How to Improve Landing Page Conversions: A/B Testing

Whew, you've finished your landing page design and now it's launched. You're done!

Well not quite. Don't miss an opportunity increasing conversions for your business. Consider A/B testing for your landing pages.

First, what is A/B testing for landing pages? Some people may know or have this idea of what it is. Others might not. Think of A/B testing like you’re a scientist experimenting. Experimenting between two, three or more pages to see what landing page converts the best.

Why should you do A/B testing? Simple. There will be differences in your target audience’s behavior when they land on your landing page. What works for one industry may not work for another. Same between different companies of one industry. One reason to start testing is if you have a high bounce rate. Or when paid traffic (PPC) isn’t buying. A/B testing is finding the best solution for you.

Okay, so what do you A/B test? Experiment with your landing pages. Test headlines, call-to-action(s), images or completely different designs. While testing is limitless you still want to consider on how you manage your a/b testing experiments.

How to do A/B Testing

Now you’re convinced that A/B testing is the key to higher conversions, more sales and the bottom line. One of the first things to consider is what page or goal you should test first. You may have different service offerings or products to sell. If you want to go more in depth you can test with different audiences if you need to as well. A good way to also look at it is by testing your Key Performance Indicators (KPI). KPI’s are measurable values. They show how effective you are achieving key business objectives. For instance, if you are a SaaS company you may have sign up rates as a KPI.

A key thing to note for testing and results is that you should have a good bit of traffic coming in already. The more traffic, the more data will make sense.

You need to make a list of tests

A/B testing takes setting up a strategy. Once you find out what page, goal or KPI to test then your next progression is creating a list of tests. An easy way to do this is to create a spreadsheet. A few examples of what to test are:

Headlines - It’s usually the first thing a web visitor sees. A compelling headline can make a huge impact. Using numbers in headlines has been considered most valuable for conversions. For instance, "30 Ways to Make BBQ Ribs". Also, a headline that makes sense and is clear to the reader is always attractive.

Copy for your Call to Action (CTA) - Like headlines the action you want users to take is important. You’ll have different reactions when your call-to-action says “Download our free eBook today!” or “Our eBook is a must read now”. Being direct with a command will let your visitors know what you want them to do. The CTA with the exclamation point provokes enthusiasm which can make your visitors excited to take action.

Call to Action Placement & Styles - Place your call-to-action in different places. It will produce different results. Along with how it looks like. You may want one test using a button and the other as a text link. Or your button tested in different colors.

Images and Graphics - Don’t overlook the importance of what visual elements look like. Use images that signal an emotion. Even graphics have the same effect.

Landing Page Copy - A/B test short and long copy. Remember what may work for one audience might not work for another. For example, an audience looking for mortgage rates might not need to be bombarded with long copy. While an audience comparing software tools may want a lot of information.

Pricing - While you may not be able to change your prices. You can definitely test how you present it. Telling people about free shipping or a percentage off is different even if it’s the same costs to you.

Layout - Test changing layouts of sections or elements. Layout 1 sees the header, image banner with a CTA, testimonials, trust factors, sale copy and footer. In that order from top to bottom. Layout 2 sees the header, trust factors, image banner with a CTA, sale copy, testimonials and footer.

Remember you’re testing one thing at a time. If it’s the headline then let the tests be about the headline. Landing page layout tests can have completely different designs between the variations. Which is focused on seeing what design performs better.

Have tests in order of priority

Now you have your list of tests. It’s time to put your A/B testing items in priority. The key reason? Test things that will have the biggest impact first.

If you have a bunch of tests lined up it’s not going to do any good if you are confused on what to test first. By creating a process of what to test first and asking yourself why are these test placed in this order.

Going back to KPI’s is a good place to start when prioritizing. The pages that bring in sales should be the first. Go ahead and test your checkout or sales pages as a priority. Improvements on these pages can lead to the biggest revenue changes.

Another priority tactic is to focus on the bigger wins. Changing your message on your CTA message can create a higher conversion rate. The biggest wins don't have to be something drastic. In fact, it’s good to have a test that doesn’t have much effort to change but returns a high reward. Such as the CTA message for filling out your form.

Like the list of A/B tests, you need to have a process and framework on prioritization. One way to do this with each test is to figure out a few things such as:

Know the design process of your A/B test

You’ve completed your list and everything's organized. Take a similar approach to A/B testing like any web design and development process. How is all this going to get completed? Who’s creating or making modifications to test pages?

We highlight an important aspect when choosing your option below:

Freelancers/Contractors - Do they have experience in optimizing landing page conversion? Ask upfront if they can design & develop, or design. Learn about their schedule as well to know if they can work on your testing.

In-house team - Are you a company with an in-house team? Know if they already have experience with conversion rate optimization design & development. If not, then you may want to consider other outside sources to with your team or on the project itself.

Conversion Rate Optimization Agency - Hiring a team allows complete service and expertise. Test ideas, design variants, development, running and analyzing results are off your plate. Discuss your goals through consultation and recurring meetings.

Yourself - If you don’t have the liberty of any above your next options would be to use landing page tools. Ones that provide A/B testing features. A/B testing tools like Unbounce. If you already have a website. For instance, a WordPress website there are plugins that will help assist with A/B testing.

During the A/B testing make sure to run both tests simultaneously. Give the tests time to collect data. You can base the time on the amount of traffic you’re getting. At least 10,000 visitors is a good starting point to give you a sample size. If you get 10,000 visitors in a day, a week or month will also determine how fast you can conduct tests.

Alright Professor now it’s time to analyze your A/B testing results

Depending on what route you’ve taken with your design process. You’re either using an A/B testing tool that provides statistics or whom you’re working with will.

Focus on your goals and KPI’s. Paying attention to your primary test goal you’ll be able to see the results and determine what are the next steps. While you run these tests make sure that the results are significant enough to demand a change. Let’s say you’re performing a test on the value of CTA button colors. Test A button has a click rate of 5% while test B button is 20%. You’ll know what that will mean to you to make a uniformed decision.

The next step is to move onto your next test and process again!

Need a team to effectively A/B test your landing pages? Get in touch with us.

How to Improve Landing Page Conversions - 1:1 Attention Ratio

Let's talk about one area of focus to improve landing page conversions. We’ve gained a lot of experience designing and developing landing pages. From many tests, we see that results can vary from industry to industry, goal to goal. There are results that we see happen across the board as well. One thing is clear, page visitors need to stay focused on one aim, one goal. Here comes the attention ratio.

In landing page design the attention ratio is the number of links or actions compared to the number of goals you have with your campaigns. Thus you could have a 10:1 ratio. Which means 10 links or actions on the page with one conversion goal in mind. Some landing pages have 12:1 or 2:1. A 1:1 attention ratio is best. And every campaign has 1 goal in mind.

What should you do with your landing page when using 1:1 attention ratio

A 1:1 attention ratio means no to extra links, social sharing and even getting rid of a navigation menu. Having something higher than a 1:1 can overwhelm your visitors with too many choices to “exit” out. If you have a Google Ads campaign running and it was to sell a product what do you want your visitors to be doing? Become a lead & buy the product. If you were offering a download of special content then you want people to give up their email address. Therefore, having a form as the only action to take on the page is a 1:1 ratio. Trying to get free trial signups for your application? Making the signup form the only action to take will increase your conversion rate. In all of these situations, any more actions than the true purpose would lower your conversion rate.

Now you may be thinking do I need to have only 1 link on my landing page then? Not exactly. You can have a landing page with a lot of copy. It will be wise in this situation to place many CTA’s within your page as long as it’s to the same conversion goal.

Wait, you said get rid of your navigation menu. Yes, but having a navigation menu that has anchor links should be fine. Which means a link that goes to a certain part of your page. For instance, a “Testimonial” link takes users down to your testimonial section. Having links to a Privacy Policy is fine. Keep that at the bottom of the page.

When you practice a 1:1 attention ratio for your landing page not only are you increasing your conversion rates, but this will also help you with testing. It’s more straightforward to focus on how many clicks your CTA button(s) are getting.

Comparing Landing Page Designs that Use 1:1 to Those Who Don’t

MuleSoft’s goal on this page is to have visitors download a handbook. Do you see any other links?

Unbounce kept it true to having only 1 action to download their ebook.

At first, this application looks to have 1 action to download the app. Then immediately you see another button to buy gift cards.

If Blue Apron’s goal is for people to sign up for an account they’ve done that well below.

Hearsay was using PPC to drive traffic to this page. They want you to request a demo, but would you view more products or services too?

Stampli’s PPC ad drives you to a landing page that offers a 30-day trial and nothing else.

The success of your ad campaigns comes from having dedicated landing pages with a message that matches your campaign goal. With a 1:1 attention ratio you increase your landing page conversion rate with your campaigns. Remember to test, test, test.

Testing Your 1:1 Landing Page

Before you proceed in making a landing page with a 1:1 attention ratio you will want to consider a few tools to help with testing.

Unbounce

If you want to create variations of your landing page you can do so with Unbounce. We recommend and use the tool as well. Unbounce will let you create a landing page with many variations. Imagine being able to make your 1:1 landing page and then have another variation with a different look or copy. Unbounce lets you control the amount of times variations are shown to your visitors. Their tool allows you to determine which landing page variation performs better.

Unbounce - Landing Page Tool

Hotjar

This tool allows you to record your landing page visitors providing you to visually see how they react to a 1:1 landing page. It's great to determine if you see any improvements to make. Then there is their heatmap tool. Heatmaps can visually let you see what areas your visitors are clicking the most, how far they scroll and how different devices perform. Hotjar also provides you ways to create surveys, polls and funnels.

Hotjar - Landing Page Tool

Now You Know Why 1:1 Attention Ratio is Important

Remember one goal in mind is the objective when you have online traffic going to your landing page. Whether if you're promoting a product or trying to have a lead magnet make sure you have your visitors focus on one thing only. Which is what you want them to do.

Do you need to talk about 1:1 attention ratio for your landing pages? Get in touch with us.

10 Expert Tips for Landing Page Conversions

Businesses are now creating valuable marketing campaigns online. One of the effective marketing strategies used today are landing pages. But creating a landing page and having it convert well isn’t as simple as some may think. The design of a landing page should perform well, but that doesn’t happen in one try. In this article, we will touch on various points about design and feedback. Let’s dive deep into some important tips to improve your landing page conversions.

Does Your Page Work Well In Different Screen Sizes?

The importance of your landing page looking great on any device screen size is crucial. Especially the ones that matter the most. Pay attention to how your landing page looks on desktop, tablet, and mobile. Make sure that it's easy to navigate between each screen device. What may work well on a desktop computer might be difficult for a user using a mobile device.

Is your Landing Page Upfront to your Audience?

Be direct and concise with your landing page. Often I have seen landing pages that do not grab the visitors interest. When your lead comes in they should know what they are on there for when they arrive. Especially if you are using paid advertising. You wouldn't want your ad headline to mismatch with your headline on your landing page. Your content should help the visitor understand what you're offering. Then reel them in with benefits. Write compelling headlines and then follow up which strong copy.

You Better Believe Attention Spans Are Short

When a visitor lands on your page and if they are presented with multiple actions to take you’re doing yourself no good. For instance, a link to this page and that page. Or buy this now, but also subscribe to our newsletter. Because the visitor is presented with so many actionable things they will have a higher chance to leave and not complete the conversion. So if you had one action to take on your landing page then that is the only option the visitor we'll make. Oli Gardner describes this as the 1:1 attention ratio. It's a good practice. Drop all distractions. Your landing page conversions will go up when the attention ratio goes down.

Make Sure Buttons Are Apparent for Users

Does your call to action button stand out? If you want your visitors to take action than a good CTA button will be important. Play around with colors, shapes, and sizes. Place them above the fold and between important parts of your page. You should have a clear idea of what will happen next when they click the button. You can use text that gives a sense like they are saying it themselves such as “Yes, I’m ready for my free download”.

Headlines Can Make or Break How Users React

Have bold and straightforward headlines. Your visitor's attention span is a matter of seconds. If your headline is simple and to the point, you have a higher chance of grabbing your visitor's attention.

The Copy On Your Page Should Connect with Visitors

Convincing landing page copy. Besides having your page looking great you want your content to shine as well. The flow of text from the headline to copy should be to the point and genuine. If your visitors aren't hooked and satisfied you can bet they will leave your page. Depending on your goals the amount of copy will depend. Landing pages will do best with 500 words or more. Then there are landing pages that are lengthy such as two thousand words. make sure your copy is clear from distraction. Motivate your visitor toward your conversion goal.

Do You Have Trustworthy Factors?

You want people to trust you so why not add any testimonials or reviews. Do you have any seals of approval? Showcase them. Your visitors can relate if they read reviews from other trustworthy people. Be careful though if it doesn't look authentic it can have a negative effect on your conversion rates. Don't make your visitors think it seems too good to be true. An example of trust seals is the Better Business Bureau badge.

Why You Test Pricing Tables If You Can

Do you have a pricing plan? Test and see if a pricing table works better on one version of a landing page compared to one that doesn't have it. Are you afraid of a pricing table on your landing page could affect conversion rates? Visitors tend to like to know their options and what they're about to get themselves into.

Be Fast As You Can

Pay attention to page speed. No matter how well your design and copy is if it doesn't load fast then you can kiss your conversions goodbye. Tools like Google page speed insights suggest improving your page speed. one of the number one places to start is your website hosting service. there's a reason for you get what you pay for. optimize any images and Scripts to improve your page speed. not only will it please your visitors but search engines take into account your page speed.

If You Don't Test Now Then You Should Start

Way to improve your landing page conversion rate is to test. There are a ton of tools to use for a/b testing. Unbounce is a tool that helps create many variations of landing pages. Also, get analytic data on which landing page performs the best. Test different headlines, different colored CTA buttons, and completely different layouts. Segment your audience by sending different paid traffic to different land pages.  if your goal is to increase your conversion rate then testing is the way to go. don't think you can have one landing page and you're done. always be improving.

We hope you can take some or all these tips to heart. Start practicing today to improve your landing page conversion rates. We know it will make an impact! If you're looking for help with any of these tips and more for your landing pages please get in touch with us.

What is Lead Nurturing? A Complete Guide

We know that businesses rely on leads but, a lot of the time we only think about generating them. There are other ways to improve the number of sales earned from leads. Here's where lead nurturing comes in.

Lead generation is only half the story. Your team can generate thousands of leads but, if they don't close them the effort is moot. That's why nurturing your leads is a must to adequately grow your business.

Not sure what we're talking about? We'll tell you all about it and how you can set up your own nurture campaign. Read on to learn more!

Lead Nurturing: The Essential Guide

Before we discuss how you can set up your nurturing campaign, let's discuss the basics. What is nurturing leads? How can you do it?

Nurturing leads creates a connection with your client throughout the complete sales process. Experts have found that almost 80 percent of new leads never become a sale. That's why you need to set up your nurturing campaign to convert those leads into sales.

If you generate leads but do not nurture them, your sales will end up being more expensive. All businesses are driven by return on investment. To increase ROI, you've to get the right leads for your nurturing campaign.

How to Get the Right Leads for Your Nurture Campaign?

Now, not all leads are the same. When it comes to the leads for your nurturing campaign, the key will be knowing when your customer becomes a buyer. Experts have found that 50 percent of your leads aren't ready to buy right away.

But, how can you know when your customer is ready to buy? If you set up the right pinpointing system, your nurturing campaign will be a success.

Your lead scoring system must fit your brand. You design your business with a customer in mind. Who's your customer? What's their budget?

These are just some of the questions that can point you in the right direction. Any lead scoring system must look at the lead fit, interest, behavior, and overall buying mindset.

Before ever targeting a lead, you've got to make sure they will fit your audience and brand. Do they really even need your products or services? You can know this through measures like analyzing demographics, budget, and possibly business size.

Once you gauge this information, you'll know if they're interested in your products or services. The lead interest is when you track a customer's interest in your brand. Are they engaging with your brand online?  How are they engaging? Are they engaging by visiting your website or certain product or service pages?  Are they visiting your social media or checking out particular videos? You should establish your system to keep track of these corresponding behaviors.

Their actions will tell you when  ready to they'rebuy. Continuous engagement with pricing pages and demos can be a sign that they're ready to buy your product.

Your nurturing campaign will move your customer through these corresponding buying stages. Your system overall will depend on the product and services you offer. You must design your sales funnel to guide your customer thoroughly, as well as make the process simple and easy for them to do so.

How to Nurture Leads?

Nurturing leads can sound more complicated than it really is. Your content marketing nurturing campaign needs to begin once you find the right lead. This content will guide your customer all the way to buying.

Before setting up your campaign, you must understand the buying stages your customer goes through. Experts have found that companies that put in place the right nurturing campaign generate 50 percent more sales. That's why you need to accurately time when you nurture your customer.

Here are some effective tactics to nurture your leads in the right way:

1. Nurture Your Leads on Multiple Channels

Not all customers are the same. That's why to have a successful nurturing campaign, you can't have a one size fits all approach. You must know your lead fits your audience.

But not all of them will engage with your brand the same way either. Some might engage on multiple platforms or only stick to one of them. That's why you must be sure to nurture your leads on multiple channels.

If your current approach is the typical generic email campaign, you need to start thinking outside of just email. Email open rates keep going down, so you need to market on other platforms like social media or possibly even consider items like Google adwords.

It's recommended you develop a great multi-channel approach. It should include a combination of social media, targeted ads, direct sales, and other strategies. You should aim to find a balanced approach that matches to your brand and audience overall.

2. Following up at the Right Time

Like they say, you need to get it while it's hot. Leads aren't an exception to this rule. Your nurture campaign must include following up at the right time.

Most businesses wait as long as 42 hours to follow up on a lead. You should aim to follow up with that lead as soon as possible. An automated follow-up campaign can help you with this problem.

Yet, many customers may prefer a personalized email or phone call. Regardless, you should aim to contact the customer quickly.

But, your team should always utilize a well-researched call or email. Your customer needs to feel that you understand their needs, not that your simply just interested in the sale. This will improve the overall effectiveness of your sales.

3. Sales and Marketing Teams Working Together to Nurture Leads

Experts have found an increase in conversion rates when sales and marketing teams work together to nurture leads. To do this, you must find out when the marketing or sales team is handling the customer. You've got to develop a strategy to integrate both teams in the nurturing campaign.

An example would be how the marketing team engages with the client through social media. Yet, your sales team would start working with the customer when they ask for pricing or detailed information on a social media post.

Will a Nurture Campaign Improve Your Sales?

Yes, a nurture campaign can increase your sales. Lead nurturing is an absolute must to grow your company. If you focus only on generating the leads, you might not bring in the number of sales you're aiming for.

Remember you must generate the right lead and guide them through the buying stages. Every business has it's own needs. That's why you should aim to develop a lead nurture strategy that creates synergy between your teams and fits your customer.

Now you know the basics about setting up a nurture campaign. Want to learn how to generate the right lead for it?

Check out our blog post to learn more.

A Complete Guide to Automated Lead Generation

Did you know that 63% of businesses confess their top marketing challenge is generating traffic and leads? The quality of those leads is another common obstacle. 68% of B2B professionals say increasing the quality of leads is their top priority.

But how?

Acquiring more leads and pinning down better leads takes either a chunk of money or a brilliant marketing director, right? There's no way a team can pull it off without at least one of those assets. You've just got to buckle down and work with what you've got...

Or do you?

What if we were to say that you can increase the number of leads you obtain each month and spend less money doing it? We're talking about high-quality leads that'll increase your conversion rates. If you want to learn how automated lead generation can change your business, read on.

What is Automated Lead Generation?

New software gives you the ability to automate your lead generation processes. You can create better leads without the investments traditional outreach requires.

The software has been around for a decade, though recent advances in technology have brought it back into the limelight. Expert marketers now rely on it. It streamlines their approach and cuts their workload in half.

Email marketing is at the core of it all. It helps sellers connect with hundreds of thousands of consumers with the click of a button. The software in question has been built to simplify the email marketing process.

ActiveCampaign and email gives you the power to automate your entire system. They have something for every part of your sales funnel.

First, a potential customer signs up for your email list. Then, you send them a sequence of letters designed to build trust and brand awareness. Finally, you sell to them.

You can then study your metrics to learn from your successes and failures alike.

As your skills develop, you can broaden your audience. You'll also grow more adept at building automated campaigns. With this kind of software, you can run a campaign with a quarter of the effort.

Best of all, you'll double the quality of your leads overnight.

Drip Campaigns

What is a drip campaign, you ask? It's what experts call an email marketing campaign. New software gives marketers the power to send personalized, automated emails to prospects. Which email the software sends can be tailored to your prospect's overall behaviors.

What the emails say and when the emails are sent is determined by the actions of your prospect. If they don't open your first email, for instance, a follow-up email is sent the next day. If they do open your first email, they might get a letter built for someone further down your sales funnel. And it might not arrive until three days later.

This process of spacing out the emails is akin to a dripping faucet, hence the name. These drip campaigns have been around since the advent of the internet. The difference is they now run themselves after your initial setup.

Most programs come with powerful segmentation capabilities. They enable marketers to divide their leads database by channel, industry, and/or the stage of their buyer's journey. This kind of segmentation is what improves your lead quality.

The leads who head to your landing page will be leads at the bottom of your funnel. Your software will supply useful resources to the rest, building trust and awareness. It'll nurture them until they're ready to convert.

Landing Pages

If email is the right hand of an automated marketing campaign, landing pages are the left. They act as your closer. They're meant only for the leads at the bottom of your funnel.

Modern marketing automated programs (MAPs) include options for creating and deploying landing pages. Any information your prospects give you on these pages is automatically uploaded to their profiles. These profiles store every scrap of relevant data you've been given accordingly.

The program stores their new data alongside their other stuff. Address, best times to reach them, and stage of their buyer's journey all land next to one another. Marketers used to keep track of all this information by hand. Now it happens in the blink of an eye.

A well-designed landing page will skyrocket your conversion rates. That's true especially when you factor in metrics and testing.

A/B Testing

A scientific approach to marketing first became popular in the 1950s. That's when Hopkins wrote his classic work, "Scientific Advertising." Thanks to advances in computer science the field has exploded in recent years.

Nowadays, you can't call yourself a true digital marketer (or even business person) without relying on quality metrics. A/B testing is one of the most popular routes to acquire metrics on things like click-through rates and conversion rates. With that information, you can better personalize your campaign to suit your buyer's need.

With automated software, the process is simple. Essentially you create two versions of the same piece of marketing material. Examples include landing pages, emails, social media ads, etc.

Each version is the same except for one particular element. It may be a word in your headline; it may be the color of your background or the graphic you use. Choose a single element that you think may need tweaking.

After you create two versions, run them as you would normally. The software will record important data about how your audience responded to both versions. After you run them for a week or two, you can read the results and change your strategy accordingly.

Rinse and repeat.

What's Next?

Well, what did you decide? Is automated lead generation for you? Can you see where it fits into your marketing strategy?

Automated internet marketing may sound difficult, but the core elements are fairly simple. Start with the basics: email, landing pages, and thorough scientific testing.

Master each element before you move on to the next. Do that, and you'll be swimming in more leads than you can handle. Just remember to send us a postcard when you make it to the big leagues.

If you're need of assistance with lead generation, please do not hesitate to contact us.

So long and good luck!

Google Adwords Lead Generation: A Complete Guide

There are various ways you can advertise your products and services using the Web. And one of the best ways to get quick results is to use Google Adwords.

Now, if you're not already using Adwords lead generation, then it's time to reconsider your strategy. After all, Google owns 87% of the search engine market share. And 75% of clicks go to pages found on the first page of Google - exactly where your ad will show up.

What's great about Google Adwords is that the ads blend in with the search results, making them look like ordinary links. This is why it's recommended that you use hyperlinks and ad copy that's informative and contains a CTA to help draw more Google leads.

Let's take a closer look at what you can do to use Google Adwords for increased lead generation.

Create a Landing Page that's Google Optimized

How important is it to have a landing page that's Google-friendly? Well, Google disabled a whopping 780 million ads back in 2015 because of policy violations!

Needless to say, Google does not play when it comes to optimization, even when it comes to your advertisements. But how can you ensure your landing page won't lead to your ad's removal?

It's simple, really. First, you need to ensure your landing page experience is a good one. In other words, your visitors find it helpful - not misleading! In a nutshell, Google likes landing pages that are:

Clearly explain your offer in the beginning and throughout the landing page. And it should be directly related to the ad the user clicks on to arrive to the page.

Then second, you must learn and follow Google's policies. There are certain types of content and practices that are prohibited. For instance, you can't promote shady or immoral products and services. And the landing page should be a part of a larger website.

If your landing page and website are set up solely to collect user data, you'll correspondingly receive a penalty. It's alright to collect information, but that shouldn't be the only purpose of your site.

Target Negative Keywords

The keywords you select for Adwords lead generation is key to your success. However, while you're targeting key phrases your audience is using, you should also hone in on the ones they're not.

Negative keywords are terms that you don't want to show up for. By adding these to your campaigns you can ensure your ads don't show up in the search results for these key phrases. In other words, you won't get clicks from groups of people who aren't actually looking for your product or service.

For example, if you're a dentist that offers non-cosmetic dental services, then "cosmetic dentist" would be a negative keyword phrase to include.

You should brainstorm and research various other negative keywords you may show up for and add them accordingly. This way, you don't end up paying more money for a campaign that's not converting.

Use Exact Match and Phrase Match Keywords

Besides negative keywords, there are other types of search terms to be aware of. For instance, there's exact match, broad match, modified broad match, and phrase match.

An exact match keyword is the strictest type of keyword. It's where you require users to type in an exact match of your chosen keyword in order for the ad to display. Now, this is something you want to use in certain cases where you want more control over the groups you're targeting.

Phrase match keywords aren't as strict as exact match, but more strict than modified broad match keywords. In this case, the user is required to enter the entire phrase in their search and in the same order.

For instance, if your keyword is cosmetic dentist services, then you may show up in searches for phrases like "cosmetic dentist in LA" and "affordable cosmetic dentist."

However, you wouldn't show up in results for "affordable dentist cosmetic services" and "dentist cosmetic procedures."

Use Broad Match and Modified Broad Match Keywords

In many cases, brands use flexible keyword settings in Google Adwords campaigns. But again, it depends on the industry and consumer group your campaign is for.

If you're not too worried about attracting the wrong audience and you're already making use of negative keywords, then you can use broad and modified broad match keywords without worry.

Broad match settings allow your ads to display even when users type in non-matching keywords. For instance, key phrases with synonyms and variations of the keywords you select.

For instance, "cosmetic dentist" may show up in search results for "teeth whitening dentist" and "tooth repair dentist."

Then the modified broad match setting is similar but a bit stricter. You can choose which keywords have to be in the phrase in order for your ads to show up.

This still allows flexibility in the search results it shows up in but ensures a higher chance of relevancy based on the keywords you choose.

For example, you can have cosmetic + dentist + LA as your must-have keywords. And then your ad will show up in search results for key phrases like "cosmetic dentist in the LA area" and "cosmetic dentist."

A/B Testing FOR Adwords Lead Generation

Both your headline and your ad copy must be A/B tested to get the best results from your Google Adwords campaign. You'll need to keep a close eye on your Google Analytics to see which ads are performing well.

Then for those that aren't, you can tweak one thing at a time and monitor whether the results improve. For instance, you can change the headline or the CTA. This will allow you to identify exactly what increased your CTR and conversions.

Get Expert Help with Your Adwords Campaign

Generating Google leads can potentially propel you ahead of your competition. However, if you're not knowledgeable about developing a thorough campaign for Adwords lead generation, then you may not actualize these results.

This is why it's recommended to work with experts that know the ins and outs of Google Adwords. At HookLead, we both educate and assist our customers with lead generation.

We can help you build a strategy that generates qualified leads that convert. Contact us today to learn more!

How To Create A Successful B2B Lead Generation Strategy

If you're trying to get the attention of your audience, you can never go into a project in business thinking they will come if you just build it (yesterday was father's day after all). Lead Generation strategy is never exactly easy. Just because you may have a great product, software or service absolutely does not mean customers will flock to you.

This is especially true if your aim is to increase your B2B lead generation. You're going to need a strategy that fits the modern mindsets of business owners today. Failing to tap into the mediums they're using can lead to strong risks, including losing prospects to your competitors!

In this quick guide, we'll go over some of the lead generation strategies you can start using today.

Let's begin!

The Tools of the Trade

When it comes to building a successful lead generation strategy, you need the right tools. And since we live in a digital age, it's no surprise that this consists of blogs, SEO, PPC campaigns, and social media platforms.

If you can strategically combine these tools together, your B2B lead generation results will soar. How do we know? Because 96% of B2B buyers want content from industry thought leaders to help with their purchasing decisions.

Next, we're going to take a look at how you can use these four tools to win over your B2B customers.

Capture Leads with PPC Marketing

When you want quick results, PPC campaigns are your best friend. These ads go up right away and don't come down until your daily budget is depleted.

And if you choose the right keywords and ad copy, you can get a whole lot of clicks in a short period of time. It's a great tool to use for when you have a sale going on for a high-value product or service.

For instance, say you have a 50% off deal on your web hosting service for medium-sized businesses. Then you can advertise this and build a sense of urgency for your prospects to act.

While this is a great way to boost your conversions, there's another way you can use PPC marketing. Paid ads are perfect for driving traffic to landing pages that capture leads. You can offer something for free in exchange for their email address.

These are what you call lead magnets. Different types of magnets you can use include e-books, white papers, case studies, and other forms of content with exclusive access.

Drive Traffic with Content Marketing

Your blog is a great asset for your B2B website. As we mentioned earlier, B2B customers are looking for thought leaders in your industry. With a blog, you can demonstrate your knowledge, expertise, and insights.

In turn, this will help to build your authority and recognition. Once your audience trusts your brand, they're more likely to purchase from it.

As for the type of content you publish, you should focus on giving information that's valuable and tactical where possible. For example, you can research the pain points of your target customer and then offer solutions to them in your posts.

With consistency, you can yield some amazing results. Just take Crowe Horwath, for example. He generated 48 pieces of content geared towards C-level customers with $1+ billion in assets.

His content consisted of case studies, executive briefs, Q&As, infographics, checklists, and videos. The campaign awarded him 778 contacts and a 70% open rate. And in the end, the revenue from user engagement was around $250,000.

The more you know your audience, the easier it'll be to engage them. And when your audience is engaged, they're more likely to share your content.

And this is where your next tool will come in handy.

Build Awareness with Social Media

It's hard to gain traction for your business website if no one can find it. This is why social media is a must-have for your lead strategy.

The right platforms can put your brand right in front of your prospects. Nonetheless this will take some legwork to pull off. After you've created your social media profile (which you should be doing from the beginning of creating your business), you're going to have to start building your list of followers.

You can do this with a mix of social ads, content boosting (paying for your posts to be seen), and networking. The last one is critical to your social media marketing.

You'll need to both engage with your audience in conversations, as well as influencers. If you can get on the radar of influencers, you can have your brand mentioned in one of their tweets sent to their thousands of followers.

Joining in discussions with your audience will also position your brand as an authority. Answer questions in groups, forums, and other platforms your customers use to get information.

Once your business profile starts getting attention, more people will follow it. And once they're following it, then they can read, share, and comment on your posts.

Make sure to share your blog posts on your social media to help drive traffic to your website.

Get Long-Term Traffic with SEO

Search engine optimization is the secret sauce to it all. It's what will help bring targeted traffic to your business website for a long time.

Your social media and content marketing will greatly help your SEO efforts. Google ranks websites based on user engagement, your authority, and the relevancy of your content.

Keyword optimization is still necessary, but not as important as developing content that's informative and engaging.

You'll need to do thorough research on what keywords your audience is using. Then implement those keywords and its synonyms (LSI keywords) throughout your site and blog content.

B2B Lead Generation Done Right

One way to ensure your B2B lead generation campaign goes well is to work with experts. If you're a business owner, you don't have the time to sit down, research, test, and implement lead generation strategies.

And this is where we come in. The professionals at Hooklead provide digital marketing services that'll help drive leads to your web properties.

Contact us today to learn more about how we can help bring qualified B2B leads to your website.

Your Lead Generation Guide and Lead Generation Strategies to Maximize Sales

Did you know that the average customer gets exposed to 2,904 media messages per day and pays attention to about 52? We're in an age of information overload where getting a customer's attention represents a mammoth undertaking. Instead of adding to the marketing brouhaha, be sure to use lead generation strategies to attract customers to you.

Read on to learn more about how information overload has changed the face of marketing and what you can do about it.

The Game Has Changed

Perhaps the most important shift in the evolution of the buying process has been the role reversal between companies and customers. Once upon a time, companies found customers and approached them through outbound marketing. These efforts included:

Potential customers lacked knowledge of the company and it's offerings. As a result, the buying process began near square one. Be aware though, that the internet has drastically changed how customers behave.

Today's customers come looking for your company. And they're armed with more knowledge than ever before.

What to Do?

Make sure your company is easy to find online. What're the best ways to ensure this? Search engine optimization (SEO).

A good SEO strategy will guarantee that your website receives a continuous flow of qualified prospects. What does "good SEO strategy" look like? Your website and blog should contain relevant keywords and phrases woven throughout your content.

And while we're on the subject of content, make sure that it's high quality. Posting excellent content leads to link building and traffic generation, too.

Customers Have Changed

The overabundance of information on the internet means today's customers have done their research. Lots of it. What does that mean for you?

Instead of being at stage one of the buying process when they start interacting with your company, today's customers are much further. In fact, it's safe to assume that they're between two-thirds and 90 percent of the way through the buying process.

How to Respond?

Today's customers know what's out there. They're familiar with you and your competition, too.

So, how do you keep them on your site and convert them into loyal customers? The answer's simple. High-quality content.

First-rate content remains the essential ingredient to your company's marketing success. When you offer readers valuable, insightful content, they'll come back. What's more, you'll engage them, build a relationship with them, and earn their trust.

The deluge of information out there today means your audience is more discerning and vigilant than ever before about where they focus their attention. So, your content needs to hook them with bravado, finesse, and useful information.

The attention economy's real. Don't risk fizzling revenues by forgetting it!

Conversions Have Changed

Alright, you've optimized your website, and you're writing top-quality content. Your traffic levels have increased because prospects are now finding you. That's all good and well, but how do you convert prospects into customers?

You need to build a lead capture page. Otherwise, you'll end up with low visit-to-lead conversion rates. And you'll miss out on many opportunities to sell your products and services.

Where to Go from Here?

Building lead capture pages help you close the circle of your sales cycle. Think of them as the "yellow brick roads" your prospects follow to become loyal customers.

Creating effective lead capture pages requires a thorough knowledge of best practices in landing pages. Lead generation companies can guide you through the process.

That way, you'll get the highest number of conversions possible. Read more about crafting an effective lead capture page now so that you're prepared to discuss them and your company's goals with a qualified professional.

Lead Generation Strategies

Way back when, outbound marketing in the form of cold calling, advertisements, and mailers represented a company's best means of getting before customers. Then, the internet came along and old marketing paradigms started to shift.

Successful marketing became synonymous with ensuring your company got found. Lead generation strategies were thus born. With these changes, the importance of your company's online presence has intensified.

Your website equates with your online identity. So, be sure to invest in making your website professional-looking, easy to navigate, and well written. Then, make sure that you have some lead capture pages to help close the buyer circle.

Looking for more tips about digital marketing? Check out our blog, or contact us to chat about your business and its online marketing goals.

Improve Your Conversion Rates With These 5 Lead Nurturing Tips

When it comes to getting the sales that you need to really rock your real estate business, your best bet is to channel your inner caregiver and focus on seriously nurturing your prospects.

Lead nurturing is all about showing your sales leads that you can be trusted and building a relationship with each and every one of them.

In your campaign to nurture your leads, your main focus is to nail these two goals:

But how can you meet these goals and make sure your campaign is on-point?

Check out our top 5 tips for improving your conversion rate and scoring more real estate sales.

1. Under Promise and Over Deliver

You might think that you should be promising your prospects the world to get them to buy what you're selling, but that tactic can actually weaken your credibility, leading to disappointment on both sides.

You need to figure out from the beginning, what you can and can't do for your real estate sales prospects.

Be sure to explain to your leads that you'll meet their needs in specific and realistic ways, even if that might seem as if you're not giving them quite all that they'd imagined you would.

They will appreciate your candor and will love that you are looking out for them with an honest approach, instead of being more concerned with only yourself!

2. Build Toward a Sale with Each Interaction

You should be taking your lead nurturing campaign activities seriously from the very start....not just when you're getting ready to close a deal.

Why are you contacting this lead via email? What are you hoping to get from this phone call?

In your work as a real estate agent, remember that you are selling yourself just as much as you are selling your services.

Take the time to ensure that each and every conversation you have with any of your leads is highlighting one (or preferably both!) of these things.

3. Take the Time That You Need to Succeed

Rome wasn't built in a day and you most likely won't make a sale that quickly either (not all the time), even if you are putting something in place up front to make sure that not a single lead slips by you.

Just be sure that you're thinking along the lines of "progress not perfection" by taking the time that you need to refine and revamp your first attempts at nurturing your leads.

For example, if you notice that the open rate on a particular email is super low, it's probably time to rework the content of that piece of lead generation.

If your efforts aren't turning leads into sales, it's time to take a look at another type of real estate marketing strategy.

4. Engaging Content is Key

Your goal is to encourage leads to opt into your content marketing campaigns, right?

If you're not getting the responses that you would like to see from your blog posts or email newsletters, your problem could be that your content is simply not engaging enough.

Shift your focus to sharing helpful and informative content with your prospects to get tons of high-quality leads and crush your sales goals!

5. Measure the Effectiveness of Your Campaign

After all of the hard work that you've put into nurturing your leads, you don't want to just take a guess at finding out how effective your lead generation campaigns have been, do you?

Absolutely not! You want to keep excellent records and frequently measure your lead nurturing efforts. That's where making good use of Google Analytics comes into play.

For example, you can keep an eye on the "click-through rate" on your website and watch out for a high "unsubscribe rate" on the emails you send out.

Once you have that crucial info, it's just a matter of taking care of the fixes you need to put in place using the lead nurturing tips you've just learned.

Get Your Lead Nurturing Goals Met

Now that you know how to take care of the leads that you've worked so hard to generate, you're probably ready for the next step, right?

If you're ready to get even more real estate sales, you might want to take a look at our handy checklist for the perfect inbound marketing campaign or check into our other helpful real estate marketing services.

Here's to your success!