Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the best and most interesting articles from across the web. We’re looking at ways to improve low-conversion AdWords accounts, as well as survival tips for Google algorithm updates, and tips to turn your LinkedIn page into a sales funnel. We’re also looking at content across numerous channels, and how to create the most effective website homepage.
Your AdWords strategy should reflect the conversion volume of your account. This article lists 5 tips to help your campaigns get out of that low conversion funk. Focus your efforts on measurable and actionable metrics like brand awareness and site engagement. Track your conversions through alternative methods such as offline conversions, telephone tracking, and google analytics goals. Ditch the RLSA structure, and turn to the Campaign-level audience lists. Lastly, get creative with your testing and leverage your analytical data to drive conversions!
Google algorithm updates can take a big hit on organic traffic for your website. Monitor your website’s traffic to accurately pinpoint which update affected you the most, so you can take appropriate actions. Don’t sacrifice quality content for anything, it’s key! You need research the most relevant user queries and provide valuable content that your audience is looking for. Additionally, mobile experience and local SEO should always top of mind. Google’s making it clear that mobile optimization is a ranking factor, which means lots of companies are competing for the local pack spot. Take actions like maintaining a consistent NAP across directories and optimizing a Google My Business (GMB) listing.
Thinking sales? Think LinkedIn. Take proactive steps with your business and use this social platform to get other business minded people communicating with your company, so you can generate those sales. You have to catch the attention of your audience. Treat your headline as an elevator pitch — make it memorable, and don’t forget to elaborate on your headline in your summary. The first two lines in the summary are crucial, make it as appealing as possible to keep the reader’s attention. Once that’s done, focus on creating the rest of your sales funnel which includes an introductory section explaining what the business does, the benefits your business has to offer, and contact information. Leverage your LinkedIn account by clicking on “share profile changes” to market yourself to the platforms audience.
One word for you: evergreen. Don’t be narrow minded when it comes to your content — recreate popular topics for infographics, blog posts, research papers, and more. Also, think about how you can recreate well performing content with new information. When you’re creating your own content, keep segmentation in mind — this will help to make sure your tone matches that of your audience. Lastly, opt for content curation and user-generated content — this is an excellent way to strengthen your relationship with customers.
Your website’s homepage is the first impression a customer has of your company or brand, so why not make it the best first impression with these few tips. Make sure you have a responsive website. Secondly, you have to communicate to visitors the answers to the following: who you are, what you do, and what the visitor do on your site. Keep your targeted audience in mind in every step of the web development process. If your audience hates the colour blue, that colour should not be seen anywhere on your site. Include eye catching call to actions (CTAs) to guide visitors to go deeper into your site. Lastly but certainly not least, communicate a captivating value proposition!