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TikTok is rolling out an update to the app’s UI and presentation on tablets and foldable devices. The app will now be reformatted to better fit a larger screen to improve user experience on these devices. The update includes enhanced video clarity, new slider bars at the top and bottom of the screen, and support for landscape and portrait viewing.
As 2023 concludes, retail companies are banking on the resilience of consumers. 60% express optimism for the next 6 months based on robust consumer spending despite economic challenges. Caution is still advised due to potential market risks such as labor strikes, rising energy prices, and geopolitical events.
A/B testing tools are valuable but not always within budget. This post describes a strategy for running landing page experiments without a tool. It involves identifying a landing page, creating a roadmap of tests, and then changing one single variant over a set period. Once complete, you update the page to a new variant based on your testing plan. How much time each variant runs should be based on how much traffic the page gets.
Visitors who use site search are typically 3 to 5 times more likely to convert than the average visitor. They also tend to have a 25-50% higher average order value. Site owners should look at their website analytics to see which searches result in high exit rates, then add missing product synonyms to their site search logic. Redirects can also be helpful—for example, bringing the user to a brand or category page when inputting certain terms. Other UI best practices include persistent queries and bold colors.
This article discusses effective user onboarding and product adoption strategies. It covers 5 strategies such as personalized user paths, interactive onboarding tutorials, continuous user support, and using feedback loops and surveys.
Motion enables creative teams and media buyers to understand which creatives have the best ROI in social media ads. The tool allows users to group ads with common attributes to find actionable insights on what works. It empowers teams to run short/long-term creative testing methodologies at scale. There is a 14-day free trial.
This guide shares 6 strategies to get better results from LLMs. The methods can be used in combination and require experimentation. For each of the strategies, the guide provides several specific tactics and prompt examples to illustrate. Example strategies include writing specific instructions, providing reference text, splitting complex tasks into simpler ones, and giving the model time to “think”.
8 free tools to help you do productive tasks with AI. From cooking up an AI-powered recipe with Taste Bud, to summarizing a YouTube video with Summarize.tech, to cleaning up background noise on any file with Adobe Podcast.
Google’s revenue per user has been growing despite stagnant search query volume. This means growing ad costs for advertisers and a potential plateau in its main business. Antitrust scrutiny only adds to the challenge, forcing Google to seek alternative sources of revenue like cloud computing. AI can be an opportunity, but it is still too early without clear monetization avenues.
A B2B growth team tends to focus on lead generation and nurturing, whereas a B2C team typically focuses on the entire funnel. B2B channels and tactics tend to be more targeted and personalized, while B2C tends to go for broad and scalable options. Team interactions also differ, as B2B ones are strongly sales-oriented, while B2C are product/marketing-oriented.
An ornaments company, Forged Flare, struggled with the decrease in ad effectiveness. It successfully adapted by building relationships with its existing customer base and finding support among other small business owners.
Prevent unintended coupon stacking by setting up rules per coupon, attaching internal notes, or eliminating sharable codes.
When editing short-form content, ensure captions are distributed evenly, zoom tracking is added, and safe zones are marked.
TikTok implemented changes to its terms of service requiring users to file legal complaints within a year of alleged harm and give up rights to sue for older claims. This shift from private arbitration to specific court filings in California might be a tactic to avoid the high costs of mass arbitration. It is unclear if the changes would stand up against legal challenges.
Gartner anticipates a 50% decline in social media usage by 2025 due to concerns about misinformation, toxic user bases, and bots. This article emphasizes the need for marketers to reassess their strategies as consumers are starting to limit their online engagement. It also highlights emerging trends such as declining trust in AI and the potential disruption of organic search traffic with gen AI-powered search.
The biggest mistake marketers make when trying to advertise a SaaS product on short-form social media is only making content that talks about the product. Instead, marketers should make the vast majority of their content appeal to the customer base that they are trying to reach. For example, you could create 4 posts engineered strictly to go viral in the niche your product serves and then make 1 post strictly dedicated to selling your product’s benefits.
This guide covers 30+ catchy subject lines to capture your recipient’s attention. It includes examples that are short and direct, long and descriptive, personalized, question-based, and benefit-focused.
This thread shares 4 steps in driving up to 10X organic growth using AI-powered SEO. First, get the right content in front of your audience quickly using AI-assisted workflows. Then ensure your site’s properly optimized for SEO. Common tech issues include improper URL directories or slow page load speeds. Third, develop AI-assisted processes for keyword and backlink research. The sweet spot is 80% AI content generation and 20% human refinement. Lastly, map and group keywords across the entire search intent funnel.
Videos are often put on the back burner because there’s a perception that they’re time-consuming to produce. This post shares 7 video concepts that can be created in a few minutes using Loom or Veed. It advises to start with more straightforward formats and iterate once results become evident.
ViewStats uses the YouTube API to provide detailed stats for both creators and their fans. The beta version only displays basic information like subscribers, estimated revenue, and video views.
Eric Doty, Content Lead at Dock, shares his template and process for onboarding freelance writers to marketing teams. The template includes administrative details, company context, target audience information, content examples and guidelines, and any other resources. Providing this information to freelance writers ensures that they are prepared to contribute content that meets the company’s expectations.
Identifying your Ideal Customer Profile (ICP) is important, but it’s critical to figure out your Crappiest Customer Profile (CCP) first. Your CCP wastes your time, spends your CAC, and creates negative momentum in your market.
A growing X thread of books users recommend new marketers to read. Popular ones include Influence: The Psychology of Persuasion, Building A Story Brand, The Illusion of Choice, and Perennial Seller.
Artlist presents 5 predictions about the future of content creation, covering how brands will stand out as well as trends in hiring.
Gen Zers make up over 40% of Pinterest’s active monthly users. They’re outpacing millennials who first discovered and popularized the platform. Pinterest is growing because it’s a “place of solace,” instead of one of comparing and competing. Gen Zers are making aspirational boards about houses they want to live in, places they want to travel, and people they want to date. They’re ditching Google and browsing on social platforms instead.
Google has announced "Tracking Protection" on Chrome, which will limit third-party cookies access as part of its phased approach to eliminate cookies. A 1% global user test will start on Jan 4th and a full deprecation is expected by late 2024. It will enhance user privacy, but marketers need to prepare by collecting first-party data and updating their targeting capabilities.
Building a predictable and sustainable growth model should always be the priority, but there are many situations where smaller-scale growth tactics can make a huge difference. Including profiling questions in onboarding enables companies to identify effective and long-lasting growth strategies. Implementing reverse trials in a freemium model can increase conversion rates since it gets users hooked on paid features. Ensuring lower-tier customers have clear visibility into the features of higher-tier plans is critical. Finally, improving high load times on critical pages increases the number of users that convert.
The new year is always marked by a sea of emails. This post contains 16 sample subject lines to serve as inspiration for standing out in your 2024 New Year’s campaigns. It also shares best practices from past holiday email campaigns from brands like Postable, Lands’ End, and Gussi.
XML sitemaps help Google crawl a site, understand its structure, and discover more pages. This guide walks through how you can use Google Search Console reports to identify and fix indexing issues in your sitemap. Cleaning up sitemaps ensures smooth crawls from Googlebot and helps improve SEO performance.
Now is the time to take action as Google and Yahoo will be rolling out their new sender requirements on Feb 1, 2024. This guide covers how to implement email authentication with SPF, DKIM, and DMARC, provide one-click unsubscribing, and keep spam rate below 0.3%.
Brands and creators can now go live on Instagram using streaming software like OBS or Streamlabs through a stream key. A stream key can be obtained via the “Create” menu in the desktop version of the app. This update is designed to encourage more creators to easily stream high-quality broadcasts on Instagram.
This post contains 3 predictions for product management and 3 for growth and product marketing. The author predicts there will be a higher emphasis on product collaboration with marketing in 2024. Additionally, to grow B2B, SaaS products will opt for cheaper alternatives to freemium and free trials, such as sandboxes and interactive demos. Product-led sales will also intensify, with the “human touch” being critical for conversion.
Leading tech companies are successful because they use OKRs as a tool to focus their teams’ priorities and work. This guide is based on the book Radical Focus by Christina Wodtke. It covers why companies need OKRs, best practices, common mistakes, and advanced techniques.
Hubspot’s Inbound, Peloton’s Homecoming, and Slack’s Frontiers are all events that help their brands grow. This post contains frameworks to use if considering events for growth.
Tubi, Liquid Death, and the Las Vegas Sphere came out on top, while other campaigns missed the mark this year.
This opinion piece contends that supporting women in AI is not just ethical but a strategic move for innovation and financial success in the industry.
Marketers can now get more assurance that their YouTube Shorts campaigns are showing up adjacent to brand-safe and suitable content. Integral Ad Science (IAS) and Double Verify have expanded their measurement options to YouTube Shorts inventory, meaning that advertisers can access brand safety and suitability metrics for impressions on YouTube Shorts. Shorts has been YouTube’s fastest growing content format, increasing some 120% year over year, and now driving over 70 billion daily views.
This piece covers quotes from members of the Amp community (Ad Age and Ad Age Creativity) around key 2023 trends and takes a look ahead at what’s to come in 2024. The themes that defined 2023 will continue to gain momentum in 2024. There will be a push for stricter guardrails around AI privacy, more diversification of platforms used, and more brands tapping into touchstone moments in pop culture.
PPC landing pages should be used for more than just campaign destinations. Marketers can use them to find out which use cases resonate the most, what pricing elements drive conversions, and what inhibits the demo request experience. These campaigns can be used as an experiment sandbox to gain insight into your brand’s entire website strategy.
Although SEO is a long game, there are simple actionable steps that can move a website further. Tips include optimizing page ranking on page 2 of Google search results, sponsoring an event to acquire backlinks, leveraging 404 pages as branding and conversion opportunities, and more.
In the early stage, brands should aim for a minimum viable content strategy focused on experimentation, velocity, and a fast feedback loop. Appropriate content formats include social media lives, Reels, and emails – ideally planned in weekly sprints. In the growth stage, brands should build long-term content programs that support sustainable revenue and brand authority. This could include podcasts, SEO, and case studies – in addition to the formats that succeeded in the early stage.
Google search operators are useful for looking up a company’s SEO or competitor research. This post is a refresher on how to search for specific file types, gated content, or new potential customers on Google. It’s easy to find people on LinkedIn by typing in “site: linkedin.com + jobTitle + companyName”.
This guide explains the steps to copyright a website. Even though content may be inherently copyrighted upon publication, it lacks defense against plagiarism. To protect it, you can register your website with the US Copyright Office (USCO), ensuring ownership and protection against infringement and potential statutory damages. The process requires creating a USCO account, filling out an application, and submitting the necessary documents. Everything can be done online.
RealEstateU, an online education site, saw a 30% drop in sales after completing a website redesign. Its team then completed a customer research study, which revealed that users perceived the site as sketchy and untrustworthy relative to competitors. They redesigned the site again, this time with a relaxed color palette, trust signals in the form of customer reviews, and persuasive copy. As a result, the site’s conversion rate exceeded its original level.
This article describes 6 additional cognitive biases with examples. Cognitive biases are psychological tricks that can influence users’ choices and are a powerful lever to boost conversion. Authority Bias represents how people tend to have a higher perceived value of a product when a figure of authority is talking about it or validating a statement - Rise Science leveraged this in creating a “Learn” tab in its app, with scientific studies outlining the importance of sleep, which supports the app's main value proposition. Loss Aversion represents how people tend to avoid losses rather than acquire equivalent gains - Abode leverages this in its cancellation flow by reminding users of the products they’ll lose access to.
This post shows how a user wrote their company's LinkedIn page like a landing page to garner a 40% CTR. The company description included a bold claim that could be backed up with proof. Its About section spoke to users’ pain points and explained why the company’s product was their solution. The company’s product’s functionality was described via a list of tasks that users no longer needed to do.