Cart abandonment, unconventional subscribers, and 80/20 influencer marketing.

Greetings everyone. Spring is springing. AI is exploding. The economy is shrinking. The 20's really have been a strange decade thus far. And I'm excited to see where it goes from here.

One thing I'm sure of, is that the rate of technology will continue to exponentially increase. As will the amount of work that can be done per person. More people will start more companies and work for themselves. And we'll be here to help make the growth part a bit easier :).

Without further ado, this week we cover cart abandonment, unconventional subscribers, and 80/20 influencer marketing.

–Neal

Insight from Alex Llull.

What doesn't work: Just dumping a link to your newsletter in a post or your bio.

Mix up your strategy by trying one or more of these three creative methods.

1. Newsletter ad break – Twitter

Threads are all the rage (see the Something Fun today)—and they often end with a signup CTA. But people often leave before they get there.

So instead of making this CTA your final tweet, try plugging your newsletter in the middle. Example here.

2. Before-after – LinkedIn and Twitter

Share a new issue of your newsletter on these two occasions:

The day before you send it: Give a sneak peek of what it’ll cover. Tell users to sign up so they can find out more.
The day after sending: Broadly recap what your email covered. Then encourage users to sign up so they don’t miss the next one.

Here’s an example from Justin Welsh:

3. Leverage social proof – everywhere

Whenever you get a nice review/testimonial, take a screenshot and use it to promote your newsletter (or product!). Often, this causes your biggest fans to flock and give you even more reviews/testimonials to use too.

Katelyn Bourgoin does this a lot:

Go overboard with cart abandonment

Insight from Harry Dry and KetoneAid.

Here, let's just start with an image:

“I see you started an order but didn’t get around to completing it. Here’s a free one to try...”

When asked whether this tactic worked, KetoneAid's founder Frank said:

“The cost of posting a can is $10. People get hooked and buy subscriptions. And the lifetime value of a subscriber is $3,000.”

For a kinda strange new product that people aren't sure they're gonna like, they definitely want to try it before committing to a $79 12-pack.

This tactic does a few things:

Handles buyers' biggest objection—knowing if they'll like it.
Surprises and delights people—and as we've said, delight is the best way to build brand loyalty.
Gives them a coupon for free shipping to sweeten the deal further.
Humanizes the brand. Frank's upfront about it costing $50 normally. It uses his name and is written in first person (even the coupon code uses his name).

80/20 influencer marketing strategy

Insight from Stephanie Jiang.

We love nuance. But nuance sucks when you just wanna take action. Here's an 80/20 way to land on an influencer marketing strategy.

First, ask these four questions:

What exactly are you looking for from an influencer partnership? Choose only one: content, revenue, or brand awareness.
What’s your main KPI? $$$, subscribers, demos, eyeballs?
What’s your budget?
If you’ve got an influencer in mind, do they have a record of delivering on what you’re looking for?

Use these answers to choose which influencers to partner with for the best ROI.

Three guiding principles based on your main objective:

If you’re looking for reusable content, prioritize nano-influencers and small-time creators who can create TikTok-style ads for $200-$350.
If you want to drive revenue, identify macro-influencers with strong engagement—take a look at their comments to find this out. Expect to pay $10-$15k for 100k views on YouTube or Instagram.
If you want to increase brand awareness, you’ve got two routes:
Parade: Send your products to a lot of nano-influencers. This is ideal for companies that don’t have much budget but have low product costs.
Revolve: Identify a few big influencers (600k+ followers) for long-term partnerships requiring content creation. This is best for companies with big budgets and products that are too expensive to give freely in bulk.

There's a ton more nuance to every bulletpoint, but this is a great place to start.

News and links

News you can use:

Demand Curve has a fun campaign running this weekend with a chance to win a fun mystery prize. We'll announce it on LinkedIn/Twitter this weekend :).
Last week, TikTok CEO Shou Zi Chew told U.S. Congress that American user data would be deleted from company servers by the end of 2023. A potential ban isn’t stopping advertisers, though—75% of marketers plan to spend more on the platform in the next year.
Say goodbye to Twitter’s legacy blue checkmarks next month. Starting April 1, any account verified before Elon’s reign will also need to sign up for Twitter Blue or Verified Organizations (the company counterpart) to get the check.
You can now forward LinkedIn posts to multiple people (either separately or as a group chat), just as you might with a TikTok or Reel. Why this matters: If this metric gets added to LinkedIn's Post Analytics, it'd make another useful datapoint for understanding which of your posts are most engaging.
Is SEO dead? No, but it’s a very different world with AI writing tools. A satirical product review created in part by ChatGPT outranked objectively more helpful content in search results. We’re sharing this news as a reminder that yesterday’s SEO strategy may not succeed today. Prepare to change course as needed.

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