“Where are the leads?”
If you’re a modern marketer, you’ve probably heard this question before and if you’re a C-suite executive or sales leader, you’ve probably asked it. The truth is, with the exception of costly paid campaigns or purchased mailing lists, organic leads take time.
As search engines like Google become smarter and smarter, search engine optimization (SEO) becomes less about the early-2000s tricks about backlinks, meta data, headers, etc., and more about actual content. Google’s mission is to delight their users with the fastest and most accurate information for the question they seek. As a marketers, we often fail to ask ourselves are we creating content our target personas really want to engage with? Does it answer their question and provider value or are we copying and pasting content that already exists. Even worse, is our content just a walking ad?
We decided to put ourselves to the test with a challenge:
Can we deliver valuable content every single day for a year? How much will it cost us to do so? Will it drive ROI for our business?
In typical scientific-method-fashion, we defined some rules:
- At least one piece of content every single day for an entire year. For the sake of argument, we defined content loosely: blogs, landing pages with downloadable, videos, social media posts, etc. Essentially anything new counted. (Of course we wanted to keep a health mix.)
- Anything pertaining to this project needs to be logged so we can understand the overall investment. We use Timely.
- We’ll use this blog post as an ongoing place to log our content (daily) and our traffic (weekly). Although lead generation is a key element in every business, we’re going to keep our eyes on overall traffic. (Although, we expect KPIs to shift throughout the year.)
At the beginning of this experiment (September, 2019) we’re a 2-year old agency, but focused on a small flagship group of customers. With that being said our initial metrics are essentially null. For the sake of transparency, here’s the proof:
|Date||Day||Users||Sessions||Bounce Rate||Session Duration|
|9/08/19 (Day 000) We relaunched a new website on WordPress. Previous site consisted of a custom landing page and a blog (with only 2 articles) on Ghost CMS.|
|09/09/19 (Day 001) Added Google webmaster tools to new site and forced re-index.|
|09/14/19 (Day 006) Added Bing webmaster tools to new site and forced re-index.|
This is an ongoing experiment started on September 9th, 2019. No conclusion has been drawn yet.