Video Production & Animation Company

Should I Use Push Or Pull Marketing for My Small Business?

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged , , , ,

Hi everyone,

Today I wanted to do a quick post about pull vs. push marketing and what strategy you should focus on with your business.

For the uninitiated, push marketing is where you go out and find your clients, as opposed to pull marketing is where you let your clients find you.

A good example of pull marketing is the use of adwords and SEO, while cold calling is a good example of push marketing.

For the team here at PA, we rely on both strategies, but our best ROI definitely comes from pull marketing.

I think we get our best ROI from pull marketing because for bigger ticket items every person will go through a traditional buying cycle and the first stage of that buying a cycle is research.

People will always information gather first, then make a purchasing decision second., and these days, everyone uses Google to do research first.

So at Premium Animations we buy Google adwords to always try to position ourselves to be in front of our prospects eyes when they are doing their research.

But there is a problem.

Adwords is tough to get right. It’s complicated, esoteric and it can become really costly if you get it wrong.

But when it comes to ROI, an effective adwords campaign is unparalleled.

So where to start if you are interested in getting a good ROI from adwords?

If you’re a masochist like me, you can take a few online courses and seminars and begin to do it yourself. This strategy is rewarding but very time intensive. Your other option is to use an adwords firm.

There are some great one out there and they can make life a lot easier.

But something that you should always be wary of is to make sure that every keyword that your firm is targeting has a corresponding landing page and that your firm is Google certified.

On the landing page front, stress this to your prospective firm, as some firms will simply send traffic to your homepage. Simply buying traffic and sending it to your homepage is as good as throwing your hard earned cash down the drain.

We learnt this lesson the hard way. So learn from our mistake on this one and use a firm and make sure they are certified and will also use a landing page for each keyword.

Why Should I Use Landing Pages?

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged , , ,

Hi Guys, today I am going to talk about how to use landing pages effectively and why they are so important, particularly if you are using Google adwords to drive traffic.

So what exactly is a landing page?

A landing page is a single page that you create that has the specific of goal of either capturing your visitors details or getting them to click through to the next page (which is the next stage in your sales funnel).

A really effective landing page has a very clear call to action above the fold and limits the number of actions a visitor can take.

Limiting the number of actions a visitor can take on your landing page is easy and you do it by presenting the visitor with only one or two actions. Limiting the number of options your visitor can take allows you to lead the visitor to where you want them to go.

Ok. With the definition out of the way, why are landing pages so important?

A few reasons.

The big one is that it can save you A LOT of money. Especially if you are using adwords to drive traffic.

If you are currently using adwords, I can bet that majority of you (or your adwords managers) are directing the visitor who has just clicked on your ad your homepage.

This is a big mistake and if you’re doing this, you’re wasting a ridiculous amount of money.

I will tell you why.

When a person lands on a ANY webpage, a question they always ask themselves is ‘do I belong here?” If the answer is no, they will bounce off your page faster than superman can put on pants.

So if you are directing all your traffic to your homepage, what you are doing is making that one page responsible for telling every user that lands on it that they are in the right spot. This is next to impossible as being everything to everyone is not a great strategy.

So what’s the solution?

It’s simple, you create a new landing page for every profitable keyword that you’re paying for in adwords.

Having a dedicated landing page helps your visitor realize they are in the right spot as their search term is prominently displayed on your landing page, which then reduces the chances they will bounce off that page.

But there is another great advantage.

The other great advantage is that your page (and ad) has now become really relevant for that search term and because of this your ad gets a better quality score which then makes it a lot cheaper, saving you lots and lots of money.

So I know what you are thinking.

“This is great. But I just don’t have the time to do all this. I have a business to run”

I understand. But you can get this set up in about 2 hours with a great site called www.unbounce.com.

This site lets you create landing pages in about 30 minutes and it’s really simple to use, and the benefits are well worth it.

We use it for our business and we have not looked back.

What is A/B Testing and how can it help me?

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged , , ,

Hi Guys,

I thought for this weeks post I would talk about A/B testing.

A lot of people think A/B testing is a really complex and esoteric subject, but I hope to demystify it as much as I can.

So first things first. What is A/B testing?

A/B testing is where you develop different versions of a single page on your website and basically split your traffic so 50% of your visitors see one page and 50% see the another page.

You then measure which page which you’re visitors engage with more and which page gets you more customers.

You might be thinking how much of a difference altering one page really make…. but let me tell you it can MASSIVELY change your business, with increases of revenues (or conversion rates) of 200% not unheard of.

If you are interested in reading about some of the impacts A/B testing has had on some businesses, you can read some case studies here

But I digress.

So in my experience, I have found that the big issue with A/B testing is not in people understanding the broad strokes and concepts, but more in how to actually implement an A/B test and where to get started.

So how can you get started A/B testing?

You have a few options, including using Google Website Optimiser, however I have found that a great site that helps you implement A/B testing really easily is http://visualwebsiteoptimizer.com/.

The site is perfect if you are just starting out and it offers really easy to follow instructions and also a 30 day free trial.

Setting up the test is easy as pie and you don’t need any knowledge of how to be a great coder or really even HTML.

I have no affiliation with the company, except from being a happy customer.

If you are interested in pushing your conversion rate higher, I suggest starting with this program and just changing your homepage as a great starting point.

Just remember when you are making the different version of your homepage to have some of your benefits above the fold and a clear call to action for your customers as well.

Cheers everyone.

 

How can I identify keywords that are relevant to my business?

How To Get More Traffic, Marketing Tagged , ,

Hi Guys,

I thought I would do just a quick post on identifying keywords that are relevant for your business.

Identifying which keywords your customers would use when searching for your service or product offering is crucial because so many people conduct research on google in order to educate themselves before ever making a purchase.

Fighting this fact is beyond futile and you always need to be where your customers are, and at the moment they most of them are searching on google.

Anyway, I digress. So I have previously written about ahrefs.com and that fact that it is a great tool to spy on your competition. It’s great as it not only allows you to see your competitors ad copy and the amount of traffic they are driving to their site, but it also allows you to see which keywords your competitors are using to drive traffic.

This is great as it used to be a long and painful exercise to determine the most effective keywords, but with this tool, it’s now really quick and easy to find out which keywords you should target.

To use this tool, simply go to ahrefs.com and put in your competitors name. Chances are that if your competitors are using a specific keyword and you’re not (and you think the keyword could be valuable) you should it do your adwords stable.

To measure just how effective the keyword is in driving traffic, just log into google analytics, select the ‘sources’ tab and the data will be there. If you really want to get tricky – you can add a conversion code to your site and see how effective that keyword is in driving conversions for your business. I have spoken about setting up conversions here. And if you haven’t done it, I cannot recommend it enough.

If you do all this ( it would only take a 30 minutes to set up)and find that the keyword is working for you and driving traffic, you can allocate more of your adwords budget to that word to increase your number of customers even further.

Thanks guys and I hope everyone is having a great start to 2013 and you are all ready for a big year.

The PA Team.

PART 3 – Increasing Conversions: How to know you are making progress.

Conversion Tips, How To Get More Customers Tagged , , ,

In the first part of this blog series I ran through HOW to determine what your biggest leaks in the GROWTH HACKING FUNNEL. We then learned about WHAT changes we could make to OPTIMISE each step.

Today, I want to discuss how we should be actually determining and managing changes to ensure that our conversions are improving.

As I previously mentioned, you should follow the GOLDEN RULE and always be plugging the biggest leak in your funnel.

If you are just starting out, or if you are a business that is PRE-PRODUCT MARKET FIT (see here!), there are probably some obviously things you KNOW you can do to your site that will help optimise steps in your funnel.

USABILITY testing is also great during this period because it will quickly highlight easy changes you can implement immediately.

In this scenario, you can also just follow rules of thumb and use your gut instinct (following the advice above!) to QUICKLY and EFFICIENTLY implement changes to your site. SPEED and KNOWING what to change is the key in this scenario. You will easily be able to measure the effect of these changes because your FUNNEL and ANALYTICS should be in place!

Once you reach a certain level however, things become a little less black and white. Growth optimisation then becomes a science and DATA becomes your best friend.

There is a diminishing rate of return. The more we optimise our funnel, the harder it is to continue to improve our conversions. As a result, we need to move to a more SCIENTIFIC approach for determining and managing changes.

We don’t know if the changes we are going to make will increase conversions!

See, the thing is, PEOPLE are WEIRD and UNPREDICTABLE! (In a good way of course ☺)

We now need to start TESTING our HYPOTHESIS to make sure that the changes we are implementing will DEFINITELY increase conversions.

After all, we don’t want to waste resources on something that won’t be BENEFITIAL!

So, how do we do this?

The easiest way is to run what is called an A/B test.

In an A/B test we divide the traffic to a certain page on our website (ideally from one source) into two groups.

We then use one page as a control and create a separate one, implementing the changes we THINK will increase conversions.

One of the groups then gets sent to the ORIGINAL page and the second group to the NEW page and we MEASURE the difference.

Simple right?

This way, we know whether or not the changes we are implementing are actually increasing conversions!

Why do we go to this great length though?

Well, the beauty of it is that we can actually test a number of things at once, for each stage in the funnel, while still knowing what is working and what isn’t!

Furthermore, there are also some great tools out there which allow us to create A/B tests without having to do any coding (or divert development resources!).

Two of the easiest to use are https://www.optimizely.com and www.visualwebsiteoptimizer.com

Both of these tools allow you to CREATE your own A/B tests by simply DRAGGING/EDITING/DROPPING elements on your current page.

You can change text, add/change images all with a few clicks! On top of this, you can also track what GOAL you are trying to measure and easily determine what % of users you want to use in a test!

TIP: Make sure you do some cross-browser testing after creating your tests though as sometimes editing the HTML on your site using these tools can cause some issues….

Great…well here is a real A/B test from the guys at 37signals in action!

Read the full story here: http://tinyurl.com/3wgof54

Please note though, most tests aren’t as clean cut as these!

Well, that’s about it for today. I hope you have learned a little more about HOW you TEST what is actually working on your site and KNOW that your conversions are increasing.

Just remember, DATA never lies! After your funnel starts to become pretty optimised you will need to TEST EVERYTHING!

Happy New Year everyone! Keep those sales coming in 2013!
Adam

Be Mobile, Be Happy

Explainer Video, Marketing, Uncategorized Tagged , , ,

Hi Guys,

I hope everyone has had a productive week and your business and website are performing at their peek.

On the subject of getting your website to perform at it’s best, I thought this week I would write about the importance of having your site ‘mobile ready’.

For me, having a site that is mobile ready was really hammered home the other day.  I was walking past my local restaurant and the place was packed (as usual) but for some reason all I saw was a bunch of people standing in circles playing on their smartphone.

It’s pretty obvious that these days, everyone is connected and everyone is on their mobile.  On the stat front, smartphone penetration rates in Australia are at about 55% and we are only a few years away from having 90% smartphone adoption rate.

But for me, I think the tipping point was when my parents (late adopters by anyone’s standards) each got a smart phone. Mum – you know it’s true.

So what does ‘mobile ready’ mean exactly?

It’s pretty simple, it means having your website optimised so that when someone comes to your site from a smartphone they won’t have to pinch and squint in order to navigate your site. A perfect example is seen from the dominos website below.

The difference is staggering. You can see how easy the mobile website can be navigated when compared to the other site.

If these were competing websites, I know which one I would prefer to use and which one would make it easier for me to get in contact with the owner.

So more often than not, if someone comes to your site from a smartphone and  your site is not mobile ready, they will bounce pretty quickly to find a website that is. Don’t let this be your company.

At Premium Animations, we find that about 17% of our traffic comes from either a smartphone or tablet, so we want to make it easy for this 17% to get in contact with us. So we have been mobile and tablet ready for the last few months.

Some resources you can use to help make your site mobile ready for as little as $10 a month are below.

https://www.langoor.mobi/

http://www.dudamobile.com/

Thanks everyone and have a good week.

Robbie.

 

 

 

 

PART 2 – Increasing Conversions: How to optimise each step in your funnel

Conversion Tips, How To Get More Customers

In the last blog post, I wrote about HOW to IDENTIFY the critical leaks in your GROWTH HACKING funnel and what you should be focussing on to ensure that you are spending time on things that will have the biggest impact on your conversion rate.

I’m hoping that from the last post you are now saying to yourself something like:

“Wow, only 10% of people who are landing on my contact page are filling in my form”

OR

“Damn, while 30% of people are filling in my form, only 0.5% are signing up to my paid service!”

Now that we have this knowledge, the next question that most people ask is what can I do to fix this?

Good Question.

Today, I wanted to cover this and also provide you with a roadmap of how to increase your conversions. This FRAMEWORK will work REGARDLESS of what step in your funnel is causing you grief.

The best information on this (in my humble opinion), has been done by B.J. Fogg. He research is in behavioural sciences that you can learn more about here.

In essence, all we are ever trying to do is to OPTIMISE each step in the funnel and get as many users as possible from ONE STATE to THE OTHER. For example, we are trying to get as many people as possible who land on our CONTACT FORM to FILL IT IN. If we do this for each step, our overall conversion rate will increase.

So, what can we do to move a user from ONE STATE to ANOTHER?

Well, generally we can do this in one of two ways:

  1. Make it EASIER for them to do it.
  2. INCREASE their MOTIVATION to do it.

Pretty simple eh?

So the two questions you should always be asking are:

“ How can I make this EASIER for my users?”

AND

“ How can I INCREASE their motivation for doing it?”

Here is an example.

Let’s say people are landing on your contact page but not filling in the form. Below are some ideas I have just come up with and they are categorised in these two buckets….

EASIER

  • Cut out all irrelevant fields (do you really need their address)
  •  Make the button bigger or put it above the fold
  • If it’s a long form, step them through it in stages
  • Show them what % they are up to
  • Indicate if a field is missing/incorrect
  • Allow them to create a password without Capitals, numbers and symbols!

MOTIVATION

  • Indicate why you need this info
  • Add a testimonial and highlight benefits of the product
  • Provide trust symbols
  • Tell them it will only take 5 seconds
  • Reassure them they wont be spammed

Now its your turn!

Think about where your BIGGEST LEAK is in your funnel and ask those two KEY QUESTIONS!

Once you have some ideas its time to test! (Hint: I’ll show you how to do this in the next post!)

How To Spy On Your Competition

Marketing Tagged , , ,

Hey Guys,

I hope everyone is having a productive week and your website is performing at the highest level it can.

I thought today I would talk about a tool that helps you ‘spy’ on your competitors. Very James Bond of me I know.

So the website is called http://ahrefs.com. It is a fantastic tool as it gives you an analysis of what keywords your competitors are using to drive traffic to their site.

It is also ridiculously easy to use. You simply put in your competitors website name and click the ‘search keywords’ button and you are good to go. Signing up to the site is also really easy and it’s free as well.

This is great news if you are a new business owner, because this tool can help you keep costs low and get insights into your industry that would have most likely taken your competition months or even years to develop.

Another cool feature of this site includes being able to see what percentage of your competitors traffic is coming through adwords or SEO.

But for me, the last really useful insight ahrefs brings to the table is providing the ad copy your competitors are using for each keyword they are targeting.

This is great as it is likely your competitors have already optimised their ad copy and are using ad copy that converts really well. So this little trick can save you lots of time as you can use it as a base on which to create your own ad copy that kicks your competitors butt.

So if you are just starting out in business, or you want a bit more from your adwords campaign, use this tool and get some great insights and get the edge over your competition.

Thanks guys

Robbie (Mr Bond) Rankin.

Quote Of The Day: “Winning isn’t everything, but wanting
to win is.”
– Vince Lombardi

 

PART 1 – Increasing Conversions: Knowing what to focus on

Conversion Tips Tagged , , , ,

It’s a question that every web business owner asks on a daily basis:

How can I increase my conversions and make more sales?

This is so important because sales are the lifeblood of EVERY business. Often however, the hardest part in this question just knowing what you focus on.

All businesses have limited resources so we always want to ensure we are as EFFECTIVE and EFFICIENT as possible.

So the question then becomes:

What will have the biggest impact on my conversions? or
What should I be focussing on to increase my conversions?

Before we can answer this question, it is first important to understand what your GROWTH HACKING FUNNEL looks like and know the different USER STATES that your visitors go through.

We need to not only look at the high level metrics (total traffic & total revenue), but also dive deeper to understand what is happening between! You can read more about that here.

Once we have done this, we then need to MEASURE where the BIGGEST leaks in our funnel lies.

That is, in what step are we loosing the LARGEST MAJORITY of our customers.

To do this, we need to be measuring each step in the funnel.

What percentages of users are just bouncing off the homepage?
What percentage are getting to the contact page but not filling in the form?
What percentage are signing up but not purchasing?
Etc. etc.

The GOLDEN RULE is: ALWAYS focus on the BIGGEST LEAK.

As the saying goes, if we don’t measure it, we can’t manage it!

So then, what tools are out there to help us measure each stage in the funnel?

Here at Premiumanimations.com, we are currently just using Google Analytics and the GOAL TRACKING features that are associated with it.

Goals in GA are great because you can visualise your funnel and quickly see your conversion rate at each point. On top of this, you can also dive deeper and understand what pages/sources/content are ASSISTING your conversions (I’ll leave this for another day!).

To learn more about GOALS and how to create them, see here!

However, there are a number of other great analytical packages you can sign up to that are often simpler than GA.

KISS METRICS is one of these.

Well, that’s about it for today. Just remember, ALWAYS FOCUS on the biggest leak in the funnel and your efforts won’t be wasted.

In the next post, I’m going to teach you HOW you can increase conversions once you know where the biggest leak lies….stay tuned!

How to reactivate your old leads.

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged ,

Hi Guys,

I thought for today I would talk a problem every business owner has… how to turn old leads into customers.

For the record – I really dislike the word ‘lead’ . But I put it in the title to help draw your attention. Devilish I know.

Anyway – people are not leads – they are real human beings with real problems that have come to you to help them reach their goals – so please see every person that contacts you as unique and be honoured that they thought enough of your business to reach out in the first instance.

Anyway, I digress. So we have all been there. You have someone that gets in contact with you and you talk with them about the benefits of your product, you educate them about your business, you speak candidly about who you are and what you stand for, but after trying to make the sale you hear the dreaded ‘I’ll get back to you’ and then you never hear from them again.

It’s annoying – sure, but never blame that person. Always take responsibility for your actions and what happens to you in life (deep I know).

There can be numerous reasons why people say the infamous “I want to think about it” but for me, I think it always comes down to trust. Trust of you and trust of your company.

Not only does your business have to be the best thing since sliced bread, but you really need to emphasise that should you do business together, your relationship will not be a ‘hit it and quit it’ transaction You need to get across that you are in it for the long haul and that you want to help them reach their goals.

By the way if you don’ truly believe your company can help that person get to where they want to go, you should probably should change direction of your business as the first sales should always be you.

Anyway – so onto some practical tips you can use in your business today to help get customers across the line.

A great example is by the company Flight Fox.

Flight Fox is a new company that helps people find the best value for flights. All you have to do is pay $50 and then outsourcers try and find you the best flight. A simple but great concept.

So if someone only signs up for their service, but doesn’t actually pay, there is an automatic email that is sent within 24 hours.
This email is both personal and is laden with testimonials about happy customers and there is also satisfaction guarantee in there as well. More information can be found about what specifically the emailed said can be found here.

So in your own business, if you find someone has made contact with you, but you are waiting for that coveted purchase order, just send them a quick email with a few testimonials and reassure them that you and your company are here to stay and it would be awesome to do business together. A little trust goes a long way.

Have an awesome day every one.

Robbie.

 

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