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Facebook updates for lead generation and how you can react

Leads generated via social media and content marketing costs 61% less than a traditional lead.

 

Facebook changes and how to react

In this post we’ll talk about what a good social media strategy looks like on Facebook and some actionable tips that you can execute on to be sure your getting the most out of the platform.

 Leads generated via social media and content marketing costs 61% less than a traditional lead.

How can you best utilize Facebook so that the platform is working for you as a piece of your lead generation strategy?

1) Star Rating

Facebook now has a rating system similar to Yelp. Users can rate your business from 1-5 and write a comment. Facebook now has placed this rating right under your companies name.

Why is this important?

This is a useful way for prospects to measure customer satisfaction beyond the likes. Use both online and offline calls to actions to get people to leave a review for the business.

How to use it:

  • Focus on the quality of your business and customer satisfaction. If someone is unpleasant either offline or on, be attentive and the rest will take care of itself.
  • Users can find options to review your company on the right column of your business page underneath the “invite your friends to like this page” module. Here are Facebook’s step by step instructions
  • Whatever you do DON’T tell your employees or friends to leave you fake reviews, this will look horrible for your business as searchers ( that’s me and you!)! are now very good at identifying phony reviews.

 

2) Social Graph Search

Social Graph Search now pulls from status updates, photos, check-ins and comments across Facebook.

Why is it important?

This opens up a flood of opportunities for marketers, the biggest being able to monitor Facebook posts about events or promotions. In the past, searching for “Your favorite TV show” would show you related brand or fan created pages……now you can see the actual public conversations just as you would on Twitter. So tracking brand mentions and also giving you opportunities to create awesome content based on what your customers and prospects are saying. Right from the sources mouths.

Actions to take:

  • Fill out ALL of your profile information. Pay attention to your business’s hours, address, name and category as these are all options users can search for.
  • In the about section of your profile, use relevant keywords that best describes your business’s products or services which will help optimize your ranking and help you get found, similar to Google.
  • Run searches yourself to see what is being discussed so that you can come up with content ideas and simply survey the competitive landscape.

3) Clickable Hashtags

Hashtags have no doubt grown in popularity over the past year. From hearing them on The Tonight Show to hearing your friends drop the phrase in person, take advantage of them on Facebook.

Why is it important?

Since these are clickable, you want to use a keyword that best describes the content. Clicking on the hastag is like searching for that keyword, content that is similiar and uses the same hastag will show up in the results. You can increase your audience by publishing informative content that is relevant to a pre existing hashtag. People will naturally find you. You should monitor terms relevant to your business so that you have an opportunity to join the conversation.

Actions to take:

  • Put the hashtags in the actual description of the post.
  • Look for hashtags that are popular and relevant to your business

 

4) Facebook Replies

Facebook replices allows you to comment directly underneath another comment.

Why is this important?

Use this opportunity to engage directly with your prospects and customers. This will help you customize your responses to the situation and nurture those people who are may still be at the top of the funnel in their buyers journey.

Actions to take:

  • Encourage conversation  between your fans and visitors.  Try building a community.
  • Respond directly to visitors or leads with the right message.

5) Trending Topics

Trending topics kind of like hashtags, will show you what is the most popular topics being discussed. This can be anything from Billy Ray Cyrus to a major sporting event.

Why is this important?

This gives you another way to understand if what is trending has any tie in to your business. If your business is relevant to what is trending, then join the conversation, create some content and get yourself found!

Actions to take:

  • If the trending topic is relevant to your business, hop in and join the conversation…or create content that is can give your business some exposure.
  • Participate in trending topics that your business can relate too.

 










5 Top Lead Generation Blogs

This list of 5 top lead generation blogs is in no particular order and  is only part of a larger list that I have accumulated. These websites do share some great advice and strategies on how to generate more leads online. So lets check them out.

Lead generation is an incredibly important part of the marketing process.  In order to continually make  and increase sales, you will need to know how to generate leads by capturing interest in a particular product or service.

This can be done through numerous channels, which have evolved over the years and especially through digital channels like email and social media techniques. The below list of websites can help you get some ideas on how to generate leads for your business.

5 lead generation websites

 

How to Generate Leads:

As previously stated there are a number of different ways to generate inbound and outbound leads.  Those that want to see all the different options available, should review some of the great marketing resources that are at your disposal.

Below is a list of what we consider to be the top blog sites dedicated to marketing and lead generation.

Brafton provides insights on content for blogs and video blogs.

 

This blog showcases new tools to communicate effectively with potential prospects and leads.

 

Their blog features interesting marketing and lead generation information, they have a number informative newsletters you can sign up for and you can search for additional services by topic.

 

They offer a wide range of insights on how to generate leads and are experts in lead generation.

 

Forrester’s blog often features stories on what key leading businesses did to generate leads.









 

What call to action phrases generate the most clicks?

How do you write your call to action phrases?

This is a question that I always ask myself and hear all the time from customers at my day job too. Bottom line: Clarity Trumps Persuasion. 

Marketers tend to fall into the creative type and this can actually HURT them when it comes to creating effective calls-to-actions. The end goal is to GET THEM TO CLICK!

Be crystal clear about what offer is in your CTA. If you are offering something specific, then be specific. “Click here for your free Consultation/Guide/Quote whatever it is tell the visitor what they can expect if they click.  If you are hosting a free webinar, say ” Register for our FREE webinar on X”.  X should clearly convey a compelling benefit for the visitor in receiving the offer.

 

In the below example, the call to action “start free trial” is very clear as to what you will be doing once you click. They also include an image along with clearly conveying the benefits the visitor will get by starting a free trial in the supporting text.

 

 

 

call to action phrase

 

In summary, your call to action phrases should very clear, very concise and should convey exactly what the visitor should expect. Stick with phrases that make the visitor take action and avoid being to creative with your copy…this will only add confusion which wont get you the click!

Lastly, it is always a best practice to test test test, optimize optimize optimize. Call to action phrases that work great for one website may not translate to the same results for yours. That’s why it is important to test your call to actions to understand what is working. We’ll review in later posts how you can test your calls to action.










 

Where should you put your CTA’s?

Your Calls to Action placement is very very important. It’s actually an element of your website that you should be testing constantly to learn what works best. In future posts I’ll discuss ways you can test this and the best tools to help you.

Back to CTA placements….Calls-to-Action’s do best “above the fold”- the space on the website that is seen by a visitor without having to scroll down.

website heatmap

According to multiple heat map analysis anything that is below the fold will only be viewed by 50% of your visitors. So any calls-to-actions that you put below the fold will have less impressions and which will result in fewer opportunities to get a click. By placing your calls-to-actions above the fold you are doubling your chances of a click and therefore increasing your chances of generating leads for your business.

Lets look at some examples of good calls-to-actions and point out a few points on what makes them good.

FreshBooks

 

freshbook cta example

 

This is on Freshbooks’ homepage. What I like about this call-to action is that it is above the fold so right when you land on their webpage you can see it. The second component I like is that the call-to-action STICKS OUT. With the green button against the blue background your eye instantly is drawn to it. What they also do well is that they use some social proof right about it by claiming 5 million people are using their software.. This is a proven tactic we covered here and it play in really well on peoples psychology of wanting to belong.

Resume Builder

CTA example

 

The above call-to-action is another great example. Why?  A couple things. 1) It stands out right? With the blue background they do a great job making the call-to-action RED. This gives it a little pop and draws your eye in. 2) The call-to-action phrase is simple and to the point. CREATE RESUME pretty much sums up what your about to do if you click on the button. Lastly, they do a great job supporting the call-to-action with arrows pointing to it as well as additional suggestions about printing and downloading as well as suggesting for you to share it with your social media network.








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Calls-To- Actions|What is a Call to Action?

What is a call to action?

Call to Action or a CTA is very simply what you are telling your webpage visitor what you want them to do. When people visit your site you need to direct them to where you want them to go! Seems pretty obvious right? Well it should but if you start to look for calls-to-actions now when you are on other website’s you’ll begin to notice how wildly ignored this best practice is. Calls-to-Actions can be presented as a link, image, button or whatever else you think will help you convince your website visitor to take action.

Just like this below…..






CTA’s are the secret sauce to driving traffic to your offers. If your CTA’s suck and don’t stand out…nobody’s going click them and you won’t get any attention to the wonderful offer you have.

 

Where do you use CTA’s?

what is a call to action

Glad you asked, CTA’s can be and should be used on every piece of content or interaction point with your audience. Calls-to-actions can be used on product pages (non landing pages) in display ads, email, blog posts, social media, direct mail and really anywhere you think you can market your offer.

Creating Irresistible offers Part 3 | Newsjacking

You are probably well aware of the term “newsjacking” and might see it across your social media feeds or think of it as an old play in the PR playbook. Newsjacking is what happens when you leverage the day/week/months biggest current events to draw attention to your own offer.

 

With the evolution of social media newsjacking has been brought to a new level. Big brands and bloggers alike can now ride the wave of big current events to expose their content and offers to thousands of people who are searching for those specific keywords and hashtags. By quickly reacting to and creating something that is witty or funny and ties back to your brand or offer you can hijack some serious traffic.

 

For example look at how Tide played nicely to last years super bowl blackout. They do a nice job of getting the brand name out there in front of thousands of people searching for the specific keywords and hashtag searches.

Tide Newsjacking tweet

 

Take a look at google trends and keep an eye out on the news to give yourself a chance to quickly pivot and spin up a nicely timed newsjack  to get your brand or offer in front of an influx of potential customers and advocates.

Creating Irresistible offers Part 2| The Bandwagon Effect

2)      The Bandwagon Effect

 

bandwagon effect2

 

People like to be a part of groups and communities. They tend to copy other people around them (of course only the things we like or find cool) so you can use this as part of your lead generation strategy. You can do so by showing how many other people are participating or have opted in. Proof can be in the numbers so when possible let people know how many signed up, joined or are attending.

 

Some possible examples:

 

Webinars: If your last webinar was successful mention why it was a success and drop the amount of attendees if it’s a number you think stands out and you’re proud of. Another way is to mention how many people have already signed up (social proof) and entice them to join the group.

 

Blog Subscription: If you’ve had some success with your blog subscription sign up then tout it. When you stop by your favorite blog’s and websites take a look at their subscriber call to action and see if they mention the number of subscribers they have. This can be a great tactic to prove you are delivering high value and people want to be a part of something like that.

 

Conferences: You can leverage conferences in many ways. They are great to network, learn and have fun. Thousands of people flock to conferences like SXSW Interactive, INBOUND and Blog Expo. Find a conference that relates best to your area of interest and suggest people sign up to attend. You can build some seriously good relationships at these.

 

Just make sure your claims are true and also believable. You know the saying, it takes many months/years to build up your creditability but only a second to lose it all.

Creating Irresistible Offers Part 1 |Use the element of scarcity

In my last post I talked about the 4 mechanics to smart lead generation. For the next couple of day we are going to focus on the backbone of every lead generation campaign…the offer.

In order to have an effect lead generation program we must create a valuable offer. Once you create this incredible, irresistible offer there are a few things you can do in order to increase your chances of generating leads. In the coming day’s I will reveal 7 tips that will help you generate more leads for your valuable offer.

limited time offer

Today, we’ll talk about using the element of scarcity. If you look at the simple principles of supply and demand you can see that when supply goes down demand goes up. People generally want something more when there isn’t enough to go around for all. Scarcity can be a great motivator for people to take action. Essentially scarcity creates a fear of shortage which naturally causes everyone to feel a sense of urgency, which you can play right into.

Limited Time Offers

Probably the most used scarcity tactic we see as consumer’s every day. Car dealerships, furniture stores use scarcity the majority of their time on commercials we see.

 

Limited Quantity offers.

Studies show that this outperforms limited time offers. Why? Well because with time you know when the offer will end, yet with quantity you have no idea therefore you rush to get yours. We’ve all seen the lines during the holiday when stores open early. Stampede.

 

Limited Time and Limited Quantity

Limited time and quantity offers

Living Social, Groupon and other coupon sites apply this and it works great. These deals all end at a certain time which is usually counting down, and limited to a certain number of people. Just plays so nicely into our physic that we don’t stand a chance, we just can’t help ourselves.










Smart Mechanics of Lead Generation

Over the past year I’ve been speaking to various marketers who all for the most part have some type of responsibility to generate leads. In this series of Smart Mechanics of Lead Generation we are going to cover the 4 critical elements that every online marketer needs to get right.

1) The offer 

offer

It all starts with the offer. What are you offering and why should people care? An offer should be content that is perceived of high value. The better you know your target market and persona the better you will know what they percieve as high value and the better your chances of creating and delivering it to them. An offer can be a whitepaper, research paper, webinar, download or coupon. Find out what your market values and deliver something useful to them.

2) Call to Action

A call to action can be text, an image or a button that clearly tells the visitor what to do to receive your offer. A call to action should link directly to the page where your visitor can opt in with their information in exchange for your offer.

3) Landing Page

A landing page unlike your other webpages should contain more information about your offer. It should clearly call out the benefits your visitor will recieve and why they should take action. A well optimized Landing Page will not have a navigation menu and should contain a form to capture the visitors information.

4) Form

Forms are crucial to incorporate into your lead generation strategy. How else are you going to collect your visitor’s information? The higher the value of the offer the more information you can ask on your form about the visitor.