Hey crew! Your friendly Editor, Mark, here with a quick note.
Mark your calendars for July 20th. We’ve got something a little bit different coming in the Daily Carnage on that day. We’ll have more info coming soon, but in the meantime, you might want to polish your best pieces of content…
How To Do A Content Cleanup (And Grow Your Organic Traffic)
If your boss swings by your desk and says, “We gotta increase organic traffic. How are we gonna do it?” You might respond, “Well, let’s just write and publish more keyword researched blogs.”
And that might work. It probably will actually. But you know what else will work and is even easier? Just delete content.
For real! But, like anything else, you need to take a strategic approach with this. It all starts with a content cleanup. The good folks over at Growth Everywhere are walking us through this today…
Pull the data from Google Search Console.
You’re going to want to find the pages on your website that are getting the most organic impressions but have a low click-through rate (CTR).
To do this, click on Search Analytics. Then make sure Clicks, Impressions, CTR, and Pages are all checked. One more thing – make sure you sort this by Impressions.
Now, scroll to the bottom and download the data.
Put your content into one of four categories:
- Keep – The post is on-brand and is good enough as it is.
- Remove – The content is probably an older piece that is totally irrelevant to your brand, doesn’t have many clicks, and has a bad CTR.
- Consolidate – This page is too short and there are other similiar posts you can combine it with.
- Improve – The content needs a few touch-ups to stay up to date.
The next thing you’re gonna want to do is flag any low CTR pages for review. If a page has less than a 2% CTR, you need to review it and see what’s going on.
For any low CTR pages, you might need a new title or meta-description. Evaluate both of those things. Whatever you do, don’t change the URL. Even if you change the title, don’t change the URL. Capeesh?
For any pages that you marked as “Remove,” delete ’em! Bad content is likely weighing down your whole website. Getting rid of the terrible content and fixing the weak content will almost definitely increase your organic traffic.
If you need step-by-step instructions, complete with screenshots, smash the button below for the full blog post from Growth Everywhere.
Customer Loyalty: The Ultimate Guide
Sometimes we come across articles that just weigh a ton. Not literally of course. But you know the ones that are so stuffed with wonderful goodness that we don’t want to dilly dally.
This is one of those times. We’re talking customer loyalty ’cause it’s important and you should have the skills to go all Jerry Mouse on your Tom Cat competitors. Hubspot, take it away…
1) Use a tier system reward levels of loyalty
Initial customers will have smaller rewards but can look forward to higher value rewards. This creates a long-term loyalty program that encourages repeat customers.
The key here is to make sure tiers are obtainable. Let’s say consumers replenish their razor supply on a monthly basis. You wouldn’t reward an initial buyer with 10 points for every purchase while the next tier up needs 10,000. That would take years. And we don’t care if you are handing out gold razors, that’s no bueno.
See how Virgin Atlantic Flying Club is handling their tier rewards system.
2) Non-Monetary programs around customer values
Surveying consumers on customer loyalty, CEB found that customers prefer loyalty for beliefs over the company itself. Go bigger than a 20% coupon. Non-monetary programs would be donating 10% of every product purchase to a related cause.
TOMS has expanded their loyalty program with the initiative to help surrounding communities.
3) Create a game
This strategy can bring in a super engaging fandom plus improve branding. Though there are a few pointers to keep in mind so customers don’t feel duped:
- Odds shouldn’t be lower than 25%
- Purchase requirements to play should be attainable
4) Scrap the “program” completely
We can’t remember who said it but it’s a simple concept. If you’re going the same direction as everyone else, you’re going the wrong way.
We’re not trying to hate on loyalty programs. They reap major benefits when done right! Instead, Hubspot suggests giving first-time users all the awesome goods up front. And… wait for it…keep giving it to them for every purchase.
That’s all we got, you know what to do for more ↓
An Apple Ad a Day
Oh no. What is it?! Ugh, come on… you JUST changed your password this morning. MUFFINS! That has to be it. M-u-f-f-i-n-s. No, of course not…this is just embarrassing.
You can’t remember it for the life of you. And now the anxiety of forgetting your password starts flooding over you. It feels like everyone’s watching you. We’ve all been there. Seriously, how the heck are you supposed to remember ALL of them? There’s just no way.
Apple’s latest ad puts a cinematic touch on this stressful moment we all know so well, and it’s pretty different from the Apple ads you’re used to seeing.
But, don’t worry. With the iPhone X, you’ll never have to experience this dreadful moment ever again. That’s right. Apple iPhone X’s Face ID isn’t fresh news or anything, but did you know your face not only unlocks your phone, it also works as the password to all of your accounts?
Go check it out. After all, an Apple ad a day keeps the doctor away… right? Right!?
“A brand is no longer what we tell the consumer it is – it’s what consumers tell each other it is.”