We’re seeing the popularity of podcasts grow every year and I think it will just continue to get bigger and bigger. People are listening to more podcasts more often, and talking about their favorites, too. But how do you get into the game of podcasting?
The good news is that we’re still in the early stages. Just as blogging blew up over time, podcasting is seeing the same kind of growth. It’s growing at around 17-20% year over year, but it’s nowhere near saturation.
For those of you who don’t know, I have two podcasts at the moment. One’s called Growth Everywhere and gets about 120,000 downloads per month.
The other is Marketing School and we’re about to break 600,000 downloads per month. We started Marketing School in August 2016, so we have a little experience under our belts when it comes to the world of podcasting.
One thing you have to keep in mind when it comes to podcasting is consistency. Just like with blogging, you have to establish a schedule that your audience can get used to.
So if you’re doing a weekly show on Mondays, keep it on Mondays at the same time so people know when to tune in. It’s almost like watching a TV show. You want to have it at the same time.
As you continue to build up your library over time, don’t be afraid to repost content or old episodes as long as they’re relevant, because not everyone’s going to see your new episodes the first time you post them. It’s the same idea with an email nurture sequence.
Related Content: 9 Ways to Repurpose Your Old Blog Content
You want to have your best content available to everyone, because not everyone will see it when you want them to. Granted, someone in your audience might have seen everything you have and therefore might not be happy that you’re repurposing stuff, but for the most part people haven’t seen all your episodes, and if they’re a loyal listener, they’d probably be happy to revisit them.
For my interview podcast, Growth Everywhere, we repurpose a lot of content because it just makes sense. A lot of these stories are evergreen, and we’re just trying to get them out there so people can get new ideas. Great stories don’t change. Each episode has at least one takeaway that can really help someone grow their business.
Another thing to keep in mind is that you must have great, compulsively clickable titles. Before we do each podcast, Neil and I look through the titles. People give us ideas, and we’ll redo the titles to make them better because we know good headlines are going to get people to click.
For Growth Everywhere, I like to include a statistic in my title. I’ll also bounce ideas around with my editor. Finally, we make sure that we email our podcast guest so they can help push it, too. Hopefully they get their team to help promote it, share it on social channels, etc.
Let’s say I were to interview someone like Tim Ferriss. He’s got a really big audience, so hopefully he would tweet the episode. Maybe he’d even push it to his email list.
When I interview venture capitalists, for example, it’s fantastic because their lists are really big. People get to learn more about Growth Everywhere, and if they hit the Growth Everywhere page, guess what? I’m going to re-target them, and hopefully get them into the funnel.
Learn More: Why Retargeting Is Absolutely Essential For Any Marketing Funnel
Speaking of marketing funnels, email is incredibly important. You want to make sure that you’re emailing your list. We use a blog RSS feed, which pushes automatically on Sundays for new Marketing School episodes, and on Mondays it pushes new Growth Everywhere episodes. So we have that automated, and it helps tremendously.
Paid ads are really helpful, too. Russell Brunson has a site called Marketing In Your Car with a free MP3 plus shipping offer. Basically, he’s giving away this MP3 player with all his podcast episodes on there, and it’s been hugely successful in generating subscribers. He gets people into his funnel that will come back and buy actual products. He’s very profitable on the front end on that funnel, and it’s working really, really well for him.
I bring up Russell because, as with any type of marketing, it’s good to see what other people are doing, and see whether you can make it work for yourself.
Another thing you could consider is a giveaway. Let’s say I reach out to my favorite SaaS companies and say, “Hey, I’m looking to give something away to my audience. If someone wants to get in on this giveaway, they need to leave a rating and review on social, show that they did it, and subscribe to our email list or follow us on Instagram…”
You could play around with the giveaway requirements, but just choose one goal. I’d recommend choosing one for each giveaway that you do.
For a lot of these SaaS companies, the cost of giving away a piece of software is almost negligible, especially when they’re getting a ton of exposure in return. So for them to get that kind of publicity, it’s definitely worth giving away a product. Then you’ve set yourself up for a cross-promotional relationship.
Learn More: How We Built the Growth Everywhere Podcast to 109,000 Listens per Month
Ok, let’s say I get Tim Ferriss on my podcast. Maybe he gets me on his. Being able to cross promote and build relationships with other people, as well as build or engage social communities and create hype, is very important. If you’re doing a marketing podcast like mine, you can go to Inbound, you can go to GrowthHackers. You can even find Slack groups. There are a lot of different ways that can be effective.
If you need some ideas about getting people to interview, check out this podcast episode that Neil and I did called How to Find Relevant Guests for Your Podcast.
We’re hoping to get our podcast to two million total downloads per month for Marketing School. And for Growth Everywhere, hopefully we can hit 250,000 per month by the end of this year.
If you want to learn even more about how to start a podcast, check out this blog post.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
Let’s talk about how to grow your YouTube channel consistently. Keep in mind that YouTube is the number two search engine in the world.
In 2017, I committed to doing more video. Our Growth Everywhere channel has been getting bigger.
We’ve started doing these Facebook Lives on a daily basis, so that’s basically one video every single day to Facebook and YouTube as well.
We have one new episode of Marketing School going live every single day to the YouTube channel and then also one Growth Everywhere episode. Things are starting to pile up.
We’re getting more views all of a sudden and our subscriber base is growing. We’re adding 20-25 subscribers every day. And that’s just the beginning, because a lot of stuff that we’re publishing is being auto-published and we’re not optimized for TADs or for titles either. We can do a better job. The thumbnails are huge, too. We haven’t really had anyone optimize the thumbnails in Canva.
Learn More: A YouTube Video Marketing Guide to Increase Prospects in Your Funnel
First and foremost: think in terms of playlists.
You should be doing playlists every week because playlists can increase watch time and watch time is one of the primary metrics for growing your YouTube subscriber list.
More watch time means they’re going to be serving more ads in general, which means they make more money.
You also want to make sure that you have the right tagging in place. You can use a tool like TubeBuddy to make sure that you have the right tags, and you can see how you’re ranking for each tag (these are the things that people are searching for). If you want to rank for content marketing, for example, that might be one of the tags you use and it’s going to show you how well you’re doing.
Learn More: The Complete Guide to YouTube SEO
Another thing you want to pay attention to is the thumbnail. You can use a tool like Canva to make sure that you have a good thumbnail because people click on good thumbnails (this is true for Facebook and YouTube).
Titles are also really, really important. If you don’t know how to write good titles, just Google Copyblogger’s How to Write Magnetic Headlines post.
Getting a good number of clicks has everything to do with your thumbnail and your title.
If you can’t entice people to actually click, you’re not doing your job as a marketer or a creator.
Finally, you have to be consistent. I mentioned the fact that we’re doing one new video almost every single day and one new podcast episode every day plus one longer interview podcast every week. We’re aiming for this kind of obsessive consistency because we know it will pay off—more and more people are going to talk about what we’re doing.
What I really like looking at, especially when you’re first starting out, are the people who are Tweeting at you or emailing you to say how helpful your content is. As long as people are saying that your content is really good and it’s helped them a lot, just keep going. Stay consistent.
You’ve heard me talk a couple times about how after the first year of Growth Everywhere I was only getting nine downloads per day. After the second year, I was getting maybe 50 downloads per day. After the third year, it went as high as 15,000 downloads in one day. It just takes a lot of time to get this machine going, but it’s absolutely worth it.
When I watched the Patriots come back to win when they were down 28 to 3, I kept thinking that this type of comeback is only possible with consistency. You’ve got to stay persistent to make it happen.
Related Content: 7 SEO Tools for Better YouTube Marketing
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
This post originally appeared on Single Grain, a growth marketing agency focused on scaling customer acquisition.
As marketers, we’re always trying to get more leads for our businesses.
But the problem is that all the traditional paid traffic channels are only getting more expensive. The average cost per click on Google Adwords is around $1-$2, with the most expensive ads costing $50 or more.
This means that the average small business spends over $100,000 on AdWords alone each year.
Facebook ads are still relatively underpriced, but they’re rising quickly: average CPC is around 40 cents worldwide, an increase of about 10 cents from 2015.
With the rising cost of paid traffic, it’s important to hit all the “low-hanging fruit” when it comes to boosting your lead generation — and conversion rate optimization is the best way to identify and fix problems that already exist.
By making your conversion flow more efficient, you’ll increase your numbers without spending any extra money, which means that you’ll see a higher ROI on your existing investment.
In this post, we’ll show you how to run conversion rate optimization (CRO) tests on your website, what tools you should be using, and show you a few CRO case studies.
The first step to getting started with CRO is auditing every step of your marketing funnel. Without gathering data, you’re just guessing on what changes you should make, which means that you’ll waste time and effort on tests that don’t get you more leads instead of learning something that will boost your ROI.
What you want to do is gather data in a both quantitative and qualitative way.
Quantitative data helps you break down the numbers at each step in your funnel and figure out where the leaks are, while qualitative data can give you some deep insight into the real pain points of your customers. This can help you refine your marketing copy across the board and boost conversions.
Learn More: Step by Step Guide: How to Build a High Quality Marketing Funnel
Here are some ways you can start measuring qualitative and quantitative data:
Google Analytics is a simple way to figure out how many people are dropping off at each step of your funnel and where the biggest leaks are. By measuring the data around your funnel, you can get better insight as to the cause of confusion for your customers at certain steps.
But first, you’ll need to set up conversion goals and funnels in Google Analytics.
Your conversion funnel in Google Analytics will show you what “flow” users go through on your site. Here’s an example of what this might look like if you’re trying to measure your order flow:
In the image above, users first add an item to their cart, move to the billing page, then to the payment page, then to the order review page, and finally to the sales confirmation page. It’s pretty easy to see that the largest drop off here between the “add to cart” stage and the billing page.
When it comes to optimizing conversions, you can see that it’s pretty straightforward: you’d focus on reducing cart abandonment. No guesswork here.
Learn More: How to Set Up Goals and Funnels in Google Analytics
One of the biggest wins you can get when it comes to CRO is optimizing your marketing copy. By making your copy more targeted to your audience’s specific pain points, you’ll increase the likelihood that they’ll stay on your site longer — more so than if you just made design changes.
Surveys are a great way to understand how to optimize your marketing copy. You can use tools like Qualaroo (to survey your website visitors) or SurveyMonkey (to survey your audience from your e-mail list or another source).
For example, here are some survey questions that we asked our audience (via SurveyMonkey) to see how we could improve our marketing course, GrowthVault.
We matched each survey response to demographic categories with the following questions:
What revenue range does your business fall under?
How many employees does your business have?
These questions are designed to elicit open-ended, story-like responses. From there, we can pick the right stories and write compelling copy to get more customers.
Usability tests are great to see what barriers prevent users from placing orders or completing a specific call to action on your site.
You can get a group of “test” users who are part of the same demographic as your ideal customer and give them a set of tasks to perform on your site — such as going through the process of placing an order. You can either watch them or have them record their screen as they’re going through this process and have them “think” out loud as they’re figuring out what to do.
Chances are you’ll find that certain areas of your site are hard to navigate or have unnecessary friction.
A quick way to conduct usability tests at once is by using a site like UserTesting.
UserTesting has a wide range of testers from different demographics. To make sure that you’re getting the right people looking at your site, you can create filters and screener questions. For example, you can have people answer what industry they work in before they go through your website.
You can also set your demographic filters by criteria like age, gender, country, and even what device they should use.
Depending on how much traffic you’re getting to your site, a small increase in conversion rates could result in massive amounts of revenue.
For example, Brookdale, a senior living solutions website, was able to boost their monthly revenue by $106,000 just by replacing the home page banner video with an image when they realized that their target audience was not as likely to watch video.
Just by changing the copy of their CTA, Lifeproof was able to boost their monthly revenue by 16%.
Conversion rate optimization is one area of marketing where small changes can result in huge boosts in revenue over time. In this section, we’ll talk about how to run an A/B test.
There are variety of tools out there today that let marketers run A/B tests without needing to know how to code. Here are some examples:
Which tool you use isn’t as important as being able to run a large number of tests as fast as possible.
According to Instapage, here are some major page elements you should consider testing when running landing page tests:
One of the biggest mistakes that marketers make is trying to be clever instead of being clear in their copy. This is especially true for headlines. You only have 10-20 seconds to attract users with your headline, so while you might think that being clever will make your post sound more interesting, it actually just adds more complexity — and complexity reduces conversions.
By making their headline more clear, Movexa, a supplement company, was able to to boost their conversions by nearly 90%.
Their original headline copy looked like the following:
The headline said “Natural Joint Relief.” The hypothesis was that if they added the word “supplement” to their headline copy (so that it said “Natural Joint Relief Supplement”), it would add more clarity to what the offer is and what the company does.
Once they tested this hypothesis through a variation page, they found that it did indeed beat the control by 89.97%. This just goes to show how even a small amount of vagueness in the headline can reduce your conversions drastically. Be sure to optimize for clarity over cleverness or design.
Adding a well-placed call to action is a small tweak you can make on any site to increase conversions.
For example, Consolidated Label, a food label manufacturer, tested a new web page design with a prominent call to action. Their original web page didn’t have a clear call to action:
They tested a variation page with a more prominent call to action, which asked visitors to request a quote:
If users can’t tell what they’re supposed to do once they get to your page, then it’s likely that your call to action isn’t prominent enough.
Once Consolidated Label tested this variation, they noticed a 62% increase in conversions.
Learn More: How To Create CTAs that Actually Cause Action
Most marketers think that short copy is better. We’ve had it beat into our heads that people don’t have long attention spans, and that the only way to get anyone to take action is by keeping all your copy — landing page, e-mail copy, etc. — brief.
The truth is, shorter copy isn’t always better for conversions. In some cases, longer is better. For example, if you’re selling a high-priced product, then you’ll need to build a longer, deeper relationship with your users before they can trust you and be willing to transact with you.
Even your headline copy can benefit from lengthier rather than shorter.
Check out these two versions of a landing page:
Most people would think that Version A resulted in higher conversions because of the cleaner design and shorter copy on the hero image.
However, version B increased conversions by 38%. The reason for this is because the additional sub-heading highlights key features of the product in bold lettering, which makes the features easier to see. Reading “let urgent e-mails cut through the clutter and find you instantly” is more compelling than “let us find your urgent messages.”
At the end of the day, of course, the more clear and direct you can make your copy, the more compelling it will be, no matter the length.
The more friction that stands between users completing an action, the less likely they are to complete that action. Requiring unnecessary fields on a form is one of the quickest ways to reduce the number of conversions you get on your site.
You can also increase conversions by allowing users to check boxes instead of entering text, since this takes less effort.
For example, this B2B company boosted their number of leads by 368.5% just reducing the amount of text users had to enter and changing their button color on the form.
What works best on landing pages isn’t always obvious.
There are many competing factors that determine whether people convert or not. Simplicity matters (which you can get through short copy), but clarity matters, too (which might require longer copy).
Giving users the information they need about your business is important (i.e. through an explainer video), but it’s also important to reduce the number of options that are available on the page.
The best way, overall, to get better conversion rates is to figure out exactly what your audience wants, be as clear and compelling as possible, and then test it.
What are some interesting CRO test results that you’ve seen in the past? Let us know in the comments below!