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Making Shoppable Posts Work for Your Business

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Making Shoppable Posts Work for Your Business

You’re a business owner who believes in their products and that the money and time put into them is well-spent; the long hours and countless courses have paid off and made you a master of your craft. Your time, however, is valuable, and it should be spent on things other than figuring out how to maximize your brand’s online presence.

You have products that outshine the competition and are what your potential customers are after. So, why not show them off and incentivize people to buy them on social media? After all, you’re not interfering with anyone’s user experience, you just appear in their feeds.

In this article, we’ll talk about what shoppable posts are and how you can get started with them, as well as how to target audiences with effective posts that connect your brand with customers on a deeper level by encouraging product testimonials.

What are shoppable posts and how do they work?

Listing products on your social posts as shoppable posts is a trending (but successful) way to encourage faster transactions from customers who will want to buy from you again. You can use platforms like Instagram, which already offer businesses plenty of opportunities to tell stories about brand identity, to let people buy your incredible products directly from you. Shoppable posts help potential customers avoid spending lots of time on research by getting a direct link to buy your product as well as a description about it that shows off your passion and product expertise.

At the time of this article’s writing, you can currently use Instagram as well as Pinterest to keep people from getting distracted or frustrated with their search results before they buy your product. Rather than your website, your Instagram or Pinterest account becomes the place customers go to make their purchases, which gets rid of the additional step of driving customers to your website from your social media. You can go to a brand profile on Instagram and tap ‘View Shop’ or tap the tags you see in feed posts to find and use shoppable posts.

Getting started with shoppable posts

Before you settle on using shoppable posts, you may want to ask yourself if you still want people checking out your website. If you also sell your products on Amazon or are using an Amazon webstore, an Amazon PPC agency can encourage people who may not have yet seen your products in their social feeds to check out your online store. Many agencies worth working with will also analyze things like PPC sales, CPC, and search frequency rank to give you a wider picture of how your business is doing in the marketplace.

Once you’ve figured out how you think shoppable posts could work for you, you’ll want to set yourself up with a business account. If you’re in the Instagram app, you can make the switch through your account settings. Remember to use Instagram’s latest version, too. Now all you need is approval to sell your physical product, which can take between 1 day to 2 weeks on average.

How to connect with the audiences you care about

The sky’s pretty much the limit when it comes to making your Instagram content shoppable, so if you want to target specific audiences you’re interested in, you’ll want to think about the type of content you want to make shoppable. There are plenty of ways to start researching your target audience if you need some help figuring out what products they’re looking for and where they get their information.

Attract knowledgeable people with knowledge of your own

One of the best ways to establish brand loyalty and trust among your target audience is by adding some personalization. Instagram lets shoppable accounts use live broadcasts to set up times to chat directly with people in a relaxed environment that encourages questions.

Live broadcasts give you the chance to take a deeper dive into your products and their backgrounds, which is helpful if you want to draw certain customers in with your expertise and experience. You can also tag your products during a live broadcast so that they appear at the bottom of your viewers’ screens.

Follow the data

Using shoppable posts gives you the ability to see data coming from whichever platform you posted on. If you have shoppable posts on Instagram, for instance, you can compare their data with data coming from your organic posts. If you notice that your shoppable post’s reach and engagement are lower or higher than that of your organic posts, you can fine-tune the description and photo it’s using to relate more directly to a target audience you have in mind.

Gain exposure with Instagram shop

You can take advantage of the fact that more people are hopping on Instagram to find new products they’re into by using Instagram’s shopping feature to gain more audience exposure. So long as your brand is using Instagram Shop, it’ll also get featured on the shop’s ‘explore’ tab, making it easier for you to gain exposure from people who may be interested in the products and services you’re offering.

Gear your posts toward people in browsing mode

When you open apps like Instagram or TikTok, you’re probably feeling relaxed and maybe even receptive to buying something that looks neat. By remembering that nearly half of the people using Instagram buy something on the platform every week and often enjoy being advertised to, you can generate more ideas for targeting people in “browsing mode”.

Will shoppable posts boost my brand?

Shoppable posts do a few things that get your online brand in front of more people who probably care about your products. For one, simply being on someone’s feed and popping up on it gets you in front of more people who would otherwise have never seen you.

Plus, being a shoppable posts sponsor further increases your reach and gets you seen by plenty of new eyes. Shoppable posts done well will give you strong reach on Instagram; you can also improve your organic reach with strategic hashtags that make it likelier for a wide audience to interact with you.

It’s important to keep visual appeal in mind when it comes to shoppable posts, too. You should avoid making your posts appear like blatant advertisements by making their aesthetics consistent with those of your organic posts. Visually appealing and finely curated shoppable posts will blend into the feed and appear more inviting to people scrolling.

Conclusion

Shoppable posts allow customers to purchase your products directly from your social media posts. Popular platforms for shoppable posts let users avoid having to research products; they can instead easily find a direct link to the item or service alongside a description of the item.

By doing this, there is a smaller chance that potential customers become frustrated with search results before making a purchase. Overall, shoppable posts are an effective way to showcase new products, promote sales, and create excitement around your brand.



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The Future of Content Success Is Social

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The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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7 Things Creators Should Know About Marketing Their Book

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7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

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Being position-less secures a marketer’s position for a lifetime

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Optimove Positionless Marketer Optimove

On March 20, 2024, the Position-less Marketer was introduced on MarTech.org and my keynote address at Optimove’s user conference.

Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess.

As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance.

Position-less Marketer does not mean a marketer without a role; quite the opposite

Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality. 

One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing.

The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively.

Navigating the spectrum: Balancing specialization and Position-less Marketing

Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view.

Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises.

They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes.

Drawing parallels, many related this to marketing functionality, with specialists excelling in their domain, but needing a more holistic perspective and Position-less Marketers having a broader understanding but needing deep expertise.

Some argued that neither extreme is ideal and emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape.

They highlight the need for leaders to protect processes while fostering innovation, citing Steve Jobs’ approach of creating separate teams to drive innovation within Apple. They stress the significance of breaking down silos and encouraging collaboration across functions, even if it means challenging existing paradigms.

Ultimately, these experts recommended adopting a Position-less Marketing approach as a competitive advantage in today’s landscape, where tight specialization is common. They suggest that by connecting dots across different functions, companies can offer unique value to customers. However, they caution against viewing generalization as an absolute solution, emphasizing the importance of context and competitive positioning.

These marketing leaders advocate for a balanced marketing approach that leverages specialization and generalization to drive innovation and competitive advantage while acknowledging the need to adapt strategies based on industry dynamics and competitive positioning.

Be position-less, but not too position-less — realize your multipotentiality

This supports what was noted in the March 20th article: to be position-less, but not too position-less. When we realize our multipotentiality and multidimensionality, we excel as humans. AI becomes an augmentation.

But just because you can individually execute on all cylinders in marketing and perform data analytics, writing, graphics and more from your desktop does not mean you should.

Learn when being position-less is best for the organization and when it isn’t. Just because you can write copy with ChatGPT does not mean you will write with the same skill and finesse as a professional copywriter. So be position-less, but not too position-less.

Position-less vs. being pigeonholed

At the same time, if you are a manager, do not pigeonhole people. Let them spread their wings using today’s latest AI tools for human augmentation.

For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists and bringing in specialists from different marketing disciplines will take a lot of work. We are at the beginning of this new era. However, working toward the right balance is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.

We are at a pivot point for the marketing profession. Those who can be position-less and managers who can optimize teams with flawless position-less execution will secure their position for a lifetime.

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