Archive for the Tips & Tricks Category

How Engaging Are Your Sign-up Forms?

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Take a moment to think about the forms you ask your visitors to fill out and submit when they visit your website or come to your store. These forms help convert those individuals from anonymous visitors to active leads you can contact regularly. To make that happen, you want people to feel encouraged to leave you with their name and information so you can remember them.

Make the offer look enticing

Leads are the lifeblood of any organization. If you want people to provide you with their contact information, you need to give them a reason to do so. Make your sign-up forms appealing. First, make the offer something desirable. Then, make the actual screen look inviting.

Desirable offers

Developing a desirable offer means understanding the people with whom you’re speaking. Carefully analyze your buyer personas and consider the type of information and material that would appeal to them. Once you develop the information you want to put behind a sign-up wall, advertise it on the parts of your site where you know those specific buyers are likely to venture. For example, mention it at the bottom of relevant blog posts or alongside product information geared toward specific customer groups. As with all content, your primary goal should be to provide high-value information.

Appealing appearance

When visitors reach your landing page, you want to make sure the offer looks appealing on the screen. Add an image or two to help them connect with the offer. It doesn’t have to be an image of the real offer. A cartoon drawing with the name of your ebook, for example, will work just fine. Use a balanced layout and enticing language to encourage people to sign up.

Make the form itself manageable

Once you’ve attracted visitors to your sign-up page, the last thing you want to do is scare them off by making the process too drawn out or complicated. Make sure the form itself doesn’t look too intimidating. The amount of information requested should be comparable to the offer you’re providing. If it’s just a basic ebook, you should only ask for basic information. If you ask for too much, people will get turned off and click away.

If you’re interested in learning more about how to entice leads, contact us today. We’d love to help you with your marketing campaign.

Date: 27th February, 2015 | Under: Design Tips, Marketing, Tips & Tricks | No Comments

Keep Your Existing Customers Around By Improving Engagement

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If you’re like many business professionals, you know that half the battle of growing your business is getting existing customers to stick around. When you provide your customers with outstanding customer service, some incredible things happen:

  • Customers are willing to pay more, just for your service.
  • Customers are more likely to recommend you to others.
  • You end up spending less for each conversion (it costs less to retain customers than find new ones).
  • You build customer loyalty.

In our intensely competitive modern market, you can’t afford to overlook these benefits.

The key to providing this outstanding level of service is taking the time to engage your existing customers. Too many organizations focus so much energy on attracting new customers that their existing customers feel neglected and overlooked. This can lead to feelings of resentment. Fortunately, with just a little bit of extra effort, you can keep your existing customers engaged and invested in your company. Here are a few ideas to get started.

Leverage the ‘social’ part of social media

Social media was designed to give you a platform to chat and get to know your customers on a personal level. Rather than advertising blindly to large populations, you can communicate directly to individual people and meet their needs personally. Encourage your existing customers to communicate with you on social media. You can do this in a number of different ways.

  • Invite them to ask questions about using your products or services.
  • Start fun contests that involve customers telling stories about using your products or services.
  • Respond to inquiries quickly and personally.

When you use social platforms to reach out and communicate with your customers, you show them how much you care about their experience, which resonates with both existing customers and those considering your company.

Run relevant promotions that existing customers can use

We’ve all experienced times when special promotions or discounts were made available only to new customers. Such deals often leave us feeling unappreciated and annoyed. Many customers facing such restrictions look for ways to get around them, such as switching back and forth between companies just to take advantage of the promotions. This leads to poor service and frustration for customers and does no good for the company’s reputation.

Instead of rewarding only new customers, offer your longtime customers a “loyalty” discount based on their longevity with your company. Customers will feel more appreciated and more loyal to your brand. They’ll see this simple ‘thank you’ as evidence that your company truly does value them, not just the bottom line.

Develop communications relevant to your existing customers

The more personal you can make your communications and correspondence, the more likely your customers are to respond. When people buy from your company, remember what they bought and why. Initiate messages, such as emails, asking customers about how well their needs have been met and if they have any questions about using your products or services. Ask customers for reviews and feedback, and make your requests using the name of a salesperson the customer dealt with personally.

Keeping customers engaged is an important step in encouraging them to stay with your company. When you do this successfully, you can grow your customer base and your bottom line.

Date: 24th February, 2015 | Under: Marketing, Tips & Tricks | No Comments

How to Use Keywords to Get Attention

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When it comes to developing content, few buzzwords are thrown around quite as much as “keywords.” While quality content remains by far the gold standard for SEO, keywords can be very helpful for guiding search engines and those making queries on them to relevant content on your website. Of course, figuring out what keywords to focus on can be a challenge. Keywords should match the vocabulary and information sought by potential customers, while also flowing naturally within the piece. Here’s what every professional should know about finding quality keywords for their website.

Determine the keywords people use

You don’t want to use keywords you think potential customers might use. Instead, you want keywords you know are commonly used. Use resources such as Google Trends and Adwords to monitor how frequently certain keywords are used. Look at trends within your market or industry, too. If a keyword has been decreasing in usage, focus somewhere else. If usage is low but has been growing steadily over the past few months, it may be worth looking at ways to incorporate that word or phrase more prominently on your site.

Look for words that match the vocabulary of your customers

In many industries, there’s a difference between the language used by the professionals and that used by their customers. Make sure the keywords you include on your website reflect the language your customers use. If you use your industry jargon, you’re more likely to attract your competitors or others in the industry rather than potential customers.

Make sure your content answers the query

It’s always good practice to run your own searches using keywords before developing your content. This will give you a good idea about the type of content that already exists for a particular keyword or phrase. It will also help you gain insight into the type of content people expect when they type those words or phrases into the search engine.

How well does your content line up with customer expectations? Even if you are able to use a keyword naturally in your content, if you aren’t answering the questions people have, your content will rank poorly. Google and the other search engines want to present helpful, relevant content for users. If your content isn’t addressing customer needs, it will quickly find itself falling behind.

See what your customers respond to

As you develop content, keep a careful eye on the type of content most likely to attract customers to your website. Note the keywords and topics that bring the most traffic and the most conversions. This can help you hone in on what your customers are responding to the most, helping to refine your efforts and increase traffic to your website. It will also help you better understand your customers, which will help you serve them better.

Keywords can be enormous assets when it comes to catching the attention of search engines and potential customers. When you take the time to determine the right types of keywords that will best serve your business, you’ll see much greater return on your efforts. If you’re looking to develop a strong marketing campaign, contact us today to see how we can help.

Date: 1st February, 2015 | Under: Marketing, Tips & Tricks | No Comments

5 Ways to Increase Visitor Engagement in 2015

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As you prepare your marketing plans for the year, one of your chief priorities should be website visitor engagement. As engagement increases, so do brand loyalty and conversions. Engagement helps page visitors begin to build a relationship with your brand. This in turn helps to increase their trust in what you have to say and makes them more likely to end up buying from you. Here are a handful of changes you can make to greatly enhance your visitor engagement and see measurable changes in 2015.

Make content easily shareable

Encourage page visitors to interact with your brand by sharing your content. You can accomplish this by making your content interesting and easy to broadcast across various social channels. Enable social share buttons on every piece of content you produce, and share the content yourself on a variety of social networks. If your content provides high value and is timely, readers will be more likely to want to share that information with their connections.

Use gamification and promotions

Use fun contests and games to encourage page visitors to remain on your website and tell others about your brand. There are a number of different types of games and promotions you can use. For example, have customers solve puzzles to earn coupons. Encourage them to share your brand with friends to earn points. Run contests on your social media pages that invite people to tell stories about their successes with your brand. Use these opportunities to encourage communication and build a relationship between page visitors and your company.

Encourage feedback

When customers know their opinions are valued, they’re more likely to feel loyal to your brand. Customers appreciate companies that go the extra mile to help them and make their experiences memorable. Encourage this level of engagement by letting customers vote on different topics they’d like to have featured on your website, leave reviews of your products and services for others to see, and offer opinions and feedback about your brand and their experience with it. Your page visitors will enjoy having their voices heard, and you’ll gain better insight on your customers, which can help you improve your marketing and customer service efforts.

Remember customers

Work with your website developers to create a website that will remember customers and their preferences when they return. Simple things, such as automatically filling out forms or remembering products that the customer looked at the last time they visited, can be excellent for boosting engagement. Such conveniences will make it easier for customers to convert, while at the same time helping them feel as though the services they’re receiving from you are personalized to their specific needs.

Make recommendations

In addition to remembering customers when they return to your website, add functionality that provides solid recommendations based on past purchases, too. Consider websites such as Amazon that offer recommendations based on the buying habits of others who have bought similar products in the past. These services encourage people to dive deeper into the website, increasing their interaction and improving the odds they will convert. Similarly, make sure your calls-to-action always fit well with the topic and intended audience of the content you’re presenting.

Increasing visitor engagement on your website can help your brand take its marketing efforts to new levels for 2015. Keep the above tips in mind, and see how you start building stronger company loyalty in the new year. If you’re ready to start developing a new marketing campaign, contact us today to get started.

Date: 6th January, 2015 | Under: Marketing, Tips & Tricks | No Comments

Business Lessons from Willy Wonka

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The story of Willy Wonka is a classic childhood favorite that people have loved for generations. From the books to the original movie version that was adapted in 1971 to its latest incarnation in 2005, the idea of this fantastic chocolate factory has entertained and delighted children of all ages.

The story follows young Charlie Bucket, who manages to find one of five golden tickets hidden in delicious Wonka Bars. These tickets give the winners a tour of Willy Wonka’s chocolate factory and a lifetime supply of chocolate. The five winners receive their prize tours, during which the other prize winners are eliminated one by one because of their poor behavior. Only Charlie manages to pass all the tests for honesty. In the end, it’s revealed that his true prize will be the chocolate factory itself.

For us in the business world, the story of Willy Wonka and his chocolate factory is much more valuable than mere entertainment. It can teach us many lessons about successfully running a company. Here are just a few that every business owner should note.

The importance of innovation

Willy Wonka ran one of the most prized and valued chocolate companies in the world, with children of all ages eagerly consuming the chocolate in an effort to find the bars containing the sought-after golden tickets. One of the key reasons for the popularity of the brand was the sheer innovation of the factory’s products. Whether an ‘everlasting gobstopper’ or ‘three-course-dinner’ gum, the treats created at the Wonka factory were unique and delicious. The ability of the factory to remain a trendsetter of the candy world led customers to remain loyal fans.

We, too, must continue to look for ways to innovate and better meet the needs of customers. Being content with the same products and services will not help our brands become industry leaders or help us find loyal customers.

Promotions can be the key to successful advertising

Customers and companies alike enjoy promotions, making them a fantastic marketing tool. While most companies will never enjoy the publicity Willy Wonka’s factory enjoyed, with the competition and winners being featured on the news, it’s still possible for nearly any promotion or loyalty program to gain traction. Social media can be a major asset in promoting such a program. Reward your customers and encourage them to return time and again. This is a wonderful way to gain name recognition and build loyalty.

The value of honesty

Willy Wonka managed to cultivate a superior business plan because he knew how to select workers, and he chose Charlie because of his honesty. The boy impressed the chocolatier because he turned down offers of money in favor of being completely forthright, impressing Wonka. Wonka knew that this boy had the values that would enable the factory to continue to grow.

We, too, should always look for employees and leaders who value honesty and integrity. A positive reputation will help build a culture of trust. In turn, this will help enhance the cohesiveness among the staff and encourage communication.

The story of Willy Wonka and his chocolate factory has delighted people for generations. Next time you watch one of the movies or read the books, take the time to learn a bit about business from Mr. Wonka. If you’re ready to start building a new marketing campaign, contact us for help getting started.

Date: 2nd January, 2015 | Under: Tips & Tricks | No Comments

Keeping Your Resolutions in Life and in Marketing

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With the new year upon us, it’s time again to consider resolutions for the coming year. Unfortunately, most of us have a far easier time making resolutions than keeping them. Genuine lifestyle changes are difficult to achieve. If you’re planning to make radical shifts in your daily life, consider the following:

Bite off small chunks at a time.

If you haven’t run in over 30 years and are 40 pounds overweight, it’s not reasonable to say you’ll run a marathon by spring. Instead, set a goal of completing a mile a day for a certain number of weeks, then slowly increase your distance. Trying to get too much done too quickly can lead to burnout and discourage you from continuing.

Make the goals reasonable.

A person who’s just learning to cook might never win a “top chef” competition, but that doesn’t mean they won’t be able to successfully cook a full Thanksgiving dinner. Set goals that are difficult enough to provide motivation and challenge, but make sure they’re also realistic and attainable.

This same advice applies to your small business.

Starting a new business is tough. Countless seminars and classes make it sound as though doing X, Y, and Z will have you raking in millions in just a few months. While there might be a genius entrepreneur somewhere for whom that’s true, for the vast majority of small business owners, it’s not.

Instead, look at the advice given above, and find ways to apply the same philosophy to your business. Like an out-of-shape person starting to run, you need to take it slowly at first. A new business typically cannot expect to clear hundreds of thousands of dollars per month in profit. Instead, your goal might be just to break even the first few months, and then slowly start generating actual profit after that.

Also, give your books and prospects an honest look. Set realistic expectations for the next quarter and year. Creating progressive goals will give you something to celebrate when you attain those milestones and encourage you to keep moving forward, while preventing burnout and keeping your company on track.

Of course, this way of thinking applies to more than just goals. It can be equally useful in other aspects of your business, such as marketing. When you hear about a new type of marketing with great potential, take the time to develop your strategy and grow in stages, rather than jumping in blindly with both feet. This more tempered approach will keep you moving in the right direction without becoming overwhelmed.

We’ve all failed at some point with our New Year’s resolutions. Those who genuinely want to succeed understand they must set reasonable goals to avoid biting off more than they can chew. The same idea applies to running a business. Here’s to a successful 2015 for you and your company.

Date: 30th December, 2014 | Under: Marketing, Tips & Tricks | No Comments

What Politicians Can Teach Us About Audiences

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The midterm elections may have wrapped up just a few weeks ago, but many are already turning their attention to 2016 and who may or may not make a run. In living rooms across America, people are letting out a collective sigh, knowing that when the next political season begins, they’ll be bombarded once again with advertisements trying to convince them that one candidate or another has the experience and ideas necessary to take the country in the right direction.

While it’s easy to grow weary of political advertising, if you ever stop and just focus on the message, instead of the politics involved, political candidates can actually teach us all a few things about marketing.

Politicians understand their audience

Successful politicians are master marketers. They construct narratives, brand stories, and reputations, and they work to inspire loyalty and admiration. But one of their most intriguing campaign techniques is the art of tailoring their message to the audience they’re trying to reach.

Politicians must appeal to a wide variety of voter groups and constituencies. When a politician is speaking with representatives from a certain population, or is developing an advertisement most likely to reach this particular demographic, they’ll use language and cover topics that are more important to this group.

Why? Politicians understand that the best way to influence people’s loyalty is by tailoring their message to what matters most to each voter group. Generally speaking, young people know that Social Security is important, but it doesn’t typically impact their daily life. On the other hand, seniors understand the importance of education and jobs for a thriving economy, but most retirees don’t find these to be pressing concerns for them personally.

The successful politician takes these generalities and develops a message that speaks directly to each respective audience.

Taking the lesson home

If you want to grow your company, you need to do the same thing as these politicians. Take your buyer personas and carefully examine the issues and challenges that impact them the most. Discover what motivates your buyers, where they struggle, and how your products or services can meet their needs. Use this information to tailor your marketing messages, so you can reach your intended audience. Just like different voting groups, your different personas might be motivated by different things.

When you tailor your message and your voice to each potential audience, you’ll greatly enhance your odds of reaching them and converting them to your brand. Rather than tuning out the politicians during the upcoming election cycle, take a lesson and learn how to make your own message speak directly to your particular buyer personas.

Date: 9th December, 2014 | Under: Marketing, Tips & Tricks | No Comments

5 Tips for Developing Content That Will Resonate With Your Audience

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When developing content for your website and marketing materials, you want to create pieces that will resonate with your audience. This will encourage them to read what you’ve produced, share it on social media and with friends, and — most importantly — remember what you said. Strong content will enhance brand loyalty and improve the success of your entire marketing campaign. Here are five tips to help you create more meaningful content.

Analyze your buyer personas

Buyer personas exist to give you insight into the people you’re trying to reach, so use them to produce the best types of content. Gather information such as:

  1. the challenges your customers are facing
  2. circumstances that prevent them from buying
  3. their budget
  4. their goals

This type of information should give you clear guidelines about the kinds of content these people will pay attention to. If you don’t know the answers to these questions, interview your existing customers and take surveys of your target population.

Look at what content gets the best responses

Take a look at your past content to see what people respond to most frequently. If you thought a topic was only mediocre but it managed to generate exceptional traffic and attention, you can feel pretty confident that it resonated with page viewers. Use past site data to plan future content on subjects that garner the most interest to keep visitors engaged. Create videos, experiment with different formats, or dive into hot topics from a completely new angle.

Examine multiple formats of content

Different formats, such as video, are increasingly catching steam. People enjoy watching videos to get up close and personal with the people they do business with at a company. Monitor your video views and see how well customers are responding to your productions. This will give you insight into how often you should work to produce this type of content.

Offer genuine value

Some companies get hesitant about producing real value for their readers. They imagine that if they give away all their ‘secrets’ no one will need to hire them. No blog, however well-written, ever made anyone a complete expert on a new industry.

Instead of worrying about revealing too much, work to offer real value to your readers so they can see the expertise you have to offer. It’s this kind of genuine value — not wishy-washy, bland content that teaches people nothing — that will turn readers into followers and followers into customers. The more value you can offer readers, the more they’ll come back to read your posts again. Don’t be afraid to take a stand, form opinions on subjects in your industry, and produce content that’s worth reading.

Understand your customers’ current situations

When your company appears on top of the issues facing your customers and sensitive to their problems, people will naturally gravitate toward what you have to say. If you acknowledge and address news in your industry, your customers will appreciate that you’re keeping them informed. Look for ways to keep the timing of your blog posts relevant. For example, in the winter, a plumber might write blog posts about how to keep pipes from freezing, what to do if they do freeze, and similar bits of information that show an understanding of the struggles customers are facing right now.

Producing meaningful content is key to keeping your website visitors engaged and continually returning to your blog. These five ideas will give you the tools you need to produce posts and information that will resonate with your readers and inform them, which can improve your conversion rates and the success of your marketing campaigns.

Date: 5th December, 2014 | Under: Tips & Tricks | No Comments

What We Can Learn From Children Learning to Play Together

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Imagine a preschool classroom filled with three- and four-year-old kids, each eager to play with a certain toy firetruck. The disagreements over whose turn it is quickly draw the attention of the teacher, who is immediately inundated with different versions of the story. According to one student, it’s her turn because one of the little boys in the class has been playing with it “all afternoon.” The little boy counters with, “No, I haven’t! And besides, you’ll just break it anyway!”

The teacher sits down and attempts for the hundredth time to teach her students about the virtues of sharing. She explains that by sharing the toys, the children will be able to develop much more elaborate games and have a lot more fun. Playing together will give them a chance to explore new ideas, create new characters, and have all sorts of adventures with the firetruck. She is only partly successful.

In an effort to maintain the peace in the small classroom and reinforce her lesson, the teacher creates a behavior chart for playing with the favorite toy of the day. The chart describes, in preschool language, how the toy will be played with and when it needs to be passed to another student.

The students quickly learn that the teacher is right. When they share the toy together, they end up having much more fun. On those days when the students neglect their newly-found sharing skills, however, the chart provides a handy reference to help them get back on track.

How does this lesson in sharing apply to marketing?

Take the warring students and replace them with the sales and marketing departments at some companies. An estimated 87 percent of the words used by marketing and sales departments to describe each other are negative, yet when these two teams are aligned, they can accomplish so much more. Just like the more elaborate games of childhood, aligned sales and marketing teams can produce up to 20 percent more profit! When the teams are well-aligned, they maximize their lead cultivation and achieve a much higher conversion rate.

Using a written agreement to help align your teams

The teacher in our story discovered that while meetings and lessons helped to encourage the students to play together, the behavior chart gave them something to look back on as a reference when things went wrong. A similar chart (though more elaborate, of course) can help sales and marketing teams coexist more peacefully, too. Such a chart should define terms, behavior, and the steps each team will take in cultivating and contacting leads.

Clearly defining the roles and expectations of sales and marketing teams will help each understand better what role the other plays in generating leads. The teams will also stay on the same page about when a lead is sales ready and when information should be passed along. When the marketing team finds leads, they’ll do a better job of passing along lead intelligence to the sales team, so the sales professionals know what contact the company has already had with this particular person. When salespeople receive a lead, they’ll have clearly defined expectations of the type and amount of contact they should have with the lead.

Working together will enhance communication, improve understanding, and make it easier to stay on the same page. Enforcing this agreement with regular meetings to judge progress can ensure everyone remains satisfied.

Aligning sales and marketing teams can be a fantastic way to improve profits and brand representation. Just like children learning to share, showing employees the value of working together, while also having a common agreement to back up the lesson, can help improve performance for everyone.

Date: 2nd December, 2014 | Under: Marketing, Tips & Tricks | No Comments

5 Metrics You Should Measure in Every Marketing Campaign

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Measuring your marketing campaigns is the best way to determine the success of your efforts. Without accurate measurements, it’s easy to be misled by regular market fluctuations or emotions. A few key areas can help you gain important insights into how your campaigns are performing and where they can be improved. Here are five metrics you should use in every marketing campaign, no matter how small it might be.

Where your traffic’s coming from

It’s important to measure your rate of traffic and know where your visitors are coming from. Identifying how many people click on your ads, follow links from other sites, or find you through search engines will make it easier to identify what aspects of your digital strategy are having the most success and which ones need more work. This data will also give you a better idea about what keywords and offers are the most attractive for customers, so you know which ones need the most attention.

Similarly, with mobile devices representing an ever increasing percentage of the e-commerce market, determining how many of your customers are arriving from mobile devices will help you know how you’re doing in reaching this important segment.

Your conversion rate

Once visitors arrive at your site, you should be measuring how many are converting and where they’re doing so. Track their engagement with the site, including how many pages they visit before they find themselves on a page that encourages conversion. Knowing which pages and types of offers have the most success with your customers will give you valuable information about how to refine your campaigns to better reach your customers.

Your cost per lead

As you measure your conversion rate, you should also calculate your cost per lead. How much are you spending on average for every lead you acquire through your marketing efforts? Just divide the total cost of each marketing campaign over the course of a particular timeframe by the number of people who converted in that period. Armed with this statistic, you’ll be able to see how one marketing campaign compares to another in terms of success.

Your number of return visitors

Page popularity and customer engagement are measured not only by the number of people who find your site, but also by the number of people who return more than once. This will give you insight into the number of people who view you as an authority worth remembering. The more engaged your page visitors are and the more memorable your brand is, the higher your conversion rate will be.

Your cost per customer

You should also carefully monitor the final cost for every customer you gain. This, combined with your other metrics, will let you see how well your campaigns are performing and how many new customers you’re pulling in for every dollar you spend. These statistics can be particularly helpful when convincing others in the company to maintain or increase the marketing budget.

Marketing metrics can be valuable tools for improving your campaigns and learning how well they’re performing. Metrics take the guesswork out of determining if something was a success. When you pay attention to these five key areas, you’ll have a very good idea how your marketing is doing.

Date: 30th November, 2014 | Under: Marketing, Tips & Tricks | No Comments


 

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