Digital Marketing Blog of WebMarketCentral.com. Tips, tricks, tool, resources and hacks from across the globe WebMarketCentral.com A marketing portal for web marketing, B2B lead generation and marketing, social media, business blogging tools, micromarkets, interactive PR, and web marketing tools and resources.
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Generating B2B Website Traffic Through Social Taggin
Back in May of this year, I reported the results of a test of the impact on B2B website traffic growth using Web 2.0 social tagging. That experiment showed that tagging B2B thought-leadership content on social media sites increased traffic growth for B2B websites by 50%, and on a B2B marketing blog by more than 100%, over 60 days.
So—how do the numbers look six months later? Can these traffic growth gains be sustained?
As shown here, on the B2B website, WebMarketCentral, traffic growth slowed considerably over the summer before posting a fall rebound, ending with a 12.7% monthly growth rate for the year—still a respectable monthly traffic growth rate, but well below the trend line following the social tagging activity.
The traffic change on this blog, however, showed a much different pattern. As shown below, after six months, the growth rate continued to show nearly a 50% increase even after six months, from 8.0% to 10.9%.
Three conclusions from this:
1) The effect of social tagging on B2B website traffic, even for thought-leadership content, is primarily a short-term bump in the traffic growth rate (though there are some positive long-term SEO effects as well). This pattern was similar over several B2B websites tested.
2) Most B2B websites show a flattening of traffic growth over the summer months, with perhaps even a traffic dip in August, followed by an autumn rebound. This pattern held for every B2B website I tracked (except one—a software application targeted at government buyers, which may have a different pattern from the private sector market).
3) Social media tagging appears to have a significant, sustained effect on traffic growth for blogs.
The lesson for B2B companies: blogging may be hard work requiring consistent effort, but it is worthwhile for establishing a thought leadership position in your industry. While developing relevant content for your corporate website is still important for PR and SEO purposes, writing and promoting a blog establishes credibility in a way that articles viewed as "vendor content" can't. Social media tagging on sites such as ClipMarks, Searchles, Digg and Zimbio can have positive effects on your website traffic, but has a much larger effect on driving increased traffic to a thoughtful and relevant industry blog.
Forget real-time marketing
Some of the real-time marketing examples surrounding the tragic death of Robin Williams will make you sick to your stomach. Brands and publishers alike are tripping over themselves to leverage breaking news for business gain.
The only situation in which you should be considering real-time marketing is if your content marketing strategy is near perfect. Only then will you be well prepared enough to tackle the risks of real-time (and reap the potential rewards).
Focus on consistent, valuable information… become the expert… get the process in place… be patient.
Go 6 months without mentioning your product
There's a study that compared CMI’s informational/educational posts to posts that mentioned their products and/or services. The posts that talked about the brand received about 25 percent of the total unique visitors that a regular, educational post did. At the same time, those branding posts received virtually no additional subscribers on sales-related posts, while regular posts brought in between 35 and 75 subscribers.
The point is this: The more you talk about yourself, the more you’ll negatively impact your content marketing efforts. Keep the offers outside the content, and watch your program flourish.
After last week's Quote Week, we're moving onto Tips Week! And our focus is Content Marketing!
Take “best of breed” seriously
Ninety-nine percent of companies don’t do this. There are at least six principles that are essential to epic content marketing. The sixth, and perhaps most important, is setting a goal/mission to be the “best of breed” informational provider for your industry niche — i.e., to truly be the leading informational resource for your industry.
This is critical to making content marketing work for you. If your content marketing isn’t eagerly anticipated and truly necessary, at some point, your audience will see through the façade and ignore you.
Ask yourself this: If your content marketing disappeared from the planet, would anyone miss it?
If no one would miss your information, you’ve got work to do. Start by setting your goal, then set up the processes and invest in the people you need to reach that goal.
Continuing our Quote Week extravaganza, we have quotes about Marketing:
1. “Whether B2B or B2C, I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context and connection.” – Beth Comstock
2. “Good marketers see consumers as complete human beings with all the dimensions real people have.” – Jonah Sachs
3. “Our jobs as marketers are to understand how the customer wants to buy and help them do so.” – Bryan Eisenberg
4. “Don’t be afraid to get creative and experiment with your marketing.” - Mike Volpe
5. "If you're a good marketing person, you have to be a little crazy." – Jim Metcalf
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