Free reports, available for free digital download on your website or landing pages, are a great way to establish your authority and expert status in your niche. They show customers that you are serious, real, and authentic. And they allow you to provide great free information, while at the same promoting your business in a subtle way. Have you heard of the principle of reciprocity? In this case, you give them valuable free information in a free report, and that, along with the expert status you gain, makes them more likely to buy your paid products.
Of course, to you the cost of a free report is basically free. You could write it fresh. But be sure to leave your prospect wanting more… which you give them in your paid products. Every time somebody wants to download your free report, they have to provide their email address and permission for you to contact them in the future. This allows you to build a database of names to market to in the future.
Check out the email marketing section of this article for more details on that. What questions or concerns does your typical prospect have? What are they interested in… or worried about? Say you are in the weight loss niche. There is so much write about.
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Maximize the value of your free report by including a call to action. It's better to keep your free report short and to the point. A single subject that is a few pages long is better than a page e-book in most circumstances because people will more likely read and digest that information. Then if the information is good they are more likely to trust you in the future.
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Nothing can ever replace the website. Your website is the place where you can market and sell your products, build relationships, generate leads, pass on valuable free content, test ideas, and more. Your website actively puts your message out into the world so that potential customers can find you too. Make your website work for you. That way you can use email to market to them further. Make a big splash on your home page by showcasing benefits to your prospect. As you build up authority in your niche, this breeds trust and familiarity, keeping you top-of-mind when your prospects are ready to buy, and increasing conversion rates, which brings us to our next benefit….
An active blog sends a signal that your business is alive and well, loved and maintained. A blog with high-quality content also helps build brand loyalty, further increasing your conversion rates. According to Hubspot , overall ROI is also more likely to increase for companies who blog; in fact, businesses who prioritize blogging experience a 13X increase in ROI , year after year.
Having high-quality inbound links to your site is one of the three pillars of SEO. However, without a blog, it can be extremely difficult to attract authoritative links to your business website. When you add new content that serves as a resource for other bloggers and media, you start to naturally accumulate inbound links as other authors, columnists, journalists, bloggers, and contributors reference and cite that content in their own articles.
These links are important for SEO, but can also generate significant referral traffic back to your site.
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A site without a blog will have a hard time ranking for long-tail search queries. A typical business website can often successfully rank for business-specific keywords e. Having more content is the best way to rank for long-tail queries; the more content you add, the more chances you have to rank for less common, but ultimately higher-converting keyword phrases. Research shows that the more pages a site has, the more leads it gets.
According to Hubspot , businesses with pages of content get 6x more leads than those with In simple terms, the more you blog, the more leads you generate. More content means more form submissions, more email opt-ins, more quote requests, and ultimately, more sales. Blogging gives businesses the opportunity to connect with customers and prospects through a two-way conversation. The freshness factor is also significant; Google loves to see new content being added on a regular basis, and rewards sites that do so with better visibility.
More content also means more opportunities for adding internal links. This creates more pathways for search engine crawlers, which more effectively spreads PageRank throughout your site. By providing your own unique thoughts and insights, you naturally grow your search traffic, customer trust and ultimately, sales. To some extent, blogging also levels the playing field with big brands, giving small businesses the unprecedented opportunity to compete with big businesses with big budgets. You can check out the infographic at the bottom of this article. On the other hand, our mobile users are showing a preference for shorter, more succinct content they can read on the go.
If you want your content to be easily accessible to mobile users, cut out anything unnecessary and format your content so mobile users can get the information they need, fast. Some ways to do this include using a lower word count, focusing on long-tail keywords that mobile users would be more likely to search for, the proper use of headings, bullet points, lists, and linking to other mobile-friendly content.
Google has placed a huge emphasis on the trustworthiness of pages and sites, and a page with poor spelling, grammar or typos is much less likely to be seen as trustworthy. Some questions to ask yourself include:. Using a tool like the Readability-Score , which is based on the Flesch-Kincaid readability tests , will help you ensure your content matches the reading level, expectations and preferences of your audience.
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This is particularly important when creating content aimed at kids or teens or those who have a primary language other than English. For academic topics, what credentials or degrees does your author hold? They are pages that can have an impact on your current or future well being physical, financial, safety, etc. YMYL pages should come from reputable websites and the content should be created with a high level of expertise and authority. We know that Google is trying to decrease anonymity when it comes to online content.
The credibility and reputation of an author increases and improves as he or she creates and publishes more high-quality content on trusted, authoritative publishers. Authors can achieve this through guest blogging. As you choose writers or vet guest authors for your own website, keep in mind what else he or she has written, and where that content has been published. Have they been published on other trusted, high-quality publishers like Forbes, Huffington Post or leading industry websites?
Take a look at how their other content ranks in the search engines; if it tends to rank well, this is a good indication that Google already sees them as a credible and reliable source of information. Another indication of quality content is whether social media share buttons and counters are present.
However, they have not addressed the fact that their crawler can easily access the social share counts present on social share counters. For these reasons, the smart bet is to integrate your content with social media channels by sharing it across your own, and encouraging your readers to share it as well. One of the most important indicators of the credibility of a site or a piece of content is its inbound and outbound link profile. We also know that Google frowns on the excessive use of internal linking; particularly unnatural internal linking or the overuse of exact-match anchor text.
Likely the most important indicator of the quality of a page is the number and quality of inbound links to that page. Who is linking to the page? If there are no links to the page, or if the links are from small, unknown, or spammy sites, this can a good indication that the content is low quality or untrustworthy.
A piece of content can potentially meet all the criteria for being high quality, but if other pages on the site are deemed to be poor quality, this can negatively impact the rankings of even the high-quality content. When determining the quality of a piece of content, look at the surrounding content as well: the pages it links to as mentioned previously , as well as the homepage, root domain, and other articles on the site.watch
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Sites that have commenting enabled, but that allow spammy, link-filled comments to go unchecked are likely to be seen as negligent or unconcerned with the quality of the site thus lowering the overall credibility of the site. Value can be derived in a number of different ways, but the most common include:.
Search engines want to only rank content that provides value for human readers. Ask yourself a few questions: What are your favorite types of blogs? Which ones do you subscribe to and look forward to reading?
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Which ones do you consider a good use of your valuable time? Unfortunately, many businesses publish this type of content to their company blog on a regular basis. And this is a shame, given the enormous potential blogging has for businesses in nearly every niche and industry. High-quality, frequently-published content is also necessary for a successful SEO initiative and offers many more far-reaching benefits, such as brand building, audience growth, improved conversion rates, and more. But is that what you really want?
For your blog to be palatable? And yes, believe it or not, this is possible. All it takes is one simple strategy, and I guarantee your customers and clients will actually want to read your blog. Here it is: Your blog should be a resource to your readers and to other bloggers. But how many bloggers do you think are going to link to your site if all you do is talk about your business? Using your blog to become a trusted link-worthy resource is a strategy that works in nearly every industry. For instance:.