In Appropedia we try every day to increase our quality traffic. This simple page tries to categorize and describe the underlining philosophies behind each reach out strategy.
| Summary | |
|---|---|
| Passive | Just improve content |
| Indirect active | Ads and SEO strategies |
| Direct active | Bulk and one-to-one communication |
For this purpose, I will use two invented people called "Jorge" and "Christina" as our marketing personas. To keep it simple, lets just say Jorge is a person who is cometed to sustainability action, supports collective construction of knowledge and is not an Appropedia user. Christina has the same characteristics as Jorge but she once used Appropedia as a registered user and did not come back.
Of course the intention of this page is not to decide on which is the best way to do reach out, but only to improve our internal communication when we talk about it.
Passive[edit | edit source]
This kind of reach out parts of the idea that the best way to get new quality users is by just improving content (and consequently SEO) in order to get organic traffic, match search intent and get Appropedia known by word of mouth. This would also bring organic backlinks which would increase referring domains.
Case 1: Jorge is searching for information on rocket stoves. He types in google "Rocket stove" (keyword which Appropedia today 2022-02-23 ranks 11 in SERP), clicks on Rocket stove and enters a webpage that is optimized for Jorge's experience.
Case 2: Jorge is browsing one of our organic backlinks, clicks on Rocket stove and enters a webpage that is optimized for his experience.
Case 3: A friend tells Jorge about Appropedia because he thinks its content would be of interest to him.
Case 4: Christina comes back to Appropedia to get information on rocket stoves and finds a significant improvement on the page's content.
Indirect active[edit | edit source]
Advertising[edit | edit source]
This type of reach out is about paid search in google, social media advertising and all other forms of promotion where people enter Appropedia because they see an ad.
Case 1: Jorge types in google "Rocket stove" and clicks on Appropedia's add for Rocket stove.
Case 2: Jorge watches an Instagram post of an Appropedia's rocket stove and clicks on the web page.
Case 3: Christina is familiar to Appropedia so when she looks for rocket stoves she clicks on the ad.
SEO[edit | edit source]
This type of reach out is about actively trying to increase our organic keywords and improve our backlink profile via link building to rank higher on SERPs.
Case 1: Jorge is searching for information on rocket stoves. He types in google "Rocket stove" (keyword which Appropedia today 2022-02-23 ranks 11 in SERP), clicks on Rocket stove and enters a webpage that is optimized for Jorge's experience.
Case 2: Jorge is browsing one of the backlinks that came from the link building strategy, clicks on Rocket stove and enters a webpage that is optimized for his experience.
Direct active[edit | edit source]
Bulk[edit | edit source]
This type of reach out is mostly newsletters and mass communication strategies.
Case 1: Jorge receives in his email inbox a newsletter from Appropedia that talks about the new updates on rocket stoves.
Case 2: Christina receives on his talk page a summary of his 2021 impact on his rocket stove page on Appropedia.
One-to-one[edit | edit source]
This is simply sending personalized messages inviting people to participate on Appropedia.
Case 1: Jorge gets a private DM on instagram saying "Hi Jorge! I've just came across your post on rocket stoves. Great job! I was wondering if you would like to add it to Appropedia, the sustainability wiki?"
Case 2: Christina gets an email saying: "Hi Christina! I've just seen your Appropedia's rocket stove project, great job! I couldn't find a materials section though; would you be so kind to add one?"
