Marketing Marketing to Marketers
Pop-ups are often thought of as necessary but also as cumbersome, annoying, and sometimes destructive when it comes to moving a prospect along the funnel. However, it is possible to have your cake and eat it too when it comes to conversions and pop-ups.
Nick has cultivated a career in successfully using pop-ups to turn prospects into leads and leads into sales. Through careful targeting and contextual CTAs, he takes the sting out of those previously pesky pop-ups and makes them an invaluable marketing tool.
He also has the in-depth knowledge in marketing required to actually market to the well-versed and wary audience of marketers themselves. When it comes to this group, it’s about losing the tricks and focusing on providing a no-nonsense value offer.
Another trick he keeps up his sleeve involves utilizing the power of microsites to drive SEO and transform your ranking from chump to champ. By creating a site loaded with carefully selected keywords and value-driven content that educates, inspires, and engages, your brand can draw a wealth of new qualified leads.
In This Episode
- How effective, targeted pop-up management leads customers beyond annoyance to conversion
- Why marketing to marketers means taking off the black hat and providing straight value
- How creating a microsite can lead to keyword dominance
- Why a convincing call-to-action means moving the CTA from the bottom to the top
Quotes From This Episode
“You don’t want to be showing the pop-up to every single person who is on any single page of your website.” —@nicksteeves
“We wanted to try this path because we saw how big these sites were going to be.” —@nicksteeves
“You see people pick one and then dig deep into the topic that they’re interested in.” —@nicksteeves (highlight to tweet)
“So many people are getting bombarded with emails asking them to check out content they’ve been mentioned in that we’ve seen the ROI on that tactic go down a lot.” —@nicksteeves
“If we’re going to do something that is going to rank for these keywords, it cannot be something that we put out in a couple of days.” —@nicksteeves (highlight to tweet)
“If you can be really targeted and really granular with your offers in site, that’s what’s going to get people to convert.” —@nicksteeves (highlight to tweet)
- Nick Steeves on Twitter: @nicksteeves
- Learn Lead Generation
- The Problem With Content’s Squiggly Line to the Yes
Content Pros Lightning Round
Hockey allegiance… where does that live? Detroit Red Wings
Current Netflix binge? Office reruns the Netflix original called Easy
Why did you live under your desk? I was inspired by Steven Levy’s In the Plex to be like Google and go all in
What is the best book you remember reading under that desk? Walter Isaacson’s Steve Jobs biography