Let’s suppose for a moment that after reading my last blog post, you’ve decided that your website (or pay per click ads) would deliver more value if you did some A/B testing to decide what worked best. Great. Now all you have to do is figure out what comes next. […]
Deciding exactly what to do with your business’ online marketing can be a real challenge. Let’s say, for example, that your website gets plenty of traffic but you don’t think it’s bringing in as many customers as it should. The site is informative and it looks nice — hey, there’s even a call-to-action featured prominently on the home page — but only a tiny fraction of your site visitors are following through by submitting a contact form or sending in an email. A junior rocket scientist on your staff suggests that maybe something on the site should be changed to drive more conversions. All you have to do is figure out what sort of change will deliver the higher conversion rate your business needs. […]
The market today calls for more online brand monitoring than ever before. As trends continue, we will see more and more review sites appear. There are many surveys and statistics that show how much consumers are influenced by online reviews. Some studies suggest that up to 90% of purchasing decisions are influence by online reviews . One bad customer experience can now create such a buzz through online resources that your business strategy and success can come crashing down. In this article you will find tips and resources to help get in front of your brand’s reputation online and appear positively in front of the consumer. […]
Back when the Internet was a lot younger — say around 1998 or so — great domain names were still pretty easy for a website owner to come up with. Unless your business had a really common name, you could probably buy a domain that matched, or at least matched closely enough that people would remember it. Domains were a little bit harder to register and cost more (inflation-adjusted, anyway), but you could always find something decently memorable that didn’t have too many consonants in the middle of it.
That’s not so much the case anymore. Looks like all of the easy stuff is taken, which is why so many websites have domain names that read like something from the bookmark list of famous comicbook villain Mister Mxyzptlk. (Don’t get any smart ideas. “Mxyzptlk.com” is taken.) […]
Does anybody remember 1-inch analog video tape? Back when I was a lad (which I’ll define here as “when I still had hair”), if you wanted to learn how to edit video, 1-inch video tape is what you worked with. A video editing console was as big as a Volkswagen, had knobs the size of baseballs and hummed along on a three-phase power supply that needed an air conditioning booster just to keep from igniting the fabric of your bell-bottom blue jeans.
Video technology has changed a lot over the years. One thing that hasn’t changed, however, is the essential grammar of visual communications. Just as every natural spoken and written language has a grammar — a set of structural rules that governs its composition — the international language of video has a “grammar” all its own. […]
As I’ve mentioned previously, the difference between a confusing visual mash-up and an online video that can help you sell often boils down to what happens after you shoot the video. Post-production — what you do with your video editing software — is where you assemble the whole project and get it ready to go in front of your potential customers.
You don’t need to develop professional-grade editing skills to produce a solid sales video. The basics of editing a sales video are straightforward — you just need to apply them consistently. Here are three important areas to focus on when you take your online sales video into post-production: […]
If you’re even a casual user of social media sites like Facebook or Google+, by now you’ve probably come across at least one or two businesses that have some sort of presence on them. Maybe you’ve “liked” them, “fanned” them or “connected” with them. Think about it the next time you click on one of those little buttons or icons: You’ve just made that business very happy, because you’re directly engaging with its online marketing. […]
Now that you’ve had some success with the basics of making a video for your website (you are using my Tips for Online Video That Sells, right?), you’re no doubt impatient to absorb some additional pointers that will make your videos even more useful. You still won’t quite be ready to take your clips to the Sundance Film Festival, but even small improvements can give your online videos more selling power. […]
I know what you’re thinking: “Oh great, not another social media website that I have to manage!” Yep, that was my reaction to Google+ when it was released last year too. Regardless, I did my part as a web professional to set up an account shortly after it was introduced in order to familiarize myself with it. […]
Most business owners have heard the old saw: Marketing is the gas that makes your business go.
If consumers don’t know who you are and what you do, they can’t do business with you. Simple enough, right? But let me ask a follow-up question: What kind of gas mileage are you getting from your marketing? Don’t take a guess; speculation won’t do. Unless you want to risk a lot of wasted money, you need the hard numbers. […]
The proliferation of small, inexpensive video cameras, coupled with the ease of online video sharing, has made wildly gyrating, poorly composed videography with garbled sound commonplace in the public eye. But just because people have seen a lot of poor video doesn’t mean they like it. Bad video is often good for a laugh, but it’s not going to sell much of anything. […]