B2CRM News Highlights: Influencers data, Meaningful Renovation, and Relevant Innovation

Source: https://postfunnel.com/b2crm-news-highlights-influencers-data-meaningful-renovation-and-relevant-innovation/

You know about the pandemic. You know about the economic downturn. You know about social and political turmoil. But, if you are in the business of influencer marketing, that’s not all the headache 2020 gave you. 

With the insane rise of TikTok, the legal battles around it, and the introduction of Reels and Triller, influencer marketing went through plenty of additional unrest. 

But, a new study by coupon company Valassis, published on Mobile Marketer, shows that as much as the space is going through changes (growing pains?), it is by no means going anywhere. 

Watch a quick B2C CRM news update here: 

From the video: 

Here are a few highlights from the Mobile Marketer piece: 

  • 35% of U.S. consumers said they had made an unplanned purchase based on something they saw on social media 
  • 40% of consumers said they’re more likely to trust a brand that features an influencer they know 
  • 51% of consumers said they had bought a product or service after seeing it used or promoted by an influencer in the past two years. 

And, when taking into account the social protests of this past summer, it is very interesting to learn that: 

  • 36% of influencer-following consumers saying they follow a more diverse group of influencers than they did before the protests against racial inequality started in the summer 
  • 32% of respondents saying they had purchased more products/services from businesses that are endorsed by influencers from different racial and cultural backgrounds 

But, as many in the influencer space will tell you, this channel isn’t for everyone. While other channels such as online ads, OOH, or email tend to work well with many different audiences, influencer marketing sensitive both to demographics and personal preferences/beliefs. 

That fact that “65% of consumers say they would stop following an influencer who says or does something that doesn’t align with their personal ethics and values”, per the research, in showing just how much influencer marketing can backfire. 

Another way the pandemic-induced global crisis changes things was a little easier to predict. 

At the beginning of the pandemic outbreak, many in the media talked about a number of huge companies that launched during the previous economic recession of 2008-2009. 

From WhatsApp to Venmo to Instagram to Groupon to Uber to Pinterest to Slack to Square, and more. 

Now, the Wall Street Journal is reporting that applications for new U.S. businesses are rising at the fastest rate since 2007. Because of a mix of necessity and opportunity. 

What can it mean for your – well, unfortunately, already existing brand? That you can and should try new things yourself, and tap into those same necessities and opportunities. 

One recent example comes from the world of cereal, as demand for breakfast cereal is up for the first time in a decade. One company that is enjoying this spike more than others is General Mills – maker of Cheerios, Lucky Charms, and Cocoa Puffs, that is moving fast to exploit that return to these familiar flavors. 

Customer marketing challenges and opportunities

According to a report by Robinhood, they are now going to do it in two main ways: “Meaningful Renovation” (improving existing products) and “Relevant Innovation” (combining existing products). 

And whatever the results of these efforts would be, we just wanted to say we think there’s some real buzzword-potential to these two phrases. “Meaningful Renovation”. “Relevant Innovation”. Confusing a bit. A little hard to say. But it could work. You just wait (while enjoying breakfast cereal). 

The post B2CRM News Highlights: Influencers data, Meaningful Renovation, and Relevant Innovation appeared first on Post Funnel.

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11 Pricing Page Examples of Productized Services to Copy

Source: https://www.autogrow.co/pricing-page-examples-productized-services/

“All roads lead to Rome.”

Have you heard that ancient saying?

It refers to Rome being the point of convergence of all the main roads of the Roman Empire.

And in digital marketing, it means the exact same thing.

Rome is your pricing page.

And your landing pages (and all of their elements—CTA buttons, copy, design, etc.) are the spokes to the hub that drive traffic to your pricing page.

Because once customers are sold on the value of your products or service, their next step is to visit your pricing page.

But if your pricing page doesn’t follow certain principles, then you may lose the lead f.o.r.e.v.e.r.

In today’s article, I’ll show you:

  • 11 pricing page examples of productized services.
  • Which best practices help boost conversions on your pricing pages and which ones certainly don’t.
  • And how to identify (and fix) zero multipliers that are killing your conversions on your pricing page.

If you make your prospects’ journey through your site as smooth as possible, then you’ll ultimately convert them into buyers.

Because in the long run, all roads (and leads) lead to your pricing page. Let me ask you this question first…

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

What Makes a Pricing Page Actually Convert?

You’d be surprised to know how a tiny, simple tweak to your pricing page can actually give you a flood of leads coming into your pipeline.

CTA buttons’ shapes, colors, copy, headlines, price anchoring, optimization, typos, images, design, font size (almost got out of breath here)—all these elements and more come into play when you’re looking to convert prospects.

Especially on your pricing page!

You see, pricing pages are a particularly important part of your sales funnel.

Because your prospects’ journey through your site isn’t complete without visiting your pricing page and clicking on the magic “Buy Now” button.

So on your pricing page, you have an important chance to persuade your site’s visitor to buy whatever it is you’re selling.

And if you can nail the copy, design, and all the high-converting elements of a landing page, then you can boost your conversion rates and make more money with, you guessed: your pricing page!

For example, in this case study, after redesigning their pricing page making CTAs bolder, brighter, clearer pricing, nicer design, testimonial, more obvious currency selection—conversion increased by 25%.

I’ve seen proven patterns (and bottlenecks) towards converting more sales, leads, and email subscribers in the 313 case studies I analyzed in my Proven Sales Conversion Pack.

Now, I’ve shown you in the past the best landing page examples of billion-dollar businesses.

But right now, I’ll show you how some productized businesses have structured their pricing pages to achieve high conversions.

#1 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: SPEEDKILLS

What is it?

SpeedKills is a productized business that provides WordPress hosting services.

SpeedKills solve a huge problem.

A website’s Google ranking (traffic) and its sales (conversion rate) are directly tied to how fast a website loads.

So they specialize in solving this problem by upgrading a website’s speed, increasing security, and saving their clients the time of doing these optimizations themselves.

It’s a fully done-for-you managed service with a unique pricing of $97.

What This Pricing Page Example Does Right

  • They have one unique pricing plan with price anchoring. And the Law of Friction, one of the Laws of Sales Funnel Physics says that the easier you can make the experience for an interested buyer, the more likely he/she will buy! So having one unique pricing plan helps do just that.
  • There’s a FAQ section to clarify any questions prospects may have before checkout.
  • Despite not having a live chat, there’s a “contact us” form for prospects who have more questions.
  • There’s a clear list of features the package has.

Where This Pricing Page Example Could Improve

  • This pricing page could benefit from having a brighter CTA button (the brown is too passive). Highlighting your key CTA links with color or by turning them into buttons, is always a safe bet to get more people to a key landing page. What’s just as worthwhile is to challenge your assumptions of WHEN someone would be prepared to buy, or make a donation, in the case of the example below which spiked conversion by 190%.

Before…

After…

  • CTA button shape would stand out more if it was round.
  • They could have repeated the pricing and/or the CTA button. The Law of Repetition says that the frequency of exposure to your offer has a direct impact on conversion rates. More exposure to the offer causes more conversion, though ROI diminishes after a point because people get annoyed.
  • The Law of Confidence also says that people care a lot about whether or not your product actually does what it claims. People are risk-averse, so they desire proof in order to minimize perceived risk before buying. It can be in the form of testimonials, case studies, etc. And this pricing page example could have benefited from having some social proof.
  • There’s no risk reversal.
  • It’s better to do price anchoring instead of showing just one pricing option. This works because not only do customers converT more on lower priced products, but because of the principle of *Reciprocity*. In fact, providing price comparison increases conversion rate by 10%.

Before…

After…

#2 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE:

What is it?

Leadpages is a landing page builder.

We use it to create and optimize all of our landing pages and those of our clients’.

We’ve been their customer for 3 years already.

And it’s the best tool we’ve used so far for building landing pages.

It’s a good plugin to add to the foundation of your site because you’re capitalizing on opportunities to capture new leads who might be stopping by to check out your content or service offerings.

When it comes to Leadpages’ brand effect on the way your products are sold, Leadpages is the best option.

What This Pricing Page Example Does Right

  • They highlight a recommended plan and offer reassurance by showing which is the most popular plan.
  • The mention of the free trial mention mitigates the fear of losing money
  • Nice breakdown of the features included in each plan although they limit their features on purpose by an order of magnitude.
  • They include social proof in the form of testimonials and added what other people are saying about their business which calms customers’ fears.
  • Each plan clearly speaks to every audience (Advanced, Pro, Standard).
  • Monthly and annual pricing are included.
  • Although they don’t get to chat with someone from Leadpages’ support in real time and open a ticket request for assistance, there’s an FAQ section included.
  • Great use of the price anchoring. Because adding the most expensive package to the left makes the other packages look “cheap”.
  • CTA buttons are above the fold. And in fact, a simple call to action button placed above the fold can increase conversion rates by 31.12% as it happened in the case study below.

Before…

After…

Where This Pricing Page Example Could Improve

  • Brighter CTA buttons would stand out more.
  • Having a live chat widget could potentially calm prospects’ fear of buying or answer any additional questions they may have.

#3 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: ACTIVECAMPAIGN

What is it?

ActiveCampaign is a cloud software platform that offers software for customer experience automation which combines email marketing, marketing automation, sales automation, and CRM features.

We use ActiveCampaign to send our newsletters and email campaigns.

For a limited time, they’re offering CRM with Sales Automation for 3 of their packages for free.

And they’ve got tons of features and their prices are pretty low compared to other options.

ActiveCampaign’s customer support isn’t that great to be honest.

And the tool’s a bit buggy but your emails do get sent.

You can use ActiveCampaign in your sales funnel to create sales rapport building with prospects.

This requires less thought from the prospect, and they’ll generally be more willing to do it, especially if they get a free resource (such as a lead magnet).

What This Pricing Page Example Does Right

  • The Law of Clarity works great here because the headline states that there are no setup fees.
  • CTAs are above the fold so that’s awesome!
  • They highlight a recommended plan for prospects to find their ideal plan faster.
  • By answering the “How many contacts do you have?” question, all pricing plans adapt to the number of contacts you have (pricing varies based on the number of contacts you have).
  • They add scarcity with the text “limited time”. The Law of Loss says that people are loss-averse and will do everything they can to avoid missing out on value or a deal. So this text appeals exactly to that fear of missing out.
  • They include a FAQ section with the most common questions potential buyers ask.
  • Seeing what other customers have achieved after purchasing the product or service helps prospects make a faster buying decision. And ActiveCampaign includes social proof in the form of testimonials.

Where This Pricing Page Example Could Improve

  • Adding color to all CTA buttons to make them stand out.
  • Improve the layout of the features section in all plans.
  • A live chat widget for buyers to get questions answered in a personalized way.
  • They could rearrange their pricing from most expensive to least expensive because people read from left to right. But in fact, 81% of SaaS companies organize prices low to high according to Process Street.

#4 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: ETHERCYCLE

What is it?

Ethercycle is a productized eCommerce consultancy.

They specialize in designing and optimizing Shopify stores.

What This Pricing Page Example Does Right

  • The Law of Range says that audiences respond to having the freedom to choose a variety of products and services. So it’s great seeing so many different pricing options.
  • Separating the pricing packages into different categories can make prospects skim through the packages faster.
  • There’s clarity on the copy. It states that all packages are based on fixed prices and not on hourly rates.

Where This Pricing Page Example Could Improve

  • Adding color to the CTA buttons would actually make them stand out more and would make the design look a bit more alive.
  • The shape of the CTA buttons could be round so they’d look more clickable.
  • The text on the CTA buttons should be more aligned with what they want prospects to do. Inviting them to learn more can cause some friction because people may just want to sign up for one of the packages.
  • Keeping the same order of the prices (most expensive to the left and then most affordable to the right) would be a bit less distracting.
  • Adding each pricing package into a box would make the user experience more friendly in terms of skimming through the pricing page.
  • It could have benefited from adding some social proof for more credibility.
  • There’s no risk reversal information for buyers’ peace of mind.
  • They don’t present buyers with an option to speak with a sales rep.
  • This pricing page could benefit from making the prices stand out more. In fact, increasing the font size of pricing results in 36.54% more clicks on “Add to Cart” buttons and in a 10% increase in revenue as it happened to this case study from our Proven Sales Conversion Pack.

Before…

After…

  • So, having too many pricing options has its downside too. In this case study you can see how when Groove simplified their pricing options, conversions boosted from 1.17% to 350%.

Before…

After…

#5 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: SCREENCAST-O-MATIC

What is it?

This is a screencasting and video editing freemium software tool.

Screencast-O-Matic lets you record your screen, edit your video, and share it as a file or link.

And it’s perfect for practically anyone with any goal—work, educational, or personal.

Although it limits you to record 15-minutes videos per upload for free.

If you want to record more than 15 minutes, then you need to upgrade to any of their paid packages.

This tool is very friendly and super easy to use.

Plus their customer support is phenomenal.

What This Pricing Page Example Does Right

  • CTA buttons are placed above the fold so people don’t have to scroll down to click on them. Great use of the Law of Visibility here!
  • Nice use of contrasting colors.
  • Clear chart comparing both pricing plans.
  • Trust badges are included so customers feel like they can rely on the business at the time of purchase.
  • FAQ section with several questions to help overcome buyer objections.
  • They highlight the plan that has new features so prospective customers are enticed to check them out.

Where This Pricing Page Example Could Improve

  • Some social proof could potentially calm customers’ sales objections. The Law of Confidence says that people care a lot about whether or not your product actually does what it claims. People are risk-averse, so they desire proof in order to minimize perceived risk before buying—in the form of testimonials, case studies, etc.
  • They could rearrange their pricing from most expensive to least expensive because people read from left to right.
  • Using $1.65 is not a persuasive price to display. The number that actually improves conversions is 9 according to Gumroad.

Source

#6 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: AUTOGROW.CO

What is it?

AutoGrow is like project management software but with proven pros already inside, ready to work on any digital marketing task you delegate to us.

You can submit unlimited requests for emails, landing pages, funnels, graphics, ads—anything.

Then, our team of experts start working on your projects while you just check on the progress of the work through our web app.

You can monitor the work from your laptop or from your phone.

With each package you can get unlimited tasks completed by us per month.

PLUS, for your peace of mind, you’re backed by our 30-day 100% satisfaction guarantee.

And we also have AutoGrow’s Marketplace where you can get just one task done without subscribing to any of the packages.

What This Pricing Page Example Does Right

  • 4 pricing packages to give prospects more options to choose from and clear CTA buttons that invite prospects to start the $7 for 7-day trial.

  • The pricing packages are highlighted as the most popular and the one that adds the most value.

  • Each package doesn’t only show the pricing but the money buyers would save if they’d buy monthly, quarterly, or annually.

  • To reduce friction, we have a second CTA button in case prospects aren’t ready to buy yet and need to watch the demo video first.

  • The Law of Emotion says that people respond to emotion. And in fact, as much as 95% of customer purchases are driven by that. And in AutoGrow’s pricing page we have different icons representing the name of each package so prospects can easily relate to them.

  • We have tons of social proof and a powerful risk reversal for customers’ peace of mind.

Where This Pricing Page Example Could Improve

  • The FAQ could collapse so it looks less text-heavy.
  • Updating our testimonials so that they are more aligned with our value proposition—which is getting creative digital marketing work done instead of guaranteeing X results for our clients and that they’d get rich in X time.
  • A/B testing a pop-up inviting people to watch our demo video.
  • Removing navigation and footer links.

#7 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: DESIGN PICKLE

What is it?

Design Pickle has ranked on the Inc. 5000 list in 2019.

This productized service provides unlimited graphic designs to businesses by pairing clients with a professional graphic designer.

Their service addresses the need to hire a graphic designer to create various icons, images, banner ads, etc. for your business.

What This Pricing Page Example Does Right

  • They clearly state the features each pricing package has so the alignment of the copy is great.
  • Nice design that catches the human eye.

  • Clear CTA buttons that contrast and stand out.
  • They’ve got options for monthly, quarterly, and annual plans.
  • They show their pricing in both American and Australian dollars.
  • They have a clear breakdown of what’s included in each plan.
  • An FAQ to answer prospects’ questions.
  • They have live chat available for anyone visiting their pricing page.

Where This Pricing Page Example Could Improve

  • They could rearrange their pricing from most expensive to least expensive because people read from left to right.

#8 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: SCRIBE

What is it?

Scribe is a productized service that offers unique programs designed to help people write, publish, edit, ghostwrite, and market their books.

Their mission is to help everyone write a book.

Because writing a book takes time to outline, draft, rewrite, re-read, edit—and that’s just for creating it.

But this service is specifically useful for entrepreneurs and authors who want to write a book but don’t have the time to do so.

What This Pricing Page Example Does Right

  • They have an FAQ at the bottom of the page.
  • They have a label with their most popular plan.
  • The Law of Repetition was used properly here since they have their pricing plan stated twice. So people who are at the top of the page can see it as well as the people who scrolled down too.
  • Clear breakdown of what each plan includes.
  • Clear distinction between all plans and who they are for.
  • I think it’s good that they have an option to schedule a consultation because this could potentially help nurture the relationship with clients. And also answer questions that weren’t included in the FAQ.

Where This Pricing Page Example Could Improve

  • The Law of Visibility could have played an important role on this productized service pricing page. By having colored and contrasting CTA buttons, they would stand out more. Therefore, more people would click on them.
  • Probably a CTA redirecting to the checkout page would add less friction to the users. Because if a prospective customer is looking to buy, then the checkout option isn’t right there and they have to try to find it.
  • I think it’s great that the breakdown of each plan is very detailed. But at the same time, it makes the pricing chart look too long and prospects may not scroll down to read the whole thing.
  • Including a live chat widget could help increase conversions. Because chatbots may overthrow email as the king of digital marketing.
  • CTA buttons with colors.

#9 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: BIGTINCAN

What is it?

Bigtincan is an AI-powered sales enablement automation platform that helps sales and service teams learn faster, sell better, and be more productive.

They provide effective ways for teams to perform at higher levels. It also helps to deliver better business results by creating pleasant buying experiences.

What This Pricing Page Example Does Right

  • They keep their language simple and straightforward.
  • Clear CTA buttons in terms of copy and design.
  • They limit their pricing plans to a few options (good use of the Law of Range here).
  • Good visibility of their CTA buttons.
  • They have live chat support.

Where This Pricing Page Example Could Improve

  • They could rearrange their pricing from most expensive to least expensive because people read from left to right.
  • Features of each pricing plan would be easier to read if they were left aligned.

#10 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: SUMO

What is it?

Sumo is a suite of tools for automated site growth.

The 4 tools they offer are:

  • The Smart Bar for email collection that can be used as a CTA or placed at the bottom or top of the page window.
  • Share Buttons for social sharing.
  • Welcome Mat for email collection that can be added as a video, CTA, embedded on an article, or on a landing page.
  • List Builder for email collection that can be added as a click trigger or a pop-up.

What This Pricing Page Example Does Right

  • They use social proof in the form of testimonials so potential buyers see how satisfied past customers have been.
  • Great visibility of their money-back guarantee. People don’t have to scroll down to see it.
  • CTA button is above the fold so prospects don’t have to scroll down.
  • They feature their monthly and yearly options along with the money prospective customers would save with each payment option.

Where This Pricing Page Example Could Improve

  • Not using the Law of Range here and only offering prospects one pricing option could scare them away. Because people like having options to choose from and not feel like they’re stuck with only one.
  • This pricing page could use some design optimization to make it visually more attractive. In fact, pricing page optimization can cause 76% more visits to a free trial page.

Before…

After…

#11 PRODUCTIZED SERVICE PRICING PAGE EXAMPLE: SAMCART

What is it?

SamCart is a digital marketing tool that allows you to create simple checkout pages for your business.

They also have a ton of templates to choose from so you can A/B test your checkout page copy.

They’re great for upselling too.

You can create upsells and downsells that are dynamic based on how your customers respond and whether they take an offer or not.

When we started using this tool 2 years ago, we thought it was kind of clunky because there’s limited ability to kind of put things where we want them to go.

But after getting the hang of things, now we use it for all of our info products checkout pages.

What This Pricing Page Example Does Right

  • They have pricing options for billing monthly and annually.
  • CTA buttons are above the fold.
  • They show the savings from the annual pricing.
  • They include an FAQ section. And FAQs help grow sales.
  • They have a live chat option plus their contact information for prospects to email them.
  • The name of their packages are easy to understand and speak to their audience. For example, someone who wants to “launch”, “grow” or “scale”.
  • They use price anchoring to make expensive plans look cheap.
  • The powerful word “free” is included.

Where This Pricing Page Example Could Improve

  • Add color to their CTA buttons to make them stand out more.
  • Although it’s good to have benefits and features clearly stated, having so many bulleted items makes the pricing plans look too long and prospects may not scroll down.

Conclusion

Download the “11 Pricing Page Examples of Productized Services to Copy” so you won’t forget to take action on it later. Click here to download it now.

See how you can easily start seeing leads and customers coming in to your checkout page by tweaking your pricing page?

The important thing is you know which of the best practices outlined in this article will work best for you.

To review, some of the best practices that successful productized services follow on their pricing pages are:

  • Making CTA buttons visible and clickable (preferably above the fold).
  • Using price anchoring to make some options look more affordable.
  • Adding live chat support to attend any inquiry or question prospects may have.
  • Showing the money people would save if they’d buy any of your pricing plans.
  • Including social proof in the form of testimonials, vanity stats, or trust badges.
  • Having an FAQ section to answer any questions potential customers may have.
  • Removing navigation and/or footer links that could be distracting.
  • Showing pricing tailored to annual and quarterly plans.

Those tweaks can take minutes to implement them, and when done right, you’ll see massive conversions!

Because your prospects’ journey through your site would be completed right after they hit that “Buy Now” button.

Now, quick question: does your pricing page follow any of those best practices? Or to the contrary, does it lack those? Have you tried A/B testing to optimize your copy and design and see what your audience is really looking for?

Let me know in the comments below.

Keep AutoGrowin’, stay focused.

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When OOH Ads Tell You To… Stay In

Source: https://postfunnel.com/when-ooh-ads-tell-you-to-stay-in/

Being outside means seeing ads everywhere you go. That’s life as we know it. And it’s not only billboards anymore. Of course.

Recent research from Waze and Forrester found that one in five CPG marketers are already investing in digital OOH (Out Of Home) ads today. And another 44% said they are likely to start investing in it within the next two years.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

But being outside also means keeping social distancing, wearing masks, cleaning your hands. That’s life as we are now learning to live it.

Now, put your hands together – and you’ll get what now seems to be a trend – OOH campaigns about preserving corona-times restrictions.

And with Twitter recently launching such a campaign, we wanted to turn the focus to a few more that are focusing some of their OOH efforts on living-with-corona norms.

Twitter

In response to users Tweeting about wearing masks, Twitter launched an OOH campaign to combat mask-fatigue.

The pro-mask campaign features billboards across the U.S. that showcase Tweets about “life with masks on.”

Extra

A few weeks ago, in the U.K., Extra gum told consumers to “Mask your breath.” 😷

KFC

So, you probably already heard that KFC is temporarily changing its iconic slogan, as “finger-lickin’ good” just doesn’t sound so good anymore.

Just Eat

Prompting consumers to order food using an online app, Just Eat launched the “Get Food Delivery like a G” OOH campaign featuring Snoop Dogg. Yes, exactly.

To generate the creative, the OOH ad incorporates day, time of the week, and weather triggers.

Away

The travel company brilliantly combines travel destinations with appeals to dogs and cats passing by on the street using scented posters.

What a great way to catch people’s attention amid traveling lows! Pet travelers are more than likely to remember the ad when things go back to normal, too.

Touchland

It might seem obvious that a hand sanitizer promotes slowing the spread of the pandemic with OOH campaigns but placing the ads in 40 bus shelters in New York City was extra meaningful.

Burger King

Yes, yes, another genius ad from the burger giant!

This OOH ad features Ronald McDonald making out with Burger King and was plastered at a bus stop in Finland during pride month.

“Proud to see Burger King Finland as the official partner of The Helsinki Pride. Even more proud of our 100% Corporate Equality Index,” shared Fer Machado, Global Chief Marketing Officer of BK Finland.

By investing in the general community’s good, these brands are making sure to stay relevant even if their product isn’t too in-demand right now (hi, Away), and helping their own cause of staying top-of-mind, and nurturing a relationship with customers and potential customers, that is a little bit more meaningful than a simple transaction.

The post When OOH Ads Tell You To… Stay In appeared first on Post Funnel.

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Missguided Properly Guiding Consumers to Be Themselves

Source: https://postfunnel.com/missguided-properly-guiding-consumers-to-be-themselves/

The women’s online fashion shop, Missguided, proves to the world that strength and beauty come in all shapes and sizes. By inspiring women to feel confident and robust through various marketing efforts and partnerships – the brand is, as they say, “committed to empowering all.”

Most recently, Missguided partnered with the Models of Diversity charity to promote equality.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

The campaign is calling on “the next generation of content creators and models” to apply by sharing photos of themselves on Instagram with no filters.

Applicants need to tag themselves with the hashtag, #MissguidedxMod. If you check, the hashtag isn’t short of all sorts of women giving it a try, proving this a great way to promote inclusion and discover inspirational women for a campaign.

“Missguided is really excited about partnering up with Models of Diversity. Female empowerment is at the heart of everything we do, especially our campaigns,” said Treasure Evans, senior creative and campaign manager at Missguided.

“It allows us to communicate with our audience and promote body positivity and reinforce the message that all women are beautiful.”

Also recently, Missguided announced another collaboration with P.Diddy’s iconic Sean John brand.

Inspired by the brand’s history, the 117-piece streetwear collection will include everything from velour to nylon and sweat fabrics.

The Sean John x Missguided partnership is also said to influence consumers to continue being “unapologetically themselves.”

“This is an exciting partnership for Sean John; we feel like the time is right to bring a strong, style-driven collection to market for women. We couldn’t think of a better partner than Missguided, because they get it,” says founder, Sean Combs A.K.A. P.Diddy.

“Over the years, women have supported the brand, worn our iconic velour tracksuits, and have been asking for a collection, so here it is!”

A better way to define your VIPs

From one influencer to another, Missguided might also be launching a collection with expecting mom, Charlotte Dawson. The discussion is currently going on about a possible maternity line with the reality T.V. star who was spotted riding around in Missguided’s Rolls Royce.

“Charlotte’s skyrocketed in popularity over lockdown, and since she announced her pregnancy, brands have been fighting to sign her up for an exclusive contract,” said a star from Inside Misguided.

“Her humor and relatability make her the perfect match for her own collection, and her nearly 1 million followers on Instagram are the perfect audience to target.”

Oh, and if you haven’t yet heard, Inside Missguided: Made in Manchester, is the brand’s documentary that records everything the workforce does at Missguided HQ.

Though it has received some negative feedback from viewers lately, mainly for focusing on a gender reveal party at H.Q., rather than the hard workers in the factories – some will tell you any publicity is good publicity.

We just thought that putting all these thought-out marketing initiatives next to each other on one article will show just how heavily the company is investing in creating a meaningful brand – making sure to support important social causes – which is the very first step in what could be a long relationship with its customers.

 

 

The post Missguided Properly Guiding Consumers to Be Themselves appeared first on Post Funnel.

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What Google Page Experience Means for the Future of B2C SEO

Source: https://postfunnel.com/what-google-page-experience-means-for-the-future-of-b2c-seo/

Earlier this year, Google announced that it would be unrolling yet another update to its search engine algorithm at some point in 2021.

(Quick Note: Google has announced that they will delay the rollout due to the coronavirus pandemic and will also provide six months’ notice to the public beforehand.)

Dubbed Google Page Experience, the update focuses on promoting web pages that optimize for factors that “make the web more delightful for users across all web browsers and surfaces.”

In this article, we’ll take a closer look at just what they mean by this, and what it means for your team moving forward.

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What is the Google Page Experience Update?

According to Google, the Page Experience update revolves around the idea that page experience is “a set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value”.

Okay, that sounds like a lot – but don’t panic.

And don’t let all the talk around the latest trends in marketing – from artificial intelligence and machine learning to immersive experiences – make the term “Google Page Experience” any more intimidating than it needs to be.

In truth, the Google Page Experience update is all about ensuring your site visitors can do exactly what they came to do once they land on a page within your site.

That’s it.

It’s not about developing some never-before-seen, state-of-the-art experience for your online audience.

(Although, if you can make it happen, you absolutely should!)

Rather, the Google Page Experience (GPE) algorithm will simply aim to promote websites that meet specific standards in terms of usability.

On that note, Google has explicitly stated that valuable content still takes precedence over usability:

“In cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search.”

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That said, adhering to GPE’s standards can allow your website to stand out from your competitors’, given that your content is of relatively equal quality.

(To be clear, adhering to GPE standards alone won’t be enough to hit the top of Google’s search results. But not adhering to them will definitely impact your content’s visibility.)

And, of course, improving your GPE score will inherently lead to a better on-site experience for your customers. More than simply looking good “on paper”, the changes you make will actually serve to improve your acquisition, engagement, and retention efforts over time.

With that in mind, let’s take a look at what the Google Page Experience means for your SEO and page design efforts moving forward.

Core Web Vitals and Interstitials: Optimizing Usability and Digestibility

Great content presented poorly just isn’t effective – there’s no denying that.

If your content takes too long to load, or if your site is difficult to use, your visitors are just going to turn tail and run.

Which is why Google’s Page Experience update aims to promote web pages that deliver content and information quickly, efficiently, and in a user-friendly manner.

The algorithm does this by assessing web pages based on three pieces of data.

First, it looks at the page’s Largest Contentful Paint. According to Google, this metric “reports the render time of the largest image or text block visible within the viewport”. The quicker this asset loads, the sooner the visitor can actually begin engaging with your web page.

Google then assesses the page’s First Input Delay, which measures the length of time it takes for a web page to respond after a given user input. Needless to say, quicker is better, here; a slow-to-load site will almost always lead to a poor experience for your customers.

Finally, Cumulative Layout Shift measures the visual stability of a web page as it loads and as the user interacts with it.

Now, in most cases, making improvements in these areas will require you to tap into your IT team’s talents.

In other cases, though, your marketing and design teams can lend a hand in improving these metrics.

 

For example, becoming ultra-selective about your use of images and other multimedia files will ensure you’re not unnecessarily adding to your LCP time. Similarly, you may need to come up with more efficient ways of delivering information if your current methods cause too much layout shift.

Or you may need to decide whether or not the content or info being presented is worth including at all. If the ensuing layout shift is too disruptive – and doesn’t offer much value – it may be worth scrapping it altogether.

In addition to these Core Web Vitals, the GPE update also assesses a page’s use of interstitials – that is, popups, overlays, and the like.

As Google explains, examples of proper use of interstitials include:

  • Overlays to deliver vital information (such as GDPR info)
  • Overlays to receive vital information (such as the user’s date of birth)
  • Slide-ins (that don’t cover the screen) delivering quick-hitting, “nice-to-know” info (e.g., coupon codes)

Conversely, interstitials that are more intrusive than they are valuable will detract from the page’s usability score – and will negatively affect its search engine ranking.

The takeaway here is to continue becoming more deliberate and economical with the content you present on your website. Quality continues to trump quantity and adding content for the sake of doing so can actually cause your search engine rankings to plummet.

Keep your online experience tight and focused, and your audience will always be able to get what they came for.

Mobile-Friendliness Becomes Non-Negotiable

If it’s not already clear that mobile-friendliness is essential for your website, the GPE update aims to make it official.

Google’s algorithm assesses the page’s usability and digestibility as displayed on mobile devices. Basically, it takes everything we discussed in the previous section and applies it to the page’s mobile experience.

Now, generally speaking, much of your site probably already is mobile-friendly. By today’s standards, responsiveness is a key requirement of any site-building tool worth its salt.

Still, if you have any doubts, you’ll want to head over to Google’s Mobile-Friendly Test for clarification.

Not only will you get a clear “Yes” or “No” answer to your mobile-friendly query, but you’ll also be given a more in-depth report on specific page elements that may be causing issues in this regard.

Again, this isn’t anything new; mobile-friendliness has been a key search engine ranking factor for years.

But, coupled with the above Core Web Vitals, we get a clear reminder of what being “mobile-first” really means.

Remember how we discussed being more frugal with your use of content? It’s even more important on mobile, where you have less physical space and technological capacity to work with.

Rather than paring away at your already-made desktop content, it’s more efficient to start with your mobile design and build out. That way, you’ll adhere to the “minimum necessary” rule as a matter of course – and will continue making only meaningful additions to your pages as time goes on.

Page Security Comes Front and Center

Google’s Page Experience update is also doubling down on the importance of digital security – both for your company and for your customers.

For starters, GPE looks to ensure your site has an SSL certificate, allowing for encryption of private data. Problems in this area – or lack of SSL certificate altogether – can damage not only your search engine rankings, but also your sales and overall brand reputation.

 

Similarly, GPE also analyzes pages for malware and other hacked files or content – and will include this data in its overall page experience assessment.

 

Again, all this is more for your IT staff to worry about, but it’s still something your marketing team should be aware of. A lapse in technical security, unfortunately, can render your content and web design efforts moot.

 

That said, GPE’s page security assessment does involve your creative teams, too. If your content is deemed to be dishonest, subversive, or deceptive in any way, your page experience score will suffer.

 

(Unfortunately, this goes for any third-party content [e.g., ads] that appear on your site, too.)

 

While Google Search Console’s Security Issues Reports can help you identify where certain issues may lie (and how to fix them), the ideal scenario is not having to deal with them in the first place.

 

This brings us back to erring on the side of caution when publishing content and information: The more intentional you are as you build out your site, the easier it will be to adhere to security protocol across the board.

Google Page Experience: Bringing Marketing and IT Together

As we discussed last year during PostFunnel’s Summit 2019, marketing and IT teams don’t always work all that well together.

Sometimes, they don’t even work together at all.

While search engine optimization still slants heavily toward the marketing side of things, your marketing team can’t be fully empowered without backup from your IT staff.

And, your IT team needs to be kept apprised of your marketing team’s creative vision for your website, as well. That way, your creative teams know what’s possible in terms of creating and delivering valuable, user-friendly experiences to your online audience.

So, in spite of the fact that your marketing and IT teams don’t typically work together, the GPE update should be a wake-up call that it needs to start happening sooner than later.

More than just helping your site meet Google’s new standards, desiloing your marketing and IT teams can lead your company to push both creative and technical limits as you further develop your website.

In thinking outside the box while operating within your current capacity, you’ll be able to maximize your creative potential – while always looking for the next innovative way to wow your audience.

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