Digital Marketing

Gartner Research Inc. Has These Tips for Successful Digital Marketing

omologyinfo

Published

on

Gartner Research Inc. Has These Tips for Successful Digital Marketing

The Gartner Digital Marketing Conference in San Diego last May 2018 has yielded some practical tips for online marketers. Here are four of them.

Manage the Polarizing Digital Milieu

Marketers are at their most persuasive when they do not back out from the challenges of the polarising online environment. In a highly politicised virtual setting, a company’s brand can’t stay apolitical at all times and still enjoy the kind of credibility and trust that come with being part of the collective conversation. People can perceive your silence as indifference. Because of the fast-changing digital milieu, public perception of the values communicated by your brand partly depends on how well (or how poorly) you can respond to the current sociopolitical climate. Examples of events that might demand your attention and well-crafted response include shootings, natural disasters, and significant happenings relevant to your industry.

Cultivate Trust by Navigating the Polarizing Digital Milieu

A Gartner poll shows that consumers place overwhelming trust in local and small businesses compared to corporate America. Trust translates to customer loyalty and engagement. Consumers who find your brand trustworthy and credible are much more likely to react favourably to your promotional messaging. You also can earn their trust by sincerely and thoughtfully navigating the polarised digital environment. Does your brand encourage cultural growth or advance values that positively affect people’s lives? Consider mulling over lines of inquiries such as these when crafting your brand messaging.

Know Technology’s Disruptive Qualities

A Gartner analyst brought up how Amazon, Apple, Facebook, and Google decide on which ads to show to a specific user by continually tracking and identifying users’ responses to the various types of messages. However, it is not enough merely to collect data on user activities. Marketers have to make sense of the analytics, both its quantitative and qualitative aspects, and leverage technology to figure what consumers want and what they value–because those are not the same things.

Understand How Leadership Can Make or Break a Good Digital Marketing Plan

A great marketing initiative is substantially equivalent to an ill-advised one if the implementation is in the hands of an incompetent leader. Business acumen is essential among leaders, but so is having excellent communication skills. The latter is how someone effectively conveys to subordinates the implementation of any business strategy. A Gartner research director also emphasised the value of collaboration between leaders and employees.

The Gartner Digital Marketing Conference was an event that cultivated a thought-provoking exchange of opinions. The above four tips were just a sampling of valuable insights provided in this and other talks about marketing effectively in the chaotic, rapidly evolving digital environment.

Digital Marketing

SEO Techniques for Improved Organic Traffic

Francesca Taylor

Published

on

SEO techniques

Are you ready to get powerful SEO techniques to increase 10x your search traffic even faster?

Nowadays, SEO or search engine optimisation is a major strategy to follow every step you write an article.

Yes, every step. Don’t worry here; I’ll give you the perfect techniques.

Follow the steps below and grow your search traffic quickly.

On-Page SEO Techniques

1. Focus Keyword Optimization

The focus keyword is the search term you want to rank a post or page. When people search for the keyword or phrase, they will get you on SERP (Search Engine Result Page).

So, this became so important for any post or page. And before you pick a keyword as a focus keyword, do some research and analyse them.

I would recommend you to use some tools available on the internet.

Some of them are free, and some pro tools are paid.

The tool I personally use to do keyword research is SEMrush. It’s a paid tool, but it gives me great results and accuracy.

You can use Google Keyword Planner as your primary keyword tool.

And this is the all-time best tool that you can use.

But this keyword tool does not give accurate keyword volume. So, you can use Ahrefs or SEMrush as your keyword research tool.

2. Optimise Post Title

Post Title is the identity of an article. And you should make it very catchy and relevant.

Title optimisation is not a big deal; it’s easy.

Just follow a few steps and done,

2.1 Focus Keyword in the title

Target a focus keyword for your article that describes the entire content in a word or a sentence.

To simplify you more, suppose this article is about SEO techniques, and here I am writing a list of techniques to get more search traffic. So, here I will go with “SEO Techniques“.

I simply put the keyword in this article: Powerful SEO Techniques That’ll Improve Organic Search Traffic.

2.2 Use Sub Keyword on Your Post Title:

Side by side, you should find some sub keyword and add them to the title.

The sub keyword helps readers to understand the content precisely.

Here, I used the keyword “improve organic search traffic“.

2.3 Positive Keyword SEO Techniques

Third, add some positive keywords to the title.

A positive keyword means engaging the keyword.

Such as Powerful, Actionable, Effective, Beginner, Advance, Top, Review, etc

That increases the number of clicks, and it’s worked very well.

2.4 Use Number in The Title

Add some numbers to the title.

If you are writing a tutorial type article and there are some very powerful steps, you can use the number of steps and give a suitable title, such as:

  • How to Make a WordPress site in Just 15 Steps,
  • How to make egg roll in 15 minutes
  • Youtube SEO techniques to improve Subscribers in 2021
  • How to Make a Free Website in 2021

3. Optimise Article URL

Day by day, Google or every search engine algorithm is changing.

A short URL is a better option to get a positive ranking result, but is it enough?

No, you should follow some rules, and here I am giving you the one by one tip.

  • The URL should be shorter and relevant. The shorter URL is getting better ranking results than a long URL.
  • When you add some keyword to a URL, it’s called a keyword-rich URL.
  • So add the focus keyword on the URL. As before I discussed, the focus keyword is an excellent option for you to use everywhere.
  • Adding some numbers on the URL is also a better option.
  • If your focus keyword does not make it enough, you can number, such as year, list number, steps number, etc.

4. Article Optimisation

4.1 Use Proper Headings

Google loves the articles to have appropriately structured and also uses the proper headings.

So, to get a better ranking to use the proper heading structures. Not only that, if you use the headings accordingly, it will be more acceptable for readers.

Headings are used to wrap up the headings and differentiate them from the rest article.

Google fetches the headings and understands that what the paragraph about is.

When you add the important headlines, then use the h2; on the third line, headings use the h3 heading as a subheading.

If you care about your content, then use the heading properly and to quickly get a massive positive result.

  • The first paragraph should be shorter and relevant to the article.
  • Use the focus keyword in the first paragraph of the article.
  • Write relevant and descriptive content only; no need to make it longer.
  • Use table of contents.
  • Keep paragraph short and friendly.
  • Use You and I on the article.
  • Ask questions yourself on the article ( Shall I, Do you have any idea, etc.)
  • Use headings and subheadings to make the article structured.
  • Write a conclusion to each of the article.
  • Add Questions top of the post after the first paragraph.
  • Use quality images.
  • Resource page link building (Wiki, related to the industries)
  • Use long-tail keywords on the article (from SERP bottom).
  • Add FAQ to make it more acceptable to the reader (also helps to rank).
  • Use image and infographics.
  • Use the correct alt tag and keyword in your image.
  • Add image resource link to avoid image copyright issues.
  • Add [Related: Link ] where applicable.

5. SEO Audit

5.1 Meta Description SEO Techniques

This will appear as the description when this post shows up in the search results.

And that’s why you should optimise your meta description because before someone clicked on your article they could find some short info about the article.

And not only that, Google fetch the meta description as well. If your meta description is optimised, you have a better chance to get ranked.

So, How can you optimise, and what should you follow?

Here are the basic techniques to follow,

First, write a meta description that describes what the whole article is about.

Second, input the focus keyword on the meta description as well.

Yes, on a survey, we found that the meta description, including the focus keyword, has better ranking results.

Third, add some sub keyword as well.

To make the meta description more effective, add some sub keyword, but a maximum of 3 to 4 keywords.

Fourth but not the least, add an actionable keyword at the end of the meta description.

Such as, follow the steps, read more, etc. Do some research to get more ideas on.

And the last, the meta description should not be e exceeds 150 words.

5. Clean Technical SEO Problems (Site Audit)

  • Optimise images.
  • Use CDN.
  • Optimise font size and weight
  • Avoid using rush plugins.
  • Use a lightweight theme.
  • Remove broken links from your content (expired or 303 redirect link).
  • Delete underperformance pages (low pages good for SEO).
  • Remove contents that slow down your site speed (post or pages).
  • For mobile-friendly use, WPTouch or AMP.

Off-Page Optimisation

  • Make backlink to authority website related to your industries.
  • Check your site on “GTMetrix” and solve the issues.
  • Encourage others trusted site to link to you (Email Outreach).

Bonus Tips

  • Hack Wikipedia for keyword research.
  • Use Ubersuggest for content ideas.
  • Use Amazon, Reddit for keyword research, Quora, wiki,
  • Use Google suggest
  • CTR- improve: Long Post, #Addon little, Addon Niche, term
  • Dwell Time: Pause content to top, add catchy featured images to get interested.
  • Get an idea from YouTube, wiki, Amazon, Bing.
  • Reduce Bounce Rate (Webmaster tool/by improving your content)
  • Use Adword to optimise for CTR.
  • Pay attention to surf features.
  • Use “people ask for” from Google to use question on your blog post.
  • Update your old content
  • Find your competitors SEO keywords.
  • Write unique content consistently to improve your ranking.

 

Continue Reading

Digital Marketing

What Is a Sales Funnel and How It Works

Francesca Taylor

Published

on

what is a sales funnel

We all are aware of a funnel; anything put as an input narrows down through its whole length and gradually gives us the desired output is a funnel.

Sales funnel is one of the core and most essential digital marketing concepts.

A brief on what is a sales funnel in digital marketing

Before understanding what a sales funnel is in digital marketing, let’s quickly decipher a sales funnel first.

Sales funnel, also known as revenue funnel, refers to the multi-step process that potential customers go through, from the first contact with a business until they complete a purchase and become loyal customers. It is the journey a customer goes through from being completely unknown of the business to being its promoter. The length of the funnel depends on every individual business’s particular funnel strategy.

What is a sales funnel model?

Sales funnel works on the AIDA model, which consists of the following phases:

1. Awareness phase

This phase is where a business catches the consumer’s attention. It could be through various channels such as ads, social media posts, or Google searches. Consumers are now aware that the business exists.

2. Interest phase

The lead shows interest in the business by conducting product research, comparisons and thinking over various options. The business tries to develop consumers’ interest to further take them forward towards a decision.

3. Decision phase

This is when the consumer is ready to make a purchase. This is the best time for the business to make a luring offer – like a discount code, free shipping, or any other offer – that is so irresistible the consumer cannot help but purchase it.

4. Action phase

This is the final phase, where the consumer has finally decided to make a purchase and become a part of the business’s ecosystem. However, the digital marketing funnel doesn’t end here. Customer retention should be a priority of every marketer’s agenda. Customers should be made to feel valued by inviting them to give feedback and honoring their problems or issues if any. This approach is highly effective in building brand awareness and reinforces customer loyalty.

This phase is followed by advocacy in which the customer becomes loyal to us and starts to promote the business by referring to other potential customers in his social vicinities such as his family, friends and other knowns. In this process, the business becomes a brand with time.

Why is a sales funnel so crucial in digital marketing?

  • Landing upon a marketing strategy

The marketing sales funnel gives you a strategy for entering the market and presenting your business to the masses. You could portray your business to the customers in the online market and provide value strategically.

  • Acquiring customers

Acquiring customers is the most daunting task for any business, especially newbies. Sales funnel targets the right potential customers with detailed targeting and reach them at a very attractive cost.

  • Developing a list of future prospective customers

Once a prospect enters your funnel, it sends you all his details, journey stage, and interests. In this way, you could develop a list of these prospects and pitch them any time in the future. Also, you can upsell and cross-sell them in the future. This makes a colossal Lifetime customer value (LTCV).

  • Boost in sales

With the proper targeting, remarketing, and list of interested customers, the sales funnel can drastically boost sales.

  • Brand development

It helps in developing a business into a brand. This is very crucial for any business’s long term success.

How do you build a sales funnel for free?

Digital marketers must try to capture as many leads as possible and then nurture prospective clients through a purchasing decision journey while narrowing down these prospects in each stage of the funnel.

You shall offer your clients in the same way as you would do to your best friend.

Following are a few tools that play an essential role in all this process:

Blogs with good content

Social media

• Online reviews

• Search engine optimization (SEO)

• Display ads

• Paid ads

• Remarketing

The prospecting strategy varies from client to client depending upon the stage the client is standing on in the buying cycle.

Strategies for an effective sales funnel

Here are the tactics effective at each of the five stages of the buying cycle of the sales funnel:

1. Lead

In the lead stage, something caused the prospects to realize the need for the product. They became slightly interested at this point, which progressed to spending time researching more about it.

Here the most crucial requirement is that you should attract your ideal client. This is the very first step to being successful. For instance, on Instagram, businesses post pictures of their products. If you don’t have a following, your traffic will be lower, your exposure will be lower, and you will attract only a few people, and therefore, only a few people will know, like and trust you. The solution is to create awareness about your business through online campaigns.

In this stage, since the audience is cold, you could attract them through a lead magnet, such as an e-book, video series, audio series, e-mail course, free training, free consultation, free audit or any other free offer. These would attract them to your ecosystem and eventually collect their contact information.

2. Prospect

This is the time for the business to build trust, recognition and branding. This is the time to use relevant content to push your audience further into the funnel. It aims at creating content around the topics that differentiate your offering from your competitors.

You will further keep on contacting them through different online channels and continuously understanding your prospects’ needs.

3. Qualify Prospect

At this stage, you verify whether or not the prospects need your product, whether they are interested in making a purchase, they see value in your offer, and they have a sufficient budget for a purchase. This process can be lengthy and complex.

This stage involves a lot of nurturing. Nurturing is being in touch with them, providing them content regularly and being present at every possible digital place in the market. The point is to gain their trust by creating authority for your business in the marketplace. They should get habitual of your valuable content or quality products so that they get assured that they would get enough value by becoming your paid clients.

Now you should reinforce the benefits of the services you offer by promoting your content. Use paid ads and free platforms to announce events, opportunities and tours, and obtain newsletter subscribers. Address any objections and barriers. Keep your content relevant.

In this stage, a tripwire could be offered. Tripwire is a no-brainer offer that is priced irresistibly low for the sole purpose of converting prospects to clients.

4. Commit

Now the prospects have built trust in your business and your content. They have started engaging with your business, have been habitual of your content, consider your content valuable and are ready to spend on any offer that you make.

In this stage, the core product is offered to the prospects to explain the product with complete details.

5. Transact

Finally, a few prospects purchase your product and become loyal clients. It is your responsibility to fulfill all the promises done with the clients. Value their feedback, improve accordingly and keep giving value for long-lasting relationships.

As soon as you succeed in closing a sale with a client, it is time to upsell and cross-sell. Upselling means offering a comparable higher-end product compared to the product the client purchased. Cross-selling means offering products complementary or related to the purchased product.

Those prospects who do not purchase your product you can down-sell to them. Downsell means to offer a lower-priced product than that of the previous offer.

In this way, you have created a relationship with your clients. The development of a relationship removes the price barrier.

Your clients will promote your business to their knowns due to complete satisfaction from your work.

Now it is time to collect testimonials and use them as proofs of your good service. This shall convert into a sales multiplier for your business as you could easily attract more clients into your funnel with them.

Here, it is essential to understand that non-buyers are equally vital for the business as the buyers as there is always a very high chance that you can sell to them in the future. In this way, you could build a list of prospective clients that can be used for future promotions.

Conclusion

After reading this article, it should be pretty clear to you what a marketing funnel is. This system pretty much works like Google maps: This is where you are, this is where you want to go, and you learn the route that you need to take to skip all the traffic, avoid all competitors and get there the fastest.

Continue Reading

Digital Marketing

Three Landing Page Optimization Hacks for Successful Conversions

Mary Jones

Published

on

Landing page optimization

Three Landing Page Optimization Hacks for Successful Conversions

Although limited in scope, landing page optimization is still a sure and proven way to increase website sales and overall profits. Most website owners assume that landing page optimization includes loads of split testing on various sales tools like the header, offer, and perhaps the price point. Others might even believe that any type of website optimization is somehow related to SEO or perhaps even the same thing and thus will help boost online sales by generating more traffic to the page. As strange as it may sound, both of these assumptions are right—AND wrong! You see, landing page optimization boils down to generating more online conversions. But to effectively increase website sales, you need to dothe following to see results:

  • Revise Direct Response Copywriting
  • Refine Landing Page Design, Layout, and UI Features
  • Modify Business Model/Pricing Structure
  • Adjust Back End Programming
  • Implement or Refine Social Media Marketing
  • Adjust On-Page SEO
  • Website Split Testing to Verify Results

Depending on the website’s complexity and specific conversion issues, a landing page optimization can get quite involved and may require multiple experts with particular skill sets to complete. This is why EVERY optimization project should first begin with a detailed website evaluation that includes comprehensive web traffic analysis. These “vital stats” are what landing page optimization experts use to isolate conversion rate issues and make the “needle-moving” gains that increase website sales.

However, conventional website traffic analysis has its limits. Here are just a few of the conversion rate problems that even a detailed web evaluation can miss:

Wrong Price Point: Sure, web traffic analysis can reveal that a landing page isn’t converting well, but it can’t determine whether the price point is the issue unless the site is specifically configured for testing pricing.

Too Many or Poorly Placed UI Features: While all website owners want to keep their visitors engaged via compelling user interface features, how can typical website analysis tell you when there are too many UI features, or they are ineffective? Again, unless the landing page was specifically configured for testing UI features, it can’t.

Wrong Business Model: Is it best to sell a product or service directly through the website or use the site instead as a lead generation tool that only sends prospects to a dedicated sales rep? The answer to this question could well determine website optimization’s success or failure. Unfortunately, traditional website traffic analysis alone cannot answer this question for you.

Quite the mess, isn’t it? So if website analysis is critical to successful landing page optimization but fails to help isolate conversion rate problems in some cases, how will you increase website sales if you can’t find all issues suppressing your results? Well, for the price point, UI, and business model issues, here are three of the most closely guarded website optimization secret strategies for resolving these:

1. To Increase Website Sales, Separate Price Point from Other Web Sales Tools

Most typical website landing pages serve two primary purposes:

Generate Interest: Look, you can have the absolute best-priced widget on the planet, but if your website copywriting and site design fail to generate interest or make the widget relevant to the visitor, they won’t care what the price is. Worse, you won’t make the sale or convert them into a qualified lead.

Prompt Purchase at Given Price Point: This challenge is essentially solved (or not) by the “Offer Details,” where the direct response copywriting helps build value and justify the pricing so the prospect will make a purchase or become a qualified lead.

As you can see, these are very different functions, and Internet marketing experts use various tools to overcome these challenges. However, while website analysis can tell you whether a landing page is converting or not, it cannot tell you whether people aren’t buying due to a lack of interest or the price point.

To solve this problem and ultimately increase website sales, you need to create a “Stratified Sales Funnel” and thus separate off the “Offer details” onto a separate page in the funnel. Some people refer to this separate page as a Pre-Order page since it’s not the landing page nor the shopping cart. But regardless of what you call it, this separate page helps you not only isolate pricing from interest, but it can also help you quickly dial in the price point for maximum profit.

The point here is that by separating “interest-generating sales tools” from “offer details,” you can see precisely what effect pricing has on your website conversions. If you leave all of these components on the same page, you’ll never be able to tell if you’re losing conversions due to a lack of interest or pricing. That’s why the stratified sales funnel is vital to successful website optimization. It helps you increase website sales when used correctly.

Warning:

Please note that you will want to have the “interest-generating sales tools” and “offer details” on the same landing page for maximum conversions in most business models. This is because creating additional steps or hoops in your website sales funnel typically lowers conversions as people bail or leave the funnel with each extra step you ask them to walk through.

However, for dialing in a price point and making sure you are charging the best price for maximum profitability. This stratified sales funnel should be included in any comprehensive landing page optimization and WILL help increase website sales.

What this means is that once the ideal price point has been isolated (and you have verified strong interest by seeing a solid click-through rate from the landing page to the new pre-order page), you will want to move those “offer details” back to the main landing page, so all of the sales tools are on one page again.

Now, this sounds like a lot of work—so is it worth it? Absolutely. This little-known landing page optimization strategy can literally boost online conversions by up to 100% or more. Even more, it can help you avoid hours upon hours of website split-testing trying to figure out whether “visitor interest” or pricing/offer details are the main conversion rate problem. So yes, it’s a bit extra work, but this is one landing page optimization strategy that can make your year when executed properly.

2. Increase Website Sales Using Heat Mapping Analysis

So what is heat mapping analysis, and how can it help you increase website sales? Well, a heat map is a computer-generated map based upon the mouse-scrolling habits of your visitors, so it shows not only where they go on your landing page—but also any links or UI features they engage with.

Please be aware: While heat mapping analysis is by no means a replacement for traditional website traffic analysis. It provides several distinct advantages when performing any landing page or website optimization, including:

  • Indicates What % of Visitors Are Engaging with UI Features
  • Records Visitor Scan Times to Isolate Weak Sections of Content
  • Aggregates Heat Maps to Highlight Broad Trends in Your Market
  • Excellent for Testing Different Traffic Streams

Again, you can gain most of this information using traditional web traffic analysis and a specially-designed landing page. Still, heat mapping analysis can dramatically reduce the necessary time to complete a landing page optimization for faster lead conversion at less expense.

3. Increase Website Sales by Switching to Qualified Lead CTA

In some cases, the most effective and beneficial use of a website isn’t to directly sell a product or service. While this may be a more effortless and less time-consuming use of the website, it can often backfire and alienate visitors who otherwise might have become customers. In some web optimization projects, the fastest way to increase website sales is to use the site as a funnel to send qualified leads to a sales rep who can close the deal in person. This will certainly increase the customer acquisition costs in terms of labor required to complete a sale. However, the added expense of a sales rep might be lower than the customer acquisition costs of attempting to sell directly online in many situations, such as:

  • When Selling High Price Products or Services
  • When Selling Complex Services or Products
  • If Product or Service is Truly Novel or Revolutionary

It’s simple: If you are struggling net consistent and profitable conversions and selling an expensive, complex, or novel product or service, then your best bet to increase website sales would be split-testing against a lead generating version of the landing page. In fact, it’s often best to avoid talking about price points altogether and simply create a compelling CTA providing a valuable lead-generating product or service in return for contact information. So in many cases, your landing page optimization would include creating a simple squeeze page with the new CTA to split-test against the original landing page.

Now clearly, a free lead generating product or service will convert much higher than trying to sell something directly. But the point here is to document how many leads you need to capture to make a sale and then compare that (with sales person time included) to the direct sale page. Then, with facts in hand, determine if switching to a lead-generating CTA is the best landing page optimization strategy to increase website sales ultimately.

Concluding Thoughts

Landing page optimization is one of the surest and fastest ways to boost online conversions. Although a website evaluation with comprehensive traffic analysis is vital to any website optimization project’s success, it can isolate all potential conversion rate problems. The three landing page optimization strategies outlined above will help you overcome any issues with pricing, business model, and UI features to boost online sales and reduce customer acquisition costs for maximum profitability.

 

Continue Reading

Join the mailing list

Subscribe

* indicates required

Please select all the ways you would like to hear from Omology.info:

You can unsubscribe at any time by clicking the link in the footer of our emails. For information about our privacy practices, please visit our website.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.

Advertisement

Trending