SEO.com Online Content Collective, July 21, 2014

marketing

In the SEO industry, we all are here primarily to drive traffic to our clients’ websites. Like us here at SEO.com, you may also be offering a comprehensive marketing experience, maximizing the overall benefits of SEO for your clients. However, marketing and optimization can sometimes only be half the battle when it comes to generating business for clients.

This week, we’ll address some articles we’ve come across that share some key things we can do to keep the traffic coming. These are things that anyone with their own website can do to go beyond marketing tactics and SEO strategy to help boost sales.

Knowing What Users Experience is Key

Everything a visitor sees on a website – what they read, calls to action, menus, links, etc. – they all matter to a user and all play a role in what someone will do once they get to a website.

After visiting the insightful blog over at MOZ, we learned that when hoping to improve the user experience on a client’s site, it’s better to prove the results rather than go off of gut instinct alone – especially when there are colleagues or powers-that-be who are less than convinced that a site needs improvement. The best approach is to prove that there is always room for improvement.

Kristina offers us four useful sites to help us prove that user experience could be better and what areas should be improved upon.

  1. Qualaroo allows you to place any question onto the lower right hand corner of any pages of a site and collect feedback from visitors.
  2. Mechanical Turk or Feedback Army, which according to Kristina is “a guy using Mechanical Turk for you, because mTurk’s interface is pretty clunky.” These are both survey-like tools that allow you to lead users to the page of the site you want to be reviewed, ask specific questions as you would on Qualaroo, and collect feedback.
  3. UserTesting.com is a pricey option but allows testers to be very specific demographic-wise on who is testing the site and gain valuable feedback on what the entire user experience is.
  4. Good ‘ole Google Analytics won’t provide specifics, but it can tell us a lot about behavior and patterns of site visitors to see if they’re having trouble with calls-to-action, navigation, etc.

So if you’re looking for feedback on where to improve your overall user experience, these are the places to begin. If you head over to MOZ’s blog post, you’ll also get some information on how to present and test potential solutions to site issues.

Growth Hacking Makes Money

There are always ways to improve existing marketing tactics to turn them into sales, and SEOblog.com lists 10 tactics that are part of a topic that has been around for a while called “growth hacking.” While not a new strategy, it is still proving to be effective. Growth hacking is essentially a creative combination of tactics to generate sales.

Some of my favorites are:

  1. Linking to landing pages rather than the home page to create an experience for users, leading them to pages that you feel they want to go and that provide answers to their questions or meet their needs.
  2. Retargeting – Track where your site visitors hang out, such as their favorite social platforms, and, while we won’t use the words “stalk them,” you should hang out there, too. Target them with advertising in those particular spaces.
  3. Utilize “split testing” to make small changes a page to see what helps the page perform better. Experiment and add new pages and ideas as much as possible to see what works for you.
  4. As SEO professionals, of course we appreciate a successfully optimized home page, so this is a tip we just couldn’t pass up. You’re linking visitors to landing pages, but the home page is what will really sell them.
  5. “Referral loops” can allow you to give incentives for people to share you with others. Word of mouth is one of the best ways to market.

Now there are 5 other tactics that you just might want to hear about, so head over to SEOblog.com and check them out so you can sell, sell, sell.

Use the Latest Trends to Your Advantage

It’s no secret that utilizing social media can increase both sales and traffic, but perhaps one of the top sites generating buzz right now for adding to increased sales is YouTube. Use it to your advantage.

We took a look at an article form Social Media Today to find out just what people are looking for.

  1. Informational videos on the product and how it works, or basic information about your company make great videos when it comes to potential customers. You don’t need to have anything fancy or complex.
  2. A bare channel won’t get you anywhere, so optimizing it, branding it, and creating a schedule and posting strategy is just as important on YouTube as it is on any social site.
  3. Tell people to buy your stuff with annotations. These are little bubbles that can give links or calls to action right on your video.
  4. Social Media Today suggests using sites like FameBit. This site lets you use the power of influencers and stars to help your videos go viral.

Creating simple and useful videos, posting them on YouTube, asking for what you want (people to buy), and generating a buzz will help turn your YouTube page into a major sales driver.

In summary, to increase sales, all sites should create a great user experience based on proven knowledge and feedback. Businesses should exercise established tactics to create this experience and bring people back to their site. Companies looking for sales should also use the latest trends like YouTube to bring it all home and get their brand out there in a unique way, while remembering to “ask” people to buy in that space. Using these tactics should help you and your clients generate a successful strategy to increase sales.

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