Well that is great, but honestly SEOmoz can't succeed solely on increasing PRO memberships. The truth is, there is a lot more to it than that. We have a recognized brand with expectations on it, and a community of over 300,000 people that come to us for the latest SEO information on the web. We can't afford to lose ground on either of those two. These are defining qualities of SEOmoz, and strong advantages over our competitors. So my three questions would leave me more complex answers, something like this:
The daily blog provides “life-blood” information to professionals in the search marketing industry. A decrease in visits to the blog indicates that we are slipping from “life-blood” to “interesting material”.
These are defining qualities of SEOmoz, and strong advantages over our competitors. So my three questions would leave me more complex answers, something like this:
SEOmoz’ AnswersSell More PRO Memberships Serve Current Customers What’s my website trying to accomplish?
SEOmoz’ Answers Sell More API AccessAnswers may change over time What’s my website trying to accomplish
Solar Impulse’ Answers Create Awareness Obtain FundingConnect With Professionals What’s my website trying to accomplish?
Which top metrics tell me if I am succeeding or failing?
Everyone’s AnswerAn increase or decrease in completed goals. Top metrics: are we succeeding or failing?
SEOmoz’ AnswersGaining or losing traffic to the sign-up page Increased or decreased traffic to the site Top metrics: are we succeeding or failing?
MMUair.com AnswersTop metrics: are we succeeding or failing?
MMUair.com Answers Gaining or losing traffic to: • pay-landing-fees page • private-jet-charter-quote page • increased or decreased traffic to the sitewould be key success or trouble indicators Top metrics: are we succeeding or failing?
SEOmoz’ AnswersWe have a globally recognized brand with a community of ~½ a million SEOs You come for latest scoop on SEO
SEOmoz’ AnswersWe have a very strong brand associated with TAGFEE What Are My Biggest Threats
SEOmoz’ AnswersA loss of brand association as: • Life-blood daily information source • The place where the industry conversation takes place • The premier journal to publish research • A company defined by TAGFEEWould all constitute major threats
Facebook Metrics Track “External Referrers”Click on Reach (under Insights in your sidebar)and scroll down to find “External Referrers.”You’ll see a list that shows how many timespeople arrived on your Facebook Page from anexternal site during a selected date range.Read: http://mashable.com/2012/01/20/facebook-metrics-marketing/
Social Signals Are Increasing Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
Social Signals Page B – the tweeted version – ranks #1! Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
Build Your Social Communityhttp://mashable.com/2010/11/15/biggest-facebook-brands/
But…• Those are big brands• My message isn’t simple• My target market is old fashioned• My case is complicated… it’s special
The Vatican Gets It“That interactivity — and the potential it brings to the churchs evangelization mission — is behind the Vaticans new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.” http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/
The Vatican Gets It“What we found is Facebook doesn’t just share information, it creates community,”“People begin talking to each other and sharing ideas.”Monseignor Paul Tighe Yahoo News, Dec 2010
Test Your TouchPoints• Change your selling touch points & style – Google, Yahoo, Bing, – Facebook, LinkedIn, Twitter, Google +, Orkut – Industry-specific social media groups – Country-specific social media groups – Affiliates, paid and unpaid ambassadors – Test, test, test… Then test, test, test….
Test Your Copy• Change your ads• Change your target markets• Change your USP• Change your images• Change your colour schemes
What Creates More Conversions?• Higher SERP rankings?• More images in SERPs?• YouTube videos?• More compelling copy in description tags?• More indexed pages?• ID the clog in your sales funnel and clear it
Productization• Pay attention to your best product/service – Make it better – Make it more prominent on the site – Change the target market – Alter the pricing or pricing model – Improve the USP – Package it with something else (upsell)
Customer Service• Track Lifetime Value of Your Client – (subscription based sales, especially!)• Ask why they’re leaving?• Improve your documentation• Say thanks for the sale – and congratulate your customers• Keep your products fresh – constant improvement
R&D• What are customers searching for?• Why AREN’T they buying?• Build products/services/packages to suit them
Short List of Things to Track• Buyers by sales volume• Bounce rates & bounce pages• Time on page & time on site• Number of ‘saved sessions’• Improvements over time• Full sales cycle of touchpoints & onsite actions