How important are Google rankings? Think "Lateral" instead.

It’s a question I hear all of the time – How do I get my business onto Page One of Google? It’s great to see your company on Page One, and that certainly makes it more accessible to your potential customers, but Page One rankings are not the only way to drive traffic to your site. In fact, as Google continues to tweek its algorithms to ensure the quality of search results, the focus on just ranking is less important. Web marketing is a marathon, not a race, and what worked even a few months ago may not be as effective today. That’s why your focus should always be on developing quality content on your website with a compelling call to action that actually delivers what your customers need.

The online social community Site Reference recently blogged about how going “lateral” can help you succeed online. Don’t just be focused on where you rank on Google. Don’t just fret over how many “hits” you get to your website each month. Instead, focus on actually engaging with your potential customers and build website activity that really matters. It’s the way web marketing is moving, and I think it’s a great thing because it ultimately benefits the consumer and the company marketing the product or service. After all, isn’t our goal to connect our service or product with someone who needs it and wants to buy it?

For the complete article from Site Reference, go here: 3 Strategies to Google Proof Your Business.

Getting found online – how Inbound Marketing can help

A frequent request of my clients is to get their website on page one of Google. It’s great to see a client’s site hit page one, and it’s always a goal to get the best placement possible. But who cares where your site lands on Google if no one is buying the service or product you are promoting? As the web evolves and consumers get more savvy, we are clearly seeing some trends. Top of the list is quality content and that leads to a concept called Inbound Marketing. Inbound Marketing means bringing the customer to you, rather than taking your web offering to them. It’s means pulling potential customers to your website and then converting them to paying customers. Sounds great, but how do we do that?

Effective Inbound Marketing is a combination of several strategies. First, you need to look at the content of your site. People at the beginning of the buying cycle are usually gathering information. Does your site provide the information your clients will be looking for? As info seekers get closer to becoming a buying customer, their needs get more specific. Does your site talk to this need and offer a solution that makes them want more information?

This is accomplished through a compelling “Call-to-Action”. A Call-to-Action trades the customer their contact information for something they want. It could be tips or info sheets at the information gathering stage, and a discount, coupon or appointment at the buying stage. Your site should have a Call-to-Action at a variety of levels for every service you provide. When you give away quality information people are happy to provide you with their contact info, and now you have the opportunity to nurture that contact and build a relationship.

It’s not magic and it’s not trickery. It’s honest business: giving people what they want in a way the want it, and, in turn, building confidence that your company is the best choice to move forward. The water out there is full of sharks. It’s really not that difficult to stand out when you offer straightforward, authentic help to people.

At Canopy Marketing we build Inbound Marketing programs for clients using the software platform developed by Hubspot. Hubspot is an amazing, affordable and well organized methodology to build quality leads for your business. Using the software, we develop a strategy and create an engaging, interactive site that will help your company:

  • Get found online
  • Convert site visitors to customers
  • Analyze the process to increase conversions and measure your true ROI

It’s quality web marketing and we are seeing it work for our clients.

How keyword research can help you find clients: Inbound Marketing works

Every ten minutes the newest tactic for web marketing hits. How can anyone keep up? Is it my Facebook page that will make me money? Do I need to blog? What about on-line Yellow Pages? I talk to clients every day who are overwhelmed with the amount of information out there about how to market on the Internet. There’s more to do than hours in the day and it costs money. So what should people do who want to grow their business and know they cannot ignore Internet marketing?

Each facet of Internet marketing is like a stepping stone across the pond. Every pond is different and each step is simply a part of getting you across to the other side. Just as every business is unique, your approach to marketing on the Internet should reflect who you are. Is your competition local or national? Are you selling a product or a service? How and where does the financial transaction occur? What are your competitors doing on the Internet. All of that matters when deciding how to market and where to spend your money.

The Internet is evolving, and users are more sophisticated today. The driving force behind quality Internet marketing is providing quality content. Telling your potential customers why they should buy your product or service and giving them the information they are seeking in their buying process. It’s also called Inbound Marketing. It’s different than going out to your clients with your sales pitch. It’s drawing them TO you with quality info that they want and need in order to buy.

And here’s where keywords come into the picture. It used to be that putting a bunch of keywords into the code of your site was the ticket to getting listed at the top of Google. My perspective is “Who cares if you are on page one of Google if nobody is buying what you are selling.” More important is finding the client who wants to buy and earning their trust because they were looking for something specific and you provided it. That’s quality Inbound Marketing and it hinges on understanding keywords and how they impact they way people find your website.

When I blog for clients or coach them on how to blog effectively, the first thing I do is identify the primary keywords and long-tail keyword phrases that real people are using to buy what my client is selling. Once we’ve settled on these keywords we have a strategy to follow. We use the keywords to map out a blogging calendar, complete with blog titles that incorporate the keywords. So the next time my client sits down to blog they are not wondering, “What in the world do I talk about today?” Nope. They know they want to get hired as a wardrobe consultant, and they know what keywords they are targeting. So they sit down and write a blog with a meaningful title, incorporating the keyword. It’s a balance between strategic thinking and providing meaningful and engaging content that your customers want. It’s not rocket science, but it does take some planning. And it works. Most of your competitors are NOT doing this, so if you do, you just might find yourself with that next paying client.

Next time: more on Inbound Marketing…how it works and why.

San Diegans for Healthcare Coverage launches new website

A tireless advocate for healthcare reform and coverage, San Diegans for Healthcare Coverage recently launched their new website, designed and built by Canopy Marketing. The new website is a resource for business owners and individuals and families to find out the latest in healthcare reform legislation and how it affects healthcare coverage.

See the new site here.

Tweet, tweet

Well, I realized the day was inevitable that I figure out Twitter. As a marketing consultant and website developer, social media is obviously an important factor for my clients considering all their marketing options. As a seasoned marketer, I recognize that no single effort will meet your marketing goals. I watch clients all the time, with fear in their eyes, fall for the latest telephone salesperson promising Page One Google Rankings or Social Media Magic 101.

So, I’m a bit of a skeptic. But I also know that every day brings a new dimension to social media marketing and its unprecedented affect on our world. What we talk about, buy and believe in is driven more and more by what we see online. So with that, here are a few tips for conquering Twitter with information from .net magazine and my spin: (more…)

Quality Painting and Wallcoverings launches new website

Canopy Marketing is proud to announce the launch of Quality Painting and Wallcoverings new website at Part of a branding campaign for the company, the website tells the story of owner John Phipps and his belief that a commercial painting company can set a new standard for quality work and excellent customer service.

One of San Diego’s leading commercial painting companies, Quality Painting and Wallcoverings has extensive experience with the high-rise tenant improvement market, build-to-suit, restaurant painting, historical property renovation and the acoustic fabric wrapped panel markets.

Casper Development Resources offers ADA compliance reviews

Canopy Marketing is proud to unveil the new website for Casper Development Resources, Inc. Casper Development offers site surveys for businesses seeking to comply with Title 24 and the Americans with Disabilities Act (ADA). In addition, owner Neal Casper, also offers plan check services, site accessibility surveys, expert witness services and construction management.