Tuesday, November 21

🗣 Want to get in front of our audience? Start here…

🚨 In today’s newsletter 🚨

• Why gift packaging is a good idea

• How to use long-tail keywords

• Why Pinterest matters for luxury brands

Let’s get into it👇

#1 - 📦 Shoppers’ holiday delivery priorities revealed

📰 TL;DR - A new survey looked at what shoppers want when it comes to delivery this holiday season. It comes from Shipt, a same-day delivery platform, and found that 86% said on-time delivery of gifts is a top priority (of course!). As well, 74% also said the quality of shopping is a priority, and 61% said reliability matters. What’s most interesting is that 40% of those traveling for the holidays want their purchases delivered to their destination. And, 28% said they will have all or most of their gifts delivered to the gift recipients, not themselves.

💡 Insight - I think the most interesting thing here is how many people send gifts directly to the recipient. That means they probably want the item delivered with a gift slip and perhaps some nice gift wrap. Offering this is a smart upsell this time of year, making it easy for either the giver or the receiver to initiate a return if needed. Also, refer back to yesterday’s newsletter for a handy list of order deadlines for Christmas Eve delivery.

➡️ You can read the article here...

#2 - 👀 How Spotlight Oral Care got over 6 million views with micro-influencers on TikTok

Spotlight Oral Care partnered with Minisocial to amplify their Teeth Whitening Pen on TikTok and create videos featuring their product in action.

Partnering with 50 micro-influencers who together had 548k followers, they were able to go viral with over 6 million views across videos and a wild EMV of $30,365.

Minisocial selected micro-influencers who fit the right customer profile for Spotlight Oral Care and together they generated over 50+ fully-licensed UGC assets for the brand to take and use across their own marketing channels.

Get 20% off any minisocial project that launches before December 15th — this our deepest discount of the year! Don’t miss out!

📣 Want to get in front of our audience? Start here… 

#3 - 👀 How to use long-tail keywords in your SEO strategy

📰 TL;DR - This is a pretty good guide to long-tail keywords and how to use them as an e-commerce brand. First, what are they? Long-tail keywords are very specific search terms of three to five words that have lower search volumes. For example, “how to put mascara on your bottom lashes” as opposed to a big keyword like “best mascara.” These are useful because they have very specific intent and less competition. They also tend to have higher conversion rates. This walks you through how to find the long-tail keywords that are relevant for you.

💡 Insight - What’s missing from this is what to do with these keywords once you’ve identified them. Aside from paid search tactics, these keywords typically make good fodder for content marketing. For example, you could write a blog post or even try out some social SEO with TikToks (which do show up on Google results pages!) targeting various long-tail keywords. These are worth your time because people who search these sorts of terms tend to be further along the funnel.

➡️ You can read the article here...

#4 - 🛠️ Things worth checking out

📈 TRENDS - Here’s a weekly round-up of DTC moves and trends.

💿 PRODUCTS - And here’s a weekly round-up of e-commerce product releases.

🔎 GA4 - Here’s a comprehensive guide to everything you need to know about GA4 for e-commerce.

💃🏽 TIKTOK SHOP - Zara has launched on TikTok Shop in the UK.

🎅🏻 TIKTOK, AGAIN - Brands are turning up their TikTok spending for the holidays.

#5 - 📌 Don’t overlook Pinterest

📰 TL;DR - Some interesting new research shows that luxury shoppers have a particular affinity for Pinterest. Pinterest users tend to skew young, affluent, and female — a great target demo for luxury brands. As well, people on the platform have high intent. They’re there specifically to search for luxury goods. According to PA Consulting, Pinterest is the number one destination for inspiration when shopping for luxury products. Louis Vuitton is one of the brands taking advantage of this.

💡 Insight - I wouldn’t blame you if you’ve overlooked Pinterest in your social media strategy. Of all the platforms begging for your attention, Pinterest may feel low down on the list. But, this shows that depending on who you’re trying to reach, it might be a good bet. Pinterest has even had a surge in users this year, thanks mainly to Gen Z. The holidays is a great time to give it a go!

➡️ You can read the article here...