TLDR Index
TLDR Marketing

TLDR MARKETING 2023-12-14

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02STRATEGIES & TACTICS

YOUR LANDING PAGES AREN'T JUST A CAMPAIGN DESTINATION – THEY’RE A TESTING GROUND

PPC landing pages should be used for more than just campaign destinations. Marketers can use them to find out which use cases resonate the most, what pricing elements drive conversions, and what inhibits the demo request experience. These campaigns can be used as an experiment sandbox to gain insight into your brand’s entire website strategy.

linkedin.com1 min read

20 QUICK SEO WINS TO HELP YOU RANK FAST

Although SEO is a long game, there are simple actionable steps that can move a website further. Tips include optimizing page ranking on page 2 of Google search results, sponsoring an event to acquire backlinks, leveraging 404 pages as branding and conversion opportunities, and more.

23333973.fs1.hubspotusercontent-na1.net5 min read

HOW TO ADAPT YOUR CONTENT STRATEGY TO YOUR GROWTH STAGE

In the early stage, brands should aim for a minimum viable content strategy focused on experimentation, velocity, and a fast feedback loop. Appropriate content formats include social media lives, Reels, and emails – ideally planned in weekly sprints. In the growth stage, brands should build long-term content programs that support sustainable revenue and brand authority. This could include podcasts, SEO, and case studies – in addition to the formats that succeeded in the early stage.

linkedin.com2 min read

03RESOURCES & TOOLS

10+ MUST-KNOW SEARCH OPERATORS ON GOOGLE

Google search operators are useful for looking up a company’s SEO or competitor research. This post is a refresher on how to search for specific file types, gated content, or new potential customers on Google. It’s easy to find people on LinkedIn by typing in “site: linkedin.com + jobTitle + companyName”.

linkedin.com2 min read

IT TAKES 20 MINUTES TO COPYRIGHT A WEBSITE – HERE’S HOW

This guide explains the steps to copyright a website. Even though content may be inherently copyrighted upon publication, it lacks defense against plagiarism. To protect it, you can register your website with the US Copyright Office (USCO), ensuring ownership and protection against infringement and potential statutory damages. The process requires creating a USCO account, filling out an application, and submitting the necessary documents. Everything can be done online.

quicksprout.com8 min read

04MISCELLANEOUS

HOW RESEARCH RESCUED A WEBSITE REBRAND

RealEstateU, an online education site, saw a 30% drop in sales after completing a website redesign. Its team then completed a customer research study, which revealed that users perceived the site as sketchy and untrustworthy relative to competitors. They redesigned the site again, this time with a relaxed color palette, trust signals in the form of customer reviews, and persuasive copy. As a result, the site’s conversion rate exceeded its original level.

conversion-rate-experts.com5 min read

8 COGNITIVE BIASES TO INCREASE CONVERSION + EXAMPLES

This article describes 6 additional cognitive biases with examples. Cognitive biases are psychological tricks that can influence users’ choices and are a powerful lever to boost conversion. Authority Bias represents how people tend to have a higher perceived value of a product when a figure of authority is talking about it or validating a statement - Rise Science leveraged this in creating a “Learn” tab in its app, with scientific studies outlining the importance of sleep, which supports the app's main value proposition. Loss Aversion represents how people tend to avoid losses rather than acquire equivalent gains - Abode leverages this in its cancellation flow by reminding users of the products they’ll lose access to.

thegrowthmind.substack.com6 min read

HOW TO WRITE YOUR LINKEDIN COMPANY PAGE

This post shows how a user wrote their company's LinkedIn page like a landing page to garner a 40% CTR. The company description included a bold claim that could be backed up with proof. Its About section spoke to users’ pain points and explained why the company’s product was their solution. The company’s product’s functionality was described via a list of tasks that users no longer needed to do.

linkedin.com2 min read