Matt Bailey discusses the foundational elements of creating a user-friendly site that will encourage users to convert. If you weren't here you missed out! It was jam-packed with info on making an intelligent site that leads users down the right path.GoalsWhen developing a website, it's important to have clear goals and stick to these throughout the development process. According to Matt, most sites suffer from the "Alice in Wonderland School of Web Design" where their development teams have no goals and follow whatever rabbit trail looks good at the time.Six quick tips for keeping your visitor's attention:Make your web site about the visitor's needs Rewrite for the webAnticipate objectionsTell your visitors what YOU doTell your visitors what THEY should doShow a little CHARACTERClarity - Help User Solve ProblemExamples:Good: GoToMyPC - "Access Your PC from Anywhere" - Has a clear value statement.Bad (PR Fluff): Mac - Claims to have changed the world with iMac. A bit … [Read more...] about Usability and Conversion Workshop – SBM Unleashed
Pathway john deere
Though the approach of using content in marketing initiatives has become more prevalent over the past couple of years, businesses have been employing content marketing strategies since the 1800s. Today, marketers use online content to educate and entertain their audiences in order to drive traffic, conversions and/or leads. Similarly, more than 100 years ago, companies used content (albeit different types) in hopes of increasing business and revenue. Consider John Deere. In 1895, John Deere started publishing a magazine for farmers called The Furrow. The company published the magazine in hopes of being a resource for their customers. The content featured in The Furrow was educational, and it focused on teaching farmers how to be more fruitful business owners — a quintessential example of content marketing. In the 1800s, the only way to get content to consumers was via magazine; there were no websites, blogs or social media sites, and most of the other available … [Read more...] about Is John Deere The Original Content Marketer?
Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the Web. From Marketing Land: Google Shows Nearly 100 Million Unsafe Browsing Warnings Per Week The Google Safe Browsing system is designed to warn people from Google’s search results and when using popular browsers if they are about to enter a site deemed unsafe due to suspected malware or phishing attempts. Google’s now sharing figures on how often it warns: currently almost 100 million times per week, along with other […] Media Buying 101: Why You Need Your Own Ad Server As an advertiser, there is no better way to purchase massive amounts of online display ad inventory than directly from publishers or ad networks. Granted, there is more legwork involved when compared to programmatic buying, and the CPM rates can be quite high — but this is offset by the ability to reserve large amounts […] Is John Deere The Original … [Read more...] about Marketing Day: June 25, 2013
Somehow they figure that the simpler tools on the market (such as Google’s free Content Experiments tool) won’t be able to handle their site. A more expensive tool, mistakenly, is assumed to yield more effective insight for testing, thereby “reducing” the risk of testing. This may even get fed this line by consultants who guide their clients to overly complex tools — why? no one is certain — claiming that the excellent free tools aren’t useful for a complex database-driven site. First, everyone thinks their own site is complex. Everyone. Just like everyone thinks their kid is cute enough to be a model for Gap Kids. But ecommerce sites are pretty similar — and simple. It goes something like this: Get customer to site Display product to customer Help customer decide to buy Accept her money with a thank you Ship out the goods Repeat Customers don’t care if what we have behind-the-scenes is simple or complex. All the … [Read more...] about The Price Of Perfection
My daughters are different than I am. And not in just the obvious ways: like age and gender. They’re different in the way they use technology. The reason why lies in the way the brain is formed. In today’s Just Behave, I’d like to explore what might be happening to our children’s brains. Several months ago, journalist Nicholas Carr asked the question: Is Google making Us Stupid? In past Just Behave columns, I’ve explored the impact of Googling and Internet exposure on our brain, including a fascinating study conducted at UCLA’s Semel Institute with Drs. Gary Small, Susan Bookheimer and Teena Moody. I had the opportunity to chat with Dr. Moody about the study. One of the things that emerged was that it appears that our brain literally rewires itself as we become more familiar with technology. There’s nothing particularly startling in this. This neuronal plasticity is the mechanism of learning. But not all brains have equal amounts of plasticity. … [Read more...] about The Wiring Of The Digital Native
I’ve spoken to the lead attorney in the case involving the woman who blames Google, in part, for directing her onto a highway where she was struck by a vehicle. Expressing amazement at the “firestorm” of attention the case has garnered, he explained some of the reasoning putting some of the blame on Google. Our prior story, Woman Follows Google Maps “Walking” Directions, Gets Hit, Sues, covers how Lauren Rosenberg was struck by a vehicle as she walked between two locations in Park City, Utah. Using her BlackBerry phone, she’d used Google Maps and its “walking directions” feature to generate a route. Those directions sent her down “Deer Valley Drive,” an alternative name for Utah State Route 224. She was struck on that highway. My key question for her attorney, Allen K. Young of firm Young, Kester & Petro, was the same that many reading about the case seem to have. Didn’t she know the road was unsafe for pedestrians, … [Read more...] about It Was Dark; She Thought Google Was Leading Her To Sidewalk
From a paid search perspective, the first impression of Google Instant is alarming. On September 8, Google announced Google Instant. This new feature uses a predicated query technique to establish the user’s intent. Although part of me finds Google Instant really intriguing, as a paid search marketer I have my concerns, despite Google’s assurance that this feature will not impact the ranking of ads (see Danny Sullivan’s notes about Google Instant from live blogging at the press conference.) Those concerns range from interesting, to wait and see, to alarming. Below are my early observations and first reactions to Google Instant. Regional impact Maybe I missed it, but during the live announcement, I did not hear mention of regional differences in query prediction. The example of starting a query with “w” and showing San Francisco weather drew a round of applause from the local, live audience. That sounds great! I would love to get my weather with one letter … [Read more...] about Will Google Instant Kill The Long Tail?
Aside from cutting back on cake, the best resolution small business owners can make this year is to invest in content marketing. Sure, maintaining a blog can be time-consuming and constantly thinking of fresh ideas is difficult. If it makes you feel any better, you’re not alone in the struggle. As a 2014 study from the Content Marketing Institute noted, the majority of B2B small business marketers are struggling to find enough time to produce quality, varied content: Yet the rewards far outweigh the effort if content marketing is done well. Don’t believe me? Check out these ten reasons why content marketing is the big business push that your company needs in 2015: 1. Everyone is Doing It…But Not Necessarily Well In the above study, sixty percent of small B2B business owners said they plan to increase their content production in 2015. In fact, 94 percent of them already use content marketing in some shape or form. The lack of volume is understandable. After all, … [Read more...] about Why Small Businesses Must Invest in Content Marketing
The debate is over. We no longer wonder if social media is as effective for B2B marketers as it is for B2C. Of course there are many more end-consumer buyers in the world than business buyers, but it seems that B2B social chatter wields disproportionate power, especially on the more B2B-friendly platforms like LinkedIn and Twitter. Research from Buzzsumo and HubSpot even suggests that on two out of the five top social networks for sharing content, B2B items out-perform B2C. LinkedIn’s own research (pdf), moreover, has found that that 77% of B2B buyers turn to their social feeds when they want to know more about the solutions they are evaluating. On the other hand, it’s important to remember that you can’t approach B2B and B2C social media marketing in the same way. While there’s plenty of truth to the “it’s all human-to-human (H2H) nowadays anyway” argument, B2C and B2B audiences do tackle content consumption, social interaction, and buying … [Read more...] about How to Create a B2B Social Media Strategy
Here’s a general question for you. What lasts, in our world? What really and truly stands the test of time, avoiding the cosmic laws of entropy and decay? It sure isn’t capacitive touch screens in a home with toddlers; I’ll tell you that. Stories endure. Guy meets girl, a man out-of-place, rags to riches, the quest, voyage and return; love conquers all – these are lasting tales that have been told since mankind knew how to tell them. “Once upon a time…” “A long time ago in a galaxy far, far away…” “It was the best of times; it was the worst of times.” “RAGE. Sing, Goddess, Achilles’ rage…” “Hello. My name’s Forrest. Forrest Gump. Do you want a chocolate?” Stories are immortal. Why Storytelling? Why do we tell stories? American literary scholar Jonathan Gottschall says it’s because we can’t help it. We have to turn things that aren’t stories into … [Read more...] about Why Marketing Revolves Around Storytelling