We are obsessed with getting traffic to our websites. I want to challenge that concept, because let’s face it – random traffic doesn’t do that much for you. Web Strategy 201 is getting beyond just “traffic” as a goal and making your site much more active in the sales process.
Podcast: Marketing Without the Marketing | Michael Boezi
Listen in: Apple Podcasts | Spotify | Stitcher | Overcast | Pocket Casts | Google Play | Anchor
Marketing doesn't have to be pushy, aggressive, and sales-y. Respectful, ethical marketing strategies are more in line with the expectations of today's consumers anyway. No fluff – just real practitioner strategies from someone who uses these soft-touch marketing techniques every day in serving clients.
If you are new to the show, here's where to start:
- Creativity Is a Business Imperative – the storytellers and artists will win.
- Soft-Touch Marketing Is More Respectful – we can be ethical and effective.
- Why Marketing Without the Marketing? – with a "starter pack" playlist.
More Than Just a Showroom: Web Strategy 201
Competition on the Web is tough. You can’t just hang your shingle and expect people to show up. A basic website isn’t good enough anymore – it needs to function as a PATHWAY for prospective customers. Here’s how to make your website carry more of the sales load for you.
Content Marketing 201: Beyond the Basics
Have you noticed that some of the basic strategies behind your website, blog, social, and email marketing have started to lose some of their effect? That’s because content marketing is now mainstream, with everyone relying on the same set of tactics. Time to level up with Content Marketing 201.
The Internet Is One Big Rickroll Now
The promise of the Internet has been ruined by advertising. There is no article you can read, video you can view, or social feed you can scroll through without being interrupted by some advertiser’s desperate attempt to steal your attention. Every time I experience this, I feel like I’ve been Rickrolled.
The One Word That Diminishes Your Work
People don’t mean to diminish your work, but that’s exactly what they are doing when they use this one insidious little word. It undervalues your expertise and experience by making it sound simple – as a way to sell you on doing something, paying you less than you’re worth, or not paying you at all.
Build, Connect, Optimize: The Three Stages of Good Marketing
A solid marketing plan has three stages, depending on the growth cycle of the business. In the season finale of Marketing Without the Marketing, I take a look back at the past year and how this has influenced my most recent projects.
SEO and the User Pathway
SEO always starts with a simple query. But it doesn’t end when the user finds your site. For SEO to be truly effective, we need to set up a pathway to serve the user more than once so we can build trust over time. And of course, this needs to be set up and ready to go before the first visit.
SEO Is More Than Keywords
Yes, keywords are important to SEO. But when you boil it down, SEO is about providing relevant, useful content to your human users. Google is able to measure what happens once the user gets to your site. Is it a good experience, or are there things you could be doing better in serving your users?
SEO: Write for Humans First, Robots Second
Google’s Web crawlers are assessing your website with every interaction. Are people getting what they need from your site? It turns out that when it comes to SEO, what’s good for humans is good for robots. Let’s look at some of the biggest factors that affect your ranking and how they are in tune with the human side of marketing.
SEO: Understanding the Google Algorithm
What is Google looking for in your content? While they are famously secretive about their search algorithms, Google reveals important clues with each major update. Let’s take a look at the key search factors and how to apply them to your SEO strategy.
SEO Is About Serving People (not Google)
People are at the heart of your SEO efforts. So let’s look past the keywords, page rank, and site traffic for a second and focus on the real point of SEO – connecting with your potential customers. SEO is about building the apparatus to find the people who are already out there asking for your help – and the pathway to deliver that help.
SEO Is a Key Part of Any Marketing Strategy
SEO helps you tackle one of the most difficult parts of any business – finding new potential customers. What’s more is that Google will help you do this for free. Episode 135 is an overview of why it’s worth the effort to learn even just a little bit of SEO so you can take advantage of its marketing power.
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