Are You Practicing Good Ethics With Your Website Content?

Our customer success managers are the pros on using Bound to its fullest extent.  Today’s tip highlights best practices for using modals and fly-ins. Today’s post was inspired by a frustration I experienced last week when searching for event rentals for my upcoming wedding.  On a seemingly harmless event rental homepage, I was greeted by… Read More

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Our customer success managers are the pros on using Bound to its fullest extent.  Today’s tip highlights best practices for using modals and fly-ins.

Today’s post was inspired by a frustration I experienced last week when searching for event rentals for my upcoming wedding.  On a seemingly harmless event rental homepage, I was greeted by a full screen pop up exclaiming a sale on chair rentals. I closed out of the window and navigated to the tent rental page…where I was instantly met with the same pop up.  As you might guess, I was greeted by this same pop up on every page I visited. I eventually crossed this event company off my list – my time and frustration were not worth dealing with this darn pop up!

We have all experienced this frustration and understandably, these experiences have heightened our awareness in ensuring our own modal and fly-in content is not intrusive.   When we follow best practices with our content, we empower our visitors to engage with our site in an experience that is informing and inspiring – and not at all intrusive. Inspired by this example of unethical content, our CSM team wanted to share our best practices for working with modal and fly-in content.

No surprises 

When creating copy for our content pieces, we’re always looking to strike a balance between creativity and practicality – our users should be intrigued enough to click, but not be surprised by where they are taken.  Ensuring that our content is clear on what we are asking is vital to ensuring our visitors are empowered with our content. Similarly, ensuring our visitors have the choice to not engage with our content is critical.  Few things make me more frustrated across the internet when I’m trying to close an online ad and find the X is fake! Our new Content Templates make it easier than ever to customize the close out X on your content and ensure it is always easily found.

Know your audience

The beauty of personalized content is that we can speak directly to those we want – and only those we want.  We recommend excluding visitors who have already engaged with a conversion point from seeing content driving to that same conversion point.  We often see success with Abandonment groups targeting repeat visitors who have seen certain content but have not yet converted, which also helps them see new content. If you ever have a question on how to correctly exclude visitors from a segment, your CSM will be happy to help!

Similarly, we recommend knowing your mobile audience and ensuring that your content is appropriate for their smaller screen experience.  A modal may be perfectly sized for a desktop visitor but may be mistaken for the actual homepage on a mobile device. As an alternative to using mobile sized images, we also recommend using a banner to promote content to mobile visitors.  If you haven’t already checked it out, our Content Templates can help you create a banner to seamlessly fit into your site’s styling. 

Know your limits

On my rental search, I had a small amount of dread in knowing that I would see the same pop up if I wanted to continue to explore the site.  We know that limits are imperative when working with content and keep our visitors curious and wanting to know more. By being selective in the frequency that we display a content item, we can prevent overexposure and keep the clicks coming. If we find that a content item isn’t receiving enough impressions, we can always consider displaying it on more pages, rather than only increasing the frequency it is seen by the same visitor. 

Limiting your content can also apply to limiting the amount of pieces that your visitors see of that content type.  We recommend ensuring that all types of overlay content (modals, fly-ins and banners) live within a single campaign to ensure that a visitor doesn’t see that same type of content throughout their site visit.  This can work well in creating a funnel type approach to keep content fresh for repeat visitors!

Know your strengths

You are the expert for your destination – you will always be able to share the experiences that make your destination unique and help visitors create meaningful memories.  Your visitors come to your site craving this information, and modals and fly-ins are a great way to share your knowledge and recommendations so they can make an informed travel decision.  By following best practices on working with modals and fly-ins you can ensure that you are serving ethical and relevant content to empower visitors. So go out there and create! And know that your Bound CSMs are always here to chat through any questions you may have on best practices.

Have questions about content best practices? Contact us to talk further!

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How to Successfully Find and Vet a Content Creator for Your Agency or Business

(A Note from Crazy Egg’s Departing GM, Suneet Bhatt: This is the second guest post from our friends at Verblio, a community of content marketing experts for hire, who focus on creating you excellent blog content and then, getting people to read it. One…

Find Who You're Looking For

(A Note from Crazy Egg’s Departing GM, Suneet Bhatt: This is the second guest post from our friends at Verblio, a community of content marketing experts for hire, who focus on creating you excellent blog content and then, getting people to read it. One of the biggest challenges we hear from our community is how hard it […]

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Content Marketing’s “Inside Baseball” Laid Bare: If you Write It, They Still May Not Come

In Field of Dreams, building a baseball field in the middle of some corn was all it took to bring a team out of the woodwork—pretty much literally.  Fast forward to the early 2000’s, and the same can be said of most business websites. If you built…

In Field of Dreams, building a baseball field in the middle of some corn was all it took to bring a team out of the woodwork—pretty much literally.  Fast forward to the early 2000’s, and the same can be said of most business websites. If you built it and published some content with the right […]

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Spotify’s rumored ‘Create a podcast’ feature could be a valuable resource for marketers

The “Create a podcast” button discovered in the Spotify app would allow users to create podcasts via Anchor, an app Spotify purchased in February.

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Spotify is rumored to be launching a “Create a podcast” button within its app that will allow users to record, edit and publish podcasts using the Anchor podcast creation app, according to Engadget. The feature was first spotted by app researcher Jane Manchun Wong, who shared images of the “Create a podcast” button in the Spotify app via her Twitter account on Tuesday.

Spotify purchased Anchor in February; Wong noted that Anchor’s website included a product page for the Spotify feature.

Why you should care

The ability to produce and publish a podcast via Spotify’s app could open up a brand new marketing channel for SMBs and brands with limited resources and budgets.

Podcasts are booming business. Best-selling author and marketing veteran Seth Godin recently reported that 25% of the U.S. population listens to podcasts, on average, for six-and-a-half hours per week. “There is no other medium I am aware of that has grown at that pace with the exception of browsing the internet,” said Godin during his podcast on the topic (aptly titled “Meta”).

An Adobe Analytics report from earlier this month revealed mobile podcast app usage had increased 60% year-over-year since January, 2018 — and that 25% of podcast listeners had purchased a product discovered through podcast advertising.

By giving creators an easy-to-use podcast creation tool on top of its distribution platform — paired with its recently launched podcast analytics dashboard — Spotify is providing marketers the opportunity to tip their toe in the ever-growing pool of podcasts without the financial burden or risk of a large-scale initiative.

More on the news

  • Spotify’s podcast analytics dashboard allows creators to upload their podcasts to see listener demographic and engagement data.
  • Along with the Anchor podcast creation app, Spotify acquired Gimlet Media, a podcast development company.
  • At the time of the Anchor/Gimlet Media acquisitions, CEO Daniel Elk said he believed the podcast industry was positioned to become, “Significantly larger when you add internet-level monetization to it.”

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Podcast listening growth continues: Mobile app usage up 60% since January 2018, study finds

25% of listeners have bought products discovered through podcast advertising.

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Podcast mobile app usage has risen 60% since January 2018, and the sector’s growth is expected to continue as 45% of listeners said they plan on tuning into more podcasts in the future, according to a study conducted by Adobe Analytics.

Discovery and growth. The study, which combined survey information from 1,008 U.S. respondents and Comscore data comprised of 193 million monthly unique visitors to U.S. mobile apps (between January 2018 and May 2019), found that 41% of podcast discovery occurs through online sources such as blogs and articles.

The report also stated that 25% of current podcast listeners began listening to podcasts for the first time within the past six months. Nearly three-quarters (72%) of respondents perceive podcast quality to be on the rise, with just 6% under the impression that quality is decreasing.

Who, where, what. One-third of millennials said they listen to five or more podcasts per week, accounting for the largest demographic of listeners. Slightly more than half (52%) of respondents said they tune into podcasts while working or commuting and 42% said they listen in the car. 

The four most popular genres were found to be comedy, educational, history and true crime/documentary. Video game and discussion panel podcasts were among the least popular categories.

Ad effectiveness. The majority (60%) of listeners surveyed said they looked up a service or product after hearing it advertised on a podcast, and 25% reported that they ended up making the purchase.

The report also found that, of the 72% of listeners who had heard a podcast ad, 33% said podcast ads are more engaging than ads on other formats, and 40% found the ads less intrusive that other types of ads.

On the flip side, 58% of respondents said they skipped podcast ads.

Why we should care. The podcast sector’s momentum increases the viability of podcast advertising to reach a growing audience. And, with more data available from platforms like Spotify or third parties such as Nielsen, advertisers have more targeting capabilities to help them get closer to the listeners that are most likely to be interested in their products or services.

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LinkedIn Sales Navigator will now surface more content for sales teams to share

LinkedIn is integrating Elevate, its content-sharing app, into Sales Navigator.

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Among the quarterly product updates released Wednesday in LinkedIn Sales Navigator are more features for discovering and managing leads, a redesigned Help Center and an integration with its content-sharing app Elevate.

Bringing more content into Sales Navigator. LinkedIn first launched Elevate — an app designed to help users curate and share content on LinkedIn, Twitter and Facebook — in 2015. Now, Sales Navigator users who also use the Elevate app will receive alerts on their Sales Navigator homepage when new content is available.

Users will be able to access the content without having to log into Elevate, and then share it on LinkedIn as well as Twitter and Facebook.

“Marketers will still be able to control what content they’d like to see employees post,” writes Doug Camplejohn on LinkedIn’s Sales Blog, “But now Sales Navigator users will have an even easier time boosting their brand and the brand of their company.”

LinkedIn reports salespeople who regularly share content are 45% more likely to surpass their quota.

New ways to manage lead lists. As part of the quarterly update, Sales Navigator will now let users sort Custom Lead Lists by Name Account and Geography, and Custom Account Lists can be sorted by Name and Geography.

Users will also be able to copy a lead list that was shared with them, creating a new list that they can own, and perform a “bulk save” for all leads or accounts from a shared list. There’s also a new feature that lets users remove shared lists from their list hub.

Lead discovery updates. Sales Navigator is increasing the number of results when performing a search for new leads. Previously, it capped the total available search results at 1,000, but is increasing that number to 2,500, giving users a longer list of potential leads.

When a user sends a request to connect on LinkedIn via the Sales Navigator platform, they now will be able to save that potential connection as a lead. Regardless if the person connects, the user will still get alerts on the lead and the account — notifying them of new activity like a promotion or company funding announcement. It is also adding a feature that lets users know when an existing lead is currently on LinkedIn (putting a green status dot by their profile picture).

A redesigned Help Center with new chat function. LinkedIn has redesigned the Sales Navigator Help Center, giving more visibility to shortcuts, recommended topics and the “Contact Us” link. It is also rolling out a “Chat with Us” feature that lets users contact support rep via a chat function in real-time.

Whey we should care. LinkedIn says more than 1.3 million lead and account lists have been created in Sales Navigator. For marketers managing B2B campaigns, this latest update will benefit their content strategy efforts, helping them push more content to their sales team. On the sales side, the update offers more functionality with improved lead discovery and management features.

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How to Drive Traffic through Organic and Paid Channels

Traffic is something we all strive for in digital marketing. Without traffic, there are no leads and without leads, there won’t be any conversions.  There are a ton of options to drive traffic to your website, but you have to make sure that the tr…

Traffic is something we all strive for in digital marketing. Without traffic, there are no leads and without leads, there won’t be any conversions.  There are a ton of options to drive traffic to your website, but you have to make sure that the traffic is relevant and of high quality. Otherwise, you’ll just be […]

The post How to Drive Traffic through Organic and Paid Channels appeared first on The Daily Egg.

Why Your Website Needs Infographics

The internet is suffused with data that is ever-flowing and ever-changing. Keeping your audience engaged with your content, whether it is on your website, social media, or newsletters, is, unsurprisingly, a hard task for businesses. In an attempt to de…

The internet is suffused with data that is ever-flowing and ever-changing. Keeping your audience engaged with your content, whether it is on your website, social media, or newsletters, is, unsurprisingly, a hard task for businesses. In an attempt to decrease bounce rates, web managers are trying every trick in the book but there is one […]

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Measure Your Success

Business management consultant Peter Drucker is often attributed with the saying “you can’t manage what you can’t measure.” By this he meant that you don’t know whether you’re succeeding unless your goal is defined and tracked. When it comes to DMO websites there are six goals we see tracked more often than others. They are:… Read More

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Business management consultant Peter Drucker is often attributed with the saying “you can’t manage what you can’t measure.” By this he meant that you don’t know whether you’re succeeding unless your goal is defined and tracked.

When it comes to DMO websites there are six goals we see tracked more often than others. They are:

  • eNewsletter SignUp
  • Visitor Guide Download
  • Aggregate Bounce Rate
  • Aggregate Time On Site
  • Aggregate Goal Conversion Rate
  • Aggregate Pages Per Visit

Because it is the most commonly tracked, we covered eNewsletter Sign-up in more detail in this previous post. In this post, we’ll pull from our report State of Personalization for Destination Marketers, so you can see how you measure up to your peers.

In the below charts, the Non-Targeted numbers represent website visitors who were not served personalized content. If you are not serving personalized content, you should compare your own performance against this group.

If you are serving personalized content, you will be in the higher performing group and should compare your performance to that of the website visitors tracked under Targeted.

How does your website compare to your peers on these key metrics? Does this bring up questions about what you’re measuring and managing? A simple but well organized measurement strategy is critical to managing a successful website. If you have any questions about best practices, please feel free to contact the Bound team here, and we’ll be happy to chat.

If you would like to download the  Free Guide: State of Personalization 2018 Report from which we pulled these metrics, click here. In the report, you will learn how destination marketers like you are leveraging:

  •      Website personalization benchmark statistics
  •      Strategies for implementing personalization
  •      2018 trends in content and personalization
  •      Real case studies from successful destinations

Related Posts

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Images and Stories Inspire Us to Travel

Photo courtesy of Tupelo.net When you see an image of a beautiful location or hear a great story about a destination, your natural response is to want to experience it yourself. The first step in that experience is often looking at the pictures of other travelers and reading their thoughts, opinions and narratives of their… Read More

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Photo courtesy of Tupelo.net

When you see an image of a beautiful location or hear a great story about a destination, your natural response is to want to experience it yourself. The first step in that experience is often looking at the pictures of other travelers and reading their thoughts, opinions and narratives of their experiences. We respond strongly to this user generated content because we can relate to the creators and we can relate their experience to what ours could be like.

In our 2018 State of Personalization Report, we identify user generated content as a major driver in online engagement. That’s the difference we see between user generated content and advertiser or marketer generated content. Travelers trust other travelers over advertisers. According to a study by Elon University, 65% of consumers trust word of mouth on the Internet more than content produced by advertisers.

Incorporating user-generated content into your destination’s digital marketing campaigns is a great opportunity to include an undeniable level of authenticity. In the report, we look at how leveraging local audiences to create content creates three benefits:

  • Modern consumers are visual decision makers.
  • Real people don’t feel like an advertising campaign.
  • User generated content establishes credibility.

As part of a bigger initiative to turn all marketing directives from professional photos to user-generated images taken by real visitors, Bound customer, Tupelo Convention and Visitors Bureau, started their #MyTupelo campaign. While Elvis’ hometown draws crowds from far and wide, many visitors only come for one specific attraction — so the challenge for the marketing team at Tupelo CVB was to increase overnight/weekend stays. Tupelo realized that it could take its marketing goals and initiatives to another level with a strategy that involved leveraging their locals.

“With UGC it’s not just us telling you to use our hashtag; it’s us saying there’s another traveler who stood in the exact same spot you’re standing in right now, and telling their travel story with a level of authenticity we just can’t provide on our own,” said Will Crockett, Online Content Manager at Tupelo CVB.

San Francisco Travel Association launched their “I am San Francisco and You Are Always Welcome” campaign as part of an initiative to let international travelers know that all people are always welcome. The first phase addressed the visitor directly in a dedicated video and #AlwaysWelcome hashtag. Phase two involves a nine-feature campaign leveraging locals with the goal of showcasing San Francisco as a diverse and welcoming destination. Titled “I Am San Francisco,” it’s an online series sharing the stories of both natives of the city and those who came to visit and found a home.

“We wanted to tell stories that are real and authentically San Francisco,” President and CEO of SF Travel Association, Joe D’Alessandro said. “This is what San Francisco is all about–not just acknowledging diversity but celebrating and defending it around the world.”

User generated content is just one of the topics we cover in our annual report. You can download the Free Guide: State of Personalization 2018 Report to learn how destination marketers like you are leveraging:

  • Website personalization benchmark statistics
  • Strategies for implementing personalization
  • 2018 trends in content and personalization
  • Real case studies from successful destinations

Related Posts

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