Marketing Strategy

Marketing Automation Tools & Facebook ad Retargeting Tips for 2018 – Growth Insights #10

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Hey everybody and welcome to Growth
Insights number 10. Excited about this episode we have a lot more tools than we
usually do this episodes gonna be a little bit longer than they usually are,
I promise you that the next episode will come in a much shorter amount of time,
let's kick it off. we've been obsessed with LinkedIn for the past year so let's kick off with some LinkedIn automation tools Thanks to Quinton for this one we've tried a lot of LinkedIn automation tools and we talked about duck soup a couple of weeks ago,
this new one is even simpler to use but meet Leonard you simply select your
search criteria, age, name, industry, job position, geography and then you can auto
connect with people it's free to use until February 2018
so jump on it and find out if you like it, and of course don't abuse it or
you'll get blocked by LinkedIn.

Now if you want to build your own personalized
customized automations we've talked a lot about tools like IFTTT or Zapier.
Well here's a new one Tampermonkey is a tool that will allow you to build
automations on your computer without a single line of code with a very very
simple interface. It's especially interesting to have a look at the large
library of scripts that they have available so you can build your
automations, use available automations and show off to your developer friends.
Jim let us know that Facebook Messenger now offers a live chat function, it's
actually pretty powerful and one click is enough to keep engaging with people
after they chatted you for a first time.

Think of the implications you no longer
need to grab email addresses once they start chatting with you you're then on
their facebook messenger feed and you can continue the conversation. Speaking
of Facebook Messenger this one shed by MIDI a while back is actually pretty
sweet. If you have a Shopify Ecommerce store, you can actually now read target
customers directly in Facebook Messenger if they abandon the cart. Last time we
talked to MIDI this had increases conversion rate on people who abandon
cards by 13%. Now this one is specifically for Shopify but as we mentioned
in one of the earlier episode you can also do this on any web site, the one we
mentioned last time was speaking of chats, did you know that
something like 98% of chat bots are not even bots,
they're just conversational interfaces with decision trees, yes no, this or that.
Now those decision trees although simple they take a lot of time to build, so
thanks to Ferdinand for sharing this pre-made collection of chat bot

So if you're thinking of testing a conversational onboarding on
your site, maybe a conversational lead generation on your site, a little bit
like we do on our site and you don't want that experiment to take too long to
set up, this can be great for an MVP. They've got all sorts of templates, lead
generation, travel bookings and even ordering cake. Now while we're still at the top of
the product funnel of the sales funnel we know that user onboarding is one of
the most powerful ways of getting people to engage with your product.

How do you
improve onboarding? Usually through some usability testing. Now traditionally
usability testing is very simple to do on desktop but it's been much more
difficult to do it on iPhone, why? Because it was impossible to record the screen
of your iPhone, you would actually have to film their screen with an external
camera, which meant that typically we couldn't do this remotely. So some
exciting news is that with the new iOS this has changed,
you can now directly record your Apple screen to make a little video out of it,
you can see how somebody engages with your platform, your website, your product
or your app directly on their device.

What's even better is you can also
record their voice as they use the interface and as they think out loud
about what they're feeling when they use your product. Now if you're on desktop
doing usability testing the big craze in 2017
was screen recordings. Our favorite tool for that is Hotjar, however here's
another cheaper alternative that you might want to try that only cost 17
bucks per month. It's called smart look and thanks to
Ferdinand for sharing this.

2017 was also the year where growth marketeers,
growth people, worked hand in hand with product teams. It feels like we're slowly
dissolving the line between marketing and product. Marketing and product are no
longer two different things. Now if you want to get more into the brain of
people who build great products it's interesting to look at their frameworks,
what are the models and processes that they use to build great products? Thanks
to Peter for sharing this great resource called product-frameworks where you're
actually going to go under the hood of how some of the best products in the
world have been built, here are some of my favorites. What's funny is that you'll
see that a lot of the processes that are used are actually very similar to what's
described in the amazing book lean UX. Now speaking of products, if you're
thinking of taking the step and actually becoming a developer, I've actually got
some pretty interesting insights for you about those coding boot camps that are
sprawling around the world. shared some very interesting data to
make it transparent what you can actually expect after you join one of
these boot camps. We were surprised to see that the salaries we'd expected
after these boot camps were a bit lower than we thought and the number of people
finding jobs was also lower and if like most of us you don't have time to do a
boot camp, maybe this will help, learn the basics of JavaScript through a small
video game. Now let's talk a little bit about machine learning. Five-Six months
ago we actually developed a world's first AI course for non coders. Yes,
that's actually possible and people come out of that course with a completely
different brain, it's like they're a completely different person, they see new
opportunities. Now our course is specifically focused on machine learning
for Marketing and growth. We found that one
blocker was people don't really know what the applications of artificial
intelligence and machine learning are for marketing and growth.

So in light of
this we've just released a maturity chart, this will allow you to see which
applications of AI and machine learning in marketing and growth are the most
mature, less mature and even less mature, which are the first steps that you
should take if you want to implement it in your strategy or in your organization.
The link is in the description as usual, have a look and if like Bernardo you
want to take things one step further to understand one of the recent
developments of AI and marketing in growth, check out those report, in it
you'll discover that more people are taking machine learning courses than
ever, computer powered speech recognition has just reached human levels, which might
not sound like it but that's a really big deal. It means that human speech is
becoming a new data source that AI can use and the number of jobs requiring AI
is growing like crazy but back to simpler things.

Here's a really nice
nifty tool developed by Unbounce and shared by Ferdinand. Ferdinand's really
on fire this time, it's called a landing page analyzer, we always think these are
a bit gimmicky but the results here were quite interesting and they allowed us to
make some quick modifications to our pages. Simply put your landing page URL
and it will give you some recommendations on improvements that can
be made, some of them are really really fast recommendations. This has been one
of my personal favorites as I've been working on so much content recently, this
Chrome extension allows you to, when you type in a search on Google, see the
actual number of searches that that keyword gets and how much it would cost
as a cost per click on Adwords.

The point here is that you no longer
need to go into the keyword planner, it's directly in your Google search, very
useful if you're in anything regarding content or search. Speaking of Google Job
has brought back an old friend, we all know the power of Google Display Network
when it comes to retargeting. Have you ever heard of Google web designer, it's a
little gem that's actually been in beta for many years now, it will simply allow
you to create Google Display Network ads directly in its interface, create some
small animations and then export them directly in all the different formats
you need for GDL. If you're doing any display check it out really simple to
use speaking of GDN – Google Display Network,
we do with a lot of retargeting on GDN, we needed benchmarks at some point to
know if we were doing good or not and we found them. In this gallery you'll find
some beautiful GDN benchmarks per country.

Ok, let's talk a little bit about
cold emailing. Before sending out a cold email campaigns maybe on leads that you
got on make sure to first run those emails
through Zerobounce, it will allow you to check emails for hard bounces at a very
reasonable price. Still on the subject of cold emailing, we
usually use Yesware and in Mixmax to send very small campaign directly from
our gmail accounts. The problem is that we pay quite a big amount for Yesware
and Mixmax tends to put logo in the emails. So a new alternative found by
Ferdinand is called Mailcastr, a simple free solution to track when your emails
are open and seen that you can send directly from your gmail account Now
cold emailing is going to take a serious hit in Europe in May 2018.

We talked
about GDPR in one of our very first episodes, it's kind of hard to navigate
so we've actually created a whole video around it, see what the implications are
for you as Growth or Marketeers. Okay, now for another subject sometimes we like or
the people we teach like to run experiments off brand. So sometimes
you're thinking of a new feature or new product you don't want to hurt your core
brand so you actually need to create a sub brand or a fake brand or a fictional
brand on the side to test that value proposition, test whether people would
even want that value proposition. Now when you build a fictional brand you
usually need to build a fictional logo, a fictional brand name and a fictional
identity. So now I want to share some tools that allow us to build that
identity in a very short amount of time. For the font of the name and the logo,
there's a really cool tool called logo joy, I actually built some identities in
like 60 seconds and here's another one shared by Paulo called Tailorbrands.
This one's really cool and I love all the beautiful mock-ups, it makes it feel
like it's been designed by a real designer.

Now if you actually go one step
further and you need to build a website you probably need a color palette. Colormind is used to inspire you, give you some color palettes and the best thing
of all is that will actually show you real time how that color palette will be
applied to a website, how it will look on the text, how it will look in the background, how it will look on the different sections. Okay and I'll go out on a limb, if your
fictional company actually works so well that you want to turn into a real
company you're gonna need a company culture. Here's a great collection shared
by Stephan where you can see the actual culture decks from some of the most
powerful tech startups in the world. Okay and still in the subject of culture and
design, here's a really nice collection shared by Stephan again, these are nice
links that you might want to bookmark as they're very large collections of
designer assets and resources. Finally one of our favorite scraping tools
Scrapely has a bunch of really cool new features, you can now scrape LinkedIn
groups, LinkedIn searches, Facebook groups, Facebook page likers, you can scrape
producthunt post up voters or even Quora topic followers.

As found on YouTube