Posted in Digital Marketing, Latest Blog, Search Engine Marketing (SEM), Search Engine Optimisation, Social Media

5 Important Ways To Improve Your Landing Page And Convert Customers

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In digital marketing, a landing page is a single web page that appears in response to clicking on a search engine optimised search result or an online advertisement. In practical terms, it’s every businesses online store window and centre of all inbound leads generation efforts and the link back to every campaign that is being executed or live.

Most businesses online put a lot of time and money in driving business to the landing pages through email offers, pay per click advertising, social media ads, search engine marketing campaigns with the aim of enhancing the effectiveness of their advertisement. With return on investment being key in every Marcoms department budget for cutting edge organisation now, neglecting and not refreshing your advertising landing pages could lead to bad returns for your advertising spend. Ignoring this could lead to high bounce rates and a lower conversion rate.

How many times have you clicked through an ad, specific to your needs and found yourself on a page that has no relevance to the link? What action did you take? Leave…off course! By spending time designing appropriate landing pages, tracking results, using data analytics to improve conversion, and consistently conducting tests along the way, companies will be able to create a more positive user experience and convert targeted traffic into qualified leads for maximum revenue.

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Here are 5 easy tips that you can use to start converting more web traffic to qualified leads:

  1. Think Mobile Friendly and Be Responsive – With mobile devices now holding one third of all Internet traffic flow, businesses can no longer ignore the importance of designing mobile friendly landing pages. Customers are constantly on the move now and viewing content on their mobile devices (tablets, smart phones)
  2. Consistent Messaging and a Clear Call to Action – Make sure there is consistent messaging throughout the click-through process for the web user. The Call-to-action should be consistent from your online ad campaign to the landing page. The visitor wants to know what they will receive when they take the action you are pushing them towards. For example, if you are after capturing their data information by offering a free downloadable PDF document as bait, then make it clear – once they fill out their details they should receive the PDF momentarily. This builds trust between you and your customers, from the beginning of the process as they understand what you are asking them to do. Please avoid any hidden nasty surprises.
  3. Attention Grabbing Subject lines with Motivations – Having a click-worthy subject line is important in capturing early interest and engaging web visitors, encouraging them to continue reading and learn more is vital. Just like newspapers and magazines, the headline needs to be relevant and a teaser for what the content is going to include. Descriptive enough that the viewer will understand that it is relevant to them but still a little intriguing that it creates overall interest.
  4. Customer Testimonials and Reviews – Customer reviews are a great way of building trust and establishing your integrity as a brand. Another way of getting across your companies achievements and successes is highlighting current customer testimonials about your product/service or solution with how it has benefited other users.
  5. Build Trust and Reassure your Customers – often the traffic you have generated from your ad campaigns are unfamiliar with your brand sometimes but have reacted to your content. Including any recognisable industry awards, certifications, associated partners clearly on your landing page does help to reassure visitors of your credibility as a trusted brand.

Lastly, it is also important to have some value proposition, features and benefits somewhere on your landing page briefly being mindful of too much text as it makes the page too heavy.

Posted in Business, Latest Blog, Social Media, Technology

The Volkswagen Scandal – A Mucky Business

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Volkswagen’s reputation is now on the line for misleading the US Environmental Protection Agency (EPA). The automotive German car maker manipulated emissions data to make their cars appear more eco-friendly than they actually are….a shocking revelation? The scandal was realised on September 18th, when America’s EPA revealed that several diesel-engined VW’s and Audis had a software switched NOx-controlling technology on only when faced with the highly predictable sort of demands seen under testing conditions. NOx-emissions limit for a fleet of cars is 0.07 grams per mile (0.04g/km) and under normal conditions the VW cars were 40 times over the limit.

Volkswagen was ordered to recall around half a million cars in America to fix the software issue. On September 22nd Volkswagen admitted that 11 million vehicles worldwide has the same problem and needed to be recalled to fix the ‘’noticeable deviation’’.

What is consequence for Volkswagen Brand Reputation?

For the company this may result in a huge fine amounting to over $18 billion (£11.6 billion). What’s more, the VW’s brand core values – reliability and efficiency – are now tarnished, with Martin Winterkorn, VW Group CEO, admitting to “breaking the trust of (our) customers and the public.”

More than 3 million people die prematurely each year from outdoor pollution and without action deaths will double by 2050. This staggering revelation just shows how vital clean air is to the public’s health, and how Volkswagen’s unethical practises as a corporate brand are not to be taken lightly.

How is this going to affect UK motorist?

With 482,000 cars sold and a maximum fine of $37,500 per vehicle under the clean air act, the Department of Justice could in theory fine VW $18 billion. In practise this fine seems lot less severe as this is not the first time it has happened in the automobile industry. General Motors, ignoring problems with ignition switches that directly claimed 124 lives and got punished with a fine of $900 million in the US last month. In 2014 Toyota was fined $1.2billion when it had to settle a criminal investigation into its handling of unintended acceleration problems that resulted in 8.1 million cars being recalled.  I do not know the reason why most scandals are first spotted in the USA as it looks like with all the red tapes and regulations in the EU, none of these countries have the balls to enforce such emission problems within the region.

The UK government has now launched a programme to test a range of diesel cars which could lead to testing other types of emissions, such as carbon dioxide (CO2). Should in case it turns out that your car is affected, there are a couple of ways this may impact on you as vehicle excise duty (VED) is based on CO2 emissions. This can result in cost implication for British motorist meaning, you may end up forking out more for your road tax.

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Are cars being recalled?

Volkswagen is a brand that holds its corporate value really high, and it’s a go-to manufacturer when it comes to buying an efficient and reliable car – a known fact about country of origin effect planted in the minds of consumers in marketing. However, this may no longer be the case with consumers now having doubts about such great brands. According to the CEO of Volkswagen Group of America, Michael Horn, “We have totally screwed up”.  Now drivers may start thinking twice before buying a VW motor. I wonder what they would be doing to all their marketing materials such as datasheet and brochures – which had value preposition of efficiency, reliability and environmentally friendly cars as content? Your guess would be as good as mine….

With Volkswagen operation temporally ceased in the USA until all affected cars are recalled and fixed to guarantee accurate results, this is going to impact the company’s sales largely as thousands of Golf, Passat, Jetta and Beetle models are involved. This scandal has paved the way for authorities to also investigate other brands that fall under the Volkswagen Group umbrella, such as Audi, Skoda, Lamborghini, SEAT and Porsche as they might also have falsified emissions data. According to Greg Archer, clean vehicles manager for the European Federation for Transport and Environment, says “Exactly the same technology is used in Europe as it is in the US, and tens of millions of cars have been sold since 2009.” The European Commission has launched their own investigation and will also look at existing data provided by the EPA. This means that potentially millions of cars on British roads might have to be recalled and fixed to meet emissions standards.

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Will VW owners fail MOT’s if they ignore recall in the UK?

According to Patrick McLoughlin, the Transport select committee is considering plans to change MOT tests if people fail to respond to Volkswagen’s recall in wake of diesel emissions scandal. Volkswagen owners who ignore the recall of their vehicles following the diesel emissions scandal could fail their MOTs under plans being considered by ministers in parliament.  He told MPs that if there is a “wider problem” and people fail to return their vehicles he will consider changing MOT tests to ensure that “cars are operating legally and correctly”.

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Posted in Digital Marketing, Latest Blog, Search Engine Marketing (SEM), Search Engine Optimisation, Social Media

Social Media Round-up for October – What’s new for Facebook?

facebook latest updatesFacebook

More than 1 billion people logged on to Facebook 2.39% on Monday 27th August 2015, marking the first time the social media giant had surpassed 1 billion users in a single day. According to the founder Mark Zuckerberg profile page “On Monday, 1 in 7 people on Earth used Facebook to connect with their friends and family,” the entrepreneur wrote.

As ever, nothing has stood still with this social media giant, with July seeing a big focus on video. It has announced that actions on videos will now count towards News Feed rankings, with key indicators such as users turning sound on or making a video full screen taken as showing interest in the content, even if it is not subsequently liked.

Secret videos for publishers have also been announced, which “give Page owners the ability to upload videos that are accessible only via a direct URL, but which are not searchable for people on Facebook. This is useful for publishers who want to host videos on Facebook, embed them on third-party sites or share them with anyone who has the Uniform Resource Locator (URL), without posting them anywhere else on Facebook.”

Facebook has also launched an enhanced video upload process and library, to give more control over how videos are organised and shared. It is also testing the idea of floating videos which pop out of your feed but continue playing as you scroll, as well as a watch later button.

There is also a new videos tab in page insights, giving users an easy and quick way to check video performance and Facebook has also given advertisers the option of only being charged once videos are viewed for over 10 seconds, instead of immediately.

“Liking” on Facebook is about to get interesting……. with new ‘reactions’ emotions – Are you ready!

Facebook would be rolling out several emotions you will be able to use soon – (Thumb fans, don’t despair, that’s not going anywhere). These reactions will let users express love, laughter, happiness, shock, sadness and anger going forward.

How is this going to work?

This functionality would work by hovering or long-pressing the Like button and selecting the relevant emoji that you want to put in your message. The status will then count how many likes, loves, angers, etc. you’ve had.

According to Mark Zuckerberg, the social network was finally working on a “dislike button” after years of calls from loyal users. At the time, he said he wanted people to be able to show empathy, but not to put down other people’s posts.

Facebook’s chief product officer, Chris Cox assured users the new “expressive like button” is being rolled out in a test run starting in Ireland and Spain. “As you can see, it’s not a ‘dislike’ button, though we hope it addresses the spirit of this request more broadly.”

According to Chris Cox, the social networking site studied the comments and reactions most commonly expressed across Facebook before coming up with what he calls an “elegant and fun” design around them.

The company has assured it users it hopes to roll the feature out to everyone soon.

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