Often, whether you know it or not, the primary reason you set up a business is because you could do something that bit better than what’s out there. You can offer that extra bit that will set you apart from your competition. Now, you probably never called it that but it’s something that every SME must define at some point. A recent meeting spelled it out to me that many SMEs have a bit of trouble with this crucial exercise.

Just a few months back, I spent an hour with a building contractor. They wanted help getting business from their website.  We all have a meeting structure and I’m no different. I always ask the same two opening questions when I meet a new client….

1. Who is your target market?
2. What is your USP, what sets you apart from all your competitors?

I found this client particularly interesting- his answers were:

1. Who is your target market? – he provides the service nationally but would like to do more work locally.  He can get work in the wilds of Cork or Donegal but not on his own door step.
2. What is your USP, what sets you apart from all your competitors?  Here, he paused for a moment. ‘Ahem, don’t know’, he answered quickly. I knew for a fact he did know but maybe he did not see why I needed to know.  

Now I had this information I took a look at his site. It looked nice and was quite user friendly but he was reinvesting in a new site with some great interactive elements that ensured the user understood the key elements of what he provided –  but still no sign of a USP. 

So I dug and I dug deep.  After a little while, he told me all I needed to know….. yes he did build houses,…..yes they were energy efficient houses just like all his competitors but……. he also used particular timber frames and materials that immediately gave a home owner a higher rating in a BER cert before they even called a BER assessor out. Bingo.

What’s the moral of this story? You know your USP already. You just need to get it out there and emphasise it in all communications.  You need to shout it from the roof tops so potential clients know what it is.

Now, if you don’t know what yours it, I’ll leave you with a small exercise. Jot down some notes on these two issues.

• Talk about the benefits not just the features of what you do/sell.
• Sell products or services? What is different about your product or service?  – Why would I buy from you over your competitors? And it does mean that you are cheaper, what additional value do you bring?

When you’re finished, define your USP and start to spread the word. Remember why you got into business in the first place – because you could do something that bit better than the rest.

The reluctance of some SMEs to deliver their message effectively can lead to confusion and low conversions from their target audience.  Marketing professionals regularly refer to the importance of ‘message’ but what does it actually mean and why is the impact for getting it wrong so serious?

The message should be the first thing any business writes down when they start their marketing plan. In fact, it should almost be a requirement for a small business plan. Because if you don’t know what your message is, how are your customers supposed to?

One of the most famous marketing phrases coined nearly fifty years ago was the timeless ‘WIIFM?’ or what’s in it for me? In order to fully convince a target customer that you have something to offer you need to directly state what the benefits are.  Whether you are developing a multi million euro ad campaign or a flyer for a local handyman, the message remains a constant. It is said the best and most effective messages can be picked up even after a quick look.

Never before has this issue been more important than on your website.  Customers are making their mind up at first glance.  Everything we do online now is done with great speed.  New applications and faster broadband are making things faster and as a result customers want things faster.  They need to know what you do and what’s in it for them as soon as they land on your website.  If your message is not clearly delivered, they will simply move on to the next website.

Use clear CTA’s (call to actions) throughout your website that lead customers to the next stage in the goal, whether that is to buy something, sign up to a social media account or to submit their email for email marketing purposes. You need to know what your goals are and you MUST ensure that they can be easily seen and actioned by your website visitor.

Rely on headings to get your points across and use media like video and podcasts where appropriate. Media on a website must add value and contribute to efficient delivery of the overall message.

While focussing on the mechanics of your SEO strategy is all important, businesses must realise that even though metadata is a technical term, it is still all about people. Since the dawning of the Internet, the rush has always been to get to the first page. Marketing folk have told SMEs how vital it is to get in the top ten and anything outside of this will seriously devalue their online presence. There is a degree of truth in this but writing effective metadata is fundamental in not only making sure that the first page of Google is achievable but more importantly that a business can maximise their presence once they are there.

Metadata is the umbrella term for ‘data about data’ in relation to Search engine optimisation. It makes up the listing for a company in the search engine results pages. It should do a number of key tasks. In just a few lines, it should get across to the user the nature of the website, the products, services or information and advice available and above all should give people a motive to click through to the site.

In the early days of the web, writing effective metadata was seen as a way to stuff as many keywords as possible into an element of the website’s structure that is likely to be surveyed by the search engine bots. Now it acts more like a classified advert for the website itself. From a marketing perspective, it represented the idea opportunity to get across the main message or selling point. Metadata can be broken down into two main categories and should give people a snapshot of what is on offer behind that listing.

The title tag is the first thing people see in the search engine results page and is also ever present in the top of the browser when they are online. The title tag should contain target search terms but above all, it should read well. It is here where many developers forget that is it is people who will be using their site and focus on the search bots and rigorous SEO templates. Providing honest title tags will also mean your site remains trustworthy. If an SME clams to offer certain advice or information on their site and the user logs on, only to find an irrelevant sales pitch, the site will lose credibility. Title tags must read well – for people and bots, and needs to contain at least two target phrases and be an accurate representation of what the website is all about.

The meta description is now a crucial aspect of the SEO landscape. It is here where writing for people is more important than ever. Writing effective metadata that is engaging, accurate and compelling descriptions helps your site stand out from the competition. Just a couple of sentences emphasising the message, with target phrases included, followed by a concise call to action will enable any SME’s website to meet their potential on SERPs.

If one thing could be emphasised about metadata, it simply that they are all about people. Technology provides the infrastructure but it’s always people that make the decisions.

Here is a list of some useful tools that may come in handy with your online marketing, all are either free or very low cost.  There is an additional list available on a previous blog post – Some great free online tools for you to try

Sweet Captcha - ever wondered what the security code that you have to fill in when sending in a request via an online enquiry for is called? Well it’s a captcha. This means that only real humans can fill out the form and will stop spammers sending in dozens of enquiries. Sweet Captcha is a fun alternative to the usual numbers and letters.  Try it yourself on www.sweetcaptcha.com

This captcha is asking the user to drag the flower to the bouquet

RSS Include – Want to add an RSS feed to your website and don’t know how to do it, well this tool is really easy.  Simply add the feed url, customise the look and feel and bingo, it generates the code. You can use it to create a box for everything from a blog, Facebook box to a simple ticker box.  There is a Premium account which costs only $36.50 a year so very affordable.  Have a go https://www.rssinclude.com/my_rssboxes/create_new_box 

SEOmoz – Have access to all the tools you need to optimise your website, their research tools include Inbound link reporting and analysis (great to see where your competitors are getting their inbound links), a SEO toolbar,  SEO reports – generate regular reports that will detail where you appear for your target search terms and identify any issues like duplicate titles, errors seen etc I highly recommend upgrading to the pro account – starts at $99 a month.  www.seomoz.org

Yola – need a website and dont have a massive budget. Yola online CMS is a great option for you to be able to set up your own starter website and its very easy to use. Choose from loads of different templates. Includes everything you need from editable meta data, blog, widgets, editable CSS (for the more advanced user) and much more.  There are free options but I recommend upgrading to the Silver account from only $90 a year, this will allow you to point in an existing domain and gives you access to more advanced templates.  Give it a go now on www.yola.com  

Blueface – ever wondered how you can track phone calls that come from website visitors without having to ask each and every person  where they heard about you?  Well look no further, with Blueface you can rent you a new phone number for a very low cost.  Use this number on your website or on a specific campaign and every time a call is made you can see the details in the handy online reports. Costs start at a low €9.99 per month. The good news is that you can rent a number with the area code for where you are located so if you are in Cork city you can have a 021 number or in Bantry you can get an 027 number.   More information on www.blueface.ie

I hope you find these useful, if you want to achieve something online and don’t know of a tool to help, contact me now and I am sure I have the ideal tool for the task.

Sometimes it is difficult to recognise that you need professional search engine optimisation services.    You may think that you have enough visitors to your website but if everyone is finding you through your name and nothing else there is definitely work needed. Some questions to ask yourself:

- Am I being found in search engines like Google, Bing and Yahoo for key search terms that will drive traffic to my website (other than your business name)?   Review your analytics to answer this one, if you don’t have website analytics rush out and get them installed now. Google analytics is the most popular and the data is very easy to analyse.

- Do you know how your actions can impact your search engine position?  If not you should at least get some SEO training so you understand how you can help your position in search engines

- Are you getting quality traffic to your wbesite?  SEO should focus on targeting the right traffic to your website

- Are your competitors getting the position you would like?  The only way to boost your position is to work on your search engine optimisation whether you manage this inhouse or contract this out

- are you thinking of redesigning your website or doing major work? Website design and SEO go hand in hand so please speak to an expert at the very early stages to ensure your site is search engine friendly

Now, whats the answer?  Need SEO services?  More information available on http://www.dynamicwebmarketing.ie/search-engine-optimisation-page.html

Google’s new +1 button is currently being rolled out on Google.com so it will be a while before we see it on Google.ie (most people’s default in Ireland).  When it comes you will be able to see the +1 beside the search engine listing, this allows people to see the content/listings you recommend but also you will be able to see what other people are recommending.   So no matter what you are looking for or selling, if people endorse it by clicking +1 it will make your listings stand out and more relevant to the user. Google have said in a recent blog post that the +1 ” will be one of many signals we use to calculate organic search ranking”.    This move is good as it will ensure that content with value gets the traffic it deserves.

To +1 listings you will have to set up a public profile and a new tab will store all the sites that you +1 making it really easy to find that great web page you were on last week.   Google are also rolling out a +1 button for your website so people can +1 the page/content while they are on it.

So what now, if you dont have content that people will want to +1 you need to start creating it.  This button will be powerful and will play a big part in people’s decision making process when choosing the listing they click on, it will also impact your search engine position so it cannot be ignored.

For more information read http://adwords.blogspot.com/2011/03/1-button-adwords.html and http://www.google.com/+1/button/

Having a website is now as important as having a phone number. But why have a website that is not promoting action.  You need to tell the visitor what you want them to do, don’t assume they know where to go next. Here are some tips on helping you strengthen your call to actions:

1. Do the groundwork

Look at each page of your website and identify the goal for the page – where do you want the visitors to go or what do you want them to do.  Every page is a potential entry point via links and search engine listings so ensure that EVERY page of your website includes clear call to actions.

2. Benefits

Before a user is willing to click they need to know what they will get out of it.  What is the benefit of them making the next move?

Coca Cola do it well. Their feature clearly states that  you should “Join My Coke Rewards and pick up gifts that are sure to entertain”.  I little bit of mystery but you know what you have to do and what you will get.

3. Incentives

Sometimes asking them to do something is just not enough, include an incentive. Free gift, access to information people that others wont get etc.  I do not recommend however that you add an incentive to Surveys or Market Research Questionnaires, if you do this it may influence their answers.

4. Three click rule

Ensure visitors can get to where they need to be within 3 clicks, 5-6 clicks if it includes e-commerce.  If there are too many clicks people will drop out before completing and you do not want this.  Also try not collect too much information – people will shy away from enquiry forms that are too long and ask too many questions.

5. Keep amount of call to actions low

You do not want to bombard visitors to your website with loads of different call to actions take each page individually and decide what the call to action(s) will be and include them in key areas on the page, that are above the fold (they should not have to scroll to see or action the call to actions). 

6. Capturing data

If you are capturing data e.g. name, email, phone number etc,  take the opportunity to ask permission to send e- newsletters, text marketing etc.  This should be an opt-in tick box NOT, click here if you do not want to receive.

7. Create urgency

Use words that create a sence of urgency

Call Now

Buy Now

Offer only available until …

Order now to receive free gift

8. Make it stand out

To ensure visitors see your call to actions you need to make sure that they can easily see it.  Keep it above the fold (as mentioned above). Images stand out more.  Use colours that work with the website look and feel but stand out from the other content on the page.

Carphone Warehouse do this well – you can clearly see the Online Exclusive offer on their home page.

9. And finally – Test

If you are not getting the return you expected test out different imagery, wording,  position on the page and even the offering. 

and finally….

It is extremely important to ensure that you have clear actionable call to actions on your website, if done well it can generate real measurable return on investment and isn’t that what we all want from our website.

On the first day of Christmas my SEO guru gave to me a talk on website usability

On the second day of Christmas my SEO guru gave to me 2 key word research tools (Google Keyword Tool & Wordtracker) and a talk on website usability

On the third day of Christmas my SEO guru gave to me 3 key areas on my website to add my key phrases (SEO Tips), 2 key word research tools and a talk on website usability

On the fourth day of Christmas my SEO guru gave to me 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

On the fifth day of Christmas my SEO guru gave to me the 5 steps for acquiring customers online , 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

On the sixth day of Christmas my SEO guru gave to me 6 ways to increase my link popularity, 5 steps for acquiring customers online , 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

On the seventh day of Christmas my SEO guru gave to me 7 tips for writing good meta data,  6 ways to increase my link popularity, 5 steps for acquiring customers online , 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

On the eight day of Christmas my SEO guru gave to me 8 great reports in analytics to analyse,  7 tips for writing good meta data,  6 ways to increase my link popularity, 5 steps for acquiring customers online , 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

On the ninth day of Christmas my SEO guru gave to me  9 great tips on creating a strong brand, 8 great reports in analytics to analyse,  7 tips for writing good meta data,  6 ways to increase my link popularity, 5 steps for acquiring customers online , 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

On the tenth day of Christmas my SEO guru gave to me 10 tips for writing for the web,  9 great tips on creating a strong brand, 8 great reports in analytics to analyse,  7 tips for writing good meta data,  6 ways to increase my link popularity, 5 steps for acquiring customers online , 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

On the eleventh day of Christmas my SEO guru gave to me 11 great free online resources, 10 tips for writing for the web,  9 great tips on creating a strong brand, 8 great reports in analytics to analyse,  7 tips for writing good meta data,  6 ways to increase my link popularity, 5 steps for acquiring customers online , 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

On the twelfth day of Christmas my SEO guru gave to me 12 tips to do my own SEO audit, 11 free online resources, 10 tips for writing for the web,  9 great tips on creating a strong brand, 8 great reports in analytics to analyse,  7 tips for writing good meta data,  6 ways to increase my link popularity, 5 steps for acquiring customers online , 4 ways to optimise my meta data, 3 key areas on my website to add my key phrases, 2 key word research tools and a talk on website usability

Merry Christmas & Happy New Year

Getting found is the hardest part but once you get the traffic to your website are they converting to a sales leads?  Most of us get between 1-3% conversion rate from our websites, so how do you ensure you convert as many visitors as possible. Here are some tips that might help you convers more sales when driving traffic in from your off site marketing:

• Online marketing: how strong are your sales messages? Do people know what you are offering and what they need to do?  It is important that before people click they know what is in it for them.  Also, are your offers time limited or do you just simply offer something in the hope of turning around sales sometime in the future. Always put a time limit on offers.
• Landing pages: how strong are your landing pages? When someone clicks on the link are they taken to a strong landing page. I cannot tell you how many companies I have visited that think they are using the correct landing page but when investigated their call to actions are either very weak (if present at all) or the action cannot be completed on the landing page at all.  I have in the past received newsletters and when I clicked on the buy now link, I have been taken to a booking engine page or shop where I either cannot buy the product online or I have to seek out the product from amongst several others. This, I have to tell you, is very frustrating and will result in a low conversion rate, so what makes strong landing pages:  
  • • Try not use the home page as your landing page. While it is an important page for your website it rarely is the best place to send people.
    • Ensure your call to actions are clear, if you want them to enquire, give them your contact details and if possible have the enquiry form on the landing page. If you want them to purchase something make it as easy as possible for them to complete the sales process, try reduce your sales process to 3 steps.
    • Send visitors to a page that allows them to purchase the product on offers, do not make them search out the product from a long list.
    • Cross sell and up sell products but ensure the core offering is clear
    • Create specific landing pages if necessary, do not assume that your website already has the landing page built in.
• Think about your off site sales process.  How quickly are you replying to enquiries?  Do you pick your email up at least 3 times a day? Morning, Noon and Night.  If you deal with an international market, do you pick up enquiries outside of hours?
• And finally, are you analysing your website traffic?  Using a site statistics package like Google Analytics will help you identify where the other 97-99% of website trafffic are dropping out of the sales process which will allow you to strengthen your website content.  

Happy selling