The Spectrum Group Online https://online-sales-marketing.com Where Visibility and Transparency Connect Fri, 20 Apr 2018 16:00:27 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.5 48765153 Blog Content Tips https://online-sales-marketing.com/blog-content-tips/ https://online-sales-marketing.com/blog-content-tips/#respond Fri, 20 Apr 2018 16:00:27 +0000 http://online-sales-marketing.com/?p=9916 Colores

For Humans & SEO

When consulting with clients about creating copy for a website, they usually ask for our best blog content tips. How long should a post be? How many times should a keyword appear? In this post, I’ll share some real-world tips that will help you write first for your human audience and then search engine bots.

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What’s The Ideal Length?

OK, I know I’m going to annoy you with my answer: it depends. Your blog content should focus on answering a question. If it takes 250 words to answer it, then that’s the ideal length. If it’s a meaty subject, you’ll need a longer post. For example, our blog posts range from anywhere from 200 to 2,000 words. Sometimes we break it up into multiple installments. Other times, the subject deserves more space. We suggest looking at your Google Analytics to study how your visitors are consuming your blog content. Are they sticking around, reading multiple pages? Or, are they reading one page and leaving? It also depends upon your sales cycle. If it’s a purchasing decision is more complex, expect your visitor to view more than one page.

Now, is there an optimal length for search engines? ExpressWriter conducted an experiment. They found that article of 2000 words or so tended to be ranked higher. With Google’s Hummingbird, blog content that shows you are offering quality information is rewarded. However, if you are trying to fill up a page to meet a quota, you’re missing the mark. My advice is to always write for your human audience. They pay the bills. Quality trumps quantity.

Scannable Blog Content

A page that’s full of text isn’t particularly inviting. To use an analogy, professional chefs say that you first feast with your eyes. Effective blog content does the same. Make it visually appealing with strategic use of sub-headlines, bullet, and images. Entice your reader to stick around and read what you have to say. Show that you care by styling your post so it’s scannable and easy to consume. When you really hit the mark, folks, with share it. And that’s online marketing gold.

Magnetic-Fridge-Poetry-280x209How Many Times Should I Use a Keyword?

Again, I err to the human reader. Your blog content should sound natural. Remember, you’re talking to your target audience. If it sounds like you’re keyword stuffing, it’s a turn-off. Search engine optimization has evolved and over-use won’t make points with your prospects or search algorithms.

Don’t Forget the Meta Data

Title tags and meta descriptions are what show up on a Search Engine Results Page (SERP). Well crafted metadata will entice a click. Tell your prospective visitor what they’ll receive when they click on your link. If you bait and switch, it’s annoying to your visitor and will most likely generate a bounce — a statistic that Google pays attention to.

How Long Does It Take To Write a Post?

According to Copyblogger, they spend 6 hours per post. They have the benefit of an editorial staff. I’ve found that these blog content practices can shorten the time it takes to write a quality post:

  • Brainstorm topics in advance. Keep a running list of potential ideas.
  • Organize sources of inspiration. For example, I use Feedly to quickly troll for ideas and resources to reference.
  • Research your topic and make a robust outline.
  • Keep writing and editing as separate activities. When you try to do both, it’s like driving with one foot on the gas petal and another on the brake. It’s frustrating and not efficient.
  • Enlist someone else to proofread your blog content to catch typos and other errors.
  • Establish a schedule you can stick to. It’s better to be consistently post once a month rather than sporadically. Search engine bots are machines. They are trying to learn how often you publish new blog content. By establishing a calendar, you are building a habit around content creation.
  • Write blog posts that answer questions you get from prospects. What better way to synthesize your thoughts by getting it down succinctly on a webpage. Then, you can refer back to it when that prospect doesn’t remember your answers.

Do you have a killer blog content tip? Do share!

How can we help?

Trying to figure out the best keywords for your blog? Need help with your website’s White Hat SEO infrastructure?

We are The Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

photo credit top: Jonathan Rubio H.
photo credit body: Steve Johnson

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NoFollow Links Guidelines https://online-sales-marketing.com/nofollow-links-guidelines/ https://online-sales-marketing.com/nofollow-links-guidelines/#respond Thu, 19 Apr 2018 16:00:40 +0000 http://online-sales-marketing.com/?p=10331 Linked

Guidelines to Follow

Developing a website along with a linking strategy is an important part of reaching your target audience. Yet links can be a dangerous SEO practice if not done well. In this post, we’ll share some nofollow links guidelines as you travel on the path of informing others about your products or services.

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What are NoFollow Links?

Before you can understand how to use nofollow links, let’s first explain the two different kinds of links:

1. Traditional Link. It appears on another website, ideally related to your business or industry. Such a link is a vote of confidence from the referring website; it’s a signal to Google that you are a reputable source of information. When you get a link from a highly-respected website, it can boost where your pages appear on a SERP. We call this link love; in SEO-parlance it is often referred to as “Link  juice.”

2. NoFollow Link. While the link can still bring visitors to your website, there’s a little coding behind it. As the name suggests, it’s labeled as “nofollow.” It tells the analytics system of a search engine not to pick up the link as a point of interest for page rankings.

Why Use One?

Linked2-280x420Before we get into the NoFollow Links guidelines, let’s first explain when you’d want to use it. Here are a couple of examples:

  • Linking to another website where you can’t verify the quality of the content. For example, you may refer to a site of what not to do.
  • You don’t want to send the wrong signal to Google or Bing… basically giving a vote of confidence to another entity you are unsure of.
  • A paid link
  • Comments on a blog or forum

By using the NoFollow linking structure, you can still refer to the source without passing on any of your website’s hard-earned reputation.

Avoid Mass-Scale Links

Even though the links are not picked up by the analytics software due to the way it is tagged, in the past Matt Cutts from Google has noted that there are cases where it can be problematic. Cases of mass-scale nofollow links are not appropriate. Generally, we suggest that you only place a link if it makes sense. As White Hat SEOs we always recommend erring to the side of the human visitor. Don’t try game the algorithm; it will bite back (eventually).

Links Should Make Sense. Avoid putting up several links on websites, social media pages or similar locations when it does not make sense. Focus on logical linking that relates to the website that you are promoting. You’ve probably received a blog comment from some random business. It’s obviously a mass-scale attempt at getting links. Not only is it an old practice, it’s a spammy practice that’s now flagged.

Widgets & Infographics. Another old SEO practice was to put a traditional link in a widget or infographic. The idea here was to artificially get links when others shared your code or graphic. Google has cracked down on this as it was abused. Not only will it NOT get your SEO love, it’s a red flag. If you accumulate enough red flags your site could be penalized.

There are a variety of ways to drive traffic to your website. Nofollow links guidelines can make it easier to gain interest via word-of-mouth and personal interest rather than attempting to drive up page SERP rankings without improving traffic.

How do you use NoFollow Links?

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

photo credit – top: marc falardeau
photo credit – body: Ian Sane

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What Are Gmail Contextual Gadgets? https://online-sales-marketing.com/gmail-contextual-gadgets/ https://online-sales-marketing.com/gmail-contextual-gadgets/#respond Tue, 17 Apr 2018 16:00:54 +0000 https://online-sales-marketing.com/?p=17831

Context Is Everything

Last week Google announced that Gmail will no longer be supporting contextual gadgets. Exciting news for sure, but what is a Gmail contextual gadget and are you using any? Find out if you need to do anything to keep your Gmail running as normal.

Click for a free 30-minute consultation »

You’ve Got Gmail

Basically, a contextual gadget is a plugin that will use the information in your Gmail to do something else. So, for example, it could be a plugin that takes a contact’s email and name (information that is saved in Gmail) and then uses that to search the web for a photo, or for some basic information from their LinkedIn profile. Typically that information would then be displayed in a side panel next to your email. Or something as simple as an email delivery tracker. So the tool takes some data from your email and does something with it.Gmail Contextual Gadgets

How It Worked

As the old saying goes, there’s no such thing as a free lunch. To use these types of application you have to give access to your inbox. So if you wanted to use their tool, you would open up your inbox for these plugin companies. In the wake of the Cambridge Analytica scandal, it seems that Google is trying to reduce the number of 3rd party actors in Gmail. So while it might be annoying to have to search for a contact manually to find out their job title, Google will say that they are making your inbox more secure.

But They Were Useful!

So no more Gmail contextual gadgets, well, don’t worry too much because they’re being replaced with Gmail Add-Ons which are essentially the same thing. Google has created what they think is a better platform for managing these tools. Google suggest you turn off all Gmail contextual gadgets before August 2018 and try to find their namesakes in the Google Add-Ons directory. That way there should not be any disruption when Google make the switch.

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Wikipedia
Photo credit – Bottom: Pixabay

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Instagram For SEO https://online-sales-marketing.com/instagram-for-seo/ https://online-sales-marketing.com/instagram-for-seo/#comments Sun, 15 Apr 2018 16:00:16 +0000 http://online-sales-marketing.com/?p=13627 Social Signals in Search

Using instagram for SEO

Instagram is great for uploading and filtering pictures of about your life (that amazing sunset while hiking) and work (a new jewelry design). But does it help your business? Let’s look at how to use Instagram for SEO and grow your social reach.

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SEO and Social Media

Instagram itself has a built in search function, working from hashtags, but also on location and names of people/ brands/ companies. If someone types your company name or often-used hashtag, you want to control what comes up just as you would in Google or Bing search. Social and SEO interconnect but does social engagement affect SERP rankings? According to Social Media Week and Search Engine Roundtable, Google has officially said it does not use social media for ranking.  That said, social engagement is a byproduct of quality content which in turn generates inbound links, mentions (basically a link without the hyperlink), lower bounce and repeat readers… which are all SEO signals that search engines care about.

Instagram Is A Search Engine

If you type Rihanna into Google, her official website is sandwiched between Twitter (ranking higher than her own site) and Instagram (ranking just below). Search engines drive traffic to social media sites like Instagram, Facebook, and Twitter all the time. So take advantage and make sure your brand’s account has a fully fleshed-out profile with the information most relevant to that social audience.

Think about native search within the Instagram interface. Users can search on:

  • people (by name or username)
  • hashtags
  • places

According to Instagram help, search results are based on various factors, including the people you follow, who you’re connected to, and what photos and videos you like (heart).

Jumping on the #Bandwagon

If you want to try and get more likes on your photos you should try using tools like Websta. Websta helps you look at which hashtags are getting the most traffic. So much like the keyword tool that Google used to offer, you can see what is trending in your area, and tailor your hashtags around it.

Another way to help grow your Instagram account is by sharing other users photos. If another user has taken a photo of your product or service then try to make sure they use a certain hashtag when they share it. Then, after asking their permission, repost the image on your own feed. You can search for hashtags in the Instagram app, so you should make sure you’re monitoring hashtags that users could use to reference your company.

Instagram_for_seo

How To Go About It

We understand that having 5 or 6 different social media platforms isn’t always practical or manageable. Each social ecosystem — including your own website’s content — requires careful tending. We suggest creating a simple profile that’s well set up. It should include links to all the relevant places, with a current logo, the right hashtags etc. Then set a reminder to review your social profiles at least semiannually.

If you work in HR Outsourcing, then maybe you don’t have as much to Instagram about as a cupcake shop, jewelry designer or adventure tour guide. That’s fine. Update it as often as you feel comfortable, keeping in mind that active accounts get more Instagram love.

Lastly, if search engines like Google add social media for organic rankings in the future, then your business will be well positioned. With Google moving to a mobile-first world, apps like Instagram may have a bigger impact on what shows up organically on the small screen.

How are you using Instagram for SEO?

How can we help?

Do you know if Instagram is right for your business? Do you use Instagram for SEO?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Mark Jensen
Photo credit – Bottom: Nogran SRO

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Call to Action Tips https://online-sales-marketing.com/call-action-tips/ https://online-sales-marketing.com/call-action-tips/#comments Fri, 13 Apr 2018 16:00:26 +0000 http://online-sales-marketing.com/?p=9658 Old-phones

Motivating Your Reader

Whether you place it at the end of your content and string it in lights or embed it more subtlety on your page, everything you do online should include a call to action. That means you strategically lead your visitors to do anything from continue reading to buy now. Follow these call to action tips to motivate your prospects to click-through or take other action while hanging out on your website.

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Make Whatever’s Next Easy

You can incorporate marketing triggers and emotional copy on your site. Yet without instruction and capability, visitors can’t follow through with a call to action even if they want to. It’s certainly important to lead the reader or viewer to your conclusion, but don’t leave them standing at the end. Provide visitors with information about what you want them to do. Then, make the task as easy as possible.

  • Want them to review a product? Put the information and image a click away.
  • Want them to sign up for something? Only ask for the information you really need.
  • Want them to read some information? Be careful about where you link them. PDF direct links, for example, can be annoying to some users. Plus they aren’t always friendly for mobile.

BT-Artbox-280x420Understand Selection Psychology

Use selection psychology when designing buttons or other call-to-action mechanisms. For example, Acuity Scheduling used information from a user perception study. The study showed that, given three different options, users automatically discount the item that is most different. Understanding such psychology lets you lead users to desired outcomes by customizing call-to-action images to encourage certain user choices. A/B testing will also help determine what combination(s) get the most conversions.

Consistent Creativity When Using Call to Action

There’s a tendency to stick with what works, but you can’t ride coattails in marketing. Following the same call to action for every landing page, email, or social media profile can get stale for your intended audience. Eventually, users will become immune. Consistently use great content and tools for calls to action. Then change it up. See how variations in your brand, content, and calls to action might give you surprising (and repeatable) results.

How can we help?

Need to attract more visitors to your website? Need to improve website performance (aka contact form conversions)?

We are The Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

photo credit top: Roman Harak
photo credit body: Karen Roe

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Retiring Bing Sidebar Ads – Cleaning Up The SERP https://online-sales-marketing.com/bing-sidebar-ads/ https://online-sales-marketing.com/bing-sidebar-ads/#respond Thu, 12 Apr 2018 16:00:02 +0000 https://online-sales-marketing.com/?p=17825

Keeping Up With the Goggles

This week Microsoft’s pay per click advertising platform has announced that they’re going to be removing ads from the sidebar. Bing Ads are very much AdWord’s poor relation when it comes to new features and innovations, but it seems they have now decided to remove their sidebar ads and make a design change to the SERP. So, why no more Bing sidebar ads?

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Cleaning Up The SERP

Back in 2016 Google removed their sidebar advertising and links in an effort to make the mobile and desktop SERP experiences more similar. By removing the advertising from the sidebar the user is given a more streamlined search experience as they are in mobile. This decision was also made, presumably, because the ads in the sidebar were not getting as many clicks as those placed in ‘stream’.bing sidebar ads

Well, hot on the heels of that decision from Google, Bing have decided to follow suit and remove sidebar advertising from their own search engine results page. They’ve tested and found that removing text ads from the sidebar increase overall clicks, so they’re gone forever. Note that product ads (Bing’s version of Google Shopping) will still occasionally display on the sidebar.

Bing Ads Extras

When the sidebar ads have been removed users will also see an extra ad below the search results. So there will be a reduction of overall advertising space on the SERP, but as Bing’s AB testing seems to show that clicks have improved, you shouldn’t notice any major differences in your account’s performance.

Goodbye Bing Sidebar Ads

What do you think about the sidebar changes? Did you notice any difference in your AdWords account when the changes were first implemented? Do you think a cleaner SERP leads to happier users?

How can we help?

What do your links and content say about your site’s SEO? What does your data say in Search Console?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: PXhere
Photo credit – Bottom: Wikipedia

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SMB Marketing in 2018 – Time to Ask For Help? https://online-sales-marketing.com/smb-marketing-in-2018/ https://online-sales-marketing.com/smb-marketing-in-2018/#respond Wed, 11 Apr 2018 16:00:41 +0000 https://online-sales-marketing.com/?p=17821

Size Does Matter

Small and Medium-sized businesses are under many pressures but the biggest are typically time and resources. There are only so many hours in the day, and unlike bigger companies, you have to be very careful about hiring too many members of staff. Much content written online about marketing is focused on companies with the time to spend a day creating social media posts, or a member of staff dedicated to creating content. But for a lot of SMBs, this simply isn’t realistic. So we’ve taken a look at the state of SMB marketing in 2018.

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Working With An Agency

One statistic mentioned in the report was that only 3% of SMBs outsource their marketing to an agency. Obviously, as an agency that focuses on helping SMBs, we found this particularly interesting. The majority of SMBs (64%) have one person (typically the company owner) who is focused on all the company’s marketing efforts. Is this an effective way to manage company marketing? Well, our opinion is obviously biased, but running a business as well as marketing it sounds like a lot of work to us.SMB Marketing in 2018

So in 2018, your typical SMB owner has to focus their energy. They can’t be testing new marketing channels all the time, or even becoming an expert on one. Being a jack of all trades and doing just enough will have to do. But how long can it paper over the cracks?

Picking a Channel

The most popular channels are typically: Website, Facebook, and Email. Having a functional website, an active Facebook page and some form of email marketing is the bare minimum of marketing allowed in 2018. If you have less than that you’re in danger of not looking like a serious business (as well as potentially missing out on lots of customers).

However, digging a little deeper into the research and some facts are worrying. As much as 36% of SMB owners don’t know if their website is mobile responsive. With a further 60% not being sure who owns their Google My Business page. Now, these are small things, but they indicate a greater lack of knowledge that could potentially damage their business.

Being the Boss

If you started a business 30 years ago the basic quality you would probably look for in an owner would be “are they good with numbers?”. Then after that, you would see if they know about the product they want to sell. Then, can they sell it? And so on. But now as well as all of these “business skills” we need to add in: Basic SEO knowledge, website design and maintenance skills, Social Media capabilities and regular creative writing chops. It’s simply too much for one person to be on top of.

SMB Marketing in 2018 Killing the One Man Band?

How will SMBs solve this marketing crisis? Is it even a crisis? Do we expect less from SMBs when we’re online, so are we willing to cut them more slack when it comes to website design or online purchasing? We’d love to hear your thoughts on SMB Marketing in 2018.

Cite Your Sources

In part this article is based on statistics from a report produced by BrandMuscle. If you want to get into the nitty gritty of the BrandMuscle’s interesting research you can read the full report here.

How can we help?

Do you need more insights on SMB Marketing in 2018? Want to know what’s next in SEO?

We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Pixabay
Photo credit – Bottom: Pexels

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Are PDFs Mobile Friendly? https://online-sales-marketing.com/pdfs-mobile-friendly/ https://online-sales-marketing.com/pdfs-mobile-friendly/#respond Tue, 10 Apr 2018 16:00:25 +0000 http://online-sales-marketing.com/?p=9460 Big Message In a Tiny Space

Making sure your content marketing is friendly for the small screen is now an essential element. For those businesses who use pdfs to share details like product specifications, you should be asking “are pdfs mobile friendly?” In this post, we’ll answer that question plus cover some tips to ensure that what you share is ready (and appropriate) for mobile users.

Click for a free 30-minute consultation »

Primary Mobile Usage

According to Nielsen, people use their mobile devices to stay connected. Checking social media is the most popular activity. But it is much lower for desktop/laptop usage. Understanding how your target audience uses their mobile phones to view your website is a key piece of market intelligence. We suggest that you dig into Google Analytics to see how your current website is faring for mobile traffic. Given that most users are checking email on the fly, what’s the likelihood they will read a multi-page pdf on a small screen? While a small percentage of users may have the patience to pinch and explore an online document, pdfs aren’t the most mobile-friendly content. You might present the same information in a different way so it’s easier for your mobile audience to view it on the fly.

Local Search Implications

SearchEngineLand reported that half of mobile search has a local intent. Mobile users are looking for on-the-go info. So what does this mean:

  • Phone numbers, address, maps, directions about your business should be easily found via a mobile device.
  • If you run AdWords campaigns, be sure to use extensions as it adds extra information to enhance your ad. It provides direct site links, making it easier for mobile users to navigate to exactly what they want/need.
  • Don’t forget about your Google Places profile (now part of Google+) as this is typically placed near the top of a Search Engine Results Page (SERP); your contact details and a map in this area can attract clicks.
  • Shoppers are comparing your goods/services with your competition while they are in your retail store. Matching “internet pricing” can appeal to the pull of instant gratification.
  • Are mobile apps appropriate for your business? 7 out of 10 smartphone users download apps. How could you use an app to provide useful product-related content?

So, the short answer to “are pdfs mobile friendly”… no, not really. How do you present content for the small screen?

How can we help?

Not sure how much of your traffic comes from mobile? We are The Spectrum Group Online, we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: Zak Menshah
Photo credit – Bottom: Pixabay

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To Scroll Or Not to Scroll https://online-sales-marketing.com/to-scroll-or-not-to-scroll/ https://online-sales-marketing.com/to-scroll-or-not-to-scroll/#respond Fri, 06 Apr 2018 16:00:12 +0000 http://online-sales-marketing.com/?p=11372 Egyptian scroll were scroll intensiveA User Experience Question

Just a few years ago UX experts cautioned against website layouts or designs that made visitor scroll. There was this concept of “Above the Fold”  which is a holdover from newsprint days. In this post, we’ll explore what’s real and not in an era where your audience interacts on the small(er) and big screen (desktop).

Click for a free 30-minute consultation »

Scroll Averse

Back in the day, user experience (UX) designers disliked the idea of making your audience scroll to consume content. This was a common theme in the early 2000s, and indeed, up until a few years ago. Imagine a world where websites weren’t mobile friendly (adaptive and responsive themes were introduced about 9 years ago). Navigating on a small screen was nearly impossible. Now that mobile responsive websites are standard (or they should be), users don’t freak out if they have to scroll down a page. The world changed. We’re now measuring success across multiple screens. And our web designs need to keep pace with user expectations.

Why Scrolling Is Good

There are actually many reasons why scrolling is an indication of a positive user experience.

  1. scrollsYour content is more in-depth. Thin content gets the evil eye from Google. Pages or posts that are substantial and answer questions are good.
  2. It’s an indication that your audience is engaged. Just be sure to use headlines, bullets, and images to your advantage.  Make sure those attention-grabbing subheads are above the fold so your reader is enticed to scroll. Again, infinite scrolling is not recommended.
  3. Provides more internal linking opportunities to other fabulous content on your website.

Let’s Be Realistic Folks

A home page that looks like a squeeze page is annoying. Plus, statistically, the lion share of eyeballs will be at the top of the page. ClickTale — a software that tracks how users interact with a website — analyzed ~100,000 pageviews. They found that people used the scroll bar on 76% of pages. Yet only 22% scrolled to the bottom. The lesson? The top of the page is still prime real estate.

Unless you have special tracking software like ClickTale, you can’t really measure scrolling behavior on your website. Google Analytics requires a click to register a pageview. As an alternative, you can view time on page as an indication of interest.

However, while we’re saying that users scroll, you still need to catch the users attention with something above the fold. They’re not going to scroll down if they don’t like what they see when the page opens. So make sure you’re teasing them with as much as you can above the fold.

So, what do you think about scrolling? Are you an advocate or averse?

How can we help?

Launching a website and need help with design? Or, are you tweaking your landing pages to improve sales conversion?

We are the Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

Contact Us Today »

Photo credit – Top: unephotos
Photo credit – Bottom: psyberartist

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White Paper Best Practices https://online-sales-marketing.com/white-paper-best-practices/ https://online-sales-marketing.com/white-paper-best-practices/#respond Thu, 05 Apr 2018 16:00:53 +0000 http://online-sales-marketing.com/?p=4814 I am a white paper not paper

Tips To Tempt Your Audience

White papers are an excellent way to add a call to action (CTA) on your website. Perhaps your prospect isn’t ready to call you or hit the “Buy Now” button. Yet, they may be willing to share their email information in exchange for educating them. Here are three tips to make high-quality content to ensure that your white paper is worthy of a download:

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1. Make It Valuable

A white paper isn’t a glorified blog post. Not to say that it can’t be a compilation of blog posts. Seth Godin is the king of pulling together posts and repackaging. That’s been his secret in creating such best sellers as Tribes. The point of a white paper is to share valuable information, solve a problem, and give your prospect a taste of what you have to offer. Don’t worry, you’re not giving away the store. Professional services, like what we at Spectrum offer, is more complicated that a simple how-to guide. Plus, DIYers are most likely not your best prospect or client. A white paper is meant to educate, offering sage advice and proving that you know what you’re talking about. There’s no way to include everything you know. It’s a sample, but make sure it’s a valuable one.

2. Make it Scanable

There’s a reason why “5 Tips to” fill in the blank headlines are used. Because they work. Aside from a sad commentary that we’ve reduced our reading skills to middle school grade level, most of us are busy. Yes, there are those in your target audience who will read every incredible word. It’s more likely that people scan. They’ll zero in on the parts they can immediately assimilate and use.

3. Make it Picture Perfect

A white paper on news Paper Origami Monster, why not?Breaking up text with eye-catching images is one way to retain your audience’s attention. Other than creating a document that’s more visually pleasing, it can emphasize the fabulous points you are making. It’s also another way to show some personality (aka your business brand). In addition to graphics, use headings to your best advantage. Descriptive headers can tell a story. Call outs, block quotes, and bullets can make a lengthy text a joy to read. With Flickr and other image sharing sites, it’s easy to add eye candy to any document.

Brand Your White Paper

Your white paper is also a piece of your content marketing strategy. So, don’t forget to include a copyright or attribution symbol, logo, website address, and contact information. It does you no good if a prospective client downloads it and wants to connect with you later… only to find that’s it is not easy to contact you. It might be called a white paper, but you don’t have to leave it just as white paper. Add your logo and a footer with some basic contact information as a bare minimum.

Have a white paper on your website that’s a best seller? What’s your secret ingredient?

NB: As an aside, if you’re wondering why we haven’t mentioned “whitepapers” anywhere in this article on creating a good whitepaper, this is why.

How can we help?

Need help with keeping your content marketing on schedule? Or, need help reading Google Analytics reports to better understand what content engages your audience?

We are The Spectrum Group, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

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