Hola! Welcome to the next episode of The Fresh Salmon.

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1) Is In-Product Marketing a Missed Opportunity?

What if I told you that your product could be the ultimate billboard for your brand promotions?

🤯 🤯 . .

That's right, the whitespace on the screens that your customers visit the most can be transformed into prime real estate for your marketing initiatives.

Just think of it as a virtual billboard that your customers can't ignore! 

It's like having a virtual Times Square in your product!

With hundreds and thousands of customers using your product, why not use it as a marketing channel?

You can promote events, conferences, PR releases, and more, all inside your product.

Take a cue from Atlassian and get in front of your users with relevant promotions. And the best part? You don't need a big budget to make it happen. Atlassian did it for zero dollars!

Here is a real-world example of Atlassian promoting their event on the Confluence that showed up on my screen. 

Well done, getting in front of the users for a super relevant event. 👏👏

But remember, don't go overboard with banners and ads. Nobody wants to feel like they're navigating through a chaotic marketplace. 

Keep your Product team's efforts in mind and prioritize a good user experience.

So don't let those whitespaces go to waste. Make them an excellent marketing tool for your brand, and get ready to stand out.

Just maybe leave out the man pointing at the banner (that's me who did it) unless you want to add a touch of humor to your product. 😉

2) Give Your Episodic Media Content More Visibility 

This is one of my newest pet peeves about B2B companies. 

If you spend time and effort creating episodic media content, do not forget about distribution. You must find ways to get more eyeballs on your content. 

B2B companies tend to make this common mistake more often than not. 

I see most websites bury their media content such as Podcasts or Talk Shows under blogs or resources.

I think this is a huge mistake!

I totally understand why you want to repurpose your podcasts and talk shows into blog posts, but you have to create a separate place on your website for episodic media content so that visitors can go over all the episodes, including past archives with options to subscribe.

I would even use it as a sticky bar at the top of the homepage to promote it further.

For example, this is where I would promote on ProfitWell’s homepage where I put a red arrow on the screenshot below -

Media content allows you to humanize your brand by putting real faces and voices in front of strangers visiting your website. To build trust with prospects, place it where there is the most traffic.

Moreover, podcasts and talk shows are more engaging than product demonstrations or e-books. I think you get my point.

Give it a try!

Interesting Thing That I Read Last Week

There is a lot to be excited about here, and it could be a major game changer for companies on LinkedIn.

Tweet That I Noticed Last Week

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter and LinkedIn.

Cheers,

Vivek

PS. I love you ❤️