This may be of some interest.
E-commerce is booming.
So if you want to create an online business, one of the best ones to create is an e-commerce store.
But how do you market it? How do you grow your traffic? And, most importantly, how do you get sales?
Sure you can use tools like Ubersuggest to help you out, but what do you do if you need step-by-step instructions from the very beginning… especially if you have little-to-no marketing experience?
Introducing E-Commerce Unlocked
Over the next 4 weeks, I am going to teach you how to market an e-commerce website. From SEO to paid ads to even CRO… I am going to cover all aspects of e-commerce marketing.
And of course, all for free. 😉
E-Commerce Unlocked is similar to my free SEO training course, SEO Unlocked.
But unlike SEO Unlocked, which is a 7-week course, I thought it would be more efficient to get you the training you need in just 4 weeks.
So, every Monday, Thursday, and Saturday, I will release new videos to teach you how to get more traffic and sales to an e-commerce site.
And just like SEO Unlocked, E-Commerce Unlocked will contain worksheets, cheat sheets, PDFs, spreadsheets, and everything else you need.
Here’s the first lesson, which you can watch below:
Make sure you go here to download the worksheets that go along with it.
So what exactly will I learn?
As I mentioned above, it is a 4-week course. Here is an overview of what will be broken down in each week and in each lesson:
Lesson #1: Getting Started
- Foundation methodology
- Strategies you’re going to learn
- Strategies & mindset
Lesson #2: Sales Channels
- History of e-commerce the timeline
- What is working in the e-commerce space
- Introduction to sales channels
- Understanding sales channels
Lesson #3: Marketing Channels
- Multi-channel marketing
- Which market and sales channels work
- Building visibility and brand
- Current & future movers and shakers in the e-commerce industry
Lesson #1: Conversion Rate Optimization
- Product pages made to convert buyers
- Using reviews
- Urgency and scarcity
- Abandoned carts and follow up
- Increase your AOV (Average Order Value)
- Exit intent – capture lost traffic
- Split testing with Crazy Egg
- Increasing conversions on your e-commerce store
- Email marketing campaigns for your site
- Action tasks for optimizing your website for conversions
Lesson #2: SEO & Content Production
- Setting up your Google organic feed
- Rank your product listing pages
- E-commerce content marketing workflow
- Technical SEO for e-commerce
- Making your content & transaction pages
- E-commerce topical clusters
- Content examples to look at
Lesson #3: Content Promotion
- Link building for e-commerce
- Building links to content, PDPs, & PLPs
- Social media and social proof leveraging
- Social media platforms in the long-term
- Strategy for content promotion
Lesson #1: Amazon
- Keyword research for Google & Amazon rankings (and the differences)
- Data sources
- How to write good copy, product descriptions, ads, and come up with different marketing “angles” for Amazon
- Amazon promotions & lightning
- Optimize your listings
- Using Facebook Messenger & Manychat
- Amazon PPC
- Sell more to your existing customers
Lesson #2: Sales Channels
- Getting higher rankings on marketplaces
- Walmart – how to get set up and what to expect
- eBay – how to get set up and what to expect
- Etsy – how to get set up and what to expect
- Wish – how to get set up and what to expect
- Facebook Commerce – how to win
- Getting traction on each platform & what to do to win in each platform
Lesson #3: Marketing Types
- E-commerce Marketing for (B2B) vs (B2C)
- Sales process for B2B e-commerce vs B2C
- Picking the one that’s right for you – do both or pick one?
Lesson #1: PLA Campaigns
- Setting everything up
- Google dynamic remarketing
- Google product listing ads (Google Shopping Ads) introduction + setting up
- Your PLA campaigns
- Bing product listing ads + setting up
- Facebook dynamic product ads + setting up DPA’s correctly
- PLA + DPA summary
Lesson #2: Additional Marketing Channels
- Instagram ads
- YouTube PPC – world’s 2nd largest search engine work to get you sales
- Etsy PPC – what’s working on Etsy
- Email marketing campaigns must have campaigns for e-commerce
- Automate your customer emails and gather reviews much faster
Lesson #3: Additional Channels
- Working with influencers
- Push notification – lists & messaging
- Understanding your metrics (COGS, ROAS, ROI to see what SKUs to scale with)
- Case studies
How can I follow along during the 4 weeks?
You’ll see videos released every Monday, Thursday, and Saturday.
The videos are roughly 10 to 15 minutes in length on average so it shouldn’t take you more than an hour per week to follow along, including the completion of the homework assignments and worksheets.
To make things easier, the worksheets and homework assignments will be somewhat pre-filled so you will know what to do every step of the way.
No matter what, make sure you complete each assignment. Watching the videos is not enough.
Sure, the videos will teach you theories and strategies, but you also need to learn how to execute and implement. That’s why I want you to complete the worksheet and homework assignments.
In total, I’m asking you to commit an hour each week. If you are new to marketing, maybe an hour and a half, which should be doable. 🙂
Once you complete the 4 weeks (12 videos), you’ll know how to market any e-commerce website and even how to sell products online on sites like Amazon.
If you want to make sure you don’t miss a lesson (because I won’t be blogging about each lesson), make sure you subscribe to my YouTube channel as I will be uploading the lessons there.
Once you click the link above, you’ll see a subscription box popup on YouTube. All you have to do is click the “SUBSCRIBE” button.
Once you click “Subscribe,” you’ll notice a bell image next to the subscribe button, make sure you click on that as well.
When you click on the bell, you’ll be given a few options.
Click on the “All” option. Next to the “subscribed” button, you should see a new bell notification :
This makes it so YouTube notifies you when I release a new E-commerce Unlocked lesson.
E-commerce is a booming field. Just look at Amazon, they are bigger than any traditional retailer.
Having the skillset of knowing how to market an e-commerce site can never be a bad thing.
And who knows, maybe you’ll do it full time as either a consultant or through running your own e-commerce site.
If you are new to marketing, don’t worry about being overwhelemed. I am going to teach you the main tactics that drive the majority of the results. And I will break them down in a simple step-by-step formula.
You’ll also be provided with the worksheets and tools you need, so you all you have to do is bring yourself and be willing to commit an hour to an hour and a half each week.
So, are you ready to learn e-commerce marketing?
PS: Leave a comment below letting me know what course you would like me to create next. I already did one on SEO, and now I am doing one on e-commerce marketing. Would you like one on content marketing, paid ads, Instagram…? It can be anything, just let me know in the comments.
The post Welcome to Ecommerce Unlocked: Your Free Ecommerce Marketing Course appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
If you manage a Google AdWords account to supplement your organic SEO efforts, you know there are a plenty of metrics available to track and analyze.
Sometimes it can be confusing and overwhelming.
Since we all have limited bandwidth, it’s a good idea to narrow down the key metrics that really give you meaningful insight into what’s working — and what isn’t — in your paid search campaigns.
Before we dive into the key metrics to track, let’s review a checklist to look over when you’re auditing your pay-per-click (PPC) campaigns.
1. Check your location and target settings.
When you’re auditing your PPC campaigns, the first step should be to check your location targeting settings.
To do this, ensure that you’ve properly set up the regions that your business serves. Keep in mind that you can also exclude locations where your company doesn’t have stores or can’t deliver to.
Additionally, you can review geo-reports to see what locations perform best. By doing this, you can prioritize your ad budget by location.
2. Evaluate your ad compared to your landing page.
After reviewing your analytics, you might realize that your PPC ads aren’t converting.
When this happens, it’s time to look at your ads and see if your landing page follows through on expectations.
For example, if an ad markets a “Free CMS,” but your landing page is focused on an inbound marketing certification, there’s going to be a disconnect.
To avoid this, ensure that your headlines and ad copy match the landing page you’re linking to.
3.Use ad extensions.
Ad extensions are one of the only ways to set your ad apart from the rest.
Essentially, ad Extensions allow you to supplement your ad with additional information at no additional cost. The information could be your phone number, additional site links, or even ratings.
If you don’t have these set up for your PPC campaigns, it might be time to see how they can enhance your ads.
4. Assess your keywords.
When you choose keywords for your PPC campaign, you should consider the search volume, match type, and negative keywords.
Usually, the keywords you’re targeting should have high search volume.
Then, you should consider the match type on your keywords. For example, if you use broad match, then you’ll want to add negative keywords.
If you use exact and phrase match, you’re more likely to get clicks and conversions, but you might miss out on other opportunities.
Generally, it’s a good idea to target keywords with a high search volume and use broad match. Then, you should modify your campaign with negative keywords so you can increase your conversion rate.
5. Measure your success with analytics.
When you want to audit your PPC campaigns, you have to take a look at your analytics.
These analytics will let you know what campaigns have been successful and what hasn’t. When a campaign hasn’t been successful, then you can troubleshoot and figure out why.
Now, you might be wondering, “What PPC metrics should I be looking at?”
Below, let’s review five metrics that will give you the most bang for your buck.
If you have limited time, these five metrics will give you a great overview of your performance. I’m not saying you should ignore all the other available metrics, but tracking these five over time will provide a solid measure of your success.
1. Quality Score
Quality Score is Google’s measure of the relevance of your keywords, used to ensure that searchers see relevant ads and have a positive experience. The factors that determine your Quality Score include:
- The click-through rate (CTR) of the keyword and its corresponding ad
- The relevance of the keyword and ad to the search query
- The relevance of the keyword to its ad group
- The CTR of the display URLs in the ad group
- The quality of your landing page
It’s important to maintain good Quality Scores because Google uses them to determine your ad rankings as well as how much you pay per click.
Even if you think you’ve dotted your i’s and crossed your t’s when it comes to keyword research, campaign structure, and ad text optimization, low average Quality Scores are an indication that you’re missing some piece of the puzzle.
2. Click-Through Rate
Recently, I asked 17 PPC experts to tell me the top three PPC metrics they pay the most attention to when analyzing their AdWords accounts. Click-through rate was the #1 most common answer. CTR is important for several reasons, among them:
- It’s one of the most important factors in determining your Quality Scores
- It tells you whether or not your ads are relevant to searchers
Low click-through rates are a sign that either your keywords or your ad creative (or both) need improvement.
3. Conversion Rate
Another very popular answer in our PPC metrics interview, conversion rate tells you how many people who clicked your ad went on to complete the desired action on your landing page.
Conversion rate is just as important as click-through rate -– you don’t want to pay for tons of clicks and traffic if none of that traffic ends up taking a meaningful action.
Strong conversion rates mean that the money you spend per click is coming back to you in profits (that’s what we call return on investment, folks).
4. Cost Per Conversion
As Joe Vivolo of KoMarketing Associates put it, “This obviously is the number that makes or breaks a campaign from a success/failure standpoint.”
In other words, if you have to pay more to gain a new customer than that customer is actually worth to your business, then your campaign is failing; you haven’t attained a return on investment.
5. Wasted Spend
Wasted spend is a measure of how much money you’re essentially pouring down the toilet by paying for clicks that don’t convert. In other words, it’s an ROI killer.
The best way to reduce your wasted spend is through smart use of negative keywords. Negative keywords allow you to filter out traffic that is irrelevant to your business and unlikely to convert.
By creating a negative keyword, you’re preventing your ads from displaying for search queries that contain that keyword. Bidding on non-converting keywords is a waste of your marketing budget.
Want a quick way to check your performance for key metrics like these?
The AdWords Performance Grader is a free tool that performs an instant PPC audit on your AdWords account, comparing your performance in areas like Quality Score and wasteful spending to other advertisers in the same budget range.
It’s an easy way to see how you measure up to competitors and to benchmark your campaigns so you can track changes (hopefully improvements) in your results over time.
Editor’s note: This post was originally published in October 2011 and has been updated for comprehensiveness.
Thank you for reading.
Do you think by doing squats and lunges, you will get a rounder, firmer and stronger butt? If your answer is YES, then you are wrong! Stop doing it right now and discover the method how to make your butt strong and glutes powerful, with Unlock Your Glutes!
What is Unlock Your Glutes?
Unlock Your Glutes is a 4-week step-by-step glutes training program that quickly delivers results that you want – a stronger, rounder and more developed butt in just 15 minutes per workout. It is the first program designed to force your butt to grow by hitting every muscle from every plane in each exercise type.
The program entails two glute workouts per week over four weeks, specially created for both men and women out there who want to sculpt and strengthen their butts to improve overall body shape.
The Unlock Your Glutes Package includes Unlock Your Glutes Manual which exposes all the myths and misconceptions about growing your glutes and The Complete Coaching Videos (Bodyweight Edition and Gym Edition) which shows you every single one of the 36 exercises to show you how is it done for fastest results.
How Does Unlock Your Glutes Work?
Unlock Your Glutes is a proven and tested system to get a rounder, firmer and stronger butt. It was developed using essential techniques like Restorative Lengthening, Neuro-muscular Activation, Spine Protecting Movements, EMG Proven Muscle Recruitment, Iso-Holds and Time Under Tension Tempo.
It uses the GM3 Method which is a science backed method consisting of waking up, priming and activating glutes, releasing inhibiting muscle and exercises to build strength, muscle and burn ugly fat.
It is a 4-week program with 2 days of glute exercises per week. This length of time is optimal for strengthening and changing the shape of your butt. The program lasts for 4 weeks but you can make it your weekly routine.
About the Author:
Brian Klepacki, MS, CSCS or commonly known as “Coach Brian” authored the Unlock Your Glutes. He is a Certified Strength and Conditioning Specialist with a Master’s Degree in Exercise Science. He dedicated his 16 years working at the cutting edge of training and exercise science.
Coach Brian knows what works! He has been working out with athletes, body builders and fitness models. He has what he calls “The Compound”, a state-of-the-art training facility located in Clearwater, Florida. It his testing ground working with elite athletes applying the latest science to improve their performance, health and overall wellbeing.
2. You will learn 36 specific movements to have a firmer, rounder and more powerful glutes.
3. Coach Brian is a Professional Trainer who has worked with athletes, body builders and fitness models. He has applied proven principles everyday working out with people.
4. You can achieve stronger glutes! Weak glutes should be addressed as soon as possible as it may cause problems like reduced power, low back pain, leg pain, knee pain, hip pain, ankle instability, poor posture, muscle imbalance and a lot more.
5. There are 2 components that make up this program so you can choose. One is resistance where you need some basic workout equipment and the other is bodyweight which allows you to perform just about anywhere.
6. Unlock Your Glutes comes with two limited fast action bonuses namely Strong Legs Workout and 14-Day Rapid Fat Loss Plan.
7. Your investment is protected with a 60 days money back guarantee if you feel dissatisfied with the results.
1. It is a Digital Program and you need internet to access it, although it saves you Shipping Fee, you will be needing a reliable internet connection.
2. Results vary and your success depends on your effort and dedication.
3. If you have injuries in knees, hips or back, it is advised that you consult your doctor first before trying the program.
Unlock Your Glutes is suitable for everyone who wants to develop a stronger, rounder and firmer butt. If you want to have an attractive and stronger butt, this program is a must-try. Moreover, the program is credible and proven to work as it helped men and women achieved their goals of having the strong butt and powerful glutes they have always dreamed of.
Aside from helping you achieve glute development and muscle strength, you will be educated about the misconceptions and myths that surrounds glute strengthening, the very reason why you are prone to injury and has zero effect on the shape of your butt.
This may be of some interest.
Asking “How is everyone?” at the beginning of every meeting isn’t always the best way to encourage connection and team bonding. Sometimes, you need to take it a step further with an ice breaker.
The best ice breakers have the power to strengthen coworker bonds, stimulate better brainstorming sessions, and create an atmosphere of inclusivity. But it’s easier said than done, and the wrong ice breaker questions can lead to awkwardness or even increased tension.
To get the most value out of your team bonding moments, we’ve compiled a list of the best ice breaker games for the workplace. Next time you get together with your team, use one of these games instead of asking “How is everyone”, and you’re sure to hear some better, more insightful responses than “I’m good.”
Ice Breakers for Meetings
1. One Word Game
The One Word ice breaker allows you to provide initial context into a meeting’s topic, and get everyone in the right mindset for discussion.
To play, you’ll want to divide meeting participants into smaller groups. Then, tell them to think for a minute or two, and then share with their group one word that describes X.
For instance, let’s say you’re leading a meeting on culture. Tell the groups to describe work culture, or your office culture in particular, in one word. Once they’ve shared with their groups, you can invite them to share their word with the entire room.
This game encourages everyone to think about a certain topic in smaller groups ahead of time, which could increase participation during the meeting.
2. Pop Quiz
To successfully loosen everyone up and get them in the right mindset for a meeting, you might consider putting a short Pop Quiz on the board.
If your goal is simply to encourage team bonding, your quiz can be more fun — like, “Match the lyrics with this 80’s song”. However, you might also use the Pop Quiz as an opportunity to introduce participants’ to the meeting’s theme.
If you’re discussing company changes, for instance, maybe you’ll start by quizzing team members on company history facts (i.e. “What year was this company founded?”).
3. Birth Map
Place a map and a set of pins at the front of a large conference room before a big meeting. As people walk in, ask them to place a pin where they were born or raised.
As the map fills up with pins, people will learn about how diverse their teammates might be. Allow some time at the end of the meeting for your colleagues to walk up and look more closely at the map.
Quick Ice Breakers
4. Would You Rather
A classic game played at summer camps everywhere, “Would You Rather” is actually an excellent, quick ice breaker for the workplace. Next time you’re settling into a meeting or team bonding outing, take turns going around the table and asking each person a “Would You Rather” question.
Here are a few “Would You Rather” questions to get you started:
- Would you rather only have summer or winter for the rest of your life?
- Would you rather go on a hike or see a movie?
- Would you rather never use social media sites and apps again, or never watch another movie or TV show?
- Would you rather have a horrible short term memory or a horrible long term memory?
5. 18 & Under
18 & Under is an engaging and unique way to encourage team members to share fun or interesting stories with one another. Before a meeting, simply go around the room, and ask each person to share one accomplishment they had before they turned 18.
Undoubtedly you’ll get some of lesser importance, like “I bought a skateboard,” but you never know what hidden skills you might discover in your colleagues.
6. Two Truths and a Lie
One of the more classic ice breakers in the list, Two Truths and a Lie can be used anywhere from family parties to company events. To play, you simply ask each person to brainstorm three “facts” about themselves — two of the facts will be true, and one will be a lie.
For instance, I might say, “I once auditioned for the TV show Zoom. I have three brothers. I ziplined in Switzerland once.” Coworkers can take turns guessing which is the lie. (FYI, I have two brothers, not three, so that’s the lie. Unfortunately, I did audition for Zoom.)
Two Truths and a Lie is a fun and engaging game, and more importantly, it can help your team learn facts about one another, so they can begin forming deeper bonds.
Ice Breaker Games for Small Groups
7. Fun Questions
Asking fun questions is an easy and effective ice breaker game. To play, simply go around the room and have each person provide an answer to a fun question. The questions are up to you, but if you’re stuck, here are a few ideas:
- If you’re stranded on a desert island and have the option of bringing three items with you, what three items would they be?
- If you could be any animal, what would you be and why?
- What was the first concert you ever went to?
- If you could have any celebrity over for dinner, who would it be and why?
These questions serve two purposes — first, they allow your coworkers to get into a sillier, more creative mindset. Second, they encourage conversation on topics typically reserved for outside the office, which enables members of your team to get to know one another on a deeper level.
Meg Prater, the managing editor of the HubSpot blog, says “When I first started including ice-breaker questions in our weekly team stand-up meetings, the experience was … cringeworthy. It felt like exactly what it was: organized fun. But we kept at it. I listened to feedback and tried to incorporate it into better ice breakers.”
She continued, “For example, some folks on our team don’t watch a lot of T.V. and felt a little excluded when we’d fall down a rabbit hole of shows we were binging. Keeping the ice breakers inclusive keeps everyone engaged. Now, our ice-breakers can take 15+ minutes to get through and yield some of our biggest laughs and revelations of the week.”
8. Personality Quiz
This ice breaker can promote team bonding, and it’s one of the easier options in the list. Simply choose a brief personality quiz on your phone or computer (if you’re stuck, here’s a list), and pull it up on a projector or send the link to everyone.
Once everyone has completed the personality assessment, have each colleague mention one thing they agree or disagree with in their results. This game allows your team members to gain a new perspective on their peers, and it’s also a fun and easy way to get an interesting conversation started.
9. Who is it?
Have everyone write a unique, strange, or unexpected fact about them on a piece of paper. Then, put the pieces of paper into a hat and mix them around. Pull from the hat and read each fact.
Allow the team to try and guess who wrote it. After they guess, ask the employee who wrote the fact to identify themselves and give any further context if necessary. This could be a great way to get to know surprising new things about your teammates.
10. Marshmallow Challenge
Tom Wujec, a business visualization expert, initially presented his Marshmallow Challenge at TED. To play, you simply divide your team into groups of four and give each group 20 sticks of spaghetti, one yard of tape, one yard of string, and a marshmallow. Whichever team can build the tallest structure, wins — the trick is, the marshmallow must be on top.
There are a few reasons this game works as both a great ice breaker and a team-building exercise. First, the most successful teams are the groups of people who don’t spend time competing for power.
The game forces your colleagues to work collaboratively when brainstorming potential solutions. Second, the Marshmallow Challenge encourages people to think quickly and offer alternative solutions when their initial idea fails.
With the Marshmallow Challenge, you can strengthen your team’s brainstorming and problem-solving skills, and your team can also have some fun. A win, win.
11. Scavenger Hunt
At HubSpot, we conduct a scavenger hunt for new hires on the first day of their training. It’s fun and encourages collaboration, but additionally, it can help employees learn their way around the office.
Fortunately, you can conduct a scavenger hunt for your team even if they’ve worked at your office for years.
Simply split up your team into groups, and give each group a short list of items to find — if you work in a smaller space, maybe you can hide some funny items around the office ahead of time. You might even provide incentive for the winning team, like a $50 Amazon gift card.
A scavenger hunt is also an exceptional opportunity for cross-department interaction. Consider reaching out to managers’ from other departments, and creating groups of employees who don’t often get to work together.
12. No Smiling
This game is simple and meant to energize your team. Get your colleagues in a circle and ask one volunteer to sit or stand in the middle. Tell the volunteer that they can not laugh or smile, regardless of what happens. Then have each other colleague take turns telling the volunteer a work-appropriate joke.
The goal of the volunteer is to hear a joke from every colleague around the circle, while the goal of the other team members is to make the volunteer laugh.
This icebreaker can be helpful in new-employee or management training to lighten the pressure of starting a new job. It can also be helpful as a way of lightening the mood on teams that regularly deal with stressful projects or situations.
13. This is Better Than That
Aside from being a fun team activity, this might be great energizer for sales employees or others that regularly pitch, market, and sell products.
Ask your team to find four to seven items around the office and bring them to one room. These items could be something they use daily, like a pen or a chair. However, you should encourage them to find items that are more odd or unique. This will make the game more challenging.
Line the items up and split the group into sub-teams. Task each team with picking an item they would use to survive if stranded on a desert island.
Tell team members that they cannot pick more than one and must assume it is the only item they will have on that island. Allow the teams time to deliberate and then ask them to present the item they chose and why.
Virtual Icebreakers for Dispersed Teams
14. Choose Your Favorite
For this icebreaker, all you have to do is answer the question about your favorite things. You’ll ask your team to choose their favorite movie, song, T.V. show, etc. The question can change every week.
This icebreaker helps your team get to know each other even when they work remotely and can spark conversation on what everyone likes or dislikes.
15. Trivia Game
If you’re looking for a remote icebreaker that’s more of a game, and less discussion based, you can host a trivia game.
Kahoot is a trivia platform you can use for free (hosts up to 10 people). To get started, all you’ll need to do is sign up for a free Kahoot account.
Then, you can choose a featured trivia game to play. To run this remotely, you’ll want to share your screen with your team. Everyone will need to have a separate device to use so they can enter the game and submit their answers.
16. Share an Embarrassing Photo
This is one of my favorite icebreakers because it’s a fun way to get to know your team. For this game, have everyone bring in an embarrassing photo and tell the story behind it.
Doing this is a great way to build connection remotely. To show the photos, you can have your team members share their screen or send a file to the team leader who will have them pulled up.
To make this more interesting, you can have people guess whose photo it is before your team member shares their story.
17. One Word Pulse Check
For this icebreaker, have everyone on your team go around and share a word or phrase that represents how they feel that day.
Christina Perricone, the HubSpot Website blog and Pillar Page manager, says this is her favorite icebreaker.
“The person sharing gets to decide whether or not to elaborate, and everyone listens without response. The purpose of the exercise is to give people a chance to release and/or reveal emotional setbacks, obstacles, wins, highlights, or anything else that might be impacting how they show up to work that day. It provides a space for participants to bring their entire self to work and it gives the team context for how to support that team member that day,” Perricone adds.
Icebreakers can seem cringeworthy, but are actually a great way to build trust within your team. Even if you work remotely, team bonding is an important part of running a productive, effective team.
Editor’s note: This post was originally published in September 2018 and has been updated for comprehensiveness.
Thank you for reading.
This may be of some interest.
Thinking of using TikTok? Wondering how to publish your first TikTok video? In this article, you’ll discover how to use TikTok’s in-app recording, editing, and effects features to create your first TikTok for business. #1: Get Acquainted With the TikTok Interface TikTok has experienced massive growth in the last 12 months with nearly 1 billion […]
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This may be of some interest.
Marketing has evolved into an omnichannel approach. This means you can no longer just go after one channel to succeed.
Back in the day, companies like Facebook grew into billion-dollar businesses through one channel.
Facebook used email to grow and they did it by having you invite all your contacts to join Facebook.
Yelp was also similar. They grew into a multi-million dollar business through one channel… SEO.
Dropbox grew through social media. If you tweeted about Dropbox, they would give you more space.
These marketing approaches worked well for all of these well-known
companies, but what’s wrong with them?
The law of shitty click-throughs
What worked for Facebook, Yelp, and Dropbox were all great strategies, but over time, all good marketing channels got saturated and stopped working like they used to.
As Andrew Chen puts it, first it works
and then it doesn’t.
It really is that simple. Sure, those channels can still
drive traffic and always will, but as people get used to them, they won’t work
Just check out this image below.
Can you guess what that is?
That was the first banner ad. AT&T created that banner ad and placed it on HotWired.com in 1994. And here’s what’s really crazy… out of all the people who saw it, a whopping 44% clicked on it.
Just think about that… that banner ad had a 44% click-through rate.
We can all agree it’s not an amazing banner ad or design, it
just so happens that it was new and novel at the time, so it generated massive amounts
Just like how SEO was more effective earlier on, or paid ads were more affordable and produced a higher ROI, or referral marketing was much more effective. There are a lot of single-channel case studies that worked in the past.
Again, it doesn’t mean any of these channels don’t work, it
just means that they don’t work as well as they used to work.
So how do you survive in a competitive market?
You take an omnichannel approach. You don’t have a choice other than to use all of the marketing channels out there.
Yes, they will be competitive and saturated, but they still
It’s a game of papercuts… papercuts are small and don’t do much damage, but if you have tons of these small papercuts, they will add up and can do some damage.
The same goes with your marketing. If you add up all of these channels that produce a small amount of ROI, it will add up to a big number at the end. But when you look at each channel individually, the results aren’t that sexy. But when you combine them, it looks great.
Start with chat
What do you check more, your text messages or your email
I bet you are going to say text messages because you look at
your phone more often than logging into your email inbox.
But here is an interesting stat for you… did you know that
billion SMS messages are sent daily?
Now can you guess how many emails are sent daily?
That’s a big difference.
And do you know how many people visit Facebook each day?
Now the point of me sharing those stats isn’t to try and
tell you that email is better than text. Or that Facebook isn’t as valuable as
It’s more so to show you that they are all massive channels
that people are using each and every day.
So why wouldn’t you try and leverage all of them?
And you can easily do so through free chat marketing tools like Manychat that allow you to communicate to your visitors using text messaging, email marketing, and Facebook Messenger.
Once you have created your Manychat account, go here to watch how to set it up. They have tons of very helpful videos that teach you how to do things like setting up Facebook Messenger bots and connecting your Facebook page so you can start sending out messages.
Now that you are all set up, I want you to use the following templates for your business as I know they convert…
Templates that convert
My team and I have tested out tons of different messaging
for all channels, such as email, messenger and text messaging.
Here are the ones that have worked the best for us…
Text messaging templates
My favorite text message to send someone is:
When someone sends you a text with just your first name and a “?” what do you do? Chances are you respond with… “who is this?”.
Once someone responds with who is this, our sales reps typically
This is John from Neil Patel’s team. I just wanted to follow up to see if you have any questions or if we can help you with anything.
It’s simple and it works well and it has boosted our sales
Another one that works well is a “flash sales” text message…
Flash Sale: All product on [yoursite] are [x]% off for the next 24 hours. [insert URL]
This one works really well during holidays or anytime you
want to run a promotion. Depending on the size of the business you run and how
big your list is, you will usually see an additional 2 to 3% in revenue for
And my favorite text campaign is…
Check out this new blog post, [subject of the blog post] [URL]
An example would be… “Check out this new blog post on doubling
your SEO traffic [URL]”
When I send out text message alerts for new posts, it usually increases the traffic to that blog post by another 4%.
You’re probably familiar with this email template as you get
it from me every week. 😉
Subject: How to Generate Leads When You Have Little to No Traffic
If you have a ton of traffic, it’s easy to generate leads.
But what if you have a new website or one with little to no traffic?
What if you don’t have any money to spend on paid ads?
What should you do?
Well, there is a solution. Here’s how you generate leads when you have no traffic.
I send out an email every Tuesday and Saturday that looks
something like that.
It’s a simple text-based email where the subject line is the title of your blog post and the text of the email states a problem and solution, with the solution being a link to the blog post.
To give you a rough idea, that email format has been getting me 29% to 33% open rates and 4% to 7% click-through rates.
And if you are selling info products through webinars, there are 8 types of emails I use to generate sales (check out that post if you want to learn how to make good money selling info products):
- Invite sequence – these are a series
of emails that invite people to watch your webinar. (here
are my invite emails)
- Indoctrination – you need to build a
connection with people. People are more likely to convert if they know more
about you and trust you. (here
are my indoctrination emails)
- No shows – just because someone
signs up to watch your webinar, it doesn’t mean they will attend. For everyone
who doesn’t attend, you’ll want to email them and get them to watch the replay.
are my no show emails)
- Encore – not everyone will watch
your whole webinar. If they don’t stick to the end they won’t see your offer.
You’ll want a few emails that push the replay. (here are my
- Objection handler – there are a
handful of reasons someone may not buy. You’ll want to answer each of those
objections through email. (here
are my objection handler emails)
- Countdown sequence – you’ll want to
close off your course. Letting people know that they only have a few days left
to buy is a really effective way to generate sales. These emails will roughly
make up 1/3 to half of your sales. (here
are my countdown emails)
- Last chance email – on the last day
you’ll want to send a few emails letting people know it is about to close. (here
are my last chance emails)
- Free trial offer – the majority of
people won’t buy from you. Offering the last chance free trial offer is a great
way to roughly get 15% more sales. (here
are my free trial emails)
If you are selling products, there are 3 main emails that I’ve found to work well. The first 2 are for cart abandonment.
Subject: Did you forget something?
We noticed that you left something behind. Don’t worry though, we saved the items in your cart so you can easily complete your purchase.
[insert picture of products]
CTA button: Return to cart
This simple abandonment email typically increases sales by 1.73%. I know it’s not a lot, but it’s all about the papercuts as I mentioned above. 😉
Subject: Still thinking about it?
If you can’t decide on whether [insert product name] is right for you, here are some of the benefits:
[insert benefit 1]
[insert benefit 2]
[insert benefit 3]
[insert benefit 4]
[insert benefit 5]
[insert benefit 6]
So, what are you waiting for? You have nothing to lose with our 30 day no questions asked money back guarantee.
CTA: Complete my purchase
On average this email has provided our customers an increase of
1.44% in sales.
Subject: Who doesn’t love 15% off?
Explore new [type of products you sell] that will help you with [insert benefit].
Sale ends at [insert date and time].
CTA: Claim my discount
Now with the discount/coupon code email, we’ve found the results to vary a lot. The bigger the discount, the more sales you will typically receive. The biggest gains are when companies offer over 30% or greater discount.
Facebook Messenger templates
Unlike email and text, you can’t just easily just message people
on Facebook Messenger and do whatever you want. There
- You can message a subscriber within the last 24 hours of your last interaction.
- Within that 24-hour time period, you can send promotional material.
- After the 24 hour period, messages must contain one of these 4 tags: confirmed event update, post-purchase update, account update, or a human agent.
- For users who opt-in to receive messages after 24 hours, you can, of course, message them.
As for templates that work, because Facebook is continually changing Messenger rules, follow these templates over at Manychat as they constantly change based on real-time data of what is working or what isn’t.
You have no choice but to take an omnichannel approach with
Sure, all good channels eventually get crowded and click-throughs will decrease over time, but if you go after all of the main channels the marginal gains will add up.
And the easiest way to start with going omnichannel is with chat. I know you are probably using email, but I bet you aren’t using text messaging or even Facebook Messenger bots. And I bet you aren’t using push notifications either.
So, how many marketing channels are you using?
Thank you for reading.
This may be of some interest.
Today’s going to be fun.
I’m going to make a bet with you that if you follow the 3 steps below, and you really follow them, you can get 10,000 visitors from Google.
I promise it won’t be hard, but it will take time.
And if you follow my steps and don’t get the results, hit me up and I will personally help you with your marketing.
All I ask is you do it for 3 months straight. You may not get to 10,000 visitors from Google in 3 months as some niches are really tiny, but most of you should get there or be well on your way.
Again, if you prove to me that you followed everything below and you don’t achieve the results, you can get in touch and I will personally help you with your marketing for free.
Step #1: Finding the right keywords
If you pick the wrong keywords, you’ll find yourself with little to no traffic and, even worse, you’ll find yourself with little to no sales.
So, before we get you on your way to more search traffic,
let’s find you the right keywords.
I want you to head to Ubersuggest and type in your
competitor’s domain name.
Now, I want you to click on the “Keywords” navigational
option in the sidebar.
This report will show you all of the keywords that your competition is ranking for.
If you don’t see a list of thousands of keywords, that means you didn’t type in a big enough competitor. And if you don’t know who a big competitor is, just do a Google search for any major term related to your industry. The sites at the top are your major competitors.
I want you to go through the list of keywords and look for all of the keywords that are related to your business and have an SEO Difficulty (SD) score of 40 or less. The higher the number, the harder the keyword is to rank for. The lower the number, the easier it is to rank for.
In addition to an SD score of 40 or lower, I want you to look for keywords that have a volume of 500 or more.
Volume means the number of people that search for the keyword on a monthly basis. The higher the number, the more potential visitors that term will drive once you rank for it.
Next up, I want you to click on “Top Pages” in the
This will bring you to a report that looks like this:
This report shows you the most popular pages on your
Now, under the Est. Visits (Estimated Visits) column, I want you to click on “view all” for the first few results.
Every time you do that it shows you all of the keywords that
drive traffic to that page.
Just like you did with the keywords report, I want you to look at the keywords that have an SD of 40 or lower and a volume of 500 or more.
The one difference though, is that I want you to check out some of the URLs on the Top Pages report.
Click on over to the site so you can see the type of content they are writing. This is important because it will give you an idea of the types of content that Google likes to rank.
When you create similar pages (I will teach you how to do this shortly), it will allow you to get similar results to your competition over time.
Now that you have a handful of keywords, I want you to expand the list and find other related keywords.
In the navigation menu, click on “Keyword Ideas.”
When you type in one of the keywords you are thinking of going after in this report, it will give you a big list of other similar keywords.
This is important because it will show you all of the
closely related terms.
For example, let’s say you came up with a list of keywords of a handful of keywords, such as:
- Dog food
- Cat food
- Dog bed
- How to clean your cat
- What do birds eat
You can’t just take all of those keywords and write one article and shove all the keywords in because they aren’t similar to each other. Someone looking for “dog beds” is probably not interested in reading about what birds eat.
So by typing in a keyword into the Keyword Ideas report, it will show you all of the other similar keywords that you can include in a single article.
When you are on the Keyword Ideas report you’ll notice some tabs: Suggestions, Related, Questions, Prepositions, and Comparisons.
I want you to go through each of those tabs. They will show you a different group of similar keywords that you may be able to include in your article (we will go over how to write the article in step 2).
Just take a look at the Questions tab:
You can see the keywords are drastically different than the Related tab:
Again, you’ll want to look for all keywords that have an SD score of 40 or lower. But this report looks for keywords that have a volume above 200.
I know 200 may seem like a small number, but if you find 100
good keywords that all have a volume of 200 or more, that adds up to 20,000
potential visitors per month. Or better yet, 240,000 per year.
Now it’s rare that you are going to get all of those people
to come to your site, but you can get a portion of them. Even 10% would add up…
especially if you did this with a handful of articles.
Your goal should be to have a list of at least 100 keywords that are very similar. You’ll want to do this at least five times. For example, remember that list of five keywords I mentioned above wasn’t too similar to each other…
- Dog food
- Cat food
- Dog bed
- How to clean your cat
- What do birds eat
You’ll want to make sure that for each main keyword you use the Keyword Ideas report to find another 100 that can accompany each keyword.
Step #2: Write content
At this point, you should have a list of keywords. If your list of keywords isn’t at least 100 keywords per group, go back to step 1 and keep at it.
It’s not that hard to get to 100 similar keywords that you can include in one article. It just takes some time to continually search and find them.
In general, as a rule of thumb, I can find 100 keywords in
less than 8 minutes. It may take you a bit longer than me at first, but once
you get the hang of it, it’ll be easy.
With your newly found keywords, I want you to write an article.
All you have to do is follow this tutorial step-by-step to write your first article.
Or, if you prefer a video tutorial, watch this:
As for your keywords, naturally place them into the article when it makes sense.
What you’ll quickly learn is that you probably won’t be able
to “naturally” include all 100 keywords within your article. And that’s fine.
The last thing you want to do is stuff in keywords because you aren’t writing this article for just search engines, you are writing it for people… and the secondary benefit is that search engines will rank it because it contains the right keywords.
Before you make your article live on your site, I want you
to keep a few things in mind:
- Keep your URLs short – Google prefers shorter URLs.
- Include your main keyword in your headline – by having your main keyword in your headline, you’ll be more likely to rank higher.
- Include your three main keywords in your meta tags – whether it is your title tag or meta description, include at least three main keywords in them. You won’t fit as many in your title tag, and that’s fine, but you should be able to within your meta description tag.
There are a lot of other things you can do to optimize your articles for SEO, but my goal is to keep this simple. Again, if you just follow these three steps, you’ll hit the 10,000-visitor mark.
So, for now, let’s just keep things simple and once you hit
your goal, then you can get into the advanced stuff.
Step #3: Promoting your content
Writing content is only half the battle. Even if you include the right keywords in your article, if you don’t promote, it’s unlikely that it would be read or rank on Google.
So how do you make sure your content is read and ranks well?
Well, first you need to get social shares, and second, you need to get backlinks.
Yes, search engines don’t necessarily rank pages higher when
they get more Facebook shares or tweets, but the more eyeballs that see your
page the more likely you are to get backlinks.
And the more backlinks you get, generally, the higher you will rank.
So here’s how you get social shares…
First, I want you to go to Twitter and search for keywords related
to your article.
As you scroll down, you’ll see thousands of people tweeting about stuff related to your keywords. Some of them will just be general updates but look for the members sharing articles.
Now what I want you to do is click on their profile and see if they mention their contact information or their website. If they mention their email you are good to go. If they mention their website, head to it, and try to find their contact information.
You won’t be able to find everyone’s contact information,
but for the people you do, I want you to send them this email:
Subject: [insert the keyword you searched for on Twitter]
Hey [insert their first name],
I saw that you tweeted out [insert the title of the article they tweeted]. I actually have an article that I recently released on that subject.
But mine covers [talk about what your article covers and how it is unique].
[insert link to your article]
If you like it, feel free to share it.
[insert your name]
PS: Let me know if you want me to share anything for you on Twitter or any other social network.
What you’ll find is a large percentage of the people will be willing to share your content because they already are sharing related content and, of course, you offered to share their content, which helps out too.
If you send out 30 to 40 emails like this, you’ll start
getting traction on the social web.
Now that you have social shares, it’s time to build backlinks. Instead of giving you tons of link building methods as there are many that work, I am just going to start you off with one that works very well.
I want you to head back to the Keyword Ideas report on
Once you get there, type in some of the keywords that you are trying to go after.
On the right side of the report, you’ll see a list of sites that rank and the number of backlinks that each of the ranking URLs has.
Click on the “Links” number. For each result, it will take you to the Backlinks report, which looks something like this:
This will give you a list of all the sites linking to your
I want you to go to each of those URLs, find the site owner’s contact information, and shoot them an email that looks like this:
Subject: [name of their website]
Hey [insert their name],
I noticed something off with your website.
You linked to [insert your competitor that they linked to] on this page [insert the page on their site that they are linking to them from].
Now you may not see anything wrong with that, but the article you linked to isn’t helping out your website readers that much because it doesn’t cover:
[insert a few bullet points on how your article is better and different]
You should check out [insert your article] because it will provide a better experience for your readers.
If you enjoyed it, feel free to link to it.
[insert your name]
PS: If I can ever do anything to help you out, please let me know.
I want you to send out 100 of those emails for each article
Yes, it takes work to get 10,000 visitors but once you do it you’ll continually generate traffic and, more importantly, sales.
To achieve 10,000 visitors, I want you to do the steps above five times. In other words, you will be writing five pieces of new content following the steps above.
It’s actually not that bad because you can just do 1 a week.
So, within 5 weeks you would have done your job.
So, are you going to accept the challenge? If you do everything and don’t see the results over time, you can hit me up and I’ll help.
The post 3 Simple Steps to Get Your First 10,000 Visitors from Google appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
It’s been roughly a month now since the Coronavirus started to flip our lives upside down.
From having to practice social distancing and getting used to life without the outdoors to continually washing our hands and wearing masks and seeing loved ones and friends getting sick, the Coronavirus is something none of us expected.
Even our businesses are suffering. Just look at the Coronavirus marketing stats I shared a few weeks ago. The results are devastating.
It’s why I decided to change Ubersuggest and make it more free to help small businesses out.
Since then a lot has changed and there are new opportunities that have come around when it comes to your online business and marketing activities.
Opportunity #1: Help others selflessly
My ad agency has thousands of clients around the world. We lost a ton, but we still have enough to see trends in what’s happening.
When I saw businesses starting to lose a lot of money, I decided to give more of Ubersuggest’s premium features for free. That means it would take me much longer to break even, but that isn’t something I am worried about right now.
Take look at the image below… you’ll see something interesting.
The chart breaks down how many free-trial signups Ubersuggest has received throughout the past month.
Keep in mind, new customers means free trials… a large portion of free-trial users doesn’t convert into paying customers but still, the more trials you get in theory, the more paid customers you will eventually get.
As you can see, the chart is declining. That’s because I opened up more of Ubersuggest’s paid features and made them free.
What’s interesting is you (and other community members) helped support me.
The moment I blogged about more features being opened up for
free, many of you decided to purchase a paid subscription.
I received dozens of emails from the marketing community thanking me and letting me know that they appreciate everything that I was doing AND they purchased a paid plan to help me out.
Now granted, in general signups are down, but that’s what happens when you decide to give away more for free. I didn’t do it because I am trying to leverage Coronavirus or look good, instead, I am just trying to help people out just like I’ve been lucky enough to have had people help me out during my times of need.
But here is what’s interesting… my traffic started to go up
on Ubersuggest the moment I
told everyone that I am giving more away for free.
I’m not the only one who experienced this.
Eric Siu decided to give away a course that teaches people how to start a marketing agency for free (he normally charges $1,497) and a bit more than 250 people have taken Eric up on his offer.
This has led Eric to gain more social media fans and it’s
given him an opportunity to do a webinar about his product/services to a new
audience of 50,000 people.
Similar to me, Eric wasn’t trying to do this to gain
anything, he is just trying to help people out.
I also know someone in the health space who did something similar and one person in the employment space.
They all saw the indirect benefits of helping people out.
In all cases that I have seen, the result is more traffic.
With your website and business, consider what you can give away for free. Anything you can do to help people out is appreciated, especially during this difficult time. You’ll also find that it will drive you more visitors, which is a nice indirect benefit.
Opportunity #2: Paid ads are really, really cheap
The latest trend we are seeing is that paid ads are becoming cheaper.
It makes sense because the way these big ad networks make money is through an auction system. They need small businesses to drive up the cost per click (CPC) for ads so that way the big, billion-dollar corporations have to spend more money on ads.
If you don’t have as many small businesses advertising (like we are experiencing now) there isn’t as much competition for the inventory, so the cost per click decrease.
But the virus has been causing us to spend more time online, so much so that companies like Netflix have had to reduce their streaming quality to help.
In other words, traffic on the web is up and there are fewer advertisers. This means ads are cheaper.
Now we are also seeing conversions rates dropping in certain
industries, but nowhere near at the same rate as the CPCs.
When we average things out per industry and globally, we are seeing paid ads producing a much higher ROI than before the Coronavirus hit. Just look at the chart below.
Our clients, in general, have seen their ROI go from 31% to 53%. That’s a 71% increase in ROI.
If you haven’t tried paid ads yet, you should consider it. If you do, consider ramping up as there is more excess inventory than there has been in years.
Opportunity #3: Conversions are down, but there’s a
For many industries, conversion rates are down. Here’s a
quick snapshot of what it looked like right after the first big week in the
Since then, things have changed. For some industries, it has gotten better, but for others like travel, it’s still terrible and will be for a while. Delta Airlines is currently burning $60 million a day.
But we found a solution that has boosted conversion rates by 12% on average.
If you are a store selling something online, consider offering payment plans through services like Affirm.
Payment plans reduce the financial burden your customers
will face in the short run.
And you don’t have to be an e-commerce company to leverage payment plans. If you are selling consulting services, you can accept money over a period of a year.
If you are selling ebooks or digital courses, you can also
have a monthly installment plan.
When I sold digital products on NeilPatel.com, I found that roughly 19% of people opted in for my payment plan.
It’s an easy way to boost your conversion rates, especially in a time where many people are looking to reduce their cash spend in the short term.
Opportunity #4: Offer educational based training
If you are looking for a good opportunity, consider selling
your audience educational based courses.
numbers reaching all-time highs, more people than ever are looking for new
Many of these opportunities are in fields like high-tech
that not everyone has experience in.
And, of course, going back to school can be expensive and is time-consuming. Plus, let’s face it… you can probably learn more applicable knowledge on YouTube than sitting in a college class for 4 years (at least for most professions).
So, where do people go to learn? Any online education
website offering very specific, niche advice and courses.
Whether that is Udemy or you are selling your own courses, people are looking for help.
If you don’t know how to sell online courses in mass quantity, follow this. I break it down step by step and even give you the templates you need to be successful. It’s the same ones I used to reach over $381,722 a month in sales.
Opportunity #5: Geography diversification
COVID-19 is a global issue. But it is affecting some
countries worse than others.
For example, South Korea has had better luck controlling the spread of the virus compared to many other countries.
And countries like the United States and Italy have exploded
in daily cases.
With over 84,000 new cases a day and growing quickly, the spread of the virus or the slowdown of the virus can affect your traffic drastically.
For that reason, you should consider diversifying the
regions you get your traffic from.
Through international SEO, you can quickly gain more traffic and be less reliant on one country’s economy.
For example, here is my traffic swing for my SEO traffic in
the United States over the last few months.
The US traffic is slowly starting to climb back. It’s still not back to where it was during my all-time highs, but it’s not as low as when the Coronavirus first hit the United States.
On the flip side, our traffic in Brazil has been going through the roof.
We haven’t changed our strategy, it’s not algorithm related… we haven’t produced more content than usual… we’ve just seen an increase.
We are also starting to see a nice increase in India.
By translating your content for other regions and leveraging international SEO, you can quickly grow your traffic.
Sure, it may take 6 months to a year to start seeing results in the United States, but that isn’t the case with regions like Brazil where there isn’t as much competition.
If you want to achieve similar results to me, follow my global SEO strategy.
It works well… just look at the images above.
Sadly, the next few months are going to get worse. The daily
count of new Coronavirus victims is growing.
From a personal standpoint, all you can do is stay indoors and practice social distancing.
But from a marketing, business, and career perspective, you can make a change.
You should have more time now (sadly), so use it to your
advantage. Put in the effort so you can grow, that way you’ll come out of the
So which one of the above opportunities are you going to implement first?
The post How to Adapt Your Marketing During the Coronavirus (COVID-19) appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
Want your employees to share more about your business on social media? Wondering how best to guide their social media posts? In this article, you’ll discover how to develop guidelines to help employees post more on social media and find examples of types of posts employees can model. #1: Create Clear Social Media Guidelines for […]
The post How to Guide Your Employees to Post More on Social Media appeared first on Social Media Marketing | Social Media Examiner.
Thank you for reading.
This may be of some interest.
What’s in a review?
With the right client testimonials and customer reviews, B2B brands can increase trust and loyalty in uncertain times while strengthening existing connections and fostering new ones. Your brand may even be sitting on a goldmine of evergreen trust-building user-generated content.
Let’s take a look at 20+ tips to invigorate and expand your B2B marketing toolkit with a smart customer review and testimonial strategy.
Making The Statistical Case For Testimonials & Reviews
With some surveys showing that 90 percent of adult Internet users rely on reviews before making purchases, and others placing the figure even higher at nearly 99 percent, it’s important for B2B brands to make sure they feature the reviews and testimonials their customers have taken the time to write and share online.
Despite their unique power to build brand trust, just 43 percent of B2B businesses use reviews in their marketing toolkit.
Conversion rates can skyrocket by as much as 270 percent when online reviews are smartly incorporated, however, as shown in the Website Builder Expert data below.
Some 30 percent of businesses said that customer reviews had a major impact on their overall success, and just over 26 percent said reviews also had a major impact on profitability, as shown in the following chart from a recent ZenBusiness survey.
The same survey revealed that 52.2 percent of older businesses monitor online reviews weekly and 18.5 percent do so daily, while 47 percent of newer firms monitor weekly, and 39.3 percent monitor daily, suggesting that more established brands have settled into a weekly cadence, while younger firms tend to keep a more frequent watch over reviews.
Businesses tend to monitor a multitude of online review platforms for reviews, with 67.6 percent using Google, 55.1 percent Facebook, and 46.3 percent Yelp, followed by others as shown below.
Only 11.9 percent of businesses said that they respond to every review left for them, while 60 percent said that they interact with either some or most reviews they receive, the same survey noted.
Younger B2B buyers are increasingly looking for reviews and testimonials to be delivered to them in methods that differ from those of older buyers, creating an opportunity for some brands looking to connect with younger audiences.
“Sixty-one percent of Millennial buyer decisions are influenced by user reviews that they trust,” Brian Fanzo recently noted in “Meet The Millennials: How Marketers Can Effectively Connect With The New B2B Buyer,” urging smart B2B marketers to not rely solely on traditional websites, and to instead “bring the testimonials — the trusted user reviews — to the buyer.”
Brian was one of the 13 B2B social media marketing leaders offering trends and predictions in our “13 Top B2B Social Media Marketing Trends & Predictions for 2020.”
His sentiments are largely echoed in report data recently examined by Social Media Today.
[bctt tweet=”“In 2020 social media marketing will shift from vanity metrics to transparent and authentic channels to focus on real-time customer engagement.” @iSocialFanz” username=”toprank”]
You May Already Have a Goldmine of Testimonials
Many established B2B brands may already have a fantastic cache of glowing testimonials from clients, however because some firms don’t have any established practice for gathering, collecting, and most importantly utilizing them in marketing efforts, they remain mostly hidden.
Gathering existing reviews and testimonials can be a great way to get new insight into your most loyal customers, unearth any points of customer dissatisfaction, and to build new mechanisms for improving communication with your customers.
“Your offerings should be so attractive to your loyalists that they have no reason to look elsewhere for additional products or services,” Rob Markey wrote in an insightful Harvard Business Review look at how to “Make It Easier for Happy Customers to Buy More.”
Client and customer kudos today comes from more channels than ever, which can make it challenging to gather and compile into a dedicated testimonials file. A list of only a few of the digital channels to search for possible existing testimonials includes:
- Email Correspondence
- Online Collaboration Tool Chat History
- Private Social Media Posts
- Public Social Media Posts
- Mobile Device Text Message History
- Voicemail Transcripts
Whether it’s each quarter, weekly, or every day, taking the time to mine testimonials from each of the channels your firm user is a great way to unearth potentially powerful customer and client testimonials.
Tactfully encouraging clients to consider leaving a review or testimonial is a nuanced process best customized on a per-client basis, however there are also some universal methods to help guide a good strategy, such as those outlined in “14 Proven Ways to Encourage Customers to Write Reviews.”
Social media and search engine firms have also done their part to try boosting the visibility of customer reviews, such as Google adding highlighted business reviews in Google Posts.
[bctt tweet=”“Whether it’s each quarter, weekly, or every day, taking the time to mine testimonials from each of the channels your firm user is a great way to unearth potentially powerful customer and client testimonials.” — Lane R. Ellis @lanerellis” username=”toprank”]
Testimonials & Reviews Increase Trust & Loyalty
Trust is paramount as B2B marketers seek to attract, engage, and convert new clients, and testimonials and reviews from satisfied existing customers are among the most powerful forms of messaging when it comes to earning the business of potential new clients.
It’s no secret that for many years study after study has shown that testimonials and reviews hold the power to build trust, and ultimately help persuade people to engage your company’s services.
[bctt tweet=”“High rates of loyalty are a huge asset in business. They provide a necessary foundation for profitable growth.” — Rob Markey @rgmarkey” username=”toprank”]
The earned power of trust becomes even more apparent when paired with survey data showing that globally 54 percent of consumers would still buy from a brand even after a negative product experience if they felt that a firm hadn’t broken trust.
When trust has been lost, however, some 82 percent said that they would not purchase again from the brand, highlighting the importance of building brand trust — something reviews and testimonials excel at.
Testimonials & Reviews Strengthen Existing Connections & Foster New Ones
Testimonials and reviews showcase the ability of your business to provide best-answer solutions so well that people take the time to personally write appreciative messages sharing their gratitude.
Testimonials and reviews also take good business partnerships and strengthen them, and help bring B2B relationships to new levels of commitment and trust.
62 percent of consumers leave positive reviews in order to help others in making buying decisions, while 52 percent say they leave negative reviews to warn others, as shown below.
The connections forged through testimonials and reviews makes the relationship between your business and your clients stronger, and also serve as an important and visible example for potential new clients who are looking for information about your company.
More firms are also making it easy for customers to leave video feedback, such as a method Airbnb has implemented that mimics the ease of use users have come to expect for sharing videos on YouTube or Instagram.
The video review format has led some customers to share lengthier and more precise feedback, which in turn allows businesses greater insight into their customers.
“Videos can be richly emotional — offering the real voice and face of the customer. That emotion, transmitted directly to front-line employees and leaders, often generates the sort of empathy that inspires and motivates thoughtful action,” Rob Markey has noted.
By making video reviews a simple and optional part of customer feedback surveys, brands can have the best of both traditional text-based input and — for those who choose — the advantages of video reviews.
“If they say yes, then we’ve incorporated a video widget into the survey where they can just turn the camera on on their phone or computer and leave a response,” Airbnb customer insights manager Raj Sivasubramanian has said.
“The customers that chose that option really embraced it. And we actually had a lot of customers tell us in the video, ‘This is really cool. I love the fact that I can do this,’” Sivasubramanian added.
B2B firms can also utilize more formal video testimonials into their feedback efforts, as Business 2 Community explored in a helpful how-to guide, “How to Shoot the Perfect Video Testimonial.”
[bctt tweet=”“Testimonials and reviews take good business partnerships and strengthen them, and help bring B2B relationships to new levels of commitment and trust.” — Lane R. Ellis @lanerellis” username=”toprank”]
The Challenge of Combating Inauthentic Reviews
While no firm wants poor reviews, they are nonetheless important in their own way to consumers. 62 percent of U.S. consumers found that negative reviews were just as important as positive ones when it came time to make purchasing decisions.
Customers have grown to be suspicious of businesses that have conspicuously uniform five-star reviews, however, and more now say that they look to utilize multiple sources of reviews when researching a firm.
Despite this, 65 percent of U.S. adult consumers believe the reviews they read are generally accurate, however.
Recent survey data has also shown that 55 percent of consumers see the biggest red flag with reviews that use the same wording, while 35 percent view an overwhelming number of positive reviews to be indicative of inauthentic reviews, as shown below.
Testimonials & Reviews Are Evergreen
Most testimonials focus on the things that a client or customer loved about working with your team, and these are also largely the type of praise that isn’t particularly directed at a specific time, which makes testimonials excellent sources of evergreen content that can often remain relevant and convincing for years.
HubSpot has compiled an extensive list of good examples of testimonial pages that can serve as inspiration, in Lindsay Kolowich’s “14 Testimonial Page Examples You’ll Want to Copy,” showing how to implement quotes, video, audio, case study, customer interview and other types of testimonials.
To help you along your path to building more powerful testimonials and reviews into your current strategy, or to begin implementing your first such plan, here are several additional recent resources that have been published:
- B2B Marketers Embracing Review Sites As Valuable, Trust-Building Tools Across Buyer Journey by Demand Gen Report
- The B2B Marketing Funnel is Dead: Say Hello to the Trust Funnel by our Nick Nelson
- 20 Impactful Statistics About Using Testimonials In Marketing by Boast
- Why B2B Brands Need Customer Reviews and Omnichannel Engagement by MarTech Series
- How Customer Testimonials Can be the Best Marketing Tool by Entrepreneur
Reinvigorate Your B2B Marketing Testimonial Strategy
We hope this introductory look at the power of client testimonials and customer reviews to help B2B brands boost trust and loyalty and strengthen connections has been helpful, and that the tips and statistics we’ve shared will help make your marketing testimonial strategy more robust and successful.
The post 5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews appeared first on Online Marketing Blog – TopRank®.
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