How Gary Vaynerchuk turn negative into positive through social media

In this video,Gary Vaynerchuk clearly demonstrates how an organization could quickly turn around a negative crisis into positive, through social media. One of his network sites,Corkd,was hacked and here's how he personally addressed the situation:

Now your turn.
How would you respond to a negative crisis ?
What actions would you initiate ? Why and Why not?


PPC Landing Page: Are they aligned ?

Let's start off the year with a quick look at a PPC campaign which is running LIVE on Google as of this writing and how we could learn and apply from here. If this is your first time here, do take a look at my last post on what's in for your website visitors and do share your thoughts with us in this post.

Let's do a Google on "storage for paintings" and imagine ourself in need of more space for storing our lovely painting collection.

And here's the first position ad:

Seems like they are essentially squeezing all their product offerings onto this ppc ad, wishing the potential customer / searchers will click onto it just because they have everything listed on the ad.
Does the ad seems only understandable to the company offering this ? Or should it be the other way round ? No Call to Action found. What's in for the potential customer ? What are they really looking for ? What's the benefit other than as low as $50 ?

Now moving onto the landing page:

Once landed onto the landing page, searchers are left to figure out why they are here in the first place. What's next for the searchers ? What's the desirable action ? What's in for them ? The story doesn't ends here by just throwing them onto a generic landing page. Is it really worthy to spend the money driving interested searchers onto your landing page and after which having them to bounce out in a few seconds just because they can't find what they were promised or looking for.

Even having a highly motivated searcher with the intent to seek the solution themselves through clicking onto the Contact Us button; additional voluntary steps will have to be initiated by them in either dialing the number or email listed on the section. How many searchers would be willing to go the extra mile for you ?

Now Your Turn.
What other learnings could we add on ?


What's In for your website visitors ?

Doesn't matter if you have the best structured ppc campaigns, high click through rates or great ad copies for all your ppc campaigns.

Before you get really excited about it, do you know what happens next after your visitors lands onto your website ? The "What's in for me" objective starts to kicks in for visitors whom came onto your website because of what they were told earlier on in your ppc ads, so does your landing page offer what they were looking for ?

If Yes...good job...however the journey does not ends here....did they eventually completed the goal or objective which you hope they would do so (Be it signing up for your newsletter, filling up a form,etc...) once they landed onto your landing page ? Did they take action ?

If No....Why ? And Why not ?

Today in this post, I will be sharing some tips which you should give it a try and let the data speaks for itself:

  • What's the goal / objective once your ppc visitors lands onto your particular landing page ?
  • Instead of landing your ppc visitors onto your generic homepage, try sending them to a customized page which is relevant to what they were looking for when they were clicking onto your ppc ads earlier on.
  • Test which ppc ad copies work best for the individual landing pages (product/info /etc)
  • Split testing your ppc ad copies constantly.
  • Start small and learn from your testings before scaling up.
  • Once you're confident enough, try Google Website Optimizer in testing different elements of your landing page; finding out which elements work together best in achieving higher conversions for your landing page goals / objectives.
If you're really serious about getting better ROI for your ppc campaigns, try the above mentioned tips,not only will you get higher conversions but also getting to understand more about your website visitors' behavior and in turn creating more targeted and relevant content for them.

To end this post with a mantra: Learn, Analyze, Test, Repeat*
Agree or Disagree ?
Your Turn Now !

Related Posts with Thumbnails