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Nooks Quick Notes & Thoughts

Strategy notes

Overall, my strategy is centered around creating more inbound volume, that can produce more signals, that the team can use to inform more outbound simultaneously
Ad strategy: We’re only using one ad type, and it’s one of the most expensive types on the platform. From a strategic level, let’s uplevel this with a mix of ad types, specifically those that align with the platforms incentives to keep users engaged.

Part one: thought leader ads. Let’s use already great Nooks content from founders and other visible sales team members. As an additional layer, we can also run ads from influencers (get people using the product, post about it, sponsor it). The best part of this is the creative lift is low, and the rotation is frequent. Cons are they aren’t as trackable as other ad types, but I don’t expect users to convert vs just building brand awareness.
Part two: Video. The cold calling battles are compelling and we can use some video ads of people actually using the product under pressure. This is a great pattern interupt, and the only goal for this ad is to create attention
Part three: low funnel demo ads (using lead forms or conversation ads). Since there’s a great cold layer strategy going and some healthy web traffic, we can retarget visitors with an offer to take a demo. We could incentivize it with something to make it more compelling.
Part 4, continuing image ads. We should still experiment with square image ads as we are now, but mix up the creative more and add some more compelling copy writing.

Refine exec audience targeting, then create lookalikes
Exclude job titles that are underperforming and driving high cpc
Refine / start retargeting but for highly engaged visitors (>3 mins on site)
Move more budget to exec audience (the cost per result is lower)
Turn off message ads until we have a better strategy (high cost per result with no conversons)
Set a max cpc
Retargeting should be a big goal

Assumptions: ignoring direct. that’s just analytics for “not sure” - we could make a healthy assumption that it’s a mix of organic social and other sources (the dark funnel)
Returning visitors: there’s an unhealthy mix of new vs. returning visitors. This presents an opportunity to get visitors back in a few ways: 1) ad retargeting, 2) email marketing
SEO: no surprises here. Without a formalized SEO program, organic search contributes only 15% of sessions. There’s a huge room for growth here, especially if we capitalize on getting these folks to return. While there’s likely some brand search here, there’s likely also some high intent solution seekers
Paid: again, another opportunity for improvement. If you couple these analytics with what we know about your LI data, we’re paying for very little traffic (although conversions down funnel may be higher)
Engagement: Engagement is high, thanks to all the interactive elements on the site. People scroll far and click quite a bit. 70+% of users

SEO strategy: I would start with low funnel, high intent keywords to focus our content strategy on. As a note, each of these keywords would have a full content brief created for our writer, so that she has an SEO optimized outline to begin creating from. Although high volume tofu pieces should be considered, there’s a reasonable assumption that the search volume will be eaten by AI Overviews. We could still use that brand touchpoint though. We should create content around problems and pain points, and focus on money keywords instead of everything under the sun.

Raw Analysis

Traffic & User Overview:

Direct: 305,520 sessions (45.3%) with 72.09% engagement rate
Referral: 237,243 sessions (35.2%) with highest engagement rate of 73.36%
Organic Search: 101,448 sessions (15%) with 60.25% engagement rate
Organic Social: 20,930 sessions (3.1%)
Paid channels showing minimal contribution (Paid Search: 1,647, Paid Social: 251)

Engagement Metrics:

Opportunities & Concerns:

Organic search contributes only 15% of sessions but shows decent engagement (60.25%)
Room for growth compared to direct/referral traffic