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How To Raise Your Brand’s Voice on Issues That Matter



How To Raise Your Brand's Voice on Issues That Matter

The words and actions of brands — including yours — matter. Politics and other areas of our culture are becoming more polarized. When you are authentic about your values and causes, you can build loyalty with your audience.

Not voicing an opinion could even hurt a brand’s credibility. According to a recent study by Sprout Social, 70% of consumers surveyed believe it’s important for brands to take a stand on social and political issues. In that same survey, more than 60% thought brands had the power to reach large audiences and create real change.

60% of surveyed consumers say brands have the power to reach large audiences and create real changes, according to a @SproutSocial study via @ahaval @CMIContent. Click To Tweet

How to know when to weigh in

Your organization needs to acknowledge every issue. To decide when to make a statement or speak up against injustice, your leadership team reflect on these questions:

  • Who are we as a brand? Does this issue intersect with our vision or brand mission statement? Is this an important topic, and can we make a meaningful statement? Will we demonstrate to our audience that we are accountable for our stance?
  • What do our customers and employees expect from us? Are consumers asking or commenting about our brand and the issue? Do our employees want us to take a position?
  • What do we stand for? What are our company’s core values? Does it make sense for us to say something or stay silent on this issue?
  • What will our silence say? A brand’s silence can speak more than a statement. Consider what saying nothing may signify.
  • Who should say something? In general, the CEO or leader of the organization should make a statement. In the Sprout Social study, 56% said it’s important for CEOs to take a stand on public issues. But if individuals from marginalized communities or people personally affected by an issue work for your organization, consider encouraging them to share their stories or giving them a voice as well.

Before jumping in on a social or political issue, brand leadership should reflect and ask what happens if we stay silent, says @ahaval @CMIContent. Click To Tweet


How to engage with your audience about social issues

When you opt to weigh in on a social or political issue, follow these tips to connect with your audience and learn from brands doing it well.

1. Be unique in your messaging

When Martin Luther King Jr. Day rolls around every January, brands predictably trot out some version of his “I have a dream” message on their social media to commemorate and pay homage. Unfortunately, that messaging has become so overused it barely resonates.


Before taking the obvious route, question whether you can message with impact. Be thoughtful and share with vulnerability to deepen your connection with loyal customers.

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Example: This year, Ben & Jerry’s made Martin Luther King Jr. Day count. In an Instagram post, they discussed how diluted Dr. King’s message had become.

The company dove into some of King’s lesser-known quotes. They explain how his message wasn’t just against racism but also poverty and war. In a blog post, they describe point by point how the U.S. is failing to fulfill King’s vision.

Ben & Jerry’s took that extra step to explain how they think King’s message relates to today’s injustices, making it clear where they stand on those issues. Some of their followers may not like this message, but others are likely to forge a deeper connection with the brand because of it.

2. Make the message meaningful to your brand

Do you want to release a statement about a cause that aligns with your brand’s value? Stop. Take a step back. Figure out how to say something in the most meaningful way possible. How does this cause intersect with your brand? Acknowledging that connection will make a stronger impact.

Don’t just release a statement about a cause that aligns with your brand’s value. Say something in the most meaningful way possible, says @ahaval @CMIContent. Click To Tweet

Example: helps people discover and research names for their children. When they posted in support of Black Lives Matter, they tied it directly to their brand. The post was a list of names of Black people who died at the hands of police titled Say Their Names. And for a gut punch, they pointed out each of those people was someone’s baby. Reflecting on how parents lovingly selected their children’s names and the tragedies that unfolded was heart-wrenching.

Click to enlarge

3. Be accountable to your audience

It’s one thing to say your company fights for a cause, but it’s even better to show how your company is doing it. And if your brand contributes to a societal problem, acknowledge what your organization is doing to combat it. Show your audience you care and are working toward change.

Example: Anheuser-Bush is the world’s largest beer company and maker of iconic brands such as Budweiser, Corona, and Michelob. They (obviously) sell alcohol and want to increase sales. But they also donate money and launch programs that fight alcohol misuse (including drunk driving, underage drinking, and binge drinking).


The company launched Global Smart Drinking Goals, a set of programs and initiatives focused on shifting social norms, consumer behaviors, and their organization’s business practices to reduce harmful alcohol use.

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Their plan includes investing $1 billion in social responsibility marketing campaigns around alcohol and ensuring no- or lower-alcohol products represent 20% of their global beer volume sales by 2025. They also created an internal Alcohol Literacy Training Program to educate colleagues on responsible drinking. Each of their goals has clear deadlines and ways to measure whether or not they’re accomplished, a key part of being accountable.

It may seem counterintuitive for an alcoholic beverage company to even acknowledge alcohol misuse, let alone shine a light on the cause. But through those actions, Anheuser-Bush creates trust and connection with their consumers. As their CEO Michael Doukeris said in a webinar at Harvard Kennedy School’s Mossavar-Rahmani Center for Business and Government, “There was a time in which companies could develop their businesses in isolation from what happens in society. That time has gone. We need to see ourselves as part of society, with all the benefits and all the problems.”

4. Provide resources to support the causes

Once you decide to make a statement about a cause, think about going deeper. Consider providing resources or support to people affected by your cause. These contributions can make your message even more impactful.

Example: Oreo celebrated LGBTQ+ Pride Month by hosting a sweepstakes, giving away boxes of colorful Oreos in the formation of various pride flags.

What they did next is where they had a real impact. They partnered with PFLAG, an organization for LGBTQ+ people, their parents, friends, and allies, to create a series of Instagram posts. The posts give better response choices to the ones many LGBTQ+ individuals traditionally receive when they come out. In one post, the words “Are you sure?” are replaced with “I’m so proud of you.”

Oreo also links to PFLAG’s Instagram channel, where people can find more resources to support their LGBTQ+ loved ones.

5. Don’t think you have to be political to take a stand

In our polarized political landscape, some think when brands stand up for a social cause, they are making a political statement. But that doesn’t have to be the case. Organizations can focus on making a difference in causes that don’t fall on a particular side of the political spectrum.

Example: More than 600 hospitals have partnered with Vot-ER, which helps people visiting ERs or health-care institutions register to vote. These health-care organizations don’t affect which way people eventually vote. They’re just helping people have a say in democracy.

6. Make statements your audience cares about

You don’t have to take a stand for every issue. It’s up to your leadership team to determine which issues are important to the brand — and your audience. Use your personas to see if the issue resonates with your audience. Of course, some problems are so critical that even if some consumers don’t agree with your position, it’s worth adding your voice to the cause anyway.


Example: Patagonia asked its social media followers to participate when the U.S. Forest Service opened public comment on restoring the Alaska Roadless Rule to protect the Tongass National Forest. Reinstating the rule would support wildlife, tribal sovereignty, and carbon sequestration in the largest temperate rainforest on Earth.

It makes sense that Patagonia supported this initiative. The company is known for caring about the environment and fighting climate change. The people who purchase their products enjoy time in nature and likely care about saving the planet.

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7. Think long term

Don’t be one-and-done about your social cause. Before making a statement or posting about a cause on social media, think about how you will support this cause or fight this injustice long term. Maybe you want to make recurring donations to designated charities? Or commit to revamping your organization’s hiring and promotion practices? Or perhaps it’s time to offer internal training? By taking action, consumers will see the dedication and intentions behind the words your brand put out.

Don’t be one-and-done about your #social cause. Think about how you will support this cause long term, says @ahaval @CMIContent. Click To Tweet

Example: Many companies spoke out against racial injustice during the Black Lives Matter racial reckoning of 2020. Two years later, Pepsi is still fighting inequality. The beverage company launched a racial equality journey initiative and committed to a five-year plan. Pepsi set aside $400 million for this initiative. Their efforts include making their workforce more diverse by recruiting potential candidates from historically Black colleges and universities (HBCUs). They continue to promote their partnership with HBCUs and invest in the Black community in multiple ways.


Implementing a good decision in a great way

Finding the right way to make a statement can feel like walking a fine line. But with deep thought, internal discussions, and assessing the unique contributions your organization can make, brands may be poised to help make the world a better place.

Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit this March in San Diego. Browse the schedule or register today. Use the code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute


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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools



Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

The lives of enterprises are growing increasingly tough as people’s lifestyles change. People are increasingly turning to internet retailers to meet their needs, resulting in increased market rivalry.

Continuous conversion funnel and conversion rate optimization have become critical for the successful functioning of online enterprises, which is no longer as simple as it may appear.

Don’t worry, you can learn how to perform this optimization procedure quickly and easily with the help of heatmap tools in the sections below.

A few words about the conversion funnel

The conversion funnel depicts the journey from a casual visitor to a paying customer. Consider it a funnel or filter through which all of your visitors pass, with just the consumers emerging at the other end.

It’s vital to remember that just 4-9% of your visitors will make it to the end of the funnel on average, so don’t be alarmed if your measures reveal that you have considerably fewer customers than visitors. This is very normal.

There are three parts of the conversion funnel:

However, various tactics must be used in each part. It makes no difference whether you use a top-down or bottom-up marketing strategy or analytic procedure.


If you don’t take these factors into consideration, you’ve already committed the most basic mistake in the optimization process.

You can find a different segment in each stage.

Simple visitors are found in the top funnel. They may have arrived with the goal of making a purchase, but they could also want to read your blog post. Of course, even if they didn’t mean to, you want them to purchase from you.

Because this stage comprises a huge number of people, you must pay special care to pique their interest and establish confidence. You risk failing at the first hurdle if you don’t examine these variables.

People that are interested in your goods and are familiar with you and your purpose are generally present in the middle part. This is one of the most difficult assignments since it has the highest chance of failure.

Information retrieval is frequently the most important aspect of this stage of the conversion funnel. Your prospective clients will compare you to your competition and seek reviews and information.

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People that wish to buy your goods are in the bottom funnel. They have already made a choice, nevertheless, a terrible action might cause them to reconsider.

Here, strive for genuineness. You must structure everything so that potential purchasers are not put off from making a purchase.


But how you can optimize these stages? What analytics tool do you have to use and how?

Let’s see the answer.

Heatmap tools in the optimization process

Let’s take a look at how it works in practice now that we’ve gone over the basic components and functionalities.

Continuous measuring is a necessary aspect of the procedure. Unfortunately, the procedure cannot be carried out successfully without it.

When you think about analytics, you probably think of a big chart or a lot of statistics, but you’ll need a far more creative and efficient approach here. Heatmaps are a good way to do this.

Heatmap analysis is a method for determining how effective a website is. You may use heatmaps to see how your visitors interact with your website, which subpages they visit, and which buttons they click.

Warm colors indicate high-performing areas of your website, whereas cold colors indicate low-performing elements. If you want to optimize your conversion funnel, you’ll need this information.


But, because you’re probably curious about how heatmap tools may be used in the optimization process, let’s get right in.

Upper funnel part

You must reach three elements at the top of the funnel:

  • A structure that is visible
  • Content of high quality
  • Personal information

Let’s get this party started. You must offer your website a clear structure in order for your visitors to spend more time on it and not depart after a few seconds.

We suggest that you examine the most popular portions of your website with heatmaps and then put each of the key subpages accordingly. This is significant because you may post them in a location where your visitors will be likely to locate them.

Also, keep in mind that these visitors will most likely arrive at your landing page first. You must only list subpages that are relevant to the upper funnel group.

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Using heatmaps to discover these might also be a useful approach to do so since the analysis will reveal which pages you visit frequently. You can rely on this information.

You should disclose as much information about yourself as possible at this point of the conversion funnel. You should be able to tell who you are, what your aim is, and what you’re dealing with right away on the landing page.

By doing so, you establish trust and assist your visitors in becoming prospective clients from the start. But where should you store this data?

Don’t worry, a heatmap will tell you all you need to know.


When it comes to optimizing your upper funnel, one last thing to think about is displaying high-quality content. Based on the facts you provide, visitors may figure out what you’re doing and how you evaluate your items. But how can they be sure it’s true?

Share some blog post data about you and your items on your landing page to give your visitors the impression that you’re speaking the truth.

If you don’t want this to happen, create a subpage on your blog where your readers may find these articles.

Feel free to utilize a heatmap to assist you to put this as well, since this will allow you to place your blog’s subpage in the best possible location.

As you can see, improving the top of your conversion funnel is a quite involved procedure. However, don’t panic you’ve already completed the most difficult of the three sections.

Middle funnel part

The deeper down the conversion funnel you go, the more specialized work you’ll have to undertake. This implies that while the number of jobs you have will reduce, you will have to cope with an increasing number of them.

Visitors have already turned into prospective consumers by the time they reach the middle stage. In this step, the most crucial thing is to persuade them to buy your goods.

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In this instance, there are two little things you should keep in mind:

  • Your products’ location
  • Building a foundation of trust

Use heatmap tools to make some basic analysis before you cut into it.

Determine which of your items is the most popular. Put these items or services near the top of your subpage so that potential purchasers don’t have to scroll too far to locate them.

We have the items and have been provided everything we need to purchase them. What may the issue be?

The danger. When making purchases, keep in mind that this influence is constantly there.

Make a scroll heatmap analysis of your website and put customer reviews depending on the measurement to remove this.

The scroll heatmap displays how long customers spend scrolling across your website, allowing you to strategically post reviews. This will lower the perceived risk and make it easier for your goods to be added to the cart.

Lower funnel part

Your product is already in the cart at the bottom of the funnel. The only thing that separates a potential buyer from being a buyer is this one stage. What kind of issue might arise?

If a potential buyer refuses to buy or cannot pay, the response is straightforward.

In the study of the cart, the use of heatmap tools is quite important. Examine how your customers utilize your cart, where they frequently click, and what they do.


Based on this data, you can set the payment CTA in the appropriate location and provide a clear, safe structure to your cart. If you want your conversion funnel to be well-optimized, these criteria are critical.

Also, make sure to include cash-on-delivery, as some consumers are still wary of online payment methods.


Heatmap tools are used throughout the conversion funnel optimization process, as you can see. Do not begin the procedure in any way unless you have this tool.

Other measuring methods, such as session replays, can, of course, be used in addition to a heatmap. This can also improve process efficiency.

We hope we can help.

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