Presented by

Tomorrow is National Shortbread Day, Reader! Mmmmm, so much 🧈 buttery goodness to sample!

In today’s edition:

• Today's 👉 Tip of the Day is for website conversions

• Implementing 🦘 agile marketing strategies

• Instagram expands 🖇 Collections functionality

• ⏰ TikTok to grow Shop in US and South America

If the traffic you’re driving to your website isn’t converting, the problem may not be your campaigns. What’s happening with your landing page?

The Perfect Landing Page Blueprint

A successful landing page guides visitors from seeing the happy result of working with you down through the issues you solve to final reassurance. Here’s the framework:

Start with a hero headline and subheading to establish the ultimate outcome you provide.

Next, clearly detail the struggles you alleviate tying each feature to an aspirational benefit. Then, share three positive transformations derived from your features, framed around your ideal customer’s desires. 

Follow these up with three customer endorsements to reinforce your claims. Finally, handle common objections.

The flow first sells the emotional desire for change, then logic backs it up as social proof, and specifics pull consumers toward the final sale.

Today's tip is inspired by Wes McDowell.

Feeling out of your element, Reader? 

Are you super creative, but not great at getting things done? Or are you an operational ninja, but the idea of promoting makes you feel sick? 

Attending Social Media Marketing World 2024 next month can help.

👉️ Dive deep into learning from really smart marketers and walk away with a real plan. 

👉️ Find your next employee or agency to help you get where you cannot go alone.

👉️ Connect with people just like you, dealing with similar struggles.

Yes… I’m in!

How to Implement Agile Marketing Strategies

An agile marketing strategy takes time to perfect but can create massive gains in terms of efficiency and campaign performance.

What is Agile Marketing?

Agile marketing applies the concept of agile software development to marketing. It focuses on releasing small pieces of content quickly, getting feedback, and improving based on that feedback. The goal is to respond faster to trends instead of spending months developing one big campaign that may not meet customer needs.  

There are four key components of an agile marketing strategy:

Backlog: A list of all tasks and content ideas that need to be done. You pull from this backlog to prioritize what to work on each day or week.

Sprints: A set period, usually 1–2 weeks, focused on a specific goal or project. Having clear start and end times keeps things moving.  

Daily Standups: Short, daily team meetings where everyone shares what they did yesterday, what they will do today, and any obstacles. This removes bottlenecks.

Retrospectives: After finishing a sprint, examine what worked and didn’t, and decide how to improve processes for next time. 

Helping Your Marketing Team Embrace Agile Marketing

An agile mindset that encourages trying new things, failing fast, gathering feedback, and working collaboratively is as important as using specific tools or tactics. 

Because your team is moving quickly and adjusting campaigns rapidly, it’s important to foster a culture where team members feel comfortable suggesting better ways to do things. Praise new ideas even if they don’t work. 

You’ll also need to meet regularly with other stakeholders in the business to understand their evolving needs so you can support their initiatives properly.

How to Measure the Success of Your Agile Marketing Strategy

Key metrics to watch might include:

- Speed of content output 

- Backlog task completion rate

- Traffic and engagement numbers on recent content

- Client satisfaction scores

- Employee satisfaction or project enjoyment 

Focus on small growth and continuous improvement rather than big overnight success. 

After each sprint, review your processes and refine them as needed.

Today's advice is provided with insights from Dorien Morin-van Dam.

Did You Get Your Ticket Yet, Reader? 

You’ve read this far and still haven’t got your ticket to Social Media Marketing World... Now is your time! 

The conference is the best way to lock in your goals for 2024. With an All-Access or On-Demand ticket, you get 365 days of marketing training from industry experts. And, if you attend in person you may just meet your next business partner, employee, or new marketing friends. 

Don’t wait! Grab your ticket now by clicking the link below.

Grab your All-Access or On-Demand ticket now!

🗞 Instagram Collections: Instagram is looking to expand its Collections feature by enabling users to share Collections of posts on their profile, which any visitor to the profile would then be able to view within the app. Source: Alessandro Paluzzi via Social Media Today

🗞 TikTok Shop Growth: TikTok is aiming to grow its TikTok Shop business in the United States tenfold this year to up to $17.5 billion in merchandise volume, according to a recent internal discussion reported by Bloomberg. This goal, which could change throughout 2024, would expand TikTok's eCommerce presence to rival Amazon and other Chinese companies gaining traction in the US, like Temu and Shein. After seeing over $20 billion in global gross merchandise value last year, mostly in Southeast Asia, TikTok now wants to replicate that success in the US and plans to launch TikTok Shop in Latin America soon. During this past holiday season, over 5 million new US TikTok users made a purchase through TikTok Shop. As TikTok Shop expands, the company will begin raising seller commissions from 2% up to 8% per transaction, which is still below Amazon's 15% fees. Source: TechCrunch

Did You Know?

If you have butter, flour, and sugar, you can make shortbread!