10 Content Writing Tips That Will Help You Find Interesting Topics in Minutes

You’ve probably faced this before.

I know I have.

You’ve run out of ideas.

Maybe you’ve been blogging along for, I don’t know, maybe three or four years. Maybe it’s only three or four months.

And now you’re done. Why? Because you’ve written everything there is to write about the subject.

You’ve exhausted all possible avenues, topics, approaches, angles, possibilities, and techniques. It’s over. Your blogging career has to die because you don’t have anything else to say.

It’s no use trying to fake it and continue to post recycled fluff just to keep your audience placated, because they will wise up fast.

If you’re out of ideas, you’re out. You can’t just—boom!—make yourself write new stuff on demand.

What do you do?

It’s time to step back and strategize.

I’ve been blogging for a long time. Ten years is a long time, right?

And I still haven’t stopped. I’m not just blogging here, on Quick Sprout. I’m also posting a lot of articles on NeilPatel.com, maintaining columns on Huffpo, Forbes, and Inc., and sharing guest articles with other marketing sites.

Yes, I deal with the same topics, but I have to provide fresh and unique content all the time.

Here are some of the ways I come up with interesting topics in order to keep readers engaged, informed, and coming back for more. 

1. Don’t just read. Analyze all angles of the news

Staying up-to-date with the latest events in your industry is not always a matter of a quick Google search.

Google News only indexes a limited number of websites for its web searches and even fewer for its News aggregator.

image01

Start with the most basic search, and compare your SERPs and headlines to other news sources.

It helps tremendously to research the demographics of your favorite news websites and determine some of the most recognized brand names in the industry as well as well-known commentators associated with that industry.

Take note of the movers and shakers of your business, and follow their movements.

Follow them on social media to see not only what they are posting but also what they’re reading and what they’re sharing and retweeting.

You’ll see what’s on their minds, and knowing the thought process of influencers in your industry, you’ll be able to anticipate tomorrow’s news.

2. Stay tuned into the voice of the people through social media comments

Don’t stop looking for ideas after reading the most respectable and popular publications. Why? Because some of the best conversation starters are trending on social media.

They may not come from a reliable news source, but do these topics generate interest? Absolutely!

More Americans actually get their news from Facebook and Twitter than they do from network programming.

image05

Some of the most absurd “guilty pleasure” posts trending on Facebook (you know, ridiculous headlines like “Child Sues Mother for Deleting All Her iPad Apps” or whatever) are great places to collect ideas.

Have you seen this meme that says, “I just came here to read the comments?”

image03

Well, sometimes I do visit websites just to read the comments!

Why? I gauge what people are thinking about trends, the questions they ask, and what’s inspiring them to comment.

People really speak their minds, holding nothing back! I’ve been shocked by the things I’ve read.

Ask questions about the stories and articles you read.

  • Why did this inspire controversy?
  • What made people comment?
  • What was the biggest issue people commented about?
  • Who else might this event or trend affect besides the person interviewed for the story?
  • What might be the long-term result of these new trends?
  • What does this show us about how people’s attitudes have changed on a given subject over a period of time (several years, for example)?

Maybe the story you encountered on Facebook will spark an idea for a post on “How many parents admit to using iPads to keep their children quiet?”

It’s a related discussion to the original story you read, and yet if you’re an app developer or iPad seller, it’s also more relevant to your audience.

Ideas come from unexpected places. The more you constantly feed your mind, the more ideas will come to you. Write them down as soon as inspiration strikes.

Keeping up with social media news—and just as importantly, the comments of users and how the news makes them feel—is a great place to spark your creativity.

3. Visit some Q&A sites, and borrow their questions

Most questions on Q&A sites are public domain. Your answers can prove to be invaluable.

Industry leaders are always ready to answer a customer’s question, and frankly, it’s just the polite thing to do.

Now, guess where these people go to get a professional opinion on a question they have?

They certainly don’t go directly to your office or your website, do they? They may not even run a keyword search.

No, they just ask whoever is nearby.

The current generation is used to asking questions and getting answers in 30 seconds.

If their friends don’t know the answer, they’ll ask random groups of people. And guess what? Eventually someone answers.

That’s why you have sites such as LinkedIn, Yahoo Answers, and Quora, which discuss thousands of industry-specific questions you can browse.

image04

Searching these sites is a double advantage for you. You can answer the questions on the site (getting some attention from the mainstream) and then write a new blog post or article by turning that brief Q&A into an entire 500-1000-word discussion.

Expand on the answers already given, and provide more insight on the issue.

Judging from the growing databases of these Q&A sites, you’ll never run out of questions to answer—very often, even with niche topics.

4. Create your own database of customer concerns and questions

Chances are you’ve sold at least a few products, if not hundreds, by now. That means you have plenty of cases to study for your own marketing purposes.

What did your customers say in the reviews? What questions did they ask? Reviews matter, so pay attention.

image00

You can generate ideas from their statements, survey information, emails, or testimonials.

I jump on the reviews customers leave to see tomorrow’s trends.

I immediately read all posted reviews to see whether the customer is satisfied or not and whether they left any suggestions for improvement. I use their enthusiasm, positive or negative, to fire up discussion on the web content.

If you have never taken the time to learn your customer’s personality and demographic, start now. Send a survey form along with every product delivery, and give them an incentive for taking the time to fill it out.

This will give you insight into your customer’s mind, and it’s the most direct and effective way to keep producing the content they want to read.

5. Research what your competitors have already done

There’s no shame in learning from someone as equally ambitious and dedicated as you are. Make a list of your closest competitors—for industry as well as for local or long-tail keywords—and take notes on what they are writing about and why.

Now, you don’t want to blatantly copy their entire article. Rather, analyze their topics, and determine ways to expand upon the story.

For example, for a broad topic such as food safety, ask yourself if there is a way to narrow it down to something more specific, like recent changes in the FDA’s Food Safety Modernization Act.

If the topic is too niche and you can’t think of a way to adapt it to an original article of your own, broaden the topic to your area of expertise.

There’s no sense, however, in rewriting something that’s already successful and niche-specific.

Coming up with fresh ideas is one-half researching other people’s great ideas and one-half brainstorming ways to make your rendition better.

6. Research the history of your profession and all related professions—offline!

It may surprise you to know there is far more information in book form than there is all across the seemingly infinite Internet.

The Internet makes research easier, but the information found there is not as comprehensive as we might think.

Libraries and bookstores are an underrated source of information, particularly in exploring forgotten or lesser-known histories and studies.

The quality of paperback or hardcover books is generally much higher and more in-depth than that of Internet e-books or articles, which are really scratching the surface of what we know.

Consider quantity alone. According to a very conservative Google Books estimate, about 130,000,000 books are still in existence throughout the world, though the number could be higher than that.

In contrast, Amazon—a place many people consider the definitive source of books—has less than a million e-books and lists 1.8 million print titles for sale (according to a Quora discussion).

Libraries offer access not only to books but also to newspapers, journals, encyclopedias, and archival documents that are simply not online because there’s no interest in them. In these records, though, there is enough research to power up a blog for years on end.

If you really want to establish yourself as an expert in your field and produce thoroughly original content, take your search offline and bring back a gem of knowledge.

7. Interview an expert

Content writers sometimes ignore the option to interview an expert because quoting press statements are easier to use.

If, however, you are in need of a series of interesting blogs or articles, reaching out to a professional in your industry (or related industry) for an in-depth discussion can generate enough information to write a number of individual posts.

Many experts will give interviews free, provided you have a popular blog or are reporting on a niche subject with little available information.

Many experts are eager to give online interviews either to correct what they think is inaccurate information on their subject or to build their reputation and make their name Internet-famous on a given subject.

I remember interviewing a number of leaders in my earlier days, and the issue of payment never came up. Sometimes these experts really love to share their knowledge and have someone listen.

Since they know you’ll publicize the interview, it’s a win-win for them, especially if you keep the interview brief, using phone or video chat.

Profnet, a subsidiary of PRNewsWire, is a site that matches writers with experts (or usually their representatives) in a number of fields.

Some will do brief interviews online or on the phone for free. Some experts might charge a fee, and if it’s a niche in which you can produce a lot of content and get some highly targeted traffic, it may be worth the exchange.

8. Hire young blood

Fresh perspectives are the best way to think outside the box. If you run out of ideas, brainstorm with more members of the team. Owners will oftentimes hire new blood to help in brainstorming sessions.

Even as an individual web content writer, you can tap into young creativity by simply starting conversations with acquaintances in the office or in your circle of friends online.

Many of my websites, such as Crazy Egg, have content from multiple contributors. That’s one reason why the content stays fresh.

Featuring writers from multiple backgrounds and demographics helps bring diverse, and sometimes even opposite, views on the same events we cover.

Another thing that can spark your imagination is hearing personal experiences of your colleagues or friends. People probably tell you stories about their lives all the time, e.g., an exciting commute to work, a weekend adventure, etc.

Do you actually listen and say to yourself, “You know, this would make a great blog topic!”?

You can tell their stories, with permission, or adapt their stories to start a discussion with your readers.

9. Learn to read the work of your enemies

It’s amusing how reluctant we are to listen to our enemies or, in some cases, the “quacks” of a field who we believe are spreading anti-advice.

This is why some people completely block news sites they deem biased or ignore social media users that irk them.

But I think some of the most interesting revelations about any industry come from disagreement. When someone disagrees with you, it’s an opportunity for you to sharpen your debating skills. You brush up on your knowledge of history and science so you can make an accurate rebuttal.

This is actually standard protocol in college when you write a dissertation. By learning the opposing side’s viewpoint, taking into account their objections and their research, you strengthen your own argument.

It doesn’t really matter if you believe the viewpoint or not. Whether spoken or written, it’s a part of your industry. Maybe that means you must correct the misconceptions with your web content.

Be open-minded to new evidence. Test new and outside the box ideas, even if they seem ludicrous.

This is just a part of the brainstorming experience. By spending some time investigating wrong ideas about your industry, you can find the right idea. You will also have greater passion for your industry.

I make it a point to read both sides of an argument before concluding what each side got right and wrong. It doesn’t hurt to play “devil’s advocate” in your industry blog either.

Sometimes, I can come up with a topic after reading someone else’s story that I feel is utterly false and misleading. And guess what? It stirs a great conversation, which gives me ideas for three more posts.

As you can see from this Pew Center graphic, many brand name news outlets are associated with biased viewpoints:

image07

Bias isn’t a bad thing, and it doesn’t necessarily mean you should avoid a biased outlet.

Objectivity is not your concern. Rather, you can generate fresh ideas for new topics by reading opposing points of view on the same subject.

10. Stay on top of industry news

Social media is not the universal channel for industry news.

While social media is important to review so you can learn the voice of the consumer, blog writing it really its own entity.

If you don’t move beyond social media, you’ll frequently pass over some really good stuff because of poor hashtags, too much competition, and bad scheduling.

On the other hand, using a blog news app will help you stay up-to-date with relevant industry blogs as soon as they are updated.

You can subscribe to the RSS feed for fast updates, or you can use a website such as Bottlenose, which is a data discovery program that gives you real-time insights about the trends in your industry.

image06

This goes beyond just bookmarking and actually allows you to get analytical insights about drivers of brands, consumer trends, emerging risks, and what the competition is doing.

Alltop provides a free service and, a bit more to the point, shares the top business blogs and the most trending news stories.

image02

You can also create your own virtual magazine rack of top websites, magazines, and blogs. Better yet, you can even share your rack as a URL for easy interaction.

Conclusion

Lastly, remember that your brain is constantly working.

Even during sleep, it can subconsciously give rise to new ideas.

If you’re feeling drained and out of fuel, take a break and sleep on it.

Let your mind dwell on the idea over time, and make subconscious connections while you attend to something else. Before you know it, inspiration will strike you.

As long as you keep taking in information, you’ll always be capable of generating great content.

What are your techniques for coming up with interesting topics?

from Quick Sprout https://www.quicksprout.com/2016/08/29/10-content-writing-tips-that-will-help-you-find-interesting-topics-in-minutes/
via My Media Pal

How Much Should You Spend on Paid Ads? Here’s My Data-Driven Formula

A few years back when I first started NeilPatel.com, I spent $66,372.09 on paid advertising through LinkedIn, Google AdWords, Retargeter, Perfect Audience, and StumbleUpon ads.

You might say that’s a lot of money.

It was. But I learned some valuable lessons.

I learned which platforms and networks work best for targeting which audiences with which ads.

Some of my takeaways?

LinkedIn, for example, provided an excellent return on B2B ads, while Google still reigned supreme for B2C. StumbleUpon’s conversion rate for paid products was woefully low.

The top three paid ad spots on Google’s SERPs, for example, get 41% of the clicks. Even the best SEO techniques will only expose you to 59% of the viewing audience, and Google’s knowledge graph and infoboxes are quickly cutting into that as well.

Marketing professionals across the board agree that pay-per-click advertising works. The hard part is getting set up with a solid PPC plan to serve as your foundation.

We need to know how much to spend, when to spend it, where to spend it, and how to spend it correctly.

Those are tough calls to make, especially if you’re a paid advertising newbie. The paid platforms can be complicated and confusing. What do you do with all these options, data, and metrics?

image04

To answer these questions and be successful, instead of playing a guessing game, we need information and cold hard data. 

How PPC works

First, a quick lesson in PPC, which you probably already know. I’m including it for the newbs (and a refresher for the pros—it never hurts!).

Google and other search engines allow you to purchase ad views on their platforms on a pay-per-click pricing model. The actual price is determined by the number of searches and ads running for a particular keyword or phrase.

A popular search term, such as “insurance,” can cost $59 per click to advertise, meaning you’ll have to pay Google $59 for every lead it gets to your website by displaying your ad at the top of the search results for the terms you bid on.

This isn’t your typical example, however, as “insurance” is actually the most expensive PPC keyword by a large margin.

These costs can be mitigated (and conversions improved) by targeting specific demographics, affinity groups, geographic locations, and mobile devices, which are generating more and more search traffic.

image01

Of course, search engines aren’t the only platforms for paid ads. Social networks and video ads are rising in popularity, as explained in this Search Engine Land article by Pauline Jakober.

Video ads in search results aren’t a reality yet, but with Alphabet owning both Google, the world’s largest search engine, and YouTube, the world’s largest video platform, it’s only a matter of time.

Determining CAC and LTV

CPC isn’t the same as your customer acquisition cost (CAC). What ultimately determines your CAC is your website’s conversion rate.

If each web visitor costs $59 to obtain and you’re only converting 50% of your visitors, the customer acquisition cost for your PPC campaign is actually double your CPC, or $118 in the example of insurance.

This doesn’t take into account the rest of the marketing budget either, which also includes radio, print, television, social media, billboard, event marketing, and other customer outreach initiatives.

The CAC is calculated by dividing all marketing expenses by the number of customers acquired in the same period. For example, if a company spent $10,000 on marketing in a year and acquired 10,000 customers as a result, its CAC is $1.00.

Balancing the CAC with the customer’s lifetime value (LTV) is how you create a successful business model.

image06

So long as the LTV is larger than the CAC, your marketing efforts are working, and you have a sustainable business model.

When the CAC rises above the LTV, you’re in trouble.

Because understanding this concept is critical, here’s a graphic to help make the lesson sink in:

image03

To calculate the LTV of a customer, you need to know how much each customer spends in an average purchase, how many purchases the average customer makes in a certain time period (day/week/month/year), and how long the average customer sticks around.

Profit margins, discounts, customer retention rate, and gross margins are all factored in to the final formula, which you can find here.

In the case of an insurance company, if an average policy costs $1,000 ($100 is profit), and the average customer is retained for 3 years, you’re making $300 for every $118 spent on your PPC campaign, which is close to the actual average.

Businesses make an average of $3 for every $1.60 they spend on AdWords.

I’m sure you want to double your money. We all do. But if everyone is advertising for the keyword “insurance,” they’re missing quite a bit of traffic. You need to check associated keywords.

Extending keyword searches

There are millions of searches for insurance every month, but you have no idea whether those people are looking for medical, life, business, home, phone, or auto insurance.

image00

It’s still worthwhile to advertise on a single keyword, but with such a high CPC, you shouldn’t pour all your budget into that one highly competitive keyword.

image07

“Car Insurance,” “insurance quotes,” “auto insurance,” “compare car insurance,” and “car insurance quotes” all have different prices for different search volumes. Spreading your budget across all these keyword phrases increases the chances that your ad is seen by people searching the web in different ways.

At this point, your overall CPC will be determined by the cost and frequency of each individual search term. You can afford to buy some traffic for “insurance” and “auto insurance” so long as it’s balanced out with “compare car insurance,” “insurance quotes,” and “car insurance quotes.”

You now have a potential pool of customers that’s three times the size of your original pool, which maximizes the reach of your ads.

Continue this research into five- and seven-word long-tail searches for the best results. For example, phrases such as “Best car insurance company in Arizona” or “Cheapest car insurance for 2005 Ford Mustang” are great ways to target specific regions or car owners.

The longer a search term, the more specific information a customer is typically looking for. While searches may be lower, bids will also be lower, allowing you to obtain some customers for $5 and others for $50 while still maintaining a low CAC.

Portioning budgets for each keyword is critical as this is one of two places where smart marketers maximize their ROI. The other is targeting specific customers using Remarketing lists for search ads.

Targeting the right customers

A few years ago, Google moved beyond focusing on just keyword searches to looking at contextual information about customers.

The most valuable result from this change was RLSA—remarketing lists for search ads.

RLSA lets you target customers who have visited your website previously.

image02

Bounce rates are high on websites, but just because a customer leaves doesn’t mean they’re not interested. Shoppers may visit a site 9 times before purchasing, so the more they visit, the further down the conversion funnel they may be.

Take a look at this sales funnel:

image05

For every 5,000 visitors, only 100 inquiries are received, so why waste ad money on those 100 when you should be focusing on converting the other 4,900?

Using RLSA, you can optimize bids to increase your ROI. Tirendo Tires, for example, increased sales by 22% and conversions by 163% simply by raising their bids on previous homepage visitors.

World Travel Holdings increased ROI by 30% by using RLSA to target previous site visitors for broad search terms (like “insurance” in the example above).

By adding the remarketing tag to your website, you allow Google to further segment your visitors and hyperfocus your PPC ad campaigns.

Of course, the downside to these PPC ad platforms is you can’t determine who is already a paying customer. I constantly receive ads for products and services I’ve already purchased, which I know is wasting the advertiser’s money.

You also have to be wary of disgruntled customers and employees who may purposefully click your ads without making a purchase. (Seriously, people do this in order to drive up the cost of your ad spend.)

Segmenting and targeting ads in any way is an essential step toward optimizing them and getting the most bang for your marketing buck.

Conclusion

PPC is still one of the most popular methods of advertising, with over $500 billion spent annually on it.

It can be exciting to envision massive ROI and all the extra sales you’ll be able to make by simply toggling some ads and letting them run.

Before spending any money on a campaign, however, it’s important to understand what keywords and searches have the best conversions for your site. Targeting these searches with ads moves you to the top of the search results, giving you optimal visibility.

Beyond just search terms, it’s also important to target customers at specific points in the sales funnel.

The actual cost of your PPC campaign isn’t as important as the ratio of CAC to LTV. It’s okay to spend a little more if you are marketing a more expensive product or a company with higher retention rates.

So long as your overall marketing budget doesn’t outweigh the lifetime ROI from customers, you’ve built a sustainable business model.

How much are you spending on paid search? Are you getting a solid ROI?

from Quick Sprout https://www.quicksprout.com/2016/08/26/how-much-should-you-spend-on-paid-ads-heres-my-data-driven-formula/
via My Media Pal

How Much Should You Spend on Paid Ads? Here’s My Data-Driven Formula

A few years back when I first started NeilPatel.com, I spent $66,372.09 on paid advertising through LinkedIn, Google AdWords, Retargeter, Perfect Audience, and StumbleUpon ads.

You might say that’s a lot of money.

It was. But I learned some valuable lessons.

I learned which platforms and networks work best for targeting which audiences with which ads.

Some of my takeaways?

LinkedIn, for example, provided an excellent return on B2B ads, while Google still reigned supreme for B2C. StumbleUpon’s conversion rate for paid products was woefully low.

The top three paid ad spots on Google’s SERPs, for example, get 41% of the clicks. Even the best SEO techniques will only expose you to 59% of the viewing audience, and Google’s knowledge graph and infoboxes are quickly cutting into that as well.

Marketing professionals across the board agree that pay-per-click advertising works. The hard part is getting set up with a solid PPC plan to serve as your foundation.

We need to know how much to spend, when to spend it, where to spend it, and how to spend it correctly.

Those are tough calls to make, especially if you’re a paid advertising newbie. The paid platforms can be complicated and confusing. What do you do with all these options, data, and metrics?

image04

To answer these questions and be successful, instead of playing a guessing game, we need information and cold hard data. 

How PPC works

First, a quick lesson in PPC, which you probably already know. I’m including it for the newbs (and a refresher for the pros—it never hurts!).

Google and other search engines allow you to purchase ad views on their platforms on a pay-per-click pricing model. The actual price is determined by the number of searches and ads running for a particular keyword or phrase.

A popular search term, such as “insurance,” can cost $59 per click to advertise, meaning you’ll have to pay Google $59 for every lead it gets to your website by displaying your ad at the top of the search results for the terms you bid on.

This isn’t your typical example, however, as “insurance” is actually the most expensive PPC keyword by a large margin.

These costs can be mitigated (and conversions improved) by targeting specific demographics, affinity groups, geographic locations, and mobile devices, which are generating more and more search traffic.

image01

Of course, search engines aren’t the only platforms for paid ads. Social networks and video ads are rising in popularity, as explained in this Search Engine Land article by Pauline Jakober.

Video ads in search results aren’t a reality yet, but with Alphabet owning both Google, the world’s largest search engine, and YouTube, the world’s largest video platform, it’s only a matter of time.

Determining CAC and LTV

CPC isn’t the same as your customer acquisition cost (CAC). What ultimately determines your CAC is your website’s conversion rate.

If each web visitor costs $59 to obtain and you’re only converting 50% of your visitors, the customer acquisition cost for your PPC campaign is actually double your CPC, or $118 in the example of insurance.

This doesn’t take into account the rest of the marketing budget either, which also includes radio, print, television, social media, billboard, event marketing, and other customer outreach initiatives.

The CAC is calculated by dividing all marketing expenses by the number of customers acquired in the same period. For example, if a company spent $10,000 on marketing in a year and acquired 10,000 customers as a result, its CAC is $1.00.

Balancing the CAC with the customer’s lifetime value (LTV) is how you create a successful business model.

image06

So long as the LTV is larger than the CAC, your marketing efforts are working, and you have a sustainable business model.

When the CAC rises above the LTV, you’re in trouble.

Because understanding this concept is critical, here’s a graphic to help make the lesson sink in:

image03

To calculate the LTV of a customer, you need to know how much each customer spends in an average purchase, how many purchases the average customer makes in a certain time period (day/week/month/year), and how long the average customer sticks around.

Profit margins, discounts, customer retention rate, and gross margins are all factored in to the final formula, which you can find here.

In the case of an insurance company, if an average policy costs $1,000 ($100 is profit), and the average customer is retained for 3 years, you’re making $300 for every $118 spent on your PPC campaign, which is close to the actual average.

Businesses make an average of $3 for every $1.60 they spend on AdWords.

I’m sure you want to double your money. We all do. But if everyone is advertising for the keyword “insurance,” they’re missing quite a bit of traffic. You need to check associated keywords.

Extending keyword searches

There are millions of searches for insurance every month, but you have no idea whether those people are looking for medical, life, business, home, phone, or auto insurance.

image00

It’s still worthwhile to advertise on a single keyword, but with such a high CPC, you shouldn’t pour all your budget into that one highly competitive keyword.

image07

“Car Insurance,” “insurance quotes,” “auto insurance,” “compare car insurance,” and “car insurance quotes” all have different prices for different search volumes. Spreading your budget across all these keyword phrases increases the chances that your ad is seen by people searching the web in different ways.

At this point, your overall CPC will be determined by the cost and frequency of each individual search term. You can afford to buy some traffic for “insurance” and “auto insurance” so long as it’s balanced out with “compare car insurance,” “insurance quotes,” and “car insurance quotes.”

You now have a potential pool of customers that’s three times the size of your original pool, which maximizes the reach of your ads.

Continue this research into five- and seven-word long-tail searches for the best results. For example, phrases such as “Best car insurance company in Arizona” or “Cheapest car insurance for 2005 Ford Mustang” are great ways to target specific regions or car owners.

The longer a search term, the more specific information a customer is typically looking for. While searches may be lower, bids will also be lower, allowing you to obtain some customers for $5 and others for $50 while still maintaining a low CAC.

Portioning budgets for each keyword is critical as this is one of two places where smart marketers maximize their ROI. The other is targeting specific customers using Remarketing lists for search ads.

Targeting the right customers

A few years ago, Google moved beyond focusing on just keyword searches to looking at contextual information about customers.

The most valuable result from this change was RLSA—remarketing lists for search ads.

RLSA lets you target customers who have visited your website previously.

image02

Bounce rates are high on websites, but just because a customer leaves doesn’t mean they’re not interested. Shoppers may visit a site 9 times before purchasing, so the more they visit, the further down the conversion funnel they may be.

Take a look at this sales funnel:

image05

For every 5,000 visitors, only 100 inquiries are received, so why waste ad money on those 100 when you should be focusing on converting the other 4,900?

Using RLSA, you can optimize bids to increase your ROI. Tirendo Tires, for example, increased sales by 22% and conversions by 163% simply by raising their bids on previous homepage visitors.

World Travel Holdings increased ROI by 30% by using RLSA to target previous site visitors for broad search terms (like “insurance” in the example above).

By adding the remarketing tag to your website, you allow Google to further segment your visitors and hyperfocus your PPC ad campaigns.

Of course, the downside to these PPC ad platforms is you can’t determine who is already a paying customer. I constantly receive ads for products and services I’ve already purchased, which I know is wasting the advertiser’s money.

You also have to be wary of disgruntled customers and employees who may purposefully click your ads without making a purchase. (Seriously, people do this in order to drive up the cost of your ad spend.)

Segmenting and targeting ads in any way is an essential step toward optimizing them and getting the most bang for your marketing buck.

Conclusion

PPC is still one of the most popular methods of advertising, with over $500 billion spent annually on it.

It can be exciting to envision massive ROI and all the extra sales you’ll be able to make by simply toggling some ads and letting them run.

Before spending any money on a campaign, however, it’s important to understand what keywords and searches have the best conversions for your site. Targeting these searches with ads moves you to the top of the search results, giving you optimal visibility.

Beyond just search terms, it’s also important to target customers at specific points in the sales funnel.

The actual cost of your PPC campaign isn’t as important as the ratio of CAC to LTV. It’s okay to spend a little more if you are marketing a more expensive product or a company with higher retention rates.

So long as your overall marketing budget doesn’t outweigh the lifetime ROI from customers, you’ve built a sustainable business model.

How much are you spending on paid search? Are you getting a solid ROI?

from Quick Sprout https://www.quicksprout.com/2016/08/26/how-much-should-you-spend-on-paid-ads-heres-my-data-driven-formula/
via My Media Pal

Case Study: Why it Makes Sense to Optimize Your Site for ‘Near Me’ Searches

Posted by colleenharriscdk

May 2015 was full of big change in the search world. First, Google announced that, “More Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.” Then Google followed that up with the news that, “Search interest in ‘near me’ has doubled since last year with 80% of those searches occurring on mobile devices.In response to these trends, Google updated the local extensions for AdWords, allowing businesses to bid on keywords that deal with “near me” searches.

These announcements led us to ask a question: Can content that includes “near me” terms help gain impressions and clicks for those queries in organic search?

Our methods to study this question were simple:

  • We tested 82 websites (41 as the control group; 41 as the test group)
  • Within the test group, we updated the hour and directions page title, description, and H1 to utilize the phrases ‘franchise dealer near me’ and ‘nearest franchise dealer.’ These franchises included a wide range of auto manufacturers, with the physical locations dispersed throughout the United States.
  • We then spent five months looking at mobile impressions and click-through rates for both groups

near-me-chart-v2.jpg

Noteworthy changes after testing

After five months, we started to see a few trends across these websites, including an increase in mobile impressions and clicks for all the “near me” searches. In the test group’s first month, we saw a 27% increase in mobile impressions for “near me” phrases, and the clicks increased from 11 to 40. By comparison, the control group had just a 20% increase in mobile impressions, and click-throughs only increased from 13 to 23.

These trends continued every month we looked at the data. In month three, the test group’s “near me” impressions rose another 15%, compared to the 8% increase of the control group’s impressions. Similarly, the click-through rate for the test group almost doubled that of the control group, with 37 and 19 clicks, respectively.

By the last month, the test group’s websites saw their mobile impressions for “near me” more than double since the start to total 8,833 impressions and 46 clicks.

This is in contrast to the control group, whose “near me” impression share only rose 11% since the start and had just 21 clicks.

There were a few other observations we made in our research:

  • Locations in urban and metro areas saw more impressions and clicks compared to rural locations
  • ‘Near me’ impressions grew from franchises-related searches to include broader phrases, including ‘nearest oil change’

What this tells us

Overall, our results started to give us the answer that, yes, updating your website and content for the appropriate “near me” phrases can have a positive impact on the impressions and clicks for those phrases. This is just the start for a small business website, as mobile search and search intent will only continue to become more important.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Moz User Generated Blog https://moz.com/ugc/case-study-why-it-makes-sense-to-optimize-your-site-for-near-me-searches
via My Media Pal

Here’s How to Make Wireframing Work for SEO Success

Posted by atxutexas05

gEob9Qh.jpg

(image credit: Flickr)

Search optimization and engaging design always seem to be at odds. Things like banners and graphics that designers love often conflict with SEOs’ need for crawlable content. However, this doesn’t always need to be the case. In fact, if you include various SEO requirements within the initial design mockups before a site’s launch, you can comfortably fit the needs of SEO and design together just like puzzle pieces.

It all begins with the initial wireframe.

What are wireframes?

nlqUIg8.jpg

(Image credit: Flickr)

Wireframing can be anything from a low fidelity sketch to a fully designed (but non-functional) user interface. These mockups allow designers to share their ideas without committing too much time and effort, which allows designers to iterate and reiterate quickly and easily so the needs of various members of a team can be established and addressed before launch.

This, of course, includes the SEO professionals.

SEO is a complex field with a lot of emphasis on site architecture, so it’s no stretch to say it should be included as a primary concern in the initial design process. In a post from way back in 2008, Moz community member, Amplified-media, described the process of building a wireframe specifically for SEO purposes. He noted that he created SEO specific wireframes in order to describe to clients the ways in which internal navigation, metatags, and content could be optimized. Certainly, we’ve come a long way in both the design and SEO worlds in the last 8 years, but this is still solid strategy.

Wireframes allow designers to plan user flows and overall aesthetics, while they allow developers to concentrate on the functionality of a website. For SEOs, wireframing can help you plan optimized on-page elements as well as opportunities for generating leads, conversions, and interlinking. Wireframing can even help you prepare your keyword analysis for each page.

Let’s take a deeper look at how you can begin implementing your SEO strategy during the wireframing phase.

Content first
26iuZ5V.jpg

(Image credit: Pixabay)

Web design is defined by the content it’s presenting. Oftentimes, a designer is asked to produce a mockup without any clear notion of the ideas it’s supposed to convey. There have been times when our product team has gone forward without bringing every key team member to the table. Once, my team went through the entire development process but realized near the end that the SEO needs weren’t accounted for: Keyword length exceeded character limits; there wasn’t enough content; and we were forced to include SEO haphazardly where we could fit it.

Obviously, this wasn’t an ideal strategy, and the launch had to be pushed back.

To get ahead of this problem, we’ve altered our approach. Now SEO professionals are always at the table during the ideation phase. And we also collaborate during the wireframing phase. We write our text first. Then we add headlines, taglines, body text, and determine keywords before a wireframe is ever presented. Only then do we hand over to the designer to see what they come up with.

If you’re following this model, keep in mind that it’s an iterative process. Don’t be surprised if you’re asked for rewrites or to compromise on length. Or, alternatively, you can go low fidelity and present the designer with a content outline. Give them the bare bones of your ideas for the text and give them suggestions on how to present it.

The point is to collaborate. Letting designers know ahead of time that SEO isn’t going to be a roadblock to what they want to accomplish aesthetically. This is if they’re involved in the conceptual discussions at the beginning of the process.

The same goes for UX designers. Let them know that usability is important to SEO as well.

Potential problems and quick fixesEqAf2Hg.jpg

(Image credit: Pixabay)

In a recent article, Justin Taylor describes some of the so-called discrepancies involved when designing a website that’s optimized for both search and users. Mainly the fight is between the need for text (SEOs) versus imagery (designers). He mentions some great fixes for this problem such as:

  • Webfonts rather than graphics
  • Expandable content blocks or “divs,” which reveal hidden text in response to a mouse click
  • Mouse-overs which are animated content blocks that reveal text in response to a mouse hovering over the block

These are all fantastic workarounds that address the need for aesthetics and allow for crawlable text to be included on page. I highly recommend you take a moment to check out Justin’s article because it’s extremely thorough.

During the wireframing process, all an SEO needs to do in order to have workarounds like the ones mentioned above included in the design is be present at the planning table, and then to let the designers/developers know that these strategies could meet everyone’s needs. As I mentioned before, collaboration is the key.

The nonexistent conflict between design and SEO
Wr4xHeo.jpg

(Image credit: Pixabay)

SEO is too often treated as an afterthought, subsidiary to design, development, and usability. If you can frame SEO as something that can be most useful when implemented concurrently with the other concerns in the planning phase, then you can minimize any potential conflicts between team members.

“Conflict” is a keyword here because there is a persistent myth that SEO always runs counter to the needs of both visual and UX designers. This is patently false. Design and SEO can work very well together in most circumstances.

I’ve had specific experiences explaining to project managers s that search optimization is only going to enhance the usability of a page. My go-to example in this situation is that of headline creation: I point out that the whole purpose of search spiders parsing each page is to emulate the way users evaluate content. That means headlines need to clearly and quickly communicate exactly what the content is about. This serves both ends and usually establishes the point. There are of course numerous other examples that can be used to disprove the supposed UX/SEO conflict.

Flat design, for instance, is an immensely popular trend that meshes perfectly with SEO efforts, mainly because of the minimal size of flat illustrations. Whereas high-definition photography can slow down a site’s loading time, flat illustrations are light and quick to load.

Navigation is another point of intersection for SEO and design. Interlinking from the homepage to subpages offers an SEO boost and when artfully implemented it can also be engaging to users. Visual hierarchy and headings are likewise close bedfellows. Using web fonts instead of graphics for banners, CTAs, and other text elements mentioned above can allow you to create linking and meta-tagging opportunities.

Conclusion

Success must be planned for, and success requires careful collaboration planning from start to finish. Adding SEO considerations late in the design process can make your designs look off-kilter and your SEO seem patchworked. Moreover, if the site feels wonky to users, your bounce rate will go up and all your optimization efforts will be for naught.

That’s why implementing an SEO strategy during the wireframing phase is so important.

What are your thoughts for using wireframing to bridge the gap between SEO and UX considerations?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Moz User Generated Blog https://moz.com/ugc/heres-how-to-make-wireframing-work-for-seo-success
via My Media Pal

Here’s How to Make Wireframing Work for SEO Success

Posted by atxutexas05

gEob9Qh.jpg

(image credit: Flickr)

Search optimization and engaging design always seem to be at odds. Things like banners and graphics that designers love often conflict with SEOs’ need for crawlable content. However, this doesn’t always need to be the case. In fact, if you include various SEO requirements within the initial design mockups before a site’s launch, you can comfortably fit the needs of SEO and design together just like puzzle pieces.

It all begins with the initial wireframe.

What are wireframes?

nlqUIg8.jpg

(Image credit: Flickr)

Wireframing can be anything from a low fidelity sketch to a fully designed (but non-functional) user interface. These mockups allow designers to share their ideas without committing too much time and effort, which allows designers to iterate and reiterate quickly and easily so the needs of various members of a team can be established and addressed before launch.

This, of course, includes the SEO professionals.

SEO is a complex field with a lot of emphasis on site architecture, so it’s no stretch to say it should be included as a primary concern in the initial design process. In a post from way back in 2008, Moz community member, Amplified-media, described the process of building a wireframe specifically for SEO purposes. He noted that he created SEO specific wireframes in order to describe to clients the ways in which internal navigation, metatags, and content could be optimized. Certainly, we’ve come a long way in both the design and SEO worlds in the last 8 years, but this is still solid strategy.

Wireframes allow designers to plan user flows and overall aesthetics, while they allow developers to concentrate on the functionality of a website. For SEOs, wireframing can help you plan optimized on-page elements as well as opportunities for generating leads, conversions, and interlinking. Wireframing can even help you prepare your keyword analysis for each page.

Let’s take a deeper look at how you can begin implementing your SEO strategy during the wireframing phase.

Content first
26iuZ5V.jpg

(Image credit: Pixabay)

Web design is defined by the content it’s presenting. Oftentimes, a designer is asked to produce a mockup without any clear notion of the ideas it’s supposed to convey. There have been times when our product team has gone forward without bringing every key team member to the table. Once, my team went through the entire development process but realized near the end that the SEO needs weren’t accounted for: Keyword length exceeded character limits; there wasn’t enough content; and we were forced to include SEO haphazardly where we could fit it.

Obviously, this wasn’t an ideal strategy, and the launch had to be pushed back.

To get ahead of this problem, we’ve altered our approach. Now SEO professionals are always at the table during the ideation phase. And we also collaborate during the wireframing phase. We write our text first. Then we add headlines, taglines, body text, and determine keywords before a wireframe is ever presented. Only then do we hand over to the designer to see what they come up with.

If you’re following this model, keep in mind that it’s an iterative process. Don’t be surprised if you’re asked for rewrites or to compromise on length. Or, alternatively, you can go low fidelity and present the designer with a content outline. Give them the bare bones of your ideas for the text and give them suggestions on how to present it.

The point is to collaborate. Letting designers know ahead of time that SEO isn’t going to be a roadblock to what they want to accomplish aesthetically. This is if they’re involved in the conceptual discussions at the beginning of the process.

The same goes for UX designers. Let them know that usability is important to SEO as well.

Potential problems and quick fixesEqAf2Hg.jpg

(Image credit: Pixabay)

In a recent article, Justin Taylor describes some of the so-called discrepancies involved when designing a website that’s optimized for both search and users. Mainly the fight is between the need for text (SEOs) versus imagery (designers). He mentions some great fixes for this problem such as:

  • Webfonts rather than graphics
  • Expandable content blocks or “divs,” which reveal hidden text in response to a mouse click
  • Mouse-overs which are animated content blocks that reveal text in response to a mouse hovering over the block

These are all fantastic workarounds that address the need for aesthetics and allow for crawlable text to be included on page. I highly recommend you take a moment to check out Justin’s article because it’s extremely thorough.

During the wireframing process, all an SEO needs to do in order to have workarounds like the ones mentioned above included in the design is be present at the planning table, and then to let the designers/developers know that these strategies could meet everyone’s needs. As I mentioned before, collaboration is the key.

The nonexistent conflict between design and SEO
Wr4xHeo.jpg

(Image credit: Pixabay)

SEO is too often treated as an afterthought, subsidiary to design, development, and usability. If you can frame SEO as something that can be most useful when implemented concurrently with the other concerns in the planning phase, then you can minimize any potential conflicts between team members.

“Conflict” is a keyword here because there is a persistent myth that SEO always runs counter to the needs of both visual and UX designers. This is patently false. Design and SEO can work very well together in most circumstances.

I’ve had specific experiences explaining to project managers s that search optimization is only going to enhance the usability of a page. My go-to example in this situation is that of headline creation: I point out that the whole purpose of search spiders parsing each page is to emulate the way users evaluate content. That means headlines need to clearly and quickly communicate exactly what the content is about. This serves both ends and usually establishes the point. There are of course numerous other examples that can be used to disprove the supposed UX/SEO conflict.

Flat design, for instance, is an immensely popular trend that meshes perfectly with SEO efforts, mainly because of the minimal size of flat illustrations. Whereas high-definition photography can slow down a site’s loading time, flat illustrations are light and quick to load.

Navigation is another point of intersection for SEO and design. Interlinking from the homepage to subpages offers an SEO boost and when artfully implemented it can also be engaging to users. Visual hierarchy and headings are likewise close bedfellows. Using web fonts instead of graphics for banners, CTAs, and other text elements mentioned above can allow you to create linking and meta-tagging opportunities.

Conclusion

Success must be planned for, and success requires careful collaboration planning from start to finish. Adding SEO considerations late in the design process can make your designs look off-kilter and your SEO seem patchworked. Moreover, if the site feels wonky to users, your bounce rate will go up and all your optimization efforts will be for naught.

That’s why implementing an SEO strategy during the wireframing phase is so important.

What are your thoughts for using wireframing to bridge the gap between SEO and UX considerations?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Moz User Generated Blog https://moz.com/ugc/heres-how-to-make-wireframing-work-for-seo-success
via My Media Pal

5 Ways Your Fans Can Help Optimize Your Site for Conversions

I’ve been watching Facebook closely for a long time.

I’ve tested hundreds of ad iterations.

I’ve worked hard to build organic reach for myself and my clients.

Here’s what I’ve concluded: Facebook is awesome. But it’s also tricky.

Why? Because the algorithm is constantly shifting, forcing marketers to up their game, readjust their techniques, and reorient their strategies.

Here’s the thing. If you have a social presence for your business, Facebook has decided that your organic reach needs to shrink.

Again.

You know, of course, that this isn’t the first time the social giant tweaked its algorithm.

In June, Adam Mosseri, VP, Product Management for News Feed at Facebook, shared a post that detailed how Facebook was updating the news feed.

The core of the update is to prioritize posts that come from friends and family while reducing the onslaught of content from businesses and other publishers. Facebook wants users to see more posts from actual people, not businesses doing marketing.

The gist of the algorithm remains the same.

image00

But the variability is increasing. Mosseri explained:

It will vary a lot by publisher mostly based on how much of their referral traffic or their reach is based on people who actually share their content directly…

If you’ve got strong engagement from your audience and they’re shouting your name from the rooftops as they share your content, or generate content around your brand, you’ll be far less impacted by the update.

But most of the businesses I work with aren’t enjoying that level of stellar engagement.

This is what it boils down to. If you want to improve your reach and engagement, you’ll need to find ways to leverage user-generated content (UGC) since that’s what friends and family will see first.

What I want to communicate is pretty simple: User-generated content is one of the most effective forms of content marketing available today.

User-generated content is the future of content marketing.

UGC will act as dynamite to your social media presence, accelerate your onsite content efforts, increase engagement, boost conversions, and build up a wall of defense against any algorithm the world throws your way.

Let’s talk about where the rubber meets the road—your fans helping your site become a conversion-generating machine.

Why you should put your money into user-generated content

There are a lot of benefits to UGC, and those benefits can be significant. And that’s primarily because you’re not limited to social media when it comes to working with customers to acquire and leverage it—though that’s where a bulk of your gains can come into play.

Consider for a moment that more than half of the adult users on Facebook have around 200 people in their immediate networks, according to Pew Research.

image13

That social network graph looks something like this:
image02

If the algorithm wants all those people to see content from their connections first, it’s in your best interest to get your audience producing or creating content about you.

And that’s not just for the sake of a little (or even big) boost in visibility.

Consumers fully admit they find branded information from their peers trustworthy—85% of consumers, to be exact.

image04

That’s because the vast majority of them find that kind of content to be helpful when they make a decision about whether or not to make a purchase.

Nielsen’s study on this subject showed that 92% of consumers trust content and the opinions of their peers over any other kind of advertising.

image01

UGC also has influence over that trust, according to data shared by Yotpo:

image09

UGC is the best way to beat an algorithm that wants to topple and bury your promotions amid pictures of babies, beards, and breakfast platters.

But you’re not limited to Facebook in leveraging it.

With variations in engagement time across different social channels, you can see where there are opportunities to use user-generated content to drive up engagement as well as increase consumer trust.

image12

Some brands are having a lot of success on other social channels and digital properties with UGC.

Below are a couple of examples of brands that leverage UGC using different channels.

A touch of wanderlust

National Geographic asked users to capture unforgettable people, places, and experiences that have impacted their lives from their travels around the world. The hashtag campaign (#wanderlustcontest) brought in tens of thousands of submissions branded to NatGeo.

image10

And, of course, among those public submissions were some truly breathtaking and awe-inspiring photos people were all too happy to continue sharing.

Ignite user creativity

Nissan’s luxury car brand, Infiniti, ran a campaign promoting its Q30 model, aiming to leverage the content of its fans to help promote the vehicle. The New Heights contest had users print out a marker card that would display the vehicle in 3D when used with their mobile app.

Fans were encouraged to show off the vehicle in unexpected places by snapping pictures and sharing them with a branded hashtag via different social channels.

image07

These two great examples of building campaigns and visibility from user-generated content had a couple of things in common:

  1. They both revolved around contests. While this is a good way to encourage action among your followers, it’s not always necessary to give something away in order to source user-generated content.
  2. These two campaigns were actively asking their fans to provide the content.

This aspect—the asking—is the most important part you need to remember.

Why? Because the majority of brands simply don’t ask. If you don’t ask for it, you won’t get it.

It’s just that simple.

So, what’s the simplest and most effective way to get UGC?

Ask your users to provide it.

If you want UGC, ask your followers to provide it

Brands don’t want to be pushy, but with UGC, you’ve got to approach it like you approach a call to action (CTA).

With a CTA, you’re telling your audience explicitly what you want them to do. It’s been proven time and again that without a clear call to action, you lose conversions.

But only about 16% of brands take the same approach with UGC, expressing to fans just what kind of content they want to see. Without that kind of direction, consumers aren’t sure what’s okay to share.

In fact, 50% of consumers want brands to tell them what they should include when creating and sharing content.

You don’t need to give away a luxury or big-ticket item when you make the ask, but you do need to ask.

Don’t sit and wait for your fans to provide you with gold.

Here are some of the best ways you can start sourcing and leveraging user-generated content for your brand and social channels.

1. Curate user-generated content with Yotpo

I’ve long felt that Yotpo is an impressive platform for sourcing reviews, engaging customers, and utilizing customer feedback to promote growth.

Now, it’s even better than ever.

Yotpo has stepped up its game with the recent launch of the Yotpo Curation tool.

image06

This tool allows you to collect relevant Instagram photos from fans and influencers, displaying them on a single dashboard.

From there, you can tag products and handle rights management (including engagement with the original user to say thanks), inject the photos into your product pages, and even sell from your timeline.

This simplifies the tedium of trying to manually source user-generated images and lets you quickly benefit from the social proof tied to UGC.

In one survey conducted by Yotpo, 77% of consumers admitted they preferred to see consumer photos over professional shots:image03

That’s a clear indication of what you should have on your product pages.

Imagine the impact of having quality reviews alongside images showing off your products being used by actual customers.

It would provide a significant lift in conversions when you consider that 63% of customers are more likely to make a purchase from a site displaying user reviews. A study conducted by Reevoo showed that reviews alone, without any other UGC, lift sales by 18%.

The Yotpo tool turns your customers into brand ambassadors right on your product pages, plus you can create your own shoppable Instagram galleries or post that UGC to other social channels.

2. Build a community

When I talk about building a community, I’m referring to a gathering of people. Literal people in online gatherings.

You may view your social channels as individual and separate communities, but they’re really not. At least not without some kind of organization.

There are a lot of ways to build communities, e.g., Facebook groups, subreddits on Reddit.com, or communities built into your website.

A community you create and manage can give your fans a sense of belonging and make them feel connected to your brand. They’ll share a mix of personal content as well as content related to the brand as they engage with one another.

Through this engagement, you’ll see things like images, videos, and testimonials crop up that are ripe for the picking.

That user-generated content feeds back into the community, encouraging others to generate more of it, and it helps anchor prospective customers who were on the fence about making a purchase.

Giant Vapes is one of the largest online retailers of e-liquid for electronic cigarettes. It also operates a Facebook community, roughly 25,000 members strong. Members regularly share the products they’ve purchased, industry news, their opinions about interactions with the company, praise over shipping and deals, and more.

image05

3. Give them customization and unique experiences

Customization provides your fans and customers with a sense of real ownership. They’ll naturally want to share with their friends and family what they’ve created, and you can play on that desire by asking them to do so.

Whether it’s a customized piece of clothing, a bag, or a vehicle, customization often leads to some great user-generated content.

And sometimes you don’t even have to ask.

Scores of people got excited about the announcement of Nintendo’s Super Mario Maker. Players create their own Mario levels to play on their own or share with the community. Fans, new and old, went crazy when it launched, and YouTube was flooded with the creations of streamers, generating a lot of visibility for the brand and the game.

image11

This video has almost 12 million views to date.

In the same vein of creating unique experiences, Hello Games is seeing images and videos of their game No Man’s Sky showing up all over the web, including a subreddit devoted to the game (a user-created community).

No Man’s Sky features a universe boasting over 10 quintillion procedurally (randomly) generated planets, each with creatures and alien plant life different from the last. That guarantees unique content, and fans have been quick to share images and videos of their discoveries since its recent launch.

image08

When you give your audience something they’ve never experienced before and the chance to create something unique they feel they own, they’re more likely to share that experience far and wide. That builds a lot of trust and provides a lift in conversions.

4. The UGC contest

I touched on contests above with a couple of examples, but in recommending this approach, I wanted to add one more because of the success of the campaign.

Back in 2014, Starbucks invited fans to decorate their white cups with customized art. Fans were asked to submit the images through Twitter with the #whitecupcontest hashtag for a chance to win. There were thousands of entries, and, of course, a constant stream of buzz that drove customers to their local stores.

//platform.twitter.com/widgets.js

I’m mentioning this contest specifically because it pulls in elements from my last point: let users customize and do something unique.

You don’t have to have a multi-million dollar budget to add customization to your product line.

Sometimes, you just need to give your customers a blank canvas and set their creativity free.

5. Use videos on product pages

Yotpo can strap a rocket onto your conversions with user-generated images, but don’t let the rocket run out of fuel.

If you can get your fans and customers generating videos of your products in use, those should be added to your product pages as well.

Explainer videos are great, but there’s nothing that sells a product faster than a video showing real, happy customers, who are 100% satisfied with their purchase.

Here are some quick stats that show how effective product videos really are:

  • 90% of users admit that seeing a video about a product helps them make a purchase decision
  • 36% of customers trust video ads; imagine the trust you gain from earned media
  • 64% of visitors are more likely to buy a product after watching a video online
  • Product videos can increase conversions by as much as 20%

Conclusion

Aside from those five tips, it goes without saying that you should absolutely be using product reviews on your website and social channels such as Facebook.

Leverage that social proof, and find creative ways to team up with your customers.

A large portion of your audience are happy to create and share content for you—they just need to know what you’re looking for.

Tell them how to help, inspire them to get creative, and watch your conversions climb steadily as your collection of UGC grows.

Are you using user-generated content right now to build trust with your audience and increase your brand’s visibility? What techniques are you using, and what’s the most successful?

from Quick Sprout https://www.quicksprout.com/2016/08/24/5-ways-your-fans-can-help-optimize-your-site-for-conversions/
via My Media Pal