Traffic generation workshop (SEO)

Learn, Identify & Exploit your

"Inbound"- Strategy

● “Inbound” = top of the funnel

● “Organic” vs paid traffic

● What works now?

● What doesn’t work anymore?

● Understand your ideal customer

● Take action consistently

Does it work?

Does it work?

Today: Interactive Workshop

BusinessBloomer.com/Slides

Yes!

Rodolfo Melogli @RMelogli

~ Author

~ Digital Marketing Coach

~ WooCommerce Expert

Lego MEng :)

Road MEng

Digital MEng

What Works Now

What Works Now vs What Used to Work

Focus on People

What Works Now vs What Used to Work

Writing for Users

What Works Now vs What Used to Work

SEO Check, Ongoing Content

What Works Now vs What Used to Work

“Like Us” > Viral

What Works Now vs What Used to Work

Push > Pull

What Works Now vs What Used to Work

Link Building > Attracting Links

What Works Now

Live & Recorded

What Works Now

Audio

What Works Now

Content Marketing

What Works Now

Social Media Groups

What Works Now

Joint Ventures

Workshop

#1

Understanding your customer’s pain points

Put yourself into your customer’s shoes. What problems do they have?

● Start-Up: cash flow?

● SME: failed at a DIY Google AdWords campaign?

● Clothes: bought cheap dress & wasted time?

● Drinks: not sure why choosing a craft beer?

● Food: restaurants < €20?

● Flowers: lasted < 24hrs?

● Home: sink drain stuck?

Group Exercise: Find your “Pain”

Put yourself into your customer’s shoes. What problems do they have? (TIPS)

● Quora search

● Twitter search

● Forums & FB, L’in groups

● Slideshare, Youtube

● Amazon book comments

● Blog comments

● Customer questions

● Google search “problem”, “help”, “DIY”, “issue”

● Website search queries [GA]

Workshop

#2

Understanding how your customer consumes

media

Put yourself into your customer’s shoes. What media do they use?

● Phone vs laptop?

● Video, audio or written?

● Images or text e.g. 10 mins (quick fix) or 1 hr (tutorial)

● FB, TW or L’in?

● Cold lead (reader) vs Hot lead (potential customer)

● Print or Online?

● Live or recorded?

Group Exercise: Find your “Media”

Workshop

#3

Understanding where your ideal customer is

There are different traffic sources. WHERE is your customer?

● Organic: content on your website (blog, video, etc.)

● Referrals: content on third party websites

● Social

● (Paid)

● Email: on yours or 3rd party newsletter

● Direct (branding): how well known is your website?

● Direct (in person): events?

There are different traffic sources. WHERE is your customer? (EXERCISE)

● Organic: content they want

● Referrals: websites that share the same target market

● Social: Groups? Hashtags?

● (Paid)

● Email: how big/relevant is your list? Can you find partners?

● Direct (in person): Events? Interviews? Networking?

Group Exercise: Where is your customer?

Workshop

#4

Assessing your past strategies

Take a look at your Analytics. What worked and what didn’t?

● Traffic Sources

● Referrals

● Social

● (Paid)

● Email

● Direct (online)

● Direct (in person)

● Goal e.g. purchase

Take a look at your Analytics. What worked and what didn’t? (EXAMPLE)

“Website Traffic Workshop Dublin”

● Guest Blog: 0 clicks, 2hrs

● Event websites: 11 clicks, 2 goals achieved

● Social: 6 FB, 9TW, 1 goal

● Organic: 8 clicks, 0 RSVPs

● Meetup.com (inc. Email to 750+): 186 clicks, 14 goals

● Chamber Appearance: 1 RSVP

Group Exercise: What would you do next time?

Workshop

#5

Identify your Inbound strategy

Now that you know who your customer is, what they like and where they hangout...

1. Set goals: how much traffic do you need to make a sale (conversion rate ~ 1%)?

2. Test: choose 2 inbound strategies e.g. 4 “how-to” blogs and 4 video “tuts”

3. Measure: have GA properly setup (next month topic!)

4. Exploit: pick the winning strategy and do more, more consistently

Why today’s event?

It took me a while to identify the “winner”. But you can in 3 months. What’s your 90-day goal?

BusinessBloomer.com/Slides

Thank you!

11 May