TARGET LIKE A PRO AND HIT THE BULLSEYE EVERY TIME
Whether you’re B2B or B2C, back-to-school season is the perfect time for growth-focused messaging in paid media.
- Professional Development Ads – Highlight resources, tools, or solutions that help your audience “skill up.”
- Geo-Targeting for Events – Narrow the focus of campaigns on specific cities or regions tied to trade shows, conferences, or seasonal demand shifts.
- Data-Driven Creative – Use past campaign performance to shape messaging that resonates with your core audience.
Insight: LinkedIn reports that targeted campaigns using both geography and interest targeting can deliver up to 33% higher engagement rates.
EDUCATE YOUR AUDIENCE THROUGH EMAIL MARKETING
Email is your digital classroom, so use it to teach and nurture leads rather than just sell.
- Educational Series – Develop multi-email sequences on core industry topics.
- Clear, Value-Driven CTAs – Encourage recipients to take an action to download a guide, attend a webinar, or explore a resource.
- Segmented Learning Paths – Send different educational content based on industry, role, or past engagement.
Pro Tip: HubSpot data shows that 51% of people are more likely to engage with brands that send educational content over promotional offers alone.
YOU’RE THE EXPERT, SO SHARE YOUR EXPERTISE
Now, more than ever, your content needs to be answering the questions your customers have. Your brand should be the go-to source for answers.
- Guides & eBooks – Create resources on foundational topics in your industry.
- Evergreen “How-To” Content – Keep it relevant year-round with practical, timeless advice.
- SEO-Optimized Learning Hubs – Organize educational articles and assets in one easily searchable location.
Insight: According to Demand Gen Report, 62% of B2B buyers engage with 3-7 pieces of content before reaching out to sales, and it’s similar for B2C when considering research-heavy purchases.
ICYMI: INSTAGRAM’S GRID GOES VERTICAL
Instagram has quietly swapped its signature square 1:1 profile grid for a taller 4:5 format, giving brands more room to tell their story in feed. But this change means that the grid profile view has changed slightly. Here’s what you should do:
- Post in 4:5 format (1080 × 1350 px) for best results.
- If you post 1:1 images, keep the main piece of content centered to avoid it getting cut off when Instagram crops it in your profile.
- Keep key elements centered so they work in both square and vertical views.
Adapting now means your brand stays polished, current, and ready for the year’s final stretch.
A Message From Steve Lendino, CEO at YPM
As we move into the back-to-school season, I’m reminded that this time of year isn’t just about sharpened pencils and new classes—it’s about focus and gainful momentum. We’re already deep into the business year, and now is the perfect moment to take stock of your marketing strategies and push for excellence. Just like students return with a fresh sense of purpose, this season is your opportunity to double down on what’s working, fine-tune your approach, and set the stage for a strong productive finish. Whether it’s elevating your paid digital targeting, creating content that positions you as a thought leader, or building meaningful connections with your ideal audience, this is the time to execute with precision and confidence. Let’s make the most of the balance of 2025!
