New Pages

Add a New Page–Add a new Revenue Stream

Recently I built a site for a credit card ISO (independent service provider). Good SEO, reasonable amount of content , and backlinks put him on Bing’s first page within a couple weeks. Keywords, some long-tail, made good landing pages for various searches. Later he asked to create a page to create new independent contractors to help him sell merchant services. In less than a month, he was able to add new people to his sales force.
So if you are offering a new product or trying to capture a new audience, add a new page (or post).

Many Pages to Appeal to Many Viewers

 Multiple Page Website-How many Pages?

How many pages does your website need? Are you selling just one product, service or idea? Then one page is plenty.

If you have a lot of different services, products, or ideas; you probably need more. Realize that few will read all the pages. They just want to find the information they need. Multiple pages take more time to create, so the cost is higher. BRC Consultants Inc. is a small business too. We realize everyone has a budget. We want to give you the most value for your money.
We started years ago making one page entry-level websites. They looked great. They were unique for each business in terms of content and design. As search engines became smarter, SEO became more complex. Each page was indexed for one or a few keywords.

One General Page vs. Many Specific Pages

A one page web page did not have one specific keyword. So search engines sent viewers to pages that focused information on the search words entered. For example:
a one page insurance agency website may boast about selling every kind of insurance. But if your search phrase is auto insurance, there are plenty of web pages out there specializing on this key word (phrase). Those sites top the search engine results.
BRC Consultants Inc. has created several insurance websites. How many pages did they need? It varied from agency to agency. But most had separate pages for auto, property, business, life, and health.(Some broke it down further to liability/ full-coverage, renters/ homeowners, etc.) This increased search results.
So how many pages do you need? Think about it. More pages do mean better results. But also know you can always add more pages later.

many pages allow searchers more detailed informationA home page is meant to be an index to other pages for specific information. “On page SEO” will often lead a search directly to that page without bringing up the home page at all. This is more efficient for the viewer.

Starting Out: Ask “How many web pages for now?”

So how many pages do you really need to attract clients? Think about it. More pages do mean better results. But you can always add more pages later as the budget permits. If you blog, each posts creates new content. (Comments is new content as well and costs you nothing.) Here is information on blogging. Please buy a domain name and hosting from my reseller site.
Except for the occasional “squeeze page” that sells only one product, BRC no longer makes one page sites. People do not get the hits they need. So they give up on online advertising. This makes the web designer look bad. But worse, the client gets little return for their money. They also turn their backs on a great way to get more customers.

Creating Newsletters– 7 Tips

creating newsletters as pictured

Two-sided newsletter for mail marketing company

creating newsletters sample page 2

Page two of newsletter

Creating Newsletters is easy. As a marketing person, you are already a great talker. Here are seven ideas I use when creating newsletters.

You already know your clients (insurance professionals, property managers, Realtors, business of all types, consumers, etc.). You know your subject matter. So what do you do next? This is how I do it. You may find a way that works better for you and I would love it if you would share your insights with me at Richard@brcconsultants.net.

Creating Newsletters

  1. Create a format. You can see what mine looks like. I use Microsoft Publisher but there are other programs like Front page, MS Word, etc. Pick a design you like because you can use it again every month by just changing the content in the articles. I just take last month’s newsletter (i.e. Newsletter-May2014), and use the Save As command to create a new file (i.e. Newsletter-June2014). I then delete the unwanted articles so I can see the space I need to fill. Logos, sidebar information, contact information remains the same (though you can change it if you add new services, want a different monthly graphic, promote a sale item, etc.).
  2. Choose a theme. You know a lot information about your industry. Choose something your clients need to know that will help them in their business, new equipment or services, what your company is doing for your community, etc. Say something that you can talk about with confidence. Generally I will write two to four articles using a two sided newsletter, trying to stay within a general theme. Since you know your business, you can probably write a few paragraphs of information that your clients have not thought about yet. Without even breaking a sweat.
  3. Continue Reading →

Leads Club Prospecting–Sharing Prospect Information with Non-Competing Salespeople

Leads Club

Leads club is a networking organization where sales people share prospects’ names. If you work in outside sales, you know how hard it is to find new prospects each week. I am part of 4 networking groups. Three of them meet monthly and one weekly. By far, the leads club that I attend weekly has been the best investment of time and money.
Every week members come together for an early breakfast meeting and share recent leads. You probably already know 5-10 people in sales that are not your competitors. Why not get together once a month or even once a week to share information of prospects you have recently met.

  • Who to invite? Your favorite realtor, car saleman, contractor, plumber, BBB member salesperson, wholesalers of all kind that do not sell the same items, computer or software B2B sales, insurance agent, website designer, photographer, dentists, chiropractor, etc.
  • Meeting time and place. Breakfast seems to be the favorite time to meet. Early, so you have an hour to meet plus travel time to get to your first appointment. Continue Reading →

WordPress Themes, Dollar Photo Club, etc.

WordPress Themes –Thousands of themes, Unlimited Ways to Customize Them

WordPress themes are great! I now build every website with WordPress. There are thousands of themes to choose from plus many plug-ins to ad more functionality. Many of are free, like Twenty Eleven. It has been helpful to me to choose just a few themes that have multiple options to that I can learn them well and create sites faster.

Always “make the theme your own”. It is unlikely that your clients will see a website that looks like his. But it is so easy to customize the site and make it original.

Finding Great Images

If you want some great images for a site, join http://dolarphotoclub.com .It’s only $10 a month and you can download oodles of large format photos and illustrations for only a dollar each.
.adventurous wordpress themesHere is the original theme “out of the box” This website is ons created frm theis theme.
There are many free themes, but I bought the pro versions of Adventurous and Weaver II for the additional features and options. When you choose a WordPress theme, make sure to get one that is responsive because search engines penalize you if your site is not mobile friendly (because 60% of viewers are using their smart phones and tablets for searches). Free and additional features include the ability to change colors or add background images to headers, background, and pages. Various places for widgets. Multiple layouts that can differ with each page. Ability to use a custom favicon. And since it is WordPress, lots of options for your blog–categories, who can comment, avatar options, latest blog titles on sidebar widget, etc.

Once you set up your site to use a WordPress theme, you can look at various themes to get an idea of their “look”, what options they offer, if it is worth getting the pro version, etc. If you have favorite plug-ins, be aware that not every plug-in is compatible with every theme. However, sometimes WordPress themes or specific plug-ins just need to be updated to work.

Other Favorites

My favorite plug-ins include Meta Slider Pro and Visual Form Builder (Developer versions). They are worth every penny.
Google offers a great calendar for free as well as easy to use embeddable maps. And don’t forget most You Tube videos can be embedded as well. Get your own You Tube page to add your videos.

Define Your Brand

6 Questions to Help Define Your Brand

  1. What products/services do you offer? What qualities do they possess? (Is there a quality inherent in the product or service that your competitors haven’t promoted yet?
  2. What are the core values of your company? Of the products you sell?
  3.  What is your company’s mission? What is your purpose? (It is never about the widgit.) Why do you do what you do?
  4. What does your company specialize in?
  5. What is your target market? Who do your products attract?
  6. Does your company have a tagline? What message do your prospect get when reading it?

A few ideas about these branding questions

The more you think about these questions the better you will define your company, prospects, mission, and a unique way to promote your products and services. Here are a few other ways to think about the above questions. They are based  on years of marketing and selling courses taught by the masters.

  1. Zig Ziglar said that millions of 1/4 drill bits are sold annually. But what buyers really want are 1/4 inch holes.
    Green Giant used the tagline “picked fresh and frozen the very same day!” They pre-empted the rest of the market by simply stating how vegetables were processed by everyone by law. But now they own the freshness position.
  2. Core values let you tell your client what you can deliver. Do you stand behind your product with a guaranty? support  your employees by listening to their ideas and promoting from within? ensure on time deliveries or appointments because your clients’ time is important?
    A friend of mine has a glass shop which may be the only one in the area that shows up at the appointment time. Another friend is a patient of a doctor who never has anyone in the waiting room and sees him within a few minutes after arrival.
    What do you do to help your customers? Do you save them time, money, or hassle? Do you provide additional benefits to working with you?
    Find out what is great about your company and tell everyone. As Will Rogers quipped, “It’s not bragging if it is true.”
  3. Your mission gets you up and sustains you during your day. It can be lofty as  the American Red Cross’ or direct as Walmart’s. What gets you excited and why? Do you have a special talent that ensures you help others? do you have a unique product that solves a problem?
    See it and promote it from the customers’ viewpoint. 
  4. Your specialty automatically defines who will want your product or service. Niche marketing is great marketing. Jack Welch improved General Electric by insisting that they “only be in markets where they rank #1 or #2”, forcing the giant company to focus on strengths. What are your strengths?
    You can also use the 80/20 Rule (Pareto Principle). Your top 2o% or products probably make you 80% of your sales. Keep what you will, but focus on the money makers.
  5. Your target market gravitates to your type of product or service. If “everyone is a customer”, you will dilute your efforts and marketing budget. Demographics describes your perfect customer in terms of age, ethnicity, gender, social status, education, income level, frequency of dining out, make of car, apartment dweller, etc. Everyone wants something, focus on the people most likely to buy your offering.
    Look at your current BEST customers. What do they have in common? How can you get more f them?
  6. Your company’s tagline should speak directly to your chosen demographic. Nike’s “Just do It” tagline tells the serious athlete and “wanna be” to go work out (in Nike shoes, sport clothing, etc.). Burger King let’s you “Have it your way”, while BMW is “the ultimate Driving Machine.” What does your tagline say, and to whom?

Worksheet in Acrobat pdf  printable Form to better define your business

Branding Definitions

Writing Newsletters for Your Company

Writing Newsletters, and Editing and Distributing Them

Writing newsletters is similar writing a blog or sales presentation. Only they are often more formal, have a distinct look (imagine a specific newsletter or magazine), and should identify date, volume, etc. Outside salespeople can use their company’s newsletter to open conversations with customers and present monthly topics consistently to all their clients.

Below is a copy of a newsletter I create for a fire damage restoration company. (More issues at http://firedamagelascruces.com/newsletter/)

Writing Newsletters in 7 Easy Steps

1. Create a format. You can see the first page of a two-page newsletter. You may chose a single page or multiple pages. Shorter newsletters are best. More likely to be read and easier to create consistently every month. I use Microsoft Publisher, use Front page, MS Word, or another application. Pick a design you like because you will re-use it every month. Just change the content. Volume, issue number and copyright information appears in the black bar under the title.

When you start the next issue, just delete old content and Save As for the new issue. Logos, sidebar information, etc. stay the same.

Fire Damage Newsletter

Fire Damage Newsletter

  • 2. Choose a subject (or subjects) for this month’s newsletter. You know your specialty. Choose one long article or a few articles about the same general topic. Generally I write two to four articles using a two sided newsletter, using just one general theme. Other peoples’ newsletters offer monthly features such as recipes, horoscopes, or product reviews every month. Writing newsletters are like talking to a client. A Question and Answer format when writing newsletter is a great way to talk about your industry.

Continue Reading →

Ten Reasons Websites Grow Business

Ten Reasons Websites Enhance Business and Grow Market Share

There are multiple reasons websites are so popular. Listed are the top 10 reasons websites that BRC’s clients cite most.

Reason 1. You can put loads of information on your website. Websites  educate and persuade people to buy products, services, and viewpoints. Each competitor tells their story online. Tell prospects why you are better

reasons websites are important

Local business can attract national attention with a good website

Continue Reading →