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