eBusiness Blog

10 Best Practices for a Compelling About Page that Works

10 Best Practices for a Compelling About Page that Works

Could you be turning off visitors on your website without even knowing it?

Unfortunately that’s exactly what many online business owners are doing on their websites.

When you think about it, people perusing your website are potential clients deciding whether or not to call you or purchase from you. They’re looking for a reason to like you… are you qualified to help them? Will you solve their problem? Will you relate to their needs?

And having a properly done “About” page helps visitors answer these questions.

After reading this article, you will be inspired to take a look at your existing About page, or put one up on your website if you don’t have one, and ensure you have the best practices in place to showcase not only you but your business too.

Do you have an effective About page on your website? Leave a comment below and tell us why!

It’s about them, not your personal resume

When writing your About page, you want to put yourself in the mindset of someone learning about your business for the first time and ask yourself “what would I want to know about this person or business?”

The answers to that helps you create compelling content for your about page. Here’s 10 tips that will help you know what to include in your About page for your website:

  1. Consider its Importance – Know that your About page is often the most visited page of your website. This critical content is key to building trust, credibility, and boosting conversions.
     
    If you don’t have an About page, it’s time to develop one. And if you do have an About page, review it to see how you can enhance it to make it more connective with your audience.
  2. State your Cause – Many consumers today are socially conscious.  They want to know ways that a company is making a difference in their communities. In fact, many consumers will go an extra mile or pay more for products and services from companies who support environmental and social causes that they care about.
     
    If your company doesn’t currently support any philanthropic efforts, now is a good time to align yourself with a cause and share about it on your About page.
  3. Distinguish Yourself; share what sets you apart. Are you specialized in your niche? Have you earned notable awards? Do you have a unique approach? Do you serve a specific geographic region? Tell the reader what your unique selling point is and why they should choose you over the competition.
  4. Keep it Consumer Focused – While you are writing about your company and what you do, it’s more important to write in a way that shows how all of that benefits the consumer. In reality, your About page is not at all about you – it’s about THEM and how you can best serve them. Remember: Features tell, but benefits sell.
  5. Tell your Story – Engage with consumers emotionally by sharing your story.  Write in first person and make it interesting. Show your personality and share what inspired you to start your business. Who is your mentor? Why are you passionate about this field of expertise? Reveal any turning points that truly transformed what you do and helped you create your unique approach. Tell about the results you have helped others to achieve.
  6. Build Credibility – Tell potential clients how you’re qualified to help them. Your About page allows you to not only share your expertise but also introduce your team members and their credentials.
     
    You also want to list any media mentions your company has received,  any professional or business associations your company is a member of and share any books you have written.
  7. Get a Little Personal – If you are a small business owner or entrepreneur, people want to know the person behind the business. Tell us about your experience and background. Share personal tidbits like what you do when you aren’t working, where you live, and who you live with (spouse, kids, pets).
     
    These juicy tidbits create strong connection points.  If you share that you are a crazy cat lady, you’ll be an instant hit with the cat lovers in your fan base.
  8. Add Photos – If you are a solopreneur, be sure to add a professional headshot. Hiring a professional photographer will ensure you have a nicely framed photo with good lighting.
     
    This is also an opportunity to have a more relaxed picture that shows your personal side but it still needs to reflect you in a positive manner so that people can maintain that professional image of you. It may be an outdoors picture or show you doing your favourite hobby.
     
    Larger businesses can have a group photo and even have each of the employees share a little bit about themselves that reflect their personality.
  9. Update it Regularly – Review your About page regularly to make sure it still reflects you and your business accurately. You may have had staff changes or perhaps there are new awards or credentials to list.
  10. End With a Compelling Call to Action – Every page on your website should have a call to action. Ask visitors to take the next logical step to doing business with you. Share how they can find out more, get a quote, or get started today.

Bring in the Professionals To Make Your Business Shine!

Writing about yourself is hard; I’ve worked with many clients who have said writing the About page was the toughest piece of content to write for their website. If you are not a star writer it may be time to hire a professional.

A marketing firm can write an About page that will set you apart while building the credibility and emotional connection needed to compel people to want to do business with you.

Does your About page need a little work to take it from boring to compelling? Share in the comments section below your biggest takeaway after reading this article.

To your success,

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Marketing eTip: How To Build Credibility And Get More Clients

Today’s eTip is about building credibility…

A great way to get more clients is to build your credibility as someone who knows their stuff in your industry.

Listen to today’s 1 minute tip that shares what you can do to build that credibility and get more clients as a result.

As an entrepreneur, a great way to get more clients is to build your credibility as someone who knows their stuff in your industry. And a great way to establish this credibility is through blogging.

Having a blog and consistently writing informative articles that showcase your expertise will develop a deeper relationship with your followers and as a result, they will get to know, like and trust you more and more.

When that happens, they are more likely to do business with you if they are in need of your product or services.

I’d love to hear your thoughts on this – Do you blog on a consistent basis? If not, share below your reasons why or if you have a question, I’d be happy to answer.

To your success,

P.S. New to online marketing or you find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.

CLICK HERE: www.socialblastcoaching.com

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Why Time Management Tools May Not Solve Your Productivity Challenge

Why Time Management Tools May Not Solve Your Productivity Challenge

There are many time management tools and productivity hacks available on the Internet these days. It seems the more time-poor we get, the more we try to use those tools and hacks, the more overwhelmed we become!

  • Managing our time well doesn’t mean we are being effective and efficient. If you manage your time well checking things off a to-do list that doesn’t matter or contribute to the growth of you – whether it’s personally, for your business or career – it’s still time wasted.
  • To make sure we are being productive on the right thing, we have to figure out our vision and goals, then find our strength so we can use the most efficient and effective means to help us get where we want to go.
  • Being efficient and effective is not about having a cookie-cutter blueprint or a me-too tactic. You need the right strategies and a customized plan to give you the biggest bang for you time- and energy-bucks.
  • The best way to make your business and life run efficiently is to tap into your strength, and design structures and systems to maximize the income-producing potential of your strong suits.

It is easy to talk a good game about tapping into our strengths and being in the flow. But putting it into practice can take some mindset muscle.

Growing up, many of us were conditioned to be “humble” or not to show off our strengths. A lot of times, we discount ourselves thinking the things that come so naturally to us is not valuable, it is “just how things are done.”

As a result, we are not deploying our genius in a way that will make our lives so much easier, while at the same time generate more income.

We have to stop beating ourselves up for “not measuring up” in areas that are not our strengths. We have to stop fearing that we are “not good enough” because we are not “well-rounded”. We have to stop feeling that we have to do everything everyone tells us, and excel in every single one.

Stop spending time, energy and money on making your weakness “better.” It will be mediocre at best and mediocrity is not where you excel.

If something is not your natural strength, you can outsource it. You can find a partner with complimentary talents. You can structure your business so you spend minimal time in those areas.

But it doesn’t mean you look the other way. Knowing your challenges can help you set up systems and routine to mitigate those weak links.

Over to you – how can you structure your business to tap into your strengths so you can be more effective and efficient? Share with us in the comments below!

About the Author, Ling Wong

Ling Wong

Through her unique blend of Business + Marketing coaching with a Mindset + Psychic Twist, Ling Wong helps Maverick Entrepreneurs nail their message, claim their superpowers and muster up the GUTS to monetize their Truth so they can build a purposeful and profitable Personality-Driven business that is a full expression of their creativity and individuality.

Ling helps her clients claim their entrepreneurial identity and architect their personal brand story, then translate them into offerings and marketing communication that sell through her intuitive yet rigorous iterative process born out of her Harvard Design School training.

Find Ling and download her free "Monetize Your Truth" Mindset + Marketing training bundle at
www.business-soulwork.com/gift/


Small Acts of Kindness That Grow Your Bottom Line

Small Acts of Kindness That Grow Your Bottom Line

Have you ever gone out of your way to make someone feel special?

When Daniel and I were involved in KindActs, a local Random Acts of Kindness Foundation chapter, it was our mission to spread the word on how powerful acts of kindness can be on others.

It’s a subject I’m passionate about because growing up was not easy for me. I was bullied at home and at school where I received, on a daily basis, very convincing messages that I was a freak, insignificant, and unworthy.

A recent birthday celebration reminded me of my sixteenth birthday when I was feeling all of those things. I remember my Mom presented a frozen McCain cake with the birthday candles on it. Message I received: I’m not worth the bother of baking a cake. (Back then, cakes were typically home baked, not bought, especially not frozen ones!) I recall my brother’s gift was an unwrapped, opened can of tennis balls with a bow stuck on top for good measure.

Now before you question why my childhood trauma has anything to do with your business, bear with me, there’s a point to my story. After you finish reading, you will have a clear understanding on how kindness and making people feel special can make a huge impact on your business success.

Back to my birthday… once the obligatory birthday song and cake eating was out of the way, I was left to watch TV by myself.

By now, being a teenager once yourself, I’m going to assume you are aware of my state of mind at this point. I was feeling pretty worthless and wallowing with the fact that there were very few people in my life who cared that I was born. A bit melodramatic? Of course, I was a teenager!

But then an act of kindness happened that changed everything.

My brother’s friends Simon and Dan showed up and noticed the half eaten cake and saw that it was my birthday. Keep in mind these guys were 4 and 5 years older than me and I was just Kelly’s kid sister so there was no expectation of anything from them but what they did next turned my gloom into absolute joy.

They immediately got into celebration mode and sat beside me on the couch, put their arms around me and sang “happy birthday” as loudly as they could.

For that moment I felt special… that someone cared. My smile couldn’t have been any bigger.

I’ll never forget it for as long as I live.

I guess you’re wondering what does that have to do with business?

Absolutely everything.

Create Lifelong Customers At An Emotional Level

People don’t forget when someone else makes them feel special and as a business owner, isn’t that what you want? For people to not forget about you?

Doing a quick Google search reveals lots of reports that support how acts of kindness positively affects business growth.

Henry Mason, head of research and analytics for TrendWatching.com, says: “For consumers long used to – and annoyed by – distant, inflexible, self-serving corporations, any acts of kindness by brands will be gratefully received. For brands, increasingly open communications, both with and between consumers (especially online), means it’s never been easier to surprise and delight audiences; whether sending gifts, responding to publicly-expressed moods or just showing that they care.”

With that in mind, when was the last time you purposely performed an act of kindness for a client, prospect or associate and showed them that you cared?

Kindness Doesn’t Have To be Extravagant

Over the past couple of Christmases, the WestJet airline has conducted extravagant acts of kindness where they interviewed people at the airport and asked what they hoped Santa would bring them that year. When the passengers arrived at their destination, their “wish list” gifts were there waiting for them!

How cool is that? Sure, it was all done for publicity but you’ll be hard-pressed to find someone say something negative about the WestJet brand after witnessing an act of kindness like that.

But not all business budgets can accommodate such an enormous gesture so buying presents for airline passengers aside, here’s some ideas you can use to make someone feel special in  your day-to-day business activities:
 

  • When you know someone is having a bad day (thanks to Social Media, this information can be readily available) send them flowers, a chocolate bar or even just an e-card letting them know you’re thinking of them.
  • The next time a client calls you on the phone, make them feel special by asking them something about their life that you remember from a previous conversation.
  • Create a “Client Appreciation Day” and do something at a local level or virtually to give thanks back to the people who have been supporting your business.
  • The next time a prospective customer contacts you, make them feel special by letting them know how truly honoured you are that they reached out to you.
  • Find opportunities to give compliments to anyone you meet throughout the day.
  • The next time you go to a networking event, go with the intention of making as many people as possible feel special.

 

Then watch what happens; both to you personally as well as professionally.

People don’t forget how special you make them feel. Ever.

These are just a minor sampling of ideas that you can incorporate to your company culture and whether they do business with you (again) or not, your actions could very well make a similar impact on them that Simon and Dan did on me. That alone makes it very much worthwhile.

What Acts Of Kindness Look Like

When I was a Mary Kay consultant, it was drilled into us during new consultant training to pretend everyone we met had a sticker on their forehead that said, “make me feel special.”

A great business example of this was when I was working at an answering service years ago. Each year our boss had us submit a list of our favourite clients. (And guess what? Those names were submitted because THEY made US feel special each time we answered the phone.) After compiling the list, each favourite client received a can of mixed nuts in the mail with a thank you card telling them that we were “nuts” about them.

Do you think they felt special receiving that small act of kindness package? You bet they did!

My father in law had an incredible knack of making people feel special. His incessant curiosity about everything that was going on in your life left a long-lasting sense of feeling respected, revered and heard.

On my daughter’s 10th birthday, a real estate agent that I only knew on a casual basis delivered a huge balloon bouquet to our door. That act of kindness was never forgotten by either of us.

When Daniel and I recently stayed at the Grand hotel in Kelowna to celebrate his birthday, they unexpectedly delivered a bottle of Champagne and box of chocolate covered almonds to our door. That was treating us special all right.

You Can Do This Too In Your Business

A recent consumer poll by Edelman, and Young & Rubicam says 71% of people will support companies whose values are similar to theirs.

When you make someone feel special, the wonderful ripple effect and potential this has is far-reaching in many different ways for both you and the recipient.

People will remember you far more when they see your values are in alignment with their own. And when they’re ready for your product or service, you will be the person they go to. The word of mouth effect will also be huge: they will be the ones who refer others to you. They will become your biggest cheerleaders.

So make an effort to have kindness be a constant part of how you do business. Think of ways you can make people feel special and your returns will not only make you feel amazing each time, but your business will prosper as well.

And by the way, not only did Simon and Dan make my sixteenth birthday the best ever, Simon returned a few days later with a belated happy birthday card in hand. I’m pretty sure I decided to marry him right then and there. Too bad I was only sixteen though! Yeah, he qualified for sainthood in my books.

Has a business ever done something for you that made an impact on how you felt about them? Share below what happened so that others can be inspired on how they can incorporate random acts of kindness into their business activities.

To your success,

P.S. For more tips and strategies on how to build a successful business, you might want to consider becoming a member of ‘Social Blast: eMarketing for Entrepreneurs’. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their business marketing efforts.

CLICK HERE FOR DETAILS.

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Marketing eTip: How To Find Potential Clients

Today’s eTip is about finding your potential clients…

The best place to find your customers is to find out where they hang out online and build a presence in front of them there.

Listen to today’s 1 minute tip to find out what you need to do first before you you start any marketing campaign.

New to online marketing or you find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.

CLICK HERE: www.socialblastcoaching.com

I’d love to hear your thoughts on this – have you created specific marketing campaigns that lead people to a landing page? Please leave a comment below or if you have a question, I’d be happy to answer.

To your success,

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

5 Ways Lead Generation Gets You More Sales

Tell tale signs you’re leaving money on the table and how to create more sales with your marketing

How To Properly Use Lead Generation That Results in More Sales

Marketing can mean a lot of different things to entrepreneurs and business owners. For some, it’s a form of advertising and to others, it’s getting more known on Social Media. Still others see marketing as a means for lead generation: doing whatever it takes to get people into a database list.

According to the American Marketing Association:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Indeed, marketing is the cornerstone of any business, large or small. Without marketing, you will have a very hard time creating a sustainable business.

And for those that direct their marketing efforts into list building, this act alone is not enough.

You also need a plan in place to actively nurture these leads. Sadly, many fall short in this critical step to converting those leads into paying customers.

Lead generation touchpoints

After reading this article, you’ll discover specific ways you can optimize your lead generation efforts and convert those leads into sales. Have you given any thought to lead generation marketing before? Leave a comment below and share your biggest take away from the 5 tactics below.

Are you falling short with your marketing efforts?

Here are some signs you’re leaving money on the table:

  • you send occasional newsletters only when you feel inspired or when you have the time;
  • you don’t respond to those who comment on your social media;
  • you offer free downloads but don’t require an opt in for people to access them;
  • you don’t have a way to capture names and email addresses on your website;
  • you don’t have a plan in place to lead people through your product funnel.

If you are guilty of any of the above scenarios, then more than likely your marketing efforts are being done in vain. The fact is, most modern businesses rely on marketing for sales success.

And if you haven’t given list building any attention at all, you are missing out on a big opportunity to get more sales.

Here’s 5 ways to create more sales with your marketing:

  1. Provide a free giveaway. Because it’s rare that someone who first visits your website will buy from you, a free giveaway of something your target market will want to have is a means to capture their contact information and put them into your mailing list.
     
    You want to create an irresistible offer like a free PDF download, CD or video that’s available on your website pages or as a standalone landing page. From there, you are now able to continue to build a rapport, share information, and send promotions that will keep you top of mind.
  2. Reach out to social media leads. When followers leave a comment on your social media accounts, send them a private message and tell them how insightful their advice or comment was. Offer a free consult, product discount or something else of value as a thank you.
     
    You can gather your fan’s contact information who have liked/commented on your social media page and email them a personal note thanking them for being a fan and offering a special “insider discount” or something exclusive they can’t resist.
     
    Remember it’s against the law to automatically add them to your bulk mailing list without their expressed permission first, so this tactic can only be done by individually emailing these people.
     
    If you use Facebook ads, you can create a specific list in the Facebook Power Editor to target those who have liked your page. Then create an ad campaign that will be seen by those who already know of you and are possibly in your target demographic.
  3. Work your network. Are you letting your LinkedIn contacts just sit there? Send your connections a personalized note thanking them for the connection. Tell them you’d love to set up a time to talk on the phone to get to know each other’s business better and how you can help one another.
     
    You can also be cognizant of their birthday or other milestone and wish them a great day or congratulate their accomplishments.
     
    This can lead to referrals or even new clients. Be honest and genuine with the intention of truly serving others and they will be receptive to your offer.
  4. Share the love regularly with your fans. Keep the relationship with your newsletter list, blog readers, and social media fans strong by posting often and regularly.
     
    Give them the feeling of community and that they are getting something special by being a part of your fan base that they can’t get anywhere else.
     
    When your rapport is strong, your followers will be more receptive and excited when you share offers for free consults, teleseminars, special offers and product sales.
  5. Automate your follow-up. Write a series of prescheduled autoresponder emails that people get when they first sign up for your list.
     
    This can include further valuable information to enhance the giveaway they received, an invitation for a free consult, how to connect with you on your social media pages, links to popular blog articles, answers to most asked questions, and a special “welcome package” that contains offers and bonuses.
     
    Automation saves you time and helps nurture the lead by further sharing something of value. It helps to continue to build the relationship and gets it off to a great start.

What? You don’t have TIME to do this?

Unfortunately many entrepreneurs try to do everything themselves. They get so caught up working IN their business that they don’t work ON their business nearly enough.

The key to breaking through this barrier is to hire a team to make sure qualified leads aren’t slipping through the cracks.

If you aren’t making the kind of money you’d like, take a review of your marketing processes. Chances are you’ll see places where your lead generation activities could be refined and tweaked to get you much better results.

Remember to never skimp or cut back on your marketing. It’s not a question of whether or not you should have a marketing budget or how much to spend, it’s making sure that you have thought through the entire lead generation process from beginning to end and have put adequate resources into place that will get you the biggest return on your investment.

It may be the most important thing you do for your business.

To your success,

P.S. New to online marketing or you find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.

CLICK HERE FOR DETAILS.

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Marketing eTip: How to Create an Effective Landing Page

Today’s eTip is about landing pages…

When sending traffic to your website, direct them to a landing page that is short and clearly focused on one specific topic.

Listen to today’s 1 minute tip to find out what else your landing page needs to get the conversions you’re wanting.

New to online marketing or you find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.

CLICK HERE: www.socialblastcoaching.com

I’d love to hear your thoughts on this – have you created specific marketing campaigns that lead people to a landing page? Please leave a comment below or if you have a question, I’d be happy to answer.

To your success,

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

7 Book Marketing Mistakes Authors Need to Avoid

Book Marketing Mistakes Authors Need to Avoid

Book marketing is all about being prepared and ready to roll once your book is done. But unfortunately, marketing a book often comes when an author is so overwhelmed from the process of writing the book and finishing it, that the marketing aspect of it gets kicked to the curb.

Not to worry, these tips should help. It’s all about planning ahead and doing more of the right things consistently.

Let’s go over the basics of book marketing mistakes authors need to avoid:

  1. Pursuing Costly Reviews – Book reviews are fabulous and something you absolutely want to pursue. However, one big mistake many authors make is blindly sending out tons of copies.
     
    Remember that your books cost money and postage in sending them out. Not to mention the time to do so. So be targeted in who you send copies to. Also, it’s okay to follow-up with those who have promised reviews. Now don’t stalk them, but A-OK to ask.
  2. Website Magic Missed – It very much helps to have a good website for your book. One mistake many make is having their book be more of an afterthought on their site. There is a slight mention about your book and perhaps a link to purchase, but that’s it.
     
    It’s critical to give your book the space it needs to sell. If you don’t have a full website for it, make sure you devote enough critical mass on the site to make a difference.
  3. Newsletter: Incredible Free Offer Mishaps – One of the biggest mistakes most authors make is not even having a newsletter. So #1, do a newsletter.
     
    The #2 mistake: not having something of value to give away for those who sign up. Years ago most authors would give a few chapters of their book as a giveaway. That was cool back then, but today just doesn’t have the same impact. Instead give something of value such as an ebook, checklist, detailed reports or white papers, etc.
     
    #3 mistake: not sending it out enough. Just do it!
  4. Blogging Blunders – Biggest mistake in blogging is not doing it enough or writing the next great novel in each blog posting. No one has time to read those. Every blog post doesn’t need to be a short story. Instead have just a couple thoughts so you can write consistently.
     
    Have a plan for your postings too and consider a series of blog postings on a related topic. Your postings can solve problems and answer questions you see on your social media mentioned regularly, entertain, and most importantly always provide value.
     
    Remember too you can have some fun with it depending on the topic of your book. Consider hosting a contest or something. Bottom line: always connect.
  5. Who Goes There: Not Knowing Readers – Let’s face it, there are millions and millions of books on the market today and even though you think your book would apply to EVERYONE, it won’t. Get serious and break it down.
     
    Try this. I think my audience would include the following: Women between the ages of 18 and 40, who love to travel, and value a good relationship. Or they are successful businesswomen who know how to get what they want. You market best when you have your target audience in mind.
  6. Not Connecting With Readers – It’s essential to engage your fans and it’s never been easier to do. Make them feel you truly care about them and show how they matter a lot to the success of your book. Give back by actively connecting with them, but also, it never hurts to have a few incentives such as freebies and other personalized things.
     
    One great tip that many successful authors use is giving their readers first dibs on their upcoming book by providing a look into it. Not only does this help with the promotions of the upcoming book, but you build loyal fans by continually making them feel special.
  7. Social Media Boo Boos – One of the biggest mistakes authors make is they get started, build momentum, and then lose steam and basically disappear. One of the most important things you can do is plan ahead. Instead of disappearing, if you are having a hard time keeping up, cut back. Now of course we recommend going full steam ahead. But it’s better to have some new postings than to disappear, come back for a few days and go gangbusters, and disappear again.
     
    Consistency rules! Plus, don’t forget it’s so much more than just posting, you also need to be engaging. And it pays to pay up and promote postings and sponsor a couple of ads.
     
    On the flip side are those who wear out their audience with way too many postings on their book. (We know you’ve seen these before!)

    For example, “I’m writing a book.” Ten posts later, “I can’t believe I’m writing a book. My dream is coming true.” This is actually a good thing mentioned once or twice, but every day for months, it gets old fast. “My book is almost done.” And then every day an update or two. “My book has 10 more pages, yeah!” “My book is here.” Cool.

    And then comes the “Can you help me promote my book” and five thousand messages on that. YIKES! Now we aren’t saying don’t announce your book, you want to, just don’t bore your audience to death with too many updates that really offer no new value.

Now that you know the mistakes to avoid, it can be easy to do so. And once again, the most important part of marketing is being engaged with the audience you know and love who want what you have to offer as an author.

About the Author, Diana Ennen

Diana Ennen

Diana Ennen, President of Virtual Word Publishing, www.virtualwordpublishing.com offers PR and Marketing services and PR and Virtual Assistant Coaching. She's the co-author of Virtual Assistant - The Series: Become a Highly Successful, Sought After VA.

Sign up for her PR Tips at her site and email her at diana@virtualwordpublishing.com to receive her "pitching the media audio" from her PR Success Classes.


SEO Outsource Mistakes to Avoid That Will Save You a Lot of Grief

Avoid These SEO Hiring Mistakes and Save Yourself a Lot of Grief

As a business owner, there’s a lot to juggle on a daily basis.  Balls are continuously flying in the conversion funnels in efforts to create and sustain a profit.

One of those balls, which should be a substantially large one, is marketing. And when it comes to marketing, your chief goal of course is to get more sales.

In order to accomplish this, having a professional website should be at the top of your marketing list due to it being your primary marketing piece that’s working on your behalf 24 hours a day, all year round.

But just having a website is not enough.

Aside from thinking about keeping your website up-to-date, you also need to be thinking about SEO: Search Engine Optimization.

Now if you’re a typical business owner, you may not know a heck of a lot about SEO. It’s a term you’ve heard kicked around and probably understand it’s something you should be doing but that’s as far as it goes. Because it’s such foreign territory for you, you keep putting it off or worse, you hire the first person who sounds like they know what they’re talking about.

And this is what many nefarious scam artists are counting on.  

So before you embark on any SEO project, read this article over first and get yourself educated on the mistakes many unsuspecting business owners make when they’re ready to take action and outsource their SEO to achieve their marketing goals.

Firstly:

Watch Out For The Scammers…

By now, the odds are extremely good that you’ve been contacted, probably multiple times, by some  SEO “expert” telling you how dire your Google rankings are and saying you “must do this or that” to get your website higher up in the search engine rankings.

And if you’re not well involved in the online marketing or SEO industry, what they’re telling you probably sounds very compelling.

You receive promises like:

“We will submit to a Gazillion Search Engines and Directories for $59.95!”
“We guarantee Page 1 rankings in Google!”
“We guarantee thousands of Visitors every Month!”
“Just spend thousand$ with us, plus a $500 monthly fee and we will make you rich!”

Please do yourself a favour and immediately delete those emails or hang up on those callers. These people  are trying to scare you into hiring them and making promises that simply cannot be guaranteed. They are scammers that prey on those that don’t know any different.

…And Be Cautious of the So-Called “Experts”

But there’s also another group of people that requires caution. These people are very well intentioned but simply don’t have enough expertise to be giving sage advice on how to get your website search engine optimized.

I have heard from many where their children, business coaches, IT administrators, copywriters and even their gardeners have “great” SEO and marketing advice and sure-fire ways to create instant success.

Yep, expert advice in this field is about as common as ants at a picnic.

But sadly that promise of instant success rarely, if ever, materializes.

The thing is, the SEO industry is evolving at a furious pace and just like the liquid web, it is changing dramatically. One must always be open to new ideas but also have a well informed grasp of sound and current principals.

In the world of SEO, what worked yesterday might not work today and what works now might be obsolete tomorrow.

So not only is the advice those “experts” are giving is possibly untrue to begin with, it’s guaranteed that it will shortly become as extinct as the Dodo bird.  And if they aren’t actively involved in this field of study, they won’t even know that what they’re doing and advising is old, ineffective news.

The Secret of Search Engine Secrets

The truth of the matter is, no one knows the deep, dark secrets of Google and other search engines.

No one knows what the magic formula is to get higher up in their search results except for Google themselves. And they aren’t telling anyone what they know!

What all us legitimate SEO specialists can do is test, tweak and repeat until we get the best results for our clients.

Now of course, we also have our tried and true methods that we know will garner great results for our clients.  And it’s that kind of methodology that you need used on your website to get the most benefits from any SEO efforts.

So who can you trust?

Because of all the scammers and ill-informed people out there that are not producing the results that honest customers are paying for, the world of Internet Marketing and SEO has a very poor reputation.

So what can you do as a business owner to ensure you hire the right person?

  • If someone is approaching you via unsolicited emails or phone calls, this is red flag #1. Even Google says, “Be wary of SEO firms and web consultants or agencies that send you email out of the blue.”;
  • Do your due diligence and ask a lot of questions;
  • Don’t let someone “wow” you with their fast talk of grandiose promises;
  • Find out what their processes are and flush out the ones who use “black hat” tactics that will eventually get your website blacklisted;
  • Ask for a list of referrals and follow up with each one of them. The results from past efforts are what speaks the biggest truth here.

Hiring people who are only going to plug your website into a bunch of online tools might be able to produce impressive looking reports, but will hurt your rankings, and your pocketbook,  in the long run.

And hiring those that don’t have enough experience to truly understand the fundamentals of how to optimize your website for search engines is going to result in your money being wasted with a minimal return on your investment.

And if you are thinking you should be doing this yourself, don’t be fooled into thinking this should be as easy as adding in a few keywords to your copy and you’re good to go. It’s far more complex than that.

Ultimately, there are many benefits to hiring a professional SEO company. One that knows what search engines are looking for and how to best position your website to be indexed favourably.

Because they understand that each search engine has their own set of rules, algorithms and regulations, etc.,  SEO specialists know what to apply to websites in order to get optimal results from the search engine indexing process.

And it’s an added bonus when that SEO firm also has a firm understanding of online marketing so that you can benefit from that area of expertise too.

But don’t expect an overnight bonanza of high rankings and tons of traffic.

Optimizing your website for search engines is not a quick fix to achieving your marketing goals. Working with an SEO specialist to achieve higher website rankings and exposure can take up to several months or even longer.

So patience is a virtue when it comes to search engine optimization. It’s during this time that you can focus on your other more direct online marketing efforts like Google AdWords, Facebook ads, social media marketing, blogging, newsletters and other strategies that will help you achieve your business goals.

If your website needs proper SEO that will drive qualified traffic back to it on a daily basis, that’s what Daniel on our team does all day long; it’s his specialty and is very good at it. Click here to contact him for more info.

Do you have any SEO horror stories you want to share? Leave a comment below!

To your success,

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Marketing eTip: How to Use Marketing Funnels to Boost Profits

Today’s eTip is about creating marketing funnels…

One way to boost profits is by nurturing prospective customers over time until they are ready to make a purchase. This can be done through marketing funnels.

Listen to today’s 1 minute tip to find out what is involved in creating a marketing funnel.

New to online marketing or you find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.

CLICK HERE: www.socialblastcoaching.com

I’d love to hear your thoughts on this – do you use marketing funnels in your business or do you find them too overwhelming to try? Please leave a comment below or if you have a question, I’d be happy to answer.

To your success,

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".