Archives for July 2016
Up Your Blog Game: Intriguing Introduction
“Once you get people laughing, they’re listening and you can tell them almost anything” – Herb Gardner. You have written a catchy title now you have to keep the reader’s attention with a solid welcoming introduction. As I said in the last post, only 20 percent of the readers continue after the title. You certainly don’t want that number to drop. So here is the answer to creating a fun and exciting introduction.
When the team at Viral Solutions brings their minds to your business, you are getting all of our collective experiences. We will never sugar coat the reasons behind our input. We will not withhold our best solutions. We will not limit our implementation strategies.
Just as with the title, the introduction paragraph has to be interesting. Look at it as if you were introducing yourself to someone you fancy at the bar or night club. How do you want to be perceived? Interesting, funny, smart, these are all attractive qualities, right? The same applies to writing an introduction. You want to make it alluring to captivate the reader so that they will want to finish the article.
Try opening up with a quote as I did in this article’s intro. Think of it as your icebreaker. Quotes can project the qualities we are looking for in an intro paragraph, all in one line. Easily snagging the attention of the reader. Be sure to make the quote relevant to the subject of the article. Select short and to the point quotes, to keep a nice fast pace flow for the post.
Put yourself out there. Show some personality or share something personal to connect with the reader. Don’t dig too deep, and it must relate to your focal point. Most people out there have the same problems in life and can relate to one another’s experiences. If you have an uplifting or fascinating story to share, all the better. Everyone loves to hear true tales of life’s adventures. They can be inspiring, so much so they can will a reader to read on.
Start with your end. Much like the abstract portion of a scientific paper, you can give the reader the most important information first a.k.a. the results. Blog readers read at high speeds so you got to give them the info they want first or they will lose interest just as fast.
In conclusion, give your opening paragraph attractive qualities (funny, smart, and interesting). Quotes are always a good way to start, as long as they are relevant. Readers love a good story, one that inspires and connects with the reader. And finally, put your most important information first to hold the readers interest. Use any one of these techniques and you are sure to write a great intro.
Queen of the Machine for Viral Solutions LLC
“If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.” ~ Simon Mainwaring
Common Misconceptions about Pay Per Click (PPC) Advertising
There are many businesses that use pay per click (PPC) advertising as a way to draw attention to their business online. It shouldn’t be surprising that with so many companies using the tactic in different ways, there are a number of myths and misconceptions about it that have become quite prevalent.
Here are a few of those most common misconceptions about Pay Per Click:
Long Tail Keywords: From what to why – Long tail keywords and long tail key phrases are those keywords that are more specific, less common, draw less traffic and are potentially harder to refine than head keywords. If that is the case, why are they so valuable? Why should a web site owner optimize for long tail keywords? What is the definition of long tail keywords?
- You’re guaranteed instant results: Many marketers flock to PPC because they are convinced it will provide them with instant results. While you may see a quick boost in the amount of traffic coming to your website, the fact is that there are never any guarantees in PPC or any kind of marketing. It may take some time for you to figure out exactly what will and will not work, meaning you’ll have to test different keywords and strategies.
- Being ranked first is what’s most important: While you definitely want to try to get ranked first in organic search results, this isn’t necessarily the case in PPC. Remember: you’re paying for clicks, not conversions. If a person clicks on your site but isn’t ready to make a purchase, then that’s a little bit of money you’ve lost. People who click on links a little farther down on the first page are more likely to convert than those who click the top link.
- You need to have as many keywords as possible: It’s easy to fall into this trap. While having keywords might get you more impressions, it definitely does not mean you will get more conversions. Having a few strong, focused keywords that have proven to perform well is the best strategy for getting more conversions.
- PPC is the only strategy that can help new companies succeed: While PPC can give new businesses a little bit of a jumpstart with their digital marketing, it certainly is not the only option available to them. Paid advertising gets expensive over the course of time, so solely relying on PPC could actually end up hurting your business in the long run. It should be used as a supplement to your overall digital marketing plan, rather than the crux of it.
Our team at Viral Solutions can help you develop a stronger PPC campaign and figure out how it will fit into your overall digital marketing strategy. Contact us for more information or to set up a strategic planning session.
Copyright 2016 Viral Solutions LLC
We help overwhelmed small business owners duplicate themselves – so business can be fun again
Viral Solutions LLC is a Digital Marketer Certified Partner, an Infusionsoft Certified Consultant and a Google Partner – Certified in AdWords.
Up Your Blog Game: Attention Grabbing Title
You truly are amazing! “That’s amazing” is my two year-old’s favorite thing to say. Certainly she is talking about your accomplishments. Do I have your attention? Good.
A good snappy attention grabbing title is the most important piece of your blog post. Since the headline is the first sentence that they are likely to read, it has to spike your reader’s interest to get them to continue. Especially when only twenty percent of the people that will read your title, will follow through and read the whole article.
Our copy-writing team offers a combined 37 years of experience and has written for over 1,529 entrepreneurs and product owners in nearly every niche conceivable. Every day, we dive into ongoing training in cutting-edge copy-writing and marketing strategies in order to hone our skills and help you grow your business bigger and faster.
Think about what it is you want to say. What is the main focal point in your article? Sometimes you have to actually start writing the blog post first before the big idea for a title hits you. Once all of your thoughts are organized and you have a finished product go back, proofread your work to find the inspiration.
Keep your audience in mind when forming your title. Seek out the keywords that relate the closest to the subject. These are the words that will tell the reader what the article is about. Choosing the most specific words for your title will also better the search results for the reader. Arrange these keywords in an order that makes sense, but is also quick and to the point.
Another trick is to incorporate numbers, questions the reader is asking themselves or statements that point to a known problem that the reader needs to take immediate action on into your title. Numbers, pain points and instant solutions are quick and easy pieces of information to take in, and they stand out among the words catching the reader’s attention. For example,
a) 4 Steps to Exciting Titles!
b) 6 Ways to Lose the Winter Weight.
c) Reasons Entrepreneurs Fail at Digital Marketing.
d) Get a Grip on Your Advertising Costs
e) Are you the problem? How to be the solution!
Breaking the subject into steps and immediately making an intriguing point makes it seem very attainable and will encourage the person to read on.
Get some inspiration from other sources. You won’t have to go far to find them. I’m sure you have plenty of resources in your own home. Try looking at your coffee table for instance. What is usually stacked or placed on or below? Magazines! There are plenty of articles with quick-witted headlines that can spark your imagination. These are written by the pros, and it's always best to learn from a pro.
So when writing your headline remember to be direct about the subject of the article, use keywords, numbers when applicable, and find inspiration from the magazines and newspapers. Make it fun and exciting to grab the readers attention. Good luck!
Queen of the Machine for Viral Solutions LLC
“If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.” ~ Simon Mainwaring
Mobile Marketing: It is a Necessity for Marketers
Remember a few years ago when one of the top “digital marketing trends” was the rise in mobile web use? Mobile has quickly shifted from a way to give your company an edge over the competition to an absolute must-have portion of your advertising campaign if you hope to keep up in a constantly evolving digital landscape.
Here are just a few of the reasons why mobile marketing is a must in today’s marketing world:
Have you been wondering why your mobile marketing strategy isn’t producing the results you were hoping for? There could be any number of reasons, but chances are you are guilty of one of the most common mobile marketing mistakes that infect small businesses. Here are a few of those most common mistakes. Do any of these sound familiar?
- Google’s algorithms push mobile: Google has changed its search algorithms so websites that have mobile versions and perform SEO for mobile users have a leg up over those that don’t. As time goes on, the penalties for non-mobile sites are getting even more severe.
- Mobile is now king: For the first time ever, more people are using mobile devices for the majority of their web searches than desktops or laptops. This trend is expected to continue to grow as smartphones become more ubiquitous and the technology continues to evolve.
- Social media has boosted the power of mobile marketing: Social media apps like Facebook, Twitter and Instagram have built in new mobile ad platforms into their interfaces. Purchasing ad space on these apps is extremely simple. Considering many millions of people use these apps every single day, there’s a tremendous chance to increase your audience.
- It’s a chance to use multiple channels: Your mobile marketing strategies can build on the digital marketing tactics you’ve already begun using for desktop users. This gives you the ability to reach users on multiple platforms through a variety of channels. Having this sort of variance in your marketing is an extremely powerful thing.
- There are more options for personalization: People carry their mobile devices with them at all times and use them for far more tasks than just browsing the web. As a result, brands have a unique chance to learn more about their customers that they don’t get from desktop users. You can take what you learn about your customers and use it to customize your marketing campaigns so they speak directly to your audience.
If you haven’t gotten started with mobile marketing yet, there’s no better time than the present. Contact us today at Viral Solutions for more tips about how to get started.
Copyright 2016 Viral Solutions LLC
Prior to joining Viral Solutions, Christine held executive leadership roles at some of the largest small business consulting firms in the USA. Her experience includes leading direct reports of over 130 remote sales agents who generated $38mm in annual revenue. She obtained her Marketing degree from British Columbia Institute of Technology. Bring her C-Suite experience to your small business. Although our company is virtual, and we can work with you wherever you are located, she is located in Denver, Colorado and owns a second home in Vancouver, BC Canada.
Viral Solutions LLC is a Digital Marketer Certified Partner and an Infusionsoft Certified Consultant.
We help overwhelmed small business owners duplicate themselves – so business can be fun again.
How to get Attention through Earned Media
The competition for attention through earned media is fierce. Your small business competes for attention with Fortune 500 companies, direct competitors and even the mom and pop shop. When the numerous options for your brokered attention, such as social media, email, text message and blogs have failed you, you may be wondering what else is there.
Today's audience can easily tune you out. This makes earned media a must. Historically, what appears old often becomes new again. However, you may be wondering how you can stand out in the crowd.
What is earned media?
“Earned media often refers specifically to publicity gained through editorial influence, whereas social media refers to publicity gained through grassroots action, particularly on the Internet. The media may include any mass media outlets, such as newspaper, television, radio, and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor, editorials, and polls on television and the Internet. Critically, earned media cannot be bought or owned, it can only be gained organically, hence the term ‘earned'.” ~ Andrew Stephen and Jeff Galak. “The Effects of Traditional and Social Earned Media on Sales”
How can you gain earned media coverage?
In order to be successful with earned media you must first have a well defined marketing strategy and position statement. You've recently read about crafting your pitch with a well crafted position statement here on the Viral Solutions Blog. Your position statement is only one parcel among all your plots and is a must before you dive into earned media.
Reporters and media outlets today need content for a 24/7 global audience. They need to know what you know and are starving for information their public will appreciate. Today's journalist does not want to give you free advertising and that is something you have to understand. The reporter needs just enough content to sell enough advertising to keep their outlet vibrant. The media outlet needs quality content to keep their audience coming back. These earned media resources need your skill and expertise without directly pitching you.
Build attention with a long term strategy.
Customers are overloaded with messages vying for their attention, making their focus an increasingly valuable thing. In the crowded sea of marketing, what are the most effective ways to capture your customer’s attention?
- Research your industry and make a list of reporters. Hyperlink articles on your blog and use their reporting as resource material. Any media worth its salt will know you did so and remember you when they need a source.
- Connect with those same reporters on LinkedIn. When you invite them, replace the default invite language with attention grabbing short sentences.
- Rewrite your web site bio and statements of what you do and believe on social media outlets. You will be checked out.
- Make a list and check it more than twice. Build a spreadsheet of top influencers you want to engage. Give the majority of the attention to those who respond and appreciate your knowledge. The person we admire the most in our industry is now our partner, Ryan Deiss, because of his team training approach.
- Follow the media outlets on LinkedIn, Twitter, Pinterest and Facebook. Contribute information to relevant posts and share what is appropriate.
- Motivate your audience. Media outlets want to use a source that is active and popular. You need the buzz to help establish you as a thought leader.
- Read Ian Greenleigh’s “Social Media Side Door”. Ian talks about using social media to reach influencers and journalists in your industry while most of us only use social media to reach prospects and build an audience of faithful followers.
- Have a community mindset. Collaborate with others who are centers of influence in your industry and that you have a shared philosophy or belief. Make sure your web site and social media postings are not all about you and your brand. We often share stories by Entrepreneur.com and comment or like articles and posts by Greg Head.
Make your actions match the media audience
- Grandpa isn't on Snap Chat. Know where your audience gets their information. For example, when I travel the country on United Airlines I notice senior business people reading a printed newspaper while the millennial is on Snap Chat. Your content needs to not only adapt to the audience but also to the media placement.
- Just the facts. Twitter followers and readers of Forbes magazine are into facts, stats and data to back your beliefs. Make your content and postings match your placement.
- Be grateful and thankful. In order to create buzz you need people to talk about the knowledge you have shared. Call them and thank them, send them an email of gratitude and fill out their online forms and comment boxes with praise.
- Know how to be found. When a journalist needs a source, they often to turn to digital media just like you do. They search keywords and hashtags just like you do. Make sure your content is worthy of becoming their source and it utilizes the proper keywords and hashtags the journalists are searching.
Take your brain on the road
- Live events and seminars. Now that you have connected with your industry journalist, invite them to cover your events. Furthermore, when you are attending an industry conference, find the journalist covering that conference and take them to dinner – be the source they need and want.
- Speak for others. Make yourself available as an industry expert for groups, membership organizations and conferences. Public speaking is still very hot. Michael Angelo Caruso is a great example of supporting the needs of Rotarians while offering to teach people how to connect with an audience as he does.
- Support a local event. Build your reach and expand your reputation by sponsoring an event within the communities that you serve. Your consistent and persistent method of giving will gain the attention of industry followers.
- Gain buzz for others. When you have guest speakers at your live events or notice the gurus you follow are presenting at a conference, make sure you promote this through your channels.
Earning media attention is not easy and requires persistent attention grabbing content and praise of others. Those who stick to it earn the media attention. In order to stand out in earned media channels you have to put yourself out there and make yourself available as a quality source of information when the journalistic community needs it. In order to be found, and not be a pest begging for attention, become that desirable source by using these tips.
When considering your old school media resources versus digital marketing social media for attention, where the goal is to gain the attention of earned media outlets, do not make the mistake to separate physical / print from the digital. Work it from 360 degrees and try to be everywhere that makes sense for your targeted market.
Thomas von Ahn
Chief Elephant Slayer for Viral Solutions LLC
“Achievement seems to be connected with action. Successful
men and women keep moving. They make mistakes but they
don’t quit.” — Conrad Hilton
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