Why is it so hard to change your web content? Here are some top reasons that we have observed:
-There are many people involved- on the technical back end side. These could be an in-house tech team or a vendor agency.
-Technical folks don’t seem to have clear instructions from their bosses. If you are the person doing the changes, your boss seems to give more priority to some managers than others.
-Organizational politics play a big role. A less powerful department manager asks for a “contact us” form on a particular page. “The contact form is already there on another page”, the tech person reasons. He/she now needs to discuss with the technical boss. And this could take weeks unless the requesting manager keeps reminding. In case the requesting manager forgets and the tech folks forget- it never gets done. Meanwhile, the advertising agency keeps spending money driving traffic to the department page. The results are lackluster.
2019 has rolled in and understanding the digital assault on Brands is timely.Brand owners don’t seem to Google their own brands. How could many brands with 1.5 star reviews still be in the market? Our guess is that managements don’t seem to checking. If they checked, they’d find solutions to this brand fiasco.
Google on the other hand depends on searcher feedback to make the search engine better and better. If people think that an answer is good that answer is pushed up in SEO and Google becomes better next time that query pops up.In the process, when more customers view a page or video it signals that it is answering the query the customer had typed. The customer really does not have to share a page on Facebook for the page to become better ranked. Views of a page against a search query is good enough to rank the page higher. This is the reason that we watch YouTube videos that have higher page views and traditional media talks about how many views a video or TED talk has.It ‘s hard to build a product like Google that automatically becomes better every time someone uses it. If you think about it, legendary brands like Coca Cola do not have an automatic machine based system of becoming better. However digital businesses like Amazon and Netflix rapidly use big data to improve their recommendation engines.Sometimes you do feel that the suggestions are right and not simply up-sell tactics.
The days of information asymmetry are over. Information is no longer power. And Google and other search engines are just getting started. The notion of the used car salesman trying to sell a “lemon” is a relic of the pre-internet era. Today, the entire history of a used car is available to consumers through servicesContinue reading “Educating the customer is a central task for marketers”
A landing page is a specific page on a website where a web visitor “lands”. Your web visitor could be a prospective customer looking for your solution or an existing customer looking for customer service. Your customer can get to your web-page or landing page in two ways a) through your content based SEO or b)Continue reading “Landing Pages for SEO vs Landing Pages for Advertising”
What if you could know what exactly your customer typed on the Google Search bar that led her/him to your website? The “search terms” report in Google AdWords is an amazing way to do just that. The search terms report tell you exactly what your customer typed on the Google search bar. The search termsContinue reading “What are your customers searching for? – The Search Terms report in Google AdWords”
It’s useful to think about paid web advertising (eg.Google AdWords, Facebook advertising) as Brand Building vs. e-Commerce: Brand Building: Brand building is more at the upper end of the sales funnel. The purpose of the advertising is to build awareness and inform the potential customer in the target market. A great way to understand howContinue reading “Why web advertising for e-Commerce is different from Brand Building”
Business owners tend to be fighting so many battles that they don’t seem to have the bandwidth to figure out how their customers find them. Here is a simple way to visualize how your customers think, when they Google something related to your business: They have a problem: The problem might be simple like lookingContinue reading “Are they looking for an answer to a problem, a specific service or your business?”
Screening sales leads for the digital age has become even more important. Here is why: You start a Google AdWords campaign and you start getting leads. Lots of leads. But as you start talking with the leads they don’t seem to pan out. Worse, down the line after signing up many of the customers areContinue reading “Five tips for screening sales leads for high value products and services”
Our readers ask How much do I spend on Google AdWords? An earlier post provided the strategy answer and this post presents three questions to ask for coming to a better decision. Here are the questions to ask: What were your inquiries before AdWords? Before AdWords you were getting inquiries. These inquiries could be fromContinue reading “3 questions to ask and decide how much to spend on Google AdWords”