Online Marketing Best Practices: Pagepeel Technik um Kontakte zu gewinnen

Dieser Beitrag ist Teil einer Reihe zum Thema „Online Marketing Best Practices“. Dabei werden einfache, aber wirkungsvolle Internet Marketing Techniken für erfolgreichere Webauftritte dargestellt.

Wer im Internet Kontakte auf seine Verteilerliste bringen will, muss erstmal einen Mehrwert für den Leser generieren. Deshalb werden oftmals Reports, Whitepaper oder Checklisten zum Download angeboten – im Gegenzug für die eigene E-Mail Adresse.

Eine interessante Anwendung, die mit der Neugier der Besucher spielt, sind die so genannten „Pagepeels“. Dabei wird in der rechten oberen Ecke ein Bereich animiert, der beim darüberfahren mit der Maus weitere Details enthüllt. Diese geben der Seite einen dynamischen und professionellen Touch – und Benutzer klicken gerne, um mehr zu erfahren.

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17 erprobte Wege – Verdienen auch Sie mit Ihrer Webseite ENDLICH Geld!

Wenn Sie eine Webseite haben, fragen Sie sich bestimmt, wie Sie damit auch ein bisschen Geld verdienen können. Die offensichtlichste Lösung ist natürlich, dass Sie Ihre Produkte und Dienstleistungen über Ihre Webseite vertreiben und damit Geld verdienen. Aber es gibt noch weit mehr Ansätze, und diese wollen wir uns heute anschauen. (mehr …)

Online Marketing Best Practices: Der Trick mit dem Play-Button im Video

Dieser Beitrag ist Teil einer Reihe zum Thema “Online Marketing Best Practices”. Dabei werden einfache, aber wirkungsvolle Internet Marketing Techniken für erfolgreichere Webauftritte dargestellt.

Ein Klassiker: Sie sehen das Standbild eines Videos, das verheissungsvolle Informationen verspricht – und der „Play“-Button ist nur einen Klick weit entfernt. Aber Hoppla, sobald Sie klicken kommt der „Call to Action“, die Handlungsaufforderung:

Um das Video zu sehen, müssen Sie sich zuerst für die Mailingliste registrieren!

Der amerikanische Infomarketer Ryan Deiss ist ein Meister seines Fachs (und ein sympathischer Kerl obendrein) und zeigt in diesem Beispiel schön auf, wie man den Benutzer von einem Klick zum nächsten führt. Dahinter steckt viel Psychologie, genauer gesagt der „Zeigarnik“-Effekt.

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Journalism and Content Marketing – Peanut Butter & Jelly by Christine Parizo #ASE17

The Editorial Calendar

  • Use themes.
  • Plan months in advance.
  • Break down themes into content.
  • Be prepared to flex.
  • Measure engagement

Have an Angle

  • Business problem
  • Customer as hero
  • Behind the scenes
  • Be informative

Executive Summaries

  • Essential details
  • Skip attribution
  • Be visual
  • Differentiate

Leverage interviews

  • Expert quotes
  • Internal SMEs
  • Paraphrase

Research!

  • Statistics
  • Third-party studies
  • Examples
  • Always attribute

 

Accelerating Revenue Growth Through Influencer Marketing by Tadd Spering #ASE17

Why influencer marketing?
Influencer marketing is one of the hottest, and most effective, ways to get your brand in front of a massive targeted audience.

Influencer Marketing Statistics

  • When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate.
  • They are also four times as likely to spend significantly more than those without a social component.
  • Customers acquired through word-of-mouth (such as influencer marketing) are retained at a 37% higher rate than those acquired through other means.

Brands are spending a lot on influencers

  • Globally, marketers spent $570 million on influencer marketing last year… on Instagram alone.
  • In 2016, brand sponsored influencer posts cost $9.7 million. By 2019, it’s expected to rise to $32.3 million. (Source: Media Kix)
  • On average, brands spent $25,000 – $50,000 per influencer campaign in 2016.
  • Some companies charge a minimum of $10k to run a campaign but results can be seen with a smaller budget.

Best Practices

Transparency

  • Ideal partnership between brand and influencer allows for transparency within the campaign terms and analytics.
  • Bloggers should disclose their exact number of followers and degree of influence.
  • Brands should clearly identify their content needs, specifically if there are any legal mentions such as #ad or #sponsored and pay influencers on time.

Campaign Tracing and KPIs

  • Brands and retailers should have a real-time view into how well the campaign is performing.
  • KPIs should be agreed upon before the campaign and measured fairly throughout.
  • Some influencers are better at driving sales and conversions while others are best for engagement and user acquisition.
  • KPIs should be unique to the campaigns.

Influencer Marketing will be a large part of the overall marketing strate

  • A recent Influence 2.0 study shows that influencers will play a role in the overall customer journey through content, engagement and community.
  • It is by engaging influencers in authentic, long-term relationships and creating value within the relationships between influencers and their communities, that CMOs can impact sales, satisfaction, retention and overall customer experience

Campaign Overview

  • Budget of < $10k
  • 10 style influencers created outfit posts featuring the products provided by brand.
  • Influencers shared all posts to their blogs, Instagram, Pinterest, Facebook and Twitter, with full tracking functionality through Stylinity’s Go2Buy platform.
  • The duration of the campaign was 3 months.

Affiliate Network Migrations Made Simple by Chris Tradgett #ASE17

 

Overview

  • why move your program?
  • program audit
  • new program setup
  • migrating affiliates
  • ongoing analysis

why move?

  • network closing…
  • network not what it used to be
  • your business has changed
  • expanding markets
  • moving to a SaaS platform

check the details

  • do your due diligence
  • technology
  • mobile and cross-platform
  • reach and service
  • compliance and fraud management
  • affiliate relationships
  • affiliate reporting system
  • negotiate contract terms
  • ensure there’s no ‘non-compete’ clause
  • assess your team – new hire or OPM?

program audit

  • understand existing publishers
  • revenue drivers
  • promotional needs and channels
  • ensure lines of communication open
  • conduct a gap analysis
  • prepare recruitment communications
  • Set a manageable overlap time

program set up

  • communication is key to success
  • build a strong PR plan for launch
  • phone major affiliates well ahead to pre-warn
  • email all affiliates ahead of launch date
  • get the new network fully set up and tested well before launch

migration process

  • manage partner migrations
  • personal interaction
  • meet major affiliates
  • provide page link analysis
  • ensure the right creative is available
  • look at incentives for changing links
  • maybe cull inactive publishers…
  • dead links
  • beware of brand issues from dead links:
  • major affiliates more likely to move
  • old blog posts may not be obvious
  • smaller affiliates less responsive
  • all can lead to a network 404
  • consumer views of the brand may be impacted
  • success
  • Example migration from Missguided.com
  • migrated exclusively to Awin network

ongoing analysis

  • program analysis
  • continual network affiliate analysis
  • use third party link analysis tools to identify links still active
  • compare with competitors using backlink analysis tools
  • completing migration
  • ongoing analysis of former programs
  • regular communications to prompt
  • keep up pressure until the overlap period ends
  • incentivize late movers