Mark Nunney at Wordtracker.com compiled a comprehensive list of 99 Takeaways and Top Tips from this year’s Search Engine Strategies conference held in London.
I don’t have time to delve into all 99, but here are a few key concepts of interest to marketers:
Soft sell
To get better conversion rates, it’s important to back away from a hard sell in order to simply build rapport and trust with the customer. Testimonials go a long way in helping to establish this trust.
Free delivery
Using the phrase “free delivery” can lead to a big jump in customer response. Never underestimate how much consumers appreciate a “Unique Campaign Proposition”.
Long tail keywords
Become an expert at using long tail keywords whenever possible. These targetted phrases bring focused, ready-to-buy customers in from the search engines and often result in higher conversion rates.
Email still works
Don’t neglect an email campaign. Business owners are often sceptical of attempting to reach their customers via email. But research shows email marketing done correctly increases customer response.
An interesting fact about email: Short and to-the-point subject lines usually get better open rates than long, rambling subject lines.
Charles Cuninghame – Website Copywriter
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