Beyond Marketing
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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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The 3 Goals For Your Content Marketing

The 3 Goals For Your Content Marketing | Beyond Marketing | Scoop.it
What are the main goals for your content marketing? Reach, engage and convert new customers or stop calling what you're doing content marketing!
Denis Failly's insight:

Reach. Engagement. Conversion.

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The Psychology of Influence

The Psychology of Influence | Beyond Marketing | Scoop.it
This is a fantastic infographic about the psychology of influence.
Denis Failly's insight:

psychological tactics that businesses use to sell

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Tracking Social Media Marketing Progress

Tracking Social Media Marketing Progress | Beyond Marketing | Scoop.it
The number of “likes” on your Facebook page and the amount of followers on your Twitter account are not the only determiners of the efficacy of your social media marketing campaign.
Denis Failly's insight:

mnemonic way : R.E.C (Rec ,Engagement, Conversion)

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Sales process for countless-conversions

Sales process for countless-conversions | Beyond Marketing | Scoop.it

"...this infographic that focuses on conversions caught my attention. It is based upon a study by/ Leads360 who analyzed more than 3.5 million leads"

Denis Failly's insight:

Conversion is also matter of good Timing

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Last-click attribution is undermining your hard work

Imagine you’re a football manager, your objective is to maximise the number of goals your team scores for your budget.

However, if you were to start assessing players based solely on their goal scoring ability, you’d end up with an unbalanced team full of strikers and probably let in a lot more goals than you’d manage to score.

The same story goes for cross channel media buys; each channel has a unique position on the team and serves a unique purpose, however they’re often measured on their ability to achieve the end goal independently of the other channels.

Buying your media in this way is attractive because it uses simple metrics and makes for great reporting, but if you’re still measuring prospecting based on your conversion pixel, you could be missing a lot of opportunities from further up the path.

As a simple example we looked at a client which provides us information about the channel each conversion was attributed to. Using this data we examined how likely an ad is to get attributed depending on its position in the conversion path using a last click attribution model.

The results are hardly surprising...

 

 

Denis Failly's insight:

your different media channels are part of a team, working together to score that all important goal.

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Using Design Principles to Increase Conversions

Using Design Principles to Increase Conversions | Beyond Marketing | Scoop.it
A how-to showing how fundamental conversion centered design principles can be used to increase conversions on your landing pages.
Denis Failly's insight:

the Art to buid Landing pages

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Why Conversion Optimization Strategy Trumps Tactics Every Time

Why Conversion Optimization Strategy Trumps Tactics Every Time | Beyond Marketing | Scoop.it
In our work testing the so-called best practices over the past five years, my testing team and I have disproven many common recommendations for how to maximize website conversions and revenue.
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The New Marketing Paradigm

The New Marketing Paradigm | Beyond Marketing | Scoop.it

Change is the only constant in today’s world. New paradigms constantly replace old ones and what worked well in the past is either obsolete or on its way to obsolesce. Marketers need to understand this fact and change their strategies and practices accordingly.

 

 

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Conversion Rate: Average website conversion rates, by industry

Conversion Rate: Average website conversion rates, by industry | Beyond Marketing | Scoop.it

From MarketingSherpa 2012 Website Optimization Benchmark Report,

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A Conversion Optimization Maturity Mode

A Conversion Optimization Maturity Mode | Beyond Marketing | Scoop.it
Conversion Optimization Maturity Models were all the rage at Conversion Conference, but they can make you feel like you're living with your marketing parents.
Denis Failly's insight:

" Maturity models are ways to identify your strengths and plan to build on them."

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5 email marketing tools for conversion

5 email marketing tools for conversion | Beyond Marketing | Scoop.it
There are many ways to help with conversion for your website visitors to email subscribers. Here are 5 email marketing tools to help.
Denis Failly's insight:

That’s just 5 tools which hopefully will get you thinking about how you can improve your email conversion rate.

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How To Optimize Contact Forms For Conversions [Infographic]

How To Optimize Contact Forms For Conversions [Infographic] | Beyond Marketing | Scoop.it
Every marketer wants to optimize their forms to get more leads, but how do you do it? Dig into the infographic for some inspiration, examples, stats & tips.
Denis Failly's insight:

Good practices to know, in the twinkling of an eye

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25 Ways to Know if You’re a Pro Conversion Rate Optimizer - Checklist

25 Ways to Know if You’re a Pro Conversion Rate Optimizer - Checklist | Beyond Marketing | Scoop.it
You think your CRO skills are top-notch, right? Conversion rate optimization is fun when you're winning, and hard when you're losing. So how good are you?
Denis Failly's insight:

A little Test, thick the multichoice quizz

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Social Media Marketing Predictions for 2013 – Part 2 - Dachis Group

Social Media Marketing Predictions for 2013 – Part 2 - Dachis Group | Beyond Marketing | Scoop.it

A few weeks ago I began an exploration of the top trends in social media marketing this year. Now it’s time to circle around and finish the list, as it has indeed become a pivotal year in using social media to cultivate advocates, optimize our marketing efforts, and genuinely engage with customers. Marketers are also finding that — to drive credible performance that has measureable business impact — they must do all of this at scale as well.

 

Denis Failly's insight:

I think this vision of Conversion Funnel is too much linear, the reality is more complex, so I suggest alternative visions of the Marketing Funnel : http://bit.ly/UjSLxZ

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How to Capture More (and Better) Lead Intel With Progressive Profiling

How to Capture More (and Better) Lead Intel With Progressive Profiling | Beyond Marketing | Scoop.it
Learn about progressive profiling, and how it helps you improve your lead intelligence and increase conversions.
Denis Failly's insight:

Progressive Profiling a mean to avoid deterrent long forms.

 

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7 métaphores autour du tunnel de conversion client

Denis Failly's insight:

Le tunnel de conversion marketing classiquement représenté sous forme d’entonnoir, est une représentation simple, compréhensible et qui s’inscrit dans un process séquencé de cycle d’achat (phase après phase) , programmatique et convergent (la sortie vers l’achat).


Les individus qui y transitent selon des scénarii pré-établis de nurturing et de (re)targeting de contenus, sont progressivement « rangés » (l’esprit de classification / segmentation) dans des cases (prospects, leads,…) en fonction de leur parcours progressif  de phase en phase.


D’une logique de pensée, voire d’un moyen mnémotechnique, nous sommes tombés dans le modèle utilisé à outrance sans le questionner comme si il était gravé dans le marbre.


L’expérience prospect/client, humaine avant tout pétrie de conviction, doute,  renoncement/abandon, simple curiosité, humeur changeante, zapping, hétérogéneïté et paradoxes des comportements, serendipité, irrationnalité…ne rentrent pas dans les fourches caudines d’un Tunnel de conversion :
Pour l’avoir pratiqué moi-même comme marketer je me suis rendu compte comme d’autres, que cette mécanique de l’entonnoir était trop bien huilée, trop simple même si on l’accepte comme une représentation, une convention, un modèle pour agir.


Ecoute, (dés)engagement, conversation,  partage, buzz négatif ou positif… sur les médias sociaux nous apportent chaque jour la preuve, que nos outils, notre pratiques, nos KPI …ne sont pas adaptés pour intégrer cette dynamique humaine, foisonnante et complexe. Il est clair que  le nouveau terrain de jeux des marketers  est le Web social, le Web « vivant » dont la matière première est l’humain avant que d’être le bit d’information.

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8 Landing Page Factors To Help Boost Online Conversions

8 Landing Page Factors To Help Boost Online Conversions | Beyond Marketing | Scoop.it
Find out how eight important landing page factors can help boost your online conversions.
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