Tag: Conversion Traffic

Posted on

The Secret To Understanding Why People Buy

The secret to “knowing why” is powerful. In fact, for the most part, sales and engagement are strongly driven by knowing the “why”.

Scientific Marketing

The Secret To Scientific Marketing

We’re creatures of habit and studies of human nature strongly suggests that some people still replace unknowns with what they “feel” sounds right to them, rather than accept that it is just unknown. The anxiety of the unknown drives our feelings-centre in our brains and this is why some people say, “I feel [whatever].” when looking to make a decision about what the choose to believe. It is well-known amongst the scientific community that in human nature, we replace info, logic and reason (a.k.a. research and facts) with the info that may not be correct.

I mention all this as this is not psychological, but biological. Our brain has regions that do certain & specific things. One region, the NeoCortex, only understands info, logic and reason; it has zero emotional capacity. Another region, the AlloCortex (a part of the brain’s limbic system) has zero capacity for info, logic and reason and only understand emotions; this is why we use the verbiage “feel” when describing why we did something. “…I felt it was right…”, “…this purchase feels right…”, “…no thanks, that does not feel right…”, etc.

And while our NeoCortex can influence our actions, 100% of all decisions are from the limbic system or predominantly, the AlloCortex region.

I have covered this before but in this post-factual world — whether you are dealing with the politics of a debate on social media or a marketing campaign — it is important to know the secret of what will influence and eventually convert a person to engage you.

The Secret Of Target-Awareness In Marketing

Funnel Timing ThumbA place to start (always) is understanding the awareness of your target audience. Awareness is key to producing the right message at the right time, as without your target knowing that they have a problem, your solution holds zero value. This holds true for every stage of the awareness funnel.

In that awareness-funnel, there are five stages, the last being that your target is ready to buy from you. Those stages are:

  1. Not Aware
  2. Problem-Aware
  3. Solution-Aware
  4. Provider Aware
  5. Fully Aware

If you want to learn more about how to create conversion-driven copy for your marketing collateral or website, sign up for my limited-time complimentary one-on-one “Start Your 2019 Marketing Off Right Master Class”. This offering is only being offered in January this year, so hurry as there is less than 30-days to go!  Reserve your time slot here!

Posted on

Top 5 Ways Marketing Professionals Help Your Business

Here Is Another Top 5 List To Help Your Business Grow!

Marketing ProfessionalsOkay, this will be a bold statement: “Marketing professionals are the unsung heroes of the business world.” There I said it. There is no glory, no fanfare, and no one — for the most part — understands what we do to help their business.

I am hoping to change some of that with this post!

So, Why Do Marketing Professionals So Often Get Ignored?

Marketing Professionals Know No Customers Equals No BusinessIn today’s world, the act of marketing often gets confused with sales, and while the act of sales is important and ultimately the end result, they are two very different methodologies.

Many businesses operate based on “sales-out-the-door” — and they should — as, without sales, there would be no business. However, what is driving the lead conversions to the sales team is the creative methodologies of your marketing team.

That all said, here in the information age — as it has been for hundreds of years before — the way business marketing is done can be the difference between success and failure in bringing in quality prospects to whom to sell your service or widget.

Marketing Professionals Feeling Ignored

Marketing Professionals Know That It Has Always Been This Way!

In fact, today’s funnel has been completely flipped on its head, finally giving validity to the power of not only the deliverance of leads but the deliverance of good, qualified leads that allow you to close the sales process faster.

That said, the biggest fault has also fallen upon the shoulders of your marketing team.

“A salesman’s mistake may cost little. An advertiser’s mistake may cost a thousand times that much. Be more cautious, more exacting, therefore. A mediocre salesman may affect a small part of your trade. Mediocre advertising affects all of your trade.” ~ Claude Hopkins in Scientific Marketing

Marketing Professionals - New Marketing Funnel
Click For Larger Image

Today’s purchasing funnel is now 75% marketing and 25% sales, whereas even as recent as 15 years ago — circa 2002 — ‘sales’ was the dominant focus to drive business at 60% sales and 40% marketing.

Here is my Top-5 list for how we marketing professionals can help your business.

#1 – We Know Why People Make Decisions…

Trendsetters like Claude Hopkins or Simon Sinek know that when you market to the “emotional-why”, you are marketing directly to the part of the brain that makes a decision. This ‘direct response marketing’ methodology is used by 100% of today’s successful businesses such as Apple, Inc..

#2 – We Focus On The Perspective Of The Buyer…

There have been many times when I have seen marketing that is all about the features. Unfortunately, it is little about the benefit. You have the best widget or service, or you claim to have a low price, you may even claim to have all the right colours & all the right sizes — and within your message, it was forgotten that all the prospective buyer wants to know is how you will solve their problem or fix their need. Remember, benefits sell; features don’t!

#3 – We Deliver Better, More Qualified Leads…

The shorter the cycle, the faster you can grow. Good marketers deliver leads to your business. The ones that are qualified can then be given an offer from the sales team. Quite often businesses have their sales teams out there trying to market, but they do it like salespeople. Some will be successful, but the majority will falter. Today’s discerning customer has more direct access to your competition, and the bigger the impact, the deeper the relationship must be! Simply, driving better/more qualified leads to your sales team will bring in your profits faster.

#4 – Brand Continuity…

All us marketers say that consistency is important, but “why” is it important? Brand continuity affects what people think about your company. People are emotionally driven to buy and as such, an inconsistent brand will not drive confidence. The more consistent your messaging, the more consistent your branding — whether via words, design, offerings or perspective. That’s why it’s so important to develop standards for brand consistency in your business.

#5 – We Are Professionals At Showing Value…

Price is often pitched as value and just as often, they are not related. There are two aspects to the definition of value: ‘desired value’ and ‘perceived value’. Desired value refers to what customers desire in a product or service. Perceived value is the benefit that a customer believes he or she received from a product after it was purchased. One-hundred percent of all generated value is delivered by your marketing team before they even talk to a salesperson.

And there you have it.  If you found value in this post, please share it.

Are you looking for some quick insight and/or need some help? Phone calls are always free. Call Toll-Free throughout North America 1-888-502-3523

Posted on

Conversion Traffic: The Top 10 Ways To Get Better Results

So you have visitors and it is just not converting; maybe you are simply not driving the right conversion traffic!

Conversion Traffic“Getting traffic to your website is great, but if that traffic doesn’t convert, it’s almost useless.” ~ Jayson DeMers — Founder and CEO, AudienceBloom

Keeping Up-To-Date On Conversion Traffic ‘Best Practices’  Is Not Easy!

It is essentially true that technology has a six-week cycle and that new ideas are expanding at a rate that is nearly impossible to keep up with without doing continual research.

Traffic Conversion

This week in doing such research specifically on Conversion Traffic, I came upon a great 2015 blog post by Jason DeMers, the Founder | CEO of AudienceBloom, a Seattle-based SEO agency. He’s the author of the ebook, “The Definitive Guide to Marketing Your Business Online”. In his post, he has listed the top thirty-nine best practices for increasing your conversion traffic in “39 Quick Ways to Increase Your Website’s Conversion Rate“.

And while his post is now a few years old, many points on that list cannot be improved upon. So in an effort to inform you — while still maintaining some level of brevity —I will list myTop-10 from his list. So with full credit to Jason for creating this, here are my choices from his list of thirty-nine:

1. Include as few fields as possible.

When asking for information in an email opt-in form, ask for as little information as necessary. Here’s an example of how using one additional form field decreased conversions by 11 percent.

2. Add a guarantee.

Include a no-questions-asked refund policy on all purchases. This reduces risk, and increased sales will usually more than make-up for any returns.

3. Use tangible action verbs.

When testing out different calls to action, try using action language that spurs visitors to take action (for example, “grab yours,” “reserve your seat”)

4. Use testimonials.

Testimonials reduce risk and provide social proof. Use them on product landing pages as well as on your email opt-in landing page.

5. Clearly-state the benefits of your product or service.

Listing the features of your product is important, but it’s even more important to tell potential customers exactly how your product will help them or solve their problem.

6. Pay careful attention to your headline.

Your headline is perhaps the single most important element of your landing page. Brainstorm at least 10 possibilities before choosing the strongest one.

7. Keep conversion elements above the fold.

Opt-in boxes and other conversion elements should be above the fold for optimal results.

8. Use video to humanize your brand.

Include a simple video on landing pages to show there’s a real person behind your brand.

9. Create dedicated landing pages for pay-per-click ads.

If you’re using AdWords or another form of PPC ads, be sure to send these visitors to a dedicated landing page (not your home page!).

10. Incorporate strong calls to action (CTAs) into every piece of content on your site.

Let your readers know exactly what you want them to do next, whether that’s click a button, read a blog post or fill out a form.

If this interested you, connect with me on FB to keep up with all my shares & insights or subscribe to my feed or subscribe to blog.

Proudly powered by WordPress
error: Our content is protected — stealing is a crime — you are being watched!!