Web Content is Vital to Having an Effective Web Site
An appealing design will pull people into your web
site, but it’s the content that will make them stick and become buyers. In
other words: Pictures tell, but words sell. That’s why your content is one of
the most important elements of your web site.
Outlining a clear strategy
for your content is the initial step to creating effective content for your web
site. First, identify what you want to accomplish, what information it will
include and how the content will be organized.
Your site should provide
information your prospects need to know to buy from you plus information you
want them to know that will convince them to buy from you. Need-to-know-type
content for potential customers might include information about your company,
products/services, customers and testimonials.
Information that you want
them to know might include work samples, frequently asked questions, press
releases, reports, articles and other material that can educate them about your
business. And don’t forget to include a clear and effective marketing message
that will convert visitors into buyers. After all, isn’t that the primary
reason for having a web site?
While your content must cater
to site visitors, it should also be strategically developed for the best
performance with search engines. So be sure to include the right keywords in
your regular text, meta tags, headings, etc. The goal is to make your content
appealing to site visitors and search
engines. If you optimize your content effectively, you can keep a steady stream
of free traffic flowing to your web site.
One of the most important
things to remember when writing content is this: Keep it simple and clear. Most
people find it 30 times harder to read text on a computer screen than on paper.
Also, site visitors tend to skim over web content, focusing on headlines, bold
text and links. So be sure to format your web content so the information is
easy for people to find, read and understand.
Here are seven smart ways to create
effective Web content:
1. Be concise.
Cut out extra words in sentences, get to the point and express what you need to
say quickly.
2. Be conversational. Don’t use complicated words or business language no
one outside your industry will understand. Just write the way you talk, so your
copy will convey a friendly, comfortable and confident tone.
3. Write in small chunks. Group ideas by topics and present them in small,
manageable chunks of information. Keep your sentences as short as possible and
vary the lengths so you hold readers’ interest. Then add descriptive, bold
headings that will make the content easier to scan.
4. Give good information. Most people go online to find information
about their hobbies, products or other interests. Don’t waste their time by
placing useless, self-serving content on your site. Make sure you provide
information that’s not only interesting, but also educational and enriching.
(In fact, many search engines won’t consider listing sites into their databases
if they lack useful information.)
5. Use descriptive links. Go beyond the typical "click here" link on
your Web pages. Try something like: “Take our demo,” “Get a sample,” or “ Order
now!” Not only is this more engaging, but it can enhance your performance with
search engines.
6. Link to complementary Web
sites. Include links to Web sites that offer supplementary (not competing)
information. This will not only benefit your site visitors, but it also can
boost your search engine ranking.
7. Keep your content fresh. Keep the information on your site
interesting and updated so visitors will have a reason to come back.
Customer
testimonials can provide a positive and compelling endorsement of your products
and services. They can add power to your claims about your product because they
come from an unpaid, unbiased source: a customer. And they’re a key strategy to
building consumer confidence and
sales.
Making
purchasing decisions can be intimidating—especially online where you can’t
touch or “test” products prior to sale. Before buying a product, people often
want to know if the product actually does what it promises, if the company is
reputable and if the website is secure. That’s where customer testimonials come
in.
Customer
testimonials provide answers to important questions, build trust and close
sales. And research shows that consumers often rely on customer testimonials
when making purchasing decisions. In fact,
testimonials have been known to increase sales by as much as 250 percent. In
short, testimonials sell.
Components of a
Testimonial
Testimonials
generally include comments, a full name and descriptive identifier, such as a
professional or informal title. Each of these elements is important to the
anatomy of a testimonial for unique reasons.
Comments
from customers—preferably placed inside direct quotes—deliver a powerful
endorsement because they are unbiased. Attaching a complete name to clearly
identify customers adds validity and punch. You might even include the person’s
city and state. And providing a descriptive title can add even more weight,
especially if the person has particular relevance to the product/service being
endorsed.
How to Collect Testimonials
Collecting
testimonials is relatively easy, as most satisfied
customers will be eager to help. The most direct way to obtain testimonials is
to simply ask. Whenever you complete a project with a customer, ask what
they liked best about your product or service. You can gather their comments by
telephone, blog, email, postcard or letter.
You can also gather feedback by providing a free trial to select users inyour target market.
Then ask them what they liked, didn’t like and their suggestions for
improvement. Along the same lines, you could offer product trials or samples to
an industry expert who is well suited to judge how your product works.
Regardless of how you acquire customers’ comments, always get permission
to use their testimonials in your marketing materials. Better yet, have them sign a release form
granting their permission.
How to Use Testimonials
You can put
testimonials to work in all your marketing materials. Offline, testimonials can
enliven brochures, print ads, posters and newsletters. Online, they can be an
ideal way to enhance your web content. You can group them on a single web page
or sprinkle them throughout your website.
You
can use testimonials to emphasize key benefits of your product or service. But
for the biggest impact, they should also quantify those benefits. For example,
“Product X is less expensive and more effective than other similar products on
the market. It cost 20 percent less and has help my company save 30 percent in
labor costs.”
Remember, the words of satisfied customers are powerful tools for
building trust, your reputation and sales. So start harnessing the power of
testimonials for your business today!
Three Simple Tips to Boosting Your Website Traffic
Three Simple Tips to Boosting Your Website Traffic
Would you like to attract more visitors to your Website? Try these three easy, effective, traffic-building tactics:
1. Register Multiple Domain Names.
Your domain name—also known as your Web address or Uniform Resource
Locator (URL)—is an important element of your online presence. That’s
why it’s important to have a name that’s short, simple and easy to
remember. You can include your company name, plus searchengine-friendly
keywords that are relevant to your product or service. To attract
visitors from a variety of locations, register multiple domain names
and point them to your site. Having variations of your domain name can
help you cater to different segments within your market, as well as
emphasize different aspects of your business.
Also, be sure to take advantage of direct navigation to capture
“type-in” traffic. Type-in traffic is simply traffic generated when
someone types a Website address directly in their browser address bar.
And it’s one of the most popular ways for consumers to locate
information, products or services online. In fact, research shows that
86 percent of online consumers reach Websites using non-search methods
such as type-in traffic. Also, type-in traffic produces Website
visitors that are twice more likely to convert to buyers than those
coming from search engine links.
Type-in traffic is the purest, most targeted form of traffic on the
Internet because it doesn’t rely on search engine placement, paid
advertising or links from other sites. With type-in traffic, Web
surfers locate information without using search engines/directories or
clicking on links from other Websites. They typically access Websites
directly by typing descriptive keywords with a .com into their
browser’s address box. For example, Web users interested in tropical
vacations, would type www.tropicalvacations.com in their browser. To
capture this traffic, you would simply purchase this domain name and
then forward visitors to your Website.
Additionally, type-in traffic can send a steady stream of
high-quality, hot leads to your Website. Here’s why: Internet users who
type keywords into their browsers are actively searching for products
and services. And this makes type-in traffic a powerful marketing tool
for businesses wanting to boost Website traffic and reach a broader
target market.
2.Submit to Major Search Engines and Directories.
Search engines and directories are the electronic equivalent of the
Yellow Pages. Therefore, you should optimize and submit your site to
search engines, so it’s easier for people to find your business online.
Search engines can drive a steady stream of “free” traffic to your
site—people who are actively seeking your products/services. Also be
sure to submit your site to directories that relate to your topic or
target audience. This will not only help improve your link popularity,
but it will also satisfy the search engines and very possibly increase
your keyword search ranking and Website traffic.
3. Promote. Promote. Promote. You have to constantly promote your site in order for it to be successful with your existing and potential customers.
Consider using pay-per-click advertising from Google, Overture or
Yahoo! to drive instant, qualified traffic to your site. Send spam-free
promotional emails and a regular e-newsletter for target campaigns. You
can also submit articles to online magazines and other Websites,
including a link back to your own Website. And don’t overlook the
effectiveness of banners, pop-up ads and online classifieds. The
possibilities for online advertising are almost endless!
Less than a year ago, most people had never heard of podcasting. Yet, the
podcasting audience will reach 10 million this year and 50 million by 2010,
projects online researcher eMarketer.
So what’s all the hype about? And what does podcasting mean anyway?
Podcasting is simply a way to publish media files online to enable users to
subscribe to a feed and receive files automatically as they’re released.
Essentially, podcasting is about creating content—audio or video—for an audience
that wants to listen when, where and how they want. It involves the transmission
of all types of media—whether it be music, a weather forecast, a comedy sketch
or interviews.
Podcasting is an interesting term comprised of the words "iPod" and
"broadcasting." The name came about simply because of the popularity of Apple
Computer's best-selling portable digital audio player, the iPod. Despite its
name, no over-the-air broadcasting is required for podcasting. And neither
podcasting nor listening to podcasts requires an iPod or other portable player.
You can listen to podcasts with any MP3 player or your PC and Ipod application.
How Podcasting Differs from Regular Broadcasting
Subscribing to podcasts allows users to collect programs from a variety of
sources for listening or viewing offline at whatever time and place is
convenient to them. In contrast, conventional broadcasting provides only one
source at a time, and the time is determined by the broadcaster.
There are two main features that make a podcast different from a standard
audio download. For one, it's not just one audio file, it's a recurring "show"
with new "episodes" posted as time goes by. Also, it uses continuous RSS
technology. So when a new episode is available, your podcasting program (such as
iTunes) gets notified and either alerts you or downloads the information
automatically if you’ve subscribed. When you connect your iPod to your computer,
the episodes go onto your iPod and you can listen to them. Or you can listen to
them on your computer using your music application.
The beauty of podcasts is that you don’t have to be limited to
commercial-filled radio. Instead, you can have everything you’re interested in
hearing or viewing delivered right to your Ipod. You could listen to the morning
news cast at midnight…hear DJ mixes from Paris, France or listen to comedy skits
on your way to work—all without a single commercial interruption.
It’s easy to locate available podcasts. One easy way to find podcasts is to
use the Podcast Directory in iTunes. These automatically-updated podcasts can
then be easily synchronized to your iPod for offline listening. There are also
many directories that list available podcasts, and also allow submission of a
podcast feed if you have one. Some of the more popular podcast directories are
www.podcastalley.com, www.podcast.net, www.openpodcast.org and
www.podcastdirectory.com.
Instead of just subscribing to podcasts, you could also create podcasts to
promote your business. You don't have to be a professional to create podcasts.
You simply have to be able to record and translate a recording into an MP3 file
and upload it to the internet.
If you’re a life coach, for example, you could create a podcast to highlight
your area of expertise and help your target audience solve issues. “Podcoaching”
could help you showcase your coaching skills, build rapport with a broader
audience and gain new clients.
Whether you’re interested in being a podcaster or subscriber, podcasts are a
valuable tool for sharing information.
One of the biggest challenges for small business owners is
finding a fast, effective way to bring in new customers. That’s because most
owners must wear several hats – bookkeeper, technical support representative,
human resources manager and marketer. And, of course, owners must provide
quality goods or services. Finding the time to market can be especially
difficult if you are a one- or two-person operation.
The reality is that spending the time to market is
essential to maintaining or growing a business. It helps you avoid one of the
biggest pitfalls in small business: relying on a big client or two for the
lion’s share of your company’s revenue.
Two things often happen in this scenario. First, business
tend to provide preferential treatment to the older, bigger client rather than
to smaller, new client, which may cost some business. Secondly, businesses find
themselves in a tenuous position by putting most of their eggs in one basket.
If the primary client leaves, the company could be economically devastated.
A healthy company always has new clients coming in the door
as well as happy existing clients. You can rely on word of mouth to get those
new clients on board, but usually it’s not enough. Here are three tips to help
you stay on top of marketing efforts.
Get organized. Hire someone to create a database of
that huge stack of business cards that you’ve been keeping in your top desk
drawer. Make sure it’s a database you can easily use for emails or mailings –
like your Microsoft Outlook contacts or ACT! Having all your potential
customers at your fingertips is money well spent.
Once you have all your contacts input, you can send
targeted e-mails or letters to your potential clients. Make the messages short
and sweet, as well as informative. People look forward to getting valuable
information, so give it to them. Follow up with a phone call to find out if the
information was helpful and if your company can provide goods or services.
Even the busiest entrepreneur can send 20 e-mails each
month and follow up with them. Schedule the time on your calendar to do it.
Create an “elevator pitch.” Try to pare down your
company’s products and services to a sentence or two. Start by writing down
what you do and then edit. This is a great exercise, especially if you offer a
wide variety of goods and services, to help you clarify your top priorities.
Most people want to try to throw in everything they do.
For example, if you’re a landscape designer, you may be tempted to talk about
turf, bedding plants and terracing. Instead, tell people “I’m a landscape
designer. I help people create their own backyard oasis.”
If at all possible, get specific. If you are a graphic
designer, be sure to add your specialties. Don’t just say, “I’m a graphic
designer.” Do say, “I’m a graphic designer specializing in e-newsletters and
interactive web sites.”
Cultivate your current clients. It’s much easier
and cost-effective to sell an existing customer additional services than to go
out looking for new ones. That’s what makes the pitfall of having one big
client so insidious – the smaller clients that you are tempted to shove to the
side may actually bring in more business than your current big client if you
give them the same stellar products and services.
Schedule monthly meetings with your clients to find out how
you are doing and to learn what they see on the horizon for their own business.
Show them how you can help fill their goals and dreams. You’ll be amazed at how
much a couple of hours of your time will pay off.
Contact is the most important element of marketing. If you
don’t have time to do anything else, make sure you contact at least 10-20
potential or current clients each month. Doing so will help keep that business
coming in and your company healthy.
The
Internet offers instant access to millions of documents on countless topics.
It consists of a variety of access protocols that
include e-mail, FTP, HTTP, Telnet and Usenet news. Many of these protocols
feature programs that allow users to search for and retrieve material made
available by the protocol.
One of the most
efficient methods of conducting research on the Internet is to use the World
Wide Web. Some of the
most effective ways to tap into this resource include visiting individual
Websites, exploring subject directories and using search engines.
Individual Websites
If you know
the Internet address of a site you want to visit, you can use a Web browser,
such as Internet Explorer, to access the site directly. Just type the Uniform
Resource Locator (URL) or Web address into your browser window to pull up the
site.
If you
don’t know the address, make an educated guess. Web addresses of companies are
often formatted as www.companyname.com (e.g.,
www.microsoft.com). University web addresses are typically formatted as
www.universityname or acronym.edu (e.g., www.ilstu.edu or
www.iwu.edu). Likewise, government agency addresses are typically formatted as
www.agency name acronym.gov (e.g., www.hud.gov or www.doj.gov).
Subject
Directories
Increasingly, universities,
libraries, companies, organizations, and even volunteers are creating subject
directories to catalog parts of the Internet. Directories are organized by topic
and consist of links to Internet resources relating to a wide variety of areas.
They are useful for researching general subjects, topics that need exploring,
and for browsing.
To get an
idea of the range of directories available on the Web, start with Internet
Subject Directories (http://library.albany.edu/internet/subject.html).
You can also explore popular private directories like Yahoo, The Open Directory
Project and Looksmart. If you need scholarly material, try:
The
Librarians' Index:
(www.liii.org) — This is a great way to explore a
large number and variety of sources. Supported by a federal grant, this
directory is the result of a large number of Californian librarians selecting
and annotating Web resources across a broad range of topics.
The WWW
Virtual Library:
(www.vlib.org) — One of the oldest and most
respected subject directories on the Web, this directory consists of individual
subject collections, many of which are maintained at universities throughout the
world.
INFOMINE (www.infomine.ucr.edu) — A large
directory of Web sites of scholarly interest compiled by the University of
California, this resource can be browsed or searched by subject, keyword, or
title. Each site listed is accompanied by a description.
Search
Engines
Search
engines allow the user to enter keywords relating to a topic and retrieve
information about Internet sites containing those keywords. Many search engines
compile a database spanning multiple Internet protocols, including HTTP, FTP,
and Usenet. They may also search multimedia or other file types on what is known
as the “deep Web.” Some of the most popular search engines are Google, MSN, Ask
Jeeves and Alta Vista.
Technically, a search engine service
consists of three parts, a spider, index and search engine mechanism. The spider
is a program that combs the Web from link to link, identifying and reading
pages. The index is a database containing a copy of each Web page gathered by
the spider. And the search engine mechanism is software that enables users to
query the index.
Here’s how
search engines work: With most search engines, you fill out a form with your
search terms and then ask that the search proceed. The engine explores its index
and generates a page with links to those resources containing some or all of
your terms. These resources are usually presented in ranked order according to
term relevancy.
Check
for Accuracy and Reliability
Since the
Internet is a self-publishing medium, anyone with the necessary technical skills
can place information on the Web. Therefore, it’s important to evaluate the
accuracy and reliability of your research information. You should consider:
Who published the information -
A site
maintained by a university or government organization is probably more reliable
than one maintained by a private individual.
Who wrote the information -
You can
probably assume that material written or otherwise provided by a known expert in
the field is likely to be reliable.
The age of the material
- If you need
current statistics, carefully check the age of the material you’ve found. A site
dealing with historical information may not need updating as frequently as one
related to news and current events.
Why the material exists -
Many special
interest groups have Web pages. And while this doesn't necessarily mean the
material is biased, it’s something you should consider. Think about whether they
might have some reason, other than pure helpfulness, for posting
information.
For the most
successful Internet research,try
tocross-check
the information you find as much as possible. Explore another site with similar
material, ask someone who’s knowledgeable about the topic, review a book on the
subject or weigh the information against what you already know.
The Internet is a powerful resource that, if
properly used, can reduce your operating costs, stimulate sales and add to your
bottom line. Research shows that the Internet is
playing a greater role in the way small companies operate. It’s also playing an
increasing role in driving profitability for smaller businesses.
According to a recent study by
ACNielsen and eBay, 51 percent of small businesses using the Internet believe it
has helped them become more profitable. Fifty-eight percent of them report that
using the Internet has helped their companies grow or expand, and 15 percent
feel that using the Internet is necessary for the survival of their business.
Boosting Your Bottom
Line With Your Website
An effective strategy for
using the Internet to enhance your company’s bottom line is to maximize your
presence on the Web. More specifically, turn your Website into a virtual work
horse for handling marketing/advertising, sales and customers service functions.
Here are key points to keep in mind concerning these areas:
Marketing/Advertising -
A Website is like having a business card, brochure and
advertisement in one powerful package. It’s the ultimate marketing tool
because it gives you an affordable, effective way to market your company —
worldwide.
Having an effective Website is also an easy, beneficial way to advertise your
business. The advantage of using a Website as opposed to other methods of
advertising is the difference between having an active or passive audience.
People visiting your Website are an active audience, and are curious about what
you’re offering. On the other hand, print ads, telemarketers, or mass mailings
are geared toward connecting with a passive audience. If your Website
effectively provides information about your products, services and company, this
can lead to sales.
Sales
- Many small
businesses view the Internet as a powerful sales tool. In fact, 33 percent of
small business owners use the Internet to sell goods and services online, and
43 percent find sales prospects online, according to the ACNielsen/eBay study.
The good news is that your Website doesn’t have to actually process
transactions online to enhance sales. Your site can provide valuable product
information and take online orders, and then complete the sale through the
mail or at a retail location.
Customer Service –
A Website can help you reduce many basic customer service tasks you or your
employees handle manually. By owning a Website, your office staff will spend
less time handling faxes, mail and routine phone calls about your
products/services, operating hours, location, directions, etc. Just think: If
an $8-an-hour employee saves just three hours a week, this could add up to
more than $1,200 a year. On top of that, you’ll also spend less money on
paper, printing, postage and advertising.
It is not a coincidence
that more and more businesses are using the Internet to boost their bottom line.
Something for Nothing with Free Online Advertising
It may sound too good to be true, but there’s an array of free advertising available online through search engines/directories, banner exchanges and e-classifieds. You can also take advantage of often-overlooked tools like ezines, blogs, forums and reciprocal links to promote your business. This article gives an overview of each of these resources.
Search Engines/Directories
Free search engines/directories are a prime spot to advertise products. The reason is: Eight out of 10 people surfing the Web use search tools to navigate their way around online, according to the eMarketing Association. And 54 percent of experienced online shoppers rely on a search engine when searching for a product to purchase online, reports Jupiter Communications.
Exact Seek is one of the few remaining search engines that offer free listings. It receives and indexes more than 30,000 new site submissions daily. To date, more than two million Websites have been indexed and added to the ExactSeek database.
The Open Directory Project is one of the most important directories online. Also known as DMOZ, it is the largest, most comprehensive human-edited directory on the Web. Getting your site listed with the Open Directory Project can be a major boost because of the highly relevant searches it delivers. Hosted and administered by Netscape Communication Corporation, DMOZ powers the core directory services for some of the Web's premier search engines and portals, including Netscape Search, AOL Search, Google, Lycos, HotBot and DirectHit.
Online Classified Ads
Almost everyone is familiar with classified advertising. So why not take advantage of the online equivalent. Placing e-classified ads can help you broaden your reach and Website traffic. It can also connect you with people who are eagerly searching for what you have to sell, which can boost your sales.
Websites like YahoolClassifieds, SuperAds and ZipZapAds allow you to post free classifieds in a range of categories and upload photos. Many sites allow listings nationally and worldwide. Ablewise.com, for example, features global ads in eight different countries. Online classifieds are the ultimate way to expand your brand locally and worldwide.
Banner Exchanges
Banner exchanges allow members to swap ads on each other’s Websites. You simply insert a small piece of code onto your Web page and you will display banner ads from other exchange members. In return, your advertisement will be displayed across the banner exchange network.
There are a wide variety of banner exchanges networks available online, including e-bannerx, click4click and 1800banners. All of them have different operating models, with some giving perks like a 10-percent referral fee or 3,000 banners for joining. Many banner programs require a 2:1 or 3:2 exchange ratio.
Overlooked Free Resources
There’s an array of free resources that are often ignored by Website owners. Ezines or online magazines are one of them. Ezines can give you an effective way to establish yourself as an expert, build consumer trust and, ultimately, generate sales. Submitting articles to ezines can result in a byline, enhanced credibility, plus a link back to your Website.
Another subtle way to advertise online is through blogs. A blog—short for Weblog—is simply a digital diary or online forum that anyone can read online. Nearly 80,000 new blogs are created every day, making them one of the most rapidly expanding online marketing tools, according to the State of the Blogosphere report from Technorati, a Website that indexes blogs.
Blogs can be developed to cover almost any topic, and they’re a great channel for publicizing new products or services. You can use a blog for a variety of purposes, including news, education, and commentary. A blog can provide quality links back to your main domain, plus enhance your site’s performance with search engines.
Reciprocal links is a tactic that can allow you to generate free traffic from other Websites. The key is to link to high-traffic sites that complement—not compete—with yours. This can provide you with a steady stream of visitors matching your target market.
Forums can also increase your visibility on the Web. This type of online chatting lets you communicate with audiences directly related to your product or service. You may even be able to slip in the name of your company and link back to your Website.
Seven Smart Marketing Strategies Every Business Should Use
But if your company is small-like more than half of all businesses in America- you probably don't have a large marketing budget. But you can stretch your marketing dollars by applying these seven smart marketing strategies:
When most people think of marketing, they think of advertising. But marketing is much broader than that. Marketing is everything it takes to get your product or service into the hands of buyers—from product development to product delivery.
Web Content is Vital to Having an Effective Web Site
An appealing design will pull people into your web
site, but it’s the content that will make them stick and become buyers. In
other words: Pictures tell, but words sell. That’s why your content is one of
the most important elements of your web site.
Outlining a clear strategy
for your content is the initial step to creating effective content for your web
site. First, identify what you want to accomplish, what information it will
include and how the content will be organized.
Your site should provide
information your prospects need to know to buy from you plus information you
want them to know that will convince them to buy from you. Need-to-know-type
content for potential customers might include information about your company,
products/services, customers and testimonials.
Information that you want
them to know might include work samples, frequently asked questions, press
releases, reports, articles and other material that can educate them about your
business. And don’t forget to include a clear and effective marketing message
that will convert visitors into buyers. After all, isn’t that the primary
reason for having a web site?
While your content must cater
to site visitors, it should also be strategically developed for the best
performance with search engines. So be sure to include the right keywords in
your regular text, meta tags, headings, etc. The goal is to make your content
appealing to site visitors and search
engines. If you optimize your content effectively, you can keep a steady stream
of free traffic flowing to your web site.
One of the most important
things to remember when writing content is this: Keep it simple and clear. Most
people find it 30 times harder to read text on a computer screen than on paper.
Also, site visitors tend to skim over web content, focusing on headlines, bold
text and links. So be sure to format your web content so the information is
easy for people to find, read and understand.
Here are seven smart ways to create
effective Web content:
1. Be concise.
Cut out extra words in sentences, get to the point and express what you need to
say quickly.
2. Be conversational. Don’t use complicated words or business language no
one outside your industry will understand. Just write the way you talk, so your
copy will convey a friendly, comfortable and confident tone.
3. Write in small chunks. Group ideas by topics and present them in small,
manageable chunks of information. Keep your sentences as short as possible and
vary the lengths so you hold readers’ interest. Then add descriptive, bold
headings that will make the content easier to scan.
4. Give good information. Most people go online to find information
about their hobbies, products or other interests. Don’t waste their time by
placing useless, self-serving content on your site. Make sure you provide
information that’s not only interesting, but also educational and enriching.
(In fact, many search engines won’t consider listing sites into their databases
if they lack useful information.)
5. Use descriptive links. Go beyond the typical "click here" link on
your Web pages. Try something like: “Take our demo,” “Get a sample,” or “ Order
now!” Not only is this more engaging, but it can enhance your performance with
search engines.
6. Link to complementary Web
sites. Include links to Web sites that offer supplementary (not competing)
information. This will not only benefit your site visitors, but it also can
boost your search engine ranking.
7. Keep your content fresh. Keep the information on your site
interesting and updated so visitors will have a reason to come back.
Customer
testimonials can provide a positive and compelling endorsement of your products
and services. They can add power to your claims about your product because they
come from an unpaid, unbiased source: a customer. And they’re a key strategy to
building consumer confidence and
sales.
Making
purchasing decisions can be intimidating—especially online where you can’t
touch or “test” products prior to sale. Before buying a product, people often
want to know if the product actually does what it promises, if the company is
reputable and if the website is secure. That’s where customer testimonials come
in.
Customer
testimonials provide answers to important questions, build trust and close
sales. And research shows that consumers often rely on customer testimonials
when making purchasing decisions. In fact,
testimonials have been known to increase sales by as much as 250 percent. In
short, testimonials sell.
Components of a
Testimonial
Testimonials
generally include comments, a full name and descriptive identifier, such as a
professional or informal title. Each of these elements is important to the
anatomy of a testimonial for unique reasons.
Comments
from customers—preferably placed inside direct quotes—deliver a powerful
endorsement because they are unbiased. Attaching a complete name to clearly
identify customers adds validity and punch. You might even include the person’s
city and state. And providing a descriptive title can add even more weight,
especially if the person has particular relevance to the product/service being
endorsed.
How to Collect Testimonials
Collecting
testimonials is relatively easy, as most satisfied
customers will be eager to help. The most direct way to obtain testimonials is
to simply ask. Whenever you complete a project with a customer, ask what
they liked best about your product or service. You can gather their comments by
telephone, blog, email, postcard or letter.
You can also gather feedback by providing a free trial to select users inyour target market.
Then ask them what they liked, didn’t like and their suggestions for
improvement. Along the same lines, you could offer product trials or samples to
an industry expert who is well suited to judge how your product works.
Regardless of how you acquire customers’ comments, always get permission
to use their testimonials in your marketing materials. Better yet, have them sign a release form
granting their permission.
How to Use Testimonials
You can put
testimonials to work in all your marketing materials. Offline, testimonials can
enliven brochures, print ads, posters and newsletters. Online, they can be an
ideal way to enhance your web content. You can group them on a single web page
or sprinkle them throughout your website.
You
can use testimonials to emphasize key benefits of your product or service. But
for the biggest impact, they should also quantify those benefits. For example,
“Product X is less expensive and more effective than other similar products on
the market. It cost 20 percent less and has help my company save 30 percent in
labor costs.”
Remember, the words of satisfied customers are powerful tools for
building trust, your reputation and sales. So start harnessing the power of
testimonials for your business today!
Three Simple Tips to Boosting Your Website Traffic
Three Simple Tips to Boosting Your Website Traffic
Would you like to attract more visitors to your Website? Try these three easy, effective, traffic-building tactics:
1. Register Multiple Domain Names.
Your domain name—also known as your Web address or Uniform Resource
Locator (URL)—is an important element of your online presence. That’s
why it’s important to have a name that’s short, simple and easy to
remember. You can include your company name, plus searchengine-friendly
keywords that are relevant to your product or service. To attract
visitors from a variety of locations, register multiple domain names
and point them to your site. Having variations of your domain name can
help you cater to different segments within your market, as well as
emphasize different aspects of your business.
Also, be sure to take advantage of direct navigation to capture
“type-in” traffic. Type-in traffic is simply traffic generated when
someone types a Website address directly in their browser address bar.
And it’s one of the most popular ways for consumers to locate
information, products or services online. In fact, research shows that
86 percent of online consumers reach Websites using non-search methods
such as type-in traffic. Also, type-in traffic produces Website
visitors that are twice more likely to convert to buyers than those
coming from search engine links.
Type-in traffic is the purest, most targeted form of traffic on the
Internet because it doesn’t rely on search engine placement, paid
advertising or links from other sites. With type-in traffic, Web
surfers locate information without using search engines/directories or
clicking on links from other Websites. They typically access Websites
directly by typing descriptive keywords with a .com into their
browser’s address box. For example, Web users interested in tropical
vacations, would type www.tropicalvacations.com in their browser. To
capture this traffic, you would simply purchase this domain name and
then forward visitors to your Website.
Additionally, type-in traffic can send a steady stream of
high-quality, hot leads to your Website. Here’s why: Internet users who
type keywords into their browsers are actively searching for products
and services. And this makes type-in traffic a powerful marketing tool
for businesses wanting to boost Website traffic and reach a broader
target market.
2.Submit to Major Search Engines and Directories.
Search engines and directories are the electronic equivalent of the
Yellow Pages. Therefore, you should optimize and submit your site to
search engines, so it’s easier for people to find your business online.
Search engines can drive a steady stream of “free” traffic to your
site—people who are actively seeking your products/services. Also be
sure to submit your site to directories that relate to your topic or
target audience. This will not only help improve your link popularity,
but it will also satisfy the search engines and very possibly increase
your keyword search ranking and Website traffic.
3. Promote. Promote. Promote. You have to constantly promote your site in order for it to be successful with your existing and potential customers.
Consider using pay-per-click advertising from Google, Overture or
Yahoo! to drive instant, qualified traffic to your site. Send spam-free
promotional emails and a regular e-newsletter for target campaigns. You
can also submit articles to online magazines and other Websites,
including a link back to your own Website. And don’t overlook the
effectiveness of banners, pop-up ads and online classifieds. The
possibilities for online advertising are almost endless!
Less than a year ago, most people had never heard of podcasting. Yet, the
podcasting audience will reach 10 million this year and 50 million by 2010,
projects online researcher eMarketer.
So what’s all the hype about? And what does podcasting mean anyway?
Podcasting is simply a way to publish media files online to enable users to
subscribe to a feed and receive files automatically as they’re released.
Essentially, podcasting is about creating content—audio or video—for an audience
that wants to listen when, where and how they want. It involves the transmission
of all types of media—whether it be music, a weather forecast, a comedy sketch
or interviews.
Podcasting is an interesting term comprised of the words "iPod" and
"broadcasting." The name came about simply because of the popularity of Apple
Computer's best-selling portable digital audio player, the iPod. Despite its
name, no over-the-air broadcasting is required for podcasting. And neither
podcasting nor listening to podcasts requires an iPod or other portable player.
You can listen to podcasts with any MP3 player or your PC and Ipod application.
How Podcasting Differs from Regular Broadcasting
Subscribing to podcasts allows users to collect programs from a variety of
sources for listening or viewing offline at whatever time and place is
convenient to them. In contrast, conventional broadcasting provides only one
source at a time, and the time is determined by the broadcaster.
There are two main features that make a podcast different from a standard
audio download. For one, it's not just one audio file, it's a recurring "show"
with new "episodes" posted as time goes by. Also, it uses continuous RSS
technology. So when a new episode is available, your podcasting program (such as
iTunes) gets notified and either alerts you or downloads the information
automatically if you’ve subscribed. When you connect your iPod to your computer,
the episodes go onto your iPod and you can listen to them. Or you can listen to
them on your computer using your music application.
The beauty of podcasts is that you don’t have to be limited to
commercial-filled radio. Instead, you can have everything you’re interested in
hearing or viewing delivered right to your Ipod. You could listen to the morning
news cast at midnight…hear DJ mixes from Paris, France or listen to comedy skits
on your way to work—all without a single commercial interruption.
It’s easy to locate available podcasts. One easy way to find podcasts is to
use the Podcast Directory in iTunes. These automatically-updated podcasts can
then be easily synchronized to your iPod for offline listening. There are also
many directories that list available podcasts, and also allow submission of a
podcast feed if you have one. Some of the more popular podcast directories are
www.podcastalley.com, www.podcast.net, www.openpodcast.org and
www.podcastdirectory.com.
Instead of just subscribing to podcasts, you could also create podcasts to
promote your business. You don't have to be a professional to create podcasts.
You simply have to be able to record and translate a recording into an MP3 file
and upload it to the internet.
If you’re a life coach, for example, you could create a podcast to highlight
your area of expertise and help your target audience solve issues. “Podcoaching”
could help you showcase your coaching skills, build rapport with a broader
audience and gain new clients.
Whether you’re interested in being a podcaster or subscriber, podcasts are a
valuable tool for sharing information.
One of the biggest challenges for small business owners is
finding a fast, effective way to bring in new customers. That’s because most
owners must wear several hats – bookkeeper, technical support representative,
human resources manager and marketer. And, of course, owners must provide
quality goods or services. Finding the time to market can be especially
difficult if you are a one- or two-person operation.
The reality is that spending the time to market is
essential to maintaining or growing a business. It helps you avoid one of the
biggest pitfalls in small business: relying on a big client or two for the
lion’s share of your company’s revenue.
Two things often happen in this scenario. First, business
tend to provide preferential treatment to the older, bigger client rather than
to smaller, new client, which may cost some business. Secondly, businesses find
themselves in a tenuous position by putting most of their eggs in one basket.
If the primary client leaves, the company could be economically devastated.
A healthy company always has new clients coming in the door
as well as happy existing clients. You can rely on word of mouth to get those
new clients on board, but usually it’s not enough. Here are three tips to help
you stay on top of marketing efforts.
Get organized. Hire someone to create a database of
that huge stack of business cards that you’ve been keeping in your top desk
drawer. Make sure it’s a database you can easily use for emails or mailings –
like your Microsoft Outlook contacts or ACT! Having all your potential
customers at your fingertips is money well spent.
Once you have all your contacts input, you can send
targeted e-mails or letters to your potential clients. Make the messages short
and sweet, as well as informative. People look forward to getting valuable
information, so give it to them. Follow up with a phone call to find out if the
information was helpful and if your company can provide goods or services.
Even the busiest entrepreneur can send 20 e-mails each
month and follow up with them. Schedule the time on your calendar to do it.
Create an “elevator pitch.” Try to pare down your
company’s products and services to a sentence or two. Start by writing down
what you do and then edit. This is a great exercise, especially if you offer a
wide variety of goods and services, to help you clarify your top priorities.
Most people want to try to throw in everything they do.
For example, if you’re a landscape designer, you may be tempted to talk about
turf, bedding plants and terracing. Instead, tell people “I’m a landscape
designer. I help people create their own backyard oasis.”
If at all possible, get specific. If you are a graphic
designer, be sure to add your specialties. Don’t just say, “I’m a graphic
designer.” Do say, “I’m a graphic designer specializing in e-newsletters and
interactive web sites.”
Cultivate your current clients. It’s much easier
and cost-effective to sell an existing customer additional services than to go
out looking for new ones. That’s what makes the pitfall of having one big
client so insidious – the smaller clients that you are tempted to shove to the
side may actually bring in more business than your current big client if you
give them the same stellar products and services.
Schedule monthly meetings with your clients to find out how
you are doing and to learn what they see on the horizon for their own business.
Show them how you can help fill their goals and dreams. You’ll be amazed at how
much a couple of hours of your time will pay off.
Contact is the most important element of marketing. If you
don’t have time to do anything else, make sure you contact at least 10-20
potential or current clients each month. Doing so will help keep that business
coming in and your company healthy.
The
Internet offers instant access to millions of documents on countless topics.
It consists of a variety of access protocols that
include e-mail, FTP, HTTP, Telnet and Usenet news. Many of these protocols
feature programs that allow users to search for and retrieve material made
available by the protocol.
One of the most
efficient methods of conducting research on the Internet is to use the World
Wide Web. Some of the
most effective ways to tap into this resource include visiting individual
Websites, exploring subject directories and using search engines.
Individual Websites
If you know
the Internet address of a site you want to visit, you can use a Web browser,
such as Internet Explorer, to access the site directly. Just type the Uniform
Resource Locator (URL) or Web address into your browser window to pull up the
site.
If you
don’t know the address, make an educated guess. Web addresses of companies are
often formatted as www.companyname.com (e.g.,
www.microsoft.com). University web addresses are typically formatted as
www.universityname or acronym.edu (e.g., www.ilstu.edu or
www.iwu.edu). Likewise, government agency addresses are typically formatted as
www.agency name acronym.gov (e.g., www.hud.gov or www.doj.gov).
Subject
Directories
Increasingly, universities,
libraries, companies, organizations, and even volunteers are creating subject
directories to catalog parts of the Internet. Directories are organized by topic
and consist of links to Internet resources relating to a wide variety of areas.
They are useful for researching general subjects, topics that need exploring,
and for browsing.
To get an
idea of the range of directories available on the Web, start with Internet
Subject Directories (http://library.albany.edu/internet/subject.html).
You can also explore popular private directories like Yahoo, The Open Directory
Project and Looksmart. If you need scholarly material, try:
The
Librarians' Index:
(www.liii.org) — This is a great way to explore a
large number and variety of sources. Supported by a federal grant, this
directory is the result of a large number of Californian librarians selecting
and annotating Web resources across a broad range of topics.
The WWW
Virtual Library:
(www.vlib.org) — One of the oldest and most
respected subject directories on the Web, this directory consists of individual
subject collections, many of which are maintained at universities throughout the
world.
INFOMINE (www.infomine.ucr.edu) — A large
directory of Web sites of scholarly interest compiled by the University of
California, this resource can be browsed or searched by subject, keyword, or
title. Each site listed is accompanied by a description.
Search
Engines
Search
engines allow the user to enter keywords relating to a topic and retrieve
information about Internet sites containing those keywords. Many search engines
compile a database spanning multiple Internet protocols, including HTTP, FTP,
and Usenet. They may also search multimedia or other file types on what is known
as the “deep Web.” Some of the most popular search engines are Google, MSN, Ask
Jeeves and Alta Vista.
Technically, a search engine service
consists of three parts, a spider, index and search engine mechanism. The spider
is a program that combs the Web from link to link, identifying and reading
pages. The index is a database containing a copy of each Web page gathered by
the spider. And the search engine mechanism is software that enables users to
query the index.
Here’s how
search engines work: With most search engines, you fill out a form with your
search terms and then ask that the search proceed. The engine explores its index
and generates a page with links to those resources containing some or all of
your terms. These resources are usually presented in ranked order according to
term relevancy.
Check
for Accuracy and Reliability
Since the
Internet is a self-publishing medium, anyone with the necessary technical skills
can place information on the Web. Therefore, it’s important to evaluate the
accuracy and reliability of your research information. You should consider:
Who published the information -
A site
maintained by a university or government organization is probably more reliable
than one maintained by a private individual.
Who wrote the information -
You can
probably assume that material written or otherwise provided by a known expert in
the field is likely to be reliable.
The age of the material
- If you need
current statistics, carefully check the age of the material you’ve found. A site
dealing with historical information may not need updating as frequently as one
related to news and current events.
Why the material exists -
Many special
interest groups have Web pages. And while this doesn't necessarily mean the
material is biased, it’s something you should consider. Think about whether they
might have some reason, other than pure helpfulness, for posting
information.
For the most
successful Internet research,try
tocross-check
the information you find as much as possible. Explore another site with similar
material, ask someone who’s knowledgeable about the topic, review a book on the
subject or weigh the information against what you already know.
The Internet is a powerful resource that, if
properly used, can reduce your operating costs, stimulate sales and add to your
bottom line. Research shows that the Internet is
playing a greater role in the way small companies operate. It’s also playing an
increasing role in driving profitability for smaller businesses.
According to a recent study by
ACNielsen and eBay, 51 percent of small businesses using the Internet believe it
has helped them become more profitable. Fifty-eight percent of them report that
using the Internet has helped their companies grow or expand, and 15 percent
feel that using the Internet is necessary for the survival of their business.
Boosting Your Bottom
Line With Your Website
An effective strategy for
using the Internet to enhance your company’s bottom line is to maximize your
presence on the Web. More specifically, turn your Website into a virtual work
horse for handling marketing/advertising, sales and customers service functions.
Here are key points to keep in mind concerning these areas:
Marketing/Advertising -
A Website is like having a business card, brochure and
advertisement in one powerful package. It’s the ultimate marketing tool
because it gives you an affordable, effective way to market your company —
worldwide.
Having an effective Website is also an easy, beneficial way to advertise your
business. The advantage of using a Website as opposed to other methods of
advertising is the difference between having an active or passive audience.
People visiting your Website are an active audience, and are curious about what
you’re offering. On the other hand, print ads, telemarketers, or mass mailings
are geared toward connecting with a passive audience. If your Website
effectively provides information about your products, services and company, this
can lead to sales.
Sales
- Many small
businesses view the Internet as a powerful sales tool. In fact, 33 percent of
small business owners use the Internet to sell goods and services online, and
43 percent find sales prospects online, according to the ACNielsen/eBay study.
The good news is that your Website doesn’t have to actually process
transactions online to enhance sales. Your site can provide valuable product
information and take online orders, and then complete the sale through the
mail or at a retail location.
Customer Service –
A Website can help you reduce many basic customer service tasks you or your
employees handle manually. By owning a Website, your office staff will spend
less time handling faxes, mail and routine phone calls about your
products/services, operating hours, location, directions, etc. Just think: If
an $8-an-hour employee saves just three hours a week, this could add up to
more than $1,200 a year. On top of that, you’ll also spend less money on
paper, printing, postage and advertising.
It is not a coincidence
that more and more businesses are using the Internet to boost their bottom line.
Something for Nothing with Free Online Advertising
It may sound too good to be true, but there’s an array of free advertising available online through search engines/directories, banner exchanges and e-classifieds. You can also take advantage of often-overlooked tools like ezines, blogs, forums and reciprocal links to promote your business. This article gives an overview of each of these resources.
Search Engines/Directories
Free search engines/directories are a prime spot to advertise products. The reason is: Eight out of 10 people surfing the Web use search tools to navigate their way around online, according to the eMarketing Association. And 54 percent of experienced online shoppers rely on a search engine when searching for a product to purchase online, reports Jupiter Communications.
Exact Seek is one of the few remaining search engines that offer free listings. It receives and indexes more than 30,000 new site submissions daily. To date, more than two million Websites have been indexed and added to the ExactSeek database.
The Open Directory Project is one of the most important directories online. Also known as DMOZ, it is the largest, most comprehensive human-edited directory on the Web. Getting your site listed with the Open Directory Project can be a major boost because of the highly relevant searches it delivers. Hosted and administered by Netscape Communication Corporation, DMOZ powers the core directory services for some of the Web's premier search engines and portals, including Netscape Search, AOL Search, Google, Lycos, HotBot and DirectHit.
Online Classified Ads
Almost everyone is familiar with classified advertising. So why not take advantage of the online equivalent. Placing e-classified ads can help you broaden your reach and Website traffic. It can also connect you with people who are eagerly searching for what you have to sell, which can boost your sales.
Websites like YahoolClassifieds, SuperAds and ZipZapAds allow you to post free classifieds in a range of categories and upload photos. Many sites allow listings nationally and worldwide. Ablewise.com, for example, features global ads in eight different countries. Online classifieds are the ultimate way to expand your brand locally and worldwide.
Banner Exchanges
Banner exchanges allow members to swap ads on each other’s Websites. You simply insert a small piece of code onto your Web page and you will display banner ads from other exchange members. In return, your advertisement will be displayed across the banner exchange network.
There are a wide variety of banner exchanges networks available online, including e-bannerx, click4click and 1800banners. All of them have different operating models, with some giving perks like a 10-percent referral fee or 3,000 banners for joining. Many banner programs require a 2:1 or 3:2 exchange ratio.
Overlooked Free Resources
There’s an array of free resources that are often ignored by Website owners. Ezines or online magazines are one of them. Ezines can give you an effective way to establish yourself as an expert, build consumer trust and, ultimately, generate sales. Submitting articles to ezines can result in a byline, enhanced credibility, plus a link back to your Website.
Another subtle way to advertise online is through blogs. A blog—short for Weblog—is simply a digital diary or online forum that anyone can read online. Nearly 80,000 new blogs are created every day, making them one of the most rapidly expanding online marketing tools, according to the State of the Blogosphere report from Technorati, a Website that indexes blogs.
Blogs can be developed to cover almost any topic, and they’re a great channel for publicizing new products or services. You can use a blog for a variety of purposes, including news, education, and commentary. A blog can provide quality links back to your main domain, plus enhance your site’s performance with search engines.
Reciprocal links is a tactic that can allow you to generate free traffic from other Websites. The key is to link to high-traffic sites that complement—not compete—with yours. This can provide you with a steady stream of visitors matching your target market.
Forums can also increase your visibility on the Web. This type of online chatting lets you communicate with audiences directly related to your product or service. You may even be able to slip in the name of your company and link back to your Website.
Seven Smart Marketing Strategies Every Business Should Use
But if your company is small-like more than half of all businesses in America- you probably don't have a large marketing budget. But you can stretch your marketing dollars by applying these seven smart marketing strategies:
When most people think of marketing, they think of advertising. But marketing is much broader than that. Marketing is everything it takes to get your product or service into the hands of buyers—from product development to product delivery.
Web Content is Vital to Having an Effective Web Site
An appealing design will pull people into your web
site, but it’s the content that will make them stick and become buyers. In
other words: Pictures tell, but words sell. That’s why your content is one of
the most important elements of your web site.
Outlining a clear strategy
for your content is the initial step to creating effective content for your web
site. First, identify what you want to accomplish, what information it will
include and how the content will be organized.
Your site should provide
information your prospects need to know to buy from you plus information you
want them to know that will convince them to buy from you. Need-to-know-type
content for potential customers might include information about your company,
products/services, customers and testimonials.
Information that you want
them to know might include work samples, frequently asked questions, press
releases, reports, articles and other material that can educate them about your
business. And don’t forget to include a clear and effective marketing message
that will convert visitors into buyers. After all, isn’t that the primary
reason for having a web site?
While your content must cater
to site visitors, it should also be strategically developed for the best
performance with search engines. So be sure to include the right keywords in
your regular text, meta tags, headings, etc. The goal is to make your content
appealing to site visitors and search
engines. If you optimize your content effectively, you can keep a steady stream
of free traffic flowing to your web site.
One of the most important
things to remember when writing content is this: Keep it simple and clear. Most
people find it 30 times harder to read text on a computer screen than on paper.
Also, site visitors tend to skim over web content, focusing on headlines, bold
text and links. So be sure to format your web content so the information is
easy for people to find, read and understand.
Here are seven smart ways to create
effective Web content:
1. Be concise.
Cut out extra words in sentences, get to the point and express what you need to
say quickly.
2. Be conversational. Don’t use complicated words or business language no
one outside your industry will understand. Just write the way you talk, so your
copy will convey a friendly, comfortable and confident tone.
3. Write in small chunks. Group ideas by topics and present them in small,
manageable chunks of information. Keep your sentences as short as possible and
vary the lengths so you hold readers’ interest. Then add descriptive, bold
headings that will make the content easier to scan.
4. Give good information. Most people go online to find information
about their hobbies, products or other interests. Don’t waste their time by
placing useless, self-serving content on your site. Make sure you provide
information that’s not only interesting, but also educational and enriching.
(In fact, many search engines won’t consider listing sites into their databases
if they lack useful information.)
5. Use descriptive links. Go beyond the typical "click here" link on
your Web pages. Try something like: “Take our demo,” “Get a sample,” or “ Order
now!” Not only is this more engaging, but it can enhance your performance with
search engines.
6. Link to complementary Web
sites. Include links to Web sites that offer supplementary (not competing)
information. This will not only benefit your
