How to Increase Conversion Rates with Google Shopping Feeds

If you sell tangible products online, you already know how crucial Google Shopping feeds can be. But did you know that with just a few simple tweaks, you can greatly improve your products' visibility in shopping feeds and thus get your products viewed (and possibly purchased) by more customers – thereby increasing your conversion rate?

And perhaps the best part is that it doesn't require any deep development or programming experience. Ready to learn how? Let's take a closer look.

Improving Your Feed with Attributes

According to a report recently released by ROI Revolution, simply having a shopping feed is no longer enough. Your feed is your product's packaging in a world where customers can't always try it on or feel it. From their point of view, they're putting themselves at a huge risk simply by choosing to potentially do business with you. A quality feed can show them that you're just as invested in their satisfaction as they are.

A properly optimized feed means that you don't just have more data than anyone else, but that your data is better quality.

Your individual product attributes can make a significant impact, so taking the time to do them properly can be the difference between “just browsing” and “I have to have that”. Of course, many merchants settle for filling the basics – title, description and keywords – with whatever's on the label.

But even doing the bare minimum is doing a huge disservice to your product and sabotaging it before it even gets out of the gate.

So let's look at how to properly optimize those points before moving on to the more technical aspects (it will be painless, I promise).

Title – Unless you're the manufacturer of the product itself, don't waste time or space putting in your company name. Customers don't care. Use words that they would use when searching for the product, including the brand. Look at these shopping ads for the Samsung Galaxy S6 smart phone:

Image Source: Whoopapp

Here, the customer is most likely to search the exact brand and model – Samsung Galaxy S6. Since you only have 70 characters, it pays to prioritize since only 25 of those show in the feed. So prioritization goes Brand Name > Exact Type of Product > Features/Characteristics – so the full product listing ad might read “Samsung Galaxy S6 Android Smartphone 4G”

Description – Here it pays to look at your product from the perspective of the customer again. Since they are likely only scanning quickly to find a match, it's a good idea to make your description as visually digestible and helpful as possible.  This is a great place to put features that may not have fit in the title. Here, you want to do your best to answer any questions a customer may have about a product before they click.

Keywords – this is the perfect opportunity to dig deep into those reports and see which words your customers are using to find your product in the first place. Look at the terms that convert best and use those in your description where applicable.

Make Optional Attributes Part of Your Feed

Oftentimes, retailers mistakenly assume that if an attribute is optional, it isn't necessary. But according to the ROI Revolution Google Shopping report, just because it's optional doesn't mean you shouldn't include it anyway.

Google has a quality score for feeds – and while we don't know the “secret sauce” of what makes up the algorithm, we do know that products which have all their information complete will have a better quality score than those who do not.  And according to ROI Revolution, certain optional attributes can help further optimize your feed and improve its performance and quality score.

The Alphabet Soup of UPCs, MPNs and Brands

The Universal Product Code, Manufacturer Product Number and brand of your items won't likely be searched for by customers. They will, however, be used by Google to group and optionally compare products, like the cookware below:

Image Source: ROI Revolution Google Shopping Feeds report

Here you can see that even big-name brands like Macys, Sur La Table and Bloomingdales haven't exactly done their homework on optimizing their product feeds. But as the report notes, take a look at Austin Kayak. Not only is it a Google Trusted store, which is an added bonus, but it also highlights their offer of free shipping and no sales tax.

You'd be forgiven for cringing when the thought of being stacked up there with your competition comes to mind. But Google Shopping calculates sales tax and shipping as part of the total – found in the “Total Cost” column. Businesses which offer free shipping and no tax automatically become the lowest price – even if they hadn't highlighted their offer

Now the question becomes, can Google find your products and accurately compare them with others in the same price/feature range? Not if you haven't taken the time to fill in the alphabet soup of brand, UPC and MPNs.

Size (And Color, and Material) Matter

Merchants are reluctant to input their products' sizes into their Google shopping feed because they feel like they have to painstakingly measure things like width, height and depth. But at this stage in the shopping experience, customers only need to know the basics.  Consider these examples from the report. Size is important on all of them, but only general information is there for filtering purposes.

Image Source: ROI Revolution Google Shopping Feeds report

The same applies to color. Even if one of your products is “charcoal grey” and the other is “ash grey”, customers are likely going to simply look for “grey” and filter their choices accordingly;  not to mention that even Google's filtering options tilt toward the very basic:

Image Source: ROI Revolution Google Shopping Feeds report

Material is another matter. Like size, you don't have to be specific. As the report notes, customers aren't going to care (in the beginning) about your 90% organic cotton blend when they're simply searching for “cotton”.

There are many other attributes you can set that will greatly enhance your product's performance (and therefore its sales and conversions) in your feed, including custom labels. To learn precisely how to set these, you're encouraged to download the official report from ROI Revolution's website (email required).

Are You Using Your Google Shopping Feed to the Fullest?

It can seem overwhelming to dive head-first into the details of your shopping feed, but as this report has shown, it's the little things that matter most. Whether you have 5 products or 5,000, taking the time to submit them right can make all the difference in search, product listing ads and paid ads.

Are you using Google shopping feeds for your own products? How has adding attributes improved your products' performance overall? Share your triumphs with us in the comments below and let us know your thoughts!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today! Follow @sherice on Twitter, LinkedIn or Google+ for more articles like this!

From the Editor's Desk: The not-so-instant setup for Facebook's Instant Articles

In this month's column, we talk about the ongoing challenges of getting approved to publish via Facebook Instant Articles -- many of which are caused by Facebook's own plugin.



Please visit Marketing Land for the full article.

The One Customer Experience Stat That All CMOs Need To Know

Here a stat. There a stat. Everywhere a stat, stat. We marketers sure love our stats. And why not, the right stats can reveal a lot and help us all do our jobs better or at the very least cause us to sit up and take notice. Notice I used the word right in my previous sentence. 

That's because stats are like data in that it's not the big data, it's the right data that matters most. Same logic applies here. 

Like any other topic under the sun there are no shortage of stats when it comes to customer experience (CX). Here's a few before I get to the headline act. 

• 91% of organizations said they aspire to be among the customer experience leaders in their industry, yet only 37% had started a formal CXM initiative.


• By 2020, the customer will manage 85% of its relationship with an enterprise without interacting with a human.


• 91% of organizations said they aspire to be among the customer experience leaders in their industry, yet only 37% had started a formal CXM initiative.


• In the U.S. alone, brands lose approximately $41 billion each year due to poor customer service.


• 92% of organizations that view customer experience as a differentiator offer multiple contact channels.

Trust me, there many more stats akin to these that all speak to - no scratch that, scream to the vital importance of the CX in a brand/consumer relationship. 

And before I go on, please don't make the mistake of thinking that CX applies to B2C brands only. Last time I checked there's not one single business in the whole world that's being run entirely by a machine. In other words, just because it says B2B doesn't mean there's not a human on the other end of the line. 

The One Customer Experience Stat That All CMOs Need To Know 

Before I get to the headliner, one more "opening act" - 78% of marketers say they try to differentiate through customer experience.

And without further ado... 

Three out of four (74%) consumers say they have spent more with a company because of a history of positive customer service experiences.

Let's let that sink in for a moment, shall we? 

Now, go back to the 78% of marketers who say they try to differentiate through customer experience. Sorry kids, as Yoda says you do or do not. There is no try. Not when so much as it at stake. Think about it, there 78% who say they are trying, which means not all 78% are succeeding of course. Then there's the remaining 22% who are not even trying. 

Really?

Just what exactly are these marketers doing? 

This is the bottom line we're talking about boys and girls. The ultimate KPI. The big kahuna of metrics. When I see a stat that shows that 3/4 of people saying they spend more money with my brand based on the right kind of CX... I think I'm going to sit up and take notice, to say the least. 

One final stat, if I may: Over half of all customer interactions happen during a multi-event, multi-channel journey.

That should come as absolutely no surprise to any CMO or marketer of any level. And it speaks to, and yes screams to the need to have the right technology in place and it's why you need to download The CMO Solution Guide to Leveraging New Technology and Marketing Platforms. There's too much at stake not to. 

Report: Ad blocking users more than double in a year to almost 420 million globally

The most popular form of mobile ad blocking is now browser-based.



Please visit Marketing Land for the full article.

4 Tasty Content Marketing Recipes to Grill Up on Your Day Off

If you're like most business professionals, you are likely enjoying today off, spending time with friends and family and celebrating the lives of those that have served our country. Memorial Day marks one of the first holiday's of the summer that give busy professionals a chance to take an extra day to unwind and enjoy the warm summer months.

If you're taking the time to read this on your day off, the least I can do is offer you some helpful content marketing recipes for a successful holiday BBQ. A successful meal and content marketing plan both require a full range of elements to meet the needs of your audience, whoever they may be. The four recipes below will help you get started.

#1 – Something Substantial: Content Mission

Most good BBQ's include a protein such as a burger or steak that the grill master puts most of their energy into creating. Similarly, your content plan should center around a consistent content mission. Your content mission should describe your purpose for creating content and how you intend to use that content to help your customers solve their business problems.

Just like the difference between purchasing stew meat and filet mignon to throw on the grill, you need to invest your time in developing a content mission that will help you develop a “best answer” approach for your customers.  

Use the following recipe to develop a content mission:

1. Determine who your content mission is for.


2. Identify your message and determine how you will deliver the content to your audience.


3. Set benchmarks for your desired outcome.

#2 – Something Starchy: Content Calendar

Carbohydrates provide your body with energy and let's face it, they're delicious. No grill out is complete without some tasty potato salad or [insert your favorite starch here]. Sometimes it can be difficult to find a good way to plan your content appropriately, without overdoing it (just like when you find yourself facing down an enormous bread basket).

A well-developed (but flexible) content calendar will help keep you on track and aligned with the content mission that has been developed. If you need help creating a content calendar of your own, check out this awesome list from Curata.

Use the following recipe to develop a content calendar:

1. Always identify who each piece of content is for.


2. Create a consistent experience across all digital marketing channels to build confidence with your audience.


3. Do your research to ensure that content is optimized for customers and search engines.

#3 – Something Healthy: Content Measurement

In the frenzy of planning all the staples needed for grilling, a very important element is often overlooked, fruit and vegetables (no, corn is not a vegetable). To balance the fat and calories in some of the other dishes, it's nice to accompany a grilled meal with a healthy vegetable or fruit.

Another often overlooked element of marketing programs is the importance of tying content to business objective and then measuring their impact.

Use the following recipe for content measurement:

1. Identify benchmarks and set performance goals prior to launching content campaigns or assets.


2. Utilize unique tracking urls and tracking codes to properly identify sources for conversions.


3. Review your metrics, see what is working and what is not and use that information to evolve your content strategy.

#4 – Something Unexpected: Unique Content Types

Every once in awhile, you might bring something new into the mix and find that you're pleasantly satisfied with the outcome. For example, last week we decided to try our hand at grilling my favorite food, the artichoke. The results? Amazing!

Like the unexpected success and simplicity of a grilled artichoke, it's important to provide your audience with something new from time to time that captures their attention. Testing new content types can help break marketers out of a content rut and create more stickiness with your audience.

Use the following recipe for developing unique content types:

1. Collect information from your audience to determine which content types resonate with them the most.


2. Go outside of your comfort zone and try something new such as video interviews, infographics, interactive content, motion graphics, live-streaming video and more.


3. Both successes and failures will teach you an incredible amount about how to delight your audience with unexpected content they are not getting from other sources.

What Are You Cooking Up Today?

These four content marketing recipes should be the basics that you need to have a successful holiday BBQ. While each marketer will add their own flair or have some secret recipes of their own, these will help you get started. Always remember that both grilling and marketing are a process that may seem frustrating at times, but often create many rewards when it comes time to enjoy the fruits of your labor.

Have a safe and happy holiday!

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The post 4 Tasty Content Marketing Recipes to Grill Up on Your Day Off appeared first on Online Marketing Blog - TopRank®.

Demystifying the display advertising landscape

Confused by the display advertising landscape? You're not alone. Columnist and Googler Brad Bender simplifies this complex topic and dives into the three components of programmatic buying that you should know.



Please visit Marketing Land for the full article.

The Advantages Of Solar LED Lights

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Supplanting your energy source and picking vitality lessening lighting choices can have an immense effect to your expenses and even offer you solid lighting particularly for your open air needs. There are such a large number of lighting options and sunlight based LED lights are a portion of as well as can be expected pick. This is on the grounds that they are financially savvy, as well as don't require an excess of vitality to serve your necessities. Sun based LED lights use assets at an abnormal state, making them exceptionally useful when utilized as a part of various sources. You remain to appreciate various advantages when you select these lights for your utilization and they incorporate the accompanying.

1. Driven enlightenments are more viable

This is on account of the lights produce directional light bars superior to anything fluorescents. The lights likewise have low lumen yield appraisals making them perfect alternatives for open air light applications. Their aspect makes them very dependable notwithstanding amid dim sky days.

2. Sun powered LED lights have upgraded effectiveness

LEDs and sun powered cells share loads of attributes like they both require adjusting and sorting for execution to be upgraded. Sun powered LED lights need to adjust resistors since they are all around designed. They enhance light levels and current streams and this enormously enhances the general framework effectiveness.

3. They can be calibrated to address client issues

They are programmable and can be calibrated not at all like their ordinary lighting partners. They won't just convey the light where it is required, however will likewise convey at once and levels that are required. This has diminished the sun oriented board size furthermore the battery limit by a colossal rate. You can choose a lighting profile that works for your application. You can likewise have custom profiles introduced to coordinate your undertaking nature and size when utilizing sun based LED lights.

4. You will appreciate developed battery runtime

Most galaxies today have tended to battery drops that are normal with the frameworks. When you pick a sunlight based LED light that is deliberately organized, you will appreciate highlights tending to framework cost, siting issues and board size to ensure that your definite needs are fulfilled. At the point when the framework operation is guided by the precise needs, you have nearby, then you can make certain to appreciate expanded run time of the battery making them entirely dependable.

5. You show signs of improvement execution even in icy climate

Sun powered LED lights and sunlight based cells offer enhanced execution, effectiveness and even lifetime administration amid colder temperatures, making them profitable contrasted with other light sorts whose lifetime and execution drop amid colder atmospheres like DC fluorescent. A sun based LED light can last up to ten times longer as DC fluorescent in these frosty situations making it more dependable.

Sun powered LED lights come in various styles and outlines and in addition sizes, making it workable for you to pick the lights that are most suited for your open air needs. It begins by considering the lighting prerequisites you have in your space before then selecting the best lights.

Sun based LED lights are unquestionably worthwhile yet you should likewise guarantee that you get your lights from dependable sources to appreciate all the advantages.

Win a Free Trip to CTAConf 2016 [Prize Package Valued at $6,000]

TL;DR: Win a trip to the Unbounce Call to Action Conference in Vancouver this upcoming June 19 – 21 (a prize valued at over $6,000) by creating a landing page that converts.

For the past two years, we've hosted an epic contest to send deserving marketers to our Call to Action Conference in Vancouver.

>>This way to win your way to CTAConf

We received some pretty remarkable landing pages entries. Hilarious videos were created. Retargeting happened. Directional cues were used. A ton of personality, memes, dancing, creativity, blood, sweat and tears went into these pages.

In short, we were pretty blown away. So we're doing it again.

But this time it's going to be a little bit different.

The challenge

Listen closely.

We've created a new landing page template all about CTA Conf 2016 (hosted by Unbounce this upcoming June 19 – 21) and why we think every marketer should attend. It's 95% complete…

But we think it could use your help.

The challenge is simple:

1. Check out what makes the Call to Action Conference so special.


2. Log in to Unbounce (or create a free account) and head to our templates library.


3. Create a new landing page using our Call to Action Conference Contest template, and add your own finishing touches to persuade people to click that call to action! Make the copy more persuasive, the color palette prettier - whatever you think will result in more conversions.


4. Publish and share your landing page with all your marketing friends through email, social, remarketing or any other creative idea you come up with.

The honorable judge

Last year we had a mix of Unbouncers and speakers as judges. But this time, there is only one judge: data. #micdrop

Whoever's page drives the most conversions (form submissions to our Call to Action Conference Agenda page) will win a free trip to Vancouver to attend Call to Action Conference. Tickets, flights, accommodation, fun touristy activities - the whole shebang!

What does the Ultimate CTAConf Package Include?

In other words, why should you put your blood, sweat, tears and conversion chops into this?

Check out our prize packages:

First place

The first place prize package includes:

• One CTAConf ticket for you and one for a friend


• One flight to Vancouver (up to $1,000)


• Three nights at the Delta Vancouver Suites from June 19 – 21


• Your choice of Sunday Funday activity before the conference

But wait, second and third place are rewarded for their efforts too!

Second place

If you're next best, you'll get two free tickets to CTAConf 2016, an invitation to the private speaker dinner on June 19 (think of all the unlimited mingling you'll get to do with marketing experts!) and your choice of Sunday Funday tourist activity before the conference.

Third place

And if you come in third, you'll still get to come to the conference for free - Sunday Funday included! And you'll walk away with an Unbounce swag back.

Up for the challenge? Read the rules, download the template and get crackin'.

The contest ends June 9, 2016 at 5:00pm PST.

Happy converting!

P.S. If you don't want to make a landing page but still wanna come to the conference, we've got a special discount for our blog readers. Get an extra $200 off your ticket at the checkout by using the promocode “UnbounceBlog” until the landing page contest submissions end on June 9, 2016 at 5:00pm PST.

How to Retain Your Customer's Attention Throughout the Onboarding Process

Onboarding never ends.

Some SaaS teams may approach onboarding as an activity － a one-time event for each consumer.

However, it's time to change your perspective. Consider onboarding as an ongoing process that continues beyond initial setup.

Whether it's teaching loyal consumers about new integrations or training newbies about your dashboard, it's vital that you have their undivided attention.

John Waldron of markITwrite believes that the onboarding stage is “one of the most perilous phases in the whole conversion process.”

So, don't lose customers just because you failed to capture your audience's attention. Here are four techniques to get your team started:

1. Offer Ongoing Training

Every customer is different.

Some will adapt quickly to your software. They will learn every feature in one day and possibly point out inefficiencies in your system.

On the other hand, other customers will take longer to learn your platform. They may desire a step-by-step guide to understand everything. And they may need additional content resources to be successful.

To serve both types of consumers, segment training programs based on the customers' behaviors. This gives everyone an opportunity to learn according to his or her needs. Moreover, you retain their attention.

“Proactive customer success training is delivered through online courses and on-demand training designed to get your new customers up to speed from acquisition to activation in as short as possible timeframe,” says Miranda Lievers Chief, Customer Officer of Thinkific.

Hubspot offers their customers the option to refresh their learning. The inbound marketing software company has a YouTube playlist dedicated just for product tutorials.

Visage creates training with the help of strategic partnerships. For example, the data visualization company teamed up with Hubspot to help their users tell better stories with visuals.

However, be mindful not to push your customers towards training. It should be at their pace, not yours.

“You should be careful not to take progressive onboarding too far. Let the customer navigate in his or her own time. There shouldn't be a need to provide hints on every screen. If you excessively prompt new customers with obvious hints, you risk annoying or distracting your customers,” writes Hannah Levenson, Community Manager at Appsee.

Keep your customers focused. Engage them with ongoing training.

2. Leverage Multiple Communication Channels

Years ago, it took months to communicate with someone. But today, we live in a highly-connected society. And we can talk to someone in a matter of seconds.

In addition, there are various forms of communication channels available to us. With so many ways to get our brand message across, teams forget that the consumer is the one with the ultimate decision.

“By giving people a choice how to reach you, you make your website more user friendly and can drive more leads and sales. Users get to choose the way to communicate that's most convenient for them, which makes it easier to connect with you and further the relationship,” states Corey Pemberton is a copywriter and marketer.

Experiment with different communication channels, such as text, in-app messaging, and email. If you don't, your team may risk losing the customer's interest.

Shopify offers support services via email, live chat, and phone.

Jim Marous, co-publisher of The Financial Brand, says, “Leveraging multiple channels […] allows you to appeal to a customer's channel preferences while delivering a highly personalized message that will positively impact results.”

Mobile platforms are a popular platform for customer support, with more than 60% of people using smartphones to connect online. Research also shows that “more than 20% of people using Facebook and Twitter seek information about different products and services.” Thus, it may be time for your SaaS to discuss mobile and social solutions.

And here's a pro tip: Don't inundate people with bulletins on a dozen different channels. Choose a few and concentrate on delivering attention-getting messages.

3. Incentivize the Process

People like receiving rewards. From an early age, we're conditioned to expect incentives for positive behavior.

“Everyone loves new and free stuff, and your users aren't any different. One of the best ways to adopt users or keep them interested in your software is to offer an incentive,” says Omri Erel, Lead Author & Editor of SaaSAddict Blog.

Similar to grade school when earning a passing score may get you an extra recess, reward your customers with a small token for completing a step in the onboarding process

Take advantage of people's “need to complete.” It's a powerful psychological driver in customer engagement.

In our brains, completion equates to success. It gives us a sense of relief and accomplishment.

And it can bring back good memories, like when we completed our high school classes or a certificate program.

Offer that same joy to your users. Add a progress bar to the onboarding process.

Each milestone should be simple, yet informative for the customer. You can encourage them to complete their profile or persuade them to learn a new tool.

When setting up an Etsy shop, the brand displays a progress meter showing the next steps in the onboarding process.

It's essential to reward them for their positive behavior.

“Whether it's a discount, promotion, or an enticing statistic to show how the steps you suggest they follow will boost conversions, save them money or any other applicable metric. By providing a relevant incentive, people are much more likely to take action,” states Slava Rudenko, Project Manager and Marketing Executive at myTips.

Go the extra mile. Give your customers incentives for choosing your brand.

4. Build Real Relationships

Your SaaS team is told over and over again to build relationships with your customers. But what does that really mean?

For starters, don't treat your customers like a number. Referring to someone as Ticket #12438 isn't going to retain your customer's attention.

Learn more about their goals and interests to create a better customer experience. That means gathering data from several sources.

“The key is to use the quantitative data that you are collecting through your analytics tools, and the qualitative data that you are collecting through customer interaction and in-context messaging to create a individualized experiences that excite and delight your users,” states Brian Rogers, former Director of Customer Success at Evergage.

Real relationships also translate into unbelievable customer service. No one likes waiting 12 days for their concerns to be addressed.

“New clients are going to have a lot of questions. If you want to earn their trust, you need to be prepared with quick responses. Minimal response time should be something you strive to deliver, and it's even more important when your clients are still getting to know you,” writes, Ron Williams, Business Success Strategist at ConnectWise, Inc.

Customers need a reason to stick around. A good product is a start, but an authentic relationship is better.

Onboard With Purpose

Customer onboarding is an integral part of the conversion process. It's the difference between higher retention or higher churn.

Offer users ongoing training to help them easily navigate your platform. Deliver customer messages on multiple communication channels. And focus on building genuine relationships rooted in value.

Retain customer attention. Onboard with purpose.

About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.

Online Marketing News: 29 Content Metrics, Twitter Ditches Brevity and Hungerithms

Content Marketing Measurement: 29 Essential Metrics [Infographic]
Knowing whether or not your content marketing is working is one of the biggest challenges that content marketers face. But you don't have to face that scary challenge alone. Curata has compiled 29 important metrics to help content marketers measure the success of their content marketing, and they're more than just top level. Curata



New Twitter Update Coming: How Marketers Will Soon Be Able to Maximize All 140 Characters
Fellow marketers, it's finally happening! Twitter is leaving brevity in the rear view. OK -- maybe not completely, you still only have 140 characters, but that count will officially no longer include images or links. The changes will be taking place over the next few months, according to the Twittersphere. There are a good amount of things that will no longer rack up your character count: Usernames, quoted tweets, photos and other media attachments. Buffer

Snickers 'Hungerithm' Sets the Candy's In-Store Price Based on the Internet's Mood
Is this marketing news? I certainly think so. Snickers is taking sentiment analysis, real-time marketing, and personalization to a new level. The candy bar company is integrating all of these fun new technologies, in Australia only for now, and tieing it in with their existing 'you're not you when you're hungry' messaging. The hangrier the interwebs get, the lower the price of a Snickers bar. This is an awesome example of what's yet to come for integrated marketing campaigns, get ready! Adweek

Major Google Analytics and AdWords changes [@SmartInsights Alert]
On May 24th, Google hosted their annual Performance Summit. There, they announced a litany of changes to both AdWords and Analytics. Notably, the aforementioned redesign of AdWords, making it a more visually engaging platform that conforms with other Google branded experiences. Other changes include expanding text ads, including expanding headlines to two, 30 character rows vs. one, 25 character row and increasing the description line to 80 characters. Smart Insights



Facebook Is Shutting Down Its Desktop-Based Ad Retargeting Exchange
In a continued effort to push online advertisers to their mobile-first advertising platforms, Facebook announced that it's shutting down it's desktop-based ad retargeting exchange. Mobile now accounts for a whopping 82% of the company's overall revenue, so the move seems only natural for the social media giant. Will other platforms follow suit? Adweek

More must be done to educate brands on online ad rules, says ASA
According to Marketing Week, "The ASA believes that despite a fall in the number of complaints about ads by the public “more needs to be done” to educate brands about their obligations when it comes to online advertising.Figures published today (26 May) by the Advertising Standards Authority (ASA) show that the number of online ads investigated by the body is more than double the total for TV – the second most complained about medium. Some 8,633 online ads were subject to investigations, while the number for TV ads was 3,920." The ASA has admitted that the regulatory body needs to do more to ensure that brands understand their obligations under the CAP Code, regardless of medium. Marketing Week

Twitter Disbands Commerce Team, Ceases Product Development On “Buy” Button
The team that's responsible for Twitter's 'buy' button is reportedly disbanded. BuzzFeed reported A number of members of Twitter's roughly 25-person commerce team have left the company, and those who remain now largely work on two separate product teams: customer service and dynamic product ads. Customer service may one day include a commerce element (think: a buy button inserted by a company into a direct message), but Twitter has not announced any such plans to date." BuzzFeed

What were your top online marketing news stories this week?

Have something to add? A funny joke for me to butcher in next week's YouTube video? Sent it my way on Twitter @Tiffani_Allen or @toprank! Curious about my co-anchor Josh? Visit him @NiteWrites. I'll be back next week with more online marketing news!

The post Online Marketing News: 29 Content Metrics, Twitter Ditches Brevity and Hungerithms appeared first on Online Marketing Blog - TopRank®.

7 Types of Emails to Send Customers to Keep Them Coming Back

As everyone says…

You need to build an email list.

Email marketing provides the highest ROI for most businesses at $40 for every $1 spent (on average).

I'm sure you see a ton of content on a regular basis that shows you different ways to build that email list. Great.

But how much do you see that tells you how to interact with that list effectively?

I think it's safe to guess not much.

I wouldn't be surprised if you had questions such as:

• What do I send my subscribers?


• How do I keep open rates high?


• How do I make my emails exciting?

While I can't show you all of that in a single post, I'm going to show you 7 different types of emails that most businesses can send.

These types of emails are emails that your subscribers and customers will enjoy getting, will interact with, and will help you build strong relationships. 

1. Exclusive offers make subscribers feel special (but which kinds are best?)

It's nice when someone, whether a close friend or a relative stranger, goes out of their way to do something nice for you.

As a website owner with an email list, you're hopefully somewhere in the middle of that friend-stranger spectrum in the eyes of your subscribers.

If you can do something for your subscribers that they really appreciate, it will do many important things:

• Make them think more highly of you


• Make them more loyal (to stay a subscriber and to buy in the future)


• Make them more willing to reciprocate (if you ask for a share, referral, or something else).

The question then is: what can you give them?

For most businesses, an exclusive offer is the best thing they can give.

Let's go through a few real examples and then some more general situations.

First, you can offer a live event that only your subscribers are invited to. Not only will the event be valuable because it's live, but it will also be well attended because it's exclusive.

Bryan Harris often does this, so it must work well for him. For example, here is an email with an offer to attend a private mastermind:

He sends a few emails leading up to the event and one or two at the last minute. They aren't complicated-just a brief description of what to expect in the event.

What else can you offer subscribers? Another thing of value that doesn't cost you much, if anything, is early access.

Matthew Barby created a WordPress plugin and sent this email to his subscribers, giving them free access to it:

That's a pretty sweet offer. In reality, Matthew is also gaining his first group of users, which is another win for him.

If you're launching any big guides or tools, consider getting early feedback from your subscribers.

What else can you offer?

• Discounts


• Secret products (like limited one-on-one consulting)


• Webinars


• A sneak peak at original research


• Free samples

Be creative. If you can think of any other ideas, tell me about them in a comment at the end of the article.

2. Give subscribers the gift of convenience

Take care of your subscribers because your list is one of the most valuable assets you own.

You can give value in many ways. Some may be big gestures (email type #1), but even small things go a long way.

If someone is on your list, that means they've already told you that they like your content (if they signed up from a blog post, for example).

However, just because they want to hear your thoughts and advice doesn't mean all your subscribers want it in the same way.

Typically, you'll email all your subscribers about any new content you create. When you do this, consider giving them alternative ways to consume the content. Make it as convenient as you can.

For example, Tim Urban created a long post about SpaceX. He then sent out this email to subscribers:

On top of the regular link that he had already sent his subscribers, he sent this email with two other options: a PDF version and an audio version.

It takes a fraction of the time to re-create the original content in a different form, but it adds a lot of extra value.

Nathan Barry offers another way to make your content more convenient.

After he hosts a webinar, he uploads it to YouTube and sends an email with a link to all his subscribers.

It's something that I know most subscribers really appreciate, and it also exposes his webinar to those subscribers who forgot to sign up for the event.

Convenience typically comes in the form of different mediums of content.

If you wrote a blog post, particularly a long one, consider emailing it to your subscribers with more than one version:

• PDF


• a cheat sheet


• audio version


• video summary

Or if you created a video, reformat that into:

• an e-book


• an MP3 download


• a video download


•  a cheat sheet/summary

You don't need to create all the formats. Just think about which ones your subscribers would like most and which make sense for the content you made.

3. Short value emails can be a nice change of pace

Think about your subscribers' email boxes.

Day after day, they get several emails from friends, families, and businesses they like.

What do most of the business emails consist of?

• “Read our content”


• “Buy our stuff”

About 90% of business emails fall into these two categories.

And it's not that those types of emails aren't valuable to your subscribers-because they are, but some subscribers will get fatigued by them.

If you're looking to maximize your subscriber happiness as much as possible, consider sending emails that focus on nothing but teaching something interesting to your subscribers.

No links to your content or anyone's website.

No asking for replies-just a clear show of value.

Bernadette Jiwa is known for her story-telling talent.

She sends out this exact type of email I'm talking about on a regular basis. Sometimes her emails have links underneath, and sometimes they don't.

Here's an example of such an email (yes, that's the whole thing):

It's short but gives her subscribers an interesting thing to ponder, which helps them tell better stories (their goal).

It's a nice break from overwhelming amounts of content (which I may be guilty of myself).

4. Highlights need to be interesting

Email newsletters are nothing new.

Any email sent out on a regular basis that summarizes what's been happening on a site can be considered an email newsletter.

They're supposed to consist of highlights.

But like the name implies, they need to consist of the very best of your site.

Whether you have user-generated content or content produced by your writing team, highlight emails are an option.

However, make sure you're not including everything. But don't select content randomly either.

You should be giving previews of the most popular content on your site for that particular time period.

For example, Quora (the question and answer site), regularly sends users the most upvoted questions from their feeds.

Here's what it looks like:

I would guess that these are automatically generated by the most upvoted questions during the week.

5. One way to show that you really respect subscribers

One goal that every email marketer should have is to form deeper relationships with subscribers.

Admittedly, this is difficult. It's tough to break down that barrier over email only. You've probably never met your subscribers, and by default, they think of you as just another business.

Even if they like your business, most subscribers will still be skeptical about your claim that you care about them and not just their money.

One thing I encourage businesses to do is find employees through their email list.

I've done it before, as have many others. Here's an example of Ramit Sethi sending an email to his list while looking to hire for more than 10 positions:

When you do this, you make it clear that you think of them as people whom you respect and who you believe have valuable skills.

And it's good business too. Your subscribers likely have an in-depth understanding of your business and obviously think in similar to you ways (since they like you).

Even if someone doesn't apply or doesn't get hired, it's clear to them that you're looking to develop partnerships and relationships with people on your list.

It's one way to break down that barrier a bit and become more than “just another business.”

6. Don't fall victim to the “curse of knowledge” (deliver your best stuff)

Many bloggers suffer from the “curse of knowledge.”

The curse of knowledge is a fairly old concept. It basically states that it's hard to understand what lesser-informed people are thinking.

If you're an expert in math, it would be hard for you to even fathom that someone doesn't understand something like basic calculus.

It's the reason why some people are geniuses but absolutely awful teachers. Conversely, someone who just learned something can often teach it best because they understand the perspective of someone who doesn't know it.

Let's apply this to your subscribers and content.

Over the years, you might write hundreds of pieces of content. At that point (possibly present day), you're naturally going to assume that your average new subscriber is more informed than they used to be.

For me, as an example, it's easy to assume that every new subscriber understands on-page and off-page SEO as well as concepts such as white-hat and black-hat link building.

From that perspective, it's hard for me to send them my advanced guide to SEO because I'm assuming they already know everything in it.

Chances are, though, your average new subscriber won't change much over time.

And it's very likely that my average new subscriber could benefit from more general SEO knowledge before I get to the specific tactics I currently write about.

The autoresponder “crash course”: If you think that this is a problem, one way to fix it is with an autoresponder sequence.

Think of what an average subscriber knew even a year or two ago, and make a list of what they need to learn to get up to speed with the rest of your content.

Then, put together an autoresponder sequence that you send to all new subscribers, where you showcase your old content that teaches these basic concepts.

For example, if you sign up for Wordstream's list, a PPC optimization business, you'll get a few emails like this:

The guides are all older content, and the field may have advanced since it was written, but the fundamentals hold true, and new subscribers will greatly appreciate learning them.

The takeaway from the “curse of knowledge” is that you're probably giving subscribers a bit too much credit. Don't assume they've read every single post you've ever written-because they haven't.

Don't be afraid to send emails featuring the best of your older content.

7. Preview big events that subscribers will be interested in (be your own hype man)

You need to give subscribers incentives to open that next email.

There are many ways to do this, but one way is to build hype in advance.

Think about any popular TV show. They show previews for the next episode in commercials and at the end of episodes.

These get you excited, and you make sure you watch the next episode.

Brian Dean does a similar thing really well, but for content.

For example, he sent this email to subscribers:

In that email, he shared his story about struggling and then finally succeeding with SEO.

It's an interesting story that draws you in and makes you curious about the specifics of his success (building hype).

At the bottom of the email, he teases subscribers with bullet points that outline what he's going to show them over the next few emails:

Right at the end, after building that hype, he tells them to watch out for his next email in which he'll send the first post about how to succeed with SEO like he did.

You'd better believe that he had a fantastic open rate on that email.

You can do the same. When you're planning to publish a big piece of content or a new tool, first send an email that focuses on the benefits of it.

If possible, tie it into an entertaining story to suck in your subscriber even more. That will only add to the anticipation.

Conclusion

It's not enough just to build an email list-you have to use it effectively.

Emails are a great personal way to communicate with subscribers and customers.

Use as many of these 7 types of emails (where they make sense) to start building more meaningful relationships.

If you're having trouble deciding exactly what to send to your subscribers, just fill me in on your situation in a comment below, and I'll point you in the right direction.