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Branded search involves specific keywords mentioning your brand or product. It’s essential to assess factors like search volume, competition, and budget before deciding on a paid search approach. This will have a significant impact on your bottom line by improving search rankings, enhancing user experience, and building brand reputation.
Having a growth organization requires a level of cross-functionality that creates complexity. Leaders should expect more from employees in their growth and product teams, but should also give them room to do more. Teams not being empowered to go beyond their silo is both a structural and a leadership issue.
Mobile represents 65% of traffic on LinkedIn. The best-performing content types on the platform are polls, carousels, text and image, text only, and videos. Polls get 2X the reach of the median post - they should include "Other" for a 25% increase in visibility. Carousels get 1.6X the reach of text and image posts - the ideal number of slides is 12.4. This post includes additional findings and a link to the source report.
Mimecast and Barracuda are top-ranked email security products that were both founded in 2003. Both brands invested a significant amount of money in paid advertising during the early 2020s, but their PPC strategies have since diverged. Mimecast appears to have shifted its investment into organic content to help boost its brand and solidify its organic position in the SERPs. Barracuda is still investing just under seven figures each month in paid advertising traffic to increase visibility in the SERPs. Neither strategy is necessarily better — it depends on which one has a better conversion rate on this incoming traffic.
Businesses implement customer service tiers to streamline assistance and address issues effectively. Tiers enable companies to route issues based on complexity to ensure skilled agents handle appropriate challenges. They enhance both agent expertise and customer satisfaction. This article provides examples of tiers and how to approach each one for the best customer experience.
Marketing is a strategic full-funnel function. Getting a seat at the table starts with leaders taking accountability for every revenue problem and empowering their teams to feel that way too.
Advertisers are adjusting their strategies to focus on online and social media platforms as Gen Z’s interest declines in traditional Super Bowl ads. They are leveraging influencer partnerships and social media campaigns to engage this demographic beyond traditional TV commercials.
Some of your site visitors will end up buying from your competitors. If you don’t have a strategy for winning in spite of competitors, you are at a disadvantage.
RealPeople and RealBrands are now live on BeReal. Notable celebrity accounts include Niall Horan, Joe Jonas, and Dixie D’Amelio. RealBrands accounts are supposed to include “real, spontaneous moments” – not ads. The app suggests brands post content such as a photo of the set-up for a big event or someone from a product team holding a prototype for the first time.
Podcast creators can now submit their RSS feeds to YouTube and YouTube Music. Other platforms only make RSS feeds available for listeners, whereas YouTube takes episodes from an RSS feed and turns them into YouTube videos. This benefits audio-first podcasters since YouTube automatically takes an uploaded RSS feed and creates videos with the podcast’s show art as a static image.
The founder of Fame, a B2B podcast agency, posts thought leader content on his personal LinkedIn account and then boosts high-performing posts with LinkedIn Ads. He promotes these posts to a specific audience based on emails gathered from an AI-assisted targeting tool. This results in better-performing ads and more inbound leads.
This guide shares a 6-step social media strategy framework based on the book “Organic Social Media” by Jenny Li Fowler. The framework is centered on organically nurturing “base fans” rather than continually chasing new channels with no retention. It’s broken down into the 6 M’s: defining the Mission, crafting compelling Messages, creating a Process Management system, evaluating each Medium, tracking Metrics, and Monitoring conversations.
The 7 steps in building out a referral program include calculating the cost of acquisition (CAC), defining successful referrals, choosing rewards, defining the reward structure, and tracking progress. This post breaks down common structures for referral rewards including double-sided vs. single-sided campaigns, tiered rewards, and commission-based rewards. It also highlights key metrics to measure including the participation rate, referral rate, and ROI.
LinkedIn Ad Library is ideal for B2B marketers to analyze competitors’ messaging and targeting approaches on the platform. Google Ads Transparency enables you to gain insights into the ad copy and offers that work for your industry. Facebook Ad Library allows you to view your competitors' active Facebook and Instagram ads.
This article contains high-converting landing page examples and best practices sourced from 37 companies. Effective landing pages are optimized for speed, have clear and prominent CTAs, and have had A/B tests conducted for various page elements. Additionally, they contain informative copywriting and engaging visuals or multimedia content.
This detailed guide compiles the best ways to hook people and get their attention. It delves into 10 tactics, drawing from an analysis of thousands of viral posts and offering practical examples. A great hook is especially relevant on social media posts, YouTube videos, and presentations. Examples include leveraging credibility, inducing fear, sparking curiosity, presenting counter-narratives, and using eloquence.
Ads Manager sometimes presents results that seem too good to be true, prompting advertisers to question their validity. Reasons for potential results inflation include over-reporting, discrepancies in attribution settings, and the possibility of event duplication or overcounting. This article suggests validating results through real-world comparison, checking attribution settings, and ensuring event tracking accuracy to confirm the data from the Ads Manager.
Google is introducing its enhanced AI model, "Ultra 1.0," as part of the rebranded "Gemini Advanced". Gemini is also coming to Google Workspace apps like Gmail, Docs, and Sheets.
By medicalizing bad breath as "halitosis," Listerine ingeniously transformed a common concern into a perceived medical condition. The move boosted sales significantly and set a precedent for marketing strategies that capitalize on consumer anxieties.
Bluesky witnessed a remarkable influx of users within just a day of leaving its invitation-only beta phase, with over 850,000 new sign-ups.
Microsoft's Copilot is getting upgrades, including a revamped AI model named Deucalion and enhanced editing capabilities in its Designer tool. It will allow users to edit images within chat flows and resize images between portrait and landscape orientations. Despite the good news, users continue to raise concerns over performance issues with Copilot Pro, including long generation times and bugs.
Instapage's report highlights the significant adoption of AI tools across various industries. Based on the findings, 95.8% of marketers incorporated AI into their daily workflows, particularly for tasks like drafting blogs and social media posts. Marketers believe that while AI-generated content streamlines processes, it still requires human intervention for final revisions and will ultimately create more jobs in the future. There is widespread agreement that if used properly, AI can help create more successful campaigns.
42% of marketers report that updating and repurposing existing content leads to successful marketing campaigns. Repurposing evergreen brand content can save costs and resources while enforcing key positioning messages. Easy tips for refreshing content include updating a cross-link in a blog post, editing existing videos, repurposing webinars into case studies, and reformatting long-form content into shareable clips on social media.
"Offer-Led Growth" is a new approach to customer acquisition that emphasizes the creation of irresistible offers to stand out in crowded markets. It drives conversions and fosters long-term relationships through in-depth customer research and by incorporating urgency, scarcity, and risk reversal tactics. This article explores 17 case studies of brands that successfully achieved rapid growth and customer loyalty by applying the strategy. Examples include MasterClass, Warby Parker, and Wise.
Most marketers define cost per acquisition (CPA) as the average cost of generating a conversion via a particular marketing campaign/channel. However, this fails to address the many types of CPA, each with a different combination of attribution model and attribution window. Different teams within an organization might interpret the same CPA value differently based on their assumptions about how it was calculated. Always specify the details of your CPA metric definition to avoid miscommunication and ensure that you’re using the most appropriate attribution model.
This post shares how to apply the SMARTER framework when crafting ChatGPT prompts. SMARTER stands for Setting, Modality, Adaptability, Role, Task, Example, and Relevance. The post provides a breakdown of how the framework can be implemented using a sample prompt for creating a content roadmap for Deel, a payroll and compliance provider.
This post summarizes the similarities and differences between the leadership in high-growth products like Miro, Notion, and Figma. These companies all rely on user insights and feedback to make product decisions, prioritize cross-functional collaboration, and take an interactive approach to product planning. They differ in terms of product org philosophy, OKR usage, and their product/design review process.
Effective loyalty programs can have benefits for both consumers and companies. They create value for loyal customers while benefiting companies through increased frequency, retention, and lifetime value. This article explores the components of great loyalty programs, which include having the right incentives, segmenting the audience, and personalizing the experience. It also draws insights from industry leaders like Starbucks, Lyft, and Air France.
The Baader-Meinhof phenomenon explains why we notice something more after recently becoming aware of it. It causes potential customers to be more likely to notice your brand repeatedly once they become aware of it. If they keep encountering your brand, they are more likely to perceive it as gaining popularity and building trust. This explains why awareness and smart repetition are such critical parts of any marketing strategy.
The Marketing Meetup has 3 free virtual events this month that will cover Gmail’s recent delivery changes, technical SEO, and tips for boosting customer reviews.
Decathlon launched a new app for Apple Vision Pro that uses AR to allow customers to virtually try on and buy sporting goods. The app is available in the U.S. only.
A breakdown of how and why some of the world’s most famous artists perform at the Super Bowl for $0.
Meta has announced plans to label AI-generated content from OpenAI and Google with the aim of enhancing transparency, especially during the contentious US election year. It will do so by utilizing invisible watermarks and metadata embedded in files. Meta will inform users when the content they see is digitally synthesized rather than authentic. This initiative expands Meta's existing practice of labeling content generated by its own AI tools to include images created by services from other companies.
Bluesky, an open-source, decentralized social networking platform, recently opened to the public. It will face the challenge of competing with established platforms like Threads and Mastodon. Bluesky distinguishes itself through a transparent, open-source codebase, empowering users with control over their social media experience. It also offers features like open federation and customizable moderation services.
Giveaways are a potent mechanism for generating excitement, building brand awareness, and fostering a sense of community among audiences. The way you run giveaways depends on your objectives. Objectives could be increasing brand awareness, driving traffic to your website, or gathering customer data. The product to be given away should resonate with your target audience while also reflecting the quality and ethos of your brand. Timing it to coincide with significant events, such as the launch of a new product line, a major outdoor event, or a seasonal change, can also increase its impact.
This article discusses the 3 growth phases for a subscription business: early stage, freemium model, and expansion to other platforms and channels. It provides concrete tips and best practices based on experience with other SaaS startups. It also covers related topics such as A/B testing and strategies to enter a new market.
Shopify has released its Winter ’24 Edition, which includes roughly 100 new and updated tools across conversion, channels, marketing, and operations. The new features include a web performance dashboard, a subscription app, smarter retargeting algorithms, and Shopify Line of Credit.
Mailmodo put together an edutainment chat show covering how 5 industry experts onboarded AI into their marketing workflow. There are 5 videos that cover master prompt writing and using AI for copywriting, image generation, content, and email marketing. Each video ranges from 35-50 minutes long.
CRED is a fintech platform that rewards individuals for their timely credit card and bill payments. It carved out a unique niche using brand building and influencer marketing. CRED established 3 brand pillars—trust, exclusivity, and innovation—which all of the company’s marketing tactics link back to. These themes are apparent across the user experience, from its social media content to its product policies. This presents the brand as cohesive and reliable. CRED’s Instagram content makes the company look like a lifestyle brand. It features contests for its followers while still focusing its messaging around its core pillars.
Synthesia is an AI video generation tool that produces professional videos with 150+ AI avatars and 120+ different AI voices across various languages, accents, and tones. It uses AI video templates to rank in the SERPs. Synthesia lets people apply its products to specific use cases, familiarizing them with the platform before moving them closer to becoming paying customers. These templates contain a CTA module that prompts users to accelerate their video creation capabilities with a Synthesia account.
Data from low code/no code tools suggests that marketers are increasingly building their own solutions instead of relying on IT.
Amazon secured a deal with Reach, the UK’s largest publisher, to obtain customer data for targeted advertising in response to Google’s impending third-party cookie deprecation.
An interactive game where you try to find 50 iconic brand logos in an image in 5 minutes.
Meta recently announced its decision to discontinue third-party access to Facebook Groups via its API within 90 days. The move created anxiety among developers and customers. It will particularly impact businesses that rely on scheduling posts to Groups.
Universal Music Group (UMG) pulled its catalog from TikTok last week, leaving many videos without sound. It attributed this action to concerns about AI-generated music and accused TikTok of sponsoring artist replacement by AI. There are fears that the move will lead to a surge in piracy and hinder smaller artists. The move is reminiscent of past conflicts like Napster’s shutdown, highlighting ongoing tensions in the music industry regarding ownership and distribution models.
Optibac, a brand of probiotic supplements, found through research that site visitors were sometimes uncertain about which products were right for them. User tests suggested that clearer information and signposting would improve conversion. The brand ran a test with two title variants on one of its product pages, each with more detail than the control. Variant 1, which had less copy than Variant 2, resulted in a 23% increase in conversion rate and a 34% increase in revenue compared to the control.