Advance your marketing skills:
Local Marketing | Content | Social MediaBrad Smith the founder of Codeless, a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.
| Full Name | Brad Smith |
| Display Name | bsmarketer |
| Job Title | Founder |
| Company | Codeless |
| Type of Work | Business Owner |
| Location | Denver, CO |
| Favorite Thing About SEO | Always evolving |
| Favorite Topics | Business Practices, Consulting, Copywriting, Events, Search Engines |
By matching messages across their ads and landing pages, one company was able to dramatically improve their costs per conversion and conversion rate. Brad Smith shares their process and how to emulate it in this blended how-to and case study.
July 13, 2017 19 17
If your brand hasn't adopted a mobile-friendly mindset, it's likely you're falling behind the competition.
July 21, 2016 29 9
Projects are the lifeblood of service-based businesses.Trouble is, most are unprofitable.This month you’re billing like crazy, barely able to keep up with demand. The next? Nothing on the horizon, with little cash left in the bank to show for all your work.You were too busy to sustain any real promotion. And there wasn’t enough profit built in to hire or get some ex...
May 4, 2016 22 10
You need to create content that's unique-enough to create thought-leadership and compel organic sharing, but also make it relevant-enough to improve key marketing and business metrics.
April 18, 2014 18 10
How "Message Match" Can Lift Conversion Rates by 212.74% [Case Study]
Blog Post: July 13, 2017Thanks Rachel! The trick is to prove success with small clients. Get them to one sale / week, repeatedly, and figure out what those key metrics are (the cost per sale vs. the revenue or profit on each) initially. Then you can ramp up as they get more comfortable and confident that money isn't being just flushed down the drain. So start with a few hundred bucks to show it works, first.
It definitely helps organic search and can even help you find new keywords to build organic campaigns around, etc. But as always, it depends on how much money you have to spend and if that budget can be better used elsewhere.
Definitely! Most of the time, it also comes back to how good / experienced you are at running it. So if you're targeting poor keywords with little-to-no intent, you'll let in a lot of 'junk' in search terms (what you're actually paying for) and as a result, conversions will always be a problem - then it's like a (bad) self-fulfilling prophecy.
Thanks Toni! It's definitely a correlation as opposed to causation. However, there is some underlying benefits of doing it this way (besides just being good for the customer experience and conversions).
Here’s How to Cut Your MozCon Travel Costs by Half
Blog Post: July 27, 2016Great tips!
RE: Airbnb - I'd also recommend close proximity to conference hotel. That would allow you to loiter in the bar area after hours (especially helpful if traveling alone).
Here’s How You Can Ensure Your Projects Are Profitable
Blog Post: May 04, 2016Thank you! :)
Appreciate the kind words, and glad it was useful!
Link Echoes (a.k.a. Link Ghosts): Why Rankings Remain Even After Links Disappear - Whiteboard Friday
Blog Post: August 15, 2014R Kelly discovered echoes years ago. https://www.youtube.com/watch?v=2tAi46bv1Z4
I can't believe no one brought this up yet. :)
Case Study: 5 Steps to Create a Killer Content Marketing Strategy
Blog Post: April 18, 2014Thanks Will, glad to be of help! Feel free to contact me on Twitter @fixcourse anytime if you have any questions going forward!
Thanks Nicole! Love both of those tool for different reasons like you mentioned.
The obvious answer would include things like "end of post" CTAs (i.e. HubSpot) targeting behavioral or interest (i.e. CTA matches the content topic). But you can also do it explicitly or implicitly within the article. You can focus the article content on problems, pain points, symptoms, then transition into a brief solution overview and then at the end say something like "get 7 additional ways to fix this thing" or "and our webinar on Friday will show you how to do XYZ". Otherwise if you look at the article example in the post above, you can also just position your product/brand as the obvious solution and not make any explicit CTA. Depending on your visitors / customers, most people quickly grasp the intuitive positioning and will look for the "next step" even if you don't say it every single time.