Tag Archives: web content strategy

Make Your Website Sell: Offer Closing

Make Your Website Sell

Just a quick note…

The special offing on this coaching workshop is closing soon, Make Your Website Sell – Writepreneur:

“What makes a website sell? 

From speaking with my writing students, I know that it’s a challenge for writers to create websites which sell. Your websites should be money magnets for you.

If they’re not, you need a process which ensures that every site does exactly what you want it to do. Moreover, you should know how to create sites FAST.

Once you know how it’s done, you’ll be able to create a website in less than 60 minutes, AND have that website make money for you the same day.”

Of course, the workshop isn’t just for writers.

Discover how you can create a website which sells in under 60 minutes.

Web Content Strategies: Monetize Your Mobile Website

Mobile websites

I’ve been working on a couple of client websites, creating mobile content strategies.

While most of my clients are well aware that they need to optimize for mobile devices, few are taking it to the next level: deliberately monetizing their mobile traffic.

If you’re just getting started with a mobile website, this article, Mobile – Nine Tips for Building a Solid Mobile Website : MarketingProfs Article will help. It suggests that you:

Monetize intelligently

When you create a good mobile website, your mobile traffic is sure to surge. Have a plan ready for monetizing your mobile traffic.

If you rely on advertising revenue, note that your desktop banner ads will be too big for your mobile website. Sign up for a mobile ad network like IntoMobile or Google AdSense for Content to display ads according to the mobile visitor’s choice.”

PLAN for monetization, as you plan your mobile site.

If you’ve already commissioned a designer, put that on hold, until you do some thinking about your customers.

For example, if you’re running an online store, could you create some “mobile only” special offerings? These would be very easy to promote on social media. Make it easy for your customers to buy, too. You never know, you could end up with a new revenue stream.

On the other hand, if your website strategy involves bookings, consider how you can make that easy for your mobile visitors.

Tip: don’t get too heavily invested in a strategy until you do some testing. You can’t know until you know, and only hard data will show you that the best way to monetize your mobile website.

Keywords, And More Keywords: Google’s Fun, Free Keyword Tools

Web content is all about the words — keywords. The search engines index them or they don’t… If they don’t, you’re in big trouble.

If you’re not sure where to get started with keywords, let’s look at some free tools.

Google’s Keyword Tool

Google Keywords Tool

Google’s venerable AdWords tool is a great place to start.

Tip: if you have an account, make sure you log in; it saves you bothering with the captcha, and has some excellent utilities.

Google Trends Timeline

Google Trends

See what people searched for over time — “hot trends” is very useful, this shows you the most popular search terms over 24 hours. Currently, “Felix Baumgartner” is the top search, with over a million searches.

Yes, Baumgartner’s a daredevil, and a very brave man. He’s also a marketing opportunity, as this article points out:

But while the stunt is a rallying cry for science, it’s also proved to be a huge marketing opportunity – and not just for the expensive watch strapped to Baumgartner’s wrist.

Energy drink Red Bull has sponsored the entire event, from Baumgartner’s training all the way through the skydive itself – complete with branding on the parachute.

Tip: there’s a BIG lesson for you in this. If you can tie your content to a hot trend, you’ll get lots of traffic. Be careful with this strategy. It works, and it’s powerful, but it can also lead to a lot of useless traffic if you’re not careful.

Google Suggest

To use Suggest, just go to Google, and start typing. Google offers you ideas of what you may want, depending on what you’ve typed.

Google Suggest

You can use suggest in various ways.

Tip: choose a keyword, and then work your way through the alphabet for your next word.

For example, if your chosen keyword is “keyword”, type “keyword a…” etc.

So there you have three of Google’s free and fun keyword tools. There are more; these will get you started.

Web Content: Links, and Links Which Convert

Links

I wrote this article three years ago, Marketing Power: Grow Your Website With Great Web Content | Angela Booth’s Creativity Factory, and said:

“Each link you get is valuable. Consider that any backlink is worth at least $25 a month to you, and much more if the link comes from a high-ranking site. Placing a monetary value on links gives you a way to evaluate the results you’re getting from your content development.”

That’s still true; however, Google’s becoming more fussy with the weight it gives to links since the Penguin update.

It’s time to stop focusing on “links” per se, and focus on links which convert to sales… and, oddly enough, on outbound links.

From my experience working with clients, getting links which convert is easier, than focusing on just getting links for traffic. With Google hovering, it’s less dangerous too.

Links which convert

What do we mean by “links which convert”? In a nutshell, links which make sales for you: links which stem from a relationship you have with a company.

For example, let’s say you’re a marketing company. You’ll link to your clients, on your portfolio and case study pages, and wherever else is appropriate. With any luck, you’ve asked a client to link to you too, at the start of your relationship.

These kinds of links are a testimonial. They’re legitimate. However, don’t go back through your client lists and ask for links now; getting a flood of links suddenly won’t look natural to the search engines. But do consider getting these simple “converting” links going forward.

There are other ways to get “converting” links. Consider links from:

* Any companies with which you have a relationship, such as your suppliers;

* Companies in your local area. You can do this subtly. Create an events page on your website, to promote local activities. Sponsor an event or three. You’ll get links.

Subtly is the key. If you’re thinking that maybe old-school (gimme a link, any link) SEO is dead, you may well be right. As we’ve said, focus on conversions, rather than traffic.

Don’t be afraid to link out

From Aaron Wall’s interview with Brett Tabke:

While the outbound linking was directly from previously mentioned 26 Steps article. I took alot of heat in “26 Steps to 15k a Day” for recommending that people link out to other sites. The theory then was that clearly SE’s were going to look at outbound links to determine a sites theme. There are alot of metrics that outbound linking can be used as a quality (or lack their of) signal for search algos.

If you’ve been hesitant to link out, get over it. You can and should link out. Yes, it feels counter-intuitive. However, it builds relationships, and relationships are a huge part of new-style SEO — which is just plain old marketing.

Links will always be important. These days however, links which convert are much more valuable to you than any links which purely send you traffic.

Image credit

How to Rule: Start With Content and Use Social Media

Riesling

Here’s a wonderful story about a wine company, Pacific Rim, which used content and social media to build its business.

Here’s how they did it. This article, Using Social Media to Promote an Underdog Wine – NYTimes.com, reports:

“The campaign started with a Web site, rieslingrules.com, that is intended to create conversations and build customer engagement around the brand. Their first step was to create content that would educate and inform consumers and the trade industry about riesling wines. ‘If we are going to be the leading voice in the riesling category, then we have to be the resource on rieslings,’ Mr. Bavaresco said.”

The company’s ebook, “Riesling Rules Book,” has been downloaded 65,000 times, educating consumers about rieslings. They also created a Facebook fan page, with a giveaway for fans who clicked the “Like” button.

The article reports that the company invested around $10,000 in social media to get established in the riesling niche. In 2012, the company’s selling 200K cases of wine a year, and Pacific Rim rieslings are sold in all 50 US states.

Will the content/ social media strategy work for your business?

That depends.

Who’s your audience? Pacific Rim targets older millenials, aged 26 to 34, who are experimenting with wine, and are open to trying new-to-them brands.

This group is active on social media, which is obviously a requirement if for the content/ social media strategy.

Wine is also something people like to talk about, in addition to drinking. There’s a cachet to being seen to be knowledgeable about wine. The “knowledgeable” aspect is key. Pacific Rim educated its customers with the ebook, creating instant wine aficionados.

This strategy will work for you if your target market wants information related to your business, is active on social media, and wants to talk about your business.

Your Website: Aplply The Three-Month Rule

Harvest
Everything takes time: you can’t harvest before you plant the seeds…

Everyone’s the same; we all want instant results from working with our websites. It won’t happen. Years ago, I someone gave me great advice which applies in just about any situation in life.

I wrote about it here:

“It takes three months. Everything takes three months.”

The Three Month Rule applies when working with your website.

As this article, 9 Lessons from 1,000 SEO Questions | SEOmoz, reports when talking about SEO:

“It’s good to know the basics (and there are some best practices), but you have to learn to roll with the punches. Even something as ‘simple’ as de-indexing a few dozen pages rarely goes as planned, and can take weeks or months. Measure, evaluate, and adapt. If one tag or tactic isn’t working, consider your options.”

It pays to be patient. When I create Web content for clients, I encourage them to take a long view, by creating Web content campaigns, with targets, tracking and measurements.

When you create new webpages, and traffic flows to them, assess whether it’s the traffic you want, and whether you’re achieving conversions. What search queries are people using to get to those pages?

New website? The Three Month Rule applies

If your new website just went live, estimate that it will take three months to start getting the results you want.

You need need the three months to get your paid search campaigns working, and to start seeing results from “organic” search.

Regarding getting results from organic search, that’s no longer as easy and straightforward as it used to be.

As Aaron Wall says:

The web is becoming more & more like the physical world (and is merging with it). For a long time search & online was largely a meritocracy, where the best person could easily win even if they came from the most humble beginnings.

These days, it takes a lot to get attention on the Web. Expect that it will take at least three months to get some results.

Established site: The Three Month Rule applies

Whenever you change something on your website, or start working intensively with it, expect it to take three months to see results. Set targets, work towards those targets, and don’t start chopping and changing because you’re not getting instant results.

Instant only applies to coffee. Bad coffee, at that. Everything good takes time.

The Three Month Rule applies to almost everything. Keep it in mind.

Web Content Mania: Track Your Content and Make It Work for You

Writer

Every website needs content, no argument. Many businesses are aware of this, so content pours onto the Web in an ever-increasing stream.

Here’s why. Back in 2009, in this article, Marketing Power: Grow Your Website With Great Web Content | Angela Booth’s Creativity Factory, I said:

“Adding content to your website is one of the cheapest and most effective ways to promote your business. The more content your site contains, the more visitors you will get.”

That was then. This is now. Google uncaged Panda, then Penguin… Heaven help us all when Google unleashes Hawke, or Gorilla, or whichever zoological update is next.

Nowadays there’s SO MUCH content on the Web that generic content has little chance of getting attention.

I love my Web content clients, all of them: they believe that “content is king”.

That’s true, but only when it supports YOUR marketing goals. Gratuitous content is just a waste of time and energy, not to mention money.

Here’s how a conversation with a Web content client often goes:

Client: “I need ten articles on _______ (whatever.)”

Me: “Sure, love to do it. What’s your target market? What response do you want?”

Client: “I want to get traffic.”

Me: “Let’s look at what you’re currently doing, so that your content can support your marketing goals.”

Content for content’s sake is dead. It was always (after 2004) a waste of time. You need a reason to create content, and you need to track that content, so that you know what you have.

Track your content

I have lots of sites and blogs. Here’s my blog for freelance writers, for example. Sadly, I’ve never paid much attention to tracking my content. My bad, so don’t do what I did — I’m changing my ways.

I started my blog for freelance writers way back in 2006. The Web was different in those days. You could still do well with the judicious use of keywords. In 2012, and going forward, you need more than keywords.

I’m tracking my content so that I can update it, and also so that I can repurpose it, for sites like Amazon. Here’s why: that’s where the buyers are, so you should be there too.

In this interview, Aaron Wall of SEO Book suggested “selling your products on the broad sites Google has promoted (like Amazon and eBay)” if ” if Google becomes a non-opportunity due to their Wal-Martization of the search results”.

You can’t rely on Google. You can however, still rely on content.

In a nutshell: these days, you can’t rely on Google to send you “traffic” because you have content. You need content, yes, but for your customers and business goals, NOT for the search engines. So, create goals before you create content, and then track your content, both so that you know what you have, and so that you can make it work for you.

Article Marketing: 5 Ways to Win the Web Content War

Article marketing is a cost-effective way to promote your business online. However, there are pitfalls. Creating an articles directory on your website worked in 1999, but to achieve results these days you must integrate your articles with the rest of your Web content.

Let’s look at five ways in which you can win the Web content war.

1. Create a Web Content Strategy

Your strategy must have clearly defined goals. Decide what you want to achieve with your articles. Create tracking methods so that you can see the effect your articles are having.

Keywords are part of your strategy. Initially, focus on “long tail” keywords — these will always be phrases — because your primary aim is not to get traffic, it’s to get conversions. Whether you want sales or leads, or simply want to brand your business, in most industries competitive keywords are hard to rank for, so stick with long tail keywords, and build your search engine rankings slowly.

2. Develop a Plan to Promote Your Articles

You’ve created a strategy. You’ve commissioned articles.

Next you’ll need to create a plan to promote your articles. Yes that’s right, if you want traffic and conversions quickly you need to promote the articles which you’re using for promotion.

Therefore, aim is to get as many links to your articles as you can achieve.

Press releases come into play here. They’re an excellent way of getting traffic to your articles, so that your articles can start to work for you.

3. Quality Rules: Ensure That Your Web Content Is Worth Reading

Over the past several years, article marketing has become very popular with canny web marketers. This means that there’s a huge flood of sub-par articles.

Remember that your articles are promoting your business, therefore they’re at least as important as your other business communications. Your articles will be online for many years, and if you have a choice between buying 100 low-quality articles, and five quality articles, go for quality.

4. Remember Sales: Your Articles Are Promotions

A major pitfall in article marketing is to aim for traffic, rather than sales. Traffic to your website means nothing. You need targeted visitors who will take the actions you want them to take, once you reach your site. Ensure that your articles achieve your sales goals.

5. Review Your Article Marketing Strategy Regularly

You’ll see results from your article marketing campaigns quickly. Review your progress regularly, at least once a month. Your efforts will make a difference to your bottom line within three months.