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Blog - Showtime Digital

Why your content turns off B2B buyers
Online Psychology
Why your content turns off B2B buyers
A recent study of B2B buyers asked 204 marketing people what turns them off about the content they see. These are the six major reasons why B2B buyers are turned off by what they see when they view your content. The reason this subject is so very important is because 50% of B2B buyers don’t do anything.   1 - Your B2B content is too fluffy and full of jargon – 51% Have you ever read an article and knew it wasn’t written by someone from the company? This is where an individual has been engaged to ‘CREATE MORE CONTENT’ by writing articles on a per word basis. While you may want to get to the point your copywriter wants to waffle on. ‘Don’t rabbit on Darl’. – Sal Kerrigan (The Castle) In most cases long form copy works well if it has substance and is of value to the…
19 June 2019
Fake reviews and fake news – The currency of trust
Consumer Behaviour
Fake reviews and fake news – The currency of trust
In two previous articles we discussed the 14 ways you can build trust on a landing page or a website page. As a part of the 14 trust centres, two were focused on consumer reviews and client testimonials. While we found some good examples of consumer reviews and testimonials, we also saw some plainly poor and even outright misleading ones.  The regulators can heavily fine you for posting fake reviews and writing misleading testimonials. What raised an eyebrow for us was a recent ruling against a weight-loss company, who commissioned a marketing company to write fake reviews on Amazon. In Q2 2019 they were fined $12.8M (US) for doing so. As well as the bad press, the loss of trade, the investigations by regulators plus the substantial fines incurred you would think it’s not worth the hassle. Here is Australia, the ACCC now has 500 odd staff and with this…
12 June 2019
How to build TRUST on your landing page (Part 2)
Landing Page Optimisation
How to build TRUST on your landing page (Part 2)
In Part 1 of how to build trust on your landing page we discussed 7 ways you can build trust. You can view Part 1 here. In Part 2 of how to build trust on your landing page (or any page for that matter) we’ll look at a variety of ways to give consumer’s confidence when they are on your page. In no particular order we’ll discuss the other 7 key points to building trust on your landing page. First up…the sexy stuff. Use SSL certificates SSL stands for Secure Sockets Layer. It keeps any information sent between the viewer and the website owner secure and prevents criminals from reading and modifying any information which has been transferred. If you have a contact form where people leave their contact details, you’ll need an SSL certificate. To help you identify what an SSL certificate looks like, in the following two images…
28 May 2019
Ta-da, here’s how to build TRUST on your landing page (Part1)
Landing Page Optimisation
Ta-da, here’s how to build TRUST on your landing page (Part1)
We recently created the ultimate landing page checklist and spoke briefly about the various components of a landing page which are important for its success. Now we’re going to breakdown some of those components even further. The first subject we’re going to delve into is trust, and how to build it in the mind of the consumer when they’re on your landing page, microsite or even on your webpage. The first point is never use the word trust. Not under any circumstances. What does your brain tell you when someone says, ‘trust me’? You know they can’t be trusted, right?   In the mind of the consumer you are not a trusted source. You have an agenda, you’re biased, and you’re trying to sell them stuff they don’t want. Once you accept this, we can move on to how you should be implying trust. Building trust is based more on…
20 May 2019
How to write ‘We signed someone (who doesn’t want to be named)’ articles
Online Psychology
How to write ‘We signed someone (who doesn’t want to be named)’ articles
Imagine you’re at a business function and you see a potential client everyone in your industry is currently chasing. Landing this client would propel you to the next stage in your business. You would be a major player in your industry and win business simply by association. What you do next is critical. You know that now is the opportunity, so in your wisdom you call over your new recruit, a clerk in despatch, fresh out of school. You say to the clerk, ‘that’s the biggest client in the room and I want you to go over there and sell them on how awesome we are’. The clerk looks very nervous, retorting, ‘but I just started on Tuesday’! ‘I don’t know anything about our company, and I know nothing about what this person needs from us’. Your reply is, ‘that’s ok, just say the first thing that comes out of…
20 May 2019
Don’t die wondering why B2B buyers don’t contact you
Consumer Behaviour
Don’t die wondering why B2B buyers don’t contact you
There have been two recent surveys which address details of the preferences of the B2B buyer and we’ll bring them together in this article. It won’t be pretty and in fact it may be downright discouraging, however I promise you by the end you’ll know - How B2B buyers consume content and where? Why half of B2B buyers simply do nothing? Our B2B buyers article on how to start conversations with B2B buyers discusses the latter point. It won’t be a surprise to you in 2019 less and less B2B buyers are willing to take phone calls from salespeople and more and more of people tell you they’re busy, busy, busy. If they don’t pick up the phone what do you have to do to make them aware of you so you can be a consideration in their buying process? One of the most effective ways is to place content…
17 May 2019