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INSTAGRAM

Well, isn’t this a surprise

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Facebook’s developed a taste for… Borrowing features from other platforms to implement on their own. And with the announcement of Live Rooms yesterday, it seems their passion for imitation is here to stay.

So, what are Live Rooms, and what are they similar to? Here are the details:

  • You can now livestream with up to three other people. This is double the current capacity on Instagram Live. So, Live Rooms will feel more like conversations than one or two people just talking to the camera.
  • It’s a well-timed update. With the popularity of Clubhouse on the rise and Twitter making progress with their Spaces feature, we don’t blame Instagram for feeling like now is a good time to join the party.

What it means for marketers: The additional functionality on Instagram Live opens up doors for hosting conferences, webinar-type events, and Q&A sessions with experts. In many ways, you could leverage Live Rooms in much the same way that people use Clubhouse to generate traction.


SEO

The crazy story of how SEO almost got paywalled

SEO is probably the most common acronym in the marketing community. If you’ve been around long enough, the term probably falls on deaf ears.

But did you know that the term ‘SEO’ almost got trademarked and regulated? Rhea Drysdale wrote about her story fighting the trademark (and winning) in a new blog post.

Here’s what happened:

  • A man named Jason Gambert filed for a trademark on the term “SEO” in 2008. It sounds ridiculous now – and it was back then, too. Jason wanted to form a board of directors that would regulate who could sell “SEO services”. Effectively, businesses would need to get approval from him to do SEO work.
  • Rhea, and others, filed oppositions to Jason’s attempted trademark. Jason held strong, though, and some of the opposition bowed out. Rhea stayed in – by the end, she would spend more than $17k trying to fight this.
  • In March of 2010, the USPTO terminated the trademark application. And everyone lived happily ever after, as it were.

You can read Rhea’s full story here, if you want to dive a little deeper. It’s a great reminder that people like her, in any industry, are important for making sure no shenanigans go on behind the scenes.

Plus, this newsletter would certainly be quite different if we could never mention SEO.


SPONSORED BY INSIGHTS

Uncover this brand’s complete marketing tactics and strategies in a 150 page report in Insights

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Haven’t heard of Insights yet? It’s our new project here at Stacked Marketer.

With Insightswe spend 200+ hours dissecting the full marketing strategy of one company every month. Then, we compile all insights into a 100+ page report for you to read and discuss with the best marketers around.

The first company we looked into is Snow, a direct-to-consumer (DTC) oral care brand. They’ve sold over $100M worth of products and they are known for their big influencer campaigns, Facebook Ads and seemed like a fitting first choice. DTC hype, right?

Well, it’s quite stunning what you can find when you look carefully:

  • Snow uses a hyper-aggressive funnel with six one-time offers and several dark patterns to increase their average order value.
  • Comparing the influencer campaigns with Floyd Mayweather, Rob Gronwkowski and Chuck Liddel shows that name is more important than creativity for influencer marketing.
  • We’ve collected their Cyber Monday, Black Friday and regular emails and analysed them one-by-one. We expected better from a brand that calls itself “the Apple of oral care.”
  • Dark patterns, dark patterns, dark patterns. Whether you like them or not, it seems this successful DTC brand is using them a lot.

That’s just off the top of our head… There are 150 pages of website and product page teardowns, traffic sources breakdown, pre- and post-purchase emails, Facebook creatives (including Black Friday and Cyber Monday), search ads… We left no stone unturned.

Join Insights for $49/month – for as long as your subscription stays active – using the code STACKED49 (early-bird price valid until 31st March 2021).


E-COMMERCE

Lessons from a 15,500% ROI e-commerce exit

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In early 2018, e-commerce holding company 4×400 paid $5k to acquire 80% of FC Goods, a brand that sells handcrafted wallets made from vintage baseball glove leather.

In October of 2020, they sold it for $1.2M. Minus the founder’s 20% and the broker’s fees, that nets out to $780k. In other words, a 15,500% return on investment.

In this post, Andrew Faris shares the lessons they learned from this crazy ride. Here you go:

  • A great product with a great story can get you really far. People don’t buy FC Goods products because of their great marketing. The product, indeed, sells itself and it has a great story behind it. People that love baseball feel connected to it.
  • When you’re in a product category where no real alternative exists, you can keep moving the price up. If consumers do not have an anchor point for the price, and your product is awesome, people will pay a premium price.
  • You can’t scale exclusively on customer acquisition. After a purchase, your customers need to remain valuable. When they’re not, you’ll have trouble scaling your brand.
  • Product drops are powerful marketing in themselves. FC Goods had great success by launching limited-edition collections of thirty, sixty, or a hundred wallets around a story. Selling a few wallets didn’t bring huge revenue, but these launches helped to capture emails, built connections to customers, and made for great ads.
  • Niche or novel wins in DTC Facebook advertising. Some companies will need great advertising to sell because there are a lot of competitors. But if your product is new or unique, you don’t need that.
  • The value to weight ratio is crucial in delivery costs: Too many people go into e-commerce without realizing how much of your margin shipping can eat up. But there are massive savings by making it easier and cheaper to get your product to the customer.

These are just six of the ten lessons Andrew Faris shared. If you’re into e-commerce, there are many insights for you in the whole story.


ROUNDING UP THE STACK

GOOGLE: With all of the publisher drama in Australia, many U.S. publishers are starting to wonder what it might look like in the United States. This Digiday piece breaks it all down.

TIKTOK: The platform launched a new account, called TikTok For Business, with short and sweet videos to help you improve your ad performance.

FACEBOOK: Germany will be getting Facebook News in May, according to a new announcement (it’s in German, so… If you click through, don’t get too confused).

SEO: More data is coming out on the prevalence of featured snippets, and it looks like the SERPs are lower than they’ve been since 2015. Google still hasn’t clarified exactly why.

TIKTOK: In a new test, TikTok is trying out a ‘topics’ section in the discovery tab.


BRAIN TEASER

What is as big as an elephant, but weighs nothing at all?

You can find the solution here.


POOLSIDE CHAT

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

Anything to get out of a ticket

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We’ve all been there.

You get a traffic ticket, and the cop tells you to go to court if you want to lower it or remove it from your record.

Most people do it. But, it’s usually an unwritten rule not to hop onto your call with the judge from… The operating room.

Not only did a man enter into his Zoom court case from the operating room, but he wasn’t the patient – it was the surgeon who was contesting the ticket.

Of course, the judge had some serious concerns about a surgeon talking about traffic tickets while operating on a patient, and he rescheduled the call.

This is pretty much the only acceptable reaction to a story like this.

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Stacked Marketer was built to filter through the daily noise that exists in the marketing world. It’s a digital marketer’s 7-minute daily read, jam-packed with the latest news, trends, tech and actionable advice.

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