The Point

Archive for the ‘Conversion optimization’ Category

Dec

32 Ways a Digital Marketing Consultant Can Help Grow Your Business

A lot of clients—marketing professionals and business owners—get in touch and ask me to help plan, write, and create websites, eBooks, and blog posts. That’s far from a complete list, but three common requests.

On the other hand, a lot of clients reach out to me without a specific task list in mind. They know they want to grow their business. They know they want to produce traffic, leads and sales. And they think they need the help of digital marketing consultant.

They’re right, but their question is often oh-so-broad: “How can you help me?”

Shwew. My answer could be any number of things and at that point, not having the benefit of knowing where their digital marketing currently stands, I’m seldom able to quickly deliver a perfect answer.

I certainly don’t want to blurt out a specific digital marketing tactic… “YouTube is the answer” or “An email campaign will make rain for you.” That’d be reckless.

A digital marketing consultant should recommend tactics based on needs identified from a carefully considered audit. I’m a strategist. I’m a copywriter. But I’ve been doing digital marketing since it existed, so there are a substantial number of ways I can help you grow your business through digital marketing.

Here they are.

The list won’t magically nail an effective strategy, but my hope is it’ll provide some answers to the “How can you help me?” question and give us lots to talk about.

 

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Dec

A Lead Magnet Promotion Checklist to Build Your Email List Faster [Free Checklist]

lead magnet promotion checklist

Much has been written about creating lead magnets. This is not the case for promoting lead magnets.

In my post, What is a Lead Magnet?, I offer a definition of the phrase, explain the purpose, offer advice for creating them and detail ten types that have proven effective for helping digital marketers build their email list. Check out the lead magnet article here if you haven’t already.

And now, stick around for the much needed sequel about lead magnet promotion. I’m going to give you 30 ways to build your email list faster.

When is a lead magnet not magnetic?

I’ve spent a lot of time the past few years consulting clients on how to use lead magnets.

Sometimes clients engage me to promote them, but usually not. Usually, we move on to the next one. That’s a problem.

Your lead magnet, much like any content you create and offer, isn’t effective until the audience of prospective buyers you covet discovers it. Limited exposure equals limited magnetism.

I take great pleasure in delivering juicy lead magnets, eBooks especially, to clients. But sometimes a painful revelation follows. I’m told the results have been disappointing. The lead magnet isn’t converting as hoped.

Is the lead magnet, itself, to blame? I think not. Is the issue the landing page, pop-up or form where it’s offered? It’s possible, but unlikely. The problem is the promotion—or lack of it.

A vital part of your lead magnet strategy must be to increase its exposure. You need to put it in the path of potential buyers and make it clear you’re offering a solution to a problem they face.

In my lead magnet trainings, I offer a long list of ways to promote lead magnets. So here you go: a promotion checklist to ensure your lead magnet does indeed help you build your email list fast.

 

Promote lead magnets on your website

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May

What is a Lead Magnet? (And 10 Ways to Quickly Magnify the Size of Your Email List)

 

What is a lead magnet

 

A lead magnet is a free offer you make in exchange for an email address (and possibly additional information).

Lead magnets are also called:

  • Signup incentives
  • Signup offers
  • Freemiums
  • Content upgrades
  • And many other terms

One well-respected digital marketer calls them “an irresistible bribe.” Sounds seedy to me. Lead magnets are above-board and have always been a powerful tool in the marketer’s arsenal. They’re especially golden in digital age because we can satisfy the reader’s request in an instant.

What’s the purpose of a lead magnet?

The purpose of a lead magnet is to inspire the people who are consuming your content to get on your email list. You’ll aim to convert them to customers in the future with lead nurturing tactics, most notably, email.

Offering lead magnets is a vital part of the content marketing formula that builds a more loyal audience, and in turn, effectively builds your business.

Why ask for an email instead of credit card?

“Hello. Can I have some money? God bless you.”

Sounds more like panhandling than an effective approach to digital marketing, doesn’t it?

See, only 2% of first-time website visitors make purchases—and that applies to carefully crafted websites optimized for conversion.

What do the rest do? They leave. They were just browsing. Maybe, just maybe, they’re researching and considering your solution, or something similar.

So if the overwhelming majority of visitors to your website aren’t yet in buy mode, you’re likely to chase them away by pushing your product or service on them.

What do you do instead? You ask for an email address.

In doing so, you’re asking for permission to stay in touch. Your challenge, of course, is to build a relationship, to earn their trust. This takes time. And usually, repeated touches.

 

But you still have some selling to do

Though the people joining your list aren’t necessarily parting with their money, by merely handing over their email address they’re investing some level of trust in you. They expect you to reciprocate by delivering value.

First, you need to sell them an idea. (more…)

Apr

Conversion Course: Learn How to Write Profitable Websites

Copywriting for Conversion

Presenting the Copywriting for Conversion course

Lessons to Help You Reduce Bounce Rate and Create a More Profitable Website

You invest time and money to get people to your website. Your sales suffer when they leave (aka bounce) without clicking and sticking around.

Why do new visitors to your website bounce?

  • They get confused
  • They get distracted
  • They get apathetic
  • They get bored
  • They don’t find reasons to trust your brand

The bottom line: a visitor bounces when his or her comfort level is low.

I’m going to show you precisely what to do to get your visitors into a comfort zone and take action.

Ready to capture more leads and make more money?

There’s no mystery to what it takes.

You need stronger copy—more persuasive prose. You need to understand the copywriting tactics that inspire action.

The truth is, I’ve never found a concise, affordable and truly useful course crafted to help people like you increase conversion with better writing. So I created one.

INTRODUCING THE
Copywriting for Conversion course

I’ve crammed 20+ years of online marketing and copywriting experience into a 55-minute course: Copywriting for Conversion.

The course will teach you:

  • A more effective way to approach conversion
  • The key to every significant sale
  • The 7 reasons copy fails to convert—and how overcome each one
  • The exact words your headline must include
  • A 5-step plan for keeping readers emotionally engaged
  • An exercise for writing a compelling selling proposition that works every time
  • The essential conversion formula
  • The secret to connecting with the right audience
  • Explicit instructions for crafting a call-to-action that works
  • Writing tips based on the psychology of decision making

One client said:

“In Feldman fashion, this course cuts right into all you need to know about copywriting. Words make a difference. Barry will teach you small changes to create huge results for your business!”

~ Tony Howell
GetCreativeSocialMedia.com

Another wrote:

“Barry Feldman is a true genius when it comes to creative headlines and messaging the grabs attention”

~ Janine Popick
VerticalResponse founder, Dasheroo CMO

(Janine’s comment appeared in an article on Inc.com)

I’ve created a video and page to tell you all you need to know about the course, Copywriting for Conversion.

Discover the secrets to high conversion copywriting now

New course learn more>> Learn more about the Copywriting for Conversion course here. 

>> Buy now. Get the lifetime access to the course here at a low (and limited time) introductory rate. 

Apr

Is Your Homepage Doing Its Job? [Content Matters Podcast Episode 10]

Episode 10

Is your digital marketing in distress? It’s time to revisit your homepage design.

“Your homepage fills a lot of shoes,” says veteran website development professional Andy Crestodina. What are they?

In this episode of the Content Matters Podcast, Andy and Barry go through your home page left to right, top to bottom, and desktop to mobile offering smart practices for creating a homepage that accomplishes the objective.

Highlights from the episode include:

  • Understanding the role of the home page
  • Tricks and tactics to guide visitors deeper inside your website
  • A simple exercise to prompt you to put your best foot forward
  • Why the title tag is your single most important piece of SEO real estate (and how so many companies screw it up)
  • What goes in the navigation bar?
  • How mobile affects your home page design—why responsive design matters
  • A great list of ways to gain your visitors trust on the homepage
  • Tips for creating an effective call-to-action

(more…)

Apr

The Fast & Simple Way to Increase Your Conversion Rate [Infographic]


Want to increase conversion? Duh.

Want a tedious and complex lesson on CRO (conversion rate optimization) or would you prefer to know the most simple little conversion secret in the digiverse?

Sheeshe, Barry, you ask some silly questions (he writes in a strange third person voice shift).

Okay, my friend, let’s stroll down Uncomplicated Avenue today.

If you want to increase the conversion rate of your web pages, tell your reader what to do next. Loudly. Proudly. Clearly.

The not-so-secret magic trick: the call to action

I don’t think I’m going out on a limb by telling you the church that passes the bucket and asks you to put money in it collects more than the one that stashes a cash box somewhere in its lobby.

“The secret, masters-only technique to compelling your readers to act is to… Ask them,” writes Copyblogger’s Sonia Simone in How to Be a Copywriting Genius.

Sonia also says most copy doesn’t do it. And most copy gets weak results.

We’re talking about that crazy little sweetheart, the call to action, or CTA.

You need one on every page.

So if you want to increase your conversion rate, comb through your website, find the pages that lack strong CTAs, and fix ‘em.

Now.

Or after you take in the rest of this detailed look at how copywriting pros turn readers into leads and customers. (more…)

Feb

Content that Converts: A Simple 2-Part Formula

Content that converts

 

Including:
46 Expert Tips for Creating Addictive Content – INFOGRAPHIC

Content worth creating is content that converts. Simple, eh?

“Businesses can’t afford to waste time and resources on content that doesn’t achieve its marketing goals,” writes Sara McGuire, at Venngage, a company I’ve been collaborating with recently.

She continues… 

“In order for your content to stand out from all the background noise, it needs to be addictive. Addictive content pulls readers in over and over again and can generate plenty of backlinks, shares and organic traffic.”

Ooh. Suh-weet. 

But how do you create addictive content?

Venngage asked successful content marketing professionals, “What makes for good content?” and “What is your #1 SEO tactic?” They compiled answers from 46 experts into an ebook (offered here) and an infographic (below).

I was happy to be involved in the project and responded with:

“Good content is not enough. Your content needs to be great—great enough not just to garner traffic, but to win loyal subscribers. My formula’s a two-parter:

  1. Make content that solves a real problem you know potential customers grapple with.
  2. Make the experience of consuming that content fun.

We’re all misers with our time, so we tend to give it to content creators capable of educating and entertaining us.”

(more…)

Jan

125 Quick Tips to Sharpen Your Copywriting Skills

 

125 copywriting skills and tips

I’ve been sharpening my copywriting skills as a pro for nearly 30 years. How’s it done? Much like any art, or any craft, perpetual improvement calls for:

  • Studying how the best do what they do
  • Practicing
  • Developing your own style and work habits

I’m going to share with you many of the lessons I’ve learned about copywriting. I suspect you’ve heard a good deal of them before. I can’t claim these ideas are all mine. Most of the tips come from the best—accomplished copywriters who chose to share the secrets of their success.

I’m just making them mine. That’s what writers do.

coffee (1)You might grab a cup of coffee for this one.

 

 

Copywriting Bonus

> Click Here to Download Your Bonus eBook

 

(more…)

Jul

100 Ways Your Company Loses to Better Online Marketers

It's a jungle online

It’s a jungle out there.

Online marketing has become a wild animal. But you don’t have to be a gorilla to dominate. Nor do you have to go ape and do absolutely everything. However, you do indeed need to understand what’s working for the leaders of the pack.

I thought I’d survey the landscape and give you my take on how the most cunning companies are killing it with online marketing tactics. So here you are: 100 ways companies are thriving on the wild, wild web.

Learn the essentials of SEO in under an hour banner

(more…)

May

Conversion Copywriting: Strategies to Create a Customer Comfort Zone

conversion copywriting

How are you feeling?

If you’ve been here before and have come to know and trust me, you probably feel quite comfortable.

Is it your first time? Now that’s an entirely different bale of hay. It’s human nature, right? When you arrive somewhere—or interact with someone—for the first time, you may be curious, but you can’t help being anxious.

Your guard’s up. Your wallet’s tucked away. Any little bump and away you go.

As you’ve surmised, I’m talking about your experience on a web page—one that until now, you’ve never before landed on.

Discomfort’s the mother of all conversion killers

Any copywriter worth his (or her) weight (or rate) needs to understand this reality and quickly wordsmith newcomers down a path to their comfort zone.

Where a web page is the terrain, the copywriter’s the tour guide, instructor, concierge, maître d’, and of course, sales clerk. If the copy can’t seal the deal, it must offer something compelling to start some sort of relationship.

Conversion, we say. Conversion, we seek. (more…)