Our search behavior has changed the last few years. Content is everywhere, but a lot of it has poor quality. We therefore use longer search queries to find the best results. Google has also reported that 20% of search queries on mobile devices are voice searches, - this is usually sentences or multiple words. A study conducted by Ahrefs of search volume by keyword length, found 64% of searches are four words or more.
Your website is not just a place to explain who you are and the services your provide. Use the website to engage web visitors. Offer them content assets that will be of value to them, - make it about them and their challenges for top-of-the-funnel visitors, not you and your offering. Offer them ebooks, infographics, templates, checklists, and cheat-sheets.
Many websites are managed by IT staff or contractors, but it is then difficult for marketing staff to make changes and optimize the buyer journey. This often reduces the effectiveness of the website with less visitors and poor conversion rates. Go instead for a DYI website from a leading provider that ensures performance, responsive design for mobile and tablet, security, and SEO.
An effective website will help you attract new visitors, convert visitors into leads, and help you nurture leads to become customers. Many companies are stuck with websites managed by IT staff or contractors. It´s difficult and expensive to make changes, and the site is not integrated well with their marketing automation and CRM solutions.
I will in this blog post share technical ways you can improving your website performance, mobile responsiveness, security, and SEO. This will NOT cover the marketing effectiveness of your website, e.g. stickiness, bounce-rate. Use the below as a checklist for improving your website performance, SEO, mobile responsiveness, and security.
An effective website will allow you to attract new customers from internet search engines, social media, and referral sites. Email promotion is the easiest way to get website traffic, but this requires you to know - and have permission to use - email marketing. At least 30% of your total website traffic should be organic, and we have below provided you with a cheatsheet for getting more website traffic from search engines.
AIIM does a lot of excellent research that helps you identify the potential for selling solutions and services, but also establish a business case for change. AIIM has found that 40% of ECM sales is for replacing paper, 20% is for replacing digital landfills, and 40% is for replacing legacy ECM. Below are some of their worst research findings (or good if you sell scanning and content services...)
Content marketing requires a structured approach for generating traffic and nurturing leads to become customers. Below are 8 questions every marketer should ask for more effective content marketing.
Educational content allows you to attract new web traffic, turn web visitors into leads, and/or nurture leads to become customers. Below are our recommended steps for running a content marketing campaign.
We are seeing a massive change in how organizations identify, procure, and implement Information Management solutions and services. AIIM published earlier this year a research report identifying marketing and sales strategies from top vs poor performing solution and services providers.