It’s a big one.

 

 

FACEBOOK

Cross-platform DMs are here (and more)

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We know what you’re (probably) thinking: Didn’t we just talk about Facebook and Instagram platform integration on Tuesday? If that’s what you’re thinking, you’re right. It’s getting repetitive, but there’s no way around Facebook’s announcement yesterday – it’s a big one.

Facebook Messenger and Instagram DMs are finally merging. Well, kinda. Here are the details:

  • You no longer have to switch between apps to message on FB and Insta. According to an announcement from Facebook, your conversations on Messenger and Instagram will be integrated. If you’ve got a favorite app, you can stick with it – plus, you can view all your messages without switching apps.
  • Not so sure about the update? You don’t have to opt in (yet). When you open Instagram, you’ll be prompted to choose whether you want to update to the new integration or not.
  • We’re getting more features, too. Customizable colors and themes, vanishing messages, and selfie stickers are just a few of the new features coming to Instagram and Messenger. Some of these features are already available on Messenger, but are simply being added to Instagram as well.

There’s a whole lot more that we didn’t get the chance to unpack here, which you can check out in Facebook’s official announcement. The update is set to roll out worldwide shortly, and many users are already seeing the update live.

For marketers and businesses, this is good news. It’s now easier to manage your communications and Messenger marketing across both platforms – connecting with your customers is easier than ever.


GOOGLE

Google’s been busy

Google took up the majority of the marketing news real estate yesterday, and that’s because of two things: Google announced a couple of updates, and a couple of governments made some announcements about Google.

Let’s dive into what was quite a bittersweet day for Google:

  • The United States will likely be suing Google next week, according to a report from Reuters. The lawsuit is expected to allege that Google is disadvantaging rivals by depriving them of the user data they need to effectively optimize their platforms. There’s trouble overseas, too, as China is threatening an antitrust investigation.
  • Local Services Ads are coming to Europe. As searches for local services continue to grow, Google is bringing local services ads to 10 European countries. At the moment, professional services ads will not be allowed.
  • Google Shopping is about to become free worldwide. Starting sometime in mid-October, Google will be rolling out free Shopping listings in Europe, Asia, and Latin America.

The news about Google yesterday was a mixed bag, but still a favorable one for marketers – particularly if you’re not in the United States.

If you work with either local or online businesses, the Shopping and Local Services Ads announcements should open up some opportunities to bring in more customers.


CONTENT MARKETING

Website content that sells

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What kind of content SaaS buyers consider before making a purchase?

This is the question at the base of this research conducted by Mike Sonders. The goal was to uncover what kind of content buyers consume before they make a SaaS purchase.

The main answer to that question is: it all depends on which stage of the funnel they’re at.

They will start by searching for the price, integrations, and alternatives of a service. If these searches satisfy the buyer’s needs, they’ll go on searching for a “demo” or “FAQs”.

For example:

  • If the price is out of budget range, they’re going to be much less interested in getting a demo.
  • If the demo goes poorly, there’s not much reason to explore integrations.

Mike Sonders analyzed the online searches of thousands of SaaS buyers and the results drove him to the conclusion that your website probably isn’t delivering everything SaaS buyers need.

Let’s find out if he’s right!

What are the best content creation practices?

Here’s some of the content your prospects are looking for:

+ Price: This is the part of the funnel where you’ll lose a lot of prospects, so you should be putting plenty of effort into it.

“Is the price low enough to convince people to at least look at product features?”

To answer this question:

Make sure your products’ price can be easily found, both on Google and your website.
Avoid confusing price plans.

+ Alternatives: Before a meaningful purchase, buyers want to consider the alternatives. That’s why most buyers’ journeys start by googling brand alternatives.

So, what should you do?

  • Create a page that positions your solution as the “Best Alternative,” where is a well-known brand in your vertical against whom you can position yourself effectively.
  • : Yes, even create a page where you list your competitors.l

+ Demo: Your audience wants to see your product in action. Therefore, having demo content on your website and on YouTube gives you a chance to own more real estate in search results.

+ Reviews: Searches for “brand review” are dominated by Capterra, G2, and Trustpilot. That’s why you should monitor and manage your reviews on these sites.

Some brands also take it one step further by systematizing the process of getting reviews from happy customers on these sites. Plus, these can also be used in your website to sprinkle some social proof.

That’s just a tidbit of the whole post. So, to give your buyers the right content, take a look at these content marketing data-backed practices.


ROUNDING UP THE STACK

BIG TECH: Europe is reportedly eyeing limits on how big tech companies can use and share data. This isn’t anything to worry about yet, but it could have implications down the road.

FACEBOOK: Shopify released the Facebook Conversion API. It allows you to share customers’ browsing behaviour from Shopify’s servers directly to Facebook’s servers.

SEO: Google has published a document that clarifies some of the biggest questions surrounding Featured Snippets.

CONTENT WRITING: Josh Spector lays out some sound advice on Twitter to help give your content writing a boost.

INFLUENCER MARKETING: Wondering how you can find a good influencer to promote your products? This guide from Taylor Lagace makes it easy.


BRAIN TEASER

How many times can you subtract the number 5 from 25?

You can find the solution here.


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POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

Paramedics in the UK are about to get a major upgrade

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Imagine taking a hike on a mountain in the UK. It’s sunny outside, and you can probably see some farms with some sheep and some tractors down below – and all of a sudden, a paramedic flies by you in a jetpack like Tony Stark heading to save the world.

That weird-but-awesome idea might become a reality very soon. It’s being reported that paramedics in the UK are working with Gravity Industries to test jetpacks that would allow them to fly up mountains in a matter of seconds.

If you want to see the jetpack in action, check out this YouTube video (it’s incredibly cool and you won’t regret it).

The flight time on the jetpacks is under 10 minutes, though, so Gravity Industries might still have to make some adjustments before we can go full Iron Man.

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