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meshmarketing Q&A: Peep Laja

By meshmarketing

peepFor all the talk about inbound marketing, social media and content marketing, a company’s digital success hinges on how well its Website performs. Whether it’s product sales, downloads, Webinar signups or registration, the biggest challenge is converting visitors into customers or users.

Given the importance of Website conversion, we’re excited to have ConversionXL’s Peep Laja, one of the leading digital optimization experts.

Peep, who writes a top-notch blog, will deliver a meshmarketing keynote presentation on Nov. 7 that will give you valuable the insight and information to turn your Website into a conversion engine.

To get a small taste of Peep’s presentation, here’s a mini-Q&A:

1. Content marketing is the belle of the ball while social media is rumbling along. Do you think brands are not spending enough time on driving conversions to leverage their content and social efforts?

That’s absolutely true. When I usually analyze landing pages for different Websites – and look where social media or search traffic lands, those pages are pretty bad at conversion. Poor attempts at email capture, no value proposition, no dedicated landing pages for social media, or asking for the sale too soon. Blog posts can do a lot for email capture. Companies should carefully see where their inbound traffic is landing on, and how well those pages are performing.

2. What are your thoughts on inbound marketing, which seems to be getting more and more traction?

Inbound marketing can be extremely effective if done well (and it depends on the business as well). Barrier of entry is low which is why there’s so much crap content out there and people saying ‘it’s not worth it’, but there are few that do it well. If you take it seriously and put effort in it (do it well and consistently over a long period of time), it is highly effective

3. What are some of the keys to boost Website conversion rates? (A loaded question, no doubt!)

Conversion optimization is a process, not a one-time checklist. What needs to be done is specific to each case, and you have to be data-driven: analyze what’s going on, how users are using the site and so on. Three common things that help most sites are:

1. State a compelling, unique value proposition on all key landing pages, including your home page. If I’m your ideal customer, why should I buy from you?

2. Aim to be clear about what you sell and what they get out of it. Avoid jargon and buzzwords. Clarity beats all other tactics.

3. Offer proof that your stuff works – independent studies, third-party reviews, testimonials etc.

4. Any new or favourite digital services in your toolbox these days?

I’m not sure about new, but three type of services every company should use (I do for each client):

▪ Mouse tracking services like SessionCam and Clicktale

▪ Testing software like Visual Website Optimize, Optimizelt and Convert.com

▪ Remote usability testing service like Usertesting.com and OpenHallway

Tickets for meshmarketing are $199, which is a sweet deal for a great day of content and networking.

Five Reasons You Should Have Come to mesh13

By mesh13, meshmarketing

mesh conferenceAnother year, another mesh under our belts. In many respects, it was probably one of the most successful events we’ve done since launching mesh in 2006.

Before mesh started, we listed five reasons why you needed to come. In the aftermath of mesh13, here are five reasons you should have attended.

1. Great content: At the core of what makes mesh unique is the focus on attracting great speakers who explore a variety of topics; everything from work, money and brand journalism to brain fitness, startups, how to find top talent and content marketing. mesh is an opportunity to expose yourself to new ideas and people, which makes it different from other digital conferences.

2. The opportunity to meet and talk with speakers. At mesh, our speakers tend to stick around rather than run back to their jobs. It lets attendees engage with our speakers, ask them questions, build relationships and explore how they might be able to work together.

3. The networking: We build healthy breaks between sessions to give people the chance to meet new people from different sectors. At mesh, people are open to sparking up a conversation with the person sitting next to them at lunch and having a drink during the day one reception (Thanks, Mailchimp for sponsoring it!). One start-up entrepreneur told me he made a bunch of new contacts to drive the growth of his business.

4. Feeding off the energy of start-up entrepreneurs: We invited 50 entrepreneurs to attend mesh for free, as well as asking 20 to show off their products in a demo alley. Having their enthusiasm played a key role in giving mesh an extra buzz and level of excitement.

5. Inspiration. After two days of top-notch content and networking, it’s impossible not to be excited about the Web’s potential to impact our personal and professional lives.

So, what’s next for mesh?

Well, we’ve got meshmarketing happening on Nov. 7 at the Toronto Reference Library. We’ve already lined up great speakers such as Jay Baer, Danny Brown and Peep Laja. And we’ve got early-bird tickets available for $149 for the next week.

Hello, Hailo; Welcome to meshmarketing

By meshmarketing

hailoBy Justin Kozuch, Hailo

It’s that time of year again! meshmarketing is almost upon us, and I’m really looking forward to another great day of marketing content. I’m particularly excited about Kristina Halvorson‘s session on “Content Strategy”.

Hailo Toronto is proud to be sponsoring this year’s meshmarketing, and we’re equally proud to be part of Toronto’s technology community. We’ve had the opportunity to meet many incredibly talented members of Toronto’s entrepreneur and marketing community over the past few months, and we’re looking forward to continue building relationships with each of you.

If you’re attending meshmarketing, I’d love to have you try the Hailo service. To get started, download the Hailo mobile application and sign up. Once you’ve completed the signup process, enter “MESHMARKETING” to get $10 off your cab ride to our from the event. (Here’s a quick how-to guide for entering promo codes.)

Don’t forget to like us on Facebook and follow us on Twitter for updates, promotions and other Toronto-centric content.

In the meantime, I’d like to extend an invite to each of you. We’d love to have you come down to the Hailo Toronto office for a tour, and to meet the team that is helping to make the taxi cab experience better for Torontonians. If you’d like to come by, send me an email and I’ll get you squared away.

Until then, I look forward to seeing you at meshmarketing!