CWD recently built an online dictionary for one of our clients, a well-known forklift dealer based in California. During the process, we discovered how highly effective this strategy is for driving new traffic to websites.
This tactic works especially well for industries that are highly specialized, such as: Healthcare providers, attorneys, real estate agents, tax attorneys and warehouse/logistics companies. They types of industries often have to educate their customers as to their products and services as part of the sales process.
Increase site traffic with an online dictionary
Here’s why an online glossary of terms is so effective:
Building a dictionary of industry related terms allows companies to share their expertise and build credibility in their industry. Most importantly, you can optimize each page of the dictionary for search engines to dramatically increase your site’s exposure.
Your site will climb the ranks of search engine listings for one word searches and for popular industry definitions. It’s common for other companies to link to a online dictionary to clarify terms on their own site (in-linking) . In-links help your site climb the search engine ranks. This will help you increase your chances of getting found by your target market. How to build an online glossary:
If you want to build an online dictionary on your site it’s quite simple. It requires only three basic steps. Though, it will take a bit of time to put together.
Step 1: Compile a list of industry relevant terms. This is most effective for specialized industries. This is why, it works well in materials handling. Other businesses, like healthcare industries, law firms, real estate agents.
Step 2: Post terms in alphabetical order. You want to include a brief description of the term explained as simply as possible. This helps if you have a good copywriter that works with you. You can also add links to videos and images to help explain the term.
Step 3: SEO each term. Search engines, like Google, algorithms are based on keywords, so a dictionary is perfect for optimizing to appear in search when a traffic enters a specific phrase.
Once your dictionary is operational keep track of the terms that are getting the most traffic. These are likely the most challenging concepts to understand or the most popular terms in the industry. You can write and post articles related to the terms so you can continue to attract more of your target demographic.
The fastest way to grow your business is to become an industry expert. This means, you want to shift your focus from landing more sales to sharing your expertise with the demographic your targeting.
When you provide value by way of knowledge and/or freebies (especially if you have a product you can sample) it gives you immediate credibility as a topic expert. This is as true as it is for authors and coaches as it is for major brands.
How to be seen as an expert in your industry: 6 Quick tips
1) Make your website an industry resource versus simply being online business listing:
It’s important that your target market can find you online but don’t limit your business to having a site that only looks good and has your basic business information. Think about making your site a resource.
Dedicate a section of your website to content that provides value. You can even call it a library. Post videos, written articles, and answer the most frequently asked questions in your industry. Take on the job of solving the challenges of your target market.
When your site is a resource, visitors come back often. They learn to build a relationship of credibility and reliability with your brand.
2) Answer questions:
One of the easiest ways to become an expert is to answer common questions in your industry. You can do this on your own site by providing an opportunity for site visitors to ask questions on a contact form. With the inquiries you received you can build an FAQ page.
You can also use services such as Quora. It is a site that connects people who have questions with those with answers. There are thousands of questions that get posted daily. You can browse questions by topic and respond to ones that fit your area of expertise.
There are media outlets that use Quora to find topic experts for articles. It can also be a great platform to network with other professionals.
3) Get active on social media:
Make sure your company is on the following social media platforms:
Post informative content that addresses the challenges of your target market. You’ll want to post up to 3 times a week, though you can post as frequently as once a day.
Join communities on LinkedIn and Facebook. Answer questions in those forums. You can also follow Twitter hashtags for topics you’re an expert in, and participate in conversations. Theses days even journalists use hashtags to find experts.
4) Join HARO:
There is an incredible website called HelpAReporter.com. Popular media outlets use it to post queries for topic experts. You can join and respond to the ones that apply to your business. It’s a great way to get exposure.
5) Publish a book:
Prove your expertise by writing and self-publishing a book. It’s direct evidence that you are knowledgable about the topic you’ve written about.
At CWD, we have a book called Digital Marketing Secrets Revealed, where we give away all our secrets. The book helps us share who we are with our customers easily. It establishes immediate credibility and it is proof that we know we know about digital marketing.
6) Give out freebies:
Share your knowledge for free on a regular basis, everywhere. If you have a product that speaks for itself when people use it, then give out samples. People who encounter your brand will want to engage with you often. You’ll be able to build a relationship and of trust and brand affinity overtime.
Speaking of free stuff, if you want more free digital marketing secrets click here to order your free ebook:
Read the 9 web site strategies below, that if followed, will put you significantly ahead of your competition.
How to build a website strategically
1. 50% of people who buy online through ecommerce-enabled web sites make a purchase using a mobile device. Ensure your website is mobile compliant, which means it looks good on any device. You may hear people use the term “responsive” around this idea.
2. Switch to a Content Management System such as WordPress, Joomla or Drupal. It will reduce the cost to operate your website and allow you to easily add new features and content without the need for a technical webmaster.
3. Make sure your web site is fast. This helps keep people engaged and it impacts you search engine rankings too.
Test it with: http://tools.pingdom.com/fpt/. Make sure your webmaster updates your content management system and plug-ins to protect against having the website being hacked and knocked down.
4. Smaller images load faster. Be sure to size your graphics so that they don’t take the end user’s web browser a long time to load. This is important for mobile too.
5. Test your web site on multiple browsers. The industry norm is to engineer for the top current browsers minus one version. That includes: Chrome, Internet Explorer and Firefox. Also audit mobile browsers and screen sizes.
6. Track your traffic by installing Google Analytics (it’s free) and look at the visitors, sessions (visits), and page views every week. (We look at it daily.) Use this to evaluate what content is valuable to your visitors and produce more of it.
7. HTML is the language that the web is written in. Get to know it, because it will come in handy when you are tweaking articles and positioning images. It’s not hard, and you don’t have to become a code guru. Understanding a little HTML will give you a lot of street cred with your technical staff or contractors as well.
8. Advertise on your own web site. Some people put ads on their content-based web sites to generate income. Instead, develop your own internal ads and promote products and services, and even web site features on your own site.
9. Add share buttons to your web site content. This way, it can easily be shared by site visitor on social media, which will drive more traffic to you. Buttons like the ones below!
Want to use social media to grow your business and generate more sales leads? Read these 5 quick tips. Number #5 is probably the most overlooked and most important.
Social media success: 5 quick tips
1) Be sure to post a profile and appropriate brand images or supporting brand images on your social media accounts. Users should have the same brand experience as if they visited your website or came to your company premises. Use the page background, banner image, and feature image options to your brand advantage.
2) Do not hard sell on social media. Create opportunities for engagement with intriguing offers. Provide more free valuable expert content than salesy content.
3) Share great content links on social media. It’s a good way to drive people to your web property. Make sure when they land on the content there is a clear way to reach you using a call to action.
4) Be sure to use Pinterest. It is image-centric and is a good way to share links. Product marketers that sell to women do very well on Pinterest.
5) Share content from other web sites. It sets you up as an expert, who understand the industry they are in. Sticking to your own content makes you look self-serving and limits your appeal to people seeking expertise. Share. Share. Share. You look generous. And smart.
Understanding how to use social media to grow your business isn’t as difficult it seems. It’s actually quite straight forward. Step 1 is to setup an account on the following platforms: Facebook, Twitter, LinkedIn and Google. Step 2, post informative content often (at least 3 times per week). And Step 3 is to learn a few basic rules regarding social media etiquette. To help you with that, here are 3 quick tips.
Social media etiquette: 3 quick tips
Don’t follow back everyone who follows you on Twitter. Choose the people who provide value to you and monitor their tweets for content you care about. When you follow someone back it sends the message that you’re interested. So, when you do follow up back make sure you share their content and engage them. It will help you build a relationship. The goal for you is to develop a social media community of contacts you care about
Do respond to everyone who reaches out to your brand through social media. They are interested in you, so, engage them. Be helpful or add value to them in your response.
For people who are malicious and negative on social media either ignore them, or if they have a complaint against your brand, address it but take it out of social media as fast as possible. Don’t turn it into an online battle.
Owning a social media account is not enough; you have to keep it populated with good content. Share blog posts and other valuable content you post regularly on your website at least three times per week.
You can do this easily if using a free online tool called Hootsuite. When you setup an account you can schedule your social media posts to go out regularly through out the week.
How to simplify your social media posting: Use Hootsuite
What you need to know about Hootsuite:
Hootsuite isa hosted social media management system that helps you keep track and manage your many social network channels.
You can use Hootsuite to:
Post on multiple social media platforms at the same time
Automate your social media posting
View posts from all your platforms in one place and reply to them easily
Receive alerts when someone interacts with your social media posts
If you have a team of people that manages your company’s social media they can see the activity of others
Improve your customer service by speeding up your response time
Use the Hootsuite app and manage social media from anywhere using a mobile device
One of the most effective ways of quickly establishing your company as an expert in your industry is to write a book. They are great because they create immediate credibility for your business. They also promote you naturally through the sharing of your industry knowledge.
You can also use books as giveaways. You can send books to current customers as gifts, or to potential leads. And of course, (here’s a big feature to book writing) you can repurpose the content on your web site , blog, on social media, and for email marketing.
How to become an expert in your industry: Publish a book
Here is a quick step-by-step outline of the work you’ll need to do to create a basic (50-page minimum) book. In this article, we explain the complete process we used to create one of our most recent publications: Digital Marketing Secrets Revealed.
(PS. If you want this book you can get it by clicking the button at the bottom of this page. Or, click here, if you know you want it now).
Step 1: Establish your book topic. To establish your company as an expert on a specific topic that will also attract your target market, you’ll need to consider what you know that they don’t know. This knowledge gap is what you want to fill a book with. It should be the inspiration for the topic covered by your book.
Ask yourself: What does our company know best? What is it you do better than your competitors? What information are your customers consistently lacking that could make their lives a whole lot easier if they understood it? What do you know that they don’t know about your business?
You may also want to consider polling your target market to find out what they think would be most valuable.
Example: At Cyberwalker Digital, our book Digital Marketing Secrets Revealed, completely gives away our proven-results web strategy that we use on many of our clients to turn their businesses into lead generators. In it, we talk about the importance of content marketing and how to use your web site, SEO, email marketing, social media, and web store effectively to gain leads and turn those leads into buyers.
Choosing our topic was easy. Most people have a very limited knowledge of digital marketing, and many have not done the research to understand what’s most effective. Our team of experts has. It’s our job too.
As you can see, whatever you’re an expert in is often easy to put on paper. It’s part of what you do everyday.
Basically, we used questions our clients ask us all the time and turned the answers into a book. It allows them to understand what we do and shares with them how they can do it themselves, if they choose too. (Though, most people don’t because the experts still do it better! So, don’t be afraid to give all your secrets away.)
Step 2: Write your book
If you’re not a good writer – or don’t have the expertise in-house, writing a book might seem as impossible as climbing Mount Everest.
But, it’s important to understand that this type of book is more about valuable content then about beautiful language. If you can explain to someone how to do something in person, you can as easily write the steps out on paper.
If you have the funds, hire a copywriter to write the book for you. If you don’t read on…
However inexperienced you may be as a writer, this blueprint will help:
Start with your Table of Contents. You want to break down your book into manageable segments for your reader. You should have at least 5 chapters and each chapter can have various sections. The table of contents is a crucial first step because it is your blueprint. Classic beginner mistake is to skip the table of contents (even if you’re told to write it first! ).
Never write the introduction or conclusion until the body of the book is written. Always write the chapters first and go back to the introduction once you’ve completed the book. Here’s an analogy to think about: A producer can’t create a trailer for a movie before the movie is complete.
Get your content out in a sensible manner first. Evaluate grammar and intonation second. If you are not the best writer you can get the rough content out and hire a content writer to edit and put the book together for you. Have a writer interview you and then assemble the interview into a written chapter.
Get the book professionally copyedited – that means get the spelling corrected, the grammar adjusted and the sentences tightened and focused.
.And it’s always a good idea to have people in your target market read the book to understand if it’s effective. Get two to three people to read the book and give you feed back before you publish it.
Also, the length of your book should be a minimum of 50 pages for it to work as a valuable giveaway. (At 300 words per page that’s a 15,000 word manuscript.) Most paper back books at Amazon run between 500 and 85,000 word. Your book doesn’t have to be super long.
If you want to learn how to write like a professional check out the work of John Carlton. He’s one of North America’s top copywriters.
Step 3: Publish your book
When it comes to publishing your book there are two options:
1) Hire a team to do this for you. You will need a writer to put it together, a copyeditor to make it crisp and clean and a graphic designer to create the cover and lay out the book, and a printer to print it.
2) Do it yourself. (As long as you have the skills to make it look professional)
Here are some great online tools that can help you:
99Designs.com: For a small fee (approximately $200) you can pay to have a bunch of graphic designers create a cover for your book. You choose the winner and they get the money.
Blurb.com: Blurb allows you to choose from a large gallery of book templates and lay out your own book. You can upload art and text into their templates and print the book when you’re ready.
If you decide to hire professionals, you can always give Cyberwalker Digital a call (wink, wink!). It’s what we do.
No matter how hands on you decide you’d like to be, (or have the ability to be), make sure you create an ebook version of your book in PDF format. You can order it from Blurb if you use them, or you can create your own PDF in Word.
Step 4: Promote your book
Once you have a finished product here is what you can do with your book:
Repurpose the book’s content as blog posts on your web site. At the bottom of each blog post you can place a “Order the book” button. The post acts as a preview for the book and sells the reader to order a free copy.
When you use the book content on your site you can also optimize the pages for keyword phrases. This SEO work will help to drive your site to the top of Google search ranks quickly.
If you use the book content to create blog posts you can push the posts out on social media.
Use your book as a free giveaway on your site. Offering an opt-in will allow you to capture the contact information of leads that visit your site.
You can use your book as a giveaway for email marketing. Or, you can use it’s content to create multiple giveaways for email marketing purposes.
Send your book to potential customers whose business you’d like to attain. Write a compelling sales letter and put it in the mail with the book.
Give your book to other businesses to give away on your behalf. It helps to spread the word about your business and makes them look good.
Give your book away at live events.
If it costs too much money for your company to give too many physical copies of the book away, just use your ebook. Give it away online and give out coupons that give away your book.
As you can see, while writing a book does take some time and effort, the return on investment is major. If you have a question or inquiry for Cyberwalker Digital about this process, you can send us your question easily using our online inquiry form. We will send you a response within 24-hours.
And, if you want our book: Digital Marketing Secrets Revealed. You can order that here:
On April 21, 2015, Google will change it’s algorithm. All sites that are mobile-friendly will become more available on search engines. Sites that aren’t will be penalized and could lose major business.
Mobile-friendly web sites will get a significant boost in web traffic in Google listings on mobile phones . They will climb the search engine ranks over non-mobile pages that contain similar information.
Whereas, sites that are not mobile-friendly will be penalized and possibly dropped from Google results on mobile devices.
There are five things to keep in mind about this update:
1) Mobile search results only: It will only impact results shown on Google for mobile queries.
2) All language update: This is a global roll-out. Those that manage pages across geographies that cover multiple languages should know about this.
3) Individual pages: Pages are being evaluated on a case by case basis. So if 10 pages on a site are mobile friendly and the rest of the site is not. Those pages will rank in the mobile results and the rest may not.
4) This is one factor on how Google will rank a mobile page result: The update raises the importance of a mobile-friendly experience, but it is no the only not the only factor that Google is considering when ranking a page.
5) Good content can still rank. If the content on a non-mobile friendly page is considered the most relevant for the search by a user it will still rank high for the moment but that may change in the future.
Is your website mobile-friendly?
It’s easy to find out if your website is mobile-friendly by using Google’s Mobile-Friendly test. Just click on the link to the left. It will take you to a page where you can enter your URL. Google will analyze your website and let you know where you are at.
Here’s the message you are looking for:
If you don’t get the: “Awesome! This page is mobile-friendly” your web site needs some quick work to get mobile-friendly.
And there are no short cuts, the only compatible way to comply with the Google change is to move your current site content into a mobile-friendly template.
There are four triage solutions that could buy you some time while you put together resources and find someone to rebuild your site. But this are only short-term solutions. You could:
Install a mobile-friendly site plugin. This is not ideal, but if it takes you from no mobile functionality to some functionality while you implement a more robust solution its not a bad short cut. Your webmaster should be able to do this in a few hours.
Build a mobile solution that looks for mobile devices and redirects to a subset of mobile friendly pages for high page rank content (pages that rank well on Google). This should include your homepage and contact pages. This again is better than nothing and will not prevent a loss of SEO ranking completely. Google recommends against it but says its not as bad a no mobile strategy. This would buy some more time likely.
To properly resolve this need a “responsive” redesign that will serve the pages to different devices using CSS (Cascading Style Sheet) technology. This takes the content of the page and formats it for the screen it will be displayed on.
If you need help figuring out what to do you can ask the experts at Cyberwalker Digital. We’ll give you free advice and guide you to resources that can help you. Our team of web site strategists and designer understand the changes you are facing and can develop a strategy that supports your SEO efforts
Click the button below to send provide us with your url that’s being affected by Google’s algorithm change and any questions you have. We will contact you within 24 hours (on a business day) with actionable solutions. CLICK THE BUTTON BELOW:
Klout is a social influence measurement tool that provides you with a rating from 1-100, which suggests your business’ influence on social media. The higher the Klout score, the more influential your brand is.
Scores are based on an algorithm that evaluates your brand on 400 different variables. Each one is related to your activity on social media. It tracks certain characteristics like: Ratio of reactions you generate for the amount of content you share.
Why is Klout important? If you are as influential as Klout score leader Barack Obama, who has a score of 99, when you talk people listen. And that often relates to your credibility as an authority on a given specific topic. Get to a score of 99 and when you say “click”, people will, well, click.
Want to learn more? Get the free 60-page book: Digital Marketing Secrets for companies in Materials Handling.
These days, it’s crucial your materials handling company has an active social media presence. Not only does it give your company credibility, it’s also an incredible way to grow your business. You can use social media to grow your following, educate the public about your business/products and communicate with your target market.
However, once again, if you are not careful with your social media strategy, you can do more damage than good to your brand. Here are some important things to keep in mind.
Materials handling and social media:
If you want to see a materials handling company doing a great job with social media, check out RaymondHandling.com on Facebook, Twitter, Google + and Linked In.
Here are some of things they do effectively:
Post frequently on social media. Few will find you if you don’t post on a regular basis. Post often and post great stuff and they will become programmed to watch for you. If they go to your social media feeds and see stale content they may not return.
Post valuable content. Post the content you generate for your web site and email lists to social media. Give great stuff away often. If you help your audience they will come to you for assistance. If you’re too salesy you will seem pushy and self-centered. People aren’t attracted to this behavior.
Share other people’s content. Don’t just self-promote. When you post other people’s content it’s an easy way for you to grow your list. When you share other people’s content they will notice you. If they post your material to their list you will reach more people.
Make sure you have social media links on your web site: Every web site should have social media buttons that link to their company’s profiles on social media. Make sure that they work by testing each link yourself.
What social media platforms should your business establish?
To be competitive in social media you’ll want to establish a presence on the following platforms:
4. Google +
5. Pinterest – It’s not necessary, but highly valuable for some businesses. Female-centric products and services should use Pinterest. It is very popular among middle-aged women.
For each platform, create consistent graphics to your brand to dress your company’s page. It’s always a good idea to involve a graphic artist to do this work, so it looks clean and professional.
Learn more about social media and how you can use it to grow your materials handling business. Order a free 60-page book (and get an ebook version right away) called: Digital Secrets for companies in Materials Handling. CLICK on the button below to request your free copy: