Christmas in January?
It’s been a wild year for e-commerce. But are things about to get a little too wild?
A report yesterday from the Wall Street Journal painted a troublesome picture of one important piece of the e-commerce puzzle: Shipping.
Both FedEx and UPS have started to notify many of their largest shippers that they’re already anticipating running out of shipping capacity. This isn’t something to laugh at, either – the estimated difference in delivery capacity vs. demand is forecasted to be more than 3X higher than 2019.
Before you start worrying that your customers won’t be receiving their Christmas packages until January, here are a few things to consider for e-commerce, as per Bill D’Alessandro:
- Consider charging shipping or raising prices. It sounds extreme, but it might help you get packages where they need to be in a pinch.
- Think about leaning on Amazon’s multi-channel fulfillment for website orders. It’s tough to beat Amazon’s warehouse network, and the proximity to your customers is more important than ever this year.
- Don’t rely on services like FedEx Smartpost or UPS Mail Innovations after December 1st. It’s going to be a wild ride this holiday season, so don’t assume that what’s worked before will necessarily work this time around.
There’s no reason to sound all the alarms in your e-commerce business HQ yet. Well, sound a couple of the alarms – maybe the quieter ones – and use them as motivation to get working on shipping solutions and customer service for this holiday season!
What does “top of funnel” really mean?
The term ‘top of funnel content’ is quickly joining the marketing hall of fame as one of the most used (and overused) marketing buzzwords of all time.
But do you know what top of the funnel content really is? Hint: It’s not just blog posts that are vaguely related to your business.
Tyler Hakes breaks down the concept in this recent video – so let’s break down his breakdown:
- Take, for example, an article titled “What is Average Order Value (AOV)”. If a user stumbles across a post about defining AOV, they’re probably interested in e-commerce. But does that really tell you anything about their intentions?
- But let’s say, instead, a user comes across a post called “Five Ways to Increase AOV”. You’ve now got a user with a need – not only are they interested in e-commerce, they’re interested in e-commerce and they want to increase AOV.
According to Tyler, there’s a big difference between these two examples. The first is pre-funnel content, and the second is top of funnel content.
Why? If a user is reading a broad post about a topic, it might tell you about their interests – but it doesn’t tell you much about their intentions.
And, to create great top of funnel content, you need to have some insight about the intentions of your user.
This doesn’t mean you shouldn’t create that sweet, sweet pre-funnel content, though. Just make sure you’ve got some top of funnel content to go along with it.
Get the SEO cheat codes from experts working at Google and HubSpot
Half-baked blogs, noisy Facebook groups full of self-promoters, and mediocre courses.
Is this the right way to learn SEO?
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Traffic Think Tank is like having a boardroom full of smart mentors available 24/7:
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- Steal from the experts: Watch them explain, then download their cheat sheets, process docs, and standard operating procedures to get right to work.
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- An over-the-shoulder video series called Money Site from Scratch on how to build a revenue-generating website.
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Link building, keyword research, affiliate, money sites, local SEO, content marketing. Have you ever felt like you needed someone to clear your ideas in one of these areas?
How to mastermind a successful Product Hunt launch
We’ve been thinking about Product Hunt a lot lately. You know, the website where you post your product, get upvotes, and…profit? The answer to that last bit is maybe – if you’re doing it right.
Product Hunt can drive some serious traffic to a product, but it’s easy to get lost in the weeds when you’re trying to sort out how to launch properly.
That’s where John, the founder of Repixel (which lets advertisers target someone else’s website) comes into play. John is a regular reader (Hi, John!) and he recently launched Repixel on Product Hunt where he became the 2nd most upvoted product of the day with 66 reviews and 4.8/5 stars. We reached out to John to get some tips about how to do a Product Hunt launch. Here’s what he sent our way!
What you should do
- Preparation starts 6 weeks before launch day. Network in Facebook groups, Slack channels, with your users, other Product Hunters, etc., so when it’s time for launch, you have people that can support you.
- Schedule your post for midnight pacific time, when the competition for the #1 spot begins. Every hour counts.
- Carve out time throughout the day so you’re available to respond to comments. The engagement will help you rank, and you’ll also end up with some bonus leads.
- Most of all, take your time and build a product that people are excited about :).
What you shouldn’t do
- Don’t ask for upvotes. It’s highly frowned upon in the community and you’ll get called out for it in the comments.
- Don’t waste time “hunting a hunter”. We did that on our first launch and we gave up a lot of control without gaining any noticeable impact.
- Don’t hire from an “upvote farm”. Maybe it goes without saying, but as the day goes on, you’ll get offers from people that promise hundreds of upvotes for cheap – they’ll just get your account banned.
The end results? 4.5k sessions (over 3 days), hundreds of signups, 50+ customers, countless backlinks, and something we didn’t anticipate…nearly a dozen calls from investors. Perhaps not a needle-mover for a large company, but definitely a really nice boost for a startup and an incremental win for everyone else.
Since John and the Repixel team are big fans of Stacked Marketer, Kevin (a co-founder) has offered to answer questions from our community. Check out this post in our FB group!
FACEBOOK: Rob Leathern let us know that the review backlog for appeals is longer than normal right now due to “a combination of upstream factors”. And they’re working on it. If your appeals have been on hold forever… that’s why! Thanks Facebook!
SEO: There’s a lot to breakdown from Google’s Search On 2020 event last week. But, one of the more interesting bits is passage-based indexing – check out the full explanation in this article.
TIKTOK: Yes, there’s still TikTok ban-slash-acquisition-slash whatever the hell you want to call it news going on, and this article from Social Media Today breaks it all down nicely.
INSTAGRAM: As influencer marketing continues to grow on Instagram, the company announced that it will be taking more steps to crack down on influencers who don’t disclose that they’re being paid.
YAHOO: Anybody still using Yahoo Groups? The service is fully shutting down on December 15 – if you’ve got a community on the platform, make sure to take it elsewhere before the hard deadline!
It’s Monday. You know what to do.
🧅 Zuck says no.
👻 Scary ads.
🤷 Well, this is awkward..
🙋 Entry for one.
Think you can guess which one got the highest open rate last week? Go vote here!
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
Marketers love vending machines
The last time you used a vending machine was probably at your old job where they had a dusty machine that sometimes worked in the corner of a break room that was lit like it was the set of The Office…right?
Though you probably don’t use vending machines in your day-to-day, marketers seem to love them for creative campaigns.
Jeeves Williams outlines plenty of fun examples in a recent Twitter thread – go check it out – but here are a couple of our favorites:
- As a promo for The Secret Life of Pets, there was a vending machine that would prompt dogs to bark, listen for a bark, and then release a bag of branded doggie treats.
- KitKat sparked a staring competition. Back in 2017, KitKat placed two vending machines on rival college campuses in Brazil, which were connected to each other via live video stream. The winner of the competition, of course, got a KitKat bar.
There are plenty more fun examples in the full Twitter thread from Jeeves here!