Working in today’s niche markets, we all want to know if there’s a magic bullet. Is there a way to influence your buyers, clients, fans and/or Twitter followers to do what you want them to do? With so many tools to use, decisions have to be made about which shortcuts to take. However, several studies resulted in somewhat unusual findings on what persuades people to act.
The Art of Online Persuasion in 5 Easy Steps
1. Give, give, then give some more.
It should be no surprise that people are more likely to do something for you if you’ve done something for them first. Think about this in your everyday life. Aren’t you more willing to help your neighbor with moving some shrubs if they helped you with your yard work previously? How about when someone asks you to RT or Like something on your Twitter feed or Facebook? It’s human nature.
We all want to be liked and will do nice things to help our fellow man, but we all want our fellow man to do something nice for us, too. Give a lot, and get at least a little back. When you make a request, however, personalize it. Personalized requests are the most persuasive and bring the best response.
2. Offer fewer options.
Too many choices scare people; not everyone is a cut-and-dry decision maker. I’m guilty of giving too many choices, but have learned to curb my offers. The truth of the matter is if you give too many choices people get confused, frustrated and eventually give up; they can’t make up their minds. Offering fewer choices lessens the frustration of trying to figure out which option is best. Studies show that companies offering fewer choices have better conversion rates that those with a large number of options.
3. Build social proof.
Although we say, “don’t talk about yourself”, social proof is not the same. Social proof is a conglomerate of information. For instance, consider your reaction when you see someone with 10,000 Twitter follower, 1500 blog subscribers, 100,000 YouTube views, etc. Our initial response to these numbers is “Wow! They’re hot stuff!” We go look – because we want to know what it is about these people that makes them “hot stuff”.
So, build social proof. Create value for others; write guest posts, share information, interview industry authors, etc. Concentrate on the social media users running in your own arena; these individuals will help you build the most social proof.
4. Build trust.
Social networking – it’s about the people you’re networking with, not you. People need to trust that you aren’t looking for self-promotion. A compliment is always better – and more believable – coming from clients and friends rather than yourself. Otherwise, it just sounds like bragging. Trust is critical to persuading people to act.
How do you build trust? First and foremost, be honest. Now, this doesn’t mean you spill the whole history of your product or service from back in the day. What it does mean, however, is that you share a small flaw in yourself, your product or business. Immediately after, follow with your best strengths.
5. Share the benefits – sort of.
Rather than tell them what they’ll get if they buy your product or service, talk to your audience about what they may lose. Studies have shown that one of the best ways of persuading people to act is by causing them to miss the product/service before they even pay for it.
6. Give them a goal to reach.
Turn your offer into an attainable goal, and then help them on the way to attaining it. For instance, “Introduce 10 friends to our online magazine and get a free subscription – we’ll start you off with two credits, so you only have 8 to go!”
The art of persuasion is a science, capable of being studied, quantified and qualified. This means that pretty much anyone can be persuasive if they study the formula and rules. Learning the formula and following the rules can help you become more persuasive and influential.
--------------------------------------
The Top 11 SEO Mistakes (And How To Avoid Them) …AKA STOP THE MADNESS!
I know, I know, it’s all been said and done, but I went the extra mile and am giving you not just 10 mistakes but 11 mistakes! Mistakes that people are making every single day, over and over again. It’s worth repeating until we stop the madness.
Here we go…
Mistake Number One: Not optimizing your site
Solution: Optimize your site! J I know it’s pretty basic but it’s amazing how many people say “Why am I not ranked on top of the engines” and when you start asking questions you find out they never optimized their site or worked on link building. People seem to resent having to pay for SEO (don’t get me wrong, if you have skills and time you can most definitely do it yourself – but you can’t fool yourself – you have to really have the knowledge and skills and make the time). But you have to remember, building a site and not promoting it (through SEO, social media, PPC and all the various methods out there) is the same as opening a store on a street no one ever walks or drives down and then keeping the lights off, not having a sign and putting paper over the windows. No one knows it’s there.
Mistake Number Two: Not doing proper keyword research and ignoring longtail opportunities.
Solution: Be thorough in your research, don’t just do it once and forget it. Use as many tools as you can get your hands on – look at web stats and look at the logs for the search feature on your site – get a feel for what people are looking for. The keywords you choose are the foundation of your campaign and will determine your success. If your phrases are all way too competitive, it’ll take too long to get results and you’ll struggle in the interim. If your phrases are all too generic, you aren’t going to have good conversions. You want a balance of phrases that cover totally targeted to a little broader (check out my article on SearchEngineJournal for more details on keyword research: http://www.searchenginejournal.com/the-foundation-of-a-success-seo-campaign-keyword-research/22770/ )
Mistake Number Three: Ignoring local. You’re loco if you don’t do local!
Solution: Make sure your site is listed in the relevant local engines/directories. Make sure your site is optimized for mobile!
In April, comScore reported that mobile searches had skyrocketed by 90%.
Compete’s first-quarter 2010 study finds that consumers rely more and more on their smartphone devices (iPhone, Droid, Blackberry etc) to search for retailers and other local businesses.
According to Compete, 1 out of 3 smartphone users have been led to a local business after finding in through local mobile search. Danielle Nohe, director, technology and entertainment for Compete, is calling on local businesses to optimize their sites for mobile/smartphone users.
Mistake Number Four: Spamming, keyword stuffing, setting up link farms and all other forms of nefarious Blackhat deeds.
Solution: While adding a bunch of keywords to a page may have gotten rankings way back in the day, that is no longer the case. The engines don’t like blatant keywords stuffing; site visitors don’t like blatant keyword stuffing in articles or site pages. I don’t like blatant keyword stuffing in articles or site content. Blatant keyword stuffing is not something you should do, because blatant keyword stuffing is bad. You may notice when you write pages that have blatant keyword stuffing, your pages don’t read well. So notice to all the blatant keyword stuffers – blatant keyword stuffing doesn’t work so please stop all blatant keyword stuffing immediately! J (If that didn’t disturb you to read, your Black hat is probably on a little too tight – try removing it and reading again, you’ll notice it was horrendous) There are various other forms of evil Black Hattery other than just blatant keyword stuffing – my best advice to you is avoid it all. Focus on adding good content that naturally uses your keywords, focus on adding new content and attracting links to that content and also focus on social media to spread content and drive traffic and links – do all that and you’ll be just fine.
Mistake Number Five: Template websites, Site Builders, Freebie websites that are already
Solution: While I certainly understand that not everyone is a web designer and not everyone has the budget to hire a jazzy web designer, getting a site that is a template and inherently not friendly to the search engines isn’t saving you anything. You may have paid very little to get it, but you aren’t going to be able to drive traffic to it. (Of course I am assuming that aforementioned traffic is the goal of the site. If you want a site you are manually driving traffic to via other ads and marketing campaigns, and not one that you need optimized so you can tap into all the “street” traffic out there then a template site would be fine). If you need a low cost solution, search for templates that are SEO friendly, or better yet, just go with a WordPress Blog – once you get it installed you can work with adding content and images and won’t need a web designer.
Mistake Number Six: Not adding unique content
Solution: If you want to create a site that is rich in content and a popular resource amongst internet surfers, then adding quality, unique content is a must. Sure, the search engines like it too. It shows them your site is worthy of being ranked because it’s actively growing with information related to the theme of your site. Please note I said a couple important words: quality and unique. Don’t get me wrong, reposting other people’s content (with the appropriate link and credit to them) is a great way to share information with your site visitors and I’m all for it. But if your site is nothing but aggregated content from other sources, you won’t do as well. If you do post other people’s content, start or end it with your take on the info. Offer some insight and opinion and feedback. It makes it much more interesting for the site visitors and it creates a reason for them to come back to your site – they should be waiting with baited breath to see what you are going to say next.
Mistake Number Seven: Going cheap!
Solution: “You get what you pay for” is a phrase that has lasted the ages for a reason. It’s true! So often I see people falling for cheaper SEO services or even worse: mass submissions to hundreds of sites and they are so happy because they are paying so little. But in most cases, that small monthly fee adds up over time and you really aren’t getting any results from it, so you may as well burn that money. Spending wisely and price shopping is never bad but going cheap rarely pays off. My suggestion: be frugal but wise.
Mistake Number Eight: Using mass submission software.
Solution: I alluded to this in number seven but it’s worth repeating. Mass submission to hundreds or thousands of engines will NOT get your site on top. ‘Nuff said.
Mistake Number Nine: Ignoring social media/networking (Twitter, Facebook, YouTube, Blog etc)
Solution: SEO and social media are interconnected in a way that many people don’t want to admit or acknowledge. Social media is not just a passing trend that is a distraction from “real work” – social media does impact SEO and it can increase exposure and traffic for your site. You don’t have to like it, but you do have to do it (if you care about keeping your site on the forefront). If it’s overwhelming, start with getting a killer Facebook Fan Page up and work on building fans, and then introduce Twitter and then move on to YouTube. It’s OK to do it in stages, just make sure you are working towards social media mastery.
Mistake Number Ten: Not staying current on changes in the industry.
Solution: Search engines and social media sites make changes often. Staying current is important for many reasons: you want to be sure your site is cutting edge and taking advantage of all strategies and techniques that are proven to work, you also want to make sure you aren’t wasting your time on old school stuff that doesn’t work. SearchEngineJournal is a great place to stay current and hear all the latest and greatest!
Mistake Number Eleven: Jumping on the bandwagon of every single trend that crops up.
SEO is really pretty basic and simple – stick to the evergreen and you are good to go.
Solution: I know, I know, first I said stay current, new strategies are good and then I said don’t jump on every new trends that pops up. So lemme clarify….staying current and hearing about the trends is important but using your intelligence and common sense to determine which of the new strategies are worth trying is vitally important. Always question the reason behind a new strategy. If it seems based in trickery and not something that will likely last, you probably want to avoid it.
There are actually so many more mistakes but I’m going to see what you guys have to say for now and I’ll be back with more soon! Be sure to share your questions and comments and add the mistakes you see people making. Together we can stop the madness!
-----------------------------------------
What to Look For in a Link Builder
What kinds of people make the best link builders? Well, that’s as hard to define as what kinds of people make the best leaders or parents or circus clowns. Because really, that answer is going to depend entirely on who you talk to and what kind of link building you want done.
I’m sure there are people who prefer semi-lobotomized drones that can cut and paste, and don’t ask questions. But I respectfully disagree with that philosophy. I believe the great link builders are motivated by the thrill of the hunt and the rush of the score. They find honest satisfaction in getting quality links for a site, knowing that the work they have done will make a difference. Everything else is just dangling carrots.
The idea for this post was actually inspired from a comment on last month’s column asking what I recommend looking for in link builders. Trying to answer the question in one paragraph was tough, so I decided to give it an entire article.
SEO Vs Marketer
I am certainly not the first to delve into this topic. A long time ago I read a post from Rae Hoffman, and in it she says “I don’t hire link developers… I hire Marketing Specialists in the rough.” I love that. If you are looking to hire link builders this is must-read. Even more recently, here on SEJ Ben McKay gives “Homage to the business of link building” asking the only question older than the chicken or the egg quandary: are link builders SEOs? For me, I think the answer is somewhere in the middle.
Link building is part of a bigger SEO machine and also part of a marketing campaign. That sort of departmental ambiguity makes it hard for people to determine exactly where to place their link builders. The problem is if you think only about links from a technical perspective, you are really missing the point. Links are votes; you want to be voted prom queen because people like you, not because you stuffed the ballot box. Of course if you completely neglect the technical aspects of link building you can miss opportunities to leverage your links into something really powerful. I often find that my favorite link builders are those that manage to find a balance of both.
SEO + Marketer = :)
That’s why I think the most important thing to look for in a link builder is someone who understands the big picture. I know that’s kind of vague. But the best link builders truly “get” how links fit into helping a website on all levels. In a heart beat, they can distinguish a great link from a mediocre link. They ignore the easy ones that will only serve to pollute a link profile. They know how to turn a no into a yes, how far to go and when to cut their losses. Link builders of this breed have an understanding of why links are or aren’t given. It’s that insight that drives them to just “know” what fits where and how to appeal to people. Your link builder should find perpetual inspiration in their cyber-travels. If you have a link builder who seems to be constantly saying the words “I have an idea” unless the next words have something to do with training goats to drive go-carts, then you’ve probably got a keeper.
Here is a short list of some of the other skills I find make for particularly strong link builders:
Creativity – People who are creative see unique angles, and possibilities. A link builder who can innovate on the spot is a real asset.
Resourcefulness – It’s nice to have little link building MacGyver’s running around. They’re the guys who can make links out of two nail files and a pair of salad tongs. It’s always beneficial to have someone on staff that is bounding over obstacles and creating windows when the doors are bolted.
Keyword/computer skills – This is just straight up logistics. People that can type fast, know their keyboard short-cuts and can maneuver around the screen at a rapid pace are generally strong contenders for any computer based jobs. Link building is no different. It also helps if someone can scan a web page quickly, whether it’s written content or search results. Oh and smart searching skills are pretty handy too.
Personality – Do you really MEAN that winky face or is it just perfunctory? Sometimes it shows. To me, this is another major area that separates the best from the bots. Ingratiating yourself to someone over the web is a challenge. People with bigger than life personalities can’t help but have that spill over into everything they do, including talking to people about links.
Communication Skills – Speaking of talking to people about links, communication skills are among the most important talents a link builder can have. If someone can write well and speak articulately, you have a winner. Sometimes sheer quality of writing can make the difference between no links and all the links you’ll ever need.
An instinct for reading people – Link building is the sort of a job where the ability to “read” people, even through a computer screen, is a highly valuable skill. A link builder who “just knows” how to approach someone, what to pitch them and how to develop the relationship, is pretty much priceless.
There are a ton of other qualities that can be valuable, like patience, adaptability and a thick skin. But what is the ultimate link building skill?
Leadership. – Imagine having someone who has all of the skills above AND the ability to train and bring out the best in others. Give them a cookie. Give them a raise. Give them a summer house in Cabo, but whatever you do, don’t let them go.
Finding the best link builders really does come down to the results you want and the kinds of people you value. Personally, I like thinkers, because it’s the thinkers that are changing the world and revolutionizing the industry every day. Someone who is smart and really “gets” both the SEO and the marketing sides of link building is truly unstoppable.
source from:searchenginejournal.com
No comments:
Post a Comment