Presented by

It’s National Split 🫛 Pea Soup Week, Reader! Do you like yours with 🧈 buttered toast?

In today’s edition:

• Today's 👉 Tip of the Day is for Facebook ads

• A LinkedIn 🎯 Prospecting Process That Works

• OpenAI announces APIs, custom GPTs, and copyright ⚔️ protection

• Share Instagram comments to your Stories

• Meta gives Instagram and Facebook 🎨 creators 🛠️ new tools and features

• TikTok unifies the Events API

• YouTube’s 🤖 AI-powered comment summarizer and conversation experiments

• Changes coming to YouTube channel pages

• YouTube announces a For You section for channels

• YouTube Collabs expand to include side-by-side feature

If your Facebook marketing strategy is centered around narrow targeting—building custom audiences, finding lookalikes, and targeting specific interests—it's time to rethink that approach.

Forget Narrow Targeting—Go Broad With Facebook Ads

There are a few key reasons broad targeting outperforms more narrow options:

• Recent privacy updates mean Facebook has less data to define audiences. Interest targeting just isn't as accurate anymore.

• Interests don't equal intent. Just because someone fits in a certain interest group doesn't mean they want to buy your product.

Broad doesn't mean totally untargeted. You still want some basic targeting in place with Location, Age Range, and Gender. These give Facebook's ad algorithm what it needs to test different groups of people and find the right audiences for your ads.

Today's tip is inspired by Charley Tichenor, a featured speaker at Social Media Marketing World. Source: YouTube

LinkedIn is a treasure trove of leads for B2B and many B2C marketers. The question is, is there an organic LinkedIn prospecting process that works? Yes!

Your Cold Outreach Strategy for LinkedIn

LinkedIn is like Google for B2B sales and marketing. It holds data on almost a billion professionals all over the world. It’s the best tool there is for finding qualified leads and targeting your messages to LinkedIn members.

Find the Right Prospects

LinkedIn’s basic search function is pretty good at finding people based on their job title or industry. But if you want to get the most out of LinkedIn, consider Sales Navigator to access extra search data, details, and CRM tools.

Use LinkedIn search and filters to build lists of your ideal customers based on criteria like job title, company, industry, location, years of experience, education, etc. For example, you could target IT managers at Fortune 500 companies in Seattle who have 10+ years of experience. 

The more targeted your list, the better your results will be.

There’s just one issue to bear in mind. Sales Navigator can gather a huge amount of information but LinkedIn does have a limit on the number of cold messages you can send:

• You can send up to 100 messages a day to someone who’s a first-degree connection.

• Similarly, you can send messages to second- and third-degree connections if they have a Premium account with open profile enabled. Look for the Premium symbol (a gold LinkedIn logo) on their profile to see if this is an option.

• If you have a Premium account—which you will, if you’ve set up Sales Navigator—then you can send InMail messages to second- and third-degree connections. The number of InMails you can send per month depends on your specific plan. You can also pay to top up your InMail credits, and whenever someone replies to your InMail, you’ll get that credit back.

• You can message fellow LinkedIn group members for free, regardless of whether you’re connected or not.

You’ll want to use all of these options to message as many leads as possible. The whole point of using Sales Navigator is to scale your outreach as much as possible. And LinkedIn is happy for you to work with Sales Navigator and message lots of people, but its spam algorithms are hostile to any messaging automation.

Do not be tempted to use third-party tools to automate your outreach. 

LinkedIn Messaging to Go, Hold the Spam

Qualify Your Prospect: Hopefully, you’ve already found the perfect prospect through Sales Navigator. But as well as doing your research, you’re going to double down by asking each LinkedIn member to qualify themselves. You do that by opening with a question. Here's an example:

Hey [Name], I’m curious, are you interested in [X]?

X can be any topic or benefit that’s relevant to your niche and what you’re selling. Your ideal buyer should think, “Yes, I want that! I care about that!”

Offer Value: Now that you’ve got their attention, you must demonstrate that this conversation is worth their time. How do you do that? With content. So the next sentence in your message will read something like:

… The reason I ask is, I have a free [book/demo/webinar/masterclass] about [X].

Ask Permission: By this point, your prospect should be invested in the conversation but you need them to actively buy-in. You need their permission to keep going. The key here is to make that permission as simple as possible. Make it something that they can do with a single tap: responding with a single word or an emoji will work.

… If you’d like to check it out, just reply “Yes” or give me a thumbs up and I can send it your way.

Take the Pressure Off: There’s one last line in our Messaging Magic script. This is where you make sure the prospect feels in control. You’re going to take all of the pressure off so the decision is theirs.

… If you’re not interested, no worries! Hope you have a great day.

Get a Yes, Follow-Up

Go to their LinkedIn profile or their listing in Sales Navigator and grab their contact details. Fill out the landing page for your free content on their behalf, then drop them a message to let them know they can check their inbox.

After they’ve received the course, podcast, webinar, or eBook you offered them, you’re going to develop the connection even further with a personalized follow-up message with the LinkedIn mobile app.

The next day, send a quick, friendly clip reiterating your value and encouraging them to keep the conversation going. Use their name, speak in your natural voice, and add any other personal details that seem like a good fit. Check their profile and Sales Navigator notes to see if there’s anything you can connect on. Here’s a 30-second sample script: 

Hey [Name]! Welcome to my office! I just wanted to put a face to the name and check-in. Can't wait to hear your thoughts on [content]. Let me know if you have any questions, and I look forward to hearing your thoughts.

Today's advice is provided with insights from John Nemo.

This Can Help Your Business! 

Wondering how Social Media Marketing World can help you?

Get relevant and actionable content: Elevate your marketing strategy and leave with takeaways that can be immediately applied to your marketing campaigns.  

Discover new tools: Many speakers reveal the tech they use. It’s your chance to discover new tools to improve your results.

Be inspired and motivated: Listening to success stories, overcoming challenges, and learning about innovative campaigns can reignite your passion. You’ll leave inspired AND with a fresh perspective for your marketing.

I really need to be there.

🗞 OpenAI Announces Custom GPTs: One year after launching ChatGPT, OpenAI is now releasing a platform to let ChatGPT Plus subscribers and OpenAI enterprise customers create customized versions for specific use cases without coding. The AI agents, called GPTs, will be available in the coming weeks through the GPT Store. Source: The Verge

🗞 OpenAI Launches APIs: During its first developer day, OpenAI launched several new APIs, including DALL-E 3 for text-to-image generation and Audio for text-to-speech. The DALL-E 3 API offers image generation with built-in moderation starting at $0.04 per image. OpenAI says prompts will be automatically rewritten for safety and more detail, which could impact precision. The new Audio API provides text-to-speech with 6 preset voices and 2 AI models starting at $0.015 per 1,000 characters. Source: TechCrunch

🗞 OpenAI Copyright Shield: OpenAI has announced a new program called Copyright Shield to defend businesses using its AI products against copyright infringement claims. Under the program, OpenAI will pay legal costs for customers facing lawsuits over intellectual property issues with work generated by OpenAI tools like ChatGPT. The protection covers users of OpenAI's developer platform and ChatGPT Enterprise product but does not seem to extend to free and Plus tiers of ChatGPT. It is unclear whether OpenAI will also offer indemnity against claims made over training data used by customers for OpenAI's models. Source: TechCrunch

🗞 Instagram Comments: "You can now easily share your favorite comments to stories, highlighting your most important interactions with your wider audience." Source: Instagram

🗞 Instagram and Facebook Creator Subscriptions: Meta reports that over 1 million creators now have active subscriptions through Instagram. Subscriptions recently launched for creators in 35 additional countries. To help creators grow their subscriber base, Instagram has introduced new promotional tools like highlighting the Subscribe button and making it easier to welcome new subscribers. Currently, Meta waives subscription fees for creators and plans to provide a six-month notice before changing this policy. On Facebook, subscriptions are also expanding to millions more creators over the coming months. New features will help creators build their subscription audience including the ability for followers to subscribe via Reels and Stories. Creators will also be able to offer 30-day free trials and adjust pricing over time. Finally, to improve ad eligibility, Instagram will show creators more information when they allow brands to boost Stories. Source: Meta

🗞 TIkTok's Unified Events API: TikTok has launched a consolidated Events API endpoint for advertisers to enable Web, App and Offline signal use for their campaigns. Events API allows advertisers to securely share marketing data with TikTok from their server to optimize ads. Previously, TikTok offered separate endpoints for Web, Offline and App data integration. Now, advertisers can integrate once and send data from multiple sources through the consolidated endpoint. This simplifies data sharing and removes silos, helping advertisers better prepare for a cookieless future. Source: TikTok

🗞 YouTube AI-Powered Comment Topics: On mobile, some videos will have a "Topics" option to sort large comment sections on long videos into digestible topics. Creators can use the summaries to quickly jump into discussions or get video inspiration based on audience conversations. They can also delete individual comments within a topic. Topics are only created from published comments, not those held for review or from blocked users/words. This initial test is limited to English videos with large comment sections. Source: YouTube

🗞 YouTube Channel Pages: YouTube announced upcoming changes to simplify and improve the usability of channel pages. One main change is the option to hide tabs if they are empty, like Playlists or Community posts. This will reduce clutter and make pages look cleaner. Additionally, the About tab will be removed. Viewers can instead access the same info by clicking the creator's name under the video player. Another change is removing the Channels tab, as its content is redundant with the Subscriptions section. Finally, visual refreshes will improve the aesthetic of empty channels to make them more appealing. Source: YouTube

🗞 YouTube For You Section: YouTube has introduced a new "For You" section on channel homepages to provide personalized content recommendations to viewers. The new For You section serves recommendations from a creator's channel based on the viewer's interests and watch history. Creators can choose what types of content to include, like long-form videos, Shorts, or live streams, and only their most recent uploads. Viewers may see up to 24 recommended videos or Shorts based on their preferences and watch history. The feature introduces viewers to new content and is optimized for channels with diverse topics, languages and formats. Creators can configure the For You section starting November 7 before it rolls out to viewers November 20. Source: YouTube

🗞 YouTube Conversational AI Tool: YouTube is experimenting with a new conversational AI tool to enhance the video-watching experience. The tool lets viewers get answers to questions about the video, recommendations, and learning quizzes without pausing playback. If selected for the experiment, users can tap "Ask" below certain videos to open the AI tool. They can then ask questions about the video or choose suggested prompts. The tool is currently available to a small test group on some videos. Source: YouTube

🗞 YouTube Side-by-Side Collabs: YouTube recently introduced a new feature for Collab on its short-form video platform Shorts for iOS creators. Collab now allows creators to remix videos by recording a short in a side-by-side split screen format with eligible long-form YouTube videos and Shorts. Collab will be launching to Android users in the coming months. Source: YouTube

TOGETHER WITH YOUR BRAND

Want to get your message in front of more marketers? 

Do you target marketers working for smaller businesses? If so, consider adding your offer to our newsletter. We know how hard it can be to get your brand in front of a valuable audience. That's where we can help.

Let us help you increase your brand exposure or bring in qualified leads for your team. Why not chat with us?

Contact Emily to place your ad here.

Did You Know?

There are 336 dimples on a regulation golf ball.