Tips to Boost Website Engagement

B2B tech companies are addicted to getting you to subscribe to their corporate echo chamber newsletter graveyard, where they dump their latest self-love notes. It's a cesspool of "Look at us!" and "We're pleased to announce..." drivel that suffocates originality and murders interest. Each link, each event recap and each funding announcement is another shovel of dirt on the grave of what could have been engaging content. UNSUBSCRIBE What if, instead of serving up the same old reheated corporate leftovers, your content could slap your audience awake? Ego-stroking company updates are out. 1. The pain point deep dive: Start by mining the deepest anxieties, challenges and questions your audience faces. Use forums, social media, customer feedback and even direct interviews to uncover the raw nerve you're going to press. 2. The unconventional wisdom: Challenge the status quo of your industry. If everyone's zigging, you zag. This could mean debunking widely held beliefs, proposing counterintuitive strategies or sharing insights that only insiders know but don't talk about. Be the mythbuster of your domain. 3. The narrative hook: Every piece of content should tell a story, and every story needs a hook that grabs from the first sentence. Use vivid imagery, compelling questions or startling statements to make it impossible to scroll past. Your opening should be a rabbit hole inviting Alice to jump in. 4. The value payload: This is the core of your content. Each piece should deliver actionable insights, deep dives or transformative information. Give your audience something so valuable that they can't help but use, save and share it. Think tutorials, step-by-step guides or even entertaining content that delivers laughs or awe alongside insight. 5. The personal touch: Inject your personality or brand's voice into every piece. Share personal anecdotes, failures and successes. 6. The engagement spark: End with a call to action that encourages interaction. Ask a provocative question, encourage them to share their own stories or challenge them to apply what they've learned and share the results. Engagement breeds community, and community amplifies your reach. 7. The multi-platform siege: Repurpose your anchor content across platforms. Turn blog posts into podcast episodes, summaries into tweets or LinkedIn posts and key insights into Instagram stories. Each piece of content should work as a squad, covering different fronts but pushing the same message. Without impressive anchor content, you won't have anything worth a lick in your newsletter. 8. The audience dialogue: Engage directly with your audience's feedback. Respond to comments, ask for their input on future topics and even involve them in content creation through surveys or co-creation opportunities. Make your content worth spreading, and watch as your audience does the heavy lifting for you. And please stop with the corporate navel-gazing. #newsletters #b2btech #ThatAshleyAmber

If the last 3 years taught me anything, it's that Interactive Demos are the single best indicator of a website visitor's intent to CONVERT. Think about the different pages/sections across a b2b tech site: - Pricing? ... EVERYONE goes there by default. so not much conversion intent to leverage there - Case studies? ... these are table stakes and usually viewed more post-conversion in the sales process - Testimonials / logos / "wall of fame"? ... also table stakes, but in the case of conversions it's usually a big detractor if you don't have them - Resources/blog? ... educational, very top funnel, rarely sought out by a high intent buyer - Solutions/industry? ... this really just helps them zero in on more relevant pain points. certainly helpful for driving intent - About us? ... definitely not a conversion driver imo, but they do tend to help post-conversion with bigger ASP deals and in competitive deals - Product? ... tied for the Solutions/industry page imo. but product pages tend to be high level and not go deep enough for that high intent buyer OK now Interactive Demos: - The viewer has to click through them, so it requires a little bit of effort. The more "effort" (time spent + progress) the more intent they have (theoretically). And this intent (in my experience) has always been significantly greater than any other page or asset on the website. To top it off, for those companies with interactive demos, I see about 60-75% of their traffic view demos before they convert 👀 PS - Now of course there's Video Demos. Some short, some long. I honestly wish saas companies made more of these, but we're all a little too worried about "that recorded feeling" and "giving away too much info". Fair enough, but when it comes to conversion intent, spending a lot of time watching demo videos is arguably about as high as it gets ... maybe we should consider testing these out more.. #demandgeneration #saasmarketing #b2bmarketing

How I address user objections on landing pages: (for B2B SaaS products) In the B2B buying process, there will inevitably be doubts and objections in your buyers' minds. Ones that buyers before them have had. Few ways to collect them: — Customer interviews — Reviewing sales calls — In-product feedback — Support tickets Now time to add them to your landing pages: 1) Create an FAQ section (most direct) — Find patterns in the most asked questions. — Add them a simple FAQ block. — Max of 5-6 2) Add *relevant* customer testimonials Social proof adds credibility but relevant social proof is a subtle nuance that has larger impact. If a testimonial addresses an objection related to the use case on the page, that's the winner. 3) Weave it into your messaging Good copy = addresses pains and solutions Great copy = pains, solutions, AND objections Users leave with more answers than questions. Bonus: Run ads for specific objections and respective solutions.

How I help IT companies get x2 quality leads from their websites. Example 1. Traffic source: SEO Factor affected: Conversion to Lead Actions taken: - Customized CTA blocks on Blog pages - Replaced contact forms with Book a call widget - Added Book a call widget directly to blog posts (were relevant) Results: - 90% leads spam --> 10% leads spam - x3 relevant conversations happened Example 2. Traffic source: Paid ads Factor affected: Leads quality Actions taken: - Added qualification questions to Book a call form - Added relevant company size on the targeting level - Designed an attractive offer for the landing page Results: - Conversion to lead increased by 10% - Leads qualification speed shortened to 1 day Conversion isn't a destination. It's a process with very specific steps and factors you can (and should) affect. Need help with your conversion optimization tasks? Hit me up in the comments, I'll answer your questions and share more experiments and examples. ==== I'm Liudmila Kiseleva, CEO of Rampiq. We help B2B IT and SaaS companies get more revenue from their websites. Follow me for more practical tips on SEO, SEM, Analytics and content marketing.

Here is a massive opportunity for your business👇. When I work with clients on their digital presence, oftentimes, we start with their website. Either they don't have one or one that is outdated and ineffective. It's like a billboard sitting in the middle of the desert. When was the last time you looked at your website statistics? Basics like how many unique visitors per month? Is it going up, down, or flat? How long do they stay on your website (bounce rate)? Are they taking the action you want them to? There is much more to it than that, but today, I want to discuss your About page. Yes, it is the page where most owners, coaches, and entrepreneurs talk about themselves without regard to the website visitor reading it. Do people want to know about you, your background, and your credibility? Of course! But because the About page is the second most visited page on a business website, you have an opportunity to "soft sell" your products or services. Instead, write content (copy) for THEM at the beginning of this page. Make it emotional, addressing their biggest pain point and how you help people like them solve it. This requires you to know your ideal client and their pain points. Then speaking (writing) in a language that resonates with them and entices them to take the next step. Rethinking the About Page: ▶ Narrative: Shift from a corporate timeline to compelling storytelling. ▶ Value Proposition: Highlight benefits, not just services/products. ▶ Human Touch: Introduce the team, humanizing the business. Credibility: Add testimonials. A 2020 study shows 87% of consumers rely on online reviews. ▶ Clear CTA: Guide visitors toward the next steps. ▶ Speak to their pain points even on the About page ▶ Have a video from the CEO to put a face to the business. Optimization Outcomes: ▶ Better engagement reduces bounce rates. ▶ Enhanced trust through transparency and connection. ▶ Boosted conversions due to visitor-centric content. There you have it! Now stop what you are doing, look at your About page, and see if it's doing what I mentioned. If not, fix it! If you don't know what to do, seek guidance from someone with the experience and know-how to take you through a digital transformation. This will be your best investment in yourself and your business in 2024.

PSA to new brands: fix your website bounce rate before investing in Paid Media. High bounce rates can be a signal that your website isn't meeting user expectations. So you're likely not ready to pay for more eyeballs yet. To reduce bounce rates and keep your audience engaged -- do the following. Provide High-Quality, Relevant Content 🌟 • Your content is king. Ensure it’s valuable, informative, and relevant to your audience’s needs. Improve Your Navigation 🧭 • Simplify your site nav to help users find things quickly & effortlessly. Ditch the Pop-Ups 🚫 • Keep pop-ups to a minimum (e.g. only to collect crucial info like email address) Speed Up Your Site ⚡ • Remember "Milliseconds Make Millions". Optimize site speed to keep users happy. Design for Mobile Users 📱 • With the vast majority of users accessing the web via mobile devices, responsive design is crucial. Too many web design projects are still done primarily with Desktop in mind. Improve Content Readability 📖 • Use clear headings, short paragraphs, and bullet points to make your content easy to read and digest. Use Eye-catching CTAs 🎯 • Well-designed, compelling calls to action can guide users to take the next step. Update Old Posts 📝 • Keep your content fresh and relevant by regularly updating older posts. Fix Broken Links 🔗 • Broken links frustrate users and can hurt your SEO. Regularly check and fix them to keep your site healthy. Add More Internal Links 🔗🔗 • Internal links can help guide users to related content, keeping them on your site longer. User Experience Personalization 🎨 • Tailor the user experience to individual visitors to make them feel valued and understood. Taking these steps will make a big difference in reducing bounce rates and improving user engagement. #DigitalMarketing #WebsiteOptimization #UserExperience #SEO #MarketingTips #WebDesign #ContentMarketing

Here’s a B2B SaaS product marketing play you can steal. It’s called “The Objection Smasher.” Create a public facing landing page and list out the brutally honest 5-10 reasons customers don’t buy your product and why they churn. Every buyer is working through 2-3 vendors and hundreds of features. But they all know they are being sold to. Of course everything you say about your product is going to be glowing. But that’s what everyone is doing. You can shift the conversation to you by earning trust and credibility from sharing the top reasons people don’t buy. Help them buy. Plus: I’d rather have a chance at sharing our POV on the reasons why people don’t buy and controlling the message vs letting them wonder and maybe never even talk to us. Handle the objections upfront before you even get to a sales call and then your sales team isn’t playing defense right from the first call. Sit down with your sales, customer success, and product leaders. Take insights from each team and handle those objections in advance. This could also easily start with a blog post or a LinkedIn post too. Why do this: 1. Addressing your flaws upfront creates trust and credibility - we don't believe in perfect ratings, perfect reviews. I don't like when the waiter tells me everything here is good. That can't be true! 2. Have you seen the movie 8 Mile? "Here! Tell these people something they don't know about me."

This SaaS came to me because they had been working with an agency for a year, but the traffic wasn't converting. Here's how we fixed things 👇 First, what they already had was a GREAT strategy. It checked every “best practice” box. But it wasn't converting. And you're only gonna get so much content budget without ever being able to connect it to acquiring, activating or retaining customers.* * (typically we only think of the first one of these, but that's for a different post) Sure, we could move up CTAs, add forms directly into the page, etc. But that still won’t solve our problems. 🗑 So let’s throw out industry best practices. 1. We doubled down on matching the intent behind every search. People convert better when they arrive on the page and immediately feel seen/heard. 2. We looked at a customer-driven approach to SEO versus a keyword-driven approach. 3. We build stronger internal links with keyword-focused anchor text. A stellar internal team, great content writers, and a gut check was all they needed to get off the paid marketing hamster wheel, prove SEO could work reliably, and start doing the really creative demand gen they're know for today. Lots of people in B2B talk about doing more creative demand gen work. I can tell you it's a WHOLE lot easier to get budget/time for it if you have predictable revenue from content/SEO. ⚡️

Here are 9 life-changing content marketing habits for B2B SaaS founders: (That will help you generate product demand using content) (1) Publish more often than you think you need to. I talk to founders all the time who are scared to post ‘too often’ on their account, or their company’s account. Your audience doesn't realize how much you post. And you should be getting in from of them more. (2) Compress your ‘time to ship.’ This one is similar to point 1. I also talk to tons of founders and marketing leaders who want to spend weeks mapping out their social content strategy. This is silly. The best way for you to understand what works is to test it with your audience. They longer you go without shipping, the longer you are waiting to see what actually works. (3) Shift your focus from vanity to value. Followers are important. Impressions are important. You do need to ‘fill the room’ with new people to sell to. But don’t overshoot this to the point where you forget about the main goal of your content—to generate demand for your product. (4) Have someone on your team that deeply understands social platforms. Social is the most effective way to get distribution for your content. You should have someone on your team—whether it be a FTE, a freelancer, or an agency partner—who is obsessed with how these platforms work. Social platforms move quick. You, or someone on your marketing team, need to be keeping up with performance trends. (5) Create with personality. B2B marketing is so sterile. Don’t fall in with the crowd. Take a stance with your content. Indifference is death for your marketing. (6) Publish content that your ICP would want to share in their team’s Slack channel. Optimizing content for high-value shares solves 95% of problems you will run into with your content. Is your content valuable enough to end up in an industry group chat? Worth thinking about. (7) Funnel your social audience to a long-form asset. Social gets attention. Long-form builds affinity and buying intent. The best companies I’ve worked with have a long-form content series like a newsletter, a podcast, or a YouTube channel where there social audience can move to if they want more content. (8) Pick one thing to be known for. Run with it. You want to become the default source of information for a topic your ICP cares deeply about, and is related to your product. Yes. Show personality and don’t be a robot. Indulge your other interests. But know what you’re optimizing for here (product demand). (9) Pick one channel to dominate. Run with it. Most B2B companies can scale to 7-8 figures in ARR without diverging from LinkedIn and X. No other social platforms come close. I’ll be the first to use any that do. But for now, LinkedIn and X are the only channels you need to dominate. Don’t dilute your focus. Ok. That’s all I’ve got. if this was helpful, help me check off point number 6 and share this with your marketing team. Appreciate you.

People don't have short attention spans... They have short EVALUATION spans. This matters to every B2B business. Let me explain why... The way we consume information has changed, but our capacity for focus hasn't. Instead, our attention valuation has grown, demanding content that delivers education and entertainment in equal measure. Here's the shift we're facing: Information overload: We're bombarded with content from all sides – social media, news feeds, email inboxes, and more. This constant influx forces us to be more selective about what information we dedicate our valuable attention to. The rise of niche expertise: Generalized content isn’t appealing to the masses anymore. Today's audiences crave deep dives into specific topics and want to see experts who can educate and inform. The entertainment element: Even in the B2B world, simply providing information isn't enough. Content needs to be engaging, interesting and even entertaining to capture and hold attention. This might seem like a lot to juggle, and many businesses are wondering: “How can we create content that performs well?” Here are some key strategies: 1. Become a Source: People are hungry for knowledge in their specific fields. Position yourself as an expert resource by offering: In-depth blog posts and articles Original research and content backed by data Webinars and podcasts with real-time discussions 2. Convincing Storylines: Facts and figures are important, but they're not enough. Wrap your information in narratives that: Tell stories to make your point and connect with your audience on an emotional level. Inject humor and personality to make your content more engaging. Use high-quality images, infographics and videos to break up text to enhance comprehension. 3. Cater to Different Learning Styles: There's no one-size-fits-all approach to learning. You should offer a variety of content formats to cater to different learning styles: Written content Visual content Audio content 4. Prioritize User Experience: Make sure your content is easily accessible and enjoyable to consume: Optimize your website and content for mobile devices. Structure your content logically with clear headings and subheadings. Use concise language and avoid jargon whenever possible. Attention is a precious commodity that customers won’t willingly give away. You have to earn it. If your content is informational, shares convincing stories and prioritizes the user-centric experience, you’ll capture and hold your audience's attention regardless of how big the pool of information gets. #contentcreation #socialmediamanagement #buildingmaterials #socialmedia