Archives for February 2017
Authority Content Series: Getting Your Content the Recognition It Deserves
So far in our authority content series, we have discussed what authority content is, how to create great content, how to leverage a smart content curation strategy to build authority and how to make connections on social media. Today, we wrap up the series by talking about other strategies you can use to get some important recognition so people truly see you as an authority figure in your field.
FEEL THE LOVE: One of the best ways to build authority is by getting recognition from the right types of sources. Leveraging the recognition you earn is an outstanding way to firmly position yourself as an online authority.
Letâs outline a few strategies to help you accomplish this.
Build up as many positive reviews and testimonials as you can
Positive testimonials and reviews on sites like Yelp, Google Reviews, Foursquare, Facebook and more donât just let potential customers know you have a great product or service â they also make them more likely to trust the types of content you are producing.
You need to be proactive in asking for reviews if you are to actually build up a good collection of online reviews. Include a soft call to action for reviews in email newsletters, for example, as the people who are subscribed to your emails are most likely to be satisfied customers. You can also ask customers in various places on your website to leave reviews, including calls to action after they make a purchase.
Whatever strategy you use, itâs important to build up a good base of reviews so people trust your brand more innately.
Collect professional endorsements across a variety of channels
If potential customers see your work or your brand has been endorsed by other professionals in the field, they will be more likely to trust your brand and, by extension, the content you produce. Great examples of sites with easy endorsement features include LinkedIn, Angieâs List and Stik, but there are plenty of other sites that allow people you have worked with professionally to offer their endorsement of your work.
Become a source for information and content on other websites
One fantastic way to get more recognition for your content and your authority in your field is to become a trusted source for information on other blogs and websites. The very process of people coming to you for quotes or for information about a particular topic makes you an extremely trustworthy source.
There are several strategies you can use to start putting yourself out there as an available authority to be used in other content sources. You could begin inviting other authorities to create content on your site in the form of guest articles, or to contribute to content you are developing yourself via quotes or insider information. They would then be more likely to keep you in mind for future opportunities on their own site.
However it happens, the more places your name appears, the more people will begin to view you as a highly trusted authority in your field.
Promote any additional credentials you have that show your expertise
Do you have any certifications, designations or degrees you think your customers should know about? Feel free to promote these credentials! If the certifications are specific to you, you can put them in your bio and as part of your signature on any content you publish under your name on your website. If they are specific to your company, make sure they are visible on your home and âaboutâ pages. These types of certifications help to position you as an authority in your industry, so itâs important people know about them!
Participate in online contests
There are a wide variety of opportunities for content creators to participate in online contests, in which they submit articles or other types of work for a chance to win certain awards. If you have award-winning content, then you should make sure your customers know about it, just like you would with any other credentials you have earned through training or education.
Becoming viewed as an authority in your field is not something that happens overnight. Like all aspects of content marketing, it takes planning, commitment and a high level of execution. However, the work is more than worth it once you finally achieve success; more authority means more visibility and more sales.
For more information about how you can work toward becoming a content authority, contact us at Viral Solutions.
Copyright 2017 Viral Solutions
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 eCommerce Mistakes | No Perceived Value – Part #5
In this series we are discussing what this digital marketing agency, Viral Solutions, has witnessed over the years when it comes to mistakes made by businesses with an e-commerce presence. So far we have written about buyer personas, written strategic plans, understanding buyer decisions and more.
In this article we are moving on to perceived value, also called a value proposition or unique selling proposition.
Wikipedia Definition: A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value (benefit) will be delivered, experienced and acquired. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services. Creating a value proposition is a part of business strategy. Kaplan and Norton say “Strategy is based on a differentiated customer value proposition. Satisfying customers is the source of sustainable value creation.”
Those of us that have an e-commerce platform have some sort of product or service we offer to a given targeted prospective customer. Ultimately we are hoping that this customer will make an online transaction that is profitable for both parties and that everyone is satisfied.
The problem? In reality, it is not that simple.
A quality value proposition is the difference between people reading and absorbing your offer, as it relates to their need, versus hitting the back button.
Poor value propositions are one of the most common shortcomings of many ecommerce websites. The less your company is known, the smaller your website traffic is, the better your value proposition needs to be.
Commons mistakes with value propositions
Website visitors are bombarded with similar offers, unsubstantiated hype and oversold offers. This is why they hit many websites for a few seconds and leave. The most important item on your site is not about you, it is about your value to the visitor. Your value proposition is your word, your promise, your deliverable, your commitment, your specific benefit, your solution to their problem. Your proposition is not about your talent, your experience or your brand. I'm sorry – people do not care about you until after they buy. Never forget, your competitors can prove that by drawing them in with a simple Google search.
Most ecommerce businesses get caught up in price wars, product/service deliverable comparisons. Your ecommerce prospective customer is considering many options before they decide to do business with you. Concentrate on what makes you stand out and different from the million sites that compete with you.
Armed with all this information there is one mistake ecommerce businesses make with their value proposition. They evaluate value based upon cost of delivery, desired revenue goals or greed. Yes, these are important metrics and yes you need to have such objectives listed in your business plan. However, the customer has the leg up. The online customer today determines value. They determine value by making a very quick decision. Is the money I am parting with worth less than what I am about to purchase? Is the prospective customer willing to pay for your offer?
The most common mistake with a value proposition is falling in love with your deliverable more than the targeted buyer.
Your Ultimate GoalÂ
The reason you sell online is to ultimately improve your customer lifetime value by utilizing a method that is automated in both delivery and collection.
You must present your value proposition on every page that is a major entry point as defined by analytics derived from testing. This value proposition isn't just for good looks or to appease the company leadership. It is there to maximize the conversion of visitor to satisfied customer that buys repeatedly.
Your goal is to have a value proposition presented in such a way that real people understand your core offer. A poorly written offer is one loaded with meaningless jargon. Instead, you want to communicate as if you know what the conversation is that already exists in the mind of your reader. If you are not sure what that is you must interview your customer.
How to design and write a value proposition
The value proposition is typically text based with a headline that grabs attention, supported by some visual aid, such as a hero shot, digital image or graphic. Creating one is not difficult, but highly criticized.
First define the end user benefit, in a bold headline in one sentence, that is short and to the point. Here you can mention the product or targeted customer but the most important part is the benefit they receive.
Follow that headline with a short paragraph that explains what you offer, for whom you make this offer and why it is useful to THEM. Keep the tone about THEM, not you.
Now list the key benefits in greater detail in bullet point fashion. Benefits sell, features do not.
Lastly, communicate with supportive video testimonial, product reviews, demonstrations and a reinforcing image that reinforces their need for your offer.
Your value proposition must contain answers to these key questions your prospective customer has. What are you selling? What is the benefit of using it? Who is this best suited for? What makes your offer unique, different, special and worth the separation of cash in exchange for the offer? Be clear and brief. Long form copy is for sales pages and SEO, not for unique selling proposition ecommerce purchase pages! Avoid hype. Avoid business jargon. Avoid copy that cannot be read in less than seven seconds.
How do you know when you have the right value proposition?
Testing removes the emotion from a product or service you love. It either converts or it does not.
Run an A/B split test of two offers, landing pages or price points. Those that you test will needs lots of traffic to gain enough conclusive information. Here you will measure heatmaps, clicks and conversions.
Google AdWords or Facebook advertising is a fast way to support and drive traffic to your split test. The higher the click through rate, the lower your cost of acquisition the better your provided accurate data. You know you have the correct value proposition when all of these factors align and your offer is both profitable and receiving praise.
Next week we will discuss the common mistakes ecommerce websites make in managing their digital advertising and media investments.
Copyright 2017 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.
Common eCommerce Mistakes | No Perceived Value – Part #5
In this series we are discussing what this digital marketing agency, Viral Solutions, has witnessed over the years when it comes to mistakes made by businesses with an e-commerce presence. So far we have written about buyer personas, written strategic plans, understanding buyer decisions and more.
In this article we are moving on to perceived value, also called a value proposition or unique selling proposition.
Wikipedia Definition: A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value (benefit) will be delivered, experienced and acquired. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services. Creating a value proposition is a part of business strategy. Kaplan and Norton say “Strategy is based on a differentiated customer value proposition. Satisfying customers is the source of sustainable value creation.”
Those of us that have an e-commerce platform have some sort of product or service we offer to a given targeted prospective customer. Ultimately we are hoping that this customer will make an online transaction that is profitable for both parties and that everyone is satisfied.
The problem? In reality, it is not that simple.
A quality value proposition is the difference between people reading and absorbing your offer, as it relates to their need, versus hitting the back button.
Poor value propositions are one of the most common shortcomings of many ecommerce websites. The less your company is known, the smaller your website traffic is, the better your value proposition needs to be.
Commons mistakes with value propositions
Website visitors are bombarded with similar offers, unsubstantiated hype and oversold offers. This is why they hit many websites for a few seconds and leave. The most important item on your site is not about you, it is about your value to the visitor. Your value proposition is your word, your promise, your deliverable, your commitment, your specific benefit, your solution to their problem. Your proposition is not about your talent, your experience or your brand. I'm sorry – people do not care about you until after they buy. Never forget, your competitors can prove that by drawing them in with a simple Google search.
Most ecommerce businesses get caught up in price wars, product/service deliverable comparisons. Your ecommerce prospective customer is considering many options before they decide to do business with you. Concentrate on what makes you stand out and different from the million sites that compete with you.
Armed with all this information there is one mistake ecommerce businesses make with their value proposition. They evaluate value based upon cost of delivery, desired revenue goals or greed. Yes, these are important metrics and yes you need to have such objectives listed in your business plan. However, the customer has the leg up. The online customer today determines value. They determine value by making a very quick decision. Is the money I am parting with worth less than what I am about to purchase? Is the prospective customer willing to pay for your offer?
The most common mistake with a value proposition is falling in love with your deliverable more than the targeted buyer.
Your Ultimate GoalÂ
The reason you sell online is to ultimately improve your customer lifetime value by utilizing a method that is automated in both delivery and collection.
You must present your value proposition on every page that is a major entry point as defined by analytics derived from testing. This value proposition isn't just for good looks or to appease the company leadership. It is there to maximize the conversion of visitor to satisfied customer that buys repeatedly.
Your goal is to have a value proposition presented in such a way that real people understand your core offer. A poorly written offer is one loaded with meaningless jargon. Instead, you want to communicate as if you know what the conversation is that already exists in the mind of your reader. If you are not sure what that is you must interview your customer.
How to design and write a value proposition
The value proposition is typically text based with a headline that grabs attention, supported by some visual aid, such as a hero shot, digital image or graphic. Creating one is not difficult, but highly criticized.
First define the end user benefit, in a bold headline in one sentence, that is short and to the point. Here you can mention the product or targeted customer but the most important part is the benefit they receive.
Follow that headline with a short paragraph that explains what you offer, for whom you make this offer and why it is useful to THEM. Keep the tone about THEM, not you.
Now list the key benefits in greater detail in bullet point fashion. Benefits sell, features do not.
Lastly, communicate with supportive video testimonial, product reviews, demonstrations and a reinforcing image that reinforces their need for your offer.
Your value proposition must contain answers to these key questions your prospective customer has. What are you selling? What is the benefit of using it? Who is this best suited for? What makes your offer unique, different, special and worth the separation of cash in exchange for the offer? Be clear and brief. Long form copy is for sales pages and SEO, not for unique selling proposition ecommerce purchase pages! Avoid hype. Avoid business jargon. Avoid copy that cannot be read in less than seven seconds.
How do you know when you have the right value proposition?
Testing removes the emotion from a product or service you love. It either converts or it does not.
Run an A/B split test of two offers, landing pages or price points. Those that you test will needs lots of traffic to gain enough conclusive information. Here you will measure heatmaps, clicks and conversions.
Google AdWords or Facebook advertising is a fast way to support and drive traffic to your split test. The higher the click through rate, the lower your cost of acquisition the better your provided accurate data. You know you have the correct value proposition when all of these factors align and your offer is both profitable and receiving praise.
Next week we will discuss the common mistakes ecommerce websites make in managing their digital advertising and media investments.
Copyright 2017 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.
Google AdWords Series: Using the Right Keyword Groups and Matches
Google AdWords is one of the most crucial tools for small business owners to optimize their digital marketing. However, many entrepreneurs jump into using it without a full understanding of what theyâre doing.
Google AdWords, when used strategically and correctly, can be an outstanding tool in your arsenal to help draw more attention to your website and generate new sales. Best of all, itâs a rather inexpensive digital marketing option, and you can get it set up quickly and easily.
Over the next several weeks, weâre going to highlight some of the most common Google AdWords mistakes (a couple per week) and how you can avoid them. Today, we focus on using the right keyword groups and matches. In addition, a great article for you to read in conjunction with this one is “Long Tail Keywords: From what to why“.
The mistake: not properly grouping keywords
One of the key functions in AdWords is the ability to create ad groups by campaign, so you can manage different types of digital marketing campaigns all at once. For example, a campaign geared toward a specific product would likely have different keywords than a campaign geared toward long-running content. You are allowed to break down ads and keywords into specific groups within each of the campaigns youâve created.
Youâd be amazed at how many entrepreneurs do not use these ad groups at all. Itâs an easy tool that helps you keep your campaigns organized, yet so many business owners either do not realize itâs there, or do not realize its benefits. Instead of putting their ads into groups based on keywords, theyâll instead just put all of their keywords into the same group and display the same ad to everyone.
The problem here is that the ad being shown may not actually match the keywords the users have put into their search. The ad copy displayed should always closely match the keywords being implemented, because that will make people more likely to want to click on the ad.
So if, for example, you have a home renovation company that offers bathroom remodeling, kitchen remodeling, home additions and landscaping, you want to have keywords for each of these service areas separated into different ad groups. Otherwise, people who search for your company using a landscaping keyword youâve targeted could see an ad for bathroom remodeling services. While your company is still perhaps getting visibility out of the search, youâre certainly not going to be getting a click from that user, as the ad does not at all match up with what theyâre looking for.
As a general rule of thumb, you should try to limit your ad groups to a maximum of 20 keywords each, with fewer than that being preferable. The more focused each of your ad groups are, the more effective your advertising will ultimately be.
The mistake: using incorrect keyword matches
Through AdWords, you can add keywords to your campaign through broad match, exact match or phrase match methods.
A broad match keyword will display your ads if the keywords are displayed anywhere in the copy, even if they are out of order. So if your broad match keyword was âKentucky bathroom remodeling,â your ad would still be displayed even if the person searched for âremodeling my bathroom in Kentucky.â As long as the keywords are present in some form, your ad will be displayed.
Phrase match keywords are more specific, and require the phrase to show up exactly as it is. Using the same example, a person would have to use the exact phrase âKentucky bathroom remodelingâ to get your keyword to show up. This means the previous example of âremodeling my bathroom in Kentuckyâ would not be displayed.
Finally, exact match keywords are the most specific yet. The term in the search must exactly match your AdWords keyword. If your keyword is âKentucky bathroom remodeling,â your search will not even show up if someone searches âKentucky bathroom remodeling at an affordable price.â While this might seem a little too specific, it can be useful in certain situations if you are looking for ultra-precise keyword targeting.
The type of keyword matching you use will have a big impact on the success of your ads. A broad match can be useful in some situations, and will get you more impressions, but itâs not going to be as effective. Meanwhile, if your company is in an industry in which you are going to have a lot of people searching for your type of product or service, broad match keywords may âflood your systemâ a bit, which means you may need to implement exact or phrase match keywords to make your results a bit more precise.
Generally itâs better to err on the side of precision, and move to broad keywords if you arenât getting enough traffic coming through. It can take a little bit of trial and error to determine exactly what types of keyword matching is the best for your campaign, so you should feel free to be flexible.
Contact us at Viral Solutions for more information about the best practices of using Google AdWords. Weâll be back next week with more tips.
Copyright 2017 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.
Mobile Use Continues to Grow, but Desktops Still Relevant
Recent reports show Americans are relying on smartphones more than ever before. Itâs hardly surprising given the dizzying arrange of tasks these pocket computers can perform.
However, conversion rates for mobile users still remain low compared to desktop users.
For businesses looking to hone their marketing strategies, itâs important to make your product or service attractive and available to all users. Both mobile and desktop users will continue to be relevant in 2017 and beyond.
Majority of households now cell-only
A majority of US adults, 52%, now live in cell-only households with no land lines, according to a recent survey. It should come as no shock that younger adults, those in the Millennial generation, are leading the change, with 71% having only cell service. The survey found Southerners are considerably more likely than their counterparts in the Northeast to only have a cell phone and that Latinos were the most likely racial demographic to ditch the landline.
This means consumers are relying on their phones more than ever to stay in touch with their friends and family. Consequently, theyâre using their phones to search out local businesses as well. For more and more Americans, their smartphone is their go-to device in every situation from calling and texting to social media and doing research.
Wait a minuteâŠ
Mobile might seem like itâs now the dominant technology. However, conversion rates for mobile users remain stubbornly low. Conversion rates for desktop computer users are still three times higher (4.31%) compared to smartphone users (1.5%), according to a recent study. Considering this, desktop computers need to remain a major part of any companyâs e-commerce strategy.
Nevertheless, technology will continue moving mobile as it has been during the last decade. In the US, 43% of all e-commerce is conducted through smartphones. Itâs clear mobile users are feeling more comfortable using their phones for purchases too, with global average orders up to $106 in the fourth quarter of 2016 compared to $91 previously. And in the UK, now a majority of e-commerce sales come from smartphone users.
To maintain competitive edge, potential consumers need to be able to easily find your business regardless of the device theyâre using. Then you need to impress those potential customers immediately with an eye-catching website. The challenges for companies looking to compete in 2017 are multiplying.
Copyright Viral Solutions 2017
Marisa Fritzemeier
Angel of Innovative Artistry and Design for Viral Solutions LLC