How to Know Your Audience like a Psychologist

If Psychology is the practice of understanding a person through their actions and behaviors, isn’t website optimization pretty much the same thing?

The folks who invited me to speak at the Chinwag Psych Conference in London think so. Here’s why.

What a person says they are feeling and thinking doesn’t let a psychologist know what is going on in their subconscious. It’s the subconscious that drives our behaviors more than our rational, conscious minds.

No, the psychologist has to read between our words, evaluate our unconscious behaviors to begin to see deeper.

A Conversion Scientist can ask a web audience what they expect from a website and why the did or did not buy. The answers will be rationalizations, and often will contradict the actual actions of these visitors.

We have to read between the lines, watching their online behavior. Our analytics database is like our couch. In the end, both the psychologist and the Conversion Scientist must speculate as to why people behave the way they do.

The psychologist may recommend additional therapy. They may prescribe medication. If they are good, they will monitor the patients to see how the treatment worked.

After seven years of website optimization, I may need medication.

The Conversion Scientist may prescribe building trust, stronger language, more social proof, better images and more. And we always measure the effectiveness of these “treatments.”

So, if you’re in London on May 15, you should come and see an amazing lineup of psychologist-marketers. Nathalie Nahai, Craig Sullivan, André Morys, and Bart Schutz round out my list of favorites.

P.S. Get nine articles that I’ve personally selected to round out your knowledge of website optimization. Signup right here.

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The Social Video Starter Guide [INFOGRAPHIC]

This is a guest post by Ivan Serrano.
The phrase “too long; didn’t read” has entered the lexicon of internet users worldwide, highlighting the importance of keeping things brief, so that’s what we’ll do here.

Now more than ever, a quality video can often do a better job at getting clicks to your site and getting sales than any other form of marketing.
Now more than ever, a quality video can often do a better job at getting clicks to your site and getting sales than any other form of marketing. The reasoning is simple: people are less likely to be distracted while watching and listening to a video, compared to text, where there’s no need to pause for fear of missing something, one can just tab over to respond to a message and never tab back.
If you want to keep a customer’s attention and turn idle curiosity into hard sales, social video is the platform to use to get it done. Whether you brave the masses of YouTube or take this advice to the extreme and market your business through Vine, get acquainted with the major social video channels with our graphic below by 1800numbernow.com.

About the Author

Ivan Serrano, a journalist and business enthusiast, enjoys sharing his knowledge within the business communities through his writing. In addition to covering social media marketing, he also likes to discuss globalization, business communications, and developing technology.

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Four Ways of Predicting the Future of Your Website

How predictable are people when they are on the Web? As it turns out, they are not very predictable at all. For any site, the audience is very different, even among sites in the same business.
Whenever we try to predict how people will behave, we are trying to predict the future. There are several ways we do this on the Web:

“What worked for others will work for us in the future.”

Predicting the future based on what your competitors is doing is like painting a room to match your neighbor’s furniture.
Predicting the future based on what your competitors is doing is like painting a room to match your neighbor’s furniture.
Your site is different. Your audience is different.
And what others are doing may not be working for them. They may be just copying someone else.
Sliders are a great example. Everyone uses rotating images on their homepages. In our tests, rotating header images rarely beat static images, though we have a recipe for making them much more effective.

“What I like is what everyone will like.”

Most of our sites suffer from what we call “selling to ourselves.” The major problem with this approach is that everyone on your team is a different self. The designer designs for herself, the writer writes for himself, and the marketing exec approves what they themselves approve of. The site will speak with many different voices, both visually and textually.
This approach only predicts the future for visitors who are like the members of this team, who have the skillsets that the members of this team take for granted.

“What we have today will continue to work for us.”

While things can change, this is one of the more reliable ways to predict the future. We say that, based on past experience and data, we can predict what will happen tomorrow.
This method predicts the status quo, but does not properly incorporate sales growth into the future vision.

“We must experiment to see what will work in the future.”

When we treat every idea as a hypothesis, we are able to ask much more specific questions about the future. Experimentation allows us to see the future in high definition.
When we say, for example, “Our competitors are using video, therefore we should use video,” we are stating a hypothesis. When we test this hypothesis, we are finding out if our statement predicts the future. Then we can say, “Our test shows that video led more visitors to buy, so we can assume in the future that video will generate more sales.”
Likewise, saying,  “I don’t like watching videos when I shop online, so visitors will not like video on our site,” can also be stated as a hypothesis, though the opposite of the one we stated above.
If we had already tested video, we would be able to predict if visitors like video or not based on the sales generated. We don’t need to guess because we have gained the ability to predict the future.

A Unified Fortune Telling Technology

This process unified all of the future-predicting strategies. When every idea becomes a hypothesis to be tested, it becomes possible to tell the future with more accuracy.
We always test from where we are today, adding our hypothesis to the mix and testing it against the page as it is.
It makes sense to consider what others are doing and our personal taste when coming up with ideas. It is when we put those ideas in the context of the existing site and test them that we gain a future-seeing goggles.

I’m Speaking at PPC Hero Conference

April 28, 2014 | Austin, Texas
Explore what drives consumer behavior and how you can optimize your content to best drive their purchase decision.
image
Join us

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Build an Audience for your Video in 7 Days

This is a guest post by Mike Tyler.

A leader without an audience is just a man yelling things.

There comes a time when every marketer faces the decision of whether to pursue video as part of their marketing strategy. The difficulties in this venture come in several forms. For example, you’ll need to determine what style of video to use, how you’re going to deliver it to your target demographic, and how you’re going to measure the success of the project.
This article is going to talk about a small but critical piece of your campaign’s success.
That is, how to build a better audience for your video.
After all, what’s the point of producing a Grammy worthy production if it sits hidden in the dark depths of YouTube?
Here are a week’s worth of tips that can help you engage more people (assuming you have a video already made).

Day 1

Write good copy. You need to create a headline that is engaging enough for people to open it. Why would people want to open your link? Be specific. If you’re selling baby shoes and people clicking your video don’t have kids, that is a misplaced resource. As cliché as it is, there are reasons why you still see ads that say “Lose 5 pounds today!” or…

New York Post

This also goes for descriptions. Explain the purpose of the video and what people can get if they watch it.
For more on how to do so, check out David Ogivly’s 6 tips on writing copy that sells.

Day 2

Upload your video to YouTube (the second largest search engine behind Google) and Vimeo, This is obviously an obvious step. However, a step that people often miss is using proper SEO formatting, annotations, and hashtags. Remind people to subscribe. If you have other videos, make sure they are in a playlist nearby. The crisper and clearer this is, the higher you will show up on search results.

Day 3

Share your video on social networks such as Facebook and Twitter. If you have a newsletter, add it in. If you have a blog, write a blog on it.
Video Marketing - The War Room
Get some friends to like and share it. This will exponentially increase your exposure.
Forbes states that 59% of executives would rather watch a video than read text. And that 75% of C-level executives watch at least one business video a week.

Day 4

Eliminate text from a page on your site and add your video instead.  Our opinion is that you should also A/B your site with a video and without.
Traffic Split A/B for Video
This will show you the effects a video has on your site. Studies have shown that video attracts 2-times as many monthly visitors, doubles time on your site, and has a 157% increase in organic traffic from search engines.

Day 5

Put aside a budget and use Google AdWords to drive traffic. In a study, Google found YouTube ads increased viewership to websites by 20%.
 

Google AdWords

or
Put aside a budget to use on YouTube Trueview. These are the ads that show up when people play YouTube videos. The way it works, you are only charged when a person watches the entire clip.

Day 6

Find ways to create backlinks to your video. Backlinks are links that bring a clicker to your website & video. The more backlinks there are, the most chances you have that someone will come see your video.
Another advantage of backlinks is that Google uses backlinks as part of their measurements that determine the pagerank of your site/video. The more backlinks you have, the higher your video will show up on keyword searches.

Day 7

See if you can benefit from YouTube Fan Finder. Depending on your video content and how often you create video, YouTube might even promote your channel for free.
You should create video often. A study claims that a YouTube partner who has been regularly uploading videos has increased his earnings by 300% over the course of 8 weeks.
Creating the universe in 7 days is pretty difficult. Finding an audience for your videos shouldn’t be.
Mike TylerAlways pushing his own limits,Mike Tyler, has a track record for success in both business and in the creative worlds. He found his inspiration to battle for what he believes in on a trip around the world. His dedication to perfection, professionalism and focus have helped put Mike on the map as a rising force. Traveling around the world following the surf and living like the locals can do wonderful things to a person. For Mike the people and places rekindled a passion that brought him back to Vancouver. Mike’s focus is people, with a peerlessly sharp eye for detail, Mike Tyler brings a personal touch to his client’s work. You can connect with Mike on LinkedIn or Google+.
 

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If You Could Ask Only One Question of Your Visitors, What Should It Be?

Brian Massey posed a great question to me the other day: If you could ask your site visitors only one question, what should it be? I love this question because it distills pre-conversion user research down to its essence: how can you best glean the “why” motivations behind what your users are thinking – and, equally importantly, the concerns they may be feeling – early in their experience? And how can you choose a question that, after you analyze user responses, will be actionable – will allow you to confidently make and test design updates that better address these concerns and improve your conversions?
In this article I’ll focus on what question to ask, and in a future article I’ll unpack where and how you should ask this question.

Start with the research end in mind

Start with the insights goal you’re trying to achieve by asking the question. Are you trying to expose the general concerns or questions (what marketers call “objections”) your visitors may have, or are you more interested in learning something more specific, such as whether your Product Detail page is missing any key information? If you’re new to user experience research, or your website hasn’t undergone any significant usability testing, you should typically start with the “general” goal and ask more open-ended questions.
In this article I’ll assume that you are asking the question of a person who doesn’t yet know and trust your brand and is early in her shopping experience (e.g. just arrived on your website or landing page). A different question – or set of questions – would apply for your converted customers.

First, avoid asking the wrong questions

First, let’s talk about questions you shouldn’t ask. The prospect is already on your site, so clearly your marketing has worked (at least partially). So early in the experience you should avoid asking marketing questions like:

  • How did you first hear about us?
  • What prompted you to start looking for this type of service?
  • What other competitors are you considering?

Instead, focus on the questions most tied to your research goals, and that uncover questions and concerns that would negatively affect your visitor engagement and conversion. Save the marketing questions for further down your sales funnel – for example, on order confirmation pages, in your social media channels, or on your email response pages.

Some possible questions

OK, let’s finally get to the question you should ask. Based on my experience leading research projects for six Fortune 500 clients, and my recent survey of the latest user feedback solicitation tools, here are my top 5 possible questions (in no particular order), along with some pros and cons for each:

Drumroll, please…

In my opinion, the #1 question I would ask is Question #5. Coming in a “Close 2nd” is Question #4.
The two questions are really variations on the same theme. By asking either of them you are communicating, “I value you as a potential customer and am truly interested in learning where our website is missing the mark relative to your needs, wants and expectations. This question is specifically not calling attention to your offer, it’s not “going for the close”, and it’s not asking your visitors to be designers; it’s simply saying “we care, we want to improve your experience, and we’re listening.”
A key thing to remember: for many shopping scenarios, “making a positive brand impression” or “building brand memory” is as important as closing a sale or generating a lead. Connect with the visitor first; sell to her later. Another thing to bear in mind: with the rapid growth of mobile devices usage, prospect experiences are often multi-touch:  the prospect hits your website on their iPad the evening of Day 1, briefly visits your site during lunch on Day 2, and again visits your site during an afternoon coffee break on Day 2. So, except in some small dollar amount, single widget sales cases, it’s not a “once and done” interaction (or if it is, it shouldn’t be).

A sample scenario

Let’s say that Judy, a middle-aged woman from Austin, is shopping for a place to board her dog Max while she’s on vacation. She’s willing to pay extra for a better facility and service. After doing a web search for “dog boarders austin,” she lands on www.campbowwow.com.

Camp Bow Wow

Judy’s main concerns are:

  • Pricing – how much will it cost for the week?
  • How much play time her dog will get
  • How clean the kennel is kept

Judy sees that these questions are not answered on the top half of the home page. After about 10 seconds of scanning, she’s a bit disappointed and clicks her browser’s Back button. End of experience – for now and perhaps forever.
If our “one question” were asked, she’d have the choice (and who doesn’t like choices?!) to express her questions and concerns. Even if Judy decides to go with another dog boarder this time, there’s a decent chance that a thought like, “Ah yes… Camp Bow Wow… they were the ones who asked for my input,” will get lodged in her longer-term memory. If she were not completely satisfied with the other boarder’s services or staff, a couple weeks before her next trip she might just give Camp Bow Wow a call.

Summing up

Whether or not you consider your organization “customer centric”, you need to start a dialog with your prospects. And the sooner you can do this, the better (both in the experience, and on your website release roadmap). By doing so you’ll discover expectations that your site is not meeting so that you can better address them through user experience and copy updates, and thereby grow your bottom line.

About the Author

Mark is the Owner and Research Director at Hallmark Experience, an agency that focuses on voice of prospect research, usability testing and expert design reviews. He’s had the privilege to work with top brands like Macys, Kaiser Permanente, American Express and AutoZone, as well as smaller, fast-growing companies in the San Diego area. You can reach him here.

 
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Heartbleed Has Taken Trust Away from Your Website

We have begun tracking the Heartbleed Bug across the Internet, and wanted to update you with information to help you minimize the impact on your conversion rate and your sales.
The Heartbleed bug is a major setback for ecommerce sites, online services, and subscription sites, even if your site is not affected by the bug.
Heartbleed is an error in an encryption library used by many companies. This library, called Open SSL, is used to encrypt information such as your username and password between your browser and your servers so others can’t listen in. Because of the Heartbleed bug, others have probably been listening.
Visitor Trust Has Been Shaken
Basically, any site that has a login could be using this buggy Open SSL library to encrypt our login information.
It doesn’t matter if your site isn’t affected. The perception is that every site is affected.
Your visitors are now approaching your site with less trust.
Even if you aren’t affected by the Heartbleed bug, visitors will approach you with higher levels of trepidation.
You need to act.

Make it Easy to Change Passwords

Restoring trust to a person who is frustrated by the amount of work this bug has created for them is critical. If you take it seriously, you can gain trust faster than competing sites.
As we speak, your visitors are deleting their memorized passwords and cookies. They are going to come to your site as a stranger.
They may have forgotten their passwords. This is OK, as it is recommended that we all change all of our passwords. Nonetheless, you should make it easy for visitors to recover and change their password.
Your forgotten password functionality should contain a few important features.

        

  1. Your new password feature must be working. Test it.

    2.     

  2. The verification email must come quickly, even immediately.

    3.     

  3. Do you use a complicated Captcha function on the form that takes their new password? Eliminate Captchas or keep it simple.

    4.     

  4. Show the password as they type it. Technically, this is less secure. Someone can watch over their shoulder. However, this prevents errors that frustrate customers.

Make it easy for them to recover their account and change their password. That builds trust.

Announce That Visitors are Safe

Once you’re sure that your site is not vulnerable (either through a patch or because you don’t use the broken SSL libraries) you need to make it clear to your visitors that this is the case.
Again: even if your site never suffered from the bug, you need to let visitors know that their info is safe.

Heartbleed Patch LogoProvide a visible sign that visitors aren’t in danger.

The Heartbleed logo is going to become well known among those who are concerned. In the image at left, I’ve incorporated the logo into a “Heartbleed Safe” badge. The logo will draw the eye and the message is that they can buy from you and login without worry.
Clicking the badge should take the visitor to a page telling them how to change their password. You can also advise them to delete their cookies and passwords in their browser. This will make them safer, and make it harder for them to do business on your competitors’ sites, if the competition hasn’t read this column.
Give them the basics on Heartbleed. Some resource are given below.
Don’t Forget Email. Be sure the send an email to your subscribers or account holders. Link them to the resource page you created for the badge.

Resources

Announcements are or should soon be coming from host platforms such as InfusionSoft, Drupal, Joomla. We have announcements from Amazon and Yahoo that may apply to you. If you are on Shopify, people are talking about Heartbleed. If your code is on Github, you need to take action.
We’ll update this list as new resources come online.
 
UPDATE: We have confirmed that split testing tools Optimizely and Visual Website Optimizer have patched their systems. It is a good time to update you passwords with them.
Heartbleed.com
There are several sites that allow users to check your site for the Heartbleed bug. These systems may not be 100% accurate and may finger your site incorrectly. Make sure your site is OK.
LastPass Heartbleed Checker
Filippo.io Heartbleed Checker


Brian Massey
 

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3 Must-Use Facebook Ad Tactics for 2014

This is a guest post by Simon Campbell

Facebook is not only the most popular of the many social networks; it’s also the most prone to changes. What worked well just a few short months ago on the site may not be the best formula to try in 2014.
Changes in the News Feed have been among the most recent from the site. With a much larger emphasis on quality content that weights well via Facebook’s unique algorithm, marketers are forced to up their engagement tactics in order to survive inside of News Feeds without being missed, ignored or forced out.
Along with other changes, such as the sheer size of the mobile market today, anyone’s Facebook ad tactics should be updated. Not overhauled, just tweaked to remain a relevant and engaging brand on the site.
Facebook Tactics

The Audience Growth Survey: Subscribers, Fans, & Followers – Report #22 by ExactTarget a Salesforce.com company

3 Must-Use Ad Tactics for Facebook Marketers

1: Find the Right App

Facebook presents many tools to help marketers achieve success without having to venture offsite for much of anything. However, creating, testing, tweaking and targeting content is exceedingly difficult to do without some third-party assistance. Marketers looking for a sharper edge this year should try to find a third-party ad-management application that offers freedom and ease of use.
What you’re looking for in the right ad-management app includes:

        

  • The ability to schedule entire ad campaigns

    •     

  • Automated campaigns with rules you (the user) create

    •     

  • A plug-n-play Google Analytics feature

    •     

  • A streamlined interface

    •     

  • Templates for saved work

    •     

  • Organizational folders

    •     

  • Split-testing capabilities

    •     

  • Easy features for creating ad variations

    •     

  • Full control over which ads are actually used.

The end results is an easily programmable app that allows you to create, change, test and launch entire ad campaigns on a schedule you select, using ads you personally deem appropriate for the task. Every other tactic’s success depends in large part on the app you select for your ads.

2: Expand on Proven Organic Content

While paid advertising will, by design, always trump organic reach, many marketers find that some of their best ongoing success comes by way of everyday posts that ultimately build an organic following. Due to changes with Facebook’s Promoted Posts feature, you can now take an ad that was already popular and really kick it into overdrive with a bit of paid targeting.
Used in conjunction with your ad-management app to fine-tune the targeting, a Promoted Post can provide you with a litany of benefits, including:

        

  • The ability to boost a post visitors have already been engaged with

    •     

  • Adding new life to a post you feel hasn’t run its course

    •     

  • More views in more News Feeds

    •     

  • A longer lifespan in News Feeds for quality, paid posts

    •     

  • An expansion of the audience every time someone engages with the post

    •     

  • The ability to pin the post to your own page

    •     

  • An affordable way to keep pace with bigger brands

Along with greater reach comes greater recognition. Using a Promoted Post in 2014 is one of the safest, most affordable, and effective forms of Facebook advertising.

3: Target Small

Although niche marketing is a tried-and-true principle of advertising that doesn’t change much on a year-on-year basis, 2014 presents a couple of solid reasons to quickly narrow your advertising focus. With more brands, more mobile users, and many more advertisements, focusing on direct niche marketing allows you to target those most likely to engage. This offers quality control abilities you wouldn’t otherwise have.
When setting up your next advertising campaign, think about:

        

  • Starting with no more than 1,000 people

    •     

  • Split-testing and tracking variations of ads for effectiveness

    •     

  • Choosing a single interest so that you can directly target prospects

    •     

  • Split your campaign between male and female, measuring the results

    •     

  • Try age variations to see which demo bites the hardest

Targeting small, and in spurts, allows you to quantify your efforts easily and without must hassle. After seeing which group is most responsive to a certain ad type, you can begin expanding your efforts to draw more interest from more areas.

Bonus Tip: Tracking Advice

No matter the type of app you’re using, the type of ad you’re releasing, or the size of the market you’re targeting, your progress must be tracked in order to ensure the success of your tactics. Releasing an ad campaign and letting it run its course without a watchful eye could result in disaster.
Use Facebook Insights to your advantage to view your engagement numbers, such as Likes, comments, shares, etc. You can view an assortment of graphs to tell you if you’re heading in the right direction.
Using the right app for ads is also going to give you an easy way into Google Analytics. This is a more in-depth analysis of how your campaign is doing. You can track URLs, create separate landing pages, and pretty much customize the system for optimum convenience.
Tracking allows you to tweak when necessary, to cut your losses if needed, and to double-down on working tactics. A campaign that’s not being tracked is a campaign doomed to failure.
Simon Campbell, author
 
About the Author: Simon Campbell, a writer from a Facebook ad campaign tool – Qwaya. He loves to write different topics about social media and participates in some communities and forums. If you have more social media marketing questions, feel free to ask Simon on Twitter

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An Insider’s View on Visual Marketing – Get Your Own Gimmick

For The Conversion Scientist, Visual Marketing is very simple: Create a hook and use it everywhere.

Speaking engagements, your website, your social media profiles, webinars, podcasts, the movies, grocery shopping.

Well, maybe not everywhere.
Speaking in lab coat

Brian Massey devised an inventive way to exaggerate the serious nature of his business without compromising its integrity. With science on the brain, naturally, he put on a lab coat. “Every headshot I have includes the guy coat,” says Brian.

“Every business needs a mental ‘hook’ that prospects can hang mental impressions on. I like to joke that my audiences will forget what I teach, but they never forget the lab coat.”

Brian Massey on the importance of Visual Marketing The Importance of Visual Marketing

Brian also likes to hand out lab coats to his customers, making them “Honorary Conversion Scientists”. This unique gift turns clients into walking billboards for Conversion Sciences.

The Conversion Scientist doesn’t stop at just the lab coat. His website, blog site, office, and social media pages are adorned with a science related theme: beakers, Bunsen burners, and yes, a custom created Periodic Table of Elements for Online Marketing.

The periodic table of marketing elements.

The periodic table of marketing elements.

In fact, the inventive and humorous folks at Grasshopper penned an entire article on the importance and effectiveness of integrating humor into your marketing and branding strategies.

So, What is Visual Marketing?

Visual Marketing is the discipline of studying the relationship between an object, the context it is placed in, and its relevant image. A great brand is more than a tagline or a popping logo. It’s the purpose behind your business and how your potential clients perceive that purpose. It’s the story that makes you great. Hence the reason the lab coat works.

Lab coat + Conversion Science = The Conversion Scientist

Visual gimmick and imagery is an important part of the marketing world. Remember to throw this into your branding toolkit.

Brian Massey

 

 

 

21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three

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The Inert Gases of Your Low Converting Web Pages: How to Get a Reaction from your Visitors [AUDIO]

Marketers need a common vocabulary and notation for the things we’re doing online. We need to understand the elements that we can introduce and the ways they react with each other.

At Conversion Sciences, we stole the notation of chemists. They have a clear notation, like the notation for how vinegar reacts with baking soda.

Marketing reactions are like baking soda and vinegar.

Marketing reactions are like baking soda and vinegar.

Here’s our periodic table of the online marketing elements:

The periodic table of marketing elements.

The periodic table of marketing elements.

The bottom line is this: We want to get a reaction from our visitors.

When we aren’t generating reactions on our site, we can see the results clearly:

  • High bounce rates and exit percentages.
  • Low conversion rates.
  • Low revenue per visit.
  • High acquisition costs.

So, what do we do about it?

Eliminating Inert Gases

In our periodic chart, there is a section called the “Inert Gases.”

The inert gases-Bordom, Hot Air, Melium, Abondon

The inert gases-Bordom, Hot Air, Melium, Abondon

The Inert Gases – Bordom, Melium, Hot Air, and Abandon – contaminate the pages on your website and can be detected through your analytics.

Find out how to eliminate the Inert Gases from your web site with this month’s Marketing Land column, 4 Elemental Problems with Low converting Web Pages.

Listen to the Column

Conversion-Scientist-Podcast-Logo-1400x1400


Subscribe to Podcast

  • How do I calculate BUU for a long sales-cycle business?
  • How do I factor in profit?
  • How much should I spend to get more revenue from my existing traffic?

The ultimate question is this: How will small changes in conversion rate affect my yearly revenue? This is the promise of understanding your BUU.

21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

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How to get Awesome Content that Boosts Conversions

Picking their brain-cascade content. SME Problem
Solving the “Subject Matter Expert Problem”

Getting right traffic to the right page is critical if you want high conversion rates.

The right content is the way to get the right traffic to your pages.

But, content is a pain in the nether regions to create and get approved, is it not?

  • “Our subject matter experts are too busy.”
  • “We’re already short on time and resources.”
  • “Content isn’t perceived as aggressive enough for management.”

If you’ve got 30 minutes, I’ll show you how to overcome all of these obstacles. Join us on Thursday February 13 (or watch the recorded version later if you can’t make the date). We’re going to show you:

  • How to overcome the SME problem.
  • Why you may already have a month’s worth of content sitting on your site.
  • How other businesses are using content to generate real results for the business.

Plus, we’ll share with you the results of our Perceptions of Content Survey.

  • How often other businesses are producing content.
  • What kinds of content works in their business.
  • How much time they are spending on content.
  • Their goals for content marketing.

This is the proof you need for your management. We always make decisions based on data here.

Join me and the brilliant folks at Hublished for an inspiring 30 minutes. The recorded version of this webinar will be made available.

But, as you will see we won’t stop there.

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