Considering how crucial they are to ecommerce and lead gen efforts, PPC ads continue to be grossly underestimated and misused.
Unless your SEO is good enough to get you onto the first page of search results, PPC ads are your ticket to putting your company and/or products in front of potential customers at the precise moment they’re looking for you.
Their importance is such that we can’t cover all of the dynamics here. But you can get a good start by breaking them down into three basic elements:
1. The Keyword
Contrary to their primary role in SEO, the main …Read More
They are the first generation to mature having spent all or most of their lives with access to computers, high speed internet connections and online shopping.
And they shop differently online than older generations. With purchasing power of $170 billion, ecommerce retailers should pay attention to how “Millennials” (Wikipedia defines the generation as those born between the late 1970’s/early 1980’s and the early 2000’s), spend all that cash.
A new report from eMarketer, “Millennials in the Marketplace: A Generation Moving on its Own Unpredictable Path” outlines surprising online shopping behaviours from those who came of age during the Great Recession.Read More
Last week, as part of the “Conversion Optimization Tactics in Action” blog post, we made note of how Simply BBQ used customer reviews and customer-generated content.
First, the site features excerpts from customer testimonials throughout. The excerpts are also compiled in a series of testimonials pages, four in all, with entries from a cross-section of Simply BBQ’s customers, including large multinational corporations, local businesses, municipalities and private individuals.
Simply BBQ then shows some innovation in a feature that allows their customers to “Like This Menu” with a total of “likes” listed beside each menu item.
Finally, Simply BBQ offers the …Read More
One of the most effective and initial strategies to optimize your site is to define the value proposition and to state it clearly throughout the site. Each element should be pointing to that value. Simply put, a value proposition is a “promise of value to be delivered and a belief from a customer that value will be experienced.”
What becomes challenging is staying unique within a very competitive market where many companies can share the same values that your company does. How does your company stay a step before the rest? How can you continue to distinguish yourself and draw …Read More
As I pointed out a couple weeks ago, many old marketing and sales models, particularly AIDA, are open-ended, meaning that once the sales conversion is complete, the model stops and has no means of putting the customer back into the conversion loop, like turning them into brand and/or product advocates.
Creating advocates not only increases the chances of the them returning, but their actions will influence others to become customers too, and so they end up doing your sales and marketing for you. For free.
Let’s look at some of the ways, especially for ecommerce sites, you can create brand …Read More
Cease & desist letters are “opening salvo” legal devices fired off in the hope that recipients are shaken enough by the tough “prosecute to the fullest extent of the law” language to do what the letter demands, thereby saving the letter writers the cost and bother of acting on the threats.
As such, they are about the furthest that writing can get from marketing and supporting a brand.
So imagine the talent and creativity, or perhaps simply the genuine concern for the brand, that it would take to write a cease and desist letter that not only supported the brand, …Read More
Since it is the start of the new year, we compiled a list of useful websites that we have been using over the last year. Our goal was to come up with a list of sites that are not well known but we feel should get more attention. The list is includes web applications, project tracking tools, search tools, news sites and multimedia websites.
Note: We extracted the description of each application from its own About us page. No one can describe a product like its inventors , so we decided we would use their own words to …Read More
I experienced one of the most valuable lessons in the late 90s when I ran my first business, Quill Publishing. At Quill we had achieved the majority of our business and financial goals and had taken great strides to carve a nice niche for ourselves. Everything seemed to go exactly how I had envisioned and hoped.
Until one day…Read More
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- Why you should run A/A tests in your conversion optimization program
- Your conversion optimization plan for peak seasons (including the holidays)
- The death of the average CRO
- How Digital Influences In-store Shopping Behavior – Statistics and Trends
- Review of digital marketing & SEM conferences: reflecting on my experience
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