Need a CTA Button? Get One for FREE

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CTA stands for Call to Action, and on your website it should be a button.

When I meet with clients the first thing I ask them is:
What do you want people to do?

Obviously there are many things that can be done on your website, but what is the most important? If you had a choice, what would you want people to do? What is the best ACTION a visitor can take for YOUR business? This is your Call to Action.

Why a Button?

Many studies have been performed around the best way to present the call to action on your website. The size, shape and color of your button has been discussed ad nauseum. The most important thing to remember is to have a limited number of CTA’s per page. A single CTA is the best.

As for size and color, the goal is to make sure it stands out. The key is to make it HIGH CONTRAST so it pops out on the page.

The Blur Test

Not sure if your CTA button stands out? Try scrolling up and down the page fast enough that you can’t read the copy. Do you still know where to click? Or you can try blurring out the copy and see if it is still clear where to click:

 
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Even with the copy blurred, you still know where to click, on the high contrast red CTA button.

Get Your Free CTA Button

Yes I actually created some promotional buttons you can pin on your shirt, backpack or denim jacket. But if you want a CTA button that helps your website I will add one to your site for free as well. Click the button below to send me an email and get your free CTA button.

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HOW TO: Hire Someone for SEO - Learn what Google recommends when it comes to hiring for SEO

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I came across this great video from Google's Maile Ohye offering tips on how to hire someone to help your website get found using SEO (Search Engine Optimization):

 

SPOILER: Build a quality site that is good for your customers.

She goes into detail about linking, audits and optimizing, but upfront she shares my sentiment that the key to SEO is focusing on creating a great experience for your customers. After all, what Google is trying to do is send their customers to sites that provide a good experience.

It’s easy to be fooled by slick salespeople telling you that you will rank #1 and gain all the web traffic overnight. It takes time to build your business and reputation, online and in the real world. Slow and steady wins the race.


Want to know more? Check out Internet Marketing for Newbies.

 
 

HOW TO: Define Your Key Offer to Connect with Customers and Increase Sales

Netflix’s key offer is to start a free trial

Netflix’s key offer is to start a free trial

 

When working with clients I help them focus on providing a key offer. A key offer is technically a sales promotion tool. Sales promotions are a good way to break into a market by providing a motivator for new customers to try your product. Sales promotion is usually confused with personal selling because the term “sales” is used.

While they work well when used together, they are different marketing tools. Personal selling is the process of interaction between the seller and the consumer while sales promotion is the use of specific incentives or rewards to induce trial of a product.

Inducing Trial

Sales promotions typically offer a discount, rebate, or reward for trying a new product thus reducing the perceived risk for NEW clients to try a product.

For example, if you can buy the new “Brand X” toothpaste for half price with a coupon, then theoretically you have reduced the risk of trial by 50%.

The idea is that once the clients try the product, they will be sufficiently impressed to continue to purchase the product at the regular price. You are demonstrating to the consumer faith in your own product by providing incentives.

Types of Sales Promotion

  • Coupons

  • Buy one, Get one (BoGo)

  • Free with purchase

  • Bonus-size packages

  • In-store specials and sales

  • Contests

  • Loyalty programs

  • Sweepstakes

  • Rebates

  • Events

Make Them Effective

Be wary of discounts – when you lower your price, you are lowering the perceived value of your product. This makes it difficult to charge full price later. A good approach is to offer a buy one, get one scenario (BoGo). For example, buy one at full price and get one at half price. This helps you cover the cost of your promotion and does not devalue your product. In fact, it reinforces the value that you are offering.

Target carefully – if possible, only give coupons to new or potential customers. Your current customers should happily be paying full price.

Set a Time Limit – Sales promotions should be used for only a limited time. Always have an expiration date - the shorter, the better. Long-term expirations diminish urgency for consumers. Often they will set the offer aside and forget about it until it is too late. Another reason to limit their duration is that extended or continual sales promotion activities lead to a devaluation of the product in the eyes of clients. If there is always a coupon available for half off, they will not ever want to pay full price. The goal is to get customers to use the product and then pay the regular market price. Unlimited sales promotion for an item is not really sales promotion; it is a lowering of the price, which is not a good idea.

Develop Your Key Offer

You must develop a key offer that will take down the barrier between you and new customers. When I started promoting my marketing consulting company, I offered people the ability to download my marketing books for free from my website. While getting my books for free is a good value, it was not generating new clients.

My focus is on digital marketing and helping people get customers from their websites. Before I met with a potential client, I would always look over their website. A friend recommended I start offering website audits, which I did, and my business was transformed. Suddenly I was being rewarded for something I was already doing but not publicizing.

I realized that saying that I did marketing consulting or optimized websites still left a barrier in starting conversations with potential clients. I assume they were wondering “how much does that cost? What does that mean exactly?” and “I don’t want to waste his time.” By offering a free audit, I take those objections out of the equation and get the conversations started.

I now meet with a lot of people and go over their websites with them, and a certain percentage of them become paying customers.

One of the first things I do with my clients is to help them define their key offer to their customers. I have an attorney that would always provide the first meeting for free, but he did not tell people that. Now the focus of his website is to offer people a free consultation.

What is the key offer you can make that will take down the barrier between you and new customers?

Make it Digital

Call to action for Carla Jones Real Estate

Call to action for Carla Jones Real Estate

Since I focus on digital I help clients build websites that lead visitors into accepting their key offer. Whether starting a trial, downloading a guide or booking a consultation, the goal of the site is to generate a connection with qualified leads. Typically you will see a button with this offer prominently displayed on the site. What is your key offer? How do you communicate this to your target audience?


Need Help Defining or Promoting Your Key Offer?

Daehn's Hierarchy of Digital Marketing

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I am an expert in digital marketing. An important skill for experts is to be able to take a lot of information and boil it down to the essential must know components for success.

We live in an age of information overload. Learning about digital marketing is but a Google search away. What I present here are the four areas that are foundational to a successful digital marketing strategy.

They are chronological and should be built out in order.

1st Website

Your website is your most important digital asset. Everything you do should be built on driving traffic to your website. Your site should be built for conversion and turning visitors into customers. Content is key to creating a well converting website.

2nd Email

Email is the primary form of digital communication. Your website should be built to obtain email addresses so that you can continue to talk and market to your site’s visitors and customers. Automated campaigns, confirmations, onboarding, triggers, reminders, customer service and newsletters are all important components of your email strategy. Email should be used to distribute content from your site, and drive people back to your website for conversion.

3rd Social Media

The best social media builds a community around your product or service. This requires interacting and building relationships. Social media should also be used to distribute content from your site, and drive people back to your website for conversion.

4th Paid Ads

If the first 3 areas are in place and you still have a budget and/or need to generate leads, you are ready for paid ads. Ads should drive traffic to specific areas of your website and/or landing pages that directly relate to the content of the ad.

Need help with your digital marketing strategy? Let me know.

Why You Must Claim Your Business on Google

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Claiming your business listing on Google is one of the most important things you can do. The good news is that It’s pretty easy to get done, and it’s free.

I work with a lot of small business owners that don’t have a large marketing budget. They want to know how to get started and the best place to focus their resources. I always emphasize the hierarchy of digital marketing: 1st Website, 2nd Email, 3rd Social Media, 4th Paid Ads.

But a quick thing you can do today is to claim and update your business listing on Google. This provides the info people will see when they search for your business directly, or a product or service that you offer.

This listing is shown to potential customers based on geography. So if you type “Italian Food Near Me”, Google will display Italian restaurants in your area.

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This is why you want to claim your listing and make sure the information is correct (hours, location, pricing, etc.)

These listing also provide ratings and reviews for your business. By claiming your listing you can interact with people leaving comments about you.

Go to Google.com/Business to review or claim your business today.


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PS - Google just added the ability to add a Shortname for your business. Make sure you claim yours before someone else does.

A New Look for Your Google Results

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Google's New Look

Just a quick word on an updated look for Google's Mobile Search Results. They will soon be adding a logo for your brand next to your name on the page. This is the image that appears in the browser tab - also known as a favicon.

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If you need help adding or updating the favicon/logo for your website, I can help.

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Read the full details from Google

Let me know if you need help updating your favicon.

HOW TO: Pass the Google Analytics Individual Qualification (IQ) test (GAIQ)

Yes, I passed, w00t!

I did not even know there was a Google Analytics certification a week ago. When I stumbled across the designation I said "I should get me one of those." I've been using GA for years and figured a certification was within my grasp. It took me about 8 hours of study and $50, but I got it done.

OK, this is more the story of how I passed the test than an authoritative guide, but I hope it helps. I did the most logical thing first, I Googled "Study Guide for GAIQ." I found some great advice, but I think this post did the best job:

Passing the Google Analytics Individual Qualification (GAIQ) Test

Everyone who has taken the test says to watch all the videos provided by Google in Conversion University and I concur. I usually hate watching videos for training because they tend to suit the slowest learners. I like to read, skim and hone in on things I don't already know. These videos are well done though. They are really more like slide shows with a few videos dispersed throughout. They go quickly so I paused and re-watched a few slides that I needed to study more.

I had a second laptop setup as suggested, but I found it was easier to open a second browser than to change computers. Note: You need a second browser not a second window in your browser. I used Chrome for the test and Firefox to look up answers I was unsure about.

One thing I did not like about the test were all of the questions that were not in the study materials. A few I could not find even after Googling for answers and scouring the GA help section. I took my best guess on those.

I did learn some new things by going through all of the training materials. Definitely worth the effort. If you are a regular user of GA, I recommend getting this certification. Good luck!

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OVERVIEW: Getting Started with Google Analytics

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I put together this quick overview of Google Analytics for my clients. Google Analytics is a fantastic tool that every website owner should be using. It has so many powerful tools it can be overwhelming, but don't be intimidated.

Every site owner should have some key performance indicators (KPI's) that they track. Things like visitors, sales and traffic sources are easy to set up and follow.

And like a lot of Google products, Google Analytics is free. So get started by visiting Google.com/Analytics.

TIP: Boost User Experience By Adding Hyperlinks

I got the above email from my daughter's grade school the other day. Sure there are many things that could have been added to this email to get my attention like what the newsletter contains, that there is important information I need to know, maybe even a line from the person or organization that sent the message. Not to mention the CANSPAM Act mandated unsubcribe links or a physical address.

But the one thing that could save this email is a hyperlink.

All the schools are given long URL's containing some combination of edu/us/k12/kitchensink. I can't ever remember it, and even if I do, now I have to hunt for the newsletter link.

I appreciate that schools are embracing technology, and I give them points for trying, but next time send me a link please.

A good rule of thumb for them, and you too, is "When in doubt hyperlink."

 

Are your emails useful? Is your site easy to navigate? Do you take the guesswork out of how to find information on your site?