All posts by Andy Walker

Andy Walker is CEO and Senior Strategist at Cyberwalker Digital. He is the author of five books and is a well known technology expert. Andy is a former G4TechTV host and currently appears in the media as a commentator of the Internet and all thing technology. He is co-authoring the book "Super You: How technology is revolutionizing what it means to be human" with CWD's Kay Svela.

Backlink authority: Why all SEO links are not created equal

Backlink authority secrets
Learn this little known SEO secret about backlinks, so you can get ranked well

It’s no secret that good content will ranked well in Google and Bing, and drive tons of valuable traffic to your website. But writing good content is not enough to win Google’s (or Bing’s) favor to attract traffic unless the content is unique, rare, authoritative and…linked. You see backlinks are critical in SEO. And backlink authority even more so.

Yes, backlink authority. Let me explain. The number of links – also called backlinks – from 3rd party websites to your website is perhaps the No. 1 signal that Google uses, and Bing uses (to a lesser extent), to rank a webpage and drive it to the top of search engine listings.

Learn this little known backlinking SEO secret

But there is a little known secret that only the most expert of SEO marketers (and some content marketers know) that makes all the difference in how a web page ranks. You can also check out online casino seo, one on the newest business strategy this year along with top slot games.

In fact, this one secret is so important that it can rank your webpage better than its competitors with fewer links, breaking the long held rules that more backlinks are better.

these bees need backlink building to stay on top of GoogleLet’s dig into that a bit more. Let’s say that a page on a website about beekeeping is very useful and has been around long enough to become linked by 20 other websites. And as a result of all these links, Google’s algorithm has rewarded the content by ranking it as the number one site for the keywords “beekeeping basics”.

But then a second site comes along and publishes a page that manages to attract backlinks from only 10 websites, and yet it grabs the number 1 spot on Google results. What happened? By any measure that seems unfair.

How did my competition outrank my site with SEO?

Now there could be any number of factors that have caused the disruption. It could be that the outranking challenger has:

  1. A faster web site.
  2. A better mobile friendly website.
  3. A secure protocol called SSL in place.
  4. Better on-page optimization for the keyword phrase “beekeeping basics”.
  5. More social likes and shares.
  6. Better, more detailed content.

All these factors play a part in webpage and website ranking, but chances are that if all these factors individually or combined haven’t caused the ranking disruption, then it can only be one core issue at play.

And that is link authority.

(And arguably backlinks and their associated authority, more often than any other measure, is the key linking factor for any well ranked website.)

You see all backlinks are not created equal. Some have more “authority” than others. So they impart to the website that they point to much more “Google Juice” than a linking site with less authority.

You see, if the New York Times publishes an article about beekeeping, and it links to the aforementioned competitor beekeeper site, that validates the site’s value to Google. That action imparts trust and authority moreso than a link from a dinky website about poetry, that was abandoned 3 years ago.

The link source matters. And there are two factors at play.

  1. The site’s authority is determined by its traffic, it’s own back-linked pages, it’s social likes and many more SEO ranking factors.
  2. The topic of the site and/or page.

In the case of #2, a beekeeping site linking to a beekeeping site will impart more authority to a linked page than, say, an unrelated knitting page linked to a beekeeping site.

Get your site ranked using this SEO backlinks building secret

So here how you can make this information actionable. And in doing so, drive your web site up Google search results to the very sought after top three slots.

  1. Discover which websites are linking to your webpage and what their authority is. The authority measure is an actual numeric ranking.  SEO tools like  Ahrefs.com. or Moz.com. can provide a score for any site or specific page. Both have very competent authority measurement tools.
  2. Use the authority tools to measure how many unique websites are linking to the competing web page, and what their authority is.
  3. Develop a campaign to encourage more high authority inbound links to your page that can rival the authority if you competitor.

This strategy may seem simple enough.  (And it really is.) Once you have completed your analysis in Steps #1 and #2, it is Step#3 where the real work starts. Backlink building, especially backlink building using high authority web sites is not always easy.

How to leverage backlink authority easily

But, let me make this easy for you. If you send me the link of a webpage on your web site that you would like to rank on the front page of Google. My SEO team and I will send you FOR FREE – a PDF report that tells you how you page ranks from a backlink authority perspective for the keywords you’d like it to rank for. And how it compares to the authority of the number 1 ranked page for those keywords. This will show you what link-building work you will need to do.

CLICK HERE TO ASK FOR YOU PERSONALIZED SEO AUTHORITY REPORT

After I sent that, I will also send you our mini ebook called 10 Easy Ways to Create High Authority Backlinks. Of course, I will also tell you how we can do the backlink work for your company, when you hire us as your SEO consultant. 🙂

Related SEO topics:

Revenue boosting secrets in ecommerce

ecommerce revenue secrets

We are always hunting for new ways to optimize our clients’ online web store properties, so that they generate not only more sales, but larger average transactions. So with that I thought I’d share with you the following revenue boosting secrets for your online store.

The secrets I outline below work for all ecommerce platforms, no matter what they are, however we have found easiest implementation with two selling tools: We build all our clients stores in either Shopify or using SamCart. The former is a versatile ecommerce platform that lets you build complete stores that are highly secure and scaleable. So we start all our small clients on the platform with templated stores. We also launch our large clients on Shopify too, because it is very customizable. SamCart, meanwhile, is a shopping cart to drive direct sales, and has a wicked upsell capability.

Ok, on to our revenue boosting secrets:

1) The magic red button:

IRevenue boosting secrets in ecommercen most of the world red means stop. But we will often switch our “Buy Now”, “Checkout” or “Add to Cart” buttons to the color red (or a shade of red in same cases). We saw average uptick of 18% click rate when we did this on three different websites, and across both SamCart and Shopify. Here’s the rationale: Red is a striking color and rarely is anything on a designed page the color red. Red is an attention getting color, and people apparently love to click on red buttons. It doesn’t mean stop. It means go buy. Try it yourself. It’s a killer ecommerce hack.

2) Always Be Selling:

Secrets in ecommerce“Do you want fries with that?” is the ubiquitous question asked at McDonalds, but did you ever wonder why?

Because when people are in a buying mood they will almost always say “yes” to upsells. In fact they say yes to upsells 33% of the time, if there is a good deal to be had. That is because there is a thrill when buying and the feel good-brain chemicals keep flowing the more you keep the “buying process going. (The downside is when this subsides there can be buyer remorse when the natural high runs out, but curiously it doesn’t result too often in returns.).

3) Where the profit is:

As I said in #2, McDonald’s always asks: “Do you want fries with that?” or sometimes “Do you want to upsize that?”. Here is a second reason they do that. The item they are offering as an add-on is — get this — a massively high-margin item. There’s little profit in hamburgers, but fried potatoes? The hot little tasty savory add-on is almost all profit. So just before final checkout, ask if they want something else, and make sure it is a high-margin product for you to maximize your average checkout transaction.

4) Make your guarantee awesome and outrageous:

Money back guarantee
Make your Money Back Guarantee rock solid.

Promise the world when you sell, and promise extremely easy and flexible returns. Why would you make your life so difficult? I mean, let’s be real, returns are hassle for a vendor. They cut into your bottom line. And you work hard for the sale, why would you want to make it easy to undo it? Simple. Because you’ll sell more. Once a product is in the hands of the buyer, unless they experience extreme buyer’s remorse, they typically will not go to the trouble of returning a product. Why? Because they don’t want to tell the seller why. (It’s embarrassing for many.) It takes their time to reach out and return the product. And it’s an overall perceived hassle. So, in your pre-sell process, be sure to make it clear that returns are easy and frictionless, and that the buyer has lots of time to change their mind. That’s because the buyer will have one less excuse to not buy. If they feel good that they can change their mind after the sale, then they will more likely complete the initial transaction. AND be sure to make good on any refunds or returns. Still, more people will buy because of the great guarantee. And few will ever make the effort to return a product. The net result? More sales.

5) Keep the gravy train rolling:

keep sending offersAfter a buyer completes the transaction, be sure to send them an email immediately that adds yet another offer. Give them free shipping or a 2 for 1 deal or something else. Work to get them to come back immediately. And limit the offer to 7 days. Expire the coupon and let them know with hours to spare. Scarcity drives sales.

6) ABT – Always Build Trust:

Your store’s checkout page should have your phone number, address and testimonials. Create trust with your design and be transparent about how they can reach you. After their first purchase, tell them how special they are. Offer them hidden unpublished deals. People like to feel special and they love to be treated well. As trust develops, they will be more inclined to buy a 2nd and 3rd time. Why? Because you have proven that you keep your promises, they feel safe in doing business with you, and that will lead to more sales from them in future.

Andy Walker is a digital marketing strategist and owns the Tampa-based agency Cyberwalker Digital. http://cyberwalkerdigital.com

Business greeting cards: 10 reasons they help you sell better

Personal marketing cuts through B2B marketing noise

business greeting cards
Business greeting cards use P2P psychology to build B2B relationships

Being noticed in the crowded noise of B2B marketing is increasingly difficult these days.  There is the electronic noise that buyers are subject to on the Internet. There are reams of  marketing emails in their inbox begging for attention. Then there are ads on their mobile devices. Trade shows are a cacophony of distraction. And then there’s limited time to read trade magazines.  So what is a B2B marketer to do? Only one thing. Get ultra personal with business greeting cards. By the way, aside from business cards, consider the CPQ tool to enable companies to produce accurate and highly configured sales quotes for customers. If you want more details, check out this site https://www.salesforce.com/products/quote-to-cash/overview/ The customer’s experience in contacting your business, communicating with sales and service professionals and getting their concerns addressed is paramount in long-term business success.

Studies show that the declining volume of traditional 1st class mail – that some call snail mail – is a new opportunity.

First class mail sent via USPS dropped 40% in 2016 from a 90-year high in 2000 of approximately 100 trillion pieces . This mail volume has shrunk to levels not seen since 1980 when approximately 60 trillion pieces of 1st class mail (excludes parcels) was handled by the USPS. (See USPS data.)

Consider this: When was the last time you went through all your mail at home and ignored a personalized card? Never, right? We are always drawn to anything that has a personal feel in the mail flow. That’s because that way of communicating has fallen out of favor with the efficiency and convenience of electronic communication.

So at the office, a personalized card or letter is even rarer. And this is the magnificent opportunity for custom business greeting cards.

What is a custom business greeting card?

A custom corporate greeting card is not your grandma’s Hallmark card. It’s a highly crafted greeting in a traditional greeting card format, with a clever seasonally relevant message that is personalized for the recipient. And that often has subtle product, brand or company messaging concealed in its content.

The card is addressed to one or more targeted individuals (using a spreadsheet) and is signed electronically, but in a stylized handwriting font, from a person that has or wants to build a relationship with the recipient.

Here is an example of a card one our custom greeting card clients sent to its customers from its sales reps in January 2017:

Happy Lunar New Year – business greeting card

See more examples of custom business greeting cards.

Here are 10 great reasons to use custom business greeting cards

  1. Technology automates personalization, yet preserves the personal feeling communicated by the card.
  2. You can subtly communicate corporate, brand and campaign messaging in  a seasonal greeting, because the cards are created specifically for you and our company.
  3. Cards cut through the traditional marketing noise in by evoking emotions in a poignant or humorous manner. They can be careful crafted by our card writers to deliver a message that is memorable and shareable.
  4. It’s P2P marketing in a B2B world, leveraging human connection and relationships.
  5. It’s an unmarketing strategy.
  6. Diminishing traditional “snail mail” flow has created an opportunity for your message to get through.
  7. Sending a card during periods when someone is not expecting a card (outside of the December greeting season) has huge impact.
  8. Using on demand printing and targeted lists from personalized senders reduces wasted pre-printed greeting card inventory.
  9. It’s significant more effective than bulk mail campaigns.
  10. It’s more cost effective than spray and pray bulk mail campaigns and costs about the same on a per card basis than if you purchased greetings from a store that sells stationery and related supplies.

How to use a bespoke business thank you cards to build connections

Once upon a time, failing to send a card after meeting in person was considered almost rude. Today it is almost never done any more. A call-out on social media or a personal email is the replacement. But it is often missed, overlooked or met with indifference by the recipient.

However, receiving a “nice to meet you” greeting card in the mail, a few days after a meeting is always a really nice touch. The best sales people use these touchpoints that foster P2P deep relationships to stand apart from their marketplace competition.

The challenge is time. Busy executives and sales rarely have time to find an envelope, dig out a generic card – or buy one from a stationery store. The era of personal secretaries or assistant is long gone, and is an asset afforded only by the most senior executives these days.

Our solution is to provide on demand greeting cards customized explicitly for your company. To send one you simply  send an email to one of our agency reps, let them know which custom card design in your company’s inventory that you would like to use. And a screen grab or photo snap of the recipient’s business card. The card is prepared from you and printed that night and mailed via 1st class mail the next day.

See examples:

Babe Ruth Nice to Meet You card

How to convert website visitors into customers with excellent content positioning

infographicNever underestimate the power of website content positioning. Experts will tell you that getting your positioning right can be the difference between generating large volumes of business and generating none at all. If your website looks attractive and professional then potential customers will be impressed but if they can’t find your products and/or services or don’t know how to contact you, there is no point in having a website. Some good examples of pages with good structure are those pages from elo boosting services for online videogames, the ones that tell you how to avoid cheap elo boosts.

Once you develop new online slots, it can be easy to think that you have done all of the hard work. You’ve created engaging videos, image banners, an excellent logo and you know it is going to look great on your website. And it no doubt will look great but if you don’t position your content correctly, it will have all been in vain.

If you’re going to go to the trouble of developing great content, make sure that you position every item in the right place for maximum effect. So for example, you need to position your call to action in a highly prominent place. This is the key feature that will be converting your visitors to customers, so it is your number one priority.

You can use this handy infographic from UKwebhostreview.com: 25 features every online business must have in 2017, to guide you in regards to where to position all of your website’s content. From where to add your logo and tagline, to your navigation menu and what to put in your header and footer, it has everything you need to know.

If you use this as a template, you can’t go wrong with your content positioning. It can also serve as a checklist to ensure that you’ve remembered to include all of the key features that any good website should include.

 


What is SERPBOOK? Our favorite SEO reporting tool

Over the years we have used a lot of digital marketing tools at our agency. Find the best SEO reporting tool took time however. Some were ok. A few we found were pretty crappy. Luckily we have found one we love called SERPbook?  What is Serpbook you ask? Read on to find out.

At Kudujuce, we do a lot of SEO work for our clients around optimizing web sites and getting them ranked in Google (and Bing) search results and they like to see weekly progress as part of their spend. This gives marketing managers an easy way to share their progress with their bosses. So I am going to show you three tools we use here at Cyberwalker Digital that are our favorite SEO reporting tools that make clients really happy. Because they show progress and validate an SEO spend.

What is Serpbook? A killer SEO reporting tool

In this article we are going to look at a tool call SerpBook, an affordable SEO tracking tool:

A quick note here. We used MOZ.com for many years, however it did a poor job of showing keyword progress. And it was too expensive relative to what else is in the marketplace. So we dropped it and replace it with SERPbook.com for a series of reasons you are about to see. And although our employees often say, “hey, what is serpbook?” when they join the company because it is not well known, they soon learn to love it too.

#1 – SEO Reporting Tool – SERPBook.com

seo reports - serpbook - toolWe love SERPbook because it is easy to use, easy to setup and easy to afford. Pricing starts at only $12/mo and runs into the hundreds per month, but you’ll pay under $45/mo for the mid-tier service.

What is serpbookWhat we like about this product is a few key features:

  1. You can set it it up to track a keyword on a web site and it will find the correct page that ranks the best.
  2. It will show you progress of that keyword over time
  3. You can set it up to track results based on a local geography (town/city, state/province, country) or nationally in a country.
  4. It has an easy to read table format to show daily, weekly and monthly movements.
  5. It reports every half hour.
  6. You can send PDF or CSV reports by email to multiple people on a schedule (daily, weekly etc).
  7. It’s unbranded (ideal for agencies or companies with multiple clients).

It has a ton of other features. Check out SERPbook here.

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What is the AWS consultant hourly rate in the United States?

AWS consultant hourly ratesHourly rates vary based on expertise, experience and of course scope of a project. That said, sight unseen, you can expect to pay a junior developer in the $75 to $100 range and a senior AWS developer  in the $100-$400 range, and even more in some cases.

Here’s a breakdown of the range here at Cyberwalker Digital  if you are looking for an AWS consultant hourly rate from us, because you need an expert to work with your instance on Amazon Web Services.

We use one of our senior developers to serve our customers when they are dealing with Amazon Web Services and need high-level expert help that they can count on.

AWS consultant hourly rate scale

Here are five scenarios for our AWS consultant hourly rate. They are fairly self explanatory. Read on…

AWS emergency rate – Consulting on demand

This AWS rate gets white glove service. We work around the clock and on weekends to prioritize your job. It also get accelerated ahead of other work we have in progress, so we can resolve your AWS issue. It’s our most expensive AWS hourly rate at $250 per hour.

AWS no commitment rate – Consulting for under 5 hours

If you are new to us as a client and we haven’t worked together before, on a first project your AWS hourly rate will be $195/hour until we hit 5 hours.  This fee is paid in advanced as a deposit. This allows us both to have a minimal commitment to each other until we complete our first project together.

AWS  project rate – Consulting on a scoped project

If you have a project that is scoped by us at $5,000 or more for a variety of services we provide at our digital agency, then the AWS hourly  rate is $175/hour.

AWS priority rate – Established client

If you are a client of ours that has an established relationship with us and you have paid at least 3 monthly invoices or 4 bi-weekly invoices on time, then the AWS hour rate drops to $160 per hour.

AWS loyalty rate – Established client with $25,000 of paid invoices

If you are a client of ours that has an established relationship with us and you have spent $25,000 with us, then you get our best AWS hourly rate of $150/hour.

As you can see, loyalty and a recurring relationship pays off.  We count our loyal clients as not only our partners, but our friends. These are best relationships for both parties because you get a trusted vendor and we get a client we love to work with.

Want more info? Reach out and let’s chat…enter your message below. Or contact us here.

Outsourcing Elements of a Business to Increase Efficiency

OutsourcingNo two businesses are alike, but they have a common goal – to be the best in their field by achieving optimum efficiency. Running a business though is a complex activity that involves synchronizing all elements to produce the best output. Outsourcing some parts of the enterprise is key to efficiency and performance. It is a key strategy that helps organizations reach the top and remain competitive in their field for survival.

Why Outsourcing Continues to Grow

According to Deloitte’s 2016 Global Outsourcing Survey, outsourcing will continue to experience growth, reporting that 78% of its respondents are satisfied with their provider relationships. The major reasons why companies outsource are to cut costs, enhance business functions and address capacity issues.

Outsourcing is a cost-cutting tool that can help reduce overhead costs in administration, for example. It also enables owners and managers to focus on the core of the business without being overwhelmed by micro activities, which, although are essential, do not represent the heart of the enterprise.

In subcontracting jobs, the business also solves the capacity problems of the company without overloading staff to do everything at once. The quality of business operations and its delivery of services are improved drastically. Access to the best providers of services allows companies to choose from an intellectual pool that suits their needs. Integrating this human expertise in the business transforms the company into a broader and innovative enterprise. Corporate Business Solutions Reviews attest how companies turn around when external expertise is brought in to reorganize and restructure operations.

Elements That Can Be Outsourced

There are no straight answers as to what and what should not be outsourced by a business. Every business has different needs, expectations, and targets. What seems to be common according to the Payday-Champion Study is that there are three areas that are expected to experience surges in outsourcing: IT, Finance and Human Resources.
A third-party IT support enables businesses to have access to high level and up-to-date technologies that large companies specialize in. In-house IT support is going to cost business more especially when data needs grow bigger and more complex. Outsourcing IT support reduces the cost and shares the risk including infrastructure.

Another area that is popularly outsourced to vendors is finance and accounting. Tasks include payrolls, receivables, and payables. By streamlining F&A, companies are in a better position to analyze information & metrics available to them and improve their strategies. Keeping F&A running smoothly also allows businesses to focus on their main competencies. If you are still trying to find some new financial strategies, then check out the Buffert website.

Hiring personnel is a painstaking process that does not generate revenue for the company at all. To remove this burden, small to medium businesses can outsource HR to a provider to free up time that can be spent on the core business.

Every quick unsecured loans operates differently, but the goal is to be efficient in its core competencies and generate positive revenues. Outsourcing can become an effective tool to add value, make use of cutting-edge technologies and share risks. For as long as these benefits continue, outsourcing will be an important strategy for businesses.

Why your brand should publish a book

Why your brand should publish a book
There’s a funny thing book publishers always tell first time book writers when they get their first deal:

“You don’t want to write this book for money. It’s a reputation builder. It will get you paid speaking gigs and it’ll will elevate your career.”

It’s actually true. Because getting a book deal really won’t make you much money unless you are Stephen King, JK Rowling, or Tim Ferriss. And it does get you speaking gigs. And it does elevate you above the crowd.

For professional writers, however, this all sucks.

But these are very reasons are why your company should publish a book. In today’s crazy world of content marketing, having a book that demonstrates your brand expertise to its customers is perhaps one of the best things you can do for your marketing efforts.  There are lots of reasons, but here’s five:

  1. Arm your sales force with a killer book that they can give away.
  2. Demonstrate you expertise tangibly.
  3. Give it away as an ebook as a lead magnet in email marketing.
  4. Differentiate your brand.
  5. Adapt the content into blog posts for content marketing purposes.

So what kind of book should your brand produce?

Identify that when choosing a vinyl fence, the problems your customers or potential customers are having in your market place and then give them a solutions book. The book should be a guide to getting problems solved. A plumbing company should product a guide to avoid household plumbing issues. Something a Do It Yourselfer would find useful.
Now if that sounds nuts, trust me on this one. You can show someone exactly what to do to solve a problem and most of the time they are going to call you anyway, because you have demonstrated the expertise on how to solve problem easily. And they won’t want to do it themselves, because they may make a mistake and mess up and have to call you or someone else anyway.

This works equally well for B2C companies as it does for B2B companies. All customers have problems. And all companies want to solve those problems for a service fee. Or sell a product that helps the issue.

A water filtration company recently came to the door of our home in Tampa because we have awful water quality here. The sales guy was the 10th person to knock in a year and I turned them all away, except him. They all occurred like scam artists. The guy that got invited in was genuinely interested in educating us about water quality.

Now if this company had  guide book on water quality, tips and trucks and low cost solutions that solves of these issues with step by step instructions that I could try myself and then an overview of the water solutions I could buy including theirs, I would have started to develop a trust for their brand, and probably called them sooner.

I knew I was going to buy a system, but I didn’t trust anyone who was selling them, even though they came to my doorstep.

In a book, if they had a 1-800 number where I could called for further questions and even a coupon the back of the book, that would have helped too. They are lots of things you could do. In fact I have a list os strategies that I will share at some point.

Digital Marketing Secrets Revealed, by Cyberwalker Digital
Digital Marketing Secrets Revealed, by Cyberwalker Digital

Producing a nicely designed giveaway book that it professionally written and educates, creates trust and makes a company stand out in its market it will do wonders for a brand’s reputation. Will it do that  for your company? You’d be surprised at the amazing reaction you’ll get. (Have a conversation with me if you like – contact info below.)

At Cyberwalker Digital, we produced the book Digital Marketing Secrets Revealed (cover above). We sold a branded version of to a client in the materials handling business. And we distributed a generic version of it in a direct mail campaign and as a giveaway on our web site.  It’s very effective at getting attention and opening up a conversation about doing business.

You can get a copy of our here: Digital Marketing Secrets Ebook.  If you  want to reach out to us about producing your own book, reach out to Kay Walker at [email protected] or call her at 813-525-3185.

Most common content marketing mistakes

Most common content marketing mistakes Content marketing, on the face of it, is easy to do, especially when you do it right with SEO Marketing. You produce great content demonstrating you are an expert, and people buy from you. Right? Well, it should be that easy, but it is more complicated than that. There are some critical steps you need to follow to ensure your strategy produces results and a return on investment.

However, a lot of people do it wrong because they execute poorly, or don’t take all the necessary actions. Here’s some of the top mistakes people make with content marketing

1. MY PRODUCT IS THE BEST! Writing articles that boast and brag promotes instead of educates. It also annoys. If you are creating that kind of content, you are missing the mark here. Teach “how to”. Demystify. Provide insight. Provide overviews. Don’t write about how your Widget ™ is better than all the other generic widgets. Instead write about why the market for widgets is hot and what people are using them for and what widgets do to improve a person’s life. After reading this people will understand the value of widgets and they know you make Widget(tm), because they are on your site or you tell them at the end of the piece (that’s ok) so they might buy yours. Or think of your Widget(tm) when they want to buy a widget. Produce great content that you would be proud to see reprinted in the New York Times.

2. DON’T BE A BRAND FIREHOSE Share your content on your Facebook page, on Twitter, on  Google+, on Pinterest, and on Instagram. Instagram? )Yes, it’s now the 2nd largest social media platform behind Facebook and ahead of Twitter, and now you can Buy likes on Instagram to make your account even more popular.) Then engage people who consume it or share it on. Ask them questions. Remember it’s SOCIAL media. And share other people’s great content in your area of expertise. Don’t be a one way brand name firehose where your content is all about you. You are building a reputation for expertise about your business focus. Be a sprinkler. Share expertise from other places too. You will become a resource as opposed to a product shill.

Don't be a brand firehose with your content marketing
Don’t be a brand firehose with your content marketing

 

3. YOU WRITE IT, BUT THEY DON’T COME: Search engines are your most valuable source for free traffic from people that you can turn into customers. However, you have to format your content to ensure it is being found for the right keywords that people are searching for. This means you’ll need to gain a command of Search Engine Optimization (LINK: What is SEO?). That includes three things: 1) Research keywords that get searched. 2) Optimize your content for those keywords…and 3) Get people to link to your content.  #3 is your hardest task and will be your most successful  method to attract search engine traffic. Google and Bing reward content with lots of inbound links to it.

4. IGNORE THE POWER OF EMAIL This is a huge mistake in content marketing strategy. When people come to your web site, offer them something crazy-awesome in return for signing up to your email list. Then use the list toshare your most valuable content. Email is a great way to stay top of mind with a prospect. It’s a brand-building process. It’s also a way to validate your expertise. Create content exclusively your email list subscribers. Write it with them in mind. And give them extras, bonuses and exclusives. And I am not talking about selling here. Give away your best stuff. Make them feel like they have stumbled on a goldmine of information by being on your list.

5. WRITING OCCASIONAL POSTS Writing one article per month is not going to cut it. I don’t go live with a new web site without posting at least five articles and then I try to produce a piece of  content once a week at minimum and only because I run more than 10 sites. If you run just one site you should post once per business day and at a minimum twice a week. Write daily if you can squeeze the time.

6. MISUNDERTSTANDING BUY TRIGGERS – B2C content should have content that moves and inspires. Consumers are emotional buyers and connect and purchase from experts that make them feel safe and that embody trust. B2B content should be jam-packed with data and numbers that are evidence based. That inspires and validates business cases. Buyers buy from vendors that are trustworthy experts that back their business with data.

7. DON’T FORGET TO MEASURE – Be sure to track your content engagement. You want to write more copy that gets consumed and shared and less content that gets visited occasionally. Track your social media shares. Track you page reads with Google Analytics and   use a Smart CRM to track email marketing content engagement, including opens and actions. Tracking audience behavior response should guide content strategy.

Track your content usage and consumption with Google Analytics
Track your content usage and consumption with Google Analytics

 


8. DON’T BURY YOUR LEAD – This is a term in journalism that means the point of the story is buried down in paragraph 5 or 9. Don’t open with “There was a community meeting on April 14 at 6pm”…and then five paragraphs later talk about the water pipe that burst during the discussion about water quality. Start with “A ceiling pipe burst in the middle of community meeting last week, as a discussion began about water quality.”  Put the most important material at the top of the article – open with it.

9. DON’T BE TOO BRIEF – While writing short posts is occasionally ok, writing longer more comprehensive pieces is better, because longer pieces get indexed by search engines more often, and can demonstrate your expertise because they provide all the information someone is seeking. Make your content a one stop for all the info someone needs. They won’t move on to your competitor.

10. AVOID WALLS O’ TEXT – A wall of text is intimidating to read, so be sure to present your awesomely written and engaging post with images and diagrams. Use links where appropriate and break up the text with subheads and bullet pointed lists. All these tricks help with readability and improve search engine pickup.

10 reasons your business should be part media company, regardless of what it does

all companies must be part media company
All companies must be part media company to succeed

If you don’t have either a decent content creator on staff, or at least one (or more) on retainer, then you are going to have a problem in the next few years.

Successful companies invest in marketing, and marketing in today’s business means you need to create content that people love and find helpful. If you are driving sales messages down their throats, then your company is not going to around for long. The era of the hard sell is over. And the era of the relationship sell will only work these days if your company is seen as an expert. If you want to learn about the entrepreneur industry, I recommend Lee Rosen Miami, CEO of healthy bees business. And what’s the fastest way to that? Publishing.

Great companies make great content today, other companies offering services for satisfaction never fails. One good example of this is tranquilme.com/apply/ because it is an effective treatment for reducing stress, pain and muscle tensions and also they have so much health benefits studies say. text, photos and video. They have websites that look more like a media website than a sales brochure, so here are 10 reasons why your company should invest in content creators:

1) Customers appreciate being educated and hate being sold to.

2) When you publish helpful content you are seen as an expert and people trust and buy from experts.

3) Google and Bing do not index and rank sales brochures particularly well. It indexes great content and people don’t link to sales brochures, they link to great content.

4) Send someone a great email with helpful content and they will look at the next email from you. Send them a self serving sales message ad and they will more often than not unsubscribe or click their spam button.

5)  No one follows people for their ad messages on Twitter, Facebook and Pinterest, but they do follow them for great content.

6) Great content can contain sales copy. And great sales copy should contain great content.

7) 100 million Internet users watch video each day.

8) 90% of online shoppers at a major retailer’s website said they find video helpful in making shopping and buying decisions

9) 50% of people at work watch business-related videos on YouTube and 65% visit the marketer’s website after viewing a video.

10) B2C content should strike an emotional cord. B2B content should contain data and facts, because the two sectors buy differently.

Andy Walker is a senior digital strategist at Cyberwalker Digital LLC in Tampa, a marketing agency that helps you company market itself with great content and generate great leads. Read more about us at Cyberwalker.com. Reach Andy at [email protected] or 813-501-8043.