fbpx

Are You Attracting Quality Leads or Meaningless Site Chatter?

social media chatter

social media chatter

When it comes to marketing, the million-dollar question is: “Have we been successful in our campaigns?”
No company wants to pour money into a marketing effort and get nothing in return. It’s common for marketing professionals to track numerous metrics in an effort to gauge the success of their campaigns. Unfortunately, many are monitoring the wrong thing, and that can be dangerous.

What metrics don’t matter?
It doesn’t matter how many people visit your website. Some people might argue with that and try to talk about brand exposure or sales funnels, but think about something. Say you do a massive overhaul of your website. You really focus on optimizing content, creating a clean and attractive layout, and improving your search engine ranking. Your site traffic jumps by a shocking 200 percent! Wow! Congratulations! What does that mean? Nothing.

The jump in traffic is only significant if the number of conversions jumps with it. If you received 10 quality leads per week on your old site and you receive 10 quality leads per week on the new site, your jump in traffic actually means your site is now performing worse. If you were only monitoring your site traffic, however, you might be tempted to say that the overhaul was a huge success. This can be detrimental to your business in the long run.

The same thinking applies to social media followers or even physical bodies in the store. What matters is quality leads and potential conversions. These are the metrics you should be tracking. Site traffic is only important for comparison purposes to see the percentage of visitors who convert.

Finding quality leads
The most important aspect of finding quality leads is developing content that offers value to your ideal customer. You should have a good idea of the type of customer you’re looking to attract. This includes their interests, what matters professionally to them, and what they’re looking for.

Build quality content, which will naturally incorporate keywords and help to answer your visitors’ questions and concerns. More importantly, when visitors find your site, they’ll become interested in what your company has to offer. This will lead to a higher percentage converting. Visitors will come to trust your company as an industry leader who can help them find what they’re looking for.

Focus on building a conversion friendly website. Whether a customer arrives on the web page from a QR code or web address on a direct mail postcard or through a Google search, the site should have a clear sitemap, show obvious value for the customer, and make it easy for them to convert into customers.

Customers don’t like having to hunt around for phone numbers, addresses, or the chance to sign up for products and services, so don’t make them. Prominent, easy-to-use buttons are great additions. Neuromarketing also tells us little tips, such as offering customers choices (even if the choices are meaningless) will improve conversion rates. For example, customers are more likely to sign up for a newsletter that comes with a ‘sign me up now’ button next to a ‘no thanks, I like wasting money’ button, rather than a newsletter with just a sign up button.

There’s no doubt getting chatter on your site is addicting and exciting. Everyone who’s ever built a website knows how enticing it is to watch the number of visitors increase. When it comes to a successful marketing campaign, however, it’s important to remember to measure the right things. Visitor counts don’t matter unless conversion rates also rise. Spend your time attracting quality leads, and watch the important metrics increase for genuine success.

Building a Strong Foundation

building

If you sit down with nearly any preschooler, they can probably tell you the story of the three little pigs. According to the story, there once were three pigs. Each set out to build themselves a home. The first built his home out of straw. He was done very quickly because of the material he chose. The second little pig chose to build his home out of sticks. Building with sticks might have taken the pig a little longer than using straw, but he was still done rather quickly. The third pig, however, built his home out of bricks and mortar. This house took the longest time to build, and the pig was forced to keep working, even when the other pigs were already relaxing and enjoying themselves.

Not long after the three pigs had finished their homes, the big bad wolf came looking for something to eat. He was able to quickly blow over the houses made of sticks and straw, but no matter how hard he tried, he was not able to blow over the house of bricks.

Building a strong foundation

The third little pig didn’t take the easy way out. He saw the other two pigs finishing faster than him and having the time to laugh and play, but when the chips were down, his house was the only one to stand up. The strong foundation made all the difference.

In life, as in business, it’s tempting to take the easy way out; to use the easier material that takes significantly less time. The problem comes when we discover just how quickly a weak foundation can fail us. Those who are looking to grow their businesses must keep this idea in mind.

Growing a business the smart way

There are a variety of ‘tricks’ companies can use to try to grow their businesses quickly. So-called ‘black hat SEO,’ which refers to techniques such as artificial keyword stuffing and using link farms to grow backlinks, may help companies achieve their objective rather quickly. They may rise quickly in the Google search engine ranks and see the number of visitors to their site rise as well. But Google has been cracking down on sites that use artificial SEO. Some companies have found their sites severely penalized, which has deeply hurt their businesses.

In marketing, companies may be tempted to blast every known platform all at once, without taking the time to develop a company message and brand. In these cases, the effects of the campaign typically fall short. A group that tries to go nationwide with a campaign too quickly might find that the effort exhausts their resources, placing the entire company in jeopardy. Starting local and growing as a reputation spreads is the way to achieve success.

Growing a business correctly means taking the time to grow organically. It means working to develop a quality website that is naturally optimized through a quality blog and well-written content. Marketing campaigns and customer reach goals should be built on a firm foundation that leaves room to grow. We can help customers develop marketing plans to appropriately meet new customers.

There’s no easy way to be successful. It requires perseverance and hard work. Like the little pigs discovered, however, there’s also no replacement for doing things right the first time. Instead of looking for shortcuts, invest time in learning about techniques to maximize investments and tools for saving time. We can help. Building a solid business foundation means your company will have something to grow on, rather than a flimsy foundation that can blow over. And that’s irreplaceable

copywriting

About Your Copy

Before we start, let’s get one thing clear. This post is not about the copies we make for you on our copy machines. It’s about the copy (text) that appears on your website and in your promotional materials. No matter what type of business you run, copy affects every part of your business. It’s the cornerstone of your marketing, and it affects the executive team, the HR department, and every aspect of the organization.

How?Computers86489256

To answer that question, let’s first take a look at what copy is and what it is not. Copywriting is the act of producing written text (copy). It’s not the same as “copyright,” which refers to one’s legal right to produce and publish content. Wikipedia explains copywriting as “writing copy (text) for the purpose of advertising or marketing. The copy is meant to persuade someone to buy a product or influence their beliefs.”

That second part is especially important because it’s the key differentiator between success and failure in copywriting. Weak copy will be thrown in the trash, while good copy will move the recipient to the desired action you want them to take. This applies not only to advertising and marketing but to any type of business and even personal communication.

Effective copywriting is sometimes referred to as “a salesman in print.” It can be seen in brochures, billboards, websites, emails, TV and radio ads, catalogs, and many other places where the goal is to move someone to a desired action. That action might be purchasing your product, engaging with your company, or picking up the phone to request more information. In short, copywriting is all about making the recipient move and act.

Copywriting dates all the way back to the nineteenth century, when the newspaper industry was beginning to boom. At that time, copywriting referred to the words written by journalist being copied from their desk into the newspaper. Times may have changed, but copywriting is as crucial now in helping to sell your products as it was then in helping to sell newspapers.

Good copywriting answers the problem of how to get more sales.

Two big buzzwords today are content marketing and inbound marketing. Both essentially refer to copywriting. While effective copywriting is part science and part art, the fact is that anyone can create copy that moves people to act. Well-crafted copywriting doesn’t need to be full of hype or written with bold typefaces and capitalization that beats people over the head.

There are three basic steps you can take to create compelling copy.

1. Know your audience. It should be a given that you know exactly who you’re creating the copy for. The more you know about your target audience, the easier it will be to create powerful copy. A demographic profile can help you not only create your copy but also know who you will be sending that content to. The following are some examples of data you’ll find in a demographic profile:

  • Gender
  • Age
  • Family Status
  • Income
  • Occupation
  • Interests

2. Focus on them, not you. Everyone wants to be the center of attention. This applies in copywriting as well. The focus should be on the recipient, not how great you are. Your copy should answer the question: How will the products and services you offer benefit your customers and make their lives easier? Your copy must be able to answer the #1 question in every recipient’s head: “What’s in it for me?” In terms of copywriting, your product or service is far less important than its ability to fulfill your customers’ needs.

3. Always include a call to action. Always. No matter what marketing medium you use to send and communicate the copy, there should always be a call to action. Never assume that the recipient will know what you want them to do next. Tell them exactly what the next step should be. Should they call, fill out a form, or visit your showroom? Make it crystal clear.

It takes time, skill, practice, and patience to become a master copywriter. For businesses that want to produce effective copy that moves people to act, following these three simple steps can go a long way toward achieving that goal. Communication tools may be expanding and evolving, but one thing will never change: the need for good, effective copywriting. Bad content produced across multiple marketing channels will work just as poorly as it did across one.

Change the words used to communicate your uniqueness and to tell your story, and you will change your business.

Bounce ‘Em Back to Your Site

After all your work hard and marketing efforts enticing prospects to visit your website, it can be frustrating to see high bounce rates. Bounce rate is an Internet marketing term that represents the percentage of visitors who enter your website and bounce — or leave the site — rather than continuing to view other pages within your site or complete a desired action.
Here are a few common website mistakes that are often responsible for driving away potential customers:

    • The basics. An unattractive design, spelling errors, broken links, images that take forever to load, and other annoyances will quickly cause visitors to lose trust and confidence in your business.
    • Poor navigation. If visitors can’t tell where they are, where to click next, or how to get back to your homepage, they will likely just exit.
    • Complicated, lengthy web pages. Instead, provide information that is brief and organized with headlines and sub-headings, bulleted lists, and short paragraphs.
    • Too many distractions. Popup ads, flashing information, and similar devices can easily frustrate or lead visitors away from your site.
    • Dated content. How will visitors know if anything is the latest and greatest information if you don’t take the time to update key areas on your website?
    • Music or sound effects. These are not only annoying, but also embarrassing for visitors viewing your site from a public place. Users will likely close out of your site as quickly as possible.
    • No contact information. While a “contact us” form is helpful, your website should also include your telephone number and physical address. The more contact information you include, the more visitors will be reassured you are legit.
    • Asking too many questions. Requiring too much information from visitors may scare some away. Make it easy for visitors to request additional information by simply asking for their name and basic contact information. Also provide quick turnaround in response to show you respect their time.

Our creative team would love to help you develop outstanding marketing materials to supplement your website. Give us a call today!  We are here to help!

9 useless SEO strategies!

Recently I came across a great article written by William Higareda, a social media consulant and marketer from Seattle WA, it was posted in  BIZNIK, a social media network.   There are many opinions out there regarding SEO, but I thought this might be an interesting one to share with our web customers.  We do offer SEO search and Adwords for our customers and every website we implement Google Analytics that give you rich insights into your website traffic and marketing effectiveness. We also believe in having a social media presence. Social media is not for every business, however, it is a great place to see what the conversation is out there in the market place, what people are saying about your business. We also feel that you are missing out, if you have not at least give Social Media a chance, watch this video, and I promise you your views will change.

Below I re-posted the article from William Higareda, for those who are not on BIZNIK!

9 useless SEO strategies!

by William Higareda
Social Media Consultant & Marketer
Seattle, Washington
As many of you know, or should know. SEO is dead. SEO is obsolete for marketing your businesses in and of itself. Now, the search engines prefer socially driven content. As the internet becomes more of a socially driven entity. The era of SEO is passing away almost as quickly as it was born. These days if you are relying solely on SEO as the principle internet marketing driver to your business, that is like owning a vacuum tube TV and expecting to have a quality HD picture.
For those that have been following SEO over the years, many of you know that the search engines have changed their guidelines many times. With Google being the primary innovator with their advanced algorithms to keep the search results fresh and relevant. Most business owners that attempt to do their own SEO often times are unable to stay up to date with the latest search engine requirements.
There are 9 SEO strategies that are useless in today’s internet. Some of them have recently become obsolete and others have been obsolete for some time now.
    1.    Keyword Stuffing: If you think that stuffing your keyword metatag full of keywords and phrases is going to get you a first page search engine ranking. THINK AGAIN! The search engines caught on to that trick years ago. In fact, the keyword metatag was so over used that the search engines (Google, Bing, and Yahoo) ignore it completely today.
    2.    Search Engine Submissions: If you’ve hired an SEO company and they are charging you for submissions. FIRE THEM IMMEDIATELY! They are ripping you off. The search engines these days have such advanced algorithms that capture fresh content as soon as it goes live. The only thing that you need to submit is an XML sitemap, which provides the search engines with a table of contents to crawl your site.
    3.    Automated Submission Tools: Again, submissions are useless these days. If you’re submitting your site to a bunch of unused search engines hoping build links back to your website, please stop. Google, Yahoo, and Bing consider such techniques to be “spamming”.
    4.    Reciprocal Links: The days of creating a bunch of random links to your website and getting good rankings are over. The search engines caught on to that one too. Sorry. If you own a salon and you link your site to your friend’s site, who owns a hardware store, that doesn’t count. If you do link, you must link to someone who has relevant content and preferably a site that has a well established blog and social media presence.
    5.    Article press releases: Writing a bunch of articles and publishing them on a bunch of different sites is a recently bygone strategy. Like keyword stuffing, this too was abused to the point that search engines devalued excessive article publishing. If you want to write articles, it is best to establish your own business blog.
    6.    Blog commenting with your URL: It doesn’t work any more. So stop it! Besides the fact, that it annoys bloggers and people enjoying a good thread, Google has devalued forum links (unless the comment is relevant). They even consider it “spamming” these days.
    7.    Duplicate content: The days of copy/pasting content to improve rankings are over too, my friend. Sorry. The search engines caught on to this tactic too. Google penalizes websites for duplicate content, even re-worded content. BE ORIGINAL!
    8.    Improving pagerank: In case you didn’t know, Google had removed “pagerank” from their webmaster guidelines some time ago. As the internet became more socially driven, pagerank had become less relevant to websites as a metric.
    9.    Footer linking: Again, the search engines caught onto this one and ignore it. It looks too much like spam. Google and Yahoo have devauled footer links altogether. Footer links can also devalue some of the quality, relevant links that you have on your site.
Avoid these 9 things and your SEO will improve, but whether or not your rankings improve is another story. To improve rankings it is imperitive that you move your business into the Social Media sphere.