I had the opportunity the past month to meet with CEOs of two separate companies, one public, one private.
Both conversations centered on innovating and cutting edge ways to improve engagement and lead-to-sale conversion in a B2B model. I tried to explain that there is a real person with a wallet behind every site visitor, and that with the proper analytics tools and CRM/CMS integration backbone, it's possible to know who that person is and engage him/her in a meaningful way through the site and through subsequent media and messaging.
One CEO immediately grasped the gravity of the concept. It meant his salespeople could know when one their customers had visited the site, what they had looked at and how much time they spent doing so. And that's just the beginning.
What stuck with me, however, was the response of the second CEO. He just couldn't grasp it. Mired for years in an archaic (and anemic) sales model, he completely failed to grasp the opportunity even theoretically. And his lack of understanding led to fear, fear to inaction, and inaction to a major fracture in the relationship between him and his sales leadership team (who loved the concepts).
In today's market, traffic isn't a nebulous body of people with no form or figure. Traffic is people. People have individual attributes. Those attributes can be tracked, modeled, segmented and used to engage in more relevant dialogues and lead to higher probability sales.
But some people still don't get it. Those that do, will own their respective spaces.
So, instead of just slapping up a Facebook page for your company and adding a Twitter handle, why don't you actually try and work out how you want to engage your customers or end users. It first starts with knowing WHO they are. If you don't know who they are, and you're not monitoring what they do, how can you know what they want? Once you know who they are and what you want then you can start to determine the net-worth of that individual.
Making sure that you understand how they write, what they write about, and how they "mention" your company is a treasure trove of information. Identifying the correct metadata and associated it to their account and then know how that creates value for your company is the best way to be engaged and create meaninful impressions in the social world.
That piqued my interest and I began asking questions about how they knew if traffic drivers were providing value. Aside from the blank stare, I gathered from the basic "traffic is steady" answer that they really didn't know where the value was.
I asked how they managed their SEO (keywords, backlinks, and accounts).
I only got the answer that they manage the keywords for their site in Google. They didn't actually think about WHO the people were that managed other sites that generate traffic. In fact, they didn't even think about how they could build a campaign to engage those other sites and also gain more impressions themselves on the web.
So, my question is to all of you - are you thinking about those sites?
I discussed a little bit about what SEORM Solutions is, and what our goals are, and the questions started flowing. In the end, they were begging for the product. Hold tight, hold tight.
Follow Eric at: http://twitter.com/embeins
It's been said that to enter into an industry you've got to make something better and "bridge the gap" that consumers are experiencing in the marketplace. Well, that's what we intend to do. How many times have you asked yourself "I wish it could only do this...", or have found yourself pulling data out of multiple systems only to be mashing it together in Excel? SEORMSolutions changes that approach, at least as it relates to your backlinking. We've experienced the pain enough, have had clients deal with the pain enough, and have read about everyone else's pain enough to know that we've got a nice niche to fill.
Over the next while we'll be making some exciting annoucements about how we plan to enter the market and the platform choice we'll be working from. So, stay tuned... the gap is about to be bridged.
follow me on Twitter @ http://twitter.com/embeins
If you're in the online space trying to get customers chances are you have a CRM, that you've got some amount of SEO and web-analytics information, and that between those you've got more than enough spreadsheets to bridge the two. Here's where we take the "get what you need" approach; if you don't have a CRM then we have the entities to create that base experience, if you do - keep using it. If you don't have SEO and web-analytics then we have entities and logic to gather that information and use it, if you do - keep using it and get more from it.
What we give is the "guts", the logic to take a relationship, analytics, and data to spit out what you're really after - value. We can attach our "guts" to your CRM and web data. We work with what you've got. It makes it nice and easy so that if you want the value in your CRM, *poof* - it's there.
Why make things more difficult if you don't have to? Use logic... get value.
Follow Eric on Twitter, http://www.twitter.com/embeins
Co-founder of SEORM Solutions, Ryan Teeples explains what SEORM Solutions aims to deliver and how any online publisher, retailer, SEO marketer or webmaster can benefit.
SEORM solutions is software for SEO Relationship Management. Behind your backlinks are people. Engage them!
Understanding the Google search algorithm is a challenge, to say the least. But what we do know is that recent changes in the Panda algorithm have made backlinks from quality sites extremely important.
Learn how SEORM Solutions can help you manage them through relationship building and CRM principles.
Admittedly, I'm an unhealthy eater. Maybe erratic is a better word. I'll eat an all vegetable and fruit meal one day and follow it up with a stop at In N Out.
Today, my busy schedule allowed me enough time to grab a hot dog. When I saw my options for frankfurters, they were all bunlessly laid out naked. Sure, that sentence was written purely for comical innuendo. But the point is, when I chose the size of the hot dog I wanted to eat, I did so without seeing it in a bun.
But once I put it in the bun, I realized how enormous it really was. And this was no small-Wonder-bread-off-the-shelf bun either. So this dog was huge.
And it hit me: I selected the core part of my lunch without seeing it in context. And context would have changed my decision.
Make sure your backlink traffic is brought in proper context
So what does this have to do with SEO and backlinks?
Well, context is vital there too. Before Google changed the oft-misunderstood Panda algorithm, so-called "SEO" or "Online Marketing" companies gamed the search engine system by created enormous volumes of backlinks for sites looking to rank higher in search results and generate more traffic.
Of course, the traffic sucked and these companies had ridiculously high churn. Because the content and traffic had little or no matching context.
But Google's search model changes give much greater importance now to matching context. They won't give any SEO value to a hot dog that doesn't fit the referring site's bun.
Even today, I work with companies who have content distribution relationships with websites whose core audience and content doesn't mesh at all with the kinds of visitors they need to drive profitable traffic and relevant SEO value.
A confused mind doesn't buy, and a confused web visitor clicks the back button. So don't confuse your visitors with improper context (or worse, straight-up bait and switch). Instead, build relationships with companies whose websites have context congruent with your site.
Then, your visitors won't be regretting your giant hot dog (insert joke here).
I have two children who are nearly exact opposites. My oldest son thinks everything through and is very cautious. He's fiscally responsible already at six. He avoids risk and seeks his comfort zone. He puts the interest of others often ahead of his own.
My daughter is impulsive and free-spirited. She spends her money immediately. At nearly-four we can tell she's vain and self-centered. But she's well-liked and personable. But she often looks before she leaps.
Working with an online retail client recently, I discovered an odd duality between the company's two key target audiences. They wanted to attract site visitors and customer traffic from sources which would deliver both impulse buyers, as well as prospects which have high net-worth and high credit limits.
They want both my son and my daughter (in twenty years).
Backinking value and page personalization can often be at odds
But SEO and backlinking presents problems when it comes to segmentation. You want to tailor the message on your landing page to match the behavioral hot-points of your ideal audience, but you also don't want to distribute the SEO value of that page by dividing it into multiple landing pages.
So how can you personalize your landing and content pages without killing the SEO value of the page?
Use dynamic messaging content.
Use dynamic text and imagery to appeal to different segments
In my retail example above, the two customer types will respond very differently to the copy surrounding the product. The impulse buyer will respond to time-based offers and messages that appeal to vanity and pride.
The more deliberate and thoughtful buyers will appeal to messages of security, value and practicality.
First, define your traffic by each backlink. A visitor from a personal finance blog is more likely to be open to the value/practicality messages while a visit from a fashion blog is more likely to appeal to the pride/vanity messages.
Next, use a good content management system (which you should have to begin with) to deliver different text (and even images) based on the source of each visit.
That way, you've delivered a relevant message to the visitor to increase conversion rate, while retaining the integrity of your backlink.
Follow Ryan at http://Twitter.com/RyanTeeples
The difference between having data and information is critical. So, what good is having reams of data on backlinks, impressions, and traffic if it doesn’t tell you anything? And, at the end of the day, if it doesn’t impact the bottom line was it really providing all that it could?
SEORM Solutions knows that establishing value, a tangible metric, against the relationships you build with your traffic providers is imperative. With over 100 million tweets, 60 million status updates, and billions of hours spent online each day you need to know which publisher is worth building a relationship with, or which one to dump.
Using inputs like traffic, impressions, and return potential, we determine who are your best contacts, those you should pursue, and how they are delivering value to you. That's really what we're after when we dive into the search engine world... geting more from my online presence. SEORM shows you who, as content publishers, are the most magnetic in your industry and what they mean to you.
Follow Eric at: http://twitter.com/embeins
Leading publisher of investment education and analysis is joining us in the revolution of SEO
I previously mentioned we are actively seeking participants to join SEORM Solutions in driving requirements for our SEO Relationship Management application. This application allows you to find, track and engage your backlinkers and referring sites in meaningful relationships which drive traffic and revenues.
We are happy to announce today we've added Learning Markets, LLC, a leading provider of financial education and analysis to our community of advisors.
Learning Markets is a publisher with over 5,000 content items and over 100,000 backlinks from referring sites. They currently manage the backlinking engagement process manually, and are excited to get on board with SEORM.
"Anyone who understands SEO knows that quality backlinks are king. Finally a software provider has figured it out and we're very excited to begin automation and relationship management," John Jagerson, Principle at Learning Markets said.
If your company is interested in joining our advisory board, please click here to find out how you can participate. Participants will receive deep, deep discounts on our product when it goes to market later this year, but we are only going to fill a certain number of spots, so contact me now.
Follow Ryan at http://Twitter.com/RyanTeeples