Category Archives: Marketing

Readability Matters

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Read This for Tips on Readability

It’s now just what you say; it’s how you say it. There are many masterpieces in literature that aren’t very readable. But in the world of readability, what really needs to be readable is marketing content. And it absolutely matters.

It impacts SEO, user experience (UX) and the success of content marketing. If you don’t care about readability, you should. The days of keyword stuffing are over. Google cares about how readable your content is not just that you used the keyword a few times. As voice search becomes more popular, the emphasis shifts much more so to readability.

If you don’t think readability impacts SEO, your’re wrong. Maybe you’re wrong a lot; I don’t know. I am not basing this on anything but pure experience as a professional writer and content marketer. I write upwards of 5,000 words a day so I understand what it takes to write on many different topics and be interesting. Yes, I care about SEO and keywords, but I don’t force it. I choose quality every time.

Readability is also a factor in UX. If you publish poor content that emphasizes keywords over telling a story, the user will not have positive experience. They then become unlikely to read more of your content or become a customer. Just as every element of design impacts UX, your copy does, too.

The elements of readability

There are certain specific areas around readability. Again, my experience is the basis for these thoughts. I didn’t copy this from another article. It’s just what I think matters.

Kill adverbs and adjectives unless that provide context. You do not need seven adjectives in one sentence. It comes off as being fluff and not authentic. Use them sparingly so that when you do, it’s purposeful.

Vary the length of sentences. It’s good to have a variety of sentence lengths. When in doubt, edit and cut. I was provided copy to review recently, and one sentence had 42 words. 42 WORDS! There is a rhythm that happens with readable content. Read it out loud to understand if you are on point with rhythm. Don’t make sentences so hard to read that it takes three huge gulps of air.

Use active voice. Passive sentences don’t read well. Sometimes passive cannot be avoided. However, consider the syntax of the sentence. Revise as necessary to create a better balance.

Don’t use every word in your extensive vocabulary. Most content should be written on an eighth grade reading level. Unless there is a good reason, be simple. When writing about very technical topics, using big words makes more sense. Remember simplification isn’t dumbing it down. It’s making it more accessible to your reader.

Grading your readability

It is possible to score your readability. There are many tools that will give you a grade. The Flesch reading scale is used by many applications like Yoast. The scale grades how easy it to read the text. It looks for how hard a sentence would be able to read (the 42 word sentence did not bode well). I am a big fan of Yoast. It’s my preferred plugin for SEO on WordPress. I also use the Hemingway App, which is a great working tool that highlights where the issues are.

I encourage every writer, content marketer and SEO specialist to care about readability. I know people don’t read much these days. They scan. We live in a world where content is created and consumed at a rapid pace. But before you publish, do at least this – read it.

(P.S. I scored this on Hemingway App. It received a grade of good.)

10 Twitter Musts for B2B Brands

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If you are going to use Twitter as a channel for your B2B brand then you must be strategic. Otherwise, it’s just a waste of time. By incorporating these Twitter musts, you can actually begin to see ROI (return on investment) for your social media marketing efforts.

Share original content

Twitter feeds on great content. If you produce relevant content that your audience wants to read, you are starting a conversation. You must have a content marketing plan in place to execute this. I adhere to the 50/30/20 rule, wherein 50 percent of content is original content that attempts to answer questions, provide education and nurture the relationship; 30 percent is third party content that complements your original content; and 20 percent is purely promotional.

For the 50 percent part of the pie, it’s great to come up with a monthly featured topic, and break it down to lots of formats: eBooks, whitepapers, blogs, infographics and video, all of which you can share on Twitter. Original content that resonates with your audience and allows them to learn or have a broader understanding will get liked and shared and can lead to conversions.

Share partner and third party content

For the 30 percent part, you should curate content that makes sense for your brand, monthly topic and partnerships. You should have a third party content spreadsheet, identifying the organizations that you feel align with your brand. Examples include trade groups, publications in which you advertise, thought leaders/SMEs (subject matter experts) and those companies of which you have official and unofficial partnerships. Sharing their content of course increases the chance, they’ll share yours.

Engage with your audience

I analyzed a Twitter account recently for a brand that had been on Twitter since 2008, and they had a total of 288 likes. So in almost nine years, they’ve only liked 288 tweets. That’s not how Twitter works. You have to be engaged. You must like tweets that mention your brand (where appropriate) or those from your partners and thought leaders. The same thing applies to retweeting.

Respond

Twitter is a place where clients often bring concerns or successes to the conversation. If you are asked a question about your product or service, answer it or at least acknowledge it and respond via direct message. Not responding at all only makes a negative experience worse, and if the tweet is positive, your “fan” feels ignored.

Include CTAs (calls to action)

Why do you tweet? Do you really see Twitter as a channel for content or a necessary evil? To use it as a channel, you must guide a prospect to the next step. Most interaction between prospects and brands would be considered the Awareness stage of the buyer’s journey so that means they are just determining they have a problem. Using Twitter to publish original content that answers questions and educates transforms it into a meaningful channel for lead generation. Your post should be a quick summary with keywords hashtagged, include a photo and end with a CTA like read our blog or explore our options. It’s a meaningful ask that propels the user.

Grow followers legitimately

This is a PSA to urge you to never buy followers. Buying followers as well as using “bots” to make a post seem like it has more likes and shares continues to be an issue. Bots are really algorithms working behind the scenes. Bots look like real profiles to a lot of users, however social media marketers and influencers can spot it. Using bots may seem like a great way to “viral” or engage real users, but I would never recommend it. If you’re just “buying” engagement then what’s the point of using Twitter as a true lead gen channel.

Tag correctly

As I’ve discussed, it’s important to share the content of partners and engage with your followers. That means tagging profiles properly. If you are sharing a piece of content from a partner, then use their handle as a mention as well as the actual author of the content. This is a simple way to expand your reach. Always use handles when replying as well.

Hashtag responsibly

Just because it’s a keyword in your niche industry doesn’t mean it will have any hashtag relevance on Twitter. Twitter uses hashtags as a way to determine what’s trending and for users to search based on a particular phrase or word. Don’t over hashtag. My advice is three max in a tweet. Not sure if your keyword is a real hashtag, just search it on Twitter.

Measure and tweak

Of course measurement is an important part of ROI. But measuring just the basics of follower growth and engagement (based on shares and likes) isn’t enough. You must put context around the data. You should be benchmarking against competitors as well as determining what your actual reach and visibility are. For instance, if you had 50 likes in a month with only 500 followers, that’s decent. But it would be immaterial if you have 10,000.

You should also be measuring how Twitter is working as a channel. What’s the click through on your links? How does Twitter compare as a referrer compared to other social media platforms or organic search?

Once you start compiling data then you need to make it actionable. If the data reflects infographics are liked and shared more than any other content then consider increasing the number of those. Do more of what works; less of what doesn’t.

Have fun

B2B companies often miss this important mark on Twitter. They’re overly promotional and seem like a machine rather than a human. Stop taking yourself so seriously. There are so many national days and holidays that provide you the opportunity to tweet a trending hashtag and show off your lighter side. Resist being too cheesy.

Here’s an example: June 29 is Talk in an Elevator Day; you could suggest some fun topics like, “Ask your fellow elevator passengers their top three favorite movies.”

Twitter and its abbreviated lingo can be a great way to connect with many different buyers. Keep in mind that it’s not all about you, your products and your awesomeness. You must give to get in the Twitterverse. If you don’t have a defined strategy that includes goals, actions and KPIs (key performance indicator) then it’s really just throwing up some random content and seeing what sticks. So do these 10 key tactics and see what happens! I’d love to hear your Twitter musts for B2B, tweet me at @bethfosborne.

Marketing Tools I Love

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As a marketer, we have lots of great tools available. I’ve tried out many. These are some that I love and why. I’m not affiliated with any of these brands, and my recommendations are simply my humble opinion.

Hootsuite

There are lots of social media management platforms available. I’ve been using Hootsuite for about a year, and I think it’s pretty nifty. I use it both on desktop and the app. The only negative is that on the app, I can’t schedule for a LinkedIn company page. I also use the Hootlet extension so that I can post directly from the article I’m reading. I set up most of my social media on Sunday for the following week. Because I manage multiple accounts, it keeps me organized. You can create multiple streams and “listen” for keywords. It’s also easy to manage engagement, as I can reply, retweet, share or like directly from the app.

Canva

I’m so obsessed with this platform. I am officially a raving fan, and I’ve recommended it to about 10 people thus far. Canva helps you make your imagery and designs look professional. I am NOT a designer so I need help. Canva has amazing templates, most of which are free. And it already has the sizes you need for a variety of posts: social media, blogs, etc. You can create eBooks, presentations and pretty much anything marketing related. I also just used a template to update my resume. They even offer “magic” resizing so that if you create a design in one template, it will automatically resize it. The basics are free, but I do have a paid subscription. It’s probably the best $13 I spend a month.

Instapage

Full disclosure, I’m neither a designer nor a coder. But I wanted to build easy landing pages without waiting for a designer or a coder. I tried out several landing page creators. I’ve loved Unbounce for a long time; that produce some great content. It just wasn’t a good fit for me based on skill set and price. Instapage is so easy to use! Drag and drop basically. They provide a lot of templates, or you can make your own. You can also add your brand font and colors easily. For a very reasonable price, you can create unlimited pages. Super easy to navigate, and it integrates with many website platforms like WordPress.

Pixabay

I’m no fan of stock imagery. It ruins so many cool websites. I try to use imagery that aligns with the idea but looks natural. Pixabay is my absolute favorite free photo site. They have a nice collection of photos and illustrations. I’ve been using it for years. I rarely ever have to go to a second source because Pixabay almost always has what I want. Pixabay photos are on my blog and portfolio website. Even though it is free, you can donate money to them. I use them a lot so I have no problem with helping them out.

Hubspot

Last but not least, I absolutely believe Hubspot is the best marketing automation software. I’ve been in love with their message for years and finally got the opportunity to use it for a project I worked on for several months. It’s so intuitive, and it integrates everything. You can post blogs, design landing pages, manage SEO and more. Plus, they offer FREE education. I’ve taken the software class and the certifications classes in inbound, email and content marketing. Their webinars are pretty insightful as well. Marketo and Pardot, to me, aren’t even in the same neighborhood, and both of those platforms don’t offer any training unless you are a paying customer. It also costs quite a bit to even take their certification tests.

If you need tools to work on marketing yourself or a brand, check out my recommendations. I’d also love to hear about the marketing tools you love.

Happy Marketing!

How I Landed My Dream Career

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How I Landed My Dream Career

 

First, I just want to say this isn’t an article about how everything happens for a reason, and if you just focus on success, it’ll happen. This is a story about not settling. This is a story about how a job and a career are different things.

A year ago, I felt like my career was going nowhere. I left a job I loved because I just couldn’t keep going on a path that was all dead ends. So I took a job that I thought would move me into the right lane, and the pay was great. I soon learned that the job wasn’t what I expected. So I moved on after a few months to a position that paid more but still wasn’t what I wanted to do. But it gave me the time I needed to focus on where I wanted my career to go.

However, this was just a job, and I was a contractor not an employee. As a contractor, it was hard to feel like I was a part of something, which made feel disconnected to the work. I worked with some very smart and competent people. But no one seemed to have a plan for my role. It was like they went on a hiring spree, I showed up, and they weren’t sure what to do with me. I was used to just being thrown in, but when you work for a large company, it’s basically impossible to create work. But I tried. And really the clichés about large companies are mostly true: lots of red tape, corporate speak is rampant, and most of the time, new ideas aren’t appreciated. These were not bad experiences. I did learn things. I learned a lot about what I didn’t want for my career and that having at least some leeway to be creative is essential. And that I really like working and collaborating with others. The in person meeting is hard to come by in global companies. Technology allows for alternatives, but in my opinion, there’s no substitute for looking someone in the eye and giving them your attention.

I also learned that in a large company, your role is just one small cog and that was hard for me to swallow as my experience has been one where I’ve had to wear a lot of hats. I was able to connect what I was doing to the bigger picture; I just had little opportunity to influence the strategy. It became easier to just do what I was told. And that’s not me. I need to be challenged and engaged. Otherwise, I just feel like I’m simply showing up.

But during the year of contacting, I enjoyed flexibility that allowed me to find exactly what I wanted and focus on continuing to improve my skills and connections. This time allowed me to connect with some amazing folks and do some really cool things. So even if my day job was blah; I had work that was creative and challenging. I also took this time to learn new skills. I can now create landing pages without the help of a developer! Life doesn’t really hand out opportunities just for showing up. Attitude about your situation is what you can have control over, not much else.

So while I could worry less about financials, I had plenty of time to find the right fit. I had a lot of bad interviews. Not that the people were bad; it’s just I kind of immediately knew it wasn’t for me. I never turn down interviews even if I was already on the fence. You never know who you might meet or what it might teach you. I, at one point, thought I had found a great opportunity but because of situations beyond my control, the company made the choice not to fill the position. I did meet a great guy who 100 percent believed in me. We were completely on the same page so it turned into an opportunity, just a different kind.

The worst interview had to be the one that made me literally sick. It was so hot in the room, and I was in there for over an hour with no water. I’m not saying it was a literal toxic environment, but I decided my body was trying to tell me something.

So it was months of bad interviews or jobs that seemed like a good fit but were under my salary requirements. I could have just gotten comfortable in my day job routine. But I knew I wasn’t fulfilled so I kept putting myself out there.

Then something amazing happened. I applied for a job on LinkedIn and had a phone interview with my now boss. I immediately knew I wanted to work for him. Then in my in person interview it got even better. I knew I had found my people and my place.

I’m just finishing my first week, and thus far it’s as advertised. The people are fun and friendly. I’ve already received so much praise and recognition for my work and ideas. That’s pretty amazing! And I’m thankful everyday that I get paid well to do what I love, write and marketing!

My advice to anyone unhappy in their career is that only you can change it. Your boss isn’t suddenly going to start appreciating you. The work won’t become interesting and challenging if you wish hard enough. But don’t settle. You deserve to be treated well and paid fairly. I bring up pay because it’s important to ask for what you need and not back down. I know what I’m worth, and in the end so did they.

If the offers don’t come then keep learning and growing. Top talent is a bit of a unicorn these days. If you know how great you are, make sure employers do, too. Tell your story because we all have one. I’m feeling really blessed right now, and right now, I feel that my career story has just launched into an exciting new chapter.

Hey law firms, here’s an introduction to inbound marketing

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I’m what you’d call an inbound marketing evangelist. I have no doubt that using inbound strategies is the key to quality leads and substantial growth. Unfortunately, not every industry has embraced it and prefer to stay stuck in traditional marketing. One industry that seems to be lagging behind but has so much opportunity is the legal field.

Attorneys love advertising. I know this because they are constantly on my TV or smiling at me from the vinyl wrap of a bus or everyone’s favorite on the back of a phone book (just so you know, I don’t have a phone book, but I think they still exist). When I see the ads on TV or read their billboard, I am amazed at how little they have progressed. From their shiny hair to their 90s suits, it’s bad. But maybe it works for them; although, I am not sure exactly how they derive ROI from ad spend, and I would assume that ad spend is substantial.

An introduction to inbound

So, attorneys or marketers who work for law firms, I’d like to introduce you to inbound marketing. When people need an attorney, it’s usually not for a good reason. And most people may already have a negative feeling about lawyers (sorry, you just aren’t likable). So how do you get a prospective client to like and trust you? By providing users content to answer their questions. A content plan that targets the specific reasons someone may need an attorney could be much more valuable than your billboard. Here’s why. When we need something now, we ask Google. We, for the most part, trust the results that Google provides. So if I’m asking Google what I need to know about some legal predicament, like personal injury, negligence or family matters, that’s probably what I’m going to ask Google. If you have relevant content that answers the question and is optimized correctly, there’s a good shot you’ll be in the results.

Not all law firms have resisted the inbound revolution. Hubspot shared a case study of a law firm that cut paid advertising and increased its leads by 186 percent by adopting inbound strategies. The firm moved away from traditional formats and started creating a content marketing strategy that generated interest and in turn new clients.

Some are dipping their toes into the inbound pool

I did a little research myself looking at some law firms in Charlotte, N.C. I did some simple searches wherein I was seeking answers to legal problems. This is what I found:

  • For family law, there were a lot of paid ads on Google, none of which went to a dedicated landing page that would have been considered an Awareness stage offer, like an eBook.
  • Some of the family law practices I looked at did have blogs, but the publication was sporadic, and there didn’t seem to be a real content marketing plan; the topics were too general and didn’t really answer my questions.
  • For personal injury, there were plenty of paid ads, none of which would be considered an optimized landing page. The designs were dated, and nothing about the testimonials or content felt authentic.
  • The personal injury firms also had blogs, but the tone was off in that it didn’t feel human or compassionate, which is what prospective clients are seeking. It makes me question if they understand their buyer personas.

Inbound can work for you

Whether you are a boutique or international law firm, inbound marketing can work for you. It starts with relevant content targeted to your ideal client. The content can’t be about how amazing your firm is; rather it needs to focus on answering questions or providing tips to help those in need of legal advice. Of course, the blogs would never be considered legal advice (as I’m sure all attorneys may worry about this if producing content), but they must sound human. The general public doesn’t understand legalese, and they will be immediately turned off by it.

Here are three ways to introduce inbound into your firm:

  1. Start a blog; if you already have one then create a strategy for it to include topics, frequency, tone and promotion.
  2. Create conversion-centric landing pages to use in paid ads and organic search. Don’t distract your prospect with 10 different actions. Offer them a piece of content that is relevant then follow up with a friendly email, but don’t push.
  3. Get active on social media. Post your content here. Engage with thought leaders, prospects and clients. Depending on your specialty, you may find success on a number of different platforms. Let the platform dictate the content. For example, on LinkedIn write posts that may help businesses who need legal services; on FaceBook, post an infographic on data related to divorces, as this may be the platform that users would be looking for individual legal advice.

I’d love to hear from law firms that have been successful with inbound and content marketing. Or if you think your firm is ready to adopt inbound and need some help, let’s connect and chat.

Why do we have to make things so hard?

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In life, whether professionally or personally, we often make things much harder than they have to be. Many people seem to reject simplicity and believe complexity is the only way, especially in marketing. Why? I think there are several reasons why this is happening in organizations across the U.S. Here are some observations of why people can’t seem to understand that simplicity is not inferior to complexity:

Confusing simplification with “dumbing it down”

I have run into this wall many times when working with technology and software companies. They believe that the complexity of their product or service is validation of its greatness. WRONG! What these types of companies fail to remove from the marketing and tone is this bias that they are experts; their customers are not. If you use words that require a dictionary then your message is not on point. Simplifying your message to focus on value and benefits to your end user will get them to listen. If they want to know more about the specifications and technology, they will ask once they are closer to making a buying decision. Strive to be simple and human in your message; not formal and condescending. This is in NO WAY “dumbing it down.” It’s about creating a message that resonates with your audience.

Creating complexity to ensure purpose

Are you the only company offering your service or product? Probably not. Maybe you have a different angle or approach, but there are always others that can offer what you offer. So to ensure your purpose, you market or write about your product’s complexity as a differentiator. I don’t think this is a good move. Competing on complexity isn’t really a winning strategy. There has to be another way to substantiate purpose; I think it’s in the “why.” The “why” is just that: why you do what you do (not to make profit, although of course that’s part of it). But defining the “why” is much more powerful to users than how complicated your product is.

Internal communication is absent or strained

Marketing is not an island unto itself. As a marketing professional, I’ve worked closely with sales, operations, R&D, ownership and almost every other department. Marketing’s job is to create messaging and campaigns to spread that message to attract leads. But marketing often has to work with subject matter experts (SMEs) or other groups to capture what is happening in the industry and what users are saying. I’ve had both great and strained relationships with these groups. And in some organizations, I’ve seen ZERO communication or collaboration. If as an SME or technical expert, you can’t explain to me why someone would need or want your product then I’m going to have a hard time translating this. It’s been such a struggle in many organizations that I have just become the SME myself. SMEs or others may not know how to effectively communicate. But marketers can teach them. By asking the right questions and pushing back, you can get some great nuggets of information. My final advice on this topic is that all stakeholders should meet regularly, learn to trust each other and of course communicate!

Goals are unclear

I have an excellent example to illustrate this point. My dog, Fawn, does not like to put her harness on. She has to wear a harness because she’s a puller. She likes to think it’s a game, but I’ve assured her it’s not. Usually trickery is involved to get her into the harness, but the reward is she gets to go outside for a walk and more than likely will also get a treat. So she completely understands what the harness means, and she does love to go outside. Yet, she always makes it more difficult than it has to be. You may be doing the same thing with your marketing. Your end user understands his or her goals. They have a problem; they need a solution. Their preferred end state is to have something in place that removes the problem. If your marketing isn’t geared to your buyer’s end goal then this is a huge problem. It really is that simple: be the reason somebody’s life or job just got easier. When you don’t align marketing with the buyer’s journey (Awareness, Consideration, Decision) then you miss the mark often. You may be making it to complex for the end user to see how your solution solves their challenge. Look at the pathway from prospect to client, where are the gaps? Is it too hard to do business with your company? If you don’t simplify the process and make it user-friendly, you will lose prospects and clients.

Parting words: simplicity is your friend; complexity is your foe! I would love to hear your thoughts on this topic, and please share if you found this worthwhile.

I almost died last Tuesday

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I almost died last Tuesday. Okay that sounds super dramatic, and to be clear, I’m fine. I work in the downtown area of Charlotte, N.C. It’s not exactly pedestrian friendly. I’ve had close calls before, while I was in the crosswalk and had the green light. This was different. I was crossing one of the main roads on my way back to the office from running an errand. I’ve learned to hesitate a second or two even after the light comes on that says walk. I stepped out into the road, and an SUV ran the red light and literally came within inches of hitting me. A lady behind me even gasped. But as I said, I’m fine, not even a scratch. So what did I learn about myself in that split second?

I learned that it doesn’t take almost dying for me to know my priorities. I’m not suddenly going to start using YOLO as my mantra or seize the day. Because I’m already seizing the day, at least as much as I can.

You see, this isn’t my first brush with mortality. I’ve lost almost everyone that was important to me. And I’ve been in the room sitting across from the doctor hearing him say words like “cancer” and “surgery.” Maybe this gives me a unique perspective. Sometimes I’d probably trade that perspective to just have one more moment with my mom. But that’s not the path my life has taken. I often say, “Life rarely turns out as expected, but that doesn’t mean it can’t be wonderful.” I really believe this 84 percent of the time. I’m not perfect. I often get caught in the cobwebs of the past or the shininess of the future.

But I don’t think you need loss or trauma in your life to realize what’s important. I read something the other day, “I want to die with memories not dreams.” That’s a really powerful statement. We all have dreams that still haven’t quite come true. My biggest unrealized dream is to have one of my novels published and to finish my memoir. The routine of life gets in the way of dreams sometimes, but I want more than dreams; I really do want memories. I want to live a life that’s full of beauty as well as heartbreak. I understand that a life well lived has both because you have to take chances, fail terribly and pull yourself back up, which sometimes takes longer than you had planned. I want to see more than the five miles around where I live. I refuse to let fear keep me from experiencing life; whether that be traveling abroad or sharing my stories. I’m not paralyzed by what “might” happen. I understand the reality of what can happen.

I’m not completely fearless. My worries are not uncommon: bills, loved ones, rejection. But you know, I’m just not afraid of death. It’s inevitable. Nobody gets to bypass it. I just want to be sure that when that day comes, however it comes, that I lived a life, took every opportunity, lived by my own rules and left nothing on the table.

How do you really live your life? What keeps you brave?

Are long forms killing your landing page conversions?

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Listen, I know you want a lot of information on prospects that download your gated content. But some brands need a reality check on the value of their offer compared to the information requested. I saw an offer today on LinkedIn. The asset offer was for a research paper so I understand that it took time to create it. Analysis and conclusions take work to develop. But I’d be very curious to know what their bounce rate is for this landing page. I’m going to guess it’s high because these are the things they request on the form:

  • First and last name
  • Company name
  • Email
  • Phone
  • Number of employees
  • State
  • Country
  • Currently use their products

These are all required fields! If I had to put this piece of content in a buyer’s journey stage (haven’t read it, just inferring from the little information provided), I would say it’s either awareness or consideration. I lean a bit more toward awareness because the “value” of the research paper is to prove that doing X leads to Y. And Y is something a prospect would be happy about. In the awareness stage, it makes more sense to ask for less information. It’s the getting to know you phase. I recommend asking for name and email only. With a prospect opting into email, you have a channel to communicate and nurture the relationship by providing more content and eventually a decision stage offer of a consultation, price quote or demo.

I checked other platforms. The same offer is on Twitter and FaceBook; no distinction at all between the three posts (not even a hashtag on Twitter). I also know this is a global company with thousands of employees, and I would assume a healthy marketing department and budget.

I’m sure this is a very valuable asset, but the execution and promotion are off. Here is how I’d fix it:

Does the landing page practice good conversion-centered design? I’d say no. Here are some areas of improvement.

Context: Have they considered the context of where someone might be landing from? No. By posting on social media, it can be shared with people that don’t follow their brand. And those people have no context about who the brand is. Read more on context here.

Clarity: The posts for the asset say it’s a research paper and provide a name of someone who worked on it, but none of that is on the landing page. Also, if they are going to use someone’s name then they should tag the person so that people understand he or she is a credible source.

Congruence: This is big fail. Every element of the landing page should align with the goal. The goal is to get users to download the asset. Yet on the actual landing page there is one sentence and eight fields.

Closing: This principle focuses on getting the click. There are many elements on the page that influence conversions. This landing page has little context and requests a lot of information. Its call to action is simply “submit,” which is a negative word, at least subconsciously. There are many other positive words and phrases to use that can propel a user to convert.

In addition to the improvements need to align with conversion-centered design, their promotion strategy seems to be nonexistent. They should post it on social media based on the platform: FaceBook (visual), Twitter (use a hastag and tag the writer) and LinkedIn (longer post and tag writer).

So I guess you could say I’m silently critiquing your landing pages. If you’d like me to do it out loud, send me a note and let’s chat.

 

Social Media Marketing: Be Strategic, Not Random

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Why do so many brands treat social media like an afterthought? The randomness and complete lack of a strategy is quite frankly, shocking. In other words, it’s better to do nothing than to do it poorly

This is what I imagine might be happening in business across the world. It’s like one day in a panic Bob from sales called Linda in marketing and said start posting stuff on social media. Linda has a FaceBook account and a profile on LinkedIn so she’s basically an expert, right? Then Linda starts haphazardly throwing up posts and links. Ninety days later, social media marketing hasn’t brought them any quality leads, and no one engages with their content. Why didn’t it work? There’s one clear answer: they didn’t have a strategy or goals. Don’t be like Bob and Linda, do this instead:

Set SMART (specific, measurable, attainable, realistic, time bound) goals. If you don’t have an objective then it’s all for naught.

Create a content marketing plan. Here’s what I start with:

  • One focused topic monthly that is an eBook or Whitepaper
    • Recommend this is an “awareness” stage asset, meaning it should be education and information focused and place consideration on the user as being at the beginning of the buyer’s journey
  • Blogs on each of the points within your main asset
  • Repurpose the content into other formats: infographics, video
  • Create a landing page that offers your asset
  • Determine which platforms you want to post on – focus on three max. You can determine which ones are right for you based on your industry and where your ideal buyers and competitors are.
  • Find similar content by thought leaders in your industry. Quote the article in one of your blogs. Share third party content related to your topic.
  • In addition to the featured topic, place some additional blogs on your calendar that compliment the topic.

Next is execution:

  • Develop the content.
  • Build your landing page.
  • Determine keywords/hashtags you should highlight in your posts.
  • Then schedule your posts using a platform like Hootsuite

You aren’t finished. No need to go on autopilot. If users start engaging with you, show up! Thank people when they share your content. Answer questions. Encourage conversation. Ask questions when you post your content to prompt engagement.

Then it’s time to measure. What was your engagement? What posts were most popular? What posts led to conversions. And you have to look at all the data in context. If you earned 80 new followers in a week, why? If something is working, leverage it. If something failed, tweak it.

Your social media success is dependent more on relevant content than probably any other element. Posting a link to one of your web pages isn’t a strategy. I’m a bit embarrassed for brands that do this. You must add value to someone’s feed; otherwise, you’ll be quickly discarded.

Also, you’ve must cover and manage the details of posting. Does your image post correctly? Is your meta description displaying? Are your graphics professional and eye-catching? Are the pages you are linking to mobile-friendly? Users don’t click on links that don’t display correctly. It also makes your brand look incompetent. That’s the last emotion you want to conjure.

So just to recap, don’t be like Bob and Linda, throwing random content up and hoping something will stick. Start with a strategy, produce engaging content, post it on the platforms where your buyers are and measure!

Is your marketing confident?

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marketing-confident

If you want your audience to take your brand seriously, you must market confidently. But confidence doesn’t mean being boastful or using every superlative available. It means that you lead with value, and let your audience know how your solution can revolutionize the way they do something. If your message veers off course, whether that is because you’ve gone from confident to condescending or show uncertainty, then your conversions will suffer.

Here’s an example from my own career. A designer and I created a landing page with the goal of getting users to request a demo of our software. It was a really well designed page that provided an outline of how the software worked, emphasizing ease and convenience. It also relayed the key values the user would experience, including reducing time spent on data entry, cost savings and improving the quality of their current process. It also included a link to an educational white paper, which was a free link (no form completion required).

The call to action included some specific confident language. The close was xyz will change the way you do xyz. Chat with us today to learn how we can improve your process. The close was focused on what the software could do for its users and that the brand was confident in its delivery of an effective product.

The landing page was used in a variety of channels, including an Adwords campaign, social media and email marketing. It was a very successful landing page, pulling in an 8 to 9 percent conversion on Adwords and over 40 percent on email.

Then the president of the company took issue with the confident wording, saying it was too much of a guarantee. He had a hard time understanding that marketing isn’t a legal contract. The language never guaranteed anything or exclaimed that it would change their life! Unfortunately, I had to change the language. The new language didn’t radiate confidence. It was just very bland and ordinary.

Ninety days later, I reviewed the metrics. And not to my surprise, conversions declined, mainly in the Adwords campaign, which of course was real dollars and less returns. I reported the data to my boss. He still would not allow me to change the language back. The landing page continued to have good conversion rates, but it never hit the same numbers as it had. This was the only change made so I had to attribute the decline to the change.

Fear often keeps people from making the best decisions for growth. Marketing, executed with focus and confidence, is the heart of any great growth strategy. If you don’t end with a confident close, users will sense this and lose confidence in your brand.