Madison Marketing Group Blog

3 Ways To Boost Reader Engagement On Your Blog

The blogosphere is a pretty big place these days. So big in fact, it seems to be getting more and more difficult to pull in a decent readership let alone garner a healthy dose of engagement on your posts.

This problem is particularly frustrating because of the incredibly rich content and innovative ideas that often go virtually unnoticed. Simply attracting eyes to your blog is the primary hurdle bloggers are faced with, but there’s a another dimension to blogging that is often left out of the discussion when it comes to encouraging readers to participate in your content––style.

Bloggers have great ideas all the time but are often kept relatively invisible to the idea-hungry public because of style choices that are either:

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3 Ways To Re-Convert Your Leads

We hear the term “conversion” and tend to think of an isolated incident. Lightning strikes and an individual discovers his faith, comes to a new way of thinking or adopts a new lifestyle.

These things happen, sure, but more often than not conversion is a gradual process. When I decided to become a vegetarian, I didn’t wake up the next morning craving nothing but veggies. In fact, I loathed them and subsisted on a diet of cereal and bagels for the large part of a year. Over time, however, I began to enjoy certain greens and found myself “re-converting” so to speak to the new diet I had adopted.

Nowhere is the process of conversion more gradual than in the online business world. Rare is the customer who stumbles upon a new website, navigates immediately to the landing page, follows the CTA and purchases 13 products. What tends to happen is a visitor expresses interest (converts and becomes a lead) and retreats, contemplating whether or not he’ll actually make a purchase.

50% of original leads become customers, but the other half is lost. Perhaps this half is like me—they need to see a bit more before they will come to a full conversion. So show them; give them additional opportunities to “re-convert.”

Here’s 3 ways to do so:

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Boost Your Conversion Rate With 3 Simple Tweaks

Dance

If someone walks up and offers you a $100 bill do you make them do a little jig and recite the ABCs in reverse before you take it?

Most likely, not. The idea of working in order to give is completely backward, but not entirely foreign. If you've ever given blood, you know what I mean. You go to the donation center, “read” through pages of information, answer at least 30 questions, get your finger pricked (just once if you’re lucky) only to finally part with a pint of blood.

Volunteer agencies—Red Cross especially—can get away with this; they’re saving lives. But business cannot. No matter how badly they want your product, customers aren't willing to work to give you their business, and they shouldn't have to; they’re paying you.

Nevertheless countless online businesses make it difficult for interested visitors to become customers. This is not, of course, their intention (we all want business) but either through lack of know-how or lack of time, many set up their sites in a way that makes it difficult for customers to convert.

Think for a second about your own conversion process. Imagine you’re a first time visitor to your site. You’re intrigued, you want more information and further contact; how easy is this to attain?

If you encounter any roadblocks in your imaginary journey, you need to reexamine your process for lead conversion. If you, as the person perhaps most familiar with your site, can’t fly through this process unimpeded, imagine the struggle for your visitors (and the potential losses to your business).

In evaluating your conversion process, check for the following:

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3 Ways To Foster An Environment Of Re-Engagement Among Clients

Create inbound marketing content geared towards client re-engagement

When considering what transforms a visitor into a client or customer, asking yourself what kind of customer is most worth your investment is a primary concern that can easily be overlooked or ignored.

Although an emphasis on brand visibility and outreach to new leads is an extremely vital component of any marketing strategy, it often overshadows the value of loyal clients and their tendency to act as walking advertisements––attracting those around them to your product or service.

Actively working to foster lasting relationships that make clients feel welcome and valuable to an organization through direct and indirect communication can be combined with an inbound marketing strategy with client longevity in mind to create an atmosphere where the client truly comes first.

1. Create An Environment Of Incentive

The quality of your content and its presentation to visitors ultimately fosters the message you intend to give them whether it be “you need my service,” or “check out all the problems my product solves.” Garnering direct referrals through happy clients with big mouths can start with real incentive in mind.

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3 Ways To Judge The Value Of Your Content

Diamond engagement ring

If I had to bet on what two word phrase appears most often in digital marketing blogs, I’d be willing to lay down a sizable sum on “valuable content.”

Whether they’re discussing website optimization, SEO, or social media marketing, bloggers often call upon this phrase. I myself use it frequently. So odds are, you’re convinced. You’ve seen the phrase enough to know that valuable content is something you should have.

But what exactly is valuable content? What distinguishes the articles on the sites of the Huffington Post and Entrepreneur from those “published” by Peanut Butter Joe and My Blog’s The Best Becky (Okay, I made those up, but I’m almost certain there are even more ridiculous blogs out there.)

In certain instances, differences in value are easy to spot (the jewels of Neil Lane stand in stark contrast to those of Wal-Mart bands). But search engines don't have the discerning eye of a soon to be bride. And because of the online nature of content, all posts are made available (crap included). Thus, it can be easy to fall into the trap of producing low quality content simply for the sake of churning out more of it.

Resist this temptation. The goal of your writing isn’t to produce more words; it’s to make an impact, to drive business. No matter how much content you create, if it’s not of value to your audience it’s useless.

Valuable content has the following characteristics:

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How to Use Your Old Franchise Blog Posts to Get New Leads

Your blog is (or can be) a very powerful tool for franchise development. But it’s not all about content creation

Maintaining your blog with regular new posts is important to holding the interest of your current leads and nurturing them as they evaluate your opportunity. Search engines value fresh content as well, but you can put your blog to work for you without having to continuously be focusing on creating new content.

Here's how you can get more out of your franchise blog without having to write new posts:

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3 Ways to Use Your Franchise Blog to Improve Your Social Media Marketing

How much does your franchise gain from your franchise social media marketing efforts? Chances are, not as much as you’d like. Perhaps you desire more followers or some feedback on your posts, some leads off LinkedIn or backlinks to your content.

But really, who has the time to make all this a reality? Franchise social media marketing is an important practice, but it’s not enough to sustain a business. Chances are, when you first adopted social networking as a marketing tool, you didn't toss all your other sales strategies.

The solution? Stop thinking about your social media efforts as separate from your other business activities. By taking what you’re already doing and applying it to your social media marketing, you can improve outcomes without reinventing the wheel.

If you're already regularly publishing to your blog, you've already got a powerful tool for improving your social media presence.

Here are three ways to use blogging to improve your social media marketing:

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New Selling: How Inbound Marketing is Shaping Sales

‘Sales’ is in an interesting situation these days.

The convergence of Product Development, R&D, IT, Marketing, and Management into one cohesive, agile model has been discussed at length lately: bestselling books like The Lean Startup and Rework have become the dog-eared bibles of the modern startup (us included).

Technology has helped mold this new model. When companies are more accessible and customers more informed than at any other time in history, the very nature of companies will have to change: information—especially product information—isn’t hidden anymore.

I’ve seen this evolution affect salespeople the hardest. Before the sales professional was the keeper of information, doling it out gradually as a means to stick-and-carrot the prospect home. It was the primary, if not the only thing that separated the salesman from his prospect.

But what happens when the prospect is as informed as the salesperson? Now who’s in control?

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5 Characteristics Of A Perfect Company Pitch

"So, what do you do?"
"Well…you see..it’s a rather complex industry…I do a lot; we have several clients…"
"Oh, I see..." (No; I don't)

It’s amazing the amount of interactions that follow this format, the number of people who can’t clearly explain what it is they do.

Public employees have it easy. Teachers, policemen, and doctors can say one simple word and all will understand (to some degree) what it is they do. Those of you in the business world, especially those whose companies aren't exactly run of the mill, have to provide a much more detailed response to the all too common question-and what do you do?

Though at times a difficult question, this is one you should welcome. It provides you the perfect opportunity to make a pitch for your company. And if you’re working for a start-up agency or relatively unknown business, this is an opportunity you desperately need.

Resort to the standard “I’m in sales,” and the conversation ends; launch into a lengthy, fumbling account of your every workplace action and bore your listener to death. Strike a balance and you just may get some business out of your boring wait in line.

An effective pitch is:

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4 Simple Strategies For Increasing Client Loyalty

Think of the work that goes into landing a new client—the research, digital marketing, phone calls, and meetings. Not to mention the cost.

Bringing on new clients is exhausting, both financially and physically. And oftentimes our efforts to do so are in vain; the value of a new client proves much less than expected, a company backs out of a deal at the last second, or a contact is so difficult to deal with we wish we’d never sought to do business with him in the first place.

Wouldn't it be great if we could devote our energy to endeavors we were sure would pay off? To clients we like and trust rather than those we know nothing about?

By increasing our client loyalty, we can. If we focus on our current clients, on their needs and desires, we can save ourselves time, money, and a whole lot of hassle.

Here are 4 simple strategies for doing so:

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Attorney Inbound Marketing: The 7 Foundation Blocks, Pt. III

Following is part three of a three-part series highlighting the 7 Foundation Blocks of Inbound Marketing.

You can find the other two parts here and here.

Success with inbound marketing in the legal industry depends on having seven foundation blocks firmly in place prior to kicking off a lead generation campaign.

1. Target Market

2. Key Performance Indicators

3. Keyword Bank

4. Content Depot

5. Marketing-Ready Website

6. Social Media

7. Intelligence Tools

In today’s blog post, we’ll look closely at foundation blocks 6-7 and how they function within an inbound marketing plan for law firms.

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