Fake reviews are creeping into local ads
If a hundred 5-star ratings for the local massage parlor seems odd to you…
That’s because it probably is.
Something’s not right: Local Service Ads (LSAs) have seen an increase in fake reviews, despite Google “screening” and labeling reviews as credible.
Some “spam” ads can stay up for as long as five months before Google takes action.
It gets worse: Users claim that sometimes the top three LSAs have inflated ratings, which hurts the local firms doing business “by the book.”
Why we care: Until we see positive changes, there’s a possibility that your brand or business may face unfair competition from fraudulent reviews.
Something to factor into your marketing strategy.
Are social networks changing forever?
So much for being social…
Interest-based feeds are taking over: Social media feeds used to show the links, opinions, and pictures of people we know.
However, because the old user targeting model is increasingly challenged by strict privacy regulations, Meta is the latest platform to shift to content recommendations based on user behavior.
Thanks, Tiktok: According to Axios, TikTok was the first to introduce an “algorithm that processes reactions of the horde of anonymous users.”
Meta’s tectonic shift from a community-based to an interest-based algorithm marks a new era for social media… and maybe the internet.
Why we care: For marketers trying to build communities around brands or markets, this trend could thrust a stick between the spokes.
Again, another factor to keep in mind.
It’s not all doom and gloom, however. You can still…
Flood your funnel with engaged readers who would actually buy
The financial health of your business depends on the quality of users entering your funnel.
And if you’re paying Meta or a creator to put your product in front of the wrong people, then it doesn’t matter how many AOV tricks you got up your sleeve… They won’t convert.
This is just one reason why you should try newsletter advertising.
We can think of at least two others…
First, TikTok and IG users spend only a few seconds watching your video ad. Newsletters readers give you minutes of attention!
And with Swapstack, you can target niche audiences at scale.
Swapstack gives you access to hundreds of newsletters with engaged audiences.
… Giving you the potential to flood your funnel with hundreds or even thousands of hyper-targeted buyers.
Swapstack works with over 750 publishers, and can reach ~40M readers each week across all interests.
5 tips for improving your B2B marketing on LinkedIn
Business to business (B2B) advertising is a hard coconut to crack.
But if you can crack it, it’s a sweet-tasting fruit.
Search Engine Journal says LinkedIn is the “place to be” if you want to advertise to other businesses, and they’ve got some interesting tips for doing it properly.
So let’s get cracking…
1. Use Campaign Groups: All your ad elements, except for ad creative, are managed at the campaign level.
So if you want to change or test anything, whether targeting or budget, you need to create a separate campaign.
That’s a lot easier to manage when you structure and organize your entire campaign with Campaign Groups.
2. Target with Matched Audiences: Matched audiences in Campaign manager lets you target two types of audiences:
- Company list targets employees of companies of your choice.
- Contact list targets based on individual names, emails, job titles, etc.
This can help you laser focus your target audience as well as leverage it if you’re creating lookalike campaigns.
3. Use data from Company engagement reports: Speaking of Company matched audiences… The Company engagement reports show you how people from individual companies engage with your ads.
This can help you find out if your ads are appealing to your targeted audience.
4. Use lead generation forms: Want to bypass privacy issues? Get users to opt-in to your email list from LinkedIn.
When they do, you can download the leads as a .csv file or set up an automation with your CRM tool to automatically add the contact.
5. Increase performance by experimenting with different bidding strategies: Your bid strategy determines how much you want to pay to display ads in front of your audience.
There’s more to bidding strategies than we have room for, so if you’re interested, you can get the details here.
And there you go… You’re ready to rock the B2B ad space. Catch you on Linkedin!
Add a subscription model to your e-commerce business with none of the hassle
According to Gartner, by 2023, 70% of DTC businesses will have tried adding a subscription model… and 80% of them will fail.
While subscriptions offer your business steady cash flow and customer loyalty…
They’re hard to implement successfully.
Don’t be among the 80% of businesses that fail.
This guide shows you how to build a subscription model and skyrocket your sales—easily.
Lean into the spirit of popular holidays to create your own… and make more sales, too
Here’s a tactic to try: Converting holidays into holiweeks and holimonths.
It goes like this:
- Black Friday -> Black November
- Christmas and the New Year -> Winter Break
- Cyber Monday -> Cyber Week
- The Monday after Cyber Monday -> Late Cyber Monday
See the pattern?
It works: We surveyed more than 400 marketers, and some of the respondents told us that this is a successful tactic they’re using.
Why it works: Basic psychology. You’re more likely to get people to buy if they feel like they’re getting a deal.
The “holiweeks” and “holimonths” idea works because you get to increase the number of days that your customers feel like they’re getting a deal—thereby increasing your sales.
Use it with caution, though: If people feel like your products are always on sale, they may perceive your products as less valuable—or never buy them at full price.
So try tactics like the one above to boost revenue, but be strategic about your holiday pricing.
Let us know how it goes!
SOCIAL MEDIA: Got too many tabs open? Now you can manage all your social media using only one. Loomly lets you create, schedule, analyze and optimize all your content from an all-in-one platform. 18,000+ brands are using it… why not you? Try it for free.*
INSTAGRAM: No letters… just pics. Instagram is experimenting with removing usernames from Stories at the top of the home feed. Better make sure your profile pic doesn’t look like someone else’s…
METAVERSE: Meta is implementing a new content policy for Horizon Worlds, their virtual reality (VR) video game. Worlds with sexually suggestive content, as well as content promoting alchol, drugs, and violence must be labeled as “mature.”
SOCIAL MEDIA: Show us the numbers. This week, Alphabet, Meta, Amazon, Microsoft, and Alphabet will show their quarterly earnings. Will be interesting to see how other ad channels are doing after Snap’s and Twitter’s underwhelming numbers…
*This is a sponsored post.
You answer me, although I never ask you questions.
What am I?
You can find the answer here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
That’s a sweet gig
Why get promoted to CMO when you can become a CCO—chief candy officer—instead?
A Canada-based online candy store is hiring a taste tester, a role that sounds like a tongue twister but actually has more to do with teasing the taste buds.
And the conditions seem decent: You get a six-figure salary for tasting more than 3,500 candy products a month. Experience? Not necessary. Minimum age? Five.
Yep, sounds like a great opportunity to us.
We just hope it comes with a gym membership, private nutritionist, and dental insurance…