More Growth, Less Spend
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Maximizing Growth in 2022
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We're full swing into 2022. And I'd love to know, what's your biggest marketing goal for the year? For many that I've spoken to, it's growth at higher ROI.
Figuring out how to maximize it, but also offset the hold that FB & Google have on budgets. Below I've listed some ideas to go beyond traditional paid methods.
Before we jump in, you're invited to join me and two amazing marketers on Tuesday at 12pm EST to talk about what it takes to create amazing content in 2022. It'll be my first Instagram Live But you can catch the recording if you follow me there.
OK, so you're looking to improve your return on digital marketing spend this year?
Here are 3 tools and channels you should check out.
1. Groupshop (Online Community/Influencers): This new tool is exciting because it harnesses the marketing channel with the most growth potential in 2022 - online community. You can use it to easily scale up a personalized content strategy and turn every customer into an influencer for your brand. They automatically share their shopping with their networks to turn one purchase into many. Plus all the activity becomes available to you as 1st party data, rather than being owned by a 3rd party tech company.
2. Swapstack (Newsletter Ads): Influencer marketing has expanded beyond social media. Newsletter advertising became a huge trend in 2021 as platforms like Substack increased the number of creators launching their own. Twitter, LinkedIn, Facebook and Google all launched their own newsletter features as part of their platforms, too, which says a lot about their belief in the future of the channel. This is a great way to reach a targeted audience at a manageable rate, and it's easier to track ROI than with a podcast.
3. Unbounce (Conversion Rate Optimization): One of the biggest issues I see when auditing digital ad accounts is the post-click experience. Too often there's a disjointed experience between the ad and the website. That creates low conversion rates, which absolutely destroy ROI. Luckily these days you don't need to be a developer or CRO expert to make gains in this area. Low- and no-code tools, like Unbounce, empower you to create really cool landing pages with minimal lift. (I also really recommend checking out marketing expert Nik Sharma's Landing Page Guide. It's specific to DTC, but I've found some of his tips worked well in B2B for me in the past, too.)
To wrap up, here's a list of 7 creative marketing ideas I've watched brands execute successfully over the past few years. You should see if any of them might complement your strategy and goals this year.
Some Of My Favorite Articles, Threads & More This Week
Nir Eyal, best-selling author of the book Hooked: How to Build Habit-Forming Products, shared a list of some of his favorite product psychology articles and resources.
Ryan Kaji is 10 years old. And he's the highest earning YouTube creator (also now a Nickelodeon star). If your toddler doesn't love him, they probably haven't seen him yet. Here's a short piece on his career that also points out some interesting things about algorithms, audiences, and content creation.
You absolutely need to be running experiments for your business. Especially when it comes to marketing. Here’s an in-depth article from the Airbnb team about how they’ve operationalized experiments that you can use to help you get more organized with your own approach.
Never done an annual review before? It’s a great way to assess your personal and professional progress, as well as start thinking about your plans for the year ahead. I came across two templates you can use. Here's one from Kevin Lee on Notion and another from Fadeke Adegbuyi on the Doist blog. Both great options to get you started!
I hate when I publish something that I worked so hard on, only to have the content fall flat. How can you salvage it? These 5 tips can help you revive "failed" content.
I collected predictions on this year's hottest marketing trends from 12 of my favorite leaders. If you want the Twitter version, here it is. But I also recommend you check out the full article.
And in memory of legendary actor and civil rights activist Sidney Poitier, here's the moment when he became the first Black person to win the Academy Award for Best Actor.
And Lastly, Check Out These Job Opportunities:
Lifecycle Marketing Manager (Pexels, a Canva company)
VP of Paid Media & Innovation (Common Thread Co.)
Field Marketing Coordinator; Marketing Analyst/Manager; Marketing Ops & Customer Experience Manager (The Urgent Company)
Senior Marketing Manager (The Sims, Electronic Arts)
Director, Social Media Marketing & Strategy (360i agency - will work on Sour Patch Kids & Trident Gum accounts)
Senior Social Strategist (360i agency - will work on Burger King account)
Associate Manager, Global Social Media (NARS Cosmetics) Associate Marketing Manager, Retention (American Giant - San Francisco Bay applicants only)
VP, Product; Product Designers; UX Designers (Postal, Inc)
Director of Community Content (Coursera)
(Don't forget to mention that you saw the opportunity in this newsletter!)
Thanks again for joining me here!
And hope to see you all Tuesday for the Instagram Live master class!
Chantelle
I can't believe I'm saying this, but I'm nearing 2,000 subscribers. I'd really appreciate your help in getting there. Would you forward this email to a colleague you think might appreciate it?