7 Marketing Rules and How to Break Them Effectively

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Just like everything in life, marketing has some basic rules that you’re supposed to follow. However, in some cases, your marketing benefits from breaking these rules. While you don’t want to break all of the rules all of the time, remember that these are not set in stone.

1. Keep Your Focus Unwaveringly

7 Marketing Rules and How to Break Them Effectively

Image via Flickr by Mark Hunter

Rule: It’s said in the marketing world that you should keep your focus. What should you be focusing on, exactly? The rule is that you should focus on your marketing strategy and conversions. Without conversions, you’re not going to make any money. So, you need to do anything and everything necessary to increase the people coming to your landing page, which will in turn help you sell more.

How to Break It: Let’s be honest – making money is most likely the reason you have a landing page in the first place. You want people buying your product or service. However, the best way to do this is not to constantly focus on getting people in the door. If you do this, you’re going to end up getting the wrong people. Instead, focus on your customers. Figure out your target market and use it. In addition to this, you’ll want to split your focus between a few things. Customers, marketing strategy, and your landing page layout all need to be on your mind.

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Voodoo Alerts Launches New “Is My Site Broken?” Tool

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Cool Free Tool: Is My Site Broken by Voodoo Alerts

Voodoo Alerts has launched a cool free tool that accurately and quickly checks any website for breakages, browser incompatibility, and many more factors that commonly cause poor user experience and failed conversions. This great free website check tool will analyze your website and provide feedback to help you fix any breaks that may be costing you money.

Need an example? What if your payment funnel is broken? How long would it take before you knew this, and could get it fixed? How many dollars would be lost if your ability to take payment on the most popular version of Chrome was compromised for an hour or two? The most used Chrome version accounts for 18 percent of all internet traffic, so that means your profit for those few hours decreased by at least as much. No design team is perfect, so this tool does the difficult work for you, identifying possible problems that the team has missed, automatically.

Voodoo Alerts Launches New “Is My Site Broken?” Tool

Is this just another synthetic test?

That’s a great question, but c’mon, you know us better than that. Would we waste your time talking about just another synthetic website test? Of course not! This website check tool is intuitive, using what we like to call “bloodhound analytics” to sniff out the root of your failed conversions. Synthetic tests only check your site for predetermined, preprogrammed factors. But let’s be honest, if we knew which sectors were breaking well enough to program a synthetic test to examination their function, we wouldn’t need the test right? With this free website check tool, you’ll get a website report that grades each main class of your website against the industry standard. Know exactly how you stack up against your competition and how you can better your company to gain an edge on the competition. Read the rest of this entry »

6 A/B Testing Mistakes You’re Making

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A/B testing is the best way to find out how you can mold your website to optimize conversions. However, it does not guarantee better numbers for your business. If you go about A/B testing incorrectly, your efforts could amount to striking the air—leaving you frustrated, tired, and with nothing to show for all your efforts.

Is your A/B testing working for you or against you? Are you making any of the following mistakes? Read the rest of this entry »

Should You Split Test Your Pricing Strategy?

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To give you an idea of how powerfully pricing can influence consumer behavior, consider the results of a recent study done by three management professors at Yale. The study gave subjects $1 with which they could either buy one of two packs of gum or keep their money and buy neither. When the researchers priced both packs of gum equally at 63 cents, only 46 percent of subjects made a purchase. By contrast, when they priced the packs of gum at 62 cents and 64 cents respectively, 77 percent of subjects made a purchase.

Clearly, even the slightest variation in price can have a profound impact on sales, which is why more and more companies are trying to take the guesswork out of pricing strategy by split or A/B testing price. Split testing can give businesses insight into what to charge and how to display price by revealing how actual customers respond to different pricing scenarios.

However, the marketing industry remains vehemently divided on the wisdom of split testing price. Some say value-based pricing is impossible without it, while others believe it does more harm than good. Below, we explore the arguments of both sides on the issue. Read the rest of this entry »

4 Places to Drive Traffic Other Than Your Home Page

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Through email campaigns, pay-per-click, and more, you’re driving people to your website every day. However, it’s likely the majority of your traffic is coming straight to your homepage. This seems like the ideal place to send people, but in reality, it’s one of the worst options. Make sure you’re sending people somewhere useful.

Microsite or Landing Page

Are you targeting a specific subsection of your audience? If so, make sure to send them to a microsite or landing page. These pages can be created specifically for the audience you target. This is most effective when used for pay-per-click campaigns. When a customer clicks on the link, it takes them to a site specifically related to what they searched for. They will feel more connected to your company and your product this way, rather than if they were simply taken to the home page. Read the rest of this entry »

4 Ways to Make Your Email Marketing Stand Out

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Your email marketing materials must stand out – not just in a user’s inbox, but once the email is opened too. In the past, email marketing campaigns that encouraged click-throughs typically did so by inspiring users. Read on to find out four ways that you can ensure your email marketing stands out from a crowded inbox and gets the message across.

Give It Personal Appeal

Nothing is more compelling than an email in which the President of the United States calls you by name. President Obama’s Change email campaign understood this exact approach. Don’t worry, you don’t have to be our nation’s leader to take advantage of it.

Email macros make it easy to include a personalized touch, but how you use a person’s name is just as important. The best emails feel personal.  And they are. So, address the customer, but also reach out like an old friend. Read the rest of this entry »

To Pop Up or Not to Pop Up: Knowing When This Strategy Works

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To pop up or not to pop up, that is the question – and the answer isn’t as simple as you think. Sometimes a pop-up is an ad, other times pop-up content is meant as an aid or helper item that provides more information to visitors; however, it could be hurting your business instead.

Read on for the lowdown on knowing when this strategy works and when you should avoid it altogether.

The Good and The Great

To Pop Up or Not to Pop Up: Knowing When This Strategy Works
Image via Flickr by jonworth-eu

Rich media ads created with HTML5 are the best way to execute pop-up content. Floating rich media pop-ups appear on top of existing content and require the user to close it before he or she can continue. However, rich media ads typically take advantage of the format and include videos or a call-to-action with a reply form.

A good pop-up would also consider the type of content a user might want to see. It’s customizable and adaptable. For example, an inbound pop-up ad should be relative to the content the user is currently viewing, as in a product. Likewise, an adaptable rich media pop-up may detect the user’s Internet speed and provide relevant content without killing his or her download speeds. Read the rest of this entry »

7 Major Pitfalls for Mobile Websites and How to Avoid Them for Yours

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Today, companies must optimize for three different user experiences: laptop/desktop, tablet, and mobile. Morgan Stanley analysts predict that more users will reach the Internet on their mobile device than on their computers by 2015 (or sooner). Take Google’s latest changes to its algorithm into account — it’s trying to better understand/produce answers for long-tail search queries (common to mobile users) — and you’ll understand the need for a quality mobile site and landing pages.

If you’re making any of the following mistakes on your mobile site, you’re leaving business on the table.

Your Images Aren’t Scalable

7 Major Pitfalls for Mobile Websites and How to Avoid Them for Yours
Image via Flickr by mattcornock

The images on your website should change size according to the device they’re being viewed on. If your images aren’t scalable, they won’t fit the screen view and they’ll affect text and flow. You can fix this problem by using responsive design. Read the rest of this entry »

4 Low-Cost Ways to Increase Lead Generation

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When it comes to generating new leads for your business, you don’t have to do all the work. Your customers can also work for you by generating leads through social media and sharing. The following ideas are low-cost ways you can use your customers and social media to spread your company name.

You Can’t Afford to Ignore Video

4 Low Cost Ways to Increase Lead Generation
Image via Flickr by Roberto Verzo

In December of 2013 alone, 188.2 million people in the United States watched online videos. Video content is no longer just for funny pet tricks and embarrassing falls. Retailers are learning that videos are an ideal way to generate sales and turn customers into brand advocates. For example, online housewares store Stacks and Stacks found that customers were 144 percent more likely to buy an item if they had viewed a video about it. With close to 55 percent growth in 2012, video is the fastest growing advertisement tool online. While the ideal product video is no more than 30 seconds long, it should also be engaging enough for consumers to share.

Of course, video content production can be as expensive or cheap as you want it to be. You can either hire another company to create something for you, or you can pick up your iPhone and use your computer’s editing software. Read the rest of this entry »

Creating a Compelling Company Facebook Page

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Creating a successful business has always been more than simply opening shop and waiting for customers to find you. When you’re trying to improve your business, you need to have a great marketing plan, and that includes a comprehensive social media strategy. If you want to entice customers, you’re going to want to consider having a great company Facebook page.

Creating a Compelling Company Facebook Page
Image via Flickr by Bruce McKay

Select Your Page Type

The first thing you need to do when you’re creating a business page is to select the proper type of business. Pages are listed together in their different categories. If you want people to be able to find your business and interact with your company easily, this first step is crucial.

Facebook currently has six different categories you can choose from for your company:

  • Local Business or Place
  • Company, Organization, or Institution
  • Brand or Product
  • Artist, Band, or Public Figure
  • Entertainment
  • Cause or Community

There are many instances where these categories overlap. For example, a local, non-profit theatre group could select entertainment, local business, or cause/community. It all depends on what the organization wants to focus on. Choose the section that will be most beneficial to your business. Read the rest of this entry »