LinkedIn posts that contain images outperform those without by 50-60%. Don't just tell people you're hiring, having a sale, or just launching a new feature - show them through visuals and colors. LinkedIn users also love a good emoji list, and much like any other social media platform, a controversial thought or opinion always draws attention. If there's a status quo in your industry, a behavior that everyone exhibits, or a trend that the majority of your competition sheepishly follows — go against it.
A launch strategy is short-term (1 week - 1 month), while a GTM strategy is long-term (6 - 12 months). Launching a product focuses on creating awareness and guiding people through the entire customer journey. It requires specific segmentation, personalized messaging, and a killer experience from start to finish. A GTM strategy is based on insights gained after the initial launch. It should be flexible and reflective of the product's success, particularly regarding achieving PMF. If the initial launch fails due to a lack of product stickiness, all marketing efforts should be paused until the product's issues are addressed.
Battlecards equip teams with quick-fire responses to queries or objections a customer might have. This Google Doc details key components any killer battlecard should include.
A user on LinkedIn asked for email service provider alternatives to Klaviyo. The comment thread includes numerous recommendations and their benefits and features. Omnisend, Sendlane, Attentive, and Yotpo were amongst the top contenders.
A common blunder made by copywriters and marketers is to speak to a group when one person is the audience. Teams do not read sales letters or website pages — individuals do. Sales are made (and lost) one by one. Copy should speak to one person whenever possible, avoiding language like “some of you” or “people just like you.” Speaking insider-to-insider strengthens the copy as it shows that you are one of them. No matter how educated your audience, make your message easy to consume.
When every brand is vying to be the one that says it loudest, be the one that says it best. Tone and messaging add a lot of nuance to creative, but too many brands generate content without considering the writing. To get messaging right, brands should start by researching their audience, their market, and what they (realistically) offer. Next, develop a persona for the brand that will anchor everything you write. Avoid writing copy to simply sound like your audience — it's better to sound like your brand.
Pinterest stands apart in today's social media landscape as a refuge from drama and opinion overload. It offers a serene haven focused on self-care and positivity. Studies have shown its positive impact on reducing stress and burnout. Users appreciate its inward-facing nature, devoid of vanity metrics and negative discourse. Pinterest's algorithm prioritizes saved content, providing a relaxed browsing experience. It doesn't reward a “more is more” mentality, and creators feel less pressure to constantly update their audiences in real time.
X is now leveraging its Grok AI engine to condense trending conversations on the platform into real-time summaries.
A recent report delves into the evolving landscape of post-pandemic travel, revealing preferences for spontaneity, cultural immersion, and loyalty programs and urging marketers to adapt strategies to meet shifting expectations.
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Snapchat unveiled a suite of new AR and ML tools aimed at empowering brands and advertisers to create more engaging experiences on the platform. These tools include enhanced AR try-on assets, branded AR ads with generative AI technology, and AR Extensions for seamless integration into various ad formats.
After a period of negotiations and music removals, TikTok and UMG have reached a new licensing agreement. This agreement not only restores UMG tracks to TikTok but also includes enhanced promotional opportunities and improved compensation for artists, reflecting the growing importance of digital platforms in the music industry ecosystem.
Preply, an online language tutoring company, grew its monthly search traffic from 0.5M to 3.8M in 3 years using a multi-pronged SEO strategy. Its blog brings in 1.9M visits per month, the majority of which comes from top-of-funnel content that answers common questions of language learners. The site has a forum where language learners can ask questions, which brings in another 0.85M traffic per month. The brand brings in a significant amount of traffic to bottom-of-funnel content using programmatic SEO.
Brand trust is a critical factor for businesses in today's competitive landscape, especially with consumers increasingly scrutinizing their purchasing decisions. Establishing brand trust involves aligning with consumer values, maintaining product quality, and transparently communicating with your audience across various touchpoints. This article reinforces the need to ensure consistent messaging, use AI ethically, and prioritize social media as a customer care platform.
The Head of Content at Clari outlines a 5-step strategy that enabled the CEO to double his LinkedIn following and achieve 6.1M views in a year. First, select a defining word that resonates with your expertise. Then, establish 2-3 content pillars for focused branding. Commit to a consistent posting schedule. Set initial benchmarks within 90 days and track engagement metrics and business outcomes. Regularly analyze metrics and refine the strategy through weekly brainstorming sessions and biweekly performance reviews.
TikTok has announced an update to its premium ad placement option: Pulse ads. These ads ensure that a brand's promotions appear adjacent to some of the most popular content from premium publishers and creators. Pulse advertisers will have more publisher content to place their ads alongside, with TikTok signing Paramount Global and the NHL to its suite of placements. When ads are served next to trending content, viewers see the ad as more relevant and more favorable, driving higher purchase intent (+9%).
A product marketing survey template that can be shared with new hires, freelance creatives, and contractors.
The Inspect feature in Chrome (also called “inspect element”) allows you to diagnose problems, test changes on your site, and spy on your competitors. Some of its use cases include locating a specific color hex code, testing out page changes, and reviewing schema markup.
Injecting humor into 404 pages, empty states, onboarding flows, and loading screens can transform mundane interactions into memorable moments.
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When every design change requires developer intervention, marketing stagnates. You want to bring your digital vision to life quickly and at scale [4], without needing to know the technical ins-and-outs of composable content — and now you can.
Helpful agents have the potential to revolutionize technology without the need for significant hardware upgrades or extensive training data. Altman suggests there will be a departure from traditional hardware-centric approaches and a shift towards seamless integration into daily life through existing devices.
This piece looks at the current shortcomings of traditional AI voice assistants, highlighting their limited understanding and rigid task performance. It compares these limitations to ChatGPT, which offers more fluidity and capabilities in human-computer interaction. Upcoming conferences, including Google's I/O, Microsoft's Build, and Apple's WWDC, are anticipated to make announcements on transformative improvements in AI assistants.
A good CTA incorporates urgency, scarcity, and incentive. One tactic is to frame the CTA as a choice between your solution and the cost of choosing something else. For physical products, give the user permission to buy more than one item.
Crafting campaigns that align with students' academic pursuits, social experiences, and values is key to driving engagement and loyalty. College students are digital natives immersed in tech and social media. They have their own language, slang, and memes. Tactics to reach this segment include investing in branded content placements on college blogs or newsletters (ie. College Cures, Student Minds), offering student bundling for products/services commonly used by them (ie. entertainment subscriptions, tech gadgets), and partnering with student organizations or clubs to drive change on campus and in the community.
LinkedIn is launching thinking-oriented games on the platform as a way for users to exercise their brains during a quick break and also connect with others. The games can be found in the News module on the LinkedIn homepage or the MyNetwork tab. You can see connections who have played that day and engage in some friendly rivalry with leaderboards. 3 games are currently available — Pinpoint, Crossclimb, and Queens — and you can play each game once a day.
Instagram is shifting its algorithm to give smaller accounts more visibility by prioritizing original content over reposts and content aggregators. Changes include a new ranking system favoring smaller creators, replacing reposts with original content in recommendations, and labeling reported content to acknowledge the original creator.
Google Ads introduced 6 new AI features for Performance Max campaigns, 3 of which are in beta. Customer Value mode is meant to help PMax advertisers who use purchase conversion goals to acquire high-value customers. Detailed age and gender demographics are designed to help advertisers understand untapped demographics and craft ads that resonate with specific groups. PMax campaigns can now exclude specific IP addresses (e.g. your company's) in order to reduce wasted budget on unwanted ad interactions. More details on all 6 features are available in the article.
“Adaptability” is the top trending skill of the moment. A skills gap analysis based on open marketing positions shows that companies are prioritizing a blend of left and right-brain skills. They're looking for talent with analytical chops, but also flexible core skills like social media marketing and SEO. The fastest-growing skills in marketing in the past 12 months are web3.js, SaaS sales, Discord, and social media strategy.
Hubspot published a “how to buy bitcoin stock” article, which doesn't relate to its offerings. This article explores why this strategy might actually be deliberate. Every published URL is a chance to acquire backlinks and an opportunity to get your brand in front of thousands of new, otherwise unfamiliar people. This traffic will typically convert at a low rate, but over time it can have a meaningful indirect impact on revenue. Large-scale content creation is marginally cheap so there is little to no opportunity cost for creating more “bad” content.
Googlebot often crawls from a Californian IP. If your website changes its content based on location, Google will index your content in California by default.
Microsoft has officially opened Copilot to all advertisers in the Microsoft Advertising Platform.
This article discusses 5 pricing trends for 40 leading startups like EvenUp and Jasper.
81% of consumers are willing to wait between 1 to 11 minutes to speak with a human customer service rep instead of chatting with an AI assistant. 22% of respondents are willing to wait 4-5 minutes. Humans are still perceived as better suited for complex problem-solving, one-call issue resolution, and empathetic interactions.
TikTok is reportedly using web links to bypass Apple App Store commissions on in-app purchases. It's offering users a way to buy digital coins outside of the app to avoid the 30% commission. Screenshots reveal messages prompting users to recharge via tiktok.com, indicating potential savings and offering various payment methods.
51% of Americans support government regulation of social media platforms. There's still a widespread belief in the need for governmental involvement in content policing. The complexity of the issue lies in balancing regional differences, platform decision-making pressures, and the challenge of ensuring impartial moderation. Proposed solutions include crowd-sourced moderation and standardized moderation standards enforced by elected officials.
Deliverability updates for Google, Yahoo, and AOL continue to roll out. Beginning June 2024, bulk senders with a user-reported spam rate greater than 0.3% will be ineligible for mitigation. This means you need to ensure your reply addresses have a real inbox attached to them, that mailers over 5K should not have private WHOIS setup, and that every level of your links is checked against blacklists.
This article explores the evolution from generic personas to situational segmentation. It sheds light on how this shift empowers marketers to grasp the nuanced needs of customers in various everyday situations. By tailoring strategies to address specific situational needs, marketers can foster deeper connections with diverse audience segments and drive sustainable growth.
Google assesses the quality of landing pages connected to PPC ads based on visitors' on-page experiences, impacting ad visibility and conversions. It's important to ensure landing pages match ad promises, offer clear navigation, and limit distractions to enhance user experience and boost Quality Scores. This leads to better ad performance and business growth.
Effective brand messaging enables you to communicate clearly and consistently across marketing channels, company departments, and customer touchpoints. This 3-step brand messaging framework covers market category and competitor differentiation, brand positioning, and key messaging pillars. A link to download the template is provided in the article.
Twitch is introducing a discovery feed that features separate tabs for live streams and top clips. It represents a significant shift in content consumption on the platform. The new feed caters to users seeking quick entertainment during brief moments of downtime, while also providing streamers with a new avenue to showcase their content to a wider audience.
LinkedIn is rolling out new features, including a "Contribute your expertise" tool for collaborative articles, to enhance content quality. The platform also moved into short-form video following wider social media trends, potentially offering marketers a new way to engage audiences, and introduced Dynamic UTMs and Shutterstock integration in ads to streamline campaign management and improve ad performance.
A deep-dive into Notion's multifaceted marketing strategy that covers 3 channels that have helped power its meteoric rise. The product generated some organic buzz early on, so the team focused on templates and ‘superusers' to build up its community. The brand succeeded with influencer marketing by testing new social media platforms and allowing influencers to speak authentically. Notion also put emphasis on user activation, optimizing quick feedback loops and customizing the experience based on user segmentation.
The dirty little secret of enterprise software companies is that they make a lot of money off people who don't show up. However, the new era of product-led growth (PLG) is predicated on showing value before a purchase and then regularly showing value post-purchase to prevent churn. This plays out in the form of de-risked buying decisions, clearer ROI, and shorter contracts. Although this creates challenges for PLG businesses, it's ultimately a net positive for the industry long term.
Increased demand for luxury dupes is signaling a potential shift in what luxury shoppers value.
2024.05.01·embeddedbrandstrategy.substack.com·6 min read·TLDR Marketing Johnny Ho, co-founder of Perplexity, shares insights into the company's product development strategy.
OpenAI is securing licensing deals with publishers like the Financial Times to incorporate their content into ChatGPT. This raises legal questions about copyright infringement and fair use in AI-generated content. It's unclear if even a one-time payment for obtaining AI training data is sufficient. This could potentially invert the media industry for writers, audio and video producers, and more.
Meta's Threads app has rolled out a bonus program for creators. The program incentivizes creators to generate content that meets specific criteria such as minimum post views and adherence to copyright regulations. By offering financial incentives, Meta aims to boost engagement on Threads and potentially attract creators from other platforms, leveraging the popularity of Instagram to promote cross-platform usage. Creators must adhere to stringent guidelines, ensuring that their content aligns with Threads' policies and standards.
Custom 404 pages can improve the user experience by helping users find what they need and are an opportunity to reflect your brand. This article walks through 3 methods to create a custom 404 page in WordPress, including the Theme File Editor, Page Builder, and 404 Page Plugins. It also includes best practices for 404 pages and examples from real brands.