Internet Marketing November 29th, 2016
Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the most valuable and thought-provoking articles from across the web. We’re looking at how to incorporate neuromarketing into your content strategy, as well as tips to improve lead generation, and best practices for Google AdWords Expanded Text Ads. We’re also looking at how to avoid common SEO mistakes, as well as how to rank for featured snippets.
Combining psychological principles with marketing can yield positive results for your campaign. Neuromarketing allows you to better understand your audience and improve the results of your content marketing strategy. Create content that evokes emotions such as awe, laughter, amusement and joy in your audience – this article recommends triggering these emotions through images and stories. Incorporate colours into your content to encourage feelings of security, energy, luxury or beauty, for example. Focus on how your product or service will relieve a pain point rather than how it will improve the customer’s life. Lastly, use the law of reciprocity to boost conversions, and leverage scarcity in your product or service offers.
Lead generation strategies are constantly evolving, and in order to continue to grow conversions and revenue you’ll need to stay on top of the latest trends. This article outlines some tips to boost your website’s conversion rate. Place your call-to-action in the natural eye path of the user, and use relevant and non-disruptive pop-ups that offer value. Include anchor text CTAs on your blog posts, and make sure to create a blog post when you launch a new campaign. Lastly, take full advantage of social media networks like Facebook. Share blogs, link to landing pages and use all available tools, such as a call-to-action button on your company page.
Expanded Text Ads (ETAs) have been around for almost five months – and since then, marketers have come to learn the best practices for this Google AdWords feature. An ETA includes a main and secondary headline, comprised of 30 characters maximum, a display URL and and path fields and a description field with a maximum length of 80 characters. Ensure you’re using targeted keywords and strong copy in your main headline, and use the secondary headline and description to create urgency or provide further information. Add keywords or a call-to-action in your display URL, and ensure your ads work across all devices. Perform A/B tests to compare new and old ads, and create ETAs that improve your quality score.
If you’re SEO tactics are failing to increase conversions and generate traffic, you might need to revisit your strategy. This article outlines some of the most common SEO mistakes and how you can avoid them. Make sure to target long-tail keywords, and avoid “keyword stuffing” strategies that negatively impact your ranking. Create content that matches your targeted keywords and never publish duplicate content. Don’t neglect to write title tags and meta descriptions, and make sure your backlinks are from relevant and reputable websites. Lastly, act strategically with your internal linking strategy, optimize for mobile and regularly track your campaign.
Ranking for the number one position in SERPs can be difficult. One way to marketers have worked to overcome this is to rank for featured snippets – the position zero text boxes that answer a user’s query and provide a link to the site. This article outlines tactics you can use to rank for a featured snippet and maintain your ranking, ultimately generating traffic and boosting conversions. The key is to create a snippet which encourages the user to click-through to your site. Provide a direct answer to a simple question and offer additional value, and build your keyword research around common questions. Much like organic ranking, you should continuously optimize your content to rank for featured snippets.