Marketing Advice

September 21, 2017 By Travis Baker Leave a Comment

Develop an Awesome Message for Your Industrial Marketing

We meet with a fair number of companies about their industrial marketing. Many of these companies want a new website. Their current sites are dated, not functional or just look well...bad.

We help companies with marketing and website design. However, often the underlying problem is not their website, it is that they don’t have a real message. Their message is flawed, dated or they try to cram a bunch of different messages together.

AND they have a bad website...

That's why we want to talk about how to find your industrial marketing message. (Even if you don't have an industrial or manufacturing company this process will work for nearly any B2B company.)

Let’s get started.

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Filed Under: industrial marketing

September 12, 2017 By Travis Baker Leave a Comment

Nail These Components for Your On-page SEO

In our first SEO on-page article we talked about how to take advantage of long-tail keywords. Now we want to dig down into what we need to optimize a website page.

The first part is to make sure you write around the long-tail key phrase you researched. Make sure that it is a unique key word for your site (you haven't used before).

Page title: Add your keyword to your page title. Remember you have 72 characters that can appear in your page title so use them. Also, bear in mind that search engines weight the words at the front of your title more heavily than the ones towards the end.

Your key phrase should also be included in your page slug and URL as well.Your Guide to  Inbound Marketing

Content: Makes sure that your key phrase is in the first part of the page. Placement of the keyword near the top is different from traditional writing where you lead up more to your topic. Writing SEO optimized copy is more similar to scientific writing vs. prose.

You should also mention your key phrase through the copy as appropriate we must caution against “keyword stuffing” or using the key phrase unnaturally.
Remember you are not just writing for SEO but for a real human audience you want to persuade to act. This can be easy to forget when you try to create “perfect SEO” but getting your audience to the page is only part of the battle. Getting them to act is winning the war.

Note: If it comes down to ticking a box for SEO or writing better always lean towards better writing.

Another component of your content is to make sure that you have over 300 words on your page. More is better to a certain extent as long as it is all engaging content.

Headings: You should use your key phrase in your headings. Not necessarily all your headings, (remember you have two audiences). A good place to add your key word is in an H2 heading.

Links: The internet is a connected ecosystem so remember to add internal links as appropriate. For instance to a related blog article or a call to action to the next step you want your visitor to make.

Image: You should chose an image or images that help engage your readers. However, you should also use an alt description that includes your keyword.

Meta description: The meta description is a synopsis of your page. In search engine results it is below the page title.

In WordPress, you can edit your meta description beneath the page copy. However, different themes and plugins can affect the location. Depending on what program you use to build your website it lives in different places.

You should keep your meta description below 160 characters and remember to build the synopsis around your chosen key phrase.

SEO is an important part of inbound marketing. If you need help with your SEO in Charlotte or anywhere in the Carolinas reach out to us. Want to learn more about SEO and inbound marketing download our Guide to Inbound Marketing.
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Filed Under: SEO, on-page seo

August 30, 2017 By Travis Baker Leave a Comment

Better Opportunities by Developing Premium Website Content

Not every visitor to your website is at the same stage in their journey. In fact, given the variety of keywords you might appear for it’s impossible to know all of the different paths a potential buyer is using to get to you.

When you add-in social media or direct search, you have even more variants to your possible visitor's stages.

The problem is that if you have a newer website or don’t have a variety of content, you might not be able to tell your visitor’s stage. This includes premium website content, which is a downloadable piece of content for your vistors.

However, if you have pages that detail how you can help your prospect’s journey, it will be more beneficial to you and your sales team in the long run because you will not only be garnering leads but you will know where they are in their journey.

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Filed Under: website conntent

August 16, 2017 By Travis Baker Leave a Comment

Make Your Website Redesign More Efficient

We work with a lot of different size teams for website design, branding and other projects. The questions we have aren’t about size of the team that is doing the project. The main questions after budget is timeline.

Timeline is a legitimate concern with any project Everyone wants everything done as quickly as possible. The client wants the project complete so they can take advantage of the benefits and the agency wants the project complete so they can bill.

Here is how you can lower the timeline of any project. Get ready. It is some deep stuff.
  • Plan
  • Anticipate
  • Respond
  • Decide
That’s it. The big secret.

PARD. You know, like an old school spaghetti western. Short for partner. You get it.
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Filed Under: website redesign

August 02, 2017 By Travis Baker Leave a Comment

Difference between a Web Design Company vs. a Marketing Company?

We spoke to a company today about their website needs. It was going well, and eventually, we arrived at the part that everyone loves, budget.

Not many of us can talk to a person about money just a few minutes after we meet them without a bit of discomfort. Here is how the conversation went today.

Me: "So do you have a budget in mind for your website?"

Prospect: "Well, I have done some research, and I think the going rate is between one and two thousand dollars"

Me: Crickets…..

Nah just joking. This is what I said.

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July 27, 2017 By Travis Baker Leave a Comment

Outsourcing to a Fractional Marketing Director vs. Hiring a FTE

Recently we spoke to a company that was considering adding a marketing associate to their team. I am all in favor of hiring more marketing people, believe me.

However, in this case, this company, let’s call them “Company A,” they already had a full -time marketing associate and a marketing coordinator.

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Filed Under: fractional marketing director

July 18, 2017 By Travis Baker Leave a Comment

Ensuring You Have Proper On-Page SEO: Part 1

On-page SEO is one of the easiest parts of your SEO strategy to nail. However, because of the ease, it can be easy to ignore. 

First of all, what is SEO? It stands for Search Engine Optimization. We, marketers, love our abbreviations. SEO is an important part of your overall inbound marketing strategy.

For instance, when you put a search term in Google the algorithm is deciding what you want based on the words that you’ve entered. If your page pops up first for a search, you can bet you nailed your on-page SEO.

Proper on-page SEO is valuable because it lets you effectively tell the search engines about your page. It also works to help draw people to your site.

Here is the first few thing to focus on to have proper page specific SEO.

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Filed Under: SEO, on-page seo, seo marketing

July 12, 2017 By Travis Baker Leave a Comment

Develop an Engaging Marketing Video Premise

Most marketing videos have a pretty standard format. With more and more videos being produced and put online, how can you stand out?

The key is to have a  video marketing premise that is unique.

We have mentioned before the last thing that we need is another staid commercial that introduces a company's CEO. Not to say that you can’t introduce the CEO, but don’t have them in a chair in a boardroom staring at the camera.

Think of it this way. When there were only three channels in the 1950’s, anything produced that showed a modicum of talent was a hit. Now compare that to today. Some of the best shows are on AMC, HBO, and Netflix. There is a ton of competition. The way to survive is to have excellent programming.
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Filed Under: video marketing, commercial video

June 29, 2017 By Travis Baker Leave a Comment

Using Scarcity and Status for More Marketing Leads and Sales

I was perusing my email the other day and noticed that there was an offer from Great Wolf Lodge. If you don’t know, Great Wolf is a chain of indoor water parks attached to a hotel. My family, especially the kids, love it.

We have spent the last few of my daughters birthdays there. And while it is not inexpensive, it is easier for sanity reasons to celebrate a birthday there instead of at the house with a screaming group of children. I prefer the screaming kids are not in the property where I live and work.

Anyway, back to the email. The email in big letters read “Limited Time: Book Now and Save!!”. You have probably gotten emails that are very similar to this from other companies. The kicker was in the next line Limited Availability!
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Filed Under: lead generation, sales

June 22, 2017 By Travis Baker Leave a Comment

Brand Marketing Strategy Part One: Understanding Your Brand

Do you have a brand marketing strategy? Do you know what your brand marketing strategy is?  If you don't do you know why you should?

Do you think I am asking a lot of questions for the beginning of a blog article?

Let’s start with the basics. What is your brand?

Your brand is not necessarily what you have created or what you think but the perception of your company in the marketplace.

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Filed Under: brand management, brand marketing

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