- 30 Jun
A Beginner’s Guide to Retargeting Ads
by Dan Hecht
We’d all like to think that every single person that comes in contact with our business follows a very straight and orderly path to purchase. Someone visits our site for the first time, fills out a form to download an e-book, then becomes interested in talking with a sales rep, and before you know it, the lead is becoming a customer, handing over their credit card to purchase something from your company.
The Reality: A Buyer’s Journey is Probably Not So Linear
People pop over to your website, then leave. Then, a few days after that, they decide to check out another blog post. Maybe a week later they decide to get in touch with Sales. The same end result, but the process is a little more convoluted. So marketers need to be prepared to help their buyers through that convoluted process.
One Great Way to do That is With Retargeting Ads
If you’ve never used retargeting before, don’t worry . In this article, Dan Hecht from HubSpot will guide you through the basics of how retargeting works. Then he explain how you can use it to support your larger marketing goals, and even outline an example of a Facebook Ad retargeting campaign. So read the full article at the HubSpot Blog.
- 22 Jan
The 11 Landing Page Best Practices to Swear By
by Mary Lister
If you’re in marketing, you’re no stranger to landing pages. We’ve all clicked through an interesting ad looking for more information. And then only to abandon the landing page because it was too confusing or didn’t hold enough information. And if we’re paying attention, we usually take note of what not to do with our own landing pages.
Just Because You Build it, They Won’t Necessarily Stay . . .
But what about what we need to do to keep those visitors? You may think that it is simply a matter of using a plug-and-play solution like Marketo or HubSpot or Unbounce to make your landing pages. Or you’re having a specialist team or even in-house dev team build your landing pages. By now, you realize that it is hard work and can be extremely confusing.
But, there are answers. And to help you our, here are 11 landing page best practices for better pages and, of course, more conversions. Read the full article at WordStream.com
- 30 Oct
7 Things You Can Do Right Now to Boost Your Website Conversion Rate
When you think about it, there are a number of good reasons for creating, updating, and maintaining your business website. On the top of that list should be one important goal. Above all else, it should be able to acquire qualified leads and customers. Otherwise, if your business website fails to generate qualified leads and customers, it certainly is not working on behalf of your success.
Just Becase You Build it, Doesn’t Mean They Will Come . . .
And, not only do you need to build a great website, but you also need to constantly optimize the design, the content and the usability of your website in order to convert more of your visitors. And when you consider that the average website conversion rate is 2.35%, every website could do with a boost to improve results.
So, how can this be improved, you may ask. In this article from Jeff Bullas’ blog, Lilach Bullock shares with us 7 things you can start doing immediately to boost your website conversion rates. To learn how your business can capture more leads and customers through your website, read the full article on Jeff Bullas’s Blog.
- 16 Sep
How to Improve Website Engagement in the Era of Information Overload
- Sep 16, 2019
- Dan Hoff
- Content Marketing, Search Engine Optimization, Website Conversion Strategies
from Jeff Bullas’ Blog
Despite the best efforts of marketers who spend hours crafting click-bait headlines for social media, most of us scroll straight past them. But unfortunately, this is the most likely behavior of your customers too.
The Information Overload Epidemic is Real
And it’s posing a dilemma for marketers who are desperately searching for attention. So, how can you get people to pause, observe what it is you have to say, and engage with your brand?
Today, is seems that everyone is publishing more and more content in an effort to get noticed. Yet, the impact is often counterproductive to gaining attention. It seems that no one has time to pause. So, how do improve website engagement in this era of information overload? To learn the 3 critical tips, read the full article on Jeff Bullas’ Blog.
- 10 Sep
Understanding Modern Marketing: Marketing’s Evolution and Digital’s Impact
by Elliott King
We know that “digital” has changed much of our business world. But, exactly how has digital changed the marketing and sales funnel? Are the 4Ps still important for successful marketing? Are they even relevant in today’s digital world? Or, has the emergence of customer-centricity supplanted them? And what’s the new relationship between Marketing and Sales?
All Good Questions. But What About Some Good Answers?
There is ample evidence that the customer has taken control of their buying process. Their entire methodology for how they research their purchase has fundamentally changed. And, this shift is continuing to change at a rapid pace.
This all means that it has become increasingly important that sellers and brands understand how to respond. In this article Elliott King explores the rise of “digital” in marketing, its origins and its impacts on traditional sales and marketing strategy. So to learn more, read the full article at MarketingProfs
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- 26 Aug
Conversion Rate Benchmarks Report: How Do YOUR Conversion Rate Compare?
by Connor Bond
Here’s a bit of wisdom for you. Impressions and clicks don’t keep the lights on. If that were the case, everyone would be running a successful small business.
You Can’t Manage What You Don’t Measure
Whether you’re in lead gen, or managing your business’s online accounts, it means keeping tracking of a bunch of different metrics. You may already try to keep track of your progress. You may even go so far as to use search impression share to judge how well you’re performing. But, measuring your click-through and conversion rates are about the only way to really determine how compelling your ad copy, content or offer really is.
And one way to measure your success is to compare with industry standards and peer performance. It is the one measuer that allows you to benchmark how your conversion rates compare. And each year, WordStream creates a guide with the goal to provide the essential conversion rate benchmarks you need. And this year is no exception. To see the report and to measure how your results compare, read the full article at WordStream.com
- 16 May
5 Signs Your Website Design Is Costing You B2B Leads
For over a decade, businesses have been attempting to achieve the promise of the internet. Admittedly we have all been chasing the promise for a more cost-effective, efficient marketing of our products and services that it can bring.
There is No Second Chance at a First Impression
But, even the best-conceived internet marketing campaigns can fail. And for all the reasons that my happen, it may come down to one simple fact. It may be your website’s design that is costing you the leads it should otherwise be generating.
There are many reasons that a website can turn away business-to-business visitors. But there are five of the most common reasons why website designs fail to bring home leads. And to learn what those are and how they can be fixed, read the full article on Jeff Bullas’s Blog.
- 13 Apr
Five Website Conversion Principles That Will Increase Your Lead Volume
One of the most critical elements of your landing pages and conversion paths is your form. Yep, you read that right. Your lead gen form acts as the main gateway between a user and you. And it can either keep the visitor a stranger to your company or help turn that visitor into a lead for your company.
A Bad Form Kills the Experience Your Landing Page Provides
And, as a result of a form that seems a chore to complete, it can kill conversions. After all, we know that buyers are becoming increasingly fussy.
Without a delightful and error-free experience with your brand or website, it’s likely you’re losing out on conversions, leads, and clients. In this article, Marcus Taylor gives us five conversion rate optimization (CRO) principles that will increase lead volume and help you surpass your lead-generation targets. So read the full article at MarketingProfs to learn them all.
- 09 Apr
How User Intent Affects Your SEO Performance: Intent-Based Keyword Research
by Inna Yatsyna
Early in the ‘era of search’ keyword research was quite a simple thing. All that was needed was to collect a wide range of all the words somehow connected with your content. And then, it would rank high. At the time, search engines’ algorithms were mechanical and robotic. So, looking for the pages relevant to queries, they relied on the number of similar keywords.
Times, They are a Ch, Ch, Ch, Changing . . .
Some of the newer technologies of machine learning now allow search engines to provide users with high-quality and relevant results based on their intent, not just on the words they use. That’s why building your SEO strategy around high-volume keywords doesn’t work anymore. Today there are loads of factors which matter for your website ranking and for traffic it drives. And user intent is one that matters significantly.
Well, what actually is user intent? And how can you use it? In this article, Inna Yatsyna takes a look at what user intent is, and how it should affect your keyword research. So to better understand it, and equip you to be able to develop your SEO and improve your content strategy, read the full article at Jeff Bullas’s Blog.
- 26 Mar
How to Convert With Psychology: 4 Design Levers To Pull
by Tyson Quick
Users, visitors, prospects, leads, and customers. What do all these words have in common? Well, simply put, they’re how marketers classify the people who engage with their brand. And yet, as they tend to lump them together in analytics dashboards, it’s easy to forget that they’re just like you and me.
Human Needs and Desires Create Demand for Your Business
After all, it is those human needs and desires that your product or service aims to fulfill. But, in order to fulfill these needs and desires, your business needs more than just a good product. In todays digital world you also need a solid grasp of design. And fortunately, when you optimize your website design for conversion, you can leverage psychology everywhere. You can do it with colors and numbers, shapes and taglines, and even the serifs of letters.
And knowing how psychology and design intersect is key to guiding prospects toward conversion. So to learn the four foundational principles that will help you marry psychology with design, as well as some little-known phenomena that can give you an edge in your design and conversion rate optimization efforts, read the full article at HubSpot.com
- 20 Mar
10 Proven Content Promotion Strategies To Get More Traffic To Your Website
We’ve all heard it before, content is king. And most successful brands are already validating that statment. That is evidenced by the flow of unique and powerful content marketing campaigns. And really, there’s no wonder why they do it.
So Why Do They Do That? Becuase It Works
Research tells us that content marketing costs 62% less than traditional advertising channels. Additionally, it provides three-times as many results in terms of traffic and leads. And, as another study from Curata points out, 74% of companies say that content marketing is enhancing the quality and increasing the quantity of leads.
So, regardless of your business type and industry, you can leverage content to improve your brand’s awareness. develop a solid brand reputation, and eventually increase your leads and sales. All with content. And in this post from Jeff Bulla’s blog, Tiffany Harper sharies 10 proven content promotion strategies to improve your business’ exposure and performance. Read the full article on Jeff Bullas’s Blog.
- 12 Feb
5 Infographics to Teach You How to Easily Make Infographics in PowerPoint
by Erik Devaney
Don’t belive the headlines over the past several years proclaiming “infographics are dead.” Actually, infographics are alive and well. In fact, as of 2018, the use of infographics among B2B marketers has increased. And, this was the most of any in the last four years, now at 65%.
According to John Medina, adding an image to written content can increase the retention of that information by 55%. Wow! But how can those who don’t necessarily have a design background, or the budget to hire a designer create professional-looking infographics?
Here’s a Little Secret: Use the Software You Probably Already Have
That’s right, PowerPoint can be your best friend when it comes to visual content creation. And to help you get started, the active minds over at HubSpot have some great advice plus templates you can download and use for free. So, read the full article and get your free templates at HubSpot.com
- 31 Jan
6 Cognitive Biases You Can Exploit to Boost Sales
As human beings, we tend to think we are perfectly rational beings. But, in reality we aren’t. At least that’s what decades of cognitive research has shown. And that research has shown that simple, seemingly innocent tweaks can significantly influence the choices that consumers make.
These simple tweaks can significantly influence decisions thanks to cognitive biases.
Cognitive biases are common mistakes in reasoning that occur when we value perception or beliefs over reality. And some of these cognitive biases are common enough that you can count on them to influence consumer behavior, and even include them in your marketing strategy.
To get you started, here are six cognitive biases that you can use in your marketing strategy to boost sales at WordStream.com
- 22 Jan
Form UX: How to Design a User-Friendly Form
Think about the websites you visit and ask yourself, what’s that site’s overall functionality like? How long do the pages take to load? Is the site navigation easy to use? Are you able to quickly find the information you’re looking for? These are all aspects of a website’s user experience (UX).
Why does form UX matter?
And that user experience applies to every part of your website, including your web forms, in regards to accessibility, ease of use, and convenience. An online form with great UX is easy for your visitors to work though, simple to understand, and feels professional.
And when your form has all of these factors, you’re likely to see an increase in your number of conversions. That’s why getting your form’s UX right is critical for your business. So, to learn hot to build great UX and ensure positive interactions between your site visitors and forms, read the full article at HubSpot.com
- 18 Jan
Are Lead Gen Forms Dead: The State of Email Lead Capture in 2019
by Alex Birkett
Email lead capture is the process marketers use to collect information from their website visitors. And, inspite of the process being fairly straightforward, strategies often vary in how we capture leads.
And The Results Vary Quite a Bit as Well
Unfortunately, the diversity of lead capture strategies, tools, and results can make it difficult to know precisely which process you should follow. So, HubSp0t decided to conduct a survey. And they were able to uncover a number of email marketing trends.
In particular, they wanted to find out more about the tools marketers are currently using for lead capture. And, what strategies they are using to optimize their efforts, and what kind of results and conversion rates people are seeing. So, to learn what they discovered, read the full article at HubSpot.com
- 08 Dec
What Sender Reputation Means for Your Email Marketing
In email marketing, breaking through the noise has never been more challenging. More than 280 billion emails are sent each day. And that number is projected to skyrocket to 333 billion by 2022. So, even if you spend hours crafting the perfect email, all that effort may go unnoticed. That’s because roughly 20% of all emails never actually make it to the intended recipient.
It Takes More Than Just Another “Pretty Design”
Though much is made of the content of an email or its design, sender reputation holds plenty of power over where an email ends up. The stronger your reputation, the better the chance your email will reach its expected destination.
So if you are wondering what’s the best way to avoid falling victim to the dreaded spam folder? Try zeroing in on your reputation. And to get you started, here are a few steps you can take to enhance your brand’s reputation—and, ultimately, improve email deliverability at MarketingProfs.com
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- 04 Dec
New Report: Content Strategies for Better SEO
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this”. Rather, they are asking “how do we really dig in and get results?”
It seems that content marketing has matured. And the one most convincing pieces of evidence of this maturation comes from a report [download available] just released by the Content Marketing Institute. In cooperation with MarketingProfs, they surveyed a broad range of B2B content marketers across the United States.
In the 2018 results, and the insights they provide, offer some key characteristics of the more successful marketers. To see what they are read on and consider how your organization stacks up against your peers.
- 30 Oct
What is Google AMP? A 2-Minute Rundown
by Clifford Chi
In a society hooked on instant gratification, people don’t like waiting for things. And that’s why over 25% of visitors will leave a website that doesn’t load in six seconds.
Fortunately, in 2016, Google launched their solution to sluggish mobile web pages. They called it “The Accelerated Mobile Pages Project” or “The AMP Project”. And the technology can load web pages in less than one second and use 10 times less data than regular web pages.
But, Really, What is Google AMP? And Do I Need to Use It?
Briefly, Google AMP is a website publishing technology that lets you create web pages that load almost instantly on mobile phones. So, for more details on how it works, read the full article at HubSpot.com
- 26 Oct
6 Tips for Writing Compelling Bullet Points
by Clifford Chi
Bullet points are arguably the most versatile tool in a writer’s arsenal. They break up your writing, making it easier to digest. And by drawing more attention to your ideas, they can also inspire action.
Whether you’re writing landing page copy that aims to convert visitors into contacts, or a work report that aims to persuade your team lead to pursue your proposed strategy, crafting compelling bullet points is crucial for making your ideas easier to understand and encouraging your desired action.
Here are six ways you can do that at HubSpot.com
- 22 Oct
Lead Generation Forms: 22 Examples to Help You Convert More Leads
Have you ever completed a lead generation form and thought to yourself, “Wow, what a great experience. I just had filling out that form!”?
But, you might recall a negative experience you had while completing a website form. After all, lead generation forms are crucial to your business. They’re how you attract website visitors and turn them into leads. And you can’t afford to have a form on your website that doesn’t create a positive, painless experience for those visitors.
So to give you a little help, the people at HubSpot have compiles 22 of their favorite lead generation forms and examples. And they even included key takeaways from each to help you create a great user experience and increase your own conversions. To learn more, read the full article at HubSpot.com