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How to Implement Conversion Rate Optimisation

Marketing

Investing time in CRO pays off

Marketing

Investing time in CRO pays off

Conversion rate optimisation (CRO) is the process of improving the performance of a website or landing page in order to increase the number of visitors that take a desired action, such as making a purchase or filling out a form.

Here are some steps to implement conversion rate optimisation:

1. Set clear goals:
Define what you want to achieve with your CRO efforts, such as increasing sales or sign-ups.

2. Analyse your website data:
Use web analytics tools to gather data on your website’s performance and identify areas for improvement.

3. Identify problem areas:
Use heat maps, user recordings, and surveys to understand how users interact with your website and identify problem areas that may be preventing them from taking desired actions.

4. Develop a hypothesis:
Based on the data and problem areas identified, develop a hypothesis about how to improve the website’s performance.

5. Test and measure:
Implement A/B tests or multivariate tests to test your hypothesis and measure the results.

6. Implement changes:
Implement the changes that led to the best results and continue to test and measure to see if there are further improvements that can be made.

7. Personalise:
Use personalisation and segmentation techniques to create tailored experiences for different user groups, this will help to increase the conversion rate.

8. Optimise for mobile:
Make sure that your website is optimised for mobile devices as more and more people are using mobile devices to access the internet.

9. Monitor and refine:
Continuously monitor your website’s performance and refine your CRO efforts to improve conversion rates over time.

10. Use tools:
Use tools such as heat maps, session replay, and form analysis tools to gain insights and make data-driven decisions.

Conversion rate optimisation is an ongoing process that requires patience, persistence, and a willingness to experiment. By continually testing, measuring, and refining your website’s performance, you can improve conversion rates and increase the overall performance of your website.

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by john madden

Tips to Make Your Landing Pages Convert to Sales

Tips to Make Your Landing Pages Convert to Sales

Creating landing pages that convert to sales is an important step in any marketing campaign. Here are some tips on how to create landing pages that convert:

1. Understand your target audience:
Understand who your target audience is and what their pain points, needs, and desires are. This information will help you create a landing page that resonates with them and addresses their specific needs.

2. Make it clear and easy to understand:
Keep your landing page simple and easy to understand. Use simple language, clear headlines, and bullet points to convey important information.

3. Use a clear and compelling headline:
Use a clear and compelling headline that grabs the attention of your target audience and communicates the value of your product or service.

4. Use high-quality images and videos:
Use high-quality images and videos to showcase your product or service. These can help to build trust and credibility with your target audience.

5. Use a clear call-to-action:
Use a clear and prominent call-to-action (CTA) that stands out and encourages visitors to take action.

6. Optimise for mobile:
Make sure that your landing page is optimized for mobile devices, as many people browse the internet on their smartphones.

7. Use social proof:
Use social proof, such as customer testimonials or reviews, to build trust and credibility with your target audience.

8. Keep the form simple:
Use a simple and straightforward form that only asks for the information that is necessary to complete the sale.

9. Use A/B testing:
Use A/B testing to test different variations of your landing page and see which version converts the best.

10. Track and analyse the results:
Use web analytics tools to track and analyze the performance of your landing page and make data-driven decisions about how to improve it over time.

It’s important to remember that creating a landing page that converts takes time, patience, and experimentation. It’s important to keep testing and refining your strategy until you find what works best for your target audience and your business.

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by john madden

How to Create an Integrated Marketing Strategy

How to Create an Integrated Marketing Strategy

An integrated marketing strategy is a holistic approach to marketing that aligns and coordinates all marketing efforts across all channels and touchpoints to create a consistent and cohesive brand message and customer experience.

An integrated marketing strategy includes various elements such as:

1. Research:
Researching the target audience, competitors, and market trends to inform the marketing strategy.

2. Branding:
Developing a strong and consistent brand identity, message, and voice that is reflected across all marketing efforts.

3. Goals and objectives:
Setting clear and measurable goals and objectives for the marketing efforts.

4. Channels:
Identifying the most appropriate channels for reaching and engaging the target audience, such as social media, email, search, and content marketing.

5. Content:
Creating valuable and relevant content that is tailored to the target audience and aligns with the brand message.

6. Campaigns:
Developing and launching coordinated campaigns across all channels that support the overall marketing strategy and goals.

7. Metrics:
Measuring and analysing the performance of the marketing efforts to inform future decisions and optimise the strategy.

8. Continuous improvement:
Continuously monitoring, testing, and optimising the strategy to improve results over time.

An integrated marketing strategy can be more effective than a siloed approach because it ensures that all marketing efforts are aligned and support each other. This can lead to a more consistent and cohesive brand experience for customers and a more efficient use of resources.

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by john madden

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How Effective is Email Marketing?

Marketing

Achieve ROI of $38 for every $1 spent

Marketing

Achieve ROI of $38 for every $1 spent

Email marketing is a cost-effective and powerful way of reaching and engaging with customers and potential customers. When done correctly, email marketing can be an effective tool for growing a business.

1. Targeted:
Email marketing allows businesses to segment their email list and target specific groups of customers with relevant messaging and offers.

2. Cost-effective:
Email marketing is relatively low-cost compared to other forms of marketing, making it an accessible option for businesses of all sizes.

3. High ROI:
Email marketing can generate a high return on investment (ROI) when compared to other forms of marketing. According to the Direct Marketing Association, the average ROI for email marketing is $38 for every $1 spent.

4. Measurable:
Email marketing provides detailed analytics, which allows businesses to track the performance of their campaigns and make data-driven decisions about their email marketing strategy.

5. Personalisation:
Email marketing allows businesses to personalise their messages, which can increase engagement and conversions.

6. Automation:
Email marketing software can automate repetitive tasks, such as sending welcome messages, abandoned cart messages, and re-engagement campaigns.

7. Brand awareness:
Email marketing can also be used to increase brand awareness and credibility.

However, the effectiveness of email marketing depends on many factors such as the relevance of the messaging and offers, the quality of the email, the targeting options, the subject line, the competition, and the list quality.

It’s important to ensure that the email list is composed of people who have opted-in and that the email content is valuable and relevant to them. Also, it’s important to comply with the laws and regulations regarding email marketing such as the CAN-SPAM Act and the GDPR.

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by john madden

Digital Marketing Strategy Must Haves

Marketing

A digital marketing strategy is a plan that outlines how a business will use digital channels to reach its marketing goals. There are several key elements that should be included in a comprehensive digital marketing strategy. Some of the must-haves are:

1. Goals and objectives:
A clear understanding of the business’s goals and objectives is essential for creating an effective digital marketing strategy. These goals should be specific, measurable, attainable, relevant, and time-bound (SMART).

2. Target audience:
Understanding the target audience is crucial for creating a digital marketing strategy that effectively reaches and resonates with the intended audience.

3. Buyer’s journey:
Understanding the buyer’s journey and the different stages of the funnel is important for creating a strategy that addresses the needs of the target audience at different points in the buying process.

4. Competitor analysis:
Understanding the competition and their digital marketing strategies can help identify opportunities and inform the business’s own strategy.

5. Channels:
Identifying the most effective digital channels for reaching the target audience is an essential part of creating a digital marketing strategy. These channels may include search engines, social media, email, and display advertising.

6. Content:
Developing and creating valuable and relevant content that addresses the needs of the target audience is crucial for engaging with them and driving conversions.

7. Measurement and optimization:
Setting up tracking and measurement tools to monitor the performance of the digital marketing strategy is important for making data-driven decisions and optimizing the strategy over time.

8. Budget and resources:
Having a clear budget and allocating the necessary resources to implement the strategy is critical for its success.

9. Continual improvement:
Continuously evaluating and improving the strategy through testing and optimization is important to keep up with the trends and to adapt to the changes in the digital landscape.

Overall, a successful digital marketing strategy should be tailored to the specific needs and goals of a business and should be flexible enough to adapt to changes in the digital landscape.

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by john madden

Do you need an effective Google Adwords (PPC) strategy?

Do you need an effective Google Adwords (PPC) strategy?

Google AdWords is an online advertising platform that allows businesses to create and display ads on Google search results pages and other websites. AdWords can be an effective way for businesses to drive targeted traffic to their website and increase sales and growth.

1. Targeted Traffic:
AdWords allows businesses to target specific keywords, demographics, and geographic regions, which can help drive targeted traffic to their website.

2. Cost-effective:
AdWords operates on a pay-per-click (PPC) model, which means that businesses only pay when someone clicks on their ad. This can make it a cost-effective way to drive traffic to a website.

3. Measurable:
AdWords provides detailed analytics, which allows businesses to track the performance of their ads and make data-driven decisions about their advertising strategy.

4. Immediate results:
AdWords provides immediate results and allows businesses to see a return on investment within a short period of time.

5. Brand awareness:
AdWords can also be used to increase brand awareness and credibility.

6. Flexibility:
AdWords campaigns can be easily modified, paused or stopped according to the results, budget and goals of the business.

7. Integration with other tools:
AdWords can be integrated with other tools such as Google Analytics, Google Tag Manager, and Google Optimise to provide more insights and improve the performance of the campaign.

Overall, AdWords can be an effective way for businesses to drive targeted traffic to their website and increase sales and growth. However, the effectiveness of AdWords depends on many factors such as the relevance of the keywords, the quality of the ad and the targeting options, the landing page, the competition and the budget allocated for the campaign.

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by john madden

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How SEO will improve your business

Marketing

An effective SEO strategy is a must have

Marketing

An effective SEO strategy is a must have

Search engine optimisation (SEO) is the process of improving the visibility and ranking of a website on search engine results pages (SERPs) through various techniques. By improving a website's SEO, businesses can drive more targeted traffic to their website, which can lead to increased sales and growth. Some ways that SEO can improve a business include:

1. Increased visibility:
A higher ranking on SERPs means a website will be more visible to potential customers, which can lead to increased traffic and sales.

2. Targeted traffic:
By optimising for relevant keywords, a website can attract more targeted traffic, which is more likely to convert into sales.

3. Cost-effective:
SEO is a cost-effective way to drive traffic to a website, as it does not require paid advertising.

4. Long-term benefits:
SEO efforts can have long-term benefits, as opposed to paid advertising, which stops as soon as the budget is exhausted.

5. Brand awareness:
A higher ranking on SERPs can also improve brand awareness and credibility, as it can be seen as a sign of authority in the industry.

6. Local SEO:
Optimising for local search can help businesses increase visibility and attract customers in their local area.

7. Mobile optimisation:
Mobile optimisation is a must-have for SEO, as more and more people are using mobile devices to access the internet.

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by john madden

Why you should engage a marketing automation agency

Why you should engage a marketing automation agency

7 reasons why engaging a marketing automation agency will improve your business:

1. Expertise:
Marketing automation companies have a team of experts who are experienced in using and implementing marketing automation tools, which can help businesses save time and resources while also improving their marketing efforts.

2. Customisation:
A marketing automation company can work with businesses to create a customised solution that fits their specific needs and goals.

3. Scalability:
Marketing automation companies can help businesses scale their marketing efforts as they grow.

4. Cost-effective:
Engaging a marketing automation company can be more cost-effective than hiring a full-time employee to handle marketing automation tasks.

5. Stay Ahead of Competitors:
A marketing automation company can help businesses stay ahead of their competitors by providing the latest technology and strategies.

6. Save time:
A marketing automation company can help businesses save time by automating repetitive tasks and allowing them to focus on other important aspects of their business.

7. Improved ROI:
A marketing automation company can help businesses improve their return on investment by optimizing their marketing strategies and campaigns.

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by john madden

Why you need a digital marketing agency

Why you need a digital marketing agency

There are several reasons why businesses may choose to use a digital marketing agency:

1. Expertise:
Digital marketing agencies have a team of experts with specialized knowledge in various digital marketing disciplines such as SEO, PPC, social media, email marketing, and content marketing.

2. Resources:
Agencies have access to tools, technologies and platforms that businesses might not have.

3. Objectivity:
An outside agency can provide a fresh perspective and new ideas to a business’s marketing efforts.

4. Scalability:
An agency can help a business scale up its digital marketing efforts as it grows.

5. Time and cost-effective:
Hiring a full-time in-house digital marketer can be costly and time-consuming. An agency can provide the necessary services at a lower cost and with a shorter time commitment.

6. Better ROI:
Digital marketing agencies are better equipped to track and measure the ROI of their marketing efforts, and adjust as necessary, which can help to improve the overall return on investment.

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by john madden

5 ways Marketing Automation can lift profitability

5 ways Marketing Automation can lift your business profitability

Give your business growth a lift

5 ways Marketing Automation can lift your business profitability

Give your business growth a lift

Marketing automation can help your business meet its marketing goals, boost sales, and improve productivity – provided it’s well-executed.

In this article, we will cover some of the benefits of implementing marketing automation in your business and how these will help you hit your targets consistently. But first, let’s recap on what marketing automation is.

Marketing Automation 101

As the name suggests, marketing automation is the use of software to automate marketing tasks that would usually require you, or one of your team, to execute. Common tasks ripe for automation include email marketing, lead nurturing, and customer relationship management. With technology and software programs constantly improving, the tasks you can automate is becoming more and more advanced.

Marketing automation lets you better leverage your time and marketing budget and also allows you to offer your current and prospective customers a much more customised experience. This will help you to build a stronger long-term relationship with them.

Here’s a good example of marketing automation in action.

Let’s say a prospective customer finds your company while doing a Google search, then visits your website. While on your website browsing your products, they sign up for your email newsletter.

Within minutes of receiving their email address, you can automatically send out a ‘welcome’ email to them that:

  • Thanks them for visiting your website
  • Offers links to additional helpful content
  • Offers a welcome discount voucher
  • Lets them know they can contact you with any questions.

Personalised emails that respond with tailored messaging are a powerful way to welcome new customers and can help you boost conversions.

How marketing automation can lift your profitability

Every business, regardless of size or industry, can realise great benefits by implementing marketing automation. Here are some of the main ways marketing automation helps businesses boost productivity.

1. Convert more leads into sales

If you want to turn more leads into paying customers, you need to be more responsive to them. Marketing automation is a great way to improve your client communication. For example, as soon as a prospective customer reaches out to you for more information about your products and services, you can send an automated (but personalised) response to them with more information.

Receiving a quick reply from you can help your customers feel more valued. Businesses that respond quickly to customer enquiries are shown to turn more leads into sales.

According to a study by drift, only 7% of the surveyed companies achieve an average lead response time of five minutes or less. This is important, because – according to another study, by Lead Connect – 78% of customers buy from the company that responds to their inquiry first.

 

2. Increase revenue long-term

Marketing automation not only turns leads into customers and boosts your revenue in the short term, it also gives you the opportunity to upsell customers in the future. This is because you can stay in regular contact with them and get insights into their specific needs.

Over time, this lets you suggest new products and services they might be interested in and upsell them higher-priced products and packages. Because this is all automated, it helps to lift your business profitability with very little effort.

 

3. Lift staff productivity

Implementing marketing automation tactics, such as automated emails, can help reduce the volume of administrative tasks your sales and marketing team must do. This means they can focus instead on higher-value tasks that can affect your bottom line.

4. Measure and improve your marketing strategy

Marketing automation helps you measure every aspect of your marketing strategy, which you can then use to fine-tune it and make it even more effective. This is because almost every action that your customer makes can be tracked, whether this is through emails they receive from you, or by tracking what they do when they visit your website. When you know what’s working, you can improve your marketing strategy to boosts customer response.

 

5. Boost customer loyalty

Marketing automation helps you add layers of detail to your customer relationship management (CRM) system, which you can then use to keep your customers engaged with your brand. For example, if one of your customers calls you up with a problem, your customer service team can access their details on CRM and see what interactions they’ve had with your business – including what emails they’ve received. Having this information helps your team provided a richer and more personalised experience.

Customers love to feel valued by the companies they buy from. This helps build loyalty, lift revenue, and boost productivity; the great news is you don’t have to invest in additional staffing to achieve this.

How Marketa can help with your marketing automation

Marketing automation can help boost sales, increase revenue and improve customer loyalty. The key is simple: implement marketing automation into your existing systems and strategies.

If you’d like to find out more about how marketing automation can help boost your productivity, talk to Marketa today.

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by john madden