@AskJamieTurner http://60secondmarketer.com/blog Thu, 28 Aug 2014 22:39:31 +0000 en-US hourly 1 http://wordpress.org/?v=3.9.2 Hopefully, Your Competitors Don’t Know This Secret About Mobile http://60secondmarketer.com/blog/2014/08/28/mobile-advertising-budget/?utm_source=rss&utm_medium=rss&utm_campaign=mobile-advertising-budget http://60secondmarketer.com/blog/2014/08/28/mobile-advertising-budget/#comments Thu, 28 Aug 2014 22:36:34 +0000 http://60secondmarketer.com/blog/?p=11689 There’s an amazing fact about mobile advertising that many businesspeople either don’t know or refuse to acknowledge. It’s something that’s been reported in some trade publications, but for reasons not widely understood, many brands are ignoring the data and sticking with their traditional marketing campaigns instead. The data is something Chuck Moxley and I will...

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There’s an amazing fact about mobile advertising that many businesspeople either don’t know or refuse to acknowledge. It’s something that’s been reported in some trade publications, but for reasons not widely understood, many brands are ignoring the data and sticking with their traditional marketing campaigns instead.

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The data is something Chuck Moxley and I will be discussing in-depth in an advanced-level mobile advertising webinar we’re conducting on Thursday, September 18th at 2:00 pm Eastern Time.

We’ll be going into some really sophisticated topics around cutting-edge techniques in mobile advertising. If you’re past the fundamentals and ready to dive into some of the more complex and challenging mobile concepts, be sure to register for the event by clicking here.

(Side note: Even if you’re still just dipping your toe into mobile, you should join the webinar — if you do, you’ll come away with some of the most transformative information you’ll ever see in mobile.)

One of the many topics we’ll discuss is this fact.

If the amount of time people are spending on their mobile devices was aligned with ad budgets, marketers would spend 500% more on mobile ads this year than is anticipated.

For perspective on this, check out the chart below.

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If all of this information gets your wheels spinning — and it should — then you should know that this is just the tip of the iceberg. Yes, increasing spending is important, but if you really want to get sophisticated, you should find out some of the advanced mobile targeting and measurement techniques we’ll be discussing in the webinar.

Sound like a plan?

Here are some action steps for you.

  • Consider the impact a 500% increase in mobile advertising spending would have on your business.
  • Assuming your competitors are either just getting into mobile, or are increasing their spend by, say, 100% next year, you can have a huge competitive advantage over them by dominating the mobile space before they catch on to the information outlined in the chart above.
  • If you’d like to hear more about mobile targeting, mobile measurement and mobile ROI, then sign up for our free webinar where we’ll be discussing advanced mobile advertising techniques. It’s scheduled for Thursday, September 18th at 2:00 pm ET.

See you there!

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Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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The 5 Most Important Metrics in an SMS Campaign http://60secondmarketer.com/blog/2014/08/26/sms-marketing-roi/?utm_source=rss&utm_medium=rss&utm_campaign=sms-marketing-roi http://60secondmarketer.com/blog/2014/08/26/sms-marketing-roi/#comments Tue, 26 Aug 2014 20:31:25 +0000 http://60secondmarketer.com/blog/?p=11678 When it comes to marketing, you can hardly get more direct than SMS. Once your business manages to gather SMS subscribers, you have instant access to an unprecedented form of communication that allows you to send anything straight to a personal device (within reasonable limits). However, if you don’t have a proper handle on how...

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When it comes to marketing, you can hardly get more direct than SMS. Once your business manages to gather SMS subscribers, you have instant access to an unprecedented form of communication that allows you to send anything straight to a personal device (within reasonable limits).

However, if you don’t have a proper handle on how to measure the success of your campaign, you can’t improve on your technique.

ROI is generally quite high with SMS marketing, as sending texts is inexpensive, direct, and the chances of it being read are extremely high (sometimes as much as 95%).

SMS data

Almost everyone is now mobile, and they read texts with much greater speed than print media, or even email. Therefore the initial contact is far easier to achieve, and your chances of success are greatly increased with well thought-out content and a user-friendly interface for any of your links.

ROI in SMS Marketing

When it comes to SMS marketing, ROI can be easily calculated by paying attention to the data. The first step is to establish your goals for the program. The next step is to formalize the metrics you’ll be tracking during the campaign.

With that in mind, here are the 5 most important metrics you’ll need to measure on your next SMS campaign:

Open Rates – This allows you to see how many texts were opened. For SMS, this is generally a high number.

Response Rates – If the message required a response, it’s easy to gauge effectiveness since the customers will send texts back to the source. If these types of messages yield a poor response, it’s likely something to do with the ease of the call to action. Keep things simple (usually a simple request for them to text back a word or code).

Offers Used – Again, it’s easy to see when a customer has taken advantage of an offer or coupon, especially when the offer was distributed exclusively through text to select subscribers.

Call Tracking – It’s an uncommon option, but you can invite a subscriber to call a number to find out more information. Obviously receiving a call from a customer is an excellent way to track the impact of a marketing strategy.

Click Tracking – Websites are an easy target for ROI, as they can be heavily regulated and controlled. You can therefore easily find out how many people have accessed your website’s mobile version, as well as those who’ve gone straight to the page or offer denoted in the text.

Owning all of this data allows you to see exactly where the faults lie in your marketing strategy; of course, this is also the key to improving. If any offers failed to produce results, either cut them entirely or assess how they can be made more accessible.

Using the specific data you can properly gauge which parts of your website were popular or avoided, as well as seeing exactly how active your subscribers are in terms of response. If there isn’t much activity, consider offering something with more of an incentive.

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The Bottom Line: Information is key to the entire process, as is properly interpreting the data. No business can afford to waste time, effort and money on a scheme that produces poor results. Knowledge of how to properly run an SMS campaign should be absolutely paramount from the very beginning of any marketing strategy.

This post was written by David Kovacs who is a young entrepreneur and a marketing enthusiast from Hungary working for Silverstreet and loves to share his thoughts and articles on various channels in topics related to technology, marketing and business.

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How to Advertise on Snapchat http://60secondmarketer.com/blog/2014/08/24/how-to-advertise-on-snapchat/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-advertise-on-snapchat http://60secondmarketer.com/blog/2014/08/24/how-to-advertise-on-snapchat/#comments Mon, 25 Aug 2014 01:47:19 +0000 http://60secondmarketer.com/blog/?p=11665 Are you interested in learning how to advertise on Snapchat? Not long go, we uploaded a post to the 60 Second Marketer blog called The Definitive Guide to Marketing with Snapchat. It proved to be a popular post and provided some early tips on how to leverage Snapchat for marketing. A lot has happened since...

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Are you interested in learning how to advertise on Snapchat?

Not long go, we uploaded a post to the 60 Second Marketer blog called The Definitive Guide to Marketing with Snapchat. It proved to be a popular post and provided some early tips on how to leverage Snapchat for marketing.

A lot has happened since that post went live several months ago. For starters, according to this article in Mashable, research indicates that Snapchat is more popular among college-age students than Facebook is. According to the study, 70% of college students surveyed used Snapchat at least once a day. Unfortunately (for Facebook anyway) only 11% reported using their platform with the same frequency.

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What’s driving the migration to Snapchat? The research indicated that students enjoy the greater sense of privacy they get on the Snapchat platform. Check out this chart showing that 35% of the students surveyed feel they have the most privacy on Snapchat, while 45% of those surveyed feel they have the least privacy on Facebook.

Survey results

Those survey results are interesting, to be sure. But what’s the big news coming out of Snapchat’s Venice, California headquarters?

The Big News Has Nothing to Do with the Fact That Young People Are Abandoning Facebook for Snapchat

The big news for Snapchat is the fact that this November they’re launching something called Snapchat Discovery, which would show content and ads to Snapchat users.

According to the Wall Street Journal, at least a dozen media companies, including newspapers, magazines and television networks, have discussed providing content for Snapchat Discovery.

The Journal goes on to say that the product would let users read daily editions of publications as well as watch video clips of TV shows or movies by holding down a finger on the screen.

Several brands, including Taco Bell and food-delivery service GrubHub use the service to offer promotions and to hold contests with loyal customers. But by introducing Snapchat Discovery, the platform is clearly moving aggressively to monetize their massive following.

As discussed in my book How to Make Money with Social Media, all roads in social media should lead to ROI. It’s clear Snapchat (or its investors) agree with that point-of-view. (What’s not to agree with?)

Want to learn more about Snapchat? We’ve collected some key facts below.

Snapchat in a Nutshell

For those of you who are visual/tactile learners, we’ve tracked down this video which will give you a much clearer sense of how Snapchat is being used to create a following. (Side note: Remember, a big following doesn’t necessarily mean big revenue, it simply means you have a big following. Revenue is an entirely different can of worms we can discuss … well, after Snapchat Discovery debuts in November.)

As for those of you who are interested in advertising on Snapchat, for the time being, you’ll have to follow the Taco Bell model, which used the platform as a promotional tool to launch its new taco last April. That essentially means you have to 1) develop content for the Snapchat platform, then 2) spend money promoting the fact that you’ve developed a promotion on Snapchat.

That may seem like going a long way around Hogan’s barn to get to your final destination, but if you have the money and staff, it can be a real differentiator for your brand.

For the rest of us, we’ll have to wait until Snapchat Discovery launched in November. Or, you can use some of the techniques outlined in the video below.

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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Should You Connect Your Social Media Accounts for Automatic Posting? http://60secondmarketer.com/blog/2014/08/21/connect-social-media-accounts-automatic-posting/?utm_source=rss&utm_medium=rss&utm_campaign=connect-social-media-accounts-automatic-posting http://60secondmarketer.com/blog/2014/08/21/connect-social-media-accounts-automatic-posting/#comments Fri, 22 Aug 2014 00:00:25 +0000 http://60secondmarketer.com/blog/?p=11656 If you’re like most people, you’ve discovered that social media can be a huge time sucker. Between Facebook, Twitter, Instagram, LinkedIn, Pinterest, Tumblr, and countless other niche or secondary platforms, it can be so time consuming to distribute quality content across every channel. Platforms try to make it easier for you. Twitter has a Facebook...

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If you’re like most people, you’ve discovered that social media can be a huge time sucker. Between Facebook, Twitter, Instagram, LinkedIn, Pinterest, Tumblr, and countless other niche or secondary platforms, it can be so time consuming to distribute quality content across every channel.

Platforms try to make it easier for you. Twitter has a Facebook plugin, Facebook has a Twitter plugin, Pinterest can share to multiple channels, etc. But are these really the most effective way to publish your content in an efficient way?

When you’re trying to streamline your marketing program due to hours, personnel, or other constraints (or maybe just because you’re an efficiency junkie), it’s easy to try to cut corners to make things work, including using these built-in connections. But you want to make sure that, over everything else, the quality of your social media content remains intact.

StopwatchLeft

Check out these tips for what built-in connections are okay to use and when, and then read about what you can do to streamline the rest:

Let your content dictate where it is shared.

The truth is that not all photos will be perfect for both Pinterest and Instagram. In the same vein, posts for Facebook will likely need to be edited down for Twitter to fit the character allotment. Not all content is made for every platform.

The problem is that these automatic connections don’t analyze whether or not it’s right for the content. It simply posts everything you do, with no reformatting or context. It’s not always the right decision for every type of content, so tread lightly.

FastComputer

Some platforms work better for connections than others.

Take Facebook and Instagram for example. Now that they are under the same umbrella, the process of posting a photo to both Instagram and Facebook is easier than ever. Instagram will also let your photos go to Tumblr and Twitter.

In fact, the good thing about Instagram is that it lets you choose to which platforms each picture is published, so you can decide based on the nature of the picture. For example, is it an Instagram-exclusive promotion? Then it should probably stay just on Instagram. But if it’s a cool shot of a customer using your product, then share that puppy all around.

Keep tagging in mind.

Remember that, if you need to tag a person or brand in a post, that won’t translate across platforms. Even on Instagram and Twitter where the method of tagging (using “@”) is the same, it doesn’t always work. If you need to tag the same pieces of content on multiple platforms, it’s probably best to keep it separate.

Tips

60 Second Marketer Recommendations

So, in the end, it’s probably best if you don’t connect your social media account to automatically post to one another. It’s not likely to maintain the quality of your content, and there are so many logistical steps that you might as well post it separately anyway.

So what can you do to streamline your social media marketing? Here are three tips from the 60 Second Team:

  • Use a social media management software like Oktopost. It will allow you to schedule your posts in advance across multiple platforms. It won’t work for Instagram, Pinterest, Tumblr, or other visual platforms, but it will save you some time. There are separate tools for those other platforms, like Iconosquare for Instagram.
  • Consult this infographic about how to manage your social media marketing in just a few minutes a day. It will streamline the process for you, freeing up your time for other tasks.
  • Instead of doing all of the posting yourself to make sure it’s done right, invest a couple of weeks coming up with some social media policies, and then get an employee or intern to cover the tactical side. You’re covered on quality because of your policies (which should outline in great detail the kind of content you want shared), and your time is freed up as well.

Do you have other suggestions for ways you keep your time on your brand’s social media to a minimum? We’d love to hear them in the comments!

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5 Essential Things You Need to Know About Mobile (Don’t Miss #3) http://60secondmarketer.com/blog/2014/08/20/mobile-marketing-tips/?utm_source=rss&utm_medium=rss&utm_campaign=mobile-marketing-tips http://60secondmarketer.com/blog/2014/08/20/mobile-marketing-tips/#comments Wed, 20 Aug 2014 22:42:57 +0000 http://60secondmarketer.com/blog/?p=11643 Not long ago, 60 Second Communications ran a mobile display campaign for an international hotel chain that used behavioral as well as geo-locational targeting to capture likely prospects inside their hotels. The technique we used took two mobile targeting techniques — behavioral as well as geo-locational  — and incorporated them into one seamless campaign. The...

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Not long ago, 60 Second Communications ran a mobile display campaign for an international hotel chain that used behavioral as well as geo-locational targeting to capture likely prospects inside their hotels. The technique we used took two mobile targeting techniques — behavioral as well as geo-locational  — and incorporated them into one seamless campaign.

The graphic below sheds some light on what we did.

mobile advertising technique

That leads us to the first of five essential things you need to know about mobile marketing.

1. The Targeting Capabilities in Mobile Advertising Are Game-Changing

Imagine if we were to run an ad in Time magazine and we wanted to target only men, who were 35 to 54, who were interested in sports, and who only lived in Austin, Boston and Atlanta. Would you be able to do that?

Not really.

But with mobile, it’s a piece of cake. Check out the graphic here that highlights all the mobile targeting options.

Mobile targeting

2. The Engagement With Mobile Display Ads are Typically 10 Times Greater Than Desktop Display

Right now, the click-through rate on mobile display ads hovers around 0.4% to 0.8%. That’s 5 to 10 times better than the click-through rate on desktop display, which hovers around 0.05% to 0.09%.

In fact, if you check out the graphic below,  you can see some data around a test Campbell’s Soup ran with Apple’s iAd platform a few years ago. Pretty interesting stuff.

Mobile click-through rates

3. Links on Mobile Pages That Don’t Have 15 Pixels of Padding Can Inhibit Conversions by 29%

According to research conducted by Worldata, mobile pages with click-through options that don’t have 15 pixels of padding have 29% lower overall conversion rates.

The reason? The fat finger syndrome. In other words, if you don’t have 15 pixels of padding, people click on links by accident, reducing your conversion rate on those pages by up to 1/3rd.

Image of Mobile website

4. Landing Pages with a Mobile Optimized Version Receive a 32% Higher Conversion Rate

Additional research conducted by Worldata indicates that landing pages that aren’t mobile optimized — in other words, landing pages that show your regular website rather than your mobile optimized website — convert at a much lower rate than mobile optimized landing pages.

For perspective on this, imagine how much you would be willing to spend in marketing to generate a 32% higher conversion rate — I’d say a ton of money. But the simple technique mentioned here is free!

5. Your Click-Through Rate will Drop by 34% if You Have More Than 75 Words of Text in a Single Paragraph.

The research from Worldata went on to say that when a prospect is confronted with over 75 words in a single paragraph, they drop off, leading to a 34% lower overall click-through rate. With customers (as opposed to prospects), the data wasn’t as bad — it took a block of 100 words for 23% of them to drop off.

Whether you’re targeting prospects, customers or both, be sure to keep your blocks of copy to a manageable size. Mobile readers are easily distracted and don’t like to be confronted by a wall of copy.

The Bottom Line

We’ve covered some good stuff here. If you’re diving in to mobile marketing — and you should be — give this blog post some thought. There’s plenty of terrific information in it on how to improve your mobile marketing campaigns. And keep us posted on the results of your own mobile marketing campaigns!

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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Inspire Your Audience to Take Immediate Action with Text Message Marketing http://60secondmarketer.com/blog/2014/08/19/text-marketing-best-practices-infographic/?utm_source=rss&utm_medium=rss&utm_campaign=text-marketing-best-practices-infographic http://60secondmarketer.com/blog/2014/08/19/text-marketing-best-practices-infographic/#comments Tue, 19 Aug 2014 15:43:28 +0000 http://60secondmarketer.com/blog/?p=11639 You may not know that text message marketing is one of the most effective methods of marketing out there. The reason for this is that it involves taking people with an expressed interest in your brand and delivering a value proposition to their most prized possession that they can act on immediately. This infographic from...

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You may not know that text message marketing is one of the most effective methods of marketing out there. The reason for this is that it involves taking people with an expressed interest in your brand and delivering a value proposition to their most prized possession that they can act on immediately.

This infographic from Slick Text highlights some of the best practices of text message marketing, including:

  • Be clear about your program;
  • Get permission;
  • Pay attention to frequency;
  • Include disclaimers;
  • Provide an exit;
  • Text during normal hours;
  • Use common language; and
  • Provide value.

See the full infographic below:

Text-Message-Marketing-Best-Practices-Infographic

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Why and How Re-Marketing Can Transform Your Conversion Rate http://60secondmarketer.com/blog/2014/08/18/re-marketing-conversion-rate/?utm_source=rss&utm_medium=rss&utm_campaign=re-marketing-conversion-rate http://60secondmarketer.com/blog/2014/08/18/re-marketing-conversion-rate/#comments Tue, 19 Aug 2014 02:02:47 +0000 http://60secondmarketer.com/blog/?p=11628 A recent study found that millennials have such disturbingly low attention spans that they are even more forgetful than senior citizens. For a population that has grown up multitasking using technology, this comes as no surprise. Digital marketers should take note from the short attention spans of the “ADD Generations” and implement a strategy that...

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Re-marketing

A recent study found that millennials have such disturbingly low attention spans that they are even more forgetful than senior citizens. For a population that has grown up multitasking using technology, this comes as no surprise. Digital marketers should take note from the short attention spans of the “ADD Generations” and implement a strategy that yields more results.

According to HubSpot, 55% of visitors spend fewer than 15 seconds on your website. For people in a competitive industry like personal injury, it is hard to fathom paying $40.00 per click to drive traffic to your website, where users only spend 15 seconds absorbing information!

Of course, you can’t blame Susie the Internet Browser if she visits your website but then takes a phone call from a friend and completely forgets about your site content. What you can do is keep your brand top of mind by using re-marketing to serve display ads to people like Susie who visit your website previously.

Remarketing defined

Here are 3 top reasons to implement a re-marketing campaign for your business.

1. Re-marketing allows you to target prospects who have already expressed an interest in your product or service.

One of the reasons online dating is popular is that you know by the fact that someone has interacted with you that he or she is interested. In the same way, if someone visited your website, they are most likely interested in the services you have to offer or the product you are selling.

A certain percentage of your visitors will drop off your website, even if they’re interested in your products or services. But in serving a display ad to someone who has visited your website but has yet to convert, you will see a higher click-through rate on your advertisements and conversions will start to trickle in.

There is no better group of people to target than users who have spent time already looking at your content!

How re-marketing works

2. Re-marketing can decrease the overall cost per acquisition.

It is utterly amazing that certain industries have to pay $40 per click (and sometimes higher) to drive traffic to their website. Well, the beauty with display re-marketing is that you can target those same people that you spent a boatload of money on with re-marketing ads. The cost per click on the display re-marketing ads can be as low as $0.20-$0.30 per click, which helps justify spending all of that money on PPC.

3. Re-marketing will improve brand awareness within your target segment.

When clients, vendors and prospects see your advertisements on ESPN.COM and CNN, they will think you are a big shot when it comes to your marketing efforts. Little do they know that through various ad networks you can have your display ads served at a low price point. The amount of impressions and clicks that you will receive will be one of the greatest forms of brand awareness for your company.

In the end, it’s all about context. The user is going to be far more familiar with your brand (and therefore likely to convert) if he or she has already been to your site or seen your ad.

With all that in mind, here are 3 action steps you can take today to implement re-marketing:

Action Steps for Implementing a Re-Marketing Strategy:

  • If you’re a do-it-yourselfer, consider using Google’s Display Ad Network for your re-marketing efforts. Be careful, though. If you’re not tracking your campaigns carefully, Google will run your ads on a lot of less-than-impressive websites. (Ready to hire an agency to plan, manage and optimized your campaign? Check out 60 Second Communications, the agency behind the 60 Second Marketer.)
  • Track the click-through-rates on your ads and the conversion rates on your landing pages. Be sure to run A/B split tests so you can compare which ads and which landing pages are your best performers.
  • Continue to optimize your campaigns by making small adjustments to them. Each minor improvement can mean money in your pocket.

By implementing these action steps, you’ll be well on your way to securing more and more customers who otherwise wouldn’t have made it past  the first visit.

About the Author: Christian Denmon, Attorney at Denmon & Denmon, contributed content to this article. Christian is passionate about the legal profession and handles numerous auto accident and divorce cases for his firm. 

 

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How to Create a SlideShare Deck that Goes Viral http://60secondmarketer.com/blog/2014/08/16/create-slideshare-deck-goes-viral-2/?utm_source=rss&utm_medium=rss&utm_campaign=create-slideshare-deck-goes-viral-2 http://60secondmarketer.com/blog/2014/08/16/create-slideshare-deck-goes-viral-2/#comments Sat, 16 Aug 2014 21:56:51 +0000 http://60secondmarketer.com/blog/?p=11610 A few years ago, we had one of our staff collect facts and figures about mobile marketing in preparation for the publication of Go Mobile, the book I co-authored with Jeanne Hopkins, who was Vice President of Marketing at HubSpot at the time. My intent was to have a collection of facts that Jeanne and...

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SlideShare tips

A few years ago, we had one of our staff collect facts and figures about mobile marketing in preparation for the publication of Go Mobile, the book I co-authored with Jeanne Hopkins, who was Vice President of Marketing at HubSpot at the time.

My intent was to have a collection of facts that Jeanne and I could have at our fingertips when we were interviewed for podcasts, blogs, radio programs and CNN, which was calling me on a regular basis at the time.

A few weeks after collecting the facts and figures, we realized we could use them in a SlideShare deck that could be uploaded to promote the book.  So, we set about designing the deck so that it stood out and grabbed people’s attention.

Here’s an example of one of the SlideShare slides:

Example of SlideShare slide

It didn’t take long before we realized that we had something on our hands. Within a few days, we had over 10,000 views. A few days after that, we had over 20,000 views. And a few days after that, we were up past 50,000 views.

But that was just the beginning. Within a few weeks, the deck had been shared over 100,000 times, promoting both the book and HubSpot to an increasingly large audience.

After about a month, we figured we had reached our peak and were very happy with the results. But the results kept pouring in. So much so that after about 6 months we had over 100,000 views. (Ultimately, the deck had over 180,000 views.)

Viral Downloads

You’d think that I would have been happy with 182,000 views and would leave well-enough alone. But then, about 9 months ago, I decided to upload the deck again on my own SlideShare page. It was one of those simple, little random thoughts I had one day — “I wonder what would happen if I uploaded that same deck to SlideShare again?”

Much to my surprise, when I uploaded the deck to my own SlideShare page, I saw the same kind of results. After a few days, I was up to 10,000 views. A few days after that, I was up to 20,000 views. And a few days after that, I was past 50,000 views.

I know, I know. It’s crazy, but by the end, I had 99,072 views from the same deck on a different SlideShare page. The total number of views was 281,447.

For comparison purposes, if I were to send a direct mail postcard out to 281,447 people with information about Go Mobile, it might cost between $40,000 to $60,000 to do so (when you include printing, creative, postage and the list).

In other words, by leveraging the power of SlideShare, I (arguably) saved myself $40,000 to $60,000 in promotion costs. Pretty amazing, eh?

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All this got me to thinking — what are the elements of a successful SlideShare deck? In other words, what were the things that made our SlideShare deck go viral — twice. Here’s what my analysis told me.

The 5 Qualities of a Successful SlideShare Deck.

  1. They’re Topical: Our deck caught the mobile craze right at the beginning and then again after mobile had lifted off but was still going haywire.
  2. They’re Definitive: I see plenty of decks that have titles like “5 Tips for SEO” and “7 Ways to Improve Email Marketing Results” but they only get a few hundred views. If you’re going to spend the time doing this, go big — come up with 50 ways to do something, not 5 or 7.
  3. They’re Useful: There are two things people are looking for in a SlideShare deck — information and action steps. Our deck was big on information. Other successful decks provide step-by-step action steps on how to do something. Make sure yours fall into one of the two categories.
  4. They’re Promotable: When you’ve created a topical, definitive, useful deck, you can execute the fourth quality of a successful SlideShare deck — it’s promotable. And by that, I mean that you can feel safe and comfortable blogging about it (like I’m doing here), sending it to clients via email (which I’ve done for 60 Second Communications, my agency), and promoting it on Twitter, LinkedIn, Facebook, Google+ and Pinterest.
  5. They’re Visual: Graphics are growing more and more important when it comes to marketing. After all, nobody has time to read anymore, they simply scan, just like you probably did with this post. If you spend some time designing your SlideShare deck to be graphically enticing, you’ll increase the odds of it going viral.

Those are my thoughts on how to make a SlideShare deck go viral. I’d be interested in your thoughts, too. What are your tips and techniques? Let us know in the comments section below.

Oh, and in case you’re curious, here’s the SlideShare deck referenced in this post.

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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Top SEO Tips to Get More Attention for Your Content http://60secondmarketer.com/blog/2014/08/14/top-seo-tips-for-your-content/?utm_source=rss&utm_medium=rss&utm_campaign=top-seo-tips-for-your-content http://60secondmarketer.com/blog/2014/08/14/top-seo-tips-for-your-content/#comments Thu, 14 Aug 2014 20:35:03 +0000 http://60secondmarketer.com/blog/?p=11598 Do you wish the number of page views your site gets was higher? Most people do. There are a lot of factors that contribute to a website’s following: social media popularity, inbound links, influencer connections, etc. But one of the biggest ways websites gain traction is through search engine optimization, or SEO. The truth is...

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Do you wish the number of page views your site gets was higher? Most people do. There are a lot of factors that contribute to a website’s following: social media popularity, inbound links, influencer connections, etc. But one of the biggest ways websites gain traction is through search engine optimization, or SEO.

The truth is that SEO is constantly changing, and there are a lot of factors involved. But these tips have stood the test of time (what limited time it may be) and will make your content far more visible to search engines and live users alike. Here are 8 SEO tips that will work every time:

1. Make sure your information is easy and clear to index.

Ugly things like broken links, Page Not Found messages, title tags and meta tags hurt your website’s search-ability. Clear these things out so that the spiders that crawl the Web and index sites (and determine their page rank) can more easily interpret your content.

2. Use a Content Managing System (CMS) to your advantage.

Try to focus on creating unique features instead of going for minor fixes. Content Managing Systems provide procedures to help systematize information, often used to run websites containing blogs, news or business marketing. The New York Times uses a CMS called Scoop. Another popular CMS is WordPress, which is both accessible to the public and easy to use.

3. Be ready to go before you publish.

Task list with curled page

You should have a checklist ready before you go live. The Huffington Post, for example, doesn’t allow bloggers to publish a post until the post has covered all the online bases: a searchable headline, tags, images, links, a tweet, and pre-composed Facebook post. That way your posts remain unchanged once published, making them more search-engine-friendly.

4. Archive well.

One of the greatest walls the New York Times hit in their Innovation Report was not having a clear, easy way to sort through their 15 million archived articles published since 1851. None of the content was tagged or organized, and it therefore became impossible for them to optimize any of the archive data.  So keep tabs on articles as they are published, so that you can carefully and precisely categorize content with tags that will be easy to search for in the future.

5. Recirculate, regenerate, re-use…re-click.

You want your audience to leave wanting more. Really, you want your audience to be wanting more while reading. Make your content relatable to other relevant content on your website, so your readers stay on your website longer. The Guardian seems to have mastered this – almost all of their links within an article are to other/older Guardian articles.

6. Be conscious of the time you publish.

You want your audience to be online when you’re publishing. The most popular time for an audience (especially a news audience), is an early-morning website perusal with breakfast and coffee. Don’t be publishing your content in the wee hours of the morning or during dinnertime. Catch your audience when they’re looking. For news organizations specifically, Sundays are the most popular days for print readership, with mornings and early afternoons being the most popular time for online readership.

ThoughtBubbles

7. Comment bubbles…not so comment-able.

According to the New York Times report, a mere 1% of their readers write comments. 3% of readers (claim to) read them. Enough said.

8. Be flexible, fast and relevant.

Plan for next week’s content before you’ve published this week’s. Get ahead of the game and know your audience. This may not directly improve your SEO, but it will spare your sanity, giving you more mental capacity to devote to your SEO.

By implementing these basic SEO tips, you’ll make your site more discoverable by search engines and the robots they use to index the Web. And if search engines rank your site well, more and more of your target audience will be able to find it. Try these tips today to bring in more viewers for your website.

This is a guest post written for the 60 Second Marketer by tech enthusiast, writer, gamer, and master of Plants vs Zombies, Owen AndrewHe is also a contributor for Shopify.com.

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Only 52% Test Landing Pages. How to Avoid Being on the Wrong Side of that Equation. http://60secondmarketer.com/blog/2014/08/12/landing-page-conversion-rates/?utm_source=rss&utm_medium=rss&utm_campaign=landing-page-conversion-rates http://60secondmarketer.com/blog/2014/08/12/landing-page-conversion-rates/#comments Wed, 13 Aug 2014 01:48:35 +0000 http://60secondmarketer.com/blog/?p=11591 Landing pages are, arguably, one of the most important parts of your marketing campaign. The design and content can make or break your conversions, either easing users through the funnel or distracting them from the ultimate goal. In fact, according to eConsultancy, for every $92 spent on acquiring a new prospect, only $1 is spent...

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landing page optimization

Landing pages are, arguably, one of the most important parts of your marketing campaign. The design and content can make or break your conversions, either easing users through the funnel or distracting them from the ultimate goal.

In fact, according to eConsultancy, for every $92 spent on acquiring a new prospect, only $1 is spent on converting them to a customer. Given that, it’s safe to say that marketers have plenty of room to put more effort into the landing page side of the equation.

Interested in learning more about how to improve your landing pages? The infographic below from Pardot walks us through what makes an effective landing page. Take note, and see if you can’t apply some of these insights to your own site.

See the full infographic here:

How-To-Make-A-Great-Landing-Page

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Download Now

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