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Introduction
This week in the Entrepreneurs Newsletter
This week you'll find articles that help you make the push for more Holiday sales. In addition to ways to get to evaluate where things are trending with your target audience and competitors.
I'm also starting to share articles that help entrepreneurs and agencies start working on strategies heading into the New Year.
I am also taking a moment to wish everyone a Happy Thanksgiving! Thank you for subscribing and your interest in the articles being curated. I hope that you find them useful. If there are things you'd like to see more of or less of. Please don't hesitate to let me know. Your feedback matters.
As always... Operate with strategy and purpose to get the results that you need for your business.
For those that like to skim for relevant articles of interest. Here is a list of what you can expect to see.
- Google rolls out product feed support to more video campaign types
- What's a Competitive Analysis & How Do You Conduct One?
- 9 Essential eCommerce Site Optimizations to Boost Holiday Sales
- How to Post to Instagram From Your Computer [12 Easy Steps]
- The Top Content Marketing Influencers to Watch in 2022
- Scarcity Principle: How to Create Demand Using Content Marketing
- Why email marketing provides valuable first-party data
- What To Do When Google Is Ranking The Wrong Page For Your Keywords
If you have questions or struggles that you'd like to see covered. Simply reply to the email and submit. I'll do my best to address them.
Advertising Tips
Google rolls out product feed support to more video campaign types
The update, which rolls out over the coming weeks, enables brands to show browsable product images below their video ads for campaigns that have “Product and brand consideration” or “Brand awareness and reach” set as the goal.
Why I care: This update is can be a huge win for product-based businesses with a strong selection of products looking to build up awareness. The ability to link to product fees from the Google Merchant Center will add to brands' ability to showcase their offerings.
Advertisers must include at least 4 products with a 1:1 creation image for each product. The brands with great product photography are bound to stand out and garner clicks.
Brand Building Strategies
What's a Competitive Analysis & How Do You Conduct One?
Take a look at this detailed marketer's competitor mapping guide on how to analyze and discover your competitors' strengths and weaknesses.
If the last "analysis" you ran was a quick perusal of a competitor's website and social media presence, you're likely missing out on important intelligence that could help your brand grow.
Why I care: Competitive analysis is an essential part of brand building. As a business, you can't just look internally for what's working. You have to keep track of what your competitors are doing so that you can market your differences. Where you may have an edge. It matters to your target audience.
I'm sharing this article because it provides insights in the why and how you should be going about performing competitive analysis for your business and or your clients.
Helpful Tips
9 Essential Ecommerce Site Optimizations to Boost Holiday Sales
Check out these proven tips for driving higher average order value and conversions to sales on your eCommerce site this holiday season.
Why I care: Whether you're an entrepreneur looking for ways to make maximize the holiday season or an agency trying to show your value. Here are 9 essential eCommerce tips that you can implement for the online store to boost sales.
How to Post to Instagram From Your Computer [12 Easy Steps]
Learn how you can post images and videos to your Instagram account from your desktop computer whether you use Safari or Chrome.
Why I care: As much as Instagram is an on-the-go mobile app. Keeping your account up-to-date and managing your content isn't always as easy through mobile. I'm sharing this article as a helpful tip for how to access Instagram through your desktop/laptop browser.
The Top Content Marketing Influencers to Watch in 2022
Being a content marketing influencer is no joke. In a world where the amount of stuff online continues to grow exponentially each day, developing content and a marketing strategy that makes your stuff stand out is something to be proud of.
Why I care: I'm sharing this article because it provides a list of content marketing influencers worth following and learning from to step up your strategy.
It can also serve as a way of building up your authority and following by interacting with the people posting on this list. It's not always about winning favor with the influencer as much as it is about getting noticed by their followers. Borrowing their audience to gain exposure and credibility.
Marketing Strategies
Scarcity Principle: How to Create Demand Using Content Marketing
Knowing how to create demand for your products and services is often the difference between reaching your sales goals and a missed opportunity. One of the ways brands can reliably generate demand is through scarcity marketing tactics, which tap into people’s motivation to avoid the loss or obtain something exclusive.
Why I care: The fear of missing out phenomenon is real. It is a strategy that has proven results and more than likely some of your competitors are either using it or thinking through the strategy.
Scarcity is a way of creating urgency. Removing the notion of "I can come back and get that later". Planting the seed in the consumer's mind that if they don't give it more serious consideration. They may miss out on the opportunity and regret it.
I caution that this tactic is also used frequently enough and badly that consumers are aware of the tactic. That said it still provides enough of a pause and second thought to be effective when paired with a solid product or service offering. So use it wisely and use it well.
Why email marketing provides valuable first-party data
Marketers relying on third-party cookies will have a difficult time adjusting to this new era of privacy. And the longer it takes brands to move to a first-party strategy, the more control Google and others will have over their data.
Fortunately, many marketers have a replacement in mind — a campaign medium that can help collect actionable first-party data: Email.
Why I care: Email marketing is still one of the most successful forms of marketing. It allows for personalization and information gathering. 51% of consumers prefer to be contacted through email where they can control the intake.
With a successful email marketing campaign strategy. You can build up your first-party data segments and provide better marketing to your audience. The results are happier, loyal customers who appreciate their messaging being personalized and catering to their specific needs.
Search Engine Optimization/SEO
What To Do When Google Is Ranking The Wrong Page For Your Keywords
You’ve taken all the steps you believe are necessary to rank a page for a particular keyword – and then another page on your site shows up for that keyword.
This is a frustrating yet common problem. When the “wrong” page is showing up, Google isn’t recognizing your intended page as the best destination for traffic, for some reason.
Why I care: Ranking for the right keywords on the wrong page is a momentum killer. You've put in the work to drive people to a page that starts or continues the customer journey. Driving people to the wrong page can drastically change the results of the click.
I'm sharing this article because it helps content marketers address the issue and ensure you're sending visitors to the pages that put your best foot forward.
Consultation
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