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Showing posts with label inbound marketing. Show all posts
Showing posts with label inbound marketing. Show all posts

November 24, 2017

Building a conversion architecture for your website

Building a conversion architecture for your website:

 How to increase conversion and user purchase at your website: Information architecture is the backbone of your website and is tied to the user experience.Good information architecture organizes and connects your website information in a manner that appears natural and logical to the viewer. To increase conversion to your website you need to ensure the site has a call to action purchase funnel through a series of systematic progressive steps. Information architecture influences both your user experience (UX) and your user interface (UI).your website might have a great graphics, however no one will care about it unless it has a great skeleton and connective tissue to support the graphics.User experience refers to the short series of user steps and the overall experience of the user when they navigate your website and is the sum of all parts on how a consumer interacts with your website. The quality of their interaction determines the conversion channel and the path to purchase in your website. The higher the engagement, the more the conversion. 

Here are some ways on how to increase interactivity and conversion by creating a user-centric information flow for your website 1) Structured Hierarchy 2) Intuitive Navigation 3) Meaningful content 4) Consistent user onsite experience 5) Level of interactivity 6) Design simplicity.

 Inbound marketing works best with conversion based websites built on conversion based architecture Online Conversion and SEO: Search engines read your website differently than normal people, It's essential that you run a thorough search audit even before you start marketing your website.Building your website based on best SEO practices help you reach bigger audiences and as well as tap into the long tail keywords along with the most converting keywords.Focus on both on the page as well as off page optimization techniques. 

Here are some of the most important tips to ensure your organic search process is optimized for conversion

 1) Create your pages in html so that your site is indexable by search spiders 
2) Ensure every page has a Title, keywords, and descriptions 
3) Ensure your site is optimized for mobile 4) Pay attention to the speed of your website across browsers and devices 
5) Use alt tags for images 
6) Create text to supplement any video and flash components 
7) Ensure your main page does not have too many outbound links 
8) Develop a sitemap for your website, one for users and another for search engines 

CTA(call to action) and conversion: The first step is blueprinting with a call to action .The call to action map is a blueprint designed for an online visitor conversions, In other words, its formatted primarily to facilitate purchase funnel. Creating your CTA ( call to action map) before you begin ensures good inbound marketing practices because your designing with end conversion action ( purchase, donation, subscription) CTA maps include conversion paths for cornerstone content pages Conversion paths for product campaigns and conversion and reconversion paths through remarketing and paid search.

Identifying wireframe’s that work: If your CTA map is your conversion based site blueprint your wireframes are your page templates, which populate your CTA map with pages designed to inform, navigate and convert. Effective wireframes those that reduce bounce rates and encourage further exploration deeper into your website have traits in common with research, shopping and purchase decision.

Creating navigational pages to increase conversion: Navigational pages help direct website flow. Good navigational pages consider the user's intention to improve ease of movement throughout the website.The key to building good navigational pages are having clear, simple directions explaining what users should do next Make it obvious to visitors where they can click next.Use internal links to expose users to related pages.
Understanding how conversion pages work: Conversion pages have one goal, cause a conversion and increase user to making a decision ( it can be white paper download, filling up a form, or a buying a product or a service). As such effective conversion pages have very few navigational opportunities. Provided you have communicated with the right value, limiting on page navigation increases your conversion rate. If visitors get stuck on a page that is not consistent with what they were looking for, they will abandon your website. For a conversion to happen, You need to provide the right reasons for the customers to come to your website, and your landing page should showcase the ultimate offer in question and the best and optimal way to deliver the offer. In other words “The content should match the intent.” 

The keys to building a high performing conversion pages on your website are 1) Using simple Call to action 2) Using forms which are easy to fill 3) Allowing user navigation access to the best offer in the reasonable shortest span of time 4) Offering too little navigational opportunities once they come to pre check out page ( no menu bar on that page)


November 17, 2017

five lesser known inbound marketing metrics

1)LTV ( Lifetime value of your Customer ) Your customers are valued much more than one purchase. Their value to your company can be defined in influence and in dollars over the course of your business relations with your website. 
For the purpose of calculation ROI, you can simply use a lifetime value for your customer (LTV). 

Using historical sales data you can figure in two different ways. 

The first one is this : Average transaction purchase amount ($) x average number of purchases =LTV 

For example, lets take an example of an online education company whose average course fee is $30. If this company analyses its data to discover that an average student takes 10 courses, the lifetime value of its customers is $300 ( $30X10) Another way of calculating lifetime value is by multiplying the annual purchase amount x average length of engagement.

For example, let’s say that a mobile phone carrier whose average customer has two phone plan at $60 a month per phone and the average customer remains active with its mobile carrier for 3 years ( 36 months).Let’s assume that data shows that the first year’s purchase also includes 2 mobile phones and set up fees totalling $1004 
Therefore first years total revenues (mobile phones, set up fee and 12 months of service =$2000 Second 24 months of contract revenue =(2x$60) x24 =$120x24=$2880 $2000 (year 1)+$2880(year 2 and 3)=$4880 LTV.
To obtain an even more accurate lifetime value of your customer you could apply revenue erosion which arises from contract cancellations and non-fulfilment 

2)First Action Value(Purchase) Because it takes times to realise your customer's lifetime value, you may sometime want to take a quicker view of your marketing ROI. Knowing your initial value of your first action makes it easy for you to calculate the ROI Using the above example of a mobile phone carrier, Let us also assume that there is an initial phone purchase that averages $330 and a setup fee of $22 per phone.Let us assume that for these numbers there is a one-year contract commitment required Because the average customer purchases 2 units the phone hardware cost of $330x2) and the initial set up fee is ($22x2).
The first year contract for 2 phones amounts to 2X$60x12=$1440.Let's also assume that your data shows that customers who don’t fulfil their contracts reduce this amount to on an average 90% of the first year contracts fees, lowering your average first year to $1296 ( $1440-$144=1296)

From this you can calculate your first action value, in this case, the purchase of mobile phones, set up and one year service by adding these 3 values $660+$44+$1296 or $2000 
Your customers average first action value purchase is then $2000. 

3)Cost per Acquisition: Measuring your cost per acquisition simply means how much dollars are you spending to get a customer are yourdoorstep..The simplest way to calculate this is by dividing your digital budgets by the number of customers you are getting via digital channels.
For example in a hospital, if you spend $10,000 a month for promoting a speciality service and 5 customers land up at your clinic, the cost of acquisition is 10,000/5=$2000.Most marketers aim to bring down the cost of acquisition. So does that mean that if you increase this budget by 10 times 50 customers would end up at your hospital? Well, that’s impossible to say, but ideally, you should increase your digital budget incrementally until you reach a point of diminishing returns.

4)Return on Investment: This is simply defined by Cost per lead / Cost of Acquisition Now that you have broken down your marketing budget by assigning your marketing initiative inputs to product pyramids, you can easily find your ROI 
Here is how it's calculated
 LTV X number of customers ) /Marketing Budgets=Total ROI 
In case of the above-mentioned phone company, this looks like this. 250 customers per monthx$4880=1220,00 1220000/100,000 marketing budget=12.2 return or 12000 percent Your marketing budget was 8.2% of sales ($100,000/$1220,000).

Just remember your not realizing your full return at once, but in this example, it requires 3 years to capture the full return on your digital marketing investment For a more immediate ROI, simply replace the Lifetime value of the customer ( LTV) number in your equation with the first action value. This is represented by (First action value X number of customers)/Marketing Budget=immediate  ROI 

5)Cost per Lead: cost per lead ration is determined by dividing your marketing expenses by the number of total leads, For example, you run Paid campaign spending $10,000 and end up with 10 validated leads. Your cost per lead is $10000 

6)CONTACT CONVERSIONS to MQL ( marketing qualified leads)Ratio: The number of leads that become marketing qualified leads (MQL) is the first measure of lead quality. Upon conversion the marketing department designates each lead as one of the following Ideal customer matches or A leads Prospective leads who appear as good matches either by engagement information they provided in the contact form, their onsite activity or their status as buyer decisions , also known as B leads Prospective leads who provided information but whose online activity information or other factors caused the marketing department to view them as questionable. They are C leads Contact Leads which are not good prospects. Classify these leads as unqualified.

August 18, 2017

5 essential differences between inbound and outbound marketing

" key differences between inbound and outbound marketing"

 Inbound marketing refers to the technique of pull marketing as opposed to push marketing. Inbound marketing ensures consumers are attracted to you rather than the brand attracting the consumers by traditional media like print, videos, hoardings, and banners. examples of inbound marketing including content creation in the form of e-books, pdf downloads, emailer subscription case studies and videos, seo, infographics. Inbound marketing involves 2-way communication while outbound marketing is one way.
 The new marketing communication — inbound marketing — has become a two-way dialogue, much of which is facilitated by social media. Another reason why inbound marketing is winning is that it costs less than traditional marketing and seeks to educate consumers rather than just selling
 Outbound tactics involves buying your way in an environment when consumers aren't even paying attention? 
Here are some stats from the infographic from  Mashable that outlines the key difference below. 
  • 44% of direct mail is never opened. That's a waste of time, postage and paper. 
  • 86% of people skip through television commercials. 
  • 84% of 25 to 34-year-olds have clicked out of a website because of an "irrelevant or intrusive ad." 
  • The cost per lead and cost per acquisition in outbound marketing is more than for inbound marketing.

May 11, 2017

elements of an effective inbound marketing campaign

Inbound campaigns have very specific campaign components that serve to pave the path to purchase experience.  Knowing these components and learning how to populate each step with relevant timely and contextual content helps you build a frame work for achieving results and success Think of each component in your inbound market as an input. These inputs can be grouped into Attraction Inputs,re engagement inputs,Action inputs and Reaction inputs. 

Each of these inputs is an influential factor in your customer chain. Therefore each input has different level of influence on the outcome and each of them has to be given weight-age and importance .

Also avoid  focusing merely  on vanity metrics like page views and user sessions.. rather depending upon your metrics, focus on conversion and user acquisition. Ultimately its the ROI which is going to determine your campaign success. While traffic is important in terms of building  brand visibility,  you also need to ensure that your traffic is targeted and focused and  really appeals to users who are potential buyers.

Lets take a look at the top 10 elements and components of an Inbound marketing Campaign 

1. A website with clearly defined landing pages and path to conversion 
2. Paid search 
3.Organic SEO 
4.Social media sources 
6.Email marketing 
7.Having an active subscriber list and email database 
8. Newsletter subscription 

1Middle of the funnel engagement 
2.Pdf downloads 
3. Whitepapers 
4.Industry publications 
5.Online engagement tools ( live chat )
6. Contact us Form 

1. Email workflows 
2. Invitations 
3. Webinars 
4. Podcasts 
5.Online product training 

1. Product trials 
2. Product demo 
3. Subscription 

1. Online Reviews 
2. Customer support 
3. Shipping /Product return policy 
4. Events and Exhibitions
5. Contextual advertising 
6. Re targeting 
7. Rewards Program