1. Content Traffic Conversion
Harvesting Blogging and Social
Media Marketing Dividends

2. Unprecedented Drop
Residential fixed investment fell from
5.2% average share of GDP during
20 years prior to Great Recession to
2.8% between 2008 and 2012

6. Rising Tide

7. Grabbing More Than Your Static
Share
Focusing on market
share decreases
dependency upon macro
environmental variables,
like economy, and drives
more exceptional results

9. Instinctively, Connection Marketing
on SMBs Minds

10. Knowledge and Experience Gap

12. Interruption Marketing is Over

13. Mass Media Built For Low-Choice,
Interruptive Mass Marketing

15. Buyer Beware : Seller Beware

16. Shoppers Increasingly Trust
Online Opinions

18. Consumers Are Comfortable:
Are you?

19. 4 “web fitness” questions
1. Does your blog/website traffic increase month over
month?
2. Do you generate a larger number of leads via your
blog/website month over month?
3. Do you convert a larger number of customers from
your blog/website leads month over month?
4. Do you analyze your results each month so you can
continuously improve results?

20. 3-part Web Marketing Mantra

21. SMB Internet Marketing Priorities &
Challenges
• Web Discovery
1. Proprietary Traffic
2. Social Media
• Traffic Management
1. Visitor Conversion
2. Analysis & Optimization
• Barriers
1. Time
2. Expertise
3. Budget
Predictable
Discovery
Convertible
Traffic
Optimization
Getting Found is the
“Head Pin” of Web Marketing!

22. There are lots of ways to drive
traffic to your site

23. Content Lives At The Center
Of Connection, Traffic & Lead
Conversion

24. 1974
Robert
Hunter
Scarlet

26. Dispelling Web Marketing Myth
#1
“More Traffic Is Better”
• Let’s take two fictitious examples
– NiftyAtlantaLandscape.com
• 1000 search visits/day
– AtlantaLandscapeSpam.com
• 10,000 search visits/day

27. Web Marketing Myth #1:
Interactions Spell Success
• Let’s say NiftyAtlantaLandscape.comis user focused
– 35% meaningful interactions (conversions)/day
• And AtlantaLandscapeSpam is traffic focused
– 2% meaningful interactions (conversions)/day
• Then NiftyAtlantaLandscape is more successful
– More users (350 vs. 200) engaged each day
– More likely to have repeat users and grow search traffic
• AtlantaLandscapeSpam is:
– tarnishing their brand
– creating hazard of losing their search traffic

28. Grasping Long Tail:
“Becoming Most Important Web
Page”
Source: Doug Cook Search Director Twitter, Yahoo, Able Grape

29. Specificity of Long Tail
Source: Doug Cook Search Director Twitter, Yahoo, Able Grape
Landscapedesignpastures
treesmaintenancetopiaries
LandscapedesignAtlanta
pasturestreesmaintenance
LandscapedesignAtlanta
pasturesandtrees
LandscapedesignAtlanta
pastures
LandscapedesignAtlanta
Landscapedesign

30. Two Ways Consumers Discover
You Through Search: General and
Specific
Direct Long Tail
Search Discovery
Consumer
HOUZZ
Dominant Content
Provider

33. World’s best web
page for landscape
design content

34. Blogs Are Not Optional In Web Marketing
Website that
allows you to:
•Add content easily/
often
•Neatly organizes
content for search
engines
• Can be your main
website
• Most commonly an
extension of your main
website
•When properly integrated,
lends SEO values to MAIN
WEBSITE

35. Blogging Is Content
Marketing
A. Content that lives on
the blog:
•Video, Stories, Photos
• Stuff that you talk with
prospects and customers about
• Content = keyword authority
• Create high conversion thru
long tail search

36. Example Post 1

37. Consumers Find Your Content

38. Example Post 2

39. Let Searchers Find You!

40. Example Post 3

41. Page 1 - Long Tail Search Results…

42. WITH MORE PROSPECT TRAFFIC, IT’S TIME TO
THINK ABOUT ANALYTICS AND CONVERSION
•Landing Pages
•Conversion rates
•Exits

43. Conversion Rates & Analytics
• Conversion rate is the % of site visitors who take a desired action
– sale of product
– requests for meeting
– membership registrations
– newsletter subscriptions
– brochure downloads
– webinar attendance
– project gallery views
– client testimonial page visits
• Or just about any activity beyond simple page browsing
• Using Analytics to know your web conversion rates can inform your
internet marketing ROI

44. Great News For Bloggers: Keyword
& Page Alignment Drives Top
Conversion Rates

45. Bounce & Exits

46. Minimize Bounce Before
Conversion

53. Optimizing Visitor Paths
• First define conversions
• Create low to high commitment conversions
• Check analytics for paths to points of conversion
• Know your top landing and exit pages and why they rank that way
• Optimize these traffic points?
1. Direct to low commitment conversion opps
2. Align landing page content with arrival keywords
3. Entice more page views leading to conversion
Conversion Pages Should be Your Top Exit Pages

54. Social media is a way to show Google people
are interacting with your content…OUTSIDE OF
YOUR WEBSITE
Intersection of Page Rank, Search
And Referral Traffic

55. Schematic: Integrated
Content & Social Marketing

56. How Does Google Know?

57. SEO RANKING
FACTORS

58. Social Content Marketing Applies
to Any Subject: Fine Wine

59. http://wine-zag.com

60. Content Marketed Across Social
Platforms

62. WineZag’s Target
Conversions
Subhead

63. Simple To Do Checklist
• Determine what “conversion” means for your website: Pick 3
ranges of commitment
• Familiarize with your website’s linking and social sharing
opportunities
• Determine how often you update your content. Start thinking
about a blog
• Install/log-on/familiarize with your Google Analytics account
• Check:
– Traffic: last month and year
– Exit pages
– Sources
– Keywords
– Landing pages

64. it takes a system
IntakeProces
s
Content &
Platforms
Feeds, auto-
posts, trending
topics,
keyword alerts
Sale > smb
enters
environment
News, photos
events. Prdcts,
sales, links
comments,
sharing
Content sources
Fan Activation
campaigns
Measurement &
reporting
Training
Mydigitalsherpa.com

65. 65
@adamjapko
Adam Japko
Adam Japko