Gorilla 76

What does an ideal tech stack look like? Well, to start, there is such a thing as too much tech. Here’s why: 👉 Each new software requires a certain level of expertise to use proficiently Especially for smaller marketing teams, multiple tools can be quite frustrating to navigate and assign ownership to. 👉 More software can be an integration nightmare The more integrations, the more likely something can go wrong. From data transfer errors to slow processing speeds, it’s better to save yourself the hassle. Combing through multiple tools to treasure hunt for data is not recommended (for the sake of your sanity 😖). But, consolidating your data under one “roof” makes it much easier to digest and analyze. If you want to hear more about creating the best marketing tech stack that fits your needs, check out the full video with the link in the comments.

Your ad headline can make or break the whole ad, so how do you write a compelling one? According to senior writer Allen Fennewald, here’s how: ✏ Spend 2-3x more time on the headline than the body copy If you fail to capture attention with your headline, they won’t even bother to read the body copy. ✏ Be clear over clever, but don’t forget to add some color Your customer should know exactly what your headline means. If they don't, they'll just keep scrolling through their feed. However, without some personality, your ad also runs the risk of portraying your company as bland. So, don’t forget to bring out your company’s persona in your ad copy. Allen’s a big nerd when it comes to ad copywriting, so check out his LinkedIn for more knowledge, or see the link below to watch the full episode.

Google Analytics 4 officially replaced Universal Analytics in July 2023. Almost a year later, it’s important to note what G76 senior strategist Peyton Warren has to say about changes in traffic data. While you might have seen a dip in your YoY or QoQ traffic since last July, that doesn’t necessarily mean fewer people are browsing your website. Google just changed the way they track traffic. Think per user (new way) instead of per device (old way). Want to brush up on GA4? See the full IML episode using the link down below.

How do you turn customer insights into messaging? Our friend and Industrial Marketing Live guest Mary Keough has a simple but impactful framework to nail your messaging: 1️⃣ Conduct customer interviews No one knows your customers better than… your customers. So, there’s no better resource to gather insight into what truly matters. 2️⃣ Identify themes and commonalities You’ll know when you’ve gathered enough customer insights when you’ve heard the same answers over and over. Those talking points and the way your customers talk about those topics will give you the foundation to reach them better through your own messaging. If you want to learn more about customer insights, check out the full IML episode with Mary in the comments section below.

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If you happened to miss a session at the #IMSummit, or if you want to rewatch some of your favorites, check out the recordings!

When creating your brand narrative, craft your story using the hero’s journey… But you’re not the hero in this story, your customer is. And what makes a great story? Conflict ⚔ Ask yourself: 👉 What problems are my customers facing? 👉 How does it affect their lives on a daily basis? 👉 What are the stakes if those problems aren’t solved? 👉 How does our product solve those problems? Answering these questions will help you produce a story that resonates with your customers, putting your brand at the forefront of their minds. Want to learn more about creating your brand narrative with G76 writer Grace Halverson? Check out the full IML episode in the link below.

Carefully crafted messaging tailored to your ideal customer makes all the difference in inbound marketing… So why not do the same to attract talent? Ask yourself: 👉 What type of culture do you want to build? 👉 What core values will set the foundation for that culture? 👉 What does an ideal [position you’re hiring for] look like for our company? Positioning a product and a job opening boil down to similar, if not the same, principles. Interested in building a strong company culture? Check out the full IML episode and Jon Franko’s podcast “The Manufacturing Employer” in the comments.

Where should your retargeting audience come from? According to our senior performance marketer Kevin McClary, website visitors are your best bet. Here’s how you can set that up: 1️⃣ Install a LI Insight Tag or FB pixel to start tracking website traffic and what ads they’re clicking on to get there. 2️⃣ Especially for those of you with longer sales cycles, include all website visitors from the past 180 days in your audience. Excluding visitors beyond 90 or 30 days means excluding potential customers from hearing why you’re their best option. Besides website visitors, you can always retarget the engaged members from your cold campaigns and those who’ve visited your social media company page, as well. Curious about more audience-building tips? Check out the full IML episode in the comments section.

Check out our senior performance marketer Kevin McClary's experience at the Industrial Marketing Summit. 🔥 #IMSummit