Loading...

Follow MarTech on Feedspot

Continue with Google
Continue with Facebook
or

Valid
  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

There is nothing more disappointing than having a successful paid ad campaign that drove tons of traffic to your site but resulted in low conversions. Unfortunately, many digital marketers have experienced this, and the solution is the same: optimize your site with high-converting content. In the end, the hardest part is not getting the person to the door, it’s getting them inside. 

After working with hundreds of sites, we have come across the following tips and tricks that lead to high conversion rates. But, before diving into the dos and don’ts, it’s important to first define what we mean when we say conversion.

Conversion Rates for Digital Marketers

The term “conversion” is pretty vague. Marketers have many different types of conversions they need to keep track of. Here are a few of the most important to digital marketers.

  • Converting visitors to subscribers – You might find it hard to believe, but it can be easier getting brand-new people to visit your site than the number of people who are converted.
    Problem: People are wary to hand out their email addresses because they don’t want to be spammed.
  • Converting visitors to shoppers – Getting visitors to actually pull the trigger and hand over his or her credit card is one of the most difficult conversions to achieve, but with the right tools, smart companies are doing it daily.
    Problem: Unless your product is really one-of-a-kind, chances are you have some competition, so it’s super important you make the checkout experience as best as possible, so people don’t drop off before completing the purchase.
  • Converting one-time visitors to loyal, returning fans – To get customers to reengage with your content, it’s imperative you get their email address for ongoing communication and future promotions.
    Problem: Customers are not as loyal as they used to be. With so many options available at the click of a button, it is harder for companies to retain them.

Solution: Content with High Conversion Rates

Not all hope is lost. To increase your site’s conversion rates, we have put together a list of the most successful ways we’ve seen sites use in order to increase conversion rates.

Personalized Popups

Not everyone is created equal and neither should the messages they receive. In fact, did you know that a single magazine issue has more than one cover? Depending on where you live determines which cover you see.
An eCommerce shop, for example, can personalize its messages based on a variety of factors including the following:

  • If the visitor is from California, then offer 20% OFF on swimwear.
  • If the visitor is idle on page X for two seconds, then show a message asking if the person needs assistance.
  • If it is the visitor’s first time on the site, then show them a survey that will help them find what they are looking for.
  • If the visitor is using an iOS device, then show them a popup directing them to download the app in the iOS store.
  • If the user visits your site between the hours of noon and 4pm and is located within 50 miles, then offer him or her a coupon for lunch.

Interactive Content

Interactive content has a much higher engagement rate than static content obviously, so utilizing interactive formats that lead users to take action are a perfect tool for conversions as long as you place a call-to-action somewhere.

Quizzes and Polls

These are great for a variety of reasons including: Ask users to provide their email addresses in order to see results. Put a lead form at the end asking quiz takers to sign up for personalized recommendations based on their unique results.

Chatbots

These provide companies a unique opportunity to offer personalization and assistance 24/7. It’s no longer necessary to lose potential conversions because visitors couldn’t find the support or assistance needed. Ask new users if they need help finding anything, then ask a series of questions that allows you to offer personalized recommendations. Adding a lead form, allows the visitor to leave their information, so you can get back to him or her as soon as possible.

How to Find Out Your Site’s Conversion Rate

Calculating your conversion rate is not as scary as it may seem. It’s simple with a tracking program such as Google Analytics. Or, if you would rather do it manually, there is a well-known, tried-and-true calculation. First, you need to know how many people visited and how many people converted. Simply divide the number of people who converted by the total website visitor count, then multiply the results by 100.

If you have multiple conversion opportunities such as downloading an ebook, signing up for a webinar, registering to the platform, etc., then you should calculate this metric in the following ways:

  • Calculate each conversion separately using only the sessions from the pages where the offer is listed.
  • Combine and calculate all the conversions using all the sessions for the website.

How Does Yours Compare?

Although the numbers vary per industry, there are still ways to benchmark yours.

A recent study found that the average conversion rate across industries ranges between 2.35% and 5.31%.

Geckoboard, Website Conversion Rate

With the right type of content and the right call-to-action delivered at the right time, marketers can improve conversion rates dramatically without too much effort. There are easy-to-use platforms with one-step installation via plug-ins such as FORTVISION.com.

About FORTVISION

FORTVISION allows users to attract, engage, and retain visitors with interactive content, all while gathering critical data points. Gain in-depth and actionable insights so your business is empowered to deliver the right message at the right time to the right person.

Download a Sponsored Marketing Whitepaper:
Case Study: Telecom Supplier Leverages Thomas Connect to Syndicate OEM Data And Generate New Leads

Use Real-Time Product Data Syndication from All of Your OEMs To Drive New Business Download Now

The post Tips from High-Converting Sites appeared first on Martech Zone.

  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

What are Impressions?

Impressions are the number of potential eyeballs on your story or social media post based on estimated readers/viewers of the outlet/source.

In 2019, impressions are laughed out of the room. It’s not uncommon to see impressions in the billions. There are 7 billion people on earth: about 1 billion of them don’t have electricity, and most of the others don’t care about your article. If you have 1 billion impressions but you walk out your door and not one person can tell you about the article, you have a false metric. Not to mention, how many of your public relations impressions are just bots:

Bots drove nearly 40% of all Internet traffic in 2018.

Distil Networks, Bad Bot Report 2019

Think of your quarterly recap reports as a contract between an organization and the PR agency or between you and your boss—this is how we will define success and how we agree to measure it. You may still need to provide impressions because your client or boss asks for them. However, the trick is to do two things:

  1. Provide context on those impressions
  2. Provide additional metrics that tell a better story. 

Replacements for public relations metrics can include: 

  • Number of leads or conversions. Your impressions might go up quarter to quarter, but your sales are still flat. That’s because you might not be targeting the right people. Get a sense of how many leads you’re generating.  
  • Awareness testing: Using a tool like Survey Monkey, how many people saw your product or initiative in the news and acted or changed behavior because of it?  
  • Google Analytics: Look for spikes in web traffic when your news ran. If the article contains a backlink, find out how many people actually clicked to your website from the article and see how much time they spent there.  
  • A/B testing. Announce a new product or sale via the media and social media but give them different promotional codes to determine which drove more traffic (media or social). 
  • Message analysis: How many of your key messages were included in the articles? Quality over quantity is more important.  

Consider this: pretend you are in a room with your competitors. You might be screaming the loudest—but your quieter competitors are using PR to drive sales, increase awareness, and spark change.

Good PR is about using the media to make a difference—and finding the right metrics to see if it’s working. 

Download a Sponsored Marketing Whitepaper:
Brand Protection From Digital Content Infection

Safeguarding Brand Reputation Through Diligent Ad Channel Selection Download Now

The post Exposure is Not the Same as Impact: It’s Time to Stop Using Impressions to Measure Value appeared first on Martech Zone.

  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

We continue to struggle within the influencer industry with vanity metrics and high numbers. I’ve been critical of the industry since its inception in social media that most metrics and platforms don’t actually measure influence, they just measure the size of the network, audience, or community.

I personally have a very large network… so much so that it’s often unruly and I have a difficult time fostering good connections with many people that I respect. Over time, people and companies tend to drift in and out of attention as we turn our attention to the business at hand. Sometimes we reconnect purposefully as I seek them out as a trusted resource on a topic I lack expertise on. Other times, I may simply be at a conference or event and they happen to be there and we re-ignite our relationship.

Within my network, I sometimes influence purchase decisions for some people that connect or follow me… but that number is actually quite low. I have a handful of clients who trust me implicitly and I may even make the decision for them. I have other people in my network who have reached out and said that I assisted in moving forward with a platform and strategy without engaging personally. And then, still, I have some lurkers who I’ve influenced but haven’t shared that publicly and I’m unaware of the influence altogether. I regularly hear from solutions I’ve written about who thanked me and said that it led to some awareness building or even a great client. If they didn’t tell me, I honestly wouldn’t know about it, though.

More often than influencing a purchase decision, I connect people in my network with people of influence. Yesterday, for example, I met with a platform who I’m putting in touch with an influencer in the social media advertising industry. I’m trusted both by the influencer and I’m confident in the platform, so it’s a great connection to make. I’m certain it will lead to building awareness and additional revenue.

So, am I an influencer or a connector? While I have influenced some purchase decisions, I believe I’m more of a connector. I know the platforms, I know the people, I understand the processes… so I’m able to connect the right prospects to the right people to help them make their purchase decision.

The problem with that, of course, is that there’s no tangible attribution for this in relationship databases or from any influencer platform. I know my value is significant – one connection I made resulted in the direct acquisition of a company. I’ve also been involved with more than a billion dollars of investment and acquisitions in the Martech industry. I’ve also helped dozens of clients with their vendor selection… which influenced hundreds of millions of dollars in direct revenue.

I’m not saying this to brag… I’m often one of dozens of people on these teams helping to drive the purchase decision. And I’ve been doing this for a couple of decades so I’ve been around the block a few times and know what I’m doing. I’m a great connector.

Connectors versus Influencers

Let me get to the point. We absolutely confuse influence with connectivity and it raises two distinct challenges:

  • Influencers are sometimes really connectors – there are companies that seek out people like myself with a significant following in an industry or region. Sometimes it’s influence, other times its seen as micro-influence (if the numbers are smaller and the topic is niche). But perhaps they’re not influencing the purchase decision… they’re just an incredible connector. Companies are often disappointed in these investments…since they may not yield the direct revenue results that were expected.
  • Connectors have incredible value as well – there are individuals with sizable networks online that are fantastic resources to help connect the dots – from investors, to platforms, to clients – but there’s little means of attributing any value to those connections. If, for example, I introduced your company to an influencer and you invested in that relationship… that could lead to successful growth… and any revenue would be (rightly) attributed to that influencer. However, without the connection it would have never happened.

As someone who makes my business off of the knowledge of my industry and has made a significant investment in my network, I struggle with fully monetizing this strength that I have. How do you monetize being a connector? Some of my clients recognize the value after we’ve had long-standing relationships and they’ve realized the downstream results.

Many more platforms approach me looking for instantaneous results. I set expectations the best I can that selling their product or service isn’t the most valuable asset that I bring… and they often drop out of initiating any engagement with me. Seeing the potential, it’s disappointing… but I understand the pressure they’re under and the difficulty in attributing value to the relationship.

When you see big numbers, you may be tempted to hire the person with those numbers as an influencer. Just keep in mind that the value those big numbers bring may not be limited to selling your products or services… it may be the connections they bring you.

Download a Sponsored Marketing Whitepaper:
Brand Protection From Digital Content Infection

Safeguarding Brand Reputation Through Diligent Ad Channel Selection Download Now

The post The Value of a Connector versus the Influencer appeared first on Martech Zone.

  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

It’s 2019 and you walk into a brick-and-mortar retail store. No, this is not a joke, and that’s not the punchline. ECommerce continues to take bigger bites out of the retail pie, but there are still unrealized milestones when it comes to the innovations and convenience of brick and mortar. One of the last frontiers is the presence of the friendly, helpful shop assistant. 

“How can I help you?” is something we’re used to hearing when we walk into a store, and we’ve taken it for granted. For every intuitively laid-out eCommerce website that includes UI-friendly features such as AI auto-complete or breadcrumb search results, there are many more that, to be blunt, completely suck. It would be a godsend to have a friendly shop assistant pop up and ask a few simple questions about what I’m looking for. Can it be done online? This article will look at possibilities that are available and share some tools, tips, and advice.  

How to piece together your own personal assistant

While virtual shopping assistants are in development, a program that will feel human to your customers is not quite in reach — or in budget. However, it’s not too hard to combine several different applications to give your visitors a taste of the best features of a shopping assistant without too much of a splurge.

In Facebook Messenger, Sephora can do it all.

Chatbots

Chatbots are nothing new, but their UX has improved and their applications have diversified. These days it’s easy to get creative with integrating chatbots into your operations. 

Facebook Messages: You know your customers are scrolling through their Facebook feed half the day; why make them leave the application when they want something from you? Having an easily accessible ordering system is kind of like having an on-call personal assistant — and instead of navigating to your website, messaging you on Facebook makes it feel more like they’re talking to a human. Sephora has really been leading the charge to the future in the beauty world, with two different chatbot features within Facebook Messenger using Assi.st: Customers can message them to set up an appointment with a beauty consultant, or they can get advice on purchasing decisions.

Ordering food for pickup or delivery has also taken off in the Facebook Messenger world. Starbucks is just a few messages away from being available to pick up at your local shop, Dominos can tell you the daily pizza deal, and Pizza Hut lets you complete the entire ordering experience without even leaving Facebook. These are all done using various chatbots with the same experience as when you chat with a friend.

Customer Service: i

Using chatbots to help your customers with customer service questions is basically like having a virtual personal assistant who doesn’t sleep. They won’t be able to handle the big stuff, but automating the little stuff can take a weight off your bottom line’s shoulders. Aptly named, a service like Chat Bot can be used to easily build out your own scenarios, questions, and actions — not quite Bandersnatch levels of complexity, but it gets the job done. It has a high rate of return, too: In a test, a chat bot was able to resolve 82% of interactions without the need for a human agent.

MongoDB has a customer service chatbot like this, that is able to ascertain if a visitor is a qualified lead by asking a few questions, and if they are, direct them to the correct sales rep. Sephora makes another appearance in this arena — are you surprised they’re in the chatbot customer service game too? On their website, not only can you ask basic questions — you can even get makeup recommendations from their AI. Customers are able to scan a photo of a makeup look they like from anywhere and get advice on what to get to cop the look.

Personalized Emails

Convincing your visitors to get emails from you isn’t an easy task — what if a chatbot could convince them for you, and only send them exactly what they want to see? That’s what TechCrunch’s bot claims to do, without any extra effort on the part of the subscriber at all. When the reader signs up for personalized news using the chatbot service, its AI software then keeps track of the type of news that they read and sends them only articles that it thinks they’d be interested in. 

Let StitchFix try to know you better than you know yourself

Building it into your business model

Wouldn’t it be great if your customers always felt as though they were receiving personalized assistance from you? There are a few companies and industries who have managed to build the feel of a personalized assistant into their business model.

Subscription Boxes

Part of the equation of a successful subscription box is finding out what your customers like in order to send them the right thing. Stitchfix’s model centers completely on getting customers to tell Stitchfix what they like, so Stitchfix can send them things they might like. It’s this personalization that feels extremely unique, as each person is paired with a personal stylist after filling out a hefty detailed quiz. The customers pay a fee to subscribe, which is deducted if they keep at least one of the items sent to them.

However, no business could make a profit with personal stylists looking over each individual profile and sorting through a massive catalog of items. Humans are terrible at quickly and efficiently processing large amounts of data and making decisions — that’s a job for artificial intelligence. AI is how Stitchfix efficiently scales up, with its algorithm looking at trends, measurements, feedback, and preferences to narrow down a list of suggestions for the stylist to choose from. The AI assists the stylist, who then assists the customer in true tech-human harmony.

If You Liked That, You Might Like…

A true personal stylist knows what you like and what you’ve bought, and uses that information to suggest other things you might like. It’s not hard for artificial intelligence to mimic the “if you liked that, you might like this” personalized suggestions. Half the battle is getting customers to sign up so you can collect their data, and the other half is effectively using that data. Who does a great job of this? You guessed it. Amazon.

Amazon knows that 60% of the time, someone looking at a Keurig coffee maker has also looked at disposable K-Cups, and probably actual cups to drink the coffee out of. What does the AI do? Suggests those products to everyone looking at a Keurig. It’s kind of like having a virtual assistant who’s constantly trying to guess what you want based on what you’ve searched for, what you’re clicking on, and what millions and millions of other people have done in your situation.

Can AI help you find your perfect product?

Looking to the future

Researchers and developers are always trying to answer the question: Can we make a truly personal virtual shopping assistant? For now, there are two interesting applications that get pretty close.

One is Macy’s On-Call, which was surprisingly ahead of its time, and also uniquely combines AI and virtual shopping assistant features with visiting a brick-and-mortar store. When customers visit a Macy’s store, they can hop on their phone and access the On Call function to ask questions about inventory, an order they’ve placed, or even get directions to the location of another department. All they have to do is type in questions and they get responses instantaneously.

Macy’s On-Call was tested out in 10 stores, but hasn’t progressed much beyond there. However, it did seem promising, and they partnered with IBM Watson. Due to the rising popularity of using chatbots, it’s an investment that may pay off for them in the future, and is worth attempting to emulate for a virtual eCommerce store.

However, the latest and greatest development is an app called Elly. Elly is the closest existing thing to a truly smart virtual shopping assistant — however, she’s still in the developmental stages. She’s an AI that helps customers find their perfect product through asking a series of questions, balancing features, price, and anything else the customer says they care about. She’s in the testing stages at the moment, but you can currently enlist her help with finding your perfect smartphone if you want a taste of the future. 

How can I help you?

A personal assistant knows their business inside and out. They also aim to know as much relevant information about their customer as possible, to help them make smart purchasing decisions and leave satisfied (and, of course, return for more). Finally, they want this to happen in a natural and efficient way.

The problem with using human personal assistants is that they can’t scale up efficiently and use large amounts of data in a meaningful way. The future of virtual shopping assistants is to combine the helpfulness and personalization of a human assistant with the data-crunching power and speed of artificial intelligence. A single application can’t do it all (yet), but combining a few tools that are available now potentially unlock new levels of efficiency for eCommerce businesses.

Download a Sponsored Marketing Whitepaper:
Brand Protection From Digital Content Infection

Safeguarding Brand Reputation Through Diligent Ad Channel Selection Download Now

The post Virtual Shopping Assistant: The Next Big Development in ECommerce? appeared first on Martech Zone.

  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

For marketers working to reach new audiences online, insights into competitors’ brand-building activities, strengths and weaknesses, and opportunities to reach and capture their audience can play a powerful role in driving success. However, such competitive insights have mostly been available to companies with vast resources and their own analytics teams. 

Alexa Site Overview

The Alexa.com Site Overview service – which already serves more than three million unique users each month – provides highly-relevant data pertaining to a marketer’s website, audience, and keyword gaps and opportunities. It also offers the same data on any competitor site. Rather than overwhelm marketers with a bulk of data that is unstructured, uninterpreted, and requires extensive analysis before any insights can be gained, the Site Overview service performs the needed complex analysis automatically. Marketers can input a website, and Site Overview will return a custom list of keyword opportunities for that site, as well as a list of the top websites competing for the site’s audience, the site’s traffic metrics in comparison with the average of the top competing sites, and other competitor insights. 

By enabling marketers to identify opportunities where competitors are currently leveraging key advantages to reach audiences that their own brand has yet to approach, Site Overview makes it fairly simple for marketers to take data-backed actions.

“In the last few years, we’ve made big moves to help digital marketers drive real impact in their organizations with the addition of intelligent SEO, SEM and content analysis capabilities. The new Site Overview service is now a central hub for marketers who don’t have the resources to handle a deluge of data, but need direct and effective insights they can act on quickly. By keeping tabs on where competitors are finding success, marketers can discover their own competitive edge.”

Andrew Ramm, President of Alexa.com

Alexa Site Overview Features

Released June 27th, Site Overview’s new capabilities are designed to provide marketers with insights ready to be put into action, across areas including customized keyword opportunities, competitive analysis, audience insights, and web traffic statistics:

Keyword opportunities – Site Overview curates site keyword recommendations across a number of categories to equip marketers and agencies with quick content strategy recommendations.

  • Keyword gaps: Determines keywords currently providing traffic for competitors, which the marketer’s site has yet to utilize.
  • Easy-to-rank keywords: Targets popular keywords which the marketer’s site should have the competitive power to successfully rank well for.
  • Buyer keywords: Recommends keywords used by members of site’s audience that likely intend to make a purchase.
  • Optimization opportunities: Identifies popular keywords that currently drive traffic to the marketer’s site, but could be optimized to drive more.

Competitive analysis – Offers benchmarks to compare the marketer’s site side-by-side with competitors.

  • Traffic sources: Compares the percentage of overall search engine traffic to the marketer’s site versus competitor sites.
  • Referral sites (backlinks): Compares the number of referral sites driving traffic to the marketer’s site versus competitor sites.
  • Top keywords: Displays the top search terms that drive traffic to the marketer’s site, and those driving traffic to competitor sites.

Audience insights – Recommends unique opportunities to reach prospective customers based on site audience browsing behaviors.

  • Audience interests: Displays the categories a site’s audience finds interesting, and other sites serving those interests that the audience visits.
  • Audience overlap: Identifies sites competing for the attention of a shared audience.

Traffic statistics – Marketers can evaluate site popularity, engagement, and growth potential using this reporting of monthly site metrics and traffic statistics.

  • Alexa rank: Shows a site’s overall global internet traffic and engagement ranking.
  • Audience geography: Displays the estimated percentages of site visitors by country.
  • Site metrics: Displays a site’s engagement, traffic sources, site flow, and total backlink metrics.

Advantages for Brand and Agency Marketers

Agency marketers will likely also find Site Overview’s site analysis capabilities valuable in helping them recognize digital opportunities for clients (ideally increasing retention). Agencies and consultants can also leverage Site Overview tools, such as the easy-to-rank keywords tool, to target prospective clients for with improvements specific to their use case.

“People have an emotional reaction when they see that competitors are beating them at something. This is the fastest way to see what’s working for them and not for you. Even at a glance, I’ve found 3-4 actions I can take to get better results.”

Andy Crestodina, co-founder and Chief Marketing Officer of Orbit Media

By offering new and deep visibility into the activities and successes enjoyed by competitors, and supplying the refined insights needed to pursue opportunities effectively, Alexa.com’s Site Overview should enable marketers to make more accurate tactical decisions and realize those same competitor successes for themselves.

Try Alexa’s Site Review

Download a Sponsored Marketing Whitepaper:
5 Expectations Your Shoppers Have (and How to Deliver)

We will discuss what shoppers really want as part of their buying journey. Download Now

The post Alexa.com’s Site Overview: New Features Give Marketers Better Snapshot of Search and Content Opportunities, for Free appeared first on Martech Zone.

  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

As a business, I’m often surprised at how many charges come through that surprise me. In a world of cheap apps, micro-subscriptions, and a plethora of payment methods, it’s got to be quite lucrative to be an internet scammer these days.

My good friend, Adam, forwarded me an invoice scam this morning that he received for his Real Estate CRM. Unlike a spoofed phishing email, where the sender fakes their sending email address, this one actually sends through PayPal invoicing – a legitimate sender.

Unless you have privacy set on your domains, anyone can do a Whois lookup and identify your email address and the expiration date of your domain registration. Using PayPal, they create an actual invoice and send it through their system over to you. In this case, they even branded the invoice with GoDaddy – the registrar.

If you’re a larger corporation, this may very well pass through and get paid despite it not being the actual domain registration service. When Adam clicked through, it was a Russian email address set for the recipient. He reported it to PayPal and hopefully they’re shut down, but this is still quite troubling since it’s an actual invoice being sent by an actual service.

It seems there could be a great opportunity here for services like PayPal to create an agreement between buyer and seller that they actually know one another and have a trusted relationship… instead of PayPal simply allowing anyone to send anyone else an invoice.

Download a Sponsored Marketing Whitepaper:
Discover How Top Social Media Management Solutions Compare to Hootsuite

Compare and evaluate popular alternatives to Hootsuite and find the best system for your business. Download Now

The post Beware of the PayPal Domain Registration Invoice Scam appeared first on Martech Zone.

  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

A few years ago we were working with a company that had several million articles published on their site. The problem, of course, was that very few of them were read and even less ranked in search engines.

We tested a pilot program where we applied 20% of their newsroom’s resources in improving and combining existing content. The goal was to have one complete and comprehensive article on a topic.

Many companies collect articles on similar topics over time, but the visitor to your site isn’t going to click and navigate to find the information they need. It’s imperative that you combine these topics into a single, comprehensive, well-organized master article on the topic.

Each and every article should have:

  • Sections that were designed well and easy to skim through from subheading to subheading.
  • Bulleted lists with the key points of the article clearly explained.
  • Imagery. A representative thumbnail for sharing, diagrams, and photos wherever possible throughout the article to better explain it and build comprehension. Micrographics and infographics were even better.
  • Video and Audio to provide an overview or short description of the content.

While a word-count wasn’t the ultimate goal, these articles went from a few hundred to a few thousand words. Older, shorter, unread articles were dropped and redirected to the new, richer articles.

It worked like a charm. The content department shifted from a “How much content are we going to produce each week to meet conversion goals?” to a “Wow, our content department now has a positive return on investment that continues to grow!”.

It wasn’t easy. We even built a big data analysis engine to identify the prioritized order of the content production to ensure we were getting the best ROI on content resources. Every page was classified by keyword, keywords ranked, geography (if targeted), and taxonomy. We then identified the content that ranked on competitive terms – but did not rank well. Fixing that content first produced the greatest results.

Backlinko analyzed over 1 million results and found the average #1 ranking page had 1,890 words

Backlinko

This data backed up our premise and our findings. It’s totally transformed how we look at building content strategies for our clients. No longer do we do a bunch of research and mass produce articles, infographics and whitepapers anymore. We deliberately design a library for our clients, audit their current content, and prioritize the gaps necessary.

Even on Martech Zone, we’re doing this. I used to brag about having over 5,000 posts. You know what? We’ve trimmed the blog to about 4,000 posts and continue to go back every week and enrich older posts. Because they’re transformed so drastically, we republish them as new. Additionally, because they often already rank and have backlinks to them, they skyrocket in search engine results.

How to Develop Your Content Library Strategy

To get started, I’d recommend taking this approach:

  1. First and foremost, what are prospects and clients asking about online about your business that would lead them to you?
  2. Second, what are prospects and clients asking about around their business and employment success that you can provide assistance on? It’s not just educating your prospects and clients about what you know or do, you must provide them with a sense that you’re a trusted asset to their success.

Writing about you every week isn’t going to work. Visitors don’t want to be sold; they want to do research and get help. If I’m selling a marketing platform, it’s not just about what we can accomplish or what our clients are accomplishing using the software. It’s about our expertise and authority in the industry and ability to help prospects and customers be successful with their challenges. That might mean articles on regulation, on employment, on integrations, and virtually any other topic that they’re wrestling with at work.

How to Research Your Content Library Topics

I always start with three research resources for the content I develop:

  • Organic research from SEMrush to identify the most highly searched topics and articles associated with the prospect I wish to attract. Keep a list of the ranking articles handy, as well! You’ll want to compare your article to ensure you’re better then them.
  • Socially shared research from BuzzSumo. BuzzSumo tracks how often articles are shared. If you can intersect the popularity, the share ability, and write the best article on the topic – your chances of it producing engagement and revenue are much higher. BuzzSumo wrote a great article recently on how to use it for Content Analysis.
  • Comprehensive taxonomy analysis to ensure your article covers all the subtopics associated with a topic. Check out Answer the Public for some amazing research on the taxonomy of topics.

Build out a huge list of these topics, prioritize them by the importance, and begin searching your site. Do you have content that touches on that topic? Do you have content that ranks for related keywords? If it can be improved – rewrite a richer, more complete articles. Then tackle content that helps your prospects and clients next.

Construct your content calendar with the priorities. I’d recommend splitting time between updating old and writing new until your library is complete. And thanks to changing business environments, technology advancements, and competition – there’s always new topics to add to your library.

As you combine older articles into new, more comprehensive articles, be sure to replace the old articles with redirects. I often research how each article is ranking and then utilize the best ranking permalink for the new article. When I do this, search engines often come back and rank it even higher. Then, when it becomes popular, it skyrockets in rank.

How to Design Your Articles

Think about your article as as a pilot would be coming in for a landing. The pilot isn’t focused on the ground… he’s first looking for landmarks, descending, and then focusing more and more until the plane has touched down.

People don’t initially read an article word for word, they scan it. You’re going to want to utilize headlines, bolding, emphasis, block quotes, imagery, and bullet points effectively. This will let the readers eyes scan and then focus. If it’s a really lengthy article, you may even want to start it with a table of contents that are anchor tags where the user can click and jump to the section that interests them.

Don’t forget your Call to Action

Content is useless unless you want someone to take action on it! Be sure to let your readers know what’s next, what events you have coming up, how they can schedule an appointment, etc.

Download a Sponsored Marketing Whitepaper:
Create a Content Strategy That Generates Leads

Teaming up for another high-impact webinar, David Fortino, SVP of Audience and Product at NetLine, and Natalie Stezovsky, VP of Business Development & Marketing at Influence & Co, share content strategy success tactics to maximize engagement and generate high-quality leads. Download Now

The post Stop Producing Endless Content and Begin Building a Library appeared first on Martech Zone.

  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

One of our customers is on Squarespace, a content management system that provides all the basics – including ecommerce. For self-service clients, it’s a great platform with many options. We often recommend hosted WordPress because of its unlimited capabilities and flexibility… but for some Squarespace is a solid choice.

While Squarespace lacks the API and millions of productized integrations that are ready to go, you can still find some fantastic tools to enhance your site. We have one client that was looking to incorporate popups within his site to urge users to subscribe to his newsletter. We found a solid solution in Privy.

Privy Features Include

  • Drag and Drop Designer – Choose from several on-site display types including popups, banners, bars, flyouts, embedded forms, landing pages, tab triggers, and thank-you pages. You can easily design conversion experiences that fit into your existing site and brand. Or you can build a hosted landing page for social or paid distribution.

  • Targeting – Target based on exit intent, geography, cart value, referral path, device type and more.
  • Coupon Codes – configure and reveal single use or bulk coupon codes after opt-in. Even enable users to redeem offers on their phones while visiting your brick and mortar store.
  • Integrations – Synchronize new contacts in real-time to your email marketing, CRM, ecommerce or retargeting platform. Deeply integrate Privy campaigns with your existing workflow with support for double opt-in, custom fields, and segments.

Integrations include Shopify, Squarespace, Magento, ecwid, Bigcommerce, Weebly, WordPress, Hubspot, Tumblr, Joomla, Zen Cart, Eager, 3dcart, Spacecraft, Mailchimp, ConstantContact, Mailerlite, Emma, Infusionsoft, Drip, ConvertKit, GetResponse, SendinBlue, ActiveCampaign, Mailigen, Soundest, Benchmark, Delivra, CampaignMonitor, ConvertKit, AWebert, Customer.io, Bizzy, Klaviyo, Drip, Bizzy, Mailup, ininbox, Mad Mimi, dotmailer, Feedblitz, Freshmail, Remarkety, Fishbowl, iLoyal, Slack and Adroll.

How to Implement Your First Privy Campaign

Here’s a 4-minute walkthrough, where Privy talks you through the basic steps of designing your first campaign.

Privy Pricing

With Privy Pricing you get access to every on-site display feature, integration, and display type for one price! Privy evened the field for all merchants, regardless of budget to get the best conversion tool on the market.

What do you actually get? That means every on-site targeting rule, cart saving campaigns, upsell campaigns, spin-to-win campaigns, unique coupon codes, HTML embedding,  design element, A/B testing, facebook messenger integrations, installing custom fonts, and out of the box connections to the rest of your tech stack.”

Download a Sponsored Marketing Whitepaper:
How to Generate the Leads Sales is Demanding

How demand generation marketers can uncover buyer intent and grow revenue with question-based interaction Download Now

The post Privy: Easy to Use, Powerful Features for On-Site Customer Acquisition appeared first on Martech Zone.

  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

Whether you’re publishing audio or video, you know that sometimes that content is actually the easy part. Add editing and optimization for each social platform and you’re now spending more time on production than you are on recording. This inconvenience is why many businesses avoid video despite the fact that video is such a compelling medium.

Promo.com is a video creation platform for businesses and agencies. They help users create loads of visual content and unlimited videos to promote anything they want effectively. The easy-to-use online video editing platform enables users to customize fully packaged videos by award-winning designers – and includes ad creative, copy and matching music.

The team at Promo.com let me publish this short video that took me just a few minutes to make. The stock footage, styling, and music were all available through the template I chose.

Best of all, the platform automatically generated an optimized view for Instagram as well as a vertical video. I made some minor edits to size fonts, but that only took a couple of seconds!

Using Promo.com, you can create videos or video ads, including:

The platform has stock footage and templates ready to go for Businesses, Real Estate, Marketing, Travel, E-commerce, as well as Gaming. You can also find videos for Special Dates, Spring, Easter, St. Patrick’s Day, Valentine’s Day, or Game Day.

Make your first Promo.com video right now:

Create a Promo.com Video

Download a Sponsored Marketing Whitepaper:
How to Choose the Right Social Media Monitoring Tool

In today's always-on, social media world, it can seem impossible to keep up with mentions, trends, and other data you need to follow. Could a monitoring tool help you? Sponsored by YouScan. Download Now

The post Promo.com: A Simple Online Video Editor for Social Media Videos and Social Ads appeared first on Martech Zone.

Read for later

Articles marked as Favorite are saved for later viewing.
close
  • Show original
  • .
  • Share
  • .
  • Favorite
  • .
  • Email
  • .
  • Add Tags 

Separate tags by commas
To access this feature, please upgrade your account.
Start your free month
Free Preview