March 17, 2018

Organic Advertising Part II: In Order To Improve, You’ve Simply Got To Analyze!

Recently, in a post titled ‘Organic Advertising Part I: What’s Your Plan?‘ we looked at steps for creating a successful modern organic advertising campaign. Those included:

1.Becoming a Content Networker
2.Meeting Consumer Intent With Answers & Relevant Information
3.Exposing Them To A Current, Authoritative & Appealing Brand
4.Measuring Past To Optimize Future Content

In this post let’s look some more at step number 4, ‘Measuring Past To Optimize Future Content’Measure Past To Optimize Future Content

We all understand the power of good data, but often we accept the generic. We settle for spreadsheets and default reports on page views and unique users, etc. Sure it’s important to understand how much traffic has increased, but let’s not forget the web helps to qualify. So, in time [assuming you write good stuff] the question we should be asking is “what’s truly actionable?”

What Is Truly Actionable?

What sites referred traffic and how can we leverage that information to further engage their audience… now that’s actionable. Other words, go deeper and data mine for the real clues ! In our last post we said, general traffic growth data such as page views, unique visitors, repeat visitors, average page views per visit, subscribers and bounce rate are the obvious indicators of success and /or failure. They should be scrutinized month over month for growth or declines; however, the truly valuable information that spurs future success lies deeper in the data, including:

1. Examination of referral links and where referral traffic stems from is one. In doing so, a business may identify potential allies or even new target markets. Can you pursue them and possibly even reach their entire audience? Are there any links from influential bloggers, good directory sites or even highly useful Q & A sites? If so, will comments with back links and participation demonstrate an authoritative value to those audiences? Can you refer one another to each other’s audience or exchange guest posts? And by the way, those same referral links may serve as guidance for research into similar sites and audiences.

2. Examination of the most popular existing content, should influence future publishing. Imagine publishing lots of recipes, only to discover the audience was most enthusiastic for a post discussing the health benefits of a recipe. If that popular subject topic you discovered interest for, but had yet to focus content on could drive more referral links, bookmarks, subscription, traffic and new business wouldn’t you want to know?

3. Examine the searches driving traffic yet? Imagine you are a realtor targeting searches for Hoboken NJ Real Estate, placing incredible amounts of time & effort into publishing content with that very key phrase. Later, with analysis, you discover a post you did on Hoboken with the key phrase ‘Hudson Tea Building Condos’ is performing. It drives incredible search traffic and you can correlate it to a couple sales. Wow?!  Would that tell you something about targeting more specific local neighborhoods and buildings with informative content? Would it prove the value of more qualified local searching activity and writing to meet that intent? Have a look at this informative case study: The Long Tail’ as it Relates to Search Engine Visibility.

4. How are each of the social networks you automatically push content too performing? What’s in the data from those channels and how can we further optimize participation in those environments going forward?

Is It Working For People?

Says one Kinetic Knowledge client,

“Analysis is the only way to truly optimize what you do month over month. It tells us what topics attract visitors to our blogs, either directly or via Google and other search engines.”

On Modern Versus Versus Traditional Forms of Advertising AND Sales Conversion they added,

“It’s by far the lowest cost per impression of anything we do! Our blogs are outpacing PPC advertising for traffic and at fraction of the cost, approximately 30% [site mgmt., hosting, publishing, analysis, social networking & PR]. Blogs also seem to drive more engaging visitors than advertising and PPC. People come and read the blogs because they want to. We can also quickly see what people are reading and fashion our topics accordingly. Blogging also lets us maintain a relationship with our readers [via subscription] month over month. We found blogging attracts very loyal readers who are engaged with our brand. After 6 months, 97.3% of our subscribers remain subscribers. It eventually drives those readers to buy our product.”

Folks, the environment for advertising has changed. Each day 21% of all US- based adult consumers research their future purchases, so ultimately you have to invest in methods of advertising that meet the consumer intent online. It’s one thing to leverage a content BUT what stems from it is where you’ll continue to find your growth.