Online Marketing, Growth Hacking, SEO & Conversion Blog

Snail Mail Marketing: Should You Even Bother?

By | Food for thought | No Comments

Is snail mail marketing dead or is there some merit to sending your consumers direct marketing material?

70 percent of people state that they receive too many emails, which has some marketers questioning whether or not they should return to the good old days of snail mail.

Approximately 13.8 billion letters are sent every year however, in comparison over 74 trillion emails are sent every year.

The average lifespan of a piece of snail mail is about 17 days, whereas the average lifespan of an email is around 2 seconds. Could it be that snail mail may have marketing benefits?

It is interesting to note that 75 percent of consumers could recall a company name after receiving marketing material in the mail, whereas only 44 percent of consumers could recognise the company name after receiving an email.

Hands down, if you want to be more memorable and stick in the minds of your customers, snail mail may be the way to go.

In fact, research by the Direct Marketing Association found that snail mail out performed email in almost every category.

One of the most surprising pieces of information to come out of the study was that 79 percent of consumers acted after seeing a piece of marketing snail mail, compared to just 45 percent of consumers who viewed the same offer over email.

50 percent of companies in Australia report that they still use snail mail in order to market and promote their products, however one concerning factor with this method is the cost.

There are often huge costs associated with organising snail mail marketing that it is not always viable for smaller businesses and startups.

One study found however, that even though snail mail is more expensive, it was better at helping companies to acquire new customers.

The study found that snail mail resulted in a $51 cost per lead, whereas email resulted in a $55 cost per lead.

Even though snail mail marketing has more upfront costs, it seems that it does have a better return of investment than email marketing.

When it comes to determining the type of marketing for your brand, it again comes down to your audience and what is going to resonate with them the most. However, it does seem that snail mail may be a good way to go, especially if you are looking to create a memorable marketing campaign.

At the end of the day, it seems that combining both snail mail and email marketing may be the best. In fact, many companies find that combining both snail mail with email marketing is the most effective strategy.

In one survey, 51 percent of companies stated that they preferred to use a blend of both snail mail and email marketing. Another 56 percent of those businesses said that they found this strategy the most effective when it came to acquiring new customers.

In addition to this, it was found that consumers spent an average of 25 percent more when they used a combination of snail mail and email marketing.

So, if you are considering trying something different or want to amp up your marketing efforts, perhaps try snail mail.

 

Instagram Vs. Snapchat Stories: Which One is More Effective for Marketers?

By | Social Media | No Comments

Instagram recently released its own version of “stories” a feature that was once exclusive to the social app, Snapchat.

Instagram stories, like Snapchat stories, allow users to share multiple photos and videos in a slideshow or “story” format. The story lasts only 24 hours and is deleted after this time frame.

Even though both the “story” platforms are extremely similar, Snapchat stories have dipped between 15 to 40 percent since Instagram stories launched.

This is definitely a big blow for Snapchat, which is currently one of the top social media platforms that are not owned by Facebook.

While Snapchat stories dropped drastically, Instagram stories have been doing extremely well.

In fact, influencers on Instagram report that their engagement rates are 3-5 times higher on Instagram stories as compared to Snapchat stories.

In just 6 months, Instagram stories also reached 150 million daily users, which is only slightly under Snapchat, and this number is continuing to rise.

Many people have stated that the emergence of Instagram stories has caused the imminent death of Snapchat and that the social media app is going to struggle in the future.

While it remains to be seen what the future of Snapchat holds, the platform is still used by many, particularly in a younger demographic.

But, is it worth marketing on Snapchat or Instagram?

With so many different social platforms emerging, there is only so much content that can be created and shared, which is why choosing the most effective social platforms is so important.

As a business or marketer, it may be important to work out which platform is more effective and will yield the highest return of investment.

One way to determine this is to see how users are interacting with the platform. While Instagram is definitely yielding higher engagement rates, it is interesting to note that many users are simply browsing.

On Snapchat however, users are more likely to create content and spend an average of 15 minutes more on the app than compared to Instagram.

It is also interesting to note that Snapchat is more popular with those aged 18 to 24, and 60 percent of their users are under the age of 25. Snapchat is also predominantly used by females.

It has also been discovered that brands that have a strong personality and marketing message tend to perform well on Snapchat.

This is because the platform itself is extremely creative and quirky. It also has a spontaneous feel and is a great way to showcase the personality of your brand.

Instagram by contrast, attracts an older audience and majority of users are aged 18 to 29. An additional 33 percent of users are also aged 30 to 49.

Content on Instagram is also more stylised, which means that it is great for showcasing products, and professional looking images.

Instagram stories has also been considered easier to use, which is why it is currently appealing to marketers and business owners.

The bottom line when it comes to working out whether Instagram or Snapchat is the better fit for your business is understanding your customers.

Neither platform is better or worse than the other, they all just offer something different.

3 Ways to Boost Your Sales Without Spending a Cent

By | Business | No Comments

Wouldn’t it be great if you could boost your sales without spending a cent more on your marketing efforts?

In this article we are going to share with you three proven ways to boost your sales without spending anymore on marketing.

Ready? Let’s get started.

Step 1: Optimse your Social Media Platforms and Presence

Social media is a fantastic tool for any brand and is a great and cost effective way to promote your products, services and brand mission.

There are many social platforms out there that are all free to use and can reach billions of people every single day.

Most social platforms like Facebook, Instagram and Twitter also offer affordable options for those looking to run paid advertising. From just a $1 per day, you can run a Facebook ad and have it seen by thousands and thousands of people.

As you can see from this alone, it is definitely worth exploring all that social media has to offer.

Social media platforms also allow you to build brand awareness. In fact, showcasing your products and services is good, but what is even more effective is showcasing the “personal” side of your brand.

This involves doing things like sharing a “behind the scenes” look at your brand, sharing stories and so on. In fact, the more relatable and personable you can be on social media, the better.

Social media can also be used to maintain contact with your customers and can be used to ask questions, get testimonials and even run competitions.

The sky is really the limit when it comes to using social media to market your brand, and the best news is that it is extremely cost effective.

Step 2: Leverage your Data

If you have run ad campaigns and marketing promotions in the past chances are you have a lot of data.

Even tracking your website data on a program like Google Analytics, can provide keen insight into your customer’s behaviour.

By paying attention to this data and observing the statistics, it can help you to save time and money.

In fact, Google Analytics is free to install and can provide you a lot of valuable information that you can use to better market your products and services. Tracking metrics in Google Analytics also allows you to understand your customers and what is going to speak to them.

Aside from diligently paying attention to the metrics you collect, another great and cost effective way to gain data is to run surveys.

There are many programs out there that offer free surveys which you can send out in order to get feedback.

All of this data will help you to deliver better products and services to all of your customers.

Step 3: Focus on Retention Rather than Acquisition

Retaining your customers is not only easier than acquiring new ones but it is also more cost effective.

Existing customers are a lot easier to market to and studies show that they are also more likely to purchase more and spend more with your company. In fact, research shows that existing customers are responsible for 40 percent of a business’s revenue.

Instead of focusing your efforts on acquiring new customers, perhaps turn your attention to retaining your existing customers first.

There you have it, three easy and cost effective ways that you can save money while boosting your sales.

How to Network and Reach Out to Influencers Like a Pro

By | Food for thought, Growth Hacking | No Comments

Building relationships with others is just as important as building your business. In fact, the two often go hand in hand as most of the time, one can’t be achieved without the other.

Whether you are dealing with clients, customers or potential partners, building relationships is crucial to the long term success of your business.

When you build relationships with others, it allows you to-

  • Meet new potential customers and clients
  • Collaborate with other businesses
  • Pull your resources and knowledge together
  • Establish yourself as an authority or influencer in your field
  • Increase your network
  • Grow the reputation of your brand
  • Be inspired by other businesses and thought leaders

As you can see, there are so many benefits to building relationships. After all most of us have heard the saying- it is not what you know but who you know.

This is why reaching out to influencers in your field is definitely worth the time, effort and potential rejection.

Influencers are defined as people who have established themselves as an authority in their field.

Often influencers themselves have a wide network and can put you in contact with everything from investors, to clients and customers, freelancers and more.

When you reach out to influencers and collaborate, it can help to rapidly advance and grow your business. It can also help to solidify the reputation of your brand.

In fact, if you ask any successful company, most of the time they got to the top through their connections and meeting the right people at the right time.

Surrounding yourself with influencers in your industry can also be extremely inspiring and can help to ignite creative new ideas and keep you motivated.

Learning from influencers in your field can also be extremely valuable in the long run and can save your business time and money when it comes to researching your audience and finding new customers.

At first it can feel nerve-wracking to reach out to people to start building your network, but in this article we are going to share with you some fool proof ways to make it happen.

By following these simple steps, you will be an expert when it comes to building relationships, especially with top level influencers in your field.

Step 1: Know your Strengths and Weaknesses as a Brand

The first step before reaching out to influencers is learning the strengths and weaknesses of your brand.

This is going to allow you to better determine the type of influencers you should be reaching out to.

There is no sense in just reaching out to influencers because they have a large social media following or because their Instagram is studded with pictures of famous celebrities, you have to instead think strategically.

The best influencers to reach out to are the ones that are going to help you capitalise on your strengths and build on your weaknesses. By determining these factors for your business first, it can help you to know who is best to reach out to.

When it comes to determining your strengths think about the products and services that your company offers but also why your customers come to you over your competition.

What sets your company apart from the rest? Is it your approach to customer service? Do you have a different way of doing things?

Come up with a few of your strengths as a brand so you are familiar with what you can offer your influencers in return as well.

When it comes to determining your weaknesses, keep your attention focused on things you would like to improve.

Perhaps ask yourself what areas of your business could be improved to maximise your performance and to grow sales. Think of your ultimate goal and then see what areas could be improved.

Once you have determined the strengths and weaknesses of your brand, you can then find the perfect influencers.

Step 2: Find the Perfect Influencers

Once you have determined your strengths and weaknesses, the idea is that you want to reach out to influencers that are going to help push your strengths to that next level and help you with your weaknesses.

Look at all the influencers in your field and observe what they do best. Look at their perceived strengths and weaknesses and see how they interact with their clients, customers and other brands.

Once you have found the influencers that can help boost your strengths and fix your weaknesses, the next step is to think about how to best approach them.

If the influencers in your field are popular and well respected, chances are it is going to be harder to get a response, which means you have to do your research.

Step 3: Research your Influencers

Once you have created a shortlist of influencers that you would like to reach out to and that you feel could really help you and your business, you need to research them.

Check out any articles or blog posts they have written, read their profile on LinkedIn and browse through their social media pages to see what information you can collect.

This is not about “stalking” the person, but rather engaging in their brand and what makes them so influential.

Pay attention to any podcasts they speak on, any talks or seminars they have done, any magazines they write for and so on. This is going to help you when you start reaching out to them.

Also, pay attention to any similarities that you may have or things that you can relate to.

For example, you may see that your influencer took a trip to a destination you have been to as well, or you may see that your influencer also likes a similar type of music or TV show.

Sometimes after doing research on your influencer you may also find that they are no longer a good fit or that you are not a fan of their message.

If this happens, trust your instincts and don’t feel like you have to follow through just because you think you should.

When it comes to building relationships, the foundation has to be genuine otherwise it is likely that the connection is never really going to serve you well.

Step 4: Engage with your Influencer on Social Media Platforms

Once you have researched your chosen influencers, you may have a better understanding of what platforms they frequent and how they reach their audience.

You now need to use this understanding in order to engage with them.

Thanks to the popular emergence of social media, the best way to start getting on their radar is responding and commenting on their social posts.

If you see that your influencer has posted an article on Facebook for example, read it and then leave a comment. Make sure you comment is either praising them for their work or asking a question.

You may have to do this on a few of their platforms to begin with, but the idea is that you want to start getting them familiar with your brand and your name.

Even if they don’t directly reply, the more they see your name, the more likely that are to respond or reply back when you do start sending more personalised messages.

This psychological hack can make your name sound familiar to them, which increases your chances of getting a reply and an introduction.

When it comes to engaging on social media, again, being genuine is key. Don’t force yourself to say something or to reach out if you are not feeling it.

When in doubt, the best thing you can do is engage with compliments and positivity, as you can never go wrong with this.

Step 5: Send a Personalised Message 

Once you have engaged on social media, the next step is to send a personalised message.

Doing this over email is probably best, but you can also send personalised messages over social media as well.

When it comes to writing your personalised message, the most important thing is to have a goal in mind. Do you-

  • a.) Want to interview this person for your blog/podcast/webinar?
  • b.) Want to receive advice from this person?
  • c.) Want to build a relationship for a future strategy?
  • d.) Want an introduction to their network or investors or clients etc.?
  • e.) Want to collaborate in some way?
  • f.) Simply want to connect with another like-minded thinker?

No matter what your goal with reaching out is, keeping it in mind is going to help you write a message with purpose and importance.

Of course, you don’t have to share your goal with your influencer, the idea is that it is there to help you.

Once you have your goal in mind, you can start crafting your message.

Here are some helpful pointers to keep in mind –

  • Briefly introduce yourself – mention who you are, what you do, and your success in your field. Keep this to a maximum of 2 sentences if possible.
  • Explain what prompted you to reach out– let them know why you find them so impressive and why you love or appreciate what that they are doing. Compliment them for their work and perhaps even mention you love their article or interview- be specific if you can.

*Helpful Hint: there is a strategy out there that states the best way to get an influencer to respond is to critique their work, let them know what they are doing wrong and then offer suggestions. While this type of message may get a response, it is not likely to build a very solid relationship. No one wants to feel criticised, so be mindful of using this as a tactic.

  • Let them know you would like to connect- mention you would love to connect with them on a personal level, this could be with a phone call, Skype session or even in person. When you offer this, try to make it as easy as possible for your influencer to say yes. Keep everything simple and easy and perhaps even offer a time frame that you are available.

*Helpful Hint: if you notice that your influencer is going to be at an event that you will be attending, mention that you are going to be there and that you would love to catch up at the event. 

  • Offer something in return: another important feature of your message is offering the influencer something of value in return. This could be an introduction to someone in your own network, a collaborative effort, a service and so on. Keep your offer meaningful, yet simple. You don’t want to come across as desperate by offering too much.
  • Don’t be pushy- remember that your influencer probably receives many emails every day. In order to make your email stand out from the crowd, ensure that you are not pushy and you are also personable.
  • Add a personal touch- the last step to writing your message is to add a personal touch. This is a sentence or two that adds something unique to your message. It could be as simple as making a joke, or commenting on something relatable. For example- “I noticed you recently went to Paris, I am fluent in French if you ever need lessons for next time!” Try to find something that you can add to make your message memorable.
  • Give a free gift: another strategy that you may want to experiment with is offering a free gift. This could be your latest book or even promotional merchandise. Often when you offer something for free, people are more likely to respond and find ways to return the favour.

Keep your message as short as possible and to the point. Don’t go into lengthy detail about anything and don’t beat around the bush. Just be forward and straight up.

Step 6: Play the Waiting Game

Once you have sent off your message, the next step is to simply wait. This can be the hard part, so don’t get caught up checking your inbox or messenger app every day. If they are going to reply, they will.

In the meantime, keep commenting and engaging with them on social media. If after a few days you have still not heard back, write a comment on one of their public feeds that you sent them a personal message.

Calling them out in public may help you to get a response faster and may help your name to become more recognisable in their inbox.

It is also important to keep in mind that some social networks block messages from unknown senders or people not in your “network”.

If you suspect this may be the case, consider sending your message on multiple platforms, or sourcing their personal email address.

Step 7: The Reply

Once your influencer has finally replied to your message, the ball is in your court. From this point forward it is up to you to build a genuine and personable relationship.

Keep in mind this will take time and perhaps even multiple meetings. In fact, experts suggest that it takes the average person 12 points of contact in order to build a solid relationship.

These points of contact can include everything from an email exchange to a handshake or even a Skype meeting. But remember, you need 12 of them in order to really establish a relationship.

As you prepare to connect with your influencer, take a moment to think about what types of gestures and behaviour you prefer when someone is reaching out to you, and take this into consideration as much as possible.

Essentially, treat people how you would like to be treated.

Another valuable tip is to make sure that there is something valuable for both parties involved.

At least in the beginning, when you are both getting to know each other, there has to be something mutually beneficial or things are not really going to get anywhere.

If you are not having any luck with your chosen influencers, perhaps you will need to go back to the drawing board and see if you can offer something of greater value.

Step 8: Keep Growing and Expanding your Network

And finally, the last step is to keep growing and expanding your network. The more influencers and connections you can make in your industry the better, so don’t just settle for one.

The good thing about meeting influencers is that in time you will meet their network and very soon your connections will just grow and grow.

It also becomes easier to grow your connections once you are apart of a few big networks. In fact, very soon people will be using these tactics on you!

Conclusion

The benefits of building relationships with influencers speak for themselves.

By taking these simple steps, you can find the confidence to reach out to powerful influencers in your field so you can start expanding your network and building solid relationships that help to boost the growth of your company and reputation.

Reaching out to influencers may seem daunting at first, but remember, in business it is more about who you know than what you know.

8 Things You Need to Know When it Comes to Picking Website Colours

By | Conversions Rate Optimisation | No Comments

Choosing colours for your website is so much more than just aesthetics. Colours carry rich psychological triggers that can actually influence your customers purchasing decisions.

In fact, colours are so crucial when it comes to the buying decisions of your customers. One study even found that 85 percent of shoppers place colour as the primary reason for why they buy a particular product.

At first glance this statistic may seem unbelievable, but then when you look a little deeper it does make sense.

Colours are able to trigger certain responses in humans including emotions, thoughts and feelings. Humans are also extremely visual creatures, so it makes sense that colours would have an impact on us. Even if it is only on a subconscious level.

A classic example of this can be seen in pretty much every fast food chain in the world. All of their branding colours include red, as this colour stands out and makes people step up and take notice.

When you are cruising down the highway looking for a bite to eat, the red sign of McDonalds, KFC and even Red Rooster can often be spotted from quite a distance away.

Even as you stroll down the snack isle at your local Woolies, you will see that many brands favour bold and bright colours including red, yellows and blue.

These colour choices are not random, instead they are based on years and years of research.

Red has been shown to not only grab your attention but has also been shown to stimulate your appetite and make you take action. If you are tempted to purchase a greasy snack item, seeing red may just make you say yes.

Don’t let something small like choosing the colour of your website fool you. It is extremely important when it comes to designing your website and creating the logo for your brand.

In many ways, the colours you choose, or don’t choose, can have a huge impact on the success of your company and if people are going to step up and take notice, or simply keep walking.

In this article, we are going to take you through 8 important tips to consider when it comes to choosing the colour scheme of your website.

We are also going to share with you ways to use colours to boost conversion rates and increase sales.

Before we can begin with any of that however, we need to take a look at branding and the importance of colour.

Choosing Colours for Your Brand

Establishing a solid identity is super important for any brand. When it comes to creating your brand, the top things you want to consider include-

  • Creating a sense of trust
  • Establishing professionalism
  • Establishing the overall vibe/tone
  • Working out what you stand for as a brand
  • Making consumers feel comfortable
  • Making consumers feel confident in what you are offering
  • Creating life long brand advocates

Of course, there are many other factors to consider, but one of the most overlooked factor is, you guessed it- colour.

Research has discovered that colour can increase brand recognition by upwards of 80 percent. That is huge and well worthwhile considering.

Research has also shown that colour has a correlation with the perceived value of your brand as well.

From a psychological point of view, brands are considered the most valuable when their logo is blue, and least valuable when their logo is purple.

Here are the top colours in order of value from highest to lowest-

  1. Blue
  2. Black
  3. Red
  4. Yellow
  5. Orange
  6. Green
  7. Purple

Does this colour-value scale resonate with the brands you have observed?

Along with colours being ranked in terms of brand value, it has also been found that colour tones can have an affect as well.

Monochrome brand logos were considered to be valuable 50 percent of consumers, two colour logos were considered to be valuable by 30 percent of consumers and one colour logos were determined to be valuable by 19 percent of consumers.

This doesn’t necessarily mean that you have to go out there and drastically change your logo, but it could be worth considering how your consumers rate and value your logo.

If you are still in the early stages of creating your business or looking to rebrand, considering the colours that you choose can go a long way to helping your business stand out from the crowd.

At the end of the day however, the most important thing is to ensure that your logo is a true reflection of what your brand stands for and what feeling your brand wants to emulate.

The Colour Scheme of Your Website

Choosing the right colour for your brand is important, but choosing the right colour for your website is just as important.

While you want the colours on your website to be aligned with your brand, it is also worthwhile experimenting with a few additional colours as well.

When it comes to choosing the colours for your website, you definitely don’t want to leave it up to chance and you definitely don’t want to simply pick colours because they look good to you.

Of course, you do want to consider aesthetics, but it is more important to consider your audience and what colours may have an impact on them psychologically.

Choosing the perfect colour is also important, as research shows us that people judge a product or service in just 90 seconds.

In that small time frame between 62 and 90 percent of that assessment is based on colour alone.

If you choose the right colour scheme that fits your brand and your audience, it can drastically help to increase sales and conversion rates.

It can also help to ensure that your audience are drawn to your products and not turned away from them.

When it comes to choosing the perfect colours for your website, here are 10 factors to keep in mind-

1.) Discover How Colour Influences Emotional Responses

Different colours have different psychological influences. According to the latest research, here is how some of the most popular colours affect humans on an emotional level and how they feel in response to the colour-

  • Yellow: optimistic, youthful, can grab attention but does not evoke action (perfect for window shopping or “coming soon” call to actions)
  • Red: energy, increased heart rate, creates urgency, inspires action, can also be seen as aggressive
  • Blue: trust, security, calmness, dependability
  • Green: wealth, relaxing, soothing, inspires feelings of nature, healthy
  • Orange: inspires action, energetic, can be aggressive
  • Pink: romantic, feminine, youthful, sweet
  • Black: powerful, luxurious, sleek, high-end, exclusive
  • Purple: soothing, calming, beautiful (often used on beauty products)
  • Grey: neutral, calm, balancing, professional

When choosing the colours for your website, consider these stats and see if it helps to earn your brand more conversions and sales.

2.) Consider your Demographic Overall

Once you have understood the psychological influence of each colour, you need to turn your attention to your audience.

What types of emotions are you trying to arouse in your most desired customers?

By understanding what motivates and inspires your customers, it can help you to choose the appropriate colours for your website and for your call to actions.

Here are a list of emotions that you may be trying to evoke in your customers and the colours you should consider using-

  • Excitement: red
  • Stimulation of appetite: red
  • Impulse purchases: red
  • Grab attention: yellow
  • Trust and security: blue
  • Subscribe: orange
  • Confidence: orange
  • Health: green
  • Relaxation: green
  • Imagination: purple
  • Creative: purple

This list may help you to understand what colours you should use and where you should place them around your site.

For example, if you are a food delivery company and want to evoke feelings of hunger and action, choosing red would work best.

Just the same, if you were a health company offering healing services or herbal medicines, you may want to choose green.

For best effects, consider using one main colour for your website and then one or two other colours that compliment it for other things around your website like call to action buttons and so on.

3.) Take into Consideration the Gender of your Audience

This may not apply to your business, but certain companies may benefit from targeting their colours to a specific gender.

Studies have shown that both men and women have colour preferences that can drastically effect their moods and influence their purchasing decisions.

While it may not be possible to avoid using these colours all the time, it does help to know which colours your audience may not find as satisfying.

Here is a breakdown of favourite and least favourite colours by gender-

Men’s Favourite Colours (in order from most favourite to least)

  • Blue
  • Green
  • Black
  • Red
  • Orange
  • Gret
  • White
  • Brown
  • Yellow

Women’s Favourite Colours (from most to least)

  • Blue
  • Purple
  • Green
  • Red
  • Black
  • Orange
  • Yellow
  • Brown
  • White
  • Grey

Keep these factors in mind when deciding on your colour scheme, it may just help to give your website the boost you have been looking for.

4.) Take into Consideration the Age of your Audience

Did you know that certain colour preferences can also be linked with age?

Age can play a role in the type of colours a person is attracted to and can change the psychological trigger.

Here are a list of favourable colours to use dependent on different age brackets (colours are listed in order from most favourable to least):

  • 1-18: blue, green, red, orange, grey
  • 19-24: blue, green, purple, red, orange, yellow, brown, white, black
  • 25-35: blue, green, purple, orange, red, brown, black, white, yellow
  • 50-69: blue, purple, red, orange, yellow, grey, black
  • 70+: blue, white

It is interesting to note, that as people get older they generally only prefer colours like blue and white. It is also interesting to note that blue seems to be a likeable colour across all the age ranges.

Again, this is all helpful information to keep in mind when it comes to choosing the perfect colour scheme for your website.

5.) Decide on the Colour Palette of your Website 

At this point you may have a primary colour in mind, but it is recommended to also have two other colours as well.

Of course, this is not going to work for every brand, but here is what is suggested-

  • 60 percent of your website should be your dominant colour
  • 30 percent of your website should be a secondary colour
  • 10 percent of your website should be an accent colour

This is a great guide to follow and will help you to bring together a beautiful website that looks complete and professional.

When it comes to choosing the three colours you are going to use, consider opting for complimentary colours, or even the same colour in different shades.

Let’s take a look at some examples from popular online websites-

  • King Kong: black, green, grey
  • Huffington Post: teal, red, black
  • Elite Daily: black, blue, green
  • Mashable: blue, white, black

While you can definitely use less than three colours, having any more than this could lead to confusion and make your website tricky or overwhelming to understand and navigate through.

6.) Avoid Personal Biases

When it comes to choosing the perfect colour scheme for your website, it is important to leave your personal biases and stereotypes out of the picture.

Just because you are launching a product for women, doesn’t mean that pink is necessarily the best choice. Just the same, launching a product for men doesn’t mean that your website has to be adorned in blue.

Biases can also show up when you have a personal preference towards a certain colour. Choosing green or yellow for your website because it’s your favourite colour may not be a good strategy when it comes to growing your business and making sales.

To choose the perfect colours, you need to consider your audience and pick colours based on what is going to be most meaningful to them.

7.) Consider the Competition

When it comes to choosing the perfect colours, taking a look at your competition and what they have done can help.

It is also likely that your more established competitors have put a lot of time and research into choosing the right colours, so you can piggyback off this and hack your way to the top without having to do all the research.

There is no mistake that pretty much all fast food chains use red on their website and in their branding efforts. This is because red is a colour that works to drive sales and bring customers in.

If you were starting a fast food business, you could use this example to help you choose the perfect colour scheme.

There are two ways that you can really do this- either you could join the trend and copy what your competitors are doing, or you could experiment with doing something completely opposite.

Depending on your intention and your brand mission, it may benefit your business to do something completely different from the norm. This is where having a solid branding idea is going to help you make the best decision.

If your brand is all about doing things differently, it may make sense to experiment with other colours, but if you are looking for the tired and true method, copying your competitors may just be the most solid choice.

8.) Test and Compare

Like anything with marketing, you have to do a certain amount of testing. Once you have chosen your colour scheme track how it is working for a few months.

At the end of your tracking period, consider making small tweaks and changes to your colour scheme to see if you can increase conversions and boost sales.

Track everything again and make necessary changes till you find a colour scheme that fits.

Alternatively, you can also run a split test and see which colour scheme is performing the best. This will help you to save time and will also show you how your audience operates.

To help give you some pointers to start, here are a few colour scheme ideas that you can test on your page-

  • Change the colour of your call to action buttons
  • Change the the colour of your header text
  • Change the hover colour
  • Change the menu bar colour
  • Change the hyperlink colours

Of course, this is just a rough guide, but hopefully it will point you in the right direction to knowing what to test and what to change.

Conclusion

Don’t underestimate the importance of choosing the right website colours.

Colours are able to trigger us on a psychological level and can influence purchasing decisions and different actions.

When it comes to choosing the perfect colours for your website, be sure to –

  • Pay attention to the mission and intention of your overall brand
  • Research what your audience is most attracted to- consider their gender, age and what feelings you wish to evoke
  • Pay attention to the different colours and their psychological triggers
  • Choose a colour palette of three complimenting colours
  • Be sure to avoid personal biases and picking colours just because they are your favourite
  • Check what your competitors are doing and piggyback off what has worked for them
  • Keep testing and assessing the colours you have chosen, consider running split tests

What is the Best Way to Offer Your Audience a Freebie?

By | Conversions Rate Optimisation | No Comments

Offering free things to your audience is a great way to build excitement, generate leads and inspire sales.

I mean after all, who doesn’t love receiving things for free?

When you offer items for free, whether it is a free download, a free e-course or even a free hat, research has shown that it can have a profound impact on your marketing campaign.

One study found that leads were increased by 34 percent on average when something was offered for free compared to when no free item was offered.

In fact, there are multiple benefits to offering your audience something for free, but there is a catch.

Sometimes offering a freebie doesn’t work and can actually cause detriment to your business and your brand.

Even if you may have the best of intentions when offering a free item, it may not always be received that way or work out the way you had planned.

Also, there are many free giveaways that happen over the internet and unfortunately, majority of these are a scam.

Online goers are very cautious about the word “free” and sometimes this can dampen even the best giveaways and prizes.

Having strings attached to your freebie can also cause your customers to loose trust for your brand and can even earn you a negative reputation online.

Sometimes offering free gifts can also fail miserably, causing your business to loose out on a lot of money and time.

As you can see while there are many benefits, there are also many pitfalls too.

If you want to experience the benefits of offering a freebie, but don’t want to fall in the trap of making a loss or costing your business its reputation, here is how to go about it-

1.) Create a Specific Goal (and stick with it)

The most important thing to determine before you offer anything for free is your goal.

You have to get super clear about what it is that you are trying to accomplish. This is going to help you to craft a solid campaign and will help you to keep your overall goal in mind-

Here are some examples of goals you might have to get you started-

  • To increase your email list
  • To increase social media followers
  • To increase social media engagement
  • To increase blog engagement
  • To  increase the number of backlinks

When you have specific goal it will help you to formulate your freebie and will help to ensure it is aligned with what your brand is hoping to achieve.

2.) Choose an Appropriate Freebie

Of course, one of the most important steps is to choose an appropriate freebie to offer your audience.

This is where a lot of brands get into trouble and loose sight of their original goal.

The best freebies to offer are ones that are relevant to your industry, but we see brands time and time again, offering freebies that have no relevance whatsoever, or choosing generic giveaways that are not really aligned with their brand.

The best freebies to offer are ones that represent your brand and what it stands for.

A good example of this comes from AirBnb. The company offered a free stay in an awesome location as one of their giveaways.

This is the perfect opportunity for Airbnb to showcase how unique they are and what they have to offer.

When you offer freebies that are aligned with your brand, your customers, leads and readers are also more likely to respond and are more likely to stick around.

When you offer a relevant freebie, the customers that join your email list or sign up to your social media channel are also more likely to have a genuine interest in your brand and are more likely to become customers down the track.

If you offer a generic gift that has nothing to do with your brand, the leads that you collect are likely to have no real interest in your products or services and in the long run, this can cost you.

3.) Make the Prize Equivalent to the Entry

Many brands also fail to consider this- offer a freebie valued at the amount of effort required to enter your competition.

If you are simply getting people to join your email list, you can get away with offering a free e-book or template for example. But, if you are asking people to buy a book, or a piece of expensive software, you may have to offer something more substantial.

Just the same, if the entry process is long and going to take up quite a bit of their time, you also need to consider offering a more substantial gift.

If you use the amount of effort it takes to enter the competition or qualify for the free gift into account, it will help you to choose the best and most appropriate gift.

After all, you can’t expect people to fill out a long survey or share your link with all their friends on social media, if you are not going to offer some type of substantial incentive.

4.) Consider Offering a Package Rather than a Single Item

To increase the conversion rates on your free giveaway, consider offering a package deal of freebies instead of just one single item.

Even if you only spend the same amount of money on the package deal as the single item, offering multiple freebies can drastically increase the perceived value.

When people see that multiple free gifts are on offer, they are more likely to engage and are more likely to follow through.

Experiment with offering a package deal that includes two or three complimentary free items.

For example, if you are offering a free “grow your business” package you could include a free e-book, a free e-course and a free business journal or planner.

5.) Offer Runners Up Prizes Too

Another way to increase the action behind your free give away is to offer runners up prizes.

Offering one grand prize is all very well, but your audience may not even consider entering if they don’t feel that they stand a chance to win.

When you offer multiple prizes it can make your audience feel more hopeful, which then incentivises them to enter.

For the runners up prizes, consider offering something of less value but that generates just as much excitement. This will definitely help to drastically increase entries.

6.) Choose the Perfect Duration

After you have chosen your prize or prizes, the next step is to choose the perfect duration that you are going to run your contest for.

According to research the best duration for a free giveaway is either 25 days or 60 days.

As a general rule of thumb, choosing a shorter time frame may be best for smaller prizes. For larger prizes such as free airline tickets and expensive electronics, you may want to consider trying a longer time frame.

This is something your brand will have to experiment with, but start with either 25 or 60 days and see which ones works best for your audience.

7.) Create a Landing Page

One of the most important steps to running an effective giveaway campaign is having an awesome landing page.

Your landing page needs to clearly communicate what they stand to win and what they need to do to qualify to win.

The idea is to make it as simple as possible so your audience knows exactly how to proceed and enter. One helpful suggestion would be to list the instructions in easy to follow steps that they can check off.

The most important thing to remember is to make entering your contest as easy as possible. If you make it hard to enter, or hard to understand, it is going to negatively impact on your conversions.

Here is a quick checklist for reference when it comes to your landing page-

  • Make it simple and easy to follow
  • Use clean colours and fonts that are easy to read
  • Explain what the prize is
  • Explain how they can enter
  • Explain the terms and conditions
  • Use high quality images
  • Make sure entry to the contest is quick and easy
  • List the steps they need to take in dot points
  • Get them excited about the prize- make them feel as if they have a fair chance of winning
  • Include social proof to help validate or get people interested e.g. “1000 entries received so far!”

8.) Collect Data

Another important thing to keep in mind when running a contest is the type of information you are going to collect.

On one hand you don’t want to turn entrants away by asking for all of their personal information, but at the same time you want to collect enough information to make the contest worthwhile for your brand.

When it comes to determining what information you should ask, the best rule of thumb is to only ask for the information that you need.

This will help you to ensure that you are not detracting entrants but that you are also receiving the data you need.

As a guide, here is the percentage of internet users willing to offer over certain personal information-

  • 100 percent of internet goers were happy offer their email address
  • 93 percent of internet goers were happy to offer their first name
  • 92 percent of internet goers were happy to offer their last name
  • 64 percent of internet goers were happy to offer their age or age range
  • 52 percent of internet goers were happy to offer their country of residence
  • 30 percent of internet goers were happy to offer their address

As you can see, not many people have a problem with sharing their email, but many will not offer their postal address.

Using these statistics as a guide will help you to know what you should ask and what is best left alone.

9.) Make a Big Announcement of the Winner 

Another great way to get your audience excited is to make the announcement of the winner a grand affair. Perhaps set up a Facebook Live or dedicate a social media post to the winner.

Whatever you do, try to create some fanfare in order to get people interested. People are more likely to share and watch this type of content, so use this to your advantage.

When you make a big deal of the announcement, it also helps others to see that there really is a winner and that the contest was not a scam. It also makes people more likely to sign up the next time you choose to offer a similar contest.

Building buzz around your giveaway is important, but don’t let it fizzle out towards the end. Go out with a bang instead and see how that also helps to peak interest and curiosity.

10.) Choose the Right Platform

When you run a contest, we highly recommend running it across platforms. This will help you to get the most exposure and the most sign ups, however this is not always possible.

Different platforms may require a different set of rules and this may make it tricky to keep your contest the same for every platform.

If you can’t run your contest across multiple platforms, it is very important to choose the platform that is going to showcase your giveaway the best and speak to your audience the best.

No matter what platform you choose to run your giveaway, you also need to ensure that the way you market it is aligned with the platform itself.

For example, on Instagram you may include a great image, whereas on Facebook you may share your landing page and more written information.

Even if you are only running your competition on Instagram for example, you can also promote it on other social networks or through your email list as well.

It is also important to note that competitions and giveaways that are mobile friendly help to increase conversions by as much as eight times.

Mobile devices are increasingly becoming more and more popular for internet browsing, so making your contest mobile friendly is definitely going to help.

The bottom line is that you want to promote your competition across as many channels as possible, even if it is just directly targeted to one social network.

Conclusion

When done correctly, online giveaways can help to boost your marketing efforts and score you more leads and more sales.

The trick is to offer a freebie that really relates to your brand and audience and to ensure that you keep all your promotional efforts aligned with your bigger goal in mind.

Here are the main points of this article summarised in bullet form for quick reference-

  • Running a free give away campaign can help to boost leads by 34 percent
  • Before offering any freebie, consider your goal- make it as specific as possible
  • Choose an appropriate prize that your audience will find value in
  • The more specific to your brand your prize is, the more likely you are to collect valuable leads that are interested in your products and services for the long term
  • Make the prize value equivalent to the time and effort it takes to enter your competition
  • Consider offering a package deal of freebies rather than just one item, even if the cost is not greater, it helps to increase the perceived value of your free item and what you are offering
  • Offer multiple prizes in order to increase entry rates and get people excited about your competition- make them feel like there is more than one chance to win
  • Make your contest last for 25 days or 60 days, these timeframes were studied as being the best for conversion rates and for engagement across all platforms
  • Create an awesome landing page that clearly highlights the prize and how to win
  • Make sure your landing page is easy to read and has step by step instructions that users can easily follow
  • Ask for the right information when running your contest- don’t ask for invasive personal information but don’t hold back on collecting the data that you need to fulfil your goal
  • Studies have shown that people have no problem offering their email address for a competition, however people are less likely to offer up their postal address
  • When it comes to announcing the winner, make it a big deal; get people excited as this will help to generate interest and will make people more likely to join in next time
  • Choose the right platform to promote and run your contest- be sure to include mobile devices
  • Even if your contest is only run one platform, discover a way to promote it as much as possible across all platforms that you have
  • Running your contest on a mobile platform has shown to increase conversions by nearly 8 times

So there you have it. These 10 steps will show you the right way to go about offering a free giveaway so you can be certain that your brand doesn’t loose out on money or time.

When you set a specific goal in mind and make that the intention behind everything you do, it will help your free giveaway to be successful every single time.

15 Secret Facts Google Search Doesn’t Want You to Know

By | SEO | No Comments

 

Google

We all know that Google is King when it comes to search, but aside from this statistic, there is hardly any research out there about how internet goers are actually using the top search engine.

Of course, Google will sometimes feed digital marketers with statistics and updates like, how many people searched for a particular topic or how many videos were uploaded to YouTube, but this can only help so much.

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4 Clever Hacks to Improve Your Email Open Rates

By | Growth Hacking | No Comments

Email

Your email list is one of the most valuable assets for your business. It is through your email list that you can reach your customers on a personal level and share with them insights into your products and services.

When you have a thriving email list, it makes sales easier, developing relationships with your customer easier and growing your business is easier.

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