Call to Action

Copy is an important part of persuading prospects to convert... so then why do marketers toss around cliche terms like "world-class" and "breakthrough" on their landing pages?

On this episode of the Call to Action podcast, we chat with Henneke Duistermaat of Enchanting Marketing about her disdain for certain overplayed terms in the marketing space.

No one wants to feel like they're being sold to - Henneke discloses which words you're better off avoiding if you want to write copy that converts.

http://unbounce.com/podcast

With everyone and their grandma pumping out blog posts and ebooks galore, it takes a lot of effort to get your content in front of the right people.

On this episode of Call To Action, we speak to Shopify's Tommy Walker, about his open letter to content marketers. Tommy had a bone to pick with content marketers over producing tons of content without a clear strategy.

As he explains in the podcast, every piece of content you create needs to fit into a larger strategy – and have one clearly defined goal from the start.

http://unbounce.com/podcast

"Always be testing" has become a mantra in the conversion marketing world, and we're as guilty as anyone. But the truth is that running valid tests that actually have an impact on your bottom line is easier said than done.

On this episode of the Call To Action podcast, we talk to conversion rate optimization "junkie" Michael Aagaard of Content Verve and he explained that your A/B tests are only as good as your hypotheses. Michael explains that if you don't quite understand why you're running a test, then it's probably not going to yield very useful results.

He came to this realization when he noticed that he was focusing on test quantity over quality. Once he dialed back the amount of tests he was running and amped up his research, his tests starting producing some pretty dramatic results.

http://unbounce.com/podcast

On the debut episode of Call To Action, we delve into the world of pay per click advertising, which can be a bit overwhelming if you're just starting out. To get off to a solid start, it never hurts to look to veteran marketers who have already done their time in the PPC trenches.

We speak to Elizabeth Marsten, Vice President of Search at Portent, Inc. about the common mistakes that marketers are making with their PPC campaigns.

In the interview, Elizabeth explains why PPC marketing and online dating have more in common that you might think. When Elizabeth first met her future husband, she was disappointed when his bearded mug didn't quite line up with his babyfaced Match.com profile pic.

Similarly, in your PPC campaigns, if your ad doesn't line up with your landing page, then potential customers will feel confused and misled, also known as poor message match. And if they have a weird or confusing "first date," they're probably not going to give your campaign a second chance.

http://unbounce.com/podcast