4 Ways To Benefit From Your Video Viewers’ Short Attention Span

 

Video marketing can be effective and useful, but only if you do it right. This campaign started with long videos and advertisements people used to enjoy, but nowadays, the average viewer’s attention span is too short for them to keep up with a long video. You need to combat this by creating an effective ad which gets straight to the point in a matter of seconds. This can be very challenging and downright impossible, but it’s not all bad. There are still ways you can benefit from your viewer’s short attention span and improve your business.

1. Hook them immediately

In order to have a successful video, you need to pique the viewers’ interest in the first few seconds of the video. Fail to do so, and the whole thing will be for nothing. Take cooking videos, for example. In order to keep people watching, they need to show the finished product first and then how to make it. If the video starts with the making process right away, the viewer isn’t likely to stick around and risk wasting a few minutes and not like the finished product.

Of course, it’s not always possible to catch the viewer’s attention in the first frame. It all depends on the kind of video you’re making. That being said, a good rule of thumb is the 8-second rule. If you don’t hook them in the first eight seconds, try again.

2. Opt for short videos

Shorter videos go hand in hand with a short attention span. With a short video, you don’t have to focus on the story as much as on the message. It needs to be something meaningful but only lasting a couple of seconds. That allows you to get straight to the point.

It’s always a good idea to pique their interest by using emotions. Companies that specialize in creating short but impactful videos like 1 minute media suggest you make your video emotional, and you’re bound to get a response. From anger and sadness to love and happiness- it’ll all at your disposal.

3. Create a strong title

The title can set the tone for the whole video. It’s the first thing the viewer will see so it needs to be captivating and engaging. The title is what draws your clients in and makes them want to look at the video. Try to be as creative as possible. The best titles make statements and provoke people. This kick-starts the thinking process and makes your audience unable to resist watching the video.

It’s also a good idea to stay away from tacky titles which seem like click-bait since more and more people are appalled with this method and avoid titles like that. That being said, if you want to reach a certain type of audience, your title should be a bit more specific. This way, it’ll be more relevant for your target audience and make them want to engage with the content.

4. Stick to your brand voice

If you make your video align with your brand voice, you’re more likely to get a response. After all, you’ll seem honest and authentic as well as relevant. People like a consistent story, so sticking with your voice will make them trust you more. What’s more, this means you can skip the introductions and the story entirely.

People are already familiar with your brand and what it stands for, so it’s redundant to point that out again in your videos. If your brand is all about family values, your shorts should feature families having fun together and enjoying each other’s company, for example. You can even create a series of captivating sequences with the same characters to keep your viewers coming back. Of course, you need to be extra creative to pull this off.

As you can see, the only thing that has to change is your approach to the issue. When you stop looking it at as something impossible and tiring you have to figure out, you’ll start making progress. After all, marketing has always been a puzzle, and this is just a new piece of it. Benefiting from your viewer’s short attention span may seem hard in the beginning, but with the right attitude, you’ll draw them right in.

 

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lead gen

What You Need to Know About Website Lead Generation

At the start of 2018, Netcraft conducted a survey to determine how many websites exist on the internet. It found a whopping 1.8 billion websites in existence. Yet, the majority of those sites get zero, or almost zero, visitors.

While a large percentage of these websites are probably inactive or kept for private use, there are undoubtedly visitor-less sites out there that want traffic and leads. Even the best performing websites are rarely satisfied with their website lead generation. There’s always a push for more.

It begs the question, why do some sites generate leads and others don't? The answer is mostly a matter of effort. Website lead generation takes work, especially in the beginning. Thus, there are website owners that continuously put in the work and generate those leads and those that kick rocks and wonder why no one is visiting their site.

This article will take a look at some website lead generation basics while providing helpful insights into how you can entice better performance from your own website(s).

Recommended reading: The Anatomy of e-commerce Website Design That gets More Traffic

What Is A Lead and Lead Generation?

A lead is an individual who has demonstrated interest, desire or need of your products, company, service, etc.

Lead generation is the process and tactics that go into turning non-customers into potential buyers or leads. In other words, attracting people to your business or website through offers, content and different strategies that generate genuine, natural interest.

For websites, it's essential to make a distinction between traffic and leads.

A lot of sites get traffic visiting the page, spending a few moments and then clicking off the page. These are not leads, as they haven't demonstrated an interest. Sure, they've visited your website, but their lack of time-on-page and engagement shows that, if anything, they are uninterested in your products.

Leads typically make it known that they are interested, by offering an email address, participating in a questionnaire/survey and many other ways.

Now that we’ve gotten a basic understanding of leads and lead generation, we can focus on proven strategies for website lead generation success.

Map Your Web Traffic

One of the keys to generating leads is understanding where your website traffic comes from and how it moves across the site. There are many different potential sources for website traffic, like social media pages, emails, search results or even from another website.

When you recognize where traffic is coming from, you can better understand the intent and motivation behind those visitors. Google ValueTrack is an excellent tool for seeing where your traffic is coming from.

Additionally, recognizing the web pages where your traffic gathers most allows you to understand where you should be including forms and offers that encourage lead generation.

Implement Lead Generators

Once you've established how your traffic moves, you need to start developing and implementing lead generators in the critical areas of your website where people gather most. Lead generators are, as the name suggests, tactics that help create leads.

Some examples are:

  • Landing pages

  • PPC ads

  • Call-to-actions (CTAs)

  • Contact forums

  • Email newsletter subscriptions

  • Content (social media posts, blogs, etc.)

Split Testing and Measuring Performance Of Lead Generators

Experimentation and measurement are fundamental aspects of creating sound, successful lead generators.

Even digital marketers that do this for a living don't have perfect success rates. That's because it is incredibly difficult to align the right lead generating tactics and messages with the prospects they are most suited for. Not only do you have to match the visitor's intent with the right messages, but you also have to trigger the correct emotions that compel them to act.

Measuring your active lead generators and experimenting with new ones is one of the most effective strategies towards understanding what works and what doesn’t.

For example, if you find that one landing page is creating a 2% conversion rate, while the other is at a colossal 7%, then there’s some aspect of landing page 2 that you need to identify and highlight in future efforts.

Split testing is one of the common ways of experimenting with ads and other lead generators. It works by creating two, almost-identical landing pages (or CTAs, advertisements, etc) that have one thing different. For example, you may change the background image, while keeping the text the same. As traffic passes through the landing page and conversions are made, you can determine which style of background works best.

It's vital that you make only one, small change when conducting split tests. Otherwise, it will be impossible to determine what exactly is influencing the change.

Give Your Customers Something For Nothing

Giving people something for nothing remains a great lead generation tool. Direct marketing employs it by sending free goods to your door. You use the same tactics for your website by creating a useful asset for your customer, or giving them an offer.

Examples of what you can give your customers include:

  • Infographics: Get stats from a free public resource, then turn them into an interactive resource. It’s simple. Not only will this give you a lead generation tool, it’ll also give you an asset that can help you build backlinks to your website try a free tool like Piktochart to get you going

  • Free offers: If you want a long-term customer, you can give them short-term access to your products for free. This is a great lead generation tool if you’re a SaaS company. Why? Because your customers won’t be able to live without your goods after seeing how beneficial they are

  • EBooks: You can turn podcasts, YouTube videos, or convert any online content into an eBook with no hassle with tools like Designrr. Like infographics, eBooks have the dual benefit of giving your customers free information, along with helping to build authority for your website

Spending a little time and money to give you customers something for nothing will pay you dividends. Decide which of the above you customers want and then let them have it.

Build Logical Conversion Paths

As a prospect is nurtured towards ultimately converting into a lead, their journey needs to make sense. If it doesn’t, they won’t commit to continuing the process. What this means is that each step, or each interaction, needs to follow a logical path.

For example, let's say a plumber creates a blog post: “How To Stop A Leaking Pipe,” which attracts a click off of Google from Susan, a homeowner with a water issue.

At the end of the blog are additional articles that are relevant to Susan's problem, like repairing water damage or how to shut off the water, which allows her to continue gathering information.

As Susan continues to click around and learn more about her leaking pipe, she decides that she’s in over her head. She follows a CTA on the page that puts her in contact with the plumber to schedule a service visit.

That’s a logical conversion path that converted a lead.

Now, if Susan read that first article, reached the end and found more articles talking about reasons to install a bidet or what tile colors are best, she’d be at a dead end. She’d click away from the page, back to Google, and continue researching on another page.

This is hard to perform each time seamlessly, but you can improve your success rate by critically thinking about the intent behind your prospects' actions. Why are they on this page and how can I encourage them to stay and convert?

Conclusion

There's a lot of strategy, planning, creativity, and even a little luck that goes into successful lead generation.

The most important thing to remember is to always pay attention to how your website visitors are behaving, what they respond to and what pushes them away. Then, make small adjustments to capitalize on your latest insights. You're always going to be changing strategies and adjusting landing pages in an attempt to drive better quality leads and, ultimately, a fatter bottom line.

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email analytics

6 Email Marketing Tips to Help Grow Your Web Traffic

Email marketing is a terrific way to drive traffic to your site. But you need to make sure you do it right.

The last thing you want to do is waste all the time you put into building a subscriber list. Understanding the best ways to leverage email marketing will make sure you don't. At the same time, you want to avoid making mistakes that will lose you subscribers.

It's a delicate balancing act.

These seven tips to help you get the most out of your email marketing strategy. And the result of using them? More traffic to your website.

Recommended reading: Why You Need to Build an Email List For Your Business Right Now

Give your readers value

To you, email marketing campaigns are there for one reason, and one reason only: driving conversions. When you look at the tracking data after sending out an email campaign, you want to see:

  • High open and click-through rates

  • Increased traffic to your website

  • Repeat visitors.

None of that matters to your subscribers. Why? Because they only want value in return for giving you their email address. There a few ways you can give them this. Such as exciting content, or discounts on products.

If your emails are a pure sales pitch, your subscribers won't hang around for long.

You need to make them meet in the middle and give you and your subscribers value. The video below explains how to make your emails sell your business in the right way:

Write subject lines that convert

Most people decide whether to open an email or send it to trash bin based on the subject line. Excessive hyperbole or too much of a sales-y vibe can turn subscribers off. Why? Because they feel like all they're getting from you is sales brochures or cheap clickbait.

The subject line needs to show the value of what people will get if they open your email. Let's use the example of a website about making cheese. You can write a subject line talking about a new article on cheese making mistakes to avoid.

This demonstrates value and will catch the reader's eye. Whereas a generic hype headline like “Cheesemakers will not want to miss this!!” will have the opposite effect.

Using software like Headline Analyzer helps you to write better subject lines. Adding this to your business will help increase your open-rate, giving you emails that convert.

Don’t send too many emails

If subscribers feel you're bombarding them with emails, they'll unsubscribe. Keep an eye on your tracking data. If you see either of these things:

  • Open and click-through rates are dropping over time

  • Unsubscribe requests are increasing over time

It's a good sign that you're doing too much.

So how do you decide how many emails to send?

It's based on what product or services you're offering. An evergreen industry, like tech, needs lots of emails. A seasonal industry, like Halloween, will send most emails at peak time.

It also depends on the intention of your email. Your customers will be less receptive to sales-centered emails than offer based ones.

The video underneath has guidance on how many emails you can send per day:

Segment your subscribers

This is a vital step. Why? Because sending mass emails puts them in front of disinterested readers. Segmentation lets you target the right people who will care.

Let's say you run an entertainment website covering television, movies, music, and art. If some of your subscribers only care about music, they don't want emails on television, movies, and art.

Email marketing software lets you segment your subscribers. A tool like Moosend lets you create targeted campaigns. You can segment based on things like:

  • Age

  • Location

  • Gender

  • Interests

Or anything else you have data on.

This means you can send your emails to the right people. When used right, email has the best ROI of any marketing type. Using segmentation allows you to send the right emails.

Send your emails at the right time

Email marketers often rush their campaigns out as soon as they're ready. I don't have any time for this.

What if a big chunk of your subscriber base is at work? Sleeping. Or otherwise occupied? If any of these things are true, it's not a good time to send your emails.

Why? Because by the time they see it, they'll have plenty of other emails to go through. This means yours may wind up on the back burner or never opened at all.

Use the data you have about your customers to find out what time you get the highest open-rate. Also consider also your demographic – all the things from your segmentation. Then send your emails when your subscribers want to read them.

Use a real person’s name

Brand awareness is critical. But people often take it too far by using their website's address or brand name as the sender name.

Subscribers like feeling as if they're interacting with humans. That can't happen if there's no human in your emails for them to connect with. A reluctance to use real names also gives the impression you're not reader-oriented.

Instead, use actual human names as the sender of your emails. You can even make a name up if you're worried about your privacy. The critical point is you need your subscribers to feel like there's a human on the other end.

Email marketing is crucial to your business. Apply these tips and you'll increase your open-rate, and grow the traffic to your website. Which will help your business make more money.

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Build an Email List

Why You Need to Build an Email List For Your Business Right Now

If you talk to some small business owners about email lists, they can see the whole thing as positively archaic. It can seem to some like it is going back a little, especially when you think about all that we have at the moment, from social media and websites. However, it still remains a really vital tool for your online marketing strategy for your small business. If you think about the social platforms that you have to join, they all have a requirement of an email address. So it is still very much relevant, and still a modern way to communicate.

 

The advantage for small business owners is that having an email list of subscribers is a great way to help your business. Sites like GrowthSupermarket.com show just how much creating an email list can have on ROI, especially compared to other online marketing methods. Plus, it also has advantages over modern media. Think about the social platforms that you use, for instance. What happens if they just become unpopular or your target audience just get a little tired of it? This happened to things like MySpace, and is Snapchat still what it once was? If social media platforms go and you don’t have an email list, then you can lose a lot of customers. Having an email list helps you to remind them that you’re still there, and you can share the latest offers and news with them.

 

There are plenty of other advantages to email lists too. Think about how personal they are. They can bed edited to have that person’s name or share things that they might like because they bought some similar from you before. Plus, it lands right in their inbox. It is way more personal than simply seeing something on your social media feed. And in a similar way, emails like this are also pretty necessary. People will be checking emails pretty much daily, at work and at home, as there are things that they need on there, from work news to things like their kid's school information. So it is something that will get noticed when your brand pops up in their inbox. People don’t always check their Facebook.com feed or their Instagram feed, and if they didn’t for a few days, then that is people that you are missing with your social content.

 

Creating an email list and then sending out newsletters or information on it is pretty inexpensive too. A lot of online marketing doesn’t have to cost a lot, but this is going to be one of the ways that cost the least. You can also really make it customizable, which is what is going to help draw your customers in and keep them coming back to your business again and again.

 

There are several ways to build up an email or subscriber list for your business. But starting sooner rather than later is a good way to not miss anyone. An incentive to join usually helps, but if people like what they see and good things come into their inbox, then they will stick around.

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8 Evergreen Content Marketing Tactics That Always Work

Is it possible to create evergreen content in a world full of technological advancements and innovation? The answer is yes. Having answered that, what do you understand evergreen content marketing strategy as?

It is a tactic implemented in the creation of long-lasting, relevant, and consistent content. Just like the evergreen trees, this content never becomes obsolete.

A well-planned content marketing yields to numerous beneath it's for your business such as reduction of marketing costs, the creation of long-lasting search engine optimization rankings, and leads and traffic generation. Strategies used include;

 

  1. The origin/source story strategy

Plays a vital role in informing your audience about how you began and reasons for starting your business. Thus creating secure connectivity between you and your audience. Some of the guidelines for telling your source story are;

  • What lead you to the establishment of the company, service or products that you are currently offering?
  • What significance do you anticipate it has brought to the existing market?

Do not give stories. Be brief enough to captivate audiences all over the web pages. Remember, your source story has to be a compelling site that readers cannot resist.

  1. The journey’s store strategy

Its primary purpose is for the enlightenment of your audiences about your ups, exhilaration, downs, bruises, and bumps on your path to your current position. For instance, in the Rodan and Fields’ blog, you see their fair review updates for the lash boost product. Sharing the unbiased and real-time experiences of people will increase your brand value.

Your journey’s story acts as information to your audience. You let them know where you came from (source story), current position, and where you intend to go.

Strong connections with your audience through the shared experience of your journey thus promoting your brand’s authenticity, trust, and appreciation.

  1. Biggest mistakes strategy

This content adds up to the general audiences’ shared experience. It is acceptable to make the biggest mistakes.

Let your audience know you are about them and how you intend to better them. For instance, you can address biggest mistakes done by your team pertaining your brand or product, or site an example of brand or company in your industry which committed biggest mistakes and how you intend to be different.

  1. Highest achievements strategy

This could be a part of your journey’s story. You openly tell your audience of that moment your biggest expectations came to be.

For instance, it could be the date you launched your product or brand, the achievement of a certain milestone, the receiving of your industry’s recognition, or won a certain award.

Unlike the news perspective (won a certain award), the evergreen strategy concentrates on the achievement of the moment. In other words, the evergreen strategy focuses more on the moment rather than the occasion.

For example, using an interesting blog, tell about your product’s launching date.

  1. The how-to strategy

Is your industry always captivating the new audience? If yes, this is a prerequisite for you. These articles educate and inform as well as introduce the new audience to your industry’s jargons, skills, and history.

By doing this, you actively involve yourself in increasing their experience. For example, you could use a combination of interesting blogs, visual treats as images and videos, and provision of relevant information to guide your audience into being knowledgeable about your industry.

Whenever you are using this strategy, make good use of keyword optimization to capture the attention of numerous audiences possible.

  1. The top-ten list strategy

Do you have a top-ten list? If not, what are you waiting for? If yes, big up yourself. Well, it is essential for you and your business to have a regularly updated top-ten list as events occur.

This list is a perennial choice in all businesses from entertainment to technology. It is a requirement for you to perform regular updates on it. For instance, this list could be tied to seasonal occasions or reward shows.

When coming up with this list, make the article shareable and strong.

  1. The best practices strategy

Just like the how-to articles, articles on best practices are regularly searched and used actively by your audiences. The best strategy here for you is to highlight any changes that have been done to best practices on an annual basis to keep at par with your audience.

As you do this, you might consider making references to the preceding year to ensure your content stays evergreen through the creation of connectivity between the outgoing and new blog.

For example, using keywords, you can highlight the best practices for previous years then show the changes occurring.

  1. The formats strategy

Always exercise answering the audiences’ queries and delivering real value. For example, if asked how it is used, you should be in a position to give the how-to in a valuable, reliable, and consistent manner.

You might also consider making use of emerging trends. Be careful though as you use patterns. Not every emerging trend is evergreen thus cautious consideration should be made.

If your article helps your audience to comprehend emerging trends, then you are most likely to see positive change in your traffics. It may result in high new traffic, referral traffic, and returning traffic.

Conclusion

In conclusion, despite the strategies given, you have to ensure that your content is highly captive to search engines and audiences alike.

Your content should, therefore, be extremely searchable, applicable universally, high value, timeless, produce consistent traffic as time passes, should be of common interests and should be of specific interests. For strategies to work best, you have to be smart.

Remember, the secret here is to create timeless content for your articles which will be highly searchable and ranked high by SEO thus increasing your traffic. You have it all to create evergreen content. What are you waiting for?

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