In this episode of the Call to Action podcast, Unbounce's Dan Levy talks to Jennifer Pepper (Unbounce’s Customer Success Content Strategist) about this tricky video task. They dive deep into the importance of a data-driven approach to video marketing campaigns, and share some tried-and-true storytelling methods that'll give your videos that extra kick.
In this episode of the Call to Action podcast, we explore how to write amazing landing page copy.
First, we tell a story of what happened when we made our "About Us" page copy a little bit too much… about us.
Then, Unbounce's Dan Levy talks to strategist and copywriter Marc Aarons about embarrassing writing habits and an easy-to-remember formula for making sure you're simultaneously delighting readers and attracting qualified customers.
In this episode of the Call to Action podcast, we have a quick story about why we've restructured our AdWords account into country-specific campaigns. Then, we speak to Aaron Orendorff of iconiContent about everything display ads: banner blindness, the fat thumb phenomenon and how one company used display ads in their content to recruit qualified employees.
A story of how a clever blog post title halved our open rates, and a breakdown of email marketing tactics that Jimmy Daly, Head of Content at Vero, borrows from the likes of Airbnb, TripAdvisor and Uber.
As marketers, it’s super easy to get caught up in our data and analytics.
Sometimes, we’re watching our click-through and conversion rates so closely that we lose sight of the fact that there are people behind every click. Real people with real emotions.
In this episode we speak to Talia Wolf, CEO and founder of Conversioner, about how tapping into your customer’s emotional needs can make your landing pages more powerful.
Marketers are slowly realizing that good landing page design creates a sense of trust and can ultimately lead to higher conversion rates. That is, unless you’re losing sight of other important things, like making your unique value proposition the star of your page. Or letting design take precedence over persuasive copy. In this episode, we talk to Mark John Hiemstra, Content Marketer at Unbounce, about some landing page design trends that can actually do harm to your conversion rates – and how to determine whether they’re right for you.
Marketing and customer support are often thought of as two distinct departments, each minding their own part of the customer lifecycle. But the two departments are more related than you may think. In fact, many companies are finding evidence that exceptional customer support can have a positive influence on conversions. In this episode, we speak with Len Markidan, Director of Marketing at Groove, and attempt to answer the question, “Does exceptional customer support increase conversions?”
As content marketers, we pour our heart and soul into every piece of content we create. Which is why it's super frustrating to spend an insane amount of time putting together a blog post, only to have it flop.
But what if there was a way to easily tell whether a blog post idea will resonate with your audience, all while making your brainstorming process a breeze?
Say hello to your new best friend, Google Analytics.
In this episode, we spoke with Andy Crestodina from Orbit Media about Google Analytics reports can help make your blog content more successful by leaps and bounds.
Sometimes, your landing page visitors aren't quite ready to convert. At least not yet. And that's all right.
There isn't much you can do to convince people who simply need more time, but there is a lot you can do to remind them that you exist and gently nudge them toward conversion.
Which is where retargeting comes in.
In this episode, we talk to Johnathan Dane about how retargeting can help you recapture those prospective customers that haven’t yet taken the plunge (but totally want to).
On the surface, running a social media campaign seems relatively straightforward.
Write your copy, create your assets, set up tracking and then queue it all up in your social media scheduling tool. Simple enough, right?
But if you want to run social media campaigns that actually moves the needle for your business and bring you measurable results, then there's one important step you should never skip:
A/B testing your campaigns.
In this episode of the Call to Action podcast, we speak with Marcus Taylor, founder and CEO of Venture Harbour, about why (and how) you should be testing your social media campaigns.
Successful landing pages tell stories that build in momentum and culminate with a super persuasive call to action.
It doesn't matter how awesome the rest of your landing page is - a poorly-written CTA button can bring all that conversion momentum to a halt.
In this episode of the Call to Action podcast, we spoke with John Bonini, Director of Marketing at IMPACT BnD about the extraordinary results the company achieved from an A/B test - and what they learned about the anatomy of a compelling CTA.
When you created your last lead gen landing page, did you start by writing a punchy, benefits-driven headline?
Yes?
Not so fast. There might be a more effective place to start.
As Oli Gardner explained in our most recent episode of the Call to Action podcast, starting with your opt-in form can help you generate more leads.
In his free 7-Day Lead Gen Landing Page Course (and this podcast!) Oli teaches some tricks for growing your leads list like a boss.
The process of generating leads can be time consuming and even a little frustrating. If this problem resonates with you, then do I have some exciting news for you!
In this episode, we speak with Tim Tyson, Unbounce's landing page futurist, to chat about our newest (and groundbreaking) feature - Unbounce X.
Unbounce X will allow you to partner up with other businesses so that you can maximize traffic to your landing pages, run more effective A/B tests and ultimately, get more conversions.
Growth hacking has become a bit of a marketing buzz word in recent years, and for good reason - the strategy has helped many marketers accelerate the growth of their business at what seems like an impossible rate. By identifying and focusing on what works, marketers everywhere are generating bigger wins with less effort.
If "hacking" can help you grow your business, can it also help your content marketing efforts?
In this episode, we speak to Garrett Moon, co-founder of CoSchedule, about easy-to-implement growth hacks that will make your content marketing more effective.
Have you ever spent time setting up an A/B test only to see a marginal increase in your conversion rate (or even worse - a drop)? You can test all the best practices on your landing page and still not get that conversion boost you were hoping for. Sometimes, the best A/B testing ideas come from unexpected places. What if you were able to learn your prospect's favorite TV show and then use that information to formulate smarter A/B testing hypotheses? In this episode, we speak to Allison Otting, Disruptive Advertising's Head CRO Designer, about how to let your prospects guide your landing page optimization efforts.
With so much noise on Twitter and Facebook, it can feel impossible to get your company noticed.
But it doesn't have to feel like pulling teeth. There are simple strategies you can implement to be heard - without flat-out shoving your brand down people's throats.
In this episode of Call to Action, Shannon Byrne, formerly of Mention and current Director of Content at CloudPeeps, explained why getting noticed (and generating leads) on social media all starts with listening.
Your email marketing funnel has a lot of work to do. It has to continue the conversation you started on your landing page. It has to woo prospects and nudge them gently toward conversion - all without being overbearing or spamming them 'til they unsubscribe. So how do you find that happy medium? The perfect timing and phrasing to inspire action (without pissing people off)? In this episode, Peter Tanham, CEO of Sparkpage, breaks down a series of A/B tests you can run on your welcome emails to kick your email marketing into overdrive.
There's a reason that so many conversion rate optimization "best practices" we learn about stem from the field of psychology.
If you understand human behavior - the desires and motivations of your audience - then you're better equipped to give people what they want.
In this episode, Neil Patel of KISSMetrics and Quick Sprout explains how anticipation works in a user's brain and how you can leverage it to create more enjoyable user experiences… all while increasing your conversions.
If you want to run AdWords campaigns that convert, you need to know what's on your prospect's mind.
I'm not talking about some crystal ball stuff.
In the latest episode of Call to Action, Tiffany da Silva, Director of Digital Strategy at Powered by Search, explained that no supernatural powers are required.
In fact, you can tell a whole of a lot just from what people are searching for. By learning more about user intent - their stage in the buying cycle and what they're looking for - you'll create better, higher-converting PPC ads.
Learn more at http://unbounce.com/podcast
When we recently published a guest post about exit overlays, we expected it would cause a bit of controversy...
And boy were we right.
But as Angus Lynch, Director of Marketing at Rooster explained in the post, there's a reason that this marketing tactic is so polarizing: Exit overlays convert - but not without pissing some of your prospects off.
In this episode, Angus tackles some of the comments he received on his post and outlines how exit overlays can score you conversions without negatively impacting user experience.
Copy is an important part of persuading prospects to convert... so then why do marketers toss around cliche terms like "world-class" and "breakthrough" on their landing pages?
On this episode of the Call to Action podcast, we chat with Henneke Duistermaat of Enchanting Marketing about her disdain for certain overplayed terms in the marketing space.
No one wants to feel like they're being sold to - Henneke discloses which words you're better off avoiding if you want to write copy that converts.
With everyone and their grandma pumping out blog posts and ebooks galore, it takes a lot of effort to get your content in front of the right people.
On this episode of Call To Action, we speak to Shopify's Tommy Walker, about his open letter to content marketers. Tommy had a bone to pick with content marketers over producing tons of content without a clear strategy.
As he explains in the podcast, every piece of content you create needs to fit into a larger strategy – and have one clearly defined goal from the start.
"Always be testing" has become a mantra in the conversion marketing world, and we're as guilty as anyone. But the truth is that running valid tests that actually have an impact on your bottom line is easier said than done.
On this episode of the Call To Action podcast, we talk to conversion rate optimization "junkie" Michael Aagaard of Content Verve and he explained that your A/B tests are only as good as your hypotheses. Michael explains that if you don't quite understand why you're running a test, then it's probably not going to yield very useful results.
He came to this realization when he noticed that he was focusing on test quantity over quality. Once he dialed back the amount of tests he was running and amped up his research, his tests starting producing some pretty dramatic results.
On the debut episode of Call To Action, we delve into the world of pay per click advertising, which can be a bit overwhelming if you're just starting out. To get off to a solid start, it never hurts to look to veteran marketers who have already done their time in the PPC trenches.
We speak to Elizabeth Marsten, Vice President of Search at Portent, Inc. about the common mistakes that marketers are making with their PPC campaigns.
In the interview, Elizabeth explains why PPC marketing and online dating have more in common that you might think. When Elizabeth first met her future husband, she was disappointed when his bearded mug didn't quite line up with his babyfaced Match.com profile pic.
Similarly, in your PPC campaigns, if your ad doesn't line up with your landing page, then potential customers will feel confused and misled, also known as poor message match. And if they have a weird or confusing "first date," they're probably not going to give your campaign a second chance.