You can’t manage what you can’t measure, so make sure your measurement systems are in place. Collect as much information as you can to start, but only focus on managing one or two pieces. We look for trends in traffic (what brought them to your site), behavior (what they do on your site), and goals reached (how many actions did they take that you wanted them to take). Everything starts with measurement.
2. Hook up all the Google tools
These include Google Analytics, Google Search Console, and Google Ads. Get them all to communicate with each other. We know that Google continues to reduce the amount of information they share with marketers, but it’s still the #1 search engine and the information about the language your prospects use is invaluable.
3. Don’t guess at keywords
To get away from guessing you’re going to have to invest in some terms to get traffic. If your measurement systems are set up correctly, it’s worth the dollars spent to test and discover new search terms. Stop guessing and start looking for places where you can see actual search syntax. Most of our clients consider this approach to be a game changer.
4. Design content to match where your customers are in their decision process
If they are learning about possible solutions to their problems, one of which is your solution, help them determine where you’re a fit and where you aren’t. Knowing your customer’s decision process is a critical step in attracting more leads from the search engines. Be helpful.
As we say in the office, it’s a process, not an event. Everyone would like to have a single switch to flip in order to generate leads. It helps us to remember it’s a process and if we stick to the process, good things will happen. If you need help with your process, contact LeadGen Compass today.