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First, segment your “customers” based on the number of purchases they have made. The goal is to convert one-time customers into repeat customers or superfans. Next, create an “engagers” segment with people engaging with your site but haven’t made a purchase. The goal is to convert them into customers. Finally, interact with people who are neither customers nor engagers. The goal is to convert them into engagers.
This post shows examples of how brands like SparkToro, Crayon, and Paddle use competitive vs. contextual positioning in their product messaging. A general rule of thumb is to choose whichever option makes the value of your product clearer in a shorter amount of time.
This template can be used as a foundation when crafting product messaging. It acts as a guide to formulate cohesive and effective product/feature details, value propositions, and elevator pitches.
A 7-step GA4-powered website audit. This article shows step-by-step on how to use GA4 to locate 404s, broken internal links, and browser compatibility issues. It also addresses where to look for insights if engagement and conversion metrics are lower on desktop vs. mobile and how to set up custom insights to monitor traffic anomalies.
73% of B2B buyers surveyed in this report agreed their purchase decisions were directly swayed by a brand’s content. The report dives into the role of content in the B2B buying process, buyers’ preferences for different types of content, and strategic considerations for your brand’s GTM motions.
The Halo Effect is when a customer’s positive experience with one aspect of a company gives them a favorable opinion of the brand as a whole. For example, Ritz-Carlton gives any employee the authority (and the budget) to solve a customer problem, which in one case caused a guest to take his business conference to its hotels. Brands can achieve this by chasing excellence in every detail of the customer’s experience. On the other hand, having a wide range of products or services risks the Horn Effect, which is the opposite of the Halo Effect.
In this podcast, Brian Chesky discusses various topics related to marketing, product, and growth. He talks about why Airbnb moved away from traditional growth channels, best practices for A/B testing, and how they set up marketing functions at Airbnb.
Use your target audience and pain points to fill in these 7 winning ad copy templates.
Use Google Ads Editor to find and replace generic text in favor of sale-specific copy. Use automation rules to enable and pause promotion assets or add a countdown in ads.
25 examples of intros/hooks that can be used to drive more views on LinkedIn.
A collaboration between Meta and Amazon will enable US customers to seamlessly link their Meta accounts to their Amazon accounts, enabling shopping directly through the social media apps. The integration provides real-time pricing, Prime eligibility, delivery estimates, and product details. It is mutually beneficial for both companies, bringing enhanced ad targeting and optimization for Meta and more transactions for Amazon.
Most B2B brands have limited attribution due to complex customer journeys, the role of purchasing committees, low data volume, and multiple acquisition targets. Moreover, touch-based attribution is flawed and is being eliminated by laws and policies. The future for B2B is Marketing Mix Modeling (MMM), which is a type of statistical analysis that provides insights into how marketing activities affect sales performance. The article includes more detail on how it works.
When crafting hero messaging for your startup’s homepage, don’t use branded terminology, high-level capabilities or use cases, or broad benefits. Make it easy for prospects to understand what your product or service does, who it’s for, and its main capabilities. Save or zoom into the visual diagram included in the post for better legibility.
Crawl depth refers to the distance from the root of a website’s architecture (normally the homepage) to a specific page. A SaaS brand was able to increase organic traffic to its blog by effectively reducing the crawl depth of its posts. They achieved this by increasing the number of posts displayed on the blog page from 9 posts to 99 per page. After 30 days the blog traffic increased by 23%.
Defining your ideal customer profiles (ICPs) and bucketing existing customers in their respective profiles make writing ads, landing pages, and sales decks easier. When creating an ICP playbook, identify your points of contact and their designations, frame the personas, pick a core problem for each persona, and convert the problem into a benefit.
Captions.ai adds eye-catching captions to videos. It has a suite of AI editing features and can dub voices into 27 languages. This post shares its most valuable features with a few caveats and alternative video editing apps. Captions.ai is currently only available on iOS with a free trial available.
InVideo creates videos with text prompts. It generates scripts, creates scenes, and adds voiceovers. This post covers step-by-step how this user created a video in under 6 minutes. A demo video is also included. InVideo has a free trial available.
This report contains 5 key insights and tips for brand visionaries when planning their 2024 social media strategies. It covers boosting social rank with authenticity and presents a deep dive into the era of content creator stardom and the implications of generative AI. The report predicts that TikTok and LinkedIn will rule in 2024.
A think-piece on the increasing problem of unreliable, mediocre, or low-quality online content. It suggests that Google needs to address this issue by reducing clutter on search result pages, deploying generative content signals, and creating non-standard syntax signals to identify human content.
Every brand wants to create a narrative that separates them from their competition. Drift separated itself from all other chatbots by creating the concept of ‘conversational marketing’ and evangelizing it through content. Clearscope’s founder established their unique expertise by analyzing case studies on search intent and content optimization. Grow and Convert differentiated its brand by coining the term ‘pain point SEO.’ Any brand can do this by first identifying its core differentiators and then creating content that explains and supports them.
A colored wheel chart of “emotion words” that’s useful when writing powerful stories that evoke emotion.
ChatGPT can analyze hundreds of customer reviews and filter responses by pain points, triggers, failed attempts, transformations, golden nuggets, and objections.
Brands should consider Thanksgiving as a separate holiday from Black Friday.
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Google has released the November 2023 reviews update, which overlaps with the core algorithm update that is still rolling out. This will be the last time Google announces a reviews update because they will be happening on an ongoing basis moving forward. Google’s “reviews system” covers any topic that is reviewable, including products, services, and businesses.
WordPress 6.4 has been released. It introduces a new batch of writing and design tools that give users more powerful customization capabilities inside the editor. WordPress 6.4 includes a new default template that contains 35 page layouts, lightbox images that expand on user clicks, background images in group blocks, and more. The new version also contains more than 100 performance-related updates and a range of accessibility improvements.
Structuring content topics based on your buyers’ journeys is key to driving sales. This post includes a simple example from Lattice on using retargeting ads with middle- and bottom-of-funnel content to drive conversions.
Your order confirmation page should be used to create delight and increase revenue. Get more from this page by cross-selling, encouraging account creation, promoting an app, or adding a survey.
Most B2B marketers need to change their playbook. Self-served buying journeys are growing, social media is playing a bigger role in decision-making, paid ads are all over the place, and cold emailing has diminishing returns. To thrive in the new landscape, marketers must understand these changes, then refocus their strategy accordingly. The playbook for succeeding in 2024 includes content marketing, social selling, paid ads, and account-based outbound—each of which has a deep dive in the article.
The MUD (Meaningfulness, Uniqueness, Defensibility) framework is a strategic model that helps organizations evaluate and identify their product differentiators. This post shares how CometChat’s new product marketing team applied the MUD framework. A link to the editable framework is available in the post’s comments.
Most guides on scaling skip the earliest stages or are by authors who haven’t done it themselves - this one focuses on how to reach your first million. The first step is finding product-market fit, which can be done by running paid acquisition campaigns and seeing if users are interested. Then, identify your ICP before doing anything else. Only then should you focus on nailing down messaging, pushing users to their ‘aha moment,’ and optimizing down-funnel metrics.
In this podcast, a Harvard Professor discusses a recent paper on how generative AI could be used to simulate focus groups and surveys to determine customer preferences. With the right input, AI reacts in a way that humans would in surveys which creates the possibility of running studies much faster, cheaper, and with bigger samples. It is not recommended to replace all human studies with GPT or other LLMs, but it opens a lot of new possibilities for marketers.
Customer journey audits provide insight into your winning vs. lower-performing channels. This post contains an audit framework and also prioritizes channels based on owned, paid, and earned/shared.
You can now swipe across on a reply and create a Story focused on that response. This is an opportunity for brands to showcase top fans in a new format in-stream.
First, check conversion tracking quality, then review audience manager, use the “compare” feature to observe results trend, break down the highest spend campaigns, and look at change history.
TikTok’s $2 billion creator fund is ending on December 16th in the US, UK, Germany, and France. TikTok will instead pay creators through its Creativity Program, which rewards videos longer than 1 minute, signaling how long TikTok thinks videos on its platforms should be. A shift to longer-form video may be a triple win as advertisers, the platforms, and creators would all benefit from more ad space and greater time spent.
64% of Americans are using the deals they find on Black Friday-Cyber Monday (BFCM) to self-gift. More than 1 in 3 shoppers will use holiday discounts to stock up on everyday products. Another 29% said they’re planning on making big-ticket purchases they’ve been holding off until BFCM. Gen Z wants to be able to shop anywhere, including in-person (34%) and through social media (48%).
It’s beneficial to implement reassuring nudges, like personalized recommendations and product fit information. This approach can boost conversions while reducing product returns, compared to pressuring nudges that initially drive incremental sales but result in higher return rates.
A B2B software company was looking to improve the conversion rate (CVR) of its lead gen form without losing lead quality by shortening its multi-step form. However, this led to a significant drop in both CVR and qualified leads. It then tested adding a first step that asked users whether they currently had a similar software solution in place. This resulted in a 20% increase in CVR, a 10% increase in qualified leads, and the ability to personalize the lead form for each user.
A quick one-pager to ensure your website hierarchy is clear and pages are crawlable and indexable.
An engaging profile helps you stand out on social platforms such as Facebook, LinkedIn, and Twitter. Ahrefs’ free bio writer analyzes your profile page’s content and your inputted tone, then creates three variations of a bio. Beacons.ai’s link-in-bio landing page generator uses content on your social profiles to generate a single page for all channels. Taplio and Resume Worded provide recommendations to improve your LinkedIn profile.
ChatGPT plugins enable additional capabilities and are accessible through the native plugin store. The ‘Browse with Bing’ plugin lets the GPT-4 model search the internet, which is useful for generating a summary of the top search results for long-tail keywords. Dall-E 3 is an image generator that can be used for blog post images or simple branded imagery. Access Link is useful for summaries of web content.
Testing CTA button colors isn’t going to significantly change conversion rates, but testing headlines and copy above the fold will.
Taylor Swift priced her Eras tour tickets at $254 on average, but due to higher demand than available supply, the average resale ticket went for $3,801. While it seems like missed profits, it’s actually a lesson in branding.
YouTube is experimenting with generative AI elements, including comment summaries for in-depth discussion engagement and a conversational AI tool that enables viewers to ask video-related questions, potentially influencing content discovery, as part of its ongoing efforts to improve user experiences.
A collection of 9 creative and heartwarming holiday commercials from renowned brands like Coca-Cola, Amazon, and Dior. These brands are experts at tugging at the heartstrings.
A growth hacker’s primary goal is to find scalable and repeatable methods for customer acquisition, retention, engagement, and conversion. Dropbox nailed its double-sided referral program, increasing new users by 3,900%, while Duolingo is well-known for its addictive gamified user experience. Other growth hacking techniques include offering freemium models, optimizing onboarding flows, and nurturing early adopters.