How to Activate Users

Now you have visitors to your product, but that’s the problem. They are just visitors. You’ve found a way to get them to come to your product, but if this is all you do then they will bounce at an incredibly high rate. Your goal is to activate them. Activation is the act of getting them to take an action in your product that you are guiding them toward. Activation is not just the act of them clicking around randomly and not bouncing. Activation is when they do something that you’ve decided beforehand that they should do, something which furthers your goals. Here are some possible activation goals:

  • Email address
  • Create an account
  • Read something
  • Comment on something
  • Share something
  • Buy something
  • Fill out something
  • Watch something
  • Interact with someone
  • Friend request someone

Some of these activation goals may seem silly, while others seem relevant, but your particular goals will depend entirely upon your product. If your product is a blog that makes money from advertising then you may want to focus on numbers 1, 3, 4, or 5. If you have an email address then you can message them in the future about new articles. If they read what is already on your site they will see the quality of your journalism and want to read more. If they comment on an article then they will be more apt to come back, especially if others respond to them. If they share your article on Twitter then it will get you more readers. All of these goals lead to eyeballs that will make you more money with advertisers. A different product will have completely different goals.

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Pull Strategies for Getting More Visitors

So, you want to get new visitors to your site?

There are three fundamental ways to get traffic. No more. No less. You can pull people in, push people in, or you can use the product to get people in. These are the 3 p’s of getting traffic. What’s the difference in these methods? I’m glad you asked.

The first way to get visitors to your site is to pull them in. This is where you give them a reason to come to you. You entice them, incentivize them, and draw them to you. This book is an example of the pull methodology. You were drawn to us. We didn’t have to go find you online, but rather, you found us.

As the name implies, this is a bit more aggressive than pulling. Instead of enticing people, you just go get them and push them onto your site. Someone may be wanting to watch a YouTube video, but not until they see your ad. They may want to do a Google search, but not until they see your paid result. You go out and find where they are online and you push them towards your product.

The third way that traffic can end up on your site is through the product itself. If you’ve ever invited your friends to a new social network, then you understand how a product can be used to get new traffic. Everyone that uses the product gets more people to use the product.

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Push Strategies for Getting More Visitors

A push strategy usually involves interrupting the content that is being consumed.

You aren’t the tweet they want to read, but instead, you’re the tweet ad that they read on their stream. You aren’t the YouTube video they want to watch, but you are the pre-roll ad that they watch to get to the content they were after in the first place.

Pull is analogous to Hansel and Gretel. The sweets lure the children into the house on their own accord. Push is analogous to the Three Little Pigs. The wolf just huffs and puffs and breaks into their homes. You can pull them into your world, or you can push yourself into their world. That’s the main difference between pull and push tactics for getting visitors.

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Get the Word Out With Public Relations

You’ve launched an amazing product or service. Now what? Now, you need to get the word out.

But you’re on a budget and can’t afford the $10K a month to hire a fancy agency and put out press releases. That’s fine. You’re better off executing you’re on strategy or hiring a really awesome consultant.

When done well, good PR can be much more effective and less expensive than advertising. For cost-conscious businesses, ROI is crucial. Every penny spent on marketing should generate revenue. PR is no different. Here are the steps you should take to form a successful strategy for your business:

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How to Tell Your Brand’s Story

Human-to-human connections are the heart and soul of business. At the end of the day, you’re dealing with people — your company is solving problems, alleviating pain points, and providing delightful customer experiences. Revenue is something that happens as a byproduct of a sound business model and a positive customer experience.

Storytelling is a powerful technique for building relationships. It’s an age-old concept that brings people together and keeps them engaged. It doesn’t matter where in the world you’re based or how much funding your startup has.

Good stories give big voices to small ventures. That’s why it’s mission-critical that companies take the time up front to fully develop their approaches to storytelling.

Storytelling and marketing go hand-in-hand. Just think about it. Whether you’re producing infographics, writing copy for a Facebook ad, or writing a free online guide (like this one), you need to capture your audience’s attention.

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