out’ the analysis.
Because it’s not designed to make considerations based on user-level data, instead providing aggregate insights, media mix modeling offers limited insights on brand impact, personalized targeting, and customer experience. However, advanced models are available that can provide highly granular insights, but traditional MMM provides aggregate insights.
Common Misconceptions About Media Mix Modeling
Media mix modeling, like many other analytics solutions, has also become a marketing buzzword that has generated its fair share of misconceptions.
Here are a few of the most common misconceptions around media mix modeling.
Media Mix Models Are Not Transparent
With large datasets and statistical analysis involved in media mix modeling, the methods behind the technique have been critiqued for their obscurity. If there is no perceived transparency in the process, how does a brand know if its media mix model is really accurate?
Any organization specializing in media mix modeling should provide a transparent approach, with deliverables such as outlines, milestones, and performance reports. Additionally, you may want to consider partnering with an agency that truly understands how media mix modeling aligns with your needs and expectations. Every business is unique and each media mix model is based on multiple factors.
Media Mix Models Do Not Provide Real-time Data
Today, results are often measured by the timeliness of their delivery, with the current digital marketplace allowing for almost instantaneous real-time data. Media mix models do actually provide compelling real-time marketing insights, perfect for evaluating new campaigns, new competitors, and assessing pricing actions or changes in promotional strategies.
A powerful partner in media mix modeling will provide sophisticated tools and real-time approaches to satisfy your business performance assessments. Your partner should also be able to provide forecasting, simulation, or AI- and machine-learning-integrated models to suggest future movements.
Media Mix Modeling is Biased to Offline Channels
Though media mix strategies do integrate and consider offline channels in their approaches, media mix modeling also considers all digital channels — including display, email, paid search, social, and more. Remember—it’s considering your media mix. If that includes ten different channels and you provide enough high-quality data for each, they will all be considered in your marketing mix analysis.
In fact, as customers have become more intertwined with digital channels, media marketing models have adapted to go even deeper into the analyses provided by those channels’ respective insights to support better budgeting choices and customer segmentation reports.
Conclusion: MMM Closes the Loop on Marketing Performance
In an ever-evolving digital landscape, MMM’s adaptability to the post-cookie/post-IDFA world positions it as an essential tool for marketers. As businesses seek to connect the dots, leverage data, and make strategic decisions, MMM is a crucial ally in the dynamic realm of mixed media advertising.
“At Tinuiti, we leverage measurement best practices such as MMM and incrementality to understand media effectiveness, predict future outcomes, create deeper insights, analyzing what-if scenarios to provide recommendations that optimize media performance. This helps brands understand what channels they should be investing in, how they should shift budgets (media mix), creating a high-level view of what channels are driving overall sales and ROI. Our goal here is to deliver growth for our clients by maximizing the return on investment through best in class measurement”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
At Tinuiti, we know, embrace, and utilize MMM. Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency.
Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure what marketers have previously struggled to measure – the optimal level of investment to maximize impact and efficiency. But this measurement is not just to go back and validate that we’ve done the right things. This measurement is real-time informing what needs to happen next.
Curious about how we can tailor strategies to hit your unique marketing bliss point, including Rapid Media Mix Modeling? We’re eager to chat. Contact us today for details.
MARKETING
Email Ready to Send? Make Sure to Tick These Things off First!
Designing and developing an email campaign is a complex mechanism; a few things will inevitably escape your attention during the process. So, before you hit that send button, you must draw up a foolproof checklist to ensure every single component in your campaign is in its rightful place. Wondering what an ideal pre-flight checklist looks like? We’ve carefully compiled everything necessary in this blog. Read on to find out!
Subject Line and Pre-header Text
A subject line can make or break your emails. It’s the first thing about your email that reaches the audience, and if it fails to hit the right notes, you’ll have a tough time convincing your subscribers to engage with your emails.
What makes a subject line tick, you ask? Let’s take a look!
- Your subject line should prioritize an economy of words; this will help you on two accounts- firstly, a crisp and to-the-point subject line increases your probability of catching the reader’s attention. Secondly, longer subject lines run the risk of being clipped on mobile devices, thereby spoiling the subscriber’s user experience. By keeping your subject lines concise, you eliminate this possibility.
- Ensure your subject line clearly explains what readers can expect upon opening the email. The more guesswork your subject line demands of readers, the less likely they are to open your email.
- Steer clear of using words that might be considered spammy. With email filters becoming more and more sophisticated, usage of any sort of contentious term in your subject line will result in ISPs flagging your email as spam.
- Personalize your subject line. In a climate of increasingly crowded email boxes, personalization is one technique you simply can’t afford to overlook.
Besides fine-tuning your subject line, you also need to pay attention to your pre-header text. Building upon the context provided by your subject line, pre-header texts give readers an additional nudge to open their emails. Two crucial things that you must keep in mind while curating your pre-header texts are:
- It must exist only as an extension of your subject line; it must not try to introduce any new ideas on its own.
- It must be mobile-optimized.
Broken Links
Given that the links embedded in your email eventually facilitate a conversion, it is imperative that you thoroughly evaluate their health prior to delivering your emails. Broken links aren’t just bad for business; they also spoil a subscriber’s user experience.
Here are a few things you must check after embedding a link in your email:
- This might sound trivial, but do check if the link you have inserted is the one you intended to or not; the only thing perhaps worse than having a broken link is having an irrelevant one.
- Check that the link is redirecting the user to the desirable destination.
- If the download of a resource is supposed to be triggered by clicking the link, check if that’s functioning properly; you wouldn’t want subscribers clicking umpteen times on your link only for it to return nothing.
Accessibility
Apart from acing your content and design, you must also work towards making your email campaigns accessible; people making use of assistive technologies must be able to engage with and comprehend your emails in an absolutely hassle-free manner.
Given below are a few measures that will help you make your campaigns accessible to all:
- Organize your email content. Break down long paragraphs into small sections of 2-3 lines. Use bullets and subheadings wherever necessary. This will make it easy for assistive technologies such as screen readers to parse through your content.
- Write descriptive alt texts for the images you’re including. Besides improving accessibility, alt texts also enable search engines to crawl your page more efficiently, thereby boosting your SEO.
- Use semantic markup; this will help screen readers navigate your emails in a smooth fashion.
- Try to stick to a single-column layout while designing your email template.
This email from AllTrails is an ideal example of an accessible template.
Inbox Preview
Different email clients render emails differently, even if only slightly. Hence, before sending out your emails, you must preview them across different environments and clients to check if they appear as desired. If you are designing your email for dark mode, too, it becomes that much more important to preview it before delivering.
Wrapping It Up
For your email campaigns to be able to drive maximum impact, they must be free of blemishes of all kinds. We hope the pre-flight checklist we shared above proves to be of help to you when you sit down to create your next campaign.
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