How to Create Mobile Marketing As Unique As Your Users

Your users are unique, so your mobile marketing should be, too. Indeed, since mobile consumers expect a curated and individualized experience, your mobile marketing should be perfectly personalized in order to truly engage them.

You can do this with information provided by consumers over mobile. Most of us check our phones over a hundred times a day, and the data generated from these interactions is a treasure trove of information about who we are, what we do, and what we like.

It’s time to harness the power of this data and become the brand your users want to hear from. Read on for three easy ways to personalize all your mobile marketing efforts.

But, first, your messages are only as powerful as the data you have to work with. While tons of data are generated on the web and across mobile devices, it is crucial to link all these channels to one comprehensive user profile in order to get the most out of your data.

Tools like KISSmetrics help you translate data into insights about real people. Isolated data is just a collection of arbitrary numbers, whereas meaningfully personalized marketing derives from a genuine understanding of your users across multiple channels.

What kind of data should you collect to fuel your personalized marketing? Think about crafting a narrative about your users with the data you collect in order to treat your users like people instead of numbers. Consider what questions you want to answer.

Use data and segmentation to send your users customized mobile messages, so that no two messages are alike. Here are three questions you should be asking about your users to get you thinking about personalization on mobile based on who your users are, what they do, and what they like:

1. Attributes – Who are your users?

You need to know who your users are on a personal level. This data is relatively straightforward and can often be captured when users initially sign up for your service. What is their name? How old are they? Where are they located? What is their gender identification? What devices do they use?

jenny smith profile info

Think about main buyer personas you want to target with your mobile communications strategy. What are their demographics? What are their personalities like? Build out these profiles and create specific segments that correspond to them. That way, you can truly understand their motivations before you start to send them mobile communications via push notifications and in-app messages.

For example, consider a major fashion brand’s target demographics for a summer dress sale. The brand might want to create a segment with females age 18-24 who live in warm climates. These individuals share similar motivations and can be effectively targeted as a group. To engage this demographic, send a personalized push notification or in-app message that says, “Hey [first name], celebrate the beautiful weather in [user location] with our summer dress sale.”

2. Engagement – What do your users do?

Capture data about what your users do, on web and especially within your native app. Track the flow of their actions to understand which features they are most excited about, and which features they do not engage with. This information is critical in initial user onboarding, so you can message new users if they do not use a key feature.

Be sure to track what time of day your users interact with your app the most so that you can communicate with every user at the time they are most likely to engage.

Understanding how users interact with your brand is critical to messaging them appropriately; different messages will be appropriate for new users, dormant users, passers-by users, or engaged users. These segments, also known as engagement states, allow you to group your users based on their real-time engagement level with your brand.

Identify the key behaviors that make someone a top user, and know the warning signs when users are about to drop off. If you can directly target your most vulnerable users, you can significantly reduce user churn.

Recency is also a great way to engage users with personally relevant information. You might send a push notification stating: “Enjoy a meal from [last restaurant viewed] or one of your other favorites. Only two days left to redeem your welcome promo!” Referring to items or features they have recently interacted with can remind them about their favorite parts of your app, and can drive them to convert.

3. Affinity – What do your users like?

By learning about your users’ behavior, you can discover their preferences. What was the last item they viewed? Have they used a particular feature over and over? Are there any trends in the content they are engaging with? What category have they viewed or added to their cart the most? These are indicators of preference and can greatly inform your personalized marketing efforts.

You can make the most of user preferences with personalized mobile marketing. For example, if you’re having a sale on Gucci handbags, it helps to know which users have indicated interest in Gucci so you can speak directly to their affinities.

The same principle is used in the push notification below. ThredUP is a clothing marketplace, and G&J is a seller on the service. The user who received the push notification viewed G&J’s items previously, and thus received a push notification directly referring to this affinity.

thread up notification

Netflix has been doing a great job with personalized push notifications. Using data on what a user has viewed, they send push notifications that are guaranteed to get the mobile user excited about watching a recently added show on Netflix.

netflix notification

Affinity segments are useful on their own, but they become incredibly powerful when combined with Attribute and Engagement segments. For the fashion brand example from earlier, you could target females age 18-24 who have engaged with the app in the last week and who have visited the dresses category in the app over 5 times. This segment is incredibly focused, and you have a far higher likelihood of motivating them to convert by sending them a message on mobile.

Go a step further by customizing the message copy so that no two messages are alike. For example, you can send a personalized message based on a user’s favorite clothing category to inspire a “fear of missing out” and get them personally engaged with the message.

Think about sending them: “Hey [first name]! New styles by [most viewed designer] are going fast. Use code FAVEDESIGN now to get 10% off.” Adding information about a user’s specific size and favorite style make a message even more interesting to them.

thread up notification

Takeaways

In order to succeed in the exciting future of mobile, it is imperative that you get your mobile marketing efforts perfect with highly personalized push and in-app messages. Here are some of the main points for how to delight your mobile users:

  • You need to understand people across channels to effectively engage with them on mobile. And we mean really understand them.
  • Data is more than just numbers; it’s a way to tell stories about real people.
  • First, collect data across channels. Next, segment users. Then, personalize your mobile marketing messages.
  • Personalize based on who your users are, what they do, and what they like. Every message should be unique.
  • Sending personalized push notifications and in-app messages that speak directly can help drive engagement and build brand loyalty.

Today’s mobile consumers expect personalized, thoughtful, informative, and relevant mobile communications. It’s time to live up to their expectations and delight your mobile audience.

About the Author: Adam Marchick is the CEO and co-founder of Kahuna, a mobile marketing automation company based in Palo Alto, CA. Before Kahuna, Adam was an early member of the growth team at Facebook and funded mobile enterprise companies at Menlo Ventures and Bain Capital Ventures. As a 15 year mobile veteran, Adam serves as an advisor to Heads of Mobile around growth, engagement and revenue.

How to Structure a Longform Landing Page for Maximum Conversions

Longform sales pages have recently become more popular. Marketers have realized that the short-and-easy capture forms may not be enough to encourage a conversion. Lots of content is powerful and compelling. Big landing pages can mean big conversions.

But how do you organize this content? For example, the sales page for Marketing Bullets has nearly 30,000 words. It’s like the War & Peace of landing pages. (All that copy boils down to a conversion action that costs $5,000.)

It’s not just lots of content that matters. It’s how the content is organized that truly matters.

This article explains how you can organize the content — an approach to structuring a longform landing page that will deliver maximum conversions.

There are eleven basic elements of a longform landing page. I will go through each one in order of its appearance on the page.

Note: As we discuss the structure of longform landing pages, we’re going to start at top of the page, and walk you through the different sections – eventually ending at the bottom of the page.

1. Headline

This is the most obvious feature of a longform or short form landing page. You need a headline, and it needs to come first.

The size of the headline is critical. It should be larger than any other font. But don’t assume that size and position are the only factors. The copy itself is equally, if not more, important.

Unbounce explains it this way:

Now, the reason this new version has so strongly outperformed the original likely has more to do with the words in the headline than the physical positioning of it. But the takeaway here is that if people are able to find and read your most important message (i.e., your headline), they are more likely to consume it and make decisions with it. If a visitor can’t find your key message, they can’t consume it… and conversion could be negatively impacted. Hence, test physical positioning.

Their example includes two landing pages with two different designs, including a headline rework.

This landing page was converting at 3%.

simple screenshot

The redesigned landing page converted at 18.7%.

inspire pay

The headline leads the entire longform page that follows. It’s your first and only chance to engage the user enough to stay on the page and be persuaded by the rest of the content that follows.

Conversion Lab’s landing page has a headline surrounded by a lot of negative space. The headline and CTA are sufficient to convert some visitors, but other visitors may want to continue scrolling to see the entire longform page.

conversion lab

2. Subheadline

Every great headline is followed by a subheadline. The subhead serves to clarify the attention-grabbing power of the headline, and highlight its benefits.

The subheadline should always be positioned in close proximity to the main headline. They go together.

3. Image

Every longform page most likely needs images, and these images should come above the fold. However, testing is required on your part. Test the absence of images as well as the placement. Images can affect where the visitor’s eyes go.

In the example above, the image services to personalize the landing page and maintain user engagement. While most landing page advice proposes placement of the CTA on the left side of the page, this page defies the conventions, and maintains a great conversion rates.

Many landing pages use full-screen images with great success. Litmus’s longform landing page is a great example of this. In this case, image position is irrelevant, since the image covers the entire screen.

litmus screenshot

Oink does the same thing. The image dominates the screen, which effectively accomplishes its attention-grabbing intent.

oink for teens

4. Video (if applicable)

Video can be powerful. It can improve your conversion rate. But it should not be the only thing on a landing page.

Video-only landing pages are correlated with lower conversion rates. In order to improve your conversion rates, videos should supplement the copy.

The best place for videos is above the fold, where users can see the video and choose to play (unless the video is auto-play).

LinkedInfluence uses an autoplay video on their landing page. Obviously, the video should come after the headline, yet it should still be one of the first things a user sees on the page.

more business from linkedin

Make Your First Dollar does the same thing with their video.

make your first dollar

5. Brief Copy

So far, we’ve only discussed some of the short features, none of which makes a longform page actually long.

This point is where you unleash your copy. But again, it’s not going to be anything lengthy at this point. Here, you want to simply explain what the product or service is, and why it’s awesome. Four sentences, maybe five or six. That’s it.

6. Call to Action

Place your call to action as early on in the process as possible. There will be some users who will convert early. You need to accommodate those users, by giving them the opportunity to convert.

Litmus’s landing page did this effectively by giving users a chance to convert without scrolling.

litmus test and track

7. Trust Signals

So far, your longform landing page has gained the user’s attention and curiosity. We’re still only just beginning the process of advancing toward a long form page, but this buildup is important.

Now, it’s important to gain their trust. Trust signals come in a variety of ways, but one of the most compelling forms of trust is attestation from other sources.

The Renegade Diet displays a list of publications that it has been featured in:

the renegade diet

Crazy Egg takes a similar approach to trust signals with a box that displays logos of some of Crazy Egg’s customers.

astonishing power of eye tracking

LinkedInfluence displays their list of featured-in publications.

8. Explanation of the Product or Service

At this point, it’s time to start diving into the long of longform. Much of your copy will be given over to explaining what the product or service is all about.

The users who are interested in your product will be eager to read this copy. Litmus’s longform page begins with a discussion of how Litmus creates email that is optimized for any device or display.

litmus does email look beautiful

Renegade’s diet book explains some of the most important findings that the book reveals.

the diet to end all diets

This section can be as long as you want.

9. Benefits of the Product or Service

Customers aren’t just interested in what the product is. They also want to know how it’s going to help them.

It’s time to discuss the benefits and features of the product or service. Keep in mind that benefits and explanation need not be discrete sections. You can blend the two.

Notice how Litmus uses the following benefit explanation, using a negative reality: “Your emails won’t get read if they’re not in the inbox.”

litmus web page

Oink, a money management service geared toward teens, points out the following benefit in their longform landing page.

gaming with oink

Conversion Lab structures their benefits section with lots of white space, and adds in images for extra visual appeal.

conversion lab

Like the explanation section, your benefits section can be as long as necessary.

10. Testimonials

The exact position of testimonials on the landing page is up for debate. I suggest putting them closer to the end, because they are one of the most compelling persuasive features in conversion optimization.

Disruptive Advertising has a spread of customer testimonials in two sections. Written testimonials are at the top, and video testimonials are near the bottom. Here are their written testimonials.

client testimonial our clients love us

And here are the video testimonials:

more client love

And explanation of features and benefits always helps to persuade, but testimonials have the most profound impact upon a user.

It’s important to put the most compelling form of persuasion where it matters most — right at the last chance for a conversion.

11. More CTA

Always close with another call to action. Ideally, you will sprinkle call to actions throughout your page. But whatever you do, give the user a chance to convert.

12. Test and Iterate

It’s important that once you’ve launched your landing page, you start testing it. The entire point of landing page optimization is to try to beat your original landing page with an improved variant. Start by hypothesizing what would help your visitors convert more. It may be a stronger headline or maybe you have too many distracting images. Whatever your hypothesis is – create variants and test them!

If you’re a KISSmetrics customer, we’ve released a new A/B testing report that you can use in conjunction with your KISSmetrics data. That way you can see which variants are affecting your bottom line, not just the next step click-through.

Conclusion

The general structure of a longform landing page looks like this:

  1. Headline
  2. Subheadline
  3. Image
  4. Video
  5. Brief Copy
  6. Call to Action
  7. Trust Signals
  8. Explanation of the product or service
  9. Benefits of the product or service
  10. Testimonials
  11. More CTA
  12. Test and Iterate

There’s room for flexibility and creativity, of course. Be aware that a truly successful longform landing page is designed strategically. It’s powerful, not because it has lots of content, but because that lots of content serves a purpose.

What strategies do you have for structuring a longform landing page?

About the Author: is the Chief Evangelist of KISSmetrics and blogs at Quick Sprout.

The 7 Day Startup book has launched and it’s free till Friday

7daystartup_banner_640

Hey guys just a quick post to let you know my book The 7 Day Startup is now available. We are writing on a series of posts about how we are going with the marketing but here are the main links for now:

Can you help?

If you are super keen and you want to help with the launch here are the best things to do:

  1. Download it on Kindle and leave an Amazon review. This is what drives the rankings on Amazon.
  2. Tweet about it using any of the tweets below.

If you have any questions or you just want to let me know what you think, please let me know in the comments.

I will be back in touch soon with a bunch of insights from the whole process from writing, editing, formatting and launching / marketing the book.

Tweets

Here are some quick links to share the book launch. If you want to share quotes from the actual book check out the quotes page. You can modify the tweets before you send them if you want.

My buddy @thedannorris has released his book The 7 Day Startup. It’s free this week on Amazon. Highly recommended CLICK TO TWEET THIS

The 7 Day Startup: You Don’t Learn Until You Launch by @thedannorris is free on Amazon today #startups CLICK TO TWEET THIS

The 7 Day Startup book by @thedannorris is now live & free on Amazon. It’s #leanstartup for bootstrappers CLICK TO TWEET THIS

Got a business idea? The 7 Day Startup by @thedannorris will take you from wantrepreneur to entrepreneur. Free today CLICK TO TWEET THIS

The post The 7 Day Startup book has launched and it’s free till Friday appeared first on WP Curve.

Everything You Need to Know About the Psychology of the Call to Action

Every web marketer knows about the call to action. But how many web marketers really understand the call to action?

The answer, I’m afraid, is not very many.

The call to action has a fascinating psychology behind it that includes width, color, border size, copy, and cool CSS effects. Yet, at the same time, this psychology goes far beyond those elements. When we understand the psychology of the call to action, we take huge strides forward in our effectiveness as marketers.

To know the psychology of the call to action is to be a wizard of conversion optimization because psychology drives the entire science and art of conversion optimization. If you know just a little bit about the psychology that motivates our behavior, you will massively increase your power.

Here are the psychological principles that power the CTA:

1. The Human Mind Expects the Call to Action

The CTA is part of the logical progression of a landing page or website. This principle is rooted in psychology. It’s called the perceptual set theory.

Perceptual set theory basically describes how the mind perceives things. The mind considers objects, people, experiences, etc. by using a three-fold combination of perceptive processes — selecting, inferring, and interpreting. That three-fold process shapes expectations and powers motivation.

How does it shape expectations?

  1. Selecting: First, people pay attention to sensory input only selectively. We usually don’t actively cognate on the humidity in the room when we’re viewing a landing page. Even though humidity is sensorially perceived, we have other things occupying our cognitive powers. We’re focused on visual stimuli.
  2. Inferring: Second, we all have a collection of stored past experiences that are triggered when we experience something that is similar to those past experiences. So, when we look at landing pages, we’re thinking of other landing pages we’ve seen in the past and recalling the ways we acted on those landing pages.
  3. Interpreting: Third, the mind combines the selective sensory data with the memories of former experiences, and it develops an interpretation. This interpretation usually involves fitting the present experience into a previous schema or developing a way to taxonomize the present experience.

That, in a theoretical nutshell, is the way we expect things.

Let’s make this visual. Here is a simple example of perceptual set theory, developed by Bruner and Minturn in 1955:

1-a-b-c-12-14

What is that symbol in the middle? Well, it’s the number 13, right?

Yes, but… It’s the letter “B” if your expectations are slightly rearranged. Admit it. You see a “B” now, or at least you interpret it as a “B.”

2-a-b-c

Images from simplypsychology.org.

Expectations vary according to the way in which we selectively interpret the data.

The perceptual set theory has created a proliferation of clever drawings that present the mind with ambiguous ways of selecting and interpreting visual stimuli.

Is this a duck or a rabbit? It’s either a rabbit in the grass or a duck somehow lying on its back in the grass.

3-duck-or-bunny

If I primed your mind by talking about quacking, waddling, or mallards, then you would have immediately spotted a duck. If, by contrast, I spoke of Easter, hopping, and ears, you would have seen the rabbit.

It’s the perceptual set theory in action.

So, let’s descend from the ether of perceptual theories and psychology and get back down to landing pages once more. When users are on your landing page, they are expecting to see a call to action. Based on their past experience with landing pages and their prior behavior, they are just waiting for you to summon them to action.

This doesn’t mean they are going to convert. It simply means their minds are prepared for the experience of being called to act. They know it’s coming. Their minds have already decided that there will be a CTA.

Expectation affects behavior. That’s why people know to act on the CTA. They aren’t staring at the CTA button thinking, “what in the world is that boxy thing with words in it?”

4-facebook-cta-red-arrow

They know. That’s a button. That’s a CTA. They know they are being asked to click it.

How to capitalize on the expectation of the CTA:

Make your CTA obvious.

You want to make sure that people’s perceptual set matches what you put in their line of vision. Make your button look like a button. Make your CTA obvious.

Design your landing page with logical flow.

If you design your landing page with an intuitive, logical flow, your call to action will be more effective. The landing page will actually prime the mind for action by intensifying the expectation and anticipation, creating a more fluid transition into the CTA.

2. The CTA Tantalizes Our Innate Sense of Curiosity

The human mind is innately curious about what’s going to happen after the CTA.

We know that curiosity is powerful. That’s why we talk about dead cats in conjunction with curiosity.

Yes, “curiosity killed the cat,” but what about this rejoinder: “satisfaction brought it back.”

Curiosity is strong because of the promise of what lies beyond — satisfaction.

Psychologists have developed several theories to explain curiosity. The drive theory of curiosity states that “curiosity, like standard drives, could be seemingly ‘satisfied’ by repeated exposure to stimulus materials.”

One of the most powerful underlying forces in curiosity, however, is not satisfaction alone, but arousal. The idea of curiosity arousal occurs when a person can almost but not quite see, hear, or interpret something. For example, a child wants to see over a fence but is not quite tall enough. What do they do? They jump, climb, or cry. Their mind’s curiosity demands that their body satisfy it.

Loewenstein in “The Psychology of Curiosity: A Review and Reinterpretation” describes the following experiment:

“Smith, Malmo, and Shagass (1954) had subjects listen to a recording of an article that was periodically made inaudible. They observed an initial increase in the tension of the arm muscles when the tape became inaudible. Walerstein (1954) obtained similar results with subjects who listened to a garbled reading of a philosophical essay: There was an initial rise in muscular tension followed by a fall after the first few minutes.”

He goes on to explain:

“Drive-based accounts of curiosity assume that unsatisfied curiosity produces aversive arousal. The desire to reduce such arousal produces the information-seeking that is curiosity’s most basic behavioral manifestation.”

This attempt to gain equilibrium in the state of arousal is what we know as “satisfying our curiosity.”

Trying to find out what happens after the CTA is the pursuit of curious activity. The fact is we know categorically that we will receive knowledge, confirmation of a product, or something. That categorical knowledge is helpful, as far as it goes. But what we don’t know is what makes us want to click through, to investigate, and to discover.

The CTA for the free ebook below capitalizes on curiosity.

5-download-ebook

The copy uses terms like “ultimate…guide,” “secrets,” and “tips & tricks.” For the marketing pro, this is appealing. Hopefully, their desire to uncover those “secrets” will drive them to click through. Hello, curiosity-drive CTA.

ConversionXL follows this pattern by offering a “guide” that is “private” and shows marketers the “top mistakes.” Curiosity drives the CTA and the conversion.

5-complete-guide-to-ab-testing

How to increase curiosity:

  • Explain some, but not all, of what a user will see or experience after the CTA. Give them an adequate categorical framework, but no specifics.
  • Use copy on your CTA that promises a discovery, an unknown, a secret, or something similar that will give the user knowledge hitherto unattained.

3. The CTA Feeds Our Psychological Tilt toward Anticipation

Psychologically, we’re wired for anticipation. We are anticipatory creatures.

7-anticipate-definition

Anticipation is a state that we experience all the time:

  • We anticipate our alarm going off in the morning.
  • We anticipate our bagel popping out of the toaster.
  • We anticipate the long line at the Starbucks drive through.
  • We anticipate getting to work late…or on time.
  • We anticipate getting too many emails when we turn on our computer.
  • We anticipate our annoyingly chatty co-worker “just stopping by!” for forty-five minutes on his way to get coffee.

We anticipate all the time. Anticipation happens deep within the brain, in the brain’s most primitive and basic area — the cerebellum.

8-cerebellum-vs-cerebrum

Here are a few facts about anticipation:

  • We expect something bigger, better, and more rewarding. Anticipation usually posits things in a grander way than they actually are.
  • Anticipating is as pleasurable as actually experiencing or receiving that which we anticipated.
  • The human mind is wired to anticipate positive experiences. Positive experiences are involuntarily retained in our mind over negative ones.

How to create anticipation:

Tell a story.

Tommy Walker, in his article on CrazyEgg, relates this anecdote:

“When I registered for Facebook…it wasn’t the ‘Sign Up’ button that made me take action. It was the story leading up to it.”

Stories. We’re suckers for stories. In a psychological sense, the CTA is the climax of the story. The landing page provides the introduction and the complication. Along the way, our minds are expecting a climax. The CTA is the climax.

Think about it in the paradigm of Freytag’s pyramid, the plot diagram that we slavishly memorized in high school lit class:

freytags pyramid

Image from yomeketa.com

(Who knew that high school literature was going to be so relevant for your marketing career?)

Your landing page starts with the headline — exposition. You build complication (rising action) through your persuasive copy. Then, finally, in an eruption of glorious climactic sizzling-hot energy, you unleash the CTA.

It’s like a story. And the best part is the CTA.

Describe the post-conversion experience as favorably as possible.

The greater the person’s sense of anticipation, the greater their emotional experience while on your landing page. Talk up the big awesome act of converting.

Invite agreement through your copy and content.

A sense of agreement will advance the feeling of anticipation. Since people prefer anticipating positive events, place them in a positive state of mind prior to your CTA. You can do this by presenting agreeable pictures or making agreeable statements.

4. The CTA Reinforces Our Psychological Sense of Reward

CTAs correspond with an individual’s reward behavior. We take action based on what we perceive the reward to be. After receiving rewards for certain actions, we develop learned conditions that predispose us to take the same action that leads to the same reward.

We do it so many times that it’s almost like a habit.

You know the expression “Pavlov’s Dogs.” You may even have a vestigial memory from Psychology 101 about Mr. Pavlov and his cherished canines. For the sake of clarity, let me briefly remind you what went down in that laboratory in Russia so many years ago.

Ivan Pavlov was a Russian scientist who lived from 1849-1936. He performed an experiment on his dogs even though he loved them. He gave them food and measured how much saliva they secreted. What he found was that when an event occurred that was related to the food presentation, the dogs would still salivate even if there was no food. A neutral stimulus, therefore, was associated with the unconditioned stimulus of the food. Pavlov went on to experiment with ringing a bell at the time of the presentation of food. After a while, when the dogs heard the bell, they started salivating. They had associated food with a ringing bell.

10-Pavlov2

Image from Simplypsychology.org.

We do the same thing. When we see a landing page, we are conditioned to respond in a certain way. We’ve learned, through classical conditioning, to respond in certain ways to certain stimuli.

The same thing holds true when we learn through a process of antecedent → consequence. Though its theoretical moorings differ from those of classical conditioning, operant conditioning still holds true in light of landing page activity. The theory states that we learn behaviors by gaining either reinforcement or punishment from the choices that we make.

11-operant-condition

Image from Creative Commons.

When it comes to the CTA, we have the same type of experience. We have an operant conditioning response to the reward that comes after we click on the CTA. Our mental history has taught us that clicking or signing up brings a feeling of reward. Our neural pathways are so worn and smooth, that we can’t help ourselves. We easily click and convert.

How to strengthen the psychological sense of reward in the CTA:

Use reward-based language in your CTA.

Promising a reward can help strengthen the desire to receive that reward, creating higher CTRs.

Conclusion

Psychology is behind everything we do, which includes CTAs. When you create a CTA on a landing page or elsewhere, you’re tapping into a person’s inner psychology. Knowing this psychology helps you more capably target it and score higher conversions.

About the Author: Jeremy Smith is a conversion consultant and trainer, helping businesses like Dow Chemical, American Express, Panera Bread, and Wendy’s improve conversions and strategically grow their testing culture and digital presence. Jeremy’s experience as the CMO and CEO of technology firms has given him a powerful understanding of human behavior and profit-boosting techniques. Follow him on or Twitter.

Nusii launches: proposal software for creative professionals

Today is a very special day for me. It’s day number 486 since I began work on what started out as a small side project. This side project launches today and is Nusii; Beautiful Proposals, Simplified. Nusii is online proposal software for creative professionals. It’s built from the ground up to help professionals like you and […]

La entrada Nusii launches: proposal software for creative professionals aparece primero en Online client proposals for design professionals..

How to Pull Off 12 (Well Executed) Startups in 12 Months

Pieter Levels, Founder of Levels.io, talks about how he’s building 12 startups in 12 months. Not only do we cover how he’s able to pull that off (and to with awesome quality), but he has really interesting reasons why he’s approaching startups this way. This chat was incredibly inspiring and motivating - a must-listen.

Show Notes:

  • Pieter Levels
  • Levels.io
  • 12 Startups in 12 Months [Wired]
  • Panda Mix Show
  • Nomad List
  • Tubelytics
  • GoFuckingDoIt
  • Play My Inbox
  • Intro Song by Alex Koch of Digital Dust Studios
  • Outro Song: Thom Yorke - "The Mother Lode"
  • Episode 70: Glimpses of Success

    They happen in between times where we see nothing but the next step in front of us. You pop your head up, maybe with the help of a an expert point of view, and you see it! There is is, where you want to go!

    But you can't just stand there lolly-gagging... So you get back to work, and try to remember the right direction to get to that place.

    In this episode Scott expresses the frustration of having learned what looks like a better way to operate the agency while having to fulfill on the business as it is today. Also, Brecht shares deep thoughts that I can't recall at the moment... :)

    3 Techniques That Will Double Your Social Media Content with Half the Effort

    Too often, doing social media can become a pain. This is especially true for startup environments, run by busy people with more “important” things to do than post on Twitter and check on Facebook engagement levels.

    But we all know, deep down inside, that social media is important. And we know that we have to do it.

    So we might as well figure out how to do more social media in less time and with less effort.

    The following tactical methods have been proven to produce twice the amount of social media with only half of the effort. The great thing about this approach is that higher output on social media generally produces a greater level of engagement.

    Here’s how to do it.

    1. Create a schedule.

    When you create a social media schedule, you immediately reduce the level of consistent effort required throughout the day.

    The inherent advantage of social media is also its disadvantage. True, you can keep your brand message and presence in front of people all the time, but this requires consistent output and daily effort.

    When you unplug from one task to “quickly” post to social media, you’re doing yourself a serious disservice.

    • You waste time on your current task by having to pause and then come back to it. Even if it takes just a couple minutes to post to social media, you’ve lost your entire train of thought on the project that you were working on. A couple of minutes interruption may require double that amount just to move your mind back to the point where you left off.
    • You waste time on social media by having to reopen your social media tools or log into the accounts again. Keep in mind that every task has a cluster of other related tasks that require time. For example, if you’re not using a social media management tool, you may have to log into the business Twitter account. But in order to do that, you have to find the password. And in order to find the password, you have to look it up in an encrypted password file. And in order to do that, you have to find the file in your company’s intranet. It goes like this for every little task we have to do. What all this amounts to is a lot of wasted effort.

    The solution I’m proposing is to deal with your social media in a single session of unbroken concentration.

    The scheduling approach has three components.

    1. In the first place, you must set aside time in your calendar to schedule your social media. The approach I advocate is to allocate an hour (or two, or three) to deal exclusively with social media. This is your social media time. It’s on your calendar like an inviolable appointment. Most people who are responsible for social media report doing this on a daily basis. Some people — usually the very-organized type — can get away with doing it once weekly.
    2. Second, during this time, you schedule out your social media posts. Using a tool like Buffer, schedule out the times and messages that you want to post to your social media accounts. Be sure to follow industry best practices for the best time of day to post. The great thing about scheduling posts is that you can produce two or three times as many posts, but take a lot less time doing it. You can sit down for fifteen minutes and hammer out six tweets to release throughout the day. But what if you had to unplug at six separate times to post to Twitter? You’d go crazy, while at the same time cannibalizing your time and productivity. Scheduling your posts is a far superior approach.
    3. Third, take some time to monitor your social media metrics. This is the practice of social media listening, and it’s an integral part of any approach to social media. Rather than dink around checking out RTs and Facebook likes throughout the day, take a single point in time each day or week to analyze your metrics and make decisions based on what you see.

    Constantly flitting in and out of social media is a huge drain on your time, effort, and mental energies. Scheduling — whether it’s scheduling your day, your posts, or your listening — dramatically reduces the level of effort that you put into social media, while dramatically increasing your output.

    2. Collect as you go.

    One of the most important features of posting to social media is also the most time-consuming — finding content to post.

    Vertical Response has found that the single-most time-consuming factor in social media management is “finding & posting content.”

    finding social media content

    The amount of time and effort that you pour into finding and posting can be reduced. I already showed you how the simple practice of scheduling will reduce that effort.

    But what about the process of collecting the content to post? You need a collection system.

    Create a collection system for content.

    The system you choose is totally up to you, but let me provide a suggestion. I use Evernote along with the Evernote Chrome extension. In my Evernote folder, I can create a specific folder for things I want to collect and share later.

    2-evernote

    Whenever I come across something interesting to post on social media, all I do is click the Evernote button in my browser.

    3-kinja

    From there, I can adjust how I want this article to be saved for future reference. I’m putting it in a sub-folder of my social media folder called “Business Ideas.” I’m saving the “Bookmark,” not the entire article, and I’m tagging it with “social media.” I’ve also added a quick note: “This would be a good one to post on Tuesday.”

    4-kinja

    When I click “save,” I now have this article saved in Evernote. When it’s time to schedule my articles for posting, I simply open up the correct Evernote folder and go to my saved bookmark.

    good post for tuesdays

    This is nothing more than a collection system. I’m simply taking the process of collecting content, and distilling it to a quick-and-easy process.

    As I move throughout my day, checking emails, visiting websites, doing research, etc., I will come across interesting articles, studies, or websites that I’d like to share. All I do is click my Evernote extension, and I’m done. It’s saved for the next day’s scheduling session.

    Create a focused time for content discovery.

    Another way to reduce your overall effort is to create a focused time for discovering great content.

    Buffer has an article on “Always Have an Amazing Link to Share,” in which they discuss some of the most effective places to find great content. This is a great starting point for discovering great links to share via social media.

    You should also do some spadework to discover your own content. I suggest a technique in my Buffer article, that requires spending just thirty minutes to come up with content to post for several days.

    This goes back to my whole thesis: With half the effort, you can produce double the content. You just have to be smart, scheduled, and intentional about it.

    3. Share it more than once.

    Here’s the ultimate hack for less-effort/more-content. Share the same stuff more than once.

    There’s logic to back up this simple technique. Different people will see your different social media posts, depending on what time you post it.

    Joe checks his Twitter feed at 8am, but Marie doesn’t check her Twitter feed until her lunch break at 12:30. Joe’s going to see your morning tweet, but maybe not your noon tweet.

    So why not share the same thing twice? Or why not three times? Or more?

    Can you get away with this? Absolutely, and there’s nothing cheap about it at all.

    Garrett Moon discussed how he recycles his posts, and even shows his schedule for doing it.

    social sharing timeline

    Moon has had zero complaints, higher interaction, more output, and even the possibility that some of the reshared content could go viral after several takes.

    If you share your content more than once, you can get three or four times as much mileage from a single post than you would if you were only to post it once. Obviously, you’d need to jigger it a few times to make it unique each time, but the overall principle is incredibly effort-saving and traffic-increasing.

    Conclusion

    Tips, tricks and hacks can make social media more effective than it is. But let’s be careful not to view social media as a waste of time. Although social media can be a black hole of time-wasting (if you do it wrong), it is actually an investment in your overall business marketing efforts.

    Increasing your output on social media while you reduce your effort is simply a matter of being smart and productive.

    What ways have you discovered to reduce your social media effort while improving your output?

    About the Author: is the Chief Evangelist of KISSmetrics and blogs at Quick Sprout.

    How to build a scalable WordPress business in 1 week (WordCamp Syd slides)

    Here are my slides from my presentation at WordCamp Sydney on 28 September 2014. I’ve embedded them below and you can also download them underneath. If they produce a video, I’ll add it here as well. I run through how to build a WordPress business, with a focus on growth.

    I’ve also included some pics and tweets from the presentation

    Download PPT | Download PDF

    Visit this link to get the 7 Day Startup book

    Visit this link for all of the free 7 Day Startup resources.

    Twitter stream


    WordPress business types against growth criteria

    dan_norris_wordpres_growth

    Here is a large pic of the WordPress business ideas matrix

    wordpress_business_ideas_matrix

    The post How to build a scalable WordPress business in 1 week (WordCamp Syd slides) appeared first on WP Curve.