Spring Cleaning SEO

Spring Cleaning SEO

Finally, it’s Spring! And with that come thoughts of Spring cleaning for your website.

Every now and again it’s essential to take some time to examine how your site is performing with visitors and robots. We know the Web isn’t static and your website shouldn’t be either. It’s a constantly evolving landscape.

To help you out here’ a free guide straight from Google.Google SEO Guide

 

 

 

When reviewing your site, here are just a few things to look at:

For website visitors

  • Do you have a strong call-to-action on your homepage and other pages?
  • How well are visitors converting into clients?
  • ​Do you keep adding new relevant content?
  • Are your pages keyword optimized?
  • Is your contact info prominently placed?
  • Is navigation user-friendly?
  • Are there broken links?
  • Is your site loading quickly?

​For web crawlers

  • Is your Google+ Local (Google Places) listing optimized?
  • Are you being “social”?
  • Are your website pages consistent in title, description, keywords, and tags?
  • Is your site loading quickly
  • Do you have a sitemap?
  • Is your site optimized for mobile?

OK, now time to go clean up your site…

Marie


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!
To find out how Marketing Strategics can help your business, e-mail contact@marketingstrategics.biz, or call 613.691.1221, extension 101.
© 2013 Marketing Strategics – All rights reserved

Ottawa Email Marketing

Reach Out With Email Marketing

One of the challenges that many entrepreneurs face is how to stay “top-of-mind” with clients and prospects in a way that provides value, and that isn’t always about “buy my stuff”.

It’s easy to keep in touch!

I’m talking about reaching out to your audience with a regular email newsletter. It may sound passé in these days of Twitter, Pinterest, Instagram, etc., but it is still a very viable avenue to connect with existing and potential customers.

Of course traditional advertising is still an option too, but that can get pricey in a hurry to do a proper job of it, especially if you don’t have deep pockets! Some of the many advantages of having your own newsletter are that it:

  • Positions you as an expert in your field
  • Places you as a resource for products, services, and information
  • Builds KLT (Know, Like, & Trust)
  • Reaches a large number of people very inexpensively
  • Makes you approachable

Another benefit is that you’re likely to make more sales from sending out your newsletter. And bottom line, this is what every business owner is after!

Show me the money…

Here’s part of an infographic based on research by Kissmetrics, Pew Internet, eConsultancy, et al, that shows the effectiveness and terrific ROI of email marketing.

Email Marketing is still very effective!

Next time around, I’ll take a look at how you can easily get started with your own email newsletter.


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, e-mail contact@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2013 Marketing Strategics – All rights reserved

Don't Burn Your Loyal Customers

Don’t Burn Your Loyal Customers!

It seems to me that the bigger companies get, the more out of touch they are with how to properly treat their customers. And how you treat your customers will stay with them so much longer than your catchy ad, witty tagline, or latest “Everything Must Go” discount sale.

Let me fill you in on what I’m talking about. Earlier this week my subscription to Norton 360 was auto-renewed at $89.99. The price on their website is “save $20 – only $69.99!”

It’s only 20 bucks…

I’m not the kind of person to let something like that slide. You might say, hey it’s only 20 bucks. Not so much. To me it says “let’s count on the apathy of loyal customers, let’s see if we can slide this under the radar – it’s easy money…”

And, get this, I could get Norton 360 from Staples for $44.99 online without even leaving my office!!

So I get online and chat with the Norton call centre. Prathish is very polite, very efficient, and quickly refunds the charge, and cancels my subscription – no problem there.

I then ask how come, $69.99 on the website but not for me? Well, it’s company policy to renew existing customers at full retail!

No attempt at retention, no niceties, no nuthin’.

You bought already, don’t bother me

I see this type of thinking as so many kinds of wrong. To me it says, you bought and now I don’t have to care. Buy my product today, and we’ll worry about selling to you again later when we get there.

How’s that for a marketing message and building the relationship with your customer?

Now on the other hand, I can tell you about Myers Cadillac Chevrolet. These folks know how to treat you right!

This month we upgraded into a new vehicle, but didn’t need to as the previous one was only a couple of years old. What prompted us to do so is that I received a letter from Myers explaining that it might be financially viable and advantageous at this time. We checked out the numbers and options and it absolutely made sense. A no-brainer!

Now we’ve been dealing with Myers and Shawn Fields for 13 years already. Shawn is a low-key, straight-up and no BS kind of guy. The kind of person you can trust.

And we’ve been having our vehicles serviced there exclusively as well for the same reasons. You may think that getting service at a dealership costs more, but actually I find I get so much more value out of bringing my car to Myers.

1. They’re trained on their brands and know my vehicle.

2. They know me by name (It’s kinda like the TV show Cheers).

3. They do the job right the first time. (It’s been my experience, so I have to assume that’s most of the time.)

4. They have a great little restaurant & lounge where I can work.

5. Or they’ll drop me off & pick me up if I choose.

You’re a customer too!

Hmm, there’s a few interesting things going on in what I’ve just written:

1. I felt compelled to tell you about the infuriating (negative) experience first. Just human nature I guess (so I must be human…)

2. The Norton experience is only about $50 to $100 a year, so why even bat an eye at the price.

3. I’ve probably been a Norton customer longer than I’ve been a Myers customer.

4. I realize that you can’t compare the price of anti-virus software to the price of a car, but the margins are probably much higher.

5. Product matters and has to be good, but after you have that covered, service is everything.

6. How much have we spent with Myers over 13 years? I’m sure they are well aware!

7. How you treat your customers speaks volumes and is your number one marketing activity!


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, email contact@marketingstrategics.biz, or call 613.691.1221, extension 101.

What's Your Unique Selling Proposition?

What’s Your USP?

As far as I’m concerned, marketing & sales are inextricably linked.

If your marketing’s weak, it’s that much harder to make the sale if you’ve left a poor first impression. Clean-up and do-over are a lot more work than doing it right the first time. Lousy marketing = lousy sales…

So that’s why I want to talk to you about your initial message, the dreaded Unique Selling Proposition. This has to be part of your slogan, jingle, tagline, and overall brand “packaging”. It’s your business philosophy and your staff’s mantra.

It’s your memorable mini ad and memory jogger that pops into your business contacts, propects, and clients minds (consciously or unconsciously) when you meet them virtually or in person. When done correctly, it lets you fill a particular category space in their minds that obliterates any other competing business in the same space.

Create Your Own Space!

Actually, when done right you create “your own unique category” because your message has differentiated you to the point of making you one-of-a-kind.

FedEx: “When it absolutely, positively has to be there overnight”

M&Ms: “Melts in your mouth, not in your hand”

Domino’s: Fresh hot pizza delivered in 30 minutes or less, guaranteed!

OK, so what’s the magic formula for a great USP?

1. It has to answer the question that every prospect asks themselves: Why should I choose to go with your offering, as opposed to any other possibility, including doing nothing at all?

2. Keep it simple. Bafflegab does nothing to enhance your image or your bank account. Your audience will just go “huh?” and leave confused. Remember, a confused mind does nothing…

3. Niche it down – narrow your positioning. When you try to appeal to everyone, you dilute your message and limit your income. For example, if you’re a physical therapist heavily involved in sports, you might position yourself as a practitioner that works exclusively with high level athletes. That targets a smaller segment of the population, but one that can appreciate the services and be willing to pay a higher fee for them.

4. Meaningful targeted benefits. In the example above it could be “improving endurance performance within 15 days”. This is very specific and measurable. It’s a clearly defined benefit.

5. Put your money where your mouth is – provide a guarantee. If your product/service is as good as you say, you shouldn’t have any worries with this one…

Don’t overthink it. When creating your USP, the language you choose is straight forward and simple, your offer is strong, and the benefits are crystal clear and immediately understood. And to make it even more compelling, there’s risk reversal with a guarantee.

And whether you offer a tangible product or a service, your USP should paint an image in people’s minds as well!

Just so you know what not to do…

Here’s a prime example of bumf-filled bafflegab, crafted to puff up the speaker and deflate the listener so that the audience is led to believe that they couldn’t possibly handle such a complex subject themselves. That’s what the speaker thinks, but most of the time the listener will do a quick yes/no analysis and within seconds will have determined that it’s a “no”.

“Our company helps develop for our clients a replicable and scalable process of client acquisition. We have a proven process for implementation that allows organizations to tailor the model to their market, business offering and company’s growth goals.”

What? Really?? OK, how about this instead:

“We grow a solid base of well-paying, repeat customers for business owners. And our system is based on results-driven direct marketing. If for every $1 you invest with us you don’t make your money back in the first 30 days, you don’t pay a cent.”

Create your USP as if you were speaking to someone, because in fact you will be telling this message to all prospective buyers and clients. And remember to keep it simple!


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, e-mail results@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2012 Marketing Strategics – All rights reserved