Aug 01 2016

How to Create an Effective Online Marketing Funnel

Category: businessTom Shivers

online marketing funnelPour traffic in the top of the marketing funnel and out the other end come qualified prospects and product sales. Sounds simple enough, right? Let’s break it down a bit.

The marketing funnel that I explain here works well for: Continue reading “How to Create an Effective Online Marketing Funnel”

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Apr 25 2016

How To Build Up An Audience of Prospects For Your Offer

Category: businessTom Shivers

Although similar because one tends to precede the other, audience building and viral marketing are sometimes confused these days. Most people think “viral marketing” is when you post a video on YouTube and get 100,000 views. Nope, viral marketing does this:

  • Free word of mouth marketing
  • Exponential growth
  • ISYOT Effect (“I’ve seen you out there”)
  • Quickly Become #1

Continue reading “How To Build Up An Audience of Prospects For Your Offer”

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Sep 14 2015

How To Get More Google Love With Searcher Intent

Category: organic seoTom Shivers

Targeting the right search terms can take your business to the next level, but how can you be certain that the keywords you are going for (either paid search or SEO) get more results?

In this post I’m going to walk you through a high-level way to evaluate the intent of a searcher so you can create content that satisfies that person and delivers business results. My goal is to help you:

  • Sell products (ecommerce stores)
  • Generate quality leads
  • Grow email lists
  • Build brand name awareness

Continue reading “How To Get More Google Love With Searcher Intent”

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Jun 16 2014

4 Flaws Of Business People Who Hate Marketing

Category: contentTom Shivers

In the vein of Jeff Foxworthy’s “You might be a redneck,” – you might be a Business owner who hates marketing (Bowhm). Ok, maybe I’m being a bit extreme and you’re really a business leader who is uncomfortable with marketing (bowiuwm), but that acronym doesn’t roll off the tongue like Bowhm does (pronounced boyeem).

If you are cold, calculated and don’t have an empathetic bone in your body, you might be a Bowhm…

Continue reading “4 Flaws Of Business People Who Hate Marketing”

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Mar 03 2014

Lead Generation Catalyst: Access To The Expert

Category: contentTom Shivers

kitty-on-huntTransformation can come to a business when their content goes up a level. This is especially true for businesses who must be viewed as authoritative by their prospects or possess expertise during the sales cycle.

You know what happens when a prospect starts asking good questions; it’s like the hunt to get all the details before putting any money down. Here are some ways to evoke the hunt in your prospects.

Continue reading “Lead Generation Catalyst: Access To The Expert”

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Jan 21 2014

4 Categories Of Content That Brings In The Biz

Category: contentTom Shivers

Use this content marketing guide to visualize how your ideal prospect wants to engage with your business through content that naturally leads her to take action.

There are a number of ways to conceptualize how content marketing captures the attention of your ideal prospect, builds interest in your business and converts them into a customer: AIDA (attention, interest, desire, action), New Marketing Funnel (awareness, consideration, conversion, loyalty, advocacy). Chose a marketing funnel concept that works for you.

1. Top of the funnel content

Continue reading “4 Categories Of Content That Brings In The Biz”

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Nov 18 2013

Quality Content Part 2: How To Measure Content Engagement

Category: contentTom Shivers

speedmeasureFor most businesses there are two types of content to focus on: content that gets a decision (service and product pages) and content that gets shared (blog posts, white papers, etc.) It’s the latter type that I’ll be focusing on in this post.

This type of content is designed to intrigue your target audience (prospects) so that they want to share it with their friends and followers.

Continue reading “Quality Content Part 2: How To Measure Content Engagement”

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Nov 06 2013

Quality Content: The Mark Of Influence

Category: contentTom Shivers

Get-what-you-pay-forQuality content is an ambiguous term because it conjures up different meanings depending on who, what and why. For example, car enthusiasts are drawn to Car & Driver Magazine for its unabashed discontent for under performing cars while car shoppers are drawn to AutoTrader for its reviews, advice and comparison tools.

Quality means different things depending on who, what and why. And by the way, Google is not really evaluating content quality since Google is not a leader but a follower. G sniffs around the web for signals that tell whether an author, brand, company or entity has a following, has influence, and/or is a leader.

Continue reading “Quality Content: The Mark Of Influence”

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Oct 07 2013

The New SEO Part 3 – Replacement For Fired Link Building Strategies

Category: link buildingTom Shivers

At the beginning of this blog series I mentioned that most businesses have a strategy or are diligently working on one to reduce their dependence on Google, both from pay-per-click and organic search traffic.

Continue reading “The New SEO Part 3 – Replacement For Fired Link Building Strategies”

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Sep 03 2013

Entertainment Marketing: Is It Right For Your Business?

Category: contentTom Shivers

An interview with Bill Van Eron of Headwaters Marketingthe-show

Does entertainment and marketing overlap to you?

Continue reading “Entertainment Marketing: Is It Right For Your Business?”

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Aug 12 2013

Content Marketing: Take Advantage of the Impending Event

Category: contentTom Shivers

An impending event is any future occurring event that two pumpkin-buyerparties can agree will take place. For example, a moving date, our home sold and we now have 30 days to pack up and move so the new owner can move in.

Knowledge of an event like this can make a sales person’s job much easier since decisions must be made by the impending event.

Continue reading “Content Marketing: Take Advantage of the Impending Event”

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Jul 29 2013

Entertainment Marketing: 17 Ways to Engage Your Prospect On A Budget

Category: contentTom Shivers

Most content I see these days is designed to be useful to targeted prospects. And that makes me wonder, have you tried entertaining content?

Why so serious? Chill and give your people something to enjoy.

“But Tom, we don’t want people laughing when considering our brand.”

I promise you, they won’t be laughing when it’s time to make a decision about your offer, but they might forget about you… unless you give them something that sticks in their memory, makes your brand lovable and Fun!

Continue reading “Entertainment Marketing: 17 Ways to Engage Your Prospect On A Budget”

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Jun 24 2013

Is Author Rank Upon Us?

Category: social mediaTom Shivers

According to a poll I conducted, one of the top questionssocial-voting-influencer people have for Matt Cutts right now is this: “Is Google putting more trust in content based on Google Authorship?”

I submitted the question, along with others, to Matt for a video response at Google Moderator, but I doubt he will answer this one until a later time when Google sees success in Author Rank, or perhaps he won’t answer it at all for other reasons.

Continue reading “Is Author Rank Upon Us?”

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Mar 26 2013

How To Become A Good Writer In Your Business Niche

Category: bloggingGuest Author

While creating a blog is a great way to gain exposurebusiness-writers for your business, it can be a daunting task, especially if you do not view yourself as a strong writer. Even if you do not think you have what it takes to successfully write about topics related to your business niche, this should not deter you from starting your own blog. The benefits associated with creating your own business blog are too great for you to pass up simply because you do not think you are a good writer. Using the tips contained in this article will help get you started on the right path to becoming a successful writer in your business niche.

Write About What You Know

Continue reading “How To Become A Good Writer In Your Business Niche”

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Oct 01 2012

5 Mistakes of Bad Promotional Infographics

Category: contentGuest Author

What was once a brilliant communication tool has now been fed to the digital marketing rubes, who lack the creativity to even choose a relevant topic for their infographic, let alone arrange the data they have into a compelling design. A lot of bad promotional infographics seem to make the same mistakes, but they all stem from the fact that a lot of marketers aren’t willing to put in the time or the effort required to generate good content that people actually want to click on and share.

If I sound a little harsh on the “creators” of these bad infographics, it’s only because it irks me when uncreative, lazy people try to capitalize on the success of insightful people who are willing to do the hard work necessary to create something great. You can avoid falling into the former category by not making the following mistakes. Continue reading “5 Mistakes of Bad Promotional Infographics”

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Sep 10 2012

SEO Checklist – Tom Shivers Interview

Category: organic seoTom Shivers

Jeff Beale interviewed Tom Shivers recently and had a lively discussion about SEO…

What are the common SEO mistakes you see?

Continue reading “SEO Checklist – Tom Shivers Interview”

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Sep 03 2012

Engagement From Scratch: Danny Iny Interview

Category: businessTom Shivers

An interview with Danny Iny, author of Engagement From Scratch. Get the podcast below.

Danny, If you had to start over and build an engaged audience from scratch, how would you do it? Continue reading “Engagement From Scratch: Danny Iny Interview”

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Aug 13 2012

Link Building: Traditional Is Dead and What Works Today

Category: link buildingTom Shivers

An interview with Nate Dame of SEOperks

Link building continues to be scuplted by Google’s algo changes. Some people think Google is trying to make it harder and harder for SEO to work, how do you see it?

Yep! Google is trying to make some SEO “harder.” Black hat and grey hat SEO’s should have a very difficult time staying in business right now, and it will only get more challenging.

Continue reading “Link Building: Traditional Is Dead and What Works Today”

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May 29 2012

Secrets to More Relevant Content Marketing

Category: contentTom Shivers

An interview with J Rich Wilson of Innovar Collective

In your whitepaper: Secrets to Creating Content for Buyer Personas, what do you mean by granular segmentation of content?

Continue reading “Secrets to More Relevant Content Marketing”

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Apr 16 2012

Google+ vs. Pinterest: Which One Is Worth Your Time?

Category: social mediaTom Shivers

The folks over at HubSpot have provided another dandy whitepaper on a topic near and dear to marketers involved in social media. I’m going to break down the high points for you in this post so you can get on with it… your social media marketing strategy.

Advantages of Google+ Continue reading “Google+ vs. Pinterest: Which One Is Worth Your Time?”

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