How To Drive Traffic from YouTube to Your Website

For whatever reason, YouTube floats under the radar when it comes to driving traffic to your website. You don’t need 100,000 or more views to get a significant number of customers. And it’s one of the levelest social media channels out there because it doesn’t take a lot of work to get thousands of views.

  1. First, You Have to Get YouTube Views

The first logical step is that you have to get people viewing your videos. You do that by:

A. Creating amazingly valuable content to your audience, usually by teaching them things they didn’t know. Think about the most common customer misunderstandings or questions you get…and then answer those. This is your foundational step and determines the success of the rest of the process

B. SEO optimize your video’s title, tags, description, and thumbnail. The title itself should address a problem your market has.

C. Create an eye-catching thumbnail.

  1. Send People To Your Website

This one’s deceptively simple. In the intro of your video, say,”Hey, this is [name] from [website.com].”

Close your video by saying the same.

Most businesses don’t do this. They think it sounds too simple. You might also edit your video to include your website URL at the beginning and end of your video.

You can also add an annotation, which is a clickable link that appears in your video.

If you get questions in your comment section, they present an awesome opportunity to send people to your website.

  1. YouTube Rocks Because Marketers Focus So Much on Other Channels

Twitter, Facebook, LinkedIn, organic search, and Google Adwords get all the attention. And they’re great tools to use.

Facebook has precision targeting. LinkedIn is where everyone in business hangs out.

But YouTube doesn’t get a whole heck of a lot of attention by comparison. It presents a golden opportunity for you to snatch up search traffic that your competitors don’t even know of or care about.

And the nice thing is, you don’t even need an existing audience. You can build yours from scratch…with comparatively little competition.

Strongly consider adding it to your marketing mix in the future.

5 Quick Tips on Creating Ads That Drive Sales

How many ads do you get bombarded by on a daily basis? Can you even count? And these days, websites want to send push notifications too. Your Android smartphone offers suggested notifications from Google.

It’s impossible to really get away from advertising. So what makes internet ads work?

Here are several things:

Consistent Messaging Throughout the Customer Journey

What are all the steps your customer has to take before they make a purchase? Their journey may look something like this:

  1. Do a Google search
  2. See a PPC ad and click on it
  3. Arrive at a landing page
  4. Click on a specific product to learn more

You don’t have to use exactly the same title throughout. In fact, you shouldn’t. Because that puts your potential customers to sleep. But you do want to use some of the same words and phrases so they know they’re getting what they clicked for.

Segment

Your audience has multiple segments. Segmentation sounds like a ton of work at first. But it doesn’t have to be. You could segment by geography just to start.

Anyway, when you segment, you get higher conversion rates. So, that should be enough to motivate you to at least do some basic segmentation.

Use Remarketing/Retargeting

Ever notice the ads that “follow” you around the web? Those websites participate in Google’s retargeting program.

You may think that this would bore users or cause them to not want to see your ad. However, this tactic’s been proven over and over again to raise your conversion rates.

Put a Big Benefit Front and Center

Don’t make false or exaggerated promises. Then, you’re “overpromising and underdelivering.”

Give your customers a big potential benefit in every ad and step in their customer journey. Make it realistic, and then overdeliver with your product or service.

If you’re not seeing the CTR you want, A/B test variations of your ads, changing just 1-2 words to improve clarity.

Understand How Your Audience Views Colors

Believe it or not, a large part of your market’s purchase decision is made based on color. Say you sell a financial service or investing guide. Green, the color of money, would be a good color for that audience. You may also try black, which is majestic and royal. Or, maybe you use a dominant green with black as a supporting color.

What if you tried pink? Well, people associate that with Valentine’s Day, women, or breast cancer awareness. So you’d really confuse your market if you went that route.

Color means different things to different markets. So try to understand what color means to your audience, and use meaningful colors to them.

Apply these tips, and you’ll notice better conversion rates in your internet advertising.

 

 

How to Get More from Your Marketing Videos

If you’ve read our blog for a while, you’ve heard us trumpet the value of video marketing. It simply works.

But what about video marketing works?

It’s not that you simply shoot a video and your customers pay attention to it because you have a video. That’s not enough to make a huge difference.

Here’s what works about videos, and how you can get more business from yours:

  1. Tell an Inspiring Story Filled with Emotion

Stories and emotions get remembered. Facts and monotone speech don’t. Your customers may be uptight when they do their video testimonials. But that’s okay because they’re not experienced being in front of the camera.

Videos that get shared like crazy and drive real business tell touching stories about problems you solve. So don’t hold back when you shoot your own videos. Be anything but corporate and professional.

  1. Add a Call-To-Action at the End

This used to not exist. Videos used to…just end. Now, you can add a button and your contact information to the final few seconds of the video. Customers touched by the story you tell who believe you have the perfect solution for your problem are more likely to take action when you tell them.

You don’t want that call-to-action appearing until the final few seconds of your video. If you show it earlier, it’s annoying because your potential customer hasn’t had the opportunity to experience the story and solution you have to offer.

  1. Make Sure You Promote Your Video

Posting your video on a page on your website is a good idea. Visitors will have the opportunity to view it and build their relationship with you. But if that’s all you do, you’re greatly harming your success.

Promote your video via every method you have available. That could be your e-mail newsletter list, Facebook, Twitter, and Instagram accounts, and so on.

  1. Gather Data and Monitor Your Analytics

Analytics can get sophisticated enough to the point where they tell you exactly where people stop viewing your video. That gives you insights as to what your customers do and don’t like about your video. Then, you can learn what to do so you keep more people watching longer.

It sounds so simple. But to really get into your customer’s minds takes time and study.

Here’s to Your Success

With these tips, you’ll get more engagement, interest, and sharing from your videos. Ultimately, that translates into more sales. So make sure you include them in each video to the maximum extent possible.

Google Introduces “Verified Customer Reviews”

Have an online store?

You’ll want to include Google’s “Verified Customer Reviews.” They’re a new kind of review exclusively reserved for customers who have actually purchased from you.

With the “Google Reviews,” which you’re probably thinking of, technically anyone can leave one. So, the credibility of those isn’t quite what it could be. Although in most cases, Google Reviews are 100% legit.

How Does It Work?

Pretty simple. You sign up for a free Merchant Center account. After you sign up, your customers get the option to receive an email after they purchase that asks for their feedback.

Then, you can get a badge for your website that displays your rating. In addition, your seller rating appears on Google Shopping and Adwords ads.

It can be quite the credibility booster that leads to more sales.

How Can You Get More Google Reviews?

This feature is cool and easy to implement. What if you have a physical store subject to the standard Google Reviews?

How do you get more of those?

Fortunately, it’s not as hard as you fear. Here are a few strategies for getting more of those:

  1. Have a Method for Following Up with Every Customer

Collect customer information. Whether you’re a savvy law firm or an antique shop, you can easily get your customer’s email.

Once you have it, set a reminder to send your customer a brief (1-2 sentences) email asking them to leave you a review. That email should include a link they can click to leave you a review.

Doing this makes it easy for your customers. The one thing they have least of is time.

  1. Publicly Respond to Any Complaints or Negative Feedback

You won’t get 5-star reviews every time. When you get anything short of that, respond to what the customer didn’t like publicly.

Try to understand what went wrong in their mind. And see what you can do to fix it. When you do, make sure you publicly post what you did. And ask your customer to update their review with how you handled the situation, and how they feel about your company now.

Not only does this show you errors in your business, but it also builds a lot of trust with potential customers who do read your reviews. And this could earn you many more customers in the future.

  1. Offer a Giveaway in Exchange for Reviews

To keep this honest and ethical, you’re not paying one customer for a good review. Instead, you’re giving away something of value in exchange for any review.

Make the item or service given away related to your business so you don’t attract people who could care less about your company.

Reviews are invaluable to your online success. Make sure you get as many as you can. And take each one to heart.

Does Your Content Support the Entire Sales Cycle?

Young businesswoman sitting at the office reading business report.

Warning: this post gets a little complex.

But, once you understand the information within, you’re going to be much smarter than most companies who use internet marketing.

You’re probably at least a little familiar with the concept of a sales cycle, right?

Your customers, whether businesses or consumers, have a certain set of steps they take before they finally purchase. For businesses, this can be up to 2 years. For consumers, this can be as short as 2 seconds.

Most websites focus on “bottom-of-the-funnel (BOFU)” content. In other words, this is the content a customer consumes right before they call, email, or click and order.

Nothing wrong with doing that. But you leave a ton of sales on the table if that’s all you do. Typically, you can think of your product or service pages as “BOFU” content. Your customers will read through that right before acting.

How Focusing on More Steps in the Sales Cycle Wins You More Sales

But long before your customers actually act, they already are unwittingly engaging in the sales cycle.

It all starts with a problem, right?

Your customer has something wrong in their personal life. Or a business has a big problem, like not getting enough leads.

For example, a consumer’s home seems too cold in winter and too hot in summer, despite the fact that they have a new HVAC system.

So if you run an HVAC company, you can engage them right at that point with content. They might search something like,”Why is my house so cold?”

Then, you create a blog post that answers that question. For example, it could be because they have the wrong size of HVAC system installed in their home. Or maybe their crawl space isn’t insulated properly.

Then, at the end of the post, you conclude it’s impossible to tell without a firsthand inspection.

When they read the post, the customer is at the beginning of the sales cycle. If you like acronyms, it’s called “TOFU” or “top-of-the-funnel.” They’re aware of the problem and beginning to understand it.

During the post, you’ve moved them to the “middle-of-the-funnel” or “MOFU.” They have a solid understanding of their problem, and now they need to research other HVAC companies who do the same thing.

But since you’ve educated them on the problem, while most HVAC companies don’t in their blogs, they’re much more likely to bookmark your website, or remember you. And they’re much more likely to actually call you.

It’s because they know you understand the problem and solution. Other HVAC companies might too, but they don’t necessarily demonstrate this in their blog. So the consumer is left with some doubt.

That’s How Content Marketing Works

That’s a simple example of content marketing in action. You can push customers along the sales cycle fast, and they’re happy to walk along with you because they’re solving your problems.

This is why you need to care about the sales cycle. And since many other small and local businesses don’t, you’ll uncover a gold mine of customers they wish they had.

How to Boost the Click-Through Rate of Your Search Listings

Using computer

It’s no secret searchers by and large click on the top 3 search results. Some get smattered throughout the rest of the first page. After that, searchers don’t look at any more results.

But, they don’t factor the top results in as their only consideration. They have lots of other factors in their decision.

And two of those are the big blue headline (SEO Title) and the 2-3 lines of text just below it (META description). When you focus on those two things and what they say, you can identify a nearly limitless number of ways to improve the number of clicks you get.

Here are some things to check:

  1. Tug at People’s Emotions

Whether you sell to businesses or consumers, emotions work at getting attention and causing action. Business people require much more rational evidence to make their decision.

Think “sell the experience,” what your customers get from your products or services. Don’t focus on your products or services themselves. Consumers and business people want a certain experience and emotional benefits because they can get the same product or service many different places.

  1. Show Readers What They Can Expect After Clicking

Whether selling to business people or consumers, they all want to know the next step. It’s something experienced internet marketers do in their marketing. They want to feel like they have one continuous experience. And they want to make sure you deliver on your promises.

  1. If Nothing Else, Focus on Curiosity

Traditional marketers and ad-writers have always found that curiosity has the most power of all emotions. So, your headlines should allude to that emotion if you can’t settle on which other one works best.

  1. Write in Headline Style

Many companies have straightforward, keyword-based headlines like this:

Laptop Computers | PCs for Sale | Desktops for Sale

That builds exposure for those key terms. But, it doesn’t give searchers any reason to click on your result.

So you can be more persuasive by creating a headline-style title like this:

Affordable Laptop PCs For Sale For the Next 3 Days Only

That reads much more like a typical advertising headline that you might see. If you’re concerned about not ranking for certain keywords, simply create more pages selling the same products that contain the keywords you want to go after.

It’s hard to find the right headline and META description that get the most clicks. But, it’s worth the effort. At least now, you have enough information to begin testing and learning what works.