All posts in "SEO"

Yellow Pages vs SEO –Which Is Best?

Published July 24, 2017 in Business , SEO - 0 Comments

20 years and longer ago you could not run a business successfully without being in the Yellow Pages. You have to be in the Yellow Pages or you are no one. You are no one if you were not in the Yellow Pages because the Yellow Pages is where everyone searched for companies to do business with. You also have to be in the Yellow Pages because your competitors were in the Yellow Pages. If you were not in the Yellow Pages, then all the potential customers that you would have gotten would do business with your competitors who were in the Yellow Pages.

In today’s world, you have to do search engine optimization because Google is the new Yellow Pages. When ever someone needs to find a business, a product or a service they search Google. You have to use search engine optimization to rank your business and your website on the first page of Google for several keywords if you want to be found when potential customers are looking for the type of products and services that you have. If you cannot be found on the first page when a potential customer searches on Google for your type of industry, services, and products, then you are going to miss out on a ton of money and your competitors are going to make all the money that you could’ve made.

It is now the case, the search engine optimization is far more important than being in the Yellow Pages. No one opens the Yellow Pages to find a business anymore, they go to Google and perform a search. To be found in the Google search you have to use search engine optimization. SEO is not a luxury it is a necessity to compete in today’s business world. If you are doing search engine optimization you are killing your business and you will not last for very long. Your business definitely will not grow. Hopefully, you are the type of person who runs a business with the intention of making it all that it can be. If you are not doing search engine optimization, then you are not allowing your business to grow into what all it could be. You are choosing to leave money on the table for your competitors to grab up.

SEO is an investment in your company. We like to frame it as creating a web asset that will funnel customers to your business day after day. As an investment, you want to do SEO the right way. The right way to do search engine optimization is to focus on the things that Google is looking for when they decide that a company is worth putting on the front page. What this means is that you need quality content, unique quality multimedia on your website, you need quality links to your site, you need to dominate social media and you cannot cut corners. Your website as an asset must become the type of place that is an authority on your industry. This means that your site becomes the place where people began to associate your industry with you.

So, you should be able to see by now that search engine optimization is something that you have to do. You should be able to see by now that it is something that you cannot avoid doing if you want your business to grow. You should be able to see by now that your competitors are doing this wonderful thing and they are taking customers away from you.

If you want to get in the game, compete, gain new customers and create a strong brand for yourself, you must utilize search engine optimization.

Search Engine Optimization: Five Myths Busted

Published July 3, 2017 in Business , SEO - 0 Comments

Imagine this: a little boy walks into a barber shop and firmly says, “Don’t touch me. I just came here because Mom forced me to.” Search engine optimizers are often put into the place of the barber. They are well-informed and ready to work on their particular client’s site. However the client doesn’t desire any alterations to the write-ups that are plastered on his or her website pages. This kind of predicament occurs as a result of misguided beliefs or myths about search engine optimization by the client. Let’s take a closer look at all these misconceptions:

Myth 1: SEO Is All about Creating Meta Tags and “Invisible” Program Codes

Many people desire to get a high rating for various keywords and phrases or keywords, but if you observe the textual content on their website pages, you can scarcely find the key terms they are aiming for. They come to hire a search engine optimizer while thinking that this kind of folks will simply mix the keywords into the site’s meta information, and everything will work like magic. This is a major misconception.

It is true your main keyphrases should be within your site description, post titles as well as keywords and phrases meta tag. Nevertheless, they must also be visible on the site itself–they must be found in some of the ideal places within your web pages. Several clients would point out, “But I like the way my website looks.” You may just like the way it is designed, but the search engines like Yahoo! and Google will not know that your site is truly talking about a topic (e.g., Electronic Widgets) unless relevant keywords are found in the headlines of your page, within the home page copy, in your website URL, in your different website links, as well as the posts within your website.

So, if your current copy actually works well and is able to change visitors directly into buyers or accomplish all the purposes of your web site, then you can keep it. However, you should still listen to what the search engine optimizer has to say concerning modifications for your website because those changes will make search engines choose to display your site each time a potential customer enters an inquiry with your keywords or terms, not your business rivals’!

Myth 2: Search Engine Optimizations Lets You Deceive Search Engines

Several clients point out, “You shouldn’t touch the visible content on my site. Make the modifications invisible.” However, you should know that making use of invisible text message is something that will get you restricted from by search engines. The main intent behind search engine optimization is always to give your internet site the highest chances of getting first-page ranking when people looks for information or solution using your chosen keywords and phrases. To be able to do this, you must design your website pages and compose copy in such a way that they appear intelligible to different search engines. Of course, you must do these without sacrificing the experience of your end-users—real individuals who visit your website. So, don’t make your search engine marketing professional to attempt to trick the major search engines, but instead assist him or her in presenting your website through the best possible way.

Myth 3: You Only Need to Work on On-Page Search Engine Optimization

So your website is properly designed, has appropriate meta tags and possesses keyword-rich text? Well, that does not ensure that your site will readily get high rankings for highly-competitive terms. Design, information, and copy–all of these aspects are merely on-site factors. Search engines like Google certainly have them into consideration. However, in addition to these factors, search engines also value off-site aspects such as the amount of high quality or perhaps authoritative internet sites that link to a given website. This means that you, your on-site optimization team, and your website promotion staff should all work for a link-building campaign, specifically getting links from websites that are already well-known and respected by search engines and internet users alike.

Myth 4: Search Engine Optimization Produces Results Instantly

Don’t anticipate getting a deluge of site visitors right after your internet site has been optimized. There are certainly some search working in a relatively rapid way, but the most popular search engines, specifically Google, have purposely put incorporated aging delay directly into its search ranking algorithm. This means that it could take several months before your see your site making it into the top of the search page results for your specific category. This is particularly true when it is a new site you have optimized. With the waiting period you have, you ought to consider working on other promotional strategies such as pay-per-click advertising, ezine advertising, marketing with articles, joint projects, and real world advertising.

Myth 5: Search Engine Optimization Costs Thousands of Dollars

Very large companies ordering solutions from the best SEO organizations can easily spend thousands of dollars on their marketing campaigns. That much is true. However, it’s also true that search engine optimization and marketing can be the most affordable and cost-effective selection for website advertising.

Let’s say you release a small pay per click strategy and pay about five cents each click. You get about a hundred clicks daily, so your total spending comes to $5.00 daily or $1825 annually. If you learn the way to optimize your site by yourself, you would be able to get normal search engine site visitors without paying that much. In reality, this is what many webmasters actually do. If you don’t like to do it yourself, you can opt to get a small search engine optimization package from an SEO specialist. This way, you will get great results while spending less compared to the pay per click campaigns international brands use.

So, when you encounter common myths about search engine optimization and marketing next time, don’t accept them blindly.

SEO and Market Research Help Drive Local Businesses

Published June 9, 2017 in Business , SEO - 0 Comments

Marketing a business is growing a business. To make more money in your business, you should have a steady stream of prospects. You must be able to service those prospects (sales) and convert them into paying customers. That all starts with a glowing online reputation and making sure you are ranking for local terms.

How do you ever get local SEO and marketing if it doesn’t make money? I was asked that question a few times in a recent conference. Here is the complete answer.

ROI and Marketing

Your return on investment (ROI) is a must in your marketing programs. You should be able to turn your marketing programs into positive cash flow for your business.

For example, an investment of $1,000 dollars has to come back into the business in the form of paying customers. This means the cost of the job and the cost of marketing must also be covered. So a business that makes 40% margins will need to make $2,500 to recoup its marketing costs.

That is why direct response marketing is a perfect place to begin your SEO and advertising efforts.

Marketing Average Spends

To justify marketing budgets, you have to understand the short- and long-term value of a customer. You will need to keep customers for the long haul if you want to boost your profitability.

The normal break-even point for businesses is a 12-month period. Each customer should start bringing profit into your business within 12 months after you’ve made the investment to acquire that customer.

Acquisition Cost of Marketing

In this article, David Skok discusses the relationship between product, market, and team. According to him, failure to get product/market fit right is likely the number one cause of startup failure. He further goes on to say that the most important metric or focal point should be on the cost to acquire customers (CAC).

The CAC metric, the real profitability of a startup brand, can predict if a product, brand, or startup can make it. CAC is a percentage based on your sales and the price of your product. You cannot use the same raw cost as other businesses but should focus on the percentage itself. The “cost” to gain a customer on a $9 dollar e-book is going to be less than the cost to gain a customer on a $4k diamond necklace.

That is what separates the “big” businesses and the mid-sized businesses.

If you’re a small business with one to three employees, finding the smaller scale of this model — aside from defining roles and training others — should be your priority. This will be the difference between staying small and becoming either a highly profitable small business or a medium-sized business.

You have to focus on being effective. CAC becomes the only number that matters. Driving your business forward based on that allocation of capital will drive your business to growth.

So what do you take away from this?

  • You have to know your market and define it.
  • You have to, more than anything else, have positive CAC in your business.

Start Your Marketing With Research

The first step in marketing your brand or service is to understand your market. While this may sound boring, it will definitely help you find cost-effective methods and systematic ways to always have your brand in front of buying customers. Research is where you drive your business and become a forward thinker instead of the normal “wait until they call” method that so many have grown accustomed to.

To illustrate market research, let’s look at a fairly obvious field of work: construction. As a construction business owner, you may wonder, “Why should I do research? I am in the building business, not the research business.”

Market research for the construction business would look something like this:

  • Step 1: Determine what you’re looking for. What is the current market for commercial construction in “State/City” and who are the current players?
  • Step 2: Plan how you’ll find it. Lay out the plan necessary to answer the questions from step one.
  • Step 3: Put the plan to work. Assign the task to different members of your group or carve out time in your calendar to make sure they are completed and recorded.
  • Step 4: Create a report. Once you have the data, you need to lay it out in a way that can be kept for future reference.
  • Step 5: Incorporate the findings into your business. Start bidding for and accepting jobs based on your strengths and the targets and opportunities you found.

Using SWOT in Market Research

SWOT stands for strengths, weaknesses, opportunities, and threats. You want your strengths and opportunities to overcome your threats and weaknesses.

Strengths

Your strength as a new business is availability. You don’t have as many customers so you are not as full as other contractors.

Weaknesses

Being new, credibility is your weakness. You don’t have major influencers recommending you.

Opportunities

  • You can call other recommended contractors and sub work from them.
  • You can start a Google PPC campaign that showcases what makes you different from other contractors. An ad that says “Call us now and we will be at your house in less than three hours” can work wonders. (Remember to have the resources allocated to justify your claim.)
  • You can start building a recommendation or center of influence market by hosting small “DIY” seminars at the local hardware store. You can begin to give talks and presentations at the local Chamber of Commerce.

Threats

  • Your real threat is that you don’t make enough money to survive and thrive.
  • You will have to focus on low-hanging fruit and understand being busy is not as important as making money.
  • You have to determine what market or segment you can penetrate to become the #1 recommendation.

Using AIDA in Market Research

AIDA stands for attention, interest, desire, and action. You classify each phase in the buying decision to live in one of these moments. To understand AIDA, let’s relate it to advertising.

Attention

You must first gain the attention of your customer. You can do this by crafting a great headline and placing it in their path through internet advertising or the Yellow Pages.

Interest

You have to gain customer interest with the headline and sub-headline. This is where you talk about the benefit of using your service. They may sound cheesy but great headlines work.

Something like “Great Rates and Fast Service” or “Your Money Back” can be simple but effective, while “The Choice for Automotive Repair in [insert your county here]” will target your customers in wider mediums.

Desire

You have to understand what your customer is looking for. Is their desire price driven or is it top quality service at affordable rates?

Action

How does the customer take action? Do they call you or should they visit your website? Whatever action you have them taking, you’ll want to allocate resources to that avenue of customer service.

Added Step: Conviction

Your audience is hit a lot with various interactions from advertisements. This makes them less trusting of ads. You have to build credibility into every offer. This is why online reputation and reviews are so important.

Marketing to Your Audience

Now that you have the groundwork for your marketing laid out, you should understand the following:

  • You know what your CAC calculations have to be. Regardless of the amount of money it cost, profitability is all that matters.
  • You know what customers you have to focus on gaining to meet your CAC.
  • You know your strengths to present to these customers.
  • You know how your game plan walks the customer through the attention, interest, desire, or action cycle.

It’s now time to craft your marketing to match what you discovered. Below we lay out some of the best marketing tactics and strategies to grow your business and create a positive ROI.

Online Reviews and Reputation Management

Before you launch any marketing or advertising campaign, you’ll need to focus on driving your reputation and reviews up. You need to have credibility. Your marketing will fall short when a customer finds a lot of bad reviews for you.

Here’s how to get online reviews without pissing people off:

Make Writing the Review as Simple as Possible

Make your website the central hub to leave reviews. You can then take the positive reviews and ask customers to post them on Google Plus or Facebook. Send them the direct links with suggestive phrasing on what to say. Many times that is all it takes to gain 10-15 glowing reviews.

Be Present on Multiple Review Sites

Everyone has their preferred site. It may be where the customer found you in the first place. Yelp, Angie’s List, Google Local, Yahoo Local, Trustlink, and many more are places to start.

Be Candid

Don’t be shy. Asking for a review is part of business these days and most people don’t think about it unless you ask. Say something as simple as, “Your opinion matters to us, so I would really appreciate it if you could leave a note about your experience on a few of these sites. It helps keep my cost down on marketing. Thanks!”

Tread the Incentives Very Carefully

Show appreciation but don’t encourage reviews with incentives. Anyone that reviews your business should get a 10% off discount coupon but leave it at that. That keeps your business ethical.

Consider Your Demographics

Younger customers will make a selfie about the experience. If you’re working with a less social media savvy customer base, they will need more prompting and hand holding.

Turn Reviewers Into Brand Ambassadors

Think about ways to further leverage the relationships of positive reviewers. Think about having an appreciation luncheon and snagging some video from it to put on your site. Nothing says great customer service as sincere video clips showcasing it.

Don’t Ignore the Negative

Ostriches make terrible business owners. You shouldn’t stick your head in the sand either. Listen to the complaint and make it better than right. Always go the extra mile. This is not a place to make your case but understand and show how you are willing to please the customer.

Website and Online Marketing

Online Marketing Starts With Your Customers

Before making a website, creating a profile, or launching any campaigns, you should understand who your customers are (demographic and emotional Data). You should also know the major pain points your business solves.

Understand the Path You Want to Lead Customers

Do you want to buy traffic and direct them to your homepage or a landing page, or are you going to have them go through your Facebook page? Are those different designs ready to capture and show the pain points for that targeted group of customers?

Website and Brand Creation

Designing a website is different from making a website. If you don’t know the pivotal moments and where you want your customers interacting with you at those moments, then you’re not ready for a website.

To understand your brand’s mission online, you should first understand the key differences between online and offline.

Word of Mouth vs. Trust

Online is not extremely different than offline. You just have to understand that online trust isn’t that easy to gain. If your content is too promotional, people will see you as a “salesy” company. This won’t do well for your brand. You want to provide clear, valuable information about services, brands, and other key points that the customer would normally talk to a salesperson about.

What would you want a customer to know? Reviews, free information, credibility sources, and how your customers find you build trust online.

Appliance stores like Yale Appliances have done this and turned it into profits. They took the exact process that a customer would go through with some of their sales people and made it online. The owner has written over 1,400 posts on their website in a little less than 10 years. The site now drives a large part of their revenue and is increasing in every facet.

Listen Before Talking vs. Listen Before Writing

When you’re talking to a customer on the showroom or on the phone, you can answer the next statement based on the questions you ask them. This is not the case when you are writing the information. You have to answer all questions and make it easy for customers to understand the path to get there.

Since you’re not able to give and take as you would in person, your website design becomes the path the customer has to go through to get the answers to their questions. The design of your website should lead customers through the journey that best answers their questions.

If your website is just a placeholder to call you, you’re not increasing the research that can be done on your company.

81% of consumers research online before purchasing. That is a staggering statistic. If you want to be sought after by customers then you have to make your website educational. Put marketing aside and just have a conversation.

We have been successful at taking our customers’ catalogs and then just recording phone calls where we ask them about various products in the catalog. We then turn that into content for the website with side by side comparisons provided by brands. This is great review content that can help educate potential customers on site.

You Interact With Customers vs. Your Website or Social Page Interacts With Customers

With the same give and take as before, you have to realize that your website becomes the face of your brand online. You focus on evergreen content and its creation cannot be spoken of in ROI.

If three customers a month pull up one piece of content that you wrote a year ago, then did that content bring in 36 customers a year? What is that piece of content worth by itself?

The idea of content marketing is great. The problem is that it has to work in tandem with other great content and a great website. This starts as you create the website.

You Can Adapt Based on Customer Reactions vs. You Have to Mold Your Content Before Putting it Up

The beginning of your homepage and website should start with the design that your customers walk through. If you understand how customers interact with your business already, then you know exactly how it would lay out in a store. You should do the same online.

I have seen a lot of people spend a lot of money on sites that didn’t improve the customer experience. Make sure you understand the customer and their experience before you start on your website.

Understanding the Critical Points to Online Marketing

Don’t accept oversimplified answers to strategic marketing. You will want to start testing but that is not where you begin. You look at that process through every step and understand why things happen. This leads you to a CAC model that you can duplicate and scale.

You wouldn’t build a house without a blueprint. That is the same as your marketing infrastructure. Start with the blueprint and develop your marketing based on your plan. You can track everything online and make the numbers work for your business’ profit and avoid any poor investments.

The Secret Sauce = Online Marketing + Timing

Picture this: The moment your ad as a plumber comes across the computer screen as they realize the hot water heater is dumping gallons of water into their basement.

Another picture: The moment your ad (online tool store) comes across the screen and they are shopping for Father’s Day gifts.

These are just some examples that show you the power of online marketing. Online is the only place that you can make sure the person you’re marketing to is genuinely interested in your product or service. Also, you cannot get timing in any other form of marketing.

Timing comes down to keywords. You find keywords that your brand should show for. You show the ad only to people on that search term. That results in a conversion.

Now you just have to figure out the right piece of content to show each grouping of keywords.

This process takes a great deal of detail and measurement. Everything is well thought out and deliberate to analyze the best converting moments in your customer’s timeline of interaction with your company.

To get the right audience online you will want to have marketing segmentation. That is what we will cover in the next post.

Image Credits

In-post Images: Screenshots by author taken June 2017.

Content Marketing For Dummies

Published June 2, 2017 in Content marketing , SEO - 0 Comments

Rank Your Website – WHY Content Marketing for Dummies

First let me express that I do not think any of us are truly dumb. We may be uneducated. Just because we do not understand the words that people are using doesn’t mean any of us are dummies.

Content Marketing the Term

The fact remains that most of the people that would or have benefited from content marketing rarely know what it means. They know all the usual sayings like “Content is King.” They also read some of the information thrown around by many of the SEO gurus and their colleagues and competition.

I feel like in order to appreciate Content Marketing and everything that it can do for your business you need the simple knowledge of exactly what it is and the results it can bring. More than that is that you have to understand Why it brings those results, Why the results will never be penalized, Why you can and should do it, and Why the day to day process can be included as a ritual in your business.

Content Marketing – What It Is

When you are hearing the term of Content Marketing then you realize that to some form you are marketing content. That one I will give us all for figuring out. It is called Content Marketing because you actually take pieces of content and contact various places that you can submit the content in order to actually gain the post on their site.

This already sound like a lot of work?

Content Marketing – What it does

The difference of content marketing to what you normally think of when you think in terms of marketing as a small business owner, freelancer, or solopreneur is the difference in inbound and outbound.

Outbound Marketing – Cold Calling, Email Blast, and Door to Door

When you are making outbound marketing calls then you are doing a form of marketing. This is an aggressive style of marketing and comes with results for sure. Email blast, where you buy a list or rent a list and email out to customers is another form of this outbound marketing.

Inbound Marketing – Content Marketing, Nurture Campaigns, Recycle Campaigns

I remember when I first heard some of the “campaigns” talk at a seminar. I wanted nothing to do with it. I come from a telemarketing background and I know that if you give me a few weeks and a phone I will have some sales.

The reality is that the inbound campaigns are really extremely wonderful for long term customers.

When you are taking the information that a customer wants and leaving a breadcrumb trail of information for them to follow then they start to really embrace your brand. They trust you as the source of the information that they are consuming. This early adoption is key for many lasting brands and can be for yours as well.

Buyers Personas – Content Marketing Demystified

Now think of your various customer and where they started in the process of understanding the problem that your brand solves.

The reality is that each customer started from a similar place. They found the problem that they have.

For example let’s introduce Dorothy. Now Dorothy has a closet full of red shoes and right next to that closet is her bathroom. The shower seems to be filling up and not draining when she takes a shower. Her toilets are not flushing on the first time often.

Now all of us are thinking back through our last experience with a plumber.

Buyers Persona – The Problem Fix

How did we know a plumber is the fix? A plumber is the person that works on pipes and sewers for most our houses. There are those of us that are DIY by nature and would knock this out ourselves.

Realize that the distinguishing difference here is that Dorothy hasn’t become frustrated enough with her problem to do anything about it. She may however search for easy fixes and find that she should buy some Drain O to first try and solve the problem easily for herself.

This is when our prospects identify themselves. We want to rank for that search term because it has the most searches. This however is the beginning of the buying process.

The Pivotal Moment – Start Here

This buying process will continue on until finally Dorothy’s red shoes are soaked one morning after a longer than usual shower. Then she is going to call a plumber. She may google and whoever shows up first will get the business. She may shop around and call a few for a quote.

That is until she finds out the new house she bought a couple of years ago has a septic system and now she has a whole new set of problems. Problems she knows nothing about. Now she is back to reading online about homeowners with septic systems and maintenance that she will need to perform.

As you think through the buying process like this you can identify content pieces that would fit each moment in the prospects buying cycle.

This is the buyer’s persona for one potential client. You should do this for each variation of your customers.

Now each step becomes another piece of content.

Content Marketing for Your Business

Each step of this life cycle or buying process will have distinguished keywords. They are distinguished because only people in that stage will be looking at those keywords. There will also be keywords that may fit every one of the moments in the buying cycle.

When thinking through the next piece of content you will need, you simply need to look through the keywords you want to own that you do not have content for and are closest to the pivotal purchase moment in that cycle of the buying process.

You build out content and as you build each piece you write like you are talking to “Dorothy” in your future customers shoes. Walk them through exactly where they are at and exactly what they should do.

The Build-Out Process – Hard Labor Ahead

The content build out process doesn’t have to be as intensive as it seems from the top view. Take a few hours and build out your buyer’s process cycles on a white board. Sit down in front of this and make notes of each of the moments starting at the pivotal point working out to the moment they figured out they had the problem.

Start With the Pivotal Moment

That pivotal moment when they are reaching for the phone and going to find someone to solve this problem and solve it today. Those are the easy customers to get. They want a price and are making a decision. You do find some shoppers here as well but not near as many as other portions of the cycle.

Take the keywords that someone in this position would type into google and do it.

Keyword Research with Ease

Copy all the variations that pop up in google for these words. Also look at what type of content pops up for each keyword and make a note of it. Sometimes they will be all top # list post and others will be detailed headline catching post. Others will have the dreaded “Definitive Guides” in them.

Now take out the google keyword tool or Longtail Pro and find all the long tail versions of these keywords you can. Sort them by title first.

Group all the keywords into groupings that make sense with one another. Feel free to copy one into more than one grouping.

Now You Have Your Targets

Let’s take a moment and realize that now you have your target groupings for keywords. This is a big accomplishment and I know it took you all day on a Saturday like it did me the first time.

Now you want to make your content but make it is in the smartest way possible.

Create a Big Piece of Content

When you begin this may seem difficult. There are a lot of theories to go into here and I will save you the brain numbing debates that are out there. Here are a few things to make sure you have a note of as you are building this piece of content.

Competitiveness tells you the size needed

You can look at how competitive a keyword is in order to understand exactly how in depth your piece of content has to be. If you are trying to own the keyword “Online Shopping” then get ready to absolutely have to create an encyclopedia a few times over.

Most keywords need a 30 page guide or less. Many times you can get by with a cheat sheet (25 things you have to know in order to X) style of content.

Headlines, Sub Headlines, Design

The headline of your content and sub headlines are absolutely critical to in your content making. This where I start. I make the headline for a few pieces that are in my keyword groupings. This normally gets the creative juices flowing.

The design is critical as well. Make sure your information looks and feels like a wonderful piece of content that is written by an expert for the person reading it.

Realize that you first read anything solely based on the design and headlines. You then scan through the sub headlines and this tells you whether or not you are going to read the fill.

Brainstorming Made Easy

When you are in front of a blank screen it is often the hardest thing in the word to start those first words. Here is some helpful starting places. Make the headline first. Come up with a catchy headline and then google it and read. This content will get your brain working on your piece and get your creative side rolling.

Once you start it is easy to finish? Sometimes it is harder to write an entire 10k word epic eBook because of the starts and stops. Do the same thing as you did with the headlines.

Make each title for every section then make the sub headlines. Then you can come back and write in the supporting sentences and have perfect structure every time.

Work Is Not Done Yet – But Your Close

Now you have your huge Guide ready for service. The next pivotal point for you is to make sure it ranks, right?

You can skip the discussions about whether to hide it behind a form or not and just hide some and make some available. Easiest that way. I always make three to four nice pieces of content and hide them behind a form when I start a business. Then I make a strategy guide and don’t hide it.

Take Out a New Hat – Amplify and Promote

Now you take each of the sub headlines and create a blog post surround the target keywords. You can just go over the information you detailed out for the sub headline for each post. Your normal 30 page guide can give you 30 really good blog post. 16-20 very easy for sure using this method.

These small critical slices will introduce one of the topics inside the guide and explain that one portion and then reference the guide for the complete information.

You Are Creating Your Breadcrumb Trail

You are now starting to see the breadcrumb trail start to happen. Now when you attack your next guide then you will reference the guide you just wrote leading your customers from one stage to the next in your buying process.

Did Someone Say Rankings?

I left off a very critical point about these blog post. You have these slices to post on your site. You also want to take some of them and pitch to people in your industry as well as writers and journalist.

Think about it. You have a complete guide to show them, you have a blog post to reference back to as the link, and you have the outline of content you are looking to publish and submit ready for you.

Time to Stalk Some Authority Writers

Every time I go after writers and journalist I always feel like I am on an episode of National Geographic and someone is talking about how the writers are in their natural habitat as we are watching them.

I will normally start by retweeting a few things that the writer has published on twitter. Then I will look at their linked in and add some of their writings into my buffer to share on all my social media. I make sure and add their hashtags etc… so they see it.

I will then go through and quote or reference their work in my previous blog post. I will then send that quoted piece to them via a social media channel.

As I have read a lot of their information and have identified them as the “victim” of my next pitch, I then set in. For avid Twitter users you can normally time it based off what they are tweeting.

I find their personal website and then submit a contact form. Sometimes I am lucky and find an email. Either way there are a few rules you want to follow.

Rules for Submissions

I normally only submit the Headline and a few sub headlines for my pitch. This ensures that I can enter the appropriate links for the writer that accepts or gives me the opportunity to post for them.

I will send them the head line often like the picture above. In nice picture format. This often grabs a bit more attention. Then I break out the sub headlines below it with the general idea of the piece.

What this process looks like

The Twitter back and forth:

Then hopefully it leads to the email back:

The High You Feel Is Unreal

I love the television shows such as House, Sherlock, and Elementary. I love puzzles. So when I get emails back like that I know I am fixing to prepare an epic piece of content. I am also super excited as I am one step to accomplishing my goal for a huge win in my content marketing campaign.

I am going to grow that relationship and have multiple post from that source if there is anyway possible.

Must Ask Questions:

  1. One thing for sure I am going to do is ask what format the writer wants it in.
  2. Make sure and link to the Writers other articles
  3. Ask if they want you to add the pictures
  4. Let them know you are going to promote the article

Publish Day Is Here – The Giddy Feeling

When that post goes live, man, there is no better feeling in the world! You feel so accomplished seeing your link on such a huge website. You know you can do anything.

The work isn’t over though as you have one final thing to do.

Budget Advertising and Promote Like Crazy

The same way you would do your own site. You want fire up google PPC, Facebook Ads, Twitter Ads, and add that article in your social media marketing drip campaigns. Email it out to your list of customers to read. Grow the views on that article piece in any and every way possible.

I have spent well into 4 figures promoting a post like this. Obviously you have to have the budget for this type of spend. Hopefully you targeted a great author that will get you a few thousand readers regardless but you want this to become one of his top articles all time.

This will foster a long term relationship where they look forward to the next post from you as they know their viewership will increase every time you are writing something as you are going to promote it.

Now Some Shortcuts and Other Great Tactics

Realize that you guide is another piece of content that you can absolutely gain links to without this process.

  • Use tools like buzzsumo and buzzstream to find sites you can email
  • Email about a particular piece of content and show them your guide asking for a link
  • Submit guest post to these sources
  • Create list to email every time you have a guest post

The possibilities are endless. There are all kind of campaigns you can put together for these various link earning campaigns.

Why We Are Submitting All This Content

Remember when Dorothy was looking up the plumber. When you have authority and relative backlinks to your content then you will rank higher in search engines like Google. When you rank higher then more people find your brand and start their relationship with you online.

The traffic that comes from the links and write ups are a great bonus as well. This traffic can also become future clients as your author and your self have similar relevant subjects.

This is really not new

This is really the old school way of prospecting and what media agencies did to create buzz for years. The difference is the sophistication that all the various tools can help you with now. These contacts are found online now and not in one guys Rolodex. That is the reason you can perform all the task we talked about exactly as we would.

Your Customers Will Love It

Realize that your customers will love the process as well. They will become educated on their own time and on their own terms. As you build on each piece of content you are creating an even bigger marketing funnel for your customers to find and become attracted to you.

This entire process will become second nature to you as it has to me. The exhilaration will make you want to get that next piece published and that next link obtained. It can really become almost like a drug and an article in a major publication is your fix.

Creating Endless Buzz

When you are faced with building a business from scratch many of us know that there are enough challenges on our plate day to day. The stress is enough to make us stay up at night. I wanted to write this for you. You can create an endless buzz of traffic that will lead you into another level of business.

Once you can grow your business in a grass roots style then you can create processes to repeat your customer experience over and over. This process driven business can driven from content marketing, marketing automation, and great processes on fulfillment.

Grow your business and its influence every week by repeating the promotion portion of this process.