Category: km-import

km-import

What Facebook Watch Means for Marketers

It was only a matter of time.

Just like Amazon, YouTube, and Netflix before it, Facebook officially entered the video streaming game with Facebook Watch.

What is Facebook Watch, and what does it mean for you your marketing strategy?

What is Facebook Watch?

Launched in 2017 to select users in the U.S. via mobile, desktop, and TV apps, Facebook Watch is the company’s entrée into episodic streaming video.

Videos range from mini-documentaries to live sporting events, courtesy of partnerships with Major League Baseball. There was a set group of publishers at launch, but the company opened it up to other creators.

How Does Facebook Watch Make Money?

Facebook Watch is monetized through ad breaks. The producing partners earn 55% of ad break revenue while Facebook keeps 45%.

what does facebook watch look like.

What Makes Facebook Watch Different From Other Streaming Services?

The streaming video space is undeniably crowded, so Facebook had to find a way to make Facebook Watch stand out. There are three main ways Facebook Watch is different, all of which bode well for its staying power.

  1. Original video content: Viewed through a new tab called “Watch,” the content is mostly exclusive to Facebook Watch and can’t be seen anywhere else (with the exception of the live content available through deals like the one with Major League Baseball).
  2. Free: Because it’s monetized through ad breaks, Facebook Watch is totally free for the viewing audience. All they have to do is be logged in to their Facebook account.
  3. Personalized: Finally, and perhaps most importantly, Facebook Watch is hyper-personalized in a way no streaming platform has been before.

The New “Social Viewing” Trend: Facebook Watch Alternatives

Facebook Watch’s personalization takes advantage of everything users already love about the platform – it’s personal, and it’s social. People love getting recommendations for the things they love, and they love sharing those things with friends.

  • Facebook Watch provides personalized recommendations in its Discover tab, using fun, Facebook-esque categories like “Most Talked About,” “What’s Making People Laugh,” and “Shows Your Friends Are Watching.”
  • Subscribing to a show instantly connects Facebook users with fellow fans through show-linked Groups.
  • During a show, Facebook users get access to a live comment section where they can chat with other viewers and friends in real-time.

All these features indicate a strong focus on social viewing. While the social viewing trend is new, we have seen it before.

For example, Tumblr launched its video chat service Cabana (which is now defunct). The app functioned like a Tumblr/FaceTime hybrid, where users could see friends’ reactions in real-time as they all watch a video together.

cabana video app, facebook watch alternative.

However, Tumblr didn’t have the massive audience that Facebook enjoys.

Social viewing veteran YouTube made some changes, too. YouTube added in-app chat to its Android and iOS apps.

Previously, users could only share videos out to other apps, such as Twitter or text message, but now conversations can also happen natively on YouTube.

The interface is similar to Google Hangouts and appears to be YouTube’s answer to the messaging functionality offered by Instagram and Snapchat.

youtube in chat messanger similar to facebook watch

When multiple social media platforms follow suit, it’s a sure sign a new trend is here to stay. Social viewing is not going away, so how can marketers take advantage of it?

What Facebook Watch Means for Marketers

Facebook has 1.82 billion users who sign on to the site every day. For anyone who’s wondering, their monthly active users just hit 2.7 billion.

Either number means Watch is a major initiative at Facebook that marketers should not ignore. Facebook plans to integrate Watch episodes into the News Feed, and the company has a track record of using the News Feed to drive new features to success.

Here are four ways Facebook Watch is changing the game for marketers.

1. Ads Will Likely Become More Important for Facebook Advertisers

In an increasingly internet-marketing-savvy world, people are getting better at tuning ads out. Google actually gave up on its right sidebar ads and removed them.

Fortunately for advertisers, Facebook Watch holds great promise.

There’s a lot of noise in a Facebook user’s News Feed, so it’s not always easy for your ad to grab attention. With video, you have a captive audience who is stuck watching your ad. They can’t simply scroll down their feed to get away from it.

Longer videos will increase the effectiveness of ad break and mid-roll ads. If Facebook adds social engagement functionality within the ads themselves, such as reactions and sharing, they’ll perform even better.

Traditional television has been on a downward trend for years. Facebook Watch is accelerating the shift of ad dollars from TV to digital and mobile.

2. Facebook Watch Gives Influencers and Social Creators a Powerful Channel

As promising as the ad breaks are, it’s notable that Facebook Watch publishers can opt-out of them entirely.

Instead, they can make money through product placement, as long as they tag the sponsor for transparency. This has huge implications for budding videographers, actors, singers, and documentarians who hope to fund their growth via influencer partnerships.

The rise of the influencer owes much of its success in large part to YouTube. But Facebook Watch could be even more fruitful for influencers.

For instance, Facebook Watch opens up viewing patterns that are less search-oriented than YouTube. Users who watch or subscribe to programs will see those appear in their News Feed along with the other daily updates from friends, rather than having to go to YouTube to check for the latest uploads.

This gives influencers the opportunity to increase engagement through video, as fan affinity with influencers will become even more important.

3. Facebook Live Is Important for Brands

Facebook Live, along with Instagram Live, quickly gained popularity with brands.

Facebook Live allows brands to humanize themselves and connect with fans in real-time. The live shows and events on Facebook Watch do the same.

What resonates with your fans? Do they prefer a structured video format, or something more casual? How often do they want to watch?

Daily shows in particular could be a goldmine for brands. The frequency keeps users coming back, ensuring a lucrative return for product placement or ad breaks. That consistent association with their favorite show could help consumers fall in love with your brand.

4. Facebook Watch Changes the Game for Video Content Marketers

Facebook emphasized the community aspect of Facebook Watch in their official announcement:

“Watching video on Facebook has the incredible power to connect people, spark conversation and foster community,” said Daniel Danker, Facebook’s product director. “On Facebook, videos are discovered through friends and bring communities together.”

Three of the four bullet points in the release mentioned connection and bringing people together. Even the few seed shows Facebook funded are touted as “community-oriented” video series.

It makes sense: The sense of community is what led people to fall in love with the platform in the first place.

Because of this, Facebook Watch videos tend to see higher sharing and social engagement rates than other platforms.

The current list of Facebook Watch programming focuses on reality shows, mini-documentaries, and sports coverage – aligning it more with YouTube than the heavy dramas and comedies of other streaming networks.

But while YouTube optimized for how-to and short-form content, Facebook Watch expands opportunities to longer-form videos as well as pure entertainment and passively consumed content.

Video content marketers should create content that fits into those categories and fosters real-time community discussion. Perhaps for the first time, content should be created with the platform in mind first and foremost. Successful videos on Facebook Watch will encourage and facilitate real-time conversations.

Conclusion

Facebook Watch is great for all marketers. The people on your paid social team will enjoy seeing more eyeballs on their ads, and the organic folks will get more “authentic” opportunities to align themselves with influencers.

More and more, brands want to be seen as friends, not corporations. Facebook Watch lets them do just that. If you are ready to give it a try (or improve your strategy), check out this advanced guide to Facebook Watch.

Have you tried Facebook Watch? What results have you seen?

The post What Facebook Watch Means for Marketers appeared first on Neil Patel.

km-import

How to Boost Your SEO by Using Schema Markup

One of the latest evolutions in SEO is called schema markup. This new form of optimization is one of the most powerful but least-utilized forms of SEO available today. Once you grasp the concept and method of schema markup, you can boost your website in the search engine result pages (SERPs).

My goal in this article is to show you exactly how to get started using schema markup for your website.

What is Schema Markup?

Schema markup is code (semantic vocabulary) that you place on your website to help the search engines return more informative results for users. If you’ve ever used rich snippets, you’ll understand exactly what schema markup is all about.

Here’s an example of a local business that has markup on its event schedule page. The SERP entry looks like this:

google search result schema for SEO

The schema markup told the SERP to display a schedule of upcoming hotel events. That, for the user, is exceptionally helpful.

Here are some facts about schema markup:

Schema Tells Search Engines What Data Means

The content on your website gets indexed and returned in search results. Obviously. But with schema markup, some of that content gets indexed and returned in a different way.

How? Because the markup tells the search engine what that content means. For example, let’s say the word “Neil Patel” appears in an article. The search engine sees this, and produces a SERP entry with “Neil Patel.”

However, if I put the right schema markup around the name “Neil Patel,” I’ve just told that search engine that “Neil Patel” is the author of the article, not just a couple of random words. The search engine then provides results that display better information for the user who was searching for “Neil Patel.”

Schema.org explains it this way:

Most webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the browser how to display the information included in the tag. For example, <h1>Avatar</h1> tells the browser to display the text string “Avatar” in a heading 1 format. However, the HTML tag doesn’t give any information about what that text string means — “Avatar” could refer to the hugely successful 3D movie, or it could refer to a type of profile picture—and this can make it more difficult for search engines to intelligently display relevant content to a user.

Schema Markup Uses a Unique Semantic Vocabulary in Microdata Format

You don’t need to learn any new coding skills. Web pages with markup still use HTML. The only difference is adding bits of schema.org vocabulary to HTML Microdata.

Schema.org, the Website for Schema Markup, is a Collaborative Effort by The Teams at Google, Bing, and Yahoo

what is schema.org

It’s not too often that competitors come together to help each other, but Schema.org is exactly that kind of inter-industry collaboration. What you have, then, is an agreed-upon set of code markers that tells the major search engines what to do with the data on your website.

Schema Markup Was Invented for Users

When a website has schema markup in place, users can see in the SERPs what a website is all about, where they are, what they do, how much stuff costs, plus plenty of other stuff. Some people have taken to calling schema markup “your virtual business card.”

This is a user-focused improvement. Search engines exist for users to gain the information they need. Schema markup does exactly that.

Why is Schema Important?

Schema markup helps your website rank better for all kinds of content types. There is data markup for a ton of different types of data, including:

  • Articles
  • Local businesses
  • Restaurants
  • TV episodes and ratings
  • Book reviews
  • Movies
  • Software applications
  • Events
  • Products
  • Frequently asked questions (FAQ)

There are hundreds of markup types—from toy stores to medical dose schedules. If you have any type of data on your website, there’s a good chance that it will have an associated itemscope and itemtype.

Websites that use schema markup will rank better in the SERPs than companies without markup. One study determined that websites with markup rank an average of four positions higher in the SERPs than those without schema markup. While it’s not totally clear that this higher result is due to the markup alone, there is obviously some correlation.

Right now, one-third of Google’s search results incorporate rich snippets, which includes schema markup. However, according to recent research, less than one-third of websites use schema markup.

In other words, there are millions of websites missing out on a huge source of SEO potential. If you use schema markup, you’ll automatically have a leg up on the majority of your competition.

How to Use Schema Markup for SEO

Now, let’s talk about how to use schema markup. Your goal is to rank better, look better, and do better in the SERPs and in front of users.

Schema markup will help you. With your website in hand, follow these steps.

1. Go to Google’s Structured Data Markup Helper

google structured data markup helper

2. Select the Type of Data

There are several options listed. This list is not exhaustive. For the sample below, I’m going to use “Articles” since it’s one of the most common types of content.

3. Paste the URL You Want to Markup

If you only have HTML, you can paste that instead. Then, click “Start Tagging.”

structured data markup helper

The page will load in the markup tool and provide you with the workspace for the next phase of markup—tagging items. You’ll see your web page in the left pane, and the data items in the right pane.

schema structured data markup

4. Select the Elements to Mark Up

Since this piece of content is an article, I’m going to highlight the name of the article in order to add “Name” markup. When I finish highlighting, I select “Name” from the tooltip.

structured data markup schema for SEO

When I select “Name,” the tool adds it to “Data Items” in the right pane.

structured data markup schema for SEO

5. Continue Adding Markup Items

Use the list of data items as a guide, and highlight the other items in your article to add them to the markup list. You probably won’t be able to tag every item in the list. Just add what you can.

6. Create the HTML

Once you’ve finished, click “Create HTML.”

create html for schema for SEO

In the following page, you will see the HTML of your page with the relevant microdata inserted in the spots that you selected.

google structured data markup helper schema

7. Add Schema Markup to Your Site

Next, you will go into your CMS (or source code if you’re not using a CMS) and add the highlighted snippets in the appropriate spots. Find the yellow markers on the scrollbar to find the schema markup code.

yellow bars that point to the correct markup schema

A simple alternative is to download the automatically-generated HTML file, and copy/paste it into your CMS or source code.

structure data markup download for schema

When you click “Finish,” you will be presented with a series of “Next Steps.”

next step for adding schema to your website

8. Test Your Schema

Use the Structured Data Testing Tool to find out what your page will look like with the added markup.

Instead of analyzing a published web page, I’m going to analyze the code that the tool generated for me, and which I downloaded.

structured data tool for schema

Once the code is pasted, I click “preview.” The testing tool shows me what the article will look like in Google search results:

14 structured data testing tool for schema

In addition, I can inspect every markup element that I added.

schema item type property

If necessary, I can edit the HTML directly in the testing tool in order to update the schema and preview results again.

Tips for Using Schema Markup for SEO

The purpose of this article was to get you started in the world of schema markup. It’s a big world.

The next few tips will show you how to dive even deeper, and gain even richer results from schema.

Find The Most Commonly Used Schemas

Schema.org provides a list of the most common types of schema markup. You can visit the Organization of Schemas page to see this list. Check out the types that are best suited to your business.

organization of schemas

Use All The Schemas You Need

As I mentioned previously, there is a myriad of markup types. To get the full list, visit The Type Hierarchy. This master list provides most of the markup types that are available.

schema.org the type hierarchy

The More Markups, The Better

Schema.org’s instructions explain clearly, “the more content you mark up, the better.” When you start understanding the vast array of item types, you begin to see just how much there is on your web page that you can mark up.

Keep in mind the disclaimer, however: “You should mark up only the content that is visible to people who visit the web page and not content in hidden div’s or other hidden page elements.”

Final Thoughts on Schema Markups

As simple as schema markup is to implement, it’s surprising how few businesses and websites have taken advantage of it.

Schema markup is one of those SEO techniques that will probably be with us for a long time. Now is the time to learn and implement the relevant microdata to improve your search results. Doing so right away will put you ahead of the curve, giving you a leg up on the competition.

How do you use schema markup for your company’s website?

The post How to Boost Your SEO by Using Schema Markup appeared first on Neil Patel.

Conversion Rate Optimization

How to Use the Psychology of Color to Increase…

Color wields enormous sway over our attitudes and emotions.

When our eyes take in color, they communicate with a region of the brain known as the hypothalamus, which sends a cascade of signals to the pituitary gland, on to the endocrine system, and then to the thyroid glands. The thyroid glands signal the release of hormones, which cause fluctuation in mood, emotion, and resulting behavior.

What is even more interesting is that a case study showed that adjusting color, among other elements, can increase conversion by as much as 24%.

The study of all this is called color psychology, and the bottom line is: use the right colors, and you win.

What is Color Psychology?

Color psychology is the science of how color affects human behavior. Color psychology actually is a branch of the broader field of behavioral psychology. Suffice it to say that it’s a pretty complicated field.

Some skeptics are even dismissive of the whole field of color psychology due to the difficulty of testing theories.

My own research on the topic, as this article conveys, lacks scientific evidence to back up every claim. But that alone is no reason to dismiss the profound and unarguable effect that color has on people.

There are key facts of color theory that are indisputable. In a classic study on color in a peer-reviewed journal article, Satyendra Singh determined that it takes a mere 90 seconds for a customer to form an opinion about a product. And, 62-90 percent of that interaction is determined by the color of the product alone.

Color psychology is a must-study field for leaders, office managers, architects, gardeners, chefs, product designers, packaging designers, store owners, and even expectant parents painting the nursery for the new arrival! Color is critical. Our success depends upon how we use color.

However, the psychology of color is often a subject of disagreement in marketing and website design because color preference varies widely between individuals. For example, many people prefer red to blue, while even conjoined twins might prefer different t-shirt colors.

Where Should You Use Color Psychology?

Colors impact everyone. It doesn’t matter whether you’re developing software, designing a book, developing a web design cover, or simply branding your business: colors define mood and influence responses.

Since color is ubiquitous, we need to understand where you should use these color tips. This article discusses the use of color in website design. Specifically, we’re talking about the color scheme of a website, which includes the tint of hero graphics, headline type, borders, backgrounds, buttons, and popups.

In the example below, NinjaJump uses a green-yellow-red color scheme in its logo, phone number, video C2A, menu bar, graphics, category menu, subheadings, and sidebar.

The tips that we discuss below can be applied in similar ways across a wide range of areas, including:

  • Websites
  • Logos
  • Branding
  • Landing pages
  • Menu bars
  • Email marketing
  • Social media posts and cover photos
  • Product design
  • Videos

As you can see, color psychology can be used just about anywhere. So, how do you get it, right?

Using the Right Color Psychology the Right Way

Color is a tricky thing. You have to use it in the right way, at the right time, with the right audience, and for the right purpose.

For example, if you are selling bouncy jump houses — those things kids play in — you don’t want to use a black website. Props, NinjaJump.com.

ninja jump Color Psychology example

For the jump house site, you want lots of bright and vibrant colors, probably some reds, greens, and maybe a splash of yellow for good measure.

If, on the other hand, you’re selling a product to women, you don’t want to use brown or orange. Maybe that’s why L’Oreal uses black and white, with purple overlay, in their e-commerce homepage.

2 loreal Color Psychology example

I’ll explain all the tricks below. To succeed at using the right color psychology, you need to follow these core principles:

  • The right way
  • The right time
  • The right audience
  • The right purpose

Here are some tips the pros use to leverage color psychology to improve conversion.

Proven Color Psychology Tips to Drive Conversions

CRO is an integral part of building a successful website. The goal is to get the best ROI possible and to thrive, no matter how strong your competition might be.

Since less than 5% of the population suffers from color blindness, color theory is an option that should be explored — and tested.

Here are a few color psychology tips to keep in mind.

1. Women Prefer Blue, Purple, and Green

3 color targeting demographic scolor psychology

The sociological differences between color preferences is a whole branch of study unto itself.

In a survey on color and gender, 35% of women said blue was their favorite color, followed by purple (23%) and green (14%). 33% of women confessed that orange was their least favorite color, followed by brown (33%) and gray (17%).

Other studies have corroborated these findings, revealing a female aversion to earthy tones and a preference for primary colors with tints.

Look at how this is played out. Visit nearly any e-commerce site whose target audience is female, and you’ll find these female color preferences affirmed.

Milani Cosmetics has a primarily female customer base. Thus, there’s not a shred of orange, gray, or brown on the homepage:

4 milani website color psychology example

Woman’s Day uses all three of the favorite colors of women (blue, purple, and green) on their homepage, thus inviting in their target audience:

5 womans day website color psychology

Most people think that the universally-loved female color is pink. It’s not. Just a small percentage of women choose pink as their favorite color.

Thus, while pink may suggest femininity in color psychology, this doesn’t mean that pink is appealing to all women, or even most women. Use colors other than pink — like blue, purple, and green — and you may improve your e-commerce website’s appeal to female visitors. That may, in turn, improve conversions.

2. Men Prefer Blue, Green, and Black

If you’re marketing to men, these are the colors to stay away from purple, orange, and brown. Instead, use blue, green, and black. These colors — blue, green, and black — are traditionally associated with maleness. However, it comes as a slight surprise to some that brown isn’t a favorite pick.

Keep in mind that gender preferences are not cut and dry. Gender is a complex topic, and not all men or women will prefer the colors above. However, this information can serve as a starting point for A/B testing.

3. Use Blue to Cultivate Trust

Blue is one of the most-used colors, with good reason. A lot of people like blue.

Read the literature on blue, and you’ll come across messages like

  • The color blue is a color of trust, peace, order, and loyalty.
  • Blue is the color of corporate America, and it says, “Chill . . . believe and trust me . . . have confidence in what I am saying!”  
  • Blue calls to mind feelings of calmness and serenity. It often is described as peaceful, tranquil, secure, and orderly.  

There is wide agreement in the research community on the psychological effects of the color blue. Its subtle message of trustworthiness and serenity is true. You can use this to your advantage on your website and landing pages.

The world’s biggest social network is blue. For a company whose core values are transparency and trust, this probably is not an accident.

6 facebook homepage color psychology

A company that serves as a conduit for billions of dollars, PayPal, also prefers the color blue. Chances are, this helps to improve their trustworthiness. If they were to try, say, red or orange as the theme color and branding, they probably wouldn’t have the same conversion level.

7 paypal website color psychology

Blue is, in fact, a color heavily used by many banks. Here’s CapitalOne.com, a major Internet bank:

8 capital one website  color psychology example

Although blue is pretty much an all-around great color, it should never be used for anything related to food. Dieters have used blue plates to successfully prevent them from eating more.

Evolutionary theory suggests that blue is a color associated with poison. There aren’t very many blue foods — blueberries and plums just about cover it. Thus, never use blue if you’re selling foodie stuff. (Use red instead.) 

4. Yellow is for Warnings

Yellow is a color of warning. Hence, the color yellow is used for warning signs, traffic signals, and wet floor signs.

yellow wet floor sign color psychology example

It seems odd, then, that some color psychologists declare yellow to be the color of happiness. Business Insider reports that “brands use yellow to show that they’re fun and friendly.” There is a chance that yellow can suggest playfulness. However, since yellow stimulates the brain’s excitement center, the playfulness feeling may be simply a state of heightened emotion and response, not exactly sheer joy.

Color psychology is closely tied to memories and experiences. If someone had an enjoyable experience with someone wearing a yellow shirt, eating at a fast-food establishment with yellow arches, or living in a home with yellow walls, then the yellow color may cause joy by memory association.

One of the most-cited “facts” about the color yellow is that it makes babies cry and people angry. To date, I have not found any study that backs up this claim, even though everyone is fairly comfortable repeating it.

11 google serp color psychology example

I’ve even read that “the color yellow can cause nausea,” though I’m doubtful about this.

12 yellow causes nausea psychology example

If you find the study about cranky babies and angry people living in yellow-walled houses, please let me know. I’m pretty sure that babies are going to cry, and people are going to get ticked, regardless of the paint color.

Whatever the case, it seems true that “yellow activates the brain’s anxiety center,” as reported by one color expert.

A heightened anxiety level during any website experience is never a good thing unless it comes in small doses. Thus, a yellow call to action may create just a touch of anxiety needed to make them click the desired call to action.

Use yellow in small doses unless you want to cause unnecessary anxiety.

5. Green is Ideal for Environmental and Outdoor Products and Brands

Perhaps the most intuitive color connection is green — the color of outdoors, eco-friendly, nature, and the environment. Green essentially is a chromatic symbol for nature itself.

Apart from its fairly obvious outdoorsy suggestiveness, green also is a color that can improve creativity. Labeled “the green effect,” one peer-reviewed study indicated that participants had more bursts of creativity when presented with a flash of green color as opposed to any other color.

If your website’s focus has anything to do with nature, the environment, organic, or outdoors, green should be your color of choice.

Green isn’t just about nature, though. Green also is a good call to action color, especially when used in combination with the “isolation effect,” also known as the von Restorff effect, which states that you remember things better if they stand out.

You remember the Statue of Liberty because it’s big, tall, green, and there isn’t a whole lot of them in the New York Harbor. In color psychology, the isolation effect occurs when a focus item, such as a conversion step, is the only item of a particular color. The technique works wonders for calls to action, and green is an ideal choice.

Here’s how Conrad Feagin uses it:

13 discover how color psychology examples

All of Dell’s conversion elements are green.

14 dell pricing page color psycology example

The word “green” itself is a buzzword for environmental awareness and appreciation. Using the word and the color itself can lend an environmental aura to your website, improving your reputation among those passionate about environmental concerns.

5. Orange Can Create a Sense of Haste or Impulse 

The positive side of orange is that it can be used as the “fun” color. According to some, orange helps to “stimulate physical activity, competition, and confidence.” This may be why orange is used heavily by sports teams and children’s products.

A great example is the Denver Broncos logo.

In fact, there are a ton of sports teams that use orange: Florida Gators, Clemson Tigers, Boise State Broncos, Syracuse, New York Knicks, New York Mets, Cleveland Browns, etc.

Amazon.com uses orange in their “limited time offer” banner. The color suggests urgency, which makes the message more noticeable and actionable:

18 amazon kindle color psychology example

It makes sense. Orange means active. Orange means fun. Orange means togetherness because it’s a loud and warm color.

However, orange can be slightly overwhelming. A research paper advises,

Orange will be used sparingly to bring your attention to something, but not so much as to overwhelm the actual message of the advert.

Sometimes, orange is interpreted as “cheap.” If your product offering is cheap, or if you want it to be seen as such, orange may be a good choice. Vive la Big Lots.

6. Black Adds a Sense of Luxury and Value

The darker the tone, the more lux it is, says our internal color psychology. Black can also be associated with elegance, sophistication, and power, which is exactly what luxury designers and high-end e-commerce sites want you to feel.

In a Business Insider piece on color and branding, the author relates the significance of black:

“Black can also be seen as a luxurious color. ‘Black, when used correctly can communicate glamour, sophistication, exclusivity.’”

Louis Vuitton handbags are not cheap. Absent from the site are colors and designs of whimsy and fun. This is serious value:

19 louis Vuitton color psychology example

Citizen Watch, better than the average Timex, also uses the dark-tone website design:

20 citizen eco drive color psychology example

Lamborghini does the same thing. Black is the name of the game:

21 lamborghini color psychology example

If you sell high-value luxury consumer items on your website, black probably would be a good choice.

7. Use Bright Primary Colors for Your CTA

In strict testing environments, the highest-converting colors for calls to action are bright primary and secondary colors – red, green, orange, yellow.

Darker colors like black, dark gray, brown, or purple have very low conversion rates. Brighter ones have higher conversion rates.

Women’s Health uses a bright mauve-tinted shade for their popup call to action. They’ve got the female-associated purple/pink tint going for them, along with a bright tone.

22 bikini body color psychology example

GreenGeeks uses a yellow button:

23 start selling today color psychology example

The biggest retailer in the world uses that famous “add to cart” button. It’s yellow:

24 amazon  color psychology example

Some of the best conversion colors are the “ugly” ones — orange and yellow. An article on ColorMatters.com states,

Psychologically, the ‘anti-aesthetic’ colors may well capture more attention than those on the aesthetically-correct list.

Since a conversion element’s goal is to capture attention, you may do just fine with that big orange button (BOB). Or yellow.

8. Don’t Neglect White

In most of the color psychology material I read, there is a forgotten feature. Maybe that’s because color theorists can’t agree on whether white is a color or not. I don’t really care whether it is or not.

What I do know is that copious use of white space is a powerful design feature. Take, for example, the most popular website in the world. It’s basically all white:

25 google color psychology example

White is often forgotten because its primary use is as a background color. Today, most well-designed websites use plenty of white space to create a sense of freedom, spaciousness, and breathability.

Color Psychology Best Practices to Drive Conversions 

You may not be in a position to rewrite your style guide and pick your own website color palette or font colors on the email template. So, how can you use color psychology in these situations? There are a few options:

  • If the colors really suck, campaign for change. In some situations, you may need to make a difference. If you’re a high-heel designer selling to upscale women but have a crappy orange logo, share your concerns with the decision-makers. People sometimes make terrible color decisions. Kindly show them how a killer color scheme can make a conversion difference.
  • Use psychology-appropriate colors that match the existing color scheme. Sure, you need to adapt to the color scheme, but you can still use a splash of strategic color here and there. Let’s say, for the sake of example, that you have a blue-themed website. Fine. You can create a popup to harvest email addresses and use a bright yellow button. The button is psychology-appropriate, and it doesn’t do damage to the company’s color branding.

The more freedom you have in your color scheme, the better. Here are some solid takeaways as you implement color psychology into your website:

  • Test several colors: Despite what some may say, there is no right color for a conversion text or button. Try a green, purple, or yellow button. Explore the advantages of a black background scheme vs. a white background. Find out which works best for your audience and with your product.
  • Don’t just leave the color choice up to your designer: I have enormous respect for most web designers. I’ve worked with many of them. However, don’t let your designer dictate what colors you should use on your website. Color is a conversion issue, not just an “Oh, it looks good” issue. Color aesthetics is not everything. Color conversion effects are important! You should be heavily involved in the color selection of your landing pages to improve your conversions.
  • Avoid color overload: I’ve just spent over 3,000 words telling you how important an awesome color is. Now, you’re going to go out and color something. But don’t go overboard. Remember my final point. I put it last for a reason. White is a color, and it should be your BFF color, too. Reign in your color enthusiasm with a whole lot of white. Too many colors can create a sense of confusion.

Conclusion

The Internet is a colorful place, and there is a lot that can be accomplished by using color correctly, at the right time, with the right audience, and for the right purpose.

Naturally, this article leads to questions about making changes in your company’s context. What about if your company has a specific color in your style guide? What if the logo color dictates a certain tint? What if the lead designer dictates color requirements? How do you deal with that?

How have your color changes affected your conversions?

The post How to Use the Psychology of Color to Increase Website Conversions appeared first on Neil Patel.

km-import

A Deep Dive Into Facebook Ads: How to Create,…

As a savvy internet user, you might think no one clicks on Facebook ads.

You’d be wrong.

Facebook is on track to make over $60 billion in revenue this year from advertising.

Someone’s clicking.

How do you get them to click your Facebook ads? More importantly, how do you get them to buy your product or sign up for your email list?

Many marketers who have tried Facebook ads, especially in their early days, decided that Facebook advertising doesn’t work.

Don’t believe them.

If you’re totally new to Facebook, start with this Facebook Marketing Guide. Then come back to this post for a deep dive into advertising.

In this advanced Facebook guide, you’ll learn which businesses are the best fit for Facebook ads and how to run successful campaigns.

We’ll cover the most common mistakes marketers make and the biggest factor in your ad’s success.

You can learn more and create your first ad at Facebook.com/advertising.

How Do Facebook Ads Work?

Facebook ads now come in several varieties. You can promote your Page, posts on your Page, actions users took, or your website itself. Despite Facebook’s increasing focus on native ads and keeping traffic on its site, you can still be successful in sending users to your website.

There are also several ad formats including images, videos, carousel (multiple images), Instant Experiences, and collections.

Facebook ads are targeted to users based on their location, demographic, and profile information.

Many of these options are only available on Facebook. After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive.

Facebook's most important ad targeting options

Users then see your ads in the sidebar on Facebook or in their newsfeed.

This guide will walk you through the best practices for creating CPC ads that drive traffic to your website.

Facebook’s other ad options are great for driving engagement and brand awareness, but ads driving users off-site are still the best option for direct response advertisers looking to make a sale.

Who Should Advertise on Facebook?

Many businesses fail at Facebook advertising because they are not a good fit. You should always test new marketing channels, especially before demand drives up prices, but make sure to consider whether your business model is a good fit for Facebook.

In the past, Facebook ads were more like display ads than search ads — though new versions of ads, like product ads, allow advertisers to sell products directly to users.

Here are a few types of businesses that are likely to succeed with Facebook advertising.

Businesses with Low-Friction Conversions

The businesses that succeed with Facebook ads ask users to sign up, not to buy. You must use a low-friction conversion to be successful.

A visitor to your website wasn’t looking for your product. They clicked your ad on a whim. If you’re relying on them to immediately buy something to make your ad ROI positive, you will fail.

Facebook users are fickle and likely to click back to Facebook if you ask for a big commitment (purchase) upfront. Instead, stick to simple conversions like signing up for your service, filling out a short lead form, or submitting an email address.

Even if you sell products, not services, you should consider focusing on an intermediate conversion like a newsletter signup. Then you can upsell later through email marketing or Facebook retargeting ads.

Daily deal sites like Groupon, AppSumo, and Fab are good examples of businesses that can succeed with Facebook advertising. After you click one of their ads, they just ask for your email address. They’ll sell you on a deal later.

Business Model with Long Sales Cycle or Small Purchases

Even if you only ask for an email address initially, you’ll need to eventually make money from these users if your ads are to be profitable.

The best business model that fits for Facebook ads earn revenue from their users over time, not all at once. A user may have given you their email, but you’ll need to build more trust before they are likely to buy anything.

You shouldn’t depend on one big purchase. Several smaller purchases are ideal.

Daily deal and subscription sites are great examples of business models that can thrive on Facebook. Both have customers whose lifetime value is spread out over six months or more.

At Udemy, they focus on getting users to sign up on their first visit. By aiming to be profitable on ad spend in six months (not one day), they turn Facebook users into long-term customers.

They target a 20% payback on ad spend on day one and 100% payback in six months. These numbers can serve as a rough guide for your business.

How to Target Facebook Ads

The number one mistake most marketers make with Facebook ads is not targeting them correctly.

Facebook’s ad targeting options are unparalleled. You can target by demographics and create custom or lookalike audiences to target users similar to your best customers. You can also use retargeting ads to target users who have interacted with your page, or visited your website.

On Facebook, you can directly target users by:

  • Location
  • Age
  • Gender
  • Interests
  • Connections
  • Relationship Status
  • Languages
  • Education
  • Workplaces

Each option can be useful, depending on your audience. Most marketers should focus on location, age, gender, and interests.

Location allows you to targets users in the country, state, city, or zip code that you service.

Age and gender targeting should be based on your existing customers. If women 25-44 are the bulk of your customers, start out targeting them. If they prove to be profitable, you can then expand your targeting.

Interest targeting is the most powerful but misused feature of Facebook ads. When creating an ad, you have two options: broad categories or detailed interests.

Broad Category Targeting

Broad categories include topics like Gardening, Horror Movies, and Consumer Electronics. Recently, Facebook has added newer targets like Engaged (1 year), Expecting Parents, Away from Hometown, and Has Birthday in 1 Week.

Broad interests may seem like an efficient way to reach a large audience. However, these users often cost more and spend less. You’ll also need to install the Facebook pixel.

This used to be an ineffective way to reach audiences; however the addition of the Facebook pixel and dynamic ads makes this far more effective.

It is worth testing; but detailed interest targeting is often more effective.

Detailed Interest Targeting

Detailed Interest Targeting allows you to target users based on information in their profile including “listed likes and interests, the Pages they like, apps they use, and other profile (timeline) content they’ve provided” (according to Facebook). You’ll find the best ROI using Detailed Interest targeting.

Facebook has an amazing array of interests to target from Harry Potter to underwater rugby. The hard part is choosing the right ones.

When targeting detailed interests, Facebook provides the size of the audience and other suggested likes and interests. You won’t have any competitive data. Once you select interests for an ad, Facebook will show an aggregate suggested bid.

Many marketers target the largest groups possible.

This is a mistake. These groups are more expensive and less targeted.

Rather than target broad terms for your niche like “yoga” or “digital photography,” focus on specific interests. Research which magazines and blogs your customers read, who they follow on Twitter, and which related products they buy.

If you use laser-focused interests like these, you’ll reach the people who are most interested in your topic and the most willing to spend money on it.

For example, if you wanted to sell a new DJ course, don’t just target the interest “disc jockey.”

Instead, create ads targeting DJ publications like DJ Magazine and Mixmag. Then created another ad targeting DJ brands like Traktor and Vestax.

Combine smaller, related interests into a group with an audience of 50,000 to 1M+. This structure will create ads with large audiences that are likely to convert.

facebook ads deep dive advanced guide interest targeting

Advanced tip: Use Facebook Login as a sign-up option on your site. When users connect via Facebook, you’ll be able to analyze their interests. Index these interests against the number of fans of their respective Facebook Pages. You’ll be left with your high-affinity interests.

Facebook Lookalike Audiences

In addition to targeting users directly, Facebook gives you the ability to Lookalike Audiences.

So what are Facebook Lookalike Audiences? These are Facebook users that are similar to your current users. You’ll need to have Facebook Pixel or other custom audience data, like an email list. Then, you can ask Facebook to find similar users.

They are highly customizable — for example, you could create a “new customer” ad, then exclude current customers from seeing your ads.

This page on Facebook will walk you through how to create Lookalike audiences.

Retargeting with Facebook Ads

Retargeting ads allow you to reach customers who are already familiar with your brand. You can double down by creating dynamic ads that show people items they are likely to be interested in.

For example, you could retarget users who have visited your site, left items in their cart, or clicked on an ad.

To create a retargeting ad, the first step is to install the Facebook Pixel. Follow this guide in Facebook’s Business center to get started.

Images for Facebook Ads

The most important part of your Facebook ad is the image. You can write the most brilliant copy in the world, but if your image doesn’t catch a user’s eye, you won’t get any clicks.

Don’t use low-quality images, generic stock photography, or any images that you don’t have the rights to use. Don’t steal anything from Google Images. Unless you’re a famous brand, don’t use your logo.

Now that we have the no’s out of the way, how should advertisers find images to use? Buy them, create them yourself, or use ones with a Creative Commons license.

Below you’ll learn which types of images work best and where specifically to find them.

People

Images of people work best. Preferably their faces. Use close-ups of attractive faces that resemble your target audience.

Younger isn’t always better. If you’re targeting retirees, test pictures of people over 60. Using a pretty 25 year old girl wouldn’t make sense.

Facebook sidebar ad images are small (254 by 133 pixels). Make sure to focus on a person’s face and crop it if necessary. Don’t use a blurry or dark picture.

Use this ad image guide on Facebook to see the size requirements for other ads, like desk top news feed, mobile news feed, instant articles, stories, etc.

Advanced tip: Use images of people facing to the right. Users will follow the subject’s line of sight and be more likely to read your ad text.

Aside from models, you can also feature the people behind your business and showcase some of your customers (with their permission, of course).

Typography

Clear, readable type can also attract clicks. Bright colors will help your ad stand out.

Just like with text copy, use a question or express a benefit to the user. Treat the text in the image as an extension of your copy.

Funny

Crazy or funny pictures definitely attract clicks. See I Can Has Cheeseburger, 9GAG, or any popular meme.

Unfortunately, even with descriptive ad text, these ads don’t always convert well. If you use this type of ad, set a low budget and track the performance closely. You’ll often attract lots of curiosity clicks that won’t convert.

facebook ads deep dive ad examples with images
faceboo

How to Create Images for Facebook Ads

You have three options to find images: buy them, find ones that are already licensed, or create them yourself.

You can buy stock photography at many sites including iStockPhoto or Big Stock. Don’t use stock photos that look like stock photos. No generic businessmen or stark white backgrounds, please.

Users recognize stock photos and will ignore them. Instead, find unique photos and give them personality by cropping or editing them and applying filters. You can use Pixlr, an online image editor, for both.

If you don’t have the money to buy photos, you can search for Creative Commons licensed images.

The third option is to create the images yourself. If you’re a graphic designer, this is easy. If you aren’t, you can still create typographic images or use basic image editing to create something original from existing pictures.

Rotate Ads

Each campaign should have at least three ads with the same interest targets. Using a small number of ads will allow you to gather data on each one. For a given campaign, only one to two ads will get a lot of impressions, so don’t bother running too many at once.

After a few days, delete the ads with the lowest click-through rates (CTRs) and keep iterating on the winners to continually increase your CTR.

Aim for 0.1% as a benchmark. You’ll likely start out closer to the average of 0.04%.

Writing Successful Facebook Ad Copy

After seeing your image, users will (hopefully) read your ad text. Here you can sell them on your product or service and earn their click.

Despite the 40 character headline and 125 character body text limits, we can still use the famous copywriting formula AIDA.

  • (A)ttention: Draw users into the ad with an attention-grabbing headline.
  • (I)nterest: Get the user interested in your product by briefly describing the most important benefit of using it.
  • (D)esire: Create immediate desire for your product with a discount, free trial, or limited time offer.
  • (A)ction: End the ad with a call to action.

AIDA is a lot to fit into 165 characters. Write five or ten ads until you’re able to fit a succinct sales pitch into the ad.

Here’s an example for an online programming course:

Become a Web Developer
Learn everything you need to become a web developer from scratch.
Save 65%. Enroll now!

Bidding on Facebook Ads

Like on any ad network, strategic bidding can mean the difference between profit and a failed test.

After you create your ad, Facebook will provide a suggested bid range. When you’re just starting out, set your bid near the low end of this range.

Your CTR will quickly start to dictate the price you’ll need to pay for traffic. If your CTR is high, your suggested bids will decrease.

If your CTR is low, you’ll need to bid more for each click. Optimize your ads and targets to continually increase your CTR.

In addition to click volume, your bid will also dictate how much of your target audience you’re able to reach.

Facebook provides a great chart for every campaign showing the size of your target audience and how much of that audience you’ve reached.

facebook ad deep dive chart

Increasing your bid will help your ad reach more of your target audience. If your ad is performing well but you’re reaching less than 75% of your target audience, you can increase your bid to get more clicks.

If your audience penetration is high, increasing your budget will increase your ad’s frequency: how many times a targeted user will see it.

Landing Pages for Facebook Ads

Getting a click is only the beginning. You still need the visitor to convert.

Make sure to send him to a targeted, high-converting landing page. You know their age, gender, and interests, so show them a page that will solve their problems.

The landing page should also contain the registration form or email submit box that you’ll track as a conversion.

Focus the landing page on this action, not the later sale. If you want visitors to sign up for your newsletter, show them the benefits or offer a free gift for their email.

How to Track Facebook Ads Performance

Facebook no longer offers conversion tracking. Facebook’s Ads Manager is great for data within Facebook but can’t provide information on users who have left the site.

To properly track the performance of your Facebook campaigns, you’ll need to use an analytics program like Google Analytics, or your own back-end system. Tag your links using Google’s URL builder or your own tracking tags.

Conversion Tracking

As mentioned above, make sure to separate campaigns by interest groups so that you can see how each one performs.

You can track them using the utm_campaign parameter. Use the utm_content parameter to differentiate between ads.

Ad-level tracking is useful when testing eye-catching images and before you’ve established a baseline CTR and conversion rate.

Performance Tracking

You will also need to monitor your performance within the Facebook interface. The most important metric to track is the click-through rate. Your CTR affects both the number of clicks you’ll receive and the amount you will pay per click.

Ads with a low CTR will stop serving or become more expensive. Ads with a high CTR will generate as many clicks as will fit within your budget. They will also cost less. Keep a close eye on CTR by interests and ads to learn which audiences work best and which ads resonate with them.

Keep in mind: Even the best ad’s performance will decline over time. The smaller your target audience is, the faster this will happen. Usually, you’ll see your traffic start to drop off in 3-10 days.

When this happens, refresh the ads with new images and copy. Duplicate your existing ads then change the image and ad text. 

Do not edit the existing ad. Delete any existing ads not getting clicks. By the next day, you’ll see the new ads accruing impressions and clicks.

Monitor the images’ performance over time to see which generate the best CTR and maintain their traffic the longest. You can rotate high-performing images back in every few weeks until they stop getting clicked at all.

Conclusion

Despite the learning curve, Facebook advertising can be a great marketing channel for the right business. The most important points to remember are target specific interests, use eye-catching images, give users a low-friction conversion, and track everything.

After a week or two of learning what works for your business, you’ll be able to generate a steady source of Facebook conversions.

What are your best Facebook advertising tips? Share them in the comments.

The post A Deep Dive Into Facebook Ads: How to Create, Optimize, and Test Facebook Ads appeared first on Neil Patel.

km-import

7 Warning Signs You Have Product Flop on Your…

Ever have a really great idea for a product?

You know, the kind of idea that makes you want to grab strangers by the shoulders and explain the whole thing in a rush. For the next few hours or even days, you find yourself revved up in high gear, eager to turn your big idea into reality.

It’s an awesome feeling.

There’s only one problem: what comes up must go down, and sometimes big ideas do just that – they flop, hard.

You could shrug it off and say that failure is really a learning experience, but wouldn’t you rather learn how to avoid those product flops so you can save yourself time, money, and heartache?

I know I would.

Here are seven warning signs your big product idea is about to flop — and seven ways to avoid landing with a splat:

1. You Keep Changing Your Mind

You’re burning through your project and you’re totally jazzed. Everything’s going great! It’s such an awesome idea.

But it would be even better if you add this one element.

Wait, no – maybe you should do this instead. That’d be awesome.

Or maybe you should change that – it would make your project even better! It’ll crush all of the products in the niche!

Sound familiar?

Business old-schoolers call it “scope change,” and it can seriously hamper your progress. The more you push the boundaries and keep adding to your project, the more it becomes a time-consuming, cost-heavy monster that never ends.

Risks go up, your schedule gets trashed, deadlines get blown and quality goes down.

The solution?

Give yourself a set amount of time to do research and plan the scope of your project before you start. Take a few days, weeks, or months to really think things through. It’s okay to waffle then because no one else is watching, and you don’t have to backtrack.

But once that time has expired, stop, make the decisions you need to make, and move forward. Look at it as a deadline. You can change your mind up until a certain day on the calendar, and then after that, you stick with the plan until you’re finished.

2. You Haven’t Figured Out the Price

Most people don’t bother to figure out what their business idea will cost them, not only in terms of money, but also time and opportunity costs. They just latch on, run with their idea, and work like mad for weeks, investing their time and money blindly.

Then six months after launch they wonder why they’re broke, exhausted, and feeling trapped.

Before you undertake a project, figure out what it’ll cost you:

  • Overhead Costs: Will you need office space? Employees? Equipment? Will you have to pay travel expenses? What are the total hard costs?
  • Salary Costs: What will you pay yourself? Even if you’re living on savings, it’s still an expense. Write it down.
  • Opportunity Costs: What opportunities will you have to give up? How much will that cost you in both the short-term and long-term?
  • Time Costs: When are you going to work on it? Also, what are you currently doing in those other hours that you’ll have to cut out? Will you sacrifice sleep? Time with your family? Overtime at work?

Once you’ve calculated the true cost, ask yourself if it’s a price you’re willing to pay. Your idea might be fantastic, but if you don’t know what it’s going to cost you, chances are you’ll never finish.

Before starting a project, make sure you know exactly what it will cost you.

3. You Think All You Need is Time

You’ve done the math and decided that there’s no major financial investment involved, just your time. Maybe a few weeks of hard labor, maybe a few months. You just have to buckle down and do it.

But here’s the big question: who’s paying the bills in the meantime?

Every hour you spend working on Project X is an hour less you can work on other income sources. If your time is worth $100 an hour, do you really want to invest 1,000 free hours into a project that might make you $5,000?

If you do, you’re essentially investing $100,000 for a $5,000 return. Not smart.

The reality is, you might lose money — and that isn’t always a bad thing. In fact, becoming a multi-millionaire can require losing money, as I’ve mentioned before.

But if you aren’t considering the cost of your time, you could end up with a flop.

If you want to be successful, figure out your hourly rate, and then delegate or outsource any tasks below that rate. Sometimes, you’ll be better off working for someone else and funneling that income into paying freelancers than quitting all of your projects and cutting off all of your income streams.

Smart business people invest their time wherever they’re getting the best return.

4. No One Seems to “Get” The Concept

This is one of the biggest red flags that your product is going to flop. Sadly, most people get so excited about their big idea that they don’t see the forest for the trees.

It goes like this:

You excitedly explain your product to a few people, but they don’t seem to get it. You explain even more. They seem unsure. They ask questions. You answer, but they hesitate. So you slow down and try to explain it as simply as possible, but you still can’t seem to get through.

Maybe they aren’t as smart as you. Or maybe they just don’t get it. Maybe they aren’t in your target audience.

But here’s why it matters: if your customer doesn’t understand the idea, it doesn’t matter how brilliant it is. It’s going to flop.

So, pay attention to people’s reactions. At which point in the explanation do they seem to get confused? What part don’t they understand? Where are you losing them?

These are the places you need to clarify. There’s a missing link somewhere, and you need to find it now, not later.

Or maybe you just need to get a new idea.

5. They Get It, but No One Seems Interested

Sometimes, people get your idea, but they shrug their shoulders and say, “So what?”

Maybe they point out that someone else has done it already, or maybe they don’t see the problem you’re addressing, or maybe they think it’s just plain boring.

They’re polite and they listen to your idea, but not for long – their phone or their email is far more interesting.

Watch out for that lack of interest, because no enthusiasm means no sales. You know you’re on track when:

  • They say, “I’ve been dealing with that for years. Can you really fix it?”
  • They laugh, cry, or get angry. The stronger the emotional response, the better the idea.
  • Their eyebrows go up, and ask, “Is that really possible? That would be great!”
  • They bring your idea up again the next time you see them. It shows they’ve been thinking about it, which is exactly what you want your prospective customers to do.

If you don’t get one of those responses, find out why. What do people really want? What do they need? What’s missing?

You might be able to adapt your big idea to fulfill that demand.

6. You Don’t Really Believe in Yourself

You might really, really want to get your big idea off the ground, and you believe it will succeed, but you secretly wonder whether or not you can pull it off.

Maybe you’re an engineer, and you don’t have any confidence in your ability to sell. Or maybe you are a digital marketer, and you struggle with keeping accurate financial records for investors and bankers. Or maybe you’ve never managed anyone before, and the idea of hiring and leading a staff scares you.

You’ve tried to stay positive, but deep down, you doubt yourself. You hope you can do it, but when you talk to other people about your idea, you can feel your insecurity bleeding through.

The truth?

If you don’t believe in yourself, no one else will either. People have a sixth sense for uncertainty, and they’ll pick up on every signal of self-doubt you’re sending out. It can kill even the best ideas.

No one expects you to be perfect, but getting any idea off the ground requires leadership, and people expect leaders to be confident. So work on it.

The best way to build self-confidence is to start small and get some early wins.

If you are worried about sales, start generating leads you are certain will convert into sales, and approach those first. If you’re worried about financials, get example reports, and then start with the ones you understand. If you’re worried about managing people, start by hiring smart, ambitious people who don’t need much handholding.

Make it easy for yourself, and grow into the person you need to become.

7. You Can’t Seem To Find the Time for Your Idea

This is probably the most common sign of an impending product flop: you know your project will be a success — yet you can’t seem to find the time to work on it.

You keep pushing your idea aside. Other work comes up. Something else is more urgent. You’re busy. You push back your own deadlines and keep setting your big idea on the back burner.

It’s probably because you’re scared.

Maybe you’re afraid your big idea won’t succeed (even if you’re pretty sure it will). Or that it actually might succeed, and you won’t know how to handle it. Or that you’ll make mistakes and get laughed at, losing the respect of the people you admire.

Whatever the reason, if you find yourself procrastinating, sit down for a little introspection session. Think about why you’re not working on that big idea. Ask yourself:

  • What life changes you think would happen if you complete it?
  • What do those changes mean to you?
  • Why do you want to avoid them?
  • Are they realistic concerns?
  • What is the worst-case scenario?

Be honest with yourself. Often, reality is far different (and easier!) from what we imagine.

Maybe after some introspection, you realize the big idea isn’t going to be good for you. Sometimes our gut instinct sends warning messages that we should pay attention to – just because a project will be successful doesn’t mean it’s the right success for us.

And if that’s the case, then there are plenty of other – better – ideas for you to pursue. If there’s one thing I’m sure of, it’s this:

The next big idea is always right around the corner.

Conclusion

Not all great ideas are destined to be big hits. However, many of the largest companies in the world started as just one good idea. Review the warning signs above and make sure you are in the best possible position to move forward.

Then, it’s time to start digging in. Start by getting to know who your audience really is and do some market research. Create a business plan and don’t forget to consider outsourcing tasks that you don’t have the time — or the knowledge — to tackle.

And if you do flop? Take some time to recover, then try again.

Are you working on your next big idea? What is holding you back?

The post 7 Warning Signs You Have Product Flop on Your Hands (and How to Fix It!) appeared first on Neil Patel.

Content Marketing

8 Tips For Creating a More Effective Case Study…

Case studies go beyond simple testimonials by providing real-life examples of how your brand satisfied your customer’s needs and helped them accomplish their goals.

An in-depth case study helps you highlight your successes in a way that will help your ideal potential customer become your next customer. They help you show rather than tell prospective customers how you can help them reach their goals.

But, creating a solid case study can be a challenge. Today, I’ll provide actionable tips to help you write a case study, provide background information, and identify key metrics that will help your case study drive conversions.

1. Write About Someone Your Ideal Customer Can Relate To

Do you know who your ideal customer is? If it’s someone in the education industry, then make your case studies about your university customers. If it’s someone in the automobile industry, then make your case studies about auto parts and accessories manufacturers.

The goal is to ensure that your case study will show prospective customers that you are:

  • Comfortable in their industry.
  • Undertand their industry’s specific needs.
  • Know how to give their industry targeted results.

Think about it on a smaller level, such as when you’re reading a how-to blog post. Most of of these posts are geared toward average readers.

But when you come across a post designed specifically for your needs (such as online marketing for the healthcare industry), you are more likely to understand and apply the information.

The same goes with case studies – people who read about results in their industry will feel like the same approach will work for them.

2. Tell the Story from Start to Finish

Storytelling is a powerful marketing strategy. A great case study will allow someone to really get to know the customer in the case study including:

  • Who is the sample customer and what do they do?
  • What were the customer’s goals?
  • What were the customer’s needs?
  • How did you satisfy those needs and help the customer meet their goals?

But don’t stop a month or two out. Follow up with the customer in the case study and update your case study a few months down the road to show how your solutions continue to provide long term benefits.

This gives readers the opportunity to see that your goal is not only to help with immediate needs, but also to ensure long term results.

3. Make Your Case Study Easy to Read

No one likes to read one huge chunk of text, no matter how interesting and informative it might be. Case studies, like blog posts, should be scannable and easy to read.

Be sure to use good content formatting elements as you would with articles, blog posts, and copywriting on your website, including:

  • Headers
  • Images
  • Bulleted lists
  • Bolded & italicized text

In addition to providing great SEO value for your case studies page, these formatting elements will help your readers (especially those that like to skim) find the most important parts of your case study and get a great impression about what your business could do for them.

Consider adding multi-media elements in addition to written content, such as videos, PDFs, and images to mix it up and make the content more engaging.

4. Include Real Numbers

Have you ever read case studies where a business states they “doubled traffic” for the customer in their case study and wondered if that meant they went from 100 to 200 visits or 10,000 to 20,000 visits?

Avoid using broad statements by using clear, direct numbers. This makes your case study more believable and helps build trust in your brand.

You want your case study to be as precise as possible. Instead of saying you doubled their traffic, provide specific, accurate numbers and (if possible) real proof in the form of charts, graphs, or analytics data.

better case studies include graphs and charts

Remember that not everyone is as familiar with analtyics technology as you are, so highlight the most importnat pieces of data and provide context to why it matters.

better case studies show proof

This way, the reader can see where the customer began and where the customer ended up with your help.

Plus having the picture proof can help the reader envision exactly what you might do for them, making your case study that much more powerful.

5. Talk About Specific Strategies in Your Case Study

So you doubled a website’s traffic or sales, right? How did you do it? This is where you sell your products or services simply by saying which ones you used and how they led to the desired result.

Don’t just say “our online marketing services led to these results.” Instead, say something like, ” A three-month social media campaign focusing on Facebook & YouTube and five-month of link building campaign led to an increase in rankings, plus brand exposure led to these results.”

Don’t worry about giving away your secrets — the goal is to establish your brand as an industry leader and you need to show you know your stuff.

6. Try Different Content Formats

Case studies do not have to be fit into a story form every time. Try different types of case studies, such as an interview format where you have your clients answer the same questions mentioned earlier about what they do, their needs, their goals, and how you met them.

Quoting your customer in their own words will make the case study even more relatable to your ideal customer than you telling the story.

Infographics, webinars, and even podcasts can also be used to highlight case studies. Don’t get stuck in the same old text-only format — get creative and see what type of content your users respond to.

Here’s a case study example from Venngage that uses a brochure-style case study to highlight how Vortex was able to grow conversion. (Notice the results section that highlights specific gains.)

case study research example

7. Appeal to Different Types of Learners

While some people enjoy reading, others may prefer audio, video, or visual representation of your case study. So consider taking your text-based case studies and re-purposing the content as:

  • A podcast
  • A YouTube video
  • An engaging infographic (such as the one below)
How To Calculate Customer Lifetime Value

The bonus with YouTube videos and infographics is that they are easy to share. This means that your case study may go further than just your own site, leading to more of your potential customers finding out how they could benefit from your products or services.

Case studies can also be embeded in other types of content — such as an ebook, how-to blog post, or resource guide.

8. Make Your Case Studies Easy to Find

What’s the point of having great case studies if no one will ever read them? Be sure that your case studies are organized and easy to find.

Here’s a few examples of good case studies that are easy to find — and therefore, much more powerful.

Amazon Web Services

AWS provides case studies right on their homepage. They also make it easy to look for an-industry specific case study in manufacturing, financial services, fitness, and more.

Drupal

Drupal provides case studies right in their hero image. Users considering using their solution don’t have to look far at all to see how other brands are finding success with Drupal.

drupal case study example for retail

Conclusion

A great case study starts with case study research. Ask your customers to fill out a short form that highlights how you helped them reach their goals — be sure to ask for specific results.

Explain how the case study will help them by increasing brand awareness and link opportunities. Remember, a highly effective case study helps both you and your client build trust and reach a wider audience.

Have any case study best practice tips or examples of case studies you have enjoyed? Please share them in the comments!

The post 8 Tips For Creating a More Effective Case Study – With Examples appeared first on Neil Patel.

km-import

How to Tell if You’re Shadowbanned on Social Media

Suddenly you notice that none of your social media activity seems to be showing up at all. It’s like you don’t even exist on the site… Weird!

Is it a bug? Every website suffers from them sometimes, and the interactive features can often be the first to go haywire. Server maintenance could also be the culprit.

But another possibility is that you might have been “shadowbanned” (previously called ghostbanned).

Accounts that are shadowbanned are put into a kind of invisible mode. In other words, they become a “shadow” that no one can see.

In this post, we’ll talk more about what exactly shadowbanning is, and how you can tell if it happened to you.

What Is Shadowbanning?

Shadowbanning is when your posts or activity don’t show up on a site, but you haven’t received an official ban or notification.

It’s a way to let spammers continue to spam without anyone else in the community (or outside of it) seeing what they do.

That way, other social media users don’t suffer from spam because they can’t see it. The spammer won’t immediately start to look for ways to get around the ban, because they don’t even realize they’ve been banned.

Now, all of this might sound a little odd or shady. Since many websites and apps deny that they shadowban, there’s no way to know for sure that it’s happened.

If you suspect a shadowban, a change in the website’s search or newsfeed algorithm might actually be to blame. And since the algorithms are the property of social media companies, it’s not in their best interest to reveal everything about them publicly.

Regardless of whether you’ve been penalized deliberately or accidentally, the effect is still the same… no one can see your posts.

Sites That Shadowban

There’s no way of getting a full list of sites that shadowban people, since the practice isn’t entirely out in the open.

However, shadowbanning has been reported before under certain circumstances, on sites and apps like Facebook, Instagram, and TikTok, among others. 

Respondents to a survey called Posting Into the Void reported four general types of shadowbans:

  • a username or hashtag not showing up in search suggestions
  • a decrease in follower engagement
  • certain features (e.g. likes or replies) being blocked
  • a temporary ban that then reverts back to normal later on

Here’s how to tell if you’ve been shadowbanned on some popular social media sites:

Twitter Shadowbanning

Does Twitter actually shadowban people? Well, yes and no.

In a blog post, Twitter claimed that they don’t “deliberately make people’s content undiscoverable to everyone except the person who posted it”, and they “certainly don’t shadowban based on political viewpoints or ideology.”

However, they did say they “rank tweets and search results” to “address bad-faith actors”. Basically, if Twitter thinks you’re a spammer or a troll, its algorithm will penalize your content.

How to Avoid Getting Shadowbanned by Twitter

Twitter lists these as some of the factors they use to tell if you’re a “bad-faith actor” or not:

  • Whether or not you’ve confirmed your email address
  • Whether you’ve uploaded a profile picture
  • How recently your account was created
  • Who you follow and retweet
  • Who mutes, follows, retweets, and blocks you

To avoid getting shadowbanned on Twitter, you should confirm your email address and upload a profile picture.

Don’t spam people and don’t be overly promotional. If you’re trying to sell a product or service and are posting too much, other users might block your content, causing a shadowban on your account.

You should also try to avoid trolling, getting into online arguments, or being too confrontational in your posts and comments. This can lead people to mute or block you.

How to Tell If You’re Shadowbanned on Twitter

There’s no way to tell for sure if you’ve been shadowbanned on Twitter. However, you could try using the site Shadowban.eu, which claims to be able to detect a shadowban.

how to check if you are shadowbanned on Twitter

Instagram Shadowbanning

How frustrating is it to work hard at building up an Instagram following, only to see that your posts suddenly aren’t showing up?

Like with Twitter, Instagram’s CEO has publicly claimed that “shadowbanning is not a thing”, but as with Twitter, that’s not entirely true.

While you personally might not be being shadowbanned, the algorithm could still be hiding your posts.

Instagram’s algorithm is designed to remove certain content. Namely, the algorithm penalizes content that Instagram considers “inappropriate”, even if the content doesn’t go against the app’s Community Guidelines.  

Specifically, they mention sexually-suggestive content. According to their Community Guidelines, spammy content and content associated with illegal activity or violence is also a no-go.

Instagram prefers “photos or videos that are appropriate for a diverse audience”… so less family-friendly content may be at risk of a shadowban.  

How to Tell If You’re Shadowbanned on Instagram

There’s no surefire way to tell if you’ve been shadowbanned on Instagram, but there are sites that say they can test it. Triberr is one option.

how to check if you are shadowbanned on Instagram

Reddit Shadowbanning

Shadowbanning on Reddit is a bit different from shadowbanning on other social media sites. Up until 2015, Reddit openly shadowbanned users who broke the site’s rules by hiding their posts.

Reddit then announced that the shadowbanning system had been replaced with an account suspension system. Basically, some Reddit staff thought that the shadowban tool had been useful for dealing with bots, but that banning real human users without telling them what they did wrong was unfair.

However, the site appears to still occasionally be using shadowbans, with the r/ShadowBan subreddit still active.

According to their official content policy, Reddit may enforce their rules by “removal of privileges from, or adding restrictions to, accounts”, and also by “removal of content”, among other methods.  

How to Avoid Getting Shadowbanned on Reddit

Of course, to avoid getting shadowbanned on Reddit, you’ll need to follow their rules. But one tricky thing about that is that the rules on Reddit actually depend on the subreddit you are submitting to.

You’ll want to read and comment a lot first before submitting your own links. Watch how people react to various types of submissions within a specific subreddit, and then act accordingly.

You can also check out this unofficial guide on how to avoid being shadowbanned. Some key points:

  • Don’t spam or post too many links to your own content (if you post a lot of other things too, posting one or two links to your own work is OK)
  • Don’t harass or constantly downvote another user
  • Don’t dox others or encourage doxxing (posting someone’s personal information without their consent)
  • Don’t post illegal or inappropriate content
  • Don’t abuse moderators or admins

How to Tell if You’re Shadowbanned on Reddit

To find out if you’re shadowbanned on Reddit, make a post in the r/ShadowBan subreddit. A bot will respond to you, letting you know if you’re shadowbanned.

Even if you’re not, the bot will tell you which posts of yours have been removed recently (if any).  

You could also use a third-party tool, like Am I Shadowbanned?

How to check if you are shadowbanned on Reddit

TikTok Shadowbanning

TikTok is a popular social network for sharing short videos. Unfortunately, you can get shadowbanned there too (kind of).

While there’s no official mention of the term “shadowban” in TikTok’s Community Guidelines, like other social media networks, TikTok uses algorithms to privilege certain content. If you get on the wrong side of the algorithm, fewer people might see the content you post.

To have more people see your content and avoid penalties, try to follow best practices for TikTok’s recommendation algorithm, and always follow the Community Guidelines.

Stay away from illegal material, violence, hate speech, spam, and other similar topics.

To check if you’ve been shadowbanned on TikTok, look at your pageviews and “For You” page statistics. You can also use a hashtag and see if your post shows up under that hashtag.

Facebook Shadowbanning

Facebook calls its content moderation policy “remove, reduce, and inform.”

Basically, content that violates Facebook’s Community Standards will be removed from the site, while other undesirable content (like misleading information) may be less visible on Facebook or have a warning label placed on it.

If Facebook is consistently “reducing” your content, that could be considered a type of shadowban.

The main thing you can do to trigger a shadowban on Facebook is to share links to fake or misleading information. Content on the site is checked by independent fact-checking organizations.

Facebook also penalizes links from websites that its algorithm considers clickbait. Low-authority websites without a lot of inbound and outbound links that generate a lot of clicks on Facebook may be considered clickbait.

Facebook groups where a lot of misleading links and clickbait are frequently shared may be shadowbanned.

If you’re worried your personal page, business page, or group might have been shadowbanned on Facebook, check for a change in engagement levels on your recent posts.

LinkedIn Shadowbanning

While people don’t often think about getting shadowbanned on LinkedIn, it’s possible for your content’s reach to be throttled there.

Like other social media sites, LinkedIn has Community Policies that all members need to follow to avoid problems.

Since LinkedIn is a professional site, its content policies are even stricter than other platforms. Not only should your content be safe, legal, and appropriate, it has to be professional as well.

Although LinkedIn is obviously a place for career growth and self-promotion, spamming people is still a no-go.

You’ll need to respect others’ privacy and intellectual property. You should also avoid harassment or unwanted romantic advances towards other members.

If you violate LinkedIn’s policies, they may “limit the visibility of certain content, or remove it entirely.”

That said, the LinkedIn algorithm is pretty complicated. Even if your content is perfectly professional and high-quality, it might still not be getting the reach you want.

Engagement and relevance are the top two factors to keep in mind when creating content for LinkedIn.  

YouTube Shadowbanning

While it’s not exactly a social network, it’s definitely still a site where people go to learn and share content. Can you be shadowbanned from YouTube?

Well, YouTube shadowbanning has been in the news because of popular creator PewDiePie. According to his fans, the Swedish videogame YouTuber’s channel was penalized in YouTube search.

YouTube’s official response was that it doesn’t shadowban channels, but that some videos might be flagged and need to be reviewed before they show up in search.

In an interview with Polygon, they said they were “currently working on fixing the issue.” 

7 Ways to Avoid Getting Shadowbanned on Social Media

Different social networks have their own opinions on what type of violations merit a shadowban. However, we can definitely see some general trends that are worth noting.

Adhere to these guidelines if you want to be safe from a shadowban:

  1. Always stick to the Terms of Service
  2. Follow and watch power users in your category (see what and how they share)
  3. Don’t post links or copy-pasted content over and over
  4. If you’re unsure if the content is appropriate, avoid sharing it
  5. Treat others politely and respectfully
  6. Don’t use banned hashtags
  7. Avoid posting about illegal topics

Conclusion

You may not have any idea you are being shadowbanned. At least not at first… though over time, you may begin to suspect it.

What you should do to protect yourself is to be careful that what you post isn’t against the terms and conditions of the site or app. Also, try to avoid spamming content, starting fights with and trolling other users, or posting things that might be considered inappropriate.

A shadowban can be frustrating, especially if you don’t feel like you deserve one. Maybe you don’t agree with the social media algorithm about what is or isn’t inappropriate, or maybe you think you were having a constructive debate while the algorithm thinks you were being a troll.

However, hopefully the tips in this guide can help you avoid being shadowbanned in the future, so your content can get better engagement.

What other ways can help people know if they’ve been shadowbanned? Let us know in the comments.

The post How to Tell if You’re Shadowbanned on Social Media appeared first on Neil Patel.

km-import

5 Free Brand Logo Tools For Your Company

If you want your business to succeed, you’ll need to pay close attention to your brand strategy. And that strategy starts with a free brand logo.

A strong brand creates instant recognition in the marketplace, especially amongst your customers.

It also builds loyalty and shows you share your customer’s values. Do this right, and both your customers and your competitors will always remember you.

If you’re yet to define and build your brand, this guide can show you where to start.

One of the best ways to leave a positive and lasting (visual) imprint of your brand is to create a unique brand logo.

Getting your brand logo professionally designed can be expensive.

Look at 99Designs research. They found that a professionally-designed logo can cost you anywhere from $400 up to $2500+, with the quality varying depending on the actual cost.

how much does a brand logo cost?

That sounds pricey, right?

You could take it upon yourself to design your logo from scratch by investing time in learning graphic design.

I could even show you where to find some free fonts you could use.

Or, I could show you how to design a free brand logo for your company with minimal effort on your part.

You see, gone are the days when your only option was to get a graphic designer to create your logo. They usually came with a hefty price tag.

Now, you can use online resources to design and create your very own brand logo for free.

And you can literally do it within a few minutes.

Some of these companies will even allow you to download your logo without having to invest any money.

In this article, I’ll walk you through five ways to create a free brand logo for your company in just minutes.

1. Free Logo Design

Free Logo Design is a free brand logo creator that allows you to create a brand logo of your own and incorporate it into your business.

You can do this in a few simple steps:

  • Select an existing logo template.
  • Use the editor to move and scale your text or image.
  • Download your logo.
  • Display your logo everywhere.

First of all, you’ll need to go to the homepage and enter your company name, as shown.

free brand logo

You should notice right off the bat that Free Logo Design gives you several design options as you type.

These images are too generic. You’ll want to be more specific.

So, pick a category from the drop-down menu and click “Start.”

For the “new” Kissmetrics brand logo, I’ll pick “Business & Consulting.”

Once you’ve clicked “Get Started,” it will bring you to the design page where a pop-up platform will display auto-generated logo templates from existing images.

You’ll see some containing your company’s name.

In the “Business & Consulting” category, the software generated 90 designs, with a maximum of 15 per page.

For the next step, go through all of the designs and find a logo that you think will:

  • Visually look good
  • Define your brand
  • Be remembered by your customers
  • Fit your brand strategy

Once satisfied with your decision, select the desired logo, and click “Add.”

logo selection on free logo design

From there, it will take you to the logo editor, where you may notice that the text and graphics are overlapping or jumbled up.

Each part of the graphic is an individual element, but the text is grouped as one.

kissmetrics design a free logo example

This is your default logo.

You could leave it as it is, but, quite frankly, it won’t look great.

In this case, I’d like to move the text under the graphic and center it.

Select the text and drag it into position.

creating a free brand logo

Once the text is aligned and looks pleasing to the eye, I’ll select all elements and move back to the center of the screen.

To do so, click and drag the cursor over the elements you want to move.

free brand logo example

This creates a selection box of all elements that you can move (or rotate if required). A properties box that shows each element individually will also appear.

kissmetrics free brand logo design example

If you need to edit these elements, you can do so under the “Actions” toolbar.

An element’s colors can be edited, moved, flipped, and rotated.

You can also edit the color, alignment/curve, and font style of the text if you’re not quite happy with it.

free brand logo design

Or you can add an extra logo, icon, shape, or more text from the options on the right.

Add an extra element or edit logo color if required.

add elements to free brand logo design

Sometimes you can get stuck tweaking your design, potentially for hours.

For the “new” Kissmetrics brand logo, the goal is to create a completed logo design in only a few minutes.

And that’s all that’s needed. I’m happy with the design.

Now, with the design complete, it’s time to download your new brand logo. You can easily do this by clicking “Save” at the top-right corner of the screen.

Free Logo Design will then prepare your logo for download. Once ready, it will give you the following options:

download free brand logo

Click “Download” and enter your name and email address.

The finished logo will now be sent to you, free of charge.

Although the free PNG file is of a low-resolution, it’s ideal for website use and email signatures.

Even the high-resolution download is reasonably priced. Currently, at $39, this includes a PDF, EPS, and vector SVG file.

This is a steal compared to the prices I mentioned earlier for a professional design, and it’s very cost-effective for a bootstrapping business startup.

Whether you’re a bootstrapping startup or not, realizing your brand’s importance can play a major role in your business’s success.

By equipping your company with a new brand logo, you’ll be one step closer to achieving this success.

2. Logomakr

Another free resource with a hands-on approach is Logomakr.

With Logomakr, you can instantly make a brand logo for your company.

Most of these free online logo makers use similar concepts when designing and editing. They use existing templates on a user-friendly design platform.

To create your design with Logomakr:

Go to their homepage, and it will greet you with an instructional video. This will quickly run through the simple process of using their platform to design a logo.

logomakr-start-logo

It also presents you with the following design advice to consider:

  1. Make your logo clean and simple.
  2. Make sure your logo is 100% original.
  3. Make sure you’re able to copyright your own logo.
  4. Make sure the logo fits the style of your industry.
  5. Make sure your final logo images are in vector format.

With your concept in mind, you’ll need to pick a graphic for your logo.

Next, search the million or more graphics in Logomakr’s database by using the search bar at the top left of your screen.

For my design, I’ll search “kiss.”

enter search word for graphic logomakr

The database should then give hundreds of free-use images to choose from (for that particular search word).

Scroll through the results and select the image you’d like to use.

free brand logo icon selection

You’ll then return to the editing page, where you’ve multiple options to edit your design.

You can add text, shapes, paint, scale, move, or change your graphic color.

free brand logo select color

For this example, I’ll scale up the graphic to be larger. That way, it’ll stand out more.

resize free brand logo

Next, you’ll need to add your company name. Using the “add text” function, I’ll add “kissmetrics.”

Once you’ve added the text, you’ll notice two drop-down menus at the top of the screen.

One is for the font category, and the other is for the font style.

choose font free brand logo

Select the font style or category that you think will have the best visual impact on your design.

font selection archivo black free logo design

You can play around with the text and the scales of the elements (text, image, or shapes) so they sit proportionate to each other.

Once you’re satisfied, consider the colors you’ll use in the final design and how that ties in with your branding strategy’s overall color scheme.

At Kissmetrics, I’m partial to the color blue.

You can change the color in three steps:

  1. Select the elements you wish to change.
  2. Click on “Change Color” in the tools section.
  3. Pick the color you want in the top-right corner.
change color in free brand logo

Once done, you’re ready to save and download a copy. Do this by clicking on “Save Logo” at the top right corner of your screen.

save free brand logo

This will then bring you to your final set of options, depending on the logo’s use.

To opt for the free version, you’ll need to download and give credit to Logomakr.

free brand logo maker

For this design, I’ll click on “Download And Agree To Give Credit.”

Again, to download a higher-res image than the one provided for free, you’ll need to pay a premium. In this case, it’s $19.

With the high-res image, you’ll be able to use it on banners, company clothing, and for printing purposes.

If you’ve followed the simple steps above, you should now have a free brand logo that you can use as many times as you like.

You can do all of that in under 5 minutes, too.

3. Canva

Next on the list of software that offers free downloads is Canva.

If you’re not familiar with Canva, it’s simple design software that is quite popular with graphic designers and bloggers to create high-quality images like infographics and featured images.

Its popularity is due to its simplistic drag-and-drop design tools and a huge collection of photos, graphics, and fonts.

With the easy-to-use platform, you can create your brand logo in five easy steps:

create logo in five steps in canva

Go to Canva’s Online Logo Maker and create an account.

Once you’re done, click on the “Start Designing A Custom Logo.”

free brand logo canva example

The first thing you’ll want to do is select “Elements” from the toolbar and decide on a category. For this design, I’ll use an image from “Icons.”

canva create a free brand logo

A library of multiple icons will then appear. Scroll through them until you find an image you can use. Then, select it.

Some elements have the word “free” beside them. These are free-use graphics that you can use in your logo design.

use canva to create a free brand logo

Now that you have the main graphic for your logo, select the element, and change the color.

Remember: always keep your branding theme in mind. So, once again, I’ll use blue.

changing color in canva free brand logo

Next, you’ll want to add your company name by selecting the “Text” tool from the toolbar. Similar to “Elements,” you have a library of templates to choose from.

Scroll through to find a text that will fit your brand, keeping in mind the “free-use” templates.

Find your favorite and click on it. I’ll use “Blue Wood.”

blue wood canva

You’ll notice that the text will center on top of the logo element. Click on it and drag it to where you want it.

click and drag to move free logo

Move both text and element so that they align with the center of the design template.

Once satisfied, it’s time to edit the text.

Click on and select the small text above “Blue Wood.” Delete this text.

select and delete canva blue wood free logo

Click on and select the text “Blue Wood” and replace it with your company name, “kissmetrics.”

Next, edit the text’s color and size by selecting the text and using the text toolbar at the top of your screen.

You also have the option to change the font style using the drop-down menu.

free brand logo creator canva change elements

Your logo should now be ready to download. Click the “Download” button at the top right of the screen.

You’ll be given different file types to select for download.

The file types available are JPG, PNG, PDF standard, and PDF print. For the Kissmetrics logo, I’ll choose PDF standard.

download logo file type free logo

Once downloaded, you’ll be able to view your new brand logo in a PDF reader.

Canva doesn’t yet support exporting logos in a vector format.

For higher-res graphics, you should make your logo as large as possible and download the PDF print version.

Don’t worry; with a PNG file, you’ll be able to add your logo to your website.

Another quick, simple, and free way to create a brand logo for your company.

4. GraphicSprings

GraphicSprings is software that allows you to use their platform to design and create a logo for free.

To begin your design, go to their logo design page and enter your company name.

graphicspring enter your business name free brand logo

Next, add an image from the database by selecting “Choose Your Graphic” from the side toolbar, left of the screen.

A sub-search bar will pop-up under your last selection, with a list of categories underneath.

free brand logo creator grahic springs example

If you know the graphic you’d like to add, enter it into the search bar.

GraphicSprings have included an “Internet” category, which is quite fitting, so I’ll use that.

Click the category you want, and a database containing stock images or graphics will appear.

(Just like the previous software).

Can you spot a common theme yet?

This simple concept works across each platform, eliminating the need to “reinvent the wheel.”

Search through the results, and once you see an image that you’d like to use, select it.

free logo selectoin on graphic spring

After choosing a graphic, the software will create your design and take you to the editing page. Once you’re there, it will prompt you to select the elements for editing.

select elements for free brand logo

Click on the text to edit it. It will allow you to change the font style, size, and format. You can also add some cool effects like stroke, shadow, or glow.

For simplicity, I’ll leave it as it is.

editing tools free brand logo

The options for editing are also basic. You have the ability to change the color and add some effects.

Canva will break the graphic into different elements (similar to Free Logo Design), so you can edit each piece individually.

I’ll stick with the color theme of blue, but I’ll keep the two-tone effect.

Next, select each element and change the colors accordingly.

add affect free logo creation

Once the editing is complete and you’re satisfied with the design, click “Download Your Logo” at the bottom right of the editing page.

click to download free brand logo graphicspring

It will take you to the payment page, where you can buy the high-resolution image for as low as $19.99.

To access the vector files with the ability to edit after you purchase it, you’ll need to pay for the standard package, which costs $39.99.

With this option, you’ll have the ability to make aftermarket changes to your logo whenever you please.

5. Designimo

Designimo also requires payment once the design is complete, but you can use the design tools for free to create the graphic for your logo.

They previously offered a low-res free download, but they now produce high-res images only.

Designimo is similar to Free Logo Design and GraphicSprings in that you enter the name of your company into the search bar and select a category that fits your needs.

It’ll then auto-generate multiple graphics using a huge database of existing designs.

Again, the level of editing is basic, but the results are solid.

It also follows the simple process that Free Logo Design uses:

  • Select
  • Edit
  • Download
  • Display

For a quick video tutorial to help you use the platform, check out how it works here.

To ensure your design goes as smoothly as possible, I’ll walk you through the process below.

First, go to the homepage, add your company name, and click “Create Logo Now.”

design IMO free brand logo designer

Then, select a category from the drop-down menu, ranging from “Alphabetic Text” to “Travel & Hotel.”

For this example, I will use the category “Alphabetic Text.”

free brand logo select category

Designimo will provide you with numerous individual designs under each category.

While the other categories use existing graphics made up of symbols, the “Alphabetic Text” generates logos in the shape of the letter selected (hence the name).

It also files them alphabetically.

For the Kissmetrics logo, I’ll select the letter “K,” and go through the results. Each letter has multiple pages of designs, so navigate through them.

desigIMO pick letter free brand logo

Once you’ve found the one you’d like to proceed with, select the graphic.

letter free brand logo example

You’ll then land on the editing page, equipped with basic design and editing tools. Using the tools available, you can:

  • Increase/decrease element size
  • Rotate graphics left/right
  • Flip vertical/horizontal
  • Change text size and font style to suit
  • Apply opacity to an element (i.e., make see-through)
  • Easily move elements by clicking and dragging
DIY free brand logo

For this alphabetical logo, I’ll be a little creative and use the symbol shaped as “K” and use it to start the company name, “Kissmetrics.”

By deleting the “k” from the text, I now have a completely different and unique looking logo.

free brand logo unique example

Edit the text size or font style, if required.

The default font is OK, so I’ll leave it as it is.

Next, change the colors to match your theme.

select element and change color in logo creation
download free brand example

If you’re happy with the design, your new brand logo should now be ready to download. Click on “Download Now” or “Save For Future” (if you’d like to come back and work on it).

First, you’ll need to register your details and sign up for an account to download your image.

You’ll then be brought to an order confirmation page, to confirm and proceed to checkout.

Pay and download.

The cost for a high-res image, including PNG, JPG, and EPS Vector files, is $29.95.

Although not free, the brand logo you can create and download using this software is a high-quality graphic at a relatively low price.

Conclusion

When it comes to starting a new business, the tasks on your to-do list, along with the costs of setting everything up, can be overwhelming.

But creating a brand logo for your company doesn’t have to be.

Branding should be the core of your company’s marketing strategy.

Your brand should tell a story, and part of that story is your logo.

Being an expert in graphic design or outsourcing to a professional was once the norm (and it still is for many brands).

But now, the Internet is full of innovative people with new ideas and free software that can help new businesses reduce their startup costs.

With user-friendly tools, it’s possible to create a free brand logo for your company in minutes.

These platforms also help prevent you from being paralyzed by options.

Previously, you may have been up all night studying “how-to-design” videos on YouTube.

Now you don’t have to.

These platforms do most of the designing for you and, and they’ll even give you some quick tutorials. All you have to bring to the table is a good idea and an eye for a visually-pleasing design.

With your brand’s color and theme in mind, pick the software that is easiest for you and get started designing a free brand logo today.

In terms of user-friendliness, design results, or cost, which free brand logo software would you recommend?

The post 5 Free Brand Logo Tools For Your Company appeared first on Neil Patel.

km-import

How to Use Quizzes in Your Marketing Strategy

Using quizzes in your marketing strategy is one of the most underrated marketing moves.

Seriously. 

They are incredibly effective at generation leads, engaging your audience, and much more.

But, it isn’t enough for me to just convince you to implement quizzes in your marketing strategy, so I’m going to show you exactly how to create an effective quiz, how to distribute it, and how to follow it up with marketing automation.

At the end, we’ll cover several brands successfully using quizzes in their marketing strategy so you can walk away with a little more insight.

Part I: Creating Your Quiz

There’s more to a quiz than you might actually think. Did you know that six out of ten people only read a headline? That means we’re going to have to make a pretty good first impression, so let’s talk about the title first.

Title Selection & Quiz Types

The very first step to creating a quiz would be coming up with the title for it. Once you’ve got that down, you’re going to want to figure out what type of quiz you want to make.

Here are a few of the most common quiz titles;

  • The “Actually” Title: Believe it or not, adding the word “actually” can turn a simple question into a challenge. Compare “How much do you know about the Golden State Warriors” against “How much do you actually know about the Golden State Warriors” and you’ll see what we mean. No one likes to back down from a challenge, right?
  • “The Which (Blank) Are You?” Title: This one’s a classic. Due to our innate inquisitive nature, sometimes we just have to know which Marvel superhero we are before we die. It’s just one of those things we have to cross off our bucket list.
  • The “Celebrity Personality” Title: This is your typical personality quiz with the substitution of celebrities to give it that added pizazz. Because of the use of celebrities, they’re more likely to get someone’s attention sheerly through being starstruck.
which-wrestling-team-mate-are-you-quiz

Choosing The Quiz Type

The quiz titles above will give you a few ideas of quiz types, but here’s a few more to consider:

  • The Personality Quiz – We like to hear good things about ourselves, so because of the “self-serving bias,” personality quizzes work so well. This type of quiz categorizes people into personalities that compliment them based on their answers. If you’re a brand that focuses on product sales, you could use a personality quiz to place individuals into categories with personalized product recommendations based on the answers they gave.
  • The Knowledge Test: The knowledge test simply challenges anyone’s knowledge on a given subject. You could ask your audience how much they know about your brand, the products it offers, or any of today’s trending topics.

Crafting Quiz Questions

Now that you’ve got a general idea of what kind of quiz you want to create along with a title to go with it, it’s time to bring it to life by filling it up with questions!

Here are some things to keep in mind when formulating your questions:

  • Infuse Personality into Your Quiz: Breathe some life into your quiz by injecting your personality into it. Approach your audience as if you were talking to them in person. Make your audience feel comfortable so that they’ll be more likely to opt-in later.
  • Use Images for Your Questions: There’s nothing wrong with having text-only questions, but don’t be afraid to use images either. Using pictures keeps things interesting and relevant, it also makes your quiz feel more like a trivia game.
  • Keep It Short: People don’t have the longest attention spans, so keep things simple and sweet. Aim between 6 to 10 questions for your quiz, in general, this will only take your audience about two to three minutes to complete.

Designing A Lead Capture: Do’s and Don’t’s

After coming up with the questions for your quiz, it’s time to create a lead capture form. The purpose of lead capture is to gather contact information so that you can grow an email list.

You can then follow these leads up through marketing automation, which we’ll get into later. For now, here are some helpful do’s and don’t’s you should follow when creating your lead capture:

Do: Incentivize Your Lead Capture Form

Give your audience a reason to provide you with their contact information. Offer incentives like a free eBook or an entry to a free giveaway. Standard incentives include infrequent updates about your brand or a weekly newsletter. Find what works best to encourage your audience to join your mailing list.

Don’t: Ask For Information You Won’t Use

What’s the point in asking your audience for their phone number if you aren’t going to call them? Make sure you only ask for information that your brand will use; the most basic being a first and last name, and an email address.

Otherwise, you risk annoying your audience and having them bounce from your quiz.

Do: Be Honest About Your Marketing Strategy

It won’t always be clear to your audience that after you get their contact information, you’ll be contacting them. It’s a good rule of thumb to let your audience know that you’ll be getting in touch with them soon, so don’t be all hush-hush about your marketing strategy.

Be honest with your audience. Give them a quick heads up about what’s to come, like this:

confirm-email-to-discover-style-personality-quiz

Creating Shareable Results

Now onto the results! This is the moment your audience has been waiting for. You want to make sure your results are something they’re going to like and share with others, so creating share-worthy results will be your priority.

Here are a couple of pointers that will help you create results worth sharing:

  • Be Honest and Positive: Positive emotions are more likely to promote sharing, so create results that compliment your audience into sharing what they got. At the same time, be honest with your results. Don’t tell your audience that they’re something they aren’t.
  • Use Share-Worthy Images: Just like how we used images for your questions, we’re going to want to make sure we use images for your results. This time around, you want to use some pretty interesting pictures; ones that are worth sharing. This is what’s going to attract attention when people share their results on social media.
  • Create A Call-To-Action: Don’t let your interaction with the audience end at the results. Provide a call-to-action for your audience. It can be something as simple as a link to your website, or maybe even personalized links to product recommendations.
tony-ramos-wreslter-quiz-result

Part II: Distributing Your Quiz

Now it’s time to put your quiz through the ultimate test by promoting it on social media. Your major outlets for social networks would be Facebook and Twitter, but if you wanted to take it a bit further, you can also use paid advertising on Facebook to give your quiz that extra boost.

Share Your Quiz on Facebook and Twitter

When sharing your quiz on Facebook or Twitter, be sure you check off each of these to get the most out of promoting your quiz:

  • Be sure to use an attractive image to represent your quiz.
  • Make sure you have a captivating headline for your quiz.
  • Share both the image and the caption with a shortened link to track results.
red-lobster-quiz-facebook-ad

Don’t Be Afraid to Use Paid Advertising on Facebook

The process of promoting your quiz through Facebook via paid advertising can be a fairly lengthy operation, so to save you guys some time, we’ve truncated the whole process into a more time-friendly summary.

  • Selecting Your Target Audience: You have your choices of selecting a target audience by location, demographics, behaviors, and connections. You can even break these categories down even further. Let’s take location for example. We can narrow down the location to country, state/province, city, and zip code. Why would we want to do this? Maybe your brand wants to target an audience within its immediate vicinity. We don’t know. It’s up to you how you want to set the parameters for your target audience. So give it a try.
  • Creating A Custom Audience: Creating a custom audience consists of working with a list you’ve uploaded ahead of time. Facebook then generates an audience based on that list of previous customers you’ve already worked with.

Part III: Marketing Automation Follow-Ups

Here’s the fun part: following up on the leads you’ve collected. With the help of marketing automation, this may not take as much effort on your end as you might’ve thought.

We’re going to follow-up on your leads the very moment people opt-in, and in the course of two weeks, we’re going to show you how to nurture these leads until you can finally convert them into paying customers.

Here’s a four-step sequence that your marketing automation email follow-ups should live and die by:

Thank Your Audience for Taking Your Quiz First

Immediately after someone opts-in, send him or her an email that telling them “Thank you for taking our quiz!” This will remind your audience that they’ve opted-in, and it’ll also help assert your brand. It’ll give people a head’s up that you’ll be getting in touch with them soon.

Encourage Your Audience to Retake Your Quiz

After a couple of days, we’re going to pick up where your audience left off: their quiz results. Inform your audience about the other results they could have gotten. This may prompt your audience to retake your quiz, and maybe to even share their new results.

This is the perfect transition from your “thank you” email to sending out different content.

Build Trust with Case Studies or Testimonials

After a week, now would be a good time to build trust between you and your leads. Introduce testimonials or customer case studies to familiarize your audience with your brand and what other people think about it. This not only makes your brand look good, but it also lets your audience get more comfortable with who your brand is and what it stands for.

Convert Your Leads into Paying Customers

After two weeks, it’s time to convert those leads. Your audience should be familiar with your brand by now. Use incentives, like a webinar signup or coupons and discounts to encourage your leads to buy into your brand.

The rest is up to you and your expertise in converting leads into customers. These marketing automation follow-ups did most of the work for you, so it’s your turn to close the deal.

Part IV: Examples of Quiz-Use in Every Industry

It’s time to take a quick look at several examples of brands from different industries and how they implemented quizzes in their marketing strategy. Seeing these examples should give you a solid foundation when it comes to considering the use of quizzes in your own marketing strategy.

Retail: Z Gallerie

Z Gallerie is known for its commitment to providing furnishings, art, and accessories to both professional and amateur interior designers alike. They created the quiz “What is your Z Gallerie Style Personality?” to provide a personalized experience for every potential and current customer.

zgallerie-style-personality-quiz

Z Gallerie used a personality quiz as a way of bringing results that offered personalized product recommendations as a part of their marketing strategy. This method brought in a massive amount of leads per day which they followed-up with marketing automation.

It allowed Z Gallerie to continually recommend products tailored specifically to each person based on their individual quiz results. Now that’s online shopping done right.

Software: Cloud Sherpas

Cloud Sherpas specialized in cloud advisory and technology services for the world’s leading brands. (They’ve since been acquired by Accenture.)

Cloud Sherpas used their quiz to gauge each individual’s level of maturity, which helped determine the more qualified leads for their marketing strategy. They also promoted their blog on Facebook with the quiz attached.

cloud sherpa marketing quizzes example

Cloud Sherpas’ quiz brings in 3-4 qualified leads a day. Nothing like quality over quantity, am I right?

Marketing: The Foundation

The Foundation focuses on building businesses with entrepreneurs through the idea of building backward. It’s an incredibly interesting concept, and with it, they created the quiz “Do You Have An Entrepreneurial Mind?” based on an existing eBook they had which covered the basic types of business owners.

The Foundation used a quiz in its marketing strategy by pairing it with a Facebook ad campaign. This combination was able to cut their cost per lead from $6.00 to $3.80, and collected over 16,000 leads and millions in revenue. That’s quite the turnout if you ask us.

question-about-your-type-email

Nonprofit: Pin Cancer

Pin Cancer’s call-to-action is the rallying of the US wrestling community to fight against, you guessed it: cancer. Their noble efforts have prompted the aid of their quiz “Which USA World Team Member Are You?” as a means of driving social traffic and raising awareness on cancer.

On a site that normally sees 200 visits per day, Pin Cancer had the best day ever when their quiz went up, driving social traffic up to 6,000 in a single day and bringing in 3,800 new email subscribers. Talk about turning the tables on cancer!

Conclusion

Who knew implementing quizzes into your online marketing strategy could be so effective? We’ve just covered a lot of material, but hopefully, you got a lot out of it.

Just to recap, we went over the entire quiz creation process, so you should be familiar with how to create your own quiz by now. Distributing your quiz will really put it to the test, but as soon as you generate those leads, you know exactly how to nurture them until conversion.

Don’t let quizzes fly under your radar any longer; try using them in your marketing strategy to see just how far your brand can get.

Have you used quizzes in your marketing strategy? What were the results? 

The post How to Use Quizzes in Your Marketing Strategy appeared first on Neil Patel.

km-import

7 Marketing Lessons from Eye-Tracking Studies

With the ability to take a lot of guesswork out of conversion rate optimization, eye-tracking software and heat maps can reveal some startling insights into increasing conversions (and avoiding sales killers) that can benefit every business.

Here are 7 important eye-tracking studies that give a sneak peek into common browsing patterns and elements of human behavior that all marketers need to know.

1. Eye Tracking Shows We Must Avoid “Dead Weight” Visuals

You don’t have to be an expert in UX (user experience) to understand the importance of Fitts’s law.

While seemingly complicated at first glance, one of the fundamental lessons Fitts’s law communicates is that object “weight” (in the visual hierarchy) is a big determinant in what attracts eyes and mouse clicks.

Consider this recent case study from TechWyse that examined the homepage of a truck service with a heat map:

tow truck case study 7 Marketing Lessons from Eye-Tracking Studies
eyes all over the place | 7 Marketing Lessons from Eye-Tracking Studies

As you can see from the first test, the non-clickable “NO FEES” button was hogging a lot of attention, but it is not a call-to-action and its information isn’t the most important on the page.

That’s no good.

Also, it is right next to one of the most important CTAs on the page (the phone number) and it stands out so much that it actually is drawing people away from other more important elements.

Take a look at the changes they made to alleviate this problem.

tow truck case study improvement | 7 Marketing Lessons from Eye-Tracking Studies
tower | 7 Marketing Lessons from Eye-Tracking Studies

Much better!

The “Call Now” button clearly is getting a lot of attention over every other section on the page, which is great because it is how customers get started contacting the business!

Lesson learned: When you are assembling a persuasive landing page, be sure the elements that “pop” are the ones that matter, and that you aren’t giving too much weight to visuals that don’t encourage customers to take action.

2. Eye Tracking Shows The Effect of Video on Search Results

Most marketers have seen those SERP (search engine results page) heat maps that show the top 3 rankings hogging all of the action… But what role do visual elements play in holding visitor attention?

In an interesting heat map study published on Moz, videos were shown to be particularly powerful in capturing eyeballs through eye tracking, even when they weren’t the #1 result.

As you can see below, both direct video results (such as a hosted YouTube video) and embedded video results (videos embedded on a webpage) commanded more attention than a regular search listing, especially if they were near the top of the results.

direct video | 7 Marketing Lessons from Eye-Tracking Studies

Why video?

Video is usually is interpreted as a product video. However, instead of assuming, test to see if it impacts your search traffic for top keywords.

Lesson learned: If you want to stand out at the top of some competitive search results, you may want to test an embedded video rather than authorship for product pages.

3. The Power of Directional Cues’ Eye Tracking

Using visual cues to guide visitors to key areas of your site is nothing new, but just how effective is it?

According to studies such as the aptly named Eye Gaze Cannot be Ignored, it is incredibly effective. Human beings have a natural tendency to follow the gaze of others, and we have been coached since birth to follow arrows directing us to where we should be looking and going.

Consider the following eye tracking heat map example that included a page with a baby and a compelling headline for taking care of the baby’s skin.

baby face website study | 7 Marketing Lessons from Eye-Tracking Studies

It’s obvious that the baby’s face is drawing a lot of attention. (As a matter of fact, faces of babies and pretty women draw the longest gazes from all visitors.)

Unfortunately, from a marketing standpoint, this is a problem because the copy isn’t commanding enough attention.

Now look at the browsing patterns when an image of the baby facing the text was used.

baby face eye tracking | 7 Marketing Lessons from Eye-Tracking Studies

As you can see from the eye tracking heat map, users focused on the baby’s face again (from the side) and directly followed the baby’s line of sight to the headline and opening copy. Even the area of text that the baby’s chin was pointing to was read more!

Lesson learned: Visuals are an important part of a site’s overall design, but most pages can be optimized by including images that serve as visual cues for where visitors should look next.

4. Eye Tracking Studies Show The F-Pattern Works Across the Board

According to this study from the Nielsen Group, all across articles, e-commerce sites, and search engine results, people almost always browse in an F-shaped pattern that heavily favors the left side of the screen.

F pattern website reading | 7 Marketing Lessons from Eye-Tracking Studies

This coincides with additional research that shows people tend to view the left side of the screen overall far more than the right.

pixels from left edge | 7 Marketing Lessons from Eye-Tracking Studies

It is important to note all of these studies were conducted with English speaking (and reading) participants. The opposite was true for those users whose languages read from right to left.

Is it any wonder that some of the most tested websites in the world (like Amazon) have placed a clear priority on the left sides of their homepages?

amazon on the left | 7 Marketing Lessons from Eye-Tracking Studies

Lesson learned: Web users tend to browse sites based on their reading habits. For English speaking people (and languages with similar reading patterns), the left side of the screen is heavily favored, and all sites tend to be browsed in an F-pattern.

5. Eye Tracking Shows “The Fold” isn’t That Important

Relying on the screen above “the fold” to do all of the heavy lifting is one of the biggest usability mistakes you can make. The idea that it is the only place web users will browse is a complete myth.

Multiple tests (including this one and this other one) have shown that users have no problem scrolling down below the fold. Surprisingly, they will browse even further down if the length of the page is longer.

1the fold isnt that important | 7 Marketing Lessons from Eye-Tracking Studies

KISSmetrics conducted an interesting A/B test on his homepage and found that a page with 1,292 words beat a page with 488 words by 7.6%. And it didn’t end there. The leads from the long-form version of the page were higher in quality than the leads from the variation.

Another great test from the folks at ContentVerve showed that moving the call-to-action far below the fold actually boosted conversions by 304 percent.

moving call to action | 7 Marketing Lessons from Eye-Tracking Studies

Lesson learned: Although it’s dependent on the page you are testing, you shouldn’t be afraid of placing important elements below the fold (and testing them there), because it gives people time to read your copy before they take action.

6. Eye Tracking Proves That Newsletters Should Be Short and Sweet

Who’d have thought that eye tracking and email marketing could be best of friends?

According to this eye tracking study conducted by the Nielsen Group, people scan emails very quickly, and the only areas they give any appreciable amount of time to at all are the initial copy and headlines.

keep newsletters short | 7 Marketing Lessons from Eye-Tracking Studies

From the study:

Users are extremely fast at both processing their inboxes and reading newsletters. The average time allocated to a newsletter after opening it was only 51 seconds.

This means that you need to get to the point in your emails in under a minute. The message should be as compelling as that of an online article, but you don’t have as much time to capture attention as you might in an article.

This coincides with a study from MarketingSherpa that shows people prefer short, clear, and un-creative headlines for their emails. (Creative headlines can seem mysterious, and mystery in an inbox may equal spam.)

Truly a situation where the KISS principle applies!

Lesson learned: Once you’ve earned the right to appear in a prospect’s inbox, be sure to keep that privilege by crafting emails that are clear and get to the point quickly. You don’t have as much time to broadcast your message as you would in an online article.

7. Eye Tracking Proves The Power of Pre-Sale Prices

If you’ve ever seen this video by Dan Ariely, you know that sometimes seemingly “useless” price points actually are quite important for increasing conversions.

One common pricing element that fits the bill here is the “pre-sale” price. It isn’t literally used by customers because they don’t pay that price… But is it still “used” to evaluate the new price?

In an effort to answer this question, Robert Stevens of THiNK Eye Tracking conducted a test that examined how people look at prices and products on shelves.

price products on shelves | 7 Marketing Lessons from Eye-Tracking Studies

In the initial test, results weren’t too surprising. Most people spent time looking at prices and product packaging.

But if the pre-sale price was included, would people look at it?

pre sale price included | 7 Marketing Lessons from Eye-Tracking Studies

They did!

Better yet, Stevens also tested perception of the sale price to see if viewing the pre-sale price played a role.

These were his findings:

After consumers selected the smoothie of their choice, I asked them if their purchase was a good value for the money on a 7 point “like” scale (with 1 being very good value for the money and 7 being not very good value for the money).

Consumers who saw only the promotional item gave a mean score of 2.4. Consumers who saw the promotional item next to a full-price premium offer gave it 1.7, even though they purchased the same item!

Basically, humans are pretty bad at evaluating price without contextual clues (as argued by Ariely in this TED talk). We find it much easier to make decisions when we have something to base them on.

That’s why people often view a sale price as a better value when they can see what they really are saving. Without that contextual clue, the sale price is hard to evaluate because they don’t know what the product usually sells for.

Lesson learned: Sometimes “useless” prices like pre-sale prices can be used by customers to evaluate the value of a potential purchase.

About the Author: Gregory Ciotti is the marketing strategist for Help Scout, a Zendesk alternative made for small businesses that want help desk software with a personal touch. Get more data-driven content from Greg by downloading his free guide on converting more customers (with psychology).

The post 7 Marketing Lessons from Eye-Tracking Studies appeared first on Neil Patel.

Translate »