Convert Insights Into Actionable Intelligence.
Step 1: Determine IntentEvery visitor has an intent. Whether it is to buy, to browse, or simply to learn, users will judge a site by their expectations. If their expectation is not satisfied, users will bounce. A high bounce rate will penalize your search rank. Generally, if your bounce rate is >50%, your landing page is is not providing what your customers want.
Step 2: EngageTo reduce your bounce rate, start by conducting a keyword audit. If visitors use words relating to your company, they are aware of your brand and are in the consideration phase of your marketing funnel. For users who are considering a purchase, signup, or download, enable a conversion by facilitating a transaction. Oftentimes, websites create unnecessary friction, which leaves users to abandon the site. However, if a market segment used generic keywords, then structure your content around the most common search terms. This could be in the form of a dedicated to a product page, a blog post, or a gated white paper. The more relevant your landing page is, the higher your site will rank. Interestingly, this tactic is also used in Search Engine Marketing and closely associated with Google's search engine machine learning algorithm, RankBrain.
Step 3: Enlighten & EnticeOnce you've reduced the bounce rate, focus on increasing inbound traffic. Start by benchmarking your currents stats so you can quantify success. Here, you want to build a content calendar around your users most pressing questions, concerns, and problems. Then pair the content with a quarterly marketing campaign around channels that are most relevant to you users. This may including advertising, email marketing, SMS marketing, social media, event marketing, among others. Selecting the right marketing mix is based on attribution analytics, feedback from the team, and suggestions from your customers.
Next Steps: Always Be ClosingNow you have a specific and measurable foundation to base your decisions on. The next step is to convert. To find out how to close, connect with me.
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The challenge is finding influencers and convincing them to give a shout out. Influencers can be elusive and seemingly nocturnal. We tend be present without being noticed. There are different ways to connect. Start with your network. Ask for an introduction through LinkedIn or hustle at events (organizers typically have a list of attendees). Go in with an objective and approach as a conversation. Formal pitches or press releases can be cringeworthy if they are not personalized. Remember, we are human. Next, Reference to a past article that may be relevant. This shows that you are an active follower. Then provide insights that the audience might not know about. After all, the media is a source to educate, confirm, or demystify. Finally, be persistent. If you haven't received a response, circle back. Timing and urgency are intrinsically linked. If it is truly important and urgent, it will be covered.