How do you create the sort of content that not only attracts links from other websites, but also quickly spreads on social media sites? According to Halligan and Shaw in our current book club selection “Inbound Marketing” you must create remarkable content. The authors also recommend mixing up the sort of things which you post—video clips, articles, et cetera—and spreading around the work of constantly maintaining your blogs and article writing by having a group of usual writers and inviting guest bloggers.
Think of the old saying “you can lead a horse to water, but you can’t make him drink.” If you want to increase conversion rates on your website, you need to figure out how to not only set out buckets of water, but also how to make it so attractive that the horse just has to taste it.
My experience is a bit more mixed. Yes, I purchase a lot of products online and have for a very long time. But, based on the amount of junk mail we still get in our mailbox and the number of unsolicited calls we get from telemarketers (even though we’re on the National Do Not Call Registry) I would have to say push marketing is not dead yet.
One of the first steps in designing or redesigning your website is to check what the competition is doing. Sometimes it’s good to feel out how other companies are raising (or lowering) customer expectations for a similar site. As a rule of thumb, match what everyone else is doing, then one-up them. The one exception to this principle, of course, is when your competitors are doing something stupid. Frankly, there are a number of trendy mistakes out there that are hindering companies from achieving website conversion rate optimization. Here are three you can avoid on your website.
The reading has been divided into 2-3 chapters a week. We’ll be posting our thoughts on each section as we go. Please join our ongoing discussions on the Diamond Website Conversion Facebook Discussions page and at the Conversations on Website Conversion Book Club on Goodreads.com. If you are reading along it would be great if you joined either or both conversation.
The five winners of Inbound Marketing by Brian Halligan and Dharmesh Shah are:
Just comment on this post. Extra entries for the following:
- If you blog about this on your blog.
- Sign up as a fan of Diamond Website Conversion on Facebook.
- If you tweet this message:
- Win a copy of “Inbound Marketing” the next phase of web marketing. Enter the giveaway @DWebConversion http://bit.ly/a3IExE RT
Diamond Website Conversion invites you to join us for our exciting, new online Conversations on Website Conversion Book Club. We’re selecting an enticing new book every other month – starting with this juicy read about getting your business found online using Google, Social Media, and blogs.
Our first book club selection for March-April:
Inbound Marketing by Brian Halligan and Dharmesh Shah
Stop pushing your message out and start pulling your customers in
Traditional “outbound” marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.
Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites.