12 Proven Methods to Increase Your Traffic

Insider Secrets to Using Emotions to Influence Buyer Behaviour

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Aren’t we all looking for ways to increase our blog and website visits, with the ultimate goal to increase sales? Of course we are. Depending on how much effort you want to use, there are some really great ways to do just that. In this post I share 12 proven methods to increase your traffic. Let’s dig in!

Minimum Effort:

Take a fresh and objective look at your blog. Are you missing some key elements?

1. Add a call to action – this is a big opportunity for you. You definitely want to do this. Are you simply ending your blog asking for thoughts, comments, or ideas? While I applaud you for wanting to engage, let’s take this up a notch. What do you want? When applicable, ask them to go to your website to learn more? Maybe fill out a form to get the ebook. Put in specific calls to action. Don’t be afraid.

2. Improve your headlines – think about magazine headlines. What grabs your attention? For example, what would you read: Body Found in Topless Barr or 

• Lists: 8 Lives Impacted by Unexpected Change

• Social Proof: Why the Kiwanis Club of Fredericton Partners with the Stan Cassidy

      Headlines tied to current events

3. Add your Facebook follow button to your website and blog (and if you use Twitter, do the same)

Medium Effort:

4. As blog editor, there are things that need to be done to blogs to make them better for SEO. One such thing is adding links to other blogs, websites, etc. directly in your blog posts. If your blog is missing links, it’s an easy fix.

It could be done via a checklist box or some other sidebar. It can also be done by referencing similar blogs on your blog, or adding your contact us page. This is quite important to add to your blog as it will help with getting search engines pick you up.

5. Ask people to share. This can be done in your blog post, and definitely done in your Facebook posting of the blog post. Each blog post should be shared on your Facebook page and ask people outright to share. This is important for reach. It can be sharing did you knows or content of other similar types of organizations. Find content that matters to your audience.

6. Check to ensure that keywords are used consistently in posts to boost SEO. 

7. Leverage a Twitter account. That channel is great for sharing and promoting the blog as well as your events. Again, ask people to share your content.

Most Effort:

8. Create videos – the great thing about videos these days is that you don’t need high production. An iPhone and good external microphone and you (your staff or guest bloggers) can easily do a blog interview or highlight video. People love these. Also partner with community members. Share their videos. Have a contest to create videos and have high profile community members be the selection committee. This will generate buzz for you. (Remember videos should be short – two to three minutes is the golden number in terms of length)

9. Create evergreen content – Essentially evergreen content is content that you can repurpose and share over and over again. It could be something specific to an event, a product, etc. Having this content to fill voids is important and takes the pressure off of those involved.

10. Profile employees, volunteers or other key people – this is a great way for people to get to know you better and feel connected. 

11.  Use Facebook Insights to determine what posts are doing better. Insights will also help you determine what time of day and what day is the best for sharing content in order to get noticed. 

12. If you aren’t currently leveraging email to let your audience know that your blog is live, you should. This is also a key strategy to boost visits.

13. (bonus) Increase your blogging cadence. It is proven that blogging at least three times a week benefits organizations more in terms of conversations from calls to action.  

Want to learn more about using content strategies to generate leads, increase brand recognition and grow your business? Give us a call. We can help.

5 Ways Content Marketing is Essential for Top of the Funnel Sales Process

Content marketing continues to be one of the most important tools in the marketing tool box, and it should be.  After all, when done properly, content marketing helps drive leads.  Known as top of the funnel content, or TOFU as we affectionately call it in the business, why not take advantage of good content marketing?  Here are 5 ways content marketing is essential to your top of the funnel sales process:

3 Reasons Why Content Marketing is Important to Top of Funnel Sales, heatherannemaclean.wordpress.com

Image courtesy of alanblume.wordpress.com

1. Buyers Want Content

Think about what you do when you want to learn about something.  Chances are that you hit the Web to research products, services, locations, etc.  The better the information that you find, the more informed you feel.  This is essential in terms of beginning of the buying/selling process.  When a prospect is in the beginning stages, that person wants/needs information.  Give them what they want and what they need.

And, chances are the prospect will develop a level of trust and/or connection to the source that provided excellent and educational content.

2.  Balance the Selling versus Informing

Again, think back to your own experience.  When you research something new as you begin your buying cycle how do you feel when you start reading an article or blog that appears to answer all your burning questions only to find out that it was a cleverly disguised sales pitch?  Well, if you are like me, you are probably annoyed and click out of the site.  The only time that I don’t feel that way is “if” someone has already won me over with great content AND they did so without being all salesy and pitchy.

The lesson here, is don’t make your content all about you, how wonderful you are and how much you can help someone or some organization.  Top of the Funnel Content that works best is content that is helpful, but generic in nature.  People get turned off by this.  TOFU is intended to move prospects from the top of the funnel down to the middle of the funnel, or again as we like to say to MOFU.

3.  Promote Your Content

So, you have figured out what content to create and you have balanced the salesy tone with useful information that prospects will and can use, but now what?  How do you get people to find and read your content.

You have to share your content of course.  You need to determine the right channels to use for your business.  Most businesses tend to focus on Twitter and LinkedIn Company Groups as the place to promote content.  However, don’t forget about Facebook Google+ and LinkedIn Groups.  Be sure to understand how each channel is used.  For example, if you use all of these channels, be sure that you are posting at the right intervals, using images and the right language.  Also, remember not to spam people.  For LinkedIn Groups for example, don’t just join a group to post your content.  Be sure to join appropriate groups and comment and like posts of others.

The goal of course is to bring your prospects back to your website and to ultimately move them down the funnel.  Finding the right channels and sharing will help you do this, provided you aren’t just pushing your own content only.  Remember to build relationships and contribute to the Group.

4.  Bring in the Experts

In addition to your own team of experts, reach out and create a Thought-Leadership Program.  Build relationships with the Thought-Leaders of your industry and share their content and ultimately determine ways that you can have them participate in your content.  A great way to leverage experts is through interviews.  They are very busy and agreeing to do a quick interview is often the path of least resistance.  The caveat of course, is building the relationship first.

5. Practice Consistency Patience

As mentioned in #3, the goal is to bring your prospects back to your website and to ultimately move them down the funnel.  It would be great if this happened immediately and with every post.  In reality however, this is not quite how it works. It does take time, consistency and patience.  Posting good content on a regular schedule is critical to your success.

When you combine these four practices, content marketing will make a difference in your top of the funnel sales process.  Want to learn more?  Feel free to sign up for our newsletter at TaylorMade Solutions (insert “newsletter” into inquiry box)

6 Tips to Market to the Start-up Entrepreneur (& the #1 Way)

I don’t care where you are located, start-ups and the people who do start-ups – the entrepreneurs – are all the rage.  Everyone wants to be a part of the next great start-up.  And, why not?  It can be pretty damned cool working for or with a start-up.  But start-up entrepreneurs can be hard to reach.  How do marketers reach them?  Here are 6 tips to market to the start-up entrepreneur.Screen Shot 2014-02-19 at 4.20.04 PM

Like all marketers I had assumptions and beliefs about what works and what doesn’t.  So, I wanted to test my theory.  I asked 20 start-up entrepreneurs to take a short survey.  I wanted to know where do they look for information, who influences them and what influences them.

6. What type of advertising do you notice

This is an interesting question in and of itself.  I didn’t ask what influences them, but rather what do they notice.

Interestingly enough in this group it was ads on buses.  In fact, 71% noticed these ads.  Online pop-up ads were second getting the attention of 43% of my sample group.  Tied for last place were ads in local newspapers and/or in newsletters.  In fact, only 14% noticed these ads.

5. Do Ads Influence Entrepreneurs?

Now, this is the question that is really important to all marketers! Are my ads influencing you?  Will I woo you to my brand versus my competitor with my clever and witty ads?  Sadly the answer is a resounding no from my sample.  Nearly 72% indicated that ads do not influence them.

4. How about trust?  Do Entrepreneurs trust our ads?

Again, I was pretty certain about what I would get for answers to this question.  In the words of Erik Qualman, only 14% of consumers trust tv ads.  My survey was more focused and 58% acknowledged that they don’t trust advertisements in general.

3. How do you feel about promotional materials (hats, t-shirts, pens, etc.)

I have my own personal feeling about promotional items and it is quite strong. For me, unless it is something amazing, I likely don’t take it.  If I have to take it and I am travelling I leave it for housekeeping.  As a marketer, I always hope that people are not like me in this regard, but they are.  In fact, 57% felt that promotional items were a waste of money.  And, most importantly marketers, not one person indicated that promotional items had any influence on them when it came to wanting to work with one brand versus another.

2. So, where do Entrepreneurs go looking for information?

Well, according to my survey nearly 72% visit blogs.  Surprisingly for me though, is that 57% also go to government sources.  Perhaps this should not be too surprising as many start-ups are seeking funding grants and programs for such things as payroll, and yup, you guessed it: marketing funds!

 1. So, what is the best way to reach Start-up Entrepreneurs and better yet, influence them?

Are you ready for it?  As a marketer if you are surprised by this, we really, really need to chat.  The #1 thing that influences the start-up entrepreneur are referrals by peers.  In this instance, entrepreneurs are not that different from the rest of us.  Check out this great survey result from marketingcharts.com.  Their results indicate that 84% of respondents trust peer results.  My survey netted 100% results.

Second to referrals were…and a drum roll and again if you are surprised, we need to talk……blogs.  Nearly 72% said that they are influenced by blogs from peers and/or experts.

Social media discussion groups were third at 43%.

So, if you want to reach and influence start-up entrepreneurs, dump the traditional marketing approach of push, push, push the message and adopt a solid content marketing strategy.  Be sure to make Influencer Relations a part of that overall strategy!

6 Marketing Trends to Watch in 2014

Every day marketers are looking for the next big thing. Knowing what will be “the” next big thing is hard to say. From experience I can say that there are a few things that I am watching very carefully this year.  In fact there are 6 marketing trends that I am watching in 2014:

Image courtesy of esol.britishcouncil.org

Image courtesy of esol.britishcouncil.org

1.  Social Media Is Part of An Integrated Solution

Since social media emerged, different disciplines have been battling to take ownership.  In 2014, I believe that most organizations will mature enough to realize that the disruption that has been experienced is throughout the organization and not just in one area such customer service or marketing.  Rather, social should and must be looked at as a part of an integrated management solution and not in a silo.

2.  Mobile is No Longer An After Thought

There is no question that I believe 2014 will be the year of mobile.  Despite this it wasn’t that long ago that companies were putting mobile second or as a next phase in their online strategy.  In fact, I can think of at least one very innovative and leading company who unfortunately opted for social to be an after thought when launching a new website. Despite warnings, the plan was not changed.  Sure enough, their customers called them out on the faux pas.  It was a lesson that they will not repeat.

3.  Second Screen Gains More Importance

Adding to the importance of mobile, the second screen is going to continue to gain prominence.  The question will be how well marketers leverage the use of second screen.  With approximately 88% of U.S. consumers using a second screen, what will be the potential impact be for online purchases, social channel conversations, etc?  There is great potential.

4.  Hyperlocal Comes Full Circle and Community Will Re-Emerge

Mobile and second screen further enhances the opportunity that is presented by being able to be hyperlocal.  In fact, with the opportunity for focusing on local markets, I believe that many organizations will come to the realization that they need to renew their focus on building and maintaining online communities.  In 2013 some companies veered away from their communities.  If they really want to leverage hyperlocal, they need to rethink that missed move.

5.  Video

Video consistently proves to be the most clickable and sharable content.  What some companies miss however is that it does not have to be the high production that we once loved.  As long as it is easel digestible people will look at it.  Think short quality content and/or messages.  Flashy high production might lead people to miss the message or question the validity of what you might be trying to accomplish.

6.  Trust/Influence

Marketers have a lot of tools in the toolbox.  What marketers will need to come to terms with sooner than later is that the average consumer is becoming harder to influence and as a result they have become less trusting of both traditional and non traditional marketing.  Marketers of all sizes and shapes will have to work harder to ensure that their actions don’t result in mistrust and lawsuits such as some that Facebook has been experiencing.

Do you agree with my observations?  What would you add to the list?

3 Tips Smart Content Marketers Can Learn From Downton Abbey

If you haven’t heard of Downton Abbey by now I am not sure what you have been doing.  I dare say that each of us who work in content marketing would love to have the audience that Downton has achieved.  In fact, according to Entertainment Weekly the Season 4 premiere on PBS was up 22 percent over premier of Season 3.  So, what is it that makes this show so riveting?  And, are there lessons to be learned?  There are definite lessons that content marketers can learn from the success of Downton.  Here are 3:

Image courtesy of www.26.org.uk

Image courtesy of www.26.org.uk

 

 1.  Be a Good Storyteller

This is probably the most consistent message you will hear about content marketing.  Some marketers are better at it than others. I continue to work at this.  Sometimes I hit the mark.  Sometimes I do not.

We can all take some tips from Julian Fellowes.  Just watching the show has given me ideas.  It is enough of a break from the same-old-same-old that my mind can think about new and fresh ideas.

2.  Don’t Blend In

In a sea of so-called reality TV of Housewives, singing contests and storage/pawn-a-thons, Downton Abbey is clearly different.  The characters are actors being actors and not people pretending that they aren’t following some contrived storyline.  The characters have depth versus one-dimensional and predictable personalities.

When creating content we all follow the prescribed approach don’t we?  Create a list – just like I have done here.  Ensure that it relates to something timely and topical – just like I have done here.  However, we to stop there.  We don’t  think differently.  Fellowes really demonstrates that being completely different from the norm or the expected, resonates with the audience.

3.  Create Suspense

This might be the biggest challenge for content marketers.  We tend to write independent stand-alone pieces.  We only have your attention for a short time after all.  However, if done well, this might be a great opportunity.  This could be the best way to shake up your audience and you certainly won’t blend in with the rest.  This will be an area that I explore.  How can I create suspense?  And, will I be successful?

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These are just three areas that content marketers can look to Downton Abbey for inspiration and learnings.  What would you add to the mix?

Marketing Challenges of 2014: The Influencers Weigh-in

If 2013 taught us anything, content marketing is not going anywhere.  Nearly all leading companies finally have content strategies.  With this in mind, tactics have had to change.  What do brands do to stand out in a sea of content that flows freely in every digital space that can possibly exist?  Good question!    Thankfully you have come to the right place!  I asked 5 of the top influencers what brands should be doing in 2014 to stand out. Let’s see what they have to say:

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1.  The Return of Good Writing (Tweet this)

@marketingprofs’ Ann Handley thoughts focus on the words you use and how you use them.

“Next—in 2014 and beyond—content grows up, and with it comes the notion that good writing is the foundation of all good content, whether that content is a 140-character tweet or the product pages of your website or your content marketing infographic…..Increasingly, organizations will realize that words matter. Your words (what you say) and style (how you say it) are your most cherished (and undervalued) assets. In other words, good writing is the basis of good content that gets noticed, no matter what form that content ultimately takes. What’s more: For businesses, good writing is a mirror of good, clear, customer-centric thinking.”

2.  Being Uniquely Creative While Being Authentic (Tweet this)

Radian6 and IntroHive Co-founder David Alston (@davidalston) knows from experience that in order to stand out, you need to be unique.  After all, Radian6 did this with their Community Strategy and won the hearts and minds of a fantastic community.

“Content marketing and social media are mainstream so the big thing in 2014 will not be if you use them, but how creative your brand will be. Just using each no longer let’s your brand stand out. How you string them together and how you tie them into other platforms and processes creatively will help make your brand shine in a sea of noise.”

3. Focus on the Customer First – Before the Technology (Tweet this)

Influence Marketing Co-Author Danny Brown (@dannybrown) believes there needs to be a return to actually understanding what our customers want.

“…without understanding what your customer wants, and at what stage of the buying cycle they’re at so you can prime your message for that exact moment, it doesn’t matter how cool the technology is, or the channels we use, or the implementation of a tactic. We now have linguistic mapping tools that allow us to segment customers, who they connect with, what they’re looking for, and archival history with our brand’s core business or competitors. 2014 will see us, as marketers in the social space, truly take advantage of that technology and deliver on the ROI approach that 2013 saw us begin to implement.”

4.  Become Superior Short Form Storytellers  (Tweet this)

Digital Veteran and HBR contributor, David Armano (@armano) believes that if you want to be successful in standing out, remember that people have short attention spans.

“Short form storytelling in the form of Vines, Snaps, Instavids etc. and short stories on YouTube [will be key]. Brands need the ability to tell a meaningful “story” quickly, sometimes in seconds or other times through a series of images. Stories that have “sharing power” built into them or where you can become a part of the story (think hashtags on Vine where people do their own Ryan Gosling video etc.). So in other words, small is the new big and short is the new long.”

5.   Become More Effective – Rather than More Intrusive (Tweet this)

The Age of Context Co-Author, Shel Israel (@shelisrael) believes that for the first time in decades, marketing and communications professionals will focus on effectiveness and finally concede that being intrusive is not working.

“This will be accomplished by using the contextual technologies outlined in my recent book with Robert Scoble (@Scobleizer), where we talk about how mobile, location, data, sensors and social media converge to allow sellers to understand where people are and what their intentions are. So marketers will begin to be able to just make offers to people who might actually be interested in what they are being offered. We call it Pinpoint Marketing.”

And what do I think?  I agree with all of these thoughts.  I would add that mobile continues to be a significant challenge and opportunity. With the increase in mobile adoption , as Marketers we need to embrace mobile and make it easy for our customers and prospects to purchase via social.  After all, I believe that 2014 will be the year of mobile.

What do you think?  Will content marketing change?  Will it be replaced by something else?  What is the next “thing”?

5 Brilliant Tips from Content Marketing Experts

Content marketing continues to be one of the most effective ways to market a product, service or brand.  When done well, the results can be astonishing.  While Marketing Practitioners around the globe have embraced content marketing, there are still many who fear it.  To help build your case, here are 5 brilliant tips from Content Marketing Experts.

Image courtesy of www.actsofsilence.com

Image courtesy of www.actsofsilence.com

1.  “…the most critical part of a successful content marketing program is building your audience….Without the audience, we cannot drive revenue of any kind.” @JoePulizzi

2.  “By distributing your content by platform, chances are you’re overlooking opportunities that can significantly enhance the breath and quality of your potential audience. Instead, focus on getting your message to the influencers and people who can amplify your message by sharing it with their networks.”  @HeidiCohen

Remember to help you build your audience, your information should not be overly promotional.  Your are building a relationship.  “Use the 80/20 rule. Share 8 pieces of content for every 2 promo-type pieces.” (Click to Tweet!  Thanks!)

3.  “The role of the marketing department is evolving. To deliver tangible value to your organization the marketing department needs to shift from being creators of marketing campaigns to creators of stories. But, the best story telling usually comes from employees and customers.” @BernieBorges

4.  “PR is about reaching your audience. There are many more ways to do that than just via the media: Great website content, YouTube videos, blog posts, ebooks, charts, graphs, photos, a Twitter feed, a presence in Foursquare, Instagram, and so much more.” David Meerman Scott (@dmscott)

5.  “Professional services firms often worry that providing content will enable customers to DIY and prevent them from hiring the company. I have been a consultant for most of the past 25 years, and I can tell you first-hand that if a prospective customer is genuinely weighing the option of doing it themselves or hiring you, that is NOT a customer you want.” @jaybaer

These are just five great quotes and sources.  What would you add to this list?