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To add to this bit:
"However, what happens if only 5% of your traffic makes up 95% of your revenue? You might over-emphasize certain tests thinking they are converting better. The truth might be the opposite, where that 5% is part of a losing test. The solution then is to consider down-funnel goals, such as revenue, not just conversions. Alternatively, if you knew more about your traffic, you should weight the test accordingly."
Agreed - but there are things we can do to cater for this 5% a lot better then with for example a generic homepage. Evaluating test results should never always be done by looking at overall conversion rates. But Google Analytics allows analysing CR% for more specific segments / dimensions, and different goals. Totally crucial to consider this. Thanks again, shame I only saw your comments now :)
Hi Gregory - you're absolutely right. Using GTM for this purpose is probably not a solution forever; but it's a good way to build an MVP or 'proof of concept' and then iterate from there. After all, this is crucial for any 'growth' experiment - and it helps to justify the budget for some of the powerful tools out there.
Thanks for your comment!
We started to use Iterable (iterable.com) to automated promotional mails and notifications. We switched to it from Mailchimp because as you said, Mailchimp requires integrations and technical requirements to use automations. However, in Iterable you can create "workflows" that is designed to send sequential mails or notifications that is triggered by another email, event or time.
Lets check worksflow structure, i think it will be useful for you https://support.iterable.com/hc/en-us/articles/205480265-Workflow-Overview
You can type me anything on your mind:)
I'm wary of such services in general.
There is no surety, as to how many users/ customers/qualified signups etc you might expect in X time frame and there is no 100% money back guarantee if whatever they do doesn't result in any meaningful traffic.
But more than that, I'm confused as to the positioning of these services.
If you're an early, bootstrapped startup, any money you have to spend, should be spent trying to understand if you have a product that solves a problem. Your main concern here is not press coverage.
If you are not as early and are a little further along with a small base of passionate users, you are trying to get to product/market fit. Press coverage is not your main concern here either.
[Side note: Its fair to assume that if you have users that love your product, they will talk about you to their friends and family. This is the best marketing possible at this stage as this helps move you towards product/market fit.]
If you've found product/market fit, and are ready to scale, then yes, you're at the point where you're looking for press and PR and doing a "marketing launch". This involves more effort than simply submitting your startup to certain directories and having someone pitch your startup to a few publications.
I recommend reading this post (and the discussion on GH) on what's actually involved here: https://growthhackers.com/articles/why-most-startups-dont-get-press/
So I can't think of one stage in a startup's life cycle that you would use such services - they seem either unnecessary or inadequate based on which stage you're at.
Great, post! Thanks for sharing.
If you're opening multiple locations (or service areas) then yes you're right to start a new GMB account for each location. If you offer multiple services in different locations though, I really wouldn't recommend a page for each service/location combination. In other words if you offer 6 services in 6 locations I wouldn't advise having 36 pages. That's just not necessary nowadays. Maybe have a page per service and definitely a page per location (which makes 12 pages which is easier to manage). You might want to keep separate landing pages for PPC if you're doing a lot of it, but that's a separate issue, so maybe create those and noindex them and leave them off your navigation).
Also, make sure you add all categories that are relevant on your GMB page, and add plenty of images, including one for each service that has the service in its file name and comments. A big downfall for many GMB profiles is that they don't have enough categories selected. Still keep the most relevant one as your primary category, but see what else there is you can add on there.
Somebody mentioned starting a new site - if you do that, you'll start off with no page authority and then might need to build several new sites from scratch. Better to keep the original domain name as long as it doesn't relate closely to the original location (eg anytowndrycleaning.com or whatever) and add location pages to that. Point the GMB profile of each location to the location page on the website.
You could, maybe keep the homepage as the main URL for the original location. Your homepage is always powerful because 90+% of your links will point there, so using the homepage for one of the locations is not a bad thing as long as it doesn't look too confusing. If it does, create a location page for that too.
Anyway, if you want a detailed overview of Local SEO and a plan you can follow - check this out on my site - https://www.clicktosale.co.uk/local-seo/the-ultimate-guide-to-local-seo/
Hope this helps
Definitely one of the biggest growth hacks I've seen with webinars, or any tool for that matter. AND they only have one person running the whole show. No wonder they've been running these for years!
Great post. Thanks for the insights!
Interesting to learn that answering Quora questions was an effective tactic for you guys early on. We've been seeing some traction with paid Quora ads on specific questions and topics related to our product. I'll have to run a few experiments around organic Quora content as well.
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