5 ways to make your website work better
TRANSCRIPT
5 Ways to Make Your Website Work BetterLiz WilsonGroup Marketing DirectorCustomer Focus Software
What We’ll Cover
How niche marketing works
Building search engine optimized pages
Page content that converts visitors to leads
Effective use of email marketing
Analyzing what works
How Niche Marketing WorksAnd why it’s important!
How to Become a Market Leader
Have the best product
Be the cheapest
Provide the best customer service
The Challenge Promotional Products Distributors Face
Why Niche Marketing?
Elevates you from the masses
Gives you a better chance of being seen on Google
Makes you more appealing
Gives you more control over pricing and products
Allows you to exercise your expertise
Attract better quality leads who’re ready to buy
How to Find a Niche
Existing customers
Previous jobs
Interests
Network
You must understand this niche better than the average distributor
Is the Niche Profitable?
Check Google Search for Competition
Is the Niche Profitable?
Use Google’s Keyword Planner
Building Search Engine Optimized PagesThe building blocks for better search engine visibility
Page Set Up Essentials:
Page TitlePage URLMeta Description
On Page Essentials:
Title TagsKeyword-Rich Text Content
Page Content that Converts Visitors to LeadsThe importance of clicks!
How to Get Clicks
Selected Products
Forms
Call to Action Buttons
Instant Credibility Fixes
Trust Symbols
Testimonials
Graphics / Layout
Compelling Copy
Instant Credibility -ExamplesCompelling Copy
Graphics / Layout
Instant Credibility -ExamplesCompelling Copy
Graphics / Layout
Testimonials
Dig Into ‘Why’ with The Golden Circle
Be Human, Be Different
Effective Email MarketingFrom growing your list to getting emails opened and actioned
How to Grow Your List: Ask!
Add Sign Up Forms to your Website and Email Signature
Take Paper Forms to Exhibitions / Events
LinkedIn Contacts (proceed with caution!)
What to Send (What You Promised!)
Sending Personalized Content
Quote / Order History (buys pens, apparel, awards)
Location (people prefer to buy locally)
Industry (charity, retail, education, healthcare)
Preferences (Eco-Friendly, Union Made, Supply Chain Compliant etc.)
Key Events (exhibition in October, awards ceremony in January)
Likes (plays golf, supports a particular club)
Sending Personalized Content
Where to Get the Info: Business Management Software
Where to Get the Info: Surveys
Service Providers
Surveys:
typeform.com
surveygizmo.com
constantcontact.com/online-surveys
Email Marketing:
constantcontact.com
mailchimp.com
verticalresponse.com
When to Send Emails
Source: wordstream.com
When to Send Emails
Source: wordstream.com
The Importance of Subject Lines
Source: Constant Contact
Subject Line Suggestions:What Works
‘5 reasons why…’
Questions (‘Tired of making your boss rich?’)
Testimonials (‘More Alaskans drive on Michelins’)
‘How to…’
‘Top 10 tips for…’
Subject lines with the recipient’s city in them get more opens (‘Attention Bostonians who need to lose weight’)
‘Video’, ‘bulletin’, and ‘news’ all perform well
Sources : mequoda.com | Adestra | mailchimp.com
Subject Line Suggestions:What NOT to Do
Avoid ‘Free’ (triggers spam filters)
‘Reminder’ is a turn off
Don’t repeat the same subject line
Avoid FULL CAPS and exclamation marks!!!
Don’t use superlatives (‘perfect’, even ‘good’, are major turn offs!)
Sources: eConsultancy.com | Mailchimp.com
Common Mistakes to Avoid
Spelling mistakes (if in doubt, use grammarly.com)
Not using images
Relying only on images!
Not hyperlinking images
Lots of different CTAs
Too long
Analyzing What WorksAnd doing more of the same!
Email Marketing:
Open Rates | Click-Through Rates
Industry Open Rate Click-Through Rate
Business and Finance 21.47% 2.83%
Consulting 19.56% 2.49%
Creative Services/Agency 22.88% 2.87%
Marketing and Advertising
18.51% 2.15%
Media and Publishing 22.48% 4.65%
Professional Services 21.03% 2.75%
Source: MailChimp.com
Email Marketing:
Benchmark Yourself
April May June
Open Rate 33.81% 25.69% 32.53%
Click-Through Rate 6.75% 1.17% 1.60%
Unsubscribes 0.56% 0.26% 0.31%
Google Analytics:
Audience
Google Analytics:
Audience
Google Analytics:
Behavior
Google Analytics:
Acquisition
Google Analytics:
Acquisition - Referrals
Any Questions?
facebook.com/customerfocus
twitter.com/_customerfocus
linkedin.com/company/customer-focus-software
blog.customerfocus.com