SEO, Content Writing,Website Management
Written by Stu Kushner

Creating Magnetic Content

 Marketing, SEO, Content Writing,Website ManagementI have two businesses. Or, maybe your can look at them as two divisions within one business. This site is my website design and Internet marketing business. And the other division is my office computer cabling business at www.ProgOffice.com. I created two separate websites because the work is very different and to put them on one site would dilute the expertise of each.

But where they do complement each other is in my ability to use my marketing skills to attract business to my cabling site. I do that by following these basic guidelines:

  • Create a site that is clear and easy to navigate
  • Make the site interesting
  • Project a professional image
  • Create helpful content
  • Optimize the content to make it attractive to the search engines

There are other things but those three are my basics. And if you do a search in Google for “office cabling in Washington DC”, you will probably see my site on the first page. You might find it there more than once.

Typically, the home page attracts the most traffic as the landing page for a visitor from a search engine. But my site gets most of it’s traffic from two special pages that I created. Those pages are a cabling pricing page and also a page that is an analysis of cabling upgrade choices. Writing those two pages more than doubled the traffic to my website and it helped establish my little cabling company as an authority (in the eyes of Google) in the cabling community.

Those two pages attract visitors to my site from all over the world. It answer two of the most important questions in the cabling industry. And the first one, pricing, is one that most of my competitors are reluctant to share.

And my reward is that if you are looking to get computer network cable installed in the Washington DC area and you look for a company on Google, Progressive Office Cabling will almost always show up on the first page.

So, what you need to do is think about the very most important questions that your clients might ask you and then write about it and put it on your website. If you do, you just might double your traffic. The worst that can happen is that will have some additional, new helpful content on your site.

Written by Stu Kushner

30+ Resources To Help You Excel at Facebook Advertising in 2014

By Sean Work

With over 1.3 billion active users, a treasure trove of user data, sophisticated targeting options and the opportunity to place content directly in your target audience’s line of sight (the News Feed), Facebook is a very appealing advertising platform for online marketers. And if the rapid rate at which Facebook is rolling out improvements to their advertising platform is any indication, it’s only going to become more and more appealing.

2013 was a big year for Facebook’s advertising business. The company revamped the ads platform and their Power Editor. This gave users a cleaner, friendlier interface, more useful and advanced reporting options and an objective-oriented ad experience. They also launched conversion tracking, allowing advertisers to directly attribute conversions on their websites and landing pages to Facebook ads.

We’re only a few months into 2014 and Facebook has already announced the rollout of Ad Sets, which allow users to organize their ads into sets within each campaign.

All these changes can make it hard to stay on top of best practices for the ad platform and ensure that your business is fully exploiting everything Facebook ads have to offer.

Don’t worry: I want to make your life easier! I’ve collected the best resources on Facebook advertising from around the web with a focus on what you need to know about the platform to stay ahead in 2014. This way, whether you’re just getting started with Facebook ads or looking to brush up on new features, you’ll know exactly where to go.

The Basics – Getting Started

1. Why Every Business Should Spend at Least $1 per Day on Facebook Ads – Consider this: “[Facebook Ads] are the lowest cost per 1,000 impressions ad in history. They average around $0.25 per 1,000, which is only 1% of the cost of TV.” If that doesn’t convince you that …read more    

Written by Stu Kushner

What Is SEO And Why Is It Important?

SEO successSEO, or Search Engine Optimization is essentially a methodology used to increase the amount of visitors to a specific website. By achieving a higher “ranking” your placement in the list of similar websites is higher on the ”results” page of a search engine.

Search engines are programs like Google, Bing and Yahoo! that rank documents a website by  matching  keywords and then ranking them by the number of  “hits” or “visits”, to that site by users searching for related documents and information on the World Wide Web.

Since the ranking is based on the number of hits or visits to a website, it’s essentially a “beauty contest” – the “most appealing” website is the websites with the most search hits and wins first place – that is, they appear on the first “page” of the search result.  In television terms, those websites appear on prime time, all the others are relegated to the “less popular” and “less watched” time frame. Obviously, you want your website to show up on “prime time”;

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Written by Stu Kushner

Most People Won’t Actually Read Your Landing Page – How to Get Your Message Across Anyway

By Sean Work

F-Pattern

The world today is cluttered and busy. With millions of pages online, people have been forced to filter their content intake. They consume only the content that is relevant to them.

The unfortunate bottom line is no one will read your great offer on your stunning landing page if it isn’t relevant. And, it can’t convert if people don’t read it. That’s why you need to write your landing page with all three types of viewers in mind – readers, scanners, and bottom feeders.

The Three Types of Readers and How to Reach Them

You can optimize your landing page to appeal to each type of reader. By looking at the behavioral psychology of different viewers and how they consume information on the web, you can create an effective landing page that will result in the most conversions.

1. Readers are your most loyal viewers. They start at the top of the page and read every word throughout the post. They are your ideal viewer. However, we live in a world with increasing Internet “clutter” and decreasing attention spans. Therefore, the vast majority of your audience will not fit into this category.

How to reach them – To take care of your readers, there’s just one thing you have to remember. Content is king. All you have to do to win over a reader is present clear, powerful body copy.

2. Scanners read your headline and a few sentences in the introduction. If they’re still interested, they continue to skim through, focusing on your subheadings, highlighted terms, and images to determine if a specific section is worth taking the time to read. Scanners read very little of your content, focusing instead on the words and images that visually stand out.

Scanners, most likely, will make up the majority of your audience.

Web usability consultant Jakob Nielsen found in …read more    

Management,Online marketing
Written by Stu Kushner

Announcing the KISSmetrics and AB Tasty Integration

By Zach Bulygo

website Management,Menu AB Tasty Google Chrome,online marketing

We’re pleased to announce a new integration with a tool called AB Tasty. As the name suggests, AB Tasty is an A/B testing tool. When you run an A/B test using AB Tasty, you’ll automatically be able to send your results to KISSmetrics.

Conducting a test with AB Tasty is simple:

  1. Install the AB Tasty tag on all pages of your site.
  2. Make changes to a page using the WYSIWYG editor. (You can run a multivariate test in which you test multiple elements on a page.)
  3. Set the KPIs you want to measure.
  4. Run the test.
  5. Get your results.

Use Case

Let’s say you’re on the marketing team of a SaaS company and want to A/B test your homepage. Using AB Tasty, the first step is to install their code on all pages of your site:

After your A/B Tasty code is installed, you’ll want to run a test. In this example, let’s say you want to test your homepage headline. You would go ahead and make changes to the headline using the WYSIWYG editor:

Then you would want to select “Track Clicks” next (your KPI is “Signed Up for Free Trial”):

online marketing,website management,AB Tasty Editor Track Click

You’d run the test until you reach statistical significance. You’d also want to integrate the test into your KISSmetrics account. To do this, you would log in to AB Tasty and select “third tool integration” under the options panel:

website management,ab test 3rd tool integration

…and integrate with KISSmetrics:

website management, online marketing,link this test to analytics tools

This integration will create a new KISSmetrics property called AB Tasty Test — 12345 (12345 is the Test ID).

Where AB Tasty Ends, KISSmetrics Begins

Your original test was set up to see if an alternate headline would lead to more trial signups. AB Tasty will determine which variation performs the best. After it completes the …read more    

online marketing, management
Written by Stu Kushner

5 Things You Need To Know About Before Jumping into Mobile A/B Testing

By Sean Work

website design, management,iOS leads revenue charts

As the Android vs. iOS saga continues, most major apps establish their presence on both platforms. Many opt for iOS first, since there are only a few device models (as opposed to the ever-expanding portfolio of Android devices and manufacturers).

Nevertheless, some have been swayed by the advantages of Android. Our friends at Stack Overflow cited iteration speed and first-party support for alpha and beta testing as the main reasons for choosing Android as the first platform for which they developed their native mobile presence.

Even if the platform differences are not immediately apparent to you, taking them into account is key to a successful cross-platform app. It may be easy to assume that what works for one platform will translate into success on the other, but this type of logic will get you in trouble down the road.

In case you’re new to A/B testing, here is the concept in a nutshell:

Source: A/B Testing for Mobile Apps – Coca-Cola Mobile Innovation Workshop

Mobile A/B testing has a big part to play in identifying the differences needed to be successful on both iOS and Android. Here are some of the things we’ve seen that have the greatest impact when testing on the platforms:

1. Demographics

According to this comScore report, iOS users tend to be younger and wealthier: 19% of iPhone owners are between the ages of 18-24 years old (compared with just 16% of Android owners), and 41% of iOS users are in the $100,000+ income bracket (compared with just 24% of Android users).

Android has been shown to be popular with professional and business users. Hacker types also have been drawn to Android because of the possibilities that an open platform offers.

Takeaway: Think critically about the differences in general audiences across the two platforms, and how you can play to those …read more    

Management,Website Design, Internet Marketing,
Written by Stu Kushner

In Your Customers’ Shoes – 4 Gripes That Are Costing You Conversions

By Sherice Jacob

 Website Design, Internet Marketing,Management

One of the best ways to improve conversion rates is to identify and eliminate major stumbling blocks that are preventing your users from moving forward. Typically these are common issues like “Not Found / Out of Stock” errors, technical glitches, reducing clutter and removing distractions like third-party ads.

But sometimes the gripes are so common and so pervasive that visitors simply tolerate them (albeit with a great deal of frustration and aggravation) rather than go elsewhere.

But you can bet they won’t be back.

Gripe #1: “Just Copy Amazon”

Amazon is one of the web’s largest and most profitable websites, so it stands to reason that they put a considerable amount of time, money and emphasis on making their site as easy to use as possible (even patenting certain methods, like 1-click-shopping). Knowing this, many beginning website owners understandably assume that Amazon must be doing something right with their layout – so they copy it.

Jumia is Nigeria’s Amazon – right down to the layout, categories and color scheme

Amazon has many things going for it that the average new webmaster doesn’t take into account when designing their own site – for example:

  • Everyone is familiar with Amazon – They’ve been around so long that they’ve practically become a one-stop shop for even the greenest internet user. They’ve got brand recognition nailed down to where they’re a household name. People have come to expect a certain experience when shopping on Amazon, just as they expect superb customer service when buying shoes from Zappos. It has been ingrained into who Amazon is and what they stand for.
  • Amazon’s traffic comes from multiple sources – They’ve built up their markets over time, and as a result, their traffic comes from all kinds of places. People generally search for a specific product on …read more    
Written by Stu Kushner

Mistakes That Can Ruin A Marketing Video

Mistake 1: Ignoring the script:  The “story” is everything. But how can you tell a “story” about a product in sixty seconds?  Think about what an effective TV advertisement does. It “grabs you” in the beginning, and then sells the product with a theme or “story” you can relate to without using the “hard sale”. Develop a script based on the core values and goals of your company and what your company stands for and how it reflects in your products or services.

Mistake 2: Writing the script yourself.  You’re too close to the subject. Hire a good writer and provide an outline of what you want to say. Keep your door open and allow free access.  They will consult with you, listen to your needs and ideas and then write with the customer/client’s viewpoint in mind. If you DO write the story yourself, get a professional writer/editor to review and proofread. An objective view will help “sell” your story.

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Written by Stu Kushner

Why Have A Newsletter?

With the success of “social media” sites like Twitter and Facebook, a newsletter may seem like an old fashioned “been there, done that” sort of effort. Granted, those interactive websites are the new technology, and used by just about anyone with a computer. Compared to that, the traditional newsletter may appear out of date, but newsletters still have value and a newsletter has some significant benefits that can make a difference.

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Written by Stu Kushner

What To Name Your Newsletter

Of course, content is the primary focus for a newsletter, as it is for any published document, but even the best written and most informative newsletter is useless if no one reads it. The title or name of any document is what we see first, and if it doesn’t catch the eye and entice us to read further, all the time and effort made in creating it is wasted.

Newsletters usually reflect the publication’s mission or purpose: “Neighborhood News”, for example, gives a very straightforward idea of what it’s about; any marketer will tell you that a name or a title that makes a specific and recognizable connection to the reader is an essential first start.

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