Improving the customer experience is simple with automated customer relationship management tools.
When applied correctly, these automated tools can single handedly improve the customer experience, all while boosting your business’ bottom line.
Why Automated CRM Matters
How do you manage your customer relationships? Gone are the days when business owners turn to unmanageable spreadsheets.
Modern business leaders are increasingly implementing automated customer relationship management tools to better manage their contacts.
Automated customer relationship management comes in many forms, from personalized emails to targeted customer recommendations on a website based-on past purchases or interests.
Today’s CRM tools offer scalable personalization, no longer leaving personalization for a few “best” customers, but to all customers. CRM also leads to higher customer retention rates, which is key.
Returning customers will spend 31 percent more than a new customer, and retained customers are 60 to 70 percent more likely to buy from a business that they already have a relationship with than a customer who’s never done business with you.
CRM can also give you freedom, freeing up time from tedious tasks like data entry and customer information recording.
Essential Webmaster Tools
Customer relationships are the driving force of your company.
An automated and cloud-based customer relationship management tool, such as Infor CRM, can help you maximize the impact of every single customer interaction through industry specific capabilities, flexibility and scale and deep integration.
Infor CRM gives business leaders and their teams a seamless, easy-to-use platform that can be accessed across all teams, helping your company to work smarter, not harder, with a functional user experience.
Customers come to your website to learn more about your goods or services. Your website is essentially an online version of a storefront for your business.
Here customers can get a glimpse of what you stand for, learn about your company and browse a selection of your offerings.
But who can they turn to when they have a question?
Think about the last time that you were in a department store.
You were probably looking around, getting to know the company, and then you had a question. You likely found a store clerk to talk to.
Like a store clerk, automated messaging services such as LiveChat can give your customers the chance to get answers to their questions without sending an email or dialing up your company by phone.
Real-time answers can inspire purchases and keep your existing customers returning, and impress your first time clients.
In fact, according to LiveChat data, visitors invited to chat are 6.3 times more likely to convert into customers than those who don’t chat.
Modern Customer Self-Service
Today’s customers are more connected than ever before and these digitally savvy customers often act on their own timeframe and terms. Make sure that you offer what these connected customers need with a self-service portal on your company’s website.
The Salesforce Self-Service portal allows you to design and build mobile-friendly, and branded, portals that can enhance the customer experience. Best of all, the low-code option is easy to use and deploy.
Your customer relationships and your bottom line are related.
But despite the priority placed on content marketing, many companies aren’t tracking the performance of their content.
Thirty-seven percent of content marketers never complete a content audit, a survey of 10,030 marketing professionals found. This helps explain why 95 percent of content fails to generate engagement, as Beckon research shows.
Investing in content marketing without auditing your performance risks wasting money. It also robs you of the opportunity to improve your marketing efficiency and boost your return on investment.
Here are five best content auditing practices to help you get the most out of your marketing efforts.
Determine the Goals of Your Content Audit
When you are done with your content audit, you should have a list of all your content pieces’ URLs and titles, along with an evaluation of each piece’s performance and a determination of which steps to take next.
Possible next steps can include leaving content as is, removing it or updating it.
Content audits are usually undertaken for two primary reasons:
One reason is to evaluate your site’s search engine optimization performance by comparing your page rankings for your target keywords against on-page SEO factors to make improvements. In some cases, you might be evaluating your site’s SEO to remove technical problems such as broken links.
The other major reason is to evaluate content marketing performance factors that measure user engagement, such as page visit metrics and social shares. You can also include both of these goals in your content audit.
Take a Content Inventory
With your goals in mind, the next step is to take a thorough content inventory.
Crawl all indexable content, or if you are doing a technical SEO audit, all crawlable content, says Inflow director of marketing Everett Sizemore.
This will provide you with basic information about your pages such as URLs, titles, descriptions and on-page metrics. You should then gather any additional metrics you need, such as information about internal links, backlinks and traffic.
Prepare for Ecommerce Optimization
Tools such as URL Profiler can assist you in collecting the data you need and exporting it into a spreadsheet. You’ll also find it easier to take content inventory if you use a good ecommerce content management system to upload and manage your content.
For instance, Content Analytics provides online retailers with a single interface for managing product page content and ecommerce product page optimization across sites, while also providing you with built-in analytics tools to see how your pages are performing.
Display Your Data as Actionable Information
The next step is to take your raw data and display it as actionable information.
This involves supplementing your data with a performance evaluation for each piece of content, along with a prescription of what next steps should be taken to improve, apply or eliminate that content.
Do this via your content management system or on a spreadsheet or dashboard tool.
Apply Your Findings
With your data displayed in a useful format, you can begin reviewing individual items and determining what next steps to take.
For example, you might begin by looking for SEO issues that could cause an algorithmic or manual penalty to be applied, such as quality, duplicate content or relevancy issues.
You can then present your recommendations in a report for your team to take action on.
To get the most out of your content audit, consider auditing your competitions’ sites as well. This can help you identify where your competition is outperforming you, as well as any weaknesses they have that might represent opportunities for you.
Did you know you could lose at least half of your customers if you don’t respond to their questions quickly?
According to Forrester research, more than 50 percent of customers said they would likely abandon an online purchase if they can’t get answers to product questions.
If you don’t have a plan in place to address your customers’ needs, consider implementing live chat into your website.
Here’s the why and how:
Let’s Talk A-Bot It
In the past, the decision process for implementing live chat was deciding who would be responsible.
The support team?
A new option has emerged and growing fast: chatbots or virtual (non-human) assistants.
A chatbot is designed for providing a quote or appropriate phone number, while virtual assistants (think Siri) are built around machine learning and artificial intelligence (AI).
Early stage companies will often want the control of having team members operate live chat, as one sales rep can handle four to six chats or more depending on level of detail needed, and the entire experience can be controlled and monitored.
However, as your company grows, if you’re not considering chatbots or virtual assistants in at least some capacity, you’re ignoring a growing trend. There are powerful chatbot solutions in many market segments, for example finance and automobile sales.
Live Chat Implementation Checklist
Live chat is not a turnkey solution.
The process requires not only choosing a live chat vendor, but training team members and deciding how and when live chat will be available for site visitors.
Here’s everything to consider:
Purpose: What is the main goal of the live chat service?
Reactive Lead Generation: The most traditional form of live chat. Sales reps chat with visitors and treat them as inbound leads.
Technical Support:SaaS products (web-hosted applications like Salesforce and Zendesk) that require backend installations open up live chat as a developer resource. These leads will be CTO-types looking to estimate the required resources for setup.
Product Support A support rep or customer success team answers questions and provides product education for visitors. The conversation is transferred to a salesperson when required.
Format: Where live chat will display and for whom?
Homepage/entire website: Create rules around when users will be notified about the chat option and when the chat should be hidden, such as on a specific “Request a demo” landing page.
Pricing page: If you’d like to get started by testing the service, implement on the pricing page and have sales reps experiment with coupons and discount offers.
Trial environment: Live chat becomes increasingly important for trials. Users will have questions as they consider long-term applications. This is where quality live chat support can be the tool that wins a new customer.
Guidelines: Standards for success and optimization
Response time: Pick a number and stick to it. Visitors may leave your site if they don’t see the average response time posted. This can also be used as an internal metric for evaluating sales teams.
Follow-ups/Nurturing: Fortunately for sales reps, quitting a chat mid-conversation is not like hanging up a phone call. Their information can be collected and sent to integrated customer relationship management software. Sales reps can then create follow-up campaigns for these leads. Make sure this process is ironed out before implementation.
Channel management: Make sure prospects get the same information through live chat, social media and on the phone. Canned responses and FAQs can be used so the whole company stays on message. Some vendors combine live chat services with call center software so teams can keep things centralized.
Uncommon Ways to Get More Patients and Clients For Your Practice This Week
What is the #1 priority for a local Chiropractor’s business?
The main goal of a service based business like a chiropractor’s and doctor’s office is to service existing clients and attract new ones.
To grow, and to stay financially healthy, it’s all about a creating steady stream of quality paying clients and to help them solve back pain issues and joint problems.
The chiropractor provides total relief along with education and support. You help your patients get back to wellness and enjoying their lives.
The inbound traffic activity can be done in many ways, we’ll talk about Facebook ads in this article.
A predictable way to generate leads is what you need. If you don’t have the lead flow, you are a month or two away from being out of business.
While Facebook can drive traffic and leads, you also need to show up as an authority chiropractor and doctor. That means you provide value first, even if they don’t buy on the first touch point.
Adding more content to a blog or page may be fine, but it’s not where you win. Rather, think of the new way of serving online as “context”. And, how you present your messages. Create client magnets that add value, and drives results for your business. Communicate your narrative that offers solutions, but give you the benefit – without the audience knowing it.
Don’t just be another service provider where you compete on price or being cute with flashy graphics.
Focus on these three things:
the right message
positioned to your right audience and
at the right time
Too many chiropractors focus on selling “the thing”. Instead, think about this concept: “If somebody is looking for a mattress, don’t sell them a mattress. People are looking for a better night’s sleep.” So, instead of focusing on the what, focus on the why.
Fear of loss is a great motivator for a health-care practice marketing and messaging approach. This chart displays four quadrants. It shows that people generally move away from something (loss), or towards something (pleasure). For you, that means focusing on your messaging on the right side. Sell solutions, not prevention, a much harder sell.
Quadrant Figure: Writing copy for your prospect’s why. Who are you to them under this model?
You need to start considering yourself a marketer, even though you don’t have to do all the work yourself. It’s a mental shift, and making it a priority along the way. It also means that you need to be shown in the market place as high up as possible on this pyramid of expert-ness:
Expert Chart: Serve above the green line!
With Facebook ads it’s easy to get this framework started.
The struggle to acquire new clients and retain existing ones is not a straight path – and especially when considering growing competition and an increasingly crowded marketplace.
A quick mention on Adwords vs. Facebook
Facebook ads are like Google Adwords in that they both display ads.
However, the underlying technology works differently. Adwords is more focused on keywords searched (intent driven), whereas Facebook ads places your ads in front of people who weren’t necessarily searching for you. It’s “interest” based. With Facebook ads, you can place ads in front of people that didn’t even know they needed your services.
You can also promote your practice and place ads in front of people who already “like” and “follow” you, visited your website, etc. That includes targeting and finding people who like other pages and resources that are related to your business.
With Chiropractors and related practices in the local services based, health-care industry, we see a high under-utilization of one of the most powerful tools in the Facebook Ads Platform, the “pixel”.
Editor’s Quick Case Study:
We researched 10 local chiropractors in the Torrance region in Los Angeles, and NONE were using the Facebook pixel at the time of writing!
The Secret Weapon: Facebook Pixel for Chiropractors And Doctors
Using this pixel code, you can make use of actions and usability patterns from your website to make Facebook ads more efficient and effective.
Some immediate benefits are:
Track conversions across multiple devices
Measure ads spend and your ROAS (return on ad spend)
Understand and analyze your audience better
Optimization intelligence to show ads to people who are most likely to engage – from signing up for a presentation, book a call for a free consultation or join your monthly newsletter
Improve your audience by finding new clients and retargeting visitors that already found your website.
Remarket (present ads) to ONLY those who to a specific action
Make use of automatic Dynamic Ads (multiple products lists) to increase relevancy, and lowering click costs from reaching specific goals, like link clicks or conversions – and ultimately, sales.
Once installed (either directly on your website, or as part of Google Tag manager (recommended)) – you’ll track data to understand how people are behaving on your website. It’s like Google Analytics in that way, but for Facebook, you can see data points inside the platform, and easily see how many conversions were reported from your campaigns.
In this quick “Facebook Ads Targeting For Beginners” infographic you’ll learn something smart. Focusing on a “warm” audience first (#1) is of greater benefit to you. They will already be pre-framed with a positive view of you. In other words, when you show ads to them, they’ll be easier to reach, communicate with – and with a possibly lower click cost. Here’s the run down of Facebook targeting priorities when first starting out:
Infographic: Facebook targeting for beginner campaigns
Reminder – this is the ONLY thing that matters in your business:
Incoming calls for information, appointments and credit card processing options are the only things you need to care about. These bring in the revenue.
Optimizing at the ad campaign level and the ad levels is important, but the landing page(s) (offers, specials, webinars, etc) and the marketing funnel from first click to last is essential to get right. That means that your product offer, placement (mobile, desktop) and locale will be necessary. And, the targeting, bidding and interests are set at the ad set level. Copy and images (videos too) are used within the ads level:
Ad campaign structure, Facebook For Business: Campaign, Ad sets, ads.
The example graphic below of moving a customer from point “A” to point “B” is key in your business (restore their their back to a healthy condition), but is also important in the traffic generation models. The first click starts on the left, and through a series of steps (maybe a phone call), an appointment and subsequent client agreement is completed):
The path (steps) from pain “A” to success “B” with a Chiropractor and their website:
Figure Sales Funnel: Moving a person from cold prospect to paying client.
Important: It’s about the right click, not “lots of clicks”. That means the first touch point and message should be congruent all the way to the final transaction. Congruence and relevancy is essential for success with Facebook ads. The copy is important, as is the creatives (images, videos).
New Facebook ads will on average take 24-48 hours of run time before you can check if the ads are working or not.
Sure, bigger daily ad spends will get you data faster, but most don’t want to invest a lot day one.
The ads and the targeting take some time to mature and for the Facebook ads algorithm to work. We recommend 2-3 days before tuning and tweaking a new Facebook ads campaign in local markets. Then, you can decide if you copy and paste campaigns (never delete) and begin to change images or drill down with “flex targeting”.
TIP: If doing this yourself, be aware of mind tricks. Emotions and mindset has ruined many potentially good Facebook ad campaigns. Simply because you or your ads manager killed the ads too fast!
Here’s how to install and use the Facebook Pixel for Chiropractors:
Check to see if you or somebody else on your web team has installed the pixel already. You can use and check with the Chrome plugin from here: https://developers.facebook.com/docs/facebook-pixel/pixel-helper – it works in the background to review websites code that show if you have the pixel installed or not – and if there are any errors.
Click “Set Up Pixel” and select the best option for you. (You have three options, but select “Manually Install the Code Yourself” for this example).
Once placed, refresh the page to make sure it works, and see the point #1 above to make sure it’s recording correctly. Inside the Facebook Ads Manager, you’ll see the event recorded as “Active”. It may take a few minutes, so please be patient before refreshing again.
You now have the pixel placed, and all your website pages will “fire” based on events on the pages as they are rendered by visitors. (Note: advanced options exist to customize for “custom conversions” — where Facebook records activity specific to a page or URL that you want to track.)
Example of The Facebook Pixel Helper: (As found on the Chrome Toolbar)
Now that you have everything installed and configured – you can let data accrue from organic visitors (SEO) and paid traffic ads.
There are more aspects to be included in a successful practice for marketing. Consider all of these:
Branding and PR
List building (capturing emails, building the relationship ongoing, auto-responders, email sequences)
Copy & Copywriting (unique message for target audience)
Program launches and ever-green content
Staffing and outsourcing
As you dive deeper into Facebook Ads for your family medicine business, you can:
Display ads based on visitor behavior and actual website traffic (retargeting)
Show ads based on similar audiences (lookalike modeling)
Create custom audiences from existing buyer (CRM) data (show ads to previous buyers)
Drive traffic and “boost” posts inside your Facebook Business Page based on engagement (likes, followers)
If you find yourself caught with the shiny object syndrome and need help, learn more below.
Get Leads From Facebook In 7 Days, Without Doing All The Work?
This post should probably have been called “Social Media Selling Secrets: 26 Strategies On How to Sell for ROI in Social Media”.
In any online business setting, there is simply no need for social media unless it converts. That means “a sale”, or that the visitor hits a specific goal or event that you have outlined in your social media marketing strategy. This level of planning will lead your prospects into a helpful, client / customer-focused funnel that informs, educates, inspires and CONVERTS.
It’s no secret that social media services such as Twitter, Facebook, LinkedIn, Pinterest, YouTube are powerful promotional tools when used properly.
However, many businesses are promoting themselves on social media in entirely the wrong way.
You’ve probably seen more than a few people using social media like this; they contribute nothing to the community and never bother to broadcast updates unless they contain self-serving links or offers. They put as little effort as possible into building a viable social media presence and receive almost nothing in return.
To promote your business successfully on social media, you need to realize that social media can help bring targeted leads to your sales funnel, but social media itself isn’t the funnel. Social media also isn’t a self-piloting machine; while you can effectively promote your business on social media while spending almost no money, time and effort are required. Use these tips to maximize your return on the time you invest.
1. Offer something to new followers.
People will rarely follow your business on social media simply because you ask. To encourage people to follow you, offer something in return such as exclusive content or a discount on their next purchase.
2. Humanize your social media presence.
Social media is an opportunity to give your business a face and add a personal touch to the often impersonal world of business. Let social media users know that following you creates an avenue through which they can obtain personalized help and support.
3. Funnel traffic from social media to your website.
Ultimately, the goal for your social media presence is to encourage your followers to visit your website. Some of the ways in which you can do this include linking to your most recent blog posts and offering a free product such as an e-book.
4. Funnel traffic from your website to the desired action.
Once your social media followers reach your website, you should have an action that you want them to perform and a funnel designed to guide them toward that action. In the beginning, you can use the same sales funnel as the one you use for people who come to your website from search engines. As you gain experience, consider setting up separate sales funnels that specifically target your social media followers. Your followers are people who already know your company and have warmed up to your offers; be mindful of that fact when designing your social media sales funnel.
5. Make sure the funnel converts.
If your sales funnel doesn’t generate sales, your promotional efforts on social media will be unsuccessful. Set up a system by which you can track the ratio of visitors to conversions and tweak as necessary.
6. Post occasional “share bait.”
You can gain new social media followers by posting content that your existing followers enjoy and share. Potential “share bait” may include a viral video or a massive list of resources related to the field in which you do business.
7. Connect your website to social media.
People who find your website through search engines but don’t purchase immediately have potential value as social media followers. Make sure they have a way to follow you quickly by clicking a button on your website.
8. Every social media update shouldn’t be an offer.
If you only post sales offers on social media services, you’ll lose followers as quickly as you gain them. The majority of your posts should be pure information; sales offers should be the minority.
9. Watch related hashtags.
If you use Twitter, follow the hashtags that are relevant to your business. This puts your finger on the pulse of the people who are talking about your industry and the topics related to it.
10. Even non-buyers are valuable.
A social media follower doesn’t have to be a customer to be valuable to your promotional campaign. Followers share content that they enjoy; every update that gets shared or re-tweeted can bring new followers into the fold.
11. Social media is more than a platform for broadcasting new blog posts.
People follow your business on social media because they want the personal touch. If your social media profile has no purpose except to advertise your latest blog updates, you’re missing the point.
12. Serve others, too.
Every social media update doesn’t have to be self-serving. Post interesting content and offers occasionally even if you have nothing to gain. This builds trust and makes your own offers that much more compelling.
13. Ask your followers for help.
If you engage your followers and make them feel valued, they’ll be there for you when you need evangelists. If you need help getting the word out about an event or promotion, don’t be afraid to ask for it.
14. Be there for your followers after the sale.
If your followers use social media to contact you for support after they buy, do your best to provide help courteously and promptly.
15. Comment on trending topics.
If you have something of value to add to a topic generating a great deal of social media interest, do so. Trending topics receive a great deal of attention on social media and a valuable comment could gain you new followers.
16. Add a photo to your profile.
Your social media profile should have a photo that projects the image you want your business to present.
17. Utilize the strengths of each social media service.
Every social media service is different. For example, Twitter is often utilized by mobile phone users who don’t have the time to read long blog posts on handheld devices. Make sure that you play to the strengths of your chosen social media service.
18. Give your updates engaging headlines.
Think of each tweet or other social media update as a news headline; craft it carefully so it grabs your followers’ attention and makes them want to know more.
19. Follow the people who follow you. (with discretion)
When you gain new followers, follow them as well whenever possible. Social media gives you an invaluable opportunity to learn about your customer base.
20. Manage your reputation carefully.
Content posted on the Internet lasts forever. Your business’s social media profile is not an appropriate place to post party photos and other potentially embarrassing content.
21. Stay relevant.
In most cases, people who follow your business on social media aren’t interested in your personal life. Stay on topic at all times.
22. Minimize links in social media updates.
Every update that you post on social media shouldn’t contain a link; some of it should be content for content’s sake.
23. Pictures and videos have value (more than you think).
Some of the most engaging content that you can post on social media includes media such as pictures and videos; utilize different media types whenever possible to keep your followers interested.
24. Break the ice with potential new leads.
If you spot a new follower who is involved in your industry or is highly likely to become a customer, don’t wait for him or her to come to you; break the ice and introduce yourself.
25. Time updates for when people will read them.
When people wake up in the morning and have dozens of updates or messages waiting to be read on their favorite social media service, they seldom read carefully. Don’t send your social media updates at midnight; time them for when people will be most likely to read them.
26. Try new things frequently.
The landscape of social media changes quickly and this week’s “can’t miss” promotional strategy might be old news next week. Learn from people more experienced than yourself, but never be afraid to try your own new ideas.
ACTION STEP: If you want to learn more and how to build strategies for social media visibility and expansion, click here.(A free 15 minute session like this can change your business direction. Forever.)
Marketing in a widescale manner is like firing a shell from a shotgun:
The massive blast sends projectiles flying everywhere, so chances are you'll hit something, but likely miss hitting your target, or audience.
Contrastingly, multi-channel marketing is like firing heat-seeking missiles: Each missile takes a different route, but they inevitably wind up reaching their intended targets, or audiences.
To market effectively, you'll need to do a little bit more than launching — or delivering — ads at consumers through every possible channel.
Instead, focus on adhering to conventional marketing principles, while also utilizing the latest behavioral analytics and technology.
Here are a few recent trends and lessons in multi-channel marketing that businesses are employing to establish an active, potent presence across various mediums, while making sure to stay on target.
1. Online Live Video
Operating a YouTube channel is a good way to build an audience and reach specific markets. However, using it efficiently as part of a multi-channel marketing campaign requires more than simply posting video advertorials.
Today, the most successful brands on YouTube use the platform to build audiences and brand awareness. From there, these companies' main objective is to direct subscribers to their website to convert them into customers.
To do this, multi-channel advertisers use a conventional call-to-action marketing tool that essentially tells their viewers what to do, how to do it and why to do it. However, they pair this with a modern trend: live streaming videos.
A prime example of a brand that does this well is Dunkin Donuts.
The video hit both YouTube and Facebook and incorporated the company's website at the end.
2. Cloud Contact Centers
Traditional call centers have fallen out of favor since the costs to operate and maintain them are astronomical. Indeed, the price of purchasing or leasing a facility — in addition to managing annual operating costs and employee salaries — equates to a budget-eating call center. In the end, call centers offer little to no ROI. Cloud contact centers, on the other hand, require little to no capital investment and pose lower integration and start-up costs.
In addition to being more fiscally prudent, cloud contact centers offer more applications than their archaic predecessor (the call center), which are limited mainly to, well, calling.
Cloud contact centers can reach target markets through more channels, such as email, chat, SMS and social media. Plus, these call centers can reach more obscure audiences, making them ideal for multi-channel marketing campaigns.
3. Customer-Turned Advocate
Potentially the most significant, current multi-channel marketing trend forward-thinking companies are adopting is allowing influencers — from everyday people to celebrities — the means to advertise products for their favorite brands.
Though not a new concept, advocacy marketing has demonstrated a resurgence, as it lends itself quite well to online platforms.
It can be organic or orchestrated, but businesses must pay attention to the behaviors of its consumers and anticipate their needs if advocacy marketing is to be used effectively.
Furthermore, providing consumers with more options through multi-channel marketing means brands must engage with their customers, provide them with options, and identify whom among this crowd demonstrates supreme knowledge of and passion for the brand.
These consumers then become featured brand advocates.
In the end, multi-channel marketing is largely about understanding modern audiences and motivating these groups and individuals to respond positively to a brand's products or services.
Though methods may change, marketing itself can be a fickle game — but keeping up with modern trends can assure your brand stays in it and remains relevant.
With big box stores continuing to lose some of their cachet, it’s no secret that e-commerce websites are quickly becoming the wave of the future.
And it seems to make sense; after all, many consumers enjoy the ease and convenience of making purchases quickly and securely online with the click of a button, rather than forging through traffic and waiting in long lines.
If you’re an e-commerce business owner, offering convenience and safety to your customers when they buy from you can help you retain and gain even more loyalty.
That’s what you should aim to do, anyway.
But just how safe is your e-commerce site and your customers’ sensitive information? If you’re not sure, here are some steps you can take to ensure your site exemplifies the height of security.
This protects your customers from potential theft.
2. Ward Off Hackers
Today, more than ever, hackers are compromising consumers’ credit cards and personal information from e-commerce sites around the globe.
In fact, web hacks increased a whopping 30-plus percent in recent years. As an e-commerce website owner, you must provide your customers and prospects with reassurance and protection from would-be hackers.
For example, red flags should be raised if several orders come from one customer with different payment methods or who lists contact information that doesn’t match their billing information.
Additionally, consider adding layered security to maintain the safety of your website and protection from hackers.
That’s why firewalls should take priority. And requiring customers to log in to their account to make purchases helps add an additional layer of protection, particularly from compromises on applications.
3. Invest in Military-Grade Cloud Data Protection
Implementing cloud-data protection that you can count on to protect your and customers’ information is non-negotiable for your e-commerce site.
If you’re in the market for a cloud-based solution, your research may point you to providers like Mozy, which offers military-grade protection to give you the security you need to safeguard customers’ information.
And whether you want to schedule cloud storage backups daily, weekly or monthly, Mozy allows you to choose and schedule accordingly.
Studies indicate that losing important files for even one day can cause critical damage to most businesses.
In fact, the loss of this collateral can compromise not only your financials, but also your good name — which can affect current and future customers.
Server protection is vital — and that’s why it’s key you choose a dependable service provider whom you can trust.
How can you make sure that your online campaigns are achieving their highest potential when there are so many factors responsible for their success or failure?
Are you split testing your content marketing, email marketing and social media marketing campaigns?
And with U.S. digital ad spending reaching $72.09 billion in 2016 according to e-marketers, why waste money on campaigns that are under performing?
Split Testing Provides Results You Are Likely Missing Now
Split testing, or A/B testing, is a method of experimentation that places two variables against each other to measure success rates.
Split testing landing page shows big improvement in conversions (recent leadpages testing results for a marketing offer after just 3 weeks)
The basic premise of split testing involves keeping one variable constant, while changing the second variable to see if it makes the campaign perform better. As a result, marketers are left with the best way to use each variable in a campaign.
With a variety of different online marketing campaigns, from email to social media, there are a number of approaches to split testing and the variables you can test to optimize performance.
Check out these suggestions for just a few of the main online campaigns.
Split Testing Content Marketing Campaigns
As split testing is working with variables, remember that only one variable should be changed at a time. Otherwise you won’t be able to tell the cause of performance changes.
As with other online marketing campaigns, content marketing involves a number of steps to consider:
style and subject of article
type of writer
length of article
image use or not
what publisher will post the article
position on the webpage
will be a call to action and what specifically
Each of these can be considered a variable during split testing, and will need to be tested individually to see what works best for you.
For example, as a beauty brand you might test different publishers by placing the same article on a fashion website and an online travel magazine.
From there, you can test the variable by keeping track of the number of comments, page views, how many times it’s been shared and whether the viewer scrolled to the bottom of the page to find out which publisher results in more audience engagement.
Split Testing Email Marketing Campaigns
As emails are sent directly to each individual customer, it is important to approach it in a manner that is both relatable and applicable to your target market.
Otherwise, audiences can often feel annoyed or like their privacy has been invaded. A great approach to split testing is to see what has worked in the past.
If you’ve noticed anything that definitely did not work, make sure to look into that particular variable.
Variables may include:
the type of call to action
…all of these can be tracked and can have an impact on open and click-through rates.
It may be a good idea to use tools to manage the success of each variable.
InboxGuru used in tandem with Infor CRM is a great tool for implementing, managing and enhancing email campaigns.
This method, alongside split testing, can be an efficient way to maximize performance.
Split Testing Social Media Marketing Campaigns
A great social media post often means targeting a specific audience with the right image and the right copy, posted at the perfect time.
Here are important considerations for social media post testing for performance:
Images and videos use
Style and tone of copy
Subject of the post
Time of day when posted
Frequency of distribution
These are just some of the variables that should be considered in your split testing process. In order to really get the best outcome from split testing, it is important to keep an open mind and maintain an all-encompassing approach so that you get the best combination of features in your campaign.
For example, try looking at your outdoor campaigns for social campaign inspiration.
Maybe a billboard you did performed well and the same image could be used on a social post?
Try being creative and don’t be afraid to test out different things.
Making a few adjustments to your online campaigns can ensure that your time, effort and money pay off.
Try split testing your online marketing campaigns in order to figure out what works best for your brand, and to ensure it’s performing the best that it can.
The creation of the Internet was accompanied by the development of innovative marketing and advertising strategies.
Scholars have attributed this new trend in marketing and advertisement to the need for businesses to improve consumer awareness, business image, and pass the corporate message.
One marketing and advertisement strategy that developed, in the recent past, is content marketing.
According to Rebecca Lieb, a marketing expert, content marketing is the creation and distribution of organization-related content in a bid to retain existing market share, attract new customers, and improve an organization’s image.
For this reason, content developed in should be target-oriented and attractive enough to pull customers to a company.
Content marketing is currently an important part of many businesses. This is because it has far-reaching effects on business operations.
This article seeks to discuss why content marketing matters in the contemporary economy.
As such, it explains how content marketing impacts brand building, traffic, and SEO.
However, proper application of content marketing businesses can be used to build an authoritative brand. This is because content marketing creates a unique perspective of a product or service in the consumer’s mind.
When businesses write content about a product or service, they often include the best attributes in the description.
Customers often gain necessary information, such as product specifications, how to use the product, and the merits of the products, from business content.
Therefore, consistent provision (create a content marketing calendar) of important details in your business content will improve the level of brand recognition, credibility, and loyalty.
In addition, if a product or service description aligns with a customer’s tastes and preferences, customers would trust that specific brand.
Therefore, it is imperative that businesses maintain high levels of honesty, consistency, and integrity, in their content marketing strategies, to ensure the development of an authoritative brand.
Ross Crooks, a contributor to the Forbes magazine, was of the opinion that brand building in content marketing entails more than cute descriptions.
Instead, the author believes that content for the brand building should incorporate camaraderie as well as accountability that would inspire companies to develop a product to match their content.
2. Web Traffic Increase And Visitor Consistency
Besides assisting in the development of strong brands, content marketing also contributes towards increased website traffic.
People usually prefer to learn about company profile, product, or service through content.
This is because content provides in-depth information about different aspects of a company.
This is usually achieved without incurring any expenses or costs – other than the work done for ongoing organic SEO campaigns.
However, for search engines to have your website as part of the primary search results, you should have high-quality content that is deemed relevant by the majority of the internet users. They provide a favor to you by “voting” for your website and pages with a link back to you.
Generating quality content and linking it back to your business or brand is often accompanied by positive repercussions.
The positive results often come in the form of increased traffic, increase in sales (assuming a good conversion funnel) or an improvement in revenues.
However, you should note that the content must be of high quality and possess the right keywords or phrases. High quality is considered to be expert in nature, authoritative and trustworthy (See the E-A-T model)
Today, low-quality content, which is rich in keywords no longer attracts customers and is often bypassed by customers and search engines.
There was a BIG uproar when announcements came from Google in the past, and filters and penalties were applied to some big blog networks. High visibility press announcements and comments from the Big G scares a lot of folks in the community. The truth is — when done right — outreach marketing and guest posting is a winning combination.
It is surprising to see that so many believe that when Google indexes web content (Caffeine indexer) it stores ranking information at the same time.
However, the Google search engine builds rankings instantly during the serving of organic results. And, it typically happens in milliseconds…impressive!
We know that consistently garnering top rankings in organic results can drive more quality traffic and lift a brand’s trust.
The question remains…
Is there a close to sure-fire way to affect how Google (and search engines in general) displays your web pages and properties at the top or on the first page of search results?
There is no easy answer… but subjects like crawling, indexation, topical alignment, semantic-lexical-logical words/phrases, relevancy, on-page and off-page tactics, authority and trust building are all important in this discussion. Clearly a lot to cover in ONE article.
However, this post is not a detailed or deeply instructive guide on how to impact all search ranking factors (there are 200 we know of).
Start With Optimizing The Crawl
Rather, we’ll discuss essential keys to success that begin with managing the search engine “crawl budget”. Or, as Google calls it internally: “host load”. It’s all about the number of URLs Googlebot can and wants to crawl.
Bot crawling is the first step in a series of complex tasks to get your pages seen on the first page of Google.
You must ensure that all your designated web properties are crawlable and that servers, pages and discoverable assets contain no unwanted search engine blocks. And, your information should be made available in text format which is what search engines still use.
You must also host your pages on a fast and scalable server infrastructure. A low crawl rate may indicate a low-quality site and will not get the “love” you need.
Essentially, you must allow the search engine bots (robots, spiders, crawlers) to access your designated content. The bot software should easily access, crawl and subsequently store (index) your information in their databases. Crawling typically occurs faster / deeper on high PageRank URLs, but other signals affect it as well.
The information you want search engines and users to find will be pulled and ranked instantly from these collected data sets.
Here are important considerations in this debate:
Does A Website Size Matter For Crawling?
If you have a website and assets that are low in count, you must still ensure crawlers can easily access these, but you will not need to focus on crawl budgets in the same way larger sites must. It’s all about balancing crawler frequency, crawler scope and server performance.
What Is A Robots.txt File For Controlling Spiders?
This is a text file, case sensitive: ‘robots.txt’ – that is stored at the root of your domain name location. You can access it by entering www.domain-name.com/robots.txt. You can block unwanted URLs, directories and file types. It can really help with duplicate content URL control and aids in strategically thinking about how bots (and users) can access your information.
Should I Use The noindex Meta Tag?
This is a meta robots tag that is placed inside your page(s). It’s great for conditional restriction of crawling or indexation, whereas robots.txt is typically easier to manage for URL patterns. If you are blocking a page with robots and then apply noindex to the same page it will not see it. However, a noindex tag applied on verified pages (for index exclusion) is a viable strategy for most webmasters. Search results will not show a “Cached” link when used appropriately. While a robots.txt exclusion may still show pages in the search index, a “noindex” will not. (…just wait until the bot has visited the page, and it will be gone. Or, you can remove it inside GSC (below), which is faster).
Can I Use Google Search Console (GSC) for Crawl Diagnostics?
Make sure to have Google Search Console (Google Webmasters) configured for your website. It’s like having a (free) 24x7x365 web doctor listening and watching your entire “body” at regular intervals. The tool provides many key data metrics to help you.
Pages must render properly
You must make sure pages don’t send negative signals to the rest of the site (error pages, on-site duplicate content, hacked pages, etc.). Redirection with a 301 header status can solve many of these problems. You can see these ‘problem pages’ inside GSC.
For example, if you have a large amount of “page not found” – you might leave them alone, but more often you can a) create an actual 404 page and provide logical navigation and content to help the user, and/or b) 301 redirect to the relevant pages or previous URLs (if you are doing a web migration for example) that were working before.
NOTE: Review data in Google analytics to see if these are (look at a wide range in the date history) heavily trafficked pages. Make sure to also look at conversion metrics.
Another tip to control ‘page dups and orphaned pages’ is to verify and provide the actual number of pages for bot management. Begin by using the ‘site:’ command in Google. Numbers are not exact, but it returns how many pages are seen in the index at that time. Compare those pages to your actual pages in your CMS or e-commerce system (actual pages, not product filters) and within the Google Search Console tool. It’s important to consider issues with faceted navigation and parameterized URLs (session ID’s) as well.
Check the “Links to Your Site” section under “Search Traffic” inside GSC.
Can I use Server Logs To Optimize My Website?
Download daily, weekly and monthly logs and scan them using desktop log analysis tools to get more details than analytics can provide.
There are massive amounts of significant data to help you optimize what you may have missed before.
You’ll access all the URLs that the various bots crawl on your site. Sort and filter by non 200 and 301 header codes to start and fix obvious page errors and redirect issues. Many advanced SEOs will use server logs, and you should too.
Do Redirect Chains Affect Crawling?
These pesky redirect chains are not visible to users, but can be a nuisance over time, and especially on large websites. Search engines must deal with them.
If you are going through a web migration, moving to SSL, or digging into historical data, or upgrading your URL structure (including use of trailing slashes or not) – it’ll be something you’ll want to address. You want short and concise 301 redirects.
What Are Common Filetypes That Google Can Index?
While the list below is usable for crawling, try to stay within recommended guidelines: Create & submit content that is text-based. (reference)
While Google enjoys major market penetration globally, all search engines crawl pure text based assets. You can use rich media, but make sure to add specific meta information via text as much as possible.
For example, you may have a relevant and educational YouTube video. Since Google cannot crawl the video, ensure that all meta data is provided in text format.
If you are embedding a video on your blog, provide rich text around it – within the body of your page content, including a link to it on YouTube.
If Google search results pages display video results for a query, you may be showing up next…once you have optimized it.
How To Find Filetypes In Google?
Do you wish to find certain filetypes in search? When you search in Google using advanced search operators – and with the filetype: search operator, you can filter by filetypes. Alternatively, you can find terms within them. Its basic construct looks like this – filetype:doc [term].
Here’s an example of finding Powerpoint files with a specific term: affordable health care act filetype:ppt (copy)
List of Filetypes:
Adobe Flash (.swf)
Adobe Portable Document Format (.pdf)
Adobe PostScript (.ps)
Autodesk Design Web Format (.dwf)
Google Earth (.kml, .kmz)
GPS eXchange Format (.gpx)
Hancom Hanword (.hwp)
HTML (.htm, .html, other file extensions)
Microsoft Excel (.xls, .xlsx)
Microsoft PowerPoint (.ppt, .pptx)
Microsoft Word (.doc, .docx)
OpenOffice presentation (.odp)
OpenOffice spreadsheet (.ods)
OpenOffice text (.odt)
Rich Text Format (.rtf)
Scalable Vector Graphics (.svg)
Text (.txt, .text, other file extensions), including source code in common programming languages: