Author Archives: Mike Gingerich

About Mike Gingerich

Author: Mike Gingerich, President of web firm Digital Hill, Co-Founder of TabSite . Digital and Social Media Marketer, Speaker, and Business Consultant. Part geek, part marketer, total digital junkie! Seeking to add value, make the complex simple, and leave a positive impact. Follow me on twitter: @mike_gingerich.

How to Repurpose Your Blog Content

How to Repurpose Your Blog Content  Are you getting the most out of your blog content? You spend hours on each post, researching information, looking up keywords, finding photos, creating graphics and all the other details that go into writing a  blog post. If all of that time and work goes into a single post, then you’re throwing money out the window. Repurpose your blog content is one of the most efficient ways to use your resources.

Here are a few ideas to get you started on great ways to repurpose your blog content.

Create an Ebook

Chances are, you publish a lot of blog posts on the same topic. Therefore, you can pull these posts together, write an introduction, and group them into full chapters. Your readers get a convenient way to consume a large amount of your content through one file, and you get a high-value asset to use as a lead magnet.

Syndicate Your Posts

Syndicate your high-quality blog posts. Reddit, StumbleUpon, Facebook & LinkedIn Groups, LinkedIn Publishing, Medium,  and Scoop are great networks for syndicating. These networks can get more traffic to your website. Websites for press releases and news sites are two good sources for syndicating your blog content.

Leverage Social Media

Think beyond Facebook, Twitter, and other general purpose social media sites. You can share links to your blog posts, with a summary, on niche social media communities. For example, you can find sites that cover pretty much any subject, and if all else fails, the massive social media site Reddit will have a community (subreddit) that tackles the topic. Make sure to read the rules for each network as they may have a strict process in place for self-promotion.

Create Infographics

Does your blog post have short, sweet snippets of information and data points? Leverage this formatting for infographics that add visual appeal to your content. Create shareable infographics that are well suited to embed on other websites and social media profiles.

Develop Content Upgrades

Some blog post types work well for different formats, such as a transcript for a podcast post. Hence, these content upgrades can be attached to the post, expanding the information available or presenting it in a different form. Don’t forget to collect the reader’s email address to add to your mailing list.

Maximize your ROI by repurposing your blog post content. When you think outside the box, you can come up with dozens of repurposing ideas for your content marketing strategy.

You’ve Got a New Email Subscriber, Now What?

You've Got a New Email Subscriber, Now What?

Building an email list is so important for your business. It yours, you own it, and it won’t disappear. After your list is set up, what do you do? Learn what your next steps are.

The Welcome

Get your relationship off to the right start by giving them a valuable welcome email. Your welcome email should introduce to your brand, show your personality and some of your most useful content. Promotion codes and a list of your most popular resources offer an excellent way to get started. Let the subscriber know how often they should expect your emails, and do your best to stick to that schedule.

Long-Term Nurturing

While your email list is an important source for customer conversions, your emails shouldn’t be filled with pushing sales tactics. Buyers need to trust your brand before they decide what they want to buy from you.

Stick to your email schedule and fill your newsletter with interesting content. Buyer’s guides give subscribers the opportunity to educate themselves about your product and industry. Mix in promotional messages, so you’re top of mind when it’s time to purchase.

Behavior-based Messages

Another use for your email list is sending messages based on the subscriber’s actions. If they add something to their cart and leave the site, an abandoned cart email reminds them and may entice them to finish the checkout process. An order confirmation email is another example of a triggered message.

These messages arrive immediately after the subscriber acts, or shortly after. You reach them in critical decision-making periods and may be able to persuade them to make a purchase and overcome their sales objections.

Personalize the Experience

Email personalization comes in a few forms. At the very least, using the subscriber’s name or another unique identifier is a must. Most email marketing tools make adding this information easy and straightforward.

Segmentation is another excellent way to offer relevant, customized emails. Demographic information, interests, previous purchases and consumed content are a few options for separating subscribers into groups.

Your email marketing list is an extremely important asset for your brand. Implement these suggestions to maximize your email marketing value and boost your cash flow.

What’s Up with Pop-ups?

What’s Up with Pop-ups?  Popups have been around in several forms throughout the years. Abuse early on in Internet history has given them a bad reputation. However, they have some strategic use when you know how to implement them appropriately they also have some drawbacks. So think carefully before you add them to an advertising campaign.

The Good Side of Popups

Popups give you a way to highlight important information you want to make sure all of your visitors see. For example, if you have a time-sensitive promotion, you can use an interstitial (pop-up) to alert new visitors.

Depending on what country you’re in you may need to show notices for your cookie and privacy policy. A pop-up can act as a way to get notify people visiting your site, rather than hoping they see the agreement button in the header or footer.

Another strategy that works well is using popups as email newsletter subscription forms. When triggered to pop up as people exit the website, these forms are incredibly successful in attracting new subscribers.

The Dark Side of Popups

Google is penalizing websites whose popups negatively impacts user experience, particularly for mobile audiences. Search engine rank is so competitive this move could make it difficult for sites that want to use popups.

There are 3 types of mobile popups that will get you a penalty.

  • Lightbox style popups show up as an overlay but blur out the content underneath.
  • Scrolling popups require moving down the screen to dismiss it.
  • Full-screen popups are no-nos under this algorithm.

Popups have a place in your website marketing campaign, but you have to be aware of their best practices and adhere to them. For example, making it easy to dismiss the popup and targeting specific users, so the popup doesn’t show all the time. Using these 2 techniques will not impede the user experience.

Bottomline

Popups can be an intrusive experience, or they can be a valuable method for driving leads and engagement. Use them carefully and make sure you follow all of Google’s requirements.

How to Convert your Email List to Sales

How to Convert your Email List to Sales  Nearly every small business marketing article will mention building an email list. However, few of these posts tell you what to do with subscribers after they sign up. When you’re ready to convert your email list into paying customers, here are some tips to put into action.

Research Competitor Email Tactics

Do you know what your audience expectations are? Your idea of an email marketing campaign and what’s standard for your industry may be completely different. Look at the phrases used in industry emails, the type of marketing materials included in the emails and other items your ideal customers may have already seen.

Develop a Valuable Lead Magnet

A lead magnet is a resource that will benefit your audience enough that they will give you their email address for it. You may already have one of these for list building purposes, but it’s always a good idea to continually create new magnets to expand what’s available and to bring in more people.

Your free opt-in offer also gives a  new subscriber a chance to see your expertise. If they learn from you in your free material they’ll know they can learn from you if they pay you.

Use Personalization in Your Emails

The typical person subscribing to your emails receives hundreds or thousands of generic emails from countless businesses. They’re used to simply skimming past these one-size-fits-all messages because they don’t apply to their needs.

Segment subscribers into several interest groups and deliver messages that speak about the areas that make the most sense for that interest group. Use their name to stand out over the generic emails in their inbox.

If you have a lot of buyer data for your email list, make sure you’re leveraging it for a quality customer experience.

Automate Repetitive Processes

By automating email campaigns, you can free up a lot of time. These automated campaigns take over repetitive tasks like sending out the free opt-in offer. Schedule your free opt-in drip campaign to send a series of emails over the course of a month or year. Since your email service provider handles that side of things, you can turn your attention to developing more content or talking to potential buyers.

Build Relationships Through Consistent Newsletters

Few people are going to buy your products with your first email. Slowly develop the relationship by showing up and being consistent. Schedule your emails to arrive on the same day of the week and time of day. This practice lets customers know that you’re a reliable company.

An email list is an excellent tool for generating sales, but you need a solid strategy for turning subscribers into buyers. Start implementing these tips and you’ll see improvement from your current strategy.

How To Ask For Testimonials

How To Ask For Testimonials  Testimonials are a great tool for increasing potential customers’ trust. They get first-hand impressions from their peers, which can influence their decision to make a purchase or use your services. It can be tough to get testimonials from your current customers, as many people only get motivated to share their experiences when they’re negative. Here are a few ways that you can ask for testimonials to put on your website.

Follow-up Email

Have a follow-up email sequence that goes out after a customer purchases. Make sure that you request a testimonial. Explain why testimonials are important to your business and encourage readers to share their experiences online. Link to Google My Business, Yelp or LinkedIn to make it easy for them to submit their review.

Survey

Send out surveys to your email list and include a field that requests information about their past experiences with your company. You not only get testimonials with this method, but you also have the opportunity to find out about any issues that your customers may have. They won’t always come directly to you with their feedback this way you get the information you need to improve.

Brand Advocates

Some customers love your company and products so much that they would go to the rooftops and shout how much they like you. In many cases, they’ll be willing and eager to provide testimonials for your site.

These are the most loyal people that you’ll have buying from you, and they’re quick to recommend your company to family and friends. These testimonials are often excellent front and center on your site.

Don’t Be Afraid of Negative Testimonials

Many companies heavily censor testimonials and reviews on their websites, thinking that they have to project perfection to attract new customers. However, when every single testimonial and review is overwhelmingly positive, potential customers don’t trust them.

Negative or neutral testimonials help balance out the positive ones. This makes it more likely readers will trust all the info. Another benefit of getting negative feedback from customers is that it gives you an opportunity to do better.

These people might not have reached out to your customer service proactively. However, now you have the opportunity to resolve their issue and make them happy. In some cases, your biggest critics end up turning into your most passionate brand advocates.

What’s your next move needed to get testimonials going for your website?

10 Tips To Boost Lead Conversion on your Website

10 Tips To Boost Lead Conversion on your Website  It takes a quality website to boost your leads and sales. Implementing new strategies can be a real can of worms. Statistics indicate that 63% of companies experience problems in generating and converting leads. It ranks as the top problem along with having enough capital. Just like every cloud has a silver lining, there are many options available to bail you out. Relax and read on as I illustrate the best tips on boosting your lead conversion on your website:

1. Call-To-Action

Your call to action should be your priority on your site. A compelling call-to-action that increases lead conversion is targeting its users. Get to know your users like the back of your palm to be able to tailor a perfect and effective call-to-action.

2. Attractive Incentives

Create an incentive for every visitor that signs up on your website. A pop-up that opens when your visitors are moving their cursor to close your site will not annoy them and get additional subscribers. The incentive should answer a visitor’s questions or solve their pain like:

  • Education about particular products or services
  • Discounted products
  • New products
  • Free gifts

3. Use The Experts In The Industry

Positives reviews from the experts in your industry can work wonders if not miracles to skyrocket sales. Your brand not only gains credibility but also earns trust. People buy and give their personal information to businesses they trust. Get the experts to provide a positive review on your website’s blog or landing page.

4. Quality And Relevant Images

It’s no joke when they say a picture speaks louder than words. Place a clear and relevant image next to your magnetic text. The image will grab the visitor’s attention and draw their attention to the text.

5. Link A Call-To-Action On Your Landing Page

Forgetting to link your call-to-call to your landing page is a grave mistake. Always direct prospective clients to your products and services on your website. Call-to-actions increase your lead conversion because you’re clearly asking visitors to take an action. The ball is in your court, keep your fingers busy!

6. Straight Forward

Be creative but avoid overdoing it to a point where the user gets confused on opening your site. Your message should be simple and understandable. The site should be easy to navigate.

7. Give A Reason to Choosing You Over The Others

Explain why your products are best. Be unique and add value to your products. Customers have trust and are loyal to brands that keep on improving their products according to the customer’s needs.

8. Collect Leads

Create a lead generation form and direct your users to fill their information. The form can be a pop-up or on the sidebar of the website. Come up with a well-tailored message that entices the leads to buy.

9. Social Platform

Use social platforms like Twitter, Facebook, LinkedIn, Instagram, or YouTube to promote your brand and redirect clients to your landing page.

10. Impeccable Customer Service

Respond to inquiries and messages on time. Embrace live chats and extended phone services.

Get ready to see your lead conversion grow as your bank account swells. You can now smile into the bank. Got all that in place?  Or do you need help?  If you need help our parent company Digital Hill can help!

Easy to Follow Plan to Create Your Free Opt-in Offer

Easy to Follow Plan to Create Your Free Opt-in Offer  First things first: what is a free opt-in offer? Essentially, it’s a value-packed informational product (this can be a spreadsheet, workbook, ebook, cheat sheet, checklist, etc.) that you give out to your audience in exchange for their email address.

Sure, giving out something for free sounds counterintuitive when you’re running a business. But giving away a free opt-in offer to add people to your email list is always a smart idea.

Why is it a good idea to build your email list?

Well, because not very many people are going to buy from you the very first time they hear about your product or your business. But a lot of people will give you their email address in exchange for a free workbook that will help them with a problem they’re having. Now their email is on your email list, and you’re able to nurture that lead and eventually turn them into a customer.

So how do you go about creating your free opt-in offer?

Step 1: Determine your topic

How do you know what to create for your free opt-in offer? Think about the problems that your target audience has. How can you solve them?

You want to offer something of value to increase conversions. So make sure your opt-in offer can help your audience solve a pain point they’re facing.

Step 2: Create your content

Now it’s time to create the content for your opt-in offer. Whether it’s an ebook, a workbook with pages they can write in, or a checklist, you’ve got to create the meat of the offer.

Do your research, repurpose some of your own blog and email content, and phone a friend to ensure you’ve included all of the moving parts. After all, you want this to be as informational as possible so your readers will keep coming back for more.

Step 3: Design your opt-in offer

Good design is a huge step in your opt-in offer freebie. You don’t want to simply hand off a PDF word document with content. First of all, it’s hard to read. And second of all, even if the content is amazing, it doesn’t look impressive.

You don’t have to use fancy software to design a visually appealing opt-in offer. You can use Apple Pages or Canva to get you started or outsource this part to a designer.

Step 4: Create your sales page.

This is one of the most important parts (aside from creating the actual content). This is what is going to actually “sell” your freebie. (Sell is in quotations since it is, well, free.) Design an aesthetically pleasing landing page on your website or with software like LeadPages and create succinct but engaging sales copy that shows your audience exactly why they need your opt-in offer.

Creating an opt-in offer doesn’t have to be a difficult process. In fact, it’s one of the easiest ways to start exponentially increasing your email list subscribers. Use this easy to follow plan to get started creating your first free opt-in offer.

How to Improve Your SEO to Generate More Leads

How to Improve Your SEO to Generate More Leads  One of the main features of a properly executed Search Engine Optimization (SEO) strategy is that, along with boosting traffic, it generates more leads. SEO needs some time work before you can see results. Generate more leads by improving your website SEO.

How SEO Helps Generate Leads

SEO isn’t obvious. Site visitors won’t notice its presence. Search engines like Google, Yahoo, and Bing, will notice and will rank your site according to how it’s optimized for the search engines. SEO increases your site visibility and improves the user experience by boosting site quality, speed, and ease of navigation.

Because SEO helps your page rise in the ranks, it is a great tool for getting leads. Two of the ways search engines generate leads are:

  • Organic Search –  Results that appear in the search engine because the topic/keyword phrase emphasized on the web page has been searched for.
  • Paid Advertising –  Paid listings at the top or right of search results.

The beauty of the organic search method for generating leads is that is free! There are quite a few ways your SEO strategy can help you stand out in organic search.

Improving Your SEO Strategy

Act Natural

Avoid putting your SEO strategy before user experience. Your customers have little use for content that revolves solely around keyword density. Instead, write as though SEO takes a backseat to providing relevant content to your readers. Find the right balance between SEO and solid content.

Use the Right Keywords

Keywords are a vital component of SEO. The right keywords can bring targeted traffic to your site that is looking for exactly what you’re selling. Select keywords based on relevance, search volume, and competition.

High search volume keywords are the ones many people are searching for. However, you’ll be competing with lots of other brands with those keywords alone. Use lower search volume keywords to stand out more and find a more targeted audience.

Embrace the Locale

If you are a local business, don’t miss an opportunity to use local SEO techniques. Let people know where you are. Highlight your location often without appearing spammy. For example, if your photography business is located in Dallas, Texas, use keywords such as wedding photography in Dallas.

Make Sure Your Site is Responsive

Practically everyone is searching on their mobile devices. Having a site works on mobile as well as desktop gives you the advantage.

Start Blogging

An active blog provides fresh content, keywords, backlinks, and social media opportunities to your site. Publish relevant blog posts that make use of keywords and elements such as HTML tags ( particularly <h2> and <h3>) for easier scanning.

With a good SEO strategy, you can generate more leads and provide better content for your customers. Need help with your SEO strategy? Digital Hill can help! Contact Digital Hill today.

Overlooked Ways to Generate Leads Online

Overlooked Ways to Generate Leads Online  Lead generation is an art that requires careful planning and a creative approach. After exhausting all the obvious channels, you’ll inevitably feel like you’ve hit a roadblock. Once you find yourself at this crossroads, change your tactics and try out these alternative methods instead:

Focus on other social media platforms

Expand your reach beyond out of Facebook, Instagram, and LinkedIn. Other places like Quora and Reddit are good to explore. Both platforms are social, but less personal and therefore, more targeted. They also cater to different interests, some even niche. Best of all, they have a large enough user base to make them worth a marketer’s time.

Design a free email course

People like valuable information as well as free stuff. Combine these two things in one package like a complimentary email course, and they’ll find it hard to resist. Whatever topic you choose to discuss, make sure you delve into it deep enough to make people feel like they’re part of a virtual class. If they find the experience useful, they’ll think, ‘If I already get this for free, I wonder what more I can get if I buy their products or services?’

Support a cause

Kill two birds with one stone – fulfill your civic responsibility and get leads at the same time. People are likelier to support a business with values that align with theirs, so choose a cause that’s not only close to your heart but also relevant to your brand. Sponsor a project with your charity, or donate part of your proceeds.

Start a podcast

Not everyone likes to watch or read content. Some people prefer to listen to content while running on the treadmill or typing emails at their desks. So aside from the usual articles, infographics, and videos, consider starting a podcast by uploading pre-recorded audio files or streaming a live online show. It’s a great way to appeal to people.

Create a quiz

There’s something about a quiz that draws people in. Maybe it appeals to vanity which is all part of human nature. Or maybe it piques curiosity, which is also part of human nature. Whatever the reason is, people can’t resist a quiz. It doesn’t have to be a full-blown – even a simple quiz that reveals an aspect will do.

These are just some of the alternative ways to generate leads online. You can surely come up with more on your own as long as you think outside the box. Get wacky, get crazy! Who says lead generation has to be boring?