Your browser does not support JavaScript!

6 SEO Growth Levers for Higher SERP Rankings; Growth Marketing Conference Summary

Tom Casano is the founder of Sure Oak, one of the fastest-growing SEO agencies in NYC. They’ve grown clients’ organic traffic by up to 500%. Google conducts 3.5B searches every day — SEO is still one of the strongest long-term growth strategies. Anyone can start here and become an SEO expert. HOW TO: Bring cutting-edge SEO tactics […]

Tom Casano is the founder of Sure Oak, one of the fastest-growing SEO agencies in NYC. They’ve grown clients’ organic traffic by up to 500%.

Google conducts 3.5B searches every day — SEO is still one of the strongest long-term growth strategies. Anyone can start here and become an SEO expert.

HOW TO: Bring cutting-edge SEO tactics to your website to spur more conversions

1. Keyword research: find 2-10K keywords related to your company and divide them into topic “clusters”

Clusters are groups of similar content surrounding the pillars of your business, connected by internal links. Group hundreds of keywords in different clusters to establish authority on each topic.

Find keywords related to your main cluster content →

Google Search Console

And research how competitors are ranking for similar keywords →

SEMrush

2. On-page optimizations: rewrite URL slugs, header tags, and title tags; internally link related articles and check keyword density

Tags carry a lot of weight with Google; ensure they match the content of the page so searchers aren’t misled. Internal linking also helps guide web crawlers, strengthening authority on groups of related keywords.

Check your keyword/phrase frequency to ensure you’re continuously mentioning keywords →

WriteWords

3. Content: create long-form content on evergreen topics — at least one per cluster

Long-form consistently ranks higher than short. Hack: If you have several short articles on the same topic, combine them into one long-form version. Compile the articles on the highest ranking URL and open with a short summary for visitors looking for quick answers.

Find the highest ranking URL to reorganize the article on →

Ahrefs

4. Link building: secure links by creating exciting content and fostering relationships with thought leaders

Links are the most heavily-weighted ranking criteria. Create content that others in your industry care about to land on podcasts or feature in their articles.

Once you have the content, search for link opportunities here →

Moz

5. Satisfy user intent: provide answers to questions with specific keywords so you don’t lose ranking

Google’s goal is to help users answer questions. If they bounce quickly back to the search results page Google knows you didn’t provide the answer, and your future ranking will reflect that.

Learn where you’re losing visitors with click heatmaps and screen recordings →

Hotjar*

6. User experience: small sites should focus on content, larger sites need to start incorporating technical SEO

Larger sites could be losing visitors due to sloppy reroutes and non-existent pages that still rank — time to clean it up.

Conduct a full site audit and find broken links →

Screaming Frog SEO

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
View all Growth Marketing Conference EventNotes

8 Steps To Master Pre-Launch User Acquisition; Growth Marketing Conference Summary

Roy Morejon is the president and co-founder of Enventys. Enventys has launched over 800 products, raised $165 million in capital for clients, and even gotten 16 clients onto Shark Tank. Over 30,000 consumer products are launched each year, but 95% of them fail. Pre-launch user acquisition can be the distinguishing factor between a wild success […]

Roy Morejon is the president and co-founder of Enventys. Enventys has launched over 800 products, raised $165 million in capital for clients, and even gotten 16 clients onto Shark Tank.

Over 30,000 consumer products are launched each year, but 95% of them fail. Pre-launch user acquisition can be the distinguishing factor between a wild success and a total flop.

HOW TO: Prepare a successful product launch through user research & acquisition

1. Brainstorm all audiences that could potentially fit your product, then start honing in on targets

You don’t want to waste money on an audience that ultimately won’t convert. In groups of 20-50 audiences, zero in on your ideal demographics (age, gender, location) and personas (lifestyle, likes, and needs).

Set up Facebook Lead Ads to start collecting leads →

Facebook Lead Ads

2. Test 2-3 FB ads per target audience — a generic baseline ad, plus 1-2 ads built for their unique interests

Remember it’s just research, don’t spend more than $5-10 per day per audience. Test discount ads vs. contest ads, as well as different copy, images, and videos. After 72 hours, take the best ad of the 3, create 2 spin-off variations and retest to see if you can drive CPL even lower.

Here’s the step-by-step to making a spin-off creative →

Facebook Ad Creative

If you run out of ideas, go to competitors’ business pages and look at the ads they’re using →

 

3. Funnel FB leads into an email drip campaign to keep them engaged until the launch

Create a welcome email to follow up with new leads immediately, then send them 1 email per week until launch. The whole point is engagement — center your copy entirely around your CTA.  

Automate your drip campaign with an email service — automated emails get 119% higher click rates than regular emails →

Mailchimp

Use this Facebook Lead Ads-Mailchimp integration to move your leads over →

Lead Ads + Mailchimp Zap

 

4. Link your email CTA to a product landing page to increase the likelihood of lead conversions

Your landing page should have: 1) a compelling headline, 2) a clear, bright, above-the-fold CTA, 3) a mechanism to gather customer data for future remarketing, and 4) copy, photos, or a short video that showcases your product and compels leads to click the CTA.

Build a customized landing page in minutes →

Instapage*

 

5. Embed a contest app in your landing page CTA to maximize customer engagement and go viral

Enventys collects between 1000-1500 additional emails per product with contest apps, and found contest leads to be 1.6X more valuable than Facebook leads post-launch.

Contest apps incentivize users to share your product and have built-in notifications to keep them engaged →

Woobox*

 

6. Track critical KPIs throughout the pre-launch so you know what’s working

The key KPIs you’ll want to follow are 1) Customer acquisition costs, 2) Rate of customer acquisition, and 3) Conversion Rate

View your essential marketing KPIs across time on this customizable dashboard →

SimpleKPI Marketing Template*

 

7. Use FB Messenger chatbots as an additional touchpoint to drive further engagement

Facebook found that 64% of people choose direct messaging over picking up the phone or sending an email, and 53% of people are more likely to shop with a business they can message.

The average chatbot open rate is 94%; use this opportunity to improve the leads’ experience and boost conversions at launch →

MobileMonkey*

8. On the launch date, blast your email & Messenger lists with a buy or pre-order offer and publish your winning ads

Segment out key audiences to target, including interest-based audiences that performed well in pre-launch, customers that bought similar products in the past, and lookalike FB audiences.

Enventys found that segmented customer lists convert 6X better than purely interest-based lists; compile all your customer data in a single place to build out your segments →

Segment*

 

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
View all Growth Marketing Conference EventNotes
Learn more at Global Growth Marketing Conference 2019

Growth Marketing Conference 2019

5 Steps to Achieve Google-Like Growth; Growth Marketing Conference Summary

Ken Rudin is the head of user growth at Google and runs their central growth team. Enough said. Simply building a great product isn’t enough to guarantee success — 80% of new products fail. Google uses the scientific method to ensure that their new products succeed, do you?   HOW TO: Use Google’s secret scientific […]

Ken Rudin is the head of user growth at Google and runs their central growth team. Enough said.

Simply building a great product isn’t enough to guarantee success — 80% of new products fail. Google uses the scientific method to ensure that their new products succeed, do you?

 

HOW TO: Use Google’s secret scientific formula to spur product & user growth

1. Observe: Identify the single “north star” metric that best measures user growth

To know if your efforts are actually working, you need to have ONE metric that tracks how well you’re growing. For example, YouTube’s north star metric is Total Watch Time (the total time spent watching videos).

Your north star needs to deliver value to your users, not just to you. Analyze user behavior to understand what core value you provide. EventNotes recommends →

Amplitude*

2. Hypothesize: Pinpoint the key growth levers that drive users to your product

Growth levers are the components driving user growth — when you pull them, they move your north star metric. Identify the acquisition, onboarding, engagement and retention levers that have the highest impact on your north star metric.

Adapt Google’s growth model to your company. For example, if your north star metric is Daily Active Users, then you might break it down into growth levers like this  →

Compile all your user data in one place to find your key growth levers. EventNotes recommends →

DataHero*

3. Experiment: Choose a growth lever you want to move, then run multiple split test experiments to determine the best ways to move that lever and drive growth.

The two primary ways to move your growth levers are sales & marketing tactics, as well as by optimizing the product itself. Say you have a landing page that drives users to your platform — first split test 3 different CTAs, then test 3 headlines, then 3 graphics…test, test, and keep testing until you find the combination that yields the most growth.

Optimize your winning growth strategies through rigorous A/B testing and AI assistance. EventNotes recommends →

Unbounce*

4. Encourage users to act on a growth lever by displaying it as a multi-step process and giving them an end goal to hit

Whether it’s buying, onboarding, or mastering the product, make it a step-by-step process and show users where they are in the journey. The closer people get to a goal, the more motivated they are to reach it.

Google increased the number of advertisers running 3+ ads by more than 20% with this simple visual display →

Monitor visitors in real time to track their progress and see where you need to boost motivation. EventNotes recommends →

Google Analytics*

5. Drive user action by appealing to their emotions, not their logic

Users make decisions based on emotion, then justify them with logic afterwards. To boost growth and retention, find ways to appeal to users’ hearts, not just their heads..

Google split tested an offer to recapture lost Ads users. An appeal to the positive emotion associated with business growth generated 80% more spending than offering them a $100 ad credit →

Find more examples of how to appeal to emotion and win back users in emails. EventNotes recommends →

Reallygoodemails.com*

 

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
View all Growth Marketing Conference EventNotes
Learn more at Global Growth Marketing Conference 2019

Register for Growth Marketing Conference 2019

 

6 Product-Led Growth Tactics; Growth Marketing Conference Summary

Ashley Murphy, formerly the director of growth at OpenView Venture Partners, a VC firm that invests solely in B2B expansion-stage software companies. The firm was an early investor in Calendly, Datadog, and Expensify and they believe product-led growth companies are leading the way. B2B companies that focus on user delight are valued at a 2X […]

Ashley Murphy, formerly the director of growth at OpenView Venture Partners, a VC firm that invests solely in B2B expansion-stage software companies. The firm was an early investor in Calendly, Datadog, and Expensify and they believe product-led growth companies are leading the way.

B2B companies that focus on user delight are valued at a 2X premium compared to other SaaS businesses. Why? Because products that users love attract more attention and sell themselves.

 

HOW TO: Make product usage the primary driver of user acquisition, retention, and expansion

1. Start by making a product that only does 1 thing, but does it extremely well

Deliver immediate value by solving a common pain point, make it incredibly easy to use, and remove any non-critical bells and whistles that distract users from the key function.

Develop your top buyer personas to identify their pain points →

HubSpot Make My Persona Tool*

 

2. Offer multiple pricing levels, including a free trial, to collect more user data

Some users may never turn into paying customers but you can still use their data to improve your product and land bigger buyers. A free trial is practically industry standard now anyway.

Take advantage of the data you’re accruing by compiling it into a single location →

Databox*

 

3. If a free trial isn’t an option, consider a pay-as-you-go version so users can still try your product without a huge commitment

At larger enterprises, executives may not budge on free trials, so you’ll have to get creative. This tactic can generate some revenue while still allowing users to test your product before jumping in.

Test how far behind your company is in product-led growth and learn how to catch up →

ProductLed Growth Maturity Calculator

 

4. Your product is a marketing channel — engage with a handful of excited users and they’ll share it with others

The ALS Ice Bucket Challenge raised $100M in 30 days with this viral tactic. Even if many of your users stick to the free version, they will tell others about it — free WOM advertising!

Calendly gets free users to market to their own networks with this simple CTA →

 

5. Monitor site visitor behavior, then redesign your site to favor B2B customers

If lots of B2B visitors are leaving your site without a download/purchase, you’re probably not positioning your product correctly — redesign and retest.

Quickly find B2B visitors through their IP address →

Clearbit Reveal*

Watch users interact with your site to spot patterns — pay special attention to where leads are dropping off →

Lucky Orange*

 

6. Empower self-service, but layer in human sales efforts to accelerate growth

If you notice a drop-off at any stage of the buyer journey, connect them with an expert on the sales team. Not only can sales answer any questions, but they can also begin to upsell.

Chat is a great way to be instantly available. Lucky Orange has a chat feature if you decide to try that tool, or you can use this standalone chat →

Intercom*

 

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
View all Growth Marketing Conference EventNotes
Learn more at Global Growth Marketing Conference 2019

Growth Marketing Conference 2019

6 Tips to Grow by Improving Customer Experience; Growth Marketing Conference Summary

Alexandra Shapiro has worked as a senior director at both JP Morgan and Paypal. She is the current CMO at Intercom, a client messaging platform built to maximize user acquisition and retention. While at JP Morgan, Alexandra hired 56 analysts to look over data manually. Today, digital companies are sitting on a goldmine of data […]

Alexandra Shapiro has worked as a senior director at both JP Morgan and Paypal. She is the current CMO at Intercom, a client messaging platform built to maximize user acquisition and retention.

While at JP Morgan, Alexandra hired 56 analysts to look over data manually. Today, digital companies are sitting on a goldmine of data they can put to work in real-time, without the hiring.

 

HOW TO: Use data to align sales & marketing behind a seamless customer experience

1. Create a centralized calendar that coordinates sales and marketing efforts across the funnel

Alignment is just as important as having a good product. A disjointed team will send mixed signals to some customers and neglect others.

Create a calendar and assign tasks, all within Slack →

Workast Slack Integration*

 

2. Use real-time data to score leads on potential value, segment them, and assign resources accordingly

Assign workflows to different lead scores so your teams can coordinate on and prioritize top-opportunity leads. (I.e., if a lead reaches X score, retarget with an FB ad then follow up with a sales call.)

Automate the ranking process to maximize team efficiency →

Mo Data*

 

3. Reduce the number of tools you’re using and dive deep into your chosen few

There are probably a lot of features you aren’t using in several of your tools; if you master 1-2 tools, you gain an edge over the competition. (We see the irony of giving you 6 new tools in this summary alone — choose wisely.)

Compile data from all of your tools to see which you use most and should dive deeper into →

Blendo*

 

4. Build a collaborative sales process from the start or reorganize your existing system to enhance customer experience

It is easy for early-stage businesses to try many different tactics to see what works, but this may confuse customers in the long run. Use data to create consistent strategies that align your sales and marketing ASAP.

Optimize each customer touchpoint through rigorous testing →

Intercom*

 

5. Use bots to handle inbound questions and free up your team to solve the real problems

Looking at data to find common questions, you can automate responses for 80% of your sales questions. Let your team spend their time handling the tricky cases and boosting client retention.

Customize these chatbot templates to match your unique sales process →

Collect.chat*

 

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.

 

View all Growth Marketing Conference EventNotes

 

 

Learn more at Global Growth Marketing Conference 2019

Register for Growth Marketing Conference 2019