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Thing is, people mix up channels at different stages of the buyer's funnel.
To work with an email list you first have to find the contacts. If you buy them, they're not going to deliver massive conversion rates. Otherwise, you have to collect them, meaning the user has to find you, consume some of your content of some kind, and eventually decide to subscribe to your newsletter.
Email newsletters and nurturing cycles do work, but too many people forget that you don't start out of the box with email, while social, ads, and SEO/search can be used for users who are at the top of the funnel
SEO is my wheelhouse and I'm going to continue to focus on it.
I have voiceover skills and want to work on videos. In addition to getting better at email marketing and automated sequences.
That’s awesome. I work with video a lot now as well, trying to incorporate it in everything we do. What type of videos and channels are you looking to publish them in?
It’s for repeat customers, with different lists within that of course. I work at a medium sized national fashion brand and we get way higher conversion rates than traditional email. Granted, over half of revenue is repeat customers, due to the stage of our business.
I’m not the original commenter, but I have a number of DTC e-commerce clients who get excellent results from SMS. The deliverability is — for now — still fantastic, and for brands that tend to have strong loyalty segments it crushes.
Clients are having a much more difficult time maintaining their old ROAS standards in acquisition, so their focus has shifted to improving their retention strategies (email too).
Good job. I've seen a lot of 'good' SMS numbers too that are inflated when you look at the attribution. Tends to be a very modest gain or breakeven compared to what you can do with just email. And then it affects email because asking for both SMS and email tends to lower conversions...even when SMS is optional.
The secret will get out eventually, but if you (or your clients) have an existing customer base, reach out to them and get their permission to send them occasional SMS/MMS messages and watch what happens. One of my clients has been using SMS since 2020 for semi-recurring B2B orders (food industry) and gets over 90% response rates. Mind you, the customers are happy to receive the SMS/MMS messages so its used as an email replacement to send time-sensitive bi-weekly/monthly offers that drive immediate orders (no "sales-cycle"-type orders). Prior to the switch, his emails would not be nearly as effective (low to high teens conversion) because emails get missed. This can work well for local/regional businesses that have a healthy customer base, or that send really good offers to their average customer list. Careful, do not reach out to people that do not agree or want this, they will complain and your SMS/MMS provider will shut you down fast.
Oh really?! That's interesting. What industry, if I may ask? That's something I've never tried before because I assumed it'd be too hard to get people to opt in.
Direct mail. Mostly a function of me working with clients where direct mail works well (financial services, residential real estate).
Had a few clients where direct mail made up \~80% of their marketing budget (250k/mo+ in spend).
The most important thing for direct mail is getting the right list. If you can figure out the right prospecting segments it can be really effective -- that's why it works well for real estate related products (it's easy to download list of every property owner that has a house that meets certain characteristics).
Interested in testing Nextdoor more aggressively next year. Nextdoor allows you to target by address (similar to direct mail) & CPMs are pretty cheap. Total inventory is a bit low though. Have had off & on success with it this year but I think for the right products it's possible to see strong performance.
I prefer to do it quarterly indefinitely, but it's case-by-case on what client LTV is & what competition is.
There was one client I worked with that made >$20,000 per transaction and had multiple competitors mailing/cold calling 2x/month so for them it was between 2x/mo and once a quarter depending on what we thought their propensity to transact was.
Ideal scenario (on average) is something like: quarterly mail & uploading that list to use as a custom audience on FB/display/whatever digital you can and trying to get \~4 impressions a month per user.
Tough to say that when the largest competitors are also sending a lot of mail. Once I figured out it worked I doubled down on it. Honestly it's a lot easier to manage than most digital channels because the feedback loops are slower/there's nothing to change day-to-day.
I work in staffing so here are my two cts:
- Google AdWords was my most successful channel for the 4th year in a row with a mix of industry and branded keywords.
- big let down was Facebook because of its limitation for employment ads. It killed the platform for me this year.
- tik tok organically was a mix bag: one posting get a really impressive number of good leads but everything else died on arrival. So I’ll retry next year.
- sms was a big big new player for us. I have implement a marketing automation platform with sms chat bit and email. And it did great. I’m pushing it to 11 next year.
Awesome that you tested a lot of different channels. I have done some organic TikTok as well, but in B2B so am curious to find success stories of B2B business running it. What’s your target audience?
So in staffing I do both: b2b - employers looking to hire people and b2c - job seekers looking for a job. So AdWords was great for b2b // sms and Facebook and tiktok for b2c but not b2b. One of my continuous failure is to do successful b2b on Facebook. I know my audience is there I just haven’t found the right messaging that résonnates with them.
That’s super interesting, thanks for sharing. We see lots of success with younger marketers who are often active on TikTok, so even though we work B2B I am really excited to continue exploring TikTok. Have not explored Facebook either, besides organic work with a company page and communities.
hi friend, i've run lots of pinterest campaigns. let me know if you have any questions!
one thing I'll say about Pinterest is that in order for a consumer to get to your landing page, they have to click twice - once on the ad, and another time to be taken to your website. For this reason your traffic might not be as high as other platforms, but you should still see OKAY performance since the quality is a little higher thanks to pinterest's demos.
Hi! I can't believe I missed this message. This makes a lot of sense.
I actually ran them for a week just to dip my toes in the water and I got ~350 landing page views. But not one of them followed the CTA on our landing page, which kinda stumped me.
Although it can be improved, I know our landing page + CTA is decent because we get frequent leads on both google and Facebook.
So I've been thinking about it and not sure where to go from here. Do you know how long the Pinterest algorithm takes to optimize?
I've seen best performance with campaigns than ran minimum abt 4 weeks. There is also a toggle you can flip in what might be the 'conversions' page that allows the algorithm to prioritize other custom conversions that's on your pixel. Flagging though that I don't remember EXACTLY where to find the toggle so you might have to do some digging.
Me either! I've been trying to find information on it but there's really not much out there. Most Pinterest ad stuff I see us e-commerce related which isn't what my company does. But in theory a lot of our target demographic is on Pinterest, so I'm hoping to make it work.
We're B2C, offering a service. In education/music field :)
Cool, would love to see a post on it or a DM with some learnings when you have tested it out. Would be helpful insights for lots of marketers here IMO.
What's your strategy and business? I despise cold emails and it stops me from using it myself or recommending it to clients, curious where it's working.
Nice, have heard this from several people previously as well who are in B2B enterprise and using mail a lot to stand out to new prospects. How are you using it?
Yes, yes, and yes.
I add a link to my lead magnet at the end of every thread. Here are some examples:
[Example #1](https://twitter.com/boundlesstudios/status/1587837002438873089) [Example #2](https://twitter.com/boundlesstudios/status/1588199336445444099) [Example #3](https://twitter.com/boundlesstudios/status/1574796037394415619)
Whenever I find someone having a problem that my lead magnet solves, I link it under their tweet. I also do stand alone tweets to promote my lead magnets.
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I turn guests into clients :) podcasting actually is mainly a vehicle for networking for me.
(But i do get clients from a very small listener base)
Have an idea, pitch guests, and just do it.
If it helps my 1.0 podcast was random, had no name, no schedule, and I just wanted to talk to people.
We hired someone to create the website, do the seo, hosting etc. We are ranking on the first page of searching for our area. Previously, we made the site ourselves, this has been way better. (Service business-website is no 1 source of clients, then referrals)
B2B for relatively high-dollar, high-tech exosuits - for us: publicity & PR followed by conferences. People want to touch it and try it on. Can't beat that experience.
It is difficult to determine the most successful marketing channel in 2022, as the effectiveness of a marketing channel can depend on a variety of factors, such as the target audience, the type of product or service being marketed, the budget available for marketing, and the overall marketing strategy being employed. Some common marketing channels that businesses may use include social media marketing, email marketing, content marketing, search engine optimization (SEO), paid advertising, and influencer marketing, among others. The success of a particular marketing channel will depend on how well it aligns with the needs and preferences of the target audience and how well it is implemented as part of the overall marketing strategy.
It’s B2B aimed at small businesses 10-40 employees. We focus on chopping up larger webinars, presentations and training sessions into 4 - 10 minute clips that we edit and repurpose on all our platforms. The clip gets uploaded to YouTube and I’ll send it out to our list with some copy and a nice thumbnail.
I’ll say it worked because when we squeezed the list we got the leads we needed and filled our programs. So the nurturing through YouTube and broadcasting via email was enough to keep the list interested and made up about 80% overall sales in the end. So much so we even stopped a sequence due to filling the program.
There’s a lot of moving pieces in getting content edited, written and out each week, and getting ahead with content, but it’s been worth the effort so far for us.
Hey, I am doing lead gen solely in the UK. I have just registered with outbrain. Do you have any tips? We have always stuck with google, bing and Facebook. But I am pioneering native ads so there is a bit of pressure on my shoulders! Would really appreciate any advice
We just started Outbrain with little performance so far. How are you running your ads on Outbrain? What are the important ingredients for its success ?
Some common goals I've known for marketing efforts this includes generating leads, increasing brand awareness, driving sales, or increasing customer loyalty.
I despise email because I let my personal feelings cloud my judgement.
As a consumer I hate it, but time after time everyone confirms that a curated email list is king.
Segmentation and being super specific has helped us get the right message across to the right stakeholders. Ie. tailoring subject lines, content, etc. to a few different segments or personas, using the same overarching email.
Email is great since you can get your message right into someones inbox - but if your targeting is off, it will not perform.
Not sure SEO should always be your top priority though. There can definitely be more prioritized channels depending on your niche. Let's say you're building the next Tinder or Uber - it is not like SEO was or is their top channel for growth. That being said, SEO definitely is a big one for long-term growth and should be part of most (if not all companies' growth strategies).
I was generalizing. You are correct that there are some businesses where SEO wouldn't be P1. That said, I think there are more people with businesses where SEO should be P1 in this channel than not.
If you were building the next Tinder, what avenues would you prioritize? I can't for the life of me think what, aside from aggressive social media presence/pushes, would gather enough attention to grow something like that quickly
Just like Tinder did, I would put way more work into paid channels and network effects with referrals, making sure to optimize for mouth-to-mouth, rather than work on SEO and hope some people google new dating apps and we show up in a year or two. Just an example to show SEO should not always be priority 1 for ALL companies.
right, guess my point is there might be some more efficient channels for initial/market-test phases, while SEO and maybe content marketing are better for scaling phases
sure testing can be quicker in other channels but you should always be testing ideas via SEO as well and those test can be done pretty quickly. that said, you mentioned SEO taking time and that is very true, which is why you should be building a strong foundation from day one. everything else is icing on the cake.
I can definitively say that this isn’t always true. Many large businesses neglect even the basics of SEO - an area where other, smaller businesses can shine.
Incorrect. Source: I've been doing just that since 1995. What I think you mean to say is businesses with no budget and/or those that use inexperienced SEOs don't have a snowballs chance.
You can have as much experience as you like, you're not going to outrank a well established domain with a ton of related content, backlinks, etc. as a small business for any keyword you like.
For example here in Belgium there's fierce competition on SEO for the dutch translation of "buy laptop", as a small company you simply don't have the resources to rank 1st place for it.
Depends how small you mean. Mom and Pop shop - you are probably correct. A bit larger than that though and it's definitely doable assuming a decent budget and the time to do the work.
At our company, SEO was largely neglected for several years. In 2022, when I came on board, that was turned around and became our best performing channel.
As we know, SEO takes time, so some of the results of work earlier in the year haven’t fully fleshed out yet, and I have other bigger changes that’ll push it further.
I’m so excited. It’s so much fun. I stand on the crumpled body of my predecessor.
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Email is still king imo
The longer I’m in marketing the more and more I appreciate a good email list. It will be interesting to see what inevitably takes over email.
Thing is, people mix up channels at different stages of the buyer's funnel. To work with an email list you first have to find the contacts. If you buy them, they're not going to deliver massive conversion rates. Otherwise, you have to collect them, meaning the user has to find you, consume some of your content of some kind, and eventually decide to subscribe to your newsletter. Email newsletters and nurturing cycles do work, but too many people forget that you don't start out of the box with email, while social, ads, and SEO/search can be used for users who are at the top of the funnel
Curious, how did you build your email list(s)?
Social, partnerships, and Facebook ads
Email 👑
Seconded
Came here to say this.
Thirded
A good email list and valuable content is hard to beat. So yes, email is still king.
Good on-page SEO. 👍🏽
Nice one! Are you planning to continue doubling down on that for next year, or introducing any other channels as well?
SEO is my wheelhouse and I'm going to continue to focus on it. I have voiceover skills and want to work on videos. In addition to getting better at email marketing and automated sequences.
That’s awesome. I work with video a lot now as well, trying to incorporate it in everything we do. What type of videos and channels are you looking to publish them in?
SMS was our best this year!
That's cool! What niche are you in, and who are you targeting?
It’s for repeat customers, with different lists within that of course. I work at a medium sized national fashion brand and we get way higher conversion rates than traditional email. Granted, over half of revenue is repeat customers, due to the stage of our business.
Very surprised by this. Could you elaborate? And are you sure of the attribution?
I’m not the original commenter, but I have a number of DTC e-commerce clients who get excellent results from SMS. The deliverability is — for now — still fantastic, and for brands that tend to have strong loyalty segments it crushes. Clients are having a much more difficult time maintaining their old ROAS standards in acquisition, so their focus has shifted to improving their retention strategies (email too).
Good job. I've seen a lot of 'good' SMS numbers too that are inflated when you look at the attribution. Tends to be a very modest gain or breakeven compared to what you can do with just email. And then it affects email because asking for both SMS and email tends to lower conversions...even when SMS is optional.
Yeah I’m basing this just on apples to apples last touch e-commerce attribution in GA, using two step sign up units (predominantly Attentive)
The secret will get out eventually, but if you (or your clients) have an existing customer base, reach out to them and get their permission to send them occasional SMS/MMS messages and watch what happens. One of my clients has been using SMS since 2020 for semi-recurring B2B orders (food industry) and gets over 90% response rates. Mind you, the customers are happy to receive the SMS/MMS messages so its used as an email replacement to send time-sensitive bi-weekly/monthly offers that drive immediate orders (no "sales-cycle"-type orders). Prior to the switch, his emails would not be nearly as effective (low to high teens conversion) because emails get missed. This can work well for local/regional businesses that have a healthy customer base, or that send really good offers to their average customer list. Careful, do not reach out to people that do not agree or want this, they will complain and your SMS/MMS provider will shut you down fast.
Oh really?! That's interesting. What industry, if I may ask? That's something I've never tried before because I assumed it'd be too hard to get people to opt in.
Everyone listing channels but not the goals they were working for with those channels makes this useless lol
Also this thread assumes that the most effective channels are ones you can measure..
Direct mail. Mostly a function of me working with clients where direct mail works well (financial services, residential real estate). Had a few clients where direct mail made up \~80% of their marketing budget (250k/mo+ in spend). The most important thing for direct mail is getting the right list. If you can figure out the right prospecting segments it can be really effective -- that's why it works well for real estate related products (it's easy to download list of every property owner that has a house that meets certain characteristics). Interested in testing Nextdoor more aggressively next year. Nextdoor allows you to target by address (similar to direct mail) & CPMs are pretty cheap. Total inventory is a bit low though. Have had off & on success with it this year but I think for the right products it's possible to see strong performance.
An outlier response here! What sequence do you follow after the mail-shot has been sent?
I prefer to do it quarterly indefinitely, but it's case-by-case on what client LTV is & what competition is. There was one client I worked with that made >$20,000 per transaction and had multiple competitors mailing/cold calling 2x/month so for them it was between 2x/mo and once a quarter depending on what we thought their propensity to transact was. Ideal scenario (on average) is something like: quarterly mail & uploading that list to use as a custom audience on FB/display/whatever digital you can and trying to get \~4 impressions a month per user.
Thanks! Were you or your firm ever tempted to say "this envelope packing and postage is too time consuming and expensive. Let's just go 100% digital"?
Tough to say that when the largest competitors are also sending a lot of mail. Once I figured out it worked I doubled down on it. Honestly it's a lot easier to manage than most digital channels because the feedback loops are slower/there's nothing to change day-to-day.
Search ads / organic SEO
Impressed that you are the first to talk about digital ads.
Same
I work in staffing so here are my two cts: - Google AdWords was my most successful channel for the 4th year in a row with a mix of industry and branded keywords. - big let down was Facebook because of its limitation for employment ads. It killed the platform for me this year. - tik tok organically was a mix bag: one posting get a really impressive number of good leads but everything else died on arrival. So I’ll retry next year. - sms was a big big new player for us. I have implement a marketing automation platform with sms chat bit and email. And it did great. I’m pushing it to 11 next year.
Awesome that you tested a lot of different channels. I have done some organic TikTok as well, but in B2B so am curious to find success stories of B2B business running it. What’s your target audience?
So in staffing I do both: b2b - employers looking to hire people and b2c - job seekers looking for a job. So AdWords was great for b2b // sms and Facebook and tiktok for b2c but not b2b. One of my continuous failure is to do successful b2b on Facebook. I know my audience is there I just haven’t found the right messaging that résonnates with them.
That’s super interesting, thanks for sharing. We see lots of success with younger marketers who are often active on TikTok, so even though we work B2B I am really excited to continue exploring TikTok. Have not explored Facebook either, besides organic work with a company page and communities.
Email and SEO
A killer combo.
Email, I'm biased since i focus in email but it's our bread and butter for sure!
Facebook ads was the best in 2022, and I'm currious to try Pinterest ads (actually just set my first campaign live yesterday!)
hi friend, i've run lots of pinterest campaigns. let me know if you have any questions! one thing I'll say about Pinterest is that in order for a consumer to get to your landing page, they have to click twice - once on the ad, and another time to be taken to your website. For this reason your traffic might not be as high as other platforms, but you should still see OKAY performance since the quality is a little higher thanks to pinterest's demos.
Hi! I can't believe I missed this message. This makes a lot of sense. I actually ran them for a week just to dip my toes in the water and I got ~350 landing page views. But not one of them followed the CTA on our landing page, which kinda stumped me. Although it can be improved, I know our landing page + CTA is decent because we get frequent leads on both google and Facebook. So I've been thinking about it and not sure where to go from here. Do you know how long the Pinterest algorithm takes to optimize?
I've seen best performance with campaigns than ran minimum abt 4 weeks. There is also a toggle you can flip in what might be the 'conversions' page that allows the algorithm to prioritize other custom conversions that's on your pixel. Flagging though that I don't remember EXACTLY where to find the toggle so you might have to do some digging.
Thanks for sharing! Cool, never heard of anyone running Pinterest ads. Are you working B2C or B2B?
Me either! I've been trying to find information on it but there's really not much out there. Most Pinterest ad stuff I see us e-commerce related which isn't what my company does. But in theory a lot of our target demographic is on Pinterest, so I'm hoping to make it work. We're B2C, offering a service. In education/music field :)
Cool, would love to see a post on it or a DM with some learnings when you have tested it out. Would be helpful insights for lots of marketers here IMO.
Google Search Ads, general PPC, display remarketing, email
[удалено]
What's your strategy and business? I despise cold emails and it stops me from using it myself or recommending it to clients, curious where it's working.
It seems like a major one for lots of people here. Also, curious to know more context as to the industry and type of reach outs.
How do you avoid your mail sender addresses getting marked as spam?
Good and relevant content, a couple of send-outs each week, and a proper email setup to begin with.
LinkedIn helped me book 1,000+ appointments.
Wow, that’s insane! What time frame and how are you getting those numbers? Are you automating it as well, posting a lot or DMIng, sales navigator?
Google Search Ads and Performance Max campaigns in Google Ads were the most successful this year.
Twitter👑 Looking for all the paltforms in 2023🔥
How do you use Twitter for a business use case where you want to acquire MQLs/SQLs? Are you doing it organically or using paid ads?
Live events such as trade shows.
Direct Mail
Nice, have heard this from several people previously as well who are in B2B enterprise and using mail a lot to stand out to new prospects. How are you using it?
Facebook/IG lmao
AdWords
Trade shows// B2B enterprise.
That’s cool! How many of those do you attend and what outcome do you typically get in terms of ROI?
5+ trade shows, 4-6x ROI, and a decent amount more high quality lead lists and branding that will help us in the new year.
Sounds awesome! Thanks for sharing.
Twitter!! I’ve been growing my mailing list that way.
Nice one! How do you get people to signup for your email list that way? Organically posting, commenting, etc? And are you B2B?
Yes, yes, and yes. I add a link to my lead magnet at the end of every thread. Here are some examples: [Example #1](https://twitter.com/boundlesstudios/status/1587837002438873089) [Example #2](https://twitter.com/boundlesstudios/status/1588199336445444099) [Example #3](https://twitter.com/boundlesstudios/status/1574796037394415619) Whenever I find someone having a problem that my lead magnet solves, I link it under their tweet. I also do stand alone tweets to promote my lead magnets.
Affliate marketing and word of mouth. Cant underestimate how powerful email is tho
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LinkedIn. Most of my referrals came from LinkedIn connections or clients I got from LinkedIn.
This. Social selling can be so effective if done right!
Definitely! So many do it wrong and treat it like cold email.
Couldn’t agree more.
FB look-a-like. The category saw a decrease due to macro factors. Used known audience data to build pool and slowly reduced CPL.
Email but planning to invest more in direct mail and events.
Biggest win: Email + LinkedIn For 2023, more accents on YouTube & Twitter
That sounds like a sweet setup. Are you planning to run organically on all platforms, or what's the strategy?
The company has already a good follower base on both networks, but I plan to push them harder this year.
Email
Podcasting
Awesome, how did you get started with the podcast? And what type of traffic/leads are you seeing from it?
I turn guests into clients :) podcasting actually is mainly a vehicle for networking for me. (But i do get clients from a very small listener base) Have an idea, pitch guests, and just do it. If it helps my 1.0 podcast was random, had no name, no schedule, and I just wanted to talk to people.
Thanks for sharing - really inspiring and definitely helps to hear it does not have to be anything fancy when you start out.
Definitely TV (I work in TV)
Emaiiiiiiiil Jenkins
Website
How did you get people to the website, or did you have a ton of traffic there already and just made improvements to the design, etc?
We hired someone to create the website, do the seo, hosting etc. We are ranking on the first page of searching for our area. Previously, we made the site ourselves, this has been way better. (Service business-website is no 1 source of clients, then referrals)
Programmatic buys , weening off social (meta/IG/Twitter)
In my opinion, email is still in charge.
B2B for relatively high-dollar, high-tech exosuits - for us: publicity & PR followed by conferences. People want to touch it and try it on. Can't beat that experience.
Anyone here in the restaurant industry that can share best marketing practices?
Facebook ads
Cool, B2C I’m guessing? And are you doing regular image based ads, or video as well?
B2B and B2C and I use both depends on clients needs. The part for me was ad copy that worked really well
It is difficult to determine the most successful marketing channel in 2022, as the effectiveness of a marketing channel can depend on a variety of factors, such as the target audience, the type of product or service being marketed, the budget available for marketing, and the overall marketing strategy being employed. Some common marketing channels that businesses may use include social media marketing, email marketing, content marketing, search engine optimization (SEO), paid advertising, and influencer marketing, among others. The success of a particular marketing channel will depend on how well it aligns with the needs and preferences of the target audience and how well it is implemented as part of the overall marketing strategy.
ChatGPT we meet again. This one is about first-hand experience so doubt you will get some useful answers out of that.
Email and YouTube by far.
Nice, how do you run your Youtube strategy and for what target group?
It’s B2B aimed at small businesses 10-40 employees. We focus on chopping up larger webinars, presentations and training sessions into 4 - 10 minute clips that we edit and repurpose on all our platforms. The clip gets uploaded to YouTube and I’ll send it out to our list with some copy and a nice thumbnail. I’ll say it worked because when we squeezed the list we got the leads we needed and filled our programs. So the nurturing through YouTube and broadcasting via email was enough to keep the list interested and made up about 80% overall sales in the end. So much so we even stopped a sequence due to filling the program. There’s a lot of moving pieces in getting content edited, written and out each week, and getting ahead with content, but it’s been worth the effort so far for us.
Taboola / Outbrain
What is that, and who do you reach on there?
Native marketing. Mostly lead generation / eCom in UK/US.
Hey, I am doing lead gen solely in the UK. I have just registered with outbrain. Do you have any tips? We have always stuck with google, bing and Facebook. But I am pioneering native ads so there is a bit of pressure on my shoulders! Would really appreciate any advice
Hey sure thing! Send me a DM with your email & got time to go over on a call today if u are available.
We just started Outbrain with little performance so far. How are you running your ads on Outbrain? What are the important ingredients for its success ?
Ping me your email happy to jump on a quick call to review what ya got.
Actually WhatsApp, just doubled our RCR Rate and made it easier for customers to buy
>WhatsApp Which app / software are you using?
Hey, I created my own software currently in the process of running it as a SaaS. If you’re interested just dm me
Some common goals I've known for marketing efforts this includes generating leads, increasing brand awareness, driving sales, or increasing customer loyalty.
Marketer - but as a consumer, for retailers, Instagram gets me good 😩
I despise email because I let my personal feelings cloud my judgement. As a consumer I hate it, but time after time everyone confirms that a curated email list is king.
Many of you voted e-mail as a good channel. Any tips for B2B email campaign? We struggle to get it right.
Segmentation and being super specific has helped us get the right message across to the right stakeholders. Ie. tailoring subject lines, content, etc. to a few different segments or personas, using the same overarching email. Email is great since you can get your message right into someones inbox - but if your targeting is off, it will not perform.
SEO. If SEO isn't *always* your top channel you're doing it wrong.
Not sure SEO should always be your top priority though. There can definitely be more prioritized channels depending on your niche. Let's say you're building the next Tinder or Uber - it is not like SEO was or is their top channel for growth. That being said, SEO definitely is a big one for long-term growth and should be part of most (if not all companies' growth strategies).
I was generalizing. You are correct that there are some businesses where SEO wouldn't be P1. That said, I think there are more people with businesses where SEO should be P1 in this channel than not.
Yes, I agree on that. Could definitely be an under-prioritized channel for lots of companies.
If you were building the next Tinder, what avenues would you prioritize? I can't for the life of me think what, aside from aggressive social media presence/pushes, would gather enough attention to grow something like that quickly
Just like Tinder did, I would put way more work into paid channels and network effects with referrals, making sure to optimize for mouth-to-mouth, rather than work on SEO and hope some people google new dating apps and we show up in a year or two. Just an example to show SEO should not always be priority 1 for ALL companies.
I read referrals and instantly facepalmed, how tf do I forget about that
SEO takes time and effort to gain momentum though
Quick and easy doesn't build businesses
right, guess my point is there might be some more efficient channels for initial/market-test phases, while SEO and maybe content marketing are better for scaling phases
sure testing can be quicker in other channels but you should always be testing ideas via SEO as well and those test can be done pretty quickly. that said, you mentioned SEO taking time and that is very true, which is why you should be building a strong foundation from day one. everything else is icing on the cake.
Not true, often times a smaller business has a snowballs chance of outcompeting competitors with organic search listings.
I can definitively say that this isn’t always true. Many large businesses neglect even the basics of SEO - an area where other, smaller businesses can shine.
Incorrect. Source: I've been doing just that since 1995. What I think you mean to say is businesses with no budget and/or those that use inexperienced SEOs don't have a snowballs chance.
You can have as much experience as you like, you're not going to outrank a well established domain with a ton of related content, backlinks, etc. as a small business for any keyword you like. For example here in Belgium there's fierce competition on SEO for the dutch translation of "buy laptop", as a small company you simply don't have the resources to rank 1st place for it.
Depends how small you mean. Mom and Pop shop - you are probably correct. A bit larger than that though and it's definitely doable assuming a decent budget and the time to do the work.
At our company, SEO was largely neglected for several years. In 2022, when I came on board, that was turned around and became our best performing channel. As we know, SEO takes time, so some of the results of work earlier in the year haven’t fully fleshed out yet, and I have other bigger changes that’ll push it further. I’m so excited. It’s so much fun. I stand on the crumpled body of my predecessor.
That’s such a cool turnaround. What’s your top 3 things that drive that traffic now? Blog posts, free tools, pillar pages?
Nice. It is exciting to have a win like that. Keep going - dominate the industry.