Wednesday, November 22, 2017

Great Holiday Marketing Campaign Ideas [Webinar Recap]

Did you know that the National Retail Federation (NRF) predicts holiday sales to increase as much as four percent? Do you want a piece of that action? Our recent webinar about holiday marketing campaign ideas showed you, step by step, how to do that.

The 5 steps to making the most of your holiday marketing:


1. Gather your audience

In other words, make sure your channels work together. Make sure your strategy integrates all the channels your audience uses. This can be as simple as having an email sign-up link on your Facebook page or Instagram bio link. Email list building should absolutely be one of the tactics to support your overall holiday marketing strategy. Why? Because you have absolute control over the message reaching your list (unlike social media channels). And, that email address is crucial – for example, it can help you create look-alike audiences for more effective Facebook advertising.


2. Nurture leads throughout the holiday season

This is where your planning comes in. Long before the holidays start, you want to start building a relationship with your customers. Use your email’s content to help segment your list better (and thus be able to give your subscribers a more personalized experience) is one way to help do this.


3. Make a sale

Offers to entice customers into making a sale are key here.  Test some of those incentives to see what will work for your customers. Is it free shipping (very popular)?  Or would your customers respond to a special or limited edition of your product? This technique uses the scarcity or “fear of missing out” (FOMO) technique within marketing. Limited time only offers are another form of this enticement to buy.


4. Catch me if you can

This is about re-engaging customers who haven’t quite made their purchases from you yet. What do you need to do to win them back? How do you do it?  Show how you’re different. Add a sense of urgency about your product, and even some humor if your brand voice allows for it. And, don’t forget that you need to be where your audience is, but focus on the potential customers who are most likely to convert.


5. Be creative

Creativity is in the eyes of the beholder, so this is a very broad statement. Know that… sometimes you don’t have to be sales-y. But you do have to know your audience – which can allow for a lot of fun, actually.  And try to do something different. Don’t be afraid to break email marketing best practices if you know your audience well.


If you’re looking for lots of new ways to build up your holiday marketing campaigns, and exactly how to put them into practice, then watch the webinar!



holiday marketing webinar

The post Great Holiday Marketing Campaign Ideas [Webinar Recap] appeared first on GetResponse Blog - Online Marketing Tips.



Get Better Landing Pages for AdWords with 3 Techniques to Try Today

If you’re a PPC strategist, your client’s campaigns live and die by the strength of the landing pages. If you drop the perfect paid audience on a page with no offer (or an unclear one), you’ll get a 0% conversion rate no matter how your ads perform.

The problem is that as AdWords account managers, we can be pretty limited in our ability to change landing pages. In this role, we typically lack the budget, resources, and expertise needed to affect what’s often the root cause of failing campaigns.

So how do you rescue your AdWords campaigns from bad landing pages without also becoming a landing page designer or a conversion rate optimization expert?

Below are three techniques you can use to reveal some insight, change performance yourself, or influence more relevant, better converting landing pages for AdWords.

1. Cut spend & uncover priority content with the ugly duckling search term method

Many AdWords accounts have rules that look something like this:

If the keyword spends more than $100 and doesn’t result in a sale, remove keyword.

Whether it’s automated or a manual check, the process is the same: “optimize” by getting rid of what doesn’t convert.

But this assumes that the landing page your ad points to is perfectly optimized and relevant to every keyword that might be important to your audience — a pretty tall order. But what if your target audience is searching for your offer with your seemingly “dud” keyword, and you’re driving them to an incorrect or incomplete landing page that doesn’t reflect the keyword or the search intent behind it?

The “Ugly Duckling” is a check you can do when your keyword isn’t hitting the performance metrics you want. It will help you figure out if your keyword is a swan, or a wet rat you need to purge from your aquatic friends.
Ugly duckling adwords landing page trick

As an example, let’s say your client is a fruit vendor, with an AdWords campaign driving coupon downloads. Here’s the ad group for concord grapes:

Concord Grape Ad Group

The Ad Group for Concord Grapes

The keyword phrase ‘organic concord grapes’ has a lot of search volume, but it’s performing horribly at $695 per coupon download!

An AdWord’s “rule” pausing or deleting what doesn’t work would wipe out this keyword in no time. But, before assuming a wet rat, this is where you’d take look at the (hypothetical) landing page:

the corresponding landing page

The hypothetical landing page for the fruit vendor’s Ad campaign.

The landing page never mentions your grapes are organic! No wonder your visitors aren’t converting. This is poor message match from your ad.

In this case, simply adding the high-volume, highly relevant term “organic” to your landing page is much smarter than negative matching the term your audience is using to find your product. There could be several keywords you’re bidding on that could use this swan/wet rat treatment.

Applying swan or wet rat to your AdWords landing pages

Instant wet rat: If your poor performing keyword doesn’t reflect your offer at all (ie: your grapes aren’t organic), then the keyword is a wet rat. Don’t bid on it, and consider negative matching to avoid further traffic.

Further investigation needed: Assuming your grapes are organic (or more broadly, the keyword is indeed relevant to your offer), there are several things you can try, such as:

  • Altering your ad headline: If it’s not already in there, test adding your keyword to your ad’s headline. This should drive a better quality score and cost per click, and you can see whether it affects CTR for the keyword. Because making changes to your landing page could require more rigorous review than changing ad copy, this can be a good first step.
  • Ad group break-out: If your keyword phrase is particularly long or is unrelated to the other keywords in your ad group, break it into a new ad group before including it in your headline.
  • Data-based landing page recommendation: If your keyword performance improves with the ad-specific steps above, you should now have the data you need to get your client or designer/team to feature the keyword prominently on the landing page. In the case of our example, “organic” can be easily added to the headline on the landing page.
    • In other cases, building out a separate, more specific landing page to address individual keywords could be more appropriate.
    • Depending on relevancy and search volume, you can incorporate the theme of the keyword throughout the landing page and offer.
  • Search term deep dive: Go a step further and examine the search terms, not just the keywords, following the same process. Looking at the actual search terms that do drive spend and traffic can reveal potential exclusions, match type tightening, and keywords to add.

Hypothetically, here’s what performance could look like for our keyword once we’ve optimized the ad and resulting landing page to better reflect the product:

hypothetical before and after

This keyword we were about to pause is now driving 1400+ downloads with a cost per download of the coupon. That’s below our target. Swan after all!

2. Learn about your audience with “mini-quiz” ad copy

A strong AdWords landing page isn’t just about following best practices or using slick templates. It should encompass user research, sales data, persuasive messaging, and a compelling offer, but you’ve got a trick up your sleeve: your ad copy.

Think of your ad copy as a quiz where you get to ask your audience what unique selling point is most important to them. With each ad click, you’re collecting votes for the best messaging, which can fuel key messages on your landing page.

To do this right, you have to have distinct messages and value propositions in your copy. For example, it makes no sense to run a test of these ad descriptions:

  • (Version A) Say goodbye to breakouts. #1 solution for clear skin. Try for free today!
  • (Version B) Say Goodbye to Breakouts. #1 Solution for Clear Skin. Try for Free Today!
  • (Version C) #1 solution for clear skin. Say goodbye to breakouts. Try for free today!

One of these ads will get a better click through rate than the others, but you’ve learned nothing.

A good ad copy quiz has distinct choices and results.
You’ll want to challenge assumptions about your audience. Consider this other, better version of the quiz from the text ad example above:

  • (Version A) Say goodbye to breakouts. #1 solution for clear skin. Try for free today!
  • (Version B) Get clear skin in just 3 days. Get your 1st shipment free. Order now!

Whether the winner is “#1 solution” or “Results in 3 days,” we’ve learned something about the priorities of our audience, and the learnings can be applied to improve the landing page’s headline and copy throughout. Rinse & repeat.

Turning your ads into mini-quizzes

See what your audience truly values by letting them vote with their click. Here are some ideas for value propositions to get you started with your ad copy quiz:

Note: I normally don’t suggest including messaging in your ad that isn’t reflected on the landing page (i.e. if your landing page doesn’t mention price, neither should your ad). However, if you don’t control the landing page as the paid media manager, the CTR of an ad copy test can point you in the right direction for what to add to your page, so it’s fair game in this instance.

3. “Tip the scales” with exactly enough information

There’s a widely-spread idea that landing pages for AdWords should be stripped of any features, links, or functionality other than a form. This is just not true, and blindly following this advice could be killing your conversion rates.

Unbounce co-founder Oli Gardner, frequently talks about the importance of landing page Attention Ratio:

Basically, your page should have one purpose, and you should avoid distractions.

This is great advice, especially for people who are tempted to drive AdWords traffic to a home page with no real CTA. But I find it has been misinterpreted and misapplied all over the internet by people who’ve twisted it into an incorrect “formula”, i.e.:

  • He who has the fewest links and options on the landing page wins.

That’s not how it works. People need links, content, choice, and context to make a decision. Not all links are bad; I’ve doubled conversion rates just by diverting PPC traffic from dedicated LPs to the website itself.

The question is, how much information does a visitor need in order to take action?

Ultimately you want to “tip the scales” of the decision-making process for your visitor – getting rid of unnecessary distractions, but keeping those essential ingredients that will help them go from “no” to “yes” or even “absolutely.”

Here are 2 very common mistakes that are killing conversion rates on landing pages across the internet:

Mistake #1: Single-option landing pages

You’ve heard all about the paradox of choice and analysis paralysis. You know that when people have too many options, they’re more likely to choose none at all. But what happens when you have too few?

If you don’t see what you want, you’re also going to say “no.”

As an example (that you probably won’t see in the wild but it’s nice and easy to illustrate), someone’s Googled a pizza delivery service. But the landing page allows someone to order pepperoni and pepperoni only, and our vegetarian searcher leaves to order elsewhere.

At first glance, this might look like our “organic grapes” problem from earlier, but something different is at play.

Many AdWords ads today are driving to single-option landing pages, where the only choice is to take the offer exactly as-is. This can be fine when only one variation exists, or your visitors have a chance to narrow their choices later in the process.

But if your visitors’ search is more broad, don’t take away their options in an effort to simplify the page. You’ll miss out on potential sales, which is kind of the whole point of running a campaign.

Instead, driving to a category page, or one that gives your visitors (gasp) – choice! – will keep them engaged. You may also consider creating several different types of landing pages for each specific option you offer to get specific after someone’s narrowed down their options via a broader landing page.

Mistake #2: The not-enough-info landing page

Another case of “When good landing page principles go bad” is the stripped-down, bare-bones dedicated landing page that has no useful information.

A disturbing and growing trend is for AdWords landing pages to feature no navigation, links, details, or information. There’s not even a way to visit the company domain from the landing page. This is a problem, because as the saying goes: A confused mind says no.

What’s going through your site visitors’ minds when they get to a landing page and can’t find what they need?

A landing page without enough information can be just as bad (or worse) than a landing page with too much.

Whether your traffic is warm or cold, coming from an email campaign or paid ads, arriving at your home page or a dedicated landing page, your visitors need to trust that you can solve their problems before they’ll convert on your offer.

Overall, just because someone’s clicked on an AdWords ad doesn’t mean they have fewer questions or less of a need for product details than if they came in from another channel. Remember to cover all your details of your offer in a logical information hierarchy, and don’t be afraid to give your visitors options to explore important info via lightboxes, or links where appropriate.

Getting control over your landing pages for AdWords

As a PPC manager, you may not directly control the landing page, but you can remind your team to avoid conversion killers like:

  • Key questions from the top keywords that aren’t answered on the landing page
  • No clear reason to take action
  • Landing pages where choice is limited unnecessarily, leaving more questions than answers
  • Landing pages that don’t explain what will happen after a visitor takes action on the offer
  • No way for visitors to have their questions answered

Give your visitors a reason to say yes, remove their reasons to say no, and watch your conversion rates improve.

Original Source: Get Better Landing Pages for AdWords with 3 Techniques to Try Today

Tuesday, November 21, 2017

Landing Page Experts: Our New Facebook Group

We have something new for you landing page experts!

We’ve just launched a Facebook group for anyone interested in landing page optimization. Our goal is to create a place where each and every one of you can find help, and share your experience in the design and optimization of landing pages.


Why a Facebook Group?

Put simply, we wanted to join you someplace you’re already spending time – Facebook. Facebook groups offer a ton of helpful features that will us help you learn to optimize your landing page better (live video, polls, etc). Helping you is our main goal with the group, and to do that we need to get to know each other better. You’ll be able to meet us, some of the people working behind the scenes at GetResponse, and you’ll meet others who use GetResponse for their marketing. We hope that you’ll start to make connections in the group, ask your questions, and help with other members’ questions and struggles. We’re all in this together!

By joining the group, you will gain access to GetResponse experts. Passing our knowledge to you is the main goal here, but it is just as important to us that group members start to share their experiences and help their fellow members. We know that many of you are fascinated by growth marketing, just like we are. So, remember that goodness you share will get come to you.  😉

To do our part, we’ll provide you with a lot of interesting content about landing page design, creation, management, and optimization, so you can build the best landing pages possible. We are also preparing something very special for you.

Landing page teardowns

That something special is a landing page teardown series! It’ll be a series of Facebook Live events where you can submit your landing page for our experts to critique. They will tell and show how to improve your pages to skyrocket your conversions.

Besides these live events, you will also find lots of tips, resources, blog posts, video content, infographics and much more.

If you have a question, or you are struggling with something feel free to ask a question in the group. That’s why we created it – to give you a resource full of people to help you with your struggles, and who you can help in return.


Interested in joining the group?

Yes, you can find us on Facebook — come check out our Landing Page Experts group!

The post Landing Page Experts: Our New Facebook Group appeared first on GetResponse Blog - Online Marketing Tips.

Monday, November 20, 2017

The 3 Most Common Marketing Automation Mistakes and How to Avoid Them

Wouldn’t it be great if you could set up a marketing automation campaign, turn it on, and then sit back and let the leads start rolling in? That would be so awesome. Unfortunately, that’s not the way marketing automation (or any other software) works. Instead, setting up the campaign is just the beginning. After you set it all up, you have to manage it and continuously optimize it. Which brings us to three of the most common marketing automation mistakes people make.

Mistake #1: believing marketing automation is a set-it-and-forget-it solution.

The truth is that marketing automation is just like any other tool you use in business – the more you put into it, the more you get out of it. So the solution to mistake #1 is to carve out dedicated time where you can analyze and optimize your campaigns. In other words, instead of setting them up and forgetting about them, you should constantly look under the hood and make tweaks and adjustments.

You’re probably already checking the normal metrics associated with running a campaign – the open rate, the click through rate, and the unsubscribe rate. But are you keeping track of the larger, more expansive questions you should be asking yourself as you run your campaign? These are “big picture” questions that can help you ensure that your boss and your boss’s boss are happy with what you’re doing.

Here are some big picture questions you should be asking youself:

  • Do I have a clear set of goals and objectives for the campaign?
  • Do I have realistic expectations about the results of the campaign?
  • Do my supervisors have realistic expectations about the campaign?
  • What are the 3 or 4 primary metrics I’m going to monitor during the campaign?
  • Are there any other metrics I should also keep an eye on?
  • Have I notified my marketing team and my sales team that we’re going to launch the campaign?
  • Is the campaign personalized in some way, shape or form?
  • How often am I going to report on the results of the campaign?
  • How quickly can I make adjustments to the campaign based on the results that come in?
  • Is there anything I should be doing with the campaign that I haven’t already thought of?

By focusing on the big picture questions as well as all of the detail questions, you’re more likely to have the success you’re looking for.

Okay, now that we’ve covered mistake #1 and some solutions around that, let’s move on to mistake #2, shall we?


Mistake #2: believing that knowledge is the equivalent of action

By my estimate, about 75% of the business people I know confuse knowledge with action. What does that mean? It means that most people who identify a problem forget that that’s only half the battle. The other half is to put that knowledge into action – that’s where the gold is.

Recently, GetResponse ran a series of events in the U.S. called ResponseCon. One of the people who presented at the event was named Alaina Nutile, who runs a website that gets millions of page views a month (and an organization that uses GetResponse as their marketing automation platform).

Does Alaina know some secret about the digital world that makes her website get millions of views per month? Although Alaina was very smart, she didn’t have a secret weapon the rest of us don’t have. The difference for Alaina is that she executes flawlessly. In other words, instead of just knowing what a best practice was, she took action on it.

Every. Single. Day.

Do you have that in you? Can you take action on the knowledge you have every single day? If so, you might be the next Alaina Nutile.


Mistake #3: believing that good enough is good enough.

If you’re like many people, by the time you get a marketing campaign out the door – any marketing campaign, not just a marketing automation campaign – you’re exhausted. You spent a lot of time creating the campaign, getting approvals, proofreading the campaign, and then deploying it. By the time you start getting the results back, you’re ready to move on to the next item on your To Do list.

While it’s always a good idea to stay focused on your To Do list, it’s also important to re-visit your campaign and continuously optimize it. After all, improving your conversion rate from 1% to 1.25% may not seem like a big deal, but by doing so, you can increase the revenue from that campaign by 25%, which can contribute a significant amount to your bottom line.


A Final Thought

We’ve covered some important topics in this blog post. We talked about how marketing automation isn’t a set-it-and-forget-it tool. We mentioned that knowledge isn’t the equivalent of action. And we talked about how to continuously optimize your campaign. But the most important thing to remember from this post is to actually do the things that we discussed. After all, if you don’t take action on what you’ve learned, there’s no point in having learned it in the first place, right?

The post The 3 Most Common Marketing Automation Mistakes and How to Avoid Them appeared first on GetResponse Blog - Online Marketing Tips.