20+ Winning Digital Marketing Campaign Examples | Sender

It’s hard not to love a successful marketing campaign and the results — an increase in engagement, sales, profits, and ROI. Positive outcomes encourage you to explore if there’s actual science to repeat the success of the best marketing campaigns and create winning campaigns yourself. Looking at some examples of lucrative campaigns and strategies is most likely the best way to pique your creativity and replicate the success. In this blog, we’ll share some successful marketing campaign examples worldwide to inspire you to create your own. But before that, let’s brush up on some basics. What is a Digital Marketing Campaign? Digital marketing campaigns are strategic activities aimed at understanding and meeting specific business objectives, usually related to customer communication or sales. They can complement existing marketing strategies and sales efforts to communicate the value of your business proposition to your target audience. Benefits of Digital Marketing Campaign Digital marketing campaigns are super-important today, not just for businesses aiming to make more profits but even for non-governmental organizations. Awareness. Marketing campaigns are irreplaceable in building brand awareness and recognition. They introduce your product or service to a wider audience, making prospects notice you in the market (and leaving your competitors in the shadows); Engagement. Interactive content, user-generated content (UGC), social media interactions, and personalized messaging foster engagement, encouraging prospects to hang out with your brand; Sales. The goal of most marketing campaigns is evident – sales. And it can be guaranteed through targeted messaging, promotions, and calls to action that convert leads to customers; Competitive edge. Marketing campaigns allow you to highlight your unique selling propositions (USPs) and differentiate your brand from (bland) competitors. Data collection. Many campaigns include lead generation forms or data collection points that gather valuable customer information. This information can be used for future marketing efforts and to better understand your target audience. ROI (Return on Investment). Tracking campaign performance allows you to measure the effectiveness of your marketing efforts. ROI analysis helps you optimize future campaigns to maximize returns. Market positioning. Marketing campaigns can influence how your brand is seen in the market. Consistent messaging, branding, and value proposition reinforcement are the path to a solid and favorable market position. Types of Digital Marketing Campaigns In today’s world, almost all outreach activity can be seen as a marketing campaign. Some businesses opt for online marketing, while others use offline marketing campaigns. Whichever way a business picks, value-addition and targeting pain points make any digital marketing campaign successful. Digital campaigns is an umbrella term covering a wide range of online marketing efforts like social media, email marketing, content marketing, SEO, PPC, and more; Social media campaigns focus on promoting products, services, or brand messaging through social media platforms like Facebook, Instagram, X (former Twitter), and LinkedIn, aiming to increase brand awareness and engagement; Email campaigns involve sending targeted emails to a list of subscribers or prospects. They are effective for nurturing leads, promoting products, and delivering personalized content; Content marketing campaigns involve creating and sharing valuable content (blog posts, videos, infographics, etc.) to attract and retain a specific target audience; SEO (Search Engine Optimization) campaigns work by optimizing website content, keywords, and technical aspects to rank higher in search results. PPC (Pay-Per-Click) campaigns are paid advertising on search engines designed to drive traffic and conversions. Advertisers pay a fee each time their ad is clicked. Influencer campaigns leverage individuals with a significant following within a specific niche to promote the brand’s products or services to their audience; Event marketing campaigns promote and support events, such as conferences, trade shows, or webinars, to drive attendance, engage participants, and generate leads; Referral campaigns encourage existing customers to refer new customers in exchange for incentives; Video marketing campaign Traditional campaigns include offline methods like TV commercials, radio ads, billboards, and print advertising. Super Successful Email Marketing Campaigns First, here are some amazing email marketing campaign examples you can use to create your own newsletters or promotional emails. Use these as a reference to create your own versions of successful email campaigns to nurture leads, engage prospects, and improve your brand awareness. Creative Marketing Campaigns by Bonobos Bonobos is a New York City-based e-commerce apparel subsidiary of Walmart that provides suits, trousers, denim, shirts, shorts, swimwear, outerwear, and accessories for men. Check out their promotional email below. Subject line: Nick’s Newest Favorite Pants Preview text: Get them with free shipping in the U.S. What did we love about it? A great curiosity-driven subject line; FREE shipping and returns offer banner prominently displayed at the top; Amazing headline and sub-headline copy that just makes you want more; Super creatives that generate desire and longing; Use of a GIF for entertainment and engagement; Super optimized CTA; What could be improved? Frankly, this is a classic best practices email, so nothing! Inspiring Marketing Campaigns by J. Crew New York City-based J. Crew Group sells apparel, accessories, and personal care products for men and women through retail and factory stores, catalogs, and online. Here’s the email that caught our attention. Subject line: Psst, you left this Petite full-length Kate straight-leg pant in stretch velvet in your bag Preview text: Decisions, decisions… What did we love about it? A simple abandoned cart email with great messaging; Simple, no-frills personalized creative that shows you what you left behind; Subtle mention of their loyalty program in the footer. What could be improved? The subject line is super long and looks like it could use some mobile optimization. But then again, it’s likely personalized, so we’d be happy to run some A/B tests and determine if this subject line gets us more opens or a shorter one; Include first-name personalization in the subject line or the body at least once; The footer looks unnecessarily long and stretched. Create successful email campaigns without spending hours on one. With Sender’s responsive email templates, drag-and-drop builder and easy campaign creation – it’s a walk in the park. Brilliant Marketing Campaigns by 5.11 Tactical 5.11 Tactical manufactures and sells outdoor clothing, footwear, uniforms, and tactical equipment for military, law enforcement, and public safety personnel from its online store and over 96 offline locations. Below is one of their nice-looking emails we couldn’t resist sharing. Subject line: LAST CHANCE! 40% off select women’s gear Preview text: Women’s sale going on now in 5.11 retail store locations and What did we love about it? Urgency-driven email subject line with benefit; Use of an animated countdown timer in the email body to inject a sense of urgency into the sale; Clear and crisp communication of offer through amazing creatives; Well-optimized CTAs. What could be improved? Preview text length and content matter could be optimized better. Promotional Campaigns by Ashley Stewart Ashley Stewart is an affordable clothing company and lifestyle brand that offers plus-size women’s clothes, including trendy tops, bottoms, accessories, shoes, and more, both in-store and online. Their flash sale email below is easy to read. Subject line: The NEW NEW: 50% OFF! USE CODE: FRIEND50 Preview text: happy shopping! What did we love about it? A clear subject line showing the sale offer upfront; Smart move to ask people to share it with others they know; Nice looking color-coordinated visuals; Use of the term “email exclusive offer” makes it high value since the reader now knows that only subscribers are seeing this email. What could be improved? The use of the phrase “some items may not be available at this time” conveys a negative feeling. Instead, replace it with something like “We are running out of stock fast. Be the first to check out! ” Inspirational Marketing Campaigns by Happy Socks Happy Socks is a Swedish lifestyle brand and retailer of designer socks, underwear, and swimwear for women, men, and children. Their promotional email below is designed to fit the sustainability narrative surrounding WWF. Subject line: Our more sustainable WWF collection Preview text: Support WWF & wear more sustainable socks. What did we love about it? Incredibly eye-catching once opened; Appropriate typography, given the brand positioning and the fact that this is a sustainability campaign; An innovative WWF-themed campaign, which is a splendid idea; What could be improved? Would’ve preferred a more curiosity-based subject line for more opens. For e.g. WWF – Nature Fights Back!; The CTA button could be better styled in terms of font color choices to make them more prominent. Award-Winning Marketing Campaigns by B&H Photo An American photo and video equipment retailer, B&H Photo deals in online sales of photography, video, and audio products, computers, drones, and more. Their promotion email, not surprisingly, is full of irresistible deals and offers for top equipment brands. Subject line: New Releases from Sony, Nikon, Canon, Fujifilm, DJI, Apple, & More! Preview text: Free Shipping on most items What did we love about it? A well-crafted subject line that makes the reader curious about what special deals are on offer for the stated brands; Instead of driving the customer to a landing page, the email lists the top models along with an option to learn more about them or prebook them; Sufficiently high-quality product images; Highly readable because of the sensible use of whitespace in the design; Simple, effective, and relevant CTAs. What could be improved? As a quick promotion email, this one does the job. Not a lot we’d change about this one, honestly. Latest SMS Marketing Campaigns Like email marketing, text messaging is a great way to engage your audience. You can use it to run a product launch campaign, a brand awareness campaign, or an announcement of special promotions. SMS marketing is personalized and delivers messages almost instantly, increasing engagement rates. Here are some interesting SMS campaigns from around the world. Promotional SMS Campaign by Pottery Barn Pottery Barn is an American upscale home furnishing retail chain and online commerce company that deals in everything you need to decorate homes, including indoor and outdoor furniture, decor, bedding, bath, lighting, and storage accessories. Their promotional SMS message below is on point. What did we love about it? Short and sweet sale announcement SMS (not a lot of time spent typing it); Writing the big benefit (“up to 70% Off”) upfront; Urgency injected with the mention of a deadline; What do we think could be improved? Lack of any type of personalization, especially using the subscribers’ first names; Include an emoji to make it sound more fun; Instead of mentioning “1000s of items” mention a couple to help the reader picture it inside their head. Send text campaigns in seconds. With Sender’s text messaging feature, you’ll get a free toll-free number, premade SMS templates, a human-friendly dashboard, and a 98%* open rate! Special Offer SMS Campaign by Red Lobster Red Lobster is a casual dining restaurant chain using SMS campaigns to announce special offers and deals to its customers. Here’s an example from their Father’s Day SMS campaign: What did we love about it? Well-timed Father’s Day SMS campaign aimed at improving footfall; The opening line is emotionally charged; Specific offer, laid out well by simple messaging. What could be improved? Include a ❤️, 👨‍👨‍👦 or 🦞 emoji to make it sound more fun; Instead of mentioning “1000s of items” mention a couple of specific top-selling products to help the reader picture it inside their head. Black Friday SMS Campaign by Maud’s Coffee and Tea Maud’s Coffee and Tea is a gourmet coffee and tea brand that uses SMS to promote special offers and holiday deals. The text message below is part of their Black Friday Cyber Monday (BFCM) marketing campaign: What did we love about it? Aptly chosen sender SMS ID; Effective use of urgency to drive sales; Concise, persuasive promotional copy; Mention the coupon code in case someone wants to buy through their laptop or desktop; What could be improved? Lack of personalization makes the message seem generic; New Year SMS Campaign by Domino’s Pizza Domino’s has been using SMS as a channel for promoting their special deals for a long time. The SMS campaign below is from their New Year promotions and is a great example of how to hook the recipient with a value-packed offer: What did we love about it? Simple and uncomplicated messaging; An amazing offer (as always); TCPA-compliant SMS message offering an easy opt-out option to subscribers; What could be improved? Using first name personalization could massively help make the above sound like a custom offer made just to the subscriber, and in turn, up the conversions; FOMO SMS Campaign by Red Robin Red Robin, a famous gourmet burger chain, sent the following promotional message to encourage subscribers to browse their menu and order online. What did we love about it? Straightforward, no-brainer offer to encourage online ordering; Urgency has been induced by keeping the offer time-limited; Attractive copy that loads the FREE delivery offer to the front portion of the message; Subscribers can opt-out easily with this TCPA-compliant message; What could be improved? Lack of first name personalization; No use of the 🍔 emoji as a top burger brand. Product Launch SMS Marketing Campaign by Sakara Sakara delivers fresh, organic, perfectly portioned meals directly to your home or office while striving for sustainability and minimizing toxic food waste. They used an SMS campaign to announce their new range — Top List, to their loyal subscribers. Have a look at the SMS below: What did we love about it? Inducing a feeling of belonging and self-identity by addressing the reader as a community member using the term “Sakaralite”; Informing the reader that they are among the first to know, giving this message a privileged status; An inviting message that’s non-aggressive and non-salesy – who wouldn’t want to learn more by clicking on the link above? What could be improved? Using a URL shortener would have made the message look cleaner (When you use Sender for SMS marketing, all of your URLs get shortened automatically). Iconic Social Media Marketing Campaigns Creating a highly engrossing social media marketing campaign is a great idea to increase reach and build a solid brand following. Contrary to the popular grapevine, social media marketing is far from dead. Here are some examples of social media marketing campaigns that you can learn from: Ultrahuman’s Paid Twitter Advertisement Ultrahuman Ring is a smart wearable that helps users monitor key health and wellness-related data points relating to movement, heart rate, body temperature, and sleep. Their Twitter ad below tries to introduce, if not sell, this product to what seems to be a cold audience. What did we love about it? Eye-catching video creative that captures your attention, even if only for a split second; The mention of the word “PreOrder” makes it sound like an exclusive product with limited availability; The copy is concise but states the most important benefits well. What could be improved? Twitter is big on emojis. Include one to get even better engagement. Justin Welsh’s Powerful Personal Brand Marketing campaigns are not just useful for promoting a business or a product. If you’re building a personal brand, you can also benefit a lot from social media marketing campaigns. Take the example of Justin Welsh. He runs a one-man creator business (also called a “Solopreneur”) selling courses and consultation and uses Twitter for marketing his offering. Take a look: Take a look at his latest Twitter thread, which raked in thousands of likes and, quite likely, sold information products to his old and new followers. What did we love about it? Quantification of his own success in terms of the revenue made makes for a compelling hook; People likely don’t want to spend money to grow on Twitter which is why the mention of “zero ad spend” is another interesting reason for his readers to want to check the entire thread out; Great formatting and short sentences make for amazing readability. Facebook Ad Campaign by Semrush A leading all-in-one SEO audit and keyword research tool, Semrush is a well-known brand. Its target audience is primarily other businesses, such as digital marketing agencies. The below example is one of its Facebook ads where it is trying to attract B2B prospects with a successful case study of a firm called Honeybook. What’s great about this Facebook ad campaign? An attractive benefit-driven headline that actually quantifies the case study gain; Simple and effective CTA that’s congruent with a case study approach to conversion; Standout, scroll-stopping video thumbnail to attract attention What could make it even better? Calling out the specific audience the ad is meant for in the first line of your ad text. Winning Content Marketing Campaigns If you’re curious about the power of content in marketing, we’ve got some great examples of content marketing campaigns that you will love. Here are some amazing brands and examples of how they are using content across platforms to market their products and services: Using Twitter Threads for Building an Audience Twitter threads were a rave hack for a long time. Even with the changing Twitter algorithm dynamics, threads are a great content marketing tactic if you want to build a personal brand, attract signups, or just build a following. Consider the example below by an email marketer who is trying to build an audience for his offering: What did we love about it? Posted as a Twitter thread, thereby promising more organic reach and growth; A great hook that uses specificity and numbers to reel the scrolling users right in; Quantification of benefits in monetary terms, thereby convincing the audience that what they are about to learn is extremely valuable; Attractive creative showcasing what is in store. What could be improved? Use of emojis in the opening Tweet of the thread for better engagement; Content Marketing via Value-Packed Blog by Food52 Food52 is one of those rare examples of a passion business done and scaled right. Founded in 2009 as a simple website by two aspiring foodpreneurs, Amanda and Merrill, it has seen investments from keen investors and is valued at a healthy $100 million today. They’ve actively built a loyal following and customer base by adding value to their lives in real time. Their blog is the perfect example of content marketing done right. What did we love about it? Strong social media presence with over 400,000 YouTube subscribers and 3.5 Million Instagram followers, all driving tons of traffic organically to the blog; Extremely community-driven with recipes crowdsourced from the audience using contests and invitations, and the winning recipes with top upvotes getting videographed and featured, etc; Perfectly and smoothly blends content with e-commerce, using its in-built e-commerce marketplace to showcase cookware, appliances, kitchen accessories, and more to convert devoted readers into shoppers. What could be improved? More focus on SEO metrics and organic search traffic-based content. Travel Marketing Blog by Salt In Our Hair Hannah and Nick from the Netherlands run this incredible travel and photography blog with tons of valuable content for travel-happy readers. One can hardly miss their value-rich blogs about custom itineraries and trip suggestions if they want information online. Have a look: What did we love about it? Sale of Adobe Lightroom Phone and Desktop presets; Affiliate marketing sale campaign on YouTube channel and blog; Brand promotion deals on Instagram; Custom-paid photo and videography creation requirements for Hotels and Tourism boards; Sponsored stays and trips. What could be improved?  The minimalist and more mobile-responsive theme for the blog. YouTube Content Marketing by Mr. Beast Content marketing is not just about your website or blog post. With over 137M YouTube subscribers and millions of views per video on the platform, Jimmy Donaldson, also popularly known as Mr. Beast, is rightfully credited with taking effective content marketing to another level. Take a look at a screenshot of his YouTube channel: What did we love about it? Content initially centered around fascinating challenges that he undertook himself. For e.g., he took ​​a challenge where he counted to 100,000 in about 44 hours. This generated tremendous awareness and interest among YouTube users; High-engagement offline and online challenges with YouTube subscribers with expensive giveaways to winners. For e.g. video content surrounding “$456,000 Squid Game In Real Life” and “I Gave My 100,000,000th Subscriber An Island”. Today, his YouTube channel has become his personal brand and vice-versa. What could be improved? Nothing. What is it that you can teach a guy who makes anywhere between three and five million dollars per month doing what he loves? Digital Marketing Blog by Neil Patel Co-founder of digital marketing SaaS software like Crazy Egg, Hello Bar, and KISSmetrics, Neil Patel is among the world’s foremost entrepreneurs, also running businesses that help companies like Amazon, GM, and NBC grow. His blog is a great example of content marketing done right. What did we love about it? High-quality blog articles that are super-optimized for SEO, so they rank on the 1st page of Google for most common digital marketing queries and questions posed by users; Blog articles are in-depth content hubs, averaging between 3000 to 5000 words each; He consistently posted on his YouTube channel approximately 3 times a week for over 4 years directing traffic to his blog and other web assets. With over 33 million video views, 802,000+ YouTube subscribers, 1+ million Facebook fans, 377,000 Twitter followers, and 4 million blog visitors, Neil Patel is definitely a case study for anyone who wants to understand how content marketing campaigns work and scale. Effective B2B Digital Marketing Campaigns Running a comprehensive marketing campaign can work wonders for your growth if you’re a B2B business trying to sell your offering to other business owners. Don’t believe us? Here are some examples of effective B2B marketing campaigns from some popular tools out there: LinkedIn Marketing Campaign by Zoom Zoom, arguably the best video conferencing, webinar, and meeting software globally, runs an annual user conference called Zoomtopia. They chose LinkedIn as their platform to promote their conference and attract registrations. Have a look: What did we love about it? Great choice of social media platform in LinkedIn, thereby targeting maximum businesses; Informative, creative image with a mock CTA button on it; Simple copy helping the reader understand the benefits of attending the conference; Use emojis in place of bullets to color up the ad post. What could make it even better? Using videos or images from past conferences or real testimonials could have boosted the conference’s credibility. Customer Acquisition Marketing Campaign by Lemlist Lemlist, a leading cold email software platform, uses LinkedIn to attract new signups and drive customer acquisition. Have a look at their LinkedIn ad below: What did we love about it? Calls out the target audience (i.e. Sales teams) at the onset; Laser-targeted headline with an irresistible offer (“Book meetings with 30% of your Prospects in 30 days or less); A short and interesting video creative that highlights the reason for the prospects’ challenges; Promises a FREE 20-minute training video that provides a concrete solution to the mentioned pain points. What could make it even better? A better ad image with a clear focus on the brand’s value proposition could have led to more signups; Using an action word rather than the generic ‘learn more’ message in the CTA button would have increased signups. Opt-In Marketing Campaign by Microsoft Below is the ad Microsoft ran over the LinkedIn platform promoting its world-class Azure cloud service targeting other businesses with IT computing and storage requirements. The marketing campaign drives traffic and eyeballs for its latest infographics (a report on cloud strategy). People who interact with or download the infographic are potential customers for Microsoft Azure. Have a look: What did we like about the ad: Put out as a short video ad, thereby increasing chances of engagement; Spits out all possible considerations for the target audience in an attractive infographic (bar-chart) format; Includes an optimized call to action (CTA). What could make it even better? More focus on insights from the infographic within the ad copy; Using a more suitable CTA within the ad copy and the button text; Lead Magnet-Based Marketing Campaign by Slack Slack is a popular IM app for B2B businesses. The brand understands customers’ pain points and has cleverly used an eBook to explain its value proposition to potential users in the marketing campaign. The following is a LinkedIn ad from Slack asking users to download the eBook to learn more: What did we like about the ad: Attacks a primary pain point faced by software companies, that of longer software development times; Supports the argument with a statistic; It points out a clear benefit of downloading the specified ebook: it could help software companies solve their problems. What could make it even better? Better ad banner image, explaining the value in brief; Improved CTA and link text that entices users to click the ad banner. Trust-Based Marketing Campaign by Stripe Stripe targets its potential customers to try them out by sharing real reviews and case studies in its ad campaign on LinkedIn. The LinkedIn ad shares the value proposition briefly and asks users to read reviews from real customers to make an informed decision. Such a campaign boosts credibility and builds trust among potential users. Have a look: What did we like about the ad: An effective creative that points out how much other businesses have profited from using the platform; Ad text copy is kept concise and points to one prominent pet peeve and singular benefit for businesses; What could make it even better? Lengthier ad copy explaining what’s inside the downloadable would be of real value. Characteristics of a Successful Digital Marketing Campaign Successful marketing campaigns are well-planned, targeted, and delivered using the right medium and at the right time. The following is a checklist of common traits successful marketing campaigns share: Clear Goals and Objectives Every marketing campaign should have clear goals and objectives to measure its performance. While some may prefer to use a spreadsheet to track the progress of their campaigns, a better approach is to use a marketing automation platform that allows tracking of KPIs as key performance indicators (KPIs). Targeted Audience When planning a marketing campaign, it’s vital to understand who the target audience is. It’s not just about delivering the right message to the right audience; you must know your audience’s interests, demographic information, and purchase behaviors. Creative and Innovative Approach The best campaigns leverage new technologies, platforms, and channels to deliver a unique, relevant message and connect with the target audience. Doing something creative to grab attention and stand out from competitors is important. Clear Message and Value Proposition Marketing communications should be concise and direct and communicate a product’s or service’s benefits. Consumers are bombarded with hundreds of advertising messages daily. To be memorable, make your messaging as clear and straightforward as possible. Compelling Visuals and Storytelling Visuals and storytelling play a huge role in driving engagement and creating memorable messages. Effective advertising and marketing campaigns combine high-quality images and videos that tell a story. Consistent Branding Consistent branding ensures a consistent message across channels. It helps businesses gain the trust of customers and prospects. A discrepancy in visual branding can lead to a lack of trust among prospects, losing goodwill and potential revenue. Multi-Channel Approach Advertising campaigns should be delivered across multiple channels — print, digital, social media, TV, radio, outdoor, etc. The effectiveness of each channel depends on the nature of the product or service. A good marketing campaign should have an omnichannel approach to reach your target audience where they spend their maximum time. Measurable Results Measuring your marketing campaigns’ success helps ensure that the right mix of channels is used and that the right messaging is sent to the right people at the right time. Successful campaigns measure campaign performance regarding conversions, leads, etc., to determine if the approach is worth investing in. Key Takeaways from the Digital Marketing Campaigns Develop a clear strategy: A strategy without tactics is meaningless. You must know what you’re trying to achieve and how you’ll achieve it. You must have clearly defined goals for your marketing strategy, along with a roadmap and a set of tactics. Think of the big picture, but also be prepared to execute day-to-day tasks clearly, focusing on your overall goals. Choose your goals wisely: There are a lot of goals to choose from. Make sure you set out goals that are aligned with your overall business objectives and align with your customer’s desires. You must make sure that your goals are specific, measurable, achievable, realistic, and time-bound. Document your campaign ideas as clearly as possible: Marketers always have a lot of ideas to implement into their campaigns. But they often lack a sense of simplicity and clarity. If you cannot clearly and simply express your goals, you’re not communicating effectively. Make them visual, interactive, and valuable: Visuals go a long way in engaging your audience. Videos, infographics, images, and other visual content help connect more effectively with the audience. At the same time, remember Interactive content is the most popular form of content and the highest rated on mobile. People love to interact with websites and apps that allow them to complete tasks, solve problems, or learn something. Make your content shareable: Sharing content is the easiest way to spread the word about your services. Encourage your customers to use social media to engage with you, comment, and provide feedback on your products and services. Make it personal: Personalization is an effective tool to increase engagement. A human touch adds value to your marketing campaign and is more likely to give positive results. Be prepared to do more than initially expected: This is the most important aspect of marketing. While the initial strategy may appear easy, it is actually very difficult to execute. So, always account for difficulties related to effort, time, and budget and make provisions accordingly. Also read:  11 Best Email Marketing Examples, Campaign Types What Is Marketing Automation? Definition, Types & Examples 16 Best Marketing Automation Tools (Free & Paid Software) Author Bio Anmol Ratan Sachdeva is a content marketer and small business consultant who has a strong grip on topics like marketing automation, research, email marketing, and content marketing. He loves to write about starting, improving, and growing a business.