Blog | inBlurbs Inbound Marketing Agency

May 3, 2011March 24, 2014

How Can you Survive the Next Big Google Algorithm Change?

Whenever Google announces a change to their algorithm, the SEO world is full of comment and speculation as to what that will mean for the future of their rankings.

Indeed, it doesn’t even take an algorithm change to have this effect and it has reached the stage now where even Matt Cutts, the head of Google’s crack webspam team blowing his nose will cause a ranking debate in some circles.

So with so much gossip and speculation surrounding the search engine industry, how can you make sure that you are on top of the news and that your websites won’t suffer at the hands of Google’s next algorithm change?

The unfortunate truth is that you can’t. Google are a law unto themselves and if they decide to make a change then you have to be sure that you have put the right work so that you won’t be tossed to the back of the pile when the next big algorithm change comes into force.

But what you can do is try to keep on top of the Google guidelines so that your site doesn’t tumble down the rankings during the next big algorithm change.

Now this isn’t going to be another one of those “be whiter than white” posts that the net is full of. The truth from a business point of view is that bosses want to see results, and often playing by the rules can be a long road to success. So how do you get the balance right between goody-two-shoes web marketing and downright dastardly “black-hat” approaches?

Throw All of your Hats into the Bin

Before you look to “algorithm proof” your website, you need to decide if it’s even important to do so. If you are selling a seasonal product and have a number of well ranked websites then it might not matter if your methods are deemed worthy of punishment by Google. So long as your livelihood isn’t dependant on one site ranking well, you aren’t necessarily tied to what Google deems to be fair.

There are many articles written on white vs. black hat approaches but in the cold hard world of business, a more pragmatic approach is needed than simply wearing different coloured hats.

However, if the success of your website is keeping people in a job and you are trying to convey an online image of quality, then quite frankly you would be crazy to risk it all by spamming your way to the top. Know what you want to achieve, know what Google likes, learn what actually works and analyse your options accordingly.

If your business depends on sustained online success, your marketing strategy should reflect this through quality link building and award winning content. Get this right and you won’t need to worry too much when the next algorithm change comes knocking on your virtual door.

Don’t Just Rely on One Method

This is fairly self-explanatory. If your entire web marketing effort relies on just one or two methods you are leaving yourself wide open to get Google-spanked should the next big change not agree with your strategy. If your link building efforts revolve around just comment spamming blogs and building profile links, you could be crying into your morning coffee come the next big change.

The solution? All things in moderation. It’s common sense, if you are building your linking strategy on shaky ground, don’t be surprised if it all comes tumbling down.

Build Your Strategy Like You Would a House

Tacky metaphor time, but please bear with me. If you have decided that it isn’t worth risking yours and everyone else’s jobs by spamming your way to the top then you will need a quality link building strategy, so get in touch with your inner builder!

Every strategy needs a firm foundation, so look to build your strategy on quality links gained from strong sources. Guest blogging, quality directories and press releases will get you a few of these and it is an effective way of kicking off your campaign.

After you have a strong foundation you can build your wooden framework. These will be links from blogs and forums, profile and comment links that every site will need but that won’t be overly effective in isolation. Spread them out a bit, avoid automation and try and have something to say. Just because they are comment links it doesn’t mean that they have to be spam.

Then you will need the brick exterior that will protect your website. Should Google decide to kick away your wooden foundation links, these brick ones will hold your whole campaign together. Become an authority in your niche and show your knowledge through quality content and give people knowledge that they are actually looking for. It is this quality approach that will mean that should Google ever spring a surprise algorithm change, your website will be well positioned to ride out the storm.

How do you plan to survive the next big Google algorithm change? I am looking forward to your comments below!

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About the author:

Alan Grainger is an in-house B2B web marketer and manages the SEO for The Promotional Gifts Company, a leading UK specialist in the promotional products sector. He writes articles exploring the issues faced by the B2B web marketer, giving an “in the trenches” view from an in-house SEO department.

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May 2, 2011October 8, 2011

8 things for guaranteed inbound marketing success for EXECUTIVES

1. Embrace Sociel Media, even if you don’t understand it. Until you understand it hire Inbound Marketing Pros to do it for you. So you do not loose time and revenue until you got it!

2. Throw away your sacredness. To be scared does not brig you a competitive advantage, more customers or revenue. Be brave and smart, just go for it!

3. If you want to be successful in social media and gain a competitive advantage, than stop asking your lawyers and your peers. If you feel better go and ask your mother. Or much better ask inbound marketing professionals, they could be a more competent source of information.

4. To get your company on the social media thing you need processional help. Somebody who has 300 friends on facebook is not competent help to get customers and revenue out of social media marketing!

5. Don’t expect the things are happen overnight. Social media needs time! To get profit out of it in six to twelve month you need to start TODAY!

6. Be authentic. Don’t communicate what you are, moreover communicate as you are! Just be yourself. Nothing else works in social media!

7. Don’t talks about yourself or your products. Talk about things your audience is interested in. The truth is nobody is interested in your products except yourself!

8. Social Media is not free! Don’t expect to get this social media thing for 10k! To setup a corporate wide blog could cost your business about 100k in the first year!

Important article: Executive micro-management mentality

How to get more clients and sales with social media marketing

How do you use social media for business and how are your experiences? I am looking forward to your comments below.

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April 26, 2011October 8, 2011

Why not use inbound marketing to increase revenue?

Inbound marketing is the marketing strategy that focuses on getting found by customers when they research online for products and services your business also has to offer.

With inbound marketing businesses earn their way to the customer, by publishing helpful information on a blog, in social media and forums.

Inbound marketing includes Blogging, Social Media, Lead Conversion, Lead Nurturing and Closed-Loop Analysis.

Inbound marketing helps businesses to:

A. Save up to 60% of their marketing budget.
B. Stand out of their competition.
C. Generate a massive amount of leads.
D. Get up to 55% higher lead conversion rates.
E. Increase your customers and sales.

A MIT study shows inbound marketing simply helps businesses to increase their revenue up to 13%.

So why some companies do not use inbound marketing to get more exposure, get found on Google an increase their revenue and sales revenue up to 13%?

One main reason is to not to be visible too much…

You maybe ask yourself: Why does a company avoid be more visible?

That’s the exact same question I ask myself.

I have one theory about this: Only somebody who has to hide anything doesn’t want to be much in the spotlight.

Have you been contacted by companies the old fashioned way, through cold calling, mass (SPAM) email, snail mail or mass fax broadcast?

Did you check them through Google and found nothing more worst some complaints?

Did you respond to their offer?

Ask yourself, why did you do not respond to their offer. Was it because of lack of trust?

Did they had an offer which simply sound too good to be true? Than it probably was!

And this is their reason why they not do inbound marketing which is some kind of “trust management business”!

They only want to make the fast dollar without care about their customers, and if they would do inbound marketing they would not attract anybody because they are not trustworthy!

Social media would reveal that and there for they keep away from it.

10 business tools for small business

So the next time when you get a sales pitch the old fashioned way, through cold calling, mass (SPAM) email, snail mail or mass fax broadcast you can add a further company to your blacklist to not do business with them.

How are your experiences which such “phantom companies” and how do you handle their old fashioned way, through cold calling, mass (SPAM) email, snail mail or mass fax broadcast? I am looking forward to your comments below.

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April 25, 2011March 24, 2014

Small Businesses Victimized by ‘Complaint Removal’ Scam

Not long ago, it was rare for a retail or service business to be publicly criticized. If businesses appeared in the news at all, it was usually because they had applied for zoning variances, sponsored a softball team or opened a new outlet.

Then the Internet came along and consumers were suddenly free to share their opinions about the service they had received from their auto mechanic, the quality of their new flat-screen TV or the trustworthiness of their lawn service.

In the early days of the Internet, companies thought they could sue consumers into silence by filing lawsuits against sites like ours. This not only doesn’t work, it produces even more bad press when, invariably, consumers’ right to free expression is upheld in court. More recently, small businesses have been falling for pitches like that from Done! SEO, a search engine optimization company that claims it can make consumer complaints disappear from sites like ConsumerAffairs.com.

Retailers and service providers sometimes pay thousands of dollars a month for these “removal” services before they realize their money has been wasted.

Despite what some SEO firms claim, they are not able to somehow obliterate complaint pages on our site. They can generate tens of thousands of pages of fraudulent content claiming to be from real consumers but this is a) illegal and subject to civil and criminal prosecution and b) ineffective, as all of the major search engines are quick to detect attempts to spam their results with bogus postings.

Taking all of this into account, ConsumerAffairs.com has recently instituted new programs that make it easier for companies to engage constructively with their customers.

Specifically, our “Accedited Business” program requires local retailers and service providers to subscribe to a Code of Good Practices and to respond promptly and proactively to customer complaints. And, our “Reputation Management” program for larger businesses establishes a direct, public communications channel that facilitates fast, efficient exchanges with aggrieved customers.

Our founder and editor likes to say that “a good reputation can’t be bought, but it can be earned.” Can’t say it much better than that.

How are your experiences with SEO scam? I am looking forward to your comments below!

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About the author:

Ryan Eslicker is head the Consumer Affairs small business outreach department. Ryan interacts with consumers and small businesses to understand obstacles they currently face. He generates and manages content that educates all of our consumers about these complaints. Ryan has an Undergraduate degree from Oklahoma State University in Finance Masters in Business Administration from University of Tulsa. He also has experience in managing and marketing websites.

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April 21, 2011October 8, 2011

Four steps how to avoid work overload with your Inbound Marketing

When you are doing internet marketing through corporate blogging, pay per click marketing and social media marketing to attract your target audience to your business, than it can become overwhelming to do all of the information and tasks necessary to stay on track.

Like any other business person you have to focus on your daily business tasks, simply to do business and revenue!

To get seen from your buyer personas it is important to be where they are and to get in touch and to interact with them.

The process of identifying your buyer persona is critical for your business. Moreover a good fundamental analysis of your buyer personas will save you a lot of time and money in the future and increase your revenue!

How to get more clients and sales with social media marketing

First step

Focus on find out what your buyer personas are. Find out what your customers have in common, how they found your offer on the internet and why they buy your products and services. Digg deeper and try to find out what kind of interest they have next to your products and services. For example find out what kind of hobby they have and on which social networks, groups and forums they are mostly around on the internet.

Draw a buyer persona sheet for every buyer persona you discover and complete and update the sheet constantly. So you always are on track with your potential customers.

Second step

Visit the social networks, groups and forums and listen first and contribute second there. Be helpful with your comments and ask educated questions to drive attention to you. Publish helpful articles there to drive more attention to you. Invite those members who interact with you and invite their friends from the social networks, groups and forums as well. So you will grow your network step by step.

Third step

Produce remarkable and helpful content. Test the content to see which topics work and focus on them. Produce and offer special content to be downloaded from your website only. Set landing pages and generate leads. As you generate leads you should produce further content to include this into your email messages for lead nurturing. Keep in mind to not to do sales pitches in your content and lead nurturing as well. Be informative and helpful. This will increase your reputation and trust.

Fourth step

Measure which articles and topics bring you the most response in traffic, leads and revenue and focus on them. So you make your doings much smarter and you save a lot of time.

You should take one hour each day for each task. This offers you the opportunity to do five tasks a week and plan your time much better.

Summary

Focus on blogging. Companies that blog get up 57% more traffic to their website than companies which do not blog. Therefore I suggest that you save three hours per week for content creation. Remain two hours you can use to spread your content in your communication channels like social networks, groups and forums and to do conversation with your network.

How do you organize your inbound marketing and what are your results? I am looking forward to your comments below!

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April 20, 2011March 24, 2014

How to Get Over “Bloggers’ Block”

Rather than being an unfortunate illness that befalls those who share their thoughts online, “Bloggers Block” is the blogging version of writer’s block, and it happens to us all.

Whether you write a blog for a business, a hobby or just for recreation, chances are that you will have had that moment when you pull up the chair to the computer and end up just staring at a blank screen for hours on end.

When you’re paid to blog for a business and the traffic your blog brings is vital for bringing in leads, blaming writer’s block may not be met with a great deal of enthusiasm from those above, so what should you do if you find yourself struck with a writer’s worst nightmare?

Calm Down!

One of the worst things you can do when you are struggling for inspiration is get yourself worked up. It can be immensely frustrating when you are struggling for words and it is only made worse when you can feel the boss’s eyes burrowing in to the back of your head.

If at the start of the day the words just aren’t flowing, take a walk around the office, go on a coffee run or just go for some air for five minutes. You will often find that your inspiration is more likely to come when you aren’t trying to force it.

No joy? Then try…

Reading the News

News is everywhere. It is available 24 hours a day and you can find out what’s going on in every corner of the planet. If your brain isn’t giving you the answers you are looking for then the news websites might!

Somewhere, something will being going on that you can relate back to your business or interest. Whether it’s economic news, industry gossip or just something that you can draw parallels to in your arena, it is all fair game for blogging on.

By flicking through some of my own old blogs you will see posts that centre around football, the economy and any number of seemingly unrelated news stories that my inspiration starved brain has managed to make relevant, so if you’re still finding things tough, hit the various news websites and try your luck there. Make it good enough and you can even reshape it into a press release, giving your blog/company’s view on the news stories of the day. It might just give you some visibility and a few extra juicy links.

Ok Alan, it’s now half past 12, I’ve been staring at the screen for 3 and a half hours and my boss’s looks are turning into glares! The walk didn’t help and I spent an hour reading about celebrities on the news websites, now what?!

If all else fails, you can always try….

Write About Your Writer’s Block!

I know, it sounds a bit lame but it can really help to get the juices flowing. If all that is going through your mind is how you can’t think of anything to write, then write about it! It might turn into something that you can host on your blog or it could start the processes working in your mind so that you can come up with something better. Either way, it is a great way of jump starting your brain, and more importantly letting your boss see that you are doing some work!

So what can you take away from this blog? Well the key things to remember are;

Don’t Panic – Pressure is the writer’s worst enemy so if you feel yourself getting tense, do something to relieve the tension.

Seek Inspiration Elsewhere – You are only an internet connection away from a whole world of inspiration, just make sure it doesn’t turn in to another distraction!

Write About Your Writer’s Block – It’s happening, it’s all you can think about and it is taking over your day, so just write about the thoughts that are going through your head! It might not be something you can end up using but it could be just what you need to get the creative juices flowing. Do it well enough and you could even end up using it as a guest blog….

There’s plenty you can do to break the curse of bloggers block, so don’t let it ruin your day and see how many different ways there are to find a little creative inspiration.

How do you get over boggers’ block? I am looking forward to your comments below!

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About the author:

Alan Grainger is an in-house B2B web marketer and manages the SEO for The Corporate Gifts Company, a leading UK specialist in the business gifts sector. He writes articles exploring the issues faced by the B2B web marketer, giving an “in the trenches” view from an in-house SEO department.

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April 15, 2011March 24, 2014

How Can the Social Revolution Help the B2B Search Marketer?

SEO is dead, long live social! It seems that any Google algorithm change or advance by one of the social networks will breed a hundred articles along the lines of that headline, but those of us who understand a bit more about web marketing know that all things need to be considered in moderation.

There’s no doubting the fact that social networks are playing more of an important role in the way the web works, with people using Facebook to track down local suppliers and Google admitting that it now uses social factors when compiling its rankings.

There’s also set to be more integration between the search engines and your social networks, with Google displaying websites that your Facebook Friends have recommended in its SERPS.

Google have even gone so far as to develop their own social signal, +1, which will enable people to show which websites they like by clicking a button, much in the same way the Facebook “Like” button works.

It is this cross platform integration that is causing the most excitement at the moment, with web marketers predicting it will change the entire way in which people find websites on the internet. But before we get too carried away, it is important to consider who this won’t effect, as well as who it will.

Cross Platform Integration

Us internet marketers are a pretty switched on bunch. We’re always signed into Google, our Facebook profiles are always open and we could Tweet from the North Pole if we chose to.

So when you see results pages in Google with which of your Friends has tweeted about a certain website or who has “Liked” a particular company it’s pretty easy to get excited about a new way of searching.

But stop for a second. Just because as a search marketer you are always signed into Facebook and Google at the same time and you always have your accounts active, does the average searcher?

Just because it is possible to integrate information between different platforms, it is still a massive leap between this capability and everyone on the web being able to see it. Some people don’t have a Facebook or Twitter account. Some people don’t have a Google account.

Some people search Google without being signed in to Facebook at all. Personalised search of this kind depends on many variables being in place at once for it to work and the more variables there are, the less take-up a particular service will have.

What About B2B?

B2B web marketers should get a lot less excited by every announcement coming out of Silicon Valley. Google integrations with social media platforms are a great idea in theory, but unlike the wonderful world of web marketing, your average office worker is more likely to receive a disciplinary than see your company displayed in the SERPS by being logged in to Facebook at work.

Big companies have measures in place to stop employees from straying off topic when browsing the web, and to the average business owner, Facebook is well and truly off topic! The image of Facebook as a place to go to chat to your friends and spy on lovers past is too engrained for it to be allowed at work, no matter how relevant your searches might be because of it.

If you are a B2B marketer and office workers are your target, it might be a while before you need to worry about social media integration interfering with the SERPs in your niche.

This isn’t to say that it’s not important to have a social media presence, it still is. Social media can be a fantastic resource to find people who are interested in your niche and provide a great way to interact with customers who are interested in your services.

The integration between the social networks and the search engines is still in its infancy, as are social factors being used as a ranking factor, but this can be expected to grow in time as Google seems to be finally embracing Facebook and Twitter.

What is important to bear in mind however is to treat each announcement from Silicon Valley on its own merits and apply every change that will affect your niche as you see fit. Jumping on every bandwagon will simply be a waste of time and resources, so before you get excited about the next big announcement, make sure that it is actually applicable to you, and more importantly, your target audience.

How does social media helps your B2B search? I am looking forward to your comments below!

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Social Revolution Help the B2B Search Marketer

April 14, 2011October 8, 2011

Fill up your sales funnel in 8 practical steps

To get enough leads can be a challenging task. To get the right leads and a good conversion rate becomes harder.

But wait there are eight smart ways to fill your sales funnel with leads.

At first you need to get found. Means you need to attract the right people to your offer. This ensures an increase of your conversion rate.

PPC PayPer Click Marketing

The quickest way, which works immediately, is PayPer Click marketing. To do PPC you can use Google AdWords, Bing, LinkedIn and Facebook. This depends of your buyer persona and where you gone to reach them the best way.

Landing Pages

To generate leads you need effective landing pages with compelling offers and call to action to funnel your prospects to leads.

Corporate Blog

Content creation is the best way to get attention and to attract your buyer personas inbound to your offers. Businesses that blog get up to 55% more website visitors, 97% more inbound links and get 434% more indexed pages in search engines.

Record Videos

You can do videos of your products and your services and upload them to Youtube and other video sharing websites. You could record videos about the most asked questions of your customers. For example: How your products are packaged, what kind of payment methods you prefer, your shipping options and delivery times.

Upload documents to sharing sites

To upload your documents to document sharing sites like Slideshare.net, Issuu.com, DocStoc.com and Scribd.com is a great way to publish share worthy content online. Those sites have a lot of visitors which use them to research about products, services, companies and further information.

Upload photos to sharing sites

Product photos on your website are great, but they can be more worth on Flickr.com, where thousands of people can discover them very quick. On Flickr.com you can also upload video and info graphics. All are great way to get attention and to drive those people to your landing pages.

Engage in social media

Establish your outposts in social media like Twitter, LinkedIn, Facebook and related forums. Go through the friends and followers of your competition and invite them to your networks. So you will build a large following quickly.

Connect your Blog with Social Media

To ensure a seamless distribution of your content, bog and video, you should connect your blog to your social media networks. Twitter, LinkedIn and Facebook offer ways to do that very easily. So every time you publish a blog article it will be distributed automatically to your social media networks where your friends and followers can also see it and visit your website for more information.

All those steps above are very easy to implement and work for you as you sleep. You only have to keep your information’s above updated and to take advantage of them and you will generate lads to do business with and to increase your revenue.

How do you manage your lead generation to fill up your sales funnel? I am looking forward to your comments below!

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April 13, 2011October 8, 2011

How to combine SEO and social media to generate web leads

When businesses research for research for lead generation opportunities then they are often directed to social media.

Social media is often sold as the only way to sustain and to generate business leads.

But nobody tell those businesses that social media is only one piece of the puzzle.

To attract future customers to a business it needs a little bit more than a facebook page or a Twitter account.

It needs interesting, helpful, remarkable and share worthy content. To get this kind of content businesses need to understand their audience in full.

This is best achieved by taking the effort to research the different buyer personas which are interested in the products and services of a company.

Such a research shows that those future customers are, where they are around on the internet, which kind of solutions they are looking to solve their specific problems and some more.

When a business has done this kind of buyer persona analysis, then they know how and where to approach the right future customer.

With this buyer persona analysis businesses become able to produce SEO ready content which attracts their buyer personas and publish and distribute this content on social media as well.

Search engines do index social media content, and when a business is distributing their content in social media, the chances are good that there content appears in the next search results on Google on the first page. Social media is also called the NEW SEO!

To gain profit from content creation and distribution there should be effective lead capture – landing pages with compelling offers and clear call to action be in place to convert those prospects to leads.

Now when they are leads they should be nurtured to make paying customers out of them during the time.

It is clear that social media is an important part of the puzzle, but only one part. To get the right picture on the end of the day businesses need to use the whole above mentioned tools. This ensures a social media profit on the end of the day.

The best strategy to get all of this done with a positive result is inbound marketing. Inbound marketing has proven that it offers an up 62% lower cost per lead than traditional advertising.

How do you manage your content creation to increase your lead rate? I am looking forward to your comments below!

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April 12, 2011October 8, 2011

Triple leads, double conversions with revamped web content

To get found and to get leads you need to have a website and structure made this way that your website becomes a “magnet like marketing hub” which pulls your visitors in and acts like a funnel for leads.

The most effective way to attract interested visitors is to publish interesting content through a corporate blog, social media sites like Twitter, Facebook and LinkedIn.

The more interesting and remarkable your published content is, the more it will be viewed and shared, which also increases your visibility. Also you need to do SEO for your content and include long tail keywords to take advantage of these niche keywords.

Studies show that companies who blog and publish their content through social media, get up to 55% more website traffic.

There is a strict correlation between published blog articles, Backlinks and traffic. Businesses which have 500+ blog articles published have a massive increase in traffic and Backlinks.

Also the published content can be reworked and re-published in document sharing sites like slideshare.net. Here you can reach additional audience and attract them to your website or blog.

The more you publish the more people you will reach. Be creative by finding new ways to publish your content. Build as many outposts online as you can. Each article, blog comment and guest post is an additional chance to get found and to get leads!

Here are some potential outposts for you:

To get further creative ways to publish content online, just look what and how other industries do content publishing.

Your content is a trust builder and shows your competencies and build credibility with your audience. So your web content becomes your most valuable asset to triple leads and double conversions.

How do you pln to revamp your web content to increase your lead rate? I am looking forward to your comments below!

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April 8, 2011October 8, 2011

Increase revenue with a smart marketing and sales process

How long does it take until your business responds to a customer requests? Do you need one hour, three hours or do you need more time to respond to a customer requests?

A MIT study shows that companies who respond first to a customer requests have a 78% higher chance to win the deal!

Now you should check your response request process and improve it to respond immediately.

When do your sales reps contact the lead? In the beginning, when the leads signs up for more info? Or do you wait for three days until your lead has studied the info he has got from you, or do you wait until your leads calls you?

A FOCUS study shows that the most customers prefer to engage with a sales rep in the last third of the buying process.

Now you should check in which stage of the buying process your sales reps do contact the leads and change this to the last third of the buying process.

How long does it take until your leads become paying customers? One month, three months or six months or longer? How is the percentage rate of leads to customers for your business?

A Mac Macintosh survey shows that leads buy a product or service they have inquired about six months ago! The other 67% still intend to purchase but where still not ready.

Be patient with your leads and bring them into an effective lead nurturing process by providing valuable information and call to action, but no sales pitches!

How do you manage your incoming leads? Do lead them to an effective lead nurturing process to gain the most out of them by them time? What kind of information do you provide to your leads? Do communicate with your leads during the lead nurturing process or do you pitch them?

A Demand GenReport study shows that lead nurturing is producing a 20% increase of sales opportunities versus not-nurtured leads.

Setup an effective lead nurturing process to get the most results out of your inbound marketing efforts. Deliver remarkable and helpful content. Include call to action but avoid sales pitches or direct product offer. Do you lead nurturing emails more like a publication than like a sales letter?

How do you mange your marketing and sales process to increase lead to customer rate? I am looking forward to your comments below!

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