by Donna J Davis | Sep 24, 2023 | Marketing
Keywords are the words and phrases that you type into search engines when you are searching for answers. Using three or more words in a search phrase is known as long-tail keywords.
An example is the word “rings” vs a more specific long-tail keyword phrase “women’s white gold rings.” Long-tail keywords refine the search and give more targeted results.
Benefits of long-tail keywords
As an online marketer, here are some benefits of using long-tail keywords.
1. Better targeting. Long-tail keywords allow you to narrow your target market. In the white gold ring example, that keyword phrase would appeal to potential buyers looking for that higher quality jewelry. Searchers looking for something under $25 would not be in that specific target market.
2. Higher conversion rates. By using more specific long-tail keywords, you attract searchers who are closer to making a buying decision. Someone searching for “best women’s white gold rings under $1000” is either in the process of comparing pieces of jewelry or wants to buy one.
3. Less online competition. Google gets billions of searches every day and long-tail keywords help you lower your competition. For example, general keywords like “rings” encompass all types of rings for all types of people, and all price ranges. Finding even more specific long-tail keywords keeps lowering that competitive field for you.
4. Improved SEO. Using long-tail keywords helps readers find you because Google loves high-quality, relevant content. When you use specific keyword phrases naturally in your content, you’re providing valuable information to users. This can boost your search engine rankings over time.
Always remember your searcher’s intent
In writing any content online, always remember what your potential audience is searching for. There are four stages of searcher intent.
* RESEARCH
* COMPARE
* BUY
* SUCCEED
Anticipate your searcher’s intent and make sure that your online content addresses that intent. If they are researching your product or service, give them enough information on the benefits they would receive.
If they are comparing your product to another competitor’s product, address that. They will search and find your competitors, so be upfront and show them how and why your product is better.
If they are ready to buy, make sure they know how to order and where you are located. So many local businesses, do not include their address and phone number clearly at the top of web pages. Don’t omit that critical information.
For current customers, make sure that it’s easy for them to contact you. Have your phone number and hours, chat availability, or email address clearly posted so they can reach you if they have a problem or a question.
Choose long-tail keywords and then deliver
When searchers find you, make sure you deliver on the phrase they were looking for. Give them enough information so they know how you can help them. Once you’ve attracted your ideal customer, take good care of them in all stages.
by Donna J Davis | Sep 10, 2023 | Marketing
Ready to add some impressive content for your website, blog, or social media post. What about keywords? What difference will mastering keywords make for your online success?
Think of keywords as your secret sauce of the digital world. Keywords are the words and phrases that everyday folks type into search engines like Google when they’re looking for answers, products, or information. So, picking the right keywords is like putting up a sign that says, “Hey, this content is what you’re looking for!”
Why the right keywords matter
Choosing the right keywords has many benefits. Here are a few of the results you’ll start seeing when you master this skill.
Get seen on Google: You want your audience to be able to find you online. Sprinkling the right keywords in your content boosts your visibility on Google. Your online pages are more likely to pop up in search results with strong keywords. That’s like having a neon sign outside your shop that says, “Come on in!” More visibility means more potential readers or customers.
Speak your audience’s language: When you get your potential reader’s attention, you want them to feel that you “get” them. When you choose the right keywords, you’re using the same words and phrases your prospects use. It’s like having a conversation instead of giving a lecture. People are more likely to engage and stay on your site longer when you speak their language.
Stand out online
Stay ahead of the competition: Competition is everywhere. Mastering keywords gives you an edge. You want to find long-tail keywords (more than two words) that tell visitors exactly what you do or who you are. By using these longer keyword phrases, you aren’t just broadcasting your message, you focus on what you do best. You stand out. That’s what you want to happen online.
Quality over quantity: Your online goal should be to attract your ideal target market. You want to serve the people you can help the most. Keywords help you do that. You can filter out those who are genuinely interested in what you have to say or offer. It’s like having a VIP section at your event for your ideal audience.
Keywords provide flow and consistency
Make your content flow: Keywords act like breadcrumbs, guiding you through your content. They help organize your thoughts and keep your readers on the right path. Having a consistent flow on your website keeps readers interested. Keywords connect your content and blog posts so readers have a logical road map on your site.
Consistency on all platforms: Using the same keywords across all your digital platforms helps build a strong brand identity. It’s like having a recognizable logo. People should instantly know it’s you, whether they’re on your website, blog, or social media.
Mastering keywords takes time
Keep improving: Picking keywords isn’t a one-and-done deal. Each page you create online should have a distinctive keyword phrase. You can track how well various keywords are doing through various tools. Then adjust your strategy accordingly. If some keywords attract more visitors, focus more on that topic and use variations of what’s working.
Keywords are like the compass that helps you navigate the digital world. Spend some time finding the words that describe exactly how you can help your market.
Mastering keywords is your secret weapon to reach the right people, make your content stand out and get more leads and sales.
by Donna J Davis | Sep 3, 2023 | Marketing
You have options in selecting your Call to Action or CTA, but what it must do is motivate the reader to take action. The goal is to get the reader to give you their contact information in exchange for something valuable. Read the previous post about the importance of a CTA.
An offer to sign up for a newsletter is a common CTA. You may have a button to register for a webinar or to watch a video. It might be to receive a discount code, or to get a 15-minute free consultation.
Get creative with your copy. Instead of “Click here,” you can write, “Get the #1 tip to stay organized.” Or “Get the top 5 headlines for health blogs.”
Does your content create curiosity?
Tease the reader to get them to click. Your website content before your CTA button must generate interest. Ask a question the reader may be thinking. Add an entriguing subheadline. Share a short snippet of the information they will receive.
The content creates enough curiosity. Then the CTA button does its job and motivates the reader to take action to get that information.
After the reader gets your report, video, webinar, or checklist, are they excited when they read/watch it? Or could they have gotten that from a simple Google search?
Your lead generation pieces must all flow together. (Lead generation is a number of short pieces of content that offer something of value for the reader’s contact info.)
What are you offering that’s different, simpler, helps people in a certain field or stage of life? Do you provide clear step-by-step instructions on a process?
Everyone today is bombarded with offers to sign-up for this or that, or 100 different possibilities. What makes YOUR offer attractive to a reader?
Focus on one aspect of the bigger problem
Focus on the problem your reader is facing. They have a bigger challenge, but dig deeper. What’s one specific solution you can offer in that more significant issue?
Any significant problem usually has many minor issues. Find one point that you can clearly solve for the reader. Break down the bigger issue and help them with one part of that.
That gives the reader a solution they can use. It’s specific, and it solves one piece of their problem.
When you do this part well, that builds trust and loyalty. The reader knows you helped them with one problem. The next question is, “What else can you help me with?”
Provide value, more value, and more value.
Your CTA and the report or video you provide can be the start of building a solid customer relationship.
by Donna J Davis | Aug 24, 2023 | Marketing
Do you have one or more Call To Action (CTA) buttons or links on your website?
The term “Call to Action” is some type of instruction on your website that invites the reader to take a certain action. You can invite readers to sign up for your newsletter. Or watch a video, request more information, contact you, or sign up for a 15% discount.
CTAs give the reader an opportunity to learn more about you or to get something of value from you, usually in exchange for their email address.
Why is this important? There are millions of sites online all wanting the attention of searchers You can provide excellent information, but if you don’t ask the reader to take a certain action, your connection with that person is lost.
Even if they loved what you wrote or shared, if you don’t capture their contact information, you won’t be able to connect with that person again. That prospect is lost.
Provide high value
The key to getting someone to actually sign up for a webinar or your newsletter is that it must be something that person wants or needs. So whatever you are offering must have a high value in the eyes of the reader. They should be saying, “Yes, I have to get this information.” Or “I want to learn that skill from this webinar” or “I want to learn from that person.”
This comes back to really knowing your ideal customer. What is it that they struggle with? What is the solution they have been searching for to finally solve the problem they have.
Be their answer. Show them how you can help them. Give them some information online so they know you understand their problem. But the full solution is in the report you’ve prepared.
To get that report, the reader needs to go to a form or a page where they put in their contact information (usually their first name and email address). Once they do this they will then move into your lead generation system.
If you aren’t familiar with lead generation, I’ll talk about that more in another post. For now, just review your website and see if you have several ways where a reader can get more information from you, e.g., a report, webinar, video, checklist,
Tell them what to do next
Also, you do need to tell them to sign-up for that report. Isn’t that being pushy?
No. In today’s busy world and especially in today’s online world, people can get overwhelmed. There’s so much going on that they land on a website, like it, but then move on.
Once they know you understand their problem, then you can TELL them to sign-up for the report, video, checklist, etc. that will solve that problem. But TELL them. Don’t just assume they’ll request more information. Guide them to take their next step. And then make sure your report, video, checklist has clear, direct information that they were expecting.
Get clear, easy-to-understand help
If you want short, easy-to-read marketing tips, resources, and ideas, subscribe to my weekly The Write Content newsletter. No overwhelm. No complicated steps. Just fundamental tips to help you improve your online marketing results.
And, I’m sure you guessed, yes, that is a CTA. I am here to help make this marketing journey less complicated.
by Donna J Davis | Aug 5, 2023 | Marketing
Are you showcasing your excellence? Can online searchers clearly see how you standout from your competitors? Here are 4 ways to differentiate your business from others.
1. Add a subheadline to highlight your expertise
Under your Home page’s headline, add a phrase that clearly tells readers what you do and how you standout from your competitors.
Make sure this is seen when they land on your website without having to scroll. Get their attention so they continue to read more about how you can help them.
If you have a compelling headline, this subheadline will give the reader more information on how you differentiate from other companies they are looking at. You may offer many valuable services, but highlight one key area where you excel and tell them about it.
Maybe you have the best pastries on the east side of town. Maybe you’ve helped thousands of clients save money on their taxes. Or you have the fastest response time for emergency repairs. Tell people on your Home page why they should choose you.
2. The know, like, and trust factor increases with helpful content
Have helpful content in a blog (or on other pages) that gives the reader more information or answers a question. Provide value. This allows the reader to get to know you and that you do care about helping to solve their problem.
People do business with people they know, like, and trust. By providing something of value to your readers, they start to know you better. If you’ve shared something that helped them, they appreciate you.
All of this builds trust so when it comes time to buying a particular product or service, they think of you.
3. Focus on the customer so they know you care
Keep the focus on your reader. There are places on your website where you want to talk about your business, your successes, and your team, but keep the overall tone of your website focused on your customer. Remember the WIIFM principle.
Readers are looking for answers to a problem. When you connect with them and understand their pain (whether physical, financial, or emotional), you can hear them saying, “Oh, she gets me!” That builds more trust.
Look at what you provide from the customer’s standpoint. Give them solutions so they know they aren’t just another number to you.
4. Provide exceptional customer support
Have a clear way for readers to contact you with any questions. Whether that’s by email, phone, or chat, make sure to respond as quickly as possible. Also, tell them when to expect a response. It may be within 10 minutes or 24 hours, but let them know.
When you do answer or connect with them, be of service. No question is silly. They are asking you for help. This is another way you can stand out from your competitors.
Great customer service is rare in today’s world. Show you care about potential and current customers. Put yourself in their place and help them find the solution as quickly as possible.
That’s how you will easily standout from your competitors.
