Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the best and most interesting articles from across the web. We’re looking at paid search KPIs, as well as the value of Facebook ‘Likes’, and tips for creating a compelling call-to-action. We’re also looking at B2C content marketing, and best practices for pop-ups.
Your key performance indicators (KPIs) help you to achieve your marketing goals — whether it’s higher revenue, traffic or conversions, for example. If your main KPI is click-through-rate (CTR), avoid misleading users with your ad copy as this can hurt your conversion rate. Focusing on impression share can help you to improve your search visibility, but you’ll likely need to develop your campaigns without user data gained from ad clicks and return on ad spend (ROAS). Tracking ROAS can help you to easily understand the profitability of your ads — but it’s important to understand the best way to measure ROAS. If you’re looking to expand your market share, new customer acquisition should be your main KPI — but don’t forget about the value of your existing customers.
Facebook ‘Likes’ are a strong indicator of brand engagement and loyalty — but it can be difficult to attribute a value to these interactions. The Harvard Business Review found that Likes did not affect a user’s decision to purchase — however, Likes, shares and comments help you to build social proof. Social proof is highly influential in the customer’s journey. Additionally, user’s who liked a page and were shown paid posts and advertisements were more likely to take an action. Use social media to nurture customers, and invest in strategies that produce measurable results. Lastly, track and measure your campaign data to drive conversions.
An effective call-to-action (CTA) is key to moving users through the sales funnel and generating revenue. This article outlines the main elements of a compelling CTA. Use repetition in your ad copy, landing page or newsletter, in addition to your CTA, to drive clicks. Create a sense of urgency with limited time offers, and focus on benefits over features. Minimize risk and fear by making sure your offer is obligation-free, or includes a money back guarantee. Use colour to evoke emotion in users, such as trust or excitement. Keep your CTAs above the fold, and avoid having too many distractions on your page.
B2C content marketing can help you to achieve a variety of goals — including increased traffic, brand awareness, and search visibility. Build your brand with a diversity of highly visual content that performs well across all channels, like infographics. Create in-depth, high quality content around user search queries, and make sure to write in a conversational tone of voice. If you’re creating sales-driven content, appeal to your audience’s emotions and make the value of your products or services clear. Use social media to gain customer feedback and share your content. Lastly, make sure your website is UX optimized, your headlines are compelling and your brand story is clear.
Modals, overlays and interstitials can affect your SEO. This article outlines the differences between these pop-ups, and best practices for each. Google will consider the timing of the pop-up, any interactive elements — whether it can be closed easily, for example — the content, and user experience (UX). Overall, it’s important to avoid pop-ups that negatively affects UX. You can measure whether or not your pop-up is hurting UX through bounce rate, browse rate, return visitor rate and time on site after the pop-up. Avoid covering up important content on mobile, and opt to not show pop-ups to users who come from search engines.