Shea Cole

Prospects decide in seconds if your message matters, so generic messaging is a conversion killer. Your homepage must be clear and accessible. The less someone needs to think or do, the better. A case in point is Fizz, a new mobile carrier in Canada. The homepage messaging is: Try the other side. We do things differently here. Everything happens online and when it comes to your plan, you’re in the driver’s seat 24/7. What does the "other side" mean to a prospect? Why would they care if Fizz does "things differently"? And why does it matter that I'm in "driver's seat 24/7"? Granted, there is a button "Mobile plans" below the homepage messaging but it's secondary player. The homepage "hero" section doesn't deliver. It's not until you visit the "Why Fizz" page that you see messaging about "fair prices" and "great savings," which matter in Canada's over-priced mobile phone market. It is an example of a company not putting its value proposition in the spotlight. To be fair, Fizz does a good job of highlighting benefits below the hero image on the homepage, which make it clear how it delivers for customers. If you're a new player without brand awareness, first impressions matter. You need to deliver your story right away and make sure it resonates. #messaging #brandpositioning #websitedesign #marketing #mobile   ----------------------------------------- I'm doing a workshop on May 10 at noon EST on how companies can optimize their homepages to drive more clicks and conversions. The link to register is in the comments.

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How many SaaS tools are you currently paying for without fully leveraging the data that they provide? My best advice when it comes to understanding the impact of your growth investments is to 𝐤𝐞𝐞𝐩 𝐭𝐡𝐢𝐧𝐠𝐬 𝐬𝐢𝐦𝐩𝐥𝐞. Relying on too many tools can actually impede growth. You can have the most elaborate data visualizations and intricate attribution analyses, but if you can’t operationalize those insights, they’re essentially useless. A straightforward model you can operationalize beats the “perfect” model you can’t operationalize, every time. I’ll give you one example. Trend management is an effective method for gathering insights. If your focus is on customer acquisition, you can rely on a Blended Cost per Acquisition metric to observe how it changes daily and weekly as you implement various types of investments. So, before investing in complex attribution, honestly assess your team’s ability to translate insights with what you already have into impactful optimizations. Simplicity is underestimated.

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My team at Moreno and I have been providing Commercial Due Diligence and other marketing audits for the last 5 years. We've found these audits incredibly helpful for portfolio companies post-investment. Check out our latest blog to learn more about our marketing audits and how they can support your scale-up journey 👇 #ScaleUp #MarketingAudit #BusinessGrowth #StrategicPlanning https://lnkd.in/ehUV-Sma

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Thought I'd share a major takeaway about #B2B marketing that I've learned at Pinch Marketing Inc: Not all great content performs well. After all, creating a highly engaging, easy-to-consume piece is only half of the battle for marketers. The other half is getting it in front of the right people in a way that makes a memorable impact on them. Unfortunately, content marketing can quickly become overwhelming once you factor in all the data, distribution channels, audience segmentation and constant need for fresh pieces. Plus, 56% of marketers are promoting their content without a plan. But a meticulously crafted strategy is essential for giving your team's content the attention it deserves and organizing related goals and timelines in an easy-to-manage way. To assist you in strengthening your approach to content marketing, here are some important best practices worth outlining in your action plan: ✅ Repurpose content in a multitude of ways, including incorporating shorter pieces into larger guides and clipping quotes and stats for social media or ads. ✅ Amplify content visibility by promoting it across all channels with your target audience, such as on social media, email, third-party sites and search engines. ✅ Encourage audience interaction around your content through questions on social media, contests, surveys and related events to get feedback and strengthen relationships with them. ✅ Include a variety of content formats, like ebooks, webinars, interviews, graphic ads, podcasts and standard articles. ✅ Audit and update old content and repromote evergreen pieces, which continue to be relevant. #ContentMarketing #marketing

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Siloed roles at performance marketing agencies aren't efficient anymore, and skillsets are rolling up into more broad "growth marketer" roles. How has your role changed over the last few years? #performancemarketing #marketingagency #marketinginnovation

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Regarding the Shopify agency landscape… As Shopify continues to move into the enterprise space, a handful of agencies will peel off from the crowd and thrive while the rest get stuck servicing the long tail of smaller customers. Agencies I talk to are quickly learning that the buying journey for enterprise clients is so different than small brands where senior leadership is part of every conversation. They’re also learning that other agencies aren’t their competition, the big system integrators are. My advice? Don’t think about the agency next door holding a better happy hour than you, worry about Deloitte’s partners that have existing C-suite relationships that started when they were getting their MBAs together at Stanford and how to meet them where they’re at. Focus on smaller projects with champions from specific departments to get in the door, not big bang re-platforms or digital transformations. Bring them enterprise-grade technology with partners that move the needle, not a shipping calculator. Prepare to show up with humility and justify your existence every day, they likely employ people smarter than you and your goal is to stay ahead of their next questions, not deliver the same old advice recycled from smaller engagements. Agencies that learn how to engage with enterprises are about to make a ton of money, the rest are going to flounder for a while as the Shopify Plus landscape shifts under their feet. Also, there’s nothing wrong with sticking with smaller brands. They move quickly, usually pay their bills on time, and you get to help the backbone of the economy (small companies and entrepreneurs) be successful.

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One of the most common questions I get when people DIY their website is: "How big should my images be?" One of the best answers is this excellent guide put together by Shopify, the eCommerce behemoth. https://lnkd.in/g-JS3dZk

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Why Your Gyms Ads Don't Work (Top 3 reasons) 1. You're selling a low barrier offer DON'T RUN YOUR "$21 for 21 days" And you're wondering why all of these leads churn so quickly. You're targeting the wrong audience, you want members that come to your gym for what you offer not how cheap you are. 2. You're not offering anything special Offer is one of the most important factors to get high quality leads for less than you're currently paying. Make an offer so good people feel stupid saying no and you will never worry about getting clients again... 3. Not testing is killing your gainz If you've been running the same ads for months upon months and your CPL is going up it's because people are experiencing banner blindness. This is when they're so used to your ads they don't even register it anymore. Test in order Creative --> Copy --> Lead capture method If you can fix the following 3 most common issues i've seen with Gym ads you will be getting more leads at a higher quality for cheaper (crazy I know right) If you want to see how we bring in high intent prospects with our Member Magnet System we will demo it for free on a quick 15 minute zoom call for you click the link below.

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That feeling when you’re heading into the weekend with nearly a 10x ROAS.. 🎉 For me, paid search falls into the “simple, but not easy” bucket. To win in the search results, I’ve found that it comes down to: 1️⃣ Targeting: Getting hyper targeted on a few high-volume, high intent search terms (unfortunately not every industry will have this). 2️⃣ Message Alignment: Ensure the messaging on your landing page (especially the hero) matches your keyword targeting and ad copy. 3️⃣ Reporting & Optimization: Integrating Google Ads with a CRM like HubSpot allows you to send lifecycle stage changes as conversion events, meaning you can feed data into the algorithm to optimize around MQL, SQL, etc. for better quality, AND you can see which keywords have better down funnel conversion rates. 4️⃣ Scaling: The goal is to maximize search impression share while balancing CAC/ROAS. As you increase budget, your audience will get more saturated and CPA will increase. Once you hit your ceiling, it’s time to focus on off-platform optimizations (e.g landing page improvements) and getting more strategic with increasing LTV so that you can tolerate a higher CAC. Like most things, the concepts are simple, but execution is not easy. PPC friends! What would you add to this list? 

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FERMÀT has done it again — Aaron Orendorff and the marketing team just launched another incredible, multi-part, free resource. If you’re stuck on how to drive better marketing outcomes (aka, your CAC is too high), this 3-part guide is for you.  What’s inside? 1) Ecommerce Funnels Guide, by Aaron Orendorff & the FERMÀT team - 124 pages of in-depth funnel analysis, featuring ecomm’s top brands - Hundreds of examples - Top-to-bottom templates 2) LTV Playbook: by Jess Chan & Longplay - 91 slides of step-by-step strategies for maximizing customer value - Segmentation strategy breakdowns - 7 email + SMS flows - 9 customer lifecycles 3) Purchase Flows Notion Database: by Andrew Durot & Ecom Experts - Purchase flow examples from 45+ leading brands - Analysis from ~$5K in purchases - 497 screenshots There’s so much value here, it’s actually difficult to describe. Proud of our team and thankful for our partners who helped make this project happen. Get it here: https://lnkd.in/gaUMt6Xu

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Ready to see real growth in your law firm? 📈 Our Google Ads management combines expert skills with Google's powerful platform to deliver outstanding results. Focus on quality, keep costs low, and put money right into your pocket. Elevate your Canadian law practice now! #GoogleAds #PaidAdvertising #LawShopMarketing #MarketingServices #SEO #WebsiteDesign #WebsiteDevelopment #Branding #LegalMarketing #LawFirmMarketing #SEOExpert #WebsiteDesigners #realestatelawyer #SEO #digitalmarketing #legalmarketing #onlinemarketing #lawfirmSEO

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How do you change Shopify's checkout to increase purchases? 🛍 If you're using Shopify, you know the checkout is pretty standard - limited flexibility - change a logo here, tweak colour swatches there. But since this page is one of the most impactful pages on your store, you have to push within it's boundaries by implementing these changes. 1. Simplify checkout steps to reduce friction and boost conversions. 2. Offer diverse payment options to cater to a wider audience. 3. Use free shipping incentives to increase order values. 4. Implement Google Autocomplete for faster and error-free entries. 5. Enable 1-click checkout for seamless repeat purchases. 6. Display security badges for customer trust. How are you guys improving your checkout?

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Your Shopify site needs more than curb appeal. Like a mullet, it needs a "party in the back-end." 👇 Let me explain: Shopify says they're "2.4x faster" than other platforms. But is it enough for advanced retailers? What happens when you include: → Advanced features most large retailers need → Third-party scripts Harry Finkelstein is right when he said: "That's a BIG deal when speed = sales." Milliseconds do matter. But for 8-figure+ DTC shops, Shopify's basics aren't enough. Even some of Shopify's native features hurt speed. 1. Consent tracking  2. Dynamic checkout carts These are two of the top reasons for low INP scores. That's where Nostra comes in. We love Shopify. It's why we build exclusively for it. But our focus? Helping larger brands level up their site speed. So you don't have to touch code. Or sacrifice your UX. P.S. Join me and Nihar Kulkarni from ROSWELL this Weds for Shopify CRO tips powering 75+ stores with $250 million in GMV: https://hubs.ly/Q02C6s1d0

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This is how we saved a ton of time in Chilli Fruit's outreach process. Let me show you a sample, so you can apply this into your process  🔥   ⚒ Tools Used: Email Deliverability Tool: Usebouncer Google Spreadsheet Connector: Syncwith I’ll walk you through connecting Usebouncer with Google Sheets via Syncwith's addon, using API integration.   🎥 Watch the video, see how you can maximize your email outreach effectiveness and improve your outreach templates 🌶

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AI Overviews launched on Google last week. Here's a quick explainer on what this means for your website.🤖 Rolled out to US based searchers in Google Search last week -  AI Overviews are available to hundreds of millions of searchers. There is no official timeline for Canada (or other countries). But it is coming and the time to prepare is now. According to Liz Reid (head of Search at Google),  more than a billion users will see AI Overviews in search by the end of the year. As of right now - Google Search Console (a tracking tool for your website and Google) does not report on Google AI Overview activity, so US website owners are flying blind right now. 𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗜 𝗢𝘃𝗲𝗿𝘃𝗶𝗲𝘄𝘀? For certain search terms Google will show an AI Overview above the search results. This AI overview attempts to simplify and explain the searcher's query. Below the AI answer Google will also list the citations (or website pages) it used to come up with the answer. Mallory De Leon, from Google explains it this way, "You'll find AI Overviews in your Google Search results when our systems determine that generative AI can be especially helpful–for example, when you want to quickly understand information from a range of sources." Our team at EnvisionUP have been testing this new Google Search feature for our US clients. We are monitoring the impact this new technology is having on our US clients and preparing our Canadian clients for this new disruptive change to Google Search. Share your thoughts on the new Google AI Overviews in the comments!👇

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New Podcast Episode Alert: Revolutionizing Email Deliverability! 📧 Ever wondered why some emails land in the inbox and others get lost in spam? Join me and Nicolas Topper, CEO of Inbox Booster, as we dive deep into the world of email deliverability. Nicolas, with his expertise backed by a Master of Science in Computer Science and four patents, sheds light on what really helps emails reach their destination. Discover the myths, the science, and the strategies to keep your emails front and center in your audience's inbox. 🚀 Don't let your message get lost in the digital shuffle! 🎧 Tune in now to revolutionize the way you think about email marketing! #EmailMarketing #Deliverability #MarketingPodcast #InboxBooster @nicolas

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Right now the lead form my team is using to capture leads has an 80% drop off rate - and I couldn't be more thrilled. 😊 Drop offs are usually considered bad. So why does this big number spark Marie Kondo levels of joy for me? Much like for Marie, in the world of B2B leads, less is often more. A few months ago our marketing and sales team were swimming in a sea of thousands of leads a week, but we had so little information about them that it was impossible to prioritize them accurately and handle them with the speed and attention they required. It was only after we had calls with our leads that we would find out many were completely irrelevant. So we launched a new form and we did a couple of things that to some may have been controversial but that have had astounding results. 1. We made the form longer - we went from a single step form to a multistep form that asked twice the number of questions as the original. This gave us way more insight on the intent and product fit of the leads for our Enterprise solution. 2. We added very specific answer choices to our questions - we did that to show our leads through that specificity that they are in the right place. We will continue to iterate on this experiment, and I can't wait to see what else we can do to optimize this funnel and experience the life changing magic 🧝‍♀️ of tidying it up.

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📢 Attention #B2B marketing professionals 📢 As audiences continue to be flooded by articles and ads — especially with AI tools speeding up content creation — it's become critical for B2B companies to adjust their strategies so they can prioritize delivering impactful, memorable content experiences around their brands. One of my favourite ways to create meaningful audience experiences from a content perspective is to incorporate interactive elements into my #marketing campaigns. The advantages of interactive content speak for themselves: 👤 77% of marketing professionals find that interactive content can earn multiple website visits and interactions from the same customers. 🛟 51% of #B2B buyers also report that interactive content supports them when navigating business challenges. 📧 52% of marketers view interactive emails as the most powerful content marketing tool. Ultimately, by incorporating interactive elements into your marketing content, you can boost audience engagement and strengthen connections around your organization. This leads to an audience base that's more interested in your solutions and more likely to make a purchase. Can't think of any good ways to start creating interactive content? Get inspired by checking out some practical tips and ideas from me and my colleagues at Pinch Marketing Inc below: ✅ Include clickable elements in your content, such as checklist boxes, buttons and dynamic diagrams. ✅ Change static infographic designs into engaging stories that viewers can explore. ✅ Embed quizzes or calculators within your content to highlight the need for your solutions in a memorable way. ✅ Make whitepapers, brochures and FAQ lists more exciting by guiding readers down the page in an interactive way. ✅ Apply subtle animations to digital text and graphics to focus your audience's attention on key takeaways. #ContentMarketing

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Gonna keep it simple today. 🎉Shoutout for all the incredible work that marketers have done this week! From: 🚀 Campaign launches ✉️ Emails sent 🖼️ Ads created 📊 Reports delivered 🎙️ Customer chats 💼 Pipeline generated You've absolutely nailed it! Keep shining! 👏 Enjoy the happy dance that happens when it's Friday, and I celebrate what we have shipped! #MarketingExcellence #CelebratingSuccess

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