Earlier this week I was approached by a woman from a company in the Netherlands. I accepted her contact request thinking it might be someone either looking to find out more about our marketing services or possibly looking for work with us. Perhaps she wanted to build a contact network in Nordic region.
After I accepted she followed up suggesting a quick call to touch base. I accepted, always open to networking, and suggested she call the next day.
Early the next morning I got a call from Gary or David or whoever saying that my new Linkedin contact had been called into a meeting and that he was calling me up to tell me all about their expat pension and investment services.
At this point I inwardly flipped and was generally rather irritable. For starters I’m not an expat. I’m a Swedish national and have no interest in UK investment pensions. Secondly, I didn’t like being cold-called like this.
So this week’s podcast is, in part, a reflection on this kind of tactic and how we might be better served using LinkedIn in different ways.
Google as a tool for A/B split-testing
If you haven’t started split-testing the effectiveness of your webpages yet, you should do. At Moondog we love using Unbounce to create and split-test landing pages but we also split-test website pages using Google Analytics.
It’s actually quite easy as all you need to do is set up an experiment in Google Analytics. There’s a brilliant post by Crazy Egg (NB: not KissMetrics as I said on the show) on this and it’s definitely worth your time reading through their tutorial over on their blog.
How to capture a shoal of fish
Finally, I saw some data this week from TrackMaven which revelead that content engagement was down 17% last year whilst content per brand had increased 35 percent per channel.
Clearly, the slice of engagement for the average business is shrinking and that with a limit to how much content can be consumed, liked, or shared, businesses – your business! – must take action to not be passed over.
In the show, I discuss some of the strategies you can implement to promote better engagement with your copy.