Web Promotion Newsletter: May 2006

Web Promotion, Search Engine Optimization, LInk Exchange, and more.

The Leyline Web Promotion and Gregory Cox presents...
Newsletter - May 2006

1. What's News?

Google Increasing Communication with Webmasters

"I wish Google would tell me what I'm doing wrong!" If you've ever thought you might be under a Google penalty and expressed that sentiment, you're not alone. But here's a much more comforting thought: you just might get your wish. Keep reading to find out more >>

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2. Services Spotlight: Content Writing

Why is content so important in a website?

It's no secret that good content is the single most important factor to long term success online. A website's primary role (if it is to sell something) is to educate a potential customer by answering all those little questions they might have about a product or service.

And that's where most sites fall down on the job. They provide store hours, phone numbers, 'about the company' pages, a form to fill out, and perhaps some good product information with solid graphics to back their claim that this is a 'good product'.

But is your website removing obstacles to purchase? In a sea of dozens, if not hundreds or thousands of competing websites, why stick with your website and not go on to a better deal?

Content Is Key

Regardless of visual appeal, bells and whistles, or flash animation, if your website isn't completely educating a customer on their options, your website is not doing it's job. Remember, content is key, and without it, there is no purchase.

Some might argue with me that a website's primary purpose is to get someone to call their sales team. Then the REAL selling begins. I disagree. Anyone with sales experience will tell you that they can spot an educated customer from an uneducated one. Delivering content is the best thing you can do for your sales force, because it makes their job easier.

Let's look at each reason for tons of content in detail:

1. content educates a customer

An educated customer is a happy customer. Many times I have had a client that says, "Nah, they already know that.." NO, they don't. Customers will have gaps in their knowledge about your product or service, and if they find that information on your website, you win. Remember, most customers are too afraid to ask 'silly' questions, because they think it makes them look dumb. And many times they go online to find answers secretly before talking to a salesperson. So make that resource YOU!

2. content shortens the sales cycle

Educating a customer means that when they get on the phone with a salesperson, they will have something to talk about. Most of the time, they are simply trying to fill in small gaps in their knowledge before making a purchase. Having good content gives them all the information except those small, nagging questions, which your salespeople can quickly answer and get on with the purchase.

3. content strengthens your sales pitch

Many times my clients have said something like, "You know, building this website helped us focus our sales pitch ... thanks!" or, "Wow, now that we have all this stuff online, our sales team can just refer to the website for more information." Don't overlook this very important fact. Plus, since it's online, sales teams can refer to the information as a refresher just before they walk in to talk with a client.

4. content creates trust in the customer's mind

It's a quid pro quo world. If you can educate a customer about things, chances are they will trust you more. It's that simple. You look like a champion in their eyes because they know YOU know what you are talking about.

5. content makes you better that your competitors in your customers eyes

The more information your website has, and the less your competitor's websites have, the more a customer is prone to think of you as 'THE definitive resource' for whatever you're selling. Think about it: if you saw a site that answers all your questions, wouldn't you trust them?

6. content allows search engine optimization more 'avenues' of promotion

This is a very important point. The more content you have, the more PAGES your website has, and therefore the more a SEO specialist (like me) can promote that website.

Example: I have a client that sells surfboards online. Before I got onto the scene, it was 'here's a surfboard: buy it.' But is that enough to really make an educated decision about WHICH surfboard to buy? How about shipping costs? What about size and weight of the surfer and therefore length of the board?

So I created more content on supplemental pages....

click here to click to these pages:
Choosing a Custom Surfboard
Surfboard Buyer's Guide
Surfboards for Sale
Surfboard Size Chart
Surfboard Design
Cheap Surfboards
Longboard Surfboards
Surfboards Online
Soft Surfboards
How To Buy A Single-Day Bag
How To Buy A Surfboard Travel Bag

Now, isn't that a more happy, educated customer? Don't they have more information to make the right decision? You bet they do. AND, just as important, I can now PROMOTE EACH AND EVERY PAGE. If someone is searching online for a size chart, there is certainly a better chance of them finding that website and going directly to the Surfboard Size Chart, finding the information that they need, and then looking around for what you have for sale. Neat, huh?

So, bottom line: CONTENT helps both CUSTOMERS and PROMOTION. Simple as that.

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3. Marketing Tips Online;
ADD CONTENT TO YOUR WEBSITE.

expand content by having a newsletter: every time you put out a newsletter, you have another page online that will promote itself (just like this online page) - this is also great for keeping your content fresh.
answer every question that a potential customer has ever asked (put into FAQ section) - if the answer is big enough, give it a separate page
use usability testing to discover more questions - put people in front of your website and have them ask questions out loud of what they are confused about - then write those pages in!
describe every product in extraordinary detail -

if it involves manufacturers, go grab THEIR content, rewrite it, put it on your page.
if it involves some scientific term (like retinal degeneration) write it up, and create a 'scientific terms' page.
etc.

if there are part of products or services that might confuse a customer, create new page, drop the supplemental information onto that page, and refer to it right in the description

Now go out there and write some!

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4. Book Review;
BAG THE ELEPHANT by Steve Kaplan

Gregory's Note: I love this book! As a small business owner, I have always thought getting really big accounts was never going to happen. But this book really changed my mind. It's all about the approach.

The Big Elephant refers to large corporate client - that large company that is quite possibly 5-100 times larger than your average client.

find out why big companies like small contractors like me
packed with tips and tricks
how big clients differ from smaller ones and how to approach them differently
common mistakes that people make when handling large accounts
real world stories about this strategy in action
how to keep big clients happy and make them customers for a lifetime

This is a great book for a 'transitional' company like me that is moving on to larger and larger clients. How about you?

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5. Website of The Month;
www.wikipedia.org

Gregory's Note: What is Linked In? My friend Steve Debaun turned me onto the site and I will definitely be continuing to add content to this site about myself and friends.

Basically, the site is a way to contact people and write reviews about them. Linkedin is a contact manager on steroids. Not only can you put your profile out there for other people to find (business and otherwise) it also integrates with Outlook! That's cool. I use Outlook more than any other program in my arsenal. After you setup Outlook, it goes out and finds others that can join your network.

The program is overall very smooth, and extends your network in big ways. What more can you ask for?

If you have suggestions as to content, layout, or relevance of material above, don't hesitate to email Gregory at gregory@leyline.net.

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