Ask MarketingSherpa: Balancing search engine optimization, conversion optimization and conversation

We frequently receive questions from our email subscribers asking marketing advice. Instead of hiding those answers in a one-to-one email communication, we occasionally publish edited excerpts of some of these conversations here on the MarketingSherpa blog so they can help other readers as well. If you have any questions, let us know.   Dear MarketingSherpa: My question is about balancing the SEO needs with the conversation needs, an issue when driving traffic through organic rankings. I think the issue I am struggling with is “the thing that a customer might search for is not what they want to buy.” I know how to rank any page for anything, and through your training, I am beginning to know how to think about a page that achieves its objectives. I think what I am struggling with is balancing the two and deciding what keywords to optimize the home page for when trying […]

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Ask MarketingSherpa: Value proposition layers versus communicating the value prop concisely

We frequently receive questions from our email subscribers asking marketing advice. Instead of hiding those answers in a one-to-one email communication, we occasionally publish edited excerpts of some of them here on the MarketingSherpa blog so they can help other readers as well. If you have any questions, let us know.   Dear MarketingSherpa: Thanks for the great resources. I have been in touch in the hopes of getting some direct support around our value proposition. We’ve taken insights from the Value Proposition course (and Flint’s new book) and redesigned our site (note, we haven’t yet implemented these new designs). Is it common to present the value proposition in layers or should it be communicated more concisely? How early in the user journey should the value proposition be presented? Is it typically done on the homepage? Do you have examples of companies successfully implementing the value proposition in this way? […]

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Email Testing: 7 tips from your peers for email conversion optimization

We recently asked the MarketingSherpa audience for tips on running effective email tests. Here are a few of the most helpful responses to consider as you start to develop an email testing program. Tip #1: Start with send time and subject line testing “Testing and measuring open rate data for send times and subject lines is the best place to start. Once the open rates increase, you can work on the messaging to improve email engagement and conversions.” – Markelle Harden, Content Marketing Specialist, Classy Inbound Tip #2: The language of your best customer “Subject line tests are an incredible way to drill down into the language of your best customer and we use this to directly influence the rest of the offer.” – Al Simon Tip #3: Don’t overlook the landing page “Landing page tests are especially important and often overlooked. The more seamless the experience leading to the […]

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