How to Match Your Content Marketing to Your Website Design

How to Match Your Content Marketing to Your Website Design

Content marketing and website design are closely interrelated, and that's a fact. Only when content creators and web developers work together, they can create a worthy product – a website, which runs smoothly.

In this article, you will find tips and tricks, which will help you to match your marketing strategy with design. If you follow the recommendations given, you will take your site to the next level.

Set goals and select a suitable platform

First of all, you should outline your content marketing strategic plan. You should decide what type of content you will produce and in which quantities.

Your task is to set clear marketing goals and find out what type of website you actually need. Do you want to showcase one single product? Create a one-page website.

Are you planning to run a blog and produce tons of content every day? Create a multipage well-structured website.

Depending on your needs, you may start building your website using the following popular platforms:

  • WordPress
  • Shopify
  • Wix
  • BiCommerce
  • Weebly
  • HostGator

Learn more about UX writing

Modern content marketing strategy must be based on three UX principles: clarity, consistency, and usefulness. Yep, today it’s not enough to make your content interesting, informative and relevant. It’s also important to match it with the overall concept of the UX design.

When you craft content for your website, you should follow these simple rules:

  • Keep sentences short
  • Break blocks of text into paragraphs
  • Use active voice instead of passive voice
  • Stick to present tense
  • Avoid using jargon and rarely-used words
  • Highlight the most important points using italic or bold font

Pay attention to content translation and localization

Do you want to develop an effective website for diverse international users? If your answer is “yes”, then you should take content translation and localization seriously.

The simplest way to change the language of your website is to embed an auto-translate plugin or utilize Microsoft Translator Widget. But the problem is that if you translate your content automatically, it will sound impersonal. Even worse, some of your ideas will be misinterpreted because of poor translation.

But in fact, there is no need to translate the whole site. It's enough to translate core content. You just need to create a separate section of your current website, add new items to the main menu and name them correctly: Español, Portugués, Русский, etc. In other words, you should create a place, where you will publish localized content for non-English speakers.

If you want to avoid problems, you should better delegate localization to the professionals in the field. You may visit PickWriters, a translation review website, and choose the most reliable service.

Choose an appropriate color scheme

The color scheme of you your website is an important element of the design. Naturally, the shades choice should also match your content marketing strategy. For instance, if you are going to use a red font on a black background, make sure that text will be readable.

The bad color and font choice hurt users’ eyes and scare them away from your website. It results in an increase in bounce rate and, as a consequence, lowering chances to get your site to the top of search results.

Keep in mind that you should also analyze whether the chosen color scheme will fit visual content. For instance, if you create a portfolio website for a photographer, who shoots in black and white, you can’t use green-and-pink background. It will look weird and incongruous.

Compress images

In the past few years, everyone talks about the importance of visual content. And it’s not a surprise that content managers tend to overuse big media files such as high-resolution images and videos.

The issue is that websites, which contain a bunch of visuals, load slowly. And it irritates the impatient users. Modern people don’t want to wait more than three seconds to see the whole page, so they leave a website and never revisit it.

The major task of web designers is to compress heavy files to make them usable. It’s the easiest way to boost load speed and retain visitors on the page.

Create a chatbot

Today, chatbots can perform lots of different functions, including content distribution and delivery. If your site is overloaded with tons of content, you may create a chatbot, which will guide visitors through your website.

When working on this task, it’s really important to coordinate actions of content creators and web designers. It’s necessary to make sure that they understand each other needs and work towards the common goal. Only matching content marketing to web development, it’s possible to create a bot, which will work effectively.

Put mobile users first

The volume of mobile traffic is growing, and it has already surpassed a share of desktop traffic. Naturally, most web designers are aware of this trend. They use responsive designs to ensure that mobile users will not experience any difficulties while surfing the pages using their smartphones.

There is no room for doubt that that responsive web design is a great solution for most websites. However, it's not the best solution for content heavy sites.

If you publish lots of videos, photos, and article daily, you should better choose a mobile-first design. It's the only way to ensure that your website will load fast and runs smoothly on smartphones and tablets.

The great news is that mobile-friendliness is one of the most important criteria of Google ranking. So if you choose this type of design, you will increase chances to get your website to the top of Google search.

In conclusion

As you can see, content marketing and web design always go hand in hand. And you can’t ignore this fact. Try to apply the advice given, and results of your hard work will positively surprise you.

And remember one important thing. If you have a lack of knowledge in content marketing, don’t hesitate to get professional assistance. Let a marketing guru guide you through the content creation process, so you will be able to design an outstanding site.

Opening The Door To Online Success With Content Marketing

Opening The Door To Online Success With Content Marketing

If there is one thing all businesses need in the current digital age, it is quality content. If you do not have the capacity to produce this in-house, you are going to need to use a content marketing agency. It does not matter what approach you use, so long as the end result is content that is engaging, interesting, and optimised for search engine success. You won’t be able to have a good online presence if you don’t have great content.

https://pixabay.com/photos/cms-wordpress-265127/

The importance of quality content

Content marketing services are successful because they engage with a clear target audience; those who are likely to purchase your products. This is why they are one of the best approaches if you are looking to take your channel marketing strategy to the next level. It’s also effective because in comparison to the likes of e-mail spamming and TV adverts it is a non-interruption form of marketing. You’re not telling the viewer they need to buy your products. Instead, you are giving them the information they require in order to make informed decisions regarding the type of things you sell. The aim being that this intelligence will lead them to purchase from your site. Of course, this means that quality content is imperative for this strategy to work. This is especially the case when you take into account the stringent ranking criteria Google have put into place with Panda and Penguin updates. Poor quality content is picked up on and instantly ranked lower. Gone are the days whereby you could simply duplicate content and stuff it with keywords to get to the top of Google. If you do this, your site will end up being punished, therefore, having an extremely detrimental impact on your overall presence. Therefore, don’t settle for anything less than the best when choosing your content marketing agency or indeed writing your own content.

Choose a good content marketing agency

Using a content marketing agency allows you to increase the level of trust between yourself and the customer. Search engines love quality content. They will rank you higher up on their pages. And those websites which feature on the first page of Google (especially the first three results) are always deemed to be more trustworthy by the searcher. Statistics back this up too. Content Plus state that 63 per cent of customers trust blogs over magazines when it comes to being given direction over purchasing. Content marketing services will help you to generate more traffic through increased visibility. You get a bigger slice of the online pie. And it doesn’t take rocket science to work out why. After all, you will be generating more pages and more links. A company with a blog will receive more inbound links than others and in-turn more site visitors too.

The statistics back up the argument

Research shows that the consumer prefers content marketing too. Seven in ten people would prefer to get to know a business through articles rather than advertising. In fact, quality content is ranked in the top three reasons as to why individuals follow brands on Twitter. Your brand awareness will evidently soar through quality SEO content marketing services. Every piece of content published works to increase brand recognition and identity. The content you post must match in with your brand and the products or services you sell. If it is informative, engaging, enjoyable and creative then your target customer base will be thoroughly impressed. You will gain more and more relevant followers and customers for your business. The content marketing agency will not only ensure that the articles are relevant to your company but they will be posted in the right places too.

As you can see, the case for content marketing is a very strong one and it is something you simply cannot afford to ignore in the current day and age. If you do not have quality content, you are only going to fall behind the competition. If you do not have the capacity to create this in-house, it is certainly worth looking for a company that can provide it for you, but make sure you choose with care. Read reviews to get a good understanding.

6 Easy Marketing Ideas for Small Businesses that Will Work Like A Pro in 2019

6 Easy Marketing Ideas for Small Businesses that Will Work Like A Pro in 2019

Image Source – insidecatholic.com

The new year 2019 is fast approaching us. If you happen to be a small business or start-up organization looking to make it big in the industry this year, then you have your work cut out for you.

For small businesses and start-ups, the task is especially difficult due to the limited financial and other resources that you have at your disposal. You can have a very tough time in successfully implementing your various marketing strategies. This is because the onus is solely on you to diversify and expand your business.

Thus, there is also the time factor as you need to do both all at once. This can be quite arduous, to say the least. So, you have to design the perfect marketing plan and implement the same effectively.

Thus, if you want your business to make major head ways and inroads in your industry in 2019, please check out the following marketing ideas. These are designed by keeping in mind the specific requirements of hardcore professionals. If you can follow them diligently, then success is guaranteed. These marketing ideas are:

  1. Give maximum priority to only the most premium and effective channels of marketing

You have options galore when it comes to promoting your business interests in the form of different types of marketing channels or mediums.

It could be a blunder of epic proportions on your part if you go for each and every available marketing channel. The net result will most likely be zero in such a scenario.

All your marketing efforts will prove to be a futile exercise in such a case.

You can explore various options when it comes to marketing channels. But this should only be for gathering the requisite knowledge which enables you to select only the best ones.

The very fate of your business depends on your choice of marketing channels. If you can successfully execute this crucial strategy at the very outset, then lucrative dividends are inevitable.

Select your marketing channel based upon the type of your organizational activities. A certain type of business organization will require a certain online social media platform for effectively highlighting and promoting their business interests etc.

The most appropriate marketing channel will also make your customers aware of the latest developments regarding your organization etc. It will greatly help you in generating maximum user traffic and expand your target customer base etc.

You have to adopt the most viable marketing channel based on the type of your business, your core customers etc. The trick is to opt for the most feasible online social media and search engine optimization platforms and strategies etc.

If you can do this properly, then you will get the desired results without over-exerting yourself. You can achieve your business goals by coming up with marketing ideas that are the best in the business but require the least work on your part. You just have to be clear about what exactly you want from your business.

As a professional marketer, you simply cannot ask for more in this context.

  1. Take the help of online marketing techniques to establish long-lasting bonds with your target audience

With effective online marketing strategies, you can interact with and contact your customers through e-mails etc.

It has been found that the overwhelming majority of customers prefer this medium of communication over others. So, you can successfully promote your business interests and build a formidable brand name in your industry through this.

Be sure to use the proper tools to get to know your visitors and win over and retain their loyalty. Various such options are available nowadays which will maximize your return on investment.

Moreover, you can win over their trust by providing them with incentives like special or bonus offers etc. That way you can easily get access to more personal information from them. They are much more likely to initiate and share the same with you.

This will make it way easier for you to expand and create a huge customer base. You can use various effective strategies like marketing campaigns etc to cement your association with your customers. They will always give your business maximum priority after this.

The various types of online marketing campaigns can immensely enhance your brand value and customer conversion rates. Use the latest technology to make them function automatically. Make use of only the best marketing tools to divide your online customer contact list properly.

This will assist you in choosing the most relevant marketing campaign for a particular occasion etc. Also, make sure to design all your website features like the home pages etc according to the personalized requirements of each different customer group.

  1. Choose only the most ultra-premium website features like the highest-quality web content etc for promotion

Even though your financial resources are limited, but it should never come in the way of promoting your business interests.

You must take care to use only the best and most viable social media platforms and online marketing campaigns in this regard. Make sure that the content which is viewed by your visitors herein is the best in the business.

Then you can harness the power of the most effective marketing campaigns etc to highlight the best features of your online website content. This will bring you the desired outcomes even if you are in a tight financial position.

Then you have to regularly stay updated about all the latest industrial developments in terms of customer preferences etc which are ever-changing. This will enable you to devise the best possible marketing strategies and invest in projects which will maximize your ROI.

If you can promote and highlight the best part of your website content, then it can maximize your user traffic in all possible online platforms.

  1. Create your own distinct brand identity by reaching out to and informing your customers about your brand backstory or history

Use all the proper marketing channels and come up with the perfect content promotional strategies.

It can be in the form of a tale that lets your visitors know various things about your brand like how it came into being etc. It should be relevant to and should connect to your target audience on a personal level.

It should be attractive and engaging. It must have a relevant central theme or message that your visitors will find extremely useful. Given the cut-throat competition in this field, you can team up with and promote your business with other firms whose area of operations are similar to your own.

To sum it up, market your business in such a way that it is able to stand way above the rest in the industry. It must enable you to create your own trademark brand identity which is a league apart from the others in this field of activity.

  1. Use attractive website features like visual imagery, promotional videos etc to upgrade and make your content crystal clear to your target audience

This is an extremely vital marketing idea especially for start-up firms.

Design your visual imagery and promotional videos etc in such a manner that it connects with your consumers on an emotional level. If you can effectively do this, you will win half the battle as you are catering to the exact needs of the target market.

You can use all the latest apps and gadgets to update the content of your videos and visual imagery etc. Do this in such in a way so as to create flawless content and structuring of your videos, images etc.

This way, you can engage your target audience on a consistent basis and get your intended message across to them just like you wanted to.

This will multiply your user traffic manifold and enable you to achieve all your organizational goals.

  1. Make optimum use of the latest search engine tools to further your business interests

Nowadays, search engine giants like Google are offering a certain tools absolutely free of cost that can help to maximize your user traffic.

This particular tool regulates the various user opinions and feedback regarding your business. It engages with your customer so effectively on your behalf that your organizational goodwill is enhanced by leaps and bounds.

With the help of this tool, you can share all your organizational information with your clients and get complete access to all sorts of customer feedback. You can use this invaluable information to rectify any possible errors which you might have made.

These and another recent feature can enable you to share and put forward your website details to your customers. Thus, it can play a key role in improving aspects like your search rankings on all fronts.

With this, you will never lose contact with your customers and act accordingly to serve their interests and thereby further your own business prospects.

So, put these simple marketing ideas into action right at the onset of this new year 2019. Rest assured, this new year undoubtedly will take your business to new horizons of glory.

Author Bio

Justin Kemp is working as a Jr. content writer and blogger with Ranking By SEO. He can be seen blogging about digital marketing, SEO, SMO, PPC, etc.


Top 6 Email Marketing Tools for Ecommerce

Top 6 Email Marketing Tools for Ecommerce

Selecting the right email marketing tool is essential to the success of your business. Aweber has been an industry standard for years, but Aweber alternatives are popping up everywhere. Many are proving to be more and more beneficial to the consumer. 

Ecommerce business owners are discovering that they may have outgrown Aweber. They are now searching for aweber alternatives that provide a more comprehensive solution. 

Email service providers are now including the following functions: 

  • SMS Campaigns
  • Email Campaigns
  • Email Reports
  • Segmentation and Targeting
  • Forms 
  • Automated Messages
  • Drag and Drop Visual Editors
  • Discount codes

Let’s examine the top 6 Aweber alternatives and their features to help you discover the best possible email marketing tool for your business. 

The Top Six Aweber Alternatives 

# 1 The Best All In One Solution for eCommerce

Flashy provides a complete solution for ecommerce businesses, not only allows you to communicate with customers in a wide variety of channels – email, SMS, popups on site, Facebook and Google audiences, it can identify a lot of data points that no one else have, such as recent purchases, LTV, next purchase prediction.

In order to speed up the process of starting with Flashy for your ecommerce, once you connect Flashy to your ecommerce they import your customers & purchases history and automatically create all the automation and popups that are most have for ecommerce: Marketing Automation for eCommerce
Welcome series, abandoned cart, win back, after purchase and more.
Popups increase distribution lists, prevent abandoned cart.

#1.5 Omnisend: The Perfect Ecommerce Aweber Alternative

Omnisend is perfect for ecommerce. It was built specifically with the ecommerce merchants in mind. Omnisend facilitates easy and effective communicate with customers through multiple channels.. 

As Omnisend allows you to communicate via SMS, Facebook Messenger, Facebook custom audiences, and Google retargeting ads, this allows you to reach customers in multiple ways. 

Omnisend features an intuitive drag and drop email builder which makes it simple to create professional looking emails in no time.  

With Omnisend’s visual automation workflow, you can automate messages and send them through a variety of channels. This will help to ensure that your customers get the messages. 

Omnisend also makes it easy to build your email list with dynamic exit-intent and timed popups. They also have landing pages for email capture. 

Omnisend also includes some time saving marketing features such as the Product Picker, which will add products from your website straight to your emails. This will increase the speed of creating email campaigns. 

Sales are extremely important to your business and Omnisend has solutions to increase your click through rates – the Scratch card and gift box. These are interactive tools that engage your customers and encourage click throughs. 

The Automated Product Recommender is another excellent feature. All you have to do is add the Product Recommender block in your campaign. Your subscribers will automatically see the bestselling or newest products. 

Omnisend is the top choice for Aweber alternatives, especially for the ecommerce store owner. Omnisend is easy to get started with and offers customers a free plan with a 2000 email/day limit (or 15,000 emails/month). 

#2. Mailchimp: Great Aweber Alternative for Newsletters

Mailchimp is a popular contender in email marketing. It features an easy to use drag and drop email builder, which is similar to Omnisend. 

Mailchimp also allows you to create landing pages, segment your lists, integrate your ecommerce platform, and offer product recommendations. 

Mailchimp is a great tool if you’re simply looking to send out newsletters to a subscriber base. They don’t offer SMS messaging. 

Unfortunately, Mailchimp does not have customer support for its free subscribers. Therefore, if you are just getting started building your email list and may have questions, you should look elsewhere. 

#3. Drip: A Beginner’s Aweber Alternative

As far as Aweber alternatives, Drip sets itself apart simply for its visual composer. Visual platforms are great for beginners. They are very simple and intuitive.

When you sign up, Drip focuses directly on creating an automated workflow from the start, proposing a few different automated campaign templates to modify. 

The email builder itself is a bit dated compared to the other email marketing platforms. Most builders focus on creating “blocks,” but Drip separates an email into the header, body and footer. There is little room for customization. 

For a beginner who doesn’t need anything fancy, Drip is a great alternative to Aweber. It is simple and will send out a basic email campaign.

#4. SmartrMail: A Basic Aweber Alternative 

SmartrMail makes email marketing easy without any bells or whistles. If sending emails is all you really need, this may be a great option for you. SmartrMail works for beginner email automation with automatically updating segments that are set up for you upon joining the platform. 

SmartrMail has a simplified drag and drop email campaign builder that enables you to create the most basic newsletter campaigns. 

SmartrMail can’t be connected to your store. Therefore, you will need to manually add your products into your emails. This can be very time consuming. 

SmartrMail has the most basic functions for email marketing. It is geared towards the beginner. SmartrMail is perfect for those who don’t need any service beyond email. 

#5. SendinBlue: A Simple Aweber Alternative 

SendinBlue is one of the simpler email campaign builders. While SendinBlue does not have the extensive number of features that Omnisend has, it does feature a great visual composer. This allows you to create professional looking campaigns in minutes. 

SendinBlue stands out by allowing you to use SMS campaigns in your email workflows. This is not something that most email marketing providers allow you to do. 

SendinBlue offers a few different workflows that can inspire merchants to create multiple campaigns and segments for their subscribers. They offer templates and HTML editors for professional emails. 

SendinBlue enables you to monitor your performance with real time statistics and click through reports. 

SendinBlue is missing sophisticated elements of email marketing, but it is a decent service for beginners. It is simple and easy to use. 

#6. ActiveCampaign: Advanced Aweber Alternative for CRM Users

 ActiveCampaign is the most advanced and sophisticated email marketing service on this list. It does function and feel more like a CRM. This is great for businesses focused on sales

ActiveCampaign features a centralized space for your contacts. It allows you to create campaigns around those contacts. With the strong emphasis on the contacts, the learning curve for this tool is steep. 

ActiveCampaign is highly recommended if you have multiple domains to manage. Their segmenting allows you to create campaigns targeting each list.  

Seasoned marketers will be the ones to make the most out of ActiveCampaign. They will appreciate the CRM features. However, if you are looking for simplicity, you may want to skip this one. 

Conclusion

This is not a comprehensive list of all the aweber alternatives that are available to you. However, these are our top picks for empowering ecommerce tools that optimize results. These companies provide a more comprehensive solution for email than Aweber. 

It can be quite time-consuming to sift through all the email marketing providers out there. Hopefully, this list has provided you with a head start in discovering the perfect email marketing solution for your ecommerce business. 

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

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.

What You Need to Know About Website Lead Generation

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.