HELP! My clicks don’t convert!

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Does that sound familiar?

Well this is one of the most common complaints that I have from my clients.

There is a misconception amongst many business owners and Marketing Managers that driving traffic to a website is enough to generate leads and sales.

This logic may have been valid 10 years ago, when social media was still in its infancy and the Internet was not full of review websites and other similar blogs.

As much as the Internet has made life easier for users, it has also created a lot more noise.

In the good ol days, if you required a service, you would simply pick up the Yellow Pages, call a few service providers and try to find the cheapest quote.

In the early days of the Internet, a similar process may have been prevalent in making buying decisions, with the phone call being replaced by e-mail.

So what has changed?

Well for one social media has given anyone with a broadband connection a huge megaphone!

If people are complaining about your products and services online, you can run the fanciest advertising campaign, yet you may not generate sales or leads.

Assuming that you are running a reputable operation and have no issues on social media, there may be a whole host of other reasons why your clicks are not converting.

You need to take a step back and look at the user experience you are providing.

Is the messaging on your advertising congruent with what is on your landing page?

One of the biggest mistakes I see PPC advertisers making is sending people who are looking for specific solutions to generic landing pages.

The attention span of an average visitor is less than 20 seconds! So if your landing page is not assisting them in their journey of finding the solution that they’re after, they will click off faster than you can blink.

Another area to investigate are you Call to Actions or CTA’s. Does your landing page have clear and strong CTA’s, rather than sound bites of why your company is great?

Technology is making people lazier and the smartest marketers out there are those who are making user journeys as simple as possible.

Staying with the technology dimension… when was the last time you tested the load speed of your website? Did you know that an additional 1 second wait can increase abandon rates by up to a staggering 20%!

Are you measuring or recording how your visitors are interacting with your website through some analytics software? We all hear the big buzzword of the moment – data-driven marketing – but how many of us are truly applying an evidence based approach to our digital marketing.

As you can see, there are various avenues you could investigate to determine why your clicks are not converting.

One simple tweak may be the answer to your problem – or it could be a radical transformation of your whole client acquisition process.

Whatever the issue may be, a good online sales & marketing consultant *hint hint* will be able to guide you to finding the leaks in your sales processes and to catapult your lacklustre ROIs.

If you are running a business that is generating in excess of £/$20,000 a month, I may be able to help get you on the right track 🙂

 

 

 

SEO is dead – LONG LIVE SEO!

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When I first entered the digital marketing arena almost a decade ago, SEO was the buzzword of the time.

It was a relatively simple concept to grasp and quite simple [yet labour intensive] tactic to deploy. Best of all, there was no need to invest in monthly digital advertising!

Businesses could create a website in a day and use what are known as ‘blackhat’ marketers to dominate the front page of Google’s search results to generate customers on autopilot.

The tactic these blackhat marketers used was rather simple – build as many links as you could back to the website you were trying to rank.

At the time Google’s algorithm treated these backlinks as votes and the more votes you had, the more credible you were and Google would reward you with higher rankings in its results.

I’ve known several people who have turned over millions of pounds and dollars simply playing the blackhat SEO game.

Several fraudsters selling magic potions and pills [you can imagine the sorts] had used Google’s platform to con hundreds of thousands, if not millions of people into buying unregulated crap.

Come 2011, when Google thought enough is enough, it’s time to de-list all of these low-quality websites, it introduced the Panda update.

Thousands of online businesses that had been cash cows for years, suffered a collapse in revenue, literally over-night.

The good ol’ days of gaming Google for a quick buck was over.

Google wanted to improve the user experience it was providing its search engine users, which meant that it had to fix its algorithm to display the most relevant results on its first page.

This was a time when Facebook, which was by now the largest social media website in the world, was looking into entering the search engine market.

Over the next few years, Google has tweaked its algorithm even further with the Penguin, Hummingbird and Pigeon updates.

The ‘Masters’ of SEO decried that SEO was dead! We had to either start investing in good quality content or venture into paid advertising.

Search engine spamming was surely dead, but could business owners on a tight budget, still use SEO to drive a steady stream of visitors to their websites?

The resounding answer is YES!

However, there is a caveat and that is the process is now a lot slower and SEO is a longer game.

Rarely will you find that you’ve published a new page on your website and it gets ranked into Google’s database over night.

Instead of counting how many backlinks your website has pointing to it, it is measuring the quality of the links.

It is better that you have 10 links from credible websites, than 1,000 links from one-page blogs.

So how can you win the SEO game? Simply invest your time in creating a better user experience for your target audience.

This means fixing up issues on your website, such as the loading time, navigation, page titles – the so-called ‘on page’ elements.

You also need to invest some time in creating quality content both on your website and off your website i.e. on other blogging platforms, videos, etc.

Here’s a couple of things that you should incorporate in your SEO strategy for 2017:

  • Identify websites where you can publish a guest blog
  • Create a content plan for producing more videos for
    publishing on YouTube
  • Get more social – create fan pages on all relevant sites        and link back to the mothership [your website]
  • Contribute to industry/market specific podcasts
  • Put out press releases for any major announcements

All of these tactics will help you to gain good quality backlinks to your website.

The name of the SEO game is still building backlinks, but focus on the quality over the quantity.

On that note – SEO is dead! Long Live SEO!