3 Content Marketing Tips for 2015

Many small businesses are under the false assumption about a web site, "if you build it, they will come." We are at a time when more web sites exist than ever before and that number grows significantly every single day. So how do you go about getting your site - your content - noticed by the users that matter most to your business? It takes some careful thought, ingenuity and marketing. Here are three tips to help you market your content more effectively in 2015:

1. Focus on your audience
   Your content is for people...not Google, Bing, bots and crawlers. Every item of content you create for your site should be uniquely targeted to your audience. Clearly define and get to know your potential customers. Create content that speaks to their interests, needs, preferences and provides information that is relevant to them.
   
   And the result? Your site will develop positive search engine optimization scores. Google's search algorithm has evolved enough to now take into consideration user experience factors along with programming protocols. So site content that is optimized for users will organically begin to perform better in search engine results. Not to mention the fact that your chances to convert site visitors to paying customers is much greater as well.


2. Promote - Promote - Promote
   Half the battle of content marketing for small business is just getting it published. If it's a blog post, a product video on YouTube, a new page on your web site or a new product picture on Instagram, making the time to do it is the challenge. But once you make that happen, it's time to promote and share that content through every means you have - email, newsletter, social media, guest blog post, maybe even a press release. And a key element is to direct people who see your content to your main information hub - your web site. It's fair to say that you should strive to put as much effort into promoting your content as you do creating it.


3. Align your message
   For every place you publish content - whether it's blogs, web sites, social media accounts, emails - make sure your message is consistent for your target audience. That doesn't have to stifle creativity but it does require some alignment in the way you present your information. As users follow your content and visit your web site they get a cohesive message. And as those users transition into customers, they value the content you provide and will be keenly aware of the fact that you meet their needs.

So make 2015 a year for content ingenuity, not just creation. Your small business has a value-added message for others and it's time to share it!

Is Your Business Internet Presence A Well-oiled Machine?

When a vehicle is in top condition & running great, it is often said it is like “a well-oiled machine”. Can you say the same of your business Internet presence? I define “Internet presence” as any place on-line where your business information, brand or image is represented. From your website, to search results and Internet ads to social media – all of this plays into how your business is presented & viewed on-line. A “well-oiled” Internet presence requires several components...using a car analogy we’ll review the four most important.

1. Website = Engine
The basis for any on-line presence must be a website. Opinions vary on this greatly in the age of social media, blogs, etc. but I believe the best and only place to be in complete control of your company message, brand identity and business information is your company website. It is the core & center of everything you do on-line. Just like an engine is the core of the vehicle & it is involved in every function of the machine, so is the company website the center of an Internet presence.


2. Search Engine Optimization = Chassis
Although the engine is the core of a vehicle, without a chassis, that engine can't be taken anywhere. In that same thought, a business website is the center of a professional message but if it is not optimized to do well in search engines, the message never goes anywhere. Search engine optimization allows the website (and really all on-line communications) to do more than sit and wait. It gives the on-line message the framework to actively attract business.


3. Marketing = Wheels
Marketing efforts are what give a website and other areas of the Internet presence the ability to really move. Internet marketing creates the opportunity to increase visibility of a company message and move traffic to and from the various on-line activities. It could be paid advertising or have no monetary cost at all, but the interaction of your marketing message on the Internet will give greater return for your efforts.


4. Social Media = Super Charger
If we consider marketing to be the wheels of the 'well-oiled machine' then we now consider social media to be the super charger of the Internet presence. With social media use hitting all-time highs, it only makes sense that a business profile on Facebook, LinkedIn or even YouTube can be a powerful & valuable asset. Generating daily, weekly or even monthly interactions on social media sites has proven to be an exceptional way to increase a business Internet presence.

It is worth saying that an engine can be started, a chassis can be formed, a wheel can roll and a super charger can be built all independently of the other components in our analogy. However, it is only when they are all put together correctly do they make the vehicle function as intended. And the exact same goes for our on-line components. For a business to have a "well-oiled machine" of Internet presence, all of the components mentioned - a website, search engine optimization, marketing & social media - need to be a part of the plan, be implemented correctly and work in coordination with each other.

Consider how your business information, brand & image exist on-line now...and commit to taking steps to make it better. Let's get your Internet presence running like a well-oiled machine!

Tips For Optimizing Your Small Business Website

Search engine optimization is something every website needs. But before you can make that happen, you need to understand what it is. Search engine optimization (SEO) is the process of refining website content and using various programming techniques to improve a web site's ranking in search engine results. So how does a small business owner go about optimizing their site? Here are 5 basic tips to get started:

1. Good content.
   Text on your site should read well for humans. That may sound silly but in the past, people making sites have tried to do all kinds of things to get search engines to rank them well, including filling pages with hard to read, link-filled, run-on sentences. Search engines have evolved to be able to know what good content looks like. Not to mention the fact that you want site visitors who get to your site to be able to read and navigate through your information effectively.



2. Chose appropriate keywords for your business.
   Focus on no more than 15 key phrases. The goal is to rank well in search engine results for the most important terms and phrases to your business. This takes some time and consideration, as well as using some tools to determine the words that will give you the best quantity and quality of site visitors. A good tool is to use Google Insights. Then once you narrow down the keywords that will be the best for you, start incorporating them into all the pages of your website.



3. Use keywords in content, page titles, page descriptions and links.
   Search engines use very complex algorithms to determine search result rankings and no one really knows all the variables. However we do know that quality, keyword rich content & links help the search engines determine what a website is really all about. So by using your list of 15 key phrases in the text of your pages, in the HTML page titles & descriptions and in any links on your site, you are helping the search engines know even more about your site content.



4. Put names on all images.
   To a search engine, an image is just empty space unless it has what is called an alt attribute. Getting keywords and phrases into the alt attribute of all images on the page replaces the 'empty space' with quality content that the search engine can use to help rank the page.



5. Publish new content and pages regularly.
   Of course, that is a tough one for a small business owner but the more you can share updated information, the more attention your site can get from search engines. An easy way to do it is add RSS feeds of related subjects to a page on your site. Or add a Facebook Page Badge if you have begun working with social networking. Fresh content is important to returning site visitors as well.

Getting a higher search engine rank for your web site is not as straight-forward as following a list of rules and recommendations for search engine optimization. As I noted before, no one outside of the programmers at Google, Bing, Yahoo and other search engine operations really know all the details about how it works. But a foundation of good content, appropriate keywords, smart keyword placement and fresh content is the best place to start building your SEO strategy.

Tips For Better Web Site Performance

Web site performance is a unique topic among small business owners - some are aware that an effective web site can be a great asset, while others are satisfied just having some kind information on the Web regardless of it's performance. I suggest that all small businesses can see a dramatic ROI from improvements to their web site. Here are a few tips to achieve better site performance:

1. Make sure the site design is appealing and follows good usability standards.
   A web site can be optimized for good performance and even rank well in search engine results but no conversions result. If the site is too cluttered, has bad design or is just basically unappealing, site visitors will not find what they are looking for and will give up using the site. Usability tells us web sites have 4-6 seconds to grab a first-time visitors attention - so be sure the design & layout of the site is effective.
   


2. Utilize keywords visitors would use to find the site.
   Turn your focus to the site visitor. The actual purpose of the site is not necessarily self promotion, it is to serve the site visitor. So build your site around keywords that Internet users would type in a search to find your products or services. Then help them find that information quickly and easily on your site.
   


3. Get the right people doing the right jobs.
   With the ease of web site builders and content management systems offered by hosting companies, many small businesses develop their own web sites. Their are literally thousands of new sites created every day. Many site owners believe they can administer the technical, content and search optimization aspects of their site, not to mention the Internet marketing of the site. I suggest that using a professional in those areas can make all the difference in your site performance. It is very unlikely small business owners know all the ins-and-outs of web site development. The ROI for using professionals in at least one those areas far outweighs the cost to get it right.
   


4. Make quality a goal of your site.
   Don't settle for a pieced-together, half-hearted web site - it won't attract many site visitors, it won't rank well in search engines and it certainly won't have many conversions. A small business would never think of creating other marketing materials of poor quality - so why should they settle for a poor quality web site, which has the potential to reach significantly more people? They should do what it takes to create a high quality site, even if that means hiring a consultant or designer.

Just like many other aspects of doing business, what is put into a site is likely what will come out of it. So I suggest small businesses take the steps necessary to achieve better web site performance and enjoy the significant results of doing things right!

Tips For Web Site Success

Creating a successful web site can be quite challenging for small businesses. However, with a few tips and thoughtful plans, the puzzle pieces begin to come together so any web site can increase its effectiveness.

1. Define "success" for your site. Web sites are diverse and can serve any number of purposes - from on-line brochures to dynamic sales portals. Take time to decide what the function of your site is and then determine what is success for that function. Would success for your site be a specific number of visitors? Or would it be an increased percentage of sales? Or possibly success would be an increased number of visitors that register on your site. Regardless, once you know what success is in your eyes, you can tailor the site to meet your goals.
   
   
2. Concentrate on good design principals. There are basic design principals and concepts that all web sites should employ. Sites should be user-focused and easy to navigate. Keeping things simple helps users find what they need quickly and almost effortlessly. There are many cool, cute & clever functions that can be created on a site but if it does not serve the visitor, leave them off the site and stick with good, basic designs.
   
   
3. Make sure your site is usable. This may sound odd but it is important to consider. Once visitors make it to your site, they need to be able to use the site and understand the content. This is closely related to the good design principals noted above. The navigation should be clear and in a prominent place. Again, cute & clever won't get you very far if the site visitor can't decide how to get around your site. Make sure content is well organized and tailored to help users find what they need.
   
   
4. Promote, promote, promote. Make sure everyone knows you have a web site. Put your URL on business cards, letterhead, e-mails...anything that leaves your office. Market your site like you would a new product or service. The more people that know about your site, the more potential visitors you can get. And as your web site traffic increases, you can begin measuring the effectiveness of your efforts.

So having an effective web site isn't rocket science but it does take some time, thought and persistence. It helps to have assistance from a professional developer but the tips noted above are practical and can be used by any web site owner. As with most marketing tools, a web site only increases its success with your commitment and effort.

Search Engine Optimization For Every Business

Search engine optimization is something that every business with a web site needs to know about and needs to address often. The good news is, it is relatively easy and it does not have to be costly...and the ROI can be priceless!

Effective web sites provide the right information to the right site visitors at the right time. Web sites that are effective in search engines utilize that right information to help lead those right visitors to their sites at the right time - when someone is searching for them! So how can every business take advantage of search engine optimization? With 3, equally important, simplified practices:

1. Keywords. Consider the exact words & phrases that will bring people to a site. And not just bring people to a site but bring the right people to a site. Use those words in text on the web pages, in titles and in descriptions.
   
   
2. Content. If the site text utilizes keywords, matches page descriptions and confirms the message of the business, it will naturally do well in search engines. Content developed to serve the site visitor will also serve the search engines - no magic tricks or smoke & mirrors - just good, quality content that is informative and uses terms that best describe the products or services.
   
   
3. Links. Inbound links are important to search engines. All the top search engines use what is called "link analysis" and it helps the search engines determine many things about any given web site. Along with popularity (how many other sites link to it), link analysis determines the validity & relevance of page content & keywords. If inbound links are meaningful and make sense with the content on the page, search engines will consider the links as a valuable measurement variable of the site.

Please note that these 3 items work in coordination with each other and are not ways to unduly influence search engines in favor of any given web site. The true purpose of search engine optimization is to make sure the information presented in a web site is being appropriately indexed by the search engines by using technology the search engine programs can analyze. If the information is accurate, straight-forward and what customers need, there will be great results from the web site...the right visitors at the right time!