Results Driven Customer Services Focus


Picture of a deeply inspired person focused on a starlit sky.photo c/o Steve Halama, Unsplash.com

Taking Your Content to the Next Level

↑  click heading for my brief customer focus presentation  ↑

When you have a special project that, first and foremost, absolutely must capture the attention of your targeted or intended audience, you want to make sure that your message does indeed reach that audience, right? How do you ensure that happens and once you have reached that audience, what next?

Marketing your content to reach the greatest potential number of your ideal audience online today is a complex and challenging prospect. On one hand, you feel that you have written exceptional content that millions will not only see but feel deeply compelled to click through to find out more. On the other hand, you feel that through your research on the subjects of ‘audience reach’ and ‘audience engagement’, you have mastered the technique of grabbing your readers’ attention. Still, you find that your results are minimal and perhaps even trailing behind your previous content publication.

So what on earth is going wrong? You’re frustrated that after endless hours of time and inspired effort you continue to struggle with reaching your audience, triggering their interactive responses to your content, clicking through to various pages on your website and advancing to the ‘shopping cart’ phase of purchasing what you have to offer.

Steps Toward Better Business Results

The process of marketing your business online today continues to be increasingly complex, challenging you every step of the way and you feel like you’re spinning your wheels. Spending valuable hours of your business day focused on content marketing for the promotion of your business seems like a prudent and necessary activity right? It most certainly is important. 

Whether you have staff that can attend to effective website development and updates in conjunction with current day standards that must incorporate Google’s algorithm updates and web content standards, social media marketing, website blog content development, search engine optimization (SEO) and paid advertising copy (analytics data analysis, keyword research, ideal targeted audience demographics, and ongoing social media management),  or you are a one person operation and have to bring it all together on your own, be prepared for initial and ongoing research to make sure you stay abreast of best and preferred practices and schedule sufficient time to address those tasks.

This article is not intended to be exhaustive in terms of detail regarding each subject covered here. This will serve as an overview with touch points on key aspects of achieving greater audience reach, engagement and forward response to the purchase stages of your relationship.

Website Name, Registration & Development

Assuming that you have fully developed your ‘Brand Story’ and Business Plan in advance of your new business startup, determination of exactly who your targeted audience/customer/clients will be, and what financial resources you will have as startup capital to set up your business and get it launched, the next critical step is to set up your new website name and URL registration and plan for the physical development of the new website.

Website Name

  • Never decide on a website name in haste. Your business name must clearly define in a few well-placed words what you have to offer. The first instinct is often to come up with an artistic, catchy business name that may be unique and intriguing but does it immediately tell your potential audience/customers what product, services or cause you offer or represent? Don’t make people guess or you will lose them in a heartbeat; if in doubt, they click out! In advance, you need to determine what small group of core keywords represents your business.
  • While keeping your business name brief, make sure you incorporate a critical keyword or two which represent the primary service(s), product(s) or cause(s) of your focus. If you anticipate expanding your services, product line or cause focus, be sure to allow for that differential in your website name determination. 
  • Before formal registration of your business name and website, determine a second and third alternative business and website name as there is a possibility that your first choice may already be chosen and registered. Avoid potential legal challenges in future that may ensue because of a business or website name duplication with another legitimate business entity.
  • Research thoroughly in advance on best practices for the development of your business name. Draw from the experience of experts in this facet of your new business startup to ensure that your company name is effective in identifying what you have to offer and one that is unique to your competitors’ business names in a distinctive way. Your business name should also be easily remembered.

Website Registration

  • Once you have established your preferred website name, you need to secure that business name and website URL address as an exclusive business entity with sole rights to the chosen name/URL through official registration with the appropriate provincial, state or other local or regional authorities designated for legal website name and URL registration.
  • Do advance research to ensure that you understand critical issues and legalities surrounding the selection and registration of your new business website address/URL.
  • Website Domain:  Research the pros and cons of having an exclusive and primary website domain vs. a sub-domain. There is the argument that sub-domains will cause many to perceive your business as less professional/successful because you have not acquired your own domain. In the case of your own domain, you purchase the exclusive right to your own primary/proprietary domain. If you have a free hosted website platform where you have not purchased a domain, your website or blog URL will include the name of the site host in addition to your own chosen business/URL name. A sub-domain has a much longer/elongated URL address which is much more difficult for people to remember accurately.

Website Development

  • When looking at which website or blog hosting service you wish to acquire, pay particular attention to not only price (free/premium) but all conceivable aspects of functionality, what add-ons will be charged extra, domain stipulations, terms of use and so on. Also, check customer reviews in detail. Are there any highly negative comments that would cause you to raise a red flag? Be sure that in the event you wish to go to a different hosting service in future you are fully able to transfer your site content from the current to the new website.
  • Restrictive Functionality:  You will find that the level of site builder functionality varies between website hosting services. Are plugins included or are they a chargeable extra? What features are included (or not) i.e. shared or dedicated hosting, managed WordPress hosting, type of servers i.e. Windows/Linux, data storage and transfer limits, and more. Research hosting service reviews on sites like PCMag.com through searches i.e. “top website hosting services”.
  • Website Navigation: Plan for the website navigation menu and parent (primary) vs child (secondary/sub) pages in advance. Base your website pages and content on the purpose of your website and how it will best represent your company brand story development and core products, services or cause presentation and promotion. Assign easily recognizable web page names to avoid guessing or visitor navigational problems from occurring. If a visitor feels confused about where to go on a website and ends up struggling to find the desired page, they will click out in anger and never return.
  • Site Search Engine Optimization:  This aspect of website development remains an essential component and plays a critical role in how visible your website will be to search engines, how well-represented your core business focus is and the kind of content quality and user/informational value visitors will find when they arrive on your landing/home page. You should have determined your core set of keywords/keyword phrases in advance. 
  • Be sure to research in advance all current and relevant content requirements as defined by search engine algorithmic updates and related guidelines. Do NOT leave this to chance and attempt to determine on your own what is or is not critical in this regard. Google is by far the largest and most authoritative search engine on the internet today. Refer to Google Webmasters for support and tools/resources. Do NOT ignore the Google guidelines with respect to website content.
  • Take the critical time needed to research through industry experts like SiteProNews and Social Media Examiner to become aware and understanding of current SEO best practices. Google launches periodic and fairly frequent algorithmic updates and guidelines, therefore you cannot simply develop your new website or blog site based on guidelines at the time of your business website launch alone. Always stay up to date with frequency through research to avoid dismal website/page ranking and poor positioning in search engine results pages. If your site is placed beyond the first or second page of search results on the major search engines (Google, Bing, Yahoo and Ask are currently the top 4) your site will be virtually invisible or ignored. Most people do not review sites listed beyond the second results page of their search.
  • Site Navigation:  Again, research expert articles regarding best practices for website development. Site navigation must be quick and easy for your site visitors. Statistically, new visitors to a website will spend no more than 7 or 8 seconds on the landing page to sum up in their mind whether they are on the right track for finding the information they want and need and if they cannot find that information fast they will click out and never return…another potential customer lost. Refrain from getting artistic about names you choose for your navigational (page title) tabs. If your visitors have to guess at which page tabs to click on and discover they have arrived at the wrong page, they will be frustrated and click out permanently.
  • ‘Responsive’ Website Design:  The number of internet browsers today are doing so via ‘mobile’ technology in addition to or instead of a desktop or laptop computer. The rising number of web browsers on mobile is staggering and increasing to eventually become the most common way to browse the internet while on the go. The portability of mobiles allows users to connect online wherever they are over the course of their day. As such, make doubly sure that your website is ‘mobile responsive’; critical to reaching a huge segment of the market who now opt for the portable online means to browse the internet.

Website Content

  • Once again, I cannot stress enough the importance of researching in advance to find best practices for your website content including your blog articles and your other primary pages where highly informative content tells your visitors/prospective customers exactly what services you provide or products you offer or what cause(s) you would like them to support.
  • Determine in advance how best to structure your page content, how much content is recommended, the type of visual elements that best represent what you offer and most relevant to the subject matter of each page, how to optimize images through “alt text”, best practices for search engine optimization in terms of content quality and practical usability, infusion of keywords and their density, the use of semantic wording, phrases and sentences vs keywords
  • Enhance user experience by linking from one of your website pages to another. Use ‘organic’ words and phrases that occur/read back naturally within the context of your content. This practice also helps to improve page/site ranking by the search engines. The more visitors click on such navigational linking, the longer they remain on your website, a key indicator of visitor engagement to the search engines.

Page Titles and Headline/Subheading Formatting/Tagging

  • As you can see from my article headlines and subheadings here, I have applied an alternative font color and font size in order that the headlines (or subheads when used) are readily visible. Stay as close to only two textual content colors only that tie in well with your website and logo theme colors. I have also formatted each of the primary article title (H1) and subheadings (H2) and by doing so, such formatting is a clear signal to search engines what the article entails as a whole and in part through the subheading and bulleted information throughout the article. This formatting of content supports the search engine bot scanning for page and site ranking and ultimate search engine results page (SERP) positioning. This type of formatting is a critical and powerful form of SEO that all website content writers need to implement to increase their overall site/page rank.

Website Content Quality & Informative Usefulness to Customers

As a business owner/administrator today who is reaching out to their potential/targeted audience for the purpose of attracting new customers, clients, or increased website traffic, engagement and purchase decisions, newsletter and blog subscribers, new leads generation, authority/expertise building and more, you MUST get away from pushing the sales element of your messaging to your reading/site visiting audience.

For years now, the consensus for web content best practices included heavy keyword and keyword phrase content (to the point of virtual keyword dumping or ‘spamming’). The major search engines no longer accept that type of black hat approach to website content development. Website browsers/users/searches are sick and tired of being constantly bombarded with nothing but heavy-handed sales pitches; “buy me, buy me, buy me”. 

Current expert consensus reveals that content marketers need to focus on what is best for their potential customers and develop their content accordingly. High-quality content that includes website content that is highly informative and immediately usable by our site visitors. Focus on your audience’ wants and needs through your content vs. that undesirable sales pitch.

Speak to your audience in a clear and concise content presentation that is easy to understand and identifies specific problems that your various customers experience, and identify how you and your products or services can solve those problems and make their life easier/better. Your readers should readily identify with the problems and solutions that you present as their own! Differentiate yourself from your competition by showing them why they should pick you or your products or services as the better choice, the better solution for them.

Specific Customer Problems & Solutions

To illustrate the foregoing, I will share with you who my typical and potential clients would be based on the services I provide and what solutions I offer that will help my clients realize best possible results with their textual content or copy. This is a general overview rather than an exhaustive itemization but the following will give you a sense of where your focus needs to be in terms of customer/client services or product development and sales and how you should represent them in your website content and online and offline marketing efforts accordingly.

Authors:

Whether a first-time publishing author or a seasoned pro in the publishing sphere, my author clients will approach me on several different fronts:

  • they want a solid start to their publishing endeavors right out of the gate with a clean, error-free, fluid, consistent, highly engaging and polished publication product that provides a first-rate reading experience for their potential customer market.
  • they want their readers to build in numbers through solid reviews, extensive sharing of their marketing copy and consistently growing readership through their product excellence, marketing and advertising efforts and consumer referrals.
  • they are experiencing difficulty producing unique and highly engaging content that differentiates them from competitor authors (of which the numbers of new authors has grown exponentially).
  • they have a general difficulty with the writing essentials of the English language including typos, spelling and syntax errors, incorrect grammatical applications, errors or oversights in capitalization, flagrant misuse of punctuation, poor structural/developmental or substantive content presentation that results in inconsistent, choppy, confusing storylines, inconsistent character development and more.
  • they have the drive and prolific writing dynamics which result in exceptional reader experiences and they have an unquenchable desire to reach the bestselling author distinction but need guidance in terms of how to achieve that desired and lofty level of publishing supremacy.

As a textual editor, proofreader, formatting and writing analyst, I provide the essential services which resolve the types of issues described above and/or help the author move ever closer to the bestseller circles through superior publications quality and reader experience. Be clear on this point: an editor or proofreading professional does NOT rewrite the author’s manuscript in part or whole. Our role is one of defining technical issues and suggested revisions to address those issues.

Editorial Services

Through a three to four-round content analysis process, it is my function to identify errors and omissions that are intermittently evident through my client’s book or novel manuscript and suggest correct applications and/or wording alternatives that would otherwise enhance the reader experience. The level of my participation in the overall editorial process depends on what my client is seeking as necessary from their perspective and/or my own perspective once I have had an opportunity to peruse the submitted manuscript copy.

In addition to the editorial aspects of publishing services I also provide manuscript formatting consultation and services to ensure that each manuscript submission is fully compliant with publisher guidelines. Where manuscripts are submitted with conflicting format issues that result in a poor reading experience, the publisher will reject the submission until such formatting issues have been fully resolved.

Copywriting Services

One of the critical elements of book or novel publishing is the ‘book description’ which is otherwise known in the publishing industry as a marketing tool known as a ‘sales pitch blurb’. This descriptive element on the author’s retail page is one of the first things a visiting consumer will review when determining whether to make a purchase. There is also opportunity within the ‘front matter’ and back cover for similar marketing copy which is designed to enhance and further the purchasing decision process. Where an author client does not feel they have sufficient skill in the marketing content writing side of publication, I provide copywriting services accordingly.

Business Professionals

Business professionals, whether a company owner or senior/marketing executive, will approach me to seek my advice and editorial/copywriting services for their communications and marketing content, advertising copy, website content, brand development, recognition, increased website traffic and engagement, enhanced marketing strategy for increased sales volume, optimized internal and external communications and more.

The challenges that business professionals faced can be multifaceted and not necessarily skills-related. Time restrictions for a company executive may ultimately be the biggest roadblock for them to effectively and efficiently produce the right type of copy presentation that drives business decisions, employee adherence to company models or guidelines, sensitive communications.

A business professional also needs to ensure that whether in-house or outsourced, the company’s marketing and advertising copy is exceptional in its delivery and revenues are enhanced as a result.

As a content/copy editor and writer/copywriter, I employ similar services as described above for author clients but more heavily focused on the textual content or copywriting disciplines to achieve mandated results for business professionals.

In closing, there are parallels to be drawn with my editorial and writing/content development services on behalf of clients. Each in their own way aspires to arrive at a superior product or service level which in turn helps them to achieve their own respective objectives in terms of product development and sales. 

Irrespective of overall project objectives, you will want to deliver the best possible product or services experience to your own clientele or customers. Maintain a clear focus on what the client wants and needs to resolve their problems whether specific to the individual or company you service or more industry centric as a whole. Develop your content, marketing and advertising copy and communications to the highest standard and presented to the client from their own perspective.

Effective Problem Solutions & Customer Trust

Offer highly relatable solutions to the problems specific to each client and you will see positive change in your overall customer experience and revenues. People respond to those product and service providers that they establish trust in and know will have their best interests at heart. Results driven customer services focus wins the day.

Subscribe to the Lasting Impressions Editing Newsletter

© Don MacIver, Lasting Impressions Editing 2017; All Rights Reserved

Social Media Marketing; Audience Reach for Business on Facebook


alheva_facebookHave you captured a presence on Facebook? The giant social media platform has garnered a huge audience reach as the leading social marketing platform on the internet today. Have you seen measurable results from that marketing reach or focused in another direction out of frustration?

Social media marketing efforts in today’s business environment face abundant challenges yet not insurmountable by any means. Social media platforms have undergone remarkable change over the years and will continue to evolve to address changes in the marketplace, search engine algorithms and how internet users ultimately utilize those platforms.

Seeking to establish and develop brand awareness and harness lead capture can indeed be frustrating for many businesses challenged with a juggle between available marketing capital , time and human resources to pursue marketing objectives to best advantage. An effective strategy is essential to your successes and without that strategy effectively implemented your efforts could well produce only marginal results.

Facebook has proven to be a very successful marketing channel and their statistical data bears that out. The mammoth social media platform will continue to play a strong role in the marketing focus of business enterprise as their momentum continues to gain and produce even greater results as anticipated in the foreseeable future.

Facebook Stats to Consider Carefully

  • Nearly 80% of all internet users, globally, use Facebook and fully 68% of those users are adults in the U.S. alone. Facebook user numbers are projected to swell to nearly 170 million in the U.S. by 2018.
  • Facebook continues to be the top social network globally in terms of membership with an 84% share. That’s staggering!
  • Nearly 1.8 billion users each month, globally, actively use the mammoth social platform with close to 1.2 billion people logging on to the site. Consider the potential of capturing the attention and engagement of even a fraction of that enormous audience potential.
  • Statistics reveal user habits which indicate that half of those users aged 18-24 log in to Facebook when they rise each morning. Being aware of such analytics for your targeted market is critically telling in terms of the best time of day to post for optimum targeted user reach.
  • Close to 30% of Facebook users are in the 25-35 age bracket which represents the most common user demographic. This is a prime target audience to reach out to for your expanded reach and potential new lead capture and sales conversion potential.
  • Work toward creating and sharing your quality content to that broad audience in a relatively economical cost range that won’t put a tremendous strain on your marketing budget.
  • Stats reflect an average user presence of 20 minutes or more with many browsing considerably longer means ample opportunity to gain valuable exposure through that audience in terms of website traffic, engagement and conversion activity.
  • Quality videos that provide informational and entertainment value for viewers has become a huge element of user engagement and establishing relationships, both elements crucial in social media platform marketing today. Consider this: daily Facebook user video views now exceeds 8 billion views every day. Including this powerful tool in your social media strategy has the potential to pay off in numerous ways. Be sure to share videos that bear strong relevance to your targeted audience’ interests to ensure their engagement and desired response.
  • Plan for consistent implementation of your social media advertising on Facebook, as with other social media platforms. Maintaining a presence in front of your targeted audience is essential. Facebook’s live video is quickly adding a new dynamic to the social media marketing strategy as well.
  • Persistence is the key. Establish your marketing strategy, stay the course with a balanced plan that works within your business marketing budget allocation and modify audience targeting parameters set in your Facebook ads to ensure optimum engagement and increased traffic and following.
  • Remember that in 2017 and beyond, the focus is transitioning to more and more direct interaction with your targeted audience; that is conversing in a meaningful way with individuals. Develop meaningful relationships through genuine dialogue that is beneficial to both parties. Quality content will continue to be important but increase time devoted to quality, meaningful online conversations with the audience you connect with. Mutual and genuine interests shared is the new focus to be sure to incorporate on a regular basis as a means to build an audience for a better bottom line. Outright selling on every single post on social media platforms is no longer effective. Personal connection is key.

Taking Critical Steps to Solidify Relationships & Marketing Results

  1. Determine clearly in advance who your ideal market is. Then develop post content that will be most appealing to that targeted audience. Monitor closely how your audience is responding; are they engaging through likes, comments and shares? If not, revisit your content strategy and test new content to find out what works well for your own audience.
  2. Plan an organized and scheduled marketing strategy. Increase the value of your blog content by eliminating superfluous fluff and getting right to the valuable core elements that your audience will benefit from. Be aware of upcoming changes that are anticipated with respect to the importance of blogging moving forward. Trends are always in transition mode. Take advantage of social media scheduling platforms like Hootsuite.com for greater efficiencies in your time allocation for the promotion of your brand.
  3. Continue to ensure that you are posting increasingly meaningful, beneficial, quality content with the infusion of value driven textual, video and image content that your audience will become more engaged in. That content must be relevant to their interests.
  4. Be sure to optimize your Facebook business page to ensure high quality content that includes critical keywords that will enhance your page’s visibility on the search engines. Make sure that in doing so sentences read back organically; that is, in a natural sequence of wording and sentence progression as opposed to intermittently inserting those keywords. Also ensure that your business page has an effective description that fully identifies the product or services you are offering.
  5. Incorporate a solid ‘call to action’ on your business page that will prompt followers to respond in a compelling way with the desire to seek further information about what you have to offer. You always want your audience to desire and be able to take the next step…to find out more through URL links to your website.
  6. Hire a social media professional who is fully conversant with the dynamics of effective Facebook advertising setup and strategy, audience targeting, analytics and more. Attempting to implement your Facebook ads on your own may result in frustration when the results may be less than you had anticipated.
  7. Become actively engaged (yourself) on and through your personal and business pages by following, likes, comments, and sharing of other users’ posts and pages and also connecting meaningfully on relevant Facebook groups as they continue to be of increasing importance to your social media marketing strategies.

How to Increase Your Blog Subscribers & Article Sharing


Frustrated that after spending hours of research and fine-tuning your blog articles, you are seeing very little, if any, reader engagement? The follower numbers just aren’t there and yet even as you reread your blog posts repeatedly you still have the impression that your content is exceptional and should be attracting new subscribers?

My focus here today will be on a number of ways you can draw attention to ‘subscribing’ by using specific techniques to keep subscribing fresh in your readers’ minds. The more visible and readily available your subscribe forms are, the greater the frequency that readers should be inclined to subscribe.

You’re certainly not alone with that frustration. Keep in mind that there are countless numbers of content bloggers out there doing the same thing and many of them sharing the same experience of a seemingly static reader response. The competition online today is staggering and we must consistently develop new and unique ways to not only attract new readers to our blog or website but also find effective ways to capture our readers’ attention with every single new post and compel them to ‘opt-in’ by subscribing to receive our new blog posts right to their email inbox!

Content Quality

First and foremost, your blog or article content has to be exceptional, high quality, fresh (current), engaging and sufficiently value-added with information that is easily actionable immediately, not to mention truly beneficial to your readers, to compel them to click that subscribe button and sign up! That does not happen by chance or with mediocre content.

A whole article can be dedicated to the subject of quality content alone. Once we have established that quality content we now need to transition our focus to providing ample opportunity on our website or blog for our visitors to clearly see the path to future engagement of our blogs; through clicking the featured opt-in subscribe button and provide their email address in order to receive all future posts directly to their email inbox.

Opt-in Blog Subscribe Forms

Make sure that you have several locations on your website or blog to strategically position your blog subscribe forms/widgets, plainly visible to your site visitors with adequate reference to remind your readers/visitors to follow your blog by subscribing. In most cases your visitors will have two options for direct transmission of each new blog or article by either an email subscription signup or through your site’s RSS Feed and their preferred reader.

Opt-in Form Locations

a) Home Page Opt-in Form:

Place your opt-in form as conspicuously as possible on your home page. Depending on your site theme allowances for content, if possible situate your subscribe form above the fold line on your home page. In doing so your conversion rates should begin to occur in the order of a 5%-8% increase in subscribers for a given period.

The textual content typically found in opt-in (subscribe) forms is fairly generic in nature and does not lend itself to compelling your visitors to subscribe. Revise the wording of the headline on the opt-in form with a powerful call to action. Use strong, persuasive words that prompt the sign-up and what new subscribers will receive in return i.e. “Sign up for Free Tips…” You could also offer any other value added free gift for subscribing like a free ebook or exclusive tips relevant to the article or blog post.

By offering that killer free gift in exchange for subscribing this approach can convert at a rage of over 30%! Keep in mind that the conversion rates (new opt-in subscribers) is only an approximation and much depends on the value and quality of your blog posts to begin with.

b) Blog Page Opt-in Form:

Again, place your blog opt-in (subscribe) form in a conspicuous location on the blog page, ideally as close to, if not the first level location at the top of the sidebar. Link to your blog page with call to action buttons, prominently visible with solid, bright color contrast, on other pages of your site so that visitors will readily see the link button and be prompted to go to the blog page to read your content and subscribe. This practice is important for page navigation as well.

c) Footer Opt-in Form:

Another effective location to position opt-in (subscribe) form is at the bottom of each website page so that for any visitor who scrolls right to the bottom of the page while reading, they will again see the convenient presence of the opt-in form and they will often feel compelled to enter their email address and click Subscribe right then and there! It’s a great reminder location to secure the new opt-in.

d) About Page Opt-In Form:

The ‘About’ page statistically experiences among the highest levels of on-site viewing as most visitors who decide they have an interest in reviewing more content on the site want to have a sense of trust and comfort level that you have the type and quality of service or product that they want to acquire and that you are, in fact, genuine or real.

As such, you don’t want to omit an opportunity to include an opt-in (subscribe) form on the ‘About’ page of your site. Typically, because blogs are most often continuous scroll, you will not have a page footer to position your opt-in form so in this case place the subscribe form as close to the top of the sidebar as possible so that it has the potential to be seen as soon as possible upon landing on that blog page. Failing to do so will mean considerable lost opportunity to secure new subscribers.

Remember the critical importance of a blog on your website (or blog site) from a marketing perspective. The blog is your most powerful tool on the site from which to foster strong awareness of who you are as a business proprietor and/or product/service provider. The blog is also the perfect place to expand on value added information about what it is you offer that you don’t have room to share on the other site pages. The blog is THE place to showcase, in a clear and concise way, what you have to offer and WHY the visitor should buy from YOU!

Be aware that by having a check box in your opt-in form that states “Subscribe to (blog name)” statistically increases new subscriber frequency substantially. It is a means to compel the visitor to affirm/reaffirm their desire/intention to subscribe and follow your new blog posts to come!

Opt-in Confirmation Page

Typically, most opt-in (subscribe) forms follow with an emailed confirmation page which is sent to the new subscriber’s email address (used for the opt-in) as a means to have the new subscriber confirm that they did in fact just subscribe to the blog. This is a way to ensure subscriber security is assured and that there is no fraudulent activity at play such as automated capture of subscriber information for illegal purposes.

Your subscriber confirmation page should be effectively worded to capture the new subscriber’s attention and prompt them to provide that confirmation that they in fact did opt-in through the double opt-in final step. If they skip over that last step they will not receive future blog posts from your site as intended.

Eye-Catching Opt-In Forms

There are a multiple of opt-in form styles to choose for the blog subscription ranging from a standard fixed-in-place form to an eye-catching popup or slider form and more. Run A/B headline testing to determine what style of form and headlines resonate best with your visiting guests to the blog and following readership as well. It is critical to understand what is working best with your various website or blog site elements. When you observe sluggish response change it up…have fun with it but stay focused on powerful, compelling nudges that prompt your site visitors to action. Get their mojo going with the blog content and zero in on the new opt-in presentation to see what lights their fire!

Website, Blog & Newsletter Marketing

As critical as each of these elements are in their own right individually and collectively, make sure that you are shouting to the rooftops to pitch/promote them on your social media, advertising spots, professional group forums; essentially anywhere that you can expand your exposure. Turn your website or blog site into the ‘hub’ location for marketing your online presence by channeling your targeted audience’ focus through the marketing funnel back to the hub location to engage, interact, share and ultimately convert to purchasing customers. That focused effort WILL pay off. THAT is the essence of blogging!

To explore and discover more content marketing essentials refer to Backlinko for much more on this and similar topics where their focus is not only on web traffic tips but critical information regarding the ever-changing dynamics of search engine optimization.

~

Did you find this article informative and value added? If so please SHARE this post through the share buttons provided. Thank you for your continued presence here and the opportunity for me to inform and inspire!

© Don MacIver, Editor 2016; All Rights Reserved