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By Jessica Stillman

Everyone tells you to pay attention to your intuition. But how do you do that exactly?

When it comes to analyzing our complex world, experts warn your gut is a risky guide, but when it comes to personal decisions like where to move, whom to marry, or which job to take, science proves nothing beats intuition. Literally.

When a Stanford psychologist conducted a head-to-head test between more rational decision-making strategies and going with your gut, there was no contest. Intuition led to the best choice 68 percent of the time, compared to a 26 percent success rate for more head-focused strategies.

That’s a blow out.

But while this research makes clear you should take your intuition seriously, it doesn’t address another important question: how do you do that? When you’re facing a difficult choice and your mind is churning with anxieties, feelings, and thoughts, how do you sift through this soup of sensations to figure out what your gut is trying to tell you?

Expansive or contractive?

I’ve heard various tricks and frameworks for honing your intuition before, but I recently came across the simplest and most convincing advice along these lines on the blog Cup of Jo. It comes from a therapist friend of post author Caroline Donofrio and it basically boils down to one simple question: Does it feel expansive or contractive?

Wait, you’re probably thinking, that’s not helpful at all. I don’t even know what that means. Which is reasonable, I didn’t get it instantly either, but Donofrio goes on to explain the difference between feeling “expansive” and “contractive” in terms that just about all of us will recognize.

Expansiveness feels light, powerful, exciting. To me, it’s like the sensation you get after a workout or when you’re “in the zone” doing something you love. When you can’t wait to get started on something, there’s a good chance you’re feeling expansive.

Contractive feelings exist at the other end of the spectrum — heavy, tight. Perhaps it carries with it a sense of dread or secrecy. You can also sense it physically — are you hunched over? Is your jaw clenched? Do you feel like you’re stuck in molasses? If so, your intuition may be telling you it’s a no.

In short, reading your gut isn’t about anything specific to your stomach region. It’s about reading your body as a whole. Sensations that feel tight, heavy, slow, or clenched indicate a big no to whatever you’re contemplating. Meanwhile, light, open, energized sensations suggest you should go ahead and pull the trigger on a choice, even if those feelings are also accompanied by fear.

How does your gut communicate anyway?

That’s simple enough, but the power in this framework is its physicality and specificity. Expansive vs. contractive gives you specific feelings to look out for in your body and a way to pull an answer out of a mental and physical state that’s more “whirlwind of feelings” than “orderly pro/con list.”

For those of us who struggle with more rational approaches to decision making (my hand is way up in the air) that’s gold. Donofrio insists she’s been road testing the approach and it has consistently worked for her.

“I’ve applied this advice to choices big and small,” she writes, “and have found it works every time. A week ago, I got an offer about a potential project that, on paper, sounded great. But as I considered it, my neck tensed up. I didn’t want to jump into it. In fact, I didn’t even want to respond to the email! Despite feeling pressure over what I ‘should’ do, it was clearly a no. Realizing this felt like such a relief.”

So next time you’re struggling with mixed emotions and contradictory considerations remember Dinofrio’s trick and see if it can help you figure out exactly what your inuition is trying to tell you.

Feature Image Credit: Getty Images

By Jessica Stillman

Sourced from Inc.

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It wasn’t easy going to the moon. But that’s why they did it.

Fifty years ago, NASA accomplished what many thought impossible: landing humans on the Moon and returning them safely to Earth. While most of us weren’t alive during that amazing time, the world is now revisiting the achievements of Apollo on its golden anniversary.

The Apollo program was the largest peacetime start-up and entrepreneurial endeavor in the history of our country. What NASA was able to accomplish through the efforts of over 400,000 people and 20,000 organizations was nothing short of miraculous. Below are several lessons from Apollo that apply directly to entrepreneurs preparing to launch their own “moonshots”:

1.  Think “Inside” the Box

When President John F. Kennedy set the goal of landing a man on the Moon back in 1961, he committed the country to do something that nobody, including a three-year-old NASA, knew how to accomplish. American industry did not have the tools, equipment, spacesuits, computer technology, rockets, facilities, or experience to accomplish such a feat. And the challenge wasn’t just about what they knew they didn’t have, it was also about not knowing what they would ultimately need to be successful.

Despite the common metaphor of thinking outside the box when it comes to creativity, NASA realized the box itself was the key to success. Inside that box were the deeply rooted, time-proven values related to what the engineers already understood — the design and development of high-performance aircraft. NASA knew these fundamentals were the key to reaching the Moon, not by leaving the box and starting from scratch, but by expanding it through additional learning, intense creativity, and boundless innovation; all while holding true to their core engineering principles.

2.  Success is Sticky

Creativity is the ability to visualize new connections between things yet to be connected. Breakthroughs are seldom based on discovering something new — more often they are the result of the “sticky thinking” that occurs when people stick things they already know together in new ways to achieve surprising outcomes.

The engineers, astronauts, administrators, and other “thinkers” at NASA relied heavily on sticky thinking during the Apollo program. By connecting things already found inside their box and adding in new ideas, they were able to extend the principles of existing aircraft engineering to the creation of spacecraft. As with any good business plan, the minds working on Apollo were also able to visualize possible “what if” scenarios and potential connections that may or may not occur during a mission, and through this, they developed contingency plans to overcome each should one occur.

Whether it’s Steve Jobs connecting fashion sense to the dull, colorless world of computer design or Elon Musk investing in the inevitability of tomorrow, imagination and the ability to visualize new connections has always been a key attribute to effective entrepreneurship.

3.  Work HARD, not SMART

Business schools frequently teach the use of SMART goals (Specific, Measurable, Achievable, Realistic, Time-based) to achieve success. However, two of those elements — “realistic” and “achievable” — can limit entrepreneurial vision. Breakthrough achievements seldom result from SMART thinking and playing it safe. Landing humans on the Moon was extraordinary and required something different. It required HARD goals — goals that were Honest, Actionable, Radical, and Detailed.

After just one 15-minute spaceflight by Alan Shepard, for example, Kennedy announced the goal of landing on the Moon within eight and a half years. He was racing to beat a competitor (the Russians!) to market, and his goal was clear, compelling, and easy to grasp. It was also courageous and radical, especially in light of the social and economic issues the U.S. faced at the time.

Despite the program’s enormous scale, NASA allowed its people to take calculated risks, do unexpected things, show initiative, and utilize in-the-box creative thinking. After all, how else are you going to do something that’s designed to be radical? Despite the stress and pressure of creating something totally new and radical, NASA’s leadership and workforce remained focused and positive despite serious setbacks, one of them fatal. (Nobody said “radical” would be easy, and nobody expected it to be either.) They maintained a culture where anyone and everyone would be heard, and one where decisions were swiftly made and executed.

Landing a man on the Moon was a breathtaking feat, but the process of getting there was even greater. By allowing the young “entrepreneurs” at NASA and its partners to take giant leaps thereby forcing the innovation necessary to achieve Kennedy’s goal, NASA ushered in the digital age and the rapid growth of high-technology industries. Ultimately, thousands of new technologies and products were spun off from Apollo, establishing new markets and firms by a group of entrepreneurs who were inspired by America’s greatest entrepreneurial achievement.

Feature Image Credit: ullstein bild Dtl. | Getty Images 

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Sourced from Entrepreneur Europe

By William Arruda

Everything has gone digital – including you. The move to all things digital may have started with e-commerce thanks to Amazon, but since they established their now famous online bookstore in 1994, everything has moved online. The web is the place we go to do practically everything. It’s how we reserve our movie tickets, where we go to learn and grow, how we book our airplane seat, and how we determine which restaurant we want to book. And in case you haven’t figured it out, it’s where we go to learn about our colleagues, managers and peers. And vice versa: your personal brand has moved online too.

That’s great news. In many ways, digital branding has leveled the playing field and enabled more professionals to increase their visibility with people – people who could be instrumental in accelerating their career trajectory. Being online gives you a platform that’s not connected to your title or how many people work for you. Instead, it allows you to share your knowledge, expertise, and opinions so you can connect with key stakeholders and build meaningful relationships.

That means the flesh-and-bones you needs to be translated to the bits-and-bytes you. But the old rules of personal branding still apply. Follow these rules to make sure the online version of you is authentic, compelling, and generating value for your career.

1. Know your unique promise of value. You must be clear about who you are, what separates you from your peers, and what your message is. Visibility has no value without clarity. Do the work to get clear about your brand and turn that clarity into your bio. It will serve as the basis of how you talk about yourself online. The digital landscape is cluttered. Your unique message will stand out if it’s clear.

2. Know your brand community. Your brand community is the group of people who need to know you. It includes people like decision makers, influencers, peers inside and outside the company, people who might want to work for you one day, etc. The digital age makes it easy to find and nurture these crucial connections.

3. Build your LinkedIn profile. LinkedIn is the place people go when they want to learn about you in a professional capacity – so make sure your profile is the online version of you. Focus especially on your headline, headshot, and summary (about) – they’re the elements that help you deliver your first impression.

4. Know your social media preferences. You’ll be more likely to adopt a regular habit of interacting with your brand community online if you enjoy the process. If you like visuals, consider Instagram. If you like to share pithy, witty quips, Twitter is your tool. You can’t beat LinkedIn as a place for making your articles visible. And if you like to be in front of the camera, YouTube can be your best friend – and your most valuable tool for expressing your thought-leadership. Don’t feel you need to be visible on every social media platform that exists.

5. Commit to being visible. Strong brands don’t go into hiding. They’re visible, available, and valuable to their brand community. Make a schedule for communicating with your community. It doesn’t mean you need to post content every day. It just means that you’re an active participant. Commenting on others’ contributions and sharing it with your brand community is a great way to stay engaged with your people.

6. Measure the impact of your actions. The move online provides an opportunity to expand your sphere of influence and attract the attention of key decision makers. But not all actions have the same value. It’s important to determine what is having the biggest impact with your community and to regularly refine your online communications strategy to ensure it’s working for you. Consider metrics like:

  • Your number of followers, connections
  • Views of your LinkedIn profile
  • Social action – views, comments, and shares of the materials you post

When you follow these six rules, you ensure that the digital you is in line with the real you and driving significant value for your career.

Feature Image Credit: Getty

By William Arruda

William Arruda is the cofounder of CareerBlast and author of Digital YOU; Real Personal Branding in the Virtual Age.

Sourced from Forbes

Sourced from WebDesignDev

When it comes down to building websites, you can either take it seriously or watch as your investment in your business wilts away. Considering that websites are the primary source of high quality leads for many businesses, it’s important for entrepreneurs to make the right decisions when it comes to creating websites that are optimized for finding new clients.

That said, you may find yourself directing a bulk of your marketing expenditures to establishing your business’ website. But it’s important to realize that a successful website doesn’t end with its launch.

If anything, your website’s success can be gauged by how you’re able to continuously optimize and update it in order to meet your business targets. You should check your website’s analytics to get a better view of how it performs right after implementation. This should lead you towards implementing the right corrective strategies.

When there’s a clear drop in visitors and conversions, you know you will have to take immediate action, so here’s a few things to help you remedy a low performing website.

Check your KPIs

Your KPIs, or key performance indicators, show you how your website is performing in terms of generating interest, acquiring leads, and converting new customers for your business. These come in the form of metrics such as the visitor count, conversion rate, bounce rate, and exit rate, among others.

Being able to set your benchmarks from the start should provide you with a clear view of the goals you should be aiming for. During the initial months, you will have to monitor your metrics and determine which KPIs your business should be focusing on. This should help you set up your goals and, throughout the lifespan of your website, provide you with the numbers for calibrating its specific components.

Basing your success on your KPIs helps you to double down on certain elements that could be improved, discarded, or added to boost your need to meet your initial business goals.

Do a content audit

If there’s one thing you really need to focus on when it comes to improving your website, it’s the content. The information you provide helps educate your audience about the products or services you’re selling, introduce your brand, encourage visitors to take action, help users navigate your webpages, and, of course, help your brand engage the right customers.

In fact, many businesses in both the B2C and B2B sectors see content as integral to the success of their online efforts. People are bound to stay in your website if you provide them with a lot of quality content that’s relevant and entertaining at the same time.

No doubt, if you’re seeing a consistently high bounce rate, you may have to consider improving your web content or overhauling your website altogether. Either way, you will need to know the types of content that will get your audiences hooked on whatever it is you’re selling.

One simple strategy you can utilize for this is a doing content audit. Simply visit the websites of your competitors and assess the type of content that they produce. The aim here is not to replicate what other businesses are doing but to make improvements that they weren’t able to apply. So, when doing a content audit, check for elements like the type of writing style being used for your competitors’ webpages or the color scheme for improving accessibility. Other than that, you might also want to know if they’re able to include videos or engaging graphics in their content.

Making improvements to your website would mean several hours of brainstorming for original ideas. At least through a content audit, you can cut the time it takes for your web development and design team to implement potent changes to your website.

Change your keyword strategy

Content is not the only factor for success. When it comes to maintaining a highly productive website that produces a consistent volume of organic visitors, you will need to check your keyword strategy and see if there’s anything you need to improve along those lines.

Keywords are what make your website visible to the people who are actively looking for the products and services you are selling. A drop in new visitors would mean that your website is not fully optimized for Google’s search engine or it simply didn’t catch up with the most recent changes to search engine algorithms.

Both cases would require you to change your keyword strategy. This would mean coming up with a new list of keywords that can produce the most number of clicks. Research is important, so make sure to work with your web development team to identify the right strategies for improving your online visibility.

Opting for long-tail keywords, improving the readability of your website content, and enhancing the overall design of your website are highly recommended, although you can also focus on more technical improvements such as increasing the loading speed of your webpages, making your website’s interface more navigable and intuitive, and building links through guest-posting. With these strategies in mind, you can improve your website’s searchability and get more organic visits.

Outsource your marketing to industry-specific partners

Improving the performance of your website is something that takes a lot of time and expertise to pull off. If you’re lacking both, you can always outsource your website-building activities to the right service providers.

It helps if you’re able to find an outsourcing partner who is well-versed in the type of industry. For instance, treatment and rehab centers aiming to increase admissions can benefit from agencies like Lead to Recovery, which specializes in SEO, PPC, and other online marketing campaigns that cater to the specific needs of this market.

At any rate, you will have to know if the agency you will be working with has the right people and the right tools to help you gain an advantage within your niche. You should only work with one that has a lot of experience working within your field and using content management systems like WordPress.

Maintaining a successful website is mind-boggling even to seasoned entrepreneurs. With the right strategies in mind, you can continuously improve your website and allow it to generate as much business as expected.

Sourced from WebDesignDev

The London-based startup Auxuman plans to release a new AI-generated album a month, in a quest to see if robots can be creative geniuses.

What: AI musicians are a growing trend.

Who: Auxuman, an artificial intelligence startup up based in London

Why we care: Robots are coming for your playlist! AI personalities like Yona, Mony, Gemini, Haxe, and Zoya have the ability to put out a new full-length album via Auxuman every month. On average, most human musicians release one or two studio albums in a year, while rappers can put out up to three or four mixtapes in the same period, according to Digital Trends.

Auxuman dropped its debut album on September 27 and plans to continue releasing AI-generated albums every month on YouTube, SoundCloud, and elsewhere. The music is generated through engines that create the words, melodies, and a digital singing voice.

Does this mean that AI could be the death of human musicians? No. It’s not doomsday for the music industry just yet. The AI personalities sound like robots, which is certainly not everyone’s taste. There’s also the cult of personality. The average fan would probably prefer to imagine an actual human being behind the vocals and synths, no matter how autotuned they are. Nothing beats actually meeting idols in the flesh. However, AI could be another supplementary creative component used in music.

“There is always [a shortage of people] giving birth to a new genre,” Ash Koosha, Auxuman founder, told Digital Trends. “Due to the economic nature of the act of making music for humans, we are naturally submissive to forms that have been successful. We believe machines [can] blend and merge forms and styles [and in the process], find the next exciting sound.”

But then where does that leave the concept of creativity? The dictionary definition of creativity is the use of imagination or original ideas, especially with regard to artistic work. A computer can’t be imaginative; it’s interacting with algorithms and data. So the human mind wins this round, but who’s to say there isn’t a genius tune to be made by interweaving AI-generated sounds into notes arranged by human beings? So, musicians and producers, keep your instruments and Magix Music Maker locked and loaded.

Featured Image Credit: [Photos: Icons8 team/Unsplash; Franck V./Unsplash]

By Starr Rhett Rocque

Sourced from Fast Company

By

How can marketers tackle the challenges of real-time marketing? They need to be organized, quick and prepared for multiple outcomes, according to Brock Murray, COO of seoplus+, a digital marketing agency. “If a client doesn’t like an idea, don’t be hurt by it — have another one ready,” Murray said. “In other words, don’t just be on time, be a step ahead. Also, if there’s a communication problem between you and the client, comply with whichever method of communication the client prefers.”

We caught up with Murray and others who shared ways marketers can address the challenges associated with real-time marketing, which Gartner calls one of the transformational strategies of the martech ecosystem of the next decade.

Take Customer from ‘Ideation to Actualization’

Responsiveness from customers and constant overall communication is the key to being a successful real-time marketer, according to Murray. This ensures you and customers are on the same page throughout various stages — from ideation to actualization, he said.

“Whatever method of communication works best for the client that will allow for faster approval, which will transition to the company’s success, should be the only thing that matters,” Murray added. “… Over time, your goal should be to build trust with your customers, so you have some leeway and can react quickly without being micro-managed through the process. If you strongly believe you’re not putting the customer at risk of anything and that your decision will, in fact, benefit them, your customer should have your trust to move forward. However, that trust doesn’t come easy but can be earned by continuously going the extra mile for them and showing that you care.”

Deploy Rules-Based Approach for CX

To counter challenges with real-time marketing, marketers should employ a contextual, rules-based approach when using data to inform their CX strategies, according to Will Crocker, senior director of customer experience at Braze. “This includes,” he said, “triggering engagement campaigns that should feel timely and interactive for customers and be based upon data including customer preferences, behaviors and decisions, as well as product/brand context.”

For example, before sending a push notification about a flash sale to a customer who abandoned their shopping cart, a retailer’s system should verify that specific product’s availability and tailor the message accordingly.

Machine Learning Allows for Refined Approach

Until a few years ago, tracking customers’ digital behavior was done with the help of their past data, such as their browsing history, psychographic and demographic data and prior purchases, according to Jaykishan Panchal, SEO and content marketing manager at E2M Solutions. However, progress in cloud infrastructure, machine learning and data processing has empowered brands to determine consumer patterns in real-time.

“Machine learning technology, for instance, allows a more refined approach to purchase recommendations because you no longer need a customer’s entire history to engage with them,” Panchal said. “AI is capable of absorbing even the most elusive indicators from a user, use its powerful algorithms, and create a digital user experience in accordance with their current physical reality.”

Don’t Forget About Brand Training

Panchal advises to provide adequate training to your front-line staff so they’re aware of everything there is to know about pertinent content topics, your brand’s central message and your company’s best practices for responding to problems. “This information will help them create and publish content in a short span of time without going wrong,” Panchal said.

Activate Brand Ambassadors

To deal with problems like staying up-to-date on the latest news and events and a lack of staff resources, leverage brand ambassadors, whether they be employees, happy customers or influencers, according to Jonathan Chan, head of marketing at Insane Growth. “Unless you’re a multimillion-dollar brand that can afford to hire staff dedicated solely to constantly monitoring social media and the news, activating your brand ambassadors is a great way for brands to keep up-to-date and stay in the conversation.”

Setting this up isn’t easy, but it’s best to view it as an affiliate program of sorts, Chan added. Select people are invited to be a part of the brand ambassador program. They’re given incentives to speak on behalf of the brand, and that can include doing things like responding to comments, offering coupon codes at their own discretion, or just starting conversations about the brand’s latest initiative.

Creating the Right Marketing Sequences

Being too reactive can be solved by brands taking the time to create the right marketing sequences to ensure a consistent and seamless customer experience. “At its most basic level there’s your basic email marketing automation, where certain email sequences are triggered by specific actions,” Chan said. “To adopt a more multi-channel approach, this requires taking a deep dive into analytics and rigorously monitoring where customers are coming from and what actions they take next. Taking advantage of interactive content like chatbots is one of the best ways to do this in my opinion.”

Feature Image Credit: Northwest Retail

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Sourced from CMS Wire

By Art Markman

When you get off-task easily, it disrupts your productivity. It may even decrease your overall level of happiness. But mind wandering isn’t all bad.

We’ve all been there: You’re supposed to be working on a report, or you’re watching someone give a PowerPoint presentation, and your mind starts to wander. You find yourself thinking about a conversation you had last night with your friend, your weekend plans, or a television show you watched last week. Then, you have to snap yourself back to the present to focus on the task in front of you.

Mind wandering is a little different from distraction, because it is internally generated rather than a response to something in the environment. However, the two are related, because your brain is predicting the timing of events in the world. If you routinely check your email about every 12 minutes, then (at least when you’re sitting at your desk), your brain will generate “interrupts” from tasks you are performing to get you to think about checking your email.

There are some good reasons to want to stop your mind from wandering. Studies suggest that when you get off-task easily, it disrupts your productivity. It can make it harder to complete tasks. It may even decrease your overall level of happiness.

And there are things you can do. In particular, research by Jonathan Schooler and his colleagues suggests that mindfulness training can be helpful. Many mindfulness training techniques (like the one used in this research) focus both on the body and the mind. Body work encourages people to adopt an upright and calm posture. The mental elements of mindfulness encourage people to identify the sources of their thoughts.

Are they thoughts that arise spontaneously, or are they the product of ruminating about  a particular issue? The mental element also encourages people to recognize that anxiety-provoking thoughts about the past are just thoughts and not a signal that the past needs to be worried about.

Mindfulness training can decrease one’s tendency for mind wandering, by helping you to recognize when you are experiencing distracting thoughts. That can help you to reorient yourself back to the present and to re-engage with a task.

That said, mind wandering is not all bad. In particular, when you are working on a task that requires some creativity, mind wandering might actually be beneficial. Getting a stroke of insight involves being reminded of something that will help you to solve a problem in a new way. If you’re not currently being reminded of anything useful, then continuing to think about the problem in the same way will not lead you to think about anything new. As a result, you are unlikely to break out of the rut you are in with that problem.

If you allow your mind to wander, two things happen: one is that your mind may end up wandering to something that will help you to solve the problem; the other is that when you do finally bring yourself back to the problem, you are likely to frame it in a slightly different way than you did when you started working on the problem, and that gives you an opportunity to be reminded of something else you know about that might lead to a creative insight.

This work suggests that most of the mundane work you do will benefit from a little mindfulness training. If you keep your mind from wandering, you’ll be able to check off a number of the items on your to-do list. But, when you’re stuck on a problem and need that lightning strike of creativity, letting your mind wander might be just what you need.

Sourced from Fast Company

By David Miles

Google Ads is an online advertising platform which you can use to drive potential customers to your website when they are searching on Google for the products or services you sell. Google Ads was launched in 2000 and was originally called Google AdWords.

Google Ads is a way of getting your website to appear in Google search results. But it’s different from search engine optimisation (SEO). SEO is about getting your website to rank highly in the organic search results on Google through a mixture of hard work and good fortune, whereas Google Ads is about paying Google to include your website in their search results.

So how does Google Ads work? Well, the key thing about Google Ads is that it is a pay-per-click (PPC) advertising system. This means that you only have to pay Google if someone clicks on your advert to visit your website, unlike traditional print or broadcast advertising where you pay the publisher for your advert to appear even if it gets no response.

The Google Ads PPC adverts appear on the Google search results page at the top and bottom of the page, above and below the organic results. On a standard desktop display, there are usually up to seven ads on each page – four at the top and three at the bottom.

Here are my top three reasons why you should be using Google Ads if you want to grow your business (even if you are already doing SEO):

  1. It’s the only way to get to the top of Google

Because Google puts up to four adverts above the organic results, that means that even if you are really successful with your SEO and get to the top of the organic results, there could still be up to four paid listings above you. Basically, money talks. So if you want to get to the very top of the search results, Google Ads is the only way to do it.

  1. Instant results

When you advertise on Google Ads you will typically appear in search results within a few hours of going live. Compare that to SEO, where it usually takes three to six months to start any meaningful results.

  1. Get more traffic and more conversions…

A 2019 survey found that 63% of people will click on an advert on Google (so don’t be put off by those people who tell you they never click on the ads), which means Google Ads is a great way to get more traffic to your website. And, according to Unbounce, people who visit your site via these ads are 50% more likely to purchase something than people who find you via the organic listings.

According to Google’s introductory guides and videos, setting up a successful Google Ads campaign is easy.

First you choose your keywords. These are the words or phrases which will trigger your advert to appear when someone types them into the Google search bar. Your keywords need to be the type of terms that you think will be searched for by a potential customer. So, for example, the keywords for a website selling clothes might be things like:  dresses, bow ties, leather gloves, school shoes, short sleeve shirts, black jeans, scarves, etc

Then you tell Google your maximum cost per click (CPC) – i.e. how much you are willing to pay for each click on your advert. Google Ads works on an auction basis, so the amount you bid is one of the things that will affect how good an ad position your get. Generally speaking, the higher your bid, the higher up the page your ad will appear.

Having chosen your keywords and set your bids you then have to write your advert copy. The ads have tight limits on the number of characters you can use, so it’s important to get your message across succinctly.

Finally you need to ensure that each advert points to the most relevant landing page on your site so as your visitors always get straight to what they are searching for.

When you summarise it like that, it sounds like setting up Google Ads is pretty simple. But there’s a problem…

Google might earn more from your ads than you do!

Yes, that’s right. If you follow the default options and don’t take the trouble to explore some of the more advanced features of Google Ads, then you’re likely to end up spending a lot of money on clicks and getting little back in return.

I don’t work for Google and I don’t want you to give them more money than you need to. So I’ve published a short book that explains how to set up your first Google Ads campaign correctly and I’m giving it away to readers of this blog.

To find out more and to download your free copy just follow this link to 7 Simple Steps for a Successful Google Ads Campaign.

The free guide will have you up and running on Google Ads in under an hour and, by the end of today, you’ll have a new source of potential customers coming to your website.

By David Miles 

By Jared Atchison

Building an effective email marketing list can help grow your business in numerous ways.

If you have yet to build an email marketing list, you’re missing out on a key way to help you achieve your business goals.

Email trumps every other channel in terms of conversions and return on investment (ROI). Research shows that for every dollar spent on email campaigns, you get a $44 ROI. In addition, 91% of subscribers are open to receiving promotional emails from brands. Digging deeper into research, you’ll find that you can’t go wrong with an email list if you want to grow your business to new heights and cater to customers.

There are nearly four billion email users worldwide, and with so much activity, it’s crucial to take advantage of this channel to market to customers. When built to target the right audience, growing an email list can be one of the most effective and lucrative strategies for your business. It provides communication between brand and customer, sends subscribers relevant content and lets businesses collect user feedback.

Email marketing is important because it turns everyday website visitors into paying customers. When someone signs up to join your email list, it’s clear they’re interested in your brand. All you have to do next is send them relevant content, cater to their needs and keep them happy. Since it costs five times more to acquire new customers than to retain existing ones, it’s crucial to pay attention to email subscribers.

Based on what offer they signed up for, you can then segment your subscribers, send them relevant content and move them down the sales funnel. Building a list from scratch can be challenging, but it’s not impossible.

Here are 5 key ways how to build an email list from the ground up

1. Create personalized landing pages

It’s better to create separate landing pages for each campaign rather than one landing page for several campaigns. Why? Because people come to your website for different reasons, looking for different things. One generalized landing page is not going to cater to the masses the way you think it will. Instead, it’ll drive visitors away because they aren’t finding what they’re looking for.

Personalization is the key to creating landing pages your visitors want to engage with. If you’re a furniture company and you create a landing page for every piece of furniture in your store, then you aren’t catering to the small group focused on armchairs. When they don’t see offers for armchairs, they’ll quickly leave your website. The same goes for any website that doesn’t use personalization in its marketing strategy.

By using a landing page creative tool, you can create individual landing pages for each campaign. You can take subscribers who signed up for a specific offer or campaign and segment them according to their behavior on your website. The more landing pages you create, the better, since companies who increase their landing pages from 10 to 15 see a 55% increase in leads.

2. Use a timed popup

Timed popup opt-ins are effective because they appear to users after they’ve already spent time scrolling through your content. Unlike static forms, they use the element of surprise to encourage visitors to hand over their information. If someone is already engaging with your content and an opt-in appears, there’s a good chance they’ll join your email list.

Pay attention to the word “timed.” A popup should not appear after one second of someone visiting your website. It’s irritating and doesn’t give people the chance to consume your content before you bombard them with an opt-in form. Set up your popup so that it appears after a set time, or once a user scrolls to a certain point of the webpage.

Take it a step further by turning your popup into a simple survey. Limit it to no more than two questions followed by the opt-in that collects users’ email addresses. You can ask anything that helps you determine how to cater to them better, such as how their experience on your website is or if user navigation is easy. Kill two birds with one stone by collecting user feedback and growing your email list at the same time.

3. Simplify your forms

According to a recent study, 55% of B2B professionals say their top priority is increasing lead generation. It’s a struggle many marketers face as they try to grow their brand and its following. An easy way to collect more leads is by simplifying your opt-in forms.

You need to make it as easy as possible for visitors to join your email list. For new visitors especially, they won’t bother dealing with an opt-in that’s difficult to navigate or asks for 12 different pieces of information. It might not seem like a big deal, but when you go out of your way to make things complicated, you’ll see your conversions remain stagnant. Removing as little as one form field can increase form conversions by 26%, so avoid adding several fields in your forms.

4. Create a lead magnet

Instead of showing a standard opt-in to visitors, what if you incentivized their reason for signing up? As much as 30% of people will return to complete a form if they get something in return, which is why creating a lead magnet increases conversions.

Lead magnets are free resources you provided your audience in exchange for their email. Visitors gain access to high-quality content while you gain a new email subscriber, which is the perfect start to a mutually beneficial brand-customer relationship.

Examples of lead magnets include:

  • Ebooks
  • Templates
  • Checklists
  • Guides
  • Whitepapers
  • Webinars

Whatever freebie you offer subscribers, the important thing is that it has value. No one will bother giving you their contact information for content that doesn’t have anything to offer. Make sure you teach something new or provide excitement and intrigue so that the subscribers you convert stay for the long haul.

5. Host a giveaway

If you want to increase your subscribers, build buzz around your brand, and heighten its recognition, consider hosting a giveaway. Giveaways are fun and encourage those within your target market to check out your website.

It’s important to find a giveaway plugin for WordPress that works for what you’re trying to achieve. Pay attention to the specific features you want so you pick the one that’s right for your campaign.

Choose a giveaway prize that sparks interest in your audience. Offer them something you know they want so they’re more likely to enter.

Set rules that do the work for you. For example, you could create a rule that subscribers must tag a friend in your giveaway post to enter. That way, they spread the word about your giveaway and encourage their friends to enter as well, increasing your subscribers. If you plan your giveaway with a strategy in place, your email list will grow.

Building an email list is something every marketer and business owner must do to succeed. Email is the easiest, most responsive channel for generating leads and sales, and it connects brands to their audiences. When you market your email list to visitors by giving them content they care about and making it easy to subscribe, it makes all the difference in your conversions.

By Jared Atchison

Co-Founder of WPForms, one of the largest WordPress contact form plugins in the market. I have been programming for over a decade and enjoy creating plugins that help people create powerful web designs without touching code.

Sourced from business.com

By Courtney Dodge

By now you’ve probably read the headlines and seen the stats from HubSpot and others about the virtues of inbound. There’s no denying that inbound marketing can be effective in generating quality leads for your business. Even so, inbound marketing should be treated as an addition to your other marketing strategies – not a replacement. Even if you are really good at it, inbound marketing only opens a small window into your total addressable market, leaving the rest wide open for your competition. So before you consider abandoning outbound efforts for inbound – ask yourself these questions:

#1 – Is it easy for prospects to find you?

To be successful with inbound, you’ll have to produce a substantial amount of premium content that’s highly optimized for search. While quality content can help build your brand and drive inbound interest, it can be resource-intensive, expensive, and there are no guarantees that your prospects will find it. In fact, with every technology vendor trying to become a publisher, getting your content noticed is harder today than ever before.

If you want to truly understand how much demand you can realistically capture through inbound, start by mapping out how many content assets you can produce a week and compare it to vendors who have leading organic positions for keywords you’d like to own. Are you producing as much content as they are? Can you? Remember, certain keywords are going to require much more effort to make it to the first page, especially if you’re competing against larger vendors and publishers who have entire editorial teams dedicated to creating content. Take TechTarget for example. We have over 1,000 editors and freelancers writing content every day just so we can drive thousands of inbound visitors to our sites. Ultimately, competing with such brands for content volume is unproductive. Redirect your efforts from quantity to quality of content and ensure you’re delivering something new and distinct that can be promoted as such.

Instead of going “all-in” on inbound, consider pushing your content out to target prospects and leads to supplement your inbound efforts. These are the exact same people you’re trying to attract via inbound, so why not engage them with outbound marketing too? Not only will this help you generate quality leads faster, but it will also provide additional coverage in areas where you may lack inbound interest.

#2 – Are you attracting and identifying the right prospects through your site?

Even if you’re able to attract thousands of prospects to your website, are they the right ones? Not always. In many cases you’ll fin­­­d tire-kickers, partners, or other vendors downloading your content to better understand your solutions or gather competitive intelligence.

And it’s not just about getting the right people to your site; you’ll also have to know who they are. One of the most challenging parts of inbound marketing is converting anonymous website visitors into leads. And with the average inbound conversion rate for B2B/Tech hovering around 3% (WordStream), you’re going to burn a lot of time generating inbound interest that will never turn into deals. Even if you can convert the right person, there’s no guarantee it’s the right time; you don’t have the resources to waste on false positives.

Unlike inbound, outbound gives you control over who to target and the ability to reach known prospects from companies that are more likely to buy from you. This not only helps you focus your efforts on the right prospects but also eliminates wasted time sorting through (or even worse, selling to) unqualified inbound leads.

#3 – Are you effectively reaching entire buying teams?

Let’s say you’re successful at converting inbound visitors to leads. Now what? To turn them into customers, you’ll need to decide how to market or sell differently to every member of the buying team. Relying on an inbound-only lead source limits your visibility into the entire buyer’s journey and may not uncover key decision makers who are involved in the final purchase. This is critical today when an average of 6.8 people are involved in the buying process (CEB). To win deals, your sales team is going to have to know exactly who is on the buying team and what they’re researching – when they’re with you AND when they’re not.

Instead of relying exclusively on inbound, TechTarget can consolidate your efforts by making your inbound traffic more valuable and employ a strategic outbound approach. TechTarget’s Priority Engine includes Inbound Converter, which identifies accounts visiting your website and exposes active demand from those accounts directly within the platform, including members of the buying team and insights to help you better understand the topics and competitors the buying team is researching when they’re not with you. Overall, Priority Engine identifies the accounts that are most active and interested so you can target the right people at the right time.

By Courtney Dodge

Sourced from TechTarget20