Profile

Cover photo
Hayden Richards
Attended University of the West Indies
Lives in United Kingdom
166 followers|90,138 views
AboutPostsPhotosVideos

Stream

Hayden Richards

Shared publicly  - 
 
Bubble, bubble, toil and trouble: Tough times ahead in digital

Is digital marketing headed for a big-time crash? Columnist Lewis Gersh thinks so -- and he offers marketers advice on how to survive the impact. Please visit Marketing Land for the full article.

http://mklnd.com/2bzFlA6
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
YouTube adds mobile livestreaming to catch up to Facebook, Periscope

YouTube Live isn't all that different from Twitter's Periscope or Facebook Live, but its execs claim it's faster and more reliable than its rivals. Please visit Marketing Land for the full article.

http://mklnd.com/2bxdq43
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
Facebook is getting closer to putting ads in Live videos

At VidCon, Facebook's video product boss, Fidji Simo, said the company will test different monetization models for Facebook Live "over the next couple months." Please visit Marketing Land for the full article.

http://mklnd.com/2bNaXQI
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
A CMO’s View: How College Ave uses personalization to connect with customers

CMO Jennifer Astle is leveraging her retail marketing background to bring a more personalized customer experience to the banking industry. Please visit Marketing Land for the full article.

http://mklnd.com/2bsL8HJ
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
Where Instagram and Facebook advertising converge and where they differ

Can your Facebook successes be replicated on Instagram? Columnist Brad O'Brien takes a look at the similarities and differences between the two platforms and what it all means to marketers. Please visit Marketing Land for the full article.

http://mklnd.com/2bHcEPw
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
The Election: More searchers, more opportunities

Columnist John Cosley of Bing discusses how advertisers can leverage election searches for paid search wins. Please visit Marketing Land for the full article.

http://mklnd.com/2bENUaF
1
Add a comment...
Have him in circles
166 people
Social Media Marketing For Profit's profile photo
Alexander Aranda's profile photo
Supercuts Glendale Palms's profile photo
david wellem's profile photo
John Akwei's profile photo
Venture Icon Media's profile photo
Konstantinas Sulmanas's profile photo
Tabitha Jean Naylor's profile photo
ulric joseph's profile photo

Hayden Richards

Shared publicly  - 
 
From leads to data: how changes in the media business affect B2B marketers

Columnist Scott Vaughan takes a look at the transformation of media companies and what it means for B2B marketers and their data solutions. Please visit Marketing Land for the full article.

http://mklnd.com/2bQPmHd
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
Marketing Day: The ad tech evolution, College Ave CMO on personalization & more

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. Please visit Marketing Land for the full article.

http://mklnd.com/2bNV10x
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
Forecast: 33 percent of internet users will be ad blocking by next year

Rapid growth of ad blocking requires more soul-searching, faster action by industry. Please visit Marketing Land for the full article.

http://mklnd.com/2bv2nIo
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
Back to basics: Why you need to stop stressing over backlinks

Fishing for backlinks is like fishing for compliments: the sincerity will always be questionable. Read backlink veteran Kyla Becker's perspective on why we need to step away from backlinks and get back to basics. Please visit Marketing Land for the full article.

http://mklnd.com/2bJl6Oa
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
Ad tech evolution continues with Avid Media’s new DSP for native content only

And supply-side platform Pubmatic expands with a private marketplace for guaranteed sales. Please visit Marketing Land for the full article.

http://mklnd.com/2bpANwa
1
Add a comment...

Hayden Richards

Shared publicly  - 
 
How Conversion Barriers Can Actually Improve Customer Retention

Joanna Prospect needs a solution. After Googling some pertinent keywords, she comes across your site. The first thing she sees is a CTA pushing her to sign up for a free trial that promises to address her every need. “This could be the answer to all my problems,” she thinks. She signs up. Fantastic, right? Actually, you and Joanna might both benefit from slowing things down a little. If your site is set up to convert prospects from their first visit, Joanna Prospect may miss key bits of knowledge to make the most of your product, or she may try to use your product to solve the wrong problem. Your website should focus instead on educating prospects, leading them gradually down a path of increasing knowledge. By taking more time to move a visitor toward conversion in their purchasing journey, companies can decrease customer churn and protect their brand’s image. Let Joanna understand who you are and where she’s headed before asking her to convert. Hold on. Am I really telling you to put barriers between potential customers and a sale? Absolutely. Because there’s solid evidence that backs me up. Mom was Right: Patience Pays Rand Fishkin of Moz wrote an intriguing post examining how converting a customer too early actually ended up losing Moz some business . Fishkin found customers who convert on the first few visits to the website had a tendency to leave the solution “early and often,” while customers who visited at least 10 times were more loyal. Further, those loyalty rates actually increased with the number of times a customer visited the site before converting. This suggests that developing a brand relationship — largely by educating customers — creates longer-lasting relationships and reduces the costs of churn. Those initial customers who converted on the first or second visit to the site weren’t properly educated on what Moz’s solution could do for them and how to use it, so they ended up quitting the free trial after a month of mediocre experiences with the product. Those who had a better understanding of why they had converted were the ones who stuck around. So, how do you keep your own leads and prospects from converting too early? Map Those CTAs to Your Funnel Stages To keep your CTAs thoughtfully and effectively placed, map out each piece of educational content to a stage of your customer’s journey. Then optimize your CTAs with a focus on moving each prospect organically down that pipeline. Let me explain. The first time a visitor lands on your site, the CTA they experience should be to learn more, not to sign up for a free trial . Airbnb’s front page has an excellent example of a CTA for potential hosts, leading them to a page that answers “how does this work” questions. Identify pieces of your educational content aimed at the top of the funnel, and then design them to answer initial questions and lead the prospect to educate themselves further (with, for example, CTAs to learn more or read additional content). As a prospect moves through the funnel and seeks more informational content, they’ll begin to trust and rely on your brand’s expertise. CTAs for middle-of-the-funnel, often before they have signed up for a trial or a sale, content should offer prospective customers substantial ways to cement that reliance. Give them a chance to: sign up for a webinar take a free online course download a white paper read some case studies On their Sales Cloud page, Salesforce includes video case studies and white paper downloads: At the bottom of the funnel, customers will finally encounter your lead generation content. At that point, they should be well educated and primed to convert. This is where those CTAs for free trials and pricing packages should go. Remember These Cs: Content Creates Confident Customers Of course, these CTAs will only be effective if your educational content genuinely answers the questions prospects have along their journey. To identify what your ideal customers need to know before making a purchase, consider these factors: What do they need to know about your product to get the most benefit out of a free trial or other initial offer? Target your educational content to those topics and keywords. If you run a third-party seller platform, what skills do your providers need to optimize their listings and have success on your platform? If you run a sales CRM, what knowledge do your customers need about forecasting and sales pipelines in order to benefit from your free trial? If you’re not sure, try surveying current satisfied customers. Great educational content clearly conveys that if prospects have questions, you will reliably provide the answers. This gives them the confidence that when it comes time to try your product, they’ll have support. In the meantime, your educational content is building up the skills and mindset they need to properly use your product. The website of the sales CRM software Pipedrive is a good example of that. Along with a comprehensive support center, they publish a ton of content to help people become better at sales. In the eyes of your prospects, you’re now head and shoulders over other untested brands. If you already have a good customer training and onboarding program in place, then you already know the value of educating customers after the purchase. And once you begin to educate prospects before the sale, you’ll reap the results of conversions who are already loyal to your brand. About the Author: Becky Krill heads up marketing at SchoolKeep , a modern platform for optimizing full-funnel training operations. You can follow Becky on Twitter @RabeckaKrill.

http://bit.ly/2bnu1Ho
By taking more time to move a visitor toward conversion in their purchasing journey, companies can decrease customer churn and protect their brand’s image. Let prospects understand who you are and where they're headed before asking her to convert.
1
Add a comment...
People
Have him in circles
166 people
Social Media Marketing For Profit's profile photo
Alexander Aranda's profile photo
Supercuts Glendale Palms's profile photo
david wellem's profile photo
John Akwei's profile photo
Venture Icon Media's profile photo
Konstantinas Sulmanas's profile photo
Tabitha Jean Naylor's profile photo
ulric joseph's profile photo
Work
Occupation
All things Digital.
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
United Kingdom
Links
Contributor to
Story
Tagline
Digital Strategist and Growth Hacker
Collections Hayden is following
View all
Education
  • University of the West Indies
Basic Information
Gender
Male
Apps with Google+ Sign-in
  • Pocket Mortys
  • Walking War Robots
  • MARVEL Contest of Champions