How to gain visitor email sign ups?

Following this excellent article from Hubspot which compared 3 heavy weight sports brands’ (Nike, Adidas & Under Amour) landing pages . It got me thinking about how hard it is to get people to sign up…Wouldn’t it be great for people to freely sign up? Most people aren’t that lucky.

How do you get people to sign up for your newsletters, blog posts, email updates, offers etc? I run a B2B company blog for my day job and I know more than most that it is incredibly hard to convert sign ups.

The number one factor to convert sign ups is to give the visitor something that is of perceived value to them. We as marketers have to think about that. Saying sign up to get email updates has a perceived value if you are Google or Nike as people rely on that information for their jobs, professions, knowledge etc. But if you are a SME or a fledgling company that is not going to be good enough. If you are lucky enough to have a great product most visitors are someway interested in what you have to say about it. Do you have enough expected value to get them to sign up? Thats the million dollar question.

The best way to get sign ups is to include a ‘receive newsletter/ email opt in’ check box on your website enquiry forms. If you are getting an enquiry then the chances are that the visitor is open to receiving more information over time. That and the feel that they might be compelled to give you something in return for you answering their enquiry. Once you have them then you have to keep them. Hello marketing automation and its just as difficult to keep them than to get them in the first place. Hard work here on your content and targeting the right audience should pay off.

Other tactics come straight out of the Hubspot marketing inbound playbook. Sign ups via whitepaper, guides, template deigns downloads which are also very effective.

Keep the faith.

Advertisements

Does Remarketing work?

Does Remarketing Work? and other display advertising thoughts.

pablo-3

Does Remarketing Work? and other display advertising thoughts.

So to answer your question in the first sentence. Yes and results vary , ‘It depends’ (which is a great term to keep in your toolbag when you have opposing views when you re in a tight spot). So I googled ‘does remarketing work?’ and there was no hard evidence to say either way.

Here’s how I look at it. It depends on what type of brand you have. Is it B2B? In short, be careful you are not confusing your audience base and wasting money. Is it a B2C mass branded product or ecommerce website? Then give it a go if it suits your brand’s personality.

Remarketing and DDA (Digital Display Advertising) is a tool that has an incredibly low CTR. CTR’s are typical 0.1%-0.2%. So thats 1 in every 1,000 people. But if you have numbers (audience) in the 000,000’s then you brand deserves to be supported and exposed to relevant publisher and popular websites, like you national daily newspaper website.

The rule of thumb when budgeting for a emarketing campaign. Spend 80% on SEO content, PPC social ads etc. This is where you get ROI (return on investment). Then spend the remaining 20% on DDA (Digital Display Advertising) and remarketing exercise. Display advertising can also be a good measure of the effectiveness of an overall campaign.

Remarketing is different. It depends on your brand. Personally, I dont mind Amazon remarketing to me. I know how it works and I commend them for getting it right. I also forget about the ads pretty quick so it doesn’t impact my perception of them or frequency of purchasing on their platform. If a lesser brand remarkets me for 30 days with the same ad then they are pestering me and lost me for ever or at least for a while until I forget.

Remarketing is still fairly new in terms of digital marketing. Practice trial and error but make sure you do it right. Dont remarket to people for more than 7 days. Talk to your peers, employees, focus groups, brainstorm…whatever. Know your audience, targeting, attractive popular websites, times/days, bidding etc.

In conclusion, Remarketing doesn’t influence me personally but it is another branding tool. If I want to buy something I am responsible enough to need/want it and go back to the website to purchase it. Does remarketing serve as a reminder or influencer tool? Yes, all branding has an effect on the end user but from a management perspective the metrics dont add up or give you a definitive ROI. Much like newspaper ads which are very cheap right now.

Keep the faith.

Information overload – PPC Tips

I have hit a ceiling here. There is way too much information out there on digital marketing particularly with SEO and PPC (articles, blogs, whitepapers, guides, demos, case studies etc).

This is mainly of my own doing. I subscribed to every recommended blog out there. Searchland, Hubspot, Google, Moz, Campaign…you name it. Now my inbox is being bombarded with tips and tricks , download this guide, 6 ways to…..arrgghhhh just stop. A lot of this stuff is very repetitive. For me the best way to deal with this overload of information is to just scan through it in order to see what is of interest. Then I can digest these articles in my spare time, which is limited due to a 16 month old toddler.

Every business is different so the best thing to do is play around with Adwords and the keyword planner tool. This first step is worth doing. Complete the Google Adwords Tutorial. This takes about 1.2 hours. It will stop you making a lot of silly mistakes in your first campaign. Then its trial and error from there to see whats working. Another tip is not to thinker too much. I would give each change a week to see what the outcome is before changing it again.

Create a Adwords account, play around with the keyword planner for a while, create a plan with your adgroups (tier #1 e.g. Digital Marketing Services) and keywords (tier #2 SEO help) and create ads for your Adgroups. All of your keywords are then supported behind the adgroups to make sure you are hitting the right search queries.

Remarketing and conversion reporting are more technical and you may need some outside help from someone in the know or a web developer.

Check out this great article I found regarding using the Keyword Planner Tool here.

Keep the faith.

SEO website fix up and other stuff

This week I got stuck into analyzing the website from a SEO point of view.

This week I got stuck into analyzing the website from a SEO point of view. I used the Screamingfrog  app tool (free) to download CSV reports of all page titles, meta descriptions, H1’s, image alt tags. Then filtered the ones that needed fixing…which was most of them. Its unbelievable the amount of stuff that was wrong or irrelevant to SEO. Just goes to show you how many designers just sell you a website and give you little or very little advice on proper SEO techniques. Anyway that’s why Digital Marketing consultants exist so happy days.

While I was doing the fixes to the SEO stuff I also realised that some of the headings and content wasn’t relevant to Google’s algorithm. I was using Yoast SEO plugin for WordPress, which is excellent as it tells me how rubbish my SEO was, for example no Meta Description is used, title too big, my keyword usage is too dense…but also tells me the readability of the content like a sentence has too many words, not enough transition words (due to, because etc), passive voice etc. Thus, I would highly recommend this plugin for WP CMS users.

So after about a full days work the website is now SEO optimized, the content is also relevant. Here’s waiting for the leads and enquiries to roll in. Hopefully a worthwhile exercise.

I also wanted to take this opportunity to share this article from Moz with you. It shows you How to Use Search Analytics in Google Sheets for Better SEO Insights. I will let Moz talk you through it but at the end of it you have google sheet that will automatically update every month showing how you are ranking against your main keyword queries. That’s pretty awesome for a campaign manager!

Next topic is PPC.

Keep the faith.

Why CSS Stylesheets are Important

Split testing CSS is the key.

A website’s main CSS file is a central point of reference which controls the common styles, positions and behaviours of all elements across each and every webpage.

Within the main CSS file are the settings for all fonts, margins, colours, alignments and so much more. It’s the most important file on most templated websites and can drastically change the look of a website with just a tiny edit.

Read the rest here

With thanks to Hallam for this article.

SEO – I see the light

Week 2 of the Digital Marketing Professional Diploma.

SEO is all about keywords ….well its not all about keywords but you know what I mean. Keywords have always played a huge part of SEO. Remember stuffing as many keywords as possible into the under belly of a webpage a couple of years ago. Since then Google has undergone a number of Algorithm updates (including Panda, Penguin, Hummingbird etc) which mean that keyswords have to be included into the page name, url, headings (H1 most important), body of text image alt tags etc. The keywords not only have to match all these element but also must be relevant to the search queries, and also be readable to us humans.

Content is here to stay but it must satisfy the readers’ queries. So all these articles about 6 ways to do this and 10 things that help with and download our Ultimate Guide to Whatever…are being super helpful in order to get a page/website rank better….now I see the light.

Other stuff like CTR, sitespeed, social footprint, external links, user experience (UX) etc all help to get up the rankings too.

Marketer seeks validation

This is the excerpt for your very first post.

After 15 years as a qualified marketer (on paper) I have taken the decision to upskill and update my qualification in the dark art of digital marketing.

The last 10 years of this time I have seen the rise, the absolute rise and the meteoric rise of digital marketing. I would consider myself to be strong at most aspects of digital but I cannot say I can conquer all and I don’t think anyone really can. So no longer can I continue without some professional validation.

Nowadays, the speed of which marketing is evolving is insane. Digital marketing is now main stream marketing. Traditional marketing is now what goes on when you are not doing digital.

Like surgeons, marketers are required to constantly update and stay on top of their skills. We are never baked (Seth Godin).

Here’s to 30 hours of learning and a valuable piece of paper at the end of it (I hope). At least I will have a reference point to say I know digital.