Posted on Wed, Jul 28, 2010 @ 01:47 PM
Site Speed
Many website operators may not know or have just become aware that Google now takes into account how fast your web pages render. This will affect your overall Google Page Rank and for good reason. Google realized that web pages that take longer to load have a higher bounce rate than faster loading pages. Through additional data collection Google found that increasing site speed also reduces operating costs. Although there are numerous ways to improve overall Google Page Rank, website operators should pay attention to how quickly your sites open. Check out Hubspot's Website Grader to find Google Page Rankings.
Tend To Your Website Often
- Handle existing content with a close eye on where your niche market stands
- Create new content constantly with new links
- Carefully analyze web analytics to see where your website stands
- Promote your website through various social media outlets
- Build upon your existing relationships
Duplicate Content Myth
There’s an ongoing rumor that Google penalizes a website for duplicating web pages, but it’s not so clear cut as one would think. In a perfect world the most original content is what Google would prefer, but it’s not to say that they wouldn’t rank a page on top because it wasn’t unique. What’s more important is improving the text links to change the overall web page rather than the content itself. Google might not index a webpage if it is exactly duplicated, but it will index a page if you provide quality links and the best links will rank at the top. If you’re constantly worried about duplicating a page, use a 40% mark for making the website content unique.
Establishing Calls to Action
If you’re a website owner and cannot answer the question, “What are your calls to action?” then you have a problem. Creating a Contact Us Form, Subscribe by email, Subscribe to our blog, are all desired objectives for users to your website. Creating these forms is important because their conversion rate will become a great measuring tool for the success of your website. Also, it helps users achieve their overall needs which can be gauged through an experimentation process, distinguishing which forms are most helpful.
By Cameron Moulton, Internet Marketing Associate
Posted on Thu, Jul 22, 2010 @ 09:34 AM
Does your brand have incredible stench to it that makes marketing campaigns difficult to provide viewers with quality content? Do your viewers find that your content is only “good enough” and never exceeds expectations beyond the norm? The Old Spice Man, Isaiah Mustafa, may have a few words for you and your underachieving content. He possesses a humorous ignorance to him which has viewers just dying for the next Youtube video. “The man your man could smell like, but never be like,” he says, making women go crazy about him and men wanting to go for a long run. Old Spice’s campaign began with a twitter comment that could have changed the entire image of Old Spice, whi
ch read “Today could be just like the other 364 days you log into twitter,” it read. “Or maybe the Old Spice man shows up.” And with that comment sparked a viral frenzy for Twitter users. The Old Spice Man began firing off videos last week with answers to questions posted by Reddit, Twitter, and Yahoo users. Someone could ask a question and within minutes, receive a video response to their question. What impact did this have for Old Spice and its image? Well, for me and people I have spoken to about their videos, it has transformed the Old Spice image from a brand for old men to a brand for real man. The Old Spice Man possesses a younger, stronger, more appealing image that is capable of attracting the most desirable women. Let’s review what The Old Spice Man’s campaign accomplished:
Reinvented its Image
With a name like Old Spice it’s only logical that one would assume the deodorant is for old men, not surprising given that “old” is in the title. Go to a CVS and just look at how many deodorant products are on the shelf. Most of the newer products grab your attention with their cooling effects, invisible stick, clinically protecting labels that entice younger generations to buy their products. Old Spice, however, was first introduced in 1937 and improvements have been minimal throughout the years. They have been around for a while and something had to be done to reenergize the Old Spice brand. The Old Spice Man has brought new life to an aging product through a series of hilarious videos that started with their Old Spice body wash commercial.
Real Time
It seems like anyone online in search of an answer isn’t willing to wait more than 5 minutes. The Old Spice Man targeted those itching for answers with video responses within minutes of their questions. Each and every question on social networks was answered. Old Spice was able to create loyalty, an online relationship, and a caring sense for its viewers.
Built Connections
Not only was Old Spice able to reach out to anyone who had questions but they also connected with networks like Gizmodo and Biz. The Old Spice Man not only gave thanks and praise for their tweets but even went as far as making fun of them. His ability to make fun of them, while still expressing appreciation made the videos hilarious. He was able to address the media, celebrities, and news outlets and even designed personalized messages.
Posted on Mon, Jul 19, 2010 @ 11:32 AM
We recently introduced the value of providing viewers content-based information, but it’s time to look at a much more interactive solution to providing information. Webinars have become very popular since they became capable of informing viewers, “live”. This is a very attractive setting and allows interaction with the speaker of the webinar through Q&A sessions, surveys, and polling to increase product awareness. Typically, participants will be e-mailed a powerpoint presentation before the "live" webinar begins to give an even better understanding of the topic. I enjoy webinars because it gives me a chance to respond to the speaker without the added pressure of an entire room of people wondering, “Why would he ever ask that?” Here are five reasons to use webinars and how they can be used efficiently.
1. Create Brand Awareness
There is great response to an event being “live” and having the ability to hear the "real voice" of the speaker. This gives your viewers a chance to interact with you and others in an attempt to inform and notify what services you intend to promote. “Live” webinars are a professional setting that can take place virtually anywhere, which makes it a very attractive place for viewers.
2. Interaction
What viewers love is the fact that they can break down components of the webinar into what he/she finds most interesting and have the ability to ask questions that are of importance to them. This eliminates the guesswork of creating content online because you’re able to instantly respond to what is being asked. Also, if you’re providing information that is resourceful to others, it can be passed on virally in the form of the webinar's video file. That can be the easiest form of promotion without actually having to do anything yourself.
3. Build A Community
This is about as close as you are going to get to having a one-on-one meeting with a client without actually having to move from your desk. “Live” webinars allow thousands of viewers from all parts of the world to attend your meeting. Such a feat simply cannot be achieved through simple content production. Once you provide valuable information, your viewers will be hooked and an online relationship is born. Creating a series of “live” webinars will attract a following that will need more information and have even more questions that you can respond to instantaneously. This in turn creates brand loyalty for your product.
4. Convert Visitors into Business Partners
Webinars will help you find out who really is interested in what you have to say. Before having webinars, you may have been missing out on a niche market that you didn’t think was there but was starving for information. From your new niche markets, you can target these visitors to form partnerships. If anything, these visitors will inform their current market about the value that you hold for them.
5. Generate Income
With the ability to promote your product “live”, you’re able to sell your product without the sales pitch. All you’re doing is providing information about your product to those interested. It’s not as if you’re going after them for a sale, so the information you provide is much more valuable to those in need of answers. Conversion rates will rise with the addition of webinars and that is added revenue for your company that was missing beforehand.
By Cameron Moulton, Internet Marketing Associate
Posted on Wed, Jul 14, 2010 @ 01:50 PM
A great way to provide quality information to your readers is by creating e-books on your website. An e-book (electronic book or digital book) is an electronic version of a printed book that can be read on a computer. E-books are great because they are usually short documents that go in-depth on a particular subject that you or your company is well-versed in. An effective e-book will often be much more interactive and engaging than any document you will find on a website, one that contains links for viewers seeking additional information.
Why e-books?
- It’s easy to do- Basically all you need to create an e-book is a PowerPoint software, which is a cost-effective solution for creating a valuable source of information.
- It’s an attractive document– With e-books, it becomes much easier to get your viewers involved and interested in the document. From an e-book you could create links, offer a printable version of the text for referencing, connect your e-book to blog articles, and promote it across social media channels you have a presence on.
- Make your e-book free! – Making the document free is the key to getting your viewers attracted to the downloadable document. Your e-book will become a part of your next email marketing campaign, the document can be blogged about it in your next article and can be traced through analytics to see exactly how the e-book is performing.
- Make it a fun document – The difference with e-books is the ability to make the document much flashier than most documents. When creating your e-book always be mindful of your audience. Including videos, links, step-by-step processes, and other engaging content will further enhance your document.
Creating an e-book or a series of e-books is a great marketing tactic because it can be used in a variety of forms. Our website provides users with a form that must be filled out and then the document can be downloaded. This ensures a company that viewers are indeed interested enough to fill out a form, which is just more positive feedback for your content production. So engage in the production of e-books and keep your audience in mind.
By Cameron Moulton, Internet Marketing Associate
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Posted on Tue, Jun 08, 2010 @ 08:14 AM
"Content is king." In order for any website to have a strong search engine optomization presence, unique and relevant content is needed. New content enables link-building and sharing programs that leverage new pages off-site. There are three types of pages for construction: static pages, landing pages and blog pages.• Static pages are pages constructed with either corporate or product tonality and will serve to provide info-seekers more details about the company or your solutions. These pages are more formal in structure.
• Landing Pages are specifically built for promotional offers or lead captures. They are typically constructed around a form and provide heavy bias towards action.
• Blog pages are more informal and serve as a way to 1) create more unique pages for your website to get found by more people, and 2) provide a means of engaging info-seekers, prospects and customers beyond an initial or intermittent visit to the website. Blogs offer a subscription, where new blog articles are promoted via email or RSS feed.
Page production methods
All methods of page production have a cost, whether monetary or use of time and resources. Page production plans should be discussed in the framework of company time and resources available to the program, or alternatively budget for outside content sourcing. Page production methods include:
• Company thought leadership - The intellectual property that is locked in a company often resides in its human capital. Key employees often hold expert information, experience and opinions that are prime content for SEO because it will drive info-seekers who become prospects at some point. This is the preferred method of page production, but also the most problematic for companies to manufacture.
• Re-purposing - Most companies have great content that has already been created in the form of white papers, proposals, presentations, and brochures. This information can be re-purposed for the website with some re-construction and SEO.
• Outsourced content - For some companies, the paid content option makes sense and can be budgeted for. It's a solution for companies that can't commit to the obligation of thought leadership page production, but realize they still need a content plan to succeed.