Marketing Dojo #2: Is search about to be disrupted?
LinkedIn's foray into B2B product discovery, plan better landing pages, Google search v/s ChatGPT and more.
Hello and welcome to Marketing Dojo,
This newsletter edition includes -
3 Essential questions to plan better landing pages
My marketing meme debut
The ChatGPT V/s Google search faceoff
LinkedIn’s new B2B product discovery feature
My debut in the world of marketing memes.
I took some inspiration from Trung Phan and started making some memes. So here goes - my first meme. 🤩 (Be kind)
Don't Skimp on Planning: 3 Essential Questions to Answer Before Creating Your Landing Page
This work week is a warm-up for all the action expected in 2023.
Optimization is the theme for me in 2023. With the bleak economic outlook, I will focus on building on what we learnt in 2022.
Optimizing landing pages has been top of mind, and I spent a lot of time exploring landing page best practices.
A landing page is a standalone web page created specifically for a campaign. It is designed to direct the visitor to take a specific action, such as making a purchase or filling out a form for more information.
Landing pages do the tough job of converting traffic into customers.
The industry average for visits to conversion on a landing page is 9.7%. Even a few percentage point improvements will lead to better ROAS.
Here’s a simple framework to help you plan better landing pages.
ChatGPT Takes on Google: A New Era of Search Competition Begins
If the growing prominence of zero-click search of Google looks like a threat to website traffic, Chatgpt is zero-click on steroids.
Search, as we know it, might be changing significantly in 2023.
For coding-related queries, Chatgpt responses were better than those from Google search 70% of the time.
For non-coding, informational queries, the search quality for ChatGpt & Google was nearly the same.
ChatGpt results evinced more extreme reactions. The results from Google search were more in the neutral category (neither excellent nor wrong) compared to ChatGPT.
As is often the case, customers lead digital adoption, and brands typically follow.
ChatGPT is not optimized for search yet, but the impending Microsoft-ChatGPT tie-up is bound to fill the gaps that ChatGPT needs to be a personal search solution.
Product Discovery and More: LinkedIn Announces a Round of Product Updates
LinkedIn announced lots of new feature updates that included
Improving video accessibility
Standardized accessibility job titles
Categories in job search
Post scheduling
Content analytics for creators
B2B product discovery update.
I am the most excited about the B2B product discovery. Here’s a quick screenshot I took of the user experience.
The possibilities of this new feature are extensive. A B2B brand might not only list their products on the platform but also gather customer reviews and recommendations, release product feature update information etc. So much more.
If done right, this feature can directly compete against G2.com, Capterra & Trustradius.
Those are all the highlights from the week that has gone by. I hope this was worth your time and attention. See you in your inbox next week. Please share Marketing Dojo with a friend if you like what you see.