Creating Web Content for Lead Generation. Thursday September 11, 2014

Transcription

1 Creating Web Content for Lead Generation Thursday September 11, 2014

2 It Ain t About Funny Cat Videos!

3 Who We Are Ê Ê Web design, marketing, graphic design and branding Over 30 clients, including BuilderMT, Service Software, Core Associates and Missouri University of Science and Technology Ê Ê Marketing, lead-gen, public relations, video production, case study production, event support. Clients include Sales Simplicity, BuilderMT, and four Berkshire Hathaway companies, including MiTek and USP Structural connectors. All of Wagner s clients are the #1 market share leaders. Ê Learn More: Ê Learn more:

4 Overview 1 Making your website a better sales tool 2 Boosting your Search Engine Optimization 3 Using Google Analytics to improve your website

5 Your website isn t a church. No one is obligated to be there. No one is obligated to stay. No one is required to believe you. No one is required to come back. Make your website entertaining, and profitable for the user. ü Use multi-media ü Use info-graphics ü Minimum text to achieve SEO goals

6 Website Content: You ve got 3 Seconds to Engage Ê How quickly do you Click to Skip the ad? That s how long you have to engage a visitor. Ê Visitors are looking for reasons to rule you out, not rule you in. Ê Your copy writer should be a sports writer not a novelist. Ê Everyone has time for a good video. Ê Quality, specific keywords boost your SEO Ê ABC: Always be closing. Are you asking for the business? Ê Keep your website content up-to-date!

7 Clean-Up Your Website Design Ê Think Apple: Get rid of needless junk Ê If it is not serving a purpose on your site, nix it. Ê Think picture book Ê Replace words with infographics. Ê People like looking at images, not reading words. Ê Create white space Ê Add clear headings. Ê Create space between topics. Ê Reduce your copy. Ê Think form and function

8 Simplify Your Nav: 2 Clicks Max Ê Clean-up your menus Ê Do your menu titles make sense? Ê You don t have to be fancy, just get the point across. Ê Do you have too many menu items? Ê Consider consolidating some pages. Ê Add homepage quicklinks Ê Emphasize 3-4 important pages with quicklink buttons on your homepage. Ê Encourages your visitor to bypass the menu and get them to where you want them. Ê REMEMBER two clicks or less to get anywhere on your site

9 Keep it Simple, Stupid Ê Just think, every time someone can t navigate your website, you could lose a lead. Ê Get an outside opinion Ê Avoid tunnel vision - get a fresh set of eyes on your site Ê Ask outsiders to vet your website. Ê You don t have to give it all away. Ê Give an overview of information on your site. Ê Encourage contact

10 Boost your SEO ü What is Search Engine Optimization? ü Adjust your keywords to think like a customer ü Optimizing your website ü Social media for SEO

11 What is SEO? Search Engine Optimization SEO The process of affecting the visibility of the website in a search engine s organic (unpaid) search results In a nutshell showing up higher on a Google search

12 Things to Consider Ê There is no SEO magic bullet to boost your site. Ê Don t expect overnight results. Ê Increasing your search rankings can take months, even years. Ê Don t fall for the SEO scams. Ê Unless it is a trusted company, which will work to optimize your site, you should never pay to get to the top of a search. Ê Don t rely on SEO as your only online marketing strategy.

13 Keywords Ê Think like a searcher when choosing your keywords. Ê e.g. keyword: Colorado homebuilder Ê Try these keywords to reflect searcher behavior: Ê CO homebuilder, Colo homebuilder, CO home builder, etc. Ê See what your competitors are doing. Ê All source code is publically available.

14 Optimizing Your Website Ê Add a meta description to each page you want to optimize. Ê 156 characters max Ê Accurately and concisely describe the page s content

15 Optimizing Your Website (cont d.) Ê Meta tag keywords Ê Not as important as people think Ê Old practice: adding tons of meta tag keywords Ê New practice: picking a Focus Keyword and incorporating it into your meta tag description, website copy, headings and website URL

16 Focus Keyword

17 But Most Importantly Ê Don t get keyword crazy! Ê Over-saturation of keywords is boring and obvious. Ê Focus on creating valuable, informative and entertaining content for the user. Ê The more people engage with your site, the better your site will rank.

18 Use Google Analytics to Improve Your Site ü How to install Google Analytics on your website ü How to read a Google Analytics report ü What can you learn from your Google Analytics report? ü Is Google AdWords right for you?

19 Installing the Tracking Code Ê Once you have created an account go to: Ê Admin > Property > Tracking Info Ê Copy the tracking code and paste it into every page on your website you want to track. Ê Information should start populating within 24 hours.

20 Analyzing your Metrics Ê Audience Overview Screen Ê Gives overview on visits, unique visits, pageviews, duration, bounce rate

21 Analyzing Your Metrics Ê Pages View Ê Behavior > Site Content > All Pages Ê See what pages are getting the most views Ê Also gives metrics on duration, bounce rate, exit percentage

22 Google Analytics Glossary Ê Tip: If you don t know what a term on Google Analytics means, hover on the word, and it will give you the definition. Ê Unique Visitors: the number of unduplicated visitors to your site Ê Pageviews: the total number of pages viewed Ê Bounce rate: percentage of single page visits, i.e. visits in which the visitor exited your site from the entrance page without interacting with the page Ê % Exit: percentage of site exits that occurred from a single page

23 Why Analyze Your Metrics? Ê See what pages are getting the most traffic Ê Shows you what is of most interest to your visitors and what you need to bolster Ê Shows organic keywords visitors used to get to your site Ê Shows when people are interacting with your site the most A couple quick tips: Ê If you have a high bounce rate, try boosting your home page with stronger call-to-actions or quicklinks to encourage them to interact with your site. Ê If you want more site traffic, consider starting a marketing or social media campaign.

24 Google AdWords Ê Paid keywords, not to be confused with organic (unpaid) keywords from your SEO Ê If you have the budget, AdWords can be a great way to gain more website traffic.

25 How AdWords Work Ê AdWords charges you on a cost-per-click based keyword auction. Ê Bid a maximum amount you are willing to pay for each click on your ad. Ê The higher the bid, the higher up on the page your ad will appear. Ê Set a daily budget - once the clicks reach your budget, your ad stops running Ê Example: Ê Daily Budget: $10 Ê Max cost-per-click bid: $0.50 Ê Avg. cost-per-click: $0.40 Ê Approx. number of clicks per day: 25

26 AdWords Recommendations Ê Try running an AdWords campaign for a month to get a feel for how it works for your company. Ê Target your keywords Ê Don t be too general Ê Target specific locations Ê Try out multiple ads see what people click on the most Ê Hire a student The Google Online Marketing Challenge Ê Gives students $250 to run an online advertising campaign for a three-week period

27 Additional Resources Google SEO Starter Guide: untrusted_dlcp/ docs/search-engine-optimization-starter-guide.pdf Google Analytics Google AdWords Top B2B Content Marketing Trends in content-marketing-trends-in-2013 Wordpress Web editor SquareSpace Web editor

28 Contact If you have any further questions, please feel free to contact: Elyse Gebes (303) John Wagner (919)