Tag Archives: search engines

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White papers are more commonly used by B2B companies than B2C companies. This is because B2B companies are ready to dedicate their time to find out more about the solution and the product. Every B2B company needs a white paper to help market itself better.

Some of the points you need to keep in mind while creating white papers are:

1. Avoid direct selling - When you write a B2B white paper you need to forget about directly selling your services. B2B white papers only work when you sell your services in a subtle manner. You can write it persuasively, but you need to forget about using testimonials, call to actions that pressure readers, etc.

You might think that this indirect way of selling will not work, but when it comes to white papers subtle selling works really well.

2. Address it to a single person - Many writers think that when you write it for a business you’re writing for a whole bunch of people together and they need to address them as a group of people. It’s true that many people are going to read it, but they’re going to read it alone. You won’t have a group of people reading it together. This is the reason why you need to address your reader as a single person with a “you”.

3. Keep it simple - It’s is common for businesses to use hard to read language in their white papers as they think that it reflects on the company. They think that making the white paper hard to read will make their company look sophisticated. But using complicated words could actually work against you.

Your white paper is normally 6 to 14 pages long. It could take a lot of time for someone to read it and people who normally read white papers are busy decision makers. They are looking for white papers which are simple and quick to read. If they read a white paper that is hard to understand and keeps them visiting the search engines for answers and making it longer to read the white paper, they will just abandon reading it.

This is the reason why you need to simplify the writing and look up meanings for every word and write it in a detailed manner. This will make it easy to read and more busy decision makers will read it completely, which will give it the opportunity to do its job of generating leads. ...continue reading

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Setting up your online shop for search engine optimization is a crucial part of making it a success. There are certain characteristics of web pages that the search engines view favorably, while there are other characteristics that they do not. Knowing what these are and tailoring your online shop presentation to be viewed favorably will land you higher in organic search results than a site or online shop that has not taken these important points into consideration.

If you're just now beginning to set up your online shop, this is the best time of all to review these points. If your online shop is already open, it's certainly not too late to make some key updates to your website and its item listings.

A few important points about SEO:

First, the search engines don't officially publish a rule book on how they evaluate web pages. However much has been researched and published on what they look for and many characteristics are clear. It's also important to note that the search engines are constantly updating their algorithms and strategies in a quest to deliver the most relevant, high- quality search results. The points covered here are those that are not likely to change in the near future.

It's also important to remember that you are not just setting up your shop and its listings for the search engines, but equally important is for it to be attractive to online shoppers as well. Setting up your shop with both groups in mind is the ideal. ...continue reading

If you’ve taken the big leap and joined the ranks of the online video marketers, congratulations! The first video is always the most difficult.

But now that you’ve produced your first video, what’s next? How do you not only maximize the marketing from that video, but also create new video marketing opportunities? Unless you want to succumb to the dreaded “one and done” syndrome, you’ll want to create a strategic marketing plan for using video regularly in your business.

As with any plan, you must begin with the end in mind. What are your business objectives for video? Is it to grow your list? Build your brand? Drive more web traffic? Enhance your credibility? Your goals will determine your direction.

If you said “all of the above” to the video goals we just listed, here are some ideas for maintaining your video momentum…

1. Create an “expert tips” series to share your expertise. Short, 1 – 2 minute “how to” videos are a great way to increase your credibility and expand your influence.

2. If you’ve got a blog, add a videoblog post every couple of weeks. The search engines love video, and your readers will be treated to a dynamic change of pace from your traditional blog posts. Extra bonus: Video is much more personal and compelling than print alone!

3. Get some face time. Use a personal video message or video email to go “face to face” with your clients or prospects. Sending a video greeting, birthday wishes or a thank you video have much more impact than yet another regular email. If you want to stand out and be memorable, use video! ...continue reading