Lenny Eskin

I intentionally tanked a website's traffic by 60.59%. A B2B website selling hardware to large hospitals had 951 blog articles. We got rid of 782 of them. Many of them were old, outdated, but most importantly, irrelevant. If you were selling hardware that costs hundreds of thousands of dollars and well into the millions, having articles on basic medical advice isn't going to help you generate sales. For example, having articles about the nutrition of certain foods, like a banana or what you should do if you have the flu, is irrelevant. Sure, you could say it is related to the health and medical space, but someone reading an article about the nutritional stats of a banana isn't going to spend $600,000 on medical equipment for a hospital. By keeping their site focused, they increased their traffic for relevant terms by 39.13% within 5 months. And their leads went up by 25.74%. Having more traffic isn't everything. Your goal should be to have the right type of traffic. Don't just write content to get more traffic. Write content related to your ideal customer needs and focus on revenue over traffic.

I’ve spent 23 years in marketing now. I’ve been involved in some really cool campaigns…, including Superbowl ads, Olympic placements, World Cup campaigns, NBA sponsorships, ads during Formula 1, and work with A-list celebrities. But do you know the one thing that has stayed consistent over the last 23 years? None of the above “sexy” marketing strategies performed as well as the boring, ugly marketing techniques people don’t care to talk about. From conversion rate optimization to email marketing to running plain old Google PPC ads… the boring basic stuff tends to produce the best ROI. Don’t chase sexy, it’s overrated. Especially in marketing.