Category Archives: Advertising

Advertising

The “Missing Link” Principle

REVEALED: The “Missing Link” Principle that Controls the Flow,
Movement, and Attraction of Money.

In this video with GKIC’s Dave Dee and Dan Kennedy, you’ll discover why the science of Wealth Attraction REQUIRES a balanced, integrated approach that involves both mindset and practical steps in the real-world marketplace. This is a part of the four episode series <Source Code> To Business Success and Advanced Wealth Attraction. If you haven’t seen this free series, click here now, to get immediate access.

Source: Dan Kennedy 2

Get 24,000 leads using this one strategy…

In the past I wrote about the power of anonymous advertising. One notable example was of restaurateur, Ed Novak, who at the time owned The Broker Restaurant in Denver (he’s since sold to Jerry Fritzler who interestingly started out as a bus boy in the restaurant).

Since beginning with $900 in capital over 40 years ago, Ed repeatedly flummoxed his competitors with strategies like free shrimp cocktails for all customers…a selection of 20 different wines at just 25 cents above cost…promotion of a $7.00 prime rib dinners to get lunch customers back to the restaurant in the evening…and his biggest ploy: he ran a full page anonymous ad in the local paper featuring a questionnaire for people to fill out and send in – indicating their restaurant preferences, what they liked and disliked about the named restaurants, and offering a $20 certificate from one of the restaurants to everybody who sent in the questionnaire.

He received 24,000 responses!!!

That translates into $480,000.00 in certificates, prompting competitors to predict Novak’s impending bankruptcy (NOTE: You can still go to The Broker Restaurant today 18 years later. Conversely most of Ed’s, then competitors, have been out of business for years)

Ed knew that the capture of names and addresses (not simply e-mail addresses) interested enough in dining out to complete and mail back such a survey is well worth the investment, and that, as always, he’ll come out ahead. (This is a strategy almost any kind of local business could steal and use.)

Novak knew the value of names: his Birthday Club list exceeded 70,000 people. (Imagine that…70,000 divided by 12 months; an average of 5,800 customers receiving free dinner coupons each month for their birthdays.)

Here is somebody with more vision, imagination, confidence and common sense than any 100 other restauranteurs added together. Here is someone smart about buying customers for their lifetime value and referral value in mind, rather than being foolishly restricted just by the value of their first purchase or any one purchase!

While the strategy above still works today and you’d be wise to figure out how to use this in your business today you have the opportunity to get leads not for $20 apiece, but for pennies. Customers can cost mere dollars.

And while I know you probably won’t go out and run an ad in the paper like the one described above because you may rightly, but probably wrongly have a bias against this media, you might be interested in this strategy, really a multitude of strategies, that are proven to work today using the latest online tools like blogs, e-mails, landing pages, YouTube and much more.

Maybe you’ll even couple one of these media strategies to test out the same proven campaign Ed used above. This would make me smile. Almost.

In any case if you are looking for new strategies to capture leads and turn them into customers, look here (heck there’s even a story from a pizza shop owner if you like the restaurant theme.)

This offer is only good until midnight tonight so there’s not much time and below you’ll see some sweeteners GKIC has kicked in. While nice, they aren’t necessary for your success.

I’ll leave you with this truth that’s probably worth you writing down and pinning above your desk (most would be better served by tattooing it on their forehead.)

“Dumb business owners get a customer in order to make a sale.
Smart business owners make a sale in order to get a customer!”

NOTE: Only good until midnight December 19th. Click here now to get all the information on Jeff Johnson’s Traffic and Lead Academy and if you invest by midnight tonight on top of all the bonuses Jeff is offering including…A PRIVATE ONE-ON-ONE call with him for those who invest in full today, if you use this link to invest GKIC will include $1,682 in additional bonuses including…

  • The 5-figure sales letter template! Use this previously unreleased template to quickly generate a sales letter virtually guaranteed to work. This simple fill-in-the-blank template has been used dozens of times this year to generate five and six figure income surges and has worked every time. (Conservatively Valued at $497)
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  • The Facebook triple dose! Start making money using Facebook ads today when you hear from world renowned Facebook monetization experts; Adam Spiel, Kim Walsh-Phillips and Justin Brooke as they share their step-by-step strategies for generating hundreds, thousands and tens of thousands of leads (not likes) and customers (not fans) using Facebook. (Valued at $591)

This offer expires at the stroke of midnight tonight so don’t delay. Click here now and invest in the Traffic and Leads Academy and you’ll get the $1,682 in bonus templates, tools and money-making strategies.

Learn more about Traffic and Leads Academy…Click Here.

Source: Dan Kennedy 2

Why Top Producers Earn 10x More Than Their Competitors

Recently, my friend Brian Tracy told me he now knows exactly why top producers earn 10X more than the average person. He actually put together a full report on that which you can get here.

Here’s how this all came about…

Brian said, “Our research shows that top producers continue to make 80% of the all the income and sell 10X more than their peers and competition…even in this economy!”

Knowing this alone doesn’t do much good, but knowing why this happens is EXTREMELY valuable.

Brian Tracy has studied success his whole life. He’s an “old dog” like me and one of the great thinkers of our time, able convert facts, observation and his and others’ experience into PRINCIPLES that predictably and reliably define success or failure.

He’s read everything ever written on success…or darn near everything anyway. He’s done extensive studying and research on the subject—working with, observing, and training millions of entrepreneurs and sales people in more than 60 countries.

Brian found, like I’ve discussed recently, that sales tactics which once worked are no longer working. The economy is a mess which means prospects are sitting on their wallets and doing everything they can to not spend money. It’s a competitive market out there and many people are losing sales—even with a good offer, match of needs, right target, “fits their budget,” and so on. BUT, top producers don’t seem to be affected by ANY of this.

So to get this answer to what the top 10% did differently in order to earn 80% of the income, over the last several years, Brian and his staff analyzed over 10,000 hours of sales calls.

The tapes contained a wide range of sales calls in different businesses and every type of situation—everything from million dollar deals…to complete bombs…to unbelievable turnarounds where the sales person was able to get an entirely skeptical lead to make a purchase.

After carefully looking at the research, Brian did what he does best—he “reverse-engineered”—what top performers do.

Three reasons Brian gives about why people are struggling more with sales than ever before:

  1. Your prospects have unbelievable access. All they have to do is whip out their smart phone to access information about your prices, product, service, reputation—as well as your competition’s prices, product, service and reputation.You must not only be aware of this, but adapt to it and avoid being a commodity.
  2. There is a fear of spending. Companies and consumers are gun-shy about spending. Retirement funds have been wiped out. Higher taxes, forced healthcare, and extra expenses associated with doing business has been hoisted on businesses. The economy isn’t getting any better. These factors contribute to ultra-conservative spending. It doesn’t mean people aren’t spending—they are—but they are careful about where they spend their money and who they spend it with.There is no room for sloppiness and average or below average sales people in this climate. Fortunately sales is a skill that can be learned and mastered. Those that learn the skill will join the top 10% who are earning 80% of the money. Those that don’t will reside in the land of struggle and uncertainty.
  3. Competition comes from all over. Technology has made the world smaller. That means you aren’t just competing with companies that offer similar products and services in your town, but you could be competing with a company from across the world.

It’s important to note that the average person struggles with these. But NOT the top producers. They have no trouble outselling everyone else because they have paid close attention to these and adapted their sales game to address these sales realities occurring in the marketplace right now.

What about you?

NOTE: For the next few days Brian is also offering his report on how to close the sales gap and convert prospects into buyers. In this free report, which is based on over 10,000 hours or sales presentations, Brian gives you…

  • Seven Key Items Every Successful Sales Person Needs To Track. Knowing these things will make your job easier than ever before.
  • How To Convert More Prospects Into Buyers By Using Three Instant Rapport Builders
  • How To Avoid the 7 Biggest Sales Mistakes. These could be costing you thousands in lost sales right now!

Get this for free right now by clicking here.

Source: Dan Kennedy 2

5 Things You Need To Know About Before Jumping into Mobile A/B Testing

As the Android vs. iOS saga continues, most major apps establish their presence on both platforms. Many opt for iOS first, since there are only a few device models (as opposed to the ever-expanding portfolio of Android devices and manufacturers).

Nevertheless, some have been swayed by the advantages of Android. Our friends at Stack Overflow cited iteration speed and first-party support for alpha and beta testing as the main reasons for choosing Android as the first platform for which they developed their native mobile presence.

Even if the platform differences are not immediately apparent to you, taking them into account is key to a successful cross-platform app. It may be easy to assume that what works for one platform will translate into success on the other, but this type of logic will get you in trouble down the road.

In case you’re new to A/B testing, here is the concept in a nutshell:

AB Testing Mobile Apps

Source: A/B Testing for Mobile Apps – Coca-Cola Mobile Innovation Workshop

Mobile A/B testing has a big part to play in identifying the differences needed to be successful on both iOS and Android. Here are some of the things we’ve seen that have the greatest impact when testing on the platforms:

1. Demographics

According to this comScore report, iOS users tend to be younger and wealthier: 19% of iPhone owners are between the ages of 18-24 years old (compared with just 16% of Android owners), and 41% of iOS users are in the $100,000+ income bracket (compared with just 24% of Android users).

Android has been shown to be popular with professional and business users. Hacker types also have been drawn to Android because of the possibilities that an open platform offers.

Takeaway: Think critically about the differences in general audiences across the two platforms, and how you can play to those differences through UI, UX, price points, and features.

For example, iPhone users may respond better to a promotion or feature that makes a cultural reference to something that young, affluent users will recognize. Android users, on the other hand, may be motivated more by a feature that lets them customize their experience.

2. Monetization

Despite Android’s impressive growth in market share of devices sold and active users, iOS has been shown to generate more money for developers year after year. iPhone users are more likely to purchase something from their mobile device, and 23% have purchased something on mobile previously (as opposed to 17% on Android).

Flurry took the opportunity at GDC this week to open their datasets on Android games, showing that not only is the Android population skewed toward young males, but some mix of in-app purchases and ad-based revenue is optimal for many mobile games.

iOS leads revenue charts

Source: Vision Mobile Developer Economics

Takeaway: A/B test different monetization strategies on iOS and Android in order to capture the most overall value from both platforms. iOS users generally are more likely to download paid apps and make in-app purchases, whereas Android users may be monetized more easily through advertising and lead generation. You also can test different price points, and you may find that one platform’s users have a greater tolerance for higher price points.

3. Usability

Engagement and native UX perhaps are where iOS and Android differ the most. For example, Android’s “intents” allows users to share content using any installed app from any other app, which doesn’t exist on iOS.

iOS has a tendency to attract “power users” who are more likely to engage in all major content categories (social media, news, e-commerce, and games) for longer average session times.

android intents

Source: Android SDK Quick Tip: Sending Pictures the Easy Way

Takeaway: Consider testing user flows and experiences that complement the behavior typical of users on the platforms. You may want to test more streamlined and straightforward activation flows for Android, whereas you may be able to rely on iOS users to engage unilaterally for longer periods of time before you offer them an in-app purchase or ask them to share some content with friends.

Additionally, there are distinct UX conventions in iOS and Android – such as navigation, or how actions are displayed – that may work for one platform and not the other.

4. Device Type and OS Versions

A key challenge in Android development is the relatively large range of different devices that use the platform. From Samsung to HTC and Google’s own phones, Android represents a mosaic of different price points, screen sizes and resolutions, and hardware that can make it an unpredictable platform at times.

iOS runs on significantly fewer device types, but, nevertheless, can be complicated by different hardware and OS versions that may not have the capability to run some apps correctly or at all.

Takeaway: When A/B testing new features on Android or iOS, segment by device type and OS to account for how changes affect users on each combination of hardware and software. You may be able to drive more desirable user behavior by pushing only new features on certain devices while keeping the old feature set for other devices. The same may apply to OS versions.

5. Speed of Iteration

At a recent Android meetup at Google’s NYC offices, we heard from Kinsa Health’s CEO Inder Singh about the benefits of developing for Android. One of his key perceived advantages of Android: the speed at which Kinsa can act upon user data, and iterate faster, through methods like A/B testing, without having to go through lengthy app approval processes.

Although new technology in A/B testing mobile apps has cut down the iteration time for both iOS and Android, there still is a strong case to be made that Android is a more flexible platform for which to implement iterative feedback loops and respond quickly to user data.

The time saved through quicker iteration should not be confused with quicker tests, though. Stopping tests early leads to the risk of a false positive (also known as a Type I error). In other words, a statistically underpowered test could indicate an effect (like a 20% boost in conversions) is present, when, in fact, the results are skewed because of a narrow sample population.

Takeaway: If you’re not already leveraging new technologies to quickly run A/B tests and make app feature or UI decisions for your mobile app based on data (and not opinions), there’s no reason not to get started.

And, when you’re ready to commit changes to your app’s binary that have been validated through rigorous testing and analysis, it will be faster to push those changes through the Google Play Store than the Apple App Store.

About the Author: Zac Aghion is the CEO and Co-Founder of Splitforce. Data is power, and it should be easy to leverage data to make better decisions. Splitforce is A/B testing mobile apps.

Source: Kiss Metrics

In Your Customers’ Shoes – 4 Gripes That Are Costing You Conversions

One of the best ways to improve conversion rates is to identify and eliminate major stumbling blocks that are preventing your users from moving forward. Typically these are common issues like “Not Found / Out of Stock” errors, technical glitches, reducing clutter and removing distractions like third-party ads.

But sometimes the gripes are so common and so pervasive that visitors simply tolerate them (albeit with a great deal of frustration and aggravation) rather than go elsewhere.

But you can bet they won’t be back.

Gripe #1: “Just Copy Amazon”

Amazon is one of the web’s largest and most profitable websites, so it stands to reason that they put a considerable amount of time, money and emphasis on making their site as easy to use as possible (even patenting certain methods, like 1-click-shopping). Knowing this, many beginning website owners understandably assume that Amazon must be doing something right with their layout – so they copy it.

jumia

Jumia is Nigeria’s Amazon – right down to the layout, categories and color scheme

Amazon has many things going for it that the average new webmaster doesn’t take into account when designing their own site – for example:

  • Everyone is familiar with Amazon – They’ve been around so long that they’ve practically become a one-stop shop for even the greenest internet user. They’ve got brand recognition nailed down to where they’re a household name. People have come to expect a certain experience when shopping on Amazon, just as they expect superb customer service when buying shoes from Zappos. It has been ingrained into who Amazon is and what they stand for.
  • Amazon’s traffic comes from multiple sources – They’ve built up their markets over time, and as a result, their traffic comes from all kinds of places. People generally search for a specific product on Google, and see that Amazon is at or near the top. This means they’re already warmed up to converting (and buying) before they ever click. Can the same be said of your site?
  • Amazon makes mistakes too – They’re not infallible. And it’s not just the companies they choose to invest in. Cloud services go down, leaving websites in the dark. Mobile shopping fails. Pricing mistakes happen. Order histories get erased. Blindly following Amazon without doing your own split testing is a recipe for disaster.
  • amazonoutage2

  • Amazon’s Strategies aren’t Yours – They have different goals, tactics, competitors, partnerships… you name it. Copying their layout and assuming an instant win would make about as much sense as copying their business plan and crossing your fingers.

With that being said, of course it’s a good idea to look at Amazon for inspiration and ideas. But before you jump head-first into following in their footsteps – step back, look at your own plans, strategies and your audiences’ expectations. You’ll find that testing could reveal the complete opposite for you – and there’s nothing wrong with that!

Gripe #2: Mystery Meat Form Fields

We’ve done a pretty good job over the years convincing website owners that mystery meat navigation, multiple calls to action and constant distractions are all bad for conversions. But a new danger has reared its ugly head: mystery meat form fields. In a rush to be trendy and oh-so-cutting edge, companies (like Pinrose’s Scent Finder) hide form field directions in such a tiny, near-white font that it’s impossible to fill out the form:

formfields

You may have to tilt your head to see the barely-visible lettering in each input box

Simple fix: Use labels instead. Not only is it easier for mobile users to tap and fill out, but it also helps with general accessibility and ease of use. If I have to tilt my head or touch my nose to my screen to see what information you’re requesting, I’m not going to fill out your form.

Gripe #3: Not Accepting Paypal

With over $300,000,000 (yes, that’s three hundred MILLION) in payments processed every day, and over 150 million active users, Paypal represents close to 20% of the ecommerce market. Not accepting Paypal can literally be costing you orders, particularly if people prefer to pay by e-check or bank account transfer rather than fishing for their credit card out of their wallet/purse.

payless

Payless Shoe Source doesn’t accept Paypal, but they don’t let you know until the third step of the checkout process

Remember, even by the time they get to checkout, an average of 67% of shopping carts are abandoned. While the main reason can range from shipping costs to lack of delivery estimates or forced account creation, a major determiner in moving ahead with the order is how easy it is to complete payment. Plus, with additional options such as Bill Me Later, and eBay integration, many people already have an active Paypal account.

Gripe #4: Browse, But Don’t Even Think of Buying

Has this ever happened to you? You’re shopping online when all of a sudden, you come across a beautiful accessory, piece of furniture or other must-have item. It’s absolutely stunning and you’re ready to buy it right away.

Except you click on it and…nothing happens.

Let’s say you’ve got your eye on this coffee table, featured under Living Room Sets from the Ashley Furniture Home Store:

ashley

What’s wrong with this picture? The fact that you can’t buy anything in it other than the couches

Want to know where you can buy it? Too bad. You can’t. Clicking on the item does nothing – leaving visitors frustrated and their curiosity unsatisfied. If you’re going to include something as part of a set – don’t mislead customers by including major things they can’t purchase. Subject tests were even conducted, and visitors say that not being able to buy an item in the photo reflected very poorly on the site they were browsing.

Better yet, label and pinpoint items or link to individual pieces along with a discounted price for buying the whole set. Leaving things out only leads to customers concentrating on what they don’t get, rather than what they do.

What Are Your Major User Experience Gripes?

Here’s your chance to have your say – let us know what interface and usability gripes you’ve been tolerating from the web lately – share your thoughts below in the comments!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today!

Source: Kiss Metrics

A Beginner’s Guide to Lead Conversion with Social Media

So, you’ve been publishing on Facebook, Twitter and maybe a few other social media platforms, and you’ve built up a decent following in each channel. Your audience is starting to engage more and more with your content.

Maybe you’re wondering, “Okay, what’s next? How can I take this to the next level? How can I use social media to drive leads for my business?”

Done right, social media can be an extremely powerful tool for lead generation, but getting there takes time, patience, a lot of testing and the dedication to post highly-valuable content for your audience.

This guide focuses on how to generate leads with non-paid content in social media. Social ads are also an excellent for leads, and maybe it’s something I’ll talk about in a future post. For now, we’ll learn how to create content for Facebook and Twitter that inspires clicks and conversions, and how to measure the results of your social lead gen efforts so that you can show your boss just how valuable social media can be for your business.

Here we go.

Optimize How You Link to Your External Content

In order to be effective at generating leads with social media you need to treat it as a key part of your overall content marketing machine. This means that social media becomes a place where you distribute high-value content to your audience––content found on your blog, the resources section of your site or on landing pages.

But it’s not just about the value of the content you’re linking to; what really counts is how you format the posts in each channel.

Before diving into how to optimize your posts for lead generation, let’s take a look at three possible lead generation paths for social:

  1. Social channel > Blog post with link to a relevant landing page (gated content) > lead
  2. Social channel > Gated content > lead
  3. Social channel > Blog post > Visitor signs up for mailing list via signup forms strategically placed on your blog (lead)

You can experiment with each of these paths, or even others that you drum up, but when you post with the goal of generating leads make sure you always link to a page that is relevant (e.g. an article on a topic that is important to your audience or a landing page linking to a PDF guide that your visitors would want to download). Don’t just link to your homepage and hope people will convert.

I’ve divided my explanation of how to optimize your content for leads and clicks into two parts. Let’s get started with the first.

1. Promote your content in a way that is entertaining and native to each platform.

If you publish a link to your website home page, a blog article or a landing page and expect the clicks and leads to start flowing automatically, you’ll probably be disappointed. If you want people to take action, you need to put time and care into crafting content that is interesting and native to each platform.

In Jab Jab Jab, Right Hook: How to Tell Your Story in a Noisy Social World, Gary Vaynerchuck defines native content as that which adapts to the unique language, culture, sensibility and style of the platform in which you are publishing. In other words, a compelling copy and image combination that works on Facebook won’t necessarily work on LinkedIn, while an image you post to Google+ won’t necessarily go over well on Tumblr, and so on.

Why? Because people go to these platforms for different reasons, and the way in which they communicate within each one is unique.

So, how do you create native content that guides people to your site/landing page/blog?

Maersk, the Danish shipping company, has amassed an immense social media following (1.7 million Facebook likes for Maersk Group, over 1.1 million for Maersk Line and nearly 130k Twitter followers between their two main accounts), and they do a great job of linking to content on their site via Facebook and Twitter.

Take a look at the example below:

(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “//connect.facebook.net/en_US/all.js#xfbml=1”; fjs.parentNode.insertBefore(js, fjs); }(document, ‘script’, ‘facebook-jssdk’));

 

Why does this post work? First, it features cute kangaroos who are looking directly at you. Who wouldn’t stop scrolling through their news feed to check out these little guys? Second, the copy entices you to click on the link because it leaves you hanging: what exactly does happen when the export containers don’t meet food regulations? (This might sound boring to you, but I bet it’s appealing to the company’s target audience). Bonus points to Maersk for its not-so-subtle but totally awesome-looking logo placement.

It’s also in my favorite format for linking to content on Facebook: the link goes in the body copy, which is complemented by a compelling image (as opposed to Facebook’s default format).

I don’t know how many clicks the post received because I’m not affiliated with their social media team, but I bet it performed a lot better than the ho-hum way in which many companies link to their blog posts on social media.

There’s one more thing I want to point out about this post: it exemplifies Maersk’s knack for using social media to tell stories—stories that originate on Facebook with sharp copy and a beautiful image, and that continue on their blog, or sometimes even on a landing page. This is key to making their posts so clickable.

Case in point: In 2012 Maersk generated 150 unique leads from a Facebook campaign that told the story of how its shipping containers navigate the frozen Baltic Sea during the winter months. As the former head of social for Maersk Line points out, that is a lot of leads for the shipping industry (especially online leads!).

russian winter

Image credit: Jonathan Wichmann

The link in the post directed visitors to an article elaborating on the challenges companies face during the winter in the Baltic Sea, and the article contained a link to a form that allowed people to download a brochure about their anti-freeze services.

But what if you don’t have amazing images like Maersk? What if you are a SaaS company, for example? If that’s the case, then you need to find a go-to tool for creating images and get a little creative.

Community Managers Latam does an excellent job of posting engaging images for their community and pairing them with call-to-actions asking people to sign up for their free webinars. They post in Spanish, but don’t worry––it will be easy to identify what they’re doing right.

Let’s look at an example:

(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “//connect.facebook.net/en_US/all.js#xfbml=1”; fjs.parentNode.insertBefore(js, fjs); }(document, ‘script’, ‘facebook-jssdk’));

 

The image they chose for this post is fun and eye-catching. If you’re a social media gaming nerd or community manager (their target audience), you’re probably going to take a closer look when you see this in your news feed. The post generated 25 shares and nearly 200 likes! That is pretty great for a piece of content that is promoting a page with a sign-up form.

The only thing I don’t love about this post is that the copy is a little sales-y (it roughly translates to: “Become a gaming genius and notice the difference in social media. Register for the webinar TODAY:”). When you implement this format in your own social channels, try to write copy that is more human. For example: “Hey Community Managers…. want to learn how to incorporate play into your social strategy in order to increase engagement? [LINK]”

I’m a big fan of this post format above because it has proved effective for generating leads for my company, but you should always test different post formats to see what works best for you. Refinery29 does a great job of linking to articles on their site using the default Facebook link format.

How? First, they always pick an interesting image, and second, they write exceptional copy that makes you want to click to read more. For example:

(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “//connect.facebook.net/en_US/all.js#xfbml=1”; fjs.parentNode.insertBefore(js, fjs); }(document, ‘script’, ‘facebook-jssdk’));

 

So test out the two formats and see what brings you the best results.

What about Twitter? Lucky you, with the addition of inline images to tweets, publishing content on Twitter just got even more interesting. After all, marketers have been buzzing about how these images increase clicks and overall engagement.

Both Maersk and the marketing analytics software company Moz do a great job of blending enticing copy and eye-catching images on Twitter in order to guide visitors to their blogs.

My analysis was not at all scientific, but a quick scan through the Moz Twitter profile indicates that their tweets with images get a lot more engagement than those without.

Remember, you can easily adapt these techniques to link to landing pages, webinar registration forms, or another type of page that is relevant to generating leads for your business. Whatever that may be, when linking to your pages your goal is to create social content that is as native and engaging as possible. That’s what will generate leads and conversions.

2. Don’t only post links to your content

We just looked at how to optimize posts that link to your content in order generate clicks and leads. But I see a lot of companies, especially those who are known for their blogs, use their social media channels as RSS feeds and not much else. Yes, linking to your content will be an important part of your social media strategy, but it shouldn’t be the only thing you do.

On Facebook, intersperse links to your content with entertaining posts that relate to your audience’s interests. For example, let’s say you are a social media marketing company and the majority of your target audience consists of marketers. Create a post with a corny marketing joke in the copy section and an image that relates to the joke, create a meme that would make your audience laugh or put a short, powerful quote by a famous social media marketer in bold type against a colorful background and share that as an image.

On Twitter, intersperse links to your content with inspiring quotes, links to awesome articles from other industry influencers or questions relevant to your audience, like: “#CommunityManagers, what free social media tool do you swear by?”

When possible, create tweets that engage creatively with news and pop culture that is of-the-moment; Twitter is, after all, a platform that users look to for the latest news and information.

This is important for two main reasons. First, if you are simply using social media channels as RSS feeds for your content, then you’re missing out on the benefits that each platform can bring to your business because of its uniqueness. For example, Twitter is a powerful tool for connecting with influencers, and you can do so by sharing their content and engaging in conversation with them.

Second, when it comes to Facebook, you’ve probably noticed that those nuggets of highly-sharable, entertaining content––the ones that ask nothing from your audience and simply make them laugh, incite feelings of nostalgia or inspire them––often get the highest number of shares, likes and comments.

Like this:

maersk group

In his book that I mentioned earlier, Vaynerchuck points out that when Facebook EdgeRank, the algorithm that determines what appears in people’s News Feed, notices that lots of people are interacting with your content, it thinks that your brand is important to them, so it will start to show more of your content in their News Feed.

In other words, fun, engaging and native content – the kind that gets you the most likes, shares and comments––helps all of your brand’s posts show up more in people’s news feeds, including those with links to your content.

That’s why you’ll try to make your links to content as engaging as possible, and it’s also why you need to mix links with posts that are just plain entertaining.

(Note: technically, the name Edgerank has been declared a thing of the past, but since there’s still no new name for the more complex algorithm used by Facebook today, we’ll call it Edgerank for simplicity’s sake.)

Plan Your Analytics

Now you have a guide for creating non-paid content that generates clicks and leads via social, but how do track the results?

First, you’ll create a goal in Google Analytics that will keep track of how many leads you’re converting via social media. Start with a URL destination goal associated with content downloads; the URL destination should be a thank you page that people land on after filling out a form in order to download your content.

Keep in mind that Google Analytics only allows you to create twenty goals. Ever. So, I recommend using one thank you page for all of your downloadable content and then delivering whichever guide, e-book or check-list the person requested via email. Don’t worry; you’ll still be able to see how many leads came from a specific campaign, social network and post or ad using the techniques below.

The best way to track and organize traffic from social media is by using UTM parameters within the links you include in your social media posts. UTM parameters are personalized tags that you add to your URLs in order to help Google Analytics categorize your referral traffic.

Use the Google URL builder to add the custom parameters to your URLs. I suggest the following setup when tagging links for social media:

Source: “facebook”, “twitter”, or whichever social channel the link is being used on.

Medium: “post” for non-paid content and “ad” or “sponsored” for all ads (we want to differentiate between organic and paid social traffic).

Campaign Term: Ignore this when you are creating UTM parameters for social media content

Campaign Content: This field can be used to differentiate between variations of ads and for A/B testing your content. You can also use it to tag content within a series of posts that belong to the same campaign. For example, let’s say you are running a marketing campaign in social media that consists of five different posts. You can use this field to indicate which post each link pertains to, such as “post-2”.

Campaign: this is where you want to get specific. Avoid overly-general campaign names like “february-email” or “facebook-posts”. Instead, create campaign names that give you a clear idea of which marketing campaigns your traffic and leads are coming from, such as “social-workshop-2014-sept” or “facebook-contest-analytics-workshop”.

enter-the-url-of-your-website

Next, within Google Analytics you can navigate to Acquisition > Campaigns in order to see a detailed report on how each campaign is performing, including traffic, visitor behavior and goal conversions. Click on the campaign titles to drill down into data on the performance of each channel. Remember to A/B test so that you know exactly which variables impact clicks and conversions.

google analytics social media

A Few Bonus Hacks that Can Help You Generate Even More Leads

There are many other things you can do to boost lead conversion via social media, but the content optimization techniques we talked about in this guide are a great place to start. I’ll end with a few quick, bonus lead gen hacks which have given me great results:

  • Tweeting links to your content directly to influencers (but only if it’s relevant to them!)
  • Asking influencers (with whom you already have a relationship) to tweet your content to their followers
  • When you post a link to content on your Facebook page, tag relevant influencers (or anyone mentioned in the article)
  • Post your content in relevant groups and communities in LinkedIn, Facebook & Google Groups,
  • Answer questions relevant to your industry/product in Quora

There you have it: your beginner’s guide to lead generation with social media.

The next time someone tells you social media is all fluff and no measurable conversions, here’s what I want you to do: scowl at them for a moment, then smile knowingly and tell them you’re going to send them an article.

About the Author: Chloe Mason Gray specializes in digital marketing strategies for startups and medium-size tech companies. She currently leads the marketing team at the Big Data company Ondore. Be sure to say hi to her on Twitter. You also can follow her on Google+.

Source: Kiss Metrics

Introducing 3 New KISSmetrics Features

We are excited to announce 3 brand new features to make KISSmetrics even better and simpler to use.

1. New Cohort Report Feature: See the people in each cohort cell

see people in cohort reports

Now you can get a list of people that take a long time to engage and reach out to them. You can also analyze the people that engage constantly as power users to learn how to replicate that behavior across your user base. This enhanced feature is useful for targeting cohorts that need a reminder or promotion to get them active again.

2. New Power Report Feature: See the property value at the time the event triggered

see property value at time of event trigger

Now you can see every referrer or ad campaign for every visit for better attribution, not just the first or latest. Or see every product that was added to cart. This advanced segmentation is useful for businesses that need granular analysis of what happened at the exact moment of an event.

3. New Objective Based Reporting: Let KISSmetrics choose your report based on your objective

objective based reporting

Our customers told us that when creating a report, they didn’t know which report to create — so we listened. We spoke with businesses of all types and sizes to figure out the objectives that matter most to them and then we created our new feature, objective-based reporting.

Objective-based reporting is a helpful addition to our Reports page. Now, the Reports page has an option with a simple question — What do you want to do? — that allows our app to recommend an appropriate report based on your objective.

These new features are part of our ongoing efforts to make KISSmetrics even better and simpler to use, to let you focus on what matters the most: driving results for your business.

So go ahead and try out our new features for yourself.

Also, we’d love to hear from you! Please send your thought of this new feature to [email protected].

Source: Kiss Metrics

5 Easy Steps to Maximize Conversions From Your International Audience

Imagine you are traveling in a faraway country, outside of your comfort zone. You are enjoying the sights and sounds and smells, but you know you are a stranger in a strange land.

Then, you hear someone speaking your native language. Immediately, you turn to see who it is, and you smile, because you feel at home with this person who knows your language.

How Will Translation Help My Conversion Rate?

Our native language can affect our behavior and influence our purchasing habits. Indeed, language has been proven to affect our behavior considerably.

In research published in the Harvard Business Review, it was found that 72.1% of consumers spend most or all of their time on websites in their own language. This means that, by providing a site in only one language, you automatically are ruling out a huge potential client base.

The research also found that 72.4% of consumers would be more likely to buy a product using information in their own language. With so many products available, consumers increasingly are undertaking their own internet-based research before committing to a purchase. If your product information isn’t in their native language, chances are they won’t buy it.

In fact, 56.2% of the consumers in the study said the ability to obtain information in their own language is even more important than price. Thus, while price reduction is an obvious tactic in a competitive market, the use of language may have a bigger impact than you might think.

Another report, published by the European Commission, revealed that 90% of internet users in the EU always visited a website in their own language, when given a choice of languages. In today’s competitive world, no business can afford to ignore the possibility of adding 90% of a country’s internet users to their sales figures!

Start Small with One Language

You don’t need to do everything at once to improve your site’s conversion rate with language. Start with just one language. To identify which language is most likely to bring the highest return on investment, find out where your site’s traffic comes from, using the Audience tab in Google Analytics.

If a country that uses another language is a major traffic generator, then translating to that country’s language is the logical thing to do. You will be building on your site’s existing potential and maximizing its appeal to clients in that country.

For example, if people from France already visit your site, why not approach them in French? It will increase the likelihood that they will complete a purchase, and, as mentioned above, they might even be willing to pay extra.

If Google Analytics shows that most of your traffic comes from a country where your native language is the primary language, consider translating to a widely spoken secondary language in that country. For example, in addition to English, Spanish is widely spoken in the U.S., and French is widely spoken in Canada.

Picture1

Use Google Analytics to find out where your site’s traffic comes from.

5 Simple Steps to Improve Conversion Rate with Language

With the selected target language in hand, you probably are looking at your site and feeling intimidated. The thought of full website localization can do that to a person. However, I’m here to tell you that implementing just a few small steps can be instrumental in improving your site’s conversion rate significantly.

#1 Localize the Live Chat

Live chat is a conversion promoter in itself, as it offers a human touch in the digital sphere, and immediate support. This is essential for those clients who have a question relating to a product or service that, if unanswered by the site, might cause them to turn away.

You easily can increase the popularity of the live chat tool on your site by translating the invitation to chat into additional languages. Simply put, when people are approached in their own language, they are more likely to respond.

Some more-advanced live chat services even offer a simultaneous translation. That way, the entire chat is conducted in the client’s language, which is translated into the language of the support person on the other side. This system ensures that the client is able to receive the information they need in a clear and understandable format, delivered instantly through the live chat tool.

Localize the Live Chat

There is a simultaneous translation feature in the live chat service offered by Zopim

#2 Translate Your Site’s Most Popular Pages

Rather than translating your entire site right away, use Google Analytics to discover which of your site’s pages have the most unique views, and translate only those pages. By filtering out those pages that don’t contribute to conversion, you are left with a clear map as to which pages to translate first.

For example, many of our website’s pages are dedicated to our global team of translators. Popular as they are, they make almost no contribution to converting clients, and, thus, have little value in terms of conversion rate.

#3 Translate the Usual Suspects

If you don’t have proper analytics tracking in place, you can use another method to select the pages for which you should prioritize translation. Likely contenders include pages that provide the client with important information on products and their prices, answer the client’s questions, help to allay any uncertainties, and increase the client’s trust in the company and its products.

The pages most like to fall within these categories are:

  • Home page
  • Products and packages page
  • About us page
  • Frequently asked questions page
  • Contact us page

You also should consider translating the site’s funnel pages, where the purchase of goods or services actually takes place. However, as funnels are sometimes built in a quite complicated manner, it may not be the easiest thing to do.

#4 Adjust Prices

Providing potential clients with the option to choose their country of origin and their preferred currency can do wonders for a site’s conversion rate. Automatic recognition of a visitor’s IP address can be used to achieve this.

Then, clients will have easy access to prices in their own currency. Without this, many clients will need to go elsewhere to check the current exchange rate and calculate the site’s prices for themselves. Needless to say, many will find it easier to patronize another company’s site that already lists products in their own currency.

As well as listing prices in the client’s own currency, outlining shipping costs and any additional taxes or fees in that currency will be beneficial. Making this extra effort will ensure that the client has access to the total cost in their own currency.

asos-1

Asos has it right. Users can choose either another currency on the English site or an entirely translated version of the site.

asos-2

When I chose to move to the Italian site, the currency automatically changed to Euros.

#5 Personalize Your Email Marketing

The importance of targeting in email marketing already is crystal clear. However, many businesses fail to see the potential of going a little further and writing targeted marketing emails in the recipient’s native language.

This is perhaps the easiest and fastest step you can take when experimenting with the effect of translation on conversion rates. I encourage you to try it at least once in order to assess the impact it has on marketing email open and click-through rates.

SEO Aspects to Consider

When turning your site multilingual, some important SEO aspects must be taken into consideration, in order to keep the traffic flowing:

  1. Choosing the right web structure is essential. Possibilities include:
    1. Country level domain (www.domain.uk)
    2. Country-based sub domain (uk.domain.com)
    3. Language-based sub domain (en.domain.com)
    4. Country-based directory (www.domain.com/uk)
    5. Language-based directory (www.domain.com/en).

The biggest advantage to country level domain is that the site gains a local identity. This may help with both local search engines (google.uk) and credibility in the minds of potential clients. However, when using a directory, a site will enjoy the SEO credentials it already has.

If you do choose the country level domain option, make sure to consider using a local IP address.

  1. Not all words are born equal, so it’s important to ensure that keywords are optimized in every language. The Google AdWords Keyword Tool is a great help with languages.
  2. Bear in mind the SEO value of meta-tags as well. Site translation should ensure that all components are incorporated.
  3. Plan your marketing efforts for the newly translated content. SEO promotion has different norms in every country, so make sure to conduct your research. The best approach is to consult local experts regarding content marketing, link building, and social media tactics in each country.

For those looking to dig deeper into this aspect of site translation, I would highly recommend Gianluca Fiorelli’s article on International SEO.

Conclusion

Using a potential client’s native language can help the user feel at home when traveling to your website. Your brand and products instantly become more familiar, even before he or she reads anything about what you have to say (or sell).

Why not choose one step from the list above and give it a try today? I’ll be happy to hear about your experiences and results. Good Luck!

About the Author: Gal Nissani is the Marketing Manager of Tomedes Smart Human Translations, a global company that provides translation and localization services to major Fortune 500 companies, international enterprises, and small businesses. You can contact her on Linkedin.

Source: Kiss Metrics

How to NOT Repeat Your Last Massive Marketing Failure

On the KISSmetrics blog we talk a lot about marketing wins. And we should––we’re all about sharing tips and tricks, hacks and tactics so that we can learn from one another and help one another be awesome at what we do.

But no matter how much we study up on the latest developments in digital marketing, how much we A/B test and how many of the classic marketing texts we read, at one point or another we’re going to try something that just doesn’t work.

Recently, I launched a mini marketing campaign that was a pretty massive fail. It makes me cringe to write that here, but, well, it’s true. And when I saw the numbers I knew exactly why it was failing. I had neglected to do several key things any good digital marketer should swear by before launching a campaign.

So, after licking my wounds for a bit, I decided to write down the main lessons I learned from my failed campaign so that I don’t make the same mistakes twice. And I want to share them with you so that as you try new things, push yourself to be a better marketer and at the same time tackle daily stresses and distractions, you can be sure not to make them, either.

1. Think hard about whether your campaign will appeal to your audience

Don’t let yourself or your team get swept away by what seems to be a really great, cool idea. You know what I mean: you’re all sitting around a table bouncing ideas off one another, and then someone proposes something that sounds totally cool, and everyone says, “Yeah! Let’s do that”, and they get to work.

Maybe that idea is truly totally cool and will bring great results. But before diving in take a moment to think hard about whether this is something that will appeal to your audience or simply an idea that sounds good.

How? Use Ramit Sethi’s five minute straightjacket technique to get inside your customer’s head.

Close your laptop, turn off your cell phone and shut your eyes. Imagine you are your target customer. For example, you are a 25-year-old female making about $65,000 a year. You are health conscious––you go to the gym four to six times a week––and you like to eat organic foods. Then imagine coming into contact with your marketing campaign. Let’s say it’s a piece of content in your Facebook news feed. Ask yourself, would I respond to this? Would I like and share it? Does it inspire me or touch my emotional center in some way?

If your answer is yes, then you might be on to something.

2. Better Yet, Test Your Idea

Getting inside your customer’s head is a great start, but if you want to be even more sure that your campaign will work then find a way to test your idea.

Let’s say you’re launching a content series to promote an event on Facebook. First, publish a piece of content that is similar to what you have in mind and see what happens. Does it generate engagement? If not, you just saved yourself a ton of time, money and disappointment.

Maybe you want to do an email marketing campaign educating your audience on a topic related to your business. Before doing that, write a blog post on that topic to see if your community gets excited about it, or host a quick Q&A Google Hangout and invite people to talk to you about the topic. This way, you validate your idea before diving in headfirst.

3. Remember: Good Artists Copy, But Great Artists Steal

There’s nothing wrong with taking inspiration from what other brands are doing online. Why not watch and learn from the best? I have an interest list on Facebook called “Social Media Rockstars” that I use to follow brands that are doing amazing things in social media and get ideas for my own content.

However, don’t assume that just because a certain style or concept worked for one company it will work for yours, even if you have a similar target audience. This is where the famous line “good artists copy, but great artists steal” comes in handy. If you simply copy another brand’s concept or style, it’s very likely that it will fall flat for your audience. Why? Because copying often feels inauthentic and forced, and because when you copy something you tend to neglect the nuances of your brand, audience and strategy.

(Note: I’m not talking about plagiarism! I mean copying by mimicking the campaign, content or style of another brand without evolving the idea to make it unique to your brand.)

On the other hand, when you steal an idea or technique, you appropriate it and truly make it your own. You take what makes it incredible and adapt it to fit your marketing strategy.

So, steal other people’s brilliant marketing ideas, don’t copy them.

4. Be Strategic About Which Channels You Use To Promote Your Campaign

It can be tempting to put your marketing campaign in as many channels as possible in order to give it maximum visibility: email, Facebook, Twitter, Google+, your blog, etc. Don’t do this! Instead, make sure the campaign belongs in each channel. In other words, make sure that you can adapt the content of your campaign to fit each channel you are considering so that it seems natural and genuine rather than forced. If not, don’t put it there.

In my case, I had a general idea of what I wanted to get out of my campaign (event signups), but I didn’t take the time to clarify how each channel would give me what I wanted. The result? The format worked okay in one channel, but it didn’t translate well to another social channel in which I was promoting the same campaign.

The lesson here is: Before launching a campaign create a sample piece of content for each channel you want to utilize and publish it on a test account. Be really critical while doing this; if it becomes clear that a certain channel won’t work––perhaps because the format feels awkward or the overall tone and style of that channel doesn’t jive with what you have in mind––then leave that channel out.

5. Be Clear About How You Will Measure Success

While planning your campaign, make sure you are clear on exactly what you want to achieve and how each channel you plan to utilize will help you meet those objectives. If not, your campaign runs the risk of appearing jumbled to your audience and being difficult to measure for your company.

For any campaign you design, start by writing down your overall objectives. These can be general, like “event inscriptions”, “email signups”, “e-book downloads”, etc. Then get more specific with SMART goals, such as “Sell 20 tickets for our workshop using a mix of Twitter, Facebook and LinkedIn before March 28th” or “Get 80 e-book downloads in two weeks”.

Once you’ve identified your overall objectives and SMART goals, determine exactly how you are going to measure each one. What metrics will tell you if you are meeting your goals? Sometimes your SMART goal makes this immediately obvious, and sometimes you need to do a bit more planning.

But don’t just jot down metrics like “e-book downloads” or “mailing list subscribers” and move on. Make sure you can measure the success of each and every channel you plan to use with a metric that relates directly to your goals/objectives. Mapping this out helps you with lesson #4 as you’ll quickly notice if a specific channel is not going to help you meet your objectives.

Finally, identify which tools you will use to obtain each metric and set up any necessary Google Analytics profiles, views, filters, goals, UTM parameters, smart lists, etc.

Just so we’re all really clear here, your goals and metrics map should tell you:

  • General objectives
  • SMART goals
  • Key metrics that will tell you if you’re meeting your objectives/goals, and confirmation that you can track them in every channel you plan to promote your campaign
  • What tool you will use to obtain each metric

This lesson might seem obvious, but when you’re facing a tight deadline, a pushy client, an over-eager boss or when you’re feeling confident, it’s often the first one to get pushed to the side.

Failure is a natural part of learning and mastering your craft. In fact, I don’t trust anyone who says they’ve never messed up big time. The key to being good at failing—whether at marketing, your relationships or a hobby—is to internalize the lessons you learn from your screw-ups and apply them to your future endeavors.

You can even keep a running list of mistakes you’ve made in the various categories of your life (right now, I have a list for mistakes I made while setting up our company website, another one for general marketing mistakes and a folder for emails I sent that got no response). Documenting where you go wrong is a huge help when it comes to not repeating mistakes.

Remember:

“You can never make the same mistake twice because the second time you make it, it’s not a mistake. It’s a choice.” –– Steven Denn

Let’s get your list started. What has been your biggest marketing fail, and what lessons did it teach you?

About the Author: Chloe Mason Gray specializes in digital marketing strategies for startups and medium-size tech companies. She currently leads the marketing team at the Big Data company Ondore. Be sure to say hi to her on Twitter. You also can follow her on Google+.

Source: Kiss Metrics

50+ Google Analytics Resources – The 2014 Edition

Google Analytics is one of the best free data analysis tools on the web. But having this powerful tool at your disposal is irrelevant if you don’t know how to harness its potential. People say you can’t teach an old dog new tricks, but whether you’re a beginner at analytics or an expert, there is untapped wisdom in the posts below.

For Beginners

These posts should guide you through getting Google Analytics set up and getting started.

  1. The Complete Guide to Setting up Google Analytics – This post is an opportunity to identify what code you’ll need, the account structure, and various other things necessary to get set up successfully.
  2. Beginner’s Guide to Google Analytics – This three-part series delves into setting up your account (part 1), setting up goals (part 2), and measuring visitor interaction (part 3).
  3. Google Analytics Tutorial for Beginners 2014 – Video guide on how to navigate the Google Analytics interface and use certain features.
  4. A Guide to Getting Started with Analytics – Goes into detail about how to understand what your traffic is doing and which trends to watch.

Data Segmentation

The ability to segment data is one of the most important aspects of Google Analytics. It will allow you to compare data and make judgments.

  1. 16 Google Analytics Advanced Segments Tips – A combination of different segments you can apply to your analytics data to get insight. Examples include segmenting based on which type of traffic spends the most or which type of traffic bounces immediately.
  2. Segment Average Visit Duration in Analytics – See how you can get a better view of what average visitor duration means by segmenting your traffic.
  3. Google Analytics: Tracking Demographics of Ecommerce Visitors – A blog post on how to get demographic reports and how to analyze this data.
  4. Calculating the ROI of Your Marketing Channels – Shows you how to capture campaign data to calculate your return on investment and ad spending.

Small Business Analytics

Every small business needs to know how to measure ROI from digital channels. These guides should make that a little easier.

  1. Web Analytics Guide For Small & Medium Sized Businesses – Breaks down exactly what things a small/medium sized business owner should be looking at. Tells you how to install the code, how to define business objectives, set up goal tracking, understand which channels are working, and how to report on all of it.
  2. The Small Business Guide to Google Analytics – This fantastic mini-site is a mix between an infographic and a blog post. It goes over all the simplicities a small business owner needs to understand.
  3. Understanding Web Analytics: Small Business Guide – Goes into details around the basic stats but gives a good introduction to the main sections of Google Analytics.
  4. 5 Google Analytics features for Business Owners – Looks at the features small business owners should be paying the most attention to.
  5. How to Track Anything with Google Analytics – Learn to track the most basic of things from outbound links to email sign ups.

Universal Analytics

Universal Analytics is a fairly new topic but one that (if fully understood) can provide business insight to impact the bottom line.

  1. Complete Guide To Universal Analytics – Should you switch to Universal Analytics? This article aims to give a hint at whether you should and how to set it up successfully.
  2. Universal Analytics: The Benefits and How to Upgrade – An infographic on the benefits of Universal Analytics, what it brings to the table, and things you should be aware of (such as making sure your remarketing programs support Universal Analytics).
  3. Advanced Content Tracking with Universal Analytics – Ever wondered whether your readers are actually reading? Well, you’ll be able to find out with this JavaScript code. It allows you to see how far they’re getting and will surely be useful with Universal Analytics.

Analytics for Conversion Rate Optimization

Conversion rate optimization is a hot topic and one that often is used in conjunction with Google Analytics. Understand how to comprehend key features and how to run a split test, and you should be well on your way to gaining conversion uplift.

  1. Building Your Marketing Funnel with Google Analytics – Having trouble understanding which marketing channels are working best? Read this guide on how to segment your data with Google Analytics and discover opportunities for growth.
  2. Tracking Product Journey from Carting to Purchasing – If you own an e-commerce website, then this PDF guide is a must read. It will tell you exactly what you’ll need to track, from conversion rate to whether someone has removed an item from their cart.
  3. A Guide to Measuring Split Tests in Google Analytics – A guide on implementing your split testing strategy and continual analysis through Google Analytics.

Reporting and Excel

If you work agency side, then reporting will be a large factor in maintaining your relationship with your client/boss. Brush up on the articles below to see how you can get even more value from your weekly/monthly reporting.

  1. 10 Optimization Experts Share Their Favorite Google Analytics Reports – Ten experts chime in on their best reports for conversion within Google Analytics. Even if you use just one report, it would be worth your time to read it.
  2. 21 Real-World Examples Of Concatenating Marketing Data In Excel – Concatenating often is an under-utilized but powerful command within Excel. Annie from Annielytics provides 21 examples of using this command effectively.

Goal Tracking

Goal tracking is one of the first things you should aim to do on any website once you’ve defined your business objectives. Read the guides below to understand why it’s important and how to do it.

  1. Guide To: Goals And Funnels In Google Analytics – Goals are fundamental to tracking your website’s success. This guide will demonstrate how to set up goal tracking and gives examples of what you should consider tracking.
  2. Why to Define Macro and Micro Goals – Understanding the difference between macro and micro goals is very important and will help greatly when setting up goals.

Advanced Guides

This section goes into the deeper elements of Google Analytics and some of the more obscure/complicated topics that are fairly new to the industry.

  1. The Ultimate Guide to Google Analytics Profile Filters – A guide on using filters to maximum effect. Includes ways to filter your own IP data, or only track certain metrics.
  2. Analyze Organic Search Engine Marketing with Analytics & GWMT – Advice from the official Google Analytics blog on how to measure the effectiveness of search engine marketing.
  3. 6 New Google Analytics Features – A list of six new features that Google Analytics has introduced that will impact how you view your data.
  4. Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models – Goes into detail about the various types of attribution models and how to best apply them to your marketing efforts.
  5. The Full Guide to Remarketing in Google Analytics and AdWords – Remarketing has been a hot topic for a while now but has had little transparency about how to do it right. This guide shows you which tracking code to implement and other steps needed to get you up and running.
  6. (Provided): 10 Ways to Prove SEO Value in Google Analytics – Ever wondered how you can get around the not provided issue? Well, this guide gives you ten bite-size ideas on the best way to prove SEO value from Google Analytics.
  7. Google Analytics Social Tracking – Twitter, Facebook, Google Plus & Linkedin – Shows you the code you’ll need to really understand your social impact within Google Analytics. It will show which social buttons were used most frequently and will be useful for monthly reporting.
  8. Understanding Google Analytics: A Simple Guide to Advanced Terms – Great opportunity often lies within understanding the complexities of Google Analytics. Learn how to utilize filters, intelligence events, and custom dashboards within this post.
  9. Google Analytics for Ecommerce – Justin Cutroni from Google tells you how to set up e-commerce tracking, how to analyze data and report, and includes a few more advanced subjects such as cohort analysis.
  10. 7 things to consider before blindly choosing Google Tag Manager – Thinking of jumping straight into using Google tag manager? Well, before you do, consider reading this article as it details both the pros and cons of the application.

Google Analytics Exam

If you want to be seen as more credible within the industry, then an official Google Analytics certificate can come in handy.

  1. Google Analytics Test – This is a super test aimed at helping you pass the individual analytics qualification. With over 200 questions, there is plenty of opportunity to learn and develop.
  2. Analytics Academy by Google – If you’re serious about learning analytics, then the official learning resource center of Google is a good place to start. With video tutorials and a mock assessment at the end of each module, you’ll be able to track progress and note areas where you need to improve.

Tips, Tricks, and Tools

There always are cool things you can do with data. Some of the tips, tricks, and tools below should inspire your creativity.

  1. Periodic Table of Google Analytics -Want to know the meanings of terms used in Google Analytics? Then read this handy periodic table of Google Analytics terms. You won’t regret it.
  2. Analytics Woman Chrome Extension – This might not help you immensely with Google Analytics, but it sure will take out the boredom of the Google Analytics start screen. You have the option to change the picture to something a bit more obscure.
  3. The Customer Journey to Online Purchase – Every good marketer understands that each industry’s customers react differently to various channels. This tool from Google allows you to segment by industry and gives insight into how each channel influences decisions in the purchasing process.
  4. “Not Provided” Keywords Estimator – This free tool from Digivate is used by many digital agencies to estimate what their client’s brand and non-brand traffic is. A very useful tool which always should be used when working with large brands.
  5. Top 24 Google Analytics Tips, Hacks & Automations – Luna Metrics is known to be one of the leading analytics companies. In this post, they link out to 24 of their best analytics articles.
  6. 13 Free Google Analytics Tools To Use Everyday – There is no doubt that tools can save you a lot of time and help you get to the important details. Read this to get a sense of what you could be missing out on.
  7. The Best Google Analytics Tips & Tricks for 2014 – Having an array of experts give their opinions on the latest tips and tricks will go down well in any industry. Get an idea of where Google Analytics is heading in the future with this post.
  8. 10 Actionable Google Analytics Tips – Having tips is nice, but having actionable ones is even better. Find out how to keep tabs on 404 error pages or even plot multiple rows of data.
  9. A New Method to Track Keyword Ranking using Google Analytics – This post is quite technical, and the method may require a developer to implement, but it sure is worthwhile if you set it up properly.
  10. How Call Tracking with Google Analytics Increases Your Profits – If you run a service-based business that relies on calls coming in to close sales leads, then this post could prove to be invaluable.

Expert Analytics Blogs

The best way to become the best is to learn from the best. The blogs below are compiled by experts that have years of experience in analytics and can teach you more than a trick or two.

  1. KISSmetrics Google Analytics Blog Posts – Read up on what KISSmetrics has produced over the years around Google Analytics and you’re sure to come away with something valuable.
  2. Online Behavior Analytics Blog – A blog dedicated to marketing analysis and optimization. Also has a video section if you’re more of a visual learner.
  3. Occam’s Razor – Avinash Kaushik has contributed a lot of thought leadership to the analytics industry over the years. Give his blog a read, but be sure to have a notepad next to you.
  4. Official Google Analytics Blog – The official Google Analytics blog is the first place you’ll find out about recent updates to the interface or a new feature being rolled out.
  5. Justin Cutroni’s Blog – Justin is an analytics evangelist at Google and produces some really insightful posts. Some may be a bit technical, but by the end, you’ll be wondering what Google Analytics can’t do.

Books

As well as blogs, books are another medium for learning. The two books we recommend below are written by well-respected authors within this industry. Well worth the investment.

  1. Web Analytics 2.0 (Avinash Kaushik) – This book has been cited by many industry experts as being one to read. It ties in all aspects of analytics and makes advanced principles easier to understand.
  2. Advanced Web Metrics with Google Analytics (Brian Clifton) – A book produced by another respected figure (Brian Clifton). Read this to increase your depth of knowledge in more of the advanced metrics.

About the Author: Ted Parry works in the search department of an award winning digital marketing agency in the UK. He blogs over at http://www.digiresults.co.uk/ where he also offers SEO services to small businesses. If you’re a new business or one that’s never done SEO before, he might just offer you a free consultation or web audit. You can follow him on Twitter or add him on Linkedin.

Source: Kiss Metrics

How to Humanize Your E-commerce Business with Personalized Messages

“Always deliver more than expected” – Larry Page

E-commerce websites are no exception to this working law. In fact, e-commerce is one of the least forgiving areas if you simply meet basic requirements. Elements such as site speed, design, positioning, pricing, categorization, and SEO are vital for efficiency and success.

Fortunately, there are many themes and third-party tools available now that handle most of the basic requirements right out of the box. This gives us more time to invest in maximizing each area of e-commerce.

Today, we’re going to focus on humanized branding with personalized messages and creative content. The following examples show us how to be more than just a store front by going above the basic requirements of RSS promotion or Facebook Offers.

Ditch Propaganda for a Voice

One of the primary shared goals of marketing and branding on social media channels and email campaigns is to befriend visitors and customers.

It’s an idea that has been preached for years but remains minimal in practice. This may be summarized best with a question from our higher-ups, “What’s the ROI of a cat meme?” That’s not to say all of our friends share cat memes, but the general idea is an e-commerce website can share the same content our friends would share, such as:

  • Humorous articles and pictures
  • Opinions on news, pop culture, and society
  • Memes
  • General questions about life
  • Insightful quotes, images, and recommendations

The larger the brand, the more limited the content. We’re not going to see Macy’s tweeting about marijuana legalization, although Ben & Jerry’s will be all over it:

ben-and-jerrys-marijuana-tweet

If you know the history of Ben Cohen and Jerry Greenfield, you realize this is almost as expected as Puma tweeting about track runners or Home Depot pioneering a philanthropic campaign to support forest fire fighters.

The magic of humanized marketing happens when the message influences us to go to a site.

How do we differentiate humanized marketing from strict propaganda?

Let’s take a look at two email promos Amazon sent me:

Example 1: Strict propaganda

amazon-email

I have expressed zero interest in mattresses, making this a blanket propaganda email around Presidents’ Day promotions. This is poor email marketing. I have no attachment to this email, no connection is made, and it goes straight to the trash.

Example 2: Humanized and tailored marketing

amazon-tailored-product-email

After I built a computer, Amazon sent me personalized recommendations, making the products relevant. I immediately clicked through to confirm the above deal.

For an e-commerce site, this is as “close to a friend” as it gets.

The conversation goes like this: “Hey Jesse, I saw you bought a HDD a few weeks ago. I just wanted to let you know they’re on sale again.” With eight open slots, I have plenty of room for more HDDs or SDDs, so grabbing them when they’re on sale is a great opportunity.

Say Thank You in More than One Way

After ordering the classic Timberland boots last year, I received a card/coupon a week after the boots arrived. It was beautifully designed and thanked me for the recent order. Also, it included a code to enter for a pair of free wool socks.

This is the only brand I’ve encountered (aside from Bodybuilding.com) that has sent physical thank you cards and rewards.

Build Friendships

A few months ago, I purchased a standard workout stack from Bodybuilding.com. Two days after the expected delivery date, I was still waiting. I opened up the live chat on Bodybuilding.com to inquire about the delayed delivery. The representative I spoke with was named Jabbin’ Jimmy. In less than three minutes, he solved the problem and confirmed a quick and updated delivery date. I left a positive review. A week after getting the order, I found a handwritten thank you card from none other than Jabbin’ Jimmy.

Both Timberland and Bodybuilding could have processed these orders and made their money. I already was a customer. But their humanized follow-ups have me poised to become a long-term customer. I think of quality, service, and friendliness when interacting with these brands.

Tailor Content for Your Friends

Sticking with Bodybuilding, they sometimes send an email featuring articles reminiscent of the BuzzFeed/list style, tailored to their demographic:

bodybuilding-email

When I received the email above, I quickly tapped through to read the lifestyle tips. That was their goal. I was on their site. And, even though I was reading an article, it was on an e-commerce platform. Deals and recommendations were set in place, ready to hook me at any given point.

Is tailored content a requirement for an e-commerce site to be successful? No.

But tailored content has a variety of benefits:

  • Improves brand image and industry authority
  • Expands added value for websites
  • Increases time on site
  • Increases social shares and cross-promotional content
  • Increases visits and leads
  • Widens competition gap
  • Decreases cost and intrusiveness of advertising

While list articles remain one of the most popular article formats, tailored content may come in different shapes and sizes.

For example, the Puma homepage features a slide of tailored media:

creative-puma-home-page

We have two options: to shop, or to watch a film.

To those unfamiliar with soccer or even Puma’s products, this featured media naturally would be confusing if there weren’t an accompanying film.

If we break down the marketing campaign at play, we’ll see how calculated this message really is.

First of all, Puma has a sponsorship with A.C. Milan (the Italian national football team), which Mario Balotelli plays for as a forward. Mario Balotelli is a rather controversial player, for his mix of remarkable skill and off-the-field activities (such as starting an accidental fire in his apartment by setting off fireworks inside). This controversy and prestige make him one of the most “social” players, meaning that (both in offline and online realms) he’s a popular topic of discussion.

The film itself is an advertorial of sorts about their new cleats, evoPOWER. This is primarily an advertising campaign, but the message is targeted and personalized to soccer fans.

After experiencing this media, we may forget we’re on an e-commerce website. That’s the magic. If we yearn for this experience or want it to continue, we have to grab a pair of advertised cleats.

Customize Advertising Around Holidays

Almost every e-commerce site, large and small, customizes deals around holidays. It’s a tried and true tactic that arguably has become a basic requirement.

Let’s see how some of the brands out there maximize Presidents’ Day.

Can you guess which e-commerce site this is?

walmart-president-day-sale

Looks pretty bland, doesn’t it?

There are three random red stars, four random product categories, and dull propaganda saying “Celebrate with big savings.” It’s Wal-Mart.

This is an example of simply meeting basic requirements. It even feels like a rush job, as if they forgot it was Presidents’ Day and wrote some quick CSS to entice visitors. It’s not humanized because we have no connection to it. There’s nothing relevant to us, there’s only: “Savings! We have them!”

Okay, on to the next one.

Can you guess this brand?

macys-president-day-sale

There’s a lot more attention to the sale, and they have at least created urgency by telling us the sale will end soon. In terms of regular marketing, this is doing a much better job than Wal-Mart, but it’s still not humanized. This example is from Macy’s.

All right, on to the final example. This is in the form of an email from Betabrand:

betabrand-email

Jackpot. The messages are humanized, the savings are clear, and the media is tailored. I even shared this snapshot with my friends on Facebook. The penny never did President Lincoln justice anyway.

Betabrand creatively combined Valentine’s Day marketing with the Presidents’ Day sale, dubbed the “Most Romantic Presidents’ Day Sale Ever.”

Out of the three Presidents’ Day sale advertisements, which one made you smile, laugh, or even just raise an eyebrow?

This is the clear difference between a propaganda-rich RSS feed and humanized marketing.

Use Facebook to Improve the Chance of Conversion

Earlier, we wondered what exactly is the ROI of a meme?

Even though humor and hot topics are suitable for Facebook, are they really a gateway to product sales for e-commerce sites, or do they just keep visitors browsing around their news feed?

Let’s find out.

I inquired about social conversions for Havahart, which regularly posts tailored content on Facebook like this:

havahart-valentine-facebook

With over 200 likes and 140 shares, the engagement surely is a success. In terms of branding and advertising, this is exemplary Facebook material:

  • The media is relevant to the brand (animals)
  • The media is timely (holiday)
  • The media is unique (customized for Valentine’s Day)

But, is the picture going to be solely responsible for a sale? The response I received points out that, collectively, these posts (mixed with deals, trivia, and related media) increase the chance of conversion.

Are there other e-commerce brands doing this successfully?

funny-victor-pest-facebook

In this example, from the well-known Victor Pest, we’ll notice similar themes in meme humor. This solidifies the model of classic Facebook posts: humorous memes with relevant ties to the brand (the cat and mouse duo for a rodent and pest control company).

Also, these memes can create lead paths:

facebook-meme-lead-path

Memes tend to get more Likes, shares and tweets than promotions. However, they usually convert less than promotions. This relationship can reverse if the meme engagement is exceptionally high.

These are free and take little time to create. While promo budgets are used on deal/discount posts, memes have a higher chance of natural engagement. We subconsciously think of the brand while consciously enjoying the humor. The subconscious element sticks with us, just like receiving a free pair of socks or a personal, handwritten thank you card.

That’s what makes humanized marketing with personalized messages a powerful campaign for e-commerce websites.

Takeaways

The various forms of content and creative branding transform dull web stores into vibrant and engaging portals.

We’ve covered several clever and not-so-clever examples of marketing for e-commerce websites. These are the vital points we can apply to our future campaigns and strategies:

  • Give customer service teams the knowledge and skills to create and send personalized messages to shoppers in order to help cultivate highly valued long-term customers.
  • Create and post content similar to what a friend would post for ideal humanized Facebook marketing. It doesn’t have to be super-controversial like supporting a political stance, but it can be humorous, relevant, and timely with creative memes.
  • Take advantage of holiday themes by putting a unique brand spin on them. Don’t just churn the same propaganda as competitors. Make the media worthy of being shared.
  • Determine your average CLV (customer lifetime value). As an e-commerce business, you may have low-priced products you can mass produce and send as free gifts to customers who are close to becoming long term. Use this tactic to cultivate more long-term customers by making the gift relevant to the products they purchase (i.e., boots + socks or beds + pillow cases).

In your experience, which e-commerce site/brand has really rocked humanized marketing? Did any of them send you handwritten cards?

About the Author: Jesse Aaron is a community manager at WebpageFX and writes on a variety of topics on his blog Mashbout. Follow Jesse on Google Plus.

Source: Kiss Metrics

How to Not Blow $10,000 on Google AdWords – Part 2

A lot of us are scared of Google AdWords. We’re given a large budget to work with, but we’re afraid that in a matter of days, thousands of dollars will get spent with little to no results. This video series is to help you build confidence in yourself before you pull the trigger on your next AdWords campaign.

[youtube http://www.youtube.com/watch?v=sgnRsX6hfMI&w=520&h=293]

Additional Resources

Source: Kiss Metrics

Some Ecommerce Channels Aren’t Meant to Close Sales

Imagine the following scenario:

Your company launches a new line of products, you send all of your customers an email, and you ask them to check it out.

One of your customers – let’s call her Alex – is on the bus, on her way to work, as she receives and opens the email. She clicks on the great call to action that you placed in the email and lands on the mobile version of your website. After browsing through the products, she finds one she’d like to purchase, and adds it to her cart.

Since she doesn’t want to make a rash decision, she puts her phone back into her pocket, and gets on with her day.

After she gets home at night, she logs on to your main website – this time from the comfort of her own couch – and browses through your products, adds a few more items to her cart, and finally purchases. She’s happy with her purchase and can’t wait to receive the products she bought.

In this scenario, a few things would happen to the KPIs of most e-commerce companies:

  • The main website’s conversion rate would look better during the day of the campaign, since some customers like Alex logged on to it directly to purchase.
  • The conversion would be attributed to the “direct” (also known as organic) channel, since that’s the last channel the customer came in from.
  • The conversion rate of the mobile website wouldn’t increase as much as that of the main website because, while the visit was driven by an email on the mobile web, Alex didn’t purchase a product on it.

All of those metrics, as great as they are, give you a view of pieces of the fairly complex purchasing process of your customers. You should be striving for a more holistic view in which you understand what you’re optimizing for, track across all channels, and define the purpose of each channel (in the purchasing cycle) in order to maximize your marketing and development efforts.

the role of the assist in ecommerce

A holistic view of customers’ purchasing cycle.

Understand What You’re Optimizing For

As marketers, our mindset is to optimize for conversion. That’s the one metric that matters to us every day within each channel. Mobile marketers look at their conversion rates, and web marketers look at theirs.

In fact, if a marketer owned the mobile web channel, they would want Alex to purchase right away when she was on the bus, because that’s the metric they’re trying to move.

Although Alex never made a purchase on mobile web, she still ultimately made a purchase, added other items to her cart, and spent more time experiencing your brand through multiple channels, which is better for the overall business.

Although there’s nothing wrong with making sure the conversion experience is optimized within one channel, not every channel is meant to be a closer. A customer’s purchasing journey is beyond just one channel, and in order to truly optimize the process, a holistic view is needed, as some channels are meant to only assist in the conversion process.

Teams need to come together to track the right things across all channels, and understand the conversion better.

Track across Channels and Platforms

In order to understand the purchasing process of your customers, you should be looking at their behavior across multiple channels. It’s paramount to track all touch-points with your customers using tools like Google Analytics, KISSmetrics, and the like.

You should always remember that each touch-point is in a different context for the customer, both in terms of their lifecycle with your brand (first time purchaser, loyal customer, etc.) and their intentions (opening up an email on the bus to see what’s going on, looking for inspiration on an app while walking to work, etc.).

Here are some tips to help you with tracking across all channels and platforms:

Use One Account for All Tracking

If you don’t have the manpower to build your own analytics tools (let’s face it, you’re a startup and you probably don’t), then you have to take advantage of the tools that already exist. For example, in Google Analytics, you can use one profile for your website and different views for your subdomains to take advantage of the Assisted Conversion section of the tool. (Read more here.)

Use Concise and Structured Language.

For tracking events, use concise and structured language. For example, “add to cart” should be the same across each platform and channel. This is especially important if you have a mobile website that has a different codebase.

Define the Purpose of Each Channel

On the aggregate, each channel might have a different role in the purchasing process. It’s crucial to understand the purpose of each channel and define the right KPIs in your organization.

In order to evaluate if a channel is an assist channel, you can check if its percentage of assisted conversions is more than 30-40% of total conversions (assisted + unassisted). It’s a great indicator of whether a channel is meant to be less of a closer, and more of an assister.

For example, at Frank & Oak, we’ve seen that some of our channels, such as mobile web, are great assist channels (high percentage of assisted conversions). Mobile web is the first destination from our email marketing efforts, and customers use the platform to browse products they will purchase later.

If you find that some of your channels are assist channels like ours, here are a few KPIs that are useful to track for assist channels:

ŸNumber of Assisted Conversions + Number of Unassisted Conversions – This is the total number of conversions a channel has assisted in, combined with normal conversions. It’s a high-level metric that will help you track the performance of the channel over time.

ŸNumber of Assisted Conversions – This is the number of conversions a channel has assisted in. It’s a good metric to track as you experiment with providing different information to your customers and running different campaigns.

ŸAdd-to-Cart Rate – If you remember our scenario, Alex added to her cart on one channel and finished her purchase on another. The add-to-cart rate usually is slightly higher on an assist channel, and you should attempt to optimize that experience as much as possible. This metric will help you track and measure your progress.

Closing Remarks

With a little extra discipline and teamwork, you can come together (as web marketers, mobile marketers, email marketers, etc.) to better understand the multi-channel customers who so graciously purchase from your stores every day, and optimize their experience.

Remember:

The whole is greater than the sum of its parts.” ~ Aristotle

About the author

Nima Gardideh is the Mobile Product Manager at Frank & Oak, a menswear retailer. He also blogs about mobile, product management, and general e-commerce on his blog here.

Source: Kiss Metrics

Three Tips For Turning Your Hobby (Or Info-Product) Into A Long-Lasting, Money-Making Business

It all started as a result of schoolteacher Lori Lange looking for a way to stay home with her son.

Famous in her circle of friends for organizing themed dinner parties, Lori was continually being asked to share her recipes …

So she decided to start a food and entertainment blog where she posts recipes, party ideas, cooking experiences, diet suggestions and more.

Now ten years later, her recipegirl.com site gets as many as 1.8 million page views per month and earned her a subscription list of 24,000 people.

She’s also published a collection of recipes in “The Recipe Girl Cookbook,” has large companies such as Kraft and Gold Medal hiring her to develop recipes with their products, and gotten the opportunity to travel, doing tours such as a cheese-tasting tour of Europe and a culinary tour in Mexico.

“I’m making more than I ever would have teaching and I have the ability to travel, live where I want and do what I love, ” she says.

Sounds ideal doesn’t it? Making more than you ever thought possible…doing something you love…and having the freedom to do what you want, where you want and when you want.

It’s okay if recipes aren’t your thing. You can develop information products and resources about anything. About your business. About a hobby you love. About a subject you know a lot about.

The thing is…there must be thousands of recipe sites on the Internet. And I imagine many have come and gone in the ten years Lori’s has been around. Truth be told, whatever your topic or interest is, there’s a chance that other people are writing about it and making money.

So what makes a site like Lori’s build a substantial subscriber list and still be going strong ten years later?

Here are three things “Recipe Girl” does well tthat will help you create better information products…no matter what the format your info-product takes (books, webinars, speaking, coaching etc.)

1) Deliver a unique hook. All of Lori’s recipes are personally created or adapted from other recipes. Plus she tries not to use canned or processed foods. The unique hook for GKIC info-products is that we deliver real secrets without the B.S. and show what real made-from-scratch millionaires have done (and are doing) to make money rather than showing things based on theory.

When creating your info-product, what makes your product stand out? What is your philosophy that you consistently present that makes you unique?

2) Make the reader feel like they can do it. Lori talks about recipes her 12 year old creates and tells people how easy her recipes are to make. It’s about more than delivering great content. If people feel they can’t do what you present—that it’s too hard, they’re not smart enough, etc., then you’ll lose them. You must help them feel that they can do whatever it is you are presenting.

What can you do to instill confidence in your customers to make them feel they will be successful at whatever you are trying to teach him or her?

3) Create rapport. Lori doesn’t just share recipes. She talks about her personal life—like an exercise challenge she took and what her family was doing while trying one of her recipes. For instance, she talks about all the cold weather the country is having and how a nice hot bowl of soup warms you up…and enjoying it with her family while they watch the Olympics together. While these aren’t overly personal things, they are things that her audience can relate to…and makes them feel they have things in common with her.

The make-up of your ideal target audience will help determine things you might want to talk about. For example, if I know I have a lot of animal lovers then I might share pet stories. If I am targeting wealthy baby boomers, I might talk about travel experiences.

How will you tie in personal stories or information to your info-product to make the reader feel more connected to you?

Take time this week to see if your newsletter, teleseminar and other info-products do all three of these. If not, spend some time making a plan to incorporate them. This will make your information more interesting to consume, improve your results, and create a much stronger bond with your customers—helping to keep them around for a long, long time, just like Lori’s readers have.

*What’s Hot at GKIC This Week—Available ONLY through February 24, 2014* Do you have a hobby you’d like to turn into a money-making business? Or do you currently offer info-products, but haven’t had a lot of luck attracting eager buyers? If so, then I have some good news for you.

This weekend only, you’ll can get Dave Dee’s killer four-hour training that takes you step-by-step through how to create your own info-product FREE when you invest in Dan Kennedy’s Info-Product Recipe. It’s the perfect combination with Dave’s foolproof method and Dan’s recipe that gives you his closely guarded secrets and never before disclosed ingredients to creating information products that continue to sell year after year after year.

And while you will still be able to get Dan’s Info-Product Recipe after this weekend, Dave’s training is not for sale anywhere and will be locked away in the GKIC vault after midnight on Monday, February 24, 2014. So you’ll have to hurry. For more information or to get your copy, visit www.gkic.com/inforecipe or click here now.

Source: Dan Kennedy 2

8 Tips For Maximizing Referrals In Your Business Or Professional Practice

In your February 2014 No B.S. Marketing Letter (available by clicking here for members, FREE Trial For Non-Members), I mentioned that my family couldn’t stop talking about how nice the people from Cambria (the producer of custom counter tops we ordered) were.

While I was giving you an example of Outrageous Advertising, I think it’s important to note that my family and I don’t tend to talk about products or service that just meets our expectations. We only talk about the kind that either fails to meet or significantly exceeds our expectations.

As I said, my family told no less than 15 people within 10 days of their experience with Cambria. Had Cambria not gone the extra mile and had they just received adequate or good customer service, they probably wouldn’t have told anyone about Cambria.

What about you? When do you talk about businesses or professional services?

If you’re like most people, it’s only when customer service dramatically impresses or exceeds your expectations that you begin to create word-of-mouth advertising and referrals.

Conversely, service has to be really bad before you starting warning people to avoid a company at all costs.

The thing is, often it only takes one or two “little touches” to create exceptional service.

Some examples, the Omni Hotel in downtown Chicago is known for their extra touches. For instance, a guests travelling with young children receives a rolling backpack filled with toys, books and fun things to do for their kids upon arrival and milk and cookies at bedtime. The doorman knows guests’ names, high-fives kids as they come in and goes the extra mile to get guests what they need.

Not too long ago, a friend of mine had her car serviced by Toyota. She needed her headlight changed which unexpectedly ended up being a rather pricey repair due to the labor involved to replace it. Her service handler found additional items that needed repaired and did them for her at no charge, had her car washed and vacuumed and gave what she described as “extra attention to every detail.” Despite the unexpected hefty price tag, she was much more focused on the great service she had—going so far to say that it was the best service experience she’d ever had at a car dealer.

The little things that Omni and Toyota do set them apart from competitors and encourage people to talk about them—which creates referrals.

Dan Kennedy suggests you adapt the idea of doing “little things” in your own business. These little things can make a big difference in your word-of-mouth advertising and referral campaign—and ultimately in your bottom line. Here are some tips for getting the most out of this idea:

  • Become a serious student of word-of-mouth advertising. Look for the “little things” other businesses do that make you want to talk about them and note when people tell you about positive experiences they’ve had. Is it something you can adapt to your business?
  • Define your customers’ expectations and set up a plan to exceed those expectations. Create a list of what your customer expects, then continually amend and add to that list as your understanding of your customers grow.
  • Rate your business or professional practice on your workplace environment. Dan Kennedy suggests you rate your environment on the five senses: sight, sound, smell, touch, and taste.

Are there things you could do to improve any of these that would create a better environment that might get people talking about you?

For example, an eye doctor created a “kid zone” separate from his regular waiting room complete with kid movies, a video game, kid books and games. A dental practice offers earphones to their patients so they can listen to music and block out the sound of the drill while the dentist is working on their teeth. A hairdresser offers an assortment of drinks including wine, specialty coffees and teas, and always has a plate of cookies out for their clients.

  • Continually look for new ways to exceed customer expectations. Create a suggestion box and ask employees for ideas. Try new ideas to see if they elicit a reaction from your customers and get them talking about you. Always look for ways to adapt ideas you observe other businesses doing.
  • Implement the “little things idea” program. Ask each employee to do one “little thing” that goes above and beyond your customers’ expectations in order to exceed them.
  • Ask your customers. Use surveys, questionnaires, conversation, etc. to ask your customers about what they need, want, like and don’t like. Make improvements based on the feedback you receive.
  • Measure the success of your word-of-mouth advertising. Keep track of the total number of referrals you get and the percentage of your customers who give you referrals.

Walt Disney said, “Do what you do so well that people can’t resist telling others about you.” When you look for ways to make your customer service stand out—chances are you’ll instantly increase your word-of-mouth advertising and referrals. What “little things” do you do in your business or professional practice? What ideas can you “borrow” from other businesses? Share your ideas in the comments.

URGENT DEADLINE: After, tomorrow, February 21, 2014, there will be a price increase for Super Conference℠.

Still on the fence? Since we are talking about referral marketing today, I thought I’d let some of our past attendees tell you why they wouldn’t miss Super Conference:

“I like Super Conference because I see, meet and talk with so many sharp and successful people, it pushes me.”—Titanium Member, Steve Adams, Retailer(21 Stores), Author and Info-Marketer

“Unlike ANY OTHER event. Here, you SEE how to market your business in practical ways. Everything is visible, there’s demonstration, real people show you how they are actually generating leads, implementing systems.” –Sylvester Nkongho

“I’ve been a dentist for 26 years. What I love about the GKIC events is the association and networking with like-minded people who share my drive and determination. Here, people have written books, changed their businesses. Are truly entrepreneurial.” –Dr. Joe Gaeta

“To make key connections, to get resources for your own business, to find new ways to grow your business. THERE IS NO OTHER PLACE on the planet where you can get this kind of access to these kind of people.”—Dustin Matthews

Get your ticket NOW before the price goes up. Click Here or go to www.gkic.com/sc2014

Source: Dan Kennedy 2

Magnetic Marketing Event Bonus Videos

Congratulations on registering for Dan Kennedy’s Upcoming FREE event where he’ll reveal How To Create A Flood of New Customers, Create A Cash Flow Surge AND Magnetically Attract Prospects Who Want To Buy From You

In case you got here by accident and aren’t registered simply go to www.gkic.com/mmevent now for all the details.

To get you going I’ve created a few videos that’ll help you prepare and get the most out of this one-time only FREE event. Go ahead and watch them below (new ones will appear every few days) and leave your comments below.

VIDEO #1 “Why Do You REALLY Want More Customers, Clients and Patients”

[youtube http://www.youtube.com/watch?v=DPcB_vrYCso?]

 

VIDEO #2 “How I Went From Dead Broke To Successful Entrepreneur”

[youtube http://www.youtube.com/watch?v=a6JmWWs0zgQ]

VIDEO #3 “How To Find Your Ideal Customer Part One…Create Them”

[youtube http://www.youtube.com/watch?v=zCsSOI2GixI]

BRAND NEW VIDEO “How To Find Your Ideal Customer Part Two…Get In Their Head”

[youtube http://www.youtube.com/watch?v=ATXHGBxpmWg]

Tomorrow we’ll reveal exactly what’ll be covered in the Magnetic Marketing Event!

In case you got here by accident and aren’t registered simply go to www.gkic.com/mmevent for all the details

Source: Dan Kennedy 2

The Quickest Way To Double Your Business Or Professional Practice (Without Spending A Dollar)

Let me ask you a question…

Can you tell me—without guessing…without doing a lot of digging around—how many referrals per active client/customer you averaged during the last 12 months?

It’s a key statistic, yet most people have no grip on it at all.

The quickest way to double your business or professional practice is simply to get each client, customer or patient to give you another one.

Not only will you double your business or practice…

  • It lowers your marketing costs. Often it’s free (or virtually free.)
  • There’s less price resistance. Customers referred to you by satisfied customers come with a certain level of pre-established trust. They are predisposed to buy. And they’ll be less resistant to price than new customers attracted by advertising.
  • You’ll get more referrals. The customer obtained by referral is generally much more likely to refer a new prospect to you than an advertising-generated customer.

To increase your referrals, start with two words: Priority and Accountability.

Priority begins with two statistics you’ll measure. Bringing up the average of your overall referrals is statistic #1. Deriving the maximum number of possible referrals from each client, customer or patient is statistic #2.

These two statistics have to become you and your staff’s highest priority and your primary focus.

You also will need to hold yourself accountable. Each day you should ask:

  • What did I do today?
  • Who did I converse with?
  • How many clients did I talk with today about referrals?

You must hold yourself and your staff accountable. And you even have to hold your clients accountable when they offer to refer someone.

Taking whatever referrals come and being happy with that is lazy and negligent.

Measurement automatically will improve your performance. Just about any experienced athlete will tell you that. Without measurement and accountability, there will be a gradual decline in performance. With measurement and accountability, there will be nothing less than stability and, usually, improvement in performance.

Off and on over the years, I’ve run “Inner Circle Groups.” Members had to send in weekly or bi-weekly statistics and reports. I’ve lost count of the number of times I’ve seen significant improvement in practices solely because of the imposed awareness and reporting of statistics and activities. And most practice management folks will grudgingly admit that having the doctor report to them is as beneficial for the doctor as any advice they give him.

Successful businesses are managed, even micro-managed by statistics.

If that sounds boring or tedious to you, it shouldn’t. This is the only scientific approach to achieving goals and success.

Let’s take an example. Assume you’ve determined that you average one referral for every ten times the doctor actually converses with patients about referrals. And you want ten referrals during the first half of the month. How many patients does the doctor need to talk to?

He needs to speak to 100. Divide this number by 15 days and you get 7 per day. This works out to about one per work hour.

Now, if each hour you monitor yourself and check off that you have conversed with a patient about referring, you will achieve your “big” goal. If you miss one hour, then simply double up the next hour.

If you apply that kind of measurement to every important aspect of your performance and your staff’s performance, you’ll be amazed by the results.

Most businesses could easily increase by 50% to 100% purely and exclusively through installing this kind of measurement—not spending a dollar more on advertising. No big marketing breakthroughs. Just automatic performance improvement through measurement, priority and accountability.

Even if you don’t have any staff to help you, you can use this idea to coach yourself successfully. The question is now, will you implement the actions and disciplines need to achieve this? Or will you cheat yourself out of more business by not really committing to your referral goals?

Next time, Darcy Juarez will show you how to get maximum positive word-of-mouth advertising and referrals.

NOTE: If you want to know exactly what you can do NOW in today’s challenging business environment to thrive and prosper like never before in your professional practice, then you won’t want to miss my ALL-NEW session at this year’s Super-Conference, “Private Practice Growth Strategies.”

Based on my ongoing work and experience working with Doctors, Attorneys, and other private practice professionals, you’ll discover how to overcome your struggles of trying to make a hodge-podge blend of referrals, websites, postcards and social media,etc. work to produce predictable results.

I’ll reveal a REAL system that produces solid RESULTS…one that is consistent and reliable. Plus I’ll reveal the biggest mistake made in professional practice marketing (most assuredly NOT what you think it is!) and present a NEW PARADIGM for “Differentiation or Die” Practice Marketing.

For more information or to register now, visit www.gkic.com/sc2014

But you’ll want to hurry. Discounts end THIS Friday, February 21, 2014.

Source: Dan Kennedy 2

Is This Media Really Dead?

“The reports of my death have been greatly exaggerated.”—Mark Twain

There’s a lot of B.S. out there about newsletters. The declaration by several bloggers that “Newsletters are Dead,” is not only a huge misguidance, but an expensive piece of advice to follow.

Considering that 50%-70% of my private clients have grown out of my newsletter base—deciding to follow this advice and give up my print newsletter would cost me a substantial fortune.

Tell this to the many GKIC members who currently use newsletters to attract their ideal customers, clients and patients and you’ll find many of them will tell you that their newsletter readers are WAY more likely to hire them than someone who reads their blog or engages with them on social media.

You’re also likely to hear that newsletter subscribers are much more loyal and way, way, way less fickle than online only audiences.

Shaun Buck whose company mails more than 1.5 million newsletters for diverse businesses annually has a 98% retention rate and has grown his business by 4000%. He has used newsletters to extend the life of active customers and boost retention rates in a big way.

Let’s not forget the list you build with a print newsletter or the fact that print newsletters have a much longer shelf life. It’s not uncommon for me to hear from someone months after I send a newsletter who is just getting around to reading it. When is the last time you heard from someone about an email or blog post that was from months or even weeks before?

Sadly, many read these articles—usually written by bloggers with a good following and certain amount of authority—and justify not doing a print newsletter based on these bloggers’ advice and claims that print newsletters are a waste of time.

Entrepreneurs may further justify not doing a newsletter because “no one” in their industry is doing one.

I’ve long preached that if everyone in your industry is doing the same thing, you should realize there is opportunity there to stand out and capitalize by doing something different. Renegade Millionaires get rich by looking at what everyone else is doing and then doing the opposite. Based on feedback from clients and members, I wouldn’t be surprised if very few, if any of your competitors are using print newsletters for self-promotion, which puts you at an advantage.

Let this be a further cue. An idea certainly worth testing for yourself. And when I say testing, you can’t do this for a month or two and give up saying it isn’t working. You must give a real go of it.

The premise given as to why “newsletters are dead” is usually that newsletters are outdated, boring and have no personality. That blogs allow readers to read previous archives while newsletters don’t. That you should instead concentrate your efforts elsewhere.

I know that newsletters are not something people want to do—even writers are often pained about doing them. But newsletters offer a great deal to your business…

A good newsletter increases retention because a newsletter builds relationships, especially when you are careful to build in personality.

An ad or postcard promotes your business, but instantly raises your reader’s guard because he knows you are trying to sell him something. Include useful tips, hints and ideas that also demonstrate your knowledge in your newsletter and it acts as self-promotion without putting your readers guard up.

You can also use your newsletter to tastefully name-drop when you associate with a celebrity or influential person—especially if they are a client of yours and one that your readers look up to. This will not only raise your credibility, but will also recognizing and promote your customers, which can lead to referrals.

Archived newsletters can be arranged into a book or collection, providing a useful resource for customers and a further source of income for you.

Will Rogers said, “All I know is just what I read in the papers, and that’s an alibi for my ignorance.” Now that you have the other side of the story, what’s your alibi for not doing a newsletter?

If you aren’t sending out a monthly newsletter for your business, you are leaving a pile of cash on the table and missing out on a way to build a strong community of members (not just “customers,”) and create a loyal long-term “top of mind” bond of trust with your readers.

*What’s Hot at GKIC This Week—Available ONLY through February 17, 2014* The bloggers got one thing right. Newsletters that are boring with no personality are a non-fatal form of death. Cause if it’s not interesting, informational and entertaining, then your clients aren’t going to read it. And if they don’t read it, nothing is going to happen.

In Newsletter Blueprint you’ll get the proven formula (based on reviewing over 1113 newsletters, countless books, and publishing over a dozen newsletters) for creating super-effective newsletters from scratch (or improving an existing one) that ensure your newsletter gets opened and read and has a long shelf-life.

Plus when you purchase your copy by midnight, Monday February 17, 2014, you’ll also receive a free call with Newsletter pro and author, Shaun Buck, who wrote, “Newsletter Marketing Insider Secrets To Using Newsletters to Increase Profits, Get More Customers and Keep Customers Longer Than You Ever Thought Possible.” Shaun will share tips and secrets on how he has grown his business 4000% with newsletters in the past 2 years and answer any questions you have. Click here or go to www.gkic.com/newsletterbp now to get started.

Source: Dan Kennedy 2