Day in and day out, you’re busting your little booty, to get revenue-generating content produced and published. As the days, weeks, and months roll by, you see the numbers tick up. You see the search ranking wins. You see how content is being used throughout the sales process to close deals.
You see that the right content can and does drive more traffic, leads, and sales for your company. That’s a great feeling, isn’t it? To know the work you’re overseeing is driving actual results for your company.
Yet you struggle to get your teams excited about your content efforts. They say see the “value” of it, in theory, but they still run from deadlines… if they’re even willing to create content for you to begin with.
Bottom line, no matter what you do, content is your #1 priority, but somehow always dead last for everyone else. What’s the real problem here? And how do you fix this?
You know what the content ROI wins are, but does the rest of your company?
Marcus Sheridan once said in a meeting that folks almost always say they “don’t have time” for something they don’t truly see the value in. Because, if something is truly valuable or beneficial (in their eyes), they will make the time for those activities.
That really stuck with me, because he’s absolutely right.
Moreover, this is particularly true when it comes to rallying your troops around the battle cry of creating content as a means to move the needle for your company. So, ask yourself this:
You know content is driving the wins your company needs… but what about everyone else? If the answer is, “Crap, no. No, they don’t,” don’t worry. You’re in the right place. This is precisely what we’re going to fix together in this very article.
You see, we’ve talked extensively in the past about how to measure the ROI of your content marketing efforts, but I want to dig a little more deeply into one specific tactic I’ve found that seems to have a more profound impact on the excitement levels around content creation:
An internal bold, in-your-face, visual, numbers-focused content wins newsletter.
Prerequisites and considerations for your company’s content wins newsletter
Before I show you what goes into such a content wins newsletter — a newsletter I publish internally for IMPACT, so I know for a fact that it works — there are a few housekeeping items we need to review first.
First, you must have the right marketing and sales technology in place that connects the dots and shows what closed deal contacts are looking at on your website. At IMPACT, we have both the HubSpot Marketing and Sales Hub products. Because our marketing automation and our CRM are under the same digital roof, every deal closed also shows all of the marketing automation data (pages viewed, forms filled, subscriptions, and so on).
🔎 Free IMPACT+ course: Fundamentals of ROI reporting in HubSpot
You need to have this kind of deep level of ROI reporting in HubSpot (or other platform). Otherwise you can’t do what I’m about to show you.
Second, you need to dedicate as much time to data analysis, Google search ranking review, and reporting as you do to the movement and publication of your content strategy. I mean, you shouldn’t just be doing this for the creation of this newsletter; you should be doing this all the time. How will you know your content is working, right?
For instance, I have a set time each week that I go cliff-diving into all of the numbers. But, since I’m a lunatic, I do some form of this task every day.
Finally, you need to determine how you will distribute your “content wins newsletter.” I know the term “newsletter” immediately makes you think of email, but not so fast! While you certainly may want to go the email route, there are other options.
For example, at IMPACT, we use Basecamp for project management, as well as team- and company-wise communications. So, for our content wins newsletter, I opted to use the message board function for two key reasons:
- I already struggle to get people to read emails to begin with. Why would I tempt fate by creating another email?
- I often run into staging, formatting, and imagery limitations with email. And I like my content wins newsletter to look fun and visual.
On top of that, as a Basecamp message board publication, I create a single spot for people to virtually celebrate, react, and post encouraging messages:
With an email, you don’t get this kind of out-in-the-open celebration and excitement on display. Yes, you might get a few replies, but it doesn’t have the same effect. Additionally, a platform like Basecamp allows me to tag folks, so people are notified their work, specifically, has been featured in the content wins newsletter.
What should a content wins newsletter include?
Before we dive in, one quick thing. I am going to show you examples of what we include in our content wins newsletter, but I will be doing so in bits and pieces. Why? Well, understandably, it contains a lot of private internal data.
Every month, the story of our content wins evolves and changes. So, I may weight certain wins more heavily than others. That being said, every month, I recommend an overview of the following.
1. An explanation of what the newsletter is
Pretty simple, right? Remind everyone first what the newsletter is all about:
Do this even if they know it’s coming. Even if they’ve seen it before, put some sort of reminder at the top of what the newsletter is all about. And, if it’s your first one (like mine above), celebrate the fact that it’s the first one and get people pumped about it! Set expectations around what it is and how often they will receive it.
2. Traffic growth or changes
If your traffic is growing, awesome! Celebrate it and then explain why. Are you experiencing organic growth? Did you have a couple of all-star email campaigns? Were there a few high-performing pieces of content that picked up the pace for you? All (or some) of the above? Share that with the team!
Keep in mind, however, that not everyone speaks your language. So, when necessary, provide context and education:
Remember, not everyone is a content marketer.
3. Short- and long-term traffic champs 🏆
I like to not only feature the most recent month ended, but also the previous three months as well. That’s because we often don’t see organic traffic growth really take root until after the first 30 days a piece is published.
“Wait, what are all those ‘non-coronavirus’ notes you have?”
Great question! In the month of April, I measured and tracked our extensive coronavirus-related insights and articles separately, since they were developed outside of our core strategy, to meet an in-the-moment need for our audience. I also didn’t want their performance to eclipse the other gains we made.
4. Featured snippet and search ranking wins
This one is pretty self-explanatory. I show-off somewhere between five and 10 featured snippet and search ranking wins:
In addition to a screenshot of the snippet or rank, I’ll tag the person and use lots of awesome, celebratory language.
5. Finally, a closed deal spotlight
Look, traffic and search ranking wins are all great and should be publicly applauded. But if your content isn’t bringing home the revenue bacon, then what exactly are you doing with your content strategy, right?
With that in mind, I like to close the newsletter with a closed deal spotlight that showcases the exact content a contact consumed before the signed a deal with IMPACT:
In it, I give credit to the sales rockstar who closed the deal, how much revenue was brought in-house from that deal, how many pages of content were consumed in total, and then the exact pieces of content they reviewed before the deal was signed.
This is probably the most effective and powerful way to showcase how your content is not only helping you bring in traffic and leads, but also actually helping your company make money.
Your genuine excitement (or lack thereof) will make your break your content wins newsletter
Before you go off on your quest to write your very first content marketing ROI newsletter, I need you to understand one thing.
I used a lot of emojis, exclamation points, nicknames, and other excitement-rooted elements in the messaging, formatting, and positioning of our content wins newsletter, and this is by design.
🔎 Free IMPACT+ course: How to build a content strategy in the digital age
If you don’t demonstrate excitement for the wins, your people will not get excited either. Moreover, if you don’t demonstrate a genuine thrill in seeing your coworkers’ hard work pay off in traffic, leads, and sales, you won’t create any warm and fuzzy feelings within them.
You don’t need to copy my voice and tone exactly, as shown above, but you need to find your own way to show sincere enthusiasm for your wins and joy in the success of others.
Your numbers alone won’t shift the culture of content within your company. How you position those wins are critical to the success of your newsletter and the overall increase in positive sentiment your coworkers feel about content.
OpsStars Virtual Event Preview: Q&A With Rachael McBrearty, Chief Customer Office At LeanData
Now in its fifth year, OpsStars has grown into a must-attend event operations and revenue-focused executives turn to for targeted education and networking./
Demand Gen Report caught up with Rachael McBrearty, one of the LeanData executives shaping the agenda for the event, to get a preview of what attendees can expect during the virtual event on October 20-21—including presentations from high-growth B2B brands Zoom and Docusign.
Demand Gen Report: RevOps was the hot topic at OpsStars last year. How does RevOps fit into LeanData’s vision today?
McBrearty: Last year at OpsStars, we were really proud to spotlight Revenue Operations as an important new operating model for growth in B2B – and the role operations will play in enabling it. Much of our agenda centered around “The Journey to RevOps” as the event’s topline theme.
Fast forward nearly one year, and we’re seeing even greater momentum behind the RevOps movement. The COVID-19 pandemic drove a greater imperative for sales and marketing leaders to improve go-to-market alignment to support growth in a challenging economy. We’ve also seen RevOps expand further into the enterprise. Management consulting firms like Boston Consulting Group have even launched cross-practice initiatives around RevOps to support some of the world’s biggest companies in moving to this model.
Working with our customers, we spotted the RevOps trend early on – even before it had a name! From this vantage point, we strongly believe RevOps will become the dominant operating model for driving predictable, efficient revenue growth in B2B.
DGR: “The Rise of Ops” – what’s the meaning behind your OpsStars 2020 theme?
McBrearty: This year we wanted to shine a spotlight on operations professionals themselves – and the increasingly strategic role they play in the revenue process.
Ops is really the backbone of go-to-market strategy and execution – and ultimately revenue growth.
Even more so in recent years, as this role supports increasingly sophisticated and complex sales and marketing strategies and programs. Yet Ops still operates largely behind the scenes.
We see this changing, however, as Ops play a more visible role and increasingly takes a seat at the table. This year’s OpsStars will recognize “the rise of ops” and their role as superheroes of the modern revenue engine.
DGR: Can you tell our audience more about the “virtual” experience planned for OpsStars attendees this year?
McBrearty: Virtual events are new for everyone this year – we’re all learning as we go! However, we put a great deal of thought into the best way to structure OpsStars in this new format.
Networking is one of the key reasons people attend OpsStars, so we wanted our attendees to come together as much as possible in a virtual setting. For example, although the event is held across two days, we’ve limited each day to four hours to make it easier for people to carve out time to attend and participate without distraction. We also have a number of workshops to bring people together, and we’ll set up a Slack channel to encourage conversations around key topics amongst attendees, presenters and sponsors.
Now in its fifth year, OpsStars has always been an event “by Ops, for Ops.” Through a virtual platform, we aim to continue our tradition of bringing together sales, marketing, customer and revenue operations leaders to share best practices, career development and networking.
DGR: Lead management seems prominent on the OpsStars 2020 agenda. Has that expanded from last year?
McBrearty: Yes, we’re so fortunate to have the ops teams from Zoom and DocuSign giving attendees a peek under the covers at how their teams successfully managed unprecedented spikes in demand nearly overnight due to the COVID-19 pandemic. Both for Zoom and DocuSign, their ability to scale lead management to keep up with this level of demand was critical to powering their rapid response to incoming requests.
Nearly all companies were impacted by COVID, however, and automated lead management is essential to helping them pivot to go-to-market in days, or even hours, as business conditions change. This level of agility has become critical for business continuity and execution in these uncertain times.
DGR: Lead-to-Account Matching & Routing recently became an “official” martech category. This is great validation for LeanData. What do you think it says about the future growth of the category.
McBrearty: Yes, this was a major milestone for our company! TOPO (now part of Gartner) released the first in-depth Market Guide for Lead-to-Account Matching and Routing in August. Up to now, this technology has been somewhat of a “best-kept secret,” with B2B adoption estimated at 48 percent. However, TOPO says it is now one of the most critical applications in the tech stacks of modern sales and marketing organizations. We were gratified to see TOPO named LeanData the dominant vendor in this space.
This is no fledging tech category – it’s been in the works for the better part of a decade. But TOPO’s report is a significant validation of what we and our customers have worked hard to create. We believe formalizing Lead-to-Account Matching and Routing as an “official” tech category, with de facto standards and best practices, will create more awareness around the technology and make it easier for more companies to adopt.
How to adapt your SEO strategy to navigate through the pandemic
- When you’re starting with your adapted SEO strategy, it’s important to acknowledge the changes in your working environment. All remote teams need to evaluate their communication needs to improve their efficiency in the ‘new normal’.
- You don’t want more unfortunate surprises during turbulent times. Meaningful reporting can connect content, SEO, marketing, and web activities to give everyone the visibility to plan for future projects.
- The idea is to reduce unnecessary meetings to empower your team to work on their own. Start by communicating your SEO strategy and what everyone will work on.
- One of the first changes should be to look at your website and your content to make it more relevant. Explain how COVID-19 is affecting your businesses and how you’re still supporting your clients.
Right after the initial shock of the pandemic, many businesses are reassessing their strategies to remain successful. Organic search can help you set up a successful SEO strategy to support your business’s recovery.
Conductor has written a post-pandemic SEO strategy playbook with practical tips to explore business opportunities through organic search.
Content created in partnership with Conductor.
The power of SEO during COVID-19
As we are all spending more time at home, Google searches are increasing. There is an estimate of 20 billion searches every day.
This is a great opportunity for businesses to capitalize search traffic to increase sales.
What’s more, SEO is a low-cost and very effective method to increase your brand awareness before you increase your ad spend.
What’s important though is to understand how COVID-19 has affected SEO and how to adjust your strategy.
Defining your remote communication style
When you’re starting with your adapted SEO strategy, it’s important to acknowledge the changes in your working environment. All remote teams need to evaluate their communication needs to improve their efficiency in the ‘new normal’.
Start with internal communications and the tools that will get your team more productive. Foster an environment of transparency and accountability and document the team’s workflows.
Improved visibility can help you prioritize the crucial tasks that you need to focus on. Moreover, the more transparent you are, the easier it becomes to collaborate with different departments towards shared objectives.
Conductor recommends the use of surveys to gather feedback about your website, your marketing campaign or even for content ideas. It’s a great way to plan for short and long-term projects while getting perspective from various teams.
All the findings can help you set up your communication style, how you’re interacting as a team and how you can be more productive.
Create meaningful reporting
You don’t want more unfortunate surprises during turbulent times. Meaningful reporting can connect content, SEO, marketing, and web activities to give everyone the visibility to plan for future projects.
It’s not enough to create reports that nobody is interested in reading. It’s time to build digestible reports that your stakeholders would appreciate.
There are many things that you can measure to support your SEO strategy. You can also work alongside different teams to discover interesting insights that can lead to multiple wins.
For example, working with the sales team can help you spot opportunities to appeal to potential customers. Search insights can help you create the right content while providing valuable data to your salespeople.
Keep in mind, your executives should include what your stakeholders want to see. It’s important to align your tactics with the key factors that will affect your business success, such as traffic, revenue, retention, etc.
Looking for creative reporting? The Conductor team is recommending the use of a five-minute video that can replace a time-consuming report.
Use it to describe your team’s performance and what you’re planning to do next.
Train your team to be self-sufficient
The best way to maintain your productivity in a remote environment is to train your team to be self-efficient. If there are many similar questions from your team, how about creating a report answering these questions?
The idea is to reduce unnecessary meetings to empower your team to work on their own. Start by communicating your SEO strategy and what everyone will work on.
Encourage your team to share their ideas and work on an action plan that will get the most of every team member.
Identify high priority changes
This is the best time to focus on what matters. Work with your team and your key stakeholders to define your priorities and how to spend more time on them.
It’s important to communicate all the changes with your customers to keep them up-to-date with what’s happening.
Start by answering the question:
What do customers want to know about my business and any recent changes related to COVID-19?
The answer can help you work on your internal and external communication to give everyone more clarity on what’s coming up.
One of the first changes should be to look at your website and your content to make it more relevant. Explain how COVID-19 is affecting your businesses and how you’re still supporting your clients.
Look at your current SEO strategy and adjust the keywords and content plan, if needed.
Review your online profiles and business listing to keep all relevant details up-to-date.
For example, ecommerce companies should update all the information around delivery details, product availability and potential offers.
If you are changing your working hours or your business focus, make sure you communicate the changes with your customers.
There’s no over-communication during a crisis.
Looking at the bigger picture
It’s not just about surviving the current situation. Your business should also look at the bigger picture of what’s coming up next.
It’s the best opportunity now for planning, reflection, and collaboration.
If you’re using Conductor, look at your workflows to understand the impact of the crisis in your visibility. Adjust your plans accordingly, if needed.
Stay on top of change with regular monitoring and use your SEO strategy to maintain long-term success for your business.
Ready to explore practical tips to improve your SEO strategy post-pandemic? Download Conductor’s SEO strategy playbook for additional ideas and templates.
The post How to adapt your SEO strategy to navigate through the pandemic appeared first on ClickZ.
Why behavior analysis is important online business
- A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.
- In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners.
- Developing analytical skills can help you better manage these obstacles.
- MD of SEO Discovery shares a guide to help you understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.
In today’s digital age, the customer journey is getting complex day by day and if you are doing online business then it’s vital to understand your customer journey. A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.
In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners. According to Statista, 88.05 percent of online shopping orders were abandoned in March 2020 worldwide, which means over 88% of people added selected products into the cart and left without buying for various reasons. This is a massive business opportunity loss for ecommerce players.
Developing analytical skills can help you better manage these obstacles. Without adequate knowledge of analytics, your marketing won’t work because you won’t know what worked and what didn’t work. All the marketing suits come with analytics tools to help perceive the behavior, engagement metrics, and demographics of the visitors coming to a website. The most common web analytics tools are Google Analytics, Adobe Analytics, Kiss Metrics, and Mixpanel. They generally come with the following features and capabilities:
- Real-time analytics
- Mobile analytics
- Attribution modeling
- Ecommerce tracking
- Funnel analysis
- Cohort analysis
- Cross-device tracking
- In-page analytics (Session recording, click tracking, heatmaps)
- Goal conversion tracking
- Event tracking
- A/B testing
Every feature has its own data sets which can be compared to help you make informed decisions. Today we are going to understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.
What is a Cohort Analysis and why is it important?
Cohort analysis is a subset of users grouped by shared characteristics. It simply allows you to compare the behavior and metrics of different cohorts over time.
Cohort Analysis Example – Finding Engagement Drop
Let’s suppose you have an online food ordering website/app and using acquisition date (when users started their first sessions) cohorts you can find out when in the customer lifecycle your users tend to drop off.
The best way for visualizing this data is to chart out the retention curve, portraying retention over time.
This retention curve clearly reflects the most important insight – around 75% of the users stop using the website after the first day. We can see a downfall in the engagement. Hence, it’s evident to improve the overall experience and abet customers through daily offers/coupons to boosting retention.
Cohort Analysis Comparison – Organic vs Direct
The below cohort analysis indicates that organic traffic has a better retention rate than direct.
Visitor behavior analysis and its importance
It’s a process of tracking user behavior on a website and there are some great tools in the market that give accurate information. Tools like Hotjar, MouseFlow, Crazy Egg record visitor sessions to see how visitors are navigating on the website. They also offer click tracking and heatmaps to analyze the most engaging and ignored (skipped) elements on a page.
If you look at the above heatmap, you would notice that no one bothered to click on “PORTFOLIO” in the top menu, which means people aren’t interested in see the portfolio. Maybe we have to replace it with something more interesting (like Case Studies, Achievements, and more) which grabs a visitor’s attention. These kinds of insights help you add/remove elements to improve page engagement.
Using filters, you can further segment your audience to dig deep and pull out actionable insights, see those filter below:
In Google Analytics, behavior flow gives you a visual presentation of how people are navigating on your website. You can apply segments to get a deeper view of their behavior and it also enables you to apply different dimensions on top of these segments to get actionable insights.
The power of these analytical tools lies in the fact that it allows you to view which customers leave and what’s making them leave your website/app – so that you can fix it. You can also hire a professional digital marketing agency that can help you find these hurdles and remove them to enhance your overall engagement.
Mandeep Singh is the MD of SEO Discovery. He’s mission is to provide affordable digital marketing services to startups and SMEs. He’s an official member of Forbes Agency Council. You can find him on LinkedIn.
The post Why behavior analysis is important online business appeared first on Search Engine Watch.
Advice needed. I’m a cheapskate and I have a compulsive tendency to NOT SPEND any money at all.
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