Page 117 - Duct Tape Marketing

Duct Tape Marketing

Routinely adding simple polls by using a WordPress plug-in or
SurveyGizmo for WordPress can add an inviting layer of content and
give users a reason to return.

And it’s always a good idea to test conversion on pages by using
split testing scripts such as Google Website Optimizer or Unbounce
(www.unbounce.com/).

Beef Up the Forms of Content
In terms of traffic, Google is the number one search engine, but

YouTube is number two. Adding video and audio content has become
a must, as visitors expect it and consume it in ways that keep them on
your site much longer than sites that feature only static text.

Video allows you to tell a story with emotion and lets the visi-
tor more easily connect with the person telling the story. Research by
Search Engine Watch (www.searchenginewatch.com/) shows that video
increases landing page conversion by more than 300 percent compared
with pages lacking video.

The use of video and audio is also a great way to reinforce a mes-
sage and help visitors understand what to do next or what to expect.

Integrate Social Networking
Adding Facebook Like buttons that allow visitors to share your

content with their friends is an effective way for Facebook visitors
to interact with your site. Using plug-ins such as Sociable (www
.wordpress.org/extend/plugins/sociable/) makes it very easy for people
to share, subscribe to, and bookmark content found on your Web
pages. Also, bringing your social media participation on sites like
Twitter, LinkedIn, and Facebook from your site with tools such as
a Facebook Fan Box or Twitter Tools Widget (www.wordpress.org/
extend/plugins/twitter-tools/) is a great way to create interaction with
your social profiles from your site and create a viral effect when visi-
tors share or like something on your site.

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