Nothing of significance happens overnight. Successful people know it's the small, incremental changes that lead to big results.
It's the same thing when it comes to marketing.
In case nobody's told you yet, there is no “Easy Button” that allows you to magically achieve your goals. (Wouldn't that be nice?)
Maybe this has happened to you…
You've got a new landing page with a great new offer, but the conversions aren't fantastic. You don't just give up on the new offer. You probably put a lot of time into coming up with some kind of a solution for your market.
So what do you do?
You probably look at the headline, how your offer is positioned, the copy on the page, the button, etc.
Sometimes all it takes is a small tweak to make a huge impact.
Here are four small tweaks that, when implemented, could make a big difference:
1. Use scarcity as an incentive for immediate response
Companies often posted video recordings of their free webinars that are available indefinitely. However, I have spotted a trend in which companies limit the availability of the recorded webinar to 24 or 48 hours so they can promote the opportunity as “view now or lose the opportunity,” creating a sense of urgency for prospects.
What to do:
Offer time-limited access to some content, such as webinars, to motivate attendees to take action in a short time span.
Don’t think prospects should be able to watch whenever they have the time (they likely will never have the time or they’ll forget when they do have time).
2. Increase emphasis on survey-based products and services
Marketers have escalated their willingness to involve prospects and clients in the content ideation and production process.
Though marketers have been using free and low-cost email survey programs to ask basic questions to gain general input for years, there is a point when marketers recognize the exponential value in asking their audience increasingly detailed questions that can fuel their product and service development.
What to do:
Break the “I-am-the-expert” model, and replace it with an ongoing process of using your audiences as the true experts in your content development.
3. Increase partnership between content curation and email
Some of my favorite newsletters are brief, frequent compilations of curated links to blog posts, similar to the kind sent by Marketing Insider Group. It offers links to posts on its own as well as other sites.
However, room still exists for thematic or personality weekly emails, like Heidi Cohen’s Actionable Marketing Weekly Newsletter. Her newsletters begin with a personal story, often about living in New York City, plus links to her recent blog posts, upcoming author interviews, and book giveaways.
What to do:
Be aware of the range of available newsletter options, and commit to a content formula that reinforces your brand and balances curation and frequency.
4. Break the topic habit – and focus on serial content
I have been crusading against the prevailing view of content as an ongoing series of disconnected topics rather than monthly themes addressing different perspectives. Taking a theme approach starts by selecting a category for each month’s content and choosing topics for individual blog posts, podcasts, guest posts, etc., that relate to that theme.
What to do:
Choose monthly themes broad enough to be addressed in both long- and short-form content, as well as in different formats. Ideally, each of the monthly themes should be viewed as the building blocks of a yearly book, event, or training program.
You can read more at Content Marketing Institute.
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