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Converse

Position your company as the leader in the industry through content, social engagement, and e-mail.

Connect

Use SEO and paid advertising to connect your company to the right customers.

Convert

Optimize customer experience by analyzing user behavior and tweaking your website to provide the path of least resistance to your goal.

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Online Reputation Management

In this day and age, the Internet has become such a huge part of people’s lives that one’s online presence becomes extremely important. This applies to individuals and businesses alike. When employers try to assess a potential hire, they look for the person on the Internet. When people encounter a new product or service, they try to look for reviews online. Potential dates or new friends will look at your social media profiles. Having no online presence is bad for your career and social life. Having a negative online presence is even worse.   Why You Need to Take Charge of Your Online Presence Online reputation is very malleable. It takes one negative post on a review site, or one scandalous outburst on social media and you will have to suffer through a very poor reputation both offline and online. Fortunately, it is this same malleability that can work in your favor, provided that you are willing to understand and protect your own reputation on the web.   Diagnosing Your Online Presence The first step in taking control of your online presence is assessing whether you have an online presence or not, and then diagnosing if it is positive or negative. This involves simply searching for your name, company name, or brand name on Google. But before you do this, you have to do the following to ensure that you get accurate results: Sign Out of Your Google Account – searching your name while signed on to a Google account will prevent you from getting a more objective view of your online presence, simply because Google personalizes local searches...

22 Insanely Brilliant Lead Generation Tactics to Use on Your Next Campaign

As marketers, we spend days—nay weeks—trying to come up with some new and clever way to market our products. We spend just as much time bringing our visions to life through content and other resources and will one goal in mind: to keep our businesses trekking along. While all that hard work is certainly par for the course, there are a few tricks that you can implement to give your next campaign a little more zazz—and, you know, to cut back on the hours you spend trying to come up with something innovative. Optimize Your Website   Implement Gated Videos Adding an opt in form to your videos will help you collect more emails for your mailing list. If someone wants to watch your video bad enough, they won’t hesitate to enter their email address.   Allow Readers to Download a Post in Exchange for an Email   Another great way to collect email addresses? Allow readers to download your best posts in exchange for their info. If you notice that a post that gets a lot of attention doesn’t necessarily result in any leads, this is a great option. It’s best used for directory posts, which readers can use over and over again for their own benefit.   Optimize Your About Page Many businesses don’t give their About Us or Team page enough credit, but people really do visit the page to learn more about a company they’re thinking of doing business with. Put a call-to-action on the page and watch what wondrous things it does!   Give Fewer Choices This may seem counterproductive—after all, don’t people like...

Link Building Tactics

With a firm understanding of good and bad link building tactics, it’s time to discuss those that are right for you. How you choose to build links all depends on the resources you have at your disposal as well as the industry that you’re in. Industries that are more established and that have fierce competition will require more aggressive link building tactics, while newer industries that are still growing are full of opportunity to engage with like minds and industry insiders. With that in mind, here are a few tactics to think about when starting out on your link building endeavor.   Content-Based Link Building   Though we touched on link building tactics in the previous chapters, we feel that it’s an important enough topic to warrant its own chapter. The basic premise of link building is quality content, which can be an infographic, blog post, eBook, white paper, or even a video. You create these assets with link targets in mind so that, hopefully, they will connect with your content is such a way as to want to share it. Eventually, you should hope to reach a point at which you no longer have to ask for links. While this can take a long time to achieve, with commitment and perseverance, it will happen.   Guest Blogging   Guest blogging involves approaching other website owners to see if they would be willing to publish a piece that you write for their blog. While guest blogging is a great way to obtain links, Google has cracked down on bloggers who abuse this tactic by publishing low quality content jam...

The Good, The Bad, and The Ugly of Link Building

In the early days of link building, it was perfectly acceptable for SEOs to submit their articles to directories without any risk of being penalized by Google. Today, however, after the search engine became overrun with low quality webpages that were spammed with keywords, Google decided to change its rules. Out went the good old days of article submissions, and in was ushered there era of Penguin. In 2012, Google rolled out the Penguin Update, which was designed to catch and penalize websites that used spam link building techniques such as buying links or obtaining them through link networks. The ultimate goal of the update was to ensure browsers were landing on nothing but quality links with useful information.   Now, website owners and maintenance technicians must focus on quality link building techniques, which we will address here.   “Natural” Links = The Good   These links are the holy grail of links as they are they type that you didn’t even have to ask for—you simply earned them. Natural editorial links occur when other website owners link to your website simply because you provided valuable and authoritative information. When this occurs, you need to figure out a way to capitalize on that information by making large numbers of bloggers aware of it.   Unfortunately, natural links can take time to build, which is part of the reason they are so valued, along with the fact that they will stand the test of time. Google’s theory is that if you can get influential bloggers to notice you, link to you, and spread the word about you, you’ve sufficiently earned...

Outreach

Finding Contact Information Once you’ve identified websites that might be interested in sharing your content, search for contact details. Most websites will not give you the contact information of the person you want to speak with, so it may take some digging to turn up the information you’re looking for. If you cannot find the direct contact information for the owner, content manager, marketing manager, or someone else of power, use the information provided to you on the website to start making your introductions. Explain your reason for reaching out (link building) and ask whom you should speak to in order to discuss it further.   Crafting Your Message   First and foremost, remember that you are contacting humans. Be personable and friendly, and don’t be afraid to be honest about why you’re reaching out. Which brings us to our next point: be direct. The people you are reaching out to are likely very busy and don’t have time for beating around the bush. When you craft your message, be polite, but also, get straight to the point. Tell them (briefly):   Why they should care about you; What action you’d like them to take; and What goals you’re trying to achieve.   As a blogger themselves, they understand the importance of link building, and if you’re genuine in your approach, they’ll have no trouble lending a hand.   Why They Should Care   When addressing the “why should we care about you?” question, keep their goals in mind. It’s not about you at this point—it’s about how you can help them. Remember your hooks from earlier? Use those....

How to Start Your Link Building Campaign

Now that we’ve discussed what kind of link building tactics are and are not good for your rankings, it’s time to begin. Creating a link building campaign consists of much more than publishing quality content and hoping for the best. No, link building involves strategy.   Set Goals for Yourself   First and foremost, you must set goals. Link building is a part of your overall content marketing campaign, and as such, deserves the same level of attention and care that you would show to designing and developing a website, producing content, and deciding how, when, and where to publish that content. And, like with your overall content marketing campaign, you need goals to get your link building campaign going in the right direction.   However, setting goals isn’t as simple as saying, “I want to obtain 10 links in the month of March.” You need to make sure that your link building goals are in line with your overall business objectives. If obtaining 10 links does not have any impact on the overall success of your business, should you really spend the resources to obtain those links? Probably not.   So, what kinds of goals are reasonable goals?   Short-term goals.   No, we don’t mean aim for short-term success—we mean set milestones for which to measure your link building campaign’s overall success by.   Saying that you want to obtain 10 links next month is unrealistic and only sets you up for failure. As we stated (countless times, we’re sure), link building takes time and patience. Your goals should reflect that.   For instance, though the overall...

Link Building 101: What It Is and Why You Should Care

If you own or maintain a website, link building is something that you need to know how to do, as it is the process of getting external pages to link back to your site. Link building is just one of many important processes in your overall SEO campaign. Though difficult and time-consuming, if you are able to build high quality links, the results are well worth the effort. High quality links are links from authoritative websites such as Forbes or Wall Street Journal and are much more effective in boosting your search engine rankings than links from new sites or sites of small businesses. However, links are links, and you have to start somewhere.   Whether you’re new to link building or have been doing it for years, this guide will teach you how to build quality links by implementing strong SEO and content marketing campaigns. Though there is a lot to take in, it is essential that you learn the basics if you hope to ever compete and thrive online.   Link Building Defined   Many companies, when they create blog posts, white papers, or even email newsletters, link back to authoritative sites when citing sources. Those links are called “hyperlinks,” and they are used to allow readers easy navigation between sites. When search engines crawl the web, they look for links on every single individual page. A resource that has more hyperlinks out there will be rewarded with a nudge up the search engine rankings. There are many techniques for building links, but most SEO professionals agree that whatever technique they use, link building is one of...

The Beginner’s Guide to Building a Successful Website

A winning website is much more than fancy design, cool graphics, and interactive features, though those are always a bonus. A winning website meets business objectives and achieves marketing goals. In order to build a website that does both, you need to start with the basics. First and foremost, you need to identify your main objective.   While the objective may seem obvious – get more traffic and make more sales – the nature of your business will dictate the goals for your site. For instance, if you own a law firm, you might be more concerned with generating leads by highlighting your accomplishments and educating your visitors. On the other hand, if you’re a photographer, your site might focus on showcasing your work in an appealing way to sell it online. Once you’ve figured out the main goal for your website it’s time to get started. Where to Begin? Having a main goal is not enough; in order to achieve your principal objective, list corresponding objectives that are in line with your overall marketing strategy and capabilities. Some examples of corresponding goals might include:   Main Goal: Increase brand awareness. Corresponding Objectives: Social media engagement, online promotions, and reputation management.   Main Goal: Increase sales. Corresponding Objectives: Search engine optimization, well-written content, clear calls to action, user-friendly site, and increase conversion rate.   Main Goal: Become an authoritative resource. Corresponding Objectives: Produce well-researched and high-quality content on your website, regularly add new content in the form of a blog post, establish trust, and market your expertise via websites and social media.   The above examples are just that:...

40+ Amazing Facebook Tips and Tricks for Marketing and Advertising

Facebook, despite its fairly limited beginnings as a social networking service meant exclusively for Harvard students, has become one of the most ubiquitous and powerful online destinations. Nowhere is this potential more apparent and welcomed than in the field of marketing and advertising. The social network has become fertile ground for marketers, as the social network contains a built-in audience numbering in the billions and an infrastructure that offers effective brand-building and promotio, provided that one knows how to use it.   The last part is the catch – you have to know how to use Facebook for marketing and advertising. You can’t just go in there, create a page and blast people with ads and posts without any plan, rhyme, or reason and then expect your brand to blow up overnight. If you’re fairly unfamiliar with Facebook as a channel for promoting, or feel that you might be missing a few useful tricks, the following tips may prove useful:   Basic Tips: Facebook Advertising 101   The first order of business – and never forget that it is business, even when you’re in a social network – is to make sure that you have a direction, and that you have control over your advertising budget on Facebook.   Make Sure You Have a Goal in Mind – what do you want out of a Facebook campaign? Whether it’s better engagement with followers, increased page follows, or better clickthrough rates to your website, make sure you are always aware that each of these metrics will have its own inherent value. So choose one as your main objective before even...
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CEO, Cambridge Healthcare

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Director Of Sales, Transact Supplies

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