After studying for my A levels, I got a summer job, it was selling camera equipment at a high street electrical store.
At 18 years only I thought It was great and absolutely loved it.
This was the 1980’s, before the internet.
People couldn’t go online and browse around and find information about the product they were interested in. They had to come to someone like me to tell them about the latest model and get my opinion.
This was also before smartphones, so summer was a bumper time for cameras as people were going on holiday and they wanted the latest gadgets for their holiday snaps.
But as I was going on to study photography I found nothing more exciting than to read up on all the products and try them out, and then passing on my thoughts and opinions to punters who came into the store.
Thing is, people trusted what I said, I knew my stuff and I was considered an expert by the people who came to the store and as a result, I sold a lot of equipment and made quite a bit of commission from that summer job😁.
It’s different nowadays, isn’t it?
With the internet, the way you communicate with clients has changed, but the process remains largely unchanged.
People still want to know about a product and they want a trusted source to rely on so they can make an informed decision.
With the increased availability of information online, people are able to educate themselves about products like never before. They demand quicker and more convenient solutions than ever before in response.
So how can you do that nowadays and have the same effect as someone standing behind the counter demonstrating products and providing their expertise about products?
Looking at many websites as I do, it still amazes me that many businesses don’t think about what their website says to a potential client, it’s all about them, not about the customer. This is a glaring oversight and one which works against what a website is supposed to do which to get traffic and convert it into customers.
Give Your audience what they want
Online businesses must adopt a customer-centred philosophy instead. A simple yet effective way to do this is to use inbound marketing. It’s a really simple yet powerful strategy and is the first thing we do when we create content for clients.
Consumers want to believe they are making the right choice and speaking to an expert like you. This can be done by creating your own customer journey that nurtures your target audience providing detailed answers to all the questions they want to know about your product.
This simple yet powerful strategy and is as easy as it gets. if done correctly it has the effect of positioning you as the expert (which as a business owner, you are), and the client will naturally be inclined to trust your opinion and to go one to make their purchase through you.
This is the basis of creating valuable content that answers questions, solves problems and positions you as the authority in your market
I Get That it’s simple, I just haven’t got the time!
Most small business owners are just too busy to focus on sales and marketing. They end up getting stuck with clients that don’t pay well or aren’t a good fit for their company.
The best way to grow your business is by focusing on sales and marketing, but it can be hard to find the time or know where to start. If you want more clients without having to spend all of your time on prospecting, there is a way to help you make sense of everything there is about sales and marketing so that you can get back in control of your own destiny!
Get To The Top Of Google Scorecard is a quick and easy quiz that takes less than two minutes to complete. It generates a personalised report based on your answers and provides valuable insights about what you can do to resolve areas of weakness in your digital marketing strategy to help you conquer the search engines and get more customers through your website.
You may be wondering what marketing channels are best for your small business. Luckily, there are many ways to market your small business and it is important to understand which ones will work the best for you. In this blog post, we’ll discuss a number of digital marketing channels that can help you grow your company!
let’s get into it…
Leverage Google’s Tools for Businesses
Use the tools google provide which are in many cases free to use. Here are a few suggestions.
The first couple in the list below are more to do with carrying out some marketing intelligence, as you probably what to start with finding out what people are interested in?
Google search engine:
Sometimes business owners or agencies think you have to buy expensive tools to be effective or to understand your market and retrieve data, but that is not the case.
By using your brain you can simply use Google’s free search engine to simply research for Keywords you might want to use for your small business marketing or for what your competitors are up to.
But don’t just aimlessly browse around, have an idea of what you’re looking for before you start with any search engine intelligence gathering, such as searching for popular terms In your industry and seeing what Google returns.
Make notes of what you see and identify patterns or competitors who keep on showing up in the results. This is important, as these results are what Google think are relevant enough to position on page one for your query.
Track your site’s traffic to find out which pages are most successful on your site, who is visiting it etc. You can also set goals so you know when they’ve been reached
This is a free tool that allows you to create a basic website, but if you use it strategically you can use it as another layer to your marketing on top of your main website. The great thing about a google site is that it automatically updates itself with any posts you create on your Google my business account, so if you do this regularly it keeps that google site up to date and represents a further layer of content that is getting published regularly on the web.
This is such a great tool for analysing your market and is an amazing tool to explore what is trending in your industry. It’s especially useful for businesses who are trying to figure out what is popular in their market and the trends over time.
It provides trending data directly from Google search data so you know it’s accurate and based on actual data of what people are searching. You can see trends for any given topic or search term, not only on a global level but also in your country and even down to a regional level.
This is another tool we use every day, it’s simple yet can be invaluable.
If you want to monitor a brand or a competitor, google alerts is an easy way to make sure you’re updated on what’s going on in your industry. You can also set alerts for new online content so that when a blog post or article is published or someone mentions your company, you’ll be notified!
create an alert by entering the search term and email
Google will send updates to your inbox based on keywords
Google My Business:
Google My Business is an important tool for small businesses, especially if your audience is local and based in close proximity to your business.
It’s like a social network but based around googles own search engine, but with a local bias. It displays local results of a query relevant to the location within which it’s searched, which according to Google’s own research, accounts for over 50% of all searches carried out across the internet as a whole.
Anyone who uses Google will have noticed these locally based search results which normally appear as three business listing along with a local map at top of a relevant search results page. A lot of the time it will be accompanied by a knowledge panel with details of the business google thinks is the most relevant to that query.
This is an incredibly powerful way to marketing your locally based business and is essential to being found in your immediate area by people looking for your product/services
Use social media effectively
You don’t need me to tell you that you need to market your business through social, buy just pick the ones that make sense for your industry and don’t worry too much about the others.
Depending on where your audience is, consider the most popular ones from the list below.
This is one of the biggest social networks in the world with over a billion monthly active users, so it makes sense for small businesses to consider setting up ads and pages here. That being said, be aware of your audience and if they are going to present on there, which may not be the case if your industry is more b2b than b2c?
A microblogging site that’s been around since 2006 but is not focussed on one type of audience or demographic so it’s considered to be the most impartial social network.
The social network for the business world. This is where professionals go to find jobs, meet other people in their industry or field and can be a valuable tool for small businesses looking to build relationships with other companies and as one would imagine is best for b-to-b clients.
The second most visited website after Google, youtube is great for marketing because you can upload videos which will allow people to go back through them later and they’re also searchable meaning you’ll get traffic from those searches too! And as a video has a huge share of traffic on the internet, this is a great way to reach your target audience.
is part of Facebook, and is a photosharing social media platform popular with millennial’s, with over 600 million active monthly users. It is also a good way to get people to share your content and you can build brand awareness by using filters which means that the photos look more attractive.
Tik tok is an app. It is really popular with 12-18-year-olds, but it has become popular with people who are older and businesses trying to promote their products through video. It has become one of the fastest-growing apps in recent years and a lot of businesses are starting to adopt the platform for marketing their products.
However, as the demographic is of a particular type, you need to be sure that your audience before jumping headlong into it…
if you own a business that provides Emergency plumbing or roof replacements perhaps think twice before spending a lot of time and effort marketing your services on this platform.
Use your own Business Blog
Spend time blogging on your own website blog is a great way for you to talk about the business, keep people up to date with what’s going on and attract new clients.
Its also been shown that you get more traffic to your website and more engagement if you can provide high-quality content which can provide value to your audience.
Things you can cover on your blog are things like:
tips for running a small business in your industry and for your audience news within your business Behind the scenes in your business to give people a sneak peek behind the curtain where most customers never get to see.
Most business owners ignore this because they think it’s hard work coming up with content to write about, which to a certain degree is true, but it is so worth the effort.
But remember if you think it’s hard for yourself to blog regularly, if you have other members of staff, ask them if they would be interested in writing some posts too, you never know, someone may jump at the chance… if all else fails you can always rely on your friendly digital marketing company that will blog for you either as a stand-alone service or as part of a larger digital marketing strategy.
Marketing your business through your email list is a great marketing channel that a lot of small business owners either don’t do or get so wrong, but doing it the right way is one of the most cost-efficient ways to market your business and to get new customers.
It can be really great for small businesses because they can integrate it with all of their other marketing channels such as social media, blogging and of course add it to their website.
The most important thing about email marketing is that you need a set schedule for when you are going to send out emails, how often the recipients will receive them, and what content they will contain so its not too much or too little information.
One way to make sure that people are kept interested and don’t unsubscribe from your mailing list is to offer them something of value in each one, This could be an article on running your business or simply some useful tips about how your reader can achieve some results either using your product or learning how your product can help them solve their problem!
The thing that most business owners do when applying email marketing is to just send emails about their business… and while that is ok to do occasionally, you really need to think about the customer more and what they want to know more about and why they have subscribed in the first place. If you can do that, there is huge value you can get from your email subscribers
The more value you can provide to your subscriber, the more likely they are to think about you and your brand as being an expert and more likely to consider buying from you when they are looking to purchase the service or product you offer.
Using paid traffic is a great way to get new or existing customers to your site, and if done right can be very lucrative. The problem is that a lot of site owners think it’s simply a matter of pointing an ad to their site and that’s it.
That couldn’t be further from the truth and those who have done it wrong find that it can be very expensive with little reward. so you have to be clear about your objectives and outcomes and plan out the campaign before spending a cent.
The key to success with paid ads is how to use the traffic to achieve your goals that you should have arrived at in your planning. So if you want to sell a product for example, then the goal of your campaign is to get as many people who are looking for that product and show them your product. If you want to grow awareness, then it’s about getting visitors onto your site so they can learn more about what you offer and then perhaps get them to sign up as an email subscriber.
One other thing – in digital marketing timing matters a lot because each day or week will be different depending on how competitive things are at any given time. So if something works today but not tomorrow, don’t keep throwing money into doing the same old thing when there may be better opportunities out there waiting for you.
The best way to improve ROI from paid ads is by using conversion tracking software: this allows you to see every visitor you’re sending through to your ad campaigns and know exactly which is working until you’re in a position where you have an optimised campaign which is In profit.
Many of the suggestions made in this post can be regarded as constituents of SEO, but having an SEO strategy allows you to unify all of your efforts to result in a coordinated approach to your small business digital marketing to get the desired results.
Search engine optimisation is one of the most important digital marketing channels because it’s free and you can improve your rankings on Google, Bing, Yahoo!, etc. by taking some of the actions described above and by doing some research to discover the best keywords for your industry and using that information to provide value-based content and posting it across the internet.
Many small businesses don’t use SEO because it can be regarded as too complicated and time-consuming, but there are many free tools you can use to simplify the process.
It all starts with a good digital marketing strategy! and it allows your business to reach out to and be seen by potential customers in order to increase sales or leads.
You never know which channels will work best for your particular target audience so trying things out and trying different types of channels should be considered as part of any solid digital marketing plan.
Digital and Traditional PR
This may be a surprise to include, as most small businesses think this is for larger businesses, but that is not the case. PR is becoming more important with the digital age, and traditional PR still works well for some small businesses.
At its simplest it’s just a matter of looking at what publications are out there, either locally or in your industry and then finding out the people who create the content or edit the publication.
This is probably the easiest thing for an individual to do as most can be found online with a little bit of thought and perseverance.
The key to this technique however is understanding what these people want. They are busy and they are typically under pressure to fill a blank page with something of interest for their audience.
This is where you come in by providing that interest on a silver platter. All you have to do is have something ready to offer them and make it as easy as possible for them, so this needs some planning.
All you need to do is to think about all the things they would want to run the story, images, a great tag line and some copy that is well written and a little different. When I say different, I don’t mean it has to be something that hasn’t been done before, most things are after all are recycled, I just mean you have to give your story or event a different angle, something which fires the imagination.
An example of this would be that one of our clients who does this very well have an annual charity walk to raise money for their favourite charity. This is for a great cause, and that is the main reason they do it, but by reaching out to editors and journalists, we know it will be picked up by some and will be featured in their publications.
By referring to our client and their company in the article, we know that this will be published and provide some additional free publicity for the business, as well as also doing some great work for charity.
As you can see, it’s pretty simple to achieve, and if done well, you can even become a go-to source for some journalist, which can become invaluable in differentiating your small business from that of your competition in the eyes of your potential customers.
To Round Off
So as you can see, digital marketing is a powerful tool for small businesses, but it doesn’t have to be hard or expensive.
With a little imagination, you can easily get some amazing traction for your business through using these digital marketing techniques.
Then again, if you would prefer an expert to this for your business, we can help you find the channels that are best suited to your industry and budget and do it all for you.
whether you want to do it yourself or for someone else to do it, you can achieve some amazing professional insights into which direction could yield the best results with our free digital marketing review. Schedule yours FREE today!
Today we’re going be talking about something really important and which will help you get more customers. This is a topic close to my heart because I don’t think enough people are doing it effectively, we are talking about how to generate leads using your website.
I’m going to cover two really easy ways to do it as well as giving you some ideas of things you can use to encourage people to go from just being interested into becoming raving fans.
The first type of lead is a direct lead, these are people who have come to the site and they’re ready to buy, they want to talk to you, they want to schedule an appointment or to fill out a form. Later we’ll also go through indirect leads, which are those who need a little nurturing and are not ready to take action just yet as they are still in the discovery stage. I’ll show you how to handle this type of leads in a slightly different way.
Hot Leads Who Want To Buy Now
Let’s start talking about those direct leads – basically, these are people who are ready to go right now so the first thing you need to do is decide on the action that you want people to take on your site, what’s that big call-to-action going to be?
Do you want people to pick up the phone and call you, do you want them to fill out a form giving you their information so you can give them a callback?
I believe in making things as easy as possible while getting the best results, and in this instance, you can do both through the use of a little automation. You can allow people to schedule an appointment or a consultation call with you directly on your website eliminating all that back-and-forth of arranging a convenient time, and best of all, it’s all done on autopilot.
Automate It To Make It Easy Work
For the automation, there are many programs which can help you here, two of the most popular programs are calendly and Book Like A Boss. They are both really easy to set up and allows your customers to pick a pre-specified time that you’ve already chosen. It’s really easy to embed on your site and seamlessly syncs with your online calendars like a Google calendar or Outlook.
What’s even better is that you can even add some pre-qualification questions to let you gauge if those contacting you are qualified prospects for you or not. You can determine if they have the budget, are they the right kind of fit. You can even ask some preparatory questions if there was anything you needed to know before the call to really help you prepare for that call.
Call To Action – Make It Stand Out.
So whatever you decide that main call to action is going be, whether it is to schedule an appointment on your site or just to fill out a form or even to call you, you need a consistent call to action throughout the site. It is therefore important to make it very prominent and style it as a button not as a text link. You want to really make it stand out and one of the ways to do that is to choose a colour for that button that stands out against everything else on your site and only use that colour for that button.
Now since this is going to be the main call to action throughout the site, I definitely recommend placing it in a few key areas, basically on every page and in the main navigation on top, so ideally you’d have your other navigation elements just as text links and then your CTA is going to be styled as that button we talked about.
I’d also recommend putting it toward the bottom of all your important pages. This would be in a single column with a headline on top and the button underneath, positioned in the centre of the column. I also recommend putting it at the end of every blog post as well as on your about page.
What About Those Warm Leads?
So that covers the direct leads on the site, but what about the more long-term prospects who are not exactly ready to convert just yet?
80 to 90 % of people coming to your site today are only in research mode and only about 18 % of those people are willing to talk to you or a salesperson before they’re actually ready. For those people, you definitely want to make sure you stay top of mind for them throughout their entire decision-making process so that you end up making the shortlist when it’s time for them to actually make that decision. The way you do this is to offer them something valuable in exchange for their email address.
The typical way to do this was to offer a newsletter or ebooks, but these don’t cut it any longer, nobody cares about your newsletter, when’s the last time you signed up for one of those? You know they don’t seem very valuable and neither do books anymore.
There used to be a lot of value associated with an e-book, the problem is people have been abusing that over the past few years and people have caught on to it. People kind of expect now that it’s gonna be a three page PDF that just doesn’t go into enough detail to make it worth it for them.
We want to be different and provide value to our prospects so we’re going have to up the ante a little and come up with something a little more irresistible if you want to get those email addresses, and of course I’ve got some good ideas for you here too.
The first one is pretty easy to pull off and that is just the idea of a cheat sheet or a QuickStart guide – now this works great as it’s what we call a content upgrade. So let’s say you have a blog post about a certain topic, this cheat sheet or QuickStart guide is an accompanying download that basically allows people to just download it without having to take notes so that they can act on all those tips. You can have just one of these site-wide or you can have different ones that accompany different blog posts it’s totally up to you
Next up we have a workbook which is definitely an upgrade from an e-book because it offers really clear steps and it promises some kind of an outcome once the actions are taken within the book and all the steps have been carried out. This can be a downloadable printout or you can get a little more interactive with it using a google form where the user can fill it out online. There’s an added benefit to doing it this way because you can set it so the answers the user gives are also shared with you which may give you some valuable insights into exactly who your customers are and what kind of problems they’re facing.
My next suggestion is a little harder to pull off and that’s a video or audio training, now this can be a pre-recorded video or a live webinar. It’s a great way to get a little more personal and connect on a deeper level with your prospects that you couldn’t really do with any kind of written material. Now if the idea of video scares you audio can actually be pretty effective as well, Marie Forleo who’s pretty well-known marketer has her main lead magnet as audio training, people just download it and they can listen to her when driving to work, walking the dog or at the gym.As we’re talking about video or audio you can take this a step further and do a video series. Now what I really like about a video series is it establishes a bit more of a relationship over time and it also promises an outcome once you get to the end of it. This type of lead magnet is really powerful and some of the best marketers use this approach.
Next up, we have quizzes, people definitely love quizzes because they’re interactive and it plays on people’s curiosity, you know they want to see the results at the end. A few great ideas would be to determine if a prospect is right for your product or service or which product or service would be best for your client based on their particular situation.
Next we have a multi-day challenge – this is basically challenging your audience to get the desired outcome or learn a specific skill within a set amount of days, you send them one email a day with a different short assignment. People love this because it’s interactive and it definitely promises a result at the end of it.
The main thing to think about with any of these lead magnets is you want people to be saying at the end of it, wow that free content was so good I can’t wait to see what the paid stuff looks like.
Things To Note For Lead Magnet Ideas.
You want to be sure that it’s that your email that delivers the content as opposed to them having to input their email which results in them just been taken to a landing page where they download it. It’s really important to make sure they know it’s going be sent to their email as that’s how you cut down of people giving you fake email addresses.
Make this opt-in really prominent around your site, think of it as a second call to action right behind your more direct call to action. You want to make sure it has its own landing page that you can link to from social media or Facebook ads if you want to go that direction with it.
As well as giving it its own little mini section on all of your important pages and I’d even go a step further and add an exit intent pop up on all your important pages just so there’s kind of a Hail Mary for anyone who was going leave your site, you’re giving them one last opportunity to sign up.
So, in the end, you should have a call to action for those people that are ready to do business today and one for the people who need to be nurtured a little more long-term.
now I want to hear from you and I want to know in the comments below which of these lead magnet ideas are you thinking about using for your own business.
As a business owner, if you are investing in your a new website, one of the basic functions you are probably looking for it to do is to generate more potential customers through phone calls or email enquiries, right?
Unfortunately, the truth for most websites is that they don’t perform well in that department, which shouldn’t be the case.
In this article we’re going to tackle this issue head on a even provide a little tip which could 10X your phone call enquiries through your website, based on our experience in applying it on client websites. You just need to apply some basic user experience design principles.
But first we have to throw in a small caveat.
Essential For Any Online Success
For a website to be successful it needs two ingredients …Traffic and Conversions.
You can’t get sales without both these things happening on your website. So as we are talking about getting more engagement on your site, we are naturally talking about the conversion part of the equation not the traffic generation.
For a lot of businesses who have a website, one of the biggest stresses is getting traffic to it in the first place, real people going to your website. This is one, if not the biggest problem with websites in general and one which is very common.
Surprisingly however, it’s often ignored to the point that the website itself is forgotten about and scratched off as a required business expense that didn’t work, or the owner is completely oblivious to the fact that is getting no traffic, given that most don’t even track their analytics … I digress.
However, the traffic part of the equation mentioned above is a separate issue which we won’t be covering in this article.
How To Get Click Through Rate
So… lets just say for arguments sake that you have been able to grow traffic to your website to a pretty steady number, you know this as you use analytics to at least track what traffic you are getting.
However, you might still be stressing, because despite having a steady stream of people looking at your site, you may not be getting many, or very few new enquiries.
This can be really frustrating for a business owner, especially if they have invested in any kind of traffic generation, such as SEO campaigns or regularly adding content to the site through blog posts etc.
But here’s the thing, there could be multiple reasons for that traffic not converting into enquiries, including the message used and the keywords chosen on your site which may well be attracting the wrong type of audience.
But lets just suppose that the message is right and you were giving great value and provided solutions for your visitor, yet you’re still disappointed with the amount of leads you would like or expect…
what to do then?
This is actually a common issue and something which a lot of site owners struggle with, no matter how much they tweak and how they change the wording or call to actions, they still struggle with getting those all important new customer enquires, despite them visiting the site.
Most people are not aware of a certain discipline in website design called UX or user experience. It’s really important for you as a business as it deals with the way in which a user interacts with your site.
Four of the most common problems a website suffers from which can be identified as UX design issues are:
Value proposition on the site, so the user doesn’t know what to do and what the benefits of using the site are.
What action do they need to take as often its not that clear.
Building enough trust with the user through reviews, testimonials and social proof
Mechanisms by which you can warm up prospects and position yourself as a trusted business to buy from and how a user can be nurtured through the use of funnels.
As web developers who understand UX design, we feel that it is important to think outside the box when trying to study a website and understand how a user might interact with it.
User Experience Best Practise.
One of the biggest issues we see with a lot of sites can be explained through a couple of factors, out-dated web design legacy practices still being used and the inexperience of some website designers, who may not understand the mechanisms of a commercial website, and how it should be looked upon as a contributor to revenue and profit.
Just by simply considering the potential traffic source of a site one can change the perspective towards a design and immediately improve how it works. An example of this would be the consideration for designing your site for mobile devices.
Given mobile traffic accounts for around 60% of the internet, it’s still bizarre that a lot of website designers broadly design sites for desktop, but crucially don’t change the overall design functionalities to account for that traffic source.
While these sites are responsive in design as confirmed with tools such as google mobile friendly tool and get the green check of approval, nevertheless, you have to remember one thing. Google’s mobile friendly test is automated, and while it is a pretty complex, it basically looks for media queries in the code of the site for different screen sizes which are the unique identifiers to show that the site is built with the prerequisite responsiveness in mind.
What it can’t take account of however, is the way humans might interact with the site in the wild.
This is a huge deal, as given the limited real estate on mobile screens, together with how ergonomics works on mobile, this remains a huge blind spot, even though most designers have taken the time to make sure the site functions, as far as they can, on all sizes of device.
But as we know, looking good and being effective are two separate disciplines. A classic example of form over function instead of form following function.
In essence this is a user experience issue and the type of thing Google is looking for as part of it’s overall quality score, but so too are your website visitors and ultimately the ones with a metaphorical credit card in hand, ready to spend money, with the only barrier being your website and their experience using it.
Ergonomics And Laziness.
One thing we have found which works well for our website clients is to look at the mobile version in a different light, and to view it as an app from a functional point of view. We also draw inspiration from other apps or websites which work well on mobile and then try to incorporate some of that functionality into a clients design, but crucially, hiding it from larger screen versions of the website where it would have no value whatsoever.
Most web designers, for example, will keep the same call to actions on the mobile version as the desktop or tablet version of the design. This often means that a “call us” link, which is a pretty common element of any business website, is in the header of the site. But if you actually think about how you use your phone, this is actually counter intuitive, as you normally use one hand to cradle the phone, then use your thumb of that same hand to tap the screen.
Following this design principle will result in the call to action in the header being out of reach to most users who haven’t got longer than average thumb or unusually small phone screen.
We know that as a whole, humans are lazy, and from a user experience point of view, if something is harder to do, even by just a little, such as having to reach further with your thumb, its not going to happen in most cases, that goes for a call to action on your mobile too.
So our recommendation is simple, always consider how users are going engage with your website, and modify accordingly. In this instance our solution is to add a call button at the foot of a sites mobile screen, it’s that simple.
So If your site is getting any traffic at all and you want people to call you, do this and you should expect to see an immediate uplift in calls.
SEO has evolved, and it’s no longer about having a few keywords dotted around your site to get Google to notice you…
Today your website is about defining your online identity and how you as a business can differentiate yourself and more importantly WIN more business in an ever-increasingly competitive environment.
Your business needs a solid online strategy to help you be found across the internet for the goods and services you sell. But how do you do that without being an SEO ninja?
With a typical website only retaining 97% of your visitors long enough than a few seconds, getting more traffic to your site is not the only consideration, you also need to do something more to keep them there.
Your strategy needs to both attract more visitors as well as make it “stickier” for when those visitors land. They need to be immediately engaged and encouraged to stick around long enough to learn more about what your business can do for them.
Once they have a modicum of trust with your brand, you then want them to engage with your business through picking up the phone and calling your number and/or visiting your store, if you’re a retail outlet.
So, I bet you’re thinking this is going to be really complicated and hard to understand?
Well, that’s where you’re wrong.
From all of the techniques I have studied over the past 20 years, I have found one of the easiest ways to achieve results, and one which most of your competitors probably don’t have and can’t compete with is a blog.
Yep, the humble blog is a gold mine if you are a business who wants to get more customers, position yourself as an expert and become the trusted leader in your field.
Welcome To Our Blog…?
I am sure you have seen them before, a business website that actually features a blog, it’s by no means a rare site, however, more often than not, it’s completely lacking in content…
In fact the internet is littered with business sites that have abandoned blogs which mostly feature one solitary blog post, normally entitled something like, “welcome to our blog” or even worse, the default “hello world” post.
If there is any content, typically, the post will consist of a couple of lines explaining that they’ll be posting updates regularly to keep you up to date with what’s happening… despite it being posted some years back, with no additions or updates.
Whenever you see that, you know that they’ve probably had their site redesigned at some point in the past and they thought it was a good idea to incorporate a blog. Like most businesses, however, once they have posted that initially content, they find the novelty soon wears off and there is no appetite from any staff member to blog regularly, so it follows all the other neglected sites to the business blogging graveyard never to be resurrected.
How Can My Blog Be Different?
If developed correctly your companies business blog will be the thing that can be the differentiating factor and easily help your business stand out from the competition.
What’s more, is that pound for pound it also represents the best return on investment there is when compared to most other client acquisition techniques.
The fact is that despite how unique we all think our businesses are, all industries broadly share the same type of pages, content and ideas across their website.
When you browse the internet and look at websites of small to medium-sized businesses in your industry, you’ll see the same pages over and over again. Typically, you’ll see the “home page”, naturally, then there is the “about us” page, “contact us” and possibly even a “services” page too.
Sure, the content is unique, mostly… The designs are different, but you’ll find the ideas, subjects and pages are broadly the same.
So, if you think about the search engines and how they work, it’s going to be a hard job for them to separate those sites and rank them according to who provides the most valuable content, It’s virtually impossible, even for a Google algorithm. …So, how hard do you think it might be for a potential customer looking for the best supplier to her company or who will give her the best service?
The answer my friend is a blog, and It’s a way to add valuable content to your company’s website beyond the static pages typically found in your navigation bar.
How Can You Get More Customers Through Having A Blog?
Once you make the commitment to your company’s blog, something magical happens…
With a few well-written posts, It instantly catapults you ahead of your competitors.
Once you start consistently publishing content you will start developing a greater reach than your site has ever had on the internet. As well as attracting more engagement with people who will become fans of what you do, it will draw in those people who will want to know more and want to engage with your company.
And because Google is changing from a search engine to an “answer” engine, it also allows you to provide content which can add value for your readers. But crucially you’re able to provide the answers people are looking for when searching for your products or services.
If you can provide the right type of information and do it consistently, it will pay off through your site appearing in top positions for more and more search terms.
The great thing is, as you’re an expert in your industry, producing content no longer becomes about cramming the keywords you think are the best for you website to get the traffic you crave, but instead morphs into content which can answer your customer’s questions and fulfil their needs, and therefore, providing value. All you need to do is think about the questions people already ask you?
It also allows your brand to develop its voice and for people to get to know you as an expert who is also trustworthy and authoritative… Which coincidentally are all the things Google are looking for from a website to determine which they should rank higher. And we all know that if you give Google what it wants, they will reward you in the best way they know how… with more traffic.
If you would like more help with your website, SEO or content strategy for your blog, then give me a call on 03333 448049 and I’ll be happy to have a chat.
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Black And White Boy have been delivering epic results for online brands with SEO and digital marketing since before 2007. Results like this are only achievable through having a robust digital marketing strategy tailored to your situation and applying it methodically and consistently – It’s not some mysterious black magic at work, it’s just hard graft and knowing how to get the desired results.
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