Category Archives for Information Marketing

Getting more people to open your emails

We’ve aggregated the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.

This is how you’re going stay up-to-date on growth marketing tactics — with advice you can’t get elsewhere.

Our community consists of 600 startup founders paired with VP’s of growth from later-stage companies. We have 300 YC founders plus senior marketers from companies including Medium, Docker, Invision, Intuit, Pinterest, Discord, Webflow, Lambda School, Perfect Keto, Typeform, Modern Fertility, Segment, Udemy, Puma, Cameo, and Ritual.

You can participate in our community by joining Demand Curve’s marketing webinars, Slack group, or marketing training program. See past growth reports here, here, here and here.

Without further ado, onto the advice.


Improving engagement for drip emails

Based on insights from Matt Sornson of Clearbit. Lightly edited with permission.

Personalizing your marketing emails increases conversion. But doing so at scale takes a lot of effort. Here’s how to get around that:

  • Run lead generation ads to your blog posts and to other long-form content on your site. Then tag users based on the posts they’ve read. Plus, prompt them to fill out useful quizzes. Store their quiz answers.
  • Push their engagement data into an automated emailing platform like Customer.io. And enrich their contact details with Clearbit to discover their job title and the industry they work in.
  • Now you can send automated yet personalized drip emails based on a person’s role, company, and interests. This results in higher conversion rates. Show recipients you know who they are and what they care about, and you’ll seem a whole lot less like spam.

Improving cold email response rates

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Netflix has revolutionised television. But is its crown starting to slip?

Below-par subscriber numbers last week were bad news for a service that must keep growing to survive. How will it respond?

The rise of Netflix has torn up TV schedules and destabilised Hollywood, but last week it was the streaming service’s turn to be shaken. Shares in the maker of Stranger Things and The Crown suffered their biggest drop in two years on Monday after a surprising failure to hit subscriber targets.

A torrent of Netflix-produced content – 700 original TV shows and 80 films this year alone – has kept the fans rolling in and made Netflix a darling with investors. But last week’s figures revived doubts about the US company’s business model. Here are some of the challenges that Netflix must address if it is to sustain its $165bn (£127bn) valuation.

Subscriber growth

Netflix stock fell more than 14% in after-hours trading on Monday after the company missed subscriber growth forecasts for the second quarter by 1 million. The company still added 5.2 million new users globally, which, given its base of 130 million, hardly feels like a crisis. However, the Netflix investment case relies on remaining in constant high-growth mode, and that means continuing to be able to acquire new subscribers steadily, quarter after quarter. And that is getting tougher as the “easy” subscribers in the US and major western markets have mostly been converted.

“Netflix’s big challenge is maintaining growth worldwide while its customer base saturates in core western markets,” says Richard Broughton, analyst at Ampere. “Netflix is having to work ever harder to gain new subscribers.” The low-cost nature of the streaming service – a premium subscription costs £9.99 per month in the UK and $13.99 in the US – means that it needs inexorable growth to pay for its content. Must-watch shows and films beget happy customers and draw new subscribers, which helps pay for even more content. Netflix’s content budget is $8bn this year alone – it costs a lot of money to attract a Hollywood star such as Will Smith to a sci-fi film like Bright – and in recent years it has been raised by about $1bn annually. Netflix is stuck in a costly and precarious cycle.

Kelly
Disney intends to withdraw all its content, including the Star Wars films, from Netflix as a prelude to setting up its own video-on-demand service. Photograph: Jonathan Olley/AP

Debt

Netflix is running up substantial liabilities as it struggles to bridge the gap between revenue and the spiralling cost of content. Ampere puts Netflix’s total liabilities at $30bn-$33bn, with debt about a third of this, while the majority is programming commitments. Its debt mountain has grown from $300m as recently as March 2016 to almost $9bn at the end of the second quarter this year. In April, it issued its fifth bond in three years, which added $1.9bn in fresh debt.

Netflix declares a profit – expected to be about $1bn this year – because it is able to spread the costs of making shows over a number of years. Its total streaming obligations, for making and licensing TV and film content, will cost it $18bn over the next few years. It also has $3bn-$5bn in costs it expects to pay relating to “traditional film output deals or certain TV series licence agreements where the number of seasons to be aired is unknown”.

The growth machine is struggling to keep up. Netflix expects a negative free cash flow of between $3bn and $4bn this year, meaning the amount its spends on content, marketing and other costs in 2018 will exceed what it earns from subscriber revenue ($16bn) by at least $3bn.

Rivals

In the early days of building a streaming empire, Netflix was able to get hold of the rights to TV shows and films on the cheap. Rights owners and future rivals had not identified the global potential of subscription video-on-demand rights, and Netflix prospered. The value of those rights has now spiralled, which has pushed up Netflix’s content budgets and fuelled its drive to produce its own content.

This strategy is also designed to help maintain Netflix’s popularity as some partners withdraw content because they now see Netflix as a threat to their own ambitions. Last year, Disney said it would pull all its content from Netflix in the US – including the Marvel superhero films, Star Wars, Pixar films such as Toy Story and big hits such as Frozen and Beauty and the Beast – as it tries to launch its own rival service.

Disney’s $71bn bid for Rupert Murdoch’s Fox, which includes the studio behind films such as X-Men and Deadpool and TV shows such as The Simpsons, is a move to control crown-jewel content to supply its service and further starve Netflix.

In addition, although Netflix’s huge budgets – the first series of The Crown cost £100m have opened up a new golden age of television, they have also stoked inflation for top on-screen and off-screen talent, with rising costs further fuelled by competition from Amazon and Apple. “Netflix has invested big and inflated the market for scripted drama, but this is classic unsustainable bubble territory,” says Tim Mulligan, analyst at MIDiA Research.

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Youth-oriented shows such as Thirteen Reasons Why have been a hit, but teenage viewing habits are changing. Photograph: Beth Dubber/Netflix

Young viewers

Netflix is doing fine against traditional TV companies. Earlier this year, the BBC revealed that 16- to 24-year-olds spend more time with the US streaming service in a week than with all of BBC TV, including the BBC iPlayer. Youth-targeted shows such as Stranger Things and Thirteen Reasons Why have been major hits, but Netflix faces some of the same pressures caused by the rapid generational shift in viewing habits.

The BBC’s research found that more than 80% of children go to the Google-owned YouTube for on-demand content (half also go to Netflix). Last week, media regulator Ofcom revealed that 16- to 34-year-olds spend more time watching non-broadcast content – such as streaming services, catch-up and on-demand TV – than traditional scheduled TV. YouTube was again found to be the biggest winner, accounting for the highest proportion of non-broadcast viewing in the age group.

The BBC’s research found that children aged five to 15 spend more time each week online (15 hours and 18 minutes on average) than they do watching conventional or streamed TV (14 hours). All media is now in competition for attention, and online it is the Facebook-owned Instagram and Snapchat that are currently dominating the attention of younger generations.

Moving into sport and news

A key part of Netflix’s rapid growth is that it is cheap: the most popular £7.99-a-month package is seen by many as a bargain for access to such a vast range of content.

Last week, Ofcom revealed that subscribers to streaming services such as Netflix and Amazon had overtaken numbers taking traditional pay-TV services such as Sky and Virgin Media for the first time. However, Netflix’s low-cost nature has meant that subscribers mostly choose to bolt it on as an additional option. Viewers mostly keep their main pay-TV subscription, which is more expensive but provides wider content such as exclusive football and news services.

Some analysts believe that Netflix needs to develop its content offering and become more like traditional TV companies in order to become a “must-have” service. “Netflix is the TV disrupter that everyone is watching to see what they do next,” says Mulligan. “To move to the next level they need to add global news and sport to their content offer.”

Doing so would also justify the inevitable price rises that Netflix is having to introduce as it continues the race to cover its costs. The company is already experimenting in Europe with a high-definition “ultra” subscription, which costs €16.99-€19.99 a month in Germany and Italy. Traditional pay-TV companies such as Sky, which originally built its business on exclusive Premier League rights, charge up to £100 a month, though this also includes costs for landlines and broadband.

“Netflix’s long-term strategy is that it has to increase its revenue from subscribers; it needs to move into those content genres to replicate the journey of traditional pay-TV companies,” says Mulligan. “You need a full suite of content if you want to be a real substitute, not just an additive service.”

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Netflix subscriber slowdown could mark streaming giant’s peak

Missing quarterly target may seem minor but is a concern for firm with a high-growth model

Netflix’s surprise failure to hit its subscriber targets stripped $30bn (£23bn) from its stock market value as investors and analysts expressed fears that the stellar global growth of the streaming service may have peaked.

On Monday night, the company reported it had missed its second quarter subscriber growth numbers in both the US and, most crucially, in the international markets it is now relying on for the vast majority of future growth.

The total shortfall of more than a million may not appear to be a big deal for a streaming service whose subscriber numbers have now past than 130 million globally and whose share price has soared 150% year-on-year to value the business at $172bn.

By comparison, the entertainment group Disney – which spans film, theme parks, broadcasters ESPN and ABC and is spending more than $70bn to try to buy 21st Century Fox to fight the Netflix threat – is valued at $164bn.

Even after four consecutive quarters of subscriber growth that comfortably beat forecasts, a single quarter miss for a company that needs to remain in constant high-growth mode has investors worrying about whether the Netflix peak has arrived.

“This was always going to cause jitters among investors from a company that’s spent so heavily on content in order to boost its subscriber numbers,” said Joshua Owen, a senior trader at Ayondo Markets. “The question for investors is whether this is a blip or something more structural within the video streaming landscape.”

The Netflix juggernaut relies on maintaining rapid global growth to continue paying for the content that is its lifeblood – $8bn on 700 original TV shows and 80 movies this year alone. If the slowdown in subscribers persists, the company’s already pressurised business model could break.

Netflix is on track to make $1bn in profits this year. But the company continues to spend much more than it makes and competition against rivals such as Amazon and Apple is intensifying, forcing budgets ever higher for the best content and talent to win new subscribers.

Netflix expects a negative free cash flow of between $3bn to $4bn this year, meaning the amount its spends on content, marketing and other costs in 2018 will exceed what it earns from subscriber revenue ($16bn) by at least $3bn.

In April, the company issued its fifth bond in three years to help finance its activities, adding $1.9bn in fresh debt.

Its debt mountain has surged from $300m in March 2016 to $6.5bn. And it has committed to spending $17bn to making and licensing TV and film content over the next few years.

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The California-based business that started out as a DVD rental outfit two decades ago has in recent years been viewed as a digital startup, making it hot stock with investors, which has, for the most part, kept it insulated from negative market sentiment and scrutiny.

“The company is still burning cash and piling up debt as it funds the development of its content library and thus customer acquisition,” said Russ Mould, investment director at AJ Bell. “Even some 21 years after its creation, Netflix [still] cannot generate the cash that ultimately pays the bills.

“The question is whether Netflix is generating enough profit and cashflow to support its monster valuation.”

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How to work with top influencers and avoid ad blockers

We’ve aggregated the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.

This is how you’re going stay up-to-date on growth marketing tactics — with advice you can’t get elsewhere.

Our community consists of 600 startup founders paired with VP’s of growth from later-stage companies. We have 300 YC founders plus senior marketers from companies including Medium, Docker, Invision, Intuit, Pinterest, Discord, Webflow, Lambda School, Perfect Keto, Typeform, Modern Fertility, Segment, Udemy, Puma, Cameo, and Ritual.

You can participate in our community by joining Demand Curve’s marketing webinars, Slack group, or marketing training program.

Without further ado, onto the advice.

Editor’s note: This is the first of a new series of articles on startup growth tactics in 2019 for Extra Crunch. This first article has been unlocked for all TechCrunch readers.


Don’t abandon email unsubscribers. They’re still useful.

Based on insights from Matt Sornson of Clearbit.

You’ve launched a new feature and want to tell your audience about it. You can send an email to your newsletter subscribers, but how do you reach the 20%+ who unsubscribed? Most people mistakenly consider this audience to be a lost cause.

  • Create a custom audience of all newsletter unsubscribers on Facebook.
  • Run ads announcing the new feature to that audience.
  • Now you’ve reactivated people who at one point had an interest in your product — instead of forever ignoring them.

Tips for effectively working with influencers

Based on insights from Barron Caster of Rev.

  • Create a referral system for influencers: Influencers who sign up others get a % of their sales or signups. This makes a mini-pyramid structure and turns your influencers into a salesforce. Why is this important? Some influencers don’t actually sell products, but just sign up tons of other influencers. Find these people.
  • Get everything you can out of an engagement (e.g. permission to use them as a testimonial for emails, social proof, etc.).
  • Working with influencers is a relationship-building game:
    • Actually go to conferences to meet influencers.
    • Treat influencers like royalty. Surprise them with gifts like flowers/donuts. $100 to send a gift can pay hefty dividends if they like your brand more and share that with their followers.
    • Give influencers a tangible benefit to share with their followers. They care about their followers and want to beneficially incentivize them to click on their link and buy with them.

More tips for working with influencers

Based on insights from Cezar Grigore of Tremo Books.

  • Geo rollouts: Your ROI increases when a bunch of influencers in the same category / region share your product within an interval of 2-4 weeks. It gives the impression that everyone is talking about your product.
  • Initially focus on influencers with 10-150k audiences. They’re smaller and more willing to accept bartered deals. There are enough influencers in this range willing to work in exchange for a free product. Most may not be producing results, but some work well, bringing in 50-200 customers within 24 hours. As you build up your following and reputation for your brand, it becomes much easier to work with more influential people.
  • It’s harder to cut deals with bigger influencers (100k-2M). Only about 5-10% of bigger influencers are willing to work on an affiliate basis (e.g. $10/customer).

Overcoming ad blockers that screw up your conversion data

  • Ad blockers can block FB’s tracking libraries and underreport ad conversions (even by 50%). The trick? Consider using the static IMG FB pixel — not the JavaScript one — which ad blockers don’t appear to block. — C.
  • Here’s another ad block workaround: You can extract UTM tags from the URL then save them into LocalStorage using JavaScript. Next, send that stored data plus the user’s on-site conversion behavior to a custom backend that, inherently, will circumvent ad blockers. Just be diligent about ensuring your marketing links all have UTM tags. —Neal O’Grady of Demand Curve
  • Remember that the use of ad blockers varies heavily by audience and device type. Depending on who your audience is, ad blockers can either be a huge problem or a non-problem. —Neal O’Grady of Demand Curve
    • So, for example, few people on mobile have ad blockers. Not much of a problem there.
    • However, on desktop, up to ~75% of millennial gamers and techies may have it installed.
    • In contrast, on desktop, maybe only 25% of middle-aged Americans outside of tech hub cities may have it installed.
    • These are hand-wavy numbers. Google for specifics.

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What Content Marketing is All About?

What Content Marketing is All About?

content-marketing

Content marketing facilitates creation and distribution of engaging content in front of its viewers / readers. In the process, it obviously helps to leave a positive impact in the minds of the present as well as potential customers. Therefore, it’s vital for activities such as lead generation, branding, and sales. Effective content marketing also increases the trust and awareness levels of your…

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PRESTO: 6 Steps To Crafting Effective Content

Author: mrstrongest

PRESTO: 6 Steps To Crafting Effective Content

Did your mother teach you that it’s wrong to eavesdrop? Alas! Dear old mom was mistaken– it’s something a good content marketer has to do. It’s all part of creating effective content. Content isn’t effective unless it engages your target audience (= prospective customers). And you can’t hope to engage people unless you know what interests them– including their problems and concerns. Which brings…

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Author: mrstrongest
 

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Ways To Have A Profitable Content Marketing Campaign

Author: websitesdepot

Ways To Have A Profitable Content Marketing Campaign. #ContentMarketing, #contentproduction, #MarketingExperts

Ways To Have A Profitable Content Marketing Campaign

You spent the time to create quality content to wow your audience. So, you set aside hours of your day to review and revise it. You might have paid someone to edit your content. Now that your final product has been published, you expected great results. Unfortunately, you only got minimal traffic. You may have received leads, but they do not convert.

Now, you are frustrated because, after days or…

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10 ways to get more visitors to your website

marketing-agency-wordle-2

10 ways to get more visitors to your website

If your website traffic has actually suddenly pertained to a stand-still, you could have to provide your website a promotional jump start. This is actually directed to Post Marketing (among the most effective markets around) however can easily actually be applied to anything. Right here are a couple of methods to grab your traffic flowing again.
1.Purchase hits with your website. Spend for targeted hits to your web site. You can easily do exactly what is called “pay every click” advertising. This is where you pay search engines every tine some one clicks regard your link with your web site. A terrific conveniences to this is it nearly immediately receives you visitors. 2.You can easily additionally send out an advertising email to the opt-in email list you Ought to be developing by providing free of cost reports or courses to your visitors. 3.Pay your competitors a flat fee to email your promotional supply to their lists. This is a terrific method to construct relationships along with your competitors. 4.You can easily do exactly what is called a Joint Venture. This is as quickly as you pay a person a commission regard sales as quickly as they email your promotional supply to their email lists. 5.You can easily Spend for marketing regard a person else’s website by paying a flat fee up front to position an ad, banner or link regard the site. 6.You can easily Spend for marketing by providing a commission to your competitors or any person regard sales as quickly as they position your ad, banner or link regard their site. 7.You can easily submit your website to search engines along with your keywords and website description. 8.You can easily submit your link to various other websites, and in return, include them to yours. 9.You can easily write a free of cost report or road to provide away to various other web sites in your doubt and enable them to position an affiliate link inside (so they have actually an incentive to provide it away), and provide that away with free. If its great information, it will certainly spread enjoy a virus. This marketing tip is referred to as “viral marketing”. 10.If you have actually great material you can easily have actually a good marketing edge due to the fact that people will certainly discuss the website due to the fact that the saw it. You can easily additionally supply affiliate services so your customers can easily earn commissions as quickly as they refer some one to Purchase your product . These Ought to provide you some great pointers to grab much more traffic, and possibly also spark some pointers of your own! finest wishes, Victor W.
Author: nawnotme2

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