Browser-Push-Notifications-What-they-are-and-best-practices-700

With competition for attention on the internet at an all-time high, marketers have been exploring every possible way to generate traffic and leads. Everything from content marketing to email campaigns and social media. Shifting to the latest ways to stay in touch with their audiences is at the top of the list. Browser push notifications are one of the latest additions to the ever-expanding digital marketing arsenal and should be considered by businesses for their websites. Let’s dive into them a bit deeper here.

Browser Push Notifications Defined

Also known as just push notifications, browser push notifications are automated, permission-based informational messages. The messages are sent by web pages and displayed on both desktop and mobile devices when a user goes online to browse the web.

The aim of these messages is to inform and engage recipients when they are browsing pages or websites. Browser notifications do this without the need of an email address of the targeted consumer.  They work and appear in the browser.

Permission is required, however. To send users push messages, you must first ask if they wish to receive your messages. Do this on your website with a sign-up service. Only if they accept are you allowed to begin sending your alert messages to them. You can even customise which platforms you notify users with via a notification api in order to prevent sending notifications to a platform the user rarely uses. This is important as spamming someone may turn them away from your business if they feel it is too much messaging.

Browser push notifications can be viewed across different websites and multiple browsers (Chrome, Safari, Android, macOS, etc.). This is different from web push notifications that can be viewed only while the user is on a particular website.

7 Browser Push Notifications Best Practices

Push notifications give marketers a rare new opportunity to remain top of mind more frequently. The following are seven ways to get the most out of this opportunity;

Have a strategy

For one, there are several types of push notifications. These include rich push and push notifications with action buttons. Then, there are also factors like the intended message and campaign goals. Begin by laying out a plan for all of these.

Spend time on content

Marketing experts recommend keeping your message short and concise. For the title, 10 characters should be enough. The body, meanwhile, should be no more than 45 characters. Additionally, use images and rich media to drive the message home. Images can increase conversion rates by up to 300%.

Targeting is vital

Every user is different. So, don’t send the same message to everyone. Instead, divide your targets into segments (based on gender, age, etc.) and send relevant messages to each segment. Segmenting browser push notifications increases CTR by up to 218%.

Incorporate CTAs

There are two broad categories of CTAs to consider; Free Trial and Benefit CTAs. Free Trial CTAs may include Try For Free, Get Free Access, and Start Free Trial. Benefit CTAs, meanwhile, often include Download E-Book, Send Me Code, and Show the Coupon.

Personalize for the best outcome

You can personalize push notifications based on several factors. Including device type, geographic location, language, purchase behavior, time of the last visit, and so on. If the user’s browser doesn’t support images, for instance, consider plain-text notifications.

Timing is everything

You must get your timing spot on. If you delay by even a few seconds, you risk missing the “aha moment.” So, observe time zones and track customers’ routines to determine the best time to send. Time triggers can help here. Just as importantly, don’t spam users with notifications.

A/B test and improve

To truly boost conversions, you must always seek to uncover your mistakes and shortcomings and adjust your campaign to win more hearts. A/B tests will tell you what you’re doing wrong. Elements to test include CTA buttons, text copy, images, and even sending times and frequency.

Don’t Forget to Optimize Your Landing Page

Whenever a user clicks through, they’re taken to a specific web page. This can be a blog post or a unique landing page. Optimize your landing page to receive and convert these leads. A great landing page is fast, has focus, and free of clutter.

Consider using these best practices and get ahead of the competition by installing and utilizing push notifications.


Looking for help? Tired and believing there has got to be a better way?

Let’s talk about your business. With over a decade of experience leading companies and transforming lives, and a Master’s degree in Org. Development and Leadership, Mike can help you find the best way forward!

Contact Mike today to start the breakthrough!

Mike Gingerich life leadership business coaching

How-Can-Text-Message-Marketing-Help-Your-Organization-315

Short Message (SMS) Marketing is perhaps the most underrated digital marketing strategy out there today. Despite having the highest open rates (98%), best engagement rates (90%), and extremely high conversion rates (23%), marketers continue to overlook this strategy. SMS marketing isn’t any more tightly regulated than email marketing or social media marketing. You can work within the rules and benefit enormously.

Here are a few ways you can use SMS marketing to engage your audience and drive conversions:

Stay on Your Customers’ Radar

Just one text every few days or 1x a week is enough to keep your customers thinking about your brand and not your competitors, particularly if you offer value and not just sales pushes. In a recent study by e-commerce company mShopper, it was found that B2C brands that send their customers one SMS every day see much higher conversion rates. What’s even more interesting is that consumers rarely click on links in their SMS messages. They just need to know what you have to offer. With this information top of their mind, when the time comes to make a purchase, they’ll only be thinking about one place – your business!

Drive Limited Time/Quantity Campaigns with SMS

Up to 90% of consumers open their messages immediately when they receive an alert. In fact, the average American checks their phone every 12 minutes even when there are no alerts. This gives you a perfect opportunity to drive campaigns for products or services that are available only for a short time or in limited quantities. For instance, you can send a message saying; “40% off on our tax accounting services. 12 hours left!” or something like; “Claim your 50% discount on Gucci belts. Only 20 left!” Since SMSs are read right upon delivery, interested customers will often take action then to buy.

Run SMS Polls and Contests

It’s no secret – customers like to share their opinions. It’s the reason social media platforms like Facebook and Twitter are full of polls – it makes your audience feel part of the decision-making process. SMS marketing also makes it easy to run polls and even contests. In the case of polls, send a short message asking the recipient to answer with a NO or YES for a certain question. For contests, ask them to respond to the message or send a new SMS to a given number to participate and get a chance of winning a grand prize!

Send Customers Exclusive Deals

Customers want to feel valued. They want to feel you appreciate them. One way to show your appreciation is to send them exclusive deals. For example, send a text message saying: “Just for you, <Insert Name>; 30% off on the next purchase above $50.” Many consumers would jump at this offer. It doesn’t end there. Tie these deals to your drip campaign and send offers based on how long the consumer is subscribed to your SMS services.

Reach Your Audience Beyond Internet Hours

The average American spends 24 hours on the internet every week. This translates to around 3.4 hours daily. While it may seem high, it’s still less than one-sixth of the 24-hour day. Mobile phones, meanwhile, remain switched on and ready to receive SMSs around the clock. Marketers can capitalize on this opportunity to reach their audiences beyond computer hours. Unless the recipient is asleep or away from their phone (unlikely), they’ll see your message and read it right away.

With these ideas and some creative experimenting with SMS sending services, as well as reviewing some of the best text message marketing services, you can reach, build rapport, and stay top-of-mind with potential customers to ultimately increase sales.

Facebook and social media updates happen at a ever-increasing pace!  It's hard to keep up online with what matters and what's changed for marketers online.

That's where I aim to step in and add some value to you!

Are you keeping up with the Facebook and social media changes?  As soon as I post this, new things have happened!  So let's get you caught up on the most recent "need-to-know" changes.

Ready to go?

Listen Now:

[powerpress]

Subscribe:  Halftime Mike on iTunes  | Android users via RSS  | Listen on Stitcher.

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Facebook and Social Media Updates for the week ending August 5, 2017

As the wise philosopher David Bowie once said; ch.. ch.. ch.. changes. Here are the changes for Facebook, Twitter, LinkedIn, & YouTube for this week. Enjoy!

Facebook

Facebook Stories Goes Public

When Facebook Stories were introduced, you could only share with your friends. But now if you allow public followers on your profile, your Facebook Stories can be watched by anyone. Expect to get lots of reach when you use Stories.

Bottomline

This is only for profiles right now. Facebook has no timeline to roll out public sharing to Pages. However, it shows that Stories are getting more attention and user are posting Stories and watching stories.  Are you using Stories more?

Twitter

Twitter Testing a Monthly Service to Promote Your Tweets and Profile

Twitter is losing American users. Last quarter they lost 2 million users! And when you have fewer eyeballs you have dwindling profits. So they’re inventing some unique ways to build sales. The latest plan is a $99 monthly service that will automatically “amplify” a profile and tweets for 30 days. Analytics is included with the service so you can see your gain in reach, engagement, and followers.

Bottomline

The impressive part is that there’s no need to create an ad and users can cancel the Twitter service at any time. So if you’re really busy, like me, this could be an interesting possible way to get your brand recognized.

LinkedIn

Now Add Multiple Images to LinkedIn!

We’ve been able to add multiple images to Facebook forever. Now LinkedIn is stepping up and modernizing. Right now adding multiple images is only available to Apple device users, but is coming soon to Android and desktop.

Bottomline

This is AWESOME!

For events, seminars, and workshops because multiple day events need multiple images. Ideal for products because now we can view the total package. Tell a before and after story and have the images go along.

It's about time.

YouTube

Say Goodbye to the YouTube Editor on September 20th

This was a basic, simple editor to use to edit YouTube videos. But they’re discontinuing it because of many people didn’t use it. They’re focusing their efforts on building new tools and improving other ones.

Bottomline

What will Chromebook users use to edit videos as they can’t easily download software? Trimming, blurring and filters will be featured in the Enhancements Feature of the Video Manager.

Adobe

Flash is Officially Dead

So every time I see something about Flash I hear the first line of the theme song to the movie Flash Gordon. https://youtu.be/MS4_Z84-rRE  

Unfortunately unlike its superhero name sake, Flash was never the savior of the interwebs. It had its run and yet is simply old, unstable, unsecure technology that needs to end.  The web evolves, browsers evolve, mobile use increased and flash needed to go.  

Bottomline

Good news - we’ll never have to be subjected to a bad Flash website again. Bad news - Flash won’t go away completely until 2020.

If you STILL have flash on your website, it's time to get a new website!  Flash has officially been put on life support with a pending death outlined.

Instagram Live Dual Broadcast

Hot off the press, not even 24 hours old since this post has gone live, we've seen some users getting ability to go live on Instagram Live in Stories and invite in another viewer for a dual broadcast format!  We'll see if the testing goes well and it rolls out mainstream to all users. Stay tuned!

Bottomline

This is POWERFUL for marketers!  Live broadcasts are rising in popularity and viewership and how you can bring someone in, it's the evolution of live.  Watch out TV!

ACTION ITEMS:

  1. LISTEN TO THE PODCAST!  This is just a sample of the goods I deliver to help you get on track, think through your key online changes and what you need to do this year to succeed.
  2. Identify your "one thing."  What's the next single thing you need to take action on that you learned today?   Share below!

Resources in Post: Facebook and & Social Media Changes August 5


Help Spread the Word!

Please let your Twitter followers know about this podcast.
Simply click here now to post a tweet >>.

If you enjoyed this episode of the Social Media Marketing podcast, please “go over to iTunes,  leave a rating, write a review and subscribe!

Thank you so much for your support!

Why the Halftime theme Mike? 

I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn't. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.

That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

Subscribe: Halftime Mike on iTunes | Android users via RSS | Listen on Stitcher.

Download this Episode:
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Catch all the episodes of Halftime Mike by signing up for inbox delivery below!

Need help planning your Social Media and Online Marketing?

Grab my helpful checklist that includes strategy for social media lead generation. Click image!

web and social media marketing checklist planner

Having a lead capture plan for your website to grow your email list is critical.  Using a ebook as a tool is a good method for offering something of value.  Let's dive into the what, why, and how to create a ebook!

Is your website growing leads and building your email list?

One gap point on many websites is a clear strategy for lead capture.  In this episode, I dive in, explain, and outline how to create a ebook for website email list building.

Ready to go?

Listen Now:

Subscribe:  Halftime Mike on iTunes  | Android users via RSS  | Listen on Stitcher.

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How to Create an Ebook as a Website Lead Capture Video

Watch on YouTube >

How to Create an Ebook as a Website Lead Capture Opt-In Offer

When growing leads online or seeking to build your email list, the best way to increase subscribers is by offering something of value in exchange for their email address. This needs to be more than a basic "Sign up for our newsletter!" call to action. People have no idea what to expect from your newsletter. So even if it's full of valuable content, you need to offer more to get their email address.

There are many different options for an opt-in offer (soft lead capture), eBooks, white papers, free video webinars, coupons, etc., but an ebook is a very powerful option. As well, it is usually something you already have the majority of the copy for if you have been blogging regularly!

If you're ready to create your first ebook, check out our tips below.

1. Pick a In-Demand and Related Topic

Pick a topic that's relevant to your business. This is not a product information sheet but rather something that might be helpful for buyers pre-sale or to view how others are using your product successfully.  The key is that it offers value.  It's not your product but it helps the visitor and builds trust with you while showcasing your expertise.

What's something your target market would be interested in learning more about? What question do you get asked most? That's a great topic for your eBook.  It could be information they should be considering before they buy, how they can plan ahead, or how to maximize the product use after purchase.

For a digital marketing agency, an ebook about Facebook ads or creating a social media strategy are examples. A contractor might have an ebook about minor fixes homeowners can do themselves (setting themselves up as the "go to" for larger repairs and projects). A credit union might have an ebook about repairing your credit.

It's important to give away valuable information in your opt-in ebook, but not too much information that they don't buy from you.

2. Outline your Ebook Sections

Since ebooks are much longer pieces of content than a typical blog article, the best way to get started is by creating an outline. Write the main points you want to make and include a few bullets about each one.  The goal here is to think of a topic of value that you have already written about in various ways in individual blog posts.  Each blog post could be a section in the ebook.

For example, if a home remodeler has written blog posts on the following areas listed below, perhaps a topic for the ebook could be:  "Planning Guide for your Kitchen Remodel."

Each of these is a great blog post but together they can make a powerful ebook for someone thinking about a kitchen renovation project!  Since you have the content, you are 88% there!

The best way to outline your ebook is by dedicating a separate chapter to each subtopic, then cover each subtopic thoroughly.

3. Flesh out your Ebook points

Now write your ebook! Take the outline you've created, write your introduction, and flesh out each of your chapters, subheadings, and bullet points. Bring each post into a single document and then adjust, adapt, and add to make it a cohesive and evenly flowing ebook.

Be sure to create a unique summary that ties it all together.  As well, include a call-to-action to your products/services in your conclusion to let each of your new email subscribers know what next steps to take after reading your ebook.

4. Proofread and edit your ebook

Proofreading and editing anything you write is always crucial.

Sentences that may have made sense when you initially wrote them might need some cleanup after rereading them. Once you've finished writing, set it aside for a few days before coming back to edit. It's always a good idea to let it stew before revisiting it.  

Better yet, have someone else read through it to get another set of eyes on it.  If cost is not an issue, you can send it off to a professional editor to review as well.

5. Design your ebook

This can be one of the most difficult parts but also the most important.

You want your ebook product to be engaging and compelling. It requires more design than a regular blog post. You want to make it easy to read and aesthetically pleasing. Don't slap a bunch of words onto a Microsoft Word document and export it as a PDF.

Here's a great tool to create your own eBook, https://MyeBookMaker.com.  There are also great ebook designers on Fiverr.  It is better to have more white space and images than to have too much text slammed together!  It should NOT look like a college term paper!  More like a Powerpoint Presentation with substance.

Once you've finished your design, export it as a PDF, and you're ready to get started increasing email subscriptions with your new ebook opt-in offer. Create a pop-up on your website asking for name and email and outlining the offer, and a landing page that includes a thank you and link to download the eBook for new subscribers.

ACTION ITEMS:

  1. LISTEN TO THE PODCAST!  This is just a sample of the goods I deliver to help you get on track, think through your key online changes and what you need to do this year to succeed.
  2. Identify your "one thing."  What's the next single thing you need to take action on that you learned today?   Share below!

Resources:


Help Spread the Word!

Please let your Twitter followers know about this podcast.
Simply click here now to post a tweet >>.

If you enjoyed this episode of the Social Media Marketing podcast, please “go over to iTunes,  leave a rating, write a review and subscribe!

Thank you so much for your support!

Why the Halftime theme Mike? 

I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn't. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.

That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

Subscribe: Halftime Mike on iTunes | Android users via RSS | Listen on Stitcher.

Catch all the episodes of Halftime Mike by signing up for inbox delivery below!

Need help planning your Social Media and Online Marketing?

Grab my helpful checklist that includes strategy for social media lead generation. Click image!

web and social media marketing checklist planner

What are Chatbots and How are They Being Used_-315

As early as 2017, according to GetVoip, many businesses have started using a chatbot to communicate with customers. Companies that use this new feature find that it has helped grow their customer base, as well as their bottom line. As you will see, a chatbot has several abilities that allow companies improve their business, and people gain information.

What are they?

But, what exactly is a chatbot? It is a natural language user interface that allows you to communicate. If you remember using AOL Messenger - or if you used Facebook Messenger recently - you have already used a chatbot. According to refine.ai, It is a “service that runs on rules or artificial intelligence that users interact with using natural, conversational language”. They are used for a wide array of services ranging from entertainment to e-commerce.

Examples of Chatbots

Facebook Messenger is just one example of a chatbot. While most people use it to have private conversations with friends, and family, you can also use it to purchase items. For example, stores like Nordstrom’s now allow customers to talk directly to staff about an item seen on the website. But, that’s not all. You can now search for travel accommodations, check today’s weather forecast, and look for answers to your health questions. The possibilities are endless.

Chatbots and Business

Chatbots have become popular among customers who shop online through their smartphone, as well. In fact, according to Adweek.com, more than one-third of shoppers are now willing to use chatbots to purchase items. Some are even willing to spend over $50 using a chatbot. But, it’s not just clothing store customers. People are now using chatbots to call for rides, and get flowers. In fact, almost 60 percent of customers said they are also willing to get suggestions from chatbots based on the items they look at or purchase. As for businesses, chatbots do make great customer service easier: they speak multiple languages, respond 24/7, and rarely require any coding skills to install. Chatbot pricing is generally quite flexible, too, and it is fairly easy to find your perfect tool.

What-are-Chatbots-and-How-are-They-Being-Used2

The Challenge of E-Commerce Chatbots

However, retailers need to be careful. The same source states that 73 percent of users will not use a company’s chatbot if something goes wrong. Additionally, many people said they consider chatbots invasive if they remember prior purchases. Thus, it is essential for companies to make sure their chatbots work correctly. Companies should also inform the customer about what information is being used, and the purpose for that information. Doing so should alleviate the customer’s concerns.

Chatbots And Information

While e-commerce is one way to use a chatbot, there is another popular use for it. Companies such as Amazon, and Google, have created chatbots that give you information on-the-fly. All you have to do is say a few words, and voila! The chatbot gives you the requested information.

Specifically, with the Amazon Echo, all you have to say is Alexa (it’s given name), and either ask a question or give it a command. You can ask it to play music from a variety of music apps such as Spotify or iHeartRadio, get the day’s news, or get a local traffic report. But, you can also control things within your house such as the thermostat, garage doors, and locks, as long as they are connected to certain devices.

What-are-Chatbots-and-How-are-They-Being-Used-3

Another great example is Google Assistant. Found on the Google Pixel, you can also go to Google’s website, and start asking it for things like directions while you are driving, setting reminders, and putting things on your calendar. You can do all of this at the touch of a button or by saying “OK Google”, and adding a few words.

Chatbots have only been around for a short time. But, their popularity continues to grow. The feature is available in several forms, and there are a plethora of uses that have made people’s lives easier. Moving forward, there is no doubt that chatbots will be used by several more people in excitingly new ways.

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It's all about growing website leads in the online world!

Traffic on a site needs to have a conversion percentage...a certain percent that move on to become leads and customers.  This isn't just for e-commerce sites, but for any site that ultimately offers a product or service.  You need to have a strategy for lead capture and often a weak area is the lead capture free offer itself.  If the other isn't a valuable incentive, your results will be poor.

Growing website leads

At the same time, neither does the incentive need to break your bank account!

In this episode, I dive into 8 lead capture free ideas for growing website leads.  Ready to dive in and get the tips?

Ready to dive in?

Listen Now:

[powerpress]

Subscribe:  Halftime Mike on iTunes  | Android users via RSS  | Listen on Stitcher.

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8 Lead Capture Free Offer Ideas for Growing Web Leads Video

What are the 8 Lead Capture Ideas for Growing Web Leads?

I'm glad you asked!

In my book, Game Plan for Social Media Lead GenerationI showcase the digital funnel.  It's in the "lead capture" area of the funnel where this takes place takes place.  In the Lead Capture area you have reached ideal potential customers and now directed them to your website and this is where the "Call to Action" or CTA needs to kick in and work for you so they sign-up.

See Digital Marketing Funnel image below...

The funnel is a strategy of reaching the right audience, engaging that audience, and then bringing that audience to your website, and email is a key ingredient!

Lead Capture Ideas

You must incentivize to get sign-ups.  It’s a way of adding value and motivating the sign-up. Here are some types of free offers you can use to create a high-quality list of people who are happy to see your emails in their inboxes.

1. Coupons

Particularly for the Business-to-consumer (B2C) websites, a coupon can be a valuable incentive.  Offering a one time 25% discount as a way to incentivize the sign-up to be on your news and updates list can work!  Be sure the discount is of enough value...hint: 7% off usually won't work!)  Think of it this way, if you can give someone 30% off one time and they buy, and then you know based on history that they buy 4 more things over the next  year, wasn't that initial offer worth it?   Coupons won't work for all industries of course, it must make sense based on what your offering is.

2. Ebooks

An ebook is seen as a high-value offer that also conveys authority for your brand. This content offers more material and insight than a single blog post and yet less than a book.  It's simply a PDF document, but needs to be formatted in a visually appealing way.

A great way to start is to look at your blog posts and think about a way, a series, to bring together 4-6 posts under one topic heading, tweak them a bit to be "chapters" and create your own resource guide from existing content!

3. Content Upgrade

Every blog post, video or article you create should have value.  At 600-800 words, a blog post can offer some help but maybe a more thorough post would be valued.  If you offer a post on the 7 ways to do XYZ, then at the end you could offer a content upgrade to see an additional 25 more ways!  The visitor would sign-up and then be granted access to the private blog post.

See how you can offer a gated upgrade, such as a handy spreadsheet tool, a more indepth video or a checklist based on the information already available. Not only is this an excellent way to provide a highly relevant offer, most of your work might be already done via other blog posts you have, or by simply expanding via video what you already know!  One tip is to create a video from 2-3 blog post and make that video your content upgrade.

4. Checklists

Business love to gain efficiencies and save time! They may not have the time to read through an entire article or guide, but they can follow a checklist of easy-to-understand and actionable steps.  You likely have some that can help!  Checklist for a workout in the fitness industry.  For healthy snacks in the well-being arena, for leading meetings or conducting interviews in the human service arena...it's all about a quick guide that saves someone time and helps them get more done well!  People want help and they'll sign-up to get it!

5. Tools

Another value-adding tool to consider is a specific tool that you give users access to in exchange for their sign-up.  Maybe it is a ROI calculator or some other type of calculator specific to your industry.  It is simply "gated" with your lead capture and then you offer access. If you can provide a useful free tool that relates to your primary line of business, it’s a great way to generate sign-ups and engagement.

6. Templates

Your business probably has a lot of specialized knowledge that helps you do things well, and also quicker and more efficiently. Would this knowledge work well as a free template for your audience? People are always appreciative of time-savers that give a lot of value.

An example would be a PhotoShop Facebook Page Cover image Template, or a Template on how to run an effective meeting.  How do you organize yourself now and how might others benefit from that?

7. Swipe File

Are you a company that has done great work that could be compiled and shared for others to adapt?  It's a great way to offer value and showcase your expertise

A swipe file refers to a collection of the best you have created.  For example, a social media agency might create a swipe file of the best 30 tweets that can be customized and used.  Another example, if you write a blog, offer a swipe file filled with great post headlines for a specific industry. Are you a graphic designer? Offer a swipe file filled with your favorite filters or fonts.

8. Printables

Give your readers something tangible in exchange for their email. A printable is a file that the new subscriber can download and print at home. This offer can include anything from a daily planner page to a custom calendar or even a coupon to print and bring into the retail store.

So, what are you waiting for?  Go look at your free offer on your website lead capture and evaluate how powerful it is (or isn't), and what you need to do now to improve it!

Don’t have time to create your free opt-in offer? Contact our team at www.digitalhill.com to get some support and have it done for you!

ACTION ITEMS:

  1. LISTEN TO THE PODCAST!  This is just a sample of the goods I deliver to help you get on track, think through your key online changes and what you need to do this year to succeed.
  2. Identify your "one thing."  What's the next single thing you need to take action on that you learned today?   Share below!

Resources: Keys to Online Success


Help Spread the Word!

Please let your Twitter followers know about this podcast.
Simply click here now to post a tweet >>.

If you enjoyed this episode of the Social Media Marketing podcast, please “go over to iTunes,  leave a rating, write a review and subscribe!

Thank you so much for your support!

Why the Halftime theme Mike? 

I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn't. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.

That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

Subscribe: Halftime Mike on iTunes | Android users via RSS | Listen on Stitcher.

Download this Episode:
[powerpress]
Catch all the episodes of Halftime Mike by signing up for inbox delivery below!

Need help planning your Social Media and Online Marketing?

Grab my helpful checklist that includes strategy for social media lead generation. Click image!

web and social media marketing checklist planner

creative-ways-to-use-linkedin-to-drive-leads-315As the professional social media network, LinkedIn is designed for business. It makes sense that it can help you drive high-quality business leads, maybe more than other social media networks can deliver. We explore creative ways to use LinkedIn to drive leads.

To maximize LinkedIn, you need to address these 3 key components: presence, activity, and strategy.

Presence

The first step is to establish a strong presence on LinkedIn. You can do this by completely filling out your profile – put in your real name, role, job description, and skills.

And of course, don’t forget to add a professional headshot. People like putting a face to the name when communicating.

Then create a company page where you can share relevant content, post updates, and build your brand.  Make sure your profile is following your company page.

The same goes for your staff – encourage them to create LinkedIn profiles if they still don’t have one, and then ask them to follow the company page. LinkedIn connector can help get new valuable contacts in connections.

Activity

Of course, creating a profile isn’t enough. LinkedIn is still a social media network, so you have to interact to get the most out of it. With this in mind, connect with others.

You can look up names of people you’ve worked with in the past and add them to your network. Or you can check out who visited your profile and consider making them a connection. Or sometimes, you have to be bold and send a message to someone you want to connect with. Who knows, they may add you back.

As for your company page, always add a call to action to your updates. This encourages followers to share your content within their own networks.

Strategy

So you’re making connections through your profile and posting updates on your company page.

What’s next? Expand your activity by becoming active in at least five to seven relevant groups where you can make your (and your business’s) presence known to people in the same industry. But don’t be a member just to spam the group with marketing updates. Join discussions, offer advice, share interesting third-party content, and like comments.

Once you’ve been active in groups, consider making your own group and inviting people to join. If you’ve already established yourself as a helpful member of existing groups, the chances are that people would want to join yours.

If you’re bold enough, why not take it to the next level? Go through your groups and look for members who you’ve been interacting with regularly. If they’re in your local area (or if you’ll be in theirs), invite them to meet up for coffee at a public place. This is a great strategy when you’ll be attending the same conferences or industry events.

LinkedIn has erased a lot of barriers that limited traditional networking, use it now to make it work to your advantage.

Integrate Your Online Marketing - 315

Social media is the buzzword tossed about by consumers and business professionals. It seems like every time someone tells you the best way to promote your business the first thing out of their mouth concerns social media as the leading new method.

One reason for this is because of the low barriers to entry. Social networking giants Facebook and Twitter have made a huge impression on the public, and marketers can reach their audience on those platforms. Time spent on those two networks per month is quite amazing.

Despite this fanfare, as a business owner you have to regard social media as only one aspect of an online marketing campaign. Because no matter how many likes your Facebook posts receive if these posts don't drive customers to your website or your phone – then what’s the point? To this end, it's imperative that you concentrate your online marketing with the aim of getting lead conversions.

Using Analytics to Gauge Success of Your Online Marketing

One of the most discouraging aspects of marketing is running a promotion for a couple of months without seeing results. However; those who continue to build momentum with consistent efforts can see results eventually. Just like anything else, online marketing is a process. Use analytics to review progress and make small changes to your original plan and you'll gain more control over the process.

Don’t hesitate to track your stats; after all, if you don’t track it how will you know how to make improvements? Solid analytics will improve your email marketing campaign, your social media posts and ultimately your website traffic.

Content is King – Value Provision

Google mandates a website have good, quality content as part of its search engine algorithm. The last thing you want to say in online marketing is “Buy me!” and that’s it. It doesn’t work. Relationship building and management is the key. You have to give them something of value. In return, you get a customer when they trust you and have had their questions answered. Provide your readers with how to guides, useful downloads, content (via blogging), etc. If you don’t know where to start, just answer questions that seem to pop up consistently about your product or service. This, all by itself, would drive traffic.

Relationship building and management is the key. You have to give them something of value. In return, you get a customer when they trust you and have had their questions answered. Provide your readers with how to guides, useful downloads, content (via blogging), etc. If you don’t know where to start, just answer questions that seem to pop up consistently about your product or service. This, all by itself, would drive traffic.

Provide your readers with how to guides, useful downloads, content (via blogging), etc. If you don’t know where to start, just answer questions that seem to pop up consistently about your product or service. This, all by itself, would drive traffic.

Keep them Coming Back with Drip Campaigns

The name of the game here is the “soft lead capture”. When someone leaves your website the stats show the majority don’t come back.  Most websites have a 25% return rate.

Therefore it’s important to have a simple “soft” offer while they are on your site.  Something of value like a resource guide or discount coupon, something that fits your industry.  To gain access they must give you their name and email address.  With tools like Waftio.com on your site you can easily create this and the value is that you ensure you have a way to stay in contact with that visitor via email regardless if they return to your website soon or not.

Once they sign-up, you can add them to a email marketing list.  A “drip campaign” lets you build trust, nurture the lead, and then even separate your traffic by the actions they take in the emails. Develop a more in-depth nurturing program for traffic that’s willing to go deeper and become qualified leads. In fact, this is another place where analytics can give you great returns. By seeing which landing pages are converting sales, you can learn how to deliver similar content. Building relationships through integrated marketing is the key to success in online marketing.

Develop a more in-depth nurturing program for traffic that’s willing to go deeper and become qualified leads. In fact, this is another place where analytics can give you great returns. By seeing which landing pages are converting sales, you can learn how to deliver similar content. Building relationships through integrated marketing is the key to success in online marketing.

Save

What is it about optimizing your online sales funnel that seems so nebulous and challenging for marketers today?

Not even sure what I mean when I say, "Online sales funnel"?

Then you're in the right spot.  Stay tuned to learn about it from an expert!

optimizing-your-online-sales-funnel

In this episode of the halftime Mike podcast I interview online sale funnel specialist Jeremy Reeves.

Jeremy is one of the top sales funnel experts in the world today. He’s trusted to build funnels for Crazyegg.com computer products and dozens of other Inc. 500 companies.  Jeremy hails from Pennsylvania and is busy online all the time with sales funnel products for copy writing, coaching, and providing direct services.  I’m excited to dive into the details of powerful sales funnels today!

Listen Now:

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Subscribe:  Halftime Mike on iTunes  | Android users via RSS  | Listen on Stitcher.

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Optimizing your Online Sales Funnel for Revenue Growth

1. Background and evolving expertise of Jeremy Reeves

Jeremy started as a copywriter. Copy is important in sales funnels!

Writing:
He uses writing as a strategic tool that help clients sell better. He emphasizes his key to writing as always something that should bring value to his customers. To be successful on this, one needs to focus who is the customer.

People:
Jeremy has a degree in Psychology. He was able to use this background to help him know with ease how people feel, what people think and what resonates on the customer's level of emotional feeling... like what are their frustrations, etc. Out of these, he then comes up with ways to help them.

2. The Online Sales Funnel Defined

Sales Funnels are a means of sequentially walking your soon-to-be customers through a strategic, automated process in your marketing t. Jeremy creates and pulls copy writing content and puts it into automatic sequences: email, rewriting on website or an automatic webinar. Together,these are his strategic mix.

Why is a Sales funnel important to websites today?

More Sales. A Sales funnel comes down to timing. It doesn't work in an instant. Most people are not ready to buy at the first moment of introduction.

It is a step by step process of building relationship with your customers by letting them know about you in the process, and winning their trust before they do business with you. Sharing with them personal stories, making them see that you understand their frustrations and that you can relate to them.

Follow up is important! 
As you help them with their concerns, as a way of giving them value, you can share to them mini parts of your successes and show them how and why what you are doing works - Here you can already insert little pitch of sales into them. Let them see what makes you better than your competitors and why you are the right person they need to solve their problem.

3. Client Stories of Sales Funnel Success

Pat has a 7-figure Personal Training business. He was selling 3 uniquely different products to his audiences. Jeremy's solution was to segment his email list based on unique factors.

Dustin - The method used was to direct Facebook ads to a landing page, leading to a webinar, for this network marketing business. They offered a free bonus webinar, a 2k training course, phone and sales support. He only has to pay $7 per leads, but averages a $57 return on each!

Melissa - She was doing lots of launches per year, making in labor intensive and tiresome. Jeremy did worked with her to create an automated webinar system that runs traffic to it earning $1,300 a day without Melissa talking to anybody about anything. Awesomeness!

Listen to the full stories of each!

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4. What are common gaps and mistakes you see in Sales Funnels online?

People tend to wait for too long to launch. Don't wait for the perfect time and perfect things before moving or starting something. Nothing gets done with that! Get to 80% and launch.

Know your audience!  You can't "scatter shot."  You need to know who you are reaching and how you can best connect on a emotional level with them.  One also needs to answer the question:  How can I prove to them that I am the best choice for them? Be aware of these things while you're looking for Sales Funnels.

5. What are some “Growth Hack” tips you might be able to share that can help our audience?

There are different structures for different types of Sales Funnels. Different factors and steps depending on what kind of product you are selling. Jeremy usually does Mind Mapping of a sales funnel when working with a client on a plan.  Drawing it out visualizes the process and end-game.

Remember....The Customer is the main epicenter of your business. Anything you will do needs to revolve around them. You need to understand your customers. Make sure that what you know about your customers is being expressed and articulated in your copy.

Freedom offer concept - Consider a way to give your clients 5x or 10x the quality of your service than your highest listed price.  Yes, go big!  How can you offer a exclusive, elevated Freedom Offer premium version of your product or service?  You only need 1-3 to act on this to really launch your business forward.

What is your market positioning? Maybe you're on the low end of cost, middle or high classification. Improve your positioning!  Know where you stand in the market. The most critical position to be in is to be in the Middle group. Since all types of competition is here, you need to stand out and know what's different about you.

Next, understand your types of customers. Do analysis. Who is giving me revenues for the least amount of stress?  Doing Segmentation will help you identify this and eventually  gives you the most accurate marketing strategy you can offer your client knowing where they are coming from, where they stand, and where they want their business to go.

All this and more in this podcast episode!

So what’s your key takeaway from this?  What do you need to do in the next 24 hours based on listening?

Share below!

Optimizing your Online Sales Funnel Resources:

 

Help Spread the Word!

Please let your Twitter followers know about this podcast. Simply click here now to post a tweet >>.

If you enjoyed this episode of the Social Media Marketing podcast, please “go over to iTunes,  leave a rating, write a review and subscribe!

Thank you so much for your support!

Why the Halftime theme Mike? 

I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn't. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.

That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

Subscribe: Halftime Mike on iTunes | Android users via RSS | Listen on Stitcher.

Download this Episode:
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Catch all the episodes of Halftime Mike by signing up for inbox delivery below!

 

 

Lead capture tactics - one of the most important and biggest gaps on websites today!

Most website do not have clearly defined ways to capture leads on their website.  A "contact us" form is not a lead capture tactic!

Lead capture must be part of an integrated online strategy.

Lead capture tactics

In this episode of the halftime Mike podcast I dive into the details on lead capture tactics as they flow within an overall digital marketing marketing strategy.

Listen Now:

Subscribe:  Halftime Mike on iTunes  | Android users via RSS  | Listen on Stitcher.

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Lead Capture Tactics in the Digital Marketing Funnel

Leads are the lifeblood of business.  With the amount of time that people spend online each day, it's imperative that a business have a strategy online for growing leads.  We've talked before about the Digital Marketing Funnel (image below) and past episodes have focused on the Attraction and Engagement strategies within the funnel.  This episode we dive into Lead Capture.  The why, the how, the nuts and bolts to help you up your game online!

Digital Marketing Funnel 1.21.16

Did you know it takes on average 7 points of contact before a sale occurs? Why is that?

A few are ready to buy right away but most are not.  Particularly if you are marketing to them, they were not in "search mode" but were open in "learn mode" to know more about you.  That's an initial introduction but trust and brand recognition has not been established.

Many are in "research mode".

A few are mildly interested but not yet near a point of trusting you.

lead-capture-tactics-2

This is where lead capture comes in!

Somehow they came to your website, whether via a post on Facebook or Twitter, or a Google Search.  With stats showing somewhere in the range of 65-80% of visitors never returning to a website, it's time right then to try and move them into your funnel with a soft lead capture method.

Soft Lead Capture FTW!

A "soft lead capture" is the key for growing leads while visitors are on your website.  Some call it a "Call to Action", "UVP" (Unique Value Proposition) or a "MVP" (Motivating Value Proposition), the key is offering something of value...something that is enough of interest that the user is willing to give you their name and email address (or phone for texting) in exchange for it. It is not your product or service!

It is "soft" because it does not require much to get...name and email is all...and it is not your full product or service, but it something of value that is connected to your business that is of such value that it is enticing for visitors to want.  Here are some keys...

Keys for a Unique Soft Lead Capture:

Examples of Lead Capture Tactics

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lead-capture-tactics-

Tools for Lead Capture online

So back to my original point.  Most businesses are not using lead capture on their websites.  Their "Contact Us" page IS NOT a lead capture tool.  You often need a distinct landing page to send users to or you need a tool that engages the user (pop-up or widget) on the site pages.

Yes, pop-ups work!  They may seem annoying but they do work. Check out this data set on pop-ups performing for more information.  Would a 1375% increase in sign-ups intrigue you?  How about the fact that a sidebar sign-up performed at .4% sign-ups while a pop-up on the same site converted at 5.5%?

You need to use tools!  One tool I can recommend (disclaimer... I'm a co-founder) is Waftio.

waftio-lead-capture-tactics

Tools like waftio let you easily add a lead capture pop-up or widget to your website.  It can even be used as a landing page on your site or as a standalone web landing page.

Configure the options for how it appears, how often it appears, and sync sign-ups with many email marketing services.  There's no excuse NOT to use soft lead capture tactics on your website when Waftio is around!

waftio-soft-lead-capture-tactics ACTION ITEM:  It's time to evaluate the lead capture on your website!  Is it part of a cohesive strategy?  Is it soft?  Does it offer value?

All this and more in this podcast episode!

So what’s your key takeaway from this?  What do you need to do in the next 24 hours based on listening?

Share below!

Lead Capture Tactics Resources:

 

Help Spread the Word!

Please let your Twitter followers know about this podcast. Simply click here now to post a tweet >>.

If you enjoyed this episode of the Social Media Marketing podcast, please “go over to iTunes,  leave a rating, write a review and subscribe!

Thank you so much for your support!

Why the Halftime theme Mike? 

I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn't. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.

That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

Subscribe: Halftime Mike on iTunes | Android users via RSS | Listen on Stitcher.

Catch all the episodes of Halftime Mike by signing up for inbox delivery!

5 Building Blocks of an Effective Web Presence - 315

It’s important to keep up with the frequent changes on the web that affect your company’s online presence. Here are several key points to keep in mind to make sure your business has an effective web presence that is consistent and performing well according to today’s standards. The way that you present yourself on the web will influence your audience's judgment of your company and whether they stick around to interact with you.

1. Responsive Website Design

Having a site with responsive design is a must. This means mobile and tablet friendly as the website “responds” to adjust and present content well based on the device it is being viewed on.

An increasing number of users are navigating the web on their tablets or smartphones. Ensure your company’s visibility by having a responsive design. The mobile view of your website should have large, clear text, images, and buttons that are easily clickable with a finger. Don't put clickable links too close together and make them easy for large fingers to click. Analyze each page of your mobile website individually for its usability and design. To make sure your website is responsive, you can build it using webflow development principles.

2. Organized and Prioritized Layout

A website layout refers to a framework or pattern that defines the structure of a website. It structures the information seen on a website, both for the owner and the users. A web layout provides clear navigation paths within web pages and places the most important website elements at the front and center.

Typically, the users of your website will do what you “tell them” to do.

By having an organized site navigation, you’re making it easier for the user to complete a goal. That goal is usually a conversion of some sort; it may be checkout completion, an email opt-in, registration sign-up, etc. Once the goal is initiated, make sure your users know they have arrived at the correct place with relevant content on the appropriate page.

If you want to embrace HubSpot web design, for instance, you can work with a HubSpot specialist who can be an extension of your web design team. By doing so, your business will have a repeatable stream of new leads and customers to attain consistently high revenue.

Check the following tips when designing your website layout:

3. Blog Resource Center

For users to view you as an authority, you will need to display your company’s expertise and be a resource.

A blog allows you to publish content quickly and easily. When you provide value upfront in the form of content, you allow others to build trust in your knowledge. That trust supports your credibility and places you in the position of the expert. Users will come back to your site time and time again when they know your site contains a wealth of resources in the form of guides, videos, whitepapers, and other content you can publish on your blog.

Here are some tips to make your website a blog resource center:

4. Lead Capture CTA

Moving someone from visitor to lead is lead capture, and to do so you need a CTA (Call to Action).

It’s essential to stay current with best practices for gathering information from your viewers. Many sites have had good success with embedding an email opt-in box in a blog post. Nowadays, it’s necessary to get creative. The old email opt-in box in the sidebar of your site trick isn't working as effectively and should not be your only means of CTA on your website. On your blog, offer expert level information as downloadable content. Use call to actions to entice a viewer into downloading your content to gain a valuable lead for a product or service you offer.

5. Social Media Sharing on Key Pages

To be an effective web presence, your site needs to make it easy for your own business, as well as any visitor, to share your great blog and web page content on social media! Offer the primary social media network sharing buttons at the top or side of key pages. It’s highly recommended to have them on every new blog post you publish on your business site. Typically this is a one-time setup by your web developer. Allowing others to share your content helps your content to get spread wider and farther online.

Become an active social listener in your industry and learn the pain points of your audience. The more problems you can solve for your audience, the more value you provide, which enhances your web presence and the value your audience recognizes in your business.  By following these 5 simple guidelines on your business website, you can establish an effective web presence online that grows business.

It's not just a website, it's a sales tool!

Stop!  Review.  Plan Changes.  Then proceed!

radial-burst-blue Your Digital presence cannot be static.  It's time to review your digital marketing and make changes to succeed. This is the last post in the series of "how to advance your business online."  The first two posts are available here:

Mobile User Experience:

digital-list

Full Infographic Below

To quickly summarize what I've covered before, I'll review the highlights here:  As businesses look to be effective online in the year ahead they need to first ensure they are providing a good mobile user experience on their website.

This means ensuring your site has either a mobile version of your site or a "responsive site" that adapts to the display size of the visitors device (computer, tablet, or mobile).  Mobile use on the web simply continues to grow rapidly.  Without this, a business can be missing out or causing 20-50% of their users to have a less than positive experience on their site, so having a mobile website solution is very important to a company's web presence today.

Content Strategy:

Once a company has implemented a good mobile visitor experience on their website, a second key area is the content on the site itself.  I'm a big proponent of having a blog, and that blog having content that is strategic and accomplishes three key purposes.  These purposes include content that attracts and engages; content that helps gain opt-ins and leads; and content that helps finalize sales and motivates consumers to make a purchase.  This is all a part of a content marketing strategy where a company gains influence and grows their audience through the sharing of continually new, relevant, and helpful content that meets these three objectives.

By having a treasure trove of content online, the company can be found more often in searches of various topics.

Social Media Engagement and Optimization:

In Part 2, I covered the need for social media participation as a key part of advancing your business online in 2014.

Social Media is not a "if we should" but a " we must". 

There is no need to go "all in" and try to be on every social network.  Your company social priorities should be defined by the most used social networks of your customers and potential customers.  It simply makes sense to prioritize being where your key audience is at.  As well, a company needs to "socialize their website", meaning to include social media buttons to enable visitors to further amplify your company content to others by enabling visitors to easily and freely share your blog posts and other web content on social media networks.  Lastly, in the social media realm, a company needs to have a set plan to share their own content socially, and give specific time to using social media to interact with, engage, and network with their broader community on these platforms. Social media use by companies offers the opportunity to build trust, answer questions, and provide support that can lead to loyalty and business growth.

PART 3

This week, in Part 3, the key is focusing on lead capture and lead nurture.  These two items mean the difference between merely growing your site traffic and having site traffic that converts and helps to grow company sales.

Lead Capture:landing-page-lead-cap

Lead capture involves either blog posts with a form included to access more information, or key landing pages on the site that solely exist to give a offer of value that a user would want to sign-up for.

These simple offers can be items such as a product brochure download, an eBook resource, or a coupon; whatever would be of enough value to move a visitor to enter their name and email address to be able to access it.   This moves the person from a visitor to a potential lead for the business.

Often, businesses finish their website and overlook this key strategy for growing sales online. They simply finish their content and merely have a "brochure" on the web that informs but doesn't help grow sales or identify visitors.  It is very important to have a lead capture method to move visitors into the lead nurture funnel and a simple offer that requires the user to opt-in with their email address can work great.  Another lead capture tool that can work well is a opt-in box that appears on the site.  Often this type of tool is set to appear after a certain amount of time, inviting the user to sign-up and receive the offer.  The key is to plan out the offer and the strategy to gain the opt-in.

One final note on lead capture, it's best to have your form be simple (the more fields the less people complete it), and to integrate your form with your Email Marketing Software.  Most email marketing platforms provide you the code to use so that when a user enters, they are automatically added to a specified list in your email marketing platform.  Setup your lists intelligently and with a specific focus because that helps us in the next step....

Lead Nurture:

Once the visitor opts-in and your company has the name and email address, the key is to follow-up with a automatic e-mail nurture campaign.   Email nurture campaigns can be implemented by using a email marketing service such as GetResponse, Constant Contact, Aweber, MailChimp or other providers.  It's a way to further educate and build rapport with a web visitor over time automatically.

For example, if a user signs up to download a brochure from your website, there would be the opportunity to send a email to thank them and give them a link to the download.  Then 24 hours later a email could automatically go out that says, "since you had interest in this, you might also like to learn about this.."  Two days after this another email in the sequence could go out, and so on.  Since it can take 6-8 positive connections with a business to help a new customer be comfortable and ready to make a purchase, a lead capture with lead nurture automatic campaign can help that process.

The key in lead nurture via email drip is to ensure the offer and the email follow-up sequence are cohesive and intentional. 

They should NOT be direct sales pitches but informational and educational, addressing key questions that would-be buyers have so that trust is built.  An important thing to do is to ask questions!  If you can get them to interact, the relationship can go to new heights!  These nurture campaigns can be created once for a specific list in your email platform and then used multiple times when the lead capture page fits the nurture campaign email drip series.

For a great review on creating email nurture campaigns and the specifics of a sequential drip series, see this great post by John Haydon:  How to Create a Email Drip Campaign

The final two steps in the Digital Marketing Funnel are Convert and Measure.  Obviously, all the work done to this point is intended to help grow sales, i.e. convert leads to customers.  One way to do this is to end the 6-8 step email nurture sequence with a specific offer.  Another way is to follow-up with those who have received the email nurture campaign but never bought with a follow-up that invites them to share why and offers a special price for them to try.

The key in specific sales conversion offers is to answer their final questions, demonstrate the ROI potential to them clearly, and remove final barriers and distractions.  This can be as simple as having a clear call-to-action button on your website, or a concise offer in a email.  Don't discount all the time or no one will ever buy at regular price!  As well, too many offers turn the visitor off to your product.

How can you evaluate all of this?  Measure.  You need to take the time to review metrics at each phase.  Your google analytics can tell you how many mobile users are visiting your website and you can track if they stay on the site longer over time.  Obviously for your content you can measure unique page views and traffic over time, as well was social shares.  For your social media you can measure engagement and clicks to your web content. For lead capture you can measure sign-ups, or get even more detail by using A/B tests on landing pages to test variations.  With Lead Nurture you can measure opens and click through on different items and of course, tracking sales conversions to specific ads, offers, or URL's needs to be done!

Note, it may not all work well the first time, that why you measure.  You evaluate and then make tweaks to things to test again!

Bringing it all Together:

By implementing a digital review for your company and addressing these key areas, businesses can ensure that they are giving visitors a great experience on their site, offering content that is valuable and which attracts the right audience, and then moves visitors into the lead nurture funnel.  When done well, this empowers a company to have a 24/7/365 automatic sales mechanism in place that helps grow sales and positions the company as a leader in their arena!

Got questions?  Ask them below!

Like this list?  Pin it to Pinterest!

digital-list

 

 

Gmail made some serious changes recently within the Gmail interface.

The new tab structure can be a valuable way to sort your email.  It can also be a barrier to viewing the email that you once did! Here's the low down and how to setup the tabs to work in your favor.

gmail-tabs

If you use Gmail, you likely noticed the new "multi tab" structure across the top.  Gmail is making it's own determination on what mail goes in each category for you!  This means some important newsletters (like ours! 🙂 ) may be dropping in the "Promotions" tab instead of the "Primary" tab.

To make sure you have mail coming into the Primary that you want, go to each tab.  If you find something in another tab that you want in the Primary area, simply drag the email to that Primary Tab (on the name Primary) at the top of the page.

Immediately after, a yellow box will appear asking, "Do this for future messages?".  Make sure to click the "Yes" link to train Gmail to send all email from this source to your Primary tab.

Want to learn more and see Gmail Tab Setup in action?

View this great Video Tutorial from Mike Stelzner of Social Media Examiner:

That's the quick and easy on the new Gmail tabs.  Email is not going anywhere fast, it's one of the best ways to reach prospective clients and nurture them to know you, trust you, and eventually buy from you.

I continue to shout it out that growing your email list is still one of the most important aspects of online marketing!  One way to grow your list is with a Facebook Contest and a second is with a Landing Page that offers something of value in exchange for the user signing up for your email list.

step-2-problem-solving-content

Problem solving content makes sense for any business seeking to sell on the Internet because it answers the question of "why?" that so many businesses have.  When a visitor comes to your site and asks themselves, "why should I consider using this?" and then your content shows a problem they can relate with and how it is solved with your product or service, the "why?" question is answered!

Creating Website Problem Solving Content to Increase Sales Leads

One of the key shifts in business over the last three years is the shift in use of technology by buyers in the pre-sales process.  Whether the buyer is a business or a consumer, the key is that they are doing online research.  They are educating themselves on problems, solutions, companies, and more via computer and mobile Internet searches.  Therefore, it's important for each business to consider how their website and blog content meets the needs of these persons seeking answers.

Last week I introduced the web content sales funnel strategy.  It shows there are 3 types of content needed including:

1. Socially Shareable Content of Value
2. Content that solves problems and converts to leads
3. Content that demonstrates value and closes the sale

We looked at the top end of the content funnel strategy. This was creating attractive, relevant content on your blog and website that was appealing to large audience segments, and which could help drive more overall traffic to your website.  Content that is most likely to get shared includes items that are compelling, data backed, or which inspire.

The Mid-Funnel Content Strategy

This week we are looking at content that is geared for those visitors that have stayed to learn more.  [FULL INFOGRAPHIC BELOW]

As well, we are looking at those that were searching for a solution to their business problem and found your site.  This is the mid-funnel digital content area, meaning those not yet ready to purchase but those doing research online to find solutions and options that might work for them.  These are solution and product seekers who are going to make a purchase from someone in the next 1-4 months.

funnel-stage2-mike

With the top of the funnel, the goal is to increase overall traffic to the site.  With this larger volume coming, a percentage will want to learn more about your product or services.  Content for the mid-funnel, then, is  content geared towards identifying how your products and services solve common problems that interested parties have.  Mid-funnel content helps these visitors learn how your products and services solve pain points that they have, how your solution works, and what benefits they can expect.

The aim at this stage is to move those interested deeper into your content and sales pipeline funnel.  This content keeps them on your site longer and educates them with specifics about not just your product but the benefits they can experience.

Email Capture to Create Known Lead

This type of mid-funnel content can be case study posts and "how to" posts that would have a email opt-in form at the bottom, or a callout to a ebook that is on a landing page.  The landing page would also have a form for the visitor to complete to access the full ebook or more resources.

This mid-funnel segment of content is intended to help change anonymous traffic into known potential customers.  The goal is to offer information that helps a visitor and causes them to want to know more.  Content at this point can also include items like webinars, videos, email newsletter series and more.  It is content that is helping interested persons identify with the problems you outline and understand the solution you provide.

By having landing pages and lead capture forms, a business is able to  identify, via a email address, a potentially interested customer.  This allows the business to continue to offer resources to them via email to help nurture and education them further.  This answers the consumer questions and removes barriers and questions that may inhibit taking the final step to make a purchase.

The value of this overall content strategy is the focus on content in each specific area.  Where general, industry specific helpful content can increase website traffic, the mid-funnel content outlined today helps move the visitor from unknown to a interested lead.  Digital marketers should be evaluating their website and blog content to ensure they are offering each type to help meet visitors at varying stages of the purchase process.

Next week we will finish up the digital content funnel by looking at the bottom of the funnel, content that creates sales.

 

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