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Ryan Gosschalk
02/10/2016

How Your Landing Page Sets the Tone

“…I hate it here”.

That’s the last thing you want somebody thinking when they land on your website. You’re offering a product or service that the customer wants. You’ve put in the effort to make sure your ads and organic results appear for their searches. All of that is thrown away by an unappealing landing page.

The appearance and content says a lot about both you and your business. Think of it like the first time you’re meeting somebody. If that person wore ill fitting clothes, has messy or unkempt hair, and spoke in nothing but slurs, you’d be taken aback by their presentation. Your landing page should be no different.

The Rules of a Perfect Landing Page

Now there is good news, and there is bad news.

The bad news is, there is no such thing as a perfect landing page. The good news this leaves us with, is the freedom to create a landing page that both you and your potential customers or clients can be excited about.

With freedom comes numerous choices, which can seem a little overwhelming. Controlling yourself with a few points can keep things on track, and with a focused goal in mind. Now these aren’t rules, but more guidelines.

Digital Online Traffic Networking Office Working Concept

What Does Your Page Say About You?

Once you’ve reeled in the fish, the absolute last thing you want is a string of pop ups and a complex layout overwhelming  the senses and putting this new visitor’s head into a spin. Be calculated with the images and colours you place onto the page.

What does this image mean? Does it add to the experience I’m giving? Should I add text to make a point? These are all questions you should be asking yourself. Look at things as somebody navigating this page for the first time.

What Do You Even Do?

Something that’s overlooked way too often, is a clear and concise message about what you do and what you are offering the customer and the locations you offer it to. Their search leading them to you is one thing, but if the landing page leaves them confused, they’ll leave your page confused as well.

I Want What You Have. How Do I Reach You?

Easy to reach contact information is a very powerful weapon that is often over looked. Adding in a small field with a contact phone number and email address can make a world of difference.

Which would you prefer? Finding the information you need, and then spending a further few minutes stumbling around to find a phone number, getting frustrated and cursing the company’s name forever?

Or

Seeing contact details as part of your discovery of this new service based land, and knowing exactly where you can come back to once you find the answer you need?

If you can make things easier for your visitor without sacrificing the quality of your website, do them and yourself a favour and make it easy. It’s less stress for them, and a potential  business opportunity for you. Why don’t you contact GetMoreTraffic on 1300 332 256 today to learn how we can help you develop landing pages that people want to be on!

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Sam Fields
01/28/2016

Online Marketing Reality Predictions

The suffix ‘-near me’ is becoming more prevalent in search queries on Google, having experienced a significant increase in the last year alone. As the world becomes more and more comfortable with the fact that the device in their pockets, and more importantly, the websites that they visit are becoming better to navigate on mobile devices, we will continue to see better and more targeted results from Google. Google is putting much research and development into responding to more ‘human’ enquiries. Humans don’t talk in ‘keywords’, they ask questions, make statements, and the more Google is able to recognise this, the more in-depth its returning results.

Think about this; you’re driving down the road listening to the music on your mobile device connected wirelessly through your car stereo (this alone is a ‘future is now’ scenario), when the music dims and your GPS navigation voice reminds you to turn left. As it does this, it also mentions that there is a sale on at that store you like on the same street. Intrigued, you pull up outside said store and wander in.

While you’re there, you notice that item that’s been on your ‘want’ list for ages, but you’re unsure of the price. You decide to shop around… in Google Shopping on you mobile! You find the same item for cheaper, but not by much, and realise that for an extra few dollars (which you would have paid in shipping anyway) you can instead have the item now, so you purchase it there and then.

happy robot presenter standing on white background 3d render

You jump back in the car with your shiny new item. The music resumes, you begin cruising, the wind once again flowing through the luscious hair on your face (because in this narrative you’re actually me), and you make your way to your final destination of which you have forgotten where you were going. You ask your phone, “where was I going?” and it replies, “to the supermarket for ingredients for the dinner party you’re throwing for your friends”. You’re surprised, and somewhat confused, mainly because if this second person narrative is actually me, you realise that a dinner party for friends is not something you’re known for hosting, unless it’s pizza, but you roll with it for the sake of interest; you want to know more about this utopian future where your phone is pretty much your personal assistant.

You arrive at the supermarket, headphones in, walking with a swagger that can only come about from blasting DMX Greatest Hits in your ears. What are you going to buy? You turn off the music and speak into your phone, “Persephone,” you say, because how cool is that name for your phone (sophisticated and relevant), “what would you suggest for a dinner party of 15 friends that doesn’t include coriander as an ingredient,” and Persephone supplies you with several options. You choose one and log in to the supermarket’s website, pushing your order direct. You saunter up to the counter and the repurposed Robocop, now ShopCyborg has your order ready to load into the TrolleyDroid. You point Persephone at the PayPoint station, there’s a beep to signify an approved payment and you’re on your way home.

You’re pretty happy with yourself at this point, until you realise you haven’t invited anyone to the dinner party. Considering it is last minute, you realise that there is little chance of getting in touch with everyone, so you ask Persephone to calculate who is available that evening from your Facebook list based off the events they have agreed to attend and mass invite them.

Later that same evening, after the last guest leaves, extolling how awesome you are and how successful the dinner party was, you jump into bed. Persephone asks what genre of movie you would like to watch as she turns on the FloatScreen that hovers above your bed at the perfect angle no matter how you are lying down, with the kind of resolution that makes those obsolete LEDs look like snake on one of those late 90s Nokia phones.

“Sci-Fi, Persephone. Put on some Sci-Fi”.

Let’s take a step back to reality…

Now, of course there has been some artistic licence occurring in this story, particularly the repurposed Robocop, however, the mobile device advanced development is 100% in the works. Google has purchased apps to integrate with Maps that will allow companies to push specials to you *as you approach their venue*, and you’ll be able to talk to your phone like you would to a human. Our imagination of what is possible is literally becoming a reality, and my rambling imaginations could very well be realistic features that we will come to interact with on a daily basis.

I do admit it might be a bit weird having a phone called Persephone replying in Family Guy voices, but I’ll jump that hurdle when I come to it.

With this future soon to become a reality, will your online marketing keep up with technology? Get in touch with GetMoreTraffic today on 1300 859 600 and don’t let your business get left behind!

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Sam Fields
11/04/2015

Your Google AdWords over this Holiday Season

So, you’re looking at shutting up shop and enjoying some much needed time away, or time at home to finally attack that DIY home project that’s been sitting there since last Christmas? Sounds like bliss.

Except your competitors are out there, circling like the proverbial wolves they are, eyeing off your position gained through carefully constructed Ad Rank. They’re waiting, wanting, salivating for that moment when, as the bane of their business existence, you turn off your AdWords account for a few weeks so they can pounce.

Okay, maybe it isn’t quite as sinister as I made that sound. Without knowledge of Google Ad Rank, they would probably have no idea that they are ‘proverbially circling’. That doesn’t mean the outcome will be any different. If you turn off your AdWords and they move up in Ad Rank, when you turn it back on, you have to battle them to regain it. That costs money on two levels; the first being you have to outbid them for the position that you once held. Two, if that position was where you converted, in the time when you aren’t in that position, you aren’t converting.

Set of Cartoon Santa Claus Builders

I understand that this is the time of year when you would like to have every dollar you can possibly have in your back pocket. Presents, holidays, fun and merriness all cost a pretty penny and seeing as though no one is answering the phone at the office, I can see why you think turning off the campaign would seem like a good option. However, here are a couple of ideas to alleviate some of these concerns we talked about earlier, without affecting your Google Ad Rank:

  • Drop your budget to allow one click a day. This will tell Google that you are still in the running, which will maintain the Ad Rank.
  • If you are in a service industry, such as plumbing or electrical, include in your ads ‘Emergency Only’ so the person who sees the ads understands you are going to charge extra. That way if they click and call, you can charge a much higher rate than normal.
  • If you are in some sort of a supply industry, be sure to advise people to “Order Online for Priority Delivery”. On the Landing Page, let people know that an email order now will ensure they will be the first off the rank when the company returns to trade after the holiday.

You can see how these maintain your position on AdWords and even assist in building a pipeline for your return.

During this time there are so many awesome things that can be done to the account, which is why I enjoy this time of year. Search Term analysis, the creation of Ad Groups with specific exact match keywords, setting up Google Tag Manager, Analytics and Remarketing, building the Remarketing list, testing of new and cheaper keywords, trend analysis… the list goes on.

If you already have Google Tag Manager and Analytics set up, this is even better. These tools allow us to think about setting up goals, goal funnels, e-commerce tracking, analysing the data, working on a strategy for the historically slow months, and reviewing the need for increasing the budget in the busy months.

For many companies supplying a product, Christmas is an extremely busy time of the year, so increase the budget, ensure that Google Shopping ads are optimised, and make sure Christmas Specials are prepared months before (as in right now)! The ‘lull’ some companies experience after the Christmas period is often offset by the increase in sales in the lead up to Christmas, be sure that you are prepared now to take full advantage. Your Account Driver is gearing up for Christmas as we speak, preparing strategies to accentuate your plans online, so get on the phone with us here at Get More Traffic on 1300 332 256 and talk to them to work out a plan!

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Recent Posts

10/05/2022

Always On Marketing

Are You Missing Out On Sales By Not Having An Always-On Marketing Strategy?

Right now, technology is progressing at such a fast pace for everyone, including online businesses. This progression has led to some serious benefits in the world of e-commerce and digital marketing, but it also means that customer expectations are higher than ever. Statistics show that 75% of smartphone users expect immediate information when using their devices, and 51% believe that businesses should be available to chat 24/7. 

“That’s ridiculous! I’m just one person!” 

We can hear you shout through your screen, and yeah, at first glance it sure does seem ridiculous, but let’s not forget you’re not just one person. You’ve got technology on your side. Technology doesn’t need to take breaks or go to sleep or have a two week holiday in the Bahamas to blow off the cobwebs. Technology is your little workaholic friend. You can use it to develop an always-on marketing strategy that satisfies your customers while also letting you rest. Because, you know, you’re human, and being switched on all the time isn’t a healthy way to be. 

In this blog, we’ll take you through some of the most useful always-on marketing strategies to help you out. Soon enough, you’ll have happy customers and a business that operates 24/7, all while maintaining 8 hours of sleep a night (hopefully). Fasten your seatbelts, drivers! We’re heading out on the road to success. 

What is Always-On Marketing?

We know that customers now expect near-instantaneous responses from businesses when they shop online but did you also know that personalisation has a massive effect on buying habits? According to Accenture, 91% of consumers are more likely to purchase from businesses that provide a personalised shopping experience. Always-on marketing combines 24/7 availability with highly personalised content strategies to create content for customers that serves their exact requirements whenever they need it. 

While other marketing tactics focus on campaigns that push products in short bursts, always-on marketing has an unwavering presence. It helps businesses reach their target audience, retain their customers, and consistently build brand awareness. Even though many always-on marketing strategies are automated, they still require some manual work, not only in content creation but also for market research. 

To keep your content personalised, always-on marketing heavily relies on first-party data collected from your customers. With cookie policies changing soon, collecting this data can require a little more effort and innovation. However, once you have conducted your market research and created your content, the hard work is pretty much over. Simply set up your automations, leave them to run in the background, and analyse the data they produce whenever you need.

The Best Content Strategies for Customer Retention

Okay, so let’s have a look at the most popular always-on strategies used today. You’ll want to implement strategies that are easy to maintain and will make customers feel as though the content is there to serve them and their particular needs. The following marketing tools are easy to personalise and are incredibly effective at helping business owners retain customers while also attracting new ones. They can also be dispersed between multiple sites to help you get the most reach, making it easier for customers to find you no matter from where they are searching. 

Email Automation

Email automation is one of the easiest ways to create a personalised shopping experience for your customers. It utilises your website analytics to help you target people based on product preferences, behaviour, and past purchases. Email automation is a great way to use a customer’s past buying habits to personalise the offers they receive in the future. What’s more, getting people to sign up to receive emails is also a fantastic way to convert new traffic into leads. Simply create a pop up that encourages them to sign up (a 10% discount will usually do the trick) and ask them to select what offers they’d like to hear about in the future. 

These emails also save business owners an immense amount of time as they can create a personalised experience without having to write individual messages to every single customer. That’s because the personalisation of these emails doesn’t hinge on the content inside them. Instead, it comes down to the specific times that customers receive these messages. For example, a welcome email can contain the same message for every customer. The personalisation comes down to it only being sent to them right after they sign up. 

Automations can be triggered to be sent out at any number of specific times. In doing so, these triggers create a shopping experience that comes across as specific to each client without you having to spend forever writing individual emails for every customer. Examples include:

 

  • A welcome email when customers first sign up
  • Sending a reminder email when they abandon a cart
  • Promotion emails when you launch a new product that relates to their past purchases
  • Sending them a discount code on their birthday
  • Special offers in the lead up to celebrations like Christmas, Mother’s Day, and Easter
  • Black Friday reminders

Chatbots

Chatbots are great for providing instantaneous customer support. They’re able to interact with consumers in real-time and give them that personalised, speedy service we talked about earlier. There are a few types of chatbots available but ultimately, they’ll all assist with your always-on marketing strategy. Chatbots are also better than humans at dealing with loads of information and can scan a consumer’s enquiry and provide a solution almost immediately. Whether it’s two in the morning or 6pm on a Sunday, you can rely on chatbots to deliver premium customer support and solutions. 

On-Demand Resources

As we said, consumers crave convenience so if you really want to keep their attention (and their business) we highly recommend implementing on-demand resources. Look, you don’t have to flood your customers with a plethora of information they didn’t ask for or mightn’t find useful, but if there’s anything you think they could benefit from when it comes to your goods and services, make that information available. This could look like:

  • Instruction videos
  • Size guides
  • Downloadable instruction manuals
  • Frequently asked questions 
  • Tips for choosing the right product

Making these resources super accessible also decreases traffic to your customer support team as studies show consumers often look for their own solutions before turning to customer care. 

Social Media Engagement

This sounds like a given, but you’d be surprised how many businesses either forget or don’t know how to use social media to their advantage. But, there are so many features on social media that assist businesses with always-on marketing. Here are some examples:

  • Polls and Questions: You can set polls or questions on platforms like Instagram, Facebook, and LinkedIn.
  • Stories: Most social media story features are set to appear for 24 hours. This means you can engage with customers even when you’re getting those eight hours of shuteye we talked about earlier. 
  • Contests and Giveaways: “Like, share, tag a friend, and follow us for your chance to win!”. Seriously though, who doesn’t love a giveaway? Plus, you’ll likely end up with a bunch of new followers in the process. Market expansion, anyone?
  • Ad Scheduling: AI and automation is your friend. Trust us. You can reach your desired audience anywhere and at any time when you schedule your ads. 

Gain Access to the Best Marketing Strategies for Your Business With Get More Traffic!

Is your website a highway at peak hour? Because boy, you’ll be getting a lot of traffic with the help of our digital marketing experts. We’re passionate about helping businesses all over Australia harness the power of digital marketing to take their sales to the next level. If you’re ready to give traffic to your website the green light and learn how to increase sales and engagement through an always-on marketing strategy, contact the team at Get More Traffic today!

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27/04/2022

April Digital Marketing Industry Updates

New Multisearch Feature on Google App

Google is beta-testing a new Multisearch feature that will help users having trouble expressing their thoughts in a search query. If you’ve ever had trouble trying to find the perfect piece to add to your closet, or a good addition to your dining set or living room furniture, then this feature is the one for you. You can take a screenshot of a dress, for example, and then add in “yellow” or “pink” to find the dress in a different colour. Or you can snap a photo of your house plants and then add “care instructions” to find out how to help them grow. While the feature is only available in English in the U.S. at the moment, this will definitely be a feature to look forward to with regards to search.

TikTok Testing Search Ad Placements

TikTok is currently beta testing search ad placements for their platform. The test was first spotted by David Herrmann, president of Herrmann Digital, a paid social advertising company and shared on Twitter. These search ads, though, are just ad placements. Keyword targeting is not yet available to advertisers. Despite that, the additional placement on TikTok search is definitely promising. Companies looking beyond Google for advertising opportunities would be keen to jump onto TikTok, especially as TikTok has been proven to also have high purchasing intent.

Instagram Updates Ranking Algorithm to Benefit Creators

Recently, Instagram chief Adam Mosseri made a statement that they were currently updating Instagram’s algorithm to favour creators. New Product Tags and Enhanced Tags have been added for greater reach and relevance, as well as an update to the algorithm to favour original content. Additionally, Instagram is also looking into making adjustments to hashtag pages to help increase engagement on hashtags. With these additions, creators and influencers should be able to increase their engagement on the platform.

Twitter Testing Out its “Edit” Function

One feature that has long been requested for Twitter is an edit feature. Recently, Twitter CEO Parag Agrawal suggested that they are working on an edit function. Having such a function would be a useful tool to correct the many typos that occur on the social media platform. The edit function, however, keeps a record of the history of the edited tweet, which would be a compromise between what users want and need versus Twitters long-standing arguments against adding an edit button.

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