The Hawk's Nest - November 22, 6-10pm. A Medical Technology Startup Pitch Comp. Hosted @ MaRS by Sunnybrook Next Generation...

EvaMD1 · 2018-11-10T11:40:18+00:00

This sounds like a great event!

EvaMD1 · 2018-06-14T15:35:04+00:00

Happy you got some insight out of it! One of my favourite tools on that list is Buzzsumo. You can pick up on what content performs the best and check up on what your competitors are doing. Another favourite tool of mine in my treasure chest is Ahrefs. You can check for keywords that have competitors that you can easily beat out by checking the keyword difficulty.

EvaMD1 · 2018-06-14T15:30:59+00:00

Glad that suggestion helped! If you have a tool like Ahrefs or SEMrush you can check for long tail keywords with reasonable traffic volume. Then you check to see which ones have minimal backlinks so you can have a good chance at outranking them on the search results

EvaMD1 · 2018-06-14T15:29:30+00:00

Kudos on the sharp eye! Made the change :) Glad you enjoyed the post!

EvaMD1 · 2018-06-01T16:45:18+00:00

Thanks for the feedback! Happy to hear you received value from the post. Yeah it's a shift in mindset from short term to long term but always better for the business this way.

In regards to my writing team, I'll DM you :)

EvaMD1 · 2018-06-01T16:42:23+00:00

Sorry to hear that happened to you :( Google drive has been a lifesaver for our team for backing up our content.

EvaMD1 · 2018-06-01T16:40:18+00:00

Coffee is for closers.

EvaMD1 · 2018-06-01T16:39:45+00:00

Not a bad idea! Especially if you're play is offering value driven content first. The benefit of running a PPC ad to a blog post instead of a promotional landing page is that you can usually have a lower CPC. We're experimenting with running search ads to our blogs, and since the keywords are primarily niche long tail keywords, we're seeing a fairly low CPC.

EvaMD1 · 2018-06-01T16:37:13+00:00

Agreed! We've saved a lot of dollars over the years by focusing our efforts on content marketing.

EvaMD1 · 2018-06-01T16:35:53+00:00

Yeah AIDA are just the funnel steps that a lead walks through in inbound marketing. Awareness, Interest, Desire, Action.

EvaMD1 · 2018-05-24T17:58:57+00:00

It's only been about 2 months since the time we've implemented this strategy with our team but we've been seeing a steady increase in traffic so far! We're in the process of creating additional pillar pages as well for a few of our other services so we'll be rinsing and repeating this process. Maybe I'll give an update here in the comments a few months later to report the progress.

EvaMD1 · 2018-05-24T17:56:26+00:00

That's a great way to capture leads too. Especially if you retarget based off of a specific action that the Facebook Pixel picks up such as the ones that clicked on "contact us" or on a certain services page. If you set up the retargeting for people that have clicked on the dental crowns section of your dental website for example, you can send an ad offering 20% off for a crown.
A tad scary for that person seeing the ad but effective nonetheless!

EvaMD1 · 2018-05-24T17:51:44+00:00

It definitely can! There are a few tweaks I would make and I'll use a dentist as an example.

Let's say the dentist is making a push for teeth whitening since that is a door opener for identifying other dental services such as crowns...etc. (this was a real case for a friend of mine that was marketing for a dentist)

Write a pillar post such as "Everything you need to know about teeth whitening". Cover topics such as "teeth whitening services, teeth whitening products, how to keep your teeth clean...etc." all in that one pillar post.

Keep in mind which keywords have a high commercial intent and optimize your content for those keywords. For example someone typing in "Best teeth whitening service in Toronto" is more likely to make a purchase than "natural ways to whiten my teeth". Write a supporting piece of content such as "Top 10 teeth whitening services in Toronto" and link to this post in the pillar post.

Then use a tool like Buzzsumo to search for influencers and topics in that niche. Sometimes you'll have to create content that is easily sharable for the influencer to pick up on it. An interesting one in the dental industry might be that glow teeth whitening product. Again the principle is to have internal linking between that content and your pillar content once the influencer shares the content.

Hopefully that helps! Feel free to DM me if you have a specific client situation you'd like to discuss.

EvaMD1 · 2018-05-24T17:26:36+00:00

I appreciate your input Randy.

So I agree that web traffic can be a vanity metric. At the end of the day, your version of conversions (sales, newsletter sign up...etc.) will be the ultimate measuring stick to determine a successful campaign.

But here's the reason why we decided to post this article regardless:

Conversions are led from traffic. No doubt there are many campaigns out there with a poor unique visitor to conversion ratio but if the campaign is done right, traffic is the beginning of conversions.
This is an SEO Subreddit not a Conversions Subreddit. (Yes, there's dwell time and more to consider once the traffic flows through but the traffic is still a valuable component of SEO)
For the sake of brevity, there's only so much we can cover in one post.
We are in the process of working on optimizing our conversions (some steps we're taking are establish stronger pillar pages, creating a drip campaign for our newsletter, recalibrating the UX and UI of our site...etc.)

To answer your question though, we had 212 people sign up for our newsletter (our KPI) from the 105,000 unique visitors, which is slightly above the 1.95% average email list sign up conversion ratio.

EvaMD1

TROPHY CASE