TLDR MARKETING 2023-09-15

X IS TESTING AN EXPANDED PROFILE BIO SECTION

Users and companies on X will soon be able to include more detail in their profile section. A “View more” prompt will sit beneath the bio summary. This could also eventually lead to a bigger information panel incorporating shops, job listings, and location info.

GOOGLE SEPTEMBER 2023 HELPFUL CONTENT SYSTEM UPDATE ROLLING OUT

Google has begun to push out an update to its helpful content algorithm, which specifically targets content that was primarily created for search engines rather than people. Google wants to reward better and more useful content that was written for humans and to help users. The update started on September 14 and should take about two weeks to fully roll out.

Instead of putting remarketing spend on all unqualified site traffic, Impactable used LinkedIn Ads remarketing to qualify, segment, and convert customers. It created LinkedIn audiences of users who visited its site and built a qualifying layer on top of them to only display ads to relevant segments. After 6 months, Impactful saw a 10% increase in conversion rate and a 40% reduction in cost per conversion.

HOW A WEBSITE INCREASED CTR BY 900%

A website owner increased CTR on a page by 900% by changing the title tag. The page ranked first but had a poor CTR of less than 1%. The title tag closely resembled the pages ranking beneath it, so they added a few extra words to make it stand out. The page maintained its ranking and saw an immediate increase in CTR.

AUDIENCE CONNECTION

Customer marketing can increase brand loyalty, turn customers into advocates, and provide social proof, making it integral to brand growth. Brands like Aerie and Glossier utilize user-generated content to make customers feel seen and connected. McDonald's demonstrates a deep understanding of its audience through relatable content and posts, while Zara's diverse creators highlight products in authentic ways.

E-commerce sites will now have more insights into their visibility within Google’s Shopping tab. The enhanced reports will allow site owners to get notified when SKUs are no longer eligible to appear in the Shopping tab. Additionally, they will provide recommendations to improve the visibility of products.

MOST STARTUPS SHOULD SKIP SEO...FOR NOW

Startups should reconsider prioritizing SEO since it may lead to unrealistic expectations due to its top-of-funnel focus. Unless the startup's strategic goals align with SEO outcomes and they have long-term objectives, investing in SEO is not likely the best choice. Alternatively, paid advertising campaigns can offer quicker results, adding users and revenue that can support the funding efforts in a resource-constrained environment.

ADS

The TikTok Ads library is an open book of information about what’s hot for advertisers on the platform. It is also a useful tool to discover new audience demographic combinations to target. This post shares 11 tips to stand out from the competition and squeeze the most out of your TikTok Ad spend.

7 PLACES YOU SHOULD PUT KEYWORDS ON A PAGE TO RANK

A page’s target keyword should be used in the first 100 words, in image alt text and/or file name, and in headings.

5 WAYS AMAZON IS MAKING IT EASIER TO SEARCH AND SHOP FOR PRODUCTS

Amazon launched new search and discovery tools for its mobile app, including multimodal search, expanded augmented reality features, and "Find-on-Amazon", a tool that identifies products from photos shared through the app.

B2B DOESN’T HAVE A MARKETING PROBLEM. IT HAS A CULTURE PROBLEM

A think-piece that argues the cultural problem in B2B is the resistance to change and the adherence to outdated models of sales and marketing.