It’s Friday! You know what that means — another issue of Marketing Qualified is here for your reading pleasure:

• Be on the lookout for low-hanging fruit. Sometimes, significant marketing opportunities are hidden in plain sight. You just need to be on the lookout to find them.

• Do this to increase brand health. The easy messaging fix that can boost your company’s brand health by 48%, according to a recent study.

👀 Be on the lookout for low-hanging fruit.

Marketing can be challenging. So, it pays to be on the lookout for opportunities to make your job easier. These opportunities are everywhere, but you must pay attention to find them.

Train your brain to scan for these low-hanging fruit opportunities that others are missing.

For example, let us tell you about one missed opportunity we noticed lately. Someone on our team recently joined a Zoom meeting a few minutes early. She ended up sitting in the waiting room waiting for the host.

While she waited, the screen she saw looked like this:

Nothing out of the ordinary, right? WRONG!

There is a substantial low-hanging fruit marketing opportunity here!

Zoom has reported up to 300M daily users. A large percentage of those users sit in waiting rooms before joining meetings.

That’s tens of millions of people who sit and look at this screen for a few minutes each day.

So what’s the issue? It’s that Zoom is squandering this precious visual real estate!

They get millions of eyes on this screen daily, and instead of using it as a major marketing opportunity, they stuck up a bland static logo. 😤

There are dozens of better ways to use this space. Just a few off the top of our heads:

• Showcase newly launched features.

• Highlight testimonials from happy customers.

• Sell it as ad space and turn it into a revenue engine.

• Promote blogs or other written content.

• Put up jokes or funny messages to create moments of customer delight.

• Show a fact of the day to engage users.

The list could go on, but you get the point.

This is just one example, but missed marketing opportunities like this one are everywhere — even in your business. So keep your eyes peeled and go turn them into wins!

📰 In the news this week.

☠️ WeWork is probably dead (but for real this time).

✉️ 50 clever out-of-office emails.

🏆  Threads posts outperform X posts for 90% of brands.

😵‍💫 CAPTCHAs get weirder as AI gets smarter.

🔗 No, outbound links won’t help your content rank better.

🩺 Do this to increase your brand health.

Marketers are getting squeezed right now. Budgets are shrinking, but expectations are higher than ever.

Has a recent conversation with your exec team felt like this?

If so, you’re not alone.

But there’s some good news from a recent study by LinkedIn’s B2B Institute and Warc. They looked at over 2,000 marketing campaigns from the past several years and made a very interesting discovery.

Campaigns that made a straightforward promise to the customer saw brand health increase up to 48% compared to campaigns with no promise.

This means that brand promises directly impact a company’s top of funnel efforts. Brand health comes down to two elements: awareness and reputation. Essentially, do people know that you exist? And then, once they do, how do they feel about your brand?

Offering a promise can improve both.

So, what straightforward promise can you make to reap these brand health benefits? There are three types:

1. You’re easier to use than competitors.

2. You offer better value or quality.

3. Your product or service will make customers feel something.

When getting marketing results is more challenging than ever, knowledge like this can go a long way. Boosting the performance of your campaigns might be as simple as switching up your top of funnel messaging to lead with a brand promise for potential customers.

But wait, there’s more good news! The study also found that you’re “84% more likely to increase market share if your campaign has a promise to the customer at the heart of it when you have a low budget.”

So, if your budget has recently been cut, adding a clear brand promise to your messaging could be even more powerful for you compared to a marketer with a larger budget!

😂 Marketing meme of the week.

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