Chlo?'s 3 Things: Algo v Brand / LP Tips / Guest Blogging

Hello,

Hope you've had a great week.

It's been relatively business as usual here this week.

Apart from the Emetko Media news... more on that next week.

Here’s what I’ve been thinking about this week:

• Thing 1: Algo v Brand ??? The social media balancing act
• Thing 2: Landing Page Tips ?? How to make the most of advertising
• Thing 3: Guest Blogging ?? we're about to open up the blog

Here we go:

Thing 1: Algo v Brand ??? The Social Media Balancing Act

I've been doing some more training and sessions with LinkedIn recently.

And it would be fair to say they really DO want us to post videos.

The LinkedIn team say it

The LinkedIn ads say it

The results from those who are testing say it

Feeding the Algorithm on LinkedIn = Making Videos

Not just any video, but the right sort of video post.

To make them work you basically need:

• Copy that fits with the video
• A hook
• Big ol' face to camera
• Vertical

(that's hardly rocket science - just look at all the ones you're being shown)

BUT My brand is not clickbaity face to camera vids

So what do I do?

This isn't a new problem.

We all know that these posts get massive reach on LinkedIn:

• Complaining about something
• Sharing an example of someone doing something shit in 'sales' or 'marketing'
• Turning a heartfelt personal moment into a business lesson

And I pretty much avoid all of those too because (again) they're not on brand.

The Brand vs Best Practice Balancing Act

I've been obsessed by my stats on LinkedIn for long enough now to know there is a way to make the most of giving the algorithm what it wants, without compromising brand.

I think I've got reasonably good at that with text posts.

Now I need to work out a video format that ticks the boxes, but is still on brand.

I'm not sure what it is yet - but expect to see more video content in various formats from me over the coming months.

One video lesson from this week...

One thing I have learnt this week - just "slapping a vertical video on it" doesn't help ??

This post bombed

?? How are you tackling LinkedIn's shift to video?

Thing 2: Landing Page Tips ?? How to make the most of advertising

This topic came up a couple of times this week.

The one I can link to, is this post by Alice Brown - read it here.

Successful Sponsorship - don't forget the landing page

For a lot of our advertisers and sponsors, especially on podcast sponsorship, it's the first time they've done that sort of sponsorship.

So when I get the brief for the ads I always make sure to feedback and tips or advice I can to help them improve the results of their sponsorship.

This is particularly important with podcast sponsorship because the hearing of the ad often happens at a totally different time to the taking action from the ad.

Which means you need make sure you've done everything you can to get the landing page visitor to take action when they get there.

This also goes for a page after any ad, email, marketing etc etc - the easier you make it for the customer the better.

Here are my tips for a great landing page

1. Make sure the landing page headline matches the headline CTA of the ad

If your ad is all about getting an "Email Marketing eBook" - don't put "Email Marketing PDF" in the headline - use ebook.

2. Make the action they need to take when they get to the landing page super easy to do and notice

Don't hide the form at the bottom of a long page.

Remind them what they need to do "Download", "Book a call", "Sign up for the webinar"

3. Bonus points for having a unique landing page that welcomes the listeners to X podcast

We're always happy to supply logos and my headshot for this.

It's a great way to make it really clear that they've landing on the right page.

And make them feel a little special.

If you only remember one thing about a great landing page...

Think of the whole journey and build consistency.

Same words, same phrases, same graphics etc etc.

?? Any landing page stories or tips to share?

Thing 3: Guest Blogging ?? we're about to open up the blog

Technically I'm not supposed to be talking about this for a couple of weeks.

But I had a few fascinating chats about it this week and my brain is now filled with SEO and blog thoughts.

The eCommerce Tech SEO Push

Now the new eCommerce Tech site is live we've got an awesome platform for building traffic and engagement by creating the content our audience wants to read.

Advice on building the perfect eCommerce tech stack.

We'll be building out helpful content on lots of topics including listicles, opinion pieces, and more.

Plus we'll be doing (about every 2 months) a big push on content in a specific area.

The first will be B2B eCommerce.

And on the list for the rest of the year are PIM, ReCommerce, iPaas, Data, Analytics and the list goes on!

Want to get involved?

Me and the team can't write it all!

We're opening the blog up to guest bloggers.

We're up for:

• Content swaps
• Repurposing your content into blogs
• Blogs + other marketing activity

It can be on any eCommerce Tech related topic - get involved here

Next Steps

By the end of the month, we should be ready to get the ball rolling...

So watch this space

?? I'm very much in planning mode - so any ideas or requirements? let me know.

That's it for this week,

I'd love to engage with your comments, so please do add your thoughts below.

Have a great weekend everyone!

Who am I and what do I do?

I've been in eCommerce for 20 years, worked brand side, ran a marketing agency for 10 years, and now I run media business Emetko Media .

We create content to help brands make better decisions on their path to success, and sell advertising and sponsorship to SaaS and agencies looking to get in front of our audience.

Key content channels include:

• The eCommerce MasterPlan Podcast - apply here
• The Keep Optimising Marketing Podcast - apply to be a guest here
• The eCommerce Tech website - list your software
• The eCommerce Explored webinar series - guest applications
• And we also have newsletters - if you're interested in advertising on any of this - let me know
• And I'm also available for speaking and webinar stuff