What Fiction Can Teach You About An Effective Customer Journey 

How do we grab attention?

Does a simplified list of product/service features compel users? Or does an entertaining recounting of a brand’s mission and the difficulties they (and by extension their customers) have overcome draw in more users?

Pretty stupid question right?

Escaping the drudgery of corporate speak has quickly become a prominent goal for the modern marketer. People don’t remember that a product does X, Y, and Z. What they will remember is an entertaining, compelling story.

This change toward a storytelling approach to marketing is predicted to cause the loss of one million B2B sales jobs in coming years. The hard sell is dying. Content marketing s the new rockstar in the marketing world, and nothing keeps your customer interested more than a good old fashioned story.  (more…)

By |2015-11-16T22:01:13-08:00November 17th, 2015|Digital Marketing|2 Comments

Credible Websites: 10 Factors Backed by Science

Your website loads fast, looks great, and is packed full of content …

But is it credible?

A lot of businesses overlook this question. They trust the quality of their products and services will shine through. Or they’re more concerned with generating more traffic than delivering a quality user experience.

Credibility can seem like a tricky concept to tackle.

What makes one website credible and another… not so credible? You know it when you see it, but can you quantify credibility? How are you supposed to make sure your website is credible if you aren’t sure which factors affect it in the first place?

Some compelling university research can help clear up the confusion. Keep reading to see how.

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By |2015-11-09T16:02:22-08:00November 12th, 2015|Strategy|0 Comments

How to Find A/B Test Ideas that Work

What should you test next?

Do you start with your CTA placement and button color or would you be better served to optimize your headlines? It’s a difficult decision to make and one that marketing managers often struggle with. Unfortunately, it’s a confusion that frequently leads to one result. Copying the methodology of a well known CRO or case study.

Sure this can sometimes bring a good lift in conversions, but more often than not copying another business’s test isn’t going to win you many new customers even when following their instructions to the letter.

So what’s the deal? Why would a test that’s worked so well for one person utterly fail when implemented on another site?

Well, it’s all down to one reason.

That test – the one you’re copying – was intended for an audience different to your own. Your audience is unique and will interact with your site in completely different ways.  (more…)

By |2015-11-09T16:15:03-08:00November 10th, 2015|Conversion Rate Optimization|0 Comments

The Psychology of Persuasion: 5 Key Things Marketers Forget

You want to make your best case why people should buy your products or services …

You also don’t want to come off like an overly aggressive lawyer or door-to-door salesperson.

Striking the perfect balance between compelling and not too pushy will shoot your conversions through the roof. But finding that persuasion “sweet spot” can be challenging for even seasoned marketers.

Marketing tactics help you organize your actions to produce concrete results: visitors, customers, and sales. Cutting deeper to the principles helps you understand why certain tactics are effective. With a solid grounding in the psychology of persuasion, you can create your own strategies to best suit your niche and specific offers.

Most of us are familiar with persuasion fundamentals if we’ve been in the game long enough. But there are other tactics – tactics your competitors aren’t thinking about – that can help you gain an edge.

Keep reading to find out how.

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By |2015-11-05T11:11:19-08:00November 5th, 2015|Digital Marketing|0 Comments

How to Create Engaging Content for Any Business

Frustrating, isn’t it?

You’ve followed all the advice, have a sales funnel you’ve optimized the hell out of and yet see next to no real gains in revenue.

It’s enough to make you want to throw in the towel.

You’ve taken all the right steps, so what’s missing?

Well, the problem could have a number of different causes. But if your funnel is as well optimized as can be, the problem is most likely going to be with your traffic levels.

This isn’t Field of Dreams. Building a kick ass funnel doesn’t ensure sales success. It’s only one part of the larger equation. For your sales funnel to be effective, you need to be directing traffic to it.

There are plenty of options on how best to do this, PPC, Social Media, and SEO optimization are three of the most favored options. However, today I want to talk about content marketing. Or, more accurately, how to produce some kick ass content that gains views, likes, shares but most importantly, conversions.  (more…)

By |2015-11-03T11:14:18-08:00November 3rd, 2015|Digital Marketing|0 Comments
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