Today's Guide to the Marketing Jungle from Social Media Examiner... | Presented by |  |
It's World Origami Days, Alluser! So much paper, so many folds, such pretty figures…
In today's edition:
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LinkedIn benchmarks report
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Meta automatically adjusted ad accounts
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🗞️ Additional industry news from Sanpchat, YouTube, and more
Are you struggling to get Claude to accept your training data? The issue might be with your file size. Per Claude, there's a 100MB limit per file upload.
Optimize Training Files for Claude Projects
If your file is larger than 100MB, use these tips to minimize file size:
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Break large documents into smaller chunks
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Use text-based formats whenever possible (e.g., .txt, .md) instead of rich formats like .docx
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Remove unnecessary formatting. If you upload information from a website, strip out all the HTML, CSS, and metadata.
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Remove any unnecessary images from the file. If you must include images, compress them.
Today's tip was inspired by Kyle Balmer, a featured guest on the AI Explored podcast.
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The Authority Accelerator for High-Converting YouTube Content
Do you need a better YouTube strategy to create content that attracts your ideal customers and drives sales?
This iterative process of creating, analyzing, and refining is key to long-term success on YouTube.
4 Ways to Research Your Ideal Viewer and Their Pain Points
The foundation of a successful YouTube strategy lies in understanding who you're trying to reach and what specific problem they're trying to solve.
Use YouTube's search bar to type questions your ideal client might ask. The autocomplete suggestions that appear can provide valuable topic ideas.
You should also pay attention to the videos that appear in the results. High view counts on channels with low subscriber numbers can indicate strong demand for a particular topic.
Next, watch the top two videos for each search topic you're investigating. This analysis can help you identify gaps you can fill with your videos.
Finally, check the comment sections. The questions viewers ask, and the pain points they express point to topics not adequately addressed by existing content.
Plan Your Content Strategy
To learn what resonates with your audience, you have to publish. Start with eight test videos.
Two videos should be top-of-funnel or middle-of-funnel content with broad appeal. Six videos should be bottom-of-funnel content that addresses specific pain points of viewers who are close to making a purchasing decision.
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A top-of-funnel topic for a relationship coach might be "Healthy relationship habits in your marriage." This topic has broad appeal but doesn't indicate any immediate problems.
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A middle-of-funnel topic might be "How to argue in a healthy way in your marriage." This suggests some conflict but not a crisis.
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A bottom-of-funnel topic might be "How to save your marriage when your wife moves out." This topic addresses an urgent, specific problem that indicates a viewer might be ready to invest in professional help.
Although bottom-of-funnel content may get fewer views, it often leads to higher-quality leads and sales because it targets a very specific audience with a high intent of purchasing, which is more valuable than a high view count with a low intent of purchasing.
Optimize Your Video Packaging
Before you record, it's crucial to create compelling titles and thumbnails. These elements play a significant role in attracting clicks and views.
Keep your titles under 60 characters to prevent them from being cut off in search results. Use simple, direct language to clearly state who the video is for and what problem it solves.
Use large, readable text for thumbnails, but limit it to a maximum of four words.
Pro Tip: YouTube's thumbnail A/B testing feature allows you to upload three different thumbnails for each video and see which performs best.
Use The HOT Script Formula for Scripting Intros
When structuring video intros, use the HOT formula: Hook, Outcome, Testimonial.
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The Hook is where you tease the benefit of watching the video. This should grab the viewer's attention and make them want to keep watching.
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The outcome is where you assure viewers they'll get what they need from the video. This builds trust and sets expectations.
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The Testimonial establishes your credibility and answers, "Why should the viewer listen to you?"
Get to the point quickly–ideally in the first minute of the video, and avoid lengthy introductions. Focus on delivering value right from the start. For example:
"This is Josie and her dog Macy. Macy used to attack their kids, and now Macy is a great dog."
Incorporate Strategic Calls-to-Action (CTAs)
While an unconventional piece of advice, experiment with not one but three calls to action (CTAs) throughout your video.
The first CTA should come right after your HOT intro. This is where you briefly mention your product or service. For example, "If you have an aggressive dog at home, I'd love to be able to help you. There's a link below to book a call."
Weave the second CTA into the middle of your content, relevant to what you're currently discussing. For instance, "The next step is crucial… I will get into that in a second, but if you're really serious about getting help with this, I've created an entire ebook on this topic."
The final CTA comes at the end of your video and should be a strong pitch for your main offer, followed by an engagement CTA. For example, "If you're serious about saving your marriage, I've created an ebook for you that you can download below. And if you found this helpful, I've created another video on a similar topic [mention specific topic]."
Create and Publish Your Content
When you're ready, aim to record and publish one video a week or every two weeks, depending on what works best for your schedule and resources.
Don't get hung up on video length. Instead, focus on providing comprehensive, valuable information that thoroughly addresses your viewers' needs and questions.
And don't stress too much about production value, especially when you're just starting out. The quality of your information and how well you address your viewers' needs are far more critical than having a perfectly polished production.
Tips to Analyze and Iterate
Once you've published, it's crucial to analyze your videos' performance and use these insights to refine your strategy.
Focus primarily on Click-Through Rate (CTR) and retention. CTR tells you how compelling your titles and thumbnails are, while retention shows how engaging your actual content is.
Don't just look at the numbers, though. Pay close attention to the qualitative feedback you receive through comments and questions from your viewers. This can provide invaluable insights into what your audience wants to see more of.
It's also essential to check how YouTube is categorizing your channel. Look at the "similar channels" section in YouTube Analytics. If you see channels that don't align with what you do, YouTube is confused and you need to niche down on your content.
Use all of these insights to guide your future content creation. Double down on topics and styles that perform well, and don't be afraid to pivot away from approaches that aren't resonating with your audience.
Today's advice is provided with insights from Sunny Lenarduzzi, a featured guest on the Social Media Marketing Podcast.
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Meta's Automatic Adjustments for Ads: Search Engine Journal reported that Meta quietly rolled out automatic adjustments across advertising accounts, implementing system-level campaign changes without requiring advertiser permission. Significant campaign modification capabilities include the ability to pause or activate campaigns at its discretion, to autonomously adjust advertising budgets in either direction without consulting advertisers, and to consolidate ad accounts and merge audience segmentations without prior notification to account holders. To disable the feature, advertisers must navigate to "All tools," select "Automated rules," click "See automatic adjustments," access the "Manage automatic adjustments" page, and toggle the feature off. Source: Search Engine Journal
LinkedIn B2B Startup Benchmark Report: The report contains comprehensive data analysis focused on key performance metrics and best practices for startups. The analysis includes marketing and sales benchmarks that examine average lead volume across different price points. Conversion rates throughout the sales funnel are broken down by Average Selling Price (ASP). Cost efficiency metrics are provided at each funnel stage and segmented by ASP. Source: LinkedIn
Snapchat Camera Controls: Users with iPhones will soon be able to customize Camera Control settings to launch Snapchat and capture photos and videos directly from their iPhone's Lock Screen even when their iPhone is locked. Source: Snap
X Ads Platform: X announced a new advertising platform tailored to small and medium-sized businesses focused on driving sales and conversions. The platform leverages X's artificial intelligence technology to handle targeting automatically, eliminating the need for manual targeting adjustments. Other features include bid optimization, automatic tracking pixel creation, 1-click DM support, and more. The platform is available to a select group of new advertisers and will rollout to more people shortly. Source: @XBusiness via X
YouTube Shorts and Analytics: A new Poll Sticker feature is being launched for Shorts, allowing creators to incorporate interactive polls directly into their short-form videos. Viewers can participate in polls by tapping their preferred option directly within the Short, and creators will have access to both percentage breakdowns and exact vote counts for each poll option. A new Real Time Graph by Format Type feature is also being introduced for analytics on desktop and mobile platforms. The new format filter in channel-level real time analytics allows creators to analyze performance data separately for each content format they produce. Source: YouTube
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