SEO: 3 Steps to Sales from SEO

by Jackie Kiadii

There's more to success with search engine optimization than getting on the first page of Google or Bing. If you want your search engine optimization efforts to lead to more sales, make sure you follow these three steps.

Step 1- High Ranking Position

Positioning is what most people think about when they hear the work "SEO." It is, simply put, where your website shows up in search engine results. Most companies are happy with a placement on page one - I strive to have my clients show up in multiple places on the first page.

When it comes to positioning, there is something else to consider. You must make sure that you are positioned for the right keyword phrases. Unless 1,000 people a month are searching for your name, ranking #1 for your name, while good, will not maximize your sales. In order for your high ranking to lead to more sales, you must be ranked for the keywords your best prospects are likely to use when they search for your services.

Step 2 - Click-Through

So there you are, with your site on page 1 of all of the major search engines. Like 10 wallflowers waiting for someone to ask for a dance, the 10 sites on page 1 are waiting for the prospect to select one to click.

If a prospect does not click through to your site, there won't be a sale. So, the second step in garnering sales from search engine optimization involves making what prospects see in their search results so compelling, they cannot help but click through to visit your site.

Step 3 - Conversion

Once your prospect lands on your web site, what would you like for them to do? Are you going to go for a home run by getting them to immediately sign up for your service?

While going for this conversion goal might be the shortest route to a sale, you run the risk of turning away 99% of your traffic (longer term prospects). Would you rather offer them something of value in exchange for their contact information and permission to continue to market to them? This may be the savvier route.

As anyone who has studied marketing knows, it takes, on average, 7 touches to convert an interested prospect to a sale. While someone who visits your website for the first time may not be ready to buy immediately, they may be in the market a few months from now. In the meantime, they may be able to refer you business. To maximize your conversion rate, have a conversion goal and lead your prospects towards that goal.

For additional information

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About the author:

Since 2001, Jackie Kiadii has shown business owners how they can attract more traffic to their websites, and use that traffic to generate more sales. Her company offers 1-on-1 SEO training, group SEO bootcamps, as well as SEO services.

Event Promotion Mistakes - Top 5 Ways to Sabotage your Event Promotion Efforts

Event Promotion Mistake #1 - Not using the right keywords.

A critical component of any online marketing is keyword research. The purpose of keyword research is to find the keywords people who are interested in your event are likely to type in major search engines (Google, Bing, etc.). Once you've identified 2-3 keyword phrases, make sure to use those keywords in the title, as well as the description of your event.

Event Promotion Mistake #2 - Not Having a Web Page for your Event.

The biggest mistake I see people making is promoting their events by attaching pdfs or jpgs to their email messages. There are at least 3 problems with this approach.

1. In the majority of cases, these files are quite large and clog up their recipients email boxes.
2. Many corporations block email attachments unless they come from a trusted source, so your event announcement may not get through.
3. If the only notice of your event is an email attachment, you are crippling your efforts to promote the event via social media.

Fortunately, with services such as eventbrite.com, you can quickly create a web page for your event.

Event Promotion Mistake #3 - Starting Too Late.

In general, you want to begin your event promotion 6-8 weeks in advance. The higher the cost of the event, the earlier you should start.

Event Promotion Mistake #4 - Posting your Event Once.

If you think you can list the event once and never mention it again, you are wrong. Marketing research shows that it takes over 7 reminders to get people who are interested in your product or service to buy. Therefore, you must post your event multiple times, on multiple sites. My database of places to promote events, for example, has over 30 websites.

Event Promotion Mistake #5 - Not Leveraging Social Media

Social media presents a huge opportunity to get the word out about your event. Simply posting it to Twitter or Facebook once, however, is not where near enough. Can you think of at least 6 reasons people should attend your event? Create 6 short benefit statements and post them on Twitter, Facebook, etc. periodically to reach the largest audience possible.

Maximize your Event Registration

The next time you have an event to promote, maximize your chances of getting people to your event by avoiding these mistakes. I have used the steps outlined in this article to help clients attract 75-90% of the attendees at their events. If you need help promoting your event, ask us about our online event promotion services.

Access 2007/ 2010 Forms Tip - Creating Default Text Boxes, etc.

Access 2007/2010 Tip

Changing the formatting of text boxes and other controls on a form can be a time-consuming process. There is a way, however, to set up a default control so that any controls you enter on a form will have consistent formatting. This can be a huge timesaver.

Setting Default Controls.

To set default controls (text boxes, combo boxes, etc.)

• Create a New Form.
  
  
• Draw the control (text box, combo box, etc.) on the form.
  
  
• With the control selected, open the properties group (ALT ENTER) to make changes to the items. You can change the font, font color, background color, borders, and many other options.
  
  
• Once you've changed the properties, click the Design tab, expand the Controls group and click Set Control Defaults. (Make sure you have the control selected).
  
  
• The defaults you've set up only apply to the existing form.

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1 Key Technical Skill for Building Relationships Through Twitter

In a previous blog post, I wrote about tweets that build your business. In this one, I would like to share 1 key technical skill for building relationships through twitter.

The skill is:

The ability to segment your twitter stream.

What does this mean? Twitter moves fast, and the more people you follow, the faster it moves. That amount of information can be overwhelming. In order to deepen your relationships on twitter, you have to be able to segment the people you follow, and/or those that follow you.

Here are 3 ideas for segmenting your twitter stream:

• Mentions.
  
  It is absolutely essential that you have a way to quickly see who mentions you on twitter, so that you can respond. Not acknowledging when someone retweets your tweet or mentions you on twitter is the equivalent of turning your back on someone who is speaking to you (and I know you do not want to do that!). I have my hootsuite application set up so that as soon as I login, the first thing I see are any mentions of twitter ids (mine or my clients').
  
  
  

• Prospects.
  
  Using hootsuite or any other social media management app, you can enter keyword searches for people who might be in the market for your services. "Cluttered office," for example, might be a keyword search to use if you are a productivity expert. Set up the search for everyone on twitter, not just your followers. Once you've set up such a search, all of the people tweeting the term will show up in one column. You can then build relationships with these people by answering their questions on twitter, or connecting off-line.
  
  
  

• Interactions.
  
  To strengthen your social media connections, consider setting up a separate segment of people you've interacted with in one way or another.
  
  This segment could include:
  • Your LinkedIn connections.
  • People you've had conversations with on twitter.
  • Your clients.
  • Your friends.

Like you, I do not have a lot of time to spend on social media, so when I check twitter through my hootsuite app, I check this column to keep up with the people I know.

How to create a stream in Hootsuite.

Creating a stream in Hootsuite is very simple.

• Click the Add Stream button.
  
  
  
• A box pops up allowing you to set up a particular stream, by mentions, keyword searches, lists, etc.
  
  
• Make your choices.
  
  
• Click Create Stream to save your stream.
  
  

Do you have any other ideas for segmenting twitter? Feel free to comment below.

6 Types of Business Building Tweets

by Jackie C. Kiadii, MCP

One of the phrases I hear often in my social media classes is "I just don't get twitter." People are not only perplexed about how they can use twitter to generate business, they just don't know what to "talk" about. So, here are 6 quick ideas for tweets (twitter posts) to help build your business. I encourage you to think of specific ways you can apply these tips in your business.

1. Quotations.
   Quotes are very popular on twitter, and out of all the types of content, quotes are most likely to be re-tweeted.
   
   What kinds of quotes should you tweet?
   
   Anything that resonates with you.
   "I prayed for twenty years but received no answer until I prayed with my legs." -Frederick Douglass.
   
   You can also tweet any quotes by someone else that underscores the value of your services.
   Anyone one who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young. Henry Ford
   
   What is a retweet? A retweet is when someone shares your tweet with their audience. It is preceded by RT. In the example shown below, I am retweeting a quote posted by Monique Neeley.
   
   
   
   
   
2. Your milestones and kudos.
   Yes, don't be afraid to toot your own horn - you've earned it! If a customer provides a glowing review, tweet it!
   
   
   
3. Tips in your area of expertise
   
   Everyone I have shared this tip with has been able to put it into action. What is your area of expertise? Think of specific tips you share with your customers to help solve their problem. Write them down. I am willing to bet you can come up with 52 tips off the top of your head.
   
   
   
   
   
4. Blog posts / articles
   
   Use one of the many automated services to feed your new blog posts to your twitter accounts.
   
   
   
5. Business-related activities
   
   People want to know what's new in your business - feel free to share.
   
   
   
   
   
   
6. Recognition and appreciation
   Use twitter to publicly recognize the contributions of others. While it won't build your business, it will build someone else's - and it is always better to give than to receive.
   

Thanksgiving and Marketing your Blog - Similarities

by Jackie C. Kiadii, MCP

What does your Thanksgiving turkey have in common with your online marketing? One word - leftovers! Turkey soup, turkey tetrazzini, turkey casserole, turkey salad. Even though Thanksgiving was almost a week ago, I am sure some of you are still finding ways to serve the last of the leftovers.

In the online marketing world, we call it re-purposing content. Once you create content, an imaginative marketer can find almost unlimited ways to use it.

Here is a quick case study.

A client hires us to help improve her website's search engine ranking. One way to improve search engine rank and lead conversion is by adding quality content. Here are at least six ways to use one blog post.

Version 1 - Create a keyword rich, lead generating blog post. A lead generating blog post is high quality content, crafted to speak to the needs of her best prospects and clients.

Version 2 - Use services such as twitterfeed or hootsuite to automatically feed the blog post to twitter, linkedin, and facebook. The beauty of this is we set this service up once and only have to change it if her login information changes.

Version 3 - Does she have prospects who will appreciate this information? If so, we encourage her to share it with a personal note. Showing she is tuned into a prospect's needs is a subtle way of following up.

Version 4 - She can't forget about her clients! She can share the blog post with her clients and include personal notes with specific ideas for incorporating the tips.

Version 5 - We help her reach more people by offering the blog post as content to other bloggers. Creating quality content takes time, and many bloggers will happily accept content that they know will appeal to their target audience. If you'd like to implement this step, start by reaching out to bloggers in your network to see if they are interested in your content. Always include a brief bio section at the end of each blog post so that the new audience knows how to reach you.

Version 6 - Convert her blog post to video, and post it on youtube. Why youtube? Youtube is one of the top 3 search engines, and is also in the top 3 for smartphone users. Video versions of the blog post can be posted on youtube to reach an entirely new audience, and this process is not as difficult as you may think.

This is really just the tip of iceberg - I can easily think of at least 5 more ways to share. I hope this gives you a few ideas on ways to get more mileage out of your blog posts.

Photo source: AndyNash on Flickr.

Viewing Gmail (or Any Website) in Outlook 2007/2010

How to View Gmail (or Any Other Website) in Outlook

Tested in versions 2007/2010

I used this Outlook workaround so that I could view my gmail email messages in Outlook.

The traditional method involves adding gmail as an account within Outlook. There is one problem, however. My gmail account is one of my catch-all accounts, and it contains a lot of email messages. I didn't want it to hog all of my Outlook resources.

Here's a workaround that enables me to view gmail messages while I'm in Outlook.

Create a new folder by right-clicking on any mail folder and selecting new folder.

Name the new folder.

Once you've created the folder, change its properties. Right-click the new folder's name, and select properties.

When the properties box pops up, click the Home Page tab. Put a check mark next to Show home page, and type the address of the web page under the section called Address.

Going forward, when you click on the folder's name, Outlook will automatically open the gmail web site. You can use this method to open any web page within Outlook.

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How to Export your Facebook Contacts to Excel

Why export your Facebook contacts?

You may want a backup of the names and email addresses of your Facebook contacts for any number of reasons, including:

• as a backup option
• to connect with your Facebook friends on other services, like Google+ or LinkedIn

Doing so involves two steps:

1. Exporting your Facebook contacts to yahoo mail.
2. Exporting your friends from yahoo to CSV or Outlook.

Using this method, you will only export the names and email addresses. There are applications that try to export other data, such as birthdays, but they usually don't stay effective.

How to export your Facebook contacts to yahoo mail.

• Sign up for a yahoo email account.
• Click the Contacts tab.
• Click Import.

• Click the Facebook icon.

• Login to Facebook.
• Grant permission to share information with yahoo.
• Click the View imported contacted link.
• Click the Contacts tab again.
• Click the Actions button and select Export All.
• Export your file to a yahoo CSV format (similar to Excel) or Outlook file.

PowerPoint 2007 / 2010 Tutorial - Create Graphics The Easy Way

Here's a quick tip for creating graphics with PowerPoint.

I often use this quick shortcut to create website buttons and other graphics.

• Create the graphics on a PowerPoint slide. SmartArt is a good tool for this.
  
  
• Select the items.
  Hold down your SHIFT key while you select the items, or left-click and drag a box over all of the items.
  
  
• Right-click, and select Save as Picture.

That's it! Now you have a picture you can use in any number of ways.

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Word 2007 Tutorial - How to Get Rid of the Calibri Default Font

While teaching a Word 2007 course recently, a student mentioned how annoying it was to have to change the font every time she started a new document. (As you may know, Word 2007 comes with a default font of Calibri.)

Fortunately, changing this option is really easy.

Type CTRL D to launch the Font dialog box.


Click the FONT tab.

Make the changes to your font.

Click the Default button at the bottom of the dialog box.

A dialog box pops up asking if you want to make the changes to your Normal template.

Click Yes.

It's that simple.

---

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Outlook 2007 Tip - Edit Quick Parts

In a previous blog post, Increase Efficiency with Quick Parts, I went over the steps for creating a quick part you can use over and over again.

Unfortunately, Outlook 2007 doesn't provide an easy way to edit quick parts. The way to do it is to make changes to the Quick Parts item, and re-save it, using the same name as the original Quick Parts.

Editing Quick Parts Message - Steps.

Start a New Email Message.
Click the Insert tab.
Click Quick Parts in the Text group.
Click to Insert the Quick Parts.
Make your changes.
Select the text.
Click the Insert tab, the drop down next to the Quick Parts.
Click Save selection to Quick Parts Gallery.
Use the same name as the existing Quick Parts.
When prompted, click OK to overwrite the existing Quick Parts.

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Word 2007 Tip - Assigning Keyboard Shortcuts

Word 2007 - Assigning Keyboard Shortcuts

Since we spend most of our time in Word working with fingers on the keyboard, assigning the commands you use often to keyboard shortcuts can be a valuable time saver.

• Click the MS Office Button.
• Click the Word Options (at the bottom of the box).
• Click Customize to display the Customize options.
• Next to Keyboard shortcuts (bottom of screen), click the Customize button.
  
  
  
• Select the Category from the list on the left.
• Select the specific command from the list on the right.
• Type the keys for the shortcut you'd like to assign to the command. To assign CTRL B, for example, hold down your CTRL key and type B. If the shortcut is already assigned to another command, MS Word will notify you.
  
  
  
• Click Assign.
• Once you are done assigning keyboard shortcuts, click Close.
• On the Word Options screen, click OK to return to your document.

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Access 2007 Tip - Adding a Background Picture to a Form

MS Access 2007 Tip - Adding a background picture to a form.

A student in a recent Access class asked, "How do I add a picture  or logo as a background graphic on my form?"

The steps to do this  are simple, and involve accessing the properties of a form.

• Open the form in design view.
• Right-click on the form's name in the navigation pane.
• Select Design View.
  
  
  
• Once the form opens in design view, make sure you've selected the Design tab on your ribbon.
  
  
• In the far right side of the ribbon, click Properties (in the Tools group).
  
  

• Once the properties box opens, click the format tab.
  
  
  
• Click next to the Picture property. Click the button that pops up, and select the picture you would like to have become the background of your form. You can also change the picture tiling, alignment, type and size mode properties to make additional changes to your pictures.

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Is it time to upgrade from MS Excel to MS Access?

Excel is an extremely powerful application with database capabilities. While you can use functions to extend the database capabilities of Excel, Access is much better suited to handle databases. A task that takes 3 Excel functions, for example, is accomplished very easily with Access.

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Here are 7 signs that it is time to upgrade your Excel spreadsheet to an Access database.

1. Your spreadsheet has several hundred rows. The larger your spreadsheet, the more complicated it becomes to update and analyze.
   
   
2. You'd like to control the kind of data other users enter. With Access, you can limit what users are allowed to enter. You can specify that the data must be of a particular type (ex., numbers only) or length, and more. If someone tries to enter information that doesn't fit, they get an error message.
   
   
3. You'd like to control the values other users enter. In addition to restricting the types of values users can enter, you can also restrict the specific values.
   
   
4. You want to quickly find matches between two sets of data. Excel uses functions to find data matches. In my opinion, the process in Access is much more intuitive.
   
   
5. You want to quickly find which values in one set of data doesn't exist in the other. Again, this is a task you can accomplish using Excel functions. Access has a Find Unmatched query that is simple to create and use.
   
   
6. You want to quickly identify and/or delete duplicates. With Excel 2007, the process of deleting duplicates is easy. Identifying duplicates requires a few more steps: you have to use Conditional formatting. By contrast, Access has a Find Duplicates query that makes identifying duplicates easy.
   
   
7. You want to prevent users from entering duplicate values. In Access 2007, you can set a field to prevent users from entering duplicate values. When they try, they will get an error message and Access will prevent them from adding duplicate data.

As I mentioned earlier, Excel will accomplish some of these tasks – it just takes extra effort. Access, on the other hand, takes care of these tasks easily. Why not do things the simple and straightforward way by upgrading your spreadsheets to Microsoft Access databases?

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MS Project Tip - Import Tasks from Excel

Often, there are multiple people who have to give input on planning a project. You can make the process easier by having each member enter their tasks into Excel, merging the lists, and importing the list into Project.

Step 1 - Enter the task lists into Excel.

• Click the Microsoft Office button and click New.
• In the New Workbook window, click Installed Templates.
• Choose Microsoft Project Task List and then Create.
• Send the task list to the members of your team, and have each member create their tasks. Make sure they enter valid information in each column.
• When you receive the information, combine the sheets and organize the tasks.
• Save the file as an Excel 97-2003 workbook.

Step 2 - Import the Excel task list into MS Project

• Open MS Project.
• Open the project plan.
• On the Standard toolbar, click Open, and open the Excel workbook. (You may have to change the file type to 97-2003).
• The Import Wizard box will pop up.
• In the Data type screen, select Project Excel template and click Next.
• In the Import Mode section, choose one of the following 3 options.
• Import as new project.
• Add tasks to the end of current file.
• Insert the imported tasks somewhere in the Project task list.

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Excel 2007 Tutorial - Highlighting Duplicate Values

Excel 2007 Tutorial - Highlighting Duplicate Values


If you've worked with Excel 2007 for a little while, you've probably noticed how much easier it is to delete duplicates.

What if you wanted to take a look at the duplicate values before you deleted them?

This is also very easy.


Simply highlight the range of cells you want to check for duplicates.

Click Conditional Formatting on the Home tab.

Click New Rule.

Click the line that reads format only unique or duplicate values.


Make sure duplicateis selected under format all.




Click the Format button to set your formats.

Click OK until you are back on your Excel screen.

That's it!



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Internet Explorer Tip - Eek! My Google Toolbar is Providing TMI!

If you use the Google toolbar and Internet Explorer, you've probably noticed that every time you open a new tab, a window pops open showing very large pictures of the sites you visit most often. As you may imagine, having this information showing up on your screen may be a little embarrassing. (Imagine your boss looking over your shoulder).

The steps to get rid of this are not easy to find.

Here they are:

• Click the wrench icon on your Google toolbar.

• Make sure Search is selected.
  
• Make sure the box next to Enable the Google new tab page is unchecked. (While you're at it, you may want to go through the rest of the options and adjust your settings).
  

• Click the Save button.

That's it.

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MS Word 2007 Tutorial - Keep Frequently Used Files at your Fingertips

MS Word 2007 Tutorial - Keep frequently used files at your fingertips.

In a MS Word 2003 tutorial, I provided the steps to keep recently used files at your fingertips. While the steps are straight-forward, there are quite a few steps involved. The steps are a lot easier in MS Word 2007.

Here they are:

Click the MS Office Button.

In the right hand side of the panel, you'll see your Recent Documents list.



Click the thumbtack next to the file name. This does 2 things:

• Pins the document to your most recent documents list.
• Changes the color of the thumbtack symbol from gray to bright green.

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MS Word 2003 Tutorial - Keep your Favorite Files at your Fingertips

MS Word 2003 Tutorial - Keep your Favorite Files at your Fingertips

If you're like most people, there are a few files you use often, and would like to have a few at your fingertips. What most users don't know is Word 2003 offers a way for you to add up to 9 files to your menu, so that they are always available.

Here are the steps.

Step 1 - Set up your Work Toolbar

• Click on the Tools menu, then Customize.
  
• Click the Commands tab.
  
• Under the Save in section, make sure Normal.dot is selected. This makes the files available throughout MS Word.
  
• Under the Categories section in the left hand side of your dialog box, select Built-in Menus.
  
• Under the Commands section on the right hand side of the dialog box, select Work (scroll all the way to the last item).
  
• Drag Work from the dialog box to your toolbar.
  
• Close the document, then close Word. If you get a question asking if you want to save changes to normal.dot, choose Yes or OK.

Once your work menu is set up, you're able to add up to 9 documents.



Step 2 - Add items to your Work Toolbar

Adding items to the MS Word work menu is very simple.

• Open the file (the file must have a name).
  
• Click the Work menu, then select Add to Work Menu.

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Advanced PowerPoint 2007 Tip: Saving your Background

PowerPoint 2007 Tutorial: Saving your Presentation Backgrounds

In a recent class, a student asked this question:
"I really like the background picture on this slide. Is there any way I can use it some where else?"

Here's my answer:
First, you have to make sure you have the right to use the picture. Once you do, saving the background picture is easy.

Right-click on the slide, and select Save Background.


Give your file a name, and save it to your hard drive.


Now it's available for use whenever you're ready.

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