, very few of us can claim to be experts in purchasing new central air conditioning systems. If a company’s website includes good information on problems to avoid in choosing a new or replacement system, that’s worthwhile education. I appreciate informational tools that help me understand what size system best fits my home as well. And it keeps me on this one website longer. Importantly, if they are a local company, I’m almost certain to invite them to my home for an estimate. New educational web pages and informative blogs fulfill two of my requirements for a service- or consulting-oriented website: (1) providing actual assistance to the visitor and (2) boosting its visibility on web search engines.
Yes, the search engines need to see sufficient mentions of well-placed keywords in new and accumulated content. However, existing and prospective clients also need to be well informed and held by your copy—in all venues where it will be read.
Taking the first step to developing new marketing materials can be daunting, but it need not be. Here is one tried-and-true approach that works in almost any setting
In digital or advertising, the most important metric is the number of impressions your ad receives. The number of eyes viewing your content will always be important, but just as critical is what those eyeballs will see once they click through? What is the impression left by your marketing program? This leads us to at... Continue Reading →
I’m a professional editor, but I acknowledge that I cannot be a fair and impartial judge of my own writing. Sure, I’ll edit the piece after drafting it, but I then ask one of my own copyeditors to have at it.
We gained a tremendous amount of production efficiency, slashing the time it takes to go from manuscript to press. I recall working five months in advance to ensure that I had adequate time for the entire process: 2 weeks to edit a new paper, 3 weeks to get queries answered by the author and obtain their final approval, and 1 to 2 weeks for the typesetters to send back galleys (through regular mail or UPS, of course!).
For many small businesses, E-mail blasts are a very inexpensive way to stay in touch with existing customers and to drum up new business. In a future blog, I’ll discuss content for the E-mail blast, but the point of this entry is whether to do them at all. Are they worth the time and effort?
Consider the lowly press release. Time tested certainly, but sexy? Few would say so. But it is still around today, used everywhere—in newspapers, on the Web, on social media, printed for viewing at live events.