Web Design

Video Content Is King! – Part 1: Testimonials

Video marketing is one of the most effective Digital Marketing tools available today, and for the next few weeks in a series of blog posts, Nowspeed will help you understand many ways to use video to achieve your marketing goals.

Video marketing can help you to build an ultra strong web presence, not only with your audience, but also with the search engines for SEO. (Tip: Search engines like Google value your site more if it has video). Consider the following statistics on Video Marketing. [Read more…]

Is Your Website Optimized for Lead Generation?

Are you looking for ways to improve the lead generation results of your marketing campaigns across all channels? If so, optimizing your website today can be the cornerstone of that success.

This 15-page eBook will help you develop a comprehensive website optimization strategy that includes the most critical components for successful lead generation. It covers:

  • Branding & Messaging
  • Content Management Systems
  • Copywriting & Content
  • CRM Software Integration
  • Design
  • Functionality & Coding
  • Information Architecture
  • Landing Pages & Lead Capture

If you haven’t redesigned your website in years, chances are your best potential customers are unimpressed with it now. Their expectations and behavior have changed dramatically thanks to the rise of social networks and innovative new web applications.

Download this free eBook on Website Optimization and learn how you can capitalize on these trends to get the lead generation results you’ve been dreaming of today.

Making Paid Search Marketing Pay Off Part 2 – Setting Goals

In part one of this blog series “Making Paid Search Marketing Pay Off”, I discussed the power of targeting and how Google AdWords can be used as a lead generation tool. In part two, I’m going to take you through the key items to consider when developing your Paid Search Marketing Strategy including setting goals and optimizing the campaign.

Setting goals, as in every aspect of marketing, is critical to creating a successful Google AdWords campaign. Some typical goals used for a Google campaign include:

•You want your ad to increase traffic to your website (Better Offers)
•You want more leads (Better Landing Page)
•You want a low cost per click (Better Segmentation)
•You want your ad to show up at the top of the search results (Better Metrics)

Here are 4 ways that give you the biggest bang for your buck with Paid Search Marketing.

Offer
One of the most important elements of any AdWords campaign strategy is the offer. In my experience, the most effective ads are the ones with a specific call to action. A “20% off” offer or a strong white paper offer is going to deliver a higher click-through-rate than a self-focused ad about your company or the benefits of your products.

If you have multiple offers, segment each of the offers by keyword to make each offer more relevant to the searcher. The more relevant the offer, the higher the click-through rate and the less money you spend.

Landing Page
Once your offer has been developed, the next key step is to create lead generating landing pages. A good landing page will fulfill the goal of the searcher quickly. When someone clicks on an ad, they expect to be led to a page where they can complete a form. Many marketers make the mistake of leading traffic back to their site’s homepage, which may not be relevant to the keyword or offer that got them clicking in the first place. A landing page also prevents distracting navigation options leading away from the goal of a conversion. Of course don’t just take my word for it, see for yourself just how effective landing pages are.

Segmentation
AdWords makes it easy to segment your campaign in order to meet each of these goals, including campaigns, ad groups and keywords. These segments can be changed and optimized as your campaign progresses, giving you the chance to capitalize on what’s working, without wasting time or money on what’s not. You can also use the campaign management tools to target the campaign geographically or by time of day, to make it more likely to attract the segments you are focused on,

Metrics
Once you’ve created a Google AdWords campaign that has well designed offers, landing pages, and keywords, the work is really just beginning. It is imperative that your campaign is monitored closely at all times to ensure optimal results. For example, shutting down ad campaigns that aren’t working will help you save money and increase your ad positioning. While anAdWords campaign will produce a lot of data, it’s important to monitor the most important pieces of this data. Determining Key Performance Indicators (KPI) like number of conversions and cost per conversion will ensure your campaign is in line.

An effective Paid Search marketing campaign can deliver affordable and immediate results only with a good offer, a smart strategy and an effective landing page. A smart marketer will use all of these tips in their AdWords campaign to drive the best results possible. Of course we’re more than happy to do this work for you, it’s what we do best.

To learn more, please download our free white paper How to Make Paid Search Pay Off.

Your Checklist for Landing Page Success

There are a lot of pieces that go into a successful PPC campaign.  You spend a lot of time coming up with messaging, creating an offer, and doing the research to put together a well structured PPC account that’s sure to get you the traffic you want. You may find yourself wanting to skimp on landing page creative in order to save your budget to generate more of that traffic. But that’s a lot like heading out to pan for gold without the right tools.  You can pick the right spot and sift for days, but you may miss those nuggets that you’re looking for.

It’s easy to forget how important a landing page is, but it can’t be stressed enough. It’s that magic point in the campaign where all your time and effort – not to mention marketing dollars – transforms into results. 

A good landing page is like a high quality sluice box. You can sift through the dirt and it will leave you with the gold you’re looking for.  If it’s done right, your landing page will do that for you too.  But if that sluice box is broken, you’ll sift the gold out along with the gravel and get left with nothing.

So what can you do to make sure your landing page becomes as productive as possible?  Here are some points to consider:

  • Focus on transactional landing pages. That means creating an even exchange.  In the case of many successful landing pages, you exchange a valuable offer for a person’s contact information.
  • Make your offer worth it.  You can craft a PPC campaign that delivers a certain audience to your pages, but if your offer doesn’t speak to that audience’s needs they may not be willing to make the exchange.
  • All elements of the page should be focused on your goal. You may find yourself wanting to cross promote other aspects of your brand on the landing page, but this will only serve as a distraction.  Keep your audience focused on the exchange.
  • Always be ready to test.  What works for some landing pages may not work for others.  You should always be prepared to test out different versions of your pages in order to find out what works best.
  • Don’t get stale. Your landing page and offer may deliver great results for a while, but some things have a shelf life.  Don’t get too caught up in an offer just because it worked well once.  A good offer can lose value over time so make sure you update both the offer and the landing page if possible, or even be prepared to create a new offer if your audience’s needs change.

So remember that you wouldn’t go prospecting for gold without the right tools.  With the right landing page, you can sift out the golden prospects you’re looking for.

Download our Exceptional Landing Pages white paper to get more tips about optimizing your landing pages.

How to Build a Winning SEO Strategy: Analyzing your Website SEO

Once you’ve built keywords in to your website, you’ll want the search engines to index the content and update your website in their search engine rankings. Google has a very helpful tool called Google Webmaster Tools which allows you to see your website the way that the search engines do. It will help you identify broken links or other factors which may be preventing them from seeing all of your web pages.

You can also tell the search engines not to index certain content on your website if you don’t want them to see it. These may be landing pages or ads, which have duplicate content or may be pages you don’t want searchers to see. To learn additional techniques to rank better on search engines, please download our white paper, “How to Build a Winning SEO Strategy.