So You Sell Stuff…
You sell products. Or services. And you’d like to sell more, to people who want to buy them. Seems like you’d want to let them know what you sell, particularly in the place that most buyers look first.
Start With Search. Most Buyers Do.
Image via Wikipedia
Imagine the perspective of a potential customer, who wants to buy a product or service. If you wanted to buy a product or service, and you didn’t know where to get it, you’d probably start with a web search. Go do one. Notice what you type in as you search. Is it a brand you’re looking for? Is it a phrase describing benefits? Do a local search if that’s appropriate. See if you can find three companies that offer it on the first page of Google (or your favorite search engine).
“Huh?”, you say. “Of course I can!” But for many items purchased regularly, even those that cost hundreds of dollars, you’ll still struggle to find a seller who wants your money.
For example, let’s say I want to buy a lawn mower, and I don’t know what brand. I could search for lawn mower vancouver. Read more
If you’re a regular reader here, you probably either have a WordPress website, or plan to build one. I’ve made no secret of my belief that at this time, WordPress is simply the best tool for building a website for almost every small business. One of the reasons for that is that WordPress is structured to be easy for search engine robots to navigate. Also, when you create posts and pages, WordPress makes it really easy for you to take the right steps for search engine optimization (SEO).
Search Engine Optimization in Pages
Let’s review some of those steps today, to make sure you’re taking advantage of what WordPress can easily do to help your search engine optimization.
When you create a page in WordPress, the title of the page becomes part of your site navigation – your main menu. This means that it becomes an “anchor text link”, which is a valuable search engine optimization resource. An anchor text link is a link where you click on text and are taken to a webpage. You’re not clicking on the address of the page itself, you’re clicking on text which contains the address. Google and other search engines really like anchor text links, because they help clarify what the page is about.
Marketing Coach <– Example of an anchor text link
http://outcomemarketing.com/marketing-coach <– example of a link with no anchor text Read more
Testimonials Are Necessary
Testimonials are not only powerful marketing tools, they’re necessary ones. Testimonials are reassuring social proof that your business and your services deliver on their promises.
Gather Ye Rosebuds
Every satisfied client is an opportunity for a new testimonial. Ideally, you want to get those on letterhead at least – letterhead is much more powerful than plain text. Video testimonials are also very powerful, and even short audio clips can help drive your business. A Flip camera (or even your smartphone!) is a great tool for grabbing fast video testimonials. Read more
Naomi Dunford of Ittybiz just posted a game about making sure your readers understand your business. Since Naomi’s posting for the second time on this topic, and she’s brilliant at helping tiny businesses get less tiny, let’s play her game. What you need to do is copy the following questions into a document, and then <drumroll> answer them. Then, for big bonus points, make sure your website answers them!
What’s your game? What do you do?
Why do you do it? Do you love it, or do you just have one of those creepy knacks?
Who are your customers? What kind of people would need or want what you offer?
What’s your marketing USP? Why should I buy from you instead of the other losers?
What’s next for you? What’s the big plan? Read more
Are You REALLY Marketing Enough?
The first challenge for my clients in our Weekly Marketing Mastermind Group Coaching is to realize what they’re really getting done in terms of their small business marketing. Action matters, not plans. Most people underestimate what they can accomplish in the long term and overestimate what they can do in the short term. Here are two questions to get you started:
- How much time do you spend on marketing in your business, on average, every day?
- How much time do you think your business needs you to spend on marketing every day?
A Tiny Marketing Action Has Big Impact Over Time
Over time, taking a very small marketing action consistently will add up. Creating the habit of taking action on your marketing every day is of huge benefit to growing your business.
Think of water wearing away rock – a drip system of tiny actions can add hugely to your marketing impact over time. Read more