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Growing From 0 to 10K Organic Visitors By Targeting Content To The Sales Funnel

In the business world revenue is important to maintain the success of the business. Unfortunately for many businesses one common challenge that many come across is having plenty of traffic but not enough overall conversions. While many companies tend to focus on creating content which is designed to generate plenty of traffic, they may not realise that they need to focus also on targeting their content strategy to their buyer’s search intent at the different cycles in their sales funnel. Targeting content to the sales funnels can mean the difference between growing 0k to 10K organic visitors in just a short amount of time. We covered social media and sales funnel issues on our S56 blog, and here we’re focusing on targeting with content. The following guide is designed to help increase traffic while strategically focusing and targeting different sales funnels.

Grow Your Organic Visitors Faster With Targeted Content

Identify And Research Where To Focus Your Content Efforts

SEO Sales FunnelYour content is key to the success of growing your organic visitor base, however before you commit to any content write-up, you need to identify where to focus your efforts. By surveying the different related businesses in your niche, you will be able to find out a few things that will help focus your content creation to your targeted audience. In a typical survey you may find that some of the companies have experienced the same outcome:

  • There was a lack of great content which was designed to help people with numerous challenges in their daily business operations.
  • There was a lack of trust within industries with many businesses getting burnt by freelancers and companies.
  • There was poor communication between the client and the firm where the client didn’t know how the project was progressing.
  • A business hires a person who isn’t as skilled in the production phase of a project as they should have been.

As many companies are affected by these issues, this is what you need to capitalize on. The goal is to create some of the best content resources available which resolves these many issues for businesses and readers. During the research phase you could complete the following, if allowed:

  • Listen in on prospect phone calls and catalogue the questions that they asked in the beginning of the buyer process.
  • Talk to current clients and take note of challenges they faced during a working project.
  • Listen to conversations and take notes of questions and objections clients had before completing a purchase.
  • Call prospects from different business types and ask them in-depth questions that would help you understand their buying triggers.

Once you have completed this research you can then start a content strategy plan to create content that will be used to resolve these pain trigger points in low, medium and high operating businesses.

Targeting Keywords That Match Different Sales Funnel Stages

SEO Content StrategyAs a content creator you probably already know the basics of keywords. Although many businesses use generic keywords to gain major traffic volume, this can be increased dramatically by using a little more strategic skill. The key to targeting content to more sales funnels is by using targeted long tail keywords which cater for each stage of the project’s development process. When researching a product or service, a general company or target audience would be searching for something like:

  • How Tos – How do I build a website? (This is classed as: Top Funnel. This means that the user is doing initial overall research before they have actually started the process.)
  • Comparison – Templates Vs Customized Web Design (This is classed as: Mid Funnel. This means they generally have an idea in mind of what they want to design but haven’t chosen the right hosting company or domain name yet).
  • Questions – What is the best website hosting company? (This is classed as Low Funnel: This means they know what they want to do and need to get started by choosing the best options for their project.)

In knowing these different levels, you can easily create more specific and targeted keywords which will directly target your content to the right person. Some keywords for each funnel include:

Top Funnel:

  • How to create a website
  • How to make a website
  • How to build a website
  • Make your own website
  • Create your own website

Mid Funnel

  • Best ways to create a website
  • Creating a website for your business
  • Building your own website
  • Best ways to make a website

Low Funnel

  • What do I need to make a website
  • How to setup a website
  • How to choose a hosting company
  • How to make a webpage
  • How to choose a website layout

Writing For A Specific Demand

The best way to target your content more directly is by typing your long tail keywords into a search engine such as Google and see what results show. Click on each result (unless they are against the law) and see whether the question has been answered directly by someone else. For example:

If you type in ‘How To Make A Website That…’ you will see, depending on your search engine it may come up with something that ends like:

  • Makes money
  • Has accounts
  • Steals passwords (this one won’t obviously be used as it is illegal).
  • Can upload videos

Google Auto Complete

You’ll find a lot of the time there are many blogs that don’t answer the question posed directly, only providing useless information which doesn’t lead to positive results. This is where you can step in to create a piece of content that actual answers their question in full detail. In doing this, your business will become renowned for great content.

Conclusion

Creating content to target the different stages in the sales funnel can be challenging at first for the inexperienced, but over time it will come more natural to you and your business partners. By basing your content strategy around these methods you can easily start to grow your organic traffic from 0K to 10K in a very short time. It’s important to remember, however, that you should only answer legitimate and legal questions in your niche. Your business should never promote any unethical behavior as it could lead to major legal complications. So are you going to change your content marketing strategy to target more sales funnel stages?

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Are Ad-Blocking Tools Really Dangerous to PPC Ads?

Ad blockers (ABP)

It’s $8.2 billion the estimated cost to of ad blockers to the ad industry according to the IAB (Interactive Advertising Bureau). In Germany, the case has been brought to court even, but it lost.

Why consumers do block ads? To keep themselves safe against malware and spyware, of course. It’s not unheard of that ads generated from dynamic advertising systems like AdSense or Chitika came with spywares or deadly viruses that damaged users’ computers irreparably.

Siding with consumers, Asus is going to make all its smartphones AdBlock Plus enabled in 2016.

What can YOU — the blogger, the publisher — do about this trend? Will it affect your PPC ads?

Ad-blockers might be a problem… or might NOT

To quote The Wall Street Journal, “ad-blocking software potentially hurts publishers more than it does the advertisers users are attempting to avoid. Marketers say it’s probably best their ads aren’t displayed to users that strongly dislike them. But for publishers that are dependent on ad revenue, they end up effectively giving their content away for free to ad-blocking users.”

Indeed, it might be more of a problem for you than for the advertiser buying ads on your space. However, the fact that blocking ads translates to consuming content for free is debatable. In fact, the vast majority of ads pay on a Pay-Per-Click basis and not Pay-Per-Impression, so you still wouldn’t get clicks (and money) from users who deliberately avoid ads like pest.

If you use static ads, you may not need to worry at all; however, if you are run dynamic ads on your blog… read on.

If your blog income relies on ads, consider going static

Text links and static banner ads (simple images with a link) are a better choice when your users regularly block your ads.

The advantage of text links and banner ads is that these elements are part of your website, not some third party element the ad-blocking tool will recognize as threatening. Just as your user can view links and images in your posts, so they will be able to see your banner and link ads.

Because these ads are static and are placed editorially after your scrutiny, they will not come with unwanted spyware, viruses and encrypted images with malicious code.

No scripts; only use simple HTML. That excludes AdSense and similar programs, but it gives you full editorial control and you can choose your advertisers.

Prefer sponsored posts to display ads

Sponsored posts are an alternative to display ads that won’t trigger a block. Readers can still ignore these posts, but they will not run into any risks to see their privacy breached by some third party code.

Also, unlike display ads (even static ads), sponsored posts integrate perfectly with your editorial content, so they will be less obtrustive and readers can freely skip them and only read what catches their interest.

Interested readers, however, won’t have to worry that their favorite sponsored content will bring along unwanted malicious code.

Remember to disclose your sponsored content as such!

Use disclaimers

Inform your readers that you use ads and that your ads are not dangerous (no scripts, no tracking). That is, if you use static ads.

For dynamic ads, you can still use a disclaimer (a modal dialog) to ask visitors to turn off their ad-blocking tools and give your ads a chance, since you do your best to provide only risk-free, relevant ads.

Of course, the last decision is the user’s, but you can still try.

Another way to use disclaimers is similar to the above mentioned, but it involves the use of a content blocking tool on your behalf to block users with ad-blockers activated from viewing your content, that they can unblock once they turned off their ad-blocker.

This last strategy is more invasive and you may lose readers because of it, but in this case you should determine whether traffic and subscribers are more important than ad revenue.

Disable tracking and write an anti-tracking policy for your advertisers

If you have power over the ad scripts you use, disable tracking for your adverts and leave only click counters on. Of couse, any ads who don’t allow “no tracking” will disappear or get canceled, so in that case make sure you refuse those ads prior to making the change. (Every advertising program is different.)

In addition to this operation, write an anti-tracking policy for your advertising, stating that from now on you only allow adverts that don’t track users across multiple sites, but only count clicks and conversion rates.

More to read:

How do you deal with ad-blockers? Do they affect your revenue?

Let’s discuss in comments below.

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