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Google has released the November 2023 reviews update, which overlaps with the core algorithm update that is still rolling out. This will be the last time Google announces a reviews update because they will be happening on an ongoing basis moving forward. Google’s “reviews system” covers any topic that is reviewable, including products, services, and businesses.
WordPress 6.4 has been released. It introduces a new batch of writing and design tools that give users more powerful customization capabilities inside the editor. WordPress 6.4 includes a new default template that contains 35 page layouts, lightbox images that expand on user clicks, background images in group blocks, and more. The new version also contains more than 100 performance-related updates and a range of accessibility improvements.
Structuring content topics based on your buyers’ journeys is key to driving sales. This post includes a simple example from Lattice on using retargeting ads with middle- and bottom-of-funnel content to drive conversions.
Your order confirmation page should be used to create delight and increase revenue. Get more from this page by cross-selling, encouraging account creation, promoting an app, or adding a survey.
Most B2B marketers need to change their playbook. Self-served buying journeys are growing, social media is playing a bigger role in decision-making, paid ads are all over the place, and cold emailing has diminishing returns. To thrive in the new landscape, marketers must understand these changes, then refocus their strategy accordingly. The playbook for succeeding in 2024 includes content marketing, social selling, paid ads, and account-based outbound—each of which has a deep dive in the article.
The MUD (Meaningfulness, Uniqueness, Defensibility) framework is a strategic model that helps organizations evaluate and identify their product differentiators. This post shares how CometChat’s new product marketing team applied the MUD framework. A link to the editable framework is available in the post’s comments.
Most guides on scaling skip the earliest stages or are by authors who haven’t done it themselves - this one focuses on how to reach your first million. The first step is finding product-market fit, which can be done by running paid acquisition campaigns and seeing if users are interested. Then, identify your ICP before doing anything else. Only then should you focus on nailing down messaging, pushing users to their ‘aha moment,’ and optimizing down-funnel metrics.
In this podcast, a Harvard Professor discusses a recent paper on how generative AI could be used to simulate focus groups and surveys to determine customer preferences. With the right input, AI reacts in a way that humans would in surveys which creates the possibility of running studies much faster, cheaper, and with bigger samples. It is not recommended to replace all human studies with GPT or other LLMs, but it opens a lot of new possibilities for marketers.
Customer journey audits provide insight into your winning vs. lower-performing channels. This post contains an audit framework and also prioritizes channels based on owned, paid, and earned/shared.
You can now swipe across on a reply and create a Story focused on that response. This is an opportunity for brands to showcase top fans in a new format in-stream.
First, check conversion tracking quality, then review audience manager, use the “compare” feature to observe results trend, break down the highest spend campaigns, and look at change history.