How Lack of Marketing Content Can Derail Your Website Redesign Project

What comes first – site content or site design? In the words of Jeffrey Zeldman, the renowned web designer, blogger, independent publisher and the king of Web standards according to Business Week, “Content precedes design. Design in the absence of content is not design, it’s decoration.”

Are you involved in or responsible for redesigning your company’s website? Is your website redesign project on hold waiting for marketing to deliver content? If so, you know the frustration.

It doesn’t matter whether you work for a corporate marketing department or the owner of a small business website. You spend countless hours, weeks and months working with the site designers developing site maps, wireframes and mock ups – but content? It is relegated to the bottom of the totem pole of deliverables. As a result, your dream web redesign project comes to a screeching halt. Read more

Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress Blog

Instead of an industrial marketing strategies post that I typically write, this is more of an implementation post. I have listed some easy, do-it-yourself (DiY) SEO tactics to optimize your WordPress blogs for search engines.

Just building a business blog is not going to help you drive traffic or generate leads. You need to optimize it for search engines in order for your target audience to find your B2B blog (see my earlier post, “How to Use a B2B Blog to Win Customers and Influence Prospects”). Before you dive into the deep end of do-it-yourself (DiY) SEO, you should be aware of the two types of optimization tactics and they are:

  1. On-page or on site optimization
  2. Off-page or off site optimization (mainly link building, which is a topic for another post)

In this article, I’ll be focusing on a few DiY on-site optimization techniques for a WordPress business blog.

What is On Site SEO?

On-site SEO refers to changes that you can make within the code of your blog. You have full control over this SEO technique since you can add, edit code and content at anytime. Read more

The 6 essential rules of a website redesign – Ignore them at your peril

Is you current website an asset or a liability? Is it so outdated that you avoid sending prospects and customers to your site? It may be time to invest in your online presence.

The one thing that this recession has taught B2B marketers is to do more with less. This trend towards lower-cost content marketing is likely to continue well into 2010. It goes well beyond just cutting costs, today, it is more about accountability, analytics and engaging customers and prospects by using free or inexpensive social media tactics.

So, what should you do to revamp or redesign your current website? I’m not talking about a cosmetic facelift but turning it into a marketing powerhouse as you position your company for the recovery. Here are six essential rules that you should follow:

1. Optimize, optimize, optimize: That’s the golden rule of online marketing as is location, location, location in real estate. Unless your prospects can find your site when searching in major search engines, you are dead in the water. It is possible to do search engine optimization (SEO) by yourself but allow yourself time and there is a learning curve. Consider hiring a coach or an SEO expert to work up a strategic plan that you can execute.

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Driving Traffic to Your Homepage All the Time May Be a Big Mistake

You’ve read up on all the traffic generation tactics and optimized your site to rank high on major search engines.

You begin to see great results with hundreds of new visitors coming to your site everyday. You are excited until you see two key site statistics that burst your bubble. They are:

1. High bounce rate — is the percentage of single-page visits or visits in which the person left your site from the entry page. A high bounce rate generally indicates that site entrance pages aren't relevant to your visitors.

2. Low conversion rate — is the percent of site visitors who take a desired and measurable action. For example, fill out a form to download a white paper, register for a webinar, submit an order etc.

The above two web analytics are not mere statistics for your webmaster. They have a direct impact on your bottom line.

Why? Hordes of traffic that convert poorly are useless for generating qualified leads that convert well into paying customers.

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101 Tips from 50 Small Business Bloggers

I came across an incredible blog post recently that I think every small business owner should read. As an entrepreneur your days are probably packed with items that need your immediate attention. As a result, it becomes increasingly difficult to stay on top of things.

This article has actionable tips and advice from people like Seth Godin, Mark Cuban and Michael McLaughlin just to name a few.

Click here to read 101 Tips from 50 Small Business Bloggers.

Boost Marketing Results with Integrated Campaigns

Integrated campaigns could be the answer to improving your marketing results in this tough economy. It was one of the recommendations made by a panel of marketers and analysts at B-to-B Outlook 2009.

I am big fan of Integrated Marketing. See "Integrated Marketing – Creating and Delivering Compelling Marketing Messages that Sell" on our website.

Here's some good news to come out of the same conference. Bob Felsenthal, BtoB publisher and conference moderator said, “Our research indicates that 31% of b-to-b marketers plan to boost their marketing budgets this year, with 62% citing customer acquisition as their primary goal.”

Online advertising remains the fastest-growing channel for b-to-b marketers, although its growth rate has moderated to between 3% and 10% for 2009, compared with robust double-digit growth in past years, panelist Geoff Ramsey, co-founder and CEO of market research company eMarketer, added, “But flat is the new up.”

Read the entire news article here.

Should You Set Your Content Free?

I’m wrestling with this question on a site redesign project that we are working on. The client has co-authored a highly technical but a solution driven white paper. It is definitely a great resource for generating high-quality leads from their site. Should we put this valuable content behind a short registration form or make it freely available?

With the first option, we capture qualified leads but run the risk of losing some because of the extra step required. Setting it free would mean waiting for the interested party to contact the client. No doubt, it would be a warmer lead but would result in a wait and see approach.

I Googled my dilemma and came up with several posts on both sides of the argument. Here are a few of them:

What are you doing with your content?

Your Company Web Site Must Be the Hub of Your Online Marketing

Your company Web site is the top online marketing option when it comes to marketing to engineers, technical, industrial and manufacturing professionals. This is according to a new white paper from GlobalSpec called "Marketing to Engineering, Technical, Industrial and Manufacturing Professionals: What’s Working Best Today."

The white paper cites statistics from their recent surveys of their target audience, which show that:

  • 90% have used the Internet to find components and suppliers
  • 85% go online to obtain product specifications
  • 74% use the Internet to conduct research
  • 68% use the Internet to search for technical application ideas

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