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Webinars are still a popular online marketing strategy for selling high-ticket products. From establishing a deeper connection with your audience, to facilitating a highly educational experience, a webinar allows you to interact with your ideal client in a structured environment. Webinars are an effective marketing tool when they focus on providing your attendees an exceptional […] The post Why Webinars Are An Effective Selling Tool appeared first on Marketing...

Webinars are still a popular online marketing strategy for selling high-ticket products. From establishing a deeper connection with your audience, to facilitating a highly educational experience, a webinar allows you to interact with your ideal client in a structured environment.

Webinars are an effective marketing tool when they focus on providing your attendees an exceptional experience. Attendees leave the event not only excited about your company products or services, but also motivated to continue moving forward with your business and taking the next steps.

Why Webinars Are an Effective Selling Tool

There are several reasons why business owners feel that webinars are good selling tools. Once you have a webinar system, they’re fairly easy to set up. They don’t cost much to put on. They leave you feeling excited about your prospects and customers – it’s truly rewarding to connect with your audience and to help them solve their problems. It’s fun to leave your audience excited about the solution you’re providing. And of course it’s pretty exciting to see those profits start rolling in as sales are made.

Of course, the better your webinar and your systems, the more you’re going to sell. So let’s move forward and talk about the best practices you can leverage to monetize your efforts. But first, let’s give you a good overview to selling on webinars.

#1 They Help You Connect with Your Audience

Generally, online selling is a singular experience. Your buyer visits your website, they browse your content, and they decide whether to take the first step. Even after you’ve made a connection with a prospect and they become a subscriber and a lead, the buying process is often still a solo event – your customers are by themselves and you have no real-time ability to influence their behavior.

Webinars are personal experiences. Not only are your prospects attending the event with you online, they’re with other people. When you attend a webinar, if the content is compelling, then you are engaged with the information, the presenters, and often times with the other attendees. They’re active learning experiences. As a business owner, this gives you a unique opportunity to connect with your audience.

Not only are you able to tell stories and share experiences as you help them solve their problem, you’re also able to communicate your unique personality and voice. If you open up the webinar for questions, you are also able to engage personally with a few people.

People buy for emotional reasons. They also respond to specific buying triggers and likeability, authority, reciprocity, and credibility are all triggers that you can tap into as you connect with your audience in a webinar. More simply said, we buy from people or businesses that we like and/or that we believe offer value or are authorities on a subject.

Webinars are a great platform to tell stories and share experiences as you help people solve their problem.
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#2 Your Audience Feels Engaged and Involved

During a webinar, there are different methods you can use to keep your audience with you. Because let’s face it, we’ve all been in webinars where we check out half way through or worse, we click away. By delivering information that’s visually engaging, and by actively engaging with your audience member, everyone will feel involved and part of your event. Make it fun and interactive using polls, asking questions, and hot seat Q&A’s to keep your audience engaged.

#3 You Have Their Undivided Attention

One of the main reasons that webinars are successful sales tools is that you’re able to capture your prospect’s attention for a significant period. Think about the amount of time someone may spend reading an email or visiting your blog. It may be under 60 seconds. However, with a webinar you have their attention for up to an hour, depending on the length of your event and how you structure your content. This is significant. It gives you much more time to earn their trust and to motivate a sale in a structured environment.

Are you leveraging webinars as a selling tool? If not, you should be! Here are 8 ways to monetize your next webinar.
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#4 You Speed Up Their Buying Cycle

To be most effective, your webinar content will be targeted toward a specific group of people at a specific stage in their buying cycle. That means tailoring your content to that stage in their cycle.

For example, for consumers who are at the end of their research stage and are ready to make a decision, a demonstration webinar or an event that highlights the advantages of your products or services will be the content they need to make a buying decision. A webinar can step in and help transition prospects through your funnel faster.

Eight Ways to Monetize Webinars

Now that we can agree on the using webinars as a sales tool, you’re going to want to find ways to monetize your webinars to make them worth your time and effort. Putting on virtual events is fun, but it’s not without hard work. You should be compensated for the time you take to host events, and luckily there are lots of ways to monetize them.

1. Entry Fees – Make the event itself the money maker by charging for the event. When you charge for the event you’ll want to invest in the right technology to make the process easier, like Instant Teleseminar, GoToMeeting, or WebinarJam. These allow you to automate the process of charging and even in some cases replay your event automatically as a live event so that you can collect over and over again. This is particularly valid if you are hosting a longer, more extensive training, for example, a 2-3 hour webinar, and you are using the “recordings” monetization tip below!

2. Recordings – Use the technology available to you to record the event, then package it with other items you have for sale to increase their value. You can also sell the recordings for a lower fee to attendees or make it part of a package that people can buy up front for a different ticket price.

Now Reading: Eight Ways to Monetize Your Next Webinar
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3. Transcripts – Get your webinar transcribed and create a report of the event. You can sell it just as is, a transcript, or you can make it into an eBook, a report, combine it with other writing to create a case study and more.

4. Upsell New Products – When you have an event, collect the registrants’ information up front so that whether they see it through and attend or not, you can market new products and services to them via the email list they are now on due to subscribing for your event.

Make selling from your webinar a breezed when you pickup these “Selling From A Webinar” templates, a full soup-to-nuts package covering everything from a webinar planning outline, to structuring content, marketing the webinar, recruiting affiliates, and following up with registered attendees. Shop here for more info.

5. Cross-Sell Related Products – Using the event itself, as well as the sign-up form, welcome form, and other means, you can cross-sell other products that are related to the event or that go with the event.

6. Promote Affiliate Links – The products that you promote do not have to be your own; they can be products created by others in which you are part of their affiliate program. This is a great way to earn extra money from the registrants of your event.

Looking for a way to sell affiliate products? Promote your affiliate links in your next webinar.
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7. Automate It – Make money from the event over and over by replaying it “as live” many times over. You can sell tickets to it again and again, as long as the information is still current. There is no need to have a real live event each time.

8. Presell the Next Event – Use the current event to sell your next event by offering early bird discounts to fill the seats before you even announce it live to the public. This is an excellent way to determine interest for future events too.

Finally, to make the most from your webinars, collect the registrants’ information so that you can follow-up with them. The follow up, even if you charge for the event, is what will make the difference in your ability to capitalize on hosting events so that you increase your income without more work.

Ciao,
Miss Kemya

Use these fill-in-the-blanks “Selling From A Webinar” templates to ramp up your marketing and monetization efforts for your next webinar. From the webinar planning outline, to structuring content, marketing the webinar, recruiting affiliates, and follow up with registered attendees, you will have an efficient and profitable system for hosting your webinars. Shop here for the template package.

The post Why Webinars Are An Effective Selling Tool appeared first on Marketing Sparkler.

Periodically, if you want to boost your profit you can do so by simply plugging money leaks. It happens to all businesses eventually; they find they’re wasting an enormous amount of money on something they even forgot they were spending money on in the first place. This can happen to all kinds of businesses, whether […] The post How to Plug the Money Leaks In Your Business appeared first on Marketing...

Periodically, if you want to boost your profit you can do so by simply plugging money leaks. It happens to all businesses eventually; they find they’re wasting an enormous amount of money on something they even forgot they were spending money on in the first place. This can happen to all kinds of businesses, whether bricks and mortar or solely online.

How to Plug Money Leaks in Your Business

As a business owner, it may feel like money is floating through your hands, instead of into your savings account. There are so many tools used to run the business, and so many trial offers that we have to keep track of, that there is likely a set of tools and services you are paying for that you have either forgotten about, or rarely use.

When is the last time you audited your expenses? I mean, every single thing you pay for to run your business? If you are looking to plug the money leaks in your business, here are a few good places to start looking!

No time to read the full post? Listen here on the podcast:

1. Forgetting about Recurring Memberships

We all do it. We see an awesome service that is recurring and we buy it. It might be a magazine, a podcast, a membership for content or anything else that we pay for but do not use. If you use it, then it’s worth it. If you don’t, it’s a money leak.

Yes, this also goes for those online magazine subscriptions too. You know, the ones we just love but haven’t looked at in years. Don’t assume that you should just get rid of such a service, though. Try to remember why you signed up and if it’s still a good deal, put into your calendar time to use the products and/or services provided by the membership. If after 90 days you still aren’t using it, cancel it.

2. Too Many Fees and Charges

Some fees cannot be avoided. You’re going to pay fees to use third-party payment processing, and fees for many other things. But, you can research and find out what the lowest fees are to avoid paying too much. At least yearly, check the fees each service is charging and compare to the fees of another. For instance, bank fees vary widely. If you can save just a couple hundred dollars a year on bank fees, that’s an amazing savings.

Be sure to also check your fees for processing payments as well. You know, PayPal, Stripe, etc. Depending on your volume, it may be time for an upgrade in your payment processor to reduce the fees.

Are you spending too much on payment processing fees? It may be time to upgrade your processor!
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3. Paying for Duplicate Technology

As technology improves, you might find that you’re paying for multiple pieces of technology when you can just pay for one. A good example is invoicing software. You might pay for FreshBooks.com, along with GoDaddy Bookkeeping, and also use Basecamp. Do you really need all of these services? And what would happen if you chose something new that integrates multiple services under one umbrella, such as Dubsado?

Make a list of the tech services you’re using and why, and check to see if there is a viable alternative. This alternative may not only save you money, but it may also save you time and make your business life a bit easier. Other tech examples include email marketing and CRM software. Tech offerings have changed dramatically over the past few years. Take a look at the new providers and see if there’s a better option for your business.

#MoneySavingTip Make a list of tech services you’re using and why, and check to see if there is an alternative.
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4. Not Using Service Providers Properly

Have you hired a virtual assistant but you barely ever give them work? If so, you’re not doing it right. Many people refrain from sending their VA work to do because they worry about sticker shock. But the truth is, if your VA is an expert in something that you’re not, it makes sense to give them the work. He or she is going to do whatever it is much faster and at a rate less than you make per hour doing the thing you do to make money. It just makes good sense.

How to Plug the Money Leaks In Your Business: Here are 5 places to start looking!
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5. Not Taking Tax Breaks

So many business owners try to do their own taxes, but with varying degrees of success. If you hire someone who is an expert to advise you on these matters and keep you on track throughout the tax year, you will find that a good tax person is worth their weight in gold. Plus, their services are also tax-deductible.

Finally, if you have a problem finishing what it is you start, you’re wasting a lot of time – and likely money too – on just messing around. If you want a real business, and not a hobby, treat yourself as good as you expect any vendor or service provider to treat you. Before you know it, your business will be a lean, mean, money-making machine.

Ciao,
Miss Kemya

When is the last time you audited your expenses? Do you have a money leak to plug? 

The post How to Plug the Money Leaks In Your Business appeared first on Marketing Sparkler.

Are you using email marketing to cultivate a warm audience and stay connected to your tribe? When is the last time you audited your email marketing campaigns? If you’re like many ‘preneurs, it may have been a while. Once you set up your email campaigns, it’s easy for time to go by and to let […] The post Get Out of the Email Marketing Rut appeared first on Marketing...

Are you using email marketing to cultivate a warm audience and stay connected to your tribe? When is the last time you audited your email marketing campaigns? If you’re like many ‘preneurs, it may have been a while.

Once you set up your email campaigns, it’s easy for time to go by and to let everything get a little stale. If you’re not getting the results you used to get, it’s probably because you’re in an email rut. And if you want to get out of the email rut, it’s best to come up with a plan to update and improve your email marketing at least once a year.

No time to read the full post? Listen on the podcast:

Get Out of the Email Rut: Eight Ways to Success

Every year, take time to update technology, redesign your artwork, improve your calls to action (CTA), optimize for new devices and so forth. Here are 8 specific items to refresh and update to get out of the rut and prevent your email campaigns from going stale.

1) Update Technology

Are you using the same phone you were five years ago? Probably not, because technology, apps and your life have all upgraded, and the old toys don’t work quite same anymore.

The same holds true for your email marketing systems! Are you still using the same technology that you were using five years ago, or even two years ago? If so, you might want to take a hard look at what’s out there that’s new and improved to figure out if you want to make a change. There is so much technology available now to make your email marketing campaigns successful that you don’t want to miss out by not staying informed about new offerings. This is true whether you switch technology or not; your own email marketing technology might offer new functionality that you don’t even know exists until you check it out for yourself.

2) Create New Designs

Every year you want to update your artwork to reflect the changing times as well as reflect your brand in such a way that your current customers as well as future customers take notice. You want to remain fresh, memorable and modern. Update your newsletter graphics, and maybe make a change in the look and feel (format) of each newsletter that you send out. Creating new designs for your email headers, or other art work and marketing collateral will breathe new life into your email marketing campaigns.

3) Improve Your Calls-To-Action (CTAs)

What worked a year ago might be old news today. As technology improves and people become more educated, you may need to try new ways to get your market to act upon your CTAs. Plus, it’s likely you have learned more too about what type of CTAs work best for your market. Revisit the CTAs you have in place now, and try to improve upon them so that you’ll get even more results.

4) Optimize for Mobile

It’s past time to optimize your email marketing for mobile. Most emails are now read with mobile devices. If your email marketing isn’t responsively designed, you’re likely missing out on most of your market. Your email marketing technology probably has easy templates and designs that are responsive, but what about the items you ask your audience to click through to see? Are they responsive? If not, they need to be.

5) Renew Your Drip Campaigns

Even if you’re promoting the same products and services today that you were promoting last year, it’s important to update your drip campaigns anyway. As you learn more about what your audience needs and their pain points, you can easily improve upon your drip campaigns in both design and words. A little refreshing and improving will go a long way to getting more customers.

Bring it back – what are drip campaigns? These are the emails you send out automatically once someone subscribes. Also called autoresponders, these campaigns will likely have links to sales pages on your website, or pages with resources for more information. At a minimum, you will want to make sure all of these links are working, and the info provided is still relevant for your audience.

6) Update Segmentation Strategy

Segmentation is relatively new for many ‘preneurs. Are you segmenting people on your list? Most people start out with segmenting their email marketing between buyers and non-buyers, but you can go so much further than that. You can segment by product interest, device interaction, open rates, and more. You will get a far better return on investment for your efforts when you define clear segments your subscribers. Email segmentation enables you to deliver the best message to each audience.

7) Integrate Social Media

You probably already use social media in your marketing campaigns. But, do you have your email marketing integrated with social media in a way that allows your subscribers to help you get more subscribers, as well as help your subscribers join you on social media? You should be cross-promoting your email list with your social media to get the most results. If your audience is reading your emails and interacting with you on social media, you’ve got the best of all worlds and the most chances of conversions.

8) Study Your Metrics

Nothing is done until the numbers are reviewed, and that includes email marketing. You should probably study the metrics of your email marketing before and after each marketing campaign. Then, look at some things more thoroughly each year to find out what is working and what is not working. Which subscribers are engaged and which are not engaged? Should you clean the inactive subscribers? Do you know and understand how your list is working (or not working) for your business?

By keeping on top of these things you can actually get out of your email rut and stay out of it. Make a plan to revisit this 8-point checklist each year. As technology improves and changes, it’s up to you to stay on top of the items you need to improve and change too!

Ciao,
Miss Kemya

The post Get Out of the Email Marketing Rut appeared first on Marketing Sparkler.

Social media has become a critical tool for achieving success online. With Facebook alone being used by billions of people around the world, it would be hard to find a better platform for businesses to engage their audiences and find prospective customers. That’s why companies of all sizes are actively looking to hire one of […] The post How to Use Facebook to Generate Ecommerce Leads appeared first on Marketing...

Social media has become a critical tool for achieving success online. With Facebook alone being used by billions of people around the world, it would be hard to find a better platform for businesses to engage their audiences and find prospective customers.

That’s why companies of all sizes are actively looking to hire one of the top social media agencies to help them get in on the action as well. That’s especially true for ecommerce sites that can use Facebook to direct thousands of hyper-targeted leads to their best offers.

But while social media offers tremendous opportunities to sell online for e-commerce businesses, what strategies are the most effective?

After all, paid advertising can drain your marketing budget quickly. So, you need to make sure that you’re doing everything you can to maximize your chances of success.

How to Use Facebook to Generate Ecommerce Leads

To help you get started, here are a few of the most important things you should consider, if you want to turn Facebook into your best method to generate ecommerce leads for your store.

Make the Most of Facebook Ads

Many companies are using Facebook as a free lead generation source. They try to gain followers and increase engagement on their page, regularly posting content and offers in the hopes of attracting leads to their site.

However, relying on free organic reach is an uphill battle. Facebook itself isn’t interested in free business posts dominating the feeds of users. Therefore, they are naturally inclined to give a nudge to businesses who use paid methods for promoting their company on social media.

Luckily, you don’t need to break the bank to get started with paid advertising on Facebook. In fact, the entire interface is very intuitive and catered to make the process as simple as possible to business owners who aren’t naturally tech-savvy.

What’s more, using paid ads allows you to gain access to Facebook’s state-of-the-art analytics and audience database. This database enables e-commerce stores to target hyper-specific audiences, and provide the most relevant messages possible.

With Facebook Ads, you can run a wide range of campaigns with different goals, such as

• driving leads to your site
• increasing engagement
• growing your social media following,
• and more.

The most important thing to remember is that Facebook Ads will require patience. First, you will need to familiarize yourself with the terms and conditions, as well as understand what kinds of ads tend to be accepted and perform best.

Split-test your Facebook ads and tweak them until you start getting consistent results.
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Then, you’ll have to split-test your ads and tweak them until you start getting consistent results. There are numerous variables that need to be considered to maximize your ROI.

Luckily, you can start small, with just a few dollars per day, and work your way up once you start seeing results.

Facebook provides incredible opportunities for setting up your entire funnel. You can target your audience based on countless factors such as:

• age
• demographics
• location
• interests
• past behavior
• education, and
• employment.

That allows you to set up an effective lead magnet that’s highly specific and relevant to the prospect, maximizing your chances of success.

Install the Facebook Pixel

As we mentioned earlier, running Facebook ads offers many benefits. However, there are steps that you need to take before you can start putting together your ad campaigns.

And one of the most important steps of the process is adding a Facebook Pixel. This will help track visitor behavior on your site and figure out how your campaigns are performing.

The Pixel also helps Facebook collect data about your user behavior and optimize campaigns to maximize conversions, while also developing lookalike audiences that help you expand your reach in the marketplace.

That’s why it’s essential to install the Facebook Pixel before you even run your first campaign. The benefits that it brings are just too important to ignore.

Why is it essential to install the Facebook Pixel before you even run your first Facebook campaign?
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The Pixel allows Facebook to analyze all of your website’s visitors, as well as the people that you convert, even those that don’t come from Facebook. This information is then used to help make your campaigns more cost-effective and increase sales, which is a win-win situation.

Develop a Sales Funnel and Grow Your Email List

Even if you manage to create a Facebook Ads campaign that generates phenomenal results, that’s still just part of the equation that you need to consider if you want to achieve success.

You see, no matter how good your ad campaign or your offer, not all of your site’s visitors will be ready to buy immediately after clicking through to your store.

When you create a campaign to generate ecommerce leads, you should consider the customer buying cycle. Therefore, you need to have a sales funnel to capture those prospects who aren’t ready to buy yet. If this is not set up, you’re pushing away a lot of potential customers who just need a little bit more time and guidance.

When you create a campaign to generate ecommerce leads, you need to consider the customer buying cycle.
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Luckily, if you develop a sales funnel that helps to direct and capture your leads into an email list, you can ensure that every dollar that you spend on attracting new leads to your site is used to the fullest.

Some of your best potential customers may be those that didn’t buy initially. If you can establish a connection with them and send relevant messages, you can build trust and establish credibility so that when they’re ready to buy, they won’t even consider your competitors.

By building an email list out of targeted prospects from Facebook Ads, you can provide hyper-targeted and engaging content, because you know exactly who those people are thanks to Facebook’s targeting options.

You can send educational materials that help your prospects solve their problems and move closer to the decision to purchase. Or, you can remind them that they were about to buy something but didn’t and showcase your best current deals in the process.

Build an email list out of targeted prospects from Facebook Ads, to provide hyper-targeted and engaging content.
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Contrary to Facebook Ads, where you’re paying for every single person that clicks through, email marketing is almost free once you capture the lead. In some cases, you can keep successfully sending offers to each lead for years to come.

Use Retargeting to Maximize Your ROI

While it’s always a good idea to try and reach new audiences on Facebook, if you’re ignoring all the leads that showed interest but didn’t commit, you’re not making the most of the possibilities that Facebook offers.

We already talked about how the Facebook Pixel can collect data about user behavior on your site and then use it to develop better ad campaigns. Well, one of those options involves retargeting the same users that have already performed a specific action, which indicates that they might be interested in what you have to offer.

Almost any data that the Pixel collects can be used to retarget the ad. However, there are a couple of ways that have consistently been successful, especially for ecommerce stores.

The most popular way to use retargeting ads is to target people who have visited your site and added something to their cart, but didn’t make a purchase. Abandoned carts are yet another consideration when using Facebook to generate ecommerce leads. If a site visitor abandons his shopping cart and leaves, that means he was interested in what you had to offer enough to take the time to add the product, but for one reason or another, he just wasn’t able to complete the purchase.

If you can engage these users through Facebook Ads and remind them that they wanted to buy something from you, there’s a good chance that they will do it, especially if the reason they didn’t buy was not related to your site.

You can also use Facebook Ads to engage people who have subscribed to your email list, providing you with an additional medium to promote your offers and keep your brand on their minds.

Retargeting is so powerful that you can even use it track user actions on your business mobile app – to make it work, you simply need to install the Facebook Software Development Kit, also known as Facebook SDK.

These are some of the fundamental steps to generate leads from Facebook. However, make sure that you know your audience well, since you’ll need to use the tools that make the most impact with your people. Taking time to explore the advertising opportunities, combined with a bit of creativity, will allow you to adapt your Facebook activity for your specific lead generation needs.

Ciao,
Miss Kemya

This is a guest post from Dave Schneider, Founder of LessChurn, a churn reduction app. In 2012 he quit his job to travel the world, and has visited over 65 countries. In his spare time, he writes about SaaS and business at DaveSchneider.me.

The post How to Use Facebook to Generate Ecommerce Leads appeared first on Marketing Sparkler.

Content marketing consists of creating a lot of different types of content, then promoting it on all your online real estate via many means such as social sharing, pay-per-click marketing, search engine optimization (SEO) and more. Content marketing is a really great way to get the word out about your products and services in a […] The post Finding a Professional Tone of Voice for Your Content Marketing appeared first on Marketing...

Content marketing consists of creating a lot of different types of content, then promoting it on all your online real estate via many means such as social sharing, pay-per-click marketing, search engine optimization (SEO) and more. Content marketing is a really great way to get the word out about your products and services in a natural, organic way. But, it’s important to figure out what your point of view is so that you can create a coherent and professional tone of voice for your content marketing.

No time to read the full post? Listen to it on the podcast:

Finding a Content Marketing Tone of Voice

Step 1: Figure Out Your Core Values

What is it that you want to say to the world? What is it that you feel is important? Do you want your business to be a beacon of light to your audience, shining down on them, creating joy and happiness? Do you want your business to be a wake-up call and teach lessons for your audience? What do you want your audience to think about when they think of your brand?

Step 2: Get to Know Your Audience

Marketing is all about what’s in it for them, not what’s in it for you. If you can remember that, for every piece of content you create, you’ll be half way there. Every story you tell – be it through an article you write, a video, or a press release – should all be focused with the audience in mind. The best way to do that is truly understand who your audience is by studying them and immersing yourself in everything there is to know about them. How you speak to your audience will be directly related to how well you know them.

Finding your voice: How you speak to your audience will be directly related to how well you know them.
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Step 3: Identify the Value You Offer Your Audience

Depending on your products or service, there is some type of value that you are offering such as more time, less worry, or another intrinsic value. Your value might be tangible as well, but usually your value lies in how you solve your audience’s problems and issues. For instance, a breath mint company isn’t selling candy; they are selling fresh breath.

Step 4: Differentiate Your Business from the Competition

How are you going to stand out from the crowd? One of the ways to do that is to decide how you’ll express your values to your audience. How will you deliver the goods and/or services that you’ve promised? How will you provide more time, more health, more of whatever value your company offers while also sticking to and expressing your core values?

Finding your voice for your content marketing: How are you going to standout from the crowd?
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Step 5: Decide If Your Voice Is Casual or Formal

Once you combine all of the above, you will need to decide if your audience will respond better to a casual or formal voice (or someplace in between). How you speak to your audience is a very important factor in determining if they will understand your message.

Step 6: Determine Acceptable Lingo and Terms

Once you’ve decided whether your content marketing tone of voice is casual, formal, or someplace in the middle, you can come up with the type of terms and lingo you’ll use throughout your content marketing, regardless of format. For example: Formal – “I would like to inform you about a sale we are having during Memorial Weekend.” Casual – “Hey y’all! Check out my Memorial Weekend price cuts!”

Finding your content marketing voice: does your audience prefer a casual or formal tone? Why does it matter?
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Step 7: Create Documentation as a Guide

Whether you’ll be creating all the content yourself, or getting help, creating documentation to guide you through the process will help. Be specific about which font to use. Write down the type of words you want to use, too. The terminology, lingo and jargon is important because it will mean something to your audience and help you get your message across in a way it will produce the results you want.

Why do you need a documentation guide for your brand’s voice? #contentmarketing
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Step 8: Don’t Try to Be Someone You’re Not

The worst thing you can do as you’re creating and developing your tone of voice is to try to be someone you’re not. If you are not generally formal, don’t even try to be formal. If you’d feel fake being casual, don’t do it. Be yourself. If you’ve chosen your audience well, it will be easy for you to be who you are and market to them in a successful way using content.

Content marketing is the most effective form of marketing today, bar none. Finding your voice will help make everything easier. You’ll be able to not only create content easier, you’ll also have a guide to help keep it consistent across all marketing channels.

Finding your professional voice for your content marketing doesn’t require that you become someone you’re not. It requires that you learn more about who you are, what your business stands for, and who your audience is. That can only make everything more effective.

Ciao,
Miss Kemya

The post Finding a Professional Tone of Voice for Your Content Marketing appeared first on Marketing Sparkler.

So, you’ve built a killer website and done everything by the book to increase its visibility in the online world. You’re optimizing for relevant keywords, writing valuable content, and building links on authoritative sites. You’ve also invested in building a solid brand promotion strategy across multiple channels, from social networks to business directories. Still, your […] The post Your Inbound Marketing Leads Are Leaking Out. What Now? appeared first on Marketing...

So, you’ve built a killer website and done everything by the book to increase its visibility in the online world. You’re optimizing for relevant keywords, writing valuable content, and building links on authoritative sites. You’ve also invested in building a solid brand promotion strategy across multiple channels, from social networks to business directories.

Still, your conversions are not satisfactory.

What’s wrong?

The answer is simple.

Your Inbound Marketing Leads Are Leaking Out

In other words, people are constantly visiting your site, but they leave it without sharing any contact information with you.

But, don’t worry. There is a way to fix that.

Leverage the Pages That Are Converting Best

Not every page on your site is equally important. Some pages are converting better than the rest and, as such, they play a vital role in your marketing strategy. To get the most out of them, you first need to know how to identify them.

This is where Google Analytics can help.

First, you will have to set up a goal. In Google Analytics, goals let you focus on and track user interactions with your site, be it content downloads, submissions, or something else. There are several goal types to choose from in Google Analytics, like destination, duration, pages per session, etc.

Always pick the goals that have a clear conversion event. For example, if you want to track how many people sign up for your contact form, you also need to create a “thank you” page that loads once the form gets submitted. In this case, you will enter the URL of the “thank you” page in the Destination field in Google Analytics.

Once you set the goal, you need to go to Behavior< Site Content < Landing Pages. You will see that your pages are sorted by popularity. Now, to find those that convert best, you need to click on the Conversions column and select your specific goal.

This is important, as you will find out what your best-converting pages are and, therefore, focus on promoting them via multiple channels to generate loads of qualified leads.

Are you leveraging the highest converting pages on your website?
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Observe Your Visitor Interactions

There are three common problems marketers face when generating inbound marketing leads.

1.  Their unique traffic is high, but conversion rates are poor.

There is one thing marketers need to keep in mind: When observed in a vacuum, website traffic means nothing. Just because people are landing on your site, this doesn’t mean they’re the right audience for you. For example, if you’re selling a CRM software but it’s mostly teenagers that are visiting your site, then it’s obvious you’re targeting the wrong audiences. Once they realize that your site has nothing to do with them, they will leave it without sharing any information.

In this case, you need to tweak your marketing strategy. Start by segmenting your target audiences and building solid buyer personas. Analyze them thoroughly through surveys, quizzes, social media polls, interviews, social listening tools, empathy maps, and so on. Based on what you find out, adapt your SEO, PPC, and content strategies to the right people’s needs.

You should also rethink your keyword planning strategy. Using the wrong keywords means appearing in front of the wrong people. And, getting the wrong people to click on your site results in poor conversion rates.

So, what to do?

• Use keywords that bring value. To target the right keywords, you need to understand search intent. This is where long-tail keywords shine. Even though they have a lower search volume, they target the people ready to make a purchase. For example, if you’re offering a content marketing tool, then optimizing your pages for “content marketing tools price” instead of just “content marketing” may be a more powerful option.
• Branded keywords can make your specific products or brands more visible on Google and attract people interested in buying them.
• Locational keywords are critical for local businesses. If you’re offering services for a specific market, then you need to focus on your getting more visible to the right audiences. You could even consider working with a local SEO agency that understands the demands of this specific market. For example, if you’re expanding your business to Hong Kong, then working with a Hong Kong-based SEO agency may help with localization and the choice of the keywords that convert.

How can using the wrong keywords kill your conversion rates?
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2.  Their conversion rates are solid, but their unique views are low.

The mere fact that your conversion rates are high means that you’re targeting the right people. Most importantly, the content you create resonates with your target audiences. Your only problem is that you’re not promoting your content enough. Therefore, you just need to double down on your content promotion channels that work for you to send more traffic to your site.

With Google Analytics, you can see the keywords referring users to your landing pages. Your goal is to find those top performing keywords and optimize your existing content for them to increase keyword density. Of course, you shouldn’t spam your content with keywords. Make sure they are added naturally. You can also optimize content for LSI tools (the ones with the same context) to avoid Google penalties. This is also a great opportunity to create new content around high-performing keywords, too.

There are 3 common problems marketers face when generating inbound marketing leads. How to fix these?
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3.  Their bounce rates are constantly high.

If your bounce rates are constantly high, it is a clear indicator that visitors don’t consider your website quality, relevant, or appealing enough. You will need to work on optimizing your site extensively to minimize these bounces.

Here are a few strategies that may help:

• Optimize your sign-up forms. If they’re working fine, maybe you just need to simplify them and make them easier to fill out. You should also place them above-the-fold to make them more visible.
• Boost your content readability. Choose legible fonts, break the text up into smaller chunks, use headlines, and leave lots of white space.
• Write relevant and engaging content that brings value to readers.
• Remove distractions, like intrusive ads and popups.
• Create a compelling CTA that is easy to spot, unique, and highlights the value you bring to customers.
• Use storytelling to humanize your brand and evoke emotions.
• Write attractive meta descriptions to let people know what your pages are about before clicking on them.
• Make your site mobile-friendly, as most of your searchers come from mobile devices.
• Boost your page load time. Your visitors will wait for your site to load for 3 seconds and then kick it.

Are your bounce rates high? Here are a few recommendations to fix this!
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Build Meaningful Relationships

Most of your website visitors will decide to leave your site without converting. So, how can you engage them?

For starters, make your site more interactive.

1. When a reader clicks on an article, recommend your similar blog posts.
2. Ask them whether they would like to get notified when you publish a new article.
3. Make the links to your social media profiles visible and get them to follow you there.
4. Create highly targeted ads.

In other words, inspire readers to click around your site, explore your content, and connect with your brand. Let them see the value you bring to them and inspire them to convert on their own.

How can you inspire readers to click around your site, explore your content, and connect with your brand?
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Over To You

Building a powerful SEO or content marketing strategy is pointless if your inbound marketing leads are leaking out. Poor lead generation results in unsatisfactory ROI. Precisely because of this, you need to take the data-driven approach to your inbound lead generation efforts. Track your data regularly to understand the search intent and the trends that work for you, and focus on them to boost conversions.

Ciao,
Miss Kemya

This is a guest post by Raul Harman, Editor-in-Chief at Technivorz, a website dedicated to all things tech related, written to cater to people for whom a dose of technology is as important during the day as breakfast, lunch and dinner. Connect with Raul on Twitter.

The post Your Inbound Marketing Leads Are Leaking Out. What Now? appeared first on Marketing Sparkler.

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