Why Content Marketing Will Educate Your Prospects And Produce More Profitable Sales.

Why Content Marketing Will Educate Your Prospects And Produce More Profitable Sales.

As a small business owner who is looking to increase sales via the internet you will recognise that most of your competition is already investing in one form of internet marketing or another and in some cases will have a well structured online marketing campaign in place that is consistently driving new and repeat business.

 

 

In order to implement an online marketing campaign you need to invest in quality content that speaks directly to the problems that your target audience face.

 

Without that compelling content getting in front of the right people at the right time, your voice will not be heard, your business offerings will go unnoticed and you will watch as your competitors thrust open their doors to new clients that could and should have been yours.

 

Articles, videos, blog posts, pillar content, follow up emails, social media updates, presentations and proposals: the list is endless!

 

To many business owners it may seem daunting or even off putting to have to produce an array of meaningful and compelling content on a regular basis that empowers your target audience to reach out and connect with you, and trust me it is.

 

But the truth of the matter is without the commitment to truly encapsulate your audience, online marketing will never see the results that you may have been promised or dreamed off.

 

But we already have a website!

To say that you have a website is not good enough. It is not.

 

A website on its own is NOTHING. It is like jumping out of a plane with a parachute on your back and not knowing how to pull the chord. Useless.

 

cost

 

In fact it is less than useless, your website becomes a cost that sucks cash from your business instead of becoming an investment that adds to your bottom line on a monthly basis.

 

The content that you create is the means to attracting those profitable clients. Both on your website and on other targeted websites across the internet where your audience may be visiting. When your content creation dries up or doesn’t even get off the ground in the first place you will get fewer eyeballs looking, less subscribers and even fewer sales.

 

Content drives the internet and quality content engages your targeted audience, arouses their interest, creates a desire and encourages them to act.

 

4 Benefits of Content Marketing for Your Business

1. Highly Visible Social Proof

If you claim to be the biggest, the best or the most efficient in your niche or industry then you’d better make sure there is evidence on the internet to substantiate those claims.

create social proof

 

It is not difficult for anyone to search the internet to find out information about your business. One simple search in Google of your business name will bring back search results highlighting the most relevant pages on the internet about your business.

 

Don’t be fooled into thinking that because you have not put anything on the internet about your firm that no one else has done it either. There are so many ways that people can talk about your business: Social media, local business directories, blogs etc that you should implement an online reputation management strategy to keep informed of how your business is being represented online.

 

If you are the best, then social proof will occur naturally to support these claims and then you will have some great third party generated content that you can use to market your business and win more customers with.

 

2. Be seen as a Thought Leader.

 

Pick up a trade magazine and look at the expert opinion articles, those people are providing interviews, writing articles relating to their niche and adding insight around topical issues that may confuse potential clients. By taking time to put that content out there they become a thought leader, the “go to” person in that industry, and when that happens opportunities and business relationships come your way.

The same thing happens on the internet, in fact, the very same content or remarkably similar content to the trade magazine article will be converted into a blog post, a video, an article on an industry related website, an email through to your existing database.

 

Staying in the spotlight at the top is not easy. It requires attention to detail, original ideas and of course, constant updating.

 

TIP: Sit down once a quarter and brainstorm a list of topics that you would like to cover and jot down at least 3 bullet points for each content piece so when you sit down to produce that content you have a starting point. Knowing what to produce is often the hardest part.

 

3. Improve Search Engine Rankings.

improve-search-engine-rankings

Having your business website listed in the top of the search engine rankings for your business niche, the products or services you offer or even the problems that your services solve is a great way to increase sales in your business. In the majority of niches there is fierce competition for the top spots in the search engines.

 

Google is continually updating they way they rank websites on the internet, one of the key areas they look at is the content both on and off the website. Is it related to the niche, is it good quality, is it being shared by other people, does it have third party comments, does the content get linked back to or linked out to other informative content.

 

 

All of these factors and many more are used to make a decision on the relevance and quality of your website and where it sits in the search rankings. Ultimately none of these factors can be taken into consideration if you do not have any content or create content on a regular basis.

 

The more QUALITY content you produce which is related to your core competencies, the easier it is for you to place in context links and also get your articles published in leading sites within your niche, which again helps your content marketing strategy by raising your profile.

 

 

  1. Content Allows you to sell the next step in the relationship.

Not everybody will buy from you the first time they come across you. In fact according to a study by Salesforce it takes between 6 and 8 touches to generate a viable sales lead.

 

But content is not just about getting the first sale, it is more than that it is about developing a relationship where that potential client or existing client comes back to you time and time again for further services or different products. By continuing to drip feed content after the initial purchase you increase the prospects confidence in you, enhance the trust factor, educate the individual on how you can help them and sell that next step in their personal customer journey.

 

 

Content marketing alone is not a quick win strategy. It will not bring a horde of new business tomorrow but it certainly plays a significant part in setting your business apart from your competition, highlighting you as a thought leader and the go to player in your industry and educating existing clients on how you and your services can help them achieve their goals.

How to Make it Easier for New Local Customers to Find You Online

How to Make it Easier for New Local Customers to Find You Online

How to get More Local Customers

 

Today the first place that people look for a business is online using their mobile phone or computer. If somebody was to search for your business category would they find you? And if they did would the information that they were presented with be compelling enough for them to call and book an appointment or buy a service from you?

 

People are constantly looking for places, items of interest or things to buy in and around the vicinity of where they are, the question is what are you doing as a business owner to capitalise on that?

 

If you are keen to have more people find your business, become customers and come back again and again then here are a few changes you can make today to significantly increase your chances.

Claim your Google My Business Listing.

 

To find your page, go to Google and type in “Google my business”.  Click through to the Google My Business page, then click the Get Onto Google button. You will be prompted to enter your Google email address and password to log in. If you don’t have one you can sign up for a password.  In the search bar where it says “find your business” type the name of your business and it should bring up your business listing.

Google My Business

 

Google will tell you whether the listing is claimed or not, and it will also say whether it’s claimed with the email address you are using. If it is, great!  You can log in and edit the page. If the email address doesn’t match then you need to claim your business.

 

To claim your business you will need to verify that you are the owner, which you can either do by having a verification pin sent through to your mobile (immediate), or by postcard (which can take 2 weeks). Once you have that pin, enter it into the verification page and your listing will be claimed.

 

Once you have claimed your Google My Business Listing the next thing you need to do is add the relevant business information in the next five steps. Before we get into that I need to explain one of the most critical aspects of Local Search: NAP citations.

What is a NAP Citation?

 

NAP stands for Name, Address, and Phone. Think of your NAP citation as the unique fingerprint that identifies your business to search engines and directories.

 

Everywhere your business NAP is found online is called a citation. In real terms the more citations mean there are more websites where customers can find your business. In addition search engines (like Google) see citations as a “vote”, a trust sign if you will about the authority of your business and they are a big factor in how well your business ranks for industry related keywords in search results.

 

correct nap

 

One of the biggest problems for businesses in local search is inconsistent, incomplete, or inaccurate NAP information in citations. To learn more about the importance of NAP citations for your business click here.

 

So now you understand the importance of your NAP citation and you have claimed your Google My Business page.  The next step is to highlight how you can improve the relevance of your business and increase the chances of potential customers finding it and selecting you.

Increase the number of Consistent Citations of your business around the internet.

 

Google uses data from other trusted resources around the web to categorise your business and build up a picture of how authoritative your business is.

 

There are hundreds of websites/directories on the internet like Yell, Yelp and 118information, that are vitally important because they share information with Google. If your information on those sites matches what your Google my business page and your website say this increases trust and can influence how and where customers will find your business in search.

Earn, Manage and Market Reviews

 

If you conduct local searches such as “Dentist in Watford”, “chiropractor in Preston” or simply “divorce lawyer near me”, you will see that in the listings there will be businesses that have reviews.

 

watford dentist screen shot

 

For your business to stand out in the new 3 pack you need to make sure that your business has reviews. We’re not just talking about 1 review, you need ensure that your business has more 5 star reviews than any of your competitors in and around the local area.

 

In the example above the the top two dentists have their reviews displaying prominently and the thrid dentist does not. Who do you think a potential patient will call?

 

The greater the quality and quantity of reviews you have the better. It reflects on the services that you are providing to your customers when potential clients look upon your business.

 

Reviews are so important in the local search infrastructure that you should consider putting in place a review collection strategy where you ask every single person that visits your business to go to Google and leave feedback about you and the experience they had.

 

By doing this, each customer is effectively sharing their good opinion of you with everyone they know and also potential clients who might see your business for the first time and need some assurance that you are the best in your area.

Social Media Signals

 

Social media has become integral to many areas of digital marketing and it is no different when it comes to increasing your businesses awareness in local search. With billions of active users, it is a great medium to build fans and followers, gaining reviews and authoritative web sites where you can get a structured NAP citation.

 

social_signals

 

Social content ranks well on search engines because it is often current and relevant to people that are searching for you or your services. What happens on Facebook, Yelp and Twitter does influence how Google and other users perceive your business.

 

Social media is Word of mouth marketing. What people say about your business services, their feedback and reviews are publicly accessible to your potential clients. And this has a massive influence on your lead generation and ultimately sales.

Website Authority

 

According to Moz’s 2017 local search ranking factors, On Page Signals account for 24% of the signals Google use to position your business in front of local consumers.

 

On page signals include presence of NAP, Keywords in Titles and domain authority. We have already discussed the importance of NAP but I wanted to take the opportunity to drive home the importance even more. If your business Name, Address and Phone is not the same on

 

  • Google My business
  • Your Webiste
  • Local Business Directories

 

Then Google does not consider you trustworthy and this will be reflected in when and how your business is presented in search.

 

If you are a Dental Practice then make sure that on your home page you include the keyword “Dentist”, other related keyword terms and your location. Make it absolutely crystal clear who you are and what service you provide.

 

The more information you can provide the search engines that matches what other trusted, relevant and authoritative sites on the internet say about you the better.

 

Local SEO is all about getting internet browsers with commercial intent to convert, be that buy or become a patron of your business.

 

If you follow the advice given in this blog post you will have a strong head start in optimising your online presence for local people that need the results your products and services provide.

 

Are You Making These Mistakes With Your Social Media Presence?

Are You Making These Mistakes With Your Social Media Presence?

We’ve worked with countless businesses over the last few years,

to help them improve their online reputation and to help them grow and reach new clients. Social Media has become an increasingly important part of a businesses online presence, and an area that the vast majority of businesses seem to think they are comfortable and happy to use without guidance.

The problem is, that using social media for your business is vastly different from using it for your social life. In personal terms, you use sites like Twitter and Facebook to catch up with friends, share photos, gossip and find out about what’s going on in people’s lives. You don’t have a particular goal, or target to meet and can either share as much or as little as you’re comfortable with. 

In business, whatever your line of work, your social media should be used to help you win more customers, to help solve your customers problems, or to spread the word about your business to potential new customers. Do you see a pattern here? Social Media for your business is part of your business marketing, and you shouldn’t go into it with any other attitude.

With that in mind, I’m continuously surprised at the number of supposedly professional businesses who make very basic mistakes with their social media presence. Mistakes that can undermine the hard work they’re putting in in the real world to grow their reputation and business, and can even damage their perception or put new customers off.

Here are some of the most common errors that I come across that you could easily fix to improve your reputation.

Broken Links From Your Website

Broken Link to TwitterHaving links from your website back to your social media pages so that people can follow you is great – provided those links work! If you put in the wrong link to your social media pages then your visitors will be confronted with images like these.Broken links to Facebook

You’ll have to hope that those people are keen enough to search for your pages so that they can find and follow you some other way – the chances of this are slim as most people have too short an attention span. Fix the problem by fixing those links!

No Profile Picture

No Profile PictureThere is no excuse for not having a profile picture. Having no profile picture suggests that you can’t be bothered to complete your details, or that you have something to hide. Even if you are actively using your account, having no profile image suggests otherwise. Given how easy it is to take a picture on your phone and upload it to social media it’s hard to justify not having an image even if your account is new – you can take an image and upload it within seconds. If you have a business account, then you don’t even have to have a picture of yourself – you could use the business logo. Using a logo or image gives your business an identifiable “face”. It means that your customers and prospects know that there is someone behind the brand.

Protected Account

Protected Twitter accountAs a business, in order to grow you need to consistently attract new followers. Those new followers over time could turn into leads, referrals or clients. If, like this company on the right, you have a protected account it means that people can’t follow you unless you approve them first. It might seem like a small step to take, but it puts a lot of people off. Ask yourself what you are hiding by keeping your tweets private? If something needs to be private then there is probably a better way to deliver it than via Twitter. Do your business a favour and make your Twitter account public.

Profile Instead of a Page

Businesses should have a dedicated Facebook page. A page is different to a profile that you will have for yourself. The image below shows a business with a personal profile page, which is actually against the Facebook terms of service. As a profile, you have friends meaning that you have to either request or approve someone to be friends with you. Pages have fans, meaning anyone can Like the page and follow the updates. Pages and profiles also have different permissions when it comes to interacting in Groups and promoting offers. Pages also give you access to useful stats and insights, whereas profiles don’t. Profile not a page

If you’re using a profile for you business, close it down and set up a genuine Business page.

For more tips and advice on how to manage your business’s social media presence then you can download my free guide, 49 exclusive social media tips for business.

What are your biggest bugbears that you’ve come across with business social media accounts? Let me know in the comments!

Social Media For Business Free Download

Why You Should Pay Attention to Twitter’s Increased Follow Limit

Why You Should Pay Attention to Twitter’s Increased Follow Limit

Big News from Twitter last week!

They are increasing the cap on how many people you can follow from 2000 to 5000.

The follower limit is been in place as a way for Twitter to try and stop Spam accounts, or what it calls aggressive following. Following other accounts is one of the ways for other users to notice your account and many people will follow back someone who follows them. Following or unfollowing large numbers of accounts is therefore one of the things that Twitter monitors as it’s seen as being outside the realms of reasonable usage.

 

With the Follow limit in place, every user is now allowed to follow 5000 other accounts, once that limit is hit you see an error message that stops you from following any more people until you have more followers of your own. The number of additional followers you can add above 5000 is different for every user, but it is based on the number of followers you have. Twitter keeps the exact science behind this a secret so as to further discourage spamming.

 

Seeing as the previous Follow limit of 2000 seems huge, you might be wondering just how exactly having a limit of 5000 could benefit you and if you should even attempt to follow so many people.

 

Find out how Twitter’s increased Follow Limit can benefit your business! <-Tweet This!

 

Growing a targeted following on Twitter is a tough task, but once you have that following it is a very valuable asset. It means that those followers are interested in what you have to say, and are likely to be amongst the first people to react to new offers, updates and information that you Tweet out. There are many ways to go about growing a targeted Twitter following, and following your ideal accounts is certainly one way to get noticed. If that is part of your plan, then Twitter now allows you to follow an extra 3000 people, so it is a big deal!

 

There are several ways to find targeted users to follow, one suggestion would be to take a look at a similar business to yours and to follow the same people they do. If a certain number of these followers follow you back then you know they are interested in the type of things you’ll be tweeting about because they already follow an account similar to yours.

 

Make Lists

If you already follow more than a few hundred other accounts on Twitter then you know how quickly the tweets come through and how easy it is to miss updates. One way to manage your followers when you follow thousands of accounts is to create lists. Lists can be public or private, and can be made up however you want them to be.

 

For example, you might want to create lists organised by industry so you can see everything that the Legal industry is tweeting about, or everything that the Estate Agents you follow are saying. You might want to create a list of accounts that you know in real life, such as people you’ve met at networking events, or a list of businesses in your local area. If lists are public then anyone can follow them. A well curated list can attract a lot of followers in itself.

 

Public Vs Private

There are reasons to keep lists private too, you might want to have a list of your own customers and not want the world to know who exactly you are working with. You might also want a list of your competitors, or prospects so you can keep an eye on what they are doing.

 

Be More Social!

Another reason to follow as many accounts as you can is that the more you follow, the more information you will see. Whether it is news, opinions, blogs, jokes or anything else, bu following more people you are giving yourself more opportunity to see something that catches your eye, and to interact with the person on the other end. The whole point of social sites such as Twitter is to develop relationships and friendships, and to discover other like-minded people, and if you interact regularly with more people then that is a major positive.

 

Twitter has raised this limit for a reason, and while we may never know Twitter’s reason for doing this, us as Twitter users are left with a two options: Ignore the changes, or work with them. Which one will you choose? Leave me a comment to let me know, or better yet, Tweet me, @Big_Thinking

 

If you’d like more Social Media tips then download my free guide – 49 Social Media Tips for Business.

Social Media For Business Free Download

How to Use Social Media as a Lead Generation Tool for Your Business.

How to Use Social Media as a Lead Generation Tool for Your Business.

I’m Sure You’ve Heard About Social Media.

I’m also sure that if you have a business, you’ll also have some form of social media account for that business. What I would be surprised to hear, however, is that you’re successfully using your social media channels to generate new customers, clients or patients.

 

Whilst there are many businesses who generate much of their income from social media, and others who rely on social media for a large percentage of their leads, the vast majority of businesses do not manage to gain any discernible benefit from the time they spend Tweeting, liking and commenting on social media.

 

Winning new customers and generating leads via social media is not impossible, but if you’re not successful at it right now then you need to change the way you think about it, what you do with it and consider who you are targeting.

 

Which Social Media Platform is Right for My Business?

Focus on 1 or 2 Social Media PlatformsFor your business to thrive, you need to provide your customers with the best product or service you have to offer. It’s unlikely that you’ll be able to show your best self on every social platform, and it’s also unlikely that your ideal customer will use every platform in the same way. Therefore to bring in new customers, you need to determine which social platform you can effectively and consistently utilise to extend your business to new customers. If your ideal client is another business owner, try LinkedIn. If you target general consumers try Facebook, if you have a products that you sell maybe Instagram will suit you. Focus your efforts on just 1 or 2 platforms.

 

Engagement is Key

A great way to get new business on Social media is to have your existing customers engage with your pages. Most of your existing customers should be happy to like or connect with you – after all they have hired you to do something for them! Your priority initially should be to keep your social media pages updated with content that is engaging and relevant to your existing customer base, so that they will want to interact with you.Interact on Social Media

 

Build Relationships

By doing so you will start building stronger relationships with them, putting you in a position to retain business and repeat customers. These loyal social media followers are the ones who will see your updates first. Get your message right, and your followers will be compelled to like your content, sign up for your offers, and spread the word to their own friends who are likely to be interested in similar things.

 

Update Regularly

With frequent, attention grabbing status updates and content that gets “shares” and “likes”, the more your page will be exposed to other people. As your page is seen by more people, your following will start to grow also.

 

If every update is about your business, then you may end up annoying even the most loyal of your customers. Remember, the goal here is to keep your current customers here for the long term, whilst growing your following at the same time. Growth is important, because if you don’t grow your following, or increase the audience you’re talking to then your sales will plateau. This is true however you market your business – if you don’t reach out to more people you won’t make more sales.

 

How Can I Grow My Social Media Following?

Grow Your FollowersTo grow your audience with relevant followers who may actually want to buy from you, you should make it as easy as possible for other people to share what you do. If you’re already sharing great content on social media then continue to do this! But you should also make sure that you have great content on your website that people want to share and that you have sharing buttons so that they can share it. Take a look at this web page – there are sharing buttons for all the main social sites – go ahead, share this to your followers!

 

“To get more people to share your content, provide more opportunities via social share buttons in numerous places throughout your site.” <-Tweet this!

 

Growing a relevant following on social media is not easy, and it won’t happen overnight. It takes continuous effort and a good amount of determination but it is worth getting right! If you can consistently grow your following month on month then guess what – you will be creating those leads and opportunities that your business needs!

Did you like these tips? If so, you can download my free e-book 49 social media tips for business for a whole lot more!

What are your best Social Media tips? Leave a comment below.

The Many Uses Of Social Media

The Many Uses Of Social Media

To get the most out of social media for your business,

You need to think of it in a completely different way than you would for your personal life. In business, social media isn’t just about liking everything your friends do, or sharing pictures of all your meals. You have to consider all the ways that you can use social media.

Customer Service

Social media is great for customer service. Not only can your customers get in touch whenever they have a question, but other people can see your answers too. This means that you may answer one question that benefits multiple people in one go. If you’re lucky, other customers may even see the question and answer it for you! Even if you are asked difficult or awkward questions publicly think of it as an opportunity to show the positive and helpful side to your service to let other customers know that you’re willing to deal with any problems.

 

Reputation Management

Your public image is a huge asset to your business – or at least it should be! Social media allows you monitor what is being said about you, try searching your business name on Twitter and see what comes up! You can also use social media to share positive feedback from your customers, and as an added bonus, now that Tweets show in Google for branded search terms if anyone Googles your business they’ll see your recent messages and know you are proactive about your brand’s image.

 

Getting Feedback

Because of the instant reactions on Social Media, it’s great for getting a snapshot of public opinion. On Facebook you can post quick polls on group pages, on Twitter you quite often see people asking “RT for X or Favourite for Y”. Next time you are working on something and need some advice, why not try asking your followers and see what they actually want? The answer might surprise you, and cause you to take your work in a slightly different direction than you’d intended.

 

Lead Generation

Whilst it’s almost impossible to sell anything directly over Social Media, what you can do is use it to find yourself some great leads and prospective customers. Social Media is excellent for building up trust in your brand, and helping people to get to know and like you. These things are key to converting followers to customers. Make sure that from each of your social media pages there is an obvious way for people to find out more about your business, sign up  for email updates, or to check out your latest offers.

 

News Updates/PR

In the not too distant past, businesses that had an announcement to make had no choice but to try and get a story published somewhere. Now, every time you have any news, whether it’s a new CEO, a great Customer Case Study or a regular blog post, you can get it out to the whole world at the click of a mouse. There is no excuse not to publicise your brand on social media! In fact, the more you put out there, the more it will do to help spread the word of your business!

 

Brand Awareness

Social media allows smaller businesses to compete against much larger rivals in a way that isn’t possible with traditional media. Whereas big brands can spend a fortune on television adverts, that’s out of reach for small businesses. However, those big brands will still use social media, and YouTube, and smaller businesses will show right alongside them. For that reason, social media is great for brand awareness.

 

Networking

Whoever your ideal customer is, they will be on social media – it’s just up to you to find them! Different social networks have different networking styles. For example, on Facebook you should try and join groups that are relevant to your business. You can also join groups on LinkedIn, but on LinkedIn you can optimise your profile so that people can find you more easily in search. On Twitter you can follow conversations via a certain hashtag, something that many groups do regularly.

 

What other ways do you like to use Social Media? You can find us on Facebook, Twitter, LinkedIn and Pinterest, so why not follow us on your favourite network and let us know more about you.

 

If you enjoyed these tips and would like to know more, then download a FREE copy of my ebook, 49 Exclusive Social Media Tips for Business

 

Want to know more about how we help businesses to stand out online then check out our Social Media PackagesSocial Media For Business Free Download

Why Your Competitor’s Website Outperforms Yours In Search And What You Can Do About It!

Why Your Competitor’s Website Outperforms Yours In Search And What You Can Do About It!

Have you ever seen a website doing really well in the search engines and wondered why? Read this and your competitor's website will never outperform yours in search again! |www.bigthinkingonline.com

Quite often we consult with business owners who are frustrated,

No, down-right angry, that after investing heavily on a new website design their main competition and even businesses that they feel they are far better than, outrank them in Google and subsequently gain the majority of new business.

 

Let’s clear something up from the outset. In most cases a new website means new images, new branding, more modern design. Nothing more.

 

And although those things might have an impact on user friendliness, which is a positive, it is not going to make your website shoot to the top of Google or other search engines for commercially viable keyword phrases that are important to your business.

 

“But My Competitor’s Website Looks Dreadful”

Beauty, as they say, is in the eye of the beholder. And just because on the surface it might not look great, or you personally wouldn’t choose to represent your business and brand that way, it does not mean that the website is low quality as it could be built with a sound architectural infrastructure, have a solid social media presence and a whole host of high quality back links that point back to the site, giving it authority and relevance in the eyes of the search engines.  

 

What Do Search Engines Look For In A Good Website?

DU0O1PCIMH

 

When talking about search engines, specifically in the UK, I mean Google. As according to Statista, Google has an 88.58% dominance for search in the UK.

 

Google uses several factors to decide on how relevant a page is for any given search term. In fact it is commonly believed that there are over 200 such factors which impact how well a website ranks (no one outside of Google can truly know how many there are and comment on their Intellectual Property) These include the number of relevant inbound links, the history of the domain your website sits on and whether a sitemap has been submitted to Google or not.

 

However, there are other factors that can contribute to the success of your website in search such as:

How Many Pages People Visit On Your Website

If your website is good the chances are that visitors to that website will find the content good enough that they want to read or learn more on the subject matter and you.

 

How Often You Update Your Content

In everyday life there are advancements in technology, business, health, welfare, popular culture as well as content on the internet. A web page that was relevant two years ago may not be relevant today. A website that has not been updated for a long time may provide less relevant results than a web site or page produced yesterday.

 

How Long Your Content Is 

Serpiq published research that showed that the average content length for a web page that ranks in the top 10 search results in Google has at least 2,000 words. And it is no surprise that the higher you go up the page, from 10 to 1, the more words they have.

 

Average_Content_Length_in_Words_for_Top_10_Pages_in_Google

 

In the graph above you can see that on average the top result in Google has over 2400 words. The research was conducted across a range of 20,000 keywords and the results suggest that Google favours long form content.

 

Take a look at your website, take a look at the key pages or sales pages and ask yourself does the content provide enough depth and build enough value to keep the user engaged and build trust?

 

How Can You Improve Your Website To Rank Higher In Search Engines?

  1. Use Keyword Phrases That Are Relevant To Your Business.

If you are an accountant. The keyword phrases “Accountant in “Your Town Name” is relevant and important for you to rank for.

 

However this is not the only term that potential clients will search for related to accountancy and therefore your website should contain information that anyone looking for an accountant would find helpful, such as:

  • Tax return dates
  • Budget updates
  • Information on how to perfect a financial statement
  • How to monitor depreciation of assets.

 

The more RELEVANT subject matter that a user can find in one site will increase the authority of your site.

 

Think about the terms your ideal client will enter into the search engines when they are looking for the results that your service can provide. Make a list of them and then make sure that there is content on your website that provides the answers they are looking for.

  1. Optimise That Content For Google

Optimise_your_Website_For_Google

 

In order for Google to fully understand what your website is about it needs to be labelled correctly.

 

There are specific areas on a web page that Google looks at first in order to quantify what your page is about and subsequently where it should index to best serve searchers.

 

These areas include:

  • Page Title
  • Heading
  • Sub headings
  • How Image are labelled – Alt tags
  • URL of the page

 

All of these elements of the page are considered by the search engines when indexing your content in the correct place so that your ideal visitor can find it. But remember that if your page is over optimised, in other words you are writing for the search engines and not for human consumption by using too many keywords, a term known as keyword stuffing, then you will be penalised.

  1. Internal Linking

Internal linking is about how and where you link a page or post to other content that is relevant within your website. The point being that the search engines want to provide the user with the best possible experience they can.

 

Continuing with the “Accountant” from earlier, it would be of benefit if you could then link to pages on your website containing information and references to business audits, financing options and tax optimisation strategies

 

By doing this you are providing greater detail for the user, which will help them make a judgement on your suitability to help them. The search engines will also appreciate this. This will result on the user spending a greater time on your website by visiting more pages , which as I mentioned earlier is a factor that Google uses to rank your site.

  1. Write GREAT Content That Attracts Inbound Links.

If you want to rank higher in Google you have to Write Great Content

 

An inbound link is where another web site owner provides a contextual hyperlink back to your content from their site.

 

Google and the other search engines rely highly on other people linking to your website in order for them to establish how popular your website is. The more popular the website, the higher your return in the search results.

 

The goal here is to create highly valuable, unique content that people want to talk about and share.

 

The more people that link back to your site signifies to the search engines the popularity and value of the piece of content.

 

The more people with authority on that subject matter that link back and share the better.

 

For example an educational body that provides accountancy qualifications providing a link to a local accountant is more valuable than a backlink from Julie’s cake bake.

 

The quality and relevance of inbound links is often more important than quantity.

  1. Have A Social Media Plan

Social signals such as being liked tweeted or +1’d indicate to search engines that your website and content is popular.

 

That is why you need to have a social media plan that includes identifying which social channels your customers frequent, tracking social conversations, trending topics, managing your online reputation and developing and sharing optimised content.

 

By ensuring you can easily create and post relevant content to social channels on a regular basis, you will not only improve your search rankings, but reach more potential customers when your content is linked to, liked, or shared.

 

Search engine optimisation techniques are constantly changing. What doesn’t change, and in fact becomes more prominent, is the fact that if you invest the time creating quality content that has value with the readers on a regular basis you will be able to improve SEO and find your site and pages getting top search engine rankings, driving more clicks and ultimately converting to a higher number of sales.

  1. Cater For Mobile.

  2. 37F02BDB97

 

For the past few years Google has made it abundantly clear that they have been working towards making their search engine more mobile friendly.

 

In February 2015 Google made this statement on their webmasters blog;

“When it comes to search on mobile devices, users should get the most relevant and timely results, no matter if the information lives on mobile-friendly web pages or apps. As more people use mobile devices to access the internet, our algorithms have to adapt to these usage patterns. In the past, we’ve made updates to ensure a site is configured properly and viewable on modern devices. We’ve made it easier for users to find mobile-friendly web pages and we’ve introduced App Indexing to surface useful content from apps. Today, we’re announcing two important changes to help users discover more mobile-friendly content:

1. More mobile-friendly websites in search results
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

 

What does that mean?

Well quite simply that Google will provide mobile users with mobile responsive web pages first. And this makes complete sense.

 

If you are on a mobile searching Google and they provide you with a website that you cannot read or whose buttons you cannot click because they are too small, then chances are you will go to another site. Over time if you continue to get presented these sites that leave you frustrated and unable to use you may choose to move to another search engine that provides better results.

 

Google wants to provide the user with the best possible search results, coupled that with the fact that in the UK the Smartphone has become the most important way for people to get online. Therefore, how your site ranks will also depend on whether it caters to a mobile audience.

 

Search engine optimisation is a constantly evolving landscape. What works today may not necessarily have the same effect tomorrow and that it is why SEO is an important part of any online marketing plan.

 

To make sure that your site out performs your competitors in search and not the other way around then you need to be producing quality content on a regular basis that is relevant and builds you and your brand to be the authority in your niche.

S3JE5YAMND

 

A website’s performance rises or falls depending on the implementation of the factors discussed in this article, but there are also many more.

 

This Leaves You With Three Options To Improve The Status Quo:

  • Option1: Do It Yourself
  • Option 2: Task an employee to take charge of it.
  • Option 3: Employ a professional to do it.

 

Do you want to spend the time writing a two thousand word post, optimise that post for search engines, spend hours marketing that post on social media sites, emailing it to your list of subscribers or clients, looking for relevant sites that may be interested in sharing or linking to your content? Not many business owners have the time or the inclination to do that.

 

And that is why those select few businesses that choose to either invest the time or invest in the services of a professional search engine optimisation consultant will stand a far greater chance of gracing the top spots of the search engines for commercially viable keyword terms.

 

So next time you look at a competitor’s website that ranks above yours in Google and you consider it ugly, there might be a lot more time and investment gone into gaining those search engine results than meets the eye.

 

If you want to know more about building a website that works for you then download our FREE Blueprint!

Click here to turn your website into a client generating powerhouse

It’s Time to Shout Out the Benefits of Chiropractic Treatment!

It’s Time to Shout Out the Benefits of Chiropractic Treatment!

 

For many people,

the world of chiropractic treatments is a vast unknown, and as its use by the NHS is limited it’s something that many people are missing out on. 

 

In a recent interview, Andrew Lloyd Webber talked about how visiting a chiropractor completely turned around his outlook on life as it solved problems he’d been having for such a long time that multiple surgeries had done nothing to ease.

 

After having 18 general anaesthetics in one year (2013) alone he said,

“Then I met a chiropractor and I’ve never looked back. I saw him every day for about eight weeks. And three months later I thought it was time we did Cats again.”

 

How do Chiropractors Get their Message Out

So how do chiropractors get their message out to a wider audience, who are probably in the dark about chiropractic and don’t know that it could help them?

 

A Great Web Presence

Being online isn’t just about having an old website from 1998. You need to have an easy to find, user friendly website that allows patients to find you quickly and easily. You also need to make sure that you can be found by new patients who may not know about your treatment, but who may be Googling their symptoms. Many people spend the majority of their time online using social media, so if you want to be seen make sure you are on social media too.

 

Reviews and Testimonials

Show the world the great things your practice does! Reviews from satisfied patients are great because they speak directly to all those other potential patients who are looking for affirmation that coming to your practice will be a good experience.

 

Videos

A short video will go a long way to showing the true character of your practice. Consider making a video of a happy patient or a behind the scenes at the practice video. Video helps to make things seem more real, and patients know that video testimonials are hard to fake. It will also give patients a glimpse of your practice so they can see for themselves what it looks like. (click on the image below to see a video from one of our private dental partners)

 

 

We’ve worked with businesses in the healthcare practices across the country to improve their Online Reputation and to help them reach out to new patients. If you would like to know more about how you can improve your practice’s reputation, grow your reach and win more profitable patients then call us today on 0161 850 4413 and we can help you make some immediate improvements.

Are You Social Media Savvy?

Are You Social Media Savvy?

Social Media is a really powerful marketing tool,

After all it is where most of your customers spend their time online – no matter what line of business you are in. Unfortunately, very few businesses, whether B2B or B2C get their social media strategy right.

 

Ineffective social media is at best a waste of everyone’s time and, at worst, bad for business.

So how can you be more social media savvy?

As with any form of marketing, a good strategy is needed and with a few tweaks along the way it’s what can set you apart from your competitors.

 

What are your goals?

First of all, what do you want to achieve with social media? Is it to raise awareness of your brand? Do you want to increase traffic to your website? Improve sales or encourage customer loyalty? Most likely you will want something of a combination of all of these, they’re not mutually exclusive! However, in order to be clear about your message you should focus on achieving one or two simple goals. If you use the scattergun approach to try and tick all the boxes you will end up with a confused audience who will pay less attention to  you as your communication to them isn’t clear.

 

Set Objectives

One place where many businesses go wrong with social media is by not setting clear enough objectives. It’s not good enough to simply post whatever you feel like to social media (as you would on your personal profile) is you expect to see clear business gains.

 

Try using SMART objectives (Specific, Measurable, Attainable, Relevant, Timely) based on the goals you thought of earlier. Make sure you can measure the goals you set. There are dozens of different online tools available to do this, many of them free. If you find that something isn’t achieving the results you want then tweak it slightly and keep track of the changes you see.

 

Know Your Customers

The key to any successful social media strategy is understanding your audience. There’s no point in curating a beautiful Pintrest page full gorgeous images if your target audience are more likely to be sharing cat videos on Facebook.

 

If you really have no idea about who your customers are and what they like then you could run a survey of everyone you serve just asking what sites they use and what they like to see online. From here you can start to build up a detailed profile of who your perfect customer is and tailor both your content and where you post it accordingly.

 

What Are Your Competitors Doing?

Social Media is a very open environment. What’s great about this is that you can clearly see what many other businesses in your niche are doing. Spend some time searching for businesses similar to yours and see what they do on social media. Find out what seems to be working for them and see if you can adapt something similar for your own business. You don’t have to stick close to home either, look for successful competitors in other cities, or in other countries and find out how they are interacting with their customers. The customers they are trying to appeal to are the same people that you want to win too, so what works for them might work well for you too.

 

Choose your Platform

Don’t ever feel like you have to have a profile for every single social media site that exists. Different social media channels suit different people and different businesses, so it’s likely that not every site will suit you. For example, Linked in is very good for B2B relationships, while Pintrest is more visual. You can’t post the same content on those two sites and expect it to work. Think about what is best for your business – for example my business doesn’t have a Pintrest page because we don’t produce enough images to really engage with people there. We do use Google+, Facebook, LinkedIn and Twitter though because each of those sites fulfils slightly different roles for our Business (Click the links and follow us to see for yourself!).

 

You might also find that using too many sites will stretch you too thinly and you aren’t giving the quality attention to each group of followers that they deserve.

 

Plan your content

There are two important things to consider with content. First, the frequency. In order to really build up a relationship with your followers you need to post regularly enough to stay in their minds, but not enough so that people will become annoyed and unfollow you. There’s no right way to do this, it depends a lot on your own style and message. There is a wrong way way though, and that’s to post tons of stuff all at once and then forget about your page for 6 months. If in doubt, post consistently a few times a week and build it up from there.

 

Secondly, you need to deliver a good mix of content to keep people interested. Whilst everything you post should be in line with the objectives you decided on earlier, you should try and mix the formats up to speak to people in different ways. For everyone who loves an infographic, there will be others who only watch videos and all of those people could be your potential customers, so don’t forget to speak to them in different ways. Mix up your own blog posts with interesting items from other sources, local news and events or fun snippets.

 

Finally, remember that no matter how good your content is you need to engage with people to get results. Start conversations, offer advice and don’t try too hard to sell. It’s about being social!

 

If you’re not sure where or how to get started then check out our Social Media Packages!

 

What are your top tips for social media? Has something worked really well or not worked at all? Leave your comments below!

5 Ways To Add Social Proof To Your Website

5 Ways To Add Social Proof To Your Website

5 Ways To Add Social Proof To Your Website

Social ProofThe term Social Proof seems to be popping up more and more in relation to brands and marketing, although the concept itself is far from new. For those of you who haven’t come across it, Social Proof is the positive influence created when someone finds out that others are doing something.

According to Wikipedia, “Social proof is a type of conformity. When a person is in a situation where they are unsure of the correct way to behave, they will often look to others for cues concerning the correct behaviour. When “we conform because we believe that other’s interpretation of an ambiguous situation is more accurate than ours and will help us choose an appropriate course of action,” it is informational social influence.”

So how does this relate to your business? Put simply, people want to see that others have worked with you, or bought from you, or would recommend you. They want to know that they are not a guinea pig for your services, and if they can see that other people have been there and done that, it makes it an easier decision for them to go ahead and do it too.

Leveraging Social Proof on your website is a great way to help you influence buyers, improve your conversion rates and enhance your reputation at the same time. There are plenty of ways you can achieve this, here are my top 5.

  1. Reviews

Product reviews are something we’re all really familiar with. They’ve become part and parcel of the way we buy. Think about some of the biggest sites on the internet: Amazon, Trip Advisor, eBay; they are all well known for promoting products via other peoples’ reviews. Whether you’re buying a holiday, a car or a blender the chances are you will look that product up online and see what has been said about it.

If your business sells products, then you need to make sure there are some reviews of those products for your other customers to read

  1. Testimonials

A testimonial from someone can have incredible power over other potential buyers. They show that you can be trusted and that you are approachable because other people who are independent of your business are telling them to choose you. Video testimonials can be particularly persuasive as the person watching the video can get a real sense of how genuine your business is. Well placed, well worded testimonials on your website can leave a lasting impression over and above any other words you’ve written.

  1. Case Studies

Case studies take testimonials to a whole other level, offering a more in depth look at a particular relationship. Buyers, especially those considering a more expensive purchase, or those thinking about embarking on a longer term working relationship with you want to be able to envision the entire process from start to finish. Case studies that take people on a journey of what to expect, perhaps even including a few bumps in the road, can prove to potential partners that you are in it for the long haul. By showing that you have established good long term relationships with existing customers from a similar background to your prospect’s  you are enabling those prospects to picture themselves working with you too.

  1. Endorsements

In certain situations finding someone to endorse your brand can work wonders for attracting new customers by positively impacting your brand. A local Celebrity, business leader or other well known figure who is happy to lend their name and a few comments to your website or marketing collateral can mean that they also bring their fans and followers to your brand too. By having a big name associated with your business you will be seen as a leader, which is the kind of powerful social proof that many brands aspire to. If an endorsement sounds like something you’d like to do, think carefully about who your ideal customer is and choose a figurehead that represents both you and them. An endorsement from an inappropriate name will only confuse your customers and may even turn some people off.

  1. User Generated Content

User generated content is any content that is posted by your customers. It might be your Dental patients posting pictures of their new smile to Facebook, or someone mentioning your Estate agency in a picture of them getting their new house keys. User generated content, particularly image and video is fantastic as it shows real interaction with your brand. One way to encourage this is to ask people make a short video and post it to YouTube, or to ask people who visit to check in on Facebook. If you run any kind of event then make sure to let people know that you have a hashtag for it.

It’s not always easy to get people to interact with your business, but if you persevere you’ll find that the more people who join in, then the easier it will get. Few people want to be seen as the only one liking something, or to be the only one with their name on your website. Flip that around, and if you have photographs of 20 happy customers who have all left great reviews of you online, then more people will want to join in with that.

Social Proof is all about people and relationships, and if you invest in your customers with a great service then they will be happy to share your business with their friends and family. Every single person you interact with has the potential to tell others. What will they say about you?