before the funnel: conversion optimization tips to drive targeted traffic
TRANSCRIPT
@StoneyDStoney G deGeyter
@polepositionmkg
BEFORE THE SALES FUNNEL: CONVERSION OPTIMIZATION
TIPS TO DRIVE TARGETED
TRAFFIC TO YOUR SITE
Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
• @StoneyDlinkedin.com/in/stoneygd
Web PresenceOptimization
PolePositionMarketing.com
Stoney deGeyter
THIS IS
MEW
eb
Marke
ting
Ch
ecklist.co
m
Informational Interest
Brand Engagement
Online Searches
Conversions are all about targeted traffic
is easy…takes work.TrafficTargeted@StoneyD
Converting visitors starts yesterday
@StoneyD
… before the visitor even lands on your site
Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
Choose Converting Keywords
TargetedUntargeted
Two kinds of keywords
@StoneyD
Brings in
VisitorsBrings in
Visitors
TargetedUntargeted
Different keywords represent different intents
@StoneyD
“cordless telephone”
headset?
cordless “telephone
headset”
One keyword for different interests
@StoneyD
MOTORCYCLE
What comes to mind:
HOG
Keywords dictate the visitor
@StoneyD
Keywords dictate the visitor
DIRT BIKE
Keywords dictate the visitor
CRUISER
Keywords dictate the visitor
CROTCH
ROCKET
Traffic vs. conversion keywords
@StoneyD
x.1% = 1000
conversions
x2.5% = 11,000
conversions
HARD!!!!!
EASIER
+10,000
Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
Entice the Click
Don’t compete for rankings
@StoneyD
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Don’t compete for rankings
@StoneyD
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2
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Don’t compete for rankings
@StoneyD
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2
3
Don’t compete for rankings
@StoneyD
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2
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THIS IS NOT YOUR
COMPETITION
Compete for clicks instead
@StoneyD
Compete for clicks instead
@StoneyD
Compete for clicks instead
@StoneyD
Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
Four (not so ordinary) Conversion Tools
Title tags (clickable text) get attention
@StoneyD
URLs (destination page) provide confirmation
@StoneyD
Images (where applicable) create interest
@StoneyD
Descriptions (surrounding text) generate action
@StoneyD
Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
He Who Has the Most TRUST Wins
Everyone wants exposure
@StoneyD
TRUST
BUILDS
EXPOSURE
How to build trust before the click
@StoneyD
•Quality products & services
•Stellar customer serviceWord of Mouth
•Listen to your audience
•Provide value helpSocial
Engagement
• Produce tips and tutorials
• Demonstrate knowledge/skillQuality Content
Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
PolePositionMarketing.com
Thank
You!