All posts by Chelsea Scholz

Get Custom Advice For Boosting Your Conversions With Unbounce’s New Landing Page Analyzer

Introducing: The Landing Page Grader, by Unbounce

As a savvy marketer, it’s our sincere hope you never start a campaign without a dedicated landing page for sending your paid traffic to. But — as you know — the job isn’t over once a landing page is created.

Your real opportunity is in understanding how your page performs.

Beyond tracking standard performance measures like conversions and landing page quality (LPQ), you’ve likely wondered about other factors like:

  • Is my landing page copy clear? Are there too many words? Too few?
  • Is my page faring well on mobile? Does it load fast enough?
  • Is this page just designed nicely, or is it also optimized for SEO?
  • Is this a good conversion rate for this type of page in my industry?

Ultimately you want to know whether you’ve got an especially high converting page, or if there’s anything specific you can improve. But it can be difficult to know what ‘good’ looks like, and you may not always have a second set of eyes to help you critique.

New: Try Unbounce’s Landing Page Analyzer

For years we’ve seen the need for a landing page audit tool or landing page grader of some sort, and so—after many months of development—we’re very pleased to unveil the Unbounce Landing Page Analyzer.

With this grader-style tool, you input your landing page URL (along with a few key details) and The Analyzer instantly delivers a comprehensive, personalized report with custom recommendations you can try today to increase your conversion rates.

Unlike other landing page reviews, The Analyzer is truly a deep dive into your performance.

Not only do you get a summary of how your page compares to others in your industry, but you also see important page performance insights including your landing page’s speed, load time, and page requests that may be slowing things down.

If The Analyzer discovers your images are too large (contributing to slow load time), your custom report will include compressed versions of all your images to replace quickly and get your page loading even faster.

Not your average landing page grader: The Analyzer compresses images for you

Pictured: you’ll get custom, compressed images as part of your page analysis.

In The Analyzer’s comprehensive report, you’ll see specifics across nine categories, and discover whether your landing page:

  • Conveys trust and security
  • Appears properly on social networks and mobile
  • Is designed in a way that’s especially high converting
  • Contains too many calls to action
  • Has an appropriate Flesch reading ease and sentiment for your industry,
  • and much, much more.

Looking for a landing page checker?

Evaluate your landing page to reveal rea, data-backed insights in minutes.

Wait, aren’t there other landing page graders out there?

Touche! There are other landing page analyzers/graders/calculators available, but we can confidently say Unbounce’s is the most sophisticated and comprehensive you’ll find. Ours is the only landing page analyzer on the market leveraging AI technology, and the endless amount of campaign research done by our customers and our in-house marketing team.

For the past eight years, we’ve been obsessed with the question “what’s a good conversion rate?”, and Unbounce’s internal research team has employed proprietary AI technology to analyze the behavior of over 75 million visitors to 65,000 landing pages with a goal of understanding what makes a customer convert.

We have more data than any other conversion platform to provide insights on what a high-performing landing page looks like, and The Analyzer leverages this insight.

Need a landing page checker? Check out the Landing Page Analyzer

The Analyzer’s data is sourced from Google Page Speed Insights, and our very own proprietary data broken down by industry.

Actionable feedback you can implement today

The best thing about this landing page review? You’ll discover instant improvements that might take you only minutes to fix.

The Wizard of Moz himself, Rand Fishkin ran the following product’s landing page from Moz.com through The Analyzer and had some great things to discover.

Rand wanted to run this page through for a landing page review

How’d this Moz page fare? Here are Rand’s initial thoughts:

“I’m glad to see we passed so many of the technical checks! I was a little nervous. [I] Realized that the page is missing testimonials or social proof. That’s a head-smacking moment.”

Rand may be a bit self-depreciating here, however. Moz’s page scored really well with a 75% overall:
The landing page grade for moz's page

Rand’s overall landing page grade.

Rand’s verdict on trying out The analyzer?

Rand Fishkin

“I’ve never seen a page analysis tool that’s focused on optimization. In my opinion, this can be hugely helpful for folks to quickly check that they’ve nailed the basics of landing page optimization and accessibility. I have no doubt tens of thousands of websites can get better just by applying this tool’s advice.”

What did we learn?

Interested in what The Analyzer could teach us about our in-house landing pages at Unbounce, we ran our recent event landing page for PPC Week through to see what we’d take away:

PPC week landing page

Pictured: The landing page for PPC week we input into the Landing Page Analyzer.

We learned the page converts very well for our industry (7.7%), and while the page loads pretty quickly (0.7 seconds), at 3.32MB it’s overweight and could be loading even quicker if we reduce it to less than 3MB:
our landing page evaluation for PPC week

Our PPC Week page’s overall grade. Note our message match and page speed could use some work.

What The Analyzer told us regarding page speed

Our PPC Week landing page is running a little slowly.

Fortunately, The Analyzer also provided us with some compressed images that will help us load up to 9% faster:

Some PPC week images we can replace

We also saw that our page title, meta description and H1 tags were helping our SEO visibility (which was important for this particular page).

All of these quick-to-change factors can improve this PPC Week page for us, but we’re most excited to see what you’ll discover about your own landing pages. Bonus, you don’t need an Unbounce-built page to try The Analyzer, either. Give it a try today and let us know what you think!

Read more – 

Get Custom Advice For Boosting Your Conversions With Unbounce’s New Landing Page Analyzer

Video Killed the Webinar Star: How On-Demand Content is Bringing Us More Customers in Less Time

For years, Unbounce has relied on webinars to bring in new customers.

But times have changed and attention spans are dwindling. In a frenzied digital world of streams and notifications and news feeds, people are changing the way they consume content. And we see that clearly in our webinar attendance rates:

Of every 100 people that register for our webinars, 31 attend on average.

People are busy, and not everyone has the luxury of dropping their work to attend a mid-day webinar. What if your audience wants to absorb content in the same way they choose to consume it in their leisure time — on demand?

Everyone loves binging a series on Netflix or spending hours spiralling down a black hole of YouTube videos, so why not make consuming marketing content just as easy and gluttonous?

next-episode

At Unbounce, we’ve been experimenting with edu-taining, pre-recorded video content. (Yeesh, what a mouthful.)

So far, the experiment has paid off: one on-demand series with 12 episodes has become an ongoing source of leads and has brought in 87% more product signups than webinars over the course of four months.

Is it time to kill the webinar and replace it with the on-demand style of video consumption? Read all about the campaign we ran and you be the judge.

The big idea

If you’ve ever run a webinar, you know that they’re a ton of work. We wanted to see if there was a way to decrease effort while increasing leads and product signups. And to be completely transparent, we were also looking for opportunities to talk about our product in a meaningful, genuinely helpful way — in a way that would have our audience picturing themselves using it.

We bounced around the idea of producing pre-recorded videos for our audience, which we saw as having a few benefits over webinars:

  • They give you more time to focus on high-production value and fancy video editing
  • They allow the presenter to talk on screen directly to the audience, as opposed to (less human) full-screen webinar slides
  • They relieve much of the stress caused by technical glitches associated with live webinars
  • They’re a great way to focus on showcasing your product with explainer videos and demos — showing spectators why they should buy your product
  • They have the potential to bring in leads and product signups for months without much active effort after the initial launch. No more breaking your back only to rely on the ROI of a very specific time slot

With all of those sexy advantages in mind, The Landing Page Sessions was born: an on-demand series hosted by our co-founder, Oli Gardner.

landing-page-sessions-oli-gardner-screenshot
A screenshot from an episode of the Landing Page Sessions: an on-demand series hosted by our co-founder, Oli Gardner.

The series ran for 12 glorious, 20 minute-ish episodes where Oli not only deconstructs a fan-submitted landing page, but their entire campaign.

Iterating off of past multimedia content projects, we knew that our audience wanted to learn more about what happens before and after a visitor arrives on a landing page. So we looked at traffic sources such as PPC ads and email copy, and dissected whether they matched the design and tone of the landing page they led to.

We also offered hands-on landing page optimization advice by showing spectators suggested changes right in the Unbounce landing page builder:

landing-page-builder-lps-screenshot
The Landing Page Sessions shows viewers how to optimize their landing pages right in the Unbounce app

To get the show in front of a larger audience, we paired up with some of our favorite companies: partners sponsored an episode (or the entire show) in exchange for email blasts to their audience. (Shout out to Wordstream, Wistia, KISSmetrics, Usability Hub, Inbound.org, Optimal Workshop, and Sprout Social!)

Conversion opportunities galore

We knew that showcasing the builder probably wasn’t enough to get people to make the leap and become a customer. If watching Oli use the builder gave people an itch they wanted to scratch, we wanted to make signing up quick and easy:

  • We prompted people to sign up for a demo of Unbounce by placing this CTA right under each video:
jade-lps-cta-screenshot
  • When Oli mentioned the Unbounce builder or was using it to solve a problem, we used Wistia annotations (which pop up directly over the video) to prompt people to sign up:
wistia-annotation-lps-screenshot
  • We also put a call to action at the end of every episode to encourage new sign ups from high-interest watchers who made it all the way to the end of the episode:
landing-page-sessions-cta-free-trial

Our intention was pretty straight-forward: If watching Oli use the builder gave people an itch they wanted to scratch, we wanted to make signing up quick and easy.

But we also wanted opportunities to capture leads who didn’t convert right away:

wistia-turnstile-lps-updates
  • We continuously drove traffic to the show through partnership co-promotion and paid advertising:
landing-page-sessions-paid-advertising-small
  • Finally, we implemented an exit overlay on the series’ microsite that was very specific to the content of the page:
landing-page-sessions-exit-overlay
If users have not already signed up for updates, an exit overlay is triggered inviting them to be added to the list.

Results of the campaign

Our goal was to collect 1000 new email leads and 25 new product signups from the first season approximately 3 months from launch.

How’d we do?

We crushed the goal with 2,300 leads and 88 new product signups.

Compared to our webinars, that’s 87% more product signups on average.

make-it-rain

This isn’t to say Unbounce is going to pull the plug on webinars, which still work well for us in terms of providing tutorials to customers and collecting leads.

But when it comes to showcasing our product contextually and nudging people toward a trial of our product, it seems that our audience enjoys consuming content at their own pace.

This was one of the highest performing campaigns Unbounce has ever run within its time frame and for the amount of effort it took. We’ve set the bar high for our second season and can’t wait to do it all again.

Is product marketing the new content marketing?

This campaign was successful for a number of reasons. It allowed us to share content in a more humanized, personal way. It enabled us to create delightful, high-production videos that showcased our product and in a way that enabled viewers to picture themselves using it.

But it also allowed us to empower our audience by giving them the freedom to choose when they wanted to consume our content. And our viewers thanked us with their business.

A pretty win-win situation if you ask me.

Credit:  

Video Killed the Webinar Star: How On-Demand Content is Bringing Us More Customers in Less Time

How On-Demand Content is Bringing Us More Customers in Less Time

For years, Unbounce has relied on webinars to bring in new customers.

But times have changed and attention spans are dwindling. In a frenzied digital world of streams and notifications and news feeds, people are changing the way they consume content. And we see that clearly in our webinar attendance rates:

Of every 100 people that register for our webinars, 31 attend on average.

People are busy, and not everyone has the luxury of dropping their work to attend a mid-day webinar. What if your audience wants to absorb content in the same way they choose to consume it in their leisure time — on demand?

Everyone loves binging a series on Netflix or spending hours spiralling down a black hole of YouTube videos, so why not make consuming marketing content just as easy and gluttonous?

next-episode

At Unbounce, we’ve been experimenting with edu-taining, pre-recorded video content. (Yeesh, what a mouthful.)

So far, the experiment has paid off: one on-demand series with 12 episodes has become an ongoing source of leads and has brought in 87% more product signups than webinars over the course of four months.

Is it time to kill the webinar and replace it with the on-demand style of video consumption? Read all about the campaign we ran and you be the judge.

The big idea

If you’ve ever run a webinar, you know that they’re a ton of work. We wanted to see if there was a way to decrease effort while increasing leads and product signups. And to be completely transparent, we were also looking for opportunities to talk about our product in a meaningful, genuinely helpful way — in a way that would have our audience picturing themselves using it.

We bounced around the idea of producing pre-recorded videos for our audience, which we saw as having a few benefits over webinars:

  • They give you more time to focus on high-production value and fancy video editing
  • They allow the presenter to talk on screen directly to the audience, as opposed to (less human) full-screen webinar slides
  • They relieve much of the stress caused by technical glitches associated with live webinars
  • They’re a great way to focus on showcasing your product with explainer videos and demos — showing spectators why they should buy your product
  • They have the potential to bring in leads and product signups for months without much active effort after the initial launch. No more breaking your back only to rely on the ROI of a very specific time slot

With all of those sexy advantages in mind, The Landing Page Sessions was born: an on-demand series hosted by our co-founder, Oli Gardner.

landing-page-sessions-oli-gardner-screenshot
A screenshot from an episode of the Landing Page Sessions: an on-demand series hosted by our co-founder, Oli Gardner.

The series ran for 12 glorious, 20 minute-ish episodes where Oli not only deconstructs a fan-submitted landing page, but their entire campaign.

Iterating off of past multimedia content projects, we knew that our audience wanted to learn more about what happens before and after a visitor arrives on a landing page. So we looked at traffic sources such as PPC ads and email copy, and dissected whether they matched the design and tone of the landing page they led to.

We also offered hands-on landing page optimization advice by showing spectators suggested changes right in the Unbounce landing page builder:

landing-page-builder-lps-screenshot
The Landing Page Sessions shows viewers how to optimize their landing pages right in the Unbounce app

To get the show in front of a larger audience, we paired up with some of our favorite companies: partners sponsored an episode (or the entire show) in exchange for email blasts to their audience. (Shout out to Wordstream, Wistia, KISSmetrics, Usability Hub, Inbound.org, Optimal Workshop, and Sprout Social!)

Conversion opportunities galore

We knew that showcasing the builder probably wasn’t enough to get people to make the leap and become a customer. If watching Oli use the builder gave people an itch they wanted to scratch, we wanted to make signing up quick and easy:

  • We prompted people to sign up for a demo of Unbounce by placing this CTA right under each video:
jade-lps-cta-screenshot
  • When Oli mentioned the Unbounce builder or was using it to solve a problem, we used Wistia annotations (which pop up directly over the video) to prompt people to sign up:
wistia-annotation-lps-screenshot
  • We also put a call to action at the end of every episode to encourage new sign ups from high-interest watchers who made it all the way to the end of the episode:
landing-page-sessions-cta-free-trial

We also wanted opportunities to capture leads who didn’t convert right away:

wistia-turnstile-lps-updates
  • We continuously drove traffic to the show through partnership co-promotion and paid advertising:
landing-page-sessions-paid-advertising-small
  • Finally, we implemented an exit overlay on the series’ microsite that was very specific to the content of the page:
landing-page-sessions-exit-overlay
If users have not already signed up for updates, an exit overlay is triggered inviting them to be added to the list.

Results of the campaign

Our goal was to collect 1000 new email leads and 25 new product signups from the first season approximately 3 months from launch.

How’d we do?

We crushed the goal with 2,300 leads and 88 new product signups.

Compared to our webinars, that’s 87% more product signups on average.

make-it-rain

This isn’t to say Unbounce is going to pull the plug on webinars, which still work well for us in terms of providing tutorials to customers and collecting leads.

But when it comes to showcasing our product contextually and nudging people toward a trial of our product, it seems that our audience enjoys consuming content at their own pace.

This was one of the highest performing campaigns Unbounce has ever run within its time frame and for the amount of effort it took. We’ve set the bar high for our second season and can’t wait to do it all again.

Is product marketing the new content marketing?

This campaign was successful for a number of reasons. It allowed us to share content in a more humanized, personal way. It enabled us to create delightful, high-production videos that showcased our product in a way that enabled viewers to picture themselves using it.

But it also allowed us to empower our audience by giving them the freedom to choose when they wanted to consume our content. And our viewers thanked us with their business.

A pretty win-win situation if you ask me.

Link – 

How On-Demand Content is Bringing Us More Customers in Less Time

How On-Demand Video Content Brings Us More Customers in Less Time

For years, Unbounce has relied on webinars to bring in new customers.

But times have changed and attention spans are dwindling. In a frenzied digital world of streams and notifications and news feeds, people are changing the way they consume content. And we see that clearly in our webinar attendance rates:

Of every 100 people that register for our webinars, 31 attend on average.

People are busy, and not everyone has the luxury of dropping their work to attend a mid-day webinar. What if your audience wants to absorb content in the same way they choose to consume it in their leisure time — on demand?

Everyone loves binging a series on Netflix or spending hours spiralling down a black hole of YouTube videos, so why not make consuming marketing content just as easy and gluttonous?

next-episode

At Unbounce, we’ve been experimenting with edu-taining, pre-recorded video content. (Yeesh, what a mouthful.)

So far, the experiment has paid off: one on-demand series with 12 episodes has become an ongoing source of leads and has brought in 87% more product signups than webinars over the course of four months.

Is it time to kill the webinar and replace it with the on-demand style of video consumption? Read all about the campaign we ran and you be the judge.

The big idea

If you’ve ever run a webinar, you know that they’re a ton of work. We wanted to see if there was a way to decrease effort while increasing leads and product signups. And to be completely transparent, we were also looking for opportunities to talk about our product in a meaningful, genuinely helpful way — in a way that would have our audience picturing themselves using it.

We bounced around the idea of producing pre-recorded videos for our audience, which we saw as having a few benefits over webinars:

  • They give you more time to focus on high-production value and fancy video editing
  • They allow the presenter to talk on screen directly to the audience, as opposed to (less human) full-screen webinar slides
  • They relieve much of the stress caused by technical glitches associated with live webinars
  • They’re a great way to focus on showcasing your product with explainer videos and demos — showing spectators why they should buy your product
  • They have the potential to bring in leads and product signups for months without much active effort after the initial launch. No more breaking your back only to rely on the ROI of a very specific time slot

With all of those sexy advantages in mind, The Landing Page Sessions was born: an on-demand series hosted by our co-founder, Oli Gardner.

landing-page-sessions-oli-gardner-screenshot
A screenshot from an episode of the Landing Page Sessions: an on-demand series hosted by our co-founder, Oli Gardner.

The series ran for 12 glorious, 20 minute-ish episodes where Oli not only deconstructs a fan-submitted landing page, but their entire campaign.

Iterating off of past multimedia content projects, we knew that our audience wanted to learn more about what happens before and after a visitor arrives on a landing page. So we looked at traffic sources such as PPC ads and email copy, and dissected whether they matched the design and tone of the landing page they led to.

We also offered hands-on landing page optimization advice by showing spectators suggested changes right in the Unbounce landing page builder:

landing-page-builder-lps-screenshot
The Landing Page Sessions shows viewers how to optimize their landing pages right in the Unbounce app

To get the show in front of a larger audience, we paired up with some of our favorite companies: partners sponsored an episode (or the entire show) in exchange for email blasts to their audience. (Shout out to Wordstream, Wistia, KISSmetrics, Usability Hub, Inbound.org, Optimal Workshop, and Sprout Social!)

Conversion opportunities galore

We knew that showcasing the builder probably wasn’t enough to get people to make the leap and become a customer. If watching Oli use the builder gave people an itch they wanted to scratch, we wanted to make signing up quick and easy:

  • We prompted people to sign up for a demo of Unbounce by placing this CTA right under each video:
jade-lps-cta-screenshot
  • When Oli mentioned the Unbounce builder or was using it to solve a problem, we used Wistia annotations (which pop up directly over the video) to prompt people to sign up:
wistia-annotation-lps-screenshot
  • We also put a call to action at the end of every episode to encourage new sign ups from high-interest watchers who made it all the way to the end of the episode:
landing-page-sessions-cta-free-trial

We also wanted opportunities to capture leads who didn’t convert right away:

wistia-turnstile-lps-updates
  • We continuously drove traffic to the show through partnership co-promotion and paid advertising:
landing-page-sessions-paid-advertising-small
  • Finally, we implemented an exit overlay on the series’ microsite that was very specific to the content of the page:
landing-page-sessions-exit-overlay
If users have not already signed up for updates, an exit overlay is triggered inviting them to be added to the list.

Results of the campaign

Our goal was to collect 1000 new email leads and 25 new product signups from the first season approximately 3 months from launch.

How’d we do?

We crushed the goal with 2,300 leads and 88 new product signups.

Compared to our webinars, that’s 87% more product signups on average.

make-it-rain

This isn’t to say Unbounce is going to pull the plug on webinars, which still work well for us in terms of providing tutorials to customers and collecting leads.

But when it comes to showcasing our product contextually and nudging people toward a trial of our product, it seems that our audience enjoys consuming content at their own pace.

This was one of the highest performing campaigns Unbounce has ever run within its time frame and for the amount of effort it took. We’ve set the bar high for our second season and can’t wait to do it all again.

Is product marketing the new content marketing?

This campaign was successful for a number of reasons. It allowed us to share content in a more humanized, personal way. It enabled us to create delightful, high-production videos that showcased our product in a way that enabled viewers to picture themselves using it.

But it also allowed us to empower our audience by giving them the freedom to choose when they wanted to consume our content. And our viewers thanked us with their business.

A pretty win-win situation if you ask me.

Jump to original: 

How On-Demand Video Content Brings Us More Customers in Less Time

Clicks Are People: 3 Tactics For Creating More Human-Centered Marketing

Every marketer has goals, whether for their latest campaign or for the quarter.

“Get me 30x the clicks/impressions/conversions!” is a phrase I’m betting a lot of you have heard from a dictator director of some kind, and the struggle is real when you want to deliver.

But when you’re heads down trying to score more clicks or conversions, it’s easy to lose sight of the bigger picture:

That a real person is behind every click, sign up, social share and conversion.

clicks-are-people-650
Behind every click and every conversion, there’s a living, breathing stock image model. Image source.

We often forget about the people that are interacting with our pages, our products, our brand. If you’re feeling any frustration at all with the numbers you’re seeing in your analytics, it could be because you’re focusing too much on the medium (sign-ups on your landing page form) rather than the people actually filling out that form.

When I attended MozCon several weeks ago, this theme kept cropping up in the presentations: we have to go back to basics a bit to create better marketing experiences for the consumer, because that’s what affects our bottom line.

The more you get to know your audience and create content targeted specifically at them, the more you’ll see your metrics rise as a result.

As speaker Wil Reynolds put it:

Clicks are people.

To help us re-imagine our relationship with our users and create better marketing experiences for them, three tactics from the MozCon presentations stood out for me: developing a solid brand strategy, optimizing for search and personalization.

What do each of those entail? Let’s dig in.

1. Develop a brand strategy to guide your campaigns

CEO of Digital Marketing Agency Kick Point Dana DiTomaso said it best:

Good marketing just feels right.

In other words, good marketing is cohesive, relatable and prompts people to make decisions without having to think too hard about it.

But how can marketers weave this sort of effortlessness into each and every marketing campaign they run? According to Dana, a solid brand strategy goes a long way.

As she explained, a brand strategy is the culmination of a brand’s core values, art direction and customer personas outlined in one central document — a document that acts as a company’s moral compass.

This strategy should guide and affect all efforts of the business and, in particular, a brand’s marketing efforts.

Dana explained that you have to go beyond logos, brand colors and email headers. You have to think of your brand as a person, and have conversations with everyone in your organization (not just the marketers) about what kind of characteristics this person has.

The three key ingredients of a brand marketing strategy

There are three things Dana emphasized when building this kind of brand strategy for your business:

  1. Keep it as simple as possible
  2. Keep it consistent across all channels (online and offline)
  3. Make it a living, breathing document that is a true expression of your company (and reflects your company’s core values)

With your new brand strategy to guide you, you’re sure to create more cohesive, enchanting marketing for your prospects – the people behind every click.

2. Optimize for search engines and people

In his presentation, Wil Reynolds pointed out that focusing on the overarching experience you provide to your prospects has has an added bonus: when you’re concerned with people, their decision making processes and what makes them tick, you’re mastering a skill set that can’t be disrupted.

New Google algorithms are constantly being released, and people are always dreaming up new methods for acquiring traffic — these things can and will change constantly. What won’t change is the fact that people are behind every click that contributes to your company’s bottom line.

As Wil explained, when you understand who your audience is, what they want — and most importantly — why they convert, you have an un-disruptively valuable skill.

And no Google algorithm update can change that.

As the Wizard of Moz himself Rand Fishkin explained, at the end of the day it’s all about balance. Whether we’re creating content, web pages or running a marketing campaign, we need to optimize for search engines and people.

He explained this in terms of the “two algorithm world:”

  1. Algorithm 1: Google’s input
  2. Algorithm 2: Subset of humanity that interacts with your content

Focus on the algorithm input too closely, and you’re creating bad marketing experiences for people. Focus too closely on the experience you’re providing people, and they won’t be able to find you in Google to begin with.

Finding the balance between algorithm input and human input is no easy feat, but if you can find that sweet spot, you’ll be flying high.

3. Segment and personalize your content

Every piece of content you put online needs to be directed at someone. I’m talking someone specific. So specific that you should be able to picture that person’s face.

Many of the MozCon presentations placed huge emphasis on creating relevant, timely, personalized content. Content Strategist Kristina Halvorson had one of the best quotes on this topic when she said:

If your content is for everybody, then it really is for nobody.

Deep, huh? But she’s totally right.

Content for the sake of content just piles up and eventually dies on the vine. Kristina (and many others) called for a well-rounded content strategy that takes into account both the company’s goals and those of the audience — or a multitude of audiences.

Cara Harshman, Content Marketing Manager at Optimizely, agreed with Kristina’s point:

one-size-web
Image via Cara Harshman’s MozCon presentation.

She proposed a three-tiered framework for personalizing content, to help you guide your efforts and make sure that you’re delivering engaging content to real individuals who actually exist:

Cara’s framework for personalization involved three things:

  1. Who to target: Slice your audience into unique segments. We have so much data that we can pinpoint the even the most particular of people. Look at contextual (where are they coming from?), demographic (things you innately know to be true about your audience) and behavioral (interactions those people have had with your product/site) data to pick out a well-rounded segment of people to talk to.
  2. What to show them: What are you showing the unique person that you’re targeting? Will they find it relevant to their interests? Are you sure? Put extra effort into researching exactly who your segment of people are and provide a delightful marketing experience for them.
  3. How to prioritize: How do you decide where to start? It comes down to three major things: potential business impact, technical effort to execute and the requirements needed to sustain it. Remember not to slice your audience too thin or else personalizing for lots of really small audiences will take way more effort than it’s worth.

To circle back for a second, the best way to be personal (without being creepy) is to stay true to your company’s brand strategy and core values. If your marketing stays true to what you stand for, your marketing will feel good — and this creates marketing experiences customers can get behind.

You can dive deeper into Cara’s presentation (and that of others) by checking out the comprehensive notes that Unbounce took at MozCon.

Now go forth and spread good marketing

There are people behind every single marketing action you take. You are not affecting the numbers, you’re affecting users who are interacting with your product and your brand. What do you want them to know? What makes them tick? What do they need from you in order to take action?

None of those questions can be answered without a little hard work and risk taking, but it’s all in the name of creating better marketing experiences.

So disrupt your current workflow and start the conversation about what you stand for and who you’re producing content for.

Your marketing will thank you.

PSST. If you want to take the first step towards disrupting your marketing for the better, join us for the Call to Action Conference in September, right here in beautiful Vancouver. I’d love talk shop with y’all!


This article is from: 

Clicks Are People: 3 Tactics For Creating More Human-Centered Marketing