Tag Archives: marketing

Most common content marketing mistakes

If you’re using a content marketing strategy to grow your business and you’re frustrated that you are not landing more sales, read this article.  You’ll discover the most common content marketing mistakes made by business owners. Find out what they are and learn how to avoid them below.

Frequent content marketing errors

Most popular content marketing mistakes

The entire content marketing process can be synthesized into three basic steps:

Step 1 – Create content that you believe your target market will find valuable enough to use and share.

Step 2 – Promote the content.  Post it on your website, on social media platforms, and use search engine optimization tactics to make sure your content gets picked up by search engines.

Step 3 – Out of the web traffic that experiences your content a percentage will sign up for your product or service (when called to action).

The focus is to share your expertise often. This will naturally attract your target demographic.

But, there’s a common misconception that many business owners have. They think that if they do Steps 1 and 2, then Step 3 will happen immediately. It’s not that simple.

Here’s what you need to do: Repeat Steps 1 and 2 many times for Step 3 to happen. Often you have to expose your brand many times in many different ways  (we call those “touch points” in marketing) before you actually land a customer.

That being said, it’s not unheard of to convert customers upon initial contact with your brand.  Customers will buy immediately when they encounter your brand at the same time they have a need for what you offer. You all need to make sure you’re not making any of these common errors:

  1. Not tracking your conversion rates and stats  If you don’t look at your site analytics you won’t know which articles are getting the most visitors.  When you have this information you can gain an understanding of what’s a popular topic. If you keep writing articles that fall under that category, it’s likely you’ll be speaking to what your target market needs more of.  If you do email marketing you’ll also want to track you conversion rates by reviewing number or emails opened and links clicked.
  2. Not growing your social media following If you aren’t actively following new contacts on Twitter, engaging with people on LinkedIn, and joining new groups, when you post your content you’ll be getting limited exposure.  The same people will see your stuff.  And those people may or may not be good candidates to buy from you.  Do your research and connect with people you want to do business with and also other vendors in your industry.
  3. Doing no search engine optimization (or doing it incorrectly, thinking you’re doing it right)  If you’re doing work to write one to five new posts a week for your site, you are wasting your time if you are not doing any SEO work. It is crucial for positioning your brand so the right people find you. Learn how to do it yourself. Or, hire a reputable company to do it for you.
  4. Selling too soon  If you are trying to sell a $99 program to people you’ve sent only two emails to, you’ll need to do more work to convert them.  Individuals need to see your brand many times before they purchase from you.  This requires time. You have to build a relationship of trust and affinity. So, you want to warm people up.  Give things away for free often. Sell them on smaller priced items first. And diversify your products and service packages so you can understand what price points sell best.  

Remember, building your list of contacts and then taking them from someone who knows about you to buyer is not a quick process. It’s like a romantic relationship. It takes time and effort to build trust and love.

But, if you consistently post great content and do it strategically, you’ll be able to double, triple or quadruple your business in less than one year.

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How to optimize your materials handling website

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.

how to optimize your materials handling web site

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.

h1 tag - SEO

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:

http://raymondhandling.com/best-racking-for-my-warehouse-operation

#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.

alt tag - SEO

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.

title tag - SEO

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.

meta tag - SEO

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.

Want to learn more about digital marketing?  Order a free 60-page book (and ebook): Digital Marketing Secrets for companies in Materials Handling. CLICK HERE NOW or click image below:

FREE Materials Handling Digital Marketing book

 

How to market yourself strategically on the web

It’s important to learn how to market yourself strategically on the web. Learning the correct techniques will allow you to easily grow your business with limited effort.

The foundation of the approach we teach our clients is content marketing.  The following article shares what content marketing is and how incorporating it into your strategy will dramatically increase your ability to sell.

How to marketing yourself strategically on the web:

how to market yourself strategically on the web

What is content marketing and why do I need it?

Content marketing is a marketing process that involves generating and distributing valuable content to a specific audience. The goal is to attract and engage the intended demographic with the objective of driving profitable customer action.

This form of marketing takes into account the long-standing sales approach that customers only buy from companies they trust. That trust, is quickly established when a company becomes an expert — a resource for their people — and is able to solve the problems of their target market.

Thinking like a content marketer

If you shift the focus from: “how can I sell more?” to “how can I be of assistance to people in my target market?” selling products and services becomes a natural, seamless process that involves minimal sales effort.

When your company is an expert in your industry, potential business will naturally come to you. That expertise that you demonstrate through content marketing removes or weakens the resistance toward a sales come-on.

The important part is to show them your expertise every time they look for a solution to a problem. That will have them come to you for many things, not just when they need to buy something you provide. A content marketing approach allows you to change your business’ overall brand conversation and establish that you are more than just another corporation selling widgets or services.

You step away from solely being the provider of a product. You become the ultimate resource.

A brief explanation of a content marketing approach

The following example was written for the Material Handling industry. We do a lot of work in this arena. However, the words “warehouse manager” and “rack” in the example below can easily be swapped out for any other product and service.

Example: Think of it this way, a warehouse manager needs to buy more rack for his warehouse. You could be one of two things for that potential customer:

Option 1: You’re the company he chooses to buy from among a selection of similar racking companies. He comes to you when he needs rack. And only when he needs rack. He chooses to buy rack from your company because his company has purchased from you before.

Option 2: You’re the company he chooses because your brand is cooler than everyone else’s. He visits your web site often because it’s a refreshing experience. When he comes to your site it’s not just all pictures of rack and prices. He sees the faces of sales and service people he actually knows and innately he feels a connection.

He found your site from a Google search when he was looking for racking design support. And he has returned to your site many times because you helped him solve his problems – even if he has never purchased from you before.

When it comes to buying rack, he doesn’t even consider any other providers. Even though your rack is a bit more expensive, he’ll get so much more from you than he will from the competition.

Option 2 is much more effective. The company in this example is taking a content marketing approach. They are putting effort into sharing themselves and building their brand as an expert resource. This way, they have become a go-to resource for people in their target market. 

This approach works for almost every industry.  If you are a plastic surgeon, share your knowledge about patient procedures to build credibility. If you operate a residential cleaning business, put your effort into writing and posting article about cleaning, like: “Microwave a lemon in water for 5 minutes to steam clean your microwave with minimal effort”.

To learn more about content marketing order a copy of our FREE ebook: Digital Marketing Secrets Revealed. We actually give away our complete proven-results digital marketing strategy in this book. To get yours now, CLICK HERE.

How to inspire people to buy from your email list with these counter-intuitive secrets

Ever wonder how successful web site owners seem to magically make money fall out of their web sites? Especially the webmasters who don’t seem to have a ton of traffic? Here are the web secrets of the best email marketers.

1. Give away your best stuff to people on your list. It’s counter-intuitive but people crave “free” and if they get massive value then they will stay subscribed and seriously consider what you offer.

2. Make your readers feel like they are insiders. Create feeling of intimacy and belongingness by sharing as if you are their friend. Provide them with content that not everyone else gets and let them know.

3. Create scarcity. People want something more if it is rare and hard to get. Create scarcity with your content. Make people work to get the good stuff. Reward them for engaging with it.

4. Offer an opportunity to purchase only when you are confident that people love what you provide and are craving more.

5. Be committed to learning. We can’t teach you unless you have a fierce desire to learn. We consider ourselves voracious learners even though we have expertise – because we have expertise. Invest in learning and you’ll achieve your goals.

6. Test for behaviour. Offer links, surveys, and ask for input. Watch who engages and score them. How? (See #7.)

7. Use a tool like InfusionSoft to automate the distribution of your content and to capture behaviours so you can target people who are ready to buy.

How to make money with email lists

People often ask us – how do you make money with an email list?

All you need is

1) A thousand or so visitors to your site daily (how do I get there?)

2) Something to sell, preferrably digital

Internet audiences are more inclined than ever to buy digital goods. That includes web subscriptions, ebooks, software downloads, webinar tickets, web tools and more.

Leveraging this traffic by engaging them to register for your email list is all it will take to generate a valuable list of people who will buy from your business.

How?

Here’s our Top 8 Tips list:

1) Give your site visitors massive value (ebook, video, hard to find tips or tricks, copouns) if they register to receive your emails

2) Communicate with them regularly.

3) Communciate in a personable and helpful tone (don’t use a dry business voice).

4) Send them valuable content that they cannot get anywhere on the web.

5) Give lots of great content and sell to them rarely and only when you know they are ready to buy.

6) Treat them like gold and they will bring it to you.

7) Be ready with a paid digital product and design a campaign that make it irresistible (we know how!)

8) Automate your marketing with a tool like InfusionSoft. (What’s that?)

Want to learn more?
Contact us at Cyberwalker Media: 416-558-9245 or infusionsoft@cyberwalkermedia.com

10 Rules of Email Marketing for Authors, Coaches and Celebrities

If you have an audience on the web, it probably means you are a great writer, a great coach, a celebrity of some kind or a content producer.

You are never going to make much money through advertising unless you have more than 10,000 daily visitors. However if your web audience registers with you and agrees to receive email you can easily monetize that relationship using these counter intuitive rules.

Here’s our Top 10 list:

1) Never hard sell to your audience.
2) Treat them like gold: Give them information, content and expertise that they cannot get anywhere else.
3) If you want them to buy from you, give them a taste of what you offer for free, with no obligation
4) Offer them opportunities they never have had before and limit the window when they can take advantage of that.
5) Connect with them on a personal level: Speak personally to them from the heart and share from personal experience.
6) Use tools such as InfusionSoft where you can automate your communications and collect behavioral data.
7) Sell only when they indicate a need and you know for certain they have that need.
8) Offer them value and promote and reward those that engage with that value
9) Give them much more than they expect.
10) Use a professional sales and marketing automation tool like InfusionSoft.

Questions? Want an InfusionSoft demo?
Call or email us at Cyberwalker Media: 416-558-9245 or infusionsoft@cyberwalkermedia.com

How to convert social media followers into customers

This free downloadable ebook will teach you how to convert fans and followers into customers using InfusionSoft’s sales and marketing tools.
If you have a large volume of viewers but haven’t been able to figure out how to convert them into revenue streams for your company then simply download this ebook.

You’ll learn how to working with both Twitter and Facbeook to convert your followers into paying customers.

Download the free ebook now

Free ebook: How to write marketing copy that sells

Download this free ebook from InfusionSoft that teaches you how to write marketing and sales copy that sells like crazy to anyone you want to reach.

This Non-Writer’s Guide makes it simple for anyone to create compelling sales and marketing copy that pulls your audience in and has them take action to engage your business.

The ebook is much more than just advice on using sales and marketing buzzwords. It guide takes you through a process of writing and gives you step-by-step instructions that will make writing for your business very easy.

You’ll learn how to:

  • Focus on your company’s customer relationships
  • Find your personality and infuse it into your copy
  • Conduct a one-on-one conversation with prospective customers
  • Create urgency and get customers excited to take action
  • And tons more!

Download now”>Click here to download it now from InfusionSoft

Tampa Infusionsoft Experts

Tampa Infusionsoft expertsTampa, FL – Infusionsoft is the only all-in-one sales and marketing solution specifically designed to help small businesses in Tampa and across Florida succeed. The tool’s integrated system is used by over 23,000 users around the world to take their business to the next level of success.

If you need more information and want to find out if Infusionsoft will work for your Florida business, then call Cyberwalker Digital, a Tampa-based digital marketing agency, that can help you set up your InfusionSoft application as well as execute your email marketing programs that will earn you  remarkable revenue streams.

Your Tampa-based email marketing experts and consultants

Cyberwalker Digital can:

  • Help set you up on InfusionSoft
  • Train you on how to use the system effectively
  • Design and execute campaigns that generate huge revenue for your company
  • Design strategies that grow your email list
  • Build your email commerce store using Infusionsoft tools
  • Help you use InfusionSoft to sell your ebook, online course, dogital downloads and more

Our philosophy is you will earn substantially more revenue than you pay us. Call us today for more information or email us:

Email: info@cyberwalkerdigital.com
Phone: Kay at 813-525-3185

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