Scott Frangos

Scott serves as Chief Optimizer on the Webdirexion team for both development and content marketing strategy, and is the author of the new book, "The Marketer's Concise Guide to CRO" (Oct. 2015). He is a career marketing communications professional with niche industry specialties in healthcare, law firms, and hotel marketing and holds recent certifications in Google Analytics Mastery (Udemy), and RACE Digital Marketing (Smart Insights). Scott has also taught business, web programming and eCommerce courses at colleges in the Portland, Oregon area. He currently teaches WordPress Content Marketing Power, an online course through Udemy, and has spoken at several Content Marketing conferences.  When he is not geeking out on a Mac, Nexus 7, or Google Chromebook, he enjoys Tai Chi, walking with his two dogs, and survives on Coffee and Pizza.

Twitter Ads: Leads to MailChimp Campaign

Twitter Ads - leads to EmailYou’ve worked hard growing followers on Twitter, why not turn them into leads so you can work toward sales using automated marketing?  Twitter ads?  Yup.  Don’t count that platform out yet — especially when we have a new American President that loves to tweet, and the platform has 317 million users in 2016.  That bird can still sing.

Our clients are always interested in smart ways to gather more leads, so we are pleased to tell you about a tactic where you pay only for the leads gathered.  This strategy pairs up newer Twitter ads with your marketing automation program of choice to discover leads and grow your list.  And with a lead campaign on Twitter, you pay only for the leads gathered. (more…)

Digital Marketing Checklist for Chief Marketing Officers

How can Digital Marketing help gather more leads?  We’ve prepared a high-level checklist to help you.

Strategic Conversions

Leads are the gold for digital marketers.

You’ve got a budget, goals, and need to prove your digital marketing campaign’s ROI. How can you show your team is meeting its objectives?  There are a lot of fancy acronyms and tactical names in this business, but in the end a company lives or dies on qualified leads your sales team can close (B2B) or buying customers for ecommerce and B2C sales.

At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals.

We’ve found this helps solve a lot of the challenges marketer’s face as shown on the chart at right.  Take a look at the top three challenges (Producing engaging content, doing it consistently, and proving ROI), and ask yourself how you now measure content effectiveness?  Shouldn’t you see direct results in terms of engagement and leads?  We think so.  We’ve written an eBook about R.A.C.E. strategies and tactics and will send you a copy along with a Digital Marketing checklist. (more…)

SEO, Content Strategy & The Ranking Brain

Welcome to the twilight zone.  An Artificial Intelligence (AI) is in charge of search returns now, when you use Google. You can’t control what it does.  What does this mean for content marketers?

Google SEO and Artificial Intelligence

Ready to meet an Artificial Intelligence? You already have — every time you do a Google Search you are working with one.

Google calls it’s AI, “RankBrain”, and while only an infant, it already thinks for itself.  That’s called “machine learning.  According to a recent SearchEngineLand.com (SEL) article, “Machine learning is where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming.”

According to wikipedia, “RankBrain is a machine learning artificial intelligence system, the use of which by Google was confirmed on 26 October 2015. It helps Google to process search results and provide more relevant search results for users.[1] In a recent interview, Google commented that RankBrain is the third most important factor in the ranking algorithm along with links and content.” (more…)

Facebook Kapow Split Test & How You Know It’s Done

What if you could increase readership for sales related blog posts by 67% or more?  And… what if you knew, before spending a lot of ad dollars on your content, exactly how well it engaged your target prospects?  Kapow.

Webdirexion Testing Kapow Campaign

Kapow: How split testing + Facebook audience engagement pays off — before your ad campaign (and after).

We do a lot of split testing at Webdirexion because it causes our content to perform better for clients and our agency itself.  Too many content marketers and web designers think they are done after their “first guess” at compelling copy and design.  Not so.  Better engagement of qualified prospects means more sales, so why would you not test for this?

In this post I’ll tell you about a Facebook pre-test “Kapow” tactic that helps you get your content optimized better results before a higher advertising spend.  Then I’ll answer the oft-asked question… how do you know when you have enough of a test sample so that your results are valid?  Quick tip — the wider the percentage of conversion results, the sooner you can end the test; see below. (more…)

Winning Content Marketing: Testing your Message House

Use the message house strategy to guide your content marketing teamsIn this post, I’ll suggest two solutions — one from the R.A.C.E. digital marketing strategy we practice at Wedirexion, and one from our favorite marketing tactic — split testing.

Building a Smart Content Message House

You’ve been reading your analytics and your bounce rate is too high. In R.A.C.E. marketing strategy, one concept used to focus on better copy writing is what we call the “Message House”. You proceed from an umbrella statement to core messages and end with supporting evidence and proof points, like this: (more…)