12 Sep

How to get free advertising on Google (My Business)

That’s right. Advertise your business on Google — for FREE!

It’s called Google My Business, and it works because it puts your business on the map. The Google Map, that is.

Google My Business allows you to manage your business presence across Google, especially on Search and Maps. Here are some of the things it can do for you:

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03 May

3 Amazing Things Your Site Search Data Can Do For You

This is an excerpt from the blog post Using Google Analytics’ Site Search Tracking To Your Advantage

How Site Search Data Helps You

 

Your website’s site search data captures some powerful information that you can use to:

 

  • Discover new keywords
  • Identify where your users are having navigation challenges
  • Provide new ideas for blog posts or content

Let’s take a closer look at each of these:

Discover new keywords to use for content, SEO and Adwords

Remember, when people use your site’s search function, they use the search terms that are meaningful to them. And those terms will be very similar if not identical to the ones they use in their Google searches. So make sure you’re targeting those keywords and keyword strings in your content, ads and search engine optimization tactics.

Identify where your website users are having navigation problems

If people are often searching for the same information on your site, then that information is probably hard to find. If you have content on your site that ties to the commonly searched keywords, you may need to reorganize your site to make that content easier to browse.

Get good ideas for new blog posts or content

Google Analytics’ Site Search Data tells you what people are looking for on your website. Why not give them what they want? If their search terms are relevant to the products and/or services your provide — and they likely are — why not write a blog post, develop some content or create resources that target that topic area. You’ll be demonstrating your knowledge and expertise, catering to your potential customers’ needs, and boosting your search engine ranking.

12 Apr

Using Google Analytics’ Site Search Tracking to Your Advantage

 

Are you looking for new SEO keywords to target on your site?

Or trying to find ideas for new blog posts?

Would you love to know more specifically what people are struggling to find on your website?

Well Google Analytics’ Site Search Tracking can give you answers to all of those questions.

Here’s how:

Your website’s search function is a bit like a knowledgeable and helpful store clerk who tells people where they can find the things they want when they’re shopping. And by extension, that knowledgeable store clerk also learns more about your customers and more specifically what they’re looking for.

If you configure it to do so, Google Analytics will track every term that’s entered in your site’s search function, as well as how many times each term is entered. Here’s an example of what the tracking looks like:

Site Search Function in Google Analytics captures lots of useful information.

Now here are some of the things you can do with that information:

Discover new keywords to use for content, SEO and Adwords

Remember, when people use your site’s search function, they use the search terms that are meaningful to them. And those terms will be very similar if not identical to the ones they use in their Google searches. So make sure you’re targeting those keywords and keyword strings in your content, ads and search engine optimization tactics.

Identify where your website users are having navigation problems

If people are often searching for the same information on your site, then that information is probably hard to find. If you have content on your site that ties to the commonly searched keywords, you may need to reorganize your site to make that content easier to browse.

Get good ideas for new blog posts or content

Google Analytics’ Site Search Tracking tells you what people are looking for on your website. Why not give them what they want? If their search terms are relevant to the products and/or services your provide — and they likely are — why not write a blog post, develop some content or create resources that target that topic area. You’ll be demonstrating your knowledge and expertise, catering to your potential customers’ needs, and boosting your search engine ranking.

Setting up Google Analytics’ Site Search Tracking is quick and easy

It takes about two minutes to set up Google Analytics’ Site Search Tracking. Step by step instructions and a demonstration video are on the Bird’s Eye Marketing YouTube Channel.

19 Jun

Staying on message with an external thought leader

Having an influential industry expert agree with your ideas and philosophies is powerful thought leadership marketing .  However an external thought leader can also carry a a double edged sword if you don’t check everything out.

Sometimes other people say things we wish they hadn’t.  Like the time I recruited a well-respected industry thought leader to speak to some customers about a problem they needed to solve.  The audience found the presentation helpful and actively engaged in an open discussion. 

Ouch – I wish they hadn’t said that

Then it happened  …. A completely unexpected question came about something our product could not do well.  The Thought Leader went into a long and detailed explanation why that was a great question, and something some buyers should to be concerned with. 

Needless to say we did not look good, and needed to explain our good reasons for not adopting this particular functionality instead of focussing on the issues we came to discuss.

Ensure compatibility

Your products and services adhere to your way of solving a business problem.  A thought leader’s impact on lead generation is directly proportional to the degree of overlap between their philosophies and your product’s functionality.  A high overlap the greater the impact. 

It is unlikely you will get 100% overlap, so it is vitally important to:

  • Understanding where the differences are is vitally important to avoid embarrassing situations. 
  • Agree how to handle circumstances that arise where your differences will be obvious.

Preventative action works well

Prior to joining together for a conference, webinar, whitepaper, be sure to give the Thought Leader a product demonstration so they can see exactly how it works.  During the demonstration be prepared to stop and explore your differences and clearly understand each other’s positions. 

Sometimes it is more advantageous to “court” thought leaders slowly so there is more time to get to know one another.

18 Jun

Traps to avoid with an internal thought leadership marketing strategy

Just about any business has at least one subject matter expert – a person with experience and expertise about a business problem target buyers are trying to solve.  Presenting their expertise to the target buyers in the form of thought leadership marketing strategy will trigger more invitations to target buyer short lists.

Deploying an in house thought leadership program comes with a couple of trap doors to avoid: The target buyer’s perception of a hidden sales agenda, and resisting the urge to pitch.  When building your thought leadership content here are was to side step the these trap doors:

Avoid the hidden sales agenda of thought leadership marketing strategies

When company thought leaders offer expertise there is a credibility gap – they are trying to sell their products.  It’s true they are.  However, my experience has been the opposite when the thought leader’s content is factually accurate and useful, target buyers quickly accept the implicit understanding that a commercial relationship could form.

One technique to partially overcome the perception that your thought leader is a sales person in disguise is to create a bit of separation between the individual and the company brand – independent blog site for example.  “Brand” the individual as a thought leader, separate from your company.

Just to be clear I am not advocating that businesses disguise their thought leader is also an employee, in fact just the opposite.  The company does need to give their thought leader the platform to deliver content as their own however.

Resisting the urge to pitch

There can be a strong temptation to insert product messaging and benefits into what is positioned as thought leadership content.  Think how frustrating it is being at a presentation you thought would be informational and it turns out to be a sales pitch.   Credibility is lost, and your thought leader is now perceived as a sales person instead of a thought leader.

Separate marketing and thought leadership messages

Marketing messages are designed to position products and their features.  Thought leadership marketing demonstrates your company’s subject matter expertise.  When your internal thought leaders mix the marketing message into their thought leadership message they lose credibility, so keep marketing messages out of thought leadership messages.