Multilingual Classified Ad Site Launched Serving #Solar #Power #Industry in #Africa

We just launched a new Classified Ads Site serving Africa!  Whatever, wherever you want to sell today… We can help!

Multilingual Website Design

Multilingual Website Design

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Website Visitor Engagement: Why Website Design Must Engage Website Visitor Needs At Every Buy Cycle Stage

Website Visitor Engagement:  Why Website Design Must Engage Website Visitor Needs At Every Buy Cycle Stage

Website Visitor Engagement: Why Website Design Must Engage Website Visitor Needs At Every Buy Cycle Stage

How to choose the right image: Discovering challenges, desires, and motivations

 

Digital Marketing Strategy: Website Design, Image Choice, Visitor Buy Cycle Stages

Digital Marketing Strategy: Website Design, Image Choice, Buy Cycle

In my last blog post, I addressed the importance of visual images in helping website visitors move from their current stage in the buy cycle to the next one, no matter which stage they are in when they arrive at your website.

 

In this post I continue to discussion of addressing the buy cycle stage of your visitors, whether that stage is Attention, Interest, Desire, or Action (AIDA).  In that article, it is established that visual images that create rapid emotional responses are the very best at creating Attention and Interest for prospects in the early stages of the

It has been established by science that visual images that create rapid emotional responses are the very best at creating Attention and Interest for prospects in the early stages of the buy cycle, while images that offer solutions to pain or satisfaction of desire will appeal to prospects in the later stages of the buy cycle.

In this example, the image reminds prospects of pain points in their business in the hope of inflaming desire to solve a problem.  Once again we turn to a recent article from wordstream:

Consider your prospect’s state of awareness

Not all landing page visitors are similar, and different prospects are at different stages of the buying cycle.

According to Eugene Schwartz, who wrote Breakthrough Advertising (the bible of copywriting), every one of your prospects can be divided into one of the following stages:

  1. Unaware – This is a type of visitor who hasn’t realized yet that she has a problem that needs solving.
  2. Pain-Aware – This type of visitor is aware of the pain, but hasn’t actively started looking for a solution. Many times, this type of visitor isn’t aware any solution exists.
  3. Solution-Aware – At this stage,  your prospect has started searching for solutions; she knows what result she’s looking for but hasn’t necessarily heard of you yet. This prospect is looking at a wide range of solutions and is considering them all.
  4. Product-Aware – This stage is when your landing page visitor has heard of you, is considering your solution, and has narrowed her search down. However, she isn’t 100% convinced yet you are the right solution for her. This is when the visitor spends more time getting to know your features, benefits, and offerings.
  5. Most Aware – At this stage, your prospect has more or less decided to go with your solution. Usually, this prospect spends more time evaluating your pricing and the packages you’re selling.

Once you understand the state of awareness of your prospects, it’s easier to write copy for them, choose images, and essentially, design an entire page that addresses their state of awareness.

Case Study:  (Are You Selling FINE ART or Wall Decals?)

Image Strategy #2: The Desired Outcome:

Instead of showing an image of your solution or product, a good example of using emotional targeting in your images is by showing prospects the outcome of their purchase – the desired result.

In the example below, we helped an ecommerce site selling decals and custom stickers optimize their homepage. The original variation below featured the specific decals and stickers customers can use to decorate their home, used a stock photo of a random guy on the page, and lacked personalization. In short, it didn’t show prospects what a decal might look like in their home.

a/b testing landing page images

The original landing page

In the variation we created, we used visuals that portrayed the desired result – a beautiful, serene home with great decor and a sense of ease. Our goal was to show the customer she can decorate her home easily, with little effort and see great results. Additional changes included emphasizing the search bar, and removing roadblocks such as the rotating slide images, the bullets and the amount of calls to action.

landing page image tests

The more emotional variation we tested

Our changes increased conversions by 550% for our client (emphasis added).

Source:  http://www.wordstream.com/blog/ws/2017/06/01/high-converting-landing-page-images

This article asks HUGE digital marketing question and proposes a secret answer that sounds good until you think it through:

At this point you’re probably asking yourself: “How do I know what the current and desired feeling of my prospects are?” Well, the answer is – RESEARCH.

I disagree with this answer and propose that a better answer is, “BY DESIGN”.

It is important to make sure your on-page and off-page SEO and or PPC efforts attract clicks from prospects in each stage in the buy cycle – ONE AT A TIME…. and sends them to the right landing page!  Good website design and seo strategy inform tactical execution for better results.  We help YOU CHOOSE the buy cycle of the prospects you attract, and move them through the stages of the buy cycle.  If they are not ready to act yet, your website can make a good impression, make a friend and collect an email address of a visitor to periodically nurture them along the path toward becoming a customer!

If you want to be more intentional about the kind of website visitors you attract, and how you move them through the buy cycle, “BY DESIGN”, I can help you with that!

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Crucial Digital Marketing Role of Visual Images In Creating Website Visitor Engagement

Crucial Digital Marketing Role of Visual Images In Creating Website Visitor Engagement

Crucial Digital Marketing Role of Selecting The Right Images For Your Website

“Website visitors “read” images faster than copy.  Then the brain make a split second decision whether or not this website holds the promise to meet a need.  If so, a desire to know more is passed along to the conscious mind for further action toward investigation and action.” Lonn Dugan, BIG Marketing Solutions LLC

OK, so that is my simple theory of cognitive engagement in Digital Marketing.  For another detailed opinion, consider this white paper and infographic from Wordstream…

Why are images so important?

Humans respond to and process visual data better than any other type of data. In fact, the human brain processes images 60,000 times faster than text, which means the first thing your prospects see on a landing page is the image and the colors you use.   90% of information transmitted to our brain is visual, with the remaining 10% divided between the rest of our senses. Our eyes are our primary way of consuming and understanding information.

why landing page images are important

How the brain processes visual information, via ernestoolivares

In his study “Imagery and verbal processes,” Allan Paivio states that our ability to remember words depends on our ability to visualize their referents. Paivio is most known for his dual-coding theory, one of the most influential theories of cognition in the 20th century, explaining the practical use of imagery as a memory aid.

Why do we remember images better?

Simply put, images evoke different memories and experiences than do written words. As this study shows, we have a remarkable ability to remember more than 2000 images with at least 90% accuracy over a period of 7 days—even when images are only presented for a short duration of time.

In addition, it takes only 150 milliseconds for us to process an image, and another 100 milliseconds to attach any meaning to it. (FIAS)

These stats are what make image-driven social platforms such as Instagram, Pinterest, Tumblr, and Snapchat so successful. The use of images and videos on these platforms capture most of our attentive mind and pull us in time and time again.

Over the years, many studies have been conducted on the subject of visual processing and the importance of imagery in marketing. The studies consistently find that images are the best way to help convey feelings that drive conversions.

Images are more than just placeholders to make a page look nice; they have a significant role in persuading prospects and customers to take the next step. As MIT Professor Mary Potter explains:

“The job of the eyes is not only to get the information into the brain, but to allow the brain to think about it rapidly enough to know what you should look at next

Capitalize on placement by using your hero image to direct the prospect’s attention towards the action you want them to take. The most famous representations of this are the heat maps shown below. As you can see, when the baby is looking at the reader, most of the clicks and attention are paid towards the baby.

how images on landing pages work

Most visual attention is focused on the baby’s face

However, when the baby faces the text on the right and looks straight at it, the prospect’s gaze and attention is also directed toward the text:

landing page heatmaps

Visual heatmaps show that an image can guide the viewer’s gaze

 

Source:  http://www.wordstream.com/blog/ws/2017/06/01/high-converting-landing-page-images

Does your digital marketing effort on your website and in social media efforts use images to illustrate how you can meet needs of visitors and prospects?  What problem do you solve?  What desire do you satisfy?  Do you offer an immediate and clear decision tree so the prospect knows what to click on next, and what path to follow to get the solution they seek?  Does the visitor come to increase general awareness, gather information for later purchase, or want to buy a solution today?  Images and content must work together in harmony to address each stage in the buying cycle of a website visitor.  Website design that takes this science and psychology into account will produce more engagement, lower bounce rates, more leads for your list of prospects you can reach out and nurture until they are ready to buy… and more conversions!  More on the

There is a formula in marketing for prospect engagement and conversion.  The buy cycle is made up of several stages described as Attention, Interest, Desire, and Action (AIDA).  The brain decides quickly, and mostly unconsciously, whether or not the conscious mind will pay attention to a visual cue.  Until you capture attention and create interest (AI) you cannot fan the flames of Desire & Action (DA).

Only once you have accomplished engagement can you appeal to Desire and Action.  Do you offer an immediate and clear decision tree so the prospect knows what to click on next, and what path to follow to get the solution they seek?  Does the visitor come to increase general awareness, gather information for later purchase, or want to buy a solution today?  Images and content must work together in harmony to address each stage in the buying cycle of a website visitor.  Website design that takes this science and psychology into account will produce more engagement, lower bounce rates, more leads for your list of prospects you can reach out and nurture until they are ready to buy… and more conversions!  More on the Buy Cycle… coming soon!

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Incredible Freemium Digital Photography Lesson Site with Social Components Ready To Launch!

Incredible Freemium Digital Photography Lesson Site with Social Components Ready To Launch!

A client site offering Freemium digital photography membership and an upgrade path to paid video-based photography lessons is ready for soft launch!

Online Digital Photography Classes

Toledo WordPress Web Site | Photography Classes | Social Features | | Member Profiles | Galleries | Messaging | Collaboration | Free Member Account Functionality & Paid Lesson Options | Nationwide

We are very proud to announce that www.shdlearning.com is ready for soft launch to fans of digital photography as well as those at any proficiency level from beginner to professional who would like to create a free member profile and gallery, share photos, and participate in ratings and critiques among fellow photographers as well as upgrade to paid lessons to learn how to take better photos!

We brought this project in for about much less than the $5000 to $10,000 other developers may have charged for such a site.  It was broken beyond repair when we started work on it due to the previous developer not following best practices in WordPress web site design and development. My low overhead, and an experience and skill base which allowed me to do this work without having to pay designers, developers, content writers, or SEO specialists.  I do all these things myself, as a virtual one-man agency, which helped keep costs low for the client.

The client vision is admirable and I am proud to have been able to bring it to fruition.  Please check it out at www.shdlearning.com and join in by creating a free member account if you have an interest in digital photography!  Since the site is in soft launch, you can be among the first to gain publicity and promotion for your work, including a free online gallery showcasing your photography!

 

 

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MARKETING COMMUNICATION & BRAIN SCIENCE: The Secret To Getting Audience Attention

MARKETING COMMUNICATION & BRAIN SCIENCE:  The Secret To Getting Audience Attention


MESSAGE CRAFTING:  How Marketers Can Get Prospects To Think & TAKE ACTION! 

 


Science tells us that EVERY HEALTHY BRAIN has a biological gatekeeper called a Reticular Activating System, (RAS) to help it be alert to danger or opportunity while otherwise staying focused on the task at hand.

The Gatekeeper of Conscious Attention

The RAS works much like an executive assistant to handle the myriad details of life on well-trained autopilot until something comes along that might need higher level attention or judgment.

Take the blink reflex for example.  If a flying object is moving away from you, while you are typing on your keyboard or driving, some part of your brain decides it’s probably not important, and you may not even notice it.

But it something is coming at your head quickly, or barreling toward your car, you will blink, duck, or swerve to safety first and think later.

As if distraction and channel noise weren’t enough…  

“Selective Attention” is based on a biological defense and survival mechanisms that help us ignore unimportant stimuli so we can accomplish important tasks.

Which Marketing Messages Are IGNORED – And Why: If you ARE NOT in the car market when a car ad or billboards crosses your sensory realm, you are likely not to notice, even though they are all around you many times per day.

This is because when a car ad makes its way into your sight path, the RAS gatekeeper in your brain will reject further processing without you even being tempted to pay it any attention.

Which Marketing Messages ARE NOT IGNORED – And Why:  On the other hand, if  you are in the car market, the RAS gatekeeper system will be help you collect visual or auditory signals about car buying on to conscious attention which can result in interest, desire, or action.

How To Get Past The “RAS” Gatekeeper System:

Brain Science has proven that the RAS system works twice as fast when evaluating unexpected, fast-moving, or emotionally charged stimuli as compared to logical stimuli while deciding what to block out or pass it to the conscious mind.  Logical stimuli such as words or sounds or images in which we have no immediate interest based on danger level, current desires, or task focus are handled a lot slower, if at all.

This means your message must hit a hot button in the first second or two by launching a sensory grenade about danger, emotion, opportunity, or task at hand that is of immense interest to your target audience.

One of my personal favorite soft sell visuals is an image of a puppy playing with a crawling baby… next to a box of disposable diapers…

This works because new parents are tuned into cuteness of babies of all kinds, and are immediately alerted to potential danger with an animal running toward a baby… and these new parents need disposable diapers… So the RAS tells them to pay attention.  Get it?

Consider that an emotionally charged, exceptionally beautiful, fast-moving, scary, or out of context visual of an emotionally charged concept, like a talking gecko lizard, a house on fire, or gopher stealing a diamond ring from a golf cart will probably get conscious attention when a direct rational question such as, “Do you have enough insurance” would not.

Getting the RAS Gatekeeper to Cooperate In Gaining Audience Attention

To get your marketing message past the RAS you need to present a fast-moving or emotional stimuli before sending the message.  It doesn’t even have to be related.  Out of context visuals are popular in advertising for this reason.  You can build logic in after gaining attention so that your message can proceed to creating interest, desire, and action.

Well crafted surprising or unexpected videos, still images, or audible stories addressing fears, survival, latent desires or current interests in target market demographically or psychographically segmented targeted market work best to get the gatekeeper RAS system to pass the event to the level of attention so it can receive conscious evaluation.

Does Your Marketing Message Delivery “RAZ THE RAS” before you start your Pitch?

Does Your Marketing Message Delivery Style and Creative Accomplish This?  Does Web Site Home Page, Landing Page, Do This?

If not, get some help and you will get better results!

Lonn Dugan

www.BigMarketingSolutions.com ~ www.GooglePageOneSEO.com ~ www.ToledoSeoWizard.com


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Slow Web Sites Cost More Than You Think!

Slow Web Sites Cost More Than You Think!

Slow Page Load Times For Your Web Site Cost More Than You Think!


Web Site Hosting Toledo

The SAME WEB SITE  ~  Before and After Moving To Our TURBO Charged Web Hosting Servers

Multiple studies prove that if your page takes too long to load, visitors will click off and go find some other site to browse, join, subscribe to, or buy from!

What you save in monthly cost on inexpensive hosting is destroyed by lost engagement, lost lead generation, and lost sales!

What is the value of a customer in your business?  Think about that for a few minutes.  Then tell me you are saving money on the hosting service you have now….

See SAME SITE Load Times At Right for a WordPress Web Site Design / WordPress Web Site Development / and WordPress Web Hosting Client of ours.

This WordPress Web Site was Independently Tested On a “Pretty Good Server” and Our New TURBO Charged Server.

It experienced almost a 400% page load time improvement when moved to our TURBO Charged server.

BTW: This is a new, pre-launch, complex WordPress Membership Community Web Site For Music Industry Professionals with Full Page Sliders, Industry Directory, Membership, Member Music Upload, Member Social & Community features For Musicians.

Maybe We Should Talk?  Get TURBO Charged at www.BigWeb.us

 

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More #Technology And #Innovation in #Toledo

More #Technology And #Innovation in #Toledo

Wordpress Web Site Design Toledo TNewTech Meetup Wishes You Happy Pi Day!

Yes, there is a group of people who like learning about, discussing, and mingling with others interested in #Technology and Innovation in #Toledo!

I hope to see all of your beautiful faces at tonight’s meetup. (Yes, there will be pie.)

You and I could have a great conversation about #Digital Marketing for Startups or Technology Companies, #Wordpress #Web Site Design, WordPress Web Site Development, #Search #Engine #Optimization, #SEO, and/or whatever drives your hunger for sweet success!

Don’t have much of a sweet tooth?  Join us for some real food after the meetup
at Social Gastropub at 7:30 as we continue the conversation and get to know the startups a little better.

Technology and ToledoSpellBound – a mobile app and publishing platform. The mobile app is how people experience the SpellBound experiences for books. The publishing platform is how we create and share those experiences. We work with organizations, institutions, and individuals who work with, love, and support children ages 3-10.
ConnecPath – Leo Sanada will be presenting about an ed-tech company that provides American high school students with AI-driven mobile platform to increase efficiency in their career decisions.

See Also:  ErieHack – A Hackathon series for the great lakes, being hosted at LPI.
More info at www.eriehack.io

**Filling out your Meetup.com profile helps us make TNewTech even more awesome 😉 **

Do you want to help plan TNewTech?  Do you have time to contribute? Do you have a startup ide you’d like to pitch?  Send us a message at launchpad@utoledo.edu

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