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Online Marketing with chmstrategy
7 minutes | Aug 30, 2017
Take Your Landing Pages From Meah to Yeah!
Landing pages on your website are often the forgotten part of the sales funnel, leading to missed leads and sales. In this video Matt runs through exactly what your landing pages need to convert well. Transcript Hi. Matthew Holmes here from chmstrategy. What we’re going to be talking about today in this video, is we’re going to be talking about landing pages and how to make sure that you’re going to get the best results from the traffic that you’re sending to the pages on your website. We’ve done some videos where we’ve talked about remarketing and looked at different aspects about how you can be getting better results from that. And this one follows on from that, because it’s really the next step in making sure that your ad campaigns are performing as well as what they should be. A lot of people put a lot of effort into advertising their actual campaigns in the platform, and they forget about the website itself, and it’s such a critically important part. Unfortunately, research shows that you’ve only got about five seconds to convince somebody to stay on your website. If they don’t find a reason that’s compelling for them, then there’s a very good chance they’re going to click the back button and you’re going to lose that person. That’s clearly not ideal. Hopefully you’ve got remarketing cookies in place so you can still continue to tag it to them. But it would be much more efficient and much more elegant if you could maximise the conversions that you get from the page in the first place. There’s a number of things that you really need to make sure that you’ve got in place in order to do that. The first one that we really look at is what we would refer to as the benefit orientated headline. I would hope that when you’re putting together your campaigns that you are making sure that everything that you’re putting on your landing page is is being referenced in your copy, and so on, is very targeted to a particular customer every time. Really spend some time and think about the people that are in your target audience. And that will vary, depending on which segment of the market you’re going after. So when you’re looking at retirement homes, for example, you’re going to have people who are particularly interested from a security point of view. You’re going to have people that have fears about are they going to make friends and is the social interactions going to be any good, or are they going to end up being isolated and cut off from all the network that they used to have in their old home, or whatever. You need to make sure that you understand those aspects, and you need to make sure that when you craft your headlines that you are answering those. For example, what that would look like on a page is that when somebody comes to the page, first and foremost, you’re going to have that benefit oriented headline that’s going to answer their concerns and tell them why they should stick around and read more. One big issue that we see is when you look at that on a mobile phone it that quite often, because of elements above it, the headline gets pushed down too low and is a consequence, people never see the headline, they just see this picture and they click back, and that’s clearly not ideal for you, and it’s not really good for the customer either, because they’re not going to learn about the benefits that you can offer them. So really make sure that your headline is nice and clear. If you want to have a pretty picture underneath it, fine, go for it. There’s no problem with doing that, as long as it’s readable and so on. But just be aware that this headline needs to be the primary thing, not necessarily the pretty picture. So get that headline right. The next thing that you really need to look at is how are people directed on your page. You can find that people don’t like making decisions. They get confused, they don’t really know what the next step is supposed to be for them when they’re interacting with your website. You’ve really got to make sure that you have clear calls to action on your page. You may find that putting underneath that benefit orientated headline, you might want to put a button that says, “Click here now” or “Inquire now,” or “Find out more,” or something like that. And when they click on that button, it opens up a light box where they can put their details in, or you can have the telephone number, quite possibly, you might have both. You’ll have the, “Click to call” button here at the top to inquire more, and then you’ll have your telephone number underneath, or vice versa, it doesn’t really matter. Other times you may find that putting this button directly underneath the benefit orientated headline is kind of like asking for that kiss on the first date. You may not get it. And you actually may alienate people, because you’re asking for some commitment too early. So you’ve going to strike a balance between making these call to action elements higher up, and giving people enough information that they feel comfortable about taking action. And you may even want to do both. You may want to put a call to action here, and then have a bit more of a blurb, a video, that talks about the services and the things that you’ve got on offer, and so on, that people can watch. And then underneath, again, another “Click to call” button where they can actually do it, and then the telephone number, and so on. And you may repeat those calls to action multiple times throughout the page. One of the big issues that we often see is that people have their form down the bottom here where people can fill out their details, and they have the telephone number and maybe an email address that people can click on, as well. And it’s right down the bottom of the page, because the designer has decided that it looks a bit ugly and we don’t really want that getting in the way of the pretty stuff higher up the page. But the problem is that, depending on your particular page, is it can be as low as 25% of people are getting down to this bottom segment of the page. And so if you’re getting only 25% down here, that’s not good. Because only 25% of people have actually see your conversion elements. If they don’t see the conversion elements they can’t take action and they can’t convert. Do be aware that you need to have stuff higher up the page, and it needs to be engaging, and so on and so forth. Hopefully you’ve found that interesting. You can go away, take a look at some of the landing pages that you’ve got, see if they’re up to scratch, and maybe work out some changes you need to make. In a subsequent video, I’m going to talk about some of the tools that you’re can actually use to improve those conversions. But in the meantime, that sort of gives you a little bit to get started with. If you’d like some advice or some input into your pages or you want a bit of an audit of your marketing, then be sure to submit an enquiry below the video here. If you’re watching this on another platform, like YouTube or LinkedIn or whatever, just click the link to our website, and on there, there’s an inquiry form that you can submit, and we’ll be in touch. Otherwise, if you’d like to make sure you don’t miss out on any of these upcoming videos, at the end of this video, on our site we’ve got an opt in. You just pop your name and email address in there and we’ll be sure to send you a notification when any new videos become available. Hopefully you found that interesting and hope to see you again soon. To Take Your Online Advertising To The Next Level, Click Here To listen to the audio only of this video use the player below. The post Take Your Landing Pages From Meah to Yeah! appeared first on chmstrategy.
6 minutes | Aug 23, 2017
Leveraging Facebook To Increase Your Adwords Returns – Video
Frustrated by Google’s limited demographic data? Learn how to be super targeted in Adwords using Facebook. Transcript Hi, Matthew Holmes here. In a previous video we talked about what remarketing is and how you can use it in its most simplest sense. What I’d like to do on this video is to dive in and take a little bit more of a look about remarketing using Facebook to build your remarketing lists within Google. Now, one of the issues with using Google for remarketing, if you’re after a particular demographic, is that the demographic targeting isn’t as good, say, as a platform like Facebook. Facebook has a very good idea, most of the time, exactly how old somebody is and what gender they are, what relationship status they are just from the information that people are putting into Facebook. Now, Google can kind of work that out, if somebody’s logged in to the platform and is browsing and so on while they’re logged in, and so they can tie it to a Google account, but they don’t necessarily have a great, or as good an idea as what Facebook does. Whenever you’re setting up remarketing lists in Google by demographics or targeting, I beg your pardon, on the display network, particularly when you’re looking at demographics, you have to make sure that you tick the “unknown” box because quite often a very large segment of it will be unknown. What we want to do is we want to try and refine that so that we can direct our message much more appropriately. For example, when you’re looking at the marketing of a retirement village, the message that you’re going to deliver to somebody who is perhaps looking on behalf of their grandparents, into a retirement village, is going to be different from, say, the daughter or son of the person who’s looking for the retirement village, which is different again from the message that you’re going to present to the person who is actually looking to purchase a unit within the retirement village, themselves. What you really want to be doing is you want to be trying to target accordingly. The way that we can do that is we can set up advertisements or so on within Facebook. For example, where the demographic might be that you would have perhaps 25 to perhaps 35 year old females. Then you might segment that further, and you might to another segment which is, say, 36 to 50 year old females. Then you might do a 50+ segment, again females, and then you could do a 50+ males as well. Not to say you that you wouldn’t do those also, but just to keep this simple. What we then do is we can create quite specific ads that are going to appeal to those people on Facebook. We can send them to separate landing pages on our website. We build a landing page here, landing page there, these people are going here to this landing page and these ones are going to this landing page on your website. What you do is in Google is you can set up different remarketing lists based upon which page these people have been to, so you know that everybody that’s going to page number one is 25 – 35 year old female. Then everybody who’s going to page number two is a 36 – 50 year old female. Then everyone that’s going to page number three, and four, and so on. You know, now, who these people are. What you then do is when you take these people onto your advertising though ad words, either though search remarketing, which we’ll talk about in another video or using the display network which again we’re going to dive into, or have dived into in another video, with these different ones is you can then be showing different ad creatives. For example, for these ones on the display network you might be showing ads that have a granddaughter next to their grandparent, for example, walking along, happy, things like that. This one might show an older person in the middle, say 40 year old, 42 year old, something like that female that’s walking with the parents, for example. These ones you may show the actual individuals themselves playing golf and having a good time and interacting with other people of similar ages and so on, all the things that your village is offering to those people. You can see that the picture that’s going to appeal to these ones are not necessarily going to appeal to the other demographics in the same way, and so you can create your conversions and your click through rates from your ads to a large degree because of that. That’s just one way that you can actually use Facebook to break up your ad words demographics so that you can be much more targeted online. Hopefully you found this useful. If you’d like further advice on how to implement these strategies for your retirement village, then pop your details either below this video if you’re watching it on our website, or if you’re on YouTube click the link in the description, or Facebook again, if you’re on Facebook then click the link in the description, or regardless of what platform you’re on, click the link in your description and come along and fill in your details, and we should be able to help you. Thanks a lot. To Take Your Adwords Advertising To The Next Level, Click Here To listen to the audio only of this video, use the player below. The post Leveraging Facebook To Increase Your Adwords Returns – Video appeared first on chmstrategy.
7 minutes | Aug 16, 2017
Reach Lost Customers Using Facebook Remarketing – Video
In this video Matt explains Facebook remarketing, how it differs from Adwords, and how you can use Facebook’s remarketing to increase your business growth. Transcript Hi, Matthew Holmes here from chmstrategy. What I’d like to do today is run through how you could be using Facebook in order to create Remarketing campaigns and therefore target your audiences better and potentially increase your sales and your customer conversions. In a previous video, we talked about what Remarketing is and I’ve also talked about Google AdWords and the different aspects of the platform of Remarketing there. We want to dive into Facebook in more detail today because that’s probably the other biggest platform that you really need to be considering when you’re looking at doing Remarketing. One of the big differences between the two is that when you have your website online and you’ve got visitors coming to the website, when somebody comes to you from Google, what is happening is that Google puts a little bit of code on your website, which is called a cookie. That cookie is basically something which then as the user travels around the internet, Google is able to tell that they’ve been to your website and as a consequence, they should then show your ads to them as they visit other sites around the net. The problem with this is that if somebody comes on their desktop computer and they get cookied as they visit your website, if they then go back and are browsing on the internet on their iPad or their laptop or their mobile phone, is that they are not going to be cookied on those devices and as a consequence they won’t be seeing your ads. Now one of the ways that Google gets around this is that they do track whether or not you’re logged in, so if you’re logged into your Google account and somebody visits your page, then what will happen is that they will associate that with a particular user profile and they can show it on other devices as long as you’re also logged in on those devices. But it’s much more limited because of this aspect that people don’t tend to be logged into their Google accounts anywhere near as much as what they are with their Facebook accounts. That’s one of the big differences is that if you’re on a desktop computer, you’re logged into your Facebook account like most people are as default, is that when they come to your website the Facebook conversion Pixel that you have on your website, which hopefully you’ve got in place and if you’ve not let me know, we can help you with that. That conversion Pixel is actually going to link it to the user profile that they have visited your page, so it’s not dependent on a cookie being within a browser. So, when somebody goes on their tablet to your website or goes on their tablet on Facebook, they will see your ad even though they didn’t actually visit your website on the tablet. You get this cross device and cross platform ability to market that you don’t necessarily get with AdWords. You can still get it with the whole user account aspect, but it’s not as good and it’s not as detailed inside. Another aspect about Facebook is that they offer a lot of aspects with your ability to target people based upon their conversions or their interactions, not just their conversions, but their interactions with your content. So, if you’ve got your Facebook page, what will happen is that if somebody interacts with elements on your Facebook page, you can build what is called a custom audience within Facebook, which is what Remarketing lists are within Facebook. You can build this custom audience based on the fact that somebody has taken action or interacted with your Facebook page, if they’ve liked something and so forth. You can also do it by video views and video views are a really good way of doing it. What you can be doing is you can be putting content related videos out there on Facebook. Your nice big video, say you’re talking about retirement villages, it’s just an informational video about the 10 things you need to be considering when making your decision about a retirement village. What happens is, even if people don’t actually take action as a result of watching that, as they watch it and as they engage with that video, Facebook is going to tag the fact that they have watched your video. You can then go back and you can create a whole stack of custom audiences from the people that engage with your video. Now that may be people who have watched 5% of the video. It may be people that have watched 25% of the video. You may want to do people who have watched 75% of the video. Now clearly, somebody who has watched 75% of the video is probably more important to you from a conversion point of view than somebody who has watched 5% of the video, because if they’re more engaged with your message then it’s more likely that they’re going to take action. So for somebody like this, even though they’ve first watched an informational video, you may then want to be sort of doing sales type videos which are pushing the person to take action because they’re clearly a bit warmer than somebody who has only watched 5%. This 5%, you may want to be showing them sort of other testimonial videos or other informational type videos in an attempt to warm them up and hopefully, you can then get them onto these lists where they’re doing even more interaction with your content and as a result of that, then they’re going to be put onto the sales videos. You may also want to show these guys some other videos about testimonials and how fantastic your product is and so on. Stuff which isn’t directly pushing them to take action in an attempt to warm them up and convert them further, but that just gives you a bit of an idea about how you can be using Facebook audiences and be working out how warm somebody is based upon the degree of interaction that they’ve had with your content. You may decide to spend more of your budget on getting these people to actually convert and take that final step, or you may find that it’s actually better for you to try to warm more people up in this lesser engaged audience, or you may want to do both. You’re going to have to test it and see which works best for you. If you’re currently running Facebook ads and you’d like to get some advice on are you doing the right things, are they optimised in the way that they should be, is your conversion tracking in place, all these types of things, get in touch with us we can do an audit on your accounts for you and give you some advice. Or if you’d just like to find out more about these types of topics, then be sure to subscribe to our newsletter. Basically, whenever we release a new topic, we’ll let you know so that you can be up to date with these types of things. We’re going to use this video series to touch on new topics as they become available. If Facebook offers a new way of targeting people, then we’ll discus it in these videos just so you can be kept up to date with what’s happening in the industry and so forth. Hope you found this useful and hope to see you again soon. To Take Your Online Advertising To The Next Level, Click Here To listen to the audio only of this video use the player below. The post Reach Lost Customers Using Facebook Remarketing – Video appeared first on chmstrategy.
6 minutes | Aug 9, 2017
Increase Conversions With Google Adwords Remarketing – Video
This video discusses the Google Adwords remarketing options. What they are, how they work and how you can use them to drive up your leads and sales. Transcript Hi there. Matthew Holmes from chmstrategy. This is our next video in our series that we’re doing upon how to use Remarketing for your business. Now, in the previous video I gave a bit of an overview about what Remarketing was. In this video I’d like to dive a little bit more into how it breaks up and works on Google’s AdWords platform. So, what we look at is that basically you’ve got two main networks on Google, and that’s what’s called the Search Network and the Display Network. Now, you’re probably very familiar with the Search Network. That’s when you go along to Google. You’ve got your page here, Google page. You type in your search query into the box, and then what happens is you get all these results showing up beneath the query box. Now, at the top here you’re probably familiar with the fact that there’s going to be ads in the top couple of results, and then there’s what’s known as the organic listings underneath that. Then, on Google there’s also what’s known as the Display Network. Now, this is when you go to another website that is distinct from Google’s. And, what they have is they may have some ads down the side, or they may have some rectangular ads in the copy of the page and so on. And, those ads are delivered by Google as part of their Display Network. Now, what we can do is we can use both of these areas as a platform for our Remarketing ads. So, how do we actually go about doing that? If you were to have somebody come to your website … Like we said in the previous video … that visitor as they come to your website you do what’s called “cookie-ing”. Then, you put a little bit of code into their browser, and it tells Google that they have been to your website to look at your product, your retirement village and the services that it offers et cetera et cetera. What that does is that puts them onto your Remarketing list within Google. Now, you can split that Remarketing list, as we talked about previously, as to whether they’ve taken action or not. You can also do it according to particular pages that they visit. We’re going to talk about how you can use that in Facebook using Facebook advertising to actually put them on distinct Remarketing lists as a consequence of visiting particular pages. But that’s in a nutshell really what happens. What then occurs is that as these people start travelling around the internet they’re going to go to a website … You know, Joe Blogg’s, “Happy Retirement”, “How to Play Golf Better” or whatever. It doesn’t really matter. What you can do is you can then show your lovely big ad alongside the content, so it doesn’t even matter if it’s anything to do with the particular topic that you’re industry is in. So retirement living, or how to play golf when you’re older, or whatever, it doesn’t have to be linked. It can be any website that this person is visiting that is part of Google’s Display Network. Now, you can filter that, because obviously you don’t want your ad necessarily showing next to shocking news stories, or things like that, or sexually suggestive content, or whatever. So just like when you’re advertising on the Display Network, generally you can filter that, but you can also do that then. But, most of the time you’re going to want your ad to show, so you can do that. So, that’s one of the main ways that you’re going to use Remarketing on Google is through the Display Network. Now, what you can also do is you can actually build what’s known as a search Remarketing list, and a search Remarketing list is when people go back to Google. So, they go back, and they type in another search query at the top here related to retirement villages. What you can do is you can actually decide to bid more for those people and therefore increase the likelihood that your ad is your going to show at the top of the page, so you end up in these top results. Now, you might thing, “Well, why am I going to bid more?” The reason you’re really going to want to bid more for theses people is that they have already shown an interest in your product. They’ve come along. They’ve looked at your website already. You know they already are familiar with you, and there’s a higher probability that these people are going to convert. So while you may actually end up paying more on a cost per click basis, you will actually probably bring down your cost per conversion, because these people are interested in your product already. And so, they may well be further along the purchase cycle, or they’re just more interested in you than somebody who’s coming to you cold. So, that’s how you can use search list Remarketing and how you can use Display Network Remarketing with the Google AdWords platform to improve the conversions that you’re getting from your current AdWords campaigns. If you’d like to get more information about how you can implement this for your business, just click on the link either in the description below. Depending on what platform you’re on there should be a link below. Or if you’re looking at this on our website, there’ll be a contact form there that you can inquire or subscribe to get more videos when they come out. So, just pop your details in there, and we’ll be in touch if you want to find out more about what we can do for you. So, thanks for watching. To Take Your Adwords Advertising To The Next Level, Click Here To listen to the audio only of this video, use the player below. The post Increase Conversions With Google Adwords Remarketing – Video appeared first on chmstrategy.
4 minutes | Aug 3, 2017
Remarketing Explained – Video
In this short video Matt explains what remarketing is, the different situations that you’d apply it, and how to be more targeted and therefore get better results. Click to watch now. Transcript: Hi. Matthew Holmes here from chmstrategy. What we’re going to be doing today is talking about remarketing and how you can be using it to drive up your sales and leads. So, what is remarketing? In a very simpler sense, it’s basically marketing back to people that you’ve already had some sort of exposure to. If your typical website, they’re going to have a webpage on the internet. What’s going to happen is that somebody’s going to come to that webpage and they’re going to visit it, have a look around, maybe they’ll take action, maybe they won’t. What you do, as an advertiser, is that you do what’s called “cookie-ing” that individual. And when you cookie somebody, which is putting a little piece of software code on it, you tag them and add them to what’s called a remarketing list. Now, the real beauty of these remarketing lists is that what you can then do is that you can continue to show ads to them around the internet when they visit other sites, and you’re going to have your ad on the sidebar or in amongst the content or whatever, that is, therefore, going to continue to put your message to the person even through they’ve already left your site. That’s remarketing in its very simplest sense. Both Google and Facebook offer these on their platforms and there’s a number of other platforms as well that you can use remarketing on and it can be very effective. What you really want to do is you want to be making sure that you’re going to take your remarketing to the next level. Because, it’s all very well to do remarketing in the basic sense and I definitely say for most markets it’s an essential thing to be doing. But, what you can do is that you can further split that up. If we have our visitor that comes to our main website, and what happens is they then go and take action, and they fill out the form on our website. And once they’ve filled out the form, they’ve inquired about our product or something like that. What you weren’t going to want to do, is you’re going to want to put them on a different list from somebody who just comes to your website and then leaves straight away without taking this action. The reason being is you’re going to want to deliver a different message according to the action that the person has or hasn’t taken. There’s no point marketing to these people in the same way that you’re going to market to these people because these people have already indicated that they’re interested in your product. You may be tempted to think, “Well I don’t actually need to do any marketing to these people,” and quite often, maybe you don’t. But, what you may find is that you may find that your conversion rate’s down the track are actually better if you maybe show to these people things like testimonial videos, or further explanation about your product and your service so that they become familiar with it and kept warm, in effect. So, by the time your staff actually get a chance to come back to them and follow up with the lead, they’re still engaged with you, they know more about you, and they’re perhaps even more convinced then they were before that you’re the right person to answer their particular problem, or to supply the service that they’re after. That’s what you would probably do to this segment of people. These people you’re going to maybe potentially show the testimonial videos as well, but with a different slot. In that one you’re call to action is probably going to be, “Come back and fill out this form,” or “Enquire now,” or something which is trying to get them to take this next step. Unlike these people, who have already taken that step. Hopefully you found that interesting. In subsequent videos, we’re going to be diving into this in greater detail and talking about how you can segment according to the demographics and things like that, as well as the actions that the person has taken. Be sure to pop your details in at the end of this video so that we can keep you notified when we produce any extra videos like this. Thanks for watching and we’ll see you again soon. To Take Your Online Advertising To The Next Level, Click Here To listen to the audio only of this video, use the player below. The post Remarketing Explained – Video appeared first on chmstrategy.
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