Karon Thackston writes this HRA guest post on a simple way to improve the conversions on your website.
Being easy to implement and providing higher value than other methods (such as competitor benchmarking and abandonment emails), copy optimization gets to the heart of the matter quickly. Combine that with A/B testing and other techniques and you've got an optimization plan that is destined to increase conversions.
Many companies apply a mass marketing approach to social media. They launch Facebook pages or have their CEOs tweet brand-friendly messages -- assuming that all social networkers are the same. They're not.
An important step for a brand that has a social media strategy, and wants to avoid crises, is to ensure that employees understand how to use those tools.
This Infographic by Mindflash demonstrates that 76% of companies do not have a clearly defined social media policy.
Social media consultants can be an expensive addition to your business. But in this day and age, no company can operate without a sound social plan.
Your best social media team might actually be your current workforce. But how can you find your company’s natural social media rock stars and get your entire team on board with your goals?
The Infographic breaks down how your team members will likely react to the need for social media training. For example, some of your employees may already have popular social media channels in their personal lives, while others may be opposed to your business’ push online.
Keep in mind that your team probably represents a wide range of social media experience. This will help you know how to identify the different groups and understand how to best get them ready to implement your strategy.
As digital marketers, we know to invest in mobile, but there are still choices to be made. Consider these debated strategies when planning your campaign.
Marketers are always looking for new innovations to improve their strategies, but in order to properly accomplish that it is necessary to understand what creates the most effective mobile marketing campaigns. In order for a mobile campaign to be successful, you need to start with traditional marketing fundamentals that can be applied to other media channels. Marketers need to stop worrying about what can be the coolest mobile app, and instead get an accurate understanding of how customers are using these devices on a day-to-day basis. Let's analyze the current reality of mobile and determine key methodologies to best deliver successful mobile marketing campaigns.
How do retailers develop and execute on the right digital and off-line cross channel strategy to maximise consumer engagement?
In today’s multichannel world, the boundaries between virtual and physical stores are blurred and competition from international retailers is growing. The local retail landscape has irrevocably changed - from “bricks and mortar” to “bricks and clicks” to purely “e-tail” – the evolution of retail is ongoing and carries significant ramifications for those who choose not to keep up with the pace of change.
The Experian Marketing Services Infographic looks at the changes to the local retail landscape and the ongoing evolution of the industry into the digital space, highlighting the research and statistics found in the Australian Retail and Digital Future 2012 Report.
Experian Marketing Services commissioned research amongst 300 Australian retailers from B2B and B2C organisations to gain a more complete picture of the Australian e-commerce environment.
This report examines the retailers’ responses, and draws upon the Experian Marketing Services experience and expertise in the online retail environment to provide commentary on the current state of online retail in Australia. It offers a way forward for those retailers seeking to overcome perceived barriers and develop a sound e-commerce strategy that will carry their business into the future.
Facebook’s algorithms are sometimes a problem for fan pages who publish only a few posts. The problem is that they don’t appear in the stream of their fans. With this new feature, that could change, if the fan... activates this new option. Interesting! [note Martin Gysler]
Facebook is rolling out a new feature for users to opt in to receive notifications every time a page makes a post.
This seems to be a solution for fans who don’t want to miss any page posts that might not make it into their News Feed because of Facebook’s algorithms. For example, some users might want to be aware of all posts from a news publication, an artist they really like or a small business that doesn’t post very often. The feature is similar to the “close friends” option, which alerts users each time a new update or photo is shared by someone on the list.
Robin Good: Network World has published an interesting and valuable report comparing eight different web-based web conferencing services.
Their selection of conferencing tools to compare includes Adobe Connect, Cisco Webex, Citrix GotoMeeting, InterCall Unifed Meeting (in beta with v5), LogMeIn Join.Me Pro, Microsoft Lync 2013 (in beta, and part of Office 365), Skype Premium (now owned by Microsoft), and Vyew.com Professional.
Twitter is a great way to build and engage an audience with short, timely, relevant messages, but if you’re trying to drive traffic to your website, what results should you expect in terms of click-through rates?
Check out this Infographic by Joanna Franchetti from Sign-Up, who analysed tens of thousands of tweets sent through Sign-Up’s Twitter marketing tools in the first seven months of 2012 to find out the answer.
Looking at average click through rates (CTR) from tweets and how this varied by the number of followers, day of the week and time of tweet.
They found that the average click through rate for a tweet is 1.64% (just over half the rate of email, which averages 2.95%), and that this declines rapidly as your number of followers increases. They also found that clicks tend to increase later in the day, peaking at around 6pm.
We know from multiple data sources that more than 90 percent of smartphone owners use maps and local search. We also know from Google that up to 50 percent of mobile search carries a local intent.
Based on a survey of 1,100 US adults, the study found that 40 percent of survey respondents used local search daily and that 70 percent of smartphone owners use location-aware mobile apps. It also discovered that consumers who own smartphones, tablets and PCs are (not surprisingly) the most “avid” users of local search. By contrast, those who own only PCs and feature phones do many fewer local searches.
What time do your readers normally browse through their inboxes? When are they most likely to open and click? Do they read messages that are more than 12 hours old? GetResponse set out to answer these questions in our latest research on open-and-click times and came up with some interesting conclusions.
This involved analyzing 21 million messages sent from U.S. email accounts during the first quarter of 2012 to determine the top result for the following metrics:
Open time Click-through time Recipients’ top engagement time
The really important finding was that all email messages, no matter what time they were scheduled for, get most opens within the first hour from delivery (up to 23%).
This means that if a message is sent too early (or too late) to top engagement times, it will miss the chance of reaching its maximum results. It simply cannot wait in the inbox for too long. The research confirmed that the subscribers are most engaged with their inbox content during the working hours: Scanning emails is the first thing they do when they start work — 8-10 a.m. Then, their inbox activity goes down, with the lowest results around lunch, and goes up again shortly before leaving work — 3-4 p.m. An interesting thing is that the average click rate also increases around 8 p.m., which might mean that this is the time when recipients read through their messages with more attention.
As the research shows: to achieve best possible results, you should schedule delivery of your email taking into consideration the following:
Emails reach the best results within 1 hour after landing in the inbox. If your recipients are occupied with other activities, they won’t be able to engage while it’s still fresh, and your message will be crowded out by more recent messages To optimize the engagement rates for your message, you should schedule it to hit the inbox no later than 1 hour before the top open times, when its chances of getting noticed are the highest. If your emailing's go to worldwide lists, make sure you use solutions that optimize delivery times in different time zones
Robin Good: PlagSpotter is a free web service which allows you to rapidly identify which specific sentences of your articles have been duplicated elsewhere on the web and at which specific URLs they have been republished.
After analyzing a specific URL, PlagSpotter presents you with a report, that includes a copy of the text published at the URL you have specified, in which the sentences that have been duplicated elsewhere, havebeen highlighted.
By clicking on any of the highlighted sentences you can get a list of the URLs where that specific content has been duplicated.
From the official site: "PlagSpotter is an online duplicate content checker that allows users to put their webpage URLs in to start an Internet duplicate content scanning and detection process.
The user can get a list of sites that duplicate the original source by displaying excerpts of the plagiarized text in a sentence by sentence format."
"... Successful online content providers no longer need to rely on ad spend. (There will be) fewer chances to reach consumers with ads."
That's what Darika Ahrens, a Forrester analyst, suggests: "Marketers should start acting like content creators to get their messages across, because actual media companies could give up on advertising funding as people start paying for their material."
"Thanks to technology developments, the outlook for content payments is positive. Of those providers who succeed at it, some will rely exclusively on user payments, and some, like The Financial Times, will seek to reduce advertising in their revenue mix as much as possible."