Category Archives: Marketing

Why Aren’t Your Website Visitors Turning into Customers?

Almost all Internet marketers want to drive more traffic to their websites. This is an understandable goal, but it shouldn’t be your top priority. You should be trying to turn your existing visitors into paying customers. Some websites receive thousands of visitors a day that never purchase anything. Here are some reasons that those visitors may not be converting into sales.

Traffic Isn’t Relevant

The biggest reason that traffic doesn’t convert is that it isn’t relevant to the theme of the blog. There are tons of ways to boost traffic to your website, but those strategies may not bring people that actually want to make a purchase. Here are some traffic sources that tend to be less likely to convert:

  • Referrals from generic or irrelevant blogs
  • Organic search referral traffic from irrelevant keywords
  • Referrals from  social media users in unrelated niches

You may have received some visitors to your paleo diet site by advertising on a high traffic technology blog. However, those visitors probably have very little interest in the product that you are offering. You would be much better off targeting another paleo or dieting site that has fewer visitors that are more likely to convert.

Feels Like a Bait and Switch

Have you ever been duped by an ad that claimed to be giving something for free, only to find that the site was actually charging you for it? You were probably sorely disappointed that the advertiser didn’t live up to their promise. The advertiser probably lost your trust by failing to be honest with you.

You want to make sure that you don’t make this mistake with your customers. You want to be completely up front with them with any offsite statements that you make. Your ads should clearly specify what you are giving away. This even applies to the meta description in your web pages. People are likely to click the back button if they feel that you were disingenuous with them.

Your Call to Action Isn’t Clear

Your website visitors aren’t likely to purchase your products simply because you want them to. You need a strong call-to-action to turn them into customers. Here are some things that you need to consider:

  • Your call needs to be visible. It is a good idea to put it in the center or slightly left of center. It should be at least 20% larger than the smallest elements on any of your pages.
  • You need to clearly state what you want your visitors to do. Writing “buy our paleo diet ebook for only $5.99” than “start learning about the paleo diet today.”

You may need to evaluate your call-to-action if your conversions aren’t as high as you would like. You may find that it needs some work.

Need a Better Design

A poor layout can also drive visitors away. You may need to give your site a major overhaul if your visitors aren’t converting. Fortunately, there are a number of great tools such as these that you may want to consider using.

Great Tips That Will Help You to Build Links Naturally

Link building is one of the most important parts of your SEO strategy and one of the most valuable things that you can do to improve the web presence of your site. Search engines will rank your website higher if you have a lot of high quality links to your pages. The more links that you have, the more likely you will be to rank higher when someone searches for a keyword that is relevant to your website.

There are many ways to build links, from requesting that another website link to you, to writing a guest post for someone to submitting to a directory to building social links by posting on forums, making blog comments and using social media. However, natural link building is not as easy as it looks and there are a lot of important factors that you need to keep in mind. So what tips should you know so that you can build links naturally? Here are some helpful pointers that you can use in your link building strategy:

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Crafting the Perfect Marketing Email

Despite the ravages that the spammers have wrought on email’s trustworthiness, the format actually has a long established trusted reputation. It’s used widely in the business world as the main form of communication replacing the traditional letter. Our energy providers, our local councils and our banks all use it to contact us. We use it in the same way in which we also used personal letters and postcards in the past. While we may use social networks to chat, make friends and generally avoid getting bored at work, we don’t hold private conversations on them (OK, most of us don’t) in the way that we would on email. The DM functions on these sites are invariably used to say “email me”. Email is trusted and widely used by users from all backgrounds and ages across the world and when it comes to marketing choices this factor is an important one to consider. So how do you create the perfect marketing email?

Copy – the Essential Ingredient

The fact that email is a trusted format really does make a difference when it comes to marketing, however, trust can easily be lost in the virtual world. Even something as a misspelling can make your firm appear rather more cowboy than corporate. Get your copy produced professionally, unless you actually want to project a homely, unprofessional image (fine for cup-cake bakers, church and school groups, but not, generally for anybody else).

The Words and Pictures Mix

You don’t need (and it won’t work anyway) to write a novel to entice your customers. If you’ve got the segmentation right then you’ll be able to tailor your message to each group. Good quality email marketing mailings should include an eighty/twenty mix of words to images. Images are great but too many clutter the space and confuse the message (which should be “click here and buy”, but in hopefully more sophisticated terms). Email, like the traditional letter it has replaced is a written format, imagery, videos etc. can be left for your site. For some products the exception may be a link to a relevant YouTube video, as a “see [your product] in action” type of message, but in general, use words to cajole, convince and get your customers clicking in the right direction.

Succinct Copy & Subject Headings

Keeping the email short has two effects, one it allows you to distil your message down and get to the point of your campaign. For the customer it offers all they need to know, in a short space of time, without causing too much interruption to their lives. One advantage of email marketing over newer social media marketing techniques is that your message, once it has reached the inbox, isn’t going anywhere in a hurry. Your potential client has to make a decision before the email goes away. With social networks your message can be drowned out in the (very loud) conversational stream that it’s only a tiny part of.

Basic Instincts and the Delete Button

Understanding this decision making process is crucial when it comes to successful email marketing. For most of us it goes something like this;

How many emails, oh, [expletive of choice here], better clear some out”

Who, oh, yeah, remember signing up to that one..”

This is the make or break point for your campaign, sadly. The subject line has to be compelling enough to get past the delete button at precisely this point. “Sale Now On”, doesn’t cut the cake any more. There’s always a sale on somewhere. Creative, funny, intriguing, whichever route you choose, engagement at this point is crucial. Beyond this point comes the “too much information” point; keep the email short, one or two images should be enough to get the point across and a clear message, over several short paragraphs should be enough. Calls to action to one side, where they’re nice and visible, and one at the bottom should do the trick. A single font or two at most, no bright disturbing colours and/or moving images. Very few people have time to waste and very few will waste it.

Technical Issues

An SMTP server provider makes sense if you plan to make the most of email marketing. Those who offer a range of tracking reports and allow you to segment your lists to reflect different age groups, interests or locations are often best placed to help you to create effective, efficient campaigns that can be put in place quickly and run promptly. In addition using a quality provider will ensure that your marketing campaigns reach those inboxes in the first place and avoid the email providers spam filters. While many marketing firms will place an increased emphasis on SEO, link building and social network marketing (all of which have their place) the good old fashioned email shot, to existing or interested customers, can take far less time to implement and produce faster, more effective results.

About the Author:

Andrew Schneider, online marketing professional and copy writer looks at why ‘traditional’ online marketing still beats the more recent arrivals.

Rise Above Other Local Businesses with Los Angeles SEO

There are a number of highly necessary items to consider when it comes to creating a website and getting your business off the ground, one of which is SEO. When you are just getting into digital marketing, you might be wondering exactly what SEO is. To be frank, this is a brand new business tactic and strategy, meaning there are plenty of things you won’t know about it. In addition to that, there are some things you may be better off not learning. After all, your time is better spent running your business and leaving the technical details to the professionals. That being said, what does SEO do for you exactly? The word SEO is actually an acronym, standing for ‘Search Engine Optimization’. Contrary to the name, a professional will not be optimizing the search engine, as that is better left to the professionals at Google and Yahoo. Instead, they will be optimizing your page for USE with the search engine. This, of course, means making sure that it will be visible to the masses who search for it(inadvertently) using a specific keyword. The more accurate your keywords are, the better your website will show up in the rankings.
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Five High Impact Marketing Ideas for Your Next Business Year

When you need to set your business apart from the competition, marketing becomes more than just a tool for getting your products and services out there. It’s the language you use to speak to your consumers directly – to associate what you do with emotions and aspirations, and to start carving out a niche for your company in a playing field already packed with alternative vendors. So how do you turn what you do into a selling point your consumer can’t ignore?

Make an emotions map

Marketing has many forms – advertising, promotional appearances and giveaways, media spots – but one basic goal: to associate what you do with a positive emotion. All the great adverts do it, and every successful branding exercise is, at bottom line, about turning a product into an emotive object or a service into something that can facilitate a specific kind of life.

Draw up an emotions map so you can see how your products or services could be aligned with the kinds of feelings you want your customer to feel: empowerment, desirability, success. Use the map to guide your marketing over the next year. If a campaign or advertising initiative doesn’t clearly fit the emotions you have identified, modify it until it does. Continue reading Five High Impact Marketing Ideas for Your Next Business Year

What to Consider When Designing a Brochure

Brochures are a great way to advertise, and they can prompt readers to purchase a product or service. Brochures can be used for many reasons, but they have to be properly designed to fulfill their purpose. There are many things to consider when designing a brochure.

Using Fonts and Styles Properly 

Brochures that use too many different fonts will look disorganized and even unsightly. Also, fonts that are ornate and difficult to read will deter people from looking through the brochure. When designing a brochure, carefully choose just a few fonts that are easy-to-read and professional looking. Use a different font for the body copy, the headings, and the subheadings. If a client already has a font that needs to be used for headings or other areas, then use their suggestion. 

Also, the text of the brochure should not be full of italics and underlined or bold words. By overusing these type styles, the brochure will look too busy and be a lot harder to read. Too many capital letters can make a brochure look unprofessional, and it can cause people reading the brochure to become irritated. By having the right amount of fonts and properly using type styles, the brochure design will be improved.

Choosing Paper

Another important aspect of brochure design is the choice of paper. There are several options from which to choose. Brochures that have a lot of pictures should probably have coated paper with a gloss finish; this will make the pictures look brighter. For brochures that have a large amount of text, uncoated paper or a matte finish on coated paper may be best. A matte finish will make it easier to read the text on the brochure, and there will be no glare. The paper that the brochure will be printed on should be heavyweight and durable. This will give it a more professional feel.

The brochure should also be printed by professionals. Find a good print shop that will produce professional results that readers will notice. It’s possible to print a brochure on good paper by using an office printer, but there is no way to achieve the quality of a professional print shop, and readers will notice the difference.

Think about Readers

When designing a brochure, remember to put readers first. Brochures need to be made with the readers in mind; the design should be appealing to them, and the content should be catered to them.  Continue reading What to Consider When Designing a Brochure