Archive for November, 2011
Podcast Number 69 – November 2011
In this podcast Glenn and Tom talk about content for the Web and how often should content be added to blogs and Websites. When is it too much for the user and when is more content needed to drive conversions and traffic.
How often should content be added to a Website or blog?
- It depends on the goals of the site and why is content being added to the site?
- There are pros and cons to the volume and timing of content.
- Content can be added to drive traffic or conversions
How can new content drive more traffic?
- Google is now rewarding new content and punishing stale Websites.
- Find a happy medium from daily posts to monthly updates.
- Think like your target market.
- Seth Godin blog’s too much.
- Steve Marten and Stephen Colbert Twitter too much.
What about back-dated content?
- This is OK to help spread out the dates of your posts.
- Does not work as well if you write many articles or posts.
How does new content drive conversion?
- New content creates new search engine landing pages.
- Fresh content shows the site is relevant.
- Content-rich sites compete better.
- Google loves new content.
Who should write the content and how do we come up with ideas?
- Find a writer or do it yourself?
- Content writers for the Web are available for higher.
- Use topics that happen in your everyday work life.
Here are the action items from the Podcast:
- Schedule and write new content based on your site goals.
- Keep notes of interesting stories and events that happen during the work day or week and turn them into blog posts.
- Review www.CastingWords.com
- Content comes in many varieties including videos, audios, photos with captions and more. Use a variety of content sources.
- Track the results in Google and in your stats.
- Go back and listen to our podcasts on content for the Web for more information.
November 28th, 2011
Podcast Number 70 – November 2011
In this podcast Glenn and Tom review strategies and recommendations on meeting the needs of Website visitors who may not understand your Website or come from various market segments. Can a Website be everything for everyone? Or should it focus strictly on its target market?
Should Websites be expected to meet the needs or even be understood of all Web visitors?
- Remember the Seinfeld Soup Nazi?
- You don’t want your Website to follow that role.
- Look at the upside risk versus the downside risk.
- As a rule of thumb, keep the site understood by as many visitors as possible.
- Follow the 10-out-of-10 rule.
- Don’t assume any Website visitors “get it” just because you do!
- What if Bill Gates visits your home page?
How does a Website go about communicating with a broad ranges of users?
- Keep it simple and use direct, easily understood concrete terms.
- Landing pages should be easily understood.
- More detailed and market specific content should be in place on interior pages.
- Keep in mind the reading level of your visitors.
Is there a risk that the actual target market may be alienated?
- If you upset a segment with content, then buy a separate domain name because you will need multiple Websites.
- Research and talk to your target market and referral sources.
Where should Websites find a middle ground in these area?
- The best and most popular Websites have wide segments.
- The best Websites communicate broadly, even in niche areas.
Here are the action items from the Podcast:
- Analyze your market segments and understand each’s hot buttons and triggers.
- Understand and know how referral sources work on the Web.
- Use this to develop a messaging strategy and Website segmentation approach.
- Track your data and do user testing on broad segments and niches.
- We all tend to be focused too much on how we perceive the world, the Web forces to get out of this bubble or vacuum and better communicate to new and current target markets and referral sources.
Websites Discussed in the Podcast:
November 28th, 2011
Podcast Number 66 – July 2011
In this podcast Glenn and Tom discuss the importance of developing and implementing a strategy around lead generation and the specific paths users take before they contact your company via the Web. Website marketers must understand how users prefer to convert and the sales funnel they follow on a Website. This drivers a higher percentage of lead conversions.
What is the “lead conversion funnel?”
- The path users take on your site before they make contact.
- Specific content, photos and Web pages that generally lead to conversions.
- Website visitors can take multiple paths and those paths can be segmented.
- They can also come to your site from other Websites.
What are a few examples of how this funnel works?
- Real Estate Websites start with a home search.
- Product Websites that start with shop and compare.
- The Netflix “How it Works” page.
- Special offers and free samples can be part of the funnel.
- A Facebook referral or special offer.
How should Website owners and marketers go about setting up a funnel on their Website?
- The Website should be designed and developed around the content that will drive conversions and make up the conversion funnel.
- It starts from a strategic standpoint and the content follows.
- The navigation menu supports this path.
- Specific pages can be funnel pages.
- The contact us page is a conversion.
- Website clutter is a barrier to the conversion funnel.
Here are the action items from the Podcast:
- Write a Web marketing strategy for lead generation based on content strategies and specific page views.
- Set-up Google Analytics, along with goal tracking.
- Watch your Webs stats on a regular basis.
- Have an excellent Contact Us page (see our previous podcast).
- Develop and improve the writing skills on your team.
- Write conversion-based content, including photos, images and graphics.
- Include a blog and regular content updates.
- Understand how users convert on your Website.
November 6th, 2011
Podcast Number 65 – July 2011
In this podcast Glenn and Tom discuss strategies for dealing with shipping in online sales and eCommerce Websites. Shipping is one of the most important considerations in the user’s interaction with an eCommerce Website. There are many variables needed to evaluate before developing a shipping strategy that meets user needs and maximizes sales and conversions.
Why is shipping so important to Website conversions?
- It is one of the most important considerations in the pricing equation.
- Many strategies need to be considered beyond price.
- Delivery time is a big factor.
- Product condition during transport.
- Product receipt and the user’s location.
- Delivery method and user’s impression of their service.
- Return and customer service.
- International issues.
What do users look for in online shipping costs and processes?
- Users want it free and delivered right now.
- Users are very smart and sensitive to shipping polices and pricing.
- An explanation of shipping policies that is in their favor is needed.
- Turn shipping into a win-win and an advantage for the Website.
- Offer return shipping if it fits in your pricing model.
- See the Zappos and Amazon Websites for examples.
What are considerations from the Website marketer and business manager?
- Don’t take shipping lightly or just pass through your costs with a mark-up.
- Shipping should not be a way to improve margins.
- Think of shipping strategical and develop a plan.
- Understand the numbers and the supply/demand issues around pricing.
- Be aware of how online sales tax impacts users and shipping costs.
Here are the action items from the Podcast:
- Understand the financials and pricing issues around selling your products with shipping included.
- Use this financial information to drive shipping and pricing strategies.
- Write up your online shipping policies and explain how you do it.
- Talk to your target market about shipping through informal surveys.
- Research your direct and indirect competitors.
- Map out the shipping process before the site is built.
- Work with your shipping partner to figure out these issues, they also want you to sell and ship your products.
November 5th, 2011
