Online anonymity can be a double-edged sword. On the one hand, it can give people a voice when they’d otherwise be afraid to speak up – whether that’s because of fear of government surveillance, discussing a topic that’s known to provoke cyberbullying, or because the topic itself is sensitive – like a personal confession or health issue. But anonymity also… Read More
Earlier this fall, Twitter opened up access to its storytelling feature “Moments” to all Twitter users, allowing anyone to create their own stories using tweets and photos uploaded to the service. At the time, Moments creation was only available on the web, but the company promised that mobile support would arrive soon. Today, it has — Twitter has announced that the ability… Read MoreFacing growth setbacks is part of the risk of doing business.
While most companies may only highlight their successes to the public, it’s important to understand that every business has its own group of challenges. The key is to recognize the issues and take the necessary actions to move forward.
“You may be facing your share of woes from financial problems to employee shortages to increased competition. Just because those setbacks are occurring and you are struggling to survive, doesn’t mean you can’t turn your circumstance around,” says Inc. contributor Carolyn Brown.
Let’s explore how your team can bounce back from a growth setback.
When major issues arise, reevaluating your strategy is essential to realizing what happened. Moreover, your team can pinpoint the mistakes that stunted your ecommerce business growth.
So, where do you start? Begin with the problem.
Learn why the setback occurred, when it began, where it originated, and how it flourished into a setback. Dive deep into your analytics to assess your sales and reveal any gaps in your system.
Senior management recognizes that failure isn’t caused by a singular event. Instead, it’s usually a series of activities that slowly lead up to a business disaster. So, examine your current procedures to set up safeguards.
“The way we win business has changed radically, largely thanks to the internet and social media. Companies that are not up to speed digitally won’t exist for much longer, so make sure the business is using all the technological tools it can to build momentum,” states Andrew Morris, CEO of the Academy for Chief Executives.
Nike reworked its international expansion strategy. Rather than spending an exorbitant amount of money on sponsorships to gain a global audience, the athletic apparel company initiated the NikeID co-creation platform. Allowing customers to design their own products helped the business deliver unique products that align with different cultural preferences and styles.
Upgrade your business strategy. Keep what works well and toss the rest to the side.
Research shows that “for every customer complaint there are 26 other unhappy customers who have remained silent.” In a market full of competitors, it’s easy for consumers to try another brand.
To deliver remarkable customer value, start by analyzing your consumers’ purchasing habits. Learn what they like and how specific brand interactions make them feel.
For example, if you know consumers prefer assistance via live chat rather than by phone, your team should take steps to be available online.
Collect this data by instructing your sales representatives to jot down notes during customer conversations. Or simply ask consumers to complete a short suggestion form.
Think of customer value as a cycle. You must discover the opportunities, create the offering, deliver the value, and communicate it to your audience. Then, the process starts over again after receiving the customer feedback.
Peepers, an innovative eyewear company, offers its shoppers more value by customizing the checkout experience. With personalized messages, customers trusted the brand and believed their credit card information were safe. As a result, Peepers received a 25-30% increase in its organic traffic conversion rate and 15%-20% increase in its average order value.
Offer unprecedented value that your consumers can’t receive anywhere else. They’ll be happy and your ecommerce company will reap the revenues.
Sometimes, your team must do things differently. And it might just include changing the product.
In today’s economy, consumers possess a wide variety of choices. They don’t have to settle for products that fail to solve their problems or fall short of satisfying their needs.
Product differentiation is a marketing technique to make your product more attractive than the alternatives in the marketplace. This difference could include customer value, design, price, or even quality.
“Don’t focus on features alone, then. Instead, emphasize the benefits of those features. Your advantage lies in how your product or service ties into the emotional needs of your target audience. People make decisions on the basis of either logical reasoning or emotional impulses,” writes Entrepreneur contributor Ray Beharry.
Conduct market research to learn if you should modify your product or change the way you sell your product. To find pertinent data, host a focus group or invest in heatmap tools to monitor website interactions.
Oscar Health Insurance offers customers transparency and only focuses on a small, niche network in four U.S. states. The brand separates itself from the competition by presenting health plans in common language without the jargon.
It may be time for a product change. Find out how to fulfill your customers’ desires through differentiation.
During tough times, employees are the best assets for your business. And as your company begins to change directions, you will need people invested in your brand values.
In a recovery transition, recruit talented workers with skills that complement your current workforce. Experts claim that future work environments will need people who know how to work with data, understand virtual reality, and can apply the Internet of Things to industries.
Beyond technical skills, interpersonal character traits matter, too. Focus on hiring individuals who know how to develop connections, work on multiple cultural teams, and make creative decisions. Personal finance writer Erika Rawes agrees:
“Your ability to engage in conversation, get to know someone personally, and develop meaningful relationships will provide a competitive edge over the future.”
In addition, retrain your current employees by informing them about new business strategies and expectations. It’s a chance re-engage employees and to develop people professionally.
Revitalize your workforce during growth challenges. Let your business experience new talent with different possibilities.
Whether your company is undergoing a setback or not, your team should always continue to seek ways to expand. A proactive plan prepares your brand to handle challenges better.
Opportunity is a subjective term. What’s great for one business may be a disaster for another.
Therefore, before making any hasty decisions, work with your team to know what your business needs to recover. Do you need more qualified traffic to your website? Or more skilled sales reps to close deals?
And refrain from relying only on your own experience. Your company may benefit from building ongoing partnerships with other brands.
“Don’t limit yourself by your own knowledge base and expertise when your back is against a wall. Find partners who can help you implement the new strategy that makes the most sense, not the one that’s easiest to execute,” writes Fast Company contributor Carson Tate.
Below is a brand partnership example from Adidas and Spotify. The companies teamed up to offer their consumers a new product called Adidas Go. The app lets customers who exercise with their iPhones listen to music through Spotify that is automatically linked to the pace of the workout.
Growth is a continuous process for companies. Uncover new opportunities to respond to infrequent difficulties.
Challenges are inevitable in business. It’s vital to understand how to handle setbacks when they occur.
Reevaluate your strategy to ensure it fits your desired outcomes. Deliver unmatched customer value that competitors can’t duplicate. And continue to seek partnership opportunities that will benefit your brand.
Push through setbacks. Grow your business.
About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.
Style transfer startup Prisma added support to its iOS app for livestreaming its art filter effects in real-time via Facebook Live earlier this month — but almost immediately the startup’s access to the Live API was cut off by the social media platform giant. Read MorePosted by kerryjones
I was in Peru earlier this year for a digital marketing conference, and I overwhelmingly heard the same frustration: “It’s really hard to use outreach to earn links or PR coverage in our country.”
This wasn’t for lack of trying. As I continued to hear this sentiment during my visit, I learned there simply weren’t a lot of opportunities. For one thing, in Peru, there aren’t nearly as many publishers as in more populous countries. Most publishers expected payment for mentioning a brand. Furthermore, journalists did a lot of job-hopping, so maintaining relationships was difficult.
This is a conundrum not limited to Peru. I know many people outside of the US can relate. When you see the Fractl team and others sharing stories about how we earn hundreds of links for a single content piece, you might think it must be nice to do outreach somewhere like the US where online publishers are plentiful and they'll feature great content with no strings attached. While the work my team does isn’t easy by any means, I do recognize that there are ample opportunities for earning links and press coverage from American publishers.
One solution is focusing your outreach efforts on publishers in neighboring countries or countries with the same language and a similar culture. During conversations with the Attachmedia team (the company hosting the conference I was at), I learned they had much greater success earning media stories and building links outside of Peru because publishers in surrounding South American countries were more receptive to their email pitches and publishing third-party content.
But you may not need to do any international outreach if you know how to create the type of content that will organically attract attention beyond your borders.
At Fractl, many of our top-performing client campaigns have secured a lot of international links even without us doing much, or any, international outreach. To dig deeper, we recently conducted an analysis of 290 top-performing client content campaigns to determine which content naturally attracted coverage from international publishers (and thus, international links). Altogether, these campaigns were featured by publishers in 130 countries, earning more than 4,000 international media stories.
In this post, I’ll share what we found about what causes content to spread around the world.
For years, we’ve noticed that if content gets enough attention in the US, it will organically begin to receive international press and links. Watch how this happens in the GIF below, which visualizes how one of our campaigns spread globally after reaching critical mass in the US:
Our study confirmed that there’s a correlation between earning a high number of links domestically and earning international links.
When we looked at our 50 most successful client campaigns that have earned the highest number of media stories, we discovered that these campaigns also received the most international coverage. Out of the 4,000 international placements we analyzed, 70 percent of them came from these 50 top-performing campaigns.
We also found that content which earned at least 25 international media pickups also earned at least 25 domestic pickups, so there’s a minimum one-to-one ratio of international to domestic pickups.
Maps showing a contrast between countries were the visualizations of choice for international publishers.
World maps can be easily understood by global audiences, and make it easy for publishers to find an angle to cover. A client campaign, which looked at how much people eat and drink around the world, included maps highlighting differences between the countries. This was our fourth-highest-performing campaign in terms of international coverage.
It’s easy for a writer whose primary language isn’t English to look at a shaded map like the one above and pick out the story about his or her country. For example, a Belgian publisher who covered the consumption campaign used a headline that roughly translated to “Belgians eat more calories than Americans”:
Images were the second most popular visual format, which tells us that a picture may be worth a thousand words in any language. One great example of this is our “Evolution of Miss Universe” campaign, where we created a series of animated and interactive visualizations using photos of Miss Universe winners since 1952:
The simplicity of the visuals made this content accessible to all viewers regardless of the language they spoke. Paired with the international angle, this helped the campaign gain more than 40 pickups from global sites.
As we move down the rankings, formats that relied on more text, such as infographics, were less popular internationally. No doubt this is because international audiences can’t connect with content they can’t understand.
When creating text-heavy visualizations, consider if someone who speaks a different language can understand it — would it still make sense if you removed all the text?
Pro tip: If your outreach strategy is targeting multiple countries or a country where more than one language is widely spoken, it may be worth the effort to produce text-heavy visuals in multiple languages.
Our top-performing international campaigns show a clear preference for topics that resonate globally. The six topics that performed best internationally were:
Bear in the mind that these topics are reflective of our client campaigns, so every topic imaginable was not included in this study.
We drilled this down a little more and looked at the specific topics covered in our top 50 campaigns. You’ll notice many of the most popular topics would make your grandma blush.
We know that controversial topics are highly effective in grabbing attention, and the list above confirms that pushing boundaries works on a global scale. (We weren’t exactly surprised that a campaign called “Does Size Matter?” resonated internationally.)
But don’t look at the chart above and assume that you need to make your content about sex, drugs, and rock and roll if you want to gain international attention. As you can see, even pedestrian fare performed well globally. Consider how you can create content that speaks to basic human interests, like technology, food, and … Instagram.
While our top five international campaigns did have a global focus, more than half of our 50 top-performing international campaigns did not have a global angle. This tells us that a geographic angle doesn’t determine international success.
Some examples of non-geographic ideas that performed well are:
We also found that US-centric campaigns were, unsurprisingly, less likely to succeed. Only three of our campaigns with America-focused titles received more than 25 international placements. If your content topic does have a geographic angle, make sure to broaden it to have a multi-national or worldwide focus.
Pro tip: Consider how you can add an international twist to content ideas that already performed well domestically. The Miss Universe campaign example I shared above? That came to fruition after we successfully did a similar campaign about Miss America. Similarly, we could likely reboot our “Tolerance in America” campaign to look at racism around the world and expect it to be successful, as this topic already proved popular at home and is certainly relevant worldwide.
Over the years, we’ve seen time and time again that including certain elements in content greatly increases the chance of success. All of our content that achieved international success included some combination of the following:
Look back at the content examples I shared in this post, and make note of how many of the characteristics above are present in each one. To increase the likelihood that your content appeals to global audiences, be sure to read this post about the vital role these elements play in creating content that earns a lot of links and social shares.
What has your experience been like using content to attract international press and links? I’d love to hear what’s worked for you — leave a comment below!
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A completely accurate client analytics account is few and far between.
That forces you, brave agency veteran, to roll up your sleeves and try to make sense of the chaos you’re looking at for each unique scenario.
You didn’t plan for it. You didn’t charge for it. And now, if you don’t fix it, you’ll face an uphill battle in trying to prove the resulted you delivered.
Like it or not, addressing this issue head-on and fixing client analytics can help you sell more, and sell more profitable work.
Here’s why.
Most clients have no idea what we do.
They pay us – very well in some cases – despite not truly grasping how we’re going to deliver the goods for them.
Sure, they might grock the buzzwords a little bit. They understand the jargon and the high level perspective. But it’s mostly a superficial understanding.
When you get down in the weeds, and start describing how exactly to get from A -> B, you start to lose them a little as glazed over eyes stare back at you.
That’s not a knock; it’s just reality.
In the same way you probably could care less about what’s wrong with your car engine and how a mechanic is going to fix it. You just want to know if you’re going to be able to make it to Happy Hour in time this afternoon.
More often than not, clients are paying us based on trust. Or a leap of faith. Or our smiles and fashionable clothes.
And when they don’t fully grasp the full context of their problem, or the work involved in each painstaking individual step you have to take to fix it, they gravitate towards the one thing that’s easy to separate you from everyone else that says they do exactly what you do: price.
Cue competitive bids and escalating downward pricing pressure.
So what do you do the next time around?
You piece together a meager cost plus estimate that rarely includes Profit (and you’ve undoubtedly underestimated Project Management), double check the marketplace, and rush it out the door.
In contrast, the best, most profitable agencies use value-based pricing. Instead of starting with what their internal costs might be, they start with forecasting:
For example, you can take a look at their historical averages of traffic and leads. If you’re able to come in and bump that conversion rate by 10%, 15%, or even 30% over the course of a few months, what does that look like in new revenue based on their average customer value?
Boom. If simple conversion tweaks and changes can lead to $40K-$160K+ in new revenue, there’s MORE than enough room to pay you 20-30% of that.
That covers your software, payroll, meetings, and then some. You can actually scale a business on that.
Even better, is if you can show how increases in results – less your agency costs – results in NET gains too.
But there’s a problem.
You can’t even begin to forecast potential revenue for clients like this when they’re missing a critical piece of the puzzle.
Value-based pricing includes showing a client the outcome and end results of your work in clear-cut business objectives that they can understand (like leads gained or costs saved).
But…
If they don’t have a complete view of their marketing and sales funnel – which, like 97.75% of companies are guilty of – you’ve got a problem.
To make matters worse, these issues can be tough to spot ahead of time, before you dive into their account (which means you probably didn’t plan for it in your timeline and you sure as hell didn’t charge for it as a line item).
Maybe the conversion-tracking pixel is on the wrong page (or even worse, sitewide). Or perhaps they’re using legacy CRM software that doesn’t allow you to figure out what happens after someone becomes a lead (like, where’s da revenue coming from?!).
Either way, before you even touch a single line of code, fix a broken link, or put together a wireframe, you need to get an accurate benchmark of where a company is at right now.
Here are three reasons why.
A quick view of a company’s Acquisition Channel performance in Google Analytics can give you a snapshot of where they’re at, and how they’re doing.
Sure, the visits or sessions piece is moderately helpful, cluing you into which campaigns are delivering (or not).
But the real value comes in analyzing which channels specifically are driving leads and customers (and how much each is worth).
Now you start crossing over from raw data to insight. You’re able to draw lines between where budget is being spent and where results are coming from.
This helps you figure out what’s already working for clients so you can pour on more, and spot what’s already been tried that hasn’t worked (so you don’t make the same mistakes).
Arguably more important though, is that it will provide you with a baseline to compare against after you deliver your services.
You hear that?
The screeching tires. The scent of burning rubber. A loud crash.
That catastrophic train wreck of epic proportions you’re about to witness is your new client’s analytics.
Their complex, multi-faceted business has taken its toll, with independent systems for each department that don’t work well together (and would require a quant-jock, Business Intelligence analyst to figure out).
Instead of relying or messing with existing systems, setting up a third-party analytics solution to isolate how your campaign and promotion is performing might be an easy way to sidestep the nightmare.
This Funnel Report will not only show you which promotional efforts are driving awareness, but also give you insight into the funnel performance for each channel, helping you identify patterns and discrepancies between how visitors from each channel (like cold vs. warm traffic) add items to your cart or complete a purchase.
You can dive even deeper into the individual customer profile, taking a look at the specific steps they took prior to purchase. This can help you identify which pages are assisting conversions, and also spot any bottlenecks or gaps that others keep hitting that causes them to bounce.
Leading indicators are helpful. To a point.
They give you a preview or snapshot of what might potentially happen on down the line.
For example, SEO is a lagging indicator. Sure, you can measure new pages built and new links generated, but it’s still gonna take some time for Google to reindex, new rankings to fluctuate, traffic to start dribbling, new leads converted from said traffic, and only then do you get some verifiable sales opportunities to start tracking.
That means you’ve got a waiting game, and in the meantime you’re making a bunch of changes and assumptions based on incomplete information.
Things get especially challenging when some of these indicators can lead you astray, like when that high conversion rate might backfire.
Here’s how it works: you run some headline A/B tests with generate more initial leads. Numbers go up and you pat yourself on the back. Only problem? Sales – the number that actually matters – go down as a result.
Fortunately, the Kissmetrics A/B Test Report can help you run split tests that will only declare a winner when an event is met further down the funnel, which helps you avoid getting too excited over an increase in clicks (which aren’t super helpful) and waiting for the big payoff instead (conversions).
Design is subjective. It shouldn’t be, but it is.
My favorite thing to witness is a fiftysomething executive who has literally zero knowledge of art and design, or the owner of an old-school insurance brokerage, make specific design critiques and changes (like, “I think that shaded border should be gold instead of gray”).
Which, if I were a designer, would surely cause me to become a statistic you hear about on the Nightly News.
So how can design, something so subjective that every client thinks they can do better than your Creative Director, deliver quantifiable results that will allow you to charge more?
Look for leverage points.
For example, why does someone need that new landing page?
“I need a landing page design for an AdWords campaign,” says the client.
Ok cool – then in reality they don’t just want or need one landing page, but they’re gonna want (and need) multiple ones. Here’s why (and how to sell it).
Landing page design will help dictate Quality Score, which has been proven multiple times to influence your Costs Per Click (and thus, Cost Per Conversions).
“If your quality score increases by 1 point, your cost-per-conversion decreases by 13%,” according to Jacob from Disruptive Advertising.
Awesome. So in order to increase that quality score as much as possible, you’re going to need specific and relevant landing pages for each campaign you’re running. Which means you’re going to need multiple versions of the same page so that you can align message match to drop your Cost Per Conversion and increase the total conversions you’re getting.
Now, that’s going to require some extra work.
You, dear client, will also want to make sure that copy and content changes for each page and that you set-up at least basic analytics to make sure we can track all of this and make iterations on-the-fly. That’s going to require these new additional line items to our scope.
We recently went through this exact process on a new website redesign and performed a quick analysis after 30 days with the new AdWords landing pages.
The results?
We compared results to the same period, prior year to rule out seasonality. So in 2015, their Cost Per Converted Click was $482.41 and their Conversion Rate was only 4.08%.
During the new 30-day window in 2016, their Cost Per Converted Click dropped to $147.65 and their Conversion Rate jumped to 12.76%.
Total score?
Now multiply those ‘efficiency’ metrics against the results (like total leads, or the amount spent for those leads), and you can quickly highlight your financial value.
Think there was enough room in that budget for a few extra landing pages? And now some more work?
Our only job as a consultant is to improve the client’s position. (I think that comes from Alan Weiss.)
You’re the expert, not them. And as such, you need to fight for the scope (and thus the required resources and budget) it’s going to take in order to deliver the results a prospect or client is looking for (whether they understand what it’s going to take or not).
Because my hairline is becoming increasingly more like Jason Statham’s, and jawline has never resembled Brad Pitt’s, the only way I can figure out how to do this is through cold, hard, analytical data.
Clients commonly don’t fully understand the scope of what you’re being asked to do.
That’s OK. It’s manageable.
But only if you can translate your value into something they do understand – like marketing KPI’s or business objectives like revenue and costs.
The problem is that becomes impossible without a strong foundation for analytics.
There’s no way to benchmark past performance, to isolate your individual campaigns, or spot customer bottlenecks along the way.
Fixing or addressing a client’s analytics problems then should become priority #1.
Because it will not only help you justify the current work you’re doing for them, but also sell the results in the future to them and new ones just like them.
About the Author: Brad Smith is a founding partner at Codeless Interactive, a digital agency specializing in creating personalized customer experiences. Brad’s blog also features more marketing thoughts, opinions and the occasional insight.
In Ernestine Fu’s future, you shouldn’t have to wait more than a few seconds to launch a game or an app to connect with a friend. In fact, a few seconds might even be too long. That’s what prompted the birth of Blackstorm, a development platform that has the tools to build high-fidelity applications — the same you might get from an app in the App Store — in HTML5… Read More
Bored while you wait for friends to text back? Now you can challenge friends for high scores on Facebook Messenger’s new Instant Games, like Pac-Man, Space Invaders, and Words With Friends Frenzy. Available right from your message threads, they load in seconds since they’re built on the HTML5 mobile web standard, rather than having to be downloaded like clunky native apps.… Read More
If you’re anything like me you hate social media with a white hot passion yet you feel oddly compelled to put garbage into it on a regular basis, to your great shame. Thankfully there is now a service that can create a book about your year in social media, allowing you to seethe both offline and online, a boon to this plugged-in generation. The service is called MySocialBook and… Read MorePosted by JoyHawkins
Previously, I wrote an article unveiling some of the most common myths I see in the Local SEO space. I thought I’d do a follow-up that specifically talked about the myths pertaining to citations that I commonly hear from both small business owners and SEOs alike.
Truth: Google doesn’t even recognize suite numbers for a whopping majority of Google business listings. Even though you enter a suite number in Google My Business, it doesn’t translate into the "Suite #" field in Google MapMaker — it simply gets eliminated. Google also pays more attention to the location (pin) marker of the business when it comes to determining the actual location and less to the actual words people enter in as the address, as there can be multiple ways to name a street address. Google’s Possum update recently introduced a filter for search queries that is based on location. We’ve seen this has to do with the address itself and how close other businesses in the same industry are to your location. Whether or not you have a suite number in Google My Business has nothing to do with it.
Darren Shaw from Whitespark, an expert on everything related to citations, says:
“You often can’t control the suite number on your citations. Some sites force the suite number to appear before the address, some after the address, some with a # symbol, some with “Ste,” and others with “Suite.” If minor discrepancies like these in your citations affected your citation consistency or negatively impacted your rankings, then everyone would have a problem.”
In summary, if your citations look great but are missing the suite number, move along. There are most likely more important things you could be spending time on that would actually impact your ranking.
Truth: Say your business name is "State Farm: Bob Smith," yet one citation lists you as “Bob Smith Insurance” and another as “Bob Smith State Farm.” As Mike Blumenthal states: “Put a little trust in the algorithm.” If Google was incapable of realizing that those 3 names are really the same business (especially when their address & phone number are identical), we’d have a big problem on our hands. There would be so many duplicate listings on Google we wouldn’t even begin to be able to keep track. Currently, I only generally see a lot of duplicates if there are major discrepancies in the address and phone number.
Darren Shaw also agrees on this:
“I see this all the time with law firms. Every time a new partner joins the firm or leaves the firm, they change their name. A firm can change from “Fletcher, McDonald, & Jones” to “Fletcher, Jones, & Smith” to “Fletcher Family Law” over the course of 3 years, and as long as the phone number and address stay the same, it will have no negative impact on their rankings. Google triangulates the data it finds on the web by three data points: name, address, and phone number. If two of these are a match, and then the name is a partial match, Google will have no problem associating those citations with the correct listing in GMB.”
Truth: SEO companies use this as a scare tactic, and it works very well. They have a small business pay them for citation cleanup. They’ll do a scan of your incorrect data and send you a list of hundreds of directories that have your information wrong. This causes you to gasp and panic and instantly realize you must hire them to spend hours cleaning all this up, as it must be causing the ranking of your listing on Google to tank.
Let’s dive into an example that I've seen. Local.com is a site that feeds to hundreds of smaller directories on newspaper sites. If you have a listing wrong on Local.com, it might appear that your listing is incorrect on hundreds of directories. For example, these three listings are on different domains, but if you look at the pages they're identical and they all say “Local.com” at the top:
http://directory.hawaiitribune-herald.com/profile?listingid=108895814
http://directory.lufkindailynews.com/profile?listingid=108895814
http://flbiz.oscnewsgazette.com/profile?listingid=108895814
Should this cause you to panic? No. Fixing it on Local.com itself should fix all the hundreds of other places. Even if it didn’t, Google hasn’t even indexed any of these URLs. (Note: they might index my examples since I just linked to them in this Moz article, so I’m including some screenshots from while I was writing this):
If Google hasn’t even indexed the content, it’s a good sign that the content doesn’t mean much and it’s nothing you should stress about. Google would have no incentive or reason to index all these different URLs due to the fact that the content on them is literally the same. Additionally, no one links to them (aside from me in this article, of course).
As Darren Shaw puts it,
“This one really irks me. There are WAY more important things for you to spend your time/money on than trying to fix a listing on a site like scranton.myyellowpageclassifieds.biz. Chances are, any attempt to update this listing would be futile anyway, because small sites like these are basically unmanaged. They’re collecting their $200/m in Adsense revenue and don’t have any interest in dealing with or responding to any listing update requests. In our Citation Audit and Cleanup service we offer two packages. One covers the top 30 sites + 5 industry/city-specific sites, and the other covers the top 50 sites + 5 industry/city-specific sites. These are sites that are actually important and valuable to local search. Audit and cleanup on sites beyond these is generally a waste of time and money.”
People often wonder what might happen to their NAP issues if they cancel their subscription with a company like Yext or Moz Local. Although these companies don’t do anything to intentionally cause old data to come back, there have been some recent interesting findings around what actually happens when you cancel.
Truth: In one case, Phil Rozek did a little case study for a business that had to cancel Moz Local recently. The good news is that although staying with them is generally a good decision, this business didn’t seem to have any major issues after cancelling.
Yext claims on their site that they don’t do anything to push the old data back that was previously wrong. They explain that when you cancel, “the lock that was put in place to protect the business listing is no longer present. Once this occurs, the business listing is subject to the normal compilation process at the search engine, online directory, mobile app, or social network. In fact, because Yext no longer has this lock in place, Yext has no control over the listing directly at all, and the business listing data will now act as it normally would occur without Yext.”
Nyagoslav Zhekov just recently published a study on cancelling Yext and concluded that most of the listings either disappear or revert back to their previous incorrect state after cancelling. It seems that Yext acts as a sort of cover on top of the listing, and once Yext is cancelled, that cover is removed. So, there does seem to be some risk with cancelling Yext.
In summary, there is definitely a risk when you decide to cancel an ongoing automated service that was previously in place to correct your citations. It’s important for people to realize that if they decide to do this, they might want to budget for some manual citation building/cleanup in case any issues arise.
Many Local SEO companies have the impression that citation building is the only type of backlinking strategy needed for small businesses to rank well in the 3-pack. According to this survey that Bright Local did, 72% of Local SEOs use citation building as a way of building links.
Truth: Local SEO Guide found in their Local Search Ranking Factors study that although citations are important, if that’s the only backlinking strategy you’re using, you're most likely not going to rank well in competitive markets. They found also found that links are the key competitive differentiator even when it comes to Google My Business Rankings. So if you're in a competitive industry or market and want to dominate the 3-pack, you need to look into additional backlinking strategies over and above citations.
Darren adds more clarity to the survey’s results by stating,
“They’re saying that citations are still very important, but they are a foundational tactic. You absolutely need a core base of citations to gain trust at Google, and if you don’t have them you don’t have a chance in hell at ranking, but they are no longer a competitive difference maker. Once you have the core 50 or so citations squared away, building more and more citations probably isn’t what your local SEO campaign needs to move the needle further.”
This was a question that has come up a number of times with our team. If you have a restaurant that once had a phone number but then closes its doors, and a new law firm opens up down the street and gets assigned that phone number, should the lawyer worry about all the listings that exist for the restaurant (since they're in different industries)?
Truth: I reached out to Nyagoslav Zhekov, the Director of Local Search at Whitespark, to get the truth on this one. His response was:
“As Google tries to mimic real-life experiences, sooner or later this negative experience will result in some sort of algorithmic downgrading of the information by Google. If Google manages to figure out that a lot of customers look for and call a phone number that they think belongs to another business, it is logical that it will result in negative user experience. Thus, Google will assign a lower trust score to a Google Maps business record that offers information that does not clearly and unquestionably belong to the business for which the record is. Keeping in mind that the phone number is, by design and by default, the most unique and the most standardized information for a business (everything else is less standardize-able than the phone number), this is, as far as I am concerned, the most important information bit and the most significant identifier Google uses when determining how trustworthy particular information for a business is.”
He also pointed out that users finding the phone number for the restaurant and calling it continually would be a negative experience for both the customer and the law firm (who would have to continually confirm they're not a restaurant) so there would be added benefit in getting these listings for the restaurant marked closed or removed.
Since Darren Shaw gave me so much input for this article, he also wanted to add a seventh myth that he comes across regularly:
“This one is maybe more of a mis-labelling problem than a myth, but your listing at Google isn’t really a citation. At Whitespark we refer to Google, Bing, and Apple Maps as 'Core Search Engines' (yes, Yahoo has been demoted to just a citation). The word 'citation' comes from the concept of 'citing' your sources in an academic paper. Using this conceptual framework, you can think of your Google listing as the academic paper, and all of your listings out on the web as the sources that cite the business. Your Google listing is like the queen bee and all the citations out there are the workers contributing to keep the queen bee alive and healthy.”
Hopefully that lays some of the fears and myths around citations to rest. If you have questions or ideas of other myths on this topic, we’d love to hear about it in the comments!
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How do I get potential customers to engage on my site?
If you’re trying to run a business online, this is a critically important question to answer—especially if you’re running any sort of pay-per-click (PPC) advertising.
Clicks and site traffic simply aren’t enough. If you want your business to succeed, you need conversions and sales.
Now, hopefully, since you’re here on the Kissmetrics blog, you already know that. You’re constantly improving your PPC traffic and optimizing your landing pages for maximum conversion rate.
But still, you want more out of your site. Wouldn’t it be great if there was an easy way to get even more people to engage on your site and convert?
Well, fortunately, at Disruptive, we’ve come up with a PPC advertising hack that uses live chat prompts to quadruple chats and increase conversion rates by up to 20%.
Here’s how it works:
Whenever someone visits your site, it’s because they need something. Maybe they have a problem they need fixed. Maybe they have a question they need answered. Maybe they simply want to feel understood.
No matter what the reason, people come to your site because they need something. If you can get them to talk about what they need, they are much more likely to feel connected to and engage with your business.
In fact, if you can get people talking, you’re much more likely to win their business—half of leads choose the first company they speak with.
The good news is, people love to talk and they especially like to talk about their problems, concerns and frustrations—the exact things that brought them to your site! All you have to do is find a good way to start the conversation.
To better understand this, pretend you’re a guy who’s going to propose to his girlfriend soon. You enter a local jewelry store and start looking at the diamond engagement rings. A salesperson walks up and greets you with a cheerful, “It’s a pleasure to see you today! What can I help you with?”
How would you respond? Odds are, if you didn’t already have a specific question in mind, you’d probably just shrug and say “Oh nothing, I’m just looking.”
That’s not very helpful to either of you, is it?
Well, guess what? Most chat prompts start with generic questions like, “Can I help?” For example, check out the chat prompt below:
This doesn’t really do much for them or you, unless you show up on their site with a burning question you’re dying to ask.
Now, don’t get me wrong, this sort of chat prompt is great if you’re in the customer service department, but we’re marketers. We’re trying to start a conversation, not fill a troubleshooting queue.
So, what sort of chat prompt start a conversation? Let’s go back to our engagement ring example.
After a somewhat underwhelming experience at the first jewelry store, you check out a second place and a new salesperson appears. This guy, however, asks you a specific question that relates to what you’re looking at, like “Is there specific cut you’re looking for?”
This is a much better conversation starter now isn’t it? It’s an open-ended, specific question that shows the salesperson’s interest in helping you.
Let’s apply this to chat prompts.
Instead of leading with “Can I help you with anything?” consider leading with something more directly relevant to your business. For our answering service, that might look like this:
A chat prompt like this uses something the answering service knows about their visitors (they are probably there because they need a high-quality answering service) to try and start a conversation.
After all, if you want to prove that you’re a high-quality answering service, what better way than to let people try before they buy?
It’s a great idea, but the problem with this prompt is that it still doesn’t really draw people into a conversation. If someone is seriously considering this service, they’re probably going to chat in, but a lot of those people probably would have converted anyways.
Truly engaging chat prompts aren’t just focused on meeting customer needs—they actually get people to talk about those needs, wants and desires.
Back to our engagement ring salesperson example. You still weren’t sold in store #2, so you head to jeweler #3. Here, the salesperson came up to you and said, “I noticed you’re checking out our engagement rings. When are you popping the question?”
The answer to that question will give the salesperson everything he needs to get a conversation started, steer you to your ideal ring and close the sale.
For example, if you answer, “I want to ask her in a couple of weeks, but I wanted to see what my ring options are,” he might respond with:
“Great! Congratulations! I asked my wife to marry me in December, too. Do you have any idea what sort of cut she likes?”
Look at that! You’re only a few sentences into the conversation, but the salesperson has already identified your needs, made a connection with you and shown that he’s on your team.
Assuming each salesperson has a ring and a price that fits your needs, which store are you more likely to buy from? If you’re like most people, the answer is jeweler #3!
Now, all of this is great advice for jewelry salespeople, but how do you start a conversation like this online?
Well, the secret to salesperson #3’s success was the fact that he used what he knew about you and why you were there to draw you into a conversation. Your PPC ads tell you the exact same information—all you have to do is use it!
For example, let’s take a look at how I ended up on that call answering service page. I found their page by searching for “virtual answering service” on Google.
The search term I used and the ad I clicked tells them a couple of important things about me:
Taken together, these two points tell a story about me that the answering service can use to create a great conversation starter—possible something like this?
Odds are, if I’m looking for a virtual answering service and clicking on an ad that tells me “never miss another call,” missing calls is a real problem for my business. I’m probably frustrated, angry and would love to vent to someone about it.
What better way to get me talking than to ask me about the very thing that brought me to their site in the first place?
Not only will this start a conversation, it will also tell the chat operator a lot about what I am looking for in an answering service, which will allow the operator to emphasize the selling points I really care about.
For example, if I talk about a valuable prospective customer that I lost because no one was there to answer the phone at 3 in the morning, then the operator can emphasize that their service can respond to calls at all hours of the day.
See how powerful starting a conversation can be?
Now, at this point, you may be thinking something like, “Well, that’s all great, Jake, but how would I ever even start customizing my chats like this?”
It’s actually pretty simple. All you have to do is use your UTM parameters.
Hopefully, you’re already using UTM parameters to track marketing performance in Google Analytics.
If you’re not, don’t worry, it’s easy. Google has an online URL builder that’s quite easy to use. All you need to do is enter your landing page’s URL, put in the info that you need tracked and then Google will generate the UTM parameters for you:
In addition to helping you track your PPC results, UTM parameters also create a unique URL you can use to customize your chat prompts.
Personally, I find that the easiest way to set up custom, highly targeted chat prompts is using Olark (note, I don’t have any financial relationship with Olark, they just have a great tool). So, for the purposes of this article, I’ll show you how to set things up in Olark.
To set up customized chat prompts, all you have to do is log into your Olark account and choose Settings, then Targeted Chat, then +New Rule.
Once you’ve done that, add a UTM parameter that’s specific to your ad to the “Current URL contains” section and change “Expand the Olark chat box” to “Send this message to your visitor” as follows:
Last of all, add your conversation starter and hit “Save Rule.” You’re good to go!
Once you’ve got this in place, when someone clicks on your PPC ad and arrives on a page with your UTM parameters, your custom, targeted conversation starter will pop up and get them talking!
Remember, as you’re getting used to this, you may not get a ton of chats right off the bat. As with site optimization, you’ll probably need to test a bunch of different prompts until you find one that really catches your traffic’s attention.
Still, in our experience, creating targeted, conversation-starting chats can be a tremendous way to boost the conversion rate of your page.
So, take a bit of time, come up with some chat prompts that address the real reasons why people are on your site and start testing!
What do you think of this strategy? Does it make sense to you?
Once you’ve tried this tactic, let me know what your results were in the comments!
About the Author: Jacob Baadsgaard is the CEO and fearless leader of Disruptive Advertising, an online marketing agency dedicated to using PPC advertising and website optimization to drive sales. His face is as big as his heart and he loves to help businesses achieve their online potential. Connect with him on LinkedIn or Twitter.
