Saturday, September 23, 2017

Google Shopping Proposal to EU, iOS11 Intelligent Ad Blocking, Getting Accurate Rankings: Weekly Forum Update

This week Google presents their proposal for assuging EU anti trust authorities.

iOS 11 launched to users with new intelligent tracking prevention.

Members discuss how to get accurate rank tracking data and what to do if you’re a well known brand but do not rank for your core short tail term.

Google May Open Up Ad Space to Competitors

View full discussion

In order to meet compliance requirements of European Commission antitrust findings, Google offered a proposal to open up Google Shopping Ad System to allow rivals to bid against Google.

Webmaster World members questioned if this action was sufficient.

Glakes commented that, “I can’t help but to think that despite the offering, its overall value will be limited. One of the key benefits of advertising outside of Google are lower costs and a higher ROI. Allowing competition to come in to bid in bulk may be a ploy to inflate an already high CPC when such competitors would have to outbid Google to participate.”

isellstuff who owns a shopping comparison site noted their doubts regarding possible profit margins , “I own a price comparison website in the United States that has a bit of traffic. Google has been offering price comparison websites access to shopping ads for years. This is not a viable option for us due to slim profit margins. The problem being that Google controls the keywords with their shopping ads program. We can use negative keywords, but we can not bid on keywords.

This is a safe offer for Google. They know price comparison websites can not turn a profit via shopping ads. So they are essentially offering smoke and mirrors. They need to offer price comparison websites equal display time via text ads instead of hiding most, if not all text ads and only displaying the shopping ads when highly profitable keywords are used.

 

Apple blocking ads that follow users around web is ‘sabotage’ – “Intelligent tracking prevention” is here.

View full discussion

The latest version of Apples Operating System, iOS11, which became available to users September 19 has a new feature, “intelligent tracking prevention”, that prevents ads that retarget.

Webmasterworld members were split on if this was a good and responsible action on Apples part or not. Members who did not agree with the action cited that relevant ads are more relevant for users and better for advertisers, since they’re less susceptible to banner blindness. These members also pointed out that there is an opt out option but did state that it is not intuitive and has to be repeated for every device.

Members who supported Apples move agreed with if for a variety of reasons. Some members referenced precidence with print; ergophobe stated, “where was it written that the manufacturers of the hardware that runs the internet have an obligation to make every user trackable? This was never the case with radio, TV, or print ads. Suddenly, the ad industry thinks it’s a God-given right on the internet? I’m sorry, but no.”. Ergophone added, ”
In my opinion, the ad industry broke the social contract at some point and now they are trying to glue it back together with things like the IABs LEAN campaign and such, but for me and many others, it’s just too late.”

Other memebers drew the comparision to how email clients developed methods to better control of email spam, after advertisers began to abuse of email marketing.

Accurate Keyword Position Analyzer

View full discussion

A Webmaster World member who purchased a number of paid rank trackers is finding that many of them do not show the correct position. Other members state that for a variety of reasons, it is not possible to get fully accurate position data and that any insights provided are in aggregate and directional.

NickMNS comments, “There is no tool that can give you accurate picture, because there is no one keyword position (To be clear keyword position == position of you website in serp when a specific keyword is searched). Personalization, time of day, year, month, location, browsing history, and many more factors all influence what sites are returned for any given search. As such it is simply impossible for any tool to provide an accurate response.

Your best bet is to use search analytics in Google Search Console, it should provide an accurate result. But the result will be an “average” view of the results and for low traffic keywords it may not be representative.

Google moves to restrict ads for addiction queries

View full discussion

This week it was announced that google will limit ads for addition related queries, including:

“drug detox”
“drug rehabilitation”
“drug treatment program”

While Google takest steps to identify ways to improve how they combat false ads, they will be showing a local pack at the top of search results in the meantime. One question around this issue is if this change will result in a shift of adspend in this sector from SEM to SEO while google figures out new advertising guidelines for addiction?

One Site Or 19?

View full discussion

A consultant is working with a client that has 19 websites targeting specific locations, which have mostly duplicate content. In addition to getting the websites on SSL, Crea8asiteforum members recommend consolidating the sites to either subdomains or create branch pages on subdirectories. Additionally, members suggest using location and branch of schema to help boost SERP appearance.

Authoritative website & famous product can’t get onto SERP for product category

View full discussion

Over on SEOchat, a member asks why their well known brand is not ranking for key phrases even though they are a top three brand in their niche. One item that was considered is if there is a user intent issue with this phrase in US English and another item considered was on page optimization for the phrase on the homepage.

The post Google Shopping Proposal to EU, iOS11 Intelligent Ad Blocking, Getting Accurate Rankings: Weekly Forum Update appeared first on Internet Marketing Ninjas Blog.



from Internet Marketing Ninjas Blog https://www.internetmarketingninjas.com/blog/sem-industry/google-shopping-proposal-eu-ios11-intelligent-ad-blocking-getting-accurate-rankings-weekly-forum-update/
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Weekend Favs September 23

Weekend Favs September 23 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • Freshchat – Modern messaging software that your sales and customer engagement teams will love.
  • The Startup Club – A fun fiction book which will both engage your early reader with its story and teach them age-appropriate lessons about finances and starting a business.
  • AdEspresso University  – Master Facebook and Instagram advertising.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape



from Duct Tape Marketing https://www.ducttapemarketing.com/freshchat-startupclub-adespresso/
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Friday, September 22, 2017

5 Can’t-Miss Sessions at #INBOUND17

It’s that time of year again, Inbounders!

Between September 25 and 28, marketers of all walks will descend on Boston for HubSpot’s annual celebration of “the human, helpful side of business.” This year’s INBOUND keynotes promise to be unbelievable (again), with speakers as wide ranging as former First Lady Michelle Obama and WWE star John Cena.

inbound 2017 wordstream sponsor 

In addition to the inspiration and insight shared by the bevy of engaging speakers, there are more than 300 breakout sessions (including one from our founder, Larry Kim).

While you might already have your week planned, we figured it couldn’t hurt to pull together a short list of paid search and social themed sessions. Oh, and don’t forget to stop by the WordStream booth and say hello between sessions (more on that at the end of the post)!

#1: Data-Driven Remarketing: 3 Funnel Flipping Insights for Targeting Your Personas

Michael Bartholow is slated to deliver the only AdWords-centric session at Inbound, and it’s a must-attend.

inbound 2017 sales funnel tactics 

Getting prospects to click your ads once is hard enough; this makes remarketing part art part science, but 100% necessary if you want to maximize the value of AdWords. Michael will walk you through how to create custom audiences that target your site visitors with key messaging. Strategies for CVR-optimization through remarketing will include Customer Match, Custom Audience Segments and RLSA.

They’re calling this one a high-level session, so have your pen and paper ready.

Data-Driven Remarketing: 3 Funnel Flipping Insights for Targeting Your Personas

#2: How to Win at B2B Facebook Marketing

B2B Facebook marketing looks to be a tough nut to crack. Even if you’re skilled in the ways of audience creation, organic presence, and advertising, it can still take a lot of work to convince clients that Facebook is a viable advertising channel. Michael Hard, owner of Aquaspresso, will present “a step by step approach on how all B2B can start using Facebook effectively to generate leads and sales for their business.”

inbound 2017 breakout session facebook ads 

Whether you’re in-house or work at an agency, this could be a great way to pick up tips on selling your boss or client on a new strategy (note that there will be an encore of this session: there’s no excuse not to check it out).

How to Win at B2B Facebook Marketing

#3: The Top 10 Facebook and Twitter Content Promotion Hacks of 2017

The man needs no introduction.

Larry will present 10 ways you can amplify your reach on Facebook without spending an arm and a leg. With a combination of ingenious audience-creation insights and content promotion tactics, he’ll help your SMB or agency ball on a budget.

inbound 2017 larry kim breakout session 

The best part? Every hack makes use of some feature added to Facebook within the last year. Expect actionable advice and unicorns for days (this one’s got an encore scheduled as well)

The Top 10 Facebook and Twitter Content Promotion Hacks of 2017

#4: What I've Learned About Paid Ads from Spending Millions on Facebook

While you might not have millions to spend of Facebook advertising, you can learn a ton from the folks who can. Take advantage of this opportunity to hear from a veteran who has spent more than $50 million on behalf of Inbound’s organizer, HubSpot.

inbound 2017 facebook big spender breakout 

Paid Acquisition manager Rex Gleb will dish on what’s worked (and, more importantly, what hasn’t), arming attendees with enough knowledge to leave his session ready to make the world’s most popular social network sing.

What I've Learned About Paid Ads from Spending Millions on Facebook

#5: Get More Leads from Content with Facebook Lead Ads

Facebook’s Louis Moynihan and HubSpot’s Lars Osterberg will be speaking about something near and dear to my heart: Facebook lead ads.

inbound 2017 facebook lead ads breakout 

While it seems the primary focus of this breakout session will be to highlight HubSpot’s new-ish Facebook integration, it won’t hurt to hear about lead ads straight from the horse’s mouth. If you're struggling to increase lead quality and improve ROI with Facebook ads, this session is for you.

Get More Leads from Content with Facebook Lead Ads

Where to Find WordStream at Inbound

If you’re looking to improves your AdWords account, get started with Facebook ads, or simply say hello, just look for the WordStream logo near the center lounge.

A small army of WordStreamers wearing great shirts will be at booth S22 ready and waiting to share insights talk PPC.

wordstream booth s22 inbound 2017 

And if you’re looking for something to do in the Seaport after your first full day at Inbound…

Tuesday Happy Hour at Papagayo

Love networking with fellow marketers and sipping margaritas? Let us buy you a drink.

wordstream event inbound 2017 papagayo 

WordStream, G2Crowd, & SnapApp are sponsoring a FIESTA for attendees on Tuesday, 9/26 at 6:30 PM. 

Papagayo is just a short walk from the Boston Convention and Exhibition Center (the address is 282 Summer Street). If you plan to attend, please register here!



from Wordstream Blog Feed http://www.wordstream.com/blog/ws/2017/09/22/inbound-2017
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Marketing Materials – The First Rung on the Sales Ladder

Marketing Materials – The First Rung on the Sales Ladder written by Guest Post read more at Duct Tape Marketing

There can be a lot of motives when it comes to marketing.

Some campaigns are created to increase brand awareness. Some are created to generate leads. And some are created to generate direct sales.

Despite the original motive of the marketing campaign, in the long run, there is only one end game — more conversions.

No matter what each business classes as a conversion, that conversion is the reason why millions are spent on marketing each and every week across the globe.

But what marketing materials actually work?

Engagement

Each day hundreds of marketing campaigns are thrust in front of us.

Open a newspaper and there’s an ad for a new mattress. Load up your laptop and there’s an ad for some trainers you at last week. Look out the window and there’s a billboard for the latest teeth whitening product.

Everywhere we look there’s marketing, much of which we won’t notice. All of this marketing that goes unnoticed is either not very good or is poorly targeted.

The first step of any good marketing campaign is engagement. If you don’t get the right things in front of the right people then how can you ever expect them to convert?

In today’s society, there are of course many ways that you can reach people with your marketing.

A spokesperson for the digital marketing agency, Panoptic Media, said: “The fact that it’s now possible to reach anybody in the world with our marketing efforts is an incredible thing. Digital campaigns can be as targeted or as broad and diverse as we like, and from a marketers perspective this opens up many doors for us and our clients.”

But what about marketing that doesn’t happen on the internet?

Many people will have you believe that offline marketing is a dying art, but that’s not the whole story.

There are still many ways in which marketers or business owners can utilize ‘old-school’ marketing.

Take event marketing, for example. There is still a lot of value in building relationships on a face-to-face level, and there are marketing materials that can help with this.

For example, a recent study by digital print experts Purely Digital showed that people are far more likely to engage with marketing materials such as leaflets and scratch cards than a wristband or sticker.

User experience

Having managed to get the initial engagement it’s then crucial to provide a high-quality user experience. If the marketing material (no matter what it is) proves a challenge for the user then anybody who initially engages will soon lose interest, which is a potential opportunity lost.

User experience is something that has become more and more important with the evolution of technology.

There are now many more options out there for each individual. If you engage with a piece of marketing and it’s difficult to interpret or find what you’re looking for then you have the option to move on — and this is extremely true online.

Google prioritizing UX

Nowadays Google is placing a great deal of importance on UX. It used to be the case that with a few high-quality links and some well-written meta and title tags you’d be able to earn yourself a reasonable standing in the SERPs.

Increased competition has meant that this is no more.

A website needs to provide the user with an experience that makes people want to come back. What happens when a user is actually on a site now plays a big role in how Goole perceives that site.

The Conversion

As mentioned, the user experience is key. But it’s also important that businesses don’t forget the initial reasoning behind their marketing campaigns — the conversion.

Getting the conversion from a marketing campaign links in heavily with the user experience.

A good marketer will be able to plan a user experience and journey that leaves the conversion an inevitability.

For the best in the business, leaving things to chance is not an option. Whether it’s a marketing campaign that begins with putting flyers through doors or a highly specific remarketing campaign online there are certain things that can be done to boost conversion rates across the board.

One of the major things that can lead to high conversion rates is ensuring that your marketing targets the right people.

Panoptic Media added: “One of the major problems we often see when people come to us is that they aren’t sure who they’re targeting, or who they should be targeting.

“It’s often the case that people target too wide an audience. It’s always that case that if you’re trying to market to everybody, then you’re actually marketing to nobody.”

When it comes to selecting marketing materials it’s not a case of one or the other.

A good marketing campaign should take somebody on a journey. And whether that journey incorporates one, two or much more different marketing materials and avenues, as long as the user gets what they’re expecting at the stage of initial engagement then there’s no reason that you won’t get the conversion.


Aaron WattsAbout the Author

Aaron Watts is an Outreach Executive who works for Sheffield based Digital Marketing Agency Ignition Search. He is extremely focused and passionate about boosting SERP rankings and driving good quality traffic to and websites. “Good traffic is traffic that interacts and subsequently converts”.



from Duct Tape Marketing https://www.ducttapemarketing.com/marketing-materials-first-rung-sales-ladder/
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Thursday, September 21, 2017

Smarter Outreach: 3 Google Chrome Extensions to See Who is Behind Each Email

Today’s social networking world is overwhelming: You meet people online, talk to them, lose them for a month or two, then find them again. There should be better ways to keep up than trying to remember everything!

Luckily, apps are popping up that allows for smarter outreach, by putting a social dashboard inside your inbox. These three helpful tools work by giving you information on each contact, effectively establishing your own little social network.

If you have been looking for a more social way to interact with your contacts, or just don’t always remember names without faces attached, check these programs out.

1. FullContact for Gmail

FullContact for Gmail

FullContact for Gmail has been named the best alternative to Rapportive after the latter became Linkedin’s Sales Navigator (as discussed below, Sales Navigator is still a useful Google Chrome extension if you spend a lot of time on Linkedin). FullContact for Gmail is an awesome tool allowing you to see social profiles, job titles, tags, and notes for each of your Gmail contact. View recent tweets and company information without leaving your inbox.

If you subscribe to FullContact for Teams ($9.99 /Month with a free trial available), you can use the extension to share contacts with team members, add notes for individual contacts, apply collaborative tags.

The tool is one of the highest-sated extensions currently in Google Chrome web store.


2. Discoverly

Integrate your Facebook, Twitter and LinkedIn emails inside of your inbox, and that is just a start. Discoverly is all about creating a more interactive email experience, not only adding that element to the email itself but also putting interactive live feeds within your range of sight.

They also have security icons, allowing you to confirm the source of emails and quickly catch phishers posing as official parties. It works with Gmail, Yahoo and Outbox email clients, and you can download it for free.


3. Linkedin Sales Navigator for Gmail

Formerly known as Rapportive, this Gmail client is the first program I ever came across. Since it became Linkedin Sales Navigator, it has lost some of its initial appeal (the product had shifted away from supporting other social networks) but it still remains a useful extension, especially if you spend a lot of time and effort building your Linkedin connections. It also makes sense if you already have Sales Navigator subscription which is required in order to use this product.

This is a free tool, and you simply add it to Gmail. It can be customized, but the features are pretty straight forward.


What Do Do With This Info?

Alright, so you can get all these social and demographic tidbits about your contacts. What exactly are you supposed to do with all this data once you have it? Knowing things like their social activity, general location and work info is great, because it lets you better target the conversation.

Do they live in the same city as you? Invite them out to lunch for some one on one networking. See that they are going to be attending a conference you are? Set up a meeting during it to get face time with people you normally wouldn’t. Just finding contacts at companies you want to be affiliated with can be a major benefit.

At the very least, these tools can be a great way to organize your contacts, a list that can get very long and hard to keep track of.


Conclusion

Anyone can see a real change in their engagement and outreach with one of these tools. They are quick, easy to use, and (mostly) free. Not to mention a fun way to keep up with social media in your personal life.

Do you know of any good outreach tools for email clients? Have you been using one not on this list? Let us know in the comments, and be sure to include a link!

Save

The post Smarter Outreach: 3 Google Chrome Extensions to See Who is Behind Each Email appeared first on Internet Marketing Ninjas Blog.



from Internet Marketing Ninjas Blog https://www.internetmarketingninjas.com/blog/marketing/smarter-outreach-3-tools-see-whos-behind-email/
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8 Popular Landing Page Designs: Which Types Work Best?

“I told you guys there would be blood, sweat, tears. I told you guys he was a hell of a fighter standing up — kinda shocked me.”

That quote comes from Floyd Mayweather, following his recent bout with Conor McGregor. Mayweather walked away from the fight with at least $100 million, while McGregor pocketed a mere $30 million.

Landing page designs Mayweather McGregor fight

Image via Esther Lin/Showtime

All kidding aside, the idea came to me: Designers and marketers are always debating what types of landing pages work best. Minimalist design? How much copy? Why not square landing page designs off in a series of fights?

So check out eight popular landing page design types, their pros and cons, how they compare, and what might happen if they duked it out in a ring.

Short-Form Landing Pages Vs. Long-Form Landing Pages

Tired of the never-ending debate between these two? I am. So, I’m putting the tension between these landing page types to rest. Once and for all.

Short-form landing pages work better for minor asks. That usually means an email address or small purchase.

For example, Michael Aagard found a Swedish gym chain boosted sales 11% with a shorter landing page:

Landing page designs A/B test example 

Image via ConversionXL

Note: 249 Swedish Krona equals about $31.

So when short-form and long-form landing pages square off, short-form pages win with smaller asks. However, depending on what you sell, you may not know what “small” means to your market. Test if you’re not sure.

Short-form delivers a surprisingly painful blow to the chest early into the match.

Conversion Rate Experts puts long-form landing pages to the forefront, as they helped Moz (then SEOmoz) generate an additional $1 million in yearly revenue with a long-form landing page.

To make it happen, they talked with paying Moz subscribers, free trial members, and paying members who canceled. They also spoke with Rand Fishkin, who explained how he sold in person with ease.

Eventually, they came up with a landing page, oh, about seven times or so longer than the original:

Landing page designs Moz longform landing page example 

Image via Conversion Rate Experts

…And long-form landing pages pop right back with an equally wicked counterpunch. In this case, the offer is software, which usually requires more commitment from the buyer, so they might want more information before making a decision. This is where longer landing pages shine.

Note that cost is not the only variable here. Sometimes even a free offer requires more context. WordStream tested short and long versions of the landing page for its AdWords Grader and found that the long version performed much better. This is a free tool, but in this case, prospects wanted more information before connecting their AdWords accounts – so the page is built out with plenty of info to build trust (like testimonials).

This harkens back to an important lesson from the legendary business book Built to Last by Jim Collins and his research team. The book compiles years of research that shows what companies who survive the test of time do versus those who fade into obscurity.

Great companies reject what was called the “Tyranny of the OR.” Instead, they embrace the “Genius of the AND,” which refers to their ability to incorporate two extreme dimensions into their operations simultaneously.

And this situation certainly demonstrates how that principle applies to short- and long-form landing pages. Vary the length of your landing page depending on the cost and/or complexity of your offer. (And always test.)

Video Landing Pages Vs. Static Landing Pages

What marketer doesn’t love those cool, auto-playing video backgrounds? By the way, here’s 50 for you to check out.

Hey, I love them too. But videos don’t make everyone happy.

In particular, B2B buyers do not care for video backgrounds. The 2015 B2B Web Usability Report found 33% say “automatic audio/video” is the most common reason they leave a website:

Landing page designs reasons why people leave websites 

Image via KoMarketing (PDF)

The same report later details how B2B buyers don’t like websites loaded with distractions. They want to focus, research, and learn so they can make a valuable business decision.

But you’ll notice, that doesn’t mean they don’t like video at all. The report didn’t include any data on video that doesn’t play automatically. Since it specifically mentions “video that plays automatically,” it’s safe to assume B2B buyers don’t mind video – as long as they have controls.

Automatically playing video backgrounds also don’t work when you need to make a complex sale, Unbounce found. Again, they distract. Specifically, they keep visitors from reading your above-the-fold messaging.

Shockingly, video backgrounds take a powerful blow between the eyes to begin the match.

So…do video backgrounds ever work?

Yes.

That same post from Unbounce found they do well when you want to communicate a certain feeling. For example, you want to invite people to a conference, performing arts event, or restaurant.

And what about when you have video that only plays with controls? It raises conversions dramatically.

Data from Kissmetrics reports:

  • Organizational housewares retailer Stacks And Stacks found consumers who watched video were 144% more likely to buy than those who didn’t.
  • Advance Auto Parts found instructional and how-to videos led to visitors staying on-site twice as long and visiting twice as many pages as those who didn’t watch videos.

Video lands a flurry of quick jabs.

But what about plain ol’ static web pages? Why would you use those, without any video at all?

LeadPages published a test run by Gary and James Michaels from StrategicShape.com  to find out. The offer was a song download, and one version of the landing page included the music video of the song:

Landing page designs split test example video landing page 

Image via LeadPages

At the conclusion of the test, the version without the video outperformed the version with video by 23.84%.

Why? A few possibilities:

  1. The version without the video created more mystery
  2. The removal of the video made the page shorter and simpler
  3. The music video wasn’t motivating enough to win more conversions

You always have to test. But as above, consider using video landing pages (ideally, not auto-playing video) to provide context for products and to form an emotional connection with your prospects.

Flat Design Vs. Old-School Landing Pages

Flat landing page design, which you may also call “minimalist” or “modern” design, is the trend nowadays.

But it’s not a guaranteed approach. And some marketers generate astounding success with the old-school, hypey, infomercial-type landing page.

One example of the latter comes from nationally renowned copywriter Bob Bly:

Landing page designs bad page example 

Image via Bob Bly

Ick! Doesn’t it make the marketer in you cringe? Or maybe you suddenly feel sick…

But here’s the thing: Bob attests to making more than $600,000 per year as a copywriter. And all his landing pages have this old-school, infomercial-looking approach. He certainly wouldn’t consistently use it if he found a different approach that works better.

He may use this approach because he sells to current and aspiring copywriters. They work similarly to a B2C audience.

They don’t need a gorgeous design. He has one opportunity to make the sale. So, he has to use an attention-getting headline, and clear copy that commands 100% focus on the message. Further down the page, he describes in explicit detail what you get, asks for your order three times, and offers several dozen testimonials.

It’s clear he wants you to buy now.

And Bob’s not the only master marketer who does this. Leading email marketer Ben Settle uses a similar approach to sell his “Email Players” course that teaches you how to sell through email (at $97 per month, no less):

Landing page designs bad page example 

Image via Ben Settle

Amazing! The old-school, infomercial approach knocks flat design to the mat in the beginning of the first round.

Can modern flat design get up and come back?

It can. And does.

Just for reference, a prototypical flat landing page looks something like this:

 Landing page designs flat landing page example

Image via Webydo

You notice the bright colors, minimalistic text, large amount of white space, and lack of 2D objects trying to appear 3D.

Nice. Simple. Clean. Not pushy or salesy at all.

When do flat landing page designs make sense?

For starters, web users see them all the time. That means you meet your visitors’ expectations immediately. You won’t baffle them somewhat at first, like you might with an old-school approach.

Flat design doesn’t encourage you to use a high-pressure, order-now-or-its-gone-forever sales approach. It’s a more natural fit with today’s focus on earning trust and building relationships.

So flat design pulls itself off the mat and hammers its way back into the fight.

Again, you have to consider your audience (hip millennials? Or baby boomers?) and possibly test both approaches.

Homepage Vs. Lead Capture (AKA “Squeeze”) Page

Please, please, please… do yourself a favor and never ever, under any circumstances, use your homepage as a landing page for your marketing campaign.

Yes, visitors land on your homepage. And yes, it’s the most visited page on your website.

But you don’t use a single, specific campaign to drive traffic to your home page. Instead, your home page gets traffic from many sources, so the page needs to be flexible to address a range of possible visitor needs. This usually means that there are multiple calls to action (CTAs), giving the visitor options.

Let’s take a look at some homepage examples from leading companies, because you know they’ve done extensive testing to optimize their homepage conversion rates:

HubSpot

Landing page designs HubSpot squeeze page example 

HubSpot has three CTAs above-the-fold. Two direct you to use their platform. One sends you to a four-day live video event.

Three other CTAs come later on the page. Each describes a leading feature of HubSpot, and the benefits of those features.

A final CTA comes at the end of the page. And it again directs you to start using their software.

That’s a total of 6(!) CTAs.

Brian Dean, Backlinko

 Landing page designs Backlinko example

Brian Dean runs a much different business type than multibillion-dollar HubSpot.

He uses his personal brand to do one thing: grow his list. I’m not sure of the exact size. But it’s at least 100,000, and I believe several times that size. That makes it one of the largest lists in his niche (SEO).

If you’re on his list, like me, you know he sells courses.

So, he uses an approach with just a single CTA that asks you to join his list.

Unbounce

Landing page designs Unbounce example 

Unbounce has a unique approach. One I admittedly haven’t seen on a homepage anywhere else.

They have two clear CTAs above-the-fold. However, they don’t put the obvious one under the main marketing message.

Rather, it’s clear they want you to sign up for a free trial because that’s the more noticeable of the two buttons.

The overall approach is sensible. They allow visitors who aren’t ready for a free trial to get to know Unbounce better, and why they’d like to use it, before starting a free trial. And for those who know they’re ready, they can do that now too.

Why they don’t switch the two CTAs so the free trial button is in the center of the screen…I don’t know. But testing must have revealed this approach results in more or higher-quality conversions.

By the way, the whole page has three CTAs, with the final one showing you the pricing plans.

Conversion XL

 Landing page designs ConversionXL example

Conversion XL has a unique approach on their homepage too. With four CTAs above the fold, they have the most of any homepage you’ve seen so far.

Plus, not a single one uses a button. They’re all links. Two more CTAs follow later on down the page, asking you to subscribe to their newsletter and see the upcoming courses.

That’s a total of six CTAs on the homepage.

While the approaches vary, these homepages:

  • Differentiate the business from the competition
  • Share the top benefits available
  • Have varying asks of different sizes

…Homepages come out swinging and draw first blood.

But now, compare homepages to squeeze pages. With these, you create a specific campaign to drive a precisely defined customer to a landing page with a single ask.

You know all your traffic sources, so you can deliver the same targeted messaging to each visitor.

If you’re B2C, you collect contact information so you can continue to build your relationship and list. In B2B, squeeze pages can be used to build lists. But more commonly, they get used to qualify the lead so they can be handed over to sales (or not).

Brian Dean’s homepage actually works well as a squeeze page because that’s the only CTA. Check out this squeeze page to learn a little more:

 Landing page designs GQ magazine example

Image via Instapage

Big brands many times do an awful job in their online marketing. But GQ is not one of them. This squeeze page works because it:

  • Asks for minimal information - just an email – which makes signing up quick and painless
  • Slips in a little humor, which goes a long way
  • Has a spot-on marketing message men can relate to
  • Uses Zach Galifianakis’ star power
  • Shows an abundantly obvious CTA button

And compare that to this B2B lead capture page by Salesforce:

Landing page designs Salesforce example 

Image via Salesforce

Clearly, with the amount of information they require to get the freebie (a white paper), Salesforce wants to qualify leads. If the B2B buyer doesn’t have time to fill out the form, then they likely won’t make a good customer later on anyway.

Using the information entered, sales can make educated decisions on how to follow-up with the lead next.

While the homepages drew first blood, squeeze pages crack them square in the nose in return. Both then counterpunch each other at exactly the same moment, falling to the mat for a knockout at precisely the same time.

Your Landing Page Design Should Consider Your Goals and Your Sales Cycle

Four ties (“It depends”)? Maybe that’s not the drama you hoped for.

But it’s the truth about landing page designs. No single approach is ALWAYS “better” than any other. Each works better in different circumstances.

You have to choose the right approach based on your business goals, the preferences of your market, and your visitors’ stage in the sales cycle.

To discover those, you have to ask yourself questions like:

  • What do you really want your visitors to do?
  • What are they thinking the moment they hit your landing page?
  • What are your audience’s psychographics?
  • What step did they previously take, before hitting the page?

How can you get answers to these questions if you don’t already know?

  • Can you examine competitor landing pages for clues?
  • Could you survey or call customers?

Look, creating a high-converting landing page isn’t easy. But it does boil down to simply testing and retesting approaches until you’re happy with your conversion rate.

For now, you’re armed with some of the leading types of landing pages, and you can figure out which design makes most sense for you.

About the author

As a freelance copywriter, Dan Stelter crafts persuasive lead-generating content for B2B software, SaaS, and service companies, earning him the moniker “The B2B Lead Gen Guy.” When you don’t find Dan helping B2Bs swipe more market share from competitors, you will find him reliving the good ol’ days of The Simpsons.



from Wordstream Blog Feed http://www.wordstream.com/blog/ws/2017/09/21/landing-page-designs
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6 Tips for Converting One-Time Customers into Recurring Ones

6 Tips for Converting One-Time Customers into Recurring Ones written by Amy Metherell read more at Duct Tape Marketing

“The purpose of a business is to create a customer.”

Peter Drucker, Austrian-American management consultant, educator, and author

We live in a world where businesses strive hard to outdo each other and win customers. Enduring business success is what most firms seek but very few achieve. Unfortunately, a lot of businesses have shut shop after 4 to 5 years of ordinary existence. These unsuccessful businesses never had the opportunity to break through and make their presence felt in a world dominated by cutthroat competition.

So what separates the successful companies from the unsuccessful ones? The answer is simple – recurring revenues!

Recurring revenue is a concept organization seek to achieve on a regular basis. This helps them engage in the intricacies of business more confidently without worrying too much about profits.

Recurring revenue is possible only if a business has a steady flow of customers. Unfortunately, it’s not easy to get recurring customers. A lot of organizations deal with one-time customers who never return again. It’s time to convert them into trustworthy customers. It’s time to tweak the business strategies deployed by your organization and gain more acceptance with a widespread customer base.

Here are some tips to ensure your competitors don’t march ahead of you in the future. These tips are simple and may appear easy to implement. We recommend you implement them the right way to gain long-term benefits. Brainstorm with your team before embarking on a future course of action.

1. Offer exceptional products or services

One of the main reasons why a customer returns to a seller is to make use of the exceptional products or services on offer. Does your business offer goods that can rival those offered by competitors? If your answer is no, then it will take a while before one-time customers turn into lifelong ones.

You will have to sit with the team and iron out any deficiencies in your offerings. This will help you take a more balanced and positive approach towards ensuring customers remain with you for the long term.

2. Introduce customer loyalty programs

Make it a habit to reward loyal customers for their association with your brand. Launch a customer loyalty program and ensure that a lot of your customers sign up. Offer them discounts on their next purchase or after they have reached a pre-determined dollar value in purchases.

The way your loyalty program performs will rely solely on how it is run. You will need to spend significant time and efforts to understand your customers and whether the loyalty program caters to their varying tastes.

3. Send timely updates about exciting offers

You will have access to the customer’s email IDs after they sign up for the loyalty program. Send updates about offers in a timely fashion to ensure customers are aware of new deals. This also encourages them to visit your store or office more often!

Perform research to understand the kind of deals people love to receive. This will ensure that you are on the right path to ensuring people take complete advantage of the offers you provide.

4. Take complaints seriously!

A complaint is an opportunity to convert an angry customer into a happy friend. How does your team handle complaints? Do they go into defensive mode? Or do they take a genuine effort to provide a logical solution?

6 Tips for Converting One-Time Customers into Recurring OnesRemember this – customers appreciate businesses that go the extra mile to keep them happy. You should ensure that customers don’t feel neglected. Keeping them happy is the need of the hour!

5. Surprise customers whenever you can

It’s important to make customers feel positive about your business. Achieve this with useful gifts that they can put to use immediately at home or at the workplace. Choose impressive giveaways such as pens, totes, or mugs to keep customers hooked to your brand!

You could also send cookies, provide personalized service, or send “Thank you” notes. Another way to surprise them is by sending messages on birthdays and anniversaries. A pleasant surprise will make a customer feel good about your brand, granting them a positive experience to remember your brand by.

6. Highlight your business on social media

It’s important to make your presence felt on the Internet. The best way to do this is by creating social media pages. Create attractive and interactive posts that help you interact with followers on a daily basis, ensuring that your brand remains on their minds for a long time.

6 Tips for Converting One-Time Customers into Recurring Ones

A social media campaign needs an effective content calendar to ensure that posts are successful. Make sure you have a talented resource who is capable of creating posts that resonate with followers. Use these posts to strike a meaningful chord with them. Your goal should be to highlight your brand as an industry leader who cares deeply about what the customer wants.

What kind of strategy have you adopted to gain customers for life? Has it helped you? Share your experiences in the comment box below!


Dave SarroAbout the Author

Dave Sarro is the President and CEO of Promo Direct, a #1 promotional products company in the US that is focused on supplying a range of promotional giveaways to businesses, educational institutes, and NGOs of all sizes in the US. Dave is a consummate marketing strategist, key authority in the promotional industry and responsible for driving the company towards its mission of delivering quality products and optimum user experiences.



from Duct Tape Marketing https://www.ducttapemarketing.com/6-tips-for-converting-one-time-customers-into-recurring-ones/
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