Brian Klein

My friend and previous colleague has started a SEO consultancy and accepting new clients!! He is very knowledgeable and experienced, I highly recommend his services. Share with your networks!! #seo #digitalmarketing #freelance

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What are the most important things to include in a campaign brief? At Wix Studio all our briefs answer these questions: 1) who is your audience? 2) What do you want them to know/think feel 3) why is it important 4) how are you going to achieve that. I think #3 is often neglected but if you can’t answer why you’re spending time on a campaign then you should probably stop working on it.

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It's that time when predictions for the new year are everywhere. My favorite list is always Pinterest Predicts because they create actionable categories based on search trends across generations. As a millennial, I love that we're embracing nostalgia with fresh spins on the trends of our youth, giving us the chance to enjoy them all over again! Check out the 2025 predictions here: https://lnkd.in/g9AkbtHU

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MAKE NEWSLETTERS GREAT AGAIN No, seriously. Social media knocked newsletters off the top years ago, and for what? So you can spend a ridiculous amount of money to build an audience you don't own and have to pay more to reach? I will continue to be bullish on newsletters over social media for startups and SMBs. And it's been fun exploring tools like Substack, Beehiiv, and Convertkit, which offer so much value. You're doing it wrong if you have Facebook, Instagram, and no newsletter. Invest in your business over the algorithm.

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You know what's *never* a fun topic? Crisis communications. But you know what's so, so much worse than talking about it? Getting blindsided by a crisis, and having to put together a strategy, team, and messaging alllllllll on the fly and under significant stress. Trust me: putting together a plan isn't as difficult of an exercise as you may think, and you'll come out the other side feeling SO much more confident about the future. Here are the major keys: 📕 PREPARATION: Every company should have a solid crisis communication plan. It’s not about if a crisis will happen; it’s about when. A clear, pre-approved communication strategy can make all the difference. 🔎 TRANSPARENCY: In a crisis, honesty builds trust. Employees, customers, and stakeholders need to know what’s happening, what you’re doing about it, and how they will be impacted. (Even if you don't have anything new to share, saying something is better than saying nothing at all.) In my experience, those who communicate effectively in a crisis not only manage the situation but also come out so much stronger on the other side. It's about guiding your team and your organization through the storm with clarity, empathy, and resilience. (Don't want to write a crisis communications plan from scratch? I'll send you our template & a completely filled-out example! ✅ ) #crisiscommunication #internalcommunication

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Today's MKT1 newsletter from Emily Kramer is an 11/10. If you don't already subscribe (and pay for the templates et al.) you're a fool. I love the idea of the 'producer' role, even in early-stage orgs. It's like the marketing equivalent of a good expo. Some questions: - In the team of 5 example, is the producer last in? - Hierarchically, how do you avoid making the producer feel like they answer to four bosses? - Where does one find a producer? Assume this would be an agency hire? - What's the career path for a producer? Where do they go if the org expands from 5-50? Is it a stepping stone into one of the three main pillars outlined in the post? - What does comp look like?

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Time 👏 is 👏 your 👏 most 👏 valuable 👏 resource 👏 That's why WTF News episodes are QUICK. We want to pack as much value in as little time as possible. Webinar audiences stay super engaged until ~30 minutes. 💡 PRO TIP: Ideally, your webinar lasts 28 minutes. Don't waste good content when you don't have attention. Don't waste anyone's time (including your own).

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Content marketers are traditionally behind-the-scenes people. So putting yourself out there – whether that's in a job interview or sharing your thoughts on social or even building out your own portfolio – is perhaps a more than typically daunting task. So much of what we do is articulated on the page rather than out loud. We're so used to promoting the voices, brands and opinions of others we forget how to evangelize for ourselves. I'm really trying to flex these muscles and figure out how I can turn some of my own brand building expertise inward and step a bit out of my comfort zone. How are you finding ways to show your work while still being authentic to yourself and your values?

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I love this podcast. In this episode they dive deep on research on how a brand should handle a series of negative comments on social media and the impact for a business! Enjoy 🙂

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One of the best things about working with influencers is having TONS of content to repurpose. One of the worst things about working with influencers is keeping track of when those content rights expire. 😅 So many brands I talk to are re-posting creator content across their funnel – on their product pages, social pages, in ads, in emails, and dozens of other places. And that often equates to content usage rights with expiration dates that are all over the place. Our team designed a super handy UGC rights-management spreadsheet to help influencer and performance marketers keep track of usage rights timelines, extension requests, and more. Grab your copy here: https://lnkd.in/dCP6GgQb And if you’re tired of the manual tedium of logging expiration dates and extension requests, Statusphere’s platform keeps track of these for you. Book a demo to learn more: https://lnkd.in/eQGSBuKN

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Working in marketing, I’ve seen it all—from scrappy startups to established corporations, B2B to B2C. One thing I’ve learned? Demographics alone don’t cut it. I was listening to a solid MarTech Podcast with Tim Glomb and Benjamin Shapiro, and they dove deep into this idea. It hit me: knowing someone’s age, income, or job title is helpful, but if you really want to connect—whether you’re selling software to a Fortune 500 company or pizza to a local family—you have to go deeper. That’s where psychographic data comes in. Psychographics tell you the why behind the who. They give you insight into what people value, what motivates them, and what they truly care about. When you pair this with zero-party data—the information your audience willingly shares with you—you can create campaigns that actually resonate. I’ve seen this work firsthand. When you take the time to understand what drives your audience and use that insight to craft your message, it changes everything. You’re no longer just another ad in their feed. You’re the brand that gets them. Whether you’re targeting a niche B2B audience or a broad consumer market, psychographics can help you hit the mark, boost engagement, and drive conversions. If you haven’t explored this yet, you’re missing an opportunity to take your marketing to the next level. Trust me, it’s worth the effort. Have you used psychographics in your campaigns? Let’s swap ideas!

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Wunderkind: The Sinister Side You Can't Ignore 😈🔥 Right now, Wunderkind is stirring up a storm in our circles. Some DTC brands are fleeing. Teams are scrambling for alternatives. Why this exodus? While Wunderkind promises gold, the grim stats lurking in some Klaviyo accounts tell a darker tale: • 𝗕𝗼𝘂𝗻𝗰𝗲 𝗥𝗮𝘁𝗲 𝗮𝘁 𝗮 𝗱𝗶𝘀𝗺𝗮𝗹 𝟯.𝟬𝟲% — POOR • 𝗦𝗽𝗮𝗺 𝗖𝗼𝗺𝗽𝗹𝗮𝗶𝗻𝘁𝘀 𝘀𝗼𝗮𝗿𝗶𝗻𝗴 𝗯𝘆 𝟳𝟲% — YUCK! • 𝗔 𝗽𝗶𝘁𝗶𝗳𝘂𝗹 𝟬.𝟮𝟯% 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗥𝗮𝘁𝗲 𝗳𝗼𝗿 𝗙𝗹𝗼𝘄𝘀 — OUCHIE! (Real evidence attached below!) 𝗪𝗵𝘆 𝗶𝘀 𝘁𝗵𝗮𝘁? Wunderkind uses a large third-party list of email addresses to link anonymous sessions to emails given to a third party brand. This can grow your marketing audience, but at the expense of higher spam and privacy complaints. 𝗜𝘀 𝗪𝘂𝗻𝗱𝗲𝗿𝗸𝗶𝗻𝗱 𝘁𝗵𝗲 𝘂𝗹𝘁𝗶𝗺𝗮𝘁𝗲 𝘃𝗶𝗹𝗹𝗮𝗶𝗻? Not entirely, but beware—tread carefully when linking it with your Klaviyo for that revenue boost. 𝗪𝗵𝗮𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗪𝘂𝗻𝗱𝗲𝗿𝗸𝗶𝗻𝗱 𝘀𝘁𝗼𝗿𝘆? Love, hate, or somewhere in between? Sound off in the comments. #emailmarketing #listgrowth #dtcmarketing

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Meta Advertisers: If your conversion tracking & ad structure are wrecked, creative can’t save you.   Just talked to a $25M brand running a strong creative motion.   But it looked like a 5th grader set up conversion tracking and ad accounts.   They’re putting out great statics & videos every week.   Starting with great creative frameworks & high-converting ad templates.   Even running a proper whitelisting play.   But it wasn’t enough to scale ads aggressively. B/c they had:   😡 Limited server-side tracking   😡 Only CAPI v. better options - Blotout, Elevar   😡 No micro-conversions - only orders   😡 Broken attribution - inaccurate GA4, no Northbeam   😡 Too many campaigns - crushing Meta’s ML’s potential   😡 Bad budget allocation - to Tests vs. Winners   😡 Too much ABO, too little CBO   😡 Too much retargeting - faking growth w/o incremental profit   --   Bums me out when good brands get in their own way (often bc of bad agencies). Yes, creative is a massive lever. But you’ll never be A+ if sleeping on the above.

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TikTok is often seen as the fun and young social network that doesn't generate ROI for brands. I've lost count of people saying "It's not for B2B" or "It's just kids dancing." But those are outdated views and couldn't be more wrong! TikTok as a platform continues to drive culture like no other social network. Mini communities have formed including #BookTok #CorporateTok #ScienceTok and #TeachTok. And numerous songs and fashion trends have hit mainstream consciousness because of Tiktok. In addition, the organic reach and interest based algorithm are truly disruptive. It's an entertainment platform and a search engine all in one. As a B2B brand we at RS surpass 100k views on organic posts pretty regularly and even achieved over a million views on one video. That just doesn't happen on other platforms without a huge ad spend. But can it actually lead to sales? Last week at #SocialDayLDN I had the pleasure of listening to Carl Ellis ✈️and Ola Quadrio discussing exactly this topic. B2B brands need to sit up and take notice. The #TikTokMadeMeBuyIt hashtag alone has 9.6m posts. That is 9.6m people who are openly sharing a purchase that they made because of content that they consumed on TikTok. 64% of users have discovered new products and services on TikTok in the last month alone. And almost a quarter of users have posted a video featuring a product that they have purchased using the platform. The power of TikTok shop is exciting. Yes it is predominantly B2C right now, but Google and Facebook were consumer led at one stage too. The buying behaviour and user experience makes it a very exciting proposition. It's time for B2B to start taking TikTok seriously. #TikTok #SocialMediaMarketing #DigitalMarketing #Ecommerce #B2B

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It's the most jealous time of year...thanks to ADWEEK's annual Jealous List. Check out the campaigns other creatives were jealous of from the past year. https://lnkd.in/eqn-be8C #creative #campaigns

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Agency Secret: Junior hires are learning on your brand’s dime, and it’s crushing performance.   Before starting one, I’d worked with dozens of agencies as an in-house CMO.   Even some of the best charging $50K+/month retainers.   And even there, it’s still rampant.   Kids with 1-2 years of experience cutting their teeth on your budget.   To be clear, this is NOT a post to sh*t on young talent.   I was once there. You were there. We all were.   And I’m grateful I got to learn like this.   But let’s call it like it is –   It hurts the client.   Even if you cultivate this talent, the agency rotates them every 6 mo. to 2 yrs.   Just when you’ve invested, they stick your brand with someone else.   It’s why Robbie and I have built a waitlist instead of hiring.   You can’t bleed quality w/o experience.   You can’t shortcut it.   Good things take time.

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📈 Despite Google's delay of cookie depreciation until 2025, the future beyond cookies looks promising. Nielsen's Molly Poppie explains how this shift could lead to a more privacy-compliant and effective advertising ecosystem. Dive into her insights: https://bit.ly/4cbuk3O

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Cookies will go away... 🍪 🥛 I was able to share the stage with the industry titan Heather Carver last week at Prebid.org's #prebidsummit to discuss the recent news Google is delaying the deprecation of the cookie. Here are a few thoughts I shared: 1. The news about the delay should not be met with a sigh of relief but rather a rallying call for publishers and partners to continue to innovate and evolve. 2. Deprecation of the cookie is only one of a long list of items that publishers are dealing with this year...did you know that the Google search algorithm changed today? What's the impact to SGE and site traffic? How to combat site scrapping for AI modeling? It is a long list and partners should continue to lean in with a consultative approach to support publishers. 3. Insights, Activation, and Measurement - three areas that would impact the deprecation of the cookie for both advertisers and publishers - it felt like it was not until the later days before the delay was announced when advertisers started realizing it was not just about activation of audience segments. Measurement is key to proving success of everything we do and we need to prioritize solving for this. 4. If you're a publisher without a 1P data strategy which is user friendly and captures consent signals via deterministic information...start to build one. 5. At the end of the day, as a premium publisher, our consumer's experience is what will matter the most. The exchange of content (our own or an advertisers message via an ad) to our consumer will only take place on the publisher site. Ensuring that experience is the right one and protects a consumers concerns about privacy is paramount. Don't forget about the consumer as we evolve.

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Marketing leaders need to prioritize internal communications ✨

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