7 SEO Analysis Tools You Need to Know About

SEO analysis is a never-ending search for opportunities to improve your website, be it fixing issues, polishing the content or spying on rivals’ strategies.
Each aspect that adds up to your site’s performance in search engines will naturally demand thorough research and careful data evaluation, as well as a keen eye for details to discover the missteps and room for improvement in each. Yet all the deliberate efforts and time invested in it will pay off big times.
The real choice you have is between trying to handle that many-sided task manually or grab a helping hand from a myriad of SEO analysis tools out there. To make a weighted choice, let’s go over the core aspects that a comprehensive SEO analysis tool would dig into for you:
1. Technical SEO and usability auditPoint errors scattered all over the site – be it broken links or pages loading forever – may ruin user experience; unintentional indexation restrictions may be blocking search engine crawlers out of your site; inefficient site architecture may break the internal link-juice flow throughout the pages. An SEO audit tool that can crawl your site in-depth and help you uncover technical issues timely will certainly save you hours of racking your brain over the consequences later.
2. On-page optimization analysisAnother essential part is optimizing your content and metadata to its full potential around the search intent you target. Good tools for SEO analysis would not only help you pinpoint the flaws, but they would also provide actionable recommendations on how to tailor each and every page element considering your target topic and best SEO practices.
3. Competitive intelligenceCompetitive SEO analysis is part science and part art. Comprehending your competitive landscape can help you uncover the winning peculiarities and traits your rivals’ pages have in common, as well as spot their oversights. A good SEO analysis tool would allow you to benchmark your own pages against the top competitors to see how you compare and help you reverse-engineer the raw data gathered from the top SERPs.
To help you find the best fit for your routine, I’ve tested a number of the best SEO tools and looked into the bright sides and drawbacks of each.
1. WebSite Auditor

WebSite Auditor is an SEO analysis tool providing comprehensive insights on your site’s tech health, as well as its optimization potential. The tool crawls each and every page and resource on your site and serves an in-depth site audit report featuring 50+ technical and on-page SEO factors for you to revise, fix or discover an opportunity behind.
The tool covers a vast number of website analysis areas: from site architecture to internal PageRank / traffic distribution, from indexation and crawlability to all kinds of broken, redirected or non-friendly URLs, from duplicate or missing metadata to hreflang errors. The dashboard is extremely intuitive: each factor is accompanied by a short description, actionable how-to’s, and a list of involved URLs. In addition, WebSite Auditor is equipped with an in-app sitemap and robots.txt file generators.
On the page level, WebSite Auditor allows you to analyze any page of your site for the keywords you target with it and compare its optimization level to the top-ranking pages in a search engine of your choice.
Looking through the sections dedicated to each page element – from meta details and body tag to link anchors and image alts – you get full keyword usage statistics and a side-by-side comparison to your SEO competitors’ pages, along with page-specific recommendations on how you could improve the content and metadata. Inspecting the top pages’ details also helps you uncover winning tendencies and best-performing kinds of content for the topic.

WebSite Auditor’s own TF-IDF tool supplies you with an extended list of keywords and phrases harvested from rivals’ pages. The most prominent keywords that you are missing out on, as well as the keywords you might be overusing, are pinpointed for your consideration. With all the ideas and stats at a glance, you are well-armed to create topic-driven content with keywords supported by the semantically relevant context.
Cool feature
Content Editor module – a page optimization playground where you can see how each change impacts the optimization rate on-the-go. A finalized version of the page can be exported to HTML, ready for re-uploading to your site.
Starting from $124 for the license key (one-off) with a minor maintenance fee after 6 months (from $4.44/mo), the number of projects you can create and pages you can analyze is unlimited in any paid version. Full trial available, no credit card details required.
2. Google Search Console
The next tool for a thorough analysis of Google’s relationship with your website is, undoubtedly, Google Search Console, a free SEO analysis tool by Google itself. Google Search Console provides all kinds of insights on your site’s well-being, helping you analyze and improve its search performance.
While not being a go-to tool for competitive intelligence, Google Search Console lets you create first-hand reports on how your website is being crawled, pinpointing broken pages and pages with any crawl anomalies, ambiguous restrictions or duplicated ones without canonicals. As it comes to indexing and understanding your pages’ contents, Google Search Console offers detailed reports on mobile usability, drawing your attention to problematic areas, and on structured data usage on your site, listing the valid items and the ones with syntax errors that require fixing. The Links report lists all the internal and outgoing links to your pages and shows the top linked pages for you to see where the linking power is steered to.

In terms of content optimization, Google Search Console won’t give you hints on which keywords to add and where. However, lots of valuable strategic insights can be found in the Performance tab. The report lets you explore the queries your site already ranks for, detect the pages that might go up from page 2 to page 1 with minor efforts, track down the inefficient pages that rank high but have low CTR, or learn which queries are coming from a certain device or country to improve your mobile or local targeting.
Cool feature
The URL Inspection tool that allows you to retrieve the indexed version of a certain page as it’s seen and fetched by Google, check for AMP errors, structured data errors, and indexing issues.
3. On Page SEO checker
On Page SEO Checker from SEMRush is another SEO analysis tool that helps you put together a huge volume of SEO data. During a quick setup, you choose the pages you wish to gather optimization ideas for, your target location, language, and device.
Next, based on the data from SEMRush and by comparing your pages to the top SEO rivals for the target keywords, the tool supplies you with strategic, UX, semantic, content and new backlinks ideas. The pages are automatically prioritized based on the number of ideas gathered, traffic growth potential and ease of implementation. Switching to any page’s individual dashboard, you’ll be able to see where the room for improvement is: a better-choice page that already ranks for the keyword, a SERP feature opportunity you might win, major page elements you need to add keywords to, or optimal content length you should consider.

The semantic ideas section will offer a number of semantically-relevant keywords used by rivals, along with TF-IDF stats. And the Top 10 Benchmarking feature will analyze how your target page compares to rivals’ in a number of aspects like content length, referring domains, keyword usage, markups, and others, highlighting the factors you fall behind with.
Optionally, you can set up Site Audit in the same project for the tool to generate technical SEO ideas based on the found issues. Once the pages have been crawled, you can check the overall number of onpage errors, warnings, and notices, as well as thematic reports dedicated to crawlability, security issues, load speed and internal linking structure. For task prioritization, you may refer to the handpicked top issues, based on severity and the number of affected pages.
Cool feature
Integration with Trello that allows you to send reports with optimization ideas for individual pages directly to your Trello board, turning insights from your project into ready-made tasks.
Starting from $99.95/mo for 5 projects, up to 20K pages per project. Full trial available, credit card details required.
4. WooRank
WooRank is a web-based SEO analysis tool running automatic website audits and providing optimization ideas for boosting traffic and visibility. With the tool, you can crawl up to 10K pages of your site to spot a wide range of on-page issues (meta details being too long, too short or duplicate, body content being duplicate, thin or blank), accessibility and usability troubles (5xx server errors, 4xx client errors, redirect chains and loops, mixed content). The tool will also report non-indexable pages or pages buried too deep, as well as canonical and hreflang implementation issues.

Running a review for an individual page, you can revise your meta details as they appear in the SERPs, see the keywords your page is currently optimized around, and check for any structured data, mobile usability and page speed issues.
Promotion section will show where you stand in terms of backlinks, social media presence and local directories reviews associated with your site. If you add your target keywords and connect your Google Analytics account to the project, the Measurement section will keep you updated on your ranking performance and traffic stats in addition.
Tracking up to 3 competitors along with your site, you can see how your pages compare in terms of content optimization, off-page efforts, and rankings, and dig into competitors’ SEO strategies: detect the weak spots to surpass them in, or ideas worth adopting.
Cool feature
Marketing Checklist, which is a tailor-made, prioritized checklist of steps you may undertake to improve your site’s optimization, with an additional option to get help from a WooRank’s certified expert.
Starting from $59.99/mo for 1 project with up to 2K pages. Free trial available, credit card details required.
5. SEObility
SEObility is another online SEO audit tool that helps you detect the issues that might be holding your site from climbing up the SERPs.

With SEObility, you can crawl up to 100K pages within one project and get an overview of the technical, structural and content issues. Navigating through technical and meta dashboard, you can find crawling stats, URL details, status codes breakdown, as well as any neglected meta tags and page attributes. Structure analysis will uncover problems related to internal linking, anchor texts distribution, and pages’ distance from homepage.
Based on the pages crawled, you get a detailed report on content duplication issues and text quality. The tool extracts the keywords most frequently used across your website and raises an alarm if multiple pages are competing for the same keywords, to prevent wasting ranking potential.
Checking any certain page, you may look closely into its anatomy and detect the page elements optimized poorly. Analyzing competitors’ pages the same way, you can sport their target keywords and spy on the strategies they stick to.
Apart from performing SEO analysis, SEObility allows you to track rankings of your website alongside your rivals’ to spot any fluctuations or opportunities springing up.
Cool feature
As part of the content quality audit, SEObility reports on duplicate paragraphs within one page, content pieces appearing on multiple pages, and even typos (apart from the complete page duplicates).
Free version covers one project with up to 1K pages. Paid plans start from $50/mo with free trial available, credit card details required.
6. ContentKing
ContentKing is a real-time SEO auditing and change management tool that is designed to take your worries away and help you improve your site’s visibility in search engines.

This SEO analysis tool scans all the pages and reports on a wide range of aspects holding your site back: indexability issues, broken links, pages buried too deep, load speed and mobile readiness, and many more.
Each page is scanned for meta details being unique and in place, and is checked for social markups like OG and Twitter Cards, Schema markup, and Google Analytics tracking codes. Integrating your Google Analytics and Search Console, you can also see how pages perform to prioritize your optimization efforts.
At the end of the crawl, ContentKing arms you with an actionable to-do list based on all the pitfalls found.
The tool does not run in-depth content analysis, but only checks for titles, descriptions, and headings; still, it can provide insights on competitors’ overall SEO efforts.
Cool feature
Re-canning your website incessantly, ContentKing alerts you with emails on any technical issues or page-level changes popping up, for a well-timed and informed reaction.
Custom pricing depending on the amount of pages, starting from $19/mo for 1K pages. Free trial available with limitations, no credit card details required.
7. Website Grader
Website Grader is one of those free SEO tools, which is more of an express SEO analysis service running a quick review of your domain.

The service quickly scans the homepage to check on major aspects like performance, mobile usability and SEO. The performance report does not go into detail much but only shows the overall stats for the homepage’s size, speed and a few more factors adding up to it. The mobile usability section reports whether your page is responsive and whether the content fits into viewport. Additionally, the tool gives a heads-up in case there are security/SSL certificate issues.
In terms of SEO analysis, Website Grader only checks on the most basic things: availability of a sitemap, presence of meta title, description and headings, showing errors in case those are missing. While the tool does not crawl the website in-depth and won’t provide any keyword usage stats or optimization advice tailored for your pages, it’s still a handy option for a super-quick overview.
Cool feature
Website Grader has no killer feature (funny tooltips, though) but appears to be the most express tool from the list, giving a sneak-peak on a website’s wealth.
Same way as with any buying decision, your choice will depend on many subjective aspects: your specific needs, the areas your workflow focuses around the most, your budget, and many more. Yet, knowing what kind of SEO tools are out there and having an idea about their cons and pros can help you make an informed choice and consolidate your efforts in the winning direction. Hopefully, the post helped you find a promising candidate to try out!

Marketing Recruitment 101: 3 Job Search Mistakes You Don’t Know You’re Making

As a marketing recruitment firm, every day we get the opportunity to help marketers move their career forward. Since 1996, MarketPro’s marketing recruiters have successfully matched high-performing marketers with clients who need a specific set of skills and experience to take their business to the next level.
The shortage of highly-skilled marketers in today’s marketing landscape makes it harder for companies to find top talent. Majority of the time, when we search for talented candidates, they aren’t in the mindset of looking for another job.
As a result, they are not always up to date with how to write a resume and interview appropriately. Therefore, it’s only natural candidates will make mistakes during their job search process-and don’t even know- it costs.

Your Resume Is Too Artistic
Far too often, we see great candidates who are perfect a role, but their resume doesn’t reflect themselves in the best light. Your resume is your chance to highlight and showcase your experience and accomplishments.
However, many candidates use their resume as an opportunity to demonstrate their creativity. Instead, show off how creative you are through your portfolio. The exception would be for very creative roles, such as graphic designers or UX designers. So, general marketers need to be cautious about creative they craft their resume, and here’s why.
From our experience as a marketing recruitment firm, we know all resumes go through some version of an applicant tracking system. The resume is then scanned and searches for keywords. Thus, formatting your resume in PDF format instead of a Microsoft Word document limits your opportunity to get picked for a role.
Unfortunately, the truth is most HR software is not smart enough to read PDFs. Thus, it is crucial to think about who is going to read your resume. If the font is too small or if they’re too many distracting images, most hiring managers aren’t going to take the time to really through your resume.
Additionally, the hiring process isn’t going to change for you as a candidate. There are specific rules and procedures everyone has to follow. Providing a chronological and straightforward resume that aligns with your LinkedIn account profile is the first step to you securing an interview.
Resist Poor Opportunities, Not Assessments
Usually, roles from director to CMO specific to senior level marketing, about 85 percent of the time, requires some testing component. Examples include various personality tests or Wonderlic assessments. From the candidates perspective, this is a great thing!
Companies conduct these tests for two main reasons. First, they want to assess candidates to see if they are the right cultural fit. Secondly, the company wants to verify if the candidate is the right fit for the role.
The assessments ensure you as the candidate will find the right opportunity that meets your needs, and it shows the company cares about making the right hire and fit. Also, think about the assessments as another lens in which recruiters and HR teams can look through to make sure you’re going to be happy and prosperous in the new position.
Consequently, candidates who push back on these assessments risk losing a role that is a perfect match for them. Why would you want to limit yourself for a new opportunity for refusing to do a standard test?
Not Picking Up the Phone
If you don’t try, you’ll never know. Sounds familiar?
Not answering the phone call and hearing what a recruiter has to say potentially means you would be missing out on the best opportunity in your life.
About ten years ago, an incredible marketer we worked with became a CMO at the age of 39. Except for small startups, it’s rare for someone to achieve C-level success before the age of 40. Wondering what her secret is?
She always picked up the phone.
Her motto was to always listen to marketing recruiters who contacted her, within reason. As a result, she was able to climb the corporate ladder quickly. Furthermore, she believed establishing a relationship with a recruiter early on will bring better opportunities in her future when she least expected it. Whether or not she was looking for a new job, she understood the long term value in creating a relationship with expert professionals in marketing.
At the end of the day, you have more to lose by not picking up the phone or responding to a recruiter’s email than by completely ignoring it.

Common Customer Experience Mistakes

A great customer experience has a positive impact on revenues. If you look after customers they will look after you. Avoid these customer experience mistakes and find out how to avoid them.
Customer Experience Error Page
Today’s customers expect all businesses to provide the same calibre of experience that they’d find with say, an Uber, an Amazon, or an Airbnb.
If we look back at the last decade in business, consumer preferences have been altered by startups offering standout customer experiences. These startups have since morphed into industry leaders by making customer experience a competitive advantage.
In the UK, Monzo and Revolut are raising the bar for CX in Banking. Large fintechs such as Transferwise have made sending money across the globe a dream for users. In the entertainment industry, Spotify and Netflix have been ingenious with their use of customer data to create personalised experiences and have made the customer’s experience a cornerstone of their strategy.
Much of what customer experience leaders build derives from listening to customers. It’s critical to ask customers what they want, listen carefully to their answers, and figure out a plan to provide it thoughtfully and quickly (speed matters in business!). We now live in an era where making costly mistakes when improving your customer experience can be damaging to your brand and the bottom line.
Customer experience transcends across multiple departments, touches on numerous disciplines from analytics, research, support and product. Poor performance in any one of those areas can be costly and see your brand slip into irrelevance with the customer.
In the following article, we’ll dive deep into the customer experience mistakes to avoid at all costs.
1. CX Isn’t Part of the Company Culture
True customer obsession is a principle that keeps companies relevant, competitive, and growing. Without it, companies stagnate, become irrelevant, decline and slowly fade away.
Company culture influences and projects onto everything a company does. A customer-obsessed culture creates the conditions where employees strive to design and invent to create delight for the customer.
One of the biggest mistakes you can make is treating the customer experience as an external effort. Creating a customer-centric culture comes from within. A customer obsessed culture is a way to centre and align your business around the interests of the customers.
We’ve been lucky enough to work with companies like Uber, Zappos, and Spotify. One thing they all have in common is a strong emphasis on internal culture. They empower employees to make high-velocity decision making and optimise the customer experience at speed.
One key theme that emerges across all these great brands is the availability of information. In many organisations, customer data is locked in systems, silos, and storage places that are not immediately available.
Their customer experience data flow is designed to continuously collect all streams of customer information in real-time and democratise it. They are making the data accessible via any channel that’s used by those needing to make decisions. There is no need to log into a different system to view NPS, CSAT or surveys responses and email various departments for CSV files of data stored in excel.
All data collected is available in one platform, removing barriers to customer-centric data. This level of transparency is designed to allow anyone within the company to make customer-centric decisions.
Internally, there are a few things you can do to bring the customer experience inside the office walls.

Share the company vision across all teams, departments, and roles. Everyone needs to be on the same page.
Embed customer-centric goals into all company efforts from sales pitches to marketing, UX, and accounting. All departments must be in alignment–and have a clear understanding of how responsibilities connect to CX.
Train your team (regularly) on the latest CX strategies, tools, and best practices.
Provide a single platform to collect and analyse customer feedback data.

2. Poor Use of Data
Why collect data if you’re not going to use it the right way?
Companies must collect, analyse, understand — and most importantly use — customer data to learn how to make the customer experience better. If you aren’t utilising the latest technologies to analyse data you collect on customers, then you’re allowing competitors to be more customer-centric than you.
Today, companies are storing large amounts of data – terabytes and petabytes across several databases. Integrating all data sources into one platform gives brands a holistic view of the customer journey.
To unlock insights on the customer, leading brands invest in powerful analytical capabilities harnessing AI and Machine Learning to understand customer feedback at scale. Revealing the needs and wants of the consumer that would otherwise remain untapped and out of sight.
When you take advantage of the data collected, it allows you to:
Get Personal: Netflix, Spotify and Amazon have nailed the art of personalisation perfectly, suggesting books, TV shows, and songs that fit their users’ distinct tastes. None of this would be possible without analytics.
Identify what’s working: If you don’t look at the data showing what you’re doing wrong in CX and UX, customers will leave your site, store, or app. It’s no longer a question. There are too many other options available to accept a less-than-stellar experience.
Intelligent AI analysis of customer feedback using topic and sentiment analysis can help prioritise what matters to the customer the most. Is it a bug in your app? Delivery time of food being delivered? Pricing? Diving deep into customer feedback at scale can unearth key insights that help prioritise decision making.
Move Faster: Artificial Intelligence can process data in huge volumes in real time, identifying trends in the data, that is invisible to the human eye. You are unlocking the capacity to help you be more proactive to ever changing customer preferences. Top customer experience analytics platforms provide automated alerts that can notify the correct team member when a change in data or behaviour of the customer is registered.
A powerful feature that can easily fit into your team workflow, ensuring key stakeholders who own certain parts of the customer stay on top of customer satisfaction across their section of customer experience.
3. Not Understanding the Monetary Value of CX
Only a small number of companies can demonstrate in actual figures an ROI connected to Customer Experience efforts.
Many customer experience efforts stall out because leaders fail to show their team just how much value a customer-centric culture adds to your overall bottom line. The cost of inaction due to a lack of understanding of ROI can be devastating for businesses.
If you want to sell CX internally, you need to show internal stakeholders a clear link to its financial benefits. A few ideas for kicking off that initial CX conversation:
Choose the Business Metrics Most Impacted by Customer Experience
A few metrics often used to measure ROI of CX include:
Revenue: Top-line revenue is the most common business metric to consider. A recent Forrester study found that the revenue of CX leaders outgrew the revenue of their CX laggard competitors by 5 to 1.
Customer Retention: Improving customer experience has a direct impact on increasing customer retention and reducing churn. Happy customers are loyal and refer their friends regularly.
Cross-sell/Upsell: Customers who are delighted with their experience spend more with a business by buying additional products and services.
Cost-to-Serve: Improving customer experience has a direct impact on reducing the cost to serve customers as it results in streamlined processes, a reduced volume of complaints and refunds to the customer call center and greater efficiencies company wide.
__Use Customer Experience Analytics To Show Link Between Business Metrics and CX __
To show the link between CX metrics and customer experience, you have first to discover how CX drives changes in customer behaviour.
Understand how customers think and feel about their experiences by analyzing their feedback and understand the key drivers behind their experience. With text analytics, you’ll be able to identify which topics impact your CX the most across the entire customer journey. You may find that the temperature of the food on delivery is resulting in cancellations and refunds.
This insight will help you prioritize your investments and find quick wins to generate ROI from CX initiatives quickly.
Secondly, perform analysis to determine what a 1-point increase or decrease in Net Promoter Score, CSAT or your main CX metric tracked company wide is worth in terms of the business metrics you’ve chosen to measure ROI.
4. Review Customer Data by Cohort
Failure to segment your customer data is a huge opportunity missed to generate more profits. Your business may compete with different competitors for specific demographics or geographies.
Different customer segments may have different goals and pain points to solve. Look at customer data from past NPS survey responses and review the feedback by LTV for example and you’ll be able to see what matters most to Freemium users vs Highest LTV customers.

Segmentation adds a lot of context to data. As we see here in this chart, churn rate due to the negative customer service experience of Premium customers is arguably more of a problem than negative customer service experience of Freemium customers.
Gathering these insights and connecting the dots for internal stakeholders can help you get the buy-in needed to take CX to the next level.
5. Not Providing a Personalized Experience
Personalization isn’t optional in this day and age.
Given the fact that CX depends on collecting and analyzing data, there’s no excuse not to use that information to deliver a personal experience to every customer.
Amazon, for example, knows a lot about their customers based on their purchase history, so they personalize and offer their customers special offers based on the customers’ interests. This type of personalization not only increases customer satisfaction but also drives loyalty and repetitive purchases.
Netflix captures the intent of the users, continually researching the interests of its customers. Based on the user behaviour, you might find an actor that you recognize, an exciting moment like a car chase, or a dramatic scene that conveys the essence of a movie or TV show in your feed.
Personalized communication allows you to set the stage for a positive relationship, making customers feel valued while establishing a sense of trust. Brands that don’t make an effort to understand customer needs and preferences miss out on long-term loyalty and risk high rates of churn.
6. Failing to Act On Customer Feedback
Customers do not like it when you ignore them. If there is a customer complaint offering negative feedback, it’s essential to treat it like the learning experience it is.
Make sure you do the following:

Listen to your customers.
Acknowledge their concerns and offer a solution—don’t make excuses or argue with the customer.
Make the required change and follow up — in other words, close the loop to make sure that you’ve fixed the problem correctly.
Apologize and say “thanks” for the feedback.

Much of what is built at leading brands such as Amazon is based on listening to customers. If you don’t prioritise customer feedback and embed your learnings into your product roadmap, someone else will build something that meets customer needs better. Before long, you’ll see your product fall deeper into irrelevance in the mind of the customer.
Ultimately, reviewing feedback from all customers allows you to make improvements to your business and build better relationships with the people who make your organization money.
7. Asking the Wrong Questions
A mistake committed time and time again is failing to ask questions that produce insightful feedback from customers.
The whole purpose of capturing feedback is to provide data for analysis and insights that can drive ACTIONABLE change across an organisation.
It’s critical to remember your customer experience analytics system is only as good as the data you input into it. Asking the wrong questions of your customers won’t deliver actionable insights.
A good rule of thumb is to take stock of your desired outcome right from the outset: what is it that you hope to learn?
If you want to know what people think about your brand overall, then run an NPS survey. If the goal is to learn more about who your customers are and what they care about, consider asking a few direct questions.
Examples include:

What did we do that you liked best?
What could we do better?
What could we have done differently to improve the customer experience?
To what extent did X increase likelihood to recommend?
Which words would you use to describe us?
What function does our product/service fill for you?
How does our product/service solve your problem?
What questions did you have that you couldn’t find answers to?

We recommend sticking to a few questions (think three to five, max) and asking a mix of open and closed-ended questions. More importantly, the questions must be actionable, specific and attributable to a customer segment.
8. Asking Too Many Questions
It makes sense; you want to learn as much about your customers as possible. Initially, you might think it’s a good idea to ask your customers dozens of questions in one go. But customers will most likely see a long list of questions as a burden. Who wants to spend their time essentially doing work for free?
The length of your survey should be, at most, something the average user could complete in under five minutes. That means no more than ten (short) questions.
If you have a low response rate to your customer feedback surveys then that’s a leaky bucket in your CX program.
One tip we recommend is adding in a progress bar to your survey so the customer can see how close they are to completion. If the customer can see the progress, they are more likely to commit and complete all your answers.
That said, it’s unlikely that the average customer will want to read through ten questions, much less give a thoughtful response to each one. Instead, aim to ask two or three open-ended questions at a time. Fewer questions allow customers to share their experience, quickly, in their own words.
You might approach this as an NPS survey, where you first ask the customer to rate their experience with your company—and from there, include a comment box with enough space for them to explain the “why” behind their numeric score.
9. Neglecting UX and Design
Customer Experience is the product of an interaction between an organization and a customer over the duration of their relationship in terms of the digitally crafted experience solely for the organization.
UX is an inevitable part of the CX. It’s important for any digital product and creates a better customer experience.
User Experience is the foundation of a good customer experience. These fields are very much intertwined and one isn’t necessarily more ‘important’ than the other. Companies might focus on necessary service improvements like response time of customer support, but neglecting UX is one of the deadliest CX sins a brand can commit.
No matter how beautifully designed your site may be, if your users don’t know how to navigate and find what they’re looking for, they simply won’t come back.
Think about what you expect when you visit a website. What impression do you get from a site that is poorly designed, full of broken links, or is too hard to navigate? You might click away in frustration. Maybe you’re worried that your computer will get a virus or that they can’t process payments securely.
Poor UX is a fatal blow to the customer experience. When UX doesn’t match up with basic design principles, you’re getting a fragmented experience.
UX touches upon your users and if they have a good experience with your brand they will refer their friends.
10. Not Connecting with Customers on Multiple Channels
One of the biggest criminal offences committed by customer experience professionals is not providing your company with the best chance of capturing customer feedback.
We recommend having an omnichannel approach to collecting feedback. You want to cast a wide net, so you capture as much insight as possible. That means enabling customers to provide feedback across all the critical touch points in the customer journey, across websites, mobile apps, emails, or in-store.
Customers need the opportunity to come to you with feedback, as well as you actively soliciting feedback from them.

Active feedback refers to actively engaging your users and asking them for their input. Most likely about their experience in one of the hotspots of your customer journey, such as the checkout experience, delivery experience, or understanding what they think of a new homepage.
Passive feedback refers to feedback a customer feels compelled to give you on their own volition without being solicited, often highlighting issues that you simply didn’t know about.

Key channels to have a presence when developing your CX program.

Customer Surveys (NPS, CSAT, CES)
Onsite Customer Surveys
Social Media
Call Transcripts
Chatbots Conversations

More feedback means more insights, which adds up to more guidance on how to improve CX.
Avoiding these mistakes is a great way to start improving the experience customers have when they interact with your brand. When a brand starts to consistently offer customers an experience, just a little above what competitors offer, they are bound to control a greater percentage of market in a short time.

30 Terms Digital Marketers Should Know

Digital marketing has so much specific jargon, terms, and acronyms that it’s almost like learning another language. Are you new to digital marketing, or need a refresh on what’s new? Have you ever felt left out and lost during a conversation with your co-workers? We’ve got your back because we came up with 30ish important terms every digital marketer needs to know. So the next time you are caught up in a discussion, you’ll be able to spread your digital wings.
1. Algorithm: a set of rules identified by certain calculations or problem-solving processes. In digital marketing, an algorithm can play a huge role in understanding your audiences’ behavioral & psychographic segmentation by pinpointing their interests, activities, likes, etc.
2. API (Application Programming Interface): designed to show the process of how programs communicate/interact via data with applications.
3. Automation: marketing technologies and platforms are designed to increase effectiveness by automating repetitive tasks.
4. Avatar: refers to user’s profile picture on a website, social media, etc.
5. Backlink: a link provided in an external website or a web page that leads back to your website. This is a popular SEO (Search Engine Optimization) strategy that can increase your website’s search ranking, traffic, engagement, etc.
6. Banner: a form of digital advertisement located in high visibility & traffic areas of a website.
7. Bounce Rate: percent of people who exit after viewing only one page of a website.
8. Call tracking and analytics: this technology allows you to attribute conversions that happen on the phone to your digital marketing. When a customer call is placed, AI-driven speech analytics technology goes to work. Predictive models analyze spoken conversations to classify call outcomes like purchases made, appointments set, or applications submitted — all customized for a marketer’s business objectives. This call intelligence can then be pushed into marketing platforms, whether it’s Google, Facebook, Salesforce, or any one of the hundreds of martech solutions out there.
9. Cookie : well-known as a small, sweet, baked food … but in the digital marketing world, a tracking cookie is a small file from a website a person visits that is stored in his/her browser that helps marketers identify and track unique demographics and preferences to customize web experiences and target ads.
10. CPC (Cost Per Click): also known as PPC (Pay Per Click), CPC refers to the dollar amount companies are charged for each click driving to their website by external publishers.
11. CRO (Conversion Rate Optimization): % of the number of website visitors that take further action out of the number of total visitors.
12. CTR (Click-Through-Rate): percent of people who click the link of ads on a website out of the total visitors. Marketers can use CTR to measure a particular advertisement’s performance.
13. Domain: the address/direct link to a website. Picking a domain name is one of the very first steps of SEO marketing.
14. Email Marketing: promotes your product/service through email campaigns that can help you develop and nurture the relationship with your customers.
15. Engagement Rate: measures the comments, likes, shares, etc. from an audience. Engagement rate can be reported on at different levels, from specific posts to campaigns.
16. Heatmap: represents how people are interacting with a website by using a color map (red = many clicks, green = few clicks). There are many ways to track and analyze this data; popular methods are: click tracking, eye tracking, etc.
17. Hyperlink: a link located within a website or a web page that directs people to another website or web page.
18. Impression: represents when a piece of content (a display ad, social media post, etc.) is viewed by website visitors once.
19. Inbound Link: a link outside of your website or a web page that drives to your website.
20. Internal Link: a link provided in your website that drives to another page within your website.
21. Keyword Stuffing: including an excessive amount of keywords that are not always relevant to the content in a website to influence Google search rankings. Search algorithms can detect this and penalize your ranking.
22. Landing Page: page on a website that visitors initially land on when they click on a hyperlink. Common landing pages are the website home page or pages for specific product offerings. But, landing pages can be customized for many different marketing purposes, from content downloads to events. It is important for landing pages to catch your audience’s attention and drive them to take action. Interested in stepping up your mobile landing page game?
23. Long-Tail Keyword: keyword phrases of three to four words that are particular to your product or service. Long-tail keywords target customers who are looking for a specific product/service.
24. Mention: when another brand, industry influencer, or publication mentions your brand or product.
25. Metadata: a dataset that provides information about other data. It controls the communication between your website and search engines. It’s nearly invisible to website visitors, as it is built into the HTML of a web page. Metadata help working with different types of data. Metadata is a great resource to help analyze and improve SEO.
26. Organic Traffic: unlike paid traffic, organic traffic does not involve any paid ads; all visitors are organic visitors that were not referred by other websites. For example, this result for “call tracking and analytics software” is driving organic traffic to the Invoca website:

27. Pop-Up: a form of online advertisement generated in a new browser window. Generally seen as annoying and prone to blocking.
28. Real-Time Bidding: when online advertisements are bought or sold in real-time per impression on a website. It increases overall efficiency by reducing the number of impressions being wasted. Real-time bidding usually happens on supply-side platforms which help bidders decide which ads impression to purchase.
29. Referral: rather than using traditional marketing methods, referral marketing relies on word-of-mouth marketing where customers talk about a business or product/service with interested shoppers. Online review sites play a huge part in referral marketing. Sites like Yelp, TripAdvisor, and Epinions can help shoppers make the decision to buy a product.
30. SaaS (Software as a Service): a business model that allows customers to access software. See what the process of implementing a new marketing analytics SaaS product looks like.
31. SEM (Search Engine Marketing): a marketing strategy designed to increase Google search rankings of a website or a specific post, primarily through paid advertising. Digital marketers are often responsible for improving web page rankings.
32. SEO (Search Engine Optimization): increasing both quality and quantity of traffic to a website. SEO tactics includes making sure title tags, meta descriptions, and internal links are all created correctly to drive traffic to a web page.
33. SERP (Search Engine Results Page): a page people see when they use search engines, like Google or Bing, to search for something by using certain keywords. The page consists of two different results—paid vs. organic. Paid results are from advertisers paying to display their websites or web pages on the SERP, whereas organic results are websites that are displayed based on SEO.
34. UI (User Interface): every element a person sees or interacts with on websites or apps. UI plays a significant role in determining design aspects, such as the size of a logo or an icon or the overall alignment. UI is used to define UX later on.
35. Unique Visitor: a user who visits a website at least once within a particular period. This is usually calculated by distinguishing multiple visits from the same IP address. Identifying unique visitors can be used in many ways in terms of website data analytics. For example, it helps marketers to build metadata that can be used to create user sub categories in the future.UX (User Experience): refers to the overall interaction between an end-user and the brand, the product/service, etc. It contains marketing, engineering, and design components that go beyond simply providing customer satisfaction. Analyzing UX helps marketers to identify improvements that can be made.
36. UX (User Experience): refers to the overall interaction between an end-user and the brand, the product/service, etc. It contains marketing, engineering, and design components that go beyond simply providing customer satisfaction. Analyzing UX helps marketers to identify improvements that can be made.

How to Launch Free Apps and Still Break the Bank

They say there are no free lunches yet the mobile applications we usually use are free. It is because of fierce competition that app developers don’t want to charge users up front. People who download apps will take the free one over a paid one. To get users to buy an app is no cakewalk. A simple review of app stores will make you realize the vastly different numbers paid and free apps carry. Paid apps are one way to earn money. Even free mobile apps can generate thriving revenue streams for the business. Your jaws will drop when you will see the amount of money free apps bring in for their owners each day. So how does that happen? App monetization can happen in a variety of ways.
And ideally, there is no “absolutely right” monetization model for an app.
Let’s find out the most popular and proven strategies to monetize free apps that can make money for you as well as keep your users happy:
1. Selling Ads
One of the best and most popular monetization models used by businesses all over the world, selling ads inside the application brings home good returns on investment. By 2021, in-app advertising is set to reach the $201 billion mark. Broadly speaking, there are four types of apps. Interstitial ads occur when downloading or making transitions inside the app. These full-page advertisements come when the app changes levels or is paused. They also help in drawing a user’s attention while the data from the server are being pulled. If done right they form a part of UX thus elevating the whole app experience.
Banner ads are an old-school favorite. They run across the screen on top or bottom when an app is used. They do not hinder the normal functioning of the app and occupy minimal screen space. As per research, they are less effective than interstitial apps. Next category is an upcoming favorite using videos inside the app. Sometimes, users will get a reward if they decide to watch short videos. Lastly, native ads become part of the content of the mobile app. They are the most relevant kind of advertisement that does not hamper user experience in any way.
2. Selling Subscriptions
Businesses sell monthly or annual subscriptions to engage users in apps that rely on content. While the subscription-based app monetization model is not as effective in drawing people to subscribe, it could be a money maker for businesses. Unfortunately, you have to keep your audience coming back with new information to give them an incentive to get the subscriptions. This incurs use of many resources for creating relevant content and executing the content strategy. You must have deep insights into how humans think and behave when a business is crafting subscriptions plans that intend to add value.
3. Marketing Third Party Products
You have the ability to promote third-party products or services via a mobile app. This is known as referral marketing. Pick an affiliate network companies that are right for your content on your app. The revenue generated depends on the referral model chosen by the business:

Cost per impression (CPM): In this type of system, the advertiser pays you every 1,000th time their ad is displayed on your application.
Cost per click (CPC): In this type of referral marketing, the total revenue depends upon the number of times the user clicks on the advertisement in the mobile application.
Cost per view (CPV): This method revolves around video ads. Revenues depend on a number of views.
Cost per install (CPI): When you advertise an other-party mobile application within your app, you get paid for every time a user installs it.

4. Make Them Buy
This strategy works when you want users to come on board and get a taste of what lies ahead. While a user is free to download free apps, a more functionally engaging “paid” version is available on the app for the user to purchase. When users buy within the app, they are doing one of these:

Use Instantly: The products or features within the app can be used once when purchased. For example virtual coins and tokens.
Save for Later: Features that are available for use on a permanent basis fall under this category. For example, newer levels of the game or access to the ad-free version of the apps.
Periodically: This model allows unlocking of additional features of an app product for a limited amount of time, on a monthly or a yearly basis.

The free version should be interesting enough for users to get hooked. They should be left with wanting more. For example, if you are out to build a great game keep the first three levels free and the next level unlocks with in-app purchases. If the game is good enough, you will be able to get a sizable number of users to pay for the next level. Respect users by building the unclicked features even more interesting than the free ones so they feel the worth of their money spent.
Bottom Line
If you have an app idea you need to make sure you launch it as a free app and build your business via any of the above monetization techniques. The right monetization model will depend on a plethora of factors like target audience, geography, category, etc. Each method has its own benefits and drawbacks. However, the insights shared above will help you in analyzing what method is best suited for your app business.
It goes without saying you should consult a professional mobile app development company before making a decision or even testing the waters as their expertise and experience will keep you away from known pitfalls.

Customer Experience vs. User Experience vs. User Interface

I’ve lost count of the number of meetings that I’ve had with copywriters, marketers, and designers where the terms customer experience (CX), user experience (UX) and user interface (UI) have been used in an interchangeable manner.
In those meetings, I’ve always gotten the gist of what they were trying to explain, so I’ve overlooked the terminology. But now that my job consists of diving into the mysterious, new industry of customer experience and emerge with clear concise answers for CX professionals, I’ve decided to it’s time I tackle CX versus UX versus UI.
Let’s get started.
What is customer experience (CX)?
The short answer: Customer experience (CX) is a term used to define all interactions that a customer has with your brand.
Customer experience is how your customers perceive their interactions with your company. And delivering great customer experience means meeting or exceeding the expectations of your customer during all interactions with your company.
I want to emphasize that the term customer experience encompasses all interactions, across all touchpoints of a customer’s journey and relationship with your brand. This means any type of engagement a customer has with your company, whether it be on your website, via social, on the phone, in person, etc.
Customer experience is important because it determines whether your organization succeeds or fails. In fact, poor customer experience is costing U.S. companies $136.8 billion per year due to avoidable churn.
If you think about it, the concept of CX is pretty simple. As the customer, when our needs are met we barely notice it, because we expect it. But when we’re disappointed by a company, we notice it because it interrupts our day. And often, we are so upset that we tell our friends, family, and colleagues; we write poor reviews online and, most likely, will stop engaging with that brand.
To deliver great CX, a company needs to establish a solid customer experience program that lays out the plan to produce great customer experiences across the entire customer journey. To learn how to do this, check out our other CX article.
What is user experience (UX)?
The short answer: User experience (UX) focuses on optimizing a product or service for effective and enjoyable use.
Unlike customer experience, which focuses on the customer’s entire experience (duh), user experience centers solely on the satisfaction with the product or service.
To understand why there’s confusion between the term CX and UX we have to hop on our time machine and travel back to the late 1990s when the term was first used.
Legend has it that Don Norman, a cognitive scientist and co-founder of the Nielsen Norman Group Design Consultancy, invented the term UX, declaring that it encompasses all aspects of the end user’s interaction with the company, its services, and its products.
Norman’s definition implies that UX includes all interactions, which sounds a lot like CX, right?
Well, over time the term user experience has morphed into its own, new experience category. It’s often now referred to user experience design (not to be confused with the term user interface or user interface design which I will address below). It’s unclear why or how it’s changed among industries; some say it’s because of the digital boom, but I disagree.
I disagree with that theory because UX isn’t tied solely to the digital realm—user experience refers to both physical and digital products and services.
User experience focuses on enhancing the user’s satisfaction with a product or service by improving the accessibility, usability and overall pleasure of using that product or service.
In even simpler terms, UX’s goal is to make it as easy as possible for users to accomplish what they’re trying to do. It’s all about helping them solve a particular problem.
What is user interface (UI)?
The short answer: User interface (UI) refers to the optimization of a product’s interface look and function.
User interface and user experience go hand in hand.
Rahul Varshney, co-creator of Foster.fm explains it perfectly:
A UI without UX is like a painter slapping paint onto canvas without thought; while UX without UI is like the frame of a sculpture with no paper mache on it. A great product experience starts with UX followed by UI. Both are essential for the product’s success.
Unlike UX, which can relate to both physical and digital products, user experience lives strictly in digital.
User interface focuses on the look and feel of a product—its presentation and interactivity.
Another way to look at it is: UI is the process of visually guiding a user through a product’s interface, via interactive elements (like icons, scrolling, etc.) across the entire platform.
With the user interface, you’re dealing with how people see things.
If you’re like me and get these terms mixed up, here is a simple way to look at it: If you create something that looks amazing but is difficult to use, that’s an example of great UI and poor UX. However, if what you created looks horrible, but is very usable, then you’ve got poor UI and great UX.
To wrap up: CX vs. UX vs. UI
User experience and user interface fall under the overall customer experience of a brand. However, all three terms are equally important. If people can’t understand your website, it’s very unlikely that they’ll become a customer. On the other hand, you can have a wonderful website, but horrible customer service, and easily lose loyal customers. Great customer experience can only happen when you succeed at all three.
Learn how GetFeedback can help you exceed customers’ expectations—start your free trial today.

Content Marketing Lead-Gen: Reboot Your Agency’s Program in 10 Steps

Get more leads by rebooting your content marketing!
Frustrated that content marketing isn’t generating leads for your agency?
You’re not alone—a lot of agency leaders report their content program doesn’t work.
However, when I dig deeper in our consulting, the lead-gen problems are often obvious.
Where Agencies Struggle with Content
I see things like generic or otherwise irrelevant content, channels that don’t meet the target market’s preferences, or inconsistent content. (And often, the agency is unclear on their target market in the first place.)
Your agency’s content marketing program should help rather than hurt your lead-gen. Your blog doesn’t help if you haven’t updated it in a year. Your social media accounts don’t help if they’re dormant. And the world doesn’t need another “Top 10 Pinterest Tips.”
As I shared earlier this year, your agency’s content marketing should incorporate three things to actually generate leads. Specifically:

Offer Solutions to your target market’s important problems.
Deliver your advice via Channels your audience prefers.
Choose tactics you can deliver with Consistency.

What’s the fix? Be strategic about your content marketing… and then follow the 10 steps in this article to operationalize your reboot!
10 Steps to Operationalize Your Content Reboot
Once you’ve committed to Solutions, Channels, and Consistency, it’s time to operationalize the strategy.
Follow these 10 steps as you implement your content marketing reboot!
1) Rally a subteam to lead your agency’s content marketing efforts.
2) Set lead-gen goals and metrics.
3) Define (or refine) your target client persona(s).
4) Compare your prospective clients’ core problems to identify which ones you can help them solve.
5) Build an internal repository of client problems and solutions.
6) Compare your target clients’ preferred channels to what your agency can deliver.
7) Divide the workload between the team, while designating someone to be the “integrator” for everything.
8) Make it “safe” for employees to spend time on agency self-marketing… even as it takes them away from the tantalizingly billable work they know you’d rather they be doing.
9) Adapt and execute as you learn more about what your audience really cares about.
10) Throughout the process, incorporate ways to convert content consumers into email subscribers, to support your marketing automation followup efforts.
Ready to dig deeper? Share this 2,500-word article with your team, to help them help you… and read on!
Dig Deeper: Content Marketing for Lead-Gen
Let’s take a closer look at each of those 10 steps, to help you make it all happen.
1) Rally a subteam to help.
Enlist your team; you’ll struggle if you try to do all of the content marketing alone.
How should you divide the workload? It depends on what you want to do vs. where you need your team’s help. (For specific examples, see #7 below.)
Your growth style preference matters, too—if you lean toward running a Lifestyle agency, you probably want to be the primary thought leader; if you lean toward building an Equity agency to sell, that’s less critical.
Importantly, recognize that the subteam’s billables will drop as they focus on your self-marketing. (Run the numbers, but someone needs to be doing your marketing.)
2) Set lead-gen goals and metrics.
Now that you have the team down, consider your goals and metrics.
For most agencies, this is about growing subscriber count, or about the number of MQLs (marketing qualified leads) generated on a weekly or monthly basis. You might also consider what percentage of MQLs turn into SQLs (sales qualified leads). After all, some subscribers are your competitors—not future prospects.
One of my new clients wants more leads, to support his agency’s sales growth goals. To start, we defined a baseline metric of 3-5 SQLs a month; the target metric is 10 SQLs a month (deadline TBD). We’ll ultimately use a range of approaches to improve that monthly figure—but importantly, we’re on the same page about the key performance indicator (KPI).
When your goal is lead-gen, avoid focusing on vanity metrics (things like follower count and pageviews), and instead, focus on the actual leads generated. (It’s useful to consider MQLs as a proportion of site traffic, but don’t forget the goal is leads rather than unique visitors.)
Likewise, try to avoid focusing on difficult-to-calculate metrics. If someone has to spend five hours a month manually calculating something, that’s probably not an ideal metric.
Metrics work when everyone’s on the same page about what “qualifies” a contact to be in each stage. You don’t want to be arguing each month about whether a set of leads “counts.”
3) Define (or refine) your target client persona(s).
A client mentioned “focusing” on seven types of clients, each of which had 1-3 personas (e.g., CEO vs. CMO of a SaaS tech startup would count as two within the one company-type). This translated to 15-20 individual target personas. That’s not ideal; you can’t successfully focus on 15-20 different targets at once.
Within each target persona, consider what defines them as a segment (e.g., job title, company size, industry vertical) and consider what their biggest problems are.
Many agencies use target personas that read like a “bio” of a hypothetical person; that’s fine, but be sure you talk about the problems that hypothetical person faces—and the channels they use to keep up with advice to make their job easier. (More on that in #4 and #6.)
4) Review each persona’s core problems.
What are your target personas’ core problems? (Hint: Your content should be helping them solve those problems.)
When agencies struggle here, I find it’s often because their content is targeted to themselves rather than their clients. For example:

Dev shops care deeply about APIs and UX trends… but your clients don’t. Stop writing about JavaScript libraries; instead, talk about things like the business benefits of rapid prototyping.
Content agencies care deeply about copywriting shortcuts, workflow tweaks, and metadata… but your clients don’t. Instead, talk about things like how client-side workflow tweaks can help them launch things faster.
PR agencies care deeply about media relations and influencer marketing… but your clients don’t. Instead of sharing tips on using media monitoring software, talk about what to do when one of their competitors has a crisis, or how they can help you in building relationships with journalists.

When in doubt, trace your solutions back to the underlying business problems(s) your clients are trying to solve. What gets them a bonus or a promotion? (Help them do more of that.) What would get them fired? (Help them avoid that.) Consider the “Jobs to be Done” framework.
Not sure about what their problems are in the first place? You need to do some Customer Development research to figure that out; otherwise, you’re creating content and sending it out into the void.
5) Build a repository of client problems and solutions.
You and your team are solving client problems all day long. Like my “article starter” concept above, your email replies, phone conversations, and discovery sessions are all fodder for future content.
Yet most agencies don’t have a good place to track all of those problems and solutions, which makes creating content harder. You’ll want to genericize the solutions, since you’re creating content for the persona rather than the specific original client.
What’s the right central repository? Find something that fits your agency’s existing workflow. Maybe it’s a dedicated internal “project” within your project management system. Maybe it’s a Google Doc or (even better) a sortable Google Sheet.
Having the repository isn’t enough—you want people to update it as they encounter suitable problems and solutions. This may require finding an approach that’s easy for most of your team, but difficult for the one person who’s consolidating things—for instance, forward an email to your marketing coordinator, and then the coordinator adds things to the repository.
6) Compare clients’ preferred channels to what you can deliver.
As I noted in #3, you ideally know how your clients keep up with industry trends, shortcuts, and other news and ideas to make life easier. Here, I’m using “channel” in a broad sense—referring to both platforms as well as delivery formats.
Favorite “channel” preferences will vary by persona. For example:

Marketers are active on Twitter… but non-marketers are less likely to be there.
Clients in field services—where they’re at job sites all day, like owners of pest control or landscaping firms—aren’t likely to read a long blog post, but they might watch a short, informative video on their iPad while waiting for a customer that’s running late.
Clients who are super-technical are likely to want to read that long-form blog post, because they’ll be thinking about the lack of citations in your 3-minute video.

But it’s not enough to know the channels—you need to identify the channels your agency can execute consistently. For instance:

Hate writing? Blogging probably isn’t your best choice, even if your target persona likes reading articles. (Although you can enlist your team’s help—for instance, you “ideate” a post, the team writes it, and you confirm the final version.)
Hate being on-camera? A video blog probably isn’t the right choice, even if your target market loves video. (Although whiteboard videos, explainers, and other formats may be a match.)
Never can meet an internal deadline? Don’t launch a weekly newsletter; once you start, it hurts you to be inconsistent. (I’ve missed sending my newsletter only twice since 2013—once due to a technical glitch and once due to a hospitalization.)

You may need to do some Customer Development research to understand this better. (Start by asking your favorite current clients!)
7) Divide the workload between the team.
As they say in EOS, you might be the Visionary here—but someone needs to be the Integrator for everything.
Someone needs to lead the overall strategy—including initially refining the target persona(s). After that, someone needs to manage the editorial calendar. Someone needs to create the content, too—and likely multiple people, given the different skillsets (and topics) involved.
In my case, I defined the target persona several years ago (with my team’s help). I set the editorial calendar and write all of the from-scratch blog posts.
Another team member—the marketing project coordinator—proofreads my work, drafts email newsletters, and schedules things after my “sounds like Karl” QA review. One person is responsible for all of those steps; the specific person has varied over time, but cross-training means that someone could help temporarily in an emergency.
To help me write faster, I’ve started doing what I call “article starters”—where I answer a specific client’s question, and then forward the email to my [under NDA] marketing project coordinator, typically with a note on my recommended angle. She drafts a blog post based on my advice, removes client-identifiable details, and slots the post into the editorial calendar. I still need to make a number of updates, but it’s a lot easier than starting entirely from scratch.
If you don’t like writing (or designing infographics, or shooting video), you’ll need to enlist team members to handle the parts you don’t like.
8) Make it “safe” for employees to spend time on self-marketing
Everyone at your agency should have a billable hours target, and they should know their target. When people are involved in your self-marketing, be sure to reduce their target accordingly.
Can’t spare the billable hours? OK, hire a contractor; their fees are likely less than the Opportunity Cost of your employees’ potential billables.
Can’t afford to pay a contractor to do marketing? You’re in trouble; you might be approaching—or already stuck in—the Agency Doldrums. Someone needs to be doing marketing, or else your sales pipeline will go dry.
For the most part, my marketing team members aren’t also doing billable work. This makes it easier for them to focus on lead-gen support and other self-marketing efforts.
When I do marketing—instead of billable work—it’s because I recognize that it’s part of my job as a business owner. I recognize and accept that I’ll be doing self-marketing until I retire.
A couple weeks ago, I was sorting through a sizable sales backlog… but I still executed on new marketing activities, because I don’t want my pipeline to be weak in six months.
Don’t like “Always be marketing” or “Always be selling“? Consider whether you really want to be running a business; those should get easier, but they won’t disappear.
9) Execute, iterate, and adapt.
We don’t have all the answers… but we can get better with practice. Execute, iterate, and adapt.

I do A/B tests on every newsletter send (technically, multi-variate since it’s five subject options), since I don’t magically “know” the most resonant subject line. By tracking the performance of each subject line—and comparing results over time—I can see what resonates and what doesn’t.
Which pieces of content are most popular (by lead conversions, by overall readership, by social shares)? Google Analytics and other tools can help… if you review and act on what you see.
Trying to find the right language? You can do the “run PPC campaigns” test. But don’t discount in-person discussions at a conference; nothing exposes a shaky “what do you do?” response like seeing five people in a row looking confused at what you said.

You’ll find your solutions become more on-point, too.
How do you know it’s working? Well, lead-gen will be up, of course. But you’ll also hear things from people, along the lines of: “It was as if you wrote that just for me!” or “Were you listening to our last internal meeting?”
10) Get content-consumers onto your email list.
As I note in my Inbound Branding strategy, content isn’t just about sharing and promotion—it’s also about marketing automation, to help you stay in front of people.
That is to say—get people on your list (and otherwise subscribed). You may not get a second chance! As one of my speaking coaches noted, “The audience will never love you more than the moment you walk off the stage.”
For instance:

Each of my blog posts includes a newsletter signup call-to-action (CTA). The CTA is often specific to the topic.
When I do guest posts or appear on a podcast episode, I have some sort of audience CTA to encourage people to sign up for more.
When I do public speaking, I have a call-to-action (often with a special, topic-specific signup premium) that typically gets a 15-30% opt-in rate.

Throughout the process, find and act on ways to convert content consumers into email subscribers, to support your followup efforts.
Moving Forward at Your Agency
Remember, you don’t have to do all the work—but you have to lead the charge. Set the agenda… and then recruit your team to help.
And if you don’t have an active marketing automation program—an email newsletter, at minimum—fix that; you’re missing a key opportunity to stay in front of prospects.
Question: How will your agency use these 10 steps to get more leads via content marketing?

How to Capture Emails Before Launching Your Website

Too many marketers are under the impression that you can’t capture emails prior to launching your website, and because of this, their businesses are losing out on a head start. There are many ways you can build an email list before your website is up and running, and doing so will help you boost your brand and grow an audience ahead of time.
Why capture emails prior to launch?
There are endless benefits when it comes to capturing emails before your big launch. It allows you to build your audience before you’ve officially set up your website. This means you already have a dedicated, loyal customer base on your hands because they’re willing to hand over their email information before you’ve launched. That says a lot.
It’s also a good way to introduce yourself to your new audience. You have the ability to email your new subscribers welcoming them to your brand, telling them about who you are and what you do, and explaining what they can expect from your business in the future. It boosts your brand’s credibility and positions you as a company worth trusting.
Let’s take a look at a few different ways you can collect emails before your official site launch.
Create a coming soon landing page
The best way to convince your audience to hand over their information is by crafting a well designed and written landing page. And not just any landing page, but a coming soon landing page. This specifically tells users that your website is launching soon as well as your products and services, which is why it’s important that it serves its purpose of attracting your audience and getting their emails.
Harry’s, the popular shaving brand, was able to collect 100,000 emails prior to their website launch with their well-designed landing page:

Your landing page should make it easy for users to understand what your brand is doing, who it’s catering to, and what kind of services it offers. If you’re an ecommerce store and you have pictures of your products, add them to your coming soon page.
SeedProd is a helpful tool that lets WordPress users create maintenance and coming soon pages that capture emails before launch so you can start growing your business as soon as possible:

Optimize your opt-in form
If you’re going to capture emails, you need to make sure your form is optimized so it’s easy for users to fill out and understand. It should be simple, easily navigable, and not exhaust users to the point where they abandon the webpage altogether. When it’s difficult for users to get through filling out your form, it creates a negative UX.
It’s best to leave your form fields simple with minimal boxes to fill out:

Have you ever felt encouraged to fill out a form on a website only to be deterred when there are twelve form fields in the way? You’re not the only one. Research by HubSpot found that reducing the number of form fields from four to three can double your conversion rate because minimizing the steps it takes to complete an action relieves your audience. They’re not trying to exert too much energy while on your site, so make this easy for them.
Leverage social media
Social media is a great way to build a loyal audience and boost your brand credibility even before you’ve officially gone into business. A fully optimized profile will help you gain visibility from your target audience who will then check out your account and, hopefully, be led to your website.
Here are a few things you should do to properly leverage social media to your advantage:

Fully fill out your profile, including your bio, summary, location, and photos. Try not to leave anything blank. The more information you provide for users, the more they can decide if your brand is right for them.
Add calls-to-action to your profile that go to your landing page, lead magnets, and other social media accounts.
Use your bio to describe what your business does and how it helps its target audience.
Promote your launch in your posts, linking back to your website and listing the benefits of doing so.

Final takeaway
If you have yet to launch your website, it’s still wise to think about the ways you can grow your business. It’s very possible to grow a list of loyal potential customers by preparing beforehand and strategizing how to grab their attention as well as their trust. To do this, create a landing page that outlines what your business does and who it’s for. Use your social media accounts to spread the word about your launch and optimize your profiles so users are intrigued by your brand. Finally, optimize your opt-in form so people are more inclined to fill it out and become part of your email list.

Data-Driven Web Design: How to Convert Your Website Into a Revenue-Generating Machine

Many websites are designed in the hopes that visitors will complete an action. To think that a website designed purely on aesthetics will “hopefully” convert sales is a quite tricky approach.
Aesthetics are important. But if you do not approach web design with data to back up your design instincts, you’re missing out on potential. Web design loves data.
It’s time to take off rose-tinted glasses and look straight into the eyes of cold data. In this article, we’ll uncover the best web design practices to convert your website into a revenue-generating machine.
The problem isn’t the data, it’s how you use the data
Designers often face a situation when a client doesn’t want to create a web design from scratch, but to improve the existing one. Then you should be daring enough to suggest the drastic changes that would make this business competitive on the web again.
However, you must know sometimes it’s difficult to convince a client to take radical actions. Business owners have good analytical thinking and need strong arguments for doing any changes. Thus, your design hypothesis backed with data would rather persuade them than anything else.
Imagine, you need to redesign the checkout process on the e-Commerce website. The first thing you might apply is user testing. It helps identify the problems users face when going through a checkout flow. The website analytics is your good old friend here. It can show how many web visitors abandon their carts after seeing the shipping rates, for instance. This data gives you also access to information on how current consumers behave during shopping and helps understand the up-sell opportunities.
Being armed with both quantitive and qualitative data on the website functioning, you can take the right design decision. When your design ideas are backed with data it becomes much easier to continue a conversation with the decision-maker on the above-mentioned drastic website improvements.

How can web design benefit from Google Analytics data?
Google Analytics gives you access to tonnes of data that can impact your decisions when creating the website architecture. You can investigate the internal search queries to define which pages users are looking for on your website. You might not have FAQ page or a specific page with the information users are often searching for. By simply adding this to your web architecture you can significantly improve user experience.
Imagine, people are constantly trying to go to a certain web page. Why not make a button linking to this page easily accessible on a home page? Investigating internal search queries opens up the opportunity to build much easier website navigation and, possibly, make a conversion rate much higher.
Form and call data constitutes a huge source of content ideas
Another prime tool for improving your website UX is reviewing form data and phone calls. It gives you even more information on how people behave on your website. Do they, maybe, ask questions that can be easily answered if you add a new block of content on your website?
You might be surprised but researching submitted forms you can enrich your website with the new key phrase variations and come up with the fresh ideas on web design style, sizes, shapes, etc.
Let your prospective customer’s queries be heard and see how a new source of information on content and design ideas opens right before your eyes.
Analytics shows if people love your content

Actually, there are a lot of ways to measure the “love” of your website visitors. You can conduct a content audit by looking at the heatmaps and analytics performance. It helps define which texts, photos, or other visuals are more loved by the website visitors and drive more conversions for the business. Traffic helps understand which website elements work better and are the most visible. Lots of moving elements might bog down the pages, providing negative user experience.
How to define if your content is really relevant for visitors?
It’s even better if you can use traction to measure and optimize your content. Do you know what does traction mean? It’s the users’ reaction to the content: are they responding to it, sharing, or are performing your preferred course of actions? Finally, are they converting? An example of “traction”, would be how Medium structures its metrics – where they prioritize “reads” and a read-ratio, and “recommends”, alongside pageviews.
The data-driven design doesn’t stop there. Data analytics helps designers combat their assumptions and allows them to move beyond standard design practices. Every industry, vertical, and business is unique, thus, every website needs a specific approach based on the insights from a web user experience.
When you follow design rules and guidelines to the letter, or just follow the latest digital design trends, it leads to a cookie-cutter website that doesn’t resonate with your users. The only way is to investigate each piece of your online presence puzzle to create a truly data-driven design that will bring success to your business.

How to Boost Ecommerce Sales Using Live Chat: 3 Tips

If you have yet to implement live chat to your website’s marketing strategy, now is as good a time as any to start. For ecommerce stores specifically, live chat can boost your brand’s credibility, deliver a better customer service experience, and move visitors further down the conversion funnel.
For a lot of customers, instant communication and accessibility are key for a successful customer service experience. Research by Kayako found that 52 percent of users are more likely to repurchase from a company that offers live chat support. It’s becoming a more important feature for ecommerce businesses to have that reduces shopping cart abandonment as well as bounce rate because it keeps customers engaged and moves them through the buying process.
If you’re looking to boost your ecommerce sales using live chat, here are three tips to get started.
Train your team properly
The difference between live chats that bring about conversions and happy customers and those that don’t is a trained team. If you rely on employees to keep your live chats afloat, you need to train them adequately so your business has the best chance of success possible. You wouldn’t throw an employee into any type of work without adequate training, and the same rule applies here.
Thoroughly guide your team through the process of operating live chats. Make sure you spend enough time, money, and resources on hiring the right people and onboarding them efficiently because if you don’t, you’ll pay for it later on. Highlight terminology that should be used, how to handle a wide range of emotions from visitors, and what questions and answers they should familiarize themselves with.
Create a character
To stick to your brand image and keep it consistent across all areas of your website, it’s important that you put a face to a name for your live chat. Whether you have a real person behind the screen handling chats or a bot doing most of the work, it helps to create a character or persona for your online messaging so users get a welcoming, humanized experience.
Many companies create characters to appeal to their target audience. OptinMonster, for example, uses its monster character Archie as the face of their business:

It’s easier to relate to and express issues with a person or character rather than with words on a screen. Personas make it easier for users to leave honest feedback so you can refine your strategy and make necessary changes to your business. That’s why fleshing out a character that’s relevant to your business and branding is important. You can give it a name, personality traits, tones, and more to personalize it to your brand image so users feel like they’re talking to someone familiar.
DuoLingo uses multiple different characters to help their audience learn new languages:

Optimize for mobile
You can’t afford to ignore optimizing your live chats for mobile. According to research by Stone Temple, 58 percent of site visits come from mobile devices, and that number is steadily inclining. If your website’s live chat feature isn’t compatible with mobile and non-desktop users, you’re neglecting more than half of your audience and missing out on potential sales and new, loyal customers.
Optimizing for mobile offers users a positive UX that leaves them with a good impression and more willingness to engage with your brand and purchase your products and services. People browse differently on mobile, so it’s important to recognize this and optimize your strategy accordingly. The easier you can make the process of navigating a purchase for your website users, the better the chances are of cultivating a loyal, satisfied audience.
Design chats to fit smaller screens and that have easy-to-read text. Type out shorter, concise messages akin to text messages so that it’s easier for users to engage. Split test different variations of your chat’s text and design to see what your audience responds to most.
Wrapping up
When done right, live chat can do wonders for your business including improving lead generation, increasing ROI, and cultivating a satisfying customer service experience. It’s frustrating when businesses are difficult to reach for questions, issues, or concerns. With live chat, users get the help they need much faster while your business continues to grow and prosper.