Email marketing swipefile: Marketing conference invite from Unbounce

marketing email for marketing conference from unbounce

What I do like is the single-track approach. They don’t put together an event where you have to pick and choose, but instead thoughtfully get the right speakers talk about the right things. It’s like the difference between going to a restaurant and having a huge menu to choose from, versus going to a restaurant with a set menu, where the chef can focus on creating ONE great experience. I’d rather go to a place where I trust the chef enough to put together a great meal than one who has a menu featuring Italian, French, Spanish, Indian, Thai and Japanese cuisine. Wouldn’t you?

Overall the email feels a bit cluttered at times, and I’m really not getting it visually. The big banner takes up a lot of attention-space, without really compelling me to learn more or take the next step, I’d either come up with something stronger here or just get rid of it.

The copy itself is also not my favorite: “Experience digital marketing in ways you never thought of”. Where’s the benefit in that for me? I’m not interested in “experiencing” digital marketing. What I am interested in is: will reading this email (instead of hitting the delete button), and eventually going to the conference help me become a better marketer, hit my numbers, achieve my desired outcome?

I do like however that they highlight the opportunity to network with 1500 marketers.

Why the Google Keyword Planner isn’t that useful for SEO research anymore

Google Keyword Planner used to be the go-to-tool for SEO 10 years ago. But they’ve been removing more and more data from the tool. It’s still a great tool, just not for SEO folks anymore. Now, it’s mostly of value to advertisers who want to run AdWords ads.

YouTube marketing case study: Full-time Mountain Biking YouTuber in 3 years

Noah Kagan just released a cool video of a guy who used to be a web developer, was bored with his job, started doing a YouTube channel on mountain biking… and is now making a (very solid) full-time income form it. Here’s it is:

Here’s the cheat-sheet:

  • initially these videos were just a fun hobby, and he thought he might make a few extra bucks from it
  • but soon (about 10-15 videos in) he realized this could be much more
  • timeline:
    • 4 months: 100 subscribers
    • 6 months: 500 subscribers
    • first year: not making any money from the channel, while still publishing 2 videos per week (this was still a side-hustle; he was running his web dev biz)
    • couple months later: 10,000 subscribers! big spike
  • videos were always concise. “every second of video is a chance to lose the viewer”
  • making videos is a ton of work:
  • sometimes takes a whole day just to write a script
  • “these thoughts don’t come out completely organized. they don’t. i have to write it out and read it over a bunch of times to get it right.”
  • “after i’m done with the voiceover, i edit all the clips to the voiceover”
  • “when i go out and ride and I create 8 minutes of riding footage, that’s a couple of days of riding, and i have to go through all that and pick out the parts that are relevant”
  • story telling formula:
  • 1: always start with a premise (establish a scene; explain what the rest of the video is going to be about)
  • 2: main details of the story
  • 3: conclusion
  • 4: include all details everyone needs to know for the story to make sense
  • 5: remove everything that’s non-essential
  • how long it takes to do 1 video:
  • a 10-minutes mountain biking gear hacks video takes about 1 day to 1,5 days of filming + 1,5 days of editing. BUT the long part is coming up with the hacks—that takes months.
  • a 10-minute video with riding footage: go out in the woods, spend a couple of days on the bike, and hope a story develops. takes about 1 work-week to do 1 video
  • thing that worked surprisingly well:
  • 10 mountain bike hacks. “I was almost embarrassed to post it, but I couldn’t produce the type of video I normally produced.” […] “was instantly most popular video”
  • how you monetize:
  • YouTube ads (Google Adsense)
  • affiliate marketing
  • Patreon (exclusive content for monthly fee, currently $2)
  • merchandise sales
  • 1-time sponsorship (Squarespice, Dollarshave, Skillshare, etc)
  • channel sponsors
  • tourism (getting invited to events and getting paid for it, e.g. by state tourism agencies)