Carmen Ho - Showtime Digital

Carmen Ho

Carmen Ho

Is your website getting a lot of traffic and you’re not seeing any conversions? There’s good news, there is a solution to turn your website visitors into customers.

Most businesses start at the beginning, with traffic.

Traffic is good, you want traffic and what you want more of is vehicles which take consumers to their desired destinations.

Website traffic without outcome is congestion

 

Hold up, doesn’t traffic equate to conversions? Not always, sometimes traffic can just turn into congestion. If you find you are getting visitors to your website and not acquiring them as customers, then you’re missing a piece of the puzzle.

Traffic is meaningless without customer acquisition.

Here is how you change your focus from page views to people.

 

Set company goals

Focus on two aspects of business growth which are primary to your company goals. For instance, your two main metrics might be: Geolocation and New Visitors.

 

Understand your customers

A first step is to identify who your customers are. Not sure where to begin with finding your customers?

Click here to find out how.

You can use first-party data like Google Analytics and your CRM system to find who your customers are. Describe them and categorise them into clusters to help you define your buyer personas.

You can begin creating your own buyer persona with this template.

Your analytics tools will uncover insight into -

  • What drives them through your website?
  • What types of content drives conversion?
  • What content topics do viewers like?
  • What value are your audience segments?

Other third-party data sources like keyword searches will be able to help you create content categories to drive your customers through your website.

 

Where to go from here

From your analytics tool you want to identify and eliminate the least valuable visits, or as Google Analytics calls it, your “bounce rates”.

For your business to generate valuable ROI through new customer acquisitions, the path to getting those valuable conversions is to focus on quality over quantity of content.

Quality comes out of Quantity

 

It’s easy to jump onto a treadmill and push content out without really going anywhere. Yes, you want to avoid low quality, but initially the quality comes out of your quantity and over time you finetune your approach. This will ensure you increase relevant eyeballs. You will be able to monetise on non-targeted eyeballs.

 

The new strategy

It’s important for your business to create content for your customer, not for SEO. It’s about audiences not algorithms. Once you’ve crafted your content then apply SEO practices.

Create content for your audience not an algorithm

 

Step 1. Define your strategic framework

Create topic categories to align your brand with what your customers want to read. Revisit your brand pillars and your buyer personas to make sure the content you produce is consistent and relevant.

Examples of topic categories include:

  • News – Need-to-know articles like market trends
  • Featured content – These are more in-depth articles, your thoughts and opinions, data or FAQ content
  • Contributed content – External industry sources who contribute to your posts. Here’s an example.
  • Evergreen content – Comprehensive content used to leverage channel disruption. It is content not bound by time, or trends.

Be sure your content has unique information or a point of view and provides a benefit to the reader.

Step 2. Develop the process

After establishing your framework, you want to develop your process to play the long game.

Remember it’s not about SEO or Google/Bing searches. It’s about your customers. Your customer’s and their needs.

Use your brand pillars and customer needs as a foundation, create an editorial calendar and leverage it across different channels in different formats.

For instance, if your business has developed an industry research report. You want to scale and maximise its channel distribution even with one piece of content. You can do this by reskinning an article into different content formats such as:

  • Podcasts
  • Blogs
  • Videos
  • Guides

Step 3. Understand your results

The goal is for your business to shift away from page views to new customers. To help you define what metrics you want to look at here are the 3 main KPI’s to focus on:

  1. Unique site visitors
  2. Conversions / Acquisition – look at the growth in conversions over time.
  3. Audience engagement – this can come from your paid digital ads or from external social platforms.

 

 

The snapshot

When consumers take their journey with you, they start from separate locations, they travel for very individual reasons and see the destination as unique to them.

  • Identify your target audiences
  • Mine your first-party data and analytics to identify topic groups
  • Identify the ROI-positive tactics you use which are unique to your business
  • Define the objective of the content pieces you’ve created

Drive-customers-not-traffic-snapshot

Do you want greater definition on turning congestion into outcomes? 

Contact Showtime to discuss how we can help.

 

 

If you’ve noticed a sudden spike in your website’s online search traffic from Ashburn, Virginia (Image 1), you’re not alone.

You may find, like many others, the traffic is from Amazon Web Services.

Google Analytics have yet to block Amazon’s AWS bots and it is currently inflating lots of online reports, throwing off measurements in digital marketing campaigns globally.

Should you be worried?

Yes! For two reasons:

  • There is no accuracy with your website engagement or conversions report
  • Malicious bots can comb private information stored on your gateways.

The tricky thing with bots is they can disguise themselves as harmless.

There is no once-off, fix-all solution to blocking bots from crawling your website. The best way to manage it, is to exclude them from your Google Analytics profile and monitor activity through your Google Analytics or Google Search Console.

The remedy

Two core options to minimise the impact of these bots is to update your view settings and to filter the source of these bots.

Google Analytics

Within your View Settings in Google Analytics (Admin), select the Bot Filtering field (Image 2).

Bots Filtering

Image 2

 

 

Create a new filter that removes traffic from the ISP domain network, the campaign source, and the language they use for crawling (Image 3).

Analytics Bot Filtering

Image 3

 

 

Google Search Console

Within the Search console (Image 4), the Index Coverage report will be able to review Crawl Errors and flag problems with pages (Image 5). This allows your business to identify potential bot activity for you to take the necessary actions to prevent them from exposing your website to malicious activity.

Blog3_Bots_search-console.png

Image 4

Image 5

 

If you have questions on how your business can extract information from Google Analytics, then …

Contact us to have a chat.

Businesses today are developing deeper digital relationships with their customers on Social channels using an online ecosystem. Social networks completely permeate our lives, blurring the boundaries between our personal and professional lives.

In agency land, we are constantly driving the point that brands need to speak to the customer in the right voice at the right time. Why?

Cognitive Disonnance

TNS Quantitative Data surveyed people from social and professional networks to understand the distinction between the personas present on these networks. 

Be there for their reason, not yours

As with all conversations, you need to be able to connect with your listener by first understanding where their head is at and speak in their language.

Image 1 What users want

Image 1
 

This means you need to be aware of the context of why your viewers are there in the first place and what mindset they may be in. Image 1 shows how professionals want the content that will help improve their career, make better business decisions and recommend advice.

Over social, business that express brand personality through entertainment and customer interests to yield the best business outcomes and build strong, long lasting brand loyalty to maximise B2C and B2B marketing ROI.

In each case you start a dialogue by appealing to their emotional needs to deepen relationships and strengthen the impact of your message with relevant examples, analogies and imagery. Say less with more impact.

How people use social networks

At the core of why we engage on professional and personal networks are our differing needs and interests and the emotional drivers which fuel those. Just as people separate their professional lives from their personal social networks it’s important is to understand the emotional reasons for the difference (Image 2).


Image 2 Network Use

Image 2
 

People want to be entertained on personal networks and seek advice on professional networks. In some cases, businesses need to use both to help complement the other.

Divided persona dog

For example, IT professionals, like most of us, are challenging to get on the phone. They do however, appreciate being kept up-to-date on industry issues such as Cybersecurity. While they may be reticent to take a vendor’s phone call, they are 2x more likely to use Facebook than other professionals. 

So, this might be a good place to connect and start the conversation.

Case in point, here we see a post about a puppy getting saved. Nothing to do with work, or business in general, but 3,574 people liked it and 314 people shared it.   If professionals are on LinkedIn purely to be educated, could this be the reason for less engagement between advertisers and viewers? Absolutely.

Most people are much more reserved when their audience are employers and colleagues, concerned with the repercussions of an inappropriate comment.

 

Emotional divide

Have you noticed social networks suggesting you share past memories? People are engaging on social networks driven by entertainment and the sharing of memories. It's a place to connect with shared personal values inducing emotions of nostalgia, fun, and distraction.

Image 3
 

In contrast, professional networks such as LinkedIn are motivated by a sense of purpose, achievement, aspiration, and ambition.

Purpose

The purpose for an online user on each network is different and because of this, their mindset adjusts to suit. The survey found that the greatest differentiator between mindsets is people spend time on a personal network but invest time on a professional one.

This mindset split between spending or investing time drives the consumer’s expectation and conversely, how brands should interact with them.

A previous post discussing the appropriateness of swearing on LinkedIn by self-titled Thought Leaders as entertainment value rather than an investment.

The importance of engaging in a dialogue (as opposed to a monologue) is growing greater and understanding what motivates your audience is how businesses accurately captures and engages with their buyers. Build your buyer persona today!

We so commonly hear, ‘Thought Leader’ in the business arena and yet, since 1887 the definition of the term seems to have wandered from its original meaning.

"A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded.  The Oxford English Dictionary gives as its first citation for the phrase an 1887 description of Henry Ward Beecher as "one of the great thought-leaders in America." Wikipedia

 

Steve Palmer, Showtime Digital’s Founder recently wrote an opinion (not a thought leadership) piece on the increased use of profanity on the LinkedIn professional network (read it here). If our behaviour is governed by a Code of Conduct and the association of our friends and family, shouldn’t this be consistent online?

Or are our online interactions the new norm to the exclusion of real life?

Is our online personality the foundation of acceptable behaviour?

How we speak and behave in an online conversation is no longer governed by the “right time and place”. We’re told we can cut-through the noise with thought-provoking ideas, clickbait and unpredictable online jargon. So where does it end?

Steve discusses what it means to be a Thought Leader and how lines of authenticity and personal branding become blurred from behind a screen.

What you find is that authenticity no longer comes with humility. Some might even believe that in order to be heard through the online chatter, provocative language will represent the authencity of the message.As this trend continues to become more widely accepted, how will professionals and buisness be conducted on professional networks? 

When business owners represent their companies as thought leaders and use profanity, as we’ve recently seen infiltrate LinkedIn, they can compromise their brand and credibility. While we might listen to what is said, we may not necessarily like the person who now represented it. 

Forbes recently released the

“Thought Leadership” has no qualification criteria and is so loosely defined, that anyone can claim to be one and as such no one’s credibility is bought into question.

Like crabs in a bucket, each crab is clawing to escape and crying out for attention, and in doing so, they become the noise they so desperately try to stand apart from.  

What do you think?