Your Sales Funnel is a Sieve: Here’s How to Plug the Holes

“They went to sea in a Sieve, they did,    In a Sieve they went to sea: In spite of all their friends could say, On a winter’s morn, on a stormy day,    In a Sieve they went to sea! And when the Sieve turned round and round, And every one cried, ‘You’ll all be drowned!’ They called aloud, ‘Our Sieve ain’t big, But we don’t care a button! we don’t care a fig!    In a Sieve we’ll go to sea!’       Far and few, far and few,          Are the lands where the Jumblies live;       Their heads are green, and their hands are blue,          And they went to sea in a Sieve.” Are you a sales Jumblie? I bet you are! Here are a few ways to fix that Sales Sieve of yours before you drown in the sea. 1. Where Are the Holes? In […]

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5 Ways to Make More Money with Your Next Webinar

Webinars are still one of the best ways to build a mailing, engage with a live audience, and convert users into sales. While we aren’t seeing the massive influx of webinars everywhere like we were a couple of years ago, they are still being used by some of the top marketers and brands in the world today. However, running a webinar and being able to make a full-time living off them are two completely different things. If you want to find success with online marketing and running webinars of your own, you need to use all of the same webinar services and methods the big players are using. By implementing the following five tips for your next webinar and marketing efforts, there is no doubt you will see improved engagement, conversions, and ROI across the board. 1 – Create ONE Really Great Webinar and Use it Over and Over Again […]

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8 Web Design Tips That Will Drive Your Customers Crazy (in a Good Way)

So, you think you can just throw up an ad-hoc web store and call it good, huh? Just use a generic template. Put up a few product pages. You’ll be golden, right? I didn’t think so. You wouldn’t be here if that were the case. Building an e-commerce website is like learning to ride a bike. You need training wheels at first, but you will eventually want to do it on your own. You’ll need some help getting there. Most of the people who visit your site aren’t going to buy immediately. You’ve gotta lead them by the hand to the sale. And sometimes they will run away no matter what. Here are ten ways to design your e-commerce store that will help customers get to the shopping cart. 1. Color Matters More Than You Think What’s the difference between red and green? Stop signs, stop lights, all use universal […]

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5 Tips for Building a Sales Team

I’m taking a short break from my super popular As the Search Engine Turns story to bring you a piece on sales. Don’t worry, ATSET will be back soon. Whether you’ve got a mediocre or sub-par sales team on your hands or are in charge of building a brand new one from scratch, you’re going to need some help and some patience. According to SalesForce, 79% of marketing leads never convert into a sale. This is a problem. Why are these conversions not happening? There could be miscommunication between the marketing and the sales departments or one of those departments could just be dropping the ball. To make sure it isn’t your sales team that’s responsible, check out our checklist. 1. Watch Out For Toxicity Negativity breeds negativity. You need to either fix it or remove it completely. Toxic employees, if allowed to fester, will poison the minds of other […]

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If Your User Experience Sux So Will Your Conversion Rate

I once got to be part of a user experience test. My friend was in grad school and he and his colleagues had created a simple game programming tool. It was one of the most confusing pieces of software I’ve ever touched. I found out later, they’d created a problematic piece of software on purpose. They were testing a user experience testing process. The whole thing was quite meta. But if this had been a real product, they’d have made zero money. Why? Because while the concept was great (ready-made game elements you simply drag and drop), the user experience sucked. You won’t make money with your website either if your user experience sucks. Here are a few ways to optimize your website for the best user experience. 1. Start With Loading Speed The Doherty Threshold states that if a computer takes longer than 400 milliseconds to respond, users would […]

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Three Guaranteed Ways to Boost Your Mobile eCommerce Conversion Rates

In 2017, Black Friday and Cyber Monday Shopify alone saw a 10% increase in mobile sales and 67% of sales were mobile sales. If you haven’t figured it out by now, mobile trumps desktop use by two-thirds. Are you targeting the majority? If not, you’d better get on board this very second. Every moment you spend keeping a non-mobile-friendly e-commerce site alive is dollars lost. Even if you’re just turning the page and reconfiguring your e-commerce site, you can benefit from these five e-commerce conversion-boosting tips. 1. Does It Pass the Five-Second Test? A handshake takes a mere second to accomplish. One study in 2011 showed that if you have a weak handshake, you appear overly passive to anyone you meet. One second could equal a lasting impression in social situations. Fortunately, as an e-commerce guru, you have 5x more time to make an impression on your leads. That’s only […]

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Advanced SEO Techniques to Take Your Blog to the Next Level

Recently, during my conversations with people online, it’s been more and more common to stop and say “Google break!” We only resume once we’ve filled our conversational knowledge gaps. It’s really not surprising, then, that the two top activities online are search and e-mail. Facebook is losing out majorly on popularity. And the rest of the things you can do on the internet probably share the pie in increments. Some try to declare every year that SEO is dead. But as long as “Googling” remains one of the top activities on the internet, companies, and websites will vie for the top spot in various search strings. If you’ve done the SEO basics, it’s time to take your website to the next level. Here are a few advanced SEO techniques. 1. Bring Your Website into the 21st Century With Mobile Friendly Design Mobile search has now outstripped desktop search in ten countries including the […]

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Value Gulfs: Making sure there is differentiated product value when marketing upgrades and upsells

A unique value proposition in the marketplace is essential for sustainable marketing success. You must differentiate the value your product offers from what competitors offer. That is Marketing 101 (which certainly doesn’t always mean it’s done well or at all). However, when you offer product tiers, it is important to differentiate value as well. In this case, you are differentiating value between product offerings from your own company. This is a concept I call “value gulfs” and introduced recently in the article Marketing Chart: Biggest challenges to growing membership. Since that article was already 2,070 words, it wasn’t the right place to expand on the concept. So let’s do so know in this MarketingSherpa blog post. When value gulfs are necessary You need to leverage value gulfs in your product offers when you are selling products using a tiered cost structure. Some examples include: A freemium business model Free trial marketing strategy Premium […]

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How to Fix 5 Conversion-Killing Copywriting Mistakes

A sales page lies at the end of the conversion path. When a prospect arrives on that page, it’s the result of a lot of planning and hard work. So the next part really sucks. Because most of those visitors will leave the page without buying anything. Fortunately — a small silver lining — there are ways to reduce the number of leavers. Some of those people leave as a result of totally avoidable mistakes we’ve made when writing the sales page. Let’s go through five of these mistakes, one by one, and figure out how to correct them. Conversion Killer #1: You write to the wrong person Sometimes this means you’re writing to totally the wrong person. For example, if you’re selling a family car, you might assume you should be writing to “dad.” But you’re not taking into consideration a recent study that shows 82 percent of moms […]

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Ethical Marketing in an Age of Creeps

The phrase “ethical marketing” has always struck some folks as an oxymoron. Isn’t “marketing” just another word for lying, deceiving, and manipulating someone into buying a product or service? Yeah, no. There have always been plenty of good folks in the selling and marketing game. They just tend to be a little less noticeable than ones who rely on high pressure, tricks, or downright deception. On Monday this week, Stefanie Flaxman shared five real-world examples of marketing that’s helpful and useful, not sleazy. On Tuesday, Stefanie helped uncover your version of “autosave” — the genuinely beneficial difference in your business that makes life a ton better for your clients or customers. If you don’t know what that is yet, it’s a great time to start figuring that out. And on Wednesday, Brian Clark revealed that we’re on the cusp of a big shift in digital marketing and sales — one […]

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Web Personalization: The Future of Digital Marketing and Sales Is Now

In the beginning, the business website was a mere brochure. Low value, low shareability, low findability. Around 2005, a big shift happened thanks to content. Cutting-edge business websites became educational resources with valuable content that ranked well in search engines and benefited from the sharing functionality of emerging social media. Soon, “cutting edge” became the expected norm due to the content marketing revolution. Low-value brochure sites became invisible to search and social, and quickly abandoned by visitors who managed to come across them. We’re on the cusp of another big shift. One that will quickly become the expected norm for all websites, and yet will again provide a huge competitive advantage to early adopters. In other words, the concept of what a website should be has changed dramatically once again. Here’s how to get a jump on it. Personalization Will Transform Your Business There are still, without doubt, huge benefits […]

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