How To Engage In Content Marketing Like the Big Boys Do

Here’s a terrific opportunity to educate your customers in a big way and at the same time show your expertise. Write an eBook on your specialty. This doesn’t have to be the size of a novel, it just has to be rich enough to cover what’s important for them to know. It gives you the opportunity to put any myths to bed as well. If a customer takes your eBook, you then have their undivided attention. They are actively seeking the information you are providing. Ebooks are great because not only are they typically a quick read, you also have the ability to put live links in place to bring in other resources for them to enjoy. Maybe send them to your website for more information.

If you move into eBooks you are actively participating in content marketing. This type of marketing is hugely influential online right now. Content marketing is massively desirable to the search engines. Ebooks are fresh valuable content. You can use it in so many ways. If you’re trying to grow your list, you can use it as an email harvester. Offer it to customers who give up their email to possess it. You can use it to influence the way people view you. It shows your authenticity. I try at every turn to show customers what I know and how it can help them.

Once you write one eBook, I can assure you, you’ll write more. There’s a large payoff, when people care about what you say. We all have an audience, most of us are unaware. Take the benefit of a doubt and try one small eBook. Email it to all your existing customers. I think you’ll be pleasantly surprised by the outcome. It will show your thought leadership. They will appreciate the education. Many I’m betting assume what you do or at the very least under estimate the full extent of your services. Consider an eBook for each service. Develop it into a series.

If you also do public speaking having an eBook, to draw attention to, gives your listening audience a reason to visit your website. Direct them to a landing page where they can get your latest eBook for FREE. On the front end make it look like the cover of a book. The graphic and message should resonate with whom your speaking. If you get enough ebooks together over time, you could put them all together and do a hardcopy book. I call my book of tips – “101 Branding Tips.” I refer to it as my 114 page brochure. (http://www.edroachbrand.com/) it’s unconventional but is always well received. As content marketing suggests, it’s all about valuable information that customers are looking for. It all follows the mantra of give before you get. NEVER use this platform to sell directly. As you write your content, try your best to not write an ad. It’s tempting, but i suggest you resist the urge. Once you first experience the reaction to authoring content, it’s value will be apparent. 

Simple Local SEO Tactics to Improve a Search Presence

Local Search Presence

Local businesses are sometimes hesitant to get involved with SEO.  This may be because they have found success with the marketing that they are used to and are comfortable with- like local advertising, direct mail, promotions, etc. but more often than not it’s because they have limited resources and aren’t willing to take on the additional investment.  However, this means that local businesses are really missing out on a huge opportunity to generate more sales and leads since a large percentage of online searches are for products or services that can be found at the local level.  It really doesn’t require loads of time to get a local SEO campaign up and running.  Even just a half an hour a day can make a really big difference.

Here are 4 simple ways to improve your local search presence:

Add local keywords to the site

Think about how people search for a local business.  They will search using the name of the city, town, neighborhood, etc. as a part of the keyword; “Boston dentist”, “Boston MA dentist”, “dentist in Boston MA”, etc.  In order to appear in the search results for these keywords, they will need to be implemented throughout the site- which means that your location needs to appear more frequently than just on the “contact us” page.  Incorporate the location of the business into the title tags for each page as applicable.  So instead of the title of the page being “Pediatric Dental Services” it should be “Boston Pediatric Dental Services”.

Verify local search engine listings

The three major search engines (Google, Yahoo!, and Bing) each have a local search component and allow local businesses to create a profile.  Once the listing has been claimed and verified by the site owner by phone or entering a pin code received in the mail, the business owner can add and update all relevant information including a link back to their homepage.  Getting a local listing verified and completing the profile can improve the odds that it will appear prominently for related local search terms.

Submit to other local profiles

Beyond the search engine local listings, there are plenty of other local directories that are worth submitting information to.  The majority of them are free and include a link back to your site which can generate traffic and improve an SEO link portfolio.  Local listings can also help from a branded search perspective.  If someone searches for your brand and you have many local listings, they will all appear which means that the primary brand messaging that is found in search is controlled by you.

Connect with other local businesses

Partnering with other local businesses or sponsoring local events is a great way to generate some quality local links.  Of course, you don’t want to do this just for link building.  It should make sense from a business perspective too.

Ways for Easy Recovery from Google’s Penguin Update

Earlier, it was Panda and now it is Penguin that has kept many Internet marketers on their toes. With the recent update, the search engine giant Google has showcased its weeding spree. This update has restrained several websites to appear on the search engine result pages and have become the reason for the turmoil in the realm of SEO.

The Penguin update by Google is targeted on the keyword spammer, on the link farms and also on the sites that were present just to enhance the back linking numbers. Not all the sites are influenced by the update but the ones who choose bad linking practices. Although, Google has stated that these updates didn’t affect the change in the website rankings, several high ranking websites have lost their top positions since the update was launched.

If you are also one of many webmasters who have been affected by Google then here are few ways that will help you to safeguard in the times of algorithm updates.

Perform a real investigation: The SEO experts must thoroughly examine their ongoing web strategy, analyze the traffic sources and monitor areas of opportunity that are not used to their complete potential, for instance social or affiliate marketing.

Envision the trend: Although, no internet marketing professionals can predict what changes will affect their strategies. However, the SEO companies must pay great attention to the trends and hot topics, as this is desired to get an idea of the direction.

Wise work: SEO services must incorporate a good mix of every important element. The web marketing strategies should pay heed on building authority and focussing on the user experience. Besides, other continuous and important task is maintaining the technical aspects of the site.

Understand user behavior: It is desired that you should make use of available data to get exposed to the facts that how and why people make use of the site and how you must captivate their interests and to perform the desired actions. It is desirable to incorporate obvious sources and tasks that are ignored earlier, such as analytics, Sitemaps, your robots.txt file and many other things.

Always inculcate variety: Practicing variety will save you from algorithm changes. SEO professionals should not relax when traffic is up from one source rather must build other channels.

Besides, social media strategy should be designed in a way that it acts as a good source of visitors. Generating traffic through social media takes time and many trials and errors are also involved. Social media sites such as Facebook, Twitter and Pinterest are the best to earn a substantial number of visitors to the site. In fact, several search engine algorithms have started to take into account impressive social media presence.

Every webmaster must instill the facts in their minds that search engine optimization rules are dynamic in nature. Hence, a webmaster who would just focus on a single traffic source for with the aim to rule the search engine ranking would definitely fall flat on face. The professional must keep in mind that the changes will take place and must have a plan in place to lessen the fallout when it happens.

Pertinent Content and Popular Keywords

As a small business owner or CEO trying to broaden your internet target and get noticed, I’m sure you’re aware of the significance of new, fresh, recurring content on your site of all kinds. When it comes to written material on page copy or blogs and articles, you need to have the ability to write well, inform and entertain, that’s obvious. That’s for your followers. But if you can’t write as well for Google and the other search engines to maximize your material for Search Engine Marketing, you are the proverbial tree in the forest that falls when no one else is around. This post offers a frequently talked about yet misconstrued technique to help you make your content relevant and explode your SEO online.

Keywords and Google

Maybe you’ve heard of Google Adwords, Google’s main pay for placement tool on their mother of all search engine returns. You may have run a campaign or I bet you’ve at least been solicited by Google Adwords “professionals” to run your campaigns for you to help you pay less per click, otherwise known as PPC.

Well, Google provides a free tool to help you select keywords and phrases depending upon how much they are searched each month and how much opposition there is from other marketers. It’s called the Google Adwords Keyword Tool and while it is created for advertisers, it exposes plenty of clues about search engine optimizing your written content (or video tags) for your page copy and blogs. Unlike what many believe, you do not have to have an Adwords account to make use of this tool, and here is the link, so save this: https://adwords.google.com/select/KeywordToolExternal link so you can use the tool later. If you need help with the tool, my instructional video to see exactly how to use Google’s Keyword Tool.

Uncomfortable Behaviors

When I write I like to write for the readers. I’ve seen too much content composed for search engine optimization that really stinks to the point of being unintelligible, stuffing keywords into sentences. It’s awkward to write like this for me, and perhaps for you, because it just feels odd and you can end up with an article or blog that seems bogus. Here are a few ideas for getting adjusted to it:

  1. Utilize the Adwords Tool first and come up with 3-5 keyword (phrases) for your site, using high-traffic, low-competition keywords where possible. Keep them on a list in front of you.
  2. Lay out your paragraph or article in consideration of the phrases you selected for SEO. It might give a different slant than you first had or take you down a different path that you know interests the people out there.
  3. Write your article dropping in the key phrases on your list where they click. Add a check mark every time you use a keyword, and you can use variations of a keyword to not sound too repetitive (spot gold, spot gold prices, spot gold pricing, gold prices).
  4. Re-read for balance and content flow, and edit where necessary.

That’s it! Get used to that process and it will get easier and easier.

Resource:

Watch my instructional video to see exactly how to use Google’s Keyword Tool.

The Power of Internet Marketing and Search Engine Optimization

If you have been closely observing the development in marketing in the corporate world, then you have probably noticed that most companies are now venturing to online transactions. Internet marketing and Search Engine Optimization (SEO) have been transforming online businesses into profitable enterprises. Modern buyers are now depending on the power of the internet when looking for anything that they can think of. True enough, a business almost does not exist in the eyes of a digital consumer when it cannot be found online.

But how exactly does Internet marketing combined with SEO techniques become effective and successful?

Internet marketing may sound straightforward basically because it applies the same strategies as those of traditional marketing. The only difference is that while conventional advertising involves the TV, radio and print, Internet marketing is applied online.

This type of marketing may require a business owner to solicit the services of an experienced marketer since the technicalities behind it can be very daunting but good percentage of income is often highly guaranteed. Budget-wise, internet marketing is proven to be a very cost-effective way through which you can rake in a huge amount of profit. When compared to print advertising, this is a cheaper and more flexible way to bring in the required traffic. Also, if tapped effectively, it is capable of expanding your market in ways you can never imagine. Your business can break geographical barriers since it can be virtually reached from any corner of the world by any potential customer with access to the internet.

In addition, internet marketing efficiently allows you to mint money on a continuous basis. The fact that your exposure on the web stays for longer periods of time is enough proof that you will never run out of prospective clients.

In a nutshell, Internet marketing is a business promotion approach done purely over the web. It may often be as simple as having a company website or online shop. But if we are to analyze deeply, relying on internet marketing alone may not do the trick. And this is where Search Engine Optimization comes in.

Search engines are known to be the traffic and sales generators online. It is where all potential customers will put their queries on when they need or want something. A mere website cannot appear on the search engine results pages if it is not optimized well. Therefore, one would need to consider Search Engine Optimization. While Internet marketing takes care of the website functionality, design, advertisements and visitor interaction, search engine optimization handles lead generation.

SEO is proven to be quite helpful and effective in increasing traffic to your site, which translates to a higher ranking. Higher site ranking consequently gives more income opportunities. Understand very well that when people are looking for information, they often resort to the first ten pages of search engine results such as in Google. And using proper Google SEO guarantees you a place at least in the first three.

Clearly, one cannot just have a website that would not invite potential customers into a business. Internet marketing along with proper execution of SEO plans should be applied to any business if online success is to be achieved. Before you can have money flowing into your bank accounts, you need to know how to attract customers to your site. You do not want just anyone from the street to come to you ? What you would want is a prospective buyer.

Pay Per Click (PPC)-Why You Should Care?

If you aren’t actively marketing for local search prospects, you are missing out big time.

With close to 300 million searches per day, there is no denying that people use search engines. But do they use them when looking for local products and services?

There is an abundance of public data suggesting that as high as 80% of potential prospects turn to the internet first when looking for a local product or service.

The yellow pages are a thing of the past. The new yellow pages are local internet directories and a new medium called Pay Per Click advertising. If you don’t believe me ask yourself when was the last time you picked up your local yellow pages to find a vendor or to do research.

I know it, Google knows it (the majority of their stock price is a reflection of their anticipated growth from advertising) and if you resist it, there is a good chance your business may a thing of the past too. Microsoft knows it too, for this very reason; Microsoft is attempting to purchase Yahoo.

WHY USE PAY PER CLICK (PPC)

There are many reasons why, as a small business owner, you should consider allocating part of your marketing budget to local search marketing strategies, here are just a few:

  1. Highly Targeted-Unlike direct marketing and other forms of advertising your ad will only be served (appear) when a prospect is actively searching for your type of business (typed into your pre-selected “keywords”)
  2. Tracking-there is an old marketing adage that says “I know I am wasting 50% of my marketing budget, but I don’t know which half”. You can’t improve what you can’t measure and Pay Per Click advertising is very easy to measure. With search engine marketing (SEM), you are able to track every aspect of your campaign-keywords, Ad groups, Ads ect. All four major search engines, Google, Yahoo, MSN, ASK provide a piece of script that you can put on your websites that give you very important visitor information (that will be covered in an upcoming article), all available in report form.
  3. Testing-You can quickly and easily run A/B testing for both Ads (to drive leads) and different landing pages (to convert prospects).
  4. Performance based-It is the only advertising available that you only get charged if a prospect actually takes action (clicks on your ad). This actually is a second form of qualifying. The prospect not only is actively searching for your type of business, but actually liked your ad enough to click on it.

HOW IT WORKS

  1. Choose your search engine to advertise on. Google, Yahoo, MSN and ASK.com account for 90% of all searches. Each search engine has different demographics for their typical users, so do some research.
  2. Choose your keywords and key search phrases. In other words, when do you want your ad to appear? For example: if you were to look for an accountant in your area, what would be your search phrase? “Las Vegas accountant”, “cpa in las vegas”, “irs audit cpa las vegas”.
  3. Choose a monthly Pay Per Click (PPC) budget. Many of the pay per click search engines allow you to manage budgets based on a set dollar amount or by daily or monthly limitations. Choose the PPC budget management tool which best suits your needs.

A word of caution before you run off and start pouring money into your PPC campaigns. Though, there is no denying that, when executed correctly, PPC can be a leading sales driver and profit builder, it can also drain your marketing budget if you aren’t careful.

Read and study as much as you can about Pay Per click and how it works. I would also recommend you start out small and learn what works and what doesn’t and then scale up your budget when you begin to get the hang of it. Be prepared though, Yahoo! anticipates the average advertiser spends nearly 17 hours per month managing their accounts. And that’s just Yahoo!. Add to that Google, MSN and Ask.com and it can quickly become a full time job.

If you believe that Pay Per Click can benefit your company but you don’t have the time, energy or desire to tackle this project on your own, there are many companies that will manage your search campaigns for you- my company being one of them. For more information on how to attract more clients using Pay Per Click (PPC) go to www.stickymarketingsystems.com

Ten Website Conversion Tips

From my work, I notice a lot of businesses think that throwing money at advertising is what they need to get more customers. Sure it’ll help, but why waste your money when you can convert more leads for less cash? Out of the research I’ve done and my own experience, here are a few checkpoints that I work through to increase website conversion:

1. Be clear about what you do

If visitors don’t see your site as being relevant to them – they can leave in 3 seconds. So make sure you’re clear about what you do. Use strong headings in your content, add relevant photos and make use of dot points to cut through the clutter. A good copywriter can help achieve this through brevity. This will help keep visitors on your site, but only if you…

2. Receive Targeted Traffic

You have to be attracting the right sort of person to your site. For example, if you’re selling web hosting, you need to think about the sort of customer you want to attract. Where will you advertise? How is the performance of different keywords in your PPC campaigns? Is your ad copy over-promising? Make sure all of this is congruent with the sort of customer you’d like to attract and you’ll increase your conversion rate dramatically.

3. Direct Traffic to the Right Landing Page

So many businesses direct their ads and search marketing efforts at their homepage. If you have a lot of information and pages on your site, this can be really detrimental to conversion. Research shows, that if someone cannot find what they’re looking for on your site within 3 page views, you’ve lost them. Also, if you’re running AdWords on your site, a specialized landing page optimized for certain keywords will help you pay less. [Read more…]

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