Guide for online Conversions

Creating Landing Pages

1. The landing page that opens from the email must match the promotional copy. Same look and feel.

2. Avoid directing to home page. Use landing pages.

3. Avoid asking too many questions on the landing page to avoid abandonment.

4. Navigation bars can be a distraction that can avoid the prospects completing the Call to Action (CTA)

5. Keep it short and simple, write professionally. 

6. Keep a simple colour format and use contrast to highlight CTA

7. Use one CTA per page with exception on a home page

8. Use single column design for simplicity and mobile responsiveness

9. Use social proof - from reviews/recommendations/ratings from Facebook, LinkedIn, Google, Yelp, TripAdvisor, etc...

Remember you have 8 seconds to grab attention.

Communication

Watch this vlog to understand about communication.

Part 1- What is Communication and the Communication process

Following is the Communication process: 

Leave a comment of more content you prefer and if there are any suggestions. Thank you!

What can you track from your website?

Your website is not simply and information providing resource. It can also provide a lot of data that can benefit a company. This post will discuss how to analyse such data and what the data can tell you.

Digital Analytics

Any quantitative or qualitative data that can be derived from a digital medium/digital media which can be analysed can be your digital analytics. The following video will help you to understand the importance of Digital Analytics:

Some of the basic analytics that you can get from your website are as follows:

• Website visitor traffic
• Locations they visit from
• Average time spent
• Pages visited
• New Vs. Return Visitors
• Browser/OS used
• Device used
• Bounce Rates

These metrics can make you understand the relevance of your content, The most popular pages, responsiveness required, visitor flow, etc... Google Analytics is one of the best and free tools that can be used to analyse such data. You can find training and support resources for Google Analytics by clicking here: https://support.google.com/analytics/answer/4553001?hl=en

Email Marketing

E-mail marketing is generally considered as intrusive and a push method of getting your message across. However, its success has been questionable as it is considered as Spamming method which has low results. However, with proper management and execution an e-mail campaign can be a very successful pull campaign to generate leads. This post will discuss some of such Do’s and Don’ts to focus on:

Do’s

1. First we need a good email Database to start with. What do we mean by “Good”, a database which is accurate and segmented according to the requirement.  An organization should collect email addresses with the consent of the email owner and for the intended purpose (If it is for updating of new product information it needs to be used specifically for that purpose.)
2. Design an attractive responsive (Platform independent) emailer. The design needs to be tested on multiple email platforms to be sure it would be viewable.
3. Each emailer should have a link to display out of the email platform in the case of non-displaying and to unsubscribe from the database (And active for 30 days) if required and felt intrusive.
4. The name of the emailer has to be shown with the physical mailing address
5. Use tracking code for your email campaign to access the success rate of the campaign. You can use free scripts from Google Analytics
6. Whenever you have in-links (URLS to specific content of your website or landing pages) use Google URL Builder to track.
7. Refine your campaigns based on success and use A/B Testing to find out the optimal designs
8. Use an email marketing software to have many email addresses in you To, CC or BCC fields. Eg: Mail Chimp, Get response, etc.. (You can find some free email marketing software in: http://blog.capterra.com/10-free-email-marketing-software-solutions-small-business-marketers/)
9. Test your email on gmail, yahoo and other common email providers to see if it get spammed.

 Don’ts

1. Make sure you don't leave others email addresses visible when you email
2. Never use deceptive headers, From names, reply-to addresses, or subject lines. eg: yourname@domainname.com
3. Do not use Interactive Content such as Java Scripts, RSS feeds, Forms
4. Spam Words such as CLICK HERE, Make Money, FREE, Discount, etc...
5. Use pure HTML code
6. Image to Text Ratio must be acceptable. Do not overdo images
7. Do not send too many emails to the same receiver, send what is relevant and requested

The following Inforgraphic by GetResponse explains everything in a easy to understand flow chart:

 References:

https://mailchimp.com/resources/guides/how-to-avoid-spam-filters/html/

http://help.pardot.com/customer/portal/articles/2128167-spam-filters-and-how-to-avoid-them

https://blog.getresponse.com/optimize-your-spam-filter-resistance-quick-guide.html?_ga=1.85625497.1645782633.1469380309

https://support.google.com/analytics/answer/1033863?hl=en&ref_topic=1032998

Why Search Engine Marketing (SEM) gives faster results

Search Engine Marketing (SEM) is yet be exploited in Sri Lanka. There are a lot of companies who talk about Search Engine Optimisation (SEO) but the truth is no one can fool Google. You can optimise as per Google webmaster tools but if you want a successful lead generation method the best is to focus on SEM ( For Google use-Google Adwords).

It may sound simple but it is a process that needs to be well thought through and hence it is important to spend some time in understanding the concepts and the tools available. Ex: via Google Adwords account.

Following are some steps to be followed in order to have a successful SEM Strategy:

1. Identify your Digital Marketing Objectives

You need to identify what you want to achieve from your SEM campaign. Also, the objectives you identify needs to be measurable. Hence, develop SMART objectives.

2. Prioritise on what you want

You may have many things you want to achieve but identify the most important of them and focus on them.

3. Identify your target audience

Your target audience plays a major role as they will be the receivers of your products/services. Hence, you need to identify them by Gender, Location, Age, Interests, etc... This will help in getting better results from the campaign.

4. Identify the keywords relevant to your product/service/brand

It is critical to know what your Target Audience would type on Search Engines to find your product/service/brand. These are commonly known as Keywords as they are the words that your target audience will make a mental relation with your product/service/brand. There is a key word tool Google Adwords provide which will help in identifying the best keywords to bet on. 

5. Identify the placement sites

Google allows you to select websites, You tube videos, etc.. in order for you to target the Ad. These are known as Placements and Google calls the network of such sites as Google Display Networks (GDN). It is always good to know where you will have to place the Ad as it will help in running an effective campaign. You may use Google Trends and sites such as Alexa to see the rankings of webpages. 

Alexa top 10 websites in Sri Lanka : http://www.alexa.com/topsites/countries/LK

6. Create unique/catchy, text/image/video which you would use as the Ad content

No matter what strategy you create it is important to have attractive Ad content. In order to get your clicks your Target Audience needs to get attracted or generate interest on your content.

7. Create Call-for Action.

Call for action can be to download product details, register on a form, request for     information/call, etc..

            8.      Launch

If you have followed the above steps then you are ready to launch your campaign.

            9.      Monitor

There is no point of any campaign if it is not monitored and measured. You need to make sure whether the intended results were achieved. Measure the clicks achieved, the enquiries made, the visits to the target location, etc... If you do notice a gap, go back to the above steps and change certain parameters. The best way to learn is by tweaking and meddling around.

All the best with your campaigns and please leave any comments and I will try my best to respond!

Following are some good links which will give you more insights on the topic:

Starting with Google Adwords: http://www.youtube.com/watch?v=tx2L6EGa9DY

Marketing Automation

Overview of Marketing

"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." 
-The official academic definition from CIM (The Chartered Institute of Marketing).

 It is important to understand the consumer buying decision process before understanding what marketing is supposed to do. This process has the following steps:

1. Need Identification
2. Information Search
3. Evaluation of Alternatives
4.  Purchase Decision
5. Post-purchase Behavior

In every stage of the decision process a marketer has to establish the brand/product.  The communication model of AIDA is important.

•       Attention
•        Interest
•        Desire
•        Action

Today’s customer can be influenced not only via Above the Line (ATL) Marketing and Below the Line (BTL) Marketing but what is known as Through the Line (TTL) marketing which brings an interactive form of communication. The online world plays a big role in this aspect.

Websites, Social Media, Search Engines, e-mails and online advertising play a big role in helping in the consumer buying process whether it is by creating a need or to support any stage of evaluation/research resulting in a call to action.

Need for Accountability

Marketers are in general having been seen at the other extreme end of accountants as they are known to be big spenders and cost centers. Whilst in some companies Sales & Marketing is handled by the same team, it may require to be two independent teams working together to achieve a common goal.  Marketers are known to hate numbers and to answer questions related to accountability specially as they tend to spend in areas where Return on Investment (ROI) cannot be determined.

Traditional advertising will mostly talk of Reach, Circulation, Mind share, Viewership, Listenership, etc… which is mostly based on representative research questioning the accuracy of the measures. This ambiguity and the return on advertising which is linked with sales cannot be always attributed towards marketing effort as external factors such as economy, business environment, competitor action, fiscal policy, etc…

However, with wafer thin margins and high costs in marketing activities, many companies have put restrictions and measures on Marketing expenses. Continuous struggle of efficiency and effectiveness has not only put pressure on marketers but also, created a need for monitoring tools. 

Marketing Automation

The common question asked from Marketers is "How do you justify your Advertising spend?" This question can be now answered by Marketing Automation.

Some of the areas Marketing Automation impacts:

• Campaign Management
• Landing pages and web analytics
• CRM Integration
• Email Marketing
• Social Marketing
• Social Listening
• Lead Generation
• Lead Scoring
• Marketing Analytics
• Customer Life Cycle Management

Source: http://41.media.tumblr.com/a810fafd27183a441f95aeaa53005961/tumblr_inline_nubqhl7JYK1qf1f17_540.jpg

In essence Marketing Automation provides the required process to influence the Consumer Buying Decision Process for creating Attention, Interest, Desire & Action (AIDA).

What is a Blog? Why Blog? & How to start a Blog?

What is a Blog?

A blog in simple form is derived from the words Web+Log. It is a website or few web pages one may use to log personal information or to share information/knowledge. A Blog is generally frequently updated and will be popular if it reaches an audience of interest.

Why Blog?

For several reasons. It can be a substitute for a diary if you want to maintain it personally. It can be used to log you daily activities which you want to maintain for record purpose. Or it can be used to share your knowledge/experience. Several reasons for maintaining a blog is as follows:

1. To share information/knowledge/experience
2. To be updated, as the more you write/type the more you will research and learn
3. If you are in the academia or in a senior position of career it might be a requirement and/or a community service
4. If you have a knack for writing and maybe you want to publish your work
5. Finally, maybe to monetize as a good blog can be a good revenue source.

You can read more about why you should maintain a blog through the following articles:

• 9 Reasons You Should Blog (Forbes) - http://www.forbes.com/sites/danreich/2011/10/15/9-reasons-you-should-blog/#7475a5815ab0
• 10 Reasons You Should Start Blogging (The Huffington Post) - http://www.huffingtonpost.com/michael-b-fishbein/10-reasons-you-should-sta_b_5326353.html

How to start a Blog?

There are many available blogging platforms. However, I will discuss of 4 platforms available and the best in my opinion.

Blogger

Blogger is an acquisition by Google and hence has a steady and scaleable platform. Some the features highlighted by Blogger is as follows:

Source: https://www.blogger.com/features

Some of the key features of Blogger is as follows:

• Google platform, hence easy to integrate with Google Login, G+, YouTube and Google services
• Better Search Engine Optimization (SEO) 
• Ability to monitize using Google AdSense
• Easy to use with Android Platform (Mobility)
• Good analytics provided within Blogger (However, you can integrate Google Analytics)

WordPress

WordPress is an Open Source online publishing platform that is preferred by millions. Like Blogger, WordPress has hundreds of themes which can be selected and provides good SEO and mobile friendly features. However, Free features are limited and a plan is required for some of the features.

Source: https://wordpress.com/pricing/

Weebly

Weebly is a very user friendly platform for creating a website/blog. It has nice drag and drop features with many themes and features. Following are some features:

 

Source: https://www.weebly.com/features/start-a-blog

However, there are plans to be purchased if you want certain customization such as Custom domians and to remove Weebly branding.

Source: https://www.weebly.com/pricing

Wix

Wix too has some nice features that makes it a very attractive Web platform that can be used to create a Blog. Following are features highlighted by Wix:

Source: http://www.wix.com/start/blog

The stunning templates, easy blog editor, social & promotional tools, video & photo galleries, etc.. makes it attractive. However, it too has Wix Branding for the Free service and Custom domains only in the paid versions.

Source: http://www.wix.com/upgrade/premium-plans

Based on above comparisons following would be the comparison of each Blogging platform:

Features	Blogger	Wordpress	Wix	Weebly
Easy of signing up	1 Step	6 steps	1 Step	1 Step
User friendliness	5	4	5	5
SEO	5, Uses Google platform	4	4	4
Custom Domains (URLs)	Allowed  Free	Not available for Free version	Not available for Free version	Not available for Free version
Google Analytics	FREE	Only through Business Plan	Only through a Plan	Only through a Plan
Rank	1	4	2	3

*Some of the cells above uses a rating from 1-5 where 5 is the highest and 1 is the lowest. Except in the Rank Column

The highest Rank is on Blogger.com . Whilst the merits of each platform is different one should use the best platform that suits the requirement. Please feel free to share your comments and opinions in the comments column below.

If you have a Gmail/Google Login creating a blog is straight forward. Just visit- Blogger.com login and click on New Blog and you will get a screen as follows:

Just type in a Title a new address mine is sasay.blogspost.com and I have created a custom domain -Yasas.me and linked it to this blog. However, if you want more information check the following video...

HAPPY BLOGGING!

Google Solutions every modern Marketer must learn

Following are some Google Solutions every Digital Marketer should know and learn. I will try to explain every solution briefly through this blog.

1. Google Alerts -https://www.google.com/alerts
2. Google Trends - https://www.google.com/trends
3. Google Analytics - https://analytics.google.com
4. Google Webmasters - http://www.google.lk/webmasters
5. Google Adwords - http://www.google.com/adwords 

  AdWords  

  
Webmasters

Alerts

What was searched on Google in 2015

This would be a dream to see what people searched on Google through out the year of 2015 and it actually has been put to a video. Hope you will like it?

The Planning Process an Overview

In the beginning came the Planners.
And then the Assumptions.
Computers hummed, Words were polished,
Models were refined and Numbers crunched.
Draft upon Draft as comments poured in.
Then one day, Planning stopped ... there it was,
The "Final Draft" neatly printed and bound.

Next came the "buy-in" working bottom-up.
The Plan made it's way from desk to desk,
In development, through service, out to sales then back.
But darkness fell upon the face of the workers,
For the Assumptions were without form, and
The Plan was without substance.
They spoke among themselves and sent feedback
"The Plan is a crock and it stinks."

And News of the Plan traveled up the line,
Supervisors went unto their Managers and said to them,
"The Plan is like a container of fertilizer with a strong odor."
The managers met and rushed to the VP's saying,
"The Plan contains that which stimulates growth,
And employees say it is very powerful."

The Vice Presidents went together unto the President and said,
"The New Plan is very powerful and will stimulate growth."

The President looked upon the Plan,
And saw that it was good.
The Plan was ratified, and an order went forth,
"Final Draft" was replaced with "Approved."
And that is how S(tuff) Happens in Business.

Sadly the Author is unknown