There are only two important things in digital marketing. The first one is traffic and the second one is conversion. This post is about increasing conversions. I know I have made a big claim about helping you double or triple your conversions, but in reality your conversions can go even higher than that. What you are about to learn here is not just a tactic but a strategy.
Tactics change from time to time depending on the trends and technology, but strategy remains consistent. The strategies I am about to reveal here have been consistent for 100s of years. These sales methods have been used even before the advent of the internet.
To make sales online, you need traffic. It doesn’t matter if you are selling display advertising space, other’s products for a commission or your own product. If you have got the traffic, you have the potential to make sales.
You may have tons of traffic, but if you do not focus on conversions, your revenue will be little to nothing. Here, conversion is defined as visitors to clicks, clicks to leads or leads to customers. (Read my post about top 7 digital marketing metrics if you want to know more about conversion metrics).
If you are selling display advertising, you may not be making much revenue if your banners are not positioned in strategic places. If you are collecting leads through a landing page, enough visitors may not be converting into leads if your landing page is not optimized for high conversions.
A lot has been said and talked about traffic generation online. Until now, enough attention and focus was not given to conversions. I think its because people have started to realize that there is a limit to how much traffic you can generate using a specific channel, but there is no limit to how much % increase in conversion you can achieve. [click to continue…]
Domain name registration and holding is one of the most important aspects for any online business. Usually a lot of web hosting companies offer domain registration services but there are a few registrars who specialize in domain names, have wonderful security features and offer great prices.
Most domain registrars charge exorbitantly high for registration and renewal of domain names. For example, .in domain names are charged as much as $35 in many registrars and they do not offer any value added services for that price. But my recommended registrars charge only $10 – $15 per year.
One of the most important aspects for me when registering a domain name with a registrar is two-factor login / authentication which provides an additional layer of security of my domain names. Domain names are so important because the email IDs on that domain names are controlled by the MX records on the domain name.
If you have an email account online like email@example.com, this email ID can be controlled by anyone who steals your domain name. With email IDs, they can reset passwords for many of your online accounts. One guy lost his $50,000 @N twitter account like that. Google it.
[Find out the top 3 Registrars...]
When in comes to social media, emails and offline publication of links, URL shorteners play a very important role. The URL looks clean, you can track the clicks on the URLs and easy for someone to visit a web page mentioned in a magazine, book or newspaper article.
Bitly.com is one of the most popular URL shorteners around. Their short URLs start with bit.ly followed by a few characters. But did you know that bitly also allows us to have our own custom domain? You can register your short domain name and use it with bitly system for free.
Having your own custom short URL helps in branding and increases your cool factor. I had this short domain from a while back – dpak.net and now I am using it for URL shortening with bitly. Hence forth, all the links that I share on social media and email will be something like this: http://dpak.net/NBsb5K
If someone manually types in dpak.net in the browser bar, it can be redirected to a URL of my choice. It usually redirects to bitly.com by default but you can change it in the settings. You will not be able to have any content or website on this domain. The domain name should be dedicated to URL shortening purposes only when you are using it with bitly. [click to continue…]
Do you absolutely love your current job? I am quite sure that your answer is definitely not an enthusiastic ‘yes’. Do you think that you can get a better job than this? Perhaps a more satisfying, fulfilling and a better paying one. Unfortunately, just wishing for a better job is not going to get us anywhere. That’s why I want to share with you my 7-step personal branding method which has helped me brand myself as and expert and get more job offers.
A lot of organizations want good people with good skills & experience to work with them. Though you are really good, you are not getting the job offers that you deserve because they don’t know about your existence and expertise.
I have been in a similar situation before. This problem cannot be solved by uploading our resume in more job portals, having a strong LinkedIn profile or by applying for more jobs offline. If you have tried that before, I am sure you ended up frustrated. I know because I have been there. You get irrelevant job offers and sometimes insulting ones too!
With my personal branding method, I am getting relevant and good job offers. I get at least 3-5 interview calls per month and I hardly attend one because I have already found my dream job. Now people perceive me as a digital marketing expert and I never have to hunt for good jobs again. In fact, my branding is working so well that many people overestimate my skill level and I end up under delivering. But that’s a Good Problem to Have!
The Reason Why Good People Don’t Always Get Good Jobs
Before we start discussing about my personal branding strategy, let us have a look at the reality first. Good people are not the only ones having a difficulty in finding the right jobs. Organizations are also finding it very difficult to find good people to work for them. So there are a lot of good jobs and good people but they are not dating each other. Organizations are always complaining about the difficulty of finding great people to work with them and experts are always complaining about not having enough good and relevant jobs in the industry. [click to continue…]
A bird in the hand is worth two in the bush. A buyer in your CRM is worth two prospects in your email list! A buyer has proved that he has an intention and the capability to buy and will buy further if he is presented with an offer that makes sense.
If you build a list of people who are just curious about your product but have no intention to buy anything, you are never going to have conversions from this list! So the whole idea is not just to get more people into your sales funnel but to get more buyers into your sales funnel to whom you can present great offers and convert them to premium customers.
Getting more buyers into your funnel is easier said than done. But with some counter intuitive techniques there is a possibility to increase the number of buyers and revenue. You just need to make a simple tweak in your existing funnel. To illustrate this let us take an example of a typical sales funnel with prospects, a $10 front-end product and a $50 back-end product.
Case 1: $10 front-end, $50 back-end
Case 1: You build an email list of 100 people and present them with a front-end product worth $10. Let us assume you have a 10% conversion ratio and 10 people buy that product. Let us assume that you have a 10% conversion ratio again on the buyers list and 1 person buys the back-end product for $50. Now your total revenue is $100 + $50 = $150.
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Conversion tracking is an important part of digital marketing. Without conversion tracking, you wouldn’t be able to measure your ROI on marketing. You may have spent $100 on Website A and $100 on Website B on display advertising. Website A may have given you 100 clicks and website B may have given you 200 clicks. Now this doesn’t mean that website B is giving you better ROI. How many people convert into customers is more important than clicks and leads!
Google Analytics gives a way to measure how many people converted from which source using UTM tracking codes. UTM, also known as Urchin Traffic Monitor are URL parameters which go in the URL. You need to build different UTM codes for different traffic sources. For example, here’s how my UTM code would look for Facebook Ads:
You can visit this page to build your own UTM coded URL. Google analytics and other analytical softwares such as Kissmetrics pickup this UTM tracking codes and give you information about the conversions.
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Inbound marketing and inside sales are great ways to keep the cash register ringing even when you don’t have field sales people and a huge marketing budget. But what if you do not have a blog to start with? Where would you generate leads from? Starting a blog from scratch, publishing content and getting inbound traffic takes years to master.
If you have a sizable marketing budget, you can buy a well established website, portal or a blog that has your target audience as followers. You can redirect the traffic from the blog to your sales funnel, offer something of value and convert them into your customers.
If you are operating on a limited budget, the only way to get a serious audience into your list is to tap into the audience of existing blog and list owners. This can be done with solo ads on email lists or by promoting your product or service at a high affiliate commission. [click to continue…]
Marketing in one perspective is just communication – Communicating the availability and features of a product or service to potential customers. We encounter marketing messages every day. When you think about it, you would realize that most of the marketing messages are pushed to you and not requested by you. This is also termed as interruption marketing. TV ads, Newspaper Ads, Out door advertising, spam mail and so on are interruption marketing messages trying to get our attention while we carry on with our day.
For many companies this model works just fine. They out-spend the competition with the ads, they generate more sales and revenues and the cycle goes on. In certain cases, promotion of a product or service is not possible with the above method. A start up company who have come up with a new product or service do not have the marketing budget to out-spend the competition. Also the conversion rate on such marketing messages is extremely low because they are un-targeted. The marketing messages reaches a whole bunch of people who are not interested in the product or service. [click to continue…]
As consumers spend more time using the internet and less time with other channels – advertisers are also forced to follow this trend. The ads have to be there where the eyeballs are. Unfortunately, digital marketing is not as simple and straight forward as traditional marketing. Digital marketing is best done in-house and cannot be outsourced to a digital marketing agency for various practical reasons. This is the reason that digital marketing experts are sought after all over the world right now and the demand for such candidates will only go up in the future.
If you have a marketing background and want to become a digital marketing expert; you may be wondering which is the best way to go about it. There are several courses on digital marketing which are being offered as workshops, online courses and one-on-one coaching programs.
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It is a known fact that you can’t improve what you can’t measure. One of the main advantages of digital marketing over traditional marketing is the power to measure and assign a numerical value on each step of the process…
This blessing is also a curse in disguise because we may end up measuring 50 different types of digital marketing metrics where most of them really don’t matter that much. (Example: Number of Facebook likes on a blog post!). Such metrics are aptly named as vanity metrics because the rise in numbers may be exciting but it may not lead to real growth in sales and revenue. As digital marketers we need to focus on metrics that matter.
With experience and maturity we can learn not to get excited about vanity metrics. For example, a YouTube video going viral and hitting a million views is also a vanity metric. We may feel like celebrating that the video has got a million views but in many cases viral videos have a history of having no impact on the short term or long term revenue. [click to continue…]