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Why Isn’t My Blog Converting Visitors Into Leads?

Posted by Jane Woodyer, under , on July 22, 2014, No Comments
Confused

Are you missing a trick? You were advised to create a business blog for your company as a sure-fire method for driving traffic and generating sales and after six months…nothing. Hours of your time have been poured into writing content for your blog but your ROI is in very poor shape. Should you jack it all in? No: time for a blog audit to see whether you are making one of these very common mistakes.

Ways To Convert Visitors Into Leads

Problem: too few hits

No one is reading your blog.

Consistently blogging about relevant subjects for your target audience over time will, but don’t expect results overnight.

Solution: Put a content strategy in place to produce targeted posts on a regular basis to build your SEO and a loyal readership, but also don’t forget to promote your posts! So many business bloggers fall down at this hurdle; they publish a post and then do not tell anyone about it. Use your social media, email list and other channels to take the conversation to your target audience. Tweeting about it once is not enough, news feeds move too fast for all of your followers to see a lonely tweet. Instead share your new post with unique updates at different times over the following days on all social media channels.

Go a step further. Engage with your customers and clients through online forums, LinkedIn groups and Google + communities.

Use CRM to target specific segments of your email lists, but always keep online conversations authentic. Live and Social head honcho, Jonnie Jensen discusses authenticity in more detail in this post: The Importance Of An Online Conversation For Your Brand.

Problem: high bounce rate

High bounce rate

Potential customers are clicking on your links and visiting your site but your bounce rate is through the roof. Why? There are a number of possibilities for this and an independent analysis of your blog is required. Common reasons are: poor web design (including poor user experience: speed, navigation, responsive design etc.), attracting the wrong traffic to your blog, irrelevant content, poor readability, too much hard sell and lack of engaging material.

Solution: An independent analysis to discover where your blog is going wrong is a good place to start; here at Live and Social we can offer you this service, email alive@liveandsocial.com or call us on 0845 287 1181. However if any of the above reasons rings true; start to address them straightaway.

Problem: great engagement, no sales

Great engagement no sales, missed target, missed opportunities

Are you getting lots of hits on your blog posts, great engagement but struggling to convert these visits into leads? Sounds like your content is not targeting the right audience.  Attracting visitors to your site with interesting and engaging content is one thing, but don’t waste your time trying to convert the wrong target audience. Many people fall into the trap of writing for their peers (not their customers), they get great engagement as their blog becomes an industry forum, but this does not translate into sales.

Solution: Identify the core interests of your target audience. What do they want to read about, what information are they searching for that your product or service can provide a solution to?

Problem: lots of hits, no leads

Generating hits but no sales

Your bounce rate is not too bad so visitors are reading your content. You can also see that they stick around and visit one or two other pages on your site, but still they are not giving you the opportunity to generate a sale. They don’t click on your product or services pages, neither are they commenting on your blog posts and allowing you to engage with them.

Solution: Give your visitors clear directions of what you want them to do: a call to action. “Buy my product” may be a little strong, although this can work when pitched right. While I would not advocate hard sell, if you are not using your blog as an opportunity to inform your target audience about your offering, it’s a missed opportunity. So signpost pages on your site that will help convert visitors into leads from your blog posts. This could be a link directly to a product page, further information about a relevant service, or a profile page for one of your team.

Likewise:

If you don’t ask, you don’t get!

So how is your business blog going? Are you getting the return on investment you had anticipated? Always happy to answer your questions or hear your thoughts on business blogging, so leave a comment below!

Why Your Company Needs An Updated Content Strategy.

Posted by Natasha, under , on July 17, 2014, No Comments
Typing fast for content strategy

In the world of content marketing, there are many different ways you can approach your strategy; therein lies the problem. Too many choices make it hard for us to get down to the nitty gritty of what we need to do to drive the best results for our business. In this post I will part the sea of ideas and give you three areas your content strategy could use some work. The rest is up to you.

You haven’t aligned with your business goals/objectives

“It doesn’t matter what services or products you provide, you always have something interesting to say to your audience. But remember to say it, not spray it.”

It sounds pretty simple really, having a strategy that helps you reach your goals instead of one that’s all over the place. But it’s harder than it looks.

To boil it down: you need to look at your goals and transfer these into KPIs that can be measured. Then you need to calculate these by cost-per-click or cost-per-conversion (CPC).

Let’s use a recruitment company as an example. Say they’re business goal is to reach a target of £3m and to reach this they have given each head consultant a goal of getting 10 candidates signed up on the website and placed into job roles. You might want to start by looking at one sector in the company such as jobs in catering, and create content that leads them to handover their email address.

Immediately through content marketing, you have found people looking for jobs in that sector and got them to give you their email. Great news, you can now measure how many of these went on to find a job and you have the cost-per-conversion!

If you’re writing without a reason then you’re throwing away valuable time and resources.

You’re not sharing your content with your audience

“There are millions of pieces of content going out on the web each day – you need to promote your content or it will never be found.”

Even if you have the best content in the world and it aligns with your business objectives, you won’t have people reading it unless you know where to find your audience online and promote it. This part of your content strategy involves having a deeper understanding of your clients, who they are and how they act online.

One of the ways we do this here at Live And Social is by segmenting our audiences in the same way you would segment your email database to target users. We create lists on Twitter or Circles on Google Plus that directly correlate with your user behaviour and target markets. So in the same recruitment company example, we would have a list of people in catering. These might be people looking for jobs in catering, hiring people in catering or people who have a huge influence in the catering industry. We can then analyse our lists to define who we want to target and talk to these people, interact with them and engage with them.

Once people in the right industry are noticing you as a thought leader, you will see more people reading and sharing your content.

You’re not creating conversation

“Once you have written and published a post – the work isn’t over.”

Are you the kind of Twitter user who only retweets and schedules posts but never interacts? I see a lot of these kinds of people in my day to day work and with the tools I have at my office desk (Riffle is a free tool that anyone can use), I can even see how they’re scheduling their content and what percentage of their tweets are scheduled, retweets or replies.

When I look to follow and engage with people I’m not going to want to engage with you if I notice that you do not engage with others. Simply because I feel I would be wasting my time. Just like in real life, if I was having a conversation with someone I would expect them to talk back.

Be honest, be open and sometimes all you have to say is hi.

Opening up this conversation will lead to more meaningful interactions with your audience and you will quickly build relationships with important people who’ll become the biggest fans and promoters of your content.

I hope this post has helped you get a better understanding of what you could be doing to improve your content marketing strategy. Please use the comment box below to let me know about your current strategy or if you have any tips that we might include in future posts.

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