How to build traffic…

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Get Traffic image

How to Build Traffic

So you’re writing your heart out. Fingers cracked and bleeding. Eyes bleary, blood-shot. On the verge of caffeine poisoning. Your reward: Three people have read your blog. Another five have noticed your Twitter post. No one clicked onto your website. Nobody has commented or shared. What!!!!! Obviously that’s not how to build traffic.

To help you out, let me show how to build traffic; that is, how to get more people to read, like and share your posts. And as importantly, to get more to your website. After all, that’s a primary objective of the whole writing thing if you’re selling a product or service.

The short answer to how to build traffic to your website or blog:

You need the right content. Sent to the right people. On the right media.

The long answer to how to build traffic to your website or blog :

To reach the people you want (and who will be interested in what you have to say), you need to know who they are. Where they are. And what they’re interested in. Your Audience is?To create the right content for the right people in the right place, you should start with a Content Marketing Strategy.

Your content marketing strategy will help you define your customers and where you are most likely to find them. Identify your competition and evaluate your strengths and weaknesses via-a-vis your competitors. Review what you have posted, who has received it and what else you should be writing about. This process will allow you to evaluate everything necessary to develop and publish posts meaningful to those you want to reach. And, that’s how you build traffic.

If you are not sure how to develop a Content Marketing Strategy, we offer a worksheet to help you set forth everything needed. Please send us an email requesting a copy. It will be sent without any cost or obligation.

Down to the nuts and bolts…It all begins with right content for the right Content Content Contentprospects…

Like good advertising, your “content” needs to get attention, arouse interest, create desire and lead to action. Presented below are five ways to create the interest you need to draw people into your posts.

1: Write articles that are relevant and valuable to your readers.

 Quality articles may be ranked higher in search results. (I say “may be” because there are never any guarantees in ranking.) Make sure your articles address the needs of your readers, and that readers can find all of the information they need in one spot. This is the most effective means for increasing traffic to a website: offering people content they cannot obtain elsewhere, or at least, not to the level of quality that you are offering. If you use sources, provide a link to the other sites or resources. That’s helpful in making it easy for the readers to obtain all the information.

Drawing a blank? Here’s another option.

2: Invite experts to write posts on your site

There are many experts in your industry or business category that can offer valuable information to your prospects/customers. But the guest posting should be created especially for your readers. That way not only can you share it with your audience but with the guest writers as well. These guest posters probably have thousands of followers and readers that can be introduced to your services, posts and blogs. These new readers can be sent back to your site, where you’ll have additional terrific content to share with them. And, the guest poster will meet your followers. Win-win.

3: Produce or utilize others’ how-to videos

What do your customers want to learn how to do? Dye their hair pink? Take better portrait photos? Make dinner their kids will eat? Hang a picture or add a new door? Scare off a bear? Figure out some problems that lend themselves to how-to videos.

You can launch your own series on YouTube or you can share an existing series of how-to videos. A client of mine has a home improvement store and shares already-made DIY videos as well as those he makes for his customers and prospects.

If you can’t create the videos yourself, hire a company that can assist you produce a high-quality video. Remember, the quality reflects on the quality of your company.

4: Q&A series

Q&A sessions are inherently interesting, and they’re a great vehicle to show off what you know. You can use webinars or whatever tool is most comfortable for you.

Q&As don’t just encourage engagement; they’re also a strong traffic builder because they’re easy for your fans and network to promote. And that’s important for getting your networks network to share.

Plus, they will give you the opportunity to collect topics for future content based on what’s being asked and answered. When you write about your audience’s questions, you’ll be writing the type of content that gets shared — the type of content that attracts traffic.

5: Expand the possibilities. Increase your visibility. 

Explore the possibilities of finding traffic in the offline world. (You know, the part of your life that isn’t Facebook or Twitter.)

Attend in-person conferences where you can meet new people in your industry, as well as potential clients or customers.

If you’re products/services are for business-to-business markets, pitch articles to trade journals and business newspapers. They are always anxious to publish informative articles and don’t have the staff to get it all done. I’ve published many articles for clients in trade publications. It’s a very inexpensive to increase visibility, establish “expert” status and expand your possibilities.

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I hope you have found this article helpful. You may have heard it all before, but it’s really important to practice good content. If you want a worksheet to create your Content Marketing Strategy, email me at rsollish@themarketinggarage.com. We will send you one for FREE with no obligation. Please visit our website to learn more about how we can help you grow your business and to review our work and services. 

 

 

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Stand Out From The Crowd

 

Stand out from the crowd

To stand out from the crowd is the goal of every business. Creating a branding strategy is extremely important to differentiating your brand from the competition.  But branding wasn’t formally defined and set forth until the 1970’s.

Over 40 years ago, two advertising pioneers, Al Ries and Jack Trout, published a book titled, Positioning: The Battle for Your Mind. It started a marketing revolution. One that made companies understand that a successful brand required a battle for the minds of consumers. Simply, positioning is how people “think” about your brand. It’s how you stand out from the crowd. Here are some familiar examples:

Mercedes-Benz: Engineered like no other car in the world

BMW: The ultimate driving machine

Southwest Airlines: The short-haul, no-frills, and low-priced airline

Avis: We are only Number 2, but we try harder

L’Oreal: Because you’re worth it.

Walmart: Always low prices. Always.

Nike: Just do it

While these are taglines, the companies also demonstrate their positioning by how they market their brands, how they build their products and how they treats their customers. For example, Mercedes-Benz has to build cars that are like no other, demonstrate their “superior engineering” positioning and make consumers think “best engineered cars” whenever they think about the company.

You, too, need to position your brand to distinguish your business from your competitors. And you can’t just say you are committed to “superior” service. Every business says that. That’s not going to differentiate you from your competitors. Not in a meaningful way. 

When selling a commodity how do you stand out from the crowd?

 

Museum quality wood flooringA client who owned a wood flooring company, asked us to design their marketing materials. As I learned more about the wood flooring category, I noticed there was a flooring store on practically every corner. And they were selling on price: Strips of wood in various finishes, all at the lowest prices. My client designed custom flooring with the most unusual and gorgeous designs. The company was definitely upscale, whose customer base were people and companies looking for quality and custom design. They were not interested in cheap.

That’s why we  positioned the company as Museum Quality Wood Flooring. And that’s exactly what they offered and how we demonstrated it in marketing materials.

7-Step Brand Positioning Strategy Process

In order to create a position strategy, you must first identify your brand’s uniqueness and determine what differentiates you from your competition.

There are 7 key steps to effectively clarify your positioning in the marketplace:

  1. Determine how your brand is currently positioning itself
  2. Identify your direct competitors
  3. Understand how each competitor is positioning their brand
  4. Compare your positioning to your competitors to identify your uniqueness
  5. Develop a distinct and value-based positioning idea
  6. Craft a brand positioning statement (see below)
  7. Test the efficacy of your brand positioning statement (see 15 criteria below)

Then you need to formalize how you are going to stand out from the crowd, or your positioning (unique selling proposition).

How to Create a Brand Positioning Statement

There are four essential elements of a best-in-class positioning statement:

  1. Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand/company is attempting to appeal to and attract?
  2. Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers?
  3. Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
  4. Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

After thoughtfully answering these four questions, you can craft your positioning statement:

For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].

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We hope you have enjoyed this article. Positioning can be complex. So if you need some help getting your company or brand to stand out from the crowd, get in touch. We will be happy to work with you. Contact me at rsollish@themarketinggarage.com. 

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How to get customers to buy your products or services

 

Where did your customers go

Too many choices. Too little time. Too little help.

We live in an age of practically limitless options—cars, phones, products, services,
lifestyles. The choices we face for the simplest purchases seem infinite.  

Take the supermarket. Last count there were over 42,686 products (and growing) lining confused by choicesthe shelves. Choosing a can of soup can make your head spin. Then there’s electronics. Computers. Small appliances. Business supplies. How about the large choice of  lawyers. Accountants. Dentists. Architects.

Customers who walk into a store with little or no knowledge about your product or service are likely to leave without buying anything. That’s why many companies are losing business.  Continue reading

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When to post to social media

Posting to social media

Research indicates when to post to social media.

I know a lot of people who agonize over when to post to social media, whether its posting blogs or messages on their various channels. The dilemma was universal enough to encourage some folks to research the issue. Here’s some of what they discovered.

It indicates the effective times to post social media.

According to TrackMaven reports, and other industry research, the table below provides Continue reading

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5 steps to your next job.

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How to create effective advertising

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Email Marketing Best Practices

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Create eMails That Get Opened and read. eMail marketing is a very important component of a total online marketing program. You must properly craft eMail letters that get opened, read and acted upon. Some email get high open rates (that is they … Continue reading

How to get more email addresses

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Tips for getting more customers and prospects to sign up for your eMails.  The cornerstone for a successful and profitable email program is getting contacts’ email addresses. Those who have tried, know it’s easier said than done. Most people don’t want … Continue reading

Social Media turn offs!

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Social media is used to attract more customers and generate sales. Businesses that don’t utilize social media correctly end up losing them instead. Here are seven social media actions to avoid to get what you want. Social media marketing makes building long-term … Continue reading