A Common Sense Approach to Building a Great Landing Page

    DartboardThis is part one of a three-part series I’m calling, Content Creation for the Rest of Us in Three Easy Steps. In this series we’ll discuss how ordinary small business owners with no SEO experience can create simple, yet compelling and actionable web pages that create leads.

    Throughout the series, we will use plain English and a commonsense approach to discussing prevailing SEO and web design practices used to build compelling offer pages.

    When we’re done with the series, you should know:

    • Step One: What combination of aesthetic ingredients comprise a great looking landing page.
    • Step Two: How to write awesome body copy that honors established SEO best practices.
    • Step Three: How to monitor your landing page’s traction using Google Analytics. Read the rest of this entry »

    Attention Internet Mavens: Not Everyone Knows What You Know

      Yertle the TurtleEver since Websites for business first became fashionable, small and medium business owners have commonly treated them as an unpleasant expense – a nuisance at best – that they’d just assume wasn’t their problem.  After all, these are people who work tirelessly on retaining the customers they already possess, right? The last thing they’re interested in is pledging time and money to some nebulous idea that their brochure, repurposed on the internet, is going to unleash a floodgate of new leads and customers. And they’re right. By itself, a Website isn’t the point. Often small and midsized businesses only think of a Website as important because everyone else has one. So really, they’re not remotely certain of a Website’s value and don’t understand what the ultimate goal is anyway. So the thought of a Website truly being a lead generating opportunity amounts to little more, in their mind’s, than some flimsy scheme that even worse, probably doesn’t even apply to their industry. Read the rest of this entry »

      What if Your Salespeople Stop Selling?

        Feeding FrenzyLarry Bailin is a talented internet marketer and a nationally sought keynote. Larry’s in his second edition of his book, “Mommy, Where Do Customers From” and enjoys continued success at his firm Single Throw located in Wall New Jersey. Well a few weeks ago I had the pleasure of sitting down with Larry to talk shop. The two of us sat across from one another and covered all the requisite mainstays like what portion of your mix should comprise PPC, how much of your social footprint should be automated (Larry says none and incidentally, I think he’s right) and the two of us agreed that Seth Godin is a keeper. But the typical talking points of our conversation, while enlightening and entertaining in general, didn’t move the needle. Don’t get me wrong; it’s fun to talk to other internet marketers – particularly those that the industry leans on as much as it does Larry. But no. The conversation was cool, but the majority of the time largely academic. The majority that is. You see, something fascinating did happen. Something was unearthed. A fortuitously excavated idea emerged from an otherwise casually enjoyable dialogue between two passionate internet marketers. Read the rest of this entry »

        Five Essential Steps to Writing a Great Headline

          Elmo Does Homework!!!If you hire me to help plan and launch your blog, you’re going to spend some portion of the first three months learning how to write for one. And among the first lessons you’ll learn is how to write a great headline. I’ve spent years understanding what makes for a great headline and likewise, spend a fair amount of the first quarter of your blogging campaign showing you how to do it as well. Writing a great headline or title for a blog post is a craft; make no mistakes. Read the rest of this entry »

          Why Establishing Trust is Step #1 to your Blogging Campaign

            Trust: the catalyst of the open source wayTrust. It’s not a very nebulous term. Yet in social media circles, it has lost some of its shine, some of its clarity, sort of the way Stairway to Heaven and Free Bird have due to overuse and overexposure. Trust, as a concept is, nevertheless, a fairly easy idea to digest. In much the same way we allow the time-tested, the reliable and the faithful access to our fragile and emotional squishy parts, consumers allow brands access to their wallets, if again, trust is and has been present.

            Easy right? Not so much. Read the rest of this entry »

            Social Media Marketers: Avoid Billboard Blogging

              ...mankindI’m beginning to see online marketers trend away from forcing social media down the greenhorn’s throat. This is wonderful news, because it shows that we’re likewise beginning to stop a bit of our own shouting too. As online evangelists, we sometimes lose sight of how noisy we can get when we’re waving the social media flag to signal the troops. Read the rest of this entry »