In this video, you'll get to learn the most important metrics to effectively utilise Google Analytics and track the development of your site's own metrics. These statistics will give your brand the proper knowledge it needs in order to optimise each metrics, and will empower them to work together to achieve your ultimate goal.
You may also like: How to find the best and worst content on Google Analytics
Are you knowledge or service professional who finds that competition is always increasing? Or are you struggling to get noticed in a busy market place? Don't worry because there is a simple solution!
Learn the secret and build an authority position in the market with video marketing, which is the most popular as the dominant media for building strong personal brands.
You may also like: How Video Marketing Helps Create Authority Positioning by Attracting Attention, Engaging Audiences and Building Trust
If you would like to know how to get started with video marketing, click here to book a 20 minute, no-obligation exploratory call and together we’ll explore the best way to get you started.
If you are wondering which is better Facebook Ads or Google Adwords, you are not alone, I get asked this question all the time. Below is a great infographic that shows how the two stack up and for me the answer is, it depends.
You may also like: Google Adwords Vs Facebook Ads (Video)
It depends on what your goals are for the campaign and with all marketing becoming omnichannel (a fancy word for integrated) the answer is you really should be using both, but the full explanation is for another post.
In my experience Facebook Ads are taking over Google Adwords (if they haven't already) because of the rate of speed which they are adding to their platform. We are constantly updating our Facebook Ads Training to keep on top of all the changes they are making.
Infographic from wishpond.
Here is a quick Facebook® Ads case study we did recently. To register for the Free Facebook® Ads Training Click Here.
Over the past few years Facebook® Advertising has become (In my humble opinion) the most powerful advertising platform on the Internet. Yes I know that is a big claim and I don't take it lightly after being in online marketing for over 12 years.
You may also like: Facebook® Ads Case Study - 63 Qualified Leads In 30 Days
The targeting and remarketing capabilities of the platform are world class and while there are some small kinks in the system, you can't ignore the speed at which Facebook® is iterating and adding to the sophistication of the platform.
The speed of development is a pain in backside for us because it means we need to constantly update our Facebook® Advertising trainings and develop new ones, but anyway I digress.
Take a look at this infographic, care of Headway Capital.
One of the questions I get asked very often is, “How do I find out what my competitors are doing online? Are they promoting their business using Google Adwords, SEO, Facebook Ads or anything else?”
The reason why this is important is that by looking at what your competitors are doing, you don’t have to reinvent the wheel. There’s no point in starting out campaigns as a test and having them potentially fail when you can have a look at what your competitors are doing and decide for yourself if you would like to invest money into that channel or not.
Fortunately, there are several tools to help you uncover your competitor’s online marketing activity.
One of the tools we use is SEMrush, and in this blog post, I’ll show you how to use it to get valuable information about your competitors. This will allow you to counter their strategy and outsmart them when advertising online.
To begin, open the free version of SEMrush in your browser. Copy and paste the domain name of your competitor into SEMrush, select the country the domain is in and click, “Search.”
I have used Tentworld as an example in this blog post.
You will instantly get an overview of how the company is doing and the estimate of how much traffic the website is getting from Google.
You will be able to see both, the organic listings and the paid listings. In the figure below, you can see Tentworld's organic traffic has dipped slightly, but remains the main source of website visitors.
Over the six-month period, they have been investing in SEO quite significantly, while their Google Adwords spend has been flat.
If you look at their data over a two-year period, you can observe their trending data. They have started a campaign around October 2015, which has helped them get a significant amount of traffic. In fact, they have almost doubled their traffic from January 2016 to January 2017, as you can see from the figure below.
We’ll now delve a little deeper, and for this, I am using my paid subscription. With a paid account of SEMrush, you can get a lot more competitive insight which is otherwise very difficult to find.
For instance, you can see Tentworld is in position 1 for the keyword, “swag”, and “tentworld.” They are potentially getting a significant volume of traffic from ranking in these positions.
You can also get a list of some other competitors that you may not know are advertising on Google.
Drill down, and you will find the Top Paid Keywords.
So now you can see the exact keywords your competitors are using and what they are paying Google for, which means you’re no longer guessing.
If you’re running an Adwords campaign, you get to learn a lot about the keywords your competitors are bidding on, especially if they are bidding on the keyword for a long time.
Take for example the keyword, “camping equipment.” You can get in-depth information as can be seen in the image below and also download PDF reports which will come in handy.
You also get all different variations of that keyword and related keywords.
Next, you can identify who is ranking for each particular keyword and you can also see what ads competitors have been running.
If competitors have been running certain ads for a long time, then you know the ads are probably working. Either that or they don’t know what they are doing and are running non-performing ads all the time. So you can use this to give yourself a head start in creating a campaign.
When you are doing SEO, you want to find out where their backlinks are coming from because they help you rank higher in Google and Bing.
You can click on the link to see where it is coming from and based on the page score, you know whether or not it is a powerful link. This is another opportunity to figure out what your competition is doing.
Product Listing Ads Research (PLA Research)
PLA Research is a sneaky way of finding out what your competitors are doing online.
You can see from the diagram below the ads they are running and their position in paid search.
So, as you can see it’s an intelligent way to find out what others are advertising for and what’s actually working without having to invest time and money into expensive market research or stocking products. With this information, you can decide on what to stock, and how you are going to advertise it.
Next, you can identify what type of advertising they have been doing. For instance, you can do a search to see if they have been doing any video advertising. In this case, it does not appear that they are doing video advertising. Similarly, you can check if they have been doing display advertising.
Another great feature of SEMrush is that you can monitor your competitors to see if they improve in rankings over time. You can also do this for your own domain.
You can choose a couple of different competitors from this market and see who has the biggest market share. You can select organic, paid or PLA. The “charts” functionality in SEMrush provides a visual representation of who has the biggest market share. In this example, it’s clear that Tentworld is only slightly larger than Wildearth.
So you would research Wildearth, to see what they are doing, exactly how they are doing it and how you can leverage off that information. You can also see whether they are using Google Adwords, and what is converting for them.
This is just some of the information you can get from SEMrush. Tools such as this one should comprise an important part of your online marketing arsenal to eliminate the guesswork involved in competitor research.
What’s also important is to know how to use these tools to your advantage. Putting an eager 12-year-old behind the wheel of a Ferrari can prove to be a costly mistake. In the same way, software subscriptions can drain a company’s resources if they are not put to good use or used incorrectly.
A better option is to rely on trained professionals experienced in using the software to help you with your competitor research and design a strategy which can help you gain an advantage in your market.
If you would like help in analysing your market, identify lucrative opportunities which your competitors are ignoring, contact Think Big Online, and together we’ll find out the shortest path to your online success.
In our previous blog post, “How Video Marketing Helps Create Authority Positioning by Attracting Attention, Engaging Audiences and Building Trust”, we explained the importance of video marketing in creating an authority position.
That being said, there are 60 hours of video being uploaded every minute on YouTube, and over 4 billion videos are watched every day. According to recode, 100M hours of Facebook videos are watched every day.
The question is how do you get your videos seen, and what’s the best way to get started with video marketing to increase your personal brand visibility?
It’s quite common among business owners and professionals to upload a few videos on YouTube or Facebook and when they don’t get many comments or likes, they give up, believing that video marketing doesn’t work.
The truth is that they don’t have a winning video marketing strategy.
In this post, we reveal how to develop a video marketing strategy which will eliminate the guesswork and uncertainty involved in using videos to gain visibility and be seen as an authority in your niche.
Before creating your videos, determine exactly who your target audience is and what purpose your video is meant to serve. A good starting point is to take a look at the videos of celebrities in your area of specialisation.
Here are examples of objectives you may wish to consider:
Most importantly, even if the content helps you position yourself as an authority, you must create content that is of value to your audience. Always keep in mind why they would want to watch your video and what do they get out of it?
Let’s face it. Budgets are tight and everyone wants to get the most value for the least investment. Fortunately, you don’t need the budgets of large organisations, fit out a studio, or recruit a dedicated team of video specialists.
Ideally, you will need to create sufficient videos which appeal to prospects and customers at different stages of their customer journey and schedule a new video every few days or weeks.
With your objectives clear and your scripts written out, you can hire a professional video marketing service agency for a few days to shoot and edit your videos. This way you don’t have to buy an expensive video camera or set up a studio with the right lighting and other equipment needed for creating professional quality videos.
A common mistake business owners and professionals make is trying to cram too much into a single video. Make sure that every video that you produce has one clear message.
People have limited attention spans, and will exit your video at the slightest hint of confusion, overwhelm or boredom.
For example, you may have seen a typical corporate video which pans across the company head office, shows photos of the products, awards they have won and has a few words from the CEO. It doesn’t tell you much and fails to evoke an emotional response in those who watch the video.
When creating a script for your video, ensure there’s a clear message that will resonate with your audience. For instance, a business coach could address the subject of procrastination: Why is this a problem and what are the three steps you can take to overcome it?
A short five-minute video can easily cover this topic and provide specific takeaways your audience can implement. This is what positions you as the expert and gives you a competitive edge.
It’s now time to begin producing your videos. Using just one type of video becomes monotonous and your audience can quickly get bored. It’s important to use different types of videos to keep them engaged.
Here are a few types of marketing videos you can start with to gain visibility:
Intro Videos: People do business with those whom they know, like and trust. These type of videos are great icebreakers, where you can quickly introduce yourself, tell your story and present a strong reason why your viewers should listen to you.
Content Videos: Every one of us has their own preference for consuming content. Some like to read and others like to listen and now more people prefer to watch videos. Video combines the power of visual and auditory senses. Using the right tonality, content can be delivered a lot more effectively and in less time than it takes to read text on a web page.
If you already have several blog posts, you can easily repurpose these into content videos and spread your reach to a wider audience who prefer watching videos over reading text.
Explainer Videos: These type of videos are normally slide shows or animated videos which explain step-by-step how to solve a problem or perform a task. Aside from showing your target audience how to overcome a problem they are facing, by demonstrating your expertise, you gain credibility and a loyal fan base.
Video Interviews: Have you ever been interviewed by an expert or celebrity? Celebrity endorsement can shave years off building your credibility as an expert in your niche. Earlier the only way to gain some prominence in this way was by being interviewed on television or on radio.
If you can find a well-known celebrity, even someone in your local area who is willing to interview you, record the interview and share it on social media or on your website to gain instant visibility and credibility. Encourage the celebrity who interviewed you to email the video link to his or her contacts. This tactic will help you reach a wider audience you otherwise will have no access to.
Testimonial Videos and Case Studies: Many experts now use testimonials on their websites to demonstrate proof, however people often question their authenticity.
Video testimonials provide a high level of authenticity, and can be used to demonstrate results of your programs or services. For instance, a testimonial video on how a coaching or other program helped transform lives of individuals and business owners is a powerful proof element. The more specific the benefit, the more effective the testimonial.
It’s also important to focus on a different benefit in each of the video testimonials. For example one of the testimonials for a weight loss product could focus on the number of kilos lost, another could focus on the increase in confidence as a result of weight loss, and a third could talk about improved relationships.
Facebook and YouTube Advertising Videos: If you are advertising on Facebook or YouTube, right now video ads allow you to reach your target audience at a very low cost. While this could change in the near future, it’s best to make use of the opportunity while it’s available.
Research from visiblemeasures, suggests that 20% of viewers abandon watching a video in the first 10 seconds if it does not grab their attention. Research also suggests that the longer a video, the less likely it will be consumed fully.
Keep videos, short and sharp, generally between two to five minutes. This will give your target audience a single takeaway they can implement immediately and also leave them craving for more.
Every video which you produce should have a call-to-action, so your audience knows exactly what to do once they’ve watched your video.
The call-to-action you decide on will depend on the objective you wish to achieve. For example, your call-to-action could be to “Call Us for a free quote”, “Download our Free Whitepaper to learn more” or even “Join our Facebook Group”.
Once your video is produced and published, you need to optimise it to maximise its reach. If you are using YouTube to showcase your videos, find out the right keywords and tags to optimise each video.
Use the keywords in the title and description, so your audience finds them easily when they perform a search in YouTube’s search console.
The only way to measure whether your videos are effective is to measure the level of engagement the intended audience has with them.
You will need to collect data on how the videos are being watched (desktop or smartphones), whether they are being watched until the end, where most people drop off watching and the number of repeats.
If you can track down individuals who have watched a sales video until the very end but did not take action, your sales team could then follow them up with a call to try and close them, instead of wasting time calling a lead who only watched the first 10 seconds of the video.
As you can see a successful video marketing strategy requires a lot of thought, but by trying different video formats, choosing the right channels, optimising the videos and measuring their performance you can quickly increase your visibility and be seen as an expert in your area of specialisation.
If you’re looking for help and guidance in leveraging the power of video to position yourself as an industry expert so your prospects chase you, instead of the other way around, contact us on [email protected] to explore the best way to get started.
One of the biggest challenges business owners and professionals face is how to position themselves as an authority among their ideal prospects so their products and services attract customers instead of being perceived as pushy salespersons.
With rapidly increasing competition across most business sectors, the challenge is to stand out among everyone who markets themselves as experts.
Nowadays, it’s not enough to just be the best. Many business owners and professionals believe that if they have great products or have mastery in their skills, there will be a demand for what they offer. The real truth is that if you don’t promote yourself, you will be lost among a crowd of others who may be as good as you are. The key here is to promote yourself in a way that is authoritative, without appearing aggressive.
Many of today’s business owners and professionals have realised that it’s no longer enough to rely on their website or blogs to build their preeminence.
So, how do you stand out as an authority, without appearing to be pushy or aggressive?
The answer lies in the power of video marketing, which is quickly emerging as the dominant media for building strong personal brands.
A 2016 survey of 311 marketing professionals and online consumers by Wyzowl revealed the following;
But that’s not all.
While these statistics are indicative of the pulling power of the medium, here are important reasons why video marketing is important for business owners and professionals to gain a competitive edge:
Building trust with prospects and clients
Long-term trust based relationships, not pushy sales tactics are the key to generating sales. Nowadays people are increasingly cautious about the quality of products they buy or the trustworthiness of professionals who approach them.
Videos help business owners and professionals with a vast industry knowledge present useful and interesting information in a way that ignites emotion and is far more engaging than content presented using plain text.
When your YouTube videos are shared by an elite audience, they serve as ambassadors in promoting your personal brand. Updating a YouTube channel regularly can soon result in a large following which makes the need for pushy sales tactics superfluous.
Once a significant follower base is built on a channel like YouTube, you can create promotional videos to present your offers or services using a conversational tone which makes prospects comfortable and gives them the confidence to buy.
Three Ingredients Required for Achieving a Micro-Celebrity Status in Your Field Using Video
There are only three ingredients that are required to turn you from a relatively unknown expert in your niche to a micro-celebrity, using video marketing. Although they are simple ingredients, it takes time, effort and consistency in implementing a proven strategy.
Ingredient 1: Enlighten the Audience
The first step is to enlighten the market about who you are and what you do. Start by telling your story, so your audience gets to know you and begins to resonate with you on a personal level.
Your prospects would prefer to do business with someone they can identify with, rather than a faceless entity. What’s important to remember is not to launch into generalities about the quality of your products or the excellent service you provide.
Instead, demonstrate your expertise by identifying a common problem or challenge which your target audience is facing and what they need to do to overcome it. The content should be concise, clear and easy to implement.
The objective is to demonstrate your expertise and create the “Wow Factor”, which will have your audience looking up to you like a 12-year-old girl at a Justin Bieber concert.
Ingredient 2: Frequency
Once you’ve published a few videos, an expectation would have been set among your target audience for more. Don’t leave your target audience hanging for information, or they will move on to the next expert who feeds their hunger for content.
The more often someone watches your videos online, the faster you will build the Know, Like and Trust factors with them.
When you begin to post your videos regularly, you will be recognised as a Big Fish in a Small Pond. Combine this with the latest technology to place your videos in front of your ideal clients, and you will quickly start building your authority status.
Ingredient 3: Recency
The final ingredient to building authority in a market is recency. How recently someone has seen your video content affects how much they trust you.
One of the reasons, why someone may not buy from you is because you haven’t been seen by them recently and they’ve forgotten about you. You aren’t on top of their mind.
So how do you get your ideal clients to see you recently so you stay top of mind without spending a fortune on advertising?
Using available technology for platforms like Youtube, Facebook and Instagram, your videos are shown only to people who are engaged with your content, so you’re only paying to be in front of the right people at the right time.
So, there you have it. If you want to stand out and get noticed, video marketing is one of the best ways of getting started.
If you would like to know how to get started with video marketing, book a 20 minute no-obligation exploratory call on [email protected] and together we’ll explore the best way to get you started.
$50k Base + Commission - UNCAPPED. $74,880 (2 sales a week, minimum KPI) - $149,760 (4 sales a week) OTE + Super + Benefits.
This is an opportunity to join the highly motivated and successful team at a top Internet Marketing agency. You will have the ability to determine your income, as we do not believe in capping your commission.
The role will start with selling event tickets and video marketing packages for a boutique Internet Marketing agency in Sydney.
As one of the fastest growing agencies in Australia, we are only looking for A players to join our team. Ideally, you will have corporate experience or B2B, excellent communication skills and be passionate about sales.
We have great packages for organisations who need videos to help with their marketing efforts. The right person, with the right attitude and relevant sales experience, will quickly be able to show the value of these packages to existing leads and easily gain new clients.
As the applicant, you must:
- Have the ability to hit the ground running with contacting new inbound and outbound leads
- Have a high level of phone or face-to-face sales skills
- Be goal and action orientated
- Have the ability to close sales
- Have strong communication skills
- Be enthusiastic and motivated
- Be reliable
- Have a hunger to push the limits and take advantage of the uncapped salary
- Have 2-3 years sales experience (experience in selling online marketing or video initiatives will be advantageous)
You will be responsible for:
- Achieving and exceeding sales targets for Video packages and events
- Qualification and administration of incoming enquiries
- Prospect management
- Proposal/quote creation
- Preparing for and handling effective meetings and customer communications
- Negotiation of terms and conditions to close deals
- Sales forecasting and reporting
- Liaison with production teams to kick off projects
- Managing joint venture relationships
- Account management
As you gain experience and learn about the industry, the option is available to also sell SEO, PPC, Social Media, and Website Design packages. There is also a sales manager role opening in 12 months, and this could be your chance to step up to the next level if you prove yourself.
We are looking for candidates with a passion for this innovative fast growing industry who have a background in sales. The role offers a tremendous earning potential for those that don’t want their income to be limited.
Apply now as this is an immediate start position.
Why Your Online Advertising Isn’t Working and How Compelling Copy Can Increase Sales Exponentially
In this blog post you’ll discover how to create compelling online copy which can turn even the most casual viewer into an excited prospect eager to buy your products or engage your services
Very often business owners who advertise online complain that despite investing a small fortune setting up a landing page with an irresistible offer and driving traffic through Google Adwords or Facebook Ads, the expected leads and sales don’t materialise. They complain that money invested in online advertising is a complete waste, instead of trying to determine the real reason why their online advertising failed to deliver results.
If you aren’t getting the expected conversions from your online advertising campaign, it’s quite likely your copy may be the culprit. With fleeting attention spans, you have only a few seconds to catch the attention of the visitor and if your copy is not compelling enough to draw the visitor in, the money you invest in driving traffic to an offer on your landing page will be completely wasted.
Targeting the Right Audience
Before creating an online advertising campaign, it’s important to target the right audience. Many advertisers make the mistake of targeting a broad audience, meaning just about everybody. Sadly, this approach is destined for failure. To make your offer irresistible you need to identify a specific target audience who will receive a direct benefit from your product or service. Depending on your price point, you should also target an audience who have the financial resources to invest in your offer.
For example if your offer is for a $50,000 business coaching service, it’s pointless to target startup businesses who are cash strapped.
One of the golden rules of advertising is to have the right match of Market Media and Message, meaning you need to communicate the right message, to the right target market, using the most appropriate media.
For example if you drive cold traffic from a Facebook ad to a landing page selling a $5000 product, however good your ad and offer, the conversions aren’t likely to be great, because you aren’t communicating to an audience who already know, like and trust you.
What Really is the Difference Between Good Copy and Bad Copy
It wasn’t until very long ago that the copy you saw on landing page offers were full of hype, offering miracle cures for life-threatening illnesses or the promise of instant riches by doing very little work. This kind of copy just doesn’t work as it triggers the “Bullshit Detector” in the reader, who instantly clicks off the page, never to return.
Neither is humdrum copy written in a formal style or using verbose sentences which puts a reader to sleep.
Good copy on the other hand targets a problem, challenge or intense desire and is written in a way that acknowledges the conversation which the target audience may be having in their minds. Having caught the attention of the reader in this way, the copy goes on to offer a solution to the problem or a means to satisfy the desire by taking immediate action.
The copy is written in a conversational style as if speaking to just one person. This is why it is important to understand what’s going on in a prospect’s life; their fears, frustrations, challenges and aspirations.
With the internet getting increasingly crowded and the advertising space more cluttered, you have a few seconds to get the attention of your ideal prospect and if your message is not specific enough to hit them between the eyes, they will skip it. As a result, your conversions will suffer.
Here are a few rules you can follow to create compelling copy for your landing pages, so viewers eagerly opt-in to receiving your offers.
Before you create a landing page, it’s important to create a compelling offer. Forget about asking people to opt-in to receive your email newsletter. That’s too passé.
Creating a compelling offer is important because even the most persuasive copy will not result in conversions if the offer is not attractive.
How do you know what to offer your prospects?
If you really understand your prospects, you may already know what their pain points and what keeps them awake at night. Use this knowledge to create your compelling offers.
Here are some offers you can consider:
Free Content Addressing a Common Concern
Once you know what problems your prospects face or the solutions they are looking for, you can easily create content in the form of a short Free Report, Checklist or even a Video. When creating the content ensure it’s something the prospect can act upon quickly. The content needs to be simple and actionable.
If you’re a service provider, for instance an accountant or business consultant you could offer a free consultation on a specific subject, such as setting up self-managed superannuation or creating a business operations plan.
Free Trials or Discounts
Free trials are a great option for businesses such as gyms and software companies, as they allow users to experience the product or service at no risk.
To get prospects to put some skin in the game, requesting a tiny upfront payment such as a $1 pre-payment with the option to make a purchase within a 30 day period is a good strategy to obtain prospects to micro-commit, before they become customers.
Once you’ve thought of a compelling offer, you can get down to the task of writing your copy. The first thing you need to do is write an attention-grabbing headline so your prospect reads your offer and takes action.
While there are many theories about the purpose of a headline and how to write one, essentially the headline has only one purpose and that is to get the prospect to read the rest of the content on your landing page.
It’s really that simple.
This is the first test of whether your landing page will convert or not. If your prospect does not read past the headline, the conversions will plunge.
Skilled copywriters invest a few hours in crafting headlines for a landing page, until they hone in on one or two which are the most attention-grabbing. It’s also a good idea to split-test at least two headlines on your landing page.
This simply means running two landing pages, which are identical in every other respect except the headline. The reason for this is to allow the market to decide which one they will respond to. If one of the landing pages convert a lot better than the other, you can drop the one which does not convert as well.
Here’s a real life example where two headlines were split-tested:
The result: The variation with the word “Supplement” to the headline improved sales by 89%
Many business owners tend to write copy which is formal, businesslike and focuses on their products or services. The reality is your prospects are only interested in how your products or services can help them solve a problem or achieve a goal.
The copy on your landing page has to address the challenges they are facing and explain in plain English, that you understand exactly what they are going through and how by taking action on your offer, they will be able to overcome the problem or achieve an outcome they are seeking.
One of the ways to do this is to replace “We” with “You” in the copy.
For example, instead of saying, “We offer the highest standards of service in the industry.”
You can say
“You will benefit from a team of experts, who will do whatever it takes to help you achieve the outcome that you seek.”
Can you see the difference between these two sentences?
Both say the same thing, the only difference with the second sentence is that is focused on the prospect, not on the business.
Bullet Points enable readers to quickly grasp the benefits of what you are offering them. The secret to writing good bullet points on a landing page is to arouse curiosity but never give away the complete solution. Think of bullets as teasers, which get your readers salivating for more.
Bullets should mainly focus on benefits. If it’s necessary to talk about features, the bullet should also explain the benefit arising from the feature.
For example instead of…
The security alarm system undergoes a rigorous 35 point quality check and is backed by 24 hour support which is unrivalled in the industry
You can say:
Every security alarm system undergoes a rigorous 35 point check and is backed by 24 hour support…so you can sleep easy knowing there’s nothing to worry about.
Here are some additional tips for writing powerful bullet points:
If your prospects have never heard of your business before, they would need to be reassured that your products and services can actually deliver the promised results.
There are three main proof elements you can use on your landing page
For instance one testimonial can focus on Quality, another on Service and a third on Timely Delivery
As this is unbiased factual data, it’s the best supporting evidence to amplify your proof elements.
If you want to improve conversions on your landing page, it’s important to get prospects to act while they’re still on the page. Once they leave the page, it’s unlikely they will return unless they’re absolutely sold on your offer.
Even then, they could have forgotten the link to your landing page and aren’t able to access the page anymore. It’s far easier in these situations to do a Google search and find someone else to address their concern.
Scarcity and urgency are two tactics you can use to increase your conversions.
If your offer is about physical products, you can create scarcity in your copy by indicating there are only a limited quantity of products being offered.
If you offer digital downloads, be careful about using scarcity, as prospects are intelligent enough to realise that digital products cannot run out of stock and you are using a false scarcity ploy.
Whether your offer is about digital products or physical products, another way of increasing conversions is by creating a sense of urgency. If you leave your offer open, your prospects will feel they can delay their decision, which means you will have lost them.
Instead, by indicating the offer is only available for a limited time, the “fear of loss”, kicks in and prospects will be compelled to take advantage of the offer, for the fear they will miss out on what would have been an excellent opportunity.
Here’s an example:
As a final incentive, to get prospects who may be teetering on the edge, offering bonuses can help tip them over to taking up your offer.
When offering bonuses it’s important to ensure these are related to the main offer in some way. A perfect example for a training course is to offer a software program which help with the implementation process.
With bonuses, the perceived value is very important and it’s a good idea to indicate the value of each bonus. A clever tactic used by intelligent marketers is adding up the value of the bonuses so it exceeds the value of the main offer.
Often the reason why prospects take up an offer is because they want the bonuses more than the product.
Here’s an example of how adding a bonus improved retention rates:
Result: Version A, with the pop-up, improved player retention rates 9.2%.
Depending on what you’re offering, a strong guarantee takes away the risk of failure from the prospect, and encourages them to take action. It also adds a degree of confidence in your products or services as you are willing to back your offer with a guarantee.
While money-back-guarantees are the most common, it isn’t always possible to offer a money back guarantee, especially in some service businesses.
Often a performance guarantee works as well, for instance in the case of a business consultant who can offer a guarantee to work with a client for an additional period of time at no cost if they aren’t able to generate results which had been agreed upon.
Strange as it may seem, one of the mistakes rookie salespersons make is not asking for a sale at the end of their presentation. They expect the prospect to be so “wowed” by their presentation that they will fall over and sign on the dotted line. Sadly, the reality is quite different.
Just as a salesperson in a personal selling situation has to ask a prospect for the sale, the copy on a landing page must have a strong call to action.
The copy should close out with a persuasive call-to-action message, which urges the prospect to click on a button and get the offer.
Rather than just use the words, “Click Here” or “Buy Now”, in a Call-to-action button, use a stronger message such as: “Yes, I want to get this right now”
Here’s a test which reveals how a simple change in the Call-to-Action delivered different results:
Result: The challenger version had a conversion rate of 3.84%.
Following these guidelines will help you easily double conversions on your landing pages and help you generate the qualified leads and sales you need to grow your business exponentially.
Go ahead and look at your landing page copy. Are you missing any of these elements? Then implement what’s been revealed to you here and use this as a checklist to write persuasive copy for all of your landing pages in the future.
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