Author: Joseph Schaefer, PhD

Social Media Vs SEO: Which Is the Best Way to Bring Traffic?. A few years ago  there was quite a divide between the approaches of SEO and Social Media. However, they are very much inter-connected. The Google updates of the past year has helped fuse them into a single strategy. Now the social signals from that realm are required to lay the groundwork for any "future proof" SEO campaign. This is particularly true for highly competitive landscapes.  ...

Read More

Should you use web video in your site? This is like asking whether you should use framed artwork in your brick and mortar lobby. You probably should have some artwork, but what you hang on the wall is important. Just any old artwork is not guaranteed to raise your clout. After creating almost 5 thousand client videos, here is a summary of videos that get the most results and the ones that get removed from the website a few months later. 3 Good Uses For Web Video BEST USE #1   Shake Hands and Introduce Yourself The video should confirm that the content of the website matches the search terms that brought the person there in the first place. This short elevator speech should leave the visitor “hungry” for more information. BEST USE #2  Simplify Navigation Your web videos should always contain instructions for “next step” type...

Read More

Want to Get Noticed? Grab People’s Attention and Don’t Let Go!. Most of us have seen the GlenGary Glen Ross scene with Alec Baldwin.  He outlines the sales process and it made for great drama, but was also a real principle in that world (AIDA) Attention Interest Decision Action Notice that number one is ATTENTION. Basically without their attention the entire process is doomed. If they don''t OPEN the email, how can they read your message. if they don't click the organic listing in Google, how will they visit yoursite. If they don't stay in your website for longer than 5 seconds, how will they become your client. Interest is the  most important step because it is the first step.    ...

Read More

Social Media: Are You A Sinner or Saint? The use of Social Media for businesses covers a range from truly "Best Practices' to outright "Abuse". While a business shouldn't stick to the most pristine strategy out of fear of a faux paux, they should also act with some vision of the repercussions of their actions in the social universe. Social Media Angel The social media good guys deliver the absolute highest quality content, with over-the-top value for their followers. These social media saints never sell in that channel, and they always interact on an individual level with their followers. In other words, no sales messages ever, replies and thanks you's and real time spent finding content gems to share. Social Media Purgatory (Limbo) This is the vast middle ground of Social Media for business uses. There might be some automation in this strategy, but a Human is still involved in the...

Read More

Video Ups Conversion Rate By 543% [Case Study] Is This Even Possible? We are all looking for ways to increase our conversion rates immediately. Rather than constantly increasing our budget to bring more traffic, it is wise to spend money to increase the conversion rate and therefore, the effective use of that traffic. Video is not always the answer to a conversion rate problem, but in some industries and lead generation processes, video can cause MIRACULOUS increases in conversion rates.  The following [case study] details one such use of video in a lead capture website. Website and Video Background We studied a lead capture website used for gathering leads from traffic seeking information and possible legal assistance. They complete a form to get a white paper instantly through an autoresponder. The home page has a prominent opt-in form with a clear call to action, description of...

Read More

The Anatomy of Content Marketing [Infographic] Content marketing impacts SEO and website traffic in multiple ways. For any website to be competitive in search engine ranking is MUST have a significant number of pages. These pages need to contain actual unique content with keywords and mentions of (a normal amount) topics surrounding the topics you want to be ranked for. The other reasons for content marketing are of course to bring information starved visitors to your site. As a curator and creator of valuable content, you are elevated in the visitor's eyes to an authority and thought leader....

Read More

10 Dangerous Threats to Your Landing Page Conversion Rate Optimizing a landing page is a good exercise for optimizing any web page since in many ways, all pages are landing pages. Components like "calls to action" graphics and design are critical to a powerful website. When a visitor goes to a particular page, that choice tells you something about them and a next logical step should be planned to maximize their experience and your conversion rates.    ...

Read More

A Crash Course in Conversion | Unbounce. A company can keep throwing an increasing budget at adwords to bring more traffic, but the conversion will ultimately control their cost per lead, or cost per customer. It is wise to take a part of the money spent on traffic and apply it to increasing conversion rates on your home page or landing pages. This will make permanent changes in your cost per acquisition. This hs the power to truly change your model by requiring less money to aquire more clients.  ...

Read More

The Age of Social Video: A Deep Overview of Social Video Strategies. We are all familiar with the term viral as it applies to videos on the internet. The myth around viral videos is such that we believe that because a friend sent us the link, that the video made it to the big times in the level playing field of Youtube and other video repositories, entirely on the merits of it's universal appeal. It is a little know secret, but many, if not most commercial videos that go viral, do so with the help of Social Media advertising buys. The social media buy starts the process and gets the video trending, but the companies involved want the consumers to believe the illusion that the video was entirely viral. A good example of this is the "Old Spice Man Videos" . This started as a...

Read More

When Bad Online Reviews Cost Business | Entrepreneur.com. In recent times, negative reviews online can have huge impacts on business. A single customer complaint in Yelp or another similar online forum can dominate ranking on page one for searches related to the business name and greatly affect a shoppers decision. It';s important to address these reviews quickly and diplomatically. Taking no action at all is no longer an action. When Bad Online Reviews Cost Business | Entrepreneur.com....

Read More