Branding

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.

What does an Exceptional Landing Page look like?

Lately, we have been hearing a lot of questions from our Pay-Per-Click clients on what makes a landing page exceptional. In our previous posts about landing pages, Why is it important to have an effectively designed landing page? and Your Exceptional Landing Page Checklist To Maximize Lead Generation, we covered the why and how.

Today, we cover the “what”.

First off, as you all know your landing pages are gateways into your sales pipeline. Whether your visitor becomes a new lead or a missed opportunity depends on what they find there. The question is…are your landing pages optimized to convert visitors into leads, or are they causing unnecessarily high abandonment?

Below are two examples of landing pages that we have designed and are proud to consider as “exceptional” as they produce many quality leads, at a low cost-per-conversion. 

Entitle Direct 

For this Entitle Direct landing page we identified a pain point for consumers: closing costs. We created a landing page that was aligned with their needs, how they can reduce their closing costs. With arresting copy and strong visuals, this was a strong performing landing page for our client with a high conversion rate.

HubCast

For this HubCast landing page the goal was to increase registrant sign-ups for a free HubCast Cloud Print Solution account. By using a bold lime green background color on the form field and a large “Register Now” button at the bottom, we were able to achieve a bold design showcasing an innovative print solution that saves money and the environment. This simple yet very easy-to-read landing page emphasizes the benefits of creating a free HubCast account by having strong bullet points and attention grabbing headlines. The design paid off for HubCast as registrant sign-ups increased dramatically.

To learn more on what consists of an exceptional landing page, please download our white paper, “Unlock the Secrets of Exceptional Landing Pages.”

Hope you have a great week!

Signing off,

Michelle

Social Media Success in 14 Steps: #14 Use Social Media Across Your Company

Social media can be effective as a marketing tool, but keep in mind that there are also very productive ways to utilize social media for customer service, product development, sales, purchasing, and recruiting. By thinking of social media holistically, you’ll see how it can permeate every aspect of your company’s work.

Your customer service team is focused on responding to customer issues and resolving them quickly and cost effectively. Today, customers may not only complain directly, they may also complain publicly on Twitter or other sites, so that their frustrations can reach thousands of other people who follow then. It’s important for your customer service team to monitor your company’s brand terms on social media sites and then interact directly with these people in or to resolve the issues. One benefit of this approach is that their followers will see how you respond and may feel better about your product or brand.

Product development teams can monitor the same stream of content for insight into product usage, issues, or frustrations that may lead to new features, products, or services. They can also monitor what your competitors or their customers are talking about, and gain insight into their future plans. Social media can also be a great resource for getting feedback from the marketplace on potential new product features or service changes.

Sales can effectively use social media in many ways. When prospecting, they can use tools like LinkedIn to identify potential customers, connect with them through their network, and then reach out to them. They can also learn more about their prospects’ professional background and personal interests, which may make it easier for them to build a relationship and turn the prospect into a customer.  By listening to their social media comments and posts, they will be able to gain a better understanding of their needs and wants. However, be prudent with your sales-oriented social media usage. If people feel that you are stalking them or they are being “spammed” because you’ve found them on social media, you can create a very negative backlash. People don’t want to feel that their privacy is being violated or that they are being manipulated.

Your purchasing team can use social media to find reviews and feedback before making important selections for products and services. Once they find relevant comments, they can also find other users and get personal feedback. In the past, vendors would provide a list of vetted references that were all positive. Now your purchasing team can go beyond this sanitized list to find other customers and get the real story. This puts a lot of pressure on the customer service team of any company to manage their digital reputation to make sure that there are no lingering, unanswered negative comments, reviews or ratings.

Social media sites can also be used by your recruiting team when they are looking for candidates. Just as the sales team can find potential customers on LinkedIn through targeted searching, the recruiting team can do the same. They can identify potential candidates and then approach them by phone or email to see if they are interested in exploring opportunities with your company. Once you find people, you can learn more about their through their social media postings. Recruiters will want to see it the candidates have the kind of reputation that will make them a good employee or if there are any red flags that might need to be discussed during an interview. Candidates should make sure that they understand their privacy settings on sites like Facebook, so that they only share images and information that they want to share with the public – including potential employers.

If you’d like to read my white paper on Social Media Success in 14 Steps, please click here.

Social Media Success in 14 Steps: #2 Understand the Audience – Personas

Once you understand your goals, you can begin to prepare to create your social media campaign. Before you create the first site graphic or tweet, however, it’s critical to understand your audience. Will you be speaking to a B2B audience or B2C?  Which industry, demographic, locations do they represent?

Since social media communication can be personal and informal, it’s helpful to create several profiles or personas that represent the different segments you’ll be communicating with. Several of my clients do this by actually giving names to the people in the segment and thinking of them as a person.

For example, if you are selling to the IT market, you might invent “Susan”, the 45 year old CIO of a medium sized company, and “Terry”, the Database Consultant. When you start to think about the content that your market needs, it’s easier if you can personalize it by thinking of what Susan and Terry might need.

If you’d like to read my white paper on Social Media Success in 14 Steps, please click here.