I was reviewing next steps with a client around their digital marketing plans – specifically content marketing and SEO. I was telling the client that we needed to beef up content that would help drive organic search traffic.
A salesperson in the room responded that the conversion from SEO traffic was very low and would drag down overall conversion rates, and even if we did convert them, there weren’t good customers.
Here was my response:
1. Organic search traffic is a relatively cheap source of prospect leads. The majority of the leads today come from networking and referrals. So the volume is low and conversions high as those are high touch sales channels. SEO on the other hand is high volume and low touch, which is a completely different way of thinking.
If the high touch sales funnel today takes in 10 leads and converts 1, that’s a 10% conversion rate. And that customer generates $100 profit.
From SEO, your leads are 1000 and you convert 5. That’s a .5% conversion rate. SUCKS! And each customer only generates $50 profit. But as a channel, it drives $250 in profit.
Which would you rather have? This is a very simplistic example, but don’t discount it without seeing the full picture.
2. Networking and Referrals bring in the exact same “type” of leads. They’re friends and all from the same small circles. This leads to a niche product. This is where the real opportunity lies. SEO will bring in a different type of customer. So create a different product that will convert them into better customers.
If you’re just starting on content marketing, keep this in mind – no matter how much you focus on a specific customer, you will bring in visitors that are different. It is your job to determine if those different visitors are good or not.
I see it as an opportunity to learn and see if your product can serve an entirely new audience and revenue stream, one that is currently untapped by you.
I’ve recently started playing with the Genesis Framework and I must say it is pretty impressive, flexible, and confusing all at the same time. I hope the confusion fades away as I get more comfortable.
Anyways, I recently installed the Agency Pro theme for a client. The theme is great, except of the color flash that happens with the background image.
I found several topics in the forums discussing the fix and most pointed to this post (now a paid blog). However, it was wasn’t addressing the problem. It was removing the fading in of the background image, but not removing the flash of the color. Since the above link is now a paid blog, you can read my post about how to remove the fade in.
The fix is to change the background color to black or white before the image loads. That will make it a “blank” area before the image fills in.
First off, my hats off to any entrepreneur who is willing to put him/herself out there and take the risk to start a company, sell to customers, and raise money. I wish I could to it myself, but that’s another story.
A while ago, when I was a more avid reader of tech sites like BusinessInsider, Techcrunch, PandyDaily, and Betabeat, I noticed majority of stories about startups were rah-rah – everyone will conquer the world and every industry was going to be disrupted.
But over the last few weeks, I’ve noticed that writing has become more critical of both startups, founders, and investors. It’s about time!
It’s a great start to talking about the difficulty of building a sustainable business, how raising money is not success (already been beat to death), and money is too abundant.
Please say it isn’t so.
What are my google reader friends going to use? My only ask is that the product has keyboard shortcuts for navigation
Lots of other google product deprecations, but this is the headline product.
There are many startups attempting to build content recommendation and curation algorithms. Their approches are varied and range from the simple to the very complex.
I would generally categorize the simple approach as using explicit profiles. Explicit profiles are built by asking directed questions (What are you interests?) and tracking usage (What articles have you read?)
The complex approach is to build implicit profiles. Implicit profiles are based on what you do, but also what you don’t do. This requires a lot more understanding of the content characteristics and mapping them back to the user profile. For example, you have be shown 10 different articles about a specific topic, but you only click on 1 of them. What was the reason you clicked on that specific article? What it the image? author? title? time of day? day of week? device (mobile/tablet/desktop)? What if you already read it from a different source?
Recommendation algorithms are designed to be safe. If you’re on Amazon looking at a book, you won’t be recommend a scooter. It will most likely recommend another book within the same genre and topic. This bodes well for a the explicit profile approach to work without the need a very strong implicit profile.
There are many other issues to overcome with content recommendations and curation, I don’t think implicit profiles will be the main hurdle.