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]]> 123693 Spinning multilingual content to create an internet money machine https://thewebnerds.net/2020/03/spinning-multilingual-content-to-create-an-internet-money-machine/ https://thewebnerds.net/2020/03/spinning-multilingual-content-to-create-an-internet-money-machine/#respond Mon, 30 Mar 2020 14:28:17 +0000 https://thewebnerds.net/2020/03/spinning-multilingual-content-to-create-an-internet-money-machine/

Spinning is not writing. Spinning is not about content quality. It’s putting your original content into a translation machine, pressing a button, and spinning it into a different language, so that it makes money for you

Remember Rumpelstiltskin, the cranky little fellow who learned how to spin straw into gold and wouldn’t tell his secret unless someone guessed his unguessable name? Well, hold tight, because we’re going to teach you how to spin money from any content, to embed it with money-making ads and links, then create an SEO-optimized marketing machine that will drive traffic from foreign countries to your silo of what-was-once-straw so that it becomes a recurrent stream of gold.

Sounds too good to be true? Only one way to find out, and it won’t cost you a dime, and precious little time. In the article to follow, we’ll spill our proven spinning secret. You won’t need to say a word, just laugh your way to the bank.

monetize your website

A disclaimer, first, before we start. The aim here is to use multilingual translation to make good money, not to create great literature. The articles you create using these methods will not win a Pulitzer prize. They may not even be particularly enjoyable to read. But that’s not the point: the goal is to generate pages that get picked up in search engines and link to revenue-generating destinations.  If you can learn to do this using our proven techniques, you’ll be a happy camper.

Start out with some original content with general appeal

Let’s first be clear about one thing: Creating high-quality content in multiple languages requires professional expertise. That’s the specialty of Tomedes, the high-quality translation, localization and language services agency I created, and the document content writers and website content writers we employ. But that’s not what this article is about. This is how to make money online easily, without taxing your brain too much.

Spinning

There are some excellent translation machines out there, the most famous of which is Google Translate. But you can also try the competition, like Microsoft Translator, or DeepL. They also work on your smartphone, but for purposes of spinning you’ll want to use a computer, not your phone. What makes multilingual possible these days is the tremendous progress that has been made in recent years in what is called neural machine translation.

Unlike previous automated translation methods, the software algorithm doesn’t go word for word, or even sentence by sentence. It looks at the document in its entirety, applying neural network artificial intelligence techniques to consider the totality of the text, compare it to other texts, and render a best guess about what the text means and thus how to render it in other languages. 

Make sure your original content page is well-monetized

Before beginning with multilingual spinning, you’ll want to make sure that the website and individual web pages are well-monetized. Chances are you’ve already given that some thought. Common ways to monetize pages include the following:

  • AdSense and other Display or Text Ads: Google has succeeded on the strength of its online advertising and makes it easy to paste javascript links into your webpage. As a rule, Google limits you to 3 ads per page, and gives you lots of options about displaying them. Many content management system like the omnipresent WordPress, Wix or Foursquare will make it easy to include this code in your templates so you don’t even need to worry about them. Just make sure you have them working and displaying on your page.
  • Affiliate and Ad Hoc Sponsor Links: There are plenty of companies which will pay you a commission when someone clicks from your page to theirs. They too provide a javascript code that you place on your page or in your template.

 

  • Clickbait headlines from Paid Content: Companies like Taboola and Outbrain have pioneered the embedding of paid content on your pages, in addition to, or integrated with, your homegrown content. When a reader clicks on the seductive headline of the “bait” … ka-ching! You’ve made some cents and, sometimes, bucks. These services also provide javascript and, you guessed it, you simply place this code in the right place of your template or pages.

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There are plenty of other ways to make money from a web page, but let’s start with these. What you’ll be doing is cloning these sets of pages, along with their menu structures, from one language to another. Usually content management system let you create a new folder for each language so that the URLs of all your pages, regardless of language, have the same basic structure. This is key so that you keep everything logically organized.  A clean process keeps you from getting confused and focused on generating translated pages and making money.

Start Spinning: Revving Up Your Translator Engines

Let’s start simple, with a single language pair in one direction, say English-to-Spanish. The tricks you learn, of course, can be taken in the other direction, Spanish-to-English, just as well.

Just copy a given text bloc in English and run it through the online translator to get the corresponding text in Spanish.

There are two approaches: language at a time, or page at a time.

Translating a Language at a Time

This is the most efficient approach. You want to take all the texts in your source language into a document or spreadsheet. If the former, just copy and paste, and dump the text in. The advantage of a spreadsheet is that you can have a more organized approach, and just add new columns for each new language.  Software localization works this way, with lookup tables for each text string, language by language.

Translating a Page at a time

Web pages are divided into blocs of graphics and text, along with objects such as forms, ads, videos and other digital objects. If you have just a few pages to translate you can dispense with the translation document or spreadsheet and just copy and paste text blocs directly into the target web page (Spanish, in our example) from the source web page (English, in our example).

You will want to minimize the number of text blocs. 3 per page is a good number. You’ll also need to translate the title and any subtitles, captions, callouts or other special text. Later you’ll need to translate meta descriptions and meta titles for SEO purposes so your article is well-referenced and highly ranked in the search engines.

Ultimately, even if you opt for the Language at a Time approach, you will need to do page-level text replacements. But for big projects, and for good order, it’s easier to have the intermediate document or spreadsheet rather than just copying and pasting to the translator and then copying and pasting bloc by bloc to the target page.

Best Practices for Multilingual Spinning

The procedure outlined above is applicable to any web translation, not just article spinning. In a professional translation however, you will want to work with a skilled human linguist, either via a translation agency or with a freelance translator. With spinning, however, you are making do with machine translation, because you don’t care as much about the quality of the translation. You just want to spin lots of pages, in lots of languages, because your money will be generated from clicks from that page, with less regard to the quality of the content.

To put it in quantitative terms: you accept a 80-90% translation quality (relative to a skilled human translator) that a machine can generate, because it is free. The machine-translated page generates income (although perhaps a bit less than what a better-translated page could generate).  But the trade-off may be justifiable by the benefits of click-income relative to the low labor cost you’ve invested.

However, a best practice we recommend would be to hire a cheap but qualified freelance translator or editor in each target language, to quickly proofread and correct any blatant mistakes in your translated website. You can just send the text document or spreadsheet, not the webpages. Taking this step will save you embarrassment and increase both the readability and the revenue yield of the target page.

We would be remiss to ignore the fact that there is “spinning” software out there that takes articles in the same language and spins them into new articles, replacing words with their synonyms. But the result is often laughable, ridiculously embarrassing and not recommended. Even shameless spinners have their limits!

Better is our multilingual spinning approach, where you are generating hundreds or even thousands of revenue-generating pages in a new language at relatively low cost, extending your marketing and revenue and still being able to look at yourself in the mirror the next morning.

On the other hand, if you’ve become a multilingual Rumpelstiltskin, you may not reach the mirror. But you’ll already be out the door, running with your new-found spun money to the bank.



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Correcting the 5 most common SEO copywriting myths https://thewebnerds.net/2020/03/correcting-the-5-most-common-seo-copywriting-myths/ https://thewebnerds.net/2020/03/correcting-the-5-most-common-seo-copywriting-myths/#respond Mon, 30 Mar 2020 11:29:04 +0000 https://thewebnerds.net/2020/03/correcting-the-5-most-common-seo-copywriting-myths/

Applying common sense when optimizing your content for SEO and readers

Myths of good and bad practices in online marketing tend to be shared and reshared and can become self-perpetuating, so it can be confusing for newcomers to online marketing to understand what will work and what won’t.

Given the importance of SEO and the many ranking factors, it’s not surprising that many myths have developed. I hear many of these SEO myths daily, so in this post, I hope to separate some of the facts from the fiction, specifically related to copywriting for SEO, highlighting the most common myths we are still seeing and how to avoid them.

1. Insisting on ‘keyword density’

Believe it or not, I still receive requests from clients for a specific percentage of keyword density in their copy. I always strongly advise against it [Editor’s note – not a surprise, we were asked about the Recommended keyword density for SEO in our forum]. Think about it logically –  Is Google really going to deem your site to be the most relevant because the targeted keywords are included in the copy 10 times? Particularly since there are so many other more important SEO ranking factors. Is a copywriter really going to produce their best work which will engage prospects if they have to edit it in order to include a certain keyword a certain number of times?

In 2007, when I started working as an SEO copywriter, a page may have been more likely to rank due to the repetition of a keyword, but we have come a long way since then. My advice today is to make sure keywords are included in title and header tags and where natural in the body copy, but focus on writing compelling, insightful copy that the reader will find genuinely useful. Matt Cutts may no longer be active in advising on SEO best practice, but we can still take this summary on trust.

2. Believing longer is always better

In my last post, I wrote about how, for certain queries, Google appears to be favouring longer pages, and while this is true for certain verticals, it’s by no means the case that every page should be as long as possible.

Let’s say you have an e-commerce site, 1000 words on a category page for socks is completely unnecessary and soul-destroying for even the most creative copywriter. A landing page for a law firm on the subject of conveyancing, on the other hand, would require a significant amount of detail. The length of a page should depend on its subject and context.

As a rule of thumb, I recommend the following but it does vary for different companies and no hard fast rule.

  • Brochure site pages/services landing page/[blog posts] – 400 words+
  • E-commerce category pages – 200-300 words
  • Product descriptions – 100 – 200 words

3. Shoehorning ridiculous anchor text

This is probably my biggest bugbear when dealing with SEO agencies. We all know that exact match anchor text can give SEO benefits provided it’s not repeated too much, but don’t force your copywriter to write clumsy, mediocre copy by shoehorning in a ridiculous keyword phrase.

My heart sinks when I read briefs that include instructions such as, ‘must include keyword – ‘hiring a skip from A1 skip hire in Rotherham’.’ Instead, the calls-to-action should fit customer journeys as calls-to-action to a related article.

4. Having below the fold ‘SEO copy’

A lot of sites, particularly in the retail sector, have a section for what is usually poorly written, keyword littered ‘SEO’ copy hidden somewhere towards the footer of pages. Again, this may have had some impact a few years ago, but today it’s most likely a waste of time and budget. If you aren’t going to put copy on a page where it is accessible and will add value, don’t bother.

Instead, invest in a short, succinct summary of the content of a page and place it at the top, with useful navigational links. ASOS do this particularly well.

ASOS content category page

 

5. Having a zero-tolerance policy on duplication

Like everything in life and SEO, in moderation, a little duplication is fine. Apply some common sense, for example, these are fine: text such as a quote taken from a source article and technical specifications taken from a manufacturer’s website.

Entire paragraphs of text scraped from other sites and comprising all of the copy on a page is asking for trouble.

So these are 5 of the myths arising from client requests I see A LOT. What do you see? Do you agree these are the most common myths?





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Breaking down your marketing activity to focus on channels https://thewebnerds.net/2020/03/breaking-down-your-marketing-activity-to-focus-on-channels/ https://thewebnerds.net/2020/03/breaking-down-your-marketing-activity-to-focus-on-channels/#respond Mon, 30 Mar 2020 09:15:37 +0000 https://thewebnerds.net/2020/03/breaking-down-your-marketing-activity-to-focus-on-channels/

With the channels skills-gap currently estimated at 13%, whether you are looking to change company/function or keep progressing in the career you already have, building up your channel-specific skills will help you bring the right skills to the table

While we’re adjusting to taking everything online (yes, it really does seem like there is a place for everything in this new physically distant world), as a digital marketer I am finding myself paying particular interest to the roles of different marketing channels in today’s internet of things:

“Q) How many engineers does it take to change a light bulb?

A) Depends on whether or not that lightbulb is connected to WiFi

– Arielle Pardes, wired.com”

Although lightbulb marketing isn’t something we specialize in at Smart Insights (yet?), I do recommend having a mental run-through of your marketing channels, and whether there’s anything you’ve seen in the last few weeks that you could apply. MarTech is fast-paced and customer-obsessed – so make sure you’re using your channels in the smartest, most effective way, and adding value for your customers.

The skills gap

In their latest Business Skills Census, the Data and Marketing Association (DMA) found that marketers reported an average skills gap of 13% when rating marketing skills needed for the future success of their organization.

What does that mean for you? Whether you are looking to change company/function or keep progressing in the career you already have, building up your channel-specific skills will help you bring the right skills to the table.

DMA: To what extent do you think the following skills are important for the current and future success of your organisation? (Grouped categories)

Channels skills gap

Naturally, ways that teams/roles are structured can change from organization to organization. At Smart Insights, we group channels into 7 different ‘toolkits’:

That’s not to say that only one person would work within one channel, since after all, integration is key to success.  But as you identify your businesses’ channels, and your own personal strengths within them, this categorization might help you identify ways to improve how you reach your customers.

Channels Marketer

Training

The Data and Marketing Association also found that external learning providers were seen as the most effective for marketing training (74%). This may be because of the nature of the training, since marketing tactics are constantly evolving, so it’s vital that the training body is keeping on top of the latest trends. Interestingly, internal training (the 3rd most popular provider), ranked higher for its longer-term relevance in the future rather than in the present day.

Thinking about the training provided by your organisation, how would you rate its relevance to the success of your business today? & Thinking about the training provided by your organisation, how would you rate its relevance to the success of your business in the future?

 

Internal training

Clearly there is a place for both internal and external training for marketers, with marketers looking externally for cutting edge tools and tactics to smash their short term goals. Enter Smart Insights quick wins – 30-60 min resources broken down to walk you through exactly what you want to achieve and get you up and running, fast.

With over 50 quick wins, it’s hard to know where to start. I’m highlighting one from each of the 7 channel toolkits, so you can look through and ask yourself – which quick win would be helpful my job?

Applying what you learn

The education sector has certainly come on leaps and bounds, and thankfully rote learning is now recognized as a thing of the past. The Open University’s Learning Cycle advocates applying learning to your assignments to improve your capacity to learn.

I recommend exactly the same process for marketing professionals – your “assignment” is your daily marketing tasks, and each cycle represents your progress in upskilling a particular channel.

Learning Cycle

The Content Distribution Matrix is a perfect example of ready-to-use theory that all marketers can apply to their paid, owned and earned media planning. This matrix was devised by Dr. Dave Chaffey, as part of the content marketing toolkit. The full resource, including expert advice and planning spreadsheets, is available for Individual and Business members.

Content distribution matrix

Final thoughts

Eagle-eyed blog readers will spot that I’m still quite new to the Smart Insights team. One of the perks of the job is unlimited free access to all Smart Insights training resources, and this is something I’m looking forward to getting stuck into.

Having previously worked at a Business School, I opted to complete a theory-heavy CIM qualification. So I am finding this agile and fast-paced approach very exciting. Perhaps when I’ve completed by RACE training I could do a comparison to help other marketers like me?

All the resources I’ve mentioned are part of the Individual Membership package (March 2020), if you are reading this blog at a later date and deciding if Individual Membership is for you it’s worth double-checking nothing has changed/merged eg if there is one resource you were particularly relying on. Equally, with new resources coming out all the time there may be something even better available in a few month’s time so it’s definitely worth checking back.



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COVID-19 spurs global marketing innovation https://thewebnerds.net/2020/03/covid-19-spurs-global-marketing-innovation/ https://thewebnerds.net/2020/03/covid-19-spurs-global-marketing-innovation/#respond Fri, 27 Mar 2020 12:10:38 +0000 https://thewebnerds.net/2020/03/covid-19-spurs-global-marketing-innovation/

Legislation from Facebook and advice from Google to inform your marcomms. Plus, from Dyson to Prada, discover the manufacturers stepping up amidst COVID-19 pandemic

Guidance for navigating your campaigns through COVID-19

Google has published guidance for marketers on navigating COVID-19. The one-page document outlines considerations such as:

Google doesn’t have all the answers, but, even if you only take away one thing from this article, I strongly recommend allocating yourself 10 minutes to read this guidance and just double-check that your COVID-19 marketing plan is in line with advice from the top.

 

Google

Still working out your company’s response to COVID-19? You’re not alone. Last week, Dr. Dave Chaffey published a free Smart Insights guide Creating a marketing action plan for a recession, to help inform strategy for marketers and business owners, which is definitely worth a download.

Combatting COVID-19 misinformation on Facebook

2.89 billion customers log into an app owned by Facebook every month (Facebook, Instagram, WhatsApp). That’s a lot of power, especially at a time where so many are relying on online news and social sharing to inform their lifestyle during the pandemic.

Accordingly, the social media powerhouse recently released a statement about combatting misinformation:

“Since January, we’ve applied this policy to misinformation about COVID-19 to remove posts that make false claims about cures, treatments, the availability of essential services or the location and severity of the outbreak.

“We regularly update the claims that we remove based on guidance from the WHO and other health authorities. For example, we recently started removing claims that physical distancing doesn’t help prevent the spread of the coronavirus.

“We’ve also banned ads and commerce listings that imply a product guarantees a cure or prevents people from contracting COVID-19.”

Facebook

This release strikes a strict tone against misinformation that will resonate with all of us. If applied more widely, the implications for news, brands, research, and politics could be huge. So what does that mean for your social media plan? For now – not very much.

Moreover, these questions about managing information on social platforms are not going to go away any time soon. Make sure your social media marketing is up to scratch with our dedicated social media marketing audit template.

Dyson joins manufacturers worldwide in pandemic action plan

British engineering giant, Dyson, has committed to manufacturing 15,000 ventilators – including 10,000 ordered by the NHS and a further 5,000 which Sir James Dyson will donate to the UK and other countries in need.

Dyson CoVent

In an email to staff at Dyson, seen by the Financial Times, Sir Dyson explained:

“This new device can be manufactured quickly, efficiently and at volume. It is designed to address the specific clinical needs of Covid-19 patients, and it is suited to a variety of clinical settings.

“The core challenge was how to design and deliver a new, sophisticated medical product in volume and in an extremely short space of time. The race is now on to get it into production.”

Drawing on what they know best, all CoVents will feature Dyson-standard digital motors. Dyson is one of many manufacturing firms involved in the National Effort for Coronavirus, including Babcock and Ventilator Challenge UK.

Matt Hancock Twitter

These ventilators are a much-needed resource to help the NHS provide for the critically ill over the coming weeks/months – which must first be celebrated. In doing so, Dyson, Babcock and Ventilator Challenge UK join worldwide manufacturers who have turned their trade from business as usual to pandemic-specific production.

And it’s not just ventilators, over the last week we’ve seen face masks and other protective fabrics by Louis Vuitton, Prada, Zara and Costello, and hand sanitizers by Pernod Ricard and Brewdog.

Face masks mass production

Once again, it’s the brands and companies which react quickly to changing marketing environments who can offer (life-saving) customer value, retain workers’ jobs, and cover their operating costs during an economic downturn. All that alongside staring in the good news headlines we all crave, which will not be forgotten once we’re back on the high street.





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5 keys to work-from-home success during Coronavirus times https://thewebnerds.net/2020/03/5-keys-to-work-from-home-success-during-coronavirus-times/ https://thewebnerds.net/2020/03/5-keys-to-work-from-home-success-during-coronavirus-times/#respond Fri, 27 Mar 2020 10:17:19 +0000 https://thewebnerds.net/2020/03/5-keys-to-work-from-home-success-during-coronavirus-times/

You and your team are stuck at home – that’s the current reality. By following these guidelines you can boost everyone’s work-from-home (WFH) morale and productivity.

Coronavirus WFH

Your customers don’t care where you work

Due to recent Coronavirus revelations, it’s not just you that’s working from home (WFH); your entire team may have gone remote. And stress can surely accompany this transition. But rather than succumbing to fears and pulling inward, it’s time to push outward — with strong leadership and tight collaboration, while also meeting your team’s emotional needs.

After all, your customers don’t care where you work, but how productive you are and how you care for them. Do this well and you remain a market leader; flail at WFH and watch your customers bail.

Fortunately, with the recent proliferation of project management apps, and some purposeful leadership, your team can still get its work done. And who knows, with fewer visual and social distractions you may even become more productive remotely than in-person.

WFH leadership

Key 1: Lead proactively and calmly

Now, as a leader of a marketing team, it’s essential to create clarity out of chaos.

First things first: decide that you’ll remain as calm as possible. If you’re not already cool in the face of crisis, you can make this happen by:

  • Setting clear, prioritized goals
  • Practicing mindfulness every day
  • Committing to listening more than talking
  • Carefully choosing your project leads

Regarding goals, make sure you’ve reprioritized your organization’s goals recently. Now more than ever it’s essential to keep everyone’s minds and work priorities aligned.

When it comes to fostering calm, I like how former Navy SEAL (Special Forces) Commander Jocko Willink put it: ‘Calm is contagious.’ While Coronavirus isn’t a physical war, it’s an emotional war — a war against fear, and the distraction, disorder and miscommunication that accompany it.

If you’re prone to ‘snapping at’ team members, I strongly advocate starting a daily mindfulness practice. You don’t need to reach a deeply transcendental state; just focus your mind on breathing, gratitude or other mindfulness practices for five minutes a day. Within a couple of weeks you, and your team members, will start seeing results.

Think you’re too busy to spare 5 minutes? This Harvard Business Review article, which includes ‘micro meditation tips,’ will eliminate this excuse. Apps like Calm and Headspace work great, too.

Grow your team’s emotional intelligence 

‘Listen more than talk’ can be harder than it sounds, especially for extroverted business owners and entrepreneurs. But by making a personal commitment you can make this happen. In status meetings, for example, promise yourself that you’ll only ask clarifying questions before everyone has had a chance to speak. Share your opinions and directives towards the end of meetings. Not only will your comments be better informed, but you’ll soon gain a reputation as a good listener. And you’ll be on the path to becoming a servant-oriented leader.

Sign up for Free membership

When it comes to your marketing project ‘lieutenants’ (project managers and the like), choose them very carefully. Don’t choose them solely based on their technical competency. Also include their team facilitation and emotional intelligence skills in your decision mix. Since these people interact with the most team members, they’ll expand the ‘emotional reach’ of your department.

WFH messaging

Key 2: Facilitate close team collaboration

Don’t just send your coworkers home and say ‘I’ll see ya when I see ya.” Instead, purposely create opportunities to connect and collaborate. The easiest to do this is by deploying an online messaging application.

Slack is the best-known messaging app these days. But others, such as Glip, Twist and Zoho Cliq also provide great messaging experiences (and have pretty cool names, too!). All allow you to easily insert screenshots or other media into your messages, and some support the sharing of documents. This PC Magazine article provides a comprehensive list of the best messaging apps as of March 2020.

For meetings that require close collaboration, like project status updates and Agile ‘scrum’ meetings, it’s best to schedule these with video conference tools like Zoom, Skype or Google Hangouts. Ultimately, though, it’s less about the tool and more about ensuring clear, open communication. So choose the tools that work best for the majority of your team.

Keep in mind this downside: these apps can be a challenge for older workers or the ‘typing challenged.’ Proactively address this by telling younger team members to exercise patience when interacting with slower typists. And for team members who prefer voice calls, show them how to start audio and video calls within these apps.

Foster ‘water cooler’ conversations

When working remotely, those impromptu ‘water cooler’ conversations don’t happen. So you need to create mechanisms that foster these casual interactions.

One way to do so: create channels in your messaging app. For example, you could create a ‘Weekend adventures’ channel where team members can share their weekend hobbies, along with the associated joys and ‘epic fails.’

Just make sure that:

  • The channel and content that will populate it fits your company culture, and
  • You emphasize that all posts must be ‘appropriate for a business context.’ (To ensure this, monitor these posts from time to time, and delete inappropriate ones.)

Another timely idea: Create a ‘Coronavirus humor’ channel. Tell your team it’s a place to post funny comments, pictures or memes related to Covid-19. Despite our dire times, our minds still need some comic relief.

Key 3: Use a project management (PM) app

Earlier I talked about reprioritizing your goals. That’s a great start, but you should go further. Ensure there’s a clear mapping (linkage) between your high-level KPIs and your tactical project goals, and between these goals and your task-level work.

Newer project management apps include project task breakdowns and status views. It takes a bit more effort to link these project timelines and tasks back to organizational goals. But doing so is well worth the effort, as most goal-oriented teammates want to see how their work affects the marketing department’s and company’s ‘scorecard.’

The best PM apps available today include Monday, Asana, Trello. If you use the Hubspot Marketing automation platform, Hubstaff Tasks provdes an easy-to-integrate PM solution

While I’m a pretty frugal guy, I would definitely not recommend ‘cheaping out’ on PM software. Consider the opportunity cost of poor project communication. If you deploy poor tools, the miscommunication (and resulting downstream issue) costs will likely exceed your monthly app subscription costs. Most importantly, some of your customers will witness these communication gaffs, which will tarnish your brand image.

Track your team’s time

I realize it can be tedious and you may get some pushback, but insist on your team members tracking their time on a daily basis. Nearly all robust PM apps include a time tracking feature. Insist that your team uses it. That’s the only way you’ll learn, earlier than later, which projects are late and over budget. This will allow you to do more ‘management by exception’ than finger-pointing.

If you just need a stand-alone time tracking app, Harvest and Toggl are two cost-effective options.

Continuing education

Key 4: Continually hone your team’s skills

Budget for the continuing professional development (CPD) of team members tends to be the first thing cut during difficult economic times. But it shouldn’t be, and especially not now.

Of course, travel to onsite conferences should be cancelled or delayed. Instead, you should seek out reputable virtual conferences and meetups on the same topics. The upside of virtual meetings: your staff may interact more widely — with international experts, for example.

Encourage your staff learn through remote activities:

Attending online webinars.

Choose the ones focused more on sharing knowledge and facilitating Q&A than promoting the sponsoring vendor’s brand. Don’t forget about local meetups (which are now mostly online); these allow your team members to connect with local contacts remotely now, and in-person later.

Signing up for online courses.

As an online instructor for the University of California, San Diego, I’m well aware of the pros and cons of online learning. The biggest challenge for those who haven’t done it: time management. See this challenge as an opportunity: team members who exercise good time management and get their coursework done should be rewarded at performance review time.

Completing self-directed learning – through videos, books, online, etc.

Just make sure you specify an expected deliverable or learning outcome. An example deliverable would be a 30-minute ‘lunch and learn’ presentation. A learning outcome could be as simple as a project report based on knowledge gained, or a course letter requirement of ‘B’ or higher.

Sign up for Free membership

The best part of professional development: team members, inspired by recent learnings, eagerly apply their skills to your projects. The payoff, in terms of new ideas, execution, and motivation, will likely be immediate. And, now that you’re not paying for airfare and hotels, much less expensive.

Key 5: Prioritize your team’s wellness

Staying well physically and emotionally is always an ‘A’ priority for me (and I hope for you, too!). Even if you need to rise at 5am to squeeze in a workout, do it! Your body, mind, and ego will thank you.

If you simply can’t squeeze in a 30- or 60-minute workout during the day, harken back to the ‘micro’ theme I mentioned for meditation. Squeeze in two or three 5-minute ‘wellness’ breaks during the day. Simple things like wall push-ups, planks, and jumping jacks will do the trick, as will a fast-paced 15-minute walk.

WFH wellness

A quick story; My wife works as an account manager at Fidelity Investments, and her boss today just granted all of her team members five additional sick days due to the Coronavirus crisis. The stated purpose: to allow employees to support elderly parents, or to take time to address their personal wellness needs. That’s what I call a great example of putting people and their families first.

Coronavirus infections will eventually subside (really!) given our social distancing practices and vaccination development efforts. But responding to the urgent needs of your loved ones shouldn’t wait.

Your team’s productivity may actually increase

If you let it, the Coronavirus and your new work-from-home reality could seriously disrupt your marketing team’s productivity. But by committing from the top down to not let that happen, and leveraging the latest technology, your team’s productivity won’t take a precipitous drop. In fact, it may even trend upward.

Whether you lead a large marketing team or are a DIY entrepreneur, following these guidelines will let you more quickly transition to ‘the new normal.’ With any luck, you may also see a boost in morale.



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The latest digital marketing hacks and tools for full stack marketers https://thewebnerds.net/2020/03/the-latest-digital-marketing-hacks-and-tools-for-full-stack-marketers/ https://thewebnerds.net/2020/03/the-latest-digital-marketing-hacks-and-tools-for-full-stack-marketers/#respond Thu, 26 Mar 2020 17:35:15 +0000 https://thewebnerds.net/2020/03/the-latest-digital-marketing-hacks-and-tools-for-full-stack-marketers/

A list of digital hacks and tools for full-stack marketers

First of all, think through your most tedious, low-skilled, weekly tasks. If you find them cumbersome, chances are, other marketers are bound to have felt the same frustrations as you. It’s likely that, somewhere in the world, someone created the technology to help themselves and others overcome whatever the challenge at hand is.

I always look at pain points as opportunities and so if there’s ever something that takes a while to complete, its easy to find a solution (or a hack as some might say). In the below article, I’ve combined a list of marketing tools and chrome extensions that I regularly use to automate a few of my daily activities, to be more efficient and to get results faster.

That’s what being a full-stack marketer is all about. Getting stuff done, and getting results.

“The full-stack marketer is multi-skilled. However, the difference lies in how the full-stack marketer excels through action, i.e. they have the practical working knowledge, not just an understanding, meaning they are at home editing PSDs one minute and optimising a website for search the next and always pushing to learn and adapt. This breadth of skill enables them to challenge those around them to drive for growth and more importantly get stuff done!” – Gavin Llewellyn

One of my greatest sources for discovering new tools and chrome extensions is Product Hunt. Whenever you find yourself in a pickle, or you just want to increase your output, I’d recommend you sign up to their email list to be the first to discover tools as they’re released and get the most out of your working days… #earlyadopter

A copy of the presentation is included at the bottom of this post. Please note that not all tools will be applicable to you and your organization. Also, please use the following tools at your own discretion. As Erwan Derlyn mentioned in a previous Marketing Minds blog post, the best advice he has ever received:

“Be patient: Don’t take shortcuts, no “growth hack” ever led to sustainable growth”

Ps. This post is not sponsored.

Research and Development

  • BuiltWith Web technology information profiler tool. Find out what a website is built with. 
  • SpyFuSearch for any competitor. Download their keywords. It’s that simple. Learn competitors’ PPC and SEO tricks and avoid their mistakes.
  • WappalyzerA cross-platform utility that uncovers the technologies used on websites.
  • Can Snippet CEA content element to render code snippet of various programming languages. Hover over features you like and copy the code directly.
  • What Runs A free browser extension that helps you identify technologies used on any website at the click of a button.

Design and Development

  • CSS Peeper Get access to the useful styles with our Chrome extension. Our mission is to let Designers focus on design, and spend as little time as possible digging in a code.
  • Window Resizer Resize the browser window to emulate various screen resolutions. This extension re-sizes the browser’s window in order to emulate various resolutions
  • ColorzillaColorZilla includes a Color Picker, Eye Dropper, Gradient Generator and many additional advanced color tools
  • EffinAmazing A/B Testing Calculator – This extension allows you to calculate the statistical significance and conversion rate of your A/B tests.

Photo and Video

  • Loom – Easy and free screen recorder for Mac, Windows, and Chromebooks. Record your camera and screen with audio directly from your Chrome browser
  • Social Blade – The best of Social Blade Stats right on YouTube, TwitchTV, Twitter and Instagram.
  • Cloud App – CloudApp screen recorder software for Mac and PC. Record video, webcam, GIFs, capture your screen and share it instantly to the cloud, all in one and easy-to-use.
  • Search by Image – This extension allows you to initiate a Google search using any image on the web.
  • Crello – The simplest online image editor. Create your own designs — posts, covers, graphics, and posters using the best software on the web.
  • TubeBuddy – TubeBuddy is The Premier YouTube Channel Management and Video Optimization Toolkit

Public Relations

  • #JournoRequest #PRRequestBoth #journorequest and #prrequest allow for Journalists and PRs to interact with each other productively.
  • AwarioTrack mentions of your brand and competitors across the web, discover your niche influencers, engage with customers, and find new sales leads on social
  • PressHunt – Press Hunt is a searchable database of 500,000 journalists categorized by what they’re statistically most likely to write about.
  • Exposure Cards – Exposure Cards is the place to explore underrated and interesting content from all over the Internet, and submit your own to get free exposure, starting at 50 clicks.
  • Get Tech Press – Get access to 3000+ tech journalists, Growth Hacks, Submit sites, Facebook groups and more.
  • MissingLettr – Clever social campaigns, analytics and engagement tools for companies that blog. Missinglettr turns each of your blog posts into a 12-month social campaign, which is then dripped out to your social channels. Each campaign is designed to engage with your audience and drive traffic back to your site.

SEO and Competitor Analysis

  • SEOQuake – Get all the details behind both the internal and external links on any webpage, including URLs, anchor texts and link types.
  • KeywordsEverywhere – A FREE browser add-on for Chrome and Firefox that shows search volume, CPC and competition on websites used by Internet Marketers
  • Check my links – A link checker that crawls through your web page and looks for broken links.
  • SimilarWeb – See website traffic and key metrics for any website, including engagement rate, traffic ranking, keyword ranking and traffic source.
  • Effin Amazing UTM – Easy to use UTM tracking code builder/generator.
  • Majestic Backlink Analyzer – Get instant link counts and see who is linking to the page you are browsing without having to go to a separate link analysis tool
  • SERP Timizer – SEO tool for link building, website audit and keyword monitoring.
  • Snippet Optimizer – Allow webmasters and content publishers to strategically construct page titles and meta description tags that will result in aesthetically-pleasing or eye-catching listings in Google’s organic search results

Lead generation and Conversion

  • Crystal – By analyzing public data and text, Crystal can generate personality reports for your contacts and anyone in our database.
  • Hunter.io – Hunter lets you find the people behind a website and their email addresses
  • GoPinLeads – GOOGLE MAPS data extractor tool to create actionable lists of leads
  • Dux Soup – Clever Browser add-on for LinkedIn simplifying Lead Generation and Business Development.
  • LinkedIn Contacts Export – Export your LinkedIn contacts
  • Contact Out – Linkedin profiles: You’ll see phone numbers, email addresses, and links to social media profiles
  • LeadCandy – Lead Generation and Sales Intelligence solution for
  • B2B Sales and Marketing teams
  • ThreadRadar – Jump into the conversation when your product or a topic you care about is mentioned on Reddit, Hacker News, Indie Hackers, or Product Hunt.
  • ProveSRC – Boosts your credibility, conversions and sales by showing off who has enjoyed your website in real time.
  • MixMax – Send engaging emails with instant scheduling, free unlimited email tracking, polls, and surveys right in Gmail.
  • Share email as a link – Create a shareable link for one of your emails. You can then reference it in any chat conversation like Skype, WhatsApp, Slack, iMessage, Facebook Messenger, Github, etc.

Social Media

  • Tweepi – Get more twitter followers fast with Tweepi’s Twitter tools. Use our unfollow app and followers app to get followers on Twitter daily.
  • FB Pixel Helper – The Facebook Pixel Helper is a troubleshooting tool that helps you validate your pixel implementation.
  • RiteTag – Get instant hashtag suggestions for images and text, anywhere on the web and mobile. A must-have for Instagram and Pinterest.
  • CrewwCoins – Reward your employees with coins for social media posts. Creww creates a distribution channel for your content via social networks of your team members.
  • Tag Predict – Online hashtags predictions and live statistics. Good for all social media site and all non-social media sites, even your own website.
  • RiteForge – Schedule remarkable posts with instant hashtags, emojis, GIFs and CTAs
  • RiteBoost – Improve the ROI of your posts with one click, right in your favorite scheduling tool. Enhance your posts with hashtags, emoji, GIFs and CTAs on links in a single click.

Content and Productivity

  • Cite This For Me: Web Citer – Automatically create website citations in the APA, MLA, Chicago, or Harvard referencing styles at the click of a button. Simply browse to the page you wish to cite and click the button to generate a correctly formatted citation.
  • BlockSite – Stay focused and improve productivity. Easily block any distracting or harmful website. Stop procrastination once and for all!
  • Marinara Pomodoro Timer – Pomodoro time management assistant.
  • OneTab – Save up to 95% memory and reduce tab clutter
  • Ahrefs – Content explorer tool. Content Explorer is a great content research tool for copywriters and content marketers. Find the most shared content on any topic.



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Measuring SEO Success – 3 Metrics You Aren’t Tracking But Should Be https://thewebnerds.net/2020/03/measuring-seo-success-3-metrics-you-arent-tracking-but-should-be/ https://thewebnerds.net/2020/03/measuring-seo-success-3-metrics-you-arent-tracking-but-should-be/#respond Thu, 26 Mar 2020 14:59:38 +0000 https://thewebnerds.net/2020/03/measuring-seo-success-3-metrics-you-arent-tracking-but-should-be/

Tracking all the usual metrics can help you measure SEO performance, but there are 3 other metrics you probably aren’t tracking that could help make a big difference

SEO is all about generating organic traffic to a website and ensuring that the acquired organic traffic converts well.

As an SEO professional, you’re probably already be tracking a number of metrics, such as organic traffic, bounce rate, conversion rate, keyword rankings, backlinks earned etc. But, there are three metrics that most SEOs aren’t tracking but they really should be.

Let’s learn what’s these three metrics are and how to track them:

1. Organic traffic ‘quality’

Organic traffic quality is a better metric to track than the number of organic visits. For example, you start doing SEO for a site that has 5,000 organic visits each month. You measure the organic traffic quality of the site and find that 30% of the organic site traffic is coming via bots or fake IP addresses. You share your findings with your SEO client that 30% of the traffic is of zero value. The actual people (real traffic) who are visiting the site are 3,500 and not 5,000.

After working for a quarter, you measure the increase in organic traffic and find that the traffic increased by 30%. But, you filtered out the spam traffic from the 30% increase and find that the real increase in traffic is around 20%. Hence, measuring traffic quality is more important as compared to organic traffic. Comparison of organic traffic should be done after filtering out the spam traffic. This is what every SEO should be doing.

Finteza is a great tool that lets you identify the percentage of quality traffic on a site. It is a buyer side analytics solution that shows real traffic data. It displays three levels of traffic coming to a site:

Organic traffic quality

Green indicates pure traffic, yellow indicates traffic via proxy or VPNs and red indicates visits via spam IP addresses or hackers. This is what a sample traffic dashboard looks like. As you can see, you can easily filter the organic traffic and see the actual traffic coming to your website after ignoring spam traffic, VPNs and bots. This way, measuring SEO success becomes easier:

Differences in traffic quality

2. Mobile rankings

Around 70% of web traffic happens on mobile devices. With the increase in internet speeds and 5G networks, the surge in mobile traffic will continue to happen.
This means that if you aren’t already doing so, you should start tracking how your main keywords are ranking on mobile.
You can measure the mobile rankings of your site by using the Ahrefs Rank Tracker. Before you start using the Rank Tracker, you need to register for the tool and add your website as a project.
ahrefs add new project
After adding your website, you can add the keywords whose rank you want to track.
ahrefs tracking keywords
Once you have added all your keywords and have allowed Ahrefs to gather the required data for at least a week, head to Rank Tracker and click ‘mobile view’.
ahrefs Rank Tracker
This report will display all the mobile rankings for the keywords you are currently tracking, allowing you to see what keywords you should focus on and how you can amend your startegy.

3. Total number of keywords under featured snippets

We are all heading towards a new era where voice search would be placed predominantly and have a higher share of search as compared to text search. So, how will you make sure your voice SEO strategy is giving you good returns?
Tracking the total number of keywords that are displayed under featured snippets is the best way to do that. Featured snippets have been dubbed as the ‘position zero’ of the search results. Here is an example of a featured snippet:
list of digital marketing strategies
Sites getting featured under answer boxes or featured snippets generate around 8.6% of clicks. If you are able to acquire both the position zero and position one then the amount of clicks would rise to more than 28%. Here is an example of an answer box which is also a form of a featured snippet:

Exit intent pop-up examples

More than 69% of answers provided by Google in the answer box (featured snippets) are extracted from a website.
Extracted google answer box types

Getting a website featured under featured snippets is guaranteed to increase the amount of high-quality and relevant traffic coming to your site. This is the reason, you must measure the number of keywords that are ranking under featured snippets. This is a primary KPI that’s linked to branding and conversions.

In order to track the number of featured snippets, use the Ahrefs Site Explorer. Simply log in to your dashboard, navigate to organic keywords and select the filters ‘target domain must be featured’ and ‘featured snippets’.
ahrefs Site Explorer

[Image Source]

Increasing the number of keywords ranking under featured snippets can have an immediate impact on both the quality and quantity of organic traffic generated to your website.

Final thoughts

Measuring your SEO efforts is critical to its success. There are other metrics that you need to track other than the number of conversions happening on your site because tracking primary and secondary KPIs are essential to leave an impact on the actual number of conversions happening on your site. Start tracking these three new metrics in your SEO campaign and see the difference it brings to the overall ROI.

 



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Why investing in your business is essential to your success https://thewebnerds.net/2020/03/why-investing-in-your-business-is-essential-to-your-success/ https://thewebnerds.net/2020/03/why-investing-in-your-business-is-essential-to-your-success/#respond Thu, 26 Mar 2020 10:12:34 +0000 https://thewebnerds.net/2020/03/why-investing-in-your-business-is-essential-to-your-success/

Starting your business requires a lot of investment before you begin. But even beyond that, you need to continually invest in your business if you want to increase its chances of success

As long as your business exists, investment is a vital aspect of your operations. Whether you’re investing in your products/services or in your employees, it’s a step that will build your reputation with your employees and customers.

Unfortunately, many businesses today see these investments as just “expenses” and try to cut their costs. This can be harmful to businesses.

What are the upsides when you invest in your business? Here are 5 reasons to increase investments into your business today.

1. It increases employee engagement and productivity

Generally, employee engagement at workplaces is low. According to a Gallup study, only 32.7% of American employees are engaged in their work.

American engagement at work

When there is low engagement at workplaces, the side effect is a loss of productivity. However, workers become engaged when you invest in their development and tools that help them do their work better.

Ultimately, they start to see themselves as part of your company and are happy to do their jobs. When workers become happier, it leads to an increase in productivity.

For instance, a study by the Said Business School, University of Oxford and the British telecoms company BT found that happy workers are 13% more productive.

In another Gallup study, work units in the top quartile in employee engagement outperformed bottom-quartile units by 10% on customer ratings, 21% in productivity, and 22% in profitability.

Engaged employees productivity

Apart from increasing productivity, investing in your employees also makes them satisfied with their jobs. According to a survey by the Society for Human Resource Management, 42% of employees claim that their professional development is very important to their job satisfaction.

2. Customers get better service from employees

Over the years, customer service has grown in importance. In fact, it’s now a form of marketing. When you treat your customers well, they promote your company through word of mouth and you attract even more customers.

According to Vision critical, customer experience will be the main brand differentiator by 2020 rather than price or product.

Customer experience

When you invest in your employees, they become happy and this happiness translates to their interactions with your customers. Furthermore, when employees have the freedom to use their skills to serve customers, they’ll become even more creative.

One company that invests in its employees to ensure they provide the best service to their customers is Zappos. The eCommerce company is popular for its impeccable customer service, and you’ve probably heard one of those stories.

When Zappos employs new contact centre workers, they have to go through 7 weeks of intensive training to learn how to provide the best customer service possible. As a result of this, returning customers account for 75% of Zappos’ purchases while 43% of new customers heard of the company through word of mouth.

Zappos customer obsesssed

Zappos CEO Tony Hsieh, said:

“So we generally try to stay away from policies, we just ask our reps to do whatever they feel is the right thing to do for the customer and the company. And that’s actually really uncomfortable for a lot of reps that come from other call centers. We kind of have to untrain their bad habits.

“But I think [customer service reps] are generally not happy because they don’t have control over the situation whereas Zappos… there’s really nothing that a rep can’t do so there’s really no reason to ever escalate.”

By investing in your employees and other aspects of your business, you’ll enable your employees to provide better service to your customers.

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3. Employee retention rates increases

Investing in building your employees’ skills and a great workplace means they’ll have few reasons to take another job. For an employee who grows as a professional, they’re able to fulfill their financial and career goals with your business.

According to a survey by recruitment firms Accounting Principals and Ajilon, 25.7% of employees are actively seeking new job opportunities while 55.5% are passively open to new offers. But 53.6% of the respondents claim the top reason that keeps them from leaving their jobs is loyalty to their team, boss, co-workers, or company.

Sign up for Free membership

Investing in your employees, in turn, provokes loyalty from those employees. Undoubtedly, increasing retention rates can help to save costs. Because when you lose an employee, you have to spend money to find a replacement.

For example, a Center for American Progress study found that the cost of replacing an employee is 20% of their annual salary.

Cost of replacing employee

Apart from the monetary cost of finding a replacement, it can be difficult to integrate a new employee into your company. Likewise, it takes time before a new employee can get up to speed. All these can lead to even more costs for your business.

4. Improves product quality

Without a doubt, your products or services are among the most important aspects of your business to invest in. After all, promoting a poor product will only draw attention to how inferior it is.

Investing in research and development (R & D) will help you to take customer feedback, carry out experiments, and improve your products or introduce new products. As you can see from a PwC report, the biggest companies are also the biggest R & D spenders.

Biggest R&D spenders

Even though you run a much smaller business, every business needs research and development whatever scale they operate. Innovation requires that you continue to invest in product development.

In turn, you’ll be able to meet up with changing customer demands, increase customer loyalty, and boost profits.

5. It helps to attract great talents

To build a successful business, you need to hire the best talents. As your business grows, you’ll need to expand and fill in more positions.

The good news is that you can attract great talents by investing in your current employees. When you do this, they become your business advocates for potential employees.

This makes sense considering that a prospective client is likely to believe what your employee says rather than top executives. To support that, statistics from Careerarc show that job seekers rank employees as the most trusted source of information about a company.

Most trusted source

Furthermore, in a survey of millennials by PwC, they listed opportunities for career progression and excellent training/development programmes as 2 of the 3 most compelling reasons to work for an organization.

Through proper investments in your employees, you can attract more talents likely to grow your business. Because your current employees will turn into recruiters.

Start investing in your business

Having explained the benefits of investing in your business, what are some steps you can take to start investing?

  • Employee training: training employees in general and professional skills will increase their capability to do a better job for your company.
  • Provision of tools and software: your employees in various departments need tools and software to do their jobs more efficiently. You can take recommendations from them and provide these tools.
  • Promoting innovative culture: many times, having a workplace environment where employees have the freedom to contribute can make a difference. It leads to better morale and products.

You can take these and more steps to start investing in your business.

Conclusion

Investing in your business is the best way to increase your chances of success. Because it results in better employees, products, and customer service.

In a nutshell, it’s an all-round win for your business. So if you weren’t convinced why you need to consistently invest in your business, these are 5 great reasons.



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How to succeed as a new website operations manager https://thewebnerds.net/2020/03/how-to-succeed-as-a-new-website-operations-manager/ https://thewebnerds.net/2020/03/how-to-succeed-as-a-new-website-operations-manager/#respond Wed, 25 Mar 2020 17:05:13 +0000 https://thewebnerds.net/2020/03/how-to-succeed-as-a-new-website-operations-manager/

Implement these suggestions to enter into your WebOps role smoothly

Congratulations! You’ve been hired as your company’s new website operations manager, but you might be wondering what exactly your role is. While some companies use an agency relationship to fill this job, they are increasingly hiring employees in-house to assist with this vital source of content and commerce.

As a website operations manager, you are responsible for your company’s websites and WebOps (aka DevOps for websites). Tasks involve creating and editing content, installing security updates, addressing any bugs or website-related concerns, monitoring and optimizing web performance, translating content into other languages, and eliminating technical debt if you are inheriting an older website.

Your website is one of the most forward-facing marketing efforts for your company; therefore, your role as website operations manager is critical for the customer experience and retention. A site’s overall functionality is based on the ease of navigation for the end-user and on how fast the website loads on a computer or mobile device. The 2019 Retailer Website Performance Evaluation report found that 90% of the shoppers polled left an e-commerce site if it didn’t load quickly enough to meet their expectations. Don’t let that happen to you!

Your role also serves as the point person for any website-focused projects, and you will manage the task queue for your team — which is typically made up of front-end (user interface) developers, back-end (server and database) developers, and designers. Much of the management is often done through a scrum process — an iterative and incremental management framework that encourages teamwork and flexibility.

Pantheon Group Meeting

A better way to market

Website operations managers work in tandem with marketing operations teams to capture and measure data points on the website. A site that is properly managed and maintained will produce much better data than a site where updates are infrequent and unfocused.

Because the website is a great resource for marketing, the marketing department might make requests of you in order to assist with customer acquisition and retention. The most common requests will be for more frequent content updates or additions. According to the 2019 Digital Marketing Survey released by Powderkeg, only 5.3% of respondents said they update their website daily, while 36.8% update weekly, 47.4% update monthly, and 10.5% make yearly updates.

The marketing department might also ask for tracking scripts to be added to the website to follow user behavior, track page views, and monitor conversion rates. Or they might need assistance with updating email templates within marketing automation software. Your role as website operations manager ensures those requests make it into the development queue and that the results function as needed.

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Website operations manager best practices

Enter into your new role smoothly and confidently with these suggestions:

1. Be a skilled project manager

Don’t just act as a website operations manager; rather, come prepared with project management skills and a playbook that works. Ideally, you’re a certified ScrumMaster, or at least familiar with the process. If you walk into this role without a clear vision for how you plan to run meetings and manage tasks, you will likely struggle to complete work in a timely and effective manner.

If you feel like you are lacking in project management skills, reach out to a project manager on your product team or elsewhere within the company. A project manager should be able to provide you with the insights and tools necessary for success.

2. Have strong communication skills

This role requires collaboration with your team and the organization as a whole. You will answer website-related questions from marketing, sales, human resources, finance, customer success, and IT/security. Requests often come from employees without a technical background, which requires you to act in the role of an intermediary. This requires solid communication skills.

Pantheon meeting

According to a 2019 employee communication and engagement study, 80% of the workforce in the United States reports feeling stressed because of ineffective communication in the business space. This is a 30% jump in only one year, so your role can be instrumental in bridging communication between other departments and your team. Assess the requests, and translate as needed into tasks for your team to complete.

If you find that you are struggling to communicate within your organization, make an appointment with the head of human resources. He or she should be able to offer guidance on effective communication strategies.

3. Learn the company website structure

As soon as possible, obtain a map of the information architecture for the websites for which you are responsible. Your lead developer and designer should have this available, and it will help you to better understand how the site was constructed. Ask him or her for any ideas for improvement — in layout, navigation, and user experience.

This is your time to learn the site navigation and understand how design and user interface changes will impact the site as a whole before you begin to develop a plan for changes and additions. If there is a style guide, obtain that, as well, or work to develop one with your team.

4. Develop needed technical and creative skills

The website manager role requires that you possess specific technical skills. You should feel comfortable editing content within the content management system and be knowledgeable on the most popular website integrations.

You also need the ability and desire to further your education as technology and digital trends rapidly change. According to the World Economic Forum, a minimum of 133 million new roles will be generated by 2022 as technology continues to progress. Programming and application development skills will be in strong demand, as well as those skills that computers fail at — creative thinking, problem-solving, and negotiating.

There are hundreds of training programs online that can get you current on the software needed for your website. If your company has software subscriptions to programs you are unfamiliar with, reach out to the account manager and request training. These professionals are invested in your success and should be helpful in answering any questions you have. You can also reach out to experienced co-workers or designated product admins at your company for internal training.

Final thoughts

Congratulations on this new role! Learn as much as you can about the website structure as soon as you onboard, and communicate as effectively as possible with all team members and departments. With technology developing at a fast rate, you will find that you are continually evolving your skillset and knowledge, which allows for continued growth and success.

 



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