Pay-Per-Click or Pay-for-Content: Which Strategy is Right for Your Business?

July 27, 2011Joanne CostinLeave a comment

A client recently asked about investing in pay-per-click advertising vs. investing in content to improve organic search rankings. While every marketer’s situation is unique, here are some of the pros and cons of each strategy.

With Pay-Per-Click the Rewards are Immediate

The biggest advantage of pay-per-click advertising is that results are immediate. Paid placement can immediately get your business on page one of the search results for your keywords. So if time is of the essence and you need a quick burst of traffic to your site, there probably isn’t a better investment. However, keep in mind that the results are fleeting. Stop advertising and the traffic stops coming.

Content Marketing Pays Off in the Long Run

Contrast the immediacy of pay-per-click results with the slow but steady return on an investment in content. In addition to the traffic generated today, a blog post carefully written around your keywords will continue to draw traffic long after you pay a writer. For example the post “How to Find Credible Sources for Articles, Blog Posts and Whitepapers,” continues to draw a steady stream of traffic to Content for Biz, since it was first published March 30.

In study after study, organic search results are clicked more often than paid results. Organic search results are perceived to be more relevant and trusted. And over time, quality content can deliver page one placement for your keywords.

Are you hurried or patient? The choice is yours.

Content Strategy for Information Overload

July 25, 2011Mary KlestLeave a comment

To be memorable, studies show your website content should encourage some contemplation and reflection. Saving the best for first positions your content well for rapid readers. It also provides the reader with context.

List Six Traits You Like About Your Customers

July 22, 2011Mary KlestLeave a comment

Going from pain to passion requires uncovering what traits you like most about your customers and what your customers like most about you. I discovered in informal interviews with B2B companies that these were traits they liked best in their customers.

B2B Landing Pages That Deliver

July 21, 2011Joanne CostinLeave a comment

Ask any business owner if his website is delivering for him, and he cares about one thing: leads. “How do I know if someone is contacting me from the website,” asked one business owner recently. Website traffic is worthless if you aren’t able to convert visitors into something of value to your boss.

Traffic is converted to a lead when the B2B marketer captures the visitor’s contact information on a landing page. Unless visitors are convinced you have something they need and want, it’s not likely they will give you their email or contact information. Thus the goal of a landing page is to convert those visitors to leads with a clear and compelling offer. Follow these best practices for the best results.

Keep it Simple

Make one offer, and one offer only. Multiple offers only serve to confuse. Strive for clean navigation that points the visitor to the desired action. Keep enough white space, so that your message can easily be scanned.

Keep it Direct

The headline should offer a clear benefit. This is not the time to be clever. Your goal is to be understood. Answer the obvious questions in clear and concise bullet points. If your prospect is on the fence, what would be the one thing you would say to convince them? Consider a testimonial to instill trust and confidence.

Make the Button Big, but Keep the Message Soft

Users should intuitively know where they need to click to submit their information. Avoid words like “Buy” or “Subscribe” as these words can lower conversion rates. Studies show softer calls to action such as “Get Started” or “Try it Now” work better.

Landing pages are one of the most important features of your site, so give them your attention. Without a good landing page, you can’t deliver on the only measure of success that your boss or business owners understand: leads.

Prepare Content Before Facebook Business Page Setup

July 18, 2011Mary KlestLeave a comment

Before creating a Facebook business page it is a good idea to know what content you will need. Think ahead about which photos, text, slides, or video will represent your company well.

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