BC GROWTH HACKING
Saved by @zmbnski

šŸ”„ Marketing tools are damaging your SEO. And how to fix it.

THREAD...

 1/ It's no secret that a site's ā€œperformanceā€ is a ranking factor for search.

But how does Google actually measure it?

Well, open up Chrome DevTools, click the ā€Auditsā€ tab, then ā€Run Auditsā€ and you'll see that ā€œPerformanceā€ is made up from 6 metrics.
2/ Most casuals assume that performance is all about how fast a site displays on the screen ā€” ā€œFirst Meaningful Paintā€.

But if you look at Google's weights you'll see that ā€œTime to Interactiveā€ ā€” how long it takes for a site to become interactive ā€” is far more important.
3/ Essentially, Google prioritises ā€œinteractivityā€ over ā€œvisibilityā€.

Even if your page appears fast, 3rd party scripts loading in the background (delaying user interaction) will see you penalised.
4/ One example of this is @ToDesktop.

Their site content loads in < 1s, but run it through a Google Audit and its ā€œTime to Interactiveā€ is 8.8s.
5/ The culprit is 3rd party scripts from shiny marketing tools:

ā€¢ Intercom for chat
ā€¢ Segment for data
ā€¢ Hotjar for heatmaps

etc ...
6/ What can you can do about this?

Well, ToDesktop's founder, @DaveJ, came up with a clever solution:

1) Load the page without any heavy scripts
2) Wait for a scroll event
3) Wait a further second
4) Then load in Intercom, Segment, etc ...
7/ The before and after results are revealing:

ā€¢ ā€œTime to Interactiveā€ drops from 8.8s to 0.9s.
ā€¢ ā€œPaintā€ numbers remain exactly the same.

The casual observer may notice no difference in performance. But Google certainly does.
8/ Does this stuff make a difference?

Well, Dave made this change on June 14th.

Since then, organic clicks have tripled.

And Dave tells me they've jumped from 25th to 11th for the search ā€œwebsite to desktop appā€.
9/ In summary:

1) Audit your website using Chrome developer tools
2) Don't be fooled by ā€visibilityā€. Prioritise ā€œinteractivityā€
3) When possible load 3rd party scripts on scroll
Oh, and here's the super simple code snippet in case you'd like itšŸ‘‡
Thanks to @DaveJ and @ToDesktop for providing me with the info.
ā€œMarketing tools are damaging your SEO. And how to fix itā€œ šŸ‘‰

https://t.co/EEj8VRFR5P
For more real world marketing examples šŸ‘‰https://t.co/7gnJQydfDz

If you like the threads following @GoodMarketingHQ is appreciated ā¤ļø

Thank you to @EmailOctopus for sponsoring

Over and out - Harry šŸ™Œ
@emailoctopus Really awesome to see these tips getting used in the wild! Great stuff @kilianvalkhof

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Marketing Examples
@GoodMarketingHQ
šŸ”„ 7 practical ways to write copy that converts:

1/ Get specific

Landing page copy is full of unfalsifiable, blanket claims: ā€œmore, easier, faster ...ā€

If you want to stand out get specific. You canā€™t bullshit specifics:


2/ Call out the type of customer you serve

People pay attention when they know something is specifically for them:

ā€œWhat? Loads of authors are using this. Iā€™m an author. Maybe I should be too ...ā€


3/ Use value-based messaging

Talk less about your product and more about the value your product brings.

People donā€™t want a better toothbrush. They want a brighter smile:


4/ Write for one reader

You're not talking to 1000 people. You're talking to the single person reading your page. So write like it.

An informal tone and addressing your users personally (ā€œyouā€) makes a big difference:
GROWTH HACKING
Marketing Examples
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šŸ”„ A lesson in pricing

THREAD ...

Peter Thiel spends 6 months writing down everything he knows about business. His book sells for $10.

Adam Wathan and Steve Schoger spend 6 months writing down everything they know about design. Their ā€œbookā€ sells for $79.

Believe it or not, both prices make perfect sense.


Thiel is selling to the masses and the masses are sensitive to price changes (price elastic).

If he raises the price to $30 they wouldnā€™t think twice before substituting his book for one of the many cheaper alternatives on Amazon.

Adam and Steve are selling to hardcore fans and hardcore fans are insensitive to price changes (price inelastic).

They've all been following the Twitter tips, watching the screencasts, reading the Medium posts.

In their minds, there are no substitute resources available.

When demand for your good is inelastic, you raise your price.

In the case of Adam and Steve, all the way up to $79.

As the diagram shows, a 8x price increase ($10 to $79) results in just a 2x drop in books sold (20k to 10k) and 4x more revenue (area of the rectangles).
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Harry's Marketing Examples
Harry's Marketing Exam...
@GoodMarketingHQ
THREAD: My step-by-step guide to writing landing pages

Thereā€™s two parts of a landing page:

a) whatā€™s immediately visible (above the fold)
b) what the user scrolls to (below the fold)

Let's start above the fold.

ā€œA caveman should be able to glance at it and immediately grunt back what you offerā€ ā€” Donald Miller

Hereā€™s my formula:

1/ Explain the value you provide (title)
2/ Explain how you'll create it (subtitle)
3/ Let the user visualise it (visual)
4/ Make it believable (social proof)
5/ Make taking the next step easy (CTA)


1/ Let's start with titles.

When your product is unique all you have to do is explain what you do as simply as possible.


Most products aren't unique. So a hook adds *oomph*.

The easiest way to write hooks is to address your customer's biggest objection.
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Harry's Marketing Examples
Harry's Marketing Exam...
@GoodMarketingHQ
100,000 followers. Wow. I remember the first 100.

Let's turn back the clock.

Here's the 7 marketing tips YOU found most useful from the last two years šŸ‘Øā€šŸš€

Sell outcomes, not features


Don't think about ā€œcapturing emailsā€

Think about creating something worth subscribing to


Rihanna's a great copywriter


Simple CTA trick:

Add a few words to your button to handle the user's biggest objection to clicking
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Marketing Examples
Marketing Examples
@GoodMarketingHQ
šŸ”„ I got 2000 new subscribers from my Product Hunt launch

THREAD...

Last week I launched Marketing Examples to Product Hunt.

āœ”ļø 1,500+ upvotes
āœ”ļø Product of the Week
āœ”ļø Email list grew from 1,300 to 3,300

This is the step by step account of how I did it


Step 1 - Don't launch straight away

23rd May 2019 Marketing Examples v1.0 went live. The site had a few case studies, several bugs, and an email box which didnā€™t convert well.

The old version of me would have thrown it on Product Hunt straight away. But I decided to wait.

Why?

1) I didnā€™t want to waste my ā€œturnā€ with the very first iteration of my site.

2) I didnā€™t want to launch in a vacuum. Product Hunt multiplies current momentum. Having a small following of ā€œfansā€ on launch day goes a long way.

So I set myself a target.

āœ”ļø 1000 email subscribers
āœ”ļø 1000 twitter followers

And then I would launch. 70 days later I hit my target.

It was showtime.
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Dan \u26a1\ufe0f
Dan āš”ļø
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~2 months ago, I started working @bolt_travelā€™s funnel more systematically, with friendly email+ text reminders in days after folks applied to join.

Weā€™ve seen a 40% lift in conversion.

Your product is very important to you. Itā€™s priority #201 for everyone else. (1/3)

Obviously, you want to be tactful and respectful. Weā€˜re a very high touch product, people spend considerable time applying, so Iā€˜m comfortable with that kind of outreach.

We havenā€™t had a single person complain about text or email reminders. (2/3)

bottom line: if they spent the time to show interest, that means they want to know more. And like everyone else, they might just have a lot going on and need a reminder every once in a while.

Donā€™t be afraid to surface your product (while respecting privacy and attention) /end
GROWTH HACKING
Martin Delaney
Martin Delaney
@FoundersHustle
Want to grow your Twitter audience around a niche subject?

Here's how 16-year-old @PrasoonPratham attracted 40,000+ followers wanting to learn about machine learning over a few months, from scratch! šŸ‘‡šŸ§µ


2. Pratham joined Twitter June 2019 to learn more about his life passion, programming.

In May 2020 he got curious about machine learning and started tweeting about it.

But, he was just a beginner! šŸ™ƒ

No matter.

By the end of the year he reached circa 40k followers.

3. So, how can someone with no prior experience on a subject become an influencer in such a short period of time?

Particularly on a platform that counts numerousā€”highly followedā€”machine learning experts amongst its ranks of users from the likes of Google and Amazon. šŸ¤”

4. Pratham says he found a "gap in the community."

Before Pratham came along most of the machine learning content tweeted by 'big' subject matter accounts was by experts for experts.

He catered to beginners.šŸ’”

5. A lot of tweeters trying to build a Twitter audience make the mistake of choosing a topic that is already popular and simply emulate the top voices within it. šŸ—£ļø

Unless you have overwhelming domain authority, thereā€™s simply too much noise to compete effectively with them.
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Pat Walls
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How I auto-share ~120 blog posts to Reddit every month, reached 35k karma, and gotten millions of views.

And why I love building automation so much!

A thread!


I have hit the top of Reddit hundreds of times.

Through all of the love and hate that I get on the platform, I think I've found that it's here to stay.

After years of posting on Reddit, I've slowly built an automated system that is now 100% hands off.


This is my Starter Story backend, where I save the content of my stories in a markdown format.

This is great for Reddit because Reddit is also in a markdown format!


While I edit and publish starter stories, I set the "reddit title" in advance.

This is so I don't really ever have to think about it again. Once that's set, the system knows it should post this one to reddit, and that should be the title.


I also create a "Reddit intro" and "outro"

Although the content of the blog post is stored in my database, I still should introduce myself in the Reddit post.

I use other variables in my database to construct this.
GROWTH HACKING
Marketing Examples
Marketing Examples
@GoodMarketingHQ
šŸ”„ How to build a website which converts email subscribers

THREAD...

Over the last 2 months, Marketing Examples welcomed 31,000 first time visitors. 4,000 of these visitors subscribed to the email list.

Thatā€™s an email opt-in of 12.9%.

The industry average is 2%. The top 10 percentile average is 5%.

So, screw it, Iā€™ll go there:

ā€œMarketing Examples is one of the best websites in the world at converting passers-by into email subscribers.ā€œ

What follows is a series of things I've observed whilst trying to build a website which maximises email subscribers.

1 - Being obvious works

I imagine a few of you have read The Alchemist. Pretty good book right? How many of you signed up to Paulo Coelho's email list?

No matter how good your work no one is going to go out of their way to sign up to your email list. You have to make it obvious

There are four ways to sign up to the Marketing Examples email list:

1) From the fixed position navbar
2) At the end of any article
3) Through the exit intent popup
4) Directly from the subscribe page

From any given point you're only one click away from subscribing.
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joshbuckley
joshbuckley
@joshbuckley
Paid user acquisition is a curse. Later stage consumer startups that depend on it are the walking dead.

ā€¢ After launch, ROI declines consistently across every advertising channel
ā€¢ Early metrics are misleading because traffic is front-loaded due to the way ad algos work

Digital ad metrics have decayed every year since the industry was created.
ā€¢ CPMs on major ad networks are now increasing at ~40%/yr.
ā€¢ In 1997, CTR on HotWired was 78%. In 2019, Facebookā€™s average CTR is about 0.9%.
(H/t @andrewchen)

Facebook/Google algorithms are so good at targeting people that paid acquisition traffic tends to be highly front-loaded.

Founders and investors are often shocked when numbers rapidly decay ā€” because the ad population has been saturated.

So, whatā€™s the answer for these startups? I think a few things:
1. Optimize ad spend as the userbase saturates
2. Build a distribution moat to re-target customers later
3. Focus the core business on things that spread organically
4. Explore emerging advertising channels quickly
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Here, Muruga got Vel from Devi to fight Suran. So the place was called Vel kadu which became Verkadu.


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Trump still gets control of judicial appointments so we can expect another 100 judges over the next two years. This time thereā€™ll be no McCain or Flake playing the Maverick role with their swing vote.

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Are you under the impression federal prosecutors have to wait until CONGRESS finishes an investigation and makes criminal referrals before the DOJ can act?

Thereā€™s a federal grand jury on McCabe right now. Did Congress ever finish itā€™s investigation and make a referral to the DOJ against him?

No.

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