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LINKEDIN

New LinkedIn features may boost your organic reach

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LinkedIn announced several promising new features and tools this week.

Take a look:

  1. 400+ new industry categories. Now business pages have more options to choose from, which means more clarity about what your brand does and more findability. Microsoft published the full list of categories here. Speaking of findability…
  2. New publishing tools. LinkedIn just rolled out Newsletters for companies, which alert your subscribers with a one-time notification whenever you publish a new issue on the platform. LinkedIn also launched a new Campaign Manager experience, which supposedly makes it easier to plan and run campaigns, and even to toggle between multiple accounts.

We’ll take the boost: LinkedIn Ads are expensive, so any organic boost brands can get from LinkedIn is welcome.


PPC

PPC experts: Are you getting paid enough?

This may inspire you to ask your boss for that raise…

What’s going on: Take Some Risk just published comprehensive data on PPC salaries in 2022, broken down by gross salary per country and region.

What in-house and agency search marketers are making:

  • Agency PPC salaries range anywhere between $47,500 and $139,000.
  • In-house PPC salaries range between $50K–$123K.

Why you should care: Marketers like you are in high demand right now. If you’re getting results for your company or agency, you deserve to be paid what you’re worth.

So consider brushing up on those negotiation skills and asking for more.


SPONSORED BY AB TASTY

Major brands are investing in customer experiences. Here’s how to create yours

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Did you know 48% of customers spend more when their experience is personalized?

Some brands personalize the shopping experience by enabling customers to try on clothes online before buying.

Others empower customers to visualize furniture in their home before committing to an order.

AB Tasty’s report shows you how to create amazing customer experiences for your brand.

Their Digital Experimentation Model walks you through:

  • What consumers want vs. what most brands are delivering
  • How to maximize your conversion rates and revenue with UX
  • An agile approach to future product releases

And a lot more.

It takes a ton of alignment and planning to make these experiences happen. AB Tasty’s interactive report can take the guesswork out of planning yours.

“Awesome. Show me how to create incredible experiences for my customers.”


SEO

How to prepare for Google core algorithm updates

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Core algorithm updates can be painful, even scary, for many SEO experts.

And with Google releasing 3 core updates every year on average, it’s easy to feel like you’re at the mercy of their algorithms.

But as Jason Rojeck’s excellent Moz article shows, you’re not as helpless as you may think.

You just need to know how to prepare for and respond to these updates.

Here’s a quick review of what Jason covers.

How to address core updates:

First, it’s important to note that you don’t need to figure out a big “fix” to solve for these updates. You usually have 120 days between each update, giving you time to adjust and measure impact. So don’t feel like you have to take drastic measures every time.

How to analyze core updates:

Usually, an update takes 2 weeks to roll out, so start analyzing traffic changes two weeks after the update announcement.

Some of the things you’ll want to look for are:

  • Changes in visibility within the general space of your keyword set. This is to understand the changes that impacted a whole industry.
  • Changes in visibility to your website.
  • Changes in visibility to Google properties. 

How to affect the outcome of Google core algorithm updates:

There’s no limit to the actions you can take to leverage a Google core algorithm.

But a good rule of thumb for meeting Google’s standards is using the “EAT” concept: expertise, authority, and trustworthiness.

There’s lots more to EAT than that, of course. We recommend reading the rest of Jason’s article so you’re prepared the next time a core update appears.


SPONSORED BY AFILIADOS BRASIL

The biggest digital marketing event in Latin America is about to take off

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Shake the right hands. Make profitable connections. And put your finger on the pulse of the Latin American digital marketing industry.

We’re talking about Afiliados Brasil, the biggest affiliate marketing event in Latin America, connecting brands and marketers.

The speakers lineup is compelling, including Jon Benson, considered the inventor of the VSL, and Marcos Moura, the first marketer to reach $100M with ClickFunnels. And the networking opportunities are yours to grab. Not to mention Brazilian hospitality!

“Quero ganhar mais dinheiro”


THE CREW’S INSIGHTS

An easy 2-step process for generating copy from negative feedback

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Let’s talk through the process of doing something counterintuitive: Brainstorming ad copy from people who don’t like your product.

Here’s how to do it:

  1. Gather negative feedback. For example, if you work for a SaaS company, that could be negative feedback you received from customers who stopped using your product. If you’re in e-commerce, this feedback is probably a public, negative product review.
  2. Group the negative reviews into two categories: “Our Fault” and “Their Fault.” Our Fault reviews are cases where a genuine error on your part gave the customer a negative reaction. Their Fault reviews are cases where the customer is not the right person to be using your product.

Example of Our Fault feedback: “I was stressed while using your software product. The UI made my life difficult.”

Example of Their Fault feedback: “This Lamborghini is too fast for me. It was scary to drive.”

Now you’re ready to use both of these feedback types in your marketing. Here’s how:

  1. Our Fault feedback: This feedback indicates a customer pain point so serious that the customer stopped using your product. Address these pain points the next time you write copy.
  2. Their Fault feedback: Use this in your marketing to make your real audience feel like the product was made for them. Adding in a dash of humor is always good, too.

Customer feedback is one of the best places to gather inspiration for your copy… even when it’s negative.

Don’t be afraid to use it!


ROUNDING UP THE STACK

MARKET RESEARCH: What’s a marketer’s ultimate superpower? Knowing how your potential customer thinks, behaves, and buys gives an edge over your competitors. Bloom & Wild, PensionBee, and Organic Valley use Attest to gain a deep understanding of their target consumer. And you can try it for free.*

TIKTOK: Missed the first “For You” summit? Don’t worry, TikTok just announced a second one. Sessions will focus on measurement, content creation, and… new word alert… “Shoppertainment.”

META: Lucky. Many small businesses say their Facebook and Instagram ads are performing better than expected, despite Apple’s iOS updates and volatile ad costs.

GOOGLE: Like business info, but for doctors. The search giant just released new features with the hopes of making it easier to find and book healthcare services online.

E-COMMERCE: Carrots, not sticks. Even though most grocery stores have lifted pandemic restrictions, people are still ordering groceries online. And Instacart just rolled out a new tech platform to take advantage.

GOOGLE: Eye for an eye. Yesterday, Google stopped running ads in Russia. Now Russia is blocking Google news.

*This is a sponsored post.


BRAIN TEASER

What 5 letter word is spelled the same way forwards and backward?

You can find the answer here.


POOLSIDE CHAT

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

How to make April Fools jokes that don’t flop

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Should your brand make jokes or play pranks this April Fool’s Day?

Before you craft that hilarious tweet, maybe read PR Daily’s guide first. They bring up important points to consider, including timing and… not lying to journalists.

As for us, we have no intention of pranking you.

We love injecting humor now and then. Just not that kind!

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