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rpbetter · 3 years

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I'm so tired of roleplaying with people who don't put half the commitment I do into our threads and muses. I'm so tired of feeling like I'm a weirdo or like I don't belong for that. Any other hobby and people wouldn't care if I took it seriously. Why is roleplaying different? How can I keep going like this if I'm getting rudeness from all sides? I can't even go outside my already tiny bubble and find more partners, because I always see people putting roleplayers like me down and it's exhausting.

"Why is roleplaying different?"

Well, Anon, I know that was a rhetorical question, but I have some thoughts on that. To the surprise of no one!

I strongly believe that this is an issue with how fandom has come to dominate roleplaying. As I've said before, it really wasn't always like that. Of course, you always had canon characters and almost all RPers were invested in a fandom or two. The difference was that online RP was once viewed much more like tabletop RPGs are.

When the RPC became a near-total offshoot of Fandom, a lot of shit changed and very rapidly...and within Fandom, a lot of shit was changing very rapidly as well at that time.

RP has always been something looked down on (though, at least no one ever accused written RP online of being literally demonic like they did DnD, or made correlations to murder sprees like they did LARPing, so there's that) as strange, not the good, understandable sort of dorky.

Part of that is almost certainly because of the difference in the way society views writing vs the way it views hobbies like gaming - writing is seen as an intellectual pursuit and a job, gaming, even at its most negative points of view in wider society, has been seen traditionally as a downtime activity only.

But. RP was not looked down upon from within Fandom or in roleplay communities themselves like it is now.

When the whole experience of fandoms themselves became extremely mainstream and open, it welcomed in a ton of shit ideas and behaviors that were not previously prevalent. It changed RP, too, along many of those same lines.

When your hobby is considered objectionably weird by people within the fandoms you love and RP in and that makes you a sort of lowest-tier fan, the viewpoint of RP to RPers becomes something lesser than a valid hobby. When RPers are the same people who engage with Fandom monetarily, anything not monetized is passively consumable content, including RP. And RPers are trying to both deflect shame and struggling with wider society's mixed messages, that now hit them everywhere online as well. Shit like, "you don't have to monetize your hobby, it's okay to just make really good cross stitches of memes for yourself" and "if you're not paying me, you have no control over me."

We seriously do not view RP as a proper hobby anymore, that's why. There are many factors to that, those are just few, but that's the ultimate answer. It's not seen that way because it's not valued in the same way.

I think much of the problem with muns losing their entire shit over anyone else approaching the hobby differently, dare I say...more seriously, is related to a lot of complex psychology about self-esteem, control, and anxiety. So many people here struggle with serious self-worth and confidence issues, and I think to many of them, whether they realize it or not, when they see serious RPers, they feel like that's an inherent judgment and a danger to their own enjoyment. Because RP, as writing, is a skilled hobby - the more you practice it, the more skilled you become with it. Meaning that someone who approaches the writing seriously is going to be at a higher skill level.

Enter the way we're training to think about writing again - when they see someone who is very practiced, skilled, and confident with their writing, the learned idea is that they're somehow superior in a nasty, personal way.

I most certainly do not think that makes it alright, it isn't, and I'm not very tolerant of it.

It's absolutely alright to engage with RP in any way you see fit. If that's extremely casual, it's a minor hobby for you, that's great! I'm so happy you're enjoying yourself, and I mean that in no facetious way. But not when that is the only form of it respected and accepted. It's just as alright to have RP as your primary, serious hobby!

The only way we can all enjoy a hobby with such great variance within it is by respecting each other's variables, not by vilifying them. It's recognizing that, no matter how much you enjoy the mun and/or muse, they're not engaging with the hobby in the way you are, it's not a good fit to write together. (Please, begging y'all to be friends with those who are different, not enemies, shit's sake. You've not got to write together to be friends!) Instead of labeling them and being hateful. Different =/= a threat.

And, to go off a bit lol y'all demonizing serious RPers really don't get that there are some intense tones of ableism and more going on in that narrative of yours, huh?

Not that anyone requires a reason to be serious about any hobby, but when people pick a hobby like RP as their primary one...you should probably have the maturity to consider why that is. Could it be that they focus on a hobby they can do from their homes and that requires low physical involvement, and has a degree of separation from direct socializing, for a reason?

Serious RPers tend to be limited in their ability to pursue other hobbies. Mental and physical health, region, finances, and ability to spend time outside of the home are all very common limits for those who "take RP too seriously/are addicted to RP."

Maybe take five seconds away from your own issues to consider that the person you're shitting on for something so minor as a difference of importance of a hobby might be the full-time caretaker of a special needs child, having to remain home and on a very small income. They might be chronically ill or suffer from agoraphobia. They might live in an area with no hobbies of interest, affordability, or at all...or they might live somewhere that is incredibly dangerous for them.

I honestly do not know where these people have been that they've been aggressed at by serious RPers, but that's usually the excuse. (I'm not saying it has never happened or does not happen, before anyone goes there.) The idea that serious RPers are extreme elitists who are demanding that other muns do what they do, how they do it. That they expect other muns to be online and RPing all the time, that they be "available for entertainment at all times" at the cost of real-life matters. Having the expectation that threads not be dropped constantly or that a writing partner not leave for months with no contact is neither of those things.

In over two decades of RPing across almost every platform type that has existed, I have literally never seen that be either a singular RPer-type problem or one that serious RPers are even more likely to deal in. I've seen the opposite, actually. Which is not a condemnation or a statement that all casual RPers do this, just what my experience has been. And one that actually stands to reason based on the way they view and engage with RP - quick replies, quick entertainment, and very low commitment to threads, muses, or other muns. Of course, it's annoying to them when a more serious RPer is unwilling to do rapid-fire style quick, short threads from an ask with them, but is writing the lengthy replies they already owed instead.

That's probably a factor as well, in here among a plethora of misunderstanding/unawareness of differences - for many serious RPers, it's not easier and more fun to write short, quick threads. So, what a casual RPer is seeing is that they're willing to put all this extraordinary effort into a massive reply to someone else while their easy, fun, quickly done thread is waiting in line.

Misunderstandings and unawareness breed hostility, period. And there is a hell of a lot of those things in the RPC.

What serious RPers are expressing are either boundaries/expectations or frustration. Not a demand that you be around all the time, but an expectation that you leave them alone if you're not also a serious RPer who will be committed to threads and muses. Not hostility and elitism, the frustration that it's already difficult to find muns who will work out before you add in the majority rule of casual RPers.

It's incredibly disheartening, frustrating, and honestly, a bit anxiety-inducing to constantly be the weird one, always have few choices, and to be at risk of being Problematic purely because you take the hobby seriously. You can't vent without someone jumping on your ass to remind you (even if you said numerous times that "real life comes first" and "people can do what they want") that omg, people have lives, people can do what makes them happy, it's just RP.

It's so upsetting when you think you might have found a good writing partner, then, you see a PSA they've reblogged about how it's a "hobby, not a jobby," and "no one owes anyone anything, ever." Excuse me, as that last one is a direct quote, let me redo it so it is verbatim: "no one owes anyone here anything - EVER !!!"

I said I wasn't very tolerant :)

But seriously, exactly what you've expressed is why I'm not...it's another form of controlling others instead of trying your best to control your own experience, and it's often extremely hateful. I'm not tolerant of anything like that, it's no longer supporting preferences at that point. When your preference is the only one that will be tolerated in the community, it's not a preference anymore.

It's something that makes others feel isolated, afraid of harassment, and depressed. It is a hobby and it isn't supposed to make you feel like that!

And, no, absolutely the fuck not lol the "answer" to this isn't that you're taking it too seriously and need to take a break. I'm so tired of seeing that shit tacked onto RPH responses and vents and PSAs. You're not saying that RP is making you feel this way, "just take a break and come back when you agree with everyone else" isn't a solution.

Of course, if you do feel like your time here has become so upsetting? Yeah, obviously, you should try to find some other things to supplement your downtime that make you feel happier again. Engage in some other forms of writing just meant for yourself, or that can be published as fics. Spend some more time on a game you enjoy for a while, or get invested in a new one. Learn to shape bonsai or make no-knead rolls. Whatever would make you happy as a hobby when you're not here.

Other than that, however, well...we're not going to be implying on this blog that you're too serious and need to take a hiatus until you have no emotional investment in your hobby. That's insane. I'd not say it about hiking, martial arts, dog obedience competitions, hobby farming, or painting either.

I wish I could think of some solutions as to where you could look that wasn't like this, but it's definitely the majority of the RPC. It doesn't help that, due to this, serious RPers have a tendency to quietly stick together and not venture out into the RPC. They're just not incredibly easy to find.

I will say that they tend to be:

novella - if you're not here for serious RP and sticking around for a while, you're not going to invest the time and energy into particularly lengthy writing

older RPers - I would say that twenty-five is probably the youngest, with early thirties to late forties being the majority

in fandoms with a large adult base of fans - even if it's a franchise friendly to, or even meant for, younger fans, if it has a particularly active adult fanbase, it's a better chance of finding serious RPers in it

as above, old fandoms - fandoms that have been around for a long time tend to have more serious RPers in them

fandomless OCs - tend to have a higher chance of being written by serious RPers than canons or heavily fandom-involved OCs

RPers who do not do a ton of advertising for their muse(s), but when they do, they don't advertise them based on activism points or trends

slightly more likely to not have an emphasis on highly aesthetic blogs, graphics, icons etc. - they use a modified basic tumblr theme, low on graphics, their aesthetics are not on-trend, for example

anti-content policing/"write what you want" style muns

muns with more extensive rules pages - they plan to be here for a while, they take writing, RP, and their muse(s) seriously, so, it's a bit more important to them to head off problems before they start

those with older characters/FCs - be that literally in age or the character being one that has existed for a long time

"stay in your lane" style muns - if they're opining on fandom or the RPC, they must really be angry about something

those with numerous and detailed headcanons - for example, their response to a HC meme ask like, "what's your muse's favorite ice cream flavor?" is going to be treated seriously, not simply answered with "mint chocolate chip because my bby is gross"

As usual, not a complete or perfect list. I don't fit some of the things on there! It could give you some things to look for when trying to find other serious RPers, though. It's based on observances from someone who was never a casual RPer, even as a minor (me, obviously), and maybe it could at least keep you from continuously running into hostility about your approach to RP.

I've honestly considered making a list of some sort expressly for RPers who are on the more serious end of the spectrum, but...in a RPC back when things were dominated by serious RPers, I did that sort of thing with a RPH I had, and it still got labeled as being a list for and by Elitists. I don't know that anyone would want to put themselves out there for potential harassment on tumblr, you know? It was a joke then, just having a group of RPers label you as an Elitist. Here, you get told to kill yourself, and none of us need more of that shit, right?

Try to hang in there, Anon, I know it's upsetting, and I'm so sorry that something fun has gotten to be like this.

Try to understand that these people are coming from a place of irrational defensiveness, often in response to bullying themselves at some point or feeling bad about themselves. That doesn't make it right, but it does make it easier to not take to heart.

And keep at it! In my experience here, once you find a group of people you fit into, it really is...A Group. Especially among RPers who are ostracized, they stick together, they promote each other, and they're very happy for their mutuals to become your mutuals. Once you find them, it unlocks so many opportunities for the interactions and type of RP you've been missing!

#answered #anonymous #serious rpers #rp problems #rp advice

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anawat2050 · 3 years

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michaelandy101-blog · 4 years

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What's Modified (and What Hasn't): The 2020 Moz Weblog Reader Survey Outcomes

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What's Modified (and What Hasn't): The 2020 Moz Weblog Reader Survey Outcomes

You are bored with listening to it and I am bored with saying it, however 2020 actually has been a 12 months like no different. SEOs and entrepreneurs around the globe needed to take care of their day-to-day work transferring dwelling, alongside a bunch of pure disasters, civil rights points, and a pandemic that can alter our trade and world economic system for years to return.

We may have held off on launching this 12 months’s reader survey, however we determined to maneuver ahead anyway as a result of we all know your work and your pursuits have been impacted, and we wished to understand how a lot.

I am excited to share with you the outcomes from that survey on this submit. We’ll undergo what’s modified — and what hasn’t — for our readership since our final survey in 2017, and element what these insights imply for the Moz Weblog in 2021.

Methodology

We printed this survey in July 2020, with questions asking for particulars on the skilled occupations of our readers, how these readers work together with the weblog, and what these readers prefer to see from the weblog. We additionally included COVID-19-specific inquiries to gauge the pandemic’s impression on our readers. The survey was shared on the weblog, by means of e-mail blasts, and on our social media accounts.

The odds shared within the sections beneath are a part of a complete of 388 responses we acquired over 4 months. That is really our first knowledge level, displaying that engagement with surveys has shifted drastically since our 2017 survey, which received almost 600 responses in only one month. Given the interruptive nature of 2020’s occasions, we cannot let that distinction discourage us from using surveys sooner or later. The place ready, I’ve in contrast 2020’s outcomes to these of the 2017 survey, to higher visualize the variations.

Solutions weren’t required for all questions, so if one thing didn’t apply to a respondent, they might depart the reply clean or select a wide range of “no opinion” or “N/A” choices.

We do not usually embody demographic or geographic questions in our reader surveys, however given the overwhelmingly optimistic response to the Gender Gap in SEO and Diversity and Inclusion in SEO surveys printed this 12 months, we are going to accomplish that transferring ahead. Understanding the struggles SEOs and entrepreneurs face within the trade attributable to race, gender, and sexual orientation is crucial to understanding learn how to finest work with and for everybody, and we acknowledge that shortcoming on this 12 months’s survey.

Who our readers are

Let’s dive in. First up: the questions asking readers to inform us extra about themselves.

What’s your job title?

The phrase cloud beneath is an amalgamation of the top-used phrases in response to this query, and the measurement of the phrase correlates to the variety of mentions that phrase acquired.

No surprises right here: primary (by far) was “SEO”. Our readership stays closely Search engine optimization-focused of their occupations, with content material entrepreneurs coming in shut second.

What share of your day-to-day work includes Search engine optimization?

That stated, 2020 noticed a rise in respondents within the decrease share brackets of readers who use Search engine optimization methods of their day by day work, particularly the 1-10% and 41-50% ranges. This might be due, partially, to the broadening of duties assigned to SEOs within the marketing trade, as a number of respondents additionally talked about a have to put on a number of hats of their group.

On a scale of 1-5, how superior would you say your Search engine optimization data is?

The vast majority of our readers stay intermediately educated about Search engine optimization ideas, leaving loads of room for brand new learnings throughout talent ranges.

Do you’re employed in-house, or at an company/consultancy?

Whereas nearly all of Moz Weblog readers are nonetheless in-house SEOs and entrepreneurs, an attention-grabbing takeaway for us in 2020 is the rise of those that are impartial consultants or freelancers from 11% in 2017 to only underneath 17% in 2020. We’ll ensure to take that into consideration for our content material technique transferring ahead.

What are a few of the greatest challenges you face in your work right this moment?

Far and away, the problem most frequently talked about in response to this query was the excessive quantity and fast cadence of latest Search engine optimization info, new instruments, and algorithm updates. Readers are struggling to find out what to concentrate on and when, what to prioritize, and what even applies to their work. We will actually allow you to with that in 2021.

Different frequently-mentioned struggles had been acquainted to us from earlier surveys, displaying us that the Search engine optimization trade nonetheless wants to deal with these points, and that the Moz Weblog can proceed providing up content material in response. These points included:

Lack of sources and cross-functional collaboration at work.

Search engine optimization prioritization at work.

Lack of consolidation in analytics and reporting instruments.

Problem explaining the worth of Search engine optimization to bosses/shoppers/non-SEOs.

Problem explaining what Search engine optimization CAN’T do to bosses/shoppers/non-SEOs.

Attracting new shoppers and prospects.

Having to put on a number of hats.

How our readers learn

Protecting in thoughts all that context of who our readers are, we dug into preferences when it comes to codecs, frequency, and subject material on the weblog.

How typically do you learn posts on the Moz Weblog?

As an rising variety of readers depend on social media channels for his or her information and content material consumption, the shift from frequent readers to “every once in a while” readers isn’t a shock, however it’s a concern. It additionally necessitates our incorporation of social media engagement as a prime KPI for weblog efficiency.

Given the a number of off-blog distribution strategies and frequency of prompts to take this 12 months’s survey, we noticed a pointy improve in “non-reader” responses from 1% in 2017 to six% in 2020. That stated, it is attention-grabbing that Moz e-mail and social media subscribers who weren’t Moz Weblog readers felt motivated to take a survey entitled “Moz Blog Reader Survey”. We have taken word of the subjects requested from these respondents, within the hopes of encouraging extra engagement with the weblog.

On which varieties of gadgets do you favor to learn weblog posts?

Whereas desktop and laptop computer computer systems stay the most typical option to eat weblog content material, cell phone use noticed a rise of almost 10 share factors. Cellphones have solely improved within the final three years, and it is no secret that we’re utilizing them extra typically for actions we might usually tackle a pc. As we transfer towards weblog CMS enhancements in 2021, mobile-friendliness shall be a precedence.

Which different web site(s), if any, do you frequently go to for info or schooling on Search engine optimization?

Throughout the board, we noticed a lower within the variety of respondents itemizing different Search engine optimization information sources, in addition to the primary occasion of a social media platform within the prime 10 sources talked about. This solely serves as additional proof that social media is constant its development as a information and content material medium.

What our readers consider the weblog

This is the place we get into extra particular suggestions concerning the Moz Weblog, together with whether or not it is related, how simple it’s for readers to eat, and extra.

What share of the posts on the Moz Weblog would you say are related to you and your work?

Whereas the traits concerning readers’ opinions on relevancy remained related between 2017 and 2020, we noticed a few 6% dip in respondents who stated 81-90% of posts are related to them, and will increase within the backside 4 share brackets. These outcomes, paired with the subject requests we’ll cowl later, point out a have to shift and barely slim our content material technique to incorporate extra posts particular to core Search engine optimization disciplines, like on-page Search engine optimization and analytics.

Do you’re feeling the Moz Weblog posts are usually too primary, too superior, or about proper?

Given the breadth of subjects on the weblog and the wide selection of reader talent ranges, we’re comfortable to see that, for probably the most half, readers discover our posts nearly proper on a scale of too simple to too superior.

Typically, what do you concentrate on the size of Moz Weblog posts?

Equally, it is nice to see that readers proceed to be glad with the quantity of content material served up in every submit.

How typically do you touch upon weblog posts?

RIP, remark part. A pattern we have seen over the past a number of years continues its downward slope: 82% of readers who took half within the survey by no means touch upon posts.

When requested for the explanations why they by no means remark, we noticed some frequent responses:

“I have nothing to add.”

“It wouldn’t add value.”

“I’m still learning.”

“I never comment anywhere.”

“I don’t have enough time.”

“Follow-up questions go unanswered.”

“I read posts in the RSS feed.”

“English isn’t my first language.”

“I’m not signed in.”

Weblog remark sections and boards was the place for online conversations, so this drop in engagement actually alerts the top of an period. Nonetheless, these considerations additionally give us some areas of enchancment, like working with our authors to be extra responsive and enhancing remark accessibility. However sorry to those that want to not sign up — with out that gate, we might be inundated with spam.

In distinction, right here had been the explanations for commenting:

“I have a question.”

“I have a strong emotional connection to the material.”

“I strongly agree or disagree.”

“I want to add my personal experience or advice.”

We undoubtedly encourage readers who do have questions or considerations to proceed commenting!

What, if something, would you prefer to see totally different concerning the Moz Weblog?

Exterior the responses alongside the traces of “No changes! Keep up the good work!” for which we thanks, these had been the highest asks from readers:

Extra considerate suggestions from and interplay with authors.

Extra selection and variety in our writer pool.

Extra video content material.

Extra particular case research, checks, and experiments.

Extra step-by-step guides with actionable insights displaying learn how to clear up issues.

Potential to filter or categorize by talent degree.

Variety in location (outdoors the US).

These are nice strategies, a few of which we have already begun to deal with!

We additionally acquired just a few responses alongside the traces of “keep your politics out of SEO”, particularly referencing our Black Lives Matter assist and our posts on variety. To these involved, I’ll reiterate: human rights exist past politics. Our understanding of the experiences our co-workers and shoppers have had is crucial to doing good, empathetic work with and for them. The Moz Weblog will proceed our apply of the Moz TAGFEE code in response to those ongoing points.

What our readers wish to see

Which of the next subjects would you prefer to be taught extra about?

Survey respondents may select a number of subjects from the record beneath of their solutions, and the most-requested subjects look similar to 2017. A noticeable shift is within the need for cell Search engine optimization content material, which dropped from being requested in 33% of responses in 2017 to only underneath 20% in 2020.

In 2020, we actually had extra content material addressing the broader marketing trade and native SEOs impacted by the pandemic. To raised deal with the relevancy concern talked about earlier, the highest 4 core Search engine optimization topics of on-page Search engine optimization, key phrase analysis, hyperlink constructing, and analytics (all included in over 50% of responses) will turn out to be weblog priorities in 2021.

Which of the next varieties of posts would you most prefer to see on the Moz Weblog?

The way in which readers wish to eat these subjects hasn’t modified a lot in any respect within the final three years — the will for actionable, tactical insights is as robust as ever, with the request for instruments, ideas, and strategies remaining at 80% of respondents. A majority of these posts have been and can stay our go-to transferring ahead.

COVID-19

Transferring into our final and latest part for the survey, we requested readers questions concerning the best way through which they eat Search engine optimization-related content material throughout the COVID-19 period.

Has your consumption of Search engine optimization-related content material modified attributable to COVID-19?

Solely 34% of respondents stated that their consumption of Search engine optimization-related content material had modified on account of the pandemic, a quantity we anticipated to be larger. It is encouraging to see that so many readers had been capable of keep a way of normalcy on this space.

Of those that did see a shift, these had been the most typical the reason why:

Job loss and job searching

Shift to do business from home and being online 24-7

E-Commerce trade shifts

On-line engagement shifts and rating and visitors drops

Lack of shoppers and constricting budgets

Extra time to learn paired with much less time or alternative to implement learnings

Would any of the next subjects be useful for you on account of COVID-19 impacts?

Alongside those self same traces, the most well-liked matter requested on account of COVID-19 impacts with 27% of responses was monitoring/reporting on visitors and rating drops. Content material and marketing methods throughout a disaster got here in shut second and third, with 24% and 21%, respectively.

The solutions to those questions present us that pivoting our content material technique in spring 2020 to deal with areas of concern was useful for a few third of our readers, and possibly contributed to the relevancy concern for the opposite two-thirds. We’ll proceed to incorporate these subjects (on a smaller scale) till we see the opposite aspect of this disaster.

What occurs subsequent?

Main takeaways

You requested, and we hear you. Transferring into 2021, we’ll be writing on extra technical, core Search engine optimization subjects together with points on the enterprise aspect of Search engine optimization. We’ll even be constructing out our Whiteboard Friday collection to supply extra recent video content material. And as all the time, we’ll attempt to give you actionable insights to use to your day by day work.

Given the steep decline in remark part engagement, we’ll be encouraging our authors to be extra attentive to questions, and to work together with you on social media. Ensure that to observe Moz on Twitter, Instagram, Facebook, and LinkedIn to remain up-to-date with the weblog and our visitor authors.

Lastly, keep tuned, as subsequent 12 months we’re planning UX enhancements to our weblog CMS to deal with usability and accessibility considerations.

My real thanks goes out to these readers who took the time to provide us their suggestions. It’s immeasurably worthwhile to us, and we’re wanting ahead to making use of it to all of the superb content material we’ve got coming your method in 2021.

Have a secure and wholesome vacation season, Moz followers, and comfortable studying!

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holytheoristtastemaker · 4 years

Quote

Introduction Marketing is important for your career. I don't have to justify this; according to a recent survey I saw, 91% of you already agree. The more common doubt people have is in their ability to market themselves well. They see "Tech Celebrities", and then they look at themselves, and they say: "I'm not like that, when I put out a blogpost I don't get a billion likes," or "I don't want to be like them, that seems hard." The mistake here is equating Marketing with Celebrity. It's like saying your favorite restaurant shouldn't bother trying because McDonald's exists. They're two different (but related) things! You are a product. You work really hard on making yourself a great product. You owe it to yourself to spend some time on your Marketing even if you don't want to be a "Celebrity". Like it or not, people want to put you in a box. Help them put you in an expensive, high-sentimental-value, glittering, easy to reach box. Preferably at eye level, near Checkout, next to other nice looking boxes. It's not that hard to be better than 95% of devs at Marketing. The simple fact is that most devs don't do the basic things that people tell them to do. I think this has two causes: It's not code. Code is black and white. Marketing is shades of gray. A lot of advice is very generic. "Blog more". Devs often need more help transpiling Business Talk to actionable instructions. Let me try. You Already Know What Good Personal Marketing Is You may not feel confident in practicing good marketing, but you should realize you are being marketed at ALL. THE. TIME. Therefore you can be a world class expert in marketing that resonates with you. Step 1 is identifying the kind of marketing you already agree with. That's the kind that you can practice - not that other scammy, sleazy, invasive, privacy destroying kind. You've almost certainly already benefited from good marketing - by finding out about something from someone somewhere, that registered a hook in your mind, that eventually drove you to check it out, and now you cannot function without it. And you certainly want to benefit in the other direction - you want to be that thing that others find out about from someone somewhere. You want to register hooks in people's minds. You want to drive people to check you out. And you want people to prioritize working with you. One constraint you have that other marketers wish they had, is that you don't have to market to the whole world. You can target specifically the audiences you want to work for, and no more than that - meaning, as long as you are well-known in those circles, you don't need a public presence at all. Your conversion rate will be higher, and your stress probably lower (as will be your luck surface area). Personal Branding The topic of Marketing Yourself is pretty intertwined with Personal Branding. If you're like me, you've never really thought about the difference until right now. Think of yourself as a plain, unmarked can of soda. Branding would slap distinctive logo and colors on the can. And then Marketing is responsible for getting you, the freshly minted can of Coca Cola, in front of people. Branding is the stuff that uniquely identifies you. Marketing just gets your awesome in front of people. Of course, it helps marketing to have strong branding. This is why they are correlated. In fact, the strongest branding creates its own market. You don't want a laptop, you want a Macbook. You don't want an electric vehicle, you want a Tesla. I could list more examples, but I trust you understand. It's really easy to sell to a market in which you are the only seller. Almost literally shooting fish in the barrel. Nobody can compete with you at being you. The other wonderful feature of personal branding is that it is entirely up to you to create stuff that uniquely identifies you. There's no store somewhere from which you pick a brand off the shelf and put it on like a new coat. You create it from thin air, with the full dimensionality of all human personality has to offer. 7 billion humans on Earth doesn't even come close to exhausting the possible space of unique selling points you can pick. Picking a Personal Brand Your Personal Brand is how people talk about you when you're not in the room. So naturally, one way to start picking a brand is to listen to the one people naturally chose for you. Caution: you may not like what you hear! That's ok! That's what we're trying to fix. Personal Anecdote Time! If you can get a friend to tell it to you straight, good. If you can get some people on a podcast talking about you without you there, good. Or, like me, you can accidentally eavesdrop on a conversation. I swear I did this unintentionally - the first time I found out I had established an incredibly strong personal brand was when I was at a house party with 20 friends and friends of friends. While in a small group, I overheard someone behind me talking about me. They introduced me as "that guy that preaches Learn In Public". Then, at a later hour, I heard another person introduce me without me there. Then, again, when joining a new group, a third person introduced me the exact same way. I don't consider myself a personal branding expert. But I understood instantly that I had pulled off a very important feat - which was to write so much about a topic that multiple people instantly associate me with that topic. It's not critical that they say it in the exact same way, as that can be a bit creepy/culty, but it's good enough to use the same terms. If you want a more relatable example, think about how you would introduce your list of 5 people to a colleague, and compare that with how your 5 people introduce themselves. Anything But Average There are other aspects of my personal brand that don't get as much attention. But I bring it up front and center when it is relevant. I changed careers at 30. I used to be in Finance. I served as a Combat Engineer in the Army. I am from Singapore. I speak Mandarin. I've written production Haskell code. I sing Acapella. I am a humongous Terry Pratchett fan (GNU Terry Pratchett). I love Svelte and React and TypeScript. I am passionate about Frontend/CLI tooling and developer experience. I listen to way too many podcasts. The list goes on. But I have this list cold. I know exactly what parts of me spark interest and conversation. Therefore I can sustain interest and conversation longer, and people know when to call on me. You should keep a list too - know your strengths and unfair advantages. What I do NOT consider my personal brand is the stuff that doesn't differentiate me at all. For example, when asked about my hobbies, I deflect extremely quickly. I identify as a "Basic Bro" - I have my PS4, and Nintendo Switch, I like Marvel movies and watch the same Netflix shows you watch. Just like the million other Basic Bros like me. Totally basic. Totally boring. NOT a personal brand. In fact anything not "average" is a good candidate for inclusion. In particular: Diversity is strength. Adversity is strength. Weakness is strength. Nothing is off limits - the only requirements are that you be comfortable self identifying with your personal brand, AND that it evokes positive emotions as a result. I'm serious about that second part - You don't want trolling or outrage or cruel sarcasm to be your brand, nor do you want to bum people out all the time. Entertain, Educate, Inspire, Motivate instead. Identity + Opinions What I did accidentally, you can do intentionally. A nice formula for a personal brand is Identity + Opinions. A personal brand based solely on who you are, doesn't really communicate what you're about. A personal brand based solely on what you do, is quite... impersonal. People like knowing a bit of both, you should give it to them. You can be: the Mormon that teaches JavaScript Testing the Theater Nerd that loves Cloud Computing the Knitter that encourages Accessibility the Pianist that evangelizes State Machines (thanks to schwayse on my livestream for suggesting this one) In the right circles, there are exactly 1 person for each of these I just listed. I don't even have to say who they are. Identity doesn't have to be so personal if you're uncomfortable with it. Professional affiliations work. You can be "That Applitools Gal that created Test Automation University" or "That Googler that maintains RxJS" or "That Coursera Guy that loves GraphQL". It's just a little awkward when you eventually leave. I really want to give you more hints on this, but I'm afraid if I gave more examples I might limit your imagination. Don't even take this formula as a given. It's just one template. Consistency Humans love consistency. Developers REALLLLY love consistency. Here's an idea of how much Humans love consistency. We often want people who are famous for doing a thing, to come on to OUR stage, and do the thing. Then they do the thing, and we cheer! Simple as that. There's so much chaos in the world and having some cultural touchstones that never change is comfort and nostalgia and joy bundled up into one. Here's Seth McFarlane being prodded to do the voice of Kermit the Frog and Stewie from Family GUy - something he's done a billion times on a billion talk shows - but he does it anyway and we love it anyway. We LOVE when people Do The Thing! Similarly, when we market ourselves, we should be consistent. People love seeing the same names and faces pop up again (Caveat: you should mainly be associated with positive vibes when you do this). I recommend taking consistency to an extreme level. We used to do this offline with business cards. Online, our profiles have become not only our business cards, but also our faces. The majority of people who see you online will never see you in person. In most platforms, your profile photo is "read" before your username. Your username is in turn read before your message. Your message is read more than any link you drop. And so on. Therefore I strongly recommend: Photo. Take a good photo and use the same photo everywhere. A professional photographer is worth it, but even better can be something with a good story, or an impressive venue. If possible, try to show your real face, and try to smile. This puts you ahead of ~50% of users already who don't understand the value of this. Companies spend millions on their logos - why shouldn't you spend some time on it? We are irrationally focused on faces, and we really like it when people smile at us. Thankfully, because it's just a photo, it costs us nothing to smile at everybody all the time. It's a really easy way to associate your face with positive emotions. And when we see you pop up on multiple different platforms with the same face, we light up! The emotion completely transfers, and the branding is nonverbal but immediate. Real Name. Show your real, professional name if possible, unless your username is your working name. This works especially well in anonymous platforms like Reddit and Hacker News, because you are taking an additional step of de-anonymizing yourself. People respect this. Username. Your username should be your name if possible (so people can guess it), or failing which, something you intimately identify with. You should probably have the same one on most platforms, so that people can find you/tag you easily. Some, like myself, will simply use their usernames as their working names for ever. This can be a branding opportunity as well, similar to how music artists adopt mononyms and how fighter pilots adopt callsigns. Words. You should consistently associate yourself with a small set of words. Where a bio is allowed, you should have those words prominently displayed. For example, it doesn't take a lot to show up whenever SVG Animation or React and TypeScript are mentioned. You can set Google Alerts or Tweetdeck filters for this, and before long you'll just get associated. When you have your own words, like a catchphrase or motto, and it catches on, that is yet another level of personal branding. You will have made it when people start making fun of you. I'm not 100% serious, but I'm at least a little bit serious: Can people make memes of you? If so, that's a personal brand. All this personal branding will be 10x more effective when you have a Domain. You Need a Domain You Need a Domain. I mean this in both ways: Set up a site at yourname.com that has all your best work Pick a field that you are About. The first is hopefully obvious - instead of putting all your work on a platform somebody else owns, like Twitter, YouTube, LinkedIn or other industry blog, have it primarily discoverable on your site/blog. This builds your site as a destination and lets you fully control your presentation and narrative - even off-site, on Google. Having a distinctive site design is yet another point of personal branding that, because you are a dev, costs basically nothing. People come to my site and they remember my scrollbars. But the second meaning deserves more introspection: I am asking you to plant your flag. Put up your personal bat signal. Planting Your Flag I used to have a very crude, kinda sexist name for this idea: "Be The Guy". This is because I noticed how many guys were doing this: The Points Guy is the Internet's pre-eminent authority on travel perks (It is now also a 9-figure business - pandemic aside) The RideShare Guy is who Wall Street called upon when Uber and Lyft IPO'ed Science communicators have definitely caught on to this. Neil deGrasse Tyson always introduces himself as your Personal Astrophysicist. But he's completely owned by Bill Nye - The Science Guy! If you skim over "the Guy" as a gender neutral shorthand, the actually important thing about having "a Guy" is that you look better just by "Knowing a Guy". Listen to Barney Stinson brag in How I Met Your Mother: You know how I got a guy for everything?... My suit guy, my shoe guy, my ticket guy, my club guy, and if I don't have a guy for something I have a Guy guy to get me a guy! This effect is real and it is extraordinarily powerful. Just by "having a guy" for something, you suddenly feel no desire to overlap with that person's domain. You can now focus on something else. And, to the extent you do that, you are now utterly dependent on "having a guy". You're also extremely invested in your "guy" being as successful and prominent as possible, so that you look better by association. It should strike you now that being someone's "guy" is very valuable, and that this also scales pretty much infinitely. You get there by planting a flag on your domain, and saying, this is what I do. People want expertise. People want to defer to authority. People don't actually need it all the time, they just want the option just in case. People love hoarding options. You can satiate that latent insecurity indefinitely. Most people also define "expertise" simply as "someone who has spent more time on a thing than I have" (The bar is depressingly low, to be honest. People should have higher standards, but they just don't. This is a systematic weakness you can - responsibly - exploit.) Picking A Domain You don't need to get too creative with this one. You want to connect yourself to something important: Maybe something people deal with daily but don't really think about too much (especially if they know they are leaving something on the table, like airline points - it is easy to make money from helping people unlock free money). Maybe something people only deal with once in a blue moon, but when they do it REALLY hurts (so you gain unfair expertise by specializing in having repeated exposure to rare events across multiple customers). There are a bunch of these, so to narrow down even more, look out for something you disproportionately love. Look for your own revealed preferences - search a topic in Slack or Twitter and see how often you talk about it. Look up your own YouTube watch history. An ideal domain for you is something that seems like work to others but you have fun digging into. With everything you love, there are things to hate. Find something within what you love, that you are ABSURDLY unsatisfied with. That love-hate tension can fuel you for years. For any important enough problem, there are plenty of experts. Do you feel like you haven't narrowed enough? Shrink your world. Be an internal expert at your company for your domain. This also helps you focus on things that bring value to a company, and therefore your career. It's also a very natural onramp to being an external expert when you leave. Claiming Your Domain Picking your domain is 90% of the journey. Most people don't even get that far. To really clean up, be prolific around that domain. Show up. To every conversation. I kind of joke about this as "High Availability for Humans". By showing up consistently, you become part of the consideration set. Humans don't have room for a very wide consideration set. It's usually 2. If we make lists and try really hard, we can get up to 10 (see: the Oscars). Think about the last time you purchased soap. You probably buy 1 of 2 brands of soap. But there are 100 on the shelves. They just weren't in your consideration set. So they never stood a shot. So your goal, as a brand, is to make it in. You do that by being Highly Available. By the way, we also have huge Availability Bias when it comes to recall. We conflate "first to your lips" with "being the best". We're also really good at backwards justifying what we just called the "best" by pulling up a bunch of bullet point reasons that have nothing to do with being "first to your lips". (Did I mention we like consistency?) It's your job to earn the right to be the best (and to define what that means), but also entirely within your control to be considered the best, which is what claiming your domain looks like. Give Up Freedom - For Now The flip side of planting your flag is you shouldn't plant it anywhere else. People like to see commitment. It implies, and usually does mean, that you have no choice but to be a domain expert. You signal commitment by giving up optionality. This is 100% OK - what you lose in degrees of freedom you gain 10x in marketing ability. The secret is - and don't tell anyone - that if you pick a Domain and it doesn't work out, you can still pivot if you need to. Nobody's going to hold it against you, as long as you don't pivot too often. If you really aspire towards more general prominence, you will find a much easier time of it if you first prove yourself in a single Domain. Blogging Blogging is usually mentioned up there in the "Marketing for Developers" space. I will always encourage you to blog - but don't fool yourself that pushing a new post every month alone will do anything for you by itself. There's just a lot of generic, scattershot advice about how you should blog more. These are usually people trying to sell you a course on blogging. (Except Steve Yegge!) The fact is Blogs gain extra power when they are focused on a Domain. CSS Tricks is a well known blog in the Frontend Dev space, and, as you might guess, for a long time it's domain was entirely CSS tricks. (It's expanded since then). Like everything else you follow, it's all about Signal vs Noise. Blogs let you get more juice out of that Domain Name you own, by constantly updating it with fresh content. You can also use it to feed that other most valuable online business asset: your email list! Overall, it is just a good general principle to own your own distribution. Twitter is a form of microblogging. It lets you export data easily and your content shows up on Google without an auth wall. All good things. But you're still subject to a feed. Definitely not a distribution you own - but it can be worth it to make the Faustian bargain of growing faster on a platform (like Twitter) first, then pivoting that to your Blog/Mailing list when you have some reach. Growing a Blog/Mailing list from zero with no other presence is hard. Marketing your Business Value vs Marketing your Coding Skills Business Value A large genre of "Marketing for Developers" advice basically reduces you to an abstract Business Black Box where your only role and value to the company is to Grow Revenue or Reduce Cost (or Die Trying?). I call this Marketing Your Business Value. This is, of course, technically correct: Technology is a means to an end, and ultimately your employer has to make ends meet and justify your salary. It is especially in your interest to help them justify as high a salary as possible. Have at your fingertips all the relevant statistics, data, quotes, and anecdotes for when you solve major product pain points, or contributed a major revenue generating/cost saving feature. You should be able to recite your big wins on demand, and frame it in terms of What's In It For Them, because you will probably have to. Managers and Employers are well intentioned, and want to evaluate you fairly and objectively, but often the topic of your contributions comes up completely without warning and out of context, and you want to put yourself on the best footing every time. Consider this Applied Personal Branding - success is when your boss is being able to repeat everything you say you've done to her boss, to advocate for you as fullthroatedly as you should do yourself. If you can, get it down to a concise elevator pitch - Patrick McKenzie is fond of citing a friend's Business Value as "wrote the backend billing code that 97% of Google’s revenue passes through.” Enough said. Coding Skills Unfortunately, this is not at all helpful advice for people who have yet to make attributable business impact through their work: Code Newbies and Junior Devs. Sometimes, even as a Senior Dev, you are still trying to market yourself to fellow Devs. These two situations call for a different kind of marketing that is underexamined: Marketing your Coding Skills. To do this other kind of marketing, you basically have to understand the psyche of your target audience: Developers. What are they looking for? There are explicit requirements (those bullet points that companies list on job descriptions) and implicit requirements (subconscious biases and unnamed requirements). You can make it very complicated if you want to, but I think at the core Developers generally care about one thing: that you Do Cool Stuff. Some have an expansive definition of Coding Skills - even if you've done something totally unrelated, they'll easily assume you can pick up what you need later. Others need something closer to home - that you've Done Cool Stuff in a related tech stack. If you're marketing yourself for employment, then the Risk Averse will also want to know that you have also Covered Your Bases - That, alongside the upside potential of hiring you because you've Done Cool Stuff, the downside risk of you being a bad hire is minimized. Do you know Git? Can you solve FizzBuzz? Is your code an unreadable, undocumented mess? This is covered if you have shepherded a nontrivial project from start to finish, and have people you can ask for references. If instead you're just marketing your projects and ideas, then downside matters less - it's easy to walk away. The definition of Cool really depends on your taste, but people's interests are broadly predictable in aggregate. If you look at tech sections of popular aggregator sites like Reddit and sort by, say, most upvoted posts in the past Year, you can see patterns in what is popular. In fact, I've done exactly that for /r/reactjs! Even if your project is less visual, and more abstract, you still need to explain to the average programmer why your project is Cool - it solves a common/difficult problem, or it uses a new technology, or it has desirable performance metrics. The best Cool Stuff will be stuff you have been paid money for and put in production, and that people can go check out live. If you don't have that yet, you can always Clone Well Known Apps (automatically Cool) - or win a Hackathon (check out Major League Hacking) - or Build Your Own X from Scratch, another popular developer genre. Portfolios vs Proof of Work Usually the advice is to assemble your Cool Stuff in a Portfolio. Portfolios do 2 good things and 2 bad things: Portfolios display your work easily and spells out the quick takeaways per piece - You control your narrative! Portfolios help you diversify your appeal - if one project doesn't spark interest, the next one might! In this sense it is most like a Stock Portfolio - you're diversifying risk rather than adding upside. Portfolios look skimpy without quantity - meaning you can feel forced to Go Wide instead of Go Deep, Quantity over Quality. Portfolios overly bias toward flashy demos (which doesn't really help if you're not trying to focus on Frontend Dev/Design) You can and should buy designs if design isn't a skill you're trying to market - it gives your projects an instant facelift which is generally worth multiples of the

http://damianfallon.blogspot.com/2020/04/how-to-market-yourself.html

#SEO #Local SEO training

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marie85marketing · 7 years

Text

3 Kissmetrics Populations Content Marketers Can Use to Measure Marketing and Retention

Content is basically infinite. Run a Google search for a/b testing and you can spend the rest of your life reading about it.

So in this proliferation of content, it’s retention, attention, and engagement that are key for content marketers. It’s our goal to get visitors to our content, ideally more than once, and eventually get them to convert in some way.

Converting usually starts at the very top of the funnel, by giving eBooks, webinars, email courses, newsletters, content upgrades, etc. Then they’ll be put through a drip campaign to eventually, hopefully, signup or request a demo.

Before we begin, it’s important to be aware of what Kissmetrics Population is, what it does, and who it’s for. This video will explain it:

Now, let’s get into some Populations Content Marketers can set up.

1. Reader Retention

You probably have about 10 websites you visit regularly. Most of them you visit daily, but some others you’ll visit every other day.

I regularly visit Axios, ESPN, the Kissmetrics Blog (of course), New York Times, Drudge Report, Twitter, and ScienceDaily. I’m an engaged visitor on these sites because I visit them regularly. The publishers love a visitor like me because I am traffic, pageviews, and ad dollars for them. And most of all, they get a piece of my attention everyday.

Wouldn’t you love it if your blog was on someone’s “top 10” list? They read your blog posts, download your eBooks, and you’ve become a trusted source for them. Some may call you a “thought leader” (as much as I dislike that term).

Most marketers use cohort reports to measure retention. These reports group people together based on similar attributes and then track their behavior overtime. This can uncover some useful data. There are also “engagement” metrics that can be measured by any actions a reader may take – reading a post, commenting, sharing it on social networks. These can be easily measured with a simple funnel report.

But what about simply tracking the number of people that have visited your blog at least x times during the last week, and then have a graph to see if it’s going up, down, or holding steady?

Populations will do exactly that. You’ll set your conditions (what people have to do enter the Population) and view the graph.

In our case, we’ll set our criteria to people who have visited the blog at least 10x in the last 7 days:

We’ll click View population and get our data:

At the top, we see that there are currently 187 people in our Population. The graph provides us with a week-by-week performance overview. This Population has improved modestly, up about 2% from 90 days ago. It’s ultimately held steady over the last 90 days, staying in the 150-200 range.

What’s important here is to view this in context. Let’s say you have 10,000 monthly readers and your Population holds steady at 1,000. In this case, you know that about 10% of readers are engaged with your content. But if you have 1,000,000 monthly readers, than that 1k Population is less impressive and may signal that you need to create more engaging content that people want to read and consistently check to see what you’ve published.

2. Signups & Conversions

At the end of the day what we want are signups or some form of conversion. A blog that gets 5 million visitors a month but doesn’t convert is about as good as not having a blog at all.

We’re graded not just on traffic, nor on reader engagement, but on how effective our content is at bringing quality leads to our sales teams. HiPPOs care most about this and it’s our job to produce relevant content that brings our target audience in, and then converts them.

You may already be tracking your conversion rate with our Metrics feature, but it’s also useful to use Populations to get an idea of the amount of people that are moving from reader to converter.

Now, the question is what a “converter” is. Each team will differ. Some marketers want an email address so they can convert this reader into an opportunity through a drip campaign. Others will qualify a free trial request as a conversion. E-commerce companies may having adding an item to the cart or purchasing as their conversion.

Regardless of what you’ll count as a conversion, it’s easy to track it in Kissmetrics and Populations.

You’ll notice that in this configuration, we’re looking for the people who visited the blog and then signed up. They cannot visit our marketing site, sign up, and visit our blog because they need to visit the blog before signing up. If they visited the marketing site, the blog, and then signed up, they’ll be included in this Population.

Not good. It’s down 20% from where it was 90 days ago. We need to figure out why this happened.

In some cases, this can be caused by a/b tests that caused a drop in conversions. In other cases a traffic dip will cause conversions to drop. (As long as the conversion rate percentage holds steady). We’ll need to look at our traffic to see if there was a dip that would correlate with this Population drop. If not, we’ll have to dig deeper to see what could be causing it.

3. Visited Blog x Times But Haven’t Converted

Engaged readers are great, but if we’re not converting them to our content upgrades, webinars, eBooks, or even signing up, then we’re not doing a good job marketing our content (or product).

This Population tracks the number of people that visit your blog many times each week, but never convert. It’s simple to set up, just enter your criteria as “people who visited blog at least x times in the last 7 days and have not converted.”

This will do exactly as it says – track how many people are visiting the blog regularly without converting. We can expect this Population to go up with traffic increases, but if it shows a trendline above overall traffic, that might indicate that we’re not converting our readership.

Let’s view our Population:

So about a 22% increase compared to 90 days ago. As in all Populations, these numbers need to mean something in context. If our overall traffic has remained flat, we can try some new tests to get more of our regular readers converting. Maybe some retargeting will help (which would link to a landing page for an eBook) or other tactics that can drive conversions – exit-intent popups, content upgrades, etc.

Conclusion

As a customer engagement automation platform (CEA), Kissmetrics is made to help you analyze, segment, and engage your online audience. Request a demo today to learn more.

About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.

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samiam03x · 7 years

Text

3 Kissmetrics Populations Content Marketers Can Use to Measure Marketing and Retention

Content is basically infinite. Run a Google search for a/b testing and you can spend the rest of your life reading about it.

Before we begin, it’s important to be aware of what Kissmetrics Population is, what it does, and who it’s for. This video will explain it:

Now, let’s get into some Populations Content Marketers can set up.

1. Reader Retention

You probably have about 10 websites you visit regularly. Most of them you visit daily, but some others you’ll visit every other day.

But what about simply tracking the number of people that have visited your blog at least x times during the last week, and then have a graph to see if it’s going up, down, or holding steady?

Populations will do exactly that. You’ll set your conditions (what people have to do enter the Population) and view the graph.

In our case, we’ll set our criteria to people who have visited the blog at least 10x in the last 7 days:

We’ll click View population and get our data:

2. Signups & Conversions

At the end of the day what we want are signups or some form of conversion. A blog that gets 5 million visitors a month but doesn’t convert is about as good as not having a blog at all.

You may already be tracking your conversion rate with our Metrics feature, but it’s also useful to use Populations to get an idea of the amount of people that are moving from reader to converter.

Regardless of what you’ll count as a conversion, it’s easy to track it in Kissmetrics and Populations.

Not good. It’s down 20% from where it was 90 days ago. We need to figure out why this happened.

3. Visited Blog x Times But Haven’t Converted

Engaged readers are great, but if we’re not converting them to our content upgrades, webinars, eBooks, or even signing up, then we’re not doing a good job marketing our content (or product).

Let’s view our Population:

Conclusion

As a customer engagement automation platform (CEA), Kissmetrics is made to help you analyze, segment, and engage your online audience. Request a demo today to learn more.

About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.

http://ift.tt/2gn73Bv from MarketingRSS http://ift.tt/2hRfipQ via Youtube

#MarketingRSS

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filipeteimuraz · 7 years

Text

3 Kissmetrics Populations Content Marketers Can Use to Measure Marketing and Retention

Content is basically infinite. Run a Google search for a/b testing and you can spend the rest of your life reading about it.

Before we begin, it’s important to be aware of what Kissmetrics Population is, what it does, and who it’s for. This video will explain it:

Now, let’s get into some Populations Content Marketers can set up.

1. Reader Retention

You probably have about 10 websites you visit regularly. Most of them you visit daily, but some others you’ll visit every other day.

But what about simply tracking the number of people that have visited your blog at least x times during the last week, and then have a graph to see if it’s going up, down, or holding steady?

Populations will do exactly that. You’ll set your conditions (what people have to do enter the Population) and view the graph.

In our case, we’ll set our criteria to people who have visited the blog at least 10x in the last 7 days:

We’ll click View population and get our data:

2. Signups & Conversions

At the end of the day what we want are signups or some form of conversion. A blog that gets 5 million visitors a month but doesn’t convert is about as good as not having a blog at all.

You may already be tracking your conversion rate with our Metrics feature, but it’s also useful to use Populations to get an idea of the amount of people that are moving from reader to converter.

Regardless of what you’ll count as a conversion, it’s easy to track it in Kissmetrics and Populations.

Not good. It’s down 20% from where it was 90 days ago. We need to figure out why this happened.

3. Visited Blog x Times But Haven’t Converted

Engaged readers are great, but if we’re not converting them to our content upgrades, webinars, eBooks, or even signing up, then we’re not doing a good job marketing our content (or product).

Let’s view our Population:

Conclusion

As a customer engagement automation platform (CEA), Kissmetrics is made to help you analyze, segment, and engage your online audience. Request a demo today to learn more.

About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.

Read more here - http://review-and-bonuss.blogspot.com/2017/10/3-kissmetrics-populations-content.html

0 notes

ericsburden-blog · 7 years

Text

3 Kissmetrics Populations Content Marketers Can Use to Measure Marketing and Retention

Content is basically infinite. Run a Google search for a/b testing and you can spend the rest of your life reading about it.

Before we begin, it’s important to be aware of what Kissmetrics Population is, what it does, and who it’s for. This video will explain it:

Now, let’s get into some Populations Content Marketers can set up.

1. Reader Retention

You probably have about 10 websites you visit regularly. Most of them you visit daily, but some others you’ll visit every other day.

But what about simply tracking the number of people that have visited your blog at least x times during the last week, and then have a graph to see if it’s going up, down, or holding steady?

Populations will do exactly that. You’ll set your conditions (what people have to do enter the Population) and view the graph.

In our case, we’ll set our criteria to people who have visited the blog at least 10x in the last 7 days:

We’ll click View population and get our data:

2. Signups & Conversions

At the end of the day what we want are signups or some form of conversion. A blog that gets 5 million visitors a month but doesn’t convert is about as good as not having a blog at all.

You may already be tracking your conversion rate with our Metrics feature, but it’s also useful to use Populations to get an idea of the amount of people that are moving from reader to converter.

Regardless of what you’ll count as a conversion, it’s easy to track it in Kissmetrics and Populations.

Not good. It’s down 20% from where it was 90 days ago. We need to figure out why this happened.

3. Visited Blog x Times But Haven’t Converted

Engaged readers are great, but if we’re not converting them to our content upgrades, webinars, eBooks, or even signing up, then we’re not doing a good job marketing our content (or product).

Let’s view our Population:

Conclusion

As a customer engagement automation platform (CEA), Kissmetrics is made to help you analyze, segment, and engage your online audience. Request a demo today to learn more.

About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.

3 Kissmetrics Populations Content Marketers Can Use to Measure Marketing and Retention

0 notes

kyliealejandra · 7 years

Text

How Predictive Analytics Tools Empower Real-Time Decision-Making

As the owner of a small e-commerce shop, you’re always searching for the latest and greatest products. Recently, one product line was featured on a popular show and sales skyrocketed overnight. Your website is one of three that carries this product, so you’re inundated with new customers. But being new to this business, you’re unsure when you should order more stock (and how much to order). It would also be helpful if you had greater insight into whether you should hire new staff and seek additional warehouse space. If only you could predict sales!

This got you thinking about something one of your developers recently mentioned: Predictive Analytics (PA).

Predictive analytics hold the power to transform your business, allowing you to gain key insights that can improve your bottom line. You’ll have the data you require to anticipate the needs of your customers, your company’s IoT-enabled equipment and machinery, or your latest marketing campaign. The net effect can be dramatic, as you can save time and money while boosting efficiency, improving user experience and enhancing your employees’ satisfaction levels.

According to a Forbes Insights study, 86% of users report a tangible bottom line benefit as a direct result of predictive analytics. Although this technology is under-utilized because just 13% of those surveyed felt their company was fully taking advantage of advanced predictive analytics. So how can you harness the power of PA to elevate your company to the next level?

What is Predictive Analytics?

Predictive analytics data can be generated using a number of different technologies and approaches, including stats and modeling, data mining, machine learning and artificial intelligence. At the most basic level, this technology collects and analyzes data, then makes a prediction using this information.

Predictive analytics differ from traditional analytics in one major way: timeframe. Traditional analytics are collected in real-time and while you can see past data sets, you can’t predict the future. PA interfaces make a data-driven projection, which can be updated as more data is collected.

How Are Companies Using Predictive Analytics Tools?

One of the most familiar examples of PA technology involves social media networks such as Facebook, which offers friend and page recommendations based on your current social circle and interests. Facebook’s algorithm examines the data, identifies trends and patterns, then makes recommendations.

Facebook has a wealth of data that can be leveraged in some intriguing ways. For example, Facebook data scientist Bogdan State conducted a study examining the relationship status of users between 2008 and 2011. It was determined that pairs who are listed as a couple on Facebook have a high chance of a successful long-term relationship if they remain “Facebook official” for three months or longer. About half of all couples who stayed “in a relationship” for more than three months had a fifty percent chance of seeing their relationship last four years or more.

This study examined just one attribute, but Facebook has dozens of additional data points that could lead to precise predictions (versus a mere probability or “likelihood”). This is where sophisticated predictive analytics algorithms are useful, as they quickly identify the patterns and correlations required to make accurate projections.

Social media is just the tip of the analytics iceberg, as predictive analytics can be advantageous for businesses in a variety of industries and applications. Consider the following uses for PA:

A manufacturer can issue preventative maintenance directives for IoT-enabled machinery. The system may monitor a filter’s efficiency and note when it decreases over time. The PA system can record this information and once a sizable data set is obtained, the algorithm will be able to effectively predict when efficiency will drop to an unacceptable level. Your system may then issue a filter replacement alert for technicians before efficiency drops off.

A marketing firm can maintain and grow their reach. Forbes reports that marketers who use predictive analytics are “2.9 times more likely to report revenue growth” at a rate that exceeds the industry average. These individuals are also more than 2.1 times more apt to “occupy a commanding leadership condition in the product/service markets they serve.”

A video streaming service can generate recommended films or shows. Netflix and Hulu are already using PA technology. This type of algorithm identifies which shows or movies users are most likely to enjoy based on their viewing history, thus increasing engagement and customer loyalty.

An online shop can offer product recommendations. Your company’s e-commerce platform can be outfitted with a PA system to boost sales. The system collects data on browsing and purchase history and makes recommendations based on this information. This can improve sales when the shopper is shown items he or she finds appealing.

These examples illustrate how predictive analytics can be utilized on a continual, rolling basis, but this data is also useful for making real-time business decisions, both large and small. For instance, Boston Regional Medical Center recently implemented a new system called Hospital IQ, a PA-based interface that collects information such as time of day, staffing levels, patient numbers, room occupancy and wait times—all key indicators when evaluating the hospital’s overall efficiency. The Hospital IQ algorithm processes this info and offers a recommendation on how many rooms, nurses and doctors are required during times of peak demand.

UI Optimization Using Predictive Analytics

If you’re developing a mobile app, you’ll find predictive analytics can be an essential tool for engaging users and optimizing your application. SevenTablets’ predictive analytics engine collects a variety of data points from your mobile app, then analyzes them in order to make determinations such as:

Are your users engaged?

How often are your users utilizing the app?

What are your app’s strong points?

What are your app’s weak points?

Which features/functions are the most popular?

Which features/functions are the least popular?

How are specific elements of the app interface impacting user experience?

Is your app helping or hurting your company?

Our PA engine derives and analyzes data on all these points, serving up solid, data-driven projections and recommendations. This info allows you to pinpoint areas of your app that should be modified for enhanced conversions and higher engagement levels. Alternatively, the data may enable you to identify the perfect time for to a flash sale or ideal opportunities to send out news and notifications.

SevenTablets’ talented team of mobile app developers are available to integrate predictive analytics into your app in whatever way will best benefit your business. For instance, if you’re seeking an enterprise app for monitoring and managing your company’s IoT-enabled machinery, our developers can integrate a PA interface to monitor key data points. The app can be configured to issue maintenance recommendations, alerts following decreased efficiency or any other notifications your company would find useful.

In addition to working with clients in DFW where SevenTablets is headquartered, we also maintain regional offices in Austin and Houston, TX, although our clientele spans the nation. Our world-class mobile app developers take great pride in their work, including our STAX open source app development platform, which cuts development timeframe and costs by as much as 35% to 40%. We predict you’ll be pleased with the end result. Contact SevenTablets today to learn more about our service offerings.

The post How Predictive Analytics Tools Empower Real-Time Decision-Making appeared first on SevenTablets.

from SevenTablets http://seventablets.com/blog/predictive-analytics-tools-empower-real-time-decision-making/ from Seven Tablets,Inc https://seventabletsinc.tumblr.com/post/164601506383

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seventabletsinc · 7 years

Text

How Predictive Analytics Tools Empower Real-Time Decision-Making

This got you thinking about something one of your developers recently mentioned: Predictive Analytics (PA).

What is Predictive Analytics?

How Are Companies Using Predictive Analytics Tools?

Social media is just the tip of the analytics iceberg, as predictive analytics can be advantageous for businesses in a variety of industries and applications. Consider the following uses for PA:

UI Optimization Using Predictive Analytics

Are your users engaged?

How often are your users utilizing the app?

What are your app’s strong points?

What are your app’s weak points?

Which features/functions are the most popular?

Which features/functions are the least popular?

How are specific elements of the app interface impacting user experience?

Is your app helping or hurting your company?

The post How Predictive Analytics Tools Empower Real-Time Decision-Making appeared first on SevenTablets.

from SevenTablets http://seventablets.com/blog/predictive-analytics-tools-empower-real-time-decision-making/

0 notes

fatemawrites · 7 years

Text

Binge-Watching: The Socially Acceptable Addiction

Even as I sit here writing this post about binge-watching, I find myself craving the escape. I haven't eaten dinner and there is no one around to demand my attention: two perfect prerequisites for jumping into a TV show. This habit is one I've honed over the years: heat up food, turn on the TV or log onto a streaming service, eat and wile away the hours. Intentions such as, "I'll only watch one episode" don't matter. Self-regulation, the process of organizing self without outside intervention such as another person demanding your attention, slowly dissipates. A 20-40 minute affair slowly becomes 3, 6, or, at the very worst, 9-12 hours.

I've struggled with binge-watching for two decades now. Before the age of DVDs and streaming services, I watched hours and hours of television after school and well into the night. It was easy to justify: I was home alone often with nothing to do; I excelled in school, so I never had to study too hard and frequently finished my homework at school. TV became a perfect escape from boredom.

In rural Bangladesh where I grew up, watching TV was a community event. My family and most of our neighbors did not own a TV, so we would all gather together at the home of the one neighbor who had a set. Sitting on the floor in front of the TV, surrounded by people, I felt completely safe from inappropriate touches and sexual abuses, something that was a reality in other settings. During that time, TV became a safe haven.

Later in America, my passion for TV led me to fanfic, where TV shows never went on haitus, and fandoms (online communities) provided much needed connection in an otherwise isolated existence. Fandoms were a source of affirmation, validation, and encouragement. Actively participating in fandom, I made friends, exercised my creativity, and learned skills that continue to serve me today. TV became a gateway for learning and connection.

As my life became more complicated, binge-watching TV became a private affair. I watched hours and hours of TV on my own, often actively disliking watching TV with others. Under the demands of a rigorous undergraduate curriculum, I disengaged from fandom and watched TV to "relax" and "reset." This went on after I graduated from college, started a demanding job, entered a toxic relationship, exited said relationship, and embarked on a long journey to heal from childhood sexual abuse. TV was a constant companion, marking the lows and loneliness.

Studies have demonstrated that watching excessive amounts of TV has deleterious effects on physical and mental health. Binge-watching is an inherently sedentary activity that can lead to obesity, diabetes, and heart disease. It's also been connected to sore, tired eyes; insomnia or a reduction in quality sleep; depression; loneliness; and anxiety. To these studies, I would add my own observations and experiences: binge-watching contributes to anti-social behaviors, reduction of will power (often in the form of procrastination and dissolving of self-regulation), complacency (as individuals and citizens of a democratic society), and numbing of creativity. I also think it's correlated with binge-eating.

Despite these negative health effects, binge-watching is celebrated. We proudly declare our intention to binge-watch ("So excited for this series on Netflix; that's gonna be my weekend") and drop binge-watching into small talk ("I binge-watched all ten seasons in two weeks"). Companies encourage us to binge-watch, dumping thousands of hours of content onto their platforms each month, with 26-32 year olds subscribing to an average of three video streaming services. Internet and media giants are also banking on the epidemic, encouraging us to "binge on".

"Binge," a traditionally negative word that means to do something in excess, has become positive. Imagine if we were to treat binge-drinking or binge-eating the same way. Statements such as "My plans for the weekend are to binge drink" or "I was binge-drinking for two weeks straight" would never be socially acceptable; if anything, it would signal that there's a problem at hand, a person in need of an intervention. Yet, the same does not apply for binge-watching. Why?

I've come to justify it in a couple of different ways. We have been brainwashed to think TV is a "relaxing" activity worthy of excess. When this rationale fails and I dare to acknowledge binge-watching as a problem, I think, "Who am I harming?" This harming-no-one mentality clearly excludes myself, but knowing that I am not harming others makes it acceptable (the same logic does not apply to binge-eating, however, but that has more to do with sizeism and is out of the purview of this post). But at the end of a "binge-a-thon" when I'm left with anger (at myself, at the world, at life), emptiness, dissatisfaction, and depression, I have to face the reality: I, along with 70% of Americans, have an addiction problem.

So, what does an addict (and a society of addicts) have to do to recover? If we treat binge-watching the same way we treat alcoholism, then we might get to a healthy medium. As a society, we need to stop glorifying binge-watching and stop marketing campaigns that encourage this behavior. Streaming services need to do more than flash "Are you still watching?" signs. Perhaps they should flash a warning, informing people of the negative effects of binge-watching. App developers could design an app that allows viewers to set their own limits within a 24-hour period, which if reached, blocks access to the subscription service.

As individuals, we need to define for ourselves what healthy relationship to TV looks like. I have tried curbing my binge-watching only to come to the realization that going cold-turkey is probably the only way for me. Much like an alcoholic, there is no middle ground, no one-drink limit. I am either on the wagon or off.

Once we define a healthy relationship, we can employ some of the following strategies to stay healthy:

Exercise mindfulness. Binge-watching numbs us, allows us to disconnect and disregard our surroundings and circumstances. One way to re-engage is to exercise mindfulness. Practice pausing and looking around the room. Take in the details. Even a few seconds of this can shift us out of autopilot.

Turn off autoplay. This will help with exercising mindfulness.

Practice positive affirmations, such as "I release the need to binge-watch television." Positive affirmations can help reprogram the brain.

Create a check-list of things you can do instead of binge-watching, and then do it. This check-list can include things like: close your eyes, breathe, count to ten, and repeat three times; call a friend; get up and drink a glass of water; stretch. Do these things after pausing the video (if the video is playing, you won't be mindful and these strategies won't work).

Keep a list of changes you notice when not binge-watching TV. You might notice that you have more energy or you feel more focused. Reading this list later can also help keep you on track.

Dive deep and examine the real reasons for binge-watching. Binge-watching fulfills a need, feeds a fear. Examine these reasons closely. What challenge is being avoided? What feelings are not felt? What is being delayed, pushed out, or missed?

Watch out for harder-to-track replacements, such as excessive social media usage or shorter videos (the YouTube spiral). Sometimes, one addiction can be replaced with another. Stay alert to these changes.

One study on binge-watching has found that an hour of TV can shorten life by 22 minutes. From where I'm standing, that's a scary finding and one that warrants considerable consideration. How much life are we willing to lose? As for me, my journey has started anew: today is day one of no-binging. Hopefully tomorrow leads to equal success.

#binge watching #addiction #recovery

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tainghekhongdaycomvn · 7 years

Text

How "Message Match" Can Lift Conversion Rates by 212.74% [Case Study]

Posted by bsmarketer

Google offered to build a free mobile website for our past client. But rather than take them up on that very generous offer, they hired us to rebuild it for them (at about $20,000+ times Google’s initial estimate).

Smart or dumb?

The problem is that shoving an outdated legacy design onto a smaller screen won’t fix your problems. In fact, it’ll only amplify them. Instead, the trick is to zoom back out to the big picture. Then it’s a fairly straightforward process of:

Figuring out who your customers are

What they want

And how they want it

That way, you can align all of the critical variables (thereby making your "messages match") in order to improve their experience. Which, if done correctly, should also improve your bottom line; in the end, our client saw a 69.39% cost per conversion decrease with a 212.74% conversion rate lift.

Here’s how you can do the same.

How AdWords pricing works

AdWords is an auction. Kinda, sorta.

It's an auction-based system where (typically) the highest bidder receives the best positions on the page. But that’s not always the case. It’s possible for someone to rank in the coveted 1–2 positions above you and actually pay less per click than you. (Not to mention convert those people at a higher percentage once they hit your site — but we’ll leave that until later.)

Any marketer worth their salt knows what’s coming up next.

The Quality Score begins to dictate effective pricing. It’s not the end-all be-all PPC metric. But it’s a helpful gauge that lets you know if you’re on the right path to prosperity and profits — or not. It’s a blend of several factors, including the expected click-through rate, ad relevance, and landing page experience. Ad Rank is used in conjunction to determine position based on an ad’s performance. (That’s the 30-second explanation, anyway.)

Years ago, Larry Kim analyzed Quality Score in-depth to determine just what kind of impact it had on what you pay. You should read the full thing. But one of the key takeaways was this:

Note that if your Quality Score is below average, you'll basically pay a penalty — up to 64% more per conversion than your average advertiser. In a nutshell, for every Quality Score point above the average 5/10 score, your CPA will drop by 16%, on average. Conversely, for every Quality Score point below the average of 5/10, your CPA will rise by 16%.

(Image source)

Fast forward to just a few months ago, and Disruptive Advertising’s Jacob Baadsgaard analyzed their 2,000+ AdWords accounts (with millions in ad spend) to filter out a similar analysis. They ended up with strikingly similar results:

In fact, our results are strikingly similar to those reported by Larry Kim. If your quality score increases by 1 point, your cost-per-conversion decreases by 13% (Larry puts it at 16%). If your quality score decreases by 1 point, your cost-per-conversion increases by 13%.”

(Image source)

Coincidence? Unlikely.

But wait, there’s more!

Jumping platforms for a second, Facebook introduced a "Relevance Score" recently. AdEspresso analyzed 104,256 ads over a 45-day period and saw a similar correlation between a higher Relevance Score and lower CPC rates. The inverse is also true.

(Image source)

Okay. Three different analyses, by three different people, across two channels, with three similar results. What can we learn from this?

That the alignment of your ads, your keyword or audience targeting, and your landing pages significantly influence costs (not to mention, eventual results). And what’s the one underlying concept that affects these?

Your "message match."

How to get message match right

Oli from Unbounce is a masochist. You’d have to be anyway, in order to spend a day clicking on 300 different paid ads, noting message match along the way.

The final tally?

98% of the 300 ads Oli clicked on did NOT successfully match. That’s incredibly bad, as this doesn’t take any PPC ninja skills. All it takes is a little attention to detail. Because what is message match?

You use the same headline, description or value proposition, and image from your ad:

(Image source)

And include those same elements on the landing page people visit:

(Image source)

Sure, you probably don’t want to use clip art in your ads and on your landing pages in 2017, but at least they've got the basics down.

When you think about this concept holistically, it makes perfect sense. In real life, the majority of communication is nonverbal. Fifty-five percent, in fact, comes down to your expressions, gestures, and posture.

Online you lack that nuance and context. It’s difficult (if not impossible) to strike the same emotional chord with a text-only headline limited to 25 characters as you can through audio and video. It (literally) pays to be as specific and explicit as possible. And while it could take hours to distill all of this down, here’s the CliffsNotes version.

Step #1: Your audience/keywords

AdWords generated about 68% of Google’s revenue in 2014. Last year they made $75 billion. So we’re talking billions with a B here.

A lot of that comes down to a searcher’s (1) intent and (2) urgency, where you bid on classically bottom-of-the-funnel keyphrases and convert ~2–10% of those clicks.

(Image source)

(Facebook’s kind of a different beast, where you instead build a funnel for each step.)

Even though it sounds trite, the best ways to come up with keyphrases is a deeper understanding of what makes your potential customers tick (besides doing the obvious and dropping your competitor’s domain name into SEMrush or SpyFu to see what they’re all bidding on).

A nice, actionable example of this is The Ad Grid from Digital Marketer, which helps you figure out which potential "hooks" should/would work for each customer type.

(Image source)

From there, you would obviously hit the keyword research market with your Keyword Explorers and SEMrushes and then distill all of your information down into one nice, neat little package.

Again borrowing from the excellence of others, my favorite approach would be single-keyword ad group (SKAG) from Johnathan Dane at KlientBoost.

For example, one Ad Group would have a single keyphrase with each match type, like the following:

Broad: +marriage +proposal +planners

Phrase: “marriage proposal planners”

Exact: [marriage proposal planners]

This, unsurprisingly, seems time-consuming. That’s because it is.

Don’t worry, because it’s about to get even worse.

Step #2: Your ads

The best way to scale your PPC ad writing is to create a formula. You have different variables that you mix-and-match, watching CTRs and other metrics to determine which combination works best.

Start with something simple, like Johnathan + Klientboost's example that incorporates the appropriate balance of keyphrase + benefits + action:

(Image source)

For bottom-of-the-funnel, no-frills keyphrases, sometimes simple and direct works best. You don’t have to get overly clever with reinventing the wheel. You just slap in your keyphrase in that little headline space and try to emphasize your primary value prop, USP, or benefit that might get people to click on your ad instead of all the others that look just like it.

Ad writing can get difficult and messy if you get lost in the intangible fluffiness of jargon.

Don’t.

Instead, focus on emphasizing concrete examples, benefits, and outcomes of whatever it is you’re advertising. Here are some of Digital Marketer's hooks to borrow from:

How does it compare the before and after effect?

How does it make them feel emotionally/?

How (specifically) does it improve their average day?

How does it affect their status or vanity?

Is there quantifiable proof of results?

What’s the expected time to results (i.e. speed)?

You can then again strip away the minutia by boiling everything down to variables.

For more reading on this topic, here’s a deeper dive into scaling PPC ad writing on WordStream.

Step #3: Landing page

Okay — here comes the fun part.

Marketing efforts in general fail when we can only (or are only allowed) to make surface-level changes. Marketing doesn’t equal just advertising, after all.

Made a ton of updates to an AdWords account? Great. You’ll still struggle until you can take full control over the destinations those ads are sending to, and create new dedicated pages for each campaign.

In an ideal world, each of your SKAGs created above would have their own specific landing page too. If you’re good at math, that landing page total in your head just jumped another 5X most likely. But as we’ve alluded, it’s worth it.

You start with a single new landing page template. Then think of each element as its own interchangeable variable you can mix and match (get it?). For example, the headline, hero image, bullet points and CTAs can evolve or update for one type of customer:

And be quickly duplicated/cloned, then switched out for another to increase message match as much as possible:

Perfect. Another incredibly time-consuming task to add to your list to get done this week.

Fortunately, there are a few tricks to scale this approach too.

Possibility #1: Dynamic Text Replacement

Unbounce’s ready-made solution will allow you to create a standard landing page, and then automatically (or dynamically) switch out that content based on what someone just searched for.

You can enter these dynamic text fields using their visual builder, then hook it up to your AdWords account so you literally don’t have to lift a finger.

(Image source)

Each section allows you to specify default text to use (similar to how you’d specify a fallback font for all browsers for example).

Possibility #2: Advanced Custom Fields

This one requires a little bit of extra leg work, but it makes technical people smile.

My company used Advanced Custom Fields + Flexible Content to create these variable options on the backend of WordPress pages, so we (and clients) can simply mass-produce unique content at scale.

For the example used earlier, here’s what switching out the Hero section on the earlier landing page example would look like:

Click and upload an image to a pre-formatted space. Select a few radio options for page placement. Easy-peasy.

Here’s what the headline and subhead space looks like:

Now making changes or updates to landing pages (to get message match right) takes just a few seconds per page.

We even build out these options for secondary calls-to-action on a page as well, like footer CTAs:

This way, with the click of a button, we can set up and test how different CTA options might work.

For example, how does simple and direct...

…compare with one of the hooks that we came up with in a previous step?

For extra credit, you can combine these customizable features based on your inbound traffic segmentation with your exit intent (or overlay) messaging.

How increasing PPC message match drives results

So back to the results.

After updating the ad account and making major modifications to our client’s landing page infrastructure, here’s what improved message match can deliver (in a competitive industry with mid-five figure monthly spend).

In 2015, before all of this work, the cost per converted click was $482.41 and conversion rate across all accounts was only 4.08%.

During the same 30-day period in 2016 (after all of this work), the cost per converted click fell to only $147.65 and the conversion rate jumped to 12.76%.

That means way more leads, for far less. And this just scratches the surface, because in many cases, AdWords conversions are still just leads. Not true sales.

We haven’t even discussed post-lead conversion tactics to combine all of this with, like marketing automation, where you would combine the same message match approach by sending targeted content that builds on the same topics or hooks that people originally searched for and converted on.

Or layering in newer (read: less competitive or expensive) options like Facebook, automatically syncing these leads to your aforementioned marketing automation workflows that are pre-configured with the same message match in mind.

The possibilities are endless, and the same laser-focus on aligning message match with each channel has the potential to increase results throughout the entire funnel.

Conclusion

When a sale is moved from offline to on, we lose a lot of the context for communication that we commonly rely upon.

As a result, the focus tends to shift more towards clarity and specificity.

There’s no greater example than looking at how today’s most popular online ad platforms work, where the costs people pay are directly tied to their performance and ability to "match" or align their ads and content to what people are looking for.

Clever vs. clear?

Who cares — as long as your messages match.

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swunlimitednj · 7 years

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How "Message Match" Can Lift Conversion Rates by 212.74% [Case Study]

Posted by bsmarketer

Smart or dumb?

Figuring out who your customers are

What they want

And how they want it

Here’s how you can do the same.

How AdWords pricing works

AdWords is an auction. Kinda, sorta.

Any marketer worth their salt knows what’s coming up next.

Years ago, Larry Kim analyzed Quality Score in-depth to determine just what kind of impact it had on what you pay. You should read the full thing. But one of the key takeaways was this:

(Image source)

Coincidence? Unlikely.

But wait, there’s more!

(Image source)

Okay. Three different analyses, by three different people, across two channels, with three similar results. What can we learn from this?

Your "message match."

How to get message match right

Oli from Unbounce is a masochist. You’d have to be anyway, in order to spend a day clicking on 300 different paid ads, noting message match along the way.

The final tally?

You use the same headline, description or value proposition, and image from your ad:

(Image source)

And include those same elements on the landing page people visit:

(Image source)

Sure, you probably don’t want to use clip art in your ads and on your landing pages in 2017, but at least they've got the basics down.

Step #1: Your audience/keywords

AdWords generated about 68% of Google’s revenue in 2014. Last year they made $75 billion. So we’re talking billions with a B here.

A lot of that comes down to a searcher’s (1) intent and (2) urgency, where you bid on classically bottom-of-the-funnel keyphrases and convert ~2–10% of those clicks.

(Image source)

(Facebook’s kind of a different beast, where you instead build a funnel for each step.)

A nice, actionable example of this is The Ad Grid from Digital Marketer, which helps you figure out which potential "hooks" should/would work for each customer type.

(Image source)

From there, you would obviously hit the keyword research market with your Keyword Explorers and SEMrushes and then distill all of your information down into one nice, neat little package.

Again borrowing from the excellence of others, my favorite approach would be single-keyword ad group (SKAG) from Johnathan Dane at KlientBoost.

For example, one Ad Group would have a single keyphrase with each match type, like the following:

Broad: +marriage +proposal +planners

Phrase: “marriage proposal planners”

Exact: [marriage proposal planners]

This, unsurprisingly, seems time-consuming. That’s because it is.

Don’t worry, because it’s about to get even worse.

Step #2: Your ads

The best way to scale your PPC ad writing is to create a formula. You have different variables that you mix-and-match, watching CTRs and other metrics to determine which combination works best.

Start with something simple, like Johnathan + Klientboost's example that incorporates the appropriate balance of keyphrase + benefits + action:

(Image source)

Ad writing can get difficult and messy if you get lost in the intangible fluffiness of jargon.

Don’t.

Instead, focus on emphasizing concrete examples, benefits, and outcomes of whatever it is you’re advertising. Here are some of Digital Marketer's hooks to borrow from:

How does it compare the before and after effect?

How does it make them feel emotionally/?

How (specifically) does it improve their average day?

How does it affect their status or vanity?

Is there quantifiable proof of results?

What’s the expected time to results (i.e. speed)?

You can then again strip away the minutia by boiling everything down to variables.

For more reading on this topic, here’s a deeper dive into scaling PPC ad writing on WordStream.

Step #3: Landing page

Okay — here comes the fun part.

Marketing efforts in general fail when we can only (or are only allowed) to make surface-level changes. Marketing doesn’t equal just advertising, after all.

And be quickly duplicated/cloned, then switched out for another to increase message match as much as possible:

Perfect. Another incredibly time-consuming task to add to your list to get done this week.

Fortunately, there are a few tricks to scale this approach too.

Possibility #1: Dynamic Text Replacement

Unbounce’s ready-made solution will allow you to create a standard landing page, and then automatically (or dynamically) switch out that content based on what someone just searched for.

You can enter these dynamic text fields using their visual builder, then hook it up to your AdWords account so you literally don’t have to lift a finger.

(Image source)

Each section allows you to specify default text to use (similar to how you’d specify a fallback font for all browsers for example).

Possibility #2: Advanced Custom Fields

This one requires a little bit of extra leg work, but it makes technical people smile.

My company used Advanced Custom Fields + Flexible Content to create these variable options on the backend of WordPress pages, so we (and clients) can simply mass-produce unique content at scale.

For the example used earlier, here’s what switching out the Hero section on the earlier landing page example would look like:

Click and upload an image to a pre-formatted space. Select a few radio options for page placement. Easy-peasy.

Here’s what the headline and subhead space looks like:

Now making changes or updates to landing pages (to get message match right) takes just a few seconds per page.

We even build out these options for secondary calls-to-action on a page as well, like footer CTAs:

This way, with the click of a button, we can set up and test how different CTA options might work.

For example, how does simple and direct...

…compare with one of the hooks that we came up with in a previous step?

For extra credit, you can combine these customizable features based on your inbound traffic segmentation with your exit intent (or overlay) messaging.

How increasing PPC message match drives results

So back to the results.

In 2015, before all of this work, the cost per converted click was $482.41 and conversion rate across all accounts was only 4.08%.

During the same 30-day period in 2016 (after all of this work), the cost per converted click fell to only $147.65 and the conversion rate jumped to 12.76%.

That means way more leads, for far less. And this just scratches the surface, because in many cases, AdWords conversions are still just leads. Not true sales.

The possibilities are endless, and the same laser-focus on aligning message match with each channel has the potential to increase results throughout the entire funnel.

Conclusion

When a sale is moved from offline to on, we lose a lot of the context for communication that we commonly rely upon.

As a result, the focus tends to shift more towards clarity and specificity.

Clever vs. clear?

Who cares — as long as your messages match.

from Blogger http://ift.tt/2ubZbLO via SW Unlimited

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tracisimpson · 7 years

Text

How "Message Match" Can Lift Conversion Rates by 212.74% [Case Study]

Posted by bsmarketer

Smart or dumb?

Figuring out who your customers are

What they want

And how they want it

Here’s how you can do the same.

How AdWords pricing works

AdWords is an auction. Kinda, sorta.

Any marketer worth their salt knows what’s coming up next.

Years ago, Larry Kim analyzed Quality Score in-depth to determine just what kind of impact it had on what you pay. You should read the full thing. But one of the key takeaways was this:

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Coincidence? Unlikely.

But wait, there’s more!

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Okay. Three different analyses, by three different people, across two channels, with three similar results. What can we learn from this?

Your "message match."

How to get message match right

Oli from Unbounce is a masochist. You’d have to be anyway, in order to spend a day clicking on 300 different paid ads, noting message match along the way.

The final tally?

You use the same headline, description or value proposition, and image from your ad:

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And include those same elements on the landing page people visit:

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Sure, you probably don’t want to use clip art in your ads and on your landing pages in 2017, but at least they've got the basics down.

Step #1: Your audience/keywords

AdWords generated about 68% of Google’s revenue in 2014. Last year they made $75 billion. So we’re talking billions with a B here.

A lot of that comes down to a searcher’s (1) intent and (2) urgency, where you bid on classically bottom-of-the-funnel keyphrases and convert ~2–10% of those clicks.

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(Facebook’s kind of a different beast, where you instead build a funnel for each step.)

A nice, actionable example of this is The Ad Grid from Digital Marketer, which helps you figure out which potential "hooks" should/would work for each customer type.

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From there, you would obviously hit the keyword research market with your Keyword Explorers and SEMrushes and then distill all of your information down into one nice, neat little package.

Again borrowing from the excellence of others, my favorite approach would be single-keyword ad group (SKAG) from Johnathan Dane at KlientBoost.

For example, one Ad Group would have a single keyphrase with each match type, like the following:

Broad: +marriage +proposal +planners

Phrase: “marriage proposal planners”

Exact: [marriage proposal planners]

This, unsurprisingly, seems time-consuming. That’s because it is.

Don’t worry, because it’s about to get even worse.

Step #2: Your ads

The best way to scale your PPC ad writing is to create a formula. You have different variables that you mix-and-match, watching CTRs and other metrics to determine which combination works best.

Start with something simple, like Johnathan + Klientboost's example that incorporates the appropriate balance of keyphrase + benefits + action:

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Ad writing can get difficult and messy if you get lost in the intangible fluffiness of jargon.

Don’t.

Instead, focus on emphasizing concrete examples, benefits, and outcomes of whatever it is you’re advertising. Here are some of Digital Marketer's hooks to borrow from:

How does it compare the before and after effect?

How does it make them feel emotionally/?

How (specifically) does it improve their average day?

How does it affect their status or vanity?

Is there quantifiable proof of results?

What’s the expected time to results (i.e. speed)?

You can then again strip away the minutia by boiling everything down to variables.

For more reading on this topic, here’s a deeper dive into scaling PPC ad writing on WordStream.

Step #3: Landing page

Okay — here comes the fun part.

Marketing efforts in general fail when we can only (or are only allowed) to make surface-level changes. Marketing doesn’t equal just advertising, after all.

And be quickly duplicated/cloned, then switched out for another to increase message match as much as possible:

Perfect. Another incredibly time-consuming task to add to your list to get done this week.

Fortunately, there are a few tricks to scale this approach too.

Possibility #1: Dynamic Text Replacement

Unbounce’s ready-made solution will allow you to create a standard landing page, and then automatically (or dynamically) switch out that content based on what someone just searched for.

You can enter these dynamic text fields using their visual builder, then hook it up to your AdWords account so you literally don’t have to lift a finger.

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Each section allows you to specify default text to use (similar to how you’d specify a fallback font for all browsers for example).

Possibility #2: Advanced Custom Fields

This one requires a little bit of extra leg work, but it makes technical people smile.

My company used Advanced Custom Fields + Flexible Content to create these variable options on the backend of WordPress pages, so we (and clients) can simply mass-produce unique content at scale.

For the example used earlier, here’s what switching out the Hero section on the earlier landing page example would look like:

Click and upload an image to a pre-formatted space. Select a few radio options for page placement. Easy-peasy.

Here’s what the headline and subhead space looks like:

Now making changes or updates to landing pages (to get message match right) takes just a few seconds per page.

We even build out these options for secondary calls-to-action on a page as well, like footer CTAs:

This way, with the click of a button, we can set up and test how different CTA options might work.

For example, how does simple and direct...

…compare with one of the hooks that we came up with in a previous step?

For extra credit, you can combine these customizable features based on your inbound traffic segmentation with your exit intent (or overlay) messaging.

How increasing PPC message match drives results

So back to the results.

In 2015, before all of this work, the cost per converted click was $482.41 and conversion rate across all accounts was only 4.08%.

During the same 30-day period in 2016 (after all of this work), the cost per converted click fell to only $147.65 and the conversion rate jumped to 12.76%.

That means way more leads, for far less. And this just scratches the surface, because in many cases, AdWords conversions are still just leads. Not true sales.

The possibilities are endless, and the same laser-focus on aligning message match with each channel has the potential to increase results throughout the entire funnel.

Conclusion

When a sale is moved from offline to on, we lose a lot of the context for communication that we commonly rely upon.

As a result, the focus tends to shift more towards clarity and specificity.

Clever vs. clear?

Who cares — as long as your messages match.

#The Moz Blog Blogger

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