Want Optimised Landing Pages? Focus on Re-targeting

Optimised Landing Pages

Every marketer is aware of the fact that close to 98% of the people who visit their website are not ready to buy. Forget about calculating the number of conversions, sometimes they are not even ready to fill out the form they see on your landing page.

Let’s take a look at what Ochremedia has to say about these issues and how they can be handled.

This marketing automation tool helps you keep your brand in front of your potential clients’ eyes, even after they have left your website and their shopping carts, by convincing them to reconsider your offer later on. A retargeting campaign should basically have two goals:

  1. To increase brand awareness

You can use a retargeting software to pursue the people who have insufficiently interacted with your online business in order to inform them about your products and other company announcements. An awareness campaign can be an excellent precursor of your conversion campaign.

  1. To boost conversion rate

If you want to benefit from an efficient retargeting campaign that increases your conversion rate, you should target your audience to help them recognize your brand. The next step is clicking on the ad, which will take the consumers back to your website and profit of your limited and unique offer. Just remember that in this process, it’s crucial to lead them to a relevant and useful landing page which will convince them to convert.

Retargeting ensures that most visitors who leave your website without taking any action, come back and buy something when the time is right for them. Although retargeting has become fairly successful nowadays, it still lacks an important ingredient: landing page optimization. No matter what your retargeting goal is, your ads and the landing pages they lead to must be optimized to help visitors re-connect with your brand.

Optimized landing pages will be correlated with the message in your ad, thus, all distractions from your offer disappear. This is the only way to convince your visitors to click on your call-to-action (CTA) button. When someone who’s been retargeted decides to return to your website, he wants to see exactly what he was promised, not the homepage which is cluttered with general information.

If you want to start a successful retargeting campaign, this is how your landing page should look like:

  1. It shouldn’t be cluttered.
  2. The message needs to be convincing, clear, and have a strong connection with your ad.

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The Art Of Driving Real Sales Leads From Social Media

Generating Sales Leads Through Social Media

It is true that you cannot really generate actual sales leads from mediums like Facebook and Twitter unlike Google where people are genuinely on the lookout for something or the other.

There are a few popular ways in which you can generate real sales leads from your social media accounts.

We have for you the steps that will take you down the road of successful lead generation, put together by Social Mouths.

Sometimes a brand comes along and absolutely nails it using that template. Today we are going to examine one of those brands, Children’s Hospital of Los Angeles. They used a quiz to bring in 31,500 leads in one week, and we are going to look at the exact steps they took to make that happen.

Part 1: how to create an ideal lead generation quiz

1) What the quiz should be about

Before you dive into building a quiz it’s a good idea to take a step back and consider strategy. There are two strategies that I’ve seen work really well for lead generation quizzes. First is the event-based quiz, like the Dog Therapy quiz below. This quiz was launched in conjunction with a big content push promoting the Therapy Dogs that help out around Children’s Hospital.

The second method is to build a quiz based on the most important core function of your business. For example, if you are a makeup brand, it would be “Which Makeup Matches Your Style?”

What the quiz should be about

2) How to write the questions

The question and answer part of quizzes is what really set them apart from static content. Here you have the ability to speak directly to every single person who takes your quiz and actually have them respond in real time. This is a unique and powerful opportunity – here are three ways to maximize the impact of your questions to build trust so more people will opt in at the end of your quiz.

  • Write with personality. Speak like a normal human being, none of that “always, sometimes, never” quiz answer garbage. I conducted an experiment on 1,400 quizzes and found that using more personal pronouns in your quiz leads to more views on average. (Personal pronouns are words like I, you, we, that we use in real life). It pays to be human.
  • Use images. Every viral quiz has images in it. When your questions are full of pictures, they are more fun and game-like, which makes your quiz less intimidating and helps lower people’s guard so they’ll be more likely to opt in later.
  • Have 6-10 questions. An ideal social quiz falls into this length range, which allows enough time to build some rapport with quiz takers, but isn’t so long that you’ll bore people.

How to write the questions

3) How to craft the lead capture form

“The money is in the list” rings true for quizzes too. Collecting new subscribers at the end of your quiz is the perfect way to continue the conversation started in the quiz questions and drive long-tail revenue. Here are the three essential elements of a strong lead capture form.

  • Promise value. Give some sort of reason for subscribing other than just getting to see quiz results. This could be a giveaway entry, a free resource, or just personalized advice for your personality.
  • Be honest about your marketing strategy. If you are going to email new subscribers once per week, let them know. If you only send out one email and then never again (which would be weird), let them know that too.
  • Only ask for what you need. Just collect information that you are going to actually act on. If you never call leads, then it makes no sense to gather phone numbers, if you don’t need to know where people are, why ask for zip code?

How to craft the lead capture form

4) How to create share-able results

Quiz results are the most important part because this is where people get a chance to share your quiz and make it go viral (the Children’s Hospital quiz was shared 15,825 times, which is why it did so well). Here are the things you absolutely must have in share-able quiz results.

  • Be uplifting but don’t lie. You want to tell people they are awesome, because positive emotions get shared the most out of any sentiment. However, people will know if you are just blowing smoke, so lying is not an option. A practical way to do this is to just focus on the good things about any quiz result. For example, the result below starts with “You’re courageous and generous” – this could apply to anyone, so it’s not deceitful, but it’s also nice to hear.
  • Have great images. When quiz results get shared, it’s in the form of “I got (my result)(title of the quiz)” with the image featured in the results also shared. Since images get much higher click-throughs from social sites, having great results images makes a huge difference in the success of your quiz.
  • Keep it short. Quiz results should act as a teaser for something bigger. That something bigger should either be on your site via a personalized link or in your email newsletter after someone subscribes. Quiz results should be 3-5 sentences.

How to create share-able results

Part 2: How to promote on social media

Over 75% of all traffic to quizzes on the internet comes from social media sites (actually just Facebook and Twitter). There are a few tricks to how you should post your quiz content and promote it on the networks.

1) Composing the Facebook share and Tweet

The process is pretty simple. First, create an awesome photo to share that represents your quiz well. Second, write a caption to promote your quiz. Third, share the photo and caption with a shortened link to track results. Here are the actual shares from Children’s Hospital that did a perfect job of sharing.

How to promote on social media

And on Twitter

How to promote on social media

2) Promoting using paid media

There’s a lot to promoting on Facebook, and I’d highly recommend taking a courseto really learn all the ins and outs. However, in the interest of time, here are two different ways to promote your quiz using paid Facebook advertising.

  • Create a custom audience based on your existing list. Do this by uploading your existing list to Facebook, they’ll create an audience similar to your current customers.
  • Target based on interests. You can select various activities that your ideal customer partakes in such as recreation and outdoor activities if you sell tents.

Part 3: How to automate lead follow-up to drive revenue

Once all the leads from your quiz are in the database, it’s time to follow-up using marketing automation and turn those contacts into cash. Here’s the play-by-play on that.

1) (Immediately send) “Thank you for taking our quiz!”

Right after someone inputs their information, you need to follow up and say “Thanks!” so they know who you are and don’t forget that they opted in. If you don’t do this, quiz takers who subscribe will forget all about opting in, and when you just start sending them your newsletter they will mark it as spam.

Thank you for taking our quiz

2) (3 days later) “Here are the other quiz personalities”

A few days after the welcome email, send out a list of all the other personalities that the person could have gotten. They are sure to be curious about this and an email with a list of all the types is a natural transition from the Thank You email to sending out other content.

Here are the other quiz personalities

3) (7 days later) “Here’s a story of the work we do”

This could be a customer case study or a testimonial. Ideally, this story is targeted to people based on the personality type your quiz recommended.

Case study

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SEO Rankings, Affected By Organic CTR?

CTR to SEO ratio

The purpose of click-through rates is to measure the ratio of clicks to impressions of an online ad or email marketing campaign. Generally the higher the CTR the more effective the marketing campaign has been at bringing people to a website. Most commercial websites are designed to elicit some sort of action, whether it be to buy a book, read a news article, watch a music video, or search for a flight. People rarely visit websites with the intention of viewing advertisements, in the same way that few people watch television to view the commercials.

Here we are going to look at whether organic CTR as compared to paid CTR has an impact on your SEO rankings, and if so, how.

Impact of Organic CTR on SEO Rankings

Below is a compilation of data that explains in detail the above mentioned point, by Moz.

Google (OK, at least one Google engineer who spoke at SMX) seems to indicate the latter is indeed the case:

Twitter Image

I also highly encourage you to check out Rand Fishkin’s Whiteboard Friday discussing clicks and click-through rate. In short, the key point is this: If a page is ranking in position 3, but gets a higher than expected CTR, Google may decide to rank that page higher because tons of people are obviously interested in that result.

Seems kind of obvious, right?

And if true, we ought to be able to measure it! In this post, I’m going to try to show that RankBrain may just be the missing link between CTR and rankings.

Untangling meaning from Google RankBrain confusion

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Let’s be honest: Suddenly, everyone is claiming to be a RankBrain expert. RankBrain-shaming is quickly becoming an industry epidemic.

Please ask yourself: Do most of these people — especially those who aren’t employed by Google, but even some of the most helpful and well-intentioned spokespeople who actually work for Google — thoroughly know what they’re talking about? I’ve seen a lot of confusing and conflicting statements floating around.

Here’s the wildest one. At SMX West, Google’s Paul Haahr said Google doesn’t really understand what RankBrain is doing.

If this really smart guy who works at Google doesn’t know what RankBrain does, how in the heck does some random self-proclaimed SEO guru definitively know all the secrets of RankBrain? They must be one of those SEOs who “knew” RankBrain was coming, even before Google announced it publicly on October 26, but just didn’t want to spoil the surprise.

Now let’s go to two of the most public Google figures: Gary Illyes and John Mueller.

Illyes seemed to shoot down the idea that RankBrain could become the most important ranking factor (something which I strongly believe is inevitable). Google’s Greg Corrado publicly stated that RankBrain is “the third-most important signal contributing to the result of a search query.”

Illyes also said on Twitter that: “Rankbrain lets us understand queries better. No affect on crawling nor indexing or replace anything in ranking.” But then later clarified: “…it does change ranking.”

I don’t disagree at all. It hasn’t. (Not yet, anyway.)

Links still matter. Content still matters. Hundreds of other signals still matter.

It’s just that RankBrain had to displace something as a ranking signal. Whatever used to be Google’s third most important signal is no longer the third most important signal. RankBrain couldn’t be the third most important signal before it existed!

Now let’s go to Mueller. He believes machine learning will gain more prominence in search results, noting Bing and Yandex do a lot of this already. He noted that machine learning needs to be tested over time, but there are a lot of interesting cases where Google’s algorithm needs a system to react to searches it hasn’t seen before.

Bottom line: RankBrain, like other new Google changes, is starting out as a relatively small part of the Google equation today. RankBrain won’t replace other signals any time soon (think of it simply like this: Google is adding a new ingredient to your favorite dish to make it even tastier). But if RankBrain delivers great metrics and keeps users happy, then surely it will be given more weight and expanded in the future.

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RankBrain headaches

If you want to nerd out on RankBrain, neural networks, semantic theory, word vectors, and patents, then you should read:

To be clear: my goal with this post isn’t to discuss tweets from Googlers, patents, research, or speculative theories.

Rather, I’m just going to ignore EVERYBODY and look at actual click data.

Searching for Rankbrain

Rand conducted one of the most popular tests of the influence of CTR on Google’s search results. He asked people to do a specific search and click on the link to his blog (which was in 7th position). This impacted the rankings for a short period of time, moving the post up to 1st position.

But these are all transient changes. Changes don’t persist.

It’s like how you can’t increase your AdWords Quality Scores simply by clicking on your own ads a few times. This is the oldest trick in the book and it doesn’t work.

The results of another experiment appeared on Search Engine Land last August and concluded that CTR isn’t a ranking factor. But this test had a pretty significant flaw — it relied on bots artificially inflating CTRs and search volume (and this test was only for a single two-word keyword: “negative SEO”). So essentially, this test was the organic search equivalent of click fraud. Google AdWords has been fighting click fraud for 15 years and they can easily apply these learnings to organic search. What did I just say about old tricks?

Before we look at the data, a final “disclaimer.” I don’t know if what this data reveals is definitively RankBrain, or another CTR-based ranking signal that’s part of the core Google algorithm. Regardless, there’s something here — and I can most certainly say with confidence that CTR is impacting rank. For simplicity, I’ll be referring to this as Rankbrain.

A crazy new experiment

Google has said that RankBrain is being tested on long-tail terms, which makes sense. Google wants to start testing its machine-learning system with searches they have little to no data on — and 99.9 percent of pages have zero external links pointing to them.

So how is Google able to tell which pages should rank in these cases? By examining engagement and relevance. CTR is one of the best indicators of both.

Head terms, as far as we know, aren’t being exposed to RankBrain right now. So by observing the differences between the organic search CTRs of long-tail terms versus head terms, we should be able to spot the difference:

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We used 1,000 keywords in the same keyword niche (to isolate external factors like Google shopping and other SERP features that can alter CTR characteristics). The keywords are all from my own website: Wordstream.com.

I compared CTR versus rank for 1–2 word search terms, and did the same thing for long-tail keywords (4–10 word search terms).

Notice how the long-tail terms get much higher average CTRs for a given position. For example, in this data set, the head term in position 1 got an average CTR of 17.5 percent, whereas the long-tail term in position 1 had a remarkably high CTR, at an average of 33 percent.

You’re probably thinking: “Well, that makes sense. You’d expect long-tail terms to have stronger query intent, thus higher CTRs.” That’s true, actually.

But why is that long-tail keyword terms with high CTRs are so much more likely to be in top positions versus bottom-of-page organic positions? That’s a little weird, right?

OK, let’s do an analysis of paid search queries in the same niche. I use organic search to come up with paid search keyword ideas and vice versa, so we’re looking at the same keywords in many cases.

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Long-tail terms in this same vertical get higher CTRs than head terms. However, the difference between long-tail and head term CTR is very small in positions 1–2, and becomes huge as you go out to lower positions.

So in summary, something unusual is happening:

  • In paid search, long-tail and head terms do roughly the same CTR in high ad spots (1–2) and see huge differences in CTR for lower spots (3–7).
  • But in organic search, the long-tail and head terms in spots (1–2) have huge differences in CTR and very little difference as you go down the page.

Why are the same keywords behaving so differently in organic versus paid?

The difference (we think) is that RankBrain is boosting the search rankings of pages that have higher organic click-through rates.

Not convinced yet?

Which came first: the CTR or the ranking?

CLICK HERE TO READ THE FULL ARTICLE

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Generate 5 Times The Leads You Are Today

One of the greatest lead generation tactics around is the trusted referral. I mean, I know you know that, but what are you actually doing to take advantage of it?
Sound intriguing? Co-marketing, or getting others to actively market your business, isn’t a new concept, but surprisingly few do it actively.What are you doing to make certain that every single day dozens of unpaid sales calls are being made on your behalf?

The basic idea behind it is to form a small network of “best of class” providers who can act as an additional arm of marketing for each other.

I’ve seen this done with remarkable results – sometimes tripling and quintupling the number of leads an organization creates –  particularly for businesses that operate on a the local level.

Generate 5 Times The Leads You Are Today

Here’s how to set it up

Approach a number of your customers and ask them to share names of other companies they love to do business with. You may already know some of them or have an idea who you would like to partner with, but I find that if you can dig up few shared connections, your mutual customer, it makes the idea take off even faster.

From this group pick four or five at the most and propose meeting to discuss cross promoting each others business.

The key is to find a logical way to make it easy for each others sales people or technicians to co-market in a way that makes sense to the customer. I find that in some cases the best approach is to simply ask a customer when you are doing business with them if they have any other needs that might be served by one of your trusted partners.

In many cases they’ll be thankful that you could refer someone and even more thankful when you’re able to give them a coupon or gift certificate to use with that supplier.

While you’ll want everyone to pull their weight, don’t keep tight score, don’t pay referral fees, add some incentives such as coupons and discounts and create a packet of information that makes it easy for each participating business to leave promotional materials for all the partners behind.

Think about the power of this approach. If today you’re able to make 20 sales calls in a day, tomorrow you and your partners might make 100 a day. Think that could add some impact to your sales?

Here are some examples to help illustrate

Graphic designer

Customers of a graphic designer are probably going to need things like printing, web design, promotional items and copywriting for starters.

A graphic designer could offer every customer that needs identity work 500 free business cards, a free website audit, one free sales letter and 100 free pens with the new logo on them as part of a new customer package.

This not only creates exposure for the partners it really sweetens the deal for the graphic designer.

Insurance sales

I’ve added this one because insurance sales folks get a bad wrap – well, not entirely, but think about it, they are selling something we hope we never use.

The ones that succeed understand this and know that their real job is to bring value in as many ways as possible. If an insurance salesperson can develop trusted relationships with people that really bring accounting, planning, marketing and legal expertise to small business owners, they’ll dramatically up their value. By becoming a bit of an expert in all of these areas as they relate to small business then the ofttimes lowly insurance person can develop their own reputation as someone that gets small business, not someone selling something we don’t want to need.

Plumbing contractor

Any business that goes into the home to do repair will always find homeowners receptive to referrals of other trusted providers. The plumber should have a co marketing relationship with HVAC, window cleaning, electrical, carpet, garage door, fencing, landscaping and roofing suppliers at a minimum and leave behind that “little black book” of trusted suppliers with every technician call.

Wedding photographer

Weddings are an ecosystem of sorts. They are perfect for co marketing because there’s a very known and logical progression of stuff that comes along with a wedding. Pretty much every wedding photographer knows that their customers will need a florist, baker, invite designer, caterer, event facility, tailor and gown shop.

Now, you won’t always fit in the right order of things in every situation, but once you’ve earned the trust of the couple and associated parents then you’ll be doing them a huge favor if you can recommend some other options.

Co-marketing is a powerful referral generation tool and something that can be employed with very little cost and result in even deeper customer relationships.

Source: www.ducttapemarketing.com

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How to Capture More Email Leads With Social Media Contests

E-MailsDo you want to capture more email leads?

Are you running social media contests to grow your email list?

Whether they’re run on Facebook, Twitter, Pinterest or Instagram, social media contests and giveaways are a great way to collect emails.

In this article you’ll discover how to make sure your social media contests and giveaways attract and convert more email entrants.

Why Collect Emails as Contest Entries?

You know social media is effective, but it’s rented land. Your email list is something you own.

The good news is that you can use social media contests to collect emails for that list by asking people to enter with their email address.

capture email leads with social media contests

Find out how to capture more email leads with social media contests.

Once collected, you can use those email addresses to target your marketing on platforms like Twitter and Facebook.

Here are a few ways you can multiply the number of email leads your contests generate by making them as participant-friendly as possible.

#1: Put Winning Within Reach

If your social media sweepstakes and contests aren’t generating the email entries you need, the issue may be that people don’t believe they have a real chance at winning.

Here are three ways to help people understand winning is a genuine possibilityand therefore worth the time it takes to enter with an email address.

1. Offer Multiple Prizes

Past research on maximizing sweepstakes and contests for consumer value shows that offering multiple smaller-value prizes can be more effective than offering a single high-value prize.

Why? People weigh their chances of winning before they enter a contest.

Say your contest offers a new car as its only prize. Most people think about how many people will enter, feel their chances of winning are minimal and decide not to enter.

sweepstake with multiple winners

The most effective contests offer multiple lower-value prizes so there are more chances to win.

Offer a number of lower-value prizes in place of or in addition to your grand prize to raise the odds someone has of winning.

2. Level the Voting Field

“Enter with a selfie of you and your dog! The selfie with the most votes wins!”

At first sight, this contest seems okay—it’s simple and easy to understand. But it’s not ideal. The conditions are intimidating for entrants who don’t have a large online network.

See, in order to win the prize your potential subscriber needs to collect the most votes. Say he has a cute puppy but not many friends who are part of the platform your contest is running on. He does the math and thinks he’ll collect relatively few community votes, loses interest and doesn’t enter.

Instead of choosing winners based solely on community votes, include a jury round in the process.

sweepstake with jury round

Add a jury round to your contest so all entrants feel like they have a fair chance to win.

If you let people qualify for the final round by collecting community votes, and then have a jury award your prizes, everyone will feel like they have an equal chance to win.

3. Separate Entry and Voting Rounds

Would you enter a race if the other runners each got a one-mile head start? I’m guessing not.

The same logic can be applied to social media contests that require people to upload something (a picture, video, music or a story) for a voting round.

If these periods overlap too much or are run at the same time, people worry about catching up with others who have already collected lots of votes. They know they’re behind and they don’t enter.

sweepstake with separate rounds

Separate uploading and voting periods give everyone the same chance at winning.

To make sure everyone has a fair chance at collecting votes and winning, you need to have separate rounds for submissions and voting.

Open your contest for voting only after you stop accepting submissions so all entrants start at the same baseline.

#2: Incentivize Voting

If you only focus on motivating entrants to share their email address by offering a prize, you’re missing out on a big source of leads—your voters.

To capture voter leads, add a layer to your contest that asks voters to register with their emails in exchange for being entered into a related prize drawing.

sweepstake with voter incentives

Voters are more likely to engage if they have a chance of winning too.

As a bonus, you can gain even more engagement for your contest when you add an entry for someone on each day they cast a vote.

#3: Give Bonus Entries to Get Social Shares

“Thanks for entering! Now share this with your friends!”

Marketers often make the mistake of putting sharing icons and prompts wherever they can; for example, just after someone enters a contest.

Getting people to enter your contest, sweepstakes or giveaway with an email is only half the battle. The other half is to get the people who enter to share your promotion with others, whether you’re trying to attract voters or more entrants.

The issue is that most people won’t share a contest if it means decreasing their own chances of winning the prize.

The solution is to create a win-win for both you and the people who enter your contest.

sweepstake with sharing incentives

Sharing is caring. Sharing that’s beneficial for both sides is even better.

Use a social media contest, sweepstakes or giveaway tool that lets you award extra entries or points to people for each share they post from your contest.

The more people who know about your contest, the more email addresses you’ll receive.

Source: [socialmediaexaminer.com]

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