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Want to Capture More Leads? New Study Says Make it Fun and Engaging

August 27th, 2012 :: Monika Jansen

One of the best things about online marketing is the ability to easily capture lead information from potential customers. However, if you want to capture personal information beyond name and email address to prequalify them, determine the best product or service for them, or craft more personalized messages for them as you move them through the sales cycle, you could find yourself empty-handed.

As consumers, we don’t like to freely give out personal information. A recent study, though, found that if you make that information capture process fun and engaging, your online marketing will benefit tremendously.

First, a little about the study. It was conducted by Ctrl-Shift, a U.K.-based independent research and consulting company, and nFluence, a marketing technology startup. As part of the study, Ctrl-Shift asked a panel of consumers to compare different marketing tools from Amazon to the Tesco Clubcard (Tesco is a British supermarket chain).

The study found that consumers are willing to offer marketers’ information about themselves in exchange for tangible benefits:

Consumers are excited about receiving only relevant marketing messages.
Consumers will reveal information if it is not labor intensive.
Consumers enjoy volunteering information through gamified mechanics and/or rewards for their efforts.
Consumers’ digital history is irrelevant when trying to figure out what they’re interested in.

Instead of asking for traditional demographic information, capture non-personal information around personality and favorite films and brands, for example. From a consumer perspective, this type of information is fun to share and does not feel like divulging too much personal information. From a marketing perspective, you’ll still be capturing the lead information you want, but you’ll probably end up capturing more leads.

The study also offered 3 great takeaways:

If the process is intrinsically rewarding (i.e. it’s interesting, you are discovering something about yourself, or it’s a bit of a challenge like going through the levels of the game), this can affect the levels of engagement you achieve.
Like game playing, if you can see it change in response to what you are doing, it sucks you in.
Trust matters. Consumers want to know how their information will be used.

Three companies that capture non-personal information in a fun and engaging way and were included in the study are:

dealBoard, an Australian company that recommends a set of deals based on personal preferences
VisualDNA, which uses a personality test to drive better advertising
Hunch, which bases its recommendations on your reviews of products and services and shares these with other Hunch users

How will this information affect your lead capture efforts? Share your thoughts in the comment section below.

Image courtesy of vermontjudiciary.org

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Tags: consumer privacy, Ctrl-Shift, dealBoard, Hunch, lead capture, lead generation, Marketing, nFluence, online marketing, personal information, privacy, VisualDNA
Posted in Marketing | No Comments »

5 Ways to Create a Better Call-to-Action

June 8th, 2012 :: Monika Jansen

I write lots of blog posts, website content and ad copy, and often the trickiest part is the call-to-action (CTA). No matter how engaging your content is, the goal is to motivate your target audience to take action. That action may be as simple as signing up for your newsletter, or it may have a more immediate payoff if you convince someone to hire you or buy your product.

Either way, a strong CTA can put your copy and return a real investment. Here are five ways you can start creating more effective CTAs for your online marketing content, from blog posts to websites, right now.

1. Have someone sing your praises.

You’ve probably noticed that the back cover of every book you read has a list of industry experts explaining how great the book is. And, you can hardly turn on the TV without seeing a celebrity endorsing everything from weight loss plans to athletic shoes.

Credible endorsements work, and they can add tons of motivation to your CTAs. Start cultivating relationships with fellow bloggers and peers who would add credibility and clout to your posts. This goal will take some time, but it is worth it to have someone singing your praises that you – and your readers – respect.

2. Make a clear and tangible offer.

Readers like to know what they’re going to get before committing to your offer. Spell out exactly what your audience will receive when they respond to your CTA, and they will be more inclined to take action.

Write a headline that explains exactly what will happen if readers click on your offer. “Double your Facebook Likes in 1 month” is better than “Get More Facebook Likes.”

Assign a monetary value to your offer so readers feel like they are getting a bargain. Telling readers your webinar is worth $200 can compel them to attend.

Show readers an image of the offer when possible. If you are offering an e-course, showing an image of books and CDs can help readers visualize it.

3. Prove yourself socially.

Similar to earning an endorsement, gaining social proof adds credibility to your offer. A third-party recommendation of your blog may seem difficult to get, but all you have to do is guest post on popular blogs to get the same effect.

Be sure your posts are completely original so they will add value to the host blog as well. Well-known blogs only publish guest posts that are intriguing and useful, so if you are able to be featured, you will prove that your content is worth reading on a regular basis.

4. Know what your audience wants.

Do you know what your audience really wants? I’m talking about the things that keep them up at night, like a viral blog post or a successful Twitter campaign.

When you understand what your audience really wants, you are able to spell it out for them in your offer. The best way to do that is to speak with your readers in person or on the phone. Even if you can only talk to a handful of readers, their insight will help you craft more compelling CTAs for your entire audience.

5. Always be relevant.

What is the best time to offer readers a free e-book on SEO? The best time is right after they’ve read your blog post on creating keywords.

An SEO e-book offer is relevant to readers who’ve already shown interest on the subject by reading your blog post. So, you are more likely to get clicks on your CTA because your audience is primed to want more information on the subject.

Creating relevant offers takes time, but as you continue fueling your blog with engaging content, you will build a stash of content to repurpose for future CTAs.

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How do you create offers your audience can’t resist? Share your tips for creating effective CTAs in the comment section below.

Image courtesy of designyourway.net

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Tags: ads, blogs, call-to-action, CTA, Marketing, online marketing, Search Marketing, social media, websites
Posted in Marketing, Search Marketing, Social Media | No Comments »

How to Use Tumblr for Online Marketing

June 1st, 2012 :: Monika Jansen

With 20 billion posts and 50 million blogs, Tumblr is making its mark in the blogosphere. But a Tumblr blog is a different animal than, say, its WordPress or Blogger cousin. Instead of content chunks sprinkled with an image or two, the Tumblr blog consists mostly of links, images and video. In other words, the regular blogging rules do not apply to Tumblr (at least entirely), so you will need to study up on this platform to leverage it for your brand.

This how-to guide for Tumblr will tell you everything you need to know to get started using Tumblr to market your business. From there, it will be up to you to keep calm and tumble on.

Generating Content

The first consideration when launching a new Tumblr presence is sourcing your content. Where will you get content to make your Tumblr blog effective?

If your company already creates media, through a blog or YouTube channel, you should have plenty of content just waiting to be repurposed. Take advantage of the content streams you have already, but be sure to break each post down to its simplest form. Tumblr posts are short and sweet, so save the in-depth posts for your regular blog.

You can also curate and aggregate content from around the Web, including from other Tumblr users. Just be sure to source everything appropriately.

The most successful Tumblrs make images the focus of their content. A few engaging images with links and concise copy sprinkled in will work nicely for this medium.

Planning for Success

Just like any other marketing tactic, you will need to make a plan for your Tumblr activities. Start by asking yourself who you’re trying to reach through Tumblr. Then, plan out exactly how this medium will help you accomplish that.

Your Tumblr goals may be more short-term or singularly focused than on your company’s main blog. For example, you may consider creating a Tumblr blog for a particular campaign, event or product launch. Decide how Tumblr can work for your own business’s needs.

It’s also a good idea to create an editorial schedule specifically for Tumblr so you can be sure to produce a good mix of content and keep yourself organized. Keep in mind that Tumblr is a place to promote a lifestyle, and not a place for shameless promotion. Your strategy should be to promote links, videos and images that will interest your audience.

Measuring Your Efforts

Unlike other media, there is no widely accepted set of benchmarks for establishing success on Tumblr right now. So, you’ll want to create a mix of qualitative and quantitative goals to meet.

Keeping track of metrics such as number of followers and re-blogs is a good start. You can also measure more subjective things like quality interactions with individual audience members. Your main goal is to become a valuable asset to the Tumblr community, which will take some time to accomplish.

Using Highlighted Posts

Tumblr’s monetization plan is still unclear, but the company recently unveiled highlighted posts at $1 each. These posts can help your company stand out on the Tumblr dashboard at a very reasonable price.

Maybe you’ll want to share a new product upgrade, promote an upcoming event, raise awareness for a cause, or simply share a great photo. Just don’t overdo it because, as with other social media platforms, you don’t want to come across as too sales-y.

***

Is your company on Tumblr? Share the innovative ways you are using this platform in the comments section below.

Image courtesy of knowyourmeme.com

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Tags: blogging, Marketing, online marketing, social media, Tumblr
Posted in Marketing, Social Media | No Comments »

8 Changes to Google+ That Can Affect Your Marketing Efforts

May 10th, 2012 :: Monika Jansen

Just like any social network, Google+ is always changing its features and improving its user experience. Unfortunately for marketers, these changes mean added work, as we try to keep up with the best ways to use social media to interact with customers and clients.

In social media, however, change is inevitable – but you can get a quick handle on the recent Google+ changes simply by reading this article. In it, I’ll share the eight major changes on Google+ and how you can leverage them to boost your marketing efforts.

1. Switch between Page Admin and Personal Account with ease.

This feature is great for marketers who like to keep up with both their business’s page and their own personal Google+ profile. When you click on your icon, a drop-down will appear with all the pages you manage. Or, you can use the navigation ribbon on the left of the screen to access your pages.

2. Use the new top navigation to customize which pages you see.

Now you can add your two most important circles to the top navigation to keep tabs on your most loyal customers, newest prospects, or whomever else you choose. Adding your favorite circles is easy with a drag-and-drop feature you use from the left-hand navigation ribbon.

3. Promote your page on the right-hand sidebar.

Now Google+ is recommending pages that users might want to check out in a space on the right-hand sidebar. While the exact nature of the algorithm used to determine this is unclear, the pages seem to be related to those followed by your circles. By building up your followers, you increase the chances your business will be featured here – which is basically like getting free advertising on Google+.

4. Now you can easily see who is engaging with your page.

When you click on the +1 or Share icons of any post, an “activity drawer” opens to show you a thumbnail image and name of everyone who has shared that post in some way. This feature comes with a built-in incentive to +1 and share more since doing so means your name and image will be seen more.

5. You can create better photo albums and videos.

Sharing photos and videos of your products and events adds interest to your page. Now, images are larger and full-bleed, meaning there are no borders. Use photos and videos to show the employees behind your company, to share PowerPoint or SlideShare presentations, or to share recorded hangout sessions (see below).

6. Try out the new Hangouts Page.

This feature gives you yet another way to build community and communicate with your network. Hangouts are on the left-hand navigation and highlight live YouTube video chats others can join. You can see what’s being talked about, get feedback, and make pitches by joining relevant chats.

7. Use the Trending Topics and Explore sections.

Now Trending Topics appear on the right-hand sidebar of people’s homepage so you can keep your eye on them. If you post about topics that are trending, you could get more visibility for your business in its new, more prominent location. Be sure to note that Google+ does not feature “Trending on Google+” on the home screen when you’re logged in as a page, so you’ll need to click on the “Explore” icon to see what people are talking about.

8. The Header Image and Profile Photo have new features.

Now you can grab users’ attention with improved versions of these images. Your profile image is in a prominent space in the top right corner, and there’s more space for your photo strip. You can even change your photo strip layout to feature one large image – similar to Facebook – or keep the old five-photo scrapbook layout.

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Now that you’re aware of the newest changes to Google+, you can proceed with your social media marketing efforts with confidence. Be sure to check the Grow Smart Business blog often for all the latest social media updates.

Image courtesy of frombogotawithlove.com

Google+

Tags: Google, Marketing, online marketing, social media
Posted in Marketing, Social Media | No Comments »

How to Use Pinterest for Marketing

January 12th, 2012 :: Monika Jansen

You may have heard of Pinterest, a social bookmarking site where you “pin” and share interesting images on the Web – but what does it have to do with marketing?

While Pinterest has mostly been the domain of brides-to-be, crafters and fashionistas, smart marketers are harnessing this fun social network to generate buzz for their products.

If you’re not yet convinced that Pinterest has marketing value, let me make my case:

A Hub of Influencers

Pinterest users pin images they love, browse what other users have deemed pin-worthy, and follow those with a knack for finding the coolest (or hottest) items. Basically, the network is a community of curators, and those curators with the greatest influence, or following, are exactly the people marketers want to connect with.

Staying on Top of Trends

Once you’ve spent some time on Pinterest, you’ll begin to notice which products and styles are trending in real-time. Better yet, you’ll be able to take cues from the big influencers to find out what will be trending next.

SEO Strategies

There are two benefits that Pinterest can bring to your SEO campaign. The first is local link building–you can embed a link to your store’s location in your Pinterest descriptions and comments. Secondly, Pinterest automatically links to an image’s originating site, so you can quickly amass a collection of visual links.

Marketing on Pinterest

Getting started on Pinterest is pretty straightforward, but you’ll need an invite to join. You can easily request one on the site, and then you’re ready to begin:

1. Check to see if any of your products have already been pinned

This simple first step will give you a baseline for your future Pinterest marketing efforts, as well as help you start making connections on the site.

2. Start pinning things you like, but be sure not to strictly self promote

In other words, pin other people’s products as well as your own. The idea is to build credibility and join the existing community. It’s also a good idea to think strategically when creating boards (collections of images you pin). For example, a sports company could create boards relating to sports as well as the location of their store.

3. Use the search function to dig deeper into the site

At first glance, Pinterest may seem overwhelmed by home decorating and art-related images. However, searching for specific areas of interest to you will reveal other niches within the site. You can also use the search function to identify opportunities for your own category creation–what is missing that you could provide?

4. Pin and be pinned

You will have to invest time into pinning things in order to get the most out of the site. You can add the Pinterest bookmarklet to your browser to quickly add things you find on the web. You may also want to add the Pin this button to your website, which functions similarly to a Facebook Like button, to encourage pinning.

5. Grow your following

Invite people from Facebook and your email list, especially your customers, to Pinterest. You can also grow your following the old-fashioned way by participating and pinning so others can see what you’re all about.

6. Focus on engagement

After all, Pinterest is a social network, so you want to apply the same engagement principles you use with other forms of social media. Make comments on other people’s pinned objects, reply to people’s comments on your pins, and otherwise be social on this fun and addictive site.

***

Have you used Pinterest for marketing yet? What strategies do you find most effective for promoting products and generating buzz on Pinterest?

Image courtesy of creative design agency Arrae

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Tags: engagement, followers, influencers, Marketing, online marketing, Pinterest, product marketing, seo, social media, trends
Posted in Marketing, Social Media | 7 Comments »

Small Biz Resource Tip: Spring Metrics

January 6th, 2012 :: Maria Valdez Haubrich

Spring Metrics

Before spending crucial operating capital on online marketing methods that may or may not convert leads into actual sales, take the time to analyze what’s working and what’s not with Spring Metrics. Spring Metrics can show you where your conversions are happening so you can manipulate your marketing plan to do more. You can compare online marketing channels and analyze keywords to find out which are actually generating revenue. Get focused on what’s working instead of drowning in meaningless data. The basic plan is free; there are also subscription packages with pricing based on how many visitors you get.

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Tags: online marketing, small business marketing, small business resources
Posted in Business Development, Marketing, Resources, Sales Process, Small Business, small business | 1 Comment »

6 Surefire Ways to Improve Online Marketing via Your Website

December 6th, 2011 :: Monika Jansen

Websites, white papers and blogs – there are plenty of sources out there for improving your online marketing strategy. They range from simple (set up a website) to complex (put together a fully integrated social media marketing program that uses Facebook, Twitter, LinkedIn and Foursquare to promote your business).

Let’s keep it basic, though, and focus on 6 things you can do to improve your website:

1. Create clear and concise website content.

This is something I write about a lot. Be clear about the value you offer customers with straightforward, clean Web copy that focuses on benefits, not features, and avoids fluffy descriptions. Simply list what you do and how you successfully solve your customers’ problems.

To ensure it really is clear, ask friends and family who are not in your industry to read it. If everyone quickly grasps what your company does, great job! If not, try again or ask them for suggestions on improving the copy.

2. Add video.

One of the best ways to engage your prospective customers is by including a video that introduces your product or service in a quick and easy-to-understand format. You can make one yourself (just do a quick search for Web video templates) or outsource it to a graphic designer. Just make sure your video does not auto-play when a visitor first lands on your website.

3. Stay focused.

Keep your website content tightly focused on the benefits of your products or services. Do not expound at length on your background or why you started your company, or continually repeat yourself, a common mistake. Save all thought leadership for your blog, social media sites or your website’s resource center.

4. Go mobile.

If you have an app that can be used on mobile devices, like smartphones and tablets, let customers know on your home page – and link to the app on the App Store, Android Marketplace, Blackberry App World or the Windows Marketplace to make it easy for them to find and download it. Mobility is a major selling point for everyone who is busy, so this is a great way to grab their attention.

5. Tout free trials or demos.

If you offer free trials or demos of your product or service, don’t bury it in your website. Make that a visible, primary call to action on your home and contact us pages. I love it when companies turn those calls to action into big buttons so you can’t miss them.

6. Make signing up easy.

Help your buyers get started with your products or services right away by allowing them to sign up easily on your “home” and “contact us” pages, or by walking them through the steps they need to take to get going.

Do some – or all – of these things, and more of your website visitors will call or email you – and turn into potential customers.

Image courtesy of creative design agency Arrae

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Tags: apps, calls to action, Marketing, mobile apps, online marketing, social media, video, web video, website content
Posted in Marketing | 1 Comment »

3 Easy Ways to Measure Online Marketing ROI

September 21st, 2011 :: Monika Jansen

If you’re not measuring your online marketing results, you really have no idea what kind of impact you are having – are you making an impression, finding new customers, getting some sort of ROI?

The best approach is to connect old and new measurement tools to ensure you are competitively promoting your business. Try out the following three simple strategies:

1. Measure conversion sources and click-throughs.

Sales leads have been the standard measurement of marketing efforts for a long time, but the development of new technologies and the growth of the Web are making it easier to get a more holistic view of what kind of impact you are really having.

Use Google Analytics and Omniture to keep track of conversion sources and click-throughs – two very important metrics to track. They’ll help you understand where your Web visitors are coming from and what links and landing pages they are using the most.

2. Focus on exposure.

Google yourself and your business. Where is your content appearing in search engine results when someone enters keywords? How can you promote your website to get higher and higher listings?

As a small business owner, it is in your best interest to develop new ways to expose your ideas before you even get to the actual sales cycle – you want to get potential customers hooked before you get into their pocket. Your ultimate goal is to make your ideas and content more visible to the public.

3. Measure reach from month to month.

It’s easy to get lost in a jungle of information metrics; don’t ignore important data and let it become a confusing burden instead of a gold mine of information that will help you improve your marketing strategy.

Avoid making this mistake by focusing on a few key basics. Track the number of people reading your blog posts and your performance in search engines. Keep an eye on your Twitter following and Facebook page, measuring your improvement month-to-month. All of these tools are easy ways to determine your reach and how it is growing (or shrinking).

Use these strategies to measure what matters, and you’ll soon find yourself with more business than you can handle.

Image by Flickr user Havar og Solveig (Creative Commons)

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Tags: blog, click-throughs, conversion, Facebook, Google Analytics, Marketing, Omniture, online marketing, ROI, search engine results, social media, Twitter
Posted in Marketing | No Comments »

Small Biz Resource Tip: American Express OPEN’s Business Gold Rewards Card

August 30th, 2011 :: Maria Valdez Haubrich

American Express OPEN’s Business Gold Rewards Card

With small businesses spending more and more on their online marketing campaigns, American Express OPEN has announced a new rewards program to help entrepreneurs earn points for their marketing efforts. Using the Business Gold Rewards Card, members can earn double points when they use their OPEN card to purchase online marketing. In addition, card members can then use their points to buy Facebook advertising. According to its own marketing survey, American Express OPEN found 75 percent of small business owners plan on adding some form of online marketing this year whether it be start a website, social media, search advertising campaigns or mass email. (Bonus: The card also awards triple points for airfare purchases.)

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Tags: online marketing, small business credit cards, small business marketing, small business resources, social media
Posted in Capital Access, Marketing, Resources, Search Marketing, Small Business, small business, Social Media, social media | No Comments »

Small Biz Resource Tip: Fiverr.com

July 26th, 2011 :: Maria Valdez Haubrich

Fiverr.com

If you’re just starting out as a business owner, two of the hardest challenges are 1) spreading the word about your new business and 2) getting the help you need inexpensively. Fiverr.com is a fun and clever way to do both at once. The site allows entrepreneurs (or anyone) to offer their products and services for $5. At this meeting place for “people to share things they’re willing to do for $5,” you can sell or buy just about anything. Recent postings included website reviews and business card design, and if you’re looking for radio advertising, someone was selling 30 seconds of airtime. Want to test the waters with a new product or service? Try selling it for a $5 introductory price and see who bites.

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Tags: online marketing, small business marketing, small business resources
Posted in Marketing, Resources, Small Business, small business | 2 Comments »