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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.
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LinkedIn is expanding its sponsored articles ad option to include sponsored newsletters, allowing brands to generate leads from their LinkedIn content. With newsletters seeing significant growth, this new feature can help brands reach more people within their sector. Sponsored newsletters function similarly to sponsored articles, allowing companies to boost their content and attract more sign-ups. This extension also includes the potential to sponsor existing newsletters by partnering with popular creators on LinkedIn.
Instagram has confirmed it is not prioritizing long-form content. The platform's focus will be on connecting users with friends and helping them explore interests. Short-form video aligns better with these objectives, as long-form content reduces interaction with friends. Instagram will leave long-form video experiments to TikTok. There are no plans to revive IGTV.
Spotify is allowing listeners to leave comments on episode pages. Creators can like and respond to comments and control which comments appear on their pages. Comments are optional for podcast hosts and will be rolled out this week. This move brings Spotify into closer competition with YouTube and builds on its expansion into video podcasts.
There are three criteria a growth flywheel must meet to be effective: the activities flow smoothly from one point to the next, each rotation is easier than the last rotation, and each rotation produces more than the last rotation. One of Jay Clouse's newsletter flywheels is his automated new subscriber welcome email, which asks users what issues they're facing that they want to see him write about. This makes it easier to generate content ideas while also helping him grow an engaged audience by creating relevant content. Brands can create growth flywheels by focusing on the messenger as much as the product, creating an identity its audience wants to show off, and leveraging happy customers to gain new referrals.
An in-depth analysis of the SEO tactics used by leading digital brands amidst the evolving landscape of AI and algorithm updates. NextDoor's AI-generated content tripled its search traffic. MondayMysteryMovie.com captured a meaningful amount of search traffic and newsletter subscribers while focusing on a niche topic. Chegg used automated AI responses to boost its content volume and search visibility. Marketers can learn from these 45 examples to refine their SEO strategies.
A simple 5-step process to get data on whether Google's switch to pagination has impacted your site's impressions, clicks, or CTR.
Companies now prefer T-shaped marketers, or specialists in one area, over V-shaped marketers.
An AI-generated fake news story about the Ukrainian president's wife buying a Bugatti with US aid money quickly became a trending topic, amplified by bots and Russian media.
Despite indisputably reshaping how people across the globe seek answers to their questions, ChatGPT won't be dethroning Google Search anytime soon. Google's global search market share bumped up to 91.1% in June, while ChatGPT web visits fell 12%. Rising ad revenue from Google Search also helped boost Google's profits by nearly 60% in the first quarter.
Evergreen content includes how-to guides, FAQs, listicles, and thought-leadership interviews. This type of content, which can be repurposed across various channels, improves a brand's sending reputation and ensures emails are more likely to reach their audience's inboxes. Focus on timeless topics, optimize for SEO, conduct thorough keyword research, and ensure the content is relevant to your audience's needs. Implementing evergreen content into email campaigns also saves time and resources, reducing the need for constant updates.
Publer is a social media management tool that allows marketers to manage online content with ease. Its features include post scheduling, performance tracking, content recycling, and link in bio pages. The tool integrates with all major social platforms as well as YouTube, WordPress, and more.
Copywriter GPT generates copy for marketing campaigns. Image Generator specializes in generating images using a mix of professional and friendly tones. Presentation and Slides GPT generates a presentation or slide deck to convey an idea or introduce a product.
AI voice generators can save time and improve production quality. This article examines leading tools like ElevenLabs, Speechify, WellSaid, and Listnr. It lists the prices and the unique features offered by each tool, such as voice cloning and emotional inflections.
It now takes 12-15 touches from a BDR to get a prospect ready to speak with sales. Marketers should proactively map out a multi-touch email outreach program to increase prospect engagement and conversion. Once it's up and running, keep tabs on performance and tweak the emails every couple of weeks. This article provides an example of a 12-touch email outreach program that spreads across 21 days.
This podcast explores the Bored Ape Yacht Club as a case study, highlighting how NFTs can create value, brand loyalty, and community through digital ownership and scarcity. The conversation also looks into how NFTs and Web3 technology can transform traditional business models and consumer interactions.
The European Commission's relentless regulation of the internet and big tech companies is getting to the point of regulatory overreach that creates poor user experiences.
Brands don't view social strategies as cohesive packages as much as they used to — they view them as fragmented videos, memes, and photos.
A checklist for a content brief for a blog post.
The European Commission has issued a new request for information to Amazon regarding its advertising practices and recommender systems, highlighting a push for greater transparency under the Digital Services Act. This scrutiny could lead to more transparent ad targeting and potentially fairer competition on Amazon's platform.
Contrary to stereotypes, 62% of parents observe that their Alpha children are more socially engaged, with twice as many interests as Gen Z. Their interest in reading has declined to 42%, down from 53% for previous generations. Alphas favor quick entertaining content such as how-to videos and DIY hacks. 81% of Alphas lean towards brands that provide educational and community-driven interactions. 83% of them also like brands that have physical stores because they value IRL interaction.
This article shares 11 BFCM email campaigns from The Couture Club, Beyond Yoga, and Splash Wines. Tactics include exclusive early access, daily deal drops, and wallet-friendly promotions.
Referrals aren't something you just slap onto your product. Most B2B companies fail at implementing financially incentivized referrals because they're more expensive than in B2C. The incentive needs to be meaningful enough to justify the customer's “relational capital” and align with your LTV:CAC. Building an organic word-of-mouth loop using methods like NPS surveys, onboarding responses, or social shoutouts before launching a referral program is essential.
TermSniper identifies search intent for any keyword and suggests content tips for optimizing. SEO.ai offers AI-driven research that can match target keywords to a target audience. Free SEO Keyword Research & SERP Analyzer is a custom GPT on ChatGPT that can scrape any Google search result page and analyze keyword usage, intent, and the target audience.
TikTok has implemented new restrictions on ad targeting, added more data controls, and updated disclosure elements. Advertisers are no longer able to reach teens in the U.S. using personalized targeting and campaign selections. TikTok is also giving users more control over their logged interests, advertiser-connected data from off-platform, and activity history.
Between 2018 and 2023, GitHub grew its ARR from $250 million to over $1 billion and its user base from 30 million developers to over 100 million. Its growth strategy includes an unwavering developer-centric positioning, expanding its platform with relevant and innovative solutions to its users' problems, and strong cultural values and community alignment. Despite initial criticism when Microsoft acquired the company, GitHub stuck to its own positioning and maintained a brand that developers trust.
Despite being a mature brand and bringing in millions of views on other channels, Ahrefs underestimated how long it would take to surpass 10K downloads of its podcast. Tim Soulo, CMO at Ahrefs, shares 10 compelling reasons why your brand shouldn't start a podcast. It's a lot more work than you think, being a good interviewer is difficult, and it's a bad content format to sell your product.
Historical practices like bartering have evolved into modern dynamic pricing. Facilitated by big data, AI, and online retail platforms, brands like Wendy's and Walmart are implementing dynamic pricing strategies, addressing consumer fears by ensuring fairness. Dynamic pricing adjusts prices based on demand, time, and customer behavior.
Top national TV ads from H1 of this year categorized by apparel, alcohol, banking, sports, travel, and more.
Insights and lessons related to Google Ads, marketing, personal growth, mindset, emotions, growth, and more.
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X is planning to launch at least 3 new features across the platform that are powered by Grok. These include an "Ask Grok" prompt on highlighted text, a "More about this account" prompt, and a "Grok drawer” that allows users to access Grok anywhere on X. These features will likely only be available to X Premium subscribers.
Media companies are expanding into gaming to capture user attention and tap into the $221 billion global gaming market. Netflix offers nearly 100 games, including titles tied to its original series. YouTube introduced "Playables," a collection of over 75 minigames accessible to all users on desktop and mobile without downloads. Sling TV launched "Arcade," which features 10 classic games playable alongside TV content. LinkedIn introduced 3 games designed to foster connections among users playable only with direct connections.