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basara-gasm · 8 years ago

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A website audit was conducted, using Google Analytics to get insights of users who’ve visited Supportbench’s website and their behavior. These are some of the findings.

40% of the traffic onto the website was Direct. Supportbench’s CEO Eric hosts monthly business networking events and attends conferences, so word of mouth might have contributed to this.

A whopping 78% of users access the site on their desktop. And the times they are most active are weekdays between 6AM to 5PM. This is most likely because Supportbench is a Software service and the majority of users are probably looking for software solutions at work.

Speaking of which, one of the websites that brought in most referral traffic was Capterra. It is a service that helps businesses find the right software. Supportbench has two 5 star customer reviews on it and people who come to Supportbench.com click on an average of almost 3 pages and spend 3 minutes on the site. So Capterra is definitely something to utilize in the future by building relationships with clients.

Canada brought in the second most traffic, 60% of Canadian traffic came from British Columbia, generating 318 sessions. This means that there is a localized interest with further opportunities to expand in the Pacific Northwest region.

On the website, we found 2 separate blogs and it is suggested to combine them and host it on the website to make it less confusing.

The average bounce rate was 64%, higher than the industry benchmarks of 30-50%. This is probably due to the reason that the homepage contains extensive information about the software and doesn’t prompt them to click on other pages. So by categorizing and moving some content to relevant pages, so users spend a longer time on the website exploring the product. Also, the website menu is not as organized and is harder to navigate to find the right page. It is recommended to rearrange the hierarchies of the menu to make it more navigable.

Social Media

We also conducted an audit for all of Supportbench’s social media channels.

All of the content shared on these platforms are rich and original, with relevant text descriptions, images and hashtags. However amongst all these channels, there is no consistency in posting, so a tool like Hootsuite would help with scheduling posts to maintain an active presence online. Earlier in the website audit, we learned that most users access the site during work hours, so it is best to optimize the times between 9 and 5 to post.

Twitter has lots of followers but engagement rate is very low. As mentioned earlier, Eric participates in a lot of business events, so it would be a good idea to always be active in initiating conversations with other businesses and attendees before, during and after the events.

Facebook posts get a lot of likes, but there isn’t a lot of comments. We can get people to participate more by asking open-ended questions and starting discussions.

LinkedIn’s page doesn’t have a lot of followers but the visitors are highly relevant audiences, mainly from marketing and sales industries. It would be useful to join LinkedIn groups such as Saas Network Vancouver and engage in discussion forums to establish Supportbench’s expertise and presence.

An Instagram account has been set up but it’s inactive and it’s not recommended to have a dormant account, so simple behind the scenes, candid photos sharing links of blog posts will be a good way to start.

By answering questions or engaging in conversations regarding Customer Service Software, Supportbench can establish itself as a trustworthy, knowledgable brand in the field of customer service and software, which will lead to gaining more followers and creating brand awareness!

SEO

A Search Engine Optimization audit was conducted to evaluate how Supportbench’s website is ranking on the Search Engine Results Page..

For on-page SEO, title tags, meta description and H2 tags were missing.

Organic was 11 percent of the traffic source. The bounce rate was 45% well in the industry benchmark.

Now if we see here. Supportbench currently ranks for its brand name. However some of the other branded keywords we’re currently ranking for compete with unrelated things like furniture and clothing brands.

The more generic the keyword, like “customer service” the more difficult it would be to rank on SERP since large companies with higher domain authority are also competing for those keywords. Moz.com’s keyword difficulty score determined that these keywords were less competitive.

Because Supportbench is still so new and brand awareness is low, in order to be found through organic traffic, Eric should optimize for keywords that describe his product, and that are more relevant to what a Customer Service Software user’s queries would be.

It is recommended that Supportbench ranks for CUSTOMER SUPPORT SYSTEM and SAAS HELP DESK SOFTWARE.

DMMM

We created a Digital Marketing Measurement Model for Supportbench. The two objectives are to: One, Create Brand Awareness and Two, To Increase Lead Generations. Growing social media following and engagement are the main goals for achieving brand awareness. As For Lead Generation, the goal is to get more people to sign up for free 14 day trials and schedule consultations. The segments we will analyze are Location, Traffic Source, Interests Behaviour Flow and Goal Conversion Rate.

We have developed a target persona, campaign and a strong social and blogging strategy to attract the right visitors and turn them into Marketing Qualified Leads in order to achieve these objectives.

Social media strategy

For the campaign, we will use the hashtags #SITDOWNSCALEUP and #SUPPORTBENCH on Supportbench’s social channels: Twitter, Facebook and LinkedIn.

They are two ways to post. The first way is simple, to share the original blog content which will lead them to the article, that prompts users to click through to the premium content page,

The other way is to directly link users to the landing pages to fill out a form to access the premium content.

So posts will most likely have a text description, call to action like download ebook now, access our free video series, hashtags and the URL to the blog or landing page.

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basara-gasm · 12 years ago

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