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Dec 28, 2021 • 6 tweets • 2 min read
Top 5 Marketing Threads of 2021:

1) Airtable’s SEO strategy revealed
2) Content marketing Masterclass
3) Gong’s brilliant LinkedIn strategy
4) Marketing as applied psychology
5) Underrated resources for growth

Bookmark them all 👇
Very few companies have achieved the success of Airtable. This thread shows how they’re building an SEO moat right in front of our eyes.
Content marketing isn’t easy. This thread covers everything you need to know to use content well in 2022.
No other SaaS brand has achieved the level of LinkedIn excellence that the team at Gong has. This breaks down their strategy and approach.
It’s easier to be a marketer when you embrace psychology in your work. This thread shares psychological insights that drive success:
Studying the game of marketing is one of the best ways to continuously improve. These are some underrated yet powerful resources to study.

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More from @TheCoolestCool

Ross Simmonds Profile picture
Jan 7
I've created content that has:

Generated thousands of backlinks.
Generated hundreds of shares.
Generated millions in sales.

How? Prioritizing research...

Here are 9 ways marketers can use research to increase the likelihood of content success:
Customer Research

One of my fav ways to figure out who an audience is for a SaaS product is to run an analysis of the reviews that a company (and its competitors) are getting.

Scrape all the job titles for the reviewers and do an analysis of most common job titles.
Audience Research

In a remote world, the location of your audience isn't always the most important anymore BUT tools like @AudienseCo offer a great insight into this.

It's also valuable for learning how your audience self describes themselves. Here's my audience:
Read 13 tweets
Ross Simmonds Profile picture
Dec 23, 2021
Great storytelling is a gift to your audience.

You can give them this gift by studying the principles that have helped stories shape culture. I've used these ideas to craft stories that have reached millions.

Here's 7 ways to improve your storytelling:
The Gift Of Curiosity

Our curiosity gap is the most powerful practices online for creating stories worth reading. It's the gap between what we know and what we want to know.

Don't reveal everything in the headline or require 'prior reading' to see if a story is worth reading.
The Gift Of Simplicity

Bruce Lee once said: Simplicity is the key to brilliance.

Don't overcomplicate your story. Don't try to sound smart just for the sake of sounding smart. Speak plain english and communicate clearly. Remember:

It's better to use 5 words than 10.
Read 11 tweets
Ross Simmonds Profile picture
Nov 16, 2021
Winter is coming.

November and December are known in B2B as months where leads slow down and deals take forever.

It doesn’t have to be this way.

Here’s 11 ways to secure the bag and make the rest of the year count.

[THREAD] 💰 🧵
USE ADVANCED TWITTER SEARCH

Every single day someone puts up a post that they’re hiring or buying.

Hiring agencies, designers, cleaners, real estate agents and more. Buying SaaS, gifts, plants and more.

Find your buyers using search and engage with them.
FOLLOW UP WITH THE OPPORTUNITY THAT WENT COLD

Remember back in September when you almost closed that deal but they didn’t bite? Follow up.

Remember that prospect that ghosted? Follow up.

Send an email asking how things are going and see if it makes sense to re-engage.
Read 15 tweets
Ross Simmonds Profile picture
Nov 2, 2021
Let’s be honest.

Content & SEO are the most underrated & disrespected part of the marketing mix. We’ve got…

CMOs getting laid off each week. ai companies claiming to replace content writers. And traditional media budgets still getting more love than SEO.

Here's why👇
We spend too much time talking about things that CEOs don’t care about:

DA35 Links. Do Follow Links. Trust Flow. Open Rates. Time Spent On Site. Engagement. Alexa Rank.

When we should be talking about:

SQLs. MQLs. Assisted Revenue. Leads. Sales. Pipeline Growth. Etc..
We don’t embrace the idea that content can contribute to a long term competitive advantage.

The power of an SEO moat is real.

If you can own the SERP across multiple keywords in your domain; you will be able to print money for years to come.
Read 12 tweets
Ross Simmonds Profile picture
Oct 5, 2021
If you’re a SaaS marketer, you need to study Airtable.

The SEO & growth strategies they used become a $5B startup and reach 1M users are so impressive.

Here's a few things you can learn from them 🧵
Every month, an estimated 10-15M visits hit their Airtable's website from various sources.

Organically (SEO) more than 245k people reach the site through search. That’s a lot of people.

One of the major attraction spots on Airtable’s website is the templates landing page:
Here's some key metrics:

The templates rank for 16.4K organic keywords
Attracts over 9500 visitors each month
The organic traffic value is $42,000

Meaning... You would have to pay Google $504,000 to capture that much traffic through PPC a year.

This is why SEO is important.
Read 12 tweets
Ross Simmonds Profile picture
Sep 24, 2021
Spoiler: Remote work doesn't mean working from home.

Remote work means: having the flexibility to work from a co-working space, a local cafe, that restaurant up the street, next to the beach, a cottage in the woods or your parents backyard before a BBQ.
Remote work means having the ability to take a midday shower after a run, a spontaneous catch up with a friend, a tea party with your kids and a moment to just relax and chill after a big deliverable.
Remote work means skipping that long commute in the morning, avoiding road construction, reducing your carbon footprint, reducing your budget for gas & not being forced to sit at a desk for multiple hours a day.
Read 7 tweets

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