Tag Archives: Inbound marketing

Since Content is King, Use it Wisely; Syndicate

Since the paradigm has shifted from 100% “interruption marketing” (i.e. commercials and advertisements) to a balance of that and “inbound marketing” (marketing by attraction) the need to produce and disseminate great content has become paramount.

Nobody wants a Billy Mays spewing product features in their face any more.  What people appreciate is honest information delivered honestly.  The theory is that if you deliver enough of this great information, when people have to make a buying decision regarding that particular field, they will consider you the expert and at least consider making their purchase from you.

Step one, then, is to create helpful content in a form from which your target audience can most benefit.  That in itself is a formidable task, but then what do you do with this great content once it is created?  You can post it to your website, either as an article or a blog, but that assumes that your prospects are indeed visiting your website.  If your goal is to draw prospects to your website, there needs to be more distribution.

Broadly put, you need to syndicate.  There are now hundreds of “social media” sites, dozens of guest blog sites, and myriads of press release and article publishing venues.  It would be impossible to fill out the profiles and establish accounts with all of them, so the first task is to prioritize which ones are most effective, and affordable.  Most of the social sites and blog sharing ones are free, but press release publishing can be relatively expensive.

Once you have made your decision regarding budget and time, you need to establish you profiles and accounts.  I provide my clients with a standard summary page that has been optimized to contain the keywords that are most relevant and competitively available for their business.  Then, with the help of Chrome, it becomes a relatively simple matter to establish these accounts; fill in all the contact data, and paste in the summary and you have an account.

Now comes the fun part.  Instead of taking your story or article and pasting it into 10 or 50 accounts,   syndicate it so you post it in one place, and it goes out automatically either as an RSS feed, or is posted automatically on all of your other accounts.  WordPress has the ability to set up your blog posts so they go out to several accounts under the “share” button on the left sidebar.  There are several other sites where you can set up your slave links to receive your posts automatically.  There are some things that you will still have to do by hand, like posting to LinkedIn groups, but this gets your message out to tons of “followers” with a minimum of effort.  The key to keeping yourself “top of mind” is not running in circles spending your day on the internet.  Being a though leader requires you to get out from behind the desk and out with your “peeps.”  This is a great way to free up some time to do just that.

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Free Sex, Money, and Food!

Anything to sell “America” right?  Well not any more.

Last night I was at a dinner party and someone asked me what exactly I do.  The response was my standard 30 second elevator pitch about turning websites into lead generating machines, and getting them found on the web.  The message was not getting through.  My lovely and attractive wife decided that the rectification of this anomaly was more important than my sleep this Sunday morning, so I am now awake, wide eyed (THAT is a joke) and bushy somethinged.   Anyway I am sitting at my keyboard determined to explain this thing without using acronyms like SEM, SEOPPC, CPL or any of what has become my world of late.

A little brief background.  Companies like Colgate PalmoliveCoca Cola, and McDonalds used to take hostages every Sunday night.  As the family gathered around the Ed Sullivan “really big” show we became a captive audience for the 30 second spots that came in succession every 15 minutes.  Even if we left the room for a glass of water, the TV was still on.  This is called interruption marketing.  The advertisers would pummel  you with  their sales pitch in the middle of your program by interrupting you.  They offered everything from “performance enhancement,” to self improvement and training, to cooking and food products. The headlines and punch-lines were much like the title of this post.

With the advent of Tivo, Netflix, and On demand programming this has become far less of a factor.  The commercials are still there, but we pre-record programs so that we can fast forward through those spots, or purchase content that doesn’t have them at all.

With the advent of the internet more people search for their products on their monitors than their TV screens.  More people actually shop on the internet than in stores.  The way people “find” your products on the internet is the result of a “search.”  They literally type in a few words to Google, hit “enter” and the resulting information is what the searcher is able to process to find their products.  The goal of today’s advertisers is to be “found” on the internet as a result of this search.

Inbound Marketing can be loosely defined as getting your customers to come to you, as opposed to going out and finding them and clubbing them over the head.  The key to getting them to come to you is the following two things:

You must have a location for them to find. We call that a website.  Your website needs to have actionable items on it.  We call that a call to action.  More than just an informational brochure, you need to have a purpose for people when they arrive at your site.  What do you want them to do?  Be specific.  Words like “click here” or “sign up” or “get started” help people make the decision you want them to make.

The second parameter is making your website findable by the “search engines.”  These tools, (like Google, Bing, Yahoo, Ask, etc.) decide what the searcher sees after typing in their key words for the search.  It is your goal in life to be among the first results.  This is achieved by “optimizing” your web presence.  You have to get enough relevant “content” out there that the search engines recognize you as a leader for those key words.  This is done through the aggregate mass of all that you contribute to the “web.”  Every time you publish a blog, newsletter, press release, post a page of content on your website or make an entry on a social media site, the key words that you use in your writing form a profile of your web presence.  The number of times that you write about a subject has a large influence on how highly you are ranked in the search.

There are other factors, such as the people that are linked to your site, the length of time you have been active, other competitors, etc.  but the key is this;  If you run after customers and try to club them over the head like it is 1965, they will run away.  If you make yourself attractive to customers they will flock to you.  This is the goal of inbound marketing. This is what I do.

I fix websites so that people want to buy what you have to sell, then attract people to those websites using linked social media sites.  You only have to write one blast, and it automatically gets published on WordPress, Twitter, FaceBook, YouTube (if it’s a video) and LinkedIn.  It’s easy, painless, and best of all, once you set it up, it’s all FREE!

If you would like to learn more, Ping me @


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