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Content Marketing… Social Sharing… And How It Will Actually Work FOR Your Business!

Almost every one of us who have and run an online business have seen the ever popular “content marketing” buzz going around, right?  But what does it really mean, why does it matter for you and most importantly what should you NOT do.  Great questions.

Many of us have seen the Google + button and the “Search Plus Your World” stuff on Google, right?  So how does it really affect your website?  If you’ve been following us for any time now you know that we’re totally against “fluff’ and all for ideas, tools and strategies that will actually make you more money each month!

I’m sure by now we all know that social messaging and the opinions of an individual’s network will have an increasingly greater impact on your customer’s search results.  When an individual visits a webpage, a savvy website owner will give them the option of “publicly recommending” them on Google with the click of a button.  What this does is tell Google that actual, real visitors have found value in the content provided by this website which is Google’s number one priority; quality search results for searchers. 

Google gathers this “real-time” social data and uses it to determine the relevancy and value of a specific website and its content.  Websites that are “tweeted”, “liked” and “+1’ed” will garner more and more attention from Google’s bots than ever before.  It’s kind of like word of mouth for savvy search engines.

You absolutely must have a Google+ profile (if you haven’t done this already you must have been under a rock for the last 2 years).  Considering that the new Google search plus your world does not include Twitter or Facebook (Google’s attempt to shift visitors over to their platforms), it looks like if you want to be considered by Google, you’ll have to set one up – and start being included in some influential circles on their platform.  

Serve Your Customer First… Second… AND… Third…

We say it over and again here at Marketing Your Purpose, “Content is King” but it has to go a little further than that because we see so much “crappy” content (as you’ll see below).  Make sure to focus your strategy around quality content that your visitors and followers will actually find value in and want to “recommend” and “like”.  Don’t be afraid to have some fun.  People love humor and fun things and they love to share and recommend these types of things to others.  Mixing in a “social” aspect to your content strategy is sure to increase your exposure and give your audience a reason to share your goodies.  After all that’s what we’re after isn’t it?

Sharing leads to connections which brings in new leads (leads that are actually interested in you and what you have to offer) which leads to new business.  This is a very effective “top-of-the-funnel” strategy that’s proven to generate great results.

PEOPLE first ~~~ Search engines second

There are millions of ways to drive traffic to your website that don’t involve search engines. Of course, taking the time & effort to optimize is smart… but just don’t consume yourself, your energy, and your entire biz trying to build something that will or will not impact Google.  Everything you say and do should and must always be completely customer centric.

So now I want to get real.  We’re all about being real,  challenging our clients and helping people recognize where and how they can improve so as Bill O’Reilly would say…

CAUTION… You’re About To Enter THE No-Spin Zone…

The other day I was doing a little market research and competitive analysis and came across something locally that really pissed me off.  While reading through the blog of a company that offers “online marketing” services I saw this as the first sentence:

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I’m certain that as you read that it is clear where the problem is.  Who the heck would say “Melbourne, Florida internet marketing” strategy in a sentence?  It doesn’t even sound right.  You see their purpose is to “stuff” keywords into this first paragraph NOT provide actual value to the reader and it ends up reading very funny and winds being of no real use to me or any other reader.  Google has this to say about “keyword stuffing”:

“Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose). Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context. Source – http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66358

As I continued to read this article I couldn’t help but notice that it was just a bunch of rehashed “information” that I could get at a hundred other websites.  Now this wouldn’t be so bad if this was a news based site or a site that provides tech info but this is a site for an “internet marketing” company and I can clearly see that the most basic principles of results driven internet marketing are being ignored in favor a short-lived “Google ranking”. 

I couldn’t help myself when I saw this and as I began to explore this site even further and looked at the services they offered I just got even more pissed off.  If there’s any one thing I just can’t stand in business it is when solo-preneurs and entrepreneurs are doing a dis-service to their customers.  Do I think they do it on purpose?  Definitely not!  But the customers and clients are still paying these “experts” and then after a few months of no or mediocre (at best) results these customers are mad, frustrated and jaded believing the entire “internet marketing” community is full of it, when it’s just not true.

There Really Is a “Right” and Wrong” Way…

Now, you may be wondering, “So what dude! Let them do whatever they want.” And I would agree with you wholeheartedly but what prompted me to write this was when I thought about the customers and clients.  If this is what they are doing with their OWN content and marketing I can only imagine what their clients are getting. 

Real, genuine, results driven online marketing is all about providing amazing value and a top quality user experience to every person your business touches.  Period.  That’s it in a nutshell! 

The businesses that succeed online, grow amazingly loyal fan bases and grow by leaps and bounds are those that continue to provide value to their customers and followers.

If marketing or sales seems uncomfortable or “weird” to you, don’t worry, you’re not alone.  Almost every entrepreneur and solo-preneur we have worked with in both group and 1-on-1 coaching has expressed this sort of ‘negative’ view of sales and marketing but the truth is sales and marketing are the lifeblood of your business.  After hearing these things from our clients for so long we decided to create a program that deals with these exact issues and help people break through these limiting ideas and beliefs.

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