TLDR MARKETING 2024-10-11

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TIKTOK LAUNCHES NEW IN-STREAM SHOPPING PUSH

TikTok reports that millions of items have been purchased from nearly half a million merchants and brands over the past year through its in-app shopping feature. As part of its push to boost in-stream shopping, TikTok has launched the “Fall Deals For You” campaign, offering discounts from brands like Dyson and e.l.f. Cosmetics. However, despite efforts to replicate the success in China, Western users remain cautious about shopping directly within social apps.

THE SUBSCRIPTION ECONOMY HAS REACHED A WATERSHED MOMENT

Subscribers are frustrated by rising prices, lack of flexibility, and "vampire subscriptions" they can't track. While password-sharing crackdowns have led to new subscriptions, many users are opting to cancel or seek alternatives. The popularity of tiered subscriptions, particularly those with ad-supported plans, is growing, but they risk diminishing user experience through excessive advertising. In Europe, indirect subscriptions through telcos are thriving, and Super Bundling platforms that consolidate multiple services are anticipated to lead the market by simplifying billing and enhancing customer satisfaction.

6 TAKEAWAYS FROM STORYLANE'S DEMO DUNDIES

Storylane's Demo Dundies event successfully reactivated cold enterprise deals by focusing on customer advocacy. By aligning the event with pop culture, specifically referencing The Office, it tapped into an engaged fan base. It maximized reach with shareable content, involving over 100 nominees and panelists to promote the event, and incentivized participation with a $5,000 trip to Paris. The team carefully scripted and rehearsed the event, using costumes and humor to enhance engagement. The event's recording was repurposed for sales enablement, helping close deals with cold prospects.

HOW SOCIAL LISTENING INCREASES CUSTOMER ADVOCACY: 6 EXAMPLES

Customer advocacy is built by turning loyal customers into promoters of your brand. Social listening helps brands identify these advocates, track online conversations, and respond to feedback in real time. This approach enhances customer relationships and drives brand awareness. Examples of this strategy include brands like Grubhub, which used social listening during the pandemic to address concerns, and Spotify, which created dedicated social accounts for support.

A COMPLETE GUIDE TO CREATING AN EDITORIAL CALENDAR

An editorial calendar plans content over time, while a content calendar handles day-to-day tasks. The guide presents 9 steps for building an editorial calendar, starting with defining goals and conducting research. It recommends choosing publishing channels, mapping resources, and assigning tasks. Flexibility is key to adapting content based on industry trends or business shifts. Sharing the calendar with teams ensures alignment with business objectives.

LETTERDROP

Letterdrop improves B2B demand gen and prospecting on LinkedIn by simplifying thought leadership content. The tool listens to your sales calls to learn what buyers are asking, then generates LinkedIn posts based on real customer conversations you've had. The result is more buyers connecting, following, coming inbound, and responding to outbound.

SONOS, CUSTOMER BACKLASH, REDDIT, AND A GUY NAMED KEITH

The r/Sonos subreddit has grown to 261,000 members, with many expressing frustration over the recent Sonos app redesign. Amidst criticism, Keith Nieves, a Sonos employee known as "KeithFromSonos," has managed to earn user appreciation through authentic and transparent engagement in the community. His approach includes balancing customer support with genuine interactions, such as using humor and participating in conversations.

PAINKILLERS VS VITAMINS IN B2B MARKETING

Selling "painkillers" is easier than "vitamins" because they address urgent needs, leading to faster purchasing decisions. In B2B marketing, painkillers solve immediate problems that prospects can't ignore, reducing objections like “call us back next year.” This approach contrasts with vitamins, which offer long-term benefits but don't create the same urgency.

BYTEDANCE'S WEB SCRAPER IS ON A MASSIVE DATA GRAB SPREE

ByteDance's web scraper, Bytespider, is rapidly collecting online data at a rate higher than other tech companies. It has increased its activity in recent weeks, gathering data 25X faster than GPTbot and 3,000X faster than Anthropic's ClaudeBot. ByteDance's bot ignores restrictions set by some sites to block scraping, raising concerns about its aggressive data collection.

REDEFINING BUY NOW, PAY LATER: A CUSTOMER-FIRST APPROACH WITH AFFIRM'S COO & CFO MICHAEL LINFORD (61 MINUTE PODCAST)

Affirm COO and CFO Michael Linford discusses the company's no-consumer CAC model, how it manages consumer sentiment swings, and more.

5 CONTENT IP EXAMPLES

Examples of who's doing “Content IP” well on LinkedIn.

20 SEOS TO FOLLOW ON LINKEDIN

A list of 20 SEO strategists, digital PR experts, and industry watchdogs to follow on LinkedIn.