7 Content Strategy Tips to Construct Awesome Product Pages & Boost Sales

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Almost everyone with a website by now is well aware that they need great content on their site to get traffic, inform their visitors and make more sales. Unfortunately the exact ‘how-to’ of accomplishing this is murky territory. Most companies just slap a blog on their site, pay some writer to keep it stocked with fresh content and call it a day.

Content Marketing Strategy

This is fine and can work in a lot of situations but there’s just one problem.

A blog is usually a separate entity from the site itself and this can make it tough to get the visitor to make the leap from reader to buyer. This is why we recommend a more integrated approach where the content and products are a unified entity. You can create killer product pages full of useful information, images, videos and other content to keep your readers entertained and informed, but also…buying from you!

Here are some of your top tips to ensure you pull it off well:

1. Reviews Rock

Make it easy for your readers to add their opinion in the form of reviews. This not only adds a huge dose of social proof to your pages increasing the likelihood of people buying, but it also generates free, unique content for Google to factor into their rankings. And best of all, you didn’t have to produce it.

2. Videos Rule

Many top marketers believe that having a video on a product page increases sales and decreases refunds. This makes sense since a video can explain how a product works much more simply and easily than a written description ever could, making people more comfortable with buying it. Zappos saw a 10% increase in conversions after adding videos to their product pages – and these were with staff, not professional models or actors at all. You can do the same thing.

3. Keep It Unique

If you have an ecommerce site the worst thing you can do is just copy the provided product description that the supplier gave you and use it verbatim on your site. Rather take the time to tweak it for your audience so it hits home better. This will also get you more organic traffic from Google since it’s unique.

4. Images With Personality

Instead of just slapping some boring product photos that the supplier gives you onto your site, why not give them your own twist by creating your own? You don’t have to be the world’s best photographer to pull this off either. If you’re selling hats, then put them on your staff, make them pull a stupid face and snap a pic. This will go a long way to bond with your audience.

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How to Improve User/Reader Engagement for your Site

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It’s no news that you need to do whatever it takes to increase the engagement of your site’s visitors. It increases your authority, customer loyalty, boosts traffic and of course nets you more sales. Everyone knows that these things are really important, the only problem is, there aren’t too many resources telling you exactly how to do it.

Boost Community Engagement

Here are the best tips and techniques that will get people talking to you, about you and help create a fanatical following in the process:

1. Write Amazing Stuff

Firstly and most importantly, people want to be amazed by well-written, hyper-informative, crisp writing that gets to the heart of a topic and sheds new light on it. If you want people to really love what you’re doing you have to create stuff worth loving. If you read one of your own blog posts and think to yourself: “It’s okay”, chances are it’s not. Make sure you are proud of everything you put out there. Some top bloggers spend 10 – 20 hours on a single blog post. Let that sink in.

2. Smooth It Out

Make your visitors lives as easy as possible. A great example is to not make them open accounts at your site to comment. This just annoys visitors, wastes their time and makes joining in the conversation tougher than it needs to be.

3. Look Good

While your site doesn’t have to look super-modern and use all the latest graphic design techniques, it really does pay to make it look clean and crisp. First appearances are critical to a site’s success so don’t greet your would-be customers with a site straight out of 1997.

4. Fix Errors

Most websites have one or two technical issues left unfixed and it’s just not okay anymore. Some of these can flat-out prevent your readers from navigating easily, sharing your posts or even seeing your site correctly. Make sure your site is free of broken links, fix missing 404 pages as well as any pages whose script isn’t playing nice.

5. Call To Actions

Visitors on a website are in a passive mental state and are absorbing information. If you don’t tell them to tweet your post, type in their email address, share on Facebook, like a page, fill out a form or buy a product, they won’t. Not enough anyway. So pretend your visitors are brainless zombies (I’m sure your readers are great people) and literally spell out exactly what you want them to do: “Type your email into the box below and click the ‘sign me up’ button now for free email tips”.

6. Use Video

People have less and less time these days and sometimes reading just takes too much of it. Why not produce videos for a change of pace and give yourself a break. It’s been shown that when given the choice, most people would rather watch a video than read an article. They’re far more likely to watch it to the end and they can be a lot quicker and easier to produce. Win/win!

7. Ask Questions

If you ask a question at the end of your blog posts you are much more likely to get comments on your posts. This is because people don’t have to think about a clever comment to post, they just have to answer a simple question.

8. Interviews

Nothing gets a great debate going better than an interview with a relevant authority. People love the opinions of respected experts and also to trash them. You can even collect questions from your followers for a few weeks ahead of time if you’re busy and want to ask stuff your readers want without having to think too much. Bonus!

9. Contests

Offer a great prize to your readers and get something in return for them to enter. You can collect email addresses, collect valuable data in the form of polls or get reader-submitted blog posts that you can use. The options are endless.

10. Track

What’s the use of all this action if you’re not tracking it? An easy way to measure the level of your community engagement is to track blog comments, customer service requests, email messages, social media shares, likes, tweets and of course, sales too.

Follow these tips and you’ll have a thriving, engaged community in no time.

Making a Guest Post Is More Than Just Writing A Good Email

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Guest posting is a great way to generate traffic and quality backlinks at the same time. However, it can be easy to mess things up (and get rejected!) if you are doing things “on the fly”, or without proper planning.

Guest Blogging

Whether you are new to this guest posting thing, or an intermediate poster, this article will help you better stay organized and increase your chances of getting a positive response from prospective bloggers.

Writing a good email

Just writing a generic email and sending it to everyone won’t work with the quality blogs. They receive a lot of requests on a daily basis, and if you want them to even consider having your post on their blog, you will have to stand out. These few tips below might help with that.

First, you need to make it a bit more “personal”. Blogs do not become successful on their own. It certainly won’t hurt if you let the bloggers know which one of their posts is your favorite one. Also mention how you first came across their blog (Search? Facebook?), and how you keep visiting because of all the cool posts. After all, bloggers are human beings too.

Next, you need to let them know that they can choose a topic of their liking. You can also suggest 2 – 3 ideas, but it’s always good to let them know that you are flexible if they would like you to write about something else.

Give them links to your other guest posts, or if you do not have any, send them samples of your writing (within the niche!).

Oh, and one thing that can destroy all your chances of appearing on their blog is an email full of mistakes (or even an email that just doesn’t sound right). Make sure you check, and cross-check that your email is short, to-the-point, readable, and mistake-free.

Let them know that you are listening, in case they have any question or request. Give them a couple of ways to contact you (whichever is easier for them).

Make it easy for them to publish your article. If you don’t know how to display lines of codes on a page under your domain, at least send them a text file with everything necessary (include all HTML tags; especially <a href>). They are more likely to publish your article (and they will do it faster) if all they have to do is to copy and paste.

Prioritize blogs

If you are contacting multiple blog owners (if you are not, you should!), you need to list them in order of importance.

This is because you will likely need to come up with slightly different blog ideas for each blog, even if you are in the same niche. Prioritization allows you to know where to devote more time to research topics appropriate for their audience.

So if you have a list of 20 blogs, you can spend one day to contact the 5 most important ones with alluring proposals, and then you can spend less time for the other blogs (10 the next day, and 5 the following).

There are several tools that can help you with that. If you work alone, Excel might work for you. Or if you are a team working from different locations, you may want to turn to Google Docs.

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10 Practical Tips for your Content Marketing Plan

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Content marketing is the creation and distribution of highly relevant and valuable content in order to attract new prospects. It is a form of inbound marketing. There are a dozen of different definitions floating on the web, but we like keeping it short and simple!

Content Marketing Tips

With that said, let’s move to a checklist that you can rapidly go through if you want to use this marketing strategy.

1. It’s about Them

People do not really care about you. They are not interested in knowing where you come from, or what you want in life. All they care about is themselves. This is what your content needs to be focused on; them.

Your content needs to be about what’s in for them (the benefits, how it can help them).

2. Pick 1 of these 2 Mini-Goals

Your content needs to have a direction. If you do not already have a plan, 2 good directions to take are listed below:

  • Informative and educational
  • Entertaining (Stories that they can relate to, humor, etc.)

Pick one, and formulate your content strategy based on that mini-goal. A mixture of both of them will get people browsing for more and recommending (and sharing) your stuff.

3. Identify their Pain Points

If you really want to generate more comments and shares for your content, identifying your target audience’s pain points is the way to go. If people see that you know how it feels, and that you can provide a solution to stop the pain, there will definitely be recommendations and referrals coming in.

Not sure how to do that? Here are 3 ways: Browse forums, create a survey and set up Google Alerts.

4. Send a Clear Message

What makes you or your brand different? Why should people be coming to you instead of your competitors? What is your core value? What makes you unique?

Have a unique view that other people can align with. Once you do that, every follower you get will stick to you (be loyal) for a long time to come.

5. Get Organized

Content creation and publishing is not the fastest traffic generation technique (if you want speed, try PPC!), but it’s the one that brings in the most consistent, long term, and quality traffic.

If you are getting into it, it’s going to be wise to consider making a schedule and getting organized about the whole thing. One day of the week could be booked for brainstorming and research, another for conducting interviews or surveys and another one for publishing and distribution of the content.

Don’t forget that the content can be re-purposed. A video can easily be turned into an “iPod ready mp3” and a “digital PDF transcript”. So it’s not only to YouTube and Vimeo that your content is going on, but also on Podcast directories and document sharing sites, and of course, your blog and other people’s blogs.

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