I've been asking marketers in The Results Obsession for Digital Marketers private Facebook group what their biggest challenges are. Here's the #1 answer: COPY! What is it about copy that challenges even the most experienced marketers? Great copy starts with a great strategy Before you ever create or evaluate a piece of copy, it's best [...]
The company owner believed she needed to re-do her ecommerce website because sales were lagging. Her ecommerce website sold courses to particular industries. She wasn't familiar with Google Analytics, so she didn't know whether it was a traffic problem or a conversion problem once traffic got to her site. She was also short on cash. [...]
Are you planning a website redesign in the future? You want to know exactly what IS working – so you don’t change the successful elements. And you want to identify exactly where your website needs improvement, so your revisions (or a whole new website) actually address those areas. A great website should: Be built for [...]
As the marketing leader, it’s critical for you and your CEO to get on the same page. Sadly, 56% of marketing executives say their C-level Executives don’t understand Digital Marketing. As a result, their company isn’t setting effective strategies. Well, whose problem is that? That’s a Marketing problem. It’s up to you (the marketer) to [...]
Your key metrics start with Traffic, Leads, and Sales. You’ll also want to track results of your on-going digital marketing programs. 1. Traffic: number of unique visitors to the website You want to see the number of Users to your website steadily increase. (In Google Analytics, see “Audience,” “Overview.”) [...]
Your marketing efforts likely revolve around the most important Sales and Lead Generation vehicle we have – a website. But it seems to be the single area where companies make their poorest decisions when choosing outside marketing resources. Why is that? The blame is shared between client -- and the outside resource. [...]
Is your website giving you great results? Are you thinking you may need some major reconstruction? You might just need a "tune-up" -- of the 4 items that affect leads or sales: 1. OFFERS: For the Biggest Change in Results, Remodel Your Offer NEED MORE SALES? A more attractive Offer (the special reason I should [...]
Where do you start — when you want to improve your website conversion? If You Have a Lead Generation Website, Start with Your Response Page Your response page is the page that gives the details of your Offer and includes your response form. Check your analytics: What percentage of visits to that page result in [...]
When you create your website copy, those who need to approve that copy will almost always read line-by-line, word-for-word, from page 1 of the copy through to the end (like they’re reading a book). But website visitors rarely (if ever) do that. In fact, website visitors first scan the page they’re on — and about 85% of [...]
Have you wondered how to identify bad SEO and/or bad website design — BEFORE you hire someone? Usually, SEO and design ideas for a website should make sense for VISITORS first. When they don’t, you likely have a problem. A site I recently worked on revealed 12 POINTS of what NOT to do in SEO and website [...]
Whether you write copy yourself, have copywriting talent in-house, or use outside copywriting resources, you should know how to recognize copy that really SELLS. If you review and approve copy – you should know the key elements to look for, those key elements that create copy that really SELLS! If you hire agencies or copywriters [...]
The client told the last web designers they wanted a website design similar to the Prada site . . . And so, the “showroom website” project began, seemingly without thinking about whether the overall “showroom” approach of the Prada website made sense for Company “C”. The website design company was experienced in creating sites in [...]
Why do we have so much trouble articulating in copy – especially website copy – why our company is different? Is it clear “why should I do business with you” on your website (and in your direct mail, email – EVERY marketing effort)? A large seminar company called us recently. They were just about to [...]
“No one reads a web page with a lot of copy on it. I can’t believe that web pages should be written the way you’d write a sales letter.” Actually . . . Visitors to your web site won’t read POORLY WRITTEN copy — or copy that LOOKS difficult to get through. But people are NOT PERSUADED [...]
Sales says: “There’s a LOT of copy on the website. I’d rather have less copy and drive visitors to Contact Us to learn more.” Although Sales/Biz Dev might want the entire focus of the website to be on driving leads (and so, may believe there is “too much copy” on the website for lead generation), [...]
When your objective is to generate measurable, trackable leads — or to sell direct — be sure your website (and your marketing team) is equipped with these proven results generators: The Right STRATEGIC Direction: 1. Clearly answer “why I should buy yours (or respond, or donate)” About 90% of ads, direct mail, and websites don’t [...]
