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Good morning, evening, whatever time you're viewing this. My name is Norris A. Rowley,
Jr. I'm here. I'm the manager of market research and analytics at iAcquire and I'm here to
talk to you about inbound marketing. We're covering Chapter Eight, Converting Visitors
Into Leads. Basically, we just want to have the people coming to the site to become potential
leads, potential customers and things of that nature. So, we're going to dive into a couple
key takeaways I thought were important in this chapter itself.
First one, conversions that art and science of encouraging site visitors with their business.
Basically, your business focal point should be about conversion. Getting those people
who come to the site and to becoming customers, leads or what have you. Having those people
translate into actual dollar signs at the end of the day.
Another key takeaway. Basically, valuable compelling calls of actions. You want to have
your site to be just like epic, epic in every sense. You want somebody to go to the page
and be like, wow! That page was crazy. Next page, oh, my gosh! It's even crazier than
the next page. You want calls to action. You want something big, pop. You want something
in your face all the time. That's what you want. You want somebody to almost when you
open your laptop just bam! In your face. Boom! Okay, I got punched in the eye. This site
is awesome. That's what you want every time.
Another key takeaway. Easy to use. Your site should be on a level of Sesame Street as far
as usability. Somebody at the age of two should be able to click around and purchase something
on your site. Yes it sounds messed up, but it's actually true. You want your site to
be easy to use. It should be easy to use from somebody who's 5 to 95. It should be seamless
across the board.
A nice key takeaway, predominant. You want your site to pop. You want your site to bam.
You want your site to explode. You want your site to be almost a focal point and when somebody
comes and talks to somebody else about hey, I was on X, Y, and Z. They'll be like, oh
my Gosh! Did you get punched in the face by that site? Oh, my God! I did. That site was
awesome. It was crazy. It was ridiculous. That's what you want on your site. You want
your site to pop, to jump out at the page. Your site should be 3D all the time.
Another key takeaway is action. Your site should have some kind of action, some kind
of what they're promoting. It should be up front. It should not be on the third page,
the fourth page. It should be in your face and on every other page. So, if your call
to action, if your site is about selling things, I shouldn't have to go to the last page to
see that. It should be right there in my face. If you're selling me something, sell me something.
Don't like give me the dog and pony show. I want to be sold on something.
Key takeaway. Mistakes to avoid, Contact Us. No I will not. Do not have that Contact Us
as a big bubble on your site. Nobody's trying to contact you. I'm sorry. Your site is good,
but nobody's trying to holler at you. It's just the truth, okay? That Contact Us is just
something that's just a fail across the board. Conversion on that is this weak, it's weak
sauce, hashtag that.
Another mistake to avoid. Email contacts. People that come to your site, you want to
BC [inaudible 00:03:13]. You want to [inaudible 00:03:14] that person in every way shape or
form. So, having them email you is not ideal. Get the information. Get the information and
just basically log that . . . it might a future lead what have you and also a lot of people,
some people still use Netscape, I'm sorry about that. Some people still use AOL. I see
that data first hand. That's being done America. People are using AOL. Get off of it. It's
being done. People who use those kind of old school platforms, they don't have the new
rich links that can enable them to send an email through their desktop. So, get off of
that. Get the information. Get it from them. Don't rely on customers to give you the information.
Also, one last thing, spammers. They're out there. People just spam you for no reason.
People are just bored. The Internet's full of bored people with no lives. They're going
to spam you for no reason. That's another key takeaway.
Another thing that jumped out at me was optimizing through experimentation. If you notice, this
font is in purple. You know why? Because I like purple. I optimized this white board
and I thought you know what? Purple is the best color to me and that's what she should
be doing. Purple, Comic Sans, your site, boom! Golden. Test it. See what goes on. You never
know what's going to happen. There's no basic rule guide that say hey, we have to have a
real font number 12 on every site. Scratch that. Marvel.com has Comic Sans of like a
million comics a day. They're golden. Comic Sans, purple, do what you need to do.
Test everything that you see is out there. There's no key road to go down and say I need
to do this for my site to be successful. Do anything under the sun because testing and
testing and testing, you're going to be bound to find something that works for you.
Another one. Tracking your progress. You did great last week. Good for you. Do one of these
and keep it pushing. What you need to do is test over a course of a long period of time.
One week's not going to give you reliable data. Track your progress from last year to
next month and see what goes on. See those spikes and see those levels and take note
of what's going on. There might be certain market trends that's happened that you don't
know about. Research that and see what data shows.
Last but not least, be like Google. Not to a certain degree like Google. Don't be people
that's taking over the world for no reason, but be like Google in a sense of test everything,
I mean, anything. You got a dog and a cat on the website, test it. You got some cat
pics, test it. You want purple font, test it. Just keep, test it, test it, test it.
Test everything and anything under the sun because you know what's going to happen? You're
going to figure out one day, holy schnikees.
Fat, purple, Comic Sans font 40 is killing the internet. You know why? Because you tested
it. You figured out, you know what? I got it now. Everybody else is banging your style
like oh, they got the 40 Comic Sans on this site. We got to catch up. No, no, we did it
first and [inaudible 00:06:13] the other head. Forty Comic Sans, here first, boom! That's
yours because you know why? Because you tested it. We see your work. A/B tests, anything
that's under the sun as far as testing wise do it and that's all I have for you today.
This book, extremely helpful. Chapter Eight's a little small, but it gives you some good
tidbits about how to run your site. My name is Norris A. Rowley, Jr. from iAcquire. I'm
out. Peace and hair grease and yes I'm a Nets fan.