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I talk to people everyday about the most important part of my work - creating/writing quality content for your business reputation.
And, everyday I get someone who wants to argue with me, and these are driven people like entrepreneurs and business owners. They see the investment in “content creation efforts” as a barrier or problem. They say things like: “I cannot find money in my budget to spend $2,500 a month (or however much) on content sourcing.”
Over the years, after I have completed my discussion with each of them, I've learned the vast majority of these decision makers are looking at content creation in the same way they look at other marketing expenses: advertising, yellow page ads, trade show booths, agency retainers, and printing.
When you think of your online content as just another marketing expense, you will always be led to underspend.
For example, if you spent $2,500 in one month in Google Ad Words and/or Facebook Promotions advertising campaigns, the only thing you bought were ads appearing in the search/page results and the resulting clicks from those ads.
Consider this, as soon as you stop paying, your advertising and clicks completely stop. Gone.
To me, that is a time-told-truth example of a marketing expense. You pay and you get something but when you stop paying it immediately goes away.
However, if you spend $2,500 in a given month to hire people to write content, that content becomes the property of your organization. It is used time and time again. Untold hundreds, or thousands, maybe millions, of people will see this content on your web site and social media. That content will immediately build your business reputation in the eyes and hearts of potential buyers - forever.
With that understanding, it's easy to see that creating content for your business, is an endeavor establishing a permanent asset and not temporary ad space. Do you agree? Leave me a comment.
In Respect, Steu
Steu Mann, Owner
Learn how to create or improve your business reputation using a web site and social media. If you have a site, or are considering one, this handy Guide is a resource to help you learn useful ideas, tips, and techniques to build your inbound marketing program and grow your business.
Every business is in one of three boats when it comes to a web site.
1. You don't have a site.
2. You have a site and feel it's not producing results for one reason or another.
3. You have a web site that is working for what you want to accomplish.
This is an article for those in the first two boats. You don't have a site, or the site you have is not working for your needs.
Once in a while, we meet people who don't have a site and are happy with that. Sure, there is free advertising you can accomplish on the web. For example, you can get a free listing in Google Local Business Listings, Bing Local Business Listings, or a social media page. It will take you a short amount of time to create a Facebook, Twitter, or G+ page - all of which are free.
As of this writing, there are many people saying that the new wave of web sites will be just that - a social media page. Time will tell.
A professional web site is a comprehensive approach. The difference between a harley and an electric bike, in terms of your web reputation.
You own your domain (URL) and you control your page content. The effort you put forth to obtain organic listings in search engines, like Google and Bing, that will position your business, for years to come, is an investment with steep rewards.
The big question is, "What is your strategy to make your business easier to find on the Internet?"
That is the real nature of a web site, making it easier for potential customers to find your products. And when they do click a link that takes them to your web site, they have just become an inbound marketing result in your statistics. The goal of every site is converting inbound marketing results into subscribers or a buyer.
The first strategy to accomplish with your business web site is producing quality content. That is the #1 goal of every organization. Your content builds your reputation. You are what you publish. With that behind you, and you begin identifying needs to produce sales results with specific marketing efforts, keep the following in mind:
When your site is built and you are satisfied with your content, you have essentially built a content marketing machine.
This machine of yours is going to involve manual labor or it will be automated, to one degree or another.
More to the point, it's time to recognize that your content, your web pages, are the front lines of your business. Treat your content with respect since a web site of a million dollar company and a work at home business are on equal footing in web site potential.
Your content builds your authority.
Your content is your 24/7 media machine.
Engagement strategies are smart marketing techniques that are easy to install and monitor. Readers like to browse, give them material to read. But, also provide them with opportunities to act and make a connection with you. The most simple of which is a Call To Action (CTA).
Give your reader a reason to contact you. Answer a problem or issue for them to demonstrate how you can assist them with your services or products.
Here is one shameless plug (CTA) for my services.
Simple and easy, you will receive an expert review of your existing site, with guaranteed and proven marketing techniques retuned to you for free, by just clicking the button below.
There are only two ways to get a web site. You build one yourself or you hire someone to do it with you.
To build a web site yourself will require a few type s of software programs to build an effective site. That software will vary depending on if you have a PC or a MAC machine.
There are several avenues you can take to hire someone. Avoid family and friends. Ask a business associate who built their business site. Or, (my CTA) click the button below.
Many web building sites offer web hosting, along with tools to build your site. Here is a short list of those types: Hostmonster, Godaddy, WIX, Suarespace, WordPress, and Shopify.
A common architecture of web sites today uses CMS (Content Management System) methods. This allows for a robust site that can be easily scaled to manage growing content needs.
Building a professional web site is a complex undertaking. These five questions will help you in your selection process:
1. How many sites have you built?
2. What are your clients saying about you?
3. How do I see examples of your sites and marketing results of those sites?
4. What do you need from me to build a site?
5. How long with this process take?
One last thing, never pay all the money up front to build a site. Usually, a 50% deposit will get the site built, or at least ready for a review from you.
There is no bad time for a web site.
The Internet has power that direct mail and the old PR rules could not even touch.
Next time you are outside in a public space, look around at the people in your view. How many are fidgeting with a smart phone or mobile device? Plenty. That is the upside for business in the digital age. Without a professional web site, you are going to miss a lot of potential sales transactions for your business.
We have seen in the time of natural disasters and emergency situations of how the Internet served to be an excellent communication tool for people needing information relating to something specific.
Google's has been helping people reconnect with loved ones in the aftermath of humanitarian and natural disasters. Person Finder was launched during the Japanese earthquake of 2011, and utilised again during the most recent devastation caused by Typhoon Haiyan in the Philippines, which left an estimated 10,000 dead and 600,000 displaced.
To aid organizations, like the Red Cross and FEMA in the United States, social media has become central to its rescue and recovery efforts.
There is no doubt, in good times and bad times, the Internet is a potent connection tool. A business tool that cannot be denied by a business person with vision.
Make this easy on your self by segmenting work into project steps.
Phase 1: Designer, Design Service
Do you research and determine who will make the site or what service you will use to build your own site. Both have varying costs associated with them. One key item, make sure you own your domain name - even at a design service. Then, in the future, if you want to move to another service your domain goes with you. The Yellow Pages are notorious for owning your domain, and when you go to build your own site they keep it, you have to start from ground zero.
Phase 2: Draft Of Site
Put your site together and have it reviewed. If you build it then, obviously, have two other people look it over for content flow and work flow. Is it intuitive to navigate your content or confusing? What is the objective of your pages? Or, in the best scenario, what do you want the visitor to do while they are at your site?
Phase 3: Draft Edits
How is your CTA? Is your content educational and informing the reader of problems you will resolve with your services or products? One mistake, don't just tout your services. Talk about what problems you are solving and how that is being accomplished. How does your problem solving make the readers life better?
Phase 4: Publication
A web site is a living document. It will change and it is very fluid. Once you are happy with what you have, release it to the world. Be sure to have a content update process in place that is simple. A good habit to have is making your web site current with new information about your business and your services.