4 Ways to Improve the Performance of Your Website

 

 

 

 

 

 

 

Is your website underperforming and if it is, what can you do about it? To help determine the performance of your website, start by establishing the following benchmarks:

  1. What is my site’s domain authority?

Do Google and the other search engines see your site?  Are your pages properly indexed and optimized?  Domain authority helps indicate how well your site performs in a search engine. This tool provides your site with a score between 0-100.   There are several online tools that will look at your site and provide you with this score. Let us know if you need help with this, and we will happily assist you with providing your site with its domain authority.

  1. Where is the traffic to my website coming from?

Google Analytics provides you a tool that will show you where the traffic is coming from.  Generally categorized as free and paid traffic, Google separates traffic by referral (coming from other sites), direct (paid traffic), organic (free search), and social (LinkedIn, Facebook, and Twitter).

  1. What is the net traffic to my website?

Google Analytics provides the number of visitors to your site.  Calculating the number of net visitors is the number of visitors subtracted by the back rate or bounce rate.  The back rate is the number of visitors who leave immediately after they visit the site.  The bounce rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).

  1. What is my site’s conversion rate?

Conversion rate represents the percentage of visitors who complete your desired action.  That could be filling out a form, purchasing a product, or calling a telephone number.  Simply, conversion rate is the number of conversions divided by the net number of visitors to your website.

Establishing these benchmarks is important to setting goals that will help improve the performance of your website.  And, the beauty of website performance improvement is that you can increase revenue without increasing advertising spend!

Our white paper How To Improve Your Website For More Leads and Profit is full of additional ways to turn your website into a powerful lead generator. To request your free copy, click here.

Have you had success turning your underperforming website around? If so, tell us how you did it.

10 Top Digital Marketing Best Practices

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How would you like to gain access to the top 10 techniques used by leading brands to drive quality web traffic, increase website conversion, and fill your pipeline with quality prospects? I thought you would. That’s why I put together an e-book that highlights what’s new in marketing and gives tips you can put to work now to start seeing results right away.

This e-book is a beneficial, quick overview that will assist you in your efforts to master the new world of marketing and deliver results.

Click here to request your free copy of 10 DIGITAL MARKETING BEST PRACTICES.

What are you doing that’s effectively driving web traffic and creating quality leads? Share your tips with us!

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34 Things to Make Your Next E-Mail a Success

Are you doing everything you need to do to make your next e-mail campaign a success? Are your e-mails being opened, read, and responded to? I developed a highly effective checklist of 34 tips that generate leads, build your pipeline, increase quality web traffic, and accelerate deal flow. I’ve grouped the 34 tips into three segments to help you focus your efforts. You’ll find all of this in my informational booklet 34 Strategies To Make Your Next E-mail Campaign A Success. To request your free copy, click here.

7 of the Most Effective Marketing Techniques

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Content marketing is king because it’s such an effective sales and marketing tool. If you think all your content marketing strategy needs to include is a good blog schedule, you’re wrong. And, you’re missing out on some great opportunities. Here are seven effective ways to use your content to drive results.

1. Segment Your Prospects

Now it’s easier than ever to try to cherry pick your prospects using strategic demographic micro targeting. By segmenting your target market into specific groups, you are better able to deliver highly effective, targeted content and convert the kinds of leads you want.

2. Implement The Pillar-Cluster Model

I know, the name makes it sound like it’s going to be complicated, but it’s not really. The Pillar-Cluster Model is a great way to make sure your site has good SEO. Search engines may get confused by all of the individual content pieces shared on your website. This means your content is competing against each other rather than working with each other. This Hubspot graphic illustrates the problem perfectly:

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Search engines want to see overarching themes and how your individual content pieces connect with these themes:

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To implement the Pillar-Cluster Model, start by deciding what your four or five cluster topic pillars need to be. Then create a single pillar page for each that provides a high-level overview of a topic and hyperlinks to cluster pages that address the topic’s subtopics. This signals to Google that your pillar page is an authority on the topic. An added bonus? When your pillar page ranks higher, so do your cluster pages.

3. Develop A Podcast

Online audio content is gaining in popularity and is a good lead generator. If you’re going to take the time to create a podcast, make sure it’s informative and entertaining or no one will listen to it.

4. Implement Social Media PR Campaigns

If you’re still just placing your PR on news outlet publications, you’re missing a huge audience on social media. In fact, your prospects spend more time on social media now than ever before. You need to deliver content that will perform well on both social media platforms and publications. Know the audience and provide what they want.

5.  Build Your E-Mail Subscriptions

The data tells us it takes about six to eight touch points to generate a qualified lead. By getting prospects to subscribe to your e-mails, you’re building an interested audience for your content and hopefully a list of hot prospects. Make sure what you e-mail your list of subscribers is relevant and of interest so prospects will be actively engaged and keep reading each time they hear from you.

 6. Resend Popular Posts

Take a look at your blog views and see which ones are pulling the highest. Pick a few of the best performing ones and republish them with some new information added. This helps you build on your organic traffic and conversions these posts are already generating.

7. Conduct A/B Testing

The only way you’ll know which copy, ad, design, etc. works the best to generate leads is to conduct A/B testing. My blog has a few posts about A/B testing on it if you need a refresher. In general A/B testing enables you to test two variables – like two different headlines or two different calls to action – and see which one performs better.

These seven marketing techniques are sure to help you finish the last half of 2019 strong.

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Eight Ways to Optimize Your Landing Pages to Drive Long-Term Lead Generation

SocialMediaMarketingIn marketing we often fall prey to instant markers of a campaign’s success. However, studies show that when done correctly, the content we create today may still be working to generate leads for months and years to come!

Think long-term on the content you create. It shouldn’t only address your current campaign goals. It should also address a broader message that will resonate with prospects for some time to come. You want to generate organic search traffic because it’s the strongest source for leads that are about seven-times more likely to convert to a sale. When prospects find your content via a search, you have a captive audience. Follow SEO best practices, and organic searches will help you generate leads by doing very little.

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However, no message is effective unless it can be found – even long after you’ve stopped promoting it in your e-mail campaigns, on social media, and in your calls to action. Make sure you optimize your content for search engines.  Here are eight ways you can be sure you’re building landing pages that offer long-term lead generation. I don’t go into a lot of technical detail, but anyone handling your website and lead generation should be very familiar with this information.

  1. Your Page Title Should be Short and Keyword Optimized

Your page title is considered the most important element for any on-page SEO. It is where you describe your web page so search engines find it. It is displayed at the top of your browser – usually only the first 60 characters show, so keep it short.

  1. The URL You Use for Your Landing Page Matters

Next in importance is the URL you use for your landing page because it helps share even more information with search engines about your content. Most search engines only show about 65 characters in the URL portion – and some of these will be for your domain name.

  1. Your Heading Tag Should Match Your Page

It’s important to make sure search engine visitors can figure out exactly what you’re offering on your landing page very quickly, before they lose interest and bounce back. Creating a heading that closely matches your page title helps increase your ranking and number of click throughs.

  1. Your Meta Description Must be Clear and Direct

Your meta description is where you describe what is on the page. It’s where you influence prospects to click on your search result. Make it to the point, including a summary of what they’ll see. You don’t want to lose their interest. The more clicks, the higher your Google ranking, which leads to more clicks.

  1. You Need to Optimize Your Images

Search engines can’t easily scan images, but you can still use them to help your page rank for certain keywords. Often search engines take clues about what an image contains from its file name and the alt text you provide.

  1. Test Your Landing Page for Rich Snippets

Rich snippets enhance search engine result listings and give searchers more information on your content. Google offers a free testing tool that will scan your page and let you see what it could look like in search results. For more information on rich snippets, you can read this 2018 post.

  1. Create Forms With as Few Fields as Possible

Most landing pages have forms to capture prospects’ information in exchange for content, a discount, etc. Forms serve a crucial function, but prospects don’t like filling them out – especially if they are long. If they are too long, prospects will leave your page.

  1. Design Your Landing Page So Prospects Link Back to It

To get the highest search ranking, search engines check to see if Internet users are vouching for your landing page by linking back to it from a blog post, e-mail or social media.

By implementing these eight tips, you will be able to create very effective landing pages that bump your position in search engines now and well into the future. This enables you to generate leads well beyond your launch of new campaigns.

 

 

Why Customer Reviews are an Important Part of Your Marketing Strategy

 

client-reviews.pngWe can all relate to the importance customer reviews play when we are making a purchase, whether for a high-dollar item or a less expensive one. In fact, consulting customer reviews has become second nature for us, a worthwhile step in the buying journey. So, it makes sense that this practice is spilling over into our business purchases as well. About half of all B2B buyers use reviews before selecting new products or services.

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While still a somewhat new practice in the business world, if customer reviews aren’t rolling in, you can use the ones you do have to their fullest potential by including them in your marketing strategy. This will increase their visibility while helping you build a trust relationship with your customers and prospects. This graph shows you why that’s so important.

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TrustRadius conducted another poll that found 76% of respondents in an active buying cycle used customer reviews during their decision-making process.

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The influence customer reviews wield is evident. Consumers trust peer reviews to give them honest, accurate feedback on a product or service to save them from making a bad purchase. Now that we agree customer reviews are important, let’s talk about how you can incorporate them into your marketing for the greatest effect.

4 Ways to Make Customer Reviews Part of Your Marketing Strategy

1. Keep Your Reviews Honest

There really is no such thing as a bad review. So called bad reviews often times point out limitations that are an important component of the fact-finding mission and an important objection that your sales people will know they need to address. Having this information upfront decreases customer dissatisfaction. It also gives you an opportunity to respond to the unfavorable review with a workaround, update, or great customer service that everyone can view. Your customers and prospects want to see that you care. Show them that, and you win their trust, and that wins you loyal customers.

2. Recruit Brand Ambassadors

It’s likely you have many satisfied, loyal customers. However, it’s also likely that most of them haven’t written a review of your product or service. There is nothing wrong with asking a happy customer to write a review. If appropriate, you can also invite them to record a video testimonial or write a guest blog about their experience with your product or service.

3. Make Your Reviews Easy to Find

You want to make sure your customer reviews are very easy to find. You’ll want to feature customer testimonials – written or video – on your website, in e-mail campaigns, and on social media. Stack the content to get the most bang for your buck.

4. Actively Monitor Your Reviews

Depending on your business, you’ll have reviews on the media you control, but reviews of your product or service may also appear on third-party sites. Make sure you are actively monitoring where your customers are leaving reviews and what they are saying. This enables you to get a complete picture and to respond to positive and negative reviews in a timely manner. Again, it’s all about sending the message that you care about your customers’ experience with your brand.

By encouraging, acknowledging, and promoting customer feedback, you are showing your customers and your prospects that you value their opinions and you want to make their buying journey with you a satisfactory one. Customer reviews are a great way to build trust, which goes a long way toward building your business.

How the Leading E-Mail Innovations Help Marketers

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email-buttonE-mail remains a prominent player for marketers to drive both revenue and engagement. As this medium has seen significant developments and dollars invested in technology, marketers are wise to keep pace and not rely on the status quo for their e-mail marketing efforts. E-mail must play a central role in your marketing.

E-mail drives data, and we marketers know that’s key. The more we can learn about our prospects and communicate with them in meaningful and ongoing ways the better it is for not only getting a sale but also for forming a trust relationship. E-mail is about so much more than just sending a message to a prospect or an existing customer. It’s what marketers do with the data gathered and the e-mail platform capabilities that drives real results.

One of the primary obstacles of using e-mail marketing that I see is a lack of real dedication or buy-in to the e-mail initiatives. Without dedicating the proper amount of time, human and financial resources to your e-mail strategy, it’s likely not to perform well, or worse, fail completely. Just as the e-mail platforms must continue to innovate in the technology they provide, we marketers must also continue to innovate in how we use e-mail to market to our prospects and customers. We must think about what our prospects want to hear, what they need to hear, and how we need to say it.

By viewing your e-mail tactics not as single deployments but rather part of a comprehensive whole, you’re beginning to set the stage for success. How can e-mail be part of your marketing whole? Each component must compliment the other as well as feed this circular marketing message – from e-mail to website to YouTube to Twitter, etc. – the message must be consistent and well orchestrated to tell a story across platforms in a compelling and cohesive way. Push the limits of how you define e-mail and how you use it. Innovate!

To provide you with a little inspiration, here are some e-mail examples I like because of their simplicity. They each do a good job communicating a clear message, offer specific and highly visible calls to action, provide a few opportunities to click for info, and stay true to their brand image.

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