Posted on | April 4, 2014 | No Comments
There are plenty of things a professional SEO website copywriter can do for any business: write engaging landing pages with compelling calls to action that grab visitors’ attention; ensure your target keyword phrases are included where they need to be, so you’re getting targeted traffic from actual customers and decision-makers; keep your blog updated to that your website stays on top of the search results — and a bunch of related things, to boot. That’s serious marketing value.
That said, a copywriter isn’t a magician, or even a creative fiction writer (OK, they might be on the side — but that’s not what companies pay them to do). A copywriter can’t just make up stuff out of whole cloth. They have to do their research; in fact, the research phase is where they’re likely to spend most of their time, reading articles, interviewing folks and probably checking your proprietary documentation so that they can write knowledgeably about your business. Read more
Posted on | March 21, 2014 | No Comments
Viruses on your computer are bad. Going viral with your web marketing campaign is good. From the sheer quantity of web memes and online communal tomfoolery, you might think it’s easy to accomplish. In fact, it’s hard to hit that sweet spot. It’s even tougher for a commercial message to catch on and earn your company the big bucks.
The Wharton marketing professor Jonah Berger collaborated on a noteworthy paper in this area, asking, “What Makes Online Content Go Viral?” (which he later parlayed into a book, “Contagious: Why Things Catch On”). The paper uncovered three commonalities of contagious online material: Read more
Posted on | February 25, 2014 | No Comments
About three months back, I wrote new SEO website content for a Vancouver Design-Build firm that was having trouble getting new leads, much less landing new clients. Earlier this month, I got an update from the happy client:
“We’ve had 8 calls from very hot prospects in the first few weeks of February alone. We had 14 leads from phone calls all of last year. We’re very, very happy with the results. The new website content is working brilliantly.”
They’re celebrating their newfound success with a vacation in Hawaii.
Posted on | February 3, 2014 | No Comments
The Canadian government delivers a fabulous case study in how not to use Twitter. Via the CBC:
Most 140-character tweets issued by the department are planned weeks in advance; edited by dozens of public servants; reviewed and revised by the minister’s staff; and sanitized through a 12-step protocol, the documents indicate.
Public servants vet draft tweets for hashtags, syntax, policy compliance, retweeting, French translation and other factors. Policy generally precludes tweeting on weekends, and the minister’s personal Twitter handle must be kept out of departmental tweets, though his name and title are often included.
The resulting tweets read like stiff public service announcements, such as this October example: “Browse the Mobile Protection Toolbox to learn facts & find .tips to protect yourself. .GetCyberSafe,” with a link to the department’s website.
Which begs the question: what’s the point of it all? Read more
Posted on | December 19, 2013 | No Comments
I recently had the chance to give a talk to a group of business reps in Vancouver about what’s new in SEO, website marketing, social media and the rest of it. They were eager to get the information, but I got the feeling a few times during the presentation that I was letting some of them down — as though some were looking for that one secret giant-killer SEO tactic that was super-easy to implement and would give them instant ROI for their business.
I had to let those ones down gently. SEO, social media and the rest of it are getting easier to implement in some ways — but at the core, the way to reap benefits from online marketing hasn’t changed much in the last year or two. If you want to get results from your business website, you still need: Read morekeep looking »