Is your company’s website performing at a much lower conversion rate than you are trying to target? You’re not alone. Many company sites fail to generate enough leads due to design flaws and ineffective conversion techniques. However, having landing pages that are dynamic and creative can aid your company in boosting online conversion.
What Are Dynamic Landing Pages?
Landing pages are the bread and butter of your company website. Typically, businesses use these pages as links for sponsored advertisements to drive web traffic to the site. Web designers craft the page to target a specific conversion, such as purchasing a new product or downloading a free eBook.
Standard elements of a landing page include:
A single, clear Call to Action (CTA).
Potential SEO, although not required.
A description of products and additional content necessary to sell the conversion.
A landing page does not have a site navigation attached to it. In addition, only one CTA can exist on a landing page since the purpose of these pages is to target a specific conversion. No internal or external links are available on a landing page aside from the CTA.
Dynamic pages, on the other hand, are web pages that are customizable to a user’s location. It displays different messages to different users based on location or keywords. Landing pages and dynamic pages can combine forces to create one effective web tool for your business: the dynamic landing page.
Dynamic pages for e-commerce allow businesses to further customize the user experience and push the conversion. A user will appreciate the tailor-made page and is more likely to convert than they would a standard landing page.
Dynamic Landing Pages and Conversion Rates
Dynamic landing pages have the potential to increase your company’s conversion rates because they are directly relevant to the user. Standard landing pages lack this relevancy. Instead of landing on a basic page, the designers customize landing pages to fit the user’s needs.
For example, say that you run a nationwide cleaning service company. If a person is searching for a cleaning service, they want to find one in their local area. A standard landing page would lead them to your site, but they may need to type in their location manually. However, a dynamic landing page will tailor results to their location specifically, showing that your company can service their home. This will make it easier for the customer to schedule an appointment with you.
A study by the UK-based firm Periscopix directed visitors to a cleaning service site to either a dynamic landing page or a standard landing page. The study found that desktop conversion rate for the dynamic landing page increased by 9.2% and the mobile conversion rate increased by 25.2% — a major increase in business for the company.
Necessary Elements for Creative Landing Pages
Investing in a dynamic landing page is crucial to increasing your company’s conversion rates. However, you should follow these best practices to ensure that your web pages direct traffic in the right direction and communicate your desired messages clearly.
Write a strong, well-crafted headline.
You can create different headlines based on keywords to add the dynamic factor to your landing page. Select a handful of the most common pain points and construct your headlines around them.
Include a visual focus on your landing page.
Choose an image that reflects your company culture and values. Choose an emotion to target and find large, dynamic images to match this emotion.
Add a persuasive subheading.
After you grab your visitor’s attention with the headline, include more information to help them convert. Elaborate on the offer you’re trying to sell and aim to help your visitors move past their hesitation to convert.
Eliminate risk by adding a guarantee.
Offer a free trial, free consultation, or product demo. You can also offer a money-back guarantee within a certain timeframe. Whatever the case, create a situation where the visitor has little to lose from the conversion.
Dynamic Landing Pages with Help from Eminent SEO
Ready to create a dynamic landing page for your company website? Contact Eminent SEO today to learn more about our web design services.
In December, Pantone calls out its “color of the year,” dictating to many companies and consumers what the next 12 months will look like in trends and, hopefully, corresponding purchases. It’s a big deal to real estate and interior design businesses, textiles, apparel and accessories creators who want to make sure they garner appeal to their audiences and referring business partners. But there’s a methodology behind color choice. It’s multilayered and touches on where people are at in their hopes, dreams and current state of emotional flux. As such, this psychology of color in marketing isn’t only apparent at Pantone’s discretion but ongoing with every brand redesign and creative campaign. If you’re palette savvy, color will mean more to you than an afterthought. Done right, it’s the basis of shaping consumer behavior and responsiveness, both, on conscious and subconscious levels.
Color Is the Visual Personification of Emotion
In simplistic terms, think back on when you were a kid, spending time on a rainy afternoon with a box of crayons and a coloring book. No one said you had to use brown, black, gray, or tan for hair color when you filled in between the lines (okay maybe outside the lines too). Perhaps you stuck with convention on colorization or maybe you felt that blue, green, violet or chartreuse were appropriate choices for Goldilocks. But why? What was the reasoning behind color choice? It has much to do about what choice made you feel good or feel right about crafting the complete picture.
How we feel about a product or service, even prior to having a direct experience with it, can be initially carved from the visual brand itself, evident in a logo, product or its packaging, associated merchandising, and web design.
Let’s drill it down into a harsh human moment. Have you ever met someone and just didn’t like them? You may not have been able to put your finger on it but there it was… that feeling of nonalignment, discomfort and disinterest. Yeah… the psychology of color can show up like that too, affecting brand marketing on a grand scale. So how do you know what color is right for your brand? It’s not an exact science, not even close.
Color Wheel of Feelings
If you search for the meaning behind each color, there are a variety of answers available, it just depends on where you look and the preconceived notions you may already have about them. Though the color wheel provides answers, it is meant as an overview of what many people believe defines the feelings or emotions of these hues. But exercise some caution. Think of it similar to the game show, the Wheel of Fortune. You turn the wheel and it lands on a color. There is no rhyme or reason behind where the wheel stops turning. It’s somewhat the luck of the draw. The same can be said about brand color and how your target audience(s) responds. Are you feeling lucky?
Beyond luck (and knowing your target audience) you’d be wise to include psychological, spiritual, and cultural aspects of their thoughts and behaviors that could affect their perception of color.
Life Experiences and Associations Shape the Meaning We Give Color
Why do you like turquoise while your best friend swoons over carnation pink? There could be an association between the color and a positive memory you have surrounding it. This is sort of like a subconscious word association but with pictures. For me, when I envision the color midnight blue (my favorite) it reminds me of the sky and the water at night on the beach. It was peaceful, calm and a personal place to escape. Can you recall why you have your favorite color?
Spirituality Brings Color to Light
Aspects of religious teachings or spiritual thought can enter into colorization preferences. Many people who believe in Judeo-Christian faiths refer to white light as the means to ascend into heaven, while dark and eerie shadows represent pending death. In addition, those who believe in hell may describe it as a violent place, full of red-colored demons surrounded by bright orange fire.
For the metaphysically minded, color is often used to define a person’s aura. If you are told that you emanate a yellow aura, it means your energy is full of spiritual power and the ability to harness new ideas and creativity. But if you weren’t a spiritual person and didn’t view color in this way, seeing a brand symbol in yellow might be a subliminal sign of caution. If so, how likely would you be to trust this product or service?
Culture Holds the Key to the Tone that Color Sets
Depending on where you are in the world, the same color can mean something entirely different from region to region or culture to culture. For example, many Americans hold the color white to mean purity or goodness. However, in some countries in Asia, including China, Korea and Japan, white equates to misfortune, loss, mourning or death. Often worn at funerals in Eastern cultures of the world, white is the antithesis in North America as it signifies light and purity in Western society.
Regarding the color black in the U.S. and Canada, for example, its underworld connotation may bring discomfort to some but not to those who resonate with Goth or Gothic culture. People who consider themselves Goth follow certain color guidelines in their fashion. Often misunderstood by the general public, Goth individuals will don heavy contrasts in their clothing and makeup. Stark white faces, deep red or black lipstick, eye liner and clothing represents Goth culture but not as an obsession with death. Rather, the use of black apparel and accessories is more about emulating a dark or mysterious allure, while paying respect to Victorian and Elizabethan eras as well as punk couture.
How Business Gets Color All Wrong
Perplexed yet? While there are no guarantees that you’re going to get brand color choice right for everyone, it’s more about what you need to be doing to maximize the possibilities of appealing to as many people as possible. Here are some points of contention that could make the difference between a marketing win and a complete snafu.
Disconnected Brand Impression
There’s a hierarchy of linear thinking that plays an important role in brand color. It isn’t about choosing the right color but more about understanding the relationship between your product or service and how color should properly represent it. Men and women will favor certain colors over others differently and it’s rooted in how they perceive the meaning behind the color. If you take that into consideration when picking your palette, your brand color will more likely hit the mark.
To illustrate this concept, imagine a company entitled Green Machine. For the executive, the name could imply a money-making endeavor. For a horticulturist, the name eludes to landscaping. And for environmental enthusiasts, there’s an expectation that Green Machine supports ecological initiatives. If their brand color is only green, expectations of who the company is will not meet expectations of many because the color doesn’t make it clear.
Now, if the brand palette includes brown, this favors landscaping business. If green is partnered with blue, this aligns with environment. And if the green is interspersed with accents of black, there’s a more corporate or hard-edge feel, aligning with financial business.
The use of color in your brand should instantaneously equate to what your business provides, what it stands for, or ideally both. When your color represents your business authentically, you will more likely attract the people who would be interested in what you have to offer.
Personal Choice Rather than Audience Specific
Ego often gets in the way of selecting the colors that fit a business. It sends chills up and down my spine when ego takes front and center. I recall a client in Scottsdale who was starting a new marketing agency and needing to pick his brand colors. This new business was going to be the next best thing since sliced bread in the creative world, showcasing strong work by the best art directors, writers and videographers in town. The brand positioning was edgy, bold and confident. Think about the colors you would choose. I can already tell, your ideas are better than what the client decided on. You ready? He was adamant about navy blue and gray for his brand. (pause) I know, epic fail.
Miscommunicating Focal Points
Even if you’ve chosen your brand colors right to a tee, how you place them will strengthen your decision or dull it. Color, used effectively, can draw the right attention to where it needs to be: on a tagline, a product, or a pricing CTA. Effective use of color can serve as visual cues to a customer, leading them to where you want them to go on your website, and throughout the user experience.
Why Brand Messaging and Color Should Complement Vision
Whether you’re just a getting your business off the ground or considering a marketing refresh, color is a crucial piece of the success puzzle. In fact, make it part of your marketing plan to revisit its use each year. I’m not suggesting that you need to ditch what you already have, but maybe add another color to make the primary brand hue pop off the page. Or select a more subtle hue that brings the existing palette together better, defining your brand story more succinctly.
All in all, color is a personal preference. Though when a business utilizes the power it possesses through audience assessment and strategic execution across all media channels, color not only gives your company the attention it deserves but leads people to your door.
It’s uncanny how professionals get caught up in certain words and the way we define them. For example, consider setting up a new marketing campaign to roll out in 2019. Creative and sales-centric people will focus on finding a solution or establishing a process.
Similar to how short-lived a one-off ad can be, a solution implies a single answer that, once applied, is complete in that moment. But business needs and accompanying marketing efforts need to be fluid in order to meet with change in demand.
Economists have touted this year as one that must include agility to reign in success. For companies that keep old school solutions at the forefront of forecasts will watch more progressive competitors blow past them. Why? It’s all in the processes that help you adapt to change.
Our eBook Gives You Proven Processes that Work:
Define Yourself. When you’ve decided to execute on updating your brand, make sure to dot all the I’s and t’s. This can be especially difficult with web pages, external links and social campaigns because old posts tend to live on past their ‘prime’. Yes, there’s a process for that.
Sales Is NOT Marketing. Marketing gives the message that sales can talk about. Sales takes that message to nurture a lead or follower, present a pitch, and close the deal. One team cannot effectively do both. Period.
Do Digital Right. How well does your business gather and disseminate information? When you have systems in place that not only track where a consumer goes but where they drop off your site, it helps understand the user experience, silo your leads, and respond in a more targeted manner. There’s success in that.
Lean and Mean. When your initiatives change, staff needs often do too. Revisit key team players as well as ancillary vendors. You could be overlooking overlapping responsibilities that can cost you on consistency and your bottom line.
Relevance through Visibility. Maximize your brand wealth by positioning it across multiple media channels, implementing multi-channel and cross-channel platforms. Simply modify design and copy to fit the medium and audience.
Selling Yourself Short. This is perhaps one of the most difficult aspects of business marketing to accept. It affects product/service perceived value which can crunch pricing, create social stigmas, and limit engagement. Market and sell with confidence, reflected in a strong price point. If you don’t value who you are and what you have to offer, why should your customers?
''Establishing or reestablishing your company brand isn’t just about standing out in the crowd of competitors. It’s about reconnecting who you are with where you’re evolving. Stated simply, 'Brand up.''' - Melanie Stern, Creative Marketing Strategist, Eminent SEO #brandup #buildbusinessboom
We’re still perplexed at how many people interchange the terms “sales” and “marketing”. They are not the same. While these internal teams often wreak havoc on each other, overall success relies on cohesive synchronicity between both.
If your sales force is blaming marketing, and marketing is blaming sales, we can help put everyone on the same page:
As any e-commerce business owner will tell you, the key to making sales is to make them easy for the customer. One great way to do this is through the use of Pinterest Buyable Pins. While most social media platform users are connecting with each other, Pinterest is a platform where users search for items and inspiration and save these items to boards. By integrating product pins into your business posts on Pinterest, you make it easier for customers to purchase your product without having to search through your website to find the product they are looking at on Pinterest. Product pins allow you to link the pin directly to the product page of your website.
What Are Product Pins?
Product Pins allow users to purchase your products easily. Once a user has found a product they are interested in, they can click the visit button and be sent directly to the product page of your website. This ease of access to your products will help to increase the number of sales on your website.
How Effective Are Pinterest Buyable Pins for Business?
Like most social media platforms, Pinterest has approximately 200 million active users each month and that number is growing every day. What makes Pinterest different from other social media platforms is the interaction of users. While Facebook, Twitter, and Instagram users typically interact with friends and family, Pinterest is all about finding inspiration and products.
Product pins allow them to immediately purchase the items they like as they search through pins and boards for inspiration. Businesses that use product pins have seen an increase in sales to new customers as well as an increase in website traffic. Statistics from business research noted that at least 20 percent of sales were driven by Pinterest Product Pins. And 90 percent of these sales were from new customers.
Setting Up Product Pins
Pinterest supports open Graph, Schema.org, and oEmbed to mark up pages to create product pins. If your eCommerce store is through Shopify, you will not have to mark the pages as they already have the correct metadata. Once you have marked all of your pages, you are ready to use Pinterest’s validator to complete the process.
Preparing Your Pins
Before you make your product pins public on Pinterest, you should create secret boards that only you can see. These boards will allow you to create a variety of pins while experimenting with different images, text overlay, descriptions, and ideas. Once you have found what works best for your products, you can then move the pins to a public board.
Any time you are selling products online, the images must be top-rate and attention grabbing. The first impression your potential customers will have of your business and products will come from these images. This is especially true on Pinterest. Choose images that are high quality that capture your products at their best angle. How you show your products will depend on the type of product you are selling. Here are a few examples:
For clothing items, you can choose to model your products on a person to show your customers exactly what the outfit or items look like when worn or you may choose to display the items laying flat or on hangers. This depends on your personal preference as well as the availability of models for your items.
For furniture items, you should always display them as they would be placed in a home. This allows potential customers to see exactly what the furniture pieces could look like in their home.
Home décor items should always be displayed the way they would be in a home when being photographed. Remember Pinterest users are looking for inspiration for their own home. Seeing décor items as they would be displayed in their own home can draw them into a purchase.
Finally, if your business specializes in DIY projects and sells instructions for such projects, a collage image of your most popular projects will lead potential customers to become more interested than just seeing one project at a time. They will also be more inclined to click on your pin in order to see more project ideas.
Writing Your Descriptions
Descriptions are what lead users to your pin, keep them interested in your pin, and lead them to purchase your products. Therefore, it is important to create a description that uses keywords that potential customers may be searching for. You will also want to include a thorough description that includes information that you feel a potential consumer would want to know about your product before deciding to purchase the item. Make sure the tone of your pins and descriptions reflect your brand and connects with your consumers.
Saving and Promoting Your Pins on Public Boards
Once you have created the pins you want your potential customers to see, it is time to start placing them on public boards. By saving the pins to public boards, they become more easily accessible to Pinterest users. Existing followers will see these pins on their home feed and potential new customers will be reached when searching for similar items as well.
You may also choose to create a public group board where anyone on your team can post pins that are relevant to your business and products. If you choose to create a public group board, you will want to set strict guidelines as to what can and cannot be posted. You don’t want to alienate potential or existing customers due to an inappropriate or confusing pin.
Promoting pins can make it easier to get your pins viewed by your target audience. Promoted Pins are premium pins displayed in important positions and target specific demographics.
This can help you reach the right people with your product or service. By increasing your ability to reach your target audience, you will in turn increase your sales.
Below is an example of Promoted Pins by Target and Frigidaire.
Just like any effort to increase your business and sales, it is important to track your Pinterest analytics. Pinterest provides useful analytics for your pins and audience. You can find out how users are engaging with your pins to determine what is working and what needs to be adjusted. These insights can help you to design your strategy for future pins.
Pros and Cons of Product Pins
With every new business endeavor, there are always pros and cons. In the case of product pins, the pros include:
The potential to:
Increase brand awareness
Drive traffic to your eCommerce store
Reach new customers
While there are a number of pros, there are also a few cons. These include:
No guarantee that product pins will be seen by your target audience. (To increase your chances of reaching your target audience, you should consider paying to promote pins)
Having to mark up each page you wish to use for your product pins using one of the three supported programs.
Obviously, the pros of using product pins far outweigh the cons. Product pins can make a difference in your online store sales and generate impressive results.
Pinterest Product Pins will help to increase your eCommerce business and achieve your conversion goals. These easy to create pins create a seamless experience for potential customers and enable you to reach a wider audience while increasing your brand awareness. Why wait? Start creating your product pins today!
If you are like most business owners, you probably have focused a lot of your social media advertising efforts on Facebook. With over six million advertisers, the competition is pretty steep!
The good news is that there is another social media advertising option you can test for your business: Pinterest! Pinterest only has approximately 1.5 million companies connecting with users each month and offer a great opportunity to get your business in front of more users and new prospects for your brand.
This guide will show you everything you need to know about running a successful Pinterest ad campaign.
Why Should You Use Pinterest Ads?
While many people see Pinterest as just another social media platform, it is more like a search engine. With traditional social media platforms, users connect with each other and share content with friends and family. Pinterest is a platform where users search for inspiration and new products or ideas. They are able to create boards to save the content that they are interested in.
Pinterest ads appear as promoted pins that are sponsored by a company. This makes it easier for users to find and purchase the items they dream of having. Promoted Pins list the brand sponsoring the product and contain links to a sales page to make purchasing easy.
The concept of Pinterest began as a way to replace scrapbooks and corkboards used by many for inspiration with digital boards that could be added to or edited easily. Pinterest began as a simple idea that has grown into the third most popular social media platform in the U.S. Users are able to create wish lists and dream boards and companies are able to easily showcase their products and simplify the buying process.
Getting Started with Pinterest Ads
The first step to advertising on Pinterest is to create a business account. If you currently have a personal account that you wish to convert you can visit the business conversion site and follow the steps to convert your personal account into a business account. This includes creating a business profile with your company logo, business type, and a description of who you are and what your company does.
Creating a new account for your business is just as easy. Simply visit Pinterest homepage and click the link that says create a business account.
Enter the email address you wish to use for the account, create a password and enter your business name and type. Once you have entered the information click create account and you are ready to create your business profile and agree to the terms of service.
Once you have created a business account on Pinterest, it is time to create your very first board. This will make it easier for users to find your content. You will want to create business board that you can add relevant pins to. These pins can include blogs, special offers, new products, and so much more. As a business account you can create images and add summaries to each pin to grab a user’s attention.
Creating Pinterest Ads
Once you have created your business account and your first board, you are ready to enter the world of Pinterest ads. The advertising structure of Pinterest is very similar to that of Facebook and Instagram. You can create ad campaigns, ad groups, set the amount you wish to spend each day/week/month, and track the results of your advertising efforts.
There are three levels in the structure of Pinterest ads. The first level is the campaign. This is where you will set the objective of your campaign and the maximum amount you want to spend on a particular campaign. The second level is the ad group where you can decide on your budget, target audience, where to display your ads, and how long you want your ads to run. Depending on the objective for your ad campaign and your business type, you may have multiple ad groups within a campaign. The final level is the promoted pins that are the result of the process.
You will create your ads in the Ads Manager Dashboard. Once on the Dashboard, you will click create ad and begin the process. Pinterest makes creating ad campaigns simple by using a step by step process and giving you choices along the way. For example, there are four objectives to choose from when initially setting up your campaign. These include:
You will then be asked if you wish to create a new campaign or update an existing one. The next step in the process is to determine your budget limit and decide if your ad campaign is ready for an immediate live launch. If you are not fully ready to go live, there is an option to pause the campaign until you are ready to go live.
You will then select the ad group for your campaign and select a name for each group so that you can keep all of your campaigns organized.
Once you have selected your ad group, the most important part of a successful ad campaign is to select your target audience. This step is where you can very specific about who you want to see your advertisements.
If this is your first Pinterest ad, you will be asked to create an audience by choosing from four options. This audience can be based on people who have been to your site before, a set list of customers that you can upload, audience that has engaged with pins in your domain, or an audience similar to one you already have.
Once you have created an audience, it is time to target your ads to certain groups of people. You can choose a specific gender, age, language, what device they are using, their location, etc. By targeting your ad at specific people who are more likely to show interest in your product or service, you are avoiding wasted money on advertising efforts that don’t garner more business so be as picky as you like.
Pinterest has a number of advanced options when creating ads on their platform. You can choose how and where your ads are displayed. You can choose whether ads are displayed as users browse their feed or similar pins, when they search for items similar to yours, or both. Choosing both allows your business ads maximum exposure to potential customers.
Another advanced option is to pick interests and keywords associated with your business. This will target ads to those who share the interests that align with your business and products. You can choose from over three thousand interest and it is recommended to choose at least 25 keywords.
Setting Your Pinterest Ad Budget
There are two options when setting your bid for ad campaigns. You can choose a daily budget or a lifetime budget. A daily budget indicated the maximum amount you want to spend each day on your ad campaign. A lifetime budget is the amount you wish to spend for the total time that your ad runs on Pinterest. The budget options you select will depend on the amount you can afford to spend on an ad campaign.
You will notice that as you change things such as your target audience and budget the estimated number of people that will be reached by your ad campaign will change as well. This is to help you get an idea of how effective an ad campaign will be based on the choices you make.
Adding Pins to Ad Groups
The final step is your ad creation is to select the pins you want to appear in the ad group. These pins will become the Promoted pins shown to your target audience. There are a few rules that must be followed in order to guarantee that your promoted pins are seen:
You must save pins to your own profile
Include destination URLs within each pin
Don’t use link shorteners in the destination URL or in the description
Follow Pinterest’s Ad Standards
Don’t include third-party GIFs or videos
Once you have followed the step by step guide to create your ads, they will need to be reviewed. This takes no more than 24 hours so you should be sure to plan your campaign to include the review time so that you aren’t waiting on the review when you want your ad to be live.
Promoted App and Video Pins
In addition to traditional promoted pins, if your business specializes in app creation, you may choose to create a promoted app pin. These pins contain a link that allows users to download the app directly from their device’s app store. If you wish to create a promoted app pin, you will want to select “app install” as your campaign objective.
Promoted videos are short videos that users can watch to learn more about your brand and products. You can choose between a standard size which is the same size as one pin or a max width pin that is the size of two pins. These videos play automatically when at least half of the ad is visible on the user’s screen. Most users will stop scrolling to watch a video which makes it a great way for you to get exposure for new products.
Selecting Images on Pinterest
Now that we have explained how to create ads on Pinterest, lets talk about what you should use for ads on Pinterest. Pinterest is an extremely visual search engine, similar to Instagram. When users search an interest of keyword, the results display as images rather than text. You want to choose images that are visually appealing to users.
Here are some helpful tips for creating strong images for Pinterest ads:
Use bright, warm colors. Reds, oranges, and browns tend to increase the number of clicks a pin gets. Don’t exceed 50% color saturation as those pins get more repins than those with a higher color saturation.
Use images that are light. Images with medium light get more repins than those that are dark.
Close ups are a must. Avoid white space or too much background image that can detract from the product you are trying to showcase.
Avoid centered images. When you divide your image in thirds, you want to have a majority of the image in the top, bottom, left, or right. Never centered.
Did you leave room for text? Don’t layer text over your image. Rather, crop and shift the image over to leave room for text above, below, or to the side of the image you wish to showcase.
The most important part of any successful ad campaign is being able to track its performance. Pinterest makes tracking an ad’s performance easy. Head over to the Ads Manager Dashboard (the same dashboard used to create your ad campaign) and select the analytics tab.
From here, you can see every ad campaign you have run as well as how many times your ads were seen, saved, clicked on, and liked. These analytics are displayed in graph form on the dashboard. Want more detail? Click more on the graph you wish to see more detail on. This will show you how many people viewed, clicked, or saved your ad in the past 7, 14, and 30 days. These analytics tools even allow you to track engagement over time, so you can improve or change your ads to continue to increase your engagement rates.
Pinterest Advertising Tips for B2B Companies
Create Boards Your Audience Will Love Pinterest boards should group together content with a similar theme. You will want to carefully piece together boards with content your audience will enjoy. Once you have created your awesome boards, you will want to link all of your content to your website or a landing page. This way you are drawing users into your organization not just your pinning abilities.
Up the Visual Content
Remember, Pinterest is all about visual appeal. Its easy to talk about your company or product but, users are more interested in visual content. Using infographics, charts, advice guides, etc., your brand can increase the visual content to reach a greater audience. You will want to create stunning images by using photo editing software or take our photos at different angles rather than the traditional straight on shot.
Put a Face to Your Company It’s easy to show off products or services you provide, and while these posts may gain attention from your audience, they don’t help users connect with your organization. To build the connection with your audience, you should add in personal items such as showcasing the people within your company or even their pets. No one can resist a cute puppy. Plus it helps people see your organization as more than just a business.
Focus on Trends
Pinterest is a great place to show trends and patterns happening within your industry as well as what you are doing to make strides within these trends. Show potential customers how you can help them stay up to date with the latest trends in the industry by creating specific boards for these topics.
Don’t Forget to Test Your Pinterest Ads
Advertising on Pinterest can be done by any business or organization regardless of size or budget. The key is to work smart and maximize the results of any ad campaign you create. This guide should help you take Pinterest by storm, if you follow the steps and tips that were given. Remember, when first starting out on your Pinterest ad campaign journey, it is important to experiment with different ideas and concepts while tracking the analytics of each ad campaign. Keep what works, fix what doesn’t and you will be doing big things in no time.
Every good marketer knows that staying on top of the latest trends is key for developing an effective marketing campaign. However, our world is always changing – shifts in our social and cultural norms can quickly age the marketing strategies of yesterday.
These changes can affect the strength of your past marketing campaigns, your industry operations, and the perception of your brand as a whole.
The Story Of Skunk Weed And Green Marketing For Marijuana
You may have heard of green marketing in an environmental context, but its meaning has expanded to also encompass marketing of cannabis. Now that medical and/or recreational use is legal in 32 states and counting, many marijuana businesses have co-opted the term.
Prior to legalization, Americans considered marijuana a highly criminalized, dangerous drug. Because of this, many Americans developed negative connotations about marijuana, along with a variety of slang words used to demean the plant and its users. In addition, cannabis users started to develop their own slang.
Specifically, the term “skunk weed” grew in popularity as a term used to refer to the undesirable remnants of the marijuana plant. Skunk weed became associated with poor quality marijuana with limited psychoactive properties. However, this term has shifted.
Skunk weed today means something completely different, thanks to the use of green marketing. Now, skunk weed refers to a specific strain of marijuana that is high-end and quite strong – a desirable product far removed from its scrappy beginnings.
So, how did marketers shift the term “skunk weed” from negative to positive?
First, marijuana growers in America crossbred numerous hashish strains from Afghanistan and Pakistan with additional cannabis strains from the Americas and Asia.
Next, these growers named the strain Skunk #1, and established brand loyalty due to the strain’s adaptability, potency, and quick growth.
A marijuana breeder named David Watson adopted the moniker Sam the Skunkman and began marketing Skunk varieties. He founded the Cultivators Choice seed company to provide greater access to the strain.
Since then, marijuana breeders produced a number of strains using the original Skunk, such as Super Skunk and Northern Lights.
Watson’s skunk weed varieties and the original strain gained a loyal following thanks to Watson’s understanding of cannabis culture. He knew that Skunk #1 was a worthy, strong variety. He leveraged its strength and enjoyed the profits.
Combined, these cannabis entrepreneurs changed the way that everyone views “Skunk Weed,” and today, the Skunk image remains a popular marketing strategy for cannabis. Now that the overall change in perception of weed is shifting, green marketers are tailoring their strategies to match.
Consumers prize companies that use slang effectively. They prefer interacting with a company that sounds like a real, relatable person rather than one who uses dry, corporate language that is difficult to understand. Using slang can help companies connect with their audience because it communicates that the brand is current and trendy.
On the other hand, slang use can easily go wrong. For example, if a company makes products geared towards older adults and uses a slang word that only teenagers understand, the company can alienate their users. Inappropriate jokes and swear words can also turn a brand campaign sour, sparking controversy and losing consumers in the process.
The story of Skunk teaches us the power of reclaiming a negative word and turning it into a marketing tool. The use of “Skunk” made sense for the cannabis industry, but it wouldn’t work for a perfume company, for example. It’s important to know who your demographic is and what words, phrases, and images connect with them.
Companies should not be afraid of social change. Staying on top of cultural shifts can keep your business out of trouble in the future. You risk alienating younger demographics if you stick to certain values. Keeping your business “politically correct” will set you up for long-term success.
Know your audience. If you market products to teenagers, using the most current slang is appropriate. However, if your demographic is for older consumers, avoid slang that they would not know or would see as cringe-worthy. Only use a slang word if it works for your audience.
Perform quality control before posting. Sometimes, companies do not use slang or popular phrases in an appropriate manner, sparking controversy. For example, the frozen pizza brand DiGiorno jumped on the popular hashtag #WhyIStayed to promote its products – without realizing the hashtag was meant to share stories about relationship abuse. Unsurprisingly, this landed the company in some hot water.
Know your platforms. Different slang words and slang behavior work better on different platforms. For example, using a slang word as a slogan would seem forced and inappropriate. Using a slang word on Twitter, where lots of slang originates, can make a company seem trendy and comedic.
Stay up-to-date. There is nothing more “cringy” than using a slang word that stopped being cool years ago as a current marketing strategy. Unless you’re trying to evoke nostalgia, make sure your demographic is still using the word before you post.
Contact The Team In The Know
Contact Eminent SEO today to craft premier digital marketing strategies for your brand. You don’t have to keep up with the evolution of slang for the environment or pot – we can handle it for you.
Social media campaigns aren’t going to guarantee your business brand awareness, integrity, engagement or conversions, especially when there’s ample competition out there being viewed on multiple screens.
Saying your products or services are one-of-a-kind or the best-there-is only brings noise to the proverbial marketing table. The proof is in the social pudding.
If you’re using online media platforms it doesn’t mean you’ve got social proof. And if you want to stay competitive in this space and stand out within your industry, you’ve got to prove yourself in the social stratosphere. Not sure if you can prove anything? Fake it ‘til ya make it.
Check Out These Quick Hits to Get Proven Results:
Get Credible. Investigate your industry experts and find out what licensing or certifications will help build business credibility. Then see what’s applicable to what you do and do the work, take the classes, fill out the forms and get certified.
Join Forces. Put more time into nurturing relationships in your B2B alliances. Cross-promote to tap into their audiences. Chances are you’ll gain some new followers and get in touch with people who are already interested in what you have to offer.
A Word in Edgewise. You know your business. So talk about it, whenever and wherever you can. Remember, social media is meant to position you and your company as a valued resource, not a vehicle for direct sales, at least not initially. Blog for you, blog for others, get your name out there.
Numbers Don’t Lie. People love to see active progression, best shown through dynamic numbers. For example, if you’re trying to hit a goal in a commitment to a charity, for example, post a ticker clock on your website banner. The motion in numbers indicates active interest and growth. Now who doesn’t want to be part of that?
''With so much noise in social media it’s hard to distinguish between what’s real and b-s. Social proof helps take the guesswork out of online presence adding credibility and, in turn, sales.'' - Melanie Stern #socialproofyourbusiness
We’ve been in the social aspects of digital marketing longer than most, with team members who love the digital realm of the industry but also have roots in traditional media as well. Together, we can help you formulate the best way to identify and reach your target audience.
If you’re not getting the type of response you think your social media outreach deserves, read more about how social proof marketing works:
Have you ever wondered why customers choose certain companies or products over others that are similar? The number one reason for this occurrence is social proof. Social proof plays a leading role in purchase decisions. People will often follow the cues of others. They will often select restaurants based on how many people are in the establishment when they walk by. Because so much of a person’s purchase decisions rely on social proof, it is important to understand how social proof works and how to incorporate it into each of your marketing campaigns.
What Is Social Proof Marketing and Who Should Use It?
Social proof is the technological equivalent of word of mouth but on a much larger scale. It follows the idea that customers will choose a product or business based on the reviews and opinions of other people. Any business owner, advertiser or agency should incorporate social proof marketing into their campaigns. Here are a few examples of social proof marketing at work:
One form of social proof marketing is to display the number of customer reviews on the main product listing.
This is a great example of incorporating actual customer reviews with before and after images to back up your claims.
This gives a general number of subscribers to a blog newsletter.
This type of social proof shows potential customers how many people have already purchased or downloaded a product.
All of these marketing tactics help companies establish trust with potential new customers by showcasing the number of existing customers that are already enjoying the product or service.
The Science behind Social Proof Marketing
Since the beginning of the human race, people have been pack animals. We desire acceptance and tend to be influenced by the actions, opinions and choices of others. Because of this pack mentality, people rarely want to stand out or go against the norm. How does this benefit your business? By using social proof in your marketing campaigns, you will be speaking directly to the pack mentality of people. By showing them the number of people who have purchased your product or used your service as well as their opinion of the item or service, you are grabbing the attention of potential customers.
How to Turn Social Proof in to Sales
Now that we have discussed what social proof is and why it works, let’s look at how to use this marketing method to convert website traffic in to sales. It is important to use a variety of social proof types in your marketing campaigns. Star ratings, number of items sold/customers helped, and customer reviews all play a large role in gaining new customers; however, there is one other method that some online retailers choose to use.
This method is the countdown. It is the same countdown that has been used in infomercials for years. “Call in the next thirty minutes to get this great deal” or “only ten remaining at this special price”. Both of these statements are designed to overcome customer hesitation before making a purchase. If they believe that there are only a few items left or the sale ends soon, they are less likely to put off the purchase for later.
It is important to use an aspect of social proof at every single customer touch point. These include emails sent, company landing pages, and order pages. By doing this, you will be adding a layer of social proof at each step.
How to Fake Social Proof and Build Credibility
Chances are, your business is on a much smaller scale than that of Starbucks or Target. So, how are you supposed to use social proof if you don’t have many existing customers? Fake it. There are four ways to easily fake social proof to grow your brand and gain attention.
1. Get Certified If your business has to do with technology, getting certified can build credibility for your potential customers. There are a number of websites that offer free certification courses for those in marketing or technological fields. Once you have received a certification, place it on your website to show potential clients that you know a thing or two about what you do.
2. Become a Partner Company As a small business just getting started, becoming a partner company can bring huge benefits. Many large companies offer partner programs in the areas of marketing and information technology. By partnering with a large company, you will gain customer referrals while you work to develop more social proof. Many partner programs have a tier system so don’t expect to start out at the top. Be prepared to work your way up. Once there, you will enjoy numerous benefits from the partnership.
3. Write Within Your Niche When you are first starting out, avoid talking only about yourself and your business. Go out and find the important people in your niche. Interview them and publish the interview information on your blog. In addition to interviews, write about why your service or product is important in your niche. You will want to learn or hire a reputable company, familiar with search engine optimization for blogs. SEO will help you to gain more traffic to your website by pushing it higher in search engine results.
4. Show the Numbers Share your company stats with potential customers. This can be done in a number of ways. You can create a counter that shows number of customers, number of downloads, or number of visitors. By showing how much web traffic, followers, and users, you are proving that you are a reputable company with customers and followers. This will push potential customers to try your product or service for themselves. Remember, pack animals.
How to Gain Social Proof by Asking for It
One of the easiest ways to gain social proof is to ask your existing customers to give it to you. There are a few ways to ask customers to help you gain social proof.
The first is to ask customers to leave a review of your product or service. To do this, you should have a customer review form on your website. This will allow them to provide feedback easily on your site. But what if they forget to leave a review? Send a follow up email with a request that they leave a review and a link to take them directly to the review page.
Another great way to gain social proof from existing customers is to offer specials to those who forward your email or refer a friend to your product or service. This will encourage them to share your business with those around them. This goes back to the pack mentality of people.
Sharing Social Proof on Social Media
Social media has a large reach when it comes to potential customers, but only if you do it correctly. There are two ways to capture the attention of potential customers using social proof on social media.
The first thing to remember is that numbers speak volumes. In this method, you will use the number of satisfied customers, volume of products purchased, or number of current clients you have. You want to keep these posts short and sweet such as:
The second way to use your social proof is to post excerpts from customer testimonials. Remember when you sent out those emails requesting feedback? Look through the comments you received and choose a few to use in social media posts. This will help you to reach people that may not otherwise view your company website. A great example of this is:
Other Types of Social Proof
As your business gains new customers and begins to grow, you can begin to use a wider variety of social proof in your marketing campaigns. These types of social proof are designed for larger scale marketing campaigns and have proven to be highly successful.
Expert Social Proof
Expert social proof involves hiring celebrities or professionals that your target audience tends to relate to. This person will endorse your product in your ad campaigns. You may choose to use testimonials from influential people within your industry or, if your budget allows, a celebrity who will help to get your product out to their followers. Many celebrities will advertise for select companies on their own social media feeds, if the deal is right.
Celebrity endorsements can however cost thousands of dollars, so you should determine if the outcome will be worth the cost. Some celebrities can charge anywhere from $150,000-$500,000 for one social media post featuring your product.
The best way to use celebrities to endorse your products is to have them use the products themselves. You should also use celebrities with a connection to your niche market. This will make them a more reliable source of social proof for potential customers.
User Social Proof
User social proof refers to the reviews and testimonials from existing customers. Studies consistently show that people tend to research the opinions of others when they have already researched a product and need to justify a purchase. These reviews are often trusted just as much as personal recommendations.
You should also include testimonials from existing customers. Testimonials give insight into how your product or service has changed the lives of those who have used them. You may include a section dedicated to these testimonials on your website. This will allow potential customers to review a variety of testimonials while making their final decisions.
While testimonials give potential customers a snapshot into an existing customer’s experience, a case study will allow you to provide a deeper look into the customer story. These show the initial problem the customers were having and why they were searching for a solution and how your product or service helped them solve their problem.
These types of social proof do not always have to be in written text. Try using video or audio testimonials to further draw potential customers into the story.
Wisdom of Crowds
Remember that herd mentality we discussed in the beginning? Well, it comes into play with the wisdom of crowds. This theory uses the crowd mentality by showing potential customers how many people have bought a particular item as well as cumulative ratings from those customers. When potential customers see that hundreds of a particular item have been sold, and the overall rating is good, they are more likely to purchase that item.
Wisdom of Friends
The wisdom of friends relies on a version of word of mouth. When a customer purchases an item, have a prompt to share the purchase with their friends on their social media feeds. You should provide links to each social media platform to make it simple for customers to share their purchasing experience on each platform. To further drive customers to share their experience, you can offer special deals to customers who share their experience and tag your company in the post. You can also offer special deals to customers who forward your promotion emails to their friends.
Now that we have discussed the types of social proof and how to implement them into your marketing campaigns, it is time for you to put these ideas into action. You should begin by experimenting with social proof placement in ads, on social media, and on your website. The more you can remind a customer of how many satisfied customers you have, the better off you will be.
Intro content While statistics can tell ad execs a lot about what’s working and what isn’t, the subjectivity of marketing often supersedes fact. It lives in the minds of creatives tasked with campaign ideology that must persuade prospects and existing customers to buy in and convert. Together, they partner with sales. But there’s a price in the typical disconnect.
Success stories in digital and traditional marketing spends are founded on some basic principles that often get lost in one-off trends.
Before you start identifying how your marketing budget will be spent for 2019, take a look at your performance this year. Use the following as a guideline. It might be painful. Nonetheless, it will serve as a powerful reminder of what’s important for strategy going forward.
4 Marketing Budget Mistakes to Avoid:
Forgetting Who You Are. Revisit the company mission and vision. Review your current position and how you stack up against competitors. Do your marketing initiatives define your product/service brand? If not, you’re marketing spend is off-target.
Clueless about Customers. When was the last time you did a survey or email campaign that focused on existing customers? Do your social media silos help identify and define who your business aligns with best? Who you want your customers to be may not equate to who they really are.
Knee-Jerk Reactionary Spends. Fear of missing the boat on being part of whatever is trending in marketing looks a lot like throwing money down the drain. One-off initiatives are more effective when they can be embedded into a larger, ongoing campaign. Cross-channel marketing works.
Buying Social Boosts. Consumers are savvier than ever before. If a social post has a lot of views but minimal engagement, you’re not fooling anyone. People want their info real and raw. Don’t waste a lot of your budget on boosts or paid ads, build your audience organically with substantive content and real time interaction.
Need a Deeper Dive into Marketing Budget Strategy?
''An annual marketing budget is like winning the lottery. You have dollars at your disposal. Spend them well and the investment grows. Spend them wrong and you're back at zero.'' - Melanie Stern #marketingbudget2019
Turn Existing Relationships into Link Building Connections
If you’re a small business owner, you’re going to have to lean on existing relationships – personal, professional, etc. – to help get your business off the ground.
This rings true for launching your own website and trying to get it to rank on search engines. Links from other websites are going to be crucial to helping you achieve the rankings you desire, no matter how great of a writer you might be.
Have you thought about using your existing relationships to land coveted links from other sites? With closer relationships, it could be as easy as asking and receiving.
In other instances, you may have to nurture your relationship with that contact. You might even offer them something – such as a positive online review – ahead of asking for a link from their site.
No matter what, don’t overlook any relationships you already have when it comes to link building for your small biz website.
''Link building is all about establishing relationships, and if you already have a relationship with someone, then the first step is done.'' - Chris Weatherall, President of Eminent SEO @eminentseo #linkbuilding