A Marketer’s Guide To Managing Projection Bias
News flash: Everyone’s biased. Yes, even you! And there’s nothing wrong with that. It’s part of human nature, and it comes with the territory when we all bring unique perspectives and experiences to the table. But, in marketing, you have to manage projection bias—it may be natural, but you can’t let it get in your way. Unchecked projection bias can cause you to lose your connection with some of your customers, leading to missed opportunities. Challenging projection bias leads to better marketing through audience connection and inclusion. But to challenge it, you need to be able to identify it and address it. What Is Projection Bias?Projection bias assumes other people have the same beliefs, attitudes, and thought patterns as you do. It can also be the assumption that your future self will have the same wants as your present self. In both cases, you project your thinking to a place where it may no longer be accurate. For example, if you love chocolate, you’re likely inclined to assume that everyone else does too, even though it turns out 10% of the population don’t eat chocolate at all. Projection bias has consequences.These examples may be pretty benign, but projection bias can become problematic quickly and have more severe outcomes. We don’t know upfront whether our biases are benign or problematic, and that is why it’s imperative to be proactive about challenging projection bias. How does projection bias play out in marketing? You could miss out on essential data, for one. Let’s say you’ve personally bought less from leisure and events brands lately due to the pandemic, so you figure they would have a lower landing page conversion rate in 2021. According to the Conversion Benchmark Report, though, it turns out that the rate still managed to go from a 4.7% median to a 5.2% median. It shows how important it is for marketers to look at the data instead of making assumptions. How to Wrangle Your Projection Bias in Your MarketingEveryone has projection bias, but they can also work around it. These tips will help you create content tailored to your customers’ preferences instead of yours. 1. Explain what seems obvious to you.What’s common sense to you isn’t always common sense to your audience. After you spend so much time with your product, it becomes second nature to you. But it’s still brand new for your audience. Let’s say you sell machinery. You might know that one of the parts is necessary for the machine to work properly, but your buyers may not. And you’ll learn the hard way why you need to explain the importance of the part if you’re the one who’ll be responsible for fixing the machine when it (inevitably) breaks down. So, again, explain the “obvious.” In fact, assume nothing is obvious… and go from there. You know what rocks about this tactic? Well, it gives you more ideas for your marketing. Let’s look at this Unbounce landing page from Packlane that follows this method. While it might be a no-brainer for a Packlane team member to measure packed items carefully and to add .25 inches as a buffer, there’s a good chance Packlane customers might not know. Packlane’s “Size Matters” landing page walks the customer through each step of the process. 2. Get to know your audience.Yeah, I know—it’s one of the most popular pieces of marketing advice out there. But it’s so common because it’s true! You need a deep understanding of your audience so you can deliver content they enjoy and understand. This knowledge includes their awareness of your product, the language they use (often called the “voice of the customer”), and their tastes. Plus, paying attention to your audience puts you ahead of most marketers. Despite this best practice being common knowledge, 65% of marketers do little to no audience research. (Not you, I’m sure. You’re on top of things, right?) You’ve got a lot of sources for getting to know your visitors. Dig deep into your audience’s psychographic and demographic info with surveys and focus groups. Or, better yet, reach out and have some conversations about their needs. Real-time landing page data will also give you a look at your audience’s behavior. In partnership with Fat Stone Farm, Webistry took a new angle on a popular product thanks to audience research. Fat Stone Farm’s elderberry products typically sold well in the winter, but Webistry found an opportunity for summer marketing through understanding their audience. They found there was an interest in natural health among their audience, so they made a campaign based on adding elderberry shots to smoothies. (Guess what? It worked like gangbusters.) 3. Bring in more perspectives.Here’s an important tip: If everyone on your team has similar backgrounds, you’re probably missing out. A team without diverse perspectives can lead to missed marketing opportunities. For example, what if you run a campaign that makes sense to your team, but you later discover that it contains too many buzzwords that outsiders couldn’t understand? Most industries are full of jargon, after all. You could avoid that type of pitfall by having a non-expert outside your department look at your campaign. When you include diverse experiences and perspectives in your work, you’ll also counter biases that you’d otherwise miss. For example, let’s say you sell men’s shampoo, and a female team member mentions that she buys her husband’s shampoo. There’s an opportunity to market your product to women as well as men. This is another tactic where Smart Traffic shines. Case in point, if you made a landing page for that shampoo, you could create different versions for people of different genders. Then Smart Traffic would use machine learning to send visitors to copy that better matches their gender and personality. Diverse perspectives also matter when it comes to factors like accessibility. Even if you don’t have folks on your team who need accessible tech, you could learn from disability advocates how to make your landing pages more accessible. Alternate text for images is a hot topic in search engine optimization (SEO), but it also helps visitors using screen readers. Try keeping them in mind by always filling out the “Alt Text” field when you add an image to your landing page. You can add plenty more accessibility features to your landing page that you might miss if you don’t use them yourself. Fortunately, Unbounce automates a lot of the technical stuff. With those elements covered, you can work on factors like color contrast and Google’s Lighthouse tool’s Accessibility score. Be Mindful of Your MarketingCongrats! If you’ve gotten this far, you’ve completed the first step to overcoming projection bias: Being aware of it. So give yourself a pat on the back, you savvy marketer, you. What’s next?
Combating projection bias can help avoid negative outcomes, but it will also set you up for success in the future. And tools like Unbounce’s Smart Traffic make the job easier. Smart Traffic automatically adjusts where it sends your traffic to account for everyone’s differences. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/06/a-marketers-guide-to-managing.html June 24, 2021 at 03:22AM
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How to Make High-Converting Landing Pages for Every Step of the Buyer’s Journey
We all impulse shop online every now and then, but the truth is, most customers aren’t ready to commit the moment they first see your brand. For the typical consumer, a purchase comes after a series of moments, choices, inquiries, and experiences that slowly bring us closer and closer to a buying decision. We think about it. We shop around. We read reviews. We ask our friends. We think some more. That’s why we call it “the buyer’s journey.” And like most journeys, it usually takes a little while to get to the destination. When you understand this journey and know where your consumers are within it, you can serve up customized content and landing pages optimized for each phase of the decision-making process. The Buyer’s Journey and Your Marketing StrategyThe buyer’s journey is a framework that presents the stages a customer goes through as they decide to buy something. Since someone’s stage in the buyer’s journey affects how they understand marketing, the buyer’s journey impacts copy, audience targeting, content, and campaign strategy. In the marketing world, this concept means that you can’t use a “one piece of content fits all” strategy. Everyone has different intentions when they see your content, and they’ll have different reactions too. (Okay, quick side note—the buyer’s journey is separate from the customer journey you’ve seen on the Unbounce blog. Every business has a unique customer journey map. But the buyer’s journey is a universal concept that you can apply to anyone’s audience.) Stages of the Buyer’s JourneyWhile it’s possible to break the buyer’s journey into five or more steps, we’re going to focus on the big three: awareness, consideration, and decision. These stages are straightforward so anyone can begin to understand their audience’s buying process. 1. Awareness: Customer, Meet BrandPeople in the awareness stage are unaware of your product. They might know they have a problem to solve, but not that you’re there to help. During this stage, it’s your job to let them know you exist. At this step in the buyer’s journey, informative content works better than promotional content. Think of it this way: Imagine a dating prospect proposing marriage or asking to meet your parents before you’ve even had your first date? I mean… Yikes. Don’t do the same thing to these prospects. Since these prospects don’t even know who you are yet, they’ll prefer content that presents you as a new option instead of forcing an aggressive sales pitch on them. The best landing page content for folks in the awareness stage educates them about the brand and offers something of value that addresses their needs. Sometimes, landing pages at the awareness stage are gated or combined with a lead magnet, which offers something in exchange for the visitor’s email. When you capture the contact information of these newly aware potential buyers, you can continue your conversation with them through the subsequent stages. (It’s kind of like asking for their number so you can schedule another date.) Later brought in tons of leads using a gated landing page they made in Unbounce. Customers entered their emails in exchange for free icons. Thanks to this landing page, Later can get in touch with them to keep them thinking about the platform. Unbounce has tons of lead generation templates that allow you to make one of these landing pages in a jiffy. And they work—Later sees an average conversion rate of 57% on this example page. 2. Consideration: Getting to Know YouIn the consideration stage of the buyer’s journey, the customer knows your brand and the problem they need to solve. But, they also know about other brands that could solve that same problem. They’re weighing the available options and need to hear why they should choose you. Content in the consideration stage offers more product details than content in the awareness stage. These folks want to know what they’re buying and now’s your chance to tell them. This is the stage where you might talk about features and benefits, compare yourself with competitors, and share what makes you different. Now, keep in mind, you still don’t want to go fully promotional at this point. Customers in the consideration stage aren’t making a decision yet. Instead, they’re collecting information that they’ll use in the next stage. As IMPACT puts it, you’ve gotta focus on the solution you provide. Need an example? Take a look at this ActiveCampaign landing page from the Unbounce list of best B2B landing pages. On this landing page, ActiveCampaign showcases its personalization and segmentation features. It accomplishes two goals:
The ActiveCampaign team chose the platform’s most distinct features in this case. With this approach, the page starts to set the software apart from the competition without getting too aggressive. If you peep the full landing page at the link, you’ll also see some social proof that establishes ActiveCampaign as a contender. If you’re still figuring out which of your product features will catch potential buyers’ eye best, try testing landing page variants that highlight separate features and compare their conversion performance. 3. Decision: Going in for the ConversionYou’ve got your prospect’s attention in the awareness stage and kept yourself in contention during the consideration stages. Next is the grand finale: the decision stage. Just because you’ve gotten this far doesn’t mean you can phone it in from here on out. The deal’s not sealed yet. After all, 81% of web users have left an online conversion form before finishing it. Snagging that conversion will take all you’ve got. Content for the conversion stage doesn’t shy away from promoting its product. Now’s the time to give that sales pitch and flaunt those results. Sales pages are landing pages designed specifically for this step in the buyer’s journey. They lead the visitor to conversion with compelling copy and visuals. The reception service Ruby uses full-on sales copy for the headline and supporting copy on this sales page. It’s all about the benefits, baby. Landing pages for the decision stage should be hyper-focused on conversions, meaning the calls to action here are designed to get folks over the finish line. They include buy, sign up, call, schedule, add to cart, and other clear requests for conversion. Unbounce tracks conversions and works with Google Analytics to give you detailed stats on your page’s performance. With so much data at your fingertips, you’ll be able to catch which pages are grabbing those conversions. It’s All About Playing the Long GameA marketing campaign focused on the buyer’s journey requires a time investment. Your customers might not buy now, but that doesn’t mean they won’t in the future. You’ve just gotta keep customizing your landing page content to match your audience’s experience. Always think of the stages of the buyer’s journey as you plan, create, and execute your marketing projects. You’ll see a difference in conversions as you keep at it. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/06/how-to-make-high-converting-landing.html June 22, 2021 at 06:22PM
Improve Your CPA to Make the Most of Your Marketing Budget
Marketers talk a lot about getting customers, but not so much about what it costs. Nowadays, achieving growth and gaining new audiences solely through organic search is tough, so most marketers supplement these with pay-per-click (PPC) ads. Paid ads are a smart move, but you’ve gotta invest in them the right way. Otherwise, you’re just throwing money right out the window. How do you know you’re getting the best spend on your ads? Cost-per-action (CPA) is one way to measure this. It’ll give you a bird’s-eye view of what you’re paying to get results. Let’s explore what CPA is, how it works, what causes a high CPA, and what you can do to lower it (to get more bang for your buck). What is Cost-Per-Action and How Does It Work?Cost-per-action (CPA) is the average amount you pay for a customer to take an action like:
In your marketing strategy, your CPA can measure the cost of any action a customer takes, so it’s flexible. For example, a CPA for your app could be a download, and a CPA for a magazine could be a subscription. You might see some people define cost-per-action as the average cost for a conversion, but whether you can use those two terms interchangeably depends on what a “conversion” is for your campaign. For example, your main conversion metric might be a purchase, but what you’re actually trying to measure is your cost per landing page view. CPA is calculated using a simple formula: Ad spend ÷ Number of actions taken You can also set a target CPA: The CPA you want your ads to achieve. This is sort of like reverse-engineering your spending by deciding the maximum amount you’re willing to pay per action and adjusting your campaign to meet that goal. Tools like Google’s Smart Bidding feature can help you keep your current CPA close to your target CPA. Keep in mind that cost-per-action is different from cost-per-acquisition (also called CPA) and cost-per-lead (CPL). Cost-per-acquisition is the cost of converting someone into a customer, which likely requires a series of actions. Meanwhile, cost-per-lead is the cost of getting a lead, whether they become a customer or stay a potential one. (From here on out when we say CPA, we’re talking cost-per-action.) Google’s Quality Score, CPA, and YouGoogle’s Quality Score measures the quality of the experience your ad gives its viewers. A higher Quality Score means that Google thinks you have a more relevant and valuable ad. Google adds up your Quality Score using three factors:
Peep again at that last bullet--your landing page affects your Quality Score, so it also impacts your CPA. How exactly does Quality Score change your CPA? According to Google, Quality Score tends to lower cost-per-click. And if you want your customers to take action, they have to click on your ad. What Can Cause High CPA?A few factors besides Quality Score can crank up your CPA:
In other words, you need to be on top of your ad game to keep your CPA manageable. But what does a high CPA even look like? Data from WordStream (via Statista) shows that the average CPA varies by industry. While a B2B company spends an average of $116.13 on a Google search ad, a tech business pays around $133.52. Keep up with your industry’s research to see how your ads stack up. Find Out What’s Causing a High CPAAs you just learned, there’s a bunch of reasons why your CPA is high. So you’ll need to organize those potential causes through careful tracking. These strategies will help you track your ads in detail and catch issues early on:
How to Keep Your CPA in CheckSo, you found out you have a high CPA. Now what? Start the path to a lower CPA by making a couple of tweaks to your ads. Here’s where to start: 1. Press pause on poor performanceSometimes, an ad doesn’t do the trick. Maybe the copy isn’t quite right, or the image isn’t catching the audience’s attention. There’s no shame in pausing a low-performing ad to focus on the ones that do perform. Think of it as the KonMari method for your ads, but instead of keeping only the things that spark joy, you’re keeping ads that spark action. Ding! If you’re not already optimizing your landing pages, you should really get into that habit. For example, data scientist Tomi Mester tested two landing page variants and found that one version drove 45 conversions, and the other got 88. So imagine how much lower the CPA must have been on the second post since it converted with fewer wasted impressions. 2. Give your landing pages some TLCIf your ad campaign involves landing pages, remember to monitor their quality as much as you do your ad quality. CPA is a team effort among all of your campaign elements, including your landing page. When your goal is to drive traffic and conversions on a landing page, your landing page’s quality will take your visitors through to conversion. Of course, landing page quality is in the eye of the beholder. Different landing page designs will appeal to different audiences. To account for this, you could spend a lot of time switching your targeting and design. Or, you could let smart technology do the heavy lifting. Smart Traffic saves you the guesswork by automagically redirecting traffic to the landing page variants that appeal to them. Sometimes a difference as slight as the color scheme will affect conversions, and Smart Traffic catches on. Take it from the ConstructConnect team. They directed traffic to three different landing page variants—two of which varied only in their design. That simple division in Smart Traffic drove an overall conversion lift of 35%. 3. Jazz up your content with videoVideo can make a world of difference in ad conversion potential—especially for landing pages. Adding a video to your landing page can increase conversions by as much as 86%. This stat checks out on a common-sense level. Video is often easier to digest than tons of copy. Plus, as a moving visual, it catches more attention than text or images alone. Even if you don’t have the budget to do a full-on production, try a landing page with a video background. Some Unbounce templates have these backgrounds built-in with room for a few seconds of video. You could record something simple yourself or use a stock option. Vidyard shares a Slack landing page with a simple video callout that you can use for inspiration: 4. Retarget interested customersWhy focus all of your targeting on new customers when you already have interested folks in front of you? Try retargeting campaigns with ads and landing pages focused on bringing back previously interested people. This way, you don’t have to do as much heavy lifting on the CPA front because you already have an easy in from those previously interested. Every customer goes through a journey that isn’t always straightforward. For example, instead of going straight from ad to sale, they might start a signup and leave it for a month. These folks may need an extra nudge to make it to checkout. In Love Child Organics’ case, the nudge was a coupon on an Unbounce landing page. One of this page’s audiences was families who knew the brand. Love Child Organics got visitors’ email addresses, and visitors got a coupon to encourage them to spend--win-win. Happy CPA = Happy BudgetYour CPA is an important indicator of your ads’ effectiveness, and there’s lots you can do to optimize it. As you check your other KPIs, make sure you’re keeping an eye on your average cost-per-action. That way, if your CPA seems to be creeping up just a little too high, you can put it back on track. You’ll get more conversions for your money, and who doesn’t want that? Unbounce simplifies CPA tracking with Conversion Goals. Check a few boxes for the actions you want to track, then let Unbounce do its stuff. Sign up for a free trial to give it a whirl. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/06/improve-your-cpa-to-make-most-of-your.html June 10, 2021 at 05:22PM
How to Make a Great Facebook Ad (With Examples)
There is so much content flying around on the internet that it’s challenging for brands to stand out through all the noise. When you post something, you never know if it’s reaching the right audience at the right time. If only there were a way to reach people with characteristics of your ideal audience across a platform that has over 2.7 billion users. Oh wait, there is. Facebook is no longer just a tool for seeing what your grandma is up to. (She’s doing fine BTW; she won $18 at bingo yesterday.) Facebook ads are a goldmine for marketers—if they’re used strategically. How Do Facebook Ads Work?Facebook ads work by cutting through the noise and showing your ad on Facebook users’ news feeds. Based on Facebook’s database of profiles and the targeting parameters you set, Facebook will serve your ad to someone who fits your target audience. There are four main elements that make up a Facebook ad:
The ads tool also includes a variety of audience segmentation features. You can target by the traditional demographics such as age or location. You can dive in even further to get more specific characteristics such as level of education, job title, or income. (Currently running an ad that’s targeting millionaire ice cream taste testers. We just want to talk… and learn. ) The magic is in the customization. With a database this huge and enough data to drill down to a hyper-specific group of people, Facebook makes sure you’re reaching your target audience and routing them to your site. What to Keep in Mind When Making an FB Ad“Nothing successful ever came from a strategy with no goal,” said every marketer ever. Before you run off and launch a campaign, you want to establish what your goals are. Facebook Ads Manager allows marketers to choose one of three goals for their ad. The goals represent three different stages within the sales funnel:
You’ll also want to clearly define who your target audience will be. Blasting your content to anyone and everyone isn’t as beneficial as you’d think. The more carefully you define your audience, the more likely you are to choose the targeting parameters that help your ads reach them. Here are some of the options you can choose when defining your audience in Facebook Ads Manager:
These settings can be adapted in an endless number of combinations, allowing you to focus on the right audience and exclude anybody who won’t be a fit. (Nothing personal.) If you already know who your audience is, you can also allow Facebook Ads Manager to create a lookalike audience of new people with similar characteristics. Examples of Facebook Ads to EmulateThe Birthday Sale from BooklinenThis ad from Brooklinen is simple but effective. Using the tools of visual hierarchy, this ad features large high-contrast text that stops a viewer mid-scroll and cuts right to the chase: There’s a sale. Once the large header pulls you in, the copy below lets you know it’s the biggest sale of the year. The “Shop Now” CTA should compel an interested prospect to take advantage of the promotion. IKEA’s Shoppable Outdoor AreaHow many times have you seen an interior design setup and thought, “Tell me where I can purchase ALL THE THINGS. I want to recreate this!” IKEA went with a visually-appealing “get the look” approach in this ad, which features a beautifully staged outdoor scene. Below, there’s a carousel of the items featured in the scene, and when you click “More,” you see larger images, model names, and prices. By adding this second page to the ad, IKEA is helping guide readers from awareness (“Whoa, that’s cool patio furniture”), to consideration (“That’s a good price for that chair”), and hopefully through to conversion, with the “Shop Now” CTA. How To Water Your Plants From BloomscapeIn this ad, Bloomscape used a short educational video to teach their target audience the proper way to water plants. This ad is great for a few reasons. It focuses on a pain point of the target audience and offers an upfront no-click solution that establishes Bloomscapes’s authority and builds trust with the audience. Using a video—instead of images—also helps this ad stand out in an image-heavy feed. Secretlab’s Top Rated Gaming ChairHow many times have the reviews for a product influenced your purchase decision? “To buy or not to buy? That is the question.” Knowing that people rely heavily on the word of others, Secretlab featured social proof snippets from the press and consumers to help persuade their audience to consider their chairs. The image is nothing special, but the copy’s mention of “300,000 happy users and 2,000 5-star reviews” creates equal parts FOMO and trust in the product’s quality. Since their ad offered scant details about the product itself, the “Learn More” call-to-action button drives people to explore why these chairs are so highly rated. If you’re not using reviews or testimonials in your ads, learn more about how to leverage social proof. The Tatum Modular Collection from Interior DefineThis ad from Interior Define captivates viewers’ attention with a unique image selection. When the ad first comes through your feed, it appears to be a static image of an ottoman. After a few seconds, the ad image switches to a view of that ottoman open, revealing its storage feature. The motion of the GIF is certainly eye-catching, and once you’re hooked, the copy and CTA team up to seal the deal. Overtone’s Color Quiz for 20% offOvertone brings a promise of satisfaction in their Color Quiz ad. The static image features an oversized headline with the guarantee of the “perfect shade” and the promise of savings. (It helps that there’s a purple-haired model in the photo to catch your eye, too.) The copy acknowledges the challenge of choosing your hair color and offers their quiz as a tool for alleviating that pain, showcasing their authority. The ad provides the added incentive of “20% off” for completing the quiz. Tracking Your Facebook CampaignsYou’re not finished once you publish your ad. This is where the rubber meets the road. Create multiple variants to test how ad performance is impacted by different:
You may find that static images are performing better than videos or that different CTA copy drives more conversions. Once you find out what formula convinces users to click on the CTA, you can take it to the next level by optimizing your connected Facebook landing page:
One of the best ways to lose money in marketing is to generate tons of traffic with paid campaigns, only to have viewers lose interest when they visit your site. No matter what targeting parameters you take advantage of and how you optimize your ads on Facebook, make sure you’re ready to nudge the buyers along their journey with a landing page that suits their needs. If you don’t know what you should include in your landing pages to keep your audience engaged, try Smart Traffic to help you tailor your pages to every visitor. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/06/how-to-make-great-facebook-ad-with.html June 08, 2021 at 05:22PM
Why Your Marketing Strategy Needs a Conversion Funnel (and How It Works)
via Blogger http://samanthasmeyers.blogspot.com/2021/06/why-your-marketing-strategy-needs.html June 03, 2021 at 05:22PM
Retargeting Ads That Will Bring Your Audience Back (With Examples)
You know that one ad you keep seeing: The one for that embarrassing t-shirt your friend messaged you about that just couldn’t be real? (It was. Yikes!) Your curiosity got the best of you for one second, and now that cringe-worthy tee is following you around, cozying up next to your cousin’s baby announcement on Facebook, and squeezing in between your friend’s selfies on IG. Experiences like this can make you think that retargeting ads—those ads that resurface products and services you looked at but didn’t take action on—are too pushy and sales-y to be worth including in your marketing strategy. (Nobody wants to be that type of marketer.) But the truth is that most people kinda like retargeted ads—when they’re well-targeted. We’re pleasantly surprised when that book we meant to buy shows up in an ad next to our favorite sports column or when a social ad lets us know that a previously sold-out concert tour has added some new dates. Because let’s face it: The internet can be distracting. It’s easy to close the wrong tab, run to read a new email while browsing, or open up a Slack notification before you hit “check out.” A well-targeted reminder helps consumers as well as businesses. For example, data shows that retargeting ads can yield a 10x increase in click-through rates (CTR) since users are already familiar with the brand or product. Since only 2% of web traffic converts, it’s worth seeing if some well-planned and well-placed retargeting ads can help bring those almost-ready-to-buy prospects back into your world. What Is Retargeting, Really?Retargeting is a powerful form of PPC advertising that leverages tracking technology to identify individuals who have previously engaged with your brand in some way and serves them ads on a variety of platforms to try to re-engage them. That engagement can come in a variety of forms: Click through an intriguing display ad. Engage with your social content. View multiple pages on your website. Subscribe to your newsletter. Sign up for your webinar. Request a demo. Retargeting ads allow you to finish the job and turn prospects into leads. The folks at Periscopix are excellent at this. They retargeted 20 audience segments who demonstrated intent to purchase using Google Display Ads based on location, language, and on-site behavior. Six months later, they had decreased cost per acquisition by 34%, generated a 1,300% ROI, and increased the order value for Watchfinder by 13%. They did this again for global payment client World First, creating segments of nano and micro conversions to increase the relevance of ads sent to those specific audiences. This time they increased account signups for the Australian office by 105%. Retargeting Ads Increase Brand Recall and Turn Bounces Into LeadsThere’s a winning formula for marketers that can help sales teams move buyers efficiently through the sales funnel: Awareness + Conversion Retargeting = More Conversions Understanding what causes leads to drop out before they convert can inform the mix of retargeting ads you create and run, helping you to increase qualified leads and reduce cost per acquisition. For example, OakBeamUK reached out to Digital Gearbox when they realized over 90% of their traffic was visiting their website without converting. The cost for converting a customer was climbing fast. (Ouch.) So, Digital Gearbox set out to re-engage past visitors with two CTAs: inquiry and purchase. They doubled down on brand awareness by delivering a total of 340,000 display ads to past visitors and serving varied messaging in their Google Adwords campaign to re-capture 1,419 visitors in just three months. It’s important to remember that, as marketers, we’re responsible for end-to-end strategies. Sales teams not only count on us to create demand but to sustain it. Let’s check out some brands that are doing it right to see what we can learn. 1. Monday.com uses creative visuals for conversionIf you work in business, I’d be surprised if you hadn’t seen an ad from Monday.com. But I’m guessing you’ve seen their general brand awareness campaigns, not their hyper-targeted conversion campaigns. Take a look at this Monday.com ad. What stands out to you? Even if you’re not in real estate, you know immediately who this is for. The text mentions three long-tail keywords:
They’re not delivering the general brand awareness message about “managing team workflow and projects on an adaptable platform” here. Instead, they’re using language that’s familiar and relatable for real estate agents. Their target customers see what the platform looks like on the inside within their professional context. By personalizing dynamic Facebook ads specific to real estate this way, Monday.com increased conversion rates by 50% and received 80% ROI. That type of personalized messaging makes your ad 42% more likely to convert, so you probably want to think about building this “just-for-you” positioning into your next retargeting campaign. 2. Nespresso uses dynamic Display Ads to increase CTR by 23%Nespresso wanted an “always-on” tool that delivered customized messaging to users who engaged with their website. The aim was to close conversions through both generic and campaign-specific audiences—and have them run in parallel. This is a massive undertaking. Each campaign would require 200-300 digital assets. So how can you produce real-time creative ads while also guaranteeing relevant messaging? Designing a template with dynamic elements that can be triggered and changed through a vast HTML structure allowed them to customize each ad campaign’s look, style, and feel. The dynamic banner ads, customized based on key user interactions like “page viewed” or “added product to cart,” found previous site visitors on other platforms. Nespresso’s impressions increased by 52%, while their conversions skyrocketed by 57%. While a project this expansive may be out of your scope, Nespresso’s campaign success speaks to the importance of using creative visual templates that can scale your reconnection with prospects through non-intrusive advertising. 3. Airbnb reaches across the globe with Google Display AdsAirbnb’s presence across social platforms is tough to miss. They’ve been using dynamic display ads for retargeting a global customer base for over four years, seeing real success in 2017 when they reported a 3X increase in return on ad spend and a 47% lowered CPA. Wowza! The company capitalizes on search intent by sending location-based ads to folks whose search behavior indicates they are planning their next trip:
That intent triggers the message match for that customer journey, with custom ads leading to personalized landing pages that focus on accommodation in the place of interest: The copy of the retargeting ads not only finds potential prospects but can speak to their specific concerns or interests. Some examples would be:
This retargeting strategy ensures Airbnb stays top of mind, even if travelers aren’t quite ready to book just yet. Don’t Miss the Mark: Start RetargetingThe social vetting process for products has become almost entirely self-directed. However, brand awareness is only half the battle. Driving purchase decisions requires a sustained effort. By creating a budget for retargeting ads and carefully building campaigns around intent, you can move your strategy from relentless chase to strategic distribution. Sign up for an Unbounce trial and start building custom landing pages to support your retargeting objectives. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/06/retargeting-ads-that-will-bring-your.html June 01, 2021 at 06:22PM
How to Score Double-Digit Conversion Rates—A Marketing Hero’s Journey
Rey Skywalker. Bilbo Baggins. Harry Potter. What do these cult-classic heroes all have in common? Kick-ass origin stories. The same goes for marketers. It’s fascinating to learn how the marketing heroes of today became the pros we all know, love, and aspire to be. Enter Daniel Parscal, marketing specialist and PPC extraordinaire. As the digital marketing strategist for CD Baby, he regularly sees double-digit conversion rates in his landing page campaigns. We’re talking about conversion rates upwards of 37%, lasting months at a time. In marketing terms, that conversion rate is a pretty epic feat. Kinda—ahem--heroic. What’s his secret? How can you bring a bit of Daniel into your efforts? First, let’s set the scene for our marketing hero’s journey. Humble Beginnings: Meet CD BabyFirst things first: CD Baby doesn’t sell CDs anymore. The company was founded in 1998 as an independent music distributor sharing the joy of music via—you guessed it—shiny plastic discs. Today, the company has shifted to digital distribution, joining the likes of Apple Music, Youtube, and Spotify. After more than 20 years in the business, independence still matters for CD Baby. That means anyone can use their service—from Grammy-winning artists to newbies who recorded a song on their laptop. Artists upload their music, send all the metadata required for proper tracking and payment, and the rest happens on the CD Baby portal.
In 2019, CD Baby was home to more than 650,000 artists and made nine million tracks available to over 100 digital services and platforms worldwide. Rock on! The Call to Adventure: Rise of the Strategic MarketerDaniel joined CD Baby about three years ago after working as a healthcare and retail marketer. In his current role as a digital marketing strategist, he’s in charge of SEO, SEM, and PPC. Key achievements in his tenure at CD Baby include an ambitious project to translate the website’s blog into three different languages: English, Spanish, and Brazillian Portuguese. Says Daniel: “We’re really focused on educating our clients, and that means making information free and accessible.” As a result, CD Baby saw an increase in traffic upwards of 30%. The next step was to advance the paid search strategy, leading to an increase in the overall conversion rate by 40-50%. Of course, as in any hero’s journey, there’s always a mentor involved.
(P.S. Be sure to follow Daniel’s marketing journey via his Twitter and LinkedIn profiles.) Introducing a Trusty AllyWhat makes CD Baby’s marketing team unique—and Daniel’s results so impressive—is that they speak to audiences in different geographic locations, in other languages, and at various stages of the buying process.
CD Baby’s marketing team consists of about 15 people, including a social media strategist, a creative team, and an international sub-team. “The main KPIs we’re looking at are traffic, lead generation, new accounts, and then ultimately revenue from ecommerce transactions.” Landing pages have been a key ally in this challenging landscape. Daniel is constantly optimizing CD Baby’s pages to bring in big results.
Race for the Reward: Conquering Double-Digit Conversion RatesAs a search engine marketer, Daniel’s go-to question when putting together a campaign is always, “What’s the answer that will best satisfy the user’s query?”
One of his most successful campaigns has been running for the past six months, with a stable conversion rate of 37.17%. Meanwhile, the median conversion rate for ecommerce and SaaS landing pages—CD Baby operates in both industries—are 3% and 5.2%, respectively. Wowza. Have a look at the campaign in question: Beautiful layout and design? Clear messaging and conversion goal? Eye-catching CTA? Aside from covering all the landing page basics, what makes this campaign so successful? Is there maybe something more to it than meets the eye? The Big Reveal: Dum-Dum-Duuuum!What truly makes this specific campaign sing is that Daniel’s expert knowledge of targeting, segmenting, and message match is combined with a secret weapon: artificial intelligence. Using Smart Traffic—an AI-enabled Unbounce tool that actively learns about visitors’ preferences—prospects are automagically sent to the landing page variant where they’re most likely to convert. So within Daniel’s approach that already heavily targets audiences, he now also caters to their unique preferences. Talk about a segment within a segment within a segment! Daniel explains this specific campaign was created for branded searches and designed for people who might know the name “CD Baby” but aren’t sure it’s the right match for them. “I figured some people want the first thing they see on the page to be how they’ll be monetized, while others would want to see social proof.” What makes a great landing page variant? Honestly, literally anything. Change colors, text, design—the builder is your oyster! Here are a few ways to get inspired with variant creation. Although super chuffed with the campaign—especially how he hasn’t needed to optimize it in months and its conversion rate is still soaring—Daniel had a moment of hesitation before turning on Smart Traffic. “At first, I was a bit afraid of letting go of the reins. But then I closed my eyes and accepted it. There’s really some stages of grief going on there.” He realized AI was already an active element in many of the tools he uses, making his day-to-day role much easier. And at the end of the day, the results speak for themselves.
What Daniel’s describing actually has a name: conversion intelligence. It’s combining a marketer’s know-how with the power of machine learning. By allowing Smart Traffic to do the heavy lifting of sending the right visitor to the right variant, Daniel gets higher conversion rates, deeper insights into the needs of his audience, and more time to focus on other initiatives—win-win-win! Bring Home the Prize: Secrets to Landing Page OptimizationLooking to optimize your landing page campaigns to see killer conversion rates too? Well then, step right up! Daniel’s optimization philosophy isn’t about tinkering as much as it is about asking questions to try to understand his audience continuously. What does that look like in practice? Here’s his 4-step process for effective landing page optimization: 1. Start with a hypothesis: Figure out what you think could be influencing behavior in a meaningful way. This could be a value proposition, issues with the user experience, or even whether you’re asking customers to do too much at once. A good idea is to use scroll depth analysis or heat mapping to pinpoint where people are focusing on your landing page. 4. Understand that you might be wrong, and that’s OK: Not just during the test, but afterward, too. Not every hypothesis will turn out to be accurate and, eventually, even your best strategies may stop converting. Optimization isn’t just about making changes that improve results, but also about understanding new data so you don’t make the wrong changes.
Looking to the Future (and a Possible Sequel?)What makes Daniel’s feats so much fun to follow is that he’s a fearless marketer. Open to new tools and new ways of working by incorporating AI into his ecosystem, he’s not only bringing his campaigns into the future but also reaping incredible results.
But the real inspiration is that Daniel isn’t the only hero-marketer out there. If you’ve watched enough movies in the fantasy-adventure genre, you’d know the common message is: “Anyone can be a hero.” All it takes is courage, curiosity, and a few trials to bring home the big prize. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/05/how-to-score-double-digit-conversion.html May 27, 2021 at 06:22PM
How To Drive Traffic To Your Website’s Landing Pages (2021 Guide)
OK, so you just poured hours worth of work and creativity into publishing the most amazing landing page ever. It’s formatted nicely, you have persuasive calls to action (CTAs) throughout, and you’ve even included visuals that act as social proof (you marketing genius, you). You sit back and wait for the leads to flow in--but no one’s visiting. Too many marketers and entrepreneurs miss the mark by thinking one creative asset is enough to cut through the noise of the internet and attract their ideal customers’ attention. You need to mix up your marketing and put that content to work. On any given day, Google registers an average of 3.5 billion searches. Unfortunately, it can be an uphill battle to capture some of that traffic unless you know your target audience as well as you know your product. Understanding where your audience is online and how they engage with your content is critical to setting yourself up for success. When you can confidently identify these traffic sources, you can double down on the messaging to promote your landing page via the appropriate digital channels. First Things First: Are You Equipped With Top-Notch Content and Optimized Landing Pages?Before you can think about inviting everybody to see your exciting new page, you need to audit the existing content that will guide their experience and, ultimately, their decision-making. Conditioned by the speed of the internet and the plethora of options to explore, consumers are careful about choosing which websites to browse. On average, users will spend 5.94 seconds looking at a website’s main image and 5.59 seconds consuming written content. That’s not enough time to build a relationship, so consumers use their first impression to determine their next click. With a combination of intentional design and crystal clear copy, you can optimize that first impression and increase the chances of driving relevant traffic to your website and learning more about your unique customer journey. Jump to a Way to Drive More Traffic
Driving Traffic Through Advertising1. Paid search adsPay-per-click (PPC) campaigns are among the most common methods to reach new customers actively searching for the topic you’re promoting. Paid search enables you to boost your advertisement to the top (or bottom) of search engine results pages (SERPs) to position your business as a leading solution to their problem. You’ve seen this before. Let’s say you’re searching for frameworks and tactics that can help you craft an effective content strategy. This is what you’d see when you search Google: Those two results are paid ads, denoted by the little “Ad” text on the left. By paying for these search terms, these companies have purchased the right to show up at the top of the more than 1B results (yes, BILLION) for this query. With placement like that, it’s no surprise that search ads increase brand awareness by as much as 80%! The winning strategy here, when you’re optimizing for conversion, is to address user intent. Consumers are more likely to click on a paid ad when it answers their query directly. So make sure any paid ads make a clear and relevant call to action and address the searcher’s intent. 2. Paid social adsRemember when we said, “Understanding where your audience is online and how they engage with your content is critical to setting yourself up for success”? Well, this is where it pays off. For most companies in the digital space, building a brand requires building an online presence to leverage the social communities on platforms such as LinkedIn, Twitter, or Instagram and target them directly. Paying for ads on social platforms allows you to reach your audience and others like them (take that, algorithm) and invite them over to your landing pages. Paid social ads aren’t just great for sending traffic to your site. They also give you insight into which content formats do best on each platform so you can create accordingly. 3. Display advertisingSome people don’t know they need your product until they see it. Display ads make sure you’re never out of sight. These are the image banners at the bottom of web pages you visit or the interstitial ad that pops up before you dive into an article. The great thing about display ads is that they convey your message quickly, clearly, and in a way that your audience is used to seeing. Another bonus: Responsive display ads are retargeting machines. When you add a variety of assets to your PPC campaign (such as logos, images, and videos), it increases Google’s ability to distribute on your behalf. A Machine Learning Model spreads your campaign further by adjusting the size and formatting on specific platforms to fit available space for ads. Pretty cool, right? Just think about it: You’re on Youtube, and you’re about to click that next video when you see an image display ad with the exact message you’re looking for. Eventually, you’re gonna click to find out for yourself whether it’s the real deal or not. As a marketer, that click is all you need. 4. Retargeting adsSometimes, one visit just isn’t enough. Retargeting ads help you gain more information on the customer journey and remind specific users to revisit your website. Retargeting is a powerful form of PPC advertising that uses browser data to deliver personalized ads to consumers who have previously engaged with your content (no more lost leads!). Retargeting essentially helps you exchange bounce rates for conversions. But don’t neglect the traffic and customers you already have. You can also retarget subsets of your audience to help past customers return and use look-alike profiles to influence their network. 5. Newsletter sponsorshipsIn the game of distribution marketing, you have to make a couple of friends to go far. Let’s say you notice your customers talking about the awesome content they receive in their inbox every morning from subscribing to SaaStr. If you were to partner with this newsletter for a sponsorship, you would be able to reach over 60,000 people with a validated interest in your area of expertise. More than 77% of B2B marketers use email newsletters in their content marketing strategy to nurture leads. So think about who you subscribe to, reach out, and find a way to grow together. 6. Podcast sponsorshipsWhile most marketers dive into creating more videos (which were dubbed the king of content in 2021), audio can still be a profitable channel for driving awareness and traffic. Audio platforms boomed through 2020, and 54% of podcast listeners said they were much more likely to consider buying from a brand after hearing it advertised on a podcast. (Blue Apron, anyone?) Just like newsletter sponsorships, this form of advertising is all about social listening. If you can identify podcasts your audience loves and subscribes to, you can find a way to increase your audience list. Driving Traffic Through Social Media7. Post on your company’s social channelsVisibility is paramount to generating traffic to your website. There are two types of B2B companies on social media:
Which ones are you more likely to buy from? Posting on your company’s social media platforms on a consistent basis is just as valuable as maintaining a sales relationship. Using social media to be transparent about your business and company values offers consumers the opportunity to build an emotional connection with your brand. Since 54% of people use social media to research products,you could say it’s pretty important to make sure your brand adheres to the age-old phrase: Show, don’t tell. 8. Create Twitter threads with your pages includedMarketers are increasingly using Twitter threads to share information that just can’t fit in a single tweet. However, there are still some people out there wondering what the hype is about. Twitter threads receive higher engagement. That’s it. That’s the tweet. Really, though, Twitter threads give you more room to tell a longer story. By using threads, marketers can adapt their list-style posts to generate higher engagement than they would by posting the blog on Medium or even on their own website. For threads to get top engagement, they need to be strategic:
9. Share your content in relevant communitiesMost of us are already putting in effort on the big four social platforms (Linkedin, Facebook, Instagram, Twitter). Still, niche communities are where you can establish credibility and drive some serious traffic to your website. Reddit is one such channel. Similarweb analytics found that users spend an average of 10 minutes and 23 seconds on Reddit per visit. Consumers here expect to spend more time digesting content that goes in-depth on a specific area of interest. If there is a subreddit with thousands of subscribers on quantum computing, Harry Potter, and Game of Thrones, then you can guarantee that there’s a space for you to geek out and share what you know as well. We always want to show up where our target customers are. If your audience isn’t on Reddit, check out niche communities on Slack, Discord, or Clubhouse. Answer questions directly or find posts related to your topic, and reverse-engineer that content to introduce a different perspective. You’ve got this: Show what you know. 10. Encourage your team to share on their social accountsA company is a lot more interesting when employees become product evangelists. Companies that understand the power of social media encourage their team members to build their online presence and share company announcements. These activities tap into a network of prospects who may not be in your pre-defined target audience but may have warm connections with those who are. Develop these relationships, and you may discover a competitive advantage you never knew existed. Drive Traffic Through Organic Search & SEO11. Start with keyword researchThe first rule to capturing attention is knowing what people are searching for. Your business might be about internet acceleration, but if no one is typing those words into search engines, you’re going to have a tough time driving traffic to your website. Lean on tools like Ahrefs, Keywords Everywhere, Ubersuggest, and Ask the Public to find out:
Keyword research will be the foundation of your website visibility. Take the time to outline what words you’ll need to use and what questions you’ll need to answer to generate interest and demand. 12. Double-check SEO settings and optimize page titlesOne of the most common SEO mistakes is the lack of detail in the description for web pages. Before clicking “Publish,” make sure each page has enough copy and imagery to be indexed by search engines and social networks. Not only do you need to include keywords that relate to your website and that each page is public, but you also need to differentiate page titles and meta descriptions specific to the content being displayed. This way, when someone wants to share a page from your website, the value is understood from the URL to the footer. Let’s do a little experiment to put this in perspective:
Not only is Jim missing the opportunity to index more pages on Google to increase his chances of finding clientele, he also hasn’t provided enough detail in his meta descriptions to explain what makes him different from competitors. These two steps have a dramatic effect on click-through rate (CTR), and 61% of marketers say SEO is their number-one inbound strategy to improve their site ranking. Jim also hasn’t leveraged the long-tail keywords relevant to his business; these can boost his CTR by 3-5% simply because they are more relevant to each one of his specialty pages. “Jim, what are you doing, buddy?” Don’t be like Jim. Instead, use our Landing Page Analyzer tool for a personalized report on your website copy, design, SEO, page speed, and more. 13. Link to your new pages from existing pagesAnother way to make more of your work discoverable is by being your own promoter. Old content doesn’t need to fade away after being published. Bring it back to life by linking mutual topics together. This helps consumers learn more about your products and strategies, and also demonstrates your expertise concerning the problem they want to solve. It’s worth mentioning the highest-ranking pages get “followed” frequently--backlinks at a rate of +5% (or 14.5%) per month. The more backlinks a page has, the more organic traffic it receives from Google. So, be your own cheerleader and start boosting your old content in each new piece of content you create until others start doing it for you. Driving Traffic Through Email Marketing & Outreach14. Start building an email list (if you haven’t already)Imagine being able to control your customer’s journey from interest to purchase. Well, with an email list, you can. When you publish a helpful resource, you can require interested readers to provide their contact information so you can keep in touch. This info usually includes their email address and their name. If you’re up for it, you can go even further by asking for workplace and industry details. However, you can always follow up and ask for those details down the line. With a subscriber list, you can share success stories, new features, and upcoming events with people interested in your products and services. You can also perform market research at any time to determine the demand for new products. Here are a few key email activities that will help you understand what your buyers want:
Building an email list is a fantastic way to nurture your customers by making them feel like they have exclusive access to everything your business offers. If you need help getting started, we’ve got you covered with easy ways to build your email list from scratch. Before You Dive In Head First, Get Your Tracking System in OrderNow that you know about all these ways to drive traffic to your website, you want to rush off and get started, right? Not so fast. Without a way to track your traffic sources, visitors will remain just that: visitors. By collecting data on the performance of traffic sources leading to your website, you can adjust the spending in areas that are highly converting and coordinate campaigns that grow your presence in those areas. Let’s say you notice a large amount of traffic coming in from your LinkedIn ads compared to a low volume of website visitors from your PPC ads. You can either:
Whichever you choose, your decision is based on real, measurable data that informs you how to optimize a given channel for conversion. What gets measured gets managed. If you’re building your landing pages on Unbounce, there are two ways you can integrate with Google Analytics:
All you need to get your pages set up for accurate measurement is a Google Analytics account, an Unbounce account, a working domain or subdomain, and 7-15 minutes of your time. Get Behind The Wheel and Drive Traffic to Your Pages—NowOK, we’ve gone over A LOT. Here’s what you should do first after reading this: Block out 30 minutes in your calendar to audit your content marketing strategy and choose one or two traffic-driving approaches to experiment with (or, based on data, what you believe would work). We made this resource a document you can revisit when thinking of creative and tactical ways to get more traffic to your website. (So yeah, you’ll probably want to bookmark this one.) And if you need more insights on how your landing pages perform in your industry, check out the 2021 Conversion Benchmark Report. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/05/how-to-drive-traffic-to-your-websites.html May 24, 2021 at 06:22PM
Visual Hierarchy: A 2021 Optimization Guide For Marketers
via Blogger http://samanthasmeyers.blogspot.com/2021/05/visual-hierarchy-2021-optimization.html May 21, 2021 at 10:22AM
Unbounce Acquires Snazzy AI: Never Write Copy from a Blank Page Again
Over the past year, lots of small businesses have struggled to carve out space for themselves in an increasingly competitive digital landscape. Even those that weren’t directly impacted by the pandemic are often quick to admit: It’s never been harder to attract and convert visitors online. The reality, though, is the global health crisis only accelerated a trend we’ve seen developing for years. Your visitors have more options than ever. They’re bouncing more and converting less. When we first started Unbounce, we pioneered the landing page space by educating marketers on a simple truth: Sending your traffic to a dedicated, campaign-specific page (rather than your website) leads to more conversions. Today, we’re acknowledging a new truth. Just having a landing page is no longer enough. To maximize your results, you need to optimize your campaigns to match your visitors’ preferences and expectations—and analyzing Unbounce’s 12 years of conversion data, we know the best way to do that is through your copy.
That’s why we’re acquiring Snazzy AI, an AI content generator that takes the pain out of copywriting to help you create those optimized marketing campaigns way faster. Why Snazzy AI Is a Perfect Fit for UnbounceAt Unbounce, we firmly believe that the way to succeed in this new competitive environment is through conversion intelligence. We’re using AI to create products and resources that—when combined with your own marketing intelligence—enable you to deliver more targeted, relevant digital experiences and launch the highest-converting campaigns possible. But to do that, we need to think bigger than just landing pages. Unbounce is evolving to optimize the entire conversion journey. When we secured funding last year, our goal was to accelerate the delivery of our conversion intelligence platform. We expanded our team. We invested heavily in product development. And we started to pursue partnerships that would let us get powerful AI into the hands of small businesses faster. Snazzy AI caught our attention when it launched in closed beta late last year. As one of the first (and few) copywriting tools utilizing GPT-3, it impressed marketers with its ability to quickly generate high-quality content for more than 90 use cases—everything from landing pages and ad headlines to product descriptions and nurture emails. Since its official launch in February, Snazzy has exploded to a customer base of over 30,000 users. And there’s another thing we loved about Snazzy. The company’s “freemium” model aligns with our own goal to democratize AI for marketers at every level. (You can even try it for free right now.) Unbounce research has shown that the written content of your landing page plays an outsized role in whether or not your visitors will convert. We’re already using our machine learning model to provide actionable, data-backed insights to help you optimize your content (like those in the Conversion Benchmark Report). By integrating Snazzy AI into Unbounce’s conversion intelligence platform, we’ll soon be able to generate the highest-converting copy for you—and in a fraction of the time it’d take to write yourself. AI-Powered Copywriting: Less Work, Better ResultsThat last bit is important. From conversations with our customers, we know that (along with budget and expertise) one of the main obstacles that keeps marketers from optimizing is time. You’re busy. Monitoring your ad budget, sending promotional emails, writing blog posts, managing social—there’s always another task competing for your attention. Building and launching just one landing page can be a tall order. Finding the time to analyze how that page is performing (let alone using your learnings to draft alternate headlines or calls to action) is often unthinkable. And because you don’t optimize, you miss out on conversions. That’s where Snazzy AI makes a difference. Trained on an extensive data set of high-converting copy, Snazzy provides the best available generated content for every step of your campaigns—not just your landing pages, but your ads and emails, too. Just tell Snazzy a little bit about your business, then choose the type of content you want to create (like copy for a Facebook ad). It’ll give you a number of top-quality options to choose from almost instantly. Bottom line: With Snazzy AI, you’ll never have to start from a blank page again—and that means you’ll have more time to focus on optimizing your campaigns. What’s really exciting, though, is how Snazzy AI and Unbounce work together to get you better results from your marketing. We have more than a decade of conversion data that lets us see what type of content converts best for different audiences, based on factors like what industry you’re in, where your visitors are coming from, and what device they’re using. Imagine: Before you start building your landing page in Unbounce, you tell us who your campaign is targeting—and we auto-populate your page with content optimized for that specific audience. You’d be confident you have the highest-converting copy before you even publish. This isn’t a pipe dream. With our acquisition of Snazzy AI, these sorts of features are in development. Try Snazzy AI for Your Copy—Totally FreeAI is already reshaping how brands market themselves online—and lots of small businesses have found themselves at a disadvantage. Big-name companies with the resources to make the most of new, data-powered technologies are able to predict visitor behavior and optimize the path to conversion. Meanwhile, marketers without these tools are working harder, spending more, and getting less. We’re changing that with Unbounce’s conversion intelligence platform. We’re not only putting AI into the hands of every marketer—we’re using it to augment your expertise and help you grow smarter. And today’s announcement means it’s going to happen even faster. To get a sneak peek at what’s coming, check out Snazzy AI for yourself. There’s a free plan, as well as a premium version if you want unlimited access—and with the browser extension, you can use Snazzy in Unbounce’s builder right now. We can’t wait for you to experience what we’re building. Via Marketing http://www.rssmix.com/via Blogger http://samanthasmeyers.blogspot.com/2021/05/unbounce-acquires-snazzy-ai-never-write.html May 19, 2021 at 11:22PM |