Are you wondering how to increase your conversion rate? Maybe you’ve applied all the important tips like a single call-to-action or a free bonus. You’ve organized your content as best as you can and used phrases that are known to be eye-catching and irresistible. Your design is beyond great, but you still do not see the results that you want.
How to Build a Digital Marketing Funnel
Page layouts, design, and copywriting are important, but they’re not everything. Here are three things to keep in mind and use as stepping stones to create or tweak your current digital marketing funnel.
1. Choose The Right Tools
It’s important to start with the most efficient tools. This is probably one of the most time-consuming parts in building a funnel because you will have to look at a variety of SAS products and figure out which one is the best fit for you.
Many times you won’t just have one but will need more than one because each one will serve its own purpose.
Then, you’ll need to make sure they integrate with one another. Some people hire tech VAs just for this. Lean on the expertise of your friends at other startups to help you decide.
2. Create objectives, then focus activities
Now that you have your tools in place, you can start to paint your future. What are you going to use to draw people in? Forget about what you love. Instead, focus on what you’re good and how you can help other people learn your expertise.
This is where messaging is everything. Speak to your audience about the positive outcomes your expertise offers and give them something for free. Use your tools you decided on to collect the data of people who could turn into customers or clients.
This is the biggest part of your funnel because it is when people make a decision to opt-in or not. Copywriting is HUGE here. You need to bring them in with words that will convince them and convert them.
3. Organize your funnel spreadsheet
Finally, you need to keep track of what’s working and what’s not working. Most likely, you will have a few different things happening at once, so use metrics to keep track of all it in one place.
You’ll want to know how much you’re paying per conversion to see what’s working and what’s not. Then, you’ll know what to stop and what to do more of!
This process is something that you never do once and you’re done. Your business is always changing and digital algorithms are always changing.
If you’re working in a digital marketing agency as a digital marketing strategist, a better question should be “What do you not do?” …especially today.
Everything is done online. You can shop, order food, talk to your loved ones and even sell your product and have it available to people worldwide in a matter of hours. Even if your business doesn’t do any operations online, you need to have a platform online. If not, no one will find you. It’s how people search.
Which brings me to… Digital Marketing. The word is probably not new to you. You’re reading this, so you know what it is, but even if you’re not savvy online, you’re being marketed to digitally.
What is a Digital Marketing Strategist?
However, most people don’t know what a digital marketing strategist is or what one does. In a sentence, it’s A LOT.
To begin, let’s see what a digital marketing strategist could do on a day-to-day basis.
Digital marketing strategists take the lead in helping clients figure out how to best use the internet to grow. It’s a job that takes a lot of knowledge and patience. There is a lot on the internet so knowing how to stand out from all the other stuff and show up ahead of your competitors is a constant work in progress – whether it be updating changes with your business or staying up to date with new algorithms online, like Google or Facebook for example.
First, a great digital marketing strategist will start with an audit of the client’s digital assets, as well as those of their competitors.
Then, the digital marketer will start working intently with his or her team to develop a relevant web presence. Some examples of this work include:
Creating Google ads based on what people are searching in a certain area. For example, check out the results for the terms below. Instead of just guessing what people are searching in certain areas, it’s important to use data that tells you and act on the data to drive people to you and your business.
Ensuring your website is SEO friendly. Now, a lot goes into SEO. Click here to see one of many posts about the topic. In a nutshell, this includes using keywords, making your site loads fast, compressing images, etc.
Creating a video to target your audience on Facebook. Facebook is great for advertising because you can get really specific about who you target and with what information. In addition, you can use a pixel to follow that person around so your brand is always top of mind.
These things are not easy to do if you’re not an expert. You can also waste a lot of money on ads if you’re not familiar with the interface, how to target people, or how to read the data to tell what’s working and what’s not working.
Digital Marketing is complicated. There is a lot to it and if you’re not an expert, you should hire one. If not, you may waste a lot of money.
5 Types of Digital Marketing for Dummies
However, the nature and forms of digital marketing are pretty easy to understand. You don’t need to have a marketing degree or any computer science degree to be able to understand how digital marketing works. In a nutshell, you look at the data you’re given and turn that data into a strategy… which brings in dollars.
There are many ways to market digitally. The most common are here to act as a simple guided to introduce you to some forms that the leading companies and brands are using online create leads, revenue, and brand exposure to a wide audience.
1. PPC (Pay Per Click)
This one is very common. Pay Per Click ads, or “PPC”, are generally referring to paid ads using Google’s AdWords network that trigger based off a keyword that someone searches. These ads are usually created with eye-catching phrases that people are searching in a certain area, or wherever you are targeting people. The advertiser pays when someone clicks on their advertisement.
PPC prices can range from $0.50 per click to hundreds of dollars per click depending on how competitive the keyword or keywords you are bidding on are. Your website’s site speed and SEO also play a key role in this.
If you want to know more about this, send me a message. I have someone on my team who is a PPC genius!
2. Display Ads
Display ads are another form of digital marketing and can be ideal for new innovative products or services looking to gain general awareness. These types of ads are not triggered by keywords and can often be seen in the form of banners on different sites you visit. Display ads are still evolving.
In addition, targeting opportunities are becoming more advanced these days. Thus making a great resource for businesses looking for powerful targeting approaches. (Targeting is #1!)
Retargeting has become huge because it’s so effective. Retargeting is something you probably notice when you are surfing the internet. Have you ever looked at new boots online and then noticed that wherever you go those boots are following you around in the form of an ad trying to get you to click and buy? You are being retargeted!
Its repetitiveness is vital because as humans we need to see something at least seven or eight times before we decide to buy it.
4. Organic Search
Organic search, also known as SEO (search engine optimization), is one of the most efficient and profitable digital channels for marketing. It’s my favorite form of digital marketing (and arguably the best).
The benefit to organic rankings is that you do not have to pay per lead or per click, which makes it very sustainable for a long-term plan. There is a lot to having great SEO – using the right keywords in the right place, making sure your images are not too big and load quickly, having links that point back to your site from other sites with a high domain authority, and so much more.
For more about boosting your SEO and chance of being found in an organic search, click here.
5. Social Media
Oh, where do I begin? Facebook, Instagram, Twitter, LinkedIn, and whatever else just launched in the last week. Social media has become huge and one of the most powerful things that have been invented to date, especially for consumers looking for services and products.
Social media channels have started to connect with SEO and organic marketing as content has become the most powerful online. Social media marketing is a great way for you to capture the attention of your customers, communicate with them online, and build brand awareness and credibility.
With websites like Teachable and Kajabi, along with online marketers advertising their online courses, it’s no secret that creating an online course is all the rage among entrepreneurs today.
It makes sense. It gets your brand awareness on a larger scale, passive revenue, a way to build your email list. I could go on and on.
3 Mistakes When Creating an Online Course
And it all seems so easy, right?You have an idea, then you can turn it into an online course. But there are a few critical mistakes many entrepreneurs don’t take into consideration as they step into the creation process. Those mistakes can cost entrepreneurs thousands of dollars.
So, how do you avoid these mistakes?Focus on your audience.Here are three ways to do that.
1. Be clear about the transformation.
Humans are goal-oriented creatures. We want the end result – whether it’s to lose 10 pounds, to have a great relationship, or to land the dream job.
Ask yourself this question: “What problem am I solving?”
When it comes to creating an online course, it’s so important to base the content around the problem your students are experiencing. After all, you’re leading them toward their goal!
This is especially important when you’re marketing your online course. When your prospects see you as the gateway to what they want, they won’t hesitate to work with you!
2. Provide opportunities for your students to implement.
When entrepreneurs create a course, it’s tempting to want to throw in as much information as possible. It’s understandable! You’re excited to teach, and you come from a place of wanting to help.
Here’s the thing: it’s so easy to access information today—with Google and Wikipedia, the world is at our fingertips!
What makes an online course a profit making machine is when you push students to take action. How are you encouraging students to apply and implement what they’re learning?
When your students take action, they’ll be closer to reaching their goal and they’ll see you as the key to reaching their goals and want to keep working with you!
3. Align your content to your students’ needs.
There’s something called “the expert curse.” Since you’re an expert, you’re so proficient that it’s easy to forget what it’s like to be a newbie or someone that really isn’t that familiar with your industry. This can make it challenging when you’re figuring out the content.
First, ask yourself: “Are my students at the beginner, intermediate, or expert level?” This is a simple question, but it’s oh so important. It determines what type of terminology you use, how in-depth you need to go on a topic, what application activities they need to do, etc.
You see, when your content directly aligns with your students and their needs, they are less likely to experience buyer’s remorse and ask for a refund.
So, how do you create an online course that delivers you revenue year after year? Focus on your audience as you design the content.
This is a guest post from Jessica Terzakis. Jessica is a curriculum and instructional design consultant with more than 7 years of experience.She joined Terzakis & Associates, a small business advising firm in Bedford, New Hampshire and acts as a consultant to private clients.
Prior to becoming an entrepreneur, she worked as a teacher in public education and worked with the New England Association for Schools and Colleges in evaluating participating school’s curriculum and assessments. Jessica graduated from The University of New Hampshire with both a Bachelor’s Degree in English Teaching and a Master’s degree in Secondary Education.
LinkedIn is the place to be if you want to connect with people on a professional level. This social media platform offers a wide array of services you can use to help you build connections.
One of its great features is LinkedIn Premium. LinkedIn Premium gives you access to Premium features like InMail, premium insights on job postings, and the full list of “Who’s Viewed My Profile”.
However, if you decide to cancel your Premium subscription and return to a free Basic account, you can still keep your profile, connections, and other data without the extra services.
Should I Cancel Linkedin Premium?
I had a LinkedIn Premium membership for about a year. While the extra features were great, I just didn’t use them enough to justify paying for it each month. If you send a lot of inmail, if you do in-depth searches to find people, and if you love LinkedIn ProFinder, keep it. If not, it may be time to cancel and put that money somewhere else.
How To Cancel Linkedin Premium
Click on the “Me” icon at the top of your LinkedIn homepage.
Select the “Premium Subscription” setting from the drop-down menu.
Below “Account Type” on the left, click “Cancel Subscription”.
Choose the reason for your cancellation and click “Continue”.
Click “Cancel my Subscription”.
Canceling LinkedIn Premium on iOS:
You can cancel your subscription using your iPhone through the LinkedIn app.
Canceling LinkedIn Premium on an Android:
When this blog was posted, there was no option to cancel a Premium subscription directly through an Android device. You’ll have to access your account using your laptop or computer to cancel your subscription.
Things to Remember When you Cancel LinkedIn Premium
To avoid being charged for the next billing period, you need to cancel at least one day before the billing date listed on LinkedIn.
Cancellation will end billing and remove your access to any Premium features at the end of your current billing cycle.
Your access to all accumulated InMail credits will be lost at the end of your billing cycle and can’t be granted back.
If your Premium account was on a plan, promotion, or price that is no longer offered, you won’t be able to re-purchase that same plan again or re-purchase it at the promotional price.
Updating your LinkedIn profile when you’re unemployed is crucial. After all, the whole purpose of updating your profile is to attract prospective employers. Choosing the wrong content could drive hiring managers away instead.
So, what should you list as your professional headline or current position when you’re between jobs?
Creating a LinkedIn Headline for Job Seekers
Your ranking will drop slightly in LinkedIn search results if you choose to disregard a current position. In other words, your profile could be shown several pages lower than what it would have been had you chosen better words.
Remember to be honest. It’s easy for potential employers to check your background when they are considering you for employment.
Unemployed LinkedIn Professional Headline Examples
Actively Seeking Employment
Available for Employment
Available for New Opportunities
Seeking a New Opportunity
Looking for Work
Professional Seeking Work
Experienced (insert niche here) Available for New Opportunity
Professional in Transition
(insert niche here) Currently Exploring Options
Recent College Graduate Seeking Entry-Level (insert niche here) Position
If you’re doing freelance or consulting work, list your company or mark yourself as self-employed.
Unemployed LinkedIn Current Position Examples
Seeking New Position
Student at (insert school)
Recent Graduate at (insert school)
Consultant at Self-Employed
One thing to keep in mind when saying you’re unemployed is that there can, unfortunately, be bias in the workplace against unemployed job seekers. Many hiring managers persist in giving preference to candidates who are currently employed.
If this is a concern for you, consider listing your current position as “self-employed.” You can also list yourself as looking for work immediately after losing your job, and then switch to “self-employed” if your initial announcement doesn’t draw the kinds of offers you’re looking for.
Deactivating your LinkedIn account means deleting your profile permanently. This means access to all of your information from the site will be removed. Having a Premium account can be canceled, but your free, or basic, account can be kept to retain your profile, connections, and other information.
When youdeactivate your account, the website will make you choose a reason that includes “I am getting too many emails” or “I am not getting any value from my membership” for example. You will also have the option to write your own reason for canceling the membership in the option labeled “other.”
Most business owners or entrepreneurs have limited video advertising budgets. Some want to ensure they are using their money judiciously, and because of this, they minimize their budgets. But, effective video marketing can be extremely inexpensive to produce.
5 ways to Create an Effective Video for Advertising
Videos can successfully be used in emails, on websites, and various social media platforms. They could even go viral if the video contents are engaging, credible, unique, and interesting.
1. Start your video with something interesting
Your videos need to be truly engaging. If you can, try and personalize it by including yourself, workforce, clients or customers… as well as their testimonials.
Viewers and potential clients or customers would like to see someone using your product, services, or a step by step process before they buy what you are selling. Keep in mind, that if your video is not interesting, nobody will watch it. (At least, not for long.)
2. Do not create lengthy videos
If you want to get an optimal result, then ensure your video doesn’t last more than 90 seconds. Don’t turn your video advertising into a documentary. If you do, people are going to skip it.
However, your video can be up to three minutes long if you are using it to position your brand or business. Either way, try to eliminate all forms of unnecessary content. Let your message be direct, simple, and unique so viewers can relate to it.
The timing of your video is very important. If the video message is spiced with humorous lyrics, quotes, anecdotes, and stories – it could go viral because viewers will be tempted to share it on various social channels.
4. Use clear logos
Your logo is one of the image makers of your brand. It needs to be clear, and if possible, carry a central message about your brand. Your logo should be a brief summary of what your organization does. The more engaging your logo is, the more people would be motivated to watch your brand video.
Tell viewers what makes your brand to stand out and showcase your track record of achievements. Share success stories, positive feedback, customer testimonials, and more.
5. Incorporate a clear call to action
The sole objective of your video is to encourage viewers to take some sort of action. So, ensure you incorporate a call to action as part of your video marketing strategy. This can be added through text, graphics, voice, or can be filmed.
To achieve an awesome result, you need to include it at the end of the video. For instance, you can show viewers how they can reach you by visiting your website, purchasing your products or services, signing up for discounts, calling you, etc.
This is a guest post written by Curtis Schlaufman.
Bloggers have continued to grow in importance and their influential power has reached new heights. Business owners are realizing the need to post regular blog content. Finally! It’s not surprising considering that featuring a blog as a key part of your website will give you a 434% better chance of being ranked highly in search engines.
Blogs adapt and change as the digital world evolves, which means every year there are new trends to contend with. 2017 has been no exception with plenty of exciting new trends on the horizon.
12 Biggest Blogging Trends
1. Live streaming
Apparently posting ‘instant’ pictures on Instagram isn’t enough. Bloggers and brands are expected to go one step further and offer live streaming to their audience. We’re sharing more of our lives and this trend is expected to continue and reach new heights.
Instagram stories launched back in November and the blogging world is most definitely on board with this type of short form ‘snack’ content popularized by Snapchat.
Facebook Videos have increased 360% across everyone’s news feeds. It’s no secret that online video is growing, but now it’s so popular that bloggers, and those running blogs, need to factor video into their content calendars.
Some ‘vloggers’ exist purely on YouTube and attract millions of views. More bloggers who solely used to write posts have started a channel this year as audiences increasingly expect a seamless multimedia experience from top blogs and bloggers.
3. Blog UX
Gone are the days when blogs were just one page with a bland, dull design. Bloggers are now investing a great deal of hard earned money into their blog website design because users are expecting more. Blogs are becoming more glossy and clean, created 100% with the user in mind, and boasting stunning visuals like video and photo galleries.
Try not to make the mistake of going along with a blog design fad without considering how it will impact your users. Choosing the right platform for your website and blog is crucial for delivering a first-class experience for your users. You may want to build an online store and blog on Shopify, or go down the WordPress plugin route — just make sure that you invest enough time and money into creating a website experience people won’t forget!
4. Mobile first
We now know that Google uses the mobile version of a site to determine quality and rankings, which means mobile isn’t just important, it’s everything. Part of the reason why blogs have become tidier and simpler in design is that they need to work on mobiles. Expect more changes to blogs to adapt to the fast world of mobile web browsing.
Say goodbye to pointless click bait that adds no value, and say hello to long, hearty blog posts that are worth reading. That’s what blog owners should do if they want to rank better anyway. The average word count of top-ranking content in Google is between 1,140 and 1,285 words. That content budget is going to have to stretch a little further, and bloggers need to look at posting regular posts that are over the 1000 word mark.
6. Blogging generates high ROI
It’s often hard for marketing managers to convince their boss that creating and maintaining a blog is worth the investment. Often, budget ends up getting allocated elsewhere, and brands miss out on the opportunity to capitalize from blogging.
According to The State of Inbound Report by HubSpot, marketers who prioritize blogging are 13 times more likely to achieve a positive ROI on their efforts. This year brands have finally recognized the impact blogging can have on their business, and top bloggers have had a lot of financial success working with brands.
Blogs are now becoming trusted sources of information, and consumers are reading posts before making purchases. In fact, according to Hubspot, 47% consumed 3-5 pieces of content before taking the first step towards making a purchase.
7. Blogger tribes
It’s not just about the blogger and the audience. Bloggers are teaming up and creating tight-knit communities in certain niches. Brands shouldn’t just look at trying to connect with individual bloggers, but they need to try and penetrate the blogger ‘in crowd’.
This is what will truly bring success when it comes to collaborative campaigns. Many bloggers not only want to continue their rise to internet fame, but also bring others along with them. Successful influencer marketing will involve finding ways to build strong ties with these blogger tribes.
Many sources are claiming comments on blogs are becoming less important, and some even suggest they may disappear altogether. It’s not that people don’t want to continue the conversation, they just want to continue it elsewhere. It’s much more beneficial to start a discussion via social media, where you can get all sorts of people interacting.
Blog comments can also attract a lot of spam, which is frustrating to manage, and some bloggers are simply tired of getting mean comments. So, expect to see more blogs taking away the option for readers to comment, and more conversation happening via social media sites like Facebook, Twitter, and Instagram instead.
9. Adapting to voice search
According to ComScore, ‘50% of all searches will be voice searches by 2020.’ Plus, Locationworld claims that 40% of adults now use voice search once per day. This year people have been using voice search more, and experts predict this is going to rise. So how does this relate to blogging? Well, blog owners need to start thinking about optimizing and adapting their blog content for voice search.
Voice queries are quite different from typed searches — they are more conversational and longer. In order to serve up content that answers these queries, bloggers need to have a wider discussion and consider relevant questions their audience might be asking. This also ties into the theory mentioned above that longer content performs better.
10. Say ‘no thanks’ to pop up ads
In January, Google announced it would be penalizing sites with intrusive popups, especially on home pages. Many blogs used to contain all sorts of banners and popups for monetization purposes, but flashing banners and pesky popups should be avoided where possible these days. This is yet another reason to keep blog designs clean and straightforward.
If you’ve heard rumors that the blogging world is dead, that couldn’t be further from the truth. It’s just that good bloggers have simply got a new, more accurate name. They are now known as ‘influencers’ because they do more than just write and publish ‘weblogs’, they have the power to communicate with audiences and shape opinions.
12. Regular blog posts count
Posting one or two blogs a month just won’t cut it. You won’t build an audience and you certainly won’t get people coming back for more.
Google rewards publishers who post regularly, and according to Hubspot, companies that publish 16 or more blog posts a month got 4.5x the leads than companies that published four or less monthly. However, it’s important to note that an increase in blog posts should not have an impact on quality. There’s no point posting more if the content quality suffers. Get your strategy right first, then ramp things up a notch.
This is a guest post written by brand marketer and blogger Victoria Greene. She’s ane-commerce marketer by trade and runs a blog in her spare time. Growing a brand’s reach by cooking up a long-term growth strategy is her forté.
You must persuade the customer that your product or service will be valuable to them and worth purchasing. Even if you’re able to attract qualified leads, they still need nurturing and won’t buy without being persuaded. But, you can’t be persuasive by simply reading a product description or listing off features. (Why do so many people think that works?!)
You need to connect with customers and there are scientifically-backed ways to do this.
Persuasive Speech Topics
GetCRM put together an infographic which offers persuasive techniques you can use to improve sales conversions.
Highlights from the data include:
Visuals are processed much faster than text
Story-telling is powerful and stories stick in people’s minds
Attention spans are short and you must engage customers quickly
Avoid technical jargon and instead speak to how your product or service solves a problem
Customers prefer simplicity – having fewer options converts better than overwhelming customers with a multitude of options
Along with the techniques and strategies you leverage, the language you use will also contribute to how persuasive you are.
You want to avoid using self-centric pronouns (Me, mine, I) when talking to potential customers because it takes the focus off them and their needs. Instead, you want to use second person pronouns (You, yours, their name) and align the value of your product or service with their specific needs.
Other persuasive language includes:
Cause and effect words
Words that demonstrate value
Words that exhibit exclusivity
Using these types of words in your communication to prospective customers will help you be more persuasive and effective.
Of course, the greatest speech or sales asset is an outstanding product or service. Still, persuading others to buy isn’t easy, and even the smallest tweaks to your approach or language can make a huge difference.
Follow the tips outlined in the infographic below and convert more customers for your business!
This is a guest post written by Andrew Dennis at Siege Media.