You’ve heard it before and will likely hear it again many times in the coming weeks: We are living in unprecedented times. As everyone adjusts to a temporary new normal of working and living, you are likely wondering what changes should be made to your actual work (not just your working situation).
In particular, adjusting your website and social media presence is becoming increasingly important as everyone continues to deal with the impacts of COVID-19. While you might be tempted to stick to the status quo, this can lead to a negative brand association as people perceive you to be out of touch with the situation (or worse, that you do not care). However, on the flip side, changes to your messaging need to be well thought out so as to not look like you are trying to capitalize off of a crisis.
We know- it can feel overwhelming to navigate these waters during such a difficult time. To help you, we’ve put together this list of five helpful tips that can walk you through the process of shifting your online presence in a way that is most beneficial to you and your audience.
We like to proceed with a focus on Reach; Act; Convert; and Engage (the R.A.C.E. digital marketing formula) so we will give you some thoughts on best practices as we face this challenging time together.
Why & How to Pull Organic Click-Throughs in Search
Most modern digital marketers understand the battle to rank, pull clicks, then convert visitors to prospects and leads at your website. But many have missed how important “organic click-throughs” and tracked rates (CTR) have become, and some key tactics to raise that percentage.
First the “why” part of the equation. You’ve worked really hard to get to the first page of search, now shouldn’t your listing there be crafted to pull more clicks. Of course, that’s common sense, and below we share a favorite tactic. But what about Google SEO brownie points for higher CTR? There’s been a debate for some time among SEOs on whether Google boosts your score because of it, and no one really can say because their formula is always evolving and not shared. BUT… remember two things: Google lives and dies on relevance; and Google has evolved to factor in position on SERPs, CTR, then how well your landing pages engage visitors! Here’s a from a Google Search Console help doc: (more…)
We often get asked, with so many reports and KPI’s in Google Analytics, what are the most important ones to review and track? Great question. We like to break it down into four questions:
- Where did people come to your site from?
- What page did they land on?
- What did they do after that?
- And what conversion goals were completed during their session?
We’ll look at reports to get to an answer for each question here, but first it’s helpful to recall exactly what Google Analytics can study and what it can’t. In a nutshell, we can see WHAT people did and WHERE they came from… but not WHY. Why people bounced or stayed and took a step closer to becoming a customer goes to questions of behavior and you need to hear direct from your clients and prospects to get to those answers. (more…)
A 670% split test win producing that much “lift” — in this case more leads — is pretty good, so I wanted to tell you about how we achieved this for a client this Summer. Split testing is part of smart Conversion Rate optimization (CRO) and so a key to the R.A.C.E. strategic marketing framework we use (the “C” stands for Convert).
I’ll begin by summarizing some key takeaways:
- Always be testing. Why? It is the single best digital marketing tactic for ROI, especially used in a smart sales funnel strategy. EVERY business can use this, B2B and B2C.
- Test everything from ads to landing page to emails… and in this case — popups.
- It doesn’t have to be a major design change you test — after hundreds of tests per year, we often find, as in this case” that a headline persuasion focus can make all the difference.
- Think persuasion psychology when writing headlines.
- Emails addresses are still gold — always deploy incentives your prospects want in order to get them.
- Use a tool that calculates how much data you need related to visitor traffic before you have a valid test. We’ll review one below.
- Always be testing and practicing the science and art of CRO — Conversion Rate Optimization.
Facebook has upped its advertising game to rival Google’s Adwords. With the power of Facebook ads, online businesses can reach customers like never before. Both systems offer remarketing so you can make a second impression. The key difference is that retargeting via Facebook is limited to showing ads only to those that return to Facebook itself, while using adwords For retargeting extends the reach of your follow up ads across the Google universe.
One thing that Facebook is good for is re-attracting a business’s previous visitors to bring them back to complete a sale, or to retarget customers in an attempt to turn them into repeat customers. This is called remarketing, and sometimes retargeting. Google adwords offers this too, and Webdirexion likes to take advantage of both platforms in powerful synergistic ways. (more…)
A totally new editing interface comes with WordPress 5 Gutenberg
Virtually no one today would suggest online marketing is a simple process. With the number of competitors vying for business in every sector, the importance of developing a comprehensive strategy is increasing. That’s where RACE enters the picture.
Older Strategies No Longer Deliver the Results You Need
R.A.C.E. – the smart marketing model
Over the past few years, there were a few marketing strategies that proved to be relatively successful. However, the marketing landscape has changed, and continues to evolve, rendering those once-useful techniques obsolete. Webdirexion recommends any organization look closely at the techniques they’re employing to build their brand and honestly evaluate the success rates of those efforts.
“We studied R.A.C.E. Marketing to up our game, and because the framework for it focuses on core digital marketing strategy and tactics,” explains Scott Frangos, founder and Chief Optimizer for Webdirexion. “I personally like this marketing model because it includes a focus on conversions — when a prospect visits your site and takes a step closer to becoming a customer. This is the key to online success, and it’s the reason we wrote a book on CRO — Conversion Rate Optimization.”
Adopting a New Strategy Doesn’t Have to Be Difficult
How can Digital Marketing help gather more leads? We’ve prepared a high-level checklist + conversion tipes guide to help you.
Leads are the gold for digital marketers.
You’ve got a budget, goals, and need to prove your digital marketing campaign’s ROI. How can you show your team is meeting its objectives? There are a lot of fancy acronyms and tactical names in this business, but in the end a company lives or dies on qualified leads your sales team can close (B2B) or buying customers for ecommerce and B2C sales.
At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals.
We’ve found this helps solve a lot of the challenges marketer’s face as shown on the chart at right. Take a look at the top three challenges (Producing engaging content, doing it consistently, and proving ROI), and ask yourself how you now measure content effectiveness? Shouldn’t you see direct results in terms of engagement and leads? We think so. We’ve written an eBook about R.A.C.E. strategies and tactics and will send you a copy along with a Digital Marketing checklist. (more…)
Most people know about A/B testing… but what about A/B/C testing?
With any website and the larger sales funnel, the wise digital marketer is always testing for better conversion results. Does this have to be a major, time-consuming task? No. Do you have to push yourself? Yes.
Today we’ll look at A/B/C testing for a headline and consider both why we want to create such a test and how it compares to other forms of testing.
Let’s look at one we have running right now. We have written three landing page headlines and our testing hypothesis is that only one will compel more visitors to convert to leads. Luckily this is easy to do — no external testing provider required — using our preferred WordPress theme – Divi. Divi comes with built-in A/B (and C and D, etc.) testing. Here’s how it looks in the admin area: (more…)
Webdirexion has launched COMP 2.0 – the site for Digital Marketing learning online.
How do you keep your marketing skills up to date in a time of rapid change? Digital Marketing is a vastly changing landscape and when you consider all the new SaaS vendors and consequent tactics it is more like a fast-moving kaleidoscope. For the past several years, our Webdirexion team, I am proud to say, has kept on their game by completing online marketing courses. Plus I have a course on WordPress Content Marketing I am updating and one on Conversion Rate Optimization set to launch soon.
So, we are pleased to announce COMP (a division of Webdirexion LLC) — College of Marketing Pros — 2.0 has been launched and totally revitalized with a new UI design and over 50 new courses added. Courses range from Advertising to Sales Funnels; Copywriting to Marketing Strategy. (more…)
Our A/B test results for these two pop-up versions showed that the A version (left) got better results. How significant is that?
Design, UI, and Strategy components all combine to play a symphony pleasing to website visitors.
Looking back at a run of recent projects (see examples below), we can see modern responsive design, content strategy, and conversion rate optimization (CRO) is paying off. Like a concert master, the “music” of each design and strategy component are directed to play the right “tune” to attract and engage your prospects. We review some recent Webdirexion WordPress Content Strategy projects to look at the symphony of choices involved in developing compelling websites. (more…)
You’ve worked hard growing followers on Twitter, why not turn them into leads so you can work toward sales using automated marketing? Twitter ads? Yup. Don’t count that platform out yet — especially when we have a new American President that loves to tweet, and the platform has 317 million users in 2016. That bird can still sing.
Our clients are always interested in smart ways to gather more leads, so we are pleased to tell you about a tactic where you pay only for the leads gathered. This strategy pairs up newer Twitter ads with your marketing automation program of choice to discover leads and grow your list. And with a lead campaign on Twitter, you pay only for the leads gathered. (more…)
Welcome to the twilight zone. An Artificial Intelligence (AI) is in charge of search returns now, when you use Google. You can’t control what it does. What does this mean for content marketers?
Ready to meet an Artificial Intelligence? You already have — every time you do a Google Search you are working with one.
Google calls it’s AI, “RankBrain”, and while only an infant, it already thinks for itself. That’s called “machine learning. According to a recent SearchEngineLand.com (SEL) article, “Machine learning is where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming.”
According to wikipedia, “RankBrain is a machine learning artificial intelligence system, the use of which by Google was confirmed on 26 October 2015. It helps Google to process search results and provide more relevant search results for users. In a recent interview, Google commented that RankBrain is the third most important factor in the ranking algorithm along with links and content.” (more…)
What if you could increase readership for sales related blog posts by 67% or more? And… what if you knew, before spending a lot of ad dollars on your content, exactly how well it engaged your target prospects? Kapow.
Kapow: How split testing + Facebook audience engagement pays off — before your ad campaign (and after).
We do a lot of split testing at Webdirexion because it causes our content to perform better for clients and our agency itself. Too many content marketers and web designers think they are done after their “first guess” at compelling copy and design. Not so. Better engagement of qualified prospects means more sales, so why would you not test for this?
In this post I’ll tell you about a Facebook pre-test “Kapow” tactic that helps you get your content optimized better results before a higher advertising spend. Then I’ll answer the oft-asked question… how do you know when you have enough of a test sample so that your results are valid? Quick tip — the wider the percentage of conversion results, the sooner you can end the test; see below. (more…)
In this post, I’ll suggest two solutions — one from the R.A.C.E. digital marketing strategy we practice at Wedirexion, and one from our favorite marketing tactic — split testing.
Building a Smart Content Message House
You’ve been reading your analytics and your bounce rate is too high. In R.A.C.E. marketing strategy, one concept used to focus on better copy writing is what we call the “Message House”. You proceed from an umbrella statement to core messages and end with supporting evidence and proof points, like this: (more…)
What if you could test every “module” on a page from slideshows to forms to subheadings to tab boxes? Now you can using the Divi builder’s built in A/B testing. One of the best solutions for smart content strategy that we have seen to date. Learn why we’re building it into all of our latest projects.
We’re WordPress specialists and also literally wrote a book on CRO — Conversion Rate Optimization — so we were very pleased when a market leading theme developer upped their game and added A/B testing for over 30 modules (like slideshows, tabbed boxes, images, and text components) that are also part of the theme.
Split testing = more leads and customers.
It’s called Divi from Elegant Themes, and aside from the fact it makes layout go much faster with modular components, now with split testing (we sometimes call this “A/B” testing since it is common to test two variations of landing pages, but with this tool you can actually test several more variations) we like it so much we have been using it on all our recent projects including the new Old Town Portland site, two Dental sites, eCommerce sites, and for ProtoCall Services (design by Smith Creative Group) — one of our healthcare clients. This is cutting edge for smart content strategy. (more…)
Video marketing is on the increase… and all research shows it potentially out performs all other types of online ads.
As web technology moves more toward mobile surfing, and digital assistants become more popular along with a rise in social media video advertising, we thought it would be a good time to review some video marketing trends. After a bit of research on recent video marketing trends we found the following statistics:
- Video ads have an average click-through rate of 1.84%. Not bad. This is up to three times the average for a standard PPC ad.’
- 65% of viewers watch more than 65% of a video. Again, another strong engagement factor.
- Using the word “video” in an email subject line can boost open rates by up to 19%, with CTR — Click Through Rates — boosted as much as 50%. This of course will depend on how well you have targeted your email recipients and how interesting they might find the subject(s) of your videos to be.
- Marketing surveys rank videos high for ROI, and also show that professional marketers are planning on using videos more in 2016 and 2017.
Meet Scott Frangos, “chief optimizer” for Webdirexion — the Digital Marketing Agency
Wednesday May 25th, Noon – 1pm • Boomerang Coffee Shop, 8th and Main Street in Vancouver
Webdirexion Publishing, a division of Webdirexion LLC, is pleased to announce a lunch and learn for business people and marketer’s based on the recently published Marketer’s Concise Guide to CRO. Available in print and e-book format, the guide helps online marketers convert website visitors into customers using proven conversion rate optimization (CRO) tactics.
The book was distributed in February for a workshop by conference leaders at the Medical Device Marketing Summit in Tampa, Florida, and and continues to sell with good ratings on Amazon.com and reviews also available on GoodReads.com.
“Every business needs to grow their prospect list. I wrote the book I wish I’d had when I was starting our agency,” explains Scott Frangos, the guide’s author and founder and president of Webdirexion LLC — a digital marketing agency. “We wrote it to get marketers quickly up to speed, and to help them gather more qualified leads, in smart ways using newer tactics and technology.”
The short lunch and learn presentation followed by a book signing is scheduled for this May 25th during the noon hour, at downtown Vancouver’s Boomerang Coffee House & Generosity Shop (808 Main Street). Join us for a lunch break with the author, who will speak briefly on smart ways to gather more qualified business leads and customers. Guests will be entered to win a copy of the book and coffee, tea, & snacks will be served.
Books, Snacks, and Generosity at Boomerang Coffee Shop:
The book will be offered only at this event for 10% off retail price, and another 40% will be donated to the good causes supported by Boomerang, “a generosity shop with a special mission.”
Join us at the Boomerang Coffee Shop (where generosity returns) — Wednesday May 25th, Noon – 1pm • 8th and Main in Vancouver
There will be CRO Guides for sale at 10% OFF, plus 40% of proceeds goes to local charities.
This Webdirexion A/B Test resulted in a 493% gain in qualified leads — click to enlarge.
493%? That’s right — we achieved this gain for leads with an A/B landing page test for Total Testing, a Georgia based online human resource testing firm. And because many tests result in lower gains, when you hit one out of the park it’s always good to look at tactics used.
How did we do it? Well, just like I explained in a recent “ConversionCast Podcast” interview, it was all bout a focus on fundamental marketing principles of persuasion that carried this test to a great result.
Listen to the ConversionCast Podcast with Webdirexion Founder and CRO Guide author, Scott Frangos