The important thing to extra conversions is to cease disappointing your prospects; Wednesday’s every day temporary
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Good morning, marketers, and what is the linchpin at CRO?
Michael Aagaard gave us a closer look at the disappointment from a neuroscientific and psychological point of view in his keynote at yesterday’s SMX Convert. He looked at what conversion research we can do to understand where / when our customers experience disappointment and how to mitigate them.
The key is to really understand and manage our customers’ expectations so we can create better and more engaging conversion experiences. An example he shared was that a customer had problems once customers came to “enter credit card” part of their trip. After doing some research, he found that the whole process prior to this stage had these prospects believing that what they were getting was free. Record a record!
Of course they didn’t convert. They were probably very disappointed when they found out that they weren’t getting anything for free after all. The whole process of delighting and disappointing customers makes sense – people who have fun every step of the way will obviously convert because you made it so easy for them.
Then how do you improve your CRO? One tip: go through your own funnel and find out where the disconnects are. Remove those barriers and test, test, test!
Search Content Director
Three PPC Targeting Tactics That Power Each Stage Of The Funnel
In her successful session at yesterday’s SMX Convert, Amy Bishop, Owner and Marketing Advisor at Cultivative, trained us in multi-channel targeting tactics to turn potential customers into paying customers. Your three-step strategy includes ways to better understand your audience, identifying the different buying paths, and tips to make sure you are reaching them at every stage of that journey.
- Know your target audience. Just like the SEO side, it’s important to have your personas on hand for this exercise. Unless you have a set group of personas, Bishop has asked a few questions about your potential audience.
- Design your campaigns to support the funnel. “A common question I get,” said Bishop, “is which channels go where [in the funnel]. I would really caution against this mindset as most channels have different ways to reach potential customers. It doesn’t have to be “YouTube up, then show it, then search”. You can let each channel work for you, depending on who your prospects are and what channels they are using and what targeting options are available across all channels. “
- Considerations for Improving Campaign Performance. If you’ve done all of the above and in Amy Bishop’s SMX Convert presentation and you’re still having issues, here are some common mistakes she encountered in campaigns before: Lack of data, no optimization for a higher funnel conversion, and no better testing qualify target groups and look alikes.
>> Would you like to see the entire session? Log in to view the entire learning journey of SMX Convert on-demand.
Read more here.
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Social shorts: TikTok, YikYak? (yes, really) and social media marketing IS content marketing
TikTok publishes a guide to creative solutions for marketers. Some dos and don’ts: Rely on uniqueness and creativity. Content with its own flair makes TikTok thrive and is the key to great results. Don’t expect every creative element to contribute to an outcome. Don’t just replicate the same creative used on other platforms. Read the full guide here.
“I’m not sure what to make of itbut if you’re interested for whatever reason, your favorite anonymous social media app, YikYak, is back in app stores in the US, ”wrote Andrew Hutchinson for Social Media Examiner. “You now have another way to get a feel for what is of interest to the people in your local community that might be worth a look. Perhaps.”
Content Marketing 101: Reach Your Audience In Many Ways. This guide by Mara Calvello with G2 underscores that social media is still part of a comprehensive content strategy. “Whether it’s Facebook, LinkedIn, Twitter, TikTok, or Snapchat, there are many ways to share your content, change your messages, and make it visible.” If you don’t include social media in your content plan, by all means go back to Drawing board.
What we read: A Privacy Approach to Personalization: Gaining Consumer Trust Through Transparent Data Collection
We mentioned it on Search Engine Land, but advertisers are stuck between a rock and a difficult place when it comes to personalization and privacy.
“91% of consumers are more likely to buy from brands that give them relevant recommendations, and the majority of consumers (58%) are positive about personalized ads,” Sanam Saaber reports on StreetFight. At the same time, however, we are fighting a wave of distrust from the same consumers as they do not fully understand how and why advertisers are using their data.
With Google postponing FLoC implementation to 2023, Saaber reiterates what we’ve heard from many paid search experts: get your ducks in a row now. If you had a first-party data test plan, don’t postpone it! So you only have more time to try it out.
The four types of data are often merged, but are very different in the eyes of consumers and the law, Saaber wrote.
- Zero party data is information that is intentionally and proactively provided by consumers (e.g. surveys, questionnaires, profile information)
- First party dates is information that is collected directly from consumer actions (e.g. on-site actions, engagement in social media, use of mobile apps)
- Second party Data is data that is collected by another company directly from consumers
- Third party data is information collected from a number of sources and purchased from data aggregation companies (e.g. third-party cookies)
One of the keys to making customers comfortable with your data collection practices? Let them know what’s going on. Be transparent about what you collect and what you do with it, and give them a reason to share:
“Too many brands have long and illegible privacy policies that aren’t educational. Impress customers at the start of their journey with creative and easy-to-digest content. Consumers are generally willing to share their information once they understand the benefits they will get in return, such as personalized coupons or more relevant recommendations. “
About the author
Carolyn Lyden is Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search, and analytics, she focuses on making things easier for marketers with critical news and educational content.