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In order to succeed online, publishers need to have staff that understand the digital evolution.
A significant portion of our consulting strategy relies on properly staffing an organization. If you choose the wrong staff members, or don’t properly teach your current staff about digital strategies, you are sure to fail online. Keep Reading
The best landing page designs aren’t about design.
OK, they’re sort of about design. I know that my copy can enhance and work with the design, or it can put the reader off the product featured in even the best landing page designs.
Though some people consider any page where a visitor first arrives at your website to be a landing page, I’m talking about two basic types whose only goal is to either convert a visitor to an email subscriber, which we call the Rapid Conversion Landing Page, or sell a premium, paid product, which we usually refer to as a Sales Letter Landing Page.
For the latter, I always write about 1800-3000 words, and the more expensive the product, the longer the letter will be. For RCLPs we usually suggest a letter of 800 to 1500 words, since giving something away for free requires less persuasion. Either way, I consider my job to include not just writing words, but keeping in mind the landing page design and considering how I can contribute to the overall goal of the page. Keep Reading
Websites are not magazines. However, magazine content can be the basis of a successful periodical website that follows the basic rules of periodical websites design and content management.
The trouble that some publishers have when designing their site is figuring out where the magazine stops and the website begins. A magazine gets published once a month or less, while a website gets published daily, sometimes hourly. Considering this very different publishing schedule, there are a few popular bad website design mistakes:
Bad Website Design Mistake #1: Bury your frequency
Bad Website Design Mistake #2: Hiding your content
Bad Website Design Mistake #3: Avoid keyword phrases
Bad Website Design Mistake #4: Hiding social media buttons
Bad Website Design Mistake #5: Use intuition over testing
It might be true that some sites are “winning” the search engines simply by existing and being a well-known reputable sources, like the New York Times or Wall Street Journal.
But it’s even more true that most of us have to work at it.
Don calls SEO “the new direct mail.” Keyword research and implementation is perhaps the most complex, yet effective way to drive the more search traffic to your website. The basic strategy of good SEO is that you can research your keywords, optimize your content, track your progress, and re-do the whole process.
SEO success isn’t entirely dependent on keyword research though, it also involves good content (the stuff people want to read), and link-building through social media and reputable sites. The days of blog comment link-building have gotten tough, but thankfully we have social media on our side!
To fully illustrate the whole SEO process, we came up with the above diagram, but here’s the breakdown: Keep Reading
If you have only a nominal understanding of digital publishing, or none at all, you must attend the Internet Marketing Intensive.