TLDR MARKETING 2024-08-28

Reach your best audience at the lowest cost →

WHY TIKTOK IS FULL OF TELESHOPPING RIGHT NOW

It's almost impossible to scroll through your For You Page without coming across a live video where you're being directly sold to — akin to the '90s shopping channel QVC. These streams give users community interaction, advising each other in the comments, as well as a celebration moment when someone makes a purchase in front of hundreds of other users. Many businesses in China, the UK, and the US have turned to this sales format via TikTok Shop, as social media users are increasingly willing to make purchases directly through the app.

SOCIAL MEDIA SIGNALS 2024

This deck highlights how younger audiences (18-25 years old) are reducing social media usage, shifting the focus to niche, interest-driven interactions. It discusses TikTok's growing role as a search engine for Gen Z and the rising importance of longer content formats. The deck also emphasizes the need for brands to create serialized, scalable content across multiple channels and the power of "weak ties" in niche communities to build loyalty.

6-STEP EMAIL SEQUENCE TO TURN SUBSCRIBERS INTO BUYERS

To convert subscribers into customers, start with a Welcome Email to introduce your brand and deliver the opt-in offer. Then create a Story Email sharing your brand's background. Next, send a Problem Email to highlight the issue your product solves and follow up with a Social Proof Email showcasing testimonials or case studies. An Incentive Email with a discount can then encourage purchases, and wrap up with an Urgency Email to create a sense of urgency. This sequence works for both eCommerce and personal brands.

BEST PRACTICES FOR EMBEDDING VIDEOS IN EMAIL

When embedding videos natively in emails, ensure your video file is under 10MB. Choose a thumbnail with a clear focal point and a prominent play button to entice clicks. Optimize your email for various clients by setting up fallbacks, particularly for platforms like Outlook that have limited video support. Include strong visuals and concise storytelling to capture attention quickly, and always test how your video performs across different email clients.

JUMP LINKS IN GOOGLE SEARCH CONSOLE

Links with hashtags represent jump links, which will appear in Google Search Console reports when they are displayed on the search result page. Only use the count of search impressions for the main URL, as the impressions for these jump links are essentially double counted. This reporting is helpful though to see how often the jump links are displayed and clicked.

HUBSPOT AI SEARCH GRADER

HubSpot's AI Search Grader analyzes how visible your brand is in AI-powered search engines. Enter 4 fields describing your company to see a brand sentiment score and share-of-voice score. An optional email form unlocks additional reporting, including more detailed sentiment scoring, brand strengths and weaknesses, and competitor analysis.

SO YOU'VE BEEN ASKED TO “HUMANIZE” AI CONTENT

Searches for “how to humanize AI content” have grown 943% over the last 12 months, but doing so is an inherently flawed process. By the time you've researched and added in the human element, you may as well have created the content from scratch yourself. This type of request is also demoralizing for writers, especially when paired with an unrealistic deadline. Companies should use AI models to ideate, plan, and outline content — not ghostwrite it.

THE LOSING TEST THAT LED TO 4% MORE LEADS

This article discusses an A/B test on CTA anchor text that initially failed, but eventually led to a 4% increase in leads. The test compared 3 variations: a control, a version with "free" added, and a more descriptive option. The best practice of adding "free" caused a drop in conversion rates, likely due to users associating it with spam. However, the descriptive option that included the product name in the CTA improved conversions, especially among new visitors.

TELL PROSPECTS WHAT WILL HAPPEN – NOT WHAT TO DO

Don't write headlines that read like orders - instead, make a specific promise that takes the work off your prospect and puts it on your product.

EXCLUDE BOT CLICKS IN KLAVIYO

Inbox providers use bots to verify email links, which give a false measure of engagement - enable the "bot clicks" feature in Klaviyo email settings to get more accurate data.