Today's Guide to the Marketing Jungle from Social Media Examiner...

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It's World Parrot Day, Alluser! Anyone else's mind go immediately to Monty Python?

In today's edition:

Today's Tip of the Day is for direct email
A prompt framework for optimizing AI content
Marketing for how people actually behave
A 7-day content strategy for LinkedIn
TikTok launches TikTok Studio
Meta releases Widely Viewed Content Report for Facebook
LinkedIn shares AI's impact on marketers
Additional industry news from Instagram, TikTok, and more

Is your direct email an important part of your marketing strategy? Is reaching inboxes getting more difficult?

If you send a lot of unopened mail or start to pick up spam ratings, your deliverability will suffer. You can protect your email reputation and deliverability by cleaning up your subscriber list.

2 Quick Ways to Clean Your Email List

If someone doesn't open the first three emails you send, take them off the list.
If someone doesn't click on any of the first 10 emails you send, take them off the list.

Today's tip is inspired by Steve Chou, a featured guest on the Social Media Marketing Podcast.

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A Prompt Framework to Optimize AI-Generated Content

The key to getting what you want from AI tools is providing clear, specific, and well-organized information that helps it understand the relevant context, purpose, and desired outcome of the task. The more relevant and detailed your prompts, the better the AI can comprehend and fulfill your request.

When creating your prompt, start with the "RACE" framework:

Role: Tell the AI what role to play, like "You are an expert copywriter."
Action: Clearly state what you want the AI to do, such as "Write an Instagram caption."
Context: Give the AI background information to complete the task well.
Execute: Specify your desired format, like "Write three paragraphs."

While the "RACE" framework provides a solid foundation for prompt engineering, there may be times when you need to go beyond the initial prompt to refine and optimize the AI-generated content.

The 'PARE' Framework for AI Prompts

The "PARE" framework offers a structured approach to iterating and improving the AI's output until it meets your high standards.

Prime

The first step in the "PARE" framework is to prime the AI with additional context and information relevant to the task at hand. This step involves asking the AI to share its existing knowledge and understanding of the topic, which can help surface key concepts, ideas, and themes to incorporate into the content. For example:

"What do you know about the current trends and challenges in the beauty salon industry? Please share some key insights and statistics that could be relevant to our campaign."

By priming the AI in this way, you're helping to activate its knowledge base and bring meaningful context to the forefront, which can inform and enhance the content it generates.

Augment

The next step is to augment its understanding by providing additional information, clarifications, or requirements based on its initial response. For example:

"Thanks for those insights! To make our campaign even more targeted, please focus on the following key aspects…"

Choose three insights that resonate with your brand or campaign positioning.

Refresh

Now, it's time to put it to work, generating the actual content for your campaign. However, it's unlikely that the AI will nail it on the first attempt.

Review the AI-generated content to identify areas for improvement, then provide feedback to the AI on refining its output.

For example, you might receive an initial batch of social media posts from the AI and notice that while the content is informative, it lacks the engaging storytelling element crucial for capturing attention on social media.

To refresh the AI's approach, you could provide the following feedback:

"Thanks for the initial posts! They're packed with great information, but we need to make them more engaging and emotionally compelling to stop scrollers in their tracks. Please try weaving in more personal stories, aspirational messaging, and powerful calls to action that tap into our audience's values and desires. For example, you could highlight the story of our salon's environmentally-friendly hair care products."

Evaluate

The final step is to evaluate the refined content against your original goals and criteria. Review the AI's latest output closely to ensure it meets your standards for quality, relevance, and alignment with your brand voice and messaging.

Does this content effectively communicate our brand's unique value proposition and commitment to sustainability?
Is the messaging compelling, emotionally resonant, and likely to inspire engagement and action from our target audience?
Are the posts visually appealing, with strong imagery and formatting that aligns with our brand aesthetic?
Is the content optimized for each social media platform, with appropriate hashtags, tags, and calls to action?

If there are still areas for improvement, repeat the refresh and evaluate stages until you're fully satisfied with the results.

Today's advice is provided with insights from Chris Penn, a featured guest on the AI Explored podcast.

How to Use Behavioral Science to Improve Your Marketing

Marketing is about changing people's behavior: getting them to notice your brand, buy your product, or switch from a competitor. But with thousands of marketing messages bombarding consumers every day, cutting through the noise is difficult.

This is where behavioral science becomes invaluable.

Behavioral science is the study of how people actually behave in the real world, as opposed to how they claim they'll behave in surveys or focus groups. It draws on psychology, economics, and neuroscience findings to paint a more realistic picture of human decision-making.

It offers a roadmap for crafting messages and designs that align with how consumers naturally think and behave. Even minor tweaks based on behavioral principles can yield outsized improvements in attention, comprehension, trust, and action.

2 Proven Ways to Build Trust

Trust is the foundation of all effective marketing, but it's harder than ever to earn. In an age of influencer scandals, fake online reviews, and "alternative facts," nearly 7 in 10 consumers say brand trust is more important than ever. Yet only a third of consumers say they trust most of the brands they buy—a record low.

Marketers need every credibility booster they can get to gain scarce consumer trust. Behavioral science offers several powerful but underused techniques for improving credibility. Here are two you can put to work immediately:

Harness Our Deep-Tooted Bias for Precision

Through lifelong experience, we learn to associate exactness with expertise and care, while rounding suggests uncertainty or sloppiness. In a classic study, behavioral scientist Robert Schindler showed people ads for deodorant that claimed either "50%" or "53%" perspiration reduction. The exact number improved perceived claim accuracy by 10%.

In another experiment, Robert tested pricing for a luxury watch. Some participants saw a price of $6K, others $5,925. Contrary to conventional wisdom, the precise price tag actually improved purchase interest. Consumers seemed to reason that a rounded price meant fat margins, while a weird number implied the seller had carefully calculated their costs.

Uber's behavioral science team found a similar effect in testing promotions. Compared to simple discounts like "25% off your next 10 rides," offers with unusual values like "27% off your next 11 rides" performed significantly better. The atypical numbers felt less like marketing gimmicks and more like genuine deals.

The lesson for marketers is to sprinkle in precision wherever possible. Scan your copy, visuals, and pricing for suspiciously round numbers, then add a dash of exactness.

For example, 571,857 subscribers is more believable than over 500K.

Similarly, vague references to "studies show..." seem dubious, while "a 2014 Stanford study found..." conveys authority. When FedEx says they've been "the most trusted name in delivery since 1971," that specific year grounds the claim in reality.

Leverage the Pratfall Effect

In 1966, a celebrated study by Harvard psychologist Elliot Aronson discovered people found a quiz show contestant more likable after he spilled coffee on himself.

Subsequent studies have shown that the pratfall effect is a powerful tool for building trust and rapport. We're so used to airbrushed perfection in ads that a brand acknowledging its imperfections stands out as refreshingly honest. A hint of humility makes all its other claims feel more credible.

The key is to cop to a flaw that subtly emphasizes your core strength.

For example, Buckley's long-running slogan, "It tastes awful. And it works." By admitting their cough syrup tastes bad, Buckley's implies that it must be potent medicine. Knocking themselves makes their efficacy claim unimpeachable.

Similarly, Volkswagen's famous "Think Small" campaign leaned into the Beetle's diminutive size and "ugly" appearance compared to hulking Detroit gas-guzzlers. VW's self-deprecating tone highlighted quality and efficiency instead of superficial status-chasing. Poking fun at your own flaws is disarming.

How can you weave a pratfall into your own messaging?

If you're more expensive than competitors, consider admitting to it and using that high price to imply superior ingredients or service.

Lure shoppers in with an imperfect "seconds" sale to highlight your obsessive quality standards. Admitting a blemish can often shine a halo on everything else.

Today's advice is provided with insights from Richard Shotton, a featured guest on the Social Media Marketing Podcast.

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The 3-2-1 Weekly LinkedIn Content Strategy

Are you using LinkedIn to grow your business?

To effectively leverage LinkedIn for your business, you must share the right content mix that educates, inspires, and promotes your services.

When crafting your content mix, use the "3-2-1 strategy" as a guideline, not a hard and fast rule. The exact ratio of "good to know," "good to feel," and "good to buy" posts may vary depending on your specific goals and audience.

The key is to strike a balance that feels authentic to your brand and provides real value to your followers. You don't want to come across as too self-promotional or salesy, but you also don't want to miss chances to let people know how you can help them.

As you implement this strategy, pay attention to how your audience responds to different types of content. Which posts get the most engagement? Which ones lead to the most inquiries or conversions? Use these insights to refine your approach and optimize your results over time.

Share 3 Good-to-Know Posts

These posts should provide valuable insights and information your target audience finds helpful and relevant. Some ideas for "good to know" content include:

Your take on the latest platform updates and how they impact your clients
Tips and tutorials for using LinkedIn features effectively
Insights into the common challenges your ideal clients face and how to overcome them
Industry news and trends, along with your analysis and commentary
Answers to frequently asked questions in your niche

These posts aim to establish your business as a trusted resource and thought leader in your space. By consistently sharing helpful content, you'll build credibility and stay top of mind with your audience.

Share 2 Good-to-Feel Posts

These posts should give your audience a glimpse behind the scenes of your business and showcase your company culture, values, and personality. Some ideas for "good to feel" content include:

Behind-the-scenes photos or videos of your team at work
Highlights from community events or volunteer work your agency participates in
Shoutouts to clients, partners, or team members to celebrate their successes or milestones
Personal stories or anecdotes that illustrate your values or mission
Fun or inspirational content that aligns with your brand (e.g., motivational quotes, memes, etc.)

These posts aim to humanize your agency and build stronger relationships with your audience. By giving people a glimpse into who you are and what you stand for, you'll create a more authentic and engaging brand presence on LinkedIn.

Share 1 Good-to-Buy Post

These posts should clearly communicate what your business offers and how you can help your ideal clients achieve their goals. Some ideas for "good to buy" content include:

Testimonials or case studies showcasing the results you've achieved for clients
Overviews of your service offerings and how they benefit your target audience
Special promotions or limited-time offers to incentivize people to work with you
Invitations to book a consultation or discovery call with your team
Announcements of new services, partnerships, or other business developments

These posts aim to generate leads and drive sales for your agency. By clearly describing what you offer and how people can work with you, you'll make it easier for potential clients to take the next step.

Today's advice is provided with insights from Michelle J Raymond, a featured guest on the Marketing Agency Show.

TikTok Counters Influence Attempts: TikTok is updating its policies to counter any attempts to influence its platform. A new transparency report will detail efforts to eliminate covert influence operations, with 15 operations and 3,001 accounts removed in early 2024. State-affiliated media accounts reaching foreign audiences on global affairs will be ineligible for recommendation and have restricted advertising. Source: TikTok

Instagram's 'Memes': Instagram is testing a new editing feature called "Memes" for Instagram Reels. Users can access this feature through a dedicated button in the main menu of Reels and the "Edit" section of individual Reels. Each meme has its own unique sound, and Instagram does not mute the song that was previously added to the Reel using the "Music" button when a meme is applied. Source: Radu Oncescu via Threads

Instagram's Early Access: Instagram is working to allow users to get early access to features. Source: Alessandro Paluzzi via X

TikTok Studio: TikTok has launched TikTok Studio, a comprehensive platform that provides creators with tools to create, edit, manage, and analyze their content and performance. The platform offers features like auto caption, photo editor, and autocut, as well as reporting and analytics. TikTok Studio also provides access to monetization options and educational resources through the Creator Academy. The TikTok Studio beta app is currently available on the Google Play Store for Android users in select regions, with plans to expand to more users and the Apple App Store in the coming weeks. Source: TikTok

Claude's New 'Tool Use': Anthropic's AI chatbot, Claude, now features "tool use" or "function calling," allowing users to create personalized AI assistants by connecting Claude to external APIs. These assistants can analyze data, provide recommendations, respond to inquiries, and process images. Source: The Verge

Instagram Notes Updates: Instagram is enhancing its Notes feature by adding likes, mentions, and prompts. Source: 9to5Mac

Instagram's New 'Post Quietly to Profile' Feature: Instagram has introduced a new feature called "Post quietly to profile" for some users. This option allows users to share posts visible on their profile but not in their followers' feeds. Source: Lindsey Gamble via X

Instagram Expands 'Limits' Feature: Instagram has expanded its "limits" feature, allowing users to mute incoming messages from everyone except their close friends. This safety control, initially designed for creators facing harassment campaigns, is now available to all users dealing with unwanted messages and comments. Users can enable limits for up to four weeks, hiding content without the limited accounts being aware. Instagram has also expanded its restrict feature, preventing users from tagging or mentioning the person who restricted them. Source: The Verge

Instagram Messages: Instagram users can now choose to receive message requests only from verified accounts. Source: Radu Oncescu via Threads

LinkedIn Shares AI's Impact on Marketers: According to LinkedIn's 2024 Global Marketing Jobs Outlook report, marketers are focusing more on developing AI skills, with 67% of B2B marketing leaders now using AI for various activities. Professionals are enrolling in AI-related courses to enhance their knowledge and stay competitive in the job market, as 71% of leaders prefer candidates with AI literacy skills over experienced candidates lacking them. Source: LinkedIn Ads Blog

Facebook's Q1 2024 Content Report: Meta has released its latest "Widely Viewed Content Report" for Facebook, covering the Q1 of 2024. The report aims to provide more transparency and context about what people see on Facebook by sharing the most-viewed domains, links, Pages, and posts for a given quarter on Feed in the United States. Source: Meta

TikTok Tests 'Streak' Feature: X's new default navigation bar will now include a communities tab.TikTok is testing a new "Streak" feature for direct messages. Users can unlock a Streak by sending messages to each other for three consecutive days. The Streak will end if users don't message each other in the last 24 hours. Source: Radu Oncescu via X

X's Community Tab: X's new default navigation bar will now include a communities tab. Source: @xDaily via X

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