No matter how much your current community is underperforming, the idea of migrating to a new vendor feels daunting, right? We know it does. That’s why we’ve put together a quick guide to give you the details about just how easy and fast it is to migrate your community to a Lithium platform.
In fact, there are key benefits to doing so:
Lithium communities outperform the competition by generating high traffic and high-value content
Monthly automatic updates take less than 5 minutes and cost you nothing
A superior set of design tools and APIs to ensure you have freedom to create a unique digital customer experience that showcases your brand
We work with you every step of the way to ensure that your community management, design process, and technical needs are all met simultaneously so that we can get you migrated within our typical 14 weeks.
Worried you’ll lose SEO during the process? We’ve got you covered. Need your new community to be an exact design copy of your existing one? Done. Want to integrate your community with your CRM instance before a public launch? We can do that too.
Download the free guide to find out how easy it is to switch to Lithium.
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It’s been a long journey, but after many nights working to get beta customers up-and-running to announcing Profile Plus at LiNC, I’m excited to announce that with the release of Community/LIA version 16.6, Profile Plus has now officially GA’d!
With Profile Plus, users can now experience a personalized community tailored to their interests, expertise and preferences, similar to how they experience Facebook, Twitter, and other social networks. Discovering useful and compelling content, particularly on mobile devices, is now that much closer to what people expect of a contemporary product experience. All of this is powered with Klout’s proprietary algorithms and data that create an unmatched community personalization engine.
How does Profile Plus benefit consumers?
Registered community members get a personalized experience that shows content that is relevant to them and motivates them to contribute more content.
Registered community members get tailored recognition based on topical expertise and influence
Casual and anonymous users discover better content when they visit
How does Profile Plus benefit brands?
Increased Engagement: Consumers find higher quality answers faster, resulting in faster resolution rates and higher customer satisfaction
Engaging more people with personalized content increases satisfaction and loyalty
More granular customer insights
Easily identify top experts and influencers by topic
Easily identify top interests and expertise of connected members
Leverage data to provide more personalized service and marketing
This complex initiative could not have been possible without the contributions of people across multiple teams. I’m super proud of what we’ve done and I’d like to give a huge shout out especially to GiffGaff, Webroot, Alteryx and all the customers that provided invaluable feedback during the beta process that helped shaped the product into what it is today. We could not have done this without you. THANK YOU!
Contact your Customer Success Manager to enable Profile Plus today. After Profile Plus has been enabled, refer to the 16.6 release notes to configure it.
Check out what Webroot and GiffGaff had to say about Profile Plus at LiNC.
Join me in thanking these folks and in celebrating this major Lithium product milestone! Kudos to all!
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It comes as no surprise that customer expectations just keep pushing forward. Now is the time to reevaluate your community to assess where changes may need to be made to keep up with those expectations and to take your community experience to the next level.
Here are three key areas you need to incorporate in order to stay competitive and keep your community members engaged and coming back:
1) Responsive design. Our smartphones and tablets are where we turn first to go online, check out a brand, shop and find answers to our questions. With increasing mobile device usage, customers expect to interact with brands across all of their devices and have a consistent experience. Moving to a responsive design helps you create that consistent experience, amplifies search engine optimization (SEO), simplifies analytics, creates more engaged visitors, lowers the total cost of ownership for community and increases community vibrancy as people find it easier to participate. If you’re dragging your heels on moving to responsive design or trying to convince your boss that it’s time, the business case is there for why now is the time to make the leap. Check out Google’s responsive designed community.
2) Rich media experience. Visual content is hot and here to stay. In their everyday lives, your community members are not only using words to express their feelings and share their passion for their favorite brands, but are increasingly using images. So the more you can incorporate rich media into your community, the better. It will increase engagement and traffic, improve SEO, create a more visually engaging experience for community members, and increase trust by allowing users to showcase brand/products. Check out how giffgaff incorporated media into their community.
3) Value Analytics. While it’s important to increase engagement in your community, it’s just as important to measure the impact of your community experience not only on your business, but also on your customers. By adding analytics in the form of a customer survey, you can collect data on why customers visited the community, whether they found what they are looking for, what actions they would have taken if they hadn’t found it, how satisfied they are and how likely they are to recommend the community. Collecting and tracking this data provides a baseline to determine how the changes you make to your community impact the customer experience and call deflection. Check out how MicroStrategy used value analytics to measure customer satisfaction.
The more engaging experience your community members have in your community, the more likely you are to experience community’s full value for your brand. Be sure you are staying on top of what is emerging as expectations for your community and take full advantage of how community can empower your business.
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Traffic is the lifeblood of websites. It’s what fuels conversions, sales and brand awareness. It’s what eventually fuels marketing’s ultimate goal – engagement-to-conversion. But how do marketers effectively continue to drive traffic? Is it via search engine optimization (SEO) or paid search, also known as pay-per-click (PPC)?
Both take a significant portion of the marketing budget. According to Forrester, over the next five years paid search and organic optimization will top $45 billion by 2019. But, at the same time, PPC and SEO are known as a dilemma on the minds of many marketers who look to balance their budgets in order to crack the code of engagement-to-conversion.
What is often overlooked is the power community plays in driving that traffic. In fact, community can be your key to putting the turbo in your SEO strategy.
The Value of SEO + User Generated Content
The user generated content (UGC) in your community is pure gold for SEO. The UGC in your community is long-tail content that continually “self-updates” and is highly relevant for what your customer (or potential customer) is looking for because it’s written by real people for real people. The UGC in your community also uses natural language and real terms that people would type in a search engine. Not marketing jargon. Community is the online destination where customers and prospects talk about your products/services and where they can find real answers quickly, which, in turn, benefits your SEO efforts.
The Lure of PPC
In the pressure to reach customers or present a better offer before competitors and to meet acquisition targets, taking time can seem too risky. PPC offers a quick cure for those brands who want to jump to the head of the line and reach customers where they are immediately. This can be great for short-term campaigns. However, marketers should be aware that a recent Lithium survey found that one third of Americans said they don’t trust advertising to give them information about a product or service they are interested in buying.
PPC is no doubt a big investment because marketers see it as one of the only search tactics to create unique content. However, now with Community UGC and the organic traffic it produces, PPC should not be seen as the only option.
The power of Community
In a sample of Lithium’s retail customers, we compared community traffic from SEO with website traffic from SEO. The results are telling: the average percent of community traffic from SEO was 62%, while the average percent of website traffic from SEO was 37%. This means that the community SEO sourced traffic was 68% better than that of the websites.
This is why a study by webmarketing 1|2|3 says both B2B and B2C customers believe that SEO is twice as effective as PPC or Social Media Marketing (SMM) for lead generation. Don’t get us wrong, PPC has its place and will always be a part of the marketing mix. But what we have seen is that organic SEO can be extended and amplified by having a thriving online community with UGC. So marketers can reach a greater amount of customers at a lower average acquisition cost via organic SEO from websites and communities and then use PPC to scale.
SEO is also less costly than PPC in the long run and it makes sense to maximize its full value by using community as a fertile source of content.
It requires time, but the investment is worth it. Communities can indeed put the turbo in SEO.
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