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85% of online shoppers hesitate to re-order from a retailer after a poor delivery experience. Over 80% of consumers expect regular updates through the order fulfillment process. Trust is built through seamless order tracking, responsive technical support, and hassle-free return and refund processes. Free shipping, quick customer service, and leveraging real-time info also play key roles in converting one-time buyers into lifelong advocates.
Link exchanges are a link-building tactic where you link to a website, and they link back to you. Google's link spam guidelines say “excessive link exchanges” are against its policies, but reciprocal linking is natural and not bad for SEO. Thoroughly check the website's quality and relevance and avoid link networks or PBNs. Conduct link exchange outreach by pitching post ideas or proactively mentioning the site in a post.
A guide on how to use Screaming Frog and ChatGPT's API to map related pages on your website. First, use an existing custom Custom Javascript in Screaming Frog to get an export of the URLs with vector embeddings, which represent the relationships. Then, use the provided Python script in Google Colab to map the most relevant other URLs to each of the URLs.
TikTok partnered with Eventbrite to streamline ticket sales for live experiences on TikTok. Events can be managed directly within the app. This new feature lets fans purchase tickets without leaving TikTok, simplifying the process for both organizers and attendees. Event organizers can easily link events to their videos, and users will see the most relevant events based on their location.
Megan Morreale, former Head of Content Marketing at Reddit and Taboola, believes that the traditional content marketing role is fading. Companies now prefer specialized roles focusing on specific aspects like SEO, email, or social media. Morreale advises content marketers to leverage their skills in more strategic, revenue-driven roles within growth or product marketing teams.
A chart that maps out growth channels, comparing brand-building vs. pipeline-generation and difficult vs. easy.
Commenting, creating content in batches, diversifying content formats, and utilizing polls are key ways to increase engagement on LinkedIn.
Forums are making a comeback as Google favors sites with genuine user interactions, such as Reddit and Quora, leading to a decline in visibility for traditional niche websites. This change highlights the importance of building dedicated forums to encourage user participation and create valuable, community-driven content. Emphasizing authenticity and engagement can help niche sites regain relevance in search rankings.
77% of marketers plan to increase trend-based social media content over the next year. 9 in 10 creators find trend-based content outperforms non-trend-based alternatives. Over a third of creators and 18% of consumers say trend-based content drives more conversions. Trend-based content enhances reach, follower numbers, and engagement. Nearly 89% of creators are being approached to create more trend-based content often centered around storytelling trends.
Frequent errors in international GTM strategies include weak localization, inadequate transition plans from testing to execution, and poor metric tracking for new markets. Failing to localize marketing content can result in campaigns that don't resonate with local audiences, while not having a clear plan to scale from initial market testing to full execution can delay growth.
Bluesky's open access has led to a surge of new users looking for content ideas. 7 recommended strategies: starting with an introduction, finding relevant custom feeds, repurposing content from other platforms, engaging in cultural conversations, sharing visual content, interacting with others, and using hashtags for inspiration. The platform's newness allows users the freedom to experiment and discover what works best for them.
Get Roasted Now offers “expert roasts” of landing pages containing actionable advice for improving conversion. The company marks up your landing page in a private Figma canvas with clear recommendations, delivered within 2 business days. Pricing starts at $99 for a single roast and a "conversion quick wins checklist”.
Meta is rolling out a new feature that allows advertisers to showcase custom offers, such as ‘20% off' or ‘$10 off', directly on Instagram ad call-to-action buttons. It's currently limited to single-media ads in Instagram Stories and not available to all ad accounts. The feature supports dynamic sourcing of offer details from the ad's website URL, up to 20 offers per ad, and predictive display of the offer most likely to convert.
Instagram introduced a new feature allowing users to upload carousels with different sized images. Carousels containing full-screen images are not eligible for boosting. Users will receive an error message when attempting to boost such posts. While this is the only restriction on the new carousel format, it could impact brands' social strategies.
A great brand enables e-commerce companies to close sales without relying on the cheapest offers or so-called best practices. Diptyque, a candle brand, charges $15 shipping despite “free shipping” being commonplace in e-commerce. It doesn't have to compete to be the cheapest because it's a respected, aspirational, and well-designed brand. Companies should consider long-term product and brand strategy before just implementing every industry best practice that promises a conversion lift.
Underwhelming AI Overviews, ranking volatility, an unwelcome reception of GA4, and Google Ads' focus on big brands have all contributed to Google's declining “marketing share.” Marketers are looking elsewhere for non-paid traffic, and luckily some social media apps and AI chatbots are increasingly used for search. This article walks through 8 alternatives to Google, such as TikTok, Perplexity AI, Reddit, and DuckDuckGo.
Websites should only use the disavow tool after receiving a manual penalty notice from Google and only when that penalty is related to backlinks. Otherwise, the tool has little to no value.
"Branding Love Letters," focusing on emotional connections in branding, "Unseen Unknown," emphasizing strategic futurism and cultural insights, and "Can Marketing Save The Planet?" explores the role of marketers in promoting sustainability.
Scammers can change the map location of Google Business Profiles using the ‘Suggest an edit' feature, potentially tanking the rankings for that business.
YouTube Music has introduced an AI-powered radio for custom playlists and a Shazam-like tool for identifying songs by singing, humming, or playing them.
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Google's AI Overviews are now visible in fewer than 7% of queries, particularly dropping in education, entertainment, and e-commerce sectors. The presence of AI-generated content has been reduced due to issues with incorrect and hazardous answers, with Google focusing on enhancing accuracy and reducing reliance on user-generated content from sites like Reddit and Quora.
Two companies in the same category could have very different budget mixes for creating vs. capturing demand. Determine your total ad spend, the available demand for capture, and the size of your ICP on social channels for demand creation. Pair this data with historical CPMs to decide how much to allocate to each campaign type.
This post advises against blindly using homepage copy templates and suggests structuring content around distinct "zones" for better impact. These 6 zones include positioning, credibility, problem definition, capabilities, impact, and business case. Adjust the order and emphasis and include objection handling, callouts for marquee features, and extra social proof.
Customizing Google Ads conversion tracking involves understanding its structure, including categories like “Submit lead form” and “Sign-up.” Setting up primary conversions for key actions to optimize, such as lead form submissions and phone calls, while designating actions like page views as secondary, helps avoid skewing data. Regular updates to account default goals and leveraging campaign-specific conversion goals ensure accurate tracking and optimization tailored to each campaign.
Essential features of a good link in bio tool include customizability, ease of integration with social platforms, user-friendliness, analytics, and affordability. Popular tools include Linktree, Flodesk, Shorby, Hopp, Linkin.bio, Beacons, Campsite.bio, and ContactInBio. They allow users to personalize their link pages, track performance, and integrate e-commerce and payment processing.
Grammarly's marketing focused on SEO, content marketing, social media, and email in its early days. After receiving funding, it began to heavily invest in paid advertising, including branding and awareness campaigns, while also expanding its social media presence. The brand's freemium model, which creates a low-friction entry point, is a perfect example of product-led growth.
Marketers use psychology to understand and convince consumers to take action. The Bandwagon Effect represents how people often follow what others do because they want to fit in with the group. Conservatism Bias is how people naturally prefer existing evidence over new evidence that might change their view on something. The Arch Enemy represents how people feel more involved in a story, event, or situation when there is a clear enemy that needs to be defeated.
Marketers tend to want to make prettier ads, but the first reaction, relatability, and authenticity are what really matter.
List of great job interview questions that go beyond the standard to uncover standout qualities in marketing candidates.
Beam shares the brief template it uses for every article, ebook, case study, and guide it publishes.
Amazon's new lead generation ad type gives advertisers the opportunity to expand their customer base and tap into Amazon's data-rich environment even if they don't sell products on the platform. Ads appear across Amazon's properties, including the homepage and product detail pages, as well as owned sites like Twitch and IMDb, and third-party destinations. Placements are automatically optimized based on targeting tactics and desired outcomes.
Walmart's retail media network is far ahead of the pack compared to U.S. peers when it comes to delivering advertising impressions – 11 billion impressions in Q1 in fact, while Target generated fewer than 7 billion. It has invested heavily in its retail media network, Walmart Connect, making ambitious bets on building out an ad-tech infrastructure. Walmart Connect also has data-sharing partnerships with major platforms and publishers, including TikTok and Disney. Other retail media networks in more specialized categories, like pet supplies (Chewy) and home improvement (The Home Depot), have also reached a high degree of scale, with over 1 billion impressions each.
Most billing reminders prompt cancellations by simply stating, "You're about to be charged again" with a "Manage My Subscription" button. To reduce churn, make these reminders more engaging. Tactics for doing this include offering free gifts, highlighting future benefits, providing one-time add-ons, and allowing delays for users needing more time.
Before beginning outreach, have a clear strategy that considers the type of influencers you want, what you can offer, and your communication process. Write a good outreach email that includes a personalized compliment, a brief introduction about your brand, and a simple yes/no question. Following up is crucial - keep follow-ups short, personalized, and spaced out over time to maintain engagement without being pushy.
This post shares 8 steps in building SEO backlinks using Google Keyword Planner. It includes choosing a content topic, building a top 10 list of keywords for your topic, searching and building out the data, creating a report, finding relevant journalists, and sending the reports out to the journalists.
Google Gemini, formerly known as Bard, can be a powerful tool for SEO keyword research. This post provides a series of prompts that provide a full content plan for a target keyword, related keyword clusters, and additional related content ideas.
YouTube is adding 6 new tools to Shorts designed to break down barriers to creation. Auto layout on Android automatically tracks the main subject in your longer-form video as you're turning it into a Short. Text to Speech allows you to have text on Shorts narrated or spoken out loud. The new “Add yours” sticker encourages watchers to engage with their own related content. Auto-generated captions, with additional editing and styling options for the text, are also being added.
Google has implemented several significant updates in the past couple of months that impact all advertisers to varying degrees. The new UI interface, which will fully replace the existing design on August 30, features a new admin menu. “Brand inclusions”, which instruct Google to show ads only when the brand is included, are now available for campaigns solely using broad match keywords. Negative keywords will now consider misspellings of a word, rather than only considering the exact keywords. Google will no longer accept credit or debit cards as a payment method – moving forward, advertisers must use direct bank payments.
In this interview, Alice Chen, Director of Social and Community at Away, discusses their strategy of creating bespoke briefs for influencers and moving swiftly to capture cultural moments. Examples include their successful campaign with Jake Shane, which used a viral video format, and their Pride collaboration with Willie Norris, which deeply resonated with the community. Chen also stresses the value of treating influencers as true partners and allowing the social team to innovate and react quickly.
Your value proposition is at the heart of all your go-to-market activities – particularly in the startup stages. First define the problem, while assuming that people don't want more products. Ask yourself what the risk or consequence is that's associated with the problem, which is the customer pain point. Next, list your product's capabilities and connect them to the problems you've identified in the prior steps. The more thoroughly you solve the issue, the more interested people will be. Finally, prove that your product solves the problems with customer case studies. With all of this information, you can now summarize your value proposition - use no more than two sentences.
16 lessons that marketers can take away from KitKat ads.
An infographic outlining 8 tips to align your SEO and PPC funnels.
A study by the FTC revealed that nearly 76% of subscription services use manipulative design techniques.
Despite its decline, the deinfluencing trend still occasionally resurfaces, challenging brands and influencers alike. Brands like Stanley and Skims have shown resilience by leveraging strategic influencer collaborations and timely marketing to bounce back from controversies. The lesson for marketers is clear: authenticity and a solid crisis management strategy can mitigate the temporary disruptions caused by deinfluencing.
Many marketers prefer rebrands over big ad campaigns because rebrands allow them to stay relevant and agile in a rapidly changing market. By investing in brand building, companies like Kraft Heinz and Wayfair can better understand consumer behavior and create a holistic strategy across multiple channels. This approach helps to maintain a strong identity and connect more deeply with their audience, rather than relying solely on short-term performance marketing.
Earlier this year, Canva ran an experiment on its “Teams” plan pricing that evaluated two attributes: price per person and minimum commitment. The brand tested 4 variants, ranging from $60-$159.90 per seat and up to 5 minimum seats. The winning plan was $100 per seat with a 3-seat minimum. The results suggest that showing the cost per seat, rather than a total for all seats, is a better strategy. Additionally, round numbers (e.g. $100) can actually perform better than lesser non-round numbers (e.g. $99.90).
Identifying invisible obstacles in users' lives is essential for reducing friction and improving conversion rates. For example, customers might delay purchasing a new couch because they are unsure how to dispose of their old one. Adding a service to manage old furniture can address this issue. Tools like Hotjar can be used to observe user behavior and identify points of hesitation. Understanding that fear of disrupting existing workflows can also be a barrier. Companies should provide solutions that minimize risk and boost user confidence.