So you have a beautiful website. It’s aesthetically appealing; the color scheme is bright and attractive, the images stimulating and the navigation easy to use. It seems to have all the right ingredients, however, is your (beautiful) website getting the right message across to your visitors?
As part of my role as a Client Strategist at MoreVisibility, I work with a variety of clients from large corporations to small businesses, from Ecommerce to Lead Generation. I often look at their sites from a user’s perspective to provide tips to help them achieve better results. There are many sites I see on a daily basis that are quite amazing to look at, but lack the necessary components to get the visitor to the desired end result. Whether that end result is a completed transaction, online form, or request for more information, it is critical that your site speak correctly to your audience. What does that mean exactly? Here are a few examples:
If your site has Ecommerce functionality, more than likely your goal is for your visitors to make a purchase. You will want to ensure that it is almost effortless to find exactly what your customers are looking for and efficiently go through your shopping cart process; the less clicks to get there, the better. If someone is searching for a specific pair of shoes, send them to that page, rather than having to search around. Don’t make it mandatory to create an account; make it an option.
If your site is designed to generate leads, you should be looking to capture as much information from your searchers in an effort you are obtaining valuable leads. Having a clear call to action form on your site is the first step. The form page should be clean and concise with only the necessary information required. The form should be followed with a confirmation or Thank You page to signify that the form was filled out, information is on the way and/or a representative from your company will be in touch (it is helpful to notate the timeframe here. i.e. within 24 hours, etc)
Keep in mind that your website is a representation of you and your company! While it should obviously look beautiful, it is imperative that you get your correct message across simultaneously!
It might sound like a contradictory statement or an optimistic proverb but the truth of the matter is a negative, a negative keyword that is can be a positive asset to your cpc campaign. A negative keyword is a keyword matching option that keeps your ads from showing when someone types in that particular word or phrase.
Every cpc campaign should have negative keywords. Negative keywords help to tighten the targeting of cpc campaigns. They are the gate keepers that help to keep unwanted clicks and traffic away. Let’s look at an example. If you sell coffee franchises nationally then you’re probably bidding on keywords such as “franchise” “franchise opportunity” “franchise opportunities”, “franchise business opportunity” “franchise business opportunities” etc. Yet, what happens when someone does a search for “sports franchise opportunity” “car wash franchise opportunity” or even “international franchise business opportunities” your ads are going to show up. However, you only want to target people interested in buying coffee franchises. This is where your gate keepers, the negative keywords come into play. Make a list of the words that you don’t want to show up for these would include other types of franchises such as “hotel”, “sports”, “home based”, “international”, “automotive”, “golf” etc. This is only a start, your negative keyword list can be as long or short as you want it to be. It all depends on how targeted you want your cpc campaign to be.
Negative keywords also come in handy when you’re bidding on abbreviations. For example what if you’re a restaurant bidding on the term “nra.” For those in the restaurant field it stands for “national restaurant association”, but for those in the field of rehabilitation it means “national rehabilitation association” and event still for those who are experts in the area of weapons it means the “national rifle association.” In this case your negative keywords could be “rehabilitation” “weapons” “rifles” etc. Again, your negative keywords are protecting your cpc campaign from unwanted impressions and clicks.
A negative can be a positive when you’re talking about negative keywords for a cpc campaign. Negative keywords help you target the audience you want and keep away the audience you don’t want. Negative keywords are great gate keepers for cpc campaigns.
At some point, we have all engaged in some form of a contest, sweepstakes, or game. We may have registered for a free trip to Hawaii, or collected Monopoly game pieces at McDonalds. As consumers, we noticed some value in these promotions and there was an incentive to engage. In most cases we either provided personal information or made a purchase.
Interactive Promotions are the engagement of consumers with the right incentive/offer to motivate a specific action using sweepstakes, contests, and games. Interactive promotions have supplied positive results for marketers, as they are one of the most powerful ways to motivate interaction on the Internet. By putting the right incentive in front of the right audience you can encourage them to act, which is one of the most successful ways to gather their personal data. This then enables you to begin a dialog with the consumer, which can lead to more relevant information and additional offers.
Various ways to leverage interactive promotions:
– data acquisition/lead generation
– generating sales
– building brand
– driving traffic
– building loyalty
– educating consumers
Marketers are taking notice of the success of this emerging marketing channel and larger budgets are being allocated to this area. Some numbers to help support this claim:
– According to IMI International, 81% of consumers have made a purchase due to a promotion.
– eMarketer noted that 80% of consumers have entered an online sweepstakes.
– In a recent Promo Magazine survey, 43.6% of marketers will increase promotional marketing budgets for this year (another 37.4% keeping same budget).
– Borrell Associates published a report that projects online promotions will triple over the next 5 years, from $8 billion in 2007 to $22.8 billion in 2012 (surpassing all other online advertising categories during that time).
– Jupiter Research consumer survey showed that 82% of consumers are willing to provide various forms of personal info in exchange for a chance to win as little as $100 in prizes.
If your company isn’t currently using Interactive Promotions to expand your business, now may be the time to consider.