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.
Posted on Tue, Apr 20, 2010 @ 01:56 PM
I recently coined a new term the "Abyss of Mistrust". It truly sums up the challenge we face with every new client for the first 2-3 months or so; when the client bought into our program, but can't see an immediate return on their investment. At KeChange, we have learned to set expectations that there is some turnaround time to often "crushing" prior internet marketing performance, but we still spend a lot of time thinking how to give the client a comfort level during those first couple months.
Here are some tips that you can use to set and meet expectations during the initial phase of your Internet Marketing program.
Make sure they buy into the program - Before you commence a large Internet Marketing program, regardless if it's a website, social media or email initiative, make sure it's well thought out with objectives, annual goals and a strategy that everybody involved is on board with. Start with the annual goals by determining website leads, visits, links and pages. From there, work backwards in each category to set month-to-month and quarterly benchmarks.
Internet Marketing Program Example
Getting a "buy-in" to the long-term digital plan is the best thing you can do to give your boss or client a comfort level during the first couple of months. You can vary the plan accordingly, to show a slower ramp-up on results-oriented metrics like leads. For instance, maybe you start with closer to 10 leads and then adjust the numbers accordingly.
Have weekly communications with the client - It's critical to keep the client's mindshare and engagement while you are cranking away on delivering your Internet Marketing program. Out-of-site can often times mean out-of-mind. Secondly, you may need deliverables (company information to bulid those web pages) from the client during this stage. At the beginning or end of every week, you should send a simple bullet-point style email that outlines what you did last week and what you will do in the upcoming week. Again, always over-communicate your activities.
Weekly Communication Example
Host monthly results meeting - Every month host a monthly meeting for all relevant stakeholders of your Internet Marketing program. This meeting should be in person or in the form of a web meeting, so you can share activities and data. Keep the meeting simple and to the point. Here is the agenda:
1. What activities you accomplished last month (roll-up your emails)
2. Results - Show projected vs. actual results
3. Finally, simply state your activities for next month
These simple steps in communication will help put your client or boss at ease and ensure the long-term success of your Internet Marketing program. If you do these things you will help yourself stay clear of the early stage "Abyss of Mistrust."
By Stephen Polinsky, CEO
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