34
Learn, Identify & Exploit your "Inbound"- Strategy

Traffic generation workshop (SEO)

Embed Size (px)

Citation preview

Page 1: Traffic generation workshop (SEO)

Learn, Identify & Exploit your

"Inbound"- Strategy

Page 2: Traffic generation workshop (SEO)

● “Inbound” = top of the funnel

● “Organic” vs paid traffic

● What works now?

● What doesn’t work anymore?

● Understand your ideal customer

● Take action consistently

Page 3: Traffic generation workshop (SEO)

Does it work?

Page 4: Traffic generation workshop (SEO)

Does it work?

Page 5: Traffic generation workshop (SEO)

Today: Interactive Workshop

Page 6: Traffic generation workshop (SEO)

BusinessBloomer.com/Slides

Yes!

Page 7: Traffic generation workshop (SEO)

Rodolfo Melogli @RMelogli

~ Author

~ Digital Marketing Coach

~ WooCommerce Expert

Lego MEng :)

Road MEng

Digital MEng

Page 8: Traffic generation workshop (SEO)

What Works Now

Page 9: Traffic generation workshop (SEO)

What Works Now vs What Used to Work

Focus on People

Page 10: Traffic generation workshop (SEO)

What Works Now vs What Used to Work

Writing for Users

Page 11: Traffic generation workshop (SEO)

What Works Now vs What Used to Work

SEO Check, Ongoing Content

Page 12: Traffic generation workshop (SEO)

What Works Now vs What Used to Work

“Like Us” > Viral

Page 13: Traffic generation workshop (SEO)

What Works Now vs What Used to Work

Push > Pull

Page 14: Traffic generation workshop (SEO)

What Works Now vs What Used to Work

Link Building > Attracting Links

Page 15: Traffic generation workshop (SEO)

What Works Now

Live & Recorded

Page 16: Traffic generation workshop (SEO)

What Works Now

Audio

Page 17: Traffic generation workshop (SEO)

What Works Now

Content Marketing

Page 18: Traffic generation workshop (SEO)

What Works Now

Social Media Groups

Page 19: Traffic generation workshop (SEO)

What Works Now

Joint Ventures

Page 20: Traffic generation workshop (SEO)

Workshop

#1

Understanding your customer’s pain points

Page 21: Traffic generation workshop (SEO)

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”

Page 22: Traffic generation workshop (SEO)

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]

Page 23: Traffic generation workshop (SEO)

Workshop

#2

Understanding how your customer consumes

media

Page 24: Traffic generation workshop (SEO)

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”

Page 25: Traffic generation workshop (SEO)

Workshop

#3

Understanding where your ideal customer is

Page 26: Traffic generation workshop (SEO)

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?

Page 27: Traffic generation workshop (SEO)

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?

Page 28: Traffic generation workshop (SEO)

Workshop

#4

Assessing your past strategies

Page 29: Traffic generation workshop (SEO)

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

Page 30: Traffic generation workshop (SEO)

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?

Page 31: Traffic generation workshop (SEO)

Workshop

#5

Identify your Inbound strategy

Page 32: Traffic generation workshop (SEO)

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

Page 33: Traffic generation workshop (SEO)

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?

Page 34: Traffic generation workshop (SEO)

BusinessBloomer.com/Slides

Thank you!

11 May