The Search engine marketing Game-plan Diagram

Valuable content and an outstanding website are crucial to PR and marketing, but so are strategies that get consumers to click.

Search engine marketing, recognized as paid search or pay-per-click, helps companies attract consumer attention and their organization to stand-out before whoever made the search.

The following diagram from 1stOnlineTech illustrates the techniques used for digital marketing and how they fit together.

 

Landing Pages Tips That Convert

What goes into a successful landing pages:

1. Create Landing Pages for the Different Stages of the Sales Cycle

The same offers and content won’t be relevant to all your leads. Consider what someone who just discovered your company would be interested in reading. It probably isn’t the same content that would engage a lead who is closer to making a purchasing decision.

12-step-conversion-rehab

2. Gate Your Most Valuable Content

Want an easy way to generate more leads? Entice prospects with a whitepaper, case study, or eBook and require them to fill out a form to download the content.

3. Personalize

Create content that is centered around your target prospects’ main interests. One of the most important ways to do this is use conversational language rather than being overly formal.

4. A/B Test Everything

If you study your landing pages, you will likely to be able to find areas for improvement.

5. Adjust Your Call to Action

Your CTA needs to clearly tell visitors what’s in it for them.

6. Streamline Forms

Lead-generation forms are one of the most important elements on a landing page, but they can derail your efforts without optimization.

Test different aspects of the form, such as number of fields, placement, wording and the name of the asset for best results.

7. Support Multiple Buyer Preferences

 Include links to your blog or other relevant content to support the independent research process.

8. Remove the Navigation Bar

Streamlining the page can keep prospects focused.

9. Use Customer Testimonials

This creates a more personal connection with your brand and builds trust.

10. Organize Your Page for Conversions

All the aspects on the page need to have a clear connection to drive conversions.

via 10 B2B Landing Pages Tips That Convert.

Organic Search Drives 51% Of Traffic and Social Only 5%

A new BrightEdge study found organic search drives 51 percent of all visitors to B2B and B2C websites, trumping all other non-organic search channels, including paid search (10%) and social (5%).

Traffic Sources:BrightEdge went beyond breaking down traffic sources to examine how traffic is distributed by industry.According to the study, organic search traffic accounted for 73 percent of all traffic to business services site, more than a 20 percent jump from the 51 percent when evaluating organic search across all sites.The business services sector also received the least amount of traffic from display, email and referred compared to the other industries, gaining less than 20 percent of its traffic from the three sources combined.

Web Traffic Sources by Industry:When comparing the ratio of traffic to revenue, things equal out a bit more, with display, email and referred sources capturing a larger share of revenue than organic for the media and entertainment industry.

Revenue Per Traffic Source by Industry: 

Source: brightedge.com/resources/content-optimization

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Consumer Change Brings Ad Opportunities

The glaring changes that have taken place over the past six years are becoming ever more apparent every day within real estate as the industry continues its path of recovery.

One of the biggest changes that’s taken place is the shift from the desktop to mobile devices; no secret there of course, as tablet sales are growing 52 percent faster than PC sales ever did.

With that has come the giant mobile advertising opportunity, which continues to grow and which experts view as largely untapped.

As the market continues its recovery, everyone who works within it is forced to re-evaluate and adapt to the shifts that have occurred in both technology and consumer behavior due to the advances in technology,

Consumers have gone mobile, brokerages are changing how their offices are set up and designed, real estate agents operating in local markets not only need to be mobile, but need to engage consumers via mobile.

Mobile advertising and the gap between time and money spent on mobile will close over the coming years and the stats show will close quickly.

Via: Consumer Change Brings Beneficial Ad Opportunities for Agents

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Landing Page Fixes and Upgrades

Many companies find it easy to forget about the most important factor in almost any internet marketing campaign: their landing pages.AB-LPO-opportunity

Recent research from thousands of landing pages suggests that several relatively simple adjustments to existing landing pages can dramatically alter results.

Factors that offer the greatest improvement to almost all landing pages.

1. The Right Name for the Submit Button

Four different submit buttons were tested “Submit,” Free Consultation,” “Get Started” and “Next.”

  • Both “Next” and “Submit” clearly yielded the best results.

2. The Right Headline for Each Page

It is important to understand what truly motivates potential customers before introducing a headline. The best headlines are short, tell a story and offer a clear value proposition simultaneously. The end user needs to understand the page headline almost immediately in order to gain their attention.

3. Limited and Simple NavigationLanding pages with less navigation options tend to perform better. There has to be enough content for users to quickly identify what a specific company is all about.

4. Keep Selling Points Focused

Short selling points are more effective than lengthy prose.

5. Have the Right Hero Image

This image is an aesthetically pleasing and easy way to break up text to make blocks of content easier to read and remember. It is important to refine the image to optimize the user experience.

In general, people sell. Images of happy customers or personified brands are almost always more effective than logos or images that are overly product-oriented.

The Little Things that Drive Conversion Rates

via Top 5 Landing Page Fixes and Upgrades – SEMrush Blog.

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What is Bounce Rate

Bounce rate is the percentage of visits that go only one page before exiting a site.

These visitor actions will be identified as a bounce from your site and typically signal that the visitor’s expectations were not met.

  1. Clicks the back button
  2. Closes the browser
  3. Types a new URL
  4. Does nothing

There are times when a visit is identified as a bounce but it isn’t negative. For example, during a visit a user clicks on a link that brings the user to an external site.

  • Note that in Google Analytics, you can choose to have an outbound link that is tracked as event be an interaction or non-interaction event.
  • Single-page sites tend to have high bounce rates.
  • If you’re seeing a high bounce rate from a multiple-page site, check to see that you’ve added the tracking code to all your pages.

Bounce Rate Infographic

Google Analytics Benchmark Averages for Bounce Rate

  • 40-60% Content websites
  • 30-50% Lead generation sites
  • 70-98% Blogs
  • 20-40% Retail sites
  • 10-30% Service sites
  • 70-90% Landing pages

What is A/B Testing?

A/B testing is a simple way to test changes to your page against the current design and determine which ones produce positive results.

A/B testing is exactly what it sounds like: you have two versions of an element (A and B) and a metric that defines success. To determine which version is better, you subject both versions to experimentation simultaneously. In the end, you measure which version was more successful and select that version for real-world use.

AB-LPO-opportunity

A/B testing isn’t a buzz term. A lot of savvy marketers and designs are using it right now to gain insight into visitor behavior and to increase conversion rate. And yet A/B testing is still not as common as such Internet marketing subjects as SEO, Web analytics and usability. People just aren’t as aware of it. They don’t completely understand what it is or how it could benefit them or how they should use it.

It is a method to validate that any new design or change to an element on your webpage is improving your conversion rate before you make that change to your site code.

  • Testing takes the guesswork out of website optimization and enables data-backed decisions that shift business conversations from “we think” to “we know.”
  • By measuring the impact that changes have on your metrics such as sign-ups, downloads, purchases, or whatever else your goals may be, you can ensure that every change produces positive results.

Measured data speaks for itself. You have hunches about how site visitors will respond to certain design elements; A/B testing allows you to show visitors two versions of the same page and let them determine the winner.

Constantly testing and optimizing your page can increase sign-ups, leads, reservations and sales, while providing insight about visitors.