How to Design Landing Pages That Convert

By Kate O'Hara on Thursday, July 19 2012 How to Design Landing Pages That Convert

Ever clicked on a marketing offer, to be taken to the business’ homepage with no mention of the offer? Dropping users onto the homepage is essentially asking them to fend for themselves, however we know that users are time-poor and unwilling to navigate complex websites. Therefore, a more effective approach would have been to create a dedicated landing page to house the offer, giving you the exact information you require in no time at all. Now you’re a captive audience, and more likely to download/purchase/subscribe.   What’s a landing page? Landing pages have been likened to a pick-up line, as they’re short, concise and focused on “closing the deal” - i.e. asking users to perform a specific task such as subscribing, downloading or purchasing. Therefore, landing pages are critical for promotion-specific marketing as they provide a focused experience designed to accomplish a singular conversion goal.   Know the purpose of your page They key to effective landing page design is knowing who you’re talking to, and why the landing page exists in the first place. Firstly, developing goals for your landing page is paramount. Common landing page objectives include: Communicating brand values of the organisation; Achieving a conversion i.e. sign-up, registration, download, sale; ...

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Using Social Science to Better Your Social Media

By Kate O'Hara on Thursday, July 5 2012 Using Social Science to Better Your Social Media

If I told you that psychology and social media go hand in hand, would you agree? Unlike the traditional Web, social media is a very emotional landscape, where people are at the centre of their own ecosystem. So, the value of social media lies not in the technology, but the people, relationships and the meaningful actions between them. In this way, those that succeed in social media do so by appealing to deeply rooted human needs, designing experiences that captivate the mind and feed emotions. And, with so many competitive forces at play, those who look to social science exert far greater influence than those that blindly deploy a set of tactical tools. To apply social science to social media, we need to shed light on human behaviour, and how people think about, influence and relate to one another. Behavioural scientists have found that when faced with information,...

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Does Social Media Success Equal Facebook Likes?

By Kate O'Hara on Thursday, June 14 2012 Does Social Media Success Equal Facebook Likes?

Facebook Like fever is taking over. I’ve noticed recently a growing emphasis on Facebook fan acquisition, and campaigns centred on “Become a Fan” or “Like us on Facebook”. While these campaigns are valid in the short term, many brands and businesses are relying on Facebook fan counts as the primary measure of success, and mistaking this figure for actual popularity and social interaction. Many brands believe that they can attract Likes, and subsequently let their page go idle. However, clicking Like is only the beginning. Thousands of Facebook fans doesn’t equal a captive and active audience who will tune into your messages and publicly support your business. Brands needs to refocus their aim beyond the initial click of the Like button, and toward building and sustaining a relationship with their fans. It’s a long-term process, but the quality of a brand’s fan base is only as strong as the effort put into cultivating and managing it. ...

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5 Ways to Incorporate User Experience Design

By Kate O'Hara on Thursday, June 7 2012 5 Ways to Incorporate User Experience Design

The world wide web is powered by the end user. They choose which websites to visit, what information to consume, and what products to purchase from whom. In this way, a website’s success does not hinge on design or information alone; it relies on how the user perceives it. This perception is particularly important as technologies and methodologies advance, and web-based systems move from static mediums to complex, interactive experiences. Basically, your website’s success boils down to whether you can retain your target user’s interest through considered systems and tools. Enter user-experience design, or UX design.   What is user experience design? “Design is not just what it looks like and feels like. Design is how it works” - Steve Jobs The term “user experience” refers to how a person feels when interacting with a system, be it a website,...

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The Ultimate Facebook Open Graph Guide

By Kate O'Hara on Thursday, May 31 2012 The Ultimate Facebook Open Graph Guide

For many, Facebook has become a daily activity, much like eating and sleeping. It’s a place to document their adventures, milestones and thoughts with their peers. Now, active sharing by users is being replaced by automated sharing via Facebook’s Open Graph, allowing apps to share a user's identity through where they are, who they’re with and what they’re doing online. Content sharing is nothing new. Virtually all sites have adopted the ‘Like’ button to socially share content. However ‘Like’ is a very general term. In early 2012, Facebook launched the new Open Graph which would allow users to “read”, “listen” and “love” things instead. In this way, the Open Graph can be utilised as a full media consumption platform, rather than just a social sharing or discovery platform. As Zuckerberg said in 2010, "Yelp is mapping out the part of the graph that relates to small businesses. Pandora is mapping out the part of the graph that relates to music. If we can take these separate maps of the graph and pull them all together, then we can create a Web that's smarter, more social, more personalised and more semantically aware." HIs dream is now becoming a reality.   So, how does it work? When a...

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2 Signs Your Social Media Will Fail

By Kate O'Hara on Thursday, May 10 2012 2 Signs Your Social Media Will Fail

Everywhere you look, you’re told to get on social media because “it’s a great way to market your business”. This is true, however most don’t understand why they’re doing it or what to expect from it. The truth is, success in social media is challenging. Most businesses don’t succeed due to failure to plan and execute. Here are our top 2 signs that you’re on a fast track to social media failure, with tips on how to avoid it:   Warning Sign #1: You have unrealistic expectations One of the most widely held assumptions is all social media is viral. Companies launch into social media expecting to be met with likes, followers and comments en masse. When this doesn’t happen, most businesses give up. However, social media is no overnight miracle worker. if your company is just starting out with no online presence, you have to commit to long-term participation before you start seeing a return on your time investment. You need to be realistic in t...

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#Pinterest Marketing, How To Measure Success

By Kate O'Hara on Tuesday, May 1 2012 #Pinterest Marketing, How To Measure Success

Pinterest - It needs no explanation. By now you’ve likely been inundated with best practice guides and case studies. We won’t weigh you down with more how-to’s; we’re more interested if Pinterest is a valuable time and resource investment. Outside of Pinterest follower counts, there are few ROI metrics available to explore. Pinterest is still a marketing experiment, with its potential currently being explored by brands, businesses and retailers alike. Here’s what the statistics tell us so far: From Q2 2011 to now, Pinterest has grown from representing 1.2% of social media revenue for e-commerce sites to 17.4%. This figure is predicted to grow to 40% by Q2 2012; Pinterest drives more referral traffic than YouTube, LinkedIn and Google+ - with its share of social media referrals growing steadily; A report by RJMetrics found Pinterest is retaining and engaging users as much as 2-3 times as efficiently as Twitter was at a similar time in history; Over 80% of pins are repins, demonstrating ...

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How to Optimize Email for Mobile Audiences

By Kate O'Hara on Thursday, April 19 2012 How to Optimize Email for Mobile Audiences

With the surge of mobile uptake in recent years, email subscribers are now viewing emails in a diverse ecosystem of desktop, mobile and social contexts. Therefore, it's imperative to design your email marketing campaigns with mobile in mind, to ensure that your mobile recipients are getting the best user experience from your messages. If you’re not optimising your email marketing for mobile, you could be missing valuable opportunities. Read on to find out how to optimise your EDM campaigns for mobile audiences.   How do I know if I have a mobile audience? Web analytics and surveys can help you decide. Most email marketing software includes email analytics to collect information on which email clients and devices your subscribers are using to view their emails. ...

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4 Ways to Generate B2B Leads Through Social Media

By Kate O'Hara on Thursday, March 29 2012 4 Ways to Generate B2B Leads Through Social Media

B2B social media is on the rise, connecting businesses to prospective clients and providing value to current clients. However, despite its relationship-building benefits, many businesses have trouble converting social media interactions to leads and sales, and proving their social media programs are contributing to business revenues. According to a White Horse marketing survey, 86% of B2B firms are using social media, compared to 82% of B2C firms. However, B2B firms aren't as active in their social media activity - only 32% engage on a daily basis, compared with 52% of B2C firms. In addition, a BtoB Magazine survey found that 59% view lead generation as their greatest online marketing channel. But, it doesn’t have to be difficult. So, how do you make social media an efficient, cost-effective channel for finding new customers and clients online?   Step 1: Consider Your Staff, Channels and Customers To ensure your business or brand is maximising social media for lead generation, you need a dedicated social media team or group who can plan, create, monitor and measure on a daily basis to ensure your social media presence is timely and relevant t...

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Marketers Guide to Facebook Timeline for Brands

By Kate O'Hara on Thursday, March 1 2012 Marketers Guide to Facebook Timeline for Brands

Within the next month, everything you know about Facebook Fan Pages will change. Facebook Timeline for Brands is now being rolled out, and will be the default by March 30. It’s different to what you’re used to, with the demise of popular features including the famed default landing tab, but with all new layout, marketing and administration features to take advantage of. Read on to discover the new changes, and best marketing practises for brands transitioning to the new fan page format.   Layout: Photo and Chronological Timeline Facebook Timeline for Brands is similar to Timeline for personal profiles, focusing on the past as much as the present. This feature presents an opportunity for brands to emphasize chapters in their history that are relevant and interesting to fans. Did you know American Express began as a courier service in the late 19th century? Or that Coca Cola was invented as a treatment for headaches? Sharing a brand’s back story - right back to it’s humble beginnings - stimulates conversation, and helps humanise a faceless business. Go through your company’s history and mark milestones (business founded, product launched, store openings, new staff) to construct a narrative for your audience. Accompany your milestones with images for full effect. For example, Ben & Jerry marked the introduction of "More Fantastic Flavours" as a milestone in 1999. When users navigate via the timeline sidebar, they can view key events throughout ...

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