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[Brand Reveal] Let’s Make Extra Your New Normal

When we started Unbounce almost a decade ago, we were motivated by a clear vision: to help the world experience better marketing.

Many marketers didn’t have the resources to build awesome campaigns on their own, so we set out to make it easy. There was also just so much bad marketing out there—spammy, inauthentic, half-baked. We wanted to empower every marketer to deliver remarkable experiences, convert more traffic, and get unbelievable results.

But that’s only gotten harder over time.

You’ve noticed, right? Your cost-per-click is at an all-time high and Google keeps changing the rules, making you reactive instead of proactive. You’ve got data, but it’s hard to make any sense of it without a ton of manual work. You want your website to convert better, but you’re left relying on developers to help you execute and it sometimes slows you to a stop.

With all of this on your plate, it can feel almost impossible to run the campaigns you dream about—the insanely personalized, creative, segmented campaigns that drive leads and sales (not to mention your reputation and career). Through no fault of our own, us marketers can find ourselves shackled to task lists, dutifully checking off Trello board items, unintentionally falling into a routine where we’re going through the motions instead of launching campaigns we’re all truly psyched about.

Well, nuts to that. We want to reignite your enthusiasm for marketing—and we’re handing out the matches.

Here at Unbounce, we believe going above and beyond to get your best results is a choice. It’s pushing past the status quo to make something exceptional—not because you have to, but because you hold yourself to a crazy-high standard. It’s rejecting “good enough” and “maybe later” and leaving things better than you found them. Above all, it’s shattering expectations, including your own.

We want to team up with you—not just to make this easier, but to make it your default setting. We want to help make extra your new normal.

Unbounce Loves Extra

We have to admit: Seeing our customers do remarkable things—whether it’s slashing their cost-per-lead, obliterating their conversion targets, or designing incredible landing pages—is what really drives us. Your extra makes our extra want to extra, y’know?

Take Ari Gayer and Shivanie Barapatre, key members of the acquisition team at Zola (the hottest wedding planning and registry company out there). Instead of creating just one landing page in a Hail Mary attempt to target prospects, they broke down their services into several highly targeted pages: one for brides, for grooms, their registry, their branded partnerships—you name it. The result? A 5 to 20% lift in conversion rates across the board, plus a mountain of new leads. Ari and Shivanie went even further, using their conversion lessons to improve the Zola website and spur a monster number of ecommerce sales. Boom.

Then there’s Taylor Loren, Head of Content Marketing at Later. As the company’s first marketing hire, she took ownership of the Later blog and—through valuable, engaging content—grew monthly sessions from thirty thousand to more than a million in just two years. But Taylor didn’t stop there. She implemented landing pages as a core piece of Later’s acquisition strategy (as a means of offering up downloadable content) and generated a whopping hundred thousand new leads for the SaaS brand.

And Aditya Bagri? The Digital Marketing Strategist at Agency Within, Aditya and the team had a hunch that websites would limit the number of conversions they could acquire for their big-name ecomm apparel clients, so they used Unbounce to build stunning, detailed landing pages instead. Just take a look at this one for Greats, or this one for Twillory. With slick visuals and gripping copy, these pages became an unforgettable first touch and created a lasting brand impression. Seriously—we’re in awe.

Each of these marketers is making a choice. They’re showing up to take their marketing to the next level, and they’ve got the results to back it up. This is what choosing extra looks like.

We’re Celebrating Extraordinary Marketers

Today at Unbounce, we’re making some visual changes to bring your over-and-above work to the forefront of the Unbounce brand. (Maybe you noticed our snazzy new site?)

Yeah, we know: Everyone and their barista seems to be doing a brand refresh these days. But over the past couple years, it became clear that our brand identity wasn’t totally aligned with how our customers view us, or with how we view ourselves. Unbounce is all about extra, but our look didn’t scream that. This realization kicked off a thorough reworking (led by our amazing internal team) that brought us to what you see now: visuals that celebrate you, the extraordinary marketers on our platform.

(You can read about Unbounce’s brand redesign here.)

Choose Extra with Unbounce

Now, not everyone chooses extra. Some companies promise false shortcuts and snake oil solutions. Some people are a-okay with bumping along in their day-to-day, leaving amazing work to the Don Draper-types of the world.

But that’s not us. We think marketing should be exciting and powerful (and something tells us that’s why you got into your gig in the first place, too). We’re like that kid who’s always got their hand up. “Chill out, Unbounce.” We can’t. And if you’re sitting in the front row, too—always giving it your all, refusing to do just the bare minimum—then you’re our kind of people.

Together, we can help the world experience better marketing, because it is possible. It starts with making the choice. To keep going above and beyond for your business. To challenge the status quo for your clients.

Together, let’s make extra your new normal.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.


#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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