Tag Archives: advertising

15 Tools for Uncovering the New Features Your Customers Want Most

Savvy entrepreneurs know to base their decisions on data rather than assumptions. Try as you might, the products and features that you think will resonate strongly with your audience often don’t. In order to refine your offering and produce something that creates real value for your audience (and in return, money for you), research is required. Here are 15 of my favorite tools that I use to determine what products, services and features my customers really want. 1. Answer The Public Google’s autosuggest is a great tool for learning about what people are searching for in a particular niche. Answer…

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15 Tools for Uncovering the New Features Your Customers Want Most

Glossary: Guerilla Marketing

guerilla marketing

Guerrilla marketing is a form of marketing that utilizes unconventional tactics to get maximum results when promoting a business or service. As the name suggests, this style of marketing relies heavily upon surprise, creativity and shock and awe tactics. Thus, large quantities of money are not necessarily required to perform guerrilla marketing — making it an ideal strategy for startups, small businesses and enterprises alike. It’s a much more personal form of marketing and tends to humanize even the largest of brands. Regardless of the size of your company, a little excitement and buzz surrounding your brand can always be…

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Glossary: Guerilla Marketing

How to Use MailChimp’s Instagram Ad Integration

mailchimp instagram

Marketing automation platform MailChimp recently announced that Instagram ads can now be purchased, created, and managed right from your MailChimp dashboard. With email being 40% more effective than Facebook and Twitter marketing combined, MailChimp wondered – what if we combined the best of both worlds? MailChimp already unveiled their Facebook Ads integration earlier this year and made the bold statement to MailChimp users that combine email marketing and Facebook ads see an average ROI of 51% as opposed to interest-based marketing alone. Now, Facebook’s subsidiary, Instagram, is also getting in on the action. This means that, by using MailChimp, you…

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How to Use MailChimp’s Instagram Ad Integration

Save the Date for Unbounce’s Call to Action Conference 2017 [Discount Code Inside]

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I know you’re busy, so let’s cut to the chase.

Unbounce’s Call to Action Conference is back on June 25th – June 27th in beautiful Vancouver, Canada.

What’s in it for you?

First off, we’ve carefully curated a star-studded speaker lineup that includes the likes of Mari Smith, Scott StrattenKindra Hall and Rand Fishkin. See the full agenda here. (Fun fact: We made a pledge to have 50% female speakers this year, and we stuck to it.)

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Additionally, unlike other conferences where you’re torn between tracks, this conference is single-track. No need to miss a thing or weigh up your love for PPC or CRO. You can have it all and bring back stellar takeaways to your team on each of their respective specialities. #Teamplayer

We’re also working closely with our speakers to ensure talks are as actionable as possible. (This is our conference’s promise).

Explore the topics below to see featured talks and get a sense for the ones most exciting to you:

PPC
SEO
Copywriting
Social
CRO

Jonathan Dane — The PPC Performance Pizza

Jonathan DaneIn this session, Johnathan will cover 8 ways to make any PPC channel work with positive ROI. He’ll guide you through a simple framework, The PPC Performance Pizza, that will double performance on any PPC channel, from Google Adwords to Facebook.

You’ll learn:

  • How to use search, social, display, and video PPC to your advantage
  • Which channels and offers work best in tandem for more conversions
  • The frameworks KlientBoost uses to double your performance within 90 days

Rand Fishkin — The Search Landscape In 2017

Rand FishkinMuch has changed (and is changing) in SEO, leaving us with an uncertain future. In this talk, the one and only Rand Fishkin will share his view on the search landscape 2017, dive into data on how users behave in search engines, explain what the election of Donald Trump means to site owners and, most importantly provide you with the essential tactics every marketer should embrace to be prepared for the changes.

You’ll learn:

  • How has search behavior changed and what does it mean for marketers seeking organic search traffic
  • What new tactics and strategies are required to stay ahead of the competition in SEO
  • How might new US government policies affect the web itself and future platform and web marketing opportunities

Amy Harrison — The Customer Disconnect: How Inside-Out Copy Makes You Invisible

Amy HarrisonWhen you write copy, there are 3 critical elements: What you KNOW about your product, what you WRITE about your product, and what your customer THINKS you mean. Unfortunately, it’s too easy to have a disconnect between all three, and when that happens, customer’s don’t realize the true value of what you have to offer. In this talk, you’ll identify any disconnect in your own marketing, and learn how to write copy that breaks through the noise, differentiates your brand, and speaks to your customers’ desires.

You’ll learn:

  • How to recognize if you even HAVE a disconnect
  • How to beat the blank page – know what to include for every piece of copy you create
  • How to make even commoditized products sound different and fresh to your customer

Mari Smith — Winning Facebook Advertising Strategies: 5 Powerful Ways To Leverage Your Results & ROI

Mari SmithFacebook is constantly adding new features, new products and new ad units. What works today and what’s a waste of time and money? How should marketing teams, agencies and brands focus their ad spend for maximum results? In this dynamic session, world-renowned Facebook marketing expert, Mari Smith, will answer these questions and more.

You’ll learn:

  • Simple processes for maximizing paid reach to build a steady flow of top qualified leads
  • How to make your Facebook advertising dollars go much further, and generate an even higher ROI
  • The top ten biggest mistakes marketers make with their Facebook ads and how to fix them

Michael Aagaard – Your Brain Is Lying To You: Become A Better Marketer By Overcoming Confirmation Bias

Michael AagaardHave you ever resisted or ignored a piece of info because it posed a threat to your worldview? If you answered “yes,” you’re like most other human beings on the planet. In fact, according to the last 40 years of cognitive research, favouring information confirming your worldview is extremely common human behaviour. Unfortunately, being biased towards information confirming what we already believe often leads to errors in judgment and costly mistakes in marketing. But how can we overcome this?

You’ll learn:

  • The facts about confirmation bias and why it is such a dangerous pitfall for marketers
  • A framework for becoming aware of and overcoming your own confirmation bias
  • Hands-on techniques for cutting through the clutter and getting information rather than confirmation

Did we mention the workshops?

We’re bringing back workshops (see Sunday’s tab on the agenda) and we’ve tailored the topics based on your feedback. We’ll be talking hyper-targeted overlays, how agencies can leverage landing pages and getting people to swipe right on your landing page. The best part? They’re all included in your ticket price. Most importantly, marketers who purchase CTAConf tickets, get notified first once registration for workshops opens. Workshops were standing room only last year and we’re bringing them back bigger than ever, so first dibs on registration’s a real bonus.

Finally, we want you to have a ton of fun while you learn. We’re talkin’ 8 food trucks, incredible after parties, all the dog hoodies you can handle, wacky activities and full access to the recordings of every session. SPOILER: we’re looking into renting a Ferris wheel (seriously, this is a thing).

Convinced? Grab your tickets here.

(Hey, blog reader. Yeah, you. We like you. Get 15% off ticket price when you use discount code blogsentme.” That’s cheaper than our early bird price.)

Want to see the excitement in action?

Here’s a peek at what we got up to last year:

The countdown is on

Regardless or whether you’re a PPC specialist, conversion copywriter, full-stack marketer or living that agency life, we’ve got something in store for you. Our workshops and talks touch on everything marketing: pay-per-click, agencies, copywriting, conversion rate optimization, landing page optimization, branding and storytelling, email marketing, customer success, search engine optimization and product marketing.

Check out the full agenda here.

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See you at the conference (and on that Ferris wheel)!

Grab your tickets here and remember to use discount code “blogsentme” at checkout for 15% off that ticket price!

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Save the Date for Unbounce’s Call to Action Conference 2017 [Discount Code Inside]

Glossary: Value Proposition

glossary value proposition

A value proposition is what you guarantee or promise to deliver to your potential buyers in exchange for their money. It’s also the main reason why people choose one product over other. If it’s done right, it can give you the competitive edge and help you grow your business. The value proposition is vital to conversion optimization as it allows you to build a perception of the value that a user is getting. So, if you test it, these few sentences might have a significant impact on your conversion rate and sales. What the value proposition does when done right:…

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Glossary: Value Proposition

The Beginner’s Guide To Making Facebook Advertising Convert

beginners guide to facebook ads

Most people use Facebook ads to pump up their visitor numbers. Wait, what? Let me be clear. They don’t wake up with that goal in mind, but it’s usually what ends up happening. I see this all the time with clients I work with. The problem isn’t that they can’t set up the Facebook ad campaigns or get visitors to their websites. It’s the next step where things go haywire. The visitors they’re paying for don’t download ebooks, sign up for accounts or buy products. The reason for this simply is that the thing they offer doesn’t appeal to those…

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The Beginner’s Guide To Making Facebook Advertising Convert

Facebook Organic Reach is Dying: Here’s Why It’s a Good Thing

Facebook reach
More and more our News Feeds are full of updates from friends… not companies — but there are benefits to this. Image via Shutterstock.

Facebook wears many hats. It does everything, and is everything. It’s where we turn to celebrate many important life milestones, share our lives with our friends, organize events, consume media and much, much more. But for marketers, it’s an advertising tool.

Social media marketing has changed a great deal over the past few years. One of the biggest changes is Facebook’s shift away from organic reach into a paid marketing channel.

If you manage a Facebook Page, I’m sure you’re familiar with this subject, and you’ve probably noticed a sharp drop in the number of people who are seeing and interacting with your content organically.

As a marketer, this change has been tough to stomach. It’s now much harder to reach your audience than it was a few years ago. And with recent updates that Facebook is, again, shifting its algorithm to focus on friends and family, it’ll be harder still to reach people who are already fans of your page.

Facebook organic reach is hard
TFW you can almost reach your audience… but not quite. Image via Giphy.

Before we dive into why the plight of organic reach is a good thing, let’s first take a look at what brought along this decline in the first place.

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Understanding how social reach is declining

In 2014, Social@Ogilvy released its much-cited report, “Facebook Zero: Considering Life After the Demise of Organic Reach.”

In the report, Ogilvy documented the harsh decline of organic reach between October 2013 and February 2014. In that short period of time, organic reach dropped to around 6% for all pages, and for large pages with more than 500,000 likes, the number was just 2%.

Ogilvy graph

Based on this data, a Facebook Page with around 20,000 fans could expect fewer than 1,200 people to see its posts, and a page with 2 million fans would, on average, reach only 40,000 fans.

The reasoning behind this change from Facebook’s perspective is twofold, as Facebook’s VP of Advertising Technology, Brian Boland, explained in a blog post.

The first reason for the decline in organic reach is purely the amount of content being shared to Facebook. Advances in smartphone technology means we can now create and share this content with just a few swipes of the finger or taps on a screen. More and more of our friends and favorite brands are also active on the platform, meaning competition for attention is higher. Boland explains:

There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.

The second reason for the decline in organic reach on Facebook is how the News Feed works. Facebook’s number one priority is to keep its 1.5 billion users happy, and the best way to do that is by showing only the most relevant content in their News Feeds.

Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.

To a marketer, this may feel like a negative, but it’s actually a good thing, because what we’re left with now is a far more powerful marketing tool than we had when reach was free.

Let me explain…

Why the decline of organic reach is a good thing

When a social network first achieves mainstream popularity (think Facebook circa 2009, Instagram in 2014-15, Snapchat in 2016) organic reach rules the roost. As a marketer, it’s all about figuring out what content your audience craves and giving it to them.

Then, we hit a peak, and suddenly the social network all but transforms into a pay-to-play platform — bringing with it another huge marketing opportunity. At Buffer, it’s something we like to call The Law of the Double Peak:

Buffer double peak

Facebook hit the organic peak in 2014, and since then reach has declined to a point where it’s almost at zero now. But, on the other hand, we’re left with a far more powerful advertising tool than we had before.

It’s also important to remember that before social media — with print, radio, TV, banner ads, direct mail or any other form of advertising — there was no such thing as organic reach. You couldn’t create a piece of content and get it seen by thousands (even millions) with no budget.

Facebook, now, is probably one of the most cost-effective digital ad products we’ve ever seen. It’s the best way to reach a highly targeted audience and drive awareness about your product or service, and probably an even better marketing channel than it was back in 2012 when organic reach hit its peak.

4 ways to maximize the paid marketing opportunities on Facebook

Once you’re over the fact that not everyone on Facebook gets to discover your brand for free anymore…

1. Ensure your ads are relevant

With more than 3 million advertisers all competing for attention in more than a billion users’ News Feeds, Facebook uses what’s called an ad auction to deliver ads.

The ad auction pairs individual ads with particular people looking for an appropriate match. The social network’s ad auction is designed to determine the best ad to show to a person at a given point in time. This means a high-quality, hyper-relevant ad can beat an ad that has a higher advertiser bid, but is lower quality and less relevant.

The two major factors you need to work on to ensure Facebook sees your ad as relevant are your targeting and ad creative.

For example, if you’re targeting a broad audience such as men and women, ages 18–25, living in the United Kingdom, chances are your ad may not be relevant to every person. However, if you were to break your audience down into smaller, more specific groups your message may be more relevant (and therefore successful).

2. Test different messages and creative

There are endless opportunities for testing on Facebook Ads: titles, texts, links, images, age, gender, interests, locations and so on.

The image is the first thing people see when your ad shows up in their News Feed. It’s what grabs their attention and makes them stop and click, which means it’s essential to get the image right. Though, you probably won’t hit the nail on the head first time ‘round. Thankfully, Facebook allows you to upload multiple images for each advert and optimizes to display best performing ones.

Your creative can have a huge difference when it comes to conversions. AdEspresso recommends coming up with at least four different Facebook Ad variations and then testing each one. For example, you might test two different images with two different copy texts (2 images x 2 texts = 4 variations).

AdEspresso also found that creative with a picture of a person performs far better:

Facebook ad variations

When you create ads, plan out a number of variations — changing copy, images and CTAs in order to discover what works best for each audience you’re targeting.

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3. Be specific with your content

Combining the first two points above, targeting to a specific segment using creative that is specifically built for that target audience is incredibly powerful.

Many businesses have a range of customers, all with slightly different needs. For each customer your business is targeting, jot down as much information as you can about them and try to form a few customer personas to create specific ads for.

Then, with your target personas in place, think about how you can use Facebook Ads to target each individual group. This could mean creating an ad set for each group and testing different images and copy within your ads to see what works best for each group.

By tailoring ads to specific personas, you can vastly improve your advert’s relevancy and also serve the needs of your customer better.

4. Pay attention to real metrics

With social media, it can be easy to fall into the trap of measuring only soft metrics — the things that don’t correlate directly with sales or revenue growth, but can still be good indicators of performance. On Facebook, this means things such as Likes, Comments and Shares.

When it comes to paid marketing channels, like Facebook Ads, it’s important to have some solid goals in mind and pay attention to the metrics that translate into your ultimate goal. For example, having a post receive a few hundred Likes or a high engagement rate could be seen as success, but that’s probably not the ultimate goal of your campaign.

Paid advertising on Facebook is a lot like paid-for marketing has always been. For 90% the end goal is sales or, for larger companies, brand awareness. And with paid-for ads you’ll want to be a little stricter with yourself when it comes to measurement. That’s not to say ALL advertising on Facebook must be purely focused on selling — that strategy likely wouldn’t work — but certainly any specific advertising campaigns should be focused on increasing your bottom line.

How do you use Facebook?

I’d love to hear your thoughts on the evolution of Facebook as a marketing channel. How have your strategies changed over recent years? Are you one of the 3 million businesses who advertise on the platform? I’d love to hear your learnings and perspectives too.

Thanks for reading! And I’m excited to join the conversation in the comments.

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Facebook Organic Reach is Dying: Here’s Why It’s a Good Thing

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What does Evolutionary Site Redesign in action look like? Like this.

Reading Time: 2 minutes

TL;DR: After 7 months of testing with weBoost, an electronics manufacturer, their website looks radically different and the company has seen an over 100% lift in their year-over-year conversion rate. This is evolutionary site redesign (ESR) at work. Read the full case study here.

The company

weBoost homepage
The hero section from weBoost’s (current) homepage.

Our partnership with weBoost began in the summer of 2015. weBoost is an ecommerce retailer and manufacturer of cellular signal boosters. These boosters provide stronger, more reliable cellular signals while simultaneously enhancing the user’s ability to receive and transmit data.

The goals

Beyond the goal of simply increasing ecommerce sales, the weBoost team was looking to fuel their entire marketing program. In order to do that, weBoost executives were also hoping to gain customer insights through WiderFunnel’s proven conversion optimization process: the Infinity Optimization Process™.

At the outset, there were several questions that weBoost was looking to answer through a partnership with WiderFunnel:

  1. What kind of information do we need to provide about our products in order to make the sale?
  2. Are our customers well-informed for the most part, or do they need more technical, descriptive details about our products?
  3. What user flow results in the best conversion rate?
  4. How can we learn about our customers to fuel marketing efforts across the company?

The results

After 7 months of testing, the weBoost website looks dramatically different and the company has seen a lift of over 100% in their year-over-year conversion rate.

The insights achieved along the way have allowed weBoost to broaden their further up-funnel programs as well as boost e-commerce sales. The benefit of conversion optimization, then, is not just about direct sales, but increased brand awareness and overall growth.

And this is only the beginning.

Mike St Laurent

The testing we’ve done with weBoost is a perfect example of evolutionary website redesign (ESR). Their website looks radically different than it did when our partnership began, and it’s converting at a much better rate.

Michael St Laurent, Optimization Strategist, WiderFunnel

How did we do it?

In this case study, you’ll read about several tests we’ve run on 3 key areas of the weBoost site: the homepage, the product category page, and the product detail page. We have been able to redesign the entire website iteratively, based on statistically significant wins on each of these pages: this is evolutionary site redesign in action.

ESR works by implementing a system of continuous A/B split testing throughout an entire website and digital marketing. Rather than relying on gut feeling and flawed intuition, website decisions are made against the crucible of customer actions.

Check out the full case study for the specifics:

  • A shortened weBoost homepage sees huge success
  • A well-intentioned layout change on the category page goes south
  • A stronger scent trail on the product detail page leads to a 27% increase in completed orders

…and more!

Jamie Elgie

WiderFunnel delivers Wilson Electronics [weBoost] a cadence and quality of A/B testing that is game-changing for our brand. Direct sales increases are enabling us to increase our spend on other advertising because of the known performance return. That in turn is driving our overall brand awareness. Put simply, WiderFunnel does not just help us sell directly; it is rocket fuel for our entire cross-channel marketing program.

– Jamie Elgie, Chief Marketing Officer, weBoost

Read the full case study here

Learn more about how the weBoost website underwent a dramatic transformation through evolutionary site redesign (and how it’s now converting at a much better rate). Read the full case study here.

The post What does Evolutionary Site Redesign in action look like? Like this. appeared first on WiderFunnel Conversion Optimization.

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What does Evolutionary Site Redesign in action look like? Like this.

8 Steps For Building A Profitable Google AdWords Display Campaign

There is a misconception about the Google AdWords Display Network. Many believe it is only for big businesses running large-scale branding campaigns (think Coca-Cola). But that is not true! When display ads are set up and managed correctly, they can be just as effective as search ads in driving direct leads and sales. Let’s take a closer look at this misconception. Branding Vs. Direct Response Advertising First, let’s define the two types of advertising: branding and direct response. The misconception surrounding display advertising (branding) stems from a lack of understanding about these two very different types of advertising. With a…

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8 Steps For Building A Profitable Google AdWords Display Campaign