What in the Name of Marketing Is Reverse Positioning?

In 2011, Patagonia released an ad on Black Friday advising consumers not to buy their jackets. In 2015, Dove released a campaign that celebrated women, rather than showcasing their deodorant or body wash. The tactic used in these campaigns is called “reverse positioning.” It’s a unique marketing strategy that emulates this quote coined by marketing cartoonist Tom Fishburne: “The best marketing doesn’t feel like marketing.” So, what goes into reverse marketing, and why does it work? Also called breakaway positioning, this marketing strategy uses techniques such as informing consumers about the different features of products, how they were made or function, or even their appearance. This builds consumer trust and awareness. In breakaway positioning, a call to purchase may not be included. The focus of the campaign might be the company values or beliefs of the consumers. Patagonia reverse positioning example Patagonia ran a successful reverse positioning campaign in 2011. The idea was to educate consumers about sustainability and promote environmental awareness. The outdoor brand reminded consumers that producing jackets doesn’t help the environment. Image[…]

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How to Embed Video in Email [Quick Tip]

Nowadays, video is an undeniably popular channel for marketing purposes. In fact, in 2019, 87% of businesses use video as a marketing tactic — a number drastically higher than just two years prior, when only 63% used video. If you’re an email marketer, I’m willing to bet you’ve considered how you might spruce up your subscription and click-through rates with video. It’s a good idea in theory, with two-thirds of consumers preferring video over text when learning about new products or services. In reality, however, it can be tricky. Major email clients including Gmail, Yahoo, and Outlook don’t support embedded videos, so your subscribers either won’t be able to watch your video within the email, or worse — they won’t see your email at all, because it’ll end up in their spam folders. Fortunately, there’s a creative workaround to help you embed part of your video within your email, and incentivize subscribers to click-through to watch the rest. Here, let’s explore how to do just that. Embed YouTube (or Any Other) Video in Email There[…]

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A Comprehensive List of HTTP Status Codes

One day I was scrolling through BuzzFeed (as one does … ), when, all of a sudden, I got the dreaded 404 error code. As a user, I didn’t understand why I was getting an HTTP status code, or what it meant. If you’re anything like me, you’re probably wondering, Wait…What’s an HTTP status code? Simply put, HTTP stands for HyperText Transfer Protocol. Essentially, this is the protocol that facilitates communication between your browser and a web server. Whenever you type a request in your browser, it sends a request to a web server to receive, process, and send back the requested information. An HTTP status code is sent to your browser with every request, but you won’t see them unless something goes wrong. As a marketer or website owner, it’s important to know what HTTP status codes are so you can diagnose and fix problems on your website. Below, let’s review the different types of HTTP status codes and what they mean for your site. Types of HTTP Status Codes Before diving into various[…]

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Hi, I’m Neil Patel, Co-founder of NPDigital. Ask Me Anything!

Today, I thought I would do something a bit different, as 66.9% of my website traffic is brand new. For those of you who don’t know, my name is Neil Patel and I’m the co-founder of a digital marketing agency called, NPDigital, where we help companies of all sizes get more traffic and sales. I’ve been an entrepreneur for roughly 18 years now and most of the companies I co-founded have been in the software arena, specifically the web analytics sector. And now, I’m back at it with Ubersuggest, my latest software company. In addition to that, I’ve angel invested in dozens of companies. Some have done well, and others haven’t. Overall, I’ve been blessed with a few successes that have made up for my failures plus more. So today is your day to ask me any questions you have, and I will do my best to answer it. You can ask me about entrepreneurship, marketing, or anything else. I’ve dealt with class-action lawsuits, an FTC investigation (which I passed), and I’ve lost out on[…]

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How to Choose a Blog Name That'll Grow With Your Brand

Clothes, food, habits — outgrowing things is a natural part of life. That’s true for brands as well. When brands decide they’ve outgrown their current way of doing things, this might call for a rebrand. Outgrowing a brand, or at least a brand name, is common. Marketing platform Mailchimp used their rebranding to help the company transition to a more “grownup” brand that would allow them to serve more small businesses. Many blogs I read, like “Liv’s Healthy Life,” (Now known as just “Liv B,”) quickly rebrand when they realize their old blog name just doesn’t make sense anymore. While rebranding a business can be a smart and necessary step to growing a long-lasting business, renaming your blog or business doesn’t have to be. To combat outgrowing a blog name too quickly, let’s go over some strategies to use when naming a blog. How to Choose a Blog Name 1. Identify your niche What are you doing? What will your blog be about? Will it be an extension of your business or its own project?[…]

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How to Use Facebook for Business: 25 Facebook Marketing Tips and Tricks

Facebook for Business Tips: Create a business Page, not a personal profile. Claim your Page’s vanity URL. Add a great cover photo. Add a recognizable profile picture. Optimize your “About” section — especially the preview. Earn the “Very responsive to messages” badge. Add milestones. Choose a call-to-action button. Create a business Page, not a personal profile. Create custom page tabs. Prioritize quality over quantity. Post at the best times for your audience. Post your best blog content. Make sure your blog posts’ meta descriptions are complete. Remove links from your post copy. Post your most compelling visual content. Make sure your images are properly formatted. Post videos, especially live videos. Use Facebook Insights. Schedule posts in advance. Add Facebook social media buttons to your blog and website. Subscribe to Facebook’s Official Blog for future announcements from Facebook. Choose the right advertising tool. Use Audience Insights to learn about your audience. Test multiple versions of a single ad. Although some of the younger demographics are passing up Facebook in favor of tools like Instagram and Snapchat,[…]

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