A couple of new posts

I continue to build out content on Healyjones.com and have recently put up two new posts – one on pricing page design and, finally, my first post on wines that I like.

 

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Good piece of content by Google

I recently wrote about a great guide written by Google about advertising and writing good copy for Adwords advertising. For sure worth reading if you are spending money on Adwords!

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SEO tips – getting Google to love your page

I came across this great infographic on iboxseo – it’s nicely lays out the tactics you need to get Google to love one of your site’s pages. I also really love the ranking factors they breakdown at the bottom of this blog post.

They list the top on page factors as:

  1. Keyword use anywhere in title tag
  2. Keyword use as the 1st word(s) of the title tag
  3. Keyword use in the root domain name
  4. Keyword use anywhere  in the h1
  5. Keyword use in internal or external link anchor text on the page
  6. Keyword use in the first 50-100 words

It’s a great post; check out all the tips at the bottom of it!

SEO tips for getting on page love from Google

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Fun social media infographic on student social media attitudes

I came across this smart (and cute) infographic on Edudemic. It pretty accurately reflects how people under 21 think about the different social networks. From my work helping students get Boundless textbooks, I’d have to agree that Facebook is much less important than the image creation/sharing networks of Instagram and Snapchat. I’d probably add Tumblr as another network that matters. Marketers who are trying to build brand with students constantly have to keep on their toes since social changes so quickly!

Student social media attitudes

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Startup marketing is about purchase intent

I’ve been thinking about channels a lot recently – where potential buyers/users come from, what were they doing when the ‘showed up’ and how did they even start thinking about making a purchase? When it comes to practical execution I find that understanding about purchase intent is a great way to cut the chase and efficiently decide on marketing actions that will result in either sales or learnings with data on what didn’t work.

By purchase intent, I mean the moment when a potential customer expresses interest in paying for a solution to a problem.

For a startup, there are at least two critical moments when you want to ‘exploit’ a potential customer’s purchase intent: a) when the person is forming purchase intent and b) when a person is expressing purchase intent. (I don’t like the word exploit, but it gets the point across.)

The funny thing is that now that I’ve run marketing at two different startups, I’ve found that the exact same channel could be in the formation phase for one company and at the expression phase for another.

For example, at my last company national press would drive a large number of new users into our purchasing funnel. Small business owners would read about us on a respected news site and decide to give the service a try, with many of them putting down their credit cards to begin using the service. Choosing to read an article about, say scanning receipts, shows that a person is already interested in the solution; nobody reads articles on b2b solutions for fun! Formation is triggered when the title the of the article is read “hey I have this problem,” and leads to purchase expression when the reader clicks to OfficeDrop’s website “this sounds like a great solution!”

At Boundless, national press does drive a lot of visits, but doesn’t covert in the same way. This is because students don’t make textbook buying decisions based off of news articles; students express intent during specific times of the school year. While they may be intrigued by an article on a way to save money with Boundless textbook alternatives, reading the article only helps them form purchase intent. It doesn’t directly lead to the expression of purchase. Instead, they (hopefully) remember to check out Boundless at the start of the next semester when they are looking for books. So news articles help the potential user form the desire to try out our solution when the time is right, but won’t directly lead to purchasing.

Supporting both sides of purchase intent is important. The Boundless press helps with branding (hard to measure) but also drives increased on page and in funnel conversion (by providing third party proof of quality.) So we can quantify the benefit beyond the hard to measure branding and awareness. However, my main point is that the exact same channel influenced different parts of purchase intent for two different startups. And if you don’t measure your channels you’ll never know if you are positively impacting anything, so careful tracking is critical to success.

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Another great Boundless infographic

I continue to be impressed with my design and copy team here at Boundless, and we’ve recently released this great infographic on saving money on textbooks. The infographic strategy has been working well for us, as we now have a network of friendly edtech bloggers who will repost our infographic, and we post theirs. If you note at the bottom of our post on how to save money on textbooks, you’ll see that we use an embed code that makes it really easy for other bloggers to embed the graphic, plus provide optimized links back to Boundless.

How to Save Money on Textbooks Infographic
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