It seems you can’t turn on the news these days without hearing the increasing hysteria surrounding the United States and China trade war. Politics aside, it’s a very real concern for sellers. It’s important to follow the ongoing battle to understand how it might effect your business down the road. This dispute over duties, however, could take a decade or more to resolve. This could be our new normal, for now. The important thing to remember is that this is affecting every pillar of the retail industry. From the heaviest hitters, down to Amazon FBA sellers, no one is immune to the 10-25% increase in duty rates. Walmart, Amazon’s biggest direct competitor, has to raise the cost of their goods to help absorb some of that cost, just like everyone else. For the most part though, it means the consumer is left to shoulder the burden. They’re the ones paying the higher prices. Or, in some cases, the retailer/seller will choose to carry the extra cost themselves, shrinking their profit margin. Neither option is ideal, which is why we’re going to address the top concerns for Amazon sellers here, along with a few alternative options. What can you expect? Renegotiating with ... Read More
Today, I want to focus on some things that you can and should be doing with your LinkedIn profile before you start to advertise on the platform.
According to LinkedIn, there are more than 500 million members on the site with more than 60 million senior-level influencers and more than 40 million decision-makers engaged on the platform. It’s clearly the place to find the prospects you covet most.
But with most good things, it’s important do it right. Here are some things to consider before shining the spotlight on your profile.
Optimize Your Company Page for Key Phrases and Content That Matters to Your Target Audience
Your LinkedIn Company Page will provide lots of opportunities for prospects to learn more about your company and engage with relevant content. Optimize your Company Page for search to gain visibility with the people searching for topics or services that are relevant to your brand.
Dust off the list of important SEO and paid search terms and incorporate as many of them into your Company Page content as possible. Don’t go overboard, your Page should contain interesting content and clearly articulate who you are and what you do. But including words or phrases that your potential prospects use when searching on the platform will go a long way toward increasing your organic traffic and creating relevancy.
Creating links to your Company Page is essential for boosting search rank as well. It’s a good idea to create links to your Company Page from your website, blog, and any other marketing materials that you distribute.
Finally, the best way to improve rankings and visibility is to share quality content that engages your audience on a regular basis. When you regularly produce or share content that your followers engage with, your Company Page will appear in search results more often. More on that in a moment…
Add Company Page Followers
Before you drive traffic and interest in your brand through paid channels, it’s a good idea to have as many followers as possible. You want new visitors to your profile to see you as well-connected in your industry, or as an authority figure. This is also how you will extend your reach on the platform. When people follow your Company Page, updates that you post appear directly in their LinkedIn feed. The more Company Page followers you have, the higher the reach potential of each update you publish.
If your goal is to generate leads and raise brand awareness, develop a list of target companies, influencers or people that you want to become prospects. Define their general demographics (region, industry, company size, job titles, etc.) and start to understand what content is most interesting, relevant and useful to them. Then…
Publish Engaging Content on Your Company Page
Sounds simple, right? Well, content is an art form and I’m certainly not going to cover it all here. But the objective here is to produce and curate content that your audience finds engaging. It’s important that you have a good mix of content. On LinkedIn, people are constantly being pitched so you want to take the time to establish an online rapport or relationship with your audience.
People invest a lot of time on LinkedIn, so it’s a great opportunity to develop content that addresses and solves pain points. Or, offer your take on news and trends in your industry. Content that help people perform their jobs better, answers questions or shows how your products and approach solves their problems almost always gets noticed.
If you really want to crush this idea, create videos. LinkedIn favors video content (as of now) and typically gives it more reach than other traditional means.
Don’t think that you have to do it alone. It’s a great idea to share other valuable content with your followers, too. Again, it’s all about having a good content mix.
According to LinkedIn, 74% of prospects choose the company that was first to help them along their buyer’s journey. Even if it’s not your content, but you are making those initial connections and defining your company’s vision and values with your target audience, sharing others’ perspectives can be a powerful way to help build your brand and establish relationships with key decision makers.
Now, Sponsor Your Best Content or Make Your Best Offer
Now that you’re Company Page has a decent following, engagement is happening and the content is useful and flowing, it’s time to start taking your message to the masses. Identify posts with high engagement and consider sponsoring it directly in the LinkedIn feeds of the professionals you want to reach on LinkedIn. This is where LinkedIn can really shine.
Not sure how to target your audience with LinkedIn Ads? Check out LinkedIn Targeting – How to Create Targeted Audiences That Scale to get started.
The evolution of marketing automation has had a profound influence on marketers and buyers alike. From the days of spray-and-pray email marketing and complicated database marketing, the technology and expertise of marketers have truly elevated marketing automation as a practice. Today, we use technology to analyze buyers’ digital body language to personalize, engage, and incite action on dozens of channels.
But we still have a long way to go. Today’s MarTech platforms advance at an uncatchable rate. It is incumbent upon marketers to strive to make the customer experience better by being present, relevant, and helpful. This imperative to improve will be the underlying theme in how marketing automation evolves. The industry will need to shift to anticipating what buyers need and how to serve them.
In this blog, we’ll explore the top five trends that will define the future of marketing automation.
The Need for Experimentation and Testing
In traditional marketing, the costs for trial-and-error experiments were significant. Today, the capabilities of specialized testing tools allow marketers to make micro-investments in new channels and tactics that enable rapid optimization and course-correction.
The concept of experimentation will have a profound influence on the marketing automation industry. Marketers crave the ability to test and learn to get ahead of the competition and to connect with busy and distracted buyers. Those looking to achieve sustainable results will need to develop a fearless culture of innovation, with an iterative approach to strategy and tactics.
In a 2018 interview with VentureBeat, Steve Lucas put forward: “[The future] belongs to those who embrace change, act boldly on their convictions, and understand that the willingness to take risks is what drives innovation.” When it comes to marketing automation, these questions must be considered:
The Shift Toward True Omni-Channel
Many marketers today excel in mainstay digital channels like email and social media. However, the marketers that will be successful in the future will look at all channels holistically to build relationships with customers. What used to be known as integrated marketing, will be omni-channel marketing for the years to come. Technology will advance to incorporate and invigorate how marketers leverage these channels.
“Marketing automation is vital to omni-channel marketing,” says Helen Abramova, Marketing Automation Leader at Verizon Business. “Generally speaking, marketing automation is all about connecting the dots, creating a complete picture, and planning and executing upon your strategy. Of course, there are some gaps, as not all channels are easily tracked digitally, but that makes it even more important to collect and process all possible touchpoints.”
The marketers and MarTech platforms of tomorrow will embrace and integrate all channels, while still allowing for personalization and relevance every step of the way.
The Resurgence of “Permission Marketing”
Though almost 20 years since its publication, Seth Godin’s book Permission Marketing rings as true today as ever. With new data privacy laws and regulations, consumers and governments are requiring companies to take consumers’ personal information seriously and to treat it with respect.
New anti-spam and data acquisition laws necessitate earning the trust of your audience. To do that, marketers must provide value, and demonstrate authenticity and transparency.
“Being ‘anticipated, personal and relevant’ is not optional—it is a must.” Helen continues, “It’s easier to load a list and send them an email—but it’s so much more important to find the right people, create the right message, and deliver it at the right time.”
Business buyers today are informed, curious, and aspirational. The marketing automation of the future will evolve to support that: to let buyers know what is interesting and helpful, and what can be done to achieve greater heights for their business.
The Never-Ending Evolution of Social Media
The ever-changing landscape of social media further defines the future of marketing automation. Social media is rapidly becoming a staple in the lives of digital consumers. It falls onto marketing leaders to orchestrate the right mix of channels to best engage them. This includes listening to what customers are saying, guiding them to the resources and answers they need, and crafting the right conversations based on the given platform.
An online study from IDC showed 55% of senior decision makers tap into their social networks before making a purchase, a number that will continually rise in the future. Marketing automation can be a part of that framework by automating processes and workflows caused by specific social behaviors or cumulative activity.
The marketing leaders of the future will need to define the right marketing mix of digital, social, and other methods to move their business forward.
The Need for New Ways to Deliver Content
As the go-to channels become more saturated, it becomes more critical for marketers to communicate to buyers through new channels. This includes changing and matching the communication style, such as shorter content when consumers are busy, and more in-depth content when you have their undivided attention.
The growing trend because of advanced technology, a more reliable internet connection, and better devices is the proliferation of video. As buyers want faster and more visual explanations to become informed, marketers need to cater to this need by communicating in this new medium.
“Video content isn’t new, but the way in which marketers use video to connect to their audience is shifting,” says a marketing leader from an enterprise video platform. “Information that is typically consumed via written guides (tutorials, articles, updates) now can be delivered in a quick, digestible video that users can consume on their mobile devices.”
Along with an evolution of video marketing, the ideas of experimentation and new marketing mindsets will continually drive growth. Marketing automation teams can expect this to impact their future positively. These improvements will undoubtedly create a better overall experience for both buyers and businesses alike.
As an avid hiker and kayaker, I understand the value of deciphering complex landscapes to identify the fastest, safest, and most successful journey. As a marketer & consultant, I often apply the same skills to decipher digital behaviors. To engage audiences as individuals, we must be able to track personal progress within the audience-brand journey. The map audience interactions to specific journey milestones can help regulate messaging, optimize spend, and prove to stakeholders that marketing delivers daily results.
In this blog, I’ll review the value of audience journey mapping. I’ll also describe how to define, align, and leverage journey-specific knowledge to optimize marketing results.
Journey Mapping Defined
Many marketers have not heard of digital journey mapping before. A digital journey map is a visualization of every experience a customer or prospect has with your business in the digital world. Leading solutions deliver unique capabilities to marketers that assist with this visualization. They also make it possible to outline the specific steps within one or multiple buyer journeys to visualize audience progress towards a deeper brand relationship.
Each company has a unique approach to building relationships with audiences. As such, each brand has unique definitions of success and progress toward established and growing relationships. With this in mind, marketers need a solution that can support those definitions and accurately map appropriate indicators of progress for specific business needs.
Audience Journey Mapping Examples
Let us start by simplifying a more detailed audience journey into five main stages: identification, engagement, conversion, cross-sell, and advocate. As seen in example 1 below, more sophisticated engagement platforms offer the capability to set up specific buckets for tracking individuals that have attained a given journey status, as well as to define custom criteria for reaching that status.
Example 1: Sample generic audience journey map for tracking conversion towards ongoing brand engagement, conversions, and advocacy.
Three elements need to be available to accomplish buyer journey tracking:
Additional examples of audience journey maps are included below:
Example 2: A sample audience journey map with additional layers of tracking. These layers are specific to the medical recruiting industry.
Example 3: A sample sports fan journey map.
Example 4: A sample B2B audience journey map.
Identifying Your Journey Stages
With access to the right technology for defining and tracking audience journey progress, as a next step marketers need to define the stages within the audience journey. A one-size-fits-all approach does not apply, though some general guidelines can assist in establishing the right categories.
Consideration #1: Track Relationship Progress
The easiest place to start in defining stages for your journey map is to include the targeted categories of relationship progress. As noted within the generic audience journey map example, these stages demonstrate an increasing involvement with a company as contacts journey towards initial purchase, ongoing purchases, and even advocacy. By starting with these generic stages, it is possible to refine the specific categories of progress for each company. Are there specific labels your company uses for a given stage? Do you have sub-stages?
Consideration #2: Track Internal Handoffs or Potential Process Bottlenecks
In addition to the relationship stages, it is important to consider adding critical handoffs or phases. For example, while product proposal review may not be a standard stage within your process, it may be helpful to track pre-and-post proposal interactions to see if the additional communication or brand differentiation would help speed up or enhance the proposal process. Any critical hand-offs between teams are another stage to consider adding to your tracking.
Consideration #3: Track Major Milestones & Repeating Evaluation Phases
For larger, more complex relationship development or selling cycles, it may be important to create additional stages that indicate relationship health. As seen in the example below, many industries have ongoing project requests that will span multiple years. Add a recycling stage to listen for the presence or absence of a project. Additionally, project evaluation milestones can deliver additional control over communication and follow-up that is coordinated through the right engagement platform.
Example 5: Long sales cycle audience journey map. Repeating evaluation of project status evaluation.
Defining the Right Metrics for Tracking Progress
As seen in the example audience journey maps, there can be a wide variety of stages to track progress towards conversions. Taking a closer look at these examples, the purple arrows represent “tracking rules” that define the digital behaviors indicating an audience member is moving towards an increasingly positive outcome. Apart from flexibility within stage definition, marketers need the capacity to listen for any kind of digital interaction, evaluate the value of those interactions, and apply them to the journey model.
Metrics Consideration #1: Need the Right Platform to Capture Interactions
One challenge marketers face for both audience-communication alignment, as well as journey mapping, is the access to the right depth and breadth of digital information to fuel the progress. For example, many companies have custom objects or activities within their systems of record that they would like to use to evaluate progress. Additionally, the recency & frequency of interactions, or the absence of interactions, can be indicators of the forward movement or lack of interest of audiences.
Metrics Consideration #2: Keep It Simple to Start, Grow Over Time
When I first started using a more sophisticated means for tracking audience journey progress, the temptation was to get overly granular with the indicators that denote forward progress. While it is vital to have a system that can capture the right granularity and frequency of interactions, it is also essential not to over-engineer the tracking of results. Start by identifying the most critical digital interactions that denote progress, then add secondary digital behaviors to supplement any gaps or refinements.
For example, many interactions can be consolidated to an overall engagement score for the engaged stage. Instead of adding rules for every type of top-of-funnel interaction, look for key conversion points such as filling out forms, completing applications, engaging in an online chat, etc. Look for the easiest starting point for interest indicators, then fill in gaps over time.
Applying Journey Stages to Communications & Reporting
The final piece and ultimate value of creating audience journey maps is to use the overarching status of contacts as part of their communications strategy and to track the impact of marketing. Here are a few scenarios for applying journey tracking:
Communications & Reporting Consideration #1: Optimize Marketing Spend
With the added visibility into where people are at within their relationship with your brand, it is easier to ramp up, ramp down, start, or stop communication. This allows marketers to recover marketing dollars by strategically assigning resources where and when they are needed to deliver outcomes.
For example, instead of adding all contacts to your remarketing messaging, consider adding specific segments and audiences to targeted messaging. It is also possible to stagger more expensive forms of communication, such as direct mail, so that they are only used when forward progress through the journey has slowed.
Communications & Reporting Consideration #2: Optimize Nurturing & Personalization
Coupled with the optimization of marketing spend, it is possible to leverage journey status to assign communication with a greater degree of personalization. Consider mapping specific messages and calls-to-action to targeted stages within the journey. Adjust the timing and intensity messaging and offers based on journey progress to improve the impact of campaigns.
Communications & Reporting Consideration #3: Prove Impact
Beyond the optimization of marketing programs, the ability for marketers to visualize the in-flow, outflow, and balance of audiences within journey stages makes it easier to prove that marketing is making an impact on revenue. Often times, marketing is having a massive impact on the perception and forward progress of brand consideration. To prove the impact on the journey towards conversions, marketers must track the intermediary digital indicators of progress, not just the addition of new names and conversion of contacts—audience journey tracking enables a higher degree of visibility into marketing impact over time.
Customer Journey Mapping for Your Company’s Future
We must incorporate the full landscape of digital interactions to completely understand the progress of audiences toward a conversion. To accomplish this, marketers must integrate solutions that can track this progress using definitions that match their specific business needs. Leading marketers are incorporating audience journey mapping into their marketing because it allows them to optimize marketing spend, improves the use of personalized messaging, and delivers more tangible proof of marketing ROI.
As always, I hope this article has been of use to my fellow marketers, and I welcome additional commentary and feedback below. Here’s to proving the impact of marketing throughout the complete audience journey!
Just two more weeks until that magical time of year – Black Friday and Cyber Monday! If you aren’t familiar with Black Friday or Cyber Monday, they’re supposedly two of the biggest shopping days of the year on Amazon. Black Friday is the day after the US holiday, Thanksgiving, and Cyber Monday is the following Monday. This year, Black Friday and Cyber Monday fall on November 23rd and November 26th, respectively. But are those days really the biggest sales days during the holiday season? Our research says otherwise. Here’s why: Big Businesses are Gearing Up for Black Friday and Cyber Monday Thanks to major retailers getting in on the fun, competition for sales is a lot higher during Black Friday and Cyber Monday. However, most of them are still passing up a killer sales opportunity, by spending most of their budget elsewhere. Ad platform Nanigans shared the following information with marketing and advertising blog Marketing Land, which was gleaned from a survey of 100 retail marketing leaders: 25 percent of ad budgets are spent over the Black Friday weekend. The ads start running around Halloween, with a significant portion of the budget being spent on Black Friday. Cyber Monday tends to get a ... Read More
The post Black Friday Isn’t The Best Selling Day on Amazon (Here’s Why) appeared first on Jungle Scout: Amazon Product Research Made Easy.
Black Friday and Cyber Monday are less than two weeks away. That means big sales for Amazon FBA sellers. But are you prepared for the holiday rush? Here are ten things you need to be doing right now to prepare yourself, and your Amazon listings, for Black Friday and Cyber Monday: 1 – Make Sure You’ve Got Plenty of Stock When you’re dealing with 40 orders per day per SKU (stock keeping unit), the last thing you want to do is run out of inventory. Ideally, you should have at least 3-4 times the normal inventory you would for a non-holiday month’s worth of sales. Yes, Q4 storage fees are much higher compared to those you pay during the rest of the year, but paying a few extra quarters to keep your stuff in an Amazon Fulfillment center is much better than running out of your top selling product in the middle of the holiday rush. 2 – Start Advertising Now Recently, we ran an article that revealed that the “big” retailers start advertising as early as September for Black Friday and Cyber Monday. But then they stop spending. We believe you should continue to advertise all the way up to ... Read More
The post 10 Things You Need to do Before Black Friday & Cyber Monday appeared first on Jungle Scout: Amazon Product Research Made Easy.
When it comes to marketing, times have changed. From advertising to public relations, digital has taken over. Hiring and keeping talent is more difficult and the use of consultants has risen, making capacity planning hard. The growth of project-based work is complicating team utilization and pipeline forecasting for in-house marketing teams and agencies. Even acquiring new clients has taken on a life of its own.
Meanwhile, competition is at a high, so it’s critical agencies increase efficiency and profitability. Owners and senior leaders need tighter control over time and cost allocation, invoicing, pricing, cash flow, and projects. They need to analyze business metrics to gain insights that’ll provide a competitive advantage, and harness artificial intelligence (AI) for data on email habits to campaign performance.
This all brings up another pain point: the proliferation of tools. They add complexity, require data to be pulled manually, and can introduce errors. Managing and using them can be messy and time-consuming. A new marketing age requires a new approach to agency business.
Could professional services automation (PSA) be the answer you’re looking for?
Technology now allows agencies to automate business functions while presenting real-time insights into metrics for better decision-making. In fact, an entire agency—and everyone in it—can be united with a single accessible PSA platform.
For agency leaders, this offers the potential for some powerful business benefits, such as:
Increased Efficiency: PSA platforms can provide full project management through one outcome-driven tool, encompassing resource and budget planning, document management, collaboration, and tracking. The right one can also offer personnel utilization and service status, heat maps for availability, role, and skill matching—even automated suggestions.
Higher Profitability: More control lowers costs and raises profitability. Sophisticated PSA platforms can help agency leaders get time and expenses right from the start with pre-populated timesheets, stopwatch capabilities for tracking, notifications, and approval via any device. They can also chart accounts, A/P & A/R, corporate P&L, automate flexible billing, and use 24/7 real-time reporting.
Greater Proficiency: PSA tools can analyze the past and anticipate the future. Data and insight capabilities can provide real-time sales, customer, and project and utilization metrics. Configurable KPI boards can empower with fast access to vital data. Agencies can also bridge the gap between sales and delivery, quote to cash. Leaders can ensure the scope of work is on-target, manage and grow margins, forecast the work pipeline, and know what’s working best for clients.
If you feel it’s time to look into PSA, know that all platforms are not created equal—so there are a few things to keep in mind.
Let’s face it, technology sprawl has become a problem. Companies often have separate tools for tracking time, customer relationship and project management, billing and more. Be sure vendors know you want one tool to control them all. Also, the solution you choose should “play well” with other technology, deploying rapidly and integrating easily with critical tools.
Make sure the vendor is established. You don’t want to invest in something that may not be supported in the future. The solution should also be proven; immature technology frustrates users and stalls adoption. Along the same lines, you want to integrate your agency’s entire business functions and everyone in it. So most of all, be sure the tools are familiar, fun, and formidable.
Simplicity and intuitiveness are key. Otherwise, no one will use it, and your efforts and investment will be undermined.
Once your PSA solution is live, it’ll do the hard work. You and your team can be assured accurate insights are driving decision-making. That’s where usability comes into play: Choosing software that people want to use rather than have to use eases your utilization burden.
Taking Care of Business
These are challenging times for marketers. Changes come quickly, simply keeping up is a challenge, never mind losing hours to unnecessary administrative tasks, gathering data, correcting billing issues, preventing over-servicing of clients, and more.
At an agency, time is everything. In today’s ultra-competitive marketing realm, you’ve got to take care of business. The sooner you take control with a PSA solution, the more time you’ll likely have on your side.
With the hustle and bustle of the Black Friday and Cyber Monday shopping days ahead, are we seeing an increase in Amazon seller scams? We’ve heard from several sellers (all of whom received questionable calls and emails), and decided to investigate. And while you might think of phishing scams as money-transfer requests to foreign countries, these new scammers appear to be targeting new Amazon sellers. But that could never happen to you, right?! Well, the fact is: scammers are getting sneakier. They clearly know the Amazon space they’re attempting to infiltrate, and use convincing language in their emails and information requests to make sellers think the scammers are people they aren’t. There is nothing worse than a threat to your Amazon seller account, so make it your number one priority to protect yourself! Here’s what you need to know: 1. ALWAYS take a close look at the email sender and/or URL Email cons and phishing scams go hand-in-hand, so it’s important you know how to spot a fake. An email from Amazon is genuine when the address ends in @amazon.com. No other variation of @amazon.com is acceptable. Check the email’s header information too. If the “received from”, “reply to”, or “return ... Read More
SEO, marketing campaigns, and customer loyalty programs are just a few of the techniques you’ve likely used to draw customers in and keep them coming back for more. You’re competing against a lot of other things vying for your customers’ attention.
It’s hard to pinpoint an exact number of small businesses because the number is forever changing, but there are over 28 million small businesses in the United States alone. If you want to grab users’ attention and gain new customers, you have to make sure you offer what users want and even some things they didn’t realize they wanted.
Here are nine things your website should offer your visitors:
1. Place Navigation Near the Top
Consumers expect your site’s navigation to be in familiar places that are easy to find. Upon landing on your page, about 50% of visitors look for the navigation bar to figure out where things are on the site. Users want an easy way to acclimate themselves and move around without spending a ton of time figuring out where main areas of the site reside.
New Chapter places their overall navigation hierarchy at the top of the page. Note how the logo links back to the home page, another navigation feature that users expect. You have the most important elements first, and each main category has subcategories underneath. The navigation is intuitive and easy for visitors to acclimate to.
2. Give Them Amazing Offers
Who doesn’t love a good deal? Imagine that you’re comparing three similar products from three businesses. All other elements being equal, are you more likely to buy the one that offers an introductory deal or the one that doesn’t offer a discount? Figure out how to give your users amazing offers they can’t resist. Be sure to match your offer with what your users are looking for.
3. Include Contact Information
Consumers want to know that if they have a problem, it will be easy to contact your company and find a solution. They are entrusting you with their hard-earned dollars, so they expect a way to get in touch outside of a simple email address; although that is a nice thing to offer as well. Highlighting a phone number in a place easy to locate shows that you want your customers to stay happy.
Reynolds Solutions offers building solutions. They make it easy for customers to get in touch by placing a toll-free number in bright red in the top right corner of their home page. The header is sticky and remains in the same location as visitors navigate through the site. A static location keeps the contact info front and center and makes it easy for users to find.
4. Stay Consistent
Users want consistency in your branding methods. They don’t want a serious tone on your website and a funny tone on social media. The overall tone, design, and personality should stay the same no matter how the consumer comes in contact with your brand. Users get frustrated with big changes, too, so think them through carefully before completely changing the look and feel of your site.
5. Make Info Easy to Locate
Users want a clear look at what you have to offer and why it is the best option for consumers. Make information easy to locate, including any warranty type information. Everything should get laid out clearly and concisely, so the consumer’s questions are answered before they can ask them.
SMARTCORE Floors does a great job of laying out the differences in the four different lines of SMARTCORE flooring they offer. Note how they use images to highlight the look of each product line, a short header description, and then a short summary of the product. Users can then click on a link for even more information on that particular line of flooring.
6. Add Strong Calls to Action (CTA)
Once you’ve presented your information and perfected your design elements, consumers also want a strong CTA. Clear direction guides them and explains what action they should take next. A strong CTA is easy to locate because it contrasts with the rest of the page. You’ll often see CTAs in a bright pop of red or deep blue, for example, because it stands out against lighter backgrounds.
7. Use a Secure Socket Layer (SSL)
Security matters to many consumers and Google’s constant changes include a look at how secure your site is and if they should offer a warning to browsers if you don’t use HTTPS. SSL encrypts information and keeps it more secure. It is particularly important on eCommerce sites that collect personal information. If you don’t use SSL for some reason, at least let site visitors know how you protect the information they share with you. Adding SSL is fairly simple, though, and well worth the effort to protect your customers and keep your site trustworthy.
Alexander Real Estate uses SSL, which allows users to feel comfortable contacting them to either list or buy a home. Since they collect personal information to gather leads, this lends security to user information and allows users to feel secure sharing their information online.
8. Test Your Site on Mobile
More and more people are using mobile devices to access the internet than ever before. If your site isn’t mobile friendly, you’re missing out on a lot of traffic. 85% of people think a business’ mobile website experience should equal or surpass the desktop experience. Responsive design matters. Take the time to thoroughly test your site on different screen sizes and operating systems.
9. Speed up Images
If the images on your page load slowly, you’re going to lose site visitors before they even engage with your site. Almost 40% of people leave a website if images take too long to load. Broken images cause site visitors to bounce away. Images slow down page load times, but people also respond to images, so you have to create a healthy balance between text and images. Optimize images, so they load as fast as possible and get rid of images that don’t work.
People are busy. They are running to work, kids’ activities after school, and trying to shuffle 100 other activities. Anything you can do to make the experience of visiting your website easier translates to more engaged and dedicated customers. Look at your site through their eyes and figure out what works and what needs tweaking.
Hero Conf. You’ve heard about it. You’ve followed the tweets. You’ve seen photos of Brad Geddes & Fred Vallaeys dominating the main stage. And maybe you’ve attended. But one thing is certain, you haven’t experienced an all-PPC event quite like what we’ve prepared for Hero Conf Philadelphia 2019.
We raised our own proverbial bar at Hero Conf Austin this year, and it’s in our nature to only strive for better. Out of nothing but pure excitement, we’re anticipating the release of our agenda an entire month earlier than ever before. And while we keep you waiting, we’re offering tickets at 40% off the regular pass rate.
What makes a good training to you? Actionable content? Valuable networking? Exposure to tools, resources, and industry peers that can make you more efficient and thorough within your professional role? Check, check, and check. Hero Conf’s hype does not go unsubstantiated.
Join us for more than 40 sessions dedicated to covering the full breadth of the PPC industry. Our six tracks, designed to help you create a more relevant conference experience, include:
If you’re not ready to join your tribe just yet, stay updated as we roll out what you’ll be missing at Hero Conf Philadelphia 2019.