That Time When a Powerpoint Presentation Was the Best SEO Strategy

A while back, a prospect came to us looking for help. Their search traffic had all but disappeared. Leads from the website were halved, and the president of the company had suddenly become embroiled in the details of SEO.

“We only got 13 links last month, and only posted 8 articles about our main keyword. We’re still ranked #27, we need to be doing better. Can you help us?”

We started like we do with most clients, by making a dashboard. In the top left corner, in bold numbers, we showed the revenue that the website was generating. In just three weeks – a relative nanosecond in a busy sales organization – the conversation changed.

“We only converted 10% of our leads last quarter. We need to improve that to make revenue go up. Can you help us?”

You Are What You Measure

The point isn’t that focusing on SEO improvements is the wrong thing to do, but rather that organizations need to improve the metrics they measure. Of course, traffic to your website is good for business, but given the choice between more links or more revenue, there’s a clear winner. After all, what are those links good for, at the end of the day, if not a means to revenue?

In the example above, the sales presentation became the priority because it became clear that it was the fastest thing that would affect the bottom line. But that kind of insight is impossible to gain if you’re measuring links and blog posts, not revenue and expenses.

After the pitch was modernized, the close rate nearly quadrupled. Then, it was time to get to work on filling the top of the funnel, knowing we could close almost 40% of the leads. For this president and her company, the change was fast. For others, it takes a lot more effort, but it all starts with how you classify success, and looking at how you measure it.

Companies that get it wrong confuse activity for achievement. How many emails did we send? How many meetings did we have? How many times did I follow up with that vendor? That prospect? How many pipeline moves did I make?

Companies that get it right focus on results and achievements, however they happen.

What are you measuring?

Top Three Reasons We Are Still Blogging in 2018

“There are millions of blog posts published daily, will ours even get read?”

“Blogging is so 2010.”

“What could we have to say that isn’t already out there.”

Blogging isn’t new. It’s been around since the mid-1990s. We’re not about to present to you a marketing breakthrough or some magnificent new way to do things. The takeaway here is that blogging is still very relevant and vital to your communication strategy. Here’s how it can help you today.

#1 – You Will Generate More Website Traffic

According to a 2017 Hubspot report, 63% of organizations report that generating traffic and leads is their number one marketing challenge. It’s no secret you are competing against a huge amount of noise for website traffic. On top of that, you want to make sure you are generating the right website traffic.

Let’s step back for a minute and think about how people actually search the web. Unless they are typing in a specific company or product, a search typically starts with a question.

So, do me a favor. Google this: How to hire better employees?

What are your results? Scroll past the ads, and you see content in the form of articles and blog posts. In fact, even the organizations that want to sell you hiring services have served up the answer to your question in the form of content from their blog. Your prospects are looking for information to help them solve a problem. A good headline and teaser text will turn prospects that are searching into prospects that click.

#2 – You Will Convert More Prospects

In this Age of Acceleration, a term coined by author Thomas Friedman, the power of individuals has been amplified by the internet. Information is readily available at your prospects fingertips. All of your prospects carry around little internet boxes that give them instant answers to their questions, and more importantly, they are using that power. Prospects are more capable than ever to research products and services on their own prior to purchasing. In fact, 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Source) Bottom line, you need to be there with the right content – content that solves a problem, answers a question, eases a pain point. This positions you to be the right resource for your customer’s needs, which turns prospects into leads.

#3 – You Will Think Smarter About Your Overall Business

The process of writing can help you think smarter about your own business. Creating content is all about generating ideas and answers, and you might learn a thing or two, or develop a few lighting strike ideas during the process. In addition to the writing process, tracking your content engagement also gives you insight into your target prospects and the information they want. Whether you outline content or draft a complete blog post, the thought process is a valuable tool for your business growth.