Digital Delphi: This Week’s Client Marketing Questions Answered
Welcome to Astek’s Digital Delphi…
Every week we’re asked a lot of questions. Some related to SEO, social media strategy and training or web site strategy. Some not. In any case, we answer them with all the glorious confidence by saying, “at least, that’s the way it worked two weeks ago.” Funny how in most cases, it’s a legitimate concern.
I’m going to take this and future Friday afternoons off, pour a glass of wine and write about these inquiries. Maybe I’ll put in some headphones and crank up some Lake Street Dive. I might even be a bit tipsy by question 3. Who knows?
I sometimes don’t. An honest digital marketing consultant never pretends to have the right answer because one can find 10 blog posts with 10 different opinions on page one of search. <note to self: add pseudo-relevant keyword phrase “social media strategy and training Chicago” throughout this text>. Let’s begin…
“I’m with a large publisher. I would like my freelance authors to utilize Google Authorship and link back to my website in their Google+ profile. They don’t want to because they are freelance. What can I do?”
– publishing company editor
Not much. You must have those G+ profile links and no one should create a second profile just for your site’s Authorship. I suppose you could ask authors to include the link to your site and label it something like “Delicious Taco Recipes.” That would be a ridiculous solution, unless you actually put a few good taco recipes on your site. Here at Astek, we promote value and nobody’s going to complain about good tacos. <also place keyword “delicious taco recipe” throughout post>
“Can you actually make money with Facebook. Really?”
– owner of small family law practice in Chicago
Well, yes. But not with only 10 minutes a day posting articles that people can find elsewhere on the net. Not without actually being social on Facebook. Clients who need a family law attorney generally have use for them over many years due to taxes, changes in child support laws, changes in parental situations or simply because they don’t think the ex is owning up to his/her share of the burden. Keep people informed about these important periodic issues. Entertain them with interesting stories and cases (not about your clients). Share your “delicious taco recipes.” Most of all, remind clients at each touchpoint that your Facebook page is a place for valuable info. Then make it so. Thanks for playing “social media strategy and training Chicago.”
“I have a very high price, high information product to which I’m driving traffic on my website through a Google PPC campaign. How do I know what keywords are useful since most people will not make contact immediately without more information?”
– corporate real estate company
This is a good one. You always want a Google Analytics “Goal” setup to allow conversion tracking on your AdWords account. You must have a metric to measure. Without a useful contact form or other trackable submission, I’d start by going into your Google Analytics and looking at your “matched search results” under “Acquisition/Paid” to find out what terms people are using to find your ad and website. From those keywords:
- Which ones have the lowest bounce rate?
- Which ones garner the most unique page views?
- Which ones lead the most people to a contact page or other important piece of content?
Viewing a particular page (contact page) or a set number of pages might be a conversion. Maybe you have a Google Voice number on the site you can track as a conversion. What you select will vary, but anything you measure should be meaningful and actionable.
I hope you found the first installment of my Digital Dephi most enjoyable. Now that you’ve made it this far, check out this “delicious taco recipe“ and treat yourself to some fine chorizo courtesy of “social media strategy and training Chicago”s own Rick Bayless.
Have something to add? Your own taco recipe perhaps? I’d love to read about it in the comments!
PS: This article pokes fun and some authors’ attempt to place numerous instances of popular search terms in their articles to rank higher on search engine results. To learn more about why people do this, read this.