MARKETING

What Services Should I Offer As a Copywriter?

Published

1 year ago

December 25, 2022

What Services Should I Offer As a Copywriter?

Copywriters are a rare breed of freelancer. Not only do we have extensive knowledge of marketing but we geek out on the principles of human psychology, and have a flair for the written word in a way that allows us to sell in a cool and sophisticated way…

And because of that… we tend to sort of be good at… a lot of things? Or at least that’s what your clients probably think.

If you think about it, sometimes the actual role of a copywriter can get a little fuzzy at times. With clients expecting you to act as a copywriter one day, a content writer the next day, and a full-blown marketing strategist the day after that!

So the question is this: where do you draw the line?

As a copywriter, what jobs should you actually be doing?

Well, the great thing about being a freelance copywriter is that you can offer whatever you want… or don’t want to do!

When I started my business I often offered additional services above and beyond copywriting to get my foot in the door. Today, any clients who hire my agency get copy and consulting, that’s it.

So while your goal might be to get to a point where ALL you do is write words in documents and send them over to your clients, it’s entirely possible to expand your job scope to gain experience and build client relationships.

So in this article I’m going to be breaking down the common roles and responsibilities that a copywriter fulfills, BUT I’m also going to share the additional services that you can take on as a copywriter…

To not only better serve your clients, but to also put more of dat money in your pocket!

Hey Posse, it’s Alex! Coming at ya this week with another blog by request!

My DMs are typically full of messages from my community and I often get asked these TWO questions…

The first typically comes from people who haven’t taken the plunge into copywriting just yet, and are wondering what exactly it is that a copywriter does…

And the second comes from relatively new copywriters who are dealing with clients that expect them to be a jack-of-all-trades, and they’re wondering what exactly they should be doing…

So if you fall into one of those two categories… then leave me a comment up below, because this blog is for YOU.

And if you’re new to the crew – WELCOME! I put out a new marketing, copywriting, or mindset blog every single week. So leave your email below to get more articles like this one.

So if you’ve ever wondered what a copywriter actually DOES or what freelancing services you can offer clients as a beginner copywriter, here are 16 ways you can start making more money in your business.

Take out a pen and paper, and get ready to write down the ones you vibe with the most. And if you’re a business owner, looking to hire a copywriter – then I’m going to share you with my Copywriter Job Description—to make your search for a copywriter as easy (and seamless) as possible.
Ok I’ve broken these services down into 3 categories, and the first is, of course…

1. Copywriting Services

Okay, so this first category is the list of services that actually fall under a copywriter’s job description (in my opinion). This is what savvy clients, who actually understand what you do, may expect you to do for them.

Now before you get too overwhelmed with the list I’m about to go over, please keep in mind that this is YOUR copywriting business. And you DO NOT have to offer all of these assets if you don’t want to.
Ads

This can include digital ads like the ones you see on Google, Facebook, and Instagram, video ads like you see right here on YouTube, or even printed ads that you might see in Newspapers and on Flyers.

The main purpose of digital ads, of course, is to get a CLICK. Now with ads (all forms of copywriting actually), it’s very important to remember that your headline, and the first few sentences of text, are the MOST IMPORTANT THING to get right.

Because in the age of ‘the scroll’ you simply have to master the art of crafting compelling hooks. All great ads grab attention with a powerful hook.

Email Marketing

Yep, it’s exactly what it sounds like. Emails sent to a list of subscribers with the sole purpose of marketing something – although great email campaigns should also add a lot of value and focus on building rapport with the list.

So depending on your client’s needs, they may ask you for different types of emails like autoresponders, an indoctrination sequence, sales emails, content emails, affiliate emails or re-engagement emails—as a copywriter you can add all of these to your list of services…

BUT as a copywriter, your job is to only WRITE these emails. You do not need to be the one to load these emails into your client’s email sending software unless you WANT TO. I have never offered this to a client because it’s tedious and technical and you never want to be the one that actually sends an email draft to the entire list.

Landing Pages

It’s like a sales page… but WAY shorter and used for the main purpose of lead generation. So if the #1 job of your ad is to convert eyeballs into clicks, the #1 job of a landing page is to convert more clicks into leads. You want to motivate & inspire a prospect to enter their information (typically first name and email) in exchange for a “Free High-Value Promise” or what is more commonly called a lead magnet.

Sales Pages

And the BIG ONE. This is what I like to call your moneymaker… because not only is this the page that’s going to make your clients the most money and profit in their business…

But it’s the page that’ll get YOU paid the most money to write!

The copywriting magic needed to turn prospects into paying customers is where persuasion, psychology, and major writing swagger come into play.

In my opinion, ALL copywriters need to master this skill—it’s what sets us apart from other content writers.

Now if you’re a copywriter or business owner, looking to write a high-converting Sales Page that will get you paid, and keep clients and prospects coming back to you for more and more…. and more. Then make sure to check out my 5 Day Write & Ignite Challenge, where I teach you the exact proven sales page formula that I personally use in multi-million dollar launches.

Home Pages & Website Copy

This is what I refer to as branding copy or authority copy! While conversions are still important on your main homepage, your brand message is EVERYTHING. Your home page is the first thing that people see when visiting your website so you gotta make a great first impression! The goal of a Homepage is simple: to create trust, build authority, and offer next steps.

About Pages

With more and more audiences seeking out products, coaches, and businesses that share their same values, well-written About Pages are a great opportunity to share a brand’s story, vision, mission, philosophy, and what makes them different.

It’s your way of answering the question – yeah, but who are you… really?

As a copywriter, you can offer this a service to any client that doesn’t already have an About Page OR you can offer to revamp any About Pages that are dull and less than inspiring.

And – in case you were wondering – your job as the copywriter is to simply write these pages (same with landing pages, sales pages, and websites) and not actually BUILD them.

Promotional Videos & Video Sales Letters

Remember what I’ve been saying over and over again to you guys?! VIDEO IS THE FUTURE!

In fact, 87% of video marketers say that video gives them a positive return on investment. So it’s safe to say that… yes. Video marketing is indeed where it’s at! Says the girl who spends HOURS making video content every week.

Promotional videos are used for the purpose of promoting a specific marketing initiative, event, or product. They are typically short, sweet, and to the point. The copy part of promo videos will include the video’s titles, subtitles, any copy that’s used as visual elements throughout the video, and of course the SCRIPT.

And it’s important to remember that although copy is only PART of what makes a great promo video, up to 85% of Facebook videos are watched without sound. So making sure that the copy you have in your video subtitles is essential in boosting your conversions.

Another type of video marketing that requires copywriting skills is VSLs – or video sales letters! Video sales letters are similar to written sales letters except they are written scripts, rather than a written page.

Again, your job as the copywriter is to simply WRITE the video scripts and ancillary copy – not actually produce the videos!

Product Descriptions

Product descriptions refer to that short little blurb of text that describes what a product is, what it does, and WHY someone should buy it. It’s incredibly common in e-commerce stores where copy space for products is limited.

But a common mistake that I see made ALL of the time is a boring product description that just… describes the product. You know, all features and no benefits.

Great product descriptions need to go deeper than the boring left-brain need-to-know stuff.

You want customers to read your product description and think… Wow now that’s cool/interesting/unique/smart/funny! I gotta get it!

Alright that covers the bases of copywriting services. Now let’s move onto a different service package you can consider offering for your clients…

2. Content Writing

As a professional copywriter, you’ll find that A LOT of businesses will ask you to do some content writing for them as well…

And just like picking and choosing your copywriting services, you can and should use your own discretion on whether or not you will offer content writing for your clients as well.

While copywriting is the art of crafting words for the sole purpose of conversion… Content writing focuses more on engagement, education, and brand awareness.

And there are various forms of content writing that you can choose to include in your services, but I’m just going to cover the 5 big ones that will be most beneficial to your clients…

Social Media Captions

Social Media is a HUGE part of most brands and businesses’ marketing strategies these days, and if it’s not already, then it definitely should be.

Because Social Media is where the majority of the population is hanging out on a day-to-day basis.

Globally, over 3.6 billion people use social media… and that number is expected to increase to 4.4 billion by the year 2025.

And handling your client’s social media captions and content is a great way to get your foot in the door with a client that you really want to work with. Just remember that the main purpose of social media is to connect and engage with the audience… So you should always be providing value in the form of either education, entertainment, or inspiration.

Blog Posts

I mean come on… everyone knows the power of blogging. Blogs are one of the best ways to get ranked in Google searches and optimize your SEO. But the thing is… most busy business owners just don’t have the time (or energy ) to pump out blog posts on a consistent basis.

And that’s where YOU can step up and offer your services. As a minimum, you could offer at least 1 blog post a week, and of course, go up from there!

Newsletters

These are the weekly, bi-weekly, or monthly emails that get sent out to a list of subscribers. The purpose isn’t to sell or promote anything directly, but rather to build rapport, trust, and credibility. And most importantly, CREATE A SENSE OF COMMUNITY.

Because one thing is for certain in this day-and-age… customers don’t stick around with brands that they don’t feel connected to on some level. So if your clients don’t already send out consistent content-rich newsletters to their mailing list, then they are missing out on a huge opportunity to cultivate a loyal following – and BOOM – guess who can help them out with that?….

Content Videos

Content videos are a MASSIVE way to build a loyal following and brand. I know because I grew my entire business with content videos!

And yes, like promotional videos, all content videos start out as a script or, at the very least, a loose outline! Because even though they are personal and conversational, you still want to make sure your content videos are informative and valuable and follow a framework!

Not to mention the need to craft compelling headlines and convince viewers to watch, like, and subscribe.
So as a copywriter, you can absolutely offer content video scripts to your list of services!

SEO

Aka search engine optimization. Essentially, SEO is focused on improving the visibility of your website by getting it to rank higher in search engines.

Now, this is something that I get asked ALL of the time… Alex, do I NEED to know SEO as a conversion copywriter?

And the answer is no…

I mean I straight-up tell my clients that I’m not an expert in SEO. I literally know nothing about it except the general basics of how it works. And it’s not something that interests me enough to study and become a master at.

So I always recommend that my clients work with an SEO specialist if they are looking to optimize their websites in that way.

But, but BUT… that doesn’t mean you can’t add SEO to your list of services if you know what you’re doing!

SEO copywriting is common in particular industries and niches so do your research and find out if it’s something you WANT to consider mastering.

I mean, killer SEO strategies with high-converting copy sounds like a winning combination if you ask me.

So if you want to take things one step further and add SEO onto your list of services that you offer to clients, you definitely can.

But you’ll want to make sure that you know more than “just the basics” if you’re calling yourself an SEO specialist.

The good news is, the best SEO secret in the world is to write copy and content that is valuable, creates authority, and gets people to stay and engage with your page or website – which as a copywriter you’ll already know how to do. Alright, now the 3rd category of services you could offer is…

3. Marketing Support

If you REALLY want to beef up your packages (and the money you have coming in), you may want to consider offering marketing services to your clients as well.

Offering additional marketing support can make you invaluable to your clients because they’re basically getting a unicorn – someone who can write, strategize and implement.

Of course, there’s a whole slew of services that you could offer under this category… but let’s just cover the basic 3 that most copywriters could easily transition into offering.

Community Management

A major part of writing in business comes down to communicating with followers, subscribers, and customers via email, membership sites and social media. Customer support was the first role I had at Mindvalley so if you’re looking to get your foot in the door with a brand you’d LOVE to write copy for, why not offer community management as a service to showcase your writing ability?

Funnel-Building

If you have a more technical flair and you’re familiar with online tools like GrooveFunnels, ClickFunnels, Kajabi, or others, you can add funnel-building to your list of services! This is essentially CREATING the pages and sales funnels you are writing. This can be a highly valuable service that will save your clients from having to hire someone else OR spend hours doing it themselves.

Marketing Consulting

This is something you might start to offer after you’ve been in the game for a while, and have developed a pretty solid understanding of the world of marketing.

A marketing consultant is an advisor and strategies who works with companies to create and design marketing campaigns.

As a marketing consultant, you could help to create detailed marketing plans, determine a business’s marketing message, and identify the right marketing mix to most effectively get your client’s message out to the masses.

Remember, as a copywriter, you really are the best of both worlds… word nerd meets marketing master.

So pick and choose the services that resonate the most with you.

And never forget the value you bring to the table.

Related Topics:Copywriter Offer services

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Ecommerce evolution: Blurring the lines between B2B and B2C

Published

8 hours ago

April 18, 2024

Entireweb News Bot

Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

What’s driving this change?

Ever increasing customer expectations

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”

If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.

Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.

What’s next?

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:

Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
Monitor and evaluate your convergence efforts, and adapt and improve them as needed.

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.

MARKETING

Streamlining Processes for Increased Efficiency and Results

Published

1 day ago

April 18, 2024

Entireweb News Bot

Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.

This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

MARKETING

Will Google Buy HubSpot? | Content Marketing Institute

Published

2 days ago

April 17, 2024

Entireweb News Bot

Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:

Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?

At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.

What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?

It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute