The Two Customer Conclusions Every Product Launch Should Foster

ShareIn our work with Research Partners, we often get asked about new product launches. Eric Ries talks about product launches in his book The Lean Startup. In that book, he introduces a concept called the minimum viable product. According to Ries: …the minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort… In this video, MECLABS Managing Director and CEO, Flint McGlaughlin, talks about Reis’ idea and provides a simple, two-question framework for determining what your own minimum viable product should be. You might also like: Download the free 30 Minute Marketer: Value Proposition – Learn how to identify and communicate your value proposition Learn more about product development in the Communicating Value & Web Conversion graduate certificate program from the University of Florida and MECLABS Institute Does Your Product Launch Call for a New Brand? 4 Tactics to Protect Your Reputation How an Exhibit Manufacturer’s Product Launch Exceeded Aggressive Sales Forecasts by 38% The MECLABS Conversion Heuristic Applied: How a single-product ecommerce site can optimize its sales with a tested methodology Best Practices Are Often Just Pooled Ignorance: How to avoid this mistake by mapping your customer’s thought sequence
Source: Marketing Experiments
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UX or Design — Where should marketers invest?

Share   There is a problem with the question in the headline above. The problem is it implies a zero-sum game. If you focus on UX or focus on design, you lose either way. The key to any successful message is the combination of the two in service to the customer. In this video, our Managing Director, Flint McGlaughlin, talks about the false dichotomy inherent in the question of UX vs. design. We talk more about this question in the University of Florida/MECLABS Institute graduate certificate program. You might also like: [MarketingSherpa Case Study] Inbound Marketing: How a focus on SEO and imagery increased organic website traffic 97% for a North Carolina community [MarketingSherpa Chart] How purchase experience affects customer satisfaction [MarketingSherpa Case Study] Website Redesign: A 12% increase in average order value with customer-first site design for wholesaler [MarketingSherpa Case Study] Brand Affinity: Mellow Mushroom builds engagement via original content, e-club program [MarketingExperiments Research Partner Brief] How Do Website Colors Impact Conversion? New research reveals 5 critical mistakes designers make with color [MarketingExperiments Research Partner Brief] Rapidly Maximizing Conversion: How one company quickly achieved a 58.1% lift with a radical redesign [MarketingExperiments Research Partner Brief] Images vs. Copy: How getting the right balance increased conversion by 29% [MarketingExperiments Research Partner Brief] The Usability Myth: 4 surprising discoveries we learned after testing the most common usability principles [MarketingExperiments Analysis] Web Usability: The Squint Technique and other insights from your peers [MarketingExperiments Analysis] Web Usability: When should you avoid navigation?
Source: Marketing Experiments
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What I Told the Bloggers at Social Media Marketing World

I wrote this 30,000 feet above the earth. No. I AM WRITING this 30,000 feet up. I just got back from going pee. While I washed my hands, I came up with the first line of my speech for tomorrow. What I Told the Bloggers at Social Media Marketing World If I’ve done it right, this post goes live about 15 minutes into my speech. I’m no Christopher Penn, so it’s likely I’ve done it wrong. But I wanted to tell you about the first line of my speech tomorrow. Or my first lines. It’ll go something like this: Continue ReadingThe post What I Told the Bloggers at Social Media Marketing World appeared first on chrisbrogan.com.
Source: Chris Brogan
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A Splintered Web Gets Even More Fragmented

This morning, after Jacq left for the gym, I spoke to two different bots on my phone. Poncho gave me the weather forecast and a little weird joke. Joy asked me how I was feeling because she wants to help me keep track of my mood and mental health. These are called chatbots and they’re part of one of the new splinters of what used to be called the web. A Splintered Web Gets Even More Fragmented My buddy Martin is all into virtual reality. He met a girl he loves and now they’re going to marry in VR. There are lots of people in Martin’s tribe of “VR will take over the world.” Facebook purchased VR platform company Oculus Rift for 2 Billion dollars. Many people are exploring VR as a new and very important medium for entertainment and communication. Continue ReadingThe post A Splintered Web Gets Even More Fragmented appeared first on chrisbrogan.com.
Source: Chris Brogan
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Dear Alexa – Please Get Smarter – Hurry

I’m very much sold on the concept of voice-driven interfaces for the web. And I know that Amazon Echo (often called Alexa) is a great first foray into how we normal humans (I’m pretending to be normal – shush!) will start getting into this world. But now that I’m totally sold on the idea? Alexa – get smarter now, please. It’s All An Illusion – That’s the First Problem Here’s the real problem. We think Alexa is Jarvis. ( You know who Jarvis is, Right?) It’s not like that. Alexa isn’t really “smart.” She’s just trained rather well to listen to our requests, and several combinations of our words key pre-programmed responses. I know this. You know this. But it’s SO easy to forget. We want her to be smart. Wait. Her. It’s a female voice interface. But it’s not really a “her,” is it? Continue ReadingThe post Dear Alexa – Please Get Smarter – Hurry appeared first on chrisbrogan.com.
Source: Chris Brogan
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Landing Page Optimization: Customer service can be a treasure trove of ideas for LPO

ShareIf you’re engaged in landing page optimization, step back from the analytics for a moment and ask yourself a bigger question — why do we have a landing page in the first place? Sure, you’re selling stuff. Getting leads. Achieving a conversion. Blah blah blah. Yes, that is all true. But, all of those objectives have a fundamental similarity. The objective of a landing page is to help a customer make a decision And yes, that objective usually skews towards the get them to buy/donate to/download something. But by taking a customer-first marketing approach to your landing page, you can see them with a new perspective — not merely what you’re trying to get other people to do, but how can you help them through this decision. One excellent place you can get this information is from customer service. What do customers have questions about? What concerns them? What confuses them? Should your landing page be able to answer these questions? If so, why is there a gap? Hearing from customers in their own words If you work for a very small company or you’re a solopreneur, you may be close enough to the customer to naturally get this information. But if you work for a company of any size, you likely aren’t seeing this information every day. Can you work with customer service call centers and email and chat support to log both recurring topics that customers ask about as well as examples of these customer concerns, questions and frustrations…
Source: Marketing Experiments
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How To Get Started in Videoblogging

People aren’t reading as much as they were, as it turns out. According to a study from the US Bureau of Labor Statistics, Americans are only reading 19 minutes a day. Contrast this with a recent report showing that people are watching over 1 BILLION hours of YouTube video per day. (I know this isn’t apples to apples, but those numbers are both staggering in their own right.) This is one of two reasons why you should consider adding videoblogging to your content marketing plans. How to Get Started With Videoblogging: The Strategy Strategically, this is a marketing effort and should be treated as such. The goal of video blogging is to create media that is more personable and that helps your buyers and prospects connect more with you and your company. In a big company, this means the marketing department owns the creation of these kinds of video assets, but if you’re create video with the employees that people want to actually learn more from, this won’t go far. If you’re a small or solo business, you’re all the departments anyway. Continue ReadingThe post How To Get Started in Videoblogging appeared first on chrisbrogan.com.
Source: Chris Brogan
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Nobody Reads Your Corporate Blog Because It’s Boring

In learning how to build my own news platform, I’ve taken a renewed interest in reading through lots and lots of blog posts every day, searching for trends and interesting perspectives different than mine. In that process, I’ve come to realize something. Nobody Reads Your Corporate Blog Because It’s Boring I’m not the first to say this. It’s been said for years. Really smart people have written books around it. Continue ReadingThe post Nobody Reads Your Corporate Blog Because It’s Boring appeared first on chrisbrogan.com.
Source: Chris Brogan
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Conversion Optimization: How to reduce friction and anxiety in a checkout process you don’t control

ShareEngaging in conversion optimization requires making a modification of some sort to improve conversion. But, what if there are steps in your customers’ buying journey that you can’t control? For example, we often hear from marketers that they don’t really have the time or resources to change their shopping cart in significant ways to improve conversion. Or, if you’re in affiliate marketing, channel marketing, or simply have a go-to-market partner, you might control the beginning of the funnel but have no control over the final conversion. Perhaps you sell a product through third-party stores and distributors and have no control over that process. I was recently in this boat myself. Not only am I a student in the University of Florida/MECLABS Institute Communicating Value and Web Conversion graduate certificate program, but I’ve been working on marketing it before the April 1st application deadline as well. The Optimization Process The first thing I did with the team was map out the customer journey — starting with not knowing anything about the program all the way to enrolling as a student in the program. Now, here was the great irony. Session 2 of the MMC5436 Messaging Methodologies and the Practice of Conversion Optimization course in the program walks through the optimization process and the first, second and third steps you should take. The very first step is reducing friction and anxiety. However, when we looked at the step in the customer buying journey with the most friction and anxiety, there was nothing…
Source: Marketing Experiments
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Start Affiliate Marketing

Affiliate marketing is a way for publishers like you and me to promote products and services that we like and use to the people we serve through our platform. It’s my favorite kind of marketing arrangement because when used appropriately, it’s the perfect match of a person (me) promoting a product they like (made by someone else) to the people that have chosen to give me their attention (you). I want to talk about what it takes to start affiliate marketing. Start Affiliate Marketing Let me state two details at the beginning: there will be affiliate links in this post as there are in lots of my posts. (I disclose that fact on my about page, which is good to do and also the law in the US – more on that later.) Second, these are my simple methods for affiliate marketing. There are far more intelligent and complex ways to do this executed by the really smart people I’ve met at events like Affiliate Summit. Start with me, but if you get really involved in this space, go to that conference. Continue ReadingThe post Start Affiliate Marketing appeared first on chrisbrogan.com.
Source: Chris Brogan
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