When done right, marketing can be about more than return on investment or brand metrics. 

It can inspire audiences, tell meaningful stories, and share valuable information with the world.

When we talk about “marketing that moves,” global brands like Nike or Dove easily come to mind. Y’know, the big-scale campaigns that go viral, make you cry with their upbeat messages of hope and wonder, and are forwarded to you by your Aunt Annette 10 years after the fact? 

For small and midsize businesses (SMBs), marketing campaigns may be smaller—c’mon, who has the budget to advertise in the Superbowl?!— but there’s no reason they can’t pack the same punch. 

Great marketing campaigns stand out when brave marketers take chances and play by their own rules to get ahead in the game. And that’s exactly what the team at allWomen do. Unafraid to stay true to their mission, they boldly test and re-examine go-to tactics to create a truly unique marketing experience. 

Simply put, they bring Nike’s iconic slogan to life: They just do it.

Meet allWomen—a Small Team with a Big Mission 

What’s in a mission statement? For many companies, it’s a drawn-out declaration painted in bold colors in their foyer. For Barcelona-based allWomen—an academy that upskills women in the workforce to take on and excel in tech positions—it’s something that fuels everything they do, from operations to marketing. It’s not lengthy or overly complicated. It’s simple and gets straight to the point:

Laura Fernandez Gimenez, CEO, and co-founder, allWomen

We aim to close the gender gap in tech, as well as empower women in any field or life aspect within our community. — Laura Fernandez Gimenez, CEO, and co-founder, allWomen

With a goal like that, it’s pretty easy to root for allWomen—what kind of troll is against empowerment, right? But a great story doesn’t mean success is easy for the team.

Looking at the Landscape

Currently, only about 25% of tech jobs are held by women worldwide. Sounds like a big opportunity for talent-starved companies to recruit, right? Wrong. When it comes to increasing the number of women in tech roles, it’s a slow-burning candle. For example, female software engineers have increased by only 2% in the last *21 years*. And it’s not for lack of trying. It’s reported that 66% of women who enter tech fields find no clear career path going forward and often leave the industry entirely. With issues like pay gaps, gender discrimination and bias, and workplace harassment rife in the tech industries, it’s a tough sell. 

Then we’re not even mentioning an increasingly competitive continuing education industry—an added challenge since allWomen only speaks to about half of potential students as their competitors do. (They only speak to women, not all people—duh.)

These obstacles only make allWomen’s results even more impressive. In just three years since opening its doors, the small startup has grown to 11 employees, 20 instructors, 280 graduates (with that number growing as we speak), and thousands of community members who join in their webinar series and networking events—with a global expansion currently in the works. 

Most importantly, 80% of students have been hired in their target positions. That’s in roles across data science, product management, web development, UX/UI design, and UX writing. Talk about a mission that’s more than just bold words on the walls! 

So, what’s the allWomen secret? How’d they grow from a small startup to a budding global player?

It All Starts with Community 

Before launching allWomen, CEO and co-founder Laura Fernandez Gimenez found herself living and breathing in Barcelona’s budding startup and tech network. Coming from a media background, she discovered a passion for building collaborative communities by joining a startup incubator, Makers of Barcelona—and eventually also running the organization. 

Entrenched in the startup, tech, and education sectors, Laura saw the gender gaps within the tech and startup industries, and the idea for allWomen came to life. 

“I always knew what the main ingredients were going to be from the start: education, community, feminism, and tech,” Laura explains.

This notion of “community” is a golden thread that runs through the organization. To promote networking, women holding leadership positions in leading tech companies run courses as well as open-invite webinars that explore topics from feminism to salary negotiation. 

Community is also a key feature in their marketing lead gen efforts. Chief Marketing Officer Patricia Fernández Carrelo explains this is one of the big reasons why they don’t prioritize Google Ads or even SEO. “If you look at the strategies of other competitors, the tactics they are following and the campaigns they are creating are kind of the same, all of them,” Patricia explains.

Patricia Fernández Carrelo, CMO, allWomen

We’re different because we’re not just an academy. If you’re just looking for a boot camp to improve your data science or UX skills, there are many players out there that offer just that. It’s very important for us that when someone finds us, they can feel other women have been there, and they will understand them, from the teachers to the alumna. And that’s something you just can’t put on a Google Ad. — Patricia Fernández Carrelo, CMO, allWomen

Instead, the team gives most of their PPC budget to Facebook, Instagram, and LinkedIn, where they have more space to develop their message and speak with their audience rather than at them. “Community building works much better for us than just typical marketing acquisition strategies. And that’s why it defines our marketing strategy,” Patricia adds.

How’s that for courageous marketing by daring to be different, hey?

Small businesses like allWomen need to be creative to get a competitive edge against big players in their industries. allWomen does that by being courageous in their marketing and not being afraid to test trusted tactics. But testing takes time, and often small teams don’t have that kind of capacity. That’s where conversion intelligence steps in to help you stand out of the crowd. It’s about using the power of artificial intelligence to get more out of your marketing, with less effort.

Powering Up with Design

It’s also interesting to see how “community” shapes the allWomen sales funnel. “We have this marketing funnel, and when we contact or have contact with women, we have a high conversion rate,” Patricia says, “because once someone talks to our admissions department, they generally convert.” 

A trick to ensure prospects move forward through the funnel to meet with the admissions team is to design a targeted and relevant digital experience. “We’ve always tried to make design and usability allies of allWomen,” she adds.

Patricia Fernández Carrelo, CMO, allWomen

Image is important for our community and us. We work with a designer to create a specific brand and look that appeals to our audience. This is also something we have been, and are continually developing. We get a lot of comments from our audience about the design. — Patricia Fernández Carrelo, CMO, allWomen

What does this look like in practice? Let’s start with allWomen’s landing pages.

Click on the image to see the full landing page.

Direct and to the point, right? It’s no accident. Patricia explains: “We always work to deliver all of the relevant information about our courses in the best way possible in terms of copy and content design.” 

This means testing different elements on course landing pages to see which ones perform best. For example, they create variants that include more or less information about the courses to see what leads more to users downloading the syllabus. They also try different angles of their value proposition by experimenting with messages—from the skills you’ll learn to career moves made possible by allWomen courses.

See how allWomen experiments with their landing page variants?
Patricia Fernández Carrelo, CMO, allWomen

We’re really focused on what messages resonate with our audience at every moment, as this is the most important part of building a strong community of like-minded women and is aligned with our mission of creating tech courses for and by women. — Patricia Fernández Carrelo, CMO, allWomen

And that strategy works. allWomen’s landing page conversion rates sit between 16% and 52%. For the education sector, the median conversion rate is a meager 5.8%.

Knockin’ it out of the park. Boom.

Unleashing the power of design … to increase conversions?! What magic is this? Actually, the science checks out on this one. Here’s how you, too, can create a landing page without a designer that not only looks good—but converts better too.

Experimenting Without Fear

A key differentiator in allWomen’s marketing strategy is an experimentation mindset—and not being afraid to re-examine trends that have been proven to work for other companies.

Google Ads not doing the trick? No problem!

Patricia Fernández Carrelo, CMO, allWomen

Our goal with allWomen has always been to generate a community of engaged and diverse women, working to overcome their fears and upskill their professional profile with technological knowledge. To do this, we’ve used different, appealing channels available today to attract them. — Patricia Fernández Carrelo, CMO, allWomen

This can be a scary tactic, for sure. Ultimately it’s about focusing their efforts on channels that best connect with their target audience. Instead of having their already small team trying to do everything, they focus on what works. 

This doesn’t mean the team at allWomen only saddles up one proverbial pony, however, as they are constantly experimenting with new and different tactics. 

You can’t get comfortable in one place. Because technology and digital is a super fast-moving environment, and what works for you today might not always be the best choice,” says Cristina Monclus, digital marketing specialist at allWomen.

This includes bringing artificial intelligence into their marketing game. Using Smart Traffic, allWomen adds a second layer of relevance to campaigns, with the tool diverting traffic to the variant that’s most likely to convert. And to Patricia and the team, the proof is in the pudding. “We actually see an increase in conversion rate, which is really exciting,” she says.

Patricia Fernández Carrelo, CMO, allWomen

We love to explore new channels, tools, features, and tactics. It’s part of our mindset. AI can provide a lot of new insights for us to create new ways to reach our potential audience and students. We are super excited about the present and the future we are moving to with AI. — Patricia Fernández Carrelo, CMO, allWomen

Optimizing with AI—isn’t that like really hard? Actually, no. You don’t need a data scientist or software engineer on your team to get more conversions with the power of AI. Here’s how to get started.

How to Embrace allWomen’s “Just Do It” Mentality

What works for allWomen isn’t going to work for everyone. But that’s precisely the point. What makes their strategy so much fun—and successful—is the courage to test, try, and learn.

Patricia Fernández Carrelo, CMO, allWomen

There are so many tactics and so many channels you could use, especially as a startup. But it’s all about finding what best supports your mission. We love to use tech to get to know our community and our audience better and, with that information, make a bigger impact on women who could potentially be really interested in our courses and services … For us, the future is intelligent, the future is bright, and the future is female. — Patricia Fernández Carrelo, CMO, allWomen

What does *your* future look like? Go make it happen.

Best Email Hosting Providers

POSTED BY October 31, 2021

Want to jump straight to the answer? The best email hosting provider for most SMBs is DreamHost.

When running a small or medium-sized business, having a branded email address is a big help. Customers are sure to take the SMB more seriously with a branded email using the SMB’s domain name versus a generic Gmail account. 

Email hosting providers give SMBs the ability to receive multiple high-end email features with strong security options too. With so many email hosting providers available, we’ve put together a list of the seven best options, depending on the needs of the SMB.

The Top 7 Best Email Hosting Providers

  1. DreamHost — Best All-Around Email Hosting Provider
  2. Hostinger — Best Budget-Friendly Provider
  3. Intermedia — Best for Email Security
  4. Scala Hosting — Best for Significant Storage
  5. Google Workspace — Best for Google-Centric Users
  6. Microsoft 365 Business Standard — Best for Microsoft-Centric Users
  7. Amazon WorkMail — Best for AWS-Centric Users

#1 – DreamHost — Best All-Around Email Hosting Provider

  • Versatile and affordable
  • Strong security features
  • Extremely easy to use
  • Multiple services available

Try it today

We like DreamHost as the best all-around email hosting provider because of its ease of use and versatility. It delivers everything the SMB could need in an email host for a low price. This is a fast and inexpensive option for obtaining a professional email address, especially for a small organization.

DreamHost delivers stronger security features than expected, especially considering the low price it offers. It carries a highly effective defense against spam, viruses, malware, and phishing attacks.

Users receive a strong mobile app with DreamHost, simplifying the process of working away from the office. All messages sync automatically between the web browser version and the mobile version.

DreamHost unfortunately does not offer customer support by phone. It does have live chat and email support, though.

When your organization needs more than email hosting services, DreamHost also has services like website creation and hosting, domain name acquisition, WordPress hosting, and many others. The basic email plans start at $1.67 per month per mailbox.

#2 – Hostinger — Best Budget-Friendly Provider

  • Affordable email provider
  • Easy email list migration included
  • Includes email aliases
  • Website and WordPress hosting available

Try for 30 days risk-free

Hostinger has one of the least expensive email hosting options anywhere, as its Business tier starts at $0.99 per month per mailbox. It has plenty of strong features for that price, including support for multiple devices, 10 GB of storage, and 50 email aliases per account.

Even the more expensive Enterprise tier is extremely affordable at $2.49 per month per mailbox. It offers 30 GB of email storage per account. Both tiers have a browser version, as well as apps that will work with either iOS or Android devices. 

The Hostinger email hosting service runs on Titan client software, which includes apps for managing contacts and a calendar. For those SMBs that need to migrate email information from another client into Hostinger, this is an easy process.

Should an SMB need more than email hosting, Hostinger has website hosting and WordPress hosting too. In fact, the most basic website hosting tier in Hostinger will include an email address based on the SMB’s domain, which can save money.

Hostinger offers a 30-day money-back guarantee. 

#3 – Intermedia — Best for Email Security

  • Automated security updates and tools
  • Unlimited storage
  • Offers calendar software
  • 24/7 telephone support

Try it today

The Intermedia Hosted Exchange Email service is a great choice for those needing high-end features in a provider. It’s built over the top of the Microsoft Exchange business email service. 

Security is a key component of Intermedia. Some of the benefits found with this service include:

  • Multiple backup options
  • Anti-spam tools 
  • Anti-malware tools 
  • Simple data recovery plans
  • Regular patches and security updates implemented automatically

For those working in a highly regulated environment, high-security email is a necessity. Intermedia can provide this service for its customers.

End users can access their email messages through a web browser or through an app on mobile devices. As end users make changes on one device, the changes will sync to all devices simultaneously.

Those using Intermedia will have unlimited email storage, ensuring end users and SMBs never have to worry about how they use the email client. 

With an Intermedia account, end users will have access to calendar and contact management software. It’s easy to integrate the calendar with the email client to organize a meeting, for example.

It is a bit more expensive than some other email hosting solutions on our list, as it starts at $7.49 per month per mailbox. However, it has quite a few more features than some of the lower-priced models too. For example, customers have the option of around-the-clock telephone support here, which is not a common option.

#4 – Scala Hosting — Best for Significant Storage

  • Easy access to 150MB+ of storage
  • Multiple pricing options
  • Built-in security functions
  • Unlimited email boxes

Try for 30 days risk-free

Scala Hosting has a wide range of different price points and features available that allow SMBs to create the perfect email hosting service for their needs. 

For organizations that need large amounts of storage paired with the email client, Scala Hosting delivers. Its Medium tier offers 150 GB of storage, while the Corporate tier allows the end user to select any amount of storage.

Organizations can select among four different tiers, ranging from 10 email boxes per account to an unlimited number of email boxes, which are available in the Corporate tier. 

The majority of users will select the Corporate tier, which includes significant protection against spam. It also includes a free domain name. End users will receive their own dedicated email server with Scala Hosting in this tier, creating a higher level of security for the business’ emails.

The Corporate tier starts at $9.95 per month. SMBs will pay quite a bit more, however, unless they’re willing to commit to a three-year contract. Scala Hosting does allow SMBs to adjust their account settings each month, ensuring they only pay for the services they’re actually using.

#5 – Google Workspace — Best for Google-Centric Users

  • Integrates with Google apps
  • Advanced security controls
  • Very easy to use
  • Multiple price points

Get started for $6

With a Google Workspace account, businesses gain email hosting services, along with all of the other Google services they’re already using. For those SMBs that rely on Google apps regularly, adding email hosting through Workspace makes a lot of sense.

Through Workspace email hosting, organizations are able to gain a customized and secure business email address that runs in the Gmail client. However, the business email address includes the business’ domain name, rather than using gmail.com as the domain.

Unlike with a personal Gmail account, customers using the Workspace hosted email service do not see ads within the Gmail client.

It offers advanced security controls that protect the data the business is sending and receiving. Workspace also protects against spam messages and phishing attacks in Gmail. Google claims that it can stop at least 99.9% of these issues. Teams using Workspace to host their business Gmail account can activate two-factor authentication, providing an extra layer of security.

Workspace offers business email hosting in all of its pricing tiers. The Business Starter tier starts at $6 per user per month, and it has 30 GB of cloud storage available per user. End users will need to share this storage amount across all of the Google Workspace apps they’re using.

#6 – Microsoft 365 Business Standard — Best for Microsoft-Centric Users

  • Made for Microsoft users
  • Works easily with Outlook
  • 1TB cloud storage included
  • Sorts emails automatically

Try for 30 days free

Those who rely on Microsoft Office 365, Microsoft Outlook, and other Microsoft apps will have good luck with this Microsoft email hosting service for business. With the subscription to this Business Standard tier, users will gain access to the hosted email solution, along with all of the Office productivity tools.

Subscribers will receive email hosting with custom email addresses based on the SMB’s domain name. In the Business Standard tier, users will have up to 50 GB of email storage per account, as well as 1 TB of cloud storage on Microsoft OneDrive.

Each license includes support for multiple devices, including smartphones and tablets. Team members can make use of the Outlook email client with Business Standard.

For especially busy organizations, this Microsoft email provider attempts to sort messages based on importance. It uses an algorithm that can help with limiting the sheer volume of messages the user must look at every day.

Users will play a starting price of $12.50 per month per user for everything in the Business Standard tier. A 30-day free trial period is available.

#7 – Amazon WorkMail — Best for AWS-Centric Users

  • Perfect for AWS users
  • Made for larger SMBs
  • Robust security protections
  • Includes 50 GB storage

Try for 30 days free

For an SMB that is making use of AWS (Amazon Web Services), adding the Amazon WorkMail email hosting service is a natural progression. WorkMail integrates closely with other AWS services that the business may already be using, making it highly efficient.

With WorkMail, organizations can count on the security of their email messages and data. It encrypts all data at rest and in transit. It provides protection against malware, viruses, and spam.

The service works well on mobile devices, as well as through a web browser.

Businesses that have an extremely busy email environment with dozens of employees likely can successfully make use of WorkMail. It does require some knowledge and experience with AWS to achieve the best results. Small businesses that only need a few email addresses may find WorkMail (and AWS) require too much work to set up and use for their needs.

WorkMail starts at a price of $4 per month per user. Each email box receives 50 GB of data storage, which is impressive. A 30-day free trial period is available.

How to Find the Best Email Hosting Providers for You

Here are some of the criteria we used to determine the providers included in our list. Focusing on these areas can help small or medium-sized businesses find just the right hosting provider for their needs.


Employees who work away from the office may frequently track their email messages on a smartphone. Any email hosting provider should have a strong app that simplifies accessing messages on a small smartphone screen.

Although mobile users could access their email through a web browser on a smartphone, this doesn’t always yield the best results. Some email clients running through a browser on a smartphone are tough to read or navigate. For the best results, look for an email hosting provider that offers an app. 

The majority of providers that create apps will have both iOS and Android versions available. 


For SMBs that frequently send sensitive files over email, the security features a provider offers are important to consider. Some of the security options that the best email hosting providers will have include:

  • Spam filters
  • Data protection
  • Encryption
  • Scanning for viruses
  • Scanning for malware
  • Alerts about potentially dangerous messages
  • Two-factor authentication for account holders
  • Phishing protection

Pay attention to the security features the provider offers, as well as to any guarantees it provides regarding security. 

Understand that many data breaches and security issues occur because of errors on the part of end users in the SMB. However, when the email hosting provider has a strong set of security features available, this can reduce the severity of potential end user errors.


The majority of the best email providers will have clear policies in place regarding how they will handle the SMB’s data. Most of them will include a policy that states the provider will not sell the organization’s usage data statistics to third parties.

However, some providers do monitor and track the way the SMB uses its email. This could lead to targeted advertising and marketing. These are issues the business may not want to have to deal with regularly.

It’s far better to stick with an email hosting provider that guarantees the privacy of client business data.


The majority of email hosting services are extremely easy to set up and use. This is important for an SMB that needs to be sending and receiving emails as quickly as possible.

However, for those times where the business needs customer support, email hosting providers offer a wide range of options. Most providers will offer around-the-clock support through live chat or email. Depending on the service tier an SMB is using, it’s possible to have phone support available too.

Along these same lines, email hosting providers need to offer nearly perfect uptime to their clients. No business wants to discover its employees cannot send and receive emails, even for a few minutes during the business day, because of a failure on the provider’s end. The majority of providers will guarantee at least 99.9% uptime.


Some SMBs need to have cloud storage space available that’s tied to the email software. End users can take advantage of storage that comes with the email account to archive messages, for example.

An average user will need 1 GB or 2 GB of data storage space with the email provider. Those who are heavy email users and who archive huge numbers of messages may need 10 GB or more to do the job.


We chose DreamHost as our favorite email hosting provider. It will deliver a nice set of features for a variety of SMBs.

However, we recognize DreamHost won’t be perfect for every organization. For those who need some specific features, we have several other recommendations. Those who need extra security can count on Intermedia. Scala Hosting provides huge amounts of storage for the busiest environments, while Hostinger is better for small organizations on a budget.

And of course, for those businesses that rely on Microsoft, Google, or AWS for their other services, each of those companies has a great email hosting service. 

We may loathe seeing several dozen new emails on Monday morning, but we all know the importance of email to any business. The email hosting providers on our list will make it easier to manage daily email needs and to do so securely.

2021 October 15 CMI / MarketingProfs Chart

2021 October 15 CMI / MarketingProfs Chart

New Research: 86% Of B2B Software Buyers Rely On Third-Party Reviews When Making A Purchase Decision
55 percent of B2B buyers have said that their technology spending will rise during 2022, while some 86 percent of buyers look to online peer-review sites before making purchase decisions — two of several statistics of interest to digital marketers contained in recently-released survey data. Demand Gen Report

The future of events: B2B marketers weigh in-person vs. virtual attendance
73 percent of B2B marketers who are primarily focusing on physical events also plan to still attend virtual ones, with some 55 percent noting that in-person events will play a large role in their strategy, according to newly-released report data. SmartBrief

Oracle and Microsoft Introduce Enhanced AI Capabilities for Customer Data Platforms
New personalization and data gathering technology that come in the form of digital streaming are part of the latest addition from Oracle’s CX Unity customer data platform (CDP), while Microsoft’s Dynamics 365 Customer Insights platform is slated to gain new insights from a combination of client website, mobile app, and other data, the firms recently announced . Chief Marketer

Twitter to sell mobile ad unit MoPub for $1 bln
Twitter will sell its MoPub mobile advertising company, which it acquired in 2013 for some $350 million, to AppLovin Corp for more than $1 billion, as Twitter places greater emphasis on new products aimed at doubling its revenue by 2023, the firm recently announced. Reuters

YouTube Tests New ‘Engagement Graph’ Insights on Videos, Adds New Member Acknowledgement Feature
Google’s YouTube video platform is set to give live streamers an array of new tools for recognizing long-standing channel subscribers, along with additional options for viewing user engagement data and more, in its latest update, YouTube recently announced. Social Media Today

Global marketers are making headway with improving diversity in campaigns
Some 63 percent of global marketers have said that advertising campaigns featuring diverse people played a significant role in content decisions, with 34 percent having noted that an accurate representation of the world we live in was the most important objective for marketing campaign content — two of several statistics of interest to online marketers contained in recently-released survey data. The Drum

2021 October 15 Statistics Image

Twitter debuts new ad features, revamped algorithm ahead of ecommerce push
Twitter has launched a variety of new advertising options for digital marketers, including slide-show ads capable of linking to multiple destination landing pages or websites, along with updating how it matches relevant ads with users of the social platform, Twitter recently announced. Reuters

Snap Has More Advertisers On The Platform Than Ever Before
Snapchat has launched new features targeted at brands and advertisers utilizing the platform, along with a new augmented reality (AR) partnership, both part of Snap’s focus on attracting additional new advertising to the social destination. B&T

Instagram Adds Reels Ads into its Marketing API
Facebook-owned Instagram has launched features that will ease the process brands go through to incorporate advertising within its Reels short-form vertical video format, with the roll-out of a new Instagram Marketing API, the firm recently announced. Social Media Today

B2B Content Marketing Insights for 2022: More Budget, More Work, More Empathy [Research]
69 percent of B2B content marketers said that they view video as a top area of 2022 investment, while some 77 percent said that their B2B content marketing strategy was different now compared to how it was prior to the pandemic — two of numerous statistics of interest to B2B marketers contained in newly-released study data. Content Marketing Institute


2021 October 15 Marketoonist Comic Image

A lighthearted look at the “we value your privacy” by Marketoonist Tom Fishburne — Marketoonist

Earth’s Unicorn Population Is Exploding — Wired


  • Lane R. Ellis — 10 Tips for Stretching Your Budget When Growing a Small Business — Small Business Trends
  • TopRank Marketing — Leading Influencer Marketing Agencies for 2021 (Updated) — Influencer Marketing Hub
  • Boomi — Boomi Positioned as a Leader in the 2021 Gartner Magic Quadrant for Enterprise iPaaS for the Eighth Year — Boomi (client)

Have you found your own favorite B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Tech Spending Rises, Twitter’s New Ad Features, Marketers See Diversity Progress, & New B2B Content Marketing Study appeared first on B2B Marketing Blog – TopRank®.

How to Translate Foot Traffic to Digital Sales

As an entrepreneur, the move towards e-commerce and digital transformation shouldn’t pass you by. The good news is that as a brick-and-mortar business owner, you can promote your website to the foot traffic in and around your store to aid your online visibility and increase digital sales.

Perhaps your biggest advantage is you don’t need to spend quite so long building the relationships that turn people into buyers: you’ve already done that. 

Shoppers coming into your store know you, trust you, and are more likely to purchase from you. Also, the surrounding foot traffic is at least familiar with your business, even if they haven’t bought anything from you yet.

Now comes the question: How do you turn your foot traffic into more digital sales

Whether your website is fresh up or you’ve been running your website for some time, the techniques featured in this article are open to everyone.

First, let’s look at the two main different types of retail traffic along with their advantages and disadvantages.

Foot Traffic Vs. Online Traffic: What Are the Pros and Cons

When we talk about foot traffic, we mean the number of people coming into your store and those who walk nearby. It has always been an important measure of retail success, and naturally, the more foot traffic an area has, the more chances there are to make sales.

Each type of traffic has its pros and cons. 

With regular foot traffic, the advantages are it:

  • allows businesses to see and interact with customers personally
  • can generate word-of-mouth advertising and, in turn, repeat customers through recommendations
  • enables face-to-face sales, which many consumers are more comfortable with
  • allows customers to ask questions directly and get immediate answers

However, there are also disadvantages to foot traffic. The most significant disadvantage is the decline. According to RetailNext, recent Black Friday figures were down 48 percent, and this is a trend that’s likely to continue as more consumers turn to e-commerce.

There are other disadvantages too, such as:

  • It’s weather dependent. Fewer shoppers are out about when the weather’s bad or the heat’s too intense.
  • There are declining brick-and-mortar sales

Consumers who use e-commerce benefit from the convenience and special offers available online. However, the growth in online sales is good for website owners too. 

The main advantages of online traffic include:

  • There’s a constant flow of visitors to your store anytime, even when you’re sleeping.
  • It provides targeted reach.
  • There are little to no geographical limitations.
  • Tracking allows you to spot patterns and refine your marketing strategy.

Disadvantages of online traffic include:

  • It takes time to get established online.
  • There is over-reliance on technology.
  • Changing algorithms mean you can lose your position in search engines.
  • It costs money to keep getting fresh visitors to your store.

8 Ways to Convert Foot Traffic Into Digital Sales

No store owner can afford to ignore the potential of digital sales. E-commerce has dominated the retail sector for years now, and that’s not going to change, according to forecasts.

According to statistics, e-commerce sales are likely to reach 563.4 billion dollars by 2025, and your online business can benefit from this surge.

Foot traffic Statista forecast chart

1. Advertise Your Online Presence

You’ve got customers coming into your store every day. Make sure they know about your website and social media presence by advertising your digital channels around the store. 

Don’t go too crazy, though. 

There’s no need for giant banners with “find us online @” written on them. Instead, be a little more discreet. For instance, you could:

  • Add your website URL and social media pages to receipts.
  • Include business cards with a discount code when packing bags. 
  • Put your online details on any packaging.
  • Include small plaques on shelving around the store with your online information.
  • Advertise details on any outside signage and in your windows for passing foot traffic to see.

Also, if you have any special internet offers, promote them through in-store advertising and handing out promotional materials. Add an incentive to spur interest.

2. Advertise Online-Only Sales

Many people have two things in common: they love a bargain and have a fear of missing out (FOMO). According to the stats:

  • Sixty-nine percent of millennials have FOMO.
  • Wealthier households are more likely to experience FOMO.
  • Social media is a major contributor.

FOMO is a proven psychological tactic for driving sales. That’s why offering online-only items or special discounts can be an effective profit booster for your business, especially when you include a time limit on the offers.

E-commerce companies like Sleeknote use this approach, creating a sense of urgency to get consumers to sign up.

drive foot traffic sleek note

Another benefit of this approach is that buyers are only too keen to tell their friends and families about the great deal they got. This could mean even more visitors to your digital platforms.

When doing this kind of promotion, be sure to spread the word among your offline customers with leaflets or small cards and a promotion code so you can track your campaign’s success.

3. Offer Free Shipping Discount Codes

One deal-breaker for consumers is shipping costs. Eighty-two percent of shoppers hate them and prefer free shipping overpaid expedited options.

To overcome this obstacle, why not offer a free shipping discount code?

Once customers get to your website, sign up and register, it’s easier to engage them and build relationships by sending targeted offers. They also get to realize the benefits of online shopping.

If it makes sense, you could also offer free shipping on orders of a minimum value for future orders to further engage and encourage your customers to purchase.

4. Offer Incentives for Connecting on Social Media

Sometimes customers just need a nudge. They might have meant to check out your business on social media but just haven’t got around to it yet.

What can you do to get buyers to visit your social media platforms? You create incentives. They can be in the form of coupons, freebies, contests, and prizes.

You could also offer points or a percentage off if your customer shares your social media pages with others or gets a friend to sign up to your digital channels. 

5. Highlight Exclusive Online-Only Products

Let’s go back to FOMO just for a moment. 

Arguably, FOMO has done a lot to keep the retail industry alive, especially on major shopping occasions, like Black Friday.

costco foot traffic example

E-commerce store owners often use FOMO to secure more sales, and there are multiple other ways you can use it in your marketing campaigns.

By offering exclusive online-only products, you’re giving shoppers the reason they need to head to your website and sign up.

However, FOMO has a downside, too. 

It can lead to impulsive buying by consumers. That’s not what you or your business needs: you want customers that keep coming back for more. 

Also, it could be damaging to the overall customer experience, so use this strategy with care.

6. Cross-promote With Other Store Owners

If another local store has a product that complements yours, then you may find cross-promoting each other’s products/services is mutually beneficial.

For example, an organic store selling nutritious foods and natural skincare products could pair with a local beauty salon or a gym.      

You promote their online offerings and digital platforms in your store, and they do the same in their premises. 

Perhaps take this a step further and collaborate with other local store owners to create a co-branded coupon with local businesses’ online details.

This approach can reach a broader scope of foot traffic, potentially leading to more visitors to your website and increased digital sales.

7. Use In-store Events

In-store promotions have been around for years, and they’re a staple of retail marketing. The goal of in-store promotion is to:

  • increase customer traffic 
  • improve brand awareness
  • create awareness for new products
  • get people talking

By creating a buzz, an in-store promotion attracts foot traffic from regular customers and possibly from passersby. 

These events give consumers the chance to visit a store, check out products, and get to know you. They also give you the opportunity to promote your online channels and give out promotional materials directing people to your website. 

Additionally, in-store promotions help with word of mouth, build customer loyalty, and you also have some flexibility regarding the style of the event.

Depending on what you want to achieve, your promotion could be:

  • educational
  • luxurious
  • experimental 
  • holiday-themed

Alternatively, you could take the Ikea approach and create a bring a friend event. Ikea asked people to “like” their Facebook page if they wanted to access the special offers only available to attendees who brought a friend along.

You can use such events to promote your store in other ways too. For example, you could invite visitors to take pictures or videos and share them on your digital channels to promote your brand further online.

8. Hand Out Flyers

Go wider and make the most of the foot traffic outside of your door. Flyers are one of the oldest forms of advertising, and they still work.

Hand out flyers to passersby highlighting your special deals and internet-only products to passersby. However, be sure to check if it’s permissible locally before you do.

You can then use this as an opportunity to introduce yourself to potential customers and tell them about your business and the advantages of buying from you online.

You can also:

  • pin flyers to local community boards
  • advertise in your store windows 
  • keep a pile of flyers on your counter for shoppers to take
  • include flyers in your customer’s grocery bags

Finally, offer discounts to anyone that signs up and include a code for people to use so you can track success.

Frequently Asked Questions About Foot Traffic

How can I use my website for more foot traffic?

You can use your website to attract extra foot traffic for a further business boost. Consider inviting people to buy online and pick up in-store, providing in-store redeemable coupons, and offering in-store exchanges and returns.

What’s the best way to track the success of my campaigns?

You can add codes to any flyers, cards, or other promotional materials that you put out or ask customers how they found you when they registered online.

How can I improve my foot traffic offline?

By using signage, introducing a loyalty program, marketing, and social media. However, remember that these tactics take time, so they may not increase your foot traffic immediately.

How does foot traffic increase sales?

The more foot traffic you have, the greater the opportunity for engagement and sales, helping boost your revenues.

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You can use your website to attract extra foot traffic for a further business boost. Consider inviting people to buy online and pick up in-store, providing in-store redeemable coupons, and offering in-store exchanges and returns.

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The more foot traffic you have, the greater the opportunity for engagement and sales, helping boost your revenues.


Foot Traffic Conclusion

As a store owner, you’re in the unique position to start sending customers directly to your website to increase your digital sales.

You don’t need to rely on them finding you by chance, and you don’t have to take so much time building trust because these buyers already know you.

That gives you a perfect chance to start actively promoting your website to the foot traffic in and around your store.

There are plenty of strategies you can use to do this. For example, offering incentives to get consumers to sign up to your social channels, holding in-store promotions to highlight online-only products and give demonstrations, and advertising your store on your packaging materials and receipts.

Are you a store owner? How do you get your foot traffic to find you online?

B2B marketing conference attendees and speakers on stage image.

B2B marketing conference attendees and speakers on stage image.

What are some of the top autumn B2B search marketing conferences that will take place in virtual, in-person, and hybrid fashion?

As we close in on 2022, more physical marketing events are taking place than were available last year, while others either offer a hybrid online option or are still digital-only experiences.

To help you sort out the many B2B marketing conference options available this fall, we’ve compiled our latest list of the top B2B marketing events to elevate and inform your business strategy, with a special focus on events in the search marketing and SEO space, while still including several general B2B marketing events that feature search industry elements.

Marketing conferences offer a true wealth of benefits to marketers seeking the latest learning, new networking opportunities, and the latest industry research and insight to increase brand awareness, but sometimes finding events that match your business and B2B search marketing needs can be challenging.

In just the last decade the number of conferences has risen drastically, making it harder than ever to hone in on the ones that can best help build your business, boost your networking opportunities, and offer the most relevant new industry education from top speakers, especially in world of B2B search marketing.

For this autumn we’ve gathered together events that place an emphasis on B2B search marketing in all its facets, and are happy to present them here, in chronological order. All events are virtual except where noted.

[bctt tweet=”“We’re all the same size rectangle on the Zoom screen.” — Vanessa Colella of @Citi” username=”toprank”]

Kick back and dig in to our collection of the top B2B search marketing and other B2B-related conferences and events taking place as we head towards 2022.

Autumn B2B Search Marketing Conferences to Inform & Elevate Your Strategy

Advertising Week New York — #AWNewYork
When: October 18-21, 2021
Where: New York City and virtual
Theme: Marketing & Sales
About: For 2021 a hybrid Advertising Week New York event will serve as a worldwide gathering of marketing, advertising, technology and brand professionals, offering major speakers including Amazon vice president of global brand and marketing Claudine Cheever, IBM Watson Advertising head of product marketing Lauren Lee and others. Kate Stanford, Google vice president for Ads Marketing will explore delivering empathy at scale and more, and is just one of six presenters from Google taking part in the event.

The Influencer Marketing Show — #IMSLONDON21
When: October 21, 2021
Where: London, UK. and virtual
Theme: Influencer Marketing
About: An in-person event in London, The Influencer Marketing Show offers brands, agencies, content creators and technology platforms a full day on influencer marketing education and strategy, with top speakers including Becky Owen, head of branded content – Creative Shop at Facebook, Madeline Orme, influencer strategist at Edelman, and others.


State of Search Conference — #StateOfSearch2021
When: November 1, 2021
Theme: Search Marketing
About: The one-day virtual State of Search Conference is set to explore search marketing, pay-per-click (PPC), and other search elements of digital marketing, featuring a variety of top industry speakers.

AI Summit Silicon Valley — #AISummit
When: November 2-4, 2021
Where: Santa Clara, CA.
Theme: Artificial Intelligence (AI)
About: Expected to take place in-personal, the 2021 version of AI Summit Silicon Valley presents all things artificial intelligence for business marketers, and includes leading speakers from AT&T, Xerox, HPE, IBM Services, Microsoft, Google and more, providing looks at modernizing the search stack using AI and other topics.

B2B Marketing virtual ABM Conference — #B2BMarketingABM
When: November 2-4, 2021
Where: London, UK and virtual
Theme: Account-Based Marketing (ABM) in B2B Marketing
About: The hybrid 2021 B2B Marketing ABM Conference is aimed at a deep-dive into the world of ABM for B2B marketers, with four content streams and three days of learning on-tap, and speakers from firms such as Autodesk, Dow Jones, Ericsson, and Panasonic, including sessions exploring intent data and more.

SEMrush Webinar — #SEMrush
When: November 4, 2021
Theme: Purpose-Driven Content & SEO
About: SEMrush’s November 4 webinar will examine the purpose-driven side of content and search optimization, with an eye towards driving organic search traffic and conversions, presented by Dale Bertrand, president at Fire&Spark.

Pubcon — #Pubcon
Where: Las Vegas, NV.
When: November 5, 2021
Theme: Search & Social
About: Now in its 21st year, Pubcon explores all aspects of search and social marketing, with this year’s old-school style single-day Pubcon Las Vegas offering a special focus on recent seismic changes in search engine marketing and optimization, with Pubcon’s famous industry networking opportunities.

SMX Next— #SMX
When: November 9-10, 2021
Theme: Search Engine Marketing
About: SMX Next explores actionable tactics to overcome today’s many search marketing obstacles, with session tracks dedicated to pay-per-click (PPC), SEO, link-building, and more, delivered by speakers including Microsoft senior director of product marketing Katy Hunter and Barry Schwartz, SEO editor at Search Engine Land.

DECEMBER / TBD / On-Demand / 2022

AdExchanger Industry Preview — #IP2021
When: On-Demand
Theme: MarTech
About: For 2021 AdExchanger’s Industry Preview is in podcast form, an annual global forum for marketing technology from AI to search and more, focused on what to expect in MarTech this year, with featured speakers from Axios, IBM, Amazon and others.

SMX Build— #SMX
When: December 14, 2021
Theme: Search Engine Marketing
About: SMX Build explores technical aspects of search optimization and SEO-friendly coding, with session tracks dedicated to discussion and live-coding examples, delivered by speakers to be announced.

The ABM Innovation Summit — #ABMSummit
When: TBD, 2021
Theme: Account-Based Marketing (ABM)
About: The ABM Innovation Summit explores account-based marketing’s role in B2B marketing and sales, with an eye towards the future. Last year’s event featured top speakers from firms including SAP, Salesforce, and Uberflip.

B2B Marketing Expo — #B2BMarketingExpoUSA
When: April 6-7, 2022
Where: Los Angeles, CA.
Theme: B2B Marketing
About: One of Europe’s top marketing events will bring its B2B Marketing Expo to California in 2022, expected to offer over 200 sessions, industry awards, and keynotes from top speakers from the American Marketing Association, EMRG, and others, including sessions dedicated to demystifying SEO and more.

Social Media Marketing World — #SMMW22
When: March 14-16, 2022
Where: San Diego, CA.
Theme: Social Media
About: Social Media Marketing World postponed its 2021 event and will hold an in-person conference in March, 2022, with a deep-dive into social media marketing focusing on new ideas and quality networking opportunities, including top presenters.

SearchLove 2021 — #SearchLove
When: March 24-25, 2022
Where: San Diego, CA. and virtual
Theme: Search Marketing
About: SearchLove provides a multi-day event focusing on search marketing for in-house and agency search engine optimizers, business owners, marketing managers and more, featuring top speakers including SparkToro’s Rand Fishkin, Moz’ Britney Muller, and The Nature Conservancy’s Lindsay Mineo.

DigiMarCon Midwest — #DigiMarCon
When: June 9-10, 2022
Where: Chicago, IL. and virtual
Theme: Marketing & Sales
About: Now pushed out to 2022, the in-person or online DigiMarCon Midwest digital marketing conference offers up emerging strategies on paid search, search engine optimization (SEO), visual and voice search, plus the latest innovative technologies and best practices to move your business to the next level, featuring top speakers to be announced.

Email Innovations Summit — #EISConf
When: June 21-22, 2022
Where: Las Vegas, NV. and virtual
Theme: Email Marketing
About: As its name implies, the Email Innovations Summit focuses on the email aspects of marketing, discussing the cutting edge of email marketing trends and featuring top speakers from leading firms to be announced.

MozCon — #MozCon
When: July 11-13, 2022
Where: Seattle, WA. and virtual
Theme: SEO and Search Marketing
About: MozCon will take place in Seattle over three days in July in 2022, exploring the latest search, SEO, conversion marketing, and local search marketing trends, featuring top speakers from leading firms to be announced.

When: TBD, 2022
Theme: Marketing & Sales
About: INBOUND 2022 will present some of the biggest names and brightest minds in sales and marketing and other industries, and offers speakers from firms including Intuit, HubSpot and others. Past sessions have focused on SEO strategies derived from product design methodology and more.

B2B Sales and Marketing Exchange — #B2BSMX
When: TBD, 2022
Theme: Marketing & Sales
About: B2B Sales and Marketing Exchange brings together thought leaders in ABM, revenue marketing and demand generation, including an array of top speakers.

Get Search Marketing Events On Your Radar


We hope you’ve found several new and helpful virtual, in-person, and hybrid B2B search marketing events to put on your radar and attend this autumn, and that the networking and industry learning you’ll experience from either these conferences or the many others available will help you reach newfound levels of B2B marketing success in 2022 and well beyond.

Crafting award-winning B2B marketing takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Talk with us about how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers appeared first on B2B Marketing Blog – TopRank®.

How to Drive Traffic with YouTube Live

POSTED BY October 30, 2021

How to Drive Traffic with Youtube Live

As a marketer, you know how valuable audience connection is.

When you truly connect, you build trust and increase the likelihood of repeat purchases and interaction.

These days, there are more and more ways for marketers to reach their target audiences. From TikTok to in-feed Instagram ads, marketers are encountering never-before-seen amounts of opportunity for connection.

One of these opportunities is live functionality. Available on a slew of platforms, including Twitch, Instagram, Facebook, and TikTok, this feature allows users to live-stream to their followers.

Given that we know how successful video is as a content form, savvy marketers are making livestreams work for their campaigns. 

While the platforms mentioned above are pretty commonly used for live video, YouTube also shares this live-stream capability.

The video streaming giant offers streamers a unique platform to share information and grow brand awareness.

If you’re looking for new ways to connect with your target audience, read on to learn if YouTube Live is the right platform for you.

What Is YouTube Live and What Are the Benefits?

Much like many other live-streaming services, YouTube Live is YouTube’s livestream arm of its platform. Through this tool, you can reach your audience in real-time, allowing real-time connection.

Users seeking live content navigate to the Live section of the YouTube homepage to find your stream through search. Users can also discover your live stream if they’ve interacted with your account in the past, with your video manifesting on their individual homepage.

The benefits of YouTube Live are truly endless. Big brands like Bon Appetit have taken advantage of the platform, as have many smaller, non-franchised organizations.

six screens YouTube Live Bon Appetit test kitchen

Some of the key benefits include:

Connection With Your Audience

This is a big one. The reason all-live everything is so successful is that it enables face-to-face connection through a screen. By enabling the chat function, you can connect directly with your audience, answering questions, and building relationships and goodwill.

Brand Establishment

Seventy percent of viewers bought from a brand after seeing it on YouTube. When you go live on the platform, you’re not extending brand exposure, you’re establishing your brand as an accessible entity with a notable, reachable figure hosting live events.

Cost-Effective Production

You can use YouTube Live for the cost of an account, which is free.

Given that your video doesn’t require any pre- or post-production, you also save on hefty fees often associated with video creation.

Collaboration With Other YouTubers

While this function is often overlooked, YouTube Live was the first of the live streaming social platforms to enable collaboration.

Through this function, you can cross-promote with another local business or team up to do a giveaway. This capability also allows you to host guests, giving you the opportunity to widen your audience reach by promoting an out-of-house individual’s presence.

How to Use YouTube Live

With more than two billion active users worldwide, YouTube should be a go-to destination for marketers.

If you’ve never planned around live marketing, the thought of executing a YouTube Live strategy can be, well, intimidating.

However, it doesn’t have to be.

YouTube Live offers users two different types of live streams, simple and custom.


With this straightforward delivery, you can go live from your webcam or phone (this is contingent upon having over 1,000 followers). Much like other livestreaming platforms, the simple mode is great for doing a basic Q&A or sharing a presentation.


This delivery mode is much more complex because it meets the needs of more complex presentations. For example, if you want to share your screen or use multiple web cameras, you need an encoder to make this happen. While these two categories are broken out to be opposites of one another, don’t let the term complex alarm you—the custom stream is still pretty easy to achieve.

Much like any other marketing campaign, your YouTube Live strategy should be well-planned and have goals in place.

Before you hit golive on your YouTube homepage, be sure you’ve strategized accordingly.

3 Ways to Drive More Traffic Using YouTube Live

If you’ve identified the need to grow more traffic as one of your top goals, (and let’s be honest, who among us doesn’t want more traffic), YouTube Live is an excellent platform for sending more visitors to your site.

Below, we break down three strategies that can help you harness the power of YouTube Live to score more traffic.

1. Create a Promotional Plan

You know the saying: if a tree falls in the forest and no one’s around to hear it, did it even make a sound?

The same goes for your YouTube Live: if you don’t promote your live event, how will anyone know to show up.

The same amount of forethought and strategizing you reserve for other marketing campaigns should go into your livestream.

Here are our three best tips for making your next livestream a hit.

youtube live chart sharing three benefits of going live

Schedule Your YouTube Live Video

After you’ve established the goal of your YouTube Live video, you need to schedule a date and time so you can promote your livestream to followers and prospects alike.

Socialize Your YouTube Live Video

You want to be promoting your YouTube Live video everywhere. From your social channels to your email contacts, you need to share the who, what, when, why, and where to all followers and prospects.

Build a Retargeting Ads Campaign

Think your work is done after your live stream wraps? Think again. Use retargeting ads on social and other platforms to reach liver stream attendees and remind them to take action.

2. Share Valuable Content

We’ve alluded to the need for a clearly delineated value of your YouTube Live for your audience.

To gain someone’s most valuable asset (hint: it’s their time), you must offer them something valuable in exchange.

Whether that’s a demo of a software upgrade or an unboxing video of the new prints your store is now offering shoppers, be sure that your content is doing more than just making noise.

3. Get Smart About Your CTA

When filing a YouTube Live video, you want to have a very precise call to action (CTA). While we wish there were a silver bullet that would encourage all viewers to take the desired action, choosing your ideal CTA takes some planning.

First, you need to assess what you want viewers to do after viewing your video. Ask yourself:

  • Do I want my viewer to make a purchase?
  • Do I want my viewer to schedule a demo?
  • Do I want my viewer to watch more of my videos?
  • Do I want my viewer to follow me on social channels?

After answering this question, you can determine which CTA is most appropriate for your viewers and incorporate it into the conclusion of your video.

To reiterate, be sure to identify where your viewers are in the buyer’s journey and use a CTA that resonates with that respective stage.

YouTube Live cta buyers journey in three stages

Make the Most of Your YouTube Live Content

You did it. You succeeded in hosting your first YouTube live. You got a bunch of new followers on Twitter, so now you’re done with that content, right?


Now that you’ve created a video asset, you can turn that YouTube Live video into a wealth of evergreen content.

Below are a few ideas for making your YouTube Live video work as hard as you do.

  • Turn your live stream into a typical video and share it on your website.
  • Share interesting segments of your live stream on social media. Pull quotes from your live stream and share them on social media.
  • Edit the audio from your YouTube Live stream into an audio podcast.

These possibilities represent only four of the myriad options you have for repurposing content. We’ve talked about how valuable video is, so be sure not to let it go to waste.

Frequently Asked Questions About Using YouTube Live to Drive Traffic

What is YouTube Live?

YouTube Live is the video streaming giant’s live platform. Users can go live to audiences, streaming in real-time. This channel can be used for Q&As, unboxing videos, how-to guides, and more. 

Is YouTube Live good for marketing?

Yes! Video of all kinds performs incredibly well with audiences. And with 81 percent of Americans using YouTube, you’re actively doing your brand a disservice if you’re not advertising on YouTube in some function. In addition, you can repurpose content from your YouTube Live across other channels, creating an evergreen marketing asset. 

What equipment do I need to do YouTube Live?

For simple live streaming, you only need a webcam or a phone. If you’re looking for more complex functionality from YouTube Live, like multiple cameras, you’re going to need an encoder.

How can I repurpose my YouTube Live content?

You can repurpose your YouTube Live content in so many different ways. From bite-sized video clips on Instagram to a full-fledged podcast episode, the opportunities for repurposing are endless.

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Yes! Video of all kinds performs incredibly well with audiences. And with 81 percent of Americans using YouTube, you’re actively doing your brand a disservice if you’re not advertising on YouTube in some function. In addition, you can repurpose content from your YouTube Live across other channels, creating an evergreen marketing asset. 

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You can repurpose your YouTube Live content in so many different ways. From bite-sized video clips on Instagram to a full-fledged podcast episode, the opportunities for repurposing are endless.


How to Drive Traffic With YouTube Live Conclusion

While Facebook, Instagram, TikTok, Twitch, and many other platforms offer live streaming, YouTube Live grants you access to the massive YouTube audience.

As you plan your YouTube Live campaign be sure to be strategic about promotion, content, and your final CTA.

If you improvise any of these aspects of your live stream, you likely won’t have your desired impact and run the risk of alienating your audience.

Before embarking on your YouTube Live journey, be sure to research and watch other live streams from brands within your industry. By learning what works and what does not, you can tailor your video around their mistakes, ultimately allowing your brand to outshine your competition.

What’s the best YouTube Live video you’ve ever watched and why was it successful?

B2B marketers forming a circle with hands image.

B2B marketers forming a circle with hands image.

B2B marketers, ready for some TRUTH BOMBS?

Here we go: We need to make our content more human and more empathetic. B2B content doesn’t have to be boring; in fact, it can’t be boring and be effective. B2B buyers are just people — we need to talk to them like people.

Are you blown away by the depth and breadth of my insight? Ready to book me at your next marketing conference?

Okay, all sarcasm aside: We all have heard the old “B2Me” speech a dozen times. I’m not here to give it to you again.

Instead, I want to get deeper into the specifics of what it means to be empathetic and provide value with content.

I say this because, despite the hours of keynote speeches on the topic, B2B marketers are still coming up short. In a recent poll, 79% of buyers surveyed said they were served irrelevant content.

Your buyers need to make informed decisions and they crave intelligent direction. But a lot of them aren’t getting it.

Why Empathetic Content Matters Now More than Ever

Most B2B buyers are feeling the crunch right now. They’re looking to bounce back from the pandemic — many with newly-structured workforces and processes. They need to create momentum, establish a productive new normal, and roll with the changes that have been forced on every business.

And for most, they need to do all of the above within tight budgetary constraints and increased executive oversight.

In short, the pressure’s on to make the right decisions and champion change. Stagnating isn’t an option. 

To cope with these issues, B2B buyers rely on content that is trustworthy, helpful and informative. The brand that can become a trusted advisor is far more likely to win the business.

But when it comes to relevant, empathetic content, we’re talking about more than stat sheets, white papers or case studies. 

Three Key Elements of Successful Content

It can seem like marketing’s goals for content and buyers’ goals for reading it are at cross purposes. Marketers are trying to prompt action; buyers are trying to get information. In reality, though, the two goals go together fine. Informative content can provoke action, if it’s done right.

Truly valuable content should be:

  • 1 — Helpful. First and foremost. But it’s important to define what “helpful” means. Helping means giving the reader information that can help them improve their working life. What information can you give that will make your reader better at their job? Or help them impress their boss, get promoted, or round out their skill set? A recent dispatch from Google put it this way: “People report that helpfulness is their top expectation of brands since the start of the COVID-19 pandemic, with 78% saying a brand’s advertising should show how it can be helpful in everyday life.”
  • 2 — Audience-Focused. Too often, marketing content starts with a brand’s product or service, and reverse-engineers it to fit the audience’s pain points. “Our product does X, therefore we need to prove that audiences need X, create that demand and then CTA to a demo.” But truly empathetic content is the other way around. It’s not centered on just the problem set that your solution can solve — it’s looking at the audience holistically.
  • 3 — Purposeful. Consumers are growing more concerned with making sure brands’ values match their own, and the same is true for B2B buyers. Truly empathetic content helps the audience see their ideals reflected in your brand. A genuine expression of your brands’ values can help define who your customers are and start establishing a relationship.

[bctt tweet=”“Truly empathetic content helps the audience see their ideals reflected in your brand. A genuine expression of your brands’ values can help define who your customers are and start establishing a relationship.” — Joshua Nite @NiteWrites” username=”toprank”]

How to Improve your Content’s Empathy Quotient

So how do you make sure your content is helpful, focused on the audience, and purposeful? It doesn’t happen by accident. Here’s how our agency makes sure that our content passes the test.

  • 1 — Keyword Research. People used to think of keyword research as a way to see how to convince search algorithms that their content was worthwhile. Now we know better: Keywords are an indicator of buyer intent. They tell us what people are searching for, what they need, and how they put that need into words. Keyword research is more than an “SEO play.” It’s foundational for creating helpful content.
  • 2 — Content Architecture. Your brand should have content available for each stage of the buyer’s journey, from awareness to action to advocacy. The best way to make sure you have all the stages covered is to include it in your content planning. Aim for a mix that balances the top, mid and bottom of the funnel, with plenty of content to cover each.
  • 3 — Organizational Data. Marketers should be using their internal customer data to guide content creation, but shouldn’t stop there. Your sales department have invaluable data about frequently asked questions, buyer behavior, demographics and more. Customer service can tell you what features customers value, what they need help with, and so on. Bringing in data from other departments will help you see the buyer as a whole person, not just a marketing audience.
  • 4 — Influencer Contributions. Buyers want to see themselves and their ideals reflected in your content. When you co-create with influencers that your buyers already follow and trust, it’s easier to show how your brand is the right fit. In addition to the other plentiful benefits of influencer marketing, the way it helps establish credibility is a key component.

[bctt tweet=”“Your brand should have content available for each stage of the buyer’s journey, from awareness to action to advocacy. The best way to make sure you have all the stages covered is to include it in your content planning.” @NiteWrites” username=”toprank”]

Don’t Be Content with Unempathetic Content

B2B marketers have heard for years about how content needs to be engaging, entertaining, informative, and never boring. At the heart of all of these considerations, however, is that content needs to put the audience first. It needs to be based on a deep understanding of what your potential customers need and desire, and it must demonstrate your brand’s values and how they align with your audience.

In our neverending quest for more awesome content, empathy should be our guiding light and driving force.

Need help with your content? We’re here for you.

The post Why Empathy Matters More than Ever in B2B Content Marketing (And How to Get It Right) appeared first on B2B Marketing Blog – TopRank®.

2021 October 22 eMarketer Chart

2021 October 22 eMarketer Chart

IAB Projects 8% Growth In 2022 Digital Ad Spend, Warns About ‘Bad’ Ad Experiences
U.S. digital advertising spending is expected to see 8 percent growth during 2022 to reach $165.4 billion, and topping the $200 billion mark by 2025 — increases from 2020’s $139.8 billion, according to newly-released forecast data of interest to digital marketers. MediaPost

Podcasts Google Knowledge Panels Go Live
Google has added podcasts to the services that can have extended visibility Knowledge Panels among the search firm’s result pages, giving B2B marketers who utilize podcasts a potential new promotion opportunity, in a recent rollout from the search giant. SEO Roundtable

Advertising No Longer The Least-Trusted Profession, But Not By Much
Recently-released survey data shows that although advertising executives no longer rank as the least trusted profession, ad professionals are still seen by both U.S. and global audiences as having significant ground to make up when it comes to being seen as trustworthy, as doctors, scientists, and teachers were seen as being in the most trusted professions. MediaPost

IndexNow – Instantly Index your web content in Search Engines
Microsoft’s Bing has released a new indexing protocol and related third-party integration API — created in conjunction with search engine Yext — which allows for more complete indexing of websites, content management systems, and content delivery networks, Bing recently announced. Bing

Twitter Announces New #TwitterPrism Initiative to Maximize Inclusion within Advertising
Twitter has begun a diversity and inclusion initiative aimed at marketing partners, with its new #TwitterPrism program to help brands with programs including Cultural Context workshops and co-creation opportunities that bring together diverse creators and marketers, Twitter recently announced. Social Media Today

Reddit Brings Back View Counts in Post Insights
Social news aggregator and discussion platform Reddit has returned counts of how many times posts have been viewed, a metric the firm removed 2018 as it faced growth and scaling challenges. The return of view counts will be joined by additional new content view analytics information Reddit is looking to roll out to its 430-plus million average monthly active users, the firm recently announced. Adweek

2021 October 22 Statistics Image

B2B Exhibition Industry Performance Improves in Q2; Only 2 in 3 Events Cancelled
Overall combined physical and virtual B2B event industry performance has begun to see a rebound from 2020’s pandemic-led low point, with fewer exhibitions cancelling events, according to recently-released survey data from the Center of Exhibition Industry Research (CEIR). MarketingCharts

Instagram adds scheduling and ‘practice mode’ features for Live creators
Facebook’s Instagram social media platform has added the ability to pre-schedule content up to 90 days in advance, and a new connection-testing mode, two of several new features the firm has launched surrounding its Live creators feature, Instagram recently announced. TechCrunch

Twitter Shares New Insights into Gen Z Usage and Engagement
Some 70 percent of Gen Z Twitter users have said that they use the platform’s app to learn about new products — one of several statistics of interest to digital marketers contained in new report data from Twitter exploring how brands can connect to Gen Z using its platform. Social Media Today

eMarketer’s B2B Advertising Forecast 2021: 6 Key Insights & Revelations
Technology and financial services top the list of industries when it comes to B2B advertising spending, with tech products and services accounting for some 32 percent and FinServ 25 percent — two of numerous statistics of interest to B2B marketers contained in recent advertising forecast data. LinkedIn (client)


2021 October 22 Marketoonist Comic Image

A lighthearted look at the “types of creative brief” by Marketoonist Tom Fishburne — Marketoonist

Q&A With Adobe’s Brian Glover: The New Era Of CX Initiatives — Demand Gen Report


  • Lee Odden — Influencer Marketing for B2B [Podcast] — Digital Marketing Institute
  • Lee Odden — The Top Content Marketers: 64 Influential & Educational Content Marketing Accounts You Should Be Following — Content Hacker
  • Nick Nelson — 10 Tips for Finding Your Way as a New Entrepreneur — Small Business Trends

Have you found your own top B2B marketing news from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Digital Ad Spending Grows, Google Adds Knowledge Graphs For Podcasts, Instagram’s New Creator Features, & Gen Z Engagement Study Insights appeared first on B2B Marketing Blog – TopRank®.

How to Do Quarterly Ad Planning

POSTED BY October 30, 2021

How to Do Quarterly Ad Planning

Perhaps you have a yearly marketing plan that provides an overview of the year. This can be helpful in understanding your overall goals but too vague to implement. That’s why a campaign plan with a narrower window—such as a quarter—is essential to marketing success.

A quarterly ad campaign plan provides a more granular view of your objectives, goals, and success. This will enable you to keep your priorities in line and respond accordingly to KPIs and metrics as results become available.

This in-depth guide provides actionable tips for successfully planning your quarterly ad campaign. By the end of this article, you will feel confident in your ability to create a thorough campaign plan you and your team can execute.

Review Last Quarter’s KPI and Metrics

The first step to future campaign planning is to look at the previous quarter’s performance. Using Key Performance Indicators (KPIs) and metrics, you can gain a deeper understanding of the success of previous campaigns.

The KPIs can vary depending on the marketing campaign and its ultimate purpose, but a few KPIs to consider closely are:

  • customer acquisition cost (CAC)
  • customer lifetime value (LTV)
  • return on investment (ROI)
  • marketing qualified lead (MQL)
  • traffic-to-lead ratio (new contact rate)
  • lead-to-customer ratio
  • return on ad spend (ROAS)
  • conversion rate
  • website traffic
  • customer retention

This list is a healthy mix of short-term and long-term KPIs, which is crucial to agile marketing. You don’t need to include all of them in your quarterly business review. Instead, you should focus on one or two that most closely align with each of your objectives. 

When choosing KPIs to track, ask yourself whether it is easily quantifiable and something you can influence. The more control you have over a KPI, the more valuable its inclusion in your performance tracking.

With the information above, you can make new quarterly campaign decisions based on what worked, what didn’t, and what ideas could have been better executed.

Set Campaign Goals and Metrics to Track

It’s not enough to create a plan. You should do so with specific goals in mind. However, setting marketing goals you can achieve requires an in-depth approach. I recommend the SMART method for goal setting. This stands for:

  • specific
  • measurable
  • achievable
  • relevant
  • timebound

What does this look like for a marketing campaign? 

Let’s say you’re running a campaign with the overall goal of bringing more qualified leads into your funnel. A SMART goal might look like this:

“Increase the number of MQL’s in our funnel by 8 percent by the end of Q3 via a targeted social media campaign.”

This goal hits all of the marks of a SMART goal by being specific, measurable, achievable, relevant, and timebound. By the end of the campaign, you can easily answer yes or no on whether the goal was achieved. If not, you can reevaluate for the next quarter.

Evaluate Campaign Targeting

Your ad campaigns will only be as effective as the audience they reach. Identifying your target market is a crucial step in ensuring a successful quarterly campaign season.

You should first take a closer look at the data from your existing audience. This means digging in to further determine geography, age ranges, and lifestyle. How did your audience respond to the previous campaigns, and what can you do to improve those responses?

For example, did one segment of your audience interact with the campaign media but not convert? This indicates a surface-level interest. You should not abandon your efforts with this segment entirely but instead shift your objective to a higher level of the marketing funnel (e.g., attention or interest).

You may want to consider target audience expansion, too. Based on the previous quarter’s data, perhaps you found you were reaching demographics not previously on your radar. This would be a good time to reconsider the various segments of your target audience and add new ones if needed.

Fortunately, there are free tools like Google Analytics to help you further evaluate and segment your audience.

Decide Which Platforms to Use

The list of platforms is long and growing longer. The most popular platforms include Google, Facebook, Instagram, Bing, Amazon, and YouTube.

Before you choose which platforms to advertise with, though, you should first determine how many you will use.

With just one or two platforms, you can focus more intently on a more segmented part of your audience. This may result in a higher ROI. If your interest is more in testing various ad types and audience segments, though, then three, four, or even five platforms may be a good idea.

You should focus on quality as well as quantity. Each platform offers its own ad types, and using the right one for your audience is important. Google, for example, has eight different campaign types to choose from:

google campaign types for ad planning

With so many platforms, you may feel compelled to spread your campaign budget across the spectrum. After all, doesn’t more platforms mean an increased reach? While true in theory, it’s more important to target the right audience.

Review Campaign Budget

You can make your ad campaigns effective, whether on a small or large budget. However, it’s essential to set the budget from the start so you can plan accordingly.

The different platforms will have different tips and tricks for budget optimization. Before you consider the specifics of your budget for each platform, though, you need to determine all-in advertising costs.

It helps to use a top-down approach. This means setting a maximum budget for the quarter that includes all advertising costs. You can then split the budget for each platform based on a few different factors, such as:

  • previous platform success
  • target market share
  • ad type and opportunity

Even further, you can split the platform budget into per-advertisement costs. For example, spending more per day on a sale campaign can make more sense if the ROI is expected to be higher.

Outline Campaign Messages and Offers

While you don’t need to have all of the copy and digital assets completed before the quarter, you should have a solid idea of the campaign messages and offers. This outline will act as your framework for the work to come.

The outline can be a simple list of dates with corresponding messages and offers, or it can be baked into your workflow. The most important thing is to answer these three questions:

  • Who is the target audience?
  • What is the purpose of the advertisement?
  • On what platform will this advertisement be displayed?

The more detailed your campaign messages and offers are at the outset, the easier it will be to plan your workflow. It also takes a lot of guesswork out of the process so the campaign goal is clear for all members of the marketing team. 

The drawback of being too detailed is the plan can feel a bit rigid. You should discuss internally just how detailed you want to get at the beginning of the quarter. Your team may prefer to flow a bit more freely, or they may prefer to have the campaigns locked in place 90 days in advance.

You can easily enter campaign details into a spreadsheet or word document. There are also more detailed campaign offer templates for those who prefer them. 

Create Asset Production Workflow

At the beginning of the quarter, the list of work to be done can be long and overwhelming. It’s at this point that establishing an effective workflow is crucial to future campaign success.

An asset production workflow ensures campaign assets (including copy, images, videos, and other digital elements) are completed on time. A good workflow ensures team collaboration and clear communication.

The workflow will vary depending on the type of asset and the number of collaborators. The basic steps of creative production include ideation, creation, review, approval, and launch.

You can manage these steps in a spreadsheet, though many project management platforms exist. These platforms often offer templates to spark your creativity.

Trello design template for ad planning

Platforms like Trello and Asana enable you to create a seamless workflow. You can add multiple collaborators to each board, as well as use deadlines, checklists, and triggers to keep on task. These platforms help you focus more thoroughly on the process and less so on process management.

Create a Campaign Testing Plan

Testing your campaigns on an ongoing basis is important to future marketing optimization. The results of campaign testing provide insight into your target audience so you can better refine your marketing campaigns.

With this in mind, it’s important to include campaign testing within your overall campaign planning. This ensures assets are created early in the process and properly vetted.

A few examples of campaign tests include:

  • target audience
  • budget
  • time of week and day
  • calls to action (CTAs)
  • word order
  • power words in headlines

It can be tempting to perform campaign testing off-the-cuff. However, it’s best to plan for these tests at the outset and include them in your asset workflow. You can use the results of these tests going forward.

Frequently Asked Questions About Ad Campaign Planning

If you still have questions about ad campaign planning, take a look at the answers to these frequently asked questions on the topic.

How often should I review my ad campaign plan?

The quarterly planning session is important for setting the outline and goals of the quarter. It is important to reevaluate regularly throughout the quarter, though, and pivot as needed. You should look at least weekly at your campaign plan to determine success.

How early should I plan my ad campaigns for the holiday season?

When it comes to holiday ad planning, the earlier, the better. For best results, you should begin to plan the next holiday season as soon as the previous holiday season concludes. If you’re already behind, then you’ll want to keep it simple and be ready to adapt.

What should an ad campaign analysis include?

An ad campaign analysis should include at least three steps: review, take-aways, and next steps. This means you should review the results, highlight the key take-aways (i.e., what the results show worked and what didn’t), and outline recommended next steps (e.g., reevaluate how goals can be improved for the next quarter).

What type of objectives should I set for my ad campaigns?

When creating an ad campaign, you should do so with one key objective in mind. The objectives can be split into three categories: awareness, consideration, and conversion. An awareness campaign aims to increase reach, a consideration campaign aims to drive engagement, and a conversion campaign aims to drive conversions.

Quarterly Ad Campaign Planning Conclusion

When you transition to quarterly ad campaign planning, you will feel more confident in your ability to carry out and evaluate your marketing goals. This is true whether you are transitioning from an annual campaign plan, which can be too vague, or a weekly campaign plan, which can be too granular.

A quarterly campaign plan enables you to break down your goals, objectives, and budget into bite-sized chunks. This cuts down on the overwhelm while also providing flexibility.

More importantly, the 90-day window a quarterly campaign plan includes is just enough time to flawlessly execute while also evaluating your success along the way. This agile framework enables you to respond accordingly to the results of your campaign so you can become proactive. 

What objectives do you want to highlight with your next quarterly ad campaign plan?

You know the drill: You build a quick landing page and start promoting it. 

The leads start rolling in, but there’s a problem: None of ’em are turning into paying customers. They’re just sitting there, waiting.

Sounds familiar? You’re not alone. Too many businesses throw quick landing pages together, thinking only about the immediate next step (say, generating leads). They often don’t think about the most important thing: How the landing page impacts sales conversions further down the line.

This often causes a pipeline of unqualified leads that wastes your time, energy, and—worst of all—money. What if there was a way you could improve not just the conversion rate of your landing page, but the overall sales conversion rate as well?

Guess what? There is!

By following the three steps outlined in this post, you’ll build more trust with your prospects before they even reach your sales team, making sure your leads not only convert but also turn into paying customers.

1. Use Your Copy to Pre-Qualify Traffic

Here’s a question almost every marketer asks: “How much should we spend per lead?”

And although this question is well-intentioned, it misses a key point. Cost-per-lead is a very important metric and it’s one you should track carefully, but you shouldn’t seek to always generate the most leads at the lowest cost.

Lead generation is a see-saw. You need to balance both lead quality with lead quantity. There’s really no benefit in generating cheap leads if they’re unqualified. Doing so is just a waste of your sales team’s resources.

And this is where your landing page steps in. You can use it to filter out unqualified leads before they ever enter your sales ecosystem.

You can do this in two ways:

  1. By using language that subtly speaks to the people you’re targeting, while pushing away those who aren’t part of your target audience.
  2. By being upfront and clearly stating who you help and who you don’t in a “who is this for” section.

This is a great example from Membership Academy, where they clearly call out who the membership is for and who it isn’t for.

Whichever way you decide to do it, there are typically four things you want to clarify with prospects before they contact you. It makes up the acronym BANT:

  • Budget: Does this person have access to the amount of money required to purchase your product/services? 
  • Authority: Does this person have the decision-making power to approve a financial purchase? 
  • Need: Is the person viewing this landing page someone who actually wants to achieve the outcome you promise?
  • Time: In what timeline are they looking for a solution?

When you’re building your landing page, make sure you address each of these points in your copy to ensure only the right people are making it through to your sales team.

2. Include Imagery of Yourself, Your Team, or Your Office

The more you can do to build trust with a prospective customer before you ever speak to them, the better. This is even more important with service providers where there’s typically more of a 1:1 connection with customers.

Take healthcare, for example. It’s an industry where an enormous amount of trust is required.

Typically you’ll run an ad campaign directing people to a landing page where they can fill out a “complimentary consultation” form. From there, the office will call them to book their in-person consultation.

One of the biggest roadblocks for a funnel such as this is that people will fill out the form but won’t answer their phone when the office calls. After coming across this problem multiple times, it was time to do some research.

It turns out people are nervous. They’re nervous about coming into a health practice without first knowing more about the practice, the team, and the service they signed up for. 

They sign up in the heat of the moment, then get the classic “buyer’s remorse.” (Or, y’know, “buyer’s jitters.”)

To remedy this problem, make sure to add photos of yourself, your team, or even your office space to your landing pages. By doing this, the visitor gets to see who they’re dealing with and (in the case of a health practice) where they’ll be visiting.

UK-based gym Faultless Fitness is a perfect example of this. They approached us looking for support with their advertising and landing page conversion rate. They told us their target audience wasn’t necessarily “gym-goers” and that they wanted to cater to a wider demographic (i.e., people that hadn’t ever stepped into a gym before).

With this in mind, we wanted to include pictures of the gym, personal trainers, and other members working out on the landing page. This way, people could see that the gym wasn’t a scary place and that it was a fun, sociable environment.

By simply adding pictures like this, we saw the landing page conversion rate increase from 4% to 11%—a 275% conversion rate boost!

Tip: Do you know the average conversion rate for your industry? You can find out in the 2021 Conversion Benchmark Report.

3. Link to an Informative Confirmation Page

The confirmation page (the page someone lands on after the landing page) is the most underutilized piece of real estate on the internet.

Once someone has signed up for the offer on your landing page, they should be redirected to a confirmation page that does two things:

  1. Confirms the action they’ve just taken.
  2. Introduces the next step.

You’d be surprised at how many people sign up for things without realizing what they’ve done. The confirmation page is the perfect place to reinforce the action they’ve just taken, making clear that they’ve signed up for your offer.

You can also use the page to reiterate the benefits of having filled out your form. By doing this, they’re much more likely to actually pay attention to the thing they’ve signed up for. 

Once you’ve confirmed the transaction, it leads you perfectly into introducing the next step. 

When someone has signed up for your offer, they’re in a state of intent. They’re actively trying to solve a problem—and if you don’t give them the opportunity to take the next step, you’re missing out on an opportunity.

Here’s another example from Faultless Fitness. The confirmation page offers success stories—so people have a chance to see what success might look like before they even get on the phone.

Your next step might be to upsell them something, or it can even be as simple as “selling” the next step. If the next step is for your sales team to reach out, tell your customers on the confirmation page! Set up their expectations and you’ll increase the chance that they’ll show up.

Bonus: Show Specific Social Proof

I know, I know—I said there would be three tips. But you’ve read this far, so have another! 😉

Here’s the thing: Nobody likes to be a guinea pig. When people visit your landing page, they’re there because they’re intrigued by your offer. They believe you may help them solve a specific problem. 

The goal of the landing page is to tell people how and why you’re the right person or business to help them. One of the best ways to do this is by providing specific social proof showing you’re trusted by people like them that you’ve helped before.

Image courtesy of Yatter

Videos work particularly well because they feel real. (However, be sure any videos are serving a key purpose on your landing pages, as they’ve been shown to have either a neutral or negative impact on conversions.)

There are many ways you can add social proof to your landing pages, such as showing trust logos, social media support, reviews, ratings, testimonials, or case studies. 

If you can show social proof that is specific to the offer you’re making, that goes a long way. For example, if you’re a dentist and you’re trying to get people to sign up for your teeth whitening offer, share the stories of people who have used that service with you.

Always Think Two Steps Ahead to Turn Those Conversions Into Sales

Remember: When you create a landing page, don’t just think about the immediate next step—think about how the landing page can help you with the entire sales process. 

Your landing page is the first real impression people get of your brand. And as we all know: You only get one chance to make a first impression. So make it count!

A great way to do this is by using Smart Traffic. It allows you to automatically serve your prospects with the landing page that’s most likely to convert ’em based on their unique attributes. This means you could try different variants of a landing page using the tips above, then turn on Smart Traffic and see which ones perform best.

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