CompuKol Connection When you need results, our expertise eclipses the competition! Thu, 20 Nov 2014 10:00:27 +0000 en-US hourly 1 The Importance of Landing Pages for Lead Generation Thu, 20 Nov 2014 10:00:27 +0000 Continue reading ]]>

We know what landing pages are, but do we remember to review them or refresh them? Possibly, the idea of creating or updating the landing page(s) has slipped to the bottom of our virtual “to do” pile. If you are not using landing pages, it is time to add the creation of one (or more) to your list of things to do.

What is a Landing Page?

The idea behind a landing page is to encourage conversions.

While conversions can (and do) happen on the home page of a business site, they are much easier than using a landing page. Why is that? Let’s picture the visit to the home page of a new website. We may become excited over all of the resources that are available there, but we may also become overwhelmed at how much content is available and wonder where we are supposed to start. Let’s face it. We are living in the “Information Age” and we can easily become inundated with information and border on the precipice of information overload. That is where the landing page comes into play.

The idea, as a business owner (or website owner), is to reach our goal, our business objective, whatever that objective is. Generally, there is some sort of monetary element to our objective(s), but even if there is not (i.e., growing an email list, brand exposure, etc.), we want to “convert” the website visitor from a lone visitor to a participant on the overall path to that business objective. Hence, what we call the “conversion.”

In some cases, a business may have a website that is really just a landing page, but generally, it will offer additional links for more information and resources, which is, in essence, a landing page home page.

The key thing, on the landing page, is to keep it simple, and more than that, keep it focused on your overall business objective, without any additional distractions that will impede that conversion.

The Creativity of Landing Page Marketing

For years, marketers have understood the need and possibilities that landing pages had to offer. In an article in Entrepreneur magazine in 2008, called “Stick to the Landing Page,” author Gwen Moran provides case studies and information from marketers on how to use landing pages. Some of those ideas are still relevant. The ideas include the combination of postcard marketing to pull people to the landing page instead of to the business home page. As a part of that postcard marketing, the landing page itself can be used as the graphic on the postcard, creating that appeal as soon as the would-be customer opens his or her mailbox.

This can also be done with business cards and handed out at trade shows and conferences, saving that postage cost that comes with the postcard marketing.

Another idea is to include the marketing of the landing page through the use of QR codes on posters and coupons that are given out in your local area or local stores that allow you to offer your printed promotional material.

The offline opportunities really are endless.

You may want to obtain an easy-to-remember domain for your landing page, so that it fits well on your printed material and is easy for the future client to remember. That doesn’t mean that you have to be married to that particular landing page as you can always change the design of the landing page or point to the domain to another landing page, changing your campaigns as they need to be changed.

Do the Math

In an article this year (2014) in the Journal of Advertising Research, authors Ewing, Steward, Mather, and Newton discuss the need to understand the difference between the viral aspect and the non-viral aspect and the mathematics on how to measure the success. Their article is called, “How Contagious Is Your Viral Marketing Campaign? A Mathematical Model for Assessing Campaign Performance” (that is a loooong title, eh?!).

Fortunately, many landing page tools and providers exist and the online providers tend to have built-in analytics so that you do not have to do the math yourself. The importance of these analytics is how you can review the effectiveness of your landing page and whether it is providing the conversions that meet your business objectives.

Combine that with the use of Key Performance Indicators (KPIs), as quarterly or monthly goals that feed into the overall business objective(s), and the analytics become a real view into the success of your landing page campaign(s). It provides a view into what is needed to have even greater success.

While you can create the landing page “by hand” coding it in html, you can also hire someone to create the landing page for you or use a service where design templates are available to get your landing page up and running right away. The advantage, there, is that often, those analytics and A/B testing are built into the online system. If you do it by hand or hire someone to create the landing page for you, be sure to hook up <a href=””>Google Analytics</a>, or a similar analytics system so that you can track the results. By doing that, you can find out which landing page or landing page design is providing the most conversions for you. You don’t want to rely on just how many sales (or conversions) you are receiving because without the analytics, you will not have a clear view into the “what” is behind the conversions and that is what you need to repeat the success (or minimize the failure).


We have refreshed our memory on why it is so important to use landing pages. More importantly, understanding the purpose of the landing page, which is to obtain conversions. It is helpful (more like a requirement) to have analytics to measure the success of your landing pages to ensure that they are meeting your KPIs and your overall business objective(s).

So, what is next? If you have a landing page, it is a good time to review the effectiveness of that landing page and consider whether it needs a refresh or update. If you do not have a landing page, it is time to create one. Remember, it does not have to be perfect right out of the starting gate and you are allowed to improve over time. You can always apply what you learn to your own designs and future endeavors with your landing page objectives and campaigns going forward.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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Creating an Optimized Blog Post Mon, 17 Nov 2014 10:00:44 +0000 Continue reading ]]>

You are able to distinguish good writing from bad. You can read content as it pertains to your business and your brand and you can understand very quickly if the right messages are in the content. The question is whether you can tell if the content is optimized for the search engines, which is also very important to your professional success.

The importance of optimizing your blog posts

First and foremost, if you have been paying any attention at all since the dawn of social media and the success of the Internet, you must understand the importance of blogging for your business. If you are just beginning to blog and to get your online efforts in order, you may be a little confused about where to start. It would be wonderful if you had someone to walk you through it. However, if that is not an option, you will have to manage it on your own. It is very important to remember that optimizing your blog posts begins with keywords or key phrases. The next step that you will need to take on your journey to writing optimized blog posts is choosing an exciting and appropriate topic. You will be motivated by a few reasons to choose the most exciting topic possible. The first reason is that you are trying to reach your target audience on an emotional (or human) level. If you can connect with them in that way, you will successfully start to build a relationship. Building a relationship with the other person is the only way that you will be able to eventually sell your products and/or services. The other important reason for choosing the most appropriate, compelling topic is for the purposes of the search engines. The bottom line is that if you don’t rank high on the search engine pages, nobody will find you. If nobody finds you, you will not have the opportunity to build relationships with the members of your target audience.

You have chosen  your keywords or key phrases

Once you have identified your keywords and/or key phrases, it is time for you to write a kick-ass title. Your title really needs to grab your target audience and it needs to entice them into continuing to read on. It is very important to keep in mind that every blog title that you create must have at least one keyword or key phrase in it. On the other hand, it is critical to remember that you should never stuff your titles with too many keywords or key phrases. You must do it in a sensible, appropriate manner. Your title should convey what your blog post is about and it will help you to write an effective, successful blog post that other people will want to read and want to share. You should include two or three keywords or key phrases (and not more than that).

The body of your blog post

There are certain guidelines that will help you to keep your blog post appropriate. As far as the length of the blog post is concerned, you should try to keep the blog at between 500 and 1,000 words. That may seem like a lot of words but once you start to develop a writing pace, it will be easier than you think to come up with a blog post of that length. Hopefully, you won’t experience writer’s block but if you do, there are many different places from which you can draw inspiration. If you choose topics that excite you, your excitement will come through and excite other people as well.

Make sure to use anchor text

Anchor text is text that has been hyperlinked to your website. The link should lead your readers to a specific page (and section) on your website. It is important to remember that your hyperlinks should be few in number and it is most appropriate to put them in the second half of your blog post.

Include graphics in your blog post whenever possible

If you can, whenever you can, you should include some sort of graphic element in your blog post. It is important to remember that many people are visual and your blog post will have a much more positive effect on them if they have a graphic image on which to focus. There are many free images from which to choose online. However, it is very important to make sure that whatever you are using is truly free. Otherwise, you may run into copyright issues and it may end up costing your money.

Offer an incentive in your blog post

It goes without saying that the quality of your content must be top-shelf. However, it can also be very effective if you offer some sort of incentive to your readers. People love that and they will respond positively to whatever you are offering them. People generally love to feel that they are getting something for free.

Use tags

Tags in a blog post are very important. Your tags will allow your article to be found by other people. It will also make searches easy and efficient. There is no limit to the number of tags that you can include in your blog post. The more, the better.

Include a call-to-action

A call-to-action is extremely important in your blog post. It is picked up by the search engines and it is the only way that your target audience members are able to interact with you. Without that, you will never see or hear from them, which doesn’t make any sense.


Optimizing your blog post is critical to the success of your business. What makes a successful blog post is not just one thing. It is all of the components that work together as a well-oiled machine and the results can be extraordinary. Remember to do keyword research before you do any of the writing and you can’t go wrong.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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Maintaining Brand Image Consistency Across Social Media Channels Thu, 13 Nov 2014 10:00:51 +0000 Continue reading ]]> This entry is part 3 of 3 in the series The Role of Branding in Your Marketing Strategy  

Social media used to be a relatively easy game. There were one, maybe two different social media sites you had to be on, and that was it. Those days are gone. While a few social media channels seem to get the lion’s share of mainstream coverage, the reality is that there are now several different social media platforms with very active and diverse user bases.

Be it Facebook, Twitter, Tumblr, Pinterest, Instagram, Google Plus, or LinkedIn, if you want to reach various demographics and audiences, you need to be on many or all of these platforms to find them. Therein rises the dilemma of how to maintain brand consistency across these many social media networks.

Your brand, after all, is everything to your company. It’s how people view you, how they view your content, your services, your products, and everything in-between. Cultivating that brand image is indeed one of the most important aspects of appealing to new customers and earning their loyalty.

The problem then, as you’ll see in our first tip below, is that you not only need to be on these various channels, but you have to excel on each of them. A poor effort or inconsistent message on one of them could ruin all the hard work you’ve put in through the other channels.

Let’s get started then on maintaining your image across social media platforms.

Same Content, Different Message

You may feel that posting the same content on every platform is redundant, and that many people will witness it more than once. Forget about that. The more often you get your content out there, the better, as it’s easy for your content to get lost in the social media flood. In fact, it’s the best way to make many social media posts, without actually posting too often on one platform and alienating your fans there.

That said, you should be tweaking your content slightly for each platform. On Twitter, focus on shorter messages, using hashtags and other search terms to allow your content to be found by those beyond just your sphere of followers. On LinkedIn, give a slightly more professional tone to your content, while on Instagram and Pinterest, you’ll want to focus on making it slightly more light-hearted.

Maintain a Consistent Look Across Platforms

Your brand image (and I mean the literal image now, not the figurative one) is so essential to making you easily identifiable. As with the above point, while you may think it boring to use the same content (in this case, your cover image) across every platform, it’s really a must. You want people to recognize your company instantly when they see your content, not struggle to sort out your various images in their mind.

Invite Feedback on All Your Channels

Whenever you can, on just about everything you post, ask for feedback or responses in various ways, and provide the links to all of your channels so they can do so. This will let your fans know you’re interested in hearing from them and encourages discussion and further adds to your various channels so they feel they aren’t missing out on any of the discourse.

Of course, this also requires your interacting with them at times, thanking them for their contributions, and offering their opinions on topics or responding to some of their own questions in kind.

Be As Relevant and Trendy as Possible

This is hard to do, but is such a great way to build your brand image. You appear as an informed citizen of the world, and one who is on top of trends, which translates very positively to your customers, who can anticipate the same from your service.

Follow news and trending topics and incorporate relevant ones into your content when possible; relevant meaning not only to your post, but to your customers in general as well. There’s a right audience and a wrong audience, to quote Justin Bieber. Make sure you know your target audience, and which references they’ll appreciate and which they’ll groan at. This ties back into the nature of your varying audiences on each platform and may allow you some flexibility to make references on one platform that you wouldn’t on another.

Make sure to stay on top of new and up-and-coming social networks as well. While not every social network is destined for ubiquity, use of these can provide you with new, niche audiences, or even give you a leg up on other businesses in the event that a given social network does become a success.

Just remember to avoid being snarky with such trendy comments; it’s an easy path to go down in the social media world, which is snark-filled, to say the least. It’s also one that often turns out badly or casts you in an unfavorable light. Keep it classy!


If it all seems like a lot of work, well, it is; but it should also be a lot of fun. Embrace the process of social media transparency and interaction. It’s your chance to build a dynamic and ever-evolving partnership with your customers that will reap immense benefits. If you’re going to play the social media game (and you pretty much have to), you may as well do it right and take full advantage of its incredible potential.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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How to Perfect Your Brand Message Mon, 10 Nov 2014 10:00:00 +0000 Continue reading ]]> This entry is part 2 of 3 in the series The Role of Branding in Your Marketing Strategy  

As a business owner, you have a brand. In fact, even if you don’t own your own business, you still have a brand. Your brand may be personal, professional, or both. Have you  taken a hard look at your brand lately? If you have and it isn’t what you want it to be, you need to perfect your brand message.

Your approach to beautifying your brand

Now that you have taken that long, hard look at your brand, you should have been able to come up with some answers and a direction in which you would like to move to bring your branding and your business to the next level so that it becomes wildly successful. There are several different way that you can make that happen.

  • Create a positive impression: The last thing that you want to do, when it comes to your brand, is to leave a lasting negative impression. If you manage to do that, you will be leaving the other person with an association (and an image) of your business that is definitely long lasting but that is also extremely negative at the same time. You don’t want to go there, ever! You need to be very clear about establishing a positive image and leaving a positive impression. Undoubtedly, you have competition. There are bound to be other business owners and other businesses that do what you do and share your goals for success. That is exactly why you need to be the best that you can be and to succeed in spite of the competitors, not because you are able to squash them on your way to the top! Make your brand sing and offer products and/or services that are unique and intriguing. If you can accomplish that, you will succeed at getting the other person to choose you over your competition in many cases.

  • Establish a clear message: One of your keys to success is the fact that you will have one clear, brilliant, unstoppable message that will never waver and will wow anyone who comes into contact with it. You will be making a fatal error if you try to spread yourself too thin by coming up with a multitude of messages. It is far more effective to concentrating on perfecting one message than establishing several that are mediocre and lackluster! Your one message will smoke the competition in that niche and there will be no stopping you.

  • Use language that is clear and concise: You may be tempted to use terminology that is fraught with jargon when you are addressing your professional connections. Don’t do it. The other person will not appreciate it and you will lose whatever credibility you have been able to establish up to that point. How you communicate is just as important as what you communicate. You would be surprised at how many people don’t have the ability (or the skills) to communicate in proper, effective English. Don’t you be one of those people. Make sure that your branding position is crystal clear and remains that way until the end of time.

  • Use your product and/or service descriptions very carefully: The adjectives that you choose to describe your products and/or services must be chosen very carefully. Make sure that your choice of adjectives is unique, compelling, magnetizing, and extraordinarily valuable to the person who is reading your content. It will pay off.

  • Spread the word: You must spread your branding message (and your marketing messages) properly and you should start with your own organization. Make sure that you communicate what needs to be communicated and make sure that it is done right the first time. It won’t be a mater of your having to spread the word all by yourself. You can get the other people in your organization to spread the word as well. It won’t be like the telephone game. In the telephone game, the message starts out one way and becomes so distorted along the line that by the time it reaches the last person, it bears no resemblance to its original self. In this case, your message will begin and end exactly the same.

  • Concentrate on the relationships: Although your ultimate goal is the same as everyone else’s (which means that you have a desire to sell your products and/or services), getting there can be approached differently than you might think. In other words, you shouldn’t concentrate on advertising (or selling). You should concentrate on the relationships that you will be establishing with your professional connections. That automatically turns your efforts from advertising to public relations. You must concentrate on connecting with the other person on a human (or emotional) level. If you can manage to touch their emotions, you will be able to convince that person that he or she would be better off buying what you are selling. It isn’t as difficult as you might think to make that happen.


Working your brand doesn’t necessarily mean that you have to spend a large amount of money. In fact, it may not require that you spend much money at all. However, that doesn’t mean that it won’t require something from you. It most certainly will. It will require your time and your effort, and most importantly, it will require your passion. Make sure that when you are telling others about your brand, you do it in a sincere, authentic, exciting manner. Getting your brand in the shape that you want it to be in is essential to your success so make sure that you check it frequently because it will require tweaking from time to time. You shouldn’t allow it to remain stagnant. After all, you don’t allow yourself to remain that way. If you are able to pour all of that into your business, you will become a huge success before you know it.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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How to Reach Your Mobile Marketing Objectives Thu, 06 Nov 2014 10:00:57 +0000 Continue reading ]]>

There are certain concepts that you should follow in order to successfully market to your mobile device audience. If you look around you, it is quite obvious that anyone and everyone uses a mobile device everywhere they go. So, now you have to customize your marketing efforts to fit mobile devices.

Your objectives in reaching your mobile target audience

One thing that you can count on is the fact that people are not going to stop using their mobile devices (not ever). With that in mind, you need to figure out the best and most effective way to get your message to them on their mobile devices. There are a few different concepts that you should keep in mind and if you follow those concepts, you won’t go wrong. In fact, you will actually achieve greater success than ever before.

  • Be instantaneous: People want what they want when they want it. That generally means that they want it now. When it comes to a mobile device user, the need for instantaneous information (or instant gratification) is even more pressing than it ever was before. The information is truly at the person’s fingertips and they are so used to clicking and getting the information that if it doesn’t happen that way, they will move onto the next business and person who will have the ability to give it to them quickly. Of course, this can definitely work to your advantage as well. If the mobile device user wants information quickly, you can be the person to supply them with it. Not only are you capable of giving your mobile device users what they want and need but you can get it there at lightening speed as well. You can give your target audience what they need in small, meaningful increments. That is just they way that they like it and expect it to be delivered to them.

  • Use a simplistic approach: Sometimes, the simplest approach is the approach that works the most effectively. Since your target audience members are coming to you because they need information that is valuable to them, you have a responsibility to give it to them in a form that works for them and that works conveniently with their mobile devices. It is possible that you may have a website that is optimized for mobile devices in addition to your regular website. If you need to do that and you see positive results for your business with your interactions with your mobile device users, it will have been well worth it. Your approach should be simple and straightforward. You will start to see how well it works for your business.

  • Make the relevance clear: It is critical to your success that you share content that is appropriate, clear, and concise. Sharing content that seems to come straight out of left field really won’t do you any good. People on the other end need to be able to relate to what you are sharing and to understand that you have the ability to solve their problems. That needs to be your first priority. You must always keep in mind the marketing principle, “What’s In It For Me?” (WIIFM). In other words, no matter how wonderful you and your business are, if you are not able to solve the other person’s problems, you won’t get anywhere at all with them.


You must consider marketing for your mobile device users in this day and age and you must make them one of your top priorities. Whatever content you share with them, they will be able to see and use immediately, which is a huge plus. Since their devices are always with them, they will get what they need from you very quickly. However, to give you a word of caution, it is important not to inundate them with two much information. You must make it comfortable and easy for them to receive and absorb your information. Mobile device users represent a large percentage of your target audience and if you are loyal to them, they will be loyal to you.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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LinkedIn Tips to Make Your Searches Soar Mon, 03 Nov 2014 10:00:57 +0000 Continue reading ]]>

There are several different effective ways to search for information on LinkedIn. LinkedIn has several intuitive tools that can help you to find what you are looking for quickly and easily. Two such examples are Premium Search and Lead Builder. If you use the search techniques mentioned here, you search capabilities will go through the roof.

What to do to make a difference in  your searches on LinkedIn

Because there are several different search tools from which to choose, it is important that you are discriminating about which ones you choose for your particular business. It will all depend on the type of business that you own and your particular products and/or services. On a very basic level, the tools that were mentioned above will enable you to create lists of leads using customized information that you can then use to find new people with whom to interact. However, we are going to go beyond the basics and share some more advanced tips that will increase your search capabilities tremendously.

Boolean search terms and keyword modifiers 

These will enable you to achieve more effective results with the prospective clients that you are looking for. You simply need to type in keywords into the search window. You can also create a search chain with keywords, title, name, and company name. Some good examples of the modifiers are “AND,” “OR,”  “NOT,” “quotes,” and “parentheses.” It is worth going through each modifier in more detail here:

  • AND: This is useful if you are searching for something with two elements. In this case, you can separate the terms with “AND” (make sure that it is uppercase).

  • OR: With “OR,” you can expand your search to uncover profiles that have more than one search term. “OR” is often used to possibly find additional spellings for the same thing.

  • NOT: This is not used as much as  other modifiers. However, it can be very effective in certain situations. This modifier will help you to eliminate what is not necessary.

  • Quotation marks: Quotation marks are acceptable along with the other modifiers that have been mentioned already. They work extremely well if you are looking for a specific search term (including punctuation).

  • Parentheses: You can use these if you want to combine terms and modifiers. This allows you to perform complex searches.

Performing advanced searches

Once you have performed your basic searches and you feel that that hasn’t yielded the results that you expected or needed, you may wish to perform more advanced searches. You can organize your searches by your first- and second-tier connections. This is a very useful way to keep the information organized and neat. It will help you tremendously when it comes to getting to the point where you are going to make a sale.  When you are searching on LinkedIn, you may find it beneficial to skip the simple search in some cases and go right to the advanced search. You have to figure out what works best for your business.


LinkedIn is an amazing social media channel for professional people. One extremely important aspect of LinkedIn, in addition to connecting with other people in order to share a mutually beneficial relationship that will stand the test of time, is the search aspect of the social media channel. There are many different levels of searches that you can potentially perform and the results that you yield may make a tremendous difference in the information (and subsequent results) for your business. The information may enable you to bring your business to the next level. LinkedIn provides you with wonderful ways to connect with your prospective customers and there are many different creative approaches that you can take to accomplish this effectively.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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Elevate Your Business With Content Thu, 30 Oct 2014 09:00:17 +0000 Continue reading ]]>

There are many different ways to make your content take your business to the next level. Of course, you must have heard it said many times that content is king and that truly is the case. The majority of business people have some interactions online for their business, hopefully, on a regular or semi-regular basis.

It is all in the content 

It is extremely important for you to understand that your content is the vehicle that will get you to where you want to go with your business. If your content is up to par, there is no telling how far it will take your business. There is a multitude of approaches that you can take when it comes to getting people interested in interacting with you. Your content can present a thought-provoking question, you can demonstrate your knowledge to others online, you can boost your reputation and visibility, you can acquire new clients, you can really plug your brand and your offerings, and you can establish trust and credibility. Your content can do all of that for you if you present the information properly.

You may be wondering how you can accomplish all of that through your content. In order for you to understand the answer to that question, you must acquire an understanding of how social media actually works and how and why networking is so critical to your business. One thing that you must understand is that you can’t simply share content and expect that it will work its magic without you. That just will not happen. However, if you manage to wrap your brain around social media entirely, you will be able to leverage  your content to a great extent and it will help you to become far more successful than you already are at this time. There are several different ways that you can go about it.

  • Your content must be original and unique but not all of your ideas need to be: It is a giant no-no to plagiarize (or steal) another person’s words, words that he or she has gone through the effort to create and share with other people). However, there is absolutely nothing wrong with deriving inspiration from someone else’s ideas as long as you are able to present those ideas in your own unique, genuine manner. There are many different ways to say the same thing and your original content may have a more positive effect on one person than another.

  • Use Twitter to share your content: There are many different social media channels that you may wish to take advantage of and only you can decide which ones will work best for your business. Among the most popular and effective social media channels, you should consider Twitter. Tweeting your articles to your followers may be a very effective way to get the word out to people.

  • Get your content to promote exciting discussions: A wonderful way to get people to interact with you through the various social media channels is by including thought-provoking questions that really get people to think and to want to discuss a particular topic. The more questions you include, the more you will inspire interesting discussions.

  • Launch conversations from your syndicated content: If you see that people are starting to discuss a topic, chime in and encourage the discussion to continue. Where the discussion begins and where it ends will probably be very different but undoubtedly, it will be inspiring and valuable. It can take the topic to new heights.

  • Present your content in interview form: People love to read interviews. Interviews always show the human side of the person being interviewed and an interview is a fabulous way to touch the reader on an emotional level. It is a guarantee that at least some of them will respond to your content in some way.

  • Make sure that your readers can get to your content easily: You not only want to share your content with other people and get them to react but you want to make sure that it is as easy as possible for them to read what you are sharing. You should try to give them as much information and access to as much information as you can (in a reasonable fashion).


Content is king! Everyone understands that and it is now the vehicle and will always be the vehicle to bring your business to the next level. No matter how amazing your content is, there will always be room for improvement. However, it is also critical that you understand that one of your main goals when it comes to your content is that it can make the other person realize that you can help them solve their problems. It is important for you to constantly strive to improve upon what you have already accomplished. After you have written and shared your content, let it work for you. You won’t be disappointed!

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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Tuning Up Your Website Mon, 27 Oct 2014 04:00:07 +0000 Continue reading ]]>

You are most likely well aware that getting traffic to visit your website is essential to your continued (and increasing) success and that of your business. If your website has been in existence for a while, it is a very good idea to look closely at what you have and to determine what works and what no longer works.

Getting the biggest bang for your buck

If you are successful at attracting people to your website, it is critical that you leverage the interactions that you have with those website visitors as much as you possibly can. It is very important for you to realize that your interactions must be mutual. A one-way street won’t get you very far at all. Not uncommonly, many websites have a large number of either one-way streets or dead-end streets. Either one of those is not good. Interestingly, you may not even be aware of or be able to identify those dead-end streets. Luckily, if you can identify them, you can eliminate them. Once you are able to fix that situation, you will no longer be missing wonderful opportunities.

  • Make sure that your website pages are all fully functional: You will want to look carefully at each of your website pages and you will want to determine if the pages have everything that they should have on them. One of the first elements that you will need to determine is if you have a call-to-action on every page. Another element that is essential is the presence of internal links on each page. Without providing your visitor with any possible way to begin interacting with you, you will not be able to form a relationship with that person. The internal links will allow you to do that. The call-to-action will ask your visitor to give you something that you need. You will be surprised at how many people are willing to give you what you ask for. Some other valuable elements that you might wish to consider adding to the bottom of your pages are thought-provoking questions and enticing comments. They are all designed to launch a discussion.

  • Be mindful of how you end your blog posts: It goes without saying that your blog content must be top-shelf. However, if you don’t include some action request from your readers, they won’t come back to you. If you ask, they will most likely give you what you want. There is no doubt that there is a great deal of value in your blog post; however, you can consider it a dead end if it ends there are doesn’t go anywhere else with your website visitors. It is not a bad idea to check your analytics to try to identify exactly which blog posts generated the most traffic and why. If you are able to identify that information, you will be able to mimic that information. When it comes to your links, it is important that you connect your website visitors with your online marketing strategy pages.

  • Make sure that valuable information shows up when someone searches on your website: When a visitor visits your website, it is very important that the search results never say “No Results.” If that happens, you can definitely consider that a dead end. Of course, you have control over not allowing that to happen. You just need to make sure that your pages have rich, valuable content so that you eliminate the possibility of that ever happening.

  • Thank You page for lead generation: One measure of your success on a website (yours included) is when your visitors click on the “Thank You” page. So, what happens after that? If you have an effective “Thank You” page, that means that your visitors will understand that something comes next and your visitors will understand what that is. That means that you are turning what could have been a dead end into something much more effective.

  • Avoid “Page Not Found” 404 appearing: This one is a little tough. Broken links are extremely common and you need to really keep on top of this. You can dictate the language that will appear as a result of a broken link. You may as well get creative and amuse people at the same time.


The objective of your website is to attract visitors and to retain the visitors with whom you have already been interacting. As you are examining your analytics, you will want to identify which areas are not doing well and constant tweaking may be necessary. It is important to remember that the question that needs to be answered on every one of your pages is what the next step will be for your visitors. Remember, a dead-end link (a link that contains no internal links) is the last thing that you want on any of the pages of your website because it does not allow you to connect with your online visitors. It is very important for you to pay attention to your website analytics and visitors. It will take minimal effort and time but you will get so much out of it.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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Planting Your Feet Firmly in Your Social Media Strategy Thu, 23 Oct 2014 09:00:53 +0000 Continue reading ]]>

If you “dabble” in social media, you may not realize how much more you can be doing for the benefit of your business. Of course, sometimes, you don’t know what you don’t know. However, there sure is an awful lot to know.

Your approach

First of all, there is a lot to learn and to maintain when it comes to social media and incorporating it into your marketing strategy. In addition to learning how to use the parts of social media for the benefit of your social media marketing strategy, you will also have to capture analytics, which will are also essential to the success of your business. Of course, that list doesn’t include new information (news, updates, and other changes) that will be coming at you at full speed. When it comes to timing and expectations, it is extremely important for you to understand that you shouldn’t expect instant results. If you are thinking that you will start to see positive results right away, unfortunately, you will be very disappointed. It will most likely take between 3 and 6 months to see results. You will see that it was well worth the wait. You should be aware of the fact that your social media marketing strategy is not the same for everyone. Your niche and your particular business may be different from someone else’s and it is important to understand that clearly and to embrace what you need to do to make it work for your business.

Figure out your social media marketing strategy

The first (and initially, most important) thing that you need to do in your process is to ask yourself a series of questions.

  • What are your social media goals?

  • When it comes to your brand, what is the message that you want to communicate?

  • Specifically which social media platforms does your target audience members like to use?

  • How comfortable (at home) is your target audience on those social media platforms?

Your responses to those questions will steer you in the direction of exactly how to customize your social media marketing strategy. One of the important issues that you will be able to determine is exactly which social media channels you should be using in order for you to get the most out of your content. Your social media interactions will help you a great deal to gather more top-quality traffic. Along the same lines, there are some rules that you should follow in order to get the most out of your social media marketing strategy.

Listen to your audience: It is extremely important to understand that you target audience members are living, breathing beings. They have thoughts, needs, wants, and opinions. Additionally, they will be willing to share what they have learned about you and your business with other people whom they know and trust. It is equally important for you to pay close attention to how they feel and how they think, react, etc.

Write original, unique content: The content that you share should be uniquely yours. It must (and this goes without saying) be extremely high quality. It can’t be emphasized enough that you must connect with your target audience on a human/emotional level.

Pay close attention to the quality of the content: The content itself must be extremely clean. That means that the concepts must be sound and the language must be pristine (grammar, punctuation, spelling, sense). One of the problems with grammatical errors in content is that the reader tends to get distracted by those errors and they then are not able to concentrate on what you are trying to tell them.

The content must be appropriate and relevant: Your audience will appreciate your sharing content with them that means something to them. If they can’t relate to your content, they will get bored quickly and move on to something else. That is the last thing that you want or need them to do.

Watch your tone: It is important to always be respectful, informative, and kind. The connection that you share with them should be professional and mutually beneficial.


Your social media marketing strategy is critical to the success of your business. Social media will be extremely instrumental in positioning yourself as a subject matter expert and when people have a need for what you offer, you will be the first person who comes to mind. There are many different types of social media content and you should determine which types work best for your business and be as diverse but as focused at the same time. Remember to build a strong target audience list, sharing engaging content, and solving your audience members’ problems whenever possible. Your social media marketing strategy will work for you if you work it the best that you can.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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Matching Social Relationships with Social Channels Mon, 20 Oct 2014 09:00:55 +0000 Continue reading ]]> This entry is part 2 of 2 in the series Business Relationships with Social Connections  

Social relationships and social media channels must have a synergy so that each person in those relationships gets the most out of them and is able to bring their businesses to the next level. It is not enough to simply form connections and then let them sit without actually developing those relationships. Social media is an extremely powerful tool that can enhance the social media experience and truly add value to those connections.

This article is the 2nd in our series on Business Relationships with Social Connections. In the first part of our series, we introduced the idea of exploring how social media affects relationships. We began by asking “How Does Social Media Redefine Relationships?” In that first article of the series, we asked you, the readers, some important questions about social media and relationships. We also defined some of the most important words used in social media that are used so often, but not often differentiated or explained. Now, in part 2 of this series, we will identify which social media channels are most suitable for cultivating each one of the social relationships identified in part one.

Friendship: The good thing about a friend is that you can often find him or her anywhere and often in the least likely of places. Therefore, you have the ability to make a friend using any social network; however, we deem Facebook to be the social network that really helps build friendships. You can share multimedia easily on Facebook and send private messages. Of course, you can do this on pretty much all the social networks, but Facebook has become a much more relaxed and social network full of people sharing, caring, and building lasting relationships. It is easier to develop friendships on Facebook than any other social media channel.

In the early days of Twitter, I would have jumped to say that Twitter can help a person to develop friendships. However, things on Twitter have changed by light years since 2007. The enormity of this social network makes it difficult to develop meaningful friendships. However, I would not say that it is impossible to develop friendships on Twitter simply because of hashtags and trending topics. It is possible to find people who have similar interests and then cultivate a friendship 140 characters at a time.

Google Plus just doesn’t have the kind of traction necessary to build friendships. However, it does have tools that you can use to communicate with friends, such as video hangouts. LinkedIn is probably the least likely network for building friendships since it is relegated to professional relationships, sales calls, and job searching.

Fans: Building fans and followers is one of the major goals of just about every business that is using social media. We define fans as mostly associated with Facebook since that is the term that is most used for people who like a business’ page. The term fan originated with Facebook as they called their business pages “fan pages” before switching them to brand pages. When dealing with your customers, fan is definitely a more endearing term than follower since being a fan indicates more than just liking something or wanting to follow a company’s updates.

Followers: Since follower is more of a general term, it really can apply to any of the social networks. If you have a business page on any of the social networks, the people who like the page or “follow” you can be referred to as followers. Following a page can indicate that a consumer is interested in getting updates and information from your brand.

For Facebook, when a person “likes” a page, that person is essentially following that page since he or she will get updates in their own stream when that business posts something new.

On Twitter, as well as on most other social networks, it is actually a “follow” button, so people who follow a brand on Twitter, by definition, are followers.

Business Connections:  Business connections are synonymous with LinkedIn. Since LinkedIn is the professional network, this is the best place to build business connections as well as perform other business-related tasks such as making sales calls, recruiting new employees, or finding a new job.

Influencers: An influencer is a much more powerful word. If you become an influencer, you don’t just have followers or fans, but you have people who regularly react to the things you post of social media. They can advocate for your brand and will be prone to share your message and encourage others in their network to purchase your products and/or services. You can gain influencers in any social network; however, Facebook is probably the most likely channel to produce influencers because of the types of media that can be easily shared and then seen by their own social networks.


Each social network has certain types of relationships that are most likely to form within it. When you use your social channels in the ways that are most appropriate, your business can benefit by developing the right connections, being an influencer, and garnering a benefit from being shared among the networks of your friends, fans, followers, and business connections. Remember that your business should be on social media to engage with others. Keep in mind the appropriate behaviors for each social channel and you will experience success within each one.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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