Category Archives: Content

5 post-conversion strategies to increase customer loyalty

The conversion should not be random. Once you have provided a basic level, you need to increase its performance (preferably – not allowing these errors).

Marketers tend to spend too much time to attract buyers rather than to keep them. While it may seem that the work on customer retention lies on the shoulders of support, wise marketers understand that these areas are closely related.

For business growth with disabilities simply not enough – they must be of high quality and represent a solid basis for relations, revolves, bringing business profit after the first sale.

In other words, marketers must continually optimize for the formation of “customer lifetime value” (hereinafter – SLV).

This does not mean that you necessarily have to raise prices by reducing the cost of the measure to attract one customer or to offer new services. Sometimes improvement CLV level is reduced to optimize the already existing systems – from the sales funnel, and ending support.

We are talking about the post-conversion methods!

The optimum conversion rate is expressed in the fact that customers are investing in your business is your time, trust and money, so they are more likely to buy your product again.

Here’sa 5 post-conversion strategies for the development of “lifetime customer value” that can be applied today.

  1. Focus on the customer

Marketer’s job does not end after reaching the level of the basic conversion. After buying the quality of leads you need to ensure the well-functioning of the system and turn customers into repeat customers.

In a study called Zendesk customers quality products / services (88%) and customer support (72%) for two main reasons loyalty of regular customers.

The importance of quality has not become a surprise for us, but the emphasis on working with the client is very interesting: it is rarely noted as a fundamental principle in the development of consumer loyalty and CLV.

HubSpot offers an excellent example of how to work with the client affects the CLV. After the evaluation of customer satisfaction could halve consumer churn rate and double the lifetime commitment to customers all over the year.

After assessing customer satisfaction services, HubSpot increased CLV (orange line) to 215% in 15 months.

Improving the level of commitment to customers is realized in meeting the needs of your customers and the manifestation of your careful attitude toward them. Even the best product will not provide customer constancy in the world, if the company belongs to them bad.

What can you do to improve your customer service?

Here, your options are almost limitless.

As you yourself have noted a good level of work with the client, think about how you can use it for your company to optimize the conversion of the long-term? Can you offer a free upgrade? Is it possible to call the customer and see how he is pleased with the product?

All that shows makismum your efforts in improving the lives of your customers will inevitably increase the level of commitment to customers.

An excellent level of customer support will provide you with repeat purchases.

  1. Exceed expectations unexpected surprises

Before we acquire something, a special section of the brain called the pleasure center, strengthens the nervous excitement. This reaction makes us feel pleasure, because in this part of the brain is a lot of dopamine receptors that make us happy to look forward to the event.

Dopamine receptors in the pleasure center makes us happy to wait for the event, for example, if we’re going to buy something.

However, once we buy something, we begin to feel different forms of cognitive dissonance – usually in the form of the syndrome of repentance, which is expressed in the reduction of consumer power and the valuation of the alternative possibility of the goods that we just bought.

Currently dissonance can apply force exceeding expectations, to increase the level of endorphins in customers and make them happy again.

An example of how surpassing expectations help in increasing conversion

An example from the sphere of the music business: (a client with which a lot of time and money in the studio to create a suitable package of services has been spent).

Once a customer buys the package, he was offered the opportunity to receive additional free products at $ 100 a repost on Facebook. This action resulted in 250 Fortress, which provided 34 extra transaction within 5 days (on how to increase the number of Fortress – link).

Please share information about customer buying Facebook turned 34 transactions, which brought more than $ 2000 of income for 5 days.

Admission appeal to the buyer with an unexpected bonus at a time when he could feel the cognitive dissonance it possible to completely avoid the return of the goods and get informed audience.

Also, this method increased the conversion rate of other traffic sources from 5.6% to 8.3%.

This is due to the fact that the selling page, demonstrated real-world examples, together with a call to action. The more people share information about purchasing, the more popular it became the very sentence among the potential buyers.

How to exceed the expectations of your marketing campaign?

How to feel your customers immediately after the payment of your product or service? The major role played by the price to your customers, the more they tend to feel the various forms of cognitive dissonance.

Is there any available means by which you can surprise your customers?

Moreover, if you can use this opportunity to the maximum to get their clients to advertise your product, while increasing the level of CLV and reducing the cost of the measure to attract customers?

Constantly surprise customers added value, and they will thank you profusely.

  1. Increase the volume of purchases for an additional cost

If you ever have booked plane tickets via the Internet, you are familiar with the principles of increasing the volume of purchases and cross-selling.

According to a survey of 176 airlines, which conducted Amadeus IT Group, airlines receive more than $ 36 billion from the increase in purchasing volume, which is to sell the additional baggage weight, high level of comfort seats and goods on board.

To book a ticket on Jetstar website, you will have to give up 19 different additional suggestions, techniques and cross-selling value-added products.

Why is this a favorite tactic of the airlines works so well?

The first reason is to increase the efficiency of the purchase volume: the “default”

The TED program of lectures behavioral economist Dan Ariel explained the psychological connotations of the process of increasing the volume of purchases and an additional cost. One of the key components was the “power on default settings.”

The diagram represents the consent of the inhabitants of different countries to become donors in the event of death.

Why the Danes, the Dutch, the British and the Germans (the country with the yellow indicator) do not want to give their bodies to organ donation? It was found that they were not included in the default polling. And the inhabitants of these countries need to further select them for voting.

You can also see the effect of increasing the purchase volume during the acquisition of the domain name: you’ll notice that the email address and security measures are added to the package by default services. You need to think and decide to abandon this option if you do not need.

Pretty simple, right? And this is only part of the strategy.

The second reason is to increase the efficiency of the volume of purchase: price fixing

Another psychological aspect in increasing the purchase volume lies in fixing prices. If you just paid $ 500 for a plane ticket, you will seem insignificant to pay an extra $ 10 for entertainment on board.

But if you are already on board and you have $ 10 in cash, you will seem quite expensive to pay $ 10 for an hour watching a movie.

People are hard to assess the value of the products at their actual price. Instead, we will give a good estimate of the relative.

How to increase the purchase volume in your marketing campaigns?

So, if you want to effectively increase the volume of purchases, nobhodimosti:

  • Take into account, the volume of the product, you can increase the default.
  • Think about how your customers evaluate your decision? On what standards they are oriented to solve, you offer cheap or expensive? How can you influence it?

What guided your potential customers thinking about the price of your product? Can you differently formalize its proposal?

  1. Use an automated marketing to increase conversion

For 2 years the cost of the marketing automation industry increased from 500 million to 1.2 billion. One of the key secrets of this growth was the impact of marketing automation to measure CLV.

When switched to the service Skullcandy Adobe Marketing Cloud, they increased profits from additional sales by 30%. Ben Meacham, their analytics and testing manager explains this increase as follows:

“Go with the recommendations of the manual, on the Adobe recommendation system increased revenue from additional sales by 30%. Moreover, it saves us time. Optimization recommendations take up to 10 hours a week. Now we are only half an hour we spend on it. ”

There are several reasons why marketing automation has great potential, but, in fact, they are reduced to simplify the marketing personalization.

Here is a simple formula:

The more personalized marketing company, the more relevant. What is more relevant is the proposal to a potential client, the greater the chance of conversion and the potential profits from the customer.

marketing automation example in action:

Consider an excellent example of a company for sending wedding invitations PaperStyle.

The company has divided the visitors to the bride and bridesmaid, so they did to make the procedure for distribution throughout the period of preparation for the wedding by selling additional products at the right time.

This level of personalization has increased revenues by a mailing to 330%.

How to use an automated marketing to increase the constant commitment to customer?

Make a similar scheme, to determine what your customers may need at different times. This approach immediately transform your relationship with clients from a random event in a long history.

Thus, you can plan the newsletter, which will offer additional products and services at different time stages, which will be based on calls to action, such as visiting a specific page or click on the button.

  1. Collect the feedback to improve the product

For many companies, reviews bring greater value than profits in the short term. But only a small part of the company collects them specifically.

When a few years ago was launched MusicLawContracts.com, it was difficult to understand why so many returns. After you install the chat Olark all became clear – customers thought acquire a valid contract with the record companies … .For $ 19.99!

A pop-up window in the lower right corner helped to determine why so frequent were the refund claim.

In fact, the site offers sample contracts in the music industry. By adding the word, site owners critically reduced requests for a refund. Try to get feedback from all customers before and after the conversion!

Although this is a prime example, tell another story about the Disney website.

Disney site development team could not understand why children create very long passwords of 40 or more characters. They really thought that their results in the online games are compromised by international hackers?

As it turned out, the children have misunderstood the instructions: “password must contain at least 6 characters”, they thought that the password must contain at least 6 characters Disney name!

The main idea of ​​this story is this: do your customers talk about your business, what you do not know.The more information you gather, the more it will be easier to improve the campaign and to find new ways to meet customer needs.

Allow your customers to tell you how you should improve them for their products.

Experiment

Marketers are responsible for the development of the project at every stage of the customer life – including the period after the conversion of the base. If you pay attention to the customer experience after the conversion, you will get a lot of information for important changes to the ongoing commitment of buyers and, again, a lot of opportunities to optimize conversion.

The first step will be to increase CLV measurement of the indicator in the figures.

As Tony Robbins said: “Where we pay your attention, energy flows, and there are results.” Without careful measurement of the level of lifetime customer value (CLV), it is impossible to improve.

Now, the experiments! Experiments with an increase in volume and the amount of the purchase, marketing and personalization of all the other tips in this article. Something happens, and something there – you just have to try!

 

 

Why is a good unique content to die?

In a recent edition of Whiteboard Friday Rand Fishkin explained why his expression sick of “good unique content.” According to him, a good unique content is not enough to deserve a place of honor in the SERP. So, what we should strive – content is 10 times better than the best result in the issue. I translated this release, so read in Russian, how to make the best content in your industry and that it is a means. I think, in runet it is not as difficult high bar – this is a game for the long term, so apply soon.

 

This week we will talk about the most problematic things in the SEO world for me – is the phrase “good unique content.” Let me explain why I was so much concerned. I get a lot of letters, hear at conferences and meetings, as the guys from my industry say, “Hey, we have created a good unique content, but it seems not very good progress in the search engines.” A good unique content not pass in SEO and is not a magic wand for ranking.

 

SCALE CONTENT QUALITY

Panda implies that quality content that will throw you out of the ranking, because your content is scanty and useless.

Then you go up a little higher. It is as if 4 out of 5 users found your content is pretty bad and clicked on the “back” button. But perhaps one in five think: “Well, it’s true, it solves my main problem.”

Then you climb even higher level. This level – good unique content that a lot of guys think the ultimate goal. It is as if the readers were told: “Hey, it’s quite useful. This corresponds to a search query, it is different from the rest of the content on the Web. “ You do not feel sick when you read it. Pretty good, huh? A good unique content.

The problem is that almost anyone can make a good unique content. Honestly – it’s not such a high standard. But if you think that a good enough unique content to rank, you will encounter a barrier. What I see? I can see how guys look at the issue in its industry. For example, you are working in the field of travel. You do a search in different countries, see the recommendations of hotels and relevant articles. And then you decide that you need to do something that will be as good, what you just saw, or almost as good. Well, ok, so you will be ranked. A good unique content.

But, in my opinion, the minimum bar for SEO today – a step above – must be the best in the issue. If you can not say: “We – the best result in the issue”, – you do not have a chance to be ranked. Now much more difficult to reach the top 10 on the first page, the second than in the past. It has become much more ranking factors and many more sites that have advanced in the search engines for the last 5, 10, 15 years. You’ll have to beat them.

Seriously, when we are preparing to release content, I expect that our content will be x10 – 10 times better than anything I could find in the issue today. If I’m not sure we can do it, I’m not even going to try to optimize the content according to keywords. I will make only the content in those areas where, as I’m sure I can do something, which is 10 times better than the best result in the issue.

WHAT CHANGED?

Why is that? What has changed in recent years? In fact, a lot of things.

The user experience has become much more important for search engine algorithms. Some things, such as hopping from site back to the search, which we discussed earlier here in WhiteBoard Friday, directly affect the ranking. There are things that affect indirectly – the links that you have earned. Google also takes care about site speed, an adaptability to different devices of all other such things.

Zasluzhivanie links (earning links) prevailed on getting links (link building). Previously, it was enough to roll out the page and type a reference to it. Now it is not so, because Google has become more selective in the references. You do not just earn quality links and earn their time, but also not to use the links that Google does not endorse and for which he can punish you. It is almost impossible to earn links, simply creating a good unique content. If you can find a better content, then why should it be to link to you?

The growth of content marketing over the past 5-6 years, means that competition has become very high. This area is used much more intensively than before, and more and more people are trying to achieve increasingly high bar.

And, as a result of all this, users expectations have become simply crazy. Members expect that the page will load quickly even on a mobile device with poor connection. They expect that the page will look beautiful. They want to get the answer to your question immediately. Due to the quality of the search, which allows us to Google, the quality of such sites as Facebook, our brain is always waiting for a very fast and very high-quality results.

HOW DO WE MAKE X10 CONTENT?

Well, all of these changes require an established process. The process is necessary in order to select the content and understand how to make x10 content – not a good unique content – content and x10. The process that I use may not be unique, but you can use it too, if you find it valuable.

For example, I’m looking for accommodation in Costa Rica as a vacation option in the future. I look at the top 10 results in the issue, and perhaps to those articles, which most users shared in social networks.

THEN I ASKED MYSELF:

- What questions are answered articles from issuance?

- What to read these articles: download speed, reading from a mobile, display, design, what is required from the user to get information – all at once on the page, or I have to do extra clicks? Are there problems in finding information?

- As far as detailed information? Is it enough to her?

- How to use visual content? The visual content can take place among the best x10 content, if it is done correctly. Therefore, I draw attention to the visual content.

- The quality of writing.

- I look at the information and data. Where they were taken? What’s the source of the information used? How much does it mean to me?

- What types of information used in the article? What types of information are not used?

In fact, I love to wonder, “What’s not enough?”

From this I can identify strengths and weaknesses of those whose many articles sharing on social networks, whose articles are well ranked, and the difference between them and me.That way I can be 10 times better than the best results in the issue.

If you use such a process and to reach such quality content, you are fired into a search engine. But it requires effort. Look at the chart above efforts axis. Do you use the services of freelancers – are covered by Pandu. Your intern wrote the article – you get content that 4 out of 5 users will find useless. Efforts like “it will take off” will bring a good unique content. And the effort that cannot be overemphasized – your superpower.

When your competitors look and say, “Hey, for content such as this one, have too much power, we cannot keep this bar” – that’s when you have a competitive advantage. You do something, for what cannot keep up with your competitors. This is a huge advantage in the search, in social networks, the Web as a whole.

7 Biggest Alternative Video Marketing Website for Youtube

You tube is also the one of the most popular search engine next to Google in the U.S and can involving all over the world. There is more opportunity for lot of visibility and social. But I think about beyond you tube in your SEO video and social strategy.

The digital video consumption is increasing now days. In America 59 million Americans will consumed the digital video at once in month in 2014 is increase more than 2013. As a result the digital video is spending large in internet. In research the spending of video in billion on digital ads in 2014 but it actual representing of ad is 2.4percent.  Now it will increase 15 percent in 2017.

Today’s generations are mostly interested in video according to media they spent on internet in 2010 has rise from 69.6 to 109.5 daily minutes, all this is because of video. You tube has billion users, face book has1.4 billion users for making easy to run the video spots in Varity of different formats and types. Having excellent targeting options for going. Many of this is extension of media services.

Face book

It is vast area of scale and chance for benefits on video face book. If your video is share with more likes then it will be worthy on face book.

Insta-gram

It has 300 million users were launch its ad program on 2014 later, it owned by face book .it allow all advertiser to add hyperlinks to their videos with their own site.

Vine and periscope

It has 40 million members and 10 million users, have an identity approach to video advertising. Here advertisers can contact popular video “stars” for product promotions. It leads to the rapid development of a social media agency ecosystem to match up brands and influencers here.

Pinterest

It has about 73 million users with start selling “promoted pins” last year and recently added video ads in the form of “Cinematic Pins.” These ad units work in a novel way they’ll provides advertisers with several ways to buy video ads.

Twitch

It has 45 million users this is fast growing game to focus on platform. It provides advertisers an excellent way to reach the coveted 18to24 demographic.

Snap chat

Snap chat has nearly 200 million users, started its video ad program in late 2014 and launched its Discover product, which features premium content from several publishers, in early 2015. According to Snap chat, vertically oriented ads outperform landscape formatted ads by a factor.

Yahoo

Yahoo is a mobile, video, native, social as MVNS the ad revenues are on track to exceed its conventional display revenues, which is good news given that its display ads are dropping. Yahoo currently has 800 million users and 350 million of them are on mobile devices rolled out two new video oriented ad formats like native video and video app-install ads.

5 SEO Foundations More Important Than Link Building

Mobile Friendly Website

Google has decided to punish in their search results to sites not tailored to mobile devices, by “mobilegeddon” update. The only thing that is clear is that from this date begin to penalize Google in its search results to websites that we are “mobile-friendly”.

Google has made ​​available to the webmasters with a free tool to examine the adaptability to mobile devices of your pages. For more information about the changes that you need to enter on their websites, webmasters can dip into the so-called “Mobile Usability Report” of Google Webmaster Tools.

Website Navigation

A clear and simple navigation is essentially important for the success of a website. A complicated and unclear navigation will confuse your visitors. Those who do not quickly find what they are looking who leaves your website faster than you think. Therefore, a clear navigation is very important and Google rewards sites which have clear navigation

Full Informative and Regular Content

Content is one of the most important parts of the health and authority of your website. Without a great and unique content you may find it difficult to position your website and even harder to find users who want to spend quality time visiting your pages

You need fresh, original, unique, relevant content, and last but not least need to create it on a regular basis (not worth making good content a week and the next do nothing). While the blog is a great place to do this, you also need to do it in other web pages.

Social Media Presence

Social media is not a measure of return on direct investment, they are more of a help to achieve certain goals, so you have to pamper them and give them everything they ask for. It is a reality, users are directed to social networks as a way to connect with brands. For them, these channels represent a quick and easy way of contact. It is a reality, users are directed to social networks as a way to connect with brands. For them, these channels represent a quick and easy way of contact

Studies show that customers engaged (engagement) become loyal customers and its effect on the ROI is much higher than you think. So make sure you have a plan to take full advantage of social networks and have very clear what your strategy. So claim your business’s profile on as many social media platforms as you can. Also social media presence helps you retain your search positions.

Brand Mentions

A mention is when your brand or business is quoted in one website, with or without bond. However, you may wonder what the difference between the typical reference link and a mention.

Well, now Google has evolved. Just do not read links from social networks. Now links are not considered but mentions: it is considered that a user cites the brand or company as a mere mention of his audience, and not to refer to other content (as in the case of links).

Today, social mentions are clearly a new factor of authority in the SEO positioning. There was the view that a link on Social Networks interested us for the simple fact that it was a link. That already supposed a value in our positioning strategy, albeit

Ultimate Research and Predictions for 2015

Ultimate Trends Collection for 2015: Ecommerce, Content Marketing, Social Media Marketing, SEO and Web Design

E-commerce

Power conversion: eCommerce Trends and Predictions for 2015

Vend University: 12 Retail Trends and Predictions for 2015.

Forbes: How Influencer Marketing Will Change In 2015

Content Marketing

Momentology: Video Marketing Trends for 2015: Insights And Predictions From 15 Experts

Reach Local: 12 Small Business Marketing Predictions for 2015 from the Experts

Clikz: The Year in Content: 2015 Predictions for Content Marketing Domination

Content Marketing Institute: 60 Content Marketing Predictions for 2015

Mashable: 10 predictions for content marketing in 2015

Rebecca Lieb: Content marketing in 2015 (Research, Not Predictions)

The Wall Blog: 5 content marketing predictions for 2015

 Social Media Marketing

Entrepreneur: 3 Social-Marketing Predictions for 2015

Jeff Bullas: The 7 Top Social Media Trends That Will Impact Your Marketing In 2015

Emarsys: 130 stats about the 7 social media trends dominating 2015

Forbes: The Top 7 Social Media Marketing Trends That Will Dominate 2015

Inside Facebook: 2015 digital marketing predictions for Facebook

Fortune: 5 trends that could change how businesses use social media in 2015

Hootsuite: 5 Trends That Will Change How You Use Social Media in 2015

Simply Measured: 2015 Social Media Predictions From the Experts

Social Times: 10 Social Media Predictions for 2015

 SEO

Business2Community: Top 7 SEO And Content Predictions For 2015

Forbes: The Top 7 SEO Trends That Will Dominate 2015

Search Engine Watch: The Search Experts Have Spoken: 2015 Predictions

VentureBeat: SEO trends for 2015: What’s coming next (plus: scoring our 2014 predictions)

Web Design

Econsultancy: 17 crucial web design trends for 2015

Elegant Themes: Web Design Trends To Look Out For In 2015

Founders Grid: 50+ Designers Share Their Top 3 Design Trends For 2015

Graphic Design Junction: Web Design Trends in 2015

Medium: Web Design Trends for 2015

Venus Theme: TOP 8 CRUCIAL MAGENTO ECOMMERCE WEB DESIGN TRENDS IN 2015

Web Design Ledger: 7 Crucial Web Design Trends For 2015

Xperts infosoft: Checkout the Latest Web Designing Trends For 2015