Content Traffic Conversion
Harvesting Blogging and Social Media Marketing Dividends
Unprecedented Drop
Residential fixed investment fell from 5.2% average share of GDP during 20 years prior to Great Recession to 2.8% between 2008 and 2012
Rising Tide
Grabbing More Than Your Static Share
Focusing on market share decreases dependency upon macro environmental variables, like economy, and drives more exceptional results
Instinctively, Connection Marketing on SMBs Minds
Knowledge and Experience Gap
Interruption Marketing is Over
Mass Media Built For Low-Choice, Interruptive Mass Marketing
Buyer Beware : Seller Beware
Shoppers Increasingly Trust Online Opinions
Consumers Are Comfortable: Are you?
4 “web fitness” questions
1. Does your blog/website traffic increase month over month?
2. Do you generate a larger number of leads via your blog/website month over month?
3. Do you convert a larger number of customers from your blog/website leads month over month?
4. Do you analyze your results each month so you can continuously improve results?
3-part Web Marketing Mantra
1. Potential customers find your site for the right reasons and then exactly what they are looking for inside it
2. Visitors can easily share, curate, or link back to your content
3. When prospects find your site, you convert a reasonable percentage
SMB Internet Marketing Priorities & Challenges
• Web Discovery1. Proprietary Traffic2. Social Media
• Traffic Management1. Visitor Conversion2. Analysis & Optimization
• Barriers1. Time2. Expertise3. Budget
PredictableDiscovery
ConvertibleTraffic
Optimization
Getting Found is the “Head Pin” of Web Marketing!
There are lots of ways to drive traffic to your site
Content Lives At The Center
Of Connection, Traffic & Lead Conversion
1974Robert HunterScarlet Begonias, Lyricist
Dispelling Web Marketing Myth #1
“More Traffic Is Better”
• Let’s take two fictitious examples
– NiftyAtlantaLandscape.com• 1000 search visits/day
– AtlantaLandscapeSpam.com• 10,000 search visits/day
Web Marketing Myth #1:Interactions Spell Success
• Let’s say NiftyAtlantaLandscape.com is user focused– 35% meaningful interactions (conversions)/day
• And AtlantaLandscapeSpam is traffic focused– 2% meaningful interactions (conversions)/day
• Then NiftyAtlantaLandscape is more successful– More users (350 vs. 200) engaged each day– More likely to have repeat users and grow search traffic
• AtlantaLandscapeSpam is:– tarnishing their brand – creating hazard of losing their search traffic
Grasping Long Tail: “Becoming Most Important Web Page”
Source: Doug Cook Search Director Twitter, Yahoo, Able Grape
Specificity of Long Tail
Source: Doug Cook Search Director Twitter, Yahoo, Able Grape
Landscape design pastures trees m
aintenance topiaries
Landscape design Atlanta
pastures trees maintenance
Landscape design Atlanta
pastures and trees
Landscape design Atlanta
pastures
Landscape design Atlanta
Landscape design
Two Ways Consumers Discover You Through Search: General and Specific
Direct Long TailSearch Discovery
Your Business
Consumer
HO
UZ
Z
Dominant Content Provider
World’s best web page for landscapedesign content
Blogs Are Not Optional In Web Marketing
Website that allows you to:• Add content easily/
often
• Neatly organizes content for search engines
• Can be your main website
• Most commonly an extension of your main website
• When properly integrated, lends SEO values to MAIN WEBSITE
Blogging Is Content Marketing
A. Content that lives on the blog:• Video, Stories, Photos
• Stuff that you talk with prospects and customers about
• Content = keyword authority
• Create high conversion thru long tail search
Example Post 1
Consumers Find Your Content
Example Post 2
Let Searchers Find You!
Example Post 3
Page 1 - Long Tail Search Results…
WITH MORE PROSPECT TRAFFIC, IT’S TIME TO THINK ABOUT ANALYTICS AND CONVERSION•Landing Pages
•Conversion rates•Exits
Conversion Rates & Analytics
• Conversion rate is the % of site visitors who take a desired action
– sale of product – requests for meeting– membership registrations– newsletter subscriptions– brochure downloads– webinar attendance– project gallery views– client testimonial page visits
• Or just about any activity beyond simple page browsing
• Using Analytics to know your web conversion rates can inform your internet marketing ROI
Great News For Bloggers: Keyword & Page Alignment Drives Top Conversion Rates
Bounce & Exits
Minimize Bounce Before Conversion
Optimizing Visitor Paths
• First define conversions • Create low to high commitment conversions• Check analytics for paths to points of conversion• Know your top landing and exit pages and why they rank
that way• Optimize these traffic points?
1. Direct to low commitment conversion opps2. Align landing page content with arrival keywords3. Entice more page views leading to conversion
Conversion Pages Should be Your Top Exit Pages
Social media is a way to show Google people are interacting with your
content…OUTSIDE OF YOUR WEBSITE
Intersection of Page Rank, Search And Referral Traffic
Schematic: Integrated Content & Social Marketing
How Does Google Know?
SEO RANKINGFACTORS
Social Content Marketing Applies to Any Subject: Fine Wine
http://wine-zag.com
Content Marketed Across Social Platforms
WineZag’s Target ConversionsSubhead
Simple To Do Checklist• Determine what “conversion” means for your website: Pick
3 ranges of commitment• Familiarize with your website’s linking and social sharing
opportunities• Determine how often you update your content. Start
thinking about a blog• Install/log-on/familiarize with your Google Analytics account
• Check:
– Traffic: last month and year– Exit pages– Sources– Keywords– Landing pages
it takes a system
Intake Process
Content & Platforms
Feeds, auto-posts, trending topics, keyword alerts
Sale > smb enters
environment
News, photosevents.
Prdcts, sales, links
comments, sharing
Content sources
Fan Activationcampaigns
Measurement &reporting
TrainingMydigitalsherpa.com
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@adamjapko
Adam Japko
Adam Japko