Upmarketry

14/07/2023

One of the key drivers of Upmarketry's success to date is its network of partners. From web designers to PR "sell-in" gurus, and from graphic designers to comedic writers, we're so lucky to work with some extraordinary talent when we deliver for our clients.

One such partner of ours is The Brand Photography Company which helps small businesses create beautiful pictures that elevate their brands. Its co-founder, Stephanie Cronin, was kind enough to write a blog post for us this week, and if you need a better understanding of the impact photography can have on your business, it's definitely worth a read 👇 📸

Stephanie from The Brand Photography Company explains why high-quality photography is a smart investment for consumer-facing businesses.

15/05/2023

To all the micro businesses, small companies and one person bands out there, who are finding marketing their business overwhelming, here's why it's proving a struggle and what you can do about it.

Before you spend time and money on digital marketing, make sure your branding is up to par. Find out why in our helpful guide.

09/05/2023

Are you ready to set up your startup in the US? We're grateful to have an expert in this area, Anthony Millin of NEXT powered by Shulman Rogers, share with us exactly what you need to do.

Learn what strategies and tactics you need in order to successfully set up a business within the competitive US market.

22/03/2023

Meet Elle McIntosh. She put her background in bio-chemical and materials science to fantastic use and in doing so, has gone on to be listed on Forbes’ 30 Under 30 List in 2020 for her achievements in science, and was a finalist at the 2022 Everywoman Awards. Read her story below.

The creator of a world's first has made an impact in the UK and has the US in her sights. Read Elle McIntosh's story.

08/03/2023

It's time for another in the Meet the Founder series and this week we're focussing on big brand endorsement. Read AddIn365 founder Suzy Dean's story below.

How would you like your business to be endorsed by one of the world's biggest companies? Here's how Suzy Dean managed it.

28/02/2023

Looking for a stand-out business name? With our step-by-step guide, you can create a catchy and memorable business name that will help your brand succeed.

Don't know how to name your company? Here are some tips that will help in choosing the perfect name for your business.

21/02/2023

Last week, for the latest in our Meet the Founder series, we spoke to Michelle John, everywoman award winner and founder of PEGS - Child to Parent Abuse Support, a social enterprise committed to supporting parents, carers and guardians impacted by Child to Parent Abuse. To read her incredible story and learn about this important cause, click below.

Want to know how to set up and make a success of a social enterprise in the UK? Here's how Michelle John did it.

15/02/2023

At Upmarketry, we love working with other marketing and PR experts to help our clients' businesses grow. And it's not just their services we use, we love to share their content and insight too.

Here's the latest - a guide to raising your profile on LinkedIn from Kayleigh Gresty of Kreate Socials 👇

Keen to raise your profile? The place to invest your time is LinkedIn as social media expert Kayleigh Gresty explains.

15/02/2023

SWOT Analysis: How To Do One [With Template & Examples] https://blog.hubspot.com/marketing/swot-analysis?scid=Df94Gz3siDd As your business grows, you need a roadmap to help navigate the obstacles, challenges, opportunities, and projects that come your way. Enter: the SWOT analysis.

This framework can help you develop a plan to determine your priorities, maximize opportunities, and minimize roadblocks as you scale your organization. Below, let’s go over exactly what a SWOT analysis is, a few SWOT analysis examples, and how to conduct one for your business.
What is a SWOT analysis?
Importance of a SWOT Analysis
How to Write a Good SWOT Analysis
SWOT Analysis Examples
How to Act on a SWOT Analysis


While it may seem simple on the surface, a SWOT analysis allows you to make unbiased evaluations on:

Your business or brand.
Market positioning.
A new project or initiative.
A specific campaign or channel.

Practically anything that requires strategic planning, internal or external, can have the SWOT framework applied to it, helping you avoid unnecessary errors down the road from lack of insight.

Importance of a SWOT Analysis
You’ve noticed by now that SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. The framework seems simple enough that you’d be tempted to forgo using it at all, relying instead on your intuition to take these things into account.
But you shouldn’t. Doing a SWOT analysis is important. Here’s why.
SWOT gives you the chance to worry and to dream.
Adding the SWOT analysis is an important step in your strategic process. You’re giving yourself the space to dream, evaluate, and worry before taking action. Your insights then turn into assets as you create the roadmap for your initiative.
SWOT forces you to define your variables.
Instead of diving head first into planning and ex*****on, you’re taking inventory of all your assets and roadblocks. These can help you create a more specific and effective roadmap.
SWOT allows you to account for mitigating factors.
As you identify weaknesses and threats, you’re better able to account for them in your roadmap, improving your chances of success.
SWOT helps you keep a written record.
As your organization grows and changes, you’ll be able to strike things off your old SWOTs and make additions. You can look back at where you came from and look ahead at what’s to come.
Here, we’ll tackle how to best do a SWOT analysis, provide you with a SWOT analysis template, and conduct SWOT analyses on major brands including Apple and Starbucks. When you’re done reading, you’ll have all the inspiration and tactical advice you need to tackle a SWOT analysis for your business.

How do you write a good SWOT analysis?
There are several steps you’ll want to take when evaluating your business and conducting a strategic SWOT analysis.
1. Download HubSpot's SWOT Analysis Template.
There’s no need to start from scratch for your analysis. Instead, start by downloading a free, editable template from HubSpot. Feel free to use the model yourself, or create your own as it suits your needs.

Download a free, editable SWOT analysis template.
2. Arrange each section into a table with four quadrants.
Whether you use the template above or create your own, a table format can help you visualize your SWOT analysis. This can be done by arranging each of the four sections into separate quadrants.

3. Identify your objective.
Before you start writing things down, you’ll need to figure out what you’re evaluating with your SWOT analysis.
Be specific about what you want to analyze. Otherwise, your SWOT analysis may end up being too broad, and you’ll get analysis paralysis as you are making your evaluations.
If you’re creating a new social media program, you’ll want to conduct an analysis to inform your content creation strategy. If you’re launching a new product, you’ll want to understand its potential positioning in the space. If you’re considering a brand redesign, you’ll want to consider existing and future brand conceptions.
All of these are examples of good reasons to conduct a SWOT analysis. By identifying your objective, you’ll be able to tailor your evaluation to get more actionable insights.
4. Identify your strengths.
“Strengths” refers to what you are currently doing well. Think about the factors that are going in your favor as well as the things you offer that your competitors just can’t beat.
For example, let’s say you want to use a SWOT analysis to evaluate your new social media strategy.
If you’re looking at a new social media program, perhaps you want to evaluate how your brand is perceived by the public. Is it easily recognizable and well-known? Even if it’s not popular with a widespread group, is it well-received by a specific audience?
Next, think about your process: Is it effective or innovative? Is there good communication between marketing and sales?
Finally,...

15/02/2023

How to Screen Record on Mac, Windows 11, and Other Devices https://blog.hubspot.com/marketing/how-to-record-your-screen?scid=ml8Mu5a2kqb Whether you’re teaching a new hire how to use a tool, explaining a complex project when an email just won’t do, or recording a personalized product demo, you need to know how to record your computer screen.
Fortunately, we’ve put together a quick and easy guide for recording your computer screen on a Mac, Windows PC, iPhone, iPad, and Android. Use the links below for quick navigation to each section.

How to Screen Record on Mac
How to Screen Record on Windows PC
How to Screen Record on Android
How to Screen Record on iPhone and iPad
Best Free Screen Recording Tools


How to Screen Record on Mac
Apple pre-installed QuickTime Player, an app that lets you record, edit, play, and share audio and video files onto every Mac. You can use it to record your computer screen.
Step 1: Navigate to Launchpad > Quicktime Player.
Step 2: Go to File > New Screen Recording.
Step 3: Choose your screen preferences and click Record.

Microphone: Choose None to record your screen with no sound. Choose Built-in Microphone to record your screen with sound.
Options: Choose Show Mouse Clicks in Recording if you want your clicks to appear as a circle during your screen recording.

Click your screen to record your entire computer screen.
Drag a section of your screen that you want to record.



Image Source
Step 4: To stop recording, click the stop button on the screen or touch stop on the touch bar.
Step 5: To save your recording, go to File > Save, and name your recording.

How to Record Your Screen on Windows 11
On Windows 11, Microsoft pre-installed the Xbox App, which has a built-in screen recorder that’s designed for recording video games on your computer. You can still use it to record your screen for marketing purposes, though.
Step 1: Type "Xbox" into the search box, and open the app.

Step 2: To open the Game Bar, which lets you record your screen, hold the Windows+G keys on your keyboard.
Step 3: Click the gear icon at the far right of the top widgets toolbar.
This will open Settings, then click Capture in the pop-up menu to view options in the Xbox app. Here, you get to choose your screen recording’s quality setting, determine whether or not you want to record audio, or set a maximum clip length,

Step 4: Click the Record button or hold the Windows+Alt+R keys on your keyboard to start recording your computer screen.

Step 5: Click the Stop button when you’re finished recording.
Step 6: Go to Settings > Gaming > Captures to find your recorded video.

How to Screen Record on Android
Step 1: Swipe down from the top of the screen to view the settings.

Step 2: Tap the Screen Record button.
Step 3: When you're ready to record, tap Start.
Step 4: To stop recording, swipe down again and tap Screen Record.

How to Screen Record on iPhone and iPad
Step 1: Swipe down from the top of the screen to view the settings.

Step 2: Tap the Screen Record button.
A three-second countdown will begin, and then the screen recording will start.
Step 4: To stop recording, tap the red flashing button in the top left corner of the screen.


Best Free Screen Recorders for Mac and Windows
If you’d like to record your screen with more advanced tools, check out our list of the best free screen recording tools.
1. Loom
Loom helps you quickly record your screen (with optional video or audio) and share your video with others. Your share link can also include a password for extra privacy and security. Loom also offers easy editing capabilities, allowing you to trim the video or add a call-to-action (CTA) and custom thumbnail. Loom's easy-to-use platform and privacy features make it an excellent choice for workplace communication.

2. OBS Studio
OBS Studio is an open-source software for video recording and live streaming. Designed for gamers to record and stream themselves playing video games, OBS Studio offers advanced post-production tools, like customizable transitions, muting or turning on audio sources, and editing, which allows you to tinker on almost every aspect of your recording or broadcast.

3. Zoom
You may know Zoom for being one of the most popular virtual meeting softwares on the market, but you can use the free version of Zoom to record your screen for up to 40 minutes. You can simply start a new meeting by yourself, click "share screen" and start recording. You'll get a high-quality MP4 file after you're done that you can edit, stylize, and more.
4. Google Meet
Not just for meetings, Google Meet can be used to grab quick recordings of your screen when you're not in the mood to install a new software program or create a new account. Simply open your Chrome browser, click the nine dots in the top right corner, and choose Google Meet. From...

14/02/2023

20 Valentine's Day Marketing Campaigns We Love https://blog.hubspot.com/blog/tabid/6307/bid/34171/5-valentine-s-day-marketing-campaigns-that-ll-warm-your-heart.aspx?scid=gdTyeSDOBYc Valentine's Day is a time to celebrate love in all its forms, be it romantic love, platonic love, familial love — or your love for marketing. Okay, that last one might be a little out of place, but you get the point.
This year, we're showing love to our favorite creative Valentine's Day marketing campaigns from brands across various industries.
If you're in need of some inspiration for your next Valentine's Day campaign, you'll love the following examples.
20 Effective Valentine's Day Marketing Campaigns
1. Toblerone - The Love Insurance
2. Cadbury 5 Star - Valentine's Day Alibi
3. Gucci - Love Story Zine
4. Pandora - Real Couples Explain What Valentine’s Day Means to Them
5. Etsy - Show Love to Small Businesses
6. Stella Artois - Valentine's Day
7. Dunkin - Valentine's Day Trivia Promo Code
8. Hotels.com - Anti-Valentine's Day
9. Cadbury Silk - How Far Will You Go to Make Them Blush?
10. Tyson - Chicken Nugget Bouquet Contest
11. Lancôme - Valentine's Day Advent Calendar
12. El Paso Zoo - Valentine's Day 'Quit Bugging Me' Event
13. Gü Desserts - Love-themed Packaging
14. Ranch Dressing - Customized Bottle
15. Pandora - Little Acts of Love Ad
16. 1-800-Flowers - Galentine's Day
17. Target - Valentine's Day Haul Instagram Post
18. MeUndies - Match Me Valentine's Day
19. Winc - Be Wine Instagram Post
20. OpenTable - Millennial Experiences
Honorable Mention: Match.com's "Match Made in Hell" campaign.
Valentine's Day Campaign Takeaways









20 Effective Valentine's Day Marketing Campaigns
Here are 20 Valentine's Day marketing campaigns that stole our hearts.

1. Toblerone - The Love Insurance
To address the fear and uncertainty that can come witha new romance, Toblerlone's 2023 Valentine's Day marketing campaign offers consumers a little reassurance in the form of "love insurance."
Image source
To get their "love insurance," couples can visit Toblerone.co.uk to buy the brand's special edition Valentine's Day chocolate bar, which comes with its own insurance. If the relationship ends, the couple can register the purchase with on Instagram and they'll receive a voucher to redeem online. This way, neither the Toblerone nor their relationship feels like a waste.

2. Cadbury 5 Star - Valentine's Day Alibi
Those without a Valentine often find themselves struggling to dodge the dreaded question "What are you doing for Valentine's Day?" Fortunately, Cadbury 5 Star's 2022 Valentine's Day campaign tooksome of the pressure off.
The Indian chocolate brand took over an island off the coast of Karnataka and renamed it "My cousin's wedding." So, consumers without a Valentine couldsay "I'm not in town, I'm going to my cousin's wedding" when asked about Valentine's Day plans.







For a chance to access the island, consumers could scan the special Cadbury 5 Valentine's Day packs, which tookthem to a website to mine coins and gain an opportunity to bid for the island.

3. Gucci - Love Story Zine
For Valentine's Day 2022, Gucci released a limited-edition zine that consisted of visually stunning photos telling the love story ofa fairy and giant. Each photo in the zine showcased items from the fashion house's Valentine's Day collection.
The marketing campaign intrigued customers, offered an exclusive item (a physical copy of the zine), and it showed the beauty of the brand's clothes and accessories.
Image source

4. Pandora - Real Couples Explain What Valentine’s Day Means to Them
In 2021, Pandora asked real-life couples and friends to share the little (and not-so-little) things they've done to express their love. Some acts of love were tiny, such as a peck on the cheek or a hug; others were huge steps in the relationship, such as moving in together or adopting a dog.







The YouTube video included a link to the company's website and a message that the company can help viewers show their loved ones how much they're appreciated with Pandora charms and gifts.

5. Etsy - Show Love to Small Businesses
To show love and support to its community of sellers, e-commerce platform Etsy offered a ready-made graphic sellers could use to promote their Valentine's Day products on social media. Sellers could also combine the graphic with the hashtag to draw attention to their Etsy store.
The pre-made graphic grabbed audience attention and fostered a sense of community among Etsy sellers.
Image source

6. Stella Artois - Valentine's Day
In 2020, beer brand Stella Artois created a 15 second YouTube that shows the growth of a couple throughout the years and the role the brand's beer played in their love.
The video is simple, heartfelt, and captures the spirit of...

14/02/2023

The Ultimate Guide to Instagram Stories Ads in 2023 [+ New Data] https://blog.hubspot.com/marketing/instagram-story-ads?scid=XsatVfVaLG4 Ah, Instagram Stories — the one-stop-shop to find short, engaging content from high school friends, celebrities, and major brands alike.
With over 500 million daily active users, Instagram Stories is an undeniably powerful opportunity to connect with new audiences.
And, if you're not using Instagram Stories as a marketing tool, you should be. In fact, Instagram reports that of the 500 million accounts using Instagram Stories, one-third of the most viewed stories come from businesses.
I can personally attest to the power of Instagram Stories to incentivize purchasing decisions. For instance, the other day I was mindlessly scrolling through Stories when I came across an ad for Crest 3D whitestrips — with a $50 off coupon attached. I swiped up to purchase without ever leaving the app itself.
Here, let's dive into what Instagram Story ads are, and how you can run Instagram Story ads for your own business. Plus, we'll explore examples of Instagram Story ads and best practices to ensure your ads are as powerful as they can be.

What are Instagram Story ads?
Instagram Story ads are vertical ads you can run on Instagram's Stories feature. (To recap, Instagram Stories are photos and videos visible to an Instagram account's audience for 24-hours, and is published separately from the content found on your Instagram profile.)
Instagram allows you to target your ads by reach, video views, traffic, conversions, app installs, and brand awareness. Additionally, unlike an organic Instagram Story, an Instagram Story ad doesn't disappear after 24-hours — instead, you can choose the length of the campaign and frequency of ads on Facebook's ad platform, like any other ad created for Instagram or Facebook.
An Instagram Story ad is immersed seamlessly into a user's Stories viewing experience. Additionally, a user doesn't have to follow your account to see an ad from your brand. For instance, I don't follow Crest on Instagram, but I was still shown a Crest ad.
You have a few different options for ad formatting, including video, photo, or carousel. A video ad plays for up to 15 seconds, an image ad will play for five seconds, and a carousel ad lets brands play three separate pieces of content (video, photos, or both) within one ad.
If you aren't sold on running ads on Instagram Stories yet, consider these facts:

Instagram users have high disposable income. In fact, 42% of U.S. Instagram users make more than 75k per year.
Instagram is the social channel with the second-highest ROI among marketers.
Videos on Instagram get 21.2% more interactions compared to images and 18.6% more interactions compared to carousels.
71% of U.S. businesses use Instagram. It surpassed Twitter in business users in 2017.
500 million Instagram users use the app daily.

If you're convinced Instagram ads could be a good platform for you, let's dive into how you can run your own Instagram Story ads, next.
For the full rundown on all things Instagram advertising, make sure to check out our guide below:





How to Run Instagram Story Ads
1. Go to your Ads Manager, and click "Create", which will bring you to "Quick Creation". If you'd prefer, you can switch to "Guided Creation", instead.

2. Next, select a marketing objective — your options for Instagram Stories include "Brand Awareness", "Reach", "Video views", "Conversions", "App installs", "Lead Generation", or "Traffic".

3. In the Placements section, you'll want to select "Automatic Placements", where Instagram Stories is selected by default. However, if you choose "Manual Placements", check the box for "Stories" under Instagram.

4. Next, set your ad's budget and schedule.

5. Next, you'll want to choose "Single Image or Video" or "Carousel" as your ad's format.

6. Add videos or images to your ad, and finish including any other details, including headline and description. If you'd prefer, you can use Stories Templates, which will transform your image into an ad automatically, and add movement to grab a viewer's attention.


7. Once you're happy with your ad, select "Confirm" to finish the process.

Instagram Story Ads: Cost, Specs, & Length
There are three separate areas you can place an ad on Instagram: Stories, Feed, and Explore.
For the purposes of this post, we'll focus on the cost, specs, and length of an Instagram Stories ad.
First, all feed photo and video dimensions are supported in Stories (anywhere from 1:91 to 4:5). However, 9:16 ratio is encouraged to fit the full-screen, vertical format of Stories.
Additionally, .mp4 or .mov is recommended for video ads, and .jpg or .png file type is recommended for photo ads.
If you're creating a video ad, 4GB file size is encouraged — and, for a photo, 30MG file size is suggested.
If you're...