Content Marketing in a Blink: The Content Grid v2 [Infographic] | Eloqua Blog

Oct 18, 2011 03:59 pm
Does your company have a Markishing department yet? That’s a Marketing/Publishing department, and if you don’t you better start working on it.
This infograph from Eloqua illustrates the power of content at various stages of the purchasing cycle. You don’t have to be an enterprise to be using this kind of markishing approach to marketing. Learn about content development and cascades in my up-coming book.
Tags: content marketing publishing content infograph eloqua
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‘Try demo’ or ‘Buy now’: A/B testing finds which button increased clickthroughs by 47%

Oct 18, 2011 03:25 pm
In my new book — see preview on Facebook — I isolate five conversion signatures, one of which is right for your website. One is the Site as a Service signature, and the first conversion strategy is “Turn Visitors into Tryers.”
This case study bears out the importance of that strategy. SaaS sites have an advantage over ecommerce sites in that their visitors can try the product right there on site. Why not offer a trial? Find out the other strategies in a free video introducing the book’s core concepts.
Tags: demo buy testing button call to action
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12 Important Places You’re Forgetting to Add Calls-to-Action

Oct 17, 2011 07:55 am
“I may have an answer to your questions.”
Doesn’t this sound hopeful? And you do. Whatever industry you are in, it is fundamentally your duty to understand your market’s problems and to figure out how to solve them. The philosophy of content marketing is that teaching prospects about their problems is as important as teaching them about your solutions.
So, if you have some helpful knowledge that helps prospects solve problems, how are you letting them know that you’re there for them?
Here are twelve ways to call attention to what you offer. Then you can let the content speak volumes for your solutions.
Tags: content content marketing call to action conversion
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The Caption Test

Most of the images used on a webpage do not have a caption. This is unfortunate, because readers who are scanning your page will read these, often more than will read your headline and certainly more than will read your copy.

Many web images don’t have captions because there is no intelligent caption that could be written. If you tried to write a caption for many of the images on your site, you would be at a loss.

This is a sign of irrelevance.

Your images leave me baffled at best, distracted at worst.

Left on their own, what would these images tell you about the site they were found on?

iStock_000012057784XSmalliStock_000000481451XSmallPortrait of a female executive

Not much.

If you’re selling question-mark-shaped doll houses, orange couches or business apparel, these will work. The sites I found these images on are selling financial services, insurance and IT training, in that order.

You’ve seen these or something like them many many times. Your brain filters out images like this on a Web page.

In Identifying Images that don’t Convert: The Caption Test, I propose a simple test that will help you weed out images that are irrelevant to your visitors, and thus are less likely to help your conversion rates.

If you find this educational, you really should subscribe to The Conversion Scientist by email. There is much more coming.

extraspace-inetIt’s happening in every industry as we speak. Decision makers are looking at information that tells them how the Internet is impacting their business and their industry.
It may be happening in your office.
A decision is going to be made:
a) To continue with business as usual
b) To commit to the Internet as a crucial part of the future of the business
Those businesses that choose a) may not be here in 24 months. Those that choose b) may not either, but if they are they will be the leader in their space.
In my Search Engine Land column 5 Ways to Jump Ahead in Your Industry, I outline the characteristics of a testing company, like Zappos or Amazon. These are the characteristics that can result in astonishing growth and amazing profitability. They include:

        

  1. Accept The Internet As A Lever

  2.     

  3. Develop A Testing Culture

  4.     

  5. Invest Where It Counts

  6.     

  7. Know Your Numbers

  8.     

  9. Take A Non-Commodity Approach

It is no small feat to accomplish these, but those that do will enjoy a lead in their industry that will be hard to usurp by competitors.

Thanks to Extra Space Management for sharing their results with us at the Phone Smart Unconference Hawaii.

Scientific Method? Hey, I’m a Conversion Scientist

As you learned in a previous post, I’m just wired to see the world through the scientific method. It get’s extreme.

In this month’s ClickZ Behavioral Marketing Experts column, I apply it to behavioral advertising. The thing I love about the scientific method is that it quickly exposes the challenges in your marketing campaign. Behavioral Marketing is a Conversion Scientists dream, but it poses some challenges when developing hypotheses and figuring out “why” something worked or didn’t work.

Applying the Scientific Method to your Behavioral Marketing

Behavioral marketing vendors are not alone in the struggle to communicate effectively via the Web. One area crucial to success is the human dimension. This is the thing missing from these sites. They don’t answer the human questions:

  • Who will I deal with?
  • What is the process of starting, implementing, and reviewing my campaigns?
  • How often will I interact with the team? What will they tell me?
  • How much hand-holding can I expect?
  • Can I trust your team? Why?

When I say: “Transparency”

I mean: “Tell me about how you communicate with me, and I’ll fret less about the technology.”

The bottom line: don’t just ask your behavioral advertising partner about their technology, methodology and ad network. Ask about the ways they interface with you to ensure you’re getting the best information when investigating, hypothesizing, testing and evaluating.

I invite vendors to tell me what you mean in the comments.

Applying the Scientific Method to your Behavioral Marketing

Applying the Scientific Method to your Behavioral Marketing

The Language of Behavioral Marketing, Part 1

Why is it so difficult to figure out the differences among behavioral marketing vendors? Let’s start by dissecting the vendors’ Web sites.

Since working to learn about the behavioral marketing industry, I find myself floating on a sea of ambiguity, still looking for islands of meaning. Over the past five months, I’ve had the pleasure of interviewing a number of industry luminaries. I’ve heard the panels at a major online marketing conference. I subscribe to the industry newsletters. Yet, I find myself without a favorite technique, a “wow” vendor or technology I just have to try. Like most marketers, I can’t devote my full attention to exploring behavioral marketing.

There appears to be some amazing solutions on the market, but I don’t know enough yet to organize my explorations. Whenever I find myself struggling at something, I go back to basics. It’s time to start parsing the language of the behavioral marketing world and find out once and for all what it all really means.

In this column and the next, I will use the Web sites of a number of behavioral advertising vendors in an attempt to clear the fog that surrounds this marketplace.

I can already hear the groans.

Yes, the behavioral marketers’ children have no shoes, to borrow from a famous euphemism. The Web sites of the behavioral marketing world aren’t necessarily the best examples of advanced marketing techniques. But I am not interested in casting stones at individual sites. I’m on a search for meaning and truth.

Here are some general observations about why it is so difficult for marketers to narrow the list of behavioral marketing vendors based on their Web sites.

Keep reading!

Originally Published on ClickZ: Behavioral Marketing and the Scientific Method

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