How to Optimise Conversion Rates and Boost Sales

My Post (8).pngGetting visitors to your website can be challenging and expensive, so it is important that your site is optimised to convert as many of them as it can into customers. In this post, we’ll explain what conversions rates are, why they are important and how you can optimise your website to increase your rates and revenue.

Conversion rates explained

Conversion rates are not difficult to understand, but they are a crucial metric that lets you see how well your website is performing. Basically, a conversion rate is the percentage of your visitors who carry out an action that you want them to take. A website could have several conversion rates that it monitors, such as the per cent of visitors who buy products, subscribe to marketing emails, become members and so forth. Finding out what the conversion rate is for each of these actions can help you discover ways to improve them and increase overall sales.

Calculating a conversion rate is fairly straightforward. You simply divide the number of conversions by the total number of website (or web page) visitors and multiply this by 100. So, if 2000 people view your email sign up form and 50 sign up, your conversion rate is

(50 / 2000) x 100 = 2.5%

Ways to improve conversion rates

There are many things that websites do to drive their conversion rates upwards. Here are some of the most used and proven techniques.

A/B split testing

Sometimes, small changes can have a big effect on conversion rates, such as changing the colour of a call to action button, rephrasing a headline or showing a different image. Netflix, for example, has learnt that different movie images appeal to different people, so the images customers see advertising a movie will have been specially chosen to appeal to them.

The common way to test what works well and what doesn’t is to use A/B split testing. This allows two different versions of your web page (A & B) to be served randomly to different users. If one of these has better conversion rates than the other, you can ditch the poorly performing page in favour of the one which performs best. By constantly thinking up new ideas and split testing them, you can always work towards driving the conversion rate higher.

Some split testing tools are more advanced. They can use other data, like browsing histories, and add this to the mix. Like with the Netflix example above, this may tell you that one version of your page performs best with one group of visitors while a different version is better at converting others. This way, you can personalise your content to optimise conversion rates even more.

Remove conversion barriers

If the aim of your website is to fulfil your conversion goals, then you need to remove any distractions or obstacles that delay, prevent or put the visitor off taking the action you want. You can do this by removing any unnecessary content from pages, improving navigation so that finding content is easy, making it clear what your calls to action are and how to take them and streamlining the actions that need to be taken. This latter point is particularly important: if your user has to visit several pages and fill in a lot of information to buy a product, some of them are going to abandon your site in the process. The quicker and easier you make it, the more conversions you will make.

Make use of live chat

The use of live chat has increased dramatically over the last few years and for good reason, it has been shown to have an important effect on improving conversion rates. Its main use is that it enables visitors to ask questions there and then about products and services; helping them find information that’s either not on your site or that they have been unable to find. As this is given to them while they are still visiting your site, they remain potential customers during the conversation and, if happy with the answers and the quality of the chat, are much more likely to make a purchase. The simple fact that visitors use live chat means they are already thinking about purchasing, helping them at this point, before they look for answers on competitor sites, can be very beneficial.

What’s more, by deploying AI chatbots to operate your live chat, you don’t need a human to do the work for you and the facility can remain online 24/7. – Read more

A Beginner’s Guide to Lead Generation

My Post (2).pngAre you curious about lead generation?

Would you like to know the key definitions, tactics, and learn what a good lead generation process looks like?

Then stick with us and read this beginner’s guide to lead generation.

What is a lead

Let’s start by defining what a lead is.

A lead is someone who’s shown interest in your offer(s) and handed you their contact details so you can continue the conversation, for example, via email or phone.

Keep in mind that every company, marketer, or a salesperson may have their own definition of what a lead is or what makes a lead good.

What is lead generation

Lead generation refers to the process of attracting people who aren’t in your database yet, convincing them to provide you with their contact details, and guiding them through the buying process until they’re ready to talk to your sales team and/or make a purchase.

Editor’s note: Looking for a simpler way to generate leads? Thanks to all of the built-in tools and integrations, GetResponse is the only lead generation software you’ll need. Go ahead and learn more!

Why is lead generation important

To survive, your company needs leads.

Even if you have a big sales team that’s continuously reaching out to prospective customers on LinkedIn or Facebook, growing your business can be hard.

In the past, consumers used to contact salespeople to learn about the products or services they’re interested in.

These days, a lot of consumers choose to do their own research – they check review sites, community forums, social media, or test the product themselves if a free trial is available.

The answer to this is current reality is to establish a reliable lead generation process. If you’ve got one, you can grow your customer database in a cost-effective and scalable way.

Lead generation process

In a nutshell, a lead generation process breaks down into four steps:

1. First, you need to capture a stranger’s attention and get them to visit your landing page or a website.

You can do this, for example, via a Facebook Ad or an engaging post on social media.

2. Next, you’ll want to convince your website visitors to provide you with their contact details.

You can do this by offering your visitors a piece of content that they can access after filling out a form on your landing page. Marketers refer to this as a lead magnet.

3. After the visitor fills out the form – and thus has become a lead – you’ll need to nurture them with your marketing communication until they’re ready to buy your product or service.

Usually, you’ll do this through a mix of channels, mainly email, webinars, paid ads, and in-app notifications.

4. Once your lead is ready to buy your product or service, you can direct them to a page where they’ll be able to place their order or pass them onto your sales team.

Naturally, the buyer’s journey doesn’t end here. Even if you’ve closed a sale, you’ll want to keep engaging your customers and turn them into loyal brand advocates.

This process is mostly done through the use of marketing automation and is a part of a broader concept, often referred to as lifecycle marketing.

Types of leads in lead generation

As you can imagine, not all leads are the same.

We distinguish several types of leads based on how qualified they are and what stage in the buying process they’re at.

The two main types of leads are:

Marketing Qualified Lead (MQL)

An MQL is simply a lead that your marketing team deems likely to turn into a sale eventually, and therefore qualifies for additional marketing, but isn’t yet ready to receive a sales call.

An MQL does not represent a done deal – the prospect is generally not ready to buy just yet. Nonetheless, marketing qualified leads are more likely to turn into customers compared to regular leads.

Some factors that help identify MQLs are as follows:

  • Lead requests information via email but doesn’t ask to be contacted.
  • Lead downloaded content from your website (ebooks, tip sheets, infographics, etc.)
  • Lead visited your website numerous times to look at relevant product or service pages.

Sales Qualified Lead (SQL)

An SQL is a prospective customer that has been researched and vetted – first by your marketing team, then by your sales team – and is deemed ready for a direct sales push. – Read more

What Is Cost Per Click (CPC)? 9 Tried and Tested Ways to Optimize Your Advertising Campaigns

My Post (30).pngIf you are just getting started with PPC (Pay Per Click), there are a lot of things that you need to understand to run your paid campaigns effectively. One of these is CPC (Cost Per Click).

While CPC appears to be the price that you pay for each click that your ad receives, it is much more than that. CPC is one of the most important metrics that you should be measuring and optimizing to ensure a good return on investment. The CPC that you pay plays a huge part in your campaign’s profitability. In this guide, we will look at the proven methods of bringing down your CPC:

  • What is Cost Per Click (CPC?)
  • How is Cost Per Click Calculated and How Does it Work?
  • What is the Cost Per Click for a Keyword and How Can You Find This Out?
  • The Phasing Out of Cost Per Click in Google and Bing Ads
  • 9 Tried and Tested Ways to Improve the CPC for Your Ads

What is Cost Per Click (CPC?)

Every time someone clicks on one of your PPC (Pay Per Click) ads, you are charged for the click. However, you can set the maximum price that you are willing to pay at the keyword level. This means you can bid higher or lower depending on the intent of the keyword and its value to your business.

The CPC is the actual price that you pay for these clicks based on the keywords that you are bidding on. How much you pay for clicks impacts a number of different areas of your campaign’s performance, including:

  • How many clicks you receive for a set budget.
  • How visible your ad is and how frequently it is shown.
  • The ROAS (return on ad spend) of a campaign and its profitability.

Running a successful campaign is all about driving the highest ROI without missing out on opportunities for sales or leads. Set your bids too low and your ads aren’t shown frequently enough or they aren’t driving conversions. Set your bids too high and you will impact the profitability of your campaign.

How is Cost Per Click Calculated and How Does it Work?

One thing that is important to note is that the max cost per click that you set for a keyword isn’t the same as the final price that you pay. In fact, you only pay the minimum amount to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below you.

But let’s clear up some confusion. Max CPC and Average CPC aren’t the same as the Actual CPC you pay.

Max CPC = The maximum price that you are willing to pay per click, set in your ads account.
Average CPC = The total cost of all of your clicks divided by the total number of clicks. 
Actual CPC = The actual price you pay for a click.

Here is how your actual CPC is calculated:

Competitor Ad Rank / Your Quality Score + 0.1 = Actual CPC
There are many other factors that influence your actual CPC, too. And in this guide, we will go over how you can work to reduce your cost per click and optimize your ads.

What is the Cost Per Click for a Keyword and How Can You Find This Out?

When you are in the process of building out a PPC campaign, you want to be able to set your daily (or monthly) budgets and estimate how much your CPC will be across the keywords you are going to bid on.

You can find this insight by using the SEMrush Keyword Magic tool. Enter your desired keyword and you will be presented with your keyword and a list of related keyword variations. You can also see the average CPC that advertisers pay when a user clicks on their ad.

In this example, we are looking at how much it will cost for a click on an exact match keyword of [LA Lakers Jersey].

https://static.semrush.com/blog/uploads/media/37/16/371679b0f55f17b565fbd3e2bb407f3d/la-lakers-cpc.png” data-source-height=”966″ data-source-width=”4578″ data-gtm-vis-has-fired-9025619_57=”1″ />SEMrush Keyword Magic tool

We can see that the average cost per click on this exact match keyword is $0.43.

Another alternative is to use the CPC Map to gain a location-based or industry-specific average as to how much the average PPC click costs. This can be useful when trying to determine an approach to geo-targeting that could help you improve your campaign’s ROAS.

https://static.semrush.com/blog/uploads/media/1d/3c/1d3c640e645583f221e03e19142de4b7/US-CPC-Map.png” data-source-height=”2548″ data-source-width=”4610″ data-gtm-vis-has-fired-9025619_57=”1″ />

You can also gain insights into how much your competitors are paying per click by using the Advertising Research tool. You can enter any domain and receive results that indicate what their average CPC is across different keywords, understand their bidding strategy, and determine which keywords are likely to be profitable.

From this, you can benchmark what you need to pay per click to advertise above this site.

https://static.semrush.com/blog/uploads/media/da/47/da47d375d32fd0aa80d3e39dc9396719/advertising-research-dicks.png” data-source-height=”1752″ data-source-width=”4634″ data-gtm-vis-has-fired-9025619_57=”1″ />

The Phasing Out of Cost Per Click in Google and Bing Ads

Historically, advertisers have had full control over the maximum CPC that they pay for ads and most campaigns were set up using a ‘manual CPC’ bidding strategy. However, PPC is no longer based solely on either a CPC or CPM (cost per thousand impressions) model.

We now see many types of different bidding strategies. These are just some of the more common ones, to name a few:

  • Manual CPC (manually setting maximum click costs)
  • Target CPA (bidding based on a target cost-per-acquisition)
  • Enhanced CPC (using smart bidding, Google will decrease or increase your bid based on conversion potential)
  • Target ROAS (bidding based on a target return on ad spend)
  • Maximize Conversion (bidding set to maximize the number of conversions for a budget)
  • Maximize Clicks (bidding set to maximize the number of clicks for a budget)
  • CPM Bidding (paying per thousand impressions)

You can learn more about the different bidding strategies here. It is important to know that you are no longer tied to only manual bidding and that there are a number of alternatives to help you to optimize your campaign costs. – Read more

 

What are PPC KPIs and how do you choose them?

My Post (28).pngWhen I was new to paid search I kept hearing about KPIs and whether or not they were being met. However, I don’t recall someone sitting down and talking me through the process of picking out KPI’s for each campaign objective.

KPI’s are often briefly discussed when creating strategies while tactics are more heavily prioritized. The opposite should be true.

KPI’s should be driving tactics and not the other way around.

Picking the right KPIs in any industry can help drive strategy and assure your client or boss that you’re heading in a positive direction. In this post, I’ll define KPIs, their importance, and provide 4 tips to choosing the most effective KPI’s.

What are PPC KPIs?

In the PPC world, KPI’s (key performance indicators) are metrics you’ve identified as the most important because they measure the true success of your campaigns. They should be tied to the goals of your campaign and help you understand which actions you need to take to reach your goals.

For example, if the goal of my campaign is to drive a high quantity of webinar sign-ups via a website form, my KPI should be the webinar sign-up conversion (which hopefully I’m tracking and syncing with my paid search account).

Why are PPC KPIs Important?

Since KPIs are closely aligned with the goals of your campaign, they’re important because they help keep your goal in mind when making decisions. Therefore, it’s important to know the goals and objectives of your campaign, before picking your KPIs. Without clearly defined goals, you can’t take the necessary steps to measure success and provide value to your client or boss.

Note: You may have secondary KPIs, too. You should not only rely on tangible metrics like conversions and ROI. Just like there can be secondary goals, there are also secondary KPI’s that can help ensure you’re on the right path to success (i.e. achieving your goals).   – Read more

How to Create the Ultimate Lead Capture Page: 11 Tips for 2020

My Post (26).png I created my first lead capture page four years ago when I started my business. Let me confess to you now: I didn’t have a clue what I was doing. I wanted to advertise my services, grow my brand, build an audience, and land clients. And I thought I’d created a campaign that would do all that and more.

But I’ve learned a lot since my first campaign—and what I know for sure is that I did almost everything wrong. 

So whether you’re just starting your marketing journey or trying to improve your conversion rates—aren’t we all?—here’s what I wish I knew when I created my first lead capture page. Follow these 11 tips to bring in more prospects and overachieve your campaign goals.

What’s a Lead Capture Page?

A lead capture page is a type of landing page that offers your audience something in return for their email address or other information. This means that any page with a form on it can be considered a type of lead capture page—including ebook download pages, demo request pages, or newsletter sign-up pages.

Unlike other pages on your website, a lead capture page only has one goal: exchange a lead magnet (or reward) for your visitor’s info. Get this exchange right, and you’ll be able to turn more of your fans and observers into full-fledged leads and customers.


11 Tips to Create Better Lead Capture Pages in 2020

  1. Know Your Goal
  2. Create a Compelling Reward
  3. Pick the Right Form Fields
  4. Consider Your Traffic Sources
  5. Craft a Message-Match Headline
  6. Use Social Proof
  7. Keep Your Copy Short and Clear
  8. Write an Actionable Call to Action
  9. Apply Conversion-Centered Design Principles
  10. Optimize Your Form
  11. Create an Incredible Post-Conversion Experience

Tip #1 – Know Your Goal

Your lead capture page has one job to do (and it needs to do it well). So before you plan a fantastic design or write a catchy headline, decide what your page needs to accomplish. What’s your one goal?

Start creating your goal by thinking about which audience you’re building the lead capture page for. There are three main types of audiences when it comes to lead capture pages:

  1. Leads – Leads are the new people to your audience. They don’t know you well, but they’re intrigued by what they’ve seen and would like to learn more. You’re basically strangers who have just been introduced, and it’s your job to start the conversation and become best friends.
  1. Prospects – A prospect is somebody who’s already some interest in your product, offering, or service, but who hasn’t yet converted into a customer. They’re likely in your CRM, nurtured with emails, blog posts, and social media posts. If this were a relationship, you two have been dating, but aren’t official… yet.
  1. Current Customers – Current customers need attention and relationship building as well. They may be in love with your product or they could be cold and considering churning. An offer created just for them could be the thing they need to pique their interest. Keeping the relationship metaphor going—you’re married, but it’s still important to go on dates to keep the romance alive.

Once you know who your lead capture page is for, you’ll want to decide what it’s going to do. Create clear and measurable targets based on previous campaigns or industry averages. Do you want to generate 50 new leads a month? Or have a 12% conversion rate? Decide what metrics you’re aiming for before you begin, and you’ll better be able to track how the lead capture page is performing.

For example, this lead capture page from Arrive does a great job of choosing one specific audience and making it very clear who this guide is for—New Canadian residents looking for help on their taxes.

Lead Capture Page Example
Target your lead capture page with a specific audience in mind.

Tip #2 – Create a Compelling Reward

The lead capture page is all about an exchange—they give you information, and you give them content. While that sounds like a no-brainer, most people don’t trust companies on the internet. You have to make the reward or offering so enticing that visitors are willing to trust you with their personal info.

There are lots of types of rewards and each has a special appeal to a particular segment of your audience.

  • Ecourses – An ecourse helps you showcase your knowledge and expertise while being helpful to your audience. This type of content is so versatile any of your audience segments could find it an intriguing offer.
  • Reports/Whitepapers – A whitepaper is a great B2B reward for prospects and leads, with over 82% of buyers saying they rely heavily on whitepapers to make purchasing decisions.
  • Ebooks – An ebook or a comprehensive guide can help your leads and prospects learn more and take the step to become customers.
  • Webinars – 60% of webinars can take your audience from lead to prospect. Webinars provide great value and they’re another tool that helps you teach your audience while establishing authority.
  • Product Demos – Your product demo can be a great reward for the bottom of the funnel to help you attract interested prospects.
  • Free Trials – A free trial lets your prospects and leads try before they buy. Usually, they’re between seven and 30 days, depending on the product or service.
  • Challenges – A free challenge is another way to give short term access to your services or product. Nathalie Lussier used a free challenge to grow her list to over 55,833 subscribers in just four years.
  • Newsletters – Newsletters nurture your audience. Ideally, they’re sent out with some regularity and focus on a theme. Depending on the content of your newsletter, this reward would appeal to all segments of your audience. Newsletters allow your subscribers to become familiar with your brand, voice, and subject matter expertise.
  • Checklists – A checklist can be a simple offer to help beginners. You can quickly design a PDF page using Canva and put it out as a helpful resource for your audience.
  • Templates – Later created social media templates to help social media managers and small brands with their social media reports. Visitors find templates like this valuable because they help you save time.
A Free Template to Capture Leads
Check out the full customer story to see how Later used landing pages like this one to capture over 100,000 leads.

Tip #3 – Pick the Right Form Fields

The form field is the first place of friction your audience will feel. This is where they’ll ask themselves, “is it worth it?” or “do I really want this?” When you ask a lot of questions (and get a lot of answers), you’ll have some well-segmented data and qualified leads to work with. But how many prospects or leads did you lose by asking too many questions?

Remember, your lead capture page has one goal, so figure out the least amount of info you need from visitors to make that goal a reality.

A few things to consider when choosing how many form fields you put on the page: – Read more

How to Leverage Machine Learning to Improve AdWords Efficiency

My Post (25).pngRecent issues surrounding racial inequality in the United States have led to direct action in the digital marketing world as well. More and more companies are pausing their Facebook ad campaigns because of the social network’s inaction on discrimination and hate speech.
But this doesn’t mean these tech giants are going to stop advertising, right? How could they without harming themselves? Many of these businesses are instead shifting more advertising towards Google AdWords, which is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results.
While AdWords gives brands (big and small) the opportunity to put its business in front of people from across the globe, not all AdWords campaigns are created equal.
While it’s true that elements such as keyword selection and copywriting play a major role in the effectiveness of these campaigns, new tech advances such as machine learning, are allowing these processes to become more automated than ever before.
Through machine learning, you can improve the efficiency of your AdWords campaigns to achieve greater customer acquisition results than ever before.
Improving Creative Output With Responsive Search Ads
Regardless of keyword selection, the copy and headlines you select for an AdWords campaign will have a major influence on whether someone actually clicks on your ad or not.
The problem, of course, is that it can be tricky to deliver the right message at the right time to the right person. A headline and copy that work perfectly in one situation, could fall flat if the same person saw it after a slightly different search query.
Responsive Search Ads
This is where Responsive Search Ads come in. Jerry Dischler, Vice President of Product Management for AdWords, leads the product team for Google’s search ads business, the product and engineering teams for YouTube advertising, and the product and engineering teams for Google’s home-grown sales and support tools.

“Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context. We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.”

Backed by machine learning, a user’s AdWords content will be optimized for a variety of search queries using your target keyword. The result is more clicks and more conversions.
Optimizing Your Budget With Smart Bidding
Balancing a budget that delivers results without spending too much money is a big challenge for many AdWords campaigns, but machine learning now lets marketers optimize their budgets through Smart Bidding. – Read more

Is Click Fraud Devouring Your Ad Budget?

My Post (1)Click fraud occurs when a pay-per-click advertisement is clicked on by a user with malicious or disingenuous intent. Click fraud first came to light in 2005, when several major cases were taken to court.

However, it continues to poison marketing campaigns—and find its way into more and more courtrooms. Juniper Research estimates that click fraud cost advertisers $42 billion in 2019.

In a time when advertising budgets are being cut and many businesses are facing economic uncertainty, putting every ad dollar to good use goes a long way.

This article explains what click fraud is, shows how it can impact your campaigns, and shares ways to reduce its impact on your marketing.

How click fraud works
There are many ways to implement click fraud. Here’s a rundown of causes:

1. Click farms. Some businesses approach companies on the “dark web” to click on ads on their website. The clicks aren’t from potential customers, but they’re often from real people.

These dodgy arrangements are often called click farms. Some networks are highly sophisticated, and organisers disguise their IP addresses. Click farms are often a combination of real people and bots.

2. Competing businesses. Competing businesses may click on each other’s PPC ads to waste money. If you conduct some intricate research (detailed below), you may be able to identify the IP address of competing businesses. If you can—great! Loads of PPC platforms (Google Ads included) allow you to blacklist IP addresses.

Competitive industries, such as insurance, travel, and finance are especially susceptible.

3. Potential buyers. Believe it or not, consumers who highly value particular brands click on competitors’ ads—knowing it will cost them money. Unfortunately, there isn’t much you can do about it.

Loyal buyers of other brands don’t care about your ad budget or your search terms. Thankfully, the effect of these types of clicks on your campaigns is minimal.

4. Automated programs (bots). Perhaps the biggest culprits of click fraud are robots—malicious computer programs (botnets) that automatically scan the internet and subtly carry out clicks, trying to pass as human.

Wired refers to these as “hordes of linked machines controlled by rogue software.” They may be random and created simply to annoy people and businesses.

A recent Imperva Incapsula Bot Traffic Report found that 48.2% of website visits are by humans and 51.8% by robots. (Some 22.9% are “good” robots and 28.9% “bad” robots.)

No matter the cause of click fraud, the losing party is the business paying for the ad. After all, they want potential customers clicking their ads, and each instance of click fraud makes advertising more costly.

So how much should you worry about it?

How much of an impact does click fraud have?
“Click fraud can be extremely unsettling for well-to-do publishers and advertisers on search,’ says Grayson Kemper, Content & Editorial Manager for Clutch, “particularly during a time when many businesses are operating with an incredibly tight budget.”

However, for most small businesses, systemic click fraud is rare, according to Marcus Miller of Bowler Hat:

You may lose some clicks to competitors and window shoppers, but we don’t see much of what we would consider true click fraud.

If traffic seems low quality, we will tweak targeting or, in very rare occasions, block IPs, etc.—but in most instances, this is just not that common.

Typically, just using very tight targeting, not showing ads in countries where there are higher instances of click fraud or click farming, and using paid social—which, as a closed network, seems much less susceptible to click fraud—seems to work.

That said, it’s not all hype, either, as Christian Nicolini, Senior Director of Paid Media at Ignite Visibility, notes:

Most click-fraud cases manifest from third-party display placements. However, we also see affiliate click fraud, competitor click fraud, click farms, and bots. While publishers have drastically improved their security, our team uses a combination of manual and automated tools to combat click fraud.

From a manual response, we create internal reports to collect click timestamps, action timestamps, user agents, IP addresses, and create a master exclusion list of speculative activity. We’ve also experimented with several automation tools, like ClickCease and Clixtell to automate this process at scale.

Our advice to advertisers with smaller budgets: Stick with buying ads on owned properties (e.g., Facebook ads, Gmail, Discovery, search) and monitor your audience targeting in third-party serving environments (e.g., Google Display Network).

Indeed, individual cases and the collective impact is staggering.

There are some major botnets out there. For example, “Chameleon” is estimated to cost advertisers upwards of $6 million every month. Ad Age estimates that $1 out of every $3 spent on PPC is subject to click fraud. FraudLogix said that 50% (yes, 50%) of all ads that gained an impression in 2016 were a result of non-human traffic. – Read more

The Ever-Changing ‘Normal’ Office

My Post (9).pngInside the change to GetResponse becoming a remote-first company.

There is no new normal. The only thing that’s ever been normal is change.

Sometimes it’s subtle, spanning long stretches of time before anyone notices. Other times, it’s almost instant, extremely noticeable, and the change evolves right in front of our eyes. That’s when it’s harder to adjust, even as adaptable creatures.

“People are tied to their concepts,” said GetResponse CEO and Founder Simon Grabowski.

In three months, we’ve changed entirely. A huge decision that would have seemed dramatic before, now seemed like the next natural step forward as companies were forced to become remote-friendly when the coronavirus pandemic spread throughout the world.

In May, Grabowski and the company he founded from his parent’s attic (technically working remotely) more than 20 years ago, GetResponse, announced it’s changing from being a remote-friendly company and is now a remote-first company.

Bringing the future into the present: Boldly going remote-first

There was and still are a lot of challenges in doing so, but the move is dynamic and the company is providing resources, education and support to help employees establish a home office, even giving them freedom to literally work from anywhere they please (once such things such as travel are possible once again).

There’s a certain concept of working from home that sounds sexy — but we’ve never been able to test it. Then, you are essentially forced to do it in a week. From that point on, the lesson begun, and essentially we’ve been part of the biggest scientific clinical study since the inception of business.

Simon Grabowski, GetResponse CEO and Founder

Many questions still remain, at-large and inside the move to becoming a remote-first company. What is needed from the employer and the employee, what factors are there to consider and what are the intended and unintended effects? There is a lot of the backend to figure out from a HR and legal standpoint, how benefits and contracts will change, and how to ensure the mental and physical well-being of everyone involved.

Everything from the real estate market to office supply companies to construction and transportation are already and will continue to be impacted. As normal changes constantly, unanswered questions remain about the ongoing impact of the COVID-19 virus on people, and on business.

For instance, Google’s parent company Alphabet recently pulled out of deals that would have acquired more than 2 million square feet of office space, which impacts cities that counted on that physical infrastructure, and people working from home won’t just want typical office furniture, they’ll desire something that fits into what their home/office is.

 Architecture firms are predicting an explosion of what Nena Martin, director of workplace at architecture giant Gensler, calls ‘Swiss army knife’ furniture that can be easily modified for multiple uses. There will be more ‘agile chairs’ with a small surface you can rest your computer on if you want to take notes during a meeting.

Courtney Rubin for the online publication Marker.

81% of GetResponse employees prefer a remote-first model

Laptops, cell phones, hot spots, Wi-Fi, cafes, accessible travel, a myriad factor added up to make made work agile, to make remote possible well before the current pandemic.

People had already evolved into remote-friendly work in a sense, checking emails on their phone, lugging laptops along on weekend trips to extend them by a day or two.

Now, businesses are doing the same.

Behemoth banking institution Morgan Stanley plans to have “less real estate” going forward, while Nationwide Insurance said they transitioned to a 98% work-from-home model. Could employees move to more affordable areas to live, therefore reciprocally bringing down rent prices in the more expensive cities?

The last 2-3 months, suddenly thousands upon thousands of companies are forced to work from home. When the lockdown finishes, a lot of them will not be eager to go back to work.

Simon Grabowski, GetResponse CEO and Founder

The change wasn’t made by the heads of GetResponse making a mandate and forcing employees to go remote. They conducted surveys, asked opinions, and they let us be a part of deciding the future of this company and of our own livelihoods.

And the statistics are bearing out that people, even as they cling to old norms and comforts, are actually quite OK with going to a new model as the standard.

When asked the question, “If you were to choose the work mode after Covid-19 pandemic, which way of work would you prefer for a long term: a) Working fully remote; b) Working in a hybrid mode; c) Working from the office”, the overwhelming majority — 65% — said they would prefer the hybrid model that allowed the majority of work to be done remotely. Another 16% chose the fully remote option. The winning hybrid model allows employees to choose the number of days spent working remotely, even 100% remote if desired, with the option to go to the office when wanted. – Read more

How Marketers Should Respond to COVID-19

My Post (8).pngThe COVID-19 pandemic has caused plenty of confusion, stress, and insecurity worldwide. If you are work as a marketer or in marketing, knowing how to navigate the current state of the world is essential to ensure ongoing work and new clientele.

When you know how to adjust to surrounding circumstances, you can flourish as a marketer in just about any field or industry.

Without further ado, here are some of the ways marketers should respond in the wake of COVID-19 crisis:

1. Review and Work with Budgets

Take the time to review both short and long-term budgets you have set in place for yourself as a marketer, especially if you are currently working on your own as independent contractors.

Consider which marketing budgets are most appropriate as well as which areas of your budget can be reduced or eliminated entirely due to the COVID-19 pandemic.

2. Leverage the Opportunities Arising from the Crisis

While many individuals and professionals alike feel uncertain and uneasy about what the future holds for them, their careers, and their sources of income, some companies are thriving amidst the chaos of the COVID-19 virus, especially those that connect to the digital economy.

Companies such as GrubHub, DoorDash, and even HelloFresh are finding ways to remain active and profitable while also resonating with their target audience of consumers. For example, many businesses are now leveraging technologies that enable remote working to preserve jobs and stay productive, as well as e-commerce to sell online and remain operational even with current lockdowns.

Another practical example would be the disruption of COVID-19 on global supply chains, which have led to some businesses moving to increase local/domestic production of key goods. Look out for all opportunities forged in the COVID-19 crisis.

3. Remain Relevant and Connected with Your Audience

Building an authentic and loyal connection with your audience is necessary as a marketer, the leader of a company, or even as an independent contractor. Establishing yourself as a trustworthy, relevant, and authoritative professional in your industry can help with retaining and attracting new clients, even during a worldwide pandemic.

Spend time sharing updates, news, and even interacting with online followers using social media and even your own official blog. Get to know more about the thoughts and feelings of your audience to determine the best course of action when it comes time to promote a product, service, or brand you are representing.

Avoid spamming content or sharing marketing campaigns that are distasteful, insensitive, or completely detached from the COVID-19 pandemic, as this may cause others to view your products or services as tacky and selfish.

4. Transition to Working Remotely

Another way to help retain clientele without disrupting your workflow each day is to transition into working with work-from-home or remote employees only.

Allowing your current employees to transition to working from home is a way to alleviate any financial responsibilities of renting an office or location while also allowing you to conduct marketing campaigns, strategies, and brainstorming sessions as usual.

Your company also needs to be sure to protect your information online. Your employees will be handling your marketing strategies and private information that can’t be leaked to the public.

Especially for a digital marketing firm, it is essential to be sure your business is protected from hackers not only in the office, but on your employees computer. Look into getting software your employees can use to ensure your information remains safe both inside and out of the office.

5. Monitor and Track COVID-19 Campaigns in Real-Time

Tracking your COVID-19 marketing campaigns can be easily done with the use of various tools and solutions online. – Read more

Smart campaigns helps small businesses reach more customers

My Post (1).pngSmall businesses are looking for tools to get their business online and reach the right audience. Smart campaigns, built specifically for small businesses, is an automated tool that helps you promote your business on Google. We recently rolled out Google Ads Smart campaigns to all 150 countries where Google Ads is available. Businesses of all sizes can now get ads up and running in just 15 minutes. Additionally, we’re making Smart campaigns easier to use: there are new features that can help you sign up from any device, stand out on Google Maps, see your results right on Google Search, and control when your ads show.

Sign up directly through the mobile app

Now you can sign up for Smart campaigns and run ads directly from the Google Ads mobile app on Android or iOS. We’ve made the process faster and easier, so you can start advertising right away. In-app signup is currently available in the U.S., Canada, Australia, the United Kingdom, Italy, France, Spain, the Netherlands and Japan, with more countries to follow.

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Your ads can be up and running in minutes with the Google Ads app.

Helping you stand out on Google Maps, for free

Every month, over 1 billion people use Google Maps to see what’s around them, search for businesses, and find directions. Promoted pins on Google Maps help your business stand out during these moments by displaying a prominent, square-shaped pin. You can also highlight specific services such as pickup and delivery, or other unique offerings.

As people begin to visit businesses in person again, we want to send more customers your way. Through September 2020, you won’t be charged for any clicks, calls or sales from Promoted pins.

We’ve started rolling out Promoted pins to Smart campaign advertisers with a Google My Business profile and will be fully available in the coming weeks.

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Grab the attention of more potential customers with Promoted pins.

Easily see how your ads perform directly on Google.com

If you want an efficient way of checking your ad status, this feature is for you. We’ve made our reporting features more accessible—with a quick search, you can instantly see the status of your ads, how they’re performing, and how your ads look to potential customers. First, sign into the Google account you use for Google Ads. Then search for “My Ads” or “Google Ads” directly on Google.com. This feature will be available to all Smart campaign advertisers in the coming weeks. – Read more