Tag Archive: content marketing

The Client Asks: “Why Is My Website Traffic Decreasing?”

Website traffic

I’ll start by saying that this question is more complex than it looks. Bad news.

But the good news is that you can uncover the issues impacting traffic, and/or jump right into resolution, depending on your timeframe and resources. Here are some of the top reasons for decreasing website traffic (assuming it’s even a metric you need to get worried about – see#1 below), with suggestions for resolution, as well as additional resources.

  1. First, know that the success of a website is not necessarily measured by web site visits alone. Additional metrics from Google Analytics should be considered. Ultimately, you want qualified leads coming to your site; rather than an increasing number of unqualified leads. Unless you can tell which you’ve got, it’s hard to make a judgement about traffic alone. If you know your site is set up well to drive traffic, then look to optimizing your marketing efforts as a start.
  2. In reality, businesses have to market a lot to drive traffic to their site. (I’m going to assume you’ve already optimized your site for SEO).
    1. Email is the most successful traffic driver. Make sure you’re doing all you can to collect the email addresses of your interested-but-not-yet-ready-to-buy prospects. If you are, then email them regularly with valuable content which includes links back to your website (and make sure there are good reasons why they should want to click back to your site!)
    2. The next best source of traffic is Thought Leadership, otherwise known as Content, i.e., blog posts, webinars, white papers, conference talks, etc.
      1. Frequent (but valuable!) blog posts drive traffic. A recent Hubspot study showed that “companies that publish 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.” . In other words, you gotta’ blog a lot!
      2. In addition, consider other content mechanisms. For example, host a monthly webinar series providing prospects with valuable and relevant industry information. Find well-known guest authors to write white papers for which you can require email addresses to download. Record any panel or conference talks you give, and then post that content on Slideshare, as well as your own site, after the event. 
      3. Finally, make sure you are distributing all this content across relevant social media channels frequently (this post shares frequency best practices)
  3. It may be that one or more of your competitors has done something new (such as increasing marketing efforts) and is suddenly drawing away prospects that may have gone to your site. It goes without saying that you should keep an eye on competitor marketing efforts.
  4. In the beginning of 2015, Google made a change to its search algorithm so that it now requires sites to be mobile-optimized in order to rank well. If your site isn’t truly mobile-friendly, it will definitely impact traffic.  
  5. Finally, there are a host of website technical issues that can impact website traffic (e.g., site load time, accidental duplicate content, expired SSL certificate, etc.). You’ll need your developer(s) to investigate these.

There are certainly other issues that can impact site traffic, but if you go through the list above, you should be able to turn that trend around.

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Actionable Content Marketing Stats You Should Know

content marketing metrics

Content Marketing Works & Research Shows Buyers Respond to It

Consumers’ average attention span is 8 seconds – 1 second less than a goldfish.

70% of consumers prefer getting to know a company via articles rather than ads.

57% — that’s how far the average B2B buyer is through the purchase decision before engaging a supplier sales rep.

Inbound (content) marketing delivers 54% more leads into the marketing funnel than traditional outbound leads.

Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.

60% of people are inspired to seek out a product after reading content about it.

The top content formats that B2B buyers seek to research a purchase include: whitepapers (78%), case studies (73%), webinars (67%), eBooks (58%), videos (58%), blog posts (56%), and infographics (52%). All other formats fall below 50%.

B2B buyers share these content formats more frequently with colleagues: blog posts (40%), infographics (39%), videos (37%), white papers (34%), case studies (29%). 

Blogging  Creates a Relationship with Prospects & Customers

82% of marketers who blog see positive ROI for their inbound marketing

80% of internet users are reached by social media sites and blogs

82% of buyers feel more positive about a company after reading custom content

78% perceive a relationship with a company after reading custom content

Companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads.

SEO & Keywords Meet Prospects Where They Are

B2B buyers conduct an average of 12 searches before ever jumping on a specific brand’s site.

61% of global Internet users research products online. 

SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Source)

Email & Lead Nurturing – The Most Effective Way to Convert

Emails sent via marketing automation drive 18x more revenue than email blasts.

79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.

Nurtured leads make 47% larger purchases than non-nurtured leads.

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.

Facebook – 72% of Online Adults Use It. You Can’t Ignore It.

Posts that contains photos make-up 93% of the most engaging posts.

Most engagement occurs towards the end of the week from Wednesday to Friday. [Source

Question posts get 100% more comments than standard text-based posts.

35% of users participate in contests, 42% like a page in order to get a discount or coupon. 

Timeless Twitter Tips

Image links can get 2x the engagement rate.

Tweets with hashtags get 2x more engagement

Tweets have a 12x higher chance of being retweeted if you ask for it, and 23x higher if you actually spell out the word “retweet” 

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>> Overwhelmed by the thought of creating your own content marketing strategy? Or simply need a one-off, conversion-friendly white paper, infographic, or case study? Email carla@3to5marketing and let’s generate some leads!

 

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The New Consumer: Adapt Your Marketing to this Connected, Communicative, Community-Oriented, Always-Clicking Digital Citizen, or Risk Being Left Behind

The new consumer — sometimes called “Generation C” — is:

  • Connected
  • Communicative
  • Content-Centric
  • Computerized
  • Community-oriented
  • Always clicking
  • In control

The New Connected Consumer

Today’s consumers have fundamentally changed their relationship with media and technology…and with brands. They don’t want to be talked at, instead they want to be invited to the discussion. And their online behavior has less to do with the year they were born and more to do with their attitide and mindset.

So, what does the new consumer want? And what should you as a marketer do about it? Find out in my latest presentation.

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