8-figures with 0 ads 🤑, increase user activation ☑️, marketing campaign retrospectives 🔍
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<h3><strong>TLDR Marketing <span id="date">2023-11-17</span></strong></h3>
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<div style="text-align: center;"><span style="font-size: 36px;">📱</span></div>
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<h3><strong>News & Trends</strong></h3>
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<a href="https://www.marketingbrew.com/stories/2023/11/15/tiktok-users-are-increasingly-using-the-app-for-news-research-finds">
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<strong>TikTok users are increasingly using the app for news, research finds (4 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
TikTok's news consumption among users has risen to 43% while established platforms are witnessing a decline in news reliance. Overall, there's an increasing preference for digital devices over TV for news, with social media significantly influencing news consumption patterns.
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<a href="https://techcrunch.com/2023/11/16/deepmind-and-youtube-release-lyria-a-gen-ai-model-for-music-and-dream-track-to-build-ai-tunes/">
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<strong>DeepMind and YouTube release Lyria, a gen-AI model for music, and Dream Track to build AI tunes (3 minute read)</strong>
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Google's DeepMind has introduced Lyria, a new AI music generation model, and Dream Track, designed for YouTube Shorts, enabling creators to make 30-second AI-generated soundtracks in various artists' styles.
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<div style="text-align: center;"><span style="font-size: 36px;">🚀</span></div>
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<h3><strong>Strategies & Tactics</strong></h3>
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<a href="https://www.linkedin.com/posts/pierre-jean-hillion-growth_9-steps-to-increase-user-activation-activity-7130096125025361920-4Npq">
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<strong>9 steps to increase user activation (2 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
Activation means your users have reached their ‘aha’ moment and developed a habit of engaging with your product. The first step is to map your entire funnel from signup to activation – which requires you to define the point at which a user is activated. Next, invest in UX writing, identify power users, gamify your product, and onboard users in a nurturing loop.
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<a href="https://www.linkedin.com/posts/emilykramer_are-we-are-using-the-right-channels-what-activity-7130957448634327040-e_RE">
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<strong>Are we using the right channels? (2 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
This post contains 7 tips to ensure you have the right growth marketing channels in place for B2B startups of all sizes. A chart is included in the post to make it easier to determine channel fit.
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<a href="https://www.linkedin.com/posts/mattcraike_5-lead-magnets-to-fill-your-calendar-ugcPost-7130485263490801664-4i0R">
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<strong>5 Proven Lead Magnets (2 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
A lead magnet is an offer or an opt-in bribe to get someone to join your email list. This post contains 5 high-converting examples of lead magnets: quizzes, masterclass webinars, e-books, calculators, and training videos.
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<div style="text-align: center;"><span style="font-size: 36px;">🧑💻</span></div>
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<h3><strong>Resources & Tools</strong></h3>
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<a href="https://www.linkedin.com/feed/update/urn:li:activity:7130718949318516738/">
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<strong>20 SEO Tools I Use Every Single Week (2 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
This list contains some common tools like Moz and Screaming Frog, as well as a few lesser-known plugins and add-ons such as Wappalyzer for checking competitors’ tech stacks, Nightwatch for seeing SERPs in other countries, and Glimpse as an add-on for Google Trends.
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<a href="https://inboxcollective.com/what-questions-should-you-ask-in-a-newsletter-survey/">
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<strong>3 Questions Everyone Should Ask in a Survey (21 minute read)</strong>
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A survey question should only be asked when it can help you learn something or act on something – otherwise, you should probably cut it. This guide walks through how to write good survey questions, as well as tools, timing, and utilizing results.
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<div style="text-align: center;"><span style="font-size: 36px;">🎁</span></div>
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<div style="text-align: center;"><strong><h3>Miscellaneous</h3></strong></div>
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<a href="https://joinhampton.com/blog/adriane-schwager-growth-assistant">
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<strong>Bootstrapping an 8-Figure Talent Network with Zero Ad Spend (12 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
GrowthAssistant hit $50K MRR in its first 100 days and has grown to over $11 million with major clients in less than three years. It was able to achieve this with just 8 employees and zero ad spend. GrowthAssistant did this by putting a huge focus on who it hired, leveraging organic social, and goaling marketing against the number of meetings held instead of just the number of leads driven.
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<a href="https://startupgtm.substack.com/p/category-creation-insights-from-community">
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<strong>Category Creation and Community-led Growth (16 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
This interview covers how communities factor into growth, branding, and product support, as well as their role in an emerging category. Oftentimes in category building, the community will play a pivotal role in product creation and refinement. However, the community-led approach can be more slow-going than other traditional growth methods. The interview contains examples of community-led products as well as anecdotes from the interviewee’s 15 years of experience building communities.
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<a href="https://medium.com/loblaw-digital/designing-a-design-system-for-loblaw-digital-a-magical-mystery-tour-37d0b9764601">
<span>
<strong>Designing a design system for Loblaw Digital (11 minute read)</strong>
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Loblaw Digital faced challenges establishing a company-wide design system due to the diverse nature of its digital properties. This piece shares how various stakeholders within the company and product and technology partners worked together to make the design system come to life. It continues to be a living, breathing system to support the organization’s evolving needs.
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<div style="text-align: center;"><span style="font-size: 36px;">⚡</span></div>
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<h3><strong>Quick Links</strong></h3>
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<a href="https://news.marketingpowerups.com/p/the-kalm-retrospective-for-marketing">
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<strong>The KALM retrospective for marketing (3 minute read)</strong>
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The KALM retro has four main components: Keep, Add, Less, and More. It’s a simple but effective way to improve marketing campaigns continuously. This post includes a template.
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<a href="https://www.socialmediatoday.com/news/instagrams-retiring-guides-posting-option-next-month/699984/">
<span>
<strong>Instagram Is Retiring Its Guides Posting Option Next Month (1 minute read)</strong>
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Instagram Guides are going away as of December 15, with all existing Guides on profiles to be converted to Collections.
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<a href="https://mikeshields.substack.com/p/youtube-is-thriving-advertising-on">
<span>
<strong>YouTube is Thriving. Advertising on YouTube Remains...Complicated (3 minute read)</strong>
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</a>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
Despite its financial growth and diverse advertising avenues, YouTube faces complexities in ad spending allocation due to its sprawling advertising structure and challenges in navigating various vendor roles within its ecosystem.
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<br>Thanks for reading,
<br><a href="https://www.linkedin.com/in/alikoh/"><span>Alison Koh</span></a>, <a href="https://www.linkedin.com/in/maddisalmon/"><span>Maddi Salmon</span></a> & <a href="https://www.linkedin.com/in/joao-kodama/"><span>Joao Kodama</span></a>
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GrowthAssistant hit $50K MRR in its first 100 days and has grown to
over $11 million with major clients in less than three years.
Sign Up [1]|Hire [2]|Advertise [3]|View Online [4]
TLDR
TLDR MARKETING 2023-11-17
📱
NEWS & TRENDS
TIKTOK USERS ARE INCREASINGLY USING THE APP FOR NEWS, RESEARCH FINDS
(4 MINUTE READ) [5]
TikTok's news consumption among users has risen to 43% while
established platforms are witnessing a decline in news reliance.
Overall, there's an increasing preference for digital devices over TV
for news, with social media significantly influencing news consumption
patterns.
DEEPMIND AND YOUTUBE RELEASE LYRIA, A GEN-AI MODEL FOR MUSIC, AND
DREAM TRACK TO BUILD AI TUNES (3 MINUTE READ) [6]
Google's DeepMind has introduced Lyria, a new AI music generation
model, and Dream Track, designed for YouTube Shorts, enabling creators
to make 30-second AI-generated soundtracks in various artists' styles.
🚀
STRATEGIES & TACTICS
9 STEPS TO INCREASE USER ACTIVATION (2 MINUTE READ) [7]
Activation means your users have reached their ‘aha’ moment and
developed a habit of engaging with your product. The first step is to
map your entire funnel from signup to activation – which requires
you to define the point at which a user is activated. Next, invest in
UX writing, identify power users, gamify your product, and onboard
users in a nurturing loop.
ARE WE USING THE RIGHT CHANNELS? (2 MINUTE READ) [8]
This post contains 7 tips to ensure you have the right growth
marketing channels in place for B2B startups of all sizes. A chart is
included in the post to make it easier to determine channel fit.
5 PROVEN LEAD MAGNETS (2 MINUTE READ) [9]
A lead magnet is an offer or an opt-in bribe to get someone to join
your email list. This post contains 5 high-converting examples of lead
magnets: quizzes, masterclass webinars, e-books, calculators, and
training videos.
🧑💻
RESOURCES & TOOLS
20 SEO TOOLS I USE EVERY SINGLE WEEK (2 MINUTE READ) [10]
This list contains some common tools like Moz and Screaming Frog, as
well as a few lesser-known plugins and add-ons such as Wappalyzer for
checking competitors’ tech stacks, Nightwatch for seeing SERPs in
other countries, and Glimpse as an add-on for Google Trends.
3 QUESTIONS EVERYONE SHOULD ASK IN A SURVEY (21 MINUTE READ) [11]
A survey question should only be asked when it can help you learn
something or act on something – otherwise, you should probably cut
it. This guide walks through how to write good survey questions, as
well as tools, timing, and utilizing results.
🎁
MISCELLANEOUS
BOOTSTRAPPING AN 8-FIGURE TALENT NETWORK WITH ZERO AD SPEND (12
MINUTE READ) [12]
GrowthAssistant hit $50K MRR in its first 100 days and has grown to
over $11 million with major clients in less than three years. It was
able to achieve this with just 8 employees and zero ad spend.
GrowthAssistant did this by putting a huge focus on who it hired,
leveraging organic social, and goaling marketing against the number of
meetings held instead of just the number of leads driven.
CATEGORY CREATION AND COMMUNITY-LED GROWTH (16 MINUTE READ) [13]
This interview covers how communities factor into growth, branding,
and product support, as well as their role in an emerging category.
Oftentimes in category building, the community will play a pivotal
role in product creation and refinement. However, the community-led
approach can be more slow-going than other traditional growth methods.
The interview contains examples of community-led products as well as
anecdotes from the interviewee’s 15 years of experience building
communities.
DESIGNING A DESIGN SYSTEM FOR LOBLAW DIGITAL (11 MINUTE READ) [14]
Loblaw Digital faced challenges establishing a company-wide design
system due to the diverse nature of its digital properties. This piece
shares how various stakeholders within the company and product and
technology partners worked together to make the design system come to
life. It continues to be a living, breathing system to support the
organization’s evolving needs.
⚡
QUICK LINKS
THE KALM RETROSPECTIVE FOR MARKETING (3 MINUTE READ) [15]
The KALM retro has four main components: Keep, Add, Less, and More.
It’s a simple but effective way to improve marketing campaigns
continuously. This post includes a template.
INSTAGRAM IS RETIRING ITS GUIDES POSTING OPTION NEXT MONTH (1 MINUTE
READ) [16]
Instagram Guides are going away as of December 15, with all existing
Guides on profiles to be converted to Collections.
YOUTUBE IS THRIVING. ADVERTISING ON YOUTUBE REMAINS...COMPLICATED (3
MINUTE READ) [17]
Despite its financial growth and diverse advertising avenues, YouTube
faces complexities in ad spending allocation due to its sprawling
advertising structure and challenges in navigating various vendor
roles within its ecosystem.
We help cutting edge companies hire world class technical talent
through our job listings. If you're hiring marketers, CLICK HERE TO
LEARN MORE [2].
If your company is interested in reaching an audience of marketing
professionals and decision makers, you may want to ADVERTISE WITH US
[18].
If you have any comments or feedback, just respond to this email!
Thanks for reading,
Alison Koh [19], Maddi Salmon [20] & Joao Kodama [21]
If you don't want to receive future editions of TLDR Marketing,
please click here to unsubscribe [22].
Links:
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[1] https://tldr.tech/marketing?utm_source=tldr
[2] https://share.hsforms.com/1hmOFVmqOTrON_SRvaRqEbQee466?utm_source=tldr&utm_medium=newsletter
[3] https://share.hsforms.com/1OxvmrkcFS4qsxKpNXCi76wee466?utm_source=tldrmarketing&utm_medium=newsletter
[4] https://actions.tldrnewsletter.com/web-version?ep=1&lc=8d67f254-57b3-11ee-8799-03fe73ccc20d&p=7f7cbfae-850c-11ee-bc38-03def6a72dfb&pt=campaign&t=1700222761&s=825cbe0b6034e0d28cdcc2501f9653a1470fa3146b68ea897e37be5410d3f7a4
[5] https://www.marketingbrew.com/stories/2023/11/15/tiktok-users-are-increasingly-using-the-app-for-news-research-finds?utm_source=tldrmarketing
[6] https://techcrunch.com/2023/11/16/deepmind-and-youtube-release-lyria-a-gen-ai-model-for-music-and-dream-track-to-build-ai-tunes/?utm_source=tldrmarketing
[7] https://www.linkedin.com/posts/pierre-jean-hillion-growth_9-steps-to-increase-user-activation-activity-7130096125025361920-4Npq?utm_source=tldrmarketing
[8] https://www.linkedin.com/posts/emilykramer_are-we-are-using-the-right-channels-what-activity-7130957448634327040-e_RE?utm_source=tldrmarketing
[9] https://www.linkedin.com/posts/mattcraike_5-lead-magnets-to-fill-your-calendar-ugcPost-7130485263490801664-4i0R?utm_source=tldrmarketing
[10] https://www.linkedin.com/feed/update/urn:li:activity:7130718949318516738/?utm_source=tldrmarketing
[11] https://inboxcollective.com/what-questions-should-you-ask-in-a-newsletter-survey/?utm_source=tldrmarketing
[12] https://joinhampton.com/blog/adriane-schwager-growth-assistant?utm_source=tldrmarketing
[13] https://startupgtm.substack.com/p/category-creation-insights-from-community?utm_source=tldrmarketing
[14] https://medium.com/loblaw-digital/designing-a-design-system-for-loblaw-digital-a-magical-mystery-tour-37d0b9764601?utm_source=tldrmarketing
[15] https://news.marketingpowerups.com/p/the-kalm-retrospective-for-marketing?utm_source=tldrmarketing
[16] https://www.socialmediatoday.com/news/instagrams-retiring-guides-posting-option-next-month/699984/?utm_source=tldrmarketing
[17] https://open.substack.com/pub/mikeshields/p/youtube-is-thriving-advertising-on?utm_source=tldrmarketing
[18] https://share.hsforms.com/1OxvmrkcFS4qsxKpNXCi76wee466?utm_source=marketing&utm_medium=newsletter
[19] https://www.linkedin.com/in/alikoh/
[20] https://www.linkedin.com/in/maddisalmon/
[21] https://www.linkedin.com/in/joao-kodama/
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