Tag Archive | "leads"

SEO guide to optimizing your LinkedIn profile for more connections, better leads

Learn how to craft messages for new connections and attract clients to your profile with this SEO guide to LinkedIn optimization.



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How We More than Doubled Conversions & Leads for a New ICO [Case Study]

Posted by jkuria

Summary

We helped Repux generate 253% more leads, nearly 100% more token sales and millions of dollars in incremental revenue during their initial coin offering (ICO) by using our CRO expertise.

The optimized site also helped them get meetings with some of the biggest names in the venture capital community — a big feat for a Poland-based team without the pedigree typically required (no MIT, Stanford, Ivy League, Google, Facebook, Amazon, Microsoft background).

The details:

Repux is a marketplace that lets small and medium businesses sell anonymized data to developers. The developers use the data to build “artificially intelligent” apps, which they then sell back to businesses. Business owners and managers use the apps to make better business decisions.

Below is the original page, which linked to a dense whitepaper. We don’t know who decided that an ICO requires a long, dry whitepaper, but this seems to be the norm!

A screenshot of a cell phone</p>
<p>Description generated with very high confidence

This page above suffers from several issues:

  • The headline is pretty meaningless (“Decentralized Data & Applications Protocol for SMEs). Remember, as David Ogilvy noted, 90% of the success of an ad (in our case, a landing page) is determined by the headline. Visitors quickly scan the headline and if it doesn’t hold their interest, bounce immediately. With so much content on the web, attention is scarce — the average time spent on a page is a few seconds and the average bounce rate is about 85%.
  • The call to action is “Get Whitelisted,” which is also meaningless. What’s in it for me? Why should I want to “Get Whitelisted”?
  • A lack of urgency to act. There is a compelling reason to do so, but it was not being clearly articulated (“Get 50% OFF on the tokens if you buy before a certain date.”)
  • Lack of “evidentials”: Evidentials are elements that lend credibility or reduce anxiety and include things like mentions in trusted publications, well-known investors or advisors, industry seals, association affiliations, specific numbers (e.g. 99% Net Promoter Score), and so on.
  • Too much jargon and arcane technical language: Our research using Mouseflow’s on-page feedback feature showed that the non-accredited-investor ICO audience isn’t sophisticated. They typically reside outside of the US and have a limited command of English. Most are younger men (18–35) who made money from speculative activities on the Internet (affiliate marketing, Adsense arbitrage, and of course other crypto-currencies). When we surveyed them, many did not initially understand the concept. In our winning page (below), we dumbed down things a lot!

Below is the new page that produced a 253% gain in leads (email opt-ins). Coupled with the email follow-up sequence shown below, it produced a nearly 100% gain in token sales.

Winning page (above the fold):

Here are few of the elements that we believe made a difference:

  • Much clearer headline (which we improved upon further in a subsequent treatment).
  • Simple explanation of what the company is doing
  • Urgency to buy now — get 50% off on tokens if you buy before the countdown timer expires
  • Solicited and used press mentions
  • Social proof from the Economist; tapping a meme can be powerful as it’s always easier to swim downstream than upstream. “Data is the new oil” is a current meme.

More persuasive elements (below the fold):

In the second span (the next screenful below the fold) we added a few more persuasive elements.

For one, we highlighted key Repux accomplishments and included bios of two advisors who are well known in the crypto-community.

Having a working platform was an important differentiator because only one in 10 ICOs had a working product. Most launched with just a whitepaper!

A survey of the token buyers showed that mentioning well-known advisors worked — several respondents said it was the decisive factor in persuading them to buy. Before, the advisors were buried in a little-visited page. We featured them more prominently.

Interestingly, this seemed to cut both ways. One of the non-contributors said he was initially interested because of a certain advisor’s involvement. He later chose not to contribute because he felt this advisor’s other flagship project had been mismanaged!

We also used 3 concrete examples to show how the marketplace functions and how the tokens would be used:

When your product is highly abstract and technical, using concrete examples aids understanding. We also found this to be true when pitching to professional investors. They often asked, “Can you give me an example of how this would work in the real world?”

We like long-form pages because unlike a live selling situation, there’s no opportunity for a back-and-forth conversation. The page must therefore overcorrect and address every objection a web visitor might have.

Lastly, we explained why Repux is likely to succeed. We quoted Victor Hugo for good measure, to create an air of inevitability:

How much impact did Victor Hugo have? I don’t know, but the page did much better overall. Our experience shows that radical redesigns (that change many page elements at the same time) produce higher conversion lifts.

Once you attain a large lift, if you like, you can then do isolation testing of specific variables to determine how much each change contributed.

13% lift: Simplified alternate page

The page below led to a further 13% lift.

The key elements we changed were:

  • Simplified the headline even further: “Repux Monetizes Data from Millions of Small Enterprises.” What was previously the headline is now stated in the bullet points.
  • Added a “5 Reasons Why Repux is Likely to Succeed” section: When you number things, visitors are more likely to engage with the content. They may not read all the text but will at least skim over the numbered sub-headlines to learn what all the points are — just like power abhors a vacuum, the mind can’t seem to stand incompleteness!

We’ve seen this in Mouseflow heatmaps. You can do this test yourself: List a bunch of bullet points versus a numbered list and with a compelling headline: The 7 Reasons Why 20,0000 Doctors Recommend Product X or The 3 Key Things You Need to Know to Make an Informed Decision.

C:\Users\jkuri\AppData\Local\Temp\SNAGHTML26c90c7c.PNG

Follow-up email sequence

We also created a follow-up email sequence for Repux that led to more token sales.

C:\Users\jkuri\AppData\Local\Temp\SNAGHTML4824f99e.PNG

As you can see, the average open rate is north of 40%, and the goal attained (token sales) is above 8%. According to Mailchimp, the average email marketing campaign open rate is about 20%, while the average CTR is about 3%.

We got more sales than most people get clicks. Here’s a link to three sample emails we sent.

Our emails are effective because:

  • They’re educational (versus pure sales pitch). This is also important to avoid “burning out” your list. If all you do is send pitch after pitch, soon you’ll be lucky to get a 1.3% open rate!
  • They employ storytelling. We use a technique known as the “Soap Opera Sequence.” Each email creates anticipation for the next one and also refers to some interesting fact in previous ones. If a person would only have opened one email, they are now likely to want to open future ones as well as look up older ones to “solve the puzzle.” This leads to higher open rates for the entire sequence, and more sales.
  • The calls to action are closer to the bottom, having first built up some value. Counterintuitively, this works better, but you should always test radically different approaches.

Email is a massively underutilized medium. Most businesses are sitting on goldmines (their email list) without realizing it! You can — and should — make at least 2x to 3x as many sales from your email list as you do from direct website sales.

It takes a lot of work to write an effective sequence, but once you do you can run it on autopilot for years, making money hand over fist. As customer acquisition gets ever more competitive and expensive, how well you monetize your list can make the difference between success and failure.

Conclusion

To increase the conversion rate on your website and get more sales, leads, or app downloads, follow these simple steps:

  • Put in the work to understand why the non-converting visitors are leaving and then systematically address their specific objections. This is what “research-driven” optimization means, as opposed to redesign based purely aesthetic appeal or “best practices.”
  • Find out why the converting visitors took the desired action — and then accentuate these things.
  • Capture emails and use a follow-up sequence to educate and tell stories to those who were not convinced by the website. Done correctly, this can produce 2x to 3x as many sales as the website.

Simple, but not easy. It takes diligence and discipline to do these things well. But if you do, you will be richly rewarded!

And if you’d like to learn more about conversion rate optimization or review additional case studies, we encourage you to take our free course.

Thanks to Jon Powell, Hayk Saakian, Vlad Mkrtumyan, and Nick Jordan for reading drafts of this post.

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How to Turn Leads Into Clients with Modern Email Marketing

When it comes to building an audience that builds your freelance or consulting business, email remains the undisputed heavyweight champion. Email was the original “killer app” — everyone uses it, and that’s why it’s been the absolute best channel for digital marketing and audience building. And yes, that’s still true in 2018. The stats don’t
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SearchCap: Target partners with Google, Capture leads with calls & 50M Local Guides

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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B2C Marketing: How Skyjet developed an app to increase leads through cost transparency

This year at MarketingSherpa Summit, we interviewed Jonathan Levey, Senior Digital Marketing Manager, Flexjet, about the company’s journey developing an app for its Skyjet brand that both aligned with business strategy and exceeded customer needs.
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SearchCap: Penguin & link building, PPC leads & social

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Penguin & link building, PPC leads & social appeared first on Search Engine Land.



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Structuring Your Projects For Passive Income And The “Holy Trinity” That Leads To The Perfect Business

This edition of Everything Entrepreneurship with Walter and Yaro focuses on passive income. We also review what I call the “holy trinity” of concepts necessary to feel completely satisfied with your business, especially as a lifestyle entrepreneur. [ Download MP3 | iTunes | Soundcloud | Raw RSS ] Here are some of the subjects we discussed –…

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Engagement over display: Video leads the way in online ad growth

October-2019-PDF-Calendar-Style-6-PNG“Static display ads are so 2014!”

That’s what they’re going to be saying in 2019, when video ads rule the internet airwaves.

Forrester just released their latest North American Online Display Advertising Forecast and the numbers are incredible.

They predict that US online display advertising will grow from $ 19.8 billion this year to $ 37.6 billion in 2019. That’s a compound annual growth rate of 13.7%.

By comparison, the offline market is expected to grow at an average annual rate of only 1%. Dollar wise, offline is still way ahead of online with a whopping $ 239 billion in revenue but it’s a continuation of a shift that started a few years ago.

Fueling the online fire is the move from static (or bouncing) banner ads to truly interactive, engaging forms of advertising.

Video and Mobile Continue to Climb

Forrester predicts 21% annual growth for video advertising. That means video will be responsible for more than half of all desktop online display ad revenue by 2019. Part of the reason for the growth is that video translates well on mobile.

Mobile is expected to rise 24.5% CAGR making up 38.6% of total online display ad revenue.

Here it is, all mapped out for you. (Courtesy of Forrester Research)Forrester 2019 Growth

 

Static images and text ads are on the decline. It’s a slight slope but clearly these old school ads are on the way out. Text ads work on a Google search results page but when you see them on a blog they just look dated. Rich media in general is on the rise but video is likely to overtake it in the next two years.

As we move toward more engaging ads, we’re also going to look for new ways to measure success. Counting clicks is fine – though you can run into an issue with click fraud – but we should also be looking at time on task and sharing. Are people watching your entire video message? Are the majority of people hitting “skip” on YouTube. Why are they hitting skip? Is it badly targeted or maybe you need a more compelling pitch at the start of the ad.

The same goes for other types of rich media ads. Are people sharing your content with others through social media? Are they playing your games and taking your quizzes?  The longer someone stays engaged, the more likely they’ll be to remember your brand. I might not be interested in your hotel now, but which hotel chain am I going to think of when I have to go away on an unexpected trip next month?

I’m excited to see what advertisers will come up with because as a customer, I feel bad when I click to skip or close or ignore your ad. I want to engage, you just have to find a way to get me excited enough to stick around for the full ride.

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Structuring Your Projects For Passive Income And The “Holy Trinity” That Leads To The Perfect Business

This edition of Everything Entrepreneurship with Walter and Yaro focuses on passive income. We also review what I call the “holy trinity” of concepts necessary to feel completely satisfied with your business, especially as a lifestyle entrepreneur. [ Download MP3 | iTunes | Soundcloud | Raw RSS ] Here are some of the subjects we discussed -…

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The Pain-Free Guide to Generating Valuable Leads From Online Forums

large concrete sculpture of two hands shaking

Serious about making your living via the Web?

Then you’ve likely shelled out good money for an online course or subscription that includes access to a forum.

And if you’re anything like me, you eagerly devour the webinars, worksheets, and ebooks … but avoid the forum, as you would the pee-smelling seat on the train.

I’ve seen forums more tedious than an office cocktail party — chock-full of people who want to talk about themselves and cozy up to important people.

Not to mention it’s a total time suck to wade through all the threads before you find anything interesting.

But it turns out, my attitude was a bit cynical.

I recently found a different type of forum — one that changed my mind.

When I ventured into Copyblogger’s Authority community, something caught my eye: Someone had created a thread called “Looking for great writers for my team.”

Hello.

You can find substantial leads on forums?

Yes, you can — quickly and easily.

So, here’s your pain-free guide to using forums for finding great leads and converting them into clients.

Why forums?

Forums are the first place many smart people look when they want to find someone competent.

Think about it — if you need an experienced writer, where should you look: Craigslist, or a forum populated with Copyblogger readers?

The choice of venue speaks volumes about the potential client.

And when you contact a prospect you found in a forum, you already have a connection — “Hey, we’re both in this great forum!” — as opposed to cold calling or sending an unsolicited email.

What types of forums work for lead generation?

Some forums make more sense for hunting leads than others.

When you’re considering joining a forum, ask yourself these key questions:

  1. Who’s in there?
  2. What are the chances they need my services?
  3. How much did they pay to get in?

Let’s apply these questions to some examples.

Example 1: The Freelance Writer’s Den

This forum is part of a subscription service for freelance writers. It’s fantastic for getting advice and swapping war stories. However, leads in the forum are sporadic, with stiff competition, since it’s populated mainly with other professional writers, not people looking to hire writers. It’s a great site with a lot to offer, just not necessarily the right place to prospect for clients.

Evaluate the forum’s participants and focus before you spend time looking for leads.

Example 2: Authority

This is Copyblogger’s subscription service that offers scads of content marketing resources like ebooks, seminars, and webinars. The forum is populated with plenty of other copywriters like me, but also with entrepreneurs who understand the importance of good content. And some of those people need writers.

If access to a forum requires a subscription fee, that’s a good sign someone is willing to invest in her business. Asking “how much did they pay to get in?” is a measure of seriousness when considering whether or not to use a forum.

Example 3: Seth Godin’s Modern Marketing Workshop

This is a class forum populated with budding entrepreneurs. Seth teaches them that good writing is essential, so they may be the right audience for you. You can explore the forum for leads, but always qualify prospects carefully to make sure they have a budget for your services.

Now that you know how to find the right types of forums, it’s time to log on.

How do you interact in a forum?

Once you’re in a forum, you may not know where to start.

Follow these tips:

  • Focus: Check for a topic or thread called “Community” (or something like it) that is specifically designed for networking. There may even be a “Help Wanted” thread — if there is, subscribe to it!
  • Search: Use the search function, and type phrases such as “looking for writers” or “need freelancers.”
  • Mingle: Find threads that genuinely interest you, read them, and add to the conversation in a meaningful way.
  • Contribute: Post a link to a great free resource you just discovered. Answer someone’s pressing question. Make yourself useful.
  • Participate: When you leave a post, check the “notify me of follow-up replies via email” box. It’s rude to start a conversation and then walk away.
  • Stay vigilant: If you get flaky vibes from someone, steer clear of offering your services, or at least carefully qualify them.
  • Strategize: Get involved during peak times. For example, forums may have more activity shortly after a class launches. You can usually see the last time there was activity on a given thread.

Here are some actions to avoid:

  • Hitting and running: Don’t log on, post a thread that says “Hey, I’m a great writer looking for work. You should hire me,” and then leave your email address and log off, never to return.
  • Brown-nosing: Don’t suck up to the person who runs the forum. Yuck. People who run forums want them to be useful places for their audience to connect, not a venue for empty flattery. You will make them happy by engaging others.

How do you approach leads?

Let’s say you find a fresh “help wanted’ post. You may be excited, but slow down and do your homework. Google the prospect and review his or her website.

Do you like the person’s website?

If so, craft a friendly email.

You may be tempted to respond to the forum post itself, but email is more direct and effective. I’ve never seen a “help wanted” post that didn’t include an email address, but it could happen. Look at the prospect’s website to get the correct email address or perform another Google search.

Keep the email short and include these elements:

  • Reference the forum where you found the “help wanted” post
  • Demonstrate why you’re a good fit for the position
  • Provide a link to samples
  • Say “thank you”
  • Close with a non-pushy invitation to contact you

Here’s the type of email that works for me:

Subject: Your forum post on Authority and your writing needs

Hi _______,

I was excited to see your post on the Copyblogger Authority forum about your need for writers. I want to throw my hat in the ring, as I believe my skills would be a great fit for your agency.

I’ve been a freelance writer since 2010, and I’ve recently deepened my love for content marketing by joining Copyblogger’s content certification program and taking a workshop on modern marketing from the incomparable Seth Godin.

If you want to know what it’s like to work with me, here’s what one client has to say about my abilities: “[succinct, descriptive testimonial]” ~ [testimonial provider's name and company]

You can read some of my work on my website: [your website URL].

I’m truly excited about helping you [meet specific goal from the forum post]. Thanks so much for your time and reviewing my qualifications. I can be reached by phone or email: [your contact info].

Best,

[your name]

The first time I used this method, I got a reply back two days later. We had a follow-up phone conversation, hit it off, and launched a long-term working relationship.

I’m now hooked on using forums to find valuable prospects.

What methods have helped you get the most value out of your time spent in forums? Let’s discuss over at Google+.

Explore the Authority forum for yourself …

Ready to get exclusive content marketing training and generate new leads for your business?

Try the Authority community risk-free for 30 days.

Flickr Creative Commons Image via Nicola Corboy.

About the Author: Sue Campbell is a copywriter and Copyblogger certified content marketer. A former business systems analyst, she always avoided office cocktail parties, but loves an honest, cozy conversation. Follow her on Twitter or Google+.

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