How to Generate Sales by Triggering an Emotional Response from Your Customers

Emotions drive our lives. Whether you recognize it or not, you feel a wide range of emotions on a daily basis. You might even be feeling some emotions right now as you’re reading this. The word emotion is defined by an instinctive state of mind as a reflection of mood, circumstances, relationships, knowledge, or reasoning. Sometimes emotions can cause erratic behavior, depending on the circumstances. Other times, emotions can make people do great things. If someone is feeling inspired, they may create something that changes their life and the lives of people around them for the better. As a marketer, you need to find ways to put yourself into the minds of the consumer. You should be doing things like developing a customer persona to improve your conversion rates. Once you can understand how people think, you can use that information to your advantage. Marketers that know how to leverage […]

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How to Use A/B Testing to Experiment with These 13 Elements of Your Website

You’ve done a great job of finding new ways to drive more traffic to your website. But if that traffic isn’t translating into conversions, you’ve still got plenty of work to do. I see this common misconception in my consulting work all the time. Businesses spend much time and effort trying to improve their organic SEO while simultaneously running PPC campaigns to get more website visitors. There’s nothing wrong with this strategy, but increasing site traffic isn’t the only metric that matters. You also need to focus on how visitors behave after landing on your pages. Are they converting? If not, that traffic isn’t translating to dollars. That’s why you need to learn how to use continuous A/B testing to increase conversions. These experiments will help give you a better understanding of how to optimize certain design elements of your website. Subtle changes can make a major impact on getting […]

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How to Increase Your Brand Exposure in 2018 with Public Relations

How are you managing the reputation of your company? If you are struggling to find an answer to this question, you may need to re-evaluate your strategy moving forward. There are certain aspects of your brand’s reputation you have control over, e.g., the way you distribute content through your marketing channels and use website elements to add credibility to your website. But a news story or a review of your product on a third-party site can be out of your hands. Your public relations strategy encompasses all these scenarios. Public relations, or PR, can help expose your business to new audiences. Simply put, public relations is how businesses communicate with people. There’s a common misconception about PR. Many business owners I work with don’t have a PR strategy. They believe it’s only for companies that made a mistake, needing to run PR campaigns to issue apologies or make their businesses look […]

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How B2B Audiences Engage with Business Content Online

As a B2B company, you need to learn how to properly market your brand to the right audience. That’s because your target market doesn’t consume content the same way as the average consumer does. Following the habits and trends of a typical consumer won’t help you. This is especially important for businesses operating as B2B as well as B2C companies. You need to be able to segment your content for each audience. If your company is strictly a B2B operation, the content creation process should be even easier for you. You won’t have to worry about consumer content at all. But regardless of your situation, to do this effectively, you need to understand how B2B audiences engage with content. Then, you can adjust your B2B marketing strategy accordingly to reach these people. The majority of B2B marketers believe that their content marketing strategy is still in the early stages. Further, 91% of […]

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Use These 10 Tools to Enhance Your Instagram Post Conversions

Your business needs to have an active presence on Instagram. With more than 1 billion active monthly users, Instagram is officially the fastest growing social media network. According to Sprout Social, 71% of businesses in the United States are using Instagram for marketing. By now, I hope you have your profile set up and are taking steps to get more followers. Once you’ve done that, you can convert your social media followers into customers. You need to prioritize conversions. But to do this, you need to find the best ways to improve your engagement rates on your Instagram posts. You have to understand how users consume content on this platform. They’re scrolling through their news feeds. Each day, 95 million pictures and videos are shared on Instagram. If your posts aren’t jumping out at your followers, they will scroll right past them. You won’t be able to get conversions this way. It’s […]

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The Top 13 Tools to Use for A/B Testing

To have a successful website, you need to find ways to maximize your conversions. Right now, you might think the layout of your site has an optimal design, but how can you know for sure? The only way to figure this out is to test it. This isn’t something you just do once and forget about it. You need to learn how to use continuous A/B testing to increase your conversions. These tests are a great opportunity for you to make design choices that ultimately result in revenue. Subtle changes, e.g., moving your CTA button or changing the color scheme on your site, can make a huge difference. In the past, I’ve explained everything you need to know before you start A/B testing. But now I want to take that concept one step further. I’ll show you the best tools for you to use for A/B testing. That’s because these […]

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How to Improve Your Online Reputation

Things happen. You made a mistake and did something that damaged your reputation. Maybe you said something that people took as offensive. Or maybe your social media manager tweeted something inappropriate. The delete button doesn’t erase things from someone’s memory. Or maybe your company was the victim of a credit card breach that impacted your customers. In this case, it’ll be tough for you to get your customers to recommend your brand to others. But just because you had a slip-up doesn’t mean your company is doomed forever. There are steps you can take and changes you can make that will improve your reputation online. That said, this guide isn’t just for brands with a bad reputation. Those of you who have a new company with no reputation will need help building your reputation from scratch. Some of you have been in business for a while and don’t even realize […]

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How to Avoid Stale Content with These 21 Ideas for Your Upcoming Social Media Posts

Social media has changed the way we live. As marketers, we need to recognize how our current and prospective customers are utilizing these platforms and use that knowledge to our advantage. Ultimately, you want to be able to convert your social media followers into customers. But this is much easier said than done. Sure, you were able to get people to follow your profiles initially. That’s a great first step. However, if you can’t post engaging content, your followers will get bored and won’t convert. They may even decide to unfollow your accounts. In fact, a recent study from Sprout Social suggests that 41% of people unfollow a brand on social media because they feel the information isn’t relevant to them. And 46% of users unfollow a brand because it posts too much, while 18% of people unfollow a brand because it doesn’t post enough. You don’t want to fall into […]

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How to Communicate with Your Customers Effectively on All Your Distribution Channels

As a business owner, you need to communicate with many people on a daily basis. You’re used to delegating tasks to your employees and dealing with merchants, accountants, lawyers, bankers, and everyone else who makes your operation possible. Communication skills are also important in your personal life. You need to manage the relationships with your family and friends while running a company at the same time. But how well are you communicating with your customers? Effective customer communication is the backbone of your business. Your ability to communicate can make or break your marketing campaigns and determine whether you can optimize the customer experience. You could have a great product, service, or promotion, but if you can’t communicate these things to your customers, your business could struggle. The Internet has made it possible for brands and consumers to contact each other from virtually anywhere at any time. You need to […]

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12 Marketing Skills You Need to Survive in the Age of AI

The time has finally arrived. We’re living in the era of artificial intelligence. It sounds crazy, right? To the average person, artificial intelligence doesn’t seem like a reality of our everyday lives. They associate AI with movies when robots take over the world. While we’re not quite at that point, artificial intelligence is very real. From a marketing perspective, we need to recognize this reality and plan accordingly. In fact, artificial intelligence ranked high on my list of the top marketing trends to look for in 2018. As we reach the final quarter of the year, this prediction has held true. If you are unfamiliar with AI, let me explain. By definition, artificial intelligence is the ability for computers to perform tasks that would ordinarily require human intelligence. Some examples of these tasks include: language translation visual perception ability to make decisions speech recognition While we may be ready for […]

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10 Ways Machine Learning Is Reshaping Marketing

Advancements in technology are constantly changing our world. This is no secret. As a marketer, you need to have a better understanding of this technology that goes far beyond the latest smartphone release. If you recall, artificial intelligence made my list of the top marketing trends to look for in 2018. While artificial intelligence and machine learning are often used interchangeably, they are not the same. Basically, artificial intelligence has a broader meaning. It’s the idea that machines and computers can complete tasks normally requiring human intelligence. Machine learning is a branch of AI, and it automates model building for data analysis. The concept behind machine learning is that a computer can learn from the data it analyzes by identifying patterns. Ultimately, this technology can make decisions without humans. What does this mean for marketers? I know some of you might be thinking you’re not currently using this technology, so […]

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How to Become Profitable with Instagram Ads

I’m sure by now you recognize the importance of staying active on social media to promote your business. Your Instagram marketing campaigns need to be a priority. If you’re not using Instagram to reach your customers, there is a good chance your competitors are doing so. In fact, more than 70% of businesses in the United States are using Instagram. Furthermore, 70% of hashtags on this platform are branded. That’s why it’s so important for you to leverage your Instagram profile to connect with your current customers and target prospective consumers as well. Believe it or not, consumers want to interact with brands on social media. We know that 80% of Instagram accounts follow at least one business profile. If you’re getting lots of followers, that’s great. However, you need to learn how to convert your social media followers into customers, or your efforts won’t pay off. But what about the consumers who […]

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13 Marketing Tips SEOs Can Learn From PPC Managers

As an SEO expert, you know what it takes to get your content ranked high in search engine results. Depending on how good you are at SEO, sometimes the only results displayed higher than yours are those from PPC campaigns. SEO and PPC are considered to be two very different marketing approaches. But these strategies are more similar than you think. The biggest difference between SEO and PPC is you’re paying for your PPC campaigns, as the name implies. Driving organic traffic to your website with SEO is free. While keywords are obviously important to PPC managers, they don’t need to focus on search engine optimization as much because they’re bidding on those keywords. If they’re willing to pay enough, their search engine ads can generate hits and clicks, even if their headlines aren’t extremely SEO friendly. Using SEO to drive website traffic is much more competitive. To gain an advantage over […]

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How to Increase Your Ecommerce Product Sales with Shoppable Posts on Instagram

How often do people visit your website? To be a successful ecommerce shop, you need to rely on website traffic that leads to conversions. That said, the same people probably aren’t navigating to your website every day. Even your most loyal customers don’t have a reason to visit your site on a daily basis. You can’t blame them for this. How often do you buy something online? According to a recent study about online shopping in the US, 40% of consumers buy products or services from the Internet multiple times per month, and 20% of consumers buy on a weekly basis. While these numbers are encouraging, you can’t rely on your ecommerce website alone to generate sales based on those statistics. You need to use other platforms to sell your products. It makes sense to take advantage of networks consumers are using on a daily basis. You can increase your […]

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How to Use Lifetime Value to Create a Facebook Audience That Actually Converts

To survive and stay relevant in the modern era, your business needs to have an active presence on social media. When it comes to social networks, Facebook is king. As of June 2018, the platform had more than 1.47 billion daily active users and 2.23 billion monthly active users. Over 60 million businesses have Facebook profiles. Those companies are doing much more than just posting content to their timelines. The vast majority of these businesses are paying for ads. In fact, 93% of marketers take advantage of Facebook advertising on a regular basis. If you’re active on Facebook but not running ads, you might fall behind the competition. In a perfect world, you’d be converting your social media followers into customers. That’s the reason you’re in business, right? But some of you may have struggled with this. If you ran Facebook ads in the past and didn’t get the results you […]

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What to Expect in the Future

Augmented reality. It sounds like a term that should be used to describe a science fiction movie. But augmented reality (AR) has become a force to be reckoned with in 2018. By definition, AR uses technology to superimpose computer-generated visuals on the user’s view of their real-world surroundings, which creates a composite view. It sounds a bit complicated, but as you’ll see shortly, it’s actually a pretty basic concept you might be familiar with. Although this technology is seemingly still in its infant stages, as marketers, we need to keep a close eye on how augmented reality can affect our brands. The most successful businesses stay informed on the top marketing trends each year. AR is a topic that needs to be on your radar. You need to take AR into consideration when devising your search engine optimization strategy. SEO and AR? Yes, on the surface these two ideas may […]

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How to Generate Leads with PPC Campaigns for Your B2B Company

B2B brands need to use a marketing strategy different from that of B2C brands. Some of you may operate as a B2B and B2C company. In this case, you may have already implemented some of the most effective ways to generate leads for your business on the B2C side. However, not all of these strategies will work if you’re targeting other businesses. Whether your business is run as a B2B operation exclusively or as a blend of B2B and B2C, you can use PPC campaigns to scale lead generation. If you don’t know this tactic, PPC stands for “pay-per-click.” This term is also referred to as CPC, or cost per click. The concept of PPC is very simple. Advertisers pay a publisher or search engine when their advertisements are clicked. Publishers typically charge a fixed amount per click for ads placed on their websites. With search engines, brands bid on relevant […]

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How to Improve Your Click Through Rates with Emojis

Whether you love them or hate them, emojis have become part of our lives and our digital culture. The first emoji was created nearly 20 years ago in Japan. But today, the use of these tiny, animated faces and characters has drastically evolved. They have become so popular that July 17th has been officially named World Emoji Day. It’s a fitting date. Apple users may recognize July 17th from the calendar emoji. Origins and history aside, the fact remains that emojis have become a dominating mobile trend. As marketers, we need to understand this trend and apply it in our businesses. People have full conversations using emojis. Some emojis are even used as a type of slang. Depending on the country you’re in, some emojis are used to imply things other than what the creators intended. For example, some innocent pieces of food are commonly used to represent parts of the […]

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How to Generate More Profits by Focusing on Your Pricing Strategy

You can tell a lot about a business by how it sets its prices. Psychologically, consumers are programmed to behave a certain way when they see the price of a product or service. Your pricing strategy can control the entire perception of your brand. It’s similar to the way different color schemes can impact sales on your website. Whether you realize it or not, I’m sure you think the same way when you’re shopping. If you see the same item listed for $5 at one store and $50 at another, which option would you say has higher quality? The more expensive one. However, even though one store is selling products at a higher price point, it doesn’t mean their quality is superior to that of the products from the store with bargain prices. It’s all about perception. Don’t blindly price your items. You need to have a reason and a strategy […]

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How to Generate Recurring Sales by Implementing Subscriptions

Every business needs to come up with creative ways to drive sales. Sure, you may be doing well today, but how are you planning on making money tomorrow? What about next month or next year? Whether your company sells a physical product or offers a service, the subscription business model is something that you should consider using to generate recurring sales. Historically, implementing a subscription business model has proven to be highly profitable. In the last five years, this model has grown by more than 100%. Businesses that know how to offer valuable subscriptions end up with extremely loyal customers, which is why it’s such an effective customer retention strategy. Even ecommerce brands have been using subscriptions to drive sales. That’s because the consumer market has accepted this model, causing it to grow in popularity over the last year. Once you’re able to get customers to pay for a subscription, you’ll […]

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