21 Mobile Landing Page Optimisation Best Practices For 2019 (With Free Wireframes)

What’s the best way to optimise mobile landing pages like a boss in 2019?

Most marketers used to treat mobile traffic as an afterthought… but those days are long gone.

As much as 52% of global website traffic now comes from mobile devices, as this graph shows:

Percentage of mobile device website traffic worldwide

But here’s the thing:

Even though mobile traffic may account for more than half of your total visitors, optimising your website for mobile visitors rarely gets enough attention.

So if you’re looking for ways to convert mobile visitors into paying customers, you’ll love this post.

I’m going to share 21 best practices to help you generate more leads from mobile visitors.

Why Mobile Matters

Mobile devices have changed the way customers behave online. Just check out these mobile trends:

  • In 2014, mobile accounted for 34% of Google searches.
  • This year, mobile searches are above 60%+
  • 65% of Google Ad clicks come from a mobile device
  • The average click through rate (CTR) for mobile users is almost a full percentage point higher than desktop users

These trends are having a real impact on businesses like yours…

Check out how visitor device usage has increased for these two Marketing Results clients.

Both have seen mobile visitors go from their secondary to primary traffic source:

Mobile has now overtaken desktop as the primary platform for web visits

So if mobile traffic is a big deal, now let’s look at what NOT to do, before discussing how to do it right…

Common Mobile Landing Page Mistakes, With Examples

Let’s take a look at some real-world examples…

Here are a few companies are bidding on keywords like “Mortgage Broker Sydney”, “Mortgage Broker Melbourne” and “Mortgage Broker Brisbane”.

(Side note: we didn’t click on their paid ads. We used a preview tool to view these pages 🤓.)

At click prices of $15 per click or more, these terms aren’t cheap, so it’s important to maximise conversion rates.

Mobile Landing Page Review #1

What It Does Well…

  • Strong Brand Name & URL.
    At a glance it’s clear what they do and who they serve.
  • The Page Is Mobile Responsive.
    The form has large fields that extend the full width of the page. And the navigation is collapsed into a sandwich menu.

Areas For Improvement…

  • You Still Need To Persuade.
    There are no features, no benefits and no offer whatsoever here. If I were in the research phase of the buyer’s journey, I would click the ‘Back’ button immediately.
  • There’s No Click-To-Call Option.
    The website should at the very least have a click-to-call option in the header. This is the easiest way to start buying conversations with prospects that are ready to act now.
  • The Messaging Is Incongruent.
    The “australian office” header is weird. It’s unusual in the context of a mortgage broking business. It doesn’t give me confidence I’m in the right place.
  • There’s No ‘Scent’ From The Ad.
    It would be better to align this page with the ad. For example, by mentioning the location I searched for  and identical benefits to the ad copy.
  • The Form Fields Are Vague.
    I’m not sure whether I should input my first name AND last name. And I’m not sure if they want my current postcode or the postcode I’m interested in buying in.

Above-The-Fold Mobile Review #2

What It Does Well…

  • They’ve Included A Value Proposition.
    They spell out the specific benefits the prospect will receive from engaging their services.
  • The Fundamentals Are Covered Above The Fold.
    They’ve included a click-to-call number, headline, benefits, call to action and web form above the fold.

Areas For Improvement…

  • The Offer Is Too Vague.
    They don’t do a good job of setting expectations. It’s not apparent where the appointment is held, who it’s with or how it’s delivered (e.g. phone, online, face-to-face).
  • There’s No Consistency With My Search Term.
    Again, this page feels like a ‘catch all’. There’s nothing on this page to show a broker in my area will receive my enquiry.
  • The Form Is Difficult To Complete.
    The form fields are narrow, the help text is small and grey text is almost impossible to read, let alone complete.

Above-The-Fold Mobile Review #3

What It Does Well…

  • Some Mobile Basics Are In Place.
    They’re using a sandwich navigation to save space. And they have a click-to-call phone number.

Areas For Improvement…

  • There’s No Value Proposition.
    They focusing on “price of entry” benefits. Any mortgage broker could make the exact same claims.
  • There’s No Call To Action.
    It’s unclear what the prospect should do next or why they should do it. There should be a clear, compelling call to action above the fold.
  • The Responsive Design Feels Clunky.
    The layout, font size and low contrast on this website make it hard to read.

Free Template:

Best Practice Mobile Site Wireframes

Take the guesswork out of building high-performing mobile landing pages.
Swipe this framework to convert more mobile visitors into paying customers.

Free Instant Access

No Email Address Required

21 Mobile Landing Page Optimisation Best Practices (With Examples)

High-converting desktop sites don’t always translate into effective mobile sites.

Both share the same persuasion fundamentals, but the execution is different.

Here are 21 best practices that are likely to boost your mobile conversion rates and help you convert more mobile visitors.

I have used examples from BrokerEngine, an automation software provider for Australian mortgage brokers.

You can view their full mobile page side by side with their desktop page by clicking the above image (opens in a new window).

Maximise Real Estate In Your Top Banner

  1. Keep Your Logo Compact.
    Most responsive themes default to a full-width logo on mobile devices. Reduce the size of your logo to maximise valuable space above the fold.
  2. Include A Click-To-Call Phone Number.
    Click-to-call lets you fast-track buying conversations. (According to Google, 49% of consumers said it was important to be able to call a business when making a purchase.)

Simplify Navigation With A Mobile Menu

  1. Use A Sandwich Icon.
    The sandwich icon (☰) converts multi-level menus into a thumb-friendly format. This makes it easy for users to find the information they need.
  2. Use Simple and Clear Menu Labels.
    It should be clear what users can expect on each page before they click. Structure pages into logical hierarchies so users can find what they need fast.
  3. Test A Persistent Header.
    This makes it easy for visitors to navigate to key pages without having to scroll all the way back to the top of a page.
  4. Add A “Sticky” Call To Action.
    Persistent call-to-action buttons allow users to act immediately without scrolling.

Optimise Above The Fold

  1. Redesign Your Splash For Mobile.
    Key elements (e.g. headline, value proposition and call to action) should be above the fold on mobile devices.
  1. Place Your Value Proposition Above The Fold
    Every business needs a compelling value proposition. Tell visitors what makes you different and why they should choose you. Focus on ‘point of difference’ benefits that your competitors can’t claim.
  2. Use Thumb-friendly Buttons.
    Use over-sized, high-contrast buttons that users can tap without zooming.
  3. Use Mobile-Friendly Popup Forms.
    Use button-triggered popups to eliminate distractions and maximise conversion rates.

Here’s where you can find more above the fold website optimisation examples.

Free Template:

Best Practice Mobile Site Wireframes

Take the guesswork out of building high-performing mobile landing pages.
Swipe this framework to convert more mobile visitors into paying customers.

Free Instant Access
No Email Address Required

Be Deliberate About Content & Layout

  1. Lay Out Headlines, Images and Text For Mobile.
    Most mobile landing pages use a single-column layout. If you use dual columns or a sidebar, you’ll need to consider the most appropriate order to show each element.
  1. Truncate Or Remove Select Elements.
    Review what information is shown on your mobile landing page. Remove irrelevant information and consider letting users hide/reveal extended sections of text.
  1. Rearrange Layout To Fit.
    Improve the user experience by restyling or repositioning elements for mobile viewing.
  1. Add A Final Call To Action.
    Scrolling can be tedious on a mobile device. Add a relevant call to action at the end of each page so users don’t need to search for next steps.

Make It Easy To Take Action

  1. Specify the best Mobile Input Type.
    Mobile keyboards are one of many ways to input information. Consider the easiest way to capture prospect details. This might include alphanumeric keyboard, number pad, sliders, buttons, etc..
  1. Use Oversized Input Fields.
    Reduce the need to pinch and zoom. Use oversized, full-width input fields.
  2. Only Collect The Information You Need.
    More fields usually translate into lower conversion rates. Only collect information relevant to the offer. For example, don’t collect phone numbers if the user is requesting an online resource.

  3. Use Real-time Validation Rules.
    Don’t wait until a user submits a form to tell them their response is invalid. Use validation rules to verify the formats of phone numbers, emails and other inputs in real time.

Think “Mobile First”

  1. Optimise For Speed…

    1. Lighter Images.
      Compress all images and use appropriate file types to reduce load time and increase page speed. (Recommended tools include TinyPNG or Smush.)
    2. Optimise For Speed (Lazy Loading).
      Use “Lazy Loading” plugins to load sections of the page as users scroll. This means smaller increments of the page load at any given time, increasing page speed.
  2. Track Mobile Traffic Separately.
    Create separate Google Analytics Views for mobile and desktop/tablet traffic. Often the usage behaviour is so different that it warrants analysing them separately.
  3. Mobile-Specific Optimisation.
    Desktop and mobile users behave very differently. When you combine desktop and mobile tests, the upside of one channel may cancel out the other. Mobile-specific split provide clarity and certainty around conversion-rate changes.

What To Do Next

Implementing these 21 best practices for improving the conversion rate of your mobile landing pages is the surest way to win more business from mobile visitors.

  • If you want more ideas and a proven framework to strategise, plan or execute client-getting campaigns, download a free copy of  our Digital Growth Strategy Map.
  • If you’d like personal help to uncover and prioritise the growth opportunities in your business, request a Free Growth Session with a Senior Digital Strategist.

The post 21 Mobile Landing Page Optimisation Best Practices For 2019 (With Free Wireframes) appeared first on Marketing Results.

5 Killer “Above The Fold” Teardowns You Can Use To Win More Clients

Above The Fold Optimisation Feature Image

You already know first impressions are important. And there’s nowhere more important than the “above the fold” area on your homepage.

Scroll Tracking Heat Map
According to eye-tracking studies by Jakob Nielsen, visitors spend 80% of their time above the fold.

Above the fold is the area that is most likely to get read, and hence, the most likely to grab someone’s attention. In fact, an eye-tracking study by Jakob Nielsen suggested that 80% of visitors spend their time above the fold.

That’s why simply optimising your User Experience (UX) above the fold can be so impactful to your results.

In this article we’ll look at some above the fold website examples from some recent projects, plus give you some underlying principles you can use to optimise this super-valuable real estate on your own site.

Try This Quick Above The Fold Audit

Open up your homepage – no scrolling. Now put yourself in the shoes of your ideal client, and ask these 3 questions:

  1. Where am I? (What sort of business / website is this?)
  2. What can I do here? (How can I take action to get value?)
  3. Why should I do it? (Why should I act?)

If you struggle to come up with compelling answers to any of these questions, chances are you’re leaking customers… and sitting on a golden opportunity.

5 “Above The Fold” Website Examples (And Why They Work)

I’ve applied the same three-question exercise to five recent Marketing Results clients so you can see how this applies to various real-world businesses…

Example #1: Territory Homes

Territory Homes Above The Fold Optimisation

Where am I?

1. The tagline below the logo makes it very clear what Territory Homes do and who they serve (i.e. home builders in Darwin).

2. The explainer text below the headline elaborates on their expertise and target audience (i.e. “helping Territorians get the exact home you desire – expertly crafted for Territory conditions”).

What can I do here?

3. Visitors can learn more about building a new home via free resources.

4. Or they can “enquire now” to speak to an expert and start the home building process.

5. They provide a simple, declarative menu – it’s clear what each item would point to.

6. They also provide a phone number where visitors can contact them directly.

Why should I do it?

7. They promise you’ll “Get the home you really want without compromising…”, which implies that other solutions require you to choose between style, quality or cost.

8. They have 31 years’ experience.

9. They provide three key Differentiated Benefits:

9.1. They specialise in building homes for “Territory conditions”, which suggests most homes are not built for the extreme weather of the region.

9.2. They provide a “On Time Completion” guarantee to overcome the common concern that the build will run over-schedule and lead to additional costs.

9.3. They promise “no hidden extras or nasty surprises” to put first-time home builders minds’ at ease.

Example #2: MyCelebrant.com.au

MyCelebrant.com.au Above The Fold Optimisation

Where am I?

1. The pre-header and headline make this extremely clear. MyCelebrant.com.au is “an authorised marriage celebrant” offering “warm and wonderful ceremonies”.

2. The logo (with “CELEBRANT” in clear type) and the navigation (with “About My Celebrant Services”) are persistent elements that reinforce the key offering.

What can I do here?

3. You can learn more about celebrant services – particularly about what makes Heather different…

4. Or you can get in touch with Heather to “get started” planning your own ceremony.

Why should I do it?

5. She’s an authorised marriage celebrant, so her qualification is recognised.

6. The key benefits are:

6.1. The ability to customise your ceremony.

6.2. The done-for-you aspect of the relationship (i.e. “I design and write everything for you”).

6.3. Visitors might not have even considered how “warmth, light and fun” can fit into their ceremony. This further positions Heather as an expert.

Example #3: Tuff Turf

Tuff Turf Above The Fold Optimisation

Where am I?

1. The subhead positions Tuff Turf as “Australia’s Favourite Synthetic Turf” company.

2. This is reinforced by the “Tuff Turf” brand name itself, containing an implied benefit (i.e. it’s more hardy than conventional turf).

What can I do here?

3. This site is primarily focused on buyer education (with the Planning Guide, Gallery, Installation process, etc.).

4. The major “commercial” call to action is to direct consumers to their closest Bunnings Warehouse to purchase. The goal here is thus to pre-educate the prospect to select Tuff Turf at the point of purchase.

Why should I do it?

5. The ultimate benefit is front and centre: “Get Your Weekends Back”. While cost and quality are obviously important factors for the purchase, ultimately it’s the lifestyle perks that come with having a low-maintenance lawn that are most appealing to many buyers.

6. They make good use of Differentiated Benefits below the header:

6.1. “Looks like real grass” – most artificial turf does not.

6.2. “Loved by designers and tradies” – if experts love it, you will too.

6.3. “Fast installation” – which is not the case for all solutions.

Example #4: Designer Sheds

DesignerSheds Above The Fold Optimisation

Where am I?

1. Almost every element here reinforces the fact that this is a custom shed manufacturer that offers a free custom shed design service.

1.1. The brand name: Designer Sheds

1.2. The tagline: “Your perfect shed, guaranteed”

1.3. The headline: “Who else wants a premium, custom steel shed…”

1.4. The subhead: “…every steel shed we make is customised…”

1.5. The offers: “Free shed design guide” and “Free design and quote”

What can I do here?

1. That make a big, bold promise that you can “get a shed customised to your exact width, depth and height requirements delivered onsite for no more than the cost of a stock-standard shed…”.

2. There are two ways you can do that:

2.1. Request a “Free Design & Quote”.

2.2. Downloading the “Free Shed Design Guide”.

Why should I do it?

3. The Big Idea here is that you can get a premium, custom steel shed, for a standard shed price – more value for less money.

4. They provide three unique promises:

4.1 “Rock-solid quality” – to pre-empt the objection that the quality must be lower if the price is so competitive.

4.2. “Unique triple guarantee” – they don’t elaborate on this above the fold, but suffice to say, they’re making a bold promise to customers.

4.3. “100% Australian Steel” – to once again dismiss objections about quality and too-good-to-be-true concerns.

4.4. They provide two ultra-consistent, valuable ways to take action: “Free shed design guide” and “Free design and quote”.

Example #5: JetConvert

JetConvert Above The Fold Optimisation

Where am I?

1. The headline, explainer text, bullets and call to action elements all emphasise JetConvert’s Xero conversion services.

2. Australian visitors can be confident they’re in the right place because they have featured the country name in the primary navigation.

3. They assume the visitor knows what Xero is, has identified the need to transition to Xero and knows that it is typically not a simple process.

What can I do here?

4. They can get assistance transitioning their data from another accounting platform to Xero.

5. They can learn more about the conversion process via free resources (especially the Free Checklist).

6. They can begin the conversion process by uploading their file.

Why should I do it?

7. Speed and Simplicity: Because it’s “the fastest and simplest way” to do it.

8. Peace of mind: Their solution is trusted by 40,000+ industry professionals, which serves as compelling social proof.

9. Unique mechanism: “advanced formulas and processes” to dramatically simplify and accelerate an otherwise complicated and time-consuming process.

10. Reassurance for even difficult or edge cases: e.g. “100+ sophisticated conversion features” and “Custom built systems to handle unusual accounts and outliers”.

Over To You

Optimising your “above the fold” section often provides valuable quick wins. Doing this is usually one of the first steps in our Growth Advisory process.

If you need help strategising, planning and executing any client-getting campaigns that explode revenue and profit, a great place to start is our Free Digital Growth Strategy Map.

The post 5 Killer “Above The Fold” Teardowns You Can Use To Win More Clients appeared first on Marketing Results.

Growth Hacking: How I Improve The Performance Of A Lead Attraction & Nurturing Funnel

Growth Hacking: How I Improve The Performance Of A Lead Attraction & Nurturing Funnel In this video, Digital Strategist Ben Sweetlove explains his process for identifying and improving the effectiveness of a multi-step lead generation funnel. If you’re responsible for lead generation in your organisation (or you’re the one paying for Facebook or Google Ads), this video is for you.

https://fast.wistia.com/embed/medias/5y7d5h4c6u.jsonphttps://fast.wistia.com/assets/external/E-v1.js

Video Transcript

Ben: Hi there guys, it’s Ben here. Now, in this quick session, I’m going to talk about the growth hacking process or the process I follow when I want to improve the performance of a lead attraction and nurturing funnel. So if you’re using Facebook advertising or Google Ads, formerly Google Adwords, to send traffic through to a landing page then this will hopefully provide value to you. So this is the process that I go through with most of our new clients if they are advertising already when they come on board, just to make sure that they’re getting the best performance from their advertising budget. I know you’re probably busy, so I’ll get right into it.

Now, this growth hacking process, really, there’s two goals: One is to review and improve the performance of a page traffic campaign, ultimately to improve a campaign’s return on adspend. There’s two core parts to this process, one is a page traffic source. For example, Google Ads or Facebook ads, but this could also be relevant to Twitter advertising or Instagram or any other LinkedIn Ads, something like that. It’s the same theory, and hopefully you’ll understand what I mean by that. And then secondly, landing pages or just an action website, where the page traffic is being sent to. So those are two core parts here, and when I use this process, like I said before, when a new client starts or when an existing campaign starts to decline in performance, which does happen from time to time for a number of reasons, so really this is the process that I go through during that troubleshooting or that triage stage.

So let’s get in to it. Now, what I’ve done is I’ve created bit of a model so I can explain really how this works. The first step is to gather all of your data so you can build them in to a model of how it works, how the campaign is actually working in real life, and there’s a couple of things going on here. So we have at the top of the funnel, we have a top funnel of our landing page and let’s say that you’re getting 3000 visitors with an average prospect click of about $2, which means you’re spending 6k, let’s say this is a month. Moving down the funnel, the use of account as a subscriber, they then add it to an email list and assuming that you’re sending emails regularly to your list and you’re nurturing that list, you’re going to naturally send users through to your bottom of funnel offer landing page and that’s more often than not, that’s a free consultation. Let’s say that a user requests that free consult and then your sales process kicks in and the user purchases. So this really is a traditional top of funnel to bottom of funnel process, and we have some numbers here.

Like I said before, 3000 visitors, if they are converting at 6% on that landing page then you’re going to get 200 subscribers or soft leads. Let’s say that 25% of those are nurtured via your e-mail list and then visit your bottom of funnel offer landing page, so you get 50 visitors. Now, let’s say that your offer converts at 20%, which means you’re going to get 10 consult requests and let’s say that your sales process converts at 40%, which means four sales. So automatically by visualising this campaign hierarchy and this ecosystem, we can see in numbers how that funnel is actually working. So 3000 visitors, converting to four sales via the journey that you can see here. So, let’s say, as part of our optimisation process, we improve the conversion rate of that top of funnel offer landing page. So let’s say that this was 6%, but we can, by doing landing page testing, get it up to 8%. What that means is that we are going to have 240 subscribers now coming from that spend, so if I just scroll back, it was 200. If we do that optimisation and the landing page testing, then we’re going to get 240. Now, that’s going to have a knock-on effect. Assuming that these conversion rates stay the same, we’re now getting 4.8 sales, which is an increase of 20% on the bottom of funnel matrix, which is pretty good, which means our cost per sale if I just jump back to step one, so $1500 per sale to start with.

Scrolling down to step 2 just by improving this by 2%, we’re dropping our cost per sale down to 12.50. So it’s pretty good, bump it. So that’s step 1. And really what I’m doing here – and I’ll explain this when I get to a later slide – is I’m looking at the lowest-hanging fruit. The smallest change is going to have the biggest change in performance essentially or the highest leverage change. And by starting at the top of the funnel, we can then influence that funnel sequentially or gradually.

Let’s move on to step 3 now and let’s say that we have another landing page here. This is converting at 20%. Let’s say we run a landing page test and we bump it up to 30%. What that means, once again assuming that all matrix remain the same, we can now get 7.2 sales for that spend or a cost per sale of $833.33, which is pretty good. Now, once again, scrolling down, let’s say that we reduce our cost per click by 25% so that we do some smart campaign management and we get that now down to $1.50, so if I just scroll back up one, that’s just $2 there. If we can get it now down to $1.50, it means that we’re going to get 4000 visitors for our spend of 6 grand, which assuming all of these remain the same, we’re now going to get 9.6 sales at a cost of $625 per sale. What this ultimately means is that two landing page tests, so this is, a landing page test can take 15 minutes to set up if you use the right tools and you’re testing the right stuff. And I’ll talk about what to test in a minute. And in smart campaign management say you want to have someone that knows how to optimise Facebook or Adwords or whatever campaign platform you’re using to reduce that cost per click is going to increase sale volume by 140% while decreasing 58%, this is the matrix that I got just by conducting those three tests and I mean look the campaign manager is not really testing. Yes, this testing involve, but it’s all about how to improve the quality of that traffic, which means 5.6 extra sales for the same investment in traffic, which is also what I like to call a slam dunk.

If you’ve found this article useful, feel free to follow my approach in your own campaigns.

Or if you want to discuss a more tailored, “done for you” service (where we take care of this for you), then get in touch to talk more about your situation and how we can add value.

GET STARTED NOW BY REQUESTING A FREE GROWTH SESSION

The post Growth Hacking: How I Improve The Performance Of A Lead Attraction & Nurturing Funnel appeared first on Marketing Results.

Lead Generation Campaign Pre-Mortem: How To Ensure Your Campaign Is A Success

If you’re spending money on Facebook or Google (or any paid traffic platform, for that matter) to generate leads, let me explain an in-depth process to make sure your campaign doesn’t end up in an early grave.

Step One: High-Level
Campaign Requirements

Before we begin, let’s clarify a few key things you need to consider when planning your lead generation campaign.

From a psychological perspective, your prospects will enquire with you when they feel comfortable that:

  1. you UNDERSTAND their situation in-depth 
  2. you can solve their problem or achieve their desired outcome, better
    than anyone else available to them
  3. the value you’ll provide will outweigh their investment in time and money (they’ll feel you’re ‘worth it’)
  4. you’ve solved their problem before, and can do it again for them
  5. they like and trust you

An effective lead generation campaign will create ALL of the above situations, via ad creative and landing pages.

Make sure the following things are
occurring to ensure your ads and landing pages convert your traffic:

  • You have a strong and unique offering in your market… and your “Unique Value Proposition” (explained in the next section) is carefully communicated 
  • Your offers are compelling, and you’re using them at the right parts
    of your buyer’s journey (also explained below)  
  • You’re using the strongest/most appropriate emotional triggers 
  • Your landing pages provide enough information to cater for your prospect’s level of awareness 
  • You are catering for prospects who want to engage you NOW and prospects who aren’t ready yet (Hint: this is where you nurture via email)

Step Two: Differentiation — Adding Natural Strength To Your Campaign

You need to make sure your campaign’s
messaging contains strong differentiation against other players in your space —
in other words, make sure you:

  • Describe the benefits you provide your customers (ie. how you change their lives for the
    better), and explain how you are DIFFERENT,
  • Speak directly to the desired outcomes of your prospects,
  • Speak directly to the reader, in their own terms, using “you”
    language, instead of using only “we” or “I”,
  • State your claims from a customer’s point of view, and solve a
    problem or provide an outcome they don’t yet have,
  • Demonstrate PROOF that you can make true of your claims,
  • Demonstrate unique data points that separates you from your
    competitors,
  • Address core emotional triggers,
  • Demonstrate that you “get” your customers (you “understand” them)
  • Make it 110% clear that you are THE #1 LOGICAL CHOICE to the
    prospect, and
  • Contain a guarantee and/or elements that will contribute to some
    form of reduction in risk.

For more information about Unique Value Propositions, click here.

Step Three: Crafting Your Offer

Simply saying “enquire now”, “contact us”, or “subscribe to our free newsletter” won’t cut it anymore. You need to offer your prospects items of value to attract them into your marketing funnel. In online lead generation, offers are usually information (of differing degrees of human/real-time involvement from you) that solves a problem or provides a desired outcome.

1: Top Of Funnel Offers – Research Stage

Top Of Funnel Offers generally explain how
to solve a problem or achieve a desired outcome, and can come in the forms of
checklists, whitepapers/reports, guides, interactive PDFs, or videos. A Top Of
Funnel Offer is provided in exchange for an email address. A Top Of Funnel
Offer answers the question “How do I solve a particular problem”.

2: Middle Of Funnel Offers – Consideration Stage

Middle Of Funnel Offers generally show how
a problem can be solved or an outcome achieved using a specific organisation’s
solution, and can come in the forms of advanced whitepapers/reports, case
studies, webinars, or videos. A Middle Of Funnel Offer is also provided in
exchange for an email address. A Middle Of Funnel Offer answers the question
“How do I solve a problem using a particular organisation’s solution”.

 3: Bottom Of Funnel Offers – Purchase Stage

Bottom Of Funnel Offers bridge the gap
between your marketing funnel and your sales process. Bottom Of Funnel Offers
generally show a prospect how to solve a problem or achieve a desired outcome
using tailored strategies specific to their unique situation, and are usually
in the form of a free consultation, a free strategy/planning session, or an
in-person engagement where value is delivered to the prospect. A Bottom Of
Funnel Offer is designed to (a) provide value to your prospects while (b)
positioning your paid product or service as the next logical step.

Step Four: Tactical Campaign Management – Landing Pages

Here are some tactical conversion tips for
high-converting landing pages.

Copy: 

  • Ensure you address pain/pleasure points, and/or emotional triggers
  • Write using a conversational style, just like you’d speak to someone
    in person
  • Use the word ‘you’ where possible, particularly in headlines
  • Talk in terms of your prospects’ desired end state… and the benefits
    they’ll get when they engage you 
  • Benefits come first… then back them up using features and facts
    about your business
  • Weave in social proof as much as possible 

Design:

  • Use bullet points and subheadings, to prevent information-skimming
  • Use diagrams where possible
  • Don’t overload users with information, however present information
    in a logical information hierarchy 
  • Design quality can convey your commitment to quality – so use an
    aesthetically pleasing design
  • Don’t use images that are too ‘stocky’ – keep it real. Use your own
    photography if possible

Technical:

  • Have a clear ’next step’ call to action on your Thank You Pages
  • Ensure your collateral can be viewed easily on all devices
  • Ensure forms are compatible for mobile devices
  • Pay attention to page load speed (long page load times can frustrate
    and deter users)

Step Five: Tactical Campaign Management – Traffic Sources

Follow these tips for Google Ads and
Facebook Advertising…

Google Ads / Search Marketing

Search marketing allows you to show your
ads to people who are actively searching for (a) a solution to a problem they
no longer want or (b) a desired outcome/end state. The most popular search
marketing platforms are Google Ads and Bing. Follow these tips for strong
search marketing campaigns:

An effective campaign will contain the
following strategic elements:

  • It helps solve the unwanted problems and/or create desired solutions
    of your target audience.
  • It showcases the unique benefits/features provided by your
    business. 
  • It is deeply researched and covers all of the search terms used in
    your industry
  • It creates some sort of Search Engine Results Page (SERP)
    differentiation, so your ads look different and stand apart.
  • It uses a tight keyword -> ad -> landing page relevance. 

Facebook Advertising

Paid social media ad platforms (like
Facebook) allow you to show ads to people who are interested in, or could
benefit from, your product or service. Unlike Search Marketing, paid social
media platforms use an ‘interruptive’ strategy, where ads are placed in front
of users (instead of them searching for a solution). Facebook is the largest
social media ad platform. Your Facebook PPC campaign should have the following
strategic features:

  • It helps solve the unwanted problems and/or create desired solutions
    of your target audience.
  • It showcases the unique benefits/features provided by your
    business. 
  • It takes a value-first approach – where your ad creative provides
    value up-front, to lay the foundations of a win-win prospect relationship
  • It is designed to nurture slowly instead of ‘asking for marriage
    before your first date’

If you’ve found this article useful, feel free to follow our approach and let us know how you get on.

Or if you want to discuss a more tailored, “done for you” service, then get in touch to talk more about your situation and how we can add value.

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The post Lead Generation Campaign Pre-Mortem: How To Ensure Your Campaign Is A Success appeared first on Marketing Results.

2 Implementation Frameworks For Nailing Your Digital Marketing Execution (Updated for 2019)

Two Implementation Frameworks For Nailing Your Digital Marketing Execution

With all the rapid changes in digital commerce, coupled with the customer acquisition success stories you may have seen, it’s easy to get excited by the potential of digital marketing in your business.

But for several years I’ve observed the pattern where digital marketing efforts start with a hiss and a roar, before running out of steam as you and your team get busy and and preoccupied with day to day operations.

I don’t want this to happen to you.

So let’s talk about two Digital Marketing Implementation Frameworks for ensuring your digital marketing gets done on a steady and consistent basis, all year round.

These are frameworks we deploy at Marketing Results for clients – but the concepts are equally applicable to an in-house team, or remote team.

Framework #1: The Expert Team Model

Framework #1 is the Expert Team model – because digital marketing is a team sport.

Project management framework - digital marketing execution

The same brain that is great at formulating digital strategy is not the same brain that is likely to be a gun at writing direct response copy, conversion-oriented design, split-testing landing pages, implementing marketing automation systems or managing Google AdWords.

Yes, it’s possible to have a “generalist” who can do a little bit if everything, but they tend to be very strong in 1 or 2 areas, average at many things, and very weak in a few areas. So you end up with an inconsistent result.

That’s not to say that generalists don’t have their place. The best role for a good generalist is the “Account Manager” or overall co-ordinator of  your digital marketing activity.

So the implementation team ends up looking something like this:

  • You have a digital strategy that you overhaul anually, and revisit quarterly (more frequently if you’re growing very fast).
  • You have an Account Manager function, responsible for co-ordinating your implementation team.
  • And you have a team of specialist implementers who execute most of the “doing” work.

At Marketing Results, we provide our clients with the key people you need in the right quantities to execute your strategy on a turn-key basis. The most commonly leveraged combination of expertise at Marketing Results is a tight-knit team including:

  • An Account Manager (the strategist and coordinator)
  • A Direct-Response Copywriter
  • A Direct-Response Designer
  • A Technical Integrator (also known as a front-end developer or HTML coder)

This model is also good because it gives you access to very specialised expertise on a “part time” basis, that would otherwise be hard to access (e.g. high end web analytics experts, or sales funnel architects).

That said, you can also execute this same concept in-house if you have the time, expertise and inclination to “project manage” a team of providers from websites like Upwork or Freelancer.

So that’s Framework #1 – get an expert team in place.

And here’s Framework #2:

Framework #2: Implementation Rhythm

So let’s say you have the right strategy… and you have the right team.

That’s a great start!  But the wheels can still fall off if you don’t do the right things in the right order, all year round.

Because even the best strategy is useless without steady and consistent implementation. Conversely, myopic deliverable-pushing without strategic oversight can quickly get off track. You end up focusing on “activity, not results”, which is the death-knell of Return On Investment.

Implementation Rhythm is a concept that bridges the divide between high- level strategy and day-to-day delivery. Here’s how it works:

Implementation rhythm framework - digital marketing execution

Tactical Delivery (1-5X per week)

“Doing” of deliverables by your Expert Team

Tactical Reporting (weekly)

One centralised, business-owner or manager-level report on a weekly basis that covers delivery progress, interim results, insights and next steps is a good way to feel like you know what’s happening, without having to micro-manage everything. This is something your Account Management function should perform.

Dashboard Report and Strategy Check-in (monthly)

Approximately monthly, we recommend checking in with your Account Management function to review broader trends and provide a forum for re-alignment, if necessary.

3-Month Plan Formulation (quarterly)

Digital moves fast and the landscape can shift from one quarter to the next. Every 3 months we recommend locking down the next 90 days of specific deliverables in alignment with your overall strategy and based on the next best steps.

Strategy Review (half-yearly)

Every 6 months it is a good idea to really “zoom out” with your strategic hat on and consider key results and high-level opportunities. Doing this avoids the woods-from-the-trees syndrome that so often affects detail-oriented pursuits such as digital marketing.

Strategy Intensive (yearly)

This is where you set aside all your assumptions and take at least half a day out to review all key results, re-set your goals, and re-formulate your plan for making them a reality over the next year. A facilitated session is usually most valuable in order to get an impartial third-party perspective.

Putting These Frameworks Into Action

We developed these frameworks over more than a decade because we recognised a gap between really great strategy and ideas, and rubber-hits-the-road implementation.

In fact I quite often hear from prospects something like, “you digital guys are full of ideas with split-testing this and SEO-that, but the execution never seems to happen according to the plan”.

That’s a common gripe about the digital marketing industry, and I think a fair one. And it’s one perception that I’m out to change.

So how would we do this if we were to work together?

Well, we give you access to an “expert team” of up to 10 individual specialists working on your traffic, conversion and automation campaigns… for much less than the cost of hiring equivalent resources in house.

And as a result, you generate a steady stream of inbound leads to power your business growth.

All the critical components of your online marketing function are taken care of, your time is freed up to finally work “on” the business and not “in” the business, and what you know should be getting done, actually gets done.

If the idea of that sounds appealing, and you’re curious to explore further, then the next step is to set up a time to talk, normally via phone in the first instance.

And during that initial chat, we’ll evaluate your business and work with you collaboratively to create an immediate plan to increase your sales and profits online.

If you enjoy the conversation and get value from it, we can discuss working together long-term. On the other hand, if what we come up with doesn’t align with what you need, there’s no harm done and we’ll part as friends.

There’s no charge for this and there’s no catch… simply request your Online Marketing Growth Session by clicking the green button below.

Request your free Online Marketing Growth Session

The post 2 Implementation Frameworks For Nailing Your Digital Marketing Execution (Updated for 2019) appeared first on Marketing Results.

Detailed Walkthrough: Our Complete 7-Step Facebook & Google AdWords Online Lead Generation Formula

This is exactly how we’ve helped dozens of marketers of services and complex products use AdWords, Facebook and landing pages to generate more leads and enquiries at less cost. Want proof this strategy works? Take a look at our Case Studies page.

If you’re not happy with the performance of your Facebook PPC and Google AdWords campaigns, this comprehensive guide will help. Bookmark it, print it, or save it as a PDF.

The Six Step Process:
How This Strategy Gets You Results

Here’s how our strategy generates more leads at less cost:

1. It Scientifically Targets Your Desired Prospects

You need to display eye-catching ads to web users who have a burning problem you can solve, or want an outcome you can provide, and are in a position to be convinced to take action. This may be via Facebook PPC, or AdWords Search, or both.

2. It Convinces Them To Click On Your Ad

You need to use your Irresistible Offer (explained below), components of your Unique Value Proposition (explained below), emotional triggers, and smart creative execution to make it difficult for your prospects not to click on your ad.

3. It Carries The Prospect’s Thought Process Through To Your Landing Page

If your prospect searches for “widget paint” then your landing page must talk about exactly that – widget paint, not something even slightly different like widget paint brushes. Providing this hyper-specific and congruent ad to landing page experience is CRITICAL.

4. It Explains How You Can Solve Their Problem Or Provide Their Desired Outcome

Simply explaining “what you do” will not cut it any more. Your prospect needs to know that you “get them” and that you empathise with their struggles or desires. Make sure your landing pages are packed to the brim with proactive salesmanship that clearly presents you as the BEST problem solver or outcome provider.

5. It Automatically Follows Non-Action-Takers With A Secondary Wave Of Ads

You need to use intelligent retargeting methods to display ads to visitors who don’t initially convert on your page. It’s this smart fallback strategy that re-captures timid prospects who ‘sit on the fence’ or feel they have to shop around before taking action.

6. It Learns Constantly, Forever

Every ad, keyword, audience, campaign structure, and landing page must be tested repeatedly, forever – so you learn exactly what works, and what doesn’t. There are multiple magnitudes and layers of testing, too: incremental adjustments or transformational differences to design, copy, layout, emotional triggers, offers, targeting, and campaign delivery. It’s this attitude of “Constant And Never-ending Improvement” that gets you better results.

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Step One:
Introducing The Components You Need For This Strategy

Here’s what you need to assemble and launch this lead-generating formula:

  • A Unique Value Proposition
    Before you assemble ANY collateral for your lead generation campaign, you’ll need a gripping written statement that clearly explains how you’re different when compared against your competitors. This is called your “Unique Value Proposition” and we inject it deep into your ads and landing pages to ensure they cut through the competitive landscape and position YOU as the ideal solution to your prospects.

    If you don’t have a Unique Value Proposition yet, that’s OK – when you join us, we’ll go through a UVP creation process to create it. You can use the final product in all your other marketing, too. More on this below.

  • An Irresistible “Value-First” Offer
    Next, you need to formulate an Irresistible Offer – a value-packed offer that will be woven in to the core of your ads and landing page. It’s not enough to say “enquire now” or “buy now” anymore — you need to offer something of value for free, even at the start of your sales process. Not sure what that means? Your Irresistible Offer needs to answer burning questions your prospects may have. It needs to solve problems they can’t solve on their own. And it needs to give them a sense of security… that you understand their problem and can create the outcome they want better than anyone else.

    If you don’t have a compelling offer that your prospects simply can’t ignore, that’s OK – when you join us, we’ll work through an Irresistible Offer creation process to design one. You can also use the final product in all your other marketing, too. More on this below.

  • Direct Response Landing Pages
    Your landing pages play a huge role in converting your paid traffic – they’re the ‘automatic salesperson’ that sells your products or services 24/7. Your landing pages must be hyper-relevant to the visitor’s demographic, psychographic or search intent. They must clearly explain how you are different and therefore better than your competitors. They must use the right emotional triggers so your prospects can relate to you. They must solve burning problems or present desirable outcomes. They must present an irresistible offers and strong calls to action. They must be mobile responsive and provide a visually-appealing experience, and they must be designed in a way that ensures “skim readers” and scanners will absorb your key information as their eyes skate down your page.

    If you don’t have any dedicated landing pages yet, that’s OK – we’ll create and host them as part of your engagement with us. Read more about landing pages below.

  • Tightly Targeted, Waste-Free, Efficient Traffic Campaigns
    Your traffic campaigns must be engineered to serve the right message to the right people whilst outperforming your competitors and delivering a congruent user experience. To make sure this happens, all campaign components must be working in harmony to achieve this: targeting, ads, ad extensions, waste-reduction strategies, and even initiatives to combat your competitors need to constantly be addressed. And where possible, continual testing should occur on as many components as possible. It’s this combination of art and science (ad writing vs. acting on data) that incrementally improves campaign performance to reduce Cost Per Conversion and get you more bang for your buck.
  • A Never Ending Optimisation Process
    Lastly, you need to continually test, adjust, and optimise every moving part in your campaigns. Why? Markets shift. Ad creative wears out. Targeting methods change as platforms evolve and grow. Some platforms work better than others. And competitors apply pressure, so the ‘click economy’ drives up costs. By testing things like headlines, ad text, ad types and landing page variations you’ll create a compounding series of improvements that add up to an amplified improvement overall. This is the key to the optimisation process: never-ending analysis and adjustment.

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Step Two:
Your Unique Value Proposition

The most important foundation your organisation’s digital marketing strategy is a differentiating sentence or statement called a Unique Value Proposition, or “UVP” in short.

A UVP describes the UNIQUE value or benefit(s) your organisation provides to your target market(s), and differentiates you from your competition whilst simultaneously attracting responsive, “ready-to-buy” customers. The key operating word here is “unique” – fundamentally, a UVP addresses one key question asked by your potential customers:

“WHY SHOULD I BUY FROM YOU, AND NOT SOMEBODY ELSE?”

Your Unique Value Proposition should:

  • Speak directly to the desired outcomes of your target market,
  • Speak directly to your target market, in their own terms, using “you” language, instead of using only “we” or “I”,
  • Be stated from your customer’s point of view, and solve a problem or provide an outcome they don’t yet have,
  • Contain PROOF that you can make true of your claims,
  • Contain unique data points that separates you from your competitors,
  • Make it 110% clear that you are THE #1 LOGICAL CHOICE to your prospect, and
  • Contain a guarantee and/or elements that will contribute to some form of reduction in risk.

In other words, an effective UVP exists inside the overlap between the needs or wants of your target market, and the unique offering and experience you provide. In a digital marketing context, without a Unique Value Proposition, marketing tools and channels like Google AdWords, Facebook PPC, landing pages and websites are undifferentiated ‘shells’ that do not and will not cut through a competitive landscape.

How to create your “Unique Value Proposition” and “Unique Value Statements”

STEP ONE: “Your Desired Customers”

To begin with, you need to get a CLEAR understanding of the hot buttons and psychological drivers of your prospects.

Write down as many responses as you can to the following questions:

  • What BURNING problem(s) do your prospects have that they don’t want?
  • What ADVANTAGEOUS outcome(s) do they want, but currently don’t have?
  • What do you think they need to see in a solution, that will make them consider engaging it?
  • Are there any persona types that have varying differences on the above problems, outcomes, or solutions?
  • What common, pre-conceived objections or risk-aggravators might these customers or personas have?
  • What are common demographic statistics and psychographic drivers of these prospects and persona types?

STEP TWO: “The Value You Provide”

Next, answer the following questions:

Your Value Offering

  • What VALUE do you offer your customers, for free?
  • What VALUE do you offer your customers, in exchange for their money?
  • What VALUE do you offer uniquely, that you competitors do not?

Your Skills

  • What skills (AKA your features) do you have, and what result can they produce for your customers (AKA your benefits)?

Your Experience

  • What experience do you have, in a quantifiable format? For example, years in business, number of cases completed, etc.

Your Proof Elements

  • What testimonials, reviews or other forms of social proof do you have?

STEP THREE: “Your Competition”

Analysing your competition is important – not so much for creating your UVP and UVS, but for analysing your offering at a higher level.

Here are some questions you can ask yourself:

  • What VALUE do your competitors offer your customers, for free?
  • What VALUE do your competitors offer your customers, in exchange for their money?
  • What VALUE do your competitors offer uniquely, that you do not?

STEP FOUR: Compiling This Into A Succinct Written Unique Value Proposition

This is the most difficult part of the process and requires skills in the areas of business analysis, consumer psychology, and copywriting.

Firstly, use the above information you’ve compiled to produce a list of key UNIQUE benefits that you offer your customers.

If you can’t pull out any unique benefits, you mayyyyy have a bit of an identity crisis on your hands. Go back to the drawing board and see how you can re-position your offering so you CAN offer some form of unique value.

Secondly, using this information, create sentences that articulate how WHAT YOU DO UNIQUELY to provide THE BIGGEST OUTCOME(S) YOUR CUSTOMERS REALLY WANT, whilst simultaneously baking in proof, unique data points, a guarantee, an offer that drips in value, and good old copywriting salesmanship and sizzle.

Like I said earlier, this process is easier said than done and takes time, practice and probably multiple iterations to get a final, working result.

When you’re writing your value statements, follow these tips:

  • Use ultimate and proximate benefits, NOT features.
  • Use real facts and figures, NOT hype-driven exaggerations.
  • Talk in the terms of your customer: provide the burning outcome they’re looking for, interwoven with an offer they can’t refuse.
  • Leverage the things that make you UNIQUE. 

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Step Three:
Your Irresistible Offer

Your Irresistible Offer, or the piece of VALUE you’ll give to your prospect at the start of your sales process, is the most important conversion element on your landing page. If you have a limp offer, you’ll have a limp conversion rate. If your offer “sizzles”, you won’t have any trouble converting your traffic. 

Caution! Generic Calls To Action (CTAs) Struggle To Differentiate You

If you offer a service or complex product, your initial call to action is probably a telephone conversation with someone from your sales team.

The Call To Action for this engagement could be:

  • Get a free quote
  • Book a free consultation
  • Enquire now

The problem here is that most of your competitors probably offer something very similar… which means you’ll struggle to differentiate yourself. It’s not enough to simply ask for your prospect to get in touch for a free quote or free consultation – you need add additional some additional value to the exchange. 

The promising thing is that most general calls to action can be repositioned into Irresistible Offers. 

Goal: Convert a bland Call To Action into an Irresistible Offer.

In many cases, a simple ‘enquire now’ offer can be repositioned as an offer that drips in value.

Here are some examples for different industries:

  • Cosmetic Surgeons: Enquire Now and get a FREE Cosmetic Surgery Beauty Plan – provide value to your prospects by showing them how they can improve their appearance using your solutions 
  • Vet: Book an Appointment and get a FREE 27-Point Health Check-Up For Your Dog or Cat – give peace of mind to your prospects by performing a wider health checkup
  • Mortgage Brokers: Book your Home Loan Prep & Comparison Session – solve a problem for your prospects by explaining what they need to do to qualify for the home they want (and then give them loan options if they are ready to proceed)
  • Artificial Turf: Get A Free Quote & Sample Pack Sent Via The Mail – help your prospects choose YOU by sending them a sample pack in the post

Sell The Sizzle

The key here is to produce an offer that drips in value for your prospect. The prospect must REALLY want to access the information or value you’re offering them. If this ‘sizzle’ doesn’t exist, you’ll get a lax result and the prospect will end up sniffing around your competitors. Ensure your offer (and subsequent sales acumen) appeals to the #1 emotional benefit that must be addressed, to convince the visitor to take action. At a high level, this is either to reduce pain or increase pleasure. There may be other emotional triggers depending on your situation.

Not sure you can produce a tonne of value? Simply show your prospect how they can solve a problem they have or get an outcome they want, in a way that makes them choose YOU over your competitors. 

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Step Four:
Your Landing Pages

High performing landing pages are just as important as high performing traffic campaigns. If you send your traffic to an inefficient landing page, you’re wasting your click budget. Why? Think of this another way – if your landing page was improved to convert twice as much traffic, you’d halve your Cost Per Conversion. So, a better performing landing page = a better Marketing Return On Investment. 

Here’s a process for creating a high performing landing page:

1. Consider Your Visitors’ Level Of Awareness

Before you begin the creation of your landing page, you’ll need to clearly understand the visitor’s level of awareness around your product or service.

Advertising guy Eugene Schwartz coined the “Five Levels Of Customer Awareness” in his book Breakthrough Advertising, and they are inherently important in the landing page production process.

In a landing page context, the five levels are:

Most Aware – Page visitors who know and love what you do. They buy your products and are loyal to your brand. Easy to sell to.

Product Aware – Page visitors who know your product or service, but haven’t bought it. They are familiar with your competitors’ value propositions, and aren’t sure if YOU are the right choice for them just yet.

Solution Aware – Page visitors who know what solution they are looking for, but didn’t previously know about your specific product or service.

Problem Aware – Page visitors who know they have a problem to solve or an outcome to achieve, but don’t know how to solve it yet.

Unaware – Page visitors who don’t know they have a problem, or don’t have an outcome they want to achieve.

The less aware your page visitors are, the MORE salesmanship and direct response collateral is required on your landing page because:

  • You may need to explain the problem you’re solving, or the outcome you can provide
  • You may need to explain what solutions and options the prospect has
  • You may need to convince your prospects that YOU are the best solution when compared against your competitors

Generally speaking, the less aware the visitor is, the longer your landing page will need to be.

2. Consider The Page’s Traffic Source

The type of traffic arriving at your landing page will dictate the complexity and messaging required to get the best response.

  • If a page is driven by keyword-centric traffic, you’ll improve the page’s performance by specifically tailoring headlines and supporting text towards these search terms, to improve ad → landing page relevance. Correctly executing this process will improve your page’s conversion strength (its ability to convert a visitor into a prospect) and Quality Score relevance.
  • If a page is driven by audience-centric traffic (from a source like Facebook PPC), you’ll need to be mindful of varying demographics and psychographics you’ve chosen to view the page. Visitors are more likely to respond to situations and images they can relate to – sending a senior citizen to a landing page containing pictures of young people might not be a strong conversion strategy. Targeting CEOs? Increase production value. Trying to persuade a younger demographic? Use energetic, inspiring imagery.

3. Make Sure You’ve Addressed These Critical Strategic Elements

When planning, designing, refining and testing your landing page, ensure the following strategic elements have been addressed:

  • Offer: Remember your landing page exists to present, justify, and SELL an Irresistible Offer. This offer should fall into a broader sales funnel, and the landing page’s SOLE focus should be to convince visitors to execute this offer, and nothing else.
  • User Experience: Make sure the landing page is seamlessly integrated into a logical user experience. Generally, this means means  your keyword → ad → landing page → thank you page relevance should be logically organised.
  • Quality Score: If the page is an AdWords landing page, make sure Quality Score has been taken into consideration. Higher Quality Score = lower average CPC.
  • Competition: Getting a feel for the playing field is also a good idea. Review the landing pages of your top three competitors to see if they’re doing anything better than you, or something you might not yet be doing.

4. Make Sure You’ve Addressed These Critical Tactical Elements

Every landing page should contain the following tactical elements:

  • Headline: Explaining how the offer solves the visitor’s problem, provides an outcome they desire, or presents a unique promise they can’t refuse.
  • Supporting bullet points or sentence(s): Containing additional descriptors and value surrounding your offer, and distinct and compelling reasons why the prospect should take action.
  • Call To Action (CTA): Explaining the next logical step and a reason to act now. The CTA should also sell the value (what the prospect will get) and be worded in a manner that portrays minimal risk. A strong CTA will also explain what could happen if the prospect DOES NOT take action.
  • Paragraphs: Supporting the core points of the headline and opening text. These paragraphs should play on the #1 emotional trigger of the page, and focus on a desire or fear.
  • A Persona & Image: Humans do business with other humans, not businesses. A strong landing page will feature a profile of a real person. 
  • Proof points: Should be woven through the page. Examples of proof points are testimonials, data (number of clients serviced, number of members, number of units sold, etc.), memberships, accreditations, et cetera. At least one form of proof should be above the fold.
  • Diagrams and value-adding imagery: Diagrams like charts and data visualisations are efficient at communicating quantitative messages, and images are essential but should not appear tacky (or “stocky”) and should not draw attention away from sales copy.
  • Rich but not distracting visuals: Yes, production value is very important, but function and performance is more important than a page that looks ‘nice’.
  • Lead capture form: Requesting the bare minimum amount of information required (eg. name, email address). The form should somehow reinforce the VALUE the prospect will receive when they accept the offer, and will demonstrate a concern for the prospect’s data privacy.
  • Frictionless mechanics: Whereby the form should complete smoothly, and the transition to the Thank You Page should be seamless.
  • Device responsive versions: So the landing page can be viewed, and is effective, on ALL mobile device sizes.

5. Follow These Guidelines When Writing Copy

Follow these guidelines when writing copy on your landing page: 

  • Landing page copy must take your Unique Value Proposition and overlay it over the unique needs and wants of your customer – in other words, you must demonstrate how your UNIQUE offering provides an outcome your target needs, or a solution to a problem they have but don’t want. This is a sweet spot: aligning your unique offering over your customer’s needs and wants. To take this further, your copy must single out the difference between your “Market Entry” benefits and  “Unique” benefits. Market Entry benefits are plain, vanilla attributes that anyone can demonstrate to enter the market. Avoid those at all costs. Unique features and benefits are what sets you apart from your competitors and should be leveraged as much as possible.
  • Oh, and it goes without saying – discuss benefits, not features. Features are important, but only when describing a benefit.
  • Ensure every element on your page passes the “so what” test. For example, if you tell me you have 10 years of experience, you’ll also need to explain to me how that’s going to help solve my problem or provide the outcome I’m looking for.
  • Copy must provide an argument containing a choice of yeses. The more yeses the reader verbally or non-verbally says, the more likely they are to take a desired action.
  • Copy must flow logically – small arguments must smoothly flow in the stream of an overall, larger argument that guides the reader into taking action.
  • Copy must convince the reader that they’d be worse-off if they DID NOT take up the offer on the landing page.
  • Copy must not contain a word or sentence that doesn’t provide some form of value towards the persuasion process. Every sentence should answer a “so what” test – if the sentence doesn’t relate to solving a problem or providing an outcome the prospect needs, it’s noise and should be removed.
  • Use bullet points wherever and whenever you can. Generally, people don’t read large blocks of text – they skim through text and scan over paragraphs. When you use bullet points, with bolding and italics, your ‘skimming’ audience will still absorb your critical sales messages.
  • When you’re writing paragraphs, use short, simple sentences. And ensure every paragraph works off a desire or fear.
  • Use the word “YOU” not “WE” or “I”. Make the experience, argument and logical solution about the customer, NOT about you.
  • Try and use the word “you”, “imagine”, and “because” as much as you can. YOU allows you to talk directly to the reader. IMAGINE allows the reader to place themselves in an imaginary scenario where YOU are providing the solution for them… this is a psychology hack that creates a deep association between you and the solution the prospect is looking for. BECAUSE allows you to explain the ‘reason why’ behind your message… allowing you to create a stronger argument.
  • Ensure headlines can be digested in less than five seconds. Any more, and you risk losing the attention span of the visitor.
  • Ensure headlines address the problem the prospect is trying to fix, the outcome they are desperately trying to manifest, or the unique problem you can provide to them.
  • Ensure copy is written to the required level of sophistication and awareness of the audience.

6. Follow These Guidelines When Crafting Layout & Design

Here are design rules and guidelines I generally follow when constructing a landing page:

  • A page’s design must be striking enough to capture the attention of users within FIVE seconds. Web users have very short attention spans – they’ll skim, scan, and only “see” the information that stands out the very most. A landing page’s design must portray the value of the page’s offer in the least amount of time possible. Less than three seconds is ideal.
  • The page’s layout, and relationship between design elements, must guide the visitor’s eye through a logical, sequential path of written and visual elements. A landing page’s most core components must capture attention via a hierarchy – headline first, sub-headline second, bullet points third etc. Web users are impatient – so the sizzle of the hierarchical components must pull the reader into viewing them sequentially.
  • It’s important to use whitespace to accentuate core conversion components.
  • On a landing page, there must be one call to action only (possibly repeated throughout the page). It should be the most visible component on the page. Try the “squint test” – look at a landing page and squint your eyes. If you can see the call to action visibly sticking out, the page has used colour and layout to properly position its call to action.
  • Proof elements are critical to the success of any landing page, and must be woven throughout all page components (proof comes in many forms – examples are testimonials, accreditation badges, certificates, pictures of real-life examples and video testimonials).
  • Typography must be easy to read – this means size, contrast to background, font style, font weight, leading, character spacing etc. must be considered.
  • Diagrams and visualisation will be used to decrease the time it takes for a prospect to digest and understand a message. The brain interprets visual information faster than the written word. Charts, graphs and flow charts are examples.
  • A page’s colour palette is also very important. There’s no magical colour that makes every page convert, but colour choice, and the relationship between colours on a page DO influence a page’s conversion performance. Ideally, colours should welcome a reader and guide their eyes towards the persuasive components of the page (copy and call to action). A flash of colour in the right place will guide eye flow towards desired components.
  • Stock images should be genuine and high quality, but should not distract the reader from the page’s copy and call to action. 

7. Follow These Guidelines When Designing Your Pop-Up Form

In most cases, landing pages with a pop-up/modal form generally convert at a higher rate than pages with a form built into the layout of the page.

Here are some guidelines when creating your form:

  • Collect the bare minimum amount of information as possible. Ask for a name, email address and phone number only. You can get the rest of the information when you call the prospect. Asking for too much information, too soon, creates friction that may prevent the visitor from taking action.
  • Somewhere in close proximity to the form, reinforce the value of the call to action. Provide a few distilled bullet points explaining benefits the prospect will receive. Make it VERY easy for them to understand what they’re going to get.
  • Ensure the text on the button reinforces what the user will receive. Don’t use text like “Submit” or “Send Data”. User text like “Request Consultation” or “Get A Quote”.
  • Include a statement reinforcing your respect for their data privacy.

8. Make Sure You Address Mobile Traffic

Mobile traffic powers a rapidly increasing segment of the Internet, so it’s important to make sure your landing page converts from mobile traffic.

Here are some guidelines when considering mobile traffic:

  • Ensure your landing page displays and FUNCTIONS correctly on all devices. You might consider removing or adjusting components like images and diagrams, as they may not display as intended on small screens.
  • Ensure your lead capture form displays and FUNCTIONS correctly on all devices.
  • Ensure tracking and remarketing codes fire correctly on all devices.
  • Consider adding a “Click To Call” function on mobile landing pages. Some visitors might be ready to call you. Give them a quick and easy way of doing so.
  • Test ALL of the above features, at least twice, on different mobile devices.

9. Install Tracking Codes & Remarketing Pixels

It’s critical that you track the performance of your landing page and confirmation page (also known as a Thank You Page). This means monitoring:

  • Number of visitors
  • Number of conversions
  • Traffic sources
  • Conversions from different traffic sources

Tracking the above allows you to tweak and optimise performance, therefore allowing you to produce a better campaign ROI. It’s also important to ensure you’ve got correct remarketing pixels installed on all pages. This will allow you to remarket to page visitors who do not convert.

Here are some guidelines:

  • Ensure tracking codes for Google Analytics (and/or any other analytics software you may be using) exists on the landing page and also the Thank You Page.
  • Setup “goals” in Google Analytics, so you can measure page performance quickly (without having to do manual calculations).
  • Ensure conversion codes/pixels for your advertising platforms are installed on the Thank You Page. Some platforms require you to install a pixel on the landing page also.
  • Ensure remarketing pixels have been added to all pages.
  • Click tracking software is another useful tool that might provide you with insights around user behaviour.

10. Create An Effective Thank You Page

Your confirmation page, or “Thank You Page” (TYP) is an important tool often overlooked.

Firstly, make sure you have a TYP whereby the visitor is taken to a NEW page, instead of receiving a notification inside the landing page itself.

This confirmation behaviour must occur for a few reasons:

  • To trigger conversion codes, and Goals in Google Analytics
  • To reaffirm the visitor that they’ve made the right choice, and to reiterate the value they’re going to receive
  • To present the next logical step in your nurturing funnel or sales process.

Make sure your Thank You Pages have the following:

  • Correct tracking and remarketing pixels
  • Statements reinforcing the value they’re going to receive
  • The next logical value proposition in your funnel, so if the prospect is VERY keen to engage you, they can do so
  • At least one form of social proof – this could be a testimonial or case study

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Step Five:
Your AdWords Campaigns

Here are the features of a high converting AdWords Campaign:

Strategic Features

Your AdWords campaign should have the following strategic features:

  • The campaign should be PRIMARILY engineered to address the unwanted problems and/or desired solutions of your target market, with a SECONDARY focus on the benefits/features/facts provided by your business. This approach of solving problems or producing desired outcomes should be baked into ad creative, ad extensions, and keyword selection/targeting.
  • Your Unique Value Proposition (the unique features, facts, and benefits offered by your business) should also be baked into ad creative, ad extensions, and landing pages. Boring, generic, unsubstantiated, hype-centric copy like “We Provide The Best Value”, “Best In Class Customer Service”, or “Choose The Experts” will never exist inside an effective Search campaign. Why? These statements provide no value to your prospect’s decision making process.
  • Your campaign will be designed to promote tight keyword -> ad -> landing page relevance. In other words, this means a visitor from AdWords traffic must view a landing page that TIGHTLY matches the search term they entered. To reverse this concept, ad groups containing loosely targeted terms will NOT allow you to create a relevant user experience, because the pages will be too broad in their messaging. Tight keyword -> ad -> landing page relevance will also contribute to a higher Quality Score (QS), which generally translates into cheaper cost per click.
  • Your overall campaign Click Through Rate (CTR) must be as high as possible. CTR is a large part of AdWords’ Quality Score equation. The higher the QS, the cheaper the average Cost Per Click will be. The cheaper the Cost Per Click, the cheaper the Cost Per Conversion. The cheaper the Cost Per Conversion, the more conversions the campaign will produce under a set budget.
  • Your campaign’s ads must create some sort of Search Engine Results Page (SERP) differentiation, so your ads look different and stand apart from your competitors when being evaluated ‘in Google’ by the searcher. This could be through the creative use of ad text or the use of different ad extensions.
  • Your campaign must be conversion driven. In other words, conversion tracking will be functioning to allow the optimiser to adjust campaign settings to drive conversion growth. Not having conversion tracking is like driving a sports car with an inch of mud covering the windscreen. 
  • Your campaign must be tested, tweaked, optimised continuously, forever… to eliminate any elements that DON’T produce conversions (prevent marketing waste) and find and amplify components that DO produce conversions. Markets change, and an AdWords campaign MUST change with it, to keep performing as efficiently as possible.

Tactical Features

Your AdWords campaign should have the following tactical features:

Tightly Targeted Ad Group Structure

  • Your campaign must feature tightly targeted ad groups — meaning the keywords in an ad group will all be of the same, tightly-organised theme. The number of keywords inside of the ad group isn’t important – it can be one or a hundred, but the keywords need to be VERY similar… so that an ad and landing page displayed after being triggered by each unique keyword is highly relevant to that search term.
  • Search and Display networks should be separated into their own campaigns.
  • Top performing keywords should be placed in their own ad groups (sometimes their own campaign) so they can be carefully optimised for ad → landing page relevance and QS.

Keywords

  • Your most effective keywords (a) will be commercially motivated, (b) will possess enough search volume to warrant bidding on them, and c) won’t be too competitive, when compared to your available budget. Generally speaking, the stronger the competition surrounding a search term, the higher its bid price will be.
  • Appropriate match types (broad, phrase, exact, broad match modified) should be used tactically to achieve the widest relevance of search intent, and no more. Too wide = unqualified traffic.
  • Search Query Reports should be run regularly to ensure waste is not occurring (waste = non-qualified search terms).
  • New keywords should be added regularly, using Search Query Reports and keyword suggestion tools.
  • Short tail AND long tail keywords should be tried and tested.
  • Bids should be modified with surgical precision to deliver the right balance between position and cost. Generally speaking, the higher the position, the higher the cost. The lower the position, the weaker the keyword’s conversion strength.
  • Negative keywords at both Ad Group and Campaign level should be added via Search Query Reports. General negatives should also exist “jobs”, “careers”, etc. Negative keywords should also be used for complex ad group setups, where exact and phrase terms are being funnelled into a specific ad group.

Ads

  • As described above, your ad copy should be engineered to address the unwanted problems and/or desired solutions of your target market, with a secondary focus on your business’ Unique Value Proposition.
  • Your ads should focus on different pain or pleasure points, or emotional triggers, or proof elements, or problem solving, or solution provision, or other psychological tactics designed to generate a high Click Through Rate.
  • Your ads should feature extensions (app, call, location, review, sitelink, call-out, consumer ratings, previous visits, seller ratings) where possible. Extensions increase SERP visibility and help influence prospects’ decision making processes.
  • Your ads should be A/B tested inside of Ad Groups all the time, forever. The goal of this continual ad testing is to improve CTR and conversion rate.
  • Dynamic Keyword Insertion should also be used, depending on keyword selection.

Quality Score Strategy

  • The tactical optimisation of your campaign must incorporate a holistic Quality Score strategy, designed to improve and retain Quality Scores.
  • Note: High QS comes from (a) a strong landing page experience, (b) strong keyword -> ad -> landing page relevance, (c) a high overall campaign Click Through Rate, and (d) other smaller factors.

Campaign Settings

  • Time Of Day/Day Of Week settings should be optimised using conversion data. In other words, times of the day or week that do not produce conversions could potentially be deactivated to save budget for times that DO produce conversions.
  • Location settings should be optimised (using conversion data and external geographical requirements) to deploy the campaign ONLY in regions where conversions SHOULD and DO occur.
  • Automatic bidding and scripts can be used to improve performance, but only where appropriate. At time of writing this, AI or bots can’t handle EVERY angle of campaign optimisation. Humans are required to inject psychology strategy.

Conversion Tracking

  • Conversion tracking MUST be installed and working, either via a Google Analytics import or AdWords’ own conversion javascript. Conversion tracking is essential for the optimisation process.

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Step Six:
Your Facebook PPC Campaign

A high performing Facebook campaign will use intelligent targeting to serve your ads to users who are most likely to engage your Irresistible Offer, based upon the platform’s ultra-specific demographic and psychographic data. Instead of reactively showing ads to users who are searching for a solution or outcome (like AdWords Search), Facebook’s strengths lie in proactively targeting two traffic types:

(a) Cold traffic (are NOT familiar with your business) via their location, demographic, interest, behaviour, or connection data, or

(b) Warm traffic (ARE familiar with your business via sophisticated remarketing audiences. This remarketing strategy allows you to target users who:

  • Have already viewed one of your Facebook videos
  • Have already visited your website but didn’t convert
  • Are on your email list
  • Like your Facebook Page

It’s this detailed targeting power that allows you to display different ads to different users, depending on their levels of awareness and position in your sales funnel. If they are cold traffic, you’ll focus more on providing value and explaining your value proposition. If they are warm traffic, you can promote deeper offers and use traditional sales levers like urgency and exclusivity. 

More Strategic Features Of A Facebook PPC Campaign

Your Facebook PPC campaign should have the following strategic features:

  • Like your AdWords campaign, your Facebook PPC campaign should be engineered PRIMARILY to address the unwanted problems and/or desired solutions of your target market, with a SECONDARY focus on the benefits/features/facts provided by your business. This approach of solving problems or producing desired outcomes should be baked into ad creative, ad extensions, and keyword selection/targeting.
  • Your Unique Value Proposition (the unique features, facts, and benefits offered by your business) should be baked into ad creative, and landing pages. Remember – Boring, generic, unsubstantiated, hype-centric copy like “We Provide The Best Value”, “Best In Class Customer Service”, or “Choose The Experts” will never exist inside an effective Facebook campaign. Why? These statements provide no value to your prospect’s decision making process.
  • Unfortunately for us humans are programmed to ignore advertising, so if you want your ads to cut through your prospect’s News feed, your ads should stand out, and be should be contrasting – but shouldn’t look like a traditional ad.
  • Facebook is going to favour ads with higher engagement rates. Ads with more Likes, Shares, and Comments will be shown at a cheaper cost per click. So, write your ads in a way that promotes user engagement.  
  • ALL components of your campaign should be tested: Core Audiences, Demographics, Devices, Platforms, Ad Types, Positioning, to remove any delivery settings that don’t produce results and spend your budget on the components and settings that DO create desired marketing activity. 

Tactical Features Of A Facebook PPC Campaign

Your Facebook campaign should have the following tactical features:

Campaign Outcome/Advertising Objectives

  • When setting up a new campaign there are a number of different “Advertising Objectives” you can choose from. Because you’re using Facebook PPC to generate leads or enquiries on your own landing page, the Campaign Goal you need to select is “Conversions”.
  • Note, in our experience: Facebook’s native Lead Generation form seems like a neat tool but its performance is below par when compared to a traditional Facebook Image/VIdeo ad →Landing Page conversion funnel.

Audience Targeting

Facebook’s targeting function is one of its key differentiating strengths. Facebook’s targeting works by choosing one or more ‘Audiences’ of users. There are three main types of Audiences:

There are three main types of Audiences:

  • Core Audiences are audiences created by Facebook that group users together based on factors like geographic demographics, lifestyle/lifestage demographics, purchase-based demographics, etc. This data is pulled from the information people share in their Facebook profiles and the behaviors they exhibit on the platform. Generally, core audiences should be used to target cold traffic. At time of writing this, Facebook’s Core Audience categories are Location, Demographics, Interests, Behaviours, and Connections. 
  • Custom Audiences are audiences created by advertisers based on your pre-existing email lists, website pixel cookies, Facebook page, or pools of users categorised by their engagement with your Facebook assets (videos, lead ads, or canvas ads). Custom audiences are generally used to remarket to visitors who have interacted with your ads, Facebook page, or website… or are on your email list. 
  • Lookalike Audiences are audiences created by Facebook’s targeting platform that allow you to target users who share similar demographic and psychographic attributes to your customers, hence the term “lookalike” – the audiences created by this feature will ‘lookalike’ your own current email list, Facebook Page likes, or website retargeting list etc.

Image & Video Ads

  • In general, consumers are trained to not see forms of advertising, particularly in close-proximity mediums like social media on mobile devices. This means it’s important to design your ads so they cut through the surrounding ‘noise’ in your prospects’ News Feeds. Unfortunately, you’ll need to compete with cat videos. 
  • Ads that provoke emotion through story will elicit a response from your prospects more effectively than traditional “enquire now” ads. Try and create rapport in your ads. 
  • Ads that start with a question that has an implied “Yes” will engage readers.  
  • Your image selection is VERY important and drives most of the success of your ad. Increase the contrast of the image, and make sure the image tells a story too. 
  • Facebook Video ads are the new “TV commercial” – if you have the ability to launch video ads, try using these as a ‘value-first’ mechanism. Use video ads to deliver value, and then remarket with ‘enquire now’ ads to those who engage with them. 
  • Similar to AdWords ads, your ad copy should be engineered to address the unwanted problems and/or desired solutions of your target market, with a secondary focus on your business’ Unique Value Proposition.
  • Your ads should focus on different pain or pleasure points, or emotional triggers, or proof elements, or problem solving, or solution provision, or other psychological tactics designed to generate a high Click Through Rate.
  • Your ads should be A/B tested inside of Ad Sets all the time, forever. The goal of this continual ad testing is to improve CTR and conversion rate.
  • Ad Frequency shouldn’t increase up by three or four. If this happens, it’s time to adjust your campaign targeting. 
  • There are many other ad types on the Facebook PPC platform… but they’re not going to function as well as traditional image and video ads (for the purpose of this style of lead generation). 

Pixels & Conversion Tracking

  • Conversion tracking MUST be installed and working – this is achieved by (a) adding the Facebook Pixel to your landing page and Thank You Page and (b) creating a Custom Conversion that is registered when a user visits the Thank You Page. Conversion tracking is essential for the optimisation process.

Campaign Settings

  • Time Of Day/Day Of Week settings should be optimised using conversion data. In other words, times of the day or week that do not produce conversions could potentially be deactivated to save budget for times that DO produce conversions.
  • Location settings should be optimised (using conversion data and external geographical requirements) to deploy the campaign ONLY in regions where conversions SHOULD and DO occur.

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Step Seven:
The Lean “Ongoing Optimisation” Process

An ongoing, never-ending optimisation process is CRITICAL to the success of your lead generation funnel.

Here’s why it’s so important:

  • You’ll reduce marketing “waste”. Using testing, you’ll learn what campaign components (or landing pages) are ineffectively using your budget. Cull this waste, and you’ve instantly got more budget for the campaign components and landing pages that do work.
  • You’ll produce valuable psychological insights into your landing page visitors, that can be used in other sales and marketing collateral. Once you understand what drives your prospects and customers to take action online, you’ll be able to use or modify this factual data for other advertising, sales, and marketing initiatives.
  • Your market changes over time. With the right information and knowledge, you can adapt and pivot as required.
  • It’s fast and inexpensive to create and launch tests and feedback mechanisms. Website feedback mechanisms (examples below) and testing regimes (examples also below), and learning about your traffic and customers, is not expensive at all. Using the tools I mention below, you could setup a website test in under 60 minutes, that could save you THOUSANDS.
  • To summarise, website testing and feedback loops are important because you LEARN what sales and marketing collateral works (and what doesn’t). You IMPROVE performance of your sales and marketing ecosystem (online and offline). And you gain valuable INSIGHTS into your customers and your industry.

And lastly, even the smartest marketer in the world won’t know exactly what components will work and what won’t – this is only achieved by testing with real-life market data.

For example:

  • Only real-life market data will tell you which headlines work, and which don’t.
  • Only real-life market data will tell you which emotional triggers work, and which don’t.
  • And only real-life market data will tell you what button colour gets more sales or enquiries.
  • This means you need to constantly test and tweak to improve the performance of your digital marketing ecosystem.

Example: How a Single, Isolated Test Can Save You $$$

Let me walk you through a basic scenario:

  • Let’s say you have a landing page that converts traffic at 5%.
  • So, for every 100 users you send to the page, you get 5 conversions.
  • Let’s also say it costs you $200 to get 100 users to your page.
  • Using this logic, you’re generating 5 conversions every time you spend $200. That’s $40 per conversion.
  • If we run a landing page test that increases conversion from 5% to 6%, you’re now generating 6 conversions per $200.
  • That’s $34 dollars per conversion, or one additional lead for the same spend.

Now, assume your monthly budget is $10,000. This means you generate 5000 visitors.

  • 5% conversion rate of 5000 visitors: 250 conversions.
  • 6% conversion rate of 5000 visitors: 300 conversions.
  • Using the logic above, increasing your conversion rate from 5% to 6% will generate you 50 more leads for the same spend, or a saving of $2000 (300 conversions at a cost per conversion of $40 = $12,000).

And lastly, let’s assume the split test took you an hour to setup. Your ONE HOUR of work saved you $2000.

High Level Optimisation Process

Here’s a high level optimisation process:

  • Remove elements that create waste (unqualified traffic, poor performing ads, quiet times of day/week, locations),
  • Amplify performing elements (improve high-performing keywords, ads, ad extensions, times of day/week, locations),
  • Find new opportunities,
  • Test new ads/keywords/extensions/audience combination et cetera…

… with the ultimate goal of managing an evolving, responsive, efficient campaign that produces qualified conversions at a cheap cost per conversion.

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The post Detailed Walkthrough: Our Complete 7-Step Facebook & Google AdWords Online Lead Generation Formula appeared first on Marketing Results.

The Top 10 Digital Marketing Strategies Used By Our Most Successful Clients

The Top 10 Digital Marketing Strategies Used By Our Most Successful ClientsWe’ve worked with hundreds of clients in dozens of industries. In this video, Digital Strategist Ben Sweetlove explains the top ten ‘success formulas’ our most successful clients use to get outstanding digital marketing results…
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Video Transcript

Ben: Hi there guys, it’s Ben here. Now in this session, I’m going to talk about the top 10 strategies used by our most successful digital marketing clients. In other words, I’m going to talk about the success formulas, or the success patterns that we’ve noticed over time, that our most successful clients are using, that are getting the best results for them. Now this is based on working with hundreds of clients in dozens of industries over about 15 years, so there’s a fair bit of data that’s gone into producing these top 10 strategies.

Now, you probably want to know why I think or we think they’re successful; what are these — what makes them successful? First of all, when they’re using these strategies and tactics, they’re getting a higher volume of inquiries at a lower or a cheaper cost per inquiry, and that’s a pretty good benefit straight out of the gates. They’re getting more inquiries for less spend. They’re seeing some efficiency improvements over their overall marketing and sales in general. They’re getting better results from less effort. From a tactical perspective, they’re getting more organic traffic, so more free traffic coming through to their website. They’re learning more, or they’re learning stronger, psychological insights around the key audiences that they’re targeting; using things like website testing and the information that’s coming back from their campaigns. They’re learning more about what makes their target personas take action. They’re scaling faster ultimately; they’re getting more inquiries at a lower cost. And efficiency improvements, that means that they are finding it easy to scale. And ultimately, they’re focusing less on marketing and more on their value chain. Or they’ve got more time to look at growth hacking, which means they can — instead of focusing on lead generation, on the marketing side of the business, they can not worry about that and they can then focus on improving the value they provide to their customers or their clients.

So what I want you to do is use these ten strategies that I’m about to go through, to improve your own marketing. Now, let’s get into it.

So first of all, number one, our most successful clients passionately champion their customers’ desired end state; not just their product or service.

And what I mean by that is they’re passionate about solving their customers’ problems, or creating their desired outcomes, and there’s very little ‘me talk’ in their marketing. They communicate in a way that shows, literally shows, their customers that they understand their problems and their desired outcomes. That they’re articulating that they understand their problems and desired outcomes. And they also show how they’re going to solve that problem, or provide the desired outcome for them. And they use benefit based language, not features.

Our most successful clients, they speak to the unique problems and desired outcomes of targeted persona types. So this sort of takes the previous strategy I just mentioned and refines that into their target personas, or avatars. And essentially what that does is, it allows them to overlap their unique value, the business’ unique value, with the needs of those unique prospect types, or those persona types. And essentially, what it does is it creates a conversation in their prospects’ mind of, wow, this brand gets me.

And I’ve got an example of buying property. Now, say you’re a property developer, or you’ve got some property stock that you want to sell. And I’ve identified four different types of persona types here. One is a first time buyer, one is a growing family, one is a first time investor, and then finally, we have an advanced investor. Now essentially, the end goal here is all four of these personas are going to buy a property from you. However, all four, they have different problems. A first time buyer might struggle to put a deposit together. A growing family might struggle to unlock the equity that they have in their current home. As well, they might not have a deposit for a new home, potentially. A first time investor, they might not know how to get started in investing; it might seem like a bit of voodoo or a bit of a mystery around how to actually get started in that investment process. Or an advanced investor, they might be having trouble with their current portfolio. They might not know where to buy their next property, they might not know how to structure their tax entities correctly. They might have hit the 1.5 million dollar lending, ceiling, the glass ceiling. So essentially, they’ve all got different problems and what we are doing for our most successful clients, and for a lot of our clients now, is creating targeted persona pages. So each one of these personas will have their own learning page, where we talk about those problems; we articulate that we understand those problems. We talk about the desired outcomes of that persona type and then as the next logical part of their conversation on the learning page, we explain how we can achieve their desired outcome for them. We sort of present the offer of helping them buy that property, so that’s really important.

What does this mean for you? It means that your marketing should passionately show your customers how you solve their biggest problems, or create their desired outcomes. Your language should talk in terms of your customers’ desired end state. And essentially, you have as little brochure marketing on your website and your web properties as possible.

Now, brochure marketing, or having a brochure website, is essentially where you have a website that’s got a homepage, a pretty basic homepage that talks about what you do. You might have an about us page, you might have a services page and maybe a contact us form somewhere. That’s a brochure website because it’s pretty much just explaining what you do; it’s explaining your services or your products. If you want to have a high converting website, your website needs to do those two middle points there. You should passionately show your customers how you solve their biggest problems, or create their desired outcomes, and you should talk in the terms of your customers’ desired end state. So not what you do, but what you do for your customers and that desired end state that they are looking for.

Number two: our most successful clients understand the importance of differentiation and having a simple “big idea”…

…and what that means is they know they need to be different to set them apart from their competitors.

And how they’re doing that is by having a unique value proposition. And essentially what that is, is a statement that articulates how they’re different. It articulates the different promise that they make to their prospects. It contains social proof and if possible, it can contain an offer, or the next logical step in this sort of sales process, that these clients have to engage their clients. They understand that they need to be not another ‘me too’ organization, and what they do is they spend time working out how they can become more and more different. So it’s never the case of, okay, we know that we’re different now. They set that in stone, in concrete, and then just move on. They’re always working out how they can become more and more different in their marketplace, to maintain their competitive edge.

They also have a simple but impactful big idea; so their UVP isn’t complex, it’s not complicated. Instead, it’s easy to explain, it’s a simple idea, just executed well, in a unique fashion.

Now, moving onto number three: our most successful clients are relentless content creators.

What they do is they create compelling, interesting content that solves problems or creates desired outcomes. That’s really important to achieve those two things. One, solve a problem or create a desired outcome. They’re doing it one to two times per week, and the format of this content that they’re producing could be blog posts, could be videos, could be case studies, could be webinars. Could be podcasts or it could be PDF downloads. There could be a checklist or a white paper; now a checklist of white papers is not 1-2x a week, but they are producing them on a consistent basis.

Now, producing content achieves a number of things for these clients. Number one, it allows them to show and not sell. So if they are showing how to do something, essentially that’s doing the selling for them because number one, they’re showing that they know what they’re talking about. And two, the prospect is forming a decision in their mind, that yes, these guys know what they’re talking about, and they can produce their desired outcome that they’re trying to achieve.

Content helps businesses provide value to their customers and their industry, and having good content on a blog, or on a website, is much like having a university degree. Where a business can show off how much they know but they don’t need to invest years and thousands of dollars to do so. Or an expert can show off how much they know, without having to invest in a degree to do that.

And also as well, having a lot of content on a website. One, you can show off how much you know, but two, you’re going to provide value to your prospects, and it’s going to do that showing, not selling. So having great content is — it achieves so many things.

Google also loves it. If you want to rank higher in search results, your website needs to achieve an authority status; you need to be an authority in your vertical or in your industry. And a very strong way to become an authority website is through content. If you are creating that content, Google is going to rank you higher for the search results that you are writing content about.

And lastly, our most successful clients, they’re achieving what I call expert status, or they’re becoming an information celebrity, through the content that they’re creating. Because they’re creating so much content, and because it’s being shown to their prospects on platforms like Facebook, on Twitter, they are achieving this information celebrity status. Where prospects are thinking, okay, this person, they obviously know a lot about selling properties; they’ve become a bit of a celebrity. When I’m ready to buy a property, I’m going to go to this person, because I know that they know what they’re talking about. Moving on…

Number four: our most successful clients use video to provide value and communicate their proposition.

Now, they use video in the following places. Facebook, YouTube, blog posts and email marketing. And they use video for a number of things. Now, it’s certainly not the case of how, you know, let’s just record a video of me talking. There is a strategy behind it. So they use video to solve problems, provide outcomes and generally provide value. They use video to explain their sales process. And they use video to proactively address certain parts of their sales process. Or they’re using video to contain some sales strategies, and I’ll talk about these in more detail in a second, but essentially, they’re looking at constraints and accelerators of their sales process. And I’ll share about this in a second. Now, moving on…

Number five: our most successful clients use marketing funnels to attract and nurture prospects along their decision making process on autopilot.

Now essentially, a nurturing funnel has three components, or there’s three goals of that nurturing funnel. Number one, it casts a wide net and it attracts the right type of prospect. Number two, it nurtures using value, and then number three, it converges and converts using scientific, psychological strategies. And our most successful clients are using a funnel methodology to achieve these three things.

And as I mentioned before, the ad content and the collateral we’re using inside of their funnel, it’s definitely not sort of, hey, let’s just write a blog post and share it. There is a strategy and a science behind it. One of these is proactively addressing constraints and accelerators in our clients’ sales process.

And examples of that would be, pushing hard buttons or overcoming common objections. So say if, as part of your sales process, one of your most common objections is, your service costs too much; or I don’t have time to engage you right now. What we do is we proactively address those in our clients’ nurturing funnel. So we proactively address the case of, okay, if you think our service costs too much, then here’s the value you’re going to get. So it’s that sort of proactive, addressing of those objections that we are using as successful content in these funnels.

Leveraging pains of inaction and showcasing social proof is other types of collateral that we’re using. And other point as well is that we are — we do use different types of learning pages for different stages of the marketing funnel. So a top of funnel learning page will be different to our bottom of funnel learning page; one from a length and complexity perspective, and also from an offer perspective, and I’ll talk about offers in a moment.

Now, a strong marketing funnel have carefully considered calls to action and offers, and the technology, or the tech stack that we use to automate clients, our clients’ automated funnels, contains Facebook, adwords, learning pages, email marketing, and marketing automation. And as I mentioned before, our clients’ marketing funnel strategy allows them to become that proactive information celebrity, and when that status is achieved, that’s a lot of the selling done automatically for them. So it’s a very good milestone to achieve, when you become that information celebrity. And one, creating content and two, using a funnel to promote that content is how you become that information celebrity. Now, moving on to number six:

Our most successful clients have strong, sizzling offers, that are structured correctly.

And essentially an offer is a burning reason for their prospects to speak with them. Now, the concept of inquire now, that is a call to action that many of our clients, when they first come on board, they’re using that — I mean, that is sort of an offer; more of a call to action. That is not going to get the response that you’re looking for nowadays. Inquire now is a yawn, as a sentiment there, is pretty boring. What you want is an actual reason for your prospects to speak with you.

A strong offer will alleviate pain, or satisfy a strong desire. Contains a quantifiable value exchange, so your prospects are going to get something for free when they take you up on that offer. In lead generation, a bottom of funnel offer is usually generation — well at any stage in the funnel, it’s generally information.

And I’ve got an example of that. Request a free home loan reduction session to see how you could save 500 dollars per month on your home loan, guaranteed. Now let’s just analyze that. So first of all, it’s looking at alleviating pain or satisfying a strong desire. If I’ve got a home loan, I might be feeling a bit of pain because I’m paying quite a bit in monthly repayments. So this offer is going to help me reduce, or alleviate, that pain. There is a quantifiable value exchange, so I’m going to save 500 per month; that’s quantifiable. And it contains information, so I’m actually going to learn how I can go about reducing my home loan repayments, to save that amount.

And another thing as well here, that I haven’t actually mentioned in a bullet point is, the next logical step in your offer should be an engagement, or an actual — either paid or not paid, but if you’re a broker, generally your clients won’t have to pay you. But the next logical step in that offer would be an engagement with you.

And there’s a good saying that I like to say about crafting an offer and that is, your offer is like the sword that you’re taking to battle. You use to cut through competition and impress potential customers. It’s sharp and the sharper it is, the better it cuts. It’s not too heavy or complicated, so it’s easy to swing. It might take you some time to polish your offer; grind your sword, but when it’s done, it’s worth it. There are different types of swords for different purposes, for different stages of your funnel. People are going to talk about an impressive swords; if you have an offer that is pretty impressive, people are going to talk about it naturally. And lastly, don’t make your sword a wooden stick. So invest a bit of time and thought into crafting a very strong offer. You don’t want to sort of go into battle, so to speak, with a wooden stick, when your competitors have steel or broad swords. Moving on to…

Number seven: our most successful clients use multiple forms of social proof and they never stop collecting it.

So essentially, social proof gets their happy customers to sell for them, and it’s the gold standard of marketing.

Different types that our successful clients are using: reviews, testimonials, case studies, star ratings and accreditations. And one thing to note is that our most successful clients, they do gather social proof as part of their day to day operation. So they never stop gathering it, they have automated processes to collect that social proof. And I mean we’ve got clients who have hundreds and hundreds of reviews on their website, all because of an automated review capture process. And essentially, their happy customers are doing their selling for them and it really is the gold standard. Where other people are doing your selling, for you. [Read more here]

Number eight: our most successful clients offer a strong guarantee; where they carry some part of the buyer’s risk…

and that could be a money back guarantee, or something based on performance or results. The guarantee makes it stupid for their prospects not to engage them. And a note here, if it can’t be performance or money related, then an on time could work well. So if you offer a service and you can’t offer a money back guarantee, then something to do with some sort of time window could work well.

And our most successful clients, they’re using their guarantee as a differentiator. They’re using it to set themselves apart in their industry.

Moving on to number nine: our most successful clients don’t accept mediocrity, yet they understand that perfection is the enemy of profitability.

And this one really is a mindset approach, of excellence versus shipping the minimum viable product.

Our most successful clients, they definitely are committed to excellence, that’s the, they sort of don’t accept mediocrity. They’re collaborative, but they also understand the value of shipping that MVP. They know that they could keep a learning page or a sort of campaign behind closed doors, while it’s continually refined and they’re going to file off rough edges and keep adding licks of paint here and there. It’s not going to provide any value if it’s not released out into the marketplace. And the data that comes back, the live, actual, real life data that’s coming back is going to provide more value to that improvement process than just keeping it behind closed doors and trying to achieve that excellent status, before it is released and used to provide value.

So they’re also committed to continuous improvement of all collateral, or all moving parts, and I touched on that just then. You need that data coming in, from real people, the real marketplace, to tell you if something is working or not.

And lastly, our most successful clients, they follow a predetermined strategy instead of throwing the tracks in front of the train.

And this is all about having a strategy versus aimless execution.

Now, in digital, at the moment, due to the state of the current global economy, it’s easy to build first and plan second. Or it’s easy to find cheap labor to build your digital properties. You can go to a freelancer website and say, hey, build me a website. Build me an AdWords campaign or a Facebook campaign. That’s very easy, it’s super easy to do that. However, this type of aimless execution can end in disaster; waste your money, waste your time, and generally, creates a frustration with digital in general. It can lead to an organization thinking no, online marketing doesn’t work for us. We’ve tried that and we just wasted our money. What our most successful clients know is that strategy, or what they do, is the most important component.

And our clients follow a predetermined strategy, that incorporates the psychology of their prospects. Many of the campaigns that we see when a client comes on board, they fail to address this. They fail to address the actual hopes and dreams, the desired outcomes, the problems of the prospects that are being targeted in the campaign, and that’s where a campaign will tip over. It might be the nicest looking learning page in the world. It might be sort of the best designed Facebook campaign or AdWords campaign in the world. If psychology isn’t addressed, the psychology of the prospects that are being targeted, then the campaign is not going to work as [well] as it possibly could.

The desired outcome here is to have the conversation in your prospects’ minds of, wow, this organization gets me. They understand what I’m trying to do, they know my problems; it’s like I’m reading a page out of my diary. They know what I’m feeling, and they know what I’m trying to achieve.

Our clients’ strategy also includes their unique value proposition, that’s very important. We help our clients articulate that and that informs the bedrock of their online marketing. Once the UVP has been created, it allows us to create ads, to create landing pages. To write emails for email marketing and so forth, that’s really important.

And lastly, the funnel is also critical as well. So our clients follow a funnel formula that contains those three steps. So one, attracting the right prospect. Two, nurturing them with value. And then three, converting them with sizzling offers.

So those are the ten steps and I quickly just want to chat about your desired outcome. Now, if you are interested in getting more results from online. Maybe you want to get more results from Facebook, or from Google AdWords, or just your online marketing in general. Then if that’s the case, we’d love to chat with you about that.

The next logical step is to request an online marketing growth session, and you can do that on our website. Just click the top right green button that says book my growth session; we’d love to chat. On the session, we’ll look at how — we’ll give actual strategies on how you can improve your online marketing.

So step one, we’ll look at where you are now. Step two, we’ll look at what you want to achieve. So if you do invest in marketing, we want to know exactly what you want that to look like. And then step three, on the call, live on the call, we’ll go through some strategies that will actually help you get there. So you will get some value from the call itself; you’re going to know how we would propose to produce that desired outcome, for you.

The post The Top 10 Digital Marketing Strategies Used By Our Most Successful Clients appeared first on Marketing Results.