A startupclub.tv internet marketing interview with Cassandra Dawson was was recently conducted. Here are their questions and her responses.
When Would I focus on PPC and Not On SEO?
I would focus on PPC instead of SEO for clients that are wanting leads right away and don’t want to wait for SEO to work. PPC is a good choice if there is a budget for advertising and the website has already been optimized for conversions.
What Are Some Key Tactics to Increase Conversion Rates?
- Making sure the phone number, company name, address and map is in a good spot on the website
- Adding in a lead form, an online chat, and a welcome video with clear calls to action
- Adding in testimonials, a blog and some social widgets
- Analyze the placement of each of these items so that attention is drawn to the most popular to least popular forms of communication
- Sometimes offering a phone number where people can send a text or a call me back form are helpful too
- Another important aspect of increasing conversion rates is to make sure that the traffic is targeted and goes to the best matched page
- Make sure that all of the information is on the page and that any additional information is easy to access
What Are Some Ways to Decrease Cost Per Lead (With a PPC Campaign?)
- Do solid keyword research, organize it into tight adgroups, add in negative keywords to make sure ads don’t show up for irrelevant searches
- Have good ad copy, have the primary keywords in the headings and URL
- Use geo-targeting set on a certain radius to cover specific areas where the ads should be shown
- Have the website in a good position to convert well, make sure there is a solid website structure and that the content matches the keywords
- Bid high to start, and once there is data then optimize it and lower bids. Things like relevancy, fast loading pages and good content will give the campaign a quality sore of 7 out of box. This will make the ads show up more frequently and in a better position – it will also allow you to lower the bids
- Have 5 or so ads per keyword group, this will help you choose the best performing ones. It’s important to integrate PPC landings into the website – organic traffic is icing and well designed landings will naturally rank for organic keywords
What Is the Secret to a Successful Website?
The secret to a successful website is to have a good design, good layout, make it easy to use, make it search engine friendly, provide good content that is about the things people are searching for – in addition to content about insider industry knowledge. Study visitor behaviour. Find out which keywords are bringing visitors to which pages, match them up. See what people type into the site search – provide any mising content. Look at competitor websites and see if they are doing something that would work on your website. Test everything. Audit, strategize and optimize. Keep scaling up and building upon what works. Take risks – smart and controlled risks in order to grow. Really though, these things aren’t really a secret, it’s a lot of work building and maintaining a great website.
What is Your Favourite CMS and Why?
My favourite CMS is WordPress. It is very easy to customize, update and it’s search engine friendly. It’s especially great for blogging and is powerful enough to handle large websites.
What is the Difference Between a Good Programmer and a Bad Programmer?
The difference between a good programmer and a bad programmer is that a good programmer will always be willing to come up with solutions to meet your needs. They aren’t afraid of the extra work or doing a little research. A good programmer is also easy to get a hold of and is set on making sure all of your requests have been met. A bad programmer will say that things are impossible, or refuse to change anything. They will also start to do what they want, and deviate from the original task at hand.
What Do You Consider to Be Original and Unique?
Not sure how to answer such a vague question, I *raise my arms out* and *do Pee-Wee Herman laugh* “Haa-haaaa!” Yes, there is no doubt that caffeine may or may not have played a role in this interview.
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