COMING AT YOU THE WEEK OF 8.30.22
This week’s most important Marketing News
The Helpful Content update aims to encourage human-focused content. According to Google, sites that create content with an audience and their needs in mind will benefit from the update (or at least not suffer from it). Whereas, sites that optimize content for a search engine and don’t work to make unique and valuable content, will suffer. This Search Engine Journal article gives a good overview of content principles to help you meet Google’s Helpful Content expectations.
BeReal—the anti-Instagram, photo-posting app—has been gaining traction this year. According to Appfigures, BeReal has surpassed Instagram in app downloads throughout July and August. And BeReal has spent quite a bit of time over the last few weeks as the top rated app and as the most downloaded social network app.
On the other hand, BeReal hasn’t found a way to monetize the app and ultimately it’s function boils down to a feature that Instagram is already copying. So, while many of us may root on the little app that could, there’s a chance the big guy (Instagram) will still squash out the resistance.
Until now, you could place an ad on sites, apps, email, television, etc. through Google’s Display & Video 360. Now they’re offering some “traditional” placement options at physical locations.
The report will be gone on Sept 22, so looks like those of you with multilingual/multiregional sites will need to find new strategies to monitor your hreflang tags. This is what Google recommends.
Twitter is offering new CTA button options to their Professional Account holders. The CTAs appear on profile pages, and account holders can choose from different CTAs like “book an appointment,” “listen now,” or “stream live.” All brands and creators have had the option to convert to a Professional Account with its extra features since March of this year, and it’s free to do.
The “Nearby” feed is showing up for some users as TikTok tests this new tab for content specific to a user’s local area. This could be a cool way for people to find local shops and businesses (besides just enjoying content that’s relatable because it’s centered on your local area). BUT this also highlights the data TikTok has on its users which is a sore spot already.
We all know we should “sharpen the saw,” the trick is to actually make time to do it. This article helps you do that.
I got a lot of marketing inspiration as Andy walks through the deck and points out the successful principles.
I try to stay clear of crafting sheets that require serious formulas. But I have it on good authority that these formulas and functions can change the lives of data lovers.
GETTING CONVERSIONS FROM A COMPETITOR COMPARISON PAGE
Some companies have a product or service that’s very unique or is clearly better than the competition. In those cases, a competitor comparison page can be straightforward, a list of features that shows their company as the clear winner.
But most of us market a product that isn’t crazy different from our competitor’s product. You guys have something good, but a winner isn’t as clear cut. How do those companies, the majority of businesses, use a competitor comparison page successfully? How do you tell a story that will build trust and convert?
- You tell the story of your unique selling proposition.
- You don’t ignore your competitor’s strengths.
- And, you have a good CTA.
Tell the story of your unique selling proposition
Your unique selling proposition = why people choose your product over other similar products.
In a perfect world, you’d know this off the top of your head for your company products. But if you don’t, now is a good time to figure it out.
Robinhood: investing made possible for everyone
Jimmy John’s: freaky fast sandwich delivery
Southwest: low-cost flights
Don’t completely ignore your competitor’s strengths
If your competitor page tells a strongly biased story (nothing good about a competitor, nothing negative about you) then you’ll lose trust instead of gaining it. But as long as your offering has a strong unique selling proposition, then you can show off some of your weaknesses.
Just tell a strong story. Something like this:
If you buy from our used car dealership, you can count on getting a reliable car. We have a strong vetting process and we only sell cars with clean titles. Sure other dealerships offer a wider variety. But when you come to us, you know you’re getting a safe, used car.
Have a good CTA
Most people on this type of page should be close to converting. Make sure you have a bottom-of-the-funnel CTA for them to use (schedule a sales call, add to cart).
Remember if there are people who are the right fit for your product, then there are people it’s wrong for. And that’s ok. Let your competitor comparison page weed out people who aren’t the right fit for your product. That helps you and allows you to create a comparison page that will be honestly useful to those who visit it. Then, you’ll end up with longer-lasting, more qualified customers from this page. Win, win.