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Beat Your Competition - Increase Sales - Get More Customers in 90 Days

Online marketing expert Aaron Fletcher shows you how to gain more customers in
this simple guide to marketing your small business, with quick and easy solutions for
creating a successful marketing plan.

In today’s technology-driven marketplace, every small business owner is looking
for an effective marketing plan to increase online visibility and ultimately grow
their business. Many have already taken the basic steps in launching a web-
site, creating a Facebook page, and maybe even hiring a so-called SEO expert,
but now find themselves dismayed by the lack of results. In Stand Out, online
marketing expert and Geek-Free Marketing founder Aaron Fletcher shows every
small business owner—no matter their skills or budget—how to create a simple,
proven, and easy-to-follow road map to increase online visibility, bring more
traffic to their sites, generate more leads, increase profit, and grow!

Stand Out includes clear, step-by step instructions on how to:
1. Build a solid marketing foundation using the 5 M’s of Marketing (Mindset,
Market, Message, Media, and Metrics) and the basic Online Marketing Funnel
2. Launch a simple but powerful website that creates an ideal user experience
3. Complete a “Google 101” crash course on understanding search engines
(SEO), optimizing your website, and increasing your online visibility
4. Create compelling content that speaks directly to your clients’ needs
5. Become a “digital citizen,” with tools to help you connect with your
audience wherever they hang out online

Aaron N. Fletcher is a small-business marketing expert specializing in
online marketing, search-engine optimization, Web design, and social
media. He’s spent his 20-plus-year career in advertising and marketing,
holding senior-level marketing positions with top media companies
including Village Voice Media, The Daily Journal Corporation, Nolo
Press, and Caring.com, taking several of these brands from zero to
over $10 million in sales through the use of effective SEO, sales,
and marketing. He is founder of Geek-Free Marketing (www.geek-
freemarketing.com), helping thousands of small businesses become
more effective in their marketing through the use of “plain-English” marketing systems.
$19.95 ($21.95 Can.)
Business / Small Businesses / Web Marketing

www.turnerpublishingcompany.com
Author photo by Steve LaBadessa

STAND OUT

STAND OUT
A SIMPLE AND EFFECTIVE
ONLINE MARKETING PLAN
FOR YOUR SMALL BUSINESS

Aaron N. Fletcher

TURNER

Stand Out: A Simple and Effective Online Marketing Plan for Your Small Business

Fletcher.

For my wife, Elizabeth: Thanks for who you are, all you do, and how you make me—

and every being you encounter—feel.

ACKNOWLEDGMENTS Stand Out .

viii Acknowledgments .

CONTENTS ACKNOWLEDGMENTS VII INTRODUCTION XI PART 1: THE STAND OUT MARKETING FOUNDATION 1 Use the “5M’s” of Marketing to Build a Solid Foundation Understand the Basic Online Marketing Funnel PART 2: THE STAND OUT WEB DESIGN STRATEGY 29 Choose the Right Domain Name. and Hosting Provider Design an Engaging Website That Builds Trust with Your Audience Generate More Leads Using Website Conversion Triggers PART 3: THE STAND OUT SEO STRATEGY 93 Google 101: How Search Engines Work Optimize Your Website with SEO Basics Reach Your Audience Across the Web Measure Your Online Marketing Funnel PART 4: THE STAND OUT CONTENT STRATEGY 199 Outpublish Your Competition with a Content Marketing Plan Write Your Way to the Top with Blogging Basics Be Seen Everywhere Using Online Videos . CMS.

x Contents PART 5: NEXT STEPS FOR STAND OUT MARKETERS 289 Get More Referrals. and Renewals with Nurture Campaigns Become a Digital Citizen and Join the Discussion CONCLUSION 323 NOTES 327 INDEX 337 . Reviews.

INTRODUCTION .

Fletcher WHY IS THIS BOOK FOR ME? .xii Aaron N.

ANYWAY? Relevance: 1 . STAND OUT xiii HOW HUGE AN OPPORTUNITY ARE WE TALKING ABOUT? 2 WHY ARE WE ALL USING THE INTERNET TO FIND LOCAL BUSINESSES.

Fletcher Interactivity: Convenience: WHAT ABOUT US ADVERTISERS? Relevance: Engagement: Measurement: .xiv Aaron N.

metrics. . STAND OUT xv THE STAND OUT PROCESS Part One—The STAND OUT Marketing Foundation: mindset. media. message. market.

xvi Aaron N. Fletcher Part Two—The STAND OUT Web Design Strategy: Part Three—The STAND OUT SEO Strategy: Part Four—The STAND OUT Content Strategy: Part Five—Next Steps for STAND OUT HOW TO USE THIS BOOK not .

STAND OUT xvii KEY CONCEPTS: RESOURCES: CHAPTER CHECKLISTS: WHAT’S THE CATCH? The 4-Hour Workweek The 4-Hour Body. You have to actually do the work. .

xviii Aaron N. Fletcher .

PART ONE THE STAND OUT MARKETING FOUNDATION .

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ONE USE THE “5M’s” OF MARKETING TO BUILD A SOLID FOUNDATION “The aim of marketing is to know and understand the customer so well the product or —Peter Drucker · OVERHAUL YOUR CURRENT MARKETING PLAN .

4 Aaron N. Metrics: how to know which of your marketing efforts are MINDSET . Market: how to ensure that you understand exactly who your target clients are and precisely what their needs are 3. Message: how to determine the single most important from your competitors 4. Fletcher 1. Mindset: how to think more like a marketing-focused business owner and understand the need for and value of getting more involved with your marketing 2. Media: how to determine where you are most likely to reach 5.

2. See the need to obtain it. STAND OUT 5 you Bad Marketing = Bad Internet Marketing 1. Create the time to obtain it.0: YOUR NEW MARKETING MINDSET . BUSINESS OWNER 2.

But I have “Someone Else” who handles that! marketing is the core element of your business. Next. Client.6 Aaron N. Your. Fletcher You are not what you sell! Getting. .

STAND OUT 7 The New Marketing Mindset Checklist: RESOURCE: on in The E-Myth MARKET .

Develop a passion or skill. 4. Ask them what they want. Build what they want. Start the business. 1. 3. 3. 2. Fletcher The Four Steps of Short-Lived Entrepreneurship Field of Dreams that 1. Develop products and services.8 Aaron N. Find customers to sell these products and services to. . 2.

STAND OUT 9 The Importance of Identifying a Single Target Market .

10 Aaron N. Fletcher Focus Your Message: Create a Target Customer Profile QUESTIONS FOR IDENTIFYING YOUR TARGET MARKET 1. What are the demographics of my market? What are the measurable statistics that I know about my market such as are in the area that I service? .

8. enjoy? If I want to stay in touch with the market on an ongoing basis then I need to know what this group is reading. Do I know where to go? 7. STAND OUT 11 2. Do I understand the problems that my market faces? Will my product or service solve a problem for the members of this market? 9. I align my product or service in some way with them and their message? . What kind of connection do I have to this market so I know it well? Am I part of the market myself or have I been part of it in the past? Do I have family and friends that are part of it? 6. 10. Do I know what attracts this group? How do I let this group know about my product or service? What will get their attention? 11. Do I know the language that this market uses? Knowing the vocabulary of my market gives me more credibility. How often do they purchase services like the ones I purchase? 3. What are the psychographics of my market? What are the 4. market and talk to them directly. If I have to spend a lot of time with this group will I be bored or repelled by its members? 5.

12 Aaron N. Fletcher MESSAGE critical IT’S NOT ABOUT YOU .

Aim Domino’s Pizza: FedEx: . Fire. STAND OUT 13 —Ready.

What is the that sets your business apart? MEDIA . 3. What is the primary need of your customers that your 2. Fletcher M&M’s: THE SIMPLE WAY TO DEVELOP YOUR UNIQUE SELLING PROPOSITION 1.14 Aaron N.

STAND OUT 15 COMMON PLACES TO REACH YOUR AUDIENCE ONLINE Your Website: Search Engines: Social Media Sites: .

16 Aaron N. Fletcher Online Directories: Multimedia Sites: Industry Sites and Blogs: Joint Ventures and Partnerships: METRICS .

REACH: ENGAGEMENT: CONVERSION: . STAND OUT 17 KEY MARKETING METRICS FOR YOUR BUSINESS Measure your online marketing funnel.

18 Aaron N. Fletcher Measure your advertising spending and ROI. Measure your competition. In The Art of War. if you do not single battle CHAPTER CHECKLIST Get into the Right Mindset .

STAND OUT 19 Identify Your Target Market Identify the Best Media to Reach Your Customers Measure Your Marketing .

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Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. you can move mountains. But it’s worth it in the end because once you get there.” —Steve Jobs your entire online marketing program and goals can be broken down into three primary phases: Reach: Engagement: Conversion: .TWO UNDERSTAND THE BASIC ONLINE MARKETING FUNNEL “That’s been one of my mantras—focus and simplicity.

22 Aaron N. Fletcher BENEFITS OF USING THE SIMPLE ONLINE MARKETING FUNNEL Simplicity: Time Savings: .

STAND OUT 23 Cost Savings: Continuous Improvement: THE SIMPLE ONLINE MARKETING FUNNEL EXPLAINED Figure 1: The Basic Three-Step Online Marketing Funnel REACH .

24 Aaron N. Fletcher Search engine rankings: PPC impressions: Email open rates: .

STAND OUT 25 ENGAGEMENT Bounce rate: Time on site: .

26 Aaron N. Fletcher Page views: CONVERSION NOTE: .

How many of these leads became clients? 4. 3. STAND OUT 27 1. How many leads were generated in a given time frame? 2. CHAPTER SUMMARY CHAPTER CHECKLIST Understand the Basic Online Marketing Funnel . 5.

Fletcher Measure Each Phase of the Online Marketing Funnel .28 Aaron N.

PART ONE: PART TWO THE STAND OUT WEB DESIGN STRATEGY .

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CMS. AND HOSTING PROVIDER “In today’s information age of Marketing and Web 2. a company’s website is the key to their entire business.” —Marcus Sheridan Nationally acclaimed marketing speaker will Inbound Marketing. .THREE CHOOSE THE RIGHT DOMAIN NAME.0.

32 Aaron N. Fletcher The history of the company website began with the paper brochure that was handed out at trade shows and stuffed into envelopes for mailing to unsuspecting prospects. This made sense at the time. having a “brochureware” website is where the trouble starts for many businesses today. and companies had spent lots of money to have these brochures designed. However. this same brochure was handed to a Web Designer who turned it into a beautiful website. the Web was new and mostly static. brochures were static. When the Internet came into play. SIX SIMPLE STEPS TO LAUNCHING A GREAT WEBSITE Step 1: SELECT A GREAT DOMAIN NAME .

. Keep your domain short. STAND OUT 33 Ti p s for c hoo si ng a gr e aT d om a i n na m e Use relevant keywords.

. Fletcher Make your Web address easy to type. Save the abstract branding for the big companies. Length of time matters! Avoid tricks and shortcuts. Avoid using hyphens or weird characters.34 Aaron N. Make sure your domain describes what you do.

STAND OUT 35 Do not pay “cyber KEY CONCEPT: What to Do If All the Good Domain Names Are Taken .

36 Aaron N. Fletcher RESOURCE: Domain Name: Step 2: REGISTER YOUR DOMAIN NAME W h aT a bou T m y c u r r e n T d om a i n n a m e ? .

STAND OUT 37 Step 3: Use a Content Management System (CMS) .

Fletcher a dva n Tage s of u si ng Wor d p r e s s To b u i l d you r W eb si T e ).38 Aaron N. The Wall Street Journal. Ease of use: Low cost: .

STAND OUT 39 Support: Large number of professional themes: Performance: Portability: Thousands of free plugins: KEY CONCEPT: .

Fletcher Step 4: CHOOSE A HOSTING PROVIDER Ty p e s of W eb si T e h os T i ng : Free hosting Shared hosting .40 Aaron N.

STAND OUT 41 Dedicated hosting KEY CONCEPT: Get the Best of Both Hosting Worlds WARNING: .

Fletcher r ecom m e n de d h os T i ng p rov i der s ) ) ) ) Step 5: LAUNCH A BASIC THEME 1. 2. Having this basic site live on your domain name provides the .42 Aaron N.

Install WordPress on your new domain name. STAND OUT 43 1. Pick a hosting provider/domain registrar. Decide which credit or debit card to use and sign up for hosting. STEP 6: DECIDE TO HIRE A DESIGNER OR DO IT YOURSELF . 2. 3. RESOURCE ). 5. 4. Choose a domain name. hosting control panel.

44 Aaron N. Use a hybrid approach: pick a theme that you can customize with some help from a hired programmer. 2. W h er e To fi n d a g r e aT Wor d p r e s s Th e m e . Fletcher 1. Do the whole website yourself. 3. Outsource the process entirely.

Go with a reputable theme company.org . Popular WordPress Theme Companies Studiopress. STAND OUT 45 Ti p s on c hoosi ng a Th e m e : Use a big-picture perspective when looking at themes.com: Elegant Themes Woo Themes Themeforest Free Themes on WordPress. Look for theme portfolios.

46 Aaron N. Use an FTP connection. Fletcher h oW To a dd a Wor d p r e s s Th e m e To you r s i T e Upload the theme from your WordPress Admin Dashboard. .

A free or low-cost website that came along with a recent 2. an arm and a leg but has yet to generate more than the occasional lukewarm lead Top Outsourcing Sites Odesk . STAND OUT 47 h oW To h i r e a g r e aT W eb si T e d e v e l op er for a f r ac T ion of T h e c os T 1.

48 Aaron N.com 99 designs Fiverr . Fletcher Elance Guru.

Start with a small test. Communicate clearly. STAND OUT 49 How to Pick the Best Contractor to Work on Your Website Check reviews and portfolios. .

Fletcher WARNING: Be Aware of Potential Security Risks Associated with Outsourcing RESOURCE: Virtual Staff Finder .50 Aaron N.

STAND OUT 51 CHAPTER SUMMARY RESOURCES: WordPress Beginners CHAPTER CHECKLIST Select the Right Domain Name Register Your Domain .

Fletcher Launch Your Basic Site .52 Aaron N.

” —Juan-Carlos Fernandez visit go to .FOUR DESIGN AN ENGAGING WEBSITE THAT BUILDS TRUST WITH YOUR AUDIENCE “Bad design is smoke. while good design is a mirror.

54 Aaron N. Fletcher FIVE STEPS TO A MORE ENGAGING WEBSITE Step 1: FOCUS YOUR DESIGN AND CONTENT ON YOUR CUSTOMERS and them only. d e f i n e you r s i T e ’ s i de a l u ser e x p er i e nc e .

STAND OUT 55 Elements to Consider in Your Overall Website User Experience: Overall structure and design layout: Colors: Messaging: define a c l e a r g oa l of you r W eb si T e T h rough a m is sion s TaT e m e n T .

And the more web pages I look at.56 Aaron N. Fletcher Step 2: USE SIMPLE NAVIGATION law of usability. the more convinced I .

.” —Steve Krug. STAND OUT 57 become. It’s the overriding principle—the ultimate tie breaker when deciding whether something works or doesn’t in web design. Practice Zen-like simplicity. author of Keep it consistent.

58 Aaron N. Home > Blog > 10 Ways to Get Larger Biceps . Use action verbs. Fletcher Always go wide instead of deep. Use breadcrumbs.

Testimonials: . STAND OUT 59 Step 3: INCORPORATE SOCIAL PROOF AND TRUST social proof.

Fletcher RESOURCE: Website Trends: Testimonials Design RESOURCE: to Your Site . Trust Icons: Figure 2: Example of a “Facebook Fan Box” used on my blog .60 Aaron N. .

STAND OUT 61 1. Best Types of Trust Icons to Use on Your Site Associations and Memberships: Media Icons: Oprah.” Social Media and Reviews: Security: General Trust Icons: . Trust by Association.

LLP makes good use of trust logos on their site (http://www. Online Reviews: . Cahn & Weiss. WARNING: Avoid Copyright and Trademark Infringement KEY CONCEPT: 2. Fletcher Figure 3: Sakkas.com/).sakkascahn.62 Aaron N.

RESOURCE: The Yelp Bar WordPress Plugin . STAND OUT 63 a Yelp reviews widget on his WordPress site.

64 Aaron N. Fletcher 3. Expert Endorsements: 4. Client Lists: LEARN MORE: Step 4: MAKE YOUR CONTENT HIGHLY SHAREABLE .

STAND OUT 65 s oci a l s h a r i ng e x pa n d s o n l i n e r e ac h RESOURCE Use the Digg Digg Plugin on Your WordPress Site ) that Step 5: LEVERAGE MULTIMEDIA .

66 Aaron N. Photos and Graphics: . Fletcher KEY CONCEPT: Never Publish Text Alone FORMS OF MULTIMEDIA 1.

Online Video: . STAND OUT 67 RESOURCE: Free Stock Photo Sites ) ) ) WARNING: Avoid Being Sued for Image Copyright Violation 2.

Fletcher Top vi deo h os T i ng and s h a r i ng s i T e s ) ) ) ) ) TAKE ACTION: Embed a Slideshare Presentation on Your Site! .68 Aaron N.

STAND OUT 69 RESOURCES: Web Design and Usability Resources W eb si T e s .

. only the site content that is the most important for your visitors to see.70 Aaron N. Be sure that your site produces an ideal user experience that messaging all support this ideal visitor experience. Be sure that your navigation elements contain action verbs rather than canned phrases. Fletcher b ook s Don’t Make Me Think!: A Common Sense Approach to Web Usability Neuro Web Design: What Makes Them Click? CHAPTER SUMMARY CHAPTER CHECKLIST Ensure that the design and content of your website is focused solely on your target customers. Incorporate social proof and trust icons into your site: Make it easy for users to share your content by including social media sharing widgets and icons on every page.

STAND OUT 71 Leverage the power of multimedia by incorporating at least piece of content. .

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FIVE GENERATE MORE LEADS USING WEBSITE CONVERSION TRIGGERS —Steven Wright WHAT IS A CONVERSION RATE? .

74 Aaron N. Fletcher KEY CONCEPT: conversion Ecommerce sites: Online marketers: Social media advertisers: Small business websites: KEY CONCEPT: Measuring Conversion Rates Goes Beyond Your Website FIVE WAYS TO GENERATE MORE LEADS ON YOUR WEBSITE .

com (image source http:// match. Use Landing Page Best Practices Figure 6: An example of a landing page used by Match.com) . STAND OUT 75 1.

Fletcher Tr e aT e v ery page as a l a n di ng page How to Make Your Web Pages Like Your Landing Page Focus each page on a single topic. .76 Aaron N.

or viewer of a sales promotion message to take an immediate action.’ A retail advertisement or commercial without a call-to-action is considered incomplete and ineffective. listener.’ or (on Internet) ‘Click Here. 2.” el emenTs of a n e f f ec T i v e c a l l To a c T ion Who the reader is: . STAND OUT 77 Include conversion elements on every page. Provide a Compelling Offer and Call to Action “Words that urge the reader.’ ‘Call Now. such as ‘Write Now.

78 Aaron N. Fletcher How to take action: Where to take action: When to take action: th Why to take action: TAKE ACTION: Write Your First Call to Action .

STAND OUT 79 RESOURCE: 5 Real-Life Examples of Fantastic Calls to Action u se you r c a l l s To a c T ion e v ery W h er e you c a n Blog posts: .

Fletcher Online listings: 3.80 Aaron N. Use Simple Web Forms to Capture Leads .

STAND OUT 81 Measurability: Familiarity: Highly customizable: Portability: Ty p e s of o n l i n e l e a d f or m s .

Fletcher 1. Database-driven forms: h oW To u se l e a d f or m s for m a x i m u m c on v er sions Make your forms as short as possible. Simple email posted forms: 2. .82 Aaron N.

Place your lead forms in prominent places. . Make your form STAND OUT. Remember to include your call to action. STAND OUT 83 Place at least one lead form on every page.

Fletcher 4. Make the Phone Ring with Prominent Phone Numbers h oW To d ou bl e you r p hon e b i l l in Te n m i n u T e s (i n a g ood Way ) Use a local number.84 Aaron N. .

Track your phone calls. Pair your phone number with a call to action. STAND OUT 85 Place the number in the header on every page of your site. 5. Make your phone number larger. Say “Hello” with Popups and Toolbars .

Web Toolbars: Hello Bar . Fletcher Popups and lightboxes: ) ) ) WARNING: Now Google Hates Popups Too! .86 Aaron N.

Start Up a Conversation with Online Chat Self-managed live chat: . STAND OUT 87 Viper Bar 6.

88 Aaron N. Entice Your Audience with Conversion Magnets . Fletcher ) ) ) ) All-in-one live chat solutions: ) ) 7.

STAND OUT 89 Figure 7: Example of online chat window used on a website F .

Fletcher Ty p e s of c on v er sion m agn e T s Tip sheets: Video: E-books: CHAPTER SUMMARY .90 Aaron N.

STAND OUT 91 CONVERSION TOOLS AND RESOURCES Which Test Won CHAPTER CHECKLIST Use Landing Page Best Practices for Every Page of Your Site: Include a Strong Call to Action on Every Page of Your Site Use Simple Web Forms to Capture Leads Incorporate Best Practices in Telephone Conversion Use a Conversion Bar or Popup Lightbox Experiment with Live Chat Services .

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PART ONE: PART THREE THE STAND OUT SEO STRATEGY .

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” —Jimmy Wales . it doesn’t exist.six GOOGLE 101: HOW SEARCH ENGINES WORK “If it isn’t on Google.

Fletcher WHEN I SAY GOOGLE. Figure 8: U. I MEAN GOOGLE ).S. 2. Search Engine Market Share .96 Aaron N.

STAND OUT 97 SEARCH ENGINE FACTS A BRIEF HISTORY OF SEARCH ENGINES .

98 Aaron N. The Search Bar NOTE: . Fletcher ANATOMY OF A GOOGLE SEARCH ENGINE RESULTS PAGE (SERP) 1.

STAND OUT 99 Figure 9: Anatomy of a Google SERP 2. Paid Search Results ben efiTs of u si ng g oogl e a dWor d s .

Organic Search Results .100 Aaron N. Fletcher Immediate results: Measurability: Ultra-targetability: 3.

Google+ Local and Maps Results . STAND OUT 101 local business. 4.

102 Aaron N. Blended Search . Fletcher KEY CONCEPT: Mobile Use Is on the Rise 5.

STAND OUT 103 4 Categories of Blended Search Health 4 .

104 Aaron N. . Fletcher HOW GOOGLE DECIDES WHO’S ON TOP Google Bit Off More Than It Could Chew—The Entire Internet! ).

STAND OUT 105 Crawling: Indexing: Ranking: Crawling KEY CONCEPT: .

106 Aaron N. Fletcher Indexing NOTE: Ranking .

STAND OUT 107 Relevance: Trust: SPAM Filters: .

108 Aaron N. Fletcher KEY CONCEPT: CHAPTER CHECKLIST Understand the Anatomy of Google Search Results Understand the Three-Step Process Google Uses to Rank Web Pages .

SEVEN OPTIMIZE YOUR WEBSITE WITH SEO BASICS art is in getting noticed naturally. without screaming or without tricks.” —Leo Burnett .

Domain Name and URL Structure: . 2. Fletcher to your actual website 1.110 Aaron N.

Use of Keywords in the Right Places: 4. STAND OUT 111 ). Quality Score: 6. Quality of Your Content: 5. Local Search Factors: . 3.

Quality Backlinks from Trusted Sources: 8. . Reviews and Citations: RESOURCE: The Periodic Table of SEO Ranking Factors ). Fletcher 7. Social Factors: 9.112 Aaron N.

STAND OUT 113 SEO IS ALL ABOUT KEYWORDS THE ONLINE BUYING FUNNEL Informational Searches Transactional Searches .

Fletcher Navigational Searches KEY CONCEPT: Education-Based Marketing Gives You a Jump on the Competition .114 Aaron N.

maybe 30. when studying the referrals from the search engines and the traffic they generate. Most site managers are very happy to see the numbers increase for those specific terms. this has proved to be the opposite. . An important marketing concept known as “The Long Tail” is used to describe the hundreds to thousands of keywords and key phrases that a website is found for. Conventional thinking applies the 80-20 rule that the top terms provide 80 percent of the business. but in evaluating multiple sites. and even happier to see those terms consistently ranking well. The principle of the Long Tail is the opposite of focusing on the top 10-20 keywords for marketing your website. STAND OUT 115 KEY CONCEPT: Understanding the Long Tail of Search Wired The Long Tail. However. yet rarely noticed or exploited by owners of the website. The “top keyword” concept is reinforced by agencies that contract to gain rankings for 10-20 terms. People tend to focus on the thousands of visitors that come to the site for the most popular terms. their market.

Fletcher Figure 11: The Long Tail .116 Aaron N.

Create Your Huge Laundry List . STAND OUT 117 SEVEN SIMPLE STEPS TO SMALL BUSINESS SEO SUCCESS STEP 1: FIND THE BEST KEYWORDS TO TARGET 1.

Fletcher Category Printing Shops Business Cards keyword keyword Keywords printing services business cards printing shop best business cards printer services free business cards screen printing services templates for business cards digital printing services business cards templates copy and printing services how to design business cards copy printing services business cards design cheap printing services design business cards Figure 12: A sample “Keyword Laundry List” 1. Competitors: . Your Customers: 3.118 Aaron N. A Simple Brain Dump: 2.

STAND OUT 119 .

120 Aaron N. Remove Undesirable and Irrelevant Search Terms . 2. Fletcher Figure 13: SEM Rush KEY CONCEPT: Keywords.

Keyword Tool . STAND OUT 121 KEY CONCEPT: Category Printing Shops Business Cards keyword keyword Keywords printing services business cards printing shop best business cards printer services business credit cards screen printing services templates for business cards Canon printers playing card shops copy and printing services how to design business cards copy printing services business cards design Ink jet cartridges design business cards Figure 14: Step 2 is about removing irrelevant keywords.

122 Aaron N. Fletcher Figure 15: Using Google’s Keyword Tool to measure keyword popularity .

000 screen printing services 2.000 Figure 17: Step 3 allows you to rank your keywords by popularity.000 printing shop 60. STAND OUT 123 Figure 16: Using Google’s Keyword Tool to download keyword reports Category Printing Shops Business Cards keyword keyword Keywords printing services 165.000 copy and printing services 2.900 design business cards 74.500 free business cards 165.100 printer services 40.400 business cards templates 110.400 how to design business cards 74.000 copy printing services 2. .400 business cards design 74.000 business cards 1.400 templates for business cards 110.000 digital printing services 2.500 best business cards 33.500.000 cheap printing services 1.

Fletcher KEY CONCEPT: Word KEY CONCEPT: Doing Keyword Research .124 Aaron N.

4. Finalize Your Keyword Map KEYWORD RESEARCH TOOLS AND RESOURCES: SEOmoz Beginners Guide to Keyword Research SEM RUSH Market Samurai Long Tail Pro . STAND OUT 125 later).

126 Aaron N. Fletcher Step 2: USE YOUR KEYWORDS IN THE RIGHT PLACES W h er e To u se you r Ta rge T e d k e y Wor d s : e v ery W h er e ! .

2. etc. STAND OUT 127 On-Page Keyword Deployment Off-Page Keyword Deployment UÊ9œÕÀÊ`œ“>ˆ˜Ê˜>“iÊ>˜`Ê1. Quick Steps to Keyword Deployment 1. Add your keywords to your page titles . Use Keyword-Rich URLs ).à UʘÊ̅iÊ>˜V…œÀÊÌiÝÌʜvʈ˜LœÕ˜`ʏˆ˜ŽÃ UÊ/…iÊ̈̏iÃʜvÊޜÕÀÊ7iLÊ«>}iÃÊ>˜`ÊLœ}Ê«œÃÌà UÊ"˜ÊޜÕÀÊÜVˆ>Ê“i`ˆ>Ê«Àœvˆiʘ>“ià UÊ/…iʅi>`ˆ˜}ÃʜvÊޜÕÀÊ7iLÊ«>}ià UʘÊޜÕÀÊÜVˆ>Ê“i`ˆ>Ê`iÃVÀˆ«Ìˆœ˜Ã UÊ7ˆÌ…ˆ˜Ê̅iʓiÌ>Ê`iÃVÀˆ«Ìˆœ˜ÃʜvÊޜÕÀÊ7iLÊ Uʘʫ>ˆ`ʜ˜ˆ˜iÊ`ˆÀiV̜ÀÞʏˆÃ̈˜}à pages UʘÊޜÕÀÊ** Ê­œœ}iÊ`7œÀ`îÊ>`à UÊ7ˆÌ…ˆ˜ÊޜÕÀÊVœ˜Ìi˜ÌÊ­>À̈ViÃ]Ê7iLÊ«>}iÃ]Ê Uʘʈ˜LœÕ˜`ʏˆ˜ŽÃÊ̜ÊޜÕÀÊÈÌiÊ­>˜V…œÀÊÌiÝÌÊ blogs.) is key!) UÊ/…iʘ>“iÃÊ>˜`Ê`iÃVÀˆ«Ìˆœ˜ÃʜvÊ«…œÌœÃÊ>˜`Ê UʘÊޜÕÀÊÈ}˜>ÌÕÀiÃʜ˜ÊvœÀՓÃÊޜÕÊLiœ˜}Ê̜ videos on your site UʘÊVœ““i˜ÌÃÊޜÕʓ>Žiʜ˜ÊœÌ…iÀÊLœ}ÃÊ>˜`Ê UÊ/…iʘ>ۈ}>̈œ˜Êœ˜ÊޜÕÀÊÜiLÈÌi forums UÊ/…iʈ˜ÌiÀ˜>Êˆ˜ŽÃʜ˜ÊޜÕÀÊÜiLÈÌi UÊ"˜Ê}ÕiÃÌÊLœ}Ê«œÃÌÃÊޜÕÊ«ÕLˆÃ…Êœ˜ÊœÌ…iÀýÊÈÌià UʘÞ܅iÀiÊޜÕÀÊLÕȘiÃÃʈÃʏˆÃÌi` Figure 18: Keywords should be used both on your site and wherever else your business is listed on the Web.

Fletcher Figure 19: Viewing the title of a Web page .128 Aaron N.

Add your keywords to the headings and content of your Web pages Page Headings . STAND OUT 129 RESOURCE: Use the Yoast WordPress SEO Plugin to Make On-Page SEO Simple 3.

Fletcher Photos and Videos Are Content. Too! Content SEO Checklist Step 3: USE AN SEO-FRIENDLY WEBSITE STRUCTURE .130 Aaron N.

wide website structures . Figure 20: Deep vs. STAND OUT 131 1.

Fletcher KEY CONCEPT: Use Your Keyword Map to Lay Out Your Site Design PRIMARY SERVICES MAIN BUSINESS OR PRODUCT CATEGORIES Main CATEGORY PRINTING SHOP BUSINESS CARDS Navigation business card printers printers Transactional cheap business cards SEO printing company Keywords fast business card Keywords business printing printing how to hire a printer best types of business cards Content Informational Pages types of printing business card design ideas Keywords local vs. online printing what to include on business cards Figure 21: Using primary categories in your keyword map for Web page navigation KEY CONCEPT: The Importance of Anchor Text .132 Aaron N.

Ensure that your website is fast. RESOURCE: Step 4: INSTALL GOOGLE ANALYTICS AND GOOGLE WEBMASTER TOOLS Google Analytics . STAND OUT 133 4.

com/ analytics/ account. 2.134 Aaron N.google.google.com/NewAccount online marketing. https://accounts.org/extend/ plugins/google-analytics-for-wordpress/ install and manage Google Analytics. http://wordpress. 3. Fletcher 1. Google Webmaster Tools . http://www.

STAND OUT 135 ) RESOURCE: Using Webmaster Tools Like an SEO Step 5: LOCALIZE YOUR SEO Add your localized keywords to page titles and content. .

Link to your Google+ Local page. . Include a Google map on your site. Fletcher Include your physical location on every page of your site.136 Aaron N. Claim your local business listings.

STAND OUT 137 Get more reviews. RESOURCES: Local SEO Resources from around the Web Step 6: OPTIMIZE FOR MOBILE SEARCH .

138 Aaron N. Fletcher Ensuring that your website uses a mobile theme or style sheet. Ensuring that your business is listed with local directories and Step 7: PROCLAIM YOUR AUTHORSHIP .

This provides a distinct visual advantage and has been proven to yield higher click-through rates than text-only search results. putting an accountable and visible face with the name. . Your photo will show up along with your business in search results. 2. STAND OUT 139 1. Figure 22: Google Authorship allows author photo and information to show in search results.

140 Aaron N. Fletcher CHAPTER SUMMARY CHAPTER CHECKLIST Understand the Basics of Small Business SEO and the Keyword Buying Funnel Step 1: Identify the best keywords to use on your site Step 2: Use Your Keywords in the Right Places Step 3: Use an SEO and People-Friendly Site Structure .

STAND OUT 141 Step 4: Install Google Analytics and Google Webmaster Tools Step 5: Localize Your SEO Campaigns Step 6: Implement Mobile SEO Basics .

.

EIGHT REACH YOUR AUDIENCE ACROSS THE WEB —Zig Ziglar .

Fletcher THE FOUR PILLARS OF ONLINE REACH Referring Sites: .144 Aaron N.

. STAND OUT 145 SEO LINK-BUILDING BASICS Figure 23: Obtaining backlinks to your site from trusted sources is still important for SEO.

146 Aaron N. Fletcher ALWAYS PUT HUMANS AHEAD OF SEARCH ENGINES NOT ALL LINKS ARE CREATED EQUAL .

Diversify your anchor text. BACKLINKS BEST PRACTICES Never use software or spammy methods for backlinks. STAND OUT 147 Relevance: Trust: Authority: ). Deep links are better than shallow ones. .

Fletcher Obtain links from multiple sources. RESOURCE: Use the Open Site Explorer from SEOmoz to Spy on Your Competitors KEY CONCEPT: Avoid Black Hat Link-Building Penalties .148 Aaron N.

. Join the Discussion. STAND OUT 149 HOW TO GET THE MOST OUT OF YOUR WEB LISTINGS Apply the Funnel to Your Online Listings. Reach: Engagement: Conversion: Be Consistent.

Friends and Family 2. Local Online Directories Top l oc a l b usi n e s s d i r ec Tor i e s : Google+ Local Yahoo! Local Superpages YellowBook Yellow Pages Yelp Citysearch Merchant Circle Topix Insider Pages RESOURCE: Local Directory Lists and Services .150 Aaron N. Fletcher TOP TEN SOURCES FOR REACHING YOUR AUDIENCE 1.

Local Community and Media Websites 4. Social Media Sites . STAND OUT 151 3.

Fletcher Top s oci a l m e di a s i T e s KEY CONCEPT: Build Your Audience Now to Set the Stage for Content Marketing .152 Aaron N.

com LKR Social Media 5. Niche Blogs and Forums . Industry Websites 6. STAND OUT 153 SOCIAL MEDIA RESOURCES Knowem.

154 Aaron N. 1. This will only risk you getting . 2. Never leave comments on blogs or forums for the sake of backlinks or SEO alone. Fletcher Press Release Sites Social Article Bookmarking Directories Sites Photo & Blogs & Video Forums Sites Social Local Media Directories Sites Niche Directories Community & Sites Associations Figure 24: An effective visibility strategy should include listing your business on several categories of websites.

Social Bookmarking Sites . STAND OUT 155 banned from these sites and potentially de-indexed from RESOURCE: Technorati Blog Directory Technorati KEY CONCEPT: Use Guest Blogging to Increase Your Audience 7.

Fletcher Top s oci a l b ook m a r k i ng s i T e s ) ) ) ) ) ) 8. Photo and Video Sharing Sites Top p ho To and vi deo s i T e s .156 Aaron N.

which are websites created to produce mass content. Article Directories article directories are referred to as content farms.” Top a rT ic l e d i r ec Tor i e s . STAND OUT 157 ) ) 9.

158 Aaron N. Press Release Sites Top p r e s s r e l e a se s i T e s ) ) PRESS RELEASE RESOURCES: ) Great Article: How to Use the Modern Press Release ) . Fletcher 10.

STAND OUT 159 Article: How to Write a Press Release That Gets Attention: ) WHAT ABOUT PAID ONLINE ADVERTISING? CHAPTER SUMMARY .

160 Aaron N. Fletcher CHAPTER CHECKLIST Understand the 4 Pillars of Online Reach Get the Most Out of Your Online Listings List Your Business in the Right Places .

STAND OUT 161 .

.

Pearson’s Law . That which is measured and reported improves exponentially.” —Karl Pearson.NINE MEASURE YOUR ONLINE MARKETING FUNNEL “That which is measured improves.

164 Aaron N. Fletcher

BENEFITS OF MEASURING YOUR ONLINE MARKETING

Trimming the fat:

Continual improvement:

Focusing your energy:

TAKE THE FIVE-MINUTE MARKETING METRICS
COMPETENCY TEST

STAND OUT 165

1. Where does your site rank on Google for your targeted
search terms?
2.
3.

4.
5. What is the average value of a new lead?
6. What percentage of leads convert into sales?
7. What is the value of a new customer to your business?
8. What is the lifetime value of a customer?
9. What is the ROI for each of your sources of leads?

TRACKING TOOLS USED IN THIS CHAPTER

1. A Search Engine Rankings Tool:

166 Aaron N. Fletcher

2. A Tool to Measure Web Analytics:

3. A Basic Excel Spreadsheet:

THE SIMPLE WAY TO MEASURE YOUR ONLINE
MARKETING FUNNEL

Figure 25: The online marketing funnel as related to metrics

STAND OUT 167

Step 1: MEASURE YOUR ORGANIC SEARCH RANKINGS

h oW To m e a su r e se a rc h r a n k i ng s

Google Webmaster Tools

SEOmoz Rank Tracker

Bright Local

168 Aaron N. Fletcher

Figure 26: An example of Bright Local’s search rankings reports

RAVEN TOOLS RESOURCES

Measure Benchmarks:

STAND OUT 169

Best Practices:

Step 2: MEASURE YOUR ONLINE WEBSITE TRAFFIC
Google Analytics Overview

170 Aaron N. Fletcher

W h aT k i n d s of d aTa a r e ava i l a bl e in a na ly T ic s

k e ep i T s i m pl e

STAND OUT 171 m e a su r i ng you r W eb si T e Tr a f f ic KEY CONCEPT: Understanding Common Analytics Terms Browser Cookie: Website Visit: Page Views: .

Benchmarks: Best Practices: . Fletcher Figure 27: Google Analytics displays valuable metrics within hours of installing the application.172 Aaron N.

STAND OUT 173 Demographics: Benchmarks: Best Practices: Traffic Sources: .

174 Aaron N. Fletcher Figure 28: The Demographics Location report is a great way to measure Benchmarks: .

STAND OUT 175 Best Practices: .

Fletcher Benchmarks: Best Practices: Referring Sites: .176 Aaron N.

STAND OUT 177 Benchmarks: Best Practices: Social Referrals: Benchmarks: Best Practices: o T h er m e a su r e s of o n l i n e r e ac h .

Fletcher Step 3: MEASURE USER ENGAGEMENT Returning Visits: Benchmarks: Best Practices: .178 Aaron N.

Time on Site: . STAND OUT 179 Figure 31: The Frequency & Recency report provides useful engagement metrics.

180 Aaron N. Fletcher Benchmarks: Best Practices: Pages per Visit: Benchmarks: Best Practices: .

STAND OUT 181 Bounce Rate: Benchmarks: Best Practices: .

o T h er m e a su r e s of u ser e ng age m e n T . Fletcher Figure 32: GA allows you to see which search queries and content resulted in high bounce rates.182 Aaron N.

STAND OUT 183 Step 4: MEASURE CONVERSIONS g oogl e a na ly T ic s g oa l s .

complete your form. 4. Nearly any Web form provider you use will allow you 3. This will be used to track goal completions.184 Aaron N. as you will likely use several types of conversion goals . Fletcher Using Goals to Track Web Leads and Opt-ins 1. page. 2.

STAND OUT 185 Figure 33: Using goals to track conversions in Google Analytics Figure 34: Naming your goals in GA .

186 Aaron N. Fletcher KEY CONCEPT: Track ROI by Adding Goal Values Figure 35: Setting a value for your goals provides great insight sources are generating Tr ac k i ng o p T .i ns and s u b s cr i p T ions revenue. .

STAND OUT 187 p hon e Tr ac k i ng in a na ly T ic s .

.188 Aaron N.0. Fletcher h oW a na ly T ic s c a l l Tr ac k i ng Wor k s Dedicated phone numbers: Dynamic phone call tracking: RESOURCE: ANALYTICS RESOURCES FROM AROUND THE WEB: Web Analytics 2.

Enter Your Analytics Data . STAND OUT 189 Step 5: USE A SIMPLE DASHBOARD TO TRACK YOUR MARKETING ROI 1.

Fletcher GA metrics.190 Aaron N. .

STAND OUT 191 New sales: Average order value: .

192 Aaron N. Fletcher KEY CONCEPT: LCV Is the Marketing Concept of a Lifetime Lead value: .

your Marketing Dashboard will be complete. STAND OUT 193 Visitor value: Figure 37: Once you’ve added sales and ROI metrics. .

194 Aaron N. Fletcher NEXT STEPS AND ADDITIONAL RESOURCES .

you can use your Marketing Dashboard to . STAND OUT 195 MARKETING METRICS AND LEAD TRACKING RESOURCES: Hubspot Reach Local Figure 38: With a few small tweaks.

Fletcher CHAPTER SUMMARY CHAPTER CHECKLIST Step 1: Measure Your Search Engine Rankings Step 3: Measure Your User Engagement .196 Aaron N.

STAND OUT 197 Step 4: Measure Your Conversions Step 5: Use a Marketing Dashboard to Track ROI .

.

PART ONE: PART FOUR THE STAND OUT CONTENT STRATEGY .

.

not a marketer.TEN OUTPUBLISH YOUR COMPETITION WITH A CONTENT MARKETING PLAN “Think like a publisher.” —David Meerman Scott .

and measure what is working and what is not working. market the content. Instead you need to create remarkable content. Know 2. A savvy inbound marketer is half traditional marketer and half content creation factory.202 Aaron N. Fletcher THE CASE FOR CONTENT: EDUCATION-BASED MARKETING “You no longer need to spend tons of money interrupting your potential customers. Like 3. Trust . optimize that content. publish the content. Authors of is Why Education-Based Marketing Works 1.” —Dharmesh Shaw and Brian Halligan.

Content can make you the authority in your niche. STAND OUT 203 BENEFITS OF CONTENT MARKETING You get there earlier. The Waltons or Little House on the Prairie . You get to hang with the big publishers. Google loves content.

204 Aaron N. Fletcher FORMS OF CONTENT Blogs: E-books and Whitepapers: .

STAND OUT 205 Video: Podcasts and audio recordings: Infographics: Webinars: THE STAND OUT CONTENT MARKETING STRATEGY .

2. 3. 4. 5. Fletcher 1. Post it on your website. SEVEN STEPS TO BECOMING A CONTENT MOGUL Step 1: CREATE A CONTENT ROAD MAP . Conclude that blogging must not work and stop blogging forever.206 Aaron N. Write an article.

STAND OUT 207 Figure 39: The Seven-Step STAND OUT Content Strategy .

. online printing what to include on business cards Figure 40: Use the Informational Keywords from your Keyword Map (Chapter 5) to create a great Content Road Map. Fletcher PRIMARY SERVICES MAIN BUSINESS OR PRODUCT CATEGORIES Main CATEGORY PRINTING SHOP BUSINESS CARDS Navigation business card printers printers Transactional cheap business cards SEO printing company Keywords fast business card Keywords business printing printing how to hire a printer best types of business cards Content Informational types of printing business card design ideas Pages Keywords local vs. h oW To c r e aT e you r c on T e n T r oa d m a p 1.208 Aaron N. 2. Open your Keyword Map spreadsheet and open a new tab.

STAND OUT 209 KEY CONCEPT: Use an Editorial Calendar to Plan Your Content .

210 Aaron N. Fletcher Figure 41: The WordPress Editorial Calendar plugin is a highly recommended FREE tool. Step 2: PRODUCE GREAT CONTENT W h aT i s g r e aT c on T e n T ? .

STAND OUT 211

Th e f ou r sTa nd ouT r u l e s of Q ua l i T y c on T e n T

Do Not Outsource Content Creation.

Publish Original Content.

212 Aaron N. Fletcher

Publish Content Often.

Check Your Work.

KEY CONCEPT: How to Go from 0 to 7200 Monthly Website Visitors

STAND OUT 213

Step 3: PUBLISH YOUR CONTENT

214 Aaron N. Fletcher

c on T e n T o p T i m i z aT ion c h ec k l is T
REACH:

ENGAGEMENT:

STAND OUT 215

CONVERSION:

KEY CONCEPT: Track Your Content Publishing Process

Step 4: SYNDICATE YOUR CONTENT

216 Aaron N. Fletcher

Wh y and h oW c on T e n T s y n dic aT ion Wor k s

Blogging Without Syndication

Figure 43: Most bloggers write a post and wait for results that will likely never come.

STAND OUT 217

KEY CONCEPT: The Viral Snowball Effect of Social Media Sharing

Blogging and
Syndication!

Figure 44: Content syndication gets your content in front of more
eyeballs, more quickly!

2. a l is T of p o T e n T i a l c on T e n T s y n dic aT ion c h a n n e l s Social media sites: . Fletcher seo b e n e f i T s of c on T e n T s y n dic aT ion 1.218 Aaron N.

STAND OUT 219 Your email list: Article and content sites: Press release sites: Video sites: Photo and graphics sites: .

220 Aaron N. Fletcher Podcasting sites: RESOURCES: Save Tons of Time Using Automated Syndication Tools OnlyWire .

STAND OUT 221 OneLoad Figure 45: OneLoad helps you manage and syndicate video content. Step 5: RECYCLE YOUR CONTENT .

.222 Aaron N. Fletcher Content Recycling 101 Figure 46: Publishing your content in multiple formats is a powerful way to increase your reach.

Using your Content or infographic. 2. . STAND OUT 223 h oW To r ec yc l e you r c on T e n T 1. 3. Choose which format to start with. take and repeat step 2 with each additional format.

Fletcher New York Times.224 Aaron N. Step 6: MEASURE THE IMPACT OF YOUR CONTENT .

STAND OUT 225 Figure 47: Your “Content” report in Analytics is a key tool for measuring which Which forms of content are working the best? .

226 Aaron N. Fletcher What content is resonating with my audience? Have my social shares increased? What are the best opportunities for content recycling? KEY CONCEPT: Be Sure to Track Your Content in Search Results .

and Content Marketing Content Rules Content Is Currency . STAND OUT 227 LEARN MORE: Great Content Marketing Resources Optimize: How to Attract and Engage More Customers by Integrating SEO. Social Media.

CHAPTER SUMMARY CHAPTER CHECKLIST Step 1: Create a Content Road Map content Step 2: Produce Great Content Step 3: Optimize and Publish Your Content . Fletcher Content Rich.228 Aaron N.

STAND OUT 229 Step 4: Syndicate Your Content Across the Web Step 5: Recycle Your Content Step 6: Measure the Impact of Your Content .

.

ELEVEN WRITE YOUR WAY TO THE TOP WITH BLOGGING BASICS “Where the Internet is about availability of information.” —George Siemens BLOGS DEFINED . blogging is about making information creation available to anyone.

Fletcher SETTING UP YOUR BLOG RESOURCES: WordPress Beginners Step 1: SELECT A BLOGGING PLATFORM Hosted blogging platforms: .232 Aaron N.

com and Wordpress. STAND OUT 233 Stand-alone platforms: KEY CONCEPT: Understand the Difference Between Wordpress.org .

234 Aaron N. Fletcher Step 2: ORGANIZE YOUR CONTENT Best Practices for Blog Categories and Tags .

org/wiki/Tag_cloudhttp://wikipedia. STAND OUT 235 http://en. COPYWRITING CRASH COURSE: HOW TO WRITE ENGAGING CONTENT .wikipedia.com).

Fletcher Be yourself.236 Aaron N. KEY CONCEPT: Take Your Readers Down the Slippery Slide . Keep it light and informal. Write intimate copy.

Attention-Grabbing Headline . THE STAND OUT BLOG POST TEMPLATE Six Elements of a Perfect Blog Post 1. STAND OUT 237 The AdWeek Copywriting Handbook).

4. Fletcher Te n h e a dl i n e f or m aT s To m a k e you r c on T e n T sTa nd ouT: 1. 2. 5. 3. .238 Aaron N.

STAND OUT 239

6.

7.

8.

9.

10.

KEY CONCEPT:

240 Aaron N. Fletcher

LEARN MORE:

2. The Introduction and Promise

1. State the problem:

STAND OUT 241

2. Point out the risks:

3. Reveal the promise:

{PROBLEM:}

{RISK:}

{PROMISE:}

3. The Body Section

242 Aaron N. Fletcher

m a k e you r c on T e n T h igh ly r e a da bl e

Short paragraphs:

Clear headings:

Bulleted and numbered lists:

STAND OUT 243

Figure 50: The STAND OUT Blog Post Template

4. The Supporting Graphic

244 Aaron N. Fletcher

b e s T p r ac T ic e s for u si ng i m age s in b l og s

Consistency:

Relevance:

Humor:

Attention:

People and Animals:

Value:

STAND OUT 245

5. The Summary

Sum up your content into a concise takeaway.

Build social proof and authority.

List additional resources.

246 Aaron N. Fletcher

{Takeaway}:

{Social Proof}:

{Additional Resources}:

6. Call to Action

STAND OUT 247

Ty p e s of calls To a c T ion f or b l og s
Asking for feedback:

Phone calls:

Lead or opt-in forms:

Social shares and Likes:

248 Aaron N. Fletcher

KEY CONCEPT: How Many Calls to Action Is Too Many?

STAND OUT 249

TEN GREAT BLOG POST IDEAS

1. Other Blogs:

BLOGGING RESOURCE: Use Technorati and Google Blog
Search to Find Similar Blogs

2. Content Curation:

250 Aaron N. Fletcher

Figure 51: Searching
Technorati for “Wedding
Planning” displays several
great blogs to draw ideas
from.

Top 10 Lists: . Expert Interviews: 6. STAND OUT 251 4.

Company Info: KEY CONCEPT: Anymore . Leveraging Pop Culture: 8.252 Aaron N. Fletcher 7. Ratings and Reviews: 9.

STAND OUT 253 10. CHAPTER SUMMARY . Industry News: NEXT STEPS Measure the impact of your content.

254 Aaron N. Fletcher BLOGGING AND COPYWRITING RESOURCES Copyblogger Problogger 17 Copy-And-Paste Blog Post Templates ) CHAPTER CHECKLIST Step 1: Choose a Blogging Platform Step 3: Understand Copywriting Basics .

STAND OUT 255 Step 4: Use the Six-Part STAND OUT Blog Post Template Step 5: Experiment with Ten Popular Blog Themes .

.

and P2P) will —Cisco7 WHY VIDEO IS SO POWERFUL FOR SMALL BUSINESSES Great for Reach and SEO: . video on demand [VoD].TWELVE BE SEEN EVERYWHERE USING ONLINE VIDEOS The sum of all forms of video (TV. Internet.

the video results STAND OUT. .258 Aaron N. Fletcher Figure 52: Using “how to tie a tie” as an example search.

STAND OUT 259 Increased Engagement: Time Savings: Double or Triple the Bang for Your Buck: APPLYING THE ONLINE FUNNEL TO VIDEOS Reach: Engagement: Conversion: .

Fletcher CREATING EFFECTIVE.260 Aaron N. COMPELLING VIDEOS Figure 53: This simple seven-step process will have you creating great online videos in a snap! Step 1: SELECT THE RIGHT TOOLS .

STAND OUT 261 Video Camera W ebc a m s RESOURCE: The Logitech c920 Webcam i p hon e .

262 Aaron N. Fletcher RESOURCE: Great Online Course for Making Online Video with the iPhone m i n i hd c a m er a s RESOURCE: The Kodak Zi8 Pocket Video Camera .

d igi Ta l slr c a m er a s . STAND OUT 263 Figure 54: The Kodak Zi8 is a great inexpensive HD camera for video blogging.

Fletcher RESOURCE: m icrophon e RESOURCES: High-Quality Microphones That Will Make You the Voice of Your Niche For video cameras: .264 Aaron N.

. STAND OUT 265 Computer audio: l igh T i ng KEY CONCEPT Use Three-Point Lighting for Better Looking Web Video ).

266 Aaron N. your videos will STAND OUT in quality. Key light: Fill light: Back light: . Fletcher Figure 55: By following the three-point lighting system.

STAND OUT 267 RESOURCE: The Cheap and Awesome Basic Video Lighting Kit Editing Software For Macs: For PCs: .

Fletcher Optional Tools for Video Creation o n l i n e p r e se n TaT ion s of T Wa r e Keynote PowerPoint b ac k drop s .268 Aaron N.

STAND OUT 269 RESOURCE: Fotodiox 5x7BW 5-Feet x 7-Feet Collapsible 2-in-1 Background Backdrop Panel W h i T eboa r d Figure 56: Rand Fishkin of SEOMoz. .org uses a whiteboard to create great video content.

270 Aaron N. Fletcher Step 2: OUTLINE YOUR CONTENT Headline: Introduction: Body: Supporting graphic: later Summary: Call to action: Step 3: PRODUCE YOUR VIDEO l i v e -a c T ion vi deo b e s T p r ac T ic e s .

STAND OUT 271 Create good composition: Choose clothing carefully: .

clickphotodesignsblog. Fletcher Figure 57: Example of the “Rule of Thirds” from http://www.272 Aaron N.com Record in 1080p or 720p: Keep it short: Get right to it: .

STAND OUT 273 c r e aT i ng vi deo s W i T hou T a c a m er a .

Fletcher Figure 58: ScreenFlow or PowerPoint can be used to make great screen capture movies Step 4: EDIT YOUR VIDEO .274 Aaron N.

Trim intro and outro: Figure 59: ScreenFlow and Camtasia make it easy to “trim” your video footage. STAND OUT 275 1. Balance audio: . 2.

. Fletcher Figure 60: ScreenFlow’s audio editing menu makes perfect sound quality easy to achieve. Add images and text: Figure 61: Adding text and images can really make your videos STAND OUT. 3.276 Aaron N.

STAND OUT 277 4. Encoding: Figure 62: Encoding videos is the last but most important step in editing video. RESOURCE: .

278 Aaron N. Fletcher Figure 63: Vimeo.com’s online video compression guidelines Step 5: PUBLISH YOUR VIDEO .

STAND OUT 279 h oW To u pl oa d you r vi deo To youTu be Title: Description: Website: Phone number: Physical address: Main copy: .

Fletcher Figure 64: Basic settings for uploading a video to YouTube Category: Tags: Localizing: .280 Aaron N.

STAND OUT 281 Figure 65: Don’t forget to use the “Video Location” feature when uploading YouTube videos. Adding a transcript: .

RESOURCE: Save Tons of Time Using Video Transcription Services ) ) How to Add YouTube Videos to Your Site . Fletcher more visitors.282 Aaron N.

want the video to be on y your site and copy the embed code Figure 67: YouTube embed codes make posting videos on your site a snap. STAND OUT 283 1. 2. . optimize your blog.

Fletcher 3. Figure 68: Adding YouTube videos to your website or blog is a piece of cake using simple embed code.284 Aaron N. Figure 69: Example of YouTube video embedded on my blog Add the Text Transcript to Your Site .

STAND OUT 285 RESOURCE: Add a Video Site Map to Your Site ) NEXT STEPS: Recycle and Syndicate Your Videos KEY CONCEPT: Use Quick Videos to Curate Content RESOURCE: .

Fletcher Crush It New York Times Figure 70: Gary Vaynerchuk has had enormous success by releasing one video blog a day at Wine Library TV.286 Aaron N. CHAPTER SUMMARY .

STAND OUT 287 VIDEO RESOURCES ) ) ) CHAPTER CHECKLIST Step 1: Select the Right Video Creation Tools Step 2: Create a Video Outline Step 3: Produce Your Video .

288 Aaron N. Fletcher Step 4: Edit Your Video Step 5: Publish Your Video Step 6: Syndicate Your Video to the Major Video Sites Step 7: Recycle Your Video .

PART ONE: NEXT STEPS FOR PART FIVE STAND OUT M A R K E T E R S .

.

AND RENEWALS WITH NURTURE CAMPAIGNS or service.THIRTEEN GET MORE REFERRALS. REVIEWS.” —W. Edwards Deming . and that bring friends with them.

292 Aaron N. Fletcher LEAD NURTURING EXPLAINED .

STAND OUT 293 BENEFITS OF LEAD NURTURING 1. Get more sales: THE STAND OUT LEAD NURTURING PROCESS . Automate your marketing: 2. Reduce dependency on Google: 4. Save a ton of money: 3.

Measure and test against your email metrics. Create a customer nurture campaign. 2. 4. Set up a basic lead nurturing campaign. Select an email marketing tool. 5. Implement a lead intake process for hot leads. Figure 71: The STAND OUT Lead Nurturing Strategy Step 1: IMPLEMENT AN INTAKE PROCESS FOR HOT LEADS s om e T i m e s The fir s T is The besT . Follow email marketing best practices. 6. 3.294 Aaron N. Fletcher 1.

. Respond to Web leads within hours. Never let leads get answered by a machine or voicemail. STAND OUT 295 l e a d i n Ta k e p roc e s s b e s T p r ac T ic e s Document the lead intake process for your business.

Develop a script for inbound leads. Share the results with your staff. Step 2: SELECT AN EMAIL MARKETING TOOL b a sic e m a i l m a r k e T i ng s of T Wa r e . Always add phone leads to your nurture campaigns.

Email Broadcasts Content updates: . STAND OUT 297 c om pl e T e m a r k e T i ng a u Tom aT ion s y s T e m s ) ) Step 3: SET UP A BASIC LEAD NURTURING CAMPAIGN 1.

Sequential Emails The mini course: Case studies: Drip offers: .298 Aaron N. Fletcher Seasonal updates: Sales and specials: 2.

STAND OUT 299 The launch formula: Step 4: CREATE A CUSTOMER NURTURE CAMPAIGN .

Fletcher Referrals SUBJECT LINE: .300 Aaron N.

Track your referral sources. Make it easy. Follow up immediately. Provide incentives. . STAND OUT 301 Aaron b e s T p r ac T ic e s for m or e r e f er r a l s Ask right away.

Fletcher Launch a referral program.302 Aaron N. KEY CONCEPT: Use List Segmentation to Target Your Campaigns Master subscribers: Leads: Customers: Reviews .

STAND OUT 303 h oW To a sk for r evieWs SUBJECT LINE: Aaron .

Fletcher Top r e v i e W s s i T e s ) ) ) ) ) ) b e s T p r ac T ic e s for m a nagi ng o n l i n e r e v i e W s Make it easy. Go beyond your client list. .304 Aaron N. Never pay for reviews.

STAND OUT 305 Respond to both good and bad reviews. Renewals r e a s ons To s Tay in Touc h WiTh c us Tom er s Content: Birthdays: . Monitor your reviews.

306 Aaron N. Fletcher Service Reminders: Surveys: Just Because: KEY CONCEPT: Use Facebook to Reach Existing Customers ) .

Step 5: FOLLOW EMAIL MARKETING BEST PRACTICES Step 6: MEASURE YOUR EMAIL METRICS Open rate: Click-through rates: Bounce rate: Unsubscribes: Complaints: . STAND OUT 307 2.

Fletcher EMAIL MARKETING RESOURCES: ) ) ) CHAPTER SUMMARY CHAPTER CHECKLIST Step 2: Select an Email Marketing Tool Step 3: Set Up a Basic Lead Nurturing Campaign .308 Aaron N.

STAND OUT 309 Step 4: Create a Customer Nurture Campaign Step 5: Follow Email Marketing Best Practices Step 6: Measure and Test Your Email Metrics .

.

Blog.FOURTEEN BECOME A DIGITAL CITIZEN AND JOIN THE DISCUSSION “Constant interactions with the community help you stay on target and up-to-date with latest trends.” —Magdalena Georgieva.Hubspot. you are immersing yourself in the digital culture and soaking up valuable information. By actively participating in conversations.com8 Community: Consumption: .

312 Aaron N. Fletcher Creation: RSS READERS a.m .

STAND OUT 313 Great Sources for RSS Subscriptions Competitors: Industry news and blogs: Educational sites: News and entertainment: RESOURCE—Your RSS Starter Kit: Copyblogger Hubspot .

google.com/reader is extremely simple and integrates well with other Google and Gmail-related services. There are hundreds of RSS readers http://www.314 Aaron N. Pick an RSS reader. 2. Fletcher MarketingProfs The Smart Passive Income Blog Geek-Free Marketing How to Set Up Your RSS Reader 1. Visit your favorite websites and new content. KEY CONCEPT: Consume Your News on the Go with Mobile RSS Apps . to your network of personal and business contacts. Add sites to your RSS feed. 3.

google. STAND OUT 315 L E A R N M O R E — RSS Reader Details: GOOGLE ALERTS ) How to Set Up Google Alerts 1. 2. . Log in to your Gmail account. 3. Go to http://www. wait for the results.com/alerts.

VIDEO. Fletcher KEY CONCEPT: Three Great Topics to Track Using Google Alerts PODCASTS. AND MULTIMEDIA SITES YouTube .316 Aaron N.

h oW To g e T s Ta rT e d WiTh p od c a s T s On the original site of the podcaster: . STAND OUT 317 Podcasts ).

318 Aaron N. Fletcher Figure 73: ILoveMarketing.com’s podcasts listed on their website On mobile devices: .

STAND OUT 319 Figure 74: The I Love Marketing Podcast listed on iTunes Top p od c a s T s for s m a l l b usi n e s s o W n er s I Love Marketing CopyBlogger Radio Small Business Big Marketing .

320 Aaron N. and f oru m s Online Forums: Social Media Groups: . W eb si T e s . Fletcher n ic h e b l og s .

it’s likely that your niche has popular groups as well. STAND OUT 321 Figure 75: If the American Cheese Society LinkedIn group has over 1.000 members. CHAPTER SUMMARY .

Fletcher CHAPTER CHECKLIST Step 1: Choose an RSS reader Step 2: Set Up Google Alerts Step 3: Subscribe to Several YouTube Channels Step 4: Subscribe to Two to Three Podcasts Step 5: Join at Least Two Online Forums Devoted to Your Business Niche Step 6: Join Two to Three Social Media Groups .322 Aaron N.

CONCLUSION reach engage convert .

324 Aaron N. Fletcher right now THE ROAD AHEAD .

STAND OUT 325 . .

.

Aim . Fire.NOTES Introduction The 4-Hour Workweek The 4-Hour Body Chapter 1 The E-Myth: Why Most Small Businesses Don’t Work and What to Do about It Ready.

328 Aaron N. Fletcher The Art of War Chapter 2 ) Chapter 3 Inbound Marketing: Get Found Using Google. and Blogs . Social Media.

NOTES 329 Chapter 4 Don’t Make Me Think!: A Common Sense Approach to Web Usability Don’t Make Me Think!: A Common Sense Approach to Web Usability Neuro Web Design: What Makes Them Click? Chapter 5 .

330 Aaron N. Fletcher Chapter 6 Chapter 7 .

NOTES 331 Wired Chapter 8 the Forbes ) ) .

Fletcher ) Chapter 9 Chapter 10 Inbound Marketing ) Chapter 11 .332 Aaron N.

) Chapter 12 . NOTES 333 The AdWeek Copywriting Handbook.

334 Aaron N. Fletcher Crush It New York Times Chapter 13 .

NOTES 335 Chapter 14 .

.

INDEX AdWeek Copywriting Handbook. The See also See also .

338 Aaron N. Fletcher See also See also See also See See also .

INDEX 339 See also Content Is Currency See also Content Rich Content Rules See also .

340 Aaron N. The . Fletcher See also See See See also See See E-Myth: Why Most Small Businesses Don’t Work and What to Do about It.

See The E-Myth: Why Most Small Businesses Don’t Work and What to Do about It See also . The Funnel. INDEX 341 The 4-Hour Body See also 4-Hour Body.

Fletcher See also Content Rules Inbound Marketing See .342 Aaron N.

Social Media. and Content Marketing See Web Analytics 2.0 See also See . INDEX 343 How to Attract and Engage More Customers by Integrating SEO.

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and increasing your online visibility 4. Message.” with tools to help you connect with your audience wherever they hang out online Aaron N. Media. and Caring. Beat Your Competition . Become a “digital citizen. Fletcher is a small-business marketing expert specializing in online marketing. and Metrics) and the basic Online Marketing Funnel 2.turnerpublishingcompany. and easy-to-follow road map to increase online visibility. and maybe even hiring a so-called SEO expert. helping thousands of small businesses become more effective in their marketing through the use of “plain-English” marketing systems. He’s spent his 20-plus-year career in advertising and marketing.geek- freemarketing.95 ($21. Complete a “Google 101” crash course on understanding search engines (SEO).com). but now find themselves dismayed by the lack of results. increase profit.com Author photo by Steve LaBadessa . search-engine optimization. online marketing expert and Geek-Free Marketing founder Aaron Fletcher shows every small business owner—no matter their skills or budget—how to create a simple. optimizing your website. In Stand Out. The Daily Journal Corporation.) Business / Small Businesses / Web Marketing www. Market. He is founder of Geek-Free Marketing (www.com. and social media. Nolo Press.Get More Customers in 90 Days Online marketing expert Aaron Fletcher shows you how to gain more customers in this simple guide to marketing your small business. bring more traffic to their sites. creating a Facebook page. generate more leads.Increase Sales . every small business owner is looking for an effective marketing plan to increase online visibility and ultimately grow their business. Web design. step-by step instructions on how to: 1. Launch a simple but powerful website that creates an ideal user experience 3. holding senior-level marketing positions with top media companies including Village Voice Media. and grow! Stand Out includes clear. with quick and easy solutions for creating a successful marketing plan.95 Can. In today’s technology-driven marketplace. sales. $19. and marketing. Create compelling content that speaks directly to your clients’ needs 5. Many have already taken the basic steps in launching a web- site. proven. Build a solid marketing foundation using the 5 M’s of Marketing (Mindset. taking several of these brands from zero to over $10 million in sales through the use of effective SEO.