Last week Strategy Lab partnered with our good buddies at Pidgeon Social to present the first ever Honest Conference. The idea for the conference was simple: Get some amazing marketing leaders in our community together to have a frank and honest discussion about they know and even what they don’t. I wasn’t personally involved in a lot of the planning, so I don’t feel too bad about tooting the team’s horn when I say it was absolutely amazing. The lineup of speakers was the best I’ve ever experienced and the amount of value they offered was unreal. there’s no way I could even begin to cover each speaker’s background and presentation (head to honestconference.com for more info on that), but I felt it was important to jot down some of the big ideas from the day:
Create First and Improve Over Time
One of the big common threads that tied together all of the presentations was the idea that doing something is always better than doing nothing. If you have an idea idea for something you can create (be it a vlog, an Instagram, or a jewelry company), just do it, even (or especially) if it’s not perfect. Over time, you’ll figure it out and get better, but the first step is just to try. As human beings we have an unlimited capacity for talking ourselves out of things that have virtually no downside. Changing that is one of the first big steps towards doing something amazing.
Always Ask for Feedback and Act on It (in Moderation)
This feeds nicely into the idea of feedback which just about very speakers touched on at some point as well. As marketers, business owners, and people, we’re always wondering what we should actually be doing to succeed, when in reality the answer is very clearly right in front of us in the form of feedback from our people and our customers. Asking these people what we can do to improve our product, customer service, or marketing tactics gives us the road map to success. Now, this piece of advice comes with a caveat as not all feedback is helpful when you’re trying to innovate. As Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses.”
(Photo credit: Sprout Catering!)
If You’re Uncomfortable, You’re Probably Doing Something Right
This is another idea that seemed to emerge somewhere along the way in each presentation. Hillberk and Berk COO Mary Weimer got some laughs from the crowd when she revealed that she is in a perpetual state of discomfort, and never really knows for certain the right thing to do. The truth is, comfort is the cost of doing something that will never really move the needle. Justin Reves’ “80% and Go” rule of thumb I think sums this up perfectly: Get to the point where you’re 80% sure of something and then just go for it (as Richard Branson would say, “Screw it, let’s do it!”)
Always Keep it Human
Whether it was HB&B’s policy of giving their employees sparkle balls to give out to strangers, or Wheelhouse’s “Wheel Mile” of encouragement at the Queen City Marathon, the stories that really resonated with people at HonCon were those that demonstrated honest to gosh humanity and compassion. In other words, the companies that succeed will be the ones that genuinely treat the people around them (customers and non-customers alike) like human being and not just numbers, dollars, or “stakeholders”. This was particularly evident when the Roughriders’ marketing coordinator Miriam Johnson spoke about their recent influencer campaign during the opening of the new Mosaic Stadium. They did a deep dive to find out what was important to key people in their community to find out what they truly cared about, then customized swag packages for each person along with a handwritten note specific to their lives and personalities. There was no hard-sell or expectation, just a true sense of caring and a desire to do something awesome.
At the end of the day HonCon was a tremendous success. I strongly believe that each and every person in attendance walked away having learned a lot about what other people in this new marketing world are doing to succeed, not only from the fabulous lineup of kick-ass speakers, but from each other as well.
This blog was originally published on Cupcakes & Websites website here: The Largest Canadian Google Analytics Study Ever Done
For this study we wanted to compare data from 2015 to 2016. Over those, only 57 qualified (had enough traffic over a two year period) to make the cut. If the website wasn’t setup until after 2015 we didn’t include the data as it is incomplete. Next years study (or later this year, we’ll see) will be even bigger!
What did we find?
Average number of visits to a website:
2016 – 14,267
2015 – 15,700
A decrease of 10%
A decrease in average traffic would indicate you can’t have the “build it and it will come” attitude. You have to be doing something on your website that gets people to come back again and again. No you don’t need SEO (search engine optimization) if you’re creating amazing content for your intended audience.
Monitor you traffic. One past almost client (they never said yes) asked if they could talk to us about their “new” website and why they lost 80% of their traffic. Get a monthly report from your website provider at the very least just to ensure someone is reading what you publish!
Average number of visits from search (traffic from Google):
2016 – 7,513
2015 – 6,150
An increase of 18%
Ever since we’ve been measuring websites in Google Analytics it’s always been an anomaly about how much traffic comes from search. And not just our website, EVERYONE’S, yes yours too! You just need to understand better what Google is looking for. Search in powerful, if someone if looking for what you sell, the odds are they will search for it eventually. Make sure when your potential customers search for what you provide, you come up!
Everyone needs a Google Strategy.
The average growth (loss) of traffic:
Total traffic – (10%)
Organic traffic – 18%
Facebook traffic – (.08%)
Traffic fluctuates. Google gives you some tools on seeing what the average search volume is for specific terms over the twelve months of the year to see when search peak.
Seth Godin has long been an inspiring figure around our office. His “be remarkable” mantra has been the foundation of a lot of what we do at Strat Lab. For a time our logo even incorporated Seth’s “purple cow” concept. So when I began searching for podcasts to listen to during my drives to and from the office and meetings last week Seth’s name naturally came up. While Seth doesn’t appear to keep up a regular weekly podcast himself, he makes frequent appearances on all manner of podcasts to do with marketing, business, and life. I happened to stumble across Krista Tippett’s amazing show On Being and cued up her interview with Seth, during which he dropped a concept that blew my mind a little bit.
It’s like this. There are two distinct schools of thought when it comes to society and the economy. One is that people by their nature need stuff. Their main motivation is to buy as many “things” as possible. Success is determined by the number of things you have versus the people around you, and businesses should strive to create the shiniest things for the lowest possible price. Seth calls this mindset the “Walmart Economy”. Doesn’t quite sounds right, does it?
The other school of thought says that people don’t actually care about things all that much anymore. Our generation has gotten used to the instant gratification that comes with having “stuff” and its appeal has drastically worn off for us. Gone are the days when people prided themselves for having a slightly better barbecue than their next door neighbour. Instead, people only really care about things that can give them one of two things: Time and personal connections.
These are the two things we find ourselves lacking more and more as we seem to get busier and more plugged into a digital world that feels increasingly isolating. We tend to focus less on the bells and whistles of a product or service and instead prefer things (be it a gadget or an app) that save us much-needed time that we can spend doing things that we actually want to do. If it doesn’t save time, it better create ways to connect with other people in a meaningful way. Products that create communities give people the validation they used to get from having the shiniest new car. As a society that feels increasingly disconnected from one another, the companies that allow us to connect with like-minded people are the ones that will get our business.
This is the future Seth sees. In the world of Amazon where we can quickly and easily get the things we need with the click of a button, the things we want will be entirely things that achieve these two ends. So ask yourself, is my business saving people time or connecting people? If not, it might be time to rethink your widget.
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