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- The Weekly Sharpener #72
👋 Hey fam!
This Wednesday round-up is jam-packed with amazing marketing resources and value:
Amanda Natividad (VP Marketing Sparktoro) shares how she grew a massive following and how it has been a secret weapon in getting buy-in from Sparktoro customers/prospects.
We get a look at why CAC Payback Period is more important for e-commerce businesses, give the intense pressure on capital and cashflow right now.
Also, we'll get a deep dive on how Meta is repositioning its algorithm to answer the modern customer's needs and how that will affect advertisers.
We are grateful for a space in your inbox. 🙏
Cheers,
Chase
🎙Add Creative
A sneak peek from Episode 7 👀
"People are gonna need to see you like 10, 20, 30 times writing about the same thing before they realize, oh, I know Amanda, she's a marketing person. So then that becomes the importance of doubling down that niche because then people will start to understand why they should follow you.
If you enjoy the episode, please rate us 5⭐️'s & share!
Ad of the Week 🤖
Why we love this: Comfort is pushed in every scene. Core value understood. Now you are reminding me just how comfortable I can be at home, which is my #1 objective at all times. What I find most powerful about this ad is I don't miss the video assets being included. This is the power of exceptional/fun visual assets and compelling copy. They can carry the day.
Also should we all buy Ja
Content that matters 🐐
Why it matters: CAC Payback period is one of our favorites. Payback is incredibly important for the cash efficiency of your business. This rundown about how to look at your media spend and its effects on your business is both digestible and comprehensive.
Why it matters: Well this isn't good 🤯. Just when E-commerce companies were starting to get comfortable with the idea of connected TV. Unless the app is exited or the show is paused, the ads keep playing.
The TV platforms will have to figure this out as e-commerce orgs are used to how ads are served on digital channels. This is only a reminder that even though TV advertising is much longer in the tooth than digital advertising, it is still very nascent in serving brands in the way Facebook or Google have for the last decade. Don't expect a similar experience just yet.
Why it matters: Another platform is working to capitalize on TikTok's massive growth. YouTube has an important difference with other channels for creators - they can create in multi lengths of video to derive/deliver value.
This will allow advertisers more chances to get in front of prospective buyers thanks they've had in traditional YouTube placements. (TikTok has done the inverse - making 10-minute videos now possible). Either way, this will help advertisers reach more customers & creators deliver more quality content to their audience.
Carl's CRO Tips 🙌
Make your copy appealing to your target audience Ask yourself:
1. Who is your customer?
2. Why should they buy your product?
Survey them to understand their: pain points, beliefs, motives & desires
An example 👇
For more 🔥 follow Carl Weische from Accelerated.
Thread of the Week 🧵
Meta is moving away from an algorithmic feed based on who you follow, to a feed full of recommendations made by A.I.
This is how TikTok's hugely successful feed works.
It's surprising how little attention or coverage this comment by Mark Zuckerberg got last week...
— Matt Navarra (@MattNavarra)
12:23 PM • May 4, 2022
Why it matters: we obviously believe in the power of AI here at Pencil. What we've seen over the last year is a drastic shift in the consumer behavior/interaction levels with different algorithmic models. What is working most notably for time on platform is TikTok.
Now Meta has decided to shift their algorithmic approach to that of TikTok - where the AI will make a feed full of recommendations. What we know is Meta is never too proud of pivoting into what's working, remember IG stories?
Long have brands been at the misery of an algorithm that throttles their ability to scale organically. Now it looks as if virality will be democratized once again. This is a coup for small brands who haven't been able to meaningfully grow on IG/FB for the last few years without a war chest of ad spend ready to go.
What will be even more interesting is how Meta layers in their multi billion-dollar advertising needs into this model, because TikTok hasn't figured it out yet...but maybe they will show them the way. 😂
Partner Offer of the Week - Omnisend💥
Omnisend is both easy and powerful, it was rated highest for ease-of-use on G2 🤌, this epic e-commerce marketing automation platform will help grow your business without compromise and unique SO many of your workflows that you won't have to be 85 tabs open (like me). Give it a try for free now 🤘.
Valuable
Pre-Order the Enterprise Scaling Guide from our friends at Common Thread Collective! We're holding a massive discount this last week before it goes live to the public. If you're looking to learn from the minds who have guided Lululemon and Liquid Death to the massive upside, this is your chance!
Worth Your Time 💡
No explanation, just content we love and think is ultra-valuable!
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