‘Internet Marketing’ Category

How To Use Attraction Marketing To Triple Your Leads

Originally posted at: http://feedproxy.google.com/~r/JeffbullassBlog/~3/3UyiffIW1ec/

How To Use Attraction Marketing For Triple Your Leads
There are so many types of marketing we hear about today – online marketing, influencer marketing, network marketing… the list goes on.

But have you heard of attraction marketing? It’s not exactly a new player in the business side of network marketing, but it has exploded in popularity recently.

That’s because it can gain leads for your business very quickly.

It involves giving value and offering free content to pull prospective leads into your company. The ‘attraction’ part of the equation is the important bit here – the idea is not to bang on about your merchandise or your company, but to grab people’s attention on an unconscious level so that they don’t really know they’ve been converted until they take action.

Basically, you are giving before you take, and putting things into the marketplace to attract people to you. By giving, I don’t mean the product itself, but knowledge or information about it that would help the customer make a wise choice.

The workflow of attraction marketing is represented below:

Source

Let’s consider HubSpot as an example.

The marketing platform supplies its users with a volume of informative and educative content on inbound marketing.

It also provides an arsenal of tools for email marketing, CRM, selling among many others.

Source

While users may not buy something from HubSpot the first time they visit the website, they will get acquainted with HubSpot over time through its content. When the time arrives for a customer to buy a tool for marketing, they will think of HubSpot because it has already provided them with value.

This is the essence of attraction marketing. Customers, by nature, are curious to know how something works, tastes or performs before buying it as well as how much value it yields for the money spent.

For example, Home Depot is a reputed home supply company in the US. To improve its engagement with homemakers and make them buy more/stay loyal to the brand, Home Depot conducts weekly classes on how to use equipment or how to lay a tile on a small surface, etc.

Customers who attend these classes tend to buy more from the store immediately to test out what they have learned. This is the trigger mechanism of an attraction marketing strategy.

If done right, attraction marketing can be a trump card to magnify the lead generation and conversion rate of a business.

How to master attraction marketing

The basic principle of attraction marketing is to educate customers about the ‘goodness’ or desirability of a product before you even suggest that they buy it. Think of someone handing out samples of barbecue chicken in a shopping mall. They are not explicitly suggesting you buy it, they are simply giving you something that will probably make you want to buy it without them having to say a word.

Here are six simple ways you can master attraction marketing.

1. Spread knowledge

Like I said before, attraction marketing is all about educating customers. First, let them LEARN about your product. Then, take away the ‘L’ to earn from them. To do this, you have to spread knowledge about the product, its praiseworthy points and how it can be used to address specific customer pain points.

2. Earn trust

Trust wins, at all times. In fact, when it comes to attraction marketing, it is the only thing that ever wins. Customers only want to buy from a brand or seller whom they believe is authentic and trustworthy, so be sure to align your message with your audience in an authentic way.

3. Be authentic

In marketing and branding, authenticity has a high price. Customers pay for brands which have authenticity without batting an eyelid. Think Adidas, Apple and Amazon – they are all trusted to deliver the goods whether it comes to product quality or service efficiency. Use them as inspiration.

4. Be social and responsive

Social media plays a big role in amplifying the reach of attraction marketing. Kim Harris writes in this Huffington Post article that communicating and connecting with your customers on a consistent basis is one of the most fundamental rules of attraction marketing.

5. Give insights

Do you know where the market is heading? Or what the next big game changer that will disrupt the industry is likely to be? Feel free to share it with your followers. One thing that customers expect out of marketers is subject matter expertise and it will also amplify their loyalty to you.

6. Generate and distribute content

Content can come in the form of long-form blogs, infographics, creative banner images, videos or anything that customers can consume to know about your product. In attraction marketing, through using various forms of content or repurposing already existing content, you can gain maximum visibility. When providing content, focus on creating content that educates. People want to know ‘how’ and ‘why’ more than anything else.

Final words

The best sales prospects are the ones who come looking for you. Attraction marketing makes it easy for customers to understand your product and assess its value through legitimate means. Attraction marketing improves engagement, and as an end result, increases sales.

The key to success when using attraction marketing lies in having a genuine interest in customers and their needs. Your attraction marketing strategy must therefore be devised to address such needs head-on without any hidden agendas in mind.

The business needs of profitability and sales will happen once customers are convinced about the product.

In essence: attraction marketing is the best way forward if procuring high-quality leads is your priority.

Guest Author: Megha Parikh is a digital marketing expert and has been journeying through the world of digital marketing for more than 7 years. She especially enjoys learning about social media marketing and conversion rate optimization.

The post How To Use Attraction Marketing To Triple Your Leads appeared first on Jeffbullas's Blog.


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A Quick Guide To Small Business Loans – The Things You Need To Know

Originally posted at: http://feedproxy.google.com/~r/JeffbullassBlog/~3/DjlFpyAG_1Y/

A Quick Guide To Small Business Loans - The Things You Need To Know
Small businesses are the backbone of national economies from around the world. They form a growing market that continues to create jobs and revenue at an increased rate. Any company that has fewer than 500 employees falls under the small business category.

According to the latest studies, small businesses account for more than 99% of all US-located businesses. There are more than 100,000 tech-related companies currently registered in the US. These companies alone provide employment for over 2 million citizens and contribute a little over 7% to the national GDP.

Unfortunately, approximately 30% of all small businesses fail within the first two years, 50% fail within 5 years, and only 30% will still be around after 10 or more years.

Research suggests that the number one cause for small business failure is cash flow. Bad finances account for more than 80% of failures.

If you want your company to be successful, you have to take precautionary measures. The 3 biggest issues that you must plan for are the possible decline in customer spending, market fluctuation, and employee health insurance.

Knowing that bad finances are your biggest threat, you should make it a top priority to be prepared for anything. In order to do so, applying for a small business loan could be the quickest and most effective solution.

A small business loan may come in various forms and from various lenders. Don’t be intimidated by the available variety. A varied portfolio means you’ll surely find what you’re looking for.

Learn about the potential lenders

Thanks to the growth of the small business sector, more types of lenders are willing to offer their services to small business owners like yourself. A simple online search can result in hundreds of pages of potential lenders. Knowing which one to pick is the first step towards obtaining your first small business loan.

Commercial Banks – naturally, the biggest players on the loan market are the large banks. However, for small business owners like yourself, opting for a bank loan might not be the best solution. Not only will you have to pass a more scrutinous process than with other lenders, but you may not be able to access the loan that you need. The main reason for denial would be the low profit that the bank would make in the case of loans that are smaller than $1 million.
FinTech Companies – hundreds of online lenders are at your service when it comes to small business loans. A recent study suggests that more than 60% of all small businesses are looking for loans smaller than $100,000. The main advantage of these companies is that they treat each small business as a unique client. This allows for a more personalized offer. Anything from SBA loans, equipment financing, and short-term loans can be acquired with little to no hassle if you approach the right FinTech company.

Know the type of loans available to you

You now know the type of lenders that you can approach. It’s time to understand the type of loans that are available to you and your company. Due to the high diversity of small businesses, the loans are also quite diverse. Your options will vary based on the needs of your company, the length of the loan, and specific terms and conditions which apply.

SBA Loan – short for small business administration loan, an SBA loan is by far the most popular and most common type of small business loan. It can be used for nearly anything and, depending on the lender, the loan amount can easily exceed a few million dollars. You can use an SBA loan as your working capital, to purchase equipment, to pay other debts, acquire new assets, and so on. As long as it’s business-related, an SBA loan has your needs covered.
Equipment Financing – long gone are the days when you had to pay for business equipment out of your own pocket. A dedicated equipment loan is exactly what you need to cover this issue. Whether it’s more powerful servers or new laptops for your office, an equipment financing plan is your best solution. Companies offer as much as 100% of the equipment value. Usually, the payments are calculated based on the expected lifespan of the purchase.
Short-Term Loan – this type of loan is perfect if you need less than $500,000 and you need it as fast as possible. Thanks to the “small” amount of money and the short payback period, this type of loan is usually approved within 24 hours. The payback period will vary based on the loan value, and can range anywhere between 3 and 18 months.
Personal Loan for Business – sometimes you only need to top up already-existing capital or you need a bit of extra cash for a purchase. This is where the personal loan for business comes into play. If your financial needs don’t exceed $35,000 – $50,000, this is the loan you should be opting for.

Put your finances in order

I can’t stress this enough: all of your financial statements and records have to be perfect. There’s no room for error or incomplete documents.

Your chosen lender will thoroughly analyze a part, if not all of the following: balance sheet, cash flow statements, EBITDA (earnings before interest, taxes, depreciation, and amortization), gross margin, and debt-to-equity ratio.

If, by any chance, the lender company finds issues with any of these statements, you may lose your eligibility for the loan. Plus, if your choice is a FinTech company, you must either have a good online presence or have a realistic growth plan. Start with Facebook, Instagram, and Twitter, and move from there.

Your best option is to hire a certified public accountant, or CPA. There are two approaches to this practice: you can request an audit or a review. An audit is a longer and more costly process, while the review is faster and cheaper. Depending on the value of the loan, you may want to opt for an audit, as it will increase your chances of getting the said loan.

Final words

In an ever growing market where more than 50% of all small businesses fail within the first 5 years due to financial problems, small business loans represent a safety net that can not only protect your business from bankruptcy but also help it grow in time.

Create a strong business plan, thoroughly research the potential lenders and types of loans they offer, and don’t be afraid to apply.

Guest Author: Stefan Paulo is a young entrepreneur. He is passionate about digital technologies and trying to implement them in the sphere of education. He observes all the news connected with online tools and is always ready to discuss them.

Disclaimer: This is a sponsored post. As always, all thoughts and opinions are the author’s and have been edited in accordance with our strict editorial guidelines.

The post A Quick Guide To Small Business Loans – The Things You Need To Know appeared first on Jeffbullas's Blog.


New Findings Show Google Organic Clicks Shifting to Paid

Originally posted at: http://tracking.feedpress.it/link/9375/6995581

Posted by Brian_W

On the Wayfair SEO team, we keep track of our non-branded click curves: the average click-through rate (CTR) for each ranking position. This helps us accurately evaluate the potential opportunity of keyword clusters.

Over the last two years, the total share of organic clicks on page one of our e-commerce SERPs has dropped 25% on desktop and 55% on mobile.

For the ad-heavy non-local SERPs that we work in, paid ads are likely now earning nearly the same percentage of clicks as organic results — a staggering change from most of the history of Google.

Organic CTR loses 25% of click share on desktop, 55% on mobile

Looking at 2015 vs 2017 data for all keywords ranking organically on the first page, we’ve seen a dramatic change in CTR. Below we’ve normalized our actual CTR on a 1–10 scale, representing a total drop of 25% of click share on desktop and 55% on mobile.

Organic receives 25% less desktop CTR and 55% less mobile CTR compared to two years ago.

The much larger drop on mobile is particularly relevant because we’ve seen large traffic shifts to mobile over the last two years as well. The overall percentage drop plays out somewhat similarly across the first page of results; however, the top four were most heavily impacted.

The first four organic results were most heavily impacted by the CTR shift from organic to paid.

About the data

It’s important to note that this type of CTR change is not true for every SERP. This data is only applicable to e-commerce intent search queries, where ads and PLAs are on nearly every query.

We gather the impression, click, and rank data from Search Console. While Search Console data isn’t quantitatively correct, it does appear to be directionally correct for us (if we see clicks double in Search Console, we also see organic Google traffic double in our analytics), site improvements that lead to meaningful CTR gains appear to be reflected in Search Console, we can roughly verify impressions via ad data, and we can confirm the accuracy of rank. For purposes of this data pull, we excluded any keywords that Search Console reported as a non-integer rank (such as ranking 1.2). We have thousands of page one keywords, including many large head terms comprising millions of combined clicks, which gives us a lot of data for each ranking position.

We remove all branded queries from the data, which hugely skews click curves.

It’s important to note that paid ads are not getting all the clicks that organic is not. In addition to the small number of people who click beyond the first page, a surprising number do not click at all. Our best guess is that all ads combined now get about the same percentage of clicks (for our results) as all organic results combined.

Why is this happening?

It’s no secret to SEOs who work on transactional keywords why we no longer gain as large a share of clicks for our best rankings. We suspect the primary causes are the following:

Ads serving on more queries
More ads per query
Larger ads, with more space given to each ad
Google Shopping (which show up on more queries, list more products per query, and take up more space)
Subtler ad labeling, making it less obvious that an ad is an ad

At Wayfair, we’ve seen Google Shopping results appear on more and more search queries over the last year. Using Stat Search Analytics, we can track the growth in queries serving Google Shopping results (modified by search volume to give a qualitative visibility score) across the 25,000 keywords we track daily on mobile and desktop. The overall share of voice of Google Shopping has grown nearly 60% in the last year.

Number of transactional queries serving Google Shopping has grown nearly 60% in the last year.

On top of this, we’re often seeing four PPC ads for a typical non-branded commercial term, in addition to the Google Shopping results.

And with the expanded size of ads on mobile, almost none of our queries show anything other than ads without scrolling:

This great image from Edwords shows the steady growth in percent of the desktop page consumed by ads for a query that has only three ad results. We go from seeing five organic results above the scroll, to just one. In more recent years we’ve seen this size growth explode on mobile as well.

At the same time that ads have grown, the labeling of ads has become increasingly subtle. In a 2015 study, Ofcom found that half of adults don’t recognize ads in Google, and about 70% of teenagers didn’t recognize Google ads — and ad labeling has become substantially less obvious since then. For most of its history, Google ads were labeled by a large colored block that was intuitively separate from the non-ad results, though sometimes not visible on monitors with a higher brightness setting.

2000 – Shaded background around all ads:

2010 – Shaded background still exists around ads:

2014 – No background; yellow box label next to each ad (and ads take up a lot more space):

2017 – Yellow box changed to green, the same color as the URL it’s next to (and ads take up even more space):

2017 – Green box changed to a thin green outline the same color as the URL:

What to do about it

The good news is that this is impacting everyone in e-commerce equally, and all those search clicks are still happening — in other words, those users haven’t gone away. The growth in the number of searches each year means that you probably aren’t seeing huge losses in organic traffic; instead, it will show as small losses or anemic growth. The bad news is that it will cost you — as well as your competitors — more money to capture the same overall share of search traffic.

A strong search marketing strategy has always involved organic, paid search, and PLA combined. Sites optimizing for all search channels are already well-positioned to capture search traffic regardless of ad changes to the SERPs: if SEO growth slows, then PLA and paid search growth speeds up. As real estate for one channel shrinks, real estate for others grows.

If you haven’t been strongly invested in search ads or PLAs, then the Chinese proverb on the best time to plant a tree applies perfectly:

The best time to plant a tree was 20 years ago. The second best time is now.

With a similar percentage of clicks going to paid and organic, your investment in each should be similar (unless, of course, you have some catching up to do with one channel).

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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