Notable Internet Marketing Articles for Jan.15, 2014
The beginning of 2014 is a good time to take a fresh look at your online marketing strategy. Below are links to articles, along with my commentary, to help you run your business more effectively. While the articles are broken down into sections for easier scanning, all relate to providing your customer or prospect with the best user experience. Let us know which are your favorites.
Usability and Customer Experience
“Save Time, Persuade with Rhyme!” by Roger Dooley, Neuromarketing, January 7, 2014
Science shows that rhymes can make your product or service memorable. By using rhymes or words that fit together sound-wise, you lessen the burden on your visitor’s mind and increase the potential for them to remember your business and make it stand out from the competition.
“Solving the Right Problem and Finding Your Own Solution: An Interview with Don Norman” by Luke Swenson, UX Magazine, January 8, 2014
Solving your customers’ problems is key to providing a good customer experience. Additionally, avoid the pitfall of doing what your competitors are doing and show your strengths.
“3 Emotional Entry Points: Want Results? Get Relevant” by Andrea Coville, Target Marketing, January 13, 2014
If you want people to call, buy, or take any action, you need them to convert. By appealing to your customers’ senses, values, and social values, you can make that emotional connection with your customers.
“Our Brain on Books” by Gord Hotchkiss, Out of My Gord, January 3, 2014
If you have a product or service that can be explained using a story, do it. If there is a sensory aspect to the story, it will have an even stronger impact on the reader. Research conducted by Emory University shows that while a good story stimulates the areas of the brain that include language and interpretation, it also activates areas that control representations of sensation for the body. For example, if the story involves running, the brain fires the same neurons as if the reader was actually running.
SEO and Usability – Local Search, Content Creation, Design
“Where to Find Great Topics to Write About When Blogging” by Zac Johnson, Search Engine Journal, January 1, 2014
Most everyone gets writers block if they blog, but continuing to post content — content that provides value to your prospective reader — is important to your business if you want to engage your readers and/or establish yourself as an authority. This article presents nine ideas for jumpstarting your writing process including lists, how-to topics, reviews, interviews, and using Google Trends.
“What Should I Put on the Homepage? – Whiteboard Friday” by Rand Fishkin, The Moz Blog, January 3, 2014
Home pages have evolved and for a quick review of what has changed and why you should update your website’s home page, watch this 12-minute video. The new home page model focuses on your targeted customers and how your product or service will meet their needs and motivations.
“50 Examples of Title Tags That Rock at Local SEO” by Phil Rozek, Local Visibility System, January 2, 2014
Stuck when it comes to writing good title tags? They’re important not only for search engine optimization but also for good customer experience. When your prospective customers are faced with numerous results on a search engine results page, you want them to choose your site. This article provides 50 examples of title tags. Remember, every page should have a unique title and description tag.
“Blog tips drive web conversions: what the home improvement industry is doing right” by Lauren Kaye, Content Lead, January 10, 2014
This is a concise article on how providing instructional, inspirational, or informational articles for prospective clients early in the buying process pays off for businesses in the home improvement industry. Providing content that helps people achieve their goals or dreams builds trust and loyalty.
“The What, How and Why of Schema for Bloggers #NMX” by Eliza Steely, TopRank Blog, January 5, 2014
Whether local businesses like it or not, schema continues to play an ever-increasing role in search and online marketing. What is schema? Its code that tells a search engine what the essential information is on a web page. This article provides an overview of schema — how it can be used and why marketers need to implement it. By using schema, search engines can be fed information easily understood by machines and the website’s content can still focus on the site’s visitors.
“4 Easy Ways to Keep Your Pinterest Account Fresh” by Cynthia Sanchez, Oh So Pinteresting, January 3, 2014
While this article has several good tips for taking a new look at how you use Pinterest, it is also interesting to notice that this blog article has an original graphic created to go with the story that makes it memorable, especially when pinned, using the pin button. Topics discussed in the post include rearranging your boards, especially to take advantage of how they appear on mobile; looking for new sources, creating spin-off boards, and managing your boards regularly.
“Facebook Photo Sizes Cheat Sheet for Marketers: Apps, Ads, Albums & More” by Miranda Miller, Search Engine Watch, December 31, 2013
Good reference on all the various sizes and resolutions you need for your business’s Facebook cover photo, profile photo, album covers, post images and ads. Keep this article handy.
“How Do I Merge My Google+ Pages? Usually You Can’t, Now What?” by Mike Blumenthal, Local U, January 6, 2014
This is an authoritative article on what options are available when a local business has more than one Google+ page. Duplicate pages exist for multiple reasons, but how you choose to deal with them should be part of your business’s Google+ strategy.
“Mobile Marketing For Local Business” by Kristen Gramigna, Big Marketing For Small Business, January 9, 2014
If you haven’t created a mobile marketing strategy for your business, you need to start. This article discusses issues you will need to address including how to develop email and text/SMS lists, offer an exchange of value, set-up communication strategies, security concerns for collecting information and payments, designing responsively, and leveraging local partnerships.