Social media plays a big part in generating pre-launch publicity.
Creating a presence for your app before it is launched is a great way to increase interest and gather initial users.
There are several ways to use social media to your advantage; many of them necessary, but few optional. We’ve highlighted the important ones here.
Before your app launches, your ultimate goal with social media is to get your audience to sign up to be notified of when your app launches, so they become your initial users. This can be done through a call to action button on your accounts and various links and reminders.
Keep this in mind as your driving force when thinking about all the other necessary aspects of social media.
1. Branding and consistency
Before you launch your app on social media, you must create social media accounts. You don’t have to go around opening an account on every single platform you’ve ever come across. Instead, pick the two or three that you think are best suited for your app.
The combination of Facebook, Twitter, and Instagram works well to start off.
When using multiple platforms, it is also important to note that you need to make sure your brand and voice is consistent, without sounding robotic. Potential users are more drawn to products that sound and look like they are human-run.
2. Organically building your audience
Once you have unified your account images, descriptions, and made the pages clear and easy to read, you can begin promoting your page.
Generating some buzz around the accounts may feel tricky at first, but here are a few simple ways to start off:
- Invite friends to like or follow you
- Share your app page on personal accounts
- Ask friends to share your app page on their accounts and to invite their friends
- Like, comment, and follow other similar accounts or pages from your app’s account (not your personal account)
- Link to social media from your app website
With these five steps alone, you’ll begin to create a following around your app.
You will need to continue working to build the audience through external publicity, but at the same time, you must focus on keeping up a presence.
3. Content and engagement
This includes updating and responding to others regularly. These updates do not have to be solely self-promotional.
Try to incorporate these updates with other shared content that is relevant to your app, and shows the audience why they need it. Additionally, you can create your own content, for instance, blog posts, infographics, and images.
Don’t be afraid to share updates about your app as well. Screenshots, news about progress, and perhaps even a behind-the-scenes video are all great ways to get your audience excited about your app.
Taco Bell is a great example of a company that frequently engages their audience.
While Taco Bell isn’t exactly a small company starting out, you can still learn from them!
Facts about what time of day and how often to post to each account is largely acquired through trial and error; you have to dedicate time to tracking your accounts and user engagement to find out what works best specifically for you.
However, it is generally recommended to post 1-2 times a day to Facebook, Instagram, and LinkedIn, and 5-10 times a day on Twitter.
The best time of day to post on Facebook is in the early afternoon, and during lunch. Weekdays during business hours are best for LinkedIn, while Instagram is fairly consistent throughout the day.
When choosing a time of day to post, make sure to consider the time zone of the majority of your audience. Business hours for you might be sleeping hours for your audience!
Posting to several platforms every day can feel overwhelming, so use the handy template provided to manage all of your social media accounts. You can add or remove platforms that you are or are not using, as well as change the timing of the posts to what works best for your app – this is just to get you started.
Once you get the basics down, you can also consider incorporating other methods to convert your audience into initial users.
A giveaway is a proven way to convert a social media audience into users.
For an app that is in the pre-launch stage, the giveaway can be a prize. For instance, you can award the first ten people who download your app with the designated prize, or choose one winner from the first 100 people to sign up to be notified of the launch.
Whatever you decide the specifics of the giveaway to be, you need to make sure that to be entered, you need to either sign up to be notified of when the app launches, or to download the app when it comes out.
Two other important things to keep in mind when creating a giveaway are the legal aspect, and ensuring that you create a prize that is significant enough to get people to actually want to participate.
6. Credits or discounts
If your app uses in-app credits, is a paid app, or uses in-app paid downloads, you can provide incentives for your audience to download your app. For instance, you can create a campaign that grants anybody a certain number of in-app credits or a discount from the app itself if they download it on launch day.
With this, you must provide a call to action and a link to where they can sign up to be notified of the launch.
Like with a giveaway, you need to make the incentive great enough to seem worth it to the audience. Furthermore, you must establish a way to give users personalized codes so they can redeem the credit or discount, as well as a way to accept them.
Social media is a useful platform for hosting competitions, and can be used in tandem with giveaways.
For example, photo competitions, where people have to post photos of certain things relevant to your app with a specific hashtag to be entered to win a prize. You can then feature certain users on your app’s account which further increases user engagement.
If you consistently stay engaged with your audience and post intriguing new content – whilst always having the final goal of converting people into potential users – you’ll be well on your way to launch your app on social media with a bang. The use of giveaways, discounts, and competitions will only help further this success!
Guest Author: Madeleine Stanley is the Marketing Director at Messapps, a top NYC app development & design firm. Learn more about how you can develop your own app with Messapps, and follow them on Twitter.
Creating killer content for your blog simply isn’t enough these days.
You need to pull people to your site and get them on your mailing list.
The sad truth is that no matter how great your web content is, 70% of the people that visit your site for the first time are going to leave and never come back. This doesn’t necessarily mean you have bad content, it just means there is way too much information and options for them to choose from.
The only way to get these visitors back to your site time and time again is through email marketing.
However, while the concept of setting up a mailing list seems easy – it’s not going to work it’s magic without some extra effort trying to entice readers to give up their email address. This is where popup calls-to-action come in.
If you regularly read the top marketers’ blogs, then you will no doubt have a collection of popups in your mind that ask you to join a mailing list right when you visit a site, or maybe even when you attempt to leave.
While these popups may seem annoying, they are usually only shown once to a visitor every 15 days or so. What does matter is that these types of popup calls-to-action work extremely well and are adding millions of email addresses to blog mailing lists every single day!
Even Jeff is implementing this same method on his blog. The reason they work so well is that they not only grab your attention, but when done properly, they add value to the user’s experience in the process. You can see Jeff’s popup in the screenshot below.
It’s not just about creating a popup and throwing it on your site, it’s about catering to your audience and giving them value in the process. Everyone who visits this blog is probably interested in growing their blog and finding more success online. Jeff knows this all too well and created an excellent call to action to offer his “5 key tools that he uses to attract 16 million readers to his blog” to visitors of the site – how could you not enter your email to get that info!?
Going off these same principles, I wanted to inspire you to not only start running similar popup calls-to-action on your own site, but also to offer a rotation of different calls-to-action to see which convert best.
To do so, I’m going to provide 10 unique and effective calls-to-action that are currently being used by other industry leading sites and getting people to jump onto their mailing lists!
10 Popup calls-to-action you simply can’t ignore
Below you will find a wide range of lightbox popup windows that are being used across well known blogger and marketing sites. Each of the selections below were hand picked and are highlighted for their unique calls-to-action.
1. Have a custom and unique design
Originality screams for attention and it’s also appreciated by those who get to experience it.
While there are many solutions to choose from when using lightbox and popup windows, the generic templates across them are all pretty much the same.
This isn’t the case for Brian Dean of Backlinko, who has a completely customized look and feel to his light box. Not only is it original, it also blends right along with the branding of his site, which is based off clipart-like images that represent rocket ships and the continual rise of your SEO and rankings in the search results.
If his on-site leadboxes don’t grab your attention and email address, there is a good chance his lightbox form will.
2. Create urgency, value and guidance
If you truly know why people are coming to your site, then monetizing your audience and getting them to take action should be easy.
This is definitely the case for Blogging.org and their how to start a blog tutorial, which is targeted towards anyone that wants to start a blog.
In addition to providing a full step-by-step tutorial on their site, they also utilize a popup window to provide a sense of urgency (with the count down clock), value ($297 in free bonuses) and guidance (training videos and course material) that cater to pretty much everyone who visits the site.
No matter what the focus is for your blog, when you have an audience that all want the same thing, it’s easy to get them on your mailing list or to take action throughout your site.
3. Bring your popup window to life
There are many different plugins and software solutions out there for how to setup popup calls-to-action on your site, and each of them have their own benefits over others.
On the ShoeMoney blog, you will notice that his popup window is a bit different than others, in that it has moving parts and animation that really grabs your attention.
As each piece of the popup loads individually and almost requires you to stay engaged, viewing each piece of content as it’s added in. This is another great way to grab the attention of your audience and get them to convert.
4. Pre-qualify your audience
The common theme across all lightbox popup windows is to simply grab the email address from the user, give them whatever it is you are promising and then get them added to your list.
Neil Patel of QuickSprout takes a slightly different approach with his popup form. Before asking for your email, he has the popup below, which has a call to action of “Give me three months and I’ll open the floodgates to consistently profitable traffic for your web site”, and if you click the button, it will then proceed to another page where you can put in your URL for a quick site audit.
Once the data is compiled, it then leads to a form asking for all of your contact info and marketing budget for a follow up contact. This is complex, but definitely a great way to weed out only high quality leads coming through your site.
5. Make a complicated task seem easy
If you had the ability to make something that was extremely hard become extremely easy, would you do it? Of course you would, and this all goes back to the concept of “selling the dream” and how it applies to all of us – whether it’s through blogging, financial success or even weight loss.
In the example of Health Ambition, it’s making the concept of healthy eating and weight loss a much easier concept to swallow than the thought of long hours at the gym and eating tasteless foods to shed some extra pounds.
Through their lightbox, they’ve enabled multiple calls-to-action which include a count down clock, healthy eating tips and the ultimate call-to-action headline that says “Drop 3 Jean Sizes in 6 Weeks without Exercise”.
Who wouldn’t want to sign up for that!
(Sidenote: Want to learn more about this individual popup, how well it’s working and how it generates over $2,500+ per month? Here’s a case study on it.)
6. Give your customers a solution or advantage
Popup and lightbox subscription forms aren’t just being used on blogs, they are actually being used on some of the top sites across the internet… whether they be news, entertainment or even ecommerce focused.
OptinMonster is one of the best selling lightbox WordPress plugin solutions out there (currently being used on this blog as well). Not only is OptinMonster being used across thousands of sites, they also use what they preach on their own sites as well.
In the screenshot below you will see the title of their call to action is ”12 Proven Ways to Convert Abandoning Visitors into Subscribers”, which is exactly what users are trying to accomplish when visitors are going to OptinMonster. By knowing your audience and giving them exactly what they want, it’s one of the best ways to not only get them on your mailing list, but also warm them up before the sale as well.
7. Provide your audience with a cheat sheet
Podcasting is huge and it’s growing in size daily. With so many people jumping into the world of podcasting, it’s not the easiest thing in the world to setup… which is why there are plenty of podcast training and tutorial sites out there as well.
Many of them are great, but when you look at all of the text content that is out there, it can get quite overwhelming.
The Audacity to Podcast is one such site and they’ve created the perfect call to action for their audience, which is to download their ”20 things you should do before recording every podcast episode” PDF cheat sheet. This is a great bonus to anyone visiting the site, because the last thing someone wants to download is another 100+ page ebook they will never get to read through.
A cheat sheet or one page PDF is the perfect way to incentivize people to join your mailing list.
8. Focus on high quality & interested leads
When it comes to using lightboxes and lead gen forms to get users to enter their email address and subscribe to your list, there is often a lot of trickery going on.
This isn’t the case for Chris Brogan, who has a dead simple call to action on his popup that simply says “Get my best work sent free”.
Now this concept is different for many reasons… the first being that he isn’t offering the promise of tripling your traffic over night or even offering any bonus download in the process. The other side to this is that nearly everyone who does fill out their information is genuinely interested in what Chris has to say. This means everyone on his list wants to be there, will probably remember when and why they signed up and also have a much higher value per subscriber.
9. Ask a question
If someone was going to ask you a question in real life, there is a good chance you would be willing to answer it. The same holds true for when you are asked a question online, especially if it is in the form of a popup window that fades everything else out.
Yaro Starak is currently using this method on his blog, which is targeted towards bloggers and helping them grow their business online.
Yaro asks “What is the #1 reason why blogs fail?” – of course if you want the answer, you will need to put in your email address. This method works extremely well, after all, no blogger wants their blog to fail.
10. Brand yourself as an expert
If you already have a successful blog, brand or business, you can probably consider yourself an expert in your space.
Lewis Howes was able to take this concept to a whole new level through his personal blog.
Let’s break down some of the key takeaways from Lewis’ popup call-to-action. First, he has a very high quality and professional photo of himself (which is also the theme throughout his whole site), he’s also showing his expertise by being featured in Time, Sports Illustrated, Forbes and other publications. Lastly, he’s using the same technique as Chris Brogan, in that he is simply offering the ability to join his list for future updates and not incentivizing the signup with a bonus gift.
How to Create a Popup that Converts Like Crazy!
Now that you’ve hopefully been inspired by the popup calls-to-action above and seeing how top blogging and marketing experts are getting their audience to aggressively jump onto their mailing lists, it’s time for you to do the same.
Follow the quick three steps below to see higher volume and conversions for mailing list signups on your blog.
- The first step is to implement a lightbox popup if you haven’t already.
- After that, be sure to take the time to create a call-to-action that relates with your audience and provides value in the process.
- The last step is to run through the list again and see how you can improve your popup and call-to-action like others have for their sites.
Once you have your lightbox popup live and traffic starts flowing through your site, you should be able to start seeing conversions right away. Also, be sure to split test different designs, images and calls-to-action for best results.
Guest Author: Zac Johnson is a world renowned blogger and entrepreneur with nearly 20 years of experience in the online marketing space and has helped his readers generate millions of dollars online. He shares his story and guidance at ZacJohnson.com
If you’re blogging for a living, there’s a high probability that you are selling something – it could be a product, a service or a subscription.
In the quest to boost sales and interest in your offer, it’s natural to get obsessed about things like headlines, website copy and other copy-related distractions.
While good copy is essential to success when selling online, the reality is that a few simple changes to other factors can double or quadruple sales.
Here are some highly overlooked but super effective ways to boost sales on your blog:
Method #1: Effectively utilize security/trust seals
To see how widely overlooked security seals are online, try to take a quick look at the sales page of products on your favorite blogs, you’d be surprised to see that probably none of these pages use trust seals.
Does this mean website trust seals are not effective? No.
In a recent article on their blog, Jarrod Hunt, the CMO at marketing firm Digital Current, emphasized the importance of website trust seals. According to Jarrod:
“If you’re expecting your first-time website visitors to land blindly on your site and start shopping without you giving them any indication that you’re trustworthy, you’re likely losing customers.”
Jarrod further backed up his point with several studies, some of which I’ll be citing below.
Research conducted by Econsultancy/Toluna reveals that trust seals is the #1 indication users look at when deciding if a website is trustworthy and whether they should transact with it or not; this ranked above a site’s professional design, publicly available contact information and even association with known brands and products.
Image Credit: Baymard
It’s one thing for your offer to be solid and clearly communicated, but it doesn’t matter a bit if people don’t trust you; apparently, trust seals solve this problem.
This is especially important for bloggers; Amazon, Apple and Google have built great brands, and they spend billions of dollars advertising their offers annually. Your brand isn’t as powerful as theirs, and you don’t have their marketing budget; using trust seals helps you leverage the credibility of trusted security brands to show your audience that can you can be trusted.
Which trust seals should you use?
Once you’ve decided to use trust seals on your website, the next question is which trust seals should you use?
Are all trust seals equal? Apparently not.
Further down in the Digital Current article, Jarrod referenced two studies – one from Baymard Institute and another from Actual Insights, and both studies revealed that the Norton, Verisign and McAfee Secure trust seals are three of the most trusted seals. This makes sense when we consider the fact that most computer users are aware of the effort of the companies behind these seals at protecting people’s computers.
Method #2: Solid guarantee
There are a million and one questions in the mind of your prospects when transacting with you, and some of the top questions are:
“What if this doesn’t work for me?”
“What if I don’t like this?”
“How much of the risk is on me?”
These questions are very natural questions, since we’re only humans. Most of your prospects will ask this question at one point, and unless you’re a superstar or renowned public figure, not addressing it effectively is probably costing you more sales than you can imagine.
Image Credit: Elliott Brown
Research conducted by Baymard Institute, has shown that 67.45% of people abandon online shopping carts at one point.
While there are a host of reasons people don’t buy, a key reason people abandon shopping carts is because they are not confident enough in their decision to buy; their risk averse side is taking over, and the website they’re on doesn’t have a strong enough guarantee.
Effectively using guarantees
You can close more deals and boost your sales by having a strong guarantee; guarantees come in many ways, and depending on what you’re selling, this could be a money back guarantee or a product exchange policy.
One thing is clear though – the stronger your guarantee, the more sales you will close.
Experts have revealed that the key to successfully boosting sales with guarantees is by offering a no-brainer guarantee; most websites today have a sort of guarantee and, as a result, people have become so used to the standard guarantees that they have developed something Peter Sandeen calls “guarantee blindness“.
The solution to this is to have a guarantee so strong that your prospects will pay attention, and to introduce it before they go through your copy.
Method #3: Effective use of social proof
In Robert Cialdini’s legendary book, Influence: The Psychology of Persuasion, he noted social proof as one of the 6 main driving forces behind persuading people to do things.
Image Credit: Jurgen Appelo
Why does Nike pay Michael Jordan $100 million a year to endorse their brand?
Why did Weight Watchers sign a $4 million contract with Jessica Simpson?
You can be sure it has nothing to do with the celebrities having the same ideals as the company. Instead, it has to do with something else; social proof.
Having Jessica Simpson endorse their brand makes Weight Watchers look cool, and they’d happily pay her to diet to have that “coolness” associated with their brand.
The same goes for Nike and Michael Jordan; Micheal Jordan endorsing Nike is powerful social proof to make their materials appear hip, and the next thing you see is almost every kid trying to wear Nike’s.
There’s the saying that nothing attracts a crowd like a crowd. Nobody wants to be a lone wolf, so we carefully observe others to see if something is worth paying attention to; if majority of people are doing something, then it must be right.
If Michael Jordan is wearing and endorsing Nike, it must be hip!
How bloggers can effectively use social proof
Jeff’s blog is a good example of social proof in action.
You know that Jeff is a thought leader, and while this is in large part due to the fact that he has been widely recognized, it’s also because he’s very good at highlighting that fact.
His bio, which majority of this blog’s readers will read at some point, lists all notable media mentions he’s received, and the sales page for his Master Class on Creating Authority Online has a section that highlights recognition he’s received from Forbes and Huffington Post, as well as the massive reach of this blog.
Now if that isn’t effective social proof in action, what is?
So, if you want to boost sales on your blog, don’t be afraid to let people know that you’ve been recognized; this can be in the form of user testimonials, media coverage, books you’ve written or been featured in, the massive reach of your blog, or cool things industry leaders or celebrities are saying about your brand.
Method #4: Acute email targeting
Research conducted by Monetate has shown that email trumps search and social media combined when it comes to conversions.
Image Credit: Richard Matthews
Most bloggers today use email as a way to promote their offers, but very few effectively use email targeting and segmentation; many bloggers just follow the “build a list, have an offer and blast when you want to sell” principle and that’s it.
If “blasting your list” is all you’re doing, you’re shortchanging yourself!
Research published on Marketing Sherpa has shown that sending targeted offers to your list, as compared to “batch-and-blast” emails, can result in 208% more sales.
If email marketing is part of your marketing strategy, sending targeted emails is something you should pay serious attention to; instead of just “blasting” your next offer, you might want to try segmenting your subscribers and targeting only relevant offers to them. You’d be surprised at how much this can boost sales on your blog.
Method #5: Simplifying your order process
According to research collated by expert blogger and marketer, Neil Patel of QuickSprout, reducing the number of options in your form fields from 6 to 3 can lead to 66% more conversions.
No matter how big your business is, 66% extra sales is massive!
I’m sure you can relate to the frustration when you try to buy something online and they start to ask you to input your family history before you can place your order; if you’re like the average web user, unless it’ll kill you not to have what a website is selling, there’s a high chance that you’ll quickly locate the ‘X’ in your browser faster than you typed that web address.
Don’t make your readers go through complicated web forms and order processes just to buy from you; instead, simplify things for them and ensure they are able to order as soon as possible.
In cases like this, offering a quick one step checkout, integrating with popular services like Paypal and reducing friction and overall number of steps will always yield more sales.
Which of the above 5 methods is your preference for boosting sales on your blog? Comment below.
Guest Author: Bamidele Onibalusi is a world renowned blogger who has been featured in Forbes, Huffington Post, Digital Journal and other top publications. He shares practical business tips and ideas at Effective Business Ideas.
Myths are woven into our DNA.
We have heard about the Loch Ness Monster, the Yeti, dragons and other man made creations and legends that live more within the imagination than reality. But without those tales, the tapestry of our lives would be a little less.
Who wants to take away the fairies, super heroes and Santa Claus. Stories are intrinsic to what makes us human.
The art of storytelling is part of every culture. Sharing the events of the day around a camp fire, the kitchen table or the company water filter often sees us conjuring up a romantic image of the compelling wordsmith and the entertaining jokester.
“Don’t let the facts get in the way of a good story” is something that needs to be embraced.
Content marketing is an art and a science
Content marketing has become an art and a science with a dash of promotion in the mix. Like any good cake recipe, the right types of ingredients and the quantities will be the difference between success and failure. In that mix sit terms like engagement, trust and credibility. All good, but on their own the cake won’t rise.
So what are some of the myths that have emerged around the digital content campfire?
Myth #1. Build it and they will come
Content marketing is synonymous with the term inbound marketing. Add the other phrase “attraction marketing” to the discussion and people think that content on its own will produce traffic and leads.
The misunderstanding of the true meaning of these terms leads people to think that just creating the content will attract opportunities and produce business changing marketing strategies.
Content marketing is two words and content is only one of them.
Myth #2. Content creation is more important than the marketing
This follows on from the first myth.
The creatives and the writers of this world often fall into this trap. Their misguided mantra is often “I create and therefore I will succeed”.
Sorry, that won’t do.
Some of the best artists of this world often had a “hustle gene” or a partner that went out and made it happen. Salvador Dali, the famous Spanish surrealist painter was a painter that was not only the creator but the marketer. He maybe took it a little bit too far.
But he knew how to get attention.
In a digital world the sheer noise, velocity and volume of content creation means that the marketing is 50% of the game.
Viral content is often associated with luck.
Publishers like Buzzfeed and Upworthy have made us realize that leaving it to luck is not an option. Content marketing success is now more science, big data and the relentless pursuit of optimizing content for sharing and traffic.
Myth #3. Tons of ordinary content is enough
What is ordinary content?
To me it means a bland 400-600 word blog post that is missing a voice, insights and an x-factor. Visuals are also vital.
I could go on but you know what I mean.
Ordinary content shouts out these messages. I don’t care, just having a go or maybe it reveals an underlying lack of confidence that says “who would want to read my stuff anyway”.
The competition for online attention is getting harder and when I started 6 years ago the content standard required wasn’t as high.
This is one of first blog posts that I published on March 25, 2009. This will not do today. Disclaimer: But, don’t let that stop you from starting the content marketing journey.
Some recent research by Andy Crestodina from Orbit Media about the standard of content for bloggers (and content marketers) is revealing with 1.500 word posts becoming mainstream.
Content marketing is growing up.
Taking something from “good to great” means more reading, more polishing and maybe some deeper research. It means wrestling and wrangling the content into an art form that reveals your brand purpose and mission.
But I forgot something. Passion.
Being passionate about your topic is often the difference at the end of the day. Content that is written just for inbound links and search is often missing the heart and soul of what awesome content is all about.
Myth #4. Content marketing is more about search engines
Google’s mission “To organize the world’s information and make it universally accessible and useful.” has sometimes lead to an abomination or two in content marketing strategy execution. Their motto “don’t be evil” is maybe something that good content marketers should embrace.
Writing content that is just written for search engines should be made a sin.
Write for humans, touch their emotions and your content has a much better chance of being shared with viral velocity.
Myth #5. Good content marketing doesn’t need much technology
Social media and content marketing are almost like kissing cousins.
Related, close but not the same.
When content marketing emerged, the technology that surrounded it was either raw or non-existent. Using social content was seen as a manual job otherwise it was not proper.
The thinking was often that “using technology made social not social“.
The reality is that content marketing is many moving parts. This includes, images, videos, blog posts, many social social networks, multiple media, metrics, optimization, email, search and more.
You will need technology, apps and digital marketing technology platforms to create, publish, launch, manage and measure “at scale”.
This means marketing automation platforms like Hubspot, Infusionsoft and Marketo are becoming essential for even small to medium businesses.
It also means using technology and apps like Shuttlerock that enable you to crowd source content from your readers, fans and advocates.
Make it easy for your marketing team to collect, curate and publish brand content.
Myth #6. Content marketing is just about giving away free content
Bloggers are the epitome and essence of content marketing. Many bloggers (and content marketers) have fallen into the trap of only giving away free content. They forget to ask for something in return. They think that conversion from traffic to leads and sales will happen on its own.
You need optimized ”Calls to Action”.
Want something for free like a free PDF then I need an email in return. Want to read that ebook. That will be $7 thank you. Want some premium resources and maybe online training then the credit card needs some loving.
Great content marketing achieves 3 goals. It’s a lot like dating. Attraction, seduction and commitment. In digital marketing that translates to the following.
If you don’t achieve the last goal then you are doomed to fiscal failure.
Myth #7. Content marketing automation is evil
Content first has to be created, then it needs to published and finally it needs to be free to be pushed out into the big wide digital world and achieve its mission. That will mean it may have to achieve many roles:
- Growing brand awareness
- Building credibility and trust
- Drive link building
- Create thought leadership
For a noisy world with 2 billion smart phones and 1 billion websites, this means that automation will be a necessary evil. Some call it inhuman and others call it smart. My mantra is this:
“Automate the content distribution but not the conversation”
This means you can be authentic and smart!
Over to you
Are you using digital marketing automation software as part of your content marketing strategy? What is the standard of your blog posts?
Why do we buy stuff?
The psychology of selling hasn’t changed – it is embedded in human behavior and our habits.
We buy stuff because it relieves a pain in our life, it appeals to our sense of belonging and it makes us excited. We make that final purchase decision because for some reason we can’t wait any more – it is an urgent and important matter that needs to be attended to right away.
These elements of human behavior contribute to the verbal and visual make up of our websites.
Another layer has been added to these traditional concepts, however, based on findings of neuroscience and the fact that selling is no longer face-to-face. It relies, instead, on stimulation of the viewers senses and the parts of the brain that are activated.
Effective calls-to-action (CTA’s) will combine both traditional selling strategies and the information that neuroscience provides.
So let’s take a look at 5 practical ways that psychology and selling combine to increase conversions on your website.
Your CTA button(s) must have a prominent place on the page – they have to stand out to a visitor.
What will happen when the visitor pushes that button and what are the benefits?
This text does not all have to be on the button, but it should be close by.
Take a look at the CTA used by Spotify:
The benefit is clear – “music for everyone,” and “it’s all the music you’ll ever need.”
When the visitor pushes the button, they will “play songs instantly.” And the “Free” button gets the consumer a free trial.
The buttons are simple, but the text around them explains what will happen when one of them is pushed.
Here’s where some neuroscience comes in.
MRI’s have shown which parts of our brain are stimulated by which colors, and different colors have very specific appeals – to men and to women.
Women, for example, prefer green, blue, purple and pink; men prefer blue, green, and black. And each color also represents certain appeals.
While this may not be a “deal breaker,” why not use button colors that speak to the people you are targeting?
Here’s a simple chart you can use as you decide on the color of your CTA button.
This is where traditional sales psychology comes into play – where pain must be relieved, where a sense of belonging can be established, where emotional appeals can be made, and where a sense of urgency can be instilled.
Your buttons and the simple text around your buttons, for example, will have such statements as, “Only 18 hours left to take advantage of this special price,” “Only a limited supply remaining,” “Join thousands of other wise shoppers,” or “Get your free trial now.”
Look how well Twitter appeals to the emotion of excitement:
There’s a huge crowd of excited people. Now, there excitement has come from a concert, not from joining Twitter, but that doesn’t matter!
Really good CTA’s can appeal to lots of emotions at the same time, and Basecamp is a prime example:
So simple and sleek, and yet look what they have done!
The pain is chaos, and they are going to relieve that pain; there’s a free trial, and notice how they portray the “feeling” that they are giving something to the consumer with the “It’s on us” phrase.
And here’s the sense of belonging – “4869 companies signed up in just a week” – there is a desire to do what other companies are doing.
And, finally, the sense of urgency is established with, “You need to get a project done.” All of those emotional appeals in a very compact CTA.
There are three facets of visual psychology:
- Use buttons with curved rather than square corners. Neuroscientists tell us that curved corners take our eyes and our attention inward, while square corners take them outward.
- Viewers attach more importance to buttons that are larger, so if you have a CTA that is most important, make that button the largest.
- Put your “benefit” on the button and make it “front and center” on our page.
Take a look at the results of the A/B testing on two CTA’s:
Here two elements were changed – the curved button and the color, but the result was pretty great, in terms of increased conversions.
SmartCustomWriting.com, an online custom writing service has done a couple of things:
First, while they have square corners, they have covered them with an animated figure and an “X” to close the CTA.
Second the “draw” is the discount and so it is much bigger than the “order now” button in the upper right corner.
And, unless the viewer closes it out, the two discount buttons stay front and center even as the viewer scrolls down the page.
Once a visitor clicks on either of those buttons, here is what appears:
The two discount buttons still appear, but now the bigger button is rounded, in bright orange (a good color for action) and the visitor is directed to place their order and get the discount!
The CTA button MUST be specific and get the message across – people are not into long text.
Use a command to get the user to do what you want. “Buy now,” “Watch,” and “Download” are typical commands, but they are very general and common.
Take a look at the A/B testing in the following:
The change was to get more specific, still keeping the message simple, and the viewer now is asked to find their gym location.
The CTA command is unique and has resulted in 68% more conversions – not bad!
Well, there you have it – 5 very easy and very practical things you can do right now to increase your own conversion rates!
Guest Author: Julie Ellis – popular blogger and Chief Editor at premieressay.com. Her wide experience in the field of online-marketing, self-improvement and psychology gives her the opportunity to help all people that are willing to make the world better. For more, follow Julie @premieressay.
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