Here’s the step-by-step process to integrate B2B social media to your blog and website:
Here’s an interesting article on how colour on websites influences visitor emotion and behaviour.
In addition to logo colours emoting different types of user reactions, the choice of colour for click-through buttons is measured.
First, you were told you needed a website. Then, you were told you had to have a blog. And that you need to be on Facebook, YouTube and now Twitter.
Market surveys show that 80% of buyers now research on-line before making a purchase decision, so getting found on the Internet is important. It may be that your business can leverage all these types of on-line media – that will depend on your product and target customer.
What is most important is that all your Internet properties share a common set of words called Key Words that describe your solution and aligns with what people are typing into search boxes:
Using www.BOSSystem.org as an example – One keyword for their service is: ”business networking group”:
- Web Site. Home page has this phrase in the title of the page, the page description, the first main paragraph title and in the page content. Search engines will rank this page well for relevancy around “business networking”
- YouTube Video. “The BOSS Advantage”. The keyword is in the title of the video and in the description, along with a link back to the main site.
- Blog. There are tags and categories using the keyword, and the keyword is used in the title and content of related blog posts, with links back to the relevant pages on the website.
- Article and Business Directories. BOSS directory description includes content from the main web page description and the anchor text for links (words highlighted in the link to the site) is “business networking group”.
As a result of these and other initiatives, within four months BOSSsytem is on Google Page One for the search term “business networking group” in a very competitive and established market.
More articles to improve your website’s search engine rankings can be found at TorontoSmallBusiness.com Articles
For more on how you can effectively improve your Internet presence and search engine rankings for increased business, contact:
bernie schmidt tel:416-767-2279 email b@TorontoSmallBusiness.com
© 2010 Bernie Schmidt. Article may be copied and distributed “as is” with attribution to
Bernie Schmidt and TorontoSmallBusiness.com
© 2011 bernie schmidt
Capturing Internet traffic and directing it to your site is only the beginning of developing prospective clients and customers - for your website to be truly effective, your website must:
- convince visitors to stay on your site and
- convert them into site users willing to share data so that they become leads with names and email addresses.
CTAs, or Call to Actions, are the way your website creates ROI. Examples include: compelling buying offers, information-loaded PDFs, newsletters and blog/twitter signups.
Where and how these CTAs are positioned on your web pages is also key. Here are some ways to make your web site work harder and smarter for you:
1) Place CTAs “above the fold” i.e. the top part of the web page the visitor can see without having to scroll. This allows the visitor to begin interacting with your site and allows you to start directing their browsing behaviour, moving them towards the goals you have set for the visitor.
2) Use graphics, rather than text, as linked elements. Graphics allow you to make a CTA stand out with different colors and fonts.
3) Use action verbs to be clear on what you want the visitor to do – “Register for our FREE Webinar on (Topic)” or “Download this FREE Report on how to (Topic)” with Topic being the compelling subject that speaks to the knowledge they came looking for when they clicked on your site.
4) Make sure the landing page linked to the CTA reinforces that the visitor has come to the right page – use the same language “Free Webinar on (Topic)” to continue the train of thought. Add another benefit on why they should continue with registering or signing up to your offer
5) Keep the landing page simple – don’t distract the visitor with links or information that might cause them to navigate away from the page.
6) Make sure the sign-up form is “above the fold” as well – make sure you make the experience of signing up as effortless as possible.
7) Finish with a Thank You Page that keeps your new lead on your site. Suggest another part of the site to explore, point them to your blog, ask them to subscribe to your blog or Twitter account.
And finally, measure results. Use Google Analytics to track how people navigate your site using goals and sales funnels. Have more than one offer on your site. Change up the language and your offers to see what works best.
It’s hard enough to win traffic – using conversion techniques such as those described above, you can make a difference in upgrading your website from a passive information giver to a sales lead generator.
Thanks for reading! Other articles on making your website work can be found at the TorontoSmallBusiness.com
© 2011 Bernie Schmidt. Article may be copied and distributed “as is” with attribution to
Bernie Schmidt and TorontoSmallBusiness.com
We’re pleased to announce that the Requisite RE private home sale service is now live.
Brent St. Pierre and the Requisite RE Team work with Toronto-area private home sellers to maximize the promotion and visibility of their properties while reducing selling costs and especially in the area of reducing real estate commission fees. Click on the logo to visit the site.
If you are a Toronto small business owner there are issues that can impact the effectiveness of your Web Presence as a lead generator for your business. I have a little mantra that I apply to websites: Capture – Convince – Convert:
- Capture: Bring traffic to your site from search engines, social media and ad campaigns
- Convince: Encourage the visitor to stay on your site with quality content
- Convert: Provide some kind of Call-To-Action that the visitor takes so that you have at least a name and and email so you can begin building a relationship.
Today I’m going to focus on the “Capture” element. As you know, Google continues to be the top way to search for information, with over 70% market share. Their search algorithm (Google’s highly secret application that translates what you type into the search box into a list of clickable search results) contains over 400 “signals” (says Google) to help determine how your website will rank relative to your competitors for a particular search term.
Over the last year Google has been under pressure on several different fronts, the two most notable being:
1) Search Results. Users were complaining that there were a lot of junk sites showing up in search results – poorly written articles, texts that were so packed with keywords so has to make them “reader-unfriendly”. As Google depends on people using their search engine to be an audience for Adwords, Google had to do something to improve search results.
2) Social Media. Last year was the first time people were spending more time on Facebook than on Google properties. As well, Facebook is a “walled garden” i.e. Google can’t index and rank Facebook content and is therefore missing out on measuring user behaviour inside the world’s largest social media site (900 million users).
Google has responded to these pressures by carrying out a number of adjustments to their algorithm that:
- devalues certain types of links that point to your website
- places greater weight on recently posted content
- places greater weight on the contextual page content and less on the traditional on-page SEO elements.
- places greater weight on links coming from social media platforms.
What this means to you and your website:
Blogging on your website is important. Regular postings containing keywords relevant to your business will satisfy both the relevancy and current “signals” for search engines in addition to keep past visitors interested and coming back for more. Make sure you categorize and tag each post using your proven keywords.
Claim your business on Google + Local. Google has merged Google Places (their local search/map service) with Google+ (their social media platform). Cross-linking between Google+ and your website is a good thing.
Getting links from other social media to your site. Satisfies Google’s new emphasis on social media.
Your Next Steps
Most professionals simply do not have the time to keep up with current SEO practices or where their website ranks and what they can do about it. Also, effective blogging on a regular basis is a serious time commitment and often one of the first things to fall off your “to do” list.
Over 80% research the Internet first prior to making a decision.
If you’d like to have a no-obligation 15 minute chat and “health check” of your website and your rankings, please contact me
Yours in business success
The Business Exchange is hosting the Business, Franchise & Investment EXPO & Conference on Saturday, April 28 2012, 11:00a.m. – Sun, Apr 29 2012, 11:00a.m. at the Queen Elizabeth Building, Exhibition Place in Toronto.
For those entrepreneurs considering taking on proven business models via franchising, this would be a good opportunity to do so.
AT&T Inc. has announced that it had agreed to sell a majority stake in its Yellow Pages business to the private-equity firm Cerberus Capital for $950-million.
The sale is part of AT&T’s strategy to sell off shrinking parts of its business to focus on growing ones, in particular wireless. Revenue from the Yellow Pages business has shrunk 30 per cent in two years, as consumers turn to the Web instead of phone books.
Twitter is allowing brands to create Facebook/Google+ style brand pages. This feature, along with a redesign focused on usability & discoverability of content, was rolled out this week
Twitter is following in the footsteps of Google who recent launched Google+ brand pages.