COMING AT YOU THE WEEK OF 1.31.23
THIS WEEK’S MOST IMPORTANT MARKETING NEWS
YANDEX LEAK REVEALS HUNDREDS OF SEO RANKING FACTORS
Never heard of these guys before but Yandex is the fourth largest search engine in the world. An employee leaked an old algorithm revealing almost 2,000 Yandex ranking factors. It’s almost like SEO specialists are excited to see a list of exactly what elements affect how content ranks. But calm down—this isn’t a Google algorithm leak, people.
TWITTER BOOKMARKS ARE COMING SOON
Twitter just announced that you can save tweets on iOS. Now your audience can easily save and reference the high-quality content you send out on Twitter. Might change your strategy a bit. All your bookmarks are private and go into a bookmark folder in your Twitter account.
INSTAGRAM RECOMMITTED TO FOCUS ON PHOTO OVER VIDEO
While the rest of the social media world pivots to video (thank you TikTok), Instagram holds its own on the photo front. CEO Adam Mosseri says that last year the platform pushed videos too hard. In 2023, they’re going to focus much more on photos. According to their stats, they get just as much interaction with photos as video.
LINKEDIN’S NEW FEATURE WILL MAKE NEWSLETTER SUBSCRIPTIONS PUBLIC
Starting February 11 LinkedIn will make users’ newsletter subscriptions public to anyone. So there’s a way your newsletter will be promoted without you doing a darn thing—if you guys use the LinkedIn newsletter feature.
TWITTER LAUNCHES BETA TEST ON NEW TARGETING OPTIONS
Millions of people use Twitter to search and find content everyday. They just launched a beta test where advertisers can choose to place ad tweets within specific search results. Its goal is to help you reach your audience faster by targeting users based on questions and even keywords, not just topics. If you run ads on Twitter, you might want to try out this new beta feature.
I really look forward to these emails because often when talking about psychology for marketing, the content is interesting but abstract. But these fill the cup with interesting buyer psychology AND they share solid, practical tactics. To learn more before subscribing, follow that link up above
If you are convinced and want to sign up very easily (to a free newsletter you can always opt out of), then 👇
GOOGLE’S “INFINITE SCROLL” MAKES RANKING ON PAGE 1 TOTALLY USELESS
Remember how Google search has continuous scroll on desktop and mobile now? The article predicts what might come from that change (more ads and visual features?) and gives advice on how you may want to adjust your strategy accordingly (hint: it’s by standing out, not just getting the highest spot).
THE OPTIMAL FREE TRIAL LENGTH
You’re much more likely to convert browsers into buyers by offering them something FREE first. But what is the optimal length for your free trial? The study says 7-day free trials (vs 30 days) led to 5.6% higher conversions, 6.4% better retention, and 7.9% higher revenue.
5 QUICK AND EASY WAYS TO GENERATE MORE LEADS ON LINKEDIN
Odds are your target market is on LinkedIn (including underwater basket weaving, I checked lol). But how do you connect with your audience, potential partners, or JV’s without being spammy or coming across as your average sales bro? This article shows you how to use organic, free strategies and ads to get more leads on demand.
AD FATIGUE IS REAL. HERE’S HOW TO AVOID IT
Ad fatigue can screw over your CPA. So you plan to update to a new creative every three weeks. Well….that can be a lot of time and headaches. This article explains how to use Ads manager to know when you really need to update your ad and it gives other solutions to combating ad fatigue.
THE ULTIMATE GOOGLE & CHATGPT MASHUP
Andi is a smart new search tool that combines the results of Google with the conversational search style of ChatGPT. Instead of giving you an infinite number of search responses in list form, it does most of the research for you and acts just like messaging a friend. It’s currently ad free, tracking free, never gives you spam results AND cites its sources (something ChatGPT does NOT do). So whether you’re doing research, brainstorming new products or generating new headlines for your sales letter, Andi is the tool for you (and no they didn’t pay me to say that haha).
HOW TO GET YOUR CLIENT—OR SUPERVISOR—TO SAY “LET’S DO IT” OVER AND OVER AGAIN
One time I told a client, “You guys have great advice to share, but the way you’re presenting your content sucks.” I might have said it nicer…and I might not have. So they said, “Great, tell us what we should do differently and help us do it.”
Isn’t that THE DREAM??? But also, isn’t it really the dream because it basically never happens? Or at least it feels more common for people to be barriers to our expert opinions instead of conduits or promoters for them?
I dug up some advice—that’s easy to start implementing and backed by some cool studies—to get people to green light your ideas more.
So let’s talk about things you can be doing to get your point of contact or your department head or whoever to say “let’s do it” over and over again.
As in, “let’s do your marketing tactic.” Just to clarify…
If you don’t know, say so
Professors from Queens, Brown, and Duke universities conducted a long-term study where one group of four-year-olds interacted with an adult who “admitted not knowing the names for common objects: a ball, a book, a cup.” And the other group of kids had an adult confidently claim they knew the terms for those objects, but got them all wrong—called a ball a shoe or whatever.
In the first group with the adult who admitted ignorance, the kids were still willing to learn a bunch of other stuff from them, even other words. And they did. But in the second group, the trust was completely broken. They refused to use that adult to help them even with projects like finding a lost toy.
- Be honest, but not overly apologetic when you aren’t sure about something. “Oh, I haven’t come across this exact problem before. It looks similar to something we fixed last year. Let me look into it and see if the same solution will work this time.”
My husband and I went to a 76ers game the other night (that’s basketball for those who don’t follow the NBA, which is basically me too). I was most impressed by some passes between Joel Embiid and James Harden.
I saw them do this exact type of backward pass.
How do you pull something like that off? Well, you practice plays over and over again until you know you can count on your teammate to be where they are, even if you can’t see them.
- Make your schedule predictable. Even if you don’t always work the exact same hours every day, make sure people know they can always check your calendar and that it’ll be up-to-date with your working hours.
- Make your communication predictable. Make it so people can say, “I messaged Denzel, so I’m sure we’ll hear back from her in a few hours.” You don’t have to respond to the exact concern in a fast time frame. But you can say “Hey, I see your message. I’ll have the answers to that by tomorrow morning.”
- Make your presence predictable. Be in the office the same day of the week. Always show up to your calls on time. Always chime in to conversations around certain topics in the company chat.
Find opportunities to mirror people
Psychologists have tested the effects of mirroring (or mimicry) on trust. They’ve found that trust grows right away when you mirror small actions in the person you meet. Evidence suggests we like being mirrored because it makes our new friend more predictable. “Hey, they nod when they listen the way I nod when I listen.” You can guess how they might behave easily because it’s guessing how you would behave.
- Copy someone’s messaging style. If they like to send a “good morning” message to the team when they start their work day. You try sending some. If they like sending five, short sentences as five different messages instead of one long paragraph—try that style with them!
- Mirror body language. If they like turning on their camera for virtual calls, turn on your camera. If they talk animatedly with their hands, try gesturing more than you usually do.
Alright team. Good luck winning over the trust of those around you, and use it wisely!
🤠 NEW INSTAGRAM FEATURE ALLOWS VISITORS TO FLIP BETWEEN YOUR PIC & YOUR AVATAR
🔥 TIKTOK’S SECRET ‘HEATING’ BUTTON CAN MAKE ANYONE GO VIRAL
😬 ADVERTISERS CALL OUT APPLE’S ‘HYPOCRISY’ OVER AD TRACKING
❌ SEN. JOSH HAWLEY SAYS HE’LL INTRODUCE LEGISLATION TO BAN TIKTOK NATIONWIDE
🔮 GPT-4 IS COMING: A LOOK INTO THE FUTURE OF AI
👀 GOOGLE PLANS TO LAUNCH OVER 20 NEW AI PRODUCTS THIS YEAR
🧨 JUSTICE DEPARTMENT SUES GOOGLE FOR MONOPOLIZING DIGITAL ADVERTISING TECHNOLOGIES
📉 A STARTUP FOUNDER THAT’S BEEN TRACKING TECH LAYOFFS SINCE COVID-19