This week you'll learn:

• 📱 RCS: The Future of Mobile Marketing

• 🧠 Cognitive Biases in SEO

• 🚿 Jolie's Viral Filtered Showerhead Success

• ⚡️ Quick Hits: Shopify's Checkout Blocks acquisition and luxury brands' accessibility strategies.

RCS: The Future of Mobile Marketing

RCS (Rich Communication Services) is revolutionizing mobile marketing in the U.S., providing a more immersive and interactive messaging experience. With Apple likely to support RCS in iOS 18 this fall, marketers will be able to reach nearly 100% of U.S. smartphone users.

RCS supports rich features like high-quality images, videos, carousels, and interactive elements—creating branded, app-like experiences directly within messaging apps. Additionally, RCS provides advanced analytics to measure and optimize campaign performance on a granular level.

What this means:

By integrating RCS into your marketing strategy, you can achieve higher engagement rates and more meaningful interactions with your audience. Here are some specific ways to leverage RCS:

• Send Personalized Messages and Videos: Tailor your messages to each user, making the communication feel more personal and relevant.

• Include Suggested Replies and Actions: Make it easier for users to engage by providing quick reply options and actions like opening a map, visiting a website, or calling a phone number.

• Embed Carousels and Collect Analytics: Use carousels to showcase multiple products or options and gather detailed analytics on user interactions to refine your campaigns.

• Drive Two-Way Conversations: Utilize generative AI for interactive chat-like experiences, enhancing customer engagement and satisfaction.

With Apple onboard, the adoption of RCS is set to skyrocket, enabling richer, more engaging marketing campaigns that can significantly boost customer interaction and brand loyalty.

Read More: MarTech

How Cognitive Biases Shape Our Searches

Cognitive biases are the mental shortcuts our brains take to simplify information processing. While often helpful, they can lead to skewed perceptions and judgments. Cognitive biases impact every stage of the search process. Recognizing these biases can enhance SEO strategies by aligning content with user expectations and behaviors.

• Confirmation Bias: We tend to seek information that confirms our beliefs, affecting how we phrase search queries and the results we click on.

• Salience Bias: In a sea of information, we focus on what stands out. Salience bias leads us to notice more striking or emotional information.

• Authority Bias: We trust authorities, especially for searches impacting our money or life (YMYL). Earned or perceived credibility influences our decisions.

Turning Biases into SEO Wins

By understanding these biases, you can craft SEO strategies that better engage your audience and improve your rankings. Here’s how:

• Align Content with Audience Beliefs: Create content that resonates with your audience's beliefs and interests. Use interviews and surveys to identify their specific phrases and jargon, then incorporate these into your content.

• Stand Out in a Crowded Field: Make your content visually appealing with images, videos, and reviews. Use carousels and videos relevant to your keywords to build trust and engagement.

• Build Trust Through Authority: Establish credibility by showcasing endorsements, certifications, and expert opinions. Combine YouTube SEO with organic search to appear in video carousels and use site links for branded questions.

Cognitive biases are a natural part of how we think and search online. It is essential to get intimately familiar with your audience, understand how they think, and learn how they search. Next time you're strategizing, remember the cognitive biases at play. Understanding human psychology is a cornerstone of successful SEO.

Read More: Moz

Jolie's Viral Filtered Showerhead Success

Ryan Babenzien, the founder and mastermind behind Jolie, built a company that skyrocketed to success with its revolutionary filtered showerhead.

With a unique approach to product development and marketing, Ryan built an eight-figure business in just two years, generating a staggering $28 million in revenue.

So, what's the secret behind Jolie's meteoric rise?

Creating the Ideal E-commerce Framework

Drawing from the lessons learned at his previous company, Ryan crafted a foolproof direct-to-consumer product strategy:

• One-Size-Fits-All: Avoid sizing challenges by offering a universally compatible product.

• Daily Use: Focus on products people use every day and can easily incorporate into their routines.

• Vanity-Driven: Tap into the power of vanity, as it drives a significant portion of consumer purchases.

A filtered showerhead, marketed as a beauty essential, perfectly aligned with these three criteria, allowing Jolie to flourish.

Eye-Catching Product Design

Ryan's vision was clear: to design a product so distinctive that it would be instantly recognizable.

"If you go to your friend's house and see the showerhead, we wanted it to be so distinctive you'd say, 'Oh, you have a Jolie.’"

This striking design not only captured attention but also fueled brand awareness and ignited word-of-mouth marketing, propelling Jolie to viral fame.

Utilizing Technology for Efficiency

Despite its impressive eight-figure revenue, Jolie operated with a lean team of just three full-time employees.

Ryan attributes this remarkable efficiency to the transformative power of technology in the ecommerce landscape. "Ten years ago, you needed 20 people to start something, because all the stuff didn't exist. And then along came Shopify and they just leveled the playing field."

By using cutting-edge tools and platforms, Jolie streamlined its operations, enabling the company to achieve extraordinary results with a compact workforce.

Scaling User-Generated Content

While many businesses rely heavily on paid advertising, Jolie took a different approach. The company focused its efforts on harnessing the power of user-generated content and collaborations with creators.

Ryan reveals, "When most people think about user-generated content, they're probably thinking 10 or 20 pieces a month. We're getting 600 to 700 pieces a month." To effectively manage this overwhelming volume of content, Jolie developed a robust system that allowed them to curate and showcase the most compelling user stories, further fueling the brand's viral momentum.

Aspiring entrepreneurs can learn from Jolie's approach, trusting in the power of innovation, adaptability, and viral marketing to create a product that leaves an impression on the minds of consumers.

Read More: Shopify

⚡️ Quick Hits

• Shopify Acquires Checkout Blocks allowing customized checkouts.

• Master AI Prompt Engineering using Chris Penn's four-step "RACE" framework.

• Meta Business Suite provides a unified platform for managing Facebook, Instagram, and WhatsApp.

• Luxury brands adapt to a slowing market by offering entry-level products.

• H&R Block's Digital Transformation focuses on AI and digital solutions to enhance services and support small businesses.

What we’re working on right now

Have you listened to our Podcast yet? Pioneering Perspectives: A Dia Creative Podcast 🎙️

Ready to break new ground in marketing? In this podcast, we crack the code of marketing within regulated industries. Join real industry leaders as they navigate the unique challenges and share their groundbreaking strategies for success in the marketing field. Our goal is to inspire and equip you to conquer the frontiers of marketing in a complex landscape. Click here to listen to the episode of Pioneering Perspectives with Vanessa Sierra.

Meet our guest!

Vanessa Sierra is a seasoned growth executive with a proven track record of generating new pipeline revenue for startups. With nearly two decades of experience at high-growth companies like eVisit, TeleSign, and The Advisory Board Company, Vanessa has established herself as a leader in holistic revenue growth strategies. Known for her ability to drive momentum and create new business opportunities, she leverages modern demand-generation tools and operational excellence to deliver results for hyper-growth companies.

New to our Podcast? Here, you can explore all the episodes. 

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