The State Of Cross-Channel Paid Search, Part 2: SEM & TV

Byboyercross2

The State Of Cross-Channel Paid Search, Part 2: SEM & TV

The State Of Cross-Channel Paid Search, Part 2: SEM & TV
Just imagine if your paid search accounts were even loosely coordinated with every other channel in the marketing plan. Budgets, bids, creative — all elements working just a little more in sync to push just another one percent of efficiency when …
Read more on Search Engine Land

How New & Existing Customers Interact With Your Paid Search Ads Differently
Analyzing paid search orders based on whether they were placed by new-to-file or return customers can be a valuable exercise in determining how different areas of an account help drive new buyers to your site or aid in customer retention. Beyond that …
Read more on Search Engine Land

Google PaidSearch Ads Cost Per Click Rising
Google's decision to eliminate paid-search text advertising down the right hand rail of search engine query results has indeed pushed up the cost per click (CPC) on keyword for paid-search advertising, confirms one agency. Performics U.S. President …
Read more on MediaPost Communications

Byboyercross2

Our 8 Best Ad Copywriting Tips EVER!

Our 8 Best Ad Copywriting Tips EVER!
Nobody clicks on an ad because they think, “Wow, what a cool ad.” They click ads because they want to accomplish something and solve a problem. To this end, one of the most effective copywriting strategies at your disposal is to mirror the user's goal …
Read more on WordStream (blog)

The 7 Steps of Drool-Worthy Copywriting
You're the protagonist Knight. Your product or service is your castle. Its gates are your expression of the castle's splendor and worth. The process of walking into the gate is the 'experience'; an experience you want to communicate effectively to all …
Read more on Huffington Post (blog)

Copywriter pay survey
The Professional Copywriters' Network has put together responses from 600 of its members throughout the UK to reveal a comprehensive picture not just of pay rates but also regional variations in earnings, specialisations, approaches to freelancing …
Read more on Creative Review (blog)

Byboyercross2

Blogging For Final Fantasy XV Sounds Really Tough

Blogging For Final Fantasy XV Sounds Really Tough
Said Tabata: “The purpose of your blog is not to find scoops, but to build an ongoing relationship with the users. But so far, the blog isn't very interesting, because we can't tell what it is we're supposed to enjoy. Throwing in new information isn't …
Read more on Kotaku

Dallas Cowboys Are Building Their Team The Right Way
Blogging The Boys, a Dallas Cowboys fan community. Home · Fanposts · Fanshots · Sections · Dallas Cowboys 2016 Draft · Dallas Cowboys 2016 Free Agency · Dallas Cowboys News · Dallas Cowboys 2016 OTA · Dallas Cowboys 2016 Pre-Season Games …
Read more on Blogging The Boys (blog)

Cowboys Mailbag: Jack Opinion, Running Backs, Options At 34
Writing for such an amazing site like Blogging The Boys, I'm given the opportunity to have my voice and opinions heard across the world to Dallas Cowboys fans. To me, that's the most rewarding thing. After each article is published on this site, I try …
Read more on Blogging The Boys (blog)

Byboyercross2

Ten Good Reasons To Pass Up A Promotion

Ten Good Reasons To Pass Up A Promotion
Forty or fifty years ago when you walked into a new corporation or institution, you would look around you in order to understand how the system worked and orient yourself to it. If there was a career ladder to be climbed in your new organization as …
Read more on Forbes

Brazil: Protests Get Violent as Former President Avoids Trial with Promotion
Thousands of Brazilians returned to the streets Wednesday night after an intense weekend of protests to call for President Dilma Rousseff's impeachment, following the appointment of former President Luiz Inacio Lula da Silva as her Chief of Staff.
Read more on Breitbart News

Digicel Customers Rejoice For Win Cash Promotion
The cash-filled promotion is open to both prepaid and postpaid Digicel customers with the final selection of winners scheduled for Friday, April 1st, 2016. Digicel SKN's Facebook page has great information and pictures regarding its Win Cash Promotion.
Read more on SKNVibes.com

Byboyercross2

7 Tools to Help Your Internet Marketing Efforts

7 Tools to Help Your Internet Marketing Efforts
The difference between a beginner Internet marketer and a proficient one is, on the one hand, in experience, and on the other hand, in the tools they use. And while experience can only be obtained through continuous work and study of the market, tools …
Read more on Tech Cocktail

Adeel Chowdhry's insights into the state of internet marketing in 2016
Since the internet became readily available, marketers and entrepreneurs have taken to it to promote themselves and their businesses, and to grow their income. Internet marketing has become increasingly popular over the years, and people all over the …
Read more on Huffington Post

Marketing Experts Descend on Squamish for the Second Annual Canadian Internet
For a second year in a row, Squamish is set to be the host to some of the biggest names in digital marketing. Internationally renowned companies like Google,Twittter, eBay, Disney Parks Canada and Etsy are bringing in some of their top talent to …
Read more on The Vancouver Observer

Byboyercross2

How Do You Measure Content Marketing Effectiveness?

How Do You Measure Content Marketing Effectiveness?
Measuring online content marketing isn't about keeping score of phone calls. It's not about measuring coupon redemptions. Nor is it as simple as counting the return rate of tip-in cards or fax-backs (and you may be too young to even know what these …
Read more on Business 2 Community

Essentials For Effective Content Marketing
Good content tells a story. I don't mean starting out with “once upon a time” and ending with “they lived happily ever after.” But the goal of the piece – no matter what type of content it is – is to educate, inform, or persuade. To do this effectively …
Read more on The Holmes Report

Content Marketing: The Hard Working Listicle
An article in list form or a simple list extensively annotated, the listicle is at once popular, traffic-driving, and an easy-to-comprehend form of journalism and content marketing. It is the blue-collar approach to engaging customers and generating …
Read more on Practical Ecommerce

Byboyercross2

Promotion Interested in Having Cris 'Cyborg' Compete at UFC 198 in Brazil

Promotion Interested in Having Cris 'Cyborg' Compete at UFC 198 in Brazil
It appears that Cristiane Justino may get her wish to compete at UFC 198 in Curitiba, Brazil. According to a report from UFC Tonight, the Las Vegas-based promotion is exploring the possibility of having “Cyborg” fight at the May 14 event. If everything …
Read more on Sherdog.com

GuyExpo 2016 to focus on business coaching, overseas product promotion
Earlier this week, Stabroek Business met and spoke with Sukdeo-Singh who said that this year's showpiece product promotion event will assume a more business-oriented character,…to continue reading this article, please subscribe. Already a subscriber ?
Read more on Stabroek News

We the People questions TPD promotion buyouts
Candidate Vic Regalado allegedly said he paid a supervisor to retire so he could get promoted to sergeant. At a press conference Thursday, We the People Oklahoma criticized the practice. They argue Tulsa deserves transparent organizations. They also …
Read more on KOKI FOX 23

Byboyercross2

IPS Board approves two charter-like conversions

IPS Board approves two charter-like conversions
The Indianapolis Public School Board gave final approval Thursday for two schools to undergo charter-like conversions for next school year. The conversion to innovation network status is essentially a restart of the chronically low-performing schools …
Read more on Indianapolis Star

Wrong documentation or clandestine conversions to Islam?
About a month ago, a NGO called Hindu Conversion Action Team (Hicoat) came out with a controversial announcement that more than 7,000 Hindus have been clandestinely converted to Islam. Such a statement came in the wake of the raging controversy …
Read more on Malaysiakini (subscription)

Dairy conversions dropping rapidly as milk price falls again
Dairy farm conversions and infrastructure work is going on hold as the milk price drop hits farmers again. Fonterra recently cut its forecast milk price for the current season to $ 3.90 per kilogram of milk solids. That is compared to $ 8.40 a couple of …
Read more on Stuff.co.nz

Byboyercross2

Copywriting: 3 tips for optimizing your next direct mail campaign #bigcitymarketinggroup

It might come as a surprise, but according to research conducted by our sister site MarketingSherpa, 54% of U.S. consumers would prefer to receive regular updates and promotions in the mail. That’s the highest percentage of any other method.

While we know stated preferences and actual behavior can differ, it’s still extremely interesting that physical mail ranked higher than email.

This means consumers are open to receiving your direct mail pieces. It’s just now up to you to send them engaging and effective content.

To help you in this effort, we’ve compiled three ways you can optimize your next direct mail campaign.

 

Tip #1. Direct customers toward the logical next step, not necessarily a purchase

If you’re a regular reader of MarketingExperiments, you have likely heard something along the lines of, “The goal of an email is to get a click, not a sale. The goal of the landing page is to get the sale.”

The same could be said of a direct mail piece.

Think about your buyer journey. What steps do they take up the funnel? There are multiple micro-yes(s) that lead up to the macro-yes or conversion.

For some buyer journeys, a jump from postcard to purchase might be asking for too much too soon — especially for longer sales cycles.

Try using the direct mail piece as a chance to message your value proposition and encourage customers to learn more through a next action.

That leads us into the next tip.

 

Tip #2. Clearly message the call-to-action and make it easy to complete

Like many of you I’m sure, I receive at least five pieces of direct mail each week (not including the credit card applications that just won’t end).

However, I’m always shocked by how many have no call-to-action. They list services, contact information and sometimes a map — but they never directly ask me to use any of it. If you don’t know why I should visit/call/email you, then I certainly don’t either.

This is one of the common mistakes in the copywriting of online banner ads as well. You must clearly “ask” for consumers to take some sort of action. It must also be easy.

You don’t want to leave your customers unsupervised in their thinking. If they have to determine what their next step should be, they might give up and throw away your mailer, or they might take a different action that won’t effectively guide them to an eventual conversion.

You also want to ensure they can easily complete the action.

If you’re sending them to a specific landing page, don’t make them type in a long, complex URL. Instead, use a short but still descriptive vanity URL.

Not this: www.[companyname].com/products/[category]/[productname]/FreeTrial

But this: www.[companyname].com/FreeTrial

If you’d like them to visit a store, provide a map of the closest location to them, or a list of nearby options. This will potentially require multiple versions of your piece, but the ease the personalization will provide could very well be worth it.

 

Tip #3. Be more than a postcard

If you can create some function to your piece, it has a much higher chance of avoiding the trash can. Whether it’s in postcard form or an enveloped packet, you have the opportunity to really work your creative gears.

For me, one company’s direct mail always stands out when it arrives in my mailbox: home improvement store, Lowe’s.

Typically, its sends have consisted of an envelope or folded piece that included a coupon card to be used when you spend a certain amount and a useful content piece. The $ 10 off is nice, but that’s not what makes me keep the rest of the mailer.

With the coupon, Lowe’s has included some checklist or small idea flipbook.

The one that really stands out in my mind despite receiving it almost three years ago (and I wish I could find an image of it) was a three-part checklist. The first list was of normal yearly upkeep chores that the average homeowner should do. Next came a list of minor upgrade projects you could do, and the last included bigger updates around your home.

The checklist idea does two things.

First, it provides me some value, especially the list of yearly maintenance projects I would probably have forgotten about. Second, by providing a list of projects, even without naming the tools or products I’d need to do them, Lowe’s has effectively made a connection between what I need or need to do, the items I need to do those things and its store and products.

If it had just provided the coupon, I would have probably pinned it to the fridge and waited until I came up with a reason on my own while the coupon expired.

It doesn’t have to be a checklist, though. You could incorporate some other physical keepsake. Items could related directly to your campaign (e.g., packet of seeds for Earth Day), something to remind them of an event they participated (e.g., a tiny billboard created from a photo booth) or something like just a simple fun game.

 

You can follow Selena Blue, Manager of Editorial Content, MECLABS Institute on Twitter at @SelenaLBlue.

 

You might also like

Who Said Nothing in Life is Free? — Lowe’s mailer photo credit

Direct Mail Marketing: Multi-channel approach achieves 700% ROI [From MarketingSherpa]

Multichannel Marketing: Direct mail, phone and email combine to lift executive briefing calls 50% [From MarketingSherpa]

Lead Generation: Simple text change leads to 104% lead capture increase


MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

Byboyercross2

Facebook Canvas: The What, Why, How and Who Cares?

Painting and phone
Don’t be fooled, Facebook Canvas has nothing to do with paint! Image via Shutterstock.

Our phones have become our lifelines. We’re following presidential debates, registering for spin classes, answering work emails — heck, I’ve even been known to blog start-to-finish on my phone.

And yet for all the time we spend on our mobile devices, there are a plethora of ways the mobile experience is lacking. One such example is a poor Facebook ad experience.

If you’re a Facebook user (and come on, you likely are), you’ve experienced slow load times when clicking on ads — perhaps you’ve even closed out of a window before the landing page loaded. It makes me wonder: How many wasted dollars get spent on premature window closing?

Clearly this was on the minds of Zuckerberg et al, too, as the folks at Facebook have recently addressed it with Facebook Canvas, a quick-loading new ad feature that allows marketers to effectively warm up prospects to their brand and offerings, thereby nudging them closer toward the conversion goal.

Naturally, Facebook Canvas has marketers everywhere humming hallelujah. But is it worthy of all the hoopla?

We're not worthy
Whoa, whoa, Wayne and Garth – let’s dig in first before we decide. Image source.

In this post we’re going to cover the following:

  • What is Facebook Canvas?
  • Why does Facebook Canvas matter to marketers?
  • How can you can leverage Facebook Canvas for your or your client’s campaigns?
  • So does this mean you can stop using landing pages for Facebook ads? (Spoiler alert: Nope!)

In the words of Wayne, “Party on!”

What is Facebook Canvas?

What are this?
But seriously, what are this? Image source.

Facebook has positioned Canvas as an “immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products.” Confused? I was, too, so let’s go a little deeper.

As we know, storytelling is an effective conversion tool. As Crazy Egg, KISSmetrics and QuickSprout founder Neil Patel put it, “If you want to increase your conversions, then start captivating your target audience by speaking to their emotions.”

Facebook Canvas allows marketers to create a visually stunning storytelling experience where visitors can zoom in on images, swipe through image carousels and even tilt their mobile device to view panoramic images.

When you set up an ad using Facebook’s new feature, the visitor who clicks on the ad will instantaneously trigger the full-screen Canvas, right within the app.

Here’s what it looks like in action:

Facebook Canvas ad
Oooo, it’s so fancy. Image source.

The visual storytelling combined with the Speedy Gonzales load time is a surefire way to get your prospects primed to click on the Canvas CTA.

But there are limitations to Canvas’ abilities. Firstly, it doesn’t offer lead capture functionality. And secondly, it’s only available for mobile, not desktop. So it’s not a replacement for landing pages, but rather a way to bolster your PPC efforts to get more conversions… but we’ll elaborate more on that later.

Don’t forget to optimize your mobile lead gen landing pages!

We put together a 12-Point Mobile Landing Page Checklist to keep you on track.
By supplying your email address, you authorize Unbounce to update you with content from the Unbounce Landing Page and Conversion Optimization Blog.

Why does Facebook Canvas matter to marketers?

For Facebook the benefits are clear: Canvas ads encourage users to leave the Facebook platform less frequently, thus allowing Facebook to accumulate more data.

Pinky and the Brain
If only Brain had invented Facebook… Image source.

For in-house marketers and marketing agencies there are many benefits, including:

  • Increased conversions. Standard Facebook ads trigger a new browser window when clicked, which can take several seconds to load, often leading to prospects x-ing out of the window. With this new format, the Canvas is triggered almost immediately upon prospects clicking the ad, meaning you connect with your audience quickly and effectively.
  • Higher engagement. With Canvas’ advanced visual features (such as video, tilt-to-view panoramic images and image carousels) you can create an immersive storytelling experience for prospects. According to early testing results, Facebook reported that 53% of test subjects viewed at least half the ads (some of which are upwards of 70 seconds long).
  • Ecommerce made easy. With Canvas you can add product catalogues and even “Buy now” CTAs to your ads, sending users directly to a check-out page.

Pretty neat, right? So what now?

How can you can leverage Facebook Canvas for your or your client’s campaigns?

Storytelling and brand awareness

The beauty of Facebook Canvas is its ability to really engage and connect with the audience’s emotions using storytelling.

I don’t know about you, but one of the most powerful emotions for me is… wait for it… hanger. (It’s no joke — just ask my co-workers.) So you can imagine the appeal of this Wendy’s Canvas:

Wendy's Canvas ad
A fast food story is my favorite kind of story. Image source.

You’ll notice that the Wendy’s Facebook ad asks a question: What makes Wendy’s hamburgers different? And rather than simply answering the question (e.g., We use grade A beef, fresh produce, warm buns — ha, I said warm buns), Wendy’s shows their audience exactly what makes its burgers different, with mouthwatering images and playful copy.

The Canvas even features a video of someone drawing with ketchup. How’s that for playing with your food?

Wendy's burger
I’m more of a Burger King girl myself. It’s the square patties — they freak me out. Image source.

Canvas allows marketers to… wait, is that a triple cheeseburger?

(Sorry, I got distracted.)

Canvas allows marketers trigger an emotional response in their audience using storytelling, which — when paired with a dedicated lead gen landing page — could result in conversion boosts.

Ecommerce

Ecommerce brands in particular  can do a little happy dance knowing they can add product catalogues and CTAs to the Canvas, making in-app browsing a breeze.

Check out how Target is using this new feature:

Target Canvas ad
Everything up until the prospect actually keying in their credit card info can be done in Facebook. Image source.

You’ll notice that all actions — from clicking on the ad to browsing the catalogue to viewing individual items — are done in the app, resulting in less friction and ultimately more sales.

So does this mean you can stop using landing pages?

Nope!

If anything this highlights the importance of using Facebook Canvas alongside a dedicated landing page.

Here’s the thing: what Canvas does really well is storytelling, which is really great for evoking emotion. If you’re successful in hitting your audience in the feels, they’re way more likely to engage in an exchange with your brand.

But Facebook Canvas doesn’t offer lead capture, only a single call to action. Which is why pairing Canvas with a dedicated lead gen landing page is crucial. Don’t get your visitors all hyped up, only to drop the ball.

Yes, it’s true, in cases of mobile ecommerce, you may be able to bypass the landing page in lieu of a well-crafted Canvas that leads to a checkout page. However, you’ll still need a dedicated landing page for all desktop visitors.

Next steps

Facebook Canvas is still in its infancy, and unless you’re a Power Editor user you need to request access to it, as it’s not enabled for everyone.

Keep in mind that while these benefits have the potential to boost your brand awareness and sales, it’s important to test Facebook Canvas and then measure its impact. It may be an excellent addition to your marketing arsenal, but only by testing that for yourself can you know for sure.

Testing


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