Not sure what to blog about? Having trouble getting started on that white paper? Here’s what marketing expert John Jantsch has to say on the topic:
Removing writer’s block
Take a break and go outside
Seems simple enough, right? Stand up, walk away from your desk, and get away from your computer for a bit. Do this even if you’re on a tight deadline. There’s no point in just staring at your computer if it’s getting you nowhere. Getting some fresh air will help get your creative juices flowing and will make you feel refreshed so that you can return to your desk and conquer a stellar piece of content. Read more
You really can’t even dream about showing up for local searches unless you claim and optimize your Google My Business Page.
- If you aren’t sure if you have a Google My Business page you can go here to check it out – https://support.google.com/business/answer/2911778?hl=en
- If you think you may have multiple Google My Business pages, check it out here (It’s not uncommon) – http://www.michaelcottam.com/google-business-page-finder/
- If you find that you have duplicate listings, you may be able to merge them by following these instructions – https://support.google.com/business/answer/4669139?hl=en
- If you are having issue with your Google My Business page, this is the best way to let Google know: https://twitter.com/GoogleSmallBiz
- If you want to learn the best ways to optimize your page right from Google, check this out – https://support.google.com/business/answer/7091?hl=en
“Marketing-Focused” Thinking Should Drive Your Website Design Today
The homepage is often a prospect’s first impression of your website. Long, scrolling pages are the expectation these days, so think of your homepage elements as a bit of journey. Don’t try to cram it all above the fold, let people get further and further as they scroll.
So that visitors can get the most out of landing on your website, consider implementing the seven elements below.
1. The promise
The purpose of the promise headline, above the fold on your homepage, is to show the visitor that you understand the challenges they face. You need to make them a promise that will solve their problems.
2. Call to action
A call to action (CTA) is an image or text that prompts visitors, leads, or customers to take a specific action. CTAs help to guide people through the customer journey and advise them on next steps.
Your call to action can be to request more information, schedule a consultation, or download a free report. Make sure it’s relevant and useful – the days when people simply signed up to receive an email from you are over, but people still want to be led to useful activities and resources that get them closer to solving their problems.
Many companies are beginning to feature video on their homepage, and for a good reason! Video allows you to give people a real sense of who you are, what you stand for, and let people hear your story. It’s also a great way to produce content to engage your audience.
Some put this in the nice to have category, but I think it’s a must these days for small business websites.
4. Trust elements
You need to have elements that build trust on your homepage, whether they be logos of current customers or testimonials for your audience to glance over. Have reviews or accolades you want your audience to see? Make them easy to find and place them on the homepage.
This is almost a content category for many businesses as things like reviews, case studies, and testimonials should be part of your ongoing content building efforts, but once you collect them use them to build trust and social proof.
Wondering why your website doesn’t generate traffic and leads like you thought it would? Our Total Online Presence Audit can help.
5. Changing content
It’s a good idea to feature frequently changing content from your website on your homepage. For example, place a blog or social feed on the homepage that shows recent activity. It’s a great way to show your company is active and to keep content fresh on the homepage.
6. Content upgrades
A content upgrade gives people the ability to download premium content in exchange for an email address or capturing a lead. This is an essential element for conversion on your website. If they download this content, this expresses interest in what you do. Take this opportunity to give them more valuable content moving forward to nurture them through to the sale.
The key is to make the upgrade, a checklist or eBook for example, highly relevant to the blog post or content where it is featured.This is an essential element for conversion on your website. If they download this content, this expresses interest in what you do. Take this opportunity to give them more valuable content moving forward to nurture them through to the sale.
This is an essential element for conversion on your website. If they download this content, this expresses interest in what you do. Take this opportunity to give them more valuable content moving forward to nurture them through to the sale.
7. Core services
Create boxes that feature your core products or services and include about 100 words of content with each. Since these are your core services, you’ll likely have full pages or sections of your site related to each, but by placing them on your homepage accompanied by descriptive content, you’ll also get some additional SEO value.
Get help with your website
The experts at Advantage Marketing can help you develop a website that generates leads for your business. Contact us to learn more.
Reprinted from 5 Step Marketing Blueprint by John Jantsch, Duct Tape Marketing
Gone are the days of your website just being a digital brochure for your company.
A website now has many jobs, including:
Get found – The website should be optimized for search to help you get found online.
Build trust – Your website is a key element to building trust. Once a person arrives on your website, it needs to validate their challenges. Your website needs to function the way your customers need it to and expect it to.
Educate – Your website should teach people how to recognize what their problems and challenges are. · Inform – Once a person has found you and trusts you, you need to inform them on how you can solve their problems.
Nurture – Often people need to come back to your website numerous times before making a purchase. Capture their email address and continue to create valuable content that is relevant to their stage in the customer journey to nurture them through to the sale.
Convert – A conversion can be many things from subscribing to a newsletter, to calling you, to making a purchase on your website. Conversion opportunities need to be an element of the design of your homepage to help guide the journey.
In today’s world, your customer’s journey starts by researching online. People are coming to a conclusion on their own as to whether or not they are interested in buying from you far before you even realize you are being looked at. You need to make sure you have a presence in these early research stages, and completing each of the jobs above will help you do that.
Tell a story
The main goal your website should achieve is to be able to immediately tell a story. What you may get wrong about storytelling on your website is that the story is not about YOU. The story must be the story your customers and prospects are telling themselves. They need to see themselves in the story which starts with their challenges, problems, and issues that they don’t know how to solve. You have to immediately let your website visitor see that you know what they’re struggling with and that there’s a good chance that you know how to solve it.
Small businesses hire marketing consultants for many reasons. But do you know what you should consider when evaluating marketing consultants?
In this video, Duct Tape Marketing founder John Jantsch discusses the four key questions you should consider when hiring a consultant for your marketing. Read more
Wondering why your prospects don’t find you on Google? Why your website doesn’t generate traffic and leads like you thought it would? Why your competitors seem to show up for coveted keywords?
With our audit and the subsequent plan of action we build for you, you’ll have a complete picture of your current online presence and a roadmap to help you do the things you need to do to dominate your market. Read more
Advantage Marketing’s managing director, Loraine Kasprzak, has successfully completed the rigorous initial Duct Tape Marketing training and has continuous access to training throughout the year ensuring she is the best at the marketing game. Read more
All that hard work paid off, and your B2B event was a success! Now what? Post-event follow up is key to ensuring your attendees’ experiences are stellar. Read more
The secret to starting right in digital marketing is to focus on one goal, one type of content, and one social media channel at a time. Simple? You bet. Powerful? Like you wouldn’t believe. Let’s break it down.
One goal – If you don’t have goals in place for your digital marketing activities, you might as well not be doing it. Every time you start writing a blog post or composing a tweet ask yourself: Will this help me achieve my goal? Read more
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