Facts do not cease to exist because they are ignored. — Aldous Huxley
If you are going to become more successful – you have to face what isn’t working in your business. Over the years, I have coached a lot of entrepreneurs and the one thing that is consistent with all of them: DENIAL. They are stuck, they don’t know how to grow, but when you dig deeper you find they are just in denial of what they already know to be true – something they are doing is just plain not working. But instead of dealing with it, they are in denial over it. They think if they keep their head down and keep pushing forward everything will turn out fine. This couldn’t be further from the truth. So let’s break it down.
“Doing more of what doesn’t work won’t make it work any better” — Charles Givens
A big piece of denial is, in a word, fear. It is based on the notion that something even worse than the current situation not working will happen once they stop doing what they are doing and take action to fix it. Change can be scary and very difficult, but the definition of insanity is to keep doing what you always do and expect a different result. It takes courage to look at your situation and truly assess what worked and what didn’t and then make the proper changes. Just because you were taught or told to do something a certain way does not necessarily mean it will work. You have to get over the fear – you have to get comfortable with being uncomfortable. (This was a major piece of advice my coach and mentor told me ten years ago.) The good news is, the more you face uncomfortable situations and deal with them, the better you get at it. Then being uncomfortable just becomes part of your life as you grow more successful.
Shit or get off the pot. –Emil Rombach
Okay, so we know we need to change. The next thing I see once people accept that something needs to change is what I call analysis paralysis. They start looking at different ways they can be doing things and then get overwhelmed with all the options. This freaks them out, which leads back to fear, which leads back to not facing what is not working. The world is full of flat squirrels who couldn’t make up their mind to cross the street.
If you have done your homework, and looked at the numbers, whatever it is cannot possibly be that bad. So what if trying something new doesn’t work? At least you learned what doesn’t work – you faced what wasn’t working and tried something else. Now you know two things that don’t work. However – what if it does? It could be the best thing for your business but you are too stuck analyzing to death every detail and hesitating to pull the trigger to find out. Get over it. Make a decision.
Okay – we need to face what is not working. So what do we do now?
Commit To Take Action
There is a difference between interest and commitment. When you’re interested in doing something, you do it only when it’s convenient. When you’re committed to something, you accept no excuses, only results. — Ken Blanchard
Make a list of what is and what is not working. Ask your staff or your team members what their opinion is. Gather your information. How can you improve? What action steps do I need to take in order to make this change? Once that happens – you have to be 100% committed to those action steps. See it through.
Get Help If You Need It
Because so often when we say we’re unqualified for something, what we’re really saying is that we’re too scared to try it, not that we can’t do it. — Jen Sincero
Another part of fear is fear of the unknown. But you have to move past that fear. If you don’t know how to do something to change your situation, then ask for help. Call a business coach, hire an accountability partner or other professional who does this every day. Enlist in a class that will teach you how to do it. Attend a training – whatever it takes. I guarantee there are tons of training programs online that can assist you in whatever you need to learn if you are wanting to do this yourself. But remember: DELEGATE is NOT a dirty word. If someone else doing what needs to be done gets the ball rolling – then for heaven’s sake hire them. Stay focused on YOUR core genius – what you like to do – and let someone else handle what you don’t want to do.
Yes, it is true it takes a lot of courage and a big leap of faith to face what isn’t working. So tell me – when is the last time you faced what wasn’t working? What action steps did you take to get past it? Leave your thoughts in the comments below.
As you know, I am a big fan of collaborating with other authors to bring my readers valuable content that will help them build their business. Today’s guest post is from Wendy Dessler. Wendy is a super-connector who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition. Here are some of Wendy’s thoughts on some quick and actionable SEO tips that will help improve your visibility!
Cover All Your Bases
There is more to online content optimization which utilizes search engines than its simple creation. You want content that is the right length, that has been properly structured such that it is visually appealing, that concerns topics about which target markets seek information, and includes useful data.
You want your content to have links which go to your site, as well as other resources that don’t compete with yours, but which may simultaneously assist your clientele. Pictures are a great idea, so are video links and clips if you have the ability to include them.
Something else you want to do is include anchor text as well as keywords. The two differ but slightly: keywords need not necessarily have anything that links beyond the content being read. Keywords are sort of an “anchor point”, if you will, for a search engine. Meanwhile “anchor texts” are anchor points for the reader.
The right anchor text will be amenable to search engine algorithms, and will lead clientele directly to your home website. But if you don’t choose the right anchor texts, you’re wasting your time. According to Linkio, “A tool should automatically filter out links that don’t matter.” The right kind of anchor text selection tool will give you the best possible choice to build your article around.
The SEO Behind The Scenes
Something else you’ve got to consider when it comes to marketing online is the coding which hides behind the scenes. There’s a thing called “meta tagging”. Basically, this is a fancy way of referring to HTML code which hides behind “the veil”, as it were, of your site’s interface.
In HTML code, the way you title things will make a difference to search engines where a query might be entered in. It can be complicated to properly optimize meta tags, but this is a core tenet of SEO (Search Engine Optimization) protocol.
Something else that is core to SEO is the continued production of content. If you want to be absolutely sure that your online marketing campaigns lead to the results you seek, then you want continuous creation. Ideally, you want content pieces that are at least 500 words. It turns out that longer content actually tends to be more effective.
If you’ve got content of this length, you want about fifty original pieces produced monthly. That comes to a minimum of 25,000 words. Over the course of a year, that comes to about 300,000 words of content. That’s quite a lot! It’s doable internally, but if you’re not doing it right, you could be doing a lot of work in vain.
Guest Blogging And Professional Assistance
Something you can do to bolster the effect of your online content is to utilize guest blogs and to repost content that is relevant. For reposting purposes, you should strive to design content that has an evergreen quality which can be continuously reposted. In terms of technology this may be difficult, but it’s not impossible.
For example, new tech requires new writing; but that which concerns trends—like Moore’s Law—can be evergreen. If you’re unfamiliar, Moore’s Law predicates that computational ability doubles on itself at regular intervals.
Getting The Help You Need
It’s easy to see why working with the right developer of online content makes sense. There are many variables to consider, and while it’s certainly possible that you’ll get the hang of it eventually, it’s unlikely you’ll retain “cutting edge” affiliation with trends as they develop; and the learning curve with content can take years to master if you don’t know what you’re doing.
That said, content marketing using SEO and other techniques which utilize the web can be exceptionally effective. If you have yet to look into this, you should. If you have already, it makes sense to work with professional purveyors in order to see the greatest return on the most minimal investment. Remember: time is money—if you’re wasting hours on something that’s futile, you’re wasting money. Professional solutions will help you avoid this.
Business leads are always at the forefront of every business owner’s mind. This is where your website should be doing most of the work for you. How does that work? By offering something of value to your target market. Easier said than done, right? Well, not really. I am honored to share a guest post from Victoria Greene that spells out some simple ways to effectively draw in the people you are meant to serve by implementing business lead magnets into your online marketing strategy. If you have questions, I can help you get started!
A solid lead generation strategy is a critical part of any business plan, yet if you are new to the marketing game, you may find yourself wondering just how your competitors manage to generate so many leads with such consistency.
Happily, the trick to successful lead generation is no eldritch mystery, or closely-guarded secret. All you need are some effective lead magnets to draw potential customers to your website, where you are better positioned to engage and convert them.
There are numerous lead magnets you could try out, but a few in particular are tried and tested strategies that have worked well for many businesses already. That’s not to say you couldn’t come up with something completely different that works just as well…but here are a few ideas to get you started.
1. The Ebook
At some point you have almost certainly come across a business page offering a free eBook or PDF download. Perhaps you even have a few saved for later perusal. The point is, a high quality document, packed with useful and relevant information can do wonders for your conversion rates.
Of course, creating interesting, original content in such a lengthy format can be quite an undertaking, so this strategy is not for everyone. However, it can be a fantastic way to advertise a longer publication, or body of work, or to showcase your knowledge and insights on a particular topic.
Just be careful not to create an unoriginal document, hashed together from recycled material. Not only will this make visitors unlikely to bother with your content in the future, it could discredit your business as a whole.
Image Credit: Screencap from HR Magazine
2. The Freebie
Whether it’s a piece of software, a free trial, or even a complimentary consultation, offering some form of freebie is a great way to get users to sign up on your website. In fact, you can even deliver on this particular lead magnet by advertising free content, such as videos, podcasts, and infographics, which is locked behind a sign-up requirement.
The draw is that your visitors feel like they are receiving something useful and valuable at no cost to themselves. As such, don’t be afraid to state a value for the freebies you are offering, to increase the impression that you are offering something worthwhile. You might want to A/B test a variety of different freebies to see which one is most popular with your target audience.
Image Credit: Screencap from Delicious Magazine
3. The Exclusive Deal
Similar to the freebie, the exclusive deal takes advantage of the user’s curiosity, and encourages them to find out more about the product or service you are offering. Most people can’t resist a bargain, especially when it is backed up by exclusivity marketing.Image Credit: Screencap from The Icelandic Magic Company
Placing a time limit on your lead magnet deals, or placing them behind a mandatory sign-in, gives users the sense that they are one of only a few to benefit from that deal, increasing its appeal. This particular lead magnet can also be used to advertise an upcoming product, or even push early sales, as in the example above.
4. The Webinar
Brand authority counts for a lot, increasing the trust customers have in your business, and even boosting your ranking with search engine crawlers. As such, it is important to ensure that your audience can see that you know what you’re talking about. Better still, you want to be the source they turn to when they have a question about your niche.
Webinars, like this one from Freedive Wire, provide an opportunity to demonstrate your knowledge, offer helpful insights on a topic, or even to showcase a product. It also enables you to engage more directly with your audience, by adding a level of personality that is absent from written content.
Image Credit: Screencap from Freedive Wire
5. The Case Study
Including case studies on your website is fantastic way to showcase what you do, and give potential customers an insight into your greatest successes. Case studies act as proof of your ability to meet a client’s needs, and to deliver a high quality service in accordance with their specifications.,
By showing off your business’ greatest achievements, you can inspire visitors to sign up for more information or even a consultation. From there, you are in an ideal position to act upon that interest, and secure a new client.
6. The Quiz
Sometimes, a bit of fun can be an effective way to win over your target audience. A quiz or survey is a fantastic means of engaging visitors on your site, and learning a bit about them in the process.
A great example of this can be found at Beardbrand. Their quiz is short and entertaining, providing an amusing description of the user’s beard style at the end. But more importantly, this result is followed up with a range of associated beardcare products.
Interactive elements of this nature are a great way to persuade people to spend a little longer on your site, giving you more time to win them over. And even when these elements are humorous in nature, they can still be used to offer a more personalized user experience, and to drive targeted sales.
Fun content like quizzes are especially useful for product-based businesses and can be used as part of your ecommerce advertising campaigns. Just make sure that your online store has robust content features, or use a plugin like WPQuiz to automate the process.
Image Credit: Screencap from Beardbrand
7. The Cheat Sheet
If you like the idea of an ebook, but don’t have the time or resources to put together something of that length, you can do just as well with shorter-form content, such as a cheat sheet or swipe file.
The reason this type of content makes such a successful lead magnet is that it is generally quick and easy to digest. This means the on-the-go communities within your audience can benefit from your knowledge and insights, without having to sit down and pore over a lengthy document.
Cheat sheets provide clear, concise, actionable information, in a streamlined and attractive format, making it a solid choice for many businesses when planning their in-house content strategy.
Image Credit: Screencap from Cravings Crusher
8. The Toolkit
With a little extra work, instead of providing a single ebook, or cheat sheet, why not compile a few helpful pieces of content into a toolkit? You can even include some existing resources or repurposed content. As long as the whole provides more value than its individual parts, you don’t necessarily need to start from scratch.
Take a look at this offering from Live Your Legend; they offer a collection of four PDFs and two posters, providing a range of insights on becoming an entrepreneur. All they ask in exchange is for readers to join their online community.
Image Credit: Screencap from Live Your Legend
Local online lead generation is often far more effective than equivalent offline strategies, so it is absolutely worth putting some time and thought into developing some effective lead magnets on your website.
It can take time to get the ball rolling, and unfortunately, there’s no one-size-fits-all strategy when it comes to acquiring leads. As such, you will need to weigh up the above suggestions, and your own ideas, against the specific needs of your business and its target audience. Furthermore, when you settle on an option, it is important to be patient, and give it time to work before simply moving on to another strategy.
Always remember to keep an eye on the backend data for your website, so you can see which strategies are working best for you, and continuously optimize your lead generation tactics in order to get the best possible results for your business.
Victoria Greene is a branding consultant and freelance writer. On her blog, VictoriaEcommerce, she shares tips on how brands can improve their reach by making the most from their marketing strategy.
When I am coaching my clients on marketing their businesses online, the one thing that they voice the most frustration over is coming up with blog topic ideas. They are constantly coming up with reasons why they cannot think of any topics. I realize this is hard, and often struggle with the same problem. But blogging is VERY important. Did you know that nine out of 10 companies now sue some form of content marketing to attract leads. It is no surprise. Even Facebook’s recent algorithm changes are pushing businesses to focus on quality content.
Not only does quality content help with your social media, it helps your Search Engine Optimization (SEO), AND it establishes you as the category authority in your business or field. If you are blogging constantly, people will remember that you are the go-to person on that subject when they need to hire someone. It also establishes great relationships and builds your tribe.
But enough about why – we all know we need to do it. But what do you do when you are stuck? I recently came across a great article that highlighted eight different blog topic generators for blog post ideas. I looked through all of them and picked out my favorites below, but I encourage you to read the entire article because it was very informative and helpful.
1. HubSpot’s Blog Topic Generator
HubsSpots Blog Topic Generator wants you to enter three different nouns and then it will come back to you with five different topics that will get your mind working. The best part, you can enter the same three nouns again and hit enter and will give you five more ideas if you don’t like the first round!
I put in networking, online and offline. Check out the topics they gave me! I will definitely be using this tool again. How easy was this?
2. Portent’s Content Idea Generator
If the thought of three words is more than you can handle, then Portent’s Content Idea Generator is for you. It DOES NOT get any more simple than this. You only have to enter one keyword and then let her rip. This one is actually a little more entertaining since it gives jokes along with the titles. I entered the word “blogging” and this is what it gave me:
As with before, if you don’t like what they first suggest, you can enter the same word again and give it another try. Don’t be afraid to try similar words.
3. Link Bait Title Generator
Link Bait Title Generator is not flashy at all but gives the most topic ideas in one sitting that I have seen. It gives titles and ideas that focus the gamete of informative, controversial, or just plain fun to read suggestions. I simply entered “blogging” and look what I got. My screen shot could not even fit all the suggestions!
What’s else is helpful with this tool is if you click on their logo, you will be taken to other tools that will help with the content portion like the Hashtag Finder option. This will help you find an already current and trending hashtag to put in your posts that will help with your SEO and share-ability on social media.
This is for the people that are wanting to dive in a little deeper. If you are wanting to see what your competition is doing, or what the most popular existing articles are on the topic you want to write about, you can use the Buzzsumo tool. You can enter in your topic and it will tell you what is getting the most attention: like how many Facebook, LinkedIn, Twitter, Pinterest and Google+ shares. You can also play around with the filters on the side to get more specific information on your topic. This is really helpful if what you are blogging about is in a crowded space and you want to stand out with your article. Below I am showing what I got when I entered: blogging ideas for small businesses.
This one will find a ton of possible keywords or phrases fro your next blog post. You simply type in your topic or some keywords that pertain to your industry and off you go! It is a free tool from the Neil Patel group. I suggest checking out their website. They also have some free tools you can use for SEO and a cool A/B testing calculator.
Final Thoughts On Blogging
Don’t drag your feet coming up with ideas. We are already in February! Make your blogging calendar today. It is so much easier to sit down and write about something when you know what your topic is rather that have to figure that out first before you even start the writing process. Yes, planning takes some time but you will be so happy when it is all finished and then you simply produce the article. Need help? That is why I am here! Contact me about sitting down and getting your 2018 Marketing Calendar all set during a 90 Day Plan session. We can also discuss my DONE FOR YOU Program!
Every business should be working on their audience-focused marketing strategy for 2018 if they have not done so already. Gone are the days when you just relied on spitting out some information pertaining to your industry filled with keywords you think that people are using during their searches. You must up your game if you are going to reach your audience in a meaningful way, and then convert them into sales. So let’s start at the beginning:
Who Is Your Target Market?
Specifically. The more specific the better. Then ask yourself, “What is their woe? What is their pain point?” Typically your target market has urgent needs – things they are trying to move away from. They will have compelling desires – things they are trying to move toward. Now take that information and tell them the #1 biggest result that you provide that will address these issues and partner it with the benefits that it will give them.
Set Your Goals
Start at the end and work your way backwards. Do you want to increase leads? Is there a specific dollar amount you have in mind as it pertains to sales? Are you wanting to increase YouTube followers, blog subscribers, social media followers? Once you know what it is you want, this will allow you to create better quality content that has a more specific call-to-action, thus helping you achieve these goals.
Develop A List of Potential Topics Your Target Market Is Interested In
Brainstorm time. Once you dive in and figure out their urgent needs and compelling desires, it should be easy to come up with a list of topics that you know your audience cares about. A great tool that can help you is HubsSpots Blog Topic Generator. This handy tool wants you to enter three different nouns and then it will come back to you with five different topics that will get your mind working. The best part, you can enter the same three nouns again and hit enter and will give you five more ideas if you don’t like the first round!
Do A Keyword Search
Yes, this is still important. People are still using search phrases to find you. But again, do go it alone. A great free tool to use is Ubersuggest.io. Just type in your keyword and this handy tool gives a ton of ideas to choose from.
Create A Calendar So It Makes Sense
What I mean by this is that certain topics may make more sense depending on the time of year you are sharing them. This post, for example, would not make as much sense if I had ran it in May. HubSpot offers free editorial calendar templates for you to use. You can also go extra simple and just open a spreadsheet. Don’t make your life any harder than it needs to be.
Get It Done
You’ve got your topics, you’ve got your keywords, and you’ve got your timeframe. Now sit down and write! Not a writer? Hire one. Seriously, stop dragging your feet and stop whining about it. Don’t waste time on something that is not your strong suit. Share your research with a great copywriter and spend your time elsewhere. Don’t let the writing part hold you up.
Track Your Success
I wrote an entire article on this topic called, If You Don’t Track, You Don’t Have Jack. If you are not testing and measuring, or paying attention to what is resonating with your audience, then everything you are doing here is just a complete waste of time.
Diligently working on an audience-focused marketing strategy will not only help you convert people into customers, it also helps your SEO since you are providing quality content out there on the internet. So this is a win win. Get started – because there is still time. 2017 isn’t over yet! If you need help – I am happy to help you!
My mind has already been on 2018. What did I learn this year? What can I do better? What did my marketing efforts of 2017 actually accomplish? I ask myself, and my clients, all of these questions as I sit down to prepare what I plan to take on for my marketing content for 2018.
First step: Get your calendar ready. I prefer to keep things simple. I have a very simple spreadsheet that outlines the twelve months of the year and I brainstorm different events or anniversaries that make sense for me to comment on. It is basically a “big picture” approach about the kind of content I feel would be relevant to my readers and clients. I take that information and formulate the various blog posts I want to write about that make sense with certain times of year. I am always open to move topics around to adjust to current events and moments in time that have events where the need for a little shuffling is in order. Always remain flexible and have the ability to capitalize on current events.
If you are not into spreadsheets or documents, another great place to organize your calendar is on Trello. I have mentioned Trello in the past. It is a FABULOUS online tool that multiple people can log onto and all of your team members can brainstorm content for the following year. This is a great one if you have a team, or if you want to share it with your business coach. **hint hint***
A lot of my clients – and other business owners – like to put their topics and ideas on their actual calendar. Having your due dates in front of you when you can glance at it and prepare for it weeks in advance allows you to prepare for it so you are not running around at the eleventh hour trying to meet a deadline. You can either color code your online calendar, but quite often it is even very useful to do it the old fashioned way – with post its and stickers! Below is a the folks at CoSchedule who make a WordPress plugin for an editorial calendar, and they are still using sticky notes! Whatever works for you – do it!
But what does one do when they sit down to a calendar and come up with nothing but a blank piece of paper? One resource is from Authority Hacker entitled 13 Creative Ways To Find Blog Post Ideas.
Another list I will highlight my favorites from is a great resource called CopyBlogger, and their article “50 Can’t Fail Techniques for finding Great Blog Topics” but make sure you click here for a the full list.
1. Google alerts – setting an alert with some of your industry’s key words. This can give you an endless supply.
2. Riff on a popular post. Post your reaction and thoughts to a popular blogger’s thoughts and a hot topic and you can gain some power packed link benefit!
3. Try a new medium. Check out YouTube videos, podcasts, or one of MY personal favorites: watch some TV for inspiration. Shark Tank is one of my favorites!
4. Do an interview. Do you have a favorite person you like to follow online or connect with at networking groups? The answer is no unless you ask them for an interview! I am sure they won’t mind the free publicity!
5. Take an entire day off. I love this one. Recharge your brain for a whole day by doing something you love. Go focus on your hobby and enjoy yourself. Giving your brain a break may be just what you need!
6. Do a product review. Is there something in your business you use every day that you just LOVE? Write about it and spread the love with your readers! My husband, who runs an IT company, does a great post every December on his picks for Holiday Technology Toys as an example.
7. Recruit a guest. When all else fails, call for back up and schedule a post of someone you respect that you can feature on your blog. Make sure their content is what your readers are looking for and it makes sense with the overall feel of your blog. But don’t get lazy and rely on them every month!
Lastly, you will want to set some sort of alert and an accountability system in place so this task actually gets completed. If alarms work for you, wonderful. If you need an accountability partner to make sure it gets done, then set that up. You will be amazed how much you get done when someone else is watching!
So I want to hear from you! What is your preferred calendar method and where do you get most of your blog topics?