Value Proposition: Free tool to help marketing teams discover their brand’s and products’ value prop

ShareIf you’ve read MarketingExperiments for any length of time or taken classes from our parent research organization, MECLABS Institute, you know that identifying and clearly communicating an effective value proposition can lead to significant business success. But it is a complex topic. So much so that we teach an entire master’s-level course about it — MMC 5435: Messaging Strategy & the Centrality of the Value Proposition — in the University of Florida / MECLABS Institute Communicating Value and Web Conversion graduate certificate program. So when my colleague Steve Stone whipped out a simple Excel tool he created in an internal meeting in which we were working on a value proposition, I thought MarketingExperiments blog readers might find it helpful — a small piece to help your team collaborate on discovering your company’s value proposition and include feedback from all internal, agency, vendor and partner stakeholders in an easy and systematic way. Just click on the link below to download. No email address form fill required. [Download Free Team Value Proposition Tool] Here’s a quick tutorial for using the tool: Step #1: List value proposition statements Brainstorm with your team and list all of the value proposition statements you can come up with. Think broad when you decide who that team should be. As I mentioned, it can be your marketing and advertising agency vendor ecosystem. But include others in the meeting as well who are not only part of your value messaging (i.e., marketing), but part of your value delivery…
Source: Marketing Experiments
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Best Practices Are Often Just Pooled Ignorance: How to avoid this mistake by mapping your customer’s thought sequence

How do we know that our sites are performing at their maximum ability for our given objectives? • Is it because we used A/B testing to get a set of iterative performance bumps? • Is it because we used a focus group to tell us how we can improve? • Is it because we used a supposedly high performance template we saw someone else using? None of these are truly great indicators of maximum performance, but that last one is particularly problematic. As MECLABS Institute’s (MarketingExperiments parent company) Managing Director, Flint McGlaughlin has said in the past, and continues to reiterate, that “best practices on the internet are often just pooled ignorance.” So how can we truly overcome that nagging feeling that our pages are underperforming? The answer is by taking the time to map your customer’s thought sequence and build a digital experience around that map. Only then can we be sure that we’ve made every effort to ensure a page is performing at its maximum potential. In this week’s Quick Win Clinic, Flint talks about seeing through the best practices and into the customer’s thought sequence on a page submitted by Paul from Rosetta Stone.     You might also like: The only graduate education program focused specifically on how to help marketers increase conversion The MECLABS Conversion Analysis Tool – Excel tool to diagnose the problems in your funnel and determine where to test Conversion Rate Optimization: Building to the Ultimate Yes Landing Page Optimization: Simple, short…
Source: Marketing Experiments
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Stop Getting Your News From Facebook – Build Your Own News Platform

“I’m getting sick of all the negative news on Facebook.” Has a friend said this to you? Have you heard more and more of this? Are YOU tired of feeling like the information scrolling down your Facebook feed isn’t what you care about? You can build a simple alternative. What If You Controlled Your Own Attention? Before we all got sucked into the fan blades of Facebook (and I’m not anti-Facebook – I’m just explaining that there’s this other “build it yourself” Internet that came before it and still exists), the blogging revolution was delivered to us via RSS (Really Simple Syndication), largely thanks to internet pioneer Dave Winer. The name of the game was subscribing to blogs. We’d discover these by looking at the blog rolls (lists of other blogs you might like) that were a fixture on the sidebar of our websites. Continue ReadingThe post Stop Getting Your News From Facebook – Build Your Own News Platform appeared first on chrisbrogan.com.
Source: Chris Brogan
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When You Feel Stuck

When you make your own game in life and business, there’s a tight pairing between an opportunity and a problem and it has one word: freedom. When you can do anything, sometimes you lock up and do nothing. Or nothing useful. What should you do when you feel stuck? That Stuck Feeling When faced with freedom, we tend to get into a mental traffic jam. “What should I do?” “There’s so much.” “I’ve got no time.” “I’ve got too much time.” “I don’t have enough customers.” “I have too many customers.” Continue ReadingThe post When You Feel Stuck appeared first on chrisbrogan.com.
Source: Chris Brogan
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Industrial Digital Marketing: How being clear can maximize catalog orders and distributor sales

Digital marketing for industrial products has a specific set of unique challenges. For one, most industrial businesses are way behind the curve in both technology and marketing strategy. And for another, industrial product manufacturers are generally selling on two fronts: • Direct B2B sales • Indirect B2C sales through distribution partners Then there’s the partnerships to be maintained and expanded. Luckily, the same principles of messaging apply, whether you’re trying to get business representatives to call you with product numbers, or customers to walk into your distributor’s stores. In this Quick Win Clinic, Flint McGlaughlin talks about how clarity and credibility in digital messaging on industrial company AIRSEPT’s homepage could improve its metrics.   If you would like to learn more about clarity and credibility, you can talk to one of our graduate-level course concierges. You might also like: Communicating Value and Web Conversion – Scroll to the bottom of the page to watch a full session from our graduate-level certificate program affiliated with the University of Florida Optimizing Software Landing Pages: How to minimize anxiety and maximize conversion in a free download Do Rotating Sliders Work? Optimizing the first 4 to 6 inches of your landing page  
Source: Marketing Experiments
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Sponsored – Staples Back to Business Survey Finds Small Business Owners Are Ready to Rock in 2017

This is a sponsored post on behalf of Staples. All opinions are mine. They just paid me to give YOU my opinions. It’s a win! This survey by Staples came out just as small business owners are getting back to business in 2017. In it, Staples asked small business owners a number of questions to gauge their mindset as 2017 kicks off. And that mindset is pretty positive, according to survey recipients. People plan to hire more staff. They plan to invest more in their business. And though I didn’t take the survey, I agree with the 67% of people who think that business tax reform should be the administration’s top priority this year. As a small business owner myself (there are only three of us here), I still get quite clobbered by taxes and would love the ability to continue thriving as an owner in coming years. Continue ReadingThe post Sponsored – Staples Back to Business Survey Finds Small Business Owners Are Ready to Rock in 2017 appeared first on chrisbrogan.com.
Source: Chris Brogan
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How Sermo increased the opt-in rate for a rented list by 197%

Are rented lists effective? What can I expect for a conversion rate on one? Are my emails even getting read when I rent a list? These are all good questions, and the answer is… It depends. The best we can do is look at what other people have done and try to apply similar principles to our rented email list campaigns. With that in mind, here’s one campaign run by a company called Sermo. Sermo is a physicians-only social network that charges pharmaceutical companies for access to their audience. It begins with a rented list from Fierce Pharma. Sermo wanted to use some survey data that they had gathered from their audience as an opt-in offer for an audience of pharmaceutical companies. Once the audience clicked on the download button, a pop up showed that asked for email and information. Sermo ran several tests with single article emails, and the results came up inconclusive over and over again. What they found, however, when they looked closely at the metrics of those tests is that each campaign’s conversion rate varied widely. That told the team that the main thing affecting the conversion rate on these emails was the content itself. The team hypothesized that if they created a send with different content options in the same email, the opt-in rate might improve significantly. So they created a treatment email and tested it.   They found a significant increase in opt-in rates for people who clicked twice on the email (their most…
Source: Marketing Experiments
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The Town Square and the Marketplace

Now, more than ever before, it’s important that we develop and nurture a platform where we can be heard. At the very same time that these tools become easier and easier to use, the world is more noisy. Add to this the fact that I believe we often forget a very important detail, and that this mistake might be costing you a lot of time wasted for very little return. The Town Square vs The Marketplace In times of old, most towns and villages had a central square. It was where government came to read their announcements, where religious leaders came to preach their doctrine, where scholars came to share their philosophies, and where crazy people came to rant. (Sometimes, one person fit all those categories at the same time.) Continue ReadingThe post The Town Square and the Marketplace appeared first on chrisbrogan.com.
Source: Chris Brogan
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Optimizing Course Product Pages: How to use a research-based methodology to maximize conversion for your education products

Courses are difficult to sell. The product is usually intangible so it takes quite a bit of imagination on the customer’s part to identify exactly what they will get as a result of taking the course. As marketers, the best possible way to sell a course is by doing the hard work of imagining for your customers. Of course, this is much easier said than done. In this Quick Win Clinic, Flint McGlaughlin demonstrates how to optimize a course product page using a tested methodology for optimization. You might also like: Download the free Quick Guide to Conversion Rate Optimization Do Rotating Sliders Work? Optimizing the first 4 to 6 inches of your landing page Ecommerce Optimization in 8 Minutes: How to increase the performance of your category pages with a clear value proposition Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them)
Source: Marketing Experiments
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Get Back On It

I just restarted my use of Trello. I’d fallen off the wagon. I’m about to restart my gym work. I’d fallen off the wagon. It doesn’t matter. Start. Start again. Get back on it. Do the work. If you fall off, don’t pick on yourself. Just get back on. Whiners talk about what went wrong. Winners just get back on it. Continue ReadingThe post Get Back On It appeared first on chrisbrogan.com.
Source: Chris Brogan
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