Posted by MorganChessman
Building marketing strategies for small businesses is one of my favorite things. In my first marketing role, I worked in the marketing department for a small company before moving on to Distilled, where I’ve been lucky enough to continue working with small businesses that have enormous potential. Despite the various industries, locales, and personalities, one of the prevailing similarities between them is that small businesses often don’t position their company or use the web as effectively as they could. While this is partially due to the time and resource crunch small business owners feel, it’s also because, beyond building a website, they don’t know where to begin.
It doesn’t have to be so overwhelming though. I’ll walk you through the preliminary steps I take my small business clients through.
1. Define the brand
A number of the small companies I’ve worked with didn’t have a brand. That’s not to say that they didn’t have a name, a website, and a logo. It’s that they didn’t stand for something.
For example, what comes to mind when you think of Apple? Innovative and well-designed products? Exactly. So many small businesses are built from an individual wanting to … Read the rest
Posted by bridget.randolph
As a marketer, if your product is the obvious solution to an obvious problem, your job is relatively straightforward. You simply need to show the customer why your product is the best one out there. Often the easiest way to do this is by demonstrating your USP; sometimes you can also compete on price. Either way, if your customer is already looking for the product or service you offer, and not attached to any particular brand, all you have to do is convince them that your brand does it best.
This is where the old saying comes from: “Build a better mousetrap and the world will beat a path to your door.”
But the reality is, a lot of us don’t sell products that fill an obvious need. Even if your product or service does fill a genuine need or solve a real problemâ€¦ do people actually realise that they have that problem? And do they know that a solution exists?
The three stages of consumer awareness
A lot of marketers today are facing this conundrum: “How do I sell the benefits of my brand over those of my competitors when my customer … Read the rest
Posted by randfish
Why hello there! You’re looking marvelous today, you really are. And, in other good news, Open Site Explorer has a bit of a new lookâ€”and an entirely new section called “Link Opportunities” to help make some link prospecting tasks easier and more automated. Come with me and I’ll show you; it’ll be fun
The new look
We know a lot of folks liked the old tab structure but we ran out of space. With this redesign we now have the flexibility to add new features and functionality simply by popping in new sections on the left sidebar menu. It’s a little bit more like Moz Analytics, too, and we figure some cohesion between our products is probably wise.
- New side navigation with plenty of room to grow and add new features (spam scoring and analysis, for example, will be coming in Q4â€”but shhh… I didn’t actually ask for permission to talk about that yet. I figure begging forgiveness will work.)
- Improved filtering that lets you slice and dice your link data more easily.
- Notice How Fast the New OSE Is? Oh yeah, that’s the stuff
You can still access the old Open Site Explorer’s design for a … Read the rest
Posted by Paddy_Moogan
Building the types of links that help grow your online business and organic search traffic is getting harder. It used to be fairly straightforward, back before Google worked out how to treat links with different levels of quality and trust. However, the fact that it’s getting harder doesn’t mean that it’s dead.
What does the future hold?
I’m going to talk about links, but the truth is, the future isn’t really about the links. It is far bigger than that.
Quick sidenote: I’m aware that doing a blog post about the future of link building the week of a likely Penguin update could leave me with egg on my face! But we’ll see what happens.
Links will always be a ranking factor in some form or another. I can see the dials being turned down or off on certain aspects of links (more on that below) but I think they will always be there. Google is always looking for more data, more signals, more indicators of whether or not a certain page is a good result for a user at a certain moment in time. They will find them too, as we can see from
patents … Read the rest
Posted by russvirante
It was a little over a year ago that I first wrote the “Broken Link Building Bible” and it seemed like it was time for an update. If you haven’t had a chance yet, please head over to the original, as most of it is still highly relevant today, and it contains the basics which will not be covered in this post.
Table of contents
- Ethical Guidelines
- Advanced Prospecting
- Advanced Content
- Advanced Outreach