TOP 10 TIPS FOR SOCIAL MEDIA

Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging.

It’s vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a foundation that will serve your customers, your brand and — perhaps most importantly — your bottom line.

1. Listen to your audience!
Success with social media and content marketing requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives.

2.  Focus on one thing
It’s better to specialize than to be a jack-of-all-trades. A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.

3. Quality matters
Quality trumps quantity. It’s better to have 1,000 online connections who read, share and talk about your content with their own audiences than 10,000 connections who disappear after connecting with you the first time.

4. Let time do the work
Social media and content marketing success doesn’t happen overnight. While it’s possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit to the long haul to achieve results.

5. Link all of them together
If you publish amazing, quality content and work to build your online audience of quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their own blogs and more.

This sharing and discussing of your content opens new entry points for search engines like Google to find it in keyword searches. Those entry points could grow to hundreds or thousands of more potential ways for people to find you online.

6. Get in reach on influencers. 
Spend time finding the online influencers in your market who have quality audiences and are likely to be interested in your products, services and business. Connect with those people and work to build relationships with them.

If you get on their radar as an authoritative, interesting source of useful information, they might share your content with their own followers, which could put you and your business in front of a huge new audience.

7. Make your post valuable!
If you spend all your time on the social Web directly promoting your products and services, people will stop listening. You must add value to the conversation. Focus less on conversions and more on creating amazing content and developing relationships with online influencers. In time, those people will become a powerful catalyst for word-of-mouth marketing for your business.

8. Don’t ignore that stranger. 
You wouldn’t ignore someone who reaches out to you in person so don’t ignore them online. Building relationships is one of the most important parts of social media marketing success, so always acknowledge every person who reaches out to you.

9. Make yourself available.
Don’t publish your content and then disappear. Be available to your audience. That means you need to consistently publish content and participate in conversations. Followers online can be fickle and they won’t hesitate to replace you if you disappear for weeks or months.

10. Be social! After all, it is a “social” network. 
You can’t expect others to share your content and talk about you if you don’t do the same for them. So, a portion of the time you spend on social media should be focused on sharing and talking about content published by others.

Sour: Entrepreneur

What Intelligent Packaging Looks Like

If you’ve shopped on Amazon, you’ve probably received a follow-up email to rate your shipping package. Amazon takes packaging seriously, and your business should, too.

After all, packaging doesn’t just refer to shipments; retail product packaging often keeps those products from going bad and provides differentiation, according to an infographic published by Direct Packaging Solutions.

And since packaging is the first impression consumers may have of your product, getting packaging wrong can cost you sales.

Luckily, there have been innovations in the packaging world, as the infographic explains, such as retail packaging that allows consumers to feel the product inside the box, new lightweight materials, and packaging that can be safely baked, frozen, or microwaved.

To see more about packaging and some of the innovations and strategies that can help protect, store, and sell your products, check out the infographic.

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Source: MarketingPros

Pictures from : https://www.dpack.co.uk/blog/the-science-behind-superb-packaging-infographic/.

Psychology Hacks That Will Get Your More Engagements!

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Do you know that social media triumphed over email as the top internet activity in 2013?

At 1 hours and 40 minutes, social media accounts for 28% of the total time spent by an average user on the internet.

As a business, that’s great news for you. You can leverage social media platforms to connect and communicate with 2.307 billion active social media users.

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Businesses have quickly seized this social media marketing opportunity. As per a 2014 study by LinkedIn, 81% of small and medium-sized businesses use social media marketing.

Learn about these 7 powerful psychology hacks to increase your social media engagement.

In fact, the competition to gain a consumer’s attention on social networks has turned fierce. Look at the information explosion on social media every second.

Besides, your battle to gain the attention of your target audience isn’t limited to businesses. You’re competing with photos and videos of cute kittens, dogs and babies, shared by your prospect’s social media friends.

Don’t panic. I know one academic discipline that can help you win the battle against your social media marketing competitors, while making you a better marketer…

In between traffic and conversion numbers, you might forget that there are real people on the other side of the screen, not data points.

That’s why I love to take lessons from this centuries-old discipline. It can tremendously impact the lead generation of your business.

You’ll be surprised how theories on human behavior and the mind can help you understand your consumer and deliver on their needs through social media channels.

So, here are 7 psychology-based hacks to take your social media marketing engagement up a few notches.

1. Leverage social proof by enabling the social media shares counter and get the ball rolling

Social proof is the phenomenon that leads you to follow the herd. You assume that the people surrounding you possess more knowledge about a situation and you follow their lead.

Many brands show their number of customers served or a celebrity endorsement for establishing credibility. Take a look at the McDonald’s restaurant sign “Billions and Billions Served”.

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Social proof has been around for a while, but has gained momentum recently, because of social media platforms.

There are 5 kinds of social proof that you can use to increase your brand’s influence and to boost your sales.

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For increasing your social media engagement, in particular, you can use a quote from a major media outlet. Equil Smartpen does this.

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Or, you can install a social media share counter in all of your articles with an option to share on major social media platforms.

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A smaller number of social media sharing buttons will give you better content marketing results (too many leads to decision paralysis for the user).

Proper placement of social media sharing buttons can have a significant impact on the number of shares that you receive. After making their ‘Share This’ icon more prominent, AMD was able to increase their social media sharing by 3,600%.

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You can test scrolling social media share counters, since they might get better visibility, depending on your blog’s design.

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If you’re on WordPress, I’ve shared 5 social media sharing plugins in this post that you can use to add social media buttons to your blog.

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2. The most contagious emotion on social media networks is happiness. Start using it in your headlines

Remember when you felt the happiness of your friend getting married or having a new baby, merely by viewing his profile picture update?

It’s not limited to you.

People share evidence of their worst and best times and all kinds of pain and happiness on their social media profiles.

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And, posts with higher emotional value get higher shares on social media networks.

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But among the 4 broad emotions (happiness, fear, sadness and anger) – Happiness has been found to be more contagious within social media marketing, than the negative ones.

Statistically, positive social media posts prompt an average of 1.75 more positive responses from friends. Negative posts across social networks prompt 1.29 more negative posts.

Suppose you heard the abbreviation ‘SEO’. And, suddenly, it started to appear everywhere. Due to its recency, you’d be more aware of the subject. So, it sticks to your memory and you won’t simply pass it by.This is called the Baader Meinhof phenomenon or the frequency illusion. And, it isn’t limited to learning words, but even your personal experiences. If you’re considering buying an Audi, you’ll notice more Audi cars on the road.

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So, what are the implications of the frequency illusion for marketers on social networks?

As a brand, you can show your message to your prospects repetitively. Once the frequency illusion kicks in, every message will raise positive brand awareness and breed trust from the viewer.

Indeed, WordStream found that conversion rates increase with more ad impressions.

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On social media networks, you can target your abandoned website visitors by launching remarketing campaigns.  Facebook remarketing ads get 3x the level of engagement of regular ads.

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I’ve personally used remarketing to boost my overall lead generation and deal closing ratio by 28%.

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If you want to launch your first Facebook remarketing campaign, you’ll first need to install a pixel on your website. Read this remarketing article for detailed instructions.

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4. Focus on what the social media user loses if he does not try your product or doesn’t click on your post

Have you ever concluded that your friends are having the best times and enjoying rewarding experiences by scrolling through their photos in your Facebook feed? Did you felt guilty of making unwise use of your time or sad you weren’t with them while they were having a blast?

Then, you’re probably suffering from the Fear of Missing Out (FOMO).

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The fear will possibly lead you to overcommit and fail to fulfill your promises. Or, you won’t commit at all – so that you don’t lose a potentially life-changing experience that might come along.

FOMO fuels social media addiction, and it’s worth understanding as part of your social media strategy. In a study by My Life, more than half of the total social media users were afraid of missing out on an important update or news. So, they don’t stray away from the feeds of their social media channels for long.

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Brands need to exercise caution when trying to leverage FOMO on social media platforms. Only make promises that you can fulfill. Don’t manipulate your audience to get more clicks on your posts.

A typical example of using the fear are clickbait titles. Phrases like “do this…before you die”, “the most important things in your life”, “if you watch one video today..” and the like attempt to persuade you with fear.

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So, while these headlines by BuzzFeed may grab eyeballs, they sometimes go overboard and attract criticism. Here are a few BuzzFeed style headlines that you can use safely.

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If your Facebook fans have a good relationship with you, you can ask them to turn on notifications for your updates. This way, they will never miss out on the latest developments from your brand. And, you might increase your organic reach a tad bit.

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Here’s a tutorial by Amy from Savvy Sexy Social to show you how you can turn on notifications.

5. Create excitement with your social media posts, by promising to spill the secrets on the other side

Humans are inherently curious. We want to understand how things work and why they exist in the first place.

When you aren’t aware of a particular subject and you want to know more about it, then the gap in your knowledge is called the curiosity gap. fMRI studies show that it is an inverted U-shaped curve.

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But, how can you leverage the curiosity gap in your social media posts?

By teasing your audience with limited information.

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It will pique their interest and they will feel a desire to fill the gap caused by the missing information by clicking on your social media post.

Ensure that you address the questions a majority of your audience on social networks has. You can find them by searching for your niche on Q&A websites like Quora.

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You can leverage trigger words like who, when, where, how-to, which and what to engage the audience of your various social channels in your social media posts.

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And, addressing the ‘why’ can be the most effective social media strategy for driving actions from your audience.

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6. Make your audience feel special and start your relationship with influencers by giving…

Do you feel compelled to return a favor by a friend? For example, if he sends you a gift on your birthday, then are you influenced to do the same on his birthday?Probably.

You aren’t alone. It’s the principle of reciprocity in action – people respond kindly to nice behavior.

What does it mean for businesses like yours?

Put in some effort and do something nice for the audiences of your social networks. Make them feel special with random acts of kindness or by offering them an exclusive discount.

Let me share a brilliant example of how Samsung built brand advocacy with a social channel customer interaction. Shane Bennett was a loyal Samsung customer and requested a free Galaxy S3. To spice it up, he attached a drawing of a roaring dragon.

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Samsung sent him the phone along, with a customized case displaying his dragon artwork.

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The event earned substantial media coverage and numerous loyal social media followers for Samsung.

You can also use this principle as an effective social media strategy to connect effectively with influencers on social media.

Remember how you mentioned an influencer in your tweet and asked him to share your article?

Yeah, good content marketing doesn’t work that way.

Gary Vaynerchuk is the author of a book titled “Jab, Jab, Jab, Right Hook”, which loosely translates to “Give, Give, Give, Then Ask”.

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That’s the mantra you should live by, when trying to build a relationship with influencers on social media.

Share their content consistently on social channels and let them know about it (by mentioning them using their various handles for whatever social networks you’re engaging with them on).

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Consider adding personal commentary on their article when sharing it. The influencer will appreciate the time you took to add your insights.

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The best times to ask them for a favor (like guest posting on their website or sharing your content) is only after they have noticed your kindness.

7. Hang out with your social media followers, add value and have fun – it’ll lead to a greater sense of belonging.

Besides the need for food and shelter, humans also crave acceptance as a member of a social group (big or small). They want to be a part of something bigger than themselves. Abraham Maslow listed belonging at the third level in his hierarchy of needs.

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So, what are implications of the sense of belonging on social media?

Dr. Stephanie examined the threat to belonging and related needs on Facebook and she concluded that “active participation on social media sites gave users a greater sense of connectedness”.

Brands can leverage this psychological phenomenon by regularly engaging with their fans and followers using their social media profiles. If you answer queries and remain transparent, you can create a tightly-knit community.

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You can also conduct polls, occasionally, to involve your audience and understand their expectations.

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You can also hang out live with audiences using your social media profile, using video streaming apps like Periscope.

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Or, use the live feature on Facebook and increase your organic reach.

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Vin Diesel used Facebook Live to interact with over 1 million live viewers.

Conclusion

Social Media profiles provide a brilliant content marketing opportunity with which to amplify your reach and raise brand awareness. But, your message needs to stand out in the immense information clutter that’s shared on social media everyday.Psychology is a powerful tool to help you understand how your target audience thinks. Start with one content marketing psychology hack from the seven that I’ve shared in this article and tailor your social media posts. And, please keep me posted on your results.

 

Soure: Neil Patel

Design Landing Pages That Yield Results!

If you want to capture more targeted leads, then your landing page web design has to convey your message well.

But, the truth is that most landing pages don’t increase conversions, which is why most people complain about low conversion rates.

You can change the story by following 6 steps to create landing pages that capture conversion rate optimization.

No matter what business you’re in, it’s always wise to put up a new, relevant landing page complete with a call to action, social media sharing, and great landing page copy to capture potential customers. According to Marketing Sherpa, “48% of marketers create a new landing page template for each marketing campaign.”

Landing pages contribute to conversion rate optimization and  literally run your business when you’re not there.

You want to build a proven system that has the convincing power to speak and appeal to potential customers in your absence.

After all, if your business requires 100% of your effort before money is generated, sooner or later you’ll most likely give up.

Don’t let that happen to you.

What should your audience’s state of mind be when they discover your landing page web design? What first impression do you want to create with your design elements? How will you convince them to commit to your call to action? And how do you increase conversion?

These simple steps have worked for a lot of top brands and businesses. I’m certain you’ll get results, too.

Download this quick how to guide to designing high-converting landing pages and send your potential customers down the conversion funnel.

VividBoard increased conversions from 2% to 27% (a 1250% lift) with a simple landing page designed to increase conversion Take a look:

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If you’re ready to achieve similar, or even better results for even higher conversion, let’s get started:

1. Understand your audience’s pain points.

How do you satisfy someone that you barely know?

The truth is that it’s hard to do.

To have an impact on your audience, you must understand their pain points.

Your competitors may not be taking this path, which is great – you can take a different path and communicate with understanding.

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Picture this: Your audience has a headache and you’re trying to give them medication for a stomach ache.

Will they listen to you? Wouldn’t your solution turn them off?

In the same vein, when building landing page templates that’ll further grow your business, you want to capitalize on their pain points.

For example, here’s a landing page design that focuses on the customer’s pain point: saving money on their electricity bill.

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Here’s my advice to you:

Go the extra mile to find out what’s actually keeping your audience up all night, worrying and looking for a solution online.

Remember that someone with a nagging problem or challenge will look for solutions, one way or another.

Be there when your ideal customers need you most – with your relevant, well-designed landing page geared towards a positive user experience.

If your landing page is relevant both in web design, call to action, and content – you’ll become the go-to expert to somebody who’s been looking for a solution and you will increase conversion.

Consequently, your customers will believe in you and also share your link with others via social media. Their friends and family may also click on your call to action and before you know it –  you have been successful with your conversion rate optimization.

It irritates online users immensely when they realize that they’ve been disappointed, yet again. This usually happens when you fail to understand their pain points.

When you solve a customer’s need with your landing page, you can rest assured that they’ll come back again.

 

2. Be specific.

Your landing page web design has only one purpose: To get people to act, usually with a CTA button or by filling in your opt-in-form.

When there are too many options to choose from in your landing page template, it becomes a daunting task for your audience members.

“The paradox of choice reveals that less is more. Too many options will often hinder people from making a choice.

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If your landing page design is focused on a single purpose, you’re helping your customers make the right decisions and you will increase conversion rates.

Trying to promote more than one thing on a single landing page template is an ineffective marketing strategy. A few of the questions you need to answer are:

  • Does my audience really understand what I’m driving at with my landing page design?
  • Is my landing page template focused on one thing (e.g., getting 1,000 email subscribers)?
  • Does my audience really need more than one solution or one CTA button (probably not)?

Revise anything that’s generic and make it more specific. Don’t clog up the web design of your landing page, or else you’ll wind up confusing people and this will have a negative effect on your conversion rate optimization.
Tossing out a lot of solutions on a single landing page design will make your audience see you as a person who doesn’t care about them.Professional specialists are respected, in part because they deal with a specific problem.

When you proffer solutions to many things, you’ll lose more of your audience. For example, if your landing page covers both list building and email marketing, I can assure you that your conversions will be low.

Being specific is necessary. But, you also need the right tool to build your landing page template with ease.

3. Choose the right tool.

What is a tool?

Here’s a simple definition from Businessdictionary.com: “An item or implement used for a specific purpose.”

Get the right tool for the job when it comes to conversion rate optimization. Don’t use a screwdriver to pound nails. It will wreck the tool and it won’t help you get the job done properly and quickly.

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Using the wrong tools negatively impacts your results.

But, all landing page tools are created equal, right?

Actually, they’re not all equal. Some tools are more effective than others. Using these tools will reduce your stress, especially when you’re designing a landing page to increase conversions.

For example, Instapage is one of the easiest landing page tools in the digital space. It also comes with a lot of professional web design templates that are optimized to convert visitors into leads. I use it all the time.

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It’s basically drag-and-drop software.

Other tools, such as Unbounce and Leadpages, are equally handy when adapting design elements in landing pages.

In this crowded digital marketing space, you need to automate some of the tasks you otherwise would do manually.

For example, an autoresponder is essential. It helps you capture, connect to and communicate with your audience, even while you’re on holiday and not actively working.

Therefore, try to choose the right landing page tool – and make the work easier.

4. Give away useful materials.

Have you ever wondered how I managed to build 5 successful multi-million dollar SaaS companies from scratch? I’ve written a post on it.

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Do you ever think that I have some special skill that others lack? Not really. I’m just like every other person (well, except that I know how to take action and I have the social proof to back it up).

Here’s the truth: I give away valuable, practical and content-rich information for free.

ost marketers would prefer to charge for the same content that I share with you freely. But, at the end of the day, giving away free valuable information is much more profitable because it encourages those CTA button clicks, improves my conversion rates, and boosts my marketing campaign.Yes, the rewards (e.g., loyal audience, money) may not come immediately, but your brand is being improved all the time.

If you want to build your email list quickly, ensure that your lead magnet is free and valuable.

Have you heard of the term, “lead magnet”?

A lead magnet is helpful content that you give away for free, in exchange for the user’s email address, thereby moving that user into your conversion funnel.

A valuable lead magnet can increase your lead gen quickly.

For example, this little baby generated 28,507 leads in 45 days for DigitalMarketer.com.

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Always give away free and valuable material. It doesn’t have to be a swipe file like the one above. It can be a simple report, ebook, blog post, email course, software, plugin or even your time.

Asking people to subscribe to your email list or click your CTA button without giving away a free gift will send the wrong signal and will probably not grow your list. Read these words from Winston Churchill:

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Giving free gifts to your audience is an effective marketing strategy and a great way of upping your conversion rate.

It’s a way of building trust and credibility with customers.

Free gifts have always compelled people to act. Human beings like free gifts.

And, when your free gift (lead magnet) is valuable, you’ll drive referral traffic to your landing page easily, because happy people will spread the news via social media or other means.

Make sure that it’s in the format that your customers will appreciate. Obviously, this is one reason why you should conduct market research first.

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If you can give away 2 hours of your time for free – especially if you’re an influencer in your field – so that people can call you for advice, that’s proven to work, too.

If you give them a free consultation, you’re building relationships that will pay dividends later on down the road when it comes to conversion rate optimization.

5. Make your title captivating and full of benefits.

First impressions matter in the digital world. Being able to draw attention to your landing page is critical for lead gen- and the title helps with that.

One factor that’s led to the success of news media sites, such as UpWorthy, Buzzfeed and the like, is their titles. I mean, these guys know how to write catchy titles that appeal to people’s emotions.

Look at the attention-grabbing titles for their blog posts and landing pages against their corresponding views in just one week. The social proof is also right here:

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The title is crucial. Brian Clark, founder of Copyblogger Media, estimated that, on average, 8 out of 10 people will read your title. Titles also have an impact on whether your blog post or landing page is shared on social media.

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Ted Nicholas, the famous direct response copywriter, also agrees, suggesting that 73% of your buyer’s decision-making process begins at the point of the title.

Landing page design elements that grabs your customer’s attention will make them want to learn more.

Let’s compare two different landing pages. Bear in mind they’re from the same site.

As you can see in this first design, the title is weak and offers no real benefit.

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But, after redesign, the title was improved. Take a look:

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You can see for yourself that the redesigned page and tweaked copy grabs attention. And, this improved page saw an increased conversion rate of 33%.

You can discourage a customer at first sight with a poorly designed lander and a weak title and odds are you won’t increase conversion that way.

Your page should also be attractive. When you pay attention to landing page design elements, the customers are much more likely to stick around and take the action that you want them to take. Design contributes to lead gen.

6. Use relevant visuals.

“A picture is worth a thousand words.”

The best landing pages I know usually have great-looking visuals — i.e., images and videos.

Here are a few stats to inspire your visual marketing efforts:

  • Humans respond to visual content faster than you can imagine.
  • 90% of the information transmitted to the brain is visual and visuals are processed 60,000X faster in the brain than text.
  • 80% of people remember what they see and do.
  • Site visitors spend 100% more time on pages that contains compelling videos.

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Visuals have taken over social media networks and have a huge impact on marketing campaigns.

In fact, in a real sense, visuals power social engagement and the web is full of social proof to confirm this. Facebook and Twitter have established authority, more than ever before, due to their high volume of images and videos.

Visuals make information clearer to the reader more than text alone. Use visuals that are relevant and compelling to your target audience.

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Using visuals as a design element in your landing pages can transform a digital business. For example, Jason Thompson conducted an A/B test on his page to see if replacing a contact icon with his own photo would lead to more people contacting him.

Here is the screenshot of the original and the variation, together with the result.

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At a glance, you can see that the version with Jason’s photo had 48% more conversions, compared to the generic icon. This shows the power of visuals.

Jason commented on the test results:

People want to connect with other people emotionally, the photo makes that emotional connection so much easier and, as the test is proving, drives people to the contact form more than a nondescript icon.

Remember that people respond to different types of visuals in different ways. For example, stock photos may look professional, but your target audience already knows where you found them.

You want to appear real to them if you want to boost your conversion rate.

So, don’t use stock photos. Instead, take photographs of you or your team implementing the marketing campaign or strategy that you teach. Better yet, use screenshots to show how your solution can be applied.

That’s exactly what GetResponse did on their landing page.

Take a look:

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Conclusion

You need to invest your skill, time, money and resources, if you want your landing page to continually bring in the desired results.It’s not advisable to chronically change things in your landing page, but you also want to ensure that you don’t let it grow stale.

The digital marketing space is changing. New tools are being developed. Invest adequate time to learn how these new tools work. Keep abreast of landing page trends – these would guide you when making decisions.

At some point, you may need more landing pages. But, stay focused: start with one.

Even a single landing page with the right design elements can yield impressive results for your business.

For example, Moz generated an additional $1 million, per year, when they redesigned their landing page and used it to promote one of their core products to their email list subscribers.

 

Source: Neil Patel

How to Take The Stress Out of Content Marketing!

Original Content from Neil Patel.

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A lot of businesses are starting to take content marketing seriously.

However, just because more people are using content marketing as a means of obtaining customers, doesn’t mean that everyone knows what they’re doing.

In this post, we’re going to take a look at some of the common struggles that people face when it comes to content marketing.

We’ll look at each aspect of content marketing and what matters most.

By the end of this post, you’ll have a clear sense of what can be done in order to overcome the content marketing obstacles that your business is facing.

Let’s begin!

Knowing what kind of content to create

This is one of the main struggles that people tend to face when they’re embarking on a content marketing program or project.

Many marketers struggle to come up with content ideas that will be engaging for their target audience.

In fact, 54% of B2B content marketers state that creating engaging content is a challenge that they’re struggling with.

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However, just because the production of engaging content is challenging, doesn’t mean that it’s impossible.

In order to create engaging content, the most important thing you need to acknowledge is who you’re actually creating that content for.

Before you do anything, you really need to sit down and think about the people that interact with your business.

What are their struggles and what kind of challenges do they deal with on a day-to-day basis?

When you know this information, you can create content that speaks to the struggles faced by your target audience.

This content can then provide in-depth advice on how such issues can be tackled –  thereby resonating with them and helping them to trust your brand.

It is important that you create content that is tailored to only a few audience personas.

If you go into content production thinking you can create something that will appeal to a large number of personas, there is a chance that your content will ultimately end up appealing to no one.

That’s because it’s hard to create in-depth, high value information for multiple demographics.  Your target audience likely has specific challenges that only apply to them.

If you take a look at the chart below, you’ll see that 47% B2C content marketers aim to produce content for only 2-3 persona audiences, because of the fact mentioned above.

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You might also want to think about the scenario that leads people to get in touch with your business in the first place.

For instance, what is it about their circumstances that makes them want to engage with your business?

When you know this, you can create content that helps people who are in an earlier stage of the buyer journey, but also positions you as the solution provider for the next stage.

Imagine you’re a company that helps people carpet their homes or  install wood flooring.

There are two options for you here when it comes to content marketing.

One option is to create content that teaches people how to take care of their floors.

Your content might explain how to remove a stain from a carpet or repair damaged wooden flooring.

The other option is to help people who are just one stage behind, in terms of when they’ll need to install wood flooring or new carpeting.

These individuals might include those who are moving home, or those who are tackling a refurbishment project.

For those individuals, you would create content that helps them deal with all the challenges of refurbishing a home, for example.

Then, when they’re starting to look for flooring solutions, you would position your offering as the solution.

After all, you already have their attention and trust, because you’ve provided content that helps them solve the other challenges related to refurbishing a home.

So that’s the broad strokes of knowing what kind of content you should create.

Let’s take things one step further and see how you can come up with ideas for your content.

One of my favorite tools for completing a task like this is Buzzsumo.

Using Buzzsumo, we can quickly identify the most popular content for a specific topic.

This allows for us to easily work out what resonates with a particular audience.

Then, all we need to do is create something with greater depth, while also doing a better job at promoting it.

So, head over to Buzzsumo.com and sign up.

Let’s stick with the topic of carpet and wood flooring that was mentioned above.Then enter in a keyword related to your niche.

Actionable content tends to do well when it comes to content marketing, so I might just try and input the phrase ‘”how to” carpet.’

The commas ensure that a lot of “how to” information is returned.

Below are some excerpts from the results returned by Buzzsumo and it shows some interesting results.

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As you can see, there are plenty of ideas there to get started with and use as inspiration.

The content ideas from the results above are quite broad.

If you want to come up with more ideas, perhaps some that are more in-depth, simply take one of the above posts and input a related keyword into Buzzsumo.

So for ‘carpet,’ I might be looking for content that advises people on ‘choosing carpet,’ because above, there’s content related to choosing carpet.

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After doing so, I can see that there are a few articles related to the topic of choosing a carpet.

I can then use those pieces of content as inspiration when it comes to creating in-depth content, that is really niche and hopefully more high value for the target audience. .

Because we also mentioned wood flooring, let’s examine how the process would work for that topic too, just to emphasize the point.

Note: What I have found with Buzzsumo is that you will have to experiment with the use of quotation marks, as sometimes they can help you and sometimes they do the opposite.This time I enter ‘how to wood flooring.’ That sentence might not make grammatical sense, but it does return some good results.

The same concept of ignoring correct grammar applies to the structuring of your key phrases.

In any case, here are some excerpts from what came up.

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As you can see, we have some good topics that we can start focusing on if we want to create content for this niche.

That’s one angle you can use when it comes to creating content.

Now, let’s look at creating content that focuses on an earlier stage of the buyer journey.

Let’s stick to the topic of carpeting and wood flooring.

When it comes to producing content for an earlier stage of the buyer journey, such content might relate to individuals who don’t realize that they need carpeting or wooden flooring just yet, but at some point will.

These individuals might include those interested in information related to ‘home renovation.’

Go through the same process where you search a relevant keyword in Buzzsumo, in order to come up with content ideas.

I decided to go with the keyword ‘how to home renovation’

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Once again, you can see that there are some relevant content ideas here.

You don’t have to use Buzzsumo when it comes to content ideation.

You can also take a look at what your competitors are doing,and then create something better than what they have.

A quick way to do this is to search Google, using keywords similar to those above, then see what results come up.

You could then take some of the top forms of content and assess how you can make them better.

This is similar to the Brian Dean approach known as the ‘Skyscraper method.’

It’s also worth following the social media profiles of your competitors, as any updates related new content will often be posted there.

Let’s next look at what needs to be done once you have a good sense of what needs to be created.

Creating the right kinds of content

Once you’ve settled on a topic for your content, you then need to think about creating the content in question.

Content creation can come in many forms.

The option you pick is going to depend on what you think your skills are most suited to combined with what you think is most likely to resonate with your audience personas.

We’re going to quickly have a look at all the forms of content that you can create and how you can get the best out of each type.

The most common form of online content creation is generally a blog post.

Blog posts can be a good starting point when it comes to content creation and you’ll see below that 60% of B2B content marketers list it as their most effective form of content.

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Writing is suited to those who do not like to be in front of a camera or are better at communicating using the written word.

However, it can also appeal to people who find themselves on a budget and can’t afford to pay for the costs associated with other forms of content creation.

If you’re not a great writer, you can still knock out a decent blog post.

There are two things that you need to pay attention to when it comes to writing a great blog post.

The first is to write in a clear and concise manner.

The other is to make the post visually appealing.

That essentially means that you use the right kind of formatting and you’re also generous with your use of images.

Let’s quickly talk about how you can write in a concise manner.

There are many tools that you can use to help you write with more precision.

One such tool is Hemingway Editor.

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Using this app, you can quickly see if your writing is unnecessarily ‘wordy.’

Here’s a critique of some text from earlier in the post.

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And this is what the amended text looks like.

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As you can see, the latter version of the text flows better and does away with any unnecessary words.

You just need to follow the guidelines provided by the app to create writing that is precise and easy to follow.

If you’re worried about your writing being unclear, consider using that app.

Often the best way to approach things is to write in a conversational manner.

You don’t want to write anything that is going to make you look ‘smart.’

Just create content that is helpful and will add value to the lives of your readers.

When it comes to making your writing visually appealing, the first thing you must focus on is the proper use of headers.

Headers are important because they break up the text.  They let people quickly scan a post and see if there’s anything covered that they’re interested in.

Creating headers is easy.

If you’re using a blogging platform like WordPress, you just need to choose ‘Heading 2,’ from the drop down menu within the toolbar.

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You’ll also want to focus on using a generous number of images within your post.

Refrain from using images that don’t contribute to the overall message of the post.

If you’re taking screenshots of things you see online, you can use a tool like Skitch.

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This tool will let you quickly take a screenshot and then ‘mark it up.’

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Even if you don’t think your blog posts needs images, you might want to reconsider.

Blog posts with images receive 94% more views than content that doesn’t have relevant images.

If you need images for your blog post, you can use sites that provide royalty free images.

One such site is Shutterstock.

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iStock can also provide you with some images for your blog posts and they are also royalty free.

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Though you may have to pay to use some of the images from these sites, you will find that the cost is worth it.

You’ll quickly be able to source high quality images that are ready to work with.

This can often beat using sites like Flickr, because when using such sites, a lot of the time spent is on actually finding an image.

On top of that, you’ll also probably end up compromising, because an image is cost and royalty free.

If you need more advice, I’ve covered here and here what can be done in order to be a better writer.

Let’s look at another form of content you can create – Webinars.

I’ve used webinars in my business with great success.

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If you look at the chart from earlier, you’ll see that webinars are the second most effective form of B2B content, with 64% of marketers rating it highly.

So how can you go about running a webinar of your own?

When it comes to hosting a webinar, you can use a tool like GoToMeeting.

This is one of the most commonly used tools when it comes to running webinars.

The platform can be a little bit pricey, however.

If you’re really on a budget, you might want to read this guide, where I cover how you can create a webinar at a very low cost.

Creating a webinar doesn’t need to be complicated.

There are generally a few key stages in a webinar

  1. Explain who this webinar is for
  2. Explain what is going to be covered in the webinar
  3. Provide a little bit of backstory in terms of who you are, and why you’re an authority
  4. Provide a 3 core pieces of content – around 15 mins each.
  5. Make an offer
  6. Open up for Q&A

That’s a very basic outline, though it’s definitely something you can use and start working with right away.

In some cases, you may not even provide an offer, as it may be a purely educational webinar.

One thing to keep in mind is that when you’re creating the slides for your webinar, don’t put a lot of text on the page.

Otherwise, people won’t be focused on your voice.

Instead, they’ll be reading a bunch of text that can be found on the screen.

If you need some inspiration, consider visiting Slideshare and having a look at some of the presentations available there.

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You’ll then begin to develop a good sense of what works when it comes to effective presentations.

You may eventually want to use Slideshare as a way to distribute content, especially considering that it has over 70 million users.

You can also announce that you are offering a bonus at the end of the webinar, to keep people engaged.

The bonus can be something relatively simple, such as an infographic that relates to the content you are covering in the webinar.

It can even be a simple checklist.

Another form of content you can create is a Podcast.

33% of Americans, aged 12 or older, have listened to a podcast.

As of January 2015, 17% of Americans had listened to a Podcast in the past month.

With Podcasts becoming ever more popular, you can be sure that listener numbers are going to rise beyond the numbers I just mentioned.

Podcasts are a good content form to create for those who are good at talking about their subject choice, but don’t like to be in front of the camera and don’t like writing.

I’ve talked here about how you can create a Podcast.

When it comes to making your own Podcast, you don’t need to be overly concerned about editing.

Sure, you might want to remove some major mistakes, if there are any present.

But, in most cases, you’ll get away with the audio you recorded in the first place.

At most, you might want to include some intro and closing music.

You don’t have to do that yourself.  You can just head over to Fiverr and find someone who can create that music for you.

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Though the prices show $5, what you will find is that if you ask for something more than the basic offering, it will of course cost you more than $5.

For example, here are the extras provided by one Fiverr seller who is offering to create an audio intro for your Podcast.

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If you’re worried about potential wasted spend, pick a seller that has a high rating.

Here’s an example of such a seller.

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Note, however, that some of the more popular providers on Fiverr will have a longer turnaround time, because they’re in high demand.

However, as you can see above, some will provide an option where they will turnaround your purchase quicker – if you’re willing to pay extra for speed.

These ‘upsells’ don’t really cost that much and they’re often worth the money spent.

In some cases, you might even want to invite a guest onto your podcast.

Guests might include people who are well known within your niche, or those who have produced results that can be emulated in your niche.

If I was running a podcast on flooring, including carpets and wood flooring, I might invite interior designers onto my Podcast.

They could explain how to pick the best kinds of carpet or wood flooring to achieve a certain ‘look.’

I might even consider inviting people who deal with cleaning carpets or repairing wood flooring.

Such individuals could then provide insight into what can be done to tackle common problems.

This can be a good idea if you’re struggling to come up with content ideas.

By inviting other people onto your show, you’ll be able to provide incredible amounts of value, while also ensuring that you’re not pressured to create the content all on your own.

You’ll want to make sure that you have a good set of questions ahead of time, or you won’t be able to extract the best information out of your guests.

Once you have one piece of content, you can always repurpose it so that it is turned into another form.

For instance, I mentioned above how the slides of a webinar might be used as a Slideshare presentation.

You can also take the audio of that webinar and turn it into a Podcast.

Or you can take the blog posts you have and turn them into podcasts.

I have done this for a few of the posts on CrazyEgg.

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Your ability to repurpose content is going to depend on how creative you can be.

As a framework, just think about how you can take a piece of content and adapt it into the following formats –

  • Audio – Podcasts
  • Video – Webinars /YouTube videos
  • Graphical – Infographics/Tools
  • Text – Blog posts

You don’t always have to create your own content.

That’s because there’s always the option to hire people to create the content for you.

In fact, more and more companies are looking to outsource their content creation, as shown by the chart below.

As you can see, when compared to 2014, 2% more companies were using an ‘agency partner,’ to help write their content in 2015.

It’s also evident that companies who were using staff to write their content fell by 5%, in 2015, as compared to 2014.

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You can find writers using sites like Upwork, or the ProBlogger jobs board.

On top of that, if you see a great piece of content on the web, you can always message the writer and ask them if they’d be willing to do a little bit of work for you.

If you’re looking for someone to host a Podcast or webinar for you, then it might be a good idea to stick with Upwork.

Content creators will need clear instructions on how they should structure their content, and what needs to be done to ensure that is going to have high value.

More often than not, you’ll have to develop these instructions, even if the person you’re working with is an expert on the topic of choice, or is just a good writer/presenter in general.

For instance, if you can provide a clear outline of how a webinar should be created and what key points need to be hit within the webinar, your presenter should be able to get the job done to your standard.

When you’re picking someone who is going to be involved in content creation, make sure you pick someone who is well versed on the topic of your choice.

That way, they’ll be able to create content with authority.  They’ll also be able to deal with any questions that consumers of the content might have.

If you can, create a document ahead of time that details the creative process and the rules that need to be followed, so that everything that’s created is consistent with your brand.

For the first 3-4 projects, you’ll need to work closely with the person creating the content.

After that, the content creator should be well versed in what you’re trying to achieve and the sort of content you want created.

Eventually, you’ll be able to settle into a workflow where they can propose ideas for content and you approve them.

Of course, you’ll want to keep a close eye on any content that is created, so that you can confirm that everything is going as you want it to.

We’ve covered how content can be created and how you can find people to create content for you.

Now, let’s look at how you can tackle the next struggle that people have when it comes to content marketing.

Promoting your content

Content promotion is the thing that trips many content marketers up.

Because so much content is being created nowadays, you can’t just throw something up on your site, or on your social media profiles and expect it to get traction.

Rather, you’ll have to actively figure out how you can get it into the hands of those who will enjoy it – and perhaps even share it for you.

As you might’ve guessed, there are many strategies when it comes to content promotion.

For instance, one thing you can do, is to email people who have shared content similar to yours in the past.

All you have to do is find popular content within your niche, take a look at who’s shared that content and then message them letting them know that you have something similar.

When reaching out, you ask that if they like your content, they share it.

Not everyone is going to bite, but those that do will ensure that your content gets in front of the right people and that it gains some traction.

And you can do all of that using tools like Buzzsumo (again!).

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I’m not going to go into a lot of detail when it comes to content promotion, because I’ve just recently covered the concept of promoting a blog post in a lot of detail here.

As mentioned in that article, when you’re looking to promote anything, be it a blog post or a product, having relationships with people can make the whole process easier.

If you know what niche you’re going to be dealing with, make a point to start building relationships with people in that niche as soon as possible.

Share their content and leave meaningful comments whenever possible.

Don’t do this just for the sake of doing it – you need to be sincere in your actions.

However, if they’re within the same niche as you, then there’s no reason to assume that they don’t have content that you’d mind engaging with.

If you have a new, up and coming blog, you might not have that many visitors at the present moment.

Because of this, it might be a better idea to take a great piece of content and use it as a guest post on a high traffic blog instead of posting it on your own blog.

This will ensure that your content gets in front of a lot of people, giving it a higher chance of being shared.

Jon Morrow used this tactic to grow his blog.

When you employ this tactic, make sure that your blog is setup to capture leads.

You want to do this before the guest post goes live on the chosen site.

That’s because as soon as the post goes live, there is going to be a surge of traffic.

You’ll receive traffic for months to come.

But it won’t be anything like the first day a post goes live.

As a result, create a giveaway and set up a lead capture form so that people can join your email list when they click through to your site.

Here’s a screenshot shared by Peep Laja, that shows how his blog, conversionXL.com, is still receiving traffic from sites he submitted guest posts to many months ago.

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This screenshot shows that Smashing Magazine is still sending hundreds of visitors, even though the guest post in question was submitted over 1.5 years ago at the time!

That’s content promotion!

Now let’s look at another struggle that content marketers face.

Measuring the R.O.I of content marketing

Whether you know it or not, working out the R.O.I of content marketing is a challenge.

There are many reasons for this.

Defining R.O.I. is important, because it will make it easier for a content marketer to decide how many resources to dedicate to creating content.

Those resources could be time or money or both.

The other reason, however, is that if you can work out the R.O.I of content marketing, it’s often easier to convince other people in your company that content marketing is something worth investing in.

Which is almost the same point that was being made in the first reason – though in this instance, we’re talking about larger companies, where other people need convincing.

67% of those who prove greater R.O.I from content marketing, when compared to the previous year, receive bigger budgets for content marketing.

In fact, marketers who at the very minimum just track R.O.I, are 20% more likely to receive increased content marketing budgets.

If you remember from an earlier chart, 29% of marketers faced a challenge with content marketing, because there was a lack of ‘Vision/Buy-in from higher ups.’

It’s because of stats like this, that 37% of B2C content marketers are looking for ways to measure content marketing R.O.I.

At the end of the day, R.O.I provides reassurance that content marketing is something worth doing.

There are a few key ways to work out if your content is working and delivering results that will benefit the bottom line of your business.

Ultimately, it all depends on what you want your content marketing to do for you.

If you look at the chart below, you’ll see that there are many goals companies have when it comes to content marketing.

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For example, 84% of content marketers use content marketing to increase brand awareness.

Everyone’s goals are different, however.

If your goals are different, then your content marketing plan is going to be different.

That’s because different forms of content are suited to different goals.

Brand awareness is easy to achieve with blog posts, but it’s harder to achieve with webinars.

Because of this, you need to define what your goals are, before you think about creating content.

For instance, if you’re looking to generate sales, it might be better to use webinars, as opposed to infographics.

If you’re looking to improve traffic to your site, then infographics might be better.

Assuming you understand the above, let’s look at the key content marketing metrics that you’ll want to influence and monitor.

The first is how many email subscribers your content is generating.

Tracking such information is easier if you’re using a platform like Leadpages.

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For many businesses, especially those that are solely online, email subscribers can be the the lifeblood of the business.

It can also be the most lucrative, as email marketing can generate $40 per $1 spent.

So, even though we’re going to look at some other metrics further down in this post, invariably a lot of them are designed to influence the metric of email signups.

Therefore, closely monitoring your email signup rate is important.

In very simple terms, here’s how content marketing can influence your email subscriber levels.

People will see content on your site or another site (as a result of social sharing or guest posting) and they’ll eventually sign up to receive updates for future content by using an opt in form on your site.

When they’ve signed up to your email list, you can start actively promoting offers to them.

By promoting offers to email list subscribers, you’ll be able to make money, because some will buy your offers.

Over time, your content marketing efforts will become more and more profitable.

Therefore, when it comes to content marketing, pay close attention to how your content is impacting your email sign up rates.

If you’re new to content marketing, monitoring content vs. email signups might be enough.

But soon enough you’ll want to take things to a higher level.

For instance, you might want to monitor exactly which posts are contributing the most to your email sign ups.

You may even want to monitor which blog posts actually drive the most revenue.  You do this by following the journey of those who subscribe as a result of viewing certain posts and then monitoring how they react to offers.

You can apply that very same tactic to people who sign up to your email list as a result of reading a guest post.

You’ll then know which sites provide the highest quality visitors (for you) when it comes to guest posting and which guest posts are driving the highest email sign ups.

In terms of implementing such tactics, it’ll often depend on the autoresponder service you’re using.

What you will find, however, is that most services are very user friendly, and implementing such strategies is a lot easier than you think it is going to be.

Another way you can measure the R.O.I of content marketing, is by taking a look at the visitor numbers for your site.

You can easily do this using Google Analytics.

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As I mentioned, some forms of content are going to do a better job at generating site traffic than others.

For instance, blog posts might be better at driving visitors than webinars.

Nevertheless, not all visitors are equal and you’ll want to see if the content you are producing is bringing the kind of visitors that you’re after.

Visitors tend to behave differently, depending on the situation at hand.

There are some ‘sub-metrics,’ within the major metric of ‘visitors,’ that you’ll want to watch, so that you’re not mislead by high visitor numbers.

There are a few ways you can measure this.

The first is by taking a look at the bounce rate on your content.

If your content is experiencing a lot of visits, but also high bounce rates, that means people are finding your content, but they aren’t connecting with it.

It’s possible that they might not connect with it because they found it by accident.

But, odds are this isn’t the case, especially if your content is experiencing high levels of traffic.

Therefore, the other reason might be that your content is low in quality.

Here are some reasons you might encounter a high bounce rate.

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Another traffic metric you’ll want to analyze is new visitors vs. returning visitors.

Both of those metrics are very important.

If you are consistently experiencing a rise in new visitors, it means that your ‘audience,’ is growing and more people are engaging with your brand.

If your returning visitors is constant, or rising in parallel with your new visitors, it means that your content made enough of an impression that people return, possibly just to see if there have been any updates.

It may even be the case that they visit again to check out past content, because the content that they initially experienced left a very positive impression on them.

Okay, so that’s traffic and email subscribers.

But there’s another content marketing metric that you’ll likely want to watch closely.

That metric is social sharing.

If people are sharing your content, it means that they’re happy to put their name behind your content and let other people know about it.

If your content is being shared, it means that more and more people are going to experience your content and that is going to influence the two main metrics mentioned above.

More content shares means more traffic, which means more email subscribers, which means more revenue.

That’s a very simple correlation, but it’s how the whole process ultimately maps out.

Tracking how your content is performing on social media is relatively easy if you use tools like Buffer or Buzzsumo.

Though there are free options out there, it’s worth investing in such solutions as the data is going to be more detailed and accurate.

On top of that, the visual representation of such data is going to make it easier to analyze trends.

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You’ll also be able to more easily work out if influencers are engaging with your content.

By paying attention to the kind of content that generates the most shares, you’ll be better able to judge what kinds of content to create in the future.

Using analytics to judge your content’s performance, be it Google Analytics or social media tools like Buffer, can really help you in the long term.

In fact, 51% of marketers who check analytics at least three times per week, experience a greater R.O.I than those who check their analytics less frequently.

In any case, those metrics are the ones you’ll want to focus on for now.

There are, of course, other metrics you might want to monitor when it comes to content marketing, such as comments on your content.

But the metrics above will affect the bottom line of your business the most.

Because of this, if you’re new to content marketing, they’re also the ones that you’ll want to focus on improving

After all, they’re the numbers that’ll let you know if your content marketing efforts are working.  

Conclusion

There’s no doubt about it.

Content marketing isn’t hard.

If you’re new to content marketing, it can be challenging to give it the proper attention, as it often feels like a shot in a dark.

But it doesn’t need to be.

Hopefully, after reading this post, you should now have a good sense of what makes content marketing work.

That includes knowing how to create the right kinds of content, as well as knowing how to promote your content.

You’ve also learned how to judge if your content marketing efforts are working and to what level of success.

We analyzed some of the key metrics that you ought to pay attention to when you’re trying to assess the effectiveness of your content marketing.

Such metrics include email signups, visitor numbers and social shares.

Sure, content marketing can be challenging, but you’re now in a position where you know more than enough to get started without having to feel as though you’re staring into a dark abyss.

Put some of these tips into action and see how well they work for you – I’m sure you’re going to experience some awesome results.

What struggles have you faced with content marketing, and how have you overcome them?

 

 

The Hope and Hype of NeuroMarketing

Even before the age of Mad Men marketers were trying to tap into the human subconscious to influence consumers to buy their products.

But over the last decade or so, as the fields of neuroscience and marketing science (as some like to call it) have evolved, the area of Neuromarketing has emerged. Today more companies are investing in the technology and studies. Neuromarketing blogs (Roger Dooley) and books (Buyology) are being accorded more attention and legitimacy. Nielsen’s recent investment in researcher NeuroFocus has increased the influence and credibility of neuromarketing. However, the field is young and a bit like the wild west. And many in and out of marketing have raised concerns about the reliability and ethicality of neuromarketing.

What is Neuromarketing?

Neuromarketing is the practice of using technology to measure brain activity in consumer subjects in order to inform the development of products and communications—really to inform the brand’s 4Ps. The premise is that consumer buying decisions are made in split seconds in the subconscious, emotional part of the brain and that by understanding what we like, don’t like, want, fear, are bored by, etc. as indicated by our brain’s reactions to brand stimuli, marketers can design products and communications to better meet “unmet” market needs, connect and drive “the buy”.

 

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It is commonly accepted that traditional market research is flawed because consumers don’t know, can’t articulate, or will even lie in a focus group about their purchase motivations. Neuromarketing research removes subjectivity and ambiguity by going right to measuring observable brain behavior. Respondent attention level, emotional engagement and memory storage are common metrics.

Techniques include:

fMRI (Functional Magnetic Resonance Imaging)
SST (Steady State Topography)
EEG (Electroencephalography)
Eye Tracking
Galvanic Skin Response

So who is using neuromarketing (aside from consultants)?

Microsoft is now mining EEG data to understand users’ interactions with computers including their feelings of “surprise, satisfaction and frustration.”

Frito-Lay has been studying female brains to learn how to better appeal to women. Findings showed the company should avoid pitches related to “guilt” and guilt-free and play up “healthy” associations.

Google made some waves when it partnered with MediaVest on a “biometrics” study to measure the effectiveness of YouTube overlays versus pre-rolls. Result: Overlays were much more effective with subjects.

Daimler employed fMRI research to inform a campaign featuring car headlights to suggest human faces which tied to the reward center of the brain.

The Weather Channel used EEG, eye-tracking and skin response techniques to measure viewer reactions to three different promotional pitches for a popular series.

But the practice of neuromarketing is not without its critics and issues. First, consumer advocates and other groups have claimed neuromarketers are exploiting people to “sell us crap we don’t need” and creating unhealthy and irresponsible addictions and cravings. What about “brainwashing” voters in a political campaign?

Second, neuromarketing still suffers from the issue it is trying to overcome: the artificiality of market research. Brain activity in a lab may not equate to brain behavior in the mall where the buying decision is consummated.

Third, neuromarketing studies have not been common in the B2B arena, perhaps because the customer buying process tends to be lengthy and involve many people so it may be difficult to measure these decisions reliably.

Fourth, the cost of conducting these studies today is prohibitive for many companies.

Neuromarketing is only poised to grow in use and influence. But as the practice makes its way out of the lab and into the real world, at the grocery aisle, onto your computer perhaps…a debate, well beyond marketing, will rage.

 

Original Content : Kevin Randell