A Modern, Sophisticated Approach
to Improving Conversion
A memory popped up on my Facebook feed today for #PRprochat, a digital PR Twitter chat that I ran for years, in an effort to spread digital skills to the PR professionals looking to expand their skills, and as a tactic to build audience prior to my Above The Noise book release in 2016.
A lifetime ago.
Our goal? To boost conversion and membership, while providing content that was closely relevant to their target audience.
And the project worked better than expected, with the keyword analysis driving outcomes that were more than 10x what they’d projected.
(As seen on LinkedIn)
Transcript: Companies who are tracking conversion—and able to identify their customer acquisition costs for specific marketing tactics where they’re investing their marketing dollars—are much more likely to be the ones who leave their competitors in the dust, grabbing marketshare because they’re in tune with what they’re spending, and they’re able to do more of what works and less of what doesn’t work.
And that essentially is what marketing is all about: to grow a company successfully and create revenue. You’ve got to know what works.
Yes, but only if you keep certain things in mind.
Don’t do it as a lazy way to get around writing it, but instead, use it as a starting point.
Do these have value?
I have a theory.
Understanding them helps you know how to hire the right kind of SEO talent, be it agency, freelance or employee. It also helps you more accurately define their true level of experience, and identify what kind of conversion and ROI to expect from the dollars you spend.
It also might help you avoid joining the discouragingly high percent of companies dissatisfied with their SEO, bouncing from one provider to another.
