About Dan Golden

Dan Golden has been in the search business since 2001 and brings a wealth of digital marketing experience to Be Found Online. A graduate of Northwestern University with a B.A. in Economics, he has a diverse digital marketing background having spent time on the client side, freelance consulting, at large agencies and in start-up environments.

After learning the “how to’s” at ConsumerGuide, DoubleClick Performics & Google, he took the best part of each and founded Be Found Local as a paid search company in 2006. In 2009, he joined forces with long time business partner, SEO mastermind and fellow Northwestern University graduate Steve Krull to form Be Found Online. Executing a successful formula of doing right by their clients and by their employees, the company has since grown over 500% and was recently named the #4 Fastest Growing Chicago Ad Agency on the 2012 Inc 500|5,000 list.

You can find Dan on Google+

The Art of the Thank You Page

thank you page

 

Attention Marketers! Do you sell something or collect leads on your site? Thought so. I bet you’ve spent a lot of time designing paths to convert visitors into leads or sales.

If I were to ask you who were your highest value prospects, you would tell me, “The people who have taken a step down one of those paths by filling out a lead form.”

Most marketers spend hours, days, weeks & months optimizing landing pages to convince more people to fill out forms, but invest far less effort to optimize the thank you page and the user experience beyond it.

thank you elvis

Consider for a moment that if you have built a solid lead generation page that is compelling enough to get five percent of visitors to download a white paper, only 50 of one thousand visitors ever get to the thank you page, but those who do are your most valuable prospects.

Make certain that your thank you page treats your most valuable prospects the right way.

I visited a provider of cloud services infrastructure and downloaded a riveting white paper called 5 Ways Cloud-Integrated Storage Reduces Costs.

Even though a great deal of effort and expense had been expended to create this white paper, it downloaded without even sending me to a thank you page, suggesting additional content, or giving me a way to inquire without scrolling to the footer of the second page of the report.

The company did not acknowledge in any way that I had downloaded the report.

I visited the site of a large CPA firm and signed up for its newsletter. Once I did the email opt in, I went to this thank you page:

thank you content

Although the content on this CPA’s site is engaging and professional, he is missing an opportunity to make the most of the people who are ready to connect with him and his firm in a deeper way. His thank you page could let prospects know that he will soon be sending them the latest issue and a guide to other free information on the firm’s site.

I visited a leading firm providing chain of custody services and other specialized courier services. Here is a part of the page that firm sent me to when I filled out a lead generation form for one of their white papers:

thank you whitepaper

Now that I have expressed interest, this courier company does seem to want to talk to me, but under their terms. An additional nine-box form is a precondition of a conversation. This courier is making it hard for prospects to talk to them at a point when they have already taken a step to engage by trying to dictate when and how the next conversation will take place. Instead, this thank you page should offer options.

There should be a phone number to call an expert and the tone and substance of their thank you page should be friendlier. They should do better than offering a generic email address to those who are having problems getting the white paper.

Making the path so narrow and placing control with the company communicates a lack of interest in service and a lack of urgency in solving problems. Neither will make an inquiry warmer.

So what should your thank you page include?

  1. It should actually thank people and acknowledge the step that visitors have taken to engage.
  2. It should include additional suggested content that makes sense based upon the conversation that has taken place.
  3. It should promote social channels to invite deeper engagement and to turn prospects into fans.
  4. It should be clear about the next steps that will happen next.

Relationships start on the thank you page. Your thank you page is your first chance to impress someone who has placed trust in you. Make yours worthy of the King of Rock and Roll.

I hope this post has motivated you to reexamine your thank-you pages. Let our thank you post recommendations be a starting point. Here are some additional tips from Bruce Clay, User Experience Expert, Sandra Niehaus and GetElastic’s Linda Bustos to help you create superb thank you pages.

Thank you… Thank you very much.

Dan Golden is the President and Chief Search Architect with Be Found Online in Chicago. You can find Dan on Google+.

6 Tips For Using Audience Targeting

Still think LinkedIn is the only social platform for targeting businesses? Think again. All those B2B customers who say they “prefer” LinkedIn are still spending a ton of time on the book of face, and thanks to some improved targeting features it is now just as viable a platform for B2B initiatives….

Amazon Marketplace vs. Amazon Product Ads Showdown

Image Credit: robstarner.com

Image Credit: robstarner.com

We can all think of lots of ways to describe Amazon. However, most of us don’t first think of Amazon as an advertising platform. Yet, Amazon sold $609 million in ads in 2012, and eMarketer predicts that it will eclipse  $835 million in advertising sales in 2013.  Those are big numbers.

Amazon has been working for years on a program to turn what it knows about its customers into a contextual advertising product to monetize the traffic from visitors not ready to buy on Amazon.com. Even with the emergence of Google Product Listing Ads, more users start their ecommerce journeys at Amazon than at Google, so incorporating Amazon into your ecommerce strategy is now essential….

Are You Ready for Conversational Search?

Search-Changes

It used to be the only time I talked to my computer was to scream expletives about how long it was taking to calculate a pivot table. That’s all about to change.

It’s time to tackle the Who, What, Where, When, Why, and How of search marketing….

To Bid or Not to Bid: Working with Trademark Keywords

With Google’s recent announcement of updates to the international trademark policy, it’s always a good time to revisit trademark keywords and what to do about them. First off let’s review the policy updates and then go through some tips on how to handle trademark infringements as a brand and, most importantly, offer some things to consider before letting loose on a campaign of conquest.

1.) Google Updates & Streamlines their Trademark Policy

To bid or not to bid. These are the answers.

To bid or not to bid. These are the answers.

Google has recently announced a slight adjustment to their trademark policy. Officially not a whole lot is changing, according to Google’s announcement “we will not prevent the use of trademarks as keywords in the affected regions [but] trademark owners will still be able to complain about the use of their trademark in ad text.” Although it’s nothing drastically different, some changes are worth noting and always worthy of a reminder.

Here’s what’s new

1.      Google finally has a uniform global policy that should help international search marketers scale and enforce brand protection.

2.     The update affects advertisers in China, Hong Kong, Macau, Taiwan, Australia, New Zealand, South Korea, and Brazil which now have policies in line with other international markets.

3.      The change will go into place on April 23rd, 2013 and trademarked terms in international campaigns previously disapproved will be pushed live.

The most “Important” distinction: Bidding on Trademarked keywords is not the same as using trademark in ad copy….

6 Tactics to Connect and Convert Your B2B Audience on LinkedIn

Attention B2B companies! LinkedIn isn’t just a tool to use when you want to switch jobs. Its time to leverage the world’s largest professional network, with more than 175 million members in over 200 countries, to improve your company’s credibility and increase customer acquisition.

But how do you reach the right people at the right time? How do you contribute to conversations to make your target audience want to connect with you? Building an exceptional LinkedIn following is not as daunting as it first seems. Try the following six tactics to promote your business by making quality connections….