from keycdn.com Case Study – Analyzing Web Font Performance
The only way to scale is to improve hiring while simultaneously retaining your best people. You can consistently hire top talent, but it’s impossible to build a good, long-lasting company when the bucket is leaky, and you’re losing good people all the time.
The way we measure this is employee churn (e-churn = the number of people who voluntarily left the company/the number of total employees). Our goal is to keep this metric really low.
A lot of companies put all the emphasis on recruitment and hiring. Hiring the best people is just one part of the equation, you need to also keep the best people and let them grow inside the company.
Content generation + upsell
marketing + social push
WORK IN PROGRESS
Last updated 6/10/16
Growing a business = nurturing existing customers + Finding new customers
Nurturing existing customers: servicing them + getting referrals from them + motivating them to make repeat purchases + increasing AOS
Finding new customers = Generating Leads + converting them to customers.
Here I talk about the work we are doing towards Finding new customers. After some basic research we decided to go with Optinmonster (XX put ref link here). We got this all working and went live on 5/23/16.
Let’s start with the results:
so the split test is doing much better – 4.91% vs 2.67%. Sample size, >1000, looks pretty good too. I will go ahead and make the winner the primary and it will be our new baseline. The 2 versions we split tested are below. Fairly simple and boring looking with an offer for a free gift mentioned in the split test.
- Brand identity: people should know what you are about and why they should follow you in one quick glance
- What is the competition doing
- choose 3 adjectives to define your brand identify. Before posting ask if posting is aligned with identity
- identify buckets
- solidify your tag line
- Create content
- If relevant, tag other artist personalities or brands in your photos.
- contests – integrate into full marketing strategy, partnership with influences and/or vendors
- surprise and delight
Some more research findings on pInterest:
Typical user: women, educated, mobile users, affluent
Referral traffic summary on our site (last 6 months)
. pInterest traffic is higher but FB converts higher (3% vs 0.70%)
. no conversions from mobile (need to make our presence mobile friendly)
. desktop majority/ Tablets second
Top pinned categories
. Food and drink (20%)
. DIY and crafts (12%)
. Home decor (11%) << we fall here
Boards for inspiration quotes, humor always popular
Best Time to Pin 10 am to 4pm 11pm to 1am
Top pinned domain Etsy
Good pInterest presence: Lowes, REI, Martha Steward
Best practice for re-pinnable content
. taller images/ good quality
. long text descriptions
. optimize text (think of it as a marketing channel)
. Rich pins/ Hashtags
. Group boards
. make site pInterest friendly
Further study: http://www.mcngmarketing.com/31-days-better-pinterest-page/