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Tag Archive for ‘process’ rss

Generating Leads in a Web 2.0 World

Marketing is going through a revolution online, thanks to the continual adoption of the Web 2.0 concepts originally defined by Tim O’Reilly and Dale Dougherty.

If you want to see some excellent graphics and analysis explaining Web 2.0, subscribe to Ross Dawson’s blog, Trends in the Living Networks.

A New Conversation

Social networking has removed many of the obstacles that got in the way of better understanding prospects and customers, and serving them.

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The Social Media Puzzle

The other day I had a conversation with some nice people from the market research company Coleman Parkes Research. They wanted to tell me about a study they have recently concluded about social networking. I have to say it was pretty interesting stuff. I will leave it to you to search for them and to download their full report. What was interesting to me is the evidence they turn up about adoption and how the adoption of social media to date by companies follows an early adopter pattern.

The other day I had a conversation with some nice people from the market research company Coleman Parkes Research. They wanted to tell me about a study they have recently concluded about social networking. I have to say it was pretty interesting stuff.

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How Persuasive is Your Marketing?

We know that SEO can deliver traffic, but we know from experience that traffic alone is not enough.

Skeptical consumers require more from your websites’ proposition to relinquish their reservations. This requires persuasion and persuasion marketing.

SEO, relevant and persuasive copy as well as usability all need to work harmoniously in order to shatter prior expectations about what users need from a website in order to take action. One aspect presented without the proper balance of the other can leave the visitor on the fence when it comes to making a decision to purchase.

Transforming a prospect into a customer involves multiple emotional and intellectual layers to facilitate trust. Often, the resolve of the prospect is weathered by a natural layer of mental and emotional buffers to offset the sales process. Just consider it natural reaction to being bombarded from disruptions from advertisements attempting to breach their awareness from every angle.

If you realize it or not, your pages are waging an argument of relevance, persuasion and validity. If you win, conversion occurs, if you lose, then your just another stepping stone for your competition who has structured a better offer, argument or call to action.

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Headsmacking Tip #6 – Test with Paid Search Before You Target with SEO

Posted by randfish

This may seem like old hat to many SEOs, but it’s a tip that never fails to get an "oh yeah!" during client meetings. The concept is simple – in any given search engine optmization campaign, you are naturally going to form a list of high-traffic, (perceived) high value keywords that are an idealistic goal for your site to dominate. For a site like SEOmoz, those might be the highly competitive terms like "SEO" or "Search Engine Optimization," while in a field like BuddyTV‘s it might be "tv shows" or "tv news."

The problem is that while these keyword searches seem like no-brainers, ranking for them can take a remarkable amount of effort on both the content and link building side. To warrant that investment, you need to know, from a business perspective, that financial returns will accompany the rankings. One great way to do this is to use paid search to investigate the likely ROI of visits from those keywords. Buy the keyword traffic for a few weeks or a month and measure visitors via a segmented tracking campaign (check out this post on action tracking to learn more). If the visits that arrive via those searches convert well and produce value, you know that a serious investment is warranted. If, however, they turn out to be tire-kickers and have a low propensity to produce returns, you can re-focus on higher ROI targets.

There’s just a few valuable tips to bear in mind when you’re pursuing this process:

  • Paid search traffic can behave differently than organic traffic, so don’t take the figures at 100% accuracy. Build in some room for error, and you’ll create far better expectations.
  • When crafting your PPC campaign for test purposes, make sure to narrow to exact match so you don’t accidentally measure traffic that’s coming in for longer tail or modified versions of the search query. It’s great to do this and measure response in a PPC campaign, but with SEO, you won’t be able to naturally rank for those same variants unless you identify and target them individually.
  • Make sure to narrow to a geographic area, especially if your keywords contain any potential local intent or local modifiers. Otherwise, you can seriously over/under-estimate.
  • Keep seasonal variation/flux in mind. Use Microsoft’s Keyword Forecast or Google Insights for Search to help out. Volume fluctuations usually indicate shifting intent as well, so purchasing keywords in a down period can hamper the accuracy of your forecasts.

That’s it for this week’s headsmacker. I’ve got a very personal post I worked on during my plane flight back from LA this weekend coming soon (hopefully tomorrow), and we’re also launching our new blog etiquette guidelines and some explanations this week, so stay tuned!

BTW – If you somehow missed it, go back and check out Danny’s brilliant post from last week on analyzing the Top 100 Blogs. It flew under the radar a bit, but is worth a thorough examination.

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