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15 Steps to Create a Successful Event Marketing Campaign

event marketing

We know what events are. We know what marketing is. But when these two words come together, the whole becomes greater than the sum of its parts. Event marketing is a versatile and impactful marketing channel that is increasingly becoming more critical across various industries. According to Forrester Research, events make up 24% of the average CMO’s B2B marketing budget. This trend seems to be growing, with projections showing that 3.2 million global professional events will be taking place annually by 2020. Statistics like these should come as no surprise. In a digital age where consumers are inundated with multiple…

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The Small Business Guide on How to Create Simple Branded Videos

the small business guide on how to create simple branded videos

2015 may have been touted as the year of the video in the marketing world, but despite that, branded videos have continued earning their space within every marketer’s toolkit throughout the entirety of 2016. While it may seem that only big companies have the resources at hand to create extraordinarily well made branded videos, you should not let the highly visual, artistically edited elements convince you that you cannot replicate a similar video for your business. You do not have to be a world-class creative mind with a massive budget to produce viable video content that people actually want to…

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How to Create a Company Culture As Enticing As Google

fun at Google

It’s not just a word that applies to different countries and ethnicities. Yet, this is how we commonly think about culture, as some sort of invisible style of thinking that permeates a specific group of people. While a company may not speak a different language or have different styles of dress and food to exhibit its own specific culture, it is nonetheless always incubating a style of thinking that can help it achieve its goals easily. If ignored, however, it may cause major problems down the road. Culture is that invisible guiding force that influences behavior, even when the supervisor…

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How to Create a Company Culture As Enticing As Google

How to Create the Perfect Website A/B Test

The concept of perfection is an interesting one. Like infinity, it represents something that can never truly exist, yet most of us talk about it as if it does. How often have you heard a friend or coworker say they don’t want to put their name on anything that is not “perfect”? 40 years ago, Nadia Comaneci became the first gymnast to score a perfect “10” in an Olympic gymnastics event, breaking the paradigm that perfection was unattainable. Is it possible to create perfection in our website testing? For the athlete, achieving perfection is all about maximizing the output of…

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How to Create the Perfect Website A/B Test

How To Create Icons In Adobe XD

Released in March this year, Adobe Experience Design is a new all-in-one tool that lets you design and prototype websites and mobile apps. XD is still in beta and available for Mac with a Windows version on track for a release later in 2016. It is bound to provide a fast and efficient way to create new user interfaces, wireframes, and visual designs with various devices in mind.

Creating Icons With Adobe XD

As an icon creator, I tried to use XD to create icons from scratch and to apply them to a new user interface. In this tutorial, I want to guide you through the steps it took so you can follow along. We’ll take a look at how to create a set of office icons for a new app. Plus, I’m going to show you how you can use XD’s features to interact with your newly-created user interfaces during the prototyping phase. So, let’s get started.

The post How To Create Icons In Adobe XD appeared first on Smashing Magazine.

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How To Create Icons In Adobe XD

How to Create a Case Study to Wow Your Visitors

If you’re looking for a great lead magnet that will wow your visitors, consider creating a case study. Why? Case studies work. Stories that Sell describes how one company used a booklet containing five case studies aimed at different buyer personas to gain a 40% conversion rate. And that’s from a printed booklet! And of course, we can take a cue from the marketing masters on how to create a great video case study: We’ll discuss more on how Apple approached that case study later. If you want to use case studies to improve leads and conversions, here’s what you…

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How to Create a Case Study to Wow Your Visitors

Win Your Way to CTAConf [Prize Package Valued at $4000]

Tell us why you’re excited about coming to CTAConf… and we’ll send you fo’ free.
TL;DR: Create a landing page telling us why you deserve to go to CTAConf and you could win an all-expense trip to Call to Action Conference in Vancouver (a prize valued at over $4000).

You read the Unbounce blog regularly. You’ve taken the landing page conversion course, know the recipe for the perfect landing page and have seen many landing page examples.

Now it’s time to show us what you’ve got.

Your challenge

Create and publish a landing page in Unbounce (sign up here – it’s free) that answers one very simple question:

Why should we send you to the Call to Action Conference?

You can start from a template or just piece together a page from scratch. Surprise us. Impress us. Anything goes! Create your page and then submit it via the form at the bottom of this post.

What are we judging you on?

We are judging you on your landing page chops. #duh

But what does that really mean? Let’s break it down. We’ll be looking at:

  • The persuasive power of your copy
  • The clickability of your call to action
  • The expanse of your creativity (really, go wild and impress us!)
  • Your conversion rate. What are you doing to make us click? Or better yet, what are you going to do to make a bunch of people click? Drive a bit of traffic to your landing page and we’ll be really impressed. *hint hint*
  • Bonus: The early bird gets the worm. The earlier you get us your awesome landing page, the more time we have to look over it.

Mark your calendars: The deadline for entries is Friday, August 28th.

Our panel of judges will pick the best overall page (using our top secret algorithm) and we’ll post them on our blog in early September, just in time for the conference. Look out for a roundup of awesome reader-submitted landing pages (with a landing page optimization tip or two from some of our expert speakers and in-house marketing experts).

What does the Ultimate CTAConf Package Include?

In other words, why should you put your blood and sweat into making the best landing page ever?

First of all, you’ll win your way to Call to Action Conference (ticket, airfare, accommodation and more), hosted by Unbounce this September 13th – 15th.

The prize package includes:

  • One CTAConf ticket and one ticket to give a friend
  • One flight to Vancouver (up to $1000)
  • Three nights stay at the Granville Island Hotel
  • Your choice of a white water rafting excursion, stand up paddle boarding or a craft beer tour around Vancouver during the “Sunday Funday” before the conference

Oh, and I almost forgot to mention. Second and third place will also win free tickets to the Call to Action Conference.

Need inspiration?

Last year we held a similar contest and asked conference hopefuls to submit a landing page. If you need some inspiration check out some of the awesome submissions we received:


Create and publish a landing page in Unbounce (sign up here – it’s free) telling us why we should send you to CTAConf, and submit it via the form below.

Happy landing page building!

PS: If you don’t want to make a landing page but still wanna come to the conference, we’ve got a special discount for our blog readers. Get an exclusive 30% discount at checkout by using the promocode “UnbounceBlog” until the landing page contest submissions end on Friday, August 28th.

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Win Your Way to CTAConf [Prize Package Valued at $4000]

Generate More Leads with These 7 Content Marketing Campaign Ideas

Use these content marketing tactics to draw up strategies that help you achieve your lead generation goals. Image source.

What sets content marketing apart from other forms of content creation is that every piece of content you produce needs to serve a business objective. For many content marketers, that goal is lead generation.

But what types of content should you create? And how will you capture the leads once you’ve created it?

We’ve assembled seven content marketing tactics that anyone can get started with right away. In addition, we’ve got landing page templates for each tactic so you can collect leads once you’ve published your content.

Let’s take a look!

1. Create an engaging ebook

In the last couple of years, the ebook has become a remarkably popular method of capturing leads. A 2014 B2B Content Marketing Benchmarks Report states that 34% of marketers are using ebooks in their marketing strategies.

Done properly, releasing an ebook can help marketers do the following three things, according to Ramesh Ranjan writing for the Hubspot blog.

A. Educate your leads

An ebook should provide actual value to readers. By the time they’re done reading it, they should be able to walk away with information that answers a specific question they have.

That ebook download may be the first point of contact you have with a reader, so in order to build a relationship built on trust, you have to deliver on whatever you promised on your landing page. If you do that, they’ll come back for more information.

B. Demonstrate your knowledge

You want to demonstrate to your readers how knowledgeable you are about what you do in order to establish trust and loyalty. Well-written ebooks that provide a lot of in-depth information help you do just that. According to Ramesh:

The more quality information you provide the reader, the better the education they’ll receive from your post. They’ll associate you with providing great information and possessing a breadth of knowledge on it.

C. Get ‘em in the sales funnel

In order to get the ebook from you, they’ll have to give you their email address – which is where your landing page comes in. This is where you’ll tell your customers what the ebook is about, and why it’s a fair trade for their email address. And the good news is that you don’t have to start from scratch.

The Lido landing page template is crafted to give visitors enough information to understand what they’re going to get when they download the ebook.

With a nice big headline, you can announce the main subject of the ebook and quickly break down what they’ll learn. There’s a spot for a front-and-center hero shot of your ebook, which you can punctuate with a CTA button that speaks directly to your visitors.

There’s even an area to provide author credentials and a reader testimonial, giving readers further incentive to provide their email address.

2. Get more leads through webinars

Webinars have proven to be a remarkably effective lead generation tool here at Unbounce. We’ve even taken the lessons we learned and created a webinar about how you can make webinars a super powerful acquisition channel for your business, too. #meta

One of the reasons our webinars have been successful is that we’ve managed to partner with some very knowledgeable people whose presentations provide attendees with real, actionable insights into a variety of subjects. And we’re sure to brag about our speakers’ credentials on our registration landing pages.

The How To landing page template below has a sparse feel to it that allows readers to focus on the copy:

See the section in the middle for presenter headshots and bios? Credentials can go a long way towards convincing people to attend a session. And with testimonials at the bottom as a last reminder of what you can get out of attending, you’ve got a page that convinces and converts.

There’s also ample space to tell attendees what they’ll get out of the webinar. The more you can convince them that the information they’ll be getting is valuable to them, the closer you’ll be to getting them to sign up. In our own experience, this page has had up to an 80% conversion rate!

3. Host events in real life

Our Event Marketing Manager Stefanie Grieser is fond of saying that events are an essential aspect of any content marketing strategy.

Events help you get to know your prospects at a level that just isn’t possible through email lead nurturing. Events are an amazing lead generation tool, provide amazing branding opportunities and help you to make personal connections with your leads.

But to get people to your event, you’re going to have to put together engaging and inspiring sessions – and then you have to flaunt them on a high-converting landing page.

The Evento landing page template has lots of space for the specifics of your event, including who your speakers are going to be. The agenda section shows them how their day will unfold.


What you’ll notice about this landing page is that there is just one form field and call to action above the fold. You can use this form in one of two ways:

  1. In the early stages of promoting your event, you can direct people to “Save a spot” or “Stay in the loop” by simply adding their email address. As your event draws nearer, you can send them a series of emails as the event date draws nearer, reminding them to get a ticket.
  2. In the latter stages of the event, you can change that CTA to “Get my ticket now” and direct people to the ticket purchase page. By adding some text like, “Only one week to go!” you can create a sense of urgency, which nudges people towards your CTA.

4. Build a customer case study

Traditional case studies are a perfect storytelling tool. They’re proof that your product works. You can show your readers how you solved a very particular problem, and tell them what steps you took to get it done.

Presented properly, case studies can be an invaluable aspect of converting readers into customers, especially at the bottom of the sales funnel. For example, you might talk about how prospects can use one of your tools to create leads, like we did here.

You’ll want to send an email to your prospects directing them to a landing page, where you can tell them all about why they should download the case study. The Lead Generation Minimalist Light landing page template is well suited to that:

Reiterate what you’ve already told them in your email and break down the main points of the case study. You’ve also got a great spot for a quote from your case study subject just below that, which will provide further incentive to sign up.

Just change the well-highlighted CTA to “Get my free case study,” and let the downloads begin!

5. Use video to reach your customers

An article in the Guardian newspaper recently called video the future of content marketing. It’s an increasingly popular method of consuming content. The article cites a Cisco study that states that by 2017, video will account for 69% of all consumer internet traffic.

Like all other areas of content marketing, the idea is to provide value to your audience. From the Guardian article:

Always consider the audience you are trying to reach and ensure the video is relevant to them. If it’s not the most appropriate means of getting your message across, you are probably wasting your time.

If you have videos that are relevant to your audience, you can publish them as gated content in order to collect email addresses in exchange for views. But to get those emails, you’ll need to prove that they’re worth that exchange. Check out how we used speaker videos to gather leads after The Conversion Road Trip, a four-city tour de force of one-day conversion optimization conferences.

You can repurpose the Mova template below for that very purpose. In the video area, instead of a demonstration video about a product, you could put in a short teaser of what a viewer will get from watching the video in its entirety — after they sign up.


Once they’ve seen the trailer, you can hit them with three main benefits they’ll get out of watching the video, and drive it home with a nice big testimonial from a happy viewer.

The simple form provides a relatively frictionless signup experience, making it easy for you to collect that all-important email address.

6. Create an informative whitepaper

According to this article by the Content Marketing Institute, despite the fact that marketers have been using them since the 90s, whitepapers are still an effective lead generation tactic.

But what should you include in a whitepaper in order to make it attractive to potential leads? According to that Content Marketing Institute article, there are four things that a whitepaper should provide:

  • Rich, substantive content that educates, not sells
  • New ideas that prompt and provoke innovative thinking
  • A clearly communicated point of view on issues that are highly relevant and timely
  • Statistically-sound data and well-researched findings

By presenting a new point of view, you flaunt your expertise and help prospects better understand how you’re equipped to solve their specific problems.

The Forward template below is a great example of a page that could serve as an excellent template for promoting a whitepaper:

This page has an area above the fold where you can clearly outline the main points of your whitepaper. You’ll also find the signup form right up top where you can get people to sign up right away (if you’ve managed to demonstrate the value of the whitepaper above the fold).

Make sure to experiment with a couple of different versions of your copy to see which one works the best!

7. Get more blog subscribers

Blogging is generally the first tactic that businesses turn to when rolling out a content marketing strategy. Consistently creating great content is a surefire way to establish credibility and attract leads.

But you already knew that. And now that you’ve got that great content, how do you get readers to keep coming back? Get them to sign up to receive updates about your blog so you can keep engaging them on a regular basis!

The A la Carte template could be turned into a landing page that simply and easily converts visitors into subscribers. Hit them first thing with your blog’s tagline and unique value proposition.

You can also use the area below the fold to tell people in more detail about what they’ll get as a subscriber.

With subscribers comes engagement, and once you’re regularly engaging prospects, you have a much better chance of converting them down the line.

What’s content marketing all about?

Content marketing is not just content for content’s sake. Though some marketers believe that just writing some things provides some form of value, the reality is that it doesn’t.

In this blog post on the Unbounce blog, Tommy Walker, Marketer at Shopify, says:

If your content doesn’t drive actions, it’s not really marketing. It’s just content.

Each of the content marketing tactics in this post are tools to help drive a larger strategy.

Remember that generating that lead is just the beginning. From there, you have the opportunity to start sending your prospects more and more valuable content in an email lead nurturing campaign.

Create great content to generate your leads, and then create more to keep on engaging them.

Originally posted here: 

Generate More Leads with These 7 Content Marketing Campaign Ideas


No Email Marketing Strategy is Complete Without These Two Tactics

Here’s why segmented emails and landing pages are conversion soul mates. Image by Kelly Keeton via Flickr.

Conversion rate optimizers make landing pages. Email marketers send emails.

The problem, however, is that the two departments aren’t always in sync. And if your marketing strategy isn’t unified across all channels, chances are you’re leaving conversions on the table.

Email marketers must work hand-in-hand with conversion rate optimizers to create dedicated landing pages for specific email marketing campaigns.

So what are the elements of a successful, unified email marketing strategy?

  1. Each email marketing campaign should have a corresponding and dedicated landing page.
  2. To serve this targeted approach, marketers should segment their email lists to drive the right customers to the right landing pages at the right time.

Sound simple enough? Let me explain each point in detail.

Create specific landing pages for specific email marketing campaigns

The internet is full of articles about how you should send your ads to a dedicated landing page – and while not everyone is following this advice, it’s still widely accepted as a best practice.

1. search for SEO software

So far, so good. That’s nothing new.

Let’s contrast this with email marketing. Here’s an example that I randomly snatched from my email inbox. The email is a typical once-every-week-or-so promotion from an ecommerce retailer:

3. ecommerce email marketing
4. Kohls email landing page

This page is nothing special. And it’s not targeted.

The email is essentially a template for their website. If I click on the “men” panel, I get a page that shows me a bunch of pants.

Where is the focus? (There isn’t one.) Where is the specificity? (There’s none.) Where is the goal? (Lacking.) In other words, this is the mud-on-the-wall strategy of marketing. Throw an email to a few thousand customers, get a few click-throughs and hopefully score a few conversions.

Let’s take a look at a better example:

5. Email designed as a landing page

This email is targeted, specific and focused. Its goal? To get click-throughs for their promotion. And this is where the click-through takes me:

6. Optmize the landing page form an email

I can’t help my conversion rate optimizing self from quibbling just a tad at the lack of visual continuity and absence of a single coherent offer.

Nonetheless, the example still suffices. This type of email marketing experience will drive far more conversions than the “Ooh, let’s send an email!” approach to email marketing.


Humans respond positively to clarity. If you address the right people at the right time, and send them to targeted pages with one clear and continuous goal, you create delightful marketing experiences that people will naturally want to follow.

To improve the efficiency of your email marketing, you should:

  • Create a single goal for each and every campaign email. (Focus!)
  • Develop a landing page for the email that continues the conversation about the same, singular goal.
  • Drive customers to the dedicated landing page and then optimize the heck out of it.

That’s the first part of combining email marketing with landing page optimization. But there’s more…

Develop segmented email lists and send focused emails

This strategy — create dedicated landing pages for emails — is just the beginning. There’s much more you can do to refine your approach.

In order for your marketing efforts to be laser-focused and successful, you should also create segmented email lists.

Your email list is made up of contacts who are at varied stages of interaction with your business. And at each stage of the buyer’s journey, your prospects will respond to different types of content and language.

Email segmentation has a proven track record of value and profitability. An eMarketer study cited by Hubspot showed that “39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates and 24% experienced greater revenue.”

When you create a segmented email list, you are able to:

  • Develop highly relevant and specific offers.
  • Optimize the landing pages from the email marketing efforts to exactly match the motivations of the segmentation group.
  • Align your marketing strategy with each contact’s needs, thereby creating awesome experiences and increasing conversions!

We’re applying one layer of strategy (email segmentation) upon another layer of strategy (a dedicated landing page for every campaign).

Now, how do all these pieces fit together? Let’s walk through the process of segmenting our emails and targeting customers.

An example of the process, beginning to end

From this list, let’s take just one segment: repeat customers. These people have had multiple touch points with your business and are educated about your solution. You already know that these people are likely to buy. Now, you simply need to create a targeted email and landing page that will increase that likelihood and get them purchasing.

Based on this data and the selected segment, here’s what you’d do:

1. Create a targeted email that speaks to your prospect’s emotions

Since you already know that you’re sending this email to repeat customers, you want to praise them for their loyalty and wise decision making. Basically, you want to flatter them. You can say something like, “You know how to buy great products” Or, “You do a great job choosing products.”

When you make statements like this, the customer is likely to undergo an experience of “self-verification.” When a customer hears themselves described in a positive manner, they begin to believe this about themselves and then become more likely to act on that belief.

If you were addressing new customers, then you may want to approach it differently. You may want to use a technique that advances the psychology of curiosity, rather than self-verification.

The point here is that you’re trying to elicit feeling and emotion, not just a raw display of stuff for the customer to buy.

Let me show you an example of this.

7. using emotion in email marketing

The marketing email above is inviting women to attend a conference. The message reminds prospects that they are loved and creates a warm and inviting atmosphere. The call to action resonates with this emotion and is focused and clear.

2. Create a focused call to action

Next, you’ll bring the email to a powerful conclusion. In other words, you want to focus persuasive power, data, argumentation, or any other elements of the email to a final call to action.

To bring the email to a climax, create a final paragraph that sums up the email and inspires the user with a sense of urgency and emotional interest. Don’t lose your readers in this paragraph. It’s the most critical paragraph for them to stay engaged.

After this paragraph, insert your CTA button. It’s important to create a compelling and inspiring button text that continues the conversation from the final paragraph and explains what the prospect will get after the click.

As a good example of this, check out the marketing email below.

8. Example of having a storng CTA in email marketing

Notice how the email builds up, bullet-by-bullet to focus on that one central CTA: “GET CASH.” There is a direct connection in the reader’s mind between what she reads (build your business, make it work, etc.) and what the outcome of clicking (“Get cash!”). Since the target audience consists of small business owners, this is a highly-focused and effective email.

3. Develop a landing page that corresponds to the email

If you want to avoid cognitive dissonance (the ultimate conversion killer), the “one goal” from your email marketing should extend to your landing page.

Beyond that, the aesthetic of your email should carry across to your landing page.

Additionally, you need to ensure message match from one channel to the next. This is all about creating a unified experience that will indicate to prospects that they’re in the right place after the click.

Let’s look at a couple examples.

The first one comes from Airbnb. Even though their marketing email is simple, it is effective. Here’s why. The intriguing and wanderlust-provoking question is all that they need to inspire their target audience — inveterate globetrotters — to click, click, click:

9. an example of developing a landing page that corresponds to the email

And here’s the corresponding landing page for the first CTA:

10. corresponding landing page for the first CTA

I love the way that the CTA is tied to the landing page. Not only is it targeted, but it even answers a question. “Where is this? It’s on the Canary Islands.”

Plus, the landing page makes it easy for the visitor to book his request. All it takes is a three-form entry and a big pink button. Airbnb wins.

Connecting the dots

When you separate email marketing from landing pages, you lose out on precious conversion potential. A disconnected marketing approach produces fractured results.

Next time you set out to improve your email marketing campaigns, look beyond personalizing your greeting or subject lines.

Ask yourself what kind of experience you’re creating both before and after the click.

Connect the dots. Create focused and segmented emails. Tie those targeted emails to a specific landing page.

I think you’ll find that a unified email marketing strategy leads to long-lasting relationships – between departments and with your prospects.


No Email Marketing Strategy is Complete Without These Two Tactics