Because most of our social networks suppresses links, native-to-platform content that provides instant, standalone value without additional required context performs better. What’s the point in spending half your day digging into those faulty attribution metrics if it comes at the expense of losing time and energy creating marketing campaigns that matter? https://sparktoro.com/blog/5-minute-whiteboard-zero-click-marketing-101/ https://sparktoro.com/blog/attribution-is-dying-clicks-are-dying-marketing-is-going-back-to-the-20th-century/\ ![[Pasted image 20240912160835.png]] ![[Pasted image 20240912155633.png]] Steps: 1. Publish either on: 1. Your site 2. Your newsletter 3. Directly on each platform 2. Promote without links 1. "here's why x is great" 2. comment: more in my weekly newsletter 3. optimize for visibility (engagement > clicks) 3. Rely on interested folks putting in effort to find you It doesn’t mean “never link,” it means we need to think bigger and more strategically than just dropping links in our social media posts. ![[Pasted image 20240912160142.png]] Yeah, I said it. Chasing down attribution is a waste of time. If you’re running Google and Meta ads, each of those platforms is going to try to claim outsized credit. If you’re running digital ads but also have engaging social accounts and a widely shared blog, you’re never going to get true attribution to your organic content — and chances are, you’ll wind up giving more kudos to the advertising activities because, after all, ThAt’S ROI yOu CaN SeE. Sure, if the _only marketing you’re doing_ is running Instagram ads for your DTC brand, then by all means, give Meta credit where it’s due. But if you also happen to have a killer organic Instagram strategy, you better believe that’s powering a bunch of word of mouth and referrals that you simply cannot track. Why is attribution dying? ![[Pasted image 20240912155920.png]] ![[Pasted image 20240912155943.png]]