I consider myself the pioneer “LinkedIn web marketer.” Though I provide an array of web marketing services for small business my focus is on integrating LinkedIn networking strategies and business development with web marketing tactics.
The synergy created by weaving these two together creates a powerful effect on both one’s LinkedIn networking and the number of leads generated by the website.
The first and most important concept in web marketing for any business and especially for small businesses is “List Building.” If you do nothing else while you’re on the site, please read that page.
As a follow up, you will find the “Web Marketing” page full of additional background on the subject of web marketing. This page will fill in the picture as to the importance of these subjects in relation to the success of your small business in this economy.
Despite how frequently this term is bandied about I am convinced that most people don’t really understand what a Unique Selling Proposition is.
I recommend to anyone that is interested in marketing or sales to read “Monopolize Your Marketplace” by Richard Hershaw. This is a fantastic book on marketing and how to tell your story in a compelling way.
If you have an elevator pitch, website, or any other marketing materials I would suggest you ask the following question of your selling proposition.
Could the competition make this same claim?
For example, the claim “We are the best XYZ company in Texas!” since there is not ultimate authority you will find many claiming they are the best. This claim is not a unique selling proposition as it is NOT unique.
Whatever the claim in your proposition it must be unique to you and something the competition can’t say. The way you do this is by talking about things that are specific to your business such as “Our clients average a 38% increase in revenues in the first 60 days under our program.
Interrupting the prospect is the first step in marketing and you could also say sales especially when discussing cold calling.
Interrupting or getting the attention of the prospect is the usually function of the headline or the value proposition in selling. The job of the headline is, and I quote Eugune M. Schwartz’s great book “Breakthrough Advertising here:
“Your headline has only one job—to stop your prospect and compel him to read the second sentence of your ad.”
It is obvious of course that if you don’t get the reader’s attention, if you cannot get them to read about your offer, you will not get their business.
Typically attention is gotten by stating something that is: familiar or connected to the reader, something unusual, strange, unusual, or abnormal, or by things that are threatening, dangerous, or problematic.
Any good marketing piece must start buy getting the prospects attention or interrupting them. This goes for a website, a brochure, a cover letter, or your LinkedIn or other social media profile.
Learn the art of interruption and you will earn the right to tell your story. This is actually the key to cold calling in sales and most certainly a key factor in on line marketing.
Pay per click is one of the most powerful marketing tools ever. It allows you to very easily test any concept, webpage, ad, or other marketing effort and it also provides a vehicle for driving traffic to your site.
However, small business owners should be ware that it is frightfully easy to waste your money on these campaigns if you aren’t paying attention. One should be sure to stay on top of the statistics and be re evaluating constantly.
The biggest and most blatant of money wasters in the pay per click area is that of sending traffic to a webpage that doesn’t have a call to action or list building mechanism on the page. I will explain more in a moment.
You should not engage a pay per click campaign to a page that is not specifically designed to covert visitors to customers or at least capture them as prospects (list building).
I am always surfing the web and looking at various company websites. In my research to help clients find the right keywords I end up visiting tons of sites that have paid for pay per click ads (Mind you I don’t click, but copy and paste their links to my browser so as not to charge them for my visit.), most don’t have a unique selling proposition, a call to action, or a list building mechanism on them.
Most of the visitors to a site are not ready buyers, but prospects in one or another stage of the buying process. If you aren’t capturing some portion of these visitors you are wasting a very high percentage of your pay per click monies. Not only that you are forgoing lots of future business from these visitors who will eventually, long after visiting your site, make a buying decision. Because you didn’t capture them when they visited you likely won’t be there to bid for there dollars later.
In my opinion you should not let anyone convince you to spend you money on driving traffic to a page that won’t close business.
Millions of LinkedIn business networkers are trying to find the key to unlock the LinkedIn cash register. What is the real secret, the missing link to success on LinkedIn and other social media networking?
The answer is simple: “web marketing.”
The Great Business Networking Disconnect
The majority of LinkedIn business networkers use their profiles like and information source such as a web page or resume. This means their LinkedIn profiles are static information pages supplying the reader information about the person or their company.
Even though they include website links in their profiles there is nothing in the profile that compels the reader to visit the site. Frequently the website links aren’t even descriptive. The link listing says; “My Company” a less than compelling phrase. Readers simply arrive at the profile and leave to continue on with other things.
The only exception being the reader who is highly motivated do to need for products or services of the profile’s owner. Ready buyers have a reason to move to the website and see the offer, but everyone else doesn’t.
Most profiles don’t contain the right content or offers to get people past the profile to the website.
The Second Chasm
When by a stroke of luck the profile reader arrives at the owners website, they arrive at another page aimed a providing information rather than engaging them in a conversation.
This chasm or break in the chain is a marketing error. The purpose of marketing is to get the reader to engage the person or company. To make them feel they’d have to be a fool to buy from anyone else regardless of price.
What the website owners fail to realize is that all the information in the world about you won’t make anyone want to engage you. They want to know what’s in it for them.
Between the networking disconnect and the marketing chasm it is no wonder that business networkers never seem able to turn on the cash register.
My charter on this site is to provide you information and resources that breakthrough these two barriers and allow you to start cashing in from your business networking efforts.
With the addition of a web marketing list building strategy to your website and a refocusing of your LinkedIn profile towards engaging the reader (as opposed to telling them about yourself) you can turn on the LinkedIn cash register.