You may know that I have fully embraced short-form video during the past couple of months. This was not an easy transition. I had to overcome so much of what I thought I knew about marketing and advertising to do it.

Throughout this pivot, it’s become obvious to me that there are so many “old school” marketers and advertisers who just don’t get it. But, I fully understand and appreciate why they don’t get it because I was one of them until recently.

Maybe you are in this group of resistant marketers. Allow me to attempt to explain your reservations before arguing why you’re wrong (in the nicest, gentlest way possible).

First, I’ll tee this up with what I’m doing right now — a strategy that will feel wrong to many.

What I’m Doing

After years of prioritizing my blog (I haven’t abandoned it!), I now focus first on short-form video. I make time for recording and editing videos. At least one video will be published to TikTok, Instagram Reels, Facebook Reels, YouTube Shorts, and LinkedIn on most days.

My short-form videos are not promotional. They are created with the goal of solving a problem. The vast majority of them are tutorials or discussions of an advertising tactic (mostly Facebook ads, but some TikTok, too).

Each video is a minute long. There is no call-to-action button. No link in the description. Just helpful info.

Okay, maybe not 100% non-promotional. Of the more than 100 short-form videos I’ve published in two months, a few discussed what happened during one of my weekly webinars, strategy sessions, or one-on-one sessions. So, these were at least loosely promotional.

But those videos make up the extreme minority. And you can bet they were far less popular than the others.

The Argument Against It

The old-school marketer in me resisted this approach for years. Not just because I was intimidated by getting in front of a camera and the perceived work involved to do it well. I couldn’t get over the hurdle related to measurement.

I’ve been asked several times during the past couple of months questions related to ROI. How much revenue is this generating? Is it leading to positive ROI?

I understand. For years, I only cared about driving traffic to my website. I valued the traffic because traffic is what fed my funnel. More traffic, more people on my email list, and more customers.

These things could be measured pretty easily because I was sharing links. I knew how many people clicked those links, and I could often figure out how many of those clicks led to purchases.

But, links aren’t added to these videos. I’m not able to track what people do after watching them. Realistically, they aren’t immediately going to my website because there isn’t a link.

I’m spending a couple of hours per day creating these videos. Time is money. I am not tracking (able or willing) whether anyone watching these videos is then buying from me. Without links, that’s not possible.

Why not just add a link? Well, that misses the point. We’ll get to that point.

But, the argument is made that such efforts are a complete waste of time and money. If you can’t connect a marketing effort to revenue, you shouldn’t do it. It was a failure.


My Goals

Understand that it’s not that I don’t have the goal of making money. I just don’t care whether I can tie revenue to these efforts.

My goals for this approach can be summed up like this…

Build my brand. Establish and reinforce expertise. Be top-of-mind. When someone has a Facebook ads-related problem, they think of me.

I built my brand years ago. I established my expertise. But the truth is that I started to lose that fresh polish. I wasn’t in your feed every day because I refused to play the algorithmic game. And ultimately, I was no longer top-of-mind.

I don’t need any encouragement or reassurance. I understand I lost some of that. It was my own fault. And it was largely because I didn’t evolve with video.

My videos don’t need to remind you every day that I have a website. They don’t need to push my products in your face constantly to get you to buy them.

I want to be present in your feed, but I don’t want to be annoying. I want you to look forward to seeing me there. It’s not like the commercial that you can’t get out of your head.

I want to own the most-followed account for Facebook ads strategies, tutorials, and advice — on TikTok and everywhere. That isn’t the case right now because I relied far too much on the success of my website to carry me.

This doesn’t happen by creating videos that push my products. This happens by being useful.

The Difference with Video

Look, we know that video is different for marketers than links. Many of those differences are negatives related to tracking. But, there’s also a huge benefit in our favor.

Videos can initiate a relationship that written words struggle to create.

With videos, you see a side of people and brands you wouldn’t normally see. Connections can be made. You come away feeling like you actually know this person.

This connection grows with each video.

Measuring Results

This approach can be maddening, I know. I’ve been putting in countless hours the past couple of months refining my process and learning what works and what doesn’t work. And it absolutely is challenging to stay motivated when you don’t know that it’s helping.

Initially, my reassurance to keep going was a small, daily reminder. I’d consistently get comments on my Facebook Reels from people saying that they were happy to see me in their news feed again. That I helped them years ago but they haven’t seen my stuff in forever.

I hadn’t gone anywhere. But, it was obvious. Until this new effort, I was no longer top-of-mind.

Those little reminders were nice. But we needed something of substance. That substance has repeated itself the past couple of days.

In two days, four separate people have told me the same thing. They were inspired to buy something from me because of my videos. In each case, they followed me years ago, and then I disappeared. The videos moved the needle.

Not any particular video. Just the collection of videos. The constant, subtle reminder that I could help them.

Those four people combined to buy three memberships (two annual) and 12 one-on-one sessions (this is not a misprint, they booked in advance).

Without the videos, none of this would have happened. I’m confident of that. They are confident of that, too.

My Challenge to You

Because these four people told me this, I can connect the videos to revenue. But without their friendly words, I would have no idea. And it would have been easy to get frustrated. But we can’t. We must see the bigger picture.

I hope you’ll join me on this journey. I challenge you to look beyond the way we have always done things.

Some efforts don’t need to be tied directly to revenue to be worthwhile. Some efforts merely set the stage. They make the purchase possible, even if the effort itself didn’t direct that purchase.

I encourage to create videos — even most of your videos — that only aim to provide value. No direct and obvious goal of a sale.

Things are changing. If you want to show up on short-form video on TikTok, Reels, and YouTube Shorts, you need to consider how people consume that content. Don’t force them to click links because of your need to measure your impact.

Watch Video

It’s only natural that I have a quick video that discusses this topic, too!


Two examples of the amazing impact of short-form video.

♬ Vice (Hip Hop Instrumental) – SickBeats

If you haven’t yet followed me on TikTok, make sure you change that.

Your Turn

Obviously, this applies more to info marketing than it does to e-comm, but I’d argue there’s room in e-comm strategy for this as well.

Have you come around to this marketing approach? What do you think?

Let me know in the comments below!

The post How Short-Form Video Alters Marketing Evaluations appeared first on Jon Loomer Digital.

marketing insider group's optimize your blog page for conversion

Don’t miss an opportunity to maximize your profits by neglecting to optimize your blog page for conversion.

Converting site visitors into paying customers is key to growing your business. By making your blog page engaging and easy to navigate, you’ll increase visitors’ time-spent on your page and heighten your chances of making a sale.

Increase visibility, build trust with your target audience and turn more visitors into leads with these simple ways to optimize your blog page for conversion.

Key Takeaways

  • Increasing your conversion rate, or frequency of conversion, is the most cost-efficient way to boost your profits
  • Businesses that blog get 97% more links and 55% more traffic to their websites
  • A visually pleasing, easy-to-navigate blog page demonstrates dedication to serving the needs of your target audience and strengthens your customer relationships
  • 90% of the data the brain transmits is visual, meaning that visual optimization of your blog page crucial to making a lasting, positive impact on new visitors

Make the most of your blog page by using a smart strategy that’s proven to optimize your conversion rate.

The Importance of Conversion

If your marketing strategy isn’t generating conversions, or turning site visitors into paying customers, then it’s time to make some changes. Without conversion, you’re likely not making any money. Increasing your conversion rate, or frequency of conversion, is the most cost-efficient way to boost your profits.

You may be thinking that conversions are already accounted for in your SEO marketing strategy – and doing so would sacrifice your potential profit. SEO is an important piece of the conversion puzzle but doesn’t secure a solid step towards sales. SEO helps generate top-ranking content but only optimized landing pages will encourage conversions.

The good news is there’s more ways to maximize conversion than just making sales. Generating a high click-through rate (CTR) heightens your chances of converting visitors and receiving:

  • New appointments
  • Filled-out forms
  • Newsletter sign-ups
  • Phone calls
  • Requests for a quote

These actions and any other that bring your business one step closer to making a sale counts as conversion. This means that increasing your conversion rate is as easy as setting up your website for success.

How Your Blog Page Will Help

Businesses that blog get 97% more links and 55% more traffic to their websites. More leads means more opportunities to convert those new site visitors into sales.

bar graphs show that businesses that blog get 97% more links and 55% more traffic to their websites

Image Source: WordStream

Blogging boosts your brand awareness, improves the ranking of your product pages and drives more traffic to your site. Know your audience, answer their questions and share high quality content. Doing so will demonstrate expertise and build trust with your readers.

Consistently posting helpful content is the first step towards optimizing your site for conversion. Step two is tailoring your blog page to encourage visitor engagement.

A visually pleasing, easy-to-navigate blog page shows readers that you’re dedicated to serving their needs. This strengthens the relationship between you and your visitors, making them more likely to sit back, relax and make a purchase.

Optimize Your Blog Page for Conversion

A well-crafted blog page is one of the best ways to increase your conversion rate. Don’t pass up the opportunity to make a profit and learn how to optimize your blog page for conversion.

Assign Categories

Assigning blog content to categories simplifies navigation and guides your visitors to information they’ve set out to find, leading to a satisfying experience. Satisfied users will trust your site and prioritize your company’s services when they’re ready to make a purchase.

image of category tabs on blog page for marketing agency

Separate your blog articles into 4-6 well-structured categories tailored to general subjects that interest your target audience. Assign each article to one category only and focus category names on keywords or themes related to your business, such as:

  • Content Marketing
  • Marketing Strategy
  • Search Marketing
  • Demand Generation

This allows you to quickly educate visitors and elongate their time spent on your page. The more valuable information they find on your site, the more likely they are to initiate a sale.

Feature Recent Articles on Your Homepage

Featuring recent articles on your homepage brings expertise to the forefront of your business. It shows readers that you’re dedicated to sharing quality information with your loyal readers.

image of featured articles on marketing agency homepage

Demonstrating consistency via your blog page is one of the best ways to establish trust in your community. When your target audience trusts you, they’ll view your business as a way to gain valuable insight and be encouraged to make regular visits. Frequent visits to your site will heighten the chances of raising your conversion rate.

Proper Calls to Action

Possibly the most important aspect of optimizing your blog page for conversion, effective calls-to-action, or CTAs, are key to seeing new visitors make a move towards conversion. Include a CTA or form in the second column of your blog page to kindly remind readers that making a transaction with your business offers great value.

For example, a marketing agency could suggest:

“Sign-up for our newsletter today to learn more about growing your business”

example image of proper call to action on blog page

Each CTA should feel like a natural request to engage with your business’s services. Sometimes all visitors need is a little nudge to sign up for your newsletter to increase their chances of making a future purchase.

Create A Two-Column Layout

A single-column blog page is better than no blog at all, but it’s not an optimized set-up for conversion. A one-column layout sacrifices features that will get you closer to making a sale.

Set up your blog page with two-columns to take advantage of benefits that lead to conversion. A two-column layout gives you the ability to share more content with readers while they’re viewing content on your page. See Marketing Insider Group’s blog article wireframe for a clear example of a two-column layout optimized for conversion.

Marketing Insider Group’s blog article wireframe optimized for conversion

Focus on general blog content in column one and highlight top posts and CTAs in column two. This introduces another site destination to readers and encourages them to keep engaging with your content. The longer visitors stay on your page, the more likely they are to convert.

A two-column blog also enhances overall readability, visual appeal and comprehension of content. Ninety percent of data transmitted by the brain is visual. This means that visual optimization of your blog page is crucial to making a positive, lasting impact on new visitors.

Social Buttons to Encourage Sharing

Encourage site visitors to share your content by making social buttons readily available.

social buttons featured on blog to encourage sharing options

Adding social buttons to your site will gently nudge readers to share relevant information to their personal social channels. This will boost brand awareness and lead to more traffic, ultimately engaging new visitors and increasing your conversion rate.

Shares on social media also helps to establish credibility. When your business communicates competence and trustworthiness, new visitors are more likely to convert.

Add Blog to Main Navigation

Make your blog page front and center to emphasize the value your business adds to your community. New visitors will want to capitalize on your expertise and spend more time engaging with your content.

image of blog tab on main navigation of marketing agency homepage

Alt-text: image of blog tab on main navigation of marketing agency homepage

Adding your blog page to the main navigation of your site also demonstrates your business’s dedication to consistently educating and caring for your customers. New visitors will view your site as a reliable source of information and be likely to convert when they’re in need of your products.

Demonstrate Consistency

Consistency is an important part of every relationship, but especially so with your potential customers. Keeping up with a consistent publishing schedule demonstrates that your content is stable and reliable, making potential customers more likely to pay for your services.

To keep up with your competition, post new blog content at least twice a week on Monday and Wednesday mornings. This is when most people are checking their inboxes and heightens your chances of engagement.

horizontal bar graph shows frequency of posts for businesses with blogs

Image Source: FirstSiteGuide

Although it can be challenging to crank out two new posts a week, it’s a key component to encouraging conversion. Revisit outdated articles and give them a refresh to keep up with consistency in your publishing schedule.

Create Article Template

Another way to show consistency is by formatting your content in the same layout. Using the same template makes readers feel comfortable because they’ll always know what to expect.

Establish a set template with the following features to keep your content credible and uniform:

  • Dates and authors
  • Engaging imagery
  • Links to top posts
  • Encouragement to share
  • Offers to events and downloads

These key elements demonstrate frequency and dedication to your readers. They’ll also encourage visitors to engage with your content and help boost your conversion rate.

The comfort and familiarity of a great blog post will build trust between you and your community, making you their #1 choice when it comes time to make a purchase. Check out Marketing Insider Group’s secrets to creating the perfect blog post and access the downloadable version here.

To learn the basics of writing a blog post, enjoy the short video below.

Attention Grabbing Headlines

Grab your visitors’ attention by using headlines that peak the interest of your target audience. Once you’ve got their attention, they won’t be able to pass up the opportunity to click on your content and learn more.

Concise, catchy headlines are key to helping you stand out in the crowd. Databox reported that headlines are the most important blog element in terms of SEO and conversion.

bar graph shows importance of blog elements to SEO and conversion

Image Source: Databox

Draw your readers in with an intriguing statement or question to optimize your chances of ranking and raising your conversion rate.

Make More Sales Today

Start growing your business’ profits today and optimize your blog page for conversion. Doing so will enhance visitor experience, generate more site traffic and ultimately increase your conversion rate.

For more ways to highlight quality content on your site, check out our SEO Blog Writing Service now or schedule a quick consultation today to learn more!

The post How To Optimize Your Blog Page for Conversion appeared first on Marketing Insider Group.

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