TLDR Index
TLDR Marketing

TLDR MARKETING 2024-06-18

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02STRATEGIES & TACTICS

DON'T BE ON TIKTOK UNTIL YOU ARE READY TO BE ON TIKTOK

Brands struggle on TikTok due to several key factors: reluctance to embrace unconventional or "ugly" content that resonates with the platform's audience, failure to engage through compelling hooks and in-app styles that disguise branded content, and a lack of strategic posting that prioritizes quality over quantity. Successful TikTok strategies involve leveraging capcut filters, meme-style content, and real-life moments, deviating from traditional brand presentations to capture user attention effectively. Planning content as a social calendar without thoughtful engagement strategies can lead to TikTok penalizing brands by limiting their reach.

linkedin.com2 min read

RELAUNCH THE OLD STUFF

Product marketers often focus on launching new features. However, the majority of impactful changes often come from repositioning existing ones. This approach is effective because not all new features achieve product-market fit. Customers typically value established functionalities the most. Even when a new feature succeeds, refining its messaging over time based on customer feedback can enhance its effectiveness in attracting prospects.

linkedin.com1 min read

HOW TO WRITE BETTER DIGITAL PR EMAIL SUBJECT LINES

Reboot Online conducted a study of over 1,000 email subject lines to identify the length, types, and styles of headlines that are most likely to grab journalists' attention. Avoid using questions, which have a 13% lower open rate than statements. Provide a clear and direct subject line that tells the recipient exactly what they will get. Common words like “data,” “study,” and “survey” don't significantly impact open rates and can sometimes be seen as spammy.

buzzstream.com18 min read

03RESOURCES & TOOLS

UTM BUILDER TEMPLATE (GOOGLE SHEET)

This UTM Builder template helps organize UTMs and campaigns. Enter your base URL and use the dropdowns for the applicable parameters. The full URL is available in the right-most column.

docs.google.com

NOTION'S ULTIMATE CAMPAIGN PLAYBOOK

Notion created a campaign playbook template to foster seamless cross-functional coordination from planning to post-mortem. It provides a framework and checklist covering each critical campaign phase: pre-planning, project briefing, cross-functional kick-offs, channel planning, creative development, launch, and recap & retrospective. A link to the playbook and campaign brief templates is provided.

kevanlee.substack.com3 min read

04MISCELLANEOUS

HOW TO BRIDGE THE GAP BETWEEN CREATIVE MARKETERS AND MARKETING ANALYSTS

Employees waste 5.3 hours every week waiting for data from colleagues. Marketers have historically built structures that grouped specialities together, with “creatives” on one team and “analysts” on another. However, today's always-on campaigns require constant feedback loops between these functions. To bridge the gap, invite both teams to initial kick-off meetings, create a shared dashboard that's easily accessible, reserve a set amount of time to refine campaigns-in-flight, and ensure all teams aim for the same targets.

martech.org5 min read

INBOUND VS OUTBOUND PMM

Inbound PMMs concentrate on market, customer, and competitor understanding to shape product strategy and roadmap. They conduct research, gather insights, and aid in GTM strategy development. Outbound PMMs handle product launches, including GTM planning, positioning, cross-functional coordination, and sales enablement. These roles differ in focus, skills needed, and impact on the product life cycle, with Inbound PMMs influencing early stages and Outbound PMMs focusing on market introduction and growth.

newsletter.pmmcamp.com4 min read