The purpose of landing pages is to support your content marketing efforts. The complicated thing is … landing pages are not technically a home page. Nor are they’re a blog, white papers, or product description pages.
And you definitely can’t act like they are.
Successful high-converting landing pages are made up of three action-driving phases: before, throughout, and after. Sadly, when many marketers construct landing pages, they focus on just one phase: the during one.
The purpose of landing pages is to force your readers to pay attention to on one thing and one thing only.
Defining that one thing is the only time your company gets to be self-absorbed in this digital marketing procedure. The greatest way to set your marketing goal is to finish this sentence:
I want my potential lead to …
- Subscribe to company’s newsletter
- Watch my “How to” video
- Like my Facebook Fan page
- Register for contest
- Download this free eBook
Obviously, there are plenty of other marketing and sales actions that might be the goal of your company’s landing page. Whatever you pick, your marketing goal should be remarkable: the one desired user action will conduct everything else.
10x marketer tip: when it comes to developing your landing page, the most important key is to set one goal. Eliminate whatever that doesn’t support that goal.
The headline and subheads of your landing page is perhaps the most vital on-page component. Why? How about this stat from Copyblogger; 8 out of 10 individuals will read the headline, only 2 out of 10 people will even read the copy that trails it.
So, how do you create a headline that grips, induces, and drives user action? I believe the answer to that question is simple. You don’t because it’s hard too. As an alternative to trying to generate the perfect headline, steal it.
The first idea here is to pinch the heart of your title by structuring it around your user’s SEO keywords. Whether you drive potential leads to your landing page with social media, organic or digital advertising, and your title must include the words your customer’s uses.
A creative landing page does the following:
- Expresses the big advantage (“$100k Case Study”)
- Excite those who want to learn something new
- Suggests valuable information (use verbs like “Generate” or “Explode”)
- Has direct linguistic (Such as My, You, Your)
Let’s not forget the Subheads
With all the data that bombards us on an everyday basis, many of us scan text. Thus the importance of the subhead.
Great subheads on your sales landing page should not merely structurally lead your user through your major benefit points, they should stand on their own and ruthlessly focus on the advantages of your call to action. (CTA)
10x marketer thought: what the title does for the landing page itself, subheads do for each segment. This means creating alluring subheads with bite-sized wisdom nuggets of “I can’t stop reading” content.
While you must express the heart of your leads, you also need to offer proof for their heads.
Recommendations are the primary way you deliver that proof. Sadly, testimonials are often too broad and fail at given that proof in 1 of 2 ways:
- The testimonial isn’t outlined in a problem-then-solution presentation.
- The testimonials don’t showcase quantifiable results.
How do you create your own result-driven testimonials?
Ask your customers for more details.
As an alternative to petitioning weak testimonials, reach out to your regulars and ask them to rave you about:
The difficulty they were facing before they find you
How you assisted them in finding a answer
The outcomes (real statistics) that back up winning results.
When you construct digital marketing landing pages with these three keys, they are turning points that convert users into actual leads: real individuals with real issues in search of real answers. Don’t let up after all your solid work either. Tailor your follow-up email and keep your campaign rolling.
Be sure to share your thoughts in the comments below if you’ve got any tips about converting leads with high-quality landings.
What is the most significant factor for search engine ranking? Ask 1,000 SEO experts and you’ll get a 1,000 different answers.
You can bank on most of them saying that getting links and creating great content would definitely be two of the most important, and for respectable reasons. Nevertheless, that’s what Google takes into account as far as ranking factors.
But there’s one additional factor you can and should be concentrating on. It’s something that could double your web traffic. Yet so many folks are overlooking it.
Many SEO titles stink
Search engine optimized headlines are boring. Depending on your industry, everybody is using the same keywords in their headings in the hopes of drawing the most clicks, views and traffic.
Oh okay, you put two or three high-value keywords in the title? Cool. But are folks actually clicking on your links? Is it ranking as good as it possibly could be? Oh wait, you think of adding a comma or an exclamation point will change things for you? Oh Really! That’s the key to your low click through rate?
When doing SEO marketing, content is a vital element, both what’s on the page, behind it and around the page. Google looks at the context and content of your whole website, not just individual web pages. Any given web page on your website could rank for thousands of different keywords. So how does Google know how or where to rank your website?
Click through rate (CTR) is the difference between finding your brand in a good cycle or a death spin.
In a good cycle, you’re getting higher click rates. This sends essential user engagement signals to Google that this is a good content, thus a good website, which eventually results in better placement for more of your other web pages and more web traffic.
In the death spin, though, you have senseless SEO title tags and Meta tags. You’re hurling the same heading over and over and individuals aren’t clicking. The outcome: poor rankings and even less web traffic.
But there is SEO treatment.
The astonishingly simple cure for crappy subject titles
You need to compose more clickable subject titles than every company you want to outrank. Great SEO headlines should be like click-bait titles just better search engine optimized for your most significant keywords.
It’s that easy, yet also that insanely challenging. Or at least, maybe it feels that way.
Many folks struggle to craft outstanding titles. If only there were some SEO research on what makes a viral, eye-catching title.
The Emotional hook
Now you need to grab your users. Use an emotional element or excellent words like “surprising,” “motivating,” “funny,” “dazzling” and so on.
Amazingly, when it comes to most 10x marketers, only two of five titles include the emotional element. My title uses the word “Unusual” to spark interest, while others uses the word “Best,” which will entice clicks from those who seek to become the best.
The other titles lack this hook, don’t let yours. Sure, you could do pretty well without it, but let’s be cruelly honest. Had John Doe been the author instead of a 10x marketer, it probably wouldn’t have done well at all.
If you want higher click-through rates and the aptitude to compete with the biggest brands/companies/influencers in your trade you need every edge you can. Add some feeling to your titles and start growing your CTR!
Headings that get higher click-through rates assure the users of something. What will somebody who clicks on your company’s content get out of it? Will your piece of digital content inform, motivate, educate or amuse your audience? If not, why does it happen?
“Up” and “Enhanced” convey the same thought — enhancement — so by clicking through, I will be educated and expand my knowledge or talents. “Correct” and “How to” specify that by clicking through, I will be knowledgeable in the correct way to do things.
Make sure you clearly indicate the readers benefit. Will the estimates help me in some particular way? Will they help me nurture my web traffic/conversions/sales? Will these calculations force me to rethink my SEO approach?
Remember, conveying user benefit could be the change between your below-average or okay CTR and astonishing click-through rates.
It’s often said that rivalry is good for business. It drives you to be at your best all the time. Think Walmart vs. Kmart, Starbucks vs. Dunkin Donuts, Red Lobster vs. Joe’s Crab shack, or Home Depot vs. AC Moore.
Unquestionably, part of the excitement of rivalry is stealing consumers from your competitors. You can do that with the help of very keen marketing and advertising! In this blog you will learn a couple of wonderful marketing strategies you can use to get your business in front of your competitors’ consumers and turn them into YOUR consumers instead.
Use Your Rivals’ Emails with Gmail Ads
A brilliantly, yet tricky competitive marketing tactic your business should start using now is targeting folks who have recently shown interest in the things your opposition sells. With Gmail Ads, you can do seo keyword targeting on your rivals’ brand terms.
Even as you read this, individuals who are in the market for your rival’s products are getting emails from your opponents and those emails mention your competitors’ industry terms. For instance, if you were contending with Burger King, you could target its brand name as part of a Gmail ad campaign so that every time a Burger King Newsletter arrives in somebody’s Gmail inbox, your business ends up in its inbox as well. Clearly, your email should tell Burger King Subscribers all about your great competing website and product and why they should check yours out.
So if you want to try to pinch some sales, target the trademarks of your rivals. Make sure you use an email subject line that will have customers clicking your Gmail Ads in hordes. Use only the best-performing subject headlines, the ones with the maximum open rates. These will be your unicorns.
Pro Tip: because these folks are already in the marketplace for a competing answer, it’s likely that more individuals will click on your Gmail ads, which reduces your costs.
Interrupt Your Opponents’ Videos with YouTube Ads
Not long ago I was on YouTube searching for a video to show me how to use my new Samsung phone. Before I could watch the video I was looking for, I had to sit through another ad. But the brilliant part was that this ad wasn’t for Samsung, but for its competitor, Apple.
In this ad Apple described why it is a better provider than Samsung and emphasized an offer to switch carriers, before I could even see the video for the brand I had searched for.
To implement this competitive advertising tactic for your own marketing campaigns, craft the most watchable TrueView ad you can, totaling in how much you’re willing to spend. You want to target your company’s YouTube ads so that whenever somebody searches for the YouTube videos of a competitor they’ll see your company’s ad first. If you do it correct, the user might not even watch your competitor’s video!
Copy & Target Your Rivals’ Twitter Followers
There are tools that let you to download a list of every single Twitter follower for any account. One such tool is known as BirdSong Analytics. You can use that to download a list of all your rival’s Twitter followers. Costs usually start around $35 and go up the more followers the Twitter account has.
Once you have the report, you can use those Twitter handles to craft a list that you’ll then upload to Twitter Ads. Make sure to pick the option to “add tailored audiences.” It is important to know that uploading the list may take a few hours to process.
You can then produce ads to get your company in front of the Twitter users who are already following your rivals and are likely in the marketplace to buy or switch to a comparable product or service. Sounds smart, right?
There are many targeting possibilities to select from (for instance, demographics, interests, keywords, remarketing).
After understanding what your marketing budget is going to be, then comes the real fun. It’s time to get inspired and compose your copy.
Don’t Let Your Rivals Have All the Satisfaction!
Remember, all these competitive ad approaches are putting your business in front of customers who are interested in your opponents, which means they’re much more likely to be in the market for your business. You just have to demonstrate to them that what your business offers better services and products than what your competitors do!
Need to grow your company’s bottom line fast? Have you thought about webinars as part of your digital marketing strategy?
Webinars are important for doing lead generation. It is also key for B2B sales and software at scale.
Obviously, webinars aren’t new. Many businesses do them and have been successful for years. But many companies do webinars incredibly wrong. Maybe you’ve experienced an appalling webinar first hand and it may be the reason why you haven’t been to another one.
Don’t let the same thing happen to your company! Webinars CAN be a remarkable weapon in your marketing attack. Here are a few tips to help you get 100x more output from your marketing webinars and generate tons of new leads and sales.
Decrease the Frequency of Your Webinars
Some corporations do hundreds of webinars per year. Wait, are you serious? Yes, extremely. You really don’t need to do numerous webinars per week! That’s foolish. You’re much better off doing one big outstanding marketing webinar per month than doing four run-of-the-mill webinars. Focus on QUALITY, not numbers.
Go Wild on Webinar Advertising
Email blasts is a MUST. That’s a no-brainer. But email isn’t sufficient to promote your webinars. You should also be hitting your target audience by using the following:
- Facebook/Instagram/LinkedIn and Twitter Ads
- AdWords Customer Match
- Gmail/PPC Ads
Use all of these advanced digital targeting methods to make sure the best audience sees that you’re doing an amazing, don’t want to miss marketing webinar.
Prepare A Poll Question With An Offer
Polls or surveys are a respectable way to learn about and engage with your attendees. But we’re speaking about business growth here, so let’s take it the extra mile.
Attach an offer to one of your poll questions. For instance, something like: “Do you want us to follow up with you about a free eBook?” Then, after the marketing webinar, your sales team can follow up by saying, “Hi, I’m just following up on your request for a free eBook…”
Send Out the Webinar Recording Immediately
As every businessperson knows, opportunities don’t last always. If someone is somewhat interested in your webinar today, chances are, three days from now they’ll be less fascinated. If they haven’t forgotten about it completely! Folks lose interest fast, so send out your marketing webinar recording quickly. Keep your leads close and engaged. Don’t let hot leads go cold!
Rehearse Your Webinar a couple of Times
Not everybody is a naturally gifted talker. In fact, while it may look like giving exceptional presentations is second nature to some speakers, what you won’t see is all the hours of research and practice that went into making that presentation.
If you want to bring an amazing webinar that people will want to remember, it’s vital to take the time to practice your webinar. Arrange time to do a practice run in front of an associate, coworker or family member. They can point out aspects of your webinar that drag or are unclear, and they might help you catch errors in your deck!
Another PRO tip: Record yourself giving the webinar and listen back to see what parts need work. You may find bad speaking habits that you can easily fix. (Like Mms and uhh)
If you have some more tips for giving splendid marketing presentations and improving your speaking skills please share below!
As the marketing, sales and PR atmosphere become more competitive, your company goal should be staying one step ahead of your competition. You have all the latest digital marketing tools, read all the industry magazines, and know all the key players. Now you need a staff to work harder, better, faster, and stronger. You need a marketing guru.
These types of marketers characteristically work at small startups, where a lack of barricades such as IT, organizational politics and the ‘brand police’ allows them to get things done.
But there’s also the kind of marketer who can work happily with large and complex systems in legacy companies. These are the people who can make sense out of millions of data facts, tame large databases that have suffered from integration problems or a lack of governance.
As well as their superior productivity, they can also accomplish levels of marketing measurement beyond anything that has been done before (for example, by instituting attribution models or accurate revenue forecasts).
They can quantify their performance – but also recognize the grey area
Despite the hope for measurement bliss, the reality is not everything can be precisely measured within marketing.
Nonetheless, it is possible to come close once measurement and multi-channel marketing integration is in place. Marketing experts will not only be able to present more performance information than the company has seen but they will also be at ease with the grey areas, caveats and uncertainties that naturally occur.
They take pleasure in creative optimization
We’ve had some great laughs when running digital display campaigns testing a number of different variables.
A few of those variables include:
• Testing the impact of a babies versus animals on a B2B Facebook ad (result differ based on seasons, holidays, and gender but with both, the CTR soars).
• Altering numbers in call to action text – resulting in large CTR.
• Using a champion image of someone on a brick background vs a plain white wall.
They comprehend the importance of structured data – and build marketing campaigns as such
With buzz words such as ‘big data’ still being wildly used, it would be easy to consider the days of structured databases are over. You would be dead wrong.
The bulk of uses of data for digital marketing require it to be in an organized form. This is not only to craft properly functioning campaigns, but also to make sure that systems can be appropriately integrated.
Data mapping isn’t the most stylish of tasks, but refined marketing tech stacks with multiple layers need the right information being passed through, in the right way, at the correct time as a lot of the functionality that vendors sell depends on a certain way of structuring the information. It’s this which fuels excellent cross-channel customer experiences.
They understand vendor weaknesses and tech quirks
Every single technology platform has its peculiarities and weaknesses. Even when two products are seemingly part of a single tech cloud, there are often substantial limitations in how they can be successfully integrated or the warnings that come with the results and functionality they produce.
They automate to win
Superior digital marketing performance comes from producing excellent and profitable customer experiences in an automated way. This not only means their consumers are receiving the right interaction at the right time with the correct message, but also that the day to day workload of the marketing team is rarely repetitive.
Marketing gurus will not only build automated marketing for their leads and customers – they’ll also use digital marketing tools like Zapier to automate reporting.
They speak and understand several business languages such as tech, finance, and operations
In order to build relationships and credibility on the inside, a marketing guru knows what makes other departments beat.
Finance is the language that has a habit of running the boardroom. For this reason, a marketing genius knows how to tie the effects of action at the tactical level right down to the bottom line. For B2B marketing gurus, they’ll recognize how their various marketing campaigns perform on a cost per lead/sale basis, and be able to link activity from the first click through to the deal being completed. For B2C marketing experts, they’ll know the impact of their digital campaigns not just on revenue, but also on margin, normal order values and in-store sales.
To get things done, they need to connect properly with their technical coworkers.
This requires a knowhow of how they work. Marketing experts don’t bother developers at their desks at random times or come with requests that are unclear and vague. They articulate the needs of internal and external users at a suitable level of detail, are happy to submit to the expertise of the team and don’t make ludicrous demands.
For operations, marketing experts know how they work and also have access to mandatory systems for logistics and distribution. In areas such as ecommerce, understanding the logistical bottlenecks that cause your consumers to have a sub-par experience is very critical. Otherwise key metrics such as Customer Lifetime Value can be shattered.
What do you think makes a marketing genius? Do you recognize the features above, or have we left something out? We look forward to reading your opinions in the comments below!
The objective of the Google Display Network is simple. It is to bring your marketing message, service or product to exactly the right consumers no matter where they are on the web.
Google is taking a hint from Facebook’s and restructuring Display campaigns around digital marketing goals. While this change has been happening for a while now, many companies seem to be taken by surprise. Trust us when we say, this one is absolutely for the better.
Below is what you need to know about the Google Display Network and how to run campaigns (as well as retargeting) in addition to the key takeaways to consider when creating new digital advertising campaigns on the Google Display Network.
Keyword contextual targeting displays ads on sites related to your SEO targeted keywords and distributes applicable ad/digital messages to users based on the type of content they often consume. Your digital ads can connect with interested customers the moment they’re actively engaged in relevant content across the entire Google Display Network.
Keyword level contextual targeting permits users to find consumers who are interested in what they sell. This means your company can use keyword-level targeting and bidding to reach your most qualified leads. You are now able to add an extra kick to your digital campaign with remarketing, frequency capping, exclusion controls and other digital targeting tools.
Placement targeting allows you to show digital ads on specific websites that you choose, and on YouTube videos, RSS feeds, and mobile websites.
Your company is also able to choose a whole website or just specific pages where you want your digital ad to get the impression. This would also be a good time to also use placement and contextual targeting together. If you sell tomato seeds for example, you can choose a website about gardening, and then use AdWords contextual targeting to automatically find the pages on that website that talks about tomatoes.
Remarketing allows you to bring previous visitors back to your website. Individuals who have already visited your website are shown your digital ads as they look through other websites on the Google Display Network.
For instance, with digital remarketing your company could create an audience around “fish bait” that targets users of pages with “fish bait” in the URL. Guests will then see custom messages on other websites about your company’s great deals on fish bait. You can even show them digital ads for the fish bait they viewed on your website (active remarketing).
To be plain and simple, you can show digital ads based upon consumer interests. Such as, sports ads for sporting fans. This form of targeting allows you to focus on users whose web behaviors show they share a common interest, like sports or travel. Then you can show them relevant digital ads as they intermingle on the web.
Topic targeting is carefully linked to interest categories, but based on websites rather than viewers. You are able to show digital ads on pages about precise subjects. Pick a topic like tourism or health, and Google will show your digital ads on approved websites that relate to that topic. This digital strategy is a stress-free way to get exposure on relevant websites, without having to target them one at a time.
We are still only seeing the beginning of what the Google Display Network can do. Let us help you in finding your path to success with GDN.
One of the things that regularly amazes me about writing copy is that it can be magical. The right mixture of words can accomplish unbelievable things; it can change lives, get people to spend money, and even create a legacy that last generations.
Precisely how we arrive at this magical combination of words is a cryptic, almost alchemical process, which further adds to its magnetism.
Calls to action can be understood in a similar way. In any form of marketing, the call to action also known as the CTA is the part of your ad, copy or landing page that asks the visitor to take the next step in the process.
It’s generally just a few words, often appearing on a button or at the bottom of a blog. The right CTA can make folks do things in a way that even the most convincing long-form copy cannot. A strong Call to Action is far more than a mixture of words that hopefully compels users to click on a button – it’s an influential statement of intent, a rallying cry to our community, the crescendo of a rousing speech that leaves the audience elated, clenched fists raised victoriously to the sky.
Well, that’s the notion, anyway.
Like writing ad copy, constructing a compelling call to action is part art, part science. In today’s blog, we’ll be exploring the science part by examining a few ideas for creating more gripping Call to Actions based on findings of real A/B tests.
1. Offer more Information, Not ‘Quotes’
If you have ever shopped online for something like car insurance, then you’re almost certainly familiar with what a huge pain the process can be. What most marketing firms don’t understand is how the word “quote” can inspire anxiety and dread in even the most courageous bargain hunter.
Folks visiting your website may certainly be looking for a quote, but that doesn’t mean that using the word “Quote” in your CTAs is a smart idea. In reality, the word “quote” can have negative implications, and invoke thoughts of lengthy web forms, convoluted processes, and considerably more hassle in general. Remember – individuals don’t want a quote, they want to know how much to pay for your services, and they want to get their hands on this data as quickly and seamlessly as possible.
A prime example of this belief in action is this A/B test we did with a software copy who is also a client. The only element we changed in this example is the jargon of a CTA, which it changed from “Request a Quote” to “Request Pricing,”
This modest change resulted in a surge in CTR of almost 162%, showing that visitors responded much more positively to a Call to Action for pricing information that they did for just a quote.
2. Change the word ‘Your’ to ‘My’
The term “Your” is a popular choice for many Call to Actions. The most obvious is that it explicitly implies that whatever you’re asking people to do or sign up for is theirs. This can be extremely effective in certain situations, such as webinar registrations. Asking visitors to “Secure your seat” can be highly motivational, and create a sense of distinctiveness. However, it doesn’t always work.
**Below is an example from Word Stream**
Oli created a CTA for a client that was at the very end of the conversion process, meaning that every click had a financial impact for the client. Oli was confident that the possessive determiner “Your” would prove to be more effective than “My” in the button’s copy. As such, Oli set up an A/B test to see which of the two buttons would result in more conversions for his client.
To his surprise, the treatment button (that used “Your” instead of “My”) performed poorly compared to the control – almost 25% worse: Learn more here http://www.wordstream.com/blog/ws/2016/03/07/call-to-action-marketing
3. Emphasis the Benefits
In an attempt to proactively overcome one of the most common and controlling objections to converting – price – many companies focus exclusively on the free or no-obligation fundamentals of their pitch or offers. While this can be useful in some situations, if you’re trying to grow your conversion rates, try focusing on the benefits, rather than risk-aversion strategies.
With any luck these examples have given you some thoughts on how you can improve the conversion rates of your Call to Action, but they should not, under any conditions, be taken as undisputable proof that a change or adjustment will work for your website. Only statistics gleaned from a laborious, statistically significant A/B test based on the behavior of your consumers should inform your choices. If in doubt, test – then test again.
Ah yes, the magic of retargeting! For those of you who don’t understand the idea of ad retargeting, also known as remarketing, let us cover it real quick for you, you and YOU.
Ad Retargeting is: A form of digital advertising that enables advertisers to show ads to users who have already visited their site while cruising the web.
Basically, remarketing allows you to follow up with web visitors who have been to your website by retargeting them with relevant ads on other websites. These users are tracked through their browser cookies, which is what allows you to exhibit ads to them, even when they aren’t actively searching for you or your service. This means that an ad can show up on the sidebar of their email, through the Google display network while they’re browsing the web, and even on their Facebook timeline.
What does this mean for you? As an alternative to waiting around for a potential customer to come back to you, you’re staying top of their mind by reminding them what they showed interest in in the first place. It’s a delicate method of conversion rate optimization.
Additionally, remarketing can subconsciously help address the various buyer dilemma in the sense that it serves as a reminder to the web visitor of the presence of the product.
If you’re still unsure about giving it a try, we are going to give you a push in the right direction with these remarketing particulars that will make you rethink your whole PPC marketing strategy.
1. Facebook and Google Display Network Offer the Greatest Reach
Where will you get the most bang for your remarketing dollars? Right now, Google Display Network and Facebook offer the best reach for your digital remarketing campaigns.
The Google Display Network spreads across 90% of Internet users worldwide, 65% of whom they touch every single day. More than a trillion impressions are served to over 1 billion users every month (says Google). Also, Facebook has more than 1.4 billion users, over a billion of whom logged in just yesterday (says Facebook).
We always like to run my remarketing ads on both GDN and Facebook and find that both are extremely powerful.
2. Remarketing Is Unbelievably Powerful for Brand Marketing
Ladies and Gentleman, we know your crazy about both search ads and organic search, but they both agonize from this one small issue.
It’s very tough to build a brand using small text ads and organic search listings, which have a very inadequate amount of character space and don’t support logos and all the other visual elements that marketing companies typically use to build a brand.
Display remarketing is a whimsical way to build your brand because there’s so much more creative charm you can infuse into an image ad that will make your consumers love and remember your brand.
We discovered the power of this a few years ago, when I realized the vast majority of our site traffic:
- Came to us by way of non-branded organic searches,
- Didn’t translate into sales,
- And left our site and never came back.
We were awesome at getting users to our site, but totally failed at getting them to remember us after they got here.
3. Remarketing Clicks Are Absurdly Cheap
Search ads in super-competitive industries can range from several dollars or more per click – and that’s just the norm (with some competitive keywords costing more like $50 per click). Display and social remarketing ad clicks by contrast might range anywhere from 2-100x less.
Below are a couple more circumstances where retarget marketing can really come in handy:
Retargeting users who abandon online shopping carts
Branding purposes – producing awareness for your brand or seasonal promotions
The real benefit of retarget marketing is how granular you can get with you retargeting criteria concerning demographics (for example age, sex, location, etc.) and web behavior (e.g. long tail keyword search, devices used, specific pages touched, etc.) This means you can get hyper-focused with who you want to target.
Remarketing is a vital component for digital, paid search, social media and marketing firms the same. It just makes all things work better.
Never again let your leads walk away and forget about you. Retarget marketing will save the day!
1. Aim for any Specific Audience
The marvelous and sophisticated level of ad targeting is one of the key reasons to be excited about Facebook marketing and advertising. Confidently, you’ve dedicated time and resources to analyzing your client base and creating buyer personas; now you can put those targeted personas to use and go after the folks that are most likely to be interested in your products or service.
Warning! If you go too precise this digital strategy can work against you so, keep an eye on the audience definition tool to make certain you’re not getting so granular with your persona aiming that nobody sees your stuff.
2. Build a Simple Contest to Increase Engagement
Facebook contests have been nothing new. You’ve likely seen too many, and have potentially even entered some (I know we have). But have you in reality tried running one on your own?
Creating a contest with an enticing incentive is one of the greatest ways to spur ad engagement on Facebook. (Or any other platform for that matter) What beer lover wouldn’t want a free trip to one of the best beer-fests in your city?
3. Produce Short, Alluring Video Posts
So, you’ve tried marketing your business with videos on Facebook, but people just don’t seem to be concerned? This is likely due to one of three main reasons:
- Your videos are too long
- The content sucks
- Or, they’re just not engaging enough
Facebook users are looking to be entertained at every post. They’re spending their time on a social networking platform, likely to slay time or stalk their friends, so you need to dissuade their attention quickly, with entertaining, visual digital content. What better way to do that then through video?
Other marketing firms are catching onto this trend. The amount of average daily video views on Facebook have doubled from 4 billion video views per day to 8 billion, between April and November of 2015!
Brands like Huffington Post have figured out the formula to driving video engagement – keep it short and sweet, with a visually engaging thumbnail. If you are not careful you could spend hours watching these short video recipe posts.
4. Target Leads You Have on Facebook
I bet you didn’t you know that you can upload a list of emails right into Facebook and then show your ads to that audience? With Facebook’s Custom Audiences feature, you can target the qualified leads you’ve captured from your newsletter, webinar or other lead generation efforts, or maybe a group of your current consumers that you’re trying to upsell.
Furthermore, after focusing on your targeted audiences (see tip #1) you should also be constructing ads to the contacts you already have, but in an even more custom-made way. For example, let’s say you have a list of folks who downloaded a guide titled “50 keys to digital marketing success.” You can upload that list of folks and target them with a specific ad that refers to that guide and what the next steps are to take their digital marketing to the next level.
5. Civilize Your Brand with Employee Pics
Facebook is all about the people. The original intent of Facebook was to interact with family and friends, not advertise your products, but it’s easy for companies to forget this. The problem is, pushing solely product-related messages is only going to kill any buzz you are looking to build. You must show the people what it is like to go behind the brand to connect with your audience.
6. Use Emojis on Your Facebook Marketing Post
WordStream’s data-scientist found that ads with emojis get far better click-through-rates than ads without them. Awkwardly, Google quickly caught on and now emojis are not allowed in AdWords ad text.
According to AdWeek, 92% of online consumers use emojis, and everyday users feel emojis express their feelings more truthfully than words. Emojis are kind of like dogs and babies, folks just like them. Moral of the story is, use emojis in your Facebook marketing to add personality and emotion to your copy.
Getting in full swing with social media as a company can be rough, and understanding the protocol behind it isn’t much easier. The continuous evolution of social media can make it problematic to stay on top of trends, new tools, and best practices. Business owners who only seldom tap into these networks may find it difficult to identify and fully comprehend all of the nuances that act as unwritten rules for social media marketing.
When it comes to protocol, behavior and what not to do, it takes repetition to comprehend fully how these tips relate to your day-to-day social media marketing plan.
Don’t Discount Your Digital Reputation
DON’T WRITE YOUR CONTENT IN ALL CAPS, PLEASE
Don’t Purchase LikeS and Followers
Don’t do the Auto DMs thing
Don’t Participate in Like-Baiting
Don’t Automate Content Across Platforms
Don’t Post Stuff Just to Post Stuff
Don’t Spam Your Community
With the social media scene constantly progressing, the do’s and don’ts for business owners will also continue evolving. Staying aware of wait not to do will keep your marketing efforts new and effective and your company top of mind.
It is not about IF businesses should use social media. The question for most businesses is HOW to implement best a meaningful and appealing approach that generates leads. With so many social media marketing possibilities available, your marketing team must also decide best practices and what strategies to sidestep.