3 Key Differences Between Bing SEO and Google SEO

3 Key Differences Between Bing SEO and Google SEO

In the past few years Bing has continued gaining traction, comfortably second position in the search engine market, behind Google. While Google and BING share many of the same SEO signals, there are a few big differences you should know.

It doesn’t matter which search engine you are targeting, ensuring that your website is optimised is the safest way for your site to be found by users.

  1. Keywords

Keywords are essential for any SEO strategy but But there are a few key differences between how Google and Bing understand keywords.

Google SEO

Google uses what is known as semantic search. The key here is that Google is improving the accuracy of a searcher’s intent. or should I say Google is attempting to understand the users search intent.

This gives Google the ability to not only examine keywords but also understand keyword context.

Google prefers website owners and SEO consultants to create comprehensive pages backed by keyword research, this means that the website owner should focus on topical relevance instead of exact match keywords. Google can then use its semantic search engine to better understand your page and help it rank for an exact match keyword as well as other variants of the keyword.

BING SEO

However, Bing struggles to contextualise keywords

This means website owners should use precise, targeted keywords where ever possible. This means that you may rank higher in Bing SERPs when you use straightforward keywords that exactly match the terms you’re targeting in Bing’s search results.

  1. Backlinks

Both Bing and Google value backlinks but there are key differences:

  • Google always prefers quality over quantity. Fewer high-quality links are worth significantly more than hundreds of spammy, low-quality links
  • Bing also values high-quality links, but the way they judge quality is a little different from Google. Bing places a lot of emphasis on domain age. If you earn links from well-established domains that have existed for quite some time, you’re likely to rank high on Bing.

Despite the differences you should still look for quality backlinks over quantity if you are to succeed on both search engines.

  1. Social Media Signals

Google denies that social signals play any sort of role in page ranking. despite a lot of speculation to the contrary given the fact that social media drives so much traffic to to your website carry on as normal with your social media plans!

BING however considers sites that are mentioned on social media platforms like Twitter or Facebook as more valuable and relevant for ranking. The more likes, shares, recommendations that your website has on any of the big social media platforms the better chance you have to rank on Bing.

SEO Guidance

For more SEO and marketing guidance head over to my Facebook group – The Nicest Guys In Marketing. Together with my colleague Andrew Sayers who is an excellent Sales consultant our group will provide the answers to any marketing and sales questions that you will have.

 

 

The 5 Step Proven Profit Formula For Doubling Your Profits

The 5 Step Proven Profit Formula For Doubling Your Profits

All small business owners want more clients and more revenue and to double our profits. But how do we go about finding more clients?

Firstly you MUST generate leads… and then you MUST convert those leads into clients

By breaking down the end result into the vital components required to generate them, you can put together a specific strategy and plan of action to attain that end result.

Once convert those leads into clients, your new clients will be paying you a specific value for what you sell.

As a business you have many expenses to pay and those expenses come directly out of that very revenue, so the next revenue component to consider is your margin.

Your Margin

Just think if you could persuade your current clients to increase the number of sales or transactions they complete with you each year what would it do for your business?

There are five essential and critical steps that every business owner NEEDS to address in order to bring in new clients and generate more revenue…

  1. Leads
  2. Conversions
  3. Number of transactions
  4. Average sale value
  5. Profit margins

In order to double your profits and create exponential growth, you have to start with a baseline.

You have to know your current numbers in each of these critical areas. First, work out exactly where your numbers are right now and once you have them, you can work out what you need to do to double those profits.

Leads

There are many ways to generate more leads. Our E-Learning Marketing System which I run with my colleague Andrew Sayers will show you all that you need to know and more! But as an overview you should be doing the following lead generation activities:

  • Your Website
    • Does your website clearly display the business name and necessary information?
    • Does your website have a method(s) for capturing leads?
    • Does the website have a unique selling proposition?
    • Does the website have a clear offer and call to action?
  • Are you using Pay Per Click advertising?
    • Google PPC
    • Bing PPC
  • Are you using Search Engine Optimisation strategies?
    • Video Marketing
    • Article Marketing
    • Google Places listing
  • Are you using email marketing?
    • Autoresponders
    • Multiple offers and active contact with clients
    • Email sales funnel
  • Do you have a blog?
    • Is it updated regularly?
    • Are there regular readers?
    • Does it include video?
  • Do you have a podcast?
  • Do you utilise social media and social networking?
    • Twitter
    • Facebook
    • LinkedIn
    • Instagram

There are many more avenues of course and I have named a few. If you need a robust marketing plan then speak to me and we can spring into action to get your lead generation firing on all cylinders.

Conversions

Moving on to conversions, there is no point generating hundreds of leads if you are not converting any of them. If you are finding this then you are probably fishing in the wrong pond. Who is your ideal customer and are you speaking to them?

Your conversion rate is where a prospect becomes a client and this needs to be a healthy percentage to justify your advertising spend.

Your advertising copy needs to be compelling – completely eliminating any barriers to entry for your prospects. You will want to create irresistible offers that practically force your prospects to buy from you!

Do you have a drip campaign in place?

A drip campaign is a series of follow-up communications via email or direct mail in times gone by! Drip campaigns continuously nurtures any prospects until they’re finally ready to make the purchase.

The typical prospect doesn’t buy from you until they receive on average 6 marketing messages from you.

Do you currently have a drip campaign in place to your current prospects?

If not, you’re leaving a fortune on the table!

Your copy needs to be so compelling and persuasive that it positions your business as the ONLY choice for your prospects to buy from.

Our E-Learning Marketing System will help you here, we have scripts, drip campaigns and marketing copy for nearly every eventuality and we are offering free access!

Increase The Number of Transactions

If you can get your current clients to purchase from you more often you would see a huge increase in revenue.

For example let’s take a look at a hair salon.

What if we could teach this hair salon a strategy that would compel their clients to automatically book their next haircut at 3 week intervals… and commit to this at their initial appointment each time? Just this one strategy alone would increase this salons total revenue by 70%!

Average Sales Value

Suppose you sell a product for £100 and the net profit on that product is 15%

If you increased that price by a measly 5%, that additional 5% is pure profit

Your net profit just increased from £15 to £20… that’s an increase of 33.33%

For example let’s look at an example from a health club…

Let’s say you own a health club that offers a package of health services for £60 and you presently have 300 clients enrolled

Your total revenue equals £18,000  (£300 x 60). Your 25% net profit margin equals £4,500 per month

Suppose you raise your price by just £4 per month or 6.67%. You just increased your net profit by 26.67% or £1,200 per month  (£4 x 300).

I know raising prices is difficult and many people worry about losing customers but let’s look at the health club again.

In this example the health club would have to lose 63 clients from this program just to get back to your original net profits.

Do you think 63 out of 300 clients would drop from your program over £4 per month, especially if you offer more value than any of your competitors?

Profit Margins

Lastly you can look at strategies that will dramatically increase your profit margins.

Accounting, book keeping, printing,  advertising, office supplies, and other everyday business expenses can be reduced.

You can also see a huge increase in your profit margins just by properly identifying, and then targeting your ideal client.

The 80 / 20 rule states that 20% of your clients generate 80% of your total profits.

If you replace the 80% of your low margin  clients with more of the 20% high margin group, you will see your margins explode!

There are lots of opportunities!

There are many ways to increase your revenue and we have touched upon a few here. All this content and more is part of our E-Learning Marketing System.

Our E-Learning System will double or triple your profits as well as creating exponential growth for your business.

When you use all of our tools, resources and templates… along with the powerful audio and video training we make  available to you… you will immediately begin to see results just like this.

Pop on over to The Nicest Guys In Marketing today to see for yourself.

Does Facebook Advertising Work?

In 2019 Facebook’s revenue from paid advertising was $70.7 billion according to mobile marketer – https://www.mobilemarketer.com/news/facebooks-ad-revenue-rises-25-to-record-207b/571362/

So given that huge amount of revenue it is safe to say that Facebook advertising does work as businesses continue to poor their advertising cash into the platform.

From a personal prospective having spent over £500,000 on Facebook Ads for myself and my clients yes they do work.

That said, from my experience it is totally dependent on the industry you are in.

I hear many digital marketers often say that Facebook only works if you in the B2C market place. Whilst I can see where they are coming from this isn’t always the case. Each business is different and there are many ways that you can utilise Facebook marketing.

That aside, when you are spending your hard earned cash on marketing you want to see a Return on Advertising Spend (ROAS).

Will Facebook Ads Work For Me?

There are many things to consider here and we will look at these in a bit more detail later:

  • Your target market
  • Low Friction Conversions
  • Tracking
  • Your expertise

Your Target Market

I hear so many individuals and companies complain that Facebook advertising does not work for them. This is often because they are not a good fit for the platform.

Poor targeting costs money and potentially damages your brand. So, who’s your ideal customer?

What do they look like? You’ve got to know their needs, wants and challenges. Take a look at my blog post 5 Key Elements For Successful and Reusable Marketing Campaigns where we look at this in a little more detail.

If you do not know your target market then you will fail!

Facebook allows you to target users based on their location, demographic, likes, interests the list goes on. You need to know exactly who you are targeting and this is the beauty of Facebook. If your target market is on Facebook you can reach them.

As a recap with Facebook you can target by:

  • Location
  • Age
  • Gender
  • Interests
  • Connections
  • Relationship Status
  • Languages
  • Education
  • Job Title (Not All)
  • Income (USA)

Low Friction Conversions

Don’t go straight in for the sale. When you advertise to a cold audience you will want a low friction conversion, that is asking people to sign up to download a PDF, submit a lead form or make a small commitment.

You can then use retargeting later and email campaigns to tempt the customer into a sale. Check out my blog post – What Is a Sales Funnel?  The Automated Selling Machine to learn more about automated sales funnels.

In most cases once a prospect has given up their email you will need to gain their trust to turn them into a paying customer.

That said as a caveat I am running some campaigns that due to the close targeting and the product people are buying right away. This does happen but I do find that 9 times out of 10 you need to be a little more subtle!

Also, it is worth looking at the lifetime value of the customer. Many purchases will be small so don’t start your Facebook campaigns up and turn them off after a week because they are not working.

Tracking

This is a crucial element! You must have your Facebook Tracking Pixel integrated correctly on your website.

The Facebook Pixel allows you to not only specifically target visitors to your site but it also allows you to track conversions and sales.

A typical scenario where we would utilise the Facebook pixel would be if someone had landed on your product page and not purchased. We could then target them with a Facebook advert showing the product and potentially a discount to close the purchase.

I have worked with many client over the years whose Facebook Pixel were not tracking conversions. Many were saying that their Facebook advertising was not working only to discover that the adverts they had been running were indeed bringing in sales.

If your Facebook Pixel is working correctly who will see how many conversions who have received from your adverts and in the case of an e-commerce site you will see data like in the screenshot below (yes this is from one of my accounts I run!).

Does Facebook Advertising Work?

Your Expertise

This is a big one. Many of my clients who come to me for help with their Facebook Ads do so because they have tried to advertise themselves and have failed.

Either their targeting is out, they are not utilising Facebook features, many would have blindly ‘Boosted’  a post and their tracking is not working. In most cases they were not utilising a sales funnel correctly.

Huw-JohnsRob’s a real pro and is definitely one step ahead of the game when it comes to making money for businesses online, funnelling techniques and social/facebook marketing. I have brought him into some of my client-companies with very good success. In some cases, we have seen some spectacular results! Recommended.

Huw Johns, Portfolio Marketing Director at The Marketing Centre

As Red Adair said

“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur”

You should have a series of Facebook adverts from those targeting a cold audience through to those who have signed up or expressed an interest in a product.

You may break even or even turn in a small loss advertising to cold audiences but if your lower funnel adverts are turning a great profit then your whole funnel is working.

Look at the profitability of your whole campaign. I see too many beginner advertisers turning off their upper funnel because it is not profitable for them only to see their lower funnel collapse.

Your upper funnel adverts shove the traffic into the funnel, stop this supply and the whole process dries up.

Be Creative With Your Facebook Adverts

Put some thought into your adverts, Facebook users are targeted 24/7 by adverts and you need to stand out from the crowd.

People are not on Facebook to be sold to so bear this in mind. To stand out deliver great content, great graphics and don’t jump straight into the hard sell in the upper funnel.

Conclusion

I have run so many successful Facebook advertising campaigns to say yes they DO work and given the amount of advertisers that are flocking to the platform and staying is a further sign that it is a very lucrative advertising platform.

In the right hands Facebook campaigns can transform your business. Good luck!

Maybe your Facebook adverts are not working, or you cannot get that dam Facebook Pixel to work correctly. If this is you then feel free to book in a free 20 minute discovery session to see how we will turn your Facebook campaigns into profitable ones.

Do We Still Need XML Sitemaps?

What Is An XML Sitemap And Do We Still Need Them?

In this blog post we look the XML sitemap, what is it and do we still need one?

A good XML sitemap acts as a roadmap of your website that leads Google to all your important pages.

Now an XML sitemap allows Google and BING to quickly find your website pages, even if your internal linking isn’t great.

So all of your pages should be linked by at least one other page on your website, this is called internal linking. This is how Google and BING crawl your website, if you have not been methodical in doing this then a sitemap will tell Google and BING that your website contains other pages.

However one myth is that having an XML sitemap helps get your pages indexed. Google and BING do not crawl your site just because you ask them to!

Google and BING will index pages if they have found them and if they consider them good enough quality to be indexed. Although it should be said that having a sitemap uploaded to Google Search Console or BING Webmaster tools does give the search engines a clue to what may be worthy of indexing.

OK what exactly is an XML sitemap?

Without going into too much technical detail the sitemap is an Extensible Markup Language (XML) document that lists all of the pages on your website.

Below is a small snippet of the XML sitemap that has been generated for my website (https://www.robertdicks.com).

Here we can see that inside the <url> tag we have a location <location> the last modified date <lastmod> and the priority <priority>.

<urlset xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9″ xmlns:xsi=”http://www.w3.org/2001/XMLSchema-instance” xsi:schemaLocation=”http://www.sitemaps.org/schemas/sitemap/0.9 http://www.sitemaps.org/schemas/sitemap/0.9/sitemap.xsd”>

<url>

<loc>https://www.robertdicks.com/</loc>

<lastmod>2020-05-31T08:06:31+00:00</lastmod>

<priority>1.00</priority>

</url>

<url>

<loc>https://www.robertdicks.com/about-robert-digital-marketing-consultant/</loc>

<lastmod>2020-05-31T08:06:31+00:00</lastmod>

<priority>0.80</priority>

</url>

<url>

Many CMS systems will create this for you, in this example I am using the YOAST SEO plugin for WordPress to generate my sitemap.

A brief history of the sitemap

In this post we are really looking at if we still need them? So why was the sitemap ever created in the first place if Google and BING are so good at indexing websites?

Google created the sitemap way back in 2005 to fix a problem. Content at that time wasn’t so easy to find as it is now.

We need to remember that back then (it pains me to say back then, I feel old now!), many websites heavily used Flash, Silverlight, Java, and JavaScript to serve content which Google couldn’t read.

Nowadays things are different, Google can read Javascript, Flash is all but dead and Silverlight has gone (if anyone really remembers it!).

So most of the problems that the sitemap was created for is no longer a problem! If your website still contains flash or java applets it is time to switch to HTML5. If they do contact me and we can look at bringing your website into the 21st century!

So given that Google can now read all the content on your site and Google and BING don’t necessarily crawl your site just because you have a sitemap is it of any use?

Is An XML Sitemap any use?

One thing to bear in mind is that there is no bonus in having a sitemap. Google and BING do not give you any more credence for submitting one. So what is the point in an XML sitemap then?

Date Modified

You will notice a tag in the sitemap <lastmod> this tells Google and BING (other search engines are available!) when the file or page was last modified. This helps with SEO as you will want to tell Google to crawl your updated page / content as soon as possible.

Large Websites

If you have a very large website then you may have to split your XML sitemap up as a single XML sitemap is limited to 50,000 addresses or URLs. Saying that if you do have such a large website I would split the sitemap down further so your sitemaps loads as quickly as possible.

You may have taken on an old website where the previous owner hasn’t thought about internal linking then an XML sitemap can be a lifesaver. However if you do have a bad internal link structure then this is your SEO priority, an XML sitemap will help you but don’t rely on it.

In conclusion I still feel an XML Sitemap is still something that you should utilise, even if it is not as important as it once was. Anything that can have a positive impact on your SEO shouldn’t be overlooked. If you are looking at your SEO strategy take a look at my inbound marketing blog post.

Digital Marketing Blog - What Is Remarketing

What is Remarketing and Retargeting?

No digital marketing campaign is complete without offering visitors the second chance to come back to become a customer. This second opportunity to buy, or maybe even the third is called remarketing and it is a powerful way of closing any deal.

Remarketing gives you the opportunity to increase your conversions and to boost your ROI making all those lead generation efforts worthwhile.

Remarketing or Retargeting?

The terms are often used in conjunction although strictly speaking they are not the same.

Remarketing can be seen as an umbrella term – remarketing is effectively where we market to the same prospect a number of times. Retargeting comes under remarketing but it is effectively where we target online adverts to those people who have been on our website.

Remarketing and Retartgeting

So remarketing is where you send emails to your email list or when we think about social media once people have connected with you can market to them again and again.

If you have ever entered a competition and left your number the likelihood is that you will be phoned time and time again with other offers,

Retargeting is something slightly different. This is where we target online adverts to people who have been on your website (or carried out an action).

The days of someone popping onto your website and buying instantly have all but gone, returning customers may well do this but cold customers are more savvy nowadays. They will have been researching products and services, comparing prices and looking at reviews and remarketing allows us to capture their attention once they have left your website.

In this post we will essentially focus on Retargeting.

According to AdRoll, only 2% of consumers will convert the first time they visit a website. Retargeting this traffic will increase the likelihood of a sale or a conversion.

The two biggest players in the retargeting field are Google and Facebook although we should also mention LinkedIn and Twitter.

Retargeting works adding some code to your website which places a cookie inside the visitors browser. You are then able to retarget users who have visited certain pages on your website.

Google Ads

Using Google Ads you can serve banner adverts to visitors to your website. You may have visited a website then noticed a ‘banner ad’ for the website you have just visited appearing around the web. These may well be using the Google Display Network (GDN) to serve the content to you.

You can also use Remarketing lists for search ads (RLSA). This is a Google Ads feature that allows you to tailor your search campaigns based on whether a user has previously visited your website.

You can also use dynamic remarketing for retail which is more complicated but this allows you to serve products to people that they have viewed on your website.

Facebook

Facebook gives you a number of remarketing options. You can advertise products and services on peoples timelines who have previously visited your website.

You can also advertise to people who have engaged with your Facebook page or have spent a certain amount of time on your site.

A lucrative feature is ‘dynamic remarketing’ which allows advertisers to dynamically advertise products that people have looked at on their website. So for example you can advertise a product if someone has viewed a product but not purchased. You can go further by reaching people who have added to cart but not purchased, offer them a discount code to push them over the line!

Conclusion

We have just dipped our toes in the water here, remarketing and retargeting should be an intrinsic part of your sales funnel and by using other platforms such as email marketing you can build a serious sales funnel that converts.

If you need any ideas please feel free to drop me a line.

How To Split Test Using Google Optimize - RobertDicks.com

How to split test landing pages using Google Optimize

 

Transcript – How to split test landing pages using Google Optimize

Hi all, now last week in my blog post I looked at split testing and why you should be split testing your adverts and your landing pages so you can see which is the winning formula. I thought this week I’d look at Google Optimize and how we can use Google Optimize to split test our landing pages. If you go along to optimize.google.com and log in with your Google account then you will come to this screen where you can actually start to split test. Now all we need to do to start the process rolling, is to create an account. So we can go along and create an account. Now we want to give our account a name, so I’m going to call this You Empowered as it’s one of my sub brands and a brand I’m working with at the moment.

[00:00:55] We decide what we want to share with Google, and then we want to acknowledge the terms and conditions or the service agreement. So we click next. Now we want to give our container a name. Now within each account there’s containers so you can have a number of experiments. I’m going to give this container the name www.youempowered.info. And then we go off and click on create the container. This will open up a box, which basically asks us to create your first experience. Now Google calls our split testing a user experience. So we click on let’s go and this will then allow us to start creating our split test. Now we want to give our split test a name, so I’m going to call this Landing Page Split Test. Then we want to put the URL in of the original page we want to test.

So in this case I’m going to test the homepage. In this instance, it’s https://www.youempowered.info. Now we want to create a redirect test in this instance. This will allow us to test two pages and Google will automatically redirect between the two pages. So we click on redirect and click on create and that will create our test for us. As it’s whirring away, the next thing we want to do is add a variant. We’ve added our first landing page in which happens to be the homepage. Now we want to add a variant which we want to split test against. So if we click on add variant, we give the variant a name. I’m going to call this Landing Page… Oops, can’t type, Landing Page 2 and then give the URL of the redirect, or the other page. In this case it’s /you-empowered-2.

[00:03:03]You’ll see here we have the original URL and the URL that we’re going to split test against. And you can see here that those two  gone in and Google is going to give them a 50% weight in either.

So all traffic coming to the original page will be split 50/50 between the two. Now here we can see the URL matches our original landing page that we put in and we want to target all visitors that come to this page. Here we can put in a quick description just so you know what you’re doing.

[00:03:33] I’m just going to put in Testing landing page,  type Testing landing page, and click done. Now the next thing we need to do is link to our Google Analytics account as this is where we will be reporting.

So you select a property, search for your property if you’ve got a number of properties, and type it in You Empowered, which is my property, and click on link. Now once you’ve linked your Google Analytics account, you’ll then see this code snippet appear. Now this is the code you need to add to your website in order for Google Optimize to work.

You need to add this code as the first item below the opening head tag. It needs to be high up in your page, so ask your web developer to do this.

[00:04:19]  Or if can’t do it, drop us a line and I can give you some advice, but this code needs to be in. So when we click finished here, it will then go off and test our site to see if this actual tag is deployed. So I go on and click finished here. You can see as soon as I click finish, Google Optimize goes off, checks the website to see if the actual tag is installed.

And here we go, it’s gone off and checked and it’s found that it’s worked properly. So we click go back to experience and it allows us to then finish in the final steps in the setup. Once it loads, you can see again the weights. If we go down we can see our primary… We need to set our objective. So we choose from list, and I’m looking at page views, but you may want to choose bounce rate or session duration. For this session I’m going to just click on page views. Now here we look at the traffic allocation. So what you want to set is 100% of all traffic is coming through to the site and then 50% is being split between them. And then we just click on start and that is it. And you can see this experiment is running and away we go.

Now, I appreciate this is a very simplistic view of Google Optimize. It can get a lot more complicated than this. Lots of things to test, but just as an overview, I hope that helps. If you have any questions, please drop us a line and I’ll be happy to help. Until next time, speak to you soon.

What Is Split Testing and Should I be Doing It?

What Is Split Testing and Should I be Doing It?

Split testing or A/B testing as it is sometimes referred to is the method of comparing multiple versions of your adverts and / or landing pages in order to identify which one has a better conversion rate for your visitors.

Should I Be Split Testing?

Yes, without a shadow of doubt! You should never presume anything in marketing, so don’t presume that your advert or landing page is better than another version without testing them.

A Little Bit More About Split Testing

You start out with your original advert or landing page, also known as the control and then test this against multiple versions (variants) to see which performs better.

Let us start by looking at two parts of your campaign that you should be looking to split test:

  • Your Adverts
  • Your Landing Page(s)

Split Testing Adverts

You should always be looking to split test your adverts. It is amazing what small tweaks to advert copy will achieve with higher Click Through Rates (CTR) and often a lower Cost Per Click (CPC).

Small things like capitalising the first letter of each word will often result in a higher CTR. Testing different headlines and Calls To Action (CTA) should be considered.

For example a control advert could have a CTA that says “Buy Now Whilst Stocks Last” whilst the test could have the CTA that says “Buy Today Whilst Stocks Last”

You would then test these to see which has the higher Click Through Rate (CTR).

A common split test in Facebook is to test different images or videos, different headlines and different buttons.

You can create huge numbers of variations although if you are just starting out I would suggest that you keep things simple and build further tests on your winning formulas.

Split Testing Your Landing Pages

Split testing your landing pages is an essential part of conversion optimisation and it can lead to huge jumps in conversions which of course often correlates with revenue.

Again like with our adverts there are plenty of ways to split test your landing page.

You may want to split test your heading such as:

  • How To Generate More Leads For Your Business

Vs

  • Find THE SECRET Method That Experts Use To Consistently Generate More Leads

Another split test could be the colour of the submit or buy now buttons, blue Vs green for example.

Another common method is to use form variations to see if there is a drop in conversions with different forms, maybe by dropping a phone number field for example you may see conversions jump.

With both your Advert Split Tests and your Landing Page Split Tests you will want to split the traffic 50 / 50. One thing to bear in mind is that you do need a certain amount of traffic for the test to be statistically significant, you should avoid making assumptions on small numbers of clicks or conversions.

 

Split Testing Example. Digital Marketing Agency Cardiff

Why Should I Run A Split Test?

There are many good reasons why including:

  • Eliminate guesswork in your marketing campaigns (How do you know which advert or landing page design works?)
  • Find how customers actually respond, rather than how they think they will respond
  • Unexpected results can drive improvements
  • Reduces the risk of making any planned changes permanent. Test your changes first!

What Can I split Test?

Well virtually everything! Of course, I would advise you not to go Gung-ho and start split testing everything. Start small and work up but as a guide here are some of the things you can think about testing

  • Facebook and Instagram adverts
  • Google Ads adverts
  • Social Media Posts
  • Newsletter Headlines
  • Landing Pages
  • Checkout Pages

The list is endless really and split testing will pay dividends.

For further marketing and sales advice join my Facebook group Free Growth Tools For You and Your Business.

Are you an action taker? Contact me today to see how I can help you.

Robert Dicks Marketing Cardiff

5 Key Elements For Successful and Reusable Marketing Campaigns

Reusable Marketing Campaigns – In this blog post we look at the 5 key elements for launching campaigns which can be used over and over again to save time.

Once you have these basics set down, you can use them over and over again.

The 5 essential keys are:

  1. Define your Unique Selling Proposition (USP)
  2. Put an effective sales offer to work
  3. Avoid the many marketing pitfalls
  4. Chose the right channel(s)
  5. Get results!

We will drill down into each of these so you can see exactly how to they can be used how they all affect the overall outcome of your marketing campaigns.

Define your Unique Selling Proposition (USP)

This is one of the most important aspects, take some time out to ask yourself some questions from the prospective of the customers/clients. You can have the best proposition in the world, but if you can’t get it in front of the right people, it’s worthless!

It sounds obvious doesn’t it? Yet how many adverts do you see where you think ‘Why?’

Poor targeting costs money and potentially damages your brand. So, who’s your ideal customer?

What do they look like? Get granular here.

You’ve got to know their needs, wants and challenges

Once you know the answers to these questions you can start putting together a marketing plan to meet your potential client’s needs. Then take a look at what USP your competitors are using as this will help you to develop your own.

Your USP is what sets you apart from the competition.

Put an effective sales offer to work

To develop an effective sales and marketing plan, you need to:

  1. Create a headline that grabs their attention right away.
  2. Share benefits of your products/services speaking from the customers’ perspective.
  3. Identify the specific needs met by your products/services and what problem they solve. Your customers want to know ‘what’s in it for them’.
  4. Make it easy to do business with you by offering simple gestures such as guarantees. E.g. a free trial or a money back guarantee.
  5. Always make sure you have a compelling and easy call to action. What do you need / want the potential customer to do?

In effect you need to put together sales copy that makes your products/services special and compel customers to buy. If they don’t feel like they NEED your product, they won’t buy.

Avoid the many marketing pitfalls

There are some major marketing pitfalls many businesses fall into and you should avoid:

  • Make sure you test the market. Many campaigns fail because marketing teams push on with campaigns that are not working
  • Failing to meet the needs of their prospective customers/clients.
  • Run some split tests, if you do not test different headlines / offers then you will never hit on a winning formula.
  • Failing to get market opinions on their offers. Do you get feedback from your advertising campaigns? If not then you may never know what works and what doesn’t work.

These are all things to avoid. If you can avoid these pitfalls then you are far more likely to get that campaign firing on all cylinders.

Chose the right channel(s)

This is important and it actually ties in with your USP and where your customers ‘live’ or ‘hangout’.

If you service B2B clients then LinkedIn is the place to be amongst others. If you are hitting a young audience in the B2C sector then LinkedIn isn’t the place to be.

Take a look at our blog post on Utilising Social Media Marketing in Your Business.

Get results!

To build momentum and continue to succeed you need to get results!

  • By providing quality products/services
  • Providing high quality customer service
  • Providing a low-pressure and informative sales experience
  • Taking all the risk away with a great guarantee

You can also utilise the following simple techniques to generate more business:

  • Building  your database with a contest.
  • Do regular mailings with sales, discounts, or other incentives.
  • Find other creative ways to keep your current customers coming back for more.

As Jay Abraham said:

As long as the reward is directly related to your product or service, you can’t lose. Why not get started today? It’s so simple, it’s so seldom done, and it’s so profitable. And that’s the bottom line.

And that is it, if you need any further advice I can help you put together a great marketing plan that will get you results.

If you would prefer to teach yourself why not sign up for a free trial of our e-marketing system.

10-Top-Tips-For-Finding-New-Customers-and-Increasing-Sales

10 Top Tips For Finding New Customers and Increasing Sales

10 Top Tips For Finding New Customers and Increasing Sales: It is now more important than ever to find new and innovative ways of finding new customers and increasing sales.

Whilst we are in the midst of the Covid-19 breakout those burying their heads in the sand hoping all this will go away will be left behind, whilst those who think about their business and plan a marketing strategy will be the ones that come out triumphant.

So here are 10 Top Tips For Finding New Customers and Increasing Sales:

  1. Know Your Customer (Your Target Market)

You can have the best proposition in the world, but if you can’t get it in front of the right people, it’s worthless! Indeed, poor targeting costs money and potentially damages your brand.

So, who’s your ideal customer? What do they look like? You need to really dig down into detail here. What drives them to buy your product or service? Is it a must have or are they driven by the need to fix a problem that they have?

Understanding the mindset of your prospective purchaser is key, It helps to fine-tune your messaging. Are you selling a dream or solving a major problem?

We have a full module on how to speak to your ideal client in our E-Learning Marketing System from our sister company Amplify Growth Academy but for starters you will want to:

  • Write down all of the problems your customers face: The things they’re desperate to get away from
  • Then note all of the ways it impacts on them, whether it’s financial or emotional, note it down.
  • Now repeat the process for the solution or towards the dream scenario that solves their problem
  • And you can continue to drill down
  • EXACTLY what does your ideal customer look like?
  • Age, gender, interests, where do they hang out?
  • You can continue to build this out and fine tune and make your message hit home every time.
  • It’s a work in progress not a one and done exercise.
  • Are you starting to see how this hangs together?

By understanding your customer, all of your marketing material should resonate with them.

  1. Freshen up your image
1980s-logo

Does Your Brand Need A Refresh?

Is your brand looking a bit tired? Maybe your website is now old, outdated and simply does not work on a mobile browser. This is an ideal time to think about a rebrand or look at a new website.

Potential customers will be put off with tired branding and slow or even unusable websites.

If you need help with branding or web design drop me a line and I can put you in touch with some of my trusted colleagues who can help.

  1. Make Use of Social Media

It doesn’t matter what industry you are in social media is your friend. I have many clients that have said ‘but my customers are not on Facebook’, ‘or my customers are not on LinkedIn’. They are, and during this Covid-19 breakout they are there more than ever!

If you haven’t done so create Facebook, Twitter, Instagram and LinkedIn accounts for your business as a starter. If you already have a good social media presence take time to ‘prime your accounts’. By that I mean make sure that your titles, descriptions etc all speak to your target market, make sure the copy resonates with them.

Check out our blog on How To Utilise Social Media Marketing in Your Business.

  1. Keep Content Fresh

Consistency is the key here, new and fresh content is a great way to stay relevant and show prospects that you’re actively engaged with your industry. Take a look at our three other blog posts that will really help you to keep your content up to date:

  1. Testimonials

Any potential new customers or leads need to have confidence in your product or your service. Can they be sure that you can solve the problem they have?

If you know that you have excelled for a customer and they have had a positive experience, ask them for a testimonial.

Utilise LinkedIn heavily for this. Connect with current customers and ask for recommendations. These can then be used on your website and social media channels.

  1. Referrals from Existing Customers

Leading on from point 5 and testimonials, if you have provided outstanding service to a current client then why not ask them to refer you? Talk to your clients and see if they know anyone who would also benefit from your products, services or expertise.

  1. Network

It is always good to be knows and networking provides a great opportunity for this. Whenever possible, engage with prospects and clients face-to-face and attend networking events such as BNI and other local networking events for example.

During this Covid-19 outbreak face to face is not possible. However, most networking events are holding meetings via Zoom and Skype so take advantage of this.

  1. A Marketing Plan

Do you have a bullet proof marketing plan? Do you know what channels give you a good return on investment (ROI)?

If not then you really need to sit down and think about how you increase your brand awareness and pull people into your website. Do you have a robust sales funnel in place?

If not then book a free consultation with us using my contact form.

  1. Advertising

Your marketing plan should cover where and when you advertise. Do you have a service or product that is seasonal? Do you pick the right advertising channel and ramp up marketing in the lead up to this time?

There are plenty of digital marketing channels that you can advertise on:

  • Google Ads
  • Facebook / Instagram Ads
  • LinkedIn
  • Twitter
  • Snapchat
  • BING Ads

There are more of course, but are you using these in isolation or utilising them through different parts of your sales funnel? You should also be using remarketing to your advantage to a warmer audience.

  1. Analytics

Don’t forget your website or social media analytics or stats. Where are your customers coming from? What pages convert? Which pages have a high bounce rate and is losing you visitors? What blog subject areas do well?

All objectives that you should be looking at week in week out.

Now is the time to be getting on top of all these points. Get a robust digital marketing strategy in place and watch the leads increase on your website!

If you would like to discuss a digital marketing strategy then please book a free 20 minute consultation. Let’s talk!

What Is A Sales Funnel? Marketing Consultancy Cardiff

What Is a Sales Funnel?  The Automated Selling Machine

In the current climate it is more important than ever to generate new leads and more importantly to convert them. To do this you will need a sales funnel so What Is a Sales Funnel?  The Automated Selling Machine

So, do you ever wonder how many businesses make consistent sales?

Really successful businesses are not making sales here and there, they are making sales consistently day in day out.

But how are they doing this? Well the key to making consistent sales is a sales funnel. The humble sales funnel is one of the core concepts in the digital marketing industry.

What Is A Sales Funnel?

To understand what a sales funnel is simply think of a real-world funnel. At the top of the funnel we pour something in, say water for example. This water filters down towards one final destination at the bottom of the funnel.

A sales funnel is no different. At the top we push lots of visitors in and slowly some of these visitors will become customers. However, unlike the real-world funnel where all of the water will eventually come out of the bottom, not all who enter the sales funnel will re-emerge out from the other end.

So, if we translate this into a typical sales funnel, we have prospects going through the funnel like so:

A Typical Sales Funnel

  1. Awareness: At the top of the funnel we have awareness, this might be an advertising campaign we are running. We would typically be giving away some value here such as a white paper or another really useful piece of information. These can come in the form of a email newsletter signups, ebook downloads and many more.
  2. Interest: This would be where the visitor would sign up to download the information or to receive something of value. You are growing the prospects interest through an email sequence. This is where you need to get the prospect to like and trust you, begin by relating stories to them that tie into who you are and what your business stands for. Are you the person they can turn to and trust to solve their problem?
  3. Decision: The Decision process can you provide a solution? Getting prospects to make a decision isn’t easy. Here is where customer reviews and testimonials will help to sway them into making a decision to purchase.
  4. Action: This is where the prospect becomes a customer.

As you can see prospects will fall out of the sales funnel, maybe your giveaway was not enough to persuade them to hand over their details.

This is a simplistic view and there are many things a good digital marketer will do to nurture the relationship through these stages.

Sales Funnels Are All Around Us

Most of us do not realise that sales funnels are all around us. Take a look at Starbucks for example. You may be driving and see a advertising billboard or hoarding, you see Starbucks branding which is the awareness stage. That evening you may be browsing a magazine or watching TV and you see an advert for Starbucks which explains how they make the coffee or showing people really enjoying drinking the product.

The next day you are on your way to work when someone hands you a ‘buy one coffee get another free’ flyer to be redeemed today. With that you decide to pop into Starbucks to take them up on the offer. Once inside the person behind the cash register will ask you if you want a biscuit or a cookie with your coffees so you say yes, this is a great upsell.

When you get the two coffees there is a sticker on the second coffee saying, “for your favourite co-worker”. You give the coffee to your co-worker and a week later they return the favour for you. A great sales funnel right before our eyes that is pulling new people into stores consistently.

Growing Your Business

Many people really struggle with the marketing side of the business, meaning that the business often does not grow fast enough or does not grow at all.

When in this position company owners have two options:

  1. Bury their heads in the sand and rely on ‘hope marketing’

Hope Marketing is where people see what others are doing in their marketplace and simply repeat it. This often involves waiting around for referrals and word of mouth, visiting networking events in the hope that they bump into people that can help them and hoping that business comes their way.

  1. The other option is to build a system (a sales funnel) that actually attracts leads and turns them into paying customers.

Successful businesses and consultants have built and scaled their businesses by using sales funnels.

All these businesses have a plan for finding and cultivating leads and turning them into paying customers. They will also often have a plan get them to buy more products or services during the sales process which is called an upsell.

Such entrepreneurs as an example will know that sending 100 people to their site costs £200, they get two people to convert at £300 each. This means you would have a £600 return on a £200 invested (300 percent). This means they can keep on scaling their business.

Which Option Would You Go For?

Now many business owners will be sat with option 1 but would you really prefer option 2?

Do you want to continue relying on external factors that are completely outside of your control and continue to wait around for business to come to you?

Why Do We Need a Sales Funnel?

A sales funnel can solve one of the biggest problems that companies, and consultants have, which is creating a system to acquire profitable customers at scale.

A current client of mine realised that hope marketing was not the route that they wanted to continue to go down as the business was slowly falling away.

Their product lent itself really well to an online webinar and we put in place the funnel below which is currently giving them a 352% return on investment. We are using a combination of content marketing and paid adverts to pull traffic into the funnel which is converting very well.

 

Webinar Sales Funnel

Click to view this sales funnel in more detail

Want Results? Here’s What to Do Next.

Of course, putting in place such a funnel can be complicated.

You need to ask yourself these two questions:

  1. Is my current website a sales funnel?

Does your current website have any automated system in place to generate leads and eventually convert them into sales?

  1. How much does it cost you to acquire a customer?

This is vital information if you want to build and scale your business profitably.

If creating a step-by-step system sounds good to you and you are unsure how to do it then drop me a message or book a free consultation today.

If you really want to supercharge your business rapidly then take a look at our E-Learning system which is a collaboration between Forte Digital Marketing and my friend and Colleague Andrew Sayers. We created this program with the perfect combination of online resources, tools and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multimillion dollar businesses.