✅ SMS compliant.

TikTok’s big plans for advertising, how to sell using comparisons, and more. June 27, 2022 [Read in browser]( [logo] [sponsor]( Good morning. You know, [Barry Hott makes an interesting point]( about copying ads you see in the wild… What works for a brand like Ritual may not work for yours. So before you copy/paste that cool ad you saw into your own ad channels this week… Make sure you understand its objective and how it actually performed. SOCIAL MEDIA Twitter + Snap = TikTok [article-image] Yes, that’s a real equation. TikTok was the most downloaded app in 2021… and it’s poised to [triple revenue by the end of this year](. Whoa, that’s big: Estimated revenues would make TikTok bigger than Twitter and Snap combined. And while TikTok has significantly fewer active users than Meta, it’s ahead of the game when it comes to growth and time spent on the platform. … And TikTok has big plans for advertising: At Cannes, company executives revealed [plans for attracting millions of advertisers.]( They’re keen to tackle Apple's privacy regulations with solutions like contextual targeting. Also, last week TikTok launched [a new attribution manager]( that helps you track ad performance over periods of time from 1 to 28 days, depending on how many touch points it takes for your product to convert. Why we care: TikTok appeals to a variety of demographics, and it’s catching up to Meta in size. With plans to make advertising as efficient as possible, TikTok could become a default paid advertising channel in the future. Speaking of ad channels… ADVERTISING The newest ad channel? Cars You don’t have to drive Formula One race cars to get sponsors… US rideshare drivers are trying to mitigate rising gas prices by [wrapping their cars in ads.]( Like driving a billboard: Turns out drivers can make as much as $600 a month just by… well, driving around. And car advertising companies like Wrapify and Carvertise have seen dramatic user growth since the start of the year, with more and more people choosing to plaster their cars with ads. Why we care: Car advertising could be a viable and affordable solution for marketers, especially for local business ads and time-sensitive ads. Might be worth taking this advertising channel for a test drive… SPONSORED BY WEGLOT Expand to new markets without the hassle of manual website translation [article-image]( Here’s what most businesses do when trying to enter a new market: They hire a translator to translate their content. They duplicate their website. And then they have to manage multiple versions of their website. This can work. But it takes a loooot of time. Internal bandwidth. And managing all those translated versions is definitely not a smooth process. [Weglot is the better option](. It’s a no-code website translation solution that lets you launch a multilingual website instantly and enter new markets fast! And if you’re wondering, yes – the translations are SEO friendly. [Weglot is the go-to for website translation]( and it has the results to prove it: - Jimmy Fairly, an eyewear brand, got 70% more website visits and increased their international turnover by 10 times! - Slidebean, a SaaS company, generated 200% more Spanish-speaking visitors and boosted their overall conversions by 30%. How much is a 30% conversion rate worth to your business? Spotify, IBM, Steve Madden, and 60k more rely on Weglot to translate their website, expand into new markets, and create outstanding business growth. [Join them and try Weglot!]( PRIVACY Is your SMS marketing program compliant? [article-image] Hey, SMS is an excellent marketing channel, and you’re wise to use it. Buuuut… as with every channel, there are rules. In this blog post, [Belén Loaiza Ruiz lists some guidelines]( for making sure your SMS marketing program checks all the legal boxes. Let’s look at the main ones… Location-based regulations. Depending on where subscribers are from, you’ll have different regulations to follow: - US: Telephone Consumer Protection Act (TCPA) and the CTIA’s guidelines (Cellular Telecommunications and Internet Association). - Canada: The Canadian Anti-Spam Legislation (CASL). - Europe: General Data Protection Regulation (“GDPR”). - United Kingdom: The UK GDPR and the Public and Electronic Communications Regulations 2003 (“PECR”). - Australia: The Spam Act 2003 and the Spam Regulations 2021. Look up the relevant regulations based on where your subscribers live. List growth compliance. Like email subscribers, you need users’ permission if you want to send them SMS texts. When they subscribe, inform them of the following: - Messages will have marketing/promotional content. - Messages may be sent via an autodialer. - Message frequency (For example: “Msg frequency varies”). - Opt-out instructions (e.g., Reply STOP to unsubscribe). - Help instructions (e.g., text HELP for help). [Here’s an example of a compliant SMS subscription form.]( Message timing. Send SMS and MMS campaigns between 9 am and 9 pm in the recipient’s time zone. The interval before 9 am and after 9pm is known as “quiet hours,” and messages sent during "quiet hours" are considered intrusive, even prohibited by some regulations.. Content. Include your brand name so people recognize who the message is from, and always include an opt-out option. There you go. If you want to make sure you’re covering all your bases, [you’ll find more in Belén’s post](. Are you yawning? We know, we know… Dealing with laws and regulations is boring. But it’s better than getting fined! SPONSORED BY ON DECK You’re just one virtual handshake away from a career breakthrough [article-image]( Having the right people in your network can accelerate your business or career growth at the speed of light. And that’s the goal of On Deck Marketing, a continuous community where you can exchange practical frameworks, talk through high impact decisions, and build meaningful connections. [When you join the On Deck Marketing community](, you can hang out with the growth and marketing heads of the best companies in the world: Apple, Reddit, Oyster, Webflow, and hundreds more. [Learn how to join this high-level network before their approaching deadline!]( THE CREW'S INSIGHTS A simple psychological lever for selling things Your product is great. But how do you get your customers to feel the same way? Educate them by comparison. Most customers won’t know exactly why your product is good until you show them. Here are a few ways to do that: - Work it into the header copy on your home and product pages. Don’t talk only about your product. Talk about how much more complicated life is without your product. Be specific—don’t make customers guess. - Create comparison tables. Many brands use competitor comparison tables. But you can also try creating tables in which one side shows life before your product, and the other side shows life after your product. This is less common, but it works. - Tell customers about problems they didn’t know they had. If you sell a product that solves a complicated problem, customers might not fully understand why they need your product in the first place. So tell them! Make a pitch for why the way they’re doing things today is problematic. Highlighting contrast sells. So start educating those would-be customers! ROUNDING UP THE STACK [COPYWRITING](: Finding a skilled and reliable copywriter is harder than scoring a gallon of gas for under $3.50. With Panda Copy, you get skilled content writers who will tackle your most demanding projects. Best of all, there's no crazy per-word pricing. [Just pay a flat monthly fee and get copy that generates sales.](* [INSTAGRAM](: The 4th of July is a time for fireworks, celebration, and… brands posting generic Instagram captions. Don’t want to be that brand? Good. This little guide can help you do something more original and valuable this year. [SOCIAL MEDIA](: Remember BeReal? The platform encourages users to be more authentic—and it has been downloaded over 1,250,000 times. Definitely a channel to keep an eye on… [GOOGLE](: Talk about dynamic. Google appears to be testing a dynamic keyword insertion in Shopping ads. For example, if you search for a material like “gold necklace,” Google will automatically place “gold” in front of existing product titles. Nice. [YOUTUBE](: How does the platform’s algorithm work? MrBeast breaks it down along with YouTube’s head of discovery. The main takeaway—make videos that people want to watch. Harder than it sounds. *This is a sponsored post BRAIN TEASER The more you take, the more you leave behind. What am I? You can find the [answer here](. [poolside-logo] POOLSIDE CHAT Who needs a treadmill when you have a bed? [article-image] Is it time to drop our gym memberships? Because [a recent study reveals]( that you can actually work out in your dreams. Okay, okay… maybe “work out” is a strong phrase. But it is possible to lose almost four pounds a month simply by getting an extra hour of sleep every night. That certainly makes us feel better about sleeping in on weekdays! SHARING IS CARING “Too much info in such a small space.”—a reader who unsubscribed Hey, not everyone likes staying up to date with marketing... It’s a busy industry! But smart marketers do—and there’s a chance you know a few of them. Would you take a few seconds to share our newsletter with them? In return, we’ll send you rewards when they subscribe. 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