5 B2B BUYERS' BEHAVIORS IN 2024
This post highlights common B2B buyers’ behaviors and questions to consider when selling to customers.
2024.03.13
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10,764 matchesPLAYABLE ADS DRIVE 20X MORE INSTALLS THAN BANNERS
Playable ads are more effective than banners for gaming apps.
2024.03.13
WHAT WE’RE SEEING A WEEK INTO THE GOOGLE MARCH 2024 CORE AND SPAM UPDATES
A quick timeline of changes seen in the last week since March 5’s core and spam updates.
2024.03.13
REMINDER: GOOGLE CORE WEB VITALS REPLACES FID WITH INP
Google will replace First Input Delay (FID) with Interaction to Next Paint (INP) as a Core Web Vital metric today. This doesn’t directly impact organic rankings but does help Google measure ‘good page experience’.
2024.03.12
GOOGLE’S NEW BULK SENDER GUIDELINES SPELL TROUBLE FOR B2B
The introduction of a 0.3% spam complaint threshold may present an obstacle for B2B marketers. Industries such as B2B software and sales and marketing services already face spam complaint rates well beyond this threshold, ranging from 2.01% to 3.2%.
2024.03.12
PROGRESSIVE MARKETERS ARE TRACKING A NEW METRIC: SHARE OF MODEL
As AI-powered chat programs like ChatGPT and others become prominent, marketers need to prepare for negative brand mentions in search queries. Tracking how large language models perceive brands and measuring "share of model" will become crucial. Marketers will need to optimize content to align with model preferences and establish metrics comparable to traditional marketing indicators.
2024.03.12
7 DEAD ENDS ON YOUR WEBSITE: HOW TO FIND AND FIX THEM
A dead end in a website is where the flow of visitors stops because the page lacks offers, information, or a reason to stay. This article describes 7 common dead ends and how to fix them. These include service pages without clear CTAs, blog posts without relevant internal links, and thank you pages without a clear next step.
2024.03.12
5 EFFECTIVE HEADLINE + DESCRIPTION COMBINATIONS FOR HERO SECTIONS
The hero section of a landing page, which is the first thing a user will see, typically contains a headline and a description. This post contains 5 combinations to create an effective page. These include capability + benefit, benefit + capability, differentiation, pain point + gain, and identifying your niche.
2024.03.12
MAKE $10K A MONTH SELLING COUNTDOWN TIMERS
This article breaks down how the co-founders of StageTimer.io, a remote-controlled countdown timer app, monetized a simple timer app. It stresses the importance of challenging assumptions about customer needs and pricing strategies, such as using personalized approaches like event-based pricing. Reddit was an invaluable testing ground for capturing new users and supplementing SEO efforts.
2024.03.12
GOOGLE ADDS SOCIAL MEDIA POSTS TO GOOGLE BUSINESS LISTINGS
Google has added a new section within its business listings in Search that displays recent social media posts from connected profiles. Social post previews are populated automatically based on the social profiles linked to the business. This update is aimed at generating more interest in products/services.
2024.03.12
PINTEREST’S NEW ‘BODY TYPE RANGES’ DELIVER BETTER AND MORE INCLUSIVE SEARCH RESULTS
Pinterest’s new body type ranges empower users to tailor their search results for women’s fashion and wedding ideas. It aims to foster inclusivity and representation online. Users can personalize their browsing experience to reflect their unique preferences and identities, with the option to select from 4 body type ranges. This AI-powered innovation offers Pinterest users greater control over their visual discovery and shopping journey.
2024.03.12
ESSENTIAL RESEARCH TACTICS FOR PMMS
PMMs should invest a minimum of 20% of their time researching to gain insights on strategy, messaging, and GTM. This post contains a matrix of 4 different types of research and tactics: customer research, competitive research, market research, and pricing research.
2024.03.12
PIVOTING TO D2C HELPED THIS BRAND GROW BY 267% IN 1 MONTH
HAPPYBOND decided to launch its shelf-stable dog food via pet retail rather than direct-to-consumer. Its founder hypothesized this would suit the delicate packaging and allow customers to experience the product first-hand. This plan ultimately failed due to slow sales, small margins, and lack of control over customer education. The brand pivoted to a D2C subscription model, which had its own complexities but ultimately resulted in 267% month-over-month growth.
2024.03.12
BRANDS UNKNOWINGLY WASTING AD DOLLARS ON MADE FOR ADVERTISING SITES, CLAIMS REPORT
Major brands are wasting ad dollars on Made for Advertising (MFA) sites. MFA sites prioritize profit through advertising, resulting in subpar user experiences with low-quality content and excessive ads. Brands like Procter & Gamble and Pfizer have inadvertently had their ads placed on these sites, emphasizing the importance of thorough ad spend monitoring.
2024.03.12
POV: GROWTH VS. MARKETING
A point of view on why growth marketing and marketing aren’t the same thing, and how to define the differences.
2024.03.12
CONTENT CONVERSION STRATEGY
Only 2-10% of your network sees your posts initially. Consistently addressing customer pains around your primary content topic is essential for attracting new clients.
2024.03.12
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2024.03.11
WHAT’S GOING ON WITH THE NEW BILL THAT COULD BAN TIKTOK?
Congress wants to force TikTok to part with its Chinese parent company, ByteDance, amid concerns over national security. Despite strong bipartisan support in Congress and President Biden’s endorsement, the fate of the Protecting Americans from Foreign Adversary Controlled Applications Act remains uncertain. TikTok pushed back with a mass in-app message to US users last Thursday morning, complete with a button for calling their representatives. If the bill does become law, Apple’s App Store and Google Play will not be able to legally distribute the app in the US.
2024.03.11
GEN Z BROKE THE MARKETING FUNNEL
Gen Z is reshaping the customer journey. They’re departing from the linear funnel to embrace a continuous loop of inspiration, exploration, community, and loyalty. Gen Z is no longer trusting first-touch discovery executed directly by brands. Brands need to rely more on creators for discovery and ensure their top-of-funnel marketing is less sales and more engagement.
2024.03.11
GUERRILLA MARKETING TACTICS FOR CONFERENCES
Rather than sponsoring the pricey conferences, the 42 Agency rented limousine buses to shuttle conference attendees and drove trucks with billboards. This post contains 3 guerilla tactics to use at your next conference.
2024.03.11
YOUTUBE SHARES INSIGHTS INTO HOW MRBEAST’S TEAM CREATES COMPELLING THUMBNAIL IMAGES
This interview with MrBeast's thumbnail creator, Chucky Appleby, discusses tactics for increasing and maximizing performance on YouTube. It emphasizes the significance of trust, consistency, visual clarity, and testing to be successful.
2024.03.11
HOW TO CRACK RETENTION - THE FULL GUIDE
Cracking retention enables businesses to drastically increase customer LTV and reduce customer acquisition costs. Keeping a customer costs on average 5x less than acquiring a new one, while a 5% increase in customer retention can increase company revenue by 25% to 95%. The first step to improving is to properly define the metric for your business. This article goes into detail on how to define the right retention metric, retention benchmarks, and 10 best practices to increase retention.
2024.03.11
MYMIND: REMEMBER EVERYTHING, ORGANIZE NOTHING
MyMind is an AI-powered tool designed to organize all of your notes, bookmarks, inspiration, and images in one place. The tool automatically understands what a new saved item is and remembers the important details. It offers text recognition in images, focus mode for writing and note-taking, and auto-sorted collections. Plans start at $5.99 per month.
2024.03.11
REDDIT LAUNCHES NEW ‘REDDIT PRO’ DATA ANALYTICS SUITE
Reddit’s new “Reddit Pro” analytics and data insights suite is designed to help brands make the most of the app and tap into the value of Reddit’s highly active niche communities. The new Pro features include post scheduling and drafts, post performance analytics, and AI-powered industry trends and engagement insights. The tool is currently available on a first-come, first-served basis - brands must sign up to use it.
2024.03.11
REPORT: HOW TO REACH WOMEN ON TIKTOK
This report from TikTok provides insights into how women use the platform and discusses how to integrate these insights into effective marketing strategies. It focuses on user sentiment, ad effectiveness, and creativity. The report also explores themes such as women's storytelling across generations, the platform's impact on self-discovery, and changing definitions of authenticity.
2024.03.11
THE WEIRD COMMUNITY MODEL THAT ACTUALLY WORKS 10X BETTER
Most branded communities fail because they feel forced and overly promotional. However, Sticker Mule's recently launched community is already generating high user engagement, targeted reach, valuable data, and organic brand advocacy. The new community is a social network called Stimulus, where brands can get attention by giving away gifts, and users win them by simply interacting on the platform. To replicate this new community model, create incentives that give users a reason to return, partner with other brands to boost content supply, and host the community on your own platform to maintain control and retain data.
2024.03.11
YOUR OPEN AND CLICKS OF YOUR EMAIL CAMPAIGN AREN’T RELIABLE OR ACCURATE
Recent changes by Apple and Google have undermined the reliability of email open and click data, impacting the effectiveness of email marketing campaigns. Apple's Mail Privacy Protection feature and Google Workspace's link-scanning process have distorted open and click rates, making them unreliable indicators of engagement. To mitigate this issue, email service providers could adopt technological solutions like substituting images for tracking pixels, while marketers are encouraged to rely on UTM campaign query strings for more accurate measurements.
2024.03.11
GREAT MARKETING MACHINES ARE LIKE COSTCO
This article reflects on the similarities between great marketing machines and Costco. It highlights the importance of multiple small factors working together rather than a single magic solution. Successful marketing operations require understanding and optimizing various interconnected elements, similar to how Costco optimizes its operations.
2024.03.11
YOUR LANDING PAGE HURTS RESULTS
Failure to comply with these Meta guidelines may result in higher costs or ad rejection, with potential long-term repercussions for ad accounts or websites.
2024.03.11
SAM ALTMAN SAYS AI WILL HANDLE “95%” OF MARKETING WORK DONE BY AGENCIES AND CREATIVES
Sam Altman predicts that in 5 years' time, AI will be able to do 95% of what marketers use agencies, strategists, and creative professionals do today.
2024.03.11
PINTEREST: A MARKETER’S GUIDE TO INCLUSIVE CONTENT
Pinterest offers tips for creating inclusive content, including integrating diversity into all stages of campaign development, diversifying visuals, and using inclusive language.
2024.03.11
GOOGLE’S UPDATE TARGETS SPAM, BUT MARKETERS CAN STILL USE AI TO CREATE CONTENT
Google’s latest core update targets sites that are mass-producing low-quality content. Marketers can still utilize AI responsibly for tasks such as drafting content and FAQS. It’s unclear if Google can actually detect AI-generated content. However, it can identify content that summarizes existing content and websites creating content at an unreasonable scale. The core update also gives paid search ads a boost.
2024.03.08
SOCIAL ENGAGEMENT IS PR’S FAILING BAROMETER
When it comes to extending the reach of your coverage, social media is undoubtedly offering diminishing returns. Social media engagement is absolutely not a reliable indication of people engaging in news. This study found that social engagement does not correlate with actual readership, indicating that it cannot be used as the only success metric to assess how a post or article is performing.
2024.03.08
TRY THIS ONBOARDING EMAIL SERIES STRATEGY… IT ACTUALLY WORKS!
Feature awareness and engagement within the activation journey is one of the most straightforward and powerful growth levers. A way to achieve this is by sending a daily email series for the first 7-30 days that covers a different feature each send. This post includes example onboarding emails from Superhuman, Notion, and Dropbox – all of which use this strategy.
2024.03.08
THE ZERO-CLICK EMAIL STRATEGY THAT GETS US 40%+ OPEN RATES
When you focus on creating content that’s fully convenient to a consumer or reader, they’ll stick around longer and will be more likely to open that next email. Zero-click content is when a newsletter is completely digestible in its native, in-inbox format. SparkToro’s zero-click email strategy boasts a 40-44% open rate for its audience research newsletter sent to 60K subscribers. Follow a structured template, curate from diverse content sources, and offer zero-click value with easily digestible content.
2024.03.08
THESE 5 STRATEGIES MADE US $10M+ EACH
Five different strategies helped AppSumo make over $10 million in revenue each. These strategies involved leveraging prefluencers, creating original products focusing on the core customers, and using giveaways and promotions to create brand awareness and engagement. The process of trial and error requires flexibility and takes some time.
2024.03.08
TOOLS TO CREATE LANDING PAGES FROM SCRATCH
This article lays out a process and tools for creating landing pages from scratch. It’s categorized by research, copywriting, design, development, editing, data analysis, and split testing. Most of the tools mentioned, including Ninja Tip, Northbeam, Pagedeck, and Figma, are free or offer a free trial.
2024.03.08
HOW OFTEN SHOULD YOU BLOG
The optimal frequency of blog posts depends on target audience preferences, industry dynamics, and competition. If your target audience has several questions about your products or services, a content frequency of 4-5 blogs per week may be required. If you operate in a specialized industry, you can turn to content creation 1-2 times a month. Tips for maintaining a regular publishing schedule include creating a feasible editorial calendar and mastering the art of repurposing content. Use videos to create new blog posts, combine old blog posts to create ebooks, and convert takeaways from reports into shareable infographics.
2024.03.08
INSIDE TIKTOK: CULTURE, STRATEGY, MONETIZATION, AND MORE (1 HOUR PODCAST)
Ray Cao, the head of product strategy and operations for monetization at TikTok, discusses TikTok’s internal culture, how it rolls out to new markets, and lessons from building its early go-to-market team. He recommends that startups looking to advertise on TikTok begin by establishing an organic presence, test content, and then gradually transition to targeted ads. A transcript of the interview is available.
2024.03.08
lennyspodcast.comTLDR Marketing
THE STRATEGY SECRET OF OATLY
Rather than answering a need, Oatly created one. Oat milk was not desired by the general public, so Oatly used coffee culture to establish itself. The brand created a milk that performed uniquely well for high-end coffee, then distributed its products through trend-leading artisan coffee shops using distinctive packaging and branding. The company rode the growing trend of flexitarianism to dominate the oat milk niche. Any brand can look for opportunities to expand beyond its category and look for new audiences to sell to (who might not even be looking for the product).
2024.03.08
WINNING SEO BY BUILDING FREE AI TOOLS
Sveta Bay is a marketing expert who built a product in a month, validated it in 2 weeks, and then quit her job. She emphasizes the value of targeting a specific audience and offering free AI tools for SEO to drive traffic and revenue. In this article, Bay provides 15 marketing tips she learned from growing her products, stresses the importance of email marketing for user activation and retention, and advises against subscriptions for products with poor retention rates.
2024.03.08
EVERY STARTUP NEEDS FOUNDER-LED MARKETING
Founder-led marketing is when a startup’s founder shares content on their social profiles with the goal of driving revenue. This post includes specific tactics to try.
2024.03.08
AVOID MARKETING PAIN BY HIRING THE RIGHT AGENCIES
Prioritize industry knowledge, data-driven approaches, communication, transparency, chemistry, and long-term perspective when assessing potential agencies.
2024.03.08
ON DMA EVE, GOOGLE WHINES, APPLE SOUNDS ALARMS, AND TIKTOK WANTS OUT
Tech giants, including Google, Apple, and TikTok, are preparing to comply with the Digital Markets Act (DMA) as it comes into effect in the European Union. The DMA aims to promote interoperability and consumer choice, particularly among designated gatekeepers like Google and Apple. While some companies express concerns about potential risks and impacts on user experience, others like TikTok are contesting their gatekeeper status while implementing mandated changes.
2024.03.07
SOCIAL MEDIA OUTAGES HURT SMALL BUSINESSES
Meta’s outage on Tuesday underscored the risk for businesses overly reliant on social media. It emphasized the need for backup plans like email databases and the importance of diversifying communication channels. Small business experts suggest leveraging outages to collect customer contact information.
2024.03.07
6 REASONS WHY RISE’S USER ONBOARDING IS GREAT
Rise is a sleep tracker app that stands out in a crowded market because of its new user onboarding. The creators talked to users to guide its onboarding, rather than just throwing ideas at the wall to see what worked. The app's onboarding flow uses storytelling to keep users engaged and prevent exits. The experience is personalized and explains important access requests along the way. It also provides value during onboarding by educating users on their sleep needs and energy peaks and surfaces key selling points right before presenting pricing for the subscription.
2024.03.07
HOW TO WRITE COPY FOR THE 4 STAGES OF THE POST-PURCHASE CUSTOMER LIFECYCLE
This guide walks through how to write copy for the 4 post-purchase stages: onboarding, retention, upsell/cross-sell, and winback. Onboarding copy should offer clear instructions, highlight key benefits, and show how your product fits into users' routines. Retention copy should include regular communication to keep your brand top of mind, encourage customers to share input, and reward loyalty. The upsell/cross-sell stage should focus on increasing customers' lifetime value with personalization. Winback copywriting must first acknowledge the lapse before highlighting new offerings and providing an incentive to return.
2024.03.07
THE EARLY FAILURE (AND SUCCESS) OF AMPLITUDE’S NEW SELF-SERVICE PLAN
Amplitude managed to test, launch, and scale its self-service plan in just 2 years. The implementation was a journey fraught with challenges and valuable insights. However, despite the initial resistance, the company saw substantial and gradual improvements in the conversion rates. This article leans over key lessons, which include developing a pricing strategy, promoting teamwork across departments, and prioritizing customer retention in the evolving business model.
2024.03.07
7 CART ABANDONMENT POPUP EXAMPLES
Cart recovery popups are effective for capturing potential customers leaving your site without finishing a purchase. This article contains 7 popup examples from TOMS, Prada, and Sundays for Dogs.
2024.03.07
11 VIRAL LINKEDIN CAROUSEL DESIGNS
Viral carousels on LinkedIn often use a lot of visual examples and unique text formatting and have a signature style and clear and personable CTA. This post breaks down 11 formats used by top creators on the platform.
2024.03.07