Welcome to the 1078 new marketers and founders who joined last week!
This week we're covering CRO, TikTok, and affiliates.
Together with Vidico.
If you asked us what type of content we'd bet on for the back half of 2022 (and beyond), you'd get a clear answer: Video.
Ads, landing pages, organic social—quality video content racks up engagement and conversions.
But creating great video content isn't easy. Some products are notoriously hard to communicate. And even after endless revisions, you're left with videos that don’t perform.
Vidico is solving this problem.
Vidico is the production company that helps you acquire more customers through video. They make the production process ridiculously easy, and you get effective videos to communicate your product’s value props with a high degree of precision, and creative flair.
Vidico is offering a free video strategy session so you can learn exactly what kind of video content is right for your product and marketing strategy. No commitment—you'll walk away with insights about what's working in your space, and suggestions from video pros that have worked with the likes of Square, Spotify and Airtable.
If you decide to work with Vidico after, you'll also get $500 off their first video project.
Grab your free strategy session here (exclusively for Demand Curve readers).
Want to sponsor Demand Curve? Here's everything you need to know.
If you work in SEO, you know Clearscope. Thousands of marketers use it and love it. And it generates millions in revenue annually. We spoke with founder Bernard Huang about how he grew Clearscope. He shared his insights—use them to grow your SaaS startup.
We've included the first half of the piece at the bottom of the newsletter. Scroll down to dive in, or read the full piece here.
Insight from Marketing Sherpa.
Concise, simple landing pages generally convert better.
For instance, it’s best to eliminate any unnecessary copy, creative, and CTAs.
But less isn’t always more. Take a look at this experiment.
A law firm created two variations of a landing page:
The form got very few submissions. But the variation with the form generated 53.2% more calls than the variation without it.
The reasoning behind this: Forms act as a visual prompt for action.
Though both variations used the same primary “call” CTA, the inclusion of the form made obvious to leads—even people skimming the page—that the next step is to get in contact.
Based on these results, it’s worth testing how conversions are affected by the presence of a form. For example, if you have a landing page with only an email address or phone number, consider adding a form.
You can quickly validate TikTok ads with zero ad spend.
Organic learnings happen fast. You'll know in 48 hours whether a post is a flop or poised to go full-throttle. Once you have a winner, pulse it with Spark ads to amplify results.
Here’s the framework:
1. Define your ideal follower. Who and where are they? What content do they desire?
2. Create and publish content. Make your content searchable so that when people search for keywords in your niche, they find your videos. Make it great so people share.
3. Evaluate performance. After you publish content, track KPIs over 24-48 hours to gauge potential:
4. Run your best content as Spark ads. When you post organic content on TikTok, the algorithm determines who you reach. With ads, targeting lets you control who sees your content. The point of this step isn’t to rely on ads, but amplify proven content to accelerate growth.
The additional bump in views and engagement should help TikTok’s algorithm amplify your content, getting it in front of the right people.
Insight from Bell Curve.
Affiliate publishers aren’t robots.
Just like your customers, partners, and colleagues, they’re humans. Meaning: They’re driven by connections and emotions.
If you build relationships with them, you could see a sizable bump in your affiliate sales.
Try this. It’s a proven tactic that 99% of marketers (an unscientific estimate) don’t do.
That’s one tactic. But think about other ways you can develop relationships with affiliate publishers. For instance, you could offer them free items or coupons. In a previous role, one of our Bell Curve growth strategists sent his affiliate partner wine coupons. Sales skyrocketed.
Most companies work with affiliates through platforms that programmatically make your ads appear on affiliates’ websites. But the people behind the platforms are the ones who click the buttons that can make those ads show up more than anyone else’s. Strengthen connections with them, and you could grow your sales.
If you're looking for a top growth role, check out the opportunities below from our job board.
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Who's Demand Curve? We’re who marketers and founders rely on to solve real marketing problems. We skip trends and fluffy stories and only share high-quality, vetted, and actionable growth content from the top 1% of marketers.
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See you next week.
— Nick, Grace, Joyce, Dennis, and the DC team.
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