The Art and Science Behind Landing Pages That Convert
Explore the steps suggested by a content marketing agency that is essential to building an aesthetically pleasing landing page full of conversions. If you were running a brick and mortar business, you wouldn’t put extremely uncomfortable chairs in the lobby, or decorate in a manner that recalls the local DMV. Customers would quickly tire of their surroundings and depart. Yet many businesses are, in effect, doing the very same thing with their websites and landing pages — making the services of a smart content marketing agency all the more important. The art of great landing page design Websites and landing pages are the public face of a business and reflect both the competencies and priorities of that enterprise. If your web pages are riddled with spelling or grammar issues, for example, it sends a terrible signal to prospective customers. If the site is cumbersome to use and not intuitive, customers will give up in frustration and fail to convert. Or, even worse, depart for a competitor’s page. So why use a content marketing agency? And what makes an appealing landing page? For the most part, it can be distilled to a few simple steps: 1. Simplicity and clean design Aesthetics are a key consideration when creating a landing page. A cluttered presentation is not only displeasing to the eye, but it also reduces functionality. Worse, it simply looks unprofessional. Good landing page design is clean, sleek, and simple. A landing page should always be designed around one key objective: A conversion. 2. Consistency in branding All landing pages should display good continuity with the website as a whole. Logos and other branded elements should remain consistent as should brand voice. 3. Effortless navigation Businesses can’t afford to lose customers because of poor design or UX. A great landing page needs to close the deal. Landing page navigation should be intuitive and effortless, but also limited. You want the visitor to remain focused on converting, and too many navigational options may send them off in another direction, never to return. 4. A clear and compelling CTA A great landing page has a succinct and persuasive pitch. Your call to action should also be prominently placed. Use appropriate color, design, and text elements to make your CTA stand out. 5. Refined, concise sales copy A good landing page doesn’t waste a single word. All copy should be calibrated to convert. Be direct, be compelling and explain the value proposition as simply as possible. Other key tips In addition to mastering design, tone, and voice, businesses should ensure that landing page functionality is a priority. Forms for collecting leads and social sharing options should be simple to use and work flawlessly. Because businesses are asking visitors to take an extra step when they fill out boxes or click to share, these processes need to be as frictionless as possible. Testing is another key part of an effective landing page design. Running some simple A/B tests can help you determine which design elements are the most engaging, and help you make the choices that lead to maximizing conversions. While there are many options for template-based do-it-yourself options for landing page design, businesses seeking to build the most professional and engaging pages possible should consider partnering with a content marketing agency that specializes in design and website development. The takeaway At BIGEYE, we believe that great landing pages are the result of stellar design, creative copy, and rigorous testing. If you’d like to maximize your conversions, please don’t hesitate to reach out today to learn what a great landing page can do for your business.
Warning: This Blog Post May Lead to Cuteness Overload
Prepare for an emotional overload! Work with a brand development company to help craft an ad that pulls at the heartstrings and connects consumers. Any good brand development company knows that emotional resonance is one of the keys to great advertising. If you can move someone emotionally, there’s an excellent chance you’ll be moving some product soon afterward. Obviously, not all emotions are created equal in this sense. Brands making a habit of sending audiences into a hot rage probably wouldn’t be beneficial. But joy? Wonder? Delight? If you can master those feelings throughout your brand messaging the way Disney has, your brand has unlimited potential. Disney and the science of “cute overload” You’ve probably noticed that people are naturally drawn to cute things, with babies, puppies, and kittens serving as exhibits A, B, and C. But baby ducks might be the cutest of them all. Small, squeaky, and equipped with adorably goofy bills and oversized webbed feet, baby ducks are certainly in the Pantheon of Cuddly Animals. Disney’s recent ad showcasing its EuroDisney theme park exposed our collective love of baby ducks in brilliant fashion. The story plays out like this: A tiny, lonely baby duck finds an old Donald Duck comic book in a field and is instantly infatuated. The duckling mimics Donald’s poses and seems to spend all his time absorbed in the book’s pages. Unfortunately, a change of season comes in the form of a nasty thunderstorm and some seasonal migration. The duckling has to leave his beloved comic book behind, as he flies away to parts unknown with the rest of the flock. In a heartwarming twist, however, the flock’s new home just happens to be on the outskirts of EuroDisney. Who does the duckling see standing in front of the theme park? Donald Duck himself, resplendently clad in his customary three-sizes-too-small sailor suit. The duckling runs to Donald, hugs him and closes his eyes in sheer bliss — striking the same pose that millions of children visiting Disneyworld have also experienced after meeting Donald, Mickey, Minnie, etc. It’s a pretty brilliant advertisement — even for a company that specializes in creating this kind of magic. If you’re a brand or a brand development company, it also provides a good opportunity to examine just why this approach is so effective. As it turns out, it’s all in our DNA. Why the cuteness sells It’s not uncommon to see someone pinch a baby’s rosy red cheeks. Or, to hear someone utter the (slightly unnerving) phrase “you’re so cute I could just eat you up” when in the presence of a baby. So why do humans feel a compulsion to pinch and squeeze babies and puppies? Science has an answer. According to a 2015 study conducted by Yale psychologist Oriana Aragon, the feelings that adorably cute babies and animals inspire in us are so overwhelming that we instinctively follow them up with feelings of aggression. The general idea is that humans are designed to maintain emotional equilibrium. The presence of a baby (or an adorable duckling) sparks such an emotional reaction within us that we immediately compensate by thinking or acting in a more traditionally aggressive manner. That’s a fascinating finding — and one with interesting implications for any brand development company, as well as the advertising and marketing industry as a whole. If emotional resonance is the Holy Grail of connecting with audiences, cuteness overload might be the map that helps brands discover it. The takeaway At BIGEYE, we help brands create the kind of advertising and marketing campaigns that inspire and delight audiences. If you’re not getting maximum value from your current marketing approach, please contact us today to learn what we can do for you.
A Content Marketing Agency: The Solution to Understanding Gen Z
Well, it’s time for a new challenge: Generation Z. They’re kind of like Millennials, but just a little bit extra. In just three years, the global population of Generation Z will outnumber Millennials, reaching a population of about 2.5 billion. In the United States, members of Generation Z now comprise 20% of the population and rising. To be successful, marketers need to understand the shift that’s occurring. In order to do that, they need greater insight into the makeup, preferences, behaviors, and motivations of Generation Z, which is why partnering with a content marketing agency might be beneficial for you. Personal appearance, immediacy, and the “Instagram Effect” Generation Z is the first cohort to have never really known a world without the smartphone or social media. They’ve grown up in public, documenting their lives online. In this sense, they are part of a radical experiment, having no experience of the slower and more private analog world that existed before smartphones and social platforms. A report compiled by Fung Global Retail & Technology draws some interesting conclusions about Generation Z, including the following: They attach great importance to personal appearance, having spent their lives being judged (and judging others) on social media. They spend more on leisure and lifestyle purchases (restaurants, travel, etc.) due to the competitive pressures of social media (also known as the “Instagram Effect). They are the most demanding and least patient generation in history, due to on-demand services such as Netflix, Postmates and Uber. These three characteristics are, of course, of particular interest to content marketers. Members of Generation Z are extremely interested in products tied to appearance. They are hungry for experiences; their consumer spending habits are often tailored to the need to show social media audiences that they have fun, interesting, and meaningful lives. They also have a craving for, and expectation of, immediacy. Because this generation has grown up in an environment where products and services appear at the push of a button, they’ve been conditioned to expect a fast response. How a smart content marketing agency connects with Gen Z Generation Z members spend around nine hours each day on their devices, scrolling through various feeds, posting content and socializing. In order to increase engagement, marketers should do the following: Rely on video and images rather than text. Create visually-striking content that stands out, with a clear call to action. Use an attention-grabbing approach that cuts through the clutter. Generation Z has grown up immersed in advertising, so it takes something novel to seize their attention. Understand the sensibility. Younger people document their lives on social media, if you want to understand what they think is funny or interesting, all you need to do is look. Don’t patronize. There’s nothing worse than a brand attempting to connect with young people by clumsily appropriating their humor or lexicon. When something like this lands, it can be very effective — but it can also backfire spectacularly if not executed well. A content marketing agency is your best option While we’ve been helping brands succeed for more than a decade, BIGEYE prides itself on being a young, energetic content marketing agency. We move fast and build data-driven content for our clients. If you’d like to better understand the art and science of targeting Generation Z, don’t hesitate to contact us today.
Meet Spot: Amazon’s Solution to Enhancing Voice & Video Technologies
If software is really “eating the world,” no company is more likely to come down with a vicious case of indigestion than Amazon. In just a couple of decades, the company has redefined the experience of shopping, transformed office life via Amazon Web Services and introduced us to Alexa — their friendly, helpful voice assistant. A casual observer might say the creation of Alexa — as popular as she is — is somewhat inconsequential for a company that helped reinvent shopping and working. And that casual observer would be utterly wrong. Why Alexa and voice technology offer extraordinary possibilities for brands Amazon is working to make voice technology an indispensable part of our daily lives by following a two-pronged strategy: Improving Alexa’s underlying software to make her more powerful and life-like, with also rolling out a plethora of new Alexa-equipped hardware devices, each designed to fulfill a specific role. One example: The Amazon Spot — a compact, Alexa-equipped device with added features made possible through the touchscreen. While it might first appear to be a simple, whimsical looking home device, the Spot has much more going on under the surface — and it starts with a concept called machine vision. The Echo Spot uses artificial intelligence-equipped video and voice processing to allow Alexa to better understand the surrounding environment. By merging voice with visuals, Alexa can use her facial recognition capabilities to perform tasks such as adjusting room temperatures, alerting you when friends or packages arrive at the door or guide you through custom recipes. At its recent hardware rollout in September, Amazon debuted more than a dozen new products and product upgrades, most of which came equipped with Alexa. The tech giant seems intent about deploying Alexa’s capabilities in every possible device — not only in our homes but also in our vehicles as well. Amazon’s push to make Alexa omnipresent in our daily lives is no big strategic secret. In a recent company earnings call, Amazon hinted that Alexa would be a key growth driver in the years ahead, not merely in e-commerce, but in digital streaming services and other channels. A new paradigm The debut of the iPhone seems like a seminal event in retrospect, but at the time it left some observers decidedly underwhelmed — a TechCrunch review even predicted the iPhone would “bomb” because consumers would hate the now-revolutionary touchscreen design. We can’t judge these early misapprehensions too harshly, however — it’s often difficult to grasp paradigm-shifting technology in its early stages. Voice technology is developing along the same curve. At first, these devices seemed to be a useful but hardly essential household luxury. As the technology grows more powerful, however, the true nature of this shift will become apparent. Voice app development and new hardware devices such as Amazon Spot will make the technology more accessible, easier to use and, ultimately, harder to live without — and that’s something that should draw the attention of every marketer. The takeaway Much as the notion of carrying a tiny computer that’s integrated into every aspect of your life would have seemed far-fetched as late as the year 2000, replacing the conventional smartphone with advanced voice assistants (in hundreds or thousands of different forms) today seems remarkable. Soon, however, Alexa, Siri, and Google Assistant will be our constant companions, ready to help execute an almost limitless series of tasks with great efficiency and precision. The maturation of the underlying machine learning technology — and countless new skills being added through voice app development — will help speed this process. While voice assistant-enabled commercial transactions may be a novelty for many today, they will soon become commonplace. This means that brands that begin deploying voice technology at this (still early) stage will carve out a significant edge in the voice and visual ecosystem. Contact our voice engineering services team today to get the edge on voice technology.
Amazon’s Alexa Just Powered up – Here’s What Marketers Need to Know
Voice technology continues to surge in terms of adoption, with global smart speaker sales up 187% in 2018’s second quarter. The world’s largest manufacturers collectively shipped nearly 17 million voice technology devices in the second quarter, up from roughly 9 million units in the first quarter. These numbers are evidence of an ongoing shift from touch to voice as the default manner by which we access connected devices. Someday soon, the idea of navigating through daily life by tapping on a smartphone screen may seem as quaint as visiting the neighborhood video rental store. This has massive implications for advertisers and marketers, of course — and one of the best ways to capitalize on this is the effective use of Alexa Skill programming. Evolving from basic Skills to a nearly limitless future While Alexa’s current Skills are geared toward basic topics and operations, new tools are being released that will profoundly expand the powers of Amazon’s smart speakers. The company recently staged its Amazon Fall Device Announcement Event in Seattle, rolling out more than 70 new devices and developer tools. Let’s take a closer look at some of the most relevant of these new voice products, features, and tools debuted out in September: Next generation Echo devices The third generation Echo Dot gets a redesign and better sound, while the second generation Echo Show features improved sound and a larger display. The second generation Echo Plus allows consumers to automatically discover and set up connected lights, locks and plugs with a simple voice command. New Echo companion devices The Echo Input, Echo Sub and Echo Link allows Alexa to be added to existing speakers and enables direct streaming from high fidelity stereo systems. Echo On-the-Go Alexa can now go mobile, as On-the-Go allows users to add her to their car or truck. New Alexa features Along with new products and new product iterations, Alexa is getting smarter and more powerful. New features include guided cooking, email, Skype and streaming music integration, plus smart home and security features. Added developer tools Amazon has introduced a new developer language (Amazon Presentation Language) that is designed to help integrate voice with visuals. The company also introduced the fourth iteration of their Smart Home API and Alexa Connect Kit. Amazon’s decision to focus on adding a visual component to its voice technology devices is telling. The company is attempting to improve the user experience and make voice technology more accessible. Along with new hardware devices, the introduction of Amazon Presentation Language will give developers one more powerful tool in their arsenal. In the coming years, Alexa’s capabilities will grow exponentially as she transitions from fulfilling basic and relatively straightforward tasks to handling more advanced processes. Alexa’s cloud-based machine learning capabilities ensure that she grows smarter over time, improving in understanding and natural language processing and accuracy. Amazon’s goal is to have Alexa tightly integrated into consumer life, both at home and in commercial settings. The takeaway In terms of marketing, the introduction of new devices, features and Alexa Skill programming tools is an exciting development. As Skills grow more refined and powerful, they will become competitive in terms of audience reach with smartphone applications. Savvy brands will stay at the vanguard of the shift to voice technology, using Alexa Skills to sell, market products and services, and deepen engagement with their audiences. Contact our voice experts today to get your brand’s Alexa Skill programming jumpstarted.
Looking for Better Classroom Engagement? Work With Alexa…
In just a few years, digital assistants have gone from a novelty to nearly ubiquitous. Much like the smartphone revolution a decade earlier, Amazon Alexa and Google Home are transforming the way we live, work and learn. This could not be more apparent anywhere else than in the classroom, where Alexa programming is helping drive superior educational outcomes while getting students more engaged with the learning process. How voice technology is being implemented in classrooms Products such as Amazon Alexa are a natural fit for today’s classroom. They are relatively inexpensive to purchase, they can be easily programmed to provide a vast amount of educational functionality and — most importantly — students love interacting with A.I.-driven voice assistants. So, how are teachers and administrators using Alexa and other platforms in the classroom? Let’s take a look at a few of the most popular implementations: Storytelling Alexa is capable of reading stories to students, including popular audiobooks. This is particularly well-suited for younger classrooms, where the novelty of having a voice assistant lead “story time” is always an attraction. Mathematics In addition to reading stories, Alexa has the ability to perform calculations and teach basic math skills. This can liven up instruction and provide teachers with an easy resource to check student work after class is over. History lessons Along with her ability to spin a tale, Alexa is also a current events whiz, as she can offer daily news rundowns. Alexa programming also allows teachers to use the device to administer historical trivia games and other content. Science Alexa can also be programmed to deliver basic science lessons on everything from biology to the natural world or deliver popular science-focused podcasts. Administrative functions Teaching isn’t all about lecturing or offering hands-on instruction. Alexa’s programmed skills can help teachers with classroom time management tasks (by setting reminders) along with providing students a resource to discover information on their own, without having to interrupt the teacher. These implementations represent just a few of the ways Alexa is being used to improve the learning experience. As the number of Alexa voice applications (or “skills”) continues to grow, teachers will have an even greater number of creative, voice-based approaches to deploy in the classroom. Preparing for a voice-activated future Growth in the voice assistant market has been explosive in recent years — and adoption of smart speakers is projected to rise by another 1000% by 2023. We are quickly shifting from a world mediated through a keyboard to a world that is run largely by voice command. Whether at home, in the office or in the classroom, voice assistants are quickly becoming our default option for interfacing with the connected world. Schools that stay at the vanguard of this change will be best equipped to help their students navigate this transition. A top Orlando marketing agency like BIGEYE can assist in this process by delivering sophisticated Alexa programming services at a competitive rate. Equipped with the right set of skills, Alexa can keep students engaged and excited while allowing teachers to work more efficiently at the same time. Talk with our voice engineers today to learn more about how we can personalize voice technology for your classroom.
How to Leverage Alexa’s Persistence Capabilities to Your Advantage
“Hey Alexa, what time is it?”, “What is in the news today?”, “What is the weather forecast for today?” The answers to these simple questions can help you jump start your day. But, what if you need Alexa to remember a more specific piece of information from previous interactions? For example, the last time you took your medication or your current progress in an adventure game. This capability is known as persistence – a feature that is not being fully utilized by many companies or the voice engineering services firms they work with. Alexa answering your question about the weather is helpful, but she can also remember that you inquire about the forecast first thing every morning when you wake up. This recollection allows Alexa to offer you the information as part of the conversation rather than a one time exchange, showcasing the true value of digital assistants. It is persistence that enables her to remember and recall information, providing a more anthropomorphic, or human-like, personality. The purpose behind persistence The goal in developing voice applications is providing interactions with Alexa that are more conversational and less transactional. An interaction along the lines of “Alexa, order me some coffee,” to which she responds, “What type of coffee would you like to order?” sounds completely transactional. Compare that to something like, “Alexa, order me some coffee,” to which she replies, “Sure, I see you ordered a dark roast last week and Colombian the week before. Would you like either of these or a new type of coffee?” Both of these conversations will result in you getting coffee, but the interactions are profoundly different. Imagine asking your significant other their favorite restaurant every day for weeks and weeks. Odds are you would stop asking because after hearing the answer a few times your brain would commit it to memory. Then, you could capitalize on persistence and take your significant other out for a surprise dinner at that special spot. The thrill they get from knowing you remembered is how you should feel every time you interact with Alexa. Techopedia, a technology-based encyclopedia resource, defines persistence as “an object or a process characteristic that continues to exist even after the process that created it ceases or the machine it is running on is powered off.” In the case of voice applications for Alexa, persistence means that even if your skill is not currently in use, the responses that have been given in the past are still in memory. And, can be called upon the next time that you invoke your skill. With this feature, the programming possibilities are endless. Skills from Jeopardy to Skyrim use persistence to create unique, engaging experiences that bring users back over and over. Imagine the benefit to your business of producing that kind of appeal in a voice application! Getting started So, you are probably wondering, how does persistence work? Luckily, we are here to help break it down for you with a few simple steps: 1. You need to come up with a voice UX design that will help you determine what information your application needs to commit to memory and how that data will help your skill. 2. Next, you need a place to store this data and for that, you need a database such as DynamoDB. DynamoDB is a NoSQL (non-relational) database, which makes the storing of data more efficient. Non-relational databases are like the class jock from your high school. He’s great at one thing, but doesn’t do well with relationships. The diagram below shows a solution architecture using DynamoDB. 3. DynamoDB is separate from the core services, yet it is still highly performant. To develop this type of solution, you first create your environment inside of the database that will be holding your data. Next, you add methods that will save and retrieve data from your database for use by your skill. Diagram 1 4. Finally, you need a way to give users the option to save this data (see diagram 2 for an example of how to store data programmatically). Diagram 2 How to give users the option to save or in this case what is known as a ‘save intent’ can be seen in diagram 2 and 3. This can be something as simple as asking Alexa to “save my medications for the day.” Diagram 3 Once this architecture is in place, the new methods you develop will be able to create, update, read, and destroy data as the skill is used. As you start storing data, you may need to refactor the existing method that will handle your skill. This is the handler that will give your skill the functionality to call upon this stored data and produce meaningful responses. For example, imagine a skill that will help users keep track of their medications, including whether or not they have already taken medication today and the amount in which they have taken. Let’s call it Medi Buddy. The interaction might look something like this: User: “Alexa, open Medi Buddy.” Alexa: “Welcome to Medi Buddy. What medications have you taken today?” User: “Tylenol.” Alexa: “You have now taken two doses today. Please be mindful of this.” Or, asking Alexa the same question from a different perspective… User: “Alexa, ask Medi Buddy how many doses of Tylenol I have taken today.” Alexa: “You have taken two doses of Tylenol today.” The takeaway Medi Buddy stores data on medications taken allowing Alexa to use that information in two different contexts. In some instances, that capability simply makes interactions more positive. In others, like our Medi Buddy, its ability to grasp medical facts could be a lifesaver. Regardless of the question asked, the power of persistence wielded by a skilled voice engineering services firm can help you develop exceptional applications. Contact our development team today and we will get Alexa set up to connect consumers with your business. Author: Yavi Padilla, Web and Voice UX Engineer
3 Essential Steps for Innovative and New Alexa Skills
Especially through the implementation of voice advances such as new Alexa Skills, the power of the Internet is now a single swipe away, regardless of time or location. With the introduction of digital assistants, the experience of interacting with the Internet became even less mediated. Now, instead of swiping and actively seeking information, users could simply pose questions and listen to the response. This innovation has profound impact for businesses and marketers, who are busy developing new Alexa Skills and Google actions to better serve their clients. At BIGEYE, we’re part of that trend — we recognized the importance of smart speakers early and we’ve been at the vanguard of digital assistant development. With that in mind, let’s discuss three key things we’ve learned while developing for digital assistants. Intuitive design is critically important Standard apps have visual cues that people can use for guidance. Even if they don’t entirely understand how the app functions, they can use context clues and visual information to learn how to navigate. They can also scroll back up if any information is forgotten. Alexa Skills don’t have visual cues or scrolling ability, which means that it’s essential for developers to create logical, intuitive interfaces that are easy to use. Predictive learning is critical; only by anticipating what users are going to say can developers ensure that users don’t become frustrated and disappointed. Emphasize user experience People have different expectations when they use voice apps — they expect it to be a more “human-like” experience than that seen in an interaction with a graphical interface. Voice apps should play into this expectation and deliver a warm user experience. Simplicity should also be stressed. Too much complexity will lower engagement with any app, and that’s especially true with voice technology — still an unfamiliar experience for many people. Solve a problem If you want to create an Alexa Skill that finds a loyal audience, focus on solving a real world problem. Give the user a reason to use the technology frequently by having it address a recurring issue they have to deal with. These problems don’t have to be epic in scale; perhaps it’s just an easier way to order a favorite item, or a reminder that something needs to be done. The important thing is that the Skill adds value and is used frequently in daily life. The takeaway Digital assistant technology is being adopted at an incredible rate. Soon, Amazon Alexa and Google Home may become as ubiquitous as the smartphone. In order to capitalize on this shift, businesses and marketers should apply the insights outlined above during their development efforts. As a top Florida advertising agency, we’ve been integrating these development advances into our own client strategies. Contact us today to see how we advance your brand into this new voice technology realm.
6 Tips for Creating an Eye-Catching Video Marketing Strategy
As the majority purchasing consumer audience continues to skew younger, their preferences become ever more important — and that means video is ascendant. According to Wired magazine, YouTube now reaches more Millennials than any cable network. Even more importantly, video is influencing purchasing, making a video marketing strategy that much more valuable. A study from Animoto shows that 80% of Millennials use video when making a buying decision, while 76% follow brands on YouTube. And if you think those numbers are impressive, just wait a few years until the even more video-focused Generation Z achieves the same level of buying power as Millennials. So how can businesses capitalize on this shift? It’s simple: Create and distribute the kind of video content that catches attention and converts potential customers. Tips for creating a stellar video marketing strategy Given that a staggering one-third of all time spent online is devoted to watching videos, businesses can no longer afford to ignore the impact of video marketing if they wish to remain competitive. And the traditional reasons many companies have given for avoiding video (cost and time) no longer apply, thanks to the emergence of new technologies. Preparation and planning, however, are key. So to help you craft a truly effective video marketing strategy, consider the following tips: 1. Define your goals and establish key performance indicators Before getting started with content, you need to have an overarching objective: What do you hope to accomplish through video marketing? You’ll also need to measure the efficacy of your strategy, so you’ll need to establish performance indicators and then track your progress. 2. Create an attention-grabbing title Have you seen YouTube titles lately? You’ll notice they share many of the same characteristics: Capital letters, lots of human faces making animated expressions and intriguing descriptions. All of these things are proven to increase engagement. 3. Focus on the first ten seconds The first few seconds of your video are the most important; they need to jump out at viewers and seize their attention. If a video is too slow to build momentum, viewers will drop away. 4. Don’t be overly focused on what you’re selling Younger viewers love videos, but they don’t love the hard sell. Let interest in the product build organically by taking a subtle approach. 5. Ensure that it’s optimized for mobile and search Even the best video will be ignored if it doesn’t play properly on a smaller screen or if it’s inaccessible to your audience. 6. Go behind the scenes This is one of the more popular video trends of late — and for good reasons. Viewers love behind the scenes videos, and they offer an easy way to create compelling content. The takeaway It’s hard to understate the importance of video marketing, as the statistics illustrate just how pervasive the form has become. As a top Florida advertising agency, we’re experts at creating the kind of eye-catching video marketing content that wows viewers — and converts them into customers. Contact BIGEYE today to implement a video marketing strategy that converts.
How to Optimize Your Inbound Marketing Strategy to Increase Sales
However, a well-written blog post that subtly touts the benefit of the same product that’s being cold called elicits a much more favorable response.That’s the key distinction between outbound and inbound marketing. One interrupts, the other earns attention from the reader or viewer. And while outbound marketing has its place and time, an inbound marketing strategy is the key to growing commerce. Why inbound marketing boosts sales and revenue According to Forbes, it would be difficult to overstate the true impact a well crafted inbound marketing strategy has on overall brand growth. Marketing emails, commercials and other forms of traditional outbound marketing seek to initiate conversation with audiences. It’s an aggressive approach and not particularly clever. Inbound marketing strategies (such as conventional content marketing, book authorship, viral marketing etc.) attempt something more challenging: Igniting the interest of the audience, and compelling them to seek out a business. It’s a more subtle approach — and also one that can have a significantly larger payoff. The increased difficulty of reaching prospective customers is one reason why inbound techniques have become more commonplace. Today, we’re all inundated with ads, which means that even the most skillfully executed outbound ad can get lost in the shuffle, becoming background noise. Ad-blocking technology, too, has reduced the potency of many traditional outbound ad strategies. Great inbound marketing, however, can breach the mental blinders that audiences have against conventional advertising by offering something that’s useful, actionable, and compelling enough to make a prospect transform from the “pursued” to the “pursuer.” To accomplish that, however, you’ll need a well-crafted inbound marketing strategy. 4 Tips for creating an inbound marketing strategy Strong inbound marketing strategies tend to share a lot of the same characteristics. If you’re seeking to implement a new inbound strategy, consider taking the following steps: 1. Define your audience, your goals and the best environment to reach them. Who are your buyer personas? Where do they live? What interests them? 2. Create deeply compelling content. This is the building block of any successful inbound approach. Give the reader or viewer something with the capability to surprise, delight, entertain or educate, and you’ll leave them wanting more. Capturing interest is the first step toward generating more sales. 3. Ensure that your content is accessible. There’s no point in creating top-level content if it simply disappears into the void. This means you need to focus on modern SEO best practices, or perhaps even consider paid search placement. 4.Amplify your message and build relationships through social channels. Skillful use of all the major social platforms is an imperative for businesses seeking to build interest, develop relationships, burnish brand attributes and, create buzz. The takeaway Inbound marketing is a powerful tool for boosting sales and revenue — if executed competently. As a top Florida advertising agency, we do just that, helping our clients create the kind of inbound marketing campaigns that captivate, compel and convert. Contact us today if you’re ready to start seeing the power of sophisticated inbound marketing strategy.
