As a marketer, many of your campaigns may be built around one primary objective: getting people to fill out a form. Often, designing a compelling advertisement isn’t enough to encourage people into handing over their details. Many factors can deter someone from submitting a form, including the unwillingness to provide contact information.
Here are some content design strategies and tips that you can employ today to effectively nudge people toward conversion:
When driving people to a form, one of the biggest mistakes you can make is to distract them with detours. Landing pages should be built as simple as possible. Here’s how:
1. Drive people to a landing page—not your website.
You want people to do one thing, and one thing only: fill out that form. You must drive them with a simple and engaging email to a landing page that is specifically built for your campaign. Sending someone to your website offers a plethora of distractions, including images and text that don’t apply to your campaign’s appeal, multiple links to other information, and in some cases, flashing beacons of light that are begging folks to take some other action. If you want people to drive directly to your destination, don’t drop them off in the middle of Las Vegas where sparkling lights from competing assets beg for their attention. Likewise, steer clear of cluttering your emails with the same distractions.
2. Remove ALL navigation from the landing page.
Don’t offer an exit ramp when you are trying to capture a person’s information on a form. Doing so can make your lead stray away from your primary call-to-action. Will they find their way back to your form? Maybe. Most of the time—no. At that point, you may have lost their impulse to decide. Instead, your landing page should be designed simply, and with only ONE action they can possibly take: fill out that form.
Emails, advertisements (online and offline), and social campaigns should have a similar look and feel. Using too many different images, layouts and copy between assets can create a disconnect for people, and can even make a person feel like the content is not reliable. Instead, try to use the following techniques in design:
All too often, I have seen emails and landing pages designed with too much text, and entirely too many images. Asking people to read an entire magazine before filling out your form will certainly contribute to losing their interest. Here are some tips on how to do more with less:
Create an impulse decision.
Don’t give up the farm!
Keep all the important stuff above the fold.
Use a short form.
In this exciting new digital age, social media has impacted customer behavior in a way that creates multiple challenges for marketers. Today’s savvy internet surfers are accustomed to getting all the information they need in a short social media status message or in a brief article online. We can learn from this behavior. These micro status messages entice people to follow links to landing pages. Your content marketing strategy should do the same.
Creating short, simple, and actionable marketing messages using the techniques I described here can have a positive impact on conversion rates. While this is not an exhaustive list of conversion strategies, these basics can significantly impact your results.
Do you have any conversion strategies that you use? Please share them here!
You know the basics of marketing automation: it streamlines, automates, and monitors routine marketing tasks. But a good marketing automation platform is about more than making life easier for the marketing team—it should also help you close more deals.
So, how can you tap into different aspects of marketing automation to increase sales? Check out these seven tips:
Tired of hearing sales complain about marketing’s unqualified leads? Determining when a prospect is sales-ready can be difficult, but a robust marketing automation platform scores leads behind the scenes.
Lead scoring is an automated strategy that adds or subtracts points from each lead based on actions taken or not taken. It can also be used to track demographic data to provide a higher score to a lead that fits your ideal buyer persona. When a lead reaches a threshold that you set, it is deemed “sales-ready” and is passed onto the sales team.
Here is an example of some lead scoring you can implement, based on behaviors:
Lead scoring helps ensure that your sales team doesn’t waste time on unqualified leads. It can also shorten overall sales cycles.
By the time a lead hits your website, they’ve already gained an impression of your company. A personalized website will increase your conversion rate and make a better impression. The lead and customer data (who they are, where they work, online behavior, etc.) can be used to personalize landing pages and other web content seen by each lead. Even anonymous web visitors’ experiences can be personalized.
For example, if you are an online retailer, and a visitor who has been shopping for winter coats finds your website, a web page for winter coats would be presented first. Personalized web content helps build a better, more personal, relationship with leads and ensures that their experience with your company is the best it can be–and therefore increases in sales.
To make sure your sales-ready leads are being followed up on with the right message by sales–it’s important to provide sales with the information they need to have the best conversation. By tracking the interactions leads have with your company and providing that information to sales in an easy spot, such as their CRM system, sales will be able to have a personalized and effective conversation with each sales-ready lead.
Here is an example of a dashboard that can help prepare your sales team. It’s called Interesting Moments, and it’s a part of the Marketo Sales Insight application in Salesforce.
When a lead interacts with your company, it’s important to stay top of mind by keeping the conversation going. Triggered emails get sent automatically based on a lead’s actions. They help turn more leads into real customers without wasting your sales team’s time. For example, if a potential customer views a pricing page, an email designed for interested customers can be sent.
Triggered emails have been shown to perform three times better than other types of emails (even batch emails).
In an ideal world, all marketing leads would be sales-ready. But in reality, most leads are not ready and need some nurturing before they can be passed to sales.
By implementing segmented lead nurturing, you can provide specific content to each lead to push them to become sales-ready–when they are ready. Segmented lead nurturing can be done by industry, role, or company size.
Your prospects are on every channel—whether it’s browsing on social, searching the web, heading to events and more. It’s important to track each interaction your prospect has with your company–no matter what channel. This will help guide your message to a prospect, based on what types of content your audience is interacting with. This will help increase sales because relevant content is the number one way to keep a prospect engaging with your company.
Use tools native to your engagement platform like predictive content, web personalization, digital ads and triggered emails to help you engage your leads with a timely, relevant and personal message, while also capturing data about their engagement (or lack of engagement) with your message or content.
Doing the same thing over and over hoping for different results isn’t going to cut it in today’s digital world! Marketers need to be tracking the ROI of every program they run to see if there are tangible results. An ideal ROI is 5x–meaning you are generating 5 times the amount of pipeline or revenue compared to what you paid to run this program.
By tracking this type of data, you’ll know which programs yield the best results for revenue – and keep running those programs and cancel the ones that are not performing.
An engagement platform with marketing automation doesn’t just offer benefits for the marketing team—it can help sales win more deals, more often and more efficiently.
The post 7 Ways to Increase Sales with Marketing Automation appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.
Author: Alan Cassinelli
There’s no doubt that inbound marketing has fundamentally changed demand generation.
The strategy of attracting prospects through content, social media, search engine optimization, and more has taken over the B2B world and for good reason: inbound marketing costs 61% less than traditional advertising and produces 54% more leads than outbound marketing.
Your prospects and customers don’t want to be targeted with disruptive and annoying advertisements. They want to engage with quality content that educates, entertains, or inspires them.
There’s just one problem…
Businesses are investing more in content marketing, which focuses on creating valuable content to guide buyers through the customer journey. Now, every marketing team worth their salt is publishing content for their audience, from blog posts, to whitepapers, webinars, ebooks, newsletter, and more. The bar has been raised and now creating more content isn’t enough. In order to get your content seen by your intended audience, you need to differentiate your brand and rise above the noise by offering value.
If you were an early adopter of inbound marketing, you might have spent 80% of your time creating content and 20% of your time promoting it. With all the noise out there, the formula has flipped. Derek Halpern of Social Triggers popularized the new 80/20 rule that has resonated with marketers who haven’t seen the results they wanted from creating more and more content. To increase engagement, you need to spend 20% of your time creating content and 80% of your time promoting it.
Becoming more strategic in your content promotion requires taking a fresh look how you communicate with your audience and ensuring that you are providing not only the right content, but that it’s in the right spot, at the right time. Here are four ways you can promote your content to increase engagement:
Your whitepapers and ebooks don’t have to be hidden away and confined to your resources page. Give them the visibility they deserve by promoting them all across your website.
It just makes sense. If a visitor is browsing your website, there’s a good chance they’ll be interested in or want more information about related topics. You can provide that to them with your content. Aside from improving the user experience, it also increases conversions by making your gated assets more visible. This can be especially impactful if you are using web personalization to offer your known visitors the next relevant step in their content journey. Zuora does a great job of this, recommending related guides and ebooks at the bottom of their product page for subscription billing.
Did you know that the average office worker sends or receives 121 emails a day, according to a report by the Radicati Group? By encouraging employees to promote content in their email signature, you can take advantage of this under-utilized channel and increase the visibility of your content.
While you can be scrappy and just add these to your footer or signature yourself, there are also solutions, like Sigstr and Exclaimer, that allow you to quickly change the content of email signature as needed depending on the recipient. This way, you can offer a tailored experience and different content to employees, customers, prospects, and partners like Canvas Solutions does below.
Many marketers are running retargeting campaigns to re-engage prospects who previously visited their website and drive them back to complete an action like starting a free trial or requesting a demo. It’s extremely effective because you’re only investing in qualified leads who are interested in your product or services. However, don’t be a marketer that misses the opportunity to use retargeting to drive traffic to gated content, which you can track conversions from to prove the ROI.
Using a comprehensive marketing platform, you can listen to website activity and then retarget visitors with digital ads to promote relevant content. For example, if someone browsed your website for information about your account targeting solution, you may want to serve them an ad that promotes your latest gated asset on account-based marketing.
Last but not least, pinning a tweet to your Twitter profile is a quick (and free) way to increase the visibility of your content. While other social platforms like Facebook offer similar features, Twitter Pins are shown by default at the top of your profile page no matter how old they are. In this example, you can see industry influencer Michael Brenner has pinned a blog article to the top of his Twitter profile.
Not sure this is worth the time? You might be surprised how much traffic your pinned post gets. In fact, when Buffer pinned one of their Twitter cards, they saw 10x as many conversions. To glean insights on your own posts, use Twitter Analytics to see how people engaged with your profile and posts in a 28 day period.
With the competitive landscape of B2B marketing, getting your content to stand out is harder than ever. Have you tried any of these strategies? What other ways are you promoting your content? I’d love to hear in the comments below.
4 Content Promotion Strategies to Increase Engagement was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com
The post 4 Content Promotion Strategies to Increase Engagement appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.
You never get a second chance to make a first impression.
I think this is a fitting quote to demonstrate the importance of a great homepage.
Once a visitor lands on your homepage, you need to impress them in a hurry.
Failure to do this typically results in a lost conversion with the vast majority of visitors never returning.
How can you ensure you make a good first impression?
And, more importantly, how do you boost conversions and increase the revenue value of your homepage?
There are countless strategies that work to some extent.
But I’d like to cover a handful I feel are the most practical and impactful.
I’ve researched each of these strategies and have implemented them on my own as well as my clients’ sites.
I’ve even seen some clients increase the revenue value of their homepages by as much as 851%.
This is not an exaggeration or some gimmicky hype to get you to click on my articles. This is stuff that works.
Let’s get down to business.
Your first objective is to ensure a fast load time.
This is perhaps the most important factor of all because the rest of the strategies I’m going to discuss don’t really matter if the bulk of your visitors abandon your homepage prematurely.
Here’s a graph that illustrates how page abandonment increases as the load time of your homepage increases:
I suggest using the Pingdom Website Speed Test to accurately assess the load time of your homepage.
If it takes any longer than 5 seconds, you need to speed it up. Learn how to do it from this article I wrote.
Once a visitor lands on your homepage, they should be able to tell right away what you’re offering and why it’s worth their time to check out your site in further detail.
This requires you to take one simple but incredibly important step: create a clear value proposition.
ConversionXL defines a value proposition as a clear statement that:
Here’s the value proposition I include on neilpatel.com:
It’s clear, specific, and to the point.
Below are some other good examples.
Dollar Shave Club pulls it off well:
So does Unbounce:
You get the idea.
For a more thorough explanation and tips on how to create a killer value proposition, check out this guide from ConversionXL.
A few years back, there was a study that examined the impact of including a picture of a person on homepage performance.
The study involved A/B testing of two very different landing pages created for Highrise, a CRM software company.
The original design was pretty basic but fairly busy, meaning there was a lot of information.
However, the new design was very simple and included a large picture of a woman smiling.
The results were undeniable. Using the second design, with the woman smiling, resulted in 102.5% more sign-ups.
Here’s a comparison of the two designs:
What does this tell us?
It’s clear that including images of people (more specifically, people smiling) on your homepage can have a dramatic impact on conversions.
I actually follow this formula on my homepage for neilpatel.com, and it’s worked out wonderfully:
Other successful bloggers do the same.
Do you recognize this guy?
Here’s another one:
And here’s Marie Forleo:
This is Matt Barby:
Here’s Lewis Howes:
These people aren’t celebrities. They aren’t models.
They’re just bloggers. Successful ones.
They’ve figured out that a face on the screen vastly improves the profitability of the homepage.
At first thought, placing your contact information in a conspicuous place on your homepage might not seem like a big deal.
It might seem like a mere footnote.
But it’s actually more important than you might think.
In fact, a study from KoMarketing found that
once on a company’s homepage, 64% of visitors want to see the company’s contact information.
And it’s not just your basic info like an email address.
Most people want thorough contact information like your phone, email, and address.
According to KoMarketing,
a lack of contact information will also deter buyers from moving forward with a Request for Proposal (RFP) and with filling out a form to request a demo or RFP.
I think this is important so visitors can tell for sure you’re a legitimate organization with a physical address and not some sleazy snake oil salesman who’s just looking to take their money and run.
The same study from KoMarketing states that
once on a company’s homepage, 52% of visitors want to see ‘about us’ information.
This is one of quickest ways to establish trust and credibility with potential customers.
They want to make sure you’re legit.
Typically, the best location for your contact info and About Us section is the navigational menu at the top.
It’s above the fold and can be found in an instant.
However, if you have a fairly brief homepage, you could also place these sections at the bottom, like I do on neilpatel.com:
There’s one mistake in particular I see countless companies make.
And that’s offering too many choices on their homepages.
Here’s an example of what I’m talking about:
I would venture to say that vast majority of visitors who land on this page feel overwhelmed or even paralyzed with all the information.
It’s just too busy.
Here’s the deal.
People tend to enjoy having different options and choices. But only to an extent.
Too many choices have a paralyzing effect, and many people will end up doing nothing.
Here’s a screenshot from The Harvard Business Review in which they touch on a 2000 study involving choice:
The point here is that you should keep your homepage fairly simple:
That’s exactly what I tried to do with the Quick Sprout homepage, and it’s worked out very well.
If you have a lot of different products, build some type of filter so that visitors can figure out what they need without being overwhelmed in the process.
You know what I hate?
When I land on a website and want to test out a trial version or make a quick purchase but get hit with a long registration process.
I find it really inconvenient and flat out annoying at times.
And guess what?
So do most other people.
There’s an article written about this issue by User Interface Engineering (UIE) called The $300 Million Button.
I suggest you check it out if you are not sure what I am talking about.
Long story short, most first-time shoppers find it irritating when they have to register before they can buy something. In fact, many resent it.
I love a particular quote from one shopper who said,
I’m not here to enter into a relationship. I just want to buy something.
I think this sums it up perfectly.
Don’t make your customers jump through a bunch of hoops. Instead, allow them to complete their desired actions as guests rather than registered users.
That, right there, can have a dramatic impact on your revenue.
The article from UIE provides a concrete example of just how big of an impact it can have.
Here’s a screenshot:
Let’s be honest.
It doesn’t take much for a would-be customer to turn around and hightail it out of your site.
And most people will have multiple concerns they’ll want addressed before they ultimately decide to make a purchase.
Here are some common concerns they may have:
Your goal is to quell any concerns or objections they may have.
But how do you do this?
It usually starts with acknowledging the problem your demographic is facing. Here’s a good example from Basecamp:
This lets visitors know that Basecamp understands how disorganization and confusion can create stress and hinder the progress of a project.
The suggestion is to let Basecamp help them get things back on track.
Including a few testimonials tends to be effective for proving that a product can fix a potential buyer’s problem. If it’s worked for countless other people, it will work for them too.
As for trust builders, here are some ideas:
Finally, with proving value, explain why your price is what it is and what customers will get from you that they won’t get from competitors.
If a visitor doesn’t convert right away, there’s a good chance you’ll lose them forever.
You want to strike while the iron is hot and while you’ve got them on your website.
One of the best ways to do this is to create scarcity or urgency.
I do this on neilpatel.com by having a feature that says “Training Starts in: X amount of time”
It begins counting down immediately after visitors land on my homepage.
I’ve found this to be effective for getting visitors to take action and for increasing conversions.
Now, there are a lot of different ways to create scarcity or urgency, and I don’t have time to fully discuss them here.
But what I suggest is checking out this post from Marketing Land that explains some techniques for using urgency psychology to improve conversions.
Note: There’s legit scarcity and there’s fake scarcity.
Using fake scarcity is a sleazy, underhanded tactic that most people will sniff out.
Always be honest.
There are many factors that ultimately determine the revenue value of your homepage.
It can be maddening trying to figure out what makes your visitors tick and wrapping your head around the psychology of user experience.
But I know for a fact that using these strategies will have a positive impact on the process.
You can use them to build instant trust, encourage further browsing, increase conversions, and ultimately boost your revenue.
What do you think is the single most important aspect of your homepage? What makes it profitable?
It’s easy to push Pinterest under the rug.
Yes, more people use Facebook.
However, users on Pinterest are signing onto the platform to plan, buy, and do. That’s a much different intention than users signing onto a platform to watch cat videos.
And, when you consider that 50% of women and 50% of dads in the United States are using Pinterest—that’s some buying power. (Hint: that’s 47,000,000 American users.)
See where I’m going with this?
If you need more reason to pay attention to Pinterest, then let me let you in on a little secret: Very few marketers get Pinterest, which means there is opportunity left on the table, and you can rake it in by learning the basics.
This is exactly how I got started establishing a Pinterest presence for BabyList during my time as their CMO.
Using the incredible results from the three strategies below, we were in a great position when we were given access to Pinterest Promoted Pins—a venture that resulted in a 40% increase in revenue during its first five months!
Those steps were basic, but powerful, and they’re what I’ll be sharing today.
Let’s get started.
Everyone thinks you have to start with a Pinterest profile, and then you have to find and save cool pins to your profile day and night to gain followers.
These people are WRONG.
And I understand their confusion.
Every other social platform makes you start with a profile and encourages businesses to build their number of followers.
But Pinterest is different.
While you do need a Pinterest profile to spend advertising dollars on Pinterest, you DON’T need a profile to get tons of traffic from Pinterest.
Let me give you an example.
The grocery store Trader Joe’s does not have a Pinterest profile, but I know they get tons of traffic from Pinterest.
How do I know Trader Joe’s gets tons of traffic from Pinterest?
Here’s the trick: You can go to “www.pinterest.com/source/[enter_url_here]” to see what people are pinning from ANY website.
So, let’s see what people are pinning from traderjoes.com by typing in www.pinterest.com/source/traderjoes.com:
Look at that! Recipes from the Trader Joe’s website are being saved to thousands of Pinterest profiles, all without Trader Joe’s having a Pinterest profile. Huzzah!
(NOTE: Want a 5-step process to bring a flood of shop-happy traffic to your ecommerce site? Get started with Pinterest’s new ad platform and get a proven system you can follow to fast-track your way to quick results and measurable ROI. Learn more now.)
Okay, now you know you don’t have to create a profile to get Pinterest traffic.
Start by getting a feel for your competition on Pinterest.
To do this, type your best search terms into the Pinterest search bar.
For example, if I have a toy company, I’d type “toys” into the Pinterest search bar. If I’m a motivational speaker, I’d start by typing in “motivational speaker” into Pinterest.
What comes up for your search terms? Which pins have the most re-pins?
Now, a lot of people think of Pinterest as a social media site, but it really functions as a search engine.
So, treat Pinterest like Google.
Type in your search terms, see who wins them, and strategize on the content you can create to get you to appear among the results.
To illustrate, during my time as CMO of BabyList, I realized there was a lot of potential for us when it came to baby gear searches on Pinterest.
Search terms like…
So, we created blog posts to target these searches… and it worked.
We got 100,000 more visitors to our site as a result.
(Related: How To Write Blog Posts That Sell)
Once you have blog posts that match well with Pinterest search terms, you have to make sure there is an awesome VERTICAL image included in the post.
Buzzfeed has some great examples.
When they write a post they think will do well on Pinterest, they always include a vertical image with the post.
Here’s an example from BuzzFeed:
See the vertical image/collage that’s featured at the top of the post?
At this point, you might feel overwhelmed – I have to add vertical images to all my blog posts now?
Believe me, this can be simpler than it seems.
You just need…
Your pins don’t even have to be professionally designed.
In fact, I believe the pins that look homemade do better than the super well-designed ones because they look less like ads.
Try these simple three steps and take your Pinterest game to the next level and leave your competition in the dust.
(NOTE: Want a 5-step process to bring a flood of shop-happy traffic to your ecommerce site? Get started with Pinterest’s brand-new ad platform and get a proven system you can follow to fast-track your way to quick results and measurable ROI. Learn more now.)
The post Get the 3-Step Pinterest Jumpstart Plan that Led to a 40% Increase in BabyList’s Revenue appeared first on DigitalMarketer.Read More