A change management consultant asked me this question recently: How do I grow my consulting business. Whether you are an expert in that topic or you consult around another area of expertise, the answer and tactics are pretty much the same.
Here’s the answer I gave him. (You can substitute your consulting business for his in my answer and it will be equally relevant.)
Answer: The best way is to become the pre-eminent expert in your field on the web and attract people who are seeking change management expertise.
Here’s how to do that:
1) Figure out the top 100 questions anyone buying change management services might ask and answer them comprehensively on a blog over the next 6-12 months.
2) Provide a glossary of terms on the blog around change management terms. Use common and esoteric terms, as many as makes sense.
3) Establish a layman’s guide to change management and publish it in an ebook. 10 to 30 pages will do. Make it the best intro to guide you can. The offer it for free in return for a sign up to your mailing list.
4) Send our great content on the list about case studies, new trends, how-tos, and other questions answered about the topic (you can use your blog material)
5) Offer a Q&A submission form and answer any questions within one business day to someone who might have ask about the topic. Answer directly (this is a nice lead) and reuse the answers on your blog and in your newsletter to generate more leads.
6) Follow the core community of change management experts on social media, contribute to the conversation and publish some of your material on linkedin and tweet almost all of it on Twitter as it is produced. You can use hootsuite for this
7) Hire an Search Engine Optimization company to work with your site to get it ranked for change management. Your amazing content will be a key tool in making this happen.
8) Get help is designing your email marketing funnel and be sure to use a tool like http://cwd.link/infusionsoft to drive it. This will help you identify opportunities among your subscribers.
If you poke around the web you’ll notice that there is not a lot of stiff competition on change management. With a bit of time, money and effort it won’t take long to dominate search engine results and social media. Then let the business come to you.
BTW, you might also want to write a piece or FAQ (frequently asked questions) on “how to hire a change management consultant” and post it on LinkedIn, Facebook, Twitter and of course your own site.
Drop me an email if you think we can help you with your business at firstname.lastname@example.org or if you’d like a copy of our free 60-page Digital Marketing Secrets Revealed ebook, get it here.
Here’s a quick tutorial that will walk you through how to do on-page SEO yourself. It will tell you where you need to place your seo keyword phrase to optimize your web pages for best results with search engines. If you want the full information and process, order our free 60-page book, called: Digital Marketing Secrets Revealed, at the bottom of this page.
How to do your own on page optimization
1. META and TITLE tag:
There are a series of tags in the header of each page – between the tags that contain information that describes the content on the page. The two tags you should focus on are the <TITLE> tag and the META DESCRIPTION tag.
The TITLE tag contains the words that show up at the top of your visitors web browser. They are also an indicator of page content. In other words, this is what people see when they pull up a description of your site. So, it’s a good idea to use language that’s enticing along with placing your keyword phrase here. Your page’s keywords should go in here.
They should also be the first words in the META DESCRIPTION, followed by no more than 160 characters. (Google doesn’t pay attention to anything past 160). You will find the tital tag and meta description tag on the back end of your WordPress site below the text box.
The META DESCRIPTION tag also describes the pages content and is used as a summary preview when the page is index by Google. Here’s what the title and meta tag would look like on the back end of this article.
Title Tag Example:<title>How to do your own seo</title>
META Description Tag Example<meta name="description" content="How to do your own seo? This quick-read article will give you the basics on seo.CLICK HERE." /> *Quick tip: Put the words “CLICK HERE” at the end of all your meta descriptions. It’s a call to action that emphasizes the web searcher click on the link and go to your site.
2. URL tag:
Make sure your keywords are in your URL or web page name. Keywords in a URL are a great indicator of the page’s content so Google will use this as a key indictor on ranking the page. On the back of your WordPress site you can edit your url by clicking on the edit button beside the permalink under the page or post title. See image below for placement. As you’ll see, the title of the post and URL have the same keyword phrase.
3. <H1> and <H2> tags:
Your seo keywords should appear at least in one set of the headline tags on your page using the <h1></h1> tags. Be sure to use <h2></h2> or <h3></h3> subheads through the article too and sprinkle related keywords in these. If you don’t know much about web code putting a phrase in h2 tags is easy.
And so you are clear what h2 tags do, if you look at the bold headlines in this article, for example where it says “how to do SEO yourself” above, that’s an h2 headline. You can size headlines easily and here’s how:
When you are in WordPress writing an article, flip over to text mode by clicking the “Text” tab at the corner of your text box (beside where it says” Visual” – top right of the screen). Then, locate the phrase you want to bold. Put the h2 tag code around it. That looks like this: <h2>How to do your own SEO</h2>
4. Image ALT tag:
Using one image for each page or post is essential for seo best results. Search engines look at the “ALT” tag description of the image. Your keyword phrase should be placed in the alternative tag box. This is what the back end of the image looks like on this post.
5. Body text:
Your keywords should appear three to four times through out the body text on a page. Feel free to use synonyms. Use this Keyword Density tool to ensure the density of your keywords is done. If you put too many keyword phrases in your text, the Google algorithm will penalize you. This practice is called keyword stuffing. A lot of seo’ers tried to trick the system, but Google’s been adapted to deal with this.
As you can see, it’s fairly easy to learn seo yourself. If you have any questions give us a call or order the book, which includes up to 30 minutes of free coaching.
If you’d like to learn more about SEO, order our 60-page ebook: Digital Marketing Secrets Revealed. Its free! To get your copy of the book now, click here:
Once you get set up on an email marketing platform, the first thing to do is to ensure you hook it up to the lead capture forms on your web site. That way, when a site visitor signs up on your site their contact information goes directly into your email marketing system and database of contacts.
What do you do with that contact information? Get in touch with them as soon as possible. Do not let your contacts sit there for a long time while you figure out what to do next.
When a contact signs up on a form on your web site, you immediately know they are interested in your brand and what you have to offer. It won’t take long before that excitement dies and they forget. So, get in touch with them immediately. If you use a system like Infusionsoft this can be automated.
The other important thing you need to do before you start sending emails is understand anti-spam laws.
An email funnel is a strategically planned sequence of emails that is intended to produce a specific outcome. An effective one takes contacts on a journey and primes them to take a specific action. There are two popular email funnel formats, for two customer segments. They are:
1. New Contact Funnel – for people new to your brand
2. Existing Customer Funnel (sometimes called a “nurture funnel”) – a “stay-in-touch” funnel that keeps you top of mind
Here is the basic premise of a New Contact Funnel:
A contact enters the funnel -> receives a number of emails with giveaways (useful content, etc) on a regular basis -> is asked to make a purchase
Here is the basic premise of an Existing Customer Funnel:
A contact that has already purchased enters the funnel -> receives a sequence of emails with giveaways on a regular basis that prime them to continue to purchase -> makes another purchase -> continues to receive emails….
The two funnels should be connected, so that anytime a lead makes a purchase they go into the existing customer funnel. This way, they will be nurtured to continue to buy and/or or engage with your brand.
A Materials Handling example of how to use email effectively:
Case study: A dealer of warehouse racking has a list of contacts comprised of warehouse managers in their sales district. They want to use email to boost sales. Here’s what they should do:
Step 1: Generate great content for warehouse managers that helps them understand racking and optimize their warehouse for efficiency, spacing saving and productivity about. Content could be in the form or: Articles, white papers, links to videos, infographics etc.
Step 2: Give away the great content for free on email each week.
Step 3: Approx. 10-15% of the time offer them a deal on rack. This could be a limited time racking special. It’s important to note: You want to send them great free stuff regularly first so they enjoy your emails and trust your brand.
Step 4: Once you’ve offered your contact to buy a product, contacts that do purchase should go into the existing nurture campaign where you continue to give them great stuff and upsell them once and a while on new products. If they bought from you once, chances are, they will buy from you again.
For B2B companies with largest services and products, you’ll want to use the same strategy. However, for you, it’s more about brand awareness. Create yourself as an experts resource, so you stand out in your industry.
For more information on email marketing and other digital tactics, order this free 60-page book:
Many companies don’t yet understand how impactful email marketing can be as a method of growing their business. The marketing budget for email is minimal and many businesses use inexpensive platforms such as Mailchimp, Constant Contact and iContact, to send mass emails.
While these platforms are less money and do offer some ability to track emails sent, they are not at all comprehensive. The services they provide are somewhat limiting.
Companies who are serious about using email marketing to generate sales should invest in an email marketing platform such as Infusionsoft. It is one of the top email marketing platforms currently on the market. There is also Ontraport, Marketo, and several others. At CWD, we use Infusionsoft, so we will briefly highlight its benefits.
Purchasing an email marketing platform
What is Infusionsoft?
Infusionsoft is a comprehensive email marketing platform that’s hosted by the company Infusionsoft. To purchase Infusionsoft the initial investment is $1,000 to $2,000 for setup. There is also a monthly hosting fee of $300 to $500 per month. (Price is based on number of email addresses you’ll be sending to and features used.)
It offers more features than most basic email marketing platforms. Here are some of its advantages:
Email automation. You can set up large networks of automated email systems. Infusionsoft allows you to easily see what emails are being sent and when. Each email you create is mapped out on a grid, which provides a visualization of the system you design.
Web forms and landing pages. You can build web forms and landing pages in Infusionsoft. You can hook them up to email or you can use the url to post the form or page online (on social media, for example). When you build web forms the information that a contact enters into the form can be set up to populate under that contact’s record in the Infusionsoft database.
Lead score system. Infusionsoft allows you to track your hot leads. Based on information such as open rates and number of links clicked or actions taken, the system will rate the engagement levels of your contacts. You can set it up so you receive an alert when a contact is ready to buy. Or, you can nurture contacts that are losing interest, or have gone cold.
Keep your contact list organized. You can upload all your contacts into your Infusionsoft database and categorize them appropriately. You can apply tags, which are labels, to contacts based on their characteristics and behaviors.
Build emails. You can build your emails inside Infusionsoft. It’s very easy to create emails and upload pictures, email headers and footers. You can add links to your emails or upload attachments. It’s all very user-friendly.
Track engagement levels. There is an entire section with conversion reports that you can review on a regular basis. It provides you valuable information such as how many people are opening your emails, how many of them are clicking on links in those emails, and how they get into your system.
Customer support. Infusionsoft has live support staff that can help you with your campaigns and teach you how to use thesystem’s features.
Templates: Infusionsoft offers a marketplace that includes a gallery of email campaigns. Based on the emails you’d like to send, you can upload a template directly into your system and then personalize it. This makes it very easy to set up email marketing funnels if you are not yet an expert.
At Cyberwalker Digital we provide free tutorials to anyone interested in learning more about Infusionsoft. If that’s you, visit http://cyberwalker.com/infusionsoft-inquiry to learn more. You can also visit http://cwd.link/infusionsoft to see a tour of the product.
On-page optimization is the process by which you edit the content and the source (programming) code of a web page to ensure that a search engine identifies the page with the keywords that you want the page to represent.
When done successfully, on-page optimization will position a page on the front page of a search engine for the keywords optimized for.
It’s not necessarily a difficult process, but it does take a great deal of time. Especially, if there are multiple pages of content that require optimization. And, the more pages you optimize, the more you increase your chances of those pages landing in the top ranks on search engines.
On-page optimization requires some basic knowledge of HTML, which is the technical programming language that makes web pages work. However, you don’t have to be a web guru to learn it. If your site runs on a content management system like WordPress, then your knowledge of HTML can be nominal.
This article will show you how to optimize your materials handling website for search engines. It will also show you examples of how an article on RaymondHandling.com was SEO’d.
How to optimize your materials handling website for search engines:
There are six areas on a web page that can be enhanced and embedded with keywords to optimize that page. They are:
#1:H1 tags: One of the most important places on a page that needs to be optimized with the keywords or the keyword phrase you have selected is the H1 tags. H1 tags are reserved for the biggest and most important headline on a page. Any given page should only have one set of H1 tags. These tags should be wrapped around the headline, which heads the content on a page.
When you write your headline there are important things to keep in mind:
1) The phrase you are optimizing for should appear as far to the left of the headline as possible. Said another way, the keyword phrase should consist of the first part of your headline.
2) The headline needs to be human readable. Anyone reading the page should not have to think that the headline is written in poor English. It should be a perfectly formed phrase that reads naturally. Failure to do so, will produce weird looking web pages that people will hate reading and search engines won’till like. However, this strategy will backfire over time.
#2: Keywords in your web address or URL: Google puts high emphasis on keywords that appear in the web address of your web page. If you have a web developer that manually creates the name of the HTML page make sure those keywords are part of the HTML file name. Each word should be separated with an underscore or a hyphen.
If your company uses a content management system such as WordPress, it automatically turns your headline into the name of your HTML file and this becomes part of your web address or URL.
The URL for the article featured in the previous example (Figure XX) titiled: “Best racking for my warehouse operation”, would be:
#3 – Body text: When a search engine crawls your page it will look for keywords in the body text on the page. The keyword phrase that you select for this page should appear several times in this text. The rule of thumb is to ensure that it appears at minimum once and preferably 2 to 3 times. One school of thought is that one of these instances should also be bold faced to show the search engines that it is important text for the page.
Watch out for SEO companies that aren’t reputable. They often engage in a practice called keyword stuffing. If the body text contains the keyword phrase too many times it can work against your site. If the Google algorithm detects this is the case, it will penalize you for the behavior.
It’s always a good idea to use synonyms. Google’s algorithm picks up on variations of words.
#4 – IMG tags: <img> tags are an HTML code used to define images embedded in your web pages. This tag tells a web browser where the image file is located on the server, as well as, its height and width and any styling information on how to treat the image on when it is displayed.
An often overlooked parameter in the IMG tag is called ALT. This parameter is used to describe the image in the event that the image can’t be displayed. It is also used by screen readers for the blind to help describe the image.
#5 – Title tag: In the header of your HTML file all pages typically have a tag set called <title></title>. The words between these tags will show up at the top of your browser window. Or, in the case of a browser window with tabs, it will appear as the tab title. Google and Bing play close attention to the contents of this tag so you will want to ensure that your keyword phrase appears as the first few words. One top SEO expert suggests that failure to put your keywords here will guarantee that your website will not rank on Google’s first page of results.
You will also want to ensure that you use no more than 60 characters in this tag. Google ignores anything after 60 characters. So, keep your title tags short and sweet.
The content of your title tags also shows up as the headline used to describe your site listing in Google results. If the title tag is not clear, Google has been known to rewrite it for display results.
#6 – Meta description tag: This tag also appears in the header section of your HTML file. The contents of this tag are used to describe your web site in search engine listings. If this tag is not defined Google will usually take the first 10 to 15 words of the first paragraph of your body text and use that as a description in the search engine listing. You have 160 characters to play with here. Your keyword phrase should appear as close to the beginning of this text as possible.
The killer SEO tactic the experts use: In-linking:
In-linking is perhaps the most important and perhaps the most overlooked technique in SEO. The top experts know the power of in-linking and use it to great effect.
It’s the practice of getting other web sites to link to your web site. This is really important because Google and Bing use these links to calculate the value of your web site and web pages.
A link to your web site from another site is a vote of confidence. You can think of in-linking like this: A link is like a restaurant patron that says they will return to a restaurant. Would you eat at restaurant where one customer provided a recommendation or that 50 customers recommended?
It is important that you spend some time getting third parties to link to your site. This is especially true when it comes to highly competitive keywords.
Here are a few quick methods for generating links:
1. Find similar sites: Search for sites in Google that match keywords you want to be ranked for. Email them and suggest your content. Offer it to the them for use on their site in return for a link back to yours. Or suggest where they can link from their site directly to yours. Obviously competitors won’t link to your content, but others might.
2. Share on social media: Share great articles on social media. People who appreciate the material may link it to their sites or blogs.
3. Business listings: List your site on business listings sites.
4. Press releases: Issue press releases about new products and services to press release services. They will link to your web property. Often search engines will pick this content up and list it.
5. Media coverage: Provide your expertise to media in your industry -– trade publications or blogs or business sites. If you are interviewed, ask for a link to your web site.
6. Link bait: Link bait is content on a web site that is hard to find, provides rare information and that people naturally share. This content will get linked to from other web sites, when it is discovered.
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Sales experts agree that warm leads are easier to sell to. It’s better to invest time and money into generating warm leads than to spend your time prospecting, making cold calls, and attacking cold leads. The idea is to make people who want your services and/or products come to you.
At CWD, we believe it is the No.1 way to grow your business. 70% of our business comes from SEO, while the other 30% is from referrals and other methods.
You can use SEO to bring traffic to your web site for free (if you invest the time and energy to learn it and do it yourself) or for a nominal monthly fee if you outsource it. Most agencies charge per number of keyword phrases. Prices ranges from $500 to $2,500/month or more, usually with a one-time upfront setup fee for initial implementation.
You can appoint someone on your team to do SEO. However, it’s important they have the time to devote to the task. They also need to understand how to do it properly. The rules for SEO change frequently, because search engines like Google change the rules about how they rank web sites often.
Learning SEO is a moving target. What is true today may not be true tomorrow. Or, next month. And, certainly not next year. Search engines like Google and Bing set the rules. (And, if you are wondering about Yahoo its search engine is managed by Bing)
By using SEO, within 90 days, if not sooner, you’ll be getting a flow of free traffic from search engines to your web site. That’s if you execute properly.
Materials handling websites: SEO
Hiring an agency to do SEO for you:
A reputable SEO firm will do the following:
1) Identify keyword phrases for you and explain to you how and why this is important
2) Know the difference between responsible SEO practices and poor practices, such as keyword stuffing (explained in the next section)
3) Provide you with performance assessments that show results. You’ll know if your agency is doing well if you do a search using the phrases your company has provided and you find your company on the first page of Google and Bing.
4) Get you tons of business from the web!
SEO basics: What you need to know about SEO even if you outsource it
SEO strategy is broken down into three areas:
1. Keyword research
2. On-page optimization
These three magic concepts, when understood and applied, will start to produce free traffic from search engines to your web site.
To learn how to SEO your web site, order our free 60-page book: Digital Secrets for companies in Materials Handling. You’ll also received a ebook version. CLICK the button below:
A lead capture strategy is a way for your business to capture the contact information of site visitors by using enticing offers that require them to sign up. This involves expertly positioning capture boxes on multiple pages of your web site. Each capture box should have information fields that connect to a contact database.
Here is one CWD created for RaymondHandling.com:
Lead capture forms for materials handling websites
How to implement an effective lead capture strategy:
An effective lead capture strategy has the following:
A information capture box, with: a) A call to action and b) A giveaway that entices the target market to opt-in
2. Multiple opportunities for site visitors to sign up
3. Constant evaluation and tweaks on what works and what doesn’t.
How to design a strong capture box:
A capture box is a button on a website that includes fields where a site visitor fills in their information to receive an offer. To build a strong web capture box, it helps to understand what marketing industry experts agree is most effective. Here is what you need to know designing a capture box:
1. The fewer fields of information your box has, the more people will want to fill it out. Use the “first name” field and “email” field only, unless your giveaway is a direct mail piece, or you require other information like zip code or last name. The more information a contact is asked to submit, the more you risk pushing them away. Make it as easy as possible for them to sign up. You can always ask for more information later.
2. A strong capture box has a call to action. This is a phrase that stands out and makes a request of a site visitor to take a specific action.
i.e. Sign up for our exclusive email list and get “ROI secrets from the experts” sent to your inbox each week
3. The more concise and succinct the language is on your capture box, the better it will perform.
4. Ask yourself the following: Why would a contact want to sign up for this offer? Why would a contact not want this offer? It will help you think like them and develop something that will attract the right people.
Give site visitors multiple opportunities to sign up:
Put a capture box on every page of your web site. The more opportunities you make available, the more you increase the chances of site visitors using it.
Diversify your capture boxes. Change up the call to action. Change the image you use. Change the giveaways. If you do this, you’ll learn what is effective. The quicker you learn what hooks the target market, the quicker you can watch leads pour in. Measure everything.
Evaluate your capture strategy ongoingly
It’s really important to track the conversion rates on your capture boxes. This allows you to understand if they work. If they don’t work, site visitors will not sign up. So, if you see this happening, you want to change your strategy immediately. If you review your capture strategy often, you’ll discover what doesn’t work and it will help you get closer to what does work.
Want to learn more about how to turn your materials handling website into a lead generation machine. Order a free 60-page book called: Digital Marketing Secrets for companies in Materials Handling. CLICK the button below to get yours now:
Learning how to write materials handling articles that are well-written to effectively attract warm leads in your target market is not easy. The following 10 tips will help:
How to write materials handling articles: 10 Tips:
1. Word count: The number of words in one article/blog should fall in the range of 500-750 for short pieces and 1000 to 1500 words for longer pieces. These are general rules. Write longer if the topic merits it and the information flows naturally. Long posts do well if their content is segmented with subheads (titles that break up the text) or easy-to-follow bullet points. You can also use list formats to make them bite sized. The reality is, most online readers will not read more than 10 to 15 paragraphs in a session.
For SEO, longer posts do well if they cover a topic comprehensively.
2. Write compelling, yet descriptive headlines and subheads: Writers often get too creative with the headline of their piece. Good titles should: 1) Compell a reader to read the piece, 2) Briefly describe what the article is about, and 3) Support search engine optimization efforts.
Google looks for search keywords in headlines and gives them weight. If your article is about superior racking designs for warehouse optimization then the headline should read something like “How to optimize your warehouse using rack designs you haven’t considered”, and not “Rack-o-rama!”.
3. Be concise and descriptive: Be concise with your language. Explain everything, but the absolute basics. (No need to explain what a “lift truck” is, but you should explain what “cantilever rack” is.) Write for people who have just come to the business. Don’t assume your audience is full of experts. Even seasoned professionals will forgive you for over-simplification.
A clear concise article will reinforce what they already know, as well as introduce new information and ideas. And that gives value to all readers regardless of their level of expertise. A good rule of thumb is to write for a Grade 9 level of knowledge and understanding.
4. Avoid buzzwords: Marketers are notorious for inventing words or concepts that don’t serve the reader. A great example: “WarehousXPro9 is a forklift management solution” versus the more accurate “WarehousXPro9 is a forklift management web-based software package”.
What’s a solution? It’s the answer to a problem. That is a great message to convey in sales copy. However, it’s an over-used term and has become cliché. If you say something is a “solution” and don’t explain what it is, the reader can’t visualize it.
Better yet to say: “WarehousXPro9 is a sophisticated, yet easy to use software product.” You would go on to say: It is installed on a company’s server and can be accessed by any web-enabled device. Warehouse professionals can use a tablet or smartphone to access a series of visual dashboards that show data about a warehouse and allows them to manage the operation more efficiently.“
Bottom line here: If in doubt say more. Don’t be afraid to explain a concept so you leave the reader with a greater understanding of what’s being said.
5. Get to the point early: Don’t waste your time with long and winding introductions. If you are introducing a topic in a creative way connect it to the key point you are trying to make in the article quickly. If you go on too long you risk losing your reader.
A good introductory paragraph (in journalism it is a called a “lead”) can be an effective tool to engage the reader. It’s an on-ramp to the central point of the piece not a country road that gets you there eventually.
If you are not hitting the focus of your article by paragraph 3 or so, re-work the piece.
6. Don’t be“salesy”: It’s okay to plug your company but do it discreetly. If you write too much about why your company is great and why your products are awesome your reader will be put off. They may feel clubbed over the head. No one likes to be sold to.
Serve the reader first. The article should leave them feeling that they got value for taking the time to read what you had to say and they will come back for more the next time.
7. Demonstrate, don’t tell: Show the reader why something is true. Don’t tell them. Why would they believe the latest lift truck is “amazing”, just because you say so? Describe the new lift truck and its features and benefits, and let them draw their own conclusions.
8. Write with intention: Ask yourself the questions: Why would someone read this article/blog? Are you engaging with your intended audience? Is what you’re writing informative and helpful? Is your writing in line with the long-term strategy that expresses that you and your brand are topic experts?
People buy from experts, not sales people. Actually, they buy from experts that sell. Why? Because experts are trustworthy, helpful and useful.
9. Do more of what works, and less of what doesn’t: Writing content for a brand is strategic. It is about gaining a following, earning trust and respect and driving sales for your company as a byproduct.
How do you know if you are doing that? Measure engagement and outcomes. How many people read your articles? Which ones did well? Which ones didn’t?
If an article gets good traction and is well read (we use web analytics tools to track and understand this) write similar pieces in future because clearly there is a demand for the content. Use the free tools at http://google.com/analytics.
10. Take yourself out of the equation: Don’t write what you want to write. Write for your audience first and then bring it back to what you want to write about, or have the expertise in. Provide value to the reader. Put yourself in their shoes and ask why would I read this article or blog post?
Get more valuable information about content and digital marketing. Order a free 60-page book called: Digital Marketing Secrets for companies in Materials Handling. With your physical copy you’ll also get a PDF version you can use right away. For your free book, CLICK HERE:
To create content that will attract a sector in the Materials Handling industry that you are trying to target, it’s important to consider what those people need. What are their “pain points”, or consistent concerns/issues/problems that relate to your business; The problems that only you can solve? What expertise could you offer to solve what is missing for people in your target market?
How to write online articles for materials handling:
It’s not hard to figure this out. Ask your sales force, the people who are closest to the people you want to sell to. It’s likely they know better than anyone what those customers are dealing with on a daily basis. These are the issues you want to help them solve. These are the issues you want to produce content about.
You can also do something as simple as ask them. Use things like surveys with giveaways for their efforts. The more you know, the more understanding you gain about the content you need to create, to help you attract the right demographic
Once you know what content to generate, brainstorm a running list and keep adding to it. By evaluating how effective the articles are, you will be able to continue to tweak your strategy.
Appointing a competent content writer
Producing great content is often a team effort. Unless you happen to be a great visionary, writer, editor and web developer all rolled into one. In all cases, there are two methods of execution:
Option 1: Appoint a qualified and knowledgeable team member with great copywriting skills to write and post the content.
Option 2: Hire a marketing agency or freelance writer to learn your business, work with your internal experts, and generate the content for you.
Option 1 is great if you don’t have the funds to spend on hiring someone to produce articles for you. However, it involves an investment in time, sometimes a lot of time. And it’s likely that if your staff are great at Materials Handling they may not be great content writers. (Unless, they have a degree in journalism or a particular natural talent for writing.)
The person who you appoint to generate your company’s web content needs to be able to write effectively. If you create a bunch of content but it’s not well put together, contains spelling errors, or is badly structured, it will damage your brand.
If you decide to go with Option 2 and hire a marketing agency or freelance writer, you are equipping qualified professionals to do the work. It often saves a company more money to hire a qualified team than to train someone and manage the process internally.
If you hire professionals, you won’t have to worry about the work getting done properly and promptly. The content creation process takes care of itself.
If you do decide to hire an agency or writer, you need to understand that they charge by the word or by the piece. A professional agency will charge anywhere from .50 cents to $2 per word. This amounts to $250 to $2,000 per article. This depends on that article’s length and quality.
It’s often worth the expense. A good article can convince hundreds of people that your company is an expert. Think of it this way: If it’s read 1000 times in a year and produces 100 queries and 10 sales, it was worth the investment.
To learn more about content marketing and using digital tactics to turn your business into a warm lead generator, order a free copy of the 60-page book: Digital Marketing Secrets for companies in the Materials Handling Industry. You’ll also get a free PDF ebook version. CLICK this button to order your book now:
If your web site is not attracting visitors, it’s likely your site does not appear at the top of search engine results. That’s a major problem. If your page does not rank on the first page of Google, Bing or Yahoo search results, no one knows your site exists. That is unless you have encouraged other web sites to link to it through other promotional means.
If you want to attract more people to your web site, and ensure those people are the right candidates for your target market, below are some immediate actions you should take to improve your situation. We answer the common question: How do I get more people to visit my website? Read on for some great advice on digital marketing tactics.
How do I get more people to visit my website?
1. Build Content. Building a content-rich site is the single most important thing you can do. Search engines send out web robots that crawl web pages looking at content. Keywords in the site content get indexed by the search engines and if they search engine calculates that your web site is good match, the gets listed on the first or second page of search results for that keyword phrase. Search engines use these phrases to pull up sites when a person does a search.
For example, a person searching for a digital marketing agency in Tampa, FL, will type in the phrase “Digital marketing agency Tampa, FL”. If there is content on your site that has this phrase and there is not too much competition, chances are your site will appear in the search results. The search engines also look at similar words and proximity to other words that suggest context. The word “nesting” next to the word “birds”, suggests the content might be related to wildlife where as nesting near to the word “trimester” would tell the search engine that the page is about parenthood and pregnancy.
Your chances of being pulled up in a search are very much lower if you don’t have quality content on your site and that it is added to often.
2. Refresh your content regularly. It’s highly important you continue to add new content to your site on a regular basis. Google rewards sites that refresh their content ongoingly. Also, if site visitors can rely on great information that’s updated frequently when they visit your site, it will get them to return.
Don’t set up a content-rich site once and let it sit. You should be writing at least 2-4 articles per month, an more i f you can manage it. The more you write the more success you’ll achieve. If you don’t have time to do it yourself, hire an agency or professional copywriter to do it for you.
3. SEO or Search Engine Optimization If you are not SEOing your site, you are missing out on an opportunity to attract ridiculous amounts of business. And the leads you generate from SEO are warm leads. So, when you put your efforts into SEO, you don’t have to prospect or cold call. It’s much easier to grow your business. People will be calling you.
At CWD, 70% of our business comes through SEO. We get calls on a regular basis from people in our target markets.
You can hire a professional to do SEO for you, or if you have the time to dedicate to learning the process, you can do it yourself.
4. Social media. Learn how to use social media effectively to find an audience and share your content. There are rules to social media and if you know how to them you can use it your advantage.
If you post links to the great content you generate on a regular basis, you’ll bring the people who follow you on social media, to your web site. Give this stuff away for free with no strings attached.
Use social media to post or tweet other people’s stuff. Let them know you’re doing that. They will be inclined to share your stuff with their list. This is an easy way to reach more people. Search engines also pay attention to your web site’s social feeds, so this activity helps SEO.
5. Learn how to write great sales copy. Knowing how to sell through writing is a powerful tool to have. On the web you don’t get a chance to talk to people directly. Your copy speaks for you. If you have incredible copy on a landing page or on a Google Ad, that directs people to your site, people won’t be able to ignore you. They will click your ad links.
Learn how to write sales copy yourself. If you don’t have the time hire an agency or freelance copywriter.
If you want us to assess your web site for free to help you discover areas for improvement and drive sales leads and web traffic, CLICK HERE. We’d love to help you, no strings attached. We’ll send you a web site audit within 48 hours.