Ryan Baum

After you’re done with that, do this: 1. Note video styles that work 2. Go to JoinBrands  3. Hire a UGC creator or a few 4. Tell them to create in that style 5. Get videos featuring your product 6. Post them everywhere organically 7. Turn them into paid ads too Get the data. Make an informed guess. Test. Adjust. Start getting more sales. It won’t be easy, but it’s a lot more doable when you have the right tools. P.S. My UGC marketplace helps you find proven creators and get persuasive content made for affordable prices.  Hit the “visit my website” button to check it out.

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Today's buyers wear "ad blinders." They're becoming immune to ads and generic outreach. Two marketing changes I've made in response: (1) Less "polish" on ads. We all know webinar banners and LinkedIn ads before we even read them. I'm rethinking my design and formats to avoid being labeled "ad!" and getting ignored. Instead leaning towards "organic" look and feel. 2) More video content to combat generic messaging — specifically long form and intentional short form repurposing. I've invested in this the past 2 months and my audience and inbound has spiked. If you want to standout and earn attention, Goldcast is hosting a digital session called, Shaping the Future of Marketing with Video and AI featuring (Tim Duranleau (SVP Global Marketing, Medallia). Join to learn: → How to use AI to streamline video workflows → Specific strategies for increasing your engagement → New ideas for reaching your marketing campaign goals efficiently It’s happening on Thursday, May 23rd at 2pm EST I'll drop the registration link in the comments 👀

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Hot take: Whether you're in B2C or B2B, if you're not working with influencers, you are leaving 💰 💰 💰 on the table. Influencer relations ROI is more predictable and measurable than public relations ROI. It's the perfect blend of earned and paid media, offering the best of both worlds. A successful influencer relations campaign combines PR's third-party endorsement and storytelling with advertising's message control and creativity. See the comments for more on influencer ROI. #InfluencerMarketing #InfluencerRelations #ROI #PRMeasurement #Influencers #Marketing #Advertising #DigitalMarketing #RestaurantMarketing #CPG #B2BMarketing #B2CMarketing

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Know your audience and their behaviors.

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I drove over 113 job candidates to Demandbase. Despite rarely posting about the company. Most people know the value of Influencer Marketing, but not many people talk about the impact it has on recruiting. Lots of brands think there needs to be a clear CTA working with Influencers. "Try our tool!" or "apply here!" But people don't want to feel sold to. So Influencers who are associated with a brand (either an employee or an ambassador) can drive traffic and applicants from 1️⃣ Awareness I drove over 13k Accounts to my LinkedIn page over the past Q. And guess what? The Demandbase badge is on my profile. 2️⃣ Trust People follow influencers because they trust their opinion. 3️⃣ Aspiration For example, you see Brian LaManna hitting p-club each year at Gong, you may have an interest in working there and being successful like him. Having somebody who has authority and influence can make recruiting that much easier. That being said, Demandbase is hiring AEs 🙂 https://lnkd.in/ea4xB-wr

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I'm curious: how do you approach exclusivity in influencer partnerships? I've had a few conversations about it recently -- I'll start by sharing thoughts here. 1️⃣ First things first, exclusivity depends on the product type. It'd be super weird for an influencer to only shop at one clothing brand, for example. While, with other products, the opposite is true. One example I know well is a portable fishing sonar (👋 Valeriia!) There's really no reason to ever use two, and promoting two different brands is confusing for audiences, and damages credibility for the influencer. 2️⃣ Second -- not all exclusivity terms are the same. There's "full" exclusivity (no other sponsored content at all for a time), and "category" exclusivity (no competitor content), with varying scopes and durations. I think it's reasonable, and normal, to ask for 1-2 days without any other ads at all, with a longer period of avoiding competitors afterwards. (See my ugly sketch attached.) That gives the audience an ad-free break around your sponsored post, and prevents any conflicting posts for a reasonable period after. Or, if it's a long-term partnership, the category exclusivity would usually last the full duration. 3️⃣ Third, let's talk payments. Do brands have to pay for this? I think there should be a standard baseline of exclusivity because it just makes sense for everyone. (Again, with the caveat of applying common sense & considering the product type.) The influencer retains credibility, the audience isn't hammered with conflicting ads, and the brand gets more engaged eyeballs. Though, for longer or stricter periods of exclusivity, I think brands should pay. Remember, we are removing revenue opportunities for influencers by closing doors with other brands. And... how much? Honestly, I don't know. Would love to hear from you on this. Rochi did some digging and found some creator POVs: 👉 Kristen Bousquet, a creator monetization coach, says she charges 10–15% of the base rate per 30-day period of category exclusivity when it’s easy to stay exclusive, and ~50% of the rate per month when it's harder to stay exclusive, e.g. fashion/beauty. Source: https://lnkd.in/g_Tk5Jrr 👉 Food creator Elena (@curlsnpearlsss.eats) says she charges the full base rate for each month the brand requests category exclusivity. So, if you paid $100 for a post and require three months of exclusivity, that’s $300 extra. Source: https://lnkd.in/gQzh6nYp 👉 For beauty and fashion creator Jalyn Baiden, exclusivity charges depend on the timeframe. She shared that the minimum cost for any kind of exclusivity for her partnerships is $200. Source: https://lnkd.in/gaAtmY6S --- Would love to hear from brands and creators. What do you think about exclusivity? How do you handle it? #influencermarketing #influencernegotiation #influencerexclusivity

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It all starts with discovery. hacking the algo, scrutinizing over every stage of the funnel, strategizing each deliverable down to the moment the post goes live.... Not it. Truly understanding the art+science that is influencer discovery. The marrying of two brands to tell a cohesive, authentic (sorry, I still love this word), and impactful story. That's it. If you don't invest the time (and the right talent) into your discovery phase, the other stuff won't matter. The performance will suffer and the program won't ✨ sparkle ✨ #influencermarketing #brandmarketing #creatoreconomy

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If your podcast research looks like this... Podchaser Pro can help 🫶 - 5M podcasts - Reach estimates - Audience demographics - Links to social handles - Similar podcasts - Contacts by role - Keyword alerts - Save to lists - CSV export - PDF export All in one place (no more million tabs!). #podcasts #podcastdata #earnedmedia #podcastads #paidmedia #pr

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"Content marketers are not order takers. They’re strategic partners. They're storytellers and interpreters and deep thinkers who make their customers and audience the stars of the show." "No more treating 'content' as an isolated function that cranks out cookie-cutter, keyword-stuffed blog posts. Let’s pave the way for something better: top-notch content marketing that’s understood, advocated for, and bought into by leadership and the broader GTM org." https://lnkd.in/gJaRX6xp Excellent work from Brooklin, Rebecca, Sam, Sabina, and the whole team at Beam Content 💡. #contentmarketing #gtm #content

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Newsletters are of no use. Absolutely zero. 1. If your subscribers don't find value in what you’re sending. 2. If they don't anticipate your emails. 3. If they don't engage with your content. There’s no meaning in sending out newsletters if this is the case. Be authentic with your content, not generic.

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HOT TAKE: There’s no such thing as a viral strategy 😵 Period. That’s it. No SMM plans to go viral from their brand account. We’re usually just focused on the mission: 🧑‍🏫 Educating consumers 🗣️ Engaging them left, right, and center to create a relationship 🍿 Entertaining prospects by inserting their brand or product into relevant conversations And then boom, it happens. Or maybe it doesn't. This is just another reminder that going viral isn't a strategy, okay? Don’t listen to *anyone* that says or promises otherwise. --- Hi, I'm Robyn Nissim 👋🏽 A Social Media-obsessed millennial who made a career for myself forcing global brands online 💁🏼‍♀️📲 ❤️ Liked this post? 👀 Want to see more? Hit the + or 🔔 on my profile 🤝 Looking for support? I got you! Visit my website or send me a DM

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How I would drive more customers for Calendly if I were their content marketing director by using company-led content marketing. If you're new here, this is a daily series I'm running where I audit a new SaaS startup's company-led content infrastructure and share all of the mistakes they're making and what they need to do to turn their content into an inbound lead generator. The goal is to share insights and best practices for startups to drive more leads through content. So if you work at Calendly, this is for educational purposes only. Here are 5 highlighted issues I came across when auditing Calendly: 👉🏿 Their thumbnails have a consistent branding element with the blue and its design, but their thumbnails are not eye-catching. 👉🏿 The titles of Calendly’s videos are too focused on their own brand name instead of writing titles that will be able to rank for search terms non-customers would search for. 👉🏿 Only 1 out of their last 20 videos do not mention their brand name in the title. 👉🏿 Their video production quality is not consistent. They have several videos where the video production quality drops. 👉🏿 Calendly’s descriptions on their videos do not always have links to their sales pages or sign-up pages and when they do it’s not linked at the top of the description which is a best practice for increasing the conversions of your YouTube videos. Check out the video below to watch the complete audit. If you're interested in having a private audit done for your SaaS startup's company-led content infrastructure or want to work with us directly, comment down "Content" and I'll reach out to you via DMs. Or just DM me directly 😎 See you tomorrow! P.S. Tag a SaaS founder or marketer who needs to see this👀

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300% increase in newsletter open rates 3 steps Let's dive in For the past several months the team at AMP has been experimenting with every variable to increase our newsletter open rate. Honestly, I was becoming pretty discouraged as we were seeing minimal changes. All until 3 weeks ago. Step 1 - We tried another day and time (for the 15th time) but we also tried a new way of writing subject lines. Step 2 - We tried a new subject line formula based on, "This is what I am doing" So for example, these are our previous 3 subject lines - "Here is how I get past the Gatekeeper" - "This is how I book 20-30 meetings per month" - "3 ways I close the month strong" Step 3 - We started resending the newsletter on the weekend to the unopened segment which increased the open rate by 20% In total, our total open rate went from a discouraging 25% to an encouraging 65% We are 3 weeks in with a 65% open rate with only a 2% variance, meaning this is not a fluke. When I first got into the marketing game, I always heard the experts say "test, test, test", just keep testing everything. I now understand why, it can make all the difference. If you want to hear more specific tactics, dm me, I am happy to answer any questions. In the meantime, AMP Up

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My content team's mission is NOT to create -brand -pipeline -revenue (Those are goals) Our mission is to *Build Trust At Scale* Why? We know we need to win MIND share before we can win MARKETshare. It's much more powerful to 1. Earn attention 2. Build an audience 3. Convert trust into action That's how we think about growing brand, pipeline, revenue, etc. (I cover some of the "how" in the video below). If your content strategy is designed to build trust at scale, it's damn near impossible to lose. — Shout out to Mark Huber and UserEvidence for the convo and for building tech that helps marketing leaders do it with ease.

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Hot take: Likes and Follows are overrated metrics 😅 Endlessly posting content without getting sales is exhausting. Unless your service business explicitly sells attention (like media or influencer companies), these metrics mainly boost your ego. Now I’m all for community building and engagement, but you can’t pay your bills purely on follows. At the end of the day, your service business runs on sales and your content should focus on accelerating that process. Here are 4 metrics that your business should focus on in its early stages: 1. Impressions - How many people are seeing my post? 2. Traffic - How many people are checking out my profile or website 3. Conversions - How many people are signing up for my newsletter or booking a discovery call? 4. Sales - How many people are paying me? Don’t get too tripped up when people are not reacting to your content. Stay focused on these key metrics, and this will help guide your business to boosting its sales.✌🏽

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I’m convinced that the top 1% of marketers all have one trait in common. For context, I've worked directly with: - The former Head of Growth at Hinge - The first Director of Paid Media at Bombas - C-suite at publicly traded companies And the absolute best of the best all have this trait: An uncanny optimism around problem solving. Let me explain. Anybody can point out problems, it’s not hard. In fact, most people do it lol. But I’ve noticed that few marketers can consistently, - propose solutions - test them quickly - have the willingness to work until they find something that works. It’s hard to teach that. It’s just something people are wired for.

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A 2-week hiatus offered the perfect opportunity to purge the inbox. In the spirit of *actually good* content, here are the newsletters I actively open and read: 〰️ Content Folks by fio D. (https://contentfolks.com/) 〰️ Contentment by Tracey Wallace (https://lnkd.in/eyf-qBiC) 〰️ Ann Handley, the Queen of Content (https://lnkd.in/ew6GcMrV) 〰️ ALL IN - SaaS Marketing Community, my fav community run by Brendan Hufford (https://allinhouse.co/) 〰️ Exit Five, community by Dave Gerhardt (https://lnkd.in/eN8Aankn) Why do I love these newsletters? 🫶 Well, the entire tone and vibe is very casual and conversational. I feel like they are addressing me individually and directly. It doesn’t feel like I’m reading a newsletter, it’s like opening an email from a friend. Many of these offer stories or they’re starting conversations and invite you to join. And they often share very personal anecdotes, struggles, etc. so I feel more connected to the author. Speaking of author, each of these is clearly written and sent by a real human—not a ~marketing team~. The sender is the author, there are real pictures of the author in the email, and the “reply to” actually works and you can write back and engage with the sender. Imagine that! They also share a ton of content that isn’t from their owned sites. It’s articles or updates from other sites, communities, etc. or even links to hot conversations happening in the community. Or, simply put, it’s not self promotional. It’s genuinely helpful, entertaining, and sometimes even cathartic. My struggle is their struggle. We’re all in this together. Interesting observation—these are all individual creators and communities. SparkToro, Chili Piper, and Mutiny come to mind as companies that have strong newsletter game. I'm not currently a customer of any of these companies, but they're still allowed in my inbox because the content is relevant and the delivery is relatable. And, they've never crossed the line of trying to cold sell me. They're not abusing my data or the right to my inbox. - Gotta love a good purge 😎 Who else is crushing the email game? Any great creators or companies to add to my inbox? #B2BMarketing #EmailMarketing

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