10/12/2022

October 12, 2022

Hi 🤓

(Yes, we know... it's a Wednesday. Normally these emails go out on Tuesday's but the Marketer Milk crew was off on Monday so things got pushed back a day. Back to regular programming.)

Almost all great hooks have something in common.

Do you know what it is?

It's...

... anticipation.

All great hooks focus on creating anticipation right away. They focus on telling you the whole story — what's at stake, the hero, the conflict — as quickly as possible.

This builds retention because you're constantly waiting to see what happens next.

This way of thinking about hooks generally applies to content, especially long-form videos. But many of these principles can be used to think about retention for products and services as well.

A product like Google Analytics has a high retention because you constantly want to check your analytics in anticipation of them going up or down.

You anticipate that new content strategy going as planned, so you check Google Analytics. You see that your traffic has indeed increased and some dopamine is released.

Now you're hooked, constantly checking Google Analytics to see if your metrics have changed.

This idea of anticipating something and getting it creates a strong habit loop — crucial for your products' success.

Because, as you retain more users, they're more likely to recommend it to their friends. And that creates the most powerful marketing channel of all, word of mouth.

Retention leads to WoM (word of mouth), which leads to acquisition. It's the most sustainable way to grow — $0 CAC!

But word of mouth is extremely hard to track, which is why many companies struggle with it. If you want to get a better idea of how WoM is tracking at your company, you should definitely check out the first link in the growth section of this newsletter.

With that, let’s get into what we have in store this week:

Marketing news from the past week
Calculating word of mouth
5 stages of awareness in your content
Calculating the ROI of SEO
Thoughts on predicting future trends
Ad from the past
Website of the week
Cool marketing jobs
And much more

🗞 In the news

🚀 All things growth

Calculating word of mouth, how to build data-driven personas, organizing you customer success team, and the 5 pillars of PMF for B2B products.

The Word of Mouth Coefficient — Reforge

Despite its importance, word of mouth has always been hard to measure and therefore hard to influence. This post changes that by introducing the Word of Mouth Coefficient and how to calculate it.

https://www.reforge.com/blog/word-of-mouth-coefficient/?ref=marketermilk

Data-driven personas: How to build them in one hour

Segmentation based on data-driven personas isn't something scary. Although it might seem time-consuming, you can build a persona within an hour.

https://wynter.com/post/data-driven-persona/?ref=marketermilk

Organizing Customer Success for a Modern GTM Strategy

A discussion between Unusual Ventures Partner, Sandhya Hegde, and Arjun Devgan, Amplitude’s VP of Customer Success, on the past, present, and future of Customer Success.

https://www.unusual.vc/post/organizing-customer-success-for-a-modern-gtm-strategy/?ref=marketermilk

The 5 pillars of building product-market fit B2B products

This five step framework can help you re-evaluate your perspective of your B2B product efforts and what to focus on next.

https://thenextweb.com/news/the-5-pillars-of-building-product-market-fit-b2b-products?ref=marketermilk

💭 Guess the riddle

I have keys, but no locks and no rooms. You can enter, but you can’t go outside. What am I?

Answer is at the bottom of this email

✍️ Content, 📱 social media, & 📩 email

The stages of awareness for your content strategy, how to brands can get the most out of social media, and using gratitude as a powerful ally for email marketing.

Use the 5 Stages of Awareness to Develop Your Content Strategy

Struggling to create content? Use the 5 Stages of Awareness to help you create the right content that converts.

https://arielylim.medium.com/use-the-5-stages-of-awareness-to-develop-your-content-strategy-59d2d4c52511/?ref=marketermilk

Three ways brands can boost the impact of social media conversations

Industry leaders use more valuable and impactful Twitter conversations to optimize their creative output and media strategy, and connect with their audiences.

https://adage.com/article/digital/three-ways-brands-can-boost-impact-social-media-conversations/2345926/?ref=marketermilk

Gratitude Is a Powerful Ally for Email Marketing

What marketers can learn from two simple words

https://medium.com/better-marketing/gratitude-is-a-powerful-ally-for-email-marketing-ca1f4b27dbc0/?ref=marketermilk

⚙️ SEO

A beginner's guide to ranking on Google, an advanced guide to ecommerce SEO, and the ROI of SEO.

Website SEO: the beginner's guide to ranking on Google | Webflow Blog

Proper website SEO will ensure you receive free organic traffic from Google. In this post, we'll show you exactly how to rank higher in search results.

https://webflow.com/blog/website-seo?ref=marketermilk

Ecommerce SEO: An Advanced Guide

The right ecommerce SEO strategy will improve online visibility, organic traffic and revenue. Use this guide to achieve greater SEO results.

https://terakeet.com/blog/ecommerce-seo/?ref=marketermilk

The ROI of SEO

Search marketers can't get our important work implemented if we can't prove that it's worth the investment to our higher-ups. With that in mind, Moz’s own SEO Manager, Kavi Kardos, is going to give you the numbers and the talking points you need to justify the return on investment of your SEO work.

https://moz.com/blog/the-roi-of-seo/?ref=marketermilk

🧠 Extra stuff

Branding’s Perfect 10 – Absolute Marketing

"The Heinz ketchup, the Oreo cookie, the Lego brick, the Coke bottle with its shape, the Apple Magic one-button mouse... These are representatives of brands with a power that exceeds their logo and advertising."

https://www.brandingmag.com/2021/06/04/brandings-perfect-10-absolute-marketing/?ref=marketermilk

10 thoughts on predicting future trends.
— George Mack (@george__mack)
2:40 PM • Feb 12, 2022

Thoughts on OKRs

OKRs are one of those business ideas that are just simple enough to be dangerous. You think you understand it in a day, and you can see where your company is falling short: lacking focus and underdelivering. You see how clear, measurable goals could improve the situation. Here’s the one sentence version: You set objectives, and for each objective come up with several key results that you can measure to see if you met the objectives.

https://joeblu.com/blog/2022_05_okrs/?ref=marketermilk

People evaluate emotionally and then rationalize their decision - Inverted Passion

Many evolutionary psychologists believe that reason evolved to justify our actions to strangers. This justification was necessary because strangers couldn’t take one another’s claims at face value. Such claims had to be backed with reasons to convince the other that one is not taking advantage of him/her. As we all know, actions speak louder than… Read More

https://invertedpassion.com/people-evaluate-emotionally-and-then-rationalize-their-decision/?ref=marketermilk

The Age of Anti-Ambition

When 25 million people leave their jobs, it’s about more than just burnout.

https://www.nytimes.com/2022/02/15/magazine/anti-ambition-age.html/?ref=marketermilk

📣 Ad from the past

Can we agree that Google Maps is better than Apple Maps?

(A GM ad from 1960)

💻 Website of the week

44 UX Case Studies To Improve Your Product Skills

See exactly how companies like Tinder, Airbnb, Trello, Uber and Tesla design products that people love. One new user experience case study every month.

https://growth.design/case-studies

🏝 Cool marketing jobs

Okay, that's it for now 🧡. See you next Tuesday (for real this time)!

What did you think of this newsletter?

"Begin by learning to draw and paint like the old masters. After that, you can do as you like; everyone will respect you." - Salvador Dali

Riddle answer: A keyboard