Reactive Content for Social Sharing

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Reactive Content for Social Sharing

Content that creates any kind of significant and fast spreading online buzz is considered viral and sometimes called “contagious content.” What are the qualities of videos, images, blogs and articles that go viral? It definitely has more to do with standing out than blending in. Evidence suggests that people who sort through YouTube deciding on what to watch pay attention to views, as popularity attracts more viewers. That’s why the more “likes” you can initially generate, the more chance others will watch it.

Seeing Through Viral Hype

The biggest myth about viral content is that there’s a certain formula that can work for anyone. viral contentObviously not all content creators have equal significance. No matter how many experts you listen to about the keys to crafting viral content, the top viral videos and blogs will usually either come from an already popular website or somehow receive exposure from a popular media outlet.

The video to the novice song “Friday” by Rebecca Black was the most viewed video on YouTube in 2011 and sparked a national discussion on how such an amateur could overshadow professional recording artists. What was amazing was that over 80 percent of viewers who rated the video voted “dislike.” The mystery can be explained by the fact that the viral activity began after the video was mentioned on a popular blog by comedian Michael J. Nelson. From there it was reviewed and ridiculed by several media outlets.

Viral videos can also be rigged. In December 2012 YouTube discovered and cancelled two billion views for music videos were faked possibly by hackers who worked for the music industry. In other words, don’t be distracted too much by what’s considered hot online because there’s always a chance it’s misleading, distorted, rigged or hyped information.

Viral Factors

Your video or blog might never be viewed by millions, but you might still have a chance to get enough attention to attract an audience that helps your business. One of the most important factors of viral content is that it gets reviewed by influencers such as popular bloggers. Developing an ongoing relationship with several successful bloggers can plant seeds to future viral action. Content that has no connection with other online influences will likely not go viral on its own.

The actual content can take on many different forms in viral scenarios. Short wacky videos and informative lengthy blogs are typical examples of contagious content. But there are no real ways to predict what can go viral, other than the content is usually filtered through popular media channels. Other terms that have been used by experts to characterize viral qualities include: relevant, controversial, personable, creative, inspiring, emotional, humane, humorous, shocking and daring. Catchy titles help as well.

Consistent Vision

Stay true to what you believe in instead of trying to figure out how to fit into popular schemes. Brand StrategyCompromising your vision for short-lived popularity might not be worth it because viral activity does not guarantee sales conversions or building long term loyalty. As long as you craft creative content you should be in the running for viral opportunities, provided that it catches the attention of influencers with big audiences.

If you come across viral content that inspires you and fits your vision, then go ahead and experiment with it, but don’t just do something controversial or shocking to try to go viral. What works for others might not work for you. It’s fine to experiment with humor and novelty, but never lose site of solving problems. Take the lead in content marketing by crafting edgy educational content that no one else is doing.

Would you like to get exclusive & relevant information such as this blog/article  delivered to your mailbox? Join our OTR Web Newsletter now.

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web

OTR Web is a Partner with HubSpot.

For all your Inbound Marketing and Website requirements

Contact OTR Web.

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Interacting with Followers

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Interacting With Followers Is Crucial To Your Business. Learn Why!

Content marketing is strengthened exponentially with social media in mind. You can rely on search Social Media Brandingengines to a degree to help bring you a certain amount of traffic, but if you want to accelerate loyalty and possibly sales, you will need to interact with followers through social media. The most popular social networks are Facebook, YouTube, Google Plus, Twitter, Pinterest and LinkedIn. You don’t need a presence on each of them, just the ones that suit your goals.

The Power of Interaction

The quote from Ian Conklin that “clients want to believe they found you .. not that you found them” applies to search engines, websites and social media as vehicles for knowledge discovery. People feel rewarded by making the right connections in their networks. Take advantage of the fact that half the world is now looking to make new friends online through social media to help with problem solving and possibly career advancement.

Interaction through the internet is a much more empowering form of communication than a person who passively absorbs television or radio programming. Social media can deliver immediate answers and responses faster than email or any other electronic medium besides the telephone. Social media is more convenient than the telephone, which can be interruptive at times, whereas people with social profiles crave attention. Another strength that social media offers is group discussion that can expand through content sharing.

Mixing Art with Messages

Putting Paint to Canvas

Putting Paint to Canvas

What’s spectacular about social media sharing is that it allows you to express yourself in artistic ways that had previously not been possible. You can now easily associate your message with a song, a movie clip or a painting to help reach a common ground with followers. Sharing original art, music, video or photography with your message can give a personal touch to your campaign. It’s easy to type a post with a link to your blog or article and upload other media at the same time, creating a multidimensional post.

Posting news articles with artistic graphics and a theme that goes along with your writing is a creative way to lead followers to your content. Facebook and Google Plus give you flexibility for combining multiple links on one post. The visual imagery helps pull in readers from their news feed, which is important, since only about 15 percent of your Facebook friends will see your posts in news feeds. Facebook learns through “likes” and comments what the most active friends are for each individual and serves them their own individual news feed of top connections. So it’s important to create as many impressive posts as possible to increase visibility.

Comments and Likes

Your social media interactivity should include reading other people’s posts as well as writing your own. You can write comments on people’s “walls” on Facebook just by clicking their names. If someone likes your comment it’s a good idea to like their comments at least once in a while. It helps remind them of your content and builds a connection that keeps your feeds active.
Adding new unknown followers on Facebook can be done for a business profile, but is discouraged for personal profiles, so you may want to have two separate profiles on Facebook.

Google Plus is more about building new relationships online and engaging in more about knowledge, while Facebook has a more fun and casual orientation. Both social networks allow you to create subgroups focused on specific discussions. Twitter is more about promoting links with simple short statements.Take the lead in content marketing by interacting with followers on a level that creates a meaningful bond that is mutually beneficial.

Would you like to get exclusive & relevant information such as this blog/article  delivered to your mailbox? Join our OTR Web Newsletter now.

Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

Ian Conklin - President OTR Web


OTR Web is a Partner with HubSpot.

For all your Inbound Marketing and Website requirements

Contact OTR Web.

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Content Marketing – Distributing Content

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Distributing Content

Content marketing is unique from paid advertising in the sense that the intent is for followers to find you more than you chasing them. This concept is changing views about distribution in many ways. Instead of mass producing a compromised message at a high cost determined by gatekeepers and hoping for a return on investment, you can craft a more engaging low cost message using various interactive distribution channels.

Social Media

A powerful way to share your content is through social media networks such as Facebook, Google Plus, Twitter, LinkedIn and Pinterest. Facebook is a great place to share content with existing followers while Google Plus is a useful platform for finding new followers. Social media can be a time consuming experience because it involves interacting with several people, but it’s a great way to build relationships and loyalty.

Ideally, you want to create a brief catchy post about your blog on a social network with an attractive image and a link to the blog. There are different ways to post content, depending on how much time you want to spend. But if you want to post the same blog in several places including social networks, you should consider an automated system known as RSS (really simple syndication).

Subscribers

Blogs can be distributed to many different places at once using an RSS feed, which is designed for internet subscribers of frequently updated content. An RSS reader is software that aggregates various RSS feeds from the internet and displays them in one place. It eliminates the need for large companies such as USA Today to email their content to millions of subscribers each day. Subscribers can opt in and out of the content anytime they choose. They can subscribe to these feeds just by clicking a “subscribe” link.

Once you complete your blog on a blogging platform such as WordPress or Google’s content marketing rss feedsBlogger, you can click “publish” and the platform will automatically generate an RSS feed URL for your content that can be retrieved by subscribers. You can also syndicate audio or video podcasts. It saves you quite a bit of time from manually sending it out to each recipient or posting in various places. Each social network has instructions for where to place your RSS feed URL, which is a one time setup.

In order to set up an RSS feed you will need an RSS management platform if you’re not using a blogging platform that does it for you. RSS Builder and Google’s FeedBurner are software programs that will do the coding and generate an RSS feed URL for you in one click, while you fill in a form for your title, link, publish date and other information. MailChimp is useful software for scheduling your blog or other content for email subscribers.

Mobile Optimization

Let’s face it, mobile devices such as smart phones and tablets have surged in popularity and have become an easy way to access the internet for people on the go. Optimizing your website for mobile users can help your cause, especially if you run a local business with a physical location.

Some owners prefer to create a separate “mobile website” for mobile users, who need to conserve bandwidth and just need simplified versions of websites to access the most important information and links without dealing with big files. However a “responsive website”, one website that in effect remakes itself for each browser and device type is most often thought as the best solution overall. Google refers to the responsive web as a best practice. The Google app Currents and the iPad app Flipboard create simple ways to syndicate mobile content in real time.

Take the lead in content marketing by making your content available to your followers based on whatever the easiest way is for them to connect with your messages.

Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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Content Marketing : Crafting Cross Promotional Content

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Content Marketing : Crafting Cross Promotional Content

Teamwork is how entrepreneurs with shared visions can make big things happen. You don’t necessarily need to partner with businesses in your same industry. As long as your content connects with their content in some way that is relevant to users, you can create cross promotional campaigns that expand the exposure for both businesses.

Link Sharing

At one time search engines considered link sharing to be a measure of site importance and popularity. Over time they realized that many sites swap links with each other to improve search rank even though the links don’t really help users. Search engines in recent years have placed less emphasis on link sharing unless both sites offer high quality content and they relate to each other. You need to be careful who you link to now because Google penalizes sites that link to low quality sites.

If you choose your link partners carefully and only exchange links with quality sites that make sense for your site, then it can improve your search rankings. Let’s say you offer a photography service and you write several blogs about weddings and each one links to a catering service that also writes blogs about weddings. The cross promotion makes sense for users and search engines because a bride and groom can conceivably hire both a photographer and a caterer for their wedding.

Interviews

One way to create cross promotional content that potentially doubles the impact of exposure is to interview other bloggers with followings for your blog. Everyone in the content marketingonline world needs to be talked about by others online, so they will naturally want to link to your blog. It becomes part of their press kit portfolio. If you can do a video interview on YouTube you can help your cause even more because then you’ll generate traffic on a third site in addition to being indexed in another search engine.

Interviews make excellent content because they are original and personable. A conversation between two people creates extra energy on video and more variety in print. You don’t have to have special interviewing skills like a news reporter. The old rules of last century’s media no longer apply to the online culture. Human conversations are now acceptable and effective ways to share information. Relaxed interviews come off as more genuine than trying to sound like a scripted journalist.

Multiple References

There’s no rule that says one blog can only cross promote one other blogger. You may want to write a story that surveys several bloggers about their opinions of products or trends. You may even want to build a panel of bloggers that you frequently interact with as each of you cross promote each other. It wouldn’t be that difficult to accomplish since it can all be done through email. The possibilities are endless when it comes to creating alliances on the internet.

Cross promotion of content, of course, doesn’t have to be limited to just blogs. You can share your cross promotional blog on social media, which can snowball into more sharing. Creating a big circle of alliances that all cross promote each other can generate active conversations that attract attention. The more you can develop a scene with a familiar cast of characters, the more you can build a cross promotional empire that brings an online crowd together. Familiarity is important for building any community.

If you find partners who share your visions of the world, your cross promotional content will make sense and be easier to produce.

Take the lead in content marketing by building bridges with friends online who you can cross promote.
     
      

Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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Content Marketing Providing Useful Solutions

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Content Marketing : Providing Useful Solutions

Your job as a thought leader is to pinpoint problems and offer time saving or money saving solutions. Around that core dimension you can add a wide variety of elements to your storytelling. Bloggers who don’t offer solutions tend to get discarded into the space of forgettable internet history, which is by no means a lonely place. There are  more blogs that fail than succeed, but the winners are the ones who make life better for others.

Challenging Common Thought

One way to enter the realm of online problem solving through blogging is to analyzeContent Marketing current market conditions and evaluate trends with the intent to be critical of the ones that don’t really matter. If you study the music industry you’ll find that many trends have been nothing more than well executed marketing schemes. Certain genres  or artists have remained a continuum through multiple generations, such as the Beatles, whereas certain trends have had short life cycles before burning out.

Figure out the difference in your field between long term mainstays and short term trends. Don’t be afraid to criticize short term trends because it can help build your track record in the long run. Embrace established order that you probably can’t change and pick apart the quick rise and fall schemes that are fragile and aren’t worth defending, especially if they add up to big expenses over time. Consider how the SEO schemes of a decade ago are now outdated and could have been costly for followers who latched onto them. You can demonstrate thought leadership by helping readers learn to see through popular myths.

Identifying Problems

Every business or industry has limitations, which many times are swept under the mat. Businesses tend to hide their problems from public view for branding reasons. You don’t necessarily have to single out any competitors, but you can gain an advantage in your content marketing by developing a list of customer “pain points,” which are any scenarios that create uncomfortable problems for consumers regarding products or services.

Even if you do not have readily available solutions to specific problems, take note of them anyway. Create a list of pain points as long as possible because every single one of them can be turned into a compelling blog at some point. Rank the pain points by severity and by your ability to resolve them at least through ideas. You many not have the resources to develop product solutions, but that doesn’t have to stop you from establishing yourself as a thought leader. Eventually you may come across partners who can help create such products.

Offering Solutions

Content marketing at its best is about offering useful solutions that improve an industry and consumer experiences. Your ability to provide solutions in your blogs can be enhanced through inspiration and brainstorming. Inspiration can come from art, movies, music, books, sports or other areas of pop culture. Solutions do not always come from the top geniuses on the planet. Many times they surface as a result of group discussions or ideas triggered during a game or activity.

Solutions are powerful topics in your blogs because not only can they win the loyalty of online customers, they can also get the attention of possible business partners or even the media. Newspapers and TV news reporters crave covering new ideas and inventions, because it helps build their own images as thought leaders. Search engines are waiting to rank web pages, especially blogs, that provide answers that their users are searching for.

Take the lead in content marketing by offering blogs that speed up people’s quest for resolving difficult matters.



Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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Content Marketing – Thought Leadership

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Content Marketing – Thought Leadership

The core objective that determines whether or not content marketing will be worth the enormous amount of time and effort is thought leadership. Are you able to become a thought leader in your field or are you more comfortable with being a follower? If you just want to be a follower you will inevitably be overshadowed in search rankings by more creative competitors. Thought leadership is about assuming command and determination in your industry at creating a huge community of followers.

Modern Expertise

Traditionally, leadership in general in our culture was reserved for the few who chose Content Marketing - Thought Leaderspaths through higher education or may have already been born into powerful circles. Rarely were mainstream people expected to become heads of big corporations or invent products that change the world. Experts were considered individuals with degrees from prestigious universities, professors, high profile business leaders and people with years of experience in their trade. Authors of books released by major publishers gained similar credibility.

Thanks to Google and other search engines, the definition of “expert” now includes a longer list of people who might not have those traditional qualifications that define expertise. Apple innovator Steve Jobs also inspired a new culture of people who want to change the world. These inspiring tech pioneers elevated the confidence of many people to pursue innovation as a vehicle for attention and respect. It’s now ok to go against the status quo and offer new ideas to improve systems and products. People who inform and inspire others online with original content are now called thought leaders.

Gaining a Competitive Edge

Study your competitors to understand their strengths and weaknesses. You may not be able to counter their strengths but you may find creative ways to counter their weaknesses. Perhaps they have limitations that are short-sighted. Even if you do not have the means to offer a better product you can still use their weaknesses to your advantage by commenting on them. Look for weaknesses that you can be the first to comment on and offer ideas for improvement.

If you can develop a steady stream of ideas that can improve your industry, you can take the lead in content marketing by utilizing business blogging. One rant isn’t going to change the world much, but a series of well thought out blogs can at least start to attract like minded followers who can convert to customers. As OTR Web Solutions President Ian Conklin has said, “clients want to believe they found you .. not that you found them.” 

Blogs are important because search engines regard them as potentially authoritative and prioritize them in rankings. That’s how many people end up connecting with thought leaders.

Video Credibility

Making informative videos adds to your credibility as a thought leader. YouTube has become the new encyclopaedia for people to gain knowledge quickly from trusted thought leaders. While blogs are meant to be personable written journalism, video can be even more personable and memorable. Now that online video has become so popular, a huge body of evidence is showing that people are more likely to remember what they see in an online video than what they read in a book. One reason for this phenomenon is that viewers can start and stop videos whenever they want.



The ability for people to learn from video has accelerated the time frame of learning curves in our society. The more you can inform people in videos, the more they will regard you as a helpful thought leader and want to check out more of your videos. Sharing your videos on social networks will help increase views.

Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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Is SEO Dead Alive or Just Different

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Is SEO Dead or Alive?

We have all read the (often self proclaimed) pundits writing articles about how SEO is dead and web masters are wasting their time and money concentrating on that aspect of their websites. As in most blanket type statements there is some truth and some non-truths in such a statement.

Organic SEO

Organic SEO or Natural SEO is alive and well – always has been and in my opinion always will be an effective and important tool for web masters. In simplistic terms Organic SEO comes about from researching the key phrases your website readers will use to search for your product or service.  Those phrases must then be placed within your web copy in such a manner as to attract not only the search bots but also your website reader…compelling them to take a specific action. Remarkable web content is still king.

Organic SEO also involves your website structure and navigation scheme by developing your website so as to assist the requirements of the search engines. In other words the back-end of your website, the part you do not see, must be coded to be effectively read by search engines such as Google or Bing.

If you build or have built a website without these elements (and yes there are many web designers that pay only lip service, if any to these critical elements of a website) you will find your website buried about 50 to 100 pages back on Google.

Not So Organic SEO

There hardly seems to be a day or a week that goes by that I do not get an email or phone call from a company the “specialises” in SEO. You answer the phone and you hear the crackling noise of an overseas caller telling you in not so good English how they can get your website number 1 on Google! Or the email comes across your desk extolling the virtues of their company and talking about link building and only “White Hat” strategies and techniques. Ever notice that most times the email is not from a business address but rather a free email service such as GMAIL or Hotmail or Live? RUN is the best advice I can give.

Then there are the companies that specialised in print ad books. They suddenly came to the understanding that they were falling behind, becoming irrelevant and jumped into SEO late in the game. They often coerced you into staying with their print ads by combining with their new super duper SEO packages. Those SEO packages seem eerily similar to the ones being developed and maintained by those offshore companies … with the same link building techniques and on-page web strategies. I have looked at the page coding on some and just shuddered.

Is this orchestrated type of SEO dead? … well if it is not it probably should be and with the changes in algorithms of the search engines, it will soon be dead and possibly your website along with it.

Where is SEO Alive and Well

SEO has become an entire package of responsibilities for your web marketing firm. Encompassing not just a new website with Organic SEO, but Social Media, Business Blogging, Email Marketing (to opted in recipients) and Online Video amongst others. This package when bundled together is called Inbound Marketing. Drawing customers to your product or service.

I penned a phrase in an earlier blog about Brand Strategies Inbound Marketing. In that blog I wrote, “clients want to believe they found you … not that you found them” in other words the days of cold calling on potential clients or invasive marketing techniques are long dead. Today a potential client recognises a need and searches to find the answer and that is when your information needs to be available. Sounds  a whole lot like SEO to me.

Take the Lead in SEO – access our eBook on Creating Remarkable Content



Creating remarkable content is still king in SEO. It is just that today that remarkable content is across a wider spectrum of media. Yes SEO is alive and well.

Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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Creative Content Marketing Ideas

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Content Marketing – Ideas for Creative Content

Content marketing is all about storytelling. Without this major ingredient, the recipe is flawed. It’s about connecting with people and building an audience that’s already searching for the topic in search engines with keywords. All you need to do is expand on those keywords and turn them into stories that you can share through different media, such as your website, blog, newsletter and social media profile.

Several formats can be used for content marketing. Essentially, it involves whatever typecontent marketing is all about telling your story of multimedia you’re comfortable with. Content can be created and shared in the form of text, audio, images, charts, info-graphics, videos or innovative new types of media. Many successful campaigns are built on a large quantity of text mixed with graphics or other media.

Planning Ahead

The first step to contenting marketing is mapping out the universe of possibilities for content ideas. Like keywords, start with general concepts and move toward specific detail. Creating outlines will help guide you to expanding on content because outlines will tell you where the story is leading.

Before setting out on this adventure of producing material, do some research and experience for yourself your topics. Gather information and organize it in a way that’s easy to use for your own reference purposes. Some people create different word documents for different topics and store them in one folder on their computer. Others like to create multiple folders stored in one folder.

Evergreen Content

Plan on creating evergreen instead of static content. Evergreen means something that will always be fresh for the people who discover it the first time, as opposed to content that becomes dated. Almost any subject can be treated in an evergreen style.

Evergreen content can be achieved if you tell a story in an historical context. In other words, the statement “gas prices are $3.50 per gallon” will become outdated, whereas the statement “gas prices hovered around $3.50 per gallon in 2013” is more of a timeless fact that will always have relevance as a time marker.

The reason you want to present your content in an evergreen style is that it saves you the work from eventually changing or eliminating content. Once web pages are created they become part of Google’s index. Even though Google encourages fresh content, they still give old web pages high rankings if they present useful information.

Problem Solving

Think about the buying cycle of your customer. Plan stories that will lead to when it’s right to buy your service or product. Important components of storytelling should be about problems and solutions. Make a list of what your customers tend to complain about. You can do this by studying existing reviews on sites within your industry. Create stories that address these issues.

Tell your story in a conversational manner, even if what you are selling is technical. Content marketing is all about humanizing your brand as opposed to last century’s marketing strategy for bigger than life mystique. Figure out how to tell the same stories in different ways so that you can recycle content that links together. Pay attention to word count and try to get it up to several hundred words per page.

Original ideas

Make your content as original as possible, which helps search rankings and your credibility with followers. Some of the ways to craft original content are to write about your historical perspectives, interviews with experts and lists of tips for efficiency. Check what your competitors are doing and do something different. Write about what the industry needs to improve. Give your readers something they can be excited about so that they’ll share it with friends.

Take the Lead in Content Marketing – Access the OTR eBook on Remarkable Content



Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.



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What is a Landing Page and Why Do I need One

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 What is a Landing Page and Why Do I need One

A landing page is not just any page in a website. It’s a crucial page that can make or break your marketing campaign. And by extension, it can help or hurt your sales.

This is why professionals spend hours poring over landing pages. They don’t stop at stunning pages. Testing and tweaking are part of their job too. The result of their hard work is a perfect landing page that converts well for a long time.

Take the lead now by creating landing pages that convert.

What Exactly is a Landing Page?

Your website’s home page is a landing page. But it can also be any other page where visitors are prompted to make a specific action or result. An effective landing page contains a lead form for obtaining a visitor’s information. It can be a simple email campaign page where visitors are promoted to fill out a form with their name and email address. Or it can be a detailed data capture form with more than four fields.

What Can You Get from a Good Landing Page?

You may have seen hundreds of landing pages already. The question is, are they any good? Have all of them convinced you to sign up or give up some of your personal information? Realize that only a handful of them are effective. So if you’re going to design a landing page, make sure it’s a good one to get all of these benefits:

Increased Conversion Rates

Targeted landing pages are likely to raise your chances of converting traffic into leads. They can, for instance, encourage visitors to sign up and receive product offers and recommendations from your company. You can personalized these offers and recommendations so that prospects are likely to buy.

Establish Lasting Relationships

Of course, landing pages can prompt actions other than buy this or proceed to checkout. When people fill in a form, they are at the same time entrusting their personal details to your company. This comes with caveat of course. Never ever break their trust. Send them useful stuff only. Make friends with them through helpful information and irresistible offers.

Getting people’s trust and actually making money out of your marketing efforts are two compelling reasons to craft an high-converting landing page. Don’t worry if you’re not a designer, you only have to familiarize yourself with winning landing pages and understand the basics.

What Makes Landing Pages Effective?

You don’t need technical knowledge to create a good landing page. But you do have to be brilliant at the basics. Here’s how.

>Less is more, especially in design. So keep your design clean and simple. This will help visitors focus on the product you’re offering or call-to-action. Your design should make it easier for visitors to focus. Anything unnecessary will only distract your visitor from completing an action.

>Make it easier for visitors to thoughtfully consume content. Use enough white-space for them to think. Doing so will help them make sense of what your product or service is about. You don’t rush them into buying and regret their purchases later. But you do give them the necessary push to buy or get something valuable.

>Create responsive landing pages or design for multiple platforms: full-size and 11-inch monitors, mobile and tablet screens. The percentage of users using smartphones and tablets for researching and buying is rising. Don’t miss out on these opportunities.

>Hire a professional copywriter who perfectly understands your business and your target audience.

>Use relevant images and videos. Also, be wary of using stock photos. Use fresh, relatable and unique photos instead.

 Take the Lead with our free 48 page eBook – How To Use Landing Pages For Business



Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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10 Real Bad Business Blogging Traps

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Bad for Business Blogging Traps

A Top 10 List of Not To Do’s In Your Business Blog

There’s no doubt about it, blogs have fully arrived in the business world, and any company’s website that doesn’t include one is missing-out on a very popular item that Remarkable Contentcustomers regularly click on. And making your website popular with customers is a big part of commercial success in today’s business environment.

Yet while many businesses now understand the importance of having a blog, very few fully grasp the various components good ones contain that separate them from the herd. Let’s take a peek at 10 key things you definitely should not do if your goal is to take the lead amongst the most effective business blogs. Avoid:

Failing to integrate blog with your website 

Customers will frequently find an interesting article on your blog by doing a web-search. The whole point of your blog is to get eyes on your main business web-site, and turn those eyes into customers. Having their search lead to your blog – which is on your website – accomplishes the first goal.

Poor blog design  

The content of your blog is important, but if its look-and-feel don’t grab people, they may never stick around long enough to read anything. Design elements, such as bolded titles, sub-headings, social networking buttons, RSS feeds, and color elements, will keep those eyes on the page long enough to encourage reading your content.

Turning-off blog comments

Getting visitors involved in your blog makes them much more likely to get them to look at your main web-site. Include an easy to navigate comments section – with responses from you. People love to interact, and to have that interaction validated. It sends the signal that you care about your customers – which makes your readers more likely to become one.

No email plan

Another key aspect of interacting with blog visitors is to have a way for them to receive more info later – via email. They may not be ready to become a customer at first – but staying in email contact with them keeps the door open. Have an email subscription strategy.

Overly product-centered content

Your blog isn’t your main selling vehicle, your web-site is. Have content that addresses broad issues related to your product. If readers get interested, they’ll follow thebread crumbs to where you want them to be.

Off-topic content

On the other hand, don’t include material so broad that readers forget what brought them there in the first place. Attention spans online are limited, at best. Stay on message.

Anonymous authors

Blogs are supposed to be personal, so make sure each post is tied to an actual name. Blog visitors tend to be inherently suspicious of generic postings, and will be quick to hit the exit button. Give them that personal touch so they know there are real people behind the screen.

Lame blog post titles

Titles are crucial! They signal what’s to come, and if your title is trite or empty, there’s little chance the reader will continue to discover what you’re saying. Create titles that compel reading.

Posting infrequently

There’s a word for old blog posts; boring. Keep a steady stream of fresh material coming. It tells readers that there’s vitality here – and that’s what they’re looking for.

Overlooking SEO elements

Put energy into learning how search engines deliver results to queries – and include those elements in your blog. That’s how people will find it – which is what you want.

Bottom line

A business blog is crucial today; but so is careful attention to its elements. Do your homework. For further information and for even more in depth blogging mistakes information and strategies – Take the Lead and download the OTR eBook on Blogging Mistakes.
    


Ian ConklinIan Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.

OTR Web is a Value Added Partner with HubSpot.

For all your Inbound Marketing and Website requirements Contact OTR Web.

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