T-shaped marketers combine broad marketing skills with deep expertise,
allowing them to see the bigger picture, collaborate, and solve
problems
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TLDR
TLDR MARKETING 2024-09-23
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NEWS & TRENDS
WHY SOCIAL MEDIA COMPANIES KEEP COPYING EACH OTHER (2 MINUTE READ)
[4]
Social media companies frequently mimic each other's successful
features to stay competitive. Platforms are often trend-driven,
adopting popular formats to avoid losing relevance. Snapchat has
introduced a new vertical video feed that combines its Stories and
Spotlight, resembling TikTok's format. This follows Snapchat's past
struggle when Instagram copied its Stories feature, leading to a
significant growth decline for Snapchat.
HOW BREAKING UP GOOGLE COULD LOWER YOUR ONLINE SHOPPING BILL (6
MINUTE READ) [5]
Experts claim Google's monopolistic practices inflate advertising
fees, which are passed on to consumers, raising prices for everyday
goods. The antitrust trial illustrates how Google's dominance stifles competition, reduces innovation, and results in lower-quality ads
targeting consumers with irrelevant products. A breakup could promote alternative ad models that enhance privacy and improve ad quality,
benefiting both consumers and publishers.
¨
STRATEGIES & TACTICS
EFFECTIVE SOCIAL PROOFING STRATEGIES (7 MINUTE READ) [6]
59% of consumers report being more likely to buy from a trusted
brand. Sephora incorporates customer reviews on its product pages to
build credibility. Tripadvisor partners with influencers, using their
content for increased visibility, while NP Digital showcases recent
awards and client testimonials on its website to enhance trust. Huel
displays media logos from reputable publications that have featured
its products as social proof. Bizarro Devs leverages its subscriber
count to entice new sign-ups, showing a large following.
YOUR DATA IS A VIRAL TIME BOMB (3 MINUTE READ) [7]
"Data Bomb Marketing" involves repurposing internal data to create
engaging, shareable content that drives mass user engagement. Gong's
data revealed that the phrase "How have you been?" outperforms "How
are you?" in cold calls, leading to 25K+ shares. Spotify's Wrapped
campaign provides hyper-personalized stats to users, generating 60
million shares in 2022. Okta's annual "Businesses at Work" report,
featuring top-growing apps, garners widespread media coverage and
sharing by featured companies.
HOW LAST MONEY IN GREW THEIR NEWSLETTER TO $700K IN 14 MONTHS (4
MINUTE READ) [8]
Alex Pattis grew his newsletter, Last Money In, to 41K+ subscribers
and $200K in annual ad revenue in just over a year. Pattis identified
a niche in the special purpose vehicle space and consistently
published weekly content tailored to two target audiences. He secured
long-term sponsors through pilot programs, offering ad placements and
quarterly deep dives. For growth, Pattis generated buzz on LinkedIn
with mini deep dives and ran targeted Meta ads to attract subscribers. Additionally, he implemented a funnel strategy to upsell readers to
his paid newsletter, Deal Sheet, which achieved $500K in annual
recurring revenue through outreach and referrals.
¨¨
RESOURCES & TOOLS
ONE OF MY FAVORITE DEV MARKETING STORIES OVER THE LAST 10 YEARS: HOW
IPINFO USED STACK OVERFLOW TO DRIVE MILLIONS OF DEVELOPERS TO THEIR
PRODUCT (SPONSOR) [9]
In this post, the founder of TLDR and the web scraping tool
ScraperAPI shares his thoughts on developer marketing. If you want to
nail your go-to-market strategy like IPInfo, focus on niche spaces
where developers are already congregating, and approach them with a
genuine desire to help.
INK (TOOL) [10]
INK is an AI-powered tool that combines SEO optimization with content creation, helping improve organic search rankings while generating
high-quality copy. Its features include keyword research, keyword
clustering, and content creation.
SHELF IS A SOCIAL NETWORK BASED ON THE MEDIA YOU CONSUME (3 MINUTE
READ) [11]
Shelf is a social networking app that lets users create a
customizable "storefront" showcasing their media consumption,
including movies, books, music, and games. Users can connect accounts
from services like Apple Music, Netflix, and Spotify to automatically
update their digital shelves. The platform fosters deeper connections
based on shared interests rather than the typical social media focus
on photos and videos.
¨
MISCELLANEOUS
DEFINITION, VALUE, & POWER OF A T-SHAPED MARKETER (6 MINUTE READ)
[12]
A T-shaped marketer combines broad marketing skills with deep
expertise in 2-3 areas. This allows them to see the bigger picture,
collaborate cross-functionally, and solve complex problems. Marketers
can build this skill set by assessing their strengths and gaps and
reassessing as the field evolves.
THE GROWTH LEVERAGE MATRIX FOR STARTUPS: A FRAMEWORK FOR IDENTIFYING HIGH-IMPACT GROWTH DRIVERS (12 MINUTE READ) [13]
The Growth Leverage Matrix identifies effective growth levers based
on available resources. After brainstorming initiatives, assess impact
and effort, then prioritize high-leverage opportunities. Unique growth
drivers include personal networks, valuable product features, and
industry connections. Companies should refine their levers through micro-experiments and new data.
¨
QUICK LINKS
HOW DAILY ACCOUNTABILITY TURNED INTO A 7-FIGURE FITNESS EMPIRE (15
MINUTE READ) [14]
MyBodyTutor grew by focusing on client retention and reaching new
customers through PR, word of mouth, and content marketing.
THE "IDEA BAKE SALE" AND WHY IT'S A BAD IDEA TO HAVE ONE (3
MINUTE READ) [15]
An "idea bake sale" is a poor leadership strategy because it
abdicates responsibility and shows a lack of a concrete plan.
FACIALS BRAND GLOWBAR EXPERIMENTS WITH ITS FIRST ACTIVATION DEVELOPED
IN-HOUSE (3 MINUTE READ) [16]
Glowbar, known for its 30-minute facials, hosted a pop-up event in Philadelphia using a branded ice cream truck to engage locals and
announce its new skincare studios.
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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama
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[1]
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[2]
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[3]
https://a.tldrnewsletter.com/web-version?ep=1&lc=418d05fc-790b-11ef-9079-174a63be30d7&p=9affa6e2-798f-11ef-b933-ef9926806742&pt=campaign&t=1727089614&s=a6138488b61e9a4ec3f784fce8da8fbc3bc2024b2399ef1ae2536cd414a65b4c
[4]
https://links.tldrnewsletter.com/lyPMVl
[5]
https://arstechnica.com/tech-policy/2024/09/breaking-up-google-could-make-online-ads-less-terrible/?utm_source=tldrmarketing
[6]
https://links.tldrnewsletter.com/QKOq0N
[7]
https://www.marketingideas.com/p/your-data-is-a-viral-time-bomb-heres?utm_source=tldrmarketing
[8]
https://www.newsletteroperator.com/p/last-money-in?utm_source=tldrmarketing [9]
https://www.linkedin.com/posts/dan-ni_i-answered-99-stack-overflow-questions-and-activity-7242574497013211136-5RSp?utm_source=tldrmarketing
[10]
https://inkforall.com/?utm_source=tldrmarketing
[11]
https://techcrunch.com/2024/09/21/shelf-is-a-social-network-based-on-the-media-you-consume/?utm_source=tldrmarketing
[12]
https://cxl.com/blog/t-shaped-marketer/?utm_source=tldrmarketing
[13]
https://startupgtm.substack.com/p/the-growth-leverage-matrix-for-startups?utm_source=tldrmarketing
[14]
https://joinhampton.com/blog/how-daily-accountability-turned-into-a-7-figure-fitness-empire?utm_source=tldrmarketing
[15]
https://kellblog.com/2024/09/21/the-idea-bake-sale-and-why-its-a-terrible-idea-to-have-one/?utm_source=tldrmarketing
[16]
https://www.eventmarketer.com/article/glowbar-ice-cream-truck-philly/?utm_source=tldrmarketing
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