The list of skills a marketer needs is, well, infinite. Here we are sharing some insights to improve those skills. Learn the math & science behind the metrics and analytics marketers use all the time.
Are you still guessing what millennials want? Or are you reading the numbers the right way? Here are the shopping trends and insights for marketers in 2025. This post helps you understand the Millennial Shopping Trends 2025 and decodes what they mean for brands.
According to data from Capital One Shopping and CouponFollow, millennials (born 1981–1996) now account for 28.3% of U.S. retail spending, averaging $31,256 annually — that’s 6.16% above the national average.
On the surface, that sounds like a goldmine. But what’s behind these numbers? And what do they really mean for marketers?
Where the Money Goes: More than Housing and Transport
Millennials’ biggest expenses are:
Housing: 34.4%
Transportation: 17.2%
Food: 13.3%
Have you factored in Millennial Spending Habits 2025 to understand how your product or service can fit into their lifestyle?
What This Tells Us
Housing is eating up a third of their budget — so disposable income is tight. That means every dollar spent elsewhere needs to feel valuable, justified, and meaningful.
Hybrid Shopping: Not Just a Trend — A Shift in Trust
In 2022, just 21% of millennials preferred in-store shopping.
In 2025, it’s jumped to 43%. Yet 57% still lean on online/mobile.
This shift is a key part of Millennial Shopping Preferences — they want flexibility, convenience, and trust across both channels.
What This Tells Us
Millennials are looking for experiences that bridge the gap — things like click-and-collect, live chat support, virtual try-ons, or easy returns at a nearby partner store.
If you’re an online retailer, think about how to make buying (and returning) easy, reliable, and human.
If your brand can’t build trust and confidence through your online experience, you risk losing them to brands that can.
Tech Meets Wallet: The Crypto & AI Play
54% plan to use AI for shopping
53% own cryptocurrency
42% have already made purchases with crypto
55% use “Buy Now, Pay Later” (61% among younger millennials)
Curious how Millennial Online Shopping Statistics reveal a shift towards AI and crypto-driven payments?
What This Tells Us
Millennials aren’t just chasing trends — they’re reshaping how shopping works.
AI isn’t a gimmick; it’s an expectation: think personalised recommendations, faster customer service, and smart budgeting tools that help them spend better.
Crypto, too, is shifting from hype to habit. For many, it’s not about “getting rich quick” — it’s about more control over how, where, and when they pay.
And BNPL? It’s not just about convenience. It’s a way to manage rising living costs without giving up on lifestyle — but it’s also a warning sign: debt stress is real, and loyalty can be fragile.
If your brand isn’t ready to integrate AI, offer flexible payments, or speak the language of crypto-savvy shoppers, you risk getting left behind — not because they’re techy, but because they’re using every tool to stretch their spending power.
Values Matter: Beyond Price & Product
40% prioritise eco-friendly brands
38% rate social/environmental responsibility as “very important”
58% check brand trustworthiness
49% support diversity-focused companies
Are you aligning with Millennial Retail Trends that show a growing emphasis on sustainability and ethics?
What This Tells Us
Millennials are voting with their wallets. They’re not just buying what’s cheapest — they’re buying what aligns with their beliefs. If your brand values aren’t crystal clear, you’re missing out.
Make your values visible and verifiable. Don’t just talk about sustainability — show it in your product pages, packaging, and social media.
Show proof — not just promises. Use certifications, transparent supply chain data, or even behind-the-scenes videos.
Embed values into the experience. Let customers filter products by eco-friendly tags, or feature real stories from your diverse workforce.
Social Media: The New Storefront
43% discover products via social
26% buy based on influencer recommendations
TikTok is now beating Instagram for women (26% vs. 22%)
Have you considered how Millennial Shopping Trends 2025 increasingly revolve around social discovery and influencer trust?
What This Tells Us
Social is no longer a “nice-to-have.” It’s the front door to your brand. If you’re not investing in TikTok and influencers, you’re stuck in 2019.
🚫 Boycotts: A Real Threat to Brands
42% of multinational corporations have faced boycotts — often linked to ethics, politics, or environmental issues.
Platforms like Twitter (500M daily tweets) can turn a spark into a wildfire overnight.
Boycotts don’t just hit sales — they erode long-term trust.
Hope you remember that Ola Electric’s shares dropped by 9% following a public dispute between the company’s founder and a comedian over service quality.
Want to learn more about how Millennial Consumer Behavior 2025 shapes brand loyalty — and brand risk?
What This Tells Us
Today’s brand reputation is built (or destroyed) in real-time. Millennials expect accountability. Ignore this, and your brand equity crumbles.
Stay Alert: Use social listening tools to monitor brand sentiment. Don’t wait for a trending hashtag to realise there’s a problem.
Be Ready to Respond: When controversy hits, respond fast, with transparency. A delayed response looks like avoidance.
Have a Crisis Plan: Prepare your brand to handle boycotts. Train your team on how to respond publicly and internally.
Learn from Others: Look at cases like MagicBricks and Ola Electric. Understand what they did wrong — and what they could’ve done better — so you’re not next in line.
Key Takeaways for Marketers
Think Hybrid: Don’t treat online and in-store as separate — they’re two sides of the same coin. ✅ Show Your Values: Sustainability and diversity aren’t just boxes to tick — they’re deal-breakers for millennials. Invest in Social Commerce: TikTok and influencers drive discovery and trust faster than any ad. ✅ Plan for Boycotts: Have a proactive CSR strategy. Stay transparent. Own your mistakes. Be Future-Ready: AI and crypto aren’t experiments anymore — they’re expectations.
The Bottom Line From Millennial Shopping Trends for 2025
Millennials aren’t just spending more — they’re spending smarter. They’re tech-driven, value-focused, and ready to walk away from brands that don’t get it.
If you’re still treating them like the old-school consumers of the 2000s, you’re already behind.
This is the new world of Millennial Shopping Trends 2025, and it’s time to level up.
When I first started using Google Ads, my biggest pain was attracting the wrong crowd.Are you feeling the same? You’re getting leads, but most of them are spam, job seekers, or people just fishing for prices. Not buyers. Not revenue. So, what’s going wrong? Why Google Ads Lead Quality going low?
This post will help you solve this, covering:
Why Lead Quality Matters in Google Ads
The 3-Step Framework for Better Lead Tracking
Essential Tools for Tracking Lead Quality
Optimizing Bidding Strategies for High-Quality Leads
Common Pitfalls & How to Fix Them
Beyond Search: YouTube & Performance Max for Lead Gen
The Future of Lead Tracking with AI & Automation
1. Why Lead Quality Matters in Google Ads
Google’s automated bidding systems (like Smart Bidding) rely on conversion data to optimise campaigns. If you’re feeding it junk leads—such as:
Spam calls (instant hang-ups, robocalls)
Job seekers (people applying for jobs, not buying)
Price shoppers (just asking for quotes with no intent to buy)
…then Google will keep delivering more of the same.
“If you don’t feed Google good data, it will optimise for garbage.”
Without proper lead tracking, you could be:
Wasting budget on irrelevant clicks.
Training Google’s algorithm to prioritise bad leads.
Missing real opportunities because your CRM is clogged with junk.
Garbage in = garbage out.
That’s how most ad budgets silently bleed.
2. The 5-Step Framework for Better Lead Tracking
Step 1: Run the Campaigns
Start with your usual Google Ads setup. Focus on your best-performing keywords and locations. Don’t over-automate too early.
Step 2: Track the Leads Properly
Call tracking: Only count calls longer than 60–90 seconds.
Form tracking: Use fields that qualify intent (e.g. budget, timeline).
Exclude soft conversions like “Contact Page Views” or “Get Directions.“
Step 3: Score the Leads
Inside your CRM or even a Google Sheet:
Mark every lead as hot, warm, or junk.
Use tags or notes (e.g. “job enquiry”, “price hunting”, “booked a demo”). This is the most skipped step — and the most important.
Step 4: Train Google with Quality Data
Only send back qualified leads using:
Offline Conversion Imports
Enhanced Conversions That’s how you stop Google from rewarding spam.
Step 5: Review, Optimise, Repeat
Check every week:
Where are good leads coming from?
Which keywords or placements are wasting budget? Use this insight to tweak bidding, targeting, and messaging.
3. Essential Tools for Tracking Lead Quality
📞 Call Tracking Tools
CallRail Easy-to-use call tracking with recordings, duration filters, and lead tagging. ✅ Great UI | ❌ A bit pricey for small teams
CallTrackingMetrics Advanced features with marketing + sales alignment tools. ✅ HIPAA-compliant | ❌ Slight learning curve
Google Call Reporting Free built-in call tracking in Google Ads. ✅ No extra cost | ❌ Limited filtering, no recordings
🧠 CRM & Lead Scoring Tools
HubSpot Popular CRM with automation and lead scoring built-in. ✅ Beginner-friendly | ❌ Gets expensive beyond free tier
Salesforce Enterprise-grade CRM with deep analytics and sales pipeline tracking. ✅ Scalable | ❌ Overkill for small teams
ActiveCampaign CRM + email marketing + automation in one place. ✅ Best for lean marketing teams | ❌ Not ideal for complex sales teams
🔄 Automation & Data Sync
Zapier Automate lead tagging, CRM updates, and push conversions to Google Ads. ✅ No-code integrations | ❌ Some limits on free plan
LeadsBridge Specialises in syncing CRM data back into ad platforms. ✅ Great for offline conversions | ❌ Limited CRM support on free plan
📊 Manual But Effective
Google Sheets + Tagging For small teams, just use a shared sheet with “Good / Bad” labels. ✅ Free, simple, fast | ❌ Needs discipline to maintain
Pro Tip: If you’re a small business, even a Google Sheet with ‘good’ or ‘bad’ labels can work.
4. Optimizing Bidding Strategies for High-Quality Leads
If you’re just starting out or spending under ₹2.5L ($3,000/month), don’t rush into Smart Bidding.
Google’s automated bidding needs around 30 real conversions per month to work properly.
If you don’t have that yet, Smart Bidding will guess — and it often guesses wrong.
Start with manual bidding. It gives you more control while you train Google with quality conversion data.
Once you’ve got:
Proper lead tracking in place
Enough good conversions coming in
A clear idea of your cost per lead
…then you can switch to Smart Bidding with confidence.
Watch out for Google’s nudge — it might even suggest a Target CPA like ₹3,800 ($47) per lead. That’s a sign you’re ready.
Pro Tip: Switching too early is like giving a self-driving car the wheel… before teaching it where the road is.
5. Common Pitfalls & How to Fix Them
Problem 1: Bad Call Handling
Slow response times → Missed leads.
IVR menus → High drop-off rates.
Solution:
Use live answering services (even for small businesses).
Train staff to convert competitor calls (e.g., “We’re not [Competitor], but we can help!”).
Problem 2: Tracking Useless Conversions
“Contact Us page views” ≠ a lead.
“Get Directions” clicks ≠ a conversion.
Solution:
Only track meaningful actions (calls, form fills, demos).
Problem 3: Poor Lead Follow-Up
Overnight form submissions often go unanswered.
Delayed callbacks lose hot leads.
Solution:
Prioritize morning ad spend for urgent services (e.g., plumbing).
Automate lead responses (e.g., SMS confirmations).
6. Beyond Search: YouTube & Performance Max for Lead Gen
Once your Search campaigns are solid, it’s worth testing YouTube and Performance Max to expand reach — but don’t treat them the same.
YouTube Ads: Low Budget, Big Impact
You don’t need fancy productions. In fact, simple videos work better — think drone shots, walk-throughs, or a quick testimonial from the founder.
People watch longer when the ad feels authentic, not polished to death.
✅ Use YouTube to build trust and pre-qualify leads with storytelling.
PMAX: Handle With Care
Performance Max can flood you with leads — but many of them will be spam if you’re not careful.
Use strict filters.
Don’t track soft conversions like forms or page views.
Track only high-intent actions like phone calls or booked appointments.
Pro Tip:Start PMAX only after you’ve maxed out Search. Otherwise, you’re spreading thin and risking junk leads.
7. The Future of Lead Tracking: AI & Automation
AI isn’t just a buzzword — it’s quietly changing how we handle leads.
Today, you can:
Auto-tag leads based on call transcripts using tools like
Do you think marketing is more about creativity? In my experience, it’s Not. It’s about structure and marketing automation. You can have the best illustrations, a catchy headline, even a viral reel. But if you don’t have a system that consistently brings in leads, builds trust, and converts — it’s just noise. Then what marketing actually looks like!!
1. The Hidden Truth Nobody Tweets
Most marketers still believe clever taglines and viral reels are what we want. But in a survey63 % admit their landing pages convert below 10 %. Worse, the clicks that do arrive often vanish because there is no follow‑up system. But businesses that nurture prospects with automation see a 451 % jump in qualified leads .
So the point is — automation is the engine, while design or a clever ad copy is like the paint or headline. One grabs attention. The other keeps things moving.
2. Five Pillars That Turn Chaos into a Pipeline
2.1 Content calendars: Plan It Once, Show Up Every Week
Imagine creating a spreadsheet with 200 ideas mapped 90 days out. Boring task? But it is effective.
Blogs + SEO are the best in terms of ROI for B2B brands in 2024 (HubSpot).
Consistency is what matters. When you post regularly, people start to notice, and platforms push your content more. It’s like saving a little every day — small, but it adds up.
Open a sheet, list 200 pain‑point topics, lock slots for the next 90 days.
2.2 Automation: Let Marketing Automation Do the Boring Work for You
Robots do not replace marketers; they replace forgetfulness. It’s like a water pump with an automatic timer — you don’t need to switch it on every time.
Marketing Automation takes care of the boring stuff — posting, tagging, and follow-ups — so you can focus on real work. It’s like a machine that keeps running even when you’re not around.
76 % of firms see positive ROI from automation within year one (Firework).
Automation also lifts sales productivity by 14.5 % (Oracle)
Start small. Automate simple things first — like sending a thank-you message after form submission, adding leads to your CRM, or scheduling posts in advance. Use tools like Zapier, Make, Mailchimp, or WhatsApp Business API (sequencing via Meta Business Suite is so effective).
You don’t need to know coding — just set it once and let it run. Focus on building a system that works even when you’re not online.
2.3 Your Ads Should Bring Leads, Not Just Likes
It’s easy to get excited by likes, shares, and nice comments — the so-calledvanity metrics. But if your ad isn’t bringing in sign-ups, demo bookings, or real revenue — thesanity metrics — then it’s not doing its job.
Most brands run video ads hoping people will like, share, or maybe remember them. Headway, an EdTech company from Ukraine, did the opposite. They used AI to create many short video ads — but each one had a clear goal: get people to subscribe.
As a rule of thumb: If your ad report can’t tell you “₹1 in, ₹X out,” stop running it. Ads should be treated like investments, not billboards. Whether it’s Google, Meta, or YouTube — always ask: “What action do I want the viewer to take?”
But here’s the catch. Even if your ad is good, it’s your landing page that decides whether people will take that action.
👉 Want better results? Fix these four things on your landing page:
Headline: It should solve a real problem (e.g., “Get faster crop loans without paperwork” is better than “Welcome to AgriFinance”).
Proof: Show reviews, client logos, or a testimonial video — and place it right on top, not hidden below.
Form: Keep it short, and make sure it’s easy to fill on a mobile screen.
Speed: If your page loads in 1 second, it converts 3x better than one that takes 5 seconds. Use tools like PageSpeed Insights or GTmetrix to check.
2.5 CRM: Don’t Give Up on Cold Leads
Most people think a lead is lost once they go silent. But silence doesn’t always mean ‘not interested’ — sometimes it means ‘not now’, or ‘still unsure’. Many leads don’t need a reminder that you exist. They need a message that makes them feel like you understand where they are in their journey. That’s the real trigger — relevance, not presence.
That’s exactly what Porch Group Media did for a retail brand. They ran a simple win-back email campaign, not with discounts or pressure, but with friendly messages like “Still thinking about it?” or “Need help deciding?”
The result? 29% of inactive customers came back. That’s nearly 1 in 3 cold leads reactivated with just a few well-timed emails.
But here’s the smarter part — they didn’t send the same email to everyone. They used lead scoring.
👉 Here’s how it works:
Cold leads (no activity in 30–60 days): Nurture them with light, value-based emails
Warm leads (opened recent emails or clicked pricing): Invite them for a call or offer a limited-time deal
Hot leads (booked demo, replied, or asked questions): Pass them straight to sales
Once your CRM is set up to track and tag these behaviours, your team will stop wasting time on dead leads — and focus on the ones most likely to buy.
Creatio Dashboard for Marketing Automation
In fact, companies that properly use a CRM report 29% higher revenue on average.
So if you have 100 old leads sitting idle, don’t delete them. Just talk to them differently based on where they are. That’s how structure brings in sales — even from silence.
$18 billion is lost annually in logistics delays—yet most companies don’t invest in AI-powered visibility. Why? It’s not ignorance it’s unawareness. This content marketing case study is focussing here.
Having a great product isn’t enough—it’s also about how well you communicate it. Many supply chain tech companies struggle to attract the right audience because they focus only on sales, not on educating potential customers.
Let’s take Portcast as an example. It provides AI-powered shipment tracking and predictive visibility, helping businesses reduce delays and optimise supply chains.
But can Portcast grow even faster with content marketing? How can it beat competitors like GoComet, Shippeo and ViseWise? and what steps can turn its website traffic into real business growth?
1.Evaluate Current SEO & Inbound Marketing Performance
In this marketing case study first we are going to understand what’s the current strength of Portcast considering its digital marketing phase. Portcast has built a strong presence in the logistics tech space, and it ranks for high-value keywords; much of its traffic comes from container tracking pages rather than content-driven searches. Let’s break this down.
1.1 Top-Performing Pages: Tracking Pages Drive Most Traffic
Portcast’s highest-ranking pages are for container tracking, these pages drive the most traffic, but it is a missed opportunity because tracking pages may not convert well into leads.
Competitors like ViseWise, GoComet and SeaRates combine tracking with conversion-focused content, giving them an edge in turning visitors into customers.
✔ Simple, instant tracking – Users enter the tracking number and immediately see results. ✔ Minimal friction – No requirement to book a call, register, or provide emails. ✔ Trust-building content – Performance data (on-time arrival, delay trends, CO₂ emissions) gives added value. ✔ SEO-friendly structure – The H1, H2, and body include the exact keyword match (“Wan Hai container tracking”), making it easier for Google to understand.
✅ GoComet (Conversion-Focused Content)
✔ Optimised for search intent – Uses frequent exact match keywords (H1, H2, meta, and body). ✔ Addresses user concerns – Includes FAQs on tracking, shipping schedules, and delays. ✔ Trust-building elements – CO₂ emission reports, carrier performance metrics, and service details. ✔ Internal linking – Links to related shipping carriers (CMA CGM, Maersk, ONE, etc.) to increase user retention.
1.2. Keyword Rankings: High-Value Searches But No Supporting Content
Portcast appears on Google’s first page for valuable keywords like:
However, the content on these ranking pages is weak compared to competitors like Shippeo and Windward, who provide detailed guides and industry insights.
Portcast’s lack of structured content makes it vulnerable—competitors can overtake these rankings with better-optimised content.
1.3. Traffic Trends: Declining Visits Across Key Markets
This decline suggests that Portcast’s search demand is shifting. It needs to update and expand its content to capture more inbound traffic.
1.4. Missed Commercial Opportunities: No PPC Campaigns
Portcast isn’t running Google Ads for keywords like “real-time container tracking” or “supply chain tracking solutions.” Meanwhile, competitors likely capture potential leads through PPC campaigns.
Google Ads from Pole Star
To grow faster, Portcast must invest in SEO, content, and paid marketing like the competitors do.
2.Why Competitors Ranks Higher for Container Tracking & How Portcast Can Improve
To understand this, for our marketing case study purpose, I am choosing ViseWise as a competitor since they are one of the best performers in content marketing in this domain. Portcast has strong domain authority (DA 25 vs. Visiwise’s DA 20), yet Visiwise still ranks higher for “CMA CGM container tracking” and similar searches.
Here’s why:
2.1. Exact Match Keyword Optimization (Better On-Page SEO)
What Visiwise Does Well: ✅ Optimised for exact-match keywords like “CMA CGM container tracking” in H1, H2, metadata, and throughout the content. ✅ Uses variations like “Track CMA CGM Containers” & “CMA CGM Bill of Lading” for semantic relevance. ✅ CTA Says “Track Container” .
ViseWise Tracking page
Portcast’s Weakness: ❌ Content focuses more on visibility platforms & booking calls, diluting relevance for container tracking searches. Even CTA saying “Get Started” make users feel overwhelming.
Portcast Tracking Page
💡 Solution: Portcast should focus on keywords (at least for high traffic keywords) by naturally placing “CMA CGM container tracking” in headings, metadata, and body content.
2.2. User Intent Alignment (Better UX)
What Visiwise Does Well: ✅ Instant tracking results—users can enter a container number immediately. ✅ Focuses on solving user intent quickly, reducing friction.
Portcast’s Weakness: ❌ Forces users to give a business email and call booking before tracking, adding unnecessary friction. ❌ Google prefers pages that solve search intent efficiently—requiring a signup first may increase bounce rates.
💡 Solution: Remove barriers—allow direct tracking without requiring signups or meetings.
Imagine this—you just want to check the gold price, but the jewellery store owner insists you fill out a form, provide your email, and schedule a call before revealing the rate. Frustrating, right? Most people would walk away. Inform the rate, make him a frequent visitor, build trust—that might be a better approach.
2.3. Internal Linking & Navigation
What Visiwise Does Well: ✅ Clear tracking navigation—separate sections for Container, Booking, and Bill of Lading. ✅ Each container prefix (e.g., CMAU) has a dedicated page, creating more indexed pages for better SEO.
Portcast’s Weakness: ❌ Tracking mixed with sales CTAs, making navigation less intuitive. ❌ No dedicated pages for container prefixes, reducing SEO visibility.
💡 Solution: Improve internal linking by: 1️⃣ Creating separate pages for each container prefix. 2️⃣ Structuring tracking navigation better (Container, BL, Booking).
2.4. Internal Linking & Navigation
What Visiwise Does Well: ✅ Clear tracking navigation—separate sections for Container, Booking, and Bill of Lading. ✅ Each container prefix (e.g., CMAU) has a dedicated page, creating more indexed pages for better SEO.
Portcast’s Weakness: ❌ Tracking mixed with sales CTAs, making navigation less intuitive. ❌ No dedicated pages for container prefixes, reducing SEO visibility.
💡 Solution: Improve internal linking by: 1️⃣ Creating separate pages for each container prefix. 2️⃣ Structuring tracking navigation better (Container, BL, Booking).
3.How Portcast Can Convert Backlink Strength into Higher Rankings
In content Marketing case studies, we shouldn’t miss backlinks. In my analysis, Backlinks are one of the biggest strengths Portcast hold, for example visewise with 9,076 no-follow links out of 50,000 total backlinks has a no-follow percentage of 18.15%. But portcast has 637 no-follow links out of 975,210 total backlinks, making their no-follow percentage only 0.07%.
Visiwise organic traffic (50k Max limit)Portcast Organic Traffic (30K Max limit)
Google prioritises quality over quantity when evaluating backlinks. Spammy links from random blogs, forums, and article directories (like Visiwise has) can be flagged as manipulative—even resulting in Google penalties in extreme cases. But high-authority, organic links from reputable sources build long-term credibility and trust.
Comparison: Portcast vs Visiwise
1️⃣ Strengthening Commercial Pages with Strategic Backlinks
📌 Problem:
Most of Portcast’s backlinks point to its homepage or blog, while high-intent pages (like tracking and solutions pages) remain weak in link equity.
Competitors like Visiwise have high backlinks specifically pointing to tracking pages, boosting their authority for transactional searches.
2️⃣ Create Content That Attracts Natural, High-Quality Links
📌 Problem:
Portcast’s blog lacks evergreen content and is mostly news-driven (e.g., tariff updates, funding news, port strikes). This will fade away easily.
Competitors dominate high-intent searches with detailed, structured, evergreen content. In the below table you can see better consistency in VisiWise and better strategic content.
VisiWise vs Portcast (Visiwise publish at least 1 per week)
✅ Solution:
Publish high-value, long-form blogs on supply chain topics that naturally attract backlinks from logistics websites.
Examples of high-impact content topics:
“How to Cut Shipping Delays by 30% with Predictive ETA”
“Hidden Costs of Shipment Delays: How to Save Millions”
A Comparison of Leading Maritime Visibility Solutions (Positioning Portcast as an industry leader)
Case Studies & Whitepapers:
Detailed case studies on how Portcast helped businesses reduce delays or optimise supply chains can generate natural links from industry sources.
Comparative & Data-Backed Reports:
Reports like “Top 10 Shipping Hubs with the Worst Delays” can attract organic media coverage.
3️⃣ Make Content Distribution More Strategic
📌 Problem:
Portcast’s LinkedIn engagement is weak (<1 post per week, minimal interactions).
Competitors drive traffic through consistent thought leadership posts, blog promotions, and partnerships.
✅ Solution:
Turn blogs into LinkedIn content formats:
Short, insight-driven posts summarising key blog takeaways.
Industry news commentary linking back to Portcast’s reports.
Host LinkedIn webinars or live Q&A sessions with supply chain experts.
4. Optimising Portcast for Growth: Core Web Vitals, Lead Generation & CRO, and Performance Metrics
Portcast has a strong foundation in SEO and authority, but to truly scale, it must focus on page speed, conversion rate optimisation (CRO), and measurable performance metrics. Let’s break down the key areas of improvement and how they can unlock higher rankings, better conversions, and faster business growth.
1️⃣ Core Web Vitals Optimisation: Enhancing User Experience & SEO
Why it Matters: Google prioritises fast, stable, and responsive websites in rankings. Portcast’s LCP (9.4s) is too high and needs urgent fixes.
📌 Key Issues & Fixes:
✅ Largest Contentful Paint (LCP) is 9.4s (should be under 2.5s) → Optimise images, enable lazy loading, and reduce third-party scripts. ✅ First Contentful Paint (FCP) is 3.7s (should be under 2s) → Reduce JavaScript execution time and improve caching. ✅ Time to First Byte (TTFB) is 2.4s → Implement server-side caching & use a CDN for faster response times. ✅ Total Blocking Time (TBT) is 1,630ms (should be under 200ms) → Minify JavaScript and defer unnecessary scripts. ✅ Cumulative Layout Shift (CLS) is 0.017 (Good, but can improve) → Ensure images have defined dimensions and avoid late-loading elements.
🔑 Outcome: Faster pages = higher SEO rankings, lower bounce rates, and improved UX.
2️⃣ Lead Generation & CRO (Conversion Rate Optimisation)
Why it Matters: Portcast gets traffic but has friction in lead capture. The goal is to convert more visitors into customers.
📌 Key Opportunities for CRO:
✅ Reduce Lead Capture Barriers: Right now, tracking requires a “Book a Meeting” step. Allow instant tracking before requesting details. This will boost SEO rankings as lower bounce rates and better user experience contribute to improved search performance.
Instead of forcing users to book a meeting before tracking, Portcast can incentivise them to share their WhatsApp number as part of their journey once they complete tracking.A pop-up like “Want Real-Time Updates on Your Shipment? Get Instant Alerts on WhatsApp!”
✅ A/B Test Landing Page Elements: Compare different CTA placements, button colours, and form lengths to optimise conversions.
✅ Live Chat for Instant Engagement: Add a live chat assistant to capture leads before they exit or integrate tools like SalesIQ and optimise page
🔑 Outcome: More inbound leads, higher engagement, and reduced bounce rates.
5. What Digital Marketers Can Learn from This Marketing Case Study
In this content marketing case study the strategies we’ve discussed—SEO, content marketing, backlinks, UX, and CRO—aren’t limited to logistics tech. Whether you’re marketing an e-commerce brand, a SaaS startup, or a local business, the same principles apply.
🔹 Optimise for user intent, not just rankings. 🔹 Build backlinks naturally, not through shortcuts. 🔹 Make every visitor’s journey smooth—from discovery to conversion.
For Portcast, fixing these gaps could mean outranking competitors and scaling faster. For digital marketers, mastering these strategies means staying ahead in any industry.
Li Keqiang was a provincial Communist Party chief, he shed light on the challenges of accurately assessing China’s economic state. In a world driven by glossy economic reports and iron fist politics, Li candidly acknowledged the limitations GDP figures like GDP. He famously referred to them as “man-made” and instead relied on three other tangible indicators. How is this related to marketing?
Li Keqiang /Source: BBC
Li highlighted three metrics he personally relied on to gauge economic activity:
Electricity Consumption: A real-time reflection of industrial and household activity.
Rail Cargo Volume: A measure of the movement of goods across the country.
Bank Loans Disbursed: A proxy for financial activity and business confidence.
Li’s approach resonated with economists globally because it stripped away the noise and focused on what actually drives an economy. His metrics told the story GDP couldn’t—what was happening on the ground, in real time.
What Can Marketing Teams Learn from Li Keqiang?
Marketing is no different from economics. We, too, get lost in vanity metrics—traffic, impressions, or followers—without asking what they really mean. We should look into Sanity metrics.
Sanity metrics are the numbers that actually matter to your business. Things like leads generated, demos booked, sales closed, or revenue earned.
They show whether your marketing is working — not just making noise.
Unlike vanity metrics (likes, views, followers), sanity metrics are tied to outcomes, not attention. If it doesn’t move the business forward, it’s not a sanity metric.
Inspired by Li’s tangible approach, here’s how marketers can build their own “Li Keqiang Index” for measuring growth, which are actually sanity metrics:
Just as rail cargo reflects goods in motion, retention shows the health of your customer base.
Are you keeping customers engaged and coming back? Growth isn’t just acquisition—it’s how much value you retain.
2️⃣ Revenue per Marketing Dollar = Marketing’s Electricity Consumption
Electricity powers economies, just as marketing spend powers growth. But are you generating enough value for every dollar spent?
This metric ensures you’re not just consuming energy—you’re converting it into meaningful outcomes.
3️⃣ Lead-to-Customer Conversion Rate = Marketing’s Bank Loans
Bank loans signal business confidence. Similarly, conversion rates reveal how effectively you turn leads into paying customers.
It’s the ultimate measure of how well your campaigns connect with the right audience.
TakewayFrom His Mysterious Death
Li Keqiang’s genius was in simplifying complexity. He found metrics that revealed the truth rather than relying on numbers designed to impress. In marketing, we must do the same. Focus less on vanity metrics and more on indicators that reflect actual growth, trust, and efficiency.
Because in the end, whether it’s running a country or a marketing campaign, the goal is the same: find the truth, act on it, and grow sustainably.
People gathering to remember Li
Li Keqiang’s death in 2023 reminded the world of his uncommon honesty in a political system often cloaked in opacity.
His willingness to challenge convention and rely on practical metrics left a lasting impression, not just in politics but across industries.
Do you ever wonder why your digital marketing campaigns aren’t converting the way you expect? Have you noticed your customers browsing but not buying? Or maybe your emails aren’t getting the attention they deserve? It’s frustrating, isn’t it? The good news is, there’s a way to change that. By understanding how people really think and make decisions, you can tap into the power of behavioural economics to influence their actions.
In this blog, we’ll explore simple but effective strategies you can use to boost engagement and drive more conversions. Ready to find out how? Let’s dive in.
Introduction to Behavioural Economics
Behavioural economics explores the psychological factors that influence economic decisions. For example, why do you instinctively pick a particular brand of coffee at the supermarket, even when there’s a cheaper option right next to it? It could be because you’ve seen that brand everywhere—on billboards, TV, and in your favourite influencer’s post. You start to trust it more without even realising it.
Unlike traditional economics, which assumes that individuals always make rational choices, behavioural economics acknowledges that humans are often irrational and influenced by cognitive biases.
Key Principles of Behavioural Economics
1. Loss Aversion:
Loss aversion means people feel more pain from losing something than the happiness they get from gaining something of the same value.
For example, losing ₹100 will upset you more than finding ₹100 would make you happy!
Agoda: “Only One Left” is an example of LoA
Amazon makes excellent use of loss aversion in its lightning deals. By showing how much a customer could save if they purchase before it ends, Amazon creates a sense of urgency, making the fear of missing out on savings a powerful motivator for action. Similarly, Agoda use the same with hotel bookings.
This tactic plays on customers’ reluctance to lose a perceived deal rather than simply gaining a discount. This tactic reinforces the idea that waiting means losing out.
2. Social Proof
Social proof is when people copy what others are doing because they think it must be the right choice.
For example, if you see a restaurant packed with people, you’re more likely to believe the food is good and want to eat there too!
Agoda: “14 Booked today” is an example of social proof
Agoda leverages social proof by showing how many people booked the same hotel or how many left. This creates a sense of urgency and validation, encouraging users to book quickly to avoid missing out.
The presence of real-time data (“14 people booked this property today“) reinforces trust, especially in uncertain situations like choosing accommodation in a new location.
3. Anchoring Effect
The anchoring effect happens when you rely too much on the first piece of information you see, which affects your later decisions.
For example, if a shirt is marked as originally ₹2,000 but now priced at ₹1,000, you think it’s a great deal because your mind compares it to the higher price first.
Agoda showing 2929 and then showing 2231 is an example of anchoring
When browsing hotels on Agoda, you might see a price listed as ₹2,929, then see it crossed out with a new price of ₹2,231. This makes you feel like you’re getting a significant discount because your mind compares the new price to the higher, original price first.
The higher-priced listings were used as anchors, making subsequent deals seem more affordable by comparison. This method subtly influenced consumers’ perception of value, making them more likely to purchase.
4. Framing Effect
The framing effect happens when the way information is presented changes your decision-making.
For example, people are more likely to choose a snack advertised as ‘90% fat-free’ rather than one labelled ‘only 10% fat,’ even though both mean the same thing.
Example of Framing
Food products and insurance companies use this effect regularly. A health insurance company might highlight that ‘90% of claims are settled with their care’ rather than mentioning that ‘10% are not settled,’ making their service seem more reliable and positive. The catch is that in 1000 people, 100 claims were denied 🙁
5. Decoy Effect
The decoy effect occurs when an additional option is introduced to make another choice more attractive.
For example, if you’re choosing between two coffee sizes—small for ₹100 and large for ₹200—but then they add a medium option for ₹180, you’re more likely to pick the large one because it now seems like a better deal compared to the medium.
Hostinger: Decoy Effect example
Hostinger effectively uses the decoy effect with its four-tiered pricing plan:
₹69 for the basic plan, ₹149 for a more feature-rich option, ₹249 for even more benefits, ₹699 for the enterprise-level plan.
Here, the ₹249 plan acts as a decoy. It makes the ₹149 plan seem like the best value because it’s more affordable than the higher-priced plans while offering sufficient features. This strategy subtly pushes customers towards the ₹149 plan, increasing its sales, much like how The Economist used the decoy effect to boost subscriptions.
6. Priming
Priming is when exposure to one stimulus influences how you respond to another, even if you’re unaware of it.
For example, red is often associated with urgency, danger, or importance, which can prompt quicker action or attention.
Example for use of Priming in Agoda
Agoda uses priming by highlighting certain areas in different colours, such as when it shows a red or orange banner with the message “This property is in high demand.” This subtle visual cue primes users to perceive urgency and scarcity, encouraging them to act quickly to avoid missing out.
Next time, when you browse Agoda go through the colour differences, you will understand this better.
7. Endowment Effect
The endowment effect means people value something more highly simply because they own it.
For instance, Volkswagen cleverly uses the endowment effect with their “Free Range” test drive experience. They let potential buyers take a VW for an extended test drive, even overnight.
Free rage test drive is an example of Endowment Effect
Once you’ve driven the car, parked it in your driveway, and experienced how it fits into your daily life, it starts to feel like it’s already yours. This emotional attachment makes it harder to give up the car, increasing the likelihood that you’ll buy it.
By making the test drive more personal and less confined, Volkswagen taps into this psychological principle to boost sales.
FAQs about Leveraging Behavioural Economics in Digital Marketing
What is behavioural economics?
Behavioural economics is a field that combines insights from psychology and economics to understand how people make decisions. It acknowledges that humans are often irrational and influenced by cognitive biases.
How can loss aversion be used in digital marketing?
Loss aversion can be used in digital marketing by highlighting what consumers stand to lose if they do not take action. This can be achieved through limited-time offers, free trials, and emphasising the benefits they would miss out on.
What is social proof and how can it be leveraged?
Social proof is the tendency of people to follow the actions of others. It can be leveraged in digital marketing through customer testimonials, user-generated content, and influencer partnerships to build credibility and trust.
How does the anchoring effect influence consumer decisions?
The anchoring effect influences consumer decisions by providing an initial reference point that affects subsequent judgements. In digital marketing, this can be used by displaying original prices alongside discounted prices or presenting high-value products first.
Can behavioural economics principles be applied to all types of digital marketing?
Yes, behavioural economics principles can be applied to various types of digital marketing, including email marketing, content marketing, and website design. By understanding and leveraging these principles, marketers can influence consumer behaviour and drive conversions.
By integrating the principles of behavioral economics into your digital marketing strategies, you can better understand and influence consumer behavior, ultimately driving higher engagement and conversion rates.
How to utilise the power of storytelling in content marketing to engage audiences, foster emotional connections, and drive conversions. Let’s elevate the content marketing strategies today!
Storytelling has long been a powerful tool for human communication, but its significance in content marketing has surged in recent years. By weaving compelling narratives, brands can engage audiences, foster emotional connections, and ultimately drive conversions. In this article, we will explore how storytelling can elevate your content marketing strategy, providing practical insights and examples.
Key Takeaways
Engagement: Storytelling captivates audiences, making your content more engaging and memorable.
Conversions: Well-told stories can drive conversions by aligning your brand’s message with the audience’s values and needs.
Why Storytelling Matters in Content Marketing
In a world inundated with content, capturing and retaining audience attention is increasingly challenging. Storytelling offers a solution by transforming mundane information into captivating narratives. Here’s why it matters:
Enhanced Engagement
Stories are inherently more engaging than straightforward facts or figures. They draw readers in, making your content more likely to be consumed and shared. This increased engagement can lead to higher traffic and better SEO performance.
Humans are emotional beings, and stories have the power to evoke emotions. By tapping into these emotions, brands can create deeper connections with their audience. This emotional bond can lead to increased trust and loyalty.
Cadbury Ad with Emotional Connection
Clear Messaging
Stories can simplify complex ideas, making them easier to understand and remember. This clarity is crucial in content marketing, where the goal is often to communicate a brand’s message or value proposition effectively.
TATA Tea Ad
The Elements of a Compelling Story
To harness the power of storytelling in your content marketing, it’s essential to understand the key elements that make a story compelling.
Relatable Characters
Characters are the heart of any story. In content marketing, these characters could be your customers, employees, or even the brand itself. The key is to make them relatable so that your audience can see themselves in the narrative.
HDFC Ad: Example of using Relatable Characters
HDFC Life’s “Bounce Back” campaign tells the story of real people who have faced challenges and overcome them with the help of financial planning. These characters, who could be anyone from a middle-class family man to a single mother, are relatable because they reflect the struggles and aspirations of HDFC Life’s target audience.
Conflict and Resolution
A good story involves conflict and resolution. This structure keeps the audience engaged and provides a sense of satisfaction when the conflict is resolved. In marketing, the conflict could be a problem that your product or service solves.
For example, Google’s “Reunion” campaign in India told the emotional story of two elderly friends separated during the Partition of India and Pakistan. The conflict was their long separation and the emotional pain it caused. The resolution came when their grandchildren used Google to reunite them.
Emotional Appeal
As mentioned earlier, emotions play a crucial role in storytelling. Whether it’s joy, sadness, fear, or excitement, evoking emotions can make your story more impactful and memorable.
Authenticity is key to building trust. Your stories should be genuine and reflect the true values and mission of your brand. Authentic stories resonate more with audiences and build long-term loyalty.
Tanishq’s “Ekatvam” campaign focused on authentic storytelling by showcasing real stories of diversity and unity in India. The campaign featured different communities and traditions coming together in celebration, reflecting Tanishq’s commitment to inclusivity and authenticity.
Techniques for Effective Storytelling in Content Marketing
Now that we understand the importance and elements of storytelling, let’s see some techniques to incorporate it into your content marketing strategy:
Use Customer Testimonials
Customer testimonials are powerful because they provide real-life examples of how your product or service has made a difference. These stories can be written, video-recorded, or even shared on social media.
Create a Brand Narrative
A brand narrative is a cohesive story that encapsulates your brand’s history, mission, and values. This narrative should be consistently reflected across all your marketing channels to create a unified brand image.
Nike’s “Find Your Greatness” campaign is a prime example of creating a cohesive brand narrative that reflects the company’s history, mission, and values.
The campaign was built around the idea that greatness is not reserved for elite athletes but is something everyone can achieve in their own way. This narrative aligns with Nike’s long-standing mission to inspire and enable every athlete (with “athlete” being defined as anyone with a body).
Leverage Visual Storytelling
Visual elements can enhance your storytelling efforts. Use images, videos, infographics, and other visual content to support your narrative and make it more engaging.
Idea advertisement
Incorporate User-Generated Content
Encourage your audience to share their own stories related to your brand. User-generated content not only provides fresh perspectives but also builds a sense of community and authenticity.
Utilize Data Storytelling
Data can be dry and uninteresting on its own, but when presented as part of a story, it becomes much more compelling. Use data storytelling to highlight trends, demonstrate value, and support your narrative with evidence.
Case Studies: Brands Excelling in Storytelling
To illustrate the power of storytelling in content marketing, let’s look at some brands that excel in this area:
Nike
Nike’s “Just Do It” campaign goes beyond simply showing products; it tells stories that connect with people’s emotions. By focusing on athletes who overcome challenges, Nike isn’t just selling shoes but promoting a mindset of determination.
This way, customers feel inspired and motivated, which creates a strong emotional bond. People are not just buying a product; they are buying into the idea of being a part of a community that values hard work and success. This connection is what helps in driving sales because people feel like they’re supporting something bigger.
Airbnb
Airbnb’s strategy is all about sharing personal stories from both hosts and guests. These stories highlight unique experiences, making each stay feel special and different from staying in a regular hotel.
When people read these stories, they connect emotionally with the idea of being part of a larger, more personal experience. This emotional connection encourages people to choose Airbnb over traditional options because it feels like a more meaningful choice. By focusing on these real-life stories, Airbnb successfully converts interest into bookings.
Coca-Cola
Coca-Cola’s “Share a Coke” campaign is a great example of how personal stories can drive sales. By replacing the logo with popular names, Coca-Cola encouraged people to share a Coke with someone special.
This simple idea made each bottle feel personal and meaningful, which connected with people’s emotions. When people shared their stories online, it further spread the campaign’s reach. This emotional connection made people more likely to buy Coke, not just as a drink but as a way to share special moments. This approach significantly boosted sales by turning a simple purchase into a personal story.
Measuring the Impact of Storytelling
To ensure that your storytelling efforts are effective, it’s important to measure their impact. Here are some metrics to consider:
Engagement Metrics
Track metrics such as time spent on page, social shares, and comments to gauge how well your stories are engaging your audience.
Emotional Response
Use surveys, feedback forms, or social listening tools to assess the emotional impact of your stories. Positive emotional responses can indicate strong storytelling.
Conversion Rates
Ultimately, the goal of content marketing is to drive conversions. Monitor your conversion rates to see if your storytelling efforts are translating into tangible results.
Brand Sentiment
Analyze brand sentiment through social media monitoring and customer feedback. Positive sentiment can be a sign that your storytelling is resonating well with your audience.
Integrating Storytelling Across Channels
For storytelling to be truly effective, it should be integrated across all your marketing channels. Here’s how you can do it:
Website
Your website is the hub of your online presence. Use it to share your brand narrative, customer testimonials, and other stories that highlight your value.
Social Media
Social media platforms are ideal for sharing short, engaging stories. Use a mix of text, images, and videos to capture your audience’s attention and encourage interaction.
Email Marketing
Incorporate storytelling into your email campaigns to make them more engaging. Share customer success stories, behind-the-scenes looks, and other narratives that add value to your emails.
Content Marketing
Your blog, whitepapers, and other content marketing efforts should all reflect your storytelling strategy. Use these platforms to dive deeper into your stories and provide valuable insights to your audience.
Storytelling in content marketing helps to engage audiences, foster emotional connections, and simplify complex messages, ultimately driving conversions and building brand loyalty.
Who is a true leader? How to identify a true-leader? It’s difficult to answer. But let me introduce you to the concept of a pseudo-leader, which will help you with “How Not to Select a Leader”.
A True Leader Need not be Aberrant all the Time
Many people think that good leadership is about handling crises and dramatic actions. But this is a misconception. True leadership is actually about who follows; prevention is better than cure. That means preventing problems before they arise. It’s not just about reacting to issues; it’s about planning and making sure that problems don’t happen in the first place.
Lee Kuan Yew or Hugo Chavez?
Imagine you are choosing a leader for a country. Will you pick Lee Kuan Yew or Hugo Chavez?
Hugo Chavez
I believe many of you might not have heard about Lee Kuan Yew and there are high chances you might pick Chavez because many believe Chavez is one of the best communist leaders, and he transformed Venezuela into a prosperous country, and when he died, the country collapsed.
His leadership was marked by effective management and long-term strategic planning. On the other hand, Hugo Chavez of Venezuela, whose tenure was filled with dramatic actions and bold declarations, Chavez’s leadership included controversial economic policies and nationalisations that, despite their initial popularity, eventually led to significant economic instability and hardship for the country.
This tendency to prefer dramatic stories or excitements is what I call the “action fallacy.”
The Action Fallacy: Excitement vs. Effectiveness
Let’s look at the leadership styles of Steve Jobs and Tim Cook at Apple. Steve Jobs is known for his dramatic leadership and visionary ideas that brought Apple back from the brink of failure.
Tim cook and Steve Jobs
His bold moves, like launching the iPhone and iPad, were revolutionary and are often celebrated. Jobs’ style was full of excitement and innovation, but it also came with a lot of risks and high-profile product failures like the Apple Newton.
A Leadership without Fans
On the other hand, Tim Cook, who took over as CEO after Jobs, is known for his calm and steady leadership. Cook focuses on operational efficiency and careful planning. Under his leadership, Apple has not only continued to release successful products but also improved its supply chain, increased sustainability efforts, and maintained a consistent growth trajectory.
Cook’s approach might not be as dramatic as Jobs’, but his meticulous planning and risk management have made Apple one of the most valuable companies in the world.
Image Credit: Statista
Unfortunately, world is not celebrating Tim cook as the way it celebrating Steve Jobs’ leadership.
In business, this focus on the “action fallacy” has negative effects. Because of this, we often promote leaders who seem to be taking action, rather than those who work quietly to prevent problems. This means we might be rewarding the wrong kind of leadership, which can lead to more issues in the future.
Finding a clear-cut real-world example of the Action Fallacy from business world can be tricky. Let me explain why.
Be Careful Before Labelling Action-Fallacy
Hindsight Bias: Looking back at events, it’s easy to see where preventive measures could have been taken. However, judging past leaders based solely on this knowledge can be misleading. They might have been operating with limited information at the time.
Complexity of Leadership: Leadership involves a multitude of factors beyond crisis management. A leader who seems to fall victim to the Action Fallacy might actually be strong in other areas like team building or strategic vision.
However, let me choose a closer example for you.
How General Electric Collapsed Because of Action Fallacy
Jack Welch, one of the most celebrated corporate chieftains of his time, spent the last few years of his life regretting what he believed was the most important decision of his career:
Welch was swayed by Immelt’s charm, political skills, and polished demeanour. Immelt, a former Dartmouth offensive tackle and Harvard Business School graduate, seemed to embody the dynamic and bold leader GE needed.
During the selection process, Immelt’s confident and aggressive approach stood out. Whenever Immelt met with Welch, he was in overdrive, showcasing his ability to take bold actions and make quick decisions. His high-profile initiatives and assertive style made him appear as a proactive leader who could steer GE through challenging times.
Despite warnings from some board members who believed Jim McNerney would be a better choice, Welch was captivated by Immelt’s dynamic persona.
Immelt took over as CEO just days before the September 11 attacks in 2001. His tenure was marked by several critical mistakes that significantly impacted GE’s fortunes. Despite his high-profile initiatives and aggressive strategies, many of his decisions backfired:
How Immelt’s Action Fallacy Spoiled GE
Selling NBC Universal: Immelt sold GE’s majority stake in NBC Universal, including its television network and Hollywood studio, too cheaply. This decision was made in panic during the financial crisis, leading to significant financial losses for GE.
Overpaying for Acquisitions: Immelt made several high-cost acquisitions that did not yield the expected returns. These acquisitions strained GE’s finances and did not contribute to the company’s growth as intended.
Image credit: Fortune & Bloomberg
Dismantling GE Capital: GE Capital was a highly profitable yet risky part of GE’s business. Immelt dismantled it but failed to replace its lost earnings, which hurt GE’s overall profitability.
Ignoring Talent: Immelt was known for his “know-it-all” attitude, as described by Welch. This attitude drove away talented executives who felt unheard and undervalued. His inability to listen and collaborate effectively led to a loss of valuable leadership within the company.
Under Immelt’s leadership, GE’s market value plummeted. By the time he stepped down, GE had lost over $150 billion in market value. Today, GE has been reduced to a shadow of its former self, it split into three separate companies. The finalisation of the split occurred on April 2, 2024.
Redefine Leadership
We need to rethink our idea of what makes a good leader. We should celebrate leaders who are good at preventing crises, not just those who react to them.
This means recognising the importance of “boring management” – the unglamorous work of planning, process building, and team building. This is where true leadership lies.
Instead of focusing on dramatic actions and crisis management, we should value leaders who work quietly and effectively to prevent problems before they arise.
For founders looking to identify true leaders, it’s important to look beyond charisma and bold actions. Pay attention to candidates who demonstrate strong planning and risk management skills.
Look for individuals who have a track record of building efficient processes and fostering team collaboration. Ask about their experiences in preventing issues rather than just handling crises.
True leaders are those who ensure stability and long-term success through careful, steady work. Recognising and promoting these qualities can help create a more resilient and effective organisation.
This Is my answer for how to Identify a True Leader.
Building a successful startup is no small thing. It’s not just about having a super cool idea or disruptive technology. It’s about the people who drive these first thoughts forward. I believe most freshers from Tier 2 colleges dream of joining a super startup team, considering the amount of learning and exponential growth. But if you don’t have the following three qualities, your expectations and reality may not match well. And many have this question in mind; How do I start working in startup? Let’s see what those three key qualities are that go beyond the obvious skills and qualifications.
1️⃣ Optimism: The Power of Positive Thinking
Most startups operate with uncertainties and challenges. From securing funding to developing a minimum viable product, the journey is fraught with obstacles. In such an environment, having team members who are optimists can be incredibly valuable. Optimists believe in the mission and are confident that the team can overcome any hurdles.
Does it work? Look at Airbnb
Consider the early days of Airbnb. The founders faced numerous rejections and financial difficulties. However, their optimism kept them going. They believed in their vision of transforming the way people travel.
How to Demonstrate Your Optimism During Interviews
During interviews, highlight instances where your optimism led to positive outcomes. You could talk about a project that seemed doomed but succeeded because you and your team maintained a positive outlook and kept pushing forward.
For example, “in one of my previous organisations, when I suggested adding Amazon business as a channel for sales, everyone rejected it since the business is highly dependent on offline markets and distributors, and it would spoil the chain and demand. But what I observed was that there were a lot of government exam aspirants outside Kerala, and we couldn’t deliver books at ease since our distribution channels were only in Kerala and a few metro cities.
Finally, I was able to convince the team with my analysis and data on the serviceable market. In just 5 months, our Amazon sales reached 60% of the offline domestic sales.”
2️⃣ Idea Generation: The Innovators
Startups need new ideas to stay ahead. As a job seeker, being someone who can think outside the box and come up with new ideas is very valuable. If you are not someone who can think outside the box, the exposure that you are going to get will be limited, and eventually the growth will be limited as well.
Start-ups move on two things: investments and disruptive ideas. If it’s depending only on money, fuel will be over soon, and it will impact your career. But if every individual can come up with cost-effective or disruptive ideas and action items, start-ups attract more money, and it will help you in your career. So observe whether the start-up has enough idea generators and rational thinkers, or are you the one? Idea generators see opportunities where others see problems and can come up with creative solutions that keep the company moving forward.
However, they noticed that users were more interested in sharing photos. One of their team members suggested focusing on the photo-sharing feature. This idea led to the creation of Instagram, which became a massive success and was later acquired by Facebook for $1 billion.
Are you an outside-the-box thinker? A start-up ecosystem is best for you. Because you can’t suggest an idea and get it done at a massive firm like Apple or Amazon.
How to Demonstrate Your Innovative Thinking During Interviews
Show your creativity and willingness to suggest new ideas. Talk about a time when you introduced a new concept that significantly helped your previous company or project.
For example, you might say, “In my previous job, I suggested a reverse psychology approach for email marketing: instead of saying we are good, we send mail with subject lines, we don’t have anything special for you, you don’t have to open this if you are busy, etc. And suddenly, our open rate became 40%. This not only increased our engagement rates but also made our users feel more connected to our brand, where we are genuine and transparent.”
3️⃣ “Will You Figure It Out?” Spirit: The Problem Solvers
Startups face many unexpected problems. Your KPIs may change frequently; out of the blue, the team may scrap a project and start a new project from scratch, which may require a new set of skills.
In simple words, a start-up is exactly like a mischievous child; it’s not easy to predict what he will do next. As a job seeker, having a “will figure it out” spirit means you don’t get discouraged by setbacks. Instead, you see these challenges as chances to find solutions and keep moving forward.
So, if you have that “Will Figure It Out” or “This Time Shall Pass” attitude, you are going to be noticed by the team, and people will find a leader in you. Your growth will be faster than you expect.
Despite their efforts, the game struggled to gain traction in the competitive gaming market. Instead of giving up, the team noticed that their internal communication tool, which they had built to collaborate on Glitch, was incredibly effective.
Glitch game sign up page
Recognising the potential of this tool, Butterfield and his team decided to change their business focus entirely. They repurposed their internal communication platform into a standalone product, which became Slack. Think about the team; all of a sudden, you are moving from gaming to SaaS. But the team had a different mindset that they would figure it out, and that helped them achieve the objective faster.
The new idea penetrated the market very quickly and disrupted workplace communication by offering a user-friendly interface, seamless integration with other software, and a way to organise conversations into channels.
How to Demonstrate Your Problem-Solving Skills During Interviews
In interviews, talk about times when you faced big challenges but found ways to overcome them. Show how you solve problems and stay calm under pressure.
For example, you could say, “During a critical project, our main supplier suddenly shut down. I quickly found other local suppliers, negotiated terms, and I figured out an opprtunity with an upper-hand of negotitation, revamped our existing model of 2-3 suppliers to 24 small suppliers, and used a CRM dashboard to coordinate, and kept our production on schedule, saving the project and meeting our deadline.”
4️⃣ “I’ve Got It” Attitude: The Ownership Mindset
In large companies, it’s common to hear, “That’s not my department.” However, startups need a different approach. They grow when employees take ownership of problems, no matter their job title.
You might be a sales manager, but you should be willing to do a user survey, call customers, and close sales if a team member is on leave. As a manager, you may be required to do 50% of the work as a tele-caller and the rest 50% of supporting the team for their dependencies.
This adaptable “I’ve got it” attitude ensures that issues are handled quickly and efficiently, pushing the startup towards success.
He worked with the design team, learning about user experience and interface design. He spent many late nights testing different designs and getting feedback from early users. His hands-on approach and willingness to step out of his role made the UI much better.
This change made Dropbox more appealing to users, and the user base grew quickly. Arash’s “I’ve got it” attitude solved a big problem and set a good example for the team, encouraging everyone to take ownership of issues.
How to Demonstrate Your Ownership Attitude
In interviews, talk about times when you took initiative outside of your usual responsibilities.
For example, you might say, “In my last job, I saw that our project management tool was confusing the team. Even though it wasn’t my job, I researched better tools, organised meetings, and got feedback. I then helped implement a new tool that improved our workflow and made us more productive.”
This shows your commitment to the team’s success. You prove that you’re ready to tackle challenges and help the startup grow, no matter what your job title says.
In Nutshell
Joining a startup means becoming part of a dynamic and often unpredictable environment. By demonstrating optimism, generating innovative ideas, showing a “will figure it out” spirit, and having an “I’ve got it” attitude, you can stand out as a valuable asset to any super startup team. Remember, it’s not just about your skills and experience; it’s about how you approach challenges and contribute to the team’s success.
Additional Tips for Job Seekers
Showcase Communication Skills: While these qualities are crucial, don’t forget the basics. Good communication is key for any team.
Research the company: Understand the startup’s mission and values. Align your responses to show that you are a good cultural fit.
Be Ready to Adapt: Startups change rapidly. Show that you are flexible and open to evolving with the company.
By focusing on these qualities, you can increase your chances of landing a role in a super startup team and contributing to its success.
Effective digital marketing doesn’t require a massive budget; it requires strategic thinking. Let me share some key strategies to maximise impact without breaking your marketing budget. These budget-friendly digital marketing strategies are based on the trends and tools from 2024.
Insta/livlovlealib
Content Strategies
1️⃣ Develop Resonant Content
Develop content that resonates with your target audience and addresses their needs. This will drive organic traffic, enhance your online visibility, and improve your SEO.
Leverage organic tactics. For example, create a blog to establish thought leadership and improve your SEO. Elevate this further by repurposing this content in different formats.
2️⃣ Leverage Existing Content
Turn existing blog posts into a captivating video or an engaging eBook. This saves precious time and extends your content’s reach. Producing valuable content that addresses pain points and offers solutions builds trust. Creating content designed to address each stage of the buyer’s journey removes concerns and ultimately drives higher quality leads.
Data-Driven Strategies
1️⃣ Leverage Customer Data
Use the data you already have to better understand your customers. Analyse their behaviour, preferences, and feedback to optimise their website experience. Personalised experiences lead to higher engagement and conversions.
Regularly monitor traffic, bounce rates, conversion rates, and Customer Acquisition Cost (CAC). Utilise these datapoints to reallocate resources effectively. For example, revise high-bounce content or amend calls-to-action to improve engagement and conversions. Test one element at a time for methodical progress and clearer learnings.
Free and Low-Cost Tools
1️⃣ Utilise Free Tools for E-Commerce
For e-commerce businesses, take advantage of free tools like Google My Business, Meta Commerce, and Microsoft Bing Shopping. These platforms can help increase your online presence without additional costs.
2️⃣ SEO
There are many strategies and tactics you can do on your own to uplevel your website to appear on page 1 of Google. Make sure all your headings consist of keywords to optimise your page ranking. Google can read words; it cannot read images, so adding a weekly blog or podcast to your repertoire is one of the best things you can do for your SEO.
Improving your website’s search engine ranking can be done without spending money by using free SEO tools. Google Search Console is a must-have tool that helps you keep an eye on your site’s performance in Google Search results, showing you how to fix any issues.
Another useful tool is Google Analytics (GA4), which tracks your website traffic and user actions, giving you a clear picture of how visitors use your site.
For finding good keywords, Ubersuggest provides detailed data on keyword volume, competition, and suggestions, making it easier to choose the best keywords to target. These tools offer a solid base for boosting your site’s SEO without any cost.
When it comes to a tight budget, try email marketing. Don’t underestimate your existing database. Segment your audiences and create tailored content curated for them.
Implement email marketing campaigns with tailored content. Personalised emails that offer value to the recipient can significantly boost open and click-through rates, fostering customer loyalty and driving sales.
Mailchimp offers a free plan that allows you to send up to 10,000 emails per month to a list of up to 2,000 subscribers. This tool provides a user-friendly interface, customisable email templates, and advanced analytics to track your campaign performance. Mailchimp also offers features like A/B testing and automation to help you optimise your email marketing efforts.
Brevo (previously known as Sendinblue) free plan lets you send up to 300 emails per day to an unlimited number of subscribers. It includes features like email design tools, automation workflows, and detailed reporting. Brevo also offers SMS marketing and CRM capabilities, making it a versatile choice for small businesses.
MailWarm is a free tool designed to help improve your email deliverability by gradually increasing your email sending volume. This tool is perfect for new email accounts or those with a low sender reputation. By slowly building up your email volume, you can avoid being flagged as spam and ensure that your messages reach your recipients’ inboxes.
Warmbox is another excellent tool for warming up your email address. It automatically engages with your emails, marking them as important and moving them out of the spam folder. This interaction helps improve your sender reputation and ensures higher deliverability rates for your future email campaigns.
Hunter’s Email Verifier tool is free and helps you clean your email list by verifying the validity of email addresses. This ensures that you are sending emails to real, active accounts, which can improve your deliverability rates and reduce the risk of being marked as spam.
ZeroBounce offers a free plan that allows you to verify up to 100 email addresses per month. This tool helps you remove invalid email addresses, catch-all domains, and spam traps from your list. By maintaining a clean email list, you can improve your sender reputation and achieve higher engagement rates.
Social Media
1️⃣ Consistency on Social Media
Consistency on social media is the perfect strategy to implement inside your business with the least amount of investment and a thousand percent payback. Instagram alone has 2.3 billion monthly active users. Imagine if you can reach and capitalise on 1% of that audience? Would you be able to service them? Chances are, probably not.
2️⃣ Meta Ads
Incorporating low-cost, high-reach tactics such as Meta Ads can help drive brand awareness and traffic. Try influencer marketing as well, where you can collaborate with industry experts. Partner and cross-promote – it’s a win for everyone.
Testing and Optimisation
Use previous campaign data or A/B test on a small budget to determine what works best for your audience. Continuous testing and optimisation will save your marketing budget significantly.
1️⃣ Regular SEO Review
Reviewing and improving website SEO on a regular basis will increase website views and ensure the business stays front of mind and top of search engine result lists.
Ensure your site is user-friendly and fast. A user-friendly site means that it’s easy to navigate, with clear menus and links that guide users to the information they need. A fast website loads quickly, which is important because slow-loading pages can frustrate visitors and cause them to leave.
Engagement rate is a key metric that shows how well users are interacting with your site. Aim for an engagement rate above 60%, which means that the majority of your visitors are finding your content useful and engaging. High engagement rates often lead to better conversion rates, as engaged users are more likely to take desired actions, such as making a purchase or signing up for a newsletter.
Using analytics tools is key to making informed decisions about your digital marketing efforts. One of the best free tools available is Google Analytics aka GA4. It helps you track and understand how visitors interact with your website. You can see where your traffic is coming from, what pages are popular, and how long people stay on your site.
Set KPIs and regularly compare performance. For example, you might set KPIs for website traffic, bounce rate, conversion rate, and average session duration.
By consistently monitoring these metrics, you can make data-driven decisions to optimise your marketing efforts. For example, if you notice a high bounce rate on a particular page, you can investigate and make necessary changes to improve user experience and engagement.
Through creativity, planning, and effective measurement, businesses with limited budgets can achieve impressive results.
