It’s a Changing World 4 Key Items That Drive Digital Success - Traffic - Engagement - Conversion - Retention
Traffic • Displa lay T Traffic fic – Drives Awareness & Brand • Paid T Traffic fic – Supports search related thoughts • Organ anic – Content is the key driver of organic (SEO) rankings • So Social – Social is a by product of content with engagement • Reta targeti ting – Bring them back – Stay top of mind NOTE TE: Content includes written words, spoken words, video and pictures
Engagement • What am t am I wan wanting th them to to do do? • What i t is th the pag page o or r page pages I I wan want th t them to to review? • What acti t actions do do I wan want th them to to take take? • Ho How do w do I kn know w if th they to took k th those acti actions?
Conversion • What i is a conv nver ersion? sion? • Its an action that you predetermine that has a meaningful impact on your business • Measure the impact of that action on your business • Fill out form • Download information • Book hotel from your site • Book a flight – a tour – an adventure • Download trail guide – fishing guide
Retention • Brin ring T Them hem B Bac ack • Cookie them and follow their progress • Build cookie pools from your key “measurable” pages • Resend them a message “Display Ad” from the key page they last visited • Send them special offers – now – 3 months or even next year • Make them feel special • This is the best and cheapest way to drive more business Doug Schust Mastering Digital dschust@hagadonedigital.com 208 620-4230
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