As a professional, your content is your beacon. It’s your magnet. It’s what gets people to notice you; it gets them to learn more about you; and it gets them interested in you, in what you have to say, and in what you do.
But your content alone is not enough.
Google, in an attempt to curb spammers and dubious content, updated its database in August of 2018 with an algorithm that both awarded good content providers and penalized poor ones.
Called “EAT,” which is an acronym for Expertise, Authoritativeness, and Trustworthiness, the update focused on the three pillars upon which Google evaluates a piece of content, and the content's validity and veracity.…Read More →
When it comes to improving the productivity and performance of a client's lead generation efforts, there are three general areas that I tend to focus on.
I call them the “three Bs” of lead generation. They are:
- barriers, and
First, this assumes that the marketing and messaging are correct and aligned. It doesn't make sense to drive leads when the market or message is wrong. It's like trying to fix a car when you're still going down the wrong road or towards the wrong destination.
Ensuring that you have the right audience, appeal, offer, etc. is a priority. Offering the right solution to the right market with the right message that's solving the right problem will increase your chances of success before you start.…Read More →
Great question from a subscriber today about how I price and structure my work. While I have my pricing laid out on my consulting page, here's the way I structure my work — and how you might want to do something similar, too.
First, like any sound professional, you should never prescribe before you diagnose. Unless your client clearly knows what they need (which is very rare), it's always better to learn about what to fix and why, before you attempt to fix whatever seems to be broken.
By “what,” I mean identifying the real problem.
The reason this is critical is that a problem may be symptomatic of a different or an even greater issue.…Read More →
A growing service among marketing consultants and agencies is something called “Reputation Management.” Some of them are even entirely devoted to this singular, specialized service.
The reason for its popularity is, in addition to improving their local SEO, many businesses are looking to improve their ratings, reviews, and overall reputation.
According to a recent study, 88% of consumers trust reviews when making a purchasing decision. Also, by increasing your ratings and the replies to reviews, you can increase your clickthrough rate by 57% and your conversion rate by as much as 25%.
Reviews are not only a trust indicator but also a ranking factor.…Read More →
The other day, I received an email from someone I follow. She’s well-known in her niche and teaches marketing for a very specific type of professional. I don’t want to mention the industry, because if I do you will probably know who she is.
She said that you do not need a USP, a unique selling proposition. She alluded to the idea that it’s a term that's hyped up, overused, and not applicable to professional services firms (e.g., lawyers, accountants, financial advisors, etc).
In fact, she says it’s nearly impossible to have a truly unique selling proposition, and that a tiny percentage of firms (less than 1%) can claim a real USP.…Read More →