RIP Funnel Marketing? What Today’s Buyers Actually Want Instead

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What Is Funnel Marketing?

Think of funnel marketing like dating. You don’t propose on the first date—you build interest, earn trust, and move things forward at the right pace. The same goes for marketing.

A marketing funnel maps how people move from discovering your business to finally saying yes. At the top, they’re exploring. In the middle, they’re comparing. At the bottom, they’re ready to act.

It’s been the go-to strategy for years because it works. Funnels help teams plan content around buyer intent and guide people through the journey without pushing too hard, too soon.

But here’s the catch: not everyone follows the script anymore.

Marketing Funnel Stages (Explained Simply)

The digital marketing funnel is usually broken into three stages: top, middle, and bottom. Each one lines up with how ready a person is to make a decision, and what kind of content makes the most sense for them at that moment. The three stages are broken out below:

  • Top of Funnel (Awareness)
    This is where people are just discovering you. They might not even know exactly what they need yet. Think blog posts, social media, or YouTube videos.
    Example: “How to Choose the Right Lawn Care Provider”
  • Middle of Funnel (Consideration)
    Now they’re comparing their options and trying to figure out who they trust. This is where you serve up case studies, comparison pages, or FAQs.
    Example: “Why Our Clients Stick with Lawn Company A Year After Year”
  • Bottom of Funnel (Decision)
    They’re ready to choose and just need a nudge. This is where your strongest CTAs live, like contact pages, quote forms, or limited-time offers.
    Example: “Get a Free Quote in 24 Hours”

If you’re thinking this structure still makes sense, you’re right. But the way people move through it has changed, so let’s talk about the new flow.

So… What’s Changing? (Why Funnel Marketing Isn’t a Straight Line Anymore)

In theory, the funnel moves in nice, tidy stages. In reality though, most people don’t shop or make decisions that way anymore.

Thanks to tools like Google, ChatGPT, and online reviews, buyers can go from curious to convinced in a single session. They might start by comparing providers, loop back to a blog post, then fill out a quote form five minutes later.

What used to look like a funnel now looks more like a loop, a zigzag, or a web. People are jumping in at different points, skipping steps entirely, or researching across channels at lightning speed.

According to this Nielsen Norman Group study, even with long sales cycles, users often enter your site ready to make a decision. They’ve already done the homework elsewhere.

💡 Today’s buyers aren’t waiting to be ‘nurtured.’ They’re showing up informed—and ready to act.

From Funnels to Pillars: Rethinking the Journey

If the marketing funnel was about guiding people step by step, the modern digital marketing funnel is more like a collection of solid entry points. Think of your strategy as a set of pillars—each one offering value, standing on its own, and connected to the rest.

Instead of assuming someone starts at the top and works their way down, build content that meets them wherever they land. That might be a blog post, a case study, a service page, or a special offer. Every piece should help them get what they need and lead them to the next step if they’re ready.

Strong, standalone content that connects across your site creates a better experience for users and increases your chances of turning interest into action, no matter where the journey begins.

Why Funnel Thinking Still Matters (Kind Of)

We’re not saying toss out the funnel completely. It still has a place.

Funnel thinking is a helpful planning tool. It reminds you to create content for people at different stages of awareness—from just learning about a problem to being ready to solve it today.

What’s changed is how people move through that content. Your audience picks their own path now. It might be out of order, lightning fast, or spread across channels.

That’s why the best content strategies today blend funnel awareness with the clarity of pillar-style content. You still cover the journey, but in a way that lets buyers enter wherever they’re ready and find their next step with ease.

Final Thoughts: Meet Buyers Where They Are—Not Where You Want Them to Be

Funnel marketing isn’t dead. It’s just no longer a straight line. Today’s buyers show up informed, bounce between stages, and expect to find what they need right away.

Your job isn’t to force them through a sequence. It’s to offer helpful, relevant content wherever they land—whether they’re just curious or ready to make a move.

If you’re ready to build a strategy that works with how people actually buy, we can help.

Explore our SEO and content strategy services

What Is a One Pager? Tips, Examples, and What to Include

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What Is a One Pager? (And What Is It For?)

Let’s start simple: a one-pager is a single-page document that gives a clear, high-level overview of your business, product, or service.

You’ve probably seen them used in:

  • Sales pitches or networking meetings
  • Client onboarding
  • Internal training
  • Partner outreach or funding decks

Think of it as a summary with a purpose—a document that tells someone the essentials without sending them to your website, slide deck, or five-page brochure.

Unlike traditional marketing materials, a one-pager isn’t about saying everything—it’s about saying just enough to get the right people interested, curious, and ready to take the next step.

Why One Pagers Matter (Especially in Marketing)

If you’ve ever stumbled through the “So, what do you guys do?” question, you already know why one-pagers matter.

They force you to get to the point—and in marketing, that’s everything. Whether you’re handing it to a prospect, leaving it behind after a meeting, or sharing it with someone who just wants the TL;DR of your business, a one-pager puts your value front and center.

It also works as an internal alignment tool. When your sales team, account reps, and leadership are all working from the same one-pager, everyone’s speaking the same language. No mixed messages, no improvising.

And let’s be honest: we’ve seen businesses pour hours into long presentations that never get read. A strong one-pager gets scanned, remembered, and shared. It’s low commitment for the reader, high impact for you.

What to Include in a One Pager

This is where things get tricky—not because the list is long, but because it’s not. The most effective one-pagers don’t try to say everything—they just say the right things.

Here’s what we typically recommend including:

  • Your company name and logo
    This isn’t just about branding. It sets the tone for how polished and professional you look from the start.
  • A clear headline or positioning statement
    What do you do, and who is it for? This should be the fastest takeaway on the page.
  • A brief overview of your product, service, or offer
    One or two short paragraphs max—enough to explain, not exhaust.
  • Key benefits or differentiators
    This is where your unique selling points (USPs) live. Bullet them out. Make them clear.
  • Optional: A feature breakdown or service menu
    Especially useful for product-based or multi-service businesses. A clean layout with icons or visuals works well here.
  • Trust signals
    Think client logos, short testimonials, awards, or impressive stats. These reinforce credibility at a glance.
  • Contact info and a call to action
    Let people know what to do next. Whether it’s “Book a demo” or “Let’s talk,” be clear and direct.

The goal isn’t to cram every detail onto one page—it’s to leave the reader thinking, “I get what they do. I want to learn more.”

And just because it’s one page doesn’t mean it has to be boring. A thoughtful layout with strong visual hierarchy—like the example below—helps guide the eye and keeps the content easy to scan.

Example One Pager Layout: Use this as inspiration for structure, not a design rulebook.

Tips for Making a One Pager That Works

Writing a one-pager isn’t about squeezing everything into a smaller box—it’s about deciding what’s essential and cutting the rest. Here are a few tips we always follow:

  • Start with one clear goal. Are you introducing your company? Pitching a service? Supporting a sales conversation? Knowing the purpose helps everything else fall into place.
  • Prioritize your audience. What do they actually need to know to care or take action? Lead with that.
  • Write like a pitch, not a website. Short, punchy, and benefit-focused always wins.
  • Use structure to your advantage. Think headlines, icons, short blurbs—not long paragraphs.
  • Don’t be afraid of white space. It makes your content easier to read and more likely to land.

Good one-pagers feel effortless to read—and that usually means a lot of work went into making them that way.

Real Talk: Why One Pagers Are Harder Than They Look

Most businesses think they can explain what they do in a few sentences—until they try. That’s why one-pagers are so powerful: they expose fuzzy messaging fast.

It’s not just a design exercise—it’s a clarity exercise. If your team is debating what goes on the one-pager, it’s a sign you might not be as aligned on your value prop as you thought.

At Curiosity, we’ve helped clients (and ourselves) wrestle their message into one clear, focused page. And trust us, it’s rarely easy—but it’s always worth it.

Need Help Distilling Your Message Into One Page?

Whether you’re building a one-pager for sales, events, or just trying to explain what you do without rambling, we can help.

At Curiosity, we bring the outside perspective and strategic focus that makes your message clear, memorable, and easy to share.

Want to see how a single page can actually say it all?

Let’s Talk

Google Screened: Why Professional Service Providers Can’t Afford to Skip This

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If you’ve ever Googled your competitors and noticed a green checkmark next to their name, there’s a good reason for it.

That badge isn’t just decoration—it means the business is Google Screened, a program built to highlight licensed, trustworthy professionals in industries like law, finance, and real estate. It helps customers feel more confident when choosing someone to handle sensitive, often high-stakes matters—and it puts your business at the very top of search results when people are actively looking for help.

In this post, we’ll walk through what Google Screened is, how to get verified, and why skipping it could mean losing leads to your better-positioned competitors.

What Is Google Screened? (and Why It’s More Than a Checkmark)

Google Screened is a verification program for professional service providers who advertise through Local Services Ads. When you’re approved, a green checkmark badge appears next to your business name, signaling that you’ve passed Google’s license and background checks.

It’s designed for industries where clients are handing over sensitive information or making big life decisions—whether that’s preparing legal documents or organizing their finances. These aren’t quick or casual choices, and most people do their homework before reaching out.

Why Customers Love It

That’s what makes the badge so powerful. Instead of starting from scratch, clients see that Google has already done some of the research for them. They don’t have to dig through credentials or wonder if you’re legit. The green checkmark says a big part of the vetting is done.

And when a customer is comparing three nearly identical providers, that extra reassurance can be the deciding factor.

Who Is Google Screened For? (And Why It’s Tailored to Pros Like You)

Google Screened is made for non-home-based professional services—fields where expertise, licensing, and trust matter most. This includes:

  • Lawyers
  • Financial planners
  • Real estate agents
  • Tax advisors
  • Educational or counseling professionals
  • Hair and beauty professionals (like hairstylists, estheticians, and makeup artists — currently available in California and Florida)
  • Wellness professionals (such as massage therapists, acupuncturists, and life coaches)
  • Auto care providers (including services like detailing, windshield repair, and dent removal — currently limited to California and Florida in some cases)

If your business depends on your professional qualifications and you want to earn trust faster, this program was built with you in mind.

On the other hand, if your business involves entering a customer’s home—like HVAC, pest control, or plumbing—Google has a different program called Google Guaranteed, which is tailored to home service providers.

Read more about what Google Guaranteed is and if it’s right for you in our blog: Google Guaranteed: How to Get Verified and Jump Ahead of the Competition

Why It Matters: Visibility, Trust & Competitive Edge

It’s not just a badge—it’s prime real estate on Google.

Getting Google Screened doesn’t just build credibility—it puts your business visibly ahead of the competition.

When someone searches for a professional service in your area, Google Screened businesses appear at the very top of the results page, even before the map pack and organic listings. That kind of placement means your name—and your green checkmark—are the first things potential clients see.

We saw this firsthand with a real estate company we worked with in Northwest Florida. The coastal market is hot, but it’s also packed with agents. Between yard signs, online listings, and word-of-mouth referrals, customers are flooded with options. After getting Google Screened, this client’s ad started appearing above the rest—before anyone had a chance to scroll. That kind of visibility made a clear difference in both website traffic and direct inquiries.

In markets this competitive, just being good at what you do isn’t always enough. Showing up first—and looking verified when you do—is a powerful way to stand out.

Yes, it’s pay-to-play. But it works.

We get it—jumping through Google’s hoops isn’t fun. It can feel unfair that money talks. But the truth is, this is the game. And if your competitor is playing it and you’re not, they’re getting the fast pass to the customer while you’re stuck waiting in line.

How to Get Google Screened (Without the Headache)

Getting Google Screened takes a few steps—but knowing what’s ahead makes it much easier to manage.

Here’s what the process looks like:

  1. Sign up for Local Services Ads
  2. Submit your professional license and business details
  3. Complete a background check (usually for the business owner or practitioner)
  4. Wait for Google’s review and approval

The background checks are handled through Google’s platform in partnership with Evident, a third-party verification service. You won’t need to schedule anything or track down paperwork outside your usual business documents—just gather your license info and basic business details.

Once you’re approved, you’ll get that green checkmark badge next to your name—and show up at the top of Google.

Verification begins with setting up your profile in Google’s Local Service Ads dashboard.

How Much Does It Cost to Get Google Screened?

There’s no fee to go through the verification process—getting screened is free. Once you’re approved, your listing becomes part of Google’s Local Services Ads, which are paid ads.

The good news? You’re not charged for clicks or impressions. You’re only charged per lead, meaning someone has to actually call or message you through the ad before you pay.

You set a weekly budget, and if a lead isn’t relevant—say, it’s a wrong number or someone looking for a service you don’t offer—you can dispute it for credit.

It’s still an ad platform at its core, but with the added credibility of Google’s screening process working in your favor.

So… Is It Worth It? (Yes—If You Want to Compete)

In fields like law, finance, and real estate, everyone’s claiming to be the expert—and most customers aren’t sure how to tell the difference. The Google Screened badge gives you an immediate edge by doing part of that work for them.

It’s not just about trust—it’s about visibility, clarity, and showing up first. If your competitors are Screened and you’re not, you’re already behind—both in search results and in the minds of potential clients.

Bottom line? If you want to be taken seriously from the first impression, Google Screened is no longer optional. It’s how you compete where credibility counts most.

Ready to Get Google Screened? Let’s Make It Happen.

We get it—navigating the Google Screened process can feel like one more task on an already packed list. Between background checks, licensing documentation, and setting up your ad account, it’s easy to hit pause.

That’s where we come in. At Curiosity, we walk clients through each step so they don’t get stuck—or give up halfway through—because we know what’s waiting on the other side: stronger visibility, more qualified leads, and a badge that sets you apart.

If you’re ready to stop blending in and start standing out, let’s talk.

Reach out today—we’ll help you get verified and in front of the people already searching for what you do best.

Google Guaranteed: How to Get Verified and Jump Ahead of the Competition

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If you’ve ever Googled your competitors and wondered why they show up first with a green checkmark badge… here’s why.

That little green shield isn’t just a nice design element—it’s a signal that the business is Google Guaranteed, meaning they’ve been vetted and approved by Google as a trustworthy provider. It’s part of a program designed to highlight local service businesses that meet certain standards—and it puts them right at the top of search results where customers are most likely to click.

In this post, we’ll break down what Google Guaranteed is, how you can get verified, and what it takes to compete in markets where trust is everything.

What Is Google Guaranteed? (and What Does That Badge Actually Mean?)

Google Guaranteed is a verification program that helps local service providers stand out in search results—literally. When you’re approved, a green badge appears next to your business name in Google’s Local Services Ads, showing that you’ve passed a series of background and license checks.

It’s only available for businesses in certain industries—mainly those where someone is coming into your home to provide a service. 

Why Customers Love It

What really sets Google Guaranteed apart is the built-in protection for customers. If someone books your service through the ad and isn’t satisfied with the quality of work, Google may reimburse them—up to a certain amount. That extra layer of accountability builds instant trust and gives potential customers confidence that they’re making a safe choice.

Who Is Google Guaranteed For? (And Who It’s Not For)

Google Guaranteed is specifically designed for home service businesses—the kinds of companies that send licensed professionals into someone’s home to perform a service. This includes industries like:

  • HVAC
  • Plumbing
  • Electrical
  • Roofing
  • Cleaning services
  • Pest control
  • And more

If you’re in one of these fields, and your business meets the necessary criteria (valid licensing, insurance, and background checks for anyone visiting a customer’s home), you’re likely eligible.

However, if you’re a professional service provider—like a lawyer, financial advisor, or real estate agent—you’ll want to look into a similar program called Google Screened. It has its own set of standards, but it’s built to offer the same kind of trust signal for your industry.

Curious about Google Screened? Find out what it is and whether it’s a better fit for your business in our related blog: Google Screened: Why Professional Service Providers Can’t Afford to Skip This

Why It Matters: Visibility, Trust & Competitive Edge

It’s not just a badge—it’s prime real estate on Google.

When your business is Google Guaranteed, you’re not just in the mix—you’re at the very top of the search results, even above the map and organic listings. That placement alone gives you a huge advantage, but when you add in a trust signal like the green badge? People click.

And if your competitor is there and you’re not? You may already be losing out on leads. 

We’ve seen it firsthand. In HVAC markets where competition is fierce, the difference between being verified and not can mean dozens of leads per month. One client saw a noticeable increase in calls after getting verified—without changing anything else.

Yes, it’s pay-to-play. But it works.

We get it—jumping through Google’s hoops isn’t fun. It can feel unfair that money talks. But the truth is, this is the game. And if your competitor is playing it and you’re not, they’re getting the fast pass to the customer while you’re stuck waiting in line.

How to Get Google Guaranteed (Without Losing Your Mind)

Getting Google Guaranteed takes a few steps—and yes, it can feel a little intense. But knowing what’s ahead makes it easier.

Here’s what the process looks like:

  1. Sign up for Local Services Ads
  2. Submit your business license and proof of insurance
  3. Provide employee info for background checks (only for those who go to a customer’s home)
  4. Wait for Google’s review and approval

The background checks are handled through Google’s own tools in partnership with a third-party platform called Evident—so you’re not chasing paperwork or scheduling fingerprinting. You’ll just need to gather the required documents and basic info about your field staff. Office employees don’t need to be screened.

Verification begins with setting up your profile in Google’s Local Service Ads dashboard.

How Much Does It Cost to Get Google Guaranteed?

There’s no fee to apply or go through the verification process—Google handles that part for free. But once you’re approved, your business will appear in Local Services Ads, which are paid ads charged per lead, not per click.

You’ll set a weekly budget, and you’re only charged when a potential customer calls or messages you through the ad looking for a service you offer. If the lead isn’t valid, you can even dispute it for credit.

You’ll see every lead in your Lead Inbox, along with whether it was charged or credited.

So… Is It Worth It? (Yes—If You Want to Compete)

Let’s be real. If your competitors are Google Guaranteed and you’re not, you’re already starting from behind.

The badge earns more trust, leads to more clicks, and ultimately drives more business. Customers assume Google has your back, and that makes a difference when they’re choosing between nearly identical businesses.

Bottom line? If you want to grow, Google Guaranteed isn’t just a nice-to-have—it’s becoming a must in local search.

Ready to Get Verified? Let’s Make It Happen.

We know—the Google Guaranteed process can feel overwhelming. Between background checks, document gathering, and setting an ad budget, it’s easy to feel like bailing halfway through.

That’s where we come in. At Curiosity, we walk clients through each step so they don’t get stuck or give up, because we know what’s waiting on the other side: visibility, credibility, and better leads.

If you’re ready to stop watching your competitors take the top spot, let’s talk.

Reach out today—we’ll help you get verified and in front of the customers already searching for what you offer.

Shopify Collaborator Requests: How to Securely Grant Access to Your Shopify Store

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Shopify is a powerful platform that helps businesses of all sizes run and grow their online stores. As your business scales, managing every aspect of the store alone can become overwhelming. This is where Shopify’s collaborator requests come in—a feature designed to let trusted partners, like freelancers, agencies, or family members, assist in running your store without compromising security.

In this guide, we’ll break down everything you need to know about Shopify collaborator access, including how to request it and how to grant it. Whether you’re a store owner seeking help or a collaborator requesting access, we’ve got you covered. Let’s dive in!

Understanding Shopify Admin Roles

What Are Shopify Collaborators?

A Shopify collaborator is a type of account that allows external partners, like freelancers, agencies, or developers, to access your store without being counted toward your staff limit. This feature is ideal for store owners who need temporary or specialized help with tasks such as marketing, development, or design.

The key distinction between collaborator and staff accounts lies in their purpose:

  • Staff accounts are for your in-house team handling daily operations like order fulfillment or inventory management.
  • Collaborator accounts are for external professionals who need access to specific areas of your store without full control.

By using Shopify collaborator access, you maintain security while providing the exact permissions your external partners need.

How to Grant Access to Your Shopify Store

Granting Staff Access in Shopify

Adding staff members to your Shopify store is simple and gives your in-house team the ability to handle tasks such as managing orders, updating inventory, or running marketing campaigns. Follow these steps:

  1. Log in to your Shopify admin:
    Navigate to your store’s admin dashboard.
  2. Go to the “Settings” menu:
    In the bottom-left corner of the dashboard, click Settings.
  3. Select “Users and Permissions”:
    From the settings menu, choose Users and Permissions to manage access.
  4. Click “Add Staff”:
    On the Users and Permissions page, click the Add Staff button.
  5. Enter staff details:
    Fill in the new staff member’s name and email address.
  6. Set permissions:
    Customize the permissions based on the staff member’s role:
    • Marketing access: Allows access to marketing campaigns and analytics.
    • Fulfillment access: Grants permissions to manage orders and shipping.
  7. For full access, click Select All.
  8. Send the invitation:
    Click Send Invite to email the invitation. The staff member will receive an email to accept and create their account.

Pro Tip: Double-check the number of staff accounts allowed under your Shopify plan to ensure you’re within the limit.

How to Give Collaborator Access in Shopify Using a Collaborator Code

Collaborator accounts are perfect for external partners, such as agencies or developers, who need access to your store without affecting your staff limit. Using a collaborator request code adds an extra layer of security, ensuring only approved individuals can request access. Here’s how to set it up:

  1. Log in to Your Shopify Admin:
    • Navigate to your store’s admin dashboard.
  2. Go to Users and Permissions:
    • Click Settings in the bottom-left corner, then select Users and Permissions from the menu.
  3. Enable Collaborator Request Access Codes:
    • Scroll down to the Collaborators section and select the option to only allow requests with a collaborator access code.
    • Click Generate Code to create a unique 4-digit code.
  4. Share the Code and Store URL Securely:
    • Provide the store URL (e.g., mystore.myshopify.com) and the code to the individual needing access. Use a secure channel to share this information.
  5. Review and Approve Requests:
    • When someone requests access, you’ll receive a notification in your Users and Permissions settings.
    • Review their requested permissions carefully and adjust them to fit their role. For example:
      • Orders and Analytics: For someone helping with marketing.
      • Themes and Apps: For a developer updating your store design.
    • Once satisfied, click Approve Request.
  6. Notify the Collaborator:
    • Once access is granted, the collaborator will be able to log in via their Shopify Partner Dashboard and assist with their assigned tasks.

Best Practices for Sharing Shopify Collaborator Codes

  • Share codes securely: Use a trusted communication platform to share the code with your partner. Avoid sending codes via insecure channels like public forums.
  • Set expiration timelines: If you don’t need long-term collaboration, update or revoke access codes after a project ends.
  • Limit permissions: Only grant access to the areas necessary for the collaborator’s work to minimize risk.

How to Request Collaborator Access in Shopify

Steps to Request Access via the Shopify Partner Dashboard

If you’re the one requesting collaborator access to someone’s Shopify store, here’s a quick overview of how it works:

  1. Create a Shopify Partner Account:
    • If you don’t already have one, sign up at the Shopify Partner Program page.
  2. Log in and Submit Your Request:
    • Go to the Stores tab in your Partner Dashboard, click Add Store, and select Request Access to Store.
  3. Provide the Necessary Details:
    • Enter the store’s URL and the 4-digit collaborator request code, if the store owner has enabled one.
  4. Customize Your Request:
    • Select the permissions you need (e.g., Analytics, Themes).
    • Add a message explaining your request to the store owner.
  5. Wait for Approval:
    • Once the store owner approves your request, you’ll gain access and can begin assisting them.

Important Considerations for Shopify Collaborator Access

Shopify’s collaborator feature is a secure and flexible way to grant access to your store, but there are a few important considerations to keep in mind:

  • Activate Two-Step Authentication: Shopify requires all collaborator accounts to use two-step authentication for added security. This protects your store from unauthorized access and ensures only trusted users can log in.
  • Change Collaborator Request Codes Regularly: You can generate a new collaborator request code at any time to improve security. When you create a new code, any previous codes become invalid, preventing unauthorized requests.
  • No Need to Share Credentials: Collaborators and staff can log in with their own accounts, eliminating the need to share passwords. This also allows you to manage and revoke permissions easily when access is no longer required.
  • Collaborator vs. Staff Access: If someone already has access to your store as a collaborator, they can’t be added as a staff member. Make sure to align their role with the appropriate access type.
  • Regularly Review Permissions: To maintain control, periodically review the permissions granted to collaborators and staff. This ensures they have access to only the areas they need to perform their tasks.

By staying proactive about security and permissions, you can make the most of Shopify collaborator access while keeping your store safe.

Shopify Security and Collaboration: The Perfect Balance

It’s understandable to feel cautious about granting access to your Shopify store—after all, it’s a cornerstone of your business. Security matters, and it’s important to follow simple guidelines, like only granting access to trusted individuals and customizing permissions carefully.

The good news? Shopify’s collaborator access features are designed to help you share access safely and confidently. With safeguards like collaborator codes and robust permissions, you’re in control. Plus, Shopify’s excellent support team is always there if you need help.

At Curiosity Marketing Group, we’ve worked with many Shopify store owners to enhance their SEO, marketing, and overall performance. If you’d like guidance on making the most of Shopify, we’re here to help!

Secure Your Shopify Success—Contact Us

What Are the Digital Marketing Trends For 2025?

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The Future is Now: Digital Marketing Trends for 2025

Marketing in 2025 is more dynamic than ever, driven by AI advancements, hyper-personalization, and shifting consumer behaviors. Brands that stay ahead of digital marketing trends in 2025 will thrive in an environment where customers expect tailored experiences, interactive content, and ethical engagement. From AI-generated campaigns to evolving 2025 marketing trends like privacy-first advertising and immersive video experiences, businesses must remain agile to connect with their audiences in meaningful ways. Staying informed on current marketing trends isn’t just an advantage—it’s a necessity for brands looking to grow in a rapidly evolving digital landscape.

AI-Powered Marketing is Reshaping the Industry

AI is revolutionizing digital marketing industry trends, automating everything from content generation to audience segmentation and real-time ad optimization. AI content marketing tools now refine messaging, predict keyword trends, and tailor campaigns to individual users with unprecedented accuracy. While automation boosts efficiency, brands must strike a balance—leveraging AI for data-driven insights while maintaining a human touch in storytelling and brand voice. As AI continues to evolve, marketers who blend machine intelligence with creative strategy will stand out in an increasingly competitive digital space.

The Shift Toward Brand Sentiment & Authenticity

In 2025, brand sentiment is more important than ever, with consumers prioritizing authenticity and emotional connection over traditional marketing tactics. Businesses are using sentiment analysis tools to gauge audience perception in real-time, adjusting messaging to align with customer values and expectations. As trust becomes a key differentiator, content marketing trends are shifting toward storytelling-driven campaigns that foster transparency and genuine engagement. Brands that focus on purpose-driven messaging and meaningful interactions will build stronger relationships—and loyalty—that outlast fleeting trends.

The Evolution of Video & Interactive Content

Video marketing trends continue to dominate in 2025, but the landscape is evolving beyond traditional short-form clips. Platforms like TikTok, Instagram Reels, and YouTube Shorts are still leading the way, but interactive content—AR filters, live shopping, and 360-degree videos—is transforming how brands engage audiences. As social media marketing trends shift toward immersive experiences, brands that embrace dynamic storytelling, user participation, and interactive video formats will see higher engagement and conversions. To stay ahead, businesses must create content marketing strategies that prioritize video’s ability to entertain, educate, and drive action.

The Changing Landscape of Search & SEO

Search behavior is evolving, and Google search trends in 2025 reflect a shift toward AI-driven results, voice search, and zero-click searches that provide answers without users ever leaving the results page. As AI reshapes how search engines interpret queries, brands must refine their SEO strategies to focus on conversational content, structured data, and intent-based keyword trends. Knowing how to find trends and adapting to search algorithm changes will be crucial for staying visible. Businesses that optimize for AI-powered search while prioritizing high-value, user-focused content will maintain a competitive edge in this evolving digital landscape.

Trends in E-Commerce & Personalized Shopping

In 2025, trends in eCommerce are all about hyper-personalization, with AI-driven recommendations shaping how consumers discover and purchase products. Social commerce is also booming, with platforms like Instagram, TikTok, and Pinterest enabling seamless in-app purchases. As customer expectations shift toward curated, frictionless shopping experiences, brands must leverage advertising trends that prioritize individualized offers, dynamic product suggestions, and AI-powered chat assistants. Those who embrace digital marketing trends 2025 by integrating personalized shopping experiences into their strategy will see higher engagement and conversion rates.

The Power of Email Marketing in 2025

Despite the rise of new platforms, email marketing trends in 2025 prove that email remains one of the most effective digital channels—when done right. AI is revolutionizing the space with automated subject lines, predictive send times, and dynamic content that adapts to individual user behaviors. As part of broader online marketing trends, hyper-personalization is key, ensuring emails feel less like mass blasts and more like tailored conversations. Businesses that embrace AI-driven automation while keeping messaging authentic will continue to see strong engagement, making email an essential tool in any digital marketing help strategy.

Social Media Marketing Trends That Matter

In 2025, social media marketing trends are all about authentic engagement, AI-driven personalization, and niche audience targeting. Platforms are evolving fast, with paid social strategies shifting toward relationship-driven marketing and interactive content. To stay ahead, brands must prioritize meaningful connections over viral moments. Want a deeper look at where social is heading? Check out our Social Media Trends 2025 blog.

The Future of Digital Advertising

As privacy concerns grow, advertising trends in 2025 are shifting away from third-party cookies and toward first-party data and AI-driven ad targeting. Brands are adapting by leveraging contextual advertising, where ads align with on-page content rather than personal tracking. While personalization remains key, balancing it with consumer trust is critical—transparent data usage and ethical targeting will define the next phase of trends of marketing. Businesses that embrace these changes while seeking digital marketing help to refine their strategies will stay ahead in a privacy-first digital landscape.

The Road Ahead: How to Stay Ahead of Digital Marketing Trends in 2025

As digital marketing trends in 2025 continue to evolve, adaptability is the key to staying competitive. From AI-driven personalization and online marketing trends to privacy-first advertising and interactive content, businesses must embrace new strategies to keep up with changing consumer behaviors. Investing in emerging technologies and refining marketing approaches will set brands apart in an increasingly dynamic landscape. Feeling overwhelmed by shifting marketing trends? Our team can help you navigate these changes, ensuring your strategy stays ahead of the curve. Let’s talk about how we can turn trends into results.

2025 Social Media Trends: What Businesses Need to Know

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Welcome to the Future: Social Media Trends for 2025

Social media trends evolve faster than your favorite TikTok sound, and 2025 is set to bring new opportunities that will reshape how we connect, market, and do business. Staying ahead of these trends isn’t about chasing the latest viral moment—it’s about staying relevant, engaging your audience, and ensuring your strategies evolve with the times. From hyper-personalized content to smarter social media advertising, businesses that adapt will thrive. Let’s dive into our predictions for 2025 and explore how you can make the most of what’s next.

1. The Rise of Hyper-Personalized Social Media Experiences

In 2025, hyper-personalization is the new standard. Platforms like Instagram and Pinterest are leveraging AI to deliver eerily precise content, from tailored explore pages to real-time trend adjustments. For businesses, this means generic content is no longer an option—audiences expect dynamic, personalized experiences. Brands that embrace AI-powered recommendations, interactive features like polls, and segmented content strategies will foster deeper engagement and stronger loyalty. The key to staying ahead? Ensure your audience gets exactly what they need—often before they even know it themselves.

2. Social Media Advertising Gets Smarter

In 2025, social media advertising trends will be more advanced than ever, combining AI-driven targeting, shoppable posts, and immersive formats like AR and VR. Platforms like Facebook and Instagram are leading the way, enabling brands to reach their audiences with hyper-relevant ads and seamless in-app shopping experiences. For small businesses, this means embracing AI-powered optimization, creating interactive content, and exploring innovative ad formats to turn passive viewers into active customers. In this new era, the smartest brands don’t just sell—they create experiences.

3. Instagram as a Customer Service Powerhouse

In 2025, Instagram has evolved beyond aesthetic grids and viral Reels—it’s now a go-to platform for customer service. Features like direct messaging, interactive Q&A stickers, and automated replies make Instagram an essential tool for engaging with audiences. To adapt, businesses should integrate Instagram DMs into their support strategy, use quick replies for FAQs, and make every Instagram post a chance to invite engagement. By leveraging these tools, brands can build trust, foster loyalty, and turn followers into lifelong customers.

4. The Social Commerce Boom

In 2025, social media has become a powerful e-commerce engine, with platforms like TikTok, Instagram, and Pinterest driving seamless shopping experiences. From shoppable posts to in-app checkouts, these tools let small businesses turn casual scrolling into meaningful sales by meeting customers where they already are. However, with platforms like TikTok facing an uncertain future, diversifying your social media marketing strategy is essential to staying resilient. By spreading your efforts across multiple platforms, your business can remain visible and adaptable no matter how trends shift. (Explore more on this in our blog, Don’t Bet It All on TikTok.)

5. Short-Form Video Reigns Supreme

In 2025, short-form video remains the dominant force in social media trends, with TikTok, Instagram Reels, and YouTube Shorts leading the way. These bite-sized, engaging videos resonate with audiences by delivering entertainment, education, or inspiration in under 60 seconds—perfect for our fast-paced digital world. For brands, short-form video offers a powerful opportunity to capture attention and drive engagement without hefty budgets. Focus on creating dynamic, authentic, and shareable content to stay ahead of the curve as platforms continue to prioritize video.

6. Community-Centric Platforms Gain Momentum

In 2025, it’s not just about follower counts—it’s about meaningful engagement. Platforms like Discord, Substack, and Reddit are thriving because they prioritize community-driven spaces where users connect over shared interests. These niche platforms may not have the massive audiences of TikTok or Instagram, but their smaller, dedicated user bases offer immense value for brands looking to build real relationships.

For businesses, the message is clear: quality trumps quantity. Engaging in focused communities that align with your expertise or products helps foster loyalty, spark discussions, and amplify your brand’s voice. Brands that lean into these business trends will build deeper connections and find long-term success in a more personalized digital landscape.

7. Sustainability and Ethical Marketing in Social Media

In 2025, consumers expect brands to prioritize more than just profits, holding them accountable for ethical practices and eco-conscious efforts. Social media has become a platform for transparency, where brands earn trust by showcasing sustainability initiatives, ethical sourcing, and community givebacks. This shift is reshaping social media marketing trends, pushing businesses to share stories about how their products contribute to a better future. For brands, adopting authentic, value-driven strategies and demonstrating real actions—not just promises—is key to building loyalty and standing out in a socially conscious market.

The Social Media Frontier: What’s Next?

The future of social media is an exciting blend of innovation and possibility, with advancements in AI, AR, and VR leading the charge. Imagine future Instagram using AI filters to reflect user moods or AR tools that allow virtual product try-ons. Platforms like TikTok could leverage VR to create immersive storytelling experiences, transforming how audiences interact with content. These hyper-personalized, tech-driven innovations are set to redefine how we connect, market, and engage online.

For businesses, keeping up with these social media trends requires agility and forward-thinking strategies. That’s where we come in. Feeling overwhelmed by the pace of change? Let us help you navigate the complexities of social media marketing. From leveraging the latest technologies to crafting strategies that drive results, our team is here to keep you ahead of the curve. Contact us today and let’s turn these trends into opportunities for your brand.

Don’t Bet It All on TikTok: Diversify to Stay Online

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Why Diversification Is Essential

TikTok’s recent instability has shown the risks of relying too heavily on a single platform for marketing. While it’s been a powerful tool for audience engagement, its uncertain future highlights the need for a diversified strategy. Businesses that rely on one platform risk losing access to their audience, revenue streams, and brand visibility overnight. Investing in multiple channels creates a safety net that keeps your brand thriving, no matter what changes come your way. Diversification isn’t just about preparation; it’s about building a more adaptable and sustainable marketing foundation.

The Risks of Relying Solely on TikTok (or Any Single Platform)

Relying on a single platform like TikTok for your marketing efforts creates significant vulnerabilities. Regulatory uncertainty, such as the ongoing debates around TikTok’s future, can disrupt your ability to connect with your audience. Additionally, shifts in user behavior or the rise of new platforms can quickly make a once-effective strategy less impactful. Platform trends come and go in this fast-paced online world. A single-platform approach leaves your business exposed to these unpredictable changes, making diversification essential for long-term success.

Benefits of a Diversified Digital Marketing Strategy

A well-rounded digital marketing strategy provides several key advantages:

  • Safeguards Against Platform Disruptions: By diversifying your efforts, you reduce the risk of losing your audience if a single platform becomes unavailable or less effective.
  • Expands Your Audience Reach: Different platforms cater to different demographics, allowing you to connect with a broader and more diverse audience.
  • Optimizes ROI Across Channels: Spreading your budget across multiple channels lets you test, measure, and refine what works best, ensuring you get the most out of your investment.
  • Increases Flexibility: A multi-channel approach makes it easier to adapt to changes in the digital landscape and pivot your strategy as needed.
  • Builds Long-Term Brand Stability: Relying on multiple channels ensures your business remains visible and thriving, even as trends and technologies evolve.

Key Channels to Include in Your Marketing Mix

Diversifying your marketing efforts means leveraging a mix of channels to reach your audience where they already spend their time. Here are some key areas to focus on:

  • Social Media Marketing: Platforms like Instagram, YouTube, and Facebook offer unique opportunities to engage your audience with tailored content, video campaigns, and interactive posts. A multi-platform approach helps ensure you’re not overly dependent on one network. 
  • SEO and Website Optimization: Search engine optimization (SEO) ensures your business is discoverable online by improving your ranking on platforms like Google. A well-optimized website brings in organic traffic and serves as a stable foundation for your digital presence. 
  • Website Development: Your website is often the first impression customers have of your business. A modern, user-friendly design ensures your brand is represented effectively and gives you full control over your online presence. 
  • Email Marketing: Email is a timeless and reliable way to maintain a direct line of communication with your audience. It allows you to share updates, promote offers, and build customer loyalty on your terms. 
  • PPC Advertising: Pay-per-click (PPC) campaigns drive immediate traffic and conversions by targeting specific audiences across platforms like Google Ads. PPC provides measurable results and complements long-term strategies like SEO. 

By combining these channels, you’ll build a marketing strategy that is flexible, effective, and resilient—ready to adapt to any changes in the digital landscape.

Adapting to the Ever-Changing Digital Landscape

The digital world evolves at a rapid pace, and flexibility is key to staying ahead. Platforms rise and fall, algorithms change, and audience behaviors shift—all of which can impact how effectively you reach your customers. By embracing a diversified marketing strategy, you prepare your business to adapt to these changes without losing momentum. A strong, multi-channel presence not only safeguards your brand but also allows you to take advantage of new opportunities as they emerge. Building a robust and adaptable approach today sets the foundation for long-term success tomorrow.

How Curiosity Can Help You Stay Ahead

We take the hassle of managing a diversified marketing strategy off your hands, keeping your business active and thriving in today’s digital landscape. By staying ahead of trends and shifts like these, we ensure your brand remains visible and effective across multiple channels. Let us help you build a resilient online presence so your business never goes dark in the ever-evolving world of digital marketing. Contact us today to get started!

How to Request & Give Access to Google Ads Accounts

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Introduction to Google Ads Account Access Management

Google Ads is a powerful platform that enables businesses to create and manage advertising campaigns across Google Search, YouTube, and partner websites. Whether you’re running local service ads or large-scale campaigns, proper account access management is essential for smooth collaboration and security. Granting access to team members, agencies, or collaborators allows them to manage campaigns, monitor performance, and optimize results without sharing sensitive login credentials. Understanding how to securely give access to Google Ads accounts ensures your advertising efforts remain efficient, organized, and protected.

Understanding Google Ads Access Levels

Google Ads offers several access levels to ensure team members and collaborators have the appropriate permissions based on their responsibilities. Here’s a breakdown of each role and when to use it:

  1. Admin:
    Admins have full control over the account, including creating campaigns, managing users, and accessing billing information. This role is ideal for business owners or lead marketers who require complete oversight of the account.
  2. Standard:
    Users with Standard access can create, edit, and manage campaigns but do not have permission to manage users or billing settings. This level works best for team members or agencies focused on day-to-day campaign management.
  3. Billing:
    The Billing role grants users access to view and manage billing details, such as payment methods and invoices. This role is perfect for accountants or finance team members who need billing information but do not require access to campaigns.
  4. Read-Only:
    Read-Only users can view campaign performance, settings, and reports but cannot make any edits. This access level is useful for stakeholders or clients who need insights without the ability to modify campaigns.
  5. Email-Only:
    Email-Only users receive notifications and reports via email but do not have access to the Google Ads dashboard. This role is ideal for team members or executives who only need updates on account activity.

Assigning the correct access level ensures efficient collaboration while safeguarding the security and integrity of your Google Ads account. By thoughtfully matching roles to responsibilities, you empower your team while maintaining control over key account functions.

Step-by-Step Guide to Grant Access to Google Ads

Granting access to your Google Ads account allows team members or agencies to collaborate effectively while ensuring your account remains secure. Follow these steps to grant access:

  1. Log in to Your Google Ads Account
    Go to the Google Ads login page and sign in using your Google credentials.
  2. Navigate to Access and Security
    In the bottom-left corner of your sidebar, click on the Admin icon (gear icon). On the dropdown, select Access and Security. 
Picture of Google Ads backend
  1. Invite a New User
    On the Access and Security page, click the blue plus button to invite new users. Enter the email address associated with the user’s Google account.
Picture of Google Ads backend
  1. Assign the Appropriate Access Level
    Choose the access level that aligns with the user’s responsibilities:
    • Admin: Full access to campaigns, billing, and user management.
    • Standard: Manage campaigns but no access to billing or user settings.
    • Read-Only: View-only access to monitor performance and reports.
    • Billing: Access to billing and payment settings only.
  2. Send the Invitation
    After selecting the role, click Send Invitation. The user will receive an email prompting them to accept access to your account.
  3. Monitor Pending Requests
    You can track the status of invitations under the Access and Security page. Once the user accepts, their role will display as “Active.”

How to Request Access to a Google Ads Account

If you need access to a Google Ads account, requesting it is a straightforward process. Follow these steps to ensure a smooth and professional experience:

  1. Contact the Account Owner
    Reach out to the account owner or admin and explain why you need access. Clearly communicate your role, such as campaign management, reporting, or billing, so they can assign the appropriate access level.
  2. Provide Your Google Email Address
    Share the Google email address associated with your Google account. This is required for the owner to send an invitation through the Google Ads dashboard.
  3. The Account Owner Invites You
    The owner should:
    • Log into their Google Ads account.
    • Navigate to Tools and Settings > Access and Security.
    • Click Invite Users, enter your email, and assign the correct access level.
  4. Accept the Invitation
    You will receive an email with a link to accept access. Alternatively, you can log in to your Google Ads account, navigate to Access and Security, and accept the pending invitation directly.
  5. Confirm Your Role
    Once access is granted, verify that the correct role (Admin, Standard, Read-Only, or Billing) has been assigned to ensure you can perform your responsibilities without any issues.

Troubleshooting Google Ads Access Issues

Managing access to Google Ads accounts is typically smooth, but occasional issues can arise. Here are common problems and solutions to get things back on track:

  1. Not Receiving Access Invitations
    If you haven’t received the invitation email, double-check that the account owner used the correct email address. Ask them to resend the invitation. Check your spam or promotions folder, as access emails can sometimes be filtered.
  2. Incorrect Roles or Permission Errors
    If you don’t have the right permissions to perform tasks, contact the account owner and ask them to review and update your access level. The owner can do this under Tools and Settings > Access and Security.
  3. Issues Accepting Access Invitations
    If you’re unable to accept an invitation, ensure you’re logged into the correct Google account associated with the email that received the invite. Clear your browser cache or try a different browser if the issue persists.
  4. Forgotten or Incorrect Account Login
    If you can’t log in to the Google Ads account, visit the Google Ads Account Login Page and use Google’s account recovery tools to reset your credentials. Ensure you’re using the right email address linked to your access.
  5. Access Still Unresolved?
    For persistent issues, visit the Google Ads Help Center for troubleshooting guides, or contact Google Support directly for further assistance.

By identifying and addressing these common issues, you can ensure seamless access to your Google Ads account and minimize downtime.

Why Proper Access Management is Essential for Google Ads

Properly managing access to your Google Ads account is crucial for both security and efficiency. By assigning clear roles, regularly reviewing permissions, and implementing best practices like two-factor authentication, you can protect your campaigns and ensure smooth collaboration with your team, agencies, or partners. Secure access management not only reduces risks but also keeps your advertising efforts organized and optimized for success. If managing Google Ads access feels overwhelming, let our team take the hassle off your hands. We’ll help you securely manage permissions, ensure the right people have access, and optimize your campaigns so you can focus on achieving your advertising goals. Reach out to us today and let’s get started!