 Good afternoon. I am so happy to be here and I was in the opening remarks and I am floored by how many New people new first-timers we have here. Can you guys raise your hand one more time? Wow, that is so awesome. So welcome. This is my eighth word camp Atlanta So I am very much a veteran by now and it really is one of the warmest friendliest Conferences if you're an introvert like me I do challenge you please do make sure you get out and you go to the happiness bar and you talk to people and make Sure you get done what you really wanted to get accomplished here. So welcome everybody Our session today is so you want more website traffic and don't we all However, the session is not going to be talking about how to get millions of hits per month how to Crank out content like your life depends upon it like you'll see there the formula you use is quantity is king And I apologize to any affiliate marketers or bloggers or advertisers in the room who if you really wanted to hear this I understand if you do need to walk out But for most of us in the room, I imagine that meaningful traffic is really what we're after. So I believe that it's mostly WordPress designers and developers and users and marketers like myself here in the room And so I want to talk today about the kind of traffic we need that's going to further our businesses or our clients businesses So doing things differently Albert Einstein is credited with saying the definition of insanity is doing the same thing over and over and over again and expecting different results So however long you've had your website The traffic that you are getting today is a result of the actions and behaviors and things you've done up until now And that may be working well for you And you might want to take it to the next level or it may not be working at all And you're still not showing up for your own business name, which is a problem and we can talk about that later So here we're gonna talk about how to get what I call more strangers We always want people who have never heard of us before coming to our website in the B2B world We call that we use tofu the acronym top of funnel and that is how do you drive more brand awareness and Qualified traffic so that you can get them into your sales pipe one And so that's a lot about what we're gonna focus on today How do we get more strangers which is not what we were told to do when we were children so we want strangers So Clarity I think I've heard that word several times in the different talks today Nathan Ingram gave a great talk about when you're running your business clarity is such an important piece of it When you are taking your traffic to the next level obviously you have to be clear about what you're doing How you're gonna measure it what the ultimate goal is This is so important. We're gonna answer. Are you generating traffic or are you capturing interest? And what the difference is and what different marketing channels you need for each and we're gonna go through a couple examples And then again be open-minded to both free and paid channels There is a time and a place for both and I am a solopreneur I don't like to pay for things But I do wish that Businesses would be more open to paying for traffic faster than we have in the past because when you need results yesterday Sometimes you got to pay to make it happen and free is not free as we know There is a cost to the time and the labor and learning the expertise and sometimes if we just paid for it We would work out better. So we're gonna talk about when you do both So I was so excited. This is like one of my favorite slides that I put in because a Lot of times I see with businesses that They are trying to do they're trying they act and they market like they're marketing to themselves You have you know, we're all grumpy about certain things We have our own opinions on how things should be like for example a lot of people are resistant to putting a pop-up up And they're like, oh, I hate pop-ups, but they're incredibly effective So again, you might not be marketing to yourself And I just want everybody to make sure that your marketing mix is reflective of who we're trying to attract And this is so good. So Scary too. I was at a conference a couple weeks ago It was a PR conference and there was a session on the different generations And as much as we all love to rag on Millennials We made fun of every generation which was so fun because nobody can be offended if everybody's getting made fun of right? so Here's the thing to know is that if you are targeting ages 20 to 36 you're targeting Millennials I work a lot with schools and education companies and it's the parents. There are millennial parents who have these young kids who are considering Daycares and what schools to go to and things like that and how Millennials want to be marketed to is a lot different than other generations They want chatbots and they will refuse to pick up the phone too early on they don't want to fill out these long forms They don't want to have to go through a salesperson. They want to find out what they want to find out when they want it And that's why digital marketing is so big these days because of these preferences that these younger generations do have So in 2020 Millennials will make up 50% of the workforce and 35% of them are my multicultural, which is so awesome And if you know, this is really scary So the first graduating class of Gen Z is now out there in the world And so if you are targeting younger people ages 11 through 19 It's Gen Z who you're targeting now and they definitely have their own ways of behaving being the first true digital natives And then this quote right here by 2017 the millennial generation will comprise the largest online audience And they will have more buying power than any other generation and that was last year And so maybe you guys are aware of it Maybe not but you have to make sure again your marketing mix is reflective of who you're trying to bring to your website So why WordPress? I'm very much like Wayne's world like we are not worthy I love WordPress and I'll explain why in a little bit But WordPress is a platform that is just primed for visibility and for traffic It inherently gives us all the things we need and the right foundation There are tools at our disposal and what I call these non negotiable elements for SEO and for website traffic Like having a fast website where you have to be fast I mean, there's just no getting around the fact that if your website is taking 10 seconds to load You will never rank very high consistently for your terms. You have to be fast You have to be mobile friendly, which is a ranking signal more and more you have to be HTTPS So you have to have that SSL certificate and that is a ranking factor, too But it's also security. So again, these aren't all SEO things These are just things that you have to have to play in the 2018 world if you want more website traffic a clean and modern design plugins Customizations tracking and measurement all that is so easy to do on WordPress and believe me if you've ever tried to Get into the back end of a Wix website or Squarespace or some of these other ones And you will really appreciate WordPress for what it is and what it can give us And then again, I hope that this is No-brainer, but maybe not you before you prepare to do all this work trying to drive more website traffic Please prep your website. Please take another Glance through it if it needs to be redesigned if you need fresh images if you need better copy If it's slow, please do all those things first your foundational elements Because all the work you could do to drive the traffic there may be for nothing if you don't address some of your websites foundational issues again The happiness bar may be a good place to help out with that But I'm sure some of these things aren't a surprise to you if you need to update anything or just do a spring cleaning That's a really good thing to do So oh and yes, I put this in did I mention why WordPress is so amazing because of the community? So word camp does not end after this weekend There are WordPress meet-ups all over the city in the north and the south and the way way north All over so please find a WordPress meet-up The happiness bar again, so my very first word camp in 2010 I'll show you that in a minute. I plunked my laptop down I had just designed my my beautiful WordPress website and I plunked my laptop down and it had so many problems And I was like please help me and the developer who was in that room who I don't know who it was today like saved my life Like it was amazing. I think I spent like hours in the happiness bar, so please use that There's amazing volunteers So again, there's a whole community of people who are giving advice for free some really super smart people in this room So please do continue the conversation after this is over So just really quick about me is as I I feel so connected to WordPress because I feel like WordPress and I grew up together I started my business around 2008 2009 as a copywriter And I designed that beauty of a site right there And I'm pretty sure I stole the banner with like the coffee coffee and the tea and the little Wisps coming out. I totally think I grabbed that from somewhere that was probably trademarked and I stole all the images I just didn't know any better, but don't do that So I had my business and I I tried to learn myself I was trying to get business and I was failing at my copywriting freelance business Because I just was I didn't know how to get clients and people told me well I googled Atlanta copywriter and that's how I hired my copywriter So I was like alright, then I got to teach myself SEO and how to get up to the top for Elena copywriter And thank goodness for WordPress because you I'm not technical I had no idea how to go into the back end and do things and with WordPress you don't have to be so technical anymore, which is fantastic. So That was me and today I do other SEO and digital marketing things for the education world So also we're not worthy to teachers who teach all of our kids who are crazy today So I work in education world and do all today So here's what we're gonna talk about tactics and channels and which are the right Marketing mixes, I hope you do multiple things for you Selecting and prioritizing so here are a couple factors of course besides Time energy resources know how of these skills here are other things you have to think about when deciding and Prioritizing what should you do first as far as driving more website traffic? Pain-point awareness are people actively looking and searching for the services and the products and the information that you have That's something you have to ask yourself. Are they truly looking for you? How motivated are they and this is you know if you're starting to research if you sell mattresses I don't think anybody it's like I slept horrible last night. Let me go buy an $8,000 mattress I think there's a little bit longer sales cycle whereas With a DUI attorney for example like you probably need that person like ASAP So you have to decide how motivated is this person to buy There's sales cycle factors. Do you have to educate and convince people why they need the product at all? Why should they not go with an alternative or a competitor and then why should they go with you? How much education really is needed and persuasion? Do they already know you exist again and are your conversion expectations realistic as far as what these other factors say and what your Answers are and your business and industry how authoritative are you offline if you're still Brand new and you don't have a big offline presence yet Then things are going to take longer and you have more work to do and more momentum to build up And are you a commodity in the marketplace? Are you in a small niche and there's really only like 200 customers who you're really going after so this helps define what you're going to do and Just to make sure we're all on the same page Talking about website traffic This is in Google analytics if you look at your website traffic breakdown There are different ways that you can drive traffic to your website and so this is what we're talking about today There's organic direct referral paid search other which is the bane of our you know of all marketers existence like what is other? What is that traffic? Where's it coming from? Social media email marketing display marketing there are more options than that But that's what I'm talking about when I'm saying driving traffic. What is the breakdown of how you're bringing people to your website? So what I would like to do is talk about This approach right here, but let me tell you first what I usually see when it comes to content marketing Businesses say okay Here's what I want people to know about my products and services and they create content based on their products and services and information And that's one way to go about it. You do have to expand at some point, but that's a good place to start The next thing is okay. Well, here's questions people ask me over and over So let me create content about that and that's genius everybody should absolutely have an FAQs page if you don't And the third one which is really what I wanted to talk to you about today because it can drive such incredible results is Reverse engineering your content marketing efforts and the very smart Larry Kim has this to say and I tried to like chop it But it's just such a great long sentence paragraph I just had to include the whole thing But basically in addition to going after the people who are looking for the exact commercial keywords You're going after you want to go after higher funnel queries Informational queries that don't have as much commercial intent, but could buy us a future commercial search towards your brand And that's what I want to talk about today because that's what I find people are the most resistant to do But again, this is about getting more website traffic and amplifying your efforts So I wanted to start out with a couple examples real life businesses. The first one is this K through 12 reading consulting comprehension company Their goal was to drive more teachers to their website because a year ago. They had bought into hub spot they had set up like 50 opt-ins and And a whole sales pipeline and emails like it was very sophisticated and clever I was super impressed that they had 50 different avenues people could opt into based on the different sections and areas I had no idea reading comprehension was so in depth So they needed to get more teachers to their website and once teachers opted in they had a great sales cycle a lot of people usually converted into teachers or districts buying their training programs and Trainings and workshops, but they said okay. We have all this hub spot opt-ins We have we're ready to go but we have nobody coming to our website and so that's what our job was we need to drive a ton more teachers to the website and So what we did was we identified what I call these hidden gems. They are high traffic low competition keywords What they said to me was we want to be known as the experts in reading comprehension So what I did was some keyword research around reading comprehension and identified Well, what are some of the the best keywords those hidden gems and I produced a list for them one of them For example was reading comprehension games which has over 2,000 searches per month And then what they said was well, we don't sell games or activities. So why would we create content around that? But once I explained to them that you want to be a resource We know that based on the keyword it's teachers who are googling that There's only a limited amount of teachers that are ready to buy and they're googling looking for products to buy However, there is a ton of teachers who have such small budgets and have to use their own money They're looking for free ideas a lot So don't you want to be the resource instead of someone else when they are Looking for great information. Don't you want to be there? When we know there's a ton of people searching on that. So again took some convincing Ultimately, we produced a really great blog post about all these Games and activities and we curated some and we found some from other teacher bloggers And we referenced them and cited them and it was a really great blog post We did that with 18 different blog posts based on keywords that we saw There was a lot of traffic thousands coming in per month in just low competition And what happened was that over two years The blog posts has continued to outrank and drive way more clicks and traffic than even the home page And even another blog post in there again We created 18 blog posts and two or three of them are consistently in their top 10 that drive the most traffic And that's what we're looking for to drive even more traffic and find those strangers Because again, there's a limited amount of people who are searching exactly for you and your group and your name We need to expand above that Here's another quick example This is one of my favorite clients, of course a small niche e-commerce company that I worked with a couple years ago So they have a really interesting product. They have scar makeup So if you have any kind of a facial scar, they have this great Revolutionary from hollywood makeup that covers scars or if you have front lines, it covers that it's really cool But it's very progressive. There was a very small amount of people who were googling looking for scar makeup And so when you're progressive or innovative or you're doing something new There's not a lot of people searching on what you have to offer. And so our approach we took was Well, if they're not using you then what are they doing are their competitive products? Are there alternatives that they're doing? What else are they using or doing or what is the known in their mind? And so we did our keyword research and we created several blog posts about all of their competitors And all these products that are the known in people's mind And again two three years later their blog posts are consistently in the top 10 drive a ton of traffic And outrank the homepage because we went above and beyond just talking about them and talking about other Searches and other content information that would drive the right type of people So I thought oh gosh, I don't know. Can you guys see that back there? If not, I'll make sure you guys get the slides But what was so important about this is that I wish I could take credit for this all I did was find the keywords That's the easy part the writer and the business owner get all the credit because a lot of times I tell business owners Well, we need to create content about your competition because a lot of people know about them But nobody knows about you so don't you want your competition to show up number one and you can show up Number two right below them and people are like no no we can't talk about our competition I don't know there'll be a trademark or a lawyer letter or something But we didn't say anything disparaging. It was just an honest review and here's them and oh by the way Here's what we do So you're not saying anything bad, but the business owner bought into it. He was very eager to drive more website traffic He was very motivated And the writer she was a topical expert. She wrote this giant amazing review blog post She wrote several of them And why this blog post is so well is if you guys can see this right here Average time on page is averaging six minutes people spent six minutes on that website page It was very well written. We cited great sources. We use great media Again, I have well written meaty copy when you're trying to go after searches like this is really important And I have the balance rate and the exit rate because obviously A great percentage of the traffic is going to come read the blog post They might love it and they might see the other brand But they got what they needed and then they leave and go back to whatever they were doing But even if two percent converted and went on to check out different parts of the website because again These are strangers. They had no idea that this company even existed, but it piqued their interest It did a great job of of website marketing all over That's 51 conversions or possible sales in a week for a $50 product So you have to think not all of these blog posts and articles are going to convert immediately But if even a small percentage does and you can build up it's a great way to go And then again the great thing about measurement and google analytics is you can look at the next page path And see well, what pages do people click on after and was this initiative a success And you can see that they went on to the home page and a couple other blog posts But a lot of them went to the e-commerce area and started checking out the products and again that really builds up So the thing to mention about this is that I was just talking to a colleague allison this morning and she was saying You know, I love writing but the promotion of our articles and our content just does not come naturally I'm so happy to get it published in the back end of wordpress. You hit publish and okay, it's done move on to the next thing But I really encourage you you have got to get that piece of content out there It needs more eyeballs. It needs time to marinate. Please promote it on social We did a lot of work. We didn't generate a hundred blog posts We did 20 and we really leveraged them. So we optimize them We linked them all together because again it was all about being a topical expert on something So they were all related in some way We promoted them on social a couple different times with different averages and graphics and headlines We promoted them in the email newsletters because we were proud of this. This wasn't like spammy seo copy These were really well-written articles. We promoted them there They started getting backlinks and traction and again, we went Deeper into topics instead of going like, you know, 20 different random topics on anything you can We went deep again. It's about being an expert in a certain area And you can see here the bottom screenshot is back to the reading comprehension company We got several keywords onto page one with just one blog post And that really is how things add up when one piece of content can rank from multiple keywords And if you get it onto page one And again, like this is the dream right here Several of our blog posts made it into a rich snippet or an instant answer So we got a paragraph at the top with our blog post and that's why there's such a great Click-through rate, which I think just continued to build things up even more So even though we were not the first result We were with it's it's called position zero and that's the dream for seo people or for marketers and businesses You want to be position zero? And then your article will be there and it could be that way for several keywords So again content marketing when you go higher up the funnel into not so much of a transactional keyword can be really effective So changing gears just a little bit This sad this slide made me a little bit sad to put up because any seo talk I do I always want to share free keyword research tools But the truth is when you are trying to really drive a lot more website traffic and really Amplify and take things to the next level the free keyword research tools are not going to cut it unfortunately And here's why because One of the things I tell people if you're just getting started Please at least don't make up keywords at least go to google start typing in the keyword You think people are searching for and you'll see google instant instant answers start coming up Searches related to this over here on the left side is keyword tool io, which is a fantastic free keyword research tool It even breaks down keywords on google keywords on amazon Keywords in youtube so it kind of gives you the different variations people search for on the different platforms However, there is one problem and the problem is is that they want you to pay for it. So they they They zero out the data that tells you how many searches per month and what the competition is like So they give you the keywords, but they don't give you the numbers and the data And you really need the numbers and data when it comes to really making sure you are targeting keywords And content and you're creating content that people are actually searching on because I just can't tell you how many times over the years People think they know what their keywords are and they don't because nobody would realistically search on those keywords except themselves Because we're too close to our own businesses So again at some point if you're very serious about this you do and again I hate saying this but do a free 30 day trial get your keywords and then you can always Cancel your trial, but there's a lot of great tools. I personally have used maz and sem rush You'll see it not only gives you the volume, but it gives you the difficulty or the competition So again at some point you will need to pay and get a tool that gives you the numbers and the data And then seasonality matters. This is just a very quick point about this is that In the summer my reading comprehension client their traffic tanks And that's normal because teachers are like hell. No, I'm not going to be researching anything I'm going on break because I need a break from the crazy kids And so you have to expect that you have to know when is the peak time for your keywords You have to plan ahead you have to get your content online early if it's valentine's day You're having you have a lot of great content or gifts or information or valentine's day specials the time to To get that out there in the world is not two days before valentine's day You have to give that weeks for google and people and social media Promotion and people to find it and look ahead and so again plan ahead And just know the seasonality and when should you should expect more traffic versus not And then low hanging fruit so If that the other effort that reverse engineering content marketing is definitely more of a high effort Even though you're mostly creating content anyway, so it's just thinking of it backwards from the keywords instead of what you want to create If you guys take away anything, please take away this and it is please spend time making sure your headlines are not super boring Because high click through rate is a big deal And again, you're spending all this time creating content But if you have a boring headline that's getting lost in the noise then you are just really missing out on a very good opportunity So think how can I make this headline more appealing and I promise I could take your efforts to the next level Just that small tweak all by itself and it does depend on the medium whether it's And who you're trying to attract If it's your website if it's s for seo social media if it's a video if it's a press release The type of headline you write will be dictated by that But again, please go to the next level and there are so many great tools if you just google Headline testing tools or how to make headlines better. There's a lot of really great options to do that But I do think that thin Blah generic boring headlines and content is an affliction and that's something we all need to consciously work on to improve Do not keyword stuff. Obviously, you do have a keyword. You might want to target to make sure that you're being clear over clever Depending on how intriguing or how much mystery you want around your headline Sometimes you do want that but again the medium will dictate that and then spark emotion So try to evoke some kind of emotion from people But please if there's anything please work on your headlines and make them better Because something that's so interesting is that google is testing out on mobile phones Instead of clicking at the bottom, you know, you click to page two and page three and the pagination They're testing this more button So almost like on pinterest or facebook the page will keep loading Which is fantastic because I tested it out and it's just so much easier to kind of scan every single headline And title tag and google and determine. Well, what is really catching my eye? And what do I want to click on? So again, you really have to make sure that you're doing everything you can to catch the person's eye Because that also could be a game changer. I hate waiting for page two to load Like i'm such a big baby I would rather go back and change my search and try to find something on page one then go to page two So even more important, please work on your headlines Oh and then buzz sumo is a really great free tool If you just plug in your topic, it'll tell you here are the articles that got the most The facebook likes or shares or retweets or backlinks. So you don't have to reinvent the wheel Go there plug in your topic. See what other Ideas of articles worked well and use inspiration from that Okay paid search so okay So a couple months ago back in the fall, which it feels like yesterday, but it was forever ago I had a business owner reach out to me and he was like, okay, jenny I want to be on page one for wrought iron Fences and wrought iron gates or steel gates and steel fences, which are the same things Like I I'm trying to attract homeowners for the largest time longest time. I worked with Contractors into the construction industry and we have great word of mouth But I've never done anything online And we need homeowners now because we've just expanded our business and I need to be at the top because I know homeowners are searching wrought iron gates And so I took a look at his website and I was appalled because obviously it It hadn't been touched in like eight plus years and also He had it hosted with Comcast and it was built in some kind of a Comcast back end where I didn't even know that was a thing and so I was scared and I was like, okay What we need to do some work Do you plan on redesigning your website if you want SEO because that's not going to fly with SEO? How competitive it is today and he's like, well, I don't want to redesign my website. I said, okay Well, you've got five pages on your website Do you envision? Educating your clients and creating some articles and some helpful things because again, you've worked with construction people You're trying to target homeowners now. You're going to need some content Do you imagine creating more content and educating people and he goes, no, we're just too busy for that I don't have anyone in marketing It's okay Well, I looked at his social media presence again It was even worse than his website presence and I said, okay You wouldn't be at the top of google for your keyword page search. It is Because organic SEO and local SEO takes a lot of work And if you want to be at the top yesterday, then we're gonna have to pay for it And he did end up redesigning his site eventually, thank goodness, but I knew paid search was a great option for him First of all, because does anybody know how much a wrought iron fence cost or a gate? Lots? Yes. Yes. The average value of a sale started at $5,000 And so I was like, if we got to pay two or three or four dollars for a click We'll be just fine. He definitely, despite a Bad website, he was very much a leader in a space. They were the largest producer here in Atlanta So I knew that even if we had to pay for some of the traffic and the leads that he could close them And we both felt confident about that. So again That's a little bit of an extreme situation But something that did work when he needed results fast and he just did not have the resources or the team to do the work it needed So people resist ppc a lot because they're say, well, I don't click on paid ads I know better than that and I don't think our customers would either They're just going to skip right down to the organic listings and that's usually, you know Obstacle number one But the thing is if you take a look at this This is a screenshot from a really great article on maws talking about how organic Listings are getting less of a click-through rate than they used to Because in the past several years ago The ads used to have this yellow shading behind it. Do you guys remember that? Then recently they moved to the yellow shading is gone But there's the big yellow buttons that say add now Those yellow buttons are replaced by this light green wording that says add and it much more blends in like an organic listing also google took away the The sidebar ads and they placed them at the top so the organic listings get pushed down So again when people say well, nobody clicks on those ads anyway Maybe that was true in the past, but definitely that's not true today So if that's your barrier because you don't click on ads again Are you marketing to someone like yourself and to the average maybe non-savvy user it, you know, it's hard to tell these days So when is ppc paid search a better option than organic seo? Again when your industry is very competitive with big players And it's going to be very hard to outseat them quickly When you cannot crank out high quality content if you can't put out high quality content then I hate to say just don't try because that sounds really negative, but maybe you just should do paid search You need high quality content today If educational top-of-funnel keywords are very limiting There's probably more examples than this, but again What's an example of someone where like you don't need to be educated? It is what it is. Does anybody have a good example? Yeah Jeans Jeans, I mean they pretty much are what they are I mean, I would like some visuals on maybe the differences, but I don't need to read an educational article about how pockets are made You know, so that's a great example. Thank you, Allison So again, if you need to be at the top for jeans and you don't need to put out a lot of educational content Unless you like sourced them from some place and they're sustainable And you're trying to justify why they cost so much Maybe but if you just don't need a lot of top-of-funnel content If you don't need to put out reading comprehension games and activities and that Tactic is not going to work for you Then paid search is a good option if you need results fast And of course everybody does but some businesses truly need to generate traffic faster than others might Oh, if you want to steal your competitors traffic So this is a favorite of course that you can bid on your competitors terms and show up at the top So for example, um, I worked with a client years ago and they were in the travel industry And everybody knows Costco travel, but nobody knew this small Niche travel insurance company that was coming Well, we could bid on the words Costco travel insurance and show up at the top Now we couldn't use the words Costco in the ad we couldn't pretend like we were Costco But if someone's searching on your competitor or or with my Ecommerce client that did the scar makeup if someone searched on bio oil Which is a really big product their ad could be right at the top. So again, if you have well known competitors That might be a really good tactic for you. Oh, I do it with private schools all the time. So Anyway, that's a good tip for you guys and then remember Paid search ads are about capturing demand people have to have to be actively searching on your perfect keywords This is not the time to try to educate or get super cutesy when people know exactly what they want That's when you're trying to capture the demand that's already there Again, maybe read this slide later afterwards There's a lot of writing on it because I couldn't decide what to cut This is also good But search engine marketing the goal is to connect with people who are searching for your products and services If you can get them at the right moment and draw them in These searches can lead to sales and leads for your business And then specifically in terms of commercial queries Searchers need to know what they are looking for and they have already decided to buy That's how you get traffic who you're going to bring in traffic And it will lead to sales quicker if the keywords reflect that they are already ready to buy And they're not in research mode anymore. So I just have some keywords here that If I were still doing copywriting or You know copywriting today, I wouldn't go after An educational keyword like What would an educational be keyword be? Because people try to do their own copywriting sometimes Actually, we know that because I was just in so many sessions that said content is the biggest problem So people will say how much is a copywriter worth? I would not bid on that term But if they have already decided they're looking to shortlist copywriters I sure as heck would have targeted and bitted Atlanta copywriter a copywriter in Atlanta All content writer all wordpress content writer when they're ready to buy and they know what they're looking for That's when it's perfect for paid search So social media organic versus free And I do feel at this point that most all of us are doing some form of social media except for that wrought iron client He was not really even though he had a facebook page But this is what i'm talking about here and what trisha who is in the last session that was on video Which was really good is talking about using social media to drive more traffic to your website So organic social media again, if anything here just some tips to get more out of what you were doing before Please make sure that your keyword strategy is carried across to your social media content Because the keywords you're using on the website should be the keywords that your target market That's the language and the words that they use so make sure again You're not getting super clever and creative on social media because it might be at the expense of people Understanding what you're doing and clicking on your results So your keyword strategy definitely needs to carry across to other platforms Like videos again, make sure you're optimizing your videos If you're putting stuff on Pinterest again, a lot of teachers look on Pinterest for ideas So you definitely need to make sure you go to you understand the best practices for each platform on how to seo your content marketing efforts Repurpose and share your content multiple times Don't be that spammy person that just like copies and paste it and like spits it out multiple times on twitter But be thoughtful about it use different images test different headlines space it out But there's no reason if you wrote a great piece of copy You shouldn't be putting in front of people several different times to try to get more clicks And again, if you're one of those people that say well, I hate seeing the same piece of content It annoys me just test it out because maybe it really is not that big of a deal Creative persuasive with a call to action again Some social media content is just designed to be there and entertain people Be valuable and whatever platform it is but again, sometimes you do want to take them back to your website You need great images visuals are so important on social media Appealing headlines again, there's headlines again. Please don't be boring. Please take the extra Minute and generate lots of titles put it in front of people Google it into a headline put it into a headline generator Do what you can to make it really good for your audience And then again, please do just show some personality because this is your really your time to shine if you're trying to drive clicks back to your website So paid social advertising when is the time? Who here does facebook ads? Good a lot a lot of people Facebook is a perfect example of when you're trying to Generate demand and not capture interest because I can tell you that when I went to facebook last year I was not necessarily searching out Beach games or bucket ball But when I was just scrolling there for personal reasons and fun and entertainment and I saw a video about bucket ball I was like that is amazing I have to have that because how hard is it to drag out cornhole boards onto the beach and to travel with them I was like that's genius. I've got to have that so it captured my interest again I wasn't turning to google or facebook to look for beach games But it just again So there's a difference of people who are already expressing interest and they're already turning to social media or google to To satisfy their interest or you're just trying to generate demand for something you already have and are trying to get In front of your perfect audience So facebook advertising it is still very cost effective. It's climbing up a little bit But again, it's so cost effective for small businesses and all businesses They've got amazing targeting options I mean like hundreds of different options and combinations you can target soccer moms you can target People who have master's degrees you can target people in certain areas if they have affinities How big their house is what kind of phones they use there are so many If they speak different languages, there are so many different targeting options Oh if they like craft beer if they're foodies again, there are just so many different combinations And I and this is probably why facebook is in trouble today because advertisers and marketers like me are like, oh, we need all the data But yeah, so again use it before they take it away So again, it's perfect if you can if your target market is easy to what I call dig out Can you dig out the people who you want to be in front of definitely test it? And then again, don't try to use sales necessarily, although I was a sucker and I bought that thing Don't try to use sales as the biggest metric of success because again, people aren't on facebook looking to buy Right now facebook is not like a place where you go into the search engine and you type out commercial transactional terms It's an audience who is there hanging out. They're not necessarily looking to make a purchase However, if you can get a click if you can get them to watch a video you can market to them later And so again, there's also seasonal campaigns Like I swear if I see this one more time right before father's day I'm going to have to get it because this would be perfect for My husband and again, I'm not going to google or facebook looking for pizza necklace And so it's not capturing interest like I had no interest in this product until it it It it did capture my awareness with this and I guess some time I clicked on the website And now I'm being stalked by those ads all over but that's what I want you guys do I want you guys to be the stalkers you need to get people to your website Cookie them and then serve them ads because again, you want to be in front of people. It's like sales You have to be in front of people eight times Um, especially the millennials who like to research early and often. I'm just kidding. If there's any millennials in the room I know you guys are the smarter than any of us. So So I can't hit on them. Okay measurement. So let's talk really quick. Am I how am I doing? Okay, um really quickly about measurement You need both google analytics and google search console And when people say well, how long is this going to take that depends on several factors of your business How solid is your most important asset again? How prepared and ready is your website is it going to be able to convert that traffic you're driving? Because the traffic's job is just to drive the people to the website when people get to the website Then your website marketing plan takes over and you have to be able to convert them on your own And so how ready are all your assets there? Have you been consciously and consistently building momentum? You can't put out one article and call it a day and expect to like You know create, you know, if you can't expect your traffic to jump up significantly You have to build momentum in a very strategic way How authoritative is your brand inherently? How competitive is your industry? How well do you know your target market? You're going to be able to get ppc your facebook ads or even social media organic Results a lot faster if you really know your target market well And how quickly can you measure and keep adjusting because you definitely are going to need to plan a b c d e f So you're going to have to measure and test and do a lot of different things Google analytics tells you how traffic is getting to your website your most popular pages on your website and Did people visit those pages from social media from a facebook ad from a ppc ad from email marketing? So it even gives you the breakdown of how traffic got to a certain pages The device are they coming 90 for mobile? Where are they coming from? And then again those user experience signals like we saw for one of my clients the people were on that page for six minutes That is like the dream. I mean I just said that a lot There's a lot of dreams that we have as marketers, but a six minute time on page is one of them So are they staying on the page? Are they viewing any? Any any videos that you have there how long where are they going next? Are they showing signals that it's a favorable website? Google will take that into account and then you will get people through your sales cycle faster So this will tell you that search console tells you your top seo keywords that your website is coming up for What are your pages that are getting the most visibility and clicks? It'll tell you backlinks. It'll tell you your crawl errors Everything you never knew you wanted to know Structured markup errors, so you need to have both of those And then again what I really want for everybody whether you're a web designer or you're a freelance marketer If you're getting paid by a client I want you to be able to show your value and really understand what's working and what's not And so again, you're not just measuring to measure You're measuring because you had a very specific plan in place And you need to go back and look at the data and to see did this work? Yes or no, where can I adjust so you're measuring and tracking for very specific purposes based on this actions You just took Again knowing where to look is half the battle Genius or happiness bar. I keep on the genius bar happiness bar too if you need help with that And the next level is being able to attribute results and again show the value and steady progress and progression because that's what it's all about And wrapping up. I know there are so many more different ways to drive traffic to a website I definitely get that and I wish I could have talked more about it But here are other ways that are definitely effective Um Think about when you get people to your website Do pixel put a pixel on your website cookie them because then you can retarget to them later So driving traffic, there is just so much more to do once you get started doing that Um And that's it