Archive for June, 2018
  • Four easy Twitter tips you can put into action today

    26632164 - heraldry of the social network twitterWith short attention spans, a limited number of characters and a flood of content, it’s tough to grow your Twitter following organically. Original, engaging content is a must, of course, but beyond that there are some quick tips you can put into action today to reach your target audience.

    Repeat Your Content – Tweets are rapidly lost in the fast-moving feed, and your content is only seen by a fraction of your followers each time you post. To improve engagement and reach more people, recycle your content on a regular basis.

    Don’t Hesitate to Ask – There’s no need to be shy. Ask for those likes, shares and retweets every now and then. Research has shown that spelling out ‘retweet’ gets more results, so go ahead and use up a few extra characters in this case.

    Get Visual – Visuals are more eye-catching, and people retain information that’s presented visually for a longer period of time. Make the most of this by creating your own unique imagery using free tools like PicMonkey or Canva.

    Hashtag Smartly – Using trending hashtags in your tweets is a great way to make your content discoverable. But it can also be a minefield if you piggyback a hashtag that has a double-meaning related to something inappropriate. Use Twitter’s Advanced Search to research hashtags before using them.

    An engaged Twitter following goes beyond developing brand awareness and industry authority. It can lead directly to sales. Focus on providing useful content and genuine interaction. And try a couple of these tips to give your tweets a little extra juice!

  • Three ways to create an effective lead magnet

    37323109_MWhen it comes to lead generation, simply asking for people to give you their names and contact information will result in few, if any, leads. You need to make it a win-win scenario by offering a valuable item or opportunity (such as a free white paper or consultation) in exchange for their name and email address.

    If you’re trying to generate more leads for your brand or clients, then even the most spectacular landing page with flawless copy and appealing imagery will fail to convert if you don’t have a solid lead magnet to seal the deal with site visitors. If you’ve struggled with boosting your conversion rates with previous campaigns or you simply want better results than you’re currently getting, here are three factors to consider while creating a lead magnet your target audience actually wants:

    Craft Eye-Catching Titles

    If your lead magnet is a free white paper, the title is one of the most important factors influencing your conversion rates. Similar to email subject lines, a title can make or break your white paper’s chances of success when it comes to conversions. A boring title with no adjectives, no numbers, and no clear outcome will drive visitors away because they won’t feel compelled to spend a minute typing their information into your lead form.

    You should strive to include a blend of numbers, emotionally compelling adjectives and a clear message about what the reader will get out of your white paper, such as “Four surprising facts about investing in rental properties” or “Six reasons why you should never buy a kitten” or “Three secrets about DIY auto repairs that your mechanic won’t tell you!”

    Offer Something Truly Valuable

    The problem with lead magnets is that they need to offer genuine value to site visitors, but oftentimes marketers create artificial value instead. Artificial value may include: slapping the word “free” onto something even though this offer is free elsewhere (e.g., “FREE consultation” when free consults are already standard practices in your industry), promising a valuable informative resource that’s poorly written and offers little insight (especially if they could’ve found that information through a simple Google search), and a false sense of urgency (e.g., writing “sign up today before time runs out!” without an actual expiration date for the offer).

    A truly valuable lead magnet entices visitors with information or an opportunity to access something they can’t get anywhere else (at least not for free). Don’t trick your visitors into giving you their contact information in exchange for a hastily-written research paper or free consultation (if your competitors already offer this), because once they realize they’ve been duped, they’re significantly less likely to seek out products/services from you in the future.

    Include Evidence and Multiple Perspectives

    White papers are some of the most effective lead magnets out there, but you can’t just throw it together in a hurry and hope your target audience will want it. Your white paper should include:

    • A stellar headline
    • Eye-pleasing formatting and images
    • No grammatical or spelling mistakes
    • A few citations of research from a variety of credible sources
    • Genuinely useful information that can’t be discovered in a simple web search

    Ultimately, maximizing conversions on your landing pages comes down to the quality of your writing and quality of your offer. It needs to have real value to entice people to sign up because if your visitors think they can just find that information or offer elsewhere, then they’re less likely to go through the extra steps of inputting their names and contact information into your lead form.