Content is King. Content is King. Content is King.

Writing is a creative process, it takes a little time, but once written it will spread virally to hundreds, maybe thousands of other sites and the benefits are permanent. The links back to your website from creating remarkable content can also be permanent.  Google loves freshly baked content and your search engine optimization (SEO) will improve as well.

Getting Started with 3 Content Marketing Strategies:

1. Article Marketing

Very simple. Write excellent articles on subjects related to your area of expertise.  “How To” articles are always a great way to start.  Oh, and spend almost as much time creating a great Title as writing the article itself.  Your article title should be compelling and make people want to click through to see more.

Article Title tips:

• Answer a question you get asked frequently:  “How to Write an Effective “How To” Article in 5 Easy Steps.”
• Use numbers: “7 Quick Tips for Keeping the Weight off this Holiday Season.”
• Use a little fear: “Don’t Become a Victim of Your Own Ingorance: The 3 Hidden Dangers of Not Getting Your Annual Physical.”

After your article is written it’s time to get it out there for people to see.  Here’s what to do with it:

• Post it on your blog
• Post it on your social media sites (Facebook and LinkedIn)
• Tweet it to your followers
• Submit to article directories like EZineArticles, Self Growth and Article Base.

Make sure when submitting to article directories that you take some time to complete the Resource Box.  The resource box is the section at the end of the article where you can promote yourself a bit, provide a short bio and a link or two back to your website or blog.

Article marketing is an excellent method of building high quality one way links back to your site and building your credibility online.  Writing remarkable content not only stamps you as an expert in your filed but over time can create an enormous amount of traffic to your site with pre-sold visitors.

Next action: Start writing.

2. Blogging for Business

Blogging is another great way to drive traffic to your website.  Often taken for granted or deemed as not that important by those to unfamiliar with online marketing best practices.  The first recommendation I make to a new SEO consulting client is to get a blog integrated into their site if they don’t have one already.  It they do have one, my next recommendation is to start writing in it consistently.  Make the style all your own and don’t stress over getting everything perfect.

A couple of blog tips:

• Blog posts can be one sentence or two pages, it depends on your content and purpose.  Write concisely and build your post around one central theme.  Try to stay on track so you don’t lose your reader half way through the post.
• Blogs are not full length articles or EBooks.  Most blog posts are 300 to 700 words.  They can be longer (the one you’re reading certainly is!)  if the message you’re conveying simply takes more words to get across.  The point is to let the post be done when you’ve finished covering your topic. Don’t set measurements like, “I’m not gonna finish this post until I’ve written at least 800 words.”  When you’re done, you’re done.
• Make your blog easy for your readers to share (look in the upper right hand corner of this post for the “share/save” button) and also easy to subscribe to (now look to the right and you’ll see “Subscribe to RSS Feeds” and also “Find Us On Facebook.”

3. Participating and Getting Involved

Keeping your ear to the ground and being actively involved in the conversation has never been more important.  It turns out, whether you’re participating or not, the conversation about you, your company, product, service and competition is going on anyway.  Want some influence?  Get involved.

Here’s how:

• Start commenting on relevant blogs in your industry and/or where your prospective customers are hanging out.  You can find great blogs by visiting Technorati or Alltop and typing in related keywords to what you’re looking for.  Learn how to Claim your blog on Technorati by reading a previous post.
  • Become familiar with some of the higher authority blogs that allow comments by reading them for a week or two.  You’ll learn who you like and who you don’t pretty quickly.
  • When adding comments, what you don’t want to write is, “great post,” and that’s it.  Even worse is, “great post, now come look at what I’m selling by clicking here.”  What you DO want to do is add to the post; extend the conversation by adding your own thoughts and unique take on the author’s topic.  Even disagreeing or throwing in a little controversy is a great way to go, as long as you’re not being controversial just to get a rise out of everyone and you have a good reason for why you feel the way you do.

• Create Profiles and become active in a few social bookmarking sites.  Namely, Digg, StumbleUpon and Delicious.  Reddit is also great.  Doing this will ensure that your website gets indexed by the search engines almost immediately if it hasn’t been already.  It also builds high quality, one way links back to your site which improves your SEO and can really drive a bunch of traffic as well.  Having unique and interesting content on your site will naturally earn you additional links from other websites and blogs that will want to link back to you.
• Create a Facebook Fan Page, optimize your profile and get involved in the LinkedIn community and start building a following on Twitter.  Each of these are immensely important to your success online but require much more time than we have here to go through in detail.  To start… get started.  Any questions on moving forward after that let me know and I’ll be happy to help.
• Use Twitter Search to type in keywords to find out what’s going on…right now. Again, participate in the conversation, comment, and get involved.  Twitter search is a great tool, take advantage of it.

For small business owners the world over, the Internet has proved to be a tremendous marketing tool for helping them find new customers.  Of course, that only applies if you are a small business owner that has taken advantage of this opportunity.  If you have not, it cannot possibly be due to budget constraints; internet marketing costs a fraction of traditional marketing and delivers much more targeted and measurable results.  The only obstacles to moving forward then, would be lack of knowledge, and time.

The single most important online marketing strategy a local business owner can employ to improve her website’s standing with the search engines and drive more traffic to her site is by encouraging complementary sites to link back to hers.  It does take a bit of time to do this, or you can hire a professional to do it for you for very little money and be sure it’s being done correctly.

Thanks to the World Wide Web, there are no more barriers to entry.  This article will provide you the basics of building links back to your site… so knowledge will no longer be an obstacle either.  Remember, the financial investment is minimal, if anything, and the time it takes to implement these strategies is small investment to make for growing your business in this new world of e-commerce.

A fundamental truth in online marketing: If your have unique quality content then other websites will naturally start linking to your website. Subsequently, the search engines (Google, Yahoo, AOL, others) will give a higher ranking to your website.  This attracts greater targeted traffic and a better prospective customer coming to your website.

Just waiting for others to link to your site is time consuming. Simple actions can be made to speed up the linking process.

Here are the five top strategies for building momentum in actively acquiring links to your site.

1. Optimize Your Website Copy

Make your website copy interesting, informative and interactive. You can divide your articles, or information pages into three sections.

• In the introductory paragraph tell your visitor what you are going to tell them. In other words, give a taste of what the page on your site is about it. Make them want to read more. Hook them right away so they are tuned into your message and curious about what they will learn by reading further.
• In the next two to three paragraphs, tell them what they expected to read after getting an overview in the first paragraph. This is extremely important. Your content must flow naturally and with relevancy from one paragraph to the next.  Also, keep in mind a good sales letter or web copy focuses on only one point at a time. Don’t try to talk about everything and sell the whole store on this one page. If you do, you’ll lose your customer. Keep the writing tight, concise and focused. Respect your reader’s time.
• Finally, sum up with a conclusion. Recommend a solution or specific next steps.

Simple, straightforward language appeals to all. Focus on one or two keywords per page. That’s it. For instance, if you are dealing with home insurance then focus on a one or two keywords related to your home insurance products on one page and if you sell auto insurance talk about that on a completely separate page. Do not combine the two.  Focusing on one idea per page makes your website friendly to Google.

Moreover, keep an eye on what is referred to as your keyword density. Though there is a difference of opinion regarding the keyword density somewhere between 2% and 5% works well.  What that means is the main keywords in your website copy should comprise about 5% of the total website.  If your page copy is 300 words, use your keywords about 15 times.  The placement of the key words is also important. Try to get your keywords used early on, towards the top of the page if possible.  It also helps to make use them in titles, with a bit bigger font and even use bold type face occasionally. Just don’t over do it.

2. Meta Data: Create an Effective Website Meta Title Tag, Meta Description Tag, and Keywords Meta Tag

A definition of Meta Tags: This is a special HTML tag that is used to store information about a Web page but is not displayed in a Web browser. For example, Meta tags provide information such as what program was used to create the page, a description of the page, and keywords that are relevant to the page. Many search engines use the information stored in Meta tags when they index Web pages.

A Meta Title tag is the most important part of any website and is like an ad copy since it is used by Google in its listings. A short, descriptive readable title limited to 10-12 words works best with Google. Use your main keywords in your title tag.

If your Meta Description Tag that tells your potential customers what they want to hear, you will definitely get an added advantage over others in the Search Engine Results Page (SERPS).

Keywords Meta Tags do not have near the impact that they once have but many industry insiders still believe using them help improve your overall search engine rankings.

3. Create Quality Back Links to Your Website

Top TIP:  More important than anything else is how many relevant, complementary websites have a link on their website linking back to yours.  A link from an authoritative site, such as a .edu or .org carry even more weight.  The more “link backs,” the more popular and credible Google will believe your website to be.  Search engine rankings are sometimes referred to as a popularity contest, and to make it simple the more other sites link back to yours, the more popular your site becomes.  Higher search rankings equal more traffic.
4. Use Local Directories Effectively

A website directory is a website that lists hundreds or thousands of subjects, along with links to Web sites about those subjects.  Directories are excellent ways to build quality one way links back to your website.  The Yahoo Directory is the most famous example and the Open Directory is the highest rated free directory submission site.

If your prospective customers are local, make excellent use of local directories. For example, if you are in San Francisco, then go to Google and search for, “directory” + “San Francisco.” A list of all the local directories in San Francisco will be displayed in a few seconds. You could even try searching for, “Dog food ” + “San Francisco,” if you are dealing with dog food.   Submit your website to all suitable directories.  Or, to save time, it is very cost effective to hire a professional internet marketing company to do this for you.  You can get listed in hundreds of directories, both local and national, in a very short time frame.

Another tip:  If you hire out the work, make sure the submissions are being done manually, not automatically.  This is extremely important to improve your chances of having your site accepted to the directory.
5. Create a Proper Site Map and Google Site Map

Site maps are a directory of all your site’s pages with links to every single page and should be updated whenever a new page is added.  Sitemaps are extremely useful for humans and for search engines alike it makes the task of navigating your site simple.   A Google Site Map allows Google to instantly “see” your site and evaluate it. It also works well in getting Google to index (crawl, review) your site faster than it would otherwise.

Using the above strategies yourself or hiring out the work to an internet marketing company will have a dramatic impact on your website.  Increased traffic, greater visibility and more popularity can be yours in a short period of time if you start now and take these strategies one at a time.  The benefits are well worth the time commitment.

With compelling content and the above link building strategies you can make Google, and your customers, fall in love with your website. And after all, isn’t that the whole idea?

Bragging rights do not contribute to your bottom line.

To be successful, first define what success means to you.  What are you trying to achieve?  What are your end goals?

Do you want to sell more products, drive more leads or RFI’s, bring awareness to a cause?  Excellent.  So, who do you want to follow you?

See, that’s the real question and what most people don’t think about.  Time and again, for example, I see people that sell boats with a 1000 followers in the boat selling business. Or, boat manufactures or boat accessory distributors.  Wrong people.  Easy followers to get but wrong audience.  A boat manufacturer is not going to buy any boats from you.

Who you need following you are boat lovers.  People that live on lakes and rivers.  Current boat owners. You get the idea. These people are prospective buyers.  If you find them, and they follow you, you’re half way there.

To get all the way there, you need to not try to sell them anything.  At least not right away.  The key is to offer your followers unique, interesting, quality, insightful, helpful content.

Some tips:

–Give away your expertise… your return will be far greater than what you are giving away.
–Don’t waste your follower’s time.  If you don’t even find your Tweets unique or interesting, why would the people following you?
–Be selective. To use our example, don’t retweet everything you happen to run across on boats.  Be a specialist. Be particular. Think like the reader.
–Remember you are competing with millions of other Tweeters out there. Some people get hundreds of updates a day.  How do your Tweets stand out.?   In a sea of non-stop Twitter updates, why is anyone going to stop on your name, or your update?   Why? Because you’ve earned their respect and attention through providing quality content.  They know you. They know you’re going to give them something good and not waste their time.
–It’s perfectly ok to promote yourself and your products and services.  But, not until you’ve earned the right to do so.  Give, then get.  Rembember Zig Ziglar’s Golden Rule:  Just help enough other people get what they want and you’ll get what you want.  When you do point people back to your products, the best way is through offering specials, sales, clearance, coupons, limited time deals, etc.  Make it special and exceptional.  Make it exciting!  Not just, we sell boats so for the hundredth time here’s a link to my home page, come check it out.  One method works. The other just turns off your followers.

In sum, look for followers for which you fill a need.  Then fill the need.  That’s it, happy tweeting.

Very cool!  Being a SEO that works primarily with SMB’s, this was right up my alley.  But, I noticed as I was preparing that my thoughts were running in a thousand different directions.  I had one hour to cover the entire spectrum of internet marketing.  I can spend one hour talking about title tags!

So, using my trusty Mindjet, I brainstormed and came up with what I felt were the most important areas of internet marketing for the beginning strategist.  I came up with SEO in plain English.  If you’d like a copy, just shoot me a quick email to david@netpointmarketing.com.

I gave my speech last Wednesday and I’m thrilled to say it was a great success.  I’m proud to share this comment from the seminar coordinator:

“I do not believe I heard one negative regarding your presentation yesterday.  For someone who can hardly turn on the computer and being involved with a company that runs everything through the Internet, it was especially interesting to me.

Everyone was so impressed that we all wanted you back as soon as possible and that is why we moved back the June speaker so we can have you next month.

Thank you!
Jon D. Megert”

So, now I’m working on Part 2… any thoughts?

While traditional advertising requires organizations to spend thousands of dollars on branding and promotional activities, online advertising and effective search engine optimization (SEO) yield better results can be achieved with a much smaller investemnt. Moreover, results achieved online offer more lasting benefits than conventional promotions.

More than 80% of people searching for goods and services start their search online. Therefore, if a small business can attract just a fraction of these potential customers to its website and convert then into buyers it will increase its revenues significantly.

Internet marketing, which includes SEO and SEM, requires formulating and implementing effective strategies to draw more targeted traffic that can eventually be converted into customers. Although every business must optimize their websites in the search engines, for an e-commerce website it is an ‘absolute must’. An e-commerce site is a website specifically built for the purpose of transacting business online.

Small business enterprises engaged in e-commerce face fierce competition today. To stay ahead of the competition they need to be visible to their audience and quickly draw their attention.

Ranking higher in the search engines is the first major task, followed by a successful branding/PR campaign. Internet marketing is a direct response medium. Branding is important, but improving your site popularity and getting more visitors to your landing pages is much more crucial in the beginning.

For a small business owner to achieve her highest and best return on investment, it is crucial to first formulate a strategy before starting an internet marketing campaign.

Only after a well thought out strategy and budget are in place should you then move forward with your SEO and SEM marketing plan. Never has it been more important to “measure twice, cut once”.

5 Steps to Online Marketing Success:

1. Know your Audience. This is the most important task since your entire internet marketing campaign is directed towards your niche audience. If you fail to know your audience you will target the wrong people and subsequently lose business. Keeping your ear to the ground and doing a little research will help you find the right strategy and make good decisions from the outset.

2. Set a Goal. Unless you have a well-defined goal, you won’t have any direction. As Tony Robbins writes, “it is no use climbing to the top of the ladder only to find out your ladder is leaning against the wrong house.”

Once you have your goals clear and know your desired outcome you can choose the optimal amount of resources and channel your efforts in the right direction. The budget for small business marketing can be estimated once the goal is set.

Goal Setting Questions to Answer before you begin:

* How many visitors do I need to get to my site to reach my financial goals? How many am I getting now?
* What is a good “Click Through Rate” for my industry?
* Are my website pages, products and services properly optimized on my site before I begin an off site campaign?
* What should I consider a successful return on investment?
* What percentage of my online marketing plan will be “organic,” or natural and what percentage will be paid search (i.e. Google Adwords PPC)? This is an extremely important question to consider as it will determine the specific internet marketing initiatives you will take. See number 3.

3. Select the right SEO techniques. There are several SEO techniques that will prove helpful for your internet marketing efforts. A mix of various techniques is necessary to have a balanced SEO campaign. Basic SEO will include a balanced combination of Niche Directory Submissions, Social Media Marketing, On Page optimization through effective Meta title and description tags, great SEO content, a working internal link structure and a site map to name just a few.

Other important techniques include link building campaigns and excellent Press Release and article marketing strategies.

Finally, and just as important, don’t forget to monitor your competition! Google your keyword search terms and see who ranks highest for your competition. Then, study everything about them.

-What are they doing differently than you?
-What’s working for them and where can you make changes to your strategy to achieve similar results?
-Use Alexa (www.alexa.com) and other traffic/competitive measurement tools to check up on your competition.
-How is their home page and product pages different than yours?
-What Keywords are they using that you are not?
-What Meta Tags are they using?

4. Measure the Results. Without measuring the results and properly analyzing how your website is performing you won’t know if your marketing efforts are bringing positive results.

However, keep in mind it can sometimes take 3 to 6 months to get tangible results from an organic online advertising and marketing campaign. Measuring the results periodically will help you identify if anything is wrong in your strategy or if you need to intensify your campaign.

Keep what works, change what doesn’t. Simple, I know, but you would be surprised how few companies and even SEO firms actually do this for their clients. I also strongly recommend incorporating a measurement tool such as Google Analytics to provide the tools necessary to measure your results.

5. Make proper adjustments. After measuring your results to determine what’s working and what’s not you will need to make adjustments. Again, internet marketing is a direct response medium and A/B testing is crucial for success.

Make changes to improve your results. This will be an ongoing process, not a one time deal. Google, Yahoo and even the smaller search engines continually change their search algorithms. So, what worked one month may not work as well the next. Simple testing and making minor adjustments when needed will keep you ahead of the curve.

Now, more than ever you need to have an effective Internet Marketing campaign in place. Traditional advertising continues to lose market share while online marketing continues to grow at a staggering pace.

If you’re not making excellent use of your online opportunities, I can assure you that your competition is. Stay on top of your game by following the ideas outlined in this article lead your company to new heights this year.