Сrowdsourcing is the process of exploring customers’ ideas, opinions, and thoughts available on the internet from large groups of people aimed at incorporating innovation, implementing new ideas, and eliminating product issues. In this article, we’ll uncover how crowdsourcing works and what benefits it brings. We’ll also compare crowdsourcing and crowdfunding, and explore the types and examples. How does crowdsourcing work? With crowdsourcing, companies can collect information from customers and use it to their advantage. Brands gather opinions, ask for help, receive feedback to improve their product or service, and drive sales. For instance, Lego conducted a campaign where customers had the chance to develop their designs of toys and submit them. To become the winner, the creator had to receive the biggest amount of people’s votes. The best design was moved to the production process. Moreover, the winner got a privilege that amounted to a 1% royalty on the net revenue. By using people’s skills, work, and opinions, businesses manage to save their time and resources on developing a product or improving it. Often, people from outside the company can provide brands with amazing ideas, skills, and knowledge they can use to convert more customers and receive bigger profits. Now that you know how crowdsourcing works, it’s time to explore the benefits. The next section will unveil why you should consider this technique for your company. Benefits of Crowdsourcing With crowdsourcing, business owners can reap various benefits, from saved costs to employee salary. However, these aren’t the only advantages. In this section, we’ll review all pros you can obtain after a successful implementation of crowdsourcing. First, this marketing approach helps you find solutions to problems your team has worked on for a long time. These solutions are often out of the box and enable brands to drive customers’ attention fast. Many famous brands rely on experts outside the company to change the usual way of thinking and ideas. New people solve existing problems, provide different solutions, and bring new ideas to a business. As a result, brands gain new approaches to various difficult situations with products and clients. By engaging people outside the company, a business can create marketing buzz around its product. Crowdsourcing causes competition among customers and word-of-mouth marketing. Let’s take Lay’s ‘Do Us A Flavor’ campaign which was widely discussed by people. They encouraged buzz by inviting people to create a new taste for Lay's potato chips. More people were willing to participate in this competition and win it. Customers strived to try the new release. Companies have more customer insights. After gathering data from customers, brands manage to understand customer preferences, needs, and desires. As a result, they can offer personalized solutions. Customer satisfaction increases, and sales rise. Now that you know the pros, let’s proceed to the difference between crowdsourcing and crowdfunding. Since there’s often confusion between these two terms, we need to uncover the difference. Crowdsourcing vs Crowdfunding There’s a big difference between crowdsourcing and crowdfunding, so it’s essential to understand each term in detail. We’ll unveil the distinctive features so that you can differentiate them. Crowdsourcing is a marketing technique that seeks experts outside the company and searches for opinions, customer feedback, and solutions. It helps entrepreneurs get new ideas for their companies and reach their business goals. With the help of experts outside the company, business owners can bring new thoughts and strategies. Crowdfunding is a marketing approach that seeks resources for various projects like charities, startups, and other initiatives. People who contribute to these projects don't expect any money back. Everything is done on a volunteer basis. Examples of such platforms include Indiegogo and Kickstarter, where people can donate money to charities, projects, and individuals. Now that you know the difference, let’s jump into the types. Types of Crowdsourcing There are four main types of crowdsourcing. In this section, we’ll review each of them in detail. Wisdom of the crowd. It’s a collective opinion of different individuals gathered in a group. This type is used for decision-making since it allows one to find the best solution for problems. Many brands pay attention to the collective opinion of their customers because they help bring their businesses new ways of thinking, ideas, and strategies. As a result, the overall performance of a company improves. Crowd creation. This type involves a company asking its customers to help with new products. This way, companies get brand new ideas and thoughts that help a business stand out. For instance, McDonald’s is open to new ideas from its consumers. The famous fast food company asked customers to create their perfect burgers and submit their ideas to the brand. The company released winners’ burgers each week, including the creator's short bio. Crowd voting. It’s a type of crowdsourcing where customers are allowed to choose a winner. They can vote to decide which of the options is the best for them. This type can be applied to different situations. Consumers can choose one of the options provided by experts or products created by consumers. For instance, if a brand asks its consumers to create a new taste, package, or design of a product, other consumers vote to identify the best one. Crowdfunding. It’s when people collect money and ask for investments for charities, projects, and startups without planning to return the money to the owners. People do it voluntarily. Often, companies gather money to help individuals and families suffering from natural disasters, poverty, social problems, etc. Now that you know the types, it’s time to discover the examples. They will inspire you to create your own unique crowdsourcing strategy. Examples of Crowdsourcing Cost and time-efficient crowdsourcing is widely applied by big brands. Companies strive to do everything possible to meet customers’ requirements and they can do it with crowdsourcing. In this section, we’ll unveil several examples that demonstrate how the technique works and review the benefits it brings. Lay's Lay's, the world-known producer of potato chips, created the ‘Do Us A Flavor’ crowdsourcing campaign. The campaign lasted for around ten months and aimed at finding a new universal taste its customers would love. The brand encouraged consumers to think of a new taste of chips they would like to eat. After voting, customers identified ‘Cheesy garlic bread’ taste as the winner of this competition. After its release, Lay's had an 8% increase in sales. Waze Waze is an app that provides users with information about closed roads, traffic jams, and the fastest routes. The company is based on crowdsourcing because it receives current information about traffic from people. Users update the app on closed roads and in traffic jams. Moreover, the platform calculates the average drivers’ speed to identify overcrowded roads. Congrats, now you know what crowdsourcing is and why it’s essential. Hope that our examples inspired you to use this marketing approach for your business.

CTOR or click-to-open rate is an email marketing metric that helps you monitor your subscribers’ engagement with your content. CTOR is a ratio between the number of unique email opens and the number of clicks on the links within your emails. An email campaigns’ efficiency depends on subscriber engagement, the number of recipients, time of the year, and many other factors. The open rate and click-through rate only partially measure user engagement. To have a better idea of how your emails perform, you need to use the click-to-open rate. Why is tracking your CTOR important? CTOR is among the most crucial marketing metrics because it allows marketers to analyze your content quality and understand if it meets user expectations. That’s because this metric only considers users who open emails, thus they are interested from the beginning. If your CTOR shrinks, it means the content is poor or your offers are irrelevant. Let’s analyze the graph provided by MarketingLand, which shows the performance of three different campaigns. Email 3 seems to be the most successful, Email 1 is less effective, and Email 2 is a complete failure. This is true only from the quantitative side of things. If we talk about the content and creative quality measured by CTOR, we can see that Email 2 outperforms Email 1, though it has lower open rates and a lower CTR. That’s because Email 2 has a higher CTOR, thus we know it is more engaging and has more relevant content. Email 2 was sent to a larger mailing list, which included unengaged subscribers. This caused a drop in opens and resulted in a lower click-through rate. By tracking CTOR, you can see that subscribers who opened Email 2 were more engaged compared to the user engagement with Email 1, which was sent to a regular mailing list. If you overlook the CTOR and only analyze CTR, you can miss such a change and misjudge Email 2 as a disaster. However, in most cases, CTOR correlates proportionally to click-through rate. The second graph compares metrics of eight consistent email campaigns. In this case, the CTOR is a reflection of the CTR results. As you can see, this metric can be crucial in some cases, so it’s essential to back up your standard metrics, like open rate and CTR with CTOR. Let’s learn to measure the click-to-open rate. How to Calculate a CTOR To calculate this metric, you need to divide the number of unique clicks by the number of unique opens and multiply by 100 to get a percentage. Here’s the formula for a click-to-open rate: CTOR = № of unique clicks / № of unique opens x 100. If your email has 525 unique opens and 35 unique clicks, the CTOR is 6.67%. Now, let’s find out what to consider a healthy click-to-open rate. What is the average CTOR? Like other email marketing metrics, a “good” CTOR varies from industry to industry. Here’s Campaign Monitor’s report on various industry average metrics, including a click-to-open rate. It claims that the largest CTOR, above 15%, is seen in media, entertainment, publishing, and retail industries. In contrast, the lowest CTOR, below 10%, is seen in automotive, food and beverage, and professional services. Despite the numbers you see in this report, email marketing metrics depend on various factors, including your business size, your mailing list, your unique value proposition, demographics, seasons, etc. It’s okay to know the average showings in your industry, but it’s best to define what a normal open rate, CTR, and CTOR is for your business, and improve your email campaigns with that data. Let’s finish this guide with some actionable tips. 4 Best Practices to Improve Your CTOR Send Relevant Emails Remove Unengaged Subscribers Use Email Design Hacks Use Active Language To improve your click-to-open rates, you need to work hard on the overall quality of your email content. The four following best practices will help you achieve that goal. Send Relevant Emails Collect user data to send personalized and relevant emails to your audience. Find out users’ engagement level, buyer’s journey stage, demographics, and behavior patterns. Based on user actions, like cart abandonment, you can send triggered emails that help you automatically return clients to shopping with your brand. Here’s an abandoned cart email flow created with LIKE.TG. Messages are connected in a series, and each email is automatically sent after a predefined period based on user behavior. Creating such an email only takes four steps with LIKE.TG. Here they are: Create an event and place the code we generate on your website; Create email templates; Set up a series of emails; Add previously created templates to every email in the flow. Here’s an email from Adidas. It has a hilarious heading “Is your WI-FI okay?” and appeals to users’ emotions with social proof — the photos of the product generated by other shoppers. Remove Unengaged Subscribers Inactive subscribers are useless for your business. You only waste resources by sending emails that they won’t read or click through. To identify unengaged subscribers on your email list, segment your audience based on engagement level. Next to the segments of engaged users, you will have one with subscribers that have been inactive in recent months. Reach out to them for the last time and ask if they want to stay in touch with your brand. Such a message is called a re-engagement email. Remove those who ignored this email from your list, and start nurturing those who opened. Here’s a re-engagement email from SkillShare. It aims at returning Premium users with a beneficial, time-sensitive offer and reminds them about all features available for such users. Use Email Design Hacks CTOR helps you check how effective your email design is. Here’s what you need to do to make your emails look professional and trustworthy: Make use of ready-made email templates. With LIKE.TG, you can use over 130 pre-designed responsive templates. Select one based on your goal and customize it to your liking. Another option is to use our drag and drop editor to create stunning email templates. Master mobile-friendly email design. Make your email width 600px, use a short subject line, stick to a single-column layout for your email to be easy to read. Optimize your images for faster loading. Use 13-14px font size so that users can easily tap the buttons. Leave some white space around the CTA to make it more eye-catching. Avoid placing links and menu bars as they are too difficult to tap on a smartphone. Write the subject line properly. Do not use CAPS excessively and note that 30-50 characters is the optimal length for email subject lines since longer ones may not display correctly on tablets and smartphones. Another great option is to use emojis to grab subscribers’ attention and stand out from your competitors in the inbox. Add the perfect preheader. It should be short and to the point. Stick to 40-70 characters. Ideally, your preheader and subject line should complement each other Craft the ideal footer. An excellent footer should contain the brand’s contact details, links to the “About” and “Privacy Policy” pages on your website, social sharing buttons, and an unsubscribe link. Remeber that the last one should be visible and easy to tap on a smartphone. Here’s a well-designed email from Sonos. It has quality images of the product in the interior and close-ups. The copy is short, and the font is large, making it easy to digest. The CTAs are also highly-visible. Check out some email design best practices and improve the visual side of your messages. Use Active Language Only write a powerful copy in your emails. Pay attention to your CTAs since they are a critical factor that makes people click-through your email. Use active language in your calls to action, for instance, “Learn more,” “RSVP now,” or “Download the catalog.” Here’s a great example from a Vanmoof email. It has the classic CTA “Shop now.” It’s yellow and contrasting to the background, and it has a little arrow that draws even more attention to it. Congratulations, you’ve learned what a CTOR is, why it’s important, and got a few tips on improving this metric and your emails. You can send up to 15,000 emails to 500 subscribers each month at no cost with LIKE.TG, so check out our service.

Crowd marketing is a technique that implies using industry-specific forums and social media networks to contact the target audience and directly promote a product. It encompasses a marketer participating in organic discussion related to the company’s unique value proposition. Crowd marketing helps generate leads, encourage referrals, establish brand awareness, improve SEO, and boost traffic. In this article, you’ll discover how crowd marketing works and review its advantages and examples. How does crowd marketing work? Crowd marketing starts with marketers developing the strategy, working out the messages they want to communicate to the target audience, and deciding on the proper channels. These platforms should be quality and with comments available. They include relevant review websites, forums, blogs, QA services, social media platforms, etc. After brand reps choose the platforms and develop the strategy, they interact with the audience on industry-specific forums, review websites, and social media to promote a product. They take part in discussions related to their brands and communicate the company’s value proposition. Companies focus on the distinctive features of their products on forums and review sites. Since these platforms have mass access, brands can reach target audiences and other people who might consider buying from their brands. This way, brand representatives strive to shape positive first impressions, drive interest in a product, build brand awareness, and boost website traffic. As a result, brands reach the masses and increase their customer base. Now that you know how crowd marketing works, it’s time to unveil the advantages you can obtain once you implement crowd marketing. Advantages of Crowd Marketing Startups and large companies need crowd marketing techniques to successfully market their new products or product lines to large groups of people. By submitting reviews on websites and distributing comments and content on forums, brands establish authority and credibility and keep their companies top of mind. Marketers who adopt crowd marketing techniques have the chance to build a loyal following. Companies build brand awareness by using a cost-effective marketing method. With brand awareness, the number of prospects who consider buying a product grows. They visit the company’s website to find out more about your brand and a product promoted on a forum, review site, social media networks, etc. Crowd marketing is perfect for driving brand engagement. It allows marketers to communicate directly with leads, deliver the right message, convey the benefits of a product, share their experience, and prove their point of view. Brands’ representatives leave feedback, impressions, and reviews and drive users’ engagement. Finally, people who want to become customers will visit the company’s website. They’ll explore a product and content and then take the desired action. As a result, the customer base will increase. Now that you know the pros, let’s review some examples to figure out how it works in real life. Examples of Crowd Marketing You can find many amazing examples of brands that successfully implement crowd marketing techniques. Let’s dive in. Creating spaces for customers to leave reviews is critical since they will positively influence prospects’ purchasing decisions. Consider third-party review websites like Yelp, Facebook, Google, Better Business Bureau, and Amazon. Your brand representatives should be highly responsive and interact with customers when they leave both positive and negative reviews and answer their questions. Marufuku Ramen You can find hundreds of reviews of restaurants on Yelp to decide where you want to have breakfast, lunch, or dinner tonight. Customers share their experiences and help others make their choices. For instance, Marufuku Ramen has almost 4000 reviews users can explore. One of the customers felt happy with the ramen served in this restaurant. He shared his opinion about the dishes, and the choice of beverages, and recommended visiting the place. Amazing Lash Studio Amazing Lash Studio effectively implements crowd marketing techniques by providing users with the opportunity to find answers to their questions. If these questions are related to the work of the studio, they will receive a response. Below you can see that a visitor asks about eyebrow correction and its price, and the company’s representative shares the price and also recommends employees that specialize in this field. Companies should manage both positive and negative reviews and Amazing Lash Studio does it well. Below you see negative feedback from a customer who tells about the high price, schedule issues, and problems with eyelashes extension. The business manager replied to the comment and invited this customer to contact the studio and figure out how to make everything right. Crowd marketing techniques bring businesses many benefits in terms of customers, traffic, brand awareness, and authority. Hope our examples will help you make the right decision and leverage different platforms to reach your target audience and connect with them through a direct conversation.

Cross-marketing is a promotional method that implies collaborating with another company or several businesses to increase the target audienceor sales of all parties involved. In this article, we’ll shed light on the benefits of cross-marketing, explain how to choose partners for collaboration, and share some examples of world-known brands that work together. Benefits of Cross-Marketing Cross-marketing is a relatively new promotional technique. It allows brands to join forces and reach common goals. This is possible only when their target audiences are similar in terms of age, social status, income, and needs. If companies develop a well-thought-out cross-marketing plan, they will manage to reap the following benefits: Increased brand awareness and recognition. This can be a goal for both big corporations desperately looking for brand-new approaches and enthusiastic startups. Sales growth. Brands with clear buyer personas and enough data about their clients seek other companies with similar customers. Knowing people’s needs and wants is the key to selling more. Improved credibility and loyalty. If your brand is a leader, source of expertise, and authority in the industry, clients will trust your recommendations. In this case, people will believe that you won’t put your reputation at risk for advertising purposes. Advertising costs reduction. If you collaborate with other brands for common goals, it means that you share both the responsibility and advertising costs. Hence, you can try some advanced and more expensive promotional techniques. Expanding the range of goods.Brands often cooperate to release a joint product, which is common for sportswear and apparel brands. As a result, companies manage to create buzz around their businesses and increase their income. Building long-lasting relationships.Brands that initially plan to conduct an advertising campaigntogether often remain partners for a long time. Such cooperation brings a lot of new customers, joint projects, and support. Now that you know the benefits you can get while implementing cross-marketing, it’s time to learn how to find partners. How to Find Partners for Cross-Marketing Choosing the right partner is the key to successful cooperation. If you only aim to generate more money, your clients will definitely feel that, and your reputation may suffer. Do your best to find a company that shares your values, mission, and philosophy. For example, if you own a cruelty-free brand and collaborate with a company that tests its products on animals, you can completely destroy your reputation. To avoid such fatal mistakes, follow the tips below. Set your goal. It’s vital to be clear and precise about your primary purpose. Avoid setting three or even more goalssince you won’t be able to focus all your efforts on reaching the main aim. For example, if you want to increase your target audience or the number of followers, ask your partner to recommend your company via their email campaigns or publications on social media. Ensure that people realize the value of this recommendation and can easily follow you or subscribe to your newsletter. If you aim to sell more items, consider creating profitable bundleswith your partner’s products. Offer a reduced price to provide customers with an additional incentive. Conduct a thorough analysis of your target audience. Are your customers male or female? Youth or adults? What is their income level? Are they vegetarians, vegans, or animal rights activists? The more information you have, the bigger your chances of understanding the actual value of your product. Consider dividing it into smaller segments for better targeting. This way, you’ll succeed in satisfying the needs of different audience segments. Look for potential partners. Remember thatthe point of cross-marketing is not to compete but to cooperate. Your target audiences need to be similar but not identical, and your products should complement each other. Ask your loyal clients about their favorite brands and companies they would like you to collaborate with. Customers can be interested in this cooperation more than you do if they realize their profits. Make sure that you have a valuable offer for these companies to work with you. Conclude an advertising contract.Sign an agreement to protect both parties and ensure that all conditions are met. It should include all the responsibilities of both companies as well as your expectations and budget. Now let’s check out the brands that work together successfully. Examples of Cross-Marketing Campaigns The most successful corporations include brands from the same segment since their clients can be confused otherwise. Take a look at the examples of brands that implement cross-marketing. Louis Vuitton and BMW The car manufacturer launched the BMW i8 in 2014 and collaborated with Louis Vuitton to promote it. Thefashion brandproduced the four-piece set of suitcases and bags designed specifically for this new car. As a result, both brands increased their recognition and audiences. Burger King and McDonald’s These two competing brands collaborated for a good cause. Burger King, known for its provocative marketing campaigns, encouraged its clients to buy Big Mac from McDonald’s instead of Whopper to raise money for charity. Now you know why brands use cross-marketing and have some inspiring examples and helpful tips at hand. We hope that they helped you make the right choice!

CSAT is a marketing metric that allows business owners to measure their customer satisfaction scores. It’s one of the easiest ways to evaluatecustomer satisfactionwith a product or service. In this article, we’ll consider the importance of CSAT, uncover the difference between this metric and NPS, show you how to calculate the score, and provide some tips on how to improve it. Why is CSAT important? Every business strives to deliver the best customer experience. It helps companies grow, build loyalty, and blow up sales. To learn whether customers are satisfied with their products and services, brands use different types of surveys, for example, NPS and customer satisfaction surveys. CSAT allows companies to improve the customer experience they provide at different stages: acquisition, onboarding, ordering, post-purchase service, etc. All of these stages make up their customer lifecycle, which means that brands monitor this score regularly to ensure a smooth customer journey. Almost every business will have to deal with the problem of customer churn at some point. The good news is that you can predict and prevent it by asking your clients directly if they’re satisfied with your product and service. After analyzing the results, you can act on them and focus your efforts on dissatisfied clients before they leave you. Lastly, regular customer feedback analysis allows businesses to have a clear picture of their position on the market and in clients’ minds. Tracking CSAT regularly enables stakeholders to deliver the best customer experience and reduce their churn rate. It was mentioned that CSAT and NPS are the most popular surveys among companies that help them reveal their clients’ attitudes towards their brands. Let’s take a closer look at each metric. CSAT vs. NPS Customer satisfaction scores enable companies to determine the current level of their clients’ satisfaction with a product or service. Brands can offer this kind of survey to their customers at each stage of their buyer journey and after each touchpoint, for example, after a sale or at the end of their onboarding process. This way, marketers can reveal their weak points and get more point-in-time feedback. NPS stands for Net Promoter Score. This metric allows companies to find out if their customers would recommend the brand to their friends. With NPS, you can discover the number of Detractors (dissatisfied clients) and Promoters (enthusiasts who are ready to recommend the company). With this survey, you can have more insights into the long-term relationships with your customers. The core difference is that very satisfied clients are not necessarily promoters. Hence, NPS is more about measuring your brand loyalty. Now that you know the benefits of CSAT, you might be interested in how to calculate it. How to Calculate CSAT First of all, you need to create a survey to collect feedback. You can provide users with an automated in-app survey that they can take after each interaction with your brand, for example, after a conversation with your customer support agent, after a sale, after creating the first landing pageusingyour service, etc. Take a look at several examples of such surveys. Generally, they ask users if they are satisfied with a product or service. Brandsoftenoffer a 5-point scale to assess the level of satisfaction or dissatisfaction. Canadian fast-food restaurant AW offers its customers to take this kind of survey after each visit. Clients only have to choose happy or sad smiley faces. This survey provides the company with general customer feedback. Starbucks, a world-renowned coffee chain, offers its customers to assess their satisfaction on a 5-point scale. This survey provides a more in-depth look at customer experience. After you receive your clients’ feedback, you need to count the number of all customers who are satisfied and very satisfied. Then, count the number of all users who took your survey. Now you cancalculate your CSAT with the formula below. CSAT = (Satisfied customers/Total customer surveys)*100 The score will be expressed as a percentage. Say, 250 users took your customer satisfaction survey. You used a 5-point scale, so the number of satisfied and very satisfied customersis 135 (45+90). Hence, your CSAT is 54% ((135/250)*100). This result indicates that although the majority of your customers are satisfied, you need to make some improvements. In the next section, we’ll share some tips on how to do this. How to Improve Your Customer Satisfaction Score Follow our tips below to make customer satisfaction a priority for your business. Provide multichannel customer support. People are different, meaning that they solve problems in different ways. You should keep this in mind if you want to satisfy them. If a client needs a consultation, an email won’t be the best choice. Let them call you.Similarly, a chatbot or alive chat can be the best option for customers’ FAQs. With LIKE.TG, you can create a chatbot and a live chat for your website for free. Remember to provide your clients with an opportunity to choose. Provide immediate support. Clients expect businesses to answer immediately. If they fail, customers might choose a competitor. To avoid this issue, provide 24/7 customer support and enough human agents. You can automateyour communication with clients and create a chatbot for Facebook, WhatsApp, andTelegramwith LIKE.TG. This way, you can delegate some routine tasks to a chatbotand let customer care agents solve more complicated issues. Act on feedback timely. Customers appreciate brands that care. To be such a brand, show your clients that their opinion matters. Thank them for their feedback, and fix the issues they have immediately. Create a workflow so that each problem is directed to the department responsible for it. For example, if a client complains about some bugs, report this to your product development team. If a client requests a personalized premium plan, let your customer success team contact them. Monitor complaints regularly to act on them.Clients who are not supported properly often share their negative experiences on social media. This can be very harmful to a brand’s reputation. Use special tools to monitor your brand’s mentions on Facebook, for example. Once you see a complaint, act immediately. Respond to every user, and be thankful for their positive reviews as well. This makes them feel like you care. Offer users customer satisfaction surveys regularly.Regular collection ofclients’ feedback will pay off. You’llbe able to identify their common behavioral patterns, problems, and needs. This information is pivotal for every brand because it provides insights into your performance from firsthand experience. Congrats, now you know why CSAT is important andcan measure and increase it. Make use of LIKE.TG tools for effective communication with clients, and improve your products and services every day!

Cost per lead (CPL) is an advertising pricing modelthat involves an advertiser paying a pre-defined price for eachgeneratedleadto a certain platform during a marketing campaign. This is also a marketing metric that allows companies toevaluatetheir campaigns’ cost-effectiveness. In this article, we’ll explain why cost per lead is important,how it works, share a formula to calculate it, and offer some tips to reduce your cost per lead. Why is it important to know your cost per lead? Businesses rely on this online advertising pricing model todetermine whether this or that campaign is profitable. This metric shows how much money it takes to bring in new leads. Let’s figure out how a cost-per-lead model works. First, you ask a third-party platform to place your advertising on their site. When users click on it, they’re redirected to your site where they need to perform a particular action, for example, sign up for a newsletter, register for a webinar, or buy a discounted item. After they opt in, they become your leads, and the publisher gets a commission. With this metric, you can learn whether you allocate your advertising budget wisely. Hence, you’ll be able to discover the channels that bring you the most leads and reduce investments on less profitable channels. Now that you know why cost per lead is essential, let’s find out how to calculate it to discover the cost-effectiveness of any marketing campaign. How to Calculate Cost per Lead It’s pretty easy. You need to know the number of leads generated (both marketing and sales qualified leads) and the amount of money you’ve spent on this particular campaign. Cost per lead = Total marketing spend/The number of leads generated For example, you’ve spent $600 on an AdWords campaign. It brought you 45 leads, so your cost per lead is $13 (600/45). Compare this price to the price of your average product to discover whether it’s expensive for your business or just right. It’s vitally important to know where your leads come from. Don’t play a guessing game because you can waste your budget. Discover the most profitable channels, and concentrate your resources on them. If the cost per lead seems too high, follow the tips to reduce it. 4Ways to Reduce Your Cost per Lead Follow the tips below to reduce your cost per lead and invest money in your business development. Run retargeting campaigns.You’ve probably noticed that a big part of users who view your products or even add them to their shopping cart leave your website without buying. A complicated checkout, total sum, or even their own business can stop them from converting into a client. Therefore, instead of acquiring new leads, you can drive these users back by providing the last push — a retargeting campaign. When they visit different sites, they can see your relevant ads encouraging them to make an order. This way, you’ll spend less money on converting warm leads. Narrow down your demographics. To sell your products effectively, you should know to who you sell them.Analyze your reports to find out which demographics engage with your advertising the most. Check these people’s gender and age, and think about why other users don’t interact with your campaigns. Hence, you’ll be able to identify people who are not interested in your products and stop wasting your budget on them. Reduce the number of fields. Look attentively at your opt-in form as if you were a user. Answer all the questions todetermine how much time it takes to fill them out. Make sure you only ask for important information. Filling in long forms makes site visitors tired and can even irritate them, so make sure to limit the number of fields. After all, you can ask them for more data later. Optimize your page loading speed. Recall the last time you followed an ad link. How much time did you wait for it to load? Would you wait for 5 or even 10 seconds? The more people have to wait, the more potential deals companies lose. It’scrucialto regularly check your page loading time and work on its improvement. Congrats, now you know how to calculate your cost per lead and have some tips to reduce it.

Cost per view (CPV) is a pricing model used in performance marketing. Google charges advertisers each time a user watches a video or interacts with it. In this article, you'll get to know the way cost-per-view advertisements work, how they differ from CPM ads and get the formula. How do CPV ads work? CPV ads include in-stream and in-display advertisements. Users see in-stream ads before or after the video and have to watch them for at least 5 seconds before skipping them. Advertisers can add their advertisements with a clickable link to the video they want. This way, a user will be able to open it anytime while watching the video. According to this pricing model, an advertiser is billed after a user watches a video at least for 30 seconds or interacts with it. Interaction means following the link from the CTA button, product card, banner, etc. This metric allows marketers to analyze user commitment providing valuable insights. To create a CPV ad, advertisers bid the same way as placing PPC ads. The only difference is that they need to select TrueView video ads. Then the algorithm is the same: you set the maximum amount of money you're ready to pay for the necessary keywords. The higher the competition for a specific keyword, the more you will pay within your initial bid. To create effective cost-per-view ads, you need to select specific and narrow audiences to show your ad to. This ensures better engagement, higher conversions, and involvement, but you'll pay more for such targeting. While analyzing the performance of the ads with different pricing models, marketers usually compare CPV ads to CPM. So, let's see the difference. CPV vs CPM While the CPV pricing model makes advertisers pay after users watch the video or interact with it, the cost per mile (CPM) model charges a specific amount of money for 1,000 ad impressions. Each time users see the ad, it counts as an impression. With this model, businesses can increase their brand recognition and awareness. Even though the CPM model doesn't belong to performance-based marketing, it enables businesses to identify top-performing channels for promoting their product. The choice of a model depends on your goals. You can combine CPV and CPM to get more accurate data about your potential clients and boost brand awareness. It's time to learn how to calculate CPV for your advertising campaign. How to calculate CPV? The amount of money to pay is usually set by the publisher, so you can negotiate the price. To evaluate this pricing model for your business, consider the formula below. CPV = advertising costs/video views Say, you've spent $200 on advertising and got 3,000 views. CPV = $200/3,000 = $0,06 So your cost per view is $0,06. If you want to improve the performance of your CPV advertisements, read the following section. How to optimize your CPV? If you want to reduce your CPV, consider improving the quality of your ad. Mind that it should be relevant to the video you're going to place it on. The more relevant your ad, the less you will pay. To meet your goals with CPV ads, target broad audiences. Remember that choosing this model already means targeting engaged users interested in your brand, so consider expanding your audiences. Create short but informative ads since they perform better than complicated and long ads. Ensure that your call-to-action button is straightforward and users know what to expect after following the link. Google recommends that advertisers use advanced settings while creating a campaign for better performance. You can set the necessary language in campaign settings to target the right audience. Consider the scheduling option to manage the time your campaign is running. You can choose the days of the week and specific hours when your viewers are most likely to engage. With a frequency cap, you can control the number of times a user sees your ad. This way, you can increase your outreach to new audiences. Congrats, now you know your cost-per-view advertisements work, the way they differ from CPM ads, and how to calculate CPV and optimize your efforts.

CRM marketing, or customer relationship management marketing, is a business approach that implies analyzing, controlling, and improving customer relationships. The bottom line of this type of marketingrequiresusing CRM systems – special software developed to automate communication with clients. In this video, Caleb Smith, a LIKE.TG marketer, talks about the benefits of CRM marketing. Why should I use CRM for marketing? The key advantage of applying CRM to your marketing strategy is the control a CRM tool gives you over your communication with customers and prospects. With CRM software, you can see your customer's profile, their history of interactions with your brand, service issues, and more. All that data is stored in one place and can be accessed anytime. Having information about clients on hand allows your team to tailor their marketing activities and strategy to make them more relevant. Apart from that, using CRM for marketing has the following benefits: Enhanced segmentation and personalization help target the most profitable customers and make relevant offers to them. Relevant marketing campaigns. You can conduct activities that fit your customer's place in themarketing funnel. Increased customer satisfaction and retention.Building quality relationships with customers improve theirsatisfaction with your service and boost lifetime growth. Biggermarketing ROI.CRM marketing boosts your customer lifetime value, in turn bringing in more revenue. As we've unpacked a few benefits of CRM marketing, there is no doubt that you need it. However, the question remains what automation softwareshould you choose. Be careful here: CRM is not the same as marketing automation software. CRM vs Marketing Automation At first sight, CRM resembles marketing automation software. Both of them seem to do identical things: manage leads, collect and analyze data, and automate the process of communication. However, CRM is more sales-focused, while marketing automation software is marketing-focused. In other words, marketing automation software aims at managing marketing tasks, and CRM platforms are focused on interacting with customers and prospects, activity tracking, lead scoring, and so on. Applied to the marketing funnel model, these two groups of software manage leads at different stages of the buyer's journey; marketing automation software takes care of customers at the top and the middle parts, and CRM helps to manage prospects in the bottom stages. Nevertheless, marketing automation software and CRM work better together. They should share data for the best results. Some companies on the market – such as LIKE.TG, Hubspot, or Salesforce – have already merged these two into a single solution. Others offer integrations with other software. To choose the CRM system that best fits your business goals, check out our compilation of free CRM software. Eager to build your CRM marketing right now? Let's dive into tactics that will help you craft your marketing strategy. 6 Tactics to Create Your CRM Marketing Strategy Choose the right CRM system Qualify your customers Segment your audience Use a customer-centric approach Communicate swiftly and regularly Set KPIs for your CRM marketing Building your CRM marketing strategy can feel like a tall order considering the scarcity of information about it. Consider applying the following tactics to get the ball rolling. 1. Choose the right CRM system The speed of order processing, the method of collecting customer information, and the coordination ofyour team's work depend on the correctly selected CRM system. First of all, focus on your niche and business size. If you have a small or medium business, you canchoose a free system. You can start using the LIKE.TG CRMsystem for 5 users in your account at no cost. Our CRM system allows you to manage sales and communicate with your audience on one platform. You can collect information about your customers; and send messages to a chatbot in Telegram, Facebook Messenger, WhatsApp, Instagram,as well as via email. The effectiveness ofthese messageswill impress yousince you respond to a message from a client who initiated communication through this channel. You can also accept orders, create quick deals, and receive them automatically through the chatbot or workflows created using Automation 360, change their status, delegate tasks, and assign a person responsible for a deal. Contacting a client has never been easier. You just need to select the desired channel in the deal card. See how the process of working with deals in LIKE.TG looks like. They are located on the Kanban board, making it easy to track their status. By clicking on a deal, you will open its card, where you can see the history of work with it, order information, status, and the person in charge, as well as add a comment and contact the client. As you can see, it is easy to monitor the progress ofclosing a deal in LIKE.TG. You will find more useful information on working with the system in our Knowledge Base. Since the service is intuitive, you can try to create a deal right now. 2. Qualify your customers Roughly 50% of prospects are a bad fit for companies. If you're targeting the wrong group of clients, you risk wasting time and money. Before building strong relationships with your customers, you need to decide which of them are the most valuable for your business. To spot the perfect prospects, follow these three techniques: Make a list of your current key customers and find out what they have in common. Then, look for these features in all your future clients. Research your competitors' audiences. Chances are, they will find your product or service more attractive. Set the qualifying criteria for your prospects. It may be their occupation, marital status, income, and so on. When you pinpoint your audience, align your messages with their needs. Keep your customers' peculiarities in mind when you form your value proposition, pricing, and other product features. 3. Segment your audience CRM software storeshuge amounts of data about every customer. Use this data to eliminate the ineffective one-size-fits-all approach; and address each customer's unique needs instead. Start with segmenting your audience. Identify what communication channels your customers prefer, learn how they interact with your website and social media, and track their purchase history. Pay attention to demographic data, such as age, gender, location, occupation, and so on. Use the most suitable channels to interact with each audience segment. To create personalized email, SMS, messenger, and push notification campaigns, try LIKE.TG. Our segmentation feature allows you to import data from your CRM. Apart from that, you can create new segments according to your subscribers' actions, such as email opens or clicks. Subscribers are rated in your LIKE.TG mailing list based on their interactions with your marketing campaigns. You can use this rating tocreate segments based on the activity of your subscribers. So, you can send different campaigns to users with different ratings and demographics to get better marketing results. 4. Use a customer-centric approach CRM marketing strays away from the traditional buyer-seller model and places customers at the center of the business strategy. Using a customer-centric approach allows you to not only obtain a customer but also to retain them and increase their lifetime value. To succeed in CRM marketing, communicate not about selling a product but about accomplishing your potential buyers' goals. Hard selling will provoke their rejection. However, correlating your product's benefits with customers' problems will improve your offer's credibility and boost sales. Pay special attention to your prospects' pain points. Build your pitch around the problems your product helps eliminate. It's a psychological trick that boils down to our brain's predisposition to react more to potential losses than gains. For more psychological tricks, follow our email marketing guide. Hacks from thispost apply to any communication channel. 5. Communicate swiftly and regularly Speed and efficiency are core principles of customer relationship management. Technology can help your business perform efficientlyand make interaction with your clients seamless. To achieve regularity, automate your audience interactions. Adjust your activity for different customer segments to make them happy with your brand's communication strategy. Prioritize the communication channels your prospects prefer and build a timeline of customer interactions. Tailor communication to match thesales funnelstage of your customers. To make things easier, after gathering data about preferable channels, frequency, and more, build an automated communication flow with LIKE.TG. 6. Set KPIs for your CRM marketing To measure the effectiveness of your CRM marketing, set key performance indicators. Keep in mind that they vary depending on your business goals. For instance, you might want to obtain more new buyers. In this case, go for customer acquisition metrics, such as customer lifetime value, customer acquisition cost, and churn rate. To dive deeper into this subject, follow our guide on customer success metrics. After you've spotted your keyperformance indicators, it's time to adjust your CRM marketing activities to leverage them. If you went for customer acquisition metrics in the previous step, you might benefit from applying these techniques: Add new marketing channels to obtain more customers. Send re-engagement email campaigns to decrease your churn rate. Launch a loyalty program to increase customer lifetime value. Now you have your five tips on how to set up your CRM marketing strategy. It's time to put them into practice.Let's look at some inspiring examples from brands that squeezed every bit of value from their CRM marketing efforts. 4 Examples of CRM Marketing Chatbots for better customer interaction Loyalty programs for building retention Personalization for a better user experience Referrals for higher conversions The old adage says that practice makes perfect. To get a bit closer to perfection, let's discover how popular brands and services approach CRM marketing. Chatbots for better customer interaction When it comes to keeping in touch with customers, swiftness is crucial for maintaining good relationships. According to Statista, 18% of social media users worldwide expect brands to respond to their complaints or questions immediately; 28% want to be answered within an hour. To keep pace, companies have to hire more employees and enlarge their customer support costs. Applying chatbots to their marketing strategy helps solve this problem and decreases customer support costs by 30%. All you need to do is gather data about the frequently asked questions your customers have from CRM, write relevant answers, and feed your chatbot with them. As a result, you'll get fewer support tickets and more happy customers. The QA website for programmers, Stack Overflow, knows a little something about how overwhelming users' queries might be. To reduce the number of repeated questions and provide viewers with easy access to answers, the company launched a Telegram chatbot. Chatting with it, the user can ask any question. The chatbot will offer similar queries with answers from the website. If there is a match, the user can choose the right question from the list and see the whole conversation on the website or look for only the answer, for example, the highest-rated one. Besides customer support, chatbots can increase your buyers' engagement, lead nurturing, and speed up the payment process. More importantly, your audience loves them – 21% of consumers believe chatbots are the easiest way to contact a business. To implement one into your marketing strategy, register with LIKE.TG. Our service helps you build chatbots for Telegram and Facebook Messenger for free in just a few clicks. Loyalty programs for building retention Most companies focus on obtaining new customers rather than keeping the old ones engaged. Meanwhile, customer retention is five times cheaper than acquisition. Loyal customers tend to drive more revenue for your business; they spend 67% more in the third year of their relationships with the brand. To keep your buyers engaged, set up a customer retention strategy. It may include practices like asking for reviews and referrals, up-selling and cross-selling, thank you emails, and loyalty programs. The beauty brand, Khiel's, shows an excellent example of such a program. The company gives customers reward points for each cent spent on its cosmetics, each social media share, and each friend invited. In return, loyal clients get gifts, early access to new products, complimentary shipping, and more. Personalization for a better user experience Personalized customer communication is key to successful CRM marketing. A considerable part of your buyers would love to get personalized purchasing experiences. CRM services help obtain all the data necessary for it. Use your customers' gender, location, purchase history, and other information to tailor your email and messenger campaigns, web push notifications, and website. Online retail giant Amazon gained its market leadership by putting its customers' interests first; personalization plays a special part here. Amazon encourages every new buyer to create an account. Once they do, the website tracks their activities – items browsed, purchase history – and makes product recommendations based on that data. Amazon shows new recommendations that may interest you each time you visit the website. Moreover, the website shows related products according to what other customers who bought the same products as you, purchased in addition. In the example below, you can see the items Amazon recommends based on the viewer's browsing history. Apart from goods a customer probably would like for themselves, the website offers gift ideas. The last trick helps to increase cross-selling even more. Referrals for higher conversions CRM marketing is a perfect way to boost your conversions and get more revenue for the same marketing budget. Building customer relationships and providing them with seamless experiences helps you obtain brand advocates. Satisfied buyers share their stories with their friends and families. Referrals convert 30% better than other marketing methods. The referred customers are more loyal and have a 16% higher lifetime value. A killer offer is the first step to raising your loyal customers. Learn how tokiller proposals from the financial service Acorns. The company offers a generous gift for referring friends. For each friend invited to try Acorns, the company gives the user $5. Apart from that, Acorns puts an extra $100 on your account if you've invited ten friends. Along with such an irresistible offer, the company uses a time limitation – customers can get extra money only in June. This trick plays on a basic psychological trait to crave for things that are harder to get. Apart from referral programs and limited-time promotions, you can apply other hacks to boost your conversions. Follow our guide on conversion rate optimization to improve your landing page and email performance. It's challenging to imagine strong customer relationship management marketing without regular well-produced communication. To handle the latter, consider using several channels, such as email, messenger campaigns, web push notifications, SMS, and chatbots. To apply them to your marketing strategy, sign up with LIKE.TG.

Critical success factors (CSFs) are the elements that help companies reach their mission and goals. They allow a brand's team to identify the areas they should focus on and track the progress. In this article, we'll unveil the importance, types, and examples of critical success factors. We’ll also compare critical success factors and KPIs and uncover how to identify these factors for your company. Why are critical success factors important? Critical success factors directly relate to a business strategy and can be defined as systems that help brands reach their goals. You can take all the necessary measures to bring all your efforts to succeed. A detailed plan covering factors enables you to gather all your company’s capabilities to focus on the key goals. As a result, your employees' tasks will be aligned across different departments to reach your objectives as soon as possible. The reasons to have your CSFs listed are clear, so we have to explain the difference between critical success factors and KPIs. Critical Success Factors vs KPIs Since many business people use the two terms interchangeably, we need to clarify the difference. This will help you become closer to your key goals and finally reach them. Critical success factors are vital elements of a company that enables business owners to achieve the goals they set for the future. If project managers list the right factors that influence the achievement of long-term and short-term goals, they can succeed faster. These factors are more general than KPIs. For example, “increase revenue.” KPIs are measurements that help assess the success of a company. With key performance indicators, entrepreneurs can evaluate the overall performance of their brands. They can analyze a company's overall effectiveness and specific departments' progress. KPIs are detailed and quantitative. For instance, “increase profits by 20% in the European market within six months”. The difference seems small yet significant. That’s why you should be familiar with the terms when starting a business. Now it’s time to review the types of critical success factors. Types of Critical Success Factors You can encounter different types of CSFs your team should be aware of. We’ve prepared a list of the main types for you to consider. Strategic factors. These factors depend on your company’s competitive strategy. You need to define the way you market your company and product and the position you want to occupy. For instance, you can position yourself as a high-cost producer of quality products that manufactures a limited number of valuable items. Environmental factors. These include factors your company doesn’t have direct control over. However, marketers still need to track them and take action to stand out and keep the leading position within the market. Environmental factors include public policy, competitor actions, the economy, and new technologies. Industry factors. Companies should be ready to do specific tasks to have a competitive advantage in their respective industries. Your team should watch industry trends to figure out what to do to achieve goals and remain competitive. Once you identify the most relevant, you’ll be able to make a list of tasks to do to be closer to your long-term and short-term goals. Temporal factors. Most factors are tied to a company’s goals and terms, yet some situations might require instant attention and solution. That’s why managers should be ready to solve problems effectively. They cover internal changes within a company. Once marketers face challenges, they need to develop critical success factors. For instance, if a brand grows fast and prospers, it might need to enter a new market and present its product to a wider audience. Now that you know the types, let’s discuss how to identify these factors for your company. How to identify critical success factors for your business? If you need to determine factors to increase the chances of success for your company, follow our short guide. Analyze your mission, vision, and values. First, you need to determine your company’s mission and determine current targets and challenges. You can take your business through a PEST analysis to identify external market factors that impact your brand. Besides, consider conducting a SWOT analysis to discover your business's strengths and weaknesses, potential opportunities, and threats. Determine main strategic goals. You need to figure out your strategic objectives closely related to your company values and mission. After, you need to outline the ways to reach them. It might require you to perform several actions to achieve your key objectives. Let’s say you want to become an environmentally friendly brand. Once you identify such a goal, you’ll need to determine critical success factors. This scenario might include creating recyclable packaging, investing in renewable energy sources, and reducing carbon emissions. Identify the essential critical success factors. Once you have your critical success factors, you need to determine those with higher priority. Identify the essential factors to focus on the areas important for your success. Besides, during the analysis, you might find some unnecessary and erase them from your list. Inform stakeholders. Once you find out what steps you should take, you need to think about which departments can help you attain your CSFs. After you decide on the teams responsible for reaching these objectives, you need to update stakeholders on your critical success factors. Ask for their feedback to get some new ideas and identify challenges that might arise on your path toward success. Find a way to track and evaluate your progress.Setting KPIs is one of the most effective ways to assess your progress. For example, suppose you want to reduce negative influence on the environment. In that case, you can write down a KPI and make a more detailed statement, “change 100% of packaging to recyclable within five years.” You can also assign a special task to one of your employees or teams to track the progress. Now that you know how to identify these elements, it’s critical to see some examples to figure out how everything works in real life. Examples of Critical Success Factors Business owners striving to prosper their businesses must define critical success factors. Let’s review several examples to clearly understand factors that can help make your business more successful. CSFs vary based on your end objectives. For instance, if you want to increase conversions by 10% within two months, you might face the necessity to provide a higher quality of service, more effective marketing techniques, make more customers happy, etc. Suppose you want to attain specific goals in terms of sales. In that case, you might need to establish stronger relationships with customers through different channels and strategies, improve interactions between departments to align tasks, and work towards the achievement of common goals. You might need to increase the quality of products, conduct a more profound research, or reduce production costs to increase the efficiency of your business and attain the necessary objectives. Defining the right critical success factors will pave the way to the completion of your mission. Congrats, now that you know the peculiarities of critical success factors, you can cooperate with your company’s team to outline factors that will help you reach your deliverables. Hope that our examples gave you a hint on where to start.

Cost per click (CPC) is an advertising pricing model that allows advertisers to pay publishers for each click made on their ads. This model is used by Google AdWords and Facebook. This is a great way to correlate your advertising investments with the ROI you get. In this article, we’ll explain the way cost-per-click advertising works, shed light on a good average cost per click, share a formula to calculate this metric, and offer some tips to reduce your cost per click in Google Adwords. How does cost per click work? Advertisers can use two cost-per-click models. The first one is fixed. It implies cooperation between an advertiser and a publisher without any third-party platform. They agree on a price an advertiser pays for each click on their ad. The second model is based on bidding. Bidding means the maximum budget an advertiser can afford to pay for each click on their ad. They use keywords to place bids. If several advertisers use the same keyword, the future of their ad depends on the auction. The maximum bid and quality scoreare the main factors that Google takes into account to determine which site will get the higher position on its SERP. Hence, the more an advertiser is willing to pay for each click and the better their site is, the more chances their ad has to make it to its target audience. By this time, you should be very interested to know more about your average cost per click, so let’s dive in. What is a good average cost per click? It depends. There’s no fit-for-every-business answer. You should take into account your industry, type of product, target audience, type of advertising, etc. Nevertheless, the average cost per click in AdWords is $2,69 for search and $0,63 for display. According to Google AdWords industry benchmarks, consumer services and legal services have the highest cost per click — $6,40 and $6,75. If you deal with eCommerce or travel and hospitality, there’s good news for you. These niches have the lowest cost per click — $1,16 and $1,53. Check out the report below for more details. Now it’s time to find out how to calculate your cost per click. How to Calculate Cost per Click Recall the cost-per-click models we’ve mentioned before. If you use the model based on a bid, your cost per click will be either less or equal to your maximum bid. This is predetermined by your quality score, your competitors’ bids, and their ad rank as well. If you cooperate with a publisher directly, you can calculate your cost per click when your advertising campaign ends. For this purpose, use the formula below. Cost per click = Ad cost/Number of Clicks Hence, if you spent $500 on your campaign and received 114 clicks, your cost per click would be $4,3 (500/114). This information allows you to understand whether this campaign was effective and make the necessary changes to your promotional strategy. Now that you know more about the average cost per click and can calculate it, we’ll share some effective tips that will help you decrease your cost per click. How to Reduce Cost per Click in Google AdWords Follow the tips below to optimize your advertising investments. Use keywords with low competitiveness. It’s no wonder that the higher the competition for a certain keyword, the more you’ll have to pay for it. Consider low-competitive keywords to save more money. Use long-tail keywords. Such keywords can save you a fortune. They havelow search volumes but represent a clear user intent. Hence, they cost less than generic ones. Besides, this type of keyword has a positive impact on your quality score, which, in its turn, can lower your CPC. Work on improving your quality score. This is one of the major factors for Google when determining your cost per click. To increase your quality score, pay special attention to your keywords, ad text, and landing page. All these elements should be relevant to each other. However, don’t forget about your CTR. If it’s high, Google understands that users find your site useful,making it easier for you to promote. Schedule ads. There’s no point in posting your ads 24/7 since you can spend your budget in vain. Instead,try to research and analyze the necessary data to find out the days and times when your audience is the most active and engaged. Hence, your audience will see your ads only when they’re most likely to convert. Make use of geo-targeting. Focus your efforts on certain areas with the most engaged audience. You can select a country, city, area, regional code, and even radius to create highly targeted ads. Create a list of negative keywords. These queries have nothing to do with your business but can appear on your list. For example, let’s say that you sell eyeglasses. It’s essential to add wine glasses and drinking glasses to your list of negative keywords. Otherwise, you’ll spend money in vain. Congrats, now you know how CPC works, know the average cost per click for different industries, and have a formula and six tips to reduce your cost per click.

CRM, or customer relationship management, is an approach companies use to maintain their interactions with customers and streamline business processes. The core of this approach is CRM systems – special software for managing leads, tracking customers’ activities, and automating communications. LIKE.TG provides a built-in CRM system to effectively manage your sales process and communication channels in one place. In this video, Caleb Smith, marketer at LIKE.TG, explains how to use LIKE.TG CRM. Why is CRM important in marketing? CRM software gathers data about each customer in one easily accessible dashboard. With this information on hand, your team can keep track of each buyer’s journey and make the best offers at every stage. As a result, yoursales cycle can shorten by 8–14%. CRM helps define your customers’ interests and preferences. Thus, you can provide personalized experiences and launch relevant marketing campaigns. 47% of companies believe that CRM marketing increases customer retention, satisfaction, and loyalty. Eager to know how customer relationship management achieves these impressive results? Let’s give a once-over to the functions CRM systems have. What does CRM do? The CRM software market is full of various solutions; they provide different opportunities for different types of businesses, from large enterprises to small businesses. However, there are basic tasks every CRM should perform: Consolidate customer data. The CRM platform should gather your clients’ contacts, demographic information, and other data to provide easy access to them. Track interactions and activities. CRMs let you monitor your communications with customers via phone, email, live chats, support tickets, and so on. Measure performance and productivity. A good CRM lets you get data-heavy yet clear reports on the efficiency of your interactions with customers. Automate routine activities. Marketing and sales automation is the bread and butter of CRM solutions. CRM systems may tackle different issues businesses face. Read further to unpack the main types of customer relationship management software. Find out how a CRM system can streamline your tedious routines: «Key CRM Functionality for Small Businesses and How It Can Support Your Growth». Types of CRMs Across-the-board CRM is a rare thing. On average, certain software performs one task better than others. According to its main strengths, CRM software falls into one of the following categories: Operational CRMs. This type pivots on your company’s day-to-day operations and automates routine operations. Analytical CRMs. In a nutshell, these are huge databases with detailed information about your customers and processes. Collaborative CRMs. These solutions help improve interactions between different departments of your company. We’ve quickly looked at customer relationship marketing, its functions, and the main types. It’s time to delve into specific solutions and find the best options for different business goals. 15 Best CRM Systems Sales CRM Systems CRM Systems for Marketing CRM Systems for Small Businesses CRM Systems for Social Media CRM Systems for Real Estate Every business issue requires a specific solution; what works for marketing purposes may not be a good fit for customer service. Thus, we have divided the best CRMs into groups according to their business needs. Follow our listing of the most powerful tools for sales, marketing, small businesses, social media management, and real estate agencies. Sales CRM Systems Sales-focused CRM software lets you transform a complex selling process into a cinch. It simplifies lead nurturing, tracks a prospect’s way through the sales funnel, and shortens the sales cycle. The must-haves for sales CRMs are routine tasks automation and powerful analytics, which helps keep tabs on your performance and identify bottlenecks in the sales process. Let’s unveil the top-3 sales CRMs we’ve picked for you. Salesforce Salesforce offers a cloud-based highly-customizable solution for even the most complicated sales processes. This CRM lets you automate tedious tasks and processes, enabling you to work from anywhere via the mobile app. The tool supports integrations with Outlook, Google Apps, LIKE.TG, and other services. The strongest part of Salesforce CRM is its AI-based Einstein Analytics, which provides you with detailed data on each deal, customer, and stage of the sales process. Better yet, it predicts sales outcomes and gives precise recommendations on how to achieve your business goals. With Salesforce, you can manage the entire sales cycle, score leads, access customers and sales details, forecast sales accurately, and more. The home tab lets you keep track of tasks, events, recent records, and activities. Here you can also see a pipeline and potential revenue source diagrams. Free plan: 30-day trial.Paid plan: from $25 per month for one user. Zendesk Sell Zendesk Sell is a model operational CRM that allows you to call customers, send them emails, and schedule meetings in one place. You can automate communications out of the box or with external services, such as Mailchimp, Pandadoc, and your own apps built with the Zendesk Apps framework. This tool gives great opportunities to manage leads, from creating precise customer profiles to prospecting across multiple channels. Zendesk Sell has a built-in database with over 20M businesses and 200M professionals so that you can find leads based on your customer profiles. Another prominent advantage of Zendesk Sell is its profound analytics, which includes 30+ ready-to-use reports and customizable dashboards. The latter lets you keep an eye on sales activity, call count, sale duration, outcomes, and more. As shown below, you can monitor and compare the most important metrics with your financial goals in real-time. Free plan: 14-day trial.Paid plan: from $19 per month for one user. Pipedrive Pipedrive is a visual, easy-to-use, and highly-customizable operational CRM. Like Zendesk Sell, Pipedrive lets you call, send emails, and plan meetings from the dashboard; here, you can also store documents for easy access. The CRM system provides you with adjustable reports and robust integrations, including native mobile apps, Google and Microsoft services, and 150+ extraneous apps and tools. Pipedrive lets you create a chatbot for your website or connect a live chat for easy lead grabbing. The service has an AI-powered sales assistant, which recommends ways to automate processes for more effective work. Better yet, it gives you behavior-based hints on how to boost your sales results. Pipedrive allows you to adjust the pipelines in the CRM according to your sales cycle. For example, here is a way to organize the process according to your sales team’s interactions with a lead. Free plan: 14-day trial.Paid plan: from $12.50 per month for one user. CRM Systems for Marketing If you consider using CRM for your marketing needs, you can ignore sophisticated pipelines or built-in calls. Focus on detailed data about interactions with customers and the robust automation of marketing processes instead. Discover the best CRM systems for marketers. LIKE.TG LIKE.TG is a great choice for anyone looking for a tool with effectivemarketing automation features. You can create professional multichannel subscription forms, pop-ups, and chatbots on social networks to generate leads. Build automatedworkflows to nurture leads, send messages in response to users' actions, and save time. The service enables you to create a live chat for your website to communicate with your visitors to support them and convert them into customers. The LIKE.TG CRMis perfect for those who have not tried using CRM yet and keep records of sales on paper. You can start using our CRM for free for 5 users in your account. An intuitive interface in the same style as other services will help you easily understandhow things workif you have used LIKE.TG before. In our CRM, you can store and update customer information, create deals and, control the process of their conclusion, add the statuses you need to visualize the processes on the Kanban board. By clicking on the deal card, you will see full information on it: data about the client, about the deal (when it was created, manually or automatically, the history of its movement by stages), the specialist responsible for its conclusion, and comments. You can edit it and add the required fields, leave comments, and contact the client via email or chatbot if they initiated communication through this channel. Tags will help you quickly find the right contact and segment customers. If you send email campaigns via LIKE.TG and use chatbots, you can send automatedmessages directly from the CRM by a trigger. This can be the creation of a deal, that is, when the user clicks the "Buy" button in the chat with your bot, or the transition of the deal to a new stage, for example, "Waiting for payment" or "Ready for shipment." You can also add your team members to the CRMto assign specialists responsible for each deal.They willsee and work with all deals, but you can restrict their access to other LIKE.TG services. HubSpot HubSpot CRM tries to embrace the needs of different departments, including sales, service teams, and operations managers. For marketers, the company offers tools for lead generation and management. Among this powerful set of additional features, HubSpot offers live chat and chatbots, email, an ad management system, and more. On-site analytics allow you to track offers and traffic sources that drive the most conversions. To obtain new customers, HubSpot lets you craft attractive landing pages with its landing page creator and set up PPC campaigns with ad management tools. HubSpot will automatically convert all visitors into qualified leads, organize them inside the CRM, and track each contact, as shown below. Free plan: Available forever.Paid plan: From $40 monthly. Agile CRM The cornerstone of Agile CRM is its web engagement tool, which grabs website visitors with subscription forms or exit-intent popups. The CRM automatically segments them according to their behavior and responds to their actions, such as clicking links or filling in forms. To take lead acquisition to the next level, Agile CRM personalizes messages both for anonymous visitors and known contacts. The system automatically pulls a new lead to the right campaign. For instance, if a visitor views a pricing page, they will stick to a selling campaign in CRM. The service also allows you to craft, launch, and track social campaigns on Twitter, Facebook, and other social platforms. Among other Agile CRM features are automated email personalization, A/B testing, and visual analytics. For instance, the service shows reports on deals, contacts, tasks, revenue, and email campaigns in this picture. Free plan: Available forever for up to 10 users and 1000 contacts.Paid plan: From $8.99 per month. CRM Systems for Small Businesses Not only enterprises take advantage of CRMs. Small businesses and startups benefit from this tool too, as long as it helps them tackle their special issues. CRM systems for SMBs should fit the following criteria: affordable price; simplicity; high customization opportunities; integrations support. Let’s zoom in on the three best CRM solutions for small businesses and find out what opportunities they offer their audience. Apptivo This CRM wins SMB with its affordable price and ease of use. The most prominent part of Apptivo is integrations and customization opportunities. This simple yet well-working tool gives you ready-to-use apps to expand your opportunities. You can add contract and competitor management tools, a sales planning app, resources handling add-ons, and more. Apart from that, Apptivo offers integrations with 40+ third-party services to cover business demands end-to-end. You can connect this CRM to G Suite, PayPal, Dropbox, Slack, WordPress, and plenty of other tools. Apptivo users get a standard set of lead-capturing and tracking features out of the box. They can provide automatic lead creation, flexible pipelines, sales forecasts, and team performance analytics. Here is an example of the results and prediction report in the performance tab. Free plan: Available forever for 3 users. Paid plan: From $8 per user. Freshsales This tool combines an easy-to-use interface, a reasonable price policy, and numerous customization opportunities. Freshsales’ unique feature is their adorable AI assistant Freddy. This little buddy focuses on closing deals faster and helps you prioritize leads and forecast revenue. Freshsales has built-in mailing and phone options, a comprehensive lead management system with scoring, and simple lists of tasks and appointments, as in the picture below. The service also offers well-working analytics with visualized reports and integrations with Trello, Mailchimp, Zapier, Facebook, and more. Free plan: 21-day free trial.Paid plan: From $12 per month per user. Less Annoying CRM The Less Annoying CRM founders are a team of salespeople, so they tried to create the most stress-free customer relationship management software. This tool is perfect for collaboration. You can add as many users as you want, give them various access rights, and let them work simultaneously on the same page. This CRM software offers an easy-as-pie mobile website implementation to let you work from anywhere. You can log into the system from any device without syncing or installing anything. The main advantage of Less Annoying CRM is its intuitive interface. The system aggregates everything a salesperson needs in one place, as you can see in the example below. After a quick glance at the dashboard, a user knows their schedule and tasks for the day, current pipeline results, and additional sales activities. Free plan: 30-day free trial.Paid plan: $15 for a user monthly Perhaps, the solutions listed above still seem too pricey for a small business that operates on a tight budget. If that’s the case for you, check out our compilation of free CRM software. CRM Systems for Social Media Adding social networks to CRM boosts the sales team's productivity by 26.4%. However, the marketing and service teams benefit the most from applying social CRM. This tool allows them to schedule posts, obtain reports on their SMM efforts, react to users' queries rapidly, get insights about the brand reputation, and more. We’ve picked three CRMs, which enrich your leads and help manage social media activities. Sprout Social Sprout Social is a market giant with a robust set of features both for social media and customer relationship management. This tool works with Twitter, Facebook, Instagram, LinkedIn, Pinterest, and Google+, allowing you to collect contacts from these networks into a smart inbox. The CRM notifies you about incoming messages and bursts of activity to help you respond to urgent situations. Out of the box, you can assign tasks to specific team members; for instance, you may delegate a certain message to the system administrator. The system enables you to build a chatbot for quick responses to customers’ queries. Sprout Social has a powerful tool for scheduling posts and monitoring social media with keyword, hashtag, and location searches. This CRM provides your team with in-depth analytics on each post and overall team performance. For instance, here is a report on Instagram business profiles. The tab shows data about impressions, engagements, clicks, and followers and a graph of audience growth. Free plan: 30-day free trial.Paid plan: From $99 per month per user. Zoho The paramount advantage of Zoho is its lead acquisition options. You can define certain social activities, such as likes or comments, and automatically get new connections based on them. Add these connections to your CRM as new leads or contacts and segment them. The system will provide you with suitable offers for these leads according to their behavior. This platform focuses on Facebook, Twitter, and Google+ but allows integrations with other services, such as Slack, Zapier, and Zendesk. Zoho offers social monitoring, quick responses to customers’ queries, and profound analytics. Zoho helps you identify the most profitable social channels by showing the revenue you get from them, as in the example below. Free plan: 15-day free trial.Paid plan: From $10 per month. Includes 1 brand (7 channels) and two team members. eClincher eClincher’s number one priority is simplifying social media management. This CRM tool covers Facebook, Twitter, Instagram, LinkedIn, YouTube, Pinterest, Google My Business, Yelp, and Blogger. The CRM’s helpful features include connecting with influencers and getting content suggestions. To enter this service from anywhere, consider using the Chrome extension or a mobile app. eClincher provides the standard set of tools, encompassing a post scheduler, social monitoring, comprehensive analytics, social inbox, and more. In the publishing tab, you can see the list of connected accounts, the entry field for a new post with its preview on various social networks, and a calendar. Free plan: 14-day free trial.Paid plan: From $59 per month. Includes one user brand and ten social profiles. If you haven’t found the perfect solution for your business in the list above, consider reading our fresh guide on the best social media marketing tools. To expand your social media presence without paying a dime, get to know LIKE.TG’s chatbot builder. It allows you to create Facebook and Telegram bots and send up to 10,000 messages per month for free. CRM Systems for Real Estate CRM systems for real estate should allow you to create flexible pipelines adjustable to specific purposes, enable top-notch team collaboration, automate routine processes, and let a realtor work on a road. Any CRM that provides these opportunities will do, but there are tons of real-estate-specific solutions on the market. Let’s discover the best of them. The Wise Agent This CRM system underlines its ease of use, automation options, and pre-designed materials. The Wise Agent offers plenty of real estate marketing opportunities, including a bundle of ready-to-use adjustable email templates, flyers, and newsletters. The Wise Agent has a contact and lead management system, which adds new prospects to a call list, and sends them automated email campaigns or SMS. The system automatically matches property with clients’ specific requirements. Among other useful features are property alerts, an appointment calendar, document storage, a landing page creator, social media enhancement, real estate reports, and more. In the picture below is the dashboard The Wise Agent users see at the beginning of their day. Realtors know their schedule for the day, week, or month, see a daily calling list, and get notifications about new leads. Free plan: 14-day free trial.Paid plan: From $29 per month. Propertybase The Propertybase aims to simplify the real estate business and help you build lasting client relationships. The system gathers and scores all your leads from different sources in one place. You can send email campaigns based on property views, saved searches, your buying timeline, and more. Propertybase allows you to enrich property listings with multimedia content, including videos, 360˚photos, and virtual tours. You can promote them on popular real estate portals or social media easily. Propertybase adjusts your dashboard to meet your needs. In the picture below, you can see the interface from the agents’ perspective. They have analytics on lead activity, upcoming tasks, and recent listings in one place. The dashboard version for business owners also shows website performance reports and commission volume. Free plan: Demo.Paid plan: On request. Respacio Built with real estate professionals’ needs in mind, Respacio focuses on increasing sales. This end-to-end solution offers a simple and powerful interface, customizable pipelines, and integrations with websites, property portals, MLS systems, GSuite, Facebook, and more. With Respacio, you can create a well-designed website to grab more leads. The service offers a huge range of automated marketing tools, such as email campaigns and social media. Among other opportunities are routine task automation, responsive property lists, customizable processes, analytical reports, and more. In Respacio, you can keep your prospects’ contacts perfectly organized, as shown in the example below. The table contains a customer’s name, email, phone number, and lead source. Free plan: 14-day free trial.Paid plan: From $29 per month for one user. We’ve unpacked fifteen CRM systems perfect for various business needs. Keep in mind that even the most robust solution may not be ideal for you out of the box.Enjoy the benefits and usability of our CRM. Create your first deal now! Try our CRM

Cross-channel marketing is the combination of multiple promotional methods to ensure that prospects smoothly progress from one stage of the sales funnel to the next. In cross-channel marketing, businesses leverage various strategies such as promotional emails, bulk SMS, web push notifications, Facebook Messenger, and so forth. The adopted methods are used in unison so that they complement each other to amplify their overall impact. An interconnectedness among the marketing methods makes it easy to view the strategies cumulatively. This allows a business to calculate and comprehend marketing ROI easily. Businesses can implement effective cross-channel marketing campaigns using LIKE.TG. The service offers a multi-channel functionality that enables marketers to send relevant messages to both leads and customers. Apart from email, LIKE.TG allows businesses to send their customers promotional SMS, web push notifications, and personalized marketing messages using Facebook Messenger. Why use cross channel-marketing? Boosts engagement with customers Improves customer loyalty Tracks their ROI Businesses cannot afford to ignore cross-channel marketing. Not when they can use it to: Boosts engagement with customers. Cross-channel marketing enables businesses to personalize the various ways they interact with and relay information to both prospects and customers. By sending targeted and relevant marketing campaigns, businesses achieve better response and engagement rates. Improves customer loyalty. When businesses leverage cross-channel marketing, they show customers that they genuinely want to meet their needs. The clients, in turn, feel appreciated and delighted with the brand, which makes them more inclined to stick with it over time. Tracks their ROI. Cross-channel marketing allows marketers to understand various metrics that make up the success of their marketing campaigns. Businesses can quickly determine CTA impressions and open rates for their email marketing campaigns,opt-in rates for web push notifications, SMS delivery rates, etc. Benefits of Cross-channel Marketing Smooth buyer journey Effective customer service Improved brand image A better understanding of customers Cross-channel marketing has a lot of real benefits for a company. Here are some of them: Smooth buyer journey. By effectively integrating cross-channel communication in the marketing strategy, businesses get to improve the buying experience of their customers. It will be easy for customers to access support and product information, which makes their cooperation with the brand more pleasurable. Effective customer service. Cross-channel marketing enables a company to interact with its customers on several platforms at a time. By sending the right message using the most suitable channel, businesses improve the relationships they have with prospects and customers. Improved brand image. Cross-channel marketing yields an enjoyable buyer journey, which goes a long way in generating customer satisfaction. As all marketers know, satisfied customers impact a business’ brand positively as they will highly recommend the company’s products or services to their friends and family. A better understanding of customers. With cross-channel marketing, businesses can quickly gather information about their existing customers from several communication channels in one place. After that, companies can use the data to create segmented and relevant offers. How to Get Started with Cross-channel Marketing Integrate the data Determine the customer segments Unify interactions with smart content Optimize When launching cross-channel marketing, businesses should be prepared to tweak their strategies as well as make suitable optimizations along the way. That said, here is how to start with cross-channel marketing: Integrate the data The first thing to do when setting up cross-channel marketing is to unify data within a CDP (Customer Data Platform). For any business,CRM is excellent for handling this data. However, no matter the CDP a company chooses, its marketers should have access to analytics data that reveal all lead touchpoints. Determine the customer segments After unifying the data, businesses should understand the different segments within their target audience. Marketers can scrutinize touchpoint data to determine whether there are evident failures, trends, or successes. By assessing customer data and getting a clear picture of the existing segments, businesses will know what channels to prioritize and the type of message that performs best across the various communication channels. Unify interactions with smart content Now that your customers are segmented, companies need to customize their content to match the needs of customers. The best way to do this is to use smart content – dynamic messages determined by a particular set of criteria. Simply put, smart content is something like, “if a customer does A, show them B.” With smart content, a business will quickly determine what a customer has done; hence, all future interactions with the client will be based on known touchpoints. Optimize To get the most out of cross-channel marketing, businesses need to continuously analyze their strategies to ensure that necessary optimizations are made. Experiments such as A/B testing, use of CTAs, and modification of ads on Facebook Messenger can help marketers gain valuable insights, which in turn enable them to make appropriate adjustments on their marketing efforts for even more effectiveness. How to Do Cross-channel Marketing with LIKE.TG With LIKE.TG, businesses can step up their marketing efforts across various communication channels. Let’s highlight these methods and how companies can leverage them: Email. LIKE.TG has a comprehensive email service that enables businesses to create and send successful email marketing campaigns. For better performance, make use of personalization, segmentation, A/B tests, and other instruments. Web push notifications. Businesses can re-engage with and drive customers back to their site by using this feature. Some of the advantages of using web push notifications by LIKE.TG include offline notifications, easy personalization, and in-depth segmentation. SMS. If a company is keen on incorporating effective text communication into its communication channels, then this feature will come in handy. It allows a business to send marketing SMS campaigns across the globe fast. Chatbots.With LIKE.TG, you can create chatbots forFacebook Messengerand Telegram app.Chatbots help promote products, automate answering users' everyday questions, collect their orders, and register them for events. It is worth mentioning that marketers can use Automation 360 feature to send triggered emails, SMS, and web push notifications depending on events, variables, and actions that their subscribers take. Doing this amplifies the overall impact of the cross-channel marketing strategies a business adopts. Cross-channel Marketing Best Practices Here are the essential things you should do to get the most out of cross-channel marketing: Define the most effective channels for your audience. Choose a professional marketing platform that is integrated with analytics, marketing automation software, and a retargeting tool. Segment the audience wisely to nurture leads effectively. Optimize and develop customer touchpoints. Eliminate departmental bottlenecks that hinder effective coordination of cross-channel campaigns. Cross-channel Marketing Examples Below are some brands that run effective cross-channel marketing. As evidenced by these pictures, KFC implements cross-channel marketing by using email and Facebook advertising, among other methods. Netflix advertises its products via email and Instagram, among other effective communication channels.

Сorporate sales are sales done from one business to another. They are also called business-to-business sales. In this article, we’ll unveil how to do corporate sales. How to do corporate sales? You should prepare a well-thought-out strategy and a team of professional corporate sales representatives. We've listed the steps you need to take to win business-to-business sales. Make sure your sales reps know the peculiarities of your product. People getting into sales need to learn the product’s features, benefits, and value. If sales representatives explore the product for the first time, they need to have enough time to adjust to the requirements of your company. Ensure that your salespeople are ready to promote your product, communicate its benefits, and explain its value to businesses that want to purchase it. Take appointments. You'll need to be ready to work with rejections at this step. People won’t take your offer seriously before they understand that your product will become a perfect solution to their problem. To make customers change their minds, you should develop a great sales pitch and excellent product knowledge. You need to be persuasive, friendly, and sympathetic. Prospects should feel you care and sell your product because it can help. Be polite and tell potential customers the information they need. Convey the product’s benefits, features, and value. Understand your customers’ needs. Ask potential customers questions that will help you understand their needs and prepare them for the main sales pitch. You should ask about the number of products needed, budget, requirements, features, delivery, etc. This information will help you figure out the needs of your customers. Prepare your pitch. After you understand customers’ requirements, you need to start your pitch. The perfect pitch is a one-minute pitch that covers all your ideals, product, and company information. However, you should be ready to adjust to customers’ questions and needs during the conversation. If you see that your potential clients care a lot about the price, you should adapt your speech to uncover your pricing. When prospects have specific goals, you need to tell them about your product’s features that can help them attain these targets. Send email campaigns. If you have qualified leads, you can close deals fast. However, usually, it takes a company some time to win new customers. Consider sending follow-ups or making calls. The follow-ups are designed to receive a positive answer from customers as soon as possible. So, you need to prepare quality email campaigns encouraging prospects to buy. With LIKE.TG, you can design excellent follow-up emails in no time. Ensure excellent after-sales service. Your corporate sales reps should realize that after-sales service is vital. Customers’ experience with your company influences their future decision to continue purchasing your products or services. That’s why make sure to provide customers with all the necessary assistance and help. You need to make them come back. Congrats, now you know what corporate sales are and how to do them. Hope that our short guide will lead you to successful deals with other companies.

Copyright is the type of intellectual property that provides creators of tangible goods and authorized representatives with a right to reproduce original materials and distribute them to the public without the fear of being duplicated. It protects intellectual property from any possibility of other individuals or businesses copying or using it to their advantage. It applies to literary works, music, films, and software. In this article, we’ll review the purpose of copyright and find out how to check the copyright status of a work. What is the purpose of copyright? The copyright’s key purpose is to protect intellectual property from being copied or used by parties that have no legal right to it. When a person or a company implements an idea into life or develops some kind of product from scratch, it requires a lot of work, effort, and mental activity. Since creating something new and unique is a time-consuming and painstaking process that involves a lot of work, there’s a necessity to protect the right of creators to use this material for their own purposes without the fear of being copied. With copyright, individuals and companies can protect their creations from unauthorized duplication, reproduce them as many times as they need, distribute copies, and display their intellectual property to the public. By giving authors special rights, the government hopes to encourage the emergence of new unique works and spread them to the masses. Many people now develop original products that require a lot of time and effort invested. These products are intellectual property that is often copied or stolen from their owners. That’s why there’s a necessity to have a law that protects it. With copyright, other people or businesses can only use a particular product if they have permission from its creator. Now when you know the purpose of copyright, it’s time to figure out how to check its status. How to Check the Copyright Status of a Work If you need to receive specific data about copyright ownership, publication, and derivative works, you can turn for help to the Copyright Office and explore its records. In case you search for some general data like the author, publisher, date of publication, or topic, better consider the catalog of the Library of Congress. You can use the following strategy: visit the Library of Congress to find out some general facts, and then make use of the information you have found to seek the records of the Copyright Office online. To effectively look through the records and find the required data, you should have your goal clearly defined. This will simplify your search. If you search for the owner of a copyright, pay attention to certificates of registration and assignments. When you need to figure out whether a work is in free access, check copyright registrations or other records with the date of first publication. To search records online for free, go to the official website of the Copyright Office, and then explore the public catalog to find the necessary files. In a nutshell, copyright gives creators legal rights for their work, protects it from duplication, and encourages people to produce more original and unique software, films, literary works, songs, etc. Hope our information helps you find the copyright status of the required material.

Cost per impression (alsoknownas cost per mille, CPM) is a marketing metric that allows advertisers to evaluate their campaigns'effectiveness. Thismetrichelps you calculate how much you will have to pay for 1,000 impressions. In this article, you'll get to know why the cost per impression metric is important, discover how to calculate it, and get some tips on how to reduce it. Why is CPM important? Using the cost per impression metric, you cancalculate how much you haveto pay fora thousand impressions. One impression stands forone ad view, so every time a user seesan ad, it counts as one impression. This pricing model is typically used for Google, Facebook, and LinkedIn ads. CPM is a valuable metric for marketers since it helps themweigh up the efficiency ofeach promotional channel. For example, if 1,000 impressions on Google cost you less than the same amount of impressions on Facebook,Google ads are probably a better fitforyour strategy. Still, low adcostsdo not necessarily meansuccess, as they may be a sign of poor traffic quality.You might want tofind out more about each publisher before placing your ad on their platforms to avoid wasting your budget. Other than that, keep the following factors in mind, as they influenceyourCPM rate: industry; demographics; location; season; website topic (the relevance ratio of a website's andyour ad's topics); website traffic; ad quality; device whereyour ad will appear; number of ads on a page; time of day. The cost per impression metric is essential for startups and businesses releasing new products since it increases brand awareness and recognition. Placing CPM ads on relevant websites allows advertisers toreach out to relevant audiences, increasing their campaigns' effectiveness. If you have tested several ads and identified one thatbrings more conversions, you canimplement itusing a CPM pricing model, ensuring a higher ROI. Now that you know the peculiarities and advantages of the cost per impression metric, it's time to find out how to calculate it. How do you calculate your cost per impression? Thecost per impression formula is pretty straightforward: CPM = (Total ad spending/Number of ad impressions)*1000 You need to divide your campaign costs by the number of ad views and multiply by 1,000. Let's say you want to spend $100 and get 3,000 impressions on a certainresource. CPM = ($100/3,000)*1000 So, your CPM will be $33,3. Remember that there’s no good or bad CPM rate since it’s different among businesses and industries. Still, if you’re looking for ways to reduce your expenditures,readthe next section to get some tips on how to do it. How do youlower your CPM? We’ll share some tips you can use to save money when working with Facebook and Google ads. Craft highly relevant ads. Each social media platform and search enginewants its users to have the best experience. Advertising algorithmsmake sure that peoplesee only the ads they might be interested in, so you should take Google Ads Quality Score and Facebook Relevance Score seriously. 10 points mean that you can perfectly meet your potential audience’s preferences. The higher the score, the less you’ll need to pay. You can segment users by location, interests, age, and other categories to create highly relevant and targeted campaigns. Choosethe right number of ads. This step will help you prevent users from being annoyed by your ads. The best number of adsfor one user is considered to be 3— ithelps users remember your brand without being intrusive. Besides, if users don’t engage with an ad when seeing it for the 4th time, it means that it is not relevant to them. As a result, your CPM rate will increase. Make use of social proof. People are eager to trust other people more than companies, especially when dealing with a new product. So, you canmention that your product is recommended by a well-known opinion leaderoran established brand or add some short testimonials from your loyal customers. Arrange a special offer. Social media users see hundreds of ads every day andrarely expect to get something valuable from them. Break this stereotype and offer a deal people will find difficult to ignore.Analyze your competitors' offers to come up with something better. Your task here is to engage users and bring them to your business — you can do this by offering asubstantial discount or a free trial. Gathera lookalike audience on Facebook. This is a great chance to lower your cost per impression since Facebook wants to provide its users with the best experience. A lookalike audienceincludespeople who share your existing customers’characteristics. If lots of your clients aremiddle-aged men from Australia whoenjoy traveling, peoplewith the same characteristicsmight also be interested in your company. Add a CTA.This seems pretty simple, but many advertisers forget to addCTA buttons or don’t know which one to choose. As a result, people skimmingyouradwon't know what they should do next and just scroll down their feed, ignoring your message. State what users should do nextclearlyand encourage them to start communicating with your brand.Personalized CTA buttons seem to strike the right chord with customers, but you also cannot go wrong with something classic, like“Learn more.” Increase your ad relevance score. We’ve already mentioned that search engines and social media want to meet their users’ needs, so they reward advertisers with low CPM rates. The higher your ad relevance score (10 is the highest), the less money you’ll pay. To get more points, analyze your audience thoroughly before advertising something. Let’s say that you are promoting your forest resortand target peoplebased on their locationto choose those who live near your resort. This might be ahuge mistake. First,learn more about your typical clients'age and income— your resort might be a premium offer, which is probably not the best fit for young people. Second, consider your audience'sinterestsandtake the ad relevance score seriously. Congrats, now you know why the cost per impression metric is essential for marketers andcan calculate and lower it. So, follow our tips to create a relevant ad campaign for social media!

Content marketing strategy is a set of actions to organize your content production and publishing so that it increases your market share, improves your brand image, and increases sales. In this video, a LIKE.TG marketer, Anna, explains how to create a powerful content marketing strategy. Why is content marketing strategy important? It helps you build trustful relations with your audience It helps you improve your site ranking on search engines It helps you generate leads It helps you show your expertise According to SmartInsights, 69% of B2B companies produce their content based on documented strategies. HubSpot claims that 70% of companies around the world invest in their content marketing. This means that planning your content efforts will be worth your while as it works for businesses of any size and industry. Let’s see why developing a strategy for your content marketing may help your business prosper: It helps you build trustful relations with your audience. Content that effectively addresses your target audience’s questions and helps relieve their pain points is a great foundation for building long-lasting relationships. People like to consume high-quality content, so, if you produce it, they are more likely to purchase products from you. It helps you improve your site ranking on search engines. Search engines use sophisticated algorithms to determine which content is best. To rank high, you need to produce well-written content, relevant to users’ search queries. Content marketing strategy is the thing that will help organize your content production so that you only share interesting and helpful information at the right place, at the right time, to the right audience. It helps you generate leads. The higher your content ranks on Google, the more traffic you receive. Place subscription forms and lead magnets on your best-performing pages, and you’ll convert your site visitors into marketing leads and eventually sell them your products or services. It helps you show your expertise. You need to produce high-quality content to share your knowledge in a specific business field. By sharing helpful and impactful content, you support your audience and prove that they can rely on your company. Let’s analyze what makes up a content marketing strategy. 6 Steps to Create a Content Marketing Strategy Define your goals Develop your buyer persona Brainstorm content ideas Define the best channels for sharing content Choose a CMS Create a content calendar Here are six universal steps that any business takes to organize their content marketing from a clean sheet into a structured strategy. Here’s what you should do: Define your goals. There are four most common goals that content marketing strategy may help you achieve: increase brand awareness, nurture loyalty to your brand, educate the audience, and increase customer engagement. Ideally, you need to combine all these goals in your strategy since they fit different buyer journey stages. Develop your buyer persona. Find out what barriers may stand in your buyers' way and how your product or service may help them overcome these issues. Also, analyze the age, gender, location, and other demographics of your customers. Once you develop your buyer persona, it will give you insights into what types of content to produce and how to present them to your audience. Brainstorm content ideas. For ten minutes, write down as many content ideas as you can. Then read your ideas out loud and sort them into three groups: poor, okay, and great ideas. Finally, you can narrow down the list of the best ideas you came up with and choose the most relative ones. Define the best channels for sharing content. Find out which channels your target audience prefers for communication. It’s best to publish your content on the channels with the highest engagement level. If your audience is mostly young people, it’s best to communicate your ideas on Instagram. If your target audience is businessmen who rely on data, facts, infographics, etc., it’s best to post comprehensive articles and rationalize why and how your products can solve their problems. Choose a CMS. A content management system is a platform for creating, publishing, analyzing content on your website. The most popular CMS platforms are WordPress, Joomla, and Shopify. Create a content calendar. It’s better to have your content organized in a schedule then simply have a chaotic to-do list. This allows you and your team to keep an eye on deadlines, visualize your progress, and plan with ease. You can also start your calendar by optimizing your existing content if there’s any. Let’s find out which types of content you can build your strategy upon. What content can you use in your content marketing strategy? Posts on social media Blog articles Emails Videos You can create and combine different content types based on your goals, budget, and target audience’s preferences. Let’s review some most common content types that you can utilize in your strategy. Posts on social media Everyone hangs out in socials these days, so posting your content there is a good idea. On each social media, you can reach different goals, so your content production depends on the platform you choose. For example, Yoga and diet coaches often create educational and helpful content on Instagram, supported by well-looking photos. Check a post from midnshapeyoga. The model shows a specific yoga pose, while the text describes its advantages and gives tips on how to perform it. Unlike Instagram, Facebook posts usually contain more text, and you may add videos longer than one minute. Here’s an example of a Facebook post from the yoga training industry. Blog articles Blogging is a way to communicate ideas more comprehensively to your audience. It takes more time and effort to produce detailed guides, instructions, service comparisons, etc. To create relevant blog articles, you need to find out which keywords people use when searching for specific answers, and give them those answers in your content. Put all your knowledge and experience into your articles, because engaging and helpful content has better chances for ranking high on Google. It will be easy for users to find your site, and they will be more likely to buy from you. Aside from educating and entertaining your audience, blog articles allow you to convert readers into leads. This format allows you to promote your business more naturally compared to internet advertising. Organize your blog into several categories and join relevant articles using tags so users can easily navigate through your content. SkillShare blog shows new articles in the carousel and offers few categories of articles to jump into. Under each category, you can find articles and CTA that encourage users to join the brand’s community. Emails This digital marketing channel has one of the largest ROI. It allows you to nurture leads, promote products, host events and giveaways, notify your audience of any updates by sending professional-looking emails to your opted-in subscribers. You can also show your authority by sending curated newsletters. This email type helps you keep your audience updated about the latest news and trends in your industry, so it’s not directly promoting your business. Check a brilliant email from SkillShare that shares great ways to spend time with an advantage during the coronavirus quarantine. With LIKE.TG, you can generate leads, create and send all kinds of emails, including automated welcome, abandoned cart, reactivation, confirmation emails, and more. Our Free plan allows you to send 15,000 emails to 500 subscribers per month at no charge, so check it out. Videos Videos are more easy-to-digest that allows you to convey more information compared with all kinds of text content. According to Wyzowl, 87% of marketers claim that video content drives more traffic to their sites, while 89% say they are satisfied with their ROI from video content marketing. You can post video content on YouTube and other video hosting platforms. Create videos, like vlogs, webinars, tips videos, and how-tos, to educate and entertain your audience. Here’s LIKE.TG YouTube channel where videos are divided into playlists. Each playlist gives more information on each feature of our service, “Marketing 101” and “Email marketing in 5 minutes” playlist are designed to help entry-level marketers. You can share your videos and blog articles via emails, posts on social media, Facebook and Telegram chatbot campaigns with LIKE.TG. It’s up to you to decide which types of content to utilize in your strategy, and it mainly depends on your budget and goals. Don’t try to succeed using all possible channels at once because it’s better to gradually build your strategy and implement one channel after another. Let’s now find out how to monitor your content efficiency. How to Analyze your Content Marketing Strategy Success Monitor your organic traffic Analyze your email statistics Track shares and virality on socials Use Google Analytics When you set your content marketing strategy up and running, you need to pay close attention to your performance. Check out some ways to do it. Monitor your organic traffic Organic traffic is the number of users who visit your pages after searching for information on Google. This is the most crucial criteria to evaluate your content performance. You can track it with Ahrefs, SemRush, and other digital marketing analytics tools. Ahrefs shows how much organic traffic sites get from each country every month. It also shows the number of keywords that rank on search engines, the number of referring domains, backlinks, etc. You can also monitor specific KPIs for particular pages and get great insights. Analyze your email statistics You can track your email engagement by monitoring open rate, CTR, and unsubscribe rate. This data is crucial to understand what kind of content works best with your audience. If you send your email campaigns with LIKE.TG, the statistics tab will look like this in your account: Track shares and virality on socials If you have a business account on Facebook, YouTube, and Instagram, you can track your productivity similarly to Google Analytics for website traffic, but in socials. It includes detailed data about demographics that allow you to adjust your content to be more exciting for your target audience. Check the statistics in Facebook Insights. You can monitor the number of people who saw, liked, and shared your posts. Use Google Analytics Google Analytics allows you to monitor user behavior on your pages, including time spent on the page, the number visited of pages per session, bounce rate, etc. You can also track your lead generation success by checking the number of subscriptions to your emails and blog articles, conversions from blog and videos, the number of registrations from opt-in pages, etc. In the screenshot below, you can see a report on session duration. It says how many users spend a specific amount of time on your pages. The more data you analyze, the more specific and effective your content strategy will be. Let’s finish this guide by checking some actionable tips. 5 Best Practices to Create an Effective Content Marketing Strategy Post consistently Use tools for SEO Use exclusive content to generate leads Leverage UGC Segment your audience We’ve collected five actionable tips to help you build an efficient content marketing strategy without much sweat. Here they are: Post consistently. Build your strategy in a way so that you can always provide your audience with helpful information to keep them up to date. You don’t have to do it every day, but there should be some stability. Aside from that, you need to be creative and innovative. Consistently come up with new content formats so that your brand looks fresh in the eye of your target audience. Use tools for SEO. We mentioned SEO-oriented tools, like Ahrefs and SemRush. They will help you analyze your traffic as well as get specific content ideas. You can find some relevant keywords searched by many people, analyze the competition for these keywords, and, based on that data, list content ideas with the most potential for your business. Use exclusive content to generate leads. You can also use ebooks, infographics, case studies, etc., as an incentive to join your community. For instance, you can offer an ebook in exchange for a subscription to your emails. If the ebook is a killer, you both provide a lot of value and open the doors for relationships widely. Leverage UGC. It’s content produced by your audience, like feedback, reviews, photos, videos, related to your brand. You can include user-generated contentto your content marketing strategy as social proof: your content looks more trustworthy if your words are proved with your customers’ experience. Segment your audience. Use your audience’s demographics and placement in the lead funnel to develop more relevant and convincing content. Cold leads, for example, need more nurturing and educating before they are ready to buy products. Warmed-up leads are more likely to engage with promotional information in your content, but you also need to provide more sophisticated and exclusive information for such users. The last and evergreen tip is to monitor content marketingtrends regularly. We hope you’ve got acquainted with the concept of a content marketing strategy, and this guide will help you create your own.

Conversion rate optimization (CRO) is the systematic process of increasing your conversions. CRO boils down to obtaining more sales from the same amount of traffic and entails studying your target audience, their behavior, and how they interact with your content. In this video, Anya, a marketer at LIKE.TG, explains how to turn your site visitors into loyal customers. Why is conversion rate optimization important? Digital marketing is a rapidly changing field. Your customers’ buying habits, behavior, and journey through the sales funnel change now and again. As a result, marketing strategies that worked well six months ago may not be effective these days. The only way to keep your business afloat in this constantly evolving environment is by working on conversion rate optimization. Conversion rate optimization can bring numerous benefits, among them improving marketing investment. Marketers can be sure that website traffic that comes after the implementation of marketing campaigns is used to its full potential. Companies successfully convert more users into customers and get more value from the costs they spend on generating leads, consequently bringing higher revenue. CRO enables businesses to have a better understanding of their target audiences, their needs, requirements, and preferences. After receiving customer insights, marketers can adjust their marketing strategies and make well-thought-out decisions regarding the website and its elements, content, social media efforts, customer support, and more. The analysis of user behavior enables companies to craft their website, blog posts, social media posts, advertising campaigns, and email campaigns to meet their needs, improve satisfaction, and bring conversion. Better yet, conversion rate optimization allows you to get a lot of value from your current audience without investing a ton of money into attracting new leads. Read on to learn conversion rate optimization statistics to prove that it truly matters for your business’s profitability and growth. Conversion Rate Optimization Statistics Conversion rate optimization statistics provide you with real proof of the necessity to improve your website, email campaigns, social media, and other channels for better sales. We’ll give some of the most crucial statistics to consider when deciding whether it’s important to optimize customers’ experience with your brand. 80% of new prospects don’t convert into customers; 96% of site visitors aren’t ready to purchase; 74% of marketers focus on lead conversion as one of the key priorities; personalized CTAs bring 202% better conversions; average landing page conversion rates amount to 26%; landing page conversions increase by 10% after reducing distractions. While statistics focuses on the importance of conversion rate optimization for your business, you still need to understand the benefits it carries. They will help you decide whether it's appropriate for your team to review your site, social media, and email marketing and find space for optimization. Benefits of Conversion Rate Optimization Conversion rate optimization has other advantages besides getting more revenue from the same amount of traffic. Let’s take a closer look at some of them. Advanced knowledge about your customers. There’s no CRO without collecting customer information, and the more you know, the faster you can drive your audience through the sales funnel. Prolonged customer lifetime value. A well-produced conversion rate strategy allows you to gain more leads and retain your current buyers. Higher search engine rank. CRO implies that your website visitors get what they want from your site, and search engines love it. Thus, your web page appears higher on SERPs, and you get more traffic. More profitable paid advertising. You probably invest a lot in PPC – an advertising model where you pay for each click on your ads. When your landing page converts more leads obtained from this channel, you get more revenue on each cent invested. Increased brand credibility. Thanks to CRO, you get more dedicated customers and higher ranks on search engines. These things combined raise trust in your brand. Effective lead generation. A well-thought-out lead generation strategy contributes to the quality of your prospects. An optimized user-centric website allows you to boost the number of qualified potential customers. Lower bounce rates. Since conversion rate optimization aims to identify and eliminate your website's issues, you can reduce the number of bounces your site causes. An optimized website will improve customer satisfaction and lead to more potential clients staying with your brand and buying your products. Better user experience. CRO allows you to understand how site visitors interact with your website and identify the issues that make them leave without purchasing. When you improve your website based on the user's needs and requirements, you can boost customer satisfaction and loyalty. The number of conversions will improve. Higher ROI. Website optimization contributes to the ROI of site visitors and your customers. When done right, conversion rate optimization will help you obtain more revenue than you spend on lead generation. Competitive advantage. Having a website that has all the necessary elements to engage customers, provides smooth support, a fast checkout process, and quick loading time helps you outperform your competitors. Customers prefer a proper website rather than those with low loading time, complicated payment options, incomplete information on products, or unclear call-to-action buttons. Higher profits. By improving the number of conversions with your company, you automatically increase your revenue. When site users are satisfied with their shopping experience, customer support, and brand values, they are more likely to buy your products. This results in better conversion rates and, consequently, higher profits. We’ve unpacked a few benefits your business gets from conversion rate optimization. Now it’s time to take action. Let’s start with seven hacks to skyrocket your landing page conversions. E-commerce Conversion Rate Optimization: Tips and Examples Design landing pages with one goal Apply simple UX design Include elements establishing trust Make it responsive Ensure seamless checkout Be short, sweet, and concise when messaging Provide targeted recommendations Improving your e-commerce conversion rates requires a strategic approach, as there is no one-size-fits-all solution. You need to carefully review your conversion rates and website and consider taking the following steps. Design landing pages with a single goal Each landing page should be designed to achieve one specific objective among your site visitors. This focus allows potential customers to concentrate on a single action, reducing distractions and increasing the likelihood of conversion. When you focus on selling a particular product with the help of your landing page and add a specific CTA to do it, you increase conversion opportunities. Optimized landing pages are more likely to convert users rather than overwhelm them with unnecessary information. Below, you can find how Freshworks places its call-to-action buttons. They are visible, clear, and concise, allowing users to instantly proceed to the desired action. Apply simple UX design Due to users’ short attention spans, it’s essential to stick to a clear, simple, and uncluttered UX design. Your layout and navigation bar should make it easy for shoppers to find everything they need fast and effortlessly. Check your landing page for good information architecture, clear terminology, the absence of distractions, and other elements that might negatively affect purchasing decisions. Below, you can see how simple Benton’s landing page is. The navigation bar allows users to quickly find all the necessary products. Include elements establishing trust You need to take care of these since prospects often pay attention to the comments, reviews, ratings, customer success stories, and case studies from previous customers. These elements are crucial for building trust and credibility. By adding customer ratings or success stories to your landing page, you can encourage trust and engagement, resulting in conversions. Below, you can see that OptinMonster adds customer testimonials to its website. These testimonials discuss the benefits of using the service and how it helps solve specific problems. Make it mobile-friendly More and more people are accessing websites and making purchases from their smartphones. However, not all e-commerce companies offer a mobile-friendly experience because their sites aren't optimized for mobile use. If you haven't optimized your site for mobile yet, it's time to prioritize it to avoid losing potential conversions. Ensure your website looks good on all screen sizes and allows users to explore products, complete checkouts, and view demos effortlessly. For example, HubSpot’s mobile website is easy to navigate, featuring a simple layout, ample white space, intuitive CTAs, and other user-friendly elements. Ensure seamless checkout A complicated checkout process can make users abandon their carts and leave your site. To prevent this, ensure your checkout process is as simple and fast as possible. Reduce the number of steps, offer multiple payment methods, and allow new customers to checkout without creating an account or logging in. For example, shopping on MAC Cosmetics' website is straightforward and user-friendly. Users can shop as guests without logging in, choose their preferred payment method, and quickly proceed to checkout. The process is streamlined, requiring minimal time and effort to complete. Be short, sweet, and concise You need to stay simple and concise across communication platforms. Consider using clear language and avoid creativity and wordiness. Your customers should be able to understand and find everything fast. Below, you can see how Birkenstock describes its products. Every item has a clear description that provides details about the product. Customers can instantly see the available sizes, prices, materials, etc. Provide targeted recommendations Crafting personalized offers for your customers leads to higher engagement and increased actions. Tailoring the shopping experience to individual preferences enhances sales opportunities and customer satisfaction. For instance, Amazon excels at providing a personalized shopping experience. After a user explores a specific product, Amazon displays a list of similar products based on the user's browsing history, increasing the chances of additional purchases. When you are involved in e-commerce, it's essential to improve conversion rates across all communication channels. Since landing pages are a primary source of leads, optimizing their conversion rates is crucial. We will show you how to do this effectively. 13 Tips for Increasing Your Landing Page Conversion Rate Rethink your landing page design Create attention-grabbing headlines Let users set preferences Provide a strong, unique value proposition Add engaging CTAs Encourage trust Include optimized visuals Revise your website copy A/B test your landing pages Add exit-intent popups Optimize for mobile Improve your page forms Remove distractions Boosting your landing page conversion rate requires careful planning and execution. Consider the following tips to enhance your results. Rethink your landing page design Visitors spend roughly 50 milliseconds deciding whether your website is worth viewing. Hence, make your landing page design a show-stopper. Firstly, revise your structure and ensure it is clear-cut and easy to skim. Check if your page has the following essential elements: a prominent headline; relevant, high-quality, and eye-catchy images; a compelling and distinctive call to action; a simple subscription form. Use custom visuals like infographics or videos to boost your web page conversions even more. Webflow provides an A+ example of a well-designed landing page. Various colors for each block make the page structure sharp and keep viewers engaged. The company uses custom visuals, such as collages, videos, animations, and infographics, to showcase its product and illustrate its benefits. The CTA button is located on the first screen and immediately grabs visitors’ attention. Moreover, Webflow reinforces its call to action with social proof — clients’ logos — boosting the conversion rate. Create attention-grabbing headlines Your headlines should be brief but contain the main value and resonate with your target audience’s concerns. A compelling, engaging, and eye-catching headline, including a value proposition, is a must for better conversions. Below, you can see clear, visible, and concise headlines Spotify uses to let users navigate its website seamlessly. Let users set preferences Add special forms to your website to let users set their preferences and get to know them better. By understanding prospects’ needs, you can provide more personalized offers and products they seek. Below, you can see how Beauty of Joseon uses this strategy to its advantage. After landing on the brand’s site, users encounter a pop-up form inviting them to share information about their skin concerns. Next, they are prompted to enter their email addresses to receive personalized product recommendations. This approach allows the company to collect contact information and send targeted offers, contributing to higher conversion rates. Provide a strong, unique value proposition To successfully convert site visitors into customers, you need to communicate the benefits of your product. Your prospects should understand why choose your product or service over others. A brand that stands out from the competition has more opportunities for conversions. When landing on HubSpot’s website, you can instantly see what the company offers and the benefits customers can reap. The value proposition is clear, concise, and visible to everyone visiting the page. Add engaging CTAs When designing call-to-action buttons, it's crucial to ensure they are well-placed, feature compelling text that encourages action, and have an appropriate design. Your CTAs should be strategically positioned throughout your landing page to allow users to take action seamlessly. In addition to placement, pay close attention to the wording of your CTAs. Use strong, concise, and action-oriented language such as “Shop Now,” “Grab the Offer,” “Learn More,” “Start Now,” and similar phrases to prompt immediate engagement. Below, you can observe how Innisfree, a well-known Korean skincare brand, effectively utilizes visible, concise, and encouraging CTAs. These buttons guide site visitors to navigate to essential sections and complete desired actions. The design is simple, with appropriately chosen colors that enhance usability. Encourage trust If you want to gain prospects’ trust and credibility, you should provide social proof in various forms. This can include reviews, ratings, case studies, success stories, testimonials, etc. Consider adding certifications and security seals to your landing page so that users mark your brand as trustworthy. Below, you can see how Pipedrive uses small business owners' customer success stories to establish trust and credibility. Positive reviews help the company increase its customer base and gain more conversions. Include optimized visuals Besides adding relevant, high-quality, and informative images and videos, you should also ensure that they align with your audience’s pain points, needs, and preferences. The size of your visuals also matters because it influences your landing page speed. That’s why you should optimize all the visual elements you decide to include. Revise your website copy Writing is crucial for improving your landing page conversion rate. While your design attracts potential customers, the copy persuades them to take the desired action. Check if your page text matches your target audience to make it more persuasive. If your knowledge about your customer persona is vague, you’ll fail to address their pain and interests and persuade them. Then, ensure your landing page contains only one clear call to action. The fewer links you have, the higher your conversion rate is. Airbnb knows a little something about creating an effective landing page copy. The text is intertwined with social proof, such as statistics and customer testimonials. Airbnb uses minimum words to enlighten its viewers and persuade them to become partners. The razor-sharp structure makes the copy easy to skim. A/B test your landing pages When it comes to CRO, A/B testing is nothing to sneeze at. Changing a minor detail, such as your CTA button’s color or image position, can often increase a conversion rate. If you want to conduct split testing, start with a hypothesis. For example, which landing page element can change the game for your conversion rate? Or you may need a whole new web page design. If you are stuck on this step, try experimenting with the key elements of your page, including your unique selling proposition, main image, features, benefits, and call to action. When running an A/B test, stick to the following rules to get reliable results. Test only one variable at a time. It might be a single page element or a whole different page design. Define your primary metric. It can be the number of web page visitors or the number of leads converted — choose whatever serves the purpose of your split testing. Outline your test duration. You should run your test long enough to get a substantial number of views. Ask users for feedback. This move will give you valuable insights into why your audience prefers one variant over another. Besides, you can get some hints for future tests. In the example from a WorkZone case study below, the company replaced colored logos with black-and-white logos. After 22 days of split-testing, the second variant showed a 34% increase in form submissions. Add exit-intent popups Many marketers avoid exit-intent popups because they are believed to be annoying for viewers. However, this tool is essential for conversion rate optimization, as the most well-performing popups convert around 9.28% of users. Apart from design hacks, you should pay attention to your copywriting and hook a viewer with an outstanding headline and a strong call to action. You can also implement some psychological tricks, as entrepreneur Marie Forleo did in the example below. The popup explains the benefits of her audio training for subscribers and promises some additional value. Moreover, it accentuates the safety of this offer since a viewer can unsubscribe anytime. Optimize for mobile Mobile users spend twice as much time browsing the Internet compared to desktop users. Roughly 70% of smartphone users confessed they would rather buy from companies with informative and convenient mobile websites. Meeting this audience’s interests is a great chance to boost your website's conversion rate. To get the ball rolling, improve your mobile landing page loading time — it should take less than five seconds. Then, make sure your website is convenient for mobile users. Is your content easy to read on a small screen? Are CTA buttons accessible? Look at the mobile version of the Global Patron website. The page loads in seconds, contains all the features available for the web version and provides easy access to buttons, including a clear call to action and a live chat button. Improve your page forms Subscription forms on your website can make or break your conversion rate. Long forms are often intimidating and irritating since visitors hate to fill them in and usually drop them off before finishing the process. Consider getting rid of excessive fields to acquire more leads. The best option is to go with an email address only. If you need more fields to segment your subscribers immediately, consider multi-step forms. Simply put, split your long forms into several parts. The form in the example below entices a website visitor with its simplicity. It looks like you only need to press the “I’m ready to talk” button. Once clicking it, a user sees a form with nine fields, but in this step, they are more inclined to put some effort into filling in the form. Remove distractions Your landing page visitors have a limited attention span. Hence, it’s crucial to remove everything that distracts them from taking action. To enhance your conversion rates, consider removing navigation bars, external links, banners, and other non-issues. Even sticking to minimum page elements, you can still build a well-designed and persuasive landing page, as Shopify did in the example below. The company left only two CTA buttons on its web page. Shopify added subtle social proof to boost the conversion rate – the number of customers at the top of the page, clients’ logos, and a testimonial at the bottom. All of them are located right before the CTA buttons to reinforce their message. Besides improving conversions for your landing page, you should also consider customers who come from email marketing. There are 10 effective strategies to consider when you strive to improve conversions from your email campaigns. 11 Tips for Increasing Email Conversion Rate Segment your audience Make your communication personal Use animations Create a sales funnel with your emails Make sure your emails display well Write an effective subject line Make a killer offer Add clear and visible CTAs Ensure value Drive a sense of urgency Remove inactive subscribers Email marketing is alive and thriving when it comes to promotional activities. The majority of internet users prefer to receive offers from brands via email. Moreover, the average email conversion rate is roughly 4% higher than for social media. If you struggle to raise your email conversions, try following the tips below. Segment your audience Segmented email campaigns get 100.95% higher click-through rates compared to non-segmented campaigns. If you still do not segment your email recipients, it’s time to give it a try. To start email segmentation, clearly define your criteria. They might be gender, location, the amount of time your subscribers have spent with you, the frequency of their interaction with your email campaigns, and more. After segmenting your subscribers, create different email strategies and campaigns for each group. Your emails should reflect the interests of each category of your receivers. Zara, a clothing brand, shows a great example of such an email campaign. The message below promotes a new collection and shows some womenswear curated for a female recipient. Make your communication personal Emails with the “To whom it may concern” salutation are frequently in the trash folder without being read. Such impersonal messages annoy your audience, while personalization appeals to 90% of customers. Thus, starting your communication by calling a recipient by their name is good, as Cognito Forms does in the example below. Moreover, the company uses a person’s name in the sender line because these kinds of email campaigns have a 15-35% higher open rate than non-personalized messages from companies. Use animations According to Litmus’ State of Email report, 91% of consumers prefer interactive and visual content over traditional, text-based, or static media. The autoplay of in-message videos is unavailable in most email clients and may not yield the conversion rate boost you need. Try to add GIFs and animations to your email campaigns instead. To improve your email conversion rate with animations, follow two simple rules. Firstly, use images relevant to your content. Secondly, stick to moderation because GIFs incorporated between every two lines of your email will drive readers up the wall. You’d better limit yourself to one or two animated images. Let’s learn from the Barkbox email campaign below. The company added only one moving image at the very beginning of its message. The GIF with cute doggies is custom, relevant, and perfectly matches the email’s design and Barkbox’s visual style in general. But most importantly, it’s funny, eye-catching, and adorable. Create a sales funnel with your emails If your email is a standalone piece of content, it will probably fail. To prevent this, consider each of your campaigns as part of a single email marketing strategy. Create email flows to keep customers engaged with your brand. We’ve collected 14 types of emails you need to provoke interest in your product, create an exceptional user experience, nurture leads, and more. Follow the principles of a marketing funnel to learn how to apply them to your marketing strategy. At first, provoke your readers’ interest, drive them towards purchasing, and push them to take action. Look at Framebridge’s Father’s Day email flow to get some inspiration. In the first email, the company gives a hint about a perfect holiday present and provokes readers’ interest. In the second message, Framebridge shares several moving stories about dads, intensifying readers’ desire to make their fathers happy. In the final email, the company urges readers to shop for last-minute gifts for their dads. Make sure your emails display well 65% of emails worldwide are opened on mobile devices, so emails that look great on any screen type are a must-have. A poorly-displayed message is unlikely to have a good conversion rate. Before sending your email, ensure it displays well on different screen types. Enabling users to open their email in a browser will help with any screen resolution or email client problems. Look how TheSkimm embodied this option in its email campaign. After a click, readers come to the archive of all of TheSkimm’s email campaigns, where they can read anything they like. Write an effective subject line Roughly half of the users decide whether to open your email based on the subject line. Three-quarters of recipients report emails as spam without opening them if they don’t like their subject lines. You cannot downplay the importance of this element when it comes to conversion rate optimization. There are tons of techniques and tricks to compose effective subject lines. To dive into this topic, review the list of hacks we’ve picked for you. However, the bottom line of each excellent subject line is its relevance and clarity. Readers should be able to grasp the subject of your email after a short glance. If the subject line is ambiguous or misleading, you may lose your audience's trust forever. Wordstream provides several excellent subject line examples. They are short, sweet, clear-cut, and comprehensible at first glance. Make a killer offer Talking about email conversion rate optimization without mentioning the offer is meaningless. Create a killer offer to drive more conversions, and reinforce it with psychological tricks. Our compilation of hacks based on human psychology peculiarities will help your email conversion rate grow like crazy. Let’s learn from Calm, a mobile app for sleep and meditation. The company offered its customers a tempting offer to buy a lifetime membership for half its average price. To make it even more irresistible, Calm added two psychological tricks. The service highlighted the exclusivity of this proposal right before the CTA button, accentuating the offer’s scarcity right after it. Add clear and visible CTAs When adding call-to-action buttons, ensure using action-oriented language, encouraging subscribers to take the desired action. For example, you can use phrases like “Shop Now,” “Redeem Offer,” “Learn More,” etc. Below, you can see how Grammarly uses email campaigns to convert subscribers into paying customers and encourage them to buy a premium subscription. The service uncovers all the benefits it can bring and provides a clear call to action button so that users can purchase the product. Ensure value Your email content should be informative and relevant. Discounts, educational materials, and essential insights will add value to your emails and encourage subscribers to interact with your company. When using this strategy, you’ll be able to receive more open, click-through, and conversion rates. Salesforce sends its subscribers an invitation to join its live event unveiling how to use AI and its service. Drive a sense of urgency Encourage more purchases by establishing time-sensitive offers and using countdown timers. With limited-time offers, you can make your subscribers act quickly after they receive your email campaigns. Below, you can see how MAC Cosmetics drives action by adding a subject line with information that the offer ends soon. Its email also mentions the end date of the deal and offers an enticing discount that encourages purchase. Remove inactive subscribers Periodically, check your mailing list for inactive subscribers and remove them from the list. It will help you improve deliverability and engagements, the two metrics impacting conversion rates. Since conversion rate optimization is equally important for B2C and B2B companies, it’s essential to understand how it works with different customers. That’s why we’ll talk about it in detail below. B2B Conversion Rate Optimization Conversion rate optimization is crucial for all businesses and the audience they target. It helps them reach decision-makers more effectively and encourages them to take action. This section covers this and more. B2B conversion rate optimization is the process of improving your website or landing pages to encourage more actions among decision-makers. This can be more filled contact forms, signups for your email newsletters, or an actual conversion during the first purchase. To successfully drive conversions for your B2B company, you need to perform specific steps, which you can find below. Understand your target audience. Consider creating buyer personas that describe your ideal business customers, their challenges, needs, decision-making process, and other crucial factors. It will help you find touchpoints with decision-makers and resonate with their needs. Optimize your site usability. When improving your site, you need to consider the three main elements: user-friendly design, mobile optimization, and load speed. If you want business clients to stay on your site and convert, you should ensure that your site is easy to use, comfortable for smartphone users, and loads fast. Improve your content. Your content should have a clear value proposition so that decision-makers can understand what your offer is about. Articles and blog posts you create need to be informative, providing value to prospects and addressing their challenges and needs. Optimize your lead capture forms. Review your subscription forms for clarity and simplicity. You should ensure that forms contain only the minimum fields to fill in. It will help you prevent potential customers from leaving. Use retargeting and follow-ups. If you have decision-makers who haven’t converted into clients yet, consider using re-engaging campaigns. These can be email campaigns about abandoned carts, enticing offers with discounts, season sales, etc. Besides reaching decision-makers for your B2B company, you might face challenges while converting smartphone users into customers. We’ll unveil what mobile conversion rate optimization is and how to do it effectively. Mobile Conversion Rate Optimization Since more and more prospects use their smartphones to access your website, social media, or landing page, it’s a must to pay attention to mobile conversion rate optimization. Let’s start with a definition of this term. Mobile conversion rate optimization is the process of improving your site or landing page based on the requirements of smartphone or tablet users. Business owners aim to optimize their websites for mobile users, including website design, CTAs, loading time, and user experience, to increase satisfaction and boost conversion. There are several main strategies you should keep in mind when working on mobile conversion rate optimization. ensure that your site automatically adjusts to the small smartphone screens once users open your website; create a mobile-friendly layout, providing seamless navigation and experience for prospects; ensure that site loading time is around 2 seconds and around 8.6 seconds for mobile devices; provide a simplified navigation menu to find the necessary information on your site; use a visible search bar so that users can find the necessary products more easily. Implementing your mobile conversion rate optimization strategy can be a time-consuming process when you do everything manually. Yet it can be easier with special platforms that will take the majority of your team’s responsibilities. So, let’s jump into our list of the best tools for conversion rate optimization. 5 Conversion Rate Optimization Tools LIKE.TG UserTesting Optimizely Hotjar Userpeek There are plenty of platforms you can use to optimize your conversion rates. In this section, we’ll list the best of them for you to consider. So, let’s dive in. 1. LIKE.TG LIKE.TG is a multichannel marketing platform that combines multiple valuable products used for conversion rate optimization. Email marketing software is one of them. If you decide to incorporate the service for sending email campaigns, you’ll enjoy the benefits of personalization, segmentation, a built-in spam checker, a drag-and-drop editor, a library of pre-built templates, an email verifier, A/B testing, follow-up emails, and many more. You can also use Automation 360 to send trigger and transactional emails. These will help you follow up with potential customers once they perform specific actions, improve their shopping experience, and boost engagement, which contributes to higher conversion rates. Besides email campaigns, LIKE.TG allows you to create web push notifications, chatbots, and subscription forms to collect prospects' personal data, engage with them, and provide personalized offers. With these tools, you can craft targeted messages encouraging leads to convert. Below, you can see how easy it is to create a professional email campaign using the service. Pricing: When leveraging email marketing for conversion rate optimization, you can start with a free plan that includes 15,000 emails, 500 subscribers, 3 sender email addresses, 1 domain, 1 website or bio link page, and 100 verifications. If you need to send more email campaigns to your subscribers, upgrading to a paid plan starting at $8 per month, billed annually, could be a worthwhile investment. 2. UserTesting UserTesting is a perfect solution for startups, enterprises, small businesses, and mid-markets. It provides valuable products for UX design teams, UX research teams, digital product teams, and marketing teams. With UserTesting, you can collect user feedback on any experience with your company. You can identify opportunities for better user experience, evaluate the quality of your website, including trust, ease of use, and layout, analyze site visitors using a pre-production experience, and assess new ideas. Below, you can see how to use UserTesting to create surveys and collect feedback on your new ideas, prototypes, applications, concepts, new designs, and more. Pricing: You can contact the sales team to find out about the company’s pricing. 3. Optimizely Optimizely helps you convert more users into clients by using A/B testing. The service helps you obtain valuable user insights and ensure seamless experiences, enabling you to convert more site visitors into customers. The platform allows you to experiment using an easily implemented, no-flicker snippet without any negative influence on your site performance. Optimizely is open for collaboration between team members. They can easily craft hypotheses and variations. It has idea submission forms and backlog, workflows, variation design tools, and approval checklists. All this activity is easily shareable and trackable due to the service's calendars. Below, you can see how to set up and run A/B tests using Optimizely. Pricing: You can contact the company’s support team for details on its pricing based on the features and products you need. 4. Hotjar Hotjar is a useful service for product and marketing teams, product managers, UX designers, and researchers. The platform offers various products enabling you to identify areas for improvement using visual user insights, find out what customers want directly, unveil bugs and broken flows, and focus on the right issues. With the platform, you can create heat maps visualizing user behavior. They will show you how users move, click, and scroll so you can remove friction and convert more people into paying customers. Using Hotjar enables you to quickly figure out what makes users frustrated and eager to leave your site. Besides, the platform helps you analyze user behavior across different devices, including smartphones, laptops, and tablets. This will allow you to find space for optimization and provide an excellent experience across all devices. With recordings, you can watch users’ full journeys, assess their experience, and find problems. Once you identify issues, you can improve them using recordings and user feedback for data-backed updates. The platform makes it easy to gather feedback from users. Below, you can see the process of creating a heatmap in Hotjar. Pricing: The platform has a free plan, including 35 daily sessions, unlimited heatmaps,recordings of user sessions, and basic filters. The paid plans start at €32 monthly if paid annually. It provides 100 daily sessions, page view filters, session information and technology filters, and events API. 5. Userpeek Userpeek is a remote usability testing solution that allows you to assess user experience with your website and optimize specific areas for better satisfaction. With its help, you can get real user video feedback (watch videos from real people using and commenting on your site’s usability and product), use tagging and annotations, and get speech-to-text transcriptions. The platform helps designers collect actionable user data, test designs, functionality, and user flows. Below, you can see the process of creating user testing in Userpeek. Pricing: Hotjar does not offer a free plan, but you can access its benefits by purchasing a paid plan priced at $211 per month when billed annually. This plan includes 5 monthly testers, credit rollover, unlimited projects, advanced test templates, annotation tagging features, and AI speech-to-text transcripts. Optimize your conversion rates to get more benefits with the same investments. LIKE.TG will help you do this easily—you can sign up and try a variety of our services, from a subscription form builder to an email campaigns management system.

Content repurposing is transforming the existing content into a new format aimed at reaching more people. It helps expand your reach, minimize costs, and establish a strong online presence. In this article, you’ll find out why content repurposing is important and unveil its 9 benefits. You’ll also figure out how to choose content for repurposing, explore 7 ways to repurpose your content, and get inspired by our amazing examples. Why is content repurposing important? Content repurposing helps content scale faster and appeal to new audiences. Brands can distribute information more effectively when reusing the existing content for new platforms. Once companies succeed in recycling their evergreen content to make it suitable for different channels and meet the audience’s needs, they will provide value both for people and their businesses. Being active on social media and other platforms means that a brand cares about its customers and their opinions. With content repurposing, you’ll be able to constantly interact with your target audience. Frequent publishing of podcasts, videos, blog and social media posts will help you establish a strong online presence and good relationships with your customers. As a result, your reach will grow. Transforming your content into new formats helps boost your SEO. If you have different content formats with the same keyword, your position in search engines will improve. Now that you know why content repurposing is important, let’s discover its benefits. 9 Benefits of Content Repurposing Content repurposing brings many advantages to business owners. The most essential is to recycle the content right and choose the most appropriate channels for content distribution. If you manage to do it successfully, content repurposing can help you: reach a new audience; achieve multiple goals; improve the deliverability of information; save time and money; present content in different formats; reinforce your message; establish a strong online presence; improve organic visibility; take care of SEO. Now that you know the benefits, it’s time to figure out how to choose content for repurposing. How to choose content for repurposing? To select the right content for repurposing, look at your metrics. You need to identify the performance of your blog posts. You need to pay attention to the five main metrics in Google Analytics to evaluate the success of your blog. These indicators include average time on page, page views, returning users, goal conversion rate, and average pages per session. Transform relevant blog posts that have high performance into other content formats. These blog posts should bring value to people and educate them about relevant topics. Once you have your blog posts identified, it’s time to think about the best format that can bring valuable experience to users. Finally, think of the best ways to distribute your information and appeal to people. Now that you know how to choose content for repurposing, let’s explore 7 ways to repurpose your content. 7 Ways to Repurpose Your Content As soon as you are sure to get involved in content repurposing, you need to decide what content you want to make. You can turn your blog posts into the most wanted types of content. We’ll now review the most popular formats people enjoy the most. Transform blog posts into podcasts. If you have some blog posts with valuable information you would like to share with your audience, consider creating an episode for a podcast. It’ll bring benefits to your business and podcast listeners. According to statistics, around 60% of US consumers older than 12 listen to podcasts, so you can expand your reach. Podcasts bring their owners brand awareness, higher traffic, and a larger customer base. With a podcast, you can deliver complex information. Turn articles into videos. Since 87% of marketers say video has сontributed to the increase in traffic, this content format is worth considering. Video is a highly engaging type of content people enjoy watching. It allows you to familiarize people with your brand and helps customers make buying decisions. Since multimedia works well with all types of screens, users can enjoy watching your educational materials from laptops and phones. After creating a video, distribute it to multiple platforms so that everyone can access it easily. If you upload it to YouTube, people from different locations will learn about your company and drive views. Collect educational materials to create an ebook. If you have useful content, make an ebook. Collect the information you have on the topic that might come in handy for learners. For instance, if you have CV templates and good content about creating professional CVs, it’s worth making an ebook. There will be many job seekers who need to create a perfect resume to get hired. Don’t forget to promote your ebook by sending email campaigns and publishing posts on social media. Make use of SlideShare. SlideShare is a hosting service that allows users to upload professional content like infographics, presentations, and other important documents. If you have information to transform into one of these formats. Make a slide deck with this data and upload it to the platform. Presentations and infographics are starters and professionals to deepen their knowledge. This step will enable you to reach more people and increase impressions. Include statistics in social media posts. Having accurate statistics is essential for your company since it makes your brand look more credible and reliable. Moreover, when we talk about social media networks. If you have such information, use it in your posts. Transform this data into a graphic, infographic, image, or video so that viewers perceive your information better and believe in your expertise. Show that you track industry data and care about it with your social media posts on Instagram, Facebook, and Twitter. Leverage different social media platforms and tools to distribute your statistics. Create an online course. Consider using the information in your blog posts to create a comprehensive online course. It can include guides, lists, examples, and how-tos you already have. You just need to recycle the content to suit the video format. Work with your team to structure your course. An online course will show your expertise and give participants the information they need. Update old blog posts. If your blog posts include evergreen content, they shouldn’t stay in the past. Updating relevant posts is a must for your content strategy. You have publish-ready content, which saves your time a lot. Update it with additional information to make your blog posts sound relevant and current. As a result, readers receive quality content with the latest data. Now that you know how to repurpose your content, it’s time to explore our examples and grab some inspiration. Examples of Content Repurposing There are many amazing examples of content repurposing you can use as a hint for creating new formats of content to expand your reach. We’ll review the successful examples so that you know what you can do with your articles, blog posts, videos, etc. ProBlogger The founder of ProBlogger, a blog that helps people earn money blogging, had lots of success with his “31 Days to Build a Better Blog”. So Darren Rowse decided to make the most of its series and turned it into an ebook. The ebook costs $29.99. Now when the initial launch was years ago people still buy it. People use the materials from this book for various online courses. Jay Baer Jay Baer has a different approach to content repurposing. The founder of Convince and Convert creates different short videos, usually three minutes in length, on diverse topics and reuses them to create various types of content and publish them on his website. He turns these short videos into Medium posts, iTunes audio podcasts, blog content, promotions, etc. Moz Moz increases the involvement of its audience with the help of Whiteboard Friday videos. Since video is one of the most effective and engaging ways to reach customers, the company leverages the method to communicate necessary information. Each user can receive videos individually and also explore blog posts and their video transcription. Congrats, now you know the benefits of content repurposing and ways to do it. Hope our examples will serve you as a hint for your future content transformations.

A conversion path is a process during which site visitors provide their contact information and turn into leads. It encompasses descriptive and noteworthy content, visible call-to-action buttons,landing pages, and thank you pages. In this article, we’ll unveil how a conversion path works and the ways to createit to generate more leads. Obtaining personal information from an anonymous visitor and converting this person into a lead isn’t an easy task. Site owners should know at which stages people stop and don’t convert. It’ll help them optimize the process. By developing well-thought-out conversion paths, companies increase their chances to motivate users to start theirbuyer journeyand obtain new customers and promoters of their brands. How does a conversion path work? A conversion path and its components (informative content, visible CTA, landing page, and thank you page) help brands attract visitors and convert them into prospects. With the right elements, businesses get more qualified leads, customers, and sales volume. By creating and publishing quality content in different forms, brands educate site visitors about their products. This way, people canlearn about what is important and interesting to them. With calls to action, users can access and enjoy a company’s blog posts, videos, and other content. A properly designed landing page aims at receiving information about readers, usually through an opt-in form. After submitting the required information, a new lead sees a thank you page with an offer. Now let’s walk you through the ways to create your effective conversion path and get more clients. How to Create a Conversion Path to Generate More Leads Publish quality content Design a visible and attractive CTA Develop a landing page that appeals to your ideal customer Create a great thank you page In this section, we’ll discuss several great techniques essential for attracting more prospects to your product. Publish quality content The most powerful tool in inbound strategies is great content. Informative and relatively long articles, interactive and educational videos, and other forms of content turn occasional visitors into leads. Companies find different tools to communicate the message of their brands to their target audiences. They reach prospective customers with their content in emails and on landing pages and blogs. You should be ready to create excellent content and optimize it for your buyer personas. It’s necessary to address the needs of your ideal customers and solve their problems. Focusing on their challenges and goals is your top priority at this stage. Design a visible and attractive CTA To let visitors access the landing page of your product or service, you need to have a CTA button. It should be visible and clear and encourage users to click. Remember, you begin a conversion path with each CTA. Hence, the better the button, the more chances to obtain additional conversions. Let’s take MAC Cosmetics, for example. The email below contains a large CTA button to take the person to the necessary landing page. Develop a landing page that appeals to your ideal customer Once your content is ready, it’s time to jump into the next step — developing your landing page. Think about the ways to present your content and make people convert. To get more leads, make sure you have opt-in forms. Besides, your landing page should contain the benefits of your productthatare the most relevant to customers. Don’t forget to create separate landing pages for different products. Let’s take Codeacademy’s landing page, for example.Apart from being attractive and clear,it includes the information a client needs and an opt-in form. Besides, visitors can find out the platform’s benefits right away. With LIKE.TG, you can create a visually appealing and mobile-friendly landing page without any technical skills by using our drag and drop builder. You can see one of LIKE.TG’s templates for landing pages below. Create a great thank-you page This page is the end of your conversion path. These specialized website pages contain the information you promised in exchange for a person’s contact information: articles, books, templates, visuals, etc. They can also include CTAs to stimulate visitors to start their buyer journey. For example, a thank-you page by SimplyMeasuredinforms visitors that a guide is sent to their email addresses. To put it simply, anonymous visitors whocomplete their conversion path can become your company’s leads. The right path converts users into leads and then into your brand’s customers. Therefore, you need to do your best to design and implement this strategy for your company to reap its benefits.

Contextual marketing is advertising the products relevant to people’s current needs. It aims to personalize promotions by studying user buying behavior. In the article, we clarify what contextual marketing is and why it is important, highlight its benefits and describe the way it works. We also provide examples of successful contextual marketing campaigns and explain why they are so powerful. Why is contextual marketing important? According to Statista, spending on contextual advertising will grow by 13.3% every year. In this section, we explain why this process is so promising and how it can help you boost your company. The main advantage of contextual marketing is providing perіonalized and relevant content to the audience. Slideshare states that 80% of people are more likely to purchase from a brand that ensures an individual approach. Consequently, contextual marketing allows companies to attract more clients by offering personalized experiences. Contextual ads are not annoying because they offer the products that users need at the moment. Contextual marketing is cost-effective because providing only relevant advertisements lets businesses generate more sales. You can save money on the promotion of the ads that don’t meet the users’ needs. The success of contextual advertisements is easy to measure, so you can optimize your strategy anytime it is necessary. Now you understand why more and more businesses choose contextual marketing to sell their products. Let’s go further and discover the benefits of this type of promotion. Benefits of Contextual Marketing According to McKinsey Company, 71% of consumers expect personalized experiences. This fact explains the overall interest in contextual marketing and its strong position within other ways of product promotion. Discover more about its benefits in this section. It helps increase conversions and generate more sales. Contextual advertising promotes products that people want when they are ready to make a purchase. It helps get a higher click-through rate and increase ROI significantly. It improves customer satisfaction and engagement. Contextual marketing involves the placement of the ads relevant to the previously viewed content. Therefore, users are more likely to engage with them. Also, such promotions help consumers save time on searching for necessary products which increases the rate of their satisfaction. Moreover, providing personalized experiences allows you to improve your service quality, build trust with your clients and make them more loyal to your brand. It helps increase retention and reduce cases of brand switching. When the customers are already loyal to your brand, it is vital not to irritate them with continuous advertising. Contextual marketing allows you to promote your products only when people are interested in them. Such an organic advertising strategy will motivate consumers to choose your brand again and again. It is cost-effective and easy to measure. Platforms charge payment for clicks on contextual ads, not for views, which decreases the cost of the promotion significantly. You can track the performance of your ads using such metrics as CTR, CAC, and the number of conversions. A deep analysis of them will let you define the weak points of your strategy and improve it to make it more effective. These benefits motivate many business owners to implement contextual advertising into their marketing strategy. We explain how to use this type of promotion effectively in the next section. How does contextual marketing work? Launching contextual marketing campaigns is easy, but there are some peculiarities you need to know. In this section, we describe how to set up contextual ads and explain how contextual marketing works. The first step is to define the main parameters of your promotions. You should identify the topic, such as food, clothes, cars, etc. and select 5-50 related keywords. Exclude negative keywords if you don't want your ads to be shown for a specific search query. You can also set a broad or specific reach for your promotion. Broad reach means placing your ads based on the topic, while specific reach makes them appear only on the pages that match with chosen keywords. Once you define the parameters of your promotions, Google searches for the most relevant pages on the network. The platform examines page structures, languages, texts, images, link structures, etc. to find the websites your advertisements will fit. When people search for something on the Internet, the server analyzes the data about the URLs they visit and chooses the best pages your ads should be promoted to. If the chosen parameters match the content on the website, your advertisements can be placed there. Such a strategy allows companies to reach the audience interested in their products and increase the effectiveness of advertising campaigns. In the next section, we provide a few examples of successful contextual marketing to inspire you to optimize your promotions. Examples of Contextual Marketing According to CodeFuel, 49% of marketers in the US use contextual marketing. This percentage is growing, and such ads are becoming more and more popular over the years. Below we provide examples of successful contextual marketing campaigns launched by well-known companies. Fitness Blender This popular website provides many workouts and programs to help people improve their physical and mental health. While reading their blog you can see small advertisements on the left of the page connected with the topic of the article you read. For example, below there is a screenshot of the ad that promotes a guide on roller exercises. It may be relevant to the readers of the blog that are already interested in healthy living. Amazon This company uses contextual marketing to promote products similar to the ones you are looking for. Once you open the product page on their website, there is a sponsored card with suggestions on the left of the screen. There is an example of such a promotion below. LinkedIn This employment-oriented platform allows you to find jobs that fit your profile. Look at the screenshot below. When you open the companies’ pages, there are sidebar advertisements with vacancies on the left. Such contextual ads are beneficial both for businesses and workers. They help companies find experienced staff and, at the same time, provide a list of offers to employees who use Linkedin. Congrats, now you know what contextual marketing is and why it is important, understand its benefits, and the way it works. You have discovered examples of successful contextual ads and can use this type of promotion for your company.

Conversion marketing is a set of activities aimed to increase the conversion rate — the number of users who visit a site and convert into leads or customers, depending on your goals. Watch this helpful videofrom Neil Patel to learn some actionable tips on improving conversion rates in your lead generation strategy. Importance of Conversion Marketing In internet marketing, it is easier and cheaper to generate leads compared with offline stores, but the conversion rate is much lower. According to WordStream, the average landing page conversion rate across industries is 2.35%. Сonversion marketing requires you to pay close attention to how effectively your website converts. It helps identify the reasons why only a few people convert or the causes of a sudden drop in the number of conversions and take the necessary steps to get back on track. If with 10K of visitors on your landing page 1% convert into customers, it means 100 purchases. Conversion marketing helps improve that balance, so even a one percent increase turns into 200 purchases in such a case. Bring conversion rate up to 5% or even 10% to get a dramatic change in your revenue. Use this formula to calculate the conversion rate: Keep on reading to find out how conversion marketing will help you achieve your goals. Conversion Marketing Best Practices Optimize your website Engage with the target audience Build a trustful brand image Automate your processes Conversion marketing is based on controlling the conversion rate. Here are some actionable tips to improve it as well as your overall performance. Optimize your website Website usability. Among common reasons for the low number of conversions are usability issues on your website. It may be poor site navigation, which makes users struggle to find the products they need. Create product names relevant to what you sell, for instance, "nylon dog collar" or "leather cat collar." Make sure you set up filtering right, and the categories are logical. Avoid overwhelming users with too many options; otherwise, you will make their shopping harder. Google search. Searching on Google is the first thing the majority of consumers do when they consider making a purchase. Make your products easy to find on Google to acquire more leads with search engine optimization. Mobile usage. Mobile optimization is a necessity due to the global spread of smartphones and the enormous amount of time people spend on them. Make sure all elements of your content — text, CTA buttons, links — are responsive and display well on screens with different resolutions. Engage with the target audience Another common reason for the low conversion rate is that you try to promote your products and services to uninterested people. It may happen because you failed to clarify your offer or contact your base for a while, and it became outdated. There are some ways to deal with that: Run re-engagement campaigns. Send re-engagement emails to refresh your relationships with inactive users. Keep on communicating with those who responded, and remove from your mailing list those who ignored. Implement personalization. Come up with more relevant proposals to help users deal with specific problems they need to solve. Start using subscriber’s name in the email subject line and go beyond that — send personalized emails, SMS, and web push based on segmentation. Segment your audience. Market to the groups of people that have some common characteristics like age, gender, location. To satisfy even more customers and improve the contents’ relevancy, utilize behavioral segmentation. Show targeted ads. Use Google Ads and Facebook Ads — advertising platforms with massive coverage and detailed options for targeting. Gain new warm leads with very specifically targeted promotions for people who are interested in your services. Use remarketing and retargeting. Retargeting multiplies the chances of generating more leads by showing ads relevant to people’s search queries and behavior patterns on websites. Remarketing, in its turn, is a repeat display of banner ads containing the goods that users have viewed earlier. It works with the help of a tracking pixel or a JavaScript-tag. Build a trustful brand image Make your brand stand out: it will encourage people to share your content on socials, bringing in warm marketing leads, which are easier to convert. Here’s what you need to work on aside from usability and targeting to build your brand: Content. Make high-quality professional images of your products from appealing angles. Write a persuasive copy explaining why your products are worth buying and using. Make clear calls-to-action: it’s a crucial element for getting people converted into customers. Social proof. Add social proof — good feedback and reviews on your website. It is an excellent idea for dispelling doubts of customers who are yet hesitating to purchase. Multiple channels. Represent your company on various marketing channels like email, SMS, social media, and chatbots. Choose only those channels that are relevant and convenient for your target audience. Read more about multichannel marketing here. Automate your processes Automate repetitive tasks that your support or sales team takes care of. Onboarding, answering frequently asked questions, explaining product details — you can optimize all that. Here’s how. Email marketing. Send welcome emails, onboarding drip campaigns, and abandonment shopping cart emails. Send these and other kinds of trigger emails with LIKE.TG for free. Chatbot marketing. Use a chatbot to help users 24/7 and make the living of your support team a little bit easier. For instance, a chatbot can help users with booking a room at the hotel or assist with getting acquainted with the services your company provides. It is also a way to move users down the sales funnel towards the exact product they need. Push notifications. Web push notifications help to inform your audience about new offers and news connected with your brand. SMS marketing. SMS marketing is a way to initiate flash sales, contests, and share coupons to encourage local people to make a purchase. Read our blog article, which contains tips to improve your conversion marketing.

Conversational marketing is a strategy that implies communicating with customers with the help of live chats, chatbots, and voice assistants. A consumer can reach a company through these forms of communication when visiting a brand’s website, social media, or paid ads.This method helps attract more prospects, understand their needs, and lead themdown the sales funnel faster. LIKE.TG allows you to reinforce your conversational marketing strategy with the help of chatbots and a live chat for your website. In this article, we’ll discover conversational marketing statistics and benefits. We’ll also review three conversational marketing platforms that canhelp you get inspired by some outstanding examples. Conversational Marketing Statistics Conversational marketing allows businesses to communicate with their leads, solve their problems just in time,and provide them with the information they need. Face-to-face communication is essential for customers, and livechats and chatbots help connect the digital and physical worlds. Statistics prove that prospects often need personal assistance. 71% of buyers prefer to communicate with brands in real time. 52% of consumers mention that they will purchase from a brandagain if its team provides supportin a live chat. Moreover, conversational marketing brings advantages to businesses as well. 79% of brands report that a live chat contributes to customer loyalty, a higher number of sales, and increased revenue. Now thatwe have reviewed the most important statistics that represent the benefits of implementing conversational marketing, let’s walk you through each of them in more detail. Benefits of Conversational Marketing Entrepreneurs implement the technique because of the variouspros it brings to businesses. Companies aim to enhance user experience and implement innovation so that customers can perceive them as industry leaders. Moreover, conversational marketing is an excellent opportunity for businesses to get insights into their customers’ needs and problems. Apart froma better buying experience, the strategy enables brands to qualify leads, connectthemto the right departments, and effectively move prospective customersdown the sales funnel. As a result, businesses acquire more conversions, high organic traffic, and a wide customer base. Close communication with customers allows companies to understand their needs and address them quickly. When a company knows a lot about its consumers, it can effectively identify the right time to implementupsellingand cross-selling, increasing its revenue. By engaging with customersusing the most suitable channels like live chats or chatbots, brands provide users with an excellent buying experience.This tactic improves customer satisfactionandencourages word-of-mouth promotion and referrals. As a result, a brand can obtain new customers. The majority of startupowners assume that creating chatbots requires some special skills and knowledgewhen it actually doesn’t. Wehave gathered several conversational marketing platform examplesthat don’t require you to specialize in programming or coding. 3Conversational Marketing Platforms Although developing a good chatbot can take a lot of time and effort, there are still a lot of excellentplatforms that help simplify the process. Consider using the following platforms to provide your customers with instant help. LIKE.TG Our chatbot builderallows you to automate replies, manage customers’ inquiries, and move leadsdown the sales funnel. You can set up a chatbot on the most popular marketing channels like Telegram, Whatsapp, Facebook, and Instagram. By creating a chatbot using LIKE.TG, you have an opportunity to quickly consult customers and provide them with all the necessary information about your products. LIKE.TG allows you to add up to 10 quick replies to make the process faster, use buttons to redirect users to your site, or provide the necessary information using links. To enhance your sales process, theplatform enables you to receive payments from customersright in the chatbot by integratingyour preferred payment system. Check out our article to find out how you can create a chatbot for free. Below you cansee how to start creating a chatbot flow with LIKE.TG. There are several variables you can include to start a flow. Free plan: up to 1,000 subscribers, three bots in Messenger and Telegram, ten variables, one RSS feed for auto-posting, and API. Paid plan: From $7.88 per month for one user, billed annually. The platform also enables users to create a live chat for their website. It helps introduce a company to a user, collect user data, and convert more leads into customers. You can integrate a live chat with landing pages, chatbots, and CRM for better performance. This way, you can increase your outreach, blow up conversions and store all the data about your clients in one place. With our service, you can design a nice live chat widget that aligns with your brand style, welcomes new site visitors, and assists them during their journey. Set up automated flows answering their FAQs and let them talk to a live chat agent if they need more help. Below you can see 3 default triggers that can launch the flow. You can create your own triggers based on keywords. For more information about creating a live chat for your website, check out our Knowledge Base. Free plan: 1,000 active users and 10,000 conversations across all messaging apps.Paid plan: the price depends on the number of subscribers. Chatfuel The service empowers you to automate all your marketing effortsusing a chatbot. It will help you manage yourlead generation and customer support service. It provides you with an editor that allows you to design chatbots to your liking without any coding skills. The platform enables you to create a chatbot that can provide your customer with information and advice. Since brands oftenuse popular social media platforms, Chatfuel offers you to integrate withlots of otherplatforms. It also provides users with access to analytics to explore their chatbot performance and gather valuable insights. Below you can see how to create a chatbot with Chatfuel. Free plan: 30-day trial.Paid plan: From $15 per month. 13chats 13chats is a platform that suits the needs of marketers, support teams, and sales reps. With its Facebook chatbots and live chat option, you can boost sales volume and customer satisfaction. If you have a small or medium-sized startup, you can use 13chats to improve your online chatservices. It allows you to use a drag-and-drop editor to create professional message flows with no coding skills or knowledge. 13chats’chatbots enable you to update customer info, upcoming promotions, product releases, webinars, and personalized offers. Moreover, you have the access to chatbot analytics to evaluate your performance. These insights can help you deliver the best content that meets customers’ needs and desires. Below you can see an example of chatbot audience activity analytics. Free plan: Available forever.Paid plan: From $13 per month. Examples of Conversational Marketing Brands need a human approach to obtain the necessary information from visitors, such as a conversational marketing strategy. Let’s delve into several examples to grab some inspiration from established companies. Kayak Kayak’s interactive chatbot empowers travelers to find the necessary flights and hotels in Facebook Messenger within minutes. With its help, customers can search for hundreds of hotels, flights, and places to visit and book everything they need. The main advantage of the chatbot over its website is that a user can search the history and find thenecessary information when opening a conversation with a chatbot. Sephora Sephora tries its best to engage customers and provide them with a human approach. The retailer designed two Facebook Messenger chatbots that assist its leads and customers. Sephora Reservation Assistant helps customers book a makeover while the Sephora Virtual Artist chatbot allows customers to find the products they look for. Simply put, conversational marketing is effective if you aim at reaching out to yourtarget audience, exploring their needs, and addressing them correctly. Nowadays, good customer support is impossible without a chatbot or live chat.

The conversion is the ratio of the number of visitors that have completed any target action inspired by advertisers, marketers, merchants, and content creators to the total number of site visitors. It's expressed as a percentage. In this video, Neil Patel unveils seven hacks to blow up your conversion rates. These target actions may be: making a purchase; registration; subscription for emails; downloading files; going to the landing page; visiting particular pages of the site; clicking on an advertising link. Conversion in email marketingdepends on the number of actions your subscribersmake. That's why you need to know the answers to the following questions: How many registration forms do users fill out? How many opens and clicksdoes your email have? How many orders did subscribers place in their shopping cart after you sent the email campaign? This is one of the methods to calculate conversion in email marketing. An example would be if you implemented email marketing for your online store. Let's assume that your email campaign has 500 unique clicks,and due to the coupon of this email, subscribersmade 14 purchases. In this particular case the conversion is counted this way: 14 purchases/500 clicks*100=2.8%. Why should you analyze conversion? As email marketing exists to increase profits and acquire new leads, you need to track the conversion after you sent a successful series of emails. If the click-through rate(CTR) of your email campaign is high, it's more likely that you will have more purchases and a high rate of conversion on the site. Compare the conversion coming from another channel (instead of emails), and you'll see the effectiveness of every marketing channel you use. One of the essential elements that increase the conversion in email marketing is a highopen-rate. Read more about it in our article.

Content promotion is a process of communicating different forms of content to the target audience through free and paid marketing channels. It helps generate traffic, enhance reach, increase conversions, and boost ROI. In this article, we’ll discover the importance and 6 working strategies of content promotion. We’ll also review 3 tools. Why is content promotion important? The content promotion enables companies to drive organic traffic, reach new audiences, and improve conversion rates. Both startups and well-established brands develop long-term strategies and plans for content creation to resonate with their audiences. Quality content is a must for any business since it helps attract prospects and bring new customers. However, if a company has entered the market recently, it doesn’t have the authority and love of many people. The audience is small. To increase it, business owners promote their content. Today, you can encounter various channels that effectively promote blog posts, services, podcasts, videos, and products for free and for a certain fee. You should only choose the most suitable one. With social media, PR, PPC ads, and influencer marketing, you can introduce your product to users. Once people know your company better from your content, they’ll consider using your product. Eventually, you can build strong relationships with users, establish trust, and gain a big customer base. Now that you know the reasons to consider content promotion, let’s discuss some amazing strategies. 6 Content Promotion Strategies Send your content to subscribers on your email list Share your new content on social media Add video to your fresh content Ask bloggers for help Distribute your evergreen content to communities Leverage paid ads If you have new content but low traffic, it means that your content isn’t promoted well. In this case, you need to revise your content promotion strategies. If you have no idea about the tactics you should choose, our list of outstanding strategies will help you. Check it out. Send your content to subscribers on your email list According to statistics, the number of email users around the globe amounts to around 4.3 billion. Email marketing is a powerful tool for content distribution. For sure, you have people who have already subscribed to your email newsletter. This means that they will gladly explore your new blog posts, articles, videos, and podcasts. With email marketing, you’ll reach all your subscribers, and those who find it useful will open the email and click through to read, watch or listen to your information. LIKE.TG’s bulk email service is a perfect solution for those who need a platform to create professional email campaigns and send them to the right segments of subscribers. Let’s take Academia, for example. Below you can see one of Academia’s emails informing its user about the newly available article related to the topics explored before. Share your new content on social media If you seek to obtain a large reach, you need to share your new content on all available social media, such as Twitter, Instagram, and Facebook. The main point is to identify what channel your audience prefers the most. Your potential clients might explore social media to find an appropriate company. If you regularly share your updates, these people might find something useful. The number of views, comments, and shares increases. Besides, social media is a perfect place for word-of-mouth marketing. If your brand provides fresh content, subscribers will appreciate it by becoming your advocates. Your regular visitors can share your post with their friends and increase the number of impressions. For example, Huawei updates followers about its new blog posts on Twitter. If interested, people can click the link and read the full article. Add video to your fresh content As you know, people always welcome visual content like photos and videos because they perceive it better. That’s why it’s always a good idea to repurpose content. Since 54% of consumers wait for more video content from companies, it’s worth creating a video. It’s especially critical for social media, where stories and reels are becoming increasingly popular. Short videos will help you promote new pieces of content and update people on releases. Below you can see how Semrush encourages beginners in marketing to check out its TikTok channel and its recently uploaded videos. Ask bloggers for help Influencers play an important role in targeted distribution. Since reaching certain audience segments is essential for the success of your content, you need a person who will connect you with them. So search for influencers who publish quality and informative content and have many subscribers. Some of their social media accounts might perfectly fit your topic and be useful for followers. For instance, My Favorite Murder promotes the first-anniversary episode of That’s messed up pod. Distribute your evergreen content to communities There are many online communities out there: Medium, Reddit, Growth Hackers, etc. They help you communicate your piece of content to the right audience segments. As a result, you get new readers and backlinks. The most important is to find the most appropriate platform related to your content. This will allow you to reach people interested in your industry and find your information valuable. Share evergreen content first since these articles or visuals are always relevant for people. For example, Reddit enables you to submit your content and see the reaction of the website’s users. Leverage paid ads Paid ads bring more users to your website and increase the number of conversions. They also help reach different audiences. With outstanding ads on social media, you can hook the attention of customers from various geographic and encourage them to purchase. Your content should be engaging, interesting, and informative. It should instantly communicate the value to people. If you do everything right, you’ll receive traffic and enhance your audience. Let’s take PPC ads, for example. If users search how to build a buyer persona, they instantly encounter paid ads of Semrush and Survicate at the top of search results in Google. Now you know the strategies, so let’s discover some tools that can foster content promotion. 3 Content Promotion Tools You can distribute your content successfully with the help of professional tools. In this section, we’ll review the 3 most powerful content promotion platforms. BuzzSumo Besides helping to create high-performing content, BuzzSumo also takes care of your promotion. The company empowers you to look for influencers related to your industry and connect with them. These opinion leaders will later promote your content on their social media. You can use Content Analyzer to get insights into the top-performing articles related to your company. Then, find out those with the biggest number of shares. After, you can find the top sharers. This is your list of influencers who might be willing to share and promote your new blog post, podcast, or video. The service provides a free plan yet with limited access. BuzzSumo offers 10 free searches per month. In case you need an unlimited number of searches, you can buy a paid plan with a monthly fee. The price starts at $99/month. Hootsuite Hootsuite empowers you to manage all your social media accounts on one platform. You need only a couple of minutes to schedule posts on multiple channels. The company’s calendar view enables you to review your content and schedule it for a certain time. Besides creating excellent content and delighting your customers with blog posts, you can also address incoming messages from users and get updated on the reviews. Hootsuite provides you with the opportunity to plan and publish paid ads on LinkedIn, Instagram, and Facebook. Once the ad is posted, you can track it without switching platforms. You can choose between two plans to start your 30-day free trial. It covers the minimum number of users, social accounts, and scheduling of unlimited posts. After the expiration of a free trial, you’ll need to buy a paid plan. The company charges its users $49 monthly for the most simple plan. Buffer Buffer is a perfect platform for starters since it helps plan content with your team and publish it. The service’s analytics provides you with access to social media performance and engagement to see your comments and get in touch with your audience. If you start your business and content promotion on social media, you can take advantage of Buffer’s free plan. You’ll get basic publishing tools, a landing page builder, and the opportunity to manage 3 channels. To enjoy the benefits of more features, you need to get a paid plan. The price starts at $6 per month and offers analytics and engagement tools. Amazing blog posts, videos, podcasts can’t reach many people without good promotion. That’s why you should always think out the strategies to obtain traffic and readers, listeners, or viewers. Hope our strategies and tools will come in handy.

Contextual advertising requires placing ads on site pages relevant to their content —for example, promoting kitchen utensils on a cooking blog. Google AdSense allows the owners of news sites, blogs, and entertainment resources to earn money by placing advertising banners on the site. How does contextual advertising work? Contextual advertising is an intermediary between webmasters (a.k.a. site owners) and advertisers who want to place their banners. Webmasters earn money after users click on an ad placed on their site. The cost per click on ads varies from a few cents to hundreds of dollars. It depends on a publisher, keyword competition, search volume, ad quality, and the maximum bid an advertiser can pay per click. The advertising network displays ads based on the page content. You need to tell Google AdSense what your ad is about by choosing the necessary topic and keywords. If they match the main topic of the publisher’s page, they can place this ad. Google will also analyze page text and structure, language, and keywords to select the most relevant page for an ad. After this analysis, Google AdSense finds a page that is the perfect match for your advertising. There are several types of contextual advertising predetermined by platforms where you want to place your banners. These include in-video ads, in-game ads, and display ads. Contextual advertising is often mistakenly confused with behavioral advertising. Let’s find out the difference. Contextual Advertising vs. Behavioral Advertising The difference between these two major advertising techniques lies in what they target. Behavioral advertising implies targeting user behavior, while contextual advertisingfocuses on context. Advertisers need to find pages relevant to their contextual advertising offers. It means that their banner should look natural for a user in this or that environment. For example, a banner ad promoting running shoes on a fitness blog and an ad offering users to buy reading glasses on a book blog is a perfect choice. Behavioral advertisingimplies targeting users who have previously interacted with this or that site. For example, if users view items, add them to their shopping cart, or read articles on a blog, they can then meet personalized offers on other sites encouraging them to go back to the site and make a purchase. Compared to behavioral advertising, contextual advertisinghas several benefitsthat include the following ones. Easy setup. With contextual advertising, you don’t need to collect, store, and analyze lots of customer data, which is the core of behavioral ads. No customer privacy policy issues. Behavioral advertising requires tracking pixels and collecting cookies, which GDPR regulates. Since cookies are considered users’ personal data, you should inform them how you will collect and use them further. Hence, in terms of privacy, contextual advertising is much easier to run. Stalking-free web surfing. Behavioral advertising makes users feel attacked. Navigating a company’s site doesn’t mean they want to buy from it since they could just compare prices or look for more information. Contextual advertising won’t make users feel stalked because banners are naturally knitted into the content of a page they read. Now that you know how contextual advertising works and are aware of its benefits compared to behavioral ads, let’s check out some examples. Contextual Advertising Examples New York Times uses different contextual ads depending on the site section. They placed an ad offering publishing services in their “Books” section. The next advertiser is Verizon. They promote their new Samsung phone on TechCrunch, an online newspaper about high tech and startupcompanies. Congrats, now you know how contextual advertising works, understand its benefits over behavioral advertising, and have some examples at hand. It’s time to create your own ad!