Categories
CRO

What is a sales funnel?

The Sales funnel

It’s the only way to survive in today’s very competitive marketplace.

A sales funnel is the marketing term used for a series of steps designed to guide prospects toward a buying decision.

A sales funnel is simply like a real-world funnel where you can see the top, the middle and the bottom tip. At the top of it, you pour some substance, then, this substance filters down towards one defined end or destination.

It becomes the steps of a process that your potential buyer has to take and go through in order for them to become your customer.

In brick-and-mortar world, a sales funnel can be represented in your website – social media channels – retail store – email – personal consultation – your sales team or any other marketing channel you may have. A sales funnel can be spread across several channels.

Similarly to the real funnel, a similar process takes place. At the top of the sales funnel, you see lots of potential buyers who arrive and may enter your funnel. But, there’s one difference here: not all the potential buyers entering your sales funnel will be lead out from the other end.

The high-level stages that prospective clients and customers move through (your funnel) are awareness, interest, decision making and action.

The why and how prospects move down the funnel depends mostly on your own sales and marketing abilities.

In these high-level stages, you have to pay the most attention to prospects in the middle and lower stages of the sales funnel: they’ve moved beyond awareness and are heading into interest.

The prospects at the top of the sales funnel see your store. Some of them take a decision to walk in, that’s the middle of the funnel.

Two of the prospects see a rack of jackets on sale. They start looking for their size and now they are at then next step of the funnel. Then one customer selects two jackets and walks to the check-out. He/she is at the last step. He/she finishes the purchase and gets to the bottom of the funnel or the end of sales operation.

If you are a business owner, you already know how painful it is to just miss a sale.

You may spend days and weeks of pitches, charm, chatter and negotiation and then the potential buyer drops out of the sales funnel with zero sales.

But adopting and managing your own sales funnel is one of the most powerful marketing tools you may have for the success of your business.

In the online world, a sales funnel is all about engaging visitors and getting them to opt-in to your free offers and click that button.

The question to figure out becomes “how”?

Sales funnel became one of the core concepts in the world of digital marketing.

This core concept can take your business from unknown to a mass saturation money-making machine seemingly fast.

And skilled professionals have built a career around implementing this core concept in their business.

Each of the sales funnel stages has an important impact on the prospects behavior. Therefore, you need to learn them deeply.

By thoroughly understanding each step, you can use the right strategies and tactics to increase the number of potential buyers that go from one step to the next.

Much of those tactics lean on buyers’ psychology. And the world’s most experienced marketers know that there’s a psychological process behind each buying process.

This understanding can have a huge positive impact on your business.

Why is a Sales Funnel important?

a man pinpointing the bottom of a sales funnel with his pen

The sales funnel helps you imagine the road potential buyers take while making their buying decision.

When you start understanding your funnel, you will better equipped to find the cracks where prospects leak out in the funnel and why/where some prospects (or all prospects?) never convert and leave before reaching the bottom of the funnel.

And without understanding your sales funnel, you can’t fix those cracks or those holes in the funnel. But, by understanding your funnel, you will be better positioned to optimize it and influence your visitors/prospects path through the funnel and eventually impact their decision.

It takes a lot of time and hard work to create and optimize a successful sales funnel.

How to create a sales funnel?

If you want to improve your sales and increase your customers’ base, you need to start thinking sales funnel.

We put some points to help you start creating and managing your own online sales funnel:

  1. Get acquainted with buyers’ psychology. You don’t have to become a psychologist yourself to improve your business sales or to create a sales funnel. But, understanding your prospects buyers will allow you to better serve them. Remember! Your product/service/pitch was not created to serve everybody.
  2. Grab your prospects’ attention. When you understanding the behavior of your prospects you will be better equipped to grab their attention. You can use your social media channels to capture your audience’s attention.
  3. Create a landing page. Your content and ads need to take your prospects somewhere where they can learn more about your business.
  4. Create an email campaign. Use your email market to bring interesting content to your leads. This will help you keep their interest, educating your audience and build up to the sale.
  5. Maintain the relationship. Thank your customers for their purchase and offer to them additional opportunities. Stay in touch!

Do:

  • Understand your audience
  • Pay attention to all aspects of your sales funnel and use them to impact your customers conversion.

Don’t:

  • Ask people to buy from you right away or you will only chase them away.
  • Overlook details as small as font choice.

Examples of successful sales funnels:

You cannot improve your marketing strategy without learning from these leaders:

  1. Clickfunnels
  2. Netflix
  3. Mailchimp
  4. Coursera
  5. Crazyegg
  6. Netflix

Conclusion:

Creating and optimizing a sales funnel is crucial for your business in today’s competitive world.

Categories
Social Media

Social Media marketing platforms you might have overlooked

There are over 3.5 billion people on this planet today that are active users on social media. This, of course, means that social media platforms are also the ultimate marketing tools with the ability to reach highly targeted audiences via social media is unparalleled. The majority of all businesses are using social media marketing to get a leg up over their competitors. 

However, the trend of using social media to promote your business has become so commonplace that it’s become nearly impossible to stand out on the conventional social media platforms. In this situation, one must think outside the box to stand out. In this article, there will be no mention of popular social media sites such as Facebook, Instagram or Twitter. It’s all about the most underrated social media marketing platforms, what you can expect from each one and how to utilise each platform effectively.        

Quora

While it may be a surprise to Quora on this list since it’s essentially a Q&A site it can be an exceptionally useful tool when wanting to establish authority. Answering questions from the public about your products and services is an excellent strategy for brand managers to get the word out. Quora can also be incredibly useful when wanting to learn more about what fans of your brand are interested in through their questions. With over 190 million users, Quora can be an excellent tool to build your brands’ trust. The users on this platform are often seeking information so will have much less trouble keeping them engaged leaving it much easier to share more information increasing your brand’s influence. 

Pinterest

A well established social media platform than never had the opportunity to break into the top four top social media marketing platforms. Often overlooked Pintreses 250 million active users is nothing to joke about. Pinterest is an entirely visually platform, create super well-designed, vibrant images to stand out on this platform. Pinterest can have such an influencer over its users that according to reports 87% of Pinterest users have brought a product because of Pinterest. Once you set up your business account on Pinterest here are a few essentials you must keep in mind. A nice bio, profile picture and well-planned banner based on your brand’s image is a great start. When using Pinterest similar to other social media platforms we’ll mention it’s vital that you don’t adopt an overt selling approach, find a way to market your products discreetly.    

Reddit

Not commonly associated with marketing Reddit can be an excellent platform for building community relations. Similar to Quora it’s a customer service channel, used to gather community feedback for products and services. A more discrete marketing approach on Reddit is essential as site users can dislike traditional marketing plays and “Call out” companies that try to promote their products and services in the traditional way. The most common use of Reddit from cooperations is through AMAs “Ask me Anything” sessions. Where actors will talk about their latest films or companies will field questions about their latest product. Even though AMAs answers must feel genuine and not overly promotional as it could receive a backlash. Overall Reddit’s 300 million users each with an average visit of 15 minutes is a great platform to interact with your audience, however, proceed with caution to avoid a backlash.           

Twitch

A surprising addition to the list however if your audience is on Twitch it can be an excellent way to spread your message, by either having a Twitch channel of your own or by running sponsored streams. For those unaware of the premise of Twitch, it’s similar to broadcast TV different content is available on each channel and users to have to tune in to watch it live, although it is also recorded. The platform began as a way for the game to interact with one another however it has evolved into much more than that. While still heavily gaming influenced it has evolved to also include other areas in turn it has also expanded its audience. If your audience is suited to Twitch take full advantage of the most popular streaming service in the world. 

Tik Tok

If you haven’t heard of this popular app by now you must be living under a rock. Exploding onto the scene late 2019 and continuing to grow in popularity during 2020 Tik Tok is quickly becoming a major player in the social media marketing industry. In less than 2 years it has a global audience of 500 million users. It’s still in its early stages so the rules are still being written and most effective strategies still being formed. One thing that is for certain is users are looking for snappy entertaining videos, before embarking on Tik Tok ads you must be prepared to show off your brands lighter side. Unlike other platforms, if you want to run paid ads on there is some upfront cost with uncertain results, however, with well thought out organic content there is no need for a paid investment. For inspiration on how a traditional business can utilise Tik Tok check out The Washington Post or Yahoo’s page. 

Like any online marketing campaign, it’s all about finding the right audience. If you believe the right audience for your business is on one of these platforms but need help getting your marking efforts ready, contact the experts today! Let’s Talk! 

Categories
Social Media

Developing an influencer outreach plan

If you’re planning on starting an influencer marketing campaign you’ll need our guide on how to develop an influencer outreach plan and the fundamentals of an influencer marketing strategy.

Influencer marketing has quickly become one of the most popular methods to help increase your brand awareness and trust. Influencers allow you to reach a unique, niche audience that would otherwise not be exposed to your brand. There are enormous benefits to running a successful influencer marketing campaign and it can often be just as important as Facebook and Instagram campaign management. However, it can be a time-consuming and complicated campaign to set up if going in blind.

An influencer campaign may not be suitable for every brand but it has proven results in certain industries and can even average a return on investment of $6.95 per $1 invested if utilised correctly.

Create an influencer outreach campaign that works

The key to a successful influencer outreach campaign is building a relationship after you have contacted your influencer. 

A quality relationship with your influencer generally involves mutual benefit. It grows your reach organically while the influencer also receives something in return. 

An influencer marketing campaign may be successful for your competitors, however, without careful consideration into what you want to achieve with your campaign, you may as well be throwing your marketing budget away. 

If you do not target the right influencers with the audience you want you’ll quickly run through your budget with a poorly executed campaign and won’t get the desired results. Avoid wasting your marketing budget by following our steps on developing a winning outreach influencer outreach plan. 

Get to know your influencers

Before you begin reaching out to influencers, your priority should be evaluating what you want to achieve from your campaign and what you want your influencers to accomplish. Develop a firm understanding of your campaign and discuss which KPIs you wish to measure to evaluate your success. Ask yourself at the end of your campaign, what will success look like?  

Following this step, it’s vital to research your influencers, use influencer marketing platforms to get an idea of the key figures related to your brand. 

Ideally, they should be involved in your field, if this is the case their followers would also be interested in your content. Growing a relationship with an influencer who is uninterested in your industry is a waste of time for all parties involved.

Do the research through various influencer marketing platforms learn the industry they’re in, the engagement rates, how many followers they have, only then can you evaluate whether you have chosen the right influencer.     

Make contact 

After conducting your research, you will now have the ideal influencer for your brand in your mind. Next comes the outreaching, much like forming any new relationship you need to get to know them plus they need to get to know you. 

It’s time to start stalking them (not literally of course). Get on their radar by engaging with their content, likes shares comments across multiple platforms. When developing your influencer outreach plan you mustn’t forget they’re human. Be nice, be supportive, they’re not robots. 

Liking and following them will not only familiarise your name with them but you’ll also get to know them better before making first content. This also means you’ll be able to personalise your first message, in the next stage.        

Touchdown 

Once you’ve gotten to know your influencer and feel comfortable contenting them, it’s time to tailor a personal message. 

It’s essential to send a personalised message, you’re trying to build a relationship, similar to online dating you won’t stand out unless your message is unique and personal. Our advice is to let them know why you chose them, use your research to show you know a little bit about them and finally be genuine. Don’t try to hide your end goal, influencers are busy people and know you aren’t contacting them to become best friends, tell them what you expect from them and what you’ll give in return.   

The platform you contact them on will also play a role, email, Instagram or LinkedIn are all viable options. Ultimately it will depend on your industry as to which format gets the best response rate. Using an influencer marking platform is also a choice, however, some may limit direct contact. Instead, it asks you to provide a brief of what you want. Although influencer outreach platforms are acceptable options, you’ll lose some of the personalisation and customisation.         

Overlap your audience 

To truly establish your brand with your target audience, the ideal solution is to find influencers whose audience overlaps. This way you can have multiple touchpoints with your target audience, forming a trusting relationship between your brand and the audience. 

If a consumer sees their favourite YouTuber and then their favourite Instagram model promoting the same brand, it’s more likely to become a trustworthy brand in their mind.   

Our advice is once you get to know one influencer ask them to introduce you to their friends, by having a friend on your side you’ve already got one foot in the door. You’re more likely to be trustworthy when being introduced by a fellow influencer. Use an influencer to harness relationships with other influencers. 

Segmentation 

Influencers themselves are generally categorised into different levels, depending on how many followers they each have. At each level, you will have different engagement levels in addition to varying costs. 

The top-level consists of celebrity influencers, these are your traditional movie stars, athletes or singers they are recognisable across most industries and have the largest reach. This comes at a substantially higher cost than lower-level influencers. Additionally, top-level celebrities generally have lower engagement rates than smaller influencers. 

The next categories consist of the top 5%, influencers in this category receive over 250k monthly visits. Similarly, influencers in the top 10% have between 25,000 and 250,000 monthly visitors.   

The final category of influencers is those with under 25,000 monthly views. These influencers are widely considered the most effective due to their low costs and high engagement rates. With these smaller influencers, you can also be sure of the audience you are targeting. In our mind, this is the ideal level to target with your influencer outreach campaign, although it may also depend on the location of your audience.    

Get your influencers on board

The ideal scenario when reaching out to influencers is to get them as dedicated to the brand as you are. There are several ways to do this either through affiliate programs, sponsored content, with compensation through products or currency or with brand ambassador programmes. Each influencer will have different preferences, our advice is to find a custom solution that works for both your brand and the influencer. It’s up to you and your influencer to determine the best compensation model for your objectives. It’s also important to thank the influencer for their involvement, once again they are people, not robots.  

It’s all about building the right relationship with the influencer you work with, free customised products, exclusive events or inviting them to product launches are great ways to get your influencers on board. A pen with your logo on it may not be enough to help you stand out from the crowd.    

Following these steps in your influencer outreach will help you nurture the relationship, into a fruitful and mutually beneficial relationship for all.  

Overall, while not as easy as other campaigns an influencer outreach campaign when utilised effectively can be extremely prosperous. If you’re struggling to get started with your influencer outreach campaign, contact the experts today! Let’s Talk!

Categories
Email Marketing

Writing the perfect outreach email

Sending the right outreach email is essential to your success no matter what your goal is, the ability to write is essential. The first email will often make or break the business relationship, success means open doors and new opportunities whereas failure to impress means the door is shut and often once shut it stays that way. Of course, this means huge pressure on your initial email not to get it wrong, but if you follow our strategy to writing the perfect outreach email you won’t have to worry about failure.  

Before you even begin you must know your audience, of course, this doesn’t mean personally but put them into a very simple category, 

  • Very busy 
  • Less busy   

The busier you know someone is appreciative they will be of shorter emails that summarises your email so they can get to the point quicker. If someone is slightly less busy they may even enjoy a friendly email that shows you’ve done your research on them and adds context to what you’re saying. As a rule of thumb, journalists are often extremely busy and your email length should represent that whereas an influencer or blogger, on the other hand, may have more time and would appreciate a longer email that includes compliments about their work. 

Another step you should take before reaching out is doing a bit of research into the prospect and see what kind of topics they cover to see if they’re the right fit for you. 

The final step before outreaching is trying to try to get on the radar, by doing things like commenting on their blogs or social media posts they become somewhat aware of you and trust you that little bit more.  

Now that you’ve done all the scouting necessary it’s time to craft the perfect outreach email. Here are some quick tips you should keep in mind! 

Keep it personal 

Want your emails to get ignored? Don’t include any personalization, at the very minimum you should be including the name of the recipient of the email. On the same note make sure it’s the correct name, you may have accidentally copied the recipients of the previous email into this one or had a typo, regardless proofreading your email for the correct spelling of a name is essential.  

Be Direct

As previously mentioned this will largely depend on who you are sending this too but regardless of how busy the schedule of the recipient is the email you write should include the point of it within the first two lines of the email. This applies to the content but also the design of the email. Don’t include everything in one big paragraph, break it up into short paragraphs or even bullet points if possible.  

Don’t include attachments 

Attachments are inherently untrustworthy especially if they arrive from strangers. A better method of communication is to include links in your email this way you don’t need to include mass information in the email or include any attachments. 

Nail your subject line 

When it comes to open rates your subject line is the most important aspect of your email. An amazing subject line should: 

  • Be genuine 
  • Be intriguing 
  • Be personalized 
  • Create urgency  

And perhaps most importantly it should be concise, maxim two to three words. 

The effects of a perfectly designed outreach email can fast track your way to more collaborations and backlink building.  

Unlock your full potential with the perfect outreach email and you’ll see why your email marketing agency takes time to develop the perfect outreach email. 

Categories
SEO

Implementing SEO Solutions for Small Businesses

How to implement SEO Solutions for Small Businesses

It was easy to dominate Google search rankings locally even just a few years ago.

Pay attention to your on page SEO, dial in your keyword research, and focus on building some NAPs and you were good to go.

But after the Google Venice update local SEO changed completely.

Like with most Google updates and their effects on SEO, almost overnight competition for the top spots went through the roof – making it a whole lot harder for small businesses to dominate the way they had previously.

Thankfully though, armed with just a little bit of inside information like the tips and tricks below, you can skyrocket back to the top of Google again while formulating strategies to avoid a Google penalty.

Implement the five strategies we in this quick guide and you’ll be able to take your SEO to the next level in a hurry.

Of course for best results you’ll always want to consider partnering up with an expert SEO agency who can focus on what they do best while leaving you to navigate what you do best.

Let’s get right into it!

Create Location Specific Landing Pages

80% of ALL local searches on mobile phones end up converting.

Think about that for second.

If you had a magic machine that converted 8 out of every 10 prospects that searched for your products or services, especially in your local area, you would run it on a 24/7 basis every single day of the year.

Well, that’s what location specific landing pages can do for your SEO efforts.

Far too many small business owners are (understandably) going with one-size-fits-all marketing approaches for all their lead generation efforts. This is a huge mistake if you’re trying to maximize local search engine results, as the more targeted you make your landing pages – and the more location specific you make your landing pages – the better your conversion rate becomes.

Not only that, but when you hyper focus your SEO efforts to a specific location you’re able to weed out a lot of extra competition. You’ll have an easier path to the top of Google and you’ll have to spend less time and money defending that top spot, too.

Get Listed in Local Directories

Listings in local directories (like YellowPages.com, Yelp, Super Pages, City Search, Yahoo Local, Facebook, etc.) can give you a huge bump when it comes to local SEO.

For obvious reasons all of these directories are considered to be very influential and very authoritative. When your listed on these directories that Google has a favorable attitude towards your own credibility and authority skyrocket, and so do your search engine results.

It is, however, important that you get citations that accurately reflect your web information on these directories.

It’s not a bad idea to look at the local directories you’ve already listed in every once in a while to make sure that your information is relevant, accurate, and up-to-date. Anything that needs to be changed should be ASAP.

You want to make a big point of linking to those directories while leveraging any of the back links and “link juice” they push your way, too.

Link Build Strategically with Partners and JVs

If you have been in business for any amount of time the odds are good that you have partnerships and relationships in your local industry and business community.

One of the smartest moves you can make (especially as far as local SEO goes) is to reach out to these business owners, partners, and relationships to see if you all can get a link sharing setup going with one another.

It doesn’t take a lot of convincing to get people on board, either.

Every successful business owner understands the power of Google these days and how important it is to be ranked highly for core search engine keywords. You might not necessarily get your closest competitors to share links with you, but even partnering with similar businesses (or just locally targeted businesses) and swapping links on one another’s platform can give you a big bump, too.

If you don’t feel like doing the heavy lifting of getting these agreements in place this is something that can be outsourced pretty easily. You don’t even have to necessarily hire top-tier SEO agencies to do the heavy lifting for you.

People on your sales staff, interns, or even just freelance SEO pros cannot these kinds of agreements out for you pretty quickly and get your links placed where they’ll give you the maximum return.

Create and Optimize Google My Business

Your My Business listing on Google is going to be a huge source of organic traffic – if you’re using it correctly.

Google properties are (no surprise here) always given a bit of priority access in search engine results. You may not be able to grab the top spot just because of your My Business listing with Google, but you’ll definitely be in the top five – and can push your own site closer to the top, too.

Be sure that you are using a keyword rich description that doesn’t feel written for robots. Carefully craft a marketing message that can attract people to your website with SEO tactics littered throughout for the best results.

Make sure that all of your images are geo-tagged (to cash in on local SEO benefits) but also make sure that they have the right title tags and alternative text with SEO keywords sprinkled in, too.

Anytime you create content for the web you need to be sure that you are first creating it with your perfect prospect or customer in mind.

After that, though, you need to back fill in effective SEO tactics like the ones we highlighted above – especially on something like My Business on Google – to push a flood of targeted traffic your way.

Blogging

Lastly, Google still loves fresh and relevant content that isn’t keyword stuffed beyond all recognition.

Content marketing from a search engine optimization standpoint is still a huge piece of the local SEO mastery puzzle.

If you are going to blog, however, you want to make sure that you stick to a regular posting schedule. You can’t take a willy-nilly approach to this. It just won’t work. You’ll actually end up taking your search engine results if you post infrequently.

Semi-daily posts are best (especially if they target different keywords you want to rank highly for), but weekly or even biweekly updates are okay – not only from a content standpoint but from a search engine optimization standpoint, too.

Build up a library of blog posts and you won’t only be able to grant the top spots for the local keywords you are after. You’ll also be able to dominate and defend those positions from competitors not willing to do the work you have to get the spots in the first place.

So the next time you wonder why isn’t my website performing effectively in the search results, consider adapting the suggestions we’ve outlined above.

Best of luck going forward!

Categories
Pay Per Click

Best Practices for Optimizing a Landing Page for Google Ads

Incorporating the best practices for optimizing a landing page for Google Ads

You could throw a mountain of money into your Google Ads budget online and still get horrific results if your landing pages aren’t well optimized. Obviously, the first step is to understand and capitalize on Google Ads but a crucial part of this practice is mastering landing page creation.

A lot of otherwise smart and strategic marketers are surprised to learn that their SEM account filled with thousands of carefully selected keywords and sky high Click Through Rates (CTRs) isn’t producing simply because there landing pages were just sort of slapped together.

Thankfully though, with the help included in this quick guide and your PPC agency, that’s not going to be a problem for you any longer.

By the time you’re done with the inside information below you’ll have a much better idea of how to perfectly optimize your landing page with Google Ads traffic in mind.

Zero in on the key details we share and you’ll be able to bump your conversion rates pretty quickly (maybe overnight). Keep hammering away at these fundamentals and you’ll be on the path to online marketing mastery faster than you thought possible.

Let’s get into it.

Consistent CTAs

If there’s one thing that you really (REALLY) have to get good at – aside from crafting offers, course – it’s knocking your Calls to Action (CTAs) out of the park.

One of the biggest mistakes that new copywriters in particular make is forgetting to explicitly tell their prospect what the next step to take is on the landing page.

Far too often we just sort of hope that our marketing will have handled enough of the heavy lifting to get them to do what we want them to all on their own. There’s nothing wrong with that kind of thinking from a personal perspective, but it’s going to crush your conversion rates more than maybe anything else.

You need to make sure that your Calls to Action – buy now, pre-order now, subscribe today, click here, etc. – are ALWAYS included in the close section of your landing page.

Be clear. Be concise. Be direct.

Tell them what you want them to do and they are much more likely to do it.

Split Test Various Elements – Copy, CTAs, Structure, Design

The most successful marketers on the planet are constantly tweaking, testing, and optimizing all of their marketing materials.

Your landing page should never be “finished”.

It should always be in a constant state of being taken apart and put back together again with new headlines, new offers, new CTAs, new testimonials, new proof elements, etc.

You always want to make sure that you are looking for something that can give your copy a lift, split testing it against the original to see what works, what needs to be reworked, and what should be discarded and avoided from here on out.

Once you get a high performing landing page that you’re happy with you want to make it the “control”. From there start changing one component at a time – a new headline, new offer, new structure, etc. – to see if you can beat the control.

When you inevitably do, that winner becomes the control and you rinse and repeat the process all over again.

Loading Speed

Landing pages need to load as quickly as humanly possible – and ideally even faster than that!

Google has shown time and time again that even just a half second or full second delay can kill your conversion rate.

People are so used to having the links they click load instantaneously that they just aren’t going to wait for your page to take its sweet time. Especially when all of your competitors (ALL of your competitors) can be visited by clicking the back button and then finding a different link to try – one that might load a lot faster than yours did.

Optimize your images, your copy, and shrink your code as much as you can. Make your landing pages lean and mean and you won’t have anything to worry about.

Always look for ways to speed things up and you’ll be good to go!

Use Dynamic Keyword or Other Parameters

Dynamic keywords (or other dynamic parameters) that adjust on the fly depending on how your Google Ads visitor found your landing page can be a great way to turn “halfway decent copy” into home run, blockbuster style winners without changing any of the other core elements.

It’s important to remember that when you are pushing Google ads traffic to a landing page you’re usually dealing with cold traffic. Frigid traffic, even.

Most of the time these visitors are people that have never heard of your business, your product, or your service. Your landing pages the first interaction they have had with you – and it might be the last one you aren’t really relevant to their needs.

Dynamic keywords and other dynamic parameters can sort of adjust and tailor your landing pages to the express keywords they were using to find your marketing in the first place. It’s a great way to stack the deck in your favor, that’s for sure.

Social Proof Signals

Social proof is a huge piece of the marketing success puzzle.

People are always a little bit nervous about handing money over to complete and total strangers online, but are even more nervous to do so if they think they are the first person to buy whatever it is you have to offer.

Social proof – testimonials, social media action about your products or services, customer reviews, etc. – go a long way towards putting people at ease.

When they see that other people (people like them and especially prominent they are aware of) are happy with what you have to offer you immediately get a big bump of authority and credibility have had otherwise.

You can never have enough proof on your landing pages. Flood your page with proof and your conversion rates will skyrocket dramatically.

Easy Lead Generation Forms

Again, when you’re pushing Google Ads traffic to a landing page you’re talking about ice cold traffic.

The absolute last thing you want to do is give these strangers a reason to click away from your landing page, even if that reason is something as seemingly benign as having an overly complex lead generation form.

If you’re doing strict lead gen with your landing page – especially when you’re working with cold traffic – ask for their first name and their email address.

That’s it.

You can maybe (MAYBE) get away with asking them for their last name as well but sometimes that’s really stretching things.

With those two elements (their first name and their email address) you can do some really sophisticated marketing. Keep your forms simple and you’ll streamline your success significantly.

Mobile Friendly

Mobile traffic is already responsible for a huge chunk of visitors to most people’s landing pages and you need to be sure that your site is mobile friendly if not completely built on the back of responsive design principles.

This all circles back to making it as easy as possible for your prospect to engage with you, especially before they hand you any money.

You need to simplify things, you need to meet them where they are (on their laptop, desktop, tablet, or phone), and you need to make the experience a positive one – not one they have to fight through just to maybe give you money later down the line.

Knockout the core elements of great landing pages we highlighted above and you’ll start ringing your online register a lot more often!

Categories
Social Media

How to use Linkedin as a marketing tool

Using Linkedin as a marketing tool

Essential to any individual in the business world LinkedIn stems from the need for a professional social network. In essence, LinkedIn is about Career development harbouring professional relationships, discussions about industry development and other business-related topics.

Unlike other social media channels such as Facebook or Instagram, Linkedin is not a place to be blatantly pushing your products and services it is generally looked down upon by the LinkedIn community to be overly sales-oriented.

The likelihood of a brand follower on LinkedIn already knowing about the brand is extremely high, so spamming your LinkedIn audience about your products and services will not get the results you want. The Social network consists of a different audience than other platforms such as Twitter and Instagram, and the messages you put across must reflect that to achieve the results you want. In this article, you will discover how to use LinkedIn as a marketing tool.

Use LinkedIn Paid Ads

LinkedIn ads are unmatched when it comes to targeting business professionals and companies. You can target the precise industry, Company size and even the job role of the people interested in your products and services. For example, if you are a customer support centre you can advertise to companies in a certain area under 50 employees and show your ads to executives at the companies with a customer-support title. The power of LinkedIn ads is undeniable when utilised correctly.

Quality Content

Similar to Paid advertising on LinkedIn organic posts can also be highly targeted. For this reason, it is important to be high-quality content, educational content teaching users about an important aspect of their industry or job. Through the continual use of education and original content, you will establish yourself as a thought leader in that space. Providing real value to your audience leads to more brand trust and ultimately all-around better results.

Join LinkedIn groups

A great bit of advise if you’re just starting with LinkedIn marketing is to join groups, LinkedIn groups will offer you a multitude of benefits. In addition to being able to “listen in” on what your target audience is interested in, you’re also able to interact with and offer advice for members of the group further establishing yourself as a thought leader in the industry. One of the biggest benefits of being a member of a LinkedIn group is the ability to message members of the group without having a connection with them. You should be utilising groups to their maximum potential by being a part of up to 50 groups. Taking it one step further you can also create your group.

Still not sure how to get started with LinkedIn marketing?

Contact the experts today at Yoshiro Digital’s Social Media Department! Let’s Talk!

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Social Media

How to target Facebook ads to fans of a competitor page

Getting your ads in front of your competitors is a well known in Pay Per Click (PPC) strategy. It can help you generate leads and cripple your competitions’ sales. Google ad marketing allows you to target competitor brands and product keywords but up to date, Facebook does not have the direct option to target competitors but there is a way around it.

One may think to target the followers of your competitors’ Facebook page however as previously mentioned this is currently not a targeting option that Facebook allows. While this may not be an option interest targeting is a very powerful tool that can be used for this exact scenario.

How it works

Interest-based targeting can be used in this situation because you can use your competitors as the interest being targeted. Once you get to your detailed targeting you can type in your competitors’ name and Facebook will populate your audience with users who are interested in your competitor. While this is not targeting people who have directly liked the page it is the closes option Facebook allows and although not stated by Facebook the “interest” you choose to target will likely include followers of the page.

You also want to test different keywords that characterize your competitors’ pages for example if they sell computers target other similar interests related to computers in addition to the name of your competitor.

Does it work?

An interest described by facebook means “People who have expressed an interest in or like page related to”. This means it’s not an exact science but it’s the closed Facebook allows. If you’re still not sure you can use this method, find the estimated audience that Facebook gives you and cross-references it with their pages followers, Keep in mind Facebook also owns other platforms such as Instagram and WhatsApp so the numbers may vary slightly, but it will give you a rough estimate of the audience you’re targeting. The only way to know for sure if this is the right targeting option for your business is to test it.

Overall while not as easy as Google Ads or other Search Platforms, on Social Media, you can target your competitors’ pages to some extent, it is definitely a strategy worth testing. Still not sure how to get started targeting your competitors?

Contact the experts today! Let’s Talk!

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Email Marketing

To use or NOT use images in email marketing

Images are a much-debated topic in the email marketing community, some fiercely argue for the use of images are some arguments are against the use of images.  Of course, the choice to use images is not always present. In some cases, the use of an image will not make sense while in others an image might seem fitting, but does it improve the performance of your email? 

Benefits of Images  

Let’s first discuss some of the benefits of using images. 

Unlike other channels namely Social media email is a message focused channel meaning your focus should be on the message, not the design.  The message should first and foremost be your priority when drafting your email marketing.   With that being said however images can be a powerful tool if used correctly, humans naturally process images up to 10x faster than written text.  If you’re looking to get your message across instantly using images can tell a story, promote a particular offer, or establish consistency between emails.    

Right Ratios

There is a common agreement that using 30% imagery and 70% text, known as the 30/70 rule, is optimal. While it may be tempting to stick with this the best ratio may vary from industry to industry, hospitality, and food industries have seen more success with a higher image ratio. Whereas business to business (B2B) marketing performs better with more text as it will likely have more information to convey.  

The best way to find out what works for your industry is to test it. Start with testing no images vs. images and expand focusing on image heavier emails until you find your sweet spot.  Measure metrics such as CTR (click-through rate) to find out which image to text ratio is best for your business. 

Another side of the argument is to include only an image in your email including any text inside the image, let’s take a look at the pros and cons of using only an image. 

Pros

  • Easier to assemble than creating in HTML 
  • iPhone and Gmail users download the image automatically 

Cons 

  • Some email providers block images by default 
  • Images are not responsive and may not be suitable for mobile devices 

Conclusions  

Before considering using only images we first suggest looking at where your emails are being opened more frequently. If your emails have a higher rate of opening on servers such as Outlook or Android you should not use an image as it will be blocked.  On servers like Gmail or iOS give a campaign with images a go and see what kind of results you get. 

Do you have any questions or want to get started with your email marketing campaign?

Contact us today! Let’s Talk. 

Categories
Web Development

Top 5 Popup Ideas to Grow Your Audience

Top 5 Popup Ideas to Grow Your Audience

The true value of popups is typically neglected. But think of it this way: they literally jump into your face. Imagine how many visitors you could convert if you use them smartly!

Yes, we know what you’re thinking — you’ve had awful experiences with these things. Don’t let them put you off! When used in a targetted way, popups can better your visitor’s experience. Trust me, they’re a fantastic marketing tool.

They can help you grow your audience, highlight your latest offers, expand your email list and regain a visitor before they click away.

Why Bother Using Them?

In short, they work. That’s why. And it is precisely why web development and CRO agencies actively incorporate them into their operations.

Popups ensure people stay on your site longer, reminds visitors of your products or services, and gives you valuable data to produce leads. Consider them your marketing best friend who has a phenomenal gift of increasing conversion rates!

Tips, Tricks and Design Bits

Don’t Forget the Headline

Good headlines sell. In fact, 80% of people generally just read the headline.

My advice? Make the visitor’s benefit super clear, right from the start. No one will click unless they realise what they’re denying themselves if they don’t!

Oh, make it concise too. These days, people have insanely short attention spans. They lose interest quickly so make the headline count.

Relevance is Everything

This doesn’t just apply to your popups. All your content should be clear, to the point and relevant to your product, service or niche.

Everything about your popup should be relevant to your visitor, the page it’s on, and the emotions or thoughts you want people to feel. Don’t let it compete with your page. It should fit your vibe.

Walk-In Your Visitor’s Shoes

Keep your visitor in mind the entire time you’re designing the popup. This is how you ensure it’s relevant. Adopting their perspective when putting it together increases the chance it will actually do its job.

Call Them to Action

A CTA (or call to action) asks your visitors to do something. This should be the main premise of your popup. Of course, this should stand out and have a clear message.

Remember, one popup equals one CTA. You can’t have two. The actual action you want your visitors to do is the CTA.

A Little Respect Goes A Long Way

Yep, within your internet-using lifetime, you’ll have dealt with some awful popups. However, following all of the above (and avoid doing what’s below), you can make a splash on the right side of the pool.

No Exit

We can’t tell you how many times we see a popup that’s like a booby trap. Repeat after me: exiting a popup should be quick and simple. Sure, you might get a few more seconds of watch time from your captors but it’s not worth the sheer anger you’ll create. The ironic part? This no-escape popup strategy could be preventing those who wanted to spend more time looking at your site from doing so!

Confirmshaming

You guessed it, the internet has coined yet another word. What does this one mean? Confirmshaming refers to the act of dissing those who aren’t interested in your popup offer.

When opt-out options say something like, “Nope, saving money is stupid”, or “No thanks, I love looking like a loser”. It was probably quite successful when the first clever soul launched it. Nowadays, it’s annoying and pretty condescending. You’re trying to help your visitors, not give them attitude.

Golden Rule

At the end of the day, make a popup that you would be happy to view. Avoid attitude and sarcastic remarks. Be kind, friendly and respectful to everyone, everywhere.

Top 5 Popup Designs to Help You Grow Your Audience

1. Straight Forward Yet Still Fun

Cutting right to the chase with your headline’s offer is a sure-fire way to get people intrigued. Afterwards, the body text (which people are going to read if they’re interested) needs to be kept fun and light-hearted.

A good tip here is to make sure a popup like this jumps up on the right page. Like a product or service page, for example. Don’t go shoving them on blogs. 9 times out of 10, people just want to spend a few minutes reading articles, not being hassled to buy something.

2. Pop Under (these are fantastic)

That’s right. Your popup doesn’t have to take over the entire page. What a concept!

These are more of a gentle nudge in the right direction. They appear at the bottom of your page, super low-key and discreet. Pop unders are fantastic if you want to ask people to join a mailing list.

Psst… and they’re good for blogs too!

3. Empathy Will Get You Everywhere

Giving your visitor a chance to postpone a deal (without missing it) is priceless. These popups get so much merit in our opinion for just being empathetic and respectful of people’s needs. Interested parties who don’t want to splash the cash yet automatically feel included and understood. Winner.

Also, it’s splendidly simple. There is one call to action. No typing involved. Just one easy click. Magic.

4. Multiple Choice

This one gets 10 out of 10 for directness.

You can just ask what they want to see. It’s pretty fool-proof. You make the headline a question like “What do you need the most help with?”. Then, have three different options below that all lead to relevant pages once clicked. Happy days.

For best results, choose bright, attention-grabbing colours for your option buttons. Your visitors could potentially see the one they want to click before they’ve even read the question!

5. Self Segment

You need a pretty varied target market for this one to work. For example, “teacher, student, parent”. The basic premise is that each button on the popup will take the right visitor to the right place.

Contrasting colours with a powerful message focused on the benefits is a great formula for self segmenting popups.

Success!

The effects of a wonderfully designed popup can fast track your way to more leads, conversions and revenue.

Unlock your business’ full potential with popups and you’ll see why your conversion rate optimization agency is so keen to see you use them!