Here are the top Internet strategy, marketing and technology links for the week of December 2nd, 2013… [Read more...]
Google Glass has a problem. They’re really not cool to wear. They also don’t really do anything your phone can’t already do (better). In order to be successful, Google Glass needs to find a way to either be cool or useful — either by their own efforts or encouraging third parties. [Read more...]
Duct Tape Marketing had a great article today on understanding conversion rates for different types of devices:
Digital Marketers use lots of metrics to evaluate the effectiveness of their efforts these days. Not only do we have to evaluate all the different options for social networks, ad display networks, and content creation, but Marketers should be increasingly aware of the types of device displaying their marketing efforts. Unless you have implemented a responsive website that displays the same no matter the device, chances are people are not having the same experience when they click your ad on a mobile device as those that click through on their PC. Let’s discuss some things you need to consider when planning and evaluating the effectiveness of your campaigns across devices. – Conversion Rates for Different Devices 101 by Calvin Sellers
I think it’s important to not only consider the different experiences that people have on different devices, but also their intensions. The type of information you look for on a laptop or tablet often widely varies from what you’re looking for on the phone while in the car. Especially for businesses with a retail location (or restaurants), making sure that phone, hours, location (and menu) are front and center on any mobile experience can help improve conversions immensely. And taking into account what people are trying to do in different situations with different devices will help you identify different conversion paths to improve.
Many business owners balk at the idea of making a video for their websites. They feel insecure about being on camera, or they worry that they can’t make a sophisticated animation with a voiceover. Even if you’re unsure about the process, you need to learn to incorporate video into your website. Consider these statistics about video and conversions that were compiled by DigiDay :
As content marketing increasingly becomes the standard avenue for building trust and gaining credibility with customers, your website is going to have to keep up with the trend. Heavy-handed and ‘salesy’ strategies that may have worked a few years ago in order to get email opt-ins or conversions just aren’t going to cut it anymore.
Consumers are looking for someone they can trust – period. And trust isn’t something you can fake.
So for business owners and marketers looking to succeed in this age of inbound marketing, having a website that conveys trustworthiness, credibility and authenticity is going to be paramount.
So how do you do this? How do you make sure your website stand out among less credible resources online?
- Increase Your Website Credibility in the Age of Content Marketing by Drew Hendricks
Banner advertising is dead. I realize that’s an odd thing to say on a banner-ad-supported website, but it’s true. HubSpot claims that you’re more likely to summit Mount Everest than click on a banner ad, and while I’m fairly certain that’s a made-up statistic, the underlying point is valid: Most Internet users just don’t pay much attention to them. (Quick–cover your eyes and tell me what ad you saw at the top of this page.)
But while it may not be great for us, the death of the banner ad is good news for your business because there are opportunities to get the word out about your company and your product that are hugely better than anything traditional advertising in either print or online media can offer. “Native advertising,” “sponsored content,” or “custom content” are all different ways of describing the same thing: content a company or other organization creates to engage with potential customers. Here’s why there’s never been a better time to up your content marketing game.
- 3 Reasons You Should be Using Content Marketing (Inc.com)