Digital Growth Hacking
Tip No. 1
Why content marketing is dead when it comes to generating traffic
Let’s be honest, whenever you search for a specific term online you get overwhelmed by bought ads. Not only that, but blogging has been so popular in the last couple of years that just about every topic has already been written about several times by multiple bloggers. That means it’s very hard to write new exciting content that hasn’t already been covered by other websites. Even if you’ve come up with a good article, you have to wait weeks or months to get a high rank on Google. And in addition to that, you’ll need to make a lot of noise on different online channels for your post.
The shift in Google searches
When I talk to other digital marketeers, they confirm that they see a drop in organic traffic and growth in paid traffic from Google. Of course this is precisely in the interests of Google.
For me, one huge argument for paid traffic is the costs of writing good content. Let’s assume you spend two or three days creating a well-structured blog post with nice graphics. The costs quickly add up to two or three thousand Swiss francs − money that could probably buy you ads for a couple of months for a specific niche.
This means that the only opportunity I see for content marketing for 2019 will be in long tail niches.
Spending per channel (all amounts are stated in billions). 2018 and beyond are projections. Source
For obvious reasons: Online advert expenditures are completely transparent in terms of their impact, as you can target your audience better month by month thanks to further and more sophisticated targeting options along the customer journey of your potential customers. And you can immediately see the ROI results of your online campaign. There are, of course, many more advantages.
But for me, the biggest advantage of online ads is the fact that you can experiment with different versions of your ads (content, images, videos, ad formats, ad places) and you can directly measure what kind of advert will work best for your campaign and what drives your CTR (click-through rate).
All this creative freedom inevitably increases ad prices, we therefore need to find other ways of optimising our marketing efforts. In my opinion, the most important distinguishing factor these days is the on-site conversion rate.
The only way to stay ahead of your competitors is to optimise your conversion funnel. The more you optimise your landing pages and your conversions killers, the more funds you will save, funds that will help you to reach a much broader audience or retarget a visitor for a longer period of time across different channels.
Conversion optimisation will have a great impact on your CAC (customer acquisition costs). And as long as your CAC is in line with the CLV (customer lifetime value), not even the sky is the limit.
Here are my three ways to optimise your conversion
- Start always using A/B testing and set up multiple-nested A/B tests. You should run at least 10 to 20 tests at the same time in order to understand what type of content or funnel drives the highest conversion rate. The more data points you collect, the better you will understand your customer. Keep in mind, you need several thousand data points for a conclusive A/B test.
- Start asking your visitors for more information. As long as you offer your customers an added value, they will be ready to share information about themselves. You could perhaps offer a voucher or offer a free digital e-paper download in return for an e-mail address.
- Do not stop experimenting, exploit your ideas. Let me explain what I mean: I am often surprised that conversion improvements have come about by enhancements along the user journey that I did not think would impact the conversions at all. In other words: Every idea can work. Even the smallest of changes such as a switch in word order or button colour could have a positive impact.
This is what I mean by saying „competition is for losers“: Avoid expensive online ad placement battles and optimise your conversions instead.
I know that my ideas won’t apply to every business or niche. But I’d rather we have a discussion than get stuck in old habits.
Digital Growth Hacking
Tip No. 3
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