Do you want to know how to develop a conversion-worthy website? It all starts with understanding what your customers want. If you want to create a website that converts, you need to start by understanding your target audience. What are they looking for? What needs do they have? Once you have a good understanding of what your target audience is looking for, you can start developing an offer that meets their needs.
When you’re creating a website, it’s important to keep search engine optimization in mind. However, you shouldn’t optimize your site solely for the sake of getting higher rankings in the search engines. Instead, you should focus on optimizing your site for conversion. That means creating content that is relevant to your target audience and including calls to action that encourage visitors to take the next step. If you take the time to optimize your site for conversion, you’ll be well on your way to developing a successful website!
B2B Marketing News: More B2B Brands Podcasting, LinkedIn’s New Page Newsletters, Meta’s 3D Ads, & Instagram’s Voice Responses
B2B Content Consumption Booms, With eBooks In First Place
Overall B2B content consumption time increased by 3.6 hours, up nine percent from last year, while consumption among corporate-level executives rose by 15.8 percent — two of several findings of interest to B2B marketers contained in the recently-released sixth annual edition of NetLine’s B2B content consumption report. MediaPost
B2B Marketers Open to New Opportunities; Training Could Improve Retention
79 percent of B2B marketers have said that bolstering existing skills was the primary reason managers authorized training, followed by 75 percent who said learning new skills, and 53 percent who noted that employee retention and satisfaction was a top reason organizations turned to B2B marketing training, according to newly-released survey data. MarketingCharts
LinkedIn Adds Newsletters for Company Pages, Updated Campaign Manager Navigation
Microsoft-owned LinkedIn has expanded its on-platform newsletter creation and distribution system to qualifying company pages — a feature previously available only to individuals using the professional platform’s creator mode, along with new campaign manager navigation features, LinkedIn (client) recently announced. Social Media Today
Which Social Media Measurements Matter Most? It’s All in the Customer Journey
If You Target Journey Stages with Specific Channels…
Let’s say your team is using social media channels to serve different audiences at different stages:
- LinkedIn for top-of-funnel awareness through thought leadership for enterprise customers
- YouTube for consideration through product comparisons and walk-throughs for small/medium business customers
- Twitter for servicing and customer retention for small/medium business customers
Since each channels each have different customer journey stages and different goals, the metrics would look something like this:
- LinkedIn: impressions, click-throughs, likes/comments, sales outreaches that mention social as a referral source
- YouTube: through-plays, comments, referrals
- Twitter: branded/non-branded mentions, interactions, percentage of customers serviced through Twitter
To track these metrics, your measurement dashboard would identify the goals per channel and report out the metrics based on those goals.
Google Discovery Ads Dos and Don’ts For More Successful Campaigns
Discovery’s targeting is unique, but ad units also offer up some unique opportunities.
Like Display, Discovery Ads are responsive. You give it a series of image and text inputs, and the algorithms determine the optimal ad to serve, depending on the user’s demographics and behaviors.
- Do utilize the 4:5 aspect ratio. Google’s tool can help, or you can hire a freelancer to resize your existing banner for less than a dollar (when done in batch).
- Do maximize the images, headlines, and descriptions used for each ad. The more you can give Google to test, the better your ad strength will be.
- Do utilize creative learnings from your social channels. The mindset of the Discovery ad viewer is very similar to that of someone scrolling social feeds.
Discovery Ad Don’ts
- Don’t imply interactivity (e.g. Add a CTA button). Google is more strict on that compared to standard display campaigns
- Don’t use much overlay text in your images. It leads to lower CTRs on average. It also leads to sub-optimally formatted ad units for certain inventory
- Don’t overuse low-funnel KPIs with cold audiences. Like other display and social tactics, you’ll generally want to warm your audience up before offering up a low funnel call-to-action
Survey Says: 2022 B2B Marketing Insight From Social Media Polls
Poll #1 — The Tactics B2B Marketers Are The Most Optimistic About
Our LinkedIn respondents gave the nod to traditional content marketing, with 47 percent saying it was the tactic they were most optimistic about looking ahead.
Influencer marketing followed in second with 29 percent, followed by values-driven marketing with 16 percent, and always-on marketing with seven percent.
Luckily for B2B marketers, these methods are never entirely separate, however, and some campaigns may even include all of these four elements.
Poll #2 — Top Alternative B2B Social Media Platforms
49 percent of our LinkedIn poll respondents pegged TikTok as their top alternative choice for B2B marketing efforts, followed by Reddit at 24 percent, Meta at 15 percent, and Discord with 13 percent.
Our Twitter poll respondents saw things somewhat differently, with a leading 35.7 percent pointing to Discord, 28.6 percent each to Reddit and TikTok, and 7.1 percent to Meta.
Why testing is a marketer’s most powerful tool
If you’re judging the effectiveness of your testing program based on results, you’re missing the point of testing.
The goal of testing, contrary to popular belief, is not to get better results; that’s a byproduct of good execution. The true purpose is gaining new insights into what works (and what doesn’t).
These insights are far more valuable than results. They can be applied across all of your marketing efforts—current and future—to drive improvements. And they can shape and direct your marketing strategy.
Set your themes
This inherently prevents you from testing small details and allows you to have the biggest impact in the shortest amount of time. Instead of running many unrelated tests, you can choose a set of “themes” aligned to your marketing strategy. Then your tests can support one or more themes which will help you validate and direct your strategy and implementation.
This is what test-driven marketing is all about, and it’s the foundation for agility in marketing. Where marketing strategy and experimentation intersect, you can rapidly and efficiently discover the right path forward, much like electricity following the path of least resistance.
18 Facebook Ad Ideas to Boost Your Results
#1: Sponsor a High-Performing Post
When prospective customers are first getting to know your business, blog content can help them learn about your mission, get familiar with your products, or see how your company compares to the competition. Not sure which blog posts to link in your ads? Check your Facebook page’s analytics in Creator Studio.
#2: Announce a New Product Launch
Do you have a big announcement to make? Are you ready to launch a new product? Rather than repurposing an existing post, design a new ad with eye-catching creative and copy options. If you enable Dynamic Experiences at the ad level, you can rely on Meta to create various iterations of your ad, optimized for each user.
#3: Promote Your Podcast
Turn one of your best podcast moments into an audiogram and promote it as a video ad. Whether you pursue interactions via the engagement objective or target downloads via the traffic objective, this tactic is a great option for attracting more listeners.
Five must-haves of a conversion worthy ecommerce website
- Getting traffic to a website can be difficult, so you need to make sure that visitors are as likely to convert as possible once there
- Quality site search implementation can increase conversion rates by 5-6x, and including elements like CTAs or a system that accounts for spelling mistakes can have a considerable impact
- When working with an online store, think about category pages like aisles and sub-categories like shelves within those aisles
- Breadcrumbs can not only help enhance the user experience but also improve rankings as they help search engines understand how your site structure and relevance
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